Professional Documents
Culture Documents
CHIN LC SN PHM
DNG TM LP CA CNG TY
NHA VIT NAM (NAACO)
B TAI CHINH
TRNG AI HOC TI CHNH - MARKETING
KHOA MARKETING
CHIN LC SN PHM
DNG TM LP CA CNG TY
NHA VIT NAM (NAACO)
LI CM N
ti ny l s c kt gia l lun v thc tin, gia vn kin thc
khoa hc m em tip thu c trong 2 nm hc tp ti trng i hc
Ti Chnh-Marketing vi vn kin thc thc t thu thp c trong thc
tin. Vi s gip qu bu ca cc thy c gio v bn b, cc anh ch
kha trn, em hon thnh ti Chin lc sn phm dng tm lp
cng ty NAACO. Hon thnh ti ny, cho php em c by t li
cm n ti ton th thy c gio khoa Marketing_nhng ngi gip
em c c tht nhiu kin thc v Marketing.
Em cng xin gi li cm n su sc n c Th.s Nguyn Th Thy Linh,
ngi tn tnh hng dn gip em trong sut qu trnh hon thnh
ti ny. C tng bc hng dn, gip em vch ra mc tiu c th,
hon chnh hn v cch trnh by, ch cho em phng php v cch lm
mt ti tt.
Vi iu kin thi gian eo hp cng nh vn kin thc c hn nn ti
cng khng th trnh khi nhng sai st. Em rt mong c s ch bo,
ng gp kin ca c em c iu kin nng cao, b sung kin thc
ca mnh, phc v tt hn cng tc thc t sau ny.
Cui cng, em xin chc c tht nhiu sc khe, nhit huyt trn y
truyn t nhng kin thc b ch gip chng em n vi bn b tri
thc.
Xin chn thnh cm n!
Sinh vin
Trn Thanh Thy Trc
MC LC
Trn Thanh Thy Trc..............................................................................................3
NHN XT CA GING VIN...............................................................................4
TP. H Ch Minh ngy ... thngnm 2011..............................................................4
Ging vin....................................................................................................................4
MC LC....................................................................................................................5
PHN NI DUNG.......................................................................................................1
CHNG 1..................................................................................................................1
C S L LUN V MARKETING V CHIN LC SN PHM................1
Hnh 1.2 Marketing hn hp.......................................................................................7
Chin lc sn phm.............................................................................................................7
DANH MC HNH
Trn Thanh Thy Trc..............................................................................................3
NHN XT CA GING VIN...............................................................................4
TP. H Ch Minh ngy ... thngnm 2011..............................................................4
Ging vin....................................................................................................................4
MC LC....................................................................................................................5
PHN NI DUNG.......................................................................................................1
CHNG 1..................................................................................................................1
C S L LUN V MARKETING V CHIN LC SN PHM................1
Hnh 1.2 Marketing hn hp.......................................................................................7
Chin lc sn phm.............................................................................................................7
DANH MC BNG
Trn Thanh Thy Trc..............................................................................................3
NHN XT CA GING VIN...............................................................................4
TP. H Ch Minh ngy ... thngnm 2011..............................................................4
Ging vin....................................................................................................................4
MC LC....................................................................................................................5
PHN NI DUNG.......................................................................................................1
CHNG 1..................................................................................................................1
C S L LUN V MARKETING V CHIN LC SN PHM................1
Hnh 1.2 Marketing hn hp.......................................................................................7
Chin lc sn phm.............................................................................................................7
PHN M U
1.
L do chn ti:
Trong nhng nm qua ngnh cng nghip sn xut vt liu xy dng Vit Nam c
s pht trin tin b vt bc so vi cc nc tin tin trn th gii. Chnh nhng s
pht trin p ng nhu cu ngy cng cao ca cc doanh nghip xy dng trong
nc cng nh cc nh u t nc ngoi i vi lnh vc xy dng ti Vit Nam.
Bn cnh nhng vt liu truyn thng nh st thp, xi mng, gch , g, gm s thy
tinh vv... th vt liu nha composite (nha kt hp vi si thu tinh) tng bc c
ngi tiu dng bit n nh l mt loi vt liu cao cp vi cc sn phm c bn
v tnh nng u vit cho cuc sng nng ng v hin i. Nm bt c xu th ,
cng ty nha Nam (NAACO) pht trin thnh cng dng sn phm tm lp
composite F.R.P mt trong nhng sn phm tm lp composite hng u ti VN.
c c s thnh cng , cng ty nha Nam (NAACO) xy dng cho mnh
cho mt chin lc marketing ton din c th to ra s khc bit so vi i th
cnh tranh. Mt trong nhng yu t gip cng ty khng nh c thng hiu ca
mnh chnh l chin lc sn phm ca cng ty. V th ngi vit chn ti
Chin lc sn phm dng tm lp ca cng ty TNHH Nha Vit Nam (NAACO)
ti Vit Nam giai on 2008-2010 , t rt ra nhn xt v a ra mt s xut
nhm hon thin chin lc sn phm ca cng ty.
2.
Kt cu ti:
PHN NI DUNG
CHNG 1
C S L LUN V MARKETING V CHIN LC SN PHM
Nm 1986 Vit Nam chuyn t nn kinh t tp trung quan liu bao cp sang nn
kinh t th trng, nh l mt kt qu hin nhin, s cnh tranh ra i v din ra ngy
cng gay gt hn. S cnh tranh gia cc doanh nghip tc ng tch cc n li ch
ca ngi tiu dng song cng to thch thc ln cho cc doanh nghip. Mun tn ti
v pht trin trn thng trng khc lit, cc doanh nghip lun phi n lc ht mnh.
V mt trong nhng minh chng cho s n lc chnh l tm kim ra mt cng c h
tr c lc: Marketing_ chnh n l l chn cng nh v kh gip doanh nghip tn ti
trc s cnh tranh.
Vy Marketing l g? y chnh l cu hi c nhiu ngi quan tm. V
marketing din ra khp mi ni, chng ta tip xc vi n hng ngy. Tuy nhin
marketing c hiu theo nhiu ngha khc nhau v i khi c nhng quan nim nhm
ln. V gip ta tm hiu r hn cng nh c ci nhn ng n hn v s diu k ca
Marketing th ngi vit xin trnh by mt s vn lin quan nhm gii p phn no
cu hi nu trn
1.1 Khi nim Marketing:
Trong cc ngnh khoa hc x hi th ngnh marketing c l l mt trong nhng
ngnh non tr nht. S xut hin ca marketing ch bt u t nhng nm 1900.
Marketing bt ngun t mt thut ng ting Anh, ngha en ca n ngha l lm th
trng. Thut ng Marketing c s dng ln u vo nm 1902 trn ging ng
trng i hc Tng hp Michigan M.
V sau khi nghin cu nhiu ti liu, ngi vit c kt c cc khi nim ca c
nhn hay t chc c uy tn v lnh vc marketing nh sau:
nh ngha ca y ban cc hip hi Marketing M:
Marketing l vic tin hnh cc hot ng kinh doanh c lin quan trc tip n
dng vn chuyn hng ha v dch v t ngi sn xut n ngi tiu dng.
S-T-P
Research
Marketing gm nm bc c bn sau:
Phn khc, chn th trng muc tiu, nh v
Nghin cu thng tin Marketing
Kim tra, nh gi chin lc
Marketing Mix
Xy dng chin lc Marketing Mix
Trin khai thc hin chin lc
Implementation
Control
Chin lc S-T-P: Sau khi c nhng thng tin th trng ta tin hnh phn
khc th trng (Segmentation) theo nhng tiu thc nh nhn khu hc, phong cch
li sng, hnh vi tiu dng Sau khi c nhng khc th trng r rng cc nh
Marketing tin hnh chn th trng mc tiu(Targeting) ph hp vi nng lc ca
doanh nghip. Cui cng l nh v sn phm (Positioning) ca mnh to s khc
bit vi cc sn phm cnh tranh khc trn th trng v khch hng c th nhn
bit c li ch then cht t sn phm.
tiu cc Doanh nghip tip tc xy dng chin lc Marketing tng hp, theo 4 chin
lc c bn sau: Sn phm, Gi c , Phn phi, Chiu th.
Vai tr:
Theo quy lut vn hnh ca nn kinh t th cng nhiu doanh nghip nhn ra tm
quan trng ca hot ng marketing. Ngy trc, cc doanh nghip thng nh ng
Marketing c vai tr ngang bng so vi cc yu t sn xut, ti chnh, nhn sSong
hin nay th Marketing l mt trit l mi trong kinh doanh. C cc hot ng
marketing th doanh nghip mi c th nh hng r rng c th, c th tha mn nhu
cu khch hng mt cch ti a. T ta rt ra Marketing c 4 vai tr sau:
Th nht Marketing c vai tr nh hng cho tt c hot ng ca doanh nghip,
hng dn doanh nghip ngh thut tm ra cng nh l khi gi nhu cu ca khch
hng, t nh ra chin lc ph hp tn ti v pht trin, gip cho doanh nghip
ch ng trong nn kinh t thng xuyn thay i hin nay.
Th hai Marketing l cu ni gip doanh nghip gii quyt tt cc mi quan h,
gip dung ha cc li ch ca doanh nghip, ca khch hng cng nh ca x hi.
1.3.2
nng nht.
Kim sot v gi c.
Product
Place
Th Trng
Th
trng
Price
mc tiu
Marketing Mix
Promot
ion
Mc tiu
chc chn, trnh cho cng ty khi nhng ri ro tn tht trong kinh doanh. iu lin
quan cht ch vi chnh sch a dng ha sn phm.
1.4.4
loi sn phm cho ring n.Tp hp tt c chng loi sn phm ca mt loi sn phm
l chiu di ca tp hp sn phm hay cn c gi l dng sn phm.
i vi mi chng loi sn phm th thng c nhn hiu cho ring mnh mang
slogan, trit l kinh doanh, s khc bit, ng cp ca mi doanh nghip. Nhn hiu
l tiu ch phn bit gia sn phm ny vi sn phm khc, phn bit doanh nghip
ny vi doanh nghip khc. V vy nhn hiu tr nn rt quan trng trong mi doanh
nghip, doanh nghip c cc quyt nh sau c lin quan n nhn hiu: Quyt nh v
cch t tn nhn, Quyt nh ngi ng tn nhn hiu, Quyt nh nng cao uy tn
nhn hiu.
C th tng quyt nh nh sau:
Quyt nh v cch t tn nhn:
Ty theo c im sn phm v chin lc ca tng cng ty m nh sn xut c th
c nhng quyt nh v cch t tn nhn nh sau:
t tn theo tng loi sn phm ring bit.
t mt tn cho tt c sn phm
t tn sn phm theo tng nhm hng.
Kt hp tn ca cng ty v tn nhn hiu.
Nhn hiu gip ngi mua phn bit c sn phm sn xut hoc bn t cc
doanh nghip, gip phn bit vi i th cnh tranh. Do , vic la chn mt nhn
hiu c hiu qu khng phi l mt nhim v d dng. Mt nhn hiu c xem l l
tng nu n c mt s nhng c im sau:
c trng v d gy n tng.
quyt nh.
quyt nh.
c tnh sn phm:
Thit k sn phm:
1.4.4.4
Ngy nay bao b c xem nh mt tiu chun nh gi cht lng sn phm. Chi
ph cho bao b l thnh phn cu to nn gi thnh sn phm. Ni cch khc, bao b
lm tng gi tr ca sn phm.
a)
Khi nim
Bao b (ng gi) l nhng hot ng nghin cu, sn xut cha hay gi cho
mt sn phm.
Bao b c th gm 3 lp:
th
Bao b vn chuyn: L lp bao gi ngoi cng nhm phc v cho
Kch thch tiu th: Ngoi chc nng bo v v thng tin trn bao
b cn nhm kch thch tiu th sn phm thng qua tnh thm m
ca bao b nh: kiu dng, mu sc, cht liu lm bao b
c)
Dch v h tr sn phm
Sn phm mi ci tin.
G chn mui
G pht trin SP
G suy thoi
G gii thiu SP
Doanh thu
Li nhun
G Gii thiu
*Doanh thu thp
*Chi ph trn mi
khc hng cao
*Li nhun m
*Khch hng t
*Cnh tranh t
G pht trin
G chn mui
G suy thoi
*Doanh thu tng
*Doanh thu t
*Doanh thu gim
nhanh
ti a
nhanh
*Chi ph trn mi *Chi ph trn mi *Chi ph trn mi
khch hng trung khch hng thp
khch hng thp.
bnh
*Li nhun t ti *Li nhun gim
*Li nhun bt
a
nhanh
u tng
*Khch hng ti
*Khch hng t
*Khch hng tng
a
*Cnh tranh gim
*Cnh tranh tng *Cnh tranh mnh
m
Mi trng marketing vi m:
Mi trng marketing v m
Mi trng dn s:
Mi trng t nhin:
TM TT CHNG 1
Tm li, chnh sch lin quan n sn phm l mt b phn quan trng trong hot
ng Marketing ca doanh nghip. Mun sn xut kinh doanh c hiu qu cng ty
phi nm r n v cng ty mnh d kin kinh doanh th trng no v kinh doanh
sn phm nh th no. Nhng quyt nh lin quan n sn phm rt a dng, chng
bao gm nhng quyt nh v loi hnh sn phm sn xut v kinh doanh, kinh doanh
theo hng a dng ha hay chuyn mn ha. Quyt nh v nhn hiu, cht lng,
bao b, v nhng dch v h tr nhm tng cht lng v mc hon thin ca sn
phm. Ngoi ra, cng tc nghin cu sn phm mi l b phn khng th thiu c
trong chnh sch sn phm. c th tn ti v pht trin cng ty phi thng xuyn
nghin cu ci tin sn phm, a ra nhng mu sn phm ph hp vi xu hng tiu
dng ca khch hng. Trong qu trnh kinh doanh, doanh nghip cn tm hiu sn
phm ca mnh ang giai on no ca chu k sng. iu ny s gip cho doanh
nghip a ra cc quyt nh ph hp trong tng giai on khc nhau ca sn phm
c th trnh c nhng ri ro ng tic cho doanh nghip.
CHNG 2
CHIN LC SN PHM YU T TO NN S THNH CNG
CA CNG TY TNHH NHA VIT NAM
2.1
2.1.1
2001 - 2005
2006 - 2010
Xi mng
triu tn/nm
5,7
7,9
Vt liu xy
800
Knh xy dng
triu m2/nm
4,7
6,0
S v sinh
ngn ci/nm
1.500
1.900
Gch men
triu m2/nm
5,0
6,2
Gch bng
triu m2/nm
2,7
3,4
xy dng
triu m3/nm
1,0
1,0
Vt liu lp
triu m2/nm
7,0
9,2
Thp xy dng
triu tn/nm
0,4
0,6
2.1.2
2.1.2.2
Cng vi s pht trin ca nn kinh t, cng ngh xy dng ca Vit Nam cng c
nhng bc tin mi trong qu trnh hi nhp vi cc nc trong khu vc cng nh
trn th gii. Ngy cng c nhiu gii php xy dng hin i thay th dn cc phng
php xy dng truyn thng cho ra i cc cng trnh vi cht lng cao, qui m
ln, thi gian thi cng nhanh.
i i vi s pht trin kinh t song ti nc ta vn c t s lm pht ang ngy
mt gia tng, ko theo gi c nhiu mt hng tng nhanh nn ngi tiu dng c xu
a)
Trong phn khc th trng trung cao cp trn th trng tm lp composite f.r.p
ti Vit Nam, c hai thng hiu Ampelite v NAACO. Ampelite l nh sn xut tm
lp c h thng nh my ti Australia, New Zealand v mt s nc Chu (trong
c Thi Lan rt gn Vit Nam). Sn phm tm lp composite f.r.p Ampelite c mt
s nh nhp khu Vit Nam phn phi trn th trng. Ngoi ra, Ampelite cn l nh
cung cp cc sn phm tm lp composite f.r.p cho cc tp on quc t nh Zamil,
Kirby, Bluscope Steel, PEB Steel ang hot ng ti Vit Nam.
i vi phn khc th trng cp thp tp trung gn 20 n v sn xut tm lp
composite f.r.p. pha Nam c Tn Kim Long, Vit Trung, Chn Hng, Minh Pht,
gi cao
Tun Thnh, Thnh Cng, Tn Vnh Pht, Nha Rng ng pha Ampelite
Bc c Tanado,
Mai Cng, Lng Duy, ng Thnh,
Tun
Vit
Minh
NAACO
Tanado
Rng ng
Minh Cng
Tn Vnh Pht
Chn
Tn Kim
Long
Thnh Cng
Gi thp
COMPOSITE
2.1.3.1
Yu t php lut
Quy hoch tng th pht trin vt liu xy dng Vit Nam va c Th tng
Chnh ph ph duyt, nu r: Pht trin vt liu xy dng (VLXD) phi bo m tnh
bn vng, gp phn pht trin kinh t, to s n nh x hi v bo v mi trng; ph
hp vi cc quy hoch khc lin quan. i vi ring lnh vc vt liu lp th phi
pht trin a dng cc sn phm tm lp nh tm lp composite, tm lp
polycarbonate, tm lp polycarbonate hp kim nhm, tm lp t si hu c v bi
tum, tm lp acrylic c ph cc ht t nhin v gia cng cc tm lp kim loi.
(theo QUYT NH Ph duyt quy hoch tng th pht trin vt liu xy dng Vit
Nam n nm 2020_ S: 121/2008/Q-TTg)
T quyt nh ban hnh ca th tng chnh ph, cc cng ty c bit tp trung
pht trin cng ngh k thut nhm nng cao sn lng sn phm v a dng ha sn
phm trn th trng.
2.1.3.2
Yu t mi trng kinh t
Nn kinh t ngy cng tng trng mnh m, nhu cu xy dng cng trnh nh my
cng tng v vi ch trng tit kim in nn a s cc doanh ngghip xy dng
chn tm lp ly sng. Ngoi ra Pht trin sn xut ngi nung truyn thng 22 vin/m2
cc a phng c ngun nguyn liu, bo m cht lng sn phm v hn ch ti
a nh hng n mi trng vi cc ch tiu v nhin liu v nng lng nh sau:
+ Than cm 4 5 209 kg/1000 vin;
+ in 59 KWh/1000 vin.
- Pht trin sn xut cc loi ngi trng men, ngi trang tr cht lng cao c gi tr
kinh t, phc v cho xy dng trong nc v xut khu.
2.1.3.3
Yu t mi trng t nhin
Tng quan
Nng
ca NAACO
2.2.3.2 S t chc
HI NG THNH VIN
GIM C IU HNH
PH GIM C
PH GIM C
NH MY
LONG AN
NH MY
H NI
P. K TON
P KINH DOANH
TIP TH
P. HNH CHNH
-
CHI NHNH
NHN S
H NI
VPD
P. K THUT
NNG
P. R&D
quyt nh cao nht ca cng ty. Thnh vin l t chc ch nh ngi i din
theou quyn tham gia Hi ng thnh vin. iu l cng ty quy nh c th nh k
hp Hi ng thnh vin, nhng t nht mi nm phi hp mt ln. ca cng ty; Vi
cc nhim v nh sau: Quyt nh tng hoc gim vn iu l, quyt nh thi im
v phng thc huy ng thm vn; Quyt nh phng thc u t v d n u t
c gi tr trn 50% tng gi tr ti sn c ghi trong bo co ti chnh ti thi im
cng b gn nht ca cng ty hoc mt t l khc nh hn quy nh ti iu l cng
ty; Quyt nh mc lng, thng v li ch khc i vi Ch tch Hi ng thnh
vin, Tng gim c, K ton trng v ngi qun l khc quy nh ti iu l
cng ty; Thng qua bo co ti chnh hng nm, phng n s dng v phn chia li
nhun hoc phng n x l l ca cng ty; Quyt nh c cu t chc qun l cng
ty; Quyt nh thnh lp cng ty con, chi nhnh, vn phng i din; Sa i, b
sung iu l cng ty; Quyt nh t chc li cng ty; Quyt nh gii th hoc yu
cu ph sn cng ty;
Gim c iu hnh: gim c iu hnh ca cng ty NAACO l b Nguyn
Cng
ty;
l cc nhn vin kinh doanh, trc tip chu trch nhim thc hin cc hat
ng tip th - bn hng ti cc khch hng v khch hng tim nng ca Doanh
nghip nhm t mc tiu v Doanh s, Th phn,... Trong b phn kinh doanh chia
thnh 3 b phn nh: phng kinh doanh, chi nhnh v 3 vn phng i din ti H
Ni, Nng v TP. H Ch Minh.
2.2.4
2.2.4.1
1997
2000
1997: Tm lp 1999:
Xe
ly sng
y/thng cha
rc
1998: Tm lp
khng n mn
1997: Tm lp
ly sng
2007
2007: Bn gh
ngoi tri
2005: Khu vui chi
tr em
2003:
Ph
lp
chng n mn
2002: Chu hoa,
bn cha ha cht
1999: Xe y/thng
cha rc
1998: Tm lp
khng n mn
1997: Tm lp ly
sng
2010
2010: Sauna si thin
nhin
2009: Cabin trm thu ph
2007: Bn gh ngoi tri
2005: Khu vui chi tr
em
2003: Ph lp chng n
mn
2002: Chu hoa, bn
cha ha cht
1999: Xe y/thng cha
rc
1998: Tm lp khng n
mn
1997: Tm lp ly sng
Thnh tu t c
Trong sut 12 nm khng ngng nng cao, ci tin cht lng sn phm, cht
lng dch v v bo hnh, NAACO t nhiu gii thng nh:
Huy chng vng Hng Vit Nam Cht lng cao ph hp tiu chun 2003
Huy chng vng hi ch Vietbuild 2003,2005,2006,2007,2009
Cp vng thng hiu ngnh xy dng 2006,2007,2008
Danh hiu hng Vit Nam cht lng cao 2007 do ngi tiu dng bnh chn
Cp vng hi tr Vietbuild 9/2008.
2005
2006
2007
2008
2009
u nm
2010
Doanh thu
18.4
T l tng
trng (%)
22.2
29.3
41.1
52.2
48.3
121%
132%
140%
127%
93%
VT: t ng
Hnh 2.7: Biu Doanh thu qua cc nm 2005-2011
2.2.5
i vi khch hng
Tp.HCM
S d NAACO phn khc theo cc min v c tnh ng nht, nhu cu tiu dng
cao v khch hng mc tiu c nh gi l s dng.
Tiu ch phn khc theo mc thu nhp: NAACO phn khc th trng thnh th
trng trung- cao cp v khc th trng thp nhm a ra mc gi hp l cho tng
sn phm ca cng ty.
Tiu ch phn khc theo hnh vi tiu dng: Cng ty tp trung phn khc ch yu
vo li ch mua hng mang li. C th nh tm lp Natalite, Betalite th li ch mang
li l gim chi ph in nng tiu th, c hp cht chng tia cc tm, ngn cn vic
thm thu v thm nc tm lp Resita th li ch mang li l c lp bo v chng
n mn c mt trong v ngoi ca tm lp, s dng tt trong mi trng axit v
kim
2.3.2 Chn th trng mc tiu
T nhng phn khc th trng pha trn, NAACO xc nh th trng mc tiu
ca mnh l: phn khc th trng trung cp v cao cp, i th cnh tranh trc tip l
GVHD: Th.s Nguyn Th Thy Linh
Natalite
Betalite
Resita
2.3.3
nh v sn phm
Dng
dy
sn
Nhn hiu KIU SNG
c tnh sn phm
(mm
Chin lc sn phm dng tm lp ca cng ty Nha Vit Nam (NAACO)
phm
)
1;
c lm t vt liu hn hp nha v
Sng trn
1.2; si thy tinh (F.R.P) trn dy chuyn
Sng vung
Fibro
Onduline
NATALITE Spandek
Ecodek
Metdek
Peblok
Metklip
Kiplok
1.5;
t ng.
2.0;
2.5;
3.0
1.2;
1.5;
2.0;
2.5
1.5;
2.0
1.2;
di c ct theo yu cu v c th
ln n 15 mt. Sn xut theo qui
cch ring theo yu cu ca khch
hng.
1.5;
2.0
1.5;
Lokseam
Tm
2.0;
2.5
lp
ly
c lm t vt liu hn hp nha v
sng
Sng trn
chng bt, mu
Li ch: 85% nh sng t nhin i vo
cng trnh gip gim chi ph s dng
in. C cha hp cht chng tia cc
0.75;
LITE
1.0
Fibro
di ti a 6m
Fibro
Tm
Onduline
lp
khng
n
mn
RESITA
1.0;
c lm t vt liu hn hp nha
1.2;
1.5;
dy chuyn t ng.
2.0;
Li ch: C lp bo v chng n mn
2.5;
3.0
1.2;
1.5;
2.0;
2.5
Spandek
Ecodek
Metdek
Peblok
Metklip
Kiplok
1.5;
2.0
1.2;
1.5;
2.0
1.5;
Lokseam
2.0;
2.5
2.4.2
2.4.2.1
Tn nhn hiu
a)
10
11
Tn ch tiu
Phng php
th
Si thu tinh
ASTM E
1252-98
nh danh si
Hm lng
si
thu tinh, % khng 30,3 35,7 30,8 33,3 35,8
nh hn
bn ko, Mpa,
100 110 100 105 110
khng nh hn
dn t, %
2,0
2,0
1,8
2,5
3,4
khng nh hn
Lc khng x do b
loong ln nht, KN, 350 380 380 400 400
khng nh hn
Lc khng x do b
loong nh nht, 150 150 200 200 250
KN, khng nh hn
vng di ti
trng 190 N, 5 pht, 14
12
10
8
8
mm, khng ln hn
bn mu i vi
nh sng ban ngy,
5
cp, khng nh hn
bn ca dng
sng, tnh bng s
thay i kch thc
2
bc sng, %,
khng ln hn
bn i vi ti
Khng b nt, v hoc rch
trng ri
truyn sng, %,
50
khng nh hn
40,2
125
3,0
Jis K7052: 87
ISO 527-4:
1997
ISO 527-4:
1997
420
250
BS 4154 :
Part 1 : 1985
6
TCVN 58191994
TCVN 58191994
TCVN 58191994
TCVN 58191994
Vi bng tiu chun v cht lng nh trn th cng ty s d dng kim tra cht
lng sn phm t hay khng t c nhng sa cha kp thi khi sn phm n
tay khch hng lun t tiu chun v ng quy cch.
GVHD: Th.s Nguyn Th Thy Linh
c tnh sn phm:
a)
M S
NU SM
XM
XANH DNG
XANH THP
MR01
GR01
BR01
SR01
b dy sn phm (mm)
1,5
2,0
2,5
Si thu tinh
Phng php th
ASTM E 1252-98
33,3
35,8
40,2
Jis K7052: 87
105
110
125
2,5
3,4
3,0
400
400
420
200
250
250
BS 4154 : Part 1 :
1985
TCVN 5819-1994
TCVN 5819-1994
10
bc sng, %, khng ln hn
bn i vi ti trng ri
TCVN 5819-1994
11
12
rch
24h, % khng ln hn
48h, % khng ln hn
10%
48h, % khng ln hn
TCVN 5819-1994
TCVN 5819-1994
Vi bng tiu chun v cht lng nh trn th cng ty s d dng kim tra cht lng
sn phm t hay khng t c nhng sa cha kp thi khi sn phm n tay
khch hng lun t tiu chun v ng quy cch.
b)
c tnh sn phm:
Vic s dng bao b cho sn phm l rt quan trng qua cu ni: ca Trng Ngha
trn web vietnamnet.vn Bao b sn phm hn ai ht chnh l ngi bn hng thm
lng nhng hiu qu. Song sn phm tm lp c th tch ln, c vn chuyn trc
tip t nh my sn xut n cc cng trnh nn vic ng gi cng khng cn thit.
i vi cc sn phm phi vn chuyn vi khong cch xa th cng ty la chn
thng g hoc cc loi bao b tng t nh vy nhng c chn lt bao gi sn phm
nhm trnh try xc, va p. V trn cc thng g hoc bao b tng t c dn
thng hiu ca cng ty nhm tng mc nhn bit thng hiu cho cng ty.
2.4.5
Dch v h tr sn phm
2.4.5.1
Dch v h tr hng dn
Dc Mi:
Lp mi:
Lp vch:
2.4.5.2
Vn chuyn sn phm
Ca hng
im
chuyn
_ T 100 triu ng n di 200 triu ng:
+ Trong vng 40 km:
Chiu di di 6 m: Cng ty s chu chi ph vn
TP.HCM vc ni .
_ Bao vn
&
H Ni
chuyn
Chiu di trn 6 m: Cng ty v khch hng mi
chuyn n ni
Chnh xe, ni
gi hng (trong
khu vc ni )
v tnh.
_ Ca hng chu
chi ph vn
chuyn v cc
Nng
tnh, n cng
trnh m h
cung cp hng.
chi ph vn chuyn
_ Di 100 triu ng: Khch hng chu chi ph vn
chuyn t Nh my Long An n cng trnh
_ T 100 triu n di 200 triu ng: Cng ty v
khch hng mi bn chu chi ph vn chuyn t Nh
my Long An n cng trnh
_ T 200 triu tr ln: Cng ty chu chi ph vn
chuyn t Nh my Long An n cng trnh
2.4.5.3
Thi gian
Chiu di ti a
bo hnh
3 nm
5 nm
7 nm
10 nm
12 nm
15 nm
(m)
10
10
15
15
15
15
Chiu di ti a (m)
15
15
15
15
15
15
2.5.1
2.5.1.1
Ni b doanh nghip:
Mi trng t nhin
Hin nay, vic xy dng cc loi vt liu nng ang nh hng trc tip ti mch
nc ngm ti cc th ln. Trong quy hoch th cn tnh ton u tin s dng cc
loi vt liu nh, bo v mi trng. Thc t, thi gian qua, cc sn phm vt liu xy
dng tit kim nng lng v thn thin vi mi trng bt u thu ht s quan tm
ca th trng. Li th ca cc loi vt liu ny l gip gim chi ph tiu hao trong qu
trnh s dng. Mt khc, nhiu loi vt liu nh (cch nhit, cch m) cng c th
trng rt ch do m bo cc tiu ch v mi trng. Trong , a bn TP. H Ch
Minh v cc tnh pha Nam pht trin mnh nh ph hp iu kin kh hu nng nng
quanh nm.
V mc nhim mi trng ngy cng trm trng do cht thi cng nghip, k c
kh thi v nha kh phn hyNgy nay i vi sn phm d tt hay r nhng l
sn phm lm nhim mi trng s b khch hng ty chay.
nh vo xu hng thn thin vi mi trng, NAACO pht trin dng tm lp
xanh, tp trung pht trin cng ngh sn xut nhm gim thiu tc hi n mi trng
ng thi cng u t vo vic x l cht thi sau khi sn xut nhm to dng lng tin
cho khch hng cng nh x hi.
2.5.2.2
Ngun cung ng
i th cnh tranh
Gii trung gian cung ng sn phm ca cng ty NAACO gm hai b phn chnh l
ca hng/ i l kinh doanh vt liu xy dng v b phn cng trnh: nh my thp
tin ch, nh thu, cng ty xy dng
Vi s lng hn 200 i l phn phi chnh ca NAACO lm vic rt hiu qu,
cng ty thng xuyn c nhn vin n tn ca hng kim tra, kho st v nhn thy
cc nh phn phi nhit tnh gii thiu sn phm tm lp NAACO, thc y tiu th
nhm gia tng th phn cho tm lp NAACO.
Bn cnh nhng nh phn phi sn phm c uy tn, hin nay xut hin thm nhng
nh phn phi v li nhun c nhn, tro nhng sn phm chnh hng ca cng ty
vi cc sn phm nhi, km cht lng, lm khch hng chu thit thi v mt lng tin
vo sn phm.
iu tc ng khng nh n hot ng sn xut kinh doanh ca cng ty. Nm
bt tnh hnh cung ng sn phm NAACO trn th trng qua cc nh phn phi nn
cng ty c nhng bin php c th thng xuyn kim tra cc i l c lu tr sn
phm tm lp ng theo quy cch, c m bo ng nhng dch v NAACO cung cp
cho khch hng trc tip hay khng, thng xuyn ly mu sn phm ti nh phn
phi kim tra cc tiu chun sn phm, sau km theo giy xc nhn nhm tng uy
tn ca cng ty ln nh phn phi.
Song song NAACO tng cng cng tc cho bn hng ti cc nh phn phi,
t chc cc bui hi tho gip nh phn phi hiu tht r v sn phm tm lp, to
mi quan h hp tc tt p vi cc i l trung thnh nh hng nm u p dng
chnh sch chit khu v thng doanh s chia s li nhun vi khch hng nhm
Khch hng:
2.6
Chin lc gi
Chin lc chiu th
Hng nm, NAACO lun p dng chnh sch chit khu v thng doanh s
chia s li nhun vi khch hng nhm cng nhau xy dng mi quan h kinh
doanh lu di
NAACO
hin
ang
dng
website
www.naaco.com.vn,
www.betalite.com.vn l knh truyn thng chnh thc trn mng internet. Ngoi
ra, NAACO cng hin din trn gn 100 website trong v ngoi nc, bao gm
cc website chuyn v thng mi dnh cho B2B, cc website v ngnh
composite trong v ngoi nc, cc website thng mi in t, v.v..
CHNG 3
NH GI V CC GII PHP NHM GIP CNG TY
HON THIN V NNG CAO HIU QU
CA CHIN LC SN PHM.
3.1
NAACO
Vic vn dng chin lc sn phm ca cng ty c nhiu u im so vi i th
cnh tranh nhng cng ty cn nhiu khuyt im cn phi c khc phc nh sau:
Bng 3.1 BNG NHN XT CHIN LC
DNG SN PHM TM LP NAACO NM 2008-2010
STT
1
3
4
Chin lc
u im
a dng v chng loi, cc
Kch thc tp hp
sn phm c cc loi sng,
sn phm
b dy a dng.
Cng ty to c uy tn
cho doanh nghip ni
Nhn hiu sn phm
chung v cho sn phm ni
ring, nh vo tn nhn
hiu d c, d nh.
Khuyt im
Ch p ng mt phn
cho th trng
Khng to c n
tng cho ngi mua
sn phm
u i c cng ty thc
hin gp phn lm gia tng
thm s lng khch hng
mua sn phm v c p
dng cho mi phn khc.
Cng ty pht bng bo gi
v mu km theo min ph
gip khch hnh thoi mi
v thn thin hn.
a dng v chnh sch u
Dch v h tr sn i, hng dn lp t tn
phm
tnh, bo hnh ln n 15
nm
Cho khch hng thm s
Pht trin sn phm la chn, trnh c vic
mi
phn phi c quyn ca
nc ngoi.
So vi i th cnh tranh
i th cnh tranh
th sn phm c nhiu tnh
nng vt tri
Sn phm ang trong giai
on pht trin. cng ty c
gng gim ti thiu lng
Chu k sng sn hng tn cc ca hng,
phm
pht trin cc khon chit
khu, hoa hng, gip sn
phm ko di thi gian
trong giai on ca chu k.
Th tc bo tr cha
nht qun, nhanh chng
Vi tnh nng u vit ca vt liu composite f.r.p nn ngy nay rt nhiu cng trnh
dn dng v cng nghip ang s dng cc sn phm sn xut t vt liu composite
f.r.p thay th cc sn phm lm t vt liu khc. Trong ngnh sn xut tm lp, mt
s cng trnh nh xng, nht l nh xng c mi trng ha cht, ang dn chuyn
sang dng tm lp composite f.r.p thay th cho tm lp km hin nay. V tm lp
km khng c kh nng khng n mn nn tui th mi lp gim lm nh hng n
tui th cng trnh v ti sn bn di. Bn cnh , do cht liu composite f.r.p nh
hn km nn vic u t cho kt cu khung cng trnh, mi lp s c t hn, gip
tit kim chi ph u t cho cng trnh.
Chi ph in nng s dng cho cc nh xng ang l gnh nng cho cc doanh
nghip, nht l khi gi in khng ngng tng v xu hng s cn tng mnh trong
thi gian ti. Chnh v vy, cc doanh nghip quan tm nhiu hn n vic s dng
tm lp ly sng composite f.r.p ly sng t nhin cho nh xng, gim bt vic
u t thit b chiu sng, gim thiu chi ph in nng tiu hao trong sut thi gian
hot ng ca nh xng. Din tch s dng tm lp ly sng tng t 5% trn tng
din tch tm lp ln 10% - 15% trn tng din tch tm lp. Nu trc y cc cng
trnh nh xng thng ch dng tm ly sng trn mi, by gi h s dng c bn
hng cng trnh.
Dng vn u t FDI vo Vit Nam c nhiu trin vng sng sa, gn vi s gia
tng lng tin v c hi kinh doanh mi ca cc d n FDI. ng v tr th 12 trong
xp hng chung Ch s nim tin FDI, Vit Nam c bo co ca A.T. Kearney xp
v tr th 93 v mc thng thong ca mi trng kinh doanh (Ease of Doing
Business Ranking). Trong s cc nc ng Nam lt vo Top 25 ca xp hng Ch
s nim tin FDI 2011, Vit Nam ng trn Indonesia (v tr 21), Malaysia (v tr 20),
v Singapore (v tr 24). Mi y, Tp on ti chnh u t Goldman Sachs (Hoa K)
xp Vit Nam nm trong nhm 11 nc (N-11) c tc tng trng nhanh nht
th gii trong nm 2011, m ra nhng c hi cho cc nh u t v l a ch u t
tt cho cc nh u t th gii trong cc nm tip theo ng Horst F.Geicke, Ch
OPPORTUNITIES
O1: Chnh sch ca Chnh Ph tp
trung u t ngnh cng nghip vt liu
xy dng.
O2: Chnh tr trong nc n nh, d
ku gi u t nc ngoi.
O3: Nhu cu sn phm nha ngy cng
tng.
O4: Trnh gio dc Vit Nam ngy
cng c tng cao
O5: Nhiu th trng tiu th hn khi
nc ta gia nhp WTO
WEAKNESSES
THREATS
ty lm gim uy tn cng ty
T8: i th cnh tranh nhiu v gay
gt.
3.3
xut gii php hon thin v nng cao hiu qu chin lc sn phm
ca cng ty.
cng ty chim lnh th trng trong nc chun b cho k hoch xm nhp vo
th trng chu , th chnh lc ny y cng ty cn phi:
Thc hin nhng ci thin nhng im yu
Pht huy nhng im mnh hin c
GVHD: Th.s Nguyn Th Thy Linh
PHN KT LUN
Vi nhng bin php ng gp trn cng ty cn phi phi hp vi ba chin lc
cn li ti u ho li nhun. Cng ty phi duy tr pht huy nhng u im, khc
phc nhng nhc im cn tn ti trong sn phm, pht trin a dng ho chng loi
sn phm ca cng ty, v cui cng quan trng nht ca vic a ra nhng bin php
trn gip cho cng ty p ng c nhu cu ca khch hng cng nh cu ni
NAACO lm ra sn phm nhng bn s hi lng.
Vi nhng n lc, c gng khng ngng trong sn xut v kinh doanh ca cng ty
TNHH Nha Vit Nam trong giai on (2008 n 2010) c bit l qu I nm 2011
cng ty t c nhiu thnh tch ni bt, to ra bc tng trng ng k v doanh
thu, li nhun, ng gp mt lng gi tr ln cho ngn sch Nh Nc, khng nh v
th sn phm ca cng ty. Bn cnh nhng kt qu ng mng cng ty cng ng
qun rng sn phm tm lp ang trong thi k u pht trin, cng ty cn phi c n
lc cng nhiu hn na. Cng ty phi pht huy nhng im mnh hin c, ci thin
nhng im yu, tn dng nhng c hi, phng nga nhng e do v phi lun cp
nht thng tin th trng c nhng hoch nh ng lc.
Thnh cng hay tht bi, sng st hay tiu vong l ph thuc hon ton vo kh
nng nhanh nhn nhp cuc v duy tr tim lc kinh t n nh ca mi doanh nghip,
Cng ty NAACO khng nm ngoi s . c th tn ti v pht trin c, cng ty
NAACO phi tp trung ton lc phn u xy dng chin lc marketing ph hp,
y mnh thng hiu cng ty NAACO khng ch ring th trng trong nc m cn
phi m rng hn trn th trng th gii!
www.kienthuc.vn ...
3. Bo co kinh doanh v bo co th trng ca NAACO cc nm 2007, 2008, 2009,
2010.
4. B ti liu bn hng cng ty Nha Vit Nam