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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

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 .Web site: www. Tp.Tru so: 36 . sCrad~u nanh.vn . v~t nr.Di~n thoai: (08) 9300 358 Fax: (08) 9305 206 .Giai thUong sang tao khoa hoc cong nghe cua To chtrc sa hiru tri tu~ the giOi (WIPO . 1.Email: vinarniIk@vinarniIk.Ten day du: Cong ty Co phan Sera Vi~t Nam . sCrabOt. Quan 1. thiet b] phu rung. . TrLfOcngay 1 thang 12 nam 2003.World Intellectual Property Organization) nam 2000 va nam 2004. Tp HO Chi Minh .38 Ngo Duc Ke.2004. GVGD: Nguyen Phiflm Tuyel Anh Trang 3 . nUOc giai khat va cac san pham tCrsera khac. banh.000. .Van phong giao dich: 184-186-188 Nguyen Dinh Chien. 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. Cong ty Ia doanh nghiep Nha nLfOctrue thuec BO Cong nghiep.com.000. sera uroi. hoa chat va nguyen li~u.Quan tr! chien luvc . .000 VND (MOt ngan nam tram chin mtroi ty dong).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.590.2. Gi6'i thi.vinarniIk.vn V6n £lieu I~ cua Cong ty Sera Vi~t Nam hi~n nay: 1. Quan 3.Kinh doanh thuc pham cong nghe. Nganh nghe kinh doanh .San xuat va kinh doanh sera hOp. HCM.Logo: .com. .Ten viet tat: VINAMILK . bOt dinh dLfong.

Kinh doanh kho bai. .Dien thoai: (08) 9300 358 Fax: (08) 9305 206 CTY CO pl-1IANI SOAVINAMILK Chii rnhlinh cAN Tift 2. thuc pham che bien. ia. sCra 12 Dia chi D~ng Van Bi.l sa chinh Cong ty Cophan sUa Vi~t Nam . Qu~n 1. Quan 3.1.Kinh doanh nha. . TP HO Chi Minh.San xuat mua ban rU<. mua ban san pham . do uang. cafe b rang.phin .xay. . che uang.San xuat. Qu~n Thu sCra chua uang. mot giOi cho thuf bat dQng san.1u. .Quan tr! chien luvc . Bac xep hang hoa.hoa tan. Tp HO Chi Minh. Kinh doanh v~n tai hang b~mg 0 to.San xuat va mua ban bao bi. nhua. 2.Tru so: 36 .Phong kham da khoa. in tren bao bi. sCrachua. TP nrot tiet triing.Van phimg giao dich: 184-186-188 Nguyen Dinh Chieu.38 Ngd Duc Ke. kern. . DUc. cO' diu to chuc Cong ty: Trl. ben bai. HCM Trang 4 GVGD: Nguyen Phiflm Tuyel Anh . Cac dOn vi trllc thuQc SIT 1 Nhat DOn vi Nha may sCra Thang San pham chinh SCra d~c co dUong.

phornai. tU'Oi ti~t trung.4) 827 6418 32 £l~ng Van Bi. Quan HCM Thu £lLrc. sira £IT: (84. Binh chua.56) 746066 £lU'ong Sao Nam. Nghe An 8 Nha may Sfra Ha NQi Tel: (84. sera chua. sera chua. nU'oc ep tral cay xs Ctra La. TP Trang 5 9 Xi nghiep kho v~n kern. sCia 32 £l~ng Van Bi. sera d~u nanh £IT: (84. sCia Khu Cong Nghiep Tra Noc. kern. Tp. banh 6 Nha Djnh may SCia Binh Sera chua. 8) 717 6355 Khu Cong Nghiep BH~n Hoa . Thi chua. banh flan V~n chuyen. sira uang. Tp Quy NhOn. giao nhan GVGD: Nguyen Phiflm Tuyel Anh . Qu~n Thu £lLrc. Q. sCia chua Djnh uroi ti~t trimg. TP sira d~u nanh. nhua va thiec in 4 Nha may S CiaDielac Sera bQt.38) 949 032 DU'Ong Gia Sera d~c co dU'Ong. Tan TP 3 Nha may SCia SID Gon flan Sera chua uroi ti~t trimg. 2 Nha may Sfra Truong ThQ uroi tral ti~t trimg.61) 836 115 ti~t trung.P Quang Trung. Ha NQi £IT: (84.8) 896 0727 Khu cong nghiep Thai HCM £IT: (84. sira d~u nanh.TTnh £lOng Nai Hi~p. sCia xa xa.Quan tr! chien luvc banh Flan. sira uang. nU'oc ep cay. kern 7 Nha may SCia Ngh~ An Sera uroi ti~t trimg.8) 8960725 Sera d~c co dU'Ong. TP can ThO Tel: (84. Lam.12. tra va ca phe. 5 Nha may Sfra Can ThO Sera uroi £IT: (84.71) 842 698 KV1. Nghi Thu. bQt dinh dU'Ong danh cho tre em va ngU'oi lon. banh £IT: (84.

511) 897 223 . £la Nang. (3) Thi tnrong: dong b~mg song CU'u Long. Cac ehi nhanh eua Cfmg ty: . ngUOi. (2) San pham.71) 827 340 Fax: (84. tre em.2. Tel: (84. dam bao chat luong va an toan ve sinh thuc pham cao nhat.71) 827 334 II. TP Can ThO Tel: (84.4) 9742 520 .9742512 Fax: (84.TP.Chi nhcinh Da Nang £lia chi: 175 Trieu NCrVUOng . Toa nha VINCOM B.t Nam ve san ng uDi " III.Chi nhcinh Ha N(Ji £lia chi: 191 Ba Trieu.8) 896 6673 thuong hi. TAM NHIN: "Trathanh I I I HeM £IT: (84.511) 897 222 Fax: (84. Ha NQi Tel: (84. va sUc khot! phl:'c vI:' cu(Jc song con su M~NH: quoc "San pham dinh dUCmg.Chi nhcinh Can Tho £lia chi: 86D Hung VlJ'Ong.u hang dau tilli thi truang Vi.4) 9742 521 . dich vu: Cac loai sCra. GVGD: Nguyen Phiflm Tuyel Anh Trang 6 . 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.Quan tr! chien luvc I 2. Q Ninh Kieu. (4) MLrc dQ quan tam den cong nghe: rat cao. pham dinh dUCmg.

. narn ben ngoai cua doanh nghiep rna nha quan tr] khong the kiern soat dtroc nhung cluing li. ngudn cung On dinh. uy tin. (8) Chinh sach nhan su: mol trU'ong lam vi~c la ngoi nha thLrhai cua nhan vien. thircng hieu dU'Qc xfiy duog tOt. 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. nhCrng luc IlJ'Qng.ii anh hU'ong den heat dQng va ket qua heat dQng cua doanh nghiep. II) Cac yeu to trong mQi trU'Ong kinh doanh: A) Mdi tnrong vi rna: GVGD: Nguyen Phiflm Tuyel Anh Trang 7 . 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. kinh nghiern quan li tOt. (6) LQi the so vOi chi nhanh khac: Danh muc san pharn da dang va manh.Quan tr! chien luvc (5) Nguyen vong cua chi nhanh: LQi Ich cua ngU'oi tieu dung la muc tieu phat trien cua Vinamilk. tin c~y.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.. 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. nhCrngthe che . va cac quy trinh chu chct d~n thiet de rna hinh kinh doanh cua ho thanh cong han nCia.

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

( thach thtrc tiep theo la ap luc lam phat cao./ Lam phat van chua b] day lui va co nguy cO bung phat trO li. cling nhu' nhirng yeu to thuan lqi va kho khan trong thai gian tOi. nhung nam 2010 hoan toan co the la mOt nam lam phat bung len trO li./ NUOc ta hi~n nay ap dung cac chinh sach rna cira de phat trien kinh teo . xa hOi. xang dau.ii do cac nguyen nhfin gay ra lam phat b] tich lily ngay cang nhieu trong nam 2009. nOi long kiem soat gia mOt 50 mat hang nhtr di~n. . Lam phat khong pha! la la van de cua nam 2009. 2) Nen kinh tif: Tren cO sO ket qua san xuat.Quan tr! chien luvc . . 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./ Nha nU'Octa cling thuc hien cai each h~ thong phap lu~t de dam bao an ninh. TOng cue Thong ke dl! kien sO bO mOt 50 chi tieu chu yeu quy 1/2010 nhu' sau: . tr~t nr va binh On chinh tr]. nUoc. CV the. kinh doanh cua nUoc ta 2 thang dau nam 2010./ 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 . nhu' cac chinh sach hO trq lai suat lam tang trUong tin dung. dieu chlnh tang IUOng va co the la ca nhirng nO luc phat hanh tien rna khong duoc cong bo chinh thtrc.io ngu6n thu trong nU'oc) GVGD: Nguyen Phiflm Tuyel Anh Trang 9 ./ Hai goi kich cau kinh te nam 2009 da phat huy dUqc tac dung.ii vao nam 2010./ 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. .

6 ty USD. so vOi thang 12/2009 tang 3.J'kien tang khoang 24% so vOi quy 1/2009.3% kim ngach xuat khau.9% so vOi cimg .2 ty USD. Trang do. ./ 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. co d~c diilchl1a pha them dl10ng hoac chat ngot khac thuoc nhom 04.02 (sUa da hoac chua pha them dl10ng. nganh cling g~p khong it kho khan do thue nhap khau tang. chi 50 gia tieu dung thang 02/2010 so vOi cung ky nam trl10c tang 8.Kim ngach xuat khau quy 1/2010 du kien quy 1 du kien dar 14. hQ gia dinh. vOi cac chi 50 kinh te nhtr tren./ Theo Thong tl1 162 do ThLr trl10ng BQ Tai chinh Do Hoang Anh Tuan ky ban hanh. Chinh sach U'u dai dOi vOi ngU'Oi chan nuoi bo sira: . ./ chi 50 gia tieu dung thang 02/2010 tang 1.04% so vOi binh quan cimg ky nam 2009./ .46%.Quan tr! chien luvc ./ kY nam trl10c . mQt solo~i sUa thuoc nhom 04. ./ Ke ur ngay 28/9/2009./ . chi 50 gia tieu dung binh quan 2 thang dau nam 2010 tang 8.20 se chju mtrc thue 3%. 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. ¢ GVGD: Nguyen Phiflm Tuyel Anh Trang 10 . ke ur ngay 28/9.35%. thue nhap khau mQt 50 mat hang sera co su' dieu chlnh tang kha manh. Chinh sach thue: . kim ngach nhap khau 16. ca nhan chan nuoi bo sera . Tuy nhien. . bang 18. cac lo~i sUa va kern. chat tao ngot khac) co mire thue len tOi 20% ./ lJu tien 3 nam dau ke nr khi b~H dau chan nuol bo sera. Nh~p sieu quy 1/2010 khoang 2. 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%.7-5.TOng san pham trong nU'Oc (GDP) quy 1/2010 theo gia so sanh dtr kien tang khoang 5.96% so vOi thang tnroc. nam 2010 se la cO hQi phat trien cho nganh.Tong mire ban Ie hang hoa va doanh thu djch vu theo gia thuc te quy 1/2010 dl.8 ty USD.

v. 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. vua d~m da ban sac Vi~t Nam. giao luu van hoa. vOi cac phtrong ti~n thong tin va giao thong hi~n d~i. nhung 0 d6. 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. cac each thtrc to chtrc.tieu dung dU'Qc nang len cach thuc va trinh dO mOi keo GVGD: Nguyen Phiflm Tuyel Anh . dan vi song. 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. Chi trong mOt thol gian rat ngan. 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.v. v. Thong qua hOi nhap kinh te.xli hOi: Du la mOt dat nU'oc con ngheo ve kinh te.Quan tr! chien luvc 3) Van h6a . mOt mat. cong nghe. Dieu d6 dap Lrng ngay cang tOt nhu cau tieu thu cua xii hOi. cac dien hinh cong nghiep tien tien v. van minh tH~ntien the giOi. Loi san xuat . do cO hOi cho sir phat trien doi song v~t chat va tinh than. cac mo hinh kinh te.xii hOi. san pham cua nen cong nghiep cao hau nhu' deu c6 mat trong tung gia dinh ngU'Oi dan thanh phO: tLr ti vi. Dieu d6 the hien ra nr nha to. 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. mat khac. 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 .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. n6 dU'Qc nang len tam cao mOi het sire da dang thea tam nhin va th] hieu cua xa hOi cong nghiep. chat lircng cao. LOi tieu dung cua ngU'oi Vi~t Nam vlJ'Qt rat xa nhu cau va sO thich trU'oc day. quan ly xii hOi. Do d6. tao thanh mOt loi song vua c6 tinh nhan lo~i. Dieu d6. khoa hoc. cua cac nlJ'Oc phat trien dii den vOi Vi~t Nam. may vi tinh. 0 xx. Vi~t Nam du la nOi san xuat con yeu ca ve solU'Qng mat hang Ian chat ltrong san pham. thu cong. tu lanh cho den video. 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. da dang. n6 dlJ'Qc hOi du cac d~c diem pham chat cling nhu' phong thai van hoa. nang cluing len tam nr duy va thao tac cua nen san xuat cong nghiep.

1c thay the bOi 10i sinh heat co nhip dii~ugap gap.Quan tr! chien luvc thea loi sinh hoar tucng irng. .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 dOi mOi day chuyen dong bO san xuat sera d~u nanh.1ngan s pham. ba la cong nang hoat dong phal tien dung va tinh n~ng SLr dung phal lau ben. nang cao thai gian baa quan va dam baa ve sinh an toan thuc pham. Hien t~i. hien d~i cua the giOi.Dau ur dOi mOi cong nghe san xuat sera bOt say phun ur cong nghe "go" sang cong nghe "thOi khi".Dau ur thiet b] mol hien d~i trong linh vue da dang hoa baa bi san pham. tat ca cac dan vi thanh vien cua Vinarnilk da ap dung GVGD: Nguyen Phiflm Tuyel Anh Trang 12 . Hai la kieu dang phai thanh nha va tinh te.Dau ur cong nghe thong tin va dieu khien nr dong chtrong trinh trong day chuyen cong nghe. . dam baa thu mua het luong sera bo.DOi mOi cong nghe chiet Ian sera bOt. .. Qua viec dieu tra th] hieu tieu dung cua he thong cac sieu th] va mang IUOi ban Ie nhirng nam gan day.Dau ur va dOi mOi cong nghe san xuat vO Ian 2 manh.Cong nghe tiet trung nhanh nhiet dO cao de san xuat sera nroi tiet trimg. Loi sinh hoar kieu nong nhan gia day dUc. 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. thiic day nganh chan nuoi bo sera trong nUoc. .Cong nghe va thiet b] thu mua sera uroi cua nong dan. Vinarnilk da dau ur phat trien nen cong nghe cua minh tOi trinh dO tien tien.. HACCP (phan tich moi nguy h~i va kiem soar diem tOi han). trong. nham On djnh chat ILfc. 4) Cong nghfJ: nen cong nghe tren the gioi hien nay ngay cang phat trien vLfc. . .1t d~c biet la cac cong nghe che bien nr khau san xuat. . che bien bac den dong goi va baa quan. . Tam li tieu dung cua ngLfai dan khong he bao thu. cluing ta co the thay la ngLfai tieu dung. 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 .

3%.024 ngU'Oi. Ba Vi. nCr 27..763) 15-64 tuOi: 65% (nam 26. SOn La .262 nglJ'Oi (chiern 29.307. 6) Dieu kien tUnhien: Khi h~u Vi~t Narn mang d~c diem cua khi h~u gio mila.568.928. Ngh~ An. 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. 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. nCr 11.. dong bQ.4% (narn 12.714. dar cac chi tieu moi trlJ'ong cua Vi~t Narn ve BOD.2% (2009) nU'oc). (Nguon: "Cong nghi~p Vi~t Nam") 5) Nhiin khau hOc: Tong dan so: 85. Lam Dong.543) tren 65 tUOi: 5.573 nglJ'Oi (0 giO ngay 01 thang 4 nam 2009) So nU' gi6'i: 43. tlnh Lao Cai.374.239. Tuy nhien. tlnh Lam DOng. Tinh den thang 12/2009.390) (2004 U'oc tinh) ( thea wikipedia) Ty l~ hQ ngheo chung cua ca nU'oc nam 2009 U'Octinh 12.8% cua nam 2007 va mtrc 13.1 nam tren 100 nCr TV l~ tang dan so: 1.. ¢ ur a GVGD: Nguyen Phiflm Tuyel Anh Trang 13 .524. thap hen mire 14.807.2%.6% dan sO ca cO' diu dQ tuoi: 0-14 tuOi: 29. Da Lat. So dan song 0 khu vl!c thanh thl: 25.. co nOi thuoc khi h~u luc dia nhtr Lai Chau.475. HACCP va dang dau ur xfiy dung h~ thdng xU ly nlJ'Oc thai hi~n dat.156.4% cua nam 2008. GDP binh quan dau nglJ'Oi nam 2009 dar khoang 1109/ nam. co noi co khi h~u on dOi nhu tai Sa Pa. SOn La thich hop trong cO cho chat lircng cao.Quan tr! chien luvc ISO 9000-2000. TSS .098. nang am.6% (narn 1. COD. Vi~t Nam dar mire tang trlJ'Ong cao nhat khu vue. Tang trU'ong GDP 5.789. TV sO gi6'i tinh: 98. nCr 2.

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 .

sO can l~i thu mua nr cac hQ nang dan. khong phu thuoc VaGnlJ'Oc ngoai.!c c. 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. Tuyen Quang.000 con bo sCracung cap khoang han 50% luong sCratl10i nguyen li~u cua cong ty.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. 1. cong ty can co nhfrng doi tac la cac trang trai bo sCia trong ca ntroc. 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. 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. Lam Dong.t~p doan nay nam giCr1/3 khoi lircng mua ban tren toan the giOi. Thanh Hoa vOi khoang 10. Ap l. Ngoai ra. 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.Vinamilk nr chu dQng trong ngudn nguyen li~u sCiatlJ'Oi. a a GVGD: Nguyen Phiflm Tuyel Anh Trang 15 . 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. vo: han 40 nam kinh nghiem.Quan tr! chien luvc 1) Mo hinh 5 ap tuc.

.Hcn nera.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. ) 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.. cac nha cung cap khac chua the dar dUqc chat lircng tucng dtrong.Quan tr! chien luvc Ngoai Perstima Binh DUOng.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. cong ty Vinamilk da tao ap luc cho phia nha cung cap ve chat ltreng nguyen li~u. ur 2. dam bao chat IUqng tOt cho san pham... d~i If. Ap l.. 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. Ap luc tCrkhach hang va nha pharr phOi the hi~n a nhfrng diem sau: GVGD: Nguyen Phiflm Tuyel Anh Trang 16 . Vi~t Nam. Kha niing thqy the san pham clla nhd cung cap : Vinamilk xay dung 4 nang trai nuoi bo sera. chi phu thuoc vao ngu6n nguyen li~u bOt sira. cong ty chua du kha nang thay the san pham bOt sera nguyen li~u. sir t~p hop va vi~c sa hCru cac ngu6n ILfc quy hiem.!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.. thong tin ve nha cung cap co anh hLfong Ian tOi vi~c II/a chon nha cung cap dau vao cho doanh nghiep. +Nha pharr phdi: sieu th]. kha nang thay the nha cung cap cua Vinamilk cling thap do san pham cua cac nha cung cap co chat ltrong cao. dam bao tinh canh tranh cong b~mg cho cac nha cung cap nho le nhung san pham co chat ltrong cao. tho thu cong . nha cung cap luon gay cac ap luc nhat djnh neu ho co quy rna .Ngoai ra. 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.. ~ Vinamilk da han che dLfqc ap luc tir phia nha cung cap. ve voi tat ca cac nganh. chu ngu6n cung sera tLfOLVe bOt sera nguyen li~u. cluing toi co cac moi quan h~ lau ben vOi cac nha cung cap khac trong hen 10 nam qua. Chinh vi the nhirng nha cung cap cac san pham dau vao nho Ie (Nang dan.

do mire tieu thu sCrabinh quan dau ngLfoi cua Vi~t Nam hi~n tat van dang mire thap.Dong cO cua khach hang. . Th] trLfong sera trong nLfOcco the tiep tl:JCduy tri dLf<.1%/nam cua Trung QuOc). 3. thap hen kha nhieu so vOi cac n110c chau A khac. Th] trLfong sera n110c duoc danh gia la th] trl10ng co nhieu tiem nang tang trLfOngtrong nrong lai.1iva tOCdO tang tr110ng cao (Giai doan 1996-2006.1c dO toc tang trLfOngcao trong nhCrngnam tOi. . tiem nang cua th] tnrong sCravan con rat Ian khi rna tieu dung san pham sCracua Vi~t Nam van con rat thap.1c. mire tang trLfong binh quan mOi nam cua nganh dar 15. .So Itrong ng110i mua: anh hLfOngtrue tiep den doanh thu.Cong ty Vinamilk da han che dLf<. .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 san co cua hang hoa thay the. .1c khac bi~t hoa doi vOi nhCrngsan pham cua su' doi thu va cac san pham thay the khac. .Su' khac bi~t hoa san pham. .Tinh d~c trung cua nhan hi~u hang hoa. MLrctieu dung sCrabinh quan cua Vi~t Nam chi dat khoang 11.MLrc dO t~p trung cua khach hang trong nganh. .1i nhuan kha hap dan. GVGD: Nguyen Phiflm Tuyel Anh Trang 17 .2%.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<.Thong tin rna ngLfoi mua co dl1<. . va day cling la th] trLfong co bien l<. chi thap hen so vOi toc dO tang tr110ng 16.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.2 kg/nam.Tinh nhay cam dOi vOi gia. ~ 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./ a Ben canh do.Quan tr! chien luvc .

""" ~.~ . san pham sCia bQt trung va cao cap hien dang la nhom san ph am dan dau ve hi~u qua sinh IOi. chat dinh dl10ng dlJ'Qc pha trQn thea ham 111Qng. cac doanh nghiep sCra phal slr dung vo hQp dat tieu chuan de de dang v~n chuyen va bao quan.!r:.I_iI [~II!&.u:. 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.II' cn '1. .-.a'1'V1:1:.ull:glr'iIIJI Lo#i~*~"~:.. Phan klnic th] trl10ng sCia d~c do nhu cau va th] hieu cua ng110i tieu dung ngay mQt giam dan.Quan tr! chien luvc ve mire tieu thu sCra trung binh cua Vi~t Nam hi~n nay khoang 7. tl Khi sCra thanh pham da xong.. tuy nhien mire sinh loi giCr cac nhom san pham co su' khac bi~t kha Ian.. BVSC) Nhin chung nganh san xuat sCra tat Vi~t Nam co mire sinh IOi kha cao.1Il!I I·' "L i. sCra n110c va sCra chua co mtrc sinh IOi dat khoang 30%/gia ban Ie. 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. vOi mtrc sinh IOi dar khoang 40%/gia ban Ie. nen co mire sinh loi thap nhat va dat khoang 12%/gia ban le.m (Nguon: Jaccar.I •.8 kglng110i/nam tLrc la da tang gap 12 H~n so vOi nhCrng nam dau thap nien 90. Trang khi san xuat.t:..:].. GVGD: Nguyen Phiflm Tuyel Anh Trang 18 .. vi~c pha che cac san pham ur sCra cling phuc tap vi cac l~ vitamin. o:o.i.1:~[iI •• .

d~c bi~t la tieng noi cua cac bO. 4.Do do. 3.. Tuy nhien.. 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. dong gol. chi phi nhan cong. V6n: MOt day chuyen san xuat sera co gia tr] trung binh khoang val chuc ty.. che bien. che bien sCra( theo Internet). van chua co tieu chuan cu the. Nganh sera co h~ thong khach hang da dang tir tre nho den ngU'OiIan tUOi. do la mOt khoan dau ur khong nho chua tinh den cac chi phi xay dung nha may.. 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.. GVGD: Nguyen Phiflm Tuyel Anh Trang 19 . nang luc canh tranh vOi cac cong ty nU'oc ngoai thap. chat ltrcng dau VaGcua cac cong ty chua cao. den phan phdi. ra rang cho nrng khau.Quan tr! chien luvc Mo hznh quy trinn 2.. tieu dung . cac truong di. chi phi nguyen li~u . Tuy nhien. nha nU'Occhua the kiem soat gfH gao cac nguon dau VaG nguyen li~u sira. Tuy nhien. chat lircng nguon nhan lire chua cao va do cling la mOt rao can khong nho cho cac cong ty sera. 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. 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. 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%).ii hoc chuyen nganh che bien thuc pham .

/ . 5. ap luc canh tranh se tang nr cac doi thu tiem nang mol.M~t khac. Tuy nhien. tOc dQ tang trLfang hang nam cao va van dang tiep tuc tang (Giai doan 1996GVGD: Nguyen Phiflm Tuyel Anh Trang 20 . Tren th] tnrong co rat nhieu loai bQt ngii coc. khong san pham nao co the thay the dl1qc sera./ . nhung cac san pham nay ve chat ltrcng va dQ dinh dLfong khong hoan toan thay the dLfqc sera. 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.sera co tac dung Ian he trq sue khoe../ . 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. cac rao can cua nganh cling khong nho doi vOi cac cong ty d~c biet ve vOn va ki thuat che bien.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. he trq phat trien cong nghe che bien va thay the dan cac nguyen lieu dau VaGnh~p nr n110c ngoai./ . 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. d~c diem nr cac san pham thay the la bat ngo va khong the du bao dl1qc.. Ap llle e~nh tranh tU san pham thay the: Cac yeu to canh tranh cua san pham thay the the hien nhu' sau: . nganh sera hien nay co tiem nang phat trien rat lon.. cafe lon. vOi tre em. san pham sera la san pham dinh dl10ng be sung ngoai cac bira an hang ngay. ".. do d~c diem van hoa va strc khoe cua ng110i Viet Nam.. Thi hieu . ~ Tom l~i. 4. cac lo~i nLfOcngot .. ~ ~ Gia cit Chat ltrong . ~ hien nay tren th] trLfong co rat nhieu san pham canh tranh vOi cac san pham sera nhtr tra xanh.Tuy nhien. Van hoa. thanh thieu nien va nhCrngng110i trung tuei . . vOn va ngudn nguyen lieu dau vao. do uong tang cLfong sire khoe.Do do.

chi thap han so vOi toc dO tang trU'ong 16. . cac loai sCranhap khau chiem khoang 65% th] phan.. 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./ Con l~i 19% th] phan thuoc ve khoang tren 20 cong ty sCiaco quy rna nho nhtr Nutifood./ 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. Nestle . Vinamilk va Dutch Lady hi~n dang chiem giCith] phan Ian IU'Qtla 16% va 20% .SI! canh tranh cua cac san pham sCianU'oc va sCrad~c nh~p khau gan nhu' khong dang ke . phan con l~i chu yeu do cac cong ty trong nU'oc khac nam giCr. ./ SCiangoai nhap nr cac hang nhu' Mead Nguon: Dairy Vietnam. cac cong ty sira nU'oc ngoai nhu' Abbott. ..Quan tr! chien luvc 2006. chiem khoang BVSC 22% th] phan. Johnson. dong thOi bien IQi nhuan cua cac san pham sira d~c cling nrcng dOi thap so vOi cac san pham sCrakhac./ Thi tnrong sCianU'oc dU'Qcdanh gla la th] truong co nhieu tiem nang tang trU'ong trong tU'Onglai.. Tren th] trucng sCiabOt. dang chiem gan 60% th] phan. Ba Vi . Ba vi. vOi cac san pham chu yeu la sCrabOt. -/ 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.. Dutch Lady. Nam . + Th] phan trong cO cau nganh sCra: . va day cling la th] truong co bien IQi nhuan kha hap dan. 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. mire tang trU'ong binh quan mOi nam cua nganh dar 15. Hanoi Milk.1 %/nam cua Trung Quoc). cac cong ty sira co quy rna nho nhtr Hanoimilk. GVGD: Nguyen Phiflm Tuyel Anh Trang 21 . + Cau tnic cua nganh : nganh sCracua Vi~t Nam la nganh pharr tan do co nhieu nha san xuat nhu' Vinamilk. . Abbott.2%. ./ 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.

Quan tr! chien luvc Nestle . . cac doanh nghiep khac co the soan thao van ban de ban dU'qc hang ./ Cac chu nq.) tm MOi lien quan cua 5 ap luc den doanh nghiep: GVGD: Nguyen Phiflm Tuyel Anh Trang 22 ./ CQng dong ./ Chinh phu . David Hunger co ghi clni ve ap luc tir cac ben lien quan m~t thiet. + Cac rao can nit lui (Exit Barries) : ./ Rao can ve cong nghe../ 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./ Cac rang bUQc chien luoc.. 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. van dau ur :chi phi dau ur ban dau cua nganh sera rat cao. 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. cac to chirc lien quan (Stakeholder) : . Wheelen va 1./ Cac hiep hQi ./ Rang buec vOi nglloi lao dQng : ./ Co dong .. do do. 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. . nha trc . nhung cac cong ty co th] phan Ian nhu' Vinamilk. thiet b]./ Rang buoc vOi chinh phu..

.. GVGD: Nguyen Phiflm Tuyel Anh Trang 23 . sCrauroi co gia dao dong tir 2.400d den 4. . (b) Tiem nang: . __ C'anh trartbqiu-a cac doanh nghi$p dangco m~t tren thl tla.100d. tre em mang trong minh ba quyen luc vOi th] trUong: kha nang chi tieu true tiep. kha nang anh hlJ'ang tOi chi tieu cua bo me./ 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.700d den 4. Cac san pham thong dung cua Vinamilk co mtrc gia kha thap ( sCrachua co gia dao dong ur 3. ngUoi than trong gia dinh.MQi dOi tuong deu co the SLr dung san pham cua Vinamilk. tre em.Quan tr! chien luvc Doi thf frem an Be d. . th~m chi chi phOi nglJ'Oi tieu dung khi ho da trUang thanh.pg If----------I Quyfutll)'C d am p ha. tre em chinh la th] tnrcng tucng lai. nglJ'Oi mang thai./ 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. . b6 nqanh I Qtryen dam phan I lrrc Keach "" I __j "hi..oa cue cac d oi t'hu chua x'uat hi¢fi N'he. phan ph6'. I C.pang Tha.700d..n ~ Canh tranh no. ).an p ham 'vu thay th@ san pham they I ttle I 2) Khcich hang: (a) Ca nhan: . sCiabOt cho tre em./ Thu nhap: cac san pham cua Vinamilk deu co mere gia hop li cho tung doi tucng nglJ'Oi tieu dung./ Trang nr duy cua marketer.cu Djcb L__ thrrcjcua s. nglJ'Oi lon ..

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

Quan tr! chien luvc nguon cung nguyen li~u. ¢ 4) San pha'm thay the: Tinh hinh san pham thay the hi~n nay kh6ng qua phuc tap. .. thuc pham chtrc nang nhtr IMC.. • 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.Cac san pham thay the ca the la cac lo~i bQt ngu coc. dl1<.1cao can van hoa. nhung tiem nang chua manh. th] tr110ng canh tranh ngay cang gay gfH va xuat hi~n them nhieu dOi thu manh ca ve van.1t pham tot.1c sera. chua du strc canh tranh vOi san pham sera. r chinh tr] • Co nguon van manh • Gia ca cao. BIBICA. • san pham da dang • Tat ca cac san pham phal nhap khau.cac c6ng ty chuyen san xuat cac san pham thay the nhtr bQt ngil coc. cac thuc pham chtrc nang nhung gia ca cao va kh6ng the thay the dLf<. DOMESCO. ) Chua hieu ra th] manh tnrong moi qua • Chat Itrong san • Chua vLf<. Cac c6ng ty sera n110c ngoai ( Abbott.. • H~ thong phan phdi con han che. 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. Nestle. Tins Carton packaging Tetra Pak Indochina machines GVGD: Nguyen Phiflm Tuyel Anh and packaging Trang 25 . kinh nghiern va c6ng nghe. ..

07 0.05 0.06 0.87 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.07 0.3 0.Quan tr! chien luvc Nguon sCrauroi dlJ'Qclay nr cac tranh trai trong nUoc.15 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 0.03 0.3 2.Tuy nhien.09 0.03 0.03 0.04 0.09 0.1 1. cac yeu to dau VaG va str gia tang cac san pham thay the anh hucng IOn den cong ty.09 0.07 0. GVGD: Nguyen Phiflm Tuyel Anh Trang 26 .08 0.2 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.1 0.4 0. 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.14 0.87 cho thay kha nang phan Lrngcua Vinamilk kha tOt.8 0.3 0.1 0.03 0.

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

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