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LI M U
Trong nn kinh t th trng cnh tranh khc lit ngy nay mun tn ti v pht trin th buc cc doanh nghip lun phi tm cch thch ng vi mi trng kinh doanh v p ng tt nhu cu khch hng v l mt quy lut tt yu trong qu trnh cnh tranh. tun theo qu o cnh tranh th buc cc doanh nghip phi t tm cho mnh nhng con ng i ph hp, cc cch thc tip cn vi khch hng ca mnh mt cch tt nht v lm c iu th vic t chc, qun l hot ng tiu th l ht sc quan trng n gip cho doanh nghip tip xc khch hng tt nht. Ni dung ct ni ca hot ng tiu th sn phm l t chc v qun l knh phn phi ca doanh nghip trn th trng. H thng knh phn phi s gip cho bn thn doanh nghip c th a hng ho ca mnh n khch hng mt cch d dng hn v n l cu ni gia doanh nghip vi khch hng. Vi s pht trin ngy nay th h thng phn phi khng nhng ch ng vai tr gip lu chuyn hng ho m n cn c vai tr quan trng na l gip cho doanh nghip c th nm bt nhu cu khch hng mt cch nhanh chng. Xut pht t vai tr v cng quan trng ca h thng phn phi, cng s gip ca c gio ThS. Hong Th Thanh Hng v cc anh ch ti n v thc tp l Phng Kinh Doanh Cng ty TNHH Duy Thnh em chn ti thc tp tt nghip l: Hon thin h thng knh phn phi ti Cng ty TNHH Duy Thnh Mc ch nghin cu ca ti nhm phn tch thc trng h thng knh phn phi ti Cng Ty TNHH Duy Thnh. T a ra mt s gii php cho vic hon thin h thng knh phn phi ti Cng ty. Chuyn gm 3 phn chnh: Chng I: Tng quan v Cng ty TNHH Duy Thnh.

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Chng II: Thc trng hot ng qun tr knh phn phi ti Cng ty TNHH Duy Thnh Chng III: Mt s gii php hon thin knh phn phi ti Cng ty TNHH Duy Thnh. Mc d rt c gng nhng do kinh nghim thc t ca em cn km nn kh trnh khi nhng thiu st. Em rt mong nhn c s gp ca cc thy c v cc anh ch trong Phng Kinh Doanh Cng ty TNHH Duy Thnh chuyn c hon thin hn. Em xin chn thnh cm n C gio ThS Hong Th Thanh Hng v cc anh ch trong Phng Kinh Doanh Cng ty TNHH Duy Thnh tn tnh gip em trong qu trnh thc tp!

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Chng I TNG QUAN V CNG TY TNHH DUY THNH


1. Thng tin chung v Cng ty TNHH Duy Thnh. Tn cng ty: CNG TY TNHH DUY THNH Tn giao dch: DUY THINH COMPANY LIMITED Tn vit tt: DT CO.,LTD a ch: - Tr s chnh: X Bnh ph Huyn Thch Tht Tnh H Ty in thoi: 034.3674211 ph H Ni in thoi: 04.9744546 Nghnh ngh kinh doanh: Bng 1: Nghnh ngh kinh doanh ca cng ty STT 1 2 3 4 5 6 7 8 9 10 Tn nghnh Bun bn t liu sn xut, t liu tiu dng i l mua, i l bn, k gi hng ha Dch v thng mi Dt may thng thng v cng nghip Sn xut, gia cng hng th cng m ngh Sn xut ph tng, sa cha, gia cng, lp rp xe gn my hai bnh Sn xut, gia cng hng vt t kim kh Sn xut ph tng, lp rp t, my ko cc loi T vn u t, mi gii bt ng sn; cho thu nh kho nh xng Bun bn, sn xut, lp rp thit b, my mc, hng in, in t, in lnh Fax: 034.3674749 - Vn phng giao dch: 135 Ph B Triu Qun Hai B Trng Thnh

Vn iu l: 30.000.000.000 ( ba mi t ng) Ngi i din theo php lut ca cng ty: Chc danh: Gim c

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H v tn: NGUYN THANH PHI (Nam) Sinh ngy: 24/3/1965 Ngy cp: 11/10/2002 Dn tc: Kinh Quc tch: Vit Nam Chng minh th nhn dn s: 011214673 C quan cp: Cng an thnh ph h Ni

Ni ng k h khu thng tr: S 109 A2 Tp th Ho Nam, phng Ch Da, qun ng a, thnh ph H Ni.

2. Qu trnh hnh thnh v pht trin ca Cng ty TNHH Duy Thnh.


Cng ty TNHH Duy Thnh c S K hoch u t thnh ph H Ni cp giy php thnh lp ngy 07 thng 11 nm 1998 theo s ng k kinh doanh 070257. Qua gn mt thp k xy dng v pht trin Cng ty TNHH Duy Thnh cho ra i nhiu loi sn phm hon ho v cht lng, gi c hp l c ngi tiu dng Vit Nam a chung. T khi ra i, n nay, Cng ty TNHH Duy Thnh tri qua nhiu kh khn th thch v tng bc khng nh c v tr ca mnh. T ngy u thnh lp cng ty ch vi tng s vn iu l 2.000.000.000 d ( hai t ng) v xut pht t vic lm i l phn phi xe gn my vi 8 nhn vin n nay vn iu l ca Duy Thnh ln n 30.000.000.000 (ba mi t ng) v c 657 nhn vin. Vi quyt tm xy dng mt nh my sn xut v lp rp xe my hng u ti Vit Nam, cui nm 2002 Cng ty TNHH Duy Thnh c UBND tnh H Ty ph duyt chp thun "Nh my sn xut ph tng v lp rp ng c xe hai bnh gn my Duy Thnh " vi din tch l 50.000, tng vn u t giai on I l trn 74 t ng ti Cum cng nghip Bnh Ph - Thch Tht - H Ty. n nm 2004 th Cng ty TNHH Duy Thnh chuyn tr s hot ng v H Ty lm tr s hot ng chnh.

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Ngy 7 thng 6 nm 2005 th Nh my sn xut ph tng v lp rp ng c xe hai bnh gn my Duy Thnh c cp chng nhn ISO 9001 2000. 3. C cu t chc b my ca Cng ty TNHH Duy Thnh C cu t chc ca Cng ty c t chc theo m hnh c cu trc tuyn - chc nng. M hnh ny gip Cng ty t c nhiu thnh tu trong hot ng kinh doanh ca mnh. 3.1 M hnh c cu t chc

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S 1: C cu t chc ca cng ty Tng Gim c

Phng nhn s, th k tng hp

Phng kinh doanh

Phng KT- TC

Gim c HSX

Phng Cht lng

Phng K thut

H thng kho

Phng KHVT

Xng C kh

Xng lp rp xe

Xng C, c, sn

Ghi ch:

iu hnh trc tip iu hnh gin tip Mi lin h qua li

u im ca m hinh ny - Mang li hi qu cao vi cc nghip v tc nghip lp i lp li hng ngy, pht huy c u th ca chuyn mn ho ngnh ngh. Cc hot ng tc nghip c s dng mt cch thnh tho s gip Cng ty tit kim c chi ph o to ngun nhn lc do cc hot ng tc nghip t thay i ngi lao ng d nm bt c cng vic v hn ch c nhng sai st

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- San bt gnh nng cho ngi lnh o cp cao, gip nhng ngi lnh o Cng ty c th tp trung tr tu v thi gian cho nhng vn quan trng ca Cng ty m khng cn lo lng v c nghip v n gin do c b phn chuyn mn m trch - M hnh ny to iu kin cho Cng ty trong hot ng o to cc cn b chuyn mn, do t khi lm vic trong Cng ty h lm vic trong b phn nn d dng nm bt c cng vic v khng phi mt thi gian lm quen vi hot ng ca Cng ty - Mt khc, m hnh ny cng gip Cng ty khai thc c u im ca cc cn b cp di do khi c vn v chuyn mn cc cn b lnh o cp cao phi tham kho kin ca cn b cp di ph trch vn . V vy, ngi cn b chuyn mn cm thy vai tr ca h trong hot ng ca Cng ty l rt quan trng, to ng lc cho h phn u nhiu hn - ng thi khi tham kho kin ca cc cn b cp di khi ra cc quyt nh, ngi lnh o Cng ty to ra trong Cng ty mt mi trng lm vic thn thin v dn ch trong hot ng qun l Nhng m hnh ny cng cn tn ti mt s nhc im: - S dng m hnh ny lm cho mt s b phn chc nng trong Cng ty cng mt lc phi chu s lnh o ca hai nh qun l cp trn, vi phm ch mt th trng ng thi s gy kh khn cho hot ng ca cp di nu kin ch o ca hai ngi ny khng thng nht - Khi c vn xy ra, ngi qun l cp cao phi tham kho kin ca cc cn b chuyn mn, phi tho lun a ra cch gii quyt, iu lm cho thi gian ra mt quyt nh di v i khi lm cho Cng ty b l mt c hi kinh doanh do phi bn bc qu nhiu. - Cng tc o to cn b cp cao, c kh nng bao qut hot ng ca ton Cng ty kh khn do cc cn b chuyn mn thng ch hot ng

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tt trong lnh vc hot ng ca minh ch khng nm c hot ng ca cc b phn khc V vy, nng cao hiu qu hot dng ca mnh, Cng ty c k hoch c cu li c cu t chc ca mnh nhm tn dng cc u im ng thi hn ch nhc im, p ng cc yu cu ca s pht trin ca Cng ty trong giai on ti 3.2 Chc nng v nhim v ca cc phng ban phn xng 3.2.1 Phng kinh doanh - Chc nng: + Tham mu gip Tng Gim c trong vic xy dng ch tiu k hoch hng nm, theo st yu cu nhim v ca Cng ty trong tng thi k + Kim tra, n c vic thc hin k hoch tiu th ca Cng ty tng i l, kp thi pht hin v bo co vi Tng Gim c v tnh hnh kinh doanh ca cc i l v cc Cng ty i din tng khu vc th trng ca cng ty + T chc hng dn v gip cc i l, cc cng ty i din thc hin k hoch c giao. thng xuyn nm chc ngun hng v c k hoch phn phi, cung ng cho cc n v kp thi, chnh xc. - Nhim v: + Tham gia xy dng cc hp ng kinh t v trc tip theo di, n c vic thc hin hp ng m bo cht lng, kinh t v hiu qu. + Thc hin kho st th trng d bo nhu cu tiu th ca sn phm ca cng ty trong tng thi k xc nh. + Xy dng cc chng trnh marketing gip cc i l v cc cng ty i din y mnh vic tiu th sn phm. + Ch ng xy dng v phi hp vi cc i l v cc Cng ty i din khai thc v pht trin th trng ti cc vng, min

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3.2.2 Phng k thut - Chc nng: + Thit k v xy dng cc bn v tiu chun. + Xy dng cc quy trnh cng ngh sn xut. + Nghin cu v pht trin cc sn phm mi v xy dng cc n ci tin k thut nhm nng cao hiu qu trong sn xut. - Nhim v: + Lp th cc sn phm mi v cc sn phm ch th ca cc khu vc sn xut gia cong nghin cu. + xut cc phng n thay i thit k sn phm nhm ph hp vi th trng (kt hp vi phng kinh doanh v nhm pht trin th trng). + Gip phng k hoch tnh ton v cn i vt t thit b lp k hoch sn xut. + Thit k v theo di quy trnh cng ngh, qun l v hiu chnh cc my mc thit b nh k, thit k cc sn phm mu v cc sn phm mi (nu c k hoch) 3.2.3 H thng kho - Chc nng: + Qun l vt t sn xut , cng c, dng c v cc sn phm linh kin ca nh my. + Qun l kho thnh phm v cp pht cho cc kho hng ri theo k hoch giao hng ca phng kinh doanh - Nhim v: + Cung cp cc vt t thit b ca nh my, cc cng c, dng c v cc vt t khc phc v cho sn xut . + Xut nhp cc vt t cng nh hng hatheo cc quy nh ca cng ty.

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+ Phi hp vi cc n v lp rp cp pht hong ha vt t theo ng cc quy nh ca cng ty. + Qun l vt t hng ha cng nh cc sn phm hon chnh mt cch an ton v m bo cht lng, khnglm tht thot, h hng phi hp vi ngi giao vn ti, cc xng gia cng vn chuyn hoc nhn hng ha theo ng quy trnh. 3.2.4 Phng k hoch - vt t Xut nhp khu - Chc nng: + Lp k hoch sn xut v iu tit sn xut ca nh my theo k hoch kinh doanh ca cng ty. + Chu trch nhim mua hoc t hng cung cp cc vt t v thu cc dch v cn thit phc v cho k hoch sn xut. - Nhim v: + Lp k hoch sn xut hng ngy, hng tun, hmg thng v c nm cho nh my lm vic . + Chu trch nhim t chc n c phi hp cc n v lin quan trong nh my thc hin vic trin khai sn xut nhm m bo ng tin bn hng cng nh cht lng sn phm theo tiu chun giao cho khch hng, phi hp vi cc n v lin quan nh h thng kho, b phn k thut c k hoch t hng v n c hng v nhm bo m tin sn xut ca nh my . + Mua hoc t hng ha vt t thit b cung ng cho sn xut theo ng tin ca hp ng trn c s yu cu sn xut . + La trn cc nh cung cp v lp hp ng thu cc nh cung cp v n c nh cung cp thc hin ng hp ng k 3.2.5 Phng qun l cht lng

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- Chc nng: kim tra kim sot cht lng vt t, sn phm t u vo cho n u ra theo tiu chun c ph duyt. - Nhim v: + Qun l cht lng ca vt t thit b u vo . + Kim tra kim sot cht lng ca sn phm trc, trong v sau qu trnh sn sut theo tiu chun cht lng m cng ty quy nh. + Phi hp vi phng k thut xut cc khc phc cc vn v cht lng nhm gim thiu cc khiu li ca khch hng v cht lng sn phm sn xut ra ti nh my v nhm nng cao hiu qu quy trnh sn xut. 3.2.6 Xng sn xut c kh - Chc nng: sn xut v gia cng ch to cc chi tit sn phm theo bn v thit k hoc theo mu theo ng tin . - Nhim v: + T chc sn xut v gia cng cc chi tit theo n t hng hoc chi tit mu. + Phi hp vi phng k thut lp th mu (nu cn). + T chc cc cng on hp l, nng cao hiu qu hot ng ca cc thit b nhm t c nng xut cht lng v hiu qu cao nht trong vic gia cng sn xut cc sn phm c kh nh: khung xe cc loi, ghi ng cc loi, bnh xng, chn chng ng, chn chng nghing, dn chn cc loi + Xy dng quy trnh c th cho tng b phn lm vic nh: khi vn phng, b phn t dp, b phn hn, b phn ghi ng v cc chi tit ph khc v b phn sa cha g v khun ci. + Ngoi ra ch to cc g kim tra cho cc sn phm nng cao hiu qu rt ngn thi gian trong qu trnh kim tra. 3.2.7 Xng sn

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- Chc nng: sn b mt chi tit theo tiu chun ca cng ty da trn c s yu cu ca phng kinh doanh. - Nhim v: hon thin cc sn phm qua gia cng bng phng php sn ph b mt sn phm nhm nng cao cht lng cng nh hnh thc cho sn phm (bao gm cc khu vc sn nh sau: b phn sn nha, b phn sn kim loi bao gm cc chi tit ca xng c v cc chi tit khung nh gc chn, cng sau, hp xch, b phn sn khung v cc chi tit khc. 3.2.8 Xng lp rp xe my - Chc nng: lp rp cc loai xe theo k hoch ca nh my da trn yu cu ca phng kinh doanh. - Nhim v: + Nhn hng linh kin t cc kho (phi hp vi cc th kho) v khu vc dy chuyn v tin hnh lp rp xe theo ng tiu chun k thut. + Hon thin cc sn phm sau lp rp nhp kho thnh phm. + s l v hon thin cc xe tr v theo ng tiu chn k thut v nhp kho thnh phm. 3.2.9 Xng lp ng c - Chc nng: t chc lp rp ng c phc v cho xng lp rp xe. - Nhin v: + Nhn hng linh kin t cc kho (phi hp vi cc th kho) v khu vc dy chuyn v tin hnh lp rp theo ng tiu chun k thut. + Hon thin cc sn phm sau lp rp nhp kho thnh phm. + X l v hon thin cc ng c xe tr v theo ng tiu chn k thut v nhp kho thnh phm. 3.2.10 Phng k ton

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- Chc nng: Tng hp chng t lin quan n vic bn hng phi hp vi cc n v lin quan thanh quyt ton hp ng vi khch hng (cc i l,cng ty i din hoc cc nh cung ng) - Nhim v: + Cp nhp chng t xut nhp khu vt t hng ha. + Qun l bo co tn kho. + Xy dng gi thnh cho cc sn phm v phi hp vi cc n v lin quan thanh quyt ton hp ng. 3.2.11 Xng c v gia cng cc sn phm t c - Chc nng: sn xut v gia cng ch to cc chi tit sn phm theo bn v thit k hoc theo mu ng tin ca phng k hoch nh my. - Nhim v: sn xut cc chi tit v my ca cc xe v cc sn phm hp kim nhm khc theo yu cu ca n t hng trong cng ty (quy trnh chi tit s thc t theo loi sn phm v nng lc thit b cng nh mt bng sn xut ti cc phn xng gia cng) 4. Kt qu hot ng kinh doanh c th tn ti v pht trin nh ngy hm nay th cng ty c nhng chin lc pht trin pht trin ng n trong tng giai on khc nhau. Trong nhng nm gn y cng vi s pht trin ca ngnh xe my Vit Nam th Cng ty TNHH Duy Thnh cng t c nhng thnh tu v s yu mn trong mt ngi tiu dng, iu c th hin thng qua vic cht lng sn phm ca cng ty khng ngng c nng cao. 4.1 Ti chnh Thng qua bng cn i k ton ta c bng phn tch c cu vn v ti sn ca cng ty nh sau: ta c bng 2: c cu ngun vn ca cng ty v bng 3 : c cu ti sn ca cng ty. Qua hai bng ny ta c nhn xt nh sau:

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- Qua bng c cu ngun vn ca cng ty ta thy ngun vn vay ngn hn ca cng ty lun chim mt t trng ln trong tng s ca ngun vn ca cng ty, cng v nhng nm gn y th t l n trong tng s vn tuy c gim nhng vn l rt cao. Tnh trng n ngn hn ca cng ty lun chim t trng cao ta c th thy c l do nguyn nhn c th ca nghnh l thng xuyn nhp nguyn vt liu t th trng bn ngoi v chnh cc khon phi tr ngi bn y t l n ca cng ty ln cao ( c th cc khon phi tr ngi bn nm 2005 l 66.549.283.000, nm 2006 l 62,924,207,000 v nm 2007 l 64,423,539,000). T l n cao tuy ph hp vi tnh hnh chung ca ngnh nhng chnh t l ny i khi cng lm cho doanh nghip gp mt s kh khn khi c s c bt thng v n Bng 2: C cu ngun vn ca cng ty
Nm 2005 Ch tiu A, N phi tr I. N ngn hn II. N di hn B. Ngun vn CSH I. Vn ch s hu Tng ngun vn S tin (1000) 126,308,609 126,308,609 43,677,154 43,677,154 169,985,763 T trng (%) 74.31 74.31 25.69 25.69 Nm 2006 S tin (1000) T trng Nm 2007 S tin (1000) T trng

(%) 121,853,295 68.72 121,853,295 68.72 55,473,201 31.28 55,473,201 31.28 177,326,496

(%) 129,758,432 64.96 125,758,432 4,000,000 2 70,000,000 35.04 70,000,000 199,758,432

( ngun : phng ti chnh - k ton ) Qua bng c cu ti sn ca cng ty ta c th nhn thy rng t trng ca ti sn lu ng chim mt t l cao trong ch yu l hng tn kho v cc khon u t ti chnh di hn cua cng ty cng chim t trng kh cao. T trng ti sn lu ng cao, c bit l hng tn kho iu ny cho ta thy nng lc sn xut ca doanh nghip l ln, kh nng p ng cho cc n t hng v cc nhu cu bt thng l tt, tuy nhin vi t l cao th doanh nghip cng gp phi mt vn l chi ph ca doanh nghip tng cao do phi

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chu chi ph lu kho ln. Cn vi t l u t ti chnh di hn ca cng ty cng mc kh cao cho chng ta thy hin nay cng ty ang u t cho nhng d n mi nhm nng cao nng lc v kh nng p ng th trng ca mnh. Bng 3: C cu ti sn ca cng ty
Nm 2005 Ch tiu S tin (1000) T trng Nm 2006 S tin (1000) 111,492,771 588,578 15,990,202 93,642,253 1,271,738 65,833,725 25,366,925 40,466,800 177,326,496 T trng (%) 62.87 0.33 9.02 52.81 0.71 37.13 14.31 22.82 Nm 2007 S tin (1000) 114,230,974 2,032,569 16,408,992 94,241,549 1,547,864 85,227,758 38,421,758 46,806,000 199,458,732 T trng (%) 57.27 1.01 8.23 47.25 0.78 42.73 19.26 23.47

(%) A.TSLD v u t 114,169,994 67.16 ngn hn Tin Cc khon phi thu Hng tn kho TSLD khc TSCD v u t 1,151,234 7,866,294 104,007,327 1,145,139 55,815,769 0.68 4.62 61.19 0.67 32.84 23.95 8.89

di hn TSCD 40,703,969 Cc khon u t ti 15,111,800 chnh di hn Tng ti sn 169,985,763

(Ngun: phng k ton ti chnh) 4.2 Hiu qu sn xut kinh doanh ca cng ty. Qua bng bo co kinh doanh ca cng ty trong ba nm 2005, 2006 v 2007 ta c bng cc ch tiu hiu qu kinh doanh ca cng ty nh sau:

Bng 4: Cc ch tiu hiu qu sn sut kinh doanh ca cng ty

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n v: nghn ng ch tiu Doanh thu thun li nhun sau thu Lao ng bnh qun Tng ti sn (tng ngun vn) Vn ch s hu
Doanh thu bnh qun trn 1 lao ng T xut sinh li trn tng ti sn T sut sinh li trn vn ch s hu s vng quay ca vn T sut li nhun trn doanh thu

th t 1 2 3 4 5 6 = 1/3 7 = 2/4 8 = 2/5 9 = 1/4 10 = 2/1

Nm 2005 Nm 2006 Nm 2007 433,582,520 481,570,781 531,197,551 10,715,837 13,533,189 22,075,788 507 592 657 169,985,763 177,326,496 199,458,732 43,677,154 855 192 0.063 0.245 2.55 2,47 55,473,201 813 464 0.076 0.244 2.716 2,81 70,000,000 808 520 0.111 0.315 2.663 4,15

Nhn xt: Doanh thu bnh qun trn mt lao ng gim iu ny c th gii thch c do trong nhng nm gn y th cng ty ang tng cng thm s cn b cng nhn vin ti cc phng ban khng tham gia trc tip vo sn xut v chnh iu lm cho doanh thu trn mt lao ng gim. T sut sinh li trn tng ti sn tng u qua cc nm do doanh nghip u t thm mt s my mc v trang thit b mi hin i hn, c kh nng to ra nhiu sn phm hn v c chtlng tt hn. T sut sinh li trn vn ch s hu tng v s vng quay ca vn tng qua cc nm iu ny chng t doanh nghip ngy cng s dng v qun l vn mt cch hiu qu hn. T sut li nhun trn doanh thu thun ca cng ty cng tng u qua cc nm cho chng ta thy rng cng ty ngy cng tin hnh qun l sn xut hiu qu hn t dn n gim chi ph sn xut v nng cao li nhun.

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5 Nhng nhn t nh hng n h thng phn phi ca cng ty. 5.1 c im v sn phm Mi sn phm c c tnh khc nhau th i hi mt cch thc phn phi khc nhau v chnh t c tnh ring bit nh vy n i hi h thng knh phn ca doanh nghip phi c nhng thay i lm sao cho ph hp nht trong qu trnh phn phi v nhm to ra hiu qu mt cch cao nht. Nh chng ta thy Vit Nam hin nay th xe my tr thnh phng tin giao thng ch yu v chnh iu ny em li nhng c hi ln cho tt c cc nh sn xut xe my ti Vit Nam. i vi Cng ty TNHH Duy Thnh cng vy trc c hi th Cng ty xc nh th trng mc tiu ca mnh l khu vc nng thn, ni m ngi dn c mc thu nhp trung bnh v thp.Chnh y cng l khu vc th trng nng v c nh gi l chim ti 70% nhu cu v xe my ti Vit Nam. Hin ti, sn phm ca cng ty l sn xut cc loi xe my c mc gi tng i r khong t 6 n 8 triu ng vi cc kiu dng nh: Wave, Dream, Jupiter, Neo, Revo, RS, Si, Win, anpha.Vi c tnh sn phm xe my ca Cng ty l cc sn phm c cht lng mc trung bnh v khu vc th trng l khu vc nng thn, s nhy cm v gi c l kh cao trong khi mc i hi v cht lng cha thc s cao. Xut pht t nhng yu cu v c tnh ca sn phm xe my l cc sn phm c th tch trong lng cng nh gi tr ln, i hi cc ca hng phi c thit k mt cch chuyn nghip nn vic phn phi bng cc knh qu di s n n chi ph phn phi ln. y l mt hng i hi cc nh phn phi, cng nh cc ca hng bn l phi c uy tn v mc tin cy cao nn ch bng cch p dng cc knh phn phi trc tip hoc cc knh phn phi ngn s em li hiu v gi bn hp l. Bng 5: Bng tiu th tng loi sn phm ca cng ty qua cc nm

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n v: chic Nm 2005 STT Loi xe Sn lng 1 2 3 4 5 6 7 8 9 10 11 12 13 Anpha Dream Jupiter c Jupiter a Neo c Neo a Revo RS RS c Si c Si a Wave Win Tng T trng ( %) Nm 2006 Sn lng 20 269 13312 2 343 3 821 8 346 T trng (%) 20,93 13,74 2,42 3,95 8,62 11,27 9,31 19,67 10,09 Nm 2007 Sn lng T trng (%)

18 224 20,71 10 767 12,24

10 598 12,05

11 469 13,03 10 919 9 582 10,89 9 021 18 921 21,50 19 053 8 432 9,59 9 768 87 993 96 852

17 921 17,52 12 576 12,29 6 923 6,77 6 121 5,98 4 458 4,36 3 945 3,86 5 389 5,27 2 065 2,02 3 439 3,36 7 187 7,03 7986 7,81 15 036 14,70 9245 9,04 102 291

( ngun: phng kinh doanh)

5.2 c im v ngun nhn lc Ngun nhn lc hin ti ca cng ty gm hai i ng lao ng l: lao ng trc tip v lao ng gin tip di y l bng thng k s lng lao ng v trnh lao ng ca cng ty qua cc nm: Bng 6: C cu trnh lao ng ca cng ty STT Trnh / Nm 01 02 03 i hc v trn i hc Cao ng 2003 20 15 2004 03 26 18 2005 03 35 25 2006 05 54 30 2007 10 74 35

Chuyn gia Nht bn v i loan 03

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04 05 06

Trung cp Cng nhn Tng lao ng

10 270 318

15 323 385

20 421 507

64 439 592

99 439 657

(gun: phng t chc) n nm 2007 th t l lao ng trc tip so vi gin tip ca cng ty l: 439/218 = 2..014. i ng lao ng trc tip c nh hng rt ln n tnh hnh sn xut ti cng ty v cht lng sn phm m cng ty cung cp ra th trng qua nh hng n cht lng knh phn phi. nhm nng cao tay ngh v trnh ca cng nhn th Ban lnh o cng ty thng xuyn t chc cc cuc thi nhm thc y vic rn luyn nng cao tay ngh ca cng nhn vin v c cc cng nhn vin c thnh tch xut sc i o to nng cao trnh . i vi cc cn b th trng l lc lng tip xc trc tip vi cc i l, thay mt cng ty trong vic thng xuyn theo di, gim st cc i l, thu nhn thng tin, gip cc i l trong vic tiu th sn phm. Hin ti phng kinh doanh ca cng ty c 10 ngi m nhn vic phn phi ti hu ht cc tnh v thnh ph. Nhim v chnh ca cc cn b th trng l gip cc i l tm hiu nhu cu th trng, tip th gii thiu sn phm n cc trung gian bn bun, xy dng lng tin v quan h tt vi cc trung gian ny. Hng nm h c nhim v pht trin thm mng li i l v s lng cc trung gian a bn mi. Nhn vin th trng lun l cu ni gia cc i l v doanh nghip, h l knh thu thp thng tin ch yu ca cng ty v nhu cu sn phm v nhng i hi ca ngi tiu dng do s lng v cht lng ca i ng ny s c nh hng rt ln n cht lng h thng phn phi ca cng ty. 5.3 c im v cng ngh

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Cng ngh m cng ty ang s dng l cng ngh mang tnh cht bn t ng nhng n vn cn tn ti mt s hn ch nht nh v vic bn t ng ho mi ch c p dng ch yu trong dy truyn lp rp xe my.

S 2: Quy trnh Cng ngh c bn ca xng sn xut ng c

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V cng xut pht t yu t cng ngh m hin nay cng ty mi ch t c t l ni a ho sn phm khong 50% cn li mt s chi tit v cm chi tit phc tp th cng ty phi nhp khu t nc ngoi. Chnh iu ny cng nh hng khng nh n h thng phn phi ca cng ty khi th trng nc ngoi c s bin ng bt n. 5.4 i th cnh tranh v quy m th trng. i th cnh tranh ca cng ty hin nay l tt c cc Doanh nghip sn xut v lp rp xe my phc v cho nhm ngi c thu nhp trung bnh v thp ang hot ng hin nay.Hin nay trn th trng c rt nhiu cc cng

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ty sn xut v lp rp xe my phc v cho i tng ny. i vi th trng trong nc l: Cng ty DETECH, SUFAT VIT NAM, LISOHAKA, HOA LAM, TMT v c bit l 3 cng ty xe my hng u Vit Nam l HONDA VIT NAM, YAMAHA v SYM trong nhng nm gn y cng rt ch trng vo th trng xe my gi r. ngoi ra th chng ta cn phi cnh tranh rt gay gt vi xe my gi r t bn ngoi nc c bit l Trung Quc v Thi Lan. Vo gia nm 2007 khi hai hng sn xut xe my ln nht ti th trng Vit Nam l HONDA v YAMAHA cng b xy dng thm hai nh my sn xut xe my na ti vit nam v cng b cc nh my ny s i vo hot ng cui nm 2008 v a cng su cu mi hng ln ti 1.5 tr xe mi nm th vic cnh tranh ca th trng xe my ngy cng tr ln khc lit. Cc i th cnh tranh c nh hng mt cch mnh m n c cu t chc knh phn phi v nh hng n i l tiu th ca cng ty. Khi cc i th cnh tranh a ra cc bin php h tr v pht trin cc i l ca h nh: chnh sch khuyn khch, h tr cc i l v vn, qung co, trng by, o to v cc dch v bo dng sau mua xe s nh hng n th trng tiu th t nh hng n c cu knh phn phi ca cng ty. Trong nm qua th chng ta thy vi s pht trin ca cc h thng i l ca 4 cng ty ln l HONDA, YAMAHA, SYM, SUZUKI xy dng cc trung tm bo hnh ti cc i l v m rng cc i l u quyn v tn cc vng nng thn chim lnh th trng, cho ra i mt lot cc mu xe gia r nh hng rt ln n h thng phn phi ca cc doanh nghip xe my ni chung v bn thn Cng ty TNHH Duy Thnh ni ring. Do trong nhng nm gn y th Cng ty khng ngng tin hnh cc bin php tng cng qun l cc i l v h tr cho cc i l pht trin th trng.

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5.5

c im v th trng tiu th.

Trong t chc knh phn phi th cc c im th trng l yu t c bn mang tnh cht nh hng cho thit k knh v cc mi quan h trong knh. Cu trc knh phi p ng c nhu cu v mong mun ca ngi tiu dng cui cng, em n cho h nhng li ch m h mong mun. nhng mong mun c bn ca ngi tiu dng l:thng tin, tnh tin dng, a dng, gi c v cc dch v km theo. Th trng tiu th xe my gi r ti Vit Nam hin nay l rt ln n bao gm tt c cc tnh, thnh ph trong c nc. Tuy nhin do tnh cht th trng v s xut hin ca cc doanh nghip cng ngnh trn tng th trng nn cng ty cn nhc v la chn cc trung gian phn phi ph hp. Cng ty xc nh c cc th trng mc tiu ca mnh l Thnh ph H Ch Minh, Min ty, khu vc ty nguyn. min trung v ng sng hng. i vi th trung Thnh ph H Ch Minh, Min ty v Ty nguyn y l cc th trng xa th Cng ty thit k cc knh phn phi di v chn cc trung gian l cc cng ty thng mi ph trch ton b vic phn phi ti cc th trng . Cn i vi cc th trng gn nh ng bng sng hng v min trung th cng ty thit k cc knh ngn v trc tip qun l knh phn phi ca mnh. Th trng Xut khu: trong nm 2007 va qua th cng ty m rng pht trin th trng sang chu phi v c th l Tanzania v Nam phi knh phn phi hiu qu th cng ty s dng cc trung gian phn phi chnh ti th trng ny. Do cc trung gian y c s hiu bit su rng v th trng v i th cnh tranh..

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Chng 2: THC TRNG HOT NG QUN TR KNH PHN PHI CA CNG TY TNHH DUY THNH
1.Thc trng t chc knh ti cng ty TNHH Duy Thnh. 1.1 Cu trc knh phn phi ca cng ty H thng knh phn phi ca cng ty c thit lp da trn nhng cn c chnh l : c im ca sn phm, c im v tnh cht ca th trng tiu th, i th cnh tranh, tnh cht a l tng khu vc th trng hin ti th cng ty phn phi theo 2 knh l knh phn phi mt cp v knh phn phi hai cp 1.1.1 Nh sn xut Knh phn phi mt cp. Ca hng bn l hoc i l Ngi tiu dng

Sn phm ca cng ty c bn qua cc ca hng bn l ln. Cng ty quyt nh phn phi qua cc ca hng bn l ln cung ng sn phm n tn tay ngi tiu dng. Cc nh bn l ln c kh nng thanh ton cao, c mc bao ph th trng tng i. Tiu th qua knh ny th cng ty vn chuyn trc tip cho nhng ngi bn l hoc giao hng ti cng ty nu ngi bn l c phng tin vn chuyn . Khi p dng tiu th qua knh ny th i hi cng ty phi thc hin vic bao ph th trng v cc nhn vin kinh doanh phi thng xuyn kim tra kim sot v n c cc ca hng bn l . Trong nhng iu kin hin ti th cng ty ch yu xy dng m hnh knh phn phi ny ch yu ti cc tnh min trung v ton b th trng min bc m thi. Hin nay cng ty c khong 100 ca hng bn l hot ng trong h thng knh ny v lng sn

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phm tiu th qua knh ny chim khong 30% tng sn phm ca cng ty. Cng ty xc nh vic xy dng mt h thng bn l bn hng trc tip nhm ph hp vi c tnh ca sn phm n lm gim chi ph trong qua trnh phn phi v nng cao tnh cnh tranh ca sn phm. Mt khc vic phn phi qua cc ca hng bn l trc tip cng lm tng li nhun ca cng ty v n lm cho s qun l ca cng ty vi cc ca hng cng nh cc i l cht ch hn v thng t xy ra cc tranh chp cng nh mu thun trong ni b knh. 1.1.2 Knh phn phi gin tip nhiu cp.

Nh sn xut

Cc i l cp I hoc cc cng ty TM trung gian

Cc di l cp 2 v ngi bn l

ngi tiu dng

Bn hng qua cc cp trung gian chim t trng ln hn trong c cu knh phn phi ca cng ty, khong 70% hng ho ca cng ty c tiu th th qua kn ny. Cng ty p dng knh phn phi nhiu cp cho ton b cc th trung xa Cng ty nh thnh ph H Ch Minh, Ty nguyn v cc tnh Min ty.Do khong cch v a l l tng i xa nn cng ty kh c th kim sot uc ton b h thng i l c, hn na do mc ch mun bao ph ton b th trng nn cng ty la chn cc trung gian thng mi c tim lc ti cc khu vc th trng ny v da vo cc h thng knh sn c ca h bao ph th trng. Hin nay cng ty ang c 20 trung gian l cc cng ty thng mi nm trong h thng phn phi ca mnh. Theo cch t chc knh ny th sn phm c bn cho cc cng ty thng mi hoc cc

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i l cp I sau th cc cng ty thng mi v cc i l cp I s bn cho cc thnh vin trong knh ca mnh v cui cng l ngi bn l li bn cho ngi tiu dng ca mnh. Trong c cu t chc knh ny th cng ty ch qun l cc i l cp 1 cng nh cc trung gian l cc cng ty thng mi m thi, cn vic qun l cc i l cp 2 v cc ca hng bn l th do ton quyn cc trung gian quyt nh. T chc knh ny cht ch hn do vic chuyn mn ho chc nng cho tng thnh vin v bn thn cc nhn vin kinh doanh ca cng ty cng t vt v hn trong vic qun l knh nhng n li lm cho chi ph lu thng hng ho cao v i khi cng ty khng kim sot c gi sn phm bn ra trn th trng v cng ty u nhim ht ton b vic qun l cho cc trung gian. i vi mi trung gian th vic thit k knh phn phi c bao ph bao nhiu v mc di hay ngn li tu thuc vo khu vc th trng m h kim sot do thng xy ra tnh trng c s trnh lch v gi bn cng mt loi sn phm trn cc khu vc th trng khc nhau. C th ta c s knh phn phi ny ti 2 khu vc th trng thnh ph H Ch Minh v Min ty Nam b tnh dn cui nm 2007 nh sau S 3: H thng knh phn phi ca cng ty TNHH Duy Thnh Ti hai khu vc th trng thnh ph H Ch Minh v Min ty nam b

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1.2 Kt qu hot ng ca knh phn phi qua cc nm. Cc trung gian phn phi ngy cng dn n c m rng v i vo hot ng n nh trn cc khu vc th trng. Di y l bng thng k cc i l cp 1 v cc trung gian l cc cng ty Thng mi cc khu v th trng ca cng ty trong vng 3 nm qua t nm 2005 n nm 2007. Bng 7: Thng k cc i l trn cc khu vc th trng STT 1 2 3 4 Vng Min bc Min trung Ty nguyn Nm 2005 21 15 13 Nm 2006 23 17 14 10 nm 2007 26 18 14 10

Thnh ph H Ch 9 Minh

Min ty Nam b

10

12

13

( Ngun: phng kinh doanh) Biu 1: S lng i l trn cc khu vc th trng


30 25 20 15 10 5 Ty nguyn Thnh ph H Min bc Min trung Min Ty 0 nm 2005 nm 2006 nm 2007

Nhn vo s liu trn bng v th ta thy cc i l ca cng ty phn b tp trung nhiu ti khu vc th trng ngoi bc v min trung. Nhn

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chung trong nhng nm gn y th th trng ca cng ty dn dn n nh s i l c m thm l khng nhiu ch c hai khu vc l Min bc v min trung th s lng i l c tng ln v 2 khu vc th trng ny cng ty d nh xy dng cc i l v cc ca hng bn l trc tip. C cu tiu th sn phm ca cng ty qua 2 knh phn phi: Bng 8: C cu tiu th qua cc knh Nm 2005 Knh Doanh s (nghn ng) T Nm 2006 Doanh s T Nm 2007 Doanh s (nghn ng) T trng (%)

trng (nghn ng) trng (%) (%) 40.05 182,385,116 37.87 59.95 299,185,665 62.13 100 481,570,781

Knh 1 cp Knh di Tng s

173,649,799 259,932,721 433,582,520

183,612,060 34.57 347,585,491 65,43 531,197,551

( Ngun: phng kinh doanh) Qua bng c cu v doanh thu tiu th sn phm v th th hin s phn b doanh thu trong vng 3 nm gn y 2005,2006,2007 ta thy doanh s tiu th ca cng ty qua c hai knh phn phi u tng ln qua cc nm. Tuy nhin ta thy t l tng doanh thu hai knh phn phi l khng u nhau, xt trn gc c cu phn phi th phn phi th knh phn phi di cng ngy cng chim u th hn v mc tng doanh thu ca knh ny cng tng nhanh hn mc ca knh trc tip, y l yu t ngu nhin v ta thy trong my nm gn y th nhu cu ti cc khu vc th trng min trong tng ln. iu ny cng nh hng n chnh sch phn phi ca cng ty n t ra vn cho cng ty l phi tip tc pht trin cc khu vc th trng xa nh cc trung gian, tng cng xy dng cc ca hng trc tip

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ti cc khu vc gn v phi lm th no to ra tnh ng b trong xy dng thng hiu. Biu 2: Doanh s tiu th qua cc knh trong ba nm t 2005 2007

400000000 350000000 300000000 250000000 200000000 150000000 100000000 50000000 0 Nm 2005 Nm 2006 Nm 2007

Knh 1 Knh 2

Tnh hnh tiu th sn phm trn cc khu vc th trng: Qua bng 9: tnh hnh tiu th trn cc khu vc th trng ta thy doanh s tiu th ca cc khu vc th trng theo xu hng tng ln v iu ny ph hp vi tnh hnh pht trin cu nn kinh t khi m mc thu nhp tng ln v nhu cu phng tin ca ngi dn tng ln. Cc th trng c khi lng tiu th ln v c mc gia tng cao ca cng ty l Min Ty nam b, min bc v min trung. Trong nm 2007 th cng ty pht trin khu vc th trng sang chu phi l hai quc gia: Tanzania v Nam phi, y l hai khu vc tim nng ti s em li doanh thu ln cho cng ty trong tng lai. c th m rng v khai thc mt cch trit hai th trng ny cng ty phi nghin cu v iu

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tra th trng t xy dng cc h thng i l v c nhng chnh sch khuyn khch cc h thng i l pht trin ph hp Bng 9: Tiu th trn cc khu vc th trng. n v: nghn ng Vng Min bc Min trung Ty nguyn Thnh ph H Ch Minh Ty nam b Xut khu Tng doanh thu Nm 2005 (1) Nm 2006 (2) Nm 2007 (3) 2/1 3/2 121,752,146 137,015,880 146,532,894 1.125 1.069 75,439,564 85,786,313 93,361,417 1.137 1.088 65,859,760 72, 318,026 84,295,736 1.098 1.166 45,432,519 125,098,531 433,582,520 48,408,334 138,042,228 52,345,600 1.065 1.081

152,693,628 1.103 1.106 2,568,276 481,570,781 531,197,551 1.11 1.103 (Ngun: phng kinh doanh)

2.Thc trng hot ng qun tri h thng knh phn phi ca cng ty. 2.1T chc b my qun tr knh. Vic t chc, qun l v iu hnh mi hot ng knh phn phi sn phm ca cng ty thuc trch nhim chnh ca phng kinh doanh. Trng phng kinh doanh c ton quyn quyt nh vic phn phi ca cng ty, l ngi ch o cao nht a ra cc quyt nh c tm chin lc cho knh phn phi nh: thit lp cc khu trung gian cho vic bn sn phm, phng thc phn phi, quy ch tiu th, cc chnh snh qun l v h tr trung gian. S 4: c cu phng kinh doanh ca cng ty
Trng phng

Ph phng h tr Nhn vin th trng

Nhn vin th trng

Nhn vin th trng

3 Nhn vin th trng min bc

2 Nhn vin th trng trung

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Ngi ph trch cung ng l ph phng kinh doanh, ph phng kinh doanh c quyn iu hnh mi hot ng phn phi v ng thi l ngi tham mu cho trng phng ra cc quyt nh. Lc lng nhn vin th trng l ngi thc hin vic thit lp, theo di, kim tra, gim st trc tip cc i l cc khu vc th trng c phn cng. Hin ti cng ty c 8 nhn vin th trng tng ng ph trch 5 khu vc th trng ca cng ty, nhng nhn vin ny c trch nhim thu thp thng tin v khch hng i th cnh tranh , phi hp vi cc i l ln cc phng n tiu th sn phm v k hoch tiu th sn phmnhng tc nghip c th trong phn phi nh tip nhn, x l v kim tra cc n t hng, t chc vn chuyn v giao hng cho khch hng. Phng kinh doanh l trung tm qun l iu hnh phn phi ca Cng ty cng phi hp vi cc phng ban khc thc hin. Ta thy b my t chc phn phi ca Cng ty tuy c t chc cht ch trn c s phn cng trch nhim c th. Tuy nhin vic t chc qun l cn kim nhim nhiu. cc nhn vin th trng phi theo di mt khu vc th trng rng ln nn khng th kim sot mt cch cht ch cc i l v i khi xy ra tnh trng cc i l cc khu vc th trng ln cn nhau bn cng mt sn phm vi hai mc gi khc nhau. 2.2 Chnh snh qun l knh phn phi ca cng ty. h thng phn phi c hiu qu th vic u tin trong qu trnh l tm v xy dng cc mi quan h vi cc trung gian. Bc ny ng vai tr rt quan trng trong ton b qu trnh qun l knh ca cng ty n gip cho cng ty tm c cc nh trung gian ph cho qu trnh lu thng hng ha v tm hiu thng tin v th trng ca cng ty

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2.2.1 Thit lp quan h vi cc thnh vin knh. a. Thit lp quan h vi cc ca hng bn l. Ca hng bn l v cc l bn hng trc tip ca cng ty cc i tng ny ly hng trc tip t cng ty v hnh thnh nn knh phi ngn ca cng ty. Cc ca hng bn l v cc i l ny c c im l mua hng vi s lng trung bnh, khu vc th trng hot ng khng ln v tp trung ch yu ti 2 khu vc th trng l min bc v min trung. i vi ngi bn l cng ty c th h tr vn chuyn hoc giao hng trc tip ti cng ty. H thng cc ca hng bn l thng l cc h kinh doanh c tnh gia nh. H thng tn dng c s sn c ca gia nh. Cng ty thit lp quan h vi nhng ngi bn l thng qua cc hp ng php l. Nguyn tc t chc: Phn phi sn phm l quyn ca cng ty, cng ty c quyn chi

phi vic a sn phm vo th trng thuc a bn kinh doanh ca cc ca hng bn l, Cng ty c quyn m thm cc ca hng bn l mi nu cc ca hng bn l hin ti hot ng khng hiu qu. Cc ca hng bn l ch oc phn phi sn phm trn khu vc

th trng m cng ty quy nh. iu kin lm cc ca hng bn l ca cng ty l: C ca hng c nh v a im thun li. C nng lc ti chnh, c kh nng thanh ton cao. C kinh nghim trong nghnh phn phi xe my.

Ngi bn l thc hin phn phi theo kh nng ca h, t khi h d tr hng vi lng ln. h tip xc trc tip vi ngi tiu dng nn h hiu rt

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r nhu cu ca tiu dng. Nhm ca hng bn l c th cung cp cho cng ty thng tin v ngi tiu dng v nhng s thay i nhu cu v sn phm ti khu vc m h kim sot. H t c cc chnh sch kch cu c lp m ch thc hin cc chnh sch kch thch phn phi ca cng ty nn kch thch vic tiu th knh ny th i hi nhn vin th trng phi rt vt v trong vic tm kim thng tin v a ra cc bin php marketing mic nhm nng cao hiu qu phn phi. nhng ngc li vic phn phi thng qua cc ca hng bn l v cc i l nh s lm tng li nhun cho cng ty v cc ca hng bn l nh gim bt chi ph trung gian trong knh phn phi. Nhn vo doanh s ca mt s ca hng bn l tiu biu mt s th trng ca cng ty trong bng 10 ta thy doanh s ca cc ca hng bn l nhn chung c xu hng tng. iu ny cho ta thy vi chnh sch pht trin cc ca hng bn l trc tip ca cng ty nhm tht cht qun l ca cng ty vi ton b knh phn phi chnh iu ny ngy cng lm tng mi lin h ca cng ty vi cc nh cung ng v gip cho cng ty ngy cng lm bt thng tin mt cch chnh xc v nhu cu th trng v to ra mt h thng phn phi cht ch.

Bng 10: Kt qu bn hng ca mt s ca hng bn l n v: nghn ng STT Cc ca hng bn l 1 o Vn Anh Tp Thi nguyn Nm 2006 Nm 2007 2007/2006 991,891 1,005,421 1.01

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2 3 4 5 6 7 8 9 10

Ca hng c An Ung b Qung Ninh Ca hng ha hnh Thy nguyn hi phng Ca hng Tin Thnh Tx bc giang Ca hng Mnh Hng Ba v H ty Ca hng Lin Tin Thanh ha Ca hng Hunh Anh TP Vinh ngh an Ca hng Thanh Thy TP Hi Dng Ca hng cng lm Tp hu Ca hng Sng Thu H Tnh

1,635,990 1,920,973 1,112,992 1,200, 037 1,573,632 1, 841,603 856,400 1,719,356 1,847,762

1,869,224 1,843,646 1,421,530 1, 372,649 1,902,212 1,835,960 954,320 1,847,762 1,970,149

1.14 0.96 1.28 1.14 1.21 0.997 1.114 1.075 1.066

Ngun Phng kinh doanh Qua cch thc to thit lp mi quan h gia cng ty v cc ca hng bn l trn cc khu vc th trng chng ta thy: Vic thip lp mi quan h da trn hnh thc quan h php l c th v c nhng iu khon rng buc cng nh l cc yu cu mt cch r rng , tuy nhin cc yu cu tron g mi quan h cn kh s si v n biu hin nhng hn ch nht nh nh: khng ch r cc iu khong ngoi bn l phi bn ng gi thnh m cng ty quy nh, b. Thit lp quan h vi cc i l v trung gian thng mi ln Vi mc ch. ch bao ph ton b cc th trng rng ln ti 3 khu vc Thnh ph H Ch Minh, Min ty nam b V Ty nguyn, cng ty khng ngng m rng th trng ca mnh bng vic pht trin thm cc i

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l cp I v cc trung gian l cc cng ty thng mi cc khu vc th trng xa nay v giao cho h ton quyn quyt nh khai thc cc khu vc th trng m cng ty giao cho. lm c i l cp I v cc trung gian phn phi cho cng ty TNHH DUY Thnh cn c cc quy ch: Nguyn tc t chc: - Cng ty TNHH Duy Thnh sn xut v phn phi xe gn my ra th trng v n tay ngi tiu dng thng qua h thng phn phi ca cng ty ti cc a phng trn ton quc. - Tt c cc i l v cc trung gian thng mi ca cng ty chu trch nhim thc thi cc chnh sch, ch lin quan n tiu th sn phm xe gn my ca Cng ty ban hnh. - Phn phi sn phm l quyn ca Cng ty, Cng ty c quyn a sn phm vo th trng thuc a bn kinh doanh ca cc trung gian thng mi v m thm cc i l cng nh cc trung gian thng mi ti mi khi a l v cc trung gian thng mi khng m bo c tiu th trng th trng. - Cc i l cp I cng nh cc trung gian thng mi ca cng ty c th m thm cc i l cp II v cc ca hng bn l ti a bn kinh doanh ca mnh v chu trch nhim qun l cc i l v cc ca hng bn l . iu kin lm i l v cc trung gian thng mi cho cng ty. - C giy php kinh doanh v m s thu. - Ca hng c nh, a ch, a im thun tin giao dch, m bo trt t, an ton trong kinh doanh. - C nng lc ti chnh trn 300.000.000 v c vn k qu i vi cc i l l 150.000.000. - C sn h thng knh phn phi ti cc a bn kinh doanh ca mnh.

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Quan h i l v cc trung gian phn phi c thit lp chnh thc khi cc iu khon trong hp ng i l cng nh cc trung gian phn phi c hai bn tha thun v cam kt thc hin. trong hp ng i l cng nh cc trung gian thng mi, cng ty nhn mnh iu khon m bo cho hng ha tiu th mt cch n nh, mc ti thiu c c xc nh theo tng khu vc th trng v cc i l phi m bo mc ti thiu ny. Ngoi ra cn tha thun v gi c , phng thc thanh ton, quyn v ngha v ca mi bn, phng thc giao vn chuyn v hn mc tn dng. Trong bn hp ng ca cng ty vi cc a l cng nh cc trung gian thng mi th cc iu khon trch nhim cng nh ngha v ca cc i l cha m bo thc hin mt s mc tiu ca cng ty. Trong bn hp ng khng ghi r iu khon cc i l v trung gian phm phi phi bn ng khung gi nh cng ty quy nh vi cc nh bn l trc tip ca cng ty, trong bn hp ng ny ch quy nh mc li nhun ti a m cc i l cp I cng nh cc trung gian thng mi c th thu c khi bn oc 1 sn phm n tay ngi tiu dng m thi. Do vy ti cc khu vc th trng xa ny th thnh thong hay xy ra tnh trng cc i l cp II v cc ca hng bn l ca cc trung gian phn phi hai khu vc th trng cnh nhau c mc gi bn cng mt loi sn phm nhng khc nhau. Mi quan h gia cng ty v cc trung gian phn phi cn thng qua hp ng v cc n t hng. Trong cc n t hng th cc ni dung nh s lng mua mi loi sn phm, thi gian giao hng, phng thc vn chuyn. Nh nhng n t hng ny cng ty c th ch ng lp k hoch sn xut, do cng ty lun lun khuyn cc trung gian phn phi t hng sm. Hin ti cng ty c mt h thng bao gm khong 20 i l v cc trung gian phn phi phn b ch yu ti 3 khu vc th trng thnh ph H

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Ch Minh, Ty nam b v Ty nguyn. a s cc a l v cc trung gian phn phi ny u l nhng u l nhng ngi c kinh nghim trong lnh vc phn phi xe my v c sn h thng bn l ca mnh trn th trng. H l cc cng ty TNHH v c nng lc ti chnh mc tng i, ngi ch i l v cc trung gian phn phi thng l nhng ngi c nng lc v mt khc kt qu gn lin vi li ch cu h nn cc i l v cc trung gian phn phi ny rt ch ng, linh hot trong vic thch ng vi nhu cu th trng v to ra cc chng trnh marketing y mnh doanh s bn ra ca mnh. Hot ng ca i l cng nh cc trung gian phn phi th hin qua vic cung cp thng tin, nhng thng tin ny l mt tt yu trong qu trnh kinh doanh v do i l c quyn xy dng h thng knh phn phi trn a bn ca mnh nn cc i l thng xuyn quan tm n thng tin th trng v i th cnh tranh trong khu vc th trng ca mnh v c trch nhim cung cp thng tin ny cho cng ty. 2.2.2 Khuyn khch duy tr v pht trin cc thnh vin trong knh. Chng ta thy nhng ging buc php ban u trong vic thit lp thnh vin knh l yu t chi phi cc chnh sch khuyn khch thnh vin knh, chnh sch khuyn khich l cc ng lc h tr cho cc thnh vin trong knh pht trin, tng cng mi quan h v hp tc gia bn thn doanh nghip v cc thnh vin trong knh.. Chnh sch khuyn khch cc thnh vin trong knh ng ngha l chnh sch h tr trong vic qun l cc i l. Cc chnh sch c xy dng, trin khai thc hin, nh gi, kim tra v sa i cho ph hp vi tnh hnh kinh doanh ca cng ty trong tng thi k. Vic a ra cc bin php khuyn khch lun c cng ty c cng ty cn nhc, tnh ton trn c s mt bng chung ca ton nghnh, kh nng

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chi ph ca cng ty . Nhng bin php khuyn khch thc hin theo chng trnh h tr trc tip c quan tm n nhu cu v phn ng ca thnh vin trong knh. Cc chnh sch v cng ty ang gp dng hin nay l: a. Chnh sch cht khu. thc y v kch thch hot ng tiu th th cng ty a ra chnh sch h tr v gi vi cc a l l chit khu. hin ti cng ty ang duy tr hai loi h thng chit khu tng ng vi hai h thng phn phi m cng ty ang xy dng. i vi h thng cc ca hng bn l trc tip ca cng ty th hin nay cng ty ang p dng mc chit khu c th cho cc ca hng ny h trong bng 11. Qua bng mc chit khu cho cc ca hng bn l ta thy mc chit khu m cng ty ang p dng l mc tng i so vi mc chit khu ca mt s cng ty trong nghnh. Nhng y chng ta thy c vn t ra l thang chit khu ca cng ty cn qu thp, im nh nht cho doanh thu l 50 triu ng ( tng ng vi s lng xe bn ra trong thng bnh qun l 8 chic) trong khi khu vc th trng m mi ca hng qun l l kh rng v mc doanh thu ca cc ca hng bn l thng cao hn mc 50 triu ng/thng kh nhiu. Do vy nhng mc chit khu mc doanh thu thp thng khng c ngha v n khng c tcdng thc y cc ca hng. Bng 11: mc chit khu dnh cho cc ca hng bn l trc tip Tng gi tr cc n hng trong thng ( triu ng/ thng) 50 80 110 140 Mc trit khu ( thnh theo tng gi tr cc hp ng) 5% 5.5 % 6% 6.5 %

STT 1 2 3 4

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5 6

180 210

7% 7.5 % ( Ngun: phng kinh doanh)

i vi cc h thng cc a l v cc trung gian phn phi m cng ty xy dng trn knh phn phi c nhiu cp. do c im ca cc a l v cc trung gian thng mi l phi chu trch nhim hon ton v khu vc th trng, c ton quyn xy dng knh ca mnh ti a bn vi di ty thuc vo cc khu vc th trng m h qun l th cng ty khng p dng mc chit khu c th cho cc i l v cc trung gian thng mi ny m cng ty xc nh mc li nhun ca 1 sn phm ti a m cc trun gian phn phi bn sm phm n tn tay ngi tiu dng l 15% gi thnh xut xng ca cng ty. b. Chnh sch thanh ton. Nguyn tc thanh ton m cng ty ang p dng l l thanh ton dt im tng ha n, tr tin cho ha n c trc v ha n mi sau. Khi nhn hng th cc thanh vin trong knh phi thanh ton 70% gi tr dn hng, thi hn thanh ton khon cn li l 10 ngy k t khi nhn hng v sau khi khch hng thanh ton xong th cng ty s chuyn ton b 30% giy ng kim ca n hng cn li cho cc thnh vin trong knh. Tuy nhin do tnh cht ca cc thanh vin knh phn b trn a bn rng nn vi tng khu vc th trng m bo cho vic thanh ton c d dng th cng ty a ra chnh sch cng hm thi gian thanh ton v hng ha trn c i cho cc thnh vin knh c th nh sau: - Cc thnh vin knh khu vc Thnh ph H Ch Minh + 4 ngy. - Cc thnh vin knh khu vc min ty nam b + 5 ngy. - Cc thnh vin knh khu vc ty nguyn + 3 ngy. - Cc thnh vin knh khu vc min trung v mt s tnh min bc l 2 ngy.

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Ring cc ca hng bn l c phm vi trong vng bn kinh 150 km tnh t tr s ca cng ty th khng c hng chnh sch ny. Nu qu 15 ngy k t khi giao hng m cc i l ca cng ty cha thanh ton cho cng ty th cng ty s chuyn tin k qu cua cc i l sang thanh ton tin hng. Trong nm 2008 th cng ty ang d nh p dng hnh thc thanh ton mi thanh ton l 100% gi tr cc n hng khi giao hng v ton b giy t ng kim cho cc trung gian phn phi. c. Chnh sch xc tin bn hng. Hin ti Cng ty ang p dng chnh sch xc tin bn hng: qung co thng qua bin qung co ti khu vc th trng, tham gia cc hi tr trin lm trong nc, tham gia ti tr cho cc cuc thi v an ton giao thng ti cc a phng, chnh sch khuyn mi bng hin vt km theo khi khch hng mua xe v p dng cc chnh sch khuyn mi dnh cho cc i l. Cc bin qung co ca Cng ty oc t trn cc tuyn ng giao thng v ti cc v tr d quan st iu ny gip thng hiu ca Cng ty ngy cng c nhiu ngi bit n. Vic tham gia ti tr cho cuc thi an ton giao thng v cc hot ng cng ng trn cc a bn phn phi cng to ra c hnh nh tt p ca Cng ty v cc sn phm ca Cng ty trong mt ngi dn a phng. Mt khc y cng l mt hnh thc qung truyn ti hiu qu thng hiu ca Cng ty n b con ti cc vng nng thn. Ngoi ra th Cng ty cn tham gia cc hi tr trin lm ti cc tnh trong c nc: nh hi tr hng c kh tnh H Ty v mt s hi tr hng cng nghip v hi tr trin lm xe gn my ti cc tnh. Chnh sch khuyn mi m cng ty ang p dng l thng bng tin cho cc i l v cc ca hng bn l c s lng sn phm bn ra vt ch tiu t ra v c khi lng bn ra ln trong thng.

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+ Mc khuyn mi p dng thng bng tin bng tin cho cc ca hng bn l l nh sau: Bng 12: Mc thng bng tin dnh cho cc ca hng bn l STT 1 2 3 4 S lng sn phm bn ra trong thng Mc thng (n v: xe) ( ng/ xe) 25 30 30.000 30 35 35.000 35 - 40 40.000 40- 45 45.000 Ta thy vi mc thng c tnh cnh tranh kh cao cho cc ca hng

bn l nh trn c tc dng kch thch cc i l trong vic y nhanh tiu th sn phm. Nhng y cng cho thy c nhiu s hn ch v chng ta thy khu vc th trng m cc ca hng bn l c mc chnh lch kh ln. do cng ty cn ch trng h tr v c nhng chnh sch khc ng vin cc ca hng bn l ti cc khu vc th trng kh khn. + Mc khuyn mi thng bng tin dnh cho cc i l v cc trung phn phi ca cng ty nh sau.

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Bng 13: Mc thng bng tin dnh cho cc trung gian STT 1 2 3 4 5 S lng sn phm bn ra trong thng (n v: xe) 200 - 250 250 300 300 350 350 - 400 > 400 Chnh sch h tr vn chuyn ca cng ty. Cng ty thanh ton ton b chi ph vn chuyn cho cc ca hng bn l, cc i l v cc trung gian phn phi ly hng ti cng ty hoc cng ty trc tip a hng xung cc cho cc ca hng. Vic min ph vn chuyn nhm kch thch khch hng xa mua hng ca cng ty v vic ny c cng ty nh gi l tt n gip cho i l c bit l cc ca hng bn l c th bn sn phm vi gi cnh tranh v t c s trnh lch gia mc gi cc vng. Chng ta thy y l s h tr cn thit tuy nhin vic h tr ny ng ngha vi vic cng ty s phi tng thm chi ph kinh doanh v gimli nhun ca cng ty. d. i vi hot ng m gii dch v xut khu. Do mi thc hin vic xut khu hng ha sang th trng Nam phi v Tanzania nn chnh sch dnh cho hot ng mi gii xut khu ca cng ty cn kh l s si v dang trong qu trnh hon thin. hin nay th chnh sch i vi hot ng m gii dch v xut nhp khu ca cng ty nh sau: Thc hin trn c s bin bn m gii hp ng gia cng ty TNHH Duy Thnh v ngi lm cng tc m gii dch v. - Mc chi ph hoa hng m gii ,dch v xut khu l s tha thun giua hai bn. - Thanh ton m gii v dch v theo tng l hng xut khu. e. Chnh sch iu phi v x l mu thun trong knh Mc thng ( ng/ xe) 10.000 20.000 30.000 40.000 50.000

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chnh tnh trng mu thun trong knh th cng ty phn b th trng cho cc thnh vin knh ca mnh kh cht ch v buc cc thnh vin phi tun th kinh doanh ng a bn ca mnh. kim sot iu ny th cng ty buc cc thanh vin phi bo co a ch ca khch hng mua xe v nhn giy t ng kim hng thng cho phng kinh doanh. Khi c tranh chp v a bn xy ra th cng ty buc cc thnh vin vi phm phi chuyn phn li nhun c c t vic tranh chp v cho thnh vin ti khu vc a bn kinh doanh v t chc x pht hnh chnh 300.000 trn mt sn phm vi bn vi phm Cn khi c s trnh lch v gi bn mt loi sn phm trn hai th trng gip danh nhau th cng ty s t chc tha thun gia 2 nh phn phi ti 2 khu vc thng lng v a ra mt mc gi chung. 3 .nh gi chung v chnh sch qun l v phn phn phi ca cng ty 3.1.u im ca chnh sch qun l v phn phn phi Nhn chung cng ty rt ch trng vic xy dng mt h thng phn phi bao ph rng khp trn cc khu vc th trng cho vic tiu th sn phm. Vic t chc v qun l cc ca hng bn l v cc i l cng nh cc trung gian phn phi ngy cng n nh v i vo hot ng vi chiu su. Mi lin h gia cng ty v cc trung gian ngy cng khng kht hn. Cng ty xy dng chnh sch qun l knh da trn tm quan trng ca cc trung gian phn phi. V vy, cng ty xy dng c h thng quy nh v quyn li v trch nhim ca cc thnh vin trong qu trnh tiu th sn phm. Cc trung gian phn phi tha mn c nhu cu ca mnh,ngy cng trung thnh vi Cng ty v khai thc trit a bn kinh doanh ca mnh.

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i vi mi khu vc th trng th Cng ty xy dng c h thng phn phi ph hp vi c im th trng v kh nng khai thc ca Cng ty. Cc chnh sch khuyn khch cc thnh vin trong knh ca Cng ty t c mt s hiu qu nht nh v thc y qu trnh tiu th hng ha ca Cng ty. 3.2 Nhc im chnh sch qun l v phn phn phi. Lc lng nhn vin kinh doanh ca Cng ty cn qua mng m mt khc th trng ca cng ty li phn b rng khp nn mt ngi phi m nhn rt nhiu a l do vic tin hnh kim tra, chm sc, gip i l cn cha c trit . Vic xy dng chnh sch nh gi hot ng ca cc thnh vin cha ton din v cn kh n gin, cha phn nh ng v kp thi a l hot ng tt hoc km v tm nguyn nhn chnh xc gip h. H thng thng tin trong h thng knh phn phi cn km. Cng ty ch lm bt c thng tin v th trng v nhu cu sn phm thng qua cc n dt hng ca cc i l v cc trung gian phn phi v c bit l cc khu vc th trng xa th vic nm bt thng tin ca cng ty cn gp rt nhiu hn ch. 4. nh gi hiu qu hot ca knh phn phi. 4.1 V mt kinh t. Ta thy trong nhng nm va qua th h thng knh phn phi ca Cng ty t c mt s thnh cng nht nh trong vic phn phi sn phm ca Cng ty ra th trng. iu ny c th hin qua ch s doanh thu ca cng ty lin tc tng trong 3 nm va qua v tip tc c xu hng tng trong nhng nm ti

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Biu 3 : Th hin mc tng doanh thu ca Cng ty.


doanh thu 600,000,000 500,000,000 400,000,000 300,000,000 200,000,000 100,000,000 0 nm 2005 nm 2006 nm 2007 doanh thu

(Ngun: phng kinh doanh) Mt khc chnh h thng phn phi ca Cng ty cng ng gp mt phn quan trng vo vic nng cao cht lng sn phm ca Cng ty v nng cao hnh nh ca Cng ty trong mt ngi tiu dng. 4.2 V mt qun l thng tin. Lung thng tin t cc a l v cc trung gian c phn nh trc tip qua cc nhn vin kinh doanh ca cng ty v cc nhn vin kinh doanh c nhim v thu thp thng tin t cc i l phn tch, tng hp v x l chng nn k hoch tiu th sn phm. Trong qu trnh thu thp thng tin cn nhiu hn ch cc i l i khi cn khng cung cp y thng tin v ch ng bo co thng tin v cng ty y cng l mt iu hn ch trong knh trong qu trnh qun l thng tin. 4.3 S trung thnh ca cc thnh vin. Chng ta thy trong vng ba nm va qua th s lng cc i l ca cng ty lin tc tng, tuy nhin trong qu trnh qun l cc i l th cng c mt s i l ri b Cng ty nhng nhn trung l cc i l c s trung thnh kh cao c bit l cc i l v cc trung gian phn phi cc khu vc th

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trng xa. Cn vi cc ca hng bn l th trong mt s nm gn y do s ch trng ca cng ty v nhng ging buc v s h tr vi cc ca hng nn hu nh khng c ca hng no ri b h thng.

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Chng 3 GII PHP HON THIN H THNG KNH PHN PHI CA CNG TY TNHH DUY THNH.
1. nh hng pht trin ca cng ty. 1.1 Nhng nh hng chung. c th cnh tranh v ng vng trn th trng hin nay, Cng ty TNHH Duy Thnh c nhng nh hng pht trin chin lc trong nhng nm ti tp trung vo 4 mc tiu ln nh sau. - Sn Phm: a dng ha sn phm bng lin tc thay i kiu dng, mu m. Song song vi vic u t xy dng 01 trung tm thit k xe my hin i u tin Vit nam, phn u mi nm a ra th trng 1 2 mu xe mi nhm h tr h thng i l phn phi, kch thch nhu cu ngi tiu dng do c nhiu la chn khi mua xe my Duy Thnh Duy tr cht lng n nh bng mi gi nhm gi vng thng hiu, to nim tin v uy tn ca xe my Duy Thnh di con mt ngi tiu dng. - Qun l sn xut :Gim thiu mi lng ph, tht thot bao gm lng ph v vt t, nguyn vt liu, lng ph v gi chy my, tiu hao in nng, lng ph trong sp xp nhn cngc bit l lng ph v xy dng v thc hin k hoch sn xut thng. + Nng cao trnh qun l sn xut kim sot cht cht lng sn phm mi khu ca cng on sn xut. Kp thi pht hin, bo co, x l li pht sinh trong qu trnh sn xut khng lt sn phm km cht lng ra th trng. + Duy tr h thng QLCL theo cc tiu chun ISO 9001:2000, kin tr pht ng v duy tr thng xuyn chng trnh 5S nhm xy dng c mt mi trng lm vic vn minh, tc phong lm vic khoa hc cho ton b cc thnh vin Cng ty mi v tr cng tc.

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- H thng phn phi : H thng phn phi trc tuyn qua cc Ca hng chuyn doanh sn phm trc tip n tay ngi tiu dng. Song song vi vic u t xy dng v m rng mng li cc Ca hng chuyn doanh ra c nc cn phi c nhng chnh sch, quy nh h tr v vn, ph tng thay th, th bo tr bo hnh tay ngh caoto iu kin mi Ca hng chuyn doanh u c th thc hin tt cc chnh sch hu mi ca Cng ty. +Phng thc thanh ton 1 ln ( 100% ) phi c nghin cu v a vo p dng tng bc nhm dn thay th ton b mi phng thc thanh ton c. - Chin lc con ngi : Ly chin lc u t xy dng con ngi lm t tng xuyn sut trong mi k hoch tng lai ca Cng ty. Kt hp cn i c hai ngun nhn lc : + Ti ch, c thm nin ( cn o to li cn bn, o to nng cao ) + T bn ngoi ( cn c mi trng lm vic, i ng vt cht thu ht ) V trn nguyn tc ti thng l xy dng nim tin. - Chng ti cam kt cung cp y ngun lc p dng, duy tr v thn xuyn nng cao hiu lc ca h thng qun l tiu chun quc t ISO 9001-2000. - Cng ty trn trng thu nhn kin ng gp ca khch hang v coi l s ng gp qu bu ci tin v nng cao cht lng sn phm. 1.2 Phng hng pht trin nm 2008. Mc tiu : - Sn lng tiu th phn u t 150.000.000 xe trn mt nm. - Li nhun thu c l 30.000.000.000. Bin php t chc: - Tng cng u t nghin cu th trng a ra cc sn phm mi cht lng cao hn.

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- Nng cao t l ni a ha sn phm trnh tnh trng ph thuc qu nhiu vo th trng nhp khu. Mt khc cng tng cng lin kt vi cc nh cung ng m bo vic p ng cung ng in ra mt cch thun li v gim gi thnh sn phm. T chc sn xut: - Qun l cht ch quy trnh cng ngh, nh mc lao ng, nh mc vt t. - Trnh sn xut vo gi cao im gim tiu hao in nng. - T chc li c cu cc phng ban nhm t c hiu qu cng vic cao nht. V qun l. - Hn ch cc chi ph vn phng in thoi. - Thc hin tt ni quy lao ng - Nng cao tinh thn trch nhim ton b cn b cng nhn vin trong vic tic kim chi ph sn xut. Bin php tiu th sn phm.; - Tip tc u t nghin cu th trng to ra cc sn phm mi v nng cao cht lng sn phm hin thi nhm nng cao tnh cnh tranh ca sn phm. - Nng cao trnh ca cn b th trng v Tip tc xc tin vic tm kim th trng mi c bit l khai thc trit cc th trng truyn thng ca nghnh xe my Vit Nam nh Chu Phi, Ty Nam v M La tinh. y l nhng khu vc th trng c mc thu nhp thp v c nhu cu tiu th xe my ln. - Tng cng mi quan h vi cc trung gian phi hin ti tin ti xy dng cc ca hng chuyn doanh trn khp cc a bn c nc.

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2. Mt s gii php hon thin h thng knh phn phi ca cng ty TNHH Duy Thnh. Chng ta thy knh phn phi ca cng ty hin nay ang tn ti hai loi knh l knh dc v knh trc tip. knh trc tip th cng ty c quan h trc tip vi nhng ngi bn l v c nhng ging buc kh l cht ch vi nhng ca hng ny. Cn vi knh phn phi dc cc khu vc th trng xa th chng ta thy cng ty ch mi c quan h vi cc i l v cc trung gian phn phi m thi. Hu ht tt c cc ca hng bn l trong cc khu vc th trng ny th cng ty giao ton b cho cc i l v cc trung gian phi do gn nh l khng c s quan tm hay nh gi t pha cng ty v cng ty cng khng c s cung cp thng tin trc tip t cc i tng ny m ch thng qua cc i l cng nh trung gian phn phi.V vy pht trin mt knh phn phi tt v c hiu qu th n i hi cng ty phi quan tm n nhu cu v mong mun ca cc i l hn. Cc chnh sch ca cng cn c s phn bit theo mi quan h ca cng ty vi tng thnh vin trong knh. 2.1.Tuyn dng b sung ngun nhn lc cn thiu. C s l lun: - Trong mt t chc th con ngi ng vai tr quan trng , h l nhn t khng th thiu lm nn thnh cng ca doanh nghip v t chc. Vi chin lc pht trin con ngi: Ly chin lc u t xy dng con ngi lm t tng xuyn sut trong mi k hoch tng lai ca Cng ty. Kt hp cn i c hai ngun nhn lc : + Ti ch, c thm nin ( cn o to li cn bn, o to nng cao ) + T bn ngoi ( cn c mi trng lm vic, i ng vt cht thu ht ) V trn nguyn tc ti thng l xy dng nim tin.

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Xut pht t thc tin phng kinh doanh ca cng ty phn cng nhim v tuy nhin i khi vn phi kim nhim kh nhiu. Ni dung gii php: - Tuyn dng thm mt s nhn vin th trng tng cng s qun l v h tr cc cc thnh vin trong knh. C th trong nm 2008 Cng ty d nh tuyn thm 5 nhn vin th trng tng cng s qun l v h tr vi cc ca hng bn l, xc tin hot ng xut khu ra th trng nc ngoi - Xc nh li nhu cu th trng ti tng khu v phn b cho cc nhn vin qun l mt cch hp l hn. - Vic tuyn dng cn b th trng cng ty c th tin hnh ly t hai ngun l bn trong v bn ngoi doanh nghip. bng hnh thc thi tuyn cng khai. - Ngoi ra nng cao trnh hin ti ca cc nhn vin kinh doanh cng ty t chc xt duyt vic c i o to ngn hn hoc buc h t phi trang bi thm mt s k nng cn thiu cho mnh nng cao hiu qu cng vic Kt qu d kin ca gii php: - Tng s lng nhn vin kinh doanh ca cng ty ln khong 15 thnh vin. V khi c cu t chc qun l knh phn phi ca phng kinh doanh nh sau:

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S 5: C cu kin d ca phng kinh doanh


Trng phng

Ph phng

1 ph trch xut khu

1 Ph trch TPHC M

2 Ph trch min ty

4 ph trch min bc

2 ph trch ty nguyn

3 ph trch min trung

- Khi s lng nhn vin kinh doanh tng ln th cng ty hy vng s nm bt c nhu cu ca cc a l tt hn t tng cng mi quan h v vic xc tin bn hng. 2.2 Hon thin cng tc la trn thnh vin knh v Qun l cc thnh vin knh hot ng mt cch hiu qu. Trong vic hnh thnh knh phn phi th vic la trn thnh vin knh l v cng quan trng n gp phn to nn s thnh cng ca ton b cc chnh sch v hot ng trong knh. Ch c vic la trn cc thnh vin trong knh tt mi gip cho knh phn phi hot ng mt cch c hiu qu. Sau khi la trn thnh vin knh th mt cng tc v cng quan trng qun l thnh vin knh v thc y cc thnh vin knh l cng tc v cng quan trng m chng ta phi thc hin. 2.2.1 Cc ca hng bn l trc tip. C s l lun:

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- y l i tng m cng ty ang hng ti xy dng mt h thng knh phn phi vi cc ca hng chuyn doanh. + H l nhng trung gian trong h thng phn phi trc tip gia cng ty ti th trng. - Ta thy hin ti mi quan h gia cng ty v cc i tng ny ngy cng khng kht hn. Cc ging buc v mt php l vi cc i tng ny cng ngy cng cht ch hn. Ni dung gii php: - Xy dng cc c s la trn cc ca hng mt cch cht ch hn: tin ti bt buc tt c cc ca hng phi c m s thu., c ti khon ngn hng ... - Hon thin cc vn bn v quyn li v trch nhim ca ngi bn l i vi cng ty nh: vn cung cp thng tin v khch hng, i th cnh tranh, quy nh r rng cc tiu chun nh gi hot ng ca cc ca hng tin ti xy dng cc ca hng chuyn doanh.Trong hp ng k kt gia cc ca hng bn l v cng ty quy nh r cc ca hng bn l phi bn dng vi gi m cng ty quy nh, doanh s ti thiu m cc ca hng ny phi m bo thc hin, quy cch trong cch thc trang tr cc ca hng bn l ng nht theo quy nh ca cng ty. - Tng cng h tr cho cc ca hng trong cng tc khai thc trit th trng v xy dng cc k hoch tiu th sn phm bng cch thng xuyn h tr trc tip cng nh h tr gin tip trong vic nghin cu v xc tin mua nhm khai thc th trng. - nh gi li khu vc th trng v mc hot ng ca cc ca hng bn l nhm xc nh cc thnh vin sut sc v tin ti xy dng cc ca hng chuyyn doanh, cc trung tm bo dng sn phm. Cng ty d nh trong nm 2008 s xy dng 10 ca hng chuyn doanh bao gm: Hot ng bn hng v bo dng ti cc a l c mc doanh s cao trong cc

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nm va qua. Khi xy dng ca hng chuyn doanh th cng ty h tr cc ca hng bn l nh sau: h tr 15 triu ng cho vic xy dng c s vt cht v trang hit b, h tr o to cn b k thut ti nh my cng ty trong vng 3 tun. Bc u th cc nhn vin k thut ti cc ca hng chuyn doanh s mc 4 th/ ca hng. Kt qu d kin ca gii php: M rng c mng li tiu th qua knh bn l trc tip. - Tng cng mi quan h gia cc ca hng bn l v cng ty trn c hai phng din l tnh li ch v tnh php l. To ra cc iu khon rng buc cht ch gia hai bn. - Khi xy dng cc ca hng chuyn doanh ti cc khu vc tiu th ln s lm tng uy tn ca thng hiu nh vo hot ng dch v sau bn hng. T dn n tng doanh thu v nng cao tnh cnh tranh ca cng ty. D tnh sau khi xy dng ca hng chuyn doanh th doanh thu ti cc ca hng s tng ln khong 10%/ nm. 2.2.2 Cc i l v cc trung gian phn phi C s l lun: Xut pht t mc tiu ca cng ty l bao ph cc th trng v m rng cc th trng cc khu vc xa tr s ca cng ty v mng li th trng nc ngoi v vy vic thit lp vi cc trung gian l ht sc cn thit. V cc i l v cc trung gian phn phi l cc doanh nghip u mi, i din cho doanh nghip thc hin cng tc t chc, phn ph sn phm ca cng ty n tay ngi tiu dng v cc nh bn l ti cc th trng m cng ty khng th kim sot c. Hin nay tuy mi quan h ca cng ty vi cc i l ny tng i gn kt qua cc hp ng thng mi nhng cc hp ng ny cn cha cht ch trong vic duy tr hnh nh v m bo ng gi bn ca cng ty ti

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cc khu vc th trng do vic thit lp mi quan h cht ch hn v qun l cc trung gian l v cng cn thit. Ni dung gii php: - Tng cng mi lin kt vi cc i l, hon thin cc th tc h s khi la trn v nh gi cc i l nh: c t cch php nhn, c giy php kinh doanh, c ca hng n nh, kh nng thanh ton , doanh s bn ti thiu v cc ch tiu nh gi hiu qu khc hot ng ca knh phn phi cht ch hn t gim bt cc chi ph trung gian. - Tng cng cc iu khon v cc rng buc khc trong cc hp ng vi cc i l: quy nh r rng trch nhim v quyn li ca cc bn mt cch r rng - Tin ti xy dng m hnh nhng quyn thng mi mt phn cc th trng cc th trng xa . hnh thc nhng quyn y chnh l nhng quyn mt phn, nhng quyn thng hiu nhm xy dng tnh ng b ha trong vic thit k cc ca hng v xy dng cc ca hng chuyn doanh cc khu vc nng cao tnh cnh tranh ca chnh bn thn thng hiu cng ty. Kt qu d kin ca gii php. - Xy dng c h thng phn phi ng b cc khu vc th trng. - Tng cng mi lin h v h tr ln nhau trong cng tc phn phi ca doanh nghip v cc trung gian. Tng cng cc ging buc v mt php l vi cc nh phn phi v i n tnh ng b trn cc khu vc th trng v: cch bi ch ca hng, gi c.. - Nng cao Doanh thu ca cng ty v sc cnh tranh ca cng ty. 2.3 Tng cng cc hot ng khuyn khch t cng ty h tr cc thnh vin pht trin th trng.

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C s l lun: - Cc thnh vin trong knh c vai tr quan trng trong kt qu tiu th ca cng ty v th pht trin cc trung gian cn c nhng bin php kch thch h bn hng, to mi quan h i tc lu di, tng cng h thng thng tin - Khi kinh doanh ti cc a bn th cc thnh vin cng gp rt nhiu kh khn trong vic cnh tranh vi cc tung gian ca cc i th cnh tranh. Do vy m bo li ch ca cc thnh vin trong knh v cng l chnh li ch ca cng ty th cng ty cn phi c cc bin php khuyn khch v h tr cc i l trong vic tiu th sn phm. Ni dung gii php: - Lp cc chng trnh hp tc lu di vi cc thnh vin bng cch xc nh mong mun ca cng ty vi cc thnh vin v cc mong mun ca cc thnh vin vi cng ty, nh v pha cng ty th cc mong mun l: doanh s bn, phm vi th trng, cung cp thng tincn cc thnh vin th h tr v pht trin th trng, k thut, lm bt nhu cu, phng thc thanh ton - Tng cng cc bin php khuyn khch hin ti kch thch cc thnh vin trong vic phn phi sn phm nh: tng cng vic h tr vn chuyn, c th tng thi gian tr chm tin hng cc thnh vin c th kip huy ng ti chnh. Nng cao mc chit khu v mc thng cho cc thnh vin hot ng tt. c th th ni dung ca cc chnh sch xc tin bn nh sau. + Chnh sch h tr vn chuyn: tip tc h tr vn chuyn cho cc ca hng bn l v cc trung gian phn phi nh chnh sch ang thc thc hin. + Chnh sch chit khu: i vi mc trit khu cho cc ca hng bn l th Cng ty nn nng mc ti thiu trong bng chit ln v mc gii hn ti thiu mi ln trong khong t 80 n 100 triu ng v ng thi cng tng

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mc ti a doanh thu ln cao hn tng cng s kch bn hng ca cc i l. Ngoi mc chit khu p dng chung cho ton b cc khu vc th trng th ty theo iu kin v theo khu vc Cng ty nn c mc p dng chit khu linh hot hn. V d cc khu vc th trng m cng ty mun pht trin thm khu vc hot ng hoc cc khu vc th trng kh khn th ngoi vic p dng mc chit khu chung cng ty cho tt c cng ty c th cn nhc tng mc chit khu h tr cc khu vc ny. + Chinh sch thng h tr cc i l: ngoi hnh thc p dng thng tin trc tip nh hin nay th Cng ty xy dng thm chnh sch thng cho cc ca hng v trung gian phn phi theo im tch ly. thc hin chnh sch ny i hi cng ty phi xy dng mt h thng cc tiu chun nh gi ph hp v c tnh phn loi. Cng ty c th p dng phng php nh gi theo hnh thc cho im da trn cc tiu chun nh gi nh: Doanh s, s trung thnh, thi gian thanh ton, kh nng hp tc cng nh cung cp thng tin v th trng. Xc nh tm quan trng ca cc ch tiu c th nh sau: Doanh s c h s tm quan trng l 0.5, thi gian thanh ton c h s l 0.2, tnh trung thnh c h s l 0.1 v kh hp tc v cung cp thng tin c h s l 0.2. Sau tin hng cho im mi tiu chun tng ng tng i l vi thang in 10. Xc nh tng im theo cng thc sau: Tj = Aij* Bij trong : Tj l tng im ca cc i l. Aij l h s tm quan trng ca ch tiu i ca thnh vin th j Bij l im nh gi cho thnh th j vi ch tiu i. Cn c vo tng im ta phn loi thnh vin tch ly t c ch ng vin khen thng kp thi . Mt khc da vo s im tch ly chng

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ta cng xc nh c cc chung gian hot ng km hiu qu t c bin php x l v h tr. - Tng cng s hp tc v gip cc i l nh gi nhu cu th trng trong tng thi k. - Tng cng h tr gin tip cho cc i l thng qua cc chnh sch xc tin nh qung co, tham gia hi ch Kt qu mong mun: - y nhanh tc tiu th sn phm, thu thp c nhiu thng tin. - Nng cao tnh chuyn nghip ca cc thnh vin. 2.4 Tng cng cng tc thng tin trong h thng knh phn phi. C s l lun: - Trn th trng cnh tranh khc lit ngy nay c th tn ti v pht trin th n i hi doanh nghip phi lm bt c nhu cu khch hng v p ng nhu cu mt cch nhanh chng. Nhng chnh bn thn cng ty khng th no trc tip lm bt c ton b nhu cu ca ngi tiu dng c v h khng tip xc trc tip vi ngi tiu dng, ngi tip xc l cc thnh vin trong knh do d pht trin h thng thng tin trong knh l mt vn ht sc cn thit. Ni dung gii php: - M cc lp hun luyn cho cc thnh vin trong knh v k nng thu thp v x l thng tin. - Quy nh cc nhn vin th trng phi cng cc i l c theo mt khong thi gian nh k phi thc hin cc cuc iu tra xc nh nhu cu th trng. - Xy dng mt b phn chuyn x l thng tin trong phng kinh doanh c th lm bt nhu cu v h tr cc thnh vin mt cch nhanh nht.

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Kt qu mong mun. - Nng cao hiu qu thu thp thng tin v th trng ca cng ty. - Lm bt c nhu cu ca khch hng v s bin ng v cu mt cch chnh xc hn t a ra cc chnh sch phn phi hp l. 2.5 Pht trin thng hiu cu cng ty v cc sn phm. C s l lun: h thng phn phi hot ng cch c hiu qu th vn pht trin thng hiu ca cng ty v cc dng sn phm l v cng quan trng. thng hiu gip cho ngi tiu dng c th nhn bit mt cch nhanh chng sn phm ca cng ty, mt khc n cng th hin uy tn v cht lng ca cng ty trong mt ngi tiu dng. Vic xy dng thng hiu tt v qung b c thng hiu s lm cho khch hng tin tng vo sn phm cng nh cng ty t nng cao sn lng tiu th ca cng ty. Ni dung gii php: - Tng cng u t hot ng nghin cu nhm nng cao cht lng sn phm v pht trin kiu dng mu m sn phm p ng nhu cu ngi tiu dng. - Tng cng hot ng qung co v hot ng tip xc cng ng nhm qung b hnh nh ca cng ty cng nh cc dng sn phm nhm tng kh nng nhn bit ca ngi tiu dng. C th + Tip tc tng cng hot ng qung co cho thng hiu bng cc bin php nh: S dng cc bin qung co, qung co trn cc i truyn hnh a phng + Tch cc tham gia cc hi tr trin lm nhm xy dng hnh nh ca doanh nghip nh: cc hi tr trin lm t xe my, hi tr hng Vit nam cht lng cao..

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+ Tng cng cc hot ng cng ng nh ti ch cho cc hi thi ti cc a phng qung b hnh nh ca Cng ty. Kt qu mong mun - Qung b rng ri thng hiu ca cng ty trong cng ng dn c cc a phng. - Nng cao uy th cnh tranh ca doanh nghip trn th trng.

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KT LUN
Chng ta thy trong nhng nm va qua Cng ty TNHH Duy Thnh t c mt s thnh tu nht nh v Cng ty khng ngng pht trin. Nhng tn ti v pht trin trong nn kinh t th trng cnh tranh khc lit nh ngy nay th lun lun i hi bn thn cng ty khng ngng i mi v hon thin nng cao nng lc cnh tranh ca chnh bn thn mnh v mt trong nhng yu t quan trng l hon thin h thng knh phn phi. Qua bi vit trn chng ta thy c vai tr quan trng ca knh phn phi i vi s pht trin ca cng ty v nhng thc trng tn ti trong h thng knh ca cng ty, cng nh Ban gim c cng ty v phng kinh doanh ca cng ty lun lun l lc khng ngng hon thin h thng phn phi cua rmnh. Em hy vng vi nhng kin thc trong trng thng qua bi vit ny c th em n ci nhn t mt gc khc gip cho phng kinh doanh ca cng ty c th hon thin h thng knh phn phi cua rmnh. Em xin chn thnh cm n C gio Th.S Hong Th Thanh Hng v cc Anh ch trong Phng kinh doanh ca Cng ty gip em hon thin chuyn ny

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DANH MC TI LIU THAM KHO 1. Gio trnh: Qun tr kinh doanh GS.TS Nguyn Thnh PGS.TS Nguyn Ngc Huyn NXB Lao ng X Hi. 2. Gio Trnh: Qun tr knh phn phi TS Trng nh Chin NXB Thng K. 3. Bng cn i k ton Cng ty TNHH Duy Thnh nm 2005, 2006, 2007. 4. Bng bo co kt qu kinh doanh Cng ty TNHH Duy Thnh nm 2005, 2006, 2007. 5. Bo co c cu lao ng Cng ty trong vng 5 nm gn y 2003, 2004, 2005, 2006, 2007. 6. Bo co lng xe xut xng ca cng ty trong 3 nm 2005, 2006, 2007. 7. bo co tnh hnh th tiu th sn phm ca phng kinh doanh trong vng 3 nm 2005, 2006, 2007

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PH LC
Danh sch cc ca hng bn l ca Cng ty
STT
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Tn ca hng
Ca hng xe my Hng Long Ca hng xa my Vit Hng Ca hng xe my Hng Ton Ca hng xe my Tun Anh Ca hng xe my Phng H Ca hng xe my Hip Hnh Ca hng xe my L Vui Ca hng xe my Thanh Thy Ca hng xe my Qunh Hng Ca hng xe my Duy Khnh Ca hng xe my Ha Hnh Ca hng xe my Bnh Minh Ca hng xe my Minh Hi Ca hng xe my c An Ca hng xe my Cng Thnh Ca hng xe my Kim c Ca hng xe my Thanh Sn Ca hng xe my o Vn Anh Ca hng xe my Trn Sng Ca hng xe my Tin Thnh Ca hng xe my Trung Thch Ca hng xe my Ho Li Gia Ho Ca hng xe my Hng Thu Thanh Hng Ca hng xe my i Li Ca hng xe my Tn Thnh Ca hng xe my Anh Th Ca hng xe my Tin Th Ca hng xe my Quang Trung Ca hng xe my Tn Long Ca hng xe my Sn i Ca hng xe my Thanh Huyn Ca hng xe my Long Hng Ca hng xe my Thnh Nn Doanh nghip t nhn ng Ca hng xe my Quc Hng Ca hng xe my Hng Phc Ca hng xe my Nguyn Tun Anh

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TT Sc Sn - H Ni TT ng Anh - H Ni. 11 Ty Sn, qun ng a, thnh ph H Ni Ng Hip Thanh Tr H Ni Nguyn Vn Linh - th x Hng Yn Phi Ni Hng Yn th trn Bnh Giang - Hi Dng TP Hi Dng Thanh H Hi Dng Thnh ph Hi Phng Thy nguyn - Hi Phng An Lo Hi Phng Kin An Hi Phng Ung b Qung Ninh H Long Qung Ninh Cn Ph - Qung Ninh Ba ch - Qung Ninh Tp Thi nguyn TX Sng Cng Thi Nguyn. TX Bc Giang Tn Yn Bc Giang Lc Ngn Bc Giang Qu V Bc Ninh TX Bc Ninh TT Xun Ha Vnh Phc TX Vnh Yn Vnh Phc Yn Lc Vnh Phc Cao Phong Ha Bnh Tp Ha Bnh Tn Lc Ha Bnh Gia Vin Ninh Bnh Tam ip Ninh Bnh L Nhn H Nam TX Ph l H Nam Hi Hu Nam nh Trc Ninh Nam nh TP Nam nh

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Doanh nghip t nhn dch v thng mi TP Thi Bnh Huyn Linh Ca hng xe my Thy Lm Ca hng xe my Hng Ton Cng ty TNHH thng mi Thin Ngn Ca hng xe my Mnh Hng Ca hng xe my Phng H Ca hng xe my Duy Khnh Ca hng xe my Minh Hi Ca hng xe my Minh Dng Ca hng xe my Hip H Ca hng xe my Anh K Ca hng xe my Phc Thnh Ca hng xe my Tn Hng Ca hng xe my Thanh Thu Ca hng xe my i Li Ca hng xe my Quang Ca hng xe my Trnh Hu Khi Ca hng xe my Lin Tin Ca hng xe my Ph Qu Ca hng xe my Lm Pht Ca hng xe my Hunh Anh Doanh nghip thng mi v dch v Minh Long Ca hng xe my Du Hng Ca hng xe my Sng Thu Ca hng xe my Hi Lin Ca hng xe my i Thnh Ca hng xe my Hng Hng Ca hng xe my Cng lm Doanh nghip t nhn xe my 515 Ca hng xe my Kim c Thi Thy Thi Bnh ng Hng Thi Bnh Kin Xng Thi Bnh Ba v H Ty Phc Th - H Ty Ph Xuyn H Ty TX Lng Sn Bnh Gia Lng Sn Ch n Bc Cn TX Bc Cn TT Sn Dng Tuyn Quang TX Tuyn Quang TX H Giang TP Yn Bi TT Mc Chu Sn La TX Sn La TP Thanh Ha Nng Cng Thnh ha TT Lam Sn Thanh Ha TP Vinh Ngh An Lng Ngh An Qu Chu Ngh An TX H Tnh Hng Lnh H Tnh TX Qung Bnh Minh Ha - Qung Bnh Tp Hu Nam ng Tha Thin Hu ng H Qung Tr

Sinh vin: Nguyn Trng Sinh

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MC LC

Sinh vin: Nguyn Trng Sinh

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DANH MC BNG BIU, S


S 1: C cu t chc ca cng ty..............................................................6

Sinh vin: Nguyn Trng Sinh

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