TRNG I HC NGN HNG TP H CH MINH

MN QUN TR THNG HIU

LP H25MAR01
GVHD: ThS NG TH XUN BNH

TI: TIP TH GI TR N C NG
CNG TY VINAMILK

TPHCM, thng 3 nm 2012

Qun tr thng hiu 2012

DANH SCH THNH VIN NHM 4

MAI PHI LONG

030324083069
030325090045

2
3
4
5
6
7
8
9

V TH KIU VY
L TH DIM L
NGUYN DUY KHOA
PHAN TH NH TUYT
TRN TH HNG GIANG
NGUYN ANH TUN
PHAN NGUYN THANH NGUYN
PHNG VIT LONG

030325090142
030325090049
030325090170
030325090131
030325090016
030325090385
030325090061
030325090045

GVHD: Ng Th Xun Bnh

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MC LC
NHN XT CA GING VIN ....................................................................................... 5
LI M U ..................................................................................................................... 6
A. L THUYT ............................................................................................................... 7
KHI QUT V C NG ................................................................................... 7

I.

1. Khi nim, c im c ng: ............................................................................... 7

2. Phn loi c ng ................................................................................................... 7
3. Quyn v ngha v ca c ng trong cng ty: ..................................................... 8
3.1

Ngha v .......................................................................................................... 8

3.2

Quyn ca c ng .......................................................................................... 8

II. TM QUAN TRNG CA C NG TRONG CNG TY................................. 8

III.

L THUYT TIP TH N C NG ............................................................ 9

1. Khi nim xc nh gi tr doanh nghip v tip th gi tr n c ng ............... 9

2. i tng p dng ................................................................................................. 9
3. Li ch .................................................................................................................... 9
B. TIP TH GI TR N CC C NG TRONG CNG TY VINAMILK . 10
I.

NGHIN CU THC TRNG CA VINAMILK .............................................. 10

1. Gii thiu s lc v cng ty Vinamilk ............................................................... 10
1.1

Hot ng kinh doanh chnh ......................................................................... 10

1.2

C phiu v li nhun ca c ng trong cng ty Vinamilk ........................ 10

a. Thnh phn c ng va cng ty ...................................................................... 10

b. Nhn inh c phiu VNM ca FPTS ................................................................ 10
1.3 Gii thiu v cc dng sn phm ...................................................................... 12
2. Phn tch ni ti doanh nghip ca Vinamilk ...................................................... 12
II. XC NH MC TIU V LP K HOCH TIP TH N C NG ......... 13
1. XC NH MC TIU ...................................................................................... 13
1.1

Xc lp mc tiu cn t c ...................................................................... 13

1.2

Cng chng mc tiu: C ng ca cng ty Vinamilk .................................. 13

2. LP K HOCH TIP TH N CNG CHNG MC TIU ...................... 14

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2.1
a.

Nhn dng thng hiu ................................................................................. 14

Gi tr Ct li ................................................................................................... 14

b. Gi tr m rng ................................................................................................. 14
2.2

Xy dng thng hiu ................................................................................... 15

a. V tr trn th trng ......................................................................................... 15

b. To danh ting c nhn .................................................................................... 15
c.

Gi tr thng hiu sn phm ........................................................................... 16

d. Gi tr c phiu ................................................................................................. 16
2.3

nh v thng hiu ....................................................................................... 17

III. THC HIN CHIN LC PHT TRIN THNG HIU .............................. 17

1. Vinamilk thc hin chin lc g thu ht c ng mi.............................. 17
2. Chin lc i vi c ng c ............................................................................. 18
1.1

Bo mt thng tin .......................................................................................... 18

1.2 Giao tip in t hp l ..................................................................................... 20

1.3 Lu tr ti liu cn thn.................................................................................... 20
1.4 X l c trch nhim thng tin ni .................................................................... 20
1.5

Cng b cn thn cc thng tin ra cng chng ............................................ 21

1.6

Pht hnh c phiu thng vi t l 2:1 vo nm 2011 ............................... 21

1.7 Tip th chin lc c tm nhn xa .................................................................... 21

C. KT LUN ................................................................................................................ 21
BNG PHN CNG CNG VIC NHM 4 ................................................................. 22

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NHN XT CA GING VIN

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LI M U
Cng ty C phn Sa Vit Nam -VINAMILK khng nh v th v danh ting trn
thng trng trong sut nhiu nm qua v tr thnh biu tng Nim tin Vit Nam v
sn phm dinh dng v sc khe. p li s ng hnh v ng h ca ngi tiu dng,
hn ai ht, VINAMILK hiu r s mnh - VINAMILK cam kt mang n cho cng ng
ngun dinh dng tt nht, cht lng nht bng chnh s trn trng, tnh yu v trch
nhim cao ca mnh vi cuc sng con ngi v x hi- Bn cnh Tn trng li ch ln
nhau l phng chm quan trng v thit yu trong mi quan h ca VINAMILK vi i
tc, nh u t v c ng. Tn ch ca Vinamilk l xem li ch ca cc c ng nh chnh
li ch ca mnh, Vy lm th no c ng hiu v nhn bit su sc v tm nhn cng
nh tnh cam kt ca cng ty dnh cho Vinamilk. Xin mi c v tt c cc bn n vi bi
thuyt trnh ca nhm ngy hm nay, vi tiTIP TH GI TR N C NG
CNG TY VINAMILK.

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A. L THUYT
I. KHI QUT V C NG
1. Khi nim, c im c ng
C ng (shareholder) l mt c nhn (hoc mt t chc) s hu hp php mt lng c
phiu nht nh ca mt cng ty c phn. Cc c ng thng c hng mt s c
quyn nht nh ty thuc vo loi c phiu m h nm gi, trong c quyn biu quyt
i vi cc vn lin quan n bu c hi ng qun tr, quyn c hng thu nhp t
hot ng ca cng ty, quyn c mua c phiu mi pht hnh ca cng ty, v quyn i
vi ti sn ca cng ty nu cng ty tin hnh gii th.
2. Phn loi c ng
2.1 Cc loi c ng thng c phn bit bng quyn cng nh ngha v gn lin vi
loi c phiu m h s hu.
C ng sng lp: l nhng c ng u tin gp vn hnh thnh nn cng ty c
phn.
C ng c bit: l c ng (thng l Nh nc) mc d ch nm mt s lng c
phn rt t i ch mang tnh cht tng trng nhng c quyn ph quyt trong mt s
quyt sch quan trng (c quy nh trong iu l cng ty) ca cng ty c phn.
Loi c ng ny cn gi l c ng u i biu quyt v loi c phn m c ng
c bit nm gi gi l c phn vng
C ng u i: l nhng c ng c u tin mt quyn no (thng l quyn
hng mt t l c tc c nh trc khi li nhun c phn phi cho cc c ng
khc, quyn nhn li gi tr ca c phn khi c yu cu). i km vi quyn u tin,
c ng u i thng b hn ch cc quyn khc (v d quyn ng c vo b my
qun tr ca cng ty, quyn biu quyt...).
C ng thng: l cc c ng cn li.
2.2 Mt cch phn loi khc l cn c t l c phn m c ng nm gi, theo cch ny c
ng c phn loi thnh c ng ln v c ng thiu s. T l c th coi l c ng
ln thng do iu l cng ty c phn quy nh trn c s tun th lut php.
3. Quyn v ngha v ca c ng trong cng ty:
3.1
Ngha v
Thanh ton s c phn cam kt mua trong thi hn chn mi ngy, k t ngy
cng ty c cp Giy chng nhn ng k kinh doanh; chu trch nhim v cc
khon n v ngha v ti sn khc ca cng ty trong phm vi s vn gp vo cng
ty.Khng c rt vn gp bng c phn ph thng ra khi cng ty di mi hnh
thc, tr trng hp c cng ty hoc ngi khc mua li c phn.
Tun th iu l Cng ty v cc quy ch ca Cng ty; chp hnh quyt nh ca i
hi ng C ng, Hi ng qun tr;
Cung cp a ch chnh xc khi ng k mua c phn
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Hon thnh cc ngha v khc theo quy nh ca php lut hin hnh.
3.2 Quyn ca c ng
Tham d i hi ng c ng v thc hin quyn biu quyt trc tip hoc thng
qua i din c y quyn.
Nhn c tc
T do chuyn nhng c phn khi c thanh ton y theo quy nh ca iu
l v php lut hin hnh tr trng hp c quy nh khc.
c u tin mua c phiu mi cho bn tng ng vi t l c phn ph thng m
h s hu
Cn rt nhiu quyn li khc ca c ng, cc bn c th tm hiu Lut kinh t.
II.

TM QUAN TRNG CA C NG TRONG CNG TY

Ni v thng trng, xa ng cha ta c cu bun ti khng bng di vn v chnh cc
c ng u t em li ngun vn cho cng ty. C th ni c ng c vai tr quan trng
i vi s tn ti v pht trin ca mt cng ty, c th k ti nh sau:
C ng l nhng ht ging ca cng ty, l thnh vin quan trng nht ca th trng v
h l ngi sn sng b tin u t gip cng ty thc hin cc d n, k hoch kinh doanh
v chia s ri ro cng nh cng pht trin, l ngi tham gia vo vic ra cc quyt nh quan
trng, nh hng cho s pht trin lu di ca cng ty.
C ng cn ng vai tr v cng quan trng gip cng ty qung b hnh nh cng ty ra
i chng, ng gp vo s pht trin bn vng, quyt nh yu t thnh bi ca cng ty.
Khng nhng th, nng lc ti chnh, quyn li, kin thc v c o c ca c ng quyt
nh cht lng pht trin th trng chng khon ca mt quc gia

III.

L THUYT TIP TH N C NG
1. Khi nim xc nh gi tr doanh nghip v tip th gi tr n c ng
Xc nh gi tr doanh nghip: L iu tra chi tit v nh gi cc hot ng ca cng ty
nhm xc nh gi tr hin hu v tim nng ca mt doanh nghip.
Vic xc nh gi tr ca doanh nghip l bc quan trng nhm tip th gi tr n c ng,
t c ng hoc nh u t nm bt mt cch chi tit nht v tnh hnh hin ti ca
cng ty trc khi a ra quyt nh cui cng
2. i tng p dng
Cc cng ty
- v ang chun b c phn ha

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- D kin s c nhng thay i ng k v quyn s hu hoc c cu vn ca cng ty: sp
nhp, lin doanh, lin kt, chuyn nhng vn, mua bn cng ty hoc nhng quyn kinh
doanh
- Chun b pht hnh tri phiu ln u tin ra cng chng
- ang trn pht trin v m rng qui m hot ng, hoc c s thay i v t chc hot
ng sn xut, kinh doanh.
3. Li ch
Li ch ca qui trnh xc nh gi tr doanh nghip l kh nng tng hp, nh gi, phn tch
v khp li cc d liu qu qu kh v trin vng pht trin trong tng lai ca Doanh
nghip trong mt bn bo co chnh xc v ton din.
Bng vic xc nh cc im mnh, im yu v cc gi tr ct li ca cng ty, xc nh gi
tr Doanh nghip tr thnh mt cng c hu hiu gip cng ty hin thc ho c c hi
v gia tng gi tr cho cc c ng hoc nh u t tng lai.
Trong cc trng hp cn thit, s vch ra cc k hoch v cc kin ngh chun b cho cc
hot ng tin v hu IPO
Ch ra nhng thay i cn thit v h thng ti chnh, c cu thnh phn c ng hoc cu
trc doanh nghip bi qui trnh ny s to ra mt din n m cng ty c th tho lun
mt cch su rng v xem xt xem nhng c cu ny c ng nht v c li cho tng lai
ca cng ty hay khng?
H tr Hi ng qun tr v Ban Gim c a ra nhng quyt nh kh khn nh cc
hot ng bn hng hoc loi b cc hot ng lm n khng c li hoc khng mang tnh
mu cht, tp trung vo nhng hot ng mang li gi tr cao
a ra nhng phn tch v h thng qun tr v iu hnh cng ty, ng thi cung cp
nhng nh gi v nng lc i vi mt s cc v tr nhn lc ch cht
Mt d n Xc nh gi tr Doanh nghip ton din v thnh cng s em li nhng hiu
qu tch cc do i ng chuyn gia t vn s pht hin ra nhng khu vc lm n hiu qu
ca cng ty, t s a ra c nhng gii php pht huy ti a hiu qu im mnh
gia tng gi tr cho cc c ng v ch doanh nghip.
B. TIP TH GI TR N CC C NG TRONG CNG TY VINAMILK
I. NGHIN CU THC TRNG CA VINAMILK
1. Gii thiu s lc v cng ty Vinamilk
Tm nhn: Tr thnh biu tng nim tin s 1 Vit Nam v sn phm dinh dng
v sc khe phc v cuc sng con ngi

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S mnh: Vinamilk cam kt mang li cho cng ng ngun dinh dng tt nht,
cht lng nht, bng chnh s trn trng, tnh yu v trch nhim cao ca mnh vi
cuc sng con ngi v x hi
1.1 Hot ng kinh doanh chnh
Sn xut v kinh doanh sa hp, sa bt, bt dinh dng, bnh, sa ti, sa u nnh,
nc gii kht, v cc sn phm t sa khc
Kinh doanh thc phm cng ngh, thit b ph tng, vt t, ho cht v nguyn liu.
Kinh doanh nh, mi gii cho thu bt ng sn, kinh doanh kho bi, bn bi, kinh doanh
vn ti hng bng t, bc xp hng ho.
1.2 C phiu v li nhun ca c ng trong cng ty Vinamilk
a. Thnh phn c ng va cng ty
CC ng
SS lng (CP)
TT l s hu (%)
CC ng nh nc
165.943.887
447.00
CC ng nc ngoi
162.413.166
446.00
CC ng khc
24.715.047
77.00
TTng
353.072.100
1100.00
Trong ton b vn nh nc do SCIC qun l.
Cc qu ca Dragon Capital nm gi 7,6724%
b. Nhn inh c phiu VNM ca FPTS
C phiu VNM thuc top nhng blue-chips c th gi cao nht trn sn chng khon
thi im hin nay v lun c nh u t nc ngoi sn n. iu cng ng ngha
vi vic c phiu ny ang c th trng nh gi cao (P/B=4,07, P/E= 7,65) hn so vi
mt bng chung. Tuy nhin do c cu c ng qu tp trung vo c ng nh nc, c ng
nc ngoi nn lng c phiu thc t tham gia giao dch thp khin thanh khon m ny
tng i thp.
Kt qu kinh doanh tng trng n tng qua cc nm nhng VNM li c n nh gi
kh cao nn c phiu ny ch ph hp vi nh u t gi tr c ngun vn di hn. Nhng
nh u t ngn hn rt kh kim c li nhun m VNM.
Nm 2008 Vinamilk (VNM) th hin ni lc thng qua kt qu kinh doanh kh tt.
Ch trong 10 thng u nm 2008, VNM t 7.076 t ng doanh thu v 1.129 t ng li
nhun rng, hon thnh 86,3% v 99% k hoch nm.

VNM
GI
P/E
P/B
EPS
C TC
GVHD: Ng Th Xun Bnh

78.5000 ng/cp
11,15
3
7.081 ng
29%
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Xt v c phiu, vi gi tr giao dch bnh qun t 706.000 USD/ ngy (hn 12 t
ng/ngy), VNM chim gn 5% tng gi tr giao dch trn sn TP.HCM v l mt trong
nhng c phiu nim yt c tnh thanh khon cao nht. Nn kinh t vn cn kh khn, mc
chi tiu cho cc mt hng tiu dng ti Vit Nam s st gim trong vng 12 thng ti.
Nhng qua ch s trn, c th d on rng, din bin gi ca VNM s vn tt hn VNIndex. Ngoi ra, theo nh gi ca mt cng ty chng khon ln ti TP.HCM, vic nh u
t nc ngoi bn c phiu VNM gn y cng m ra mt c hi hp dn mua vo c
phiu ny. Vic bn ra ny ch l ng thi phn ng trc cc s kin kinh t nc ngoi,
cn kh nng tng trng v nhng nhn nh tt v c phiu VNM vn khng h thay i.
Trc ht, c phiu VNM c mc tng trng cao, n nh v gi hp dn. VNM l mt
trong nhhng doanh nghip c t l tng trng n nh, t ri ro. Trong tnh hnh kinh t
ton cu gp nhiu bt n, nh u t c th cn nhc chn c phiu ca doanh nghip c
mc tng trng li nhun 15% nm v P/E (ch s gi trn thu nhp ca mi c phiu) ca
nm 2009 l 9. V c phiu VNM p ng c nhng yu cu ny.
Th hai, v kh nng ti chnh, VNM l cng ty c dng tin n nh v kh nng ti tr
vn tt. Khc vi nhiu cng ty ang gp kh khn do thiu ht vn hoc c nhiu khon
u t ti chnh, bt ng sn, VNM c ti sn mnh v tnh thanh khon cao. Theo nh
gi ca Cng ty Chng khon Thin Vit, kh nng ti tr vn cho cc d n u t bng
chnh dng tin t hot ng kinh doanh ct li ca VNM l mt c tnh quan trng, gip
gim thiu ri ro cho nh u t khi mua c phiu ny.
Th ba, tim nng tng trng ca VNM cn da vo mt s yu t quan trng l th phn,
gi tr vn ho v mng li phn phi. Hin nay, VNM chim gn 39% th trng cc sn
phm sa trn c nc, l mt trong nhng cng ty c gi tr vn ho ln nht th trng
(chim 7%). Mng li phn phi cng l mt th mnh ca VNM. Cng ty ny s hu mt
h thng phn phi s gm 220 nh phn phi, c mt ti 64 tnh thnh.
Nhng thun li trn l c s c th a ra cc s liu lc quan v s tng trng ca
VNM trong thi gian ti.
D c t sut li nhun gp trn doanh thu ca VNM tng t 27% trong nm 2007 ln 33%
trong nm 2008 v 2009. Cc ng lc chnh gip lm tng t sut li nhun gm gi vn
gim (nh u t vo cc tri b sa); gi bn tng; hiu qu kinh doanh tng nh quy m
sn xut (gi n v sn phm thp hn) v ti c cu sn phm. T sut li nhun t hot
ng c d on cng s tng ng k, t 9% nm 2006 ln 19% nm 2009, ch yu l
da vo t sut li nhun gp tng v t trng chi ph bn hng trong doanh thu gim (ch t
11% trong 6 thng u nm 2008).

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Trong khi d on giai on 2008-2012, t l tng trng EPS (thu nhp trn mi c
phn) trc thu bnh qun hng nm ca c phiu VNM s vo khong 20% nm do hot
ng kinh doanh ct li tip tc t hiu qu cao.
1.3 Gii thiu v cc dng sn phm
Tp on Vinamilk lun mang n cho bn nhng sn phm cht lng, b dng v ngon
ming nht cho sc khe ca bn. Hin nhn hng ang dn u trn th trng gm: Sa
ti Vinamilk, Sa c, Sa bt Dielac, Nc p tri cy V-Fresh, Tr cc loi...
Chng ti tp trung lm ra nhng sn phm Vinamilk vi cht lng quc t lun hng
ti s p ng hon ho nht cho ngi tiu dng.
VINAMILK: sa ti, sa chua n, sa chua ung, sa chua men sng, kem, pho mai, sa
bt dnh cho ngi ln
DIELAC: sa bt dnh cho tr em, sa bt dnh cho b m
RIDIELAC: bt n dm dnh cho tr em
VFRESH: sa u nnh, nc p tri cy, smoothie, tr cc loi, nc nha am
SA C: ng Th, ngi sao Phng Nam.
2. Phn tch ni ti doanh nghip ca Vinamilk
C khon 4.500 cn b cng nhn vin
Hin ti Vinamilk ang hot ng vi s t chc v c cu qun l sau:

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Hin ti, Vinamilk bn sn phm thng qua 240 nh phn phi cng vi hn 140.000
im bn hng ti ton b 64 tnh thnh ca c nc. i ng bn hng nhiu kinh nghim
gm 1.787 nhn vin bn hng trn khp t nc h tr cho cc nh phn phi phc v
tt hn cc ca hng bn l v ngi tiu dng, ng thi qung b sn phm ca chng
ti. i ng bn hng cn kim nhim phc v v h tr cc hot ng phn phi ng thi
pht trin cc quan h vi cc nh phn phi v bn l mi. Ngoi ra, chng ti cn t chc
nhiu hot ng qung b, tip th vi cc nh phn phi a phng nhm qung b sn
phm v xy dng thng hiu trn khp t nc.
II. XC NH MC TIU V LP K HOCH TIP TH N C NG
1. XC NH MC TIU
1.1 Xc lp mc tiu cn t c
Gip nhn dng thng hiu i vi cc c ng mi
To s tin tng i vi cc c ng c trong di hn
Ti a ha gi tr ca c ng
1.2 Cng chng mc tiu: C ng ca cng ty Vinamilk
C cu c ng Vinamilk hin nay nh sau:
+ C ng nh nc: 47%
+ C ng nc ngoi: 46%
+ C ng Vit Nam: 7% ( bao gm tt c cc t chc v cc c nhn)
Vi tc tng trng li nhun k t nm 2006 (nm m VNM bt u nim yt trn
HoSE) thp nht l 30%/nm (c bit nm 20009 ln ti 90%) c th thy VNM xng ng
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khi c nh gi l c phiu Bluechip trn hai sn nim yt. C cu c ng ca VNM
cng gp phn cng c thm cho nhn nh ny khi s hu ca nc ngoi gn st vi
quy nh (ti a 49%), nh nc cng l mt c ng ln song khng phi l c ng nm
quyn chi phi hot ng. Vi t l s hu ca cc t chc ln n hn 65%, c th thy c
cu c ng ca VNM khng b phn tn v iu ny gip cho vic nh hng hot ng
ca VNM c tp trung v cc quyt nh s c thc hin nhanh chng hn. Nhn chung
cc c phiu c t l s hu nc ngoi cao cng l mt yu t th hin s nh gi tt v
hot ng ca cng ty.
2. LP K HOCH TIP TH N CNG CHNG MC TIU
2.1 Nhn dng thng hiu
a. Gi tr Ct li
Gi tr cung cp: Tr thnh biu tng nim tin s 1 VN v sn phm dinh dng v sc
khe phc v cuc sng ca con ngi
Sn phm chnh: Sa v cc sn phm t sa
Cht lng sn phm: Mang n ngun dinh dng tt nht , cht luuwongj tt nht, sa
ti nguyn cht 100% c mt trn ton t nc VN.
Dch v: Tn trng cc tiu chun c thit lp:Thn thin,c cc dch v chm sc
khch hng, s tin li trong vic phn phn phi sn phm s v l.
Ngi s dng: Tp trung ch yu vo tr em t thnh th n nng thn
V sinh an ton thc phm: Coog ngh ch to cao, sa nguyn cht, m bo sc khe
cho ng tiu dng, trang thit b hng u, phng th nghim hin i bc nht, t ho c cc
chuyn gia danh ting trong v ngoi nc
b. Gi tr m rng
S thun tin: a dng trong sn phm, chng loi, c nhiu s la chn cho khch hng,
tit kim thi gian, phn phi rng.
Chng loi sn phm: sa ti, sa bt, sn chua, sa t, kem, nc gii kht.
C s ca mi quan h:
+ Slogan: Nim tin Vit Nam

+ Logo:
+ Hnh nh i din: Nhng ch b s v nhng a tr
Li ch cha nng: Nng cao kh nng min dch, tng cng sc khng.

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Li ch cm xc: ung dinh dng tinh thn cho cc b m dnh cho con, cuc sng
ti p, thng hiruj hng u. Khch hng s khng lo lng khi dng sn phm ca
VNM, tn nhim cao, uy tn i vi c th trng.
2.2 Xy dng thng hiu
a. V tr trn th trng
Vinamilk l doanh nghip hng u ti Vit Nam v sn xut sa v cc sn phm t sa.
Hin nay, Vinamilk chim khong 75% th phn ton quc. Mng li phn phi ca
Vinamilk rt mnh trong nc vi 183 nh phn phi v gn 94.000 im bn hng ph u
64/64 tnh thnh. Khng ch thnh cng trong nc, hin ti sn phm Vinamilk cn c
xut khu sang nhiu nc: M, Canada, Php, Nga, CH Sc, Ba Lan, c, Trung Quc,
Khu vc Trung ng, Khu vc Chu , Lo, Campuchi ..
b. To danh ting c nhn
Trang thit b hng u, phng th nghim hin i bc nht, Vinamilk t ho cng cc
chuyn gia danh ting trong v ngoi nc ng tm hp lc lm ht sc mnh mang li
nhng sn phm dinh dng tt nht, hon ho nht.
Trong nhiu nm qua, Vinamilk lun c bit n l DN hng u hng v cng ng
cng cc hot ng t thin x hi. Mi y, Vinamilk t chc on trc tip n thm
hi, ng vin v trao qu cho ngi dn 5 tnh Ngh An, H Tnh, Qung Bnh, Qung Tr,
Tha Thin Hu b nh hng bi l lt vi tng s tin 1,7 t ng. Vinamilk cn kt hp
vi Qu Bo tr Tr em Vit Nam thnh lp Qu sa "Vn cao Vit Nam". Mc tiu ca
chng trnh l nhm chia s nhng kh khn ca tr em ngho, c hon cnh c bit, b
suy dinh dng, khuyt tt.
Vi nhiu n lc ca mnh, Vinamilk to dng c danh ting ring trong mi ngi v
t c nhiu thnh tch
1985, Hun chng Lao ng Hng III
1991, Hun chng Lao ng Hng II
1996, Hun chng Lao ng Hng I
2000, Anh Hng Lao ng
2001, Hun chng Lao ng Hng III cho 3 nh my thnh vin VNM l Dielac, Thng
Nht, Trng Th.
2005, Hun chng c lp Hng III cho Cng ty, Hun chng Lao ng Hng III cho
nh my Sa H Ni.
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2006, Hun chng Lao ng Hng II cho 3 nh my thnh vin VNM l Dielac, Thng
Nht, Trng Th, c tn vinh v ot gii thng ca T chc s hu tr tu Th gii
WIPO, Siu Cp Hng Vit Nam cht lng cao v uy tn.
1991 - 2005, Lin tc nhn c lun lu l "n v dn u phong tro thi ua Ngnh Cng
Nghip VN"
1995 - 2007, Top 10 Hng Vit Nam cht lng cao
Top 200 Doanh Nghip Va v Nh Chu do Forbes Asia bnh chn (2010)
Top 10 thng hiu c ngi tiu dng yu thch nht Vit (Nielsen Singapore 2010)
Top 5 doanh nghip t nhn ln nht th trng Vit Nam (VNR500)
c. Gi tr thng hiu sn phm
c hnh thnh t nm 1976, Cng ty Sa Vit Nam (VINAMILK) ln mnh v tr
thnh doanh nghip hng u ca ngnh cng nghip ch bin sa, hin chim lnh 75% th
phn sa ti Vit Nam.
Vi s a dng v sn phm, Vinamilk hin c trn 200 mt hng sa v cc sn phm t
sa gm: Sa c, sa bt, bt dinh dng, sa ti, Kem, sa chua, Ph mai. V cc sn
phm khc nh: sa u nnh, nc p tri cy, bnh, c C ph ha tan, nc ung ng
chai, tr, chocolate ha tan ...
Cc sn phm ca Vinamilk khng ch c ngi tiu dng Vit Nam tn nhim m cn c
uy tn i vi c th trng ngoi nc. n nay, sn phm sa Vinamilk c xut khu
sang th trng nhiu nc trn th gii: M, Canada, Php, Nga, c, CH Sc, Balan,
Trung Quc, khu vc Trung ng, khu vc Chu , Lo, Campuchia
Trong thi gian qua, Vinamilk khng ngng i mi cng ngh, u t dy chuyn my
mc thit b hin i nng cao cng tc qun l v cht lng sn phm p ng nhu cu
ngy cng cao ca ngi tiu dng.
d. Gi tr c phiu
Nm qua Vinamilk chnh thc cn mc 1 t USD doanh thu, trong , doanh thu xut
khu t hn 140 triu USD. Ti th trng trong nc, vi hn 170.000 im bn l, sn
phm sa bt ca Vinamilk ang chim khong 30% th phn.
Theo bo co ti chnh hp nht ca Vinamilk, tng doanh thu bn hng v cung cp dch
v nm 2011 t hn 22 nghn t ng, tng hn 37% so vi nm 2010.
Li nhun sau thu thu t 4.218 t ng, tng 16,7%.

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Li nhun sau thu hp nht 2007-2011 ca Vinamilk

D lin tc chia thng tng vn nhng Vinamilk u duy tr mc c tc tin mt hng

nm t 30-40%. Gi VNM cng tng gp ri trong nm 2011.
C phiu VNM rt c khi ngoi a chung v hin h ang nm gi ti a 49% c phn.
Hi gia nm, Vinamilk pht hnh ring l 10,3 triu c phiu cho nh u t ngoi mc
gi xp x 130.000 ng/cp, cao hn 30% so vi th gi lc pht hnh.
2.3 nh v thng hiu
Trong nm, Cng ty tip hn 100 lt nh u t l cc cng ty chng khon, cc qu
u t ln v chuyn nghip n t cc quc gia khc nhau trn th gii v nhiu nh u
t sau tr thnh c ng chnh ca Vinamilk.Ngoi ra, Vinamilk cng tham gia cc
bui thuyt trnh cho nh u t do cc cng ty chng khon t chc ti thnh ph H Ch
Minh, Bangkok Thi Lan, Singapore v Hongkong. Bn cnh , Vinamilk cng duy tr
knh thng tin vi c ng v nh u t qua email, in thoi v mc hi p trn website
Cng ty.Theo kho st ca VietStock, Vinamilk l cng ty dn u trong Top 5 doanh nghip
nim yt c hot ng quan h nh u t tt nht nm 2011. y l kho st c thc
hin trn tng cng 695 doanh nghip nim yt trn sn giao dch chng khon thnh ph
H Ch Minh v H Ni
Vinamilk hay m cc bui hp bo, bo co ti chnh hng qu, hng nm nhm thng bo
tnh hnh hot ng ca cng ty cho cng nhn vin cng nh cc c ng c nm
r.Ngoi ra, nh v thng hiu ca mnh, vinamilk thng m cc cuc hp i hi
ng c ng v nhng bi thng co bo ch, nhm PR cho thng hiu Vit ny.
III. THC HIN CHIN LC PHT TRIN THNG HIU
1. Vinamilk thc hin chin lc g thu ht c ng mi
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C ch chnh sch thu ht c ng thng thong, minh bch: Vinamilk a ra nhng s
liu c th v gi c phiu, mc doanh thu, v c li nhun.
Kp thi iu chnh, b sung v ban hnh danh mc d n gi vn u t trc tip nc
ngoi ph hp vi tnh hnh thc t ca cng ty.
Tch cc tuyn truyn, tip th v qung b hnh nh, mi trng v c hi u t trn th
trng ni a.
T chc, tham gia cc hi ngh, hi tho xc tin, vn ng u t: Thng qua cc bui
hp i hi ng c ng, cc bo co thng nin, cc thng co bo ch
T chc o to, nng cao nghip v cho i ng cn b lm cng tc xc tin u t.
Ci thin mi trng u t bao gm hon thin c s h tng, ci cch th tc hnh
chnh
2. Chin lc i vi c ng c
i vi c ng c trong cng ty, Vinamilk thc hin chin lc g to nim tin bn
vng h?
Gi tr dnh cho bn hng li ca cng ty l kt qu thnh cng ca qu trnh phc v v
ginh c nim tin t khch hng v c ng ca cng ty. Cng ty phi c trch nhim tn
trng v bo v ti sn m c ng tin tng giao ph, ng thi cung cp cho c ng
nhng thng tin h cn a ra qut nh u t c hiu bit. lm iu ny, cng ty cn
tip th n c ng nhng iu sau

Cng ty m bo vic bo mt thng tin

S dng giao tip in t hp l
Lu tr ti liu cn thn
X l c trch nhim thng tin ni b
Cng b cn thn cc thng tin ra cng chng

1.1 Bo mt thng tin

Thng tin b mt ca cng ty ng mt vai tr quan trng trong cch cch lm vic vi cc
c ng. Cng ty duy tr li th cnh tranh ca mnh bng cch gi mt s thng tin b mt
v c quyn, ng thi bo v thng tin ny khi cc mi e do bo mt, ngn chn tit l
khng mong mun l iu thit yu nng cao tnh hiu lc ca thng tin ny. Vic ny s
gip bo v ti sn c gi tr ca cng ty v to c nim tin bn vng c ng.
Phng php thc hin
Thc hin th tc bo mt thng tin ca cng ty chia s thng tin vi ngi khc. Qu
trnh ny bao gm vic t c ph chun thch hp v thc hin tha thun bo mt vi
ngi nhn.
Khi gi thng tin b mt cho ngi bn ngoi qua email, hy ng gi (cc) cho ngi
ph chun qu trnh chuyn thng tin ny
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Lp t h thng my tnh hin i.
1.2 Giao tip in t hp l
Mt s thit b cng ngh y mnh tc giao tip v quy trnh kinh doanh, my tnh,
h thng giao tip v cc thit b in t cho php chng ta thc hin tin nhanh hn.
ng thi gip cng ty lin kt cht ch vi cc c ng v gip cc c ng nm r tnh
hnh ca cng khi mi lc,mi ni
Phng php thc hin
u t vo vic mua cc my mc thit b hin i. Cng ty vinamilk nng cp h iu hnh
sang Windows 7 v mail server t Exchange 2007 ln Exchange 2010. Giai php truyn
thng hp nht (Unified Communication): H thng in thoi trong ton Cng ty da trn
h thng mng (IP phone); ton b cc b phn c th hi hp, tho lun trc tuyn qua
mng; v cc thng tin trao i trong Cng ty c tch hp trn cng mt h thng
1.3 Lu tr ti liu cn thn
H s cng ty cung cp thng tin quan trng v hot ng ca cng ty. N gip nh gi
mc tiu v chin lc, xc nh cc ngun lc v d liu kt qu, gip chng ta ci thin
cch thc phc v v lm vic vi ton b cc c ng. chng ta ch yu da vo tnh chnh
xc v nguyn vn ca h s a ra quyt nh. V vy, cn phi s dng v duy tr cn
thn cc ngun thit yu ny ca cng ty to c s tin tng c ng.
Phng php thc hin
Khi h s c hon tt, cn phi hy b mi bn sao v lu tr cn thn theo quy iinh
ca cng ty
Ngn cm mi hnh vi thay di, xa hoc hy bt k h s no, pha c ngi kim tra ,
qun l
1.4 X l c trch nhim thng tin ni
Mt s thng tin kinh doanh nhy cm c vai tr ch cht trong thnh cng ca cng ty. C
ng tin tng giao ph cng ty bo v y thng tin nhy cm ny. S dng sai
thng tin ni b v li ch c nhn hoc tit l thng tin ny vi ngi khc c th gy thit
hi nghim trng n s tin tng ca c ng v gy tn hi n danh ting lim chnh ca
cng ty
Phng php thc hin

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Bo v mi thng tin ni b thuc v cng ty hoc i tc kinh doanh khi b tit l tri
php.
Khng mua hoc bn chng khon ca mt cng ty m khng c thng tin ni b v cng
ty .
1.5 Cng b cn thn cc thng tin ra cng chng
Vic tit l thng tin ra cng chng ng cch c th gip cng ty thu ht v khuyn khch
u t ca c ng. lm c iu ny, cng ty c ngha v php l cng b thng tin ra
cng chng v cam kt cung cp thng tin cho th trng trong nhng s kin quan trng c
th nh hng n gi c phiu ca cng ty.
Phng php thc hin
Hiu r v thc hin theo tiu chun bo mt thng tin ca cng ty, ch tho lun thng tin
quan trng trong cc cuc hp qun l v cc cuc tho lunqun tr cp cao b mt khc tr
khi cng ty tit l thng tin ny ra cng chng.
Thng bo cho ngi iu hnh, phng vin, lut s bn ngoi bt k c yu cu thng tin
lin quan n hot ng ca cng ty m chng ta mun tr gip v s lin h vi ng
ngi tr gip.
1.6 Pht hnh c phiu thng vi t l 2:1 vo nm 2011
Nm 2010, Vinamilk pht hnh c phiu thng vi t l 1:1, nhng ti 2011, Vinamilk
tng mc t l ln 2:1 nhm thu ht c ng v vn u t.(gi tr c phiu mi c nng
cao hn)
Vinamilk s pht hnh c phiu thng cho c ng hin hu theo t l 2:1, tc 2 c phiu
hin hu s c thng thm 1 c phiu. Ngun pht hnh t qu u t pht trin v li
nhun cha phn phi.
1.7 Tip th chin lc c tm nhn xa
Phng php tip th n cc c ng th khc vi phng php tip th n ng tiu dng
hay nhn vin, cc c ng thng t n tng vi nhng cu chuyn thng hiu hp dn,
cn nhc hng u ca cc c ng l t c li nhun trn vn u t.Vinamilk cung
cp cho c ng ca mnh nhng thng tin v doanh thu cng nh gi tr c phiu trong
nhng thi gian kinh doanh khc nhau.
Trong giai on kinh t kh khn(2010-2011), y l ton b n lc ca b my Vinamilk.

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T ng

K hoch Kt
qu Kt
qu % vt k Tng
nm 2011
thc hin thc hin hoch
trng so
nm 2011
nm 2010
vi
nm
2010
Tng doanh 20560
22071
16081
7%
37%
thu
Li nhun 4300
4979
4251
16%
17%
trc thu
Li nhun 3586
4218
3616
18%
17%
sau thu
Tnh chung c giai on t khi nim yt t nm 2006 n nay, tc tng trng kp bnh
qun hng nm(CAGR) ca tng doanh thu l 29%/nm v li nhun trc thu l
50%/nm.
T ng
2006
Tng doanh 6289
thu
Li nhun 663
trc thu

2007
6675

2008
8381

2009
10820

2010
16801

2011
22071

CAGR
295

955

1371

2731

4251

4979

50%

C. KT LUN
thuyt phc cc c ng cng ty cn truyn t tm nhn, s mnh ca doanh nghip
n h. Tm nhn doanh nghip bao gm khi nim v tnh bn vng, v n s quyt nh
li th cnh tranh lu di. Cng ty cn phi truyn t n cc c ng ca mnh rng vic
p dng cc bin php bn vng v to s tin tng cho c ng s nng cao hiu qu chi
ph, dn n mc tng trng doanh thu cao hn.

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BNG PHN CNG CNG VIC NHM 4

STT H V TN

MSSV

MAI PHI LONG

030324083069

V TH KIU VY

030325090142

L TH DIM L

030325090049

NGUYN DUY KHOA

030325090170

PHAN TH NH TUYT.

030325090131

TRN TH HNG GIANG.

030325090016

NGUYN ANH TUN

030325090385

PHAN
NGUYN
NGUYN
PHNG VIT LONG

THANH 030325090061

GVHD: Ng Th Xun Bnh

030325090045

NH
GI
Tm ti liu,030325090045
tng hp, tham Tt
gia tr li cu hi.
Tm ti liu, thuyt trnh, tng Tt
hp, tham gia tr li cu hi.
Tm ti liu, tng hp lm bi Tt
word, tham gia tr li cu hi.
Tm ti liu, tham gia tr li Tt
cu hi.
Tm ti liu, thuyt trnh, Tt
tham gia tr li cu hi.
Tm ti liu, lm slide, tham Tt
gia tr li cu hi.
Tm ti liu, tham gia tr li Tt
cu hi.
Tm ti liu, tham gia tr li Tt
cu hi.
Tm ti liu.
Tt
CNG VIC

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