TI LIU V CNG TY BNH KO HI H

I,Gii thiu chung Cng ty c phn bnh ko Hi H, tn giao dch quc t l Haiha Confectionery Joint-Stock Company (HAIHACO), l mt doanh nghip chuyn sn xut v kinh doanh bnh ko ln nht ti Vit Nam. Cng ty c thnh lp t nm 1960 tri qua hn 40 nm phn u v trng thnh Cng ty khng ngng ln mnh, tch ly c nhiu kinh nghim trong sn xut kinh doanh. Vi i ng lnh o giu kinh nghim, chin lc kinh doanh tt, i ng k s c o to chuyn ngnh c nng lc v lc lng cng nhn gii tay ngh Cng ty c phn bnh ko Hi H tin bc vng chc v pht trin lin tc gi vng uy tn v cht lng xng ng vi nim tin yu ca ngi tiu dng. Tin thn l mt x nghip nh vi cng sut 2000 tn/ nm. Ngy nay, Cng ty pht trin thnh Cng ty C phn Bnh ko Hi H vi qui m sn xut ln ti 20.000 tn/ nm. Cng ty c phn Bnh ko Hi H l Doanh nghip u tin trong lnh vc sn xut bnh ko c cp chng nhn h thng "Phn tch mi nguy v cc im kim sot ti hn" (HACCP) ti Vit Nam. iu ny th hin cam kt ca Lnh o doanh nghip v m bo an ton thc phm i vi sc kho ca ngi tiu dng. Nm 2003 Cng ty thc hin c phn ha theo quyt nh s 191/2003/QBCN ngy 14/11/2003 ca B Cng nghip. Cng ty chnh thc hot ng di hnh thc Cng ty c phn t ngy 20/01/2004 theo Giy chng nhn ng k kinh doanh s 0103003614 do S K hoch v u t thnh ph H Ni cp v thay i ln th hai ngy 13/08/2007. Cc hot ng sn xut kinh doanh chnh bao gm: - Sn xut, kinh doanh bnh ko v ch bin thc phm. - Kinh doanh xut nhp khu: nguyn vt liu, my mc thit b, sn phm chuyn ngnh, hng ho tiu dng v cc sn phm hng ho khc. - u t xy dng, cho thu vn phng, nh , trung tm thng mi. - Kinh doanh cc ngnh ngh khc khng b cm theo cc quy nh ca php lut. - Trong , sn phm bnh ko chim 74-75% sn lng hng nm ca HHC.

NGUYN TH THANH TM QT19A3

1. Qu trnh hnh thnh v pht trin. Cng ty bnh ko Hi H c tn giao dch l HAIHA Company (vit tt l HAIHACO), c tr s ti 25 - ng Trng nh Hai B Trng H Ni. Vi hn 40 nm hnh thnh v pht trin, Cng ty tri qua cc giai on sau: 1.1. Giai on 1959 - 1969. Trong cng cuc xy dng ch ngha x hi min Bc, xut pht t k hoch 3 nm (1958 1960) ca ng, ngy 1/1/1959 Tng Cng ty Nng th sn min Bc (trc thuc B Ni thng) quyt nh xy dng xng thc nghim lm nhim v nghin cu ht trn chu. T gia nm 1954 n thng 4/1960 thc hin ch trng ca Tng Cng ty Nng th sn min Bc anh ch em cng nhn bt tay vo nghin cu v sn xut th mt hng min (sn phm u tin) t u xanh cung cp cho nhu cu ca nhn dn. Sau ngy 25/12/1960 xng min Hong Mai ra i, i vo hot ng vi my mc th s. Do vy sn phm ch bao gm: min, nc chm, mch nha. Nm 1966, Vin thc vt ly ni y lm c s va thc nghim va sn xut cc ti thc phm t ph bin cho cc a phng sn xut nhm gii quyt hu cn ti ch. T , nh my i tn thnh nh my thc nghim thc phm Hi H trc thuc B lng thc thc phm qun l. Ngoi sn xut tinh bt ng, cn sn xut vin m, nc tng, nc chm ln men, nc chm hoa qu, du m tng, bnh m, bt dinh dng tr em. 1.2. Giai on 1970 - 1980 Thng 6/1970, thc hin ch th ca B lng thc thc phm, nh my chnh thc tip nhn phn xng ko ca Nh my ko Hi Chu bn giao sang vi cng sut 900 tn/nm, vi s cng nhn vin l 555 ngi. Nh my i tn thnh Nh my thc phm Hi H. Nhim v chnh ca Nh my l sn xut ko, mch nha, tinh bt. 1.3. Giai on 1981 - 1990. Nm 1986, sau i hi ng ln th VI t nc ta tng bc chuyn sang nn kinh t th trng, y chnh l giai on th thch i vi nh my. Nm 1987, x nghip c i tn thnh Nh my ko xut khu Hi H thuc B cng nghip v nng nghip thc phm qun l. Thi k ny nh my m rng sn xut vi nhiu dy chuyn sn xut mi. Sn phm ca nh my c tiu th rng ri trn c nc v xut khu sang cc nc ng u. 1.4. Giai on 1991 n nay.
NGUYN TH THANH TM QT19A3

Thng 1/1992, nh my trc thuc B cng nghip nh qun l, trc bin ng ca th trng nhiu nh my ph sn nhng Hi H vn ng vng v vn ln. Trong nm 1992, nh my thc phm Vit Tr (sn xut m chnh) st nhp vo Cng ty v nm 1995 Cng ty kt np thnh vin mi l nh my bt dinh dng tr em Nam nh. Thng 7/1992, nh my c quyt nh i tn thnh Cng ty bnh ko Hi H (tn giao dch l HaiHaCo) thuc B Cng nghip nh. Mt hng sn xut ch yu l: ko sa da, ko hoa qu, ko c ph, ko cm, bnh biscuit, bnh kem xp. Cc x nghip trc thuc Cng ty gm c: X nghip ko X nghip bnh X nghip ph tr X nghip thc phm Vit Tr X nghip dinh dng Nam nh Trong qu trnh pht trin, Cng ty lin doanh vi: Nm 1993 Cng ty lin doanh vi Cng ty Kotobuki ca Nht Bn thnh lp lin doanh Hi H - Kotobuki. T l vn gp l: Hi H 30%(12 t ng), Kotobuki 70% (28 t ng). Nm 1995 thnh lp lin doanh Miwon vi Hn Quc ti Vit Tr vi s vn gp ca Hi H l 11 t ng. Nm 1996 thnh lp lin doanh Hi H - Kameda ti Nam nh, vn gp ca Hi H l 4,7 t ng. Nhng do hot ng khng hiu qu nn n nm 1998 th gii th. 2. Chc nng, nhim v ca Cng ty. Cng ty bnh ko Hi H thuc B cng nghip nh c thnh lp vi chc nng l sn xut bnh ko phc v mi tng lp nhn dn v mt phn xut khu. thc hin tt nhim v c ban Gim c cng ton th cn b cng nhn vin ca Cng ty phi thc hin cc nhim v chnh sau y: Th nht, tng cng u t chiu su vi mc ch khng ngng nng cao cht lng sn phm, tng nng sut lao ng, a dng ho sn phm nhm m rng th trng p ng nhu cu v sn phm cho tng khu vc th trng. Th hai, xy dng pht trin chin lc cng ngh sn xut bnh ko v mt s sn phm khc t nm 2000 n nm 2020, tng cng cng tc i mi ci tin cng ngh, nng cao cht lng sn phm tng sc cnh tranh.
NGUYN TH THANH TM QT19A3

Th ba, xc nh r th trng chnh , th trng ph, tp trung nghin cu th trng mi, ch trng hn na n th trng xut khu c bit l th trng cc nc lng ging, cng c th trng Trung Quc. II. MT S C IM KINH T K THUT CH YU CA CNG TY. 1. C cu t chc b my qun tr. C cu b my qun tr c t chc theo kiu trc tuyn - chc nng, trong v tr, chc nng cc b phn nh sau: S b my qun tr. Tng gim c l ngi quyt nh ton b hot dng ca Cng ty v chu trch nhim trc Nh nc, tp th ngi lao ng v kt qu hot ng sn xut kinh doanh ca Cng ty. Ph tng gim c ti chnh c trch nhim qun l v trc tip ch o phng ti chnh - k ton. Phng ny c chc nng kim sot cc hot ng ti chnh ca Cng ty, t chc hch ton kinh t, thc hin cc nghip v giao dch thanh ton v phn phi li nhun. Ph tng gim c kinh doanh c trch nhim qun l v trc tip ch o phng kinh doanh. Phng kinh doanh c chc nng xy dng cc k hoch sn xut kinh doanh, t chc cc hot ng nghin cu th trng, d tr, tiu th sn phm. Phng k thut, phng KCS c chc nng kim tra gim st quy trnh cng ngh, xc nh mc tiu dng NVL, m bo cht lng sn phm v phi chu trch nhim trc tip trc tng gim c. Khi vn phng c trch nhim tnh lng tr cho cn b cng nhn vin v tuyn dng o to cc nhn vin mi cho cng ty.

NGUYN TH THANH TM QT19A3

S b my qun tr

Tng gim c

Ph tng gim c ti chnh

Vn phng

Phng k thut

Phng KCS

Ph tng gim c Kinh doanh

Phng ti v

Phng k ton

Nh n

Phng t chc

Phng hnh chnh

Y t

Phng kinh doanh

B phn vt t

B phn vn ti

B phn bc vc

Kho

H thng bn hng

B phn th trng

NGUYN TH THANH TM QT19A3

X nghip bnh

X nghip ko

X nghip ph tr

Nh my Vit Tr

Nh my Nam nh

2. c im ngun nhn lc. Bng1: C cu lao ng ca cng ty nm 2003 XN Vit Tr SN 210 437 TL 32, 5 67, 5 28, 7 71, 3 XN Nam nh SN 36 53 TL Khi hnh chnh, qun l k thut SN TL 45,1 Tng s ngi 668 1387

Ch tiu 1. Gii tnh Nam N 2. Trnh i hc C, TC 3. Hnh thc lao ng Trc tip Gin tip

XN bnh SN 86 TL 24,1

XN ko SN 210 514 TL 29 71

XN ph tr SN 43 11 TL 79,6 20,4

T l

40,4 83

271 75,9

59,6 101 54,9

9 19

32,14 67,86

10 18

35,7 64,3

8 3

72,7 27,3

29 72

5 10

33,3 65 66,7 71

47,8 52,2

126 218

328 91,9 29 8,1

622 102

85,9 14,1

47 7

87 13

612 35

94, 6 5,4

73 16

82 18

1682 373

184 100

NGUYN TH THANH TM QT19A3

4. Thi gian s dng Di hn Hp ng Thi v

59

16,5

378 222 124

52,2 30,7 17,1

42 11 1

77,8 20,4 1,8

263 124 260

192 53,8 106 29,7

40, 6 19, 2 40, 2

51 27 11

57,3 161 87,5 30,3 20 12,4 3 10,9 1,6

954 596 505

46,4 29 24,6

NGUYN TH THANH TM QT19A3

T bng trn, ta thy ngun nhn lc ca Cng ty c c im sau: - V mt s lng: t mt x nghip c 9 cn b, cng nhn vin cng vi s pht trin ca quy m sn xut th n cui nm 2003 Cng ty c tng s lao ng l 2.055 ngi vi mc thu nhp bnh qun l 1.000.000/ngi/thng. - V mt cht lng: ton Cng ty c 126 ngi c trnh i hc v 218 ngi c trnh Cao ng hoc Trung cp. Trong cn b qun l v cn b k thut c trnh hu ht l i hc v tui trung bnh l 35. - V mt c cu: cn b cng nhn vin ca cng ty ch yu l n chim trung bnh khong 75%, c tp trung ch yu trong khu bao gi, ng hp v cng vic ny i hi s kho lo. Trong x nghip ph tr, do c im cng vic nn hu ht cng nhn y l nam gii. V tnh cht sn xut ca Cng ty mang tnh thi v nn ngoi lc lng lao ng di hn chim 46,4%, Cng ty cn s dng mt lng ln lao ng hp ng chim 29%, cn li l lao ng thi v chim 24,6%. y l hng i ng n ca Cng ty trong vic gim chi ph v nhn cng m vn p ng nhu cu lao ng cho tng thi k. 3. c im v my mc thit b v quy trnh cng ngh. 3.1. My mc thit b. Hin nay h thng my mc thit b ca Cng ty gm: X nghip bnh c 3 dy chuyn sn xut bnh kem xp, bnh biscuit v bnh mn. X nghip ko gm 2 dy chuyn sn xut ko cng v ko mm. Trong c dy chuyn sn xut ko Chew v Caramen ca c hin i cn li l cc dy chuyn c trnh trung bnh v lc hu. X nghip thc phm Vit Tr bn cnh dy chuyn sn xut ko mm cc loi, nm 1998 x nghip cn c trang b thm dy chuyn sn xut ko Jelly khun v Jelly cc. Sau y l mt s thng k v my mc thit b k thut ca Cng ty Bng 2 : Thng k nng lc sn xut ca my mc thit b. STT 1 2 3 4 5 6 Tn thit b Dy chuyn sn xut bnh Biscuit Dy chuyn sn xut bnh Biscuit (Italy) Dy chuyn sn xut bn kem xp Dy chuyn sn xut ko cng Dy chuyn sn xut ko mm cht lng cao Dy chuyn sn xut ko mm khc
NGUYN TH THANH TM QT19A3

Cng sut Trnh trang b (tn/nm) Thit b mi, c gii ho, t 1600 ng ho Thit b mi , c gii ho, t ng 2300 ho 150 C gii ho v th cng 1400 C gii ho, t ng ho C gii ho, mt phn t ng 1200 ho 6700 C gii ho, t ng ho 8

7 8

Dy chuyn sn xut ko Caramen (c)

2500

Thit b mi, c gii ho, t ng ho

Dy chuyn sn xut Glucza phc v sn xut 1500 C gii ho ko Bng 3: Thng k my mc ang s dng ti Cng ty NC SN NM XU T Trung Quc 1960 Vit Nam Ba Lan Ba Lan Ban lan Ba Lan i Loan Ba Lan i Loan an Mch an Mch Italy Nht Italy Australia Innxia c 1960 1966 1977 1978 1978 1979 1980 1990 1992 1992 1995 1995 1995 1996 1997 1998

STT 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

TN THIT B My trn nguyn liu, my qut ko, my cn My ct, my rng, my nng khay My sy WKA4 Ni ho ng CK22 Ni nu lin tc sn xut ko cng Ni nu nhn CK 22 Ni nu ko mm CWA 20 Dy chuyn sn xut ko cng c nhn, ko cng c Ni nu ko chn khng Dy chuyn sn xut bn quy ngt Dy chuyn ph Scla Dy chuyn sn xut bnh Cracker Dy chuyn my ng gi bnh My gi ko cng kiu gp xon tai Dy chuyn sn xut Jelly khun Dy chuyn sn xut Jelly cc Dy chuyn sn xut ko Caramel Ngun : Phng k thut

3.2. Quy trnh sn xut. Cng tc t chc sn xut c b tr theo dy chuyn cng ngh, mi phn xng sn xut chuyn mn ho mt loi sn phm nht nh cho nn khng c s qu ph thuc vo nhau gia cc dy chuyn sn xut. Sau y l m phng dy chuyn sn xut mt s loi sn phm (Ph lc 1,2,3). c im v nguyn vt liu. NVL dng trong sn xut bnh ko ca Cng ty chim mt t trng ln trong tnh gi thnh sn phm: ko cng: (73,4%), ko mm (71,2%), bnh (65%). Trong khi hu ht NVL l kh bo qun , d h hng, thi gian s dng ngn v vy m n
NGUYN TH THANH TM QT19A3

gy kh khn trong thu mua, bo qun, d tr. Hng nm Cng ty phi s dng mt khi lng NVL tng i ln nh: ng, gluco, sa bo, vng sa, bt m, c ph, b, hng liu...Mt phn do th trng trong nc cung cp cn li phi nhp ngoi. Do vy gi c, th trng cung ng khng n nh, n chu nh hng ca cc nhn t kinh t v chnh tr trong v ngoi nc. c im v ti chnh. Cng ty bnh ko Hi H l doanh nghip nh nc cho nn ngun vn ca Cng ty c cung cp t nhiu ngun nh: vn ngn sch, vn t c c b sung t li nhun sau thu, vn lin doanh, vn vay, vn huy ng ca cng nhn di hnh thc vay. Bng 4: C cu vn ca Cng ty Gi tr: t ng T trng: % 2000 T Ch tiu Gi tr trn g I. Theo c cu 1. Vn lu ng 36,456 34,4 9 2. Vn c nh 69,239 65,5 1 Tng 105,69 100 5 II. Theo ngun vn 1. Ch s hu 63,734 60,3 2. Vay ngn hng 3. Ngun khc Tng 31,497 29,8

2001 T Gi tr trn g 40,35 70,40 110,7 5 36,4 3 63,5 7 100

2002 Gi tr T trn g 37,9 3 62,0 7 100

2003 Gi tr T trng 36,4 0 63,6 100

46,343 75,825 122,16 8

50,365 88,020 138,38 5

68,11 33,47 9,17 110,7 5

61,5 30,2 2 8,28 100

75,602 37,61 8,956 122,16 8

10,464 9,9 105,69 100 5 Ngun : Phng kinh doanh

61,8 8 30,7 9 7,33 100

78,022 49,781 10,582 138,38 5

56,3 8 35,9 7 7,65 100

Bng c cu vn cho thy, so vi cc doanh nghip khc trong ngnh sn xut bnh ko th quy m vn ca Cng ty tng i ln nhng t trng vn lu
NGUYN TH THANH TM QT19A3

10

ng li thp trong tng ngun vn. Do Cng ty thng gp kh khn trong thc hin cc chnh sch ti chnh, giao dch vi cc nh cung ng v cc i l p ng nhu cu d tr, sn xut, tiu th trong ma v. III. CN C XY DNG CHIN LC SN PHM CHO CNG TY BNH KO HI H. Mun xy dng c mt chin lc sn phm tt phi da vo cc yu t l: k hoch di hn ca Cng ty, i th cnh tranh, kh nng ca Cng ty. Cc yu t ny phi c xc nh mt cch c th trn gc nh tnh v nh lng. Hin nay Cng ty cha c chin lc kinh doanh cho nn vic xy dng chin lc sn phm da vo k hoch di hn ca Cng ty l mt tt yu. Nguyn nhn Cng ty cha c chin lc kinh doanh l: - Tuy chin lc kinh doanh xut hin t lu trn th gii v c rt nhiu doanh nghip nc ngoi p dng thnh cng nhng n li kh mi m i vi doanh nghip Vit Nam. - Cho n hin nay th cc phng thc kinh doanh truyn thng vn cn c hiu qu nht nh nn n to mt lc cn cho s thay i. - Mun xy dng c mt chin lc kinh doanh hon chnh th cn phi u t mt lng ln v ti chnh cng nh con ngi, trong khi Cng ty khng th p ng mt cch tt nht cho cc iu kin nu trn. 1. nh hng di hn ca Cng ty. Mc tiu phn u ca Cng ty trong giai on 2000 - 2005 l gi vng quy m, tc pht trin tr thnh mt trong nhng Cng ty sn xut bnh ko ln nht Vit Nam. Cng ty bnh ko Hi H c trang thit b tin tin, c kh nng cnh tranh vi cng nghip sn xut bnh ko ca cc nc trong khu vc. Sn lng bnh ko ca Hi H c tnh n nm 2005 khong 17.500 tn/nm chim khong 33 - 35% tng sn lng ngnh, trong tiu th trong nc khong 13.000 tn, xut khu 1.500 tn, doanh thu 216 t ng, np ngn sch 25 t ng. 2. Phn tch mi trng kinh doanh bn ngoi. 2.1. Cc yu t thuc mi trng v m. 2.1.1. Cc yu t v kinh t. Trong nhng nm gn y, nn kinh t nc ta c nhng bc pht trin nhanh chng, tc tng trng GDP t nm 1998 n 2002 ln lt l: 5,67%; 4,77%; 6,75%; 6,84%; 7,04%. i sng nhn dn tng bc c ci thin, thu nhp bnh qun u ngi tng t 226,7 nghn ng nm 1996 ln 615 nghn nm 2002. Bn cnh s phn ho thu nhp vi khong cch ngy cng xa dn n ngy cng gia tng ngi tiu dng chp nhn mc gi cao v c nhng ngi ch chp nhn NGUYN TH THANH TM QT19A3 11

mc gi va phi v thp cho sn phm mnh tiu dng. Khi mc sng ca ngi dn tng ln th nhu cu ca th trng i vi bnh ko i hi phi tho mn v s lng, cht lng cao hn, mu m phong ph hn, phi bo m v sinh, an ton cao hn. 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 tch cc ti th trng tin t, th trng vn ca nc ta, hn ch nhng tc ng tiu cc ca th trng ti chnh quc t. S thun li trn th trng ti chnh, tin t s to iu kin cho Cng ty u t m rng sn xut. 2.1.2. Cc yu t v chnh tr php lut. Cng vi xu th pht trin ca khu vc v th gii, trong nhng nm qua nc ta ang chuyn i t nn kinh t k hoch ho tp trung sang nn kinh t th trng c s iu tit ca Nh nc theo nh hng x hi ch ngha. Nh nc y mnh xy dng, i mi th ch php lut trong Hin php nm 1992 thay cho Hin php nm 1980. Cc lut v php lnh quan trng th hin s thay i ny l: lut u t trong nc v nc ngoi ti Vit Nam, b lut thu p dng thng nht cho mi thnh phn kinh t, lut bo v mi trng, php lnh v sinh an ton thc phm, lut doanh nghip, lut bn quyn. ng thi vi qu trnh xy dng, sa i cc b lut cho ph hp, Chnh ph cng y mnh ci tin th ch hnh chnh. Sau khi thc hin lut doanh nghip nm 1999, Chnh ph bi b 150 giy php con v nhiu loi ph, l ph khng hp l, n gin th tc giy php thnh lp doanh nghip... to ra mi trng php l thng thong thun li hn cho hot ng sn xut kinh doanh ca cc doanh nghip. i vi mt hng bnh ko, Chnh ph c php lnh v v sinh an ton thc phm, Lut bn quyn s hu cng nghip quy nh ghi nhn mc, bao b nhm bo v quyn li ca ngi tiu dng v cc Cng ty lm n chn chnh. Nhng vic thi hnh ca cc c quan chc nng khng trit nn trn th trng vn cn lu thng mt lng hng gi khng nh, hng nhi, hng khng r nhn mc, hng km phm cht, qu hn s dng... 2.1.3. Cc yu t x hi. Bnh ko tuy khng phi l nhu cu thit yu ca con ngi nhng n l mt sn phm k tha truyn thng m thc ca Vit Nam ni chung v ca cc vng ni ring. Do bn sc vn ho phong tc tp qun, li sng ca tng vng nh hng rt ln n nhu cu tiu dng bnh ko. i vi ngi min Bc quan tm nhiu hn ti hnh thc bao b mu m v khu v ngt va phi, cn ngi min Nam li quan tm nhiu hn n v ngt, hng v tri cy. NGUYN TH THANH TM QT19A3 12

Bn cnh nhng ngi tin tng vo hng ho trong nc th vn cn nhng ngi chung hng ngoi, cho rng hng ngoi c cht lng cao hn hng trong nc. y thc s l cn tr i vi Cng ty khi thm nhp th trng hng cao cp. 2.1.4. Cc nhn t k thut cng ngh. 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 cng ngh sinh hc, cng ngh c kh, cng ngh ch bin v t ng ho. Trnh cng ngh ni chung ca nc ta cn lc hu hn so vi th gii ti vi chc nm. y l mt hn ch rt ln i vi cc doanh nghip Vit Nam ni chung v Cng ty Hi H ni ring trong vic i mi thit b, dy chuyn cng ngh, trin khai sn phm mi cnh tranh vi cng nghip sn xut bnh ko 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 u t cnh tranh vi doanh nghip trong nc, cn c th cnh tranh vi cc Cng ty bnh ko nc ngoi th Cng ty phi chu mt sc p v gi mua v chuyn giao cng ngh rt ln. 2.1.5. Cc yu t t nhin. Vit Nam l nc c kh hu nhit i, nng m ma nhiu nh hng rt ln ti tnh thi v ca cng ngh sn xut v tiu dng bnh ko. Th nht, bnh ko l mt loi thc phm nn lun phi m bo v sinh, an ton thc phm nhng n cng l loi sn phm kh bo qun, d b h hng. Do chi ph bo qun v chi ph vn chuyn ln lm tng gi thnh sn phm. Th hai, phn ln NVL dng cho sn xut bnh ko l sn phm t nng nghip m thi tit nc ta din bin rt phc tp nh ma bo, hn hn rt nhiu lm cho th trng cung cp NVL khng n nh, chi ph d tr NVL ln. Th ba, nhu cu tiu dng bnh ko thay i rt ln theo ma, sn phm bnh ko c tiu dng ch yu vo cc thng u nm v cui nm cho nn cng tc nhn s (qun l, tuyn dng lao ng) v cng tc iu ng sn xut ca Cng ty gp nhiu kh khn. Ngoi nhng bt li trn, Cng ty sn xut bnh ko nc ta cng c nhiu thun li. Vi hoa qu, hng liu a dng, nu Cng ty c hng nghin cu thay th NVL nhp ngoi th Cng ty s ch ng c NVL v c th to ra c NVL mi, Cng ty s c c li th cnh tranh trn th trng. 2.1.6. Cc yu t quc t. Trong xu hng hi nhp kinh t khu vc v th gii, ngy 28/7/1995, Vit Nam tr thnh thnh vin chnh thc ca ASEAN, s hnh thnh khi mu dch t do ASEAN (APTA - ASEAN free Trade Area) v vic k hip nh u i thu u i thu quan (CEPT - Common Effective Preferential Tariffs) nh du mt bc
NGUYN TH THANH TM QT19A3

13

ngot trong s pht trin kinh t ca ASEAN, trong c Vit Nam. Theo lch trnh ct gim thu quan trong l trnh gia nhp APTA ca Vit Nam: giai on 2001 2003 nu mc thu sut hin hnh ca dng thu no cao hn th s gim xung mc di 20% v tip tc gim xung cn 0 - 5% trong giai on 2003 - 2006. Hng ho Vit Nam s c hng thu sut u i thp hn thu sut ti hu quc m cc nc ginh cho cc nc thnh vin ca WTO, t Cng ty c iu kin thun li thm nhp tt c th trng ca cc nc thnh vin ca ASEAN mt th trng c hn 500 triu dn vi tc pht trin ng i cao. Nhng y cng l thch thc i vi Cng ty, khng ch i mt vi kh khn khi xut khu sang cc nc thnh vin m phi cnh tranh quyt lit ngay trn th trng ni a vi chnh nhng sn phm bnh ko ca cc nc y, c bit cc mt hng ny t trc ti nay vn c bo h vi mc thu cao t 50 - 100%. Nu Cng ty bnh ko Hi H khng chu theo st tin trnh thc hin AFTA th c th i u vi nhng bt li khng nh. Bng 5: Nhu cu tiu dng bnh ko ti Vit Nam Cc ch tiu Dn s Vit Nam Tng sn lng bnh ko tiu th Sn xut trong nc Nhp ngoi n v tnh Triu ngi Nghn tn Nghn tn Nghn tn Kg/ngi 2000 2001 2002 2003 2004 2005 78,6 8 93 69,9 23,1 1,18 78,6 99,5 77,6 21,9 1,25 80,2 106 83,7 22,2 1,31 81,8 9 116 87 29 1,42 82,8 9 125 100 25 1,51 84,0 4 136 110 26 1,62

Mc tiu trung bnh qun Ngun: Cc thng k Vit Nam

2.2. Phn tch mi trng cnh tranh ni b ngnh 2.2.1. Khch hng. Khch hng l nhn t quyt nh s thnh cng hay tht bi ca chin lc sn phm. Nu nh sn phm ca Cng ty a ra th trng m khng c nhu cu hoc t c nhu cu th gi c thp ti u m qung co c hp dn ti mc no th cng khng c ngha g ht. Cng nh vy nu sn phm c cht lng, mu m tuyt ho nhng gi li qu cao khng ph hp vi ti tin ngi tiu dng th n s khng c th trng chp nhn. V th khi hoch nh chin lc sn phm,
NGUYN TH THANH TM QT19A3

14

Cng ty cn nghin cu phong tc tp qun, li sng, th hiu, ng c mua hng ca tng khu vc th trng. C th phn chia khch hng ca Cng ty thnh hai loi i tng: khch hng trung gian (cc i l) v ngi tiu dng cui cng. i vi cc i l, mc ch ca h l li nhun v ng lc thc y h l hoa hng, chit khu bn hng, phng thc thanh ton thun li ca Cng ty tr cho h. Vi hn 200 i l, h thng phn phi ca Cng ty c nh gi mnh nht trong ngnh sn xut bnh ko, nhn chung cc i l tng i trung thnh, h thng i l ca Cng ty ch yu tp trung cc tnh pha Bc s to nhng iu kin thun li cho Cng ty kinh doanh th trng ny. Nhng h thng i l cc tnh min Trung v pha Nam li c nhiu hn ch, gy kh khn khi Cng ty xm nhp th trng. i vi ngi tiu dng n c tnh quyt nh s thnh cng ca Cng ty trong hot ng sn xut kinh doanh. Cng ty cn phi nghin cu, phn tch chnh xc nhu cu, kh nng thanh ton... ca nhm khch hng ny. Bng 6: S thch tiu dng bnh ko tng vng Min Bc - Thch ngt va phi - Thng mua theo gi - Quan tm nhiu n hnh thc bao b Xu hng tiu dng c v mn Min Trung - Thch ngt va phi, c v cay. - Thng mua theo cn hoc mua l. - Khng quan tm n hnh thc bao b. Xu hng tiu dng khng thay i Min Nam - Rt thch v ngt v hng v tri cy. - Thng mua theo cn hoc theo gi. - t quan tm n hnh thc bao b. Xu hng tiu dng t thay i

c im tiu dng ch yu ca khch hng Xu hng tiu dng

Bng 7: c tnh tiu dng sn phm ca Cng ty tng giai on th trng Thu thp Sn phm quen dng Yu cu v sn phm Khi lng ng c m mua ua 15

Tui

NGUYN TH THANH TM QT19A3

- Mu sc sc s. - C chi 2 -14 km theo - Khng quan tm n gi Ko cng, ko - Cht lng mm, ko cn, va phi 15 bnh quy - Gi r Thp 45 thng, bnh - C quan cn tm n mu m Bnh quy, bnh - Cht lng k em xp, ko va phi 46 tr mm - Gi va ln phi - Mu m trung bnh Ko cng, ko - Quan tm mm, ko n cht caramen, bnh lng 15-45 kem xp - Gi va thng, bnh phi quy - quan tm n mu m Trun Ko cng, ko - Cht lng g mm, ko tt bnh caramen, ko - Gi va 46 tr Jelly, bnh mn, phi ln bnh kem xp - Mu m p thng, bnh hp

Ko cng, ko mm, ko Jelly, bnh quy thng, bnh kem xp

- Thch gi nh - Mua nhiu ln

- Ngi ln mua cho - Mua n - Lin hoan - L, tt - Ci hi

- Khi lng ln - Khng thng xuyn

- Khi lng - Qu nh biu - Thnh thong - L, Tt - Mua cho chu - Khi lng ln - Khng thng xuyn - Lin hoan - L, Tt - Ci hi

- Khi lng - Qu nh biu - Thnh thong - L, Tt - Cho chu - n trng ming

NGUYN TH THANH TM QT19A3

16

Cao

- Qu biu - L, tt 15-45 - Lin hoan - Ci hi Ko mm, ko - Cht lng - Khi lng - Qu caramen, ko tt nh biu Jelly, bnh mn, - Khng quan - Thnh thong - L, Tt 46 tr bnh xp ph tm nhiu - Cho ln scla, bnh n gi chu hp - Mu m p - n trng ming

Ko xp mm, ko caramen, ko Jelly, bnh mn, bnh xp ph scla, bnh hp

- Cht lng - Khi lng tt ln - Khng quan - Thnh thong tm n gi - Mu m p

Bng 8 : Th phn ca mt s sn phm so vi ngnh. n v: tn Sn lng Sn lng Tn sn phm T trng (%) tiu th ton ngnh 1. Bnh kem 1.650 9.167 18 xp 2. Bnh Biscuit 2.125 11.185 19 3. Bnh mn 545 7.786 7 4. Bnh hp 290 5.800 5 5. Ko Jelly 520 5.270 9,87 6. Ko 495 12.380 4 Caramen 7. Ko cng 2.700 11.740 23 8. Ko mm 4.100 11.081 37 9. Ko cn 400 8.150 4,9 Bng 9 : Tc tng trng doanh thu tiu th 2000/ 2001/ 2002/ 2003/ Tn sn phm 1999 2000 2001 2002 1. Bnh kem xp 6,58 18,52 14,58 14,45 2. Bnh Biscuit 6,13 8,05 8,72 11,89 3. Bnh mn 9,37 11,43 15,35 16,89
NGUYN TH THANH TM QT19A3

Trung bnh 13,53 2,75 13,2

nh gi Cao Thp Cao 17

4. Bnh hp 5. Ko Jelly 6. Ko Caramen 7. Ko cng 8. Ko mm 9. Ko cn

12,50 20,69 0,00 -9,43 10,25 11,90

22,22 17,14 20,00 6,67 2,56 2,70

13,64 17,07 16,67 5,47 2,50 5,26

14,02 17,17 17,01 5,23 2,62 5,32

15,6 18,02 13,42 1,99 --,64 0,345

Cao Cao Cao Thp Thp Thp

2.2.2. i th cnh tranh. Th trng bnh ko nc ta hin nay c s cnh tranh kh quyt lit. Bn cnh hn 30 nh my sn xut bnh ko c quy m va v ln cn hng trm c s sn xut nh. C th k mt s i th cnh tranh ch yu ca Cng ty nh: Cng ty bnh ko Hi Chu, Cng ty bnh ko Trng An, Cng ty TNHH Kinh iu ny c th hin r hn qua bng so snh cc i th cnh tranh ch yu

Bng 10 : So snh cc i th cnh tranh ch yu Th trng ch yu Hi H Min Bc Cng ty Sn phm cnh tranh Th im mnh phn

in yu Cha c sn phm cao cp, hot ng qun co km Cht lng cha cao, mu m cha p Gi cn cao

Hi Chu Kinh

Min Bc C nc

Bin Ha

Trng

Min Trung Min Nam Min

Ko cc loi, 7,5% Uy tn, h thng bnh kem xp, phn phi rng, biscuit quy m ln, gi h Ko hoa qu, 5,5% Uy tn, h thng scla, bnh phn phi rng, kem xp gi h Snack, bnh 12% Cht lng tt, ti, biscuit, bao b p, qung scla, bnh co v h tr bn mn tt, knh phn phi rng Biscuit, ko 7% Mu m p, cht cng, ko lng tt, h mm, snack, thng phn ph scla rng Ko hng 3% Gi r, chng loi

Hot ng xc tin km, gi cn cao Chng loi bnh 18

NGUYN TH THANH TM QT19A3

An

Bc

cm

Qung Min Ngi Trung Min Nam Lubico Min Nam Hu Ngh Min Bc

Hi H Min Kotobu Bc ki Nhp ngoi C nc

ko hng cm phong ph Ko cng, 5% Gi r, chng loi snack, biscuit phong ph, h thng phn phi rng Ko cng, 3,5% Gi r, cht lng biscuit cc loi kh,, h thng phn phi rng Bnh hp, 2,5% Hnh thc phong cookis, ko ph, gi bn trung cng bnh, cht lng trung bnh Bnh ti, 3% Cht lng cao, snack, mu m p, h cookies, bim thng phn phi bim rng Snack, ko 25% Mu m p, cht cao su, bnh lng cao kem xp, cookies

ko cn t, qung co km Bao b km hp dn, qung co km Chng loi cn hn ch, mu m cha p Cht lng bnh v chng loi cn hn ch, uy tn cha cao Gi bn cao, h thng xc tin bn km Gi cao, h thng phn phi km, nhiu sn phm c ngun gc khng r rng Mu m khng p, cht lng v an ton thc phm nhiu khi khng m bo

Cc C Cng ty nc cn li

Cc loi

26%

Gi r, hnh thc a dng

2.2.3. Cc i th tim n Ngnh cng nghip sn xut bnh ko c quy trnh cng ngh k thut kh n gin, vn u t tng i t so vi mt s ngnh cng nghip khc. Mt khc hin nay nhng php lnh, quy nh v v sinh an ton thc phm cng nh s qun l ca Nh nc v cc c quan ban ngnh i vi ngnh sn xut bnh ko cn lng lo, thiu cht ch. Do vy ro cn gia nhp ngnh sn xut bnh ko cn thp. V vy ngnh bnh ko rt cn s h tr ca nh nc trong vic quy hoch u t, quan tm n qu trnh sn xut, lu thng v s dng cc sn phm bnh ko
NGUYN TH THANH TM QT19A3

19

m bo cc vn v dinh dng, v sinh an ton thc phm, sc kho cho ngi dn v m bo mi trng cnh tranh lnh mnh gia cc nh sn xut. i vi cc cng ty bnh ko cn t chc hip hi bnh ko c nhng bin php hu hiu bo v th trng trong nc chng li s xm nhp ca cc Cng ty nc ngoi khi lch trnh ct gim thu quan (CEPT) n gn. Vi li th v quy m sn xut, cng ngh ch bin, ngnh bnh ko nn nng cao hng ro gia nhp th trng bng cc bin php nh : chnh sch gi c, chnh sch sn phm... 3. Phn tch mi trng ni b Cng ty. 3.1. V mt Marketing. Cng ty xc nh hot ng Marketing c nhim v: - Thu thp x l thng tin xc nh v d bo cung cu bnh ko, cng nh cc bin ng ca th trng NVL. - Cng ban k hoch lp k hoch cung ng, sn xut v tiu th sn phm. - Lp k hoch v chnh sch xc tin hn hp y nhanh tc tiu th sn phm. Cc ni dung ca hot ng Marketing, cng vic nghin cu th trng thuc trch nhim ca phng kinh doanh. Do khi lng cng vic m phng kinh doanh m nhim qu ln v vy m hiu qu khng cao. Cng ty thu thp thng tin qua cc i l trung gian, hi tr, trin lm v thng qua cc cuc tip xc vi khch hng. Vic nghin cu th trng gp phn rt ln trong vic lp k hoch sn xut, cung ng sn phm ra th trng trong tng thi k ca Cng ty. Tuy nhin, cng tc ny cn mang tnh th ng v din ra khng lin tc, ngn sch hng nm cho hot ng ny chim 2% doanh s bn hng. C th ni y l im yu ca Cng ty so vi i th cnh tranh. V d Cng ty TNHH Kinh c phng Marketing ring vi ngn sch u t cho hot ng nghin cu th trng chim 7% doanh thu hng nm. 3.1.1. Chnh sch sn phm * Tnh hnh a dng ho v di bit ho sn phm. T ch chuyn sn xut ko, trong nhng nm gn y Cng ty mnh dn nghin cu lin tc a ra th trng cc sn phm mi nh: bnh Craker, ko Jelly, ko xp, ko Chew... Vic a dng ho sn phm ca Cng ty c tin hnh theo cc hng sau: - a dng ho theo chiu su ca nhu cu: Cng ty ci tin v hon thin cc sn phm ko truyn thng bng cch thay i cc hng v, thay i hnh thc mu m. - Nghin cu pht trin sn phm mi, m rng chng loi sn phm. Song song vi qu trnh t nghin cu Cng ty thng xuyn c cc nhn vin Marketing v NGUYN TH THANH TM QT19A3 20

cc nhn vin phng k thut i ti cc siu th v hi ch trin lm... trong v ngoi nc nhm tm hiu sn phm ca i th cnh tranh, th hiu ngi tiu dng, t ch to cc sn phm mi v tung ra th trng. Nm 2003 Cng ty bnh ko Hi H cung cp cho th trng c nc hn 14.600 tn bnh ko vi 134 chng loi sn phm, trong c nhiu loi sn phm c nhiu ngi a thch nh: bnh Cracker, bnh kem xp, bnh quy du da, ko Chew, ko cng nhn scla, ko Jelly, ko Caramen... vi cht lng kh cao v mu m bao b hp dn, a dng sc cnh tranh vi cc i th cng loi trong v ngoi nc. * Tnh hnh qun l v nng cao cht lng sn phm. Sn phm ca Cng ty l mt loi thc phm nn cng tc ny cng c coi trng. Ti cng ty cng tc ny c t chc theo 2 cp: Cp x nghip: gm cc k s i theo ca sn xut c nhim v thc hin quy trnh cng ngh v qun l cht lng sn phm theo ca. Cng tc ny gn vi li ch tng c nhn iu ny to ra trch nhim trong cng vic ca cng nhn t m nng cao cht lng sn phm. Cp cng ty: phng k thut qun l quy trnh cng ngh sn xut sn phm cc x nghip, phng KCS qun l cht lng nguyn vt liu nhp kho v sn phm xut kho, thng pht cht lng sn phm i vi cc x nghip. Cng ty t chc mt mng li kim tra thng nht t Cng ty n cc x nghip c s theo 5 kim: - C nhn t kim tra - T sn xut t kim tra - Ca sn xut t kim tra - Phn xng t kim tra - Cng ty kim tra v cho xut xng. Cht lng sn phm c nh gi da trn h thng cc ch tiu: l ho, v sinh ch khi sn phm m bo y cc ch tiu th mi m bo cht lng sn phm. V vy m cht lng bnh ko ca Cng ty trong thi gian qua lun c nng cao v khng nh trn th trng. Hin nay Cng ty bt u tp trung vo hng tng t trng sn phm c cht lng v gi tr cao, gim dn t trng sn phm cp thp, c cu li mt hng sn phm t pht trin chiu rng sang pht trin chiu su. Cng ty cng ch ci tin bao b, mu m sn phm sao cho va p ng c yu cu ca qu trnh bo qun, vn chuyn va hp dn ngi tiu dng v tin li cho s dng nh: Cng ty thay i cch thc gi ko t gi gp, gi xon sang hnh thc gi gi p kn. Tuy nhin sn phm ca Cng ty ch yu c gi bng ti nha, loi gi bng ba cng, bng kim loi cha c nhiu. Hin ti cc sn phm cao cp vn chim NGUYN TH THANH TM QT19A3 21

mt t l khng ln trong tng s sn phm ca Cng ty v cha c mu m v cht lng ngang tm vi mt s Cng ty trong nc v cc Cng ty ca cc nc ASEAN. 3.1.2. Chnh sch gi c. c th cnh tranh v gi, Cng ty ch ng p dng ng b nhiu bin php nhm h gi thnh sn phm nh: i mi my mc thit b, s dng hp l tit kim NVL, tng nng sut lao ng, c cu li b my qun l... y l vic lm rt cn thit khai thc tt ni lc ca Cng ty bnh ko Hi H trong thi gian va qua. Tuy nhin trnh tm l cho rng tin no ca y Cng ty khng h gi bn sn phm m thay vo l vic tng t l chit khu tiu th, tr gi, chnh sch hoa hng v thng cho cc i l, hoc khuyn mi tng phm v gii thng cho cc khch hng mua nhiu sn phm ca Cng ty. 3.1.3. Chnh sch phn phi. Hin nay Cng ty c hn 200 i l ti 34 tnh trn c nc, min Bc: 152 i l, min Trung: 38 i l, min Nam 13 i l. phn phi sn phm n tay ngi tiu dng, Cng ty s dng 3 loi knh phn phi. Th nht, knh trc tip, thng qua ca hng gii thiu sn phm bn hng cho ngi tiu dng. Loi knh ny ch yu l qung co, gii thiu sn phm, thu thp thng tin trc tip t pha khch hng, li nhun khng phi mc tiu ca knh ny. Sn lng tiu th chim 10%. Th hai, knh thng qua ngi bn l, y l cc ca hng bn l c doanh s ln, hoc cc siu th. Ngi bn l nu ly hng thng xuyn h c hng u i nh cc i l vi mc hoa hng t 2 3% gi tr l hng mua. Sn lng tiu th chim 25%. Th ba, knh thng qua i l, ngi bn l, y l knh phn phi chnh ca Cng ty, sn lng tiu th chim 65%, vi s phn b rng khp c nc. Nu cc i l ly hng thng xuyn vi khi lng ln th ngoi cc ch ca mt i l h cn c hng cc u i khc. S knh tiu th ca Cng ty
Cng ty bnh ko Hi H Ngi bn l Ngi tiu dung cui cng

i l

Ngi bn l

Hng qu, Cng ty c tng kt doanh thu ca cc i l tng min tm ra 10 i l c doanh thu cao nht thc hin ch thng: 3 i l u tin thng 2 triu ng, 3 i l tip thng 1,5 triu ng, 4 i l cn li thng 1 triu ng. Hay NGUYN TH THANH TM QT19A3 22

trong cc t cao im nu cc i l no vt mc tiu th do cng ty quy nh s c thng theo t l vt k hoch. vic tiu th sn phm c thun li hn, Cng ty cn p dng nhiu hnh thc giao dch, thanh ton thun li nh: bn hng qua in thoi, vn chuyn hng n tn ni, c p dng mc h tr chi ph vn chuyn 3.1.4. Chnh sch xc tin hn hp Cng ty thng xuyn tham gia cc hot ng hi ch, trin lm, gii thiu sn phm, t chc cc chng trnh ly kin khch hng. Ngoi ra Cng ty cn y mnh cc hot ng tip th, xc tin bn hng vi nhiu hnh thc khuyn mi nh: tng km m, o, ti xch tay hoc tng thm mt gi gia v hay mt gi ko Caramen nh trong mi thng sn phm. im yu ca Cng ty so vi mt s i th cnh tranh l qung co trn cc phng tin thng tin i chng cn rt hn ch, cha gy c n tng su sc, qung co mi ch dng qung co cho sn phm m cha c nhng qung co tng th v Cng ty, vic cung cp thng tin cho khch hng nhm pht hin hng nhi, hng gi sn phm ca Cng ty hu nh khng c ch trng. 3.2. Ti chnh - k ton. Kh nng pht trin ca Cng ty ph thuc cht ch vo iu kin v tnh hnh ti chnh ca ton Cng ty. Kh nng ny khng ch ph thuc vo quy m ngun ti chnh sn c ca Cng ty m cn ph thuc rt ln vo cc ch s ti chnh hng nm, trong c cc ch tiu quan trng nht l h s kh nng thanh ton, h s n, s vng quanh ton b vn, t sut doanh li... Qua bng cc ch tiu ti chnh ca Cng ty nm 2002 2003 (ph lc 4 - Bng Cc ch tiu ti chnh ca cng ty nm 2002 - 2003) ta c th thy c rng: tnh hnh ti chnh ca Cng ty kh n nh v vng chc c th hin qua cc ch tiu. - T l n qua 2 nm u nh hn 0,5 nh vy thy rng Cng ty hon ton c kh nng t ch v vn, so snh gia hai nm th ch tiu ny ca nm 2003 ln hn nm 2002 l 15,7% nguyn nhn ca n l trong nm 2003 Cng ty c u t thm dy truyn sn xut ko Chew ca Cng Ho Lin Bang c. - Kh nng thanh ton ca Cng ty qua hai nm u ln hn. Nm 2003 ch tiu ny thp hn nm 2002 l Cng ty m rng sn xut nn c nhiu hng tn kho. - Ch tiu li nhun rng trn vn ch qua 2 nm u c xu hng tng nh vy
NGUYN TH THANH TM QT19A3

23

Cng ty s dng vn c hiu qu v chng u ln hn li sut ngn hng(6 7%/nm) nh vy cng vic kinh doanh ca Cng ty l c trin vng. - Tuy nhin s vng quay ca tng ti sn ca Cng ty cn thp mc d ni c xu hng tng nhng iu ny cng lm gim hiu qu s dng vn ca Cng ty.

NGUYN TH THANH TM QT19A3

24

IV. TNG HP KT QU NH GI MI TRNG NI B CNG TY. Sau khi phn tch cc yu t thuc mi trng ni b Cng ty, c th tm tt kt qu trong ma trn nh gi nh hng cc yu t bn trong nh sau: Bng Ma trn cc yu t bn trong (IFE) Mc quan trng 0,09 0,08 0,1 0,07 0,08 0.09 0,11 0,11 0,09 0,09 0,09 1,0 Ph n loi 3 4 3 3 3 3 2 2 2 2 2 S im quan trng 0,27 0,32 0,3 0,21 0,24 0,27 0,22 0,22 0,18 0,18 0,18 2,59

Cc yu t bn trong 1. H thng knh phn phi mnh 2. B my t chc qun l mnh 3. Tnh hnh ti chnh khch quan n nh 4. Uy tn lu nm trn th trng 5. i ng cng nhn lnh ngh, nhit tnh 6. Gi thnh sn phm thp 7. Sn phm ch o cha em li hiu qu 8. Hot ng nghin cu th trng cn yu 9. Dy chuyn cng ngh cha ng b 10. Hot ng qung co, h tr tiu th cn yu 11. C cu sn phm cha hp l Tng

Ch : Cc yu t a vo ma trn l cc yu t quan trng, quyt nh nht ti s thnh cng ca Cng ty. - Trong ma trn c 11 yu t, tng cc mc quan trng bng 1,0 - Cc mc phn loi: Cc mc im ln lt l: 4 im: im mnh nht ca doanh nghip, 3 im: im mnh th hai ca doanh nghip, 2 im: im trung bnh ca doanh nghip, 1im: im yu nht ca doanh nghip. - S im quan trng c tnh bng cch nhn ct mc quan trng vi ct phn loi. Tng s im quan trng ca Cng ty l 2,59 cho thy Cng ty ch trn mc trung bnh mt t. Cng ty cn nhiu im yu cha gii quyt c nh: hot ng nghin cu th trng, s hiu qu ca cc sn phm ch o l cc yu t rt NGUYN TH THANH TM QT19A3 25

quan trng i vi s thnh cng ca Cng ty. Trong khi Cng ty chuyn bin nhng im mnh nh; b my qun l tt, uy tn lu nm, h thng phn phi mnh v i ng cng nhn vin lnh ngh tr thnh tht mnh tng cng kh nng cnh tranh i vi cc i th cnh tranh v tn dng cc c hi trn th trng. V. TNG HP NH GI MI TRNG BN NGOI (MA TRN EFE). Sau khi phn tch v d bo mi trng kinh doanh bn ngoi Cng ty c th c cc kt qu trong ma trn EFE nh trn: Bng Ma trn cc yu t bn ngoi (EFE) Mc quan trng 0,09 0,09 0,07 0,1 0,09 0,08 0,11 0,1 0,09 0,09 0,09 1,0 Ph n loi 3 3 2 2 2 4 2 2 2 2 3 S im quan trng 0,27 0,27 0,14 0,2 0,18 0,32 0,22 0,2 0,18 0,18 0,27 2,43

Cc yu t bn ngoi 1. kinh t tng trng (thu nhp dn c tng) 2. Xu hng tiu dng sn phm c cht lng cao 3. Th trng vn pht trin, li sut vay gim 4. Xu th hi nhp kinh t khu vc v th gii 5. Khoa hc cng ngh pht trin 6. Tnh ma v ca sn xut v tiu dng bnh ko 7. i th cnh tranh c sn phm cht lng cao 8. S lng hng gi, hng nhi, hng lu cn nhiu 9. Cha t ch c ngun NVL 10. Sn phm thay th phong ph 11. Th trng cha khai thc ht Tng

Ghi ch: cc yu t c a vo ma trn l cc yu t quan trng nht quyt nh n s thnh cng ca Cng ty cng nh ngnh sn xut bnh ko. Mc quan trng c xc nh t 0,0 (khng quan trng) ti 1,0 (rt quan trng) cho mi yu t. Trong ma trn c 11 yu t, tng mc quan trng ca cc yu t bng 1,0.

NGUYN TH THANH TM QT19A3

26

Cc mc phn loi cho thy cch thc m chin lc ca Cng ty phn ng mi yu t, mc phn loi (4) cho thy Cng ty phn ng tt, mc phn loi (3) phn ng trn trung bnh, mc phn loi (2) phn ng trung bnh v (1) t phn ng. S im quan trng bng mc quan trng nhn vi mc phn loi. Mc trung bnh ca s im quan trng l: (5+1)/2 = 2,5. Qua ma trn c th nhn xt: - Cng vi xu th tng trng ca nn kinh t th quy m th trng, nhu cu tiu dng cc sn phm c cht lng cao ngy mt tng s l c hi i vi cc Cng ty sn xut bnh ko ( mc phn loi 3) tn dng cc c hi ny bng cc chnh sch: a dng ho sn phm, khng ngng nng cao ci tin cht lng, mu m sn phm, xy dng mng li knh phn phi rng khp c nc. - Nm 2003, APTA bc u c hiu lc (mc quan trng l 0,1), y va l c hi cng nh l e do ln i vi cc doanh nghip sn xut bnh ko Vit Nam ni chung v Cng ty Hi H ni ring. S phn ng ca Cng ty i vi yu t ny mi ch mc trung bnh (mc phn loi 2), trong thi gian ti khi hip nh c hiu lc hon ton th Cng ty phi c gng hn na nng cao v th cnh tranh ca mnh trn thng trng. - Cc yu t e do ti hot ng sn xut kinh doanh ca Cng ty (mc quan trng trn trung bnh) nhng Cng ty cha c gii php chin lc mnh gim thiu cc mi e do t bn ngoi nh: i th cnh tranh c sn phm cht lng cao, sn phm thay th ngy cng phong ph v a dng, lng hng gi, hng nhi, hng km cht lng cn rt nhiu cha c x l trit , ngnh sn xut bnh ko nc ta cha t ch c ngun NVL, cn phi nhp ngoi mt s lng ln NVL. - Khoa hc cng ngh pht trin, th trng ti chnh pht trin l nhng c hi ng thi n cng tr thnh nhng e do nu nh Cng ty khng bit tn dng cc c hi ny m cc i th li bit tn dng tt cc c hi ny. Tng s im quan trng ca cc yu t ny l 2,43<2,5 cho thy cc phn ng ca Cng ty di mc trung bnh trong vic theo ui cc chin lc nhm tn dng cc c hi v gim thiu cc e do t mi trng bn ngoi. VI.im mnh, im yu 1.im mnh
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-HAIHACO s hu mt thng hiu mnh nht Vit Nam, sn phm Bnh ko Hi H lin tc c ngi tiu dng bnh chn l "Hng Vit Nam cht lng cao" trong nhiu nm lin t 1996 n nay. Gn y nht, HAIHACO c bnh chn vo danh sch 100 thng hiu mnh ca Vit Nam. -Thng hiu HAIHACO c ng k s hu bo h cng nghip ti Vit Nam v mt s nc chu nh Trung Quc, Lo, Campuchia, Malaysia, Nga, Singapore.. -Nhiu sn phm ca HAIHACO chim lnh th trng t khi mi xut hin, c hng v thm ngon c trng nh ko chew, ko mm, ko jelly. Cng ty c bit ch trng n cng ngh v vn bo h c quyn cho cc dng sn phm nh ChewHaiha, Haihapop, Miniwaf, ChipHaiha, Snack -Mimi v dng sn phm mi sp tung ra th trng nh Long-pie, Long-cake, Hi-pie, Lolie...khin lnh vc sn xut bnh ko ca HAIHACO c u th vt tri. -Sn phm ca HAIHACO rt a dng v kiu dng v phong ph v chng loi p ng c yu cu ca khch hng. C nhng sn phm mang hng v hoa qu nhit i nh Nho en, Du, Cam, Chanh..., c nhng sn phm mang hng v sang trng nh Chew c ph, Chew caramen, scla....li c nhng sn phm mang hng v ng qu nh Chew Taro, Chew u , Cm...Mt khc cc sn phm Bnh ko Hi H lun lun c cht lng ng u, n nh nn c ngi tiu dng c bit l min Bc rt a chung. Th phn ca HAIHACO th trng ny rt ln. -Quan h lin kt vi cc nh sn xut nguyn liu trong v ngoi nc m bo n nh ngun nguyn liu v gim chi ph tiu hao nguyn liu. -Ngnh bnh ko l mt trong nhng ngnh c tc tng trng n nh (khong 2%/nm)(1). Dn s pht trin nhanh khin nhu cu v bnh ko cng tng theo. Hin nay khu vc chu - Thi Bnh Dng l khu vc c tc tng trng v doanh thu tiu th bnh ko ln nht th gii (14%) trong 4 nm t 2003 n 2006 tc khong 3%/nm. -Tnh hnh ti chnh ca Cng ty kh n nh v vng chc. 2.im yu -Nhng h thng i l cc tnh min Trung v pha Nam c nhiu hn ch, gy kh khn khi Cng ty xm nhp th trng. -Vic nghin cu th trng gp phn rt ln trong vic lp k hoch sn xut, cung ng sn phm ra th trng trong tng thi k ca Cng ty. Tuy nhin, cng tc ny
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cn mang tnh th ng v din ra khng lin tc, ngn sch hng nm cho hot ng ny chim 2% doanh s bn hng. C th ni y l im yu ca Cng ty so vi i th cnh tranh. V d Cng ty TNHH Kinh c phng Marketing ring vi ngn sch u t cho hot ng nghin cu th trng chim 7% doanh thu hng nm. -Hin ti cc sn phm cao cp vn chim mt t l khng ln trong tng s sn phm ca Cng ty v cha c mu m v cht lng ngang tm vi mt s Cng ty trong nc v cc Cng ty ca cc nc ASEAN.

VII.C hi, thch thc 1.C hi: - Trong nhng nm gn y ngnh bnh ko Vit Nam c nhng bc pht trin kh n nh. Tng gi tr ca th trng Vit Nam c tnh nm 2005 khong 5.400 t ng. Tc tng trng ca ngnh trong nhng nm qua, theo t chc SIDA, c tnh t 7,3-7,5%/nm. Ngnh bnh ko Vit Nam c nhiu kh nng duy tr mc tng trng cao v tr thnh mt trong nhng th trng ln trong khu vc chu - Thi Bnh Dng . - Vit Nam l mt nc ng dn th 3 ng Nam ,t l gia tng dn s mc cao.Theo thng k,dn s nc ta nm 2009 l trn 86 triu ngi,do nhu cu v cc sn phm bnh ko cng tng. y l c hi tt cho HHC m rng quy m sn xut ,tng sn lng bnh ko hng nm nhm khai thc tt tim nng th trng. - Nn kinh t Vit Nam nhng nm gn y tng trng 7-8%/nm, iu ny s kch thch nhu cu ngi dn cho tiu dng, s l c hi cho HHC tng trng kinh doanh. - K t khi vic gim thu nhp khu cho cc mt hng bnh ko xung cn 20% c hiu lc trong nm 2003, cc doanh nghip trong nc di sc p cnh tranh t hng nhp khu phi khng ngng i mi v cng ngh. iu ny m ra nhiu c hi hn l thch thc do hng ro thu h thp s to thm thun li sn phm ca cc doanh nghip trong ngnh i vo cc nc ASEAN. -, Cng ty sn xut bnh ko nc ta cng c nhiu thun li. Vi hoa qu, hng liu a dng, nu Cng ty c hng nghin cu thay th NVL nhp ngoi th Cng ty s ch ng c NVL v c th to ra c NVL mi, Cng ty s c c li th cnh tranh trn th trng. .2. Thch thc: -Bn cnh nhng ngi tin tng vo hng ho trong nc th vn cn nhng ngi chung hng ngoi, cho rng hng ngoi c cht lng cao hn hng trong
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nc. y thc s l cn tr i vi Cng ty khi thm nhp th trng hng cao cp. -Chuyn giao cng ngh ca nc ta cn rt yu.Trnh cng ngh ni chung ca nc ta cn lc hu hn so vi th gii ti vi chc nm. -Vit Nam l nc c kh hu nhit i, nng m ma nhiu nh hng rt ln ti tnh thi v ca cng ngh sn xut v tiu dng bnh ko. - Khi Vit Nam gia nhp AFTA, thu sut thu nhp khu cc sn phm bnh ko s gim xung. Gi bn cc sn phm nhp khu do c th cnh tranh hn, v vy c th nh hng n hot ng kinh doanh ca Cng ty. - Nguyn vt liu nhp khu v ng nguyn liu chim khong 20% gi thnh cc sn phm ca Cng ty. Do vy, nhng thay i trong cc thng t, ngh nh lin quan n nhp khu s tc ng trc tip n gi nguyn vt liu u vo. - Gi nguyn vt liu c nhiu bin ng tht thng,nhiu mt hng tng gi,do cng nh hng n qu trnh sn xut cng nh hiu qu sn xut kinh doanh ca cng ty. - Nhu cu ca ngi dn ngy cng tng cao, i hi HHC phi khng ngng i mi,cho ra cc sn phm m bo tt v cht lng,phong ph v chng loi v mu m c th p ng tt nhu cu khch hng v cnh tranh c vi cc i th rt mnh trong ngnh. - Sn phm nhp khu chim 25% th phn (bao gm chnh thc v phi chnh thc), ch yu t Thi Lan, Malaysia, Indonesia, Hng Kng v Trung Quc Mt s sn phm bnh ko nhp khu hin nay cc n v trong nc vn cha sn xut c. - Nn hng gi,hng nhi l kh ph bin,cc sn phm hng gi,hng nhi bt chc mu m, kiu dng ca nhng cng ty ni ting nh HHC,lm nh hng khng nh n uy tn ca cng ty,lng bnh ko gi lu hnh trn th trng chim 15% th phn. - Th trng bnh ko c tnh cht ma v,sn lung ko tiu th mnh vo thi im sau thng 9 m lch n tt Nguyn n. Do doanh thu ca cng ty khng n nh,cao nht vo qu I v IV. - Tham gia th trng hin nay c khong hn 30 doanh nghip sn xut bnh ko c tn tui. HAIHACO l mt trong nm nh sn xut bnh ko hng u Vit Nam, phi cnh tranh trc tip vi cc cng ty nh Bibica, Kinh min Bc vi qui m tng ng v th phn, nng lc sn xut v trnh cng ngh.

VII.MA TRN SWOT

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Mi trng bn trong doanh nghip

IM MANH(S) 1.C li th v thng hiu 2.Th phn ln 3.Tc tng trng n nh 4.Tnh hnh ti chnh n nh, vng chc 5.Sn phm cho mi khch hng

Mi trng bn ngoi doanh nghip

C HI(O) 1.Ngnh bnh ko vit nam c nhng bc pht trin kh n nh 2.Nhu cu tiu dung tng 3.Kinh t pht trin 4.M rng th trng, quan h hp tc 5Ngun nguyn liu ph, a rng -S345O124:tng th phn cho cng ty S5O12:nghin cu pht trin nhng dng sn phm mi

IM YU(W) 1.Nghin cu th trng mang tnh th ng 2.Sn phm cha p ng nhu cu ca khch hng 3.H thng i l min Trung va min Nam cn nhiu hn ch

-W12O124:nghin cu tm l khch hng a ra dng sn phm p ng nhu cu ca khch hng -W23O24:m rng quan h hp tc, pht trin sn phm c gi hp l, ph hp vi nhu cu ca ngi tiu dung thm nhp thtrng nc ngoi

THCH THC(T) 1.Xu hng xnh ngoi ca khch hng 2.Chuyn giao cng ngh lc hu 3.Kh hu nhit i gi ma 4.i th cnh tranh 5.Ga nguyn vt liu bin ng tht thng 6.Nhu cu ca ngi dn ngy cng tng cao 7.Nhiu hng gi, hng nhi 8.Th trng c tnh ma v, doanh thu khng n nh

-S13567T12:thc hin chin dich ngi Vit Nam u tin dng hng Vit Nam.Qung b nng cao ga tr sn phm -S45T35:ch trng khu tch tr bo qun nguyn liu S15T247:ng k thng hiu, khuyn co ngi tiu dng trnh hng gi, hng km cht lng S1345T68:thc hin chin lc a dng ha sn phm, nng cao cht lng sn phm

-W12T126:u t cho vic nghin cu th trng, trang b dy chuyn sn xut hin i hn -W13T35:u t nghin cu v t sn xut nguyn liu, gim nhp khu nguyn liu

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NGUYN TH THANH TM QT19A3

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