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

vn V6n £lieu I~ cua Cong ty Sera Vi~t Nam hi~n nay: 1.vinarniIk. Quan 1.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 .Tru so: 36 . sera uroi. Gi6'i thi. .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.Logo: . thiet b] phu rung.Ten day du: Cong ty Co phan Sera Vi~t Nam . . banh.000. Tp. 1.38 Ngo Duc Ke.World Intellectual Property Organization) nam 2000 va nam 2004.590.com. TrLfOcngay 1 thang 12 nam 2003.2.Email: vinarniIk@vinarniIk.vn . HCM. Tp HO Chi Minh . nUOc giai khat va cac san pham tCrsera khac.Kinh doanh thuc pham cong nghe.2004. .Web site: www.Di~n thoai: (08) 9300 358 Fax: (08) 9305 206 .Quan tr! chien luvc .000. Quan 3.Van phong giao dich: 184-186-188 Nguyen Dinh Chien. Nganh nghe kinh doanh .com. v~t nr. sCrad~u nanh.000 VND (MOt ngan nam tram chin mtroi ty dong). . hoa chat va nguyen li~u. GVGD: Nguyen Phiflm Tuyel Anh Trang 3 .Ten viet tat: VINAMILK .Giai thUong sang tao khoa hoc cong nghe cua To chtrc sa hiru tri tu~ the giOi (WIPO . 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.San xuat va kinh doanh sera hOp. Cong ty Ia doanh nghiep Nha nLfOctrue thuec BO Cong nghiep. sCrabOt. bOt dinh dLfong.

mot giOi cho thuf bat dQng san.1u.phin . thuc pham che bien. .xay. cO' diu to chuc Cong ty: Trl.1.38 Ngd Duc Ke. TP nrot tiet triing.Phong kham da khoa. TP HO Chi Minh.San xuat mua ban rU<.San xuat va mua ban bao bi. kern. Bac xep hang hoa. ia.hoa tan. sCrachua. Cac dOn vi trllc thuQc SIT 1 Nhat DOn vi Nha may sCra Thang San pham chinh SCra d~c co dUong.Quan tr! chien luvc .l sa chinh Cong ty Cophan sUa Vi~t Nam .Dien thoai: (08) 9300 358 Fax: (08) 9305 206 CTY CO pl-1IANI SOAVINAMILK Chii rnhlinh cAN Tift 2. Quan 3. cafe b rang.Tru so: 36 . che uang. do uang. DUc. Tp HO Chi Minh. . sCra 12 Dia chi D~ng Van Bi. nhua. Qu~n 1. . ben bai. Qu~n Thu sCra chua uang. . Kinh doanh kho bai. Kinh doanh v~n tai hang b~mg 0 to. .San xuat. 2. in tren bao bi.Kinh doanh nha. HCM Trang 4 GVGD: Nguyen Phiflm Tuyel Anh . mua ban san pham .Van phimg giao dich: 184-186-188 Nguyen Dinh Chieu.

Tp. banh £IT: (84. Nghi Thu. Thi chua. Tan TP 3 Nha may SCia SID Gon flan Sera chua uroi ti~t trimg.38) 949 032 DU'Ong Gia Sera d~c co dU'Ong. Tp Quy NhOn. Ha NQi £IT: (84. phornai. Binh chua. 5 Nha may Sfra Can ThO Sera uroi £IT: (84.4) 827 6418 32 £l~ng Van Bi. Nghe An 8 Nha may Sfra Ha NQi Tel: (84. tra va ca phe.71) 842 698 KV1. sCia xa xa. nhua va thiec in 4 Nha may S CiaDielac Sera bQt.Quan tr! chien luvc banh Flan. nU'oc ep cay. Quan HCM Thu £lLrc. TP Trang 5 9 Xi nghiep kho v~n kern. sera chua. sera chua. sira d~u nanh.P Quang Trung. kern. sira uang. banh 6 Nha Djnh may SCia Binh Sera chua. Qu~n Thu £lLrc. sCia 32 £l~ng Van Bi. tU'Oi ti~t trung. kern 7 Nha may SCia Ngh~ An Sera uroi ti~t trimg.TTnh £lOng Nai Hi~p. sira uang.61) 836 115 ti~t trung. bQt dinh dU'Ong danh cho tre em va ngU'oi lon. nU'oc ep tral cay xs Ctra La. 8) 717 6355 Khu Cong Nghiep BH~n Hoa . Q. sera d~u nanh £IT: (84. 2 Nha may Sfra Truong ThQ uroi tral ti~t trimg. sCia chua Djnh uroi ti~t trimg.8) 8960725 Sera d~c co dU'Ong.8) 896 0727 Khu cong nghiep Thai HCM £IT: (84. giao nhan GVGD: Nguyen Phiflm Tuyel Anh . sira £IT: (84. Lam. banh flan V~n chuyen.12. sCia Khu Cong Nghiep Tra Noc. TP sira d~u nanh. TP can ThO Tel: (84.56) 746066 £lU'ong Sao Nam.

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

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

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

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

9% so vOi cimg . Chinh sach U'u dai dOi vOi ngU'Oi chan nuoi bo sira: .TOng san pham trong nU'Oc (GDP) quy 1/2010 theo gia so sanh dtr kien tang khoang 5. 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.Quan tr! chien luvc . ¢ GVGD: Nguyen Phiflm Tuyel Anh Trang 10 .02 (sUa da hoac chua pha them dl10ng. hQ gia dinh. chi 50 gia tieu dung binh quan 2 thang dau nam 2010 tang 8.04% so vOi binh quan cimg ky nam 2009. ca nhan chan nuoi bo sera .35%.Tong mire ban Ie hang hoa va doanh thu djch vu theo gia thuc te quy 1/2010 dl. chat tao ngot khac) co mire thue len tOi 20% .Kim ngach xuat khau quy 1/2010 du kien quy 1 du kien dar 14.2 ty USD. vOi cac chi 50 kinh te nhtr tren. Nh~p sieu quy 1/2010 khoang 2.96% so vOi thang tnroc. bang 18./ chi 50 gia tieu dung thang 02/2010 tang 1./ 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.8 ty USD. .46%. chi 50 gia tieu dung thang 02/2010 so vOi cung ky nam trl10c tang 8. .3% kim ngach xuat khau.20 se chju mtrc thue 3%.6 ty USD. co d~c diilchl1a pha them dl10ng hoac chat ngot khac thuoc nhom 04. nganh cling g~p khong it kho khan do thue nhap khau tang. cac lo~i sUa va kern. . Trang do./ . so vOi thang 12/2009 tang 3. mQt solo~i sUa thuoc nhom 04.J'kien tang khoang 24% so vOi quy 1/2009. thue nhap khau mQt 50 mat hang sera co su' dieu chlnh tang kha manh. ./ lJu tien 3 nam dau ke nr khi b~H dau chan nuol bo sera. Chinh sach thue: . Tuy nhien./ kY nam trl10c . ke ur ngay 28/9. 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%. nam 2010 se la cO hQi phat trien cho nganh.7-5. kim ngach nhap khau 16./ ./ Theo Thong tl1 162 do ThLr trl10ng BQ Tai chinh Do Hoang Anh Tuan ky ban hanh./ Ke ur ngay 28/9/2009.

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

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

156.307.714.239. COD..543) tren 65 tUOi: 5. Tinh den thang 12/2009. SOn La thich hop trong cO cho chat lircng cao. Da Lat. GDP binh quan dau nglJ'Oi nam 2009 dar khoang 1109/ nam. nang am.789. tlnh Lao Cai.024 ngU'Oi. Ngh~ An. thap hen mire 14.6% (narn 1.573 nglJ'Oi (0 giO ngay 01 thang 4 nam 2009) So nU' gi6'i: 43.475.2% (2009) nU'oc).2%. nCr 27.8% cua nam 2007 va mtrc 13.374.1 nam tren 100 nCr TV l~ tang dan so: 1. co nOi thuoc khi h~u luc dia nhtr Lai Chau. dong bQ.262 nglJ'Oi (chiern 29. 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.807... dar cac chi tieu moi trlJ'ong cua Vi~t Narn ve BOD. Tuy nhien.928. 6) Dieu kien tUnhien: Khi h~u Vi~t Narn mang d~c diem cua khi h~u gio mila. tlnh Lam DOng. Vi~t Nam dar mire tang trlJ'Ong cao nhat khu vue. Tang trU'ong GDP 5..Quan tr! chien luvc ISO 9000-2000. ¢ ur a GVGD: Nguyen Phiflm Tuyel Anh Trang 13 . Ba Vi.4% cua nam 2008. TSS . HACCP va dang dau ur xfiy dung h~ thdng xU ly nlJ'Oc thai hi~n dat.6% dan sO ca cO' diu dQ tuoi: 0-14 tuOi: 29.568. So dan song 0 khu vl!c thanh thl: 25. TV sO gi6'i tinh: 98.390) (2004 U'oc tinh) ( thea wikipedia) Ty l~ hQ ngheo chung cua ca nU'oc nam 2009 U'Octinh 12. nCr 2.524.763) 15-64 tuOi: 65% (nam 26.3%. Lam Dong. nCr 11. co noi co khi h~u on dOi nhu tai Sa Pa. 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. (Nguon: "Cong nghi~p Vi~t Nam") 5) Nhiin khau hOc: Tong dan so: 85. SOn La .4% (narn 12.098.

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 .

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

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

Su' khac bi~t hoa san pham.1iva tOCdO tang tr110ng cao (Giai doan 1996-2006. chi thap hen so vOi toc dO tang tr110ng 16. Th] trLfong sera n110c duoc danh gia la th] trl10ng co nhieu tiem nang tang trLfOngtrong nrong lai.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<. thap hen kha nhieu so vOi cac n110c chau A khac.MLrc dO san co cua hang hoa thay the.MLrc dO t~p trung cua khach hang trong nganh.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.So Itrong ng110i mua: anh hLfOngtrue tiep den doanh thu.Thong tin rna ngLfoi mua co dl1<.1i nhuan kha hap dan.1c dO toc tang trLfOngcao trong nhCrngnam tOi. .Dong cO cua khach hang.Tinh nhay cam dOi vOi gia. 3. Th] trLfong sera trong nLfOcco the tiep tl:JCduy tri dLf<. . . do mire tieu thu sCrabinh quan dau ngLfoi cua Vi~t Nam hi~n tat van dang mire thap. mire tang trLfong binh quan mOi nam cua nganh dar 15.1%/nam cua Trung QuOc). . MLrctieu dung sCrabinh quan cua Vi~t Nam chi dat khoang 11. . .Quan tr! chien luvc . ./ a Ben canh do.2 kg/nam.Tinh d~c trung cua nhan hi~u hang hoa. .1c khac bi~t hoa doi vOi nhCrngsan pham cua su' doi thu va cac san pham thay the khac.Cong ty Vinamilk da han che dLf<. . GVGD: Nguyen Phiflm Tuyel Anh Trang 17 .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<. tiem nang cua th] tnrong sCravan con rat Ian khi rna tieu dung san pham sCracua Vi~t Nam van con rat thap.2%.1c. ~ 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. va day cling la th] trLfong co bien l<.

Phan klnic th] trl10ng sCia d~c do nhu cau va th] hieu cua ng110i tieu dung ngay mQt giam dan.a'1'V1:1:.1:~[iI •• .~ .II' cn '1.t:. san pham sCia bQt trung va cao cap hien dang la nhom san ph am dan dau ve hi~u qua sinh IOi. .. o:o.. tuy nhien mire sinh loi giCr cac nhom san pham co su' khac bi~t kha Ian.!r:. Trang khi san xuat..u:. vOi mtrc sinh IOi dar khoang 40%/gia ban Ie. nen co mire sinh loi thap nhat va dat khoang 12%/gia ban le.I •. sCra n110c va sCra chua co mtrc sinh IOi dat khoang 30%/gia ban Ie.Quan tr! chien luvc ve mire tieu thu sCra trung binh cua Vi~t Nam hi~n nay khoang 7. Theo dl! bao trong thOi gian sap tOi mire tieu thu sCra se tang ur 15-20% ( tang theo thu nhap binh quan) m"~~~O ••••••• J.I_iI [~II!&.m (Nguon: Jaccar.ull:glr'iIIJI Lo#i~*~"~:. chat dinh dl10ng dlJ'Qc pha trQn thea ham 111Qng..1Il!I I·' "L i. BVSC) Nhin chung nganh san xuat sCra tat Vi~t Nam co mire sinh IOi kha cao.. GVGD: Nguyen Phiflm Tuyel Anh Trang 18 .8 kglng110i/nam tLrc la da tang gap 12 H~n so vOi nhCrng nam dau thap nien 90. cac doanh nghiep sCra phal slr dung vo hQp dat tieu chuan de de dang v~n chuyen va bao quan.i.""" ~. tl Khi sCra thanh pham da xong. vi~c pha che cac san pham ur sCra cling phuc tap vi cac l~ vitamin..:].-. 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.

. nang luc canh tranh vOi cac cong ty nU'oc ngoai thap. den phan phdi. V6n: MOt day chuyen san xuat sera co gia tr] trung binh khoang val chuc ty.Quan tr! chien luvc Mo hznh quy trinn 2. Nganh sera co h~ thong khach hang da dang tir tre nho den ngU'OiIan tUOi. 4. che bien sCra( theo Internet). Tuy nhien.Do do. che bien. 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. chi phi nhan cong. 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.. ra rang cho nrng khau. 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. tieu dung . van chua co tieu chuan cu the. nha nU'Occhua the kiem soat gfH gao cac nguon dau VaG nguyen li~u sira. Caeyeu t6thuong miiJi : Nganh cong nghiep che bien sera bao gom nhieu kenh tham gia nr chan nuoi.. chat ltrcng dau VaGcua cac cong ty chua cao.. chi phi nguyen li~u . 3. chat lircng nguon nhan lire chua cao va do cling la mOt rao can khong nho cho cac cong ty sera. Tuy nhien.. Tuy nhien. do la mOt khoan dau ur khong nho chua tinh den cac chi phi xay dung nha may.. cac truong di. d~c bi~t la tieng noi cua cac bO. 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. 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 . dong gol. GVGD: Nguyen Phiflm Tuyel Anh Trang 19 .

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

Dutch Lady.. + Cau tnic cua nganh : nganh sCracua Vi~t Nam la nganh pharr tan do co nhieu nha san xuat nhu' Vinamilk. . 2 cong ty nay da chiem khoang 72% th] phan tren th] trU'ong sira nU'oc va gan 100% th] tnrong sCrad~c. cac cong ty sira nU'oc ngoai nhu' Abbott. Abbott./ Thi tnrong sCianU'oc dU'Qcdanh gla la th] truong co nhieu tiem nang tang trU'ong trong tU'Onglai. . GVGD: Nguyen Phiflm Tuyel Anh Trang 21 . Johnson. dong thOi bien IQi nhuan cua cac san pham sira d~c cling nrcng dOi thap so vOi cac san pham sCrakhac. mire tang trU'ong binh quan mOi nam cua nganh dar 15. phan con l~i chu yeu do cac cong ty trong nU'oc khac nam giCr. chi thap han so vOi toc dO tang trU'ong 16. Vinamilk va Dutch Lady hi~n dang chiem giCith] phan Ian IU'Qtla 16% va 20% ./ 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.. Hanoi Milk.1 %/nam cua Trung Quoc).SI! canh tranh cua cac san pham sCianU'oc va sCrad~c nh~p khau gan nhu' khong dang ke . -/ Sila bQt hi~n dang IiI phan khuc C?lnhtranh khoc li~t nhat giCracac san pham trong nU'oc va nhap khau. Ba Vi .2%./ Con l~i 19% th] phan thuoc ve khoang tren 20 cong ty sCiaco quy rna nho nhtr Nutifood. Nestle ./ SCiangoai nhap nr cac hang nhu' Mead Nguon: Dairy Vietnam. -/ 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... Ba vi. 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./ 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. . Tren th] trucng sCiabOt. cac cong ty sira co quy rna nho nhtr Hanoimilk. cac loai sCranhap khau chiem khoang 65% th] phan.. dang chiem gan 60% th] phan.Quan tr! chien luvc 2006. vOi cac san pham chu yeu la sCrabOt. + Th] phan trong cO cau nganh sCra: . Nam . va day cling la th] truong co bien IQi nhuan kha hap dan. . chiem khoang BVSC 22% th] phan. .

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

sCiabOt cho tre em. . tre em. sCrauroi co gia dao dong tir 2.700d..pg If----------I Quyfutll)'C d am p ha.cu Djcb L__ thrrcjcua s. b6 nqanh I Qtryen dam phan I lrrc Keach "" I __j "hi. nglJ'Oi lon . phan ph6'.Quan tr! chien luvc Doi thf frem an Be d./ Thu nhap: cac san pham cua Vinamilk deu co mere gia hop li cho tung doi tucng nglJ'Oi tieu dung./ DO tuOi: khach hang cua Vinamilk khong phan bi~t tUOitac do cong ty co nhieu san pham danh cho tung dO tUOikhac nhau nhu: sCranroi cho gia dinh.pang Tha.oa cue cac d oi t'hu chua x'uat hi¢fi N'he.400d den 4. ngUoi than trong gia dinh. tre em chinh la th] tnrcng tucng lai. I C. )../ Trang nr duy cua marketer.n ~ Canh tranh no. tre em mang trong minh ba quyen luc vOi th] trUong: kha nang chi tieu true tiep.100d.an p ham 'vu thay th@ san pham they I ttle I 2) Khcich hang: (a) Ca nhan: . kha nang anh hlJ'ang tOi chi tieu cua bo me. __ C'anh trartbqiu-a cac doanh nghi$p dangco m~t tren thl tla. th~m chi chi phOi nglJ'Oi tieu dung khi ho da trUang thanh. .700d den 4.... ./ 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. GVGD: Nguyen Phiflm Tuyel Anh Trang 23 .MQi dOi tuong deu co the SLr dung san pham cua Vinamilk. (b) Tiem nang: . Cac san pham thong dung cua Vinamilk co mtrc gia kha thap ( sCrachua co gia dao dong ur 3. nglJ'Oi mang thai.

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

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

00 TOng sO diem la 2.08 0.07 0.07 0.1 1. 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. cac yeu to dau VaG va str gia tang cac san pham thay the anh hucng IOn den cong ty.06 0.Quan tr! chien luvc Nguon sCrauroi dlJ'Qclay nr cac tranh trai trong nUoc. Vinamilk nen kiem soat va thea doi cac tong tin nay de phat trien On dinh hon.4 0.09 0.03 0.09 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. GVGD: Nguyen Phiflm Tuyel Anh Trang 26 .3 0.3 0.Tuy nhien.3 2.07 0.14 0.87 0.2 0.03 0.8 0.03 0.04 0.09 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.15 0.87 cho thay kha nang phan Lrngcua Vinamilk kha tOt.1 0.03 0.1 0.05 0.15 0.

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

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