knh ca Coca Cola 2. Thnh vin knh.

Nhng ngi tham gia m phn phn chia cng vic phn phi ca knh, c ni vi nhau bi cc dng chy m phn v s hu c coi l thnh vin chnh thc ca knh phn phi. Cc thnh vin knh ca Coca Cola gm c: 2.1. Ngi sn xut L ngi to ra sn phm, gip cho cc yu t u vo t nhin tr thnh nhng sn phm c th p ng c nhng nhu cu v c mun ca con ngi. Cng ty coca Cola ni chung c chia lm hai b phn, hai hot ng ring bit: - TCC ( The Coca Cola Company ): chu trch nhim sn xut v cung cp nc ct Coca Cola cho cc nh my m chu trch nhim khuch trng v qun l thng hiu. - TCB ( The Coca Cola Bottler ): chu trch nhim sn xut, d tr kho bi, phn phi v cung cp dch v cho sn phm Coca Cola. iu c ngha l TCB chu trch nhim v ch P th 3 ( Place ) cn TCC chu trch nhim 3 ch P cn li ( Price, Product, Promotion ) v m hnh ny c p dng nh nhau trn ton Th gii, trong c Vit Nam. 2.2. Nh bn bun L tt c cc doanh nghip v t chc mua hng ha vi s lng ln v bn cho nhng ngi bn li hoc s dng kinh doanh, cn bao gm cc cng ty hot ng nh i l hoc mi gii trong vic mua bn hng ha cho cc khch hng ln. Cc nh bn bun s thc hin cc chc nng phn phi vt cht, vn chuyn, bo qun, d tr tn kho vi s lng ln, sp xp v phn loi hng ha, t v nhn cc n t hng, thng tin v bn hng. Nh bn bun thng phn phi cho tt c cc nh bn l, t cc ca hng nh cho n cc bch ha ln. Bn cnh hot ng mua bn, lm th tc xut nhp kho, b tr kho bi, h cn cung cp nhng thng tin v hng dn rt hu ch cho cc nh sn xut. V vy, vic gy dng c mi quan h mt thit vi nh bn bun s to cho Coca Cola rt nhiu thun li nh hi c h nhng mu thit k ph hp vi th trng hoc thng tin v xu hng, th hiu mi nht ca th trng, cc quy nh v vt liu v cht lng. Khi th trng c nhng bin ng cc nh bn bun thng nm rt r, do h cp trung gian ng gia thu thp c tt c thng tin truyn v t nh bn l cp di. c th tr thnh nh phn phi trc tip bn bun ca Coca Cola th nh bn bun phi m bo v thc hin mt s cam kt vi cng ty nh: v doanh s bn hng trong thng m bo thng tin s c truyn ti cc nh bn l v ngi tiu dng, cng nh s cung cp nhng thng tin phn hi cho cng ty. Nu lm tt cng cic th cc nh bn bun s c hng hoa hng ty thuc vo doanh s hoc cng hin, nu khng s b pht hoc ct gim ty thuc s vic.

2.3. Nh bn l Bao gm cc t chc, c nhn bn hng ha cho tiu dng c nhn v tiu dng ca cc h gia nh. Nh bn l cng tham gia vo tt c cc dng chy rong knh v thc hinj cc cng vic phn phi c bn. Mc d l trung gian knh cp 2 ca cng ty nhng cc nh bn l vn chu s gim st t cng ty. Cc cam kt, tha thun t Coca Cola vi cc nh bn l c th l trc tip hoc thng qua cc nh bn bun nhng u phi thc hin cht ch v tun theo quy nh c sn ( Lng t hng ca nh bn l trong knh 2 cp phi ln hn 1 kt ). Nhng quy nh ny bt kht khe hn nhiu so vi nh bn bun, do s lng nh bn l l rt nhiu, kh qun l nn thng c giao hu ht trch nhim cho nh bn bun, Coca Cola ch gim st v thu thp thng tin cng nh kt qu. Nh bn l l nhng ngi tip xc trc tip vi khch hng cui cng, v vy h hiu r hn ai ht nhu cu v c mun ca khch hng. Nh bn l thng tp trung vo hnh vi mua hng ca mi ngi v tm thy nhng cch hon thin hn kinh nghim v nhng ngi gh thm cc ca hng ca h. Gn y Coca Cola hp sc vi cc nh bn l nhm to ra cc chng trnh tp trung vo ngi tiu dng trong vai tr i mua hng ( nh: cc t khuyn mi, gim gi ch dnh ring cho mt nh bn l nht nh, hnh thc khuyn mi cng c xt ty thuc vo c im ca khch hng ti ni ,) a s cc nh bn l ca Coca Cola c h thng phn phi rt phong ph v a dng, khng ch phn phi hng ca Coca Cola m nhiu khi cn l sn phm ca i th cnh tranh. Do mc ch ca hai bn l khc nhau, khi m cg ty th mun gii thiu sn phm ca mnh mt cch hiu qu nht v c khng gian trng by v

tr p nht, d nhn bit nht, th nh bn l li khng quan tm my ti vn , h ch cn bit lm th no bn c nhiu hng, thu c nhiu tin, c nhiu khng gian gii thiu nhng mt hng khc.

2.4. Ngi tiu dng cui cng Ngi tiu dng cui cng l c nhn, t chc tiu th sn phm phc v cho i sng v chc nng tn ti ca mnh. L nhng ngi trc tip s dng sn phm ca Coca Cola. H to nn th trng mc tiu ca cng ty v n c p ng bi cc thnh vin khc ca knh nh nh bn bun, nh bn l, v chnh h cng l ngi nh hng trc tip ti daonh s ca cc thnh vin knh, ca nh sn xut. Mt s thay i nh trong hnh vi mua, trong nhu cu ca ngi tiu dng cui cng cng da doanh nghip ti b vc thm. Dn chng xc thc khi m hin nay th hiu ca ngi tiu dng i vi nc gii kht c gas ni chung v i vi Coca Cola ni ring ang dn thay i do nhiu tc ng ca mi trng. Chnh iu ny lm doanh thu ca Coca Cola st gim ng k, gy khng t kh khn cho cng ty. 3. M t cu trc knh. Khi ngh n mt thng hiu thnh cng t hn mi ngi s khng th b qua thng hiu Coca Cola lm ln mt huyn thoi sng. Vi s lng gn 1 t chai bn ra mi ngy CocaCola l thng hiu c bit n nhiu nht trn th gii hin nay. C nhn xt cho rng: CocaCola c c lng trung thnh ca ngi tiu dng hn bt k ng phi chnh tr, lin on lao ng hay nh th no trn th gii. (Benjamin Baber) Knh phn phi l mt trong ba yu t gip CocaCola c c th trng ln v thng hiu mnh nh ngy hm nay. Coca Cola xy dng v ang hon thin mng li knh phn phi thng sut v t hiu qu cao. Do c tnh ca mt hng l hng tiu dng nh l, thng thng v m bo chi ph thp, cho nn knh phn phi ong mt vai tr rt quan trng khng nhng ng v thi gian m cn m bo chi ph thp v uy tn cho Coca Cola trong khi mng li knh phn phi ca Coca Cola l rng khp v phc tp. Thm nhp vo th trng Vit Nam, CocaCola cng nhanh chng xy dng mng li phn phi ph khp c nc tri di t Bc, Trung, Nam nhm gy ting vang tn tui n tt c mi ngi v ti th trng Vit Nam, nhng thnh cng m CocaCola thu c khng ngoi mong i. Cng tm hiu cu trc knh phn phi ca CocaCola ti Vit Nam thy c chin lc kinh doanh v h thng phn phi ca n. Cng ty nc gii kht CocaCola c tt c 3 nh my ng chai ti Vit Nam H Ni, Nng v TP HCM. Trong nh my ti TP HCM gi vai tr ch o trong qun l, H Ni v Nng ch ng vai tr nh nhng i l min Bc v min Trung vi chin lc xm nhp: - Hnh thc trn ebanl trc tip - u t trc tip Cu trc knh: Cng nh cc cng ty mun thc hin vic bao ph th trng, CocaCola hin ang s dng h thng knh phn phi song song, gm knh 1 cp v knh 2 cp. C th: Knh 1 cp: CocaCola phn phi thng qua knh trc tip n cc im tiu th ln l siu th ln nh: Big C, Metro,.. v KeyAccounts ( KyeAccounts l cc a im nh qun n, qun ung, nh hng, khch snc doanh s tiu th ln, mua thng qua knh trc tip t CocaCola v bn cho ngi tiu dng cui cng. tr thnh mt KyeAccounts ca Coca Cola, th a im phi t c mc doanh s nht nh v n nh v mc doanh s ny do Coca Cola quyt dnh, c s tha thun gia hai bn ). Theo s liu thu thp c, n thng 2 nm 2009, CocaCola c 131 Key Accounts trn a bn H Ni. Knh 2 cp: Gm c NBB v NBL. cp NBB ca cng ty c 2 hnh thc: l cc i l phn phi c quyn v cc Wholesale. C th ni rng h thng i l phn phi c quyn l b phn rt quan trng trong KPP ca CocaCola, l cng c CocaCola c th cnh tranh mt cch u th vi Pepsi_ i th truyn kip. Do , h thng

ny c CocaCola u t rt nhiu, v pht trin rt mnh. Wholesale l cc nh bn bun kinh doanh nhiu loi hng ha, k c sn phm ca cc i th cnh tranh vi CocaCola. Tuy nhin, vi s tin li khi kt hp vi gi hng ha ca h, v vi s lng rt ln, h gip CocaCola c nhiu c hi tip cn vi khch hng mc tiu hn. Tnh n thng 2 nm 2009, CocaCola c 26 NPP c quyn trn a bn H Ni I, 30 NPP c quyn trn a bn H Ni II v c 48 Wholesale. Mi thnh vin cp NBB ny s ph trch khong 1200 khch hng l NBL. V qu thc, vi h thng phn phi bo m nh vy Coca Cola v ang gim bt h thng tn kho, trnh c tnh trng thiu hng cung ng, h thng sn xut khng b nh tr v sn phm n tay ngi tiu dng mt cch tin li v nhanh chng. 3.1. Kiu t chc knh: Hin ti Coca Cola ang s dng kiu t chc kt hp gia knh VMS c qun l v VMS hp ng. Kiu t chc theo knh VMS c qun l th hin ch: cc thnh vin knh cng tha nhn s ph thuc v chu s qun l ca Cng ty CocaCola. iu ny c c nh quy m to ln v tn tui thng hiu ca CocaCola_ni ting trn ton th gii. ng thi, m bo tnh php l v c c s gii quyt cc vn c th ny sinh th khng th thiu cc hp ng. Tuy nhin, mt mt_do mc cht ch ca mi quan h gia CocaCola v cc trung gian cp 1 l ln nht, mt khc_vi s lng ln cc NBL nn vic k cc hp ng cht ch vi h l khng kh thi. Do , qun l knh qua hp ng ch c trin khai n cp trung gian th nht, c bit l vi cc NPP c quyn_c nhng quy nh v loi b hng cnh tranh cng nh cng vic mi bn phi thc hin cho i tc 3.2. Qun l knh: S dng h thng KPP song song nn vic qun l kh l phc tp. Nhng CocaCola x l kh tt nhim v kh khn ny. Vic qun l KPP c CocaCola giao cho phng bn hng ph trch. thc hin nhim v ny, phng bn hng phn chia cng vic qun l bng cch lp cc t phc v tng nhm khch hng. C th: phng bn hng c t NPP c quyn, t Wholesale, t Siu th v t Key Account c th bit qun l hot ng ca KPP v phc v tng nhm khch hng hiu qu nht. Hot ng bn hng l hot ng si ni nht v ng vai tr quyt nh trc tip n doanh thu ca cng ty, y cng l b phn c ngun nhn lc ng nht v chu trch nhim nng n nht. hot ng bn hng tt khng ch bn c nhiu hng m cn phi to lp mi quan h tt vi khch hng Bn cnh , i vi cc nh trung gian cp 2_l cp m cng ty khng th qun l bng hp ng trc tip trong KPP 2 cp th lc lng Sale, t Sale manager n nhng TDM (gim st vng), DSM (gim st khu vc) v cc saleman ng mt vai tr rt quan trng trong vic qun l knh. To mi trng vn ha ring ca Coca Cola Vit Nam v phong cch lm vic, cch ng x i vi cng vic, vi ng nghip, vi nhng qun l v c vi khch hng theo ng quy tc c im trong kinh doanh l: Ti sn qu bu nht ca cng ty l thng hiu ca chng ta. Gi tr ca n c xy dng qua hn mt th k bng s cam kt v lng chnh trc ca ton th nhn vin Coca Cola. Quy trnh qun l cht ch, theo mt ni quy nht nh.( Ni quy - Ph lc ).

4. M t mt s dng chy trong knh phn phi ca Coca Cola. 4.1. Dng vn ng vt cht v thu hi bao gi sn phm. Theo nh m t phn cu trc knh, Coca Cola s dng nhng trung gian : i l phn phi c quyn, wholesale, key account, siu th v cc trung gian bn l a sn phm ca mnh n vi ngi tiu dng cui cng. Ta c th m t chng dng vt cht nh sau :

v Dng vt cht: Coca Cola s phn phi qua 2 kiu knh song song l knh 1 cp v knh 2 cp. i vi knh 1 cp th Coca Cola s phn phi cho h thng siu th v cc Key account v cc a im ny s bn sn phm cho khch hng cui cng. i vi knh 2 cp : Coca Cola thng qua 2 loi nh bn bun l i l phn phi c quyn v wholesale a hng n cho cc trung gian bn l, v t cc im bn l n khch hng cui cng. Ngoi ra thun tin cho ngi tiu dng gn cc nh bn bun hn nh bn l th cc nh bn bun cng c th bn sn phm cho h. Tham gia vo dng chy vt cht ny cn gm cng ty vn ti m cng ty thu chuyn ch sn phm n trung gian cp 1 ( trong c 2 kiu knh ). Theo thng tin tm hiu c th cng ty thu 3 hng vn ti ln : u tin l i Thnh sau l Bnh Vinh v mi y l hng vn ti Phinapco p ng sn phm nhanh chng cho th trng. Cn vic chuyn ch t trung gian cp 1 xung cho nh bn l hay khch hng cui cng s dng phng tin l xe my, xe y. v Dng thu hi sn phm, bao gi: l dng ngc chiu vi dng vt cht i t cc khch hng tr li nh sn xut. Tt c v chai sau khi s dng u c c gng thu hi li mt cch trit , ti s dng nhm gim chi ph v bo v mi trng. m bo thu hi c hiu qu nht, cng ty to cho khch hng mt thi quen khi s dng sn phm, v chai s c thu hi v ti ch. Tt c cc chai Coca Cola khi phn phi ti nh phn phi cp di u c tnh chit khu gi v chai tnh theo s lng sn phm theo quy nh. V cc nh phn phi u phi cam kt vi cng ty l s thu hi c mt lng v chai nht nh ty thuc vo l hng , nu khng thc hin c th nh phn phi s b mt mt phn chit khu gi trong . T vic chit khu gi v chai ti nhng nh phn phi ln, khi ti cc nh bn l, cc nh bn l s c nhng cch thc khc nhau thu hi li v chai mt cch tt nht. V cch nhiu nht m cc nh bn l thng dng l s tha thun trc vi khch hng khi s dng sn phm. V chai s khng c gi tr khi em bn, nhng ngc li s c gi tr khi khch hng mang tr v chai cho nh bn l, Nhng c im khc l khng c dng thu hi bao gi sn phm t knh phn phi qua siu th do c th ca siu th, ch phn phi cc sn phm lon, chai nha ch khng c l thy tinh. 4.2. Dng chuyn quyn s hu Cng vi chiu i ca dng vt cht l dng chuyn quyn s hu. Tuy nhin y c mt im khc vi l thuyt th hin s linh hot trong chnh sch ca Coca Cola. Theo nh s phn chia v cc trung gian, i l phn phi c quyn ca Coca Cola s thuc vo loi trung gian n hoa hng, khng c quyn s hu hng ha thc s nhng trn thc t i l c quyn ny va c hng chit khu ( hoa hng ) li va c s hu hng ha. Theo l gii t pha cng ty th chnh sch ny s to ra ng lc ln cc i l c quyn thc hin cc chc nng phn phi tt hn v n nh hng n li ch kinh t h c hng.

4.3.

Dng thng tin

Thng tin c lu chuyn gia cc thnh vin knh mt cch thng sut. Cng ty s a thng tin v chng loi sn phm, trng lng cng nh kch c, gi c, thanh ton , chit khu cho cc trung gian phn phi cng nh ngi tiu dng cui cng. Cng ty cng nhn li nhng thng tin phn hi t cc thnh vin knh cn li c th pht huy hay tm ra v khc phc nhng im yu ca mnh. H thng thng tin c th c truyn trc t thnh vin ny n thnh vin k cn (v d t Coca Cola n nh bn bun) hoc n thnh vin khng k cn khc ( nh bn bun n ngi tiu dng cui cng ) v gin tip thng qua nhng ngi gim st vng hay khu vc v chnh sch mi, lng tn kho ca cc nh phn phi, danh sch khch hng bn l,