LI M U

t lu, ti c ham mun, kht khao lm kinh doanh. Hot ng kinh

doanh m ti mun hng ti l trong lnh vc kinh doanh thng mi, dch v
vi mc ch: hot ng kinh doanh phi em li phc li cho x hi, gp
phn nng cao sc kho cho nhiu ngi. Hot ng kinh doanh vn phi c li,
t nht cng trang tri cho cuc sng hng ngy v mt phn tch lu cho
bn thn. V vy, ti quyt nh trin khai xy dng v thc hin d n
Cng ty rau sch. Ti s m mt cng ty chuyn bn cc loi rau sch nhm
mc ch cung cp cho ngi tiu dng sn phm rau sch c cht lng cao
vi nng lc phc v cao nht trn tinh thn tt c v khch hng, v sc kho
ngi tiu dng.

Nhiu ngi ngh rng, m mt cng ty rt kh. Nhng vi mt tr kin

nh ti quyt tm xy dng k hoch khi s cng ty TNHH Hip Li chuyn
cung cp cc sn phm rau sch nhm phc v nhu cu an ton thc phm ca
khch hng. Ti s tp trung vo vic to dng nim tin cht lng, lm cho
khch hng an tm v tin dng sn phm rau ca ca hng. Trn c s hnh nh
Hip Li to dng c. Nu iu kin thun li, ti cn mun v s
thnh lp mt h thng cc ca hng rau sch trn khp a bn Tnh Kin
Giang p ng tt hn nhu cu rau sch ca nhn dn.
Ti mong mun v hy vng nhn c s quan tm, nh gi v s gip
ca thy c gio v bn c.

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 1. Tm tt tng kinh doanh

Hin nay nguy c n t ba n hng ngy do dng phi rau khng sch, rau
c hm lng ho cht, c t cao ang e do sc kho, tnh mng con ngi. Th
trng rau sch Kin Giang ang rt bc xc. Xut pht t thc t , chng ti
mun thnh lp cng ty mang tn "HIP LI" chuyn cung ng cc loi rau sch,
rau an ton vi hy vng gp phn bo v sc kho ca ngi tiu dng.

2. Phn tch SWOT

a. im mnh

- Thnh vin sng lp c quan h tt vi cc nh hng, ca hng cm bnh dn trn

a bn thnh ph m bo c u ra cho sn phm

- Cch thc cung ng sn phm mi m

- Quy trnh sn xut ca sn phm rau sch tng i n gin ,c th d dng k

hp ng bao tiu sn phm m bo ngun cung cho doanh nghip

- i ng nhn vin tr tn tm vi cng vic v y tnh sng to

b.im yu:

- Do cng ty mi thnh lp nn cha gy dng c lng tin vi khch hng

- i ng nhn vin cn tr nn thiu kinh nghim qun l

- Kh qun l c qu trnh trng rau ca cc h dn k hp ng bao tiu sn

phm.

- Cng ty ch khai thc th trng ni a nn hn ch v knh phn phi

- Do cng ty mi thnh lp nn cha c lng khch hng trung thnh v thng

xuyn.

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c. C hi

- Nh nc ang to iu kin cho vic pht trng cc cng chuyn canh rau sch
iu ny ng ngha vi vic thun li cho ngi dn trng rau sch v thun li
vic pht trin cc vng chuyn canh rau sch ca cng ty lp nn sau ny.

- iu kin kinh t ngy cng pht trin, ngi dn s d dng chp nhn mc gi
ca cc sn phm rau sch cng ty sn xut ra.

d. Nguy c

Sau khi d n hot ng thnh cng, cc i th cnh tranh c th bt chc sn

phm, hot ngca ca hng s to nn s cnh tranh quyt lit.

3. Gii thiu v m hnh doanh nghip c thnh lp

a. Hnh thc php l

Sau khi nghin cu lut doanh nghip v c s t vn ca cc chuyn

gia kinh t, chng ti quyt nh chn m hnh doanh nghip l cng ty
Trch Nhim Hu Hn 2 thnh vin tr ln tin hnh hot ng sn xut
kinh doanh vi tn gi: Cng ty TNHH Hip Li.

b. Quy m d n

Tr s giao dch:126B KP Vnh Vin P.Vnh Hip TP.Rch Gi Kin

Giang
Lnh vc kinh doanh: sn xut v thng mi
Sn phm kinh doanh: rau sch
Quy m nhn lc trong nm u hot ng:
- Qun l nhn vin: 5 ngi
- Nhn vin :14 ngi
Quy m vn ban u: 1.600.000.000 ( ng)

4. Cu trc ngnh hng rau thnh ph

S a dng th trng tiu th cng nh ngun cung ng l mt
trong nhng yu t to ra s a dng cc tc nhn tham gia

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cng nh cc knh tiu th. S a dng ny c th hin qua s
ngnh hng sau:
S 1: Ngnh hng rau Thnh ph

Nng dn Hp tc x
Sn phm
t cc
tnh khc

Thu gom Cng ty s

ch

Ch bun Ch bun Xut khu

ng di a phng

Bn l

Siu th Tiu dng Nh hng, KS

5. K hoch Marketing/ bn hng

5.1 Sn phm v dch v

Thng qua iu kin t nhin- a l v kh hu, sn phm RAT(rau an ton) c

trng v bo qun vi nhiu chng loi. Nc ta c kh hu nhit i gi ma v
th rau tng trng rt tt. Trng rau da trn hai ma v chnh: ng- xun, H-
thu. Di y l danh sch mt s loi rau chnh ca cng ty chng ti:

V H THU V NG XUN

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 Rau mung Bp ci

Rau ngt Sp l xanh

Rau mng ti Sp l trng

Rau ci ngt Ci ngt

Rau thm Ci tho

Rau ay Ci cc

Hnh Ci chp

Mp Su ho

B ao X lch

C chua Rau dip

Rau ci ng Rau mung

Da chut C chua

Mp ng Da chut

Su su Mp ng

B ao

Ci ng

Su su

Cn ty lt

Rau thm

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5.2 Gi c

T khi Vit Nam gia nhp WTO ,c s cnh tranh can thip ca cc doanh
nghip nc ngoi, th vn v gi c lun dc cc doanh nghip quan tm ch
trng. Cng ty kinh doanh mt hng l rau sch, mt sn phm lun c mc cu v
cung rt l ln. Cc cng ty cnh tranh lun tm mi cch chim lnh th trng.
V th cng ty chng ti lun cao cht lng v gi c ln hng u. Cng ty
tin hnh xc nh gi c thng qua chi ph sn xut v gi bn trn th trng

Ngoi ra cng ty quan tm n chit khu bn hng linh hot nhm to c s

hp dn cng nh cnh tranh gia cc trung gian phn phi sn phm: tng t l
chit khu trn doanh thu bn hng hay tng t l chit khu ti cc th trng mi.

Bng gi mt s loi rau c qu ca cng ty :

n v : nghn ng
Cc loi rau Gi Cc loi c qu Gi
L xanh 12/cy Su su qu 12/kg
Mng ti 12/ti Gng ti 40/kg
Rau ngt 10/ti u cove 30/kg
Bp ci 10/cy Khoai ty 17/kg
Ci ngng 10/cy C rt 15/kg
Dn 15/ti C ci 9/kg
L trng 10/cy Da chut 11/kg
Cn ta 18/ti Mp 17/kg
X lch xon 35/ti B ng 15/kg
Da b mui 12/ti C chua 12/kg

5.3 Knh phn phi

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 i vi nhng sn phm l rau (mt sn phm d hng ,khng gi c lu v
d dp nt )th cng ty phi xc nh knh phn phi cng ngn cng tt.Chin
lc bn hng thng qua cc knh phn phi ca cng ty c thc hin di hnh
thc :knh phn phi 1 cp .i vi loi knh phn phi.Th rau an ton c a
t ni sn xut n tay ngi tiu dng thng qua cc siu th v qua cc ca hng
bn rau an ton

Cc trung gian ny s hng hoa hng tnh bng % doanh thu bn hng v s
chu trch nhim qun l trc tip sn phm ca cng ty . H thng phn phi ca
cng ty s c thit lp di hnh thc knh 1cp .

Cc siu th v ca hng s nhp rau an ton ca cng ty trn a bn thnh ph

Rch Gi vi quy m c th sau

Cng ty TNHH Hip Li

H thng cc siu th ca hng rau sch

Ngi tiu dng rau an sch trn a bn thnh ph Rch Gi

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5.4 Qung co v xc tin bn

a. Chin lc kinh doanh

Theo kt qu iu tra cho thy: Nhu cu rau sch ca th trng d n l rt ln.

Ngi mua sn sng chi tr tin t gp i mua rau nu nh h tin rng l
rau sch. Nh vy gi c y khng phi l yu t quan trng nht quyt nh
v cu rau sch hay cu v rau sch t nhy cm vi gi. Vn ct yu quyt nh
cu rau sch l cht lng rau v lm cho ngi tiu dng bit v tin tng v rau
h mua l rau sch.

lm cho khch hng tin tng rau ca ca hng l rau sch, Ti tp trung
vo nhng bin php tc ng ti tm l v trc quan ca khch hng. Ti thc
hin chin lc kinh doanh: Khc bit ho so vi i th cnh tranh. Trong chin
lc ny ti s to ra s khc bit v ni bt ca ca hng so vi i th cnh tranh
trn cc mt sau:

- Bao gi, nhn mc sn phm.

- Cht lng phc v mang tnh chuyn nghip.
- Bn hng, c bit hin nay i th cnh tranh cha c dch v bn rau
qua in thoi, a rau ti tn nh. Ti s m dch v ny p ng tt
hn nhu cu ca khch hng.
- Dch v km theo bn hng.
S khc bit ho v sn phm s c trnh by chi tit phn k hoch
kinh doanh.
Tn ch kinh doanh ca ca hng l: Hip Li rau sch cho mi nh.

Vi tn ch kinh doanh ny ca hng Rau Xanh mun cao ngi tiu dng,
mun to s tin tng v gn gi vi mi nh. ng thi n cng th hin quan
im ca ca hng: Uy tn v cht lng l hai yu t quan trng nht trong s

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thnh cng ca ti. Trong tng lai ti mun thnh lp h thng cc ca hng bn
rau sch Kin Giang, mun cung ng trc tip phn ln rau sch cho mi ngi
tiu dng Kin Giang.

b. K hoch qung co

Bt c mt sn phm no, d bnh dn hay t tin th chin lc qung co vn

lun lun cn thit i vi doanh nghip. Qung co c ngha rt quan trng: gii
thiu sn phm ca cng ty ti tay ngi tiu dng, tuyn truyn nhng u vit ca
sn phm v cht lng, gi c. Qung co s c thc hin da vo nhng yu
t nh:giai on pht trin ca d n, kh nng chi ph, c im ca khch hng

giai on u ,chng ti s qung co thng qua pano, p phch ti cc siu th

v cc ca hng bn rau sch cho cng ty.

Khi d n pht trin chng ti s qung co thng qua cc phng tin khc
nh:

* i pht thanh

* Cc chng trnh mua sm tiu dng trn Tivi

* Bo ch: ch yu l cc bo lin quan n vn an ton, v sinh, sc khe cng

ng

* Ngoi ra khi pht trin cng ty s xy dng trang web ring ca cng ty va
gii thiu sn phm ca cng ty cho ngi tiu dng!

c. K hoch khuyn mi

Ty vo tng giai on pht trin lng tiu th ca d n, cng ty s a ra

cc chng trnh khuyn mi khc nhau. V d nh: i vi nhng trung gian

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quan h hp tc lu di thng xuyn (mua sn phm vi s lng ln v thng
xuyn), s chit khu vi gi u i v min ph cc chi ph ngoi sn xut. i
vi nhng mi lm n mi , chng ti s u i mc i ng v s lng cng nh
cht lng sn phm.

d. K hoch quan h cng chng

Duy tr quan h tt p vi nhng mi lm n sn c v xy dng thm hnh

tng ca cng ty thng qua quan h vi bo ch truyn thng cng nh cc
phng tin thng tin i chng.

Lp k hoch t chc cc chng trnh gii thiu sn phm trong cc hi ch

m thc. T chc cc cuc phng vn bng cc hnh thc khc nhau thm d
kin khch hng, th trng cng nh cc kin ca i th cnh tranh.

T chc cc cuc hp thng nin vi s tham gia ca i tc lm n cng nh

cc i l phn phi ca cng ty, to s thn mt, quan tm v chng t tm quan
trng ca h i vi doanh nghip.

Xy dng cc mi quan h vi nhn dn ,chnh quyn a phng trnh

nhng mu thun xung t. Tham gia cc chng trnh kinh t x hi ti da
phng, ng gp cng sc vo cng cuc pht trin kinh t trong vng.

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e. Xc tin bn

S cc cp cu thnh sn phm ca ca hng Rau Xanh:

Cht lng Bao gi

phc v

Sn
phm
Rau

By bn Chng nhn

sn phm Cht lng

Bin php bn hng ca ca hng Rau Xanh tp trung vo lm cho khch hng:

Cha bit Bit Mun mua Mua Tin tng Mua thng
By bn Chng nhn
xuyn
sn phm Cht lng

Do rau sch nhn b ngoi rt kh phn bit vi rau thng, thm ch rau thng,
rau khng sch c phun thuc ho cht nhiu trng cn ti ngon hn rau sch.
Qua nghin cu th trng chng ti thy iu sng cn vi ca hng Rau Xanh
cng nh i vi cc ca hng bn rau sch khc, xt t gi tr cm nhn ca ng
tiu dng li l cp th II v III ca sn phm. y l im yu nht m i
thu cnh tranh cha lm c. Cc ca hng rau sch mua c rau sch (cp I)
ch c ngha i vi ca hng m thi, cn lm cho khch hng bit, hiu, tin

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mua rau ca ca hng hay khng li l vic khc m n hu nh ph thuc vo cp
II , III.

im ni bt v cng l sc cnh tranh ln nht quyt nh s thnh cng

ca ca hng Rau Xanh tp trung vo cp II, III.

Cc bin php tiu th sn phm, marketing, nhn s s tp trung vo im

mu cht thnh cng ny.

Theo nh kt qu iu tra th c ti 87,36% ngi c hi s mua rau nu

tin l rau sch v sn sng tr gi gp 1,5-2 ln c tiu dng rau sch. Do vy
iu quan trng nht l lm cho khch hng tin rau bn ca hng l rau sch.
Trong k hoch tiu th sn phm chng ti s tin hnh mt lot cc bin php,
cch thc thuyt phc, chng minh cho khch hng thy rau ca hng l an
ton cho sc kho.
V bao gi, bao b, nhn hiu sn phm:
Tt c sn phm rau s c ng gi bng ti nilon ng kn. Trn bao b s c
nhng thng tin cung cp cho ngi tiu dng sau:

- V tnh cht thng hiu ca sn phm:

+ Ch o gim st sn phm: Chi cc bo v thc vt Kin Giang.

+ Quy trnh sn xut rau.

+ Ni sn xut sn phm.

+ Ca hng bn.

- Rau c ng gi vi cc mc khi lng khc nhau (300g, 500g,

800g/gi) ngi tiu dng tu chn.
- V c im sn phm:

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Sn phm c hnh thnh v ch o gim st bi cc bn: C quan ch o gim
st (Chi cc bo v thc vt Kin Giang); ngi sn xut v nh phn phi.

V chng nhn cht lng sn phm

+ Trong mi ti rau c km theo mt t tem c ghi: tn mt hng, ngy thu
hoch, hn s dng. trch vic lm hng gi, t tem ny s c ng du
ca Hp tc x Phng Vnh Hip.

+ cho ngi tiu dng tht s tin rau ca ca hng c ly ni sn xut

c uy tn cht lng, trn mi sn phm c km theo bn sao cng nhn sn phm
t tiu chun sinh an ton thc phm.

Trong thi gian u hot ng c th c nhiu ngi cn nghi ngi v cht

lng rau ca ca hng Ti s mi cn b ca Chi cc bo v thc vt Kin Giang,
t chc bo v ngi tiu dng ti kim tra sn phm rau ca ca hng rau vo
nhng lc khch hng mua rau nhiu.

Vic by bn sn phm
Vic by bn sn phm rau rt quan trng, c ca hng cng ty c bit ch
.

Rau c by bn trn h thng gi ng rau ba tng, rau c phn loi. V

d: Rau ci xoong, ci canh, ci ng d, ci tm c xp cng mt ngn
ngi tiu dng d tm, d la chn. H thng cc dn ng rau s c xp
theo hnh ch U, nhn t ngoi vo, gia by bn cc loi rau c, rau thm,
rau sng

Cch thc bn hng

Cng ty c hai hnh thc bn hng:

+ Trc tip ti ca hng (y l hnh thc chnh)

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 + Bn hng qua in thoi

Nhiu h gia nh khng n ca hng rau mua c, ca hng Rau Xanh sn

sng mang n tn ni theo yu cu ca khch hng vi chi ph tng thm 500
cho mt ln. y l mt im rt mi, c o, ring c ca ca hng.

Chng ti s c gng lm cho khch hng vo mua rau c cm gic mi th

u sch, phc v nhit tnh nht.

Ca hng s c bng bo gi sn phm theo tng ngy.

Khch hng n ca hng s c nhng nhn vin bn hng tr trung, nhit

tnh gii thiu nhng iu mi l v cc loi rau: c im, cng dng, dinh
dng, nhng bi thuc dn gian v mt loi rau n hng ngy c th lm thuc
cha bnh m c th t ngi bit n.

Khch hng vo mua rau d t hay nhiu u c bc gi sn phm cn thn v

c gii thiu cc thng tin v sn phm.

6. K hoch sn xut

6.1 Ngun cung ng rau sch

Ca hng Rau Xanh chuyn kinh doanh cc sn phm rau sch. V vy vic
la chn nh cung cp rau sch, c uy tn v cht lng trn th trng l vn
ht sc quan trng, c ti dnh nhiu thi gian v cng sc tm hiu v
chn la. Qua iu tra thc t ti chn ra c Hp tc x rau an ton Vnh
Hip, Gic Tng, Mong Th lm nh cung ng, v:

+ Rau ca Hp tc x ny rt c uy tn v ni ting trn th trng.

+ Hp tc x ny c th cung cp khi lng rau ln, a dng v n nh.

+ Theo hp ng hai bn s k kt. Bn cung cp rau an ton phi m bo

cht lng rau an ton cho ca hang v phi chu trch nhim hon ton, phi bi
thng hon ton kinh ph cu cha cho ngi dng rau ca cc hp tc x ny
b ng c.

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6.2 S quy trnh thu mua rau sch

Nhn vin thu mua

Ni cung cp rau

Kim nh cht lng

ng gi sn phm

H thng ca hng siu th

Gii thch quy trnh

- Nhn vin thu mua ca cng ty n cc cnh ng cng ty k hp
ng bao tiu sn phm Hp tc x ly mu cc sn phm rau i
kim tra cht lng
- Cc sn phm khng tiu chun s c tr li ni cung cp
- Cc sn phm tiu chun s mang i ng gi
- Kh cc sn phm c ng gi v cc tiu chun k thut s
c chuyn n h thng cc ca hng v siu th cng ty ca cng
hoc i tc m cng ty k kt bng xe c h thng bo qun ng
lnh

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7. K hoch nhn s

7.1 S c cu t chc

Ban Gim c

Phng Ti Chnh Phng Kinh Phng Sn

K Ton Doanh Xut

7.2. Chc nng v nhim v ca cc b phn

a. Ban gim c

- Ban gim c s c trch nhim qun l v iu hnh cc hot ng kinh

doanh hng ngy ca cng ty. Ban gim c d n s bao gm: mt gim c
d n, mt k ton kim th qu.

Gim c iu hnh: trch nhim qun l v iu hnh cc hot ng kinh

doanh.

Gim c ti chnh : Ln s sch chng t, ngn sch ca cng ty.

- Ban gim c cng ty: S c trch nhim i vi cc vn sau y di s

ch o y quyn v gim st ton b ca ch u t:

m bo rng d n v cc nhn vin ca cng ty tun th tt c cc lut v

quy nh c lin quan ca chnh quyn a phng cng nh ca nh nc.

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 m bo rng hot ng hng ngy ca cng ty dc thc hin ph hp vi
ch th, k hoch ngn sch, trnh t chnh sch v ngh quyt do ch u t
ra.

Bo co kt qu kinh doanh ca cng ty cho ch u t

b. Cc b phn chc nng

Di quyn qun l iu hnh ca ban gim c l cc b phn chc nng sau:

* B phn ti chnh k ton ( 1 ngi)

- Chu trch nhim cc hot ng lin quan ti k ton, thng k v qun l

hot ng ti chnh ca cng ty.

- Chu trch nhim thc hin cc cng vic hnh chnh, quan h vi cc c
quan c thm quyn a phng.

* B phn kinh doanh( 10 ngi - bao gm 1 trng b phn kinh doanh, v

9 nhn vin bn hng)

- Thc hin nhng giao dch vi khch hng, marketing, bo tr bo dng

cc c s vt cht, cc hot ng vn phng, bo v an ton ti sn.

- Chu trch nhim c lin quan ti cung ng vt t, hng ha, vt phm s

dng v tiu th ca cng ty.

* B phn sn xut( 5 ngi- bao gm 2 nhn vin thu mua vn chuyn sn

phm v 3 nhn vin iu khin dy chuyn ng gi sn phm

- Chu trch nhim trong qu trnh sn xut, thu gom vn chuyn sn phm

7.3. D kin tin lng cho nhn vin

* Ban gim c

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- Gim c iu hnh : 15 triu ng/ thng

-Gim c ti chnh: 15 triu ng/ thng

* Phng k ton

- K ton : 6 triu ng/ thng

* B phn kinh doanh

-Trng phng kinh doanh : 6 triu ng/thng

-Nhn vin kinh doanh: 4 triu ng/ thng

* Phng sn xut(6 ngi)

- Trng phng sn xut : 6 triu ng/ thng

- Nhn vin thu gom (2ngi): 4 triu ng/ thng

-Nhn vin ng gi sn phm (3 ngi): 5 triu ng/ thng

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 Kt lun
D n khi nghip cng ty c phn sn xut kinh doanh rau sch chuyn
cung ng cc loi rau sch l ph hp vi iu kin thc t. Mi ngi, mi gia
nh v ton th x hi lun cn c rau sch: Mn n hng ngy khng th thiu
trong mi ba n ca ngi Vit Nam . Vic quan trng nht l ca hng Rau
Xanh hng ti l Tt c v sc kho ca ngi tiu dng theo ng tn ch
ca cng ty t ra l Hip Li- Rau sch cho mi nh. Chng ti tin tng
vo s ng h ca x hi i vi d n v tin vo s thnh cng ca cng ty
TNHH Hip Li.

Mc d c gng xy dng d n, xong do cn thiu kinh nghim v

hn ch v trnh nn d n kh trnh khi thiu st. Ti rt mong nhn c
s nh gi, gp ca c gio v cc bn c d n ny c thc hin v
thnh cng hn

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 MC LC
LI M U............................................................................................................... 1

1. Tm tt tng kinh doanh.......................................................................................... 2

2. Phn tch SWOT....................................................................................................... 2

3. Gii thiu v m hnh doanh nghip c thnh lp.......................................................3

4. Cu trc ngnh hng rau thnh ph...................................................................4

5. K hoch Marketing/ bn hng...................................................................................... 4

5.1 Sn phm v dch v............................................................................................... 4

5.2 Gi c................................................................................................................... 6

5.3 Knh phn phi...................................................................................................... 7

5.4 Qung co v xc tin bn........................................................................................ 8

6. K hoch sn xut..................................................................................................... 14

6.1 Ngun cung ng rau sch.................................................................................. 14

6.2 S quy trnh thu mua rau sch.........................................................................15

7. K hoch nhn s...................................................................................................... 16

7.1 S c cu t chc.............................................................................................. 16

7.2. Chc nng v nhim v ca cc b phn.....................................................................16

a. Ban gim c...................................................................................................... 16

b. Cc b phn chc nng......................................................................................... 17

7.3. D kin tin lng cho nhn vin............................................................................17

Kt lun.................................................................................................................. 19

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