ti bo co

Thc trng hot ng qun tr bn hng v 1 s gii php nhm nng cao cng tc qun tr bn hng ti cng ty A.D.A

iii

LI CAM OAN
Ti cam oan y l ti nghin cu ca ti. Nhng kt qu v cc s liu trong bo co thc tp tt nghip c thc hin ti Cng ty TNHH Asian Dragon, khng sao chp bt k ngun no khc. Ti hon ton chu trch nhim trc nh trng v s cam oan ny.

Tp. H Ch Minh, ngy 28 thng 10 nm 2011

inh Tng Sn

iv

LI CM N
hon thnh bi Lun vn tt nghip ny, em nhn c rt nhiu s quan tm, gip v hng dn ca nhiu c nhn, tp th trong v ngoi trng. Em xin chn thnh cm n gio vin hng dn, Th.S L nh Thi - Ging vin B mn Qun Tr Kinh Doanh, trng H K Thut Cng Ngh Tp. HCM nhn ni dnh nhiu thi gian v tn tm gip em trong sut qu trnh thc hin bi kha lun ny. Xin chn thnh cm n Ban gim c; cc Anh/Ch cc phng Kinh Doanh; phng K Ton; phng Marketing, c bit l ch Nh Php, th k Phng Kinh Doanh, cng ty Asian Dragon Company Limited chia s nhiu thng tin, cng nh to mi iu kin thun li gip em hon tt b vit ny. Xin cm n Qu thy/c cng cc Anh/ch thuc vn phng Khoa Qun Tr Kinh Doanh h tr v cung cp nhng thng tin kp thi, gip em hon thnh kha lun tt nghip ng thi hn. Mt ln na em xin by t lng bit n su sc v s gip qu bu ny. Thnh ph H Ch Minh, ngy 28 thng 10 nm 2011. Sinh vin

inh Tng Sn

iv

CNG HA X HI CH NGHA VIT NAM c lp T do Hnh phc ----------

NHN XT THC TP
H v tn sinh vin:....................................................................................... MSSV:............................................................................................................. Khoa:............................................................................................................... 1. Thi gian thc tp ......................................................................................................................... 2. B phn thc tp ......................................................................................................................... 3. Tinh thn trch nhim vi cng vic v thc chp hnh k lut ......................................................................................................................... ......................................................................................................................... 4. Kt qu thc tp theo ti ......................................................................................................................... ......................................................................................................................... 5 Nhn xt chung ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... n v thc tp

NHN XT CA GIO VIN HNG DN

................................................................................................................................. ............................................................................................................................................. ............................................................................................................................................. ............................................................................................................................................. ............................................................................................................................................. ............................................................................................................................................. ............................................................................................................................................. ............................................................................................................................................. ............................................................................................................................................. ............................................................................................................................................. ............................................................................................................................................. ............................................................................................................................................. ............................................................................................................................................. ............................................................................................................................................. .............................................................................................................................................

Tp. H Ch Minh, ngy..thng..nm..

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Lun vn tt nghip

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GVHD: L nh Thi

MC LC
LI M U.......................................................................................................................1 CHNG I: NHNG L LUN C BN V QUN TR BN HNG TRONG DOANH NGHIP 1.1 Mt s ni dung c bn ca hot ng qun tr bn hng trong doanh nghip....3 1.1.1 1.1.2 1.1.3 1.1.4 1.1.6 TY A.D.A 2.1 Gii thiu khi qut v cng ty A.D.A.....................................................................12 2.1.1 2.1.2 2.1.3 2.2 2.2.1 2.2.2 2.2.3 2.2.4 2.2.5 2.3 Lch s hnh thnh v s mnh.....................................................................12 C cu t chc b my ca cng ty A.D.A....................................................12 Chc nng nhim v ca cc phng ban......................................................13 c im v trnh lao ng........................................................................15 c im v sn phm ca cng ty................................................................17 c im v lnh vc kinh doanh..................................................................19 Khch hng mc tiu ca cng ty..................................................................20 i th cnh tranh.........................................................................................21 Cc th tc cn thit ca hot ng bn hng................................................3 Cc hnh thc bn hng...................................................................................5 T chc mng li phn phi..........................................................................6 T chc lc lng bn hng............................................................................8 ng vin lc lng bn hng......................................................................10

1.1.5. Kim sot quy trnh bn hng..........................................................................9 CHNG II: THC TRNG HOT NG QUN TR BN HNG TI CNG

Cc c im ch yu trong hot ng kinh doanh ca cng ty A.D.A...............15

Khi qut chung v th trng cung cp cc sn phm, thit b ng dng sng 2.3.1 Cu th trng.................................................................................................23 Quy m nhu cu v thit b ng dng sng GPS....................................23 Xu hng pht trin ca th trng nhng nm qua..............................23 Tng s nh cung cp.............................................................................23 Ngun t nhp khu................................................................................23 Tc tng trng.................................................................................24

GPS ti Vit Nam................................................................................................................23 2.3.1.1 2.3.1.2 2.3.2 2.3.2.1 2.3.2.2 2.3.2.3 2.4 2.4.1

Cung th trng..............................................................................................23

Thc trng cng tc qun tr bn hng ti cng ty A.D.A.....................................24 Cng tc t chc lc lng bn hng...........................................................24

SVTH: inh Tng Sn

Lp: 09HQT2

Lun vn tt nghip 2.4.1.1 2.4.1.2 2.4.1.3 2.4.2 2.4.2.1 2.4.2.2 2.4.2.3 2.4.2.4 2.4.2.5 2.4.2.6 2.4.3 2.4.4 2.4.5 2.4.6

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GVHD: L nh Thi

Tuyn chn nhn vin.............................................................................24 Tuyn chn v tp hun cc i l......................................................... 26 Tng s nh phn phi, i l................................................................27 Xc lp mc tiu ca i ng bn hng.................................................28 Lp k hoch bn hng...........................................................................29 Chnh sch sn phm..............................................................................30 Tip cn khch hng...............................................................................31 Gp g khch hng v k hp ng.......................................................32 Chnh sch sau bn hng........................................................................33

Thit lp v pht trin k hoch bn hng....................................................28

Mng li phn phi bn hng cng ty A.D.A.........................................38 Gim st nng sut bn hng.........................................................................42 Mt s ch tiu phn nh kt qu hot ng kinh doanh ca cng ty.........43 nh gi chung v cng tc qun tr bn hng ti cng ty A.D.A...............47 Nhng kt qu t c..........................................................................47 Nhng tn ti v hn ch trong hot ng qun tr bn hng ti cng ty

2.4.6.1 2.4.6.2

A.D.A...........................................................................................................................49 CHNG III: MT S GII PHP NNG CAO HIU QU HOT NG QUN TR BN HNG. 3.1 Thit lp k hoch kinh doanh.................................................................................52 3.1.1 3.1.2 C s khoa hc trong vic lp k hoch kinh doanh....................................52 Cc gii php c th xy dng mt k hoch kinh doanh.......................52 Xy dng quy trnh lp k hoch kinh doanh.........................................52

3.1.2.1

3.1.2.2 Thc hin cc bc lp k hoch theo quy trnh..........................53

3.1.3

D kin cc kt qu thu c t gii php xy dng quy trnh lp k

hoch chi tit......................................................................................................................53

3.2

ng dng thng mi in t trong bn hng............................................54

3.2.1 3.2.2 3.2.3 C s cho gii php ng dng thng mi din t trong bn hng............54 Thc hin gii php ng dng thng mi in t trong bn hng....54 D kin kt qu t c sau khi p dng gii php..........................55

3.3

Gii php tng thi gian hu ch tm kim khch hng.................................55 3.3.1 C s cho gii php tng thi gian tm kim khch hng.....................55

SVTH: inh Tng Sn

Lp: 09HQT2

Lun vn tt nghip 3.3.2

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GVHD: L nh Thi

Cc bin php qun l thi gian hiu qu, tng thi gian tm kim

khch hng mi.................................................................................................................56 3.3.3 nh gi thc hin gii php..............................................................56 3.4 Gii php t chc li lc lng bn hng....................................................57 3.4.1 C s khoa hc ca gii php t chc li lc lng bn hng..........57 3.4.2 Cc phng n thchin nhm t chc li lc lng bn hng.......57 3.4.2.1 Xy dng tiu ch tuyn dng ph hp..........................................57 3.4.2.2 Hun luyn nhn vin...................................................................58 3.4.3 D kin kt qu thu c khi thc hin gii php.............................59 3.5 Hon thin h thng phn phi.....................................................................59 3.5.1 C s khoa hc cho gii php hon thin h thng knh phn phi. 59 3.5.2 Cc gii php c th cho phng n hon thin knh phn phi.....60 3.5.3 nh gi kt qu t c...................................................................61 3.6 ng vin, khuyn khch i ng bn hng.................................................61 3.6.1 C s khoa hc cho gii php ng vin, khuyn khch i ng bn hng......................................................................................................................... 61 3.6.2 Bin php c th nhm ng vin khuyn khch nhn vin v cc i l phn phi.......................................................................................................62 3.6.3 Kt qu t c sau khi thc hin gii php ng vin....................63 3.7 Mt s kin ngh i vi B Giao Thng Vn Ti.......................................64
KT LUN..........................................................................................................................67 DANH MC TI LIU THAM KHO..........................................................................69

SVTH: inh Tng Sn

Lp: 09HQT2

Lun vn tt nghip

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GVHD: L nh Thi

LI M U
Sau khi Vit Nam gia nhp T chc Thng mi Th gii WTO, nhiu nh u t, trong c cc tp on ln hng u trn th gii nh quan tm hn n th trng ny. Th trng si ng, hng ha a dng, ngi tiu dng c nhiu la chn v sn phm hn p ng cho nhu cu ca mnh. iu ny cng c ngha cnh tranh tr nn gay gt hn gia cc nh cung cp, nh phn phi trong vic tm kim th trng cho thng hiu ca mnh. Cc doanh nghip n lc ti a gia tng tnh cnh tranh thng qua vic nh hng, pht trin chin lc kinh doanh di hn, ci tin t chc sn xut, kinh doanh chuyn nghip hn v ng nhin con ngi c xem l yu t then cht to nn s thnh cng. Vai tr ca hot ng qun tr bn hng c cao hn bao gi ht. Gim c bn hng thuc hng ng cc nh qun tr cp cao, c nhiu nh tuyn dng sn lng. Cc tp on a quc gia tm kim nhng gim c bn hng l ngi trong nc hoch nh chin lc, thc hin cc cng vic kinh doanh, cc doanh nghip trong nc cn nhng gim c kinh doanh gii c kh nng t chc b my bn hng hiu qu, c th cnh tranh tt trn th trng, ti u ha chi ph, li nhun. 1. Tnh cp thit ca ti Cng ty A.D.A (Asian Dragon Company Limited) l mt n v tin phong trong cng vic cung cp sn phm, dch v ng dng sng di ng ti Vit Nam. Cng ty A.D.A chuyn v gii php cng ngh khng dy, gii php nh v, ng dng sng di ng truyn d liu nhm p ng nhu cu a dng ca th trng t c nhn n doanh nghip trong v ngoi nc. Tri qua hn 8 nm xy dng v trng thnh, cng ty c mt b dy kinh nghim trong kinh doanh cc gii php cng ngh. Trong sut qu trnh hnh thnh v pht trin, cng ty vt qua bit bao thng trm, nhng kh khn ca ngy u thnh lp, trong mt mi trng kinh doanh lun bin ng vi s cnh tranh gay gt t th trng, pht trin thnh mt cng ty ln mnh. Cng vi s gia tng v th phn, th quy m ca cng ty cng khng ngng m rng, v c bit l nhn s b phn kinh doanh. V vy m cng tc qun tr bn hng cng phi c ch trng hn na, lm th no va qun l c mt s lng ln nhn vin, gn kt h thnh mt khi thng nht, va dung ha c cc li ch ca nhn vin, khch hng v mc tiu chung ca
SVTH: inh Tng Sn Lp: 09HQT2

Lun vn tt nghip

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GVHD: L nh Thi

cng ty. Lm sao c th hn ch, loi b nhng thiu st cn tn ti trong hot ng qun tr bn hng, khi m cng ty ang ngy cng ln mnh v chuyn dn sang mt v th mi. T nhng l do trn em chn ti Thc trng hot ng qun tr bn hng v mt s gii php nhm nng cao cng tc qun tr bn hng ti cng ty A.D.A vi mong mun a ra mt s gii php kh thi nhm y mnh hn na hiu qu ca hot ng qun tr bn hng. 2. Mc ch nghin cu L sinh vin ngnh Qun Tr Kinh Doanh, vi mc ch tm hiu, hc hi, v trao di kin thc. Em mun hiu su hn hot ng bn hng c tin hnh nh th no, cng tc qun tr bn hng c thc hin ra sao, t xut mt s gii php, kin ngh nhm hon thin cng tc qun tr bn hng. 3. i tng v phm vi nghin cu Do hn ch v mt kin thc cng nh thi gian, tc gi ch xin cp n thc trng hot ng kinh doanh cng ty A.D.A ti chi nhnh Thnh ph H Ch Minh, cc s liu giao dch trong khong thi gian 2008 n 6 thng u nm 2011. y l nhng s liu c thu nhp trc tip trong qu trnh thc tp ti n v, cng mt s nhng nhn nh v gp ca cc anh/ch phng kinh doanh, k ton v phng marketing. 4. Phng php nghin cu ti ny c nghin cu da trn phng php tip cn logic, phn tch thng k, v s dng nhng kin thc c tch ly trong sut qu trnh hc tp vi nhng quan st, thu nhp thc t din ra trong thi gian thc tp ti doanh nghip. Kt hp gia vic tng hp sch bo, ti liu vi nhng kin ng gp ca ban qun tr cng ty. 5. Kt cu ca ti gm 3 chng: CHNG I: Nhng l lun c bn v hot ng qun tr bn hng trong doanh nghip. CHNG II: Thc trng hot ng qun tr bn hng ti cng ty A.D.A CHNG III: Mt s gii php nhm nng cao hiu qu hot ng qun tr bn hng.

SVTH: inh Tng Sn

Lp: 09HQT2

Lun vn tt nghip

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GVHD: L nh Thi

CHNG I: NHNG L LUN C BN V QUN TR BN HNG TRONG DOANH NGHIP 1.1 Mt s ni dung c bn ca hot ng qun tr bn hng trong doanh nghip 1.1.1 Cc th tc cn thit ca hot ng bn hng Bc 1: Lp k hoch. Trng phng kinh doanh lp k hoch phn phi ch tiu kinh doanh theo nm, thng. Ch tiu bn hng c lp trn c s chin lc kinh doanh chung ca cng ty. Cc ch tiu bn hng c trng phng bn hng lp cho tng thi k c th, ln k hoch thc hin. K hoch thc hin mc tiu bn hng c lp theo s gannt. Bc 2: Thc hin. Trin khai thc hin ch tiu kinh doanh cho phng. Vic trin khai bao gm hng dn cc mc tiu, ch tiu bn hng, phn ch tiu cho cc b phn trc thuc, cc ca hng, hng dn cc bc cn thc hin, nhim v ca cc c nhn lin quan. Bc 3: Nhn v x l yu cu khch hng. Lin lc, nhn cc thng tin ca khch hng. Bt u qu trnh thc hin theo k hoch thc hin mc tiu ch tiu. Lin lc, ghi nhn yu cu khch hng theo k hoch trin khai. Ngoi ra ghi nhn yu cu t bn ngoi trc tip (khng c k hoch). Yu cu khch hng c phn loi theo khu vc, theo tnh cht mua (mua l hay mua s). Trng hp khch hng cn thm thng tin nh tn ca hng trng, nhn vin, i din i l, mu bo gi, mu sn phm, phn gii thiu tnh nng sn phm th cung cp cho khch hng. Trng hp khch hng mua hng ti cc khu vc, ngi nhn c thng tin chuyn thng tin ca khch cho ngi ph trch ca khu vc . i vi khch hng mua l, gii thiu khch n ca hng ca cng ty hoc i l gn nht. i vi khch hng mun mua s, thc hin theo quy trnh k kt v thc hin hp ng.
SVTH: inh Tng Sn Lp: 09HQT2

Lun vn tt nghip

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GVHD: L nh Thi

Bc 4: Tip xc khch hng. Gii thiu khch hng v catolog ca cng ty, gii thiu lch s, cc lnh vc kinh doanh, quy m ca cng ty cho khch hng. Gi khch hng bn bo gi ca sn phm Gii thiu cc tnh nng ca sn phm cho khch hng, cch thc s dng cho khch. Gii thiu cho khch cc chnh sch bo hnh, chm sc dch v khch hng ca cng ty. Gii p cc thc mc ca khch hng, trng hp khch hng c nhng cu hi khng th gii p c th phi lin h b phn c trch nhim xin kin gii quyt. Bc 5: Bn hng cho khch. m bo s lng hng ho trong ca hng lun y , ca hng trng phi ra mc nh mc tn kho cho ca hng, trnh trng phng bn hng duyt. Trong qu trnh bn hng phi theo di s lng hng trong ca hng ph hp vi nh mc tn kho ti thiu. Cho hng vo ti theo mu ca cng ty, km theo cc hng dn sn phm, catalog. Hng dn khch hng cch thc s dng, cch thc s dng dch v bo hnh, dch v chm sc khch hng sau bn hng. Chuyn phiu bo hnh cho khch, ghi y thng tin. Xut ho n cho khch theo mu ca cng ty, ho n phi c du vung ca cng ty. i vi khch hng yu cu ho n VAT, phi chuyn ho n thng cho phng k ton xut ho n VAT, sau chuyn ho n VAT cho khch. Ghi y cc thng tin v loi sn phm bn, thng tin lin lc ca khch hng theo biu mu nht k bn hng. Cm n khch hng mua hng, mong khch s quay tr li, trng hp pht sinh trong qu trnh s dng, hy ng vin khch mang hng ti trung tm bo hnh cng ty sa cha. Bc 6: Lu h s.

SVTH: inh Tng Sn

Lp: 09HQT2

Lun vn tt nghip

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GVHD: L nh Thi

Ton b thng tin bn hng gm tn khch, thng tin lin lc, loi sn phm phi c ghi nhn y trong phn theo di doanh thu. 1.1.2 Cc hnh thc bn hng Phng thc bn hng c phn loi nh sau: Cn c vo a im giao hng cho khch hng. Bn hng ti kho ca ngi cung ng: thch hp vi nhu cu ln, tiu dng n nh v ngi mua c sn phng tin vn chuyn hng ha. Bn qua ca hng, quy hng thch hp vi nhu cu nh, danh mc hng ha nhiu, chu k tiu dng n nh. Bn tn n v tiu dng, bn ti nh theo yu cu ca khch hng, to thun li cho ngi mua. Phng thc ny ch yu nng cao cht lng phc v khch hng v cnh tranh ln nhau gia cc ngi bn. Theo khu lu chuyn hng ha: Bn bun: bn vi khi lng ln, theo hp ng v thanh ton khng dng tin mt. Kt thc quy trnh bn bun. Hng ha vn nm trong lu thng, cha bc vo tiu dng. Do khng phi lu kho, bo qun v sp xp hng ha ti ca hng, nn gi bn bun r hn v doanh s thng cao hn bn l.
Bn l: bn cho nhu cu nh l ca ngi tiu dng, p ng nhu cu kp

thi ca khch hng, thanh ton ngay. V hng ha tri qua nhiu khu bn bun, lu kho,
chi ph bn hng, nn gi bn l thng cao hn gi bn bun, vic tng doanh s ca doanh nghip chm hn nhng li nhn c nhiu thng tin trc tip t ngi tiu dng.

Theo phng thc bn: Bn theo hp ng v n hng: thng thng l cc hng ha quan trng, bn vi khi lng ln. i vi hng ha khng quan trng c th thun mua va bn khng cn k hp ng, gi n hng. u gi: i vi hng ha c khi lng ln, hng kh tiu chun ha, hng chuyn dng xut khu: l phng thc bn hng c bit cn tun th cc quy nh Xut-Nhp-Khu ca chnh ph v ch do cc n v c php kinh doanh XutNhp-Khu thc hin. Theo mi quan h thanh ton: Mua t bn on: mua bn v thanh ton ngay khi giao nhn hng ha.

SVTH: inh Tng Sn

Lp: 09HQT2

Lun vn tt nghip

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GVHD: L nh Thi

Bn hng tr chm, tr gp: i vi 1 s hng ha thng thng, tiu dng

rng ri, phn tn, ngi ta s dng hnh thc qua i l tr chm ty theo hng ha nh ru, bia, thuc l rt c a chung v ph bin nc ngoi. Vit Nam, cha c vn dng vi nhiu loi hng ha do h thng php lut cha hon thin. Hnh thc bn hng trc tip, bn hng t xa qua in thoi, bn hng qua mi gii, qua nhn vin tip th, qua mng internet Hin nay cc doanh nghip tng cng bn hng trc tip cho ngi tiu dng, bn hng t xa qua in thoi tuy doanh s thp nhng nhn c thng tin v nhu cu th trng. Bn hng qua ngi mi gii: Ph hp vi doanh nghip ln u thm nhp th trng hoc th trng bin ng nhanh m ngi bn t kinh nghim hoc th trng m vic tuyn truyn qung co kh khn.
Bn hng qua tip th: cn o to bi dng i ng tip th c chuyn mn

nghip v cao l hnh thc m cc hng nc ngoi s dng a sn phm vo Vit Nam Thng Mi in T: Giao dch nhm mc ch thng mi, c thc hin bng cc phng php in t trn mng internet. L phng thc kinh doanh mi phn nh hot ng thng mi c thc hin trong mt mi trng c bit l mng internet da trn nn tng ca cng ngh thng tin v nn kinh t s ha. 1.1.3 T chc mng li phn phi Tiu th trc tip: L knh tiu th ngn, sn phm sn xut ra c bn trc tip cho khch hng, khng qua trung gian: S 1.1: Mng tiu th trc tip Nh nhp khu

Ngi tiu dng

Ngun: Phm Th Thu Phng (1995), Nghip v v qun tr bn hng, NXB Thng k

SVTH: inh Tng Sn

Lp: 09HQT2

Lun vn tt nghip

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GVHD: L nh Thi

Tiu th gin tip: L knh tiu th di, ngi sn xut bn sn phm cho ngi tiu dng cui cng thng qua cc trung gian, bn bun, i l S 1.2: Mng tiu th gin tip Nh nhp khu

Ngi i l

Ngi bn bun

Ngi trung gian

Ngi bn l

Ngi tiu dng cui cng

Ngun: Phm Th Thu Phng (1995), Nghip v v qun tr bn hng, NXB Thng k

Cc loi trung gian trong mng li tiu th sn phm. Ngi bn bun: L ngi trc tip mua sn phm ca doanh nghip, bn li cho ngi bn l, h c vai tr quan trng trong th trng, lm nhim v phn phi, cho nn h c th lm nh hng ti cc quan h trn th trng. Mt khc nhng ngi bn bun c vn ln, mng li bn i l, bn l rng, gip cho doanh nghip tiu th sn phm nhanh chng v thu c nhiu thng tin hu ch. Ngi i l: L ngi c th thc hin bn bun hoc bn l sn phm, h c th lm i l trc tip qua doanh nghip hoc qua ngi bn bun. C nhiu i l nh: i l u thc. i l hoa hng i l c quyn. Ngi mi gii: Do tnh a dng v phc tp ca nn kinh t th trng, c bit l nhng bin ng nhanh chng ca quy lut cung cu gi c, cng vi s cnh tranh gay gt gia cc doanh nghip, bn bun khng nm bt kp thi tnh hnh th trng mt cch chnh xc. V vy, xut hin ngi mi gii, nhim v ca h l chp ni cc quan h kinh t gia cc i tng tham gia trn th trng, nh:
SVTH: inh Tng Sn Lp: 09HQT2

Lun vn tt nghip

trang 17

GVHD: L nh Thi

Gip ngi mua tm ngi bn. Thc hin vic mua bn theo u quyn, u thc Ngi bn l: L ngi s trc tip bn sn phm cho ngi tiu dng cui cng, nn h c nhiu iu kin tip xc vi ngi tiu dng thng xuyn, do h c nhng thng tin phn hi gip doanh nghip nh hng tt trong sn xut kinh doanh. 1.1.4 T chc lc lng bn hng Lc lng bn hng ca mt cng ty bao gm tt c nhng nhn vin c trch nhim trc tip n hot ng bn hng. Lc lng ny li c th c chia thnh hai loi: Bn trong v bn ngoi. Lc lng bn hng bn trong (ti ch): Hu ht, lc lng bn hng bn trong tp trung mt c quan, vn phng v lin h vi khch hng ch yu thng qua in thoi, email. Tng c nhn nhn vin bn hng him khi tip xc trc tip vi khch hng. Loi lc lng bn hng ny c th c dng nh lc lng chnh yu ca cng ty hoc l lc lng h tr cho lc lng bn hng hot ng bn ngoi cng ty. Lc lng bn hng ti ch hay bn trong ny khng phi l mt hin tng mi xut hin. Trong lch s cng tng tn ti lc lng bn hng ny nhng vi trch nhim v hot ng ch yu mang tnh xc tin cho hot ng bn hng hay theo sau mt hot ng bn hng nh theo di nhng n t hng, kim sot d tr, tn kho, gii thiu sn phm thay th. Gn y, trch nhim ca khi lc lng bn hng bn trong ny c m rng xa hn v ngy nay nhiu cng ty ang s dng lc lng bn hng ny.
Lc lng bn hng hot ng bn ngoi cng ty (vn phng): Lc lng bn hng bn ngoi cng ty thng thng c tri ra theo vng a l. lc lng bn hng bn ngoi cng ty ny hot ng c hiu qu, iu kin cn c l trong vng lnh th y phi c mt s lng khch hng ln. Ngi i din bn hng ny s c trch

nhim bn hng hoc cung ng dch v thng qua giao dch trc tip vi khch hng, thng thng ti a bn kinh doanh ca khch hng. Ngoi tr hot ng bn l, a s lc lng bn hng hot ng bn ngoi. Lc lng bn hng bn ngoi c s dng rt rng ri trong nhng doanh nghip nh v ln t nhng cng ty sn xut tiu dng v hng cng nghip, cng ty dch v nh hng hng khng, khch sn n cng ty bn bun.

SVTH: inh Tng Sn

Lp: 09HQT2

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GVHD: L nh Thi

i l theo hp ng, ph bin nht l i din nh sn xut. H l nhng c nhn, hip hi, hi bun hot ng c lp, i din cho hai hay nhiu nh sn xut hoc cung ng dch v, trong mt vng lnh th quy nh, hng hoa hng i l (commission) v kinh doanh vi nhau. Nhng i l c lp ny thng cn c gi l i l hoa

hng, i l tiu th hay i l bn hng, hay mi gii. Thc ra nhng tn gi ny phn nh nhng im khc nhau v mt no , nhng phn bit c chng cn k, chng ta phi i vo rt chi tit v chuyn mn.
Lc lng bn hng hn hp, cng ty c th s dng nhiu loi lc lng bn hng chim lnh th trng. Cng ty c th s dng hn hp lc lng bn hng ca cng ty v mng li i l xm nhp nhiu loi th trng khc nhau.

1.1.5 Kim sot quy trnh bn hng Cc mc tiu cn kim sot Mc tiu ca vic bn hng: Bn ng: ng khch hng, ng gi, ng hng Bn : s lng tha thun Bn kp thi: Kp thi hn cam kt Mc tiu ca vic thu tin Thu ng: ng ngi, ng l hng Thu : s tin cn phi thu Thu kp thi: Hn (khng n qu hn) Mc tiu ca vic ghi nhn v bo co ng, , kp thi, ngn gn, d hiu (i vi c B phn k ton & B phn bn hng) Mt s ri ro thng gp v c ch kim sot tng ng Bn hng nhng khng thu c tin (do khch hng khng c kh nng tr tin hay c tin nhng khng chu tr). nh gi uy tn Duyt hn mc tn dng Phn tch tui n Nu bn hng ln u Bn hng khng ng gi, tnh ton sai chit chu

SVTH: inh Tng Sn

Lp: 09HQT2

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GVHD: L nh Thi

Ph duyt gi bn Cp nht gi mi Giao hng tr Kim tra tn kho trc khi chp nhn n hng. Theo di n t hng tn ng Giao hng sai quy cch, phm cht, s lng Khch hng k duyt mu hng i chiu n t hng Khch hng k bao b giao nhn hng Pht hnh ho n sai Ph duyt ho n i chiu ho n vi n t hng v phiu xut kho Tin bn hng b lm dng nh k i chiu cng n Thng xuyn i chiu s d ngn hng Ngi thu tin khc ngi ghi chp thu tin Sai st trong ghi chp nghip v Cc chng t bn hng iu chuyn v k ton ghi chp i chiu s bn hng vi s xut hng tn kho i chiu s thu tin vi bng k ngn hng 1.1.6 ng vin nhn vin Cc bin php ng vin Gim c bn hng c nhiu bin php thc hin vic kch thch, ng vin i vi nhn vin bn hng: ng vin ti chnh: bng cc k hoch lng thng c bn nh lng, hoa hng, thng, ph cp h tr, thi ua bn hng. ng vin phi ti chnh: thng qua cc hnh thc nh: Ghi nhn cng lao vi bng khen, k nim chng, khen ngi, khuyn khch, cng vic a dng, phong ph; c hi thng tin, tham d cc cuc hp, hi ngh bn hng

SVTH: inh Tng Sn

Lp: 09HQT2

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GVHD: L nh Thi

KT LUN CHNG I
Qun tr bn hng: l hot ng qun tr ca nhng ngi thuc lc lng bn hng ca cng ty bao gm nhng hot ng chnh nh phn tch, lp k hoch, thc hin v kim tra hot ng bn hng. Nh vy, qun tr bn hng l mt tin trnh kt hp cht ch t vic thit lp mc tiu cho nhn vin bn hng, thit k chin lc cho nhn vin bn hng n vic tuyn dng, hun luyn, gim st v nh gi kt qu cng vic ca nhn vin bn hng. T vic phn tch trn ta thy c tm quan trng ca hot ng bn hng i vi nn kinh t - x hi trn ton th gii. Hot ng bn hng cng mang li li ch cho nhiu thnh phn. Do thc y v pht trin cc hot ng bn hng s kch thch cho x hi pht trin, mang li s phn thnh cho quc gia, nng cao mc sng con ngi, tha mn mi nhu cu cho tt c mi ngi trong x hi.

SVTH: inh Tng Sn

Lp: 09HQT2

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GVHD: L nh Thi

CHNG II: THC TRNG HOT NG QUN TR BN HNG TI CNG TY A.D.A 2.1 Gii thiu khi qut v cng ty A.D.A 2.1.1 Lch s hnh thnh v s mnh Tn cng ty: Cng ty TNHH A.D.A Tn ting anh: Asian Dragon Company Limited Ngy thnh lp: 30102003 Cng ty A.D.A l mt n v tin phong trong cng vic cung cp sn phm, dch v ng dng sng di ng ti Vit Nam. Cng ty A.D.A chuyn v gii php cng ngh khng dy, gii php nh v, ng dng sng di ng truyn d liu nhm p ng nhu cu a dng ca th trng t c nhn n doanh nghip trong v ngoi nc. Vi s mnh Cung cp gii php khng dy cho cng ng vi cht lng tt nht. Cng ty mong mun c chia s v ng dng nhng gii php cng ngh mi nhm ti a ha li ch ca ngi dng, cng ty A.D.A cam kt mang n cho khch hng nhng sn phm, dch v vi cht lng tt nht. Gi tr ct li ca cng ty: Chng ti quan nim nhn s l ti sn qu gi nht ca cng ty. Chng ti xem khch hng l trng tm u tin. Chng ti pht trin da trn cc ng dng khng dy. Chng ti ly phn mn lm nn tng tch hp h thng. Chng ti cho rng kinh nghim c tch ly v to ra cc gi tr ch thc cho khch hng. Chng ti ly s sng to lm mi nhn ca li th cnh tranh. 2.1.2 C cu t chc b my ca cng ty A.D.A

SVTH: inh Tng Sn

Lp: 09HQT2

Lun vn tt nghip

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GVHD: L nh Thi

S 2.1: T chc cng ty Ch Tch HQT

Thnh Vin

Thnh Vin

Thnh Vin

Thnh Vin

Thnh Vin

Gim c Ph G

Tr S Tp.HCM

Chi Nhnh H Ni

Chi Nhnh Nng

Chi Nhnh Cn Th

Phng R & D (Shenzhen)

Phng Marketing

Phng Kinh doanh

Phng Kinh doanh

Phng Kinh doanh

Phng R&D

Phng K.Doanh

Phng K thut

Phng K thut

Phng K thut

Phng PTTH

Phng K thut

Phng K ton

2.1.3 Chc nng nhim v ca cc phng ban Ph gim c: Thc hin nhim v ph gim c, thay mt gim c iu hnh cng vic ca cng ty khi gim c i vng hoc c gim c y quyn. Trc tip ph trch cc lnh vc. Ph trch cng tc ti chnh, bn hng, nhn s.

SVTH: inh Tng Sn

Lp: 09HQT2

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GVHD: L nh Thi

Trc tip ph trch v ch o cc trng chi nhnh ti H Ni, Nng, TP. H Ch Minh Thc hin mt s nhim v khc khi c gim c phn cng. Trng chi nhnh: Xy dng cc chng trnh, k hoch, n v hot ng ca mi chi nhnh. Trin khai thc hin cc chng trnh, k hoch, n c ph duyt. T chc tp hun v chuyn mn, nghip v cho cc phng ban, nhn vin. Thc hin ch bo co nh k v t xut v kt qu thc hin nhim v ca chi nhnh theo yu cu ca Ban gim c. Phng kinh doanh (bn hng): Xy dng k hoch sn xut kinh doanh ngn hn v di hn. Tham kho kin ca cc phng c lin quan phn ch tiu kinh doanh, k hoch nhp hng ha. D bo thng xuyn v cung cu, gi c hng ho th trng, trong phm vi khu vc nhm phc v cho mc tiu kinh doanh ca cng ty. Bo co thng k trong ton b hot ng kinh doanh ca chi nhnh cng ty tng hp bo co thng xuyn theo nh k ln gim c hoc bo co t xut khi gim c yu cu v bo co ln cp. Lm bo co s kt, tng kt 6 thng v hng nm ca cng ty. Phng k ton: Qun l ti chnh k ton cho cng ty. T vn cho Ban lnh o cng ty v lnh vc ti chnh. Thc hin ton b cng vic k ton ca cng ty nh: K ton tin mt, k ton ti sn c nh, k ton chi ph, k ton gi thnh, k ton tin lng v cc khon trch theo lng, v.v Qun l h thng s sch, chng t k ton ca cng ty. Lm vic vi c quan thu, bo him x hi vv. i vi cc vn lin quan n cng vic k ton ti chnh ca cng ty. m bo an ton ti sn ca cng ty v mt gi tr. Tnh ton, cn i ti chnh cho cng ty nhm m an ton v mt ti chnh trong hot ng kinh doanh.
SVTH: inh Tng Sn Lp: 09HQT2

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GVHD: L nh Thi

Thc hin cng tc kim k ti sn trong ton cng ty. Phng marketing: Nghin cu tm hiu th trng. Lp h s th trng v d bo doanh thu. T chc cc hot ng marketing. Phn khc th trng, xc nh mc tiu, nh v thng hiu. Pht trin sn phm, hon thin sn phm vi cc thuc tnh m th trng mong mun. Qun tr sn phm (chu k sng sn phm): Ra i, pht trin, bo ha, suy thoi, v i khi l hi sinh. Phng k thut: Thit k quy trnh lp rp, hng dn s dng. Lp t thit b, demo cho khch hng. Bo hnh, v ch bo tr nh k cho khch hng. Phng R & D: Th nghim, kho st thit k, cht lng ca sn phm. Th nghim kh nng chu ti trong cc iu kin thi tit, h thng mng li ti Vit Nam. Th nghim kim tra tnh nguyn dng v tnh ng nht ca sn phm. Nghin cu thc nghim ng dng cc sn phm, cng ngh, thit b mi nhp. 2.2 Cc c im ch yu trong hot ng kinh doanh ca cng ty A.D.A 2.2.1 c im v trnh lao ng Trong qu trnh hnh thnh v pht trin, cng ty c hn 8 nm hot ng, vic coi trng o to v tuyn dng lao ng gp phn lm tng vic lm cho x hi c cng ty ht sc coi trng. Song thc t ph hp vi tnh hnh mi hin nay, i ng cp qun l, nhn vin cng ty c trnh cao hn, s tr ha nhn s c th hin r rng, tui bnh qun l 26. Mt khc, nhn vin l ti sn ca cng ty, l yu t quan trng trong hot ng kinh doanh, n c nh hng ti cng tc nghin cu m rng th trng v bn hng. Cng ty tng bc sp xp nhn

SVTH: inh Tng Sn

Lp: 09HQT2

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GVHD: L nh Thi

s ph hp vi trnh v v tr cng vic. Pht huy ht tim nng ca nhn vin, to ng lc cho nhn vin phn u, song hnh pht trin cng cng ty.
Cc ch tiu S 2008 T l 2009 S T l 2010 S T l 2009/2008 2010/2009 S T l S T l

lng (%) 1. Tng L 103 100 Theo i hc 20 19,4 15 14,56 trnh Cao ng TC v 68 66,02 Trung hc Theo Qunl, 40 38,8 cng HC-VP 61,2 vic NV bn 63 hng

lng (%) lng (%) lng (%) lng (%) 106 100 115 100 3 2,91 9 8,5 21 19,8 25 21,7 1 5,00 4 19,04 15 14,15 16 13,9 0 1 6,6 71 66,7 75 65,21 2 2,9 4 5,6

41 65

38,7 61,3

42 73

36,52 63,48

1 2

2,5 3,17

1 8

0,94 7,5

Bng 2.1: C cu s dng lao ng ca cng ty

Ngun: Phng nhn s n v: Ngi

Xem xt bng 2.1 th ta thy, v lao ng: nm 2008 vi tng s lao ng l 103 trong c 63 l nhn vin bn hng (chim 61.2%). Tnh n nm 2010, cng ty c tng lao ng l 115 ngi (tng ln 12 ngi so vi nm 2008) trong nhn vin kinh doanh l 73 ngi (chim 63,48% nhn lc ton cng ty) v s nhn s ti b phn qun l v hnh chnh vn phng l 42 ngi (chim 36,52%). Nh vy, nm 2009 do nhu cu ngy cng m rng ca cng ty m tng s lao ng ca cng ty cng dn tng dn ln (c th tng 3 ngi so vi nm 2008) trong c s nhn vin bn hng tng 2 ngi so vi nm 2008), tng ng tng t trng l 3,1%) cng nh s lao ng khi vn phng tng 1 ngi, tng ng mc tng t trng l 2,91%). C th thy cng ty ang tng bc m rng th trng. Nm 2010, tng s lao ng ca cng ty l15 ngi v nhn vin vn tng nhng vi s lng ln hn (c th tng 9 ngi so vi nm 2009), v vi mc tng t trng l 8,5%. Ring lc lng bn hng tng 7,5%, t trng v nhn s cho phng kinh doanh v khi qun l vn phng kh chnh lch song s chnh lch ny c th coi l hp l v Cng ty A.D.A l mt doanh nghip chuyn kinh doanh cc sn phm thit b nh v, va nghin cu sn xut, nhm mc tiu bao ph th trng ni a nn cn mt lng ln nhn vin kinh doanh nng ng, xng xo, ti cc chi nhnh
SVTH: inh Tng Sn Lp: 09HQT2

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GVHD: L nh Thi

V trnh ca ngi lao ng trong cng ty, do s lng nhn vin kinh doanh ca ton cng ty chim s ng v vi t trng ln hn trong ton cng ty nn s lao ng trnh trung cp, trung hc qua 3 nm l tng i ln v tng u khi quy m ca cng ty ngy cng m rng. Trong l trnh i hc v cao ng cng tng ln c bit l lao ng trnh i hc tng nhiu hn cao ng iu chng t cng ty rt ch trng n cht lng ngi lao ng k c i ng qun l v i ng nhn vin C th nm 2010, s lao ng trnh i hc 25 ngi (chim 21,7% v t trng) v cao hn so vi nm 2008 v 2009 l 4 ngi (tng 8,5% so vi nm 2009), bn cnh s lao ng trnh Cao ng ch c 16 ngi (chim 13,9% t trng) tng thm mt ngi so vi 2009 Ta thy rng, s lao ng trnh i hc khng ngng tng ln. Nguyn nhn l do hng nm cng ty lun t chc o to mi v o to li i ng ngi lao ng. Trnh ngi lao ng m cng ty i hi ngy cng cao hn do cng ty rt ch trng vn o to ngi lao ng. Khng nhng th trong cng tc tuyn dng nhn s, cng ty t ra yu cu ngy cng cao i vi cc ng c vin trong c yu cu v trnh . Tm li, c cu trnh theo trnh v theo cng vic ca cng ty l ph hp vi mt cng ty ang tng bc pht trin giai on u sau vi nm thnh lp. Tuy nhin, ngy cng thch ng hn vi mt nn kinh t nng ng, i hi mt ngun lc nhn s n nh, cht lng, cng ty ang tng bc thay i dn c cu lao ng theo trnh : tng dn lao ng c trnh i hc v hn ch dn cp chuyn dng, gii hn thp nht ca nhn vin l mc Trung cp. iu ny cng ty ang dn i mi, hon thin v ph hp vi xu th pht trin ca x hi. 2.2.2 c im v sn phm ca cng ty GPS c hiu nh th no? GPS l h thng nh v ton cu (ting Anh: Global Positioning System ) l h thng xc nh v tr da trn v tr ca cc v tinh nhn to, do B Quc Phng Hoa K thit k, xy dng, vn hnh v qun l. Trong cng mt thi im, ta ca mt im trn mt t s c xc nh nu xc nh c khong cch t im n t nht ba v tinh. Cc ng dng ca sng GPS
SVTH: inh Tng Sn Lp: 09HQT2

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GVHD: L nh Thi

Gim st qun l vn ti, theo di v tr, tc , hng di chuyn, 2. Gim st mi v, gim st vn ti hnh khch,.. 3. Chng trm cho ng dng thu xe t li, theo di l trnh ca on xe 4. Lin lc, theo di nh v cho cc ng dng giao hng GPS c nhiu ng dng mnh m trong qun l xe t, c bit l cc loi xe nh: Xe taxi, xe ti, xe cng trnh, xe bus, xe khch, xe t li. Thit b thu sng GPS My thu GPS l mt thit b nh mt my tnh nh gn c mn hnh gn lin v anten nhn tn hiu GPS. Thit b ny thng ch l thit b c thng tin mt chiu. Nh anten GPS nhn tn hiu t v tinh. H iu hnh ca my s th hin v tr trn bn c gi sn trong thit b. Khi h thng giao thng rng ln, phc tp, c nhiu im chia ct, cu vt th GPS Navigation l cn thit v hon ton c th u t. Chi ph cho GPS Navigation l gi ca thit b cng vi nng cp bn . Cc mt hng ca cng ty Thit b nh v Thit b ng dng cng ngh nh v qua v tinh (GPS) kt hp vi cng ngh truyn d liu qua sng GSM/GPRS (General Packet Radio Service) h tr cng tc qun l, gim st vn ti mang li li ch cao v tit kim chi ph cho ngi dng. ng dng rng trong gim st phng tin, ngi, ti sn, vt nui Cng giao tip SMS thng minh GSM Modem. Thit b chuyn nhn gi tin nhn hng lot, l knh thng tin hiu qu cho cc nh lm marketing chuyn nghip. Thit b thng minh, giao tip thn thin, import excel s in thoi, tin nhn, gi 1 cng ni dung nhiu s in thoi, gi 1 s in thoi nhiu ni dung Thit b dn ng. Thit b dn ng thng minh qua h thng v tinh GPS, l ngi bn ng hnh trn mi chng ng. Thit b tch hp bn Vit Nam vi thng tin s nh, chiu ng, ng cm c cp nhp lin tc. Giao din 2D-3D, hng dn bng ging ni (Anh-Vit-Hn)
SVTH: inh Tng Sn Lp: 09HQT2
Ngun: www.ada.com.vn

Hnh 2.1: GSM Modem

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GVHD: L nh Thi
Hnh 2.2: Camera quan st

Thit b quan st Camera IP Camera IP ghi hnh trc tuyn cung cp cho ngi dng hnh nh trc tip t giao din web m camera h tr. L cng c h tr qun l, gim st t xa. Thit b kt ni Internet khng dy. USB Internet Modem s dng sng di ng kt ni internet gii phng ngi dng khi phng thc kt ni internet truyn thng. La chn a dng vi Evolution), truyn d liu vi tc 384 Kbps. Giao thc HSPA (High-Speed Packet Access), c bit n nh mt cng ngh thuc th h th ba (3G). Hin ti, vi cc thit b 3G Modem ca cng ty th tc ti xung ti a l 7.2 Mbps v tc ti ln ti a l 5.7 Mbps. 2.2.3 c im v lnh vc kinh doanh Vi hn 180 triu thu bao di ng tnh n

Ngun: www.ada.com.vn

giao thc EDGE (Enhanced Data Rates for GSM Hnh 2.3: USB Internet Modem

Ngun: www.ada.com.vn

thi im 4/2011(theo bo Bu in Vit Nam s 66 ra ngy 03/6/2011), cng s pht trin mnh m ca thng mi in t, Vit Nam c nh gi l th trng y tim nng cho cc ng dng sng di ng. Phn mm ng dng, cc tin ch t sng di ng vn nng, nay cn nng hn vi xu hng di ng ha mnh m trn ton th gii. Ti Vit Nam, s pht trin mnh m ca cc dng smartphone v ang to ra mt nhu cu ln v cc ng dng di ng trn mobile. Theo cc d on ca gii chuyn gia, nm 2011 s l mt nm bng n ca cc ng dng sng di ng, ha hn nhiu phn mm, sn phm ng dng sng di ng mi ng lot ra i, s "s ha" cuc sng trong tm tay. Theo quy nh ti Ngh nh 91/2009/N-CP1, t ngy 1/7/2011 cc xe vn chuyn hng ha v hnh khch phi buc phi lp t thit b nh v GPS. y chnh l c hi th trng thit b GPS ti Vit Nam pht trin. Trn th gii, thit b nh v GPS c ng dng kh rng ri trong nhiu lnh vc, c bit i vi ngnh giao thng vn ti. y l mt dch v mang li gi tr gia tng cao
1

Theo quy nh ti Ngh nh 91/2009/N-CP

SVTH: inh Tng Sn

Lp: 09HQT2

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GVHD: L nh Thi

da trn cng ngh vin thng thng tin, nn tng h thng thng tin a l. S dng thit b ny gip gim st, qun l phng tin v ngi li xe nhm tng hiu qu kinh doanh, vn ti an ton cng nh tit kim c nhiu chi ph khng ng c, ti u ha hot ng ca cc doanh nghip. Ngy nay dch v truy cp Internet qua sng 3G hin ang c nhiu ngi tiu dng a chung, vi tc truyn trn l thuyt vi iu kin l tng khong 14Mbs, thc t khong 3Mbs. Gi cc s dng dch v 3G hin nay khng phi l t, gi thp nht hin nay ca Vinaphone ch 30.000 ng/thng m ngi dng c th s dng 35Mb min ph. Vi gi cc hp l, cng ngh 3G s tr thnh kt ni khng th thiu ca a s ngi tiu dng v th trng ny s bng n nh ADSL nhng nm va qua. Hin nay 3G ang to ra sc hp dn ln i vi gii tr bng hng lot cc tin ch v dch v ni bt l s dng in thoi video, dch v Internet di ng, xem phim, nghe nhc theo yu cu... vi nhng ngi nng
ng. V trong tng lai chc chn s lng ngi s dng Internet ti Vit Nam s tip tc tng mnh, khi phn khc th trng, trong lnh vc kinh doanh cc sn phm

ng dng sng di ng s rt si ni. 2.2.4 Khch hng mc tiu ca cng ty Khch hng c nhn: L nhng ngi ch s hu cc loi phng tin c gi tr nh t, xe my hoc c s lng u xe t 1 n 5 xe t. Khch hng loi ny thng hay yu cu lp t nhng phn mn nh v, gim st, thit b chng trm v camera quan st. Khch hng l cc Doanh nghip: L nhng doanh nghip kinh doanh trong lnh
vc vn ti, cc cng ty c s lng xe c gii hot ng ln (trn 30 xe), cn thit

phi c mt h thng qun l chuyn nghip bng cc thit b, phn mm, gim bt gnh nng v nhn s v chi ph, cng knh v b my v theo quy nh ca nh nc. Theo hip hi vn ti t Vit Nam, th trn c nc c trn khong 400.000 phng tin c s dng trong ngnh vn ti, theo quy nh ca nh nc cc doanh nghip kinh doanh trong lnh vc vn ti hay phi lp t thit b hp en, gim st hnh trnh trn xe. Nh vy mi nm s c 10.000-15.000 phng tin thuc phm vi p dng quy nh ny. C th lit k s s ba khon ph m doanh nghip phi u t cho mt xe gm phn cng (hp en) vi gi 5,2-6 triu

SVTH: inh Tng Sn

Lp: 09HQT2

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GVHD: L nh Thi

ng/thit b, ph tr cho nh mng vin thng duy tr ng truyn Internet GPRS (General packet radio service) khong 30.000-50.000 ng/thng v ph lu tr hnh trnh (hosting) ca xe trong thi gian 1-3 thng, cn nu thi gian lu tr di hn na th phi 40-60 la M/nm. V vy cng ty nhn nh rng khch hng l nhng doanh nghip kinh doanh vn ti, trong th trng cung cp cc gii php cng ngh, thit b ng dng GPS c tim nng rt ln, v ngoi vic thu c ph dch v, nh cung ng cn thu c ph thu bao t khch hng cho vic lu tr d liu v bo tr h thng, trung bnh khong 1 triu ng mi xe. 2.2.5 i th cnh tranh Cng Ty TNHH TM IN T VINH HIN a ch: 12 Bu Ct 3, P.13, Q.Tn Bnh, Tp.H Ch Minh. in Thoi : (+84-8)-6296 3926 Email: v-ecom@hcm.fpt.com.vn Fax: (+84-8) - 38494 877 URL: www.vinhhien.net

Cng ty TNHH Thng Mi in T Vinh Hin (V-ECOM) c thnh lp vo u nm 2002 do S KH&T Tp.HCM cp php. S ng k kinh doanh: 4102008404, thuc loi hnh cng ty TNHH hot ng trong cc lnh vc Nghin cu - Sn xut Thit b in T - Vin Thng v Tin Hc chuyn nghip. Hin nay, Cng ty Vinh Hin cung cp thit b v gii php qun l t trc tuyn, qun l li xe an ton ti Vit nam. Vi kinh nghim trin khai h thng cho hn 200 cng ty vn ti vi hng nghn phng tin, cng ty Vinh Hin ang cnh tranh gay gt, l i th trc tip trong vic ginh th phn ti Thnh ph H Ch Minh. Mt s d n in hnh ca cng ty ny: 1. D n trin khai Thit b Hp en GBS XBX-M v H thng qun l i xe Marketing C.O.M cho cc nh thu ca UNILEVER Vit Nam (T nm 2006) 2. D n lp t Hp en GPS XBX-A cho i xe Cng ty Mai Linh Du Lch (Car rental) - T nm 2007. 3. D n lp t thit b Hp en GPS XBX-A cho i xe khch Cty Vn Ti tc hnh Mai Linh Express - T nm 2007 4. D n lp t thit b hp en qun l xe vn chuyn GAS - Cng ty GAS Thnh Ti - T nm 2007

SVTH: inh Tng Sn

Lp: 09HQT2

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GVHD: L nh Thi

5. D n lp t Hp en qun l xe Ti v Xe u ko - Cng ty NIPPON EXPRESS Nht Bn - T nm 2008 6. D n lp t Hp en cho i xe ch khch ng di - Cng ty CP Phng Trang - T nm 2008 7. D n lp t Hp en cho i xe Bc - Nam Cng ty SAGAWA Nht Bn 8. D n lp Hp en GPS v Thit b VChat - POS cho i xe vn ti nc gii khc Cng ty Tn Hip Pht.
Cng ty TNHH NG DNG BN VIT

160 Trn Bnh Trng, Phng 3, Qun 5, TP.H Ch Minh in thoi: (+84-8) 3924 6050 Fax: (+84-8) 3924 6150 Email: sales@vietmap.com.vn Cng ty Vietmap c thnh lp vo nm 2006 bi cc chuyn gia trong lnh vc
GIS (Geographic Information System - h thng thng tin a l) v cng ngh thng tin. Hin nay, VIETMAP c bit n nh mt t rong nhng cng ty hng u ca Vit

Nam v bn s, cung cp cc dch v v gii php ng dng GIS. Da trn sn phm ct li l bn s chi tit v c chnh xc cao ca 63 tnh thnh c cp nht lin tc mi 3 thng, VIETMAP cung cp nhiu sn phm v gii php khc nhau cho hai nhm i tng khch hng l ngi tiu dng v doanh nghip.
Cng ty C phn nh V Tin Phong (ITD nh V): Thuc Tng Cng

Ty Cng Ngh Tin Phong, thnh lp t 1994 - nh hng tr thnh nh cung cp dch v GPS - LBS u tin ti Vit Nam. Sn phm v dch v ca ITD nh V cung cp ch yu cho khch hng l doanh nghip trong v ngoi nc nh: Cng ty cung cp thit b GPS, Cng ty cung cp gii php GPS, cng ty bn s. 2.3 Khi qut chung v th trng cung cp cc sn phm, thit b ng dng sng GPS ti Vit Nam. 2.3.1 Cu th trng 2.3.1.1 Quy m nhu cu v thit b ng dng sng di ng Theo Hip hi Vn ti t Vit Nam, hin trn c nc c khong 400.000 phng tin c s dng trong ngnh vn ti, trong s ny s c hn 100.000 xe thuc din phi lp t hp en t u thng 7 va qua. Ngoi ra, hng nm cc doanh nghip li u t thm mt lng xe mi, trung bnh khong 10-15%. T ,
SVTH: inh Tng Sn Lp: 09HQT2

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GVHD: L nh Thi

c th tnh ra mi nm s c 10.000-15.000 phng tin ng k kinh doanh vn ti s phi lp t hp en. iu ny ang to nn c hch cho th trng dch v v thit b GPS. 2.3.1.2 Xu hng pht trin ca th trng nhng nm qua. Vic ng dng cng ngh GPS vo lnh vc giao thng ng b c nghin cu v trin khai th nghim ti Vit Nam gn 10 nm nay. Hin c nhiu doanh nghip vn ti hnh khch, hng ha ng dng cng ngh GPS vo cng tc qun l v iu hnh on xe. Tuy nhin, s doanh nghip s dng thit b ny vn cn khim tn so vi yu cu v tim nng. Thi gian ti y, khi quy nh bt buc lp thit b gim st trn 1 s loi xe kinh doanh vn ti c trin khai, th th trng GPS s si ng ln gp nhiu ln. 2.3.2 Cung th trng 2.3.2.1 Tng s nh cung cp Hin nay trn th trng c khong 20 nh cung cp dch v v thit b GPS cho cc loi phng tin vn ti, c th k n nhng ci tn nh Cng ty TNHH Pht trin Cng ngh in t Bnh Anh, Cng ty TNHH Thng mi in t Vinh Hin, Cng ty c phn Vcomsat, Cng ty c phn Pht trin Cng ngh Eposi, Cng ty TNHH Thng mi Dch v Vit Cathy, Cng ty Vin thng Viettel (Viettel Telecom), v mi y VinaPhone ca VNPT cng gia nhp th trng ny. 2.3.2.2 Ngun t nhp khu Cng vi cc nh sn xut trong nc, cn c nhiu sn phm, thit b GPS nhp khu t hng sn xut ln ca Trung Quc, i Loan, Hn Quc vi khi lng nhp ln ti hng chc ngn thit b mi thng v hu nh ch c mt tnh nng duy nht l nh v. ph hp vi quy chun Vit Nam, hu ht cc sn phm u cn c pht trin v hon thin thm. iu s khin khch hng ca c nhiu s la chn v chng loi, cht lng sn phm v cc ch bo hnh km theo. Sn phm c nhp khu v Vit Nam qua ng chnh ngch, c ha n chnh hng, thu nhp khu v phi c chng nhn hp chun. 2.3.2.3 Tc tng trng Theo d bo, th trng cc thit b ng dng cng ngh GPS s tng trng nhanh trong 4 nm ti, n nm 2012 doanh s bn thit b GPS s t 572 triu
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GVHD: L nh Thi

thit b, trong khi nm 2007 con s ny mi ch l 163,9 triu. Hin nay cng ngh nh v ton cu tr thnh mt ngnh cng nghip c doanh s hng chc t USD/nm. Cng theo d bo, n nm 2012, Ty u s l th trng ln nht v cc thit b di ng h tr GPS, vi doanh s bn hng ln ti 145,8 triu thit b. Kt qu l do s thc y mnh m t cc hng cung cp thit b cm tay, ch khng phi t cc dch v c nh v c cung cp. Ngoi ra, Bc M vn c nh gi l mt th trng ln, vi 113 triu n hng vo nm 2012. Sau n khu vc chu - Thi Bnh Dng vi 106 triu thit b GPS, trong Trung Qucv n ng u vi 100 triu thit b. Ti Vit Nam, theo nhiu chuyn gia, nm 2011 c coi l nm bng n nhu cu ng dng cng ngh GPS ti Vit Nam. Theo d bo ca cc doanh nghip, t l tng trng s t 60-70 % vo cui nm 2013. 2.4 Thc trng cng tc qun tr bn hng ti cng ty A.D.A 2.4.1 Cng tc t chc lc lng bn hng 2.4.1.1 Tuyn chn nhn vin Quy trnh tuyn dng ca cng ty A.D.A c thc hin theo cc bc: lp k hoch tuyn dng, xc nh phng php v cc ngun tuyn dng, xc nh thi gian v a im tuyn dng, tm kim ng vin, nh gi qu trnh tuyn dng, hng dn nhn vin mi ha nhp vi mi trng doanh nghip. Tuy nhin, khng phi mi trng hp u p dng mt quy trnh nh khun mu, cng c nhng trng hp c bit, hoc tuyn dng cho cc v tr khc nhau cng c cch tuyn dng
khc nhau. V vy, quy trnh tuyn dng nhn s sau y quy trnh cc bc tuyn dng ca Cng ty A.D.A.

STT Cc bc Ni dung Lp k hoch tuynXc nh: s lng nhn vin cn tuyn, cc v tr 1 dng cn tuyn v cc tiu chun t ra i vi ng vin Xc nh phng php Cng ty xc nh v tr no nn tuyn ngi 2 v cc ngun tuyn dng trong, v v tr no nn tuyn ngi ngoi. Cc hnh thc tuyn dng s c p dng l g?

SVTH: inh Tng Sn

Lp: 09HQT2

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GVHD: L nh Thi

Xc nh c nhng a im cung cp ngun lao ng thch hp (cc trng i hc, Cao ng, dy 3 Xc nh a im, thi ngh tm kim, la chn nhng ng vin ph gian tuyn dng hp vi yu cu cng vic ca cng ty). Ln c thi gian tuyn dng di hn, ngn hn, ph hp vi nhu cu. Dng nhiu hnh thc a dng thu ht cc ng 4 Tm kim, la chnvin, c bit l phi xy dng c hnh nh tt ng vin p, v ng vi thc t ca doanh nghip. T chc cc vng tuyn chn v cc bui gp g, phng vn ci m vi cc ng vin. Cng ty nh gi li qu trnh tuyn dng c g sai st khng v kt qu tuyn dng c p ng c 5 nh gi qu trnhnhu cu nhn s ca doanh nghip hay khng. Phi tuyn dng xem xt cc chi ph cho qu trnh tuyn dng, tiu chun, phng php v cc ngun tuyn dng...c hp l khng. gip nhn vin mi nhanh chng nm bt c 6 Hng dn nhn vincng vic, ha nhp vi mi trng ca cng ty, mi ha nhp cn p dng nhng chng trnh o to, hun luyn i vi nhn vin mi. i vi b phn bn hng ti cng ty A.D.A qua tm hiu, c th tp hp li nhng yu cu chung i vi nhn vin bn hng nh sau: Tui t 21 30 Bng cp: Trung cp, Cao ng, i hc. Ngoi hnh kh Tnh cch: Nhanh nhn, nhit tnh, giao tip tt. K nng: Hiu bit v cng ngh thng tin. 2.4.1.2 Tuyn chn v tp hun cho cc i l Quy trnh tuyn dng v np h s i l mi: Theo thng bo ni b s 05/05/2009-A.DA th k t ngy 24/8/2009 tr i b h s ng k lm i l s bao gm cc loi giy t nh sau:
SVTH: inh Tng Sn Lp: 09HQT2

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GVHD: L nh Thi

1. Phiu ng k lm i l - mu mi thng 01/09/2009. 2. Bn sao Giy m ti khon ngn hng. 3. Bn sao CMND. 4. Bn sao h khu hoc KT3. 5. S yu l lch. 6. Phiu nh gi ng vin. Bn cnh cn c cc loi giy t b sung nh sau: - Bn sao giy chng nhn m s thu - T khai ng k thu. - Bn sao vn bng tt nghip i hc/Cao ng trong lnh vc kinh t, ti chnh iu kin: Ti Cng ty A.D.A, quy trnh tuyn chn i l c thc hin nh sau: ng vin xin lm i l phi hi mt s iu kin c bn sau: - Tui i ca ng vin: t 22 cho n 50 tui. - Gii tnh: Nam hoc n u thch hp vi cng vic. - Trnh : Tt nghip i hc tr ln. i vi nhng ngi c kinh nghim lm vic t 3 nm tr ln th khng nht thit phi c bng i hc, m ch cn tt nghip ph thng trung hc. - ng vin phi c o c tt. Khi cn thit cng ty s kim tra qu trnh lm vic trc y ca ng vin. - Nhng ngi c kinh nghim v kinh doanh, bn hng, hoc c mi quan h x hi rng ri s c u tin
Cc bc tuyn chn i l:

u tin, cc ng vin phi qua hai vng phng vn s b. Trng phng kinh doanh v sau l nhn vin ca b phn pht trin kinh doanh s ln lt phng vn xc nh xem ng vin c thc s ph hp vi cng vic i l hay khng. Nu t yu cu hai vng ny, ng vin s c mi d hi tho Khm Ph Cng Ngh GPS. Cuc hi tho ny nhm cung cp thm thng tin chi tit cho ng vin: - Lch s hnh thnh v pht trin trong ca cng ty A.D.A, mng li hot ng ca cng ty ti Vit Nam. - Tm hiu v thit b v cc ng dng sng di ng, sng GPS. - Xu hng pht trin ca th trng trong nhng nm qua ti Vit Nam.
SVTH: inh Tng Sn Lp: 09HQT2

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GVHD: L nh Thi

- Mt s thng tin v sn phm, cng vic i l bn hng cng vi cc quyn li v tinh thn v vt cht. Sau hi tho, ng vin c dnh thi gian khong mt tun cn nhc, suy ngh v quyt nh lm vic vi A.D.A. Nu ng , ng vin s c mi phng vn thm mt ln na ti cng ty khng nh s quyt tm ca mnh. Tip , ng vin phi qua mt k kim tra, gi l Kim tra tuyn chn i l. Ni dung ca bi kim tra xoay quanh mt s kin thc rt c bn m ng vin tip thu c khi tham d hi tho. Nu kt qu kim tra t yu cu, ng vin s nhn c th chc mng ca ban Gim c, ng thi ng vin cng c thng bo thi gian v a im d hun luyn ca Cng ty. i l s k hp ng i l tp s vi thi hn 3 thng sau khi d kho hun luyn ny. Ht thi gian tp s, nu t c nhng kt qu ph hp vi yu cu ca Cng ty (v ch tiu kinh doanh, v tham gia hun luyn thng xuyn, v chp hnh quy nh o c ngh nghip), ngi i l s k hp ng i l chuyn nghip. 2.4.1.3 Tng s nh phn ph v i l Ti th trng trong nc, mng li phn phi khng ngng m rng sau 8 nm thnh lp, tnh n u nm 2011, cng ty c 3 chi nhnh t ti min Bc, Trung, Nam, t 3 chi nhnh ny cng ty pht trin c khong 58 i l phn phi v 100 im bn hng v cc ca hng bn sn phm ca cng ty,, tp trung ch yu 3 thnh ph ln, vi khu vc Tp H ch Minh 36 i l, H Ni 14 i l, cn li l khu vc Nng v Cn Th. Cng ty tip tc tm kim, k hp ng m i l phn phi ti cc tnh khu vc min ng, khu vc ng bng sng Cu Long, nhm tin ti vic xy dng mc tiu a sn phm ca cng ty n hu ht cc tnh thnh trong c nc. D kin trong nm nay thnh lp chi nhnh Cn Th, pht trin thm 20 i l phn phi, chu trch nhim a sn phm mang thng hiu ca cng ty A.D.A cho bn khp khu vc ny, t lm c s m thm cc i l ti cc tnh Vnh Long, Tin Giang, C MauVi i ng bn hng nhiu kinh nghim, nhit huyt, nm r c im ca tng sn phm c ta i khp cc min h tr cho cc nh phn phi phc v tt hn cc ca hng bn l v ngi tiu dng, nhm xy dng A.D.A thnh cng ty cung cp cc gii php phn mm nh v
SVTH: inh Tng Sn Lp: 09HQT2

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GVHD: L nh Thi

hng u, v cht lng ca cc thit b ng dng trong lnh vc giao thng vn til s mt ti Vit Nam. Ngoi ra, i ng bn hng cn kim nhim phc v v h tr cc hot ng phn phi ng thi pht trin mi quan h vi cc nh phn phi v ca hng bn l mi. Ti cc chi nhnh ny, thng t chc cc hot ng qung b tip th vi cc nh phn phi a phng nhm qung b v xy dng thng hiu trn khp nc. 2.4.2 Thit lp v pht trin k hoch bn hng 2.4.2.1 Xc lp mc tiu ca i ng bn hng Tm kim khch hng mi, m rng hot ng kinh doanh, tng trng v li nhun l mc tiu ln nht ca cng ty, nhn thy hot ng marketing l rt cn thit trong giai on tng trng hin nay. V vy, t mt vi nhn vin chuyn ph trch mng in n, qung co, pancng ty thnh lp hn mt b phn Marketing chuyn bit, tch ring khi b phn kinh doanh, chu trch nhim v cc chng trnh h tr bn hng, nh v sn phm, nh v thng hiu, c th qua cc bc: Tm th trng, phn loi v xc nh th trng mc tiu. X l thng tin. Xc nh nhng bin i ca quy lut cung cu. Xc nh gi c ca cng ty. Thu nhp thng tin phn hi. X l kp thi thng tin. iu chnh chnh sch gi c, sn phm thch hp, tng kh nng thu ht v cnh tranh trn th trng. 2.4.2.2 Lp k hoch bn hng Vic lp k hoch kinh doanh, bn hng cng ty A.D.A c Ban Gim c cng cc cp qun tr tho lun, cng quyt nh ra cc mc tiu kinh doanh cho cc chi nhnh, cc ch tiu doanh s c th cho mi nhn vin. Khi mt k hoch hoc mt chng trnh bn hng c thng qua, th n c hiu l mt t hp gm cc mc tiu v nhim v, chnh sch, th tc, quy tc, cc bc tin hnh, cc ngun lc cn s dng thc hin ln hay mt mc ch nht nh no , trong qu trnh kinh doanh ca doanh nghip. C c mt chng trnh gm cc bc, cc yu t tr gip l rt cn thit m bo cho cc nh qun tr v nhn
SVTH: inh Tng Sn Lp: 09HQT2

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GVHD: L nh Thi

vin bn hng bit c lm g trc, phi lm g sau, c c con ng ngn ti c mc tiu ca mnh. Vic lp k hoch bn hng ti cng ty A.D.A phn ln do phng kinh doanh xut. Vi mi mc tiu cn t c trong mt thi gian no cc cp qun tr s li hp li tho lun, t c quyt nh chnh xc m bo hon thnh tt mc tiu . Nh vy c th thy vic lp k hoch kinh doanh ca cng ty ht sc n gin mang nhiu yu t cm tnh, khi ch xem xt da trn nhng s liu bn hng ca cc thng, qu trc . Bi v thc t cn nhiu yu t cn c xem xt khi lp k hoch kinh doanh. Mt k hoch tt phi c xut pht t vic phn tch chui hot ng sn xut kinh doanh, xut pht t th trng, ngi tiu dng n knh phn phi, cng ty, i th cnh tranh cho ti hot ng sn xut ngun cung ng. Nh cn c vo cc n hng ca khch hng, s liu ng k tiu th cc khu vc v nng lc cc nh phn phi, i din thng mi, nhn vin kinh doanh, tng s hng tn khongoi ra cn phi hp cht ch vi b phn nhp khu, c phng n nhp hng, d tnh trc s lng cn nhp, khng b thiu hng, m bo thc hin ng k hoch. T kt qu cc phn tch ny, nh qun l tng hp v c rt ra nhng im mu cht quyt nh im mnh, im yu, cc c hi v e da i vi cng ty (SWOT). Tm li, cng ty vn cha thc c tm quan trng ca vic xy dng cho mnh mt k hoch kinh doanh bi bn. Do qui m nh, mi hot ng dng nh u nm trong s kim sot ca ch doanh nghip hay nh qun l. Duy tr cch lm vic theo cch gii quyt s kin v s n gn kt gia cc thnh vin trong nhm nh trong gia nh. Theo thi gian, tnh hnh dn thay i, thm ch trong mt s doanh nghip tnh hnh thay i mt cch nhanh chng. Quy m hot ng kinh doanh ca cng ty phnh ra cng s pht trin nng ca x hi. Cnh tranh ngy cng tr nn gay gt trn th trng hng ho dch v. Pht trin l tn hiu tt song cng y cng ty vo tnh th mt cn bng. Nh qun tr d mt dn s kim sot vi tnh hnh. N lc c nhn khng b p s thiu ht to ra do p lc cng vic, khng c kh nng gn kt c mt tng th theo nh hng xuyn sut ton cng ty. Thc t ny, y cc cp qun tr n vi thc t buc phi bit dng li, thit lp mt k hoch di hi hn, v phi m bo l k hoch c thi gian

SVTH: inh Tng Sn

Lp: 09HQT2

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GVHD: L nh Thi

cn thit hoch nh cho nhng ng i nc bc ca mnh mt cch khn ngoan hn. Vic lp k hoch kinh doanh trn thc t l mt cng c khng th thiu ca nh qun l v ging nh mi cng c khc n i hi nh qun l phi c k nng s dng mt cch chuyn nghip. Khng t nh qun l s dng khng thnh tho cng c ny. H than phin k hoch ch l th v trn giy t. K hoch l th khng bao gi thc hin c. T hn, nhn vin chng bao gi thc hin, thm ch khng bit nhng th trong k hoch h ra. Li ln nht m cc nh qun l ny mc phi l h khng tr li c hai cu hi ln nht ca mt k hoch kinh doanh, cu hi v mt cng vic v cu hi v mt con ngi. Thit ngh, cng ty cn xy dng mt quy trnh lp k hoch c th vi nhng mc thi gian chi tit ca tng giai on khi ln k hoch, cc mc tiu trong nhng giai on c th phi m bo cc tiu ch c bn nh: C th, o lng c, tham vng, c th t c, tng thch v thi hn hon thnh (SMART). 2.4.2.3 Chnh sch sn phm Cng ty xy dng cho mnh mt chnh sch sn phm bng cch: Cng ty thnh lp mt phng mu k thut, m nhn thit k th cc sn phm, phn mm ng dng m cng ty nghin cu. Ci tin v test cc sn phm m cng ty nhp khu v. Ch trng tm hiu cc khu trong hot ng bn hng, gim thiu cc khu khng cn thit, hng ti gim gi thnh sn phm, gim ti a chi ph trong lu thng. a dng ha sn phm v chng loi nhm phc v mi nhu cu ca khch hng. a dng ha sn phm cho ph hp vi th hiu tng vng, tng a phng trn th trng. Bng nhiu cch, gi bn sn phm ngy cng gim, tng kh nng cnh tranh, chim lnh th phn, y l mc tiu c bn trong qu trnh tiu th. C th thy chnh sch sn phm ca cng ty kh tt. Va ch ng sn xut cng nh c chin lc ko di giai on tng trng ca sn phm hin hu, nh v hnh nh cng ty trong lng khch hng. Xc nh c v th ca mnh l mt cng ty tin phong kinh doanh cc sn phm mang tnh t ph v cng ngh, gii php ng dng sng di ng. Cng ty cng nhn thc r c rng, vng i sn phm i qua giai on tng trng nhanh chng, chn mui v s suy tn, cng ty gn nh s khng th tng doanh thu nu khng thng xuyn tung ra cc sn phm
SVTH: inh Tng Sn Lp: 09HQT2

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GVHD: L nh Thi

mi. V th, cng ty thnh lp mt b phn chuyn nghin cu tin ti t sn xut cc thit b, hay nhng linh kin nh, gim bt ph thuc vo nhp khu. Vic nh k tung ra sn phm mi s tng doanh thu, b li cho s suy tn ca cc sn phm c hn. Khng ai c th ph nhn tm quan trng ca vic pht trin sn phm mi. Nhp thay i v tin b cng ngh khin cc cng ty buc phi pht trin cc gii php mi v hiu qu hn gii quyt cc vn ca khch hng. Nu khng, cc i th cnh tranh s d dng tn cng v ginh ly th trng. Tuy nhin, vic pht trin v tung sn phm mi ra th trng vn v cng tn km v khng phi sn phm no cng c kh nng ng vng c. Trong khi , cc sn phm hin hu tm c ch ng nht nh ca mnh trn th trng, v chi ph ban u cng ty b ra a nhng sn phm ny n vi th trng gi ch cn l qu kh v c b p bng li nhun thu li t . V
vy, cng ty cng lin tc ci thin cc sn phm c nh hnh, nh v mu m,

thm nhiu tnh nng, hoc kt hp cc chin dch xc tin bn hng. Tng hp li, vic pht trin sn phm mi y ri ro v tn km nhng l iu cn thit b p tn tht doanh thu t cc sn phm hin hu trong sut giai on suy tn ca mt vng i sn phm. Cc cng ty cng c th tr hon nhng tn tht ny bng cch lin tc ci thin sn phm h ang cung cp cho khch hng. 2.4.2.4 Tip cn khch hng Cng ty cho hng qua 3 knh: Gi in thoi trc tip qua danh sch khch hng m phng Marketing sng lc v thu nhp c. Gi e-mail cho khch hng t nhng a ch m cng ty c c trn website ca cng ty. Gi brochure cho khch hng t nhng hi tr, bui trng by bn hng, v ti trc tip cho hng ti cc doanh nghip. Trong 3 phng php trn th gi in thoi trc tip cho khch hng thng em li hiu qu cao hn.. 2.4.2.5 Gp g khch hng v k kt hp ng. Khch hng ca cng ty c chia lm 2 dng chnh:

SVTH: inh Tng Sn

Lp: 09HQT2

Lun vn tt nghip

trang 41

GVHD: L nh Thi

Khch hng d n: L nhng doanh nghip c kinh doanh vn ti, cc cng ty c s lng xe c gii hot ng ln (trn 30 xe), cn thit phi c mt h thng qun l chuyn nghip bng cc thit b, phn mm, gim bt gnh nng v nhn s v chi ph, cng knh v b my. Khch hng c nhn: Khch hng l nhng ngi ch, c s lng u xe t 1 n 5 xe t. Khch hng loi ny thng hay yu cu lp t nhng phn mn nh v, gim st, thit b chng trm v camera quan st. Khi tip xc vi khch hng: Nhn vin s gii thiu cc tnh nng, cch s dng cc thit b v demo chng trnh th cho khch hng. i vi khch hng d n, hp ng lp t thng rt ln (nu lp thit b nh v GPS cho khch hng d n, thng l trn 30 xe), mc yu cu v cht lng v cc tin ch, gii php phn mm cao hn, v thi gian demo cng lu hn (t nht l mt tun). Khi khch hng ng v chp nhn sn phm, cng ty tin hnh k kt hp ng. C th tm tt quy trnh khi k kt mt hp ng nh sau: Tip nhn yu cu, n t hng ca khch hng. Lin lc vi khch hng nm r nhu cu, gii p thc mc, t vn gii thiu cng ngh v sn phm vi khch hng. Nu bc 2 c kt qu th chuyn sang bc 3, nu khng th a thng tin khch hng vo danh sch khch hng quan tm. Gi bo gi khi qut cho khch hng. Bo gi gm 3 phn: Ch ph kho st thit k. Chi ph thit b. Chi ph lp t. Lm vic c th vi khch hng trn c s bo gi khi ton. Lm r v gii php. Gii thch v thit b dng trong khi ton. Thay i nhng mc m khch hng yu cu cho ph hp vi tng ca khch hng v ngn sch ca khch hng. Nu khch hng chp nhn theo bng bo gi th chuyn sang bc 5. K kt.

SVTH: inh Tng Sn

Lp: 09HQT2

Lun vn tt nghip

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GVHD: L nh Thi

Son tho hp ng theo mu chun ca cng ty A.D.A hoc c th theo mu ca khch hng nu c. Phng thc thanh ton : Tin mt, sc, hoc chuyn khon. Ln 1: Khch hng t trc 30 % gi tr hp ng ngay sau khi k hp ng. Ln 2: Khch hng thanh ton 50 % gi tr hp ng khi A.D.A bn giao thit b, c bin bn bn giao. Ln 3: Khch hng thanh ton nt 20% gi tr hp ng cn li khi thanh l hp ng. Trong trng hp thanh l hp ng ngay sau khi bn giao thit b th khch hng thanh ton 70 % gi tr hp ng trong ln 2. Thc hin hp ng: Kho st o t cc thng s ti cng trnh. (Trong vng 1/2 ngy). Tin hnh lp t cc h thng ph tr theo thit k nh (dy dn nu c, cc ph kin ca thit b chnh vvv..) (1 ngy ty theo cng trnh). Lp t thit b bn giao h thng a vo s dng. Thanh l hp ng. 2.4.2.6 Chnh sch sau bn hng Dch v hu mi l cc hot ng sau bn hng x l cc vn pht sinh lin quan n sn phm, qua m bo s hi lng ca khch hng trong vic tiu dng sn phm. Cc dch v hu mi ca cng ty tp trung mt s im sau y bao gm hng dn s dng, lp t, kim tra min ph, bo hnh, bo dng, duy tu v sa cha sn phm trong cc trng hp trc trc, hng hc, nhn li hng ha khi khch hng cho rng sn phm c li k thut. Sau y l mt s iu mc trong chnh sch hu mi ca cng ty A.D.A thng c khch hng quan tm nht. 1. BO HNH A. Qui nh v bo hnh: - Sn phm c bo hnh min ph nu sn phm cn thi hn bo hnh c tnh k t ngy giao hng, sn phm c bo hnh trong thi hn bo hnh ghi trn s bo hnh, tem bo hnh v theo quy nh ca tng hng sn xut tt c cc s c v mt k thut.

SVTH: inh Tng Sn

Lp: 09HQT2

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trang 43

GVHD: L nh Thi

- C phiu bo hnh v tem bo hnh ca cng ty hoc nh phn phi, hng trn sn phm. Trng hp sn phm khng c Serial ghi trn phiu bo hnh th phi c tem bo hnh ca A.D.A (k c tem bo hnh gc). B. Nhng trng hp khng c bo hnh: - Sn phm ht thi hn bo hnh hoc mt Phiu bo hnh. - S m vch, s Serial trn sn phm khng xc nh c hoc sai so vi Phiu bo hnh. - T tho d, sa cha bi cc c nhn hoc k thut vin khng phi l nhn vin cng ty A.D.A. - Sn phm b chy n hay hng hc do tc ng c hc, bin dng, ri, v, va p, b xc, b hng do m t, hoen r, chy nc, ng vt xm nhp vo, thin tai, ho hon, s dng sai in p quy nh. - Phiu bo hnh, tem bo hnh b rch, khng cn tem bo hnh, tem bo hnh dn , hoc tem bo hnh b sa i (k c tem bo hnh gc). 2. A IM BO HNH V BO TR: Trong trng hp h thng gp cc vn nh, c th khc phc qua in thoi, cc k thut vin ca cng ty A.D.A s hng dn khch hng qua in thoi khch phc s c. Trng hp h thng gp cc vn khng th khc phc qua in thoi cc k thut vin ca cng ty s n tn ni x l cho khch hng. 3. NHNG CHNH SCH CAM KT BO HNH, BO TR, I HNG. A. i sn phm: i vi cc thit b: bn ra trong vng 01 tun, nu b li k thut do sn phm (khng th khc phc c ngay, c xc nhn ca k thut) th s c i sn phm mi cng loi theo iu kin i di. iu kin i: + Khng vi phm cc iu kin bo hnh hay li hnh thc nh try, xc, mp mo, vng, m ch, nt, v, vit ch khng ty c... + y bao b, hp xp, Catalogue, linh ph kin, tng phm km theo (nu c), chng t, ha n mua hng, phiu bo hnh.... + Trng hp khng cc iu kin trn th quyn quyt nh i hng thuc v cng ty A.D.A
SVTH: inh Tng Sn Lp: 09HQT2

Lun vn tt nghip

trang 44

GVHD: L nh Thi

- Sau thi gian trn hoc nhng trng hp khng iu kin i hng th tt c cc sn phm thit b s c bo hnh theo nhng quy nh, chnh sch chung ca cc cng ty, nh phn phi. Trng hp l do no m tr hng lu th cng ty A.D.A c trch nhim cp nht thng tin, tnh trng, thc gic, m phn v c th xut mn hng cho khch (nu c sn hng cho mn). B. Cc lu i vi cc cam kt: - Tt c cc cam kt ch p dng i vi cc thit b iu kin bo hnh. - Cc sn phm sau khi tr bo hnh c th c tr sang mt sn phm cng loi tng ng hoc mi hn ch khng phi chnh xc ci ban u khch hng gi. - i vi nhng sn phm ca Qu khch khng thuc din i mi 100% th tr hng bo hnh c th l mi 100% c th khng nhng tt c u trng thi hot ng tt. - Trng hp sn phm hng ca Qu khch khng th sa cha c m khng cn trn th trng th chng ti s i cho Qu khch sn phm khc hon ton tng ng vi sn phm c nhng tnh trng hot ng tt. Trng hp Qu khch cha ng vi sn phm thay th tng ng th chng ti s nhp li theo gi quy nh ca cng ty hoc tha thun ca c hai bn hoc theo gi th trng ca thit b tng ng. i vi cc sn phm b li (phn cng, li h thng, thit b khng tng tc) cng ty c hn mt s quy trnh ghi r tng bc x l nh sau:

SVTH: inh Tng Sn

Lp: 09HQT2

Lun vn tt nghip

trang 45

GVHD: L nh Thi

S 2.2: Quy trnh x l hng li, tr li hng

Ngun: Phng kinh doanh Trch nhim

S tin trnh Tip nhn sn phm loi b v Xc minh l do hng loi Thng bo nh cung cp Thng bo khch hng v sn phm Phn loi, sa, i, b Nhp li hng Kim tra, test sn phm Thng bo Tr li/x l i Lu h s

Phng KD Phng KD Kho Phng KD Kho Phng KD Kho Phng KD Kho Cc B.Phn lin quan

X l hng b li, tr v B phn: Phng kinh doanh Phng qun l cht lng

M t s : 1. Tip nhn sn phm b li v tr v ca khch hng - Phng kinh doanh chu trch nhim nhn v tr li mi khiu ni lin quan n cht lng hng ha. Hng tr v t khch hng. - Phng kinh doanh phi hp nhn vin t kho chu trch nhim kim nhn hng v phn loi hng khi nhn hng, phn loi ngay sn phm, thit b hng do khch hng, pha cng ty (vn chuyn, lp t) hoc v, nt v gii quyt cc vn lin quan n s lng. - Khi sng lc hng, phi tch ring cc sn phm loi b theo chi tit: tn hng, tnh cht bo qun, ni sn xut, l sn xut, hn dng, s ha n, chng t mua hng, ngy thng mua, s lng mua v s lng tn, l do hng. - Mi sn phm b li v hng tr v phi c ghi S theo di hng li v hng tr v v lu h s.
SVTH: inh Tng Sn Lp: 09HQT2

Lun vn tt nghip

trang 46

GVHD: L nh Thi

2. Xc minh l do hng hng hng tr li, xc minh ngun gc - Phng kinh doanh, t kho cn c vo th kho, biu hng v phiu bo l xc minh ngun gc s hng b hng v b tr li, nu hng tr li c cp pht thng t phng kinh doanh cho khch hng th phng kinh doanh trc tip xc minh. - C ngi i xc minh tnh trng hng ha, kim tra li mu lu, hng trong kho, lp bin bn xc minh. 3. X l thng tin, thng bo cho nh cung cp - Trng hp hng tr v ca khch hng khng ng theo quy nh hng c tr li ca cng ty, phng kinh doanh gii thch bng vn bn khch hng chp nhn s dng sn phm, trng hp khch hng vn mun tr li, phng kinh doanh bo li Ban Gim c xin kin ch o gii quyt tip. - Trng hp hng tr li ng: Phng kinh doanh quyt nh hoc xin kin Gim c cho thu hi sn phm, tip nhn hng tr v v lm th tc b hng hoc thanh ton hon tr. - Lp bin bn hng hng v gi thng bo ti nh sn xut 4. Lnh thu hi, i, b hng ha. - Phng kinh doanh ghi r v k xc nhn ng nhp li hng/i hng/cp b v cng vn bin bn nhn hng tr li ca khch hng. 5. Tip nhn hng tr v/i/b hng - Tt c hng ha do khch hng tr li c tip nhn vo kho lu tr hng tr v ch x l. Hng c bo qun ti kho ny ch b phn nghin cu v pht trin tin hnh test sn phm, ghi kt qu trnh kin gim c. - Hng ha ch c tip nhn khi c lnh ca phng kinh doanh hoc Gim c. - Hng thuc s qun l, theo di ca th kho no c giao li cho th kho theo di tip. - Khi tip nhn hng tr v th kho tin hnh i chiu cc tiu chun k thut, cht lng ca sn phm . - T kho bo s lng tip nhn thc t phng kinh doanh lm th tc i/b hng hoc lm phiu nhp li. 6. Lu tr

SVTH: inh Tng Sn

Lp: 09HQT2

Lun vn tt nghip

trang 47

GVHD: L nh Thi

Ton b hng hng, hng tr v c lu kho ch x l. Cn c tnh hnh thc t tin hnh kim tra cm quan hoc phn tch, nh gi cht lng theo quy trnh kim tra cht lng. - Trng hp hng ha t cc yu cu v tiu chun cht lng bo BG xin cho c nhp li kho. - Trng hp hng khng t cht lng: Phng KD bo nh sn xut hoc nh cung cp nu hng vn cn thi gian khiu ni, hn dng. - Tm nguyn nhn c bin php phng nga, khc phc. - Lm th tc tr li nh cung cp, nh sn xut hoc x l hy theo ng quy nh. Qua chnh sch hu mi v Bo Hnh, i, tr li hng, c th thy rng cc iu khon a ra rt cht ch, to nhng iu kin thun li nht cho khch hng, cng nh trnh khi nhng khiu ni khng ng c xy ra i vi cng ty. V tn ti, pht trin, cng ty A.D.A lun c nhng n lc ci tin cht lng sn phm v nng cao cht lng dch v, iu th hin thi tn trng khch hng, tinh thn cu th ca mnh to dng lng tin, bo m mang li mi quan h i tc lu di i vi khch hng v cng ty. 2.4.3 Mng li phn phi bn hng ca cng ty A.D.A Knh trc tip: S 2.3: Knh phn phi trc tip
Nh sn xut nc ngoi
Bn hng trc tip tp trung chi tr hoa hng cho nhng ai thc s a sn phm n tay khch hng

Cng ty A.D.A

Ngi tiu dng cui cng

Ngun: Phng kinh doanh

nhp khu cc sn phm, thit b nh v GPS, camera, USB, GSM Modem, cng ty A.D.A s dng cch thc duy nht, l lin h trc tip vi cc hng sn xut nc ngoi m khng thng qua h thng trung gian, hnh thc nhp khu trc tip ny, cng ty sau khi nhp khu sn phm v, s tip tc chuyn
SVTH: inh Tng Sn Lp: 09HQT2

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GVHD: L nh Thi

cho khch hng, c th n trc tip n tay ngi tiu dng thng qua lc lng bn hng ca chnh cng ty. Bn hng trc tip l bn sn phm trc tip cho ngi tiu dng v khng c im bn l c nh. Theo nh knh phn phi trc ny, cc sn phm c cng ty A.D.A nhp khu cng nh t php trin, c bn thnng ti tay khch hng qua mt gian hng nh nm ngay pha ngoi cng ty cng nh tt c cc chi nhnh. Cng ty bn trc tip cho cc khch hng l c nhn khi h c iu kin ti tn ni tm hiu cng nh c chnh trng phng kinh doanh t vn v cc sn phm, dch v. Ngoi ra cng ty cn thc hin cc hot ng bn hng trc tip thng qua cc chng trnh nh tham gia hi ch, trin lm thng mi, mc ch ch yu ca chng trnh l nhm qung b sn phm v nh v thng hiu ca cng ty. Vi cc hnh thc ny c th to nn mt mi quan h thn thit, ng tin cy hn i vi khch hng, v gip cho cng ty c th nm bt c nhu cu ca khch hng mt cch nhanh nht. Hn th na, cng ty tip nhn trc tip kin khch hng nn vic iu chnh k hoch kinh doanh v sn xut s kp thi hn, cc d bo th trng c chnh xc ln hn, ng thi cng c nhiu c hi tm cc hng mi. Ngc li, khch hng cng cm thy yn tm v c mua tn gc, khng qua trung gian, vic ku ca phn nn hoc xin t vn cng c tr li trc tip, tin cy cao hn, c hi hiu bit thm v hot ng kinh doanh ca cng ty, cui cng l hng s chm sc vi cc dch v tt nht. Tuy nhin, hnh phn phi trc tip ch thun li khi khch hng gn cng ty, hoc c mi quan h quen bit trc , nn hin cng ty ch p dng hnh thc ny bng cc ca hng gii thiu, trng by v bn sn phm ti cng ty. Thm vo , chi ph duy tr i lp t, bn hng, t vn, gii quyt (ni chung l nhn s) ln, t dn n cc chi ph hot ng, qun l cng ln, v t chu ri ro c th xy ra. Bn thn ngi vit ngh rng, hin nhin i vi cc cng ty mi thnh lp th thng phn phi hng trc tip khng qua nhiu trung gian gim chi ph v gi thnh, cng nh ly cng lm li. Nhng thc t, cng ty cng tri qua mt thi gian hot ng, to c ch ng nht nh trn th trng, Vic tp trung pht trin m rng knh phn phi gin tip cng l iu hp l, bi l, tng khu ca qu trnh nghin cu, sn xut v lu thng c chuyn mn ha, to iu kin cng ty c th t pht trin, t sn xut, gim bt ph thuc vo nhp khu, m
SVTH: inh Tng Sn Lp: 09HQT2

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trang 49

GVHD: L nh Thi

rng th trng, s dng c hiu qu c s vt cht v tin vn. Trong knh ny, s xut hin nhiu khu mi gii trung gian, h l ngi nm bt r quy lut cung cu v loi sn phm, trong trng hp cng ty thiu cc knh thng tin th trng hoc kh khn v tip cn, hn ch bt ri ro v phia mnh. Knh ny tuy thi gian lu chuyn v chi ph lu thng ln hn cc knh trc tip nhng thch hp vi iu kin hin nay khi cng ty mong mun hp tc mua bn vi nhiu doanh nghip. V vy hng ha lu thng qua knh ny s chim t trng u th trong ton b khi lng hng ha lu chuyn ca cng ty. Knh gin tip S 2.4: Knh phn phi gin tip.
Chi nhnh H Ni Tng i l 1
i l (tnh)

i l (tnh)

Nh sn xut nc ngoi

Cng ty A.D.A

Chi nhnh Nng

Tng i l 2

.. .

Chi nhnh H Chi Minh

Ngun: Phng Kinh Doanh

Tng i l 3

Vn nhp khu trc tip hng ha t cc hng sn xut nc ngoi, nhng khi thc hin phn phi sn phm n tay ngi tiu dng, cng ty li s dng knh phn phi gin tip. Trong knh phn phi ny, cng ty A.D.A xy dng mi vng min trn c nc mt chi nhnh iu phi, h tr hot ng phn phi sn phm cho cc tng i l. Chi nhnh min nam t ti Thnh ph H Ch Minh, ti min trung l Nng v min bc t ti H Ni. Mi chi nhnh ny c trch nhim
t chc mng li phn phi sn phm, nhm tip tc a hng i cc khu vc ln cn, h tr bn hng, hun luyn v nghip v lp t thit b cho cc nhn ca mi tng i l phn phi, h ch yu l cc cng ty, cc ca hng c quy m va, a phn l thc hin cc hot ng bn l. Bn cnh hnh thc phn phi thng qua cc i l trung gian

phn phi, cng ty cn a sn phm ca mnh n khch hng thng qua cc d n nh cung cp thit b tin hc cho c quan, t chc gio dc c im chnh ca
SVTH: inh Tng Sn Lp: 09HQT2

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GVHD: L nh Thi

cc d n ny l i hi ngun lc ln, v mt nhn s v trang thit b, thi gian lp t ko di. nng cao hiu qu ca h thng knh phn phi trong thi gian ti vi mc ch m rng th trng vo khu vc min Trung, min Ty v thm nhp su hn vo th trng min Bc th cng ty cn phi t chc li h thng knh phn phi cho ph hp hn. Hin nay 80% sn phm ca cng ty c bn ra khu vc min Nam, nh vy cng ty gn nh chim lnh c th trng ny, tuy nhin th trng tim nng khu vc ln cn (Ty Ninh, Bnh Dng, Nh B..) vn cha khai thc ht. Trong khi s lng i l Tp H Ch Minh qu ng, iu ny gy tn km ch ph ng thi lm cho vic qun l cng khng hiu qu. Vi mt s i l qu nhiu s c s cnh tranh gia cc i l, s chnh lch gia cc ca hng dn n cc li nhun gim cc i l, s lng sn phm gim gy thit hi c uy tn v li nhun ca cng ty. V vy A.D.A nn sp xp v loi b nhng i l c sn lng tiu th chm v xc nh v tr t cc i l sao cho ph hp cc thnh vin trong knh c khu vc th trng ln hot ng. Vi chin lc bao ph th trng, cng ty chim c th phn khng nh trong lnh vc cung cp gii php phn mn ng dng sng GPS, tuy nhin cng ty ADA mi ch thit lp c mng li phn phi cc khu vc thnh ph, th x. Cn c mt th trng vng ven cc thnh ph ln. cc thnh ph nh trc thuc tnh th doanh nghip vn cha p ng c. V vy doanh nghip cn nhanh chng thit lp mng li th trng ny, th trng H Ni, do vn ha, tnh cch c trng ca vng min, nn sn phm cng i hi cht lng cao, i km vi dch v hon ho. y cng l c s cng ty c cch thc phn phi hng n cc i l sao cho ph hp, trong thi gian ti cng ty cn tip tc nghin cu, tm hiu nhu cu cn thit lp h thng knh phn phi vi mt s i l ph hp m bo tha mn nhu cu v bao ph ton b th trng. chim lnh th phn ni a, cng ty cn ch trng xm nhp vo th trng min Ty, nht l th trng khu vc thnh ph Cn Th cc tnh ng bng sng Ca Long. Theo nhn nh ca ban lnh o th khu vc min Ty l th trng rng ln, mc tiu th cao, nhng s lng i l y cn t. Do cng tc tm hiu th trng cha c tin hnh, cha c h thng nn nhng thng tin v
SVTH: inh Tng Sn Lp: 09HQT2

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GVHD: L nh Thi

khch hng, i th cnh tranh, mi trng kinh doanh cha st thc. l nguyn nhn m cc ca hng, i l y hot ng cha c hiu qu, doanh s bn hng cn thp. V vy, cng ty cn tng thm nhiu i l th trng ny. Thng qua 2 s v knh phn phi cc mt hng nhp khu v cc phn mn
ng dng ca cng ty A.D.A, ta thy knh phn phi m cng ty t chc, xy dng kh a dng, nhng ch tp trung cc thnh ph ln, nh H Ni, Nng, Tp H Ch Minh. Thng qua cc knh ny, sn p hm ca cng ty c a tip n cc tnh thnh ln

cn. Tuy nhin, h thng knh phn phi ca cng ty cn kh nhiu vng mc nh i
vi tng vng c th, khi sn phm n tay ngi tiu dng cc a phng nh

phi i qua kh nhiu trung gian, nn y gi thnh tng ln kh cao. Mt im yu na l ch, khi phn phi qua mt cp trung gian, chc chn li nhun ca cng ty s b gim, cng ty khng th chc chn rng, hng ha ca mnh khi n tay khch hng c m bo v cht lng, gi c v cc dch v h tr. Cc ca hng, kinh doanh nhiu sn phm ca nhiu cng ty khc, nh vy th c chc chn h s u tin cho vic bn sn phm ca cng ty mnh hay khng? Phn phi sn phm l hot ng khng ch nh ra c phng hng, mc tiu v tin cho lu thng m cn bao gm c ni dung thay i khng gian, mt hng, s lng hng ha v h thng cc bin php, th thut nhm a hng n ngi tiu dng cui cng. i vi hot ng kinh doanh thit b GPS, modem, USB 3Gth chnh sch phn phi, mng li phn phi c vai tr v cng quan trng. Mt chnh sch phn phi hp l s gip cho qu trnh kinh doanh an ton, lm cho qu trnh lu thng hng ha nhanh v hiu qu, gip cho hot ng nhp khu ca cng ty gp nhiu thun li. 2.4.4 Gim st nng sut bn hng Mc tiu ca cng tc qun l ny l lm th no h tr lc lng bn hng tng hiu qu bn hng, tng doanh s vi ngn sch chi ph hp l. Nng sut ca lc lng bn hng l kt qu lm vic ca lc lng bn hng c xt n yu t chi ph ca mt khu vc. Cng ty s dng mt s cch thc sau tng nng sut bn hng v c gng khng lm tng chi ph mt cch tng ng.
Cng ty ang xem xt vic gi nguyn s lng nhn vin bn hng hin c,

kt hp vic h tr, bi dng nhn vin nhm tng hiu qu cng vic ca h. Hn ch tuyn dng nhiu nhn vin bn hng trong cng mt thi im. i vi lc

SVTH: inh Tng Sn

Lp: 09HQT2

Lun vn tt nghip

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GVHD: L nh Thi

lng bn hng c, nhng nhin vin c nng lc vt tri, c tnh cu tin th giao thm trch nhim cho h.
Qun l thi gian ca nhn vin linh ng hn, trc y hnh thc kim

sot gi gic lm vic bng cch nh chm cng in t, nhng i vi nhn vin kinh doanh, iu ny khng thc s pht huy c tnh ch ng trong cng vic, c bit l nhn vin kinh doanh, thng phi tip xc vi khch hng, v lm vic bn ngoi. To iu kin cho nhn vin c nhiu thi gian tm kim khch hng, gp g v t c mc tiu bn hng.
Thc y nhn vin bn hng bng vic a ra cc ch tiu doanh s bn

hng v mc thng hp dn, va to p lc cng nh ng lc cho nhn vin phn u trong cng vic. Phng k ton phi hp vi trng phng Kinh doanh, kim sot li cc chi ph hot ng, trong qu trnh tip xc, gp g khch hng, trnh lng ph, hoc nhn vin s dng sai mc ch. 2.4.5 Mt s ch tiu phn nh kt qu hot ng kinh doanh ca cng ty. Bng 2.2: Tng kt doanh thu t 2007 - 2010
Ch tiu
1. 2. Doanh thu bn hng v cung cp dch v Doanh thu thun bn hng v cung cp dch v Gi vn hng bn Li nhun gp v bn hng v cung cp dch v. Tng Chi ph Li nhun trc thu Li nhun sau thu

Nm 2007
36.168.014.203,80 36.168.014.203,80 32.695.401.561,93 3.472.612.640 2.090.056.233 1.382.556.407 1.050.742.869

Nm 2008
38.540.044.550 38.540.044.550 33.100.231.187 5.439.813.370 3.245.126.256 2.194.687.114 1.667.962.207

Nm 2009
39.189.087.945 39.189.087.945 33.223.421.187 5.965.666.760 3.786.897.856 2.178.768.904 1.655.864.367

Nm 2010
40.742.460.653 40.742.460.653 34.232.542.533 6.509.918.120 3.122.587.860 3.387.330.260 2.574.370.998.

3. 4.

5. 6. 7. 8. 9.

Ly k LN sau thu 1.050.742.869 1.667.962.207 1.655.864.367 2.574.370.998 TSLN/doanh thu 2,91 4,32 4.22 6.31 (%) Ngun: Bo co kt qu kinh doanh qua cc nm (Phng Kinh doanh). n v tnh: VN

Qua bng 2.2 ta thy mc tng trng ca doanh thu thun qua cc nm lin tc tng: Nm 2008 doanh thu thun t 38.540.044.550 VND (tng khong 6,5% so vi nm 2007), cc nm sau doanh thu u tng hn nm trc. S gia tng doanh thu l kt qu ca mt lot cc chng trnh marketing, xc tin bn hng,
SVTH: inh Tng Sn Lp: 09HQT2

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GVHD: L nh Thi

pht trin thm cc dch v bn hngv m rng th trng vi vic thnh lp cc chi nhnh ca cng ty ti cc thnh ph Nng, ty NguynBn cnh , thng hiu ca cng ty gn lin vi cc sn phm phn mn ng dng sng di ng, c nhiu khch hng bit n v s dng Bng s liu theo di tin thc hin 6 thng u nm. Bng 2.3: Tin thc hin ch tiu thng 02/2011 BNG THEO DI TIN THC HIN CH TIU Thng: 02/2011 Khu Vc Nhn Vin Nguyn Hu Nguyn Ng Ng Hong Long Nguyn Ch Trung Trn Hng Chung Trn Tn t Nguyn nh Sing Trng Thanh Hng
Ngun: Phng Kinh Doanh

Chc V DTM DTM DTM DTM DTM DTM G.BH KV HCM

Ch tiu 110,000,000 110,000,000 110,000,000 110,000,000 100,000,000 110,000,000 650,000,000

Tng doanh thu 77,200,000 5,448,000 19,100,000 5,000,000 0 0 106,748,000

t (%) 70.2% 5.0% 17.4% 4.5% 0.0% 0.0% 16.4 %

Ghi Ch

TP. HCM

Ngh vic

n v tnh: VN

Bng 2.4: Tin thc hin ch tiu thng 03/2011

SVTH: inh Tng Sn

Lp: 09HQT2

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GVHD: L nh Thi

BNG THEO DI TIN THC HIN CH TIU Thng: 03/2011 Khu Vc Nhn Vin Nguyn Hu Nguyn Ng Ng Hong Long Nguyn Ch Trung TP. HCM Trn Hng Chung Tuyn Mi Tuyn Mi Bn L Trng Thanh Hng
Ngun: Phng Kinh Doanh

Chc V DTM DTM DTM DTM DTM DTM G.BH KV HCM

Ch tiu 120,000,00 0 90,000,000 80,000,000 150,000,00 0 80,000,000 80,000,000 600,000,00 0

Tng doanh thu 118,628,00 0 84,295,700 54,680,000 48,660,000 0 0 7,772,000 314,035,70 0

t (%) 98.9% 93.7% 68.4% 32.4% 0.0% 0.0% 52.3 %

Ghi Ch

n v tnh: VN

Bng 2.5: Tin thc hin ch tiu thng 04/2011 BNG THEO DI TIN THC HIN CH TIU Thng: 04/2011 Khu Vc Nhn Vin/NPP Nguyn Hu Nguyn Ng Ng Hong Long Nguyn Ch Trung TP. HCM Trn Hng Chung Phan Hong Phng Tuyn Mi Trng Thanh Hng
Ngun: Phng Kinh Doanh

Chc V DTM DTM DTM DTM DTM DTM Bn L G.BH KV HCM

Ch tiu 110,000,00 0 100,000,00 0 110,000,00 0 80,000,000

Tng doanh thu 11,040,000 22,166,900 134,366,00 0 57,656,000 7,600,000 0

t (%) 10% 22% 122% 72%

Ghi Ch

400,000,00 0

232,828,90 0

58%

n v tnh: VN

Bng 2.6: Tin thc hin ch tiu thng 05/2011

SVTH: inh Tng Sn Lp: 09HQT2

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GVHD: L nh Thi

BNG THEO DI TIN THC HIN CH TIU Thng: 05/2011 Khu Vc Nhn Vin/NPP Nguyn Hu Nguyn Ng Ng Hong Long Nguyn Ch Trung TP. HCM Trn Hng Chung Phan Hong Phng Tuyn Mi Trng Thanh Hng
Ngun: Phng Kinh Doanh

Chc V DTM DTM DTM DTM DTM DTM Bn L G.BH KV HCM

Ch tiu 90,000,000 80,000,000 100,000,00 0 80,000,000 50,000,000

Tng doanh thu 86,187,500 43,719,500 51,533,000 40,047,500 40,015,000 0

t (%) 96% 55% 52% 50% 80%

Ghi Ch

400,000,00 0

261,502,50 0

65%

n v tnh: VN

Bng 2.7: Tin thc hin ch tiu thng 06/2011 BNG THEO DI TIN THC HIN CH TIU Thng: 06/2011 Khu Vc Nhn Vin/NPP Nguyn Hu Nguyn Ng Ng Hong Long Nguyn Ch Trung Trn Hng Chung Phan Hong Phng o Vit Dng Bn L Trng Hng Chc V DTM DTM DTM DTM DTM DTM KV Ch tiu 120,000,000 85,000,000 85,000,000 80,000,000 60,000,000 50,000,000 Tng doanh thu 135,030,66 7 45,440,000 53,839,167 41,005,000 49,305,000 3,000,000 327,619,83 4 t (%) 113% 53% 63% 51% 82% 6% Ghi Ch

TP. HCM

Thanh G.BH HCM

500,000,000

66%

Ngun: Phng Kinh Doanh

n v tnh: VN

SVTH: inh Tng Sn

Lp: 09HQT2

Lun vn tt nghip

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GVHD: L nh Thi

Qua s liu cc t bng 2.3 n bng 2.7 v tin thc hin ch tiu t thng 2/2011 n 6/2011. Ta thy rng doanh thu bn hng khu vc Tp. HCM vo thi im ca thng 2 ch t c 16,4 % so vi tng ch tiu ra. Gii thch cho nguyn nhn ny l do cc n hng v cc sn phm USB Internet Modem, Camera quan st gim, v khch hng a phn k hp ng mua t trc tt v nhng nhu cu ca khch hng phc v trong dp tt. Mt iu na l gi cc sn phm USB Modem ca 3 nh mng ln nht Vit Nam l Viettel, Mobiphone, Vinaphone gim ng k, khin cho th phn v sn phm ny mt dn vo tay cc nh mng ny. Nguyn nhn cui cng c xc nh l do bin ng v nhn s lc lng bn hng. Sau tt lun l thi im m nhn vin kinh doanh xin ngh vic nhiu nht. Nhng sang n thng 4 doanh thu bn hng bt u tng mnh, t 16,4% ln 52,3% so vi tng ch tiu, tng gn 36%. iu ny c c l do cng ty ch trng vo chnh sch bn hng, t chc li lc lng bn hng. Sang thng tip theo doanh thu u tng dn, thng sau cao hn thng trc. Trong giai on ny cng ty y mnh chnh sch gi, mc d trong bi cnh gi xng du tng trong qu I, y gi ca nhiu mt hng tng theo. Sn phm ca cng ty cng tng gi bn ln t 8% - 10% ty loi sn phm, tuy nhin cc n hng vn tng vi tn hiu kh quan. Gn ti thi im m cc doanh nghp kinh doanh vn ti phi lp t thit b nh v, hp en gim st hnh trnh theo quy nh ti Ngh nh 91/2009/N-CP, th n hng v cc sn phm ny u rt ln. Bt u t thng 4, c s n nh v mt nhn s, khi cng ty tuyn thm nhn vin kinh doanh, lc lng bn hng mi c tuyn dng v chn la k cng, c chuyn mn nghip v bn hng tt. Cng ty khng ngng m rng mng li kinh doanh ra cc khu vc ngoi thnh, vng ln cn nh Bnh Dng, ng Nai... Cng vi chnh sch h tr nhn vin, phc li x hi, mc thng xng ng, lun ng vin khch l nhn vin, khin nhn vin c nhiu ng lc lm vic. V vy, doanh s qu II u tng. D on, 2 qu cui nm s tng cao v hon thnh ch tiu ca nm trc thi hn. 2.4.6 nh gi chung v cng tc qun tr bn hng ti cng ty A.D.A. 2.4.6.1 Nhng kt qu t c Khi mi thnh lp, cng ty ch hot ng vi 15 nhn vin. Tnh n nay Cng ty A.D.A tri qua hn 8 nm hnh thnh v pht trin, tng s nhn lc l
SVTH: inh Tng Sn Lp: 09HQT2

Lun vn tt nghip

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GVHD: L nh Thi

115 ngi. Qua nhng nm hot ng cng ty c nhng bc pht trin vt bc, chim th phn khng nh trong vic cung cp cc gii php cng ngh bng sng di ng. Vi rt nhiu i tc v bn hng trn c nc nh tp on vin thng Viettel, tp on VNPT, ngn hng ANZ, Maritime Bank Cng ty c nhiu khch hng bit n vi nhng sn phm, gii php cng ngh chuyn nghip, dch v hu mi tt, lun kp thi a ra th trng cc sn phm cng ngh c tnh hu dng cao, cc phn mn qun l vn ti hiu qu. Lun tng uy tn v danh ting v cng ty. Cc mt hng m cng ty ang kinh doanh hin nay u c nhng hnh nh tt trong con mt khch hng, to thun li cho hot ng sau ny. Thnh cng trong vic phn phi hng ha trn mt mng li rng khp c nc H Ni, Nng v TP. H Ch Minh. Trong cc yu t cn thit to dng cng vic kinh doanh th yu t qun tr c vai tr v cng quan trng, yu t ny c th quyt nh n vic thnh hay bi ca doanh nghip. Chnh v vy cng ty la chn, tuyn dng, o to cc nh qun tr c kin thc, kinh nghim, am hiu cng vic mt cch su rng hn, am hiu th trng. Vi tui trung bnh ca nhn vin l 26, cp qun tr khng qu 35 tui, i ng ngun nhn lc y nhit huyt v tinh thn cng hin. Mi trng lm vic chuyn nghip, lun to ng lc v khuyn khch nhn vin pht trin, phong cch qun tr hin i ca Ban Gim c, vi quan nim nhn s l ti sn qu gi nht ca cng ty. T ton th nhn vin v cp qun tr cng ng lng trong cng vic v hon thnh tt mc tiu m cng ty giao ph. Vi kinh nghim trong nhiu nm hot ng trong lnh vc kinh thit b v cc gii php cng ngh, cng ty t tin a ra th trng nhng sn phm vi cht lng tt nht, dch v hu mi, chm sc khch hng tt nht v chuyn nghip nht. Cc sn phm lun theo kp th hiu ca khch hng, gi tr cc tin ch ca sn phm em li lun lm hi lng nhng khch hng kh tnh. Trong nm 2011 ny, d on l nm m th trng cung cp cc thit b nh camera quan st, phn mm, thit b gim st l trnh trong cc doanh nghip vn ti tng cao. T ngy 1/7/2011, tt c phng tin kinh doanh vn ti hnh khch, hng ha c c ly tuyn trn 500km bt buc phi lp t hp en - thit b gim st hnh trnh (GPS). Cc xe khch ng di trn 300 km s phi lp hp en t ngy 1/1/2012. Ring l trnh lp t cho tt c xe khch, xe but bt u t ngy 1/7/2011 (Theo
SVTH: inh Tng Sn Lp: 09HQT2

Lun vn tt nghip

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GVHD: L nh Thi

Ngh nh s 91/2009/N-CP ngy 21/10/2009 ca B Giao Thng Vn Ti v kinh doanh v iu kin kinh doanh vn ti bng xe t) Vi th mnh ca mnh, cng ty A.D.A tng trng nhanh v doanh thu, chim lnh th phn, dn u th trng cung cp cc gii php ng dng sng GPS, c bit l cc khch hng khu vc thnh ph H Ch Minh, t tip tc m rng mng li kinh doanh ra khu vc Cn Th, khu vc Min ng, cc tnh Ty Nguyn, Lm ng, c Lc 2.4.6.2 Nhng tn ti v hn ch trong hot ng qun tr bn hng ti cng ty A.D.A. Yu t khch quan. i vi cc sn phm thit b nh v, gim st l trnh ng dng sng GPS, kh khn c bn khi p dng GPS l h thng c s h tng thng tin, vn bn lut quy nh v tnh bo mt thng tin cho doanh nghip cha c. Vn bn quy nh tiu
chun thit b GPS. Nhiu doanh nghip vn t i lp t GPS phn nn v cht lng

ca bn quan trc, nng lc vin thng Trn thc t, vic lp t GPS i vi nhng xe chy ng di khng c vn g, nhng nhng xe vn ti cng cng nh taxi, bus th chnh xc i hi rt cao. Bn cnh , s cnh tranh ca cc doanh nghip sn xut thit b GPS Vit Nam hay cc hng n t nc ngoi, cc sn phm ngy cng n nh, gi thnh ngy mt r, khin th trng tr nn si ni. Theo kho st, hin nc ta c gn 20 doanh nghip v s kinh doanh thit b GPS p dng cho phng tin giao thng. Hin nay ch yu cc thit b ny c nhp khu t nc ngoi (Trung Quc, i Loan, M...) v hu nh ch c mt tnh nng duy nht l nh v. Nhng thit b GPS nhp ngoi c chng nhn hp quy trong nc th cn phi pht trin v hon thin thm cho ph hp vi quy chun Vit Nam. Do vy, khi sn phm nhp v cha th a ngay ra th trng c, m cn b rng buc mt s quy nh, tiu chun, iu ny cng gim tnh cnh tranh ca doanh nghip, s lng sn phm c chng nhn hp quy cung cp cho khng p ng cho th trng. V vy, cha th ngay mt lc p ng c ht cho s lng xe vn ti, bn cnh hu ht cc c nhn kinh doanh vn ti n l cha bit v cha nhn thc c quy nh mi ny ca Nh nc. Yu t ch quan.
SVTH: inh Tng Sn Lp: 09HQT2

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GVHD: L nh Thi

S tp trung qu mc vo mt mt hng sn phm nh cc thit b nh v GPS v bn cho cc khch hng quen thuc, khng tm ra phng thc i mi v a dng ho sn phm cng nh hng ti nhiu dng khch hng khc nhau, cng l nhn t gy kh khn trong m rng th trng. S vn dng cc chnh sch tiu th, phng thc bn hng v cc bin php h tr xc tin bn hng, chin dch maketing, phn tch th trng v thc thi cc chin dch qung co cha nh trng tm l khch hng, cn n iu (ch dng li cun catalog, dng brouche nh, t ti cc chi nhnh), cha gy s ch c bit v sn phm i vi khch hng bn cnh hng hot cc sn phm khc, ng ngha vi vic doanh s bn hng gim st do khng thu ht c khch hng mi v phc v tt hn na nhu cu ca cc khch hng hin ti. Do mng li phn phi ca cng ty tri u 3 min, c kim sot bi mi mt chi nhnh t ti , cha c mt phng ban no chu trch nhim gim st cng tc iu phi, bn hng trn ton quc, dn n tnh trng cng ty gp kh khn trong vn qun l cc thnh vin trong knh, c bit l trong vn qun l gi i vi cc sn phm. Mt s i l t thay i gi bn sn phm gy ra nhng phn ng khng tt t pha khch hng. Th trng vn cha c khai thc trit , nht l th trng min Ty v min Trung, hu nh l cha p ng v to c s c mt sn phm ca cng ty. S lng trong knh phn phi tp trung khng ng u, tp trung qu nhiu thnh ph ln nh H Ni, Tp H Ch Minh. iu cho thy trn th trng, Cng ty ADA cn rt nhiu khong trng cn lp y. Cn thit thnh lp mt ca hng gii thiu, trng by cc sn phm ca cng ty, to iu kin tip th trc tip sn phm n vi khch hng, nh v thng hiu. Nhn vin bn hng s dng qu nhiu thi gian trong vic x l cc thng tin v khch hng, s liu bo co bn hng, qun l giy t..., nn lm gim thi gian tip xc bn hng trc tip. Vic tm kim cc khch hng mi trc tip bng hnh thc gi in thoi hay gi e-mail cng l mt trong nhng kiu lng ph v thi gian, cng sc ca nhn vin khi mt b phn khch hng khng h quan tm, khng c nhu cu, khng c kh nng mua sn phm ca cng ty.
SVTH: inh Tng Sn Lp: 09HQT2

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GVHD: L nh Thi

KT LUN CHNG II
Trong nn kinh t th trng, vi s cnh tranh khc nghit th vn phi lm sao a c hng ca mnh vo th trng ngi tiu dng chp nhn, ng thi vn m bo kinh doanh c li, lun l mt cu hi ln i vi nhng doanh nghip tr, ang tng bc vn ln nh cng ty TNHH A.D.A. Qua thc t hot ng qun tr bn hng ti cng ty, cc vn lin quan n t chc lc lng bn hng, phng thc bn, tuyn chn, mng li phn phi c ban lnh o, cng ton th nhn vin thc hin kh tt v t c nhng thnh qu ng k, hng ha c khch hng chp nhn, hot ng kinh doanh c li, mc tng trng qua cc nm trung bnh t 6,5%, b my nhn s cng dn n nh, uy tn ca cng ty khng ngng c nng ln. Tuy nhin, theo nh gi th cng ty vn c th t c nhng thnh tu ln hn na, nu cng ty gii quyt c mt vi yu km cn tn ti trong cng tc qun tr bn hng ti cng ty, cn c nhng gii php thch hp cng ty tng trng hn na trong cc giai on tip theo.

SVTH: inh Tng Sn

Lp: 09HQT2

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GVHD: L nh Thi

CHNG III: MT S GII PHP NNG CAO HIU QU HOT NG QUN TR BN HNG TI CNG TY A.D.A 3.1 Thit lp k hoch kinh doanh chi tit 3.1.1 C s khoa hc trong vic lp k hoch kinh doanh. Lp k hoch kinh doanh l mt cng vic quan trng dn ti thnh cng ca bt c cng ty no, nhng n cng c bit quan trng i vi cc doanh nghip nh nh A.D.A, khi khng c mt k hoch kinh doanh bi bn, cng ty c th tr nn ri tr khi khng bit phi tp trung vo ci g, khi pht trin n mt giai on no . Mc tiu r rng, gip cng ty tp trung hng n lc vo , v kt qu d dng t c. lp mc tiu ngn hn l trc tin hy cn nhc mc tiu di hn. V d cng ty trong 2 nm ti cng mun "Tng doanh s bn hng" M rng mng li y l nhng mc tiu tt, nhng n qu m h v khng cung cp phng thc no nh gi mc thnh cng. Sau khi xc nh mc tiu, cng ty phi sp xp cc mc tiu theo th t quan trng. Nh vy khi xy dng nh gi la chn cc chin lc kinh doanh, cng ty s u tin tha mn cc mc tiu c tnh cht quan trng trc.
T thc trng trong cng tc lp k hoch kinh doanh ca cng ty cn ht sc n gin mang nhiu yu t cm tnh, khi ch xem xt da trn nhng s liu bn hng ca cc thng, qu trc . Bi v thc t cn nhiu yu t cn c xem xt khi lp k hoch kinh doanh. Mt k hoch tt phi c xut pht t vic phn tch chui hot ng sn xut kinh doanh, xut pht t th trng, ngi tiu dng n knh phn phi, ngun lc ca cng ty, i th cnh tranh. Mun lm lp cc mc tiu di hn, th trc ht phi lm tt cc mc tiu ngn hn, xc nh cc mc tiu u tin quan trng s c thc hin trc. V vy cn c mt gii php c th thit lp c mt k hoch kinh doanh hon ho.

3.1.2 Cc gii php xy dng quy trnh lp k hoch chi tit. 3.1.2.1 Xy dng quy trnh lp k hoch kinh doanh Cc chi nhnh ca cng ty lp k hoch tiu th chi tit. Phng k ton lp k hoch chi tit theo n hng m phn. Phng kinh doanh v phng k ton chu trch nhim v k hoch tiu th, t chc thc hin, chu trch nhim v k hoch nhp khu hng p ng ti a nhu cu ca cc vng min.

SVTH: inh Tng Sn

Lp: 09HQT2

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GVHD: L nh Thi

Cng ty iu hnh vic phn phi, tiu th theo k hoch ban hnh. Cc chi nhnh, phng kinh doanh cc vng min bn sn phm trong k hoch cng ty (c k kho d phng).
Qu trnh lp v iu chnh k hoch sn xut, tiu th u phi c th

hin trn chng trnh ERP2. 3.1.2.2 Thc hin cc bc lp k hoch theo quy trnh Bc 1: Trng chi nhnh cn c vo n hng t khch hng, lp k hoch chi tit vo chng trnh ERP (hon tt vo ngy 20 hng thng). i vi tng kho sn phm: Cn c vo k hoch cc khu vc nhp hng. i vi kho hng gi min Nam, khu vc Tp. HCM, Cn Th. Trng chi nhnh lp k hoch nhp hng, gi cho phng k ton (hon tt vo ngy 20 hng thng). Bc 2: Trng phng kinh doanh, trng phng k ton cn c vo s liu ng k tiu
th cc khu vc, v nng lc cc nh phn phi, i din thng mi, lm vic vi trng chi nhnh nhm cn i doanh s bn hng (hon tt trc ngy 22 hng thng).

Bc 3: Da vo s liu bn hng ca tng khu vc, ( chnh sa, nu c). Trng chi
nhnh tin hnh lp k hoch kinh doanh ca cng ty, trnh Gim c cng ty ph duyt v a vo chng trnh ERP (trc ngy 25 hng thng).

Bc 4: Phng k thut v k ton cung cp vt t. Cc nh phn phi, i din thng mi, nhn vin kinh doanh bn hng theo k hoch ban hnh. 3.1.3 D kin cc kt qu thu c t gii php xy dng quy trnh lp k hoch chi tit. Cng ty s phc ha c gn hn thc t vi nhng mc tiu v mc ch kinh doanh ca mnh. Cng ty cng xc nh c im yu, im mnh ca ngun lc hin c, t tp trung vo mc tiu bng cch s dng nhng thng tin cng nh cc yu t ni ti (nhn s, ti chnh, chin lc tiu th) ph hp. Mt k hoch kinh doanh tt c th gip cng ty pht hin ra nhng iu b st hoc nhng im yu trong qu trnh lp k hoch. Sau cng, c th nh gi, o lng mc thnh cng ca cng vic kinh doanh ca cng ty, t to tin cho vic xy dng cc mc tiu di hn hn 5 10 nm ti. 3.2 ng dng thng mi in t trong bn hng.
2

ERP: H thng ng dng a phn h (Enterprise Resource Planning)

SVTH: inh Tng Sn

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GVHD: L nh Thi

3.2.1 C s cho gii php ng dng thng mi in t trong bn hng ng dng thng mi in t (TMT) trong cc giao dch mua bn ang l xu hng trong thi i cng ngh thng tin. Doanh nghip c th dng TMT trong qu trnh mua bn xc nh cc i tc cung v cu mi. Trong TMT th tho thun v gi c v chuyn giao cc mt hng d dng hn bi v trn website c th cung cp thng tin cnh tranh v gi c rt hiu qu. TMT y mnh tc v tnh chnh xc cc doanh nghip c th trao i thng tin v gim chi ph cho c hai bn trong cc giao dch. TMT cho ngi kinh doanh nhiu s la chn hn l thng mi truyn thng bi h c th ng thi bit nhiu loi sn phm v cc loi dch v t nhiu ngi bn khc nhau lun sn sng hng ngy, hng gi. TMT cung cp cho ngi kinh doanh cch d dng nht tu chnh cc cp thng tin trong mua bn. Thanh ton in t chi ph thp, an ton v nhanh chng. Hn na cc thanh ton in t c th kim ton v iu hnh d dng hn cc thanh ton bng sc c th chng tht thot v gian ln. TMT cn c th p ng c cc dch v v cc sn phm ti nhng ni xa xi. Hin ti, vic tm kim cc khch hng mi trc tip bng hnh thc gi in thoi
hay gi e-mail cng l mt trong nhng kiu lng ph v thi gian, cng sc ca nhn vin khi mt b phn khch hng khng h quan tm, khng c nhu cu, khng c kh nng

mua sn phm ca cng ty. Khi khch hng mun tm hiu thm, nhn vin bn hng li phi tn thm thi gian gp trc tip, ri tha thun, k kt hp ng, thanh ton, xut ha n, np k tonnh vy th tc rt nhiu, m vic trao i thng tin cng kh khn. Thit ngh, gii php ng dng thng mi in t (TMT) trong cc giao dch mua bn l gii php tt, s l xu hng trong thi i cng ngh thng tin. Ngi bn hng c nhiu s la chn hn ngoi knh thng mi truyn thng bi h c th ng thi bit nhiu loi sn phm v cc loi dch v t nhiu ngi bn khc nhau lun sn sng hng ngy, hng gi. 3.2.2 Thc hin gii php ng dng thng mi in t trong bn hng Cng ty cn tin hnh nghin cu, u t h thng bn hng in t trong cc giao dch mua bn, nh hnh thc bn hng trc tuyn, xy dng, thit k website c kh nng giao dch nhanh chng v thun tin, m bo tnh bo mt v thng tin, cng nh cc phng n thanh ton.

SVTH: inh Tng Sn

Lp: 09HQT2

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GVHD: L nh Thi

Linh ng cc dch v thanh ton, di hnh thc lin kt vi cc ngn hng o, cc knh ngn hng chnh thng. Cng ty nn hng sang vic thanh ton bng kt ni vi cc ngn hng hoc t pht trin cc h thng trang web bn hng ca mnh, cho php thanh ton, giao dch trn chnh website ca mnh. 3.2.3 D kin kt qu t c sau khi p dng gii php Khch hng d dng tip cn c cc sn phm, cng ty cng mau chng bn c hng hn, gim thiu cc th tc hnh chnh, gim thiu thi gian. Vi gii php ng dng thng mi in t ny, khch hng lun c c cc thng tin gn nh ngay lp tc, v lun c b phn chm sc khch hng online, sn sng cung cp, gii p mi thc mc v thng tin sn phm. Bn cnh cng ty cng thu nhp c nhiu thng tin t pha khch hng, h hay quan tm n sn phm g, sn phm no c mua nhiu nht, t cng ty c nhng chin lc pht trin tip theo ph hp vi th hiu ca th trng. Mt khc, chnh cc knh thanh ton cng gp phn gip doanh nghip pht trin kinh doanh, c bit l vi lng khch ln t nc ngoi mun mua cc sn phm trong nc. Phng thc thanh ton in t cng lm gim bt cc ri ro trong lu thng tin t i vi cng ty. 3.3 Gii php tng thi gian hu ch tm kim khch hng
3.3.1 C s cho gii php tng thi gian tm kim khch hng

Trong cng vic hng ngy, nhn vin bn hng ngoi thi gian giao tip trc tip vi khch hng, h cn phi thc hin nhiu cng vic khc nh hp hnh, bo co, i li, ch i Nu nhn vin bn hng qun l thi gian hiu qu s c th tng c thi gian giao tip trc tip vi khch hng, c thm khong thi gian nht nh tm kim khch hng. Gim c kinh doanh cn nhn ra c nguyn nhn gy lng ph thi gian, a ra gii php tng thi gian bn hng hu ch, cng l mt cch tng doanh s bn hng. Ti cng ty A.D.A nhn vin bn hng ti cng ty A.D.A s dng qu nhiu thi
gian trong vic x l cc thng tin v khch hng, s liu bo co bn hng, qun l giy t..., nn lm gim thi gian tip xc bn hng trc tip. V gii quyt cc vn

ny nn p dng mt s bin php tng thi gian hu ch cho cng vic.

SVTH: inh Tng Sn

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GVHD: L nh Thi

3.3.2 Cc bin php qun l thi gian hiu qu, tng thi gian tm kim khch hng mi ng dng tin b k thut vi cc phn mm bn hng s gip ci thin ng k trong cc cng vic qun l hnh chnh, phn chia khu vc bn hng theo vng min a l cho nhn vin bn hng trong tng ngy, trong tun. Nhn vin bn hng ph trch s thm ving, cho hng cho tt c cc khch hng trong khu vc vo ngy . Gim thi gian ch i khch hng bng cch gi in hn gp v xc nhn thi gian trc cuc hn, c th tng thi gian bn hng hu ch bng 3 cch: Tng thi gian lm vic, gim thi gian dnh cho c nhn. Gim thi gian qun l hnh chnh. Gim thi gian i li gia nhng khch hng. Phng php phn loi khch hng theo ABC: Phn nhm khch hng theo th hng A, B, C da trn mc ng gp doanh s bn hng ca khch hng, v d nh sau: 15% lng khch hng to ra 55% doanh s (khch hng A). 20% lng khch hng tip theo to ra 30% doanh s bn hng (khch hng B). 65% lng khch hng cn li ch to ra 15% doanh s bn hng (khch hng C). Vi vic phn nhm ny, nhn vin bn hng s phn b nhng n lc, thi gian, cc chng trnh khuyn mi bn hng, tip ththeo mc u tin cho cc nhm khch hng vi s lng t nhng to ra doanh s ln. im yu ca bin php ny l xc nh mc u tin, phn b n lc bn hng da trn kt qu kinh doanh hin ti m khng quan tm n pht trin nhng c hi tim nng trong tng lai. 3.3.3 nh gi kt qu thc hin gii php Vic p dng cc gii php ny s lm gim thi gian cho vic qun l hnh chnh, k hoch thm ving, chm sc khch hng thng qua bin php phn nhm khch hng s ti u ha thi gian i li ca nhn vin. V kt qu cui cng l tng thi gian bn hng hu ch, tng doanh s bn hng. 3.4 Gii php t chc li lc lng bn hng
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GVHD: L nh Thi

3.4.1 C s khoa hc ca gii php t chc li lc lng bn hng. c c mt lc lng bn hng c cht lng, ta phi xc nh nhu cu cn thit vi i ng . Mt i ng nhn vin c trnh th h cn phi c kh nng thu nhn thng tin v sn phm, hiu bit v k thut ca sn phm cng nh phi c mt mc hiu bit nht nh v i th cnh tranh ca mnh. Sau ta tin hnh o to, gn h vi cc cng vic c th hng ngy h nm c ni dung v yu cu ca cng vic, t c th tm nhiu phng thc lm tt chng. H cng cn c mt kh nng giao tip, nm bt tm l khch hng, t c th pht trin nhu cu hin ti v tng lai ca khch hng. Hin nay ti cng ty tnh trng nhn vin bn hng xin ngh vic vo cc qu I trong nm kh cao, cc thng sau tt doanh s lun thp, v lng khch hng t c nhu cu vo thi im ny, nhn vin d nn. Khi cng ty phi tuyn dng gp mt lng ln cc nhn vin kinh doanh mi, do m mt vi tiu ch cn c nhn vin d b b qua. Bn cnh cng tc o to cng phi lun song hnh vi tuyn dng. V vy xy dng mt mt lc lng bn hng c cht lng, c trnh ,
nhng cng cn phi c nhng tnh cch ph hp vi ngh bn hng. Do vic sp xp, t chc li lng bn hng ngay t by gi l ht sc cn thit, trc mt cn lm tt cc gii php v tiu ch tuyn dng v hun luyn nhn vin.

3.4.2 Cc phng n thc hin nhm t chc li lc lng bn hng 3.1.4.1 Xy dng tiu ch tuyn dng ph hp. (1) S cn bng: S ln chuyn ch lm, vic thay i ch hay ni hc hnh, s quan tm v s thch c duy tr bao lu, s d thch nghi v ha nhp v vn ha x hi. (2) S cn c: S tin b u n trong cng vic v mc lng, lm vic theo l thi c sn hay thch s sng to, s chm cht trong cng vic v s chuyn cn. (3) ng c: Ngi ng vin c ng c kim tin, thng tin nh th no, quan nim v ngh bn hng, ng c thay i ni lm vic hay v tr cng vic. (4) Tnh kin tr: Cch thc vt th thch trong cng vic v cuc sng, vic duy tr cng tc v hc tp nh th no, kh nng chu ng v gii quyt kh khn. (5) Kh nng ha nhp: ng vin c tng tham gia nhng hot ng mang tnh tp th hay x hi hay khng, s thn thit vi ng nghip c, s thnh cng trong giao tip, quan h gia nh bn b...
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GVHD: L nh Thi

Ngoi ra cc tiu chun v bng cp, chuyn mn ginh cho nhn vin cng phi r rng, ph hp vi thc t cng vic, trnh tuyn dng trn lan, lm mt thi gian, tn nhiu chi ph, v mt cng sc phi o to li. 3.1.4.2 Hun luyn nhn vin. i vi lc lng bn hng hin ti : Cn hun luyn khi c nhng vn sau: Cc i th c phng php kinh doanh mi i hi phi hun luyn k nng ng ph. Cc nhn vin lm c mt thi gian c kh nng tr tr v hnh thnh nhng thi quen khng tt. S cnh tranh gay gt v th trng, sn phm v khch hng. Cc k thut mi gip nhn vin lm vic hiu qu hn. Cng ty c chnh sch hoc sn phm mi i hi nhn vin phi nm bt kp thi. i vi nhn vin bn hng mi : Tng cng kin thc v kinh nghim v kinh doanh, v cng ty v sn phm, gip nhn vin hi nhp v pht trin kh nng trong mi trng mi, v d: Nhn vin mi c giao khu vc bn hng v nh qun tr bn hng hay ngi hun luyn thc t s chu trch nhim hun luyn nhn vin ny. Sau mt khong thi gian ngn, nhng ngi va mi c tuyn dng v hun luyn ny s trc tip giao dch vi khch hng, trng phng s gim st qu trnh ny. Cho nhn vin mi thc tp lm vic trong khong thi gian ngn c s gim st v hun luyn ca ngi ph trch trc tip, sau khi c nh gi v nng lc v thi , nu t ngi nhn vin mi ny s c gi i o to theo chng trnh c thit k theo tiu chun v thi gian ph hp. Thc t nu nhn vin cng ty A.D.A c tuyn chn v o to nh theo quy trnh trn, th cng ty s c mt ngun lc cht lng, gii chuyn mn, nghip v, lc lng bn hng ca cng ty cng s d dng hn khi thc hin cc mc tiu m cp trn ra. c c mt lc lng bn hng c cht lng, c trnh , hiu bit v sn phm, c k nng ph hp.
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GVHD: L nh Thi

3.4.3 D kin kt qu thu c khi thc hin gii php Gii php ny nhm to ra mt lc lng bn hng c cht lng, c trnh , hiu bit v sn phm, c k nng ph hp, cng ty tuyn c ng ngi, trnh vic tuyn dng trn nan, tuyn nhng nhn vin khng thch hp vi cng vic, khng t cht ph hp cho cng vic. Vi lc lng bn hng hin ti, s lun c nng cao v chuyn mn, nghip v, cp nhp cc k nng, hiu bit thm v sn phm, i th cnh tranh,
iu ny gip cho nhn vin c bc pht trin cao hn trong ngh nghip, cng ty cng c c ngun nhn lc cht lng cao, gn b lu di vi cng ty.

3.5

Hon thin h thng phn phi

3.5.1 C s khoa hc cho gii php hon thin h thng knh phn phi. Doanh nghip mun a c sn phm tip cn c khch hng mc tiu phi nh qua knh phn phi. H thng knh phn phi l cc c nhn, cc t chc kinh doanh c lp hay cc phng tin, cng c trung gian c nhim v chuyn sn phm t nh sn xut n th trng, p ng nhanh nht cho ngi tiu dng. Knh phn phi l tp hp nhng trung gian c nh sn xut chn lc v quyt nh a sn phm ra th trng sao cho hiu qu nht vi chi ph thp nht. xy dng c knh phn phi cc doanh nghip phi mt nhiu nm v tn nhiu tin ca, cng sc. Do vy n thi im ny, t c doanh nghip no hi lng vi knh phn phi ca mnh, hoc nhiu doanh nghip mong mun php trin nhanh v mnh knh phn phi m cha xem xt k li chin lc pht trin knh phn phi ca mnh c thc s hp l hay khng. Trong thc t, nhiu doanh nghip u t t quan tm n knh phn phi. ng thi ny c ngha l cha tht s quan tm n khch hng phn phi trung gian, nhng ngi ngy m trc tip kinh doanh v ni tt hay xu v sn phm ca mnh i vi ngi tiu dng. Do vy nhiu lc, nh phn phi li th vi sn phm ca doanh nghip bi v h cng c quyn hn nht nh, h u tin la chn phn phi nhng sn phm c li cho h. Kh khn v knh phn phi s tr nn d dng hn, i vi nhng doanh nghip no thc s bit quan tm v chm sc n li ch ca nh phn phi, mt chin lc mang tnh khoa hc v ngh thut l nh vy. T nhng phn tch Chng II, c th thy rng, knh phn phi ca cng ty cn yu km v mt qun l, cha thc s nng ng. H thng knh phn phi ca
cng ty cn kh nhiu vng mc nh i vi tng vng c th, ni tp trung nhiu i l, SVTH: inh Tng Sn Lp: 09HQT2

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GVHD: L nh Thi

ni th rt t, hoc cha khai thc, nh phn phi cha tim lc v ti chnhMt iu na, khi phn phi qua mt cp trung gian, chc chn li nhun ca cng ty b gim,

cng ty khng th chc chn rng, hng ha ca mnh khi n tay khch hng c m bo v cht lng, gi c v cc dch v h tr. V th, khc phc nhng thiu st ny cn c cc phng n hnh ng hon thin li knh phn phi. 3.5.2 Cc gii php c th cho phng n hon thin knh phn phi
Ti cu trc knh phn phi:

+ u t xng ng cho vic thit k h thng knh hon ho, to ra mt c cu knh phn phi ti u v chiu di, chiu rng, s lng knh c s dng v t trng hng ho c phn phi vo mi knh. + Tin hnh phn tch ton din cc yu t ni ti ca doanh nghip, cc yu t thuc v trung gian phn phi, th trng khch hng v cc yu t thuc v mi trng v m ca kinh doanh. + Sau khi thit k c mt knh phn phi ti u, cn phi bin m hnh ny thnh hin thc, ngha l pht trin h thng phn phi v thc hin cc bin php iu khin, qun l n.. + Cn x l kp thi v c hiu qu cc mu thun, xung t ngay t khi mi pht sinh. lm c cn phi thc hin phn loi chng. Thnh lp hi ng phn phi, s dng bin php ngoi giao, trung gian ho gii hay trng ti phn x. La chn nh phn phi Cn phi dt khot chm dt hp ng i vi cc i l c doanh s thp v lm vic khng hiu qu m li thiu s nhit tnh i vi Cng ty, khng nn la chn cc nh phn phi: + Nh phn phi khng c chuyn mn, hiu bit v sn phm v th trng m doanh nghip nhm n, anh ta phi tuyn ngi khc c chuyn mn lm vic thay anh ta, nh vy l lng ph v nhn s, b my cng knh, chi ph phn phi cao dn n km hiu qu. + Nh phn phi khng c mt i ng nhn vin bn hng chuyn nghip kh nng gip cng ty a sn phm ra th trng. T chc tuyn dng v o to li ton b th phi tn chi ph u t cao nhng cng bao hm y ri ro. Cn khng, nhng n lc v truyn thng tip th tn km ca doanh nghip s khng mang li hiu qu cao.
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GVHD: L nh Thi

+ Nh phn phi c lng nhit thnh cao nhng khng kh nng v ti chnh, vic pht trin mng li phn phi gp hn ch. Trong trng hp ny, hoc doanh nghip phi bao phn ri ro ti chnh v phi bm tin (cung cp mt mc tn dng cao hn bnh thng) nh phn phi c th pht trin th trng, nu khng s khng th pht huy c ton b nng lc ca mnh v tim nng th trng m s phi chp nhn mt th phn hn ch tu thuc vo kh nng ca nh phn phi. + Nh phn phi lm tt vi sn phm khc, nhng khng th lm tt vi sn phm
ca doanh nghip. Nguyn nhn l v sn phm ca doanh nghip khng cng th trng, khng cng ngnh hng, nn nhng li th m nh phn phi y ang c i vi sn

phm khc khng c li ch g trong vic phn phi sn phm ca doanh nghip, v nh vy mi th phi bt u hu nh t s khng. 3.5.3 nh gi kt qu t c. Vi nhng gii php nh trn c a ra, cng ty s tng bc xy dng mt knh phn phi mnh a sn phm n ngi tiu dng nhanh nht, vi cht lng cao, chi ph thp v m bo cho cng ty t hiu qu kinh t cao. Cng ty
chn c nh phn phi tt, c lc lng bn hng, ti chnh mnh, c kinh

nghim, bit qun l bn hng, c tm huyt kinh doanh. Cng ty A.D.A l doanh nghip dng va v nh, v th c th chn la nhng nh phn phi c quy m ph hp v i tng bc a sn phm ca mnh n vi th trng mi. Nhm t c nhng mc tiu ln hn, bao ph th trng, y mnh thng hiu, phn u tr cng ty hng u v cung cp cc gii php cng ngh ng dng sng GPS ti Vit Nam. 3.6 ng vin, khuyn khch i ng bn hng 3.6.1 C s khoa hc cho gii php ng vin, khuyn khch i ng bn hng. ng c lm vic l sc mnh tc ng ln mt ngi hoc sc mnh ny sinh ngay trong lng nhn vin, thc y nhn vin hnh ng hng ti mt mc tiu nht nh. Mt nhn vin c ng c lm vic cao l mt ngi nng ng, chu u t sc lc v tinh thn hon thnh cng vic ca mnh v t c ch tiu ra. Mt nguyn tc c bn trong qun tr l: Hiu qu lm vic = f (nng lc * ng c).

SVTH: inh Tng Sn

Lp: 09HQT2

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GVHD: L nh Thi

Do nhim v ca nh qun l l khi ngun ng c v xy dng mt h thng ng vin c hiu qu. Hin nay, tnh trng nhn vin ngh vic ti cng ty A.D.A mt phn, cng xut pht t nguyn nhn ch phc li, khen thng, ng vin cha to c hiu ng i vi nhn vin. Cc nh phn phi i khi cn rt r vi chnh sch chit khu ca cng ty, nu cc i th cnh tranh c mc chit khu hp l hn, cao hn th h sn sng hp tc vi cng ty , iu ny gy nh hng n vic y hng ha ra ngoi th trng, v mc tiu ln hn l bao ph th trng ca cng ty. Gii quyt cho vn ny l cn thit k mt chnh sch chit khu, ng vin ph hp i vi nhn vin v cc i l phn phi. 3.6.2 Bin php c th nhm dng vin khuyn khch nhn vin v cc i l phn phi i vi nhn vin:
Tr lng c bn ti thiu trang tr cuc sng v thng theo doanh s. Cng ty cn cung cp nhng phc li cnh tranh. Lm cho cc nhn vin bn hng cm thy rng cng ty lun h tr h v nh gi cao cc n lc ca h. V d v

gi phc li, bao gm bo him y t, k hoch ngh l, nhng k ngh php hoc ngh m di hn bnh thng.
t ra nhng mc tiu c th c th thc hin c cng l mt ngun ng

vin i vi cc nhn vin v a h n thnh cng. Khng nn p doanh s bn hng qu cao, vt kh nng ca h, nhn vin d nn v bung xui. Cc thnh vin kn phn phi Chnh sch chit khu hp l, ty thuc vo doanh s mi thng, i l c phn loi thnh cc nhm i l khc nhau, mi nhm i l s c hng chit khu khc nhau. Chit khu ca tng nhm i l c th thay i theo tng thi im. Tt c cc i l s c thng bo trong trng hp thay i chnh sch chit khu. Phn cc i l theo cc nhm d dng hn vic p dng mc chit khu: + Nhm i l A: Nhm i l c chit khu thp nht. Cc ti khon i l mi ng k s c xp vo nhm ny. + Nhm i l B: C mc chit khu cao hn nhm A v thp hn nhm C
SVTH: inh Tng Sn Lp: 09HQT2

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GVHD: L nh Thi

+ Nhm i l C: Nhm i l c chit khu cao hn nhm B v A + Nhm i l D: Nhm i l k hp ng lm nh phn phi vi cng ty A.D.A. i l thuc nhm D s c hng chit khu theo tha thun vi A.D.A. - Ngoi ra cng ty c th p dng chnh sch chit khu theo nh mc nh sau: + Tng gi tr cng dn t 20 triu n 50 triu s c chit khu trc tip 5% vo n gi. + Tng gi tr cng dn t ln hn 50 triu n 80 triu s c chit khu thm 3% na vo n gi. + Tng gi tr cng dn t ln hn 80 triu n 550 triu ng s c chit khu thm 2% na vo n gi. + Tng gi tr cng dn t ln hn 550 triu n 995 triu ng s c chit khu thm 1% na vo n gi. + Tng gi tr cng dn t ln hn 995 triu n 1025 triu ng s c chit khu thm 1% na vo n gi. + Tng gi tr cng dn ln hn 1025 triu ng s c p dng chnh sch chit khu vnh vin l 15% n gi. Thc hin khuyn khch theo s lng sn phm i vi cc ca hng, i l, khi cc ca hng va c chi ph vn chuyn gim va c doanh thu cao, li nhun ln. Hnh thc khuyn khch theo s lng sn phm rt thun li cho cng ty khi thit lp h thng knh phn phi vng ngoi thnh ni m ngi tiu dng c nhu cu i vi sn phm c gi thp, v n m nhn c li ch ca h. 3.6.3 nh gi kt qu t c sau khi thc hin gii php Gii php v ng vin nhn vin bn hng cng nh cc i l bng cc chnh sch ti chnh, lng thng, chit khu l mt gii php thit thc v c nh hng ln n chnh sch nhn s ca cng ty. Kt qu m cng ty c c l nhn vin vin s hng hi lm vic hn, nhn vin khng bn tm vo cc khon chi tr trong cuc sng, v mc lng s gip h gii quyt vn ny. Nh m doanh s bn hng cng tng ln. Bn cnh qua vic khen thng ng vin cng gip Gim c bn hng c th nh gi phn no nhng n lc, kt qu thc hin ca nhn vin bn hng. Qu trnh nh gi thc hin c to nn mt h thng kim sot qun tr bao gm thit lp cc mc tiu thc hin, so snh kt qu nhn vin bn hng t c vi
SVTH: inh Tng Sn Lp: 09HQT2

Lun vn tt nghip

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GVHD: L nh Thi

cc mc tiu ra, thng hay a ra cc bin php ci thin i vi nhn vin bn hng, cng l c s cho Gim c bn hng trong cc quyt nh nh tnh lng, thung, tng lng, bt, cch chc, sa thi. Chnh sch ng vin khen thng cng to ra tnh cnh tranh trong cng vic, hoc gia cc i l. iu ny gip y doanh s ln, tng li nhun, to v th cnh tranh trn th trng. Gii php ny cng gip cng ty gi chn c nhn vin gii, to mc cng bng vi nhng cng hin ca nhn vin, ngoi ra cn pht trin thm s lng cc nh phn phi, i l, tin ti mc tiu xa hn, chim lnh th phn. 3.7 Mt s kin ngh i vi B Giao Thng Vn Ti 3.7.1 C s ca kin ngh Theo quy nh ca Ngh nh 91/2009/N-CP ca Chnh ph, k t ngy 1-72011, xe khch chy tuyn trn 500km, xe container, xe du lch phi lp t thit b gim st hnh trnh (GSHT) nu khng s b x pht theo quy nh. Nhng do chm ch trong cng tc chun b cng nh cc vn bn hng dn, tiu chun v cc thit b GSHTT ca B, nn cc doanh nghip (DN) vn ti vn bi ri trong vic lp t thit b cho phng tin ca mnh. Do , to iu kin thun li cho cc DN trong vic lp t thit b GSHT, mi y, Chnh ph ban hnh Ngh nh 33/2011/N-CP cho php li thi hn x pht n ngy 1-7-2013. Tuy nhin, nhiu kin cho rng, gii php ny vn cha kh thi. V theo ngh nh ny mc d li thi gian x pht, nhng cc DN vn ti vn phi lp t thit b ny, bn cnh vi ngh nh 91/2009/N-CP, (im g khon 1 iu 19) quy nh: doanh nghip mun c cp giy php kinh doanh vn ti th trong h s xin cp php phi c hp ng v bin bn nghim thu vic gn thit b hnh trnh. Thc t, iu ny khng ch nh cc doanh nghip vn ti m cn lm kh c cc doanh nghip kinh doanh, lp t thit b nh v GSHT m in hnh y l cng ty A.D.A, v hin nay B giao thng vn ti (GTVT) cha cng b tn sn phm t chun theo quy nh, hoc cha c vn bn hng dn c th, chi tit v cc tiu chun cho thit b GSHT ca B, hoc cc quy trnh ng k th nghim thit b ny cho ph hp vi quy chun theo ngh nh 91/2009. C bao nhiu B, ngnh kh nng kim nghim thit b GSHT, v c quyn cp giy php chng nhn hp quy cho

SVTH: inh Tng Sn

Lp: 09HQT2

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GVHD: L nh Thi

thit b.. c sn phm hp en hp quy, v cc doanh nghip Vn ti cng khng bit phi mua ca ai, sn phm no lp vo cho kp thi hn m B a ra. R rng, trong hon cnh hin nay, cc quy nh ny l rt kh trin khai mt cch ng b, c vi doanh nghip kinh doanh vn ti v cc cng ty kinh doanh thit b nh v GSHT. 3.7.2 Cc kin ngh c th i vi B Giao Thng Vn Ti 1. B GTVT cn ban hnh cc quy chun kim nh, cc doanh nhip sn xut, kinh doanh trong lnh vc ny ng k th nghim thit m bo tnh hp chun. 2. B GTVT cn ban hnh cc vn bn lin quan hng dn trin khai thit b gim st hnh trnh ca xe t, bao gm quy chun k thut quc gia, (ti Vit Nam). 3. B GTVT phi ch nh r Trung tm no, thuc B no c thc hin o, th nghim thit b gim st hnh trnh ca xe t cng b hp quy chun v cp giy chng nhn. 3.7.3 Kt qu t c. Khi cc kin ngh c chp thun, th vic lp t thit b GSHT s c trin khai ng b, doanh nghip vn ti s khng phi cc vng mc t pha quy nh ca ngh nh Ngh nh 91/2009/N-CP. Cc doanh nghip sn xut kinh doanh cng s nhanh chng a nhng sn phm c kim nh t tiu chun s c mt trn th trng, hot ng kinh doanh s thun li hn, v mt iu na n cng gp phn gim thiu tai nn giao thng.

KT LUN CHNG III

Ti mi mt thi im, th cc doanh nghip lun c nhng bin ng nht nh, cch gii quyt cc vn trong giai on ny cn thn trng v thc hin tng bc, khng th nn nng i hi c kt qu ngay c. Trong phm vi hn
SVTH: inh Tng Sn Lp: 09HQT2

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GVHD: L nh Thi

ch ca ti, ngi vit xin a ra mt s gii php ban u ci thin mt s vn trong cng tc qun tr bn hng ti cng ty A.D.A phc v cho mc tiu pht trin ca cng ty trong thi gian khong 3 n 5 nm ti. Cc kin a ra ch yu iu chnh cc bt cp v h thng phn phi, ci t lc lng bn hng, cng tc qun l nhn vin, linh ng cc hnh thc bn hng cho ph hp vi xu hng ca th trng. Trong cng tc bn hng khng phi bt c cng ty no c th d dng t c thnh cng, pht trin bn vng, nu khng nhn thc r c tm quan trng ca hot ng qun tr bn hng.

SVTH: inh Tng Sn

Lp: 09HQT2

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GVHD: L nh Thi

KT LUN
Qun tr bn hng l mt phn ca hot ng kinh doanh si ng v c tnh c nhn cao. Vi t cht v nhng k nng thch hp, bt k ai cng c th nhanh chng t c nhng mc tiu c nhn cng nh nhng thnh t v ti chnh thng qua ngh nghip bn hng v qun tr bn hng. Hot ng qun tr bn hng lun khng th tch ri gia con ngi vi t chc, doanh nghip vi mi trng kinh doanh. S phi hp nhp nhng gia cc phng nh phng nhn s, phng k ton, b phn sn xut... vi phng kinh doanh s lm tng kh nng cung ng hng ha dch v ca doanh nghip. Bn cnh , ngay trong ni b phng kinh doanh, vic thit lp mc tiu, hoch nh chnh sch, xy dng v qun l, gim st lc lng nhn vin bn hng phi c trin khai ng b vi s hp tc nhun nhuyn gia cp qun l v nhn vin l yu cu v cng quan trng i vi doanh nghip. Qua bi kha lun tt nghip ny, em c c hi hiu bit thm nhiu kin thc v qun tr bn hng, mt chng ng m u y th v v c kh nhiu thng tin b ch cn nm bt. Ni dung trong bi vit c th tm lc nh sau:
Chng I cc khi nim c bn trong hot ng qun tr bn hng

- Qun tr bn hng l hot ng qun tr ca nhng ngi thuc lc lng bn hng. Hot ng ny bao gm cc cng vic nh xc nh mc tiu, hoch nh chnh sch, thit k v trin khai chin lc kinh doanh, xy dng v qun l i ng bn hng. - Mc tiu chnh ca qun tr bn hng l con ngi v li nhun. - Cn c vo chc nng, lc lng bn hng ca cng ty gm: lc lng bn trong v lc lng bn ngoi, i l theo hp ng v lc lng hn hp. - Mng li phn phi. Chng II, thc trng cng tc qun tr bn hng ti cng ty A.D.A, Chng III l cc gii php v kin ngh: - Tng thi gian hu ch: tng thi gian lm vic, gim thi gian qun l hnh chnh hay gim thi gian i li gia nhng khch hng.

SVTH: inh Tng Sn

Lp: 09HQT2

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GVHD: L nh Thi

- To ra nhng n lc hiu qu hn: to ra nhng n lc tt nht, phn loi khch hng theo ABC, phng php u t. - Hon thin knh phn phi, lc lng bn hng. - T ng ha bn hng vi s h tr ca cc chng trnh, phn mm qun l. - Kin ngh B Giao Thng Vn Ti v ban hnh cc vn bn hng dn, quy nh tiu chun i vi thit b nh v GPS. Hin nay Vit Nam tham gia vo t chc thng mi th gii (WTO). Cng ty
A.D.A hot ng ti th trng ni chung v trong vic qun l bn hng ni ring lun chu s tc ng ca cc yu t thuc mi trng v m. Bn cnh , mi trng vi m ca cng ty cng cn phi c t chc v qun l sao cho hiu qu v thch ng nhy

bn nht vi cc thay i t bn ngoi, bn cnh cc doanh nghip va v nh nh A.D.A phi nm r cc quy nh php l c lin quan, ci tin nng lc ca i ng bn hng v c cu t chc tng sc cnh tranh trn th trng. y chnh l hot ng qun tr bn hng trong ci nhn tng th nht. Do hn ch v mt trnh v thiu kinh nghim thc t, hn na do cha c nhiu thng tin ng khi phn tch, do nhng nh gi trong chuyn c th cha tht st thc, cn mang tnh ch quan, cc gii php a ra cha chc l ti u. V vy em rt mong nhn c s ng gp, b sung t pha qu thy/c, cc anh/ch phng Kinh doanh; K ton; Marketing Cng ty TNHH Asian Dragon v cng ton th cc bn quan tm ti vn ny, bi vit hon thin hn. Em xin chn thnh cm n Thy gio Th.S L nh Thi tn tnh hng dn em hon thnh chuyn ny. Ngy 30 thng 10 nm 2011 Sinh Vin

inh Tng Sn

SVTH: inh Tng Sn

Lp: 09HQT2

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GVHD: L nh Thi

DANH MC TI LIU THAM KHO

Vn bn php lut:
Theo Ngh nh s 91/2009/N-CP ngy 21/10/2009 ca B Giao Thng

Vn Ti v kinh doanh v iu kin kinh doanh vn ti bng xe t. Gio trnh tham kho: Phm Th Thu Phng (1995), Nghip v v qun tr bn hng, NXB Thng k. James M. Comer (2002), Qun tr bn hng, L Th Hip Thng v Nguyn Vit Quyn bin dch, NXB Tp. H Ch Minh. Robert J. Calvin (2004), Ngh thut qun tr bn hng, Phan Thng bin dch, NXB Thng K. Philip Kotler (2000), Nhng nguyn l tip th , Hunh Vn Thanh bin dch, NXB Thng k. Douglas J.Dalrymple William L.Cron Thomas E. Decarlo (2001), Sales Management, Seventh Edition, John Willey & Sons. Mt s ti liu khc: Bo Hi (2010), Cuc cnh tranh gia 3G v ADSL, http//:www.vnMedia. Chu Khi (2011), C hi pht trin th trng thit b nh v GPS , http//:www.VnEconomy. Tn Tht Hi v H Th Thy Dng (2009), Qun tr bn hng, ti liu ging dy, lu hnh ni b i Hc M Tp. HCM.

SVTH: inh Tng Sn

Lp: 09HQT2