TRNG I HC THNG MI KHOA THNG MI QUC T

BI THO LUN
MN QUN TR MARKETING 1.2
ti: La chn mt sn phm ca 1 cng ty kinh doanh c th? Phn tch ni dung qun tr knh phn phi ca cng ty .
Lp hc phn: 1115BMKT0311 Gio vin hng dn: inh Thy Bch Nhm : 7
STT 1 2 3 4 5 6 7 8 9 H v tn M sinh vin T nh gi Nhm K tn nh gi

Nguyn Th M Linh (nhm trng) 09D130348 Phan Thy Linh (th k) L Th Loan Ng Hong Long Trnh Vn Thin Long L Vn Lun L Mai Ly Trnh Th Phng Mai V Khc Nht Minh 09D130508 09D130349 09D130219 09D130268 09D130029 09D130108 09D130111 09D130272

Mc lc
PHN I. C S L LUN ................................................................................................................... 4 I. 1. 2. 3. 4. 5. II. Cc khi nim ............................................................................................................................ 4 Khi nim knh phn phi ...................................................................................................... 4 Cc cp ca knh phn phi .................................................................................................... 4 Chc nng ca knh phn phi ............................................................................................... 5 T chc knh phn phi .......................................................................................................... 6 Thit k knh phn phi .......................................................................................................... 8 Cc quyt nh qun tr knh phn phi .......................................................................... 14

1. La chn thnh vin knh phn phi ........................................................................................ 14 2. ng vin thnh vin knh phn phi ...................................................................................... 15 3. nh gi cc thnh vin ca knh phn phi............................................................................ 16 4. iu chnh cc sp t knh ...................................................................................................... 16 PHN II. LIN H THC T............................................................................................................. 17 I. 1. 2. II. 1. Gii thiu v URC Vit Nam .................................................................................................. 17 Lch s hnh thnh................................................................................................................. 17 Qu trnh pht trin ca cng ty. ........................................................................................... 18 Sn phm tr xanh C2 ........................................................................................................ 19 Gii thiu v sn phm. ........................................................................................................ 19

2. Tnh hnh sn xut, kinh doanh sn phm. ............................................................................... 21 III. 1. 2. 3. 4. 5. 6. IV. 1. 2. Hot ng phn phi tr xanh C2 ..................................................................................... 21 Mc tiu knh phn phi....................................................................................................... 21 Cu trc knh phn phi sn phm tr xanh C2.................................................................... 22 La chn thnh vin knh v tnh hnh hot ng ca cc thnh vin.............................. 24 Quy trnh t hng. ............................................................................................................... 28 Qun l hot ng ca knh phn phi. ................................................................................ 29 Cc chnh sch h tr hot ng phn phi. ......................................................................... 30 NHN XT V HOT NG PHN PHI SN PHM TR XANH C2..................... 31 u im. ............................................................................................................................... 31 Nhc im........................................................................................................................... 31

3. Gii php ................................................................................................................................... 32

LI NI U Ngy nay hu ht nhng ngi sn xut u cung cp sn phm ca mnh cho th trng thng qua cc trung gian phn phi. Nhng trung gian phn phi hp thnh mt h thng knh phn phi (cn c gi l knh marketing hay knh thng mi). Bi tho lun di y xin trnh by ni dung c bn v knh phn phi v cc quyt nh v qun tr knh phn phi trn tnh hnh thc t ca mt cng ty ti Vit Nam.

PHN I. C S L LUN
I. Cc khi nim 1. Khi nim knh phn phi Knh phn phi l mt tp hp cc t chc v c nhn c lp v ph thuc ln nhau tham gia vo qu trnh a hang ha hoc dch v t ni sn xut n ngi tiu dng cui cng. 2. Cc cp ca knh phn phi Cc knh phn phi c th c m t bng s lng cc cp trung gian ca n. Mi ngi trung gian s thc hin mt s cng vic nht nh nhm em sn phm ti gn ngi tiu dng hn v to thnh mt cp trong knh phn phi. V nh sn xut v ngi tiu dng l im u v im cui ca mi knh phn phi, nn h cng l nhng b phn ca knh. Chng ta s dng s cp trung gian ch di ca mt knh phn phi. Do c im khc nhau ca sn phm v dch v m cc knh phn phi cng c thit k khc nhau, bao gm knh phn phi hng tiu dng, knh phn phi hng cng nghip.

Knh phn phi hng tiu dng

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Knh phn phi hng cng nghip Knh khng cp (cn c gi l knh phn phi trc tip) gm ngi sn xut bn hng trc tip cho khch hng cui cng. Knh mt cp (knh phn phi gin tip) c mt ngi trung gian, nh ngi bn l. Knh hai cp c hai ngi trung gian. Knh ba cp c ba ngi trung gian. Ngoi ra c th c knh phn phi nhiu cp hn. Tuy nhin s cp ca knh tng ln th vic thu nhn thng tin v nhng ngi s dng cui cng v thc hin vic kim sot cc trung gian s kh khn hn. 3. Chc nng ca knh phn phi Mt knh phn phi lm cng vic chuyn hng ha t nh sn xut ti ngi tiu dng. H lp c khong cch v thi gian, khng gian v quyn s hu gia ngi tiu dng vi cc sn phm (hay dch v) Nhng thnh vin ca knh phn phi thc hin mt s chc nng ch yu sau : - Thng tin. Thu thp thng tin cn thit hach nh marketing v to thun tin cho s trao i sn phm v dch v. - C ng. Trin khai v ph bin nhng thng tin c sc thuyt
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phc v sn phm nhm thu ht khch hng. - Tip xc. Tm ra v truyn thng n khch hng tng lai. - Cn i. nh dng nhu cu v phn phi sn phm thch ng vi nhu cu ca khch hng. Vic ny bao gm nhng hat ng nh sn xut, xp hng, tp hp v ng gi. - Thng lng. C gng t c s tha thun cui cng v gi c v nhng iu kin khc lin quan c th thc hin c vic chuyn giao quyn s hu hay quyn s dng sn phm. - Phn phi vt phm. Vn chuyn v tn kho hng ha. - Ti tr. Huy ng v phn b ngun vn cn thit d tr, vn chuyn, bn hng v thanh ton cc chi ph hot ng ca knh phn phi. - Chia s ri ro. Chp nhn nhng ri ro lin quan ti vic iu hnh hot ng ca knh phn phi. Nm chc nng u nhm thc hin c nhng giao dch, ba chc nng sau nhm hon thin nhng giao dch thc hin. 4. T chc knh phn phi a, Knh Marketing truyn thng Mt knh marketing truyn thng bao gm nh sn xut, nh bn s v nh bn l c lp, trong , mi ngi l mt thc th kinh doanh ring bit lun tm cch tng ti a li nhun ca mnh, cho d c lm gim li nhun ca c h thng. Khng c thnh vin no ca knh phn phi c quyn kim sot hon ton hay ng k i vi cc thnh vin khc. Nhng knh marketing truyn thng thiu s lnh o mnh, c c im l hot ng km hiu qu v c nhiu mu thun phc tp.

Nh sn xut

Ngi bn s

Ngi bn l

Khch hng

Knh marketing truyn thng b, H thng marketing dc (VMS) Mt h thng marketing dc (VMS), bao gm nh sn xut, nh bn s v nh bn l hot ng nh mt th thng nht. Hoc mt thnh vin ny l ch s hu ca cc thnh vin khc, hoc trao cho h c quyn kinh tiu, hoc c quyn lc mnh n ni cc thnh vin kia phi hp tc. H thng marketing dc c th t di quyn kim sot ca mt ngi sn xut, mt ngi bn s hay mt ngi bn l. H thng marketing dc l mt mng li k hoch ha tp trung v qun l c nghip v chuyn mn, c thit k vi m bo tit kim trong khai thc v t mc ti a nh hng ca th trng. H thng marketing dc ang tin ti kim sot hnh vi ca knh v loi tr mu thun pht sinh do cc thnh vin c lp ca knh theo ui nhng mc tiu ring ca mnh. N tit kim c l nh qui m, kh nng thng lng v loi tr c nhng dch v trng lp.

5. Thit k knh phn phi Vic thit k h thng knh phn phi i hi phi phn tch nhu cu khch hng, xc nh nhng mc tiu v nhng yu cu bt buc ca knh, xy dng v nh gi nhng phng n chnh ca knh v la chn knh phn phi p dng vo hot ng phn phi sn phm. a, Phn tch yu cu ca khch hng v mc m bo dch v Vic u tin khi thit k knh phn phi l tm hiu xem khch hng mc tiu mua nhng sn phm no, mua u, ti sao h mua v mua nh th no. Ngi lm marketing phi hiu c nhng yu cu ca khch hng v mc m bo dch v m h mun c. Cc ch tiu ch yu dng nh gi mc m bo dch v l: - Qui m l hng. Qui m l hng l s lng sn phm m knh
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phn phi cho php mt khch hng mua trong mt t. Qui m l hng cng nh th mc dch v m knh m bo cng cao. - Thi gian ch i. Thi gian ch i l khong thi gian trung bnh m khch hng ca knh phn phi phi ch i nhn c hng. Khch hng c xu hng chn nhng knh phn phi giao hng nhanh. Thi gian giao hng cng nhanh th mc m bo dch v cng cao. - a im thun tin. a im mua hng thun tin th hin mc knh phn phi to iu kin d dng cho ngi mua sn phm. Cch b tr cc im bn hng rng khp trn cc khu vc th trng s thun li cho ngi mua hn v h tit kim c thi gian v chi ph i li tm kim v sa cha, nhng ng thi cng lm tng chi ph ca ngi bn nu kh nng bn hng ca mi im bn l kh nh. - Sn phm a dng. Nu knh phn phi m bo c chiu rng ca loi sn phm cng ln th sn phm cng a dng, v do n lm tng kh nng p ng ng nhu cu m khch hng i hi. Mc thun tin v a im s cng tng thm na khi s dng marketing trc tip. - Dch v h tr. y l nhng dch v ph thm (tn dng u i, giao hng tn nh, lp t, sa cha) m knh phn phi m nhn. Dch v h tr cng nhiu th cng vic m knh phi thc hin cng nhiu hn. b, Xc nh cc mc tiu v rng buc ca knh phn phi Vic hoch nh mt knh hiu qu bt u bng s nh r cn vn ti th trng no vi mc tiu no. Nhng mc tiu c th l mc phc v khch hng ti u v cc trung gian phi hot ng th no. Mi nh sn xut trin khai nhng mc tiu ca mnh trong nhng iu kin rng buc t pha khch hng, sn phm, cc trung gian phn phi, cc i th cnh tranh, chnh sch ca doanh nghip v mi trng kinh doanh.

- c im ngi tiu dng. Khi doanh nghip mun vn ti s khch hng sng ri rc th cn knh di. Nu khch hng thng mua u n tng lng hng nh cng cn nhng knh phn phi di v p ng nhu cu t v u n l rt tn km. - c im sn phm. Vic thit k knh chu nh hng ln do c im ca khch hng. Nhng sn phm cng knh,nh vt liu xy dng hay bia ru v nc gii kht i hi knh phn phi m bo n mc thp nht c ly vn chuyn v s ln bc xp trong qu trnh lu thng t ngi sn xut n ngi tiu dng. Nhng sn phm phi tiu chun, nh my mc chuyn dng th cc i din bn hng ca ngi sn xut phi bn trc tip, v nhng ngi trung gian khng c kin thc chuyn mn cn thit. Nhng thit b cn lp t v dch v bo tr thng do ngi sn xut hay i l c quyn bn v bo tr. Nhng sn phm c gi tr ln thng do lc lng bn hngca ngi sn xut m nhn, m khng phi qua cc trung gian phn phi. - c im ca cc trung gian phn phi. Vic thit k knh phi phn nh c nhng im mnh v im yu ca cc trung gian phn phi trong vic thc hin cc cng vic ca h. - c im v cnh tranh. Doanh nghip cn phn tch nhng u th v nhng hn ch ch yu ca knh phn phi ca i th cnh tranh thit k knh phn phi ca mnh c kh nng cnh tranh cao. - c im v doanh nghip. c im ca doanh nghip ng vai tr quan trng trong vic la chn knh. Quy m ca doanh nghip s quyt nh quy m p ng th trng v kh nng la chn nhng trung gian phn phi thch hp. Ngun ti chinh ca doanh nghip s quyt nh n c th thc hin chc nng marketing no v chc nng no s phi nhng li cho cc trung gian. - c im mi trng kinh doanh. Khi nn kinh t ang suy thoi, ngi sn xut mun a sn phm vo th trng theo cch no t
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tn km nht. iu ny c ngha l h s s dng cc knh ngn v b bt nhng dch v khng cn thit lm gi bn tng ln. Ngoi ra nhng quy nh v nhng iu kin bt buc v mt buc php l cng nh hng ti vic la chn knh phn phi. c, Xc nh nhng phng n chnh ca knh phn phi Mt khi doanh nghip nh c th trng mc tiu v nh v tr cho sn phm ca mnh, th cng vic tip theo l phi xc nh nhng phng n chnh ca knh phn phi. Mi phng n ca knh c m t bng ba yu t : cc loi trung gian, s lng trung gian, cc iu kin v trch nhim ca mi thnh vin trong knh phn phi. - Cc loi trung gian Doanh nghip c th xc nh cc loi trung gian c sn trn th trng to thnh knh phn phi cho mnh. Ngoi lc lng bn hng trc tip ca doanh nghip, c th xem xt a vo knh phn phi cc trung gian nh i l ca nhng ngi sn xut khc, nhng ngi phn phi c quyn, i l bn l ph tng, nhng ngi bn l v th trng t hng qua bu in hay internet v. v... Cc doanh nghip cng phi tm kim nhng knh phn phi mi, nhm thu ht s ch ca khch hng nhiu hn so vi knh phn phi hin c. i khi doanh nghip li chn pht trin mt knh khc thng v l do kh khn hay qu tn km khi s dng knh thng thng, v t c thnh cng. S lng trung gian

Doanh nghip phi quyt nh s lng nhng nh trung gian cn c mi cp. C ba phng thc phn phi sau : + i l c quyn. Mt s nh sn xut tnh cch hn ch s lng trung gian bn hng ca mnh khi h mun duy tr quyn kim sot cht ch i vi mc m bo dch v v khi lng dch v do
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ngi bn thc hin. Hnh thc cc oan nht ca vic ny l i l c quyn hay phn phi c quyn (exclusive distribution), vi mt s rt t ngi bn c giao c quyn phn phi sn phm ca ngi sn xut trong mi khu vc th trng ca h. + Phn phi chn lc (selective distribution). Phn phi chn lc s dng mt s ch khng phi l tt c nhng ngi trung gian no chp thun vic bn sn phm ca ngi sn xut. + Phn phi rng ri: c im ca phng thc phn phi rng ri l ngi sn xut tm cch a sn phm v dch v vo cng nhiu ca hng cng tt. V khi ngi tiu dng i hi a im mua hng phi ht sc thun tin, th iu quan trng l phi m bo phn phi vi cng ln hn. - iu kin v trch nhim ca cc thnh vin trong knh phn phi Ngi sn xut phi nh r cc iu kin v trch nhim ca cc thnh vin tham gia knh phn phi, bao gm vic cn nhc cc yu t ch yu : chnh sch gi c, iu kin bn hng, quyn hn theo lnh th, trch nhim v dch v h tr m mi thnh vin trong knh phi thc hin. Chnh sch gi i hi ngi sn xut phi xy dng mt bng gi v bng chit khu m nhng ngi bn hng trung gian tha nhn l cng bng v y . iu kin bn hng bao gm nhng iu kin thanh ton ( tn dng mua hng, cc khon chit khu tin mt, chit khu theo s lng, gim gi khi hng rt gi...) v trch nhim bo hnh ca ngi sn xut (i hng c khuyt tt, m bo cht lng qui nh,...) Quyn hn theo lnh th ca nh phn phi cng l mt yu t quan trng trong quan h gia ngi sn xut v cc trung gian phn phi. Cc trung gian phn phi cn bit r phm vi lnh th th trng
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m h c giao quyn bn hng. Ngoi ra ngi sn xut cng cn phi lm r trch nhim gia mnh v cc trung gian phn phi v cc dch v h tr nh qung co hp tc, t vn qun tr, hun luyn nhn vin,... d, nh gi v la chn t chc knh Sau khi xy dng c mt s phng n knh phn phi, nh sn xut s chn ra mt knh phn phi tha mn tt nht nhng mc tiu di hn ca mnh. Mi knh phn phi cn c nh gi theo nhng tiu chun kinh t, kim sot v thch nghi. - Tiu chun kinh t Mi phng n knh phn phi u to ra mt mc tiu th v chi ph khc nhau. Do , doanh nghip cn so snh mc tiu th v chi ph ca vic phn phi trc tip bng lc lng bn hng ca doanh nghip v phn phi (gin tip) qua trung gian. Tiu chun kim sot

Mt trong nhng tiu chun quan trng nh gi knh phn phi mc kim sot cc thnh vin ca knh. Nu s dng i l bn hng trong knh phn phi th ny sinh vn kim sot. i l bn hng l mt c s kinh doanh c lp thng ch quan tm n vic nng cao li nhun ca chnh n. Cc nhn vin ca i l c th tp trung vo nhng khch hng mua nhiu nht, nhng khng nht thit l sn phm ca nh sn xut . Ngoi ra, cc nhn vin ca i l c th khng nm vng cc chi tit k thut v sn phm hay khng x l c hiu qu cc ti liu qung co ca doanh nghip. Tiu chun thch nghi

Trong mi knh phn phi cc thnh vin u cam kt vi nhau v mt thi hn hot ng ca knh. Nhng nhng cam kt c th dn n tnh trng lm gim bt kh nng p ng ca ngi sn xut di
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vi mt th trng lun bin i. Trn nhng th trng thay i nhanh chng, khng n nh hay sn phm khng chc chn, ngi sn xut cn tm nhng cu trc knh v chnh sch m bo ti a kh nng kim sot v iu chnh nhanh chng chin lc marketing.

II.

Cc quyt nh qun tr knh phn phi Sau khi la chn c knh phn phi ca mnh, doanh nghip

phi tin hnh vic qun tr hot ng ca knh mt cch c hiu qu. Vic qun tr knh phn phi i hi phi tuyn chn, ng vin cc trung gian v nh gi hot ng ca h qua thi gian. 1. La chn thnh vin knh phn phi Mi ngi sn xut u c kh nng khc nhau trong vic thu ht cc trung gian tiu chun cho knh phn phi chn ca mnh. Mt s nh sn xut khng gp kh khn g trong vic tuyn chn trung gian phn phi. Trong mt s trng hp,vic ha hn v kiu phn phi c quyn hay chn lc cng thu ht c s ngi c nguyn vng tham
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gia vo knh phn phi. Ngc li cng c nhiu nh sn xut phi kh khn lm mi tm c s trung gian p ng tiu chun mong mun. D d dng hay kh khn trong vic tuyn chn trung gian, nhng ngi sn xut cng phi xc nh c cc trung gian tt phi c nhng c im ni bt no. H c xu hng nh gi cc trung gian v thm nin trong ngh, nhng mt hng h bn, mc li nhun v pht trin, kh nng tr n, kh nng hp tc v uy tn. 2. ng vin thnh vin knh phn phi Cc trung gian phn phi cn phi c khch l thng xuyn h lm tt cng vic c giao. Cc iu khon m h chp thun khi tham gia knh phn phi cng to ra mt s ng vin no , nhng cn c b sung thm vic hun luyn, gim st v khuyn khch. Nh sn xut phi lun ngh rng mnh khng ch bn hng thng qua cc trung gian, m cn bn hng cho cc trung gian na. Phn ln cc nh sn xut u quan nim rng quan h vi cc trung gian thc cht l vn tm kim s hp tc. H c th p dng chnh sch c c rt v cy gy. H s s dng nhng ng lc thc y tch cc nh mc li cao, nhng tha thun c bit, tin thng, bt gi v hp tc qung co, trng by hng v t chc thi bn hng. i lc h li p dng nhng kiu trng pht nh e da gim mc li nhun, giao hng chm hoc chm dt quan h. Hn ch ca chnh sch ny l ngi sn xut khng nghin cu y nhng vn , yu cu, im mnh v im yu ca ngi trung gian. Nhng doanh nghip khn kho hn th c gng to dng quan h cng tc (partnership) lu di vi cc nh phn phi. Ngi sn xut xy dng mt nim rt r rng v nhng g m h mong mun cc nh phn phi v mt bao qut th trng, m bo mc d tr, trin khai
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marketing, cng tc k ton, t vn v dch v k thut, v thng tin th trng. Ngi sn xut s la chn nhng ngi phn phi chp thun nhng chnh sch v c ch th lao thch ng cho nhng ngi thc hin tt cc chnh sch ca mnh. Lp k hoch phn phi l mt cch quan h tin b nht vi cc trung gian. l vic xy dng mt h thng marketing dc, c k hoch c qun tr theo ng chc nng v kt hp c nhng nhu cu ca ngi sn xut ln ngi phn phi. Ngi sn xut lp ra mt b phn hoch nh quan h vi trung gian phn phi, cng vic ca n l xc nh cc nhu cu ca ngi phn phi v xy dng nhng chng trnh bn hng gip nhng ngi phn phi hot ng mc tt nht. B phn ny v nhng ngi phn phi cng nhau d kin cc ch tiu bn hng, mc d tr, cc mt hng v k hoch trng by hng, cc yu cu trong vic hun luyn bn hng, cc k hoch qung co v khuyn mi. Mc tiu ch yu l bin cc nh phn phi t cch ngh rng h lm n pha ngi mua (trong mt quan h i u vi nh sn xut) chuyn sang cch ngh h lm n pha ngi bn v h cng l mt b phn trong h thng marketing dc tinh vi . 3. nh gi cc thnh vin ca knh phn phi Ngi sn xut phi nh k nh gi hot ng ca nhng ngi trung gian theo nhng tiu chun nh mc doanh s t c, mc d tr bnh qun, thi gian giao hng cho khch, x l hng h hng hoc mt mt, mc hp tc trong cc chng trnh qung co v hun luyn ca doanh nghip, v nhng dch v ca ngi trung gian dnh cho khch hng. 4. iu chnh cc sp t knh Ty vo nh gi cc thnh vin knh, nh qun tr marketing c th a ra quyt nh ly thm hoc loi b cc thnh vin knh , a ra phng n pht trin mi cho vic vn hang tt c cc th trng trng im.
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PHN II. LIN H THC T

Phn tch ni dung qun tr knh phn phi ca cng ty URC Vit Nam vi sn phm tr xanh C2 I. Gii thiu v URC Vit Nam 1. Lch s hnh thnh. URC (Universal Robina Corporation) l mt tp on a quc gia ca Philipines. Hot ng th trng v lnh th cc nc Chu bao gm: Philipines, Malaysia, Indonesia, Trung Quc, Hng Kng, Singapore v Vit Nam. Tp on URC hin c 14 nh my v 45 nh kho t 5.000 m2 tr ln phc v cho vic sn xut kinh doanh v cho ra i cc sn phm mi th trng trong khu vc bao gm cc sn phm, nhn hiu truyn thng cho n cc sn phm, nhn hiu mi c nghin cu v sn xut ring cho mi th trng a phng. cc nc Thi Lan, Malaysia, Indonesia v Vit Nam. URC t v tr hng u trong vic nm gi th phn i vi cc nhm sn phm: - Bnh: Bnh quy nhn kem, bnh quy gin, bnh xp, bnh scla - Ko: Ko bc h nhn scla, ko sa - Snack: Snack tm, snack scla, khoai ty chin - Nc gii kht: Tr xanh C2, tr tho mc Yin Yang, nc tng lc Cng ty TNHH - URC Vit Nam chnh thc thnh lp vo thng 12/2003 vi nhng hot ng nhp khu ban u t Thi Lan nhm tm hiu v kho st th trng Vit Nam. Cng ty chnh thc xy dng nh my v sn xut sn phm ti khu cng nghip Vit Nam - Singapore, Thun An, Bnh Dng t thng 08/2005 vi giy php kinh doanh c cc thnh phn sau: - Tn cng ty: CNG TY TRCH NHIM HU HN URC - VIT NAM.
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- Tn giao dch: URC VIETNAM Co., Ltd. Ngi i din: ng Dela Rosa Tristan Bello. - Chc v: Tng gim c. - Logo cng ty: - Tr s t ti: S 26 ng s 6, khu cng nghip Vit Nam - Singapore, Thun An, Bnh Dng, Vit Nam.

Hnh : Tr s cng ty URC - Vit Nam. 2. Qu trnh pht trin ca cng ty.

Nhng nm u thm nhp vo th trng Vit Nam. Cng ty TNHH URC - Vit Nam gp rt nhiu kh khn do phi tp trung nghin cu th trng, h thng phn phi v h thng nhn vin cha n nh. Doanh thu bn ra ch tp trung vo hng nhp khu. Hng nhp khu thng khng n nh, gy rt nhiu kh khn cho vic pht trin cng ty. T nm 2006, cng ty ch trng m rng sn xut hng trong nc, gim hng nhp khu. T thng 4/2006 sau thi gian nghin cu hnh vi tiu dng ca ngi dn 2 thnh ph ln H Ni v H Ch Minh, cng ty quyt nh tung sn phm tr xanh C2, ko Dynamite Bigbang, bnh quy nhn kem CreamO v bnh Snack Funbite vo th trng Vit Nam c th l 2 thnh ph H Ni v H Ch Minh, bc u mang li hiu qu cao cho cng ty.
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II.

Sn phm tr xanh C2 1. Gii thiu v sn phm.

Sn phm tr xanh C2. Tr xanh C2 "Mt Lnh v Thanh Khit": c ch bin t 100% Tr Xanh Thi Nguyn t nhin. Vi hng v thanh thot v thm ngon nh c cht lc k t nhng l tr ti non, thanh khit, tr xanh C2 cha hm lng L-THEANINE v CATECHINS gip chng lo ha mang li s tnh to v cm gic th gin sng khoi. Tr xanh C2 c sn xut trn h thng my mc hin i, hot ng trn dy chuyn sn xut hon ton t ng v khp kn vi mt quy trnh gim st v kim tra cht lng nghim ngt ca tng b phn. T , cng ty URC Vit Nam cam kt lun m bo cho sn phm tr xanh C2 t tiu chun tt nht v cht lng cng nh mc an ton v sinh thc phm cho ngi dng. iu ny c minh chng qua vic nhn hng tr xanh C2 vinh d c nhn gii vng thng hiu v an ton v sinh thc phm do B Y T cp nm 2009.

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Dy chuyn sn xut sn phm tr xanh C2. Hin nay, trn th trng sn phm tr xanh C2 nhn c s ng h v yu thch t pha cc khch hng v ang tr thnh mt trong nhng sn phm tr xanh hng u trn th trng Vit Nam cng nh trong tm tr ngi tiu dng. Ung tr xanh C2 khng ch l mt thi quen tt m cn th hin mt phong cch sng hin i v lnh mnh. Tr xanh C2 c 5 hng v khc nhau to cho khch hng s thoi mi la chn cc hng v theo s thch ca mnh: tr xanh C2 hng chanh, hng to, hng o, hng cam - mt lnh v thanh khit (cool & clean) dung tch 360ml v mi y nht l sn phm tr xanh C2 Cool hoa cc mt ong v hng chanh dung tch 350ml. Phn khc ca sn phm tr xanh C2 hng n i tng c nhn c mc thu nhp trung bnh ch yu l thanh, thiu nin nng ng. Vi phn khc ny th tr xanh C2 c mt lng khch hng rt ln. Th trng mc tiu ca sn phm tr xanh C2 l khu th, khu dn c nh cc thnh ph ln H Ni, H Ch Minh, Nng, Hi Phng, Cn Th v cc trung tm th x, th trn Th trng mc tiu ca sn phm l tng i rng chnh v vy phi c mt h thng knh phn phi dy c v chuyn nghip. nh v sn phm: sn phm c nh v bng mc gi r so vi cc mt hng tr xanh khc trn th trng v cu slogan mt lnh v thanh khit (cool & clean).
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2. Tnh hnh sn xut, kinh doanh sn phm. Hin nay sn phm tr xanh C2 c mt trn hu ht 64 tnh, thnh trn c nc vi mc bao ph th trng ln. Tr xanh C2 c sn xut 2 nh my tnh Bnh Dng v thnh ph H Ni trn dy chuyn cng ngh hin i vi cng sut 200 triu lt/nm Bnh Dng v 140 triu lt/nm H Ni. Bng 2.2. DOANH THU CA SN PHM TR XANH C2 TRN C NC QUA CC NM 2008 - 2/2011 VT: triu ng Giai on Knh s, l 2008- 2/2009 2/2009-2/2010 2/2010-2/2011 1.184.065 1.572.898 1.917.547 Knh siu th 651.231 906.411 1.037.362 Knh trng hc 138.141 186.651 188.611 1.973.427 2.665.929 3.143.520 Tng

(Ngun: Phng ti chnh k ton) T bng tng kt doanh thu ca sn phm tr xanh C2 qua cc loi hnh knh phn phi trong giai on t nm 2008 n u nm 2011 trn c nc ta thy: knh phn phi s, l v siu th c doanh thu tng ng k. Knh phn phi s l trong giai on ny tng khong 62%. Knh phn phi siu th cng tng khong 60%. Knh phn phi cho cc im trng hc tng mc 37%, nhng giai on 2010/2009 mc tng ch khong 1%. Doanh thu cc knh phn phi u tng trng nhng cha ng u. Knh s, l v siu th tng trng cao v tng i n nh cn knh trng hc th mc tng trng cn qu thp c nm hu nh khng tng trng. Doanh thu c h thng trong giai on ny tng trng khong 60%. III. Hot ng phn phi tr xanh C2

1. Mc tiu knh phn phi.

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L sn phm tiu dng nhanh dnh cho i tng khch hng l c nhn c bit l gii tr nn cng ty t ra mc tiu hot ng cho knh phn phi sn phm tr xanh C2 nh sau: - Tng mc bao ph th trng. Sn phm tr xanh C2 phi c mt mi a im cng cng, khu vui chi, cc ca hng bn l... trn a bn ton thnh ph c khu vc ni v ngoi thnh. - Gim thiu ti a chi ph. Vic vn chuyn hng ha gia cng ty v cc nh phn phi phi c phi hp, lin kt cht ch vi cng ty vn chuyn trung gian tit kim chi ph vn chuyn nhng vn m bo thi gian vn chuyn, lu thng hng ha l nhanh nht. - T chc mt h thng phn phi ngy cng hin i v pht trin h thng phn phi c thm chuyn nghip phc v cho hot ng phn phi thm hiu qu. - Kch thch tiu th sn phm t cc trung gian phn phi qua h thng phn phi. - o to i ng nhn vin tng k nng, nghip v bn hng v qun l nhn s trong hot ng phn phi. - Nng cao hiu qu v to s khc bit v knh phn phi vi cc i th khc v i vo tim thc ca khch hng khch hng la chn sn phm tr xanh C2. - To mi quan h ngy cng thn thit, gn b cht ch vi cc trung gian phn phi trong h thng phn phi. - H tr, to iu kin cho cc trung gian phn phi cng hp tc, cng pht trin. 2. Cu trc knh phn phi sn phm tr xanh C2. Tr xanh C2 l sn phm tiu dng c nhn tng mc bao ph th trng thnh ph H Ch Minh th cng ty URC Vit Nam t chc

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knh phn phi gin tip cho sn phm ny qua cc nh trung gian l: nh phn phi, i l, cc c s bn l. Cc thnh vin trong knh to thnh mt cu trc knh phn phi dc bao gm nh sn xut, h thng nh phn phi.
i l Nh phn phi s l im bn l Khch Nh sn xut Nh phn phi siu th H thng siu th hng

Nh phn phi cc im trng hc

Cc im bn l trng hc

Cu trc knh phn phi sn phm tr xanh C2.

Nh phn phi: l nhng thnh vin chu trch nhim nhn sn phm t

nh sn xut phn phn phi cho cc h thng s v l theo tng vng k kt vi nh sn xut. Bao gm nh phn phi cho h thng i l (knh s) v h thng im bn l (knh l), nh phn phi siu th v nh phn phi cho cc im trng hc. Nh phn phi ch kinh doanh cc mt hng ca cng ty URC Vit Nam cung cp v khng c bn l sn phm. H thng siu th: l cc h thng siu th trn ton thnh ph c nhp

hng t nh phn phi siu th ring bit. Bao gm h thng siu th BicC, Si Gn Co.op Mart, Metro, Maximark, Vinatex, Citimart, Vn Lang, Lotte, Nhn Vn v cc siu th nh khc.

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Cc im l trng hc: l cc ca hng bn l trong trng hc, h im bn l: bao gm cc ca hng bn l, nh hng, qun caf, qun

nhp hng trc tip t cc nh phn phi cho khu vc trng hc. n, tp ha. H nhp hng trc tip t nh phn phi qua h thng phn phi l hoc qua cc i l phn phi. 3. La chn thnh vin knh v tnh hnh hot ng ca cc thnh vin a. Knh phn phi s v l: l h thng knh phn phi truyn thng ca sn phm. Bao gm nh phn phi s, l, i l v im bn l. Nh phn phi c nh sn xut tuyn chn trn cc tiu tiu ch v ti chnh, kh nng pht trin v trnh qun l nhn s. Nh phn phi hp tc vi nh sn xut thng qua hp ng kinh t. khu vc thnh ph H Ch Minh, giai on 2008 2/2009 c 12 nh phn phi, giai on 2/2009 2/2010 c 14 nh phn phi, giai on 2/2010 2/2011 c 16 nh phn phi. Hng ha t nh sn xut n nh phn phi c phn phi qua 2 h thng. H thng knh s v h thng knh l. Giai on nm 2008 2/2009 knh s phn phi 20% - 25% trn tng lng hng t nh sn xut n nh phn phi, lng hng cn li phn phi qua knh l. Giai on 2/2009 2/2010 knh s chim 35% trn tng lng hng. Giai on 2/2010 2/2011 knh s chim 38% - 40% trn tng lng hng. T l ny c nh sn xut quy nh. Nh phn phi c hng chit khu thng mi t nh sn xut trn gi bn sn phm. Giai on 2008 2/2009 nh phn phi c hng 10% trn gi bn sn phm, giai on 2/2009 2/2010 l 9%, giai on 2/2010 8/2010 l 8%, giai on 8/2010 2/2011 l 7,5%. Doanh thu ca h thng ny qua cc giai on: Nm 2008 2/2009 doanh s t 12 t ng/thng/ton h thng, 2/2009 2/2010 doanh s t 14 t ng/thng/ton h thng, 2/2010 8/2010 doanh s t 19 t
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ng/thng/ton h thng, 2/2010 8/2010 doanh s t 21 t ng/thng/ton h thng. Nh phn phi phi m bo d tr ti thiu bng 40% tng lng hng bn trong thng cho thng sau. - H thng knh l: Giai on 2008 2/2009 c 16250 im bn l, giai on 2/2009 2/2010 c 29470 im, giai on 2/2010 2/2011 c 40200 im. Cc im bn l bao gm ca hng bn l, tp ha, nh hng, qun caf, qun n bao nm trn cc trc ng ln bao ph ton thnh ph. Sn phm c nhn vin ca nh phn phi a n cc im bn l. Nhn vin phn phi ca nh phn phi c hng 2% trn tng lng hng bn c cng ty quy nh, hay cn gi l hoa hng cho nhn vin mc thng ny khng thay i trong giai on t nm 2008 n nay. Ti cc im bn l sn phm c a n tay ngi tiu dng cui cng. Cc im bn l khng c bn sn phm cao hn mc gi nh phn phi bn 20%.

Sn phm tr xanh C2 cc im bn l. - H thng knh s: Giai on 2008 2/2009 c 720 i l, giai on 2/2009 2/2010 c 865 i l, giai on 2/2010 2/2011 c 1150 i l. Cc i l nhn hng trc tip t nhn vin bn hng ca cng ty thng qua nh phn phi. Nhn vin bn hng ca cng ty c nhn hoa hng t nh phn phi, nm 2008 2/2009 c hng 1% trn doanh s bn, 2/2009 2/2010 c hng 0,64% trn doanh s bn, 2/2010 2/2011 c hng thnh 2 mc: mc u 5 triu ng nu t 75% ch tiu thng, thng mc hai 0,64% doanh s bn khi vt ch tiu thng tnh t
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75%. Sn phm t i l va bn trc tip cho khch hng va bn cho cc im bn l. i l c hng chit khu thng mi trn gi bn sn phm t nh phn phi. Giai on 2008 2/2009 i l c hng 4,5% trn gi bn sn phm, giai on 2/2009 2/2010 l 4%, giai on 2/2010 8/2010 l 3,7% v giai on 8/2010 2/2011 l 2,7%. Gi bn l ca i l phi ln hn gi bn cho cc im bn l ti thiu 10%. Gi bn cho cc im bn l giao ng trong khong gi nhp t nh phn phi n khng qu 10%. Bng 2.3. S LIU PHN B HNG HA, NHN VIN V BAO PH CA KNH PHN PHI S, L.
Thi gian S nh phn phi Qun l
Gim c bn hng (ngi/h thng) Qun l mi v (ASM) (ngi/ h thng) Gim st bn hng (ngi/ h thng) Nhn vin bn hng (ngi/n h phn phi) bao ph (im bn)
Lng hng bn theo doanh thu (% sn phm/ nh phn phi)

20082/2009

12

720

20%25%

12

16250

75%80%

2/2009 2/2010 2/2010 2/2011

14

S L

1 1 1

1 2 1

1 18 1

8 10 10

865 29470 1150

35% 65% 38%40%

16

22

12

40200

60%62%

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(ngun: phng marketing) b. Knh phn phi siu th: l h thng knh phn phi hin i ca sn phm. Bao gm nh phn phi siu th v cc h thng siu th. H thng ny hot ng da trn hp ng c k kt gia nh phn phi siu th v cc h thng siu th. Hin nay c 3 nh phn phi cho h thng siu th. Phn phi cho 8 h thng siu th ln gm 56 siu th v 73 siu th va v nh. Nh phn phi c hng chit khu 6% trn gi bn. Theo cc siu h thng siu th ln s c hng chit khu thng mi cao hn, h thng siu th Co.op Mart, BigC, Metro, Maximark, Citimart, Lotte c hng 3,5% trn gi bn sn phm t nh phn phi. Cc siu th nh s c hng mc chit khu ti a 3% trn gi bn. Cc h thng siu th phi d tr bt buc bng 50% tng s hng bn ra trong thng cho thng sau. Nh phn phi s iu phi lng hng n tng siu th qua trung gian vn chuyn. Doanh thu trung bnh nm 2010 t 15,7 t ng/thng. Gi bn c th chnh lch ti a 3%. Nhn vin bn hng trc thuc qun l ca nh sn xut, y nhn vin bn hng thc cht l cc giao dch vin. Doanh thu trung bnh nm 2010 t 13,7 t ng/thng/h thng. Ngoi ra sn phm c nh sn xut tr ph trng by sn phm trong cc gian hng trong siu th. Ph ny ty thuc vo hp ng k kt gia nh phn phi vi h thng siu th.

Sn phm tr xanh C2 siu th.

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c. Knh phn phi cc im trng hc: l h thng knh phn phi chuyn phn phi trc tip cho cc a im trong khu vc trng hc nh cntin. Cc im ny c nhn mc gi u i ca nh sn xut h gi thnh sn phm cung cp cho hc sinh sinh vin. Nh phn phi c hng chit khu thng mi nm 2008 2/2010 l 7,5% trn gi bn v giai on 2/2010 2/2011 l 7% trn gi bn sn phm. Gi bn l khng cao hn gi nh phn phi bn 3%. Nh phn phi t chc nhn vin phn phi n tng im trong khu vc trng hc mnh c m nhim. Nm 2008 2/2009 do mt nh phn phi m nhim vi khu vc ni thnh (qun 1, 3, 5, 10, Bnh Thnh, Tn Bnh) vi khong 300 im t doanh thu 900 triu ng/thng. Thng 2/2009 2/2011 tng thm mt nh phn phi m nhim 2 khu vc v ch yu tp trung vo cc trng hc ln. Khu vc 1: qun 1, 3, 5, 7, 8, 10, Bnh Thnh, Tn Bnh v khu vc 2: Qun 9, Th c v khu vc ng Nai. n ht thng 2/2010 s im tng ln khong 500 im t doanh thu 1,5 t ng/thng/h thng. V n thng 2/2011 s im l 720 im t doanh thu 3 t ng/thng/h thng. 4. Quy trnh t hng. tng knh phn phi c cc gim c bn hng v qun l mi v chia ra tng khu vc qun l ln k hoch bn hng tng ngy. Nu c thay i v gi sn phm th cc trung gian phn phi c thng bo t nh sn xut trc ti thiu mt tun. a. Nh phn phi: t hng trc tip qun l mi v hoc trc tip qua gim c bn hng nhn hng. Thanh ton qua hnh thc chuyn khon. Giao nhn hng trc tip ti kho ca nh phn phi do cng ty vn chuyn trung gian VINACO trong vng 48 gi tnh t lc t hng. Gim c bn hng s chuyn thng tin v s lng, quy m l hng, a im giao nhn
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cho cng ty VINACO sp xp vn chuyn hng trong thi gian ngn nht, tit kim nht. b. i l phn phi: t hng qua nhn vin bn hng knh s ca cng ty. Nhn vin bn hng c m nhim theo tng khu vc c trch nhim nhn n t hng t i l v chuyn v nh phn phi qun l khu vc . Hng c giao nhn ti i l trong vng 24 gi khng tnh ngy ngh. Thanh ton qua chuyn khon hoc tin mt. c. a im bn l: t hng qua nhn vin bn hng knh l ca nh phn phi hoc qua i l phn phi. Nhn vin bn hng c m nhim theo tng khu vc c trch nhim nhn n t hng t im bn l v chuyn v nh phn phi ca mnh. Nhn vin bn hng ca nh phn phi ch c hot ng trong khu vc qun, huyn m nh phn phi c giao qun l. Hng c giao nhn ti i l trong vng 24 gi khng tnh ngy ngh. Thanh ton qua chuyn khon hoc tin mt. d. H thng siu th: gim c hay qun l siu th t hng qua nh phn phi. Giao nhn hng tn siu th hoc kho ca siu th trong vng 24 gi. Thanh ton qua chuyn khon. e. H thng bn l khu vc trng hc: t hng qua nhn vin bn hng ca nh phn phi. Giao nhn hng tn ni bng tin mt hoc chuyn khon trong vng 24 gi. 5. Qun l hot ng ca knh phn phi. Trong mi knh phn phi s, l, siu th v cc im trng hc u c qun l bi gim c bn hng, qun l mi v v cc gim st bn hng. iu ny trnh sy ra tnh trng mu thun gia cc trung gian phn phi do hot ng cnh tranh v gi c sn phm v tranh chp khu vc qun l. V qun l ca knh phn phi s, l c trnh by bng pha trn.

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Knh phn phi siu th c qun l bi mt gim c bn hng, mt qun l mi v v mt gim st bn hng trong giai on 2008 - 2/2010 n giai on 2/2010 tr i s qun l mi v l 2 v 4 gim st bn hng. Knh phn phi cho cc im trng hc c qun l bi mt gim c bn hng, mt qun l mi v v 2 gim st bn hng. 6. Cc chnh sch h tr hot ng phn phi. Ngoi phn chit khu thng mi dnh cho nh phn phi, i l, siu th v thng cho cc nhn vin bn hng th cng ty cn c cc chnh sch h tr, kch thch hot ng phn phi khc: a. Qung co: cng ty u t qung co hp dn trn cc knh truyn hnh qung b ca i truyn hnh Vit Nam chiu vo cc khung gi t 18 gi n 22 gi hng ngy, cc knh truyn hnh trn h thng truyn hnh cp ca SCTV, HTV. u t vo cc b phim Vit ca HTV sn xut c s dng sn phm ca cng ty URC - Vit Nam trong c sn phm tr xanh C2. V knh qung co trn internet cng c ch trng pht trin nh trang web: http://c2life.com.vn/ b. H tr trng by sn phm: Ti cc i l, cc im bn l v cc im bn l khu vc trng hc cng ty h tr cc k, t trng by. Ti siu th cng ty thu nhng gian hng c v tr p, va tm mt, d quan st. c. H tr dng th sn phm: khi sn phm mi ra mt tip xc vi ngi tiu dng cng ty t chc dng th sn phm cc a im cng cng nh cng vin, siu th, trng hc... d. H tr vn: i vi doanh nghip, ca hng kinh doanh nh khng c tim lc ti chnh c cng ty hay nh phn phi cho nhp hng u thng nhng thu tin vo cui thng hoc cho vay vn qua qu tn dng ca cng ty. e. H tr vn chuyn: cng ty cho cc nh phn phi, i l mua tr gp xe ti phc v vn chuyn hng ha.
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IV. NHN XT V HOT NG PHN PHI SN PHM TR XANH C2. 1. u im. C s qun l cht ch ca hot ng phn phi nn khng xy ra tnh trng tranh ginh khch hng trung gian ca cc nh phn phi v cc i l phn phi. Tr xanh C2 l sn phm tiu dng c nhn nhng cu trc knh ch c 4 n 5 cp, tng i ngn nn vn kim sot th trng ca nh sn xut c n nh. Gi c c bn theo mc gi nh sn sn xut quy nh, tnh trng mt n nh v gi c sy ra nhng vn mc thp. Trng by sn phm c thc hin nghim tc, ng vi cc hp ng k kt. S dng cng ty vn chuyn trung gian t nh sn xut n nh phn phi nn hng ha c lu thng nhanh chng v tit kim chi tiu. Thc y s hp tc lu di ca cc trung gian nh cc chnh sch h tr nh chit khu thng mi cao cho nh phn phi, i l, siu th v h tr trong cng tc vn chuyn, vn ca cc trung gian phn phi. Nhn vin bn hng hot ng c hiu qu v lm vic vi cng sut cao do c mc lng v thng rt hp dn. Sn phm c d tr ln nn trnh c tnh trng khan him trong nhng giai on tiu dng nhanh v nhiu nh ma h. 2. Nhc im. Tnh trng gi sn phm tr xanh C2 c bn cao hn gi bn l ca nh sn xut quy nh cc im bn l khng trc thuc nh phn phi v cc im bn hng rong v l do bao ph ca sn sn phm cn hn ch v cc im bn l qu nh khng p ng c cc tiu chun ca nh phn phi hay i l bn hng. Gi bn ny cao hn gi bn l ti cc im bn l khc nh siu th, ca hng, i l chnh ca nh sn xut lm cho khch hng cm thy sn
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phm khng ng tin cy v thng hiu v cht lng khi mc chnh lch sn phm tng i cao khong trn 50% so vi gi bn l nh sn xut quy nh. Cc trng hp gi bn cao hn gi quy nh cng mt phn do cc im bn l ca nh sn xut t tng gi bn nhng cc qun l v gim st cha nm bt v kim sot c nn tnh trng ny vn tip din. Gi bn c s chnh lch cao nh hng trc tip n uy tn ca nh sn xut, lm mt lng tin i vi khch hng v kt qu kinh doanh khng nhng ca nh sn xut m c cc thnh vin trong knh phn phi sn phm cng b nh hng. Vy i hi phi c gii php n nh gi c sn phm trn th trng nhng khng nh hng bt li n nh sn xut, cc i tc kinh doanh v c bit l khch hng. 3. Gii php - N lc hon thin v pht trin s chuyn mn ha hot ng phn phi sn phm tr xanh C2 v cc sn phm khc ca cng ty URC - Vit Nam. - To mi lin kt cht ch, hp tc pht trin lu di gia nh sn xut vi khch hng trung gian. - M rng h thng phn phi v mc bao ph th trng. - Tng cng u t ti chnh pht trin cng ty. - Xy dng h thng phn phi tiu chun cht lng c sc cnh tranh vi cc tp on v cng ty ln khc. - Khng nh cht lng sn phm, s uy tn, trch nhim v thng hiu ca cng ty . Ct gim cc chuyn vn ti nh t nh sn xut n cc siu th m chuyn hng vi s lng ln n kho ca nh phn phi ct gim chi ph thu cng ty vn chuyn.
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Bi dng thm kin thc cho i ng qun l v nhn vin phn phi

trc thuc nh phn phi v trc thuc nh sn xut v phn phi qua cc knh phn phi mi. Gii php bnh n gi c sn phm ti cc im bn l. i vi cc thnh vin trong knh: + Cc im bn l cn lp t cc im trng by v bn sn phm ni d thy v tin cho khch hng. Cc dng c trng by c nh sn xut h tr mt phn nh cung cp k trng by, bng rn qung co, t lnh... + Cc nh phn phi v i l phi duy tr di knh bng cch tng cng hp tc vi khch hng l im bn l c kch thc nh mua hng ti i l hoc nh phn phi trnh tnh trng h mua li hng ti cc im bn l khc.

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KT LUN Phn ln nhng ngi sn xut u cung cp sn phm ca mnh cho th trng thng qua cc trung gian phn phi. Knh phn phi l tp hp nhng c nhn hay nhng c s kinh doanh ph thuc ln nhau trong qu trnh to ra v chuyn sn phm hay dch v t ngi sn xut n ngi tiu dng. Knh phn phi c vai tr rt quan trng gip cc doanh nghip gii quyt kh khn v ti chnh v nhn s, y nhanh tc tiu th sn phm, gim bt u mi giao dch. Thng qua vic thc thi cc chc nng thng tin, c ng, tip xc, cn i, thng lng, phn phi vt phm, ti tr v chia s ri ro, lp c khong cch v thi gian, khng gian v quyn s hu ca ngi tiu dng i vi cc sn phm v dch v. Qua cc v d nu trn, chng ta phn no c th hiu r hn v knh phn phi cng nh qun tr knh phn phi trn thc t.

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BIN BN THO LUN Ln th 1 1. Thi gian a im Thi gian: 9h ngy 24 thng 10 nm 2011 a im: H1 2. Cc thnh vin tham gia 8 thnh vin Thnh vin L Vn Lun vng mt 3. Ni dung cng vic - Ph bin ni dung ti tho lun - Cu hi ca nhm trng: Nhm s tho lun v sn phm g + Trnh Th Phng Mai a ra kin: Sn phm Ipad ca cng ty Apple, sn phm Samsung Galaxy ca cng ty Samsung + Trnh Vn Thin Long a ra kin: sn phm LifeBuoy ca cng ti Unilever + Nguyn Th M Linh a ra kin: sn phm C2 ca cng ty URC Vit Nam - C nhm ly kin tp th a ra quyt nh la chn sn phm tr xanh C2 lm ti tho lun - Phn cng cng vic cho tng thnh vin v nghin cu v sn phm tr xanh C2 Nhm trng Th k

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BIN BN THO LUN Ln th 2 1. Thi gian a im Thi gian: 9h ngy 31 thng 10 nm 2011 a im: H1 2. Cc thnh vin tham gia 9 thnh vin 3. Ni dung cng vic - Tng kt cc ni dung c phn cng bui tho lun trc - Phn cng chi tit cc mng trong bi tho lun cho tng thnh vin: + L thuyt (Nguyn Th M Linh) + Cc knh phn phi ca C2 (truyn thng, hin i) (Phan Thy Linh) + La chn thnh vin knh (C2 la chn thnh vin ca knh phn phi theo tiu chun g, cc i l ca C2 trn ton quc ...) (L Th Loan ) + ng vin thnh vin knh (C2 lm cch no kch thch s hp tc ca cc thnh vin trong knh v d nh tin thng, kch thch mc li cao...) (Trnh Vn Thin Long + Ng Hong Long) + nh gi thnh vin knh (nh gi hiu qu ca knh phn phi ca C2 . V d: doanh s, tn kho...) (Trnh Th Phng Mai + V Khc Nht Minh) + iu chnh cc sp t knh (chin lc i vi knh phn phi C2 trong tng lai v d nh m rng knh , loi b thnh vin hot ng km...) (L Mai Ly) Nhm trng Th k

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BIN BN THO LUN Ln th 3 1. Thi gian a im Thi gian: 9h ngy 7 thng 11 nm 2011 a im: H1 2. Cc thnh vin tham gia 9 thnh vin 3. Ni dung cng vic - Tng kt cng vic c giao - Vit bo co tho lun - Phn cng thuyt trnh v lm Slide + Lm Side: Nguyn Th M Linh + Thuyt trnh: L Th Loan + Bn word: Phan Thy Linh

Nhm trng

Th k

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