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MC LC

LI M U
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Trong lnh vc sn xut kinh doanh, t trc cho n nay th chin lc kinh doanh lun l yu t sng cn. N quyt nh kh nng tn ti cng nh pht trin ca doanh nghip. Ngy nay khi m xu th hi nhp, s pht trin ca cc yu t sn xut v s hn ch ca cc ngun lc ti nguyn ang gia tng, s cnh tranh gay gt trn th trngi hi cc doanh nghip phi c bc i ng n mi c th tm cho mnh mt ch ng vng chc trn th trng. Vit nam l nc ang pht trin, vi tc tng trng cao so vi cc nc trong khu vc v trn th gii. Vi nhiu u i ln v nhn lc, chnh sch pht trin kinh t nc nh, iu kin t nhin thun li gp phn khng nh cho s pht trin chung ca cc nghnh trong nn kinh t. Mc d vy chng ta phi i mt vi khng t kh khn v vn, trnh khoa hc k thut, trnh qun liu hn ch s pht trin v kh nng cnh tranh ca cc doanh nghip ni a. Tuy nhin, tn dng thun li v hn ch kh khn cc nghnh sn xut ca nc ta c nhng chin lc pht trin ng n, ph hp vi xu th chung trn th gii. M trong s c nghnh Bia ru v nc gii kht, vi tc tng trng bnh qun 2006-2010 hn 10%. Cc doanh nghip sn xut ung nc ta tuy khng mnh nh cc nc khc nhng nhng sn phm cung cp lun tm c v th khng nhng ti trong nc m cn c nc ngoi, cnh tranh ngang ti th trng ni a vi 2 hng ni ting la Cocacola va Pepsi. V mt trong nhng cng ty hng u ti Vit Nam trong lnh vc ny l Cng ty c phn bia ru v nc gii kht Si Gn (Sabeco). cng tm hiu nhng chin lc m cng ty theo ui cng nh s trin khai trong tng lai nhm quyt nh chn Sabeco nghin cu.

PHN I: GII THIU CHUNG V CNG TY

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1.1. Gii thiu v cng ty c phn bia ru v NGK Si Gn. Tn giao dch : Tng Cng ty Bia-Ru-Nc gii kht Si Gn (vit tt SABECO) a ch: S 6 Hai B Trng, Phng Bn Ngh, Qun 1, TP. H Ch Minh in thoi:(08) 3829 4081 Fax:(08) 3829 6856 Email sabeco@sabeco.com.vn Website http://www.sabeco.com.vn 1.1.1. Lch s hnh thnh v qu trnh pht trin Tin thn ca Tng Cng ty Bia Ru Nc gii kht Si Gn trc y l mt Nh my ca t bn Php c xy dng t nhng nm 1875. n thng 6/1977, Nh my c i tn thnh Nh my Bia Si Gn. Nm 1993 Nh my c i tn thnh Cng ty Bia Si Gn v tr thnh mt trong nhng Cng ty c trang thit b hin i nht trong ngnh bia Vit Nam. T nm 1992, vi uy tn trong nc, sn phm bia Si Gn vn ra th trng quc t vi trn 15 quc gia trong chinh phc cc th trng kh tnh: Nht Bn, xtrylia, M, EU, Singapore, HongKong, Vo nm 2000, Cng ty Bia Si Gn l doanh nghip sn xut bia u tin ca Vit Nam t v vt mc sn lng 200 triu lt/nm v tr thnh doanh nghip sn xut bia c quy m ln nht c nc Thng 7/2003, Cng ty Bia Si Gn pht trin ln mnh thnh Tng Cng ty Bia ru Nc gii kht Si Gn v tr thnh doanh nghip hng u trong ngnh sn xut bia Vit Nam. K t 2004, SABECO c nhng thay i c tnh cht bc ngot v thc hin chin lc tng trng nhanh nhm gi vng v th s 1 trn th trng trong nc. SABECO chim khong 35% th phn ni a. Bia Saigon, Bia 333 ngy nay l thng hiu bia s 1 Vit Nam xt v sn lng, doanh thu, kim ngch xut khu, h thng phn phi v uy tn thng hiu.

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Nm 2004 Thnh lp Tng cng ty Bia - Ru - NGK Si Gn SABECO chuyn sang t chc v hot ng theo m hnh Cng ty m - cng ty con theo quyt nh s 37/2004/Q-BCN ca B trng B Cng nghip. u nm 2008 thc hin ngh quyt ca Chnh Ph, SABECO tr thnh Tng cng ty c phn Bia- Ru- NGK Si Gn. Cho ti nay SABECO c 28 cng ty thnh vin v vn khng ngng pht trin ln mnh. 1.1.2. Thnh tch t c trong hn 30 nm xy dng v pht trin L n v dn u ton ngnh hon thnh xut sc nhim v chnh tr vi nng sut, cht lng, hiu qu cao, ng gp vo s pht trin kinh t ca ngnh, a phng v t nc n v hng u trong chnh sch xy dng v pht trin th trng, h thng phn phi trong lnh vc kinh doanh sn phm Bia ca Vit Nam vi sn lng tiu th chim gi trn 35% th phn Thng hiu Bia Si Gn gi vng c uy tn vi khch hng v ngy cng pht trin, xng ng l thng hiu L NIM T HO CA VIT NAM Thu nhp bnh qun nhn vin: 1997 t 3,2 triu ng; nm 2006 t 6,0 triu ng/ngi/thng; tng 187,50% Danh hiu Thng hiu tn nhim" Bia Si Gn trong 22 nm Sn phm Bia Si Gn - Hng Vit Nam cht lng cao, c ngi tiu dng bnh chn lin tc trong 12 nm t 1997, 1998, 1999, 2000, 2001, 2002, 2003, 2004, 2005, 2006, 2007,2008,2009. Sn phm Bia lon 333 t Huy Chng Bc ti cuc thi bnh chn Bia quc t t chc ti AUSTRALIA nm 1999, 2000 v 2001 V gm kh nhiu danh hiu, khen thng c khen tng khc. 1.1.3. Nghnh ngh kinh doanh ca cng ty - Sn xut, mua bn cc loi Bia, Cn- ru, Nc gii kht, cc loi bao b, nhn hiu cho ngnh bia, ru, nc gii kht v lng thc thc phm; Kinh
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doanh vt t, nguyn liu, thit b, ph tng c lin quan n ngnh sn xut bia, ru, nc gii kht, cc loi hng liu, nc ct sn xut Bia, ru, nc gii kht; lng thc, thc phm. - Xut nhp khu cc loi: sn phm bia, ru, nc gii kht, vt t, nguyn liu, thit b, ph tng; hng liu, nc ct sn xut bia, ru, nc gii kht; - Cung cp cc dch v o to, nghin cu, chuyn giao cng ngh, t vn u t, xy lp, sa cha bo tr v ngnh Bia Ru Nc gii kht v lng thc thc phm - Kinh doanh nh hng, khch sn, du lch, trin lm, thng tin, qung co; - u t kinh doanh khu cng nghip; khu dn c, kinh doanh bt ng sn, nh , vn phng cho thu, trung tm thng mi, dch v; - u t kinh doanh ti chnh, ngn hng, chng khon, qu u t, bo him. - Kinh doanh cc ngnh ngh khc theo quy nh ca php lut 1.1.4. C cu t chc

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1.2. S mnh v mc tiu chin lc ca cng ty 1.2.1. S mnh Tri qua hn 30 nm trng thnh v pht trin, n nay cng ty khng nh v th ca mnh trn th trng Vit Nam v dn c ch ng trn th trng th gii. Vi s mnh Xy dng thng hiu bia mang bn sc Vit, coi khch hng l trng tm cho s phn u, t li ch ca cng ty ngi lao ng v i tc ln hng u, tin phong ng dng cng ngh tin tin v tng bc m rng th trng. - i vi khch hng Cng ty hng n vic to ra cc sn phm phc v nhu cu khch hng tp trung vo khch hng n ng l ch yu v trong tui cho php. Nh chng ta nhn thy khi thu nhp tng ln, nhu cu tiu dng cng tng theo tng ng, mt hng bia ru l mt thc ung ph bin trn th gii v hng nm tiu th vi s lng rt ln. Do vy yu cu i sn cht lng sn phm ngy cng cao, v m mang n s tha mn y nht cho khch hngCng v l do y m cng ty xc nh iu ct li u tin l phi phc v tt nht nhu cu ca khch hng, c vy chng ta mi c ng lc pht trin. Bia ru l sn phm cha cn, v n cng c nhiu tc dng cho sc khe v l thc ung c a thch khng ch nam gii m cn n gii. Vit Nam l t nc c nn vn ha phng ng coi trng l nghi, hi hp, tnh cm gia nh b bnnn trong nhng dp y kh c th thiu i mt chum ru nht hay mt ly bia y men nng. Bn cnh thng th ngi tiu dng ch yu ca sn phm ny l n ng, cho nn cng ty t ra vn l tp trung ch yu sn phm cho h nhng trong tui cho php. Tc l tui m bo v c sc khe, c s kim sot khng qu lm dng bia ru, s dng ng mc. - i vi sn phm dch v

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Tp trung ch yu sn xut bia ru v cung cp dch v hon ho nht cho khch hng. Tin thn l mt nh my sn xut bia ru, tri qua qu trnh pht trin lu di cng ty lun khng nh y l mt hng ch yu mng hiu qu cng nh uy tn cho cng ty. V c th khng nh cng ty xy dng c mt th trng rng khp vi h thng phn phi tri di cc min. l nhng tin vng chc gii thch ti sao cng ty li coi n l sn phm ch lc. Ngoi vic sn xut thi cng ty cn tham gia vo vic cung ng my mc, h tr k thutcc vn lin quan n thc phm ung. Cng ty sn sng a n nhng sn phm dch v hon ho phc v mi i tng khch hng. Mang n s hon ho cho khch hng cng chnh l vic cng ty khng nh c mnh khng nh nng lc cng nhu uy tn trong kinh doanh. - i vi th trng Tp trung ch yu ti th trng min nam dn dn pht trin sang cc th trng tim nng khc. Hin nay c kh nhiu cng ty kinh doanh bia ru trn th trng vi nhiu sn phm nhn mc phong ph, t gi c bnh dn n loi cao cp. Vi truyn thng xut pht t min nam, Sabeco nhn nh phi tp trung pht trin th trng ny trc tin, to ch ng vng chc v th phng th cht ch ri mi tm kim v m rng qua cc th trng khc c tim nng c trong v ngoi nc. Nh ta thy min Bc c Habeco, ri cc cng ty khac na cho nn chen chn vo th trng mi lm sao cho c hiu qu l mt bi ton ln m cng ty lun tm cch gii quyt nhm m rng hn na th trng hin ti. - i vi cng ng S dng trang thit b hin i to ra sn phm cht lng cao: ngy nay vi s pht trin nhanh chng ca khoa hc k thut, mt mt n mang li c hi cho cc doanh nghip, mt khc n cng l thch thc ln nu chng ta khng bt kp vi xu th . Yu cu i hi ca khch hng ngy cng cao, tnh cnh tranh trn th trng ngy mt khc lit, chi ph v nng sut phi lm sao mang

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li hiu qu? T tt c nhng yu t cng ty khng ngng quyt tm i mi cng ngh, coi cng ngh l ch da bn vng cho s tn ti v pht trin. - Pht trin sinh li Duy tr mc li nhun n nh v ngy cng gia tng- v li ch nhn vin, khch hng v x hi: Khi a ra mt s mnh nhm gii quyt, nh hng cho cc mc tiu di hn th nhng vn trn c cng ty xem xt rt chu ton. C ngha l mun pht trin th phi sinh li, v mc sinh li th nht tha mn cc c ng ca cng ty, th hai n to ng lc cho vic u t dy chuyn cng ngh mi, ng lc cho ton b nhn vin v ban lnh o cng nhau gp sc v lun tin vo s vng mnh ca cng ty. Bn cnh s pht trin i ln ca cng ty s mang li nhng li ch v cng to ln, t n trong vai tr l ch da hon thnh cc mc tiu khc. Pht trin tc l i ln theo chiu su bng cch xy dng h thng qun l hin i trn ton tng cng ty, biu hin qua vic cng ty s dng m hnh qun l ERP. Ngoi ra cng ty khng ngng thay i v tip cn cng ng ng dng trong sn xut, gim thiu chi ph, gim gy hi n mi trngNh vy khng nhng em li uy tn cho doanh nghip m cn lm hi lng khch hng, hi lng c ng v nhn vingp phn xy dng x hi bng vic to ra nhiu cng n vic lm, chnh sch t thin nhn o - Trit l Khng ngng to ra sn phm mi p ng nhu cu a dng v kh tnh ca khch hng vi cht lng tt nht: vi mt hng ch lc l bia ru th yu cu ny phi m bo thng xuyn. To ra cc sn phm mi chnh l phc v cho li ch tt nht ca khch, v nhu cu lun thay i ca khch hng, to ra cc sn phm khi gi nhu cu tim n. mt doanh nghip no cng vy, anh mun tn ti mun c khch hng tn nhim v ng h th anh phi lun sng to, i mi xem khch hng lm v tr trng tm. l trit l sng cn m cc doanh nghip lun theo ui.
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Vi cht lng tt nht, y l mt trit l ng n nh vo tm l s dng ca ngi tiu dng. l im nhn quan trng nhm thu ht s quan tm ca khch hng, bi l trong tm l ca h nhng ai mang li li ch cao nht cho nhu cu th s c chp nhn. Mc sng cang cao i hi sn phm phc v cho h phi cht lng, m bo sc khe - T nh gi v mnh ui kp i th cnh tranh : hin nay trn th phn ngnh bia ru ca nc ta, Sabeco chim trn 35% l mt cng ty sn xut bia ru hng u nc ta. Mc d c li th nh vy nhng n cng khng trnh khi s cnh tranh khc lit ca cc cng ty khc. Mt s nhn hiu ca nc ngoi nh Heniken, Tiger vn chim lnh th trng ca cc dng bia cao cp. Cn trn khch quan th sn phm ca Sabeco ch yu cho khch hng ph thng. Vn dt ra l lm sao Sabeco snh ngang c vi cc thng hiu bng cc sn phm cao cp ca mnh. Cho nn mc tiu m cng ty lun hng ti l xy dng c thng hiu v gi tr ngang tm vi cc loi . nh gi c nhng kh nng cng nh trnh ca cng ty nhm thy c mt mnh cng nh nhng hn ch ca mnh gip cng ty ui kp i th cnh tranh Nng lc sng to ca i ng nhn vin : Tri qua hn 30 nm hot ng Sabeco xy dng cho mnh mt i ng nhn vin c nng lc, trnh , sng to v nhit tnh trong cng vic. Nng lc sng to c chng minh qua s pht trin v cht lng sn phm, cng cc bc tin di pht trin ca cng ty. Cng ty t tin rng vi i ng nhn lc hin ti, thng xuyn c o to nng cao nng lc, cng ty s c kh nng thc hin c cc mc tiu hin ti v tng lai, nng tm v th ca cng ty ln mt tm cao mi. - S quan tm ca cng ty v cng ng: Chia s trong bo v mi trng: Sabeco lun quan tm ti vn bo v mi trng, trong xu hng ngy nay vn mi trng lun l mi quan tm hng u. Chng ta tng chng kin v x thi ca VEDAN v thy r hu qu ca
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n. Mt doanh nghip v mc ch ti a ha li nhun m nh mt trn vai tr trch nhim ca mnh vi x hi th sm mun g cng b o thi, ngi tiu dng quay lng. Nhn nh r s chi phi ca n ti uy tn thng hiu Sabeco khng ngng ci tin cc h thng x l nc thi, thay i cng ngh, tn dng ti a ph phm gim x thi c hi cho mi trng. Bn cnh cng ty lun xem cc hot ng v mi trng l nhim v thng xuyn, tham gia cc hot ng v mi trngnng cao v th uy tn thng hiu. Phn u v li ch quc gia : Vit nam ang trn ng pht trin, mi c nhn mi doanh nghip phi c trch nhim xy dng t nc vng mnh. Sabeco cng khng ngoi l, cng ty t vai tr pht trin cng chnh l v mc tiu s phng thng cho t nc. Cng ty mnh chng t kinh t trong nc pht trin, thu nhp ngi dn nng cao. t li ch quc gia lm mc tiu phn u, qua khng nh thng hiu. - i vi nhn vin Ch khen thng v o to hp l cung cp mi trng lm vic tt nht: nhn vin l mt thnh phn rt quan trng cho s pht trin ca cng ty. Theo m hnh qun tr ngun nhn lc th yu t ng vin ln nht cho nhn vin l ch lng bng, c hi o to v thng tin. Vi s mnh pht trin lu di th vic gi chn v thu ht nhn ti bng nhng chnh sch hp l, s coi trng nhn vin cua mnh, to mi iu kin tt nht cho h lm vic. 1.2.2. Mc tiu chin lc Trong giai on hin nay, mc tiu m cng ty t ra l : Tp trung gi vng th trng hin ti v pht trin m rng sang Sn xut cc mt hng t cht lng cao, a dng ha mt hng v cc th trng mc tiu khc c trong v ngoi nc. dch v, p ng hu ht nhu cu ca khch hng.

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L cng ty i tin phong lnh vc ng dng cng ngh hin i, quan

tm cht ch n cht lng sn phm v mi trng. Xy dng c cu cng ty tinh gn, trnh qun l hin i, ton din trn ton h thng cng ty. Nh vy thc hin mc tiu t ra, trong giai on ny cng ty a ra cc chin lc nh sau: Chin lc tp trung - gi vng th phn, m rng sang cc th trng tim nng khc trong v ngoi nc. - Cng ty tp trung xy dng hai nh my sn xut chnh ti Si Gn ng Nguyn Ch Thanh v huyn C Chi. - Xy dng cc cng ty con ti cc thnh ph, tnh thnh cc min nh nh my ti Qung Ngi, Ph Yn, nng - M rng hot ng Marketing, gii thiu sn phm n cng chng - Xy dng chnh sch gi v knh phn phi hp l. - Pht trin th trng nc ngoi bng cc knh i l, tham gia cc hi ch quc t. Chin lc sn phm - Qung co gii thiu sn phm mi - Nghin cu pht trin cc sn phm mi - a dng ha cc mt hng - Chin lc v gi, gi gi c n nh t bin ng m bo li ch cho ngi tiu dng v nh phn phi. Chin lc v cng ngh v h thng qun l - Cng ty s dng h thng qun l p dng h thng tch hp cc tiu chun ISO 9001:2008 v ISO 14000, hng ti p dng h thng tch hp cc tiu chun ISO 22000 v ISO 14000. - Chuyn i m hnh qun l hnh chnh sang qun l theo m hnh cng ty cng ty con

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- Xy dng cc nh my mi s dng cng ngh tin tin ca nc ngoi, lin tc ci tin cng ngh thn thin vi mi trng. PHN 2: PHN TCH MI TRNG KINH DOANH CA CNG TY SABECO 2.1. Phn tch cc yu t ca mi trng bn ngoi: 2.1.1. Cc yu t kinh t: Tc tng trng kinh t ca Vit Nam nh hng trc tip v mnh m n tc tng trng ca cc ngnh ngh kinh doanh. Nhng nm tr li y, theo Tng Cc thng k Vit Nam, kinh t Vit Nam c mc tng trng mnh. Tc pht trin kinh t t mc 8,5% trong nm 2005, gim nh xung 8,2% trong nm 2006 v trong nm 2007 t tc tng trng kinh t 8,5%. Sau khi duy tr mc tng trng kh cao, nn kinh t Vit Nam pht trin chm li trong nm 2008 (t 6,18%). Hu qu khng hong kinh t ton cu ang nh hng n tc tng trng kinh t ca nhiu nc trong c Vit Nam. Lm pht : ca Vit Nam trong thi gian qua c xu hng tng cao, th hin c 03 yu t: cu ko, chi ph y v tin t. Nm 2007, lm pht gia tng vi mc tng 12,6% cao hn tc tng trng GDP; n nm 2008, t l lm pht tng n 22,97% cao nht t nm 1993 n nay. Chnh ph Vit Nam a ra v thc hin 8 nhm gii php kim ch lm pht, c bit l cc gii php tin t nh tht cht tn dng, tng li sut c bn ln 14%, theo cc ngn hng thng mi tng li sut tin gi ln 16 - 18%/nm v li sut tin vay vt qu 20%/nm gy tc ng tiu cc n hot ng ca nhiu doanh nghip, nht l cc doanh nghip nh v va, chim hn 90% tng s doanh nghip Vit Nam, tc tng trng kinh t gim st l hu qu ca vic tp trung nhng gii php kim ch lm pht ny. Lm pht khng nhng lm gia tng chi ph vn ca cng ty m cn c tc ng trc tip lm tng chi ph u vo nh nguyn liu, nhn cng, chi ph
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vn chuynko theo l gi thnh sn phm tng theo nh hng ln n qua trnh tiu th v m rng th trng. Thu nhp ngi dn: Bia l sn phm ung m sn lng tiu th ph thuc nhiu vo thu nhp ca ngi dn cng nh s pht trin ca nn kinh t. Cng vi s khng hong ca nn kinh t ton cu v s gim st ca tc tng trng kinh t nh hng rt ln sn lng tiu th bia. Tuy nhin trong nhng nm gn y nn kinh t nc ta c nhng bc pht trin nhanh chng. c bit l trong 9 thng qua, tnh hnh kinh t tip tc c chuyn bin theo chiu hng tch cc. Tc tng trng GDP 9 thng qua t 6,52% so vi cng k nm 2009. Trong , khu vc nng lm ng nghip tng trng 2,89%, cng nghip v xy dng tng 7,29%, dch v tng 7,24%. Trc , so vi cng nm ngoi GDP qu I/2010 tng 5,83%, qu II tng 6,4% (tnh chung 6 thng u nm tng 6,16%). Thu nhp bnh qun u ngi tng cao. Khi mc sng ca ngi dn tng ln th nhu cu th trng bia ru nc gii kht cng s tng ln, i hi phi tha mn hn v s lng v cht lng, mu m phong ph hn, phi m bo v sinh an ton thc phm. S phn ha thu nhp l mt thch thc i vi cng ty, v khi thu nhp thay i tng ng vi n phi c s thay i v sn phm ph hp vi ti tin ca tng nhm khch hng V li sut: Mc d nm trong khu vc khng hong tin t chu nhng nhn chung v c bn nhng nm qua vic iu hnh chnh sch tin t c nhng tc ng ti th trng tin t. Mc iu chnh li sut ca ngn hng thng mi nhng nm qua, li sut cho vay dao ng t 17%-20%/nm, li sut huy ng ph bin dao ng t 11,5%/nm n 11,9%/nm. S thay i ca li sut tc ng ln n hnh vi tiu dng v tit kim ca nghnh ni ring, khi li sut tng cao h s chuyn qua tit kim, ngc li khi li sut thp li tc ng tch cc ti tiu dng. Bn cnh , xt v c cu vn ca Sabeco th cc khon vay chim khng nh, cho nn chi phi vay tng khi li sut th trng tng l mt
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kh khn cho cng ty. Gim sc cnh tranh cng nh hn ch phn no k hoch pht trin. Ngoi ra khi chi ph u vo tng ko theo gi thnh tng ln, m cng ty theo ch ch l kim ch s tng ln gi bn gi mc n nh. V Thu sut: Bia l sn phm chu Thu Tiu th c bit ca Nh nc. Do c th nh vy nn cc Cng ty sn xut bia chu nh hng ln trong s thay i chnh sch thu ca Chnh Ph. Hin nay thu tiu th c bit vi bia chai sn xut trong nc v nhp khu l 75%, bia hi v bia ti nm 2006 - 2007 l 30% v t nm 2008 l 40%(1). Ngy 14/11/2008 Quc hi kha XII k hp th 4 ban hnh Lut thu Tiu th c bit s 27/2008/QH12. Theo thu Tiu th c bit i vi sn phm bia c p dng mc thu sut 45% t ngy 01/01/2010 n 31/12/2012 v chu mc thu sut 50% k t ngy 01/01/2013. Mc thu sut mi s lm cc doanh nghip bia a phng gp kh khn trong sn xut kinh doanh cng nh u t pht trin. T gi ngoi t: Trong nhng nm qua t gi ngoi t c s bin ng, tng dn. i vi cc cng ty sn xut bia th s bin ng v t gi nh hng mnh ti kt qu sn xut kinh doanh do trong s bn loi nguyn vt liu chnh sn xut bia th ba loi nguyn vt liu cc cng ty sn xut bia phi nhp khu. S bin ng v t gi s nh hng ln ti gi nguyn vt liu u vo v nh hng n doanh thu v li nhun ca cc cng ty trong ngnh 2.1.2. Cc yu t chnh tr - php lut Vic nm bt nhng quan im, nhng quy nh, u tin, nhng chng trnh chi tiu ca chnh ph cng nh thit lp mi quan h tt vi chnh ph s gip cho doanh nghip tn dng c nhng c hi v gim thiu nhng nguy c do mi trng ny gy ra. Chnh ph c nhng chnh sch iu chnh thng mi theo nhng quy tc, lut l chung quc t, c bit l cc vn lin quan n giao dch thng mi nh th tc hi quan, chnh sch cnh tranh.
Nhm Sabeco K13QTC1 Trang: 14

BTN: Qun tr chin lc

GVHD: Th.S H Tn Tuyn

Thng 05/2010, Chnh ph tng mc lng ti thiu ln 730.000/thng. Lng ca ngi lao ng tng ln s lm cho sc mua ca c nc phn no c tng ln ng k, tuy nhin n cng lm cho cng ty Sabeco phi tng chi ph do qu lng tng ln. Th ch chnh tr: Vit Nam hin nay l mt nc theo ch x hi ch ngha. H thng chnh tr thc hin theo c ch ch c duy nht mt ng chnh tr l ng Cng sn Vit Nam lnh o, vi tn ch l: ng lnh o, Nh nc qun l v nhn dn lm ch thng qua c quan quyn lc l Quc hi Vit Nam. Mi trng chnh tr n nh, h thng php lut ngy cng c hon thin to iu kin thun li cho cc doanh nghip kinh doanh. Chnh sch i ngoi: Theo cc vn kin ca i hi i biu ton quc ln th X ca ng Cng sn Vit Nam: ng Cng sn v Nh nc Cng ha X hi Ch ngha Vit Nam ch trng thc hin ng li i ngoi c lp, t ch, rng m, a dng ha, a phng ha quan h quc t, ch ng hi nhp quc t vi phng chm "Vit Nam sn sng l bn v l i tc tin cy ca tt c cc nc trong cng ng th gii phn u v ha bnh, c lp v pht trin". T sau thi k i mi, Vit Nam chnh thc bnh thng ha quan h vi Trung Quc vo nm 1992 v vi Hoa K vo nm 1995, gia nhp khi ASEAN nm 1995. Hin nay, Vit Nam thit lp quan h ngoi giao vi 171 quc gia thuc tt c cc chu lc (Chu - Thi Bnh Dng: 33, Chu u: 46, Chu M: 28, Chu Phi: 47, Trung ng: 16), bao gm tt c cc nc v trung tm chnh tr ln ca th gii. Vit Nam cng l thnh vin ca 63 t chc quc t v c quan h vi hn 500 t chc phi chnh ph. ng thi, Vit Nam c quan h thng mi vi 165 nc v vng lnh th. Trong t chc Lin Hip Quc, Vit Nam ng vai tr l y vin ECOSOC, y vin Hi ng chp hnh UNDP, UNFPA v UPU. Vai tr i ngoi ca Vit Nam trong i sng chnh tr quc t c th hin thng qua vic t chc thnh cng nhiu hi ngh quc t ti th H Ni.
Nhm Sabeco K13QTC1 Trang: 15

BTN: Qun tr chin lc

GVHD: Th.S H Tn Tuyn

T ngy 11 thng 1 nm 2007, Vit Nam chnh thc tr thnh thnh vin th 150 ca T chc Thng mi Th gii (WTO). y l mt bc ngot ln trong tin trnh hi nhp vi nn kinh t quc t. Vai tr trn trng quc t ca Vit Nam c nng cao l tin tt, to iu kin thun li cho cc doanh nghip Vit Nam y mnh xut khu, trong c Cng ty Sabeco. ng thi cng mang li cho cng ty Sabeco nhng thch thc ln khi phi cnh tranh vi cc sn phm cng loi ca cc cng ty nc ngoi nhp khu vo Vit Nam. Chnh sch pht trin kinh t: Nc ta ang trong qu trnh thc hin cng nghip ha hin i ha nn nh nc to mi iu kin thun li, ch chnh sch, h thng thu i ng nhm khuyn khch cc doanh nghip. Hng nm nh nc chi ra ngn sch kh ln xy dng c s h tng, cu cng, ng s v cc cng trnh ph tr tc ng gin tip n s hot ng kinh doanh ca cng ty. Bn cnh nc ta c quan h giao lu vi nhiu nc trn th gii to thun li cho chng ta xut khu v tm cc i tc nhm pht trin th trng nc ngoi. L doanh nghip hot ng theo hnh thc cng ty c phn ng thi chun b nim yt trn S giao dch chng khon Si Gn, hot ng ca Cng ty Sabeco chu nh hng ca cc vn bn php lut v cng ty c phn, chng khon v th trng chng khon bao gm Lut doanh nghip, Lut chng khon, cc vn bn di lut v cc quy nh i vi cng ty nim yt. Lut v cc vn bn di lut trong lnh vc ny ang trong qu trnh hon thin, s thay i v mt chnh sch lun c th sy ra v khi t nhiu nh hng n hot ng qun tr, kinh doanh ca Cng ty. Cng vi xu th pht trin ca khu vc v th gii .Nh nc y mnh xy dng i mi v c ch . Cc lut v php lnh th hin s thay i ny: lut u t trong nc v nc ngoi ti Vit Nam, b lut thu p dng thng nht cho ngnh kinh t, lut bo v mi trng, lut bo v an ton thc phm, lut doanh nghip v lut bn quyn. Nhng yu cu bt buc cng ty phi thc
Nhm Sabeco K13QTC1 Trang: 16

BTN: Qun tr chin lc

GVHD: Th.S H Tn Tuyn

hin, tuy ban u s cn gp kh khn nhng khng th v vy m ln trnh. Trong mt xu th mi cng ty mun tn ti pht trin th cng phi lun bt nhp vi nhng qui nh, nhng yu cu nhm to v th ring trn thng trng trong v ngoi nc. 2.1.3. Cc nhn t vn ha - x hi: S tc ng ca cc yu t vn ho thng c tnh di hn v tinh t hn so vi cc yu t khc v phm vi tc ng ca cc yu t vn ho thng rt rng. Cc kha cnh hnh thnh mi trng vn ho x hi c nh hng mnh m n cc hot ng kinh doanh nh: nhng quan im o c, thm m, v li sng, v ngh nghip; nhng phong tc, tp qun, truyn thng; nhng quan tm v u tin ca x hi; trnh nhn thc, hc vn chung ca x hi nhng kha cnh ny cho thy cch thc ngi ta sng, lm vic, hng th cng nh sn xut v cung cp dch v. Vn t ra i vi nh qun tr doanh nghip l khng ch nhn thy s hin din ca nn vn ho x hi hin ti m cn l d on nhng xu hng thay i ca n, t ch ng hnh thnh chin lc thch ng. Vit Nam l mt quc gia c nn vn ha chu nh hng mnh m ca vn ha phng ng v th ngi Vit Nam rt ch trng n quan h gia nh, bn b. Th na l Vit Nam rt coi trng tinh thn quc gia nn vic tiu dng sn phm ca mt cng ty trong nc l mt xu hng mi ni ln trong thi gian gn y v cng ty cn phi nm bt c c hi mi ny (ngi Vit nam u tin dng hng vit nam). Tuy nhin tm l chung hng ngoi ca ngi dn th khng th no mt sm mt chiu khc phc c. Do cng ty phi to ra nhng sn phm cht lng, mu m bt mt, to thng hiu v uy tn trong lng ngi tiu dng. Vi nt vn ha th thi quen dng bia ru trong cc dp l tt, ci hi...l khng th thiu - mang m nt vn ha phng ng tt p. Bia khng phi l sn phm truyn thng ca nc ta nhng t khi c du nhp vo th n nhanh chng c ngi dn Vit Nam chp nhn v tr thnh thi quen s dng ph bin nht l vi nam gii. Li sng ca tng vng cng nh
Nhm Sabeco K13QTC1 Trang: 17

BTN: Qun tr chin lc

GVHD: Th.S H Tn Tuyn

hng rt ln n nhu cu tiu dng cc sn phm bia ru. cc vng nng thn ngi ta thng c thi quen s dng cc loi ru truyn thng, tuy nhin khi thu nhp tng cao, s du nhp ca vn ha ph th dn to ra xu hng s dng bia. Trc kia ngi dn nc ta ch bit n ru nhng by gi th s ngi dn ung bia tng cao cng vi s pht trin ca kinh t x hi. Tn gio, tn ngng: Vit Nam l quc gia c nhiu loi hnh tn ngng, tn gio. Vi v tr a l nm khu vc ng Nam c ba mt gip bin, Vit Nam rt thun li trong mi giao lu vi cc nc trn th gii v cng l ni rt d cho vic thm nhp cc lung vn ho, cc tn gio trn th gii. V mt dn c, Vit Nam l quc gia a dn tc vi 54 dn tc anh em. Mi dn tc, k c ngi Kinh (Vit) u lu gi nhng hnh thc tn ngng, tn gio ring ca mnh. Ngi Vit c cc hnh thc tn ngng dn gian nh th cng ng b t tin, th Thnh hong, th nhng ngi c cng vi cng ng, dn tc, th thn, th thnhHot ng vn ha phong ph a dng trn khp cc min to c hi tiu th cc sn phm t bia ru, nc gii kht. Dn s, lao ng : Vit Nam l mt quc gia c c cu theo dn s tr khong 86 triu ngi, trong t 15-64 tui chim 65% (nam 26.475.156; n 27.239.543) tng s dn. iu ny l mt li th cho cc doanh nghip ca chng ta v ngun cung ng i ng lao ng. Ngoi ra lng khch hng m cng ty bia p ng l rt nhiu. Dn s to ra mt c hi ln m cng ty cn nm bt v tn dng trit c hi ny. Dn s ng , tc tng trng kinh t n nh, thu nhp dn ci thin, i sng vt cht ngy cng cao ,nhu cu tiu dng tng ln, vi mt mi trng c thin nhin u i, nhng chnh sch h tr ca nh nc trong vic khuyn khch pht trin cng nghip gp phn to nn mt th trng tim nng cho ngnh bia ru Vit nam. 2.1.4. Cc yu t t nhin:

Nhm Sabeco K13QTC1

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BTN: Qun tr chin lc

GVHD: Th.S H Tn Tuyn

Vit Nam nm ca ng ca ng Nam vi kh hu nhit i gi ma v cc u i v t nhin. Vi b bin ko di, gip bin ng nn vic giao thng gia cc nc rt thun li, thu ht s quan tm u t t nc ngoi vo. c im v a cht kh n nh, tuy nhin nc ta li c bt li l thng xuyn chu thin tai nh bo l gy thit hi ngim trng khng ch cho cc cng ty sn xut ni ring m cn ti ngi dn khch hng ca cng ty. Kh hu Vit nam nhit i nn nhu cu bia cho gii kht l rt ln. Theo thng k c vo h th hng triu lt bia c tiu th. Nguyn liu ch yu sn xut bia chng ta phi nhp khu t nc ngoi cn s t th mua trong nc. Nn gi c nguyn liu trong nc phn no tc ng n vic kinh doanh ca cng ty, nhng nm mt ma thin ti, gi go tng ln cng gy khng t thit hi cho cng ty tuy nhin xt v t trng th khng ng k lm. Thi tit nc ta khng ph hp lm trng Malt nguyn liu chnh trong sn xut bia. y l bt li kh ln khi ta lun phi ph thuc vo ngun cung t nc ngoi, yu t t gi khi nhp khu... Bn cnh ngun nc phc v cho qu trnh sn xut nc ta lun di do vi h thng sng ngi dy c, tuy nhin hin nay vn nc nhim l vn nn ln cho ton x hi, nht l ti cc khu cng nghip. Cho nn phi c k hoch bo m ngun nc sch cho sn xut lu di. Ngy nay vn mi trng v sc khe ang c quan tm mt cch cn trng. Trong thi gian qua c nhiu ch , quy tc, hnh thc x l vi phm i vi vn bo m mi trng. L mt nh my sn xut bia ru nn nc thi ra hng ngy rt ln, vi yu cu x thi ng quy trnh khng cha cc cht c hi. iu ny mt mt to uy tn v thng hiu, cht lng an ton v sinh thc phm. Tuy nhin xt trn kha cnh u t h thng x l nc thi hin i th doanh nghip phi b ra khon chi ph khng nh. 2.1.5. Cc yu t K thut - Cng ngh:
Nhm Sabeco K13QTC1 Trang: 19

BTN: Qun tr chin lc

GVHD: Th.S H Tn Tuyn

y l mt trong nhng yu t rt nng ng, cha ng nhiu c hi v e do i vi doanh nghip. Nhng p lc v e do t mi trng cng ngh c th l: - S ra i ca cng ngh mi lm xut hin v tng cng u th cnh tranh ca cc sn phm thay th, e do cc sn phm truyn thng ca ngnh hin hu. - S bng n ca cng ngh mi lm cng ngh hin hu b li thi v to p lc cho cc doanh nghip phi i mi cng ngh tng cng kh nng cnh tranh. - S ra i ca cng ngh mi cng to iu kin thun li cho nhng ngi xm nhp mi v lm tng thm p lc e do cc doanh nghip hin hu trong ngnh. - S bng n ca cng ngh mi cng lm cho vng i cg ngh c xu hng ngn li, iu nng lm tng p lc phi rt ngn thi gian khu hao so vi trc. Qu trnh ton cu ho ang din ra mnh m trn ton th gii v tc ng n hu ht cc quc gia. Mt trong nhng im ni bc ca ton cu ho l s nh hnh ca nn kinh t tr thc m trng tm l s pht trin ca khoa hc cng ngh v vai tr ca chng trong i sng. Nn kinh t tri thc ang nh hnh r nt hn vi nhng du hiu cho thy s khc bit ca n thi i ngy nay so vi trc kia trong qu trnh sn xut nh: - S sng to (sn xut) ra tri thc din ra vi tc nhanh v quy m ln hn. - Vic s dng kin thc khoa hc cng ngh vo sn xut tr thnh nhu cu thng nht ca x hi. - Vic x l, chuyn giao kin thc v thng tin din ra nhanh chng, rng khp nh vo s pht trin ca h thng cng c hin i, trong cng ngh thng tin c vai tr quyt nh.

Nhm Sabeco K13QTC1

Trang: 20

BTN: Qun tr chin lc

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S pht trin trn thc s to iu kin ht sc thun li cho giao thng quc t v phng din thi gian cng nh chi ph. S pht trin ca cng ngh : Tuy nhin ti Vit Nam hin ti, tnh trng cng ngh cn ht sc lc hu, cha c u t i mi nhiu, thiu trang thit b tinh ch mang tnh hin i do cht lng sn phm khng ng u, nng sut thp dn ti gi thnh cao lm gim sc cnh tranh ca sn phm. Theo Bo co Cnh tranh Ton cu ca Din n Kinh t Th gii (WEF) cng b nhng nm gn y th Ch s cnh tranh tng trng ca nn kinh t nc ta t v tr th 60/101 nm 2003 li xung v tr 79/104 nm 2004 v 81/117 nm 2005; Ch s cnh tranh doanh nghip cng tt t v tr 50/102 nm 2003 xung 79/104 nm 2004 v 80/116 nm 2005. Mt trong nhng nguyn nhn quan trng lm cho ch s cnh tranh ca nn kinh t nc ta thp v v tr xp hng lin tc b st gim l do ch s ng dng cng ngh thp. Trong Bo co Cnh tranh Ton cu nm 2005 ca WEF nu trn th ch s ny ca nc ta ng v tr 92/117. Nm 2004, Din n Kinh t Th gii cng a ra Bng xp hng cc ch s cng ngh. Trong Bng xp hng ny, th bc ca nc ta thua km rt xa so vi Thi Lan: (1) Ch s cng ngh Thi Lan ng th 43, trong khi Vit Nam v tr 92; (2) Ch s i mi cng ngh Thi Lan 37, Vit Nam 79; (3) Ch s chuyn giao cng ngh Thi Lan 4, Vit Nam 66; (4) Ch s thng tin v vin thng Thi Lan 55, Vit Nam 86. T l s dng cng ngh cao trong cng nghip ca nc ta hin nay mi chim khong 20%, trong khi ca Phi-li-pin l 29%; Thi Lan 31%; Ma-laixi-a 51%, Xin-ga-po 73%. Vi trnh trng nh vy khi hi nhp kinh t, nu khng chun b i mi cc doanh nghip Vit Nam s rt kh khn trong vic to ra sn phm cnh tranh c trn th trng. Trnh tip cn cng ngh mi : Mt c im ht sc quan trng cn phi cp ti Vit Nam hin nay l i ng cn b k thut, qun l, cng nhn phn ln khng c o to y theo yu cu mi. c bit, thiu i ng cn

Nhm Sabeco K13QTC1

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BTN: Qun tr chin lc

GVHD: Th.S H Tn Tuyn

b c trnh , c ngoi ng tip cn vi nhng tin b ca khoa hc k thut th gii. So vi cc nc trong khu vc v trn th gii, nng lc nghin cu trin khai, chuyn giao cng ngh ca nc ta cn rt yu . c bit l cng ngh sinh hc, cng ngh c kh, cng ngh ch bin v t ng ha. Trnh cng ngh nc ta ni chung cn lc hu hn so vi th gii hng chc nm. y l mt hn ch rt ln i vi cc doanh nghip Vit Nam ni chung v cng ty Sabeco ni ring trong vic i mi thit b, dy chuyn cng ngh, trin khai sn phm mi cnh tranh vi cng ngh sn xut bia nc ngoi. Mc d th trng mua bn v chuyn giao cng ngh pht trin nhng n ch to iu kin thun li cho cng ty cnh tranh vi cc doanh nghip trong nc , cn c th cnh tranh vi cng ty bia ru nc ngoi, cng ty phi chu mt sc p v gi mua v chuyn giao cng ngh rt ln. Bn cnh s pht trin khng ngng ca cng ngh buc cc cng ty sn xut phi lun thay i ci tin cng ngh nhm gia tng cht lng nng sut v gim thiu chi ph. t c iu ny doanh nghip phi u t khng nh cho cc d n nghin cu, mua sm thay mi cc dy chuyn sn xut, o to li nhn vin trnh vn hnh nhng thit b tn tin. 2.1.6. i th cnh tranh hin ti Lun to p lc gi: Khi c nhiu i th cng sn xut trong mt ngnh hng, doanh nghip lun phi i mt vi p lc gim gi bn sn phm nng cao sc cnh tranh. Cc chnh sch khuyn mi cng l mt vn lm au u cc nh qun l doanh nghip. Cht lng sn phm: Trong ngnh hng sn xut bia ru hin nay, c rt nhiu cng ty tham gia hot ng. Vi ngun cung phong ph nh vy, lm th no sn phm ca cng ty Sabeco c th ng vng v pht trin trn th trng? Gi c l mt vn quan trng, song cht lng ca sn phm cn quan
Nhm Sabeco K13QTC1 Trang: 22

BTN: Qun tr chin lc

GVHD: Th.S H Tn Tuyn

trng hn gp nhiu ln. Ngi tiu dng khng chp nhn vic b ra mt khon tin mua mt sn phm km cht lng. Cht lng ca sn phm ca Sabeco ngy cng c ch trng nhiu hn v phi lun m bo yu cu v sinh an ton thc phm. S thay i quy m th trng: C th khng nh rng hin nay mc cnh tranh ca Sabeco trn th trng Vit Nam kh tt chim hn 35% th phn. Tuy nhin, khng ai c th khng nh rng sc cnh tranh ny l tuyt i. Sau y l th phn 2007 mt s nh sn xut cnh tranh vi Sabeco.

Nhm nhn nh cc i th hin ti ch yu ca Sabeco nh sau: Cng ty TNHH Nh My Bia Vit Nam c cp giy php u t vo ngy 9 thng 12 nm 1991 vi cng sut ban u l 500,000 hl (50 triu lt), Cng ty TNHH Nh my Bia Vit Nam l n v lin doanh gia Tng Cng Ty Thng mi Si Gn v Tp on Asia Pacific Breweries Ltd., ( APBL - c tr s ti Singapore ) vi n v lin kt l tp on Heineken N.V. H Lan. Sau 18 thng thi cng xy dng, Nh my Bia Vit Nam chnh thc khnh thnh vo ngy 19 thng 11 nm 1993. Mt Nh my bia hin i v l nh my u tin ti Vit Nam tun th cng c Montreal v bo v tng zn bng cch s dng h thng lnh khng c cht CFC, c vn hnh vi dy chuyn sn xut
Nhm Sabeco K13QTC1 Trang: 23

BTN: Qun tr chin lc

GVHD: Th.S H Tn Tuyn

hin i, t tiu chun quc t v an ton, cht lng, cng xut v an sinh mi trng. Vi cht lng tuyt ho, cc nhn hiu bia quc t Tiger, Heineken chinh phc khch hng khng ch bng cht lng sn phm m thng qua mt h thng phn phi, dch v chm sc khch hng v hu mi chuyn nghip. p ng nhu cu ngy cng tng ca khch hng v sau khi nhn c ph chun ca B K Hoch u T , thng 4 nm 1995 NMBVN tin hnh m rng nh my nhm tng cng sut sn xut ln 1,500,000 hl/ nm (150 triu lt). Cui nm 2003, c s chp thun ca B K Hoch u T, Nh My Bia Vit Nam mt ln na m rng nng cng sut nh my ln 2,300,000 hl/ nm (230 triu lt). y cng l mt qu trnh n lc khng ngng ca tp th cn b cng nhn vin NMBVN tip tc gt hi nhng thnh cng mi. S thnh cng ca Nh My Bia Vit Nam khng ch dng li vic tng cng sut, tng sn lng, pht trin cc sn phm mi cho nhu cu a dng ca khch hng m thng 9 nm 2006, Tp on APBL v Tng Cng Ty Thng Mi Si Gn chnh thc mua li cc Nh my bia ca Fosters v quyt nh chuyn giao, sp nhp vo Nh my Bia Vit Nam. S kin ny gp phn nng cao tn tui v mt ln na khng nh s thnh cng v s trng thnh ln mnh ca Nh My Bia Vit nam. Ngy 25/10/2009, Nh My Bia Vit Nam thc hin thnh cng d n gm 2 hng mc: tng cng sut ln 2,800,000 hl/ nm (230 triu lt) v khnh thnh "Dy chuyn ng lon nhanh nht Vit Nam". Sau hn 2 thng thi cng, t d n a vo hot ng n nh v hiu qu. Thnh cng ny mt ln na ni ln s on kt v quyt tm cao ca ton th CBCNV cng v mt mc tiu chung "tr thnh Nh My Bia hng u ti Vit Nam vo nm 2015". Cc gii thng: 1. Gii thng quc t v cht lng bia Tiger (Tiger Quality Awards) 2005 2. Gii thng rng vng dnh cho sn xut tt 2001-2006
Nhm Sabeco K13QTC1 Trang: 24

BTN: Qun tr chin lc

GVHD: Th.S H Tn Tuyn

3. Doanh nghip np nhiu thu nht ti TPHCM. Vi 2 thng hiu ni ting l Heniken v Tiger cng ty TNHH nh my bia Vit Nam c nh gi l i th cnh tranh ln nht ca Sabeco. Cng ty bia ru H ni Habeco: Tng Cng ty Bia - Ru Nc gii kht H Ni c thnh lp theo quyt nh s 75/2003/Q BCN ngy 16/5/2003 ca B trng B Cng Nghip; l Tng Cng ty Nh nc t chc v hot ng theo m hnh cng ty m - cng ty con. Vi b quyt cng ngh duy nht truyn thng trm nm, cng vi h thng thit b hin i , i ng CBCNV lnh ngh, c trnh , tm huyt, cc sn phm ca Tng cng ty nhn c s mn m ca hng triu ngi tiu dng trong nc cng nh quc t.Thng hiu Bia H Ni ngy hm nay c xy dng, kt tinh t nhiu th h, l nim tin ca ngi tiu dng, nim t ho thng hiu Vit. Tin thn ca Tng Cng ty l Nh my Bia Hommel, Nh my Bia H Ni, c truyn thng trn 100 nm xy dng v pht trin . D n u t chiu su i mi thit b cng ngh, nng cng sut bia H Ni ln 100 triu lit/ nm hon thnh v a vo s dng , p ng c nhu cu ngy cang tng ca ngi tiu dng v c s lng v cht lng.n nay, Tng Cng ty gi vai tr Cng ty m vi nhiu Cng ty con, Cng ty lin kt, n v lin doanh, n v ph thuc tri di t min Trung Qung Bnh n cc tnh thnh pha Bc. Ngnh ngh kinh doanh: Ngnh ngh ch yu ca Tng cng ty gm: Sn xut, kinh doanh Bia - Ru - Nc gii kht v Bao b; Xut nhp khu nguyn liu, vt t, thit b, ph tng, ph liu, ho cht; Dch v khoa hc cng ngh, t vn u t, to ngun vn u t, t chc vng nguyn liu, kinh doanh bt ng sn, cc dch v v ngnh ngh khc theo lut nh. Tc tng trng bnh qun trong nhng nm gn y bnh qun l 20%. Doanh thu bnh qun tng mi nm 30%. Np ngn sch cho nh nc bnh qun tng hn 20%. Li nhun tng bnh qun mi nm 12%.
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Thc hin Quyt nh ca Th tng Chnh ph v vic ph duyt Quy hoch pht trin ngnh Bia - Ru - Nc gii kht H Ni n nm 2010, Tng cng ty Bia - Ru - Nc gii kht H Ni s xy dng thnh mt trong nhng Tng cng ty mnh, gi vai tr ch o trong ngnh Cng nghip sn xut Bia, Ru, Nc gii kht, tip tc c nhng bc chuyn mnh, p ng yu cu hi nhp, ng gp tch cc cho nn kinh t t nc. V mt s i th cnh tranh khc 2.2. Phn tch mi trng vi m ca cng ty 2.2.1. Chin lc kinh doanh hin ti v im mnh im yu ca cng ty 2.2.1.1. Chin lc kinh doanh hin ti 2.2.1.1.1 Chin lc dn o th trng gi vng v tr dn u ca mnh, SABECO tung ra chin lc xy dng, pht trin thng hiu mi, gn vi chin lc kinh doanh v marketing mnh. Mt lot nhn s gii, c nhiu kinh nghim marketing c tuyn dng. H thng phn phi c cu trc li trn c s nghin cu m hnh hin i ca cc tp on bia hng u th gii. Pht trin ng b vi chin lc marketing v bn hng l mt chin lc nng cao nng lc sn xut. SABECO s tip tc u t vo h thng sn xut trn ton quc, c bit l xy dng v pht trin cc trung tm sn xut, nhm tin ti cung cp ti ch cho ngi tiu dng cc sn phm cht lng vi gi hp l. ng thi, cng ty s hon thin hn h thng phn phi sn phm v t chc cc chng trnh tip th sn phm n ngi tiu dng nhm to s thoi mi v vui v khi s dng sn phm. SABECO cng tip tc tng cng cc hot ng h tr v gip cng ng nh li cm n i vi s yu mn v t ho ca ngi tiu dng i vi thng hiu Bia Si Gn. S thnh cng ti th trng Vit Nam v trn th gii lm cho SABECO tr nn hp dn vi nhiu tp on sn xut bia nc ngoi. Sc hp dn ca SABECO l nng lc sn xut khng ngng tng trng cht lng sn phm, uy tn thng
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hiu bia Si Gn c khng nh; v mt h thng phn phi c ph rng trn 40 tnh trong c nc V thc hin chin lc cng ty c s kt hp hi ha gia cc chin lc chc nng sau: - Chin lc m rng quy m: -SABECO xy dng k hoch sn xut, kinh doanh tp trung ngun lc ch ng t chc trin khai cc d n u t nhm thc hin cc bc pht trin theo l trnh. Cc d n trng tm trin khai trong cc nm 2009 v nm 2010 c thc hin, l: D n xy mi Nh my Bia Si Gn - Bc Liu cng sut 30 triu lt/nm; Nh my Bia Si Gn - H Ni 90 triu lt/nm. -Cc d n nng cng sut, gm: Nh my Bia Si Gn - Ph Yn ln 23 triu lt/nm, Nh my Bia Si Gn - Quy Nhn ln 50 triu lt/nm, Nh my Bia Si Gn - c Lc ln 70 triu lt/nm, Nh my Bia Si Gn - Ty 40 triu lt/nm. - Cc d n u t mi chun b cho nm 2010 v 2011 bao gm: D n Nh my Bia Si Gn - Sng Lam (Ngh An) cng sut 100 triu lt/nm v D n Nh my Bia Si Gn - Qung Ngi cng sut 100 triu lt/nm tin hnh nu th vo thng 6-2010. D n Nh my Bia Si Gn - Ph Th cng sut 50 triu lt/nm, d kin hon thnh cui nm 2010. Nh my Bia Si Gn - Ph L cng sut 50 triu lt/nm i vo sn xut thng 5-2010. D n Nh my Bia Si Gn - H Tnh cng sut 50 triu lt/nm ng th khi ng d n, d kin hon thnh thng 3-2011. D n Nh my Bia Si Gn - Ninh Thun cng sut 50 triu lt/nm ang trong qu trnh kho st xy dng. D n nng cng sut Nh my Bia Si Gn - C Chi ln 264 triu lt/nm, d kin hon thnh vo nm 2011. - D n di di v u t i mi dy chuyn sn xut tinh bt cng sut 4,5 triu lt/nm ca Cng ty c phn Ru Bnh Ty. Cng ty c phn Nc gii kht Chng Dng d n xy dng nh my mi cng sut 100 triu lt/nm ti Khu cng nghip M Phc 3.
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thc hin chin lc , nh chng ta thy cng ty v ang xy dng nhiu nh my mi cc a phng khc nhau t Bc ti nam. Cc d n nng cao cng sut hin ti nhm p ng tt hn nhu cu ca khch hng trong tng lai. Vi h thng cc nh my ri rc khp min v tp trung nh vy c ngha ln i vi Sabeco. l xc nh v th ca Sabeco trn th trng bia ru Vit Nam, gi vng th trng hin ti v u t bnh trng trong tng lai. - Chin lc phn phi: Bt u t vic cng c h thng phn phi, t vic thnh lp cc cng ty c phn khu vc khng nhng to li th v h thng phn phi m cn to s gn b gia hn 1.300 nh phn phi trn ton quc vi tng cng ty khi gn quyn li v trch nhim ca h vi s pht trin ca cng ty, to iu kin thun li hn hnh nh Bia Si Gn vn xa hn, tri di hn trn khp min t nc.

Nhm Sabeco K13QTC1

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Bng cch thnh lp Cng ty TNHH mt thnh vin thng mi Sabeco, l cng ty chuyn trch mng phn phi bn hng. n nay c chn cng ty c phn thng mi khu vc, 36 chi nhnh, 1.300 nh phn phi trn c nc. Cng ty xy dng h thng phn phi hiu qu theo su tiu ch l vn, phng tin vn chuyn, kho bi, nhn s... v c chnh sch chm sc khch hng hp l. Nh sn phm cng ty chim 35% th phn trong nc v xut khu sang 24 nc v vng lnh th, tng trng bnh qun 20%/ nm. Nm 2009, Cng ty t mc doanh thu 11.500 t ng, np ngn sch Nh nc 1.189 t ng. c bit, Cng ty chnh thc cng b hon thnh tiu th 1 t lt bia trc thi hn mt thng so vi k hoch nm 2010, v cng l c s vi doanh thu trn 15.000 t ng trong nm. S kin ny nh du cho cc nh hng ng ca lnh o, ghi nhn s n lc ca c h thng thng mi; cc n v sn xut, n v vn ti v h thng 1.300 nh phn phi ca Cng ty. Th trng th gii l mc tiu m cng ty vn lun quan tm hng ti, hin nay h thng c phn b ti mt s nc nh sau: M ,Canada, Singapo

Ngoi ra cng ty cn lin kt xy dng cc nh hng, ngoi phc v kinh theo theo tiu ch a nghnh ngh th thng qua cng ty cng to c knh phn

Nhm Sabeco K13QTC1

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phi kh hiu qu. Bn cnh gp phn qung b thng hiu ti mi min t quc. - Chin lc Marketing: Sabeco kt hp cht ch chin lc Marketing bn hng v khuyn mi, thc hin ng b nhm pht huy tt nht tc ng cng gp. Cc hnh thc nh l qung co trn tivi, mang internet, bo ch, pht thanh, bn hiu, panoTheo Sabeco ch c qung co mi em li ci nhn r hn v sn phm ti ngi tiu dng. V cng ty thc hin chin lc qung co rm r ln n hng chc t ng mi nm. Bn cnh thu cc doanh nghip qung co chuyn nghip th bn thn cng ty vn lun hp tc cht ch vi doanh nghip nhm xy dng chin lc c hiu qu nht. C khong 2 - 3 nm, on phim qung co ca mt sn phm ca Sabeco li thay mt ln. Mi ln doanh nghip tung ra mt sn phm mi li phi c clip qung co ring. M cc sn phm ca Sabeco rt a dng nh bia Si Gn Special, Si Gn xanh, Si Gn , bia lon 333... Mi mt sn phm phi c slogan ring ch khng th dng chung mt slogan, nh bia c slogan l Khng bng by, khng n o, khng cu k, khng cn ph trng ung th hiu. Hng nm Sabeco dnh khong vi phn trm doanh thu u t vo qung co. Trong , mi mt on clip qung co c gi ln ti 50.000 70.000 USD. Cn gi phi tr cho mi mt cu slogan dao ng t 1.000 2.000 USD ti c trm triu ng... Bn cnh cng tc qung co th cng ty vn lun ch trng uy tn thng hiu ca mnh thng qua hot ng PR: hng nm cng ty tch cc tham gia cc chng trnh v cng ng. Song song vi vic kinh doanh, SABECO lun khng nh trch nhim ca mnh i vi x hi, vi thng ip ch o"SABECO chung tay v cng ng". Mi nm, SABECO ng gp v ti tr cho cc hot ng x hi hng chc t ng. Vi truyn thng tng thn tng i, cc hot ng c th nh xy nh tnh thng, tnh ngha, phng dng B m Vit Nam Anh hng, ng gp vo cc qu vn ng ca x hi... l mt nt p vn ha rt ng t
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ho ca ton th cn b, cng nhn vin Tng cng ty c phn Bia Ru NGK Si Gn. Nm 2009, ch ring ti cng ty m trch qu v vn ng cn b, cng nhn vin ng gp c 6,4 t ng cho cc hot ng x hi v chi khong 10 t ng ti tr cho cc chng trnh v cng ng trn ton quc. Nhn dp Tt Canh Dn nm 2010, SABECO trch 200 triu ng ng h Qu v ngi ngho qun 1, 5, 10 v huyn C Chi, mi ni 50 triu ng. - Chin lc sn phm: Vi mc tiu chin lc l dn u th trng, Sabeco lun ch trng pht trin cc sn phm mi ngy cng p ng nhu cu kht khao ca cc i tng khch hng. Nhng nhn hiu ni ting hin ti nh Bia 333, Saigon Speccial, Black Beer, Saigon , v mt s loi khc. Cc sn phm mang phong cch ring, nhng m cht vn ha Vit, nh vo tm l ca ngi tiu dng. Hin ti cng ty ang nghin cu ci tin pht trin cc dng sn phm mi vi hng v l, giu cht dinh dng, v c bit m bo tuyt i v sinh an ton thc phm. Bn cnh , kiu dng mu m cng l yu t khng km phn quan trng to nn thnh cng cho mt nhn hiu bia. Cng ty c b phn Marketing chuyn bit lun n u xu hng thay i kiu dng chai, kiu trang tr bn ngoi, cch phi mu hiu qu, thng tin y . 2.2.1.2. im mnh im yu 2.2.1.2.1. Nhng im mnh : (S) * Ngnh ngh kinh doanh a dng : Sn xut mua bn cc loi bia ru, nc gii kht, cn, bao b, nc khon, nt khoen Mua bn vt t, nguyn liu thit b, ph tng c lin quan n sn xut T vn u t, nghin cu, thit k, ch to, lp t thit b v cng trnh chuyn ngnh bia ru- nc gii kht Kinh doanh khacchs sn, du lch, kho bi vn phng, trung tm thng mi, mi gii bt ng sn, vn ti hng ha ni a.
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Ch to sn phm c kh Xy dng dn dng v cng nghip,cng trnh k thut h tng th v khu cng nghip. u t xy dng kinh doanh khu cng nghip, kinh doanh nh . * Thng hiu mnh tn ti t nm 1977, c bit c a chung ti th trng pha Nam * Chim th phn ln Th phn th trng ni a chim 35% sn lng tiu th Xut khu ra th trng nc ngoi trn 24 nc nh : Nht, Malaisia, H Lan, Php, c, Thy S, Anh, an Mch, Canada, M, Australia * Hot ng sn xut kinh doanh tng trng v pht trin Xy dng 4 nh my cng sut ln Cc sn phm c cht lng cao v n nh : bia lon Si Gn 333, bia chai Si Gn SAIGON EXPORT, Si Gn Larger Beer, SAIGON SPECIAL Gi bn ph hp Mu m a dng, sn phm ng vng trn th trng Tc tng trng hng nm cao t 17%- 20% Quy m ln mnh * Cng ty m pht huy c chi phi tht s i vi cc cng ty con, cng ty lin kt trong vic u t vn, cng ngh th trng, thng hiu v nh hng pht trin * c qun l v s dng 1 din tch t ln : 573717,92 m2 thun li cho vic sn xut * Mng li phn phi sn phm rng khp c nc c bit l khu vc min Trung tr vo v to li th cnh tranh cho sn phm. * H thng qun l cht lng ISO 9001: 2000 gip cho cng tc qun l sn xut ca SABECO ngy cng hon thin, m bo cht lng v hot ng co hiu qu
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* Nhn vin : i ng nhn vin tn tm, gn b vi cng ty Ngun nhn lc cht lng cao * Dy chuyn cng ngh, c s sn xut hin i S hu 8 dy chuyn sn xut tiu biu nhp khu t c, vi cng sut 30.000 chai hoc lon 1 gi * Ban qun tr c nng lc, tham vng v c tm nhn * u t nhiu cho nghin cu pht trin sn phm * V tr cao trn th trng, thng hiu uy tn, hnh nh tt : Danh hiu Thng hiu tn nhim Bia Sai Gn trong 22 nm Sn phm Bia Si Gn Hng Vit Nam cht lungj cao trong nhiu nm lin t nhiu gii thng v cht lng Tham gia nhiu s kin x hi 2.2.1.2.2. im yu : * Hot ng sn xut kinh doanh c tc pht trin cha ng u, bia pht trin nhanh, cn nc gii kht pht trin chm, ngnh c kh vn hnh cha hiu qu * Nhiu nh my sn xut bia quy m nh, quy hoch pht trin hn ch, u t mang tnh chp v, chi ph sn xut cao, kh khn trong qun l cht lng sn phm. Cc c s sn xut bia a phng gp nhiu kh khn do ttrang thit b lc hu v cha m bo c v sinh an ton thc phm * Nh cung cp nguyn liu trong nc cha chim t l ng k, sn phm xut khu cn hn ch nn gi tr nhp so vi gi tr xut khu cn rt ln, chu ri ro t gi v ri ro bin ng gi nguyn liu cao. Ngun nguyn liu chnh phc v sn xut ch yu l cc sn phm nng nghip nhp khu. S n nh ca ngun nguyn liu ny ph thuc v chnh sch bn hng ca nh cung cp, ma mng, thin tai, chnh sch thu. Nguyn vt liu cho ngnh cn ph thuc nhiu vo
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nhp khu chim 60-70% lng nguyn liu ph v sn xut, trong nguyn liu chnh l matl. Theo hip hi bia ru mi nm chng ta nhp khu tin nguyn liu khong 50-100tr USD. Malt nhp khu c th c thay th bng malt ch bin t i mch trng trong nc, tuy nhin vic trng i mch mi a vo th nghim v gii php ny cha th hin tnh kh thi * Cc sn phm mang tnh ph thng cha t cht lng nh mong mun * C cu danh mc u t ti chnh cn n gin, ch yu l tin gi k hn nn kh nng sinh li thp * Mng li phn phi vn ch yu thng qua h thng bn s, qua nhiu cp phn phi mi ti khch hng lm tng gi sn phm * o to cn b cha theo kp yu cu ca hot ng kinh doanh * Khoa khn ban u khi mi chuyn sang hnh thc cng ty c phn * Cc chin lc Marketing cha tht s mng li hiu qu * H thng phn phi cn cha mnh phi Bc 2.2.2. Ngun lc v nng lc ct li 2.2.2.1. Ngun lc * Ngun nhn lc Theo thng k ca nhm tng lao ng ca cng ty hin ti hn 4000 ngi, trnh i hc trn 600 ngi, cao ng v trung cp trn 300 ngi, cn li l lao ng ph thng. V mt s vi trnh cao hn l tin s, thc s, tuy nhin con s ny rt l hn ch. Vi s lng v trnh bng cp nh vy cng ty t tin vo ngun nhn lc di do pht trin cng ty hn na. Cht lng u vo kh tt nhng cng ty khng ngng kim tra, gim st cht lng ng nhn vin. o to i ng nhn vin chuyn nghip v nng ng, sng to. Cc kha hun luyn c t chc bi bn, kho st cht lng nhn vin c th p ng tt cng vic hay khng, hn th l pht hin ra kh nng ca nhn vin o to, bi dng, gip nhn vin c th pht huy kh nng
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ng gp vo s pht trin ca cng ty. V cng ty nhn thy trong iu kin kinh t ton cu nh hin nay thnh cng ca mt cng ty ph thuc vo tr tu v ngun lc c tnh h thng nhiu hn cc ti sn vt cht ca n. * Ngun lc ti chnh Theo s liu thng k nm 2009 tng ngun vn l 15,170,477 (nghn ng), li nhun sau thu 1,608,401. Mc d 2009 l mt nm y kh khn vi cc doanh nghip, nhng nhn vo con s li nhun chng ta c th thy kh nng pht trin ca Sabeco. Theo d ton Nm 2010 vn iu l ca cng ty tng ln gn 6500 t ng. Vi nhng con s trn ta c th thy ngun lc di do v mt ti chnh. Nh vy bn cnh vn ch s hu, cng ty cn c uy tn huy ng vn t cc knh khc nhm phc v cho nhu cu u t m rng quy m sn xut. * Cng ngh v h thng sn xut - Cng ty s dng h thng qun l p dng h thng tch hp cc tiu chun ISO 9001:2008 v ISO 14000, hng ti p dng h thng tch hp cc tiu chun ISO 22000 v ISO 14000. - Cc nh my s dng cng ngh tin tin ca nc ngoi, lin tc ci tin cng ngh thn thin vi mi trng. Cng ty ch yu nhp khu cng ngh sn xut bia ca c, y l nc c truyn thng sn xut bia vi cng ngh pht trin. Cng ty c i ng k s giu kinh nghim, thng xuyn nghin cu ci tin h thng sn xut v dy chuyn mang li nhiu thnh tu ng k. 2.2.2.2. Nng lc ct li Qua phn tch v nh gi nhm nhn nh nng lc ct li m Sabeco ang c c l Cng ng v thng hiu Vi mc tiu l cng ty i u cng ngh trong lnh vc sn xut bia, cng ty u t s vn kh ln cho vic mua cc dy chuyn sn xut (nhng d n c trin khai trong nm 2007 c tng mc u t gn 6.500 t ng ti Ph Th, H Nam, Vnh Long, Ngh An, Qung Ngi), hp tc vi cc i tc chin lc nc ngoi chuyn giao cng ngh. Hin nay Sabeco ang s hu nh my sn
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xut hin i v nng sut ln nht ng Nam . Bn cnh mt lot cc nh my mi vi cng ngh tin tin ca nc ngoi c trin khai xy dng, SABECO cn lin kt vi cc nh my bia a phng, hnh thnh mt h thng sn xut bia Si Gn xuyn sut t Bc vo Nam vi cng ngh hng u. Mt khc cng ty ang s hu thng hiu Sabeco, mt thng hiu uy tn v khng nh mnh trong hn 30 nm trng thnh v pht trin. Kt hp hai yu t trn chng ta c th nhn thy i vi mt cng ty sn xut sn phm tiu dng, v nht l trong lnh vc ung thc phm th cng ngh v uy tn thng hiu l nhng vn c li trong qu trnh xy dng pht trin. Vi cng ngh ang nm gi Sabeco kh nng hi nhp vi xu th ton cu ha khi m ti th trng Vit Nam c s gia nhp ca cc hng bia nc ngoi khc. l ci gc cng ty tn dng th mnh ca mnh, pht huy hiu qu hn. Trong cng tc tiu th, cht lng v thng hiu vn l 2 ch tiu u tin. V d nhin cng ty tha mn c tiu chun , cng ngh sn xut i km vi uy tn thng hiu to ra sc mnh tim tng cho cng ty. Sc mnh ny chnh l nng lc ct li bn trong m cng ty t c qua bao nm xy dng v pht trin. 2.2.2.3. Dy chuyn gi tr ca cng ty 2.2.2.3.1. Cc hot ng ch yu to gi tr - Hot ng sn xut: Do s dng h thng sn xut v qun l sn xut hin i cho nn cc khu thc hin trong qu trnh sn xut din ra lin tc n nh, tit gim thi gian nhn ri, hao ph nguyn liu nng lng. T to ra sn phm c gi thnh thp to sc cnh tranh ln. iu ny thy r t 2006 2008 th trng cc yu t u vo tng ln, tuy nhin cng ty vn gi mc gi bn khng i. Ti sao cng ty c th lm c nh vy? Cu tr li nm quy trnh sn xut ca n, c li th khc bit so vi cc cng ty i th. -Hot ng bn hng :
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Do chim th phn kh ln nn h thng bn hng v phn phi ca cng ty rng khp. Cng ty c 8 cng ty c phn con chuyn m nhn vic phn phi sn phm. Cc i l phn phi lun c cng ty quan tm v cho hng hoa hng 20-30% trn gi bn. Do h tuyt i trung thnh vi Sabeco bi khon li h thu c cao hn hn so vi cc cng ty khc tr. - Hot ng PR v Marketing Vi uy tn ni bt nn cng ty d dng pht huy c th mnh ca mnh. Bng nhng chnh sch khuyn mi qung co cng ty dn mang thng hiu gn hn ti khch hng mi, m c th l min bc. Nhng hot ng to nn ting vang v thu ht s ch ca ngi tiu dng. Hng nm cng ty ng h kh nhiu cho cc qu phc li x hi, ng h ngi ngho, cc chng trnh gio dcVi l tng Chung tay v cng ng cng ty lun t trch nhim ca mnh i vi cng ng, ng gp cng sc tin cho t nc. 2.2.2.3.2. Cc hot ng b tr to gi tr - Xy dng h thng qun tr nhn lc Vi m hnh l cng ty c phn, cc cng ty con nm ri rc ti cc vng min khc nhau. L cng ty kinh doanh a nghnh do o cng tc qun l trn ton b tng cng ty gp khng t kh khn. Tuy nhin bng s n lc khng ngng cng ty khc phc c bng cch trin khai h thng thng tin trong qun l ERP, vi h thng ny khng nhng m bo cung cp thng tin cho mc ch qun l. Bn cnh n cn c hiu qu trong cng tc qun l nhn vin. C th cc d liu lin quan u c tp hp nh s lng, trnh , thm nincho php cng ty nm r thng tin nhn vin c nhng chnh sch v chin lc pht trin theo tng thi k. - u t pht trin cng ngh S pht trin ca khoa hc cng ngh i hi cng ty phi thng xuyn tip cn cng ngh mi trong sn xut, cng ty c i ng k s chuyn mn trnh cao c kh nng tip cn v pht trin thm cng ngh mi. Cng ty c phng
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nghin cu lun ng dng cng ngh mi trong vic sn xut sn phm nhm mang li cht lng v gi tr cao nht cho khch hng. - Cu trc h tng ca cng ty Xy dng vi m hnh cng ty c phn, mt cng ty m v nhiu cng ty con khc. Cc cng ty c phn chia m nhn cc nhim v khc nhau to ra s ng b v h thng khp kn, tnh chuyn mn cho cng ty. Cc cng ty chuyn sn xut chuyn phn phi- cc cng ty vn ti cng ty trong cc lnh vc khcDo to c s chuyn mn ha cao nn quy trnh t ch sn xut n tay ngi tiu dng din ra mt cch n nh, u n v c tnh linh hot cao lm ch c cc vn tc ng khc. Tm li vi nhng hot ng ch yu v hot ng b tr trn cng ty to ra dy chuyn gi tr t qu trnh sn xut n phn phi, uy tn trong lng khch hngGi tr c kt tinh trong nhng sn phm tuyt ho m cng ty cung cp v cng l gi tr to li th cnh tranh ring trn th trng. PHN III: LA CHN CHIN LC KINH DOANH 3.1.Phn tch ma trn SWOT 3.1.1. im mnh ( S ) 1. Th phn ln, thng hiu c uy tn cht lng cao, mu m a dng, c sn phm ng vng trn th trn 2. H thng phn phi rng khp. 3. H thng nh my bia rng khp, k thut sn xut tin tin. Hot ng sn xut kinh doanh tng trng v pht trin 4. i ng nhn vin c kinh nghim,trnh , tn tm, gn b vi cng ty. 5.Quy m ln mnh.
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6. H thng qun l cht lng ISO 9001:2000 7. Ban qun tr c nng lc, tham vng v c tm nhn. 3.1.2. im yu ( W ) 1. Cc chin lc marketing tht s cha mang li hiu qu. 2. H thng nh my cha ng u v mt quy m v cng ngh, cht lng. 3. M rng lnh vc kinh doanh sang nhiu ngnh nh hot ng u t ti chnh, bt ng sn nhng cha c chin lc di hn r rng. 4. H thng phn phi cn cha mnh ti khu vc pha Bc 5. Lng ln nguyn liu vn phi nhp khu 6. Sn phm sn xut ti nhiu nh my nn gp kh khn trong vic qun l ng b cht lng sn phm 7. Cc sn phm mang tnh ph thng cha t cht lng nh mong mun. 3.1.3.Thch thc ( T ) 1.S cnh tranh gay gt t cc cng ty lin doanh, cng ty nc ngoi vi cc nhn hiu bia ni ting th gii. 2. Gi nguyn vt liu tng cao 3. Thu tiu th c bit cn cao. 4. Cnh tranh khng lnh mnh do vic trn thu, gian ln trong kinh doanh trong ngnh bia Vit Nam cha c ngn chn trit .

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5. Chi ph lao ng tng. 6. Chnh lch mc sng nng thn v thnh th. 3.1.4. C hi ( O ) 1. Th trng bia nc ta c tc tng trng nhanh. 2. Thu nhp ca ngi dn tng, i sng nhn dn c ci thin, nhu cu v bia, ru nc gii kht do cng c tng cao. 3. C kh nng pht trin nhiu ngnh ngh 4. Kh nng thu ht vn u t trn quy m rng v khi lng ln thng qua vic nim yt trn th trng chng khon. Ma trn kt hp : im mnh im yu C hi Thch thc ( SWOT ) Bn ngoi Bn trong im mnh ( S ) S1S7 C hi ( O ) Thch thc ( T ) O1O4 T1T6 S-O: S dng S-T: S dng th th mnh nm mnh vt qua bt c hi 1. S3-O1 2. S1-O4 im yu ( W ) th thch. 1. S6-T6 2. S2-T4

3. S8-O3 W-O: Vt qua W-T: Ti thiu ha dng c hi. qua th thch. 1. W2-T1

W1W7 im yu tn im yu vt 1. W2-O1 Phn tch s kt hp ma trn SWOT:

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S kt hp gia c hi v im mnh ( SO ) l vic s dng cc im mnh tn dng c hi bn ngoi . 1. S3-O1: Cng ty c mt h thng phn phi rng khp v hu nh tri u khp c nc. iu ny l mt li th ln cho cng ty, khi th trng bia Vit Nam tng trng nhanh.Gip cho cng ty tiu th c nhiu sn phm, tng th phn, tng doanh thu v li nhun. 2. S1-O4: Cng ty c mt th phn ln, thng hiu uy tn, y l mt th mnh cng ty thu ht vn t cc nh u t trn th trng khi cng ty nim yt chng khon.T cng ty c c ngun vn m rng quy m sn xut, u t trang thit b hin i, nng cao cht lng sn phm, cng c v th trong lng ngi tiu dng. 3. S8-O3: Ban qun tr ca cng ty c nng lc, c tham vng v tm nhn.H c th nm bt c tnh hnh th trng trong hin ti v tng lai,hoch nh cc chin lc c th. c th bit c nn u t vo ngnh ngh no c li nhun cao v khng nn u t vo ngnh no.Trong thi k suy thoi, h c th gip cng ty xoay chuyn vt qua kh khn trc mt.
S kt hp im mnh v thch thc( ST ) l s dng im mnh trnh s

thch thc t bn ngoi . 1. S6-T6: Da vo tim lc hin c ca cng ty, cng ty y mnh sn xut, nng cao cht lng sn phm, tit kim chi ph, gim gi thnh,to ra cc sn phm ph hp vi mi nhu cu ca ngi tiu dng, gi khch hng c, thu ht khch hng mi v c khch hng ca i th cnh tranh. 2. S2-T4: Cnh tranh l vn khng th trnh khi ca cc doanh nghip, nh c th mnh l cng ty c mt dy chuyn sn xut hin i, u t nhiu cho vic nghin cu pht trin cc sn phm mi,v th cng ty to ra c cc sn phm
S kt hp im yu tn dng c hi (W-O) l khc phc im yu tn

dng nhng c hi t mi trng bn ngoi.

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1.

W2-O1: Cc chin lc Marketing ca cng ty vn cha t c

hiu qu cao, v th cng ty cn y mnh cc hot ng qung co, khuyn mi, gii thiu cc sn phm ca mnh n ngi tiu dng, khi cc sn phm ca cng ty mi theo kp tc tng trng ca th trng, gip cng ty tiu th c nhiu sn phm hn.
S kt hp im yu v thch thc (W-T) l khc phc im yu n trnh

nhng e da t mi trng bn ngoi. 1. W2-T1: Phn ln nguyn liu sn xut bia cng ty phi nhp khu t nc ngoi, gi nguyn liu th tng cao tng ngy v th cng ty hin nay nghin cu v trng th i mch (nguyn liu chnh sn xut bia) cc tnh pha Bc v cho nng sut rt cao.iu ny l mt thng tin tt cho cc cng ty sn xut bia trong nc.Gip cng ty lm ch c ngun nguyn liu, gim chi ph, gim gi thnh, to sc cnh tranh vi cc i th cnh tranh.
Chin lc ca cng ty t s kt hp ma trn SWOT: : im mnh im yu C hi Thch thc: mc ch ca s kt hp

ny l nhm to ra mt s cng hng gia 4 yu t hnh thnh mt chin lc m qua gip cng ty s dng mt mnh khai thc tt nht c hi, lp dn nhng yu km v gim bt nguy c.
Cng ty a ra s kt hp gia im mnh (S1)- C hi (O2)- im yu

(W4)- Thch thc (T1) a ra chin lc ca cng ty l chin lc Thm nhp th trng: Da vo th phn ln, thng hiu uy tn, sn phm c cht lng cao, khi i sng ca ngi dn c ci thin, thu nhp tng ln, th nhu cu chi tiu cho n ung cng tng, da vo nhng im mnh cng ty c th chim lnh c th trng, tiu th c nhiu sn phm, lm tng doanh thu, tng li nhun, tng th phn ra khu vc pha Bc chng xm nhp ngnh-phng th, to sc cnh tranh ln i vi cc i th cng ngnh. 3.2. Phn tch ma trn BCG

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3.2.1. Xc nh v nh gi trin vng cc nghnh kinh doanh Mc d l cng ty a nghnh nhng chung qui li Sabeco tp trung kinh doanh nhng nghnh ngh sau: - SBU_u t Ti chnh Qun l qu y l nghnh m hu nh cc cng ty d ln hay b u tham gia bi li nhun ca n mang li. Nhng nm gn y th trng ti chnh Vit nam ni chung pht trin kh mnh m, nhiu ngn hng ra i, cc cng ty chng khon mc ln nh nm, cc doanh nghip t nim yt trn sn chng khon, cc cng ty bo him. l v xu th pht trin ca mt quc gia c nh gi c tc tng trng cao nh Vit Nam. Vi nhu cu pht trin a nghnh nn hu nh cc cng ty ln u ln sn sang lnh vc ny v u t cho n lng vn khng nh. Sabeco cng khng ngoi l, cng ty lp cc Cng ty qun l qu Sabeco nm 1,14% c phn ca Ngn hng ng , 0,9% c phn Ngn hng thng mi c phn Xut nhp khu Vit Nam, 5,3% vn Ngn hng Phng ng; lp Ngn hng thng mi c phn Cng nghip v dch v Vit Nam vi t l gp 12%. Sabeco cn gp vn vo rt nhiu qu nh Qu u t Vit Nam (gp 96 t ng), u t chng khon Si Gn A2 (50 t), Thnh vin Vietcombank (60 t), Qu tng trng Sabeco (357 t) Tuy nhin so vi cc i gia trn th trng th mc tham gia ca Sabeco cha ng k vi hn 1000 t u t cho lnh vc ny. Th phn tng i : p < 0.1 Tc tng trng nghnh: V% = 27% - SBU_Cng nghip ung

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Bia l sn phm truyn thng, uy tn, cht lng cao t lu, nhn c s tin cy v ng h ca ngi tiu dng v hn th na - l nim t ho ca ngi dn Vit Nam. S tn nhim ca khch hng, mt trong nhng ti sn v gi, c hun c t hn 30 nm hnh thnh v pht trin ca SABECO. Hin nay chim hn 35% th phn trong c nc v l i gia hng u trong lnh vc bia ru. V cc loi nc gii kht khc. ung c cn hin c tiu th rng ri v tr nn ph bin trong nhng nm gn y. Trong nhng nm qua, ngnh ru - bia - nc gii kht ti Vit Nam c mc tng trng kh cao, bnh qun khong 12% (giai on 2006 2010), giai on 2011 2015 d bo t 13%/nm v giai on 2016 - 2025 t 8%/nm. C nc c trn 300 doanh nghip sn xut bia vi hn 400 nh my tp trung cc thnh ph ln nh H Ni (13%), Tp.HCM (23%), Hi Phng (8%). Th phn tng i : p = p_Sabeco/p_Habeco = 35/18 = 1.94 Tc tng trng nghnh: V% = 12% SBU_Du lch khch sn nh hng

Dch v du lch hin ti trn th trng Vit Nam c nh gi c mc tng trng kh cao hn 15%/nm. Vi hng lot cc cng ty mi ra i, nhng dch v mi, sn phm phong ph. Trnh cung cp dch v tr nn chuyn nghip hnDoanh thu v li nhun khng ngng tng ln qua cc nm. S lt khch n v lu li ngy mt tng, l cha k khch hng tim nng ni a. i vi th trng khch sn ti Vit Nam, khi nhu cu du lch tng cao l c hi cho nghnh ny pht trin. Thu nhp ngi dn tng ln, h dn c xu hng tha mn nhng nhu cu cao hn ca cuc sng trong sinh hot cng nh gii tr ngh dng. Du lch- khch sn- nh hng l cc nghnh c mi lin h cht ch h tr nhau, v ang c tim nng ln ti Vit nam. Nm bt c iu ny, Sabeco m rng hng kinh doanh sang nhng lnh vc trn nhm tm kim s

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pht trin trong tng lai. Tuy nhin do mi bc vo nghnh, cng ty cn kh non tr v cha c kt qu ng k no so vi cc i th cnh tranh khc trn th trng. Do vy, quy m nghnh ny cn cha cao, th phn nm gi khng ng k. Th phn tng i :p < 0.1 Tc tng trng nghnh: V% > 15% SBU_Bt ng sn. Vi mc tiu tr thnh mt cng ty a ngnh Sabeco thnh lp Cng ty c phn Bt ng sn Sabeco Land vi s vn iu l 480 t ng. Hot ng trong cc lnh vc mua bn, t vn u t dch v bt ng sn, cho thu vn phng, nh ngh. Tng trng doanh thu v li nhun ca nhm doanh nghip ngnh bt ng sn trong my nm gn y tuy gp bt li do bi cnh chung ca th trng, nhng hin vn c duy tr mc d bo ln lt l 55 % v 28%. y l nhng ch s c a ra trn c s kho tnh hnh hot ng ca cc cng ty bt ng sn tiu biu trong nm 2009, 2010 - nhng blue-chips ang nim yt trn hai sn nh nh SJS, NTL, VIC, KBC, HAG, BCI, NBB, LCG Mc d th trng a c, bt ng sn c kh nng sinh li cao nh vy , nhng th phn ca cc cng ty Vit li rt t, ch 10%. Theo nhn nh ca gim c mt doanh nghip a c ti TP.HCM, hin ba i gia trong lnh vc dch v bt ng sn ti Vit Nam l CBRE Vit Nam, Savills Vit Nam v Colliers ang chim th thng phong, khi nm n khong 90% th phn, trong cao nht l Savills Vit Nam ( khong 36%). S lng cc doanh nghip Vit Nam chuyn v dch v ny ch m trn u ngn tay nh: cng ty c phn Megagroup, Eden, Him Lam, VietRees Th phn tng i :khng ng k p < 0.1
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Tc tng trng nghnh : 55% 3.2.2. Phn loi cc SBU Ma trn BCG Ngi sao: - Cc sn phm bia kht B tin: 3.2.3. Xy dng mc tiu chin lc: * u tin, dng ngun vn d tha to ta t SBU- Bia, tc l dng li nhun thu li t kinh doanh bia u t vo nghnh nh hng khch sn du lch bt ng sn ru v nc gii kht to ra c cu kinh doanh ph hp vi xu th pht trin mi. Bn cnh hin nay nghnh bt ng sn u t ti chnh ang rt c tim nng v c cc cng ty a nghnh theo ui, s dng hiu qu t nghnh bia ru nui dng cc nghnh ny l mt la chn chin lc di hn. * Hin ti cng ty cha cn thit phi b nghnh no, bi l nhng nghnh cng ty ang theo ui hin ang trn pht trin. 3.2.4. Thc hin chin lc phn b vn u t * Chin lc gi vng u t ti chnh Qun l qu Bt ng sn Du lch Khch sn Nh hng Du chm hi: - Cc loi ru v nc gii

Ch m:

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S dng cho nghnh sn xut bia ru v nc gii kht nhm gi vng ch ng hin ti, tranh th thi gian khai thc trit li nhun thu li t nghnh. thc hin chin lc ny cn duy tr kh nng sn xut hin ti, khng ngng pht trin tng trng v y l th mnh ca cng ty. Tip cn u t cng ngh sn xut mi, m rng quy m Xy dng h thng phn phi- qun l nhm thc hin mc tiu xm nhp vo th trng min bc. i vi th trng nc ngoi cn lin kt vi cc i tc ca nc bn nhm tm ch ng v tn dng c th mnh ti cc nc s ti. * Chin lc xy dng Dng ngun vn thu li t con b sa u t cho ngi sao, du chm hi. Th nht, xy dng c cu ngnh bt ng sn pht trin theo dng vn phng cho thu v cao c. u t vo cc khu cng nghip ti cc min ang c chnh sch xy dng v pht trin cng nghip i vi ngnh u t ti chnh nn dn rt vn ti cc ngn hng tp trung ngun lc cng c mt ngn hng duy nht. i vi cc cng ty qun l qu nn thanh l cc cng ty c quy m nh, tp trung vo mt cng ty chnh vi danh mc u t rng nh chng khon, ngoi t, vng v cc hnh thc kinh doanh khc. 3.3. Ma trn chin lc chnh

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Mc tng trng th trng cao ( 1)

1.Hoch nh tip chin lc tng trng tp trung - Chin lc thm nhp th trng - Chin lc pht trin sn phm

V th cnh tranh yu

V th cnh tranh mnh (4)

1. a dng ha hn hp

Mc tng trng th trng thp

3.4. Phn tch la chn chin lc p dng phng php nh tnh la chn phng php ti u. 3.4.1. Chin lc thm nhp th trng : u im : l mt cng ty kinh doanh ch yu l bia v nc gii kht, bn cnh hin nay l cng ty chim th phn ln nht. Vi thng hiu uy tn, cht lng, sn phm c gi thnh ph hp vi mc thu nhp ca ngi dn Vit Nam. Ngoi ra, qu trnh hn 30 nm pht trin cng ty xy dng c h thng phn phi vng mnh ti min Nam v Nam Trung B, cng ty ang tin dn ti th trng min Bc. Do cng ty khai thc c im mnh ca mnh, pht trin c quy m sn xut hin ti.

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Vi v th trn th trng hin nay khi p dng chin lc ny khng nhng cng ty gi vng ch ng hin ti m cn to c hnh lang phng th vng chc trnh c s thm nhp ca cc i th cnh tranh. Vi ngun lc hin c, cng ty c kh nng xy dng mt h thng bia

ton din theo tiu chun quc t. Vi s pht trin ca khoa hc k thut v nht l trong ngnh cng ngh thc phm to iu kin v c hi khai thc tt ngun lc . Nhc im : khi tp trung vo chin lc trn c yu im ln m cng ty cn nm bt c l b qua nhng ngnh c tim nng hin nay nh ti chnh, cng ngh thng tin, cng ngh sinh hc. xy ra : Th nht, ri ro cao khi c i th mnh nh bt cng ty ra khi th trng tng lai. Bn cnh chin lc ny khng c tnh mo him gia nhp cc ngnh mi c tim nng v li nhun cao. Th hai, vi chin lc ny khng pht huy nng lc sng to v tm nhn chin lc ca nh qun tr trong vic m rng danh mc u t. 3.4.2. Chin lc pht trin sn phm : u im : tng cng v gi vng th phn, uy tn thng hiu thng qua vic ci tin sn phm, mu m, cc chnh sch khuyn mi, hu mi hp l. Nhu cu ca khch hng lun a dng v thay i, vn ha phng ty Do khng i theo xu hng pht trin a lnh vc nn c 2 trng hp s

dn du nhp vo i sng hng ngy ca ngi dn Vit Nam. Bn cnh vi thu nhp ngy cng tng cao ngi dn chi tiu nhiu hn cho cc khon tiu dng. l c s cng ty nhn din c cc phn on th trng ca mnh trong tng lai.

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Nhc im : chi ph nghin cu pht trin sn phm mi ln trong khi kt qu ny ch thc s em li hiu qu trong tng lai. Do lm mt chi ph c hi vn. 3.4.3. Chin lc a dng ha hn hp : u im : gip cng ty t do khai thc cc c hi ca th trng da vo tim lc hin c ca cng ty c v vn ln con ngi. ng thi gip doanh nhip tng trng nhanh chng v tng kh nng cnh tranh ca doanh nghip. M rng danh mc u t tng li nhun v pht huy ht ni lc Nhc im : khi bc vo cc lnh vc sn xut mi do thiu kinh nghim cng nh c yu t con ngi trnh s gy kh khn khi tip cn v pht trin. Cng ty phi b ra chi ph ln trong vic tip cn v chuyn i ngnh ngh, thiu s chuyn mn ha. Ngoi ra, bt k cng ty doanh nghip no cng vy khi thc s tham gia

vo nhng lnh vc khng phi l th mnh th khng th tn dng c nhng yu t c c trong qu trnh pht trin lu di sn phm dch v truyn thng ca mnh nh mi quan h khch hng, nh cung cp, th trng... 3.5. Quyt nh la chn chin lc Kt hp ma trn SWOT v BCG, da vo phng php phn tch nh tnh nhm a ra chin lc di hn 2011-2015 nh sau : Dng chin lc ch o l thm nhp th trng, kt hp s h tr c lc ca chin lc a dng ha hn hp. Nh phn tch ma trn BCG, nhm nhn thy nn tp trung vt sa, bi b n v tng cng cc bin php kch thch nhm gia tng lng sa. y l th mnh c trng ca cng ty, phi trit khai thc. Li nhun thu li tip tc u t cho n, phn cn li u t cho cc ngnh mi v c lin quan ti ngnh cng

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BTN: Qun tr chin lc

GVHD: Th.S H Tn Tuyn

nghip ung nh ung gim cn, gim huyt p, c li cho tim mch...cc sn phm cha dinh dng v vitamin cho nhu cu c th. i vi cc lnh vc nh ti chnh, bt ng sn nn u t cm chng, hn ch dn tri, khng lm vo vt xe nh nm 2008 v 2009 khin cng ty l gn 200 t ng. Tuy nhin, y l nghnh c nh gi c tc tng trng cao, do o chng ta c th tm thi nui dng n mc va phi, khi no con b sa ca chng ta thc s ht sa vt th mi tp trung chuyn qua lnh vc ny. Cc dch v du lch nh hng khch sn, hin ti s lt khch nc ngoi ti Vit Nam khng ngng tng qua cc nm, cha k ti khch hng ni a. l du hiu tt cho lnh vc ny, ha hn mang li ngun thu ng k cho cng ty. Trn thc t hin nay, c nhiu cng ty tham gia vo ming bnh cn khng l ny, mc d vy trnh cng nh kh nng thit k nhng tuor du lch cn thiu s ng b cha tha mn nhu cu gii tr ti a ca khch hng. Cho nn trong tng lai nu h thng nh hng khch sn ca cng ty c phn b t bc vo nam vi trnh phc v chuyn nghip, cc loi hnh du lch mi ra i tp trung vo mi trng, sc khe v khm ph to s t ph. Nh vy khng nhng pht trin c ngnh du lch- khch sn m ng thi tiu th cc sn phm bia ru ca cng ty nh cc loi bia ru c nng thp, th hin c ng cp ca ngi s dng, giu gi tr dinh dng nh Black beer.

Nhm Sabeco K13QTC1

Trang: 51

BTN: Qun tr chin lc

GVHD: Th.S H Tn Tuyn

KT LUN
Cc doanh nghip ngy nay cn xc nh r th mnh im yu cng nh c hi v thch thc xp hng doanh nghip mnh. Kt hp vi mc tiu pht trin, nh hng nghnh ngh, cc yu t bn trong v bn ngoi khch xy dng chin lc pht trin ngn hn v di hn. Nn tn dng th mnh ring ca mnh, lm n by cho cc hot ng khch. Ngy nay cc cng ty ln lun i theo con ng kinh doanh a nghnh a lnh vc, tuy nhin khng phi ai cng c thnh cng. Do vy chng ta cn thit xc nh hng i ng n ph hp vi tn giai on pht trin v tnh hnh chung ca nn kinh t th gii. Cng nh nh trn, chin lc c vai tr to ln trong s thnh cng hay tht bi. D quan binh c ng th no, v khi c ti tn bao nhiu m ngi lnh o khng vch ra chin lc r rng trit th cui cng u b tht th. Mt chin lc tt l phi mang li hiu qu v li nhun, chi ph, th phn Cho nn chng ta nhn nh rng chin lc lun tn ti trong mi hot ng sn xut, n din ra lin tc v bin ha khn lng theo tng mc thi gian c th. Mi nghnh kinh doanh c nt c trng ring nn chng ta khng th sao chp cch thc ca h v hy vn dng sng to v pht trin nhm xy dng cho ta con ng ngn nht dn n s thnh cng.

Nhm Sabeco K13QTC1

Trang: 52