You are on page 1of 6

Phn tch kinh doanh mt hng hp ca Cng ty TNHH 1 thnh vin K ngh sc sn Vissan. 1. Gii thiu v cng ty 1.

.1 Qu trnh hnh thnh Cng ty TNHH Mt Thnh Vin Vit Nam K Ngh Sc Sn (VISSAN) l{ mt doanh nghip th{nh vin ca Tng Cng ty Thng Mi Si Gn, c th{nh lp t nhng ng{y u gii phng Min Nam v{ thng nht t nc. Cng ty TNHH Mt Th{nh Vin Vit Nam K Ngh Sc Sn hot ng trong lnh vc cng ngh git m gia sc, m bo c|c tiu chun v sinh, cung cp tht ti sng cho nhu cu ca nh}n d}n Th{nh ph trong thi k nn kinh t cn theo c ch bao cp. Sau , Cng ty ~ tham gia xut khu tht ng lnh sang th trng Lin X v{ c|c nc ng u ch yu l{ di hnh thc Ngh nh th . Trong nn kinh t th trng chuyn i t thi k bao cp, Cng ty ~ ch ng chuyn hng sn xut, mnh dn u t trang thit b, ly th trng ni a l{m n by ph|t trin, a dng ho| sn phm, m rng knh ph}n phi, x}y dng chin lc sn phm, gi| c ph hp vi th hiu v thu nhp ca ngi d}n. Cng ty ~ khng ngng ph|t trin v quy m cng nh c|c lnh vc sn xut, trc }y ch n thun l{ git m v{ ph}n phi tht gia sc th hin nay m rng sang c|c ng{nh ch bin thc phm, rau qu, chn nui, u t t{i chnh, x}y dng th{nh cng thng hiu VISSAN, to c uy tn ln trn th trng thc phm ti sng v{ ch bin, l{ mt trong nhng n v ch bin thc phm h{ng u trn c nc. Mt s sn phm ch bin ~ c xut khu sang c|c nc Nga, ng u, Ch}u . . . Mc d s lng cn t tuy nhin }y l{ th trng tim nng, Cng ty s tp trung u t trong thi gian sp ti nht l{ Vit Nam s tham gia vi c|c t chc kinh t th gii v{ khu vc. 1.2 Qu| trnh ph|t trin Ti l k nim 39 nm th{nh lp Cng ty Vissan (20-11-1970/2009) c xem nm m ch lc trn th trng thc phm ch bin t tht quen thuc vi ngi tiu dng. Thc phm ch bin t tht ca Vissan ~ chim lnh th trng v{ tham gia iu phi gi| c khi th trng c bin ng theo yu cu ca th{nh ph. Cng ty ~ ph|t trin c|c cm cng nghip ch bin thc phm khp kn rng 22 hc ta huyn Bn Lc, Long An ~ c cp php v{ s khi cng v{o th|ng 12 nm ti. Cm cng nghip n{y bao gm nhiu nh{ m|y git m, ch bin tht gia sc, gia cm khp kn nh git m heo 3.600 con/gi, 300 tr}u b/gi, 2.000 con gia cm/gi, nh{ m|y thc phm c cng sut 7.000 tn/nm. Nm 2009, cng ty t doanh thu hn 3.100 t ng, tng gp 4 ln so vi nm 2000 v{ mc tiu ca cng ty t ra v{o nm 2015 l{ hn 5.000 t ng. Mun vy cng ty phi u t c s h tng sn xut, vi cm cng nghip Long An nh ~ ni, nh{ m|y ch bin thc phm, rau qu, thc n nhanh, sut n cng nghip khu cng nghip T}n To, TPHCM; u t ph|t trin vng nguyn liu sch, an to{n trong chn nui heo, tr}u b, rau c qu m bo ph|t trin bn vng. V{ cui cng l{ x}y dng chui ca h{ng thc phm Vissan trn th trng c nc ch khng ch tp trung TPHCM v{ c|c tnh pha Nam nh hin nay. Hin h thng ph}n phi ca Vissan c 60 siu th mini theo m hnh b|n thc phm, rau c qu, 9 ca h{ng ln c|c ch, 1.000 i l trong c nc.

Hin ti mi ng{y Vissan cung cp ra th trng 75 tn tht heo, tr}u b, gia cm v{ 45 tn thc phm ch bin vi hn 200 mt h{ng kh|c nhau. 2. i th cnh tranh 2.1 Cng ty c phn Tuyn K: c thanh lap nam 1948. Nha may c xay dng tai t nh B nh Dng va i vao san xuat nam 1994 vi 100 von trong nc. Sn phm bao gm Thc phm h n lin Thit bo kho, thit heo kho va kho mc. Thc phm ng hp Thit hop bao gom: Thit bo, thit heo, thit ga; Ca hop: Ca moi, ca tr ch, ca ng ; Trai cay ong hop: Bao gom cac loai trai cay nhiet i nh: Chom chom nhan da, chom chom, thach da, trai cay hon hp thach da, da, u u, oi . Rau qua ong hop: Nam rm, bap non, cac loai au nh au o, au en ; Xc ch tit tr ng om Xuc x ch Heo, Bo c san xuat theo cong nghe Nhat Ban. Vi ch nh sach chat lng cua cong ty la Khong ngng cai tien sang tao thoa man nhu cau khach hang , cong ty cam ket thc hien Che o am bao chat lng SO 9001 : 2000 , nham am bao an toan ve sinh thc pham va c ngi tieu dung b nh chon la San Pham Hang Viet Nam Chat Lng Cao trong 13 nam lien 1997- 2009 , c ch nh quyen thanh pho trao tang nhieu giai thng va huy chng vang tai cac hoi ch Hn na, Cong ty va c cap Chng Ch Tieu Chuan Quan Ly Chat Lng Quoc Te SO 9001: 2000. San pham ca cong ty c ban rong rai tai cac t nh thanh Viet Nam, t Ha Noi en Thanh Pho Ho Ch Minh va cac T nh ong Bang Song Cu Long, di h nh thc ban s , ban le tai cac he thong Sieu thi Metro, Co.op mart, Big C, Maximark, Citimart va he thong nha sach, cac Shop ln nho. D kin cng ty s khai thac thi trng ong Au, Trung ong, Chau My, ong thi phat trien them cac khach hang trong cac nc khu vc ong Nam A nh Campuchia, Lao 2.2 Halong Canfoco: Thnh lp nm 1957, Nh{ m|y C| hp H Long c coi l mt trong nhng n v sn xut hp thc phm u tin ti Vit Nam. Ngy nay, cng vi s i mi mnh m ca t nc, nh my c hp H Long ~ tr thnh Cng ty C phn hp H Long (Halong Canfoco), mt trong nhng cng ty u tin nim yt trn th trng chng khon vi hn 1.000 lao ng, 8 nh my ch bin v 4 chi nhnh tiu th trn ton quc. Kinh doanh trong c|c lnh vc c hp, tht hp, rau qu hp, xc xch tit trng n nhng sn phm ng lnh ni ting nh ch gi hay nem hi sn. Halong Canfoco cng l{ mt trong nhng c s u tin ti Vit Nam sn xut cc mt h{ng c bit nh vin nang du c, gelatin, agar-agar. Sn phm ca Cng ty hin c mt khp cc tnh th{nh v{ c xut khu gn khp mi chu lc, t EU, ch}u , n Trung ng, ch}u Phi... 3. Phn tch tnh hnh sn xut ca cng ty Vissan khi phn phi ti siu th. 3.1H thng gi| c tht hp kho s|t c ti siu th Coop Mart. STT Tn mt hng Gi Trng Ni sn ut

lng 1 2 3 4 5 Heo hai lt Heo hai lt 5 con c Heo hai l|t Tuyn K Heo hm tiu xanh Tuyn K Sn nu u Vissan 14900 150g 13000 185g 17500 186g 19300 200g 19900 200g Halong Canfoco CP thy c sn Seaspimex Cty TP Tuyn K Cty TP Tuyn K TNHH 1 TV VN K ngh sc sn Vissan TNHH 1 TV VN K ngh sc sn Vissan TNHH 1 TV VN K ngh sc sn Vissan TNHH 1 TV VN K ngh sc sn Vissan TNHH SX TP Cng ngh Bo Ch}u TNHH SX TP Cng ngh Bo Ch}u TNHH SX TP Cng ngh Bo Ch}u TNHH SX TP Cng ngh Bo Ch}u TNHH SX TP Cng ngh Bo Ch}u TNHH 1 TV VN K ngh sc sn Vissan Cty TP Tuyn K Cty TP Tuyn K Cty TP Tuyn K Cty CP Vina Acecook Cty CP Vina Acecook

Heo hm Vissan

20500 150g

Tht heo kho trng Vissan

46200 397g

Heo hm Vissan

49000 397g

9 10 11 12 13 14

| |c tim B|t bo Havi { |c hm ng v Havi { |c tim s}m quy Havi | |c hm nh}n s}m Havi { |c tim thuc bc Havi { kho x ba bng mai Vissan

65200 400g 60200 400g 67900 400g 67900 400g 60200 400g 12800 150g

15 16 17 18 19

{ hp gng Tuyn K B kho Tuyn K B hm tiu xanh Tuyn K B nu p Vina Acecook B kho Vina Acecook

18600 200g 20400 200g 20300 200g 22000 120g 20000 170g

20 21 22 23 24

Xu mi Vina Acecook Cari g Vina Acecook Tht heo nu u Vina Acecook Xu mi st c| halong Xu mi st c| Vissan

20000 170g 20000 170g 20000 170g 17900 175g 17700 200g

Cty CP Vina Acecook Cty CP Vina Acecook Cty CP Vina Acecook Halong Canfoco TNHH 1 TV VN K ngh sc sn Vissan Cty TP Tuyn K Halong Canfoco Cty TP Tuyn K TNHH 1 TV VN K ngh sc sn Vissan TNHH 1 TV VN K ngh sc sn Vissan TNHH 1 TV VN K ngh sc sn Vissan an Mch an Mch

25 26 27 28

Xu mi Tuyn K B st ru vang H Long B 3 l|t Tuyn K B xo Vissan

17800 200g 26900 175g 19000 200g 19900 170g

29

Mm chng trng vt mui 25600 200g Vissan Ch m Vissan 23300 200g

30

31 32

Tht xay Celerity Tht xay Celerity

46500 200g 77200 300g

3.2 Nhn xt phng thc cnh tranh ca loi mt hng hp trong siu th. CCH SP XP Ty v{o mi siu th c mt c|ch b{i tr kh|c nhau v{ s lng h{ng ha cng kh|c nhau Sieu thi Lotte th mt h{ng a dng hn nhiu so vi Coop Mart C|ch sp xp Coop Mart: C|c thng hiu c hp ni ting ca cc tp o{n Thailand nh Royal,Pataya,Roza c trng b{y vi s lng ln v tr thun li nht Cch phn b r u gia sn phm c, tht, v thc vt. Cc mt hng c t 10-20 sn phm trn k C|ch sp xp ca Lotte: Sp xp nh Coop nhng ph}n chia ra nhp khu v{ sn xut ti Vit Nam. nhp khu ch yu t H Lan, M v{ c bit c khu gian hng ring ca hp Hn Quc. 1) Ga: C nc,c trch 155g:8000 10000 ty thng hiu

CNH TRANH

C ng hp du 220g :21000 25000 C thu st tng, st c, hp chanh ca Roza : 28000 40000 ty theo trng lng. Gi ca loi hp tht giao ng t 10000 20000. Cc cng ty ca Vissan v Tuyn K c s cnh tranh st sao v gi c. Sn phm ca Vina Acecook c mu m mi l l hp giy, gi| th{nh dao ng t 20000 22000. To s khc bit v tin gc cho ngi mua. Ngoi ra Cng ty Bo Chu cng sn xut hng lot mt h{ng g{ |c loi vi gi t 60000 65000, cnh tranh chung vi cc loi hp khc. Cng mt tp o{n,cng ty sn xut vi cng mt h{ng nhng c gi| kh|c nhau ty v{o thnh phn chnh ca c hp nh lng c hoc nc st v d:c Lily v Sea Crown ca tp o{n Pataya,mc d kh ging nhau nhng do th{nh phn khc nhau nn gi c schnh lch. Mt s cng ty nh Halong, Seaspmex ca Viet Nam do kh cnh tranh vi Thi Lan nn thng c chin luc khuyn m~i tng doanh thu. Gi ca 2 siu th c s chnh lch nhau t 500 1500 ng cho mi sn phm hp cng loi ti Coop. Mu m a s cc loi c hp c m{u v c st c chua. Mt s sn phm ca Three Ladies Cook v Coop Mart c thm dng lc 3 hp hoc hp 880g thun tin cho khch hng mua s lng ln vi gi tit kim . Sn phm tht ca Vissan v Tuyn K c mu m, kiu dng ging nhau, tn gi hp cng tng t to s tng ng nhm ln cho khch hng khi chn mua. 3.3 So s|nh gi| ca cng ty Vissan vi c|c i th cnh tranh kh|c. 3.3.1 i| c: Cng ty Vissan: 1 2 3 4 5 6 B xo Vissan Ch m Vissan G kho x Ba bng mai Vissan Heo hm Vissan Heo hm Vissan Mm chng trng vt mui Vissan 7 Sn nu u Vissan 8 Tht heo kho trng Vissan 9 Xu mi st c Vissan Cng ty Tuyn K: 1 2 3 4 5 B 3 lt Tuyn K B hm tiu xanh Tuyn K B kho Tuyn K G hp gng Tuyn K Heo hai lt Tuyn K 19000 20300 20400 18600 17500 200g 200g 200g 200g 186g 19900 23300 12800 20500 49000 25600 170g 200g 150g 150g 397g 200g

19900 200g 46200 397g 17700 200g

6 Heo hm tiu xanh Tuyn K 7 Xu mi Tuyn K 3.3.2 Nhn xt:

19300 200g 17800 200g

Hnh thc v{ tn sn phm ca 2 cng ty kh|c nhau d cng b|n trn mt loi mt h{ng l{ tht heo. i| c c gi| cnh tranh chnh lch nhau t 200 500. Mu m~ ca hai cng ty c m{u sc tng i ging nhau, cng ly hnh nh v c|c loi thc phm c by bn. Khi lng tnh ca Vissan c phn kh|c vi Tuyn K. Trong khi cng mt mt h{ng, cng ty Tuyn K a ra mt loi khi lng nht nh th cng ty Vissan li c nhiu la chn v khi lng trn cng mt mt h{ng . 4. Kt lun 4.1 im mnh: Cng ty Vissan ~ g}y dng c hnh nh tt trong mt ngi tiu dng vi cht lng v{ v sinh c m bo, l{ la chn s mt khi la chn mt mt h{ng hp. C nhiu mt h{ng thc phm kh|c nhau vi a dng c|c mc gi| ph hp vi khuynh hng tiu dng hin nay. M rng c s sn xut trn nhiu a phng, tng lng ph}n phi trn to{n nc ti c|c c s bun b|n thc phm tiu dng. 4.2 im cn khc phc Trong th cnh tranh i vi nhiu mt h{ng trong nc v{ nhp khu t nc ngo{i. C|c loi mt h{ng sn xut cn tng t vi c|c i th cnh tranh kh|c, cha to s kh|c bit trong loi hnh sn phm.

You might also like