1

LI M U
Trong nn kinh t th trng hin nay, ngi tiu dng Vit Nam rt kh
nh hng trong quyt nh mua hng, v phi i mt vi hng lot sn phm c
tnh nng tng t, ng thi vi cc chng trnh khuyn mi t v qung co
rm rV lm th no cc doanh nghip c th cnh tranh vi nhau ?
cng l cu hi m cc nh kinh doanh mun bit cu tr li l g ?La chn ca
ngi tiu dng Vit Nam hin nay khng ch hng ti gi c, cht lng m cn
xem trng s tin li v d mua, tc l ang hng ti vn phn phi ca nh
sn xut. Kt qu iu tra ca mt c quan bo ch mi y cho thy: 36% ngi
tiu dng cho rng yu t quan trng hng u nh hng ti quyt nh mua hng
l s d mua, tc l knh phn phi; tip theo l thng hiu: 31,7%; gi c:
17,5%; cht lng: 3,9%; khuyn mi: 2,4%; mu m: 2,1%; sn phm mi: 1,7%;
v cc l do khc: 4,7%.
Qua cho thy trong mi trng kinh doanh hin i, c c mt h
thng phn phi mnh v rng khp lun l li th ln ca doanh nghip trong
cnh tranh. V vy doanh nghip cn c chnh sch phn phi hp l v hiu
qu .Ban lnh o cng ty lun phn tch t cu hi l sn phm sau khi lm ra s
i vo th trng no? Theo knh phn phi no? Qua nhng tng nc trung gian
no? C p ng nhu cu ngi tiu dng hay khng?...V cc knh c cng ty
la chn s nh hng nh th no n nhng quyt nh khc trong lnh vc
marketing (Chnh sch gi c, lc lng bn hng v qung co). Ngoi ra, cc
quyt nh v knh ca cng ty lin quan n nhng cam kt tng i di hn i
vi cc cng ty khc thnh th ban lnh o phi la chn cc knh phn phi
khng ch nhm nhng mc tiu trc mt m cn phi ngh n mi trng
thng mi d kin ca ngy mai.
i vi loi hnh nc gii kht ca Cng ty c phn nc khong Khnh
Ha th vic thun tin v d tip cn mua l yu t ng vai tr quan trng trong
vic tiu th .V y l sn phm c rt nhiu sn phm cnh tranh v sn phm
thay th trn th trng nn cng ty thc s pht trin bn vng i hi cng ty
cn c nhng chnh sch phn phi sn phm hiu qu, t khng ngng m
rng th trng tiu th tng kh nng cnh tranh trn th trng nhm m bo
cho cng ty c th duy tr, pht trin v nng cao c mc li nhun.

Nhn thc c tm quan trng ca chnh sch phn phi trong hot ng
sn xut kinh doanh ca Doanh nghip cng nh mun tm hiu su hn v vn
ny nn em mun tm hiu r hn v ti: Hon thin chnh sch phn phi
sn phm ca cng ty c phn nc khong Khnh Ha.
Mc ch nghin cu
Tp vn dng l thuyt vo thc tin, nhm cng c, b sung v nng cao kin
thc hc.
H thng ha nhng vn l lun chung v cng tc phn phi sn phm ca mt
doanh nghip. Nhm a ra mt quy trnh thng nht cho vic thit lp chin lc
knh phn phi theo tng giai on pht trin nhn hng c th.
Phn tch, nh gi thc trng chnh sch phn phi ca cng ty C phn nc
khong Khnh Ha thy c nhng mt t c cng nh cha t t
xut mt s bin php nhm hon thin chnh sch phn phi sn phm ca cng
ty gp phn thc y vic tiu th sn phm.
1. Phm vi nghin cu
Phm vi khng gian: ti Cng ty c phn nh thnh_Vikoda
Phm vi thi gian: t 12/3/2010 n 25/6/2010
2. Phng php nghin cu
Phng php thng k, thu thp s liu, thng tin
Phng php so snh: so snh s tuyt i, s tng i, s bnh qun
Phng php phn tch theo thi gian
Phng php loi tr: phng php s chnh lch.
3. Dn bi chi tit
Dn bi gm 3 chng:
Chng I: C s l thuyt chung
Chng II: Thc trng hot ng sn xut kinhdoanh ca cng ty c phn nc
khong Khnh Ha.
Chng III: Phn tch, nh gi nhm hon thin chnh sch phn phi sn phm
ca cng ty nc khong Khnh Ha.

CHNG I: C S L THUYT CHUNG

I.1. CC KHI NIM LIN QUAN N PHN PHI
I.1.1. Phn phi
L qu trnh kinh t v nhng iu kin t chc lin quan n vic iu hnh, vn
chuyn hng ha t ni sn xut n ni tiu dng.
Phn phi bao gm ton b qu trnh hot ng theo khng gian, thi gian nhm
a sn phm t ni sn xut n tay ngi tiu dng cui cng.
Phn phi trong Marketing gm cc yu t sau: ngi cung cp, ngi trung gian,
h thng kho tng, bn bi, phng tin vn ti, ca hng, h thng thng tin th
trng
I.1.2. Chin lc phn phi:
Chin lc phn phi l mt tp hp cc nguyn tc nh mt t chc hy vng
c th t c cc mc tiu phn phi ca h trong th trng mc tiu.
I.1.3. Knh phn phi:
C nhiu nh ngha khc nhau v knh phn phi ty theo quan im ca nh sn
xut, nh trung gian v ca mt s tc gi nh l:
C quan im cho rng: Knh phn phi l mt tp hp cc cng ty hay c nhn t
gnh vc hay gip chuyn giao cho mt ai quyn s hu i vi mt hng
ha c th hay dch v trn con ng t nh sn xut n ngi tiu dng.
C quan im khc li cho rng : Knh phn phi l tp hp cc cng ty v
c nhn c t cch tham gia vo qu trnh lu chuyn sn phm hoc dch v t
ngi sn xut n ngi tiu dng.
Theo quan im ca chc nng phn phi: Knh phn phi l mt h thng
hu cn (logistics) nhm chuyn mt sn phm, mt dch v hay mt gii php n
tay ngi tiu dng mt thi im v mt a im nht nh.
Theo quan im ca chc nng qun tr: Knh phn phi l mt t chc cc
quan h bn ngoi, doanh nghip qun l cc hot ng phn phi, tiu th sn
phm nhm t cc mc tiu ca doanh nghip trn th trng.

Mi khi nim u c quan nim ring nhng u cho thy knh phn phi
ng vai tr quan trng i vi cc n v sn xut. H thng phn phil mt
ngun lc then cht bn ngoi. Thng thng phi mt nhiu nm mi xy dng
c v khng d g thay i c n. N c tm quan trng khng thua km g
nhng ngun lc then cht trong ni b, nh con ngi v phng tin sn xut,
nghin cu, thit k v tiu th. N l mt cam kt ln ca cng ty i vi rt
nhiu cc cng ty c lp chuyn v phn phi v i vi nhng th trng c th
m h phc v. N cng l mt cam kt v mt lot cc chnh sch v thng l to
nn c s xy dng rt nhiu nhng quan h lu di .
Ngy nay hu ht cc Doanh nghip quen vi khi nim 4P ca
Marketing v cng vn dng tt mi quan h 4P ny. V hu ht cc doanh nghip
ang vn dng m hnh marketing mi quan h :Marketing l thit lp, duy tr, v
cng c cc mi quan h vi khch hng v cc i tc c lin quan lm tha
mn mc tiu ca cc thnh vin ny ca (Gronroos 1990: 138) thay th cho
nh ngha ca Hip hi Marketing Hoa K da trn c s m hnh 4P Marketing
l mt qu trnh hoch nh v qun l thc hin vic nh gi, chiu th, v phn
phi cc tng, hng ha, dch v nhm mc ch to ra cc giao dch tha
mn nhng mc tiu ca c nhn, ca t chc, v ca x hi (Bennett 1995: 166).
Mt trong cc ng gp quan trng ca marketing mi quan h l vic a
ra khi nim mng marketing (marketing network) trong bao gm cng ty v
i ng cn b cng nhn vin, khch hng, nh cung cp, nh bn bun, bn l,
i l, cc nh khoa hc trong cc trng i hc, vin nghin cu, vv. Mng
marketing c thit lp, duy tr v pht trin sao cho tha mn li ch ca cc
thnh vin tham gia.
I.2 BN CHT CA KNH PHN PHI
I.2.1. Ti sao cn c nhng ngi trung gian?
Mt cu hi t ra l: Ti sao ngi sn xut li sn sng chuyn giao mt phn
cng vic tiu th cho nhng ngi trung gian? Cu tr li c th c trnh by
ngn gn nh sau:
Vic phn phi trc tip i hi u t rt nhiu tin bc v nhn lc.

Khi s dng cc trung gian phn phi, khi lng bn s tng hn do m

bo c vic phn phi rng khp v a sn phm n th trng mc
tiu mt cch nhanh chng.
Nh quan h tip xc, kinh nghim vic chuyn mn ha v quy m hot
ng, cc trung gian phn phi s lm li cho nh sn xut nhiu hn nh
l: gim bt lng tn kho, tit kim chi ph lu kho, gim thiu s lng
tip xc trc tip vi khch hng.
Trung gian gip cc doanh nghip iu ha cung cu hng ha, gim
khong cch v a l gia sn xut vi tiu dng.
I.2.2. Vai tr ca phn phi trong hot ng Marketing Mix:
Phn phi lin quan n ton b qu trnh xc nh v t chc hot ng
ca cc quan h bn ngoi nhm p ng mc tiu phn phi ca Cng ty. Vai tr
ca phn phi trong hot ng Marketing mix c th hin qua s sau:

Chin lc gi

Chin lc
xc tin

Marketing Mix

Chin lc sn
phm

Chin lc
phn phi

S I.1.2: Vai tr ca hot ng phn phi trong Marketing Mix

Vai tr ca phn phi c lin quan mt thit vi cc nhn t khc ng thi
vic xy dng v thc hin cc hot ng phn phi phi da trn c s mc tiu
ca chin lc Marketing Mix v thc hin chnh sch 3P cn li. Nh vy nhn
t P (place) trong Marketing - Mix c th hin c th nh sau:

Gp phn trong vic tha mn nhu cu th trng mc tiu, vic tha mn nhu
cu th trng l bn cht ca hot ng Marketing. Mun t c iu ny i
hi c s ng gp ca nhiu yu t: sn phm phi ph hp vi th hiu ngi
tiu dng, cht lng sn phm tt, gi c hp l, thng tin rng ri cho ngi
tiu dng bit v sn phm v iu quan trng l sn phm phi c mt trn th
trng ng lc, ng ni i vo tiu dng.
Hot ng phn phi gip Cng ty lin kt hot ng sn xut kinh doanh ca
mnh vi khch hng, trin khai tip cc hot ng khc ca Marketing.
Qua hot ng phn phi vic trao i th trng t ngi tiu dng n nh sn
xut gip cho nh sn xut kp thi iu chnh cc chng trnh Marketing thch
ng vi th trng.
Trong mi trng cnh tranh gay gt, phn phi tr thnh cng c hu hiu
gip Cng ty ng vng trn thng trng.
Khi c s thay i t cc nhn t ca Marketing - Mix i hi chnh sch phn
phi phi thay i cho thch hp.
I.2.3. Chc nng ca knh phn phi
Vic lm cho cung v cu ca mt loi sn phm gp nhau trn th trng
i hi phi thc hin rt nhiu dch v c chc nng phn phi. Cc dch v ny
ph thuc vo bn thn sn phm, vo cc knh phn phi c s dng, vo
ngi s dng sn phm cui cng v ph thuc vo cch t chc tin hnh phn
phi trn th trng. Qu trnh phn phi bao gm hai chc nng ch yu:
Mt l, thay i quyn s hu ti sn, di chuyn lin tip quyn s hu ti
sn t ngi sn xut n ngi tiu th qua khu trung gian cc hot ng mua
bn.
Hai l, di chuyn hng ha (vn chuyn, d tr bo qun ng gi, bc
d).
Cc chc nng phn phi c th sau:
Thng tin, gii thiu: Qu trnh phn phi thc hin cc chc nng thng
tin, thu thp thng tin v khch hng tim n v hin c, cc i th cnh tranh v
nhng thnh vin, nhng lc lng bn hng khc. Truyn t thng tin t nh sn

xut n cc trung gian v khch hng. Mc ch lin kt nh sn xut vi cc nh

trung gian bn s, bn l v ngi tiu dng, to s thun li trong qu trnh trao
i hng ha.
Kch thch tiu th: Qu trnh phn phi thc hin hot ng truyn b cc
thng tin v hng ha v cc chng trnh khuyn khch tiu th khc n vi
khch hng v trung gian.
Tip xc, thit lp mi quan h: Cc cng ty phi thc hin cc quan h
tip xc xc nh ai l ngi mua hng cc giai on khc nhau trong knh.
Thng bo cho khch hng bit cc thng tin, thit lp mi quan h thng mi v
nhn cc n t hng.
Thch ng, hon thin sn phm: Cc thnh vin ca knh thc hin cc
hot ng nhm gia tng hiu qu ca qu trnh trao i, tng tnh thch ng v
hon thin sn phm thng qua cc hot ng nh: phn loi hng ha, ng gi,
cung cp cc dch v bo hnh, sa cha, lp rp, t vn.
Thng lng: Thng qua vic thc hin cc tha thun, m phn v gi
c v nhng iu kin khc c th thc hin c vic chuyn giao quyn s
hu hay quyn s dng.
Lu thng hng ha: Thng qua hot ng vn chuyn, bo qun v lu
kho hng ha lm cu ni gia sn xut v tiu dng. iu ha cung cu gia cc
khu vc th trng v gia cc thi im tiu dng khc nhau.
Ti chnh, trang tri chi ph: Thng qua hot ng bn hng thu tin, tm
kim cc ngun ti chnh trang tri cho cc hot ng sn xut v hot ng ca
knh.
Chp nhn ri ro: Gnh chu nhng ri ro lin quan ti vic thc hin hot
ng ca knh.
Ty theo tnh hnh th trng m Cng ty s quyt nh mc chuyn giao
cc chc nng. Vic chuyn giao cc chc nng cho cc trung gian s gim thiu
chi ph v thc hin chuyn mn ha cao hn c hiu qu hn.

* CHNH SCH PHN PHI

Chin lc phn phi gp phn khng nh trong qu trnh cung cp cho
khch hng ng sn phm, ng thi gian, ng v tr trn c s ng knh hay
lung hng. Chin lc knh phn phi phi c t trong mc tiu ca chin
lc Marketing. Chin lc phn phi cng vi chin lc sn phm v gi c to
nn b quyt dnh thng li trong kinh doanh ca Marketing. V vy khi xy
dng mt chin lc ph hp cn cc bc sau.
* Mc tiu ca knh phn phi
- Mc tiu ca knh xc nh bng ch tiu mc m bo dch v, gim thiu
tng chi ph ca knh.
- Knh phn phi sn phm ca Cng ty nhm mc ch m bo vic lu thng
hng ha c thng sut, t m bo qu trnh ti sn xut din ra lin tc.
- Phn phi sn phm nhm m rng h thng phn phi, to s hp tc gia cc
knh phn phi.
- Phn phi sn phm v mc tiu doanh thu, li nhun. T mc tiu ny m hot
ng phn phi phi ch n v tr v s pht trin ca Cng ty trong cnh tranh
trn th trng.
* Yu cu ca vic thit k knh phn phi:
Mc tiu thay i ty theo c im v vng i ca sn phm:
Nhng sn phm cng knh, nh vt liu xy dng hay nc ngt, i hi
nhng knh m bo gim n mc ti thiu c ly vn chuyn v s ln bc xp
trong qu trnh lu thng t ngi sn xut n ngi tiu dng. Ty sn phm m
c nhng knh phn phi khc nhau hiu qu. Sn phm sau khi tung ra th trng
thng phi tri qua nhiu giai on pht trin khc nhau. mi giai on pht
trin u c c im ring, thch ng vi giai on , Doanh nghip cn c
nhng knh phn phi khc nhau. giai on gii thiu sn phm Doanh nghip
cn phi s dng nhng knh v nhng ngi trung gian c kh nng ph bin sn

phm mt cch rng ri. giai on tng trng cn pht trin v m rng h
thng phn phi trn nhiu knh v nhiu trung gian. giai on suy thoi nn s
dng knh v trung gian no nhanh chng bn c ht hng.

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I.4. Quy trnh thit lp chin lc knh phn phi nh sau:

I.4.1. Thit lp s t chc knh phn phi:
Thng qua vic xc nh nhng knh phn phi ang c ti th trng Vit Nam.
-

ng ra th trng ca nhn hng.

Nhm knh phn phi.
Knh phn phi.
nh ngha v phn loi knh phn phi.
I.4.2. nh gi nng lc hin ti ca tng knh phn phi:
- nh gi da trn c s nhng d liu bn hng v nghin cu kho st
th trng.
- nh gi da trn c s nghin cu phm vi hot ng v ln ca
knh phn phi trn th trng.
I.4.3. Xc nh nhng knh phn phi / nhn hng u tin u t trong
khong thi gian nht nh:
- Cn c trn s liu phn tch ca Mc I.4.2.
- Cn c trn chin lc pht trin nhn hng ca Doanh nghip trong
cng mt khong thi gian v xc nh nhng knh phn phi cn u tin
tp trung u t pht trin.
I.4.4. Xc nh mc tiu ca knh phn phi:
- Mc ch ca vic pht trin knh phn phi.
- nh ngha cc im bn hng trong knh phn phi.
- Xc nh s t chc knh phn phi.
- Xc nh nhng im tng ng gia cc im bn hng trong knh
phn phi.
- Tng quan th trng knh phn phi.
- Xc nh mc tiu cn phi t c ca Doanh nghip trong knh phn
phi.
I.4.5. Xc nh chin lc nhn hng trong knh phn phi:
- Chin lc tip cn sn phm trong knh phn phi.
- Xc nh mc tiu nhn hng bao gm:
+ Dung lng th trng.
+ Mc tiu th phn.
+ Mc tiu Marketing.

11

+ Chin lc nhn hng trong knh phn phi v trong mi tng quan
vi i th cnh tranh.
+ Xc nh cc n v tn kho (SKU) ch lc trong knh phn phi.
+ Xc nh li nhun ca knh phn phi.
+ Xc nh mc u t vo knh phn phi t mc tiu ca knh
phn phi ra.

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I.4.6.

Pht trin chng trnh v K hoch hnh ng:

- Thng nht thc hin gia cc Phng/Ban/B phn c lin quan v Ban
Gim c.
- Xc nh ng ra th trng ca nhn hng.
- Xc nh chnh sch bn hng ca knh phn phi.
- Xc nh mc tiu bao ph Nhn hng; Phn phi; Trng by; Khuyn
mi v Chnh sch gi.
- Xc nh s t chc knh phn phi.
- Bng nh gi kt qu hot ng ca knh phn phi.
I.4.7. Biu mu thit lp knh phn phi:
- Mu kho st im bn hng.
- S tuyn bn hng.
- Phn loi im bn hng.
- K hoch Phn phi; trng by; khuyn mi v gi ca nhn hng.
I.5. Cc ch tiu nh gi hiu qu ca chnh sch phn phi sn phm
I.5.1. Phn tch tnh hnh phn phi sn phm
Phn tch tnh hnh phn phi sn phm l xem xt, nh gi s bin ng v
s lng sn phm tiu th ton b Cng ty v tng loi sn phm, ng thi
xem xt mi quan h cn i gia d tr, sn xut v tiu th nhm thy c khi
qut tnh hnh phn phi sn phm v nhng nguyn nhn ban u nh hng n
tnh hnh . Phng php phn tch l so snh khi lng sn phm tiu th thc
t qua cc nm ca tng loi sn phm, ng thi so snh doanh thu bn hng thc
t tng th trng qua cc nm.
Ta c cng thc khi lng sn phm bn ra:
Khi lng
sn phm
tn kho u
k

Khi lng
sn phm
+ sn xut
trong k

Khi lng
sn phm
tn kho cui
k

Khi
lng sn
phm tiu
th

Doanh s bn hng thc t phn nh ton b kt qu kinh doanh ca cng ty

thng qua hot ng phn phi bn hng ca tng knh. N phn nh quy m ca
qu trnh sn xut kinh doanh ca doanh nghip cng nh phn nh trnh t
chc qun l hot ng h thng phn phi bn hng. Doanh s bn hng l ngun
thu quan trng gip cho doanh nghip tip tc qu trnh sn xut, ti m rng th

13

phn v trang tri mi chi ph trong sn xut kinh doanh cng nh bn hng, kinh
doanh. Doanh thu c tnh theo cng thc:
TR = Qi * Pi
TR: Doanh thu bn hng.
Qi: Sn lng tiu th
Pi: Gi bn mt n v hng ha.
I.5.2. Ch tiu v tnh hnh thc hin sn lng v gi tr hng ha bn ra so
vi k hoch
Vic kim tra tnh hnh thc hin k hoch c ngha quan trng: N m
bo tin hng ha cung ng ra th trng u n v p ng nhu cu th
trng, gp phn thc y sn xut v thc hin ng hn cc n t hng, cc
hp ng vi khch hng. m bo hon thnh cc ch tiu k hoch cp trn giao,
gp phn nng cao hiu qu sn xut kinh doanh v ngn nga cc hin tng tiu
cc c th pht sinh. Ni dung kim tra tnh hnh thc hin k hoch bao gm:

Kim tra tnh hnh thc hin cc n t hng v hp ng kinh t i vi sn

xut, thc hin cc hp ng kinh t cho t chc, kim tra tnh hnh thc hin k
hoch cht lng, chnh sch gi v chit khu thng nghip.

Kim tra tnh hnh hon thnh k hoch s lng bn ra, phng php dng

kim tra l t l phn trm gia tng sn lng bn ra thc t v tng sn lng
bn ra k hoch ca tng loi hng, nhm hng. Ch tiu ny c xc nh theo
cng thc:
QTT
IQ =

* 100%
QKH

S tuyt i = QTT QKH

Trong : QTT, QKH l sn lng thc t v k hoch bn ra
IQ l t l hon thnh k hoch v sn lng hng ha bn ra.

14

K hoch hng bn ra i hi c thc hin theo tng nhm hng, loi

hng, nht l cc mt hng thuc nhu cu c bn. Do , tm hiu nguyn nhn
hon thnh hay khng hon thnh k hoch cn pht hin ra nhng yu km trong
qu trnh thc hin.
Kim tra tnh hnh hon thnh k hoch v gi tr hng ha bn ra. Trong
phn tch mc bn ra ca cc Cng ty cng vi cc ch tiu hon thnh k hoch
cn nghin cu nhp iu mc bn ra, tc l tnh ng thi.
Hai ch tiu ny b sung cho nhau v cho php nh gi y hn tnh
hnh bn ra p ng nhu cu tiu dng ca x hi. Bn cnh , vic phn tch
ng thi qua cc nm thy r xu hng ca cc Cng ty cn ch n c cu
bin ng ca tng nhm hng, mt hng qua cc nm thy c mt hng no
c xu hng tng ln hay gim xung theo nhu cu th trng. Ngoi ra, cn phi
thng qua tng i tng bn c k hoch m rng h thng phn phi sn
phm v th trng tiu th.
I.5.3. Ch tiu v kt cu tiu th nhm hng, loi hng
Ch tiu kt cu nhm hng bn ra biu hin t l mc bn ra ca tng
loi hng. Da vo s thay i ca t trng mc bn ra phn tch kt cu:
GTnhi
T trng nhm hng =

Tnhi

* 100%

Trong : GTnhi l gi tr nhm hng i.

Tnhi l tng gi tr nhm hng.
I.5.4. Vng quay hng tn kho
Ch tiu ny biu hin s vng quay ca mt khi lng hng ha trong mt
thi k nht nh. Ch tiu ny cng ln th tc chu chuyn cng nhanh, vn
quay cng c nhiu vng:
Cng thc:

M
RI =

Trong : RI l vng quay hng tn kho

15

M l doanh thu; D l tr gi hng tn kho

I.5.5. Vng quay tng vn
Vn kinh doanh l biu hin bng tin m Cng ty b ra mua cc yu t
dng sn xut nh: nguyn liu, nhin liu, ng lc. Cc ti sn dng sn
xut, chi ph lu thng, tin lng thc hin sn xut, ch bin v bn sn
phm nhm thu c kt qu cui cng l li nhun. Trong b phn vn gm c
vn c nh v vn lu ng. thy c hiu qu s dng vn kinh doanh cn
xc nh vng quay tng vn v xc nh theo cng thc sau:
Cng thc:
M
TAU =

TS

Trong : TAU: vng quay tng vn

M: doanh thu
TS: Tng ti sn
I.4.6. Li nhun v t sut li nhun.
Li nhun l phn cn li ca doanh thu sau khi tr i tng chi ph v cc
khon phi np ngn sch.
T sut li nhun l ch tiu c bn tnh ton v phn tch li nhun. y
l ch tiu tng i so snh gia li nhun v mc tiu th hng ha trong k,
c xc nh qua cng thc:
P
J =

Trong : J: t sut li nhun

P: Li nhun trong k
M: Mc bn ra

16

I.4.7. Th phn.
Th phn l ch tiu tng i so snh gia doanh s ca Cng ty mnh vi
doanh s ca th trng (th phn tuyt i) hay so snh gia doanh s ca Cng ty
mnh vi doanh s ca i th cnh tranh trc tip, hoc i th ng u hoc
bnh qun ba i th ng u.
Cng thc tnh th phn tuyt i:
Ro
TP =

* 100%

Trong : TP: th phn tuyt i.

Ro: doanh s ca Cng ty mnh.
R: doanh s ca th trng.
Cng thc tnh th phn tng i:
Ro
TP =

* 100%

Trong : TP: th phn tng i.

Ro: doanh s ca Cng ty mnh.
R: doanh s ca i th cnh tranh trc tip hoc i th ng u
hoc bnh qun 3 i th ng u.

17

CHNG II: THC TRNG HOT NG SN XUT KINH DOANH

CA CNG TY
II.1. TNG QUAN V TH TRNG NC GII KHT
Th trng nc gii kht l mt th trng c t lu i v c a dng
cc sn phm t nc ung tnh khit, nc lc, nc khong ri n nc ung
c ga (cn), nc p tri cy.... V theo nhng s liu thng k ca Trung tm Xc
tin Thng mi v u t TP HCM, trong cn khng hong kinh t ton cu, mt
hng nc gii kht hu nh khng b tc ng. Cc nhn hng nc gii kht vn
c doanh s tng trng khong 800%/nm. ung cng l mt hng duy nht
ang gi phong qung b thng hiu trong lc cc ngnh hng khc u ct
gim ti a chi ph. V nc ung l mt nhu cu khng th thiu i vi s sng
ca con ngi. Trc y theo thi quen ca ngi Vit Nam l ung nc un si
ngui nhng n nay do khoa hc pht trin, i sng thay i nn dn thay i
thi quen sang s dng nc ng chai. V do s bng n dn s, pht trin kinh
t v pht trin nh my, khu cng nghiplm ngun nc t nhin ngy cng
nhim nghim trng. Nhng i sng x hi nng cao th ngi tiu dng cng
nhn thc ngy cng cao v nc ung an ton v sinh thc phm v m bo sc
khe.
Tuy nhin, do thiu kim sot nn th trng nc gii kht ang ng
trc hin trng thc, gi ln ln. Theo thng k cha y , c ti 50% trong
tng s 400 c s sn xut nc ung ng bnh, ng chai khng m bo v sinh
an ton thc phm. Qua kim tra thy, c nhiu loi nc tng lc cha cocain
hoc s dng cht ngt tng hp nm ngoi danh mc cho php. Sa u nnh c
hm lng protein thp hn tiu chun cng b. Khong 30 loi tr tho dc nh
atiso, tr ng, tr gim cn, thanh nhit khng c kim nh d lng thuc tr
su. Ngnh chc nng TP.H Ch Minh mi y kim tra v pht hin sn phm tr
b ao ca Cng ty TNHH Tn Tin c cha cht ph gia b cm s dng. ch
l mt vi v d minh chng cho tnh trng hn lon ca th trng nc gii kht
hin nay. Nguyn nhn ca thc trng trn l do mt s c s sn xut, ch bin
nc ung cha u t ng mc v h thng trang thit b sn xut cng nh

18

cha m bo quy trnh sn xut theo quy nh v an ton v sinh thc phm.
Thm vo l s gia tng nhu cu tiu dng nc ung ng chai, cng nh s
hiu bit ca cng ng trong vic la chn sn phm nc ung ng chai bo
m cht lng cn nhiu hn ch.
II.2. TNG QUAN V CNG TY
II.2.1. Gii thiu v cng ty
* Logo:

* Slogan:

* Tn cng ty: CNG TY C PHN NC KHONG KHNH HA

* Tn vit tt:
* a ch lin h: Cng ty C phn Nc khong Khnh Ha
Din Tn Din Khnh Khnh Ha
Tel: (058) 3783359 3783797
Fax: (058) 783572
Email: danhthanh@dng.vnn.vn
Website: www.danhthanh.com.vn
II.2.2. Qu trnh hnh thnh v pht trin ca cng ty
X nghip nc khong nh Thnh l tin thn ca Cng ty C Phn Nc
Khong Khnh Ha, c thnh lp ngy 19/01/1990 ti a bn x Din Tn,
huyn Din Khnh, tnh Khnh Ha, cch thnh ph Nha Trang 25km theo hng
Ty Nam, v c khai thc ngay ti ngun m su 220m, nhit ti vi
trn 720C, nm gia thm bn khong nguyn sinh rng 30 ha, di chn ni
Hn Chung.
Nm 1977, mch nc khong nh Thnh c s y t Ph Khnh (nay
l s y t Khnh Ha), vin Pasteur Nha Trang, on a cht 703 (thuc tng cc
a cht), Vin Nacovakara (Praha - Tip Khc) nghin cu v phn tch ton din.

19

Ti hi ngh khoa hc v nc khong ton quc thng 11/1985, nc khong

nh Thnh l mt trong 12 mch nc khong ton quc cho php khai thc v
cha bnh, gii kht.
Trong nhng nm 1980 nc khong v bn khong nh Thnh c
bnh vin Khnh Ha, vin iu dng s dng cha bnh.
Nm 1984 m khoan u tin hon thnh do on a cht 703.
Thng 11/1986 UBND Tnh cho php s y t Ph Khnh trin khai xy
dng nh iu dng nhng do thiu kinh ph phi dng li.
Thng 11/1987 UBND Tnh cho php Cng ty ngoi thng Din Khnh hp
tc vi cng ty Dch v Du lch Du kh Vng Tu (OSC) xy dng phn xng
ng chai nc khong. V pha huyn chu trch nhim xy dng phn xng, h
thng in, con ng vo nh my, trong ngun vn xy dng gm: vn vay
b ti chnh, vn cp ca tnh. Cn v pha OSC chu trch nhim u t my mc
thit b sn xut.
Thng 11/1988 cng trnh c bn hon thnh nhng thit b do cng ty OSC
lp t khng ph hp vi quy trnh cng ngh sn xut nc khong ng chai,
Cng ty Ngoi thng Din Khnh phi lp t li cho ph hp.
Thng 6/1989 thit b c nghim thu v a vo sn xut th, k hoch sn
xut v tiu th mi ch 300.000l lt/nm, dy chuyn sn xut th cng, c s nh
xng chng 500m2, ton b x nghip khng qu 30 ngi, sn phm tiu th ch
yu trong tnh.
p ng yu cu sn xut, ngy 19/01/1990 UBND tnh ra quyt nh s
94/Q tch phn xng ng chai nc khong thuc Cng ty ngoi thng Din
Khnh thnh X Nghip Nc khong Din Khnh. Nm 1992, X nghip c
i tn thnh X Nghip nc khong nh Thnh
Vi nhu cu ngi tiu dng ngy cng gia tng, quy m sn xut ngy cng
m rng, ngy 7 thng 9 nm 1995 UBND tnh Khnh Ha ra quyt nh s
2393/Q UB i tn X Nghip nc khong nh Thnh thnh Cng Ty
Nc Khong Khnh Ha.
Nm 1997 Cng ty lp t dy chuyn ng chai pet hin i ca c .
Ngy 27 thng 1 nm 2006 chnh thc tr thnh Cng ty C Phn Nc
khong Khnh Ha theo quyt nh s 190/Q-UB ca UBND tnh Khnh Ha,
v ngy 1 thng 6 nm 2006 Cng ty Nc khong Khnh Ha chnh thc i vo
hot ng di hnh thc Cng ty C Phn vi 51% vn Nh nc, v tn chnh
thc hin nay l Cng ty C Phn Nc Khong Khnh Ha

20

Vi phng chm Cht lng v cuc sng, Cng ty t chng nhn ph

hp vi tiu chun Quc t ISO 9002:1994 t ngy 21/12/2000, ph hp vi tiu
chun quc t ISO 9001:2000 t ngy 4/6/2004 do t chc chng nhn QSM cp.
Khng ch dng li , nm 2001 Cng ty tip tc lp t dy chuyn ng
chai thy tinh hon ton t ng, khp kn vi cng sut 12000 chai/gi, thit b
hin i ca . T sn lng t 300000 lt/nm, nm 1990 n nm 1995 t 17
triu lt v 26 triu lt nm 2002, hn 30 triu lt nm 2006.
n nay, Cng ty khng nh uy tn, cht lng v thng hiu trn th
trng. Thng hiu nh Thnh Vikoda l thng hiu mnh, c ngi tiu
dng a chung v bnh chn l hng Vit Nam cht lng cao, l mt trong
nhng Cng ty nc khong ng u trong c nc. c bit, nhng sn phm
mi ca Cng ty nh nc khong ngt v chanh, cam, x x, nc tng lc Sumo
c sn xut trn nn tng nc khong c ngi tiu dng n nhn v c
n tng tt.
Va tch ly, va ti sn xut m rng, nhng nm qua Cng ty xy dng
nhiu hng mc cng trnh rt khang trang, sch p nhm phc v nhu cu lm
vic, sn xut cho cn b cng nhn vin nh: vn phng, cc phn xng sn
xut, hi trng, nh n, nh kho, ng giao thng nha Cng ty cn t chc
tt cc phong tro thi ua lao ng v sn xut, thng xuyn chm lo ci thin
i sng cn b cng nhn vin, ch chnh sch cho ngi lao ng. Thu nhp
bnh qun hin nay l hn 2.700.000/ngi/thng.

21

Hnh II.2.2. Quang cnh cng ty C phn Nc khong Khnh Ha

Thnh tch t c ( 1990 2008 ):

Nm 1990-2010: t Huy Chng Bc, Vng v cc bng khen ti cc

hi ch trim lm, thng mi, cng nghip, quc t hng nm tng th
trng.

Nm 1997: Cp Bc gii thng cht lng Vit Nam do b khoa hc

cng ngh trao tng. Top 100 hng Vit Nam c yu thch nht do bo
i on Kt trao tng; c ch tch Nc L c Anh trao tng Hun
Chng Lao ng hng 3.

Nm 2000-2004: c t chc QSM chng nhn tiu chun ISO 9002.

Thng 1/2004: Thng Hiu Vng cho 2 thng hiu nh Thnh v Vikoda
do mng thng tin thng mi Vit Nam thuc B Thng Mi cp.
Nm 2004-2010: Huy Chng Vng hng Vit Nam cht lng cao do
B cng nghip cp.
Thng 12/2004: t Cp Vng, Huy Chng Vng thng hiu an ton v
sinh thc phm v sc khe cng ng do Cc an ton v sinh thc phm
thuc B Y t cp.

22

Thng 12/2007 c t chc QSM chng nhn tiu chun HACCP ph

hp tiu chun v sinh an ton thc phm.
II.2.3. Chc nng, nhim v, lnh vc hot ng ch yu
II.2.3.1. Chc nng
Cng ty C Phn Nc Khong Khnh Ha vn l mt Cng ty c c phn
Nh nc ln chim 51% c phn c chc nng ch yu l sn xut, kinh doanh
nc ung gii kht khng c cn phc v nhu cu x hi, nghin cu v t chc
sn xut cc loi nc khong mang bn quyn ca mnh.
II.2.3.2. Nhim v
Sn xut ng ngnh ngh c giao trong giy php kinh doanh.
Tip tc nng cao iu kin sn xut v cht lng sn phm theo yu cu
ca th trng, nng cao tay ngh v nng sut lao ng, to cng n vic lm, thu
nhp n nh v chm lo cho tinh thn i sng ngi lao ng.
Qun l cht ch ti sn, lao ng vt t, tin vn v chp hnh nghim
chnh cc nguyn tc, ch theo qui nh ca Nh nc.
Thc hin cc qui nh v bo v Cng ty, bo v ti nguyn mi trng,
Quc phng v an ninh Quc gia.
Thc hin hch ton k ton v bo co thng xuyn trung thc theo quy
nh ca Nh nc.
Thc hin tt cc ngha v i vi Nh nc.
III.2.3.3. Lnh vc hot ng ch yu
Cng ty c phn nc khong Khnh Ha hot ng ch yu l khai thc v sn
xut ngun khong v bn khong t m khong t nhin cho ra cc sn phm
nh nc gii kht cc loi: nc khong khng gas; nc khong ngt; nc ngt
hng cam, hng chanh, hng x x, hng coca cola; hng mng cu; nc
tng lc sumo; nc khong bnh (20l); tr xanh VikodaNgoi ra cng ty cn
khai thc v gii thiu ra bn ngoi cc sn phm c lin quan khc t nc
khong v bn khong. Hu ht cc sn phm ny u rt c li cho sc khe,
cung cp mt s Vitamin v dng cht ch yu.

23

II.2.3.4. C cu t chc, c cu sn xut

I HI NG C NG
HI NG QUN TR

BAN KIM SOT

GIM C
I DIN LNH O

PH GIM C SN XUT

Ban qun
l sn xut

Phng
k thut

QuanCH:
h trc tuyn:
GHI
Quan h
h trc
chctuyn:
nng:
Quan
Quan h
h chc
trc tuyn
Quan
nng:chc nng:

Phng
KCS

PH GIM C KINH DOANH

Phng
k ton

Phng
t chc

Phng k
hoch v
u t

Phng
market
ing

Phng
tiu th

24

Chc nng, nhim v ca tng phng ban:

i hi ng c ng:
i hi ng c ng l c quan quyn lc cao nht gm cc C ng c
quyn biu quyt mi vn ca Cng ty c phn, i hi ng c ng hp t
nht mt nm mt ln theo quyt nh ca hi ng qun tr hoc theo yu cu ca
c ng hoc nhm c ng s hu trn 10% c phn ph thng ca Cng ty trong
6 thng lin tip.
Hi ng qun tr:
Hi ng qun tr l c quan qun l ca Cng ty, c ton quyn nhn danh
Cng ty quyt nh mi vn ca Cng ty tr nhng vn thuc thm quyn
ca i hi ng c ng. Hi ng qun tr gm i din ca Nh nc v c
ng gp vn gm 5 ngi.
Ban kim sot:
Do i hi ng c ng bu ra thay mt cho cc c ng tin hnh
kim tra gim st cc hot ng qun l iu hnh cc hot ng k ton ti chnh,
sn xut kinh doanh ca Cng ty.
Gim c, Ph gim c
Gim c l ngi iu hnh cao nht v ton din trn cc mt ca Cng
ty, chu trch nhim trc y Ban Nhn Dn Tnh, S cng nghip v php lut.
Ngoi ra, Cng ty cn c 2 ph Gim c gip Gim c iu hnh Cng ty, chu
trch nhim trc Gim c v hot ng ca cc b phn trc thuc. Nh Ph
gim c ph trch kinh doanh gip Gim c trong cng tc kinh doanh, m
rng th trng tiu th sn phm v Ph gim c ph trch sn xut gip Gim
c ph trch v mt k thut v sn xut. Trong lnh vc ph trch, quyt nh
ca Ph Gim c c hiu lc nh quyt nh ca Gim c nhng chu trch
nhim trc Gim c v quyt nh ca mnh.
i din lnh o:
L ngi thay mt cho gim c qun l ton b hot ng ca Cng ty
theo ng tiu chun ca ISO m Cng ty ang thc hin.
Cc phng ban: Gm cc phng Marketing, k hoch v u t, Phng tiu th,
Phng k ton, phng t chc, KCS, phng k thut v mi phng ban s tham
mu cho cp trn v lm ng chuyn mn trch nghim ca tng phng ban.
II.2.3.5. C cu t chc sn xut ca Cng ty:

25
CNG TY C PHN NC
KHONG KHNH HA

B PHN PHC
V SN XUT

B
phn
kho

i
vn
chuy
n

B PHN SN
XUT CHNH

Phn
xng

Phn
xng

Phn
xng
3

B PHN SN
XUT PH TR

Phn
xng
4

B
phn
k
thut

B
phn
c
in

T cp
nc

S II.2.3.5: T chc sn xut ti Cng ty C Phn Nc Khong Khnh

Ho
Chc nng, nhim v ca tng b phn:
B phn sn xut chnh: gm 4 phn xng:
Phn xng I: Sn xut nc khong lt.
Phn xng II: y l phn xng sn xut nc khong khng ga Vikoda
chai pet vi cng sut 12 triu lt mt nm.
Phn xng III: Sn xut nc khong Vikoda 0.5lt, 1.5lt, v bnh 5lt.
Phn xng IV: y l phn xng sn xut chnh ca Cng ty, sn xut
nc khong nh thnh c gas chai thy tinh, chai pet nc khong ngt vi
nhiu loi c th tch khc nhau nh chai 460ml, 200ml, 330ml.
B phn sn xut ph tr: L b phn phc v trc tip cho sn xut
chnh bao gm b phn k thut, c in, cp nc, c nhim v bo m cho qu
trnh hot ng ca dy chuyn cng ngh c lin tc.
B phn phc v sn xut: gm b phn kho v i vn chuyn c nhim
v bo m cho vic cung ng, bo qun, vn chuyn nguyn vt liu, bao b,
thnh phm.
II.2.4. Thng tin v sn phm nc khong Khnh Ha:
II.2.4.1. nh ngha:

26

Nc khong thin nhin l nc ung c s khc bit r rng vi cc loi

nc ung thng thng khc v:

c trng v mt s mui khong nht nh, bi cc t l tng i gia

chng v s c mt ca cc nguyn t vi lng hoc cc thnh phn khc.

Ly trc tip t cc ngun t nhin hoc cc ging khoan t cc mch

nc ngm.

Bn vng v thnh phn v n nh v lu lng, nhit cho d c cc

bin ng v t nhin.

Khai thc di cc iu kin m bo duy tr sch v vi sinh ti ngun.

ng chai ti ngun vi cc yu cu v sinh nghim ngt.

II.2.4.2. Tnh cht v thnh phn nc khong nh Thnh:
c c trng bi hm lng mt s khong cht vi hm vi lng khong
thch hp sn c rt thch hp cho con ngi. Nc khong thin nhin nh
Thnh c ly t ging su tng ngm trong lng t m thin nhin kin to qua
hng ngn nm, c thnh phn kh n nh trong thi gian di 30-40 nm.
Tnh cht l ha hc ca nc khong nh Thnh (ly mu ti ngun):

Nhit 720c ti ngun.

Mu sc: khng mu, trong.

Mi: thong mi H2S (qua x l khng cn mi ny).

V: khng v.

PH: 8.5.

cng ton phn: 10mg/l.

Hm lng khong thp: 240mg/l.

Cc thnh phn ion ca nc:

Anion : HCO3-, CO22-, CL-, PO43-, HS-, F-, Br-,

Cation: K+, Na+, Ca2+, Mg2+.

Thnh phn c hiu: H2SiO3, FLO.
II.2.4.3. Cng dng:
Theo bc s Lng L Hong (tng hp t cc bi vit trn bo Kinh T Si Gn
v Cm nang tiu dng) th:
Thi quen ung ly nc khong 200-300 ml vo bui sng sm, trc khi
im tm khong gi, l bin php thanh lc c th mt cch nh nhng thng
qua tc dng li mt, nhun trng v li tiu, theo kinh nghim ca ngnh y hc
c truyn n Ayurveda.
Nc tri cy pha trong nc khong theo t l mt phn nc tri cy, 4
phn nc khong l dng nc ung d c c th hp thu ti a nn ng thi
l nc ung thch hp cho ngi lao ng nng, cho vn ng vin b tr
nc v khong cht mt i do m hi.

27

C th tr con cn nhiu nc hn ngi trng thnh. C th tr con do

rt nhy cm vi ri lon nc v cht in gii. Nc khong thin nhin l nc
ung n gin nhng l thuc cho tr nng st, tiu chy, i ma
Nc khong thin nhin l thc ung khng th thiu cho thai ph trong
sut thai k, khng ch v nhu cu b sung nuc cho ngi m trong giai on m
nghn, m cn nhm cung ng khong cht cn thit cho s pht trin bnh thng
ca thai nhi.
Nc khong, ung ngay sau ba nhu, vi lng cao gp i lng ru
dng l phng tin hu hiu ym tr chc nng gii c ca l gan.
Nc khong, ung m v tng ngm nh sau mi ba n l phng thuc
gia truyn ca c dn vng Trung u dng cha vim lot d dy.
Nc khong, theo hi ngh khoa hc chng lo ho c l t dc tt
nht trong nghnh m phm sinh hc phng tr np nhn.
So snh mt s thnh phn chnh ca nc khong nh Thnh vi mt s
mch nc ni ting trong v ngoi nc ang c s dng, nhn thy nc
khong nh Thnh c hm lng Fluor thp hn so vi quy inh ca nc
khong ng chai, hm lng canxi v magie thp nn c th s dng ung rng
ri.
Nc khong nh Thnh hon ton khng c yu t c hi, khng c yu
t tc ng dc l t ngt, tc dng rng ri vi nhiu loi bnh: gim au,
chng vim, gii mn cm, c hiu qu vi nhiu loi bnh mn tnh: c, khp, ct
sng, thn kinh, ph khoa, da, mch mu, ng h hp trn, mt s bnh v d
dy, gan mt, rut, cc hch quanh d dy, ng tit niu, mt s bnh nhim c,
ngh nghip mn tnh, phng chng su rng, hi phc sc khe sau thi gian iu
tr bng thuc men, gii phuc dng di cc dng ung, tm, ngm, xng,
ht
II.2.5. Cc nhm sn phm
Bng II.2.5. Danh mc cc sn phm ca Cng Ty c phn nc
khong Khnh Ha

28

STT

SN PHM

DUNG TCH

NHN HIU

NG K

NG

CHT LNG

HNG HA

Nc khong lt

330ml, 430ml

nh Thnh

ng k

Nc Khong ngt

430ml

nh Thnh

ng k

Nc khong s x

200ml, 295ml

nh Thnh

ng k

Nc khong chanh

295ml, 1.25l

nh Thnh

ng k

Nc khong cam

295ml, 1.25l

nh Thnh

ng k

Nc khong du
Nc khong Sumo

1.25l

nh Thnh

ng k

200ml

Sumo

ng k

Sumo

ng k

nh Thnh

ng k

Vikoda

ng k

Vikoda

ng k

Vikoda

ng k

Vikoda

ng k

Vikoda

ng k

7
8

chai Pet
Nc khong Sumo

chai thy tinh

Chai Pet c gas

10

Vikoda

11

Vikoda
Nc khong bnh

12
13
14

20gallon
Nc khong bnh 5

200ml,
295ml,300ml
500ml
300ml, 500ml,
1.5l
5l
20 gallons

5 gallon
gallon
Tr xanh
500ml
Ngun: Phng Marketing

29

Hnh 2.6: Mt s sn phm chnh ca cng ty

II.2.6. Thun li, kh khn v phng hng pht trin trong thi gian ti
ca Cng ty.

30

II.2.6.1. Thun li

Mc d khng hong kinh t nhng hot ng sn xut kinh doanh vn kh

thun li v vt mc cc ch tiu ra v sn lng sn xut, doanh thu tiu th,

thc hin ngn sch Nh nc.

Sn phm ca cng ty lun n nh v cht lng, mu m bao b lun c

quan tm ci tin v ngy cng a dng ha sn phm p ng nhu cu ngi tiu
dng.

H thng qun l cht lng tiu chun Quc t ISO 9001-2000 v HACCP

c Cng ty vn hnh thng sut, c cp nht v ci tin thng xuyn

nng cao v th uy tn thng hiu trn th trng.

i ng cn b cng nhn vin dy dn c kinh nghim, c nng lc,

trnh chuyn mn, kinh nghim trong qun l, lm ch cng ngh thit b, nhit
tnh, sng to trong lao ng sn xut v kinh doanh.

Sn phm nc khong nh Thnh Vikoda lin tc trong 13 nm c

bnh chn l hng Vit Nam cht lng cao, l Cng ty c xp hng u trong
ngnh nc khong Vit Nam v t cc gii thng quan trng v thng hiu, l
mt trong top 500 thng hiu hng u ca Vit Nam.

Cng tc tp trung xy dng chin lc, nh hng th trng v chng

trnh tiu th cc loi sn phm ng chai pet gp phn tng doanh s tiu th,
gim ri ro tht thot v bao b.
II.2.6.2. Kh khn
Bn cnh nhng thun li th Cng ty cng gp khng t kh khn nh:

Tnh hnh suy gim kinh t nh hng n cng n vic lm, thu nhp thp

gy tm l hn ch chi tiu v dch cm A/H1N1 nh hng n du lch v lm

cho ngnh nc gii kht cng nh hng theo v sn lng tiu th.

Bn cnh gi in sn xut, chi ph vn chuyn hng ha tng do gi

xng du tng lnu tng ln dn n chi ph sn xut, gi thnh sn phm tng
ln trong khi gi bn ca Cng ty hu nh khng tng.

S cnh tranh khc lit gia cc loi nc khong, nc tinh khit, nc

ng chai din ra ngy cng mnh m v gay gt trn phm vi rng ln: cc loi
sn phm Ph Sen (Ph yn), Thch Bch (Qung Ngi), Chnh Thng (Bnh
nh), Vnh Ho (Bnh Thun)Cc i th cnh tranh thng xuyn ci tin mu
m chai Pet, chai thy tinh vi cc hnh dng mu m hp dn ngi tiu dng, t

31

lm cho th phn ca Cng ty ngy cng b chia ct ng k gy nh hng ln

n sn lng tiu th ca Cng ty c bit cc th trng ln nh Nng,
Qung Nam, Quy Nhn, klk, Khnh Ha. Hin nay chi ph dnh cho u t
qung co, khuyn mi ca Cng ty cao hn so vi cc nm trc y nhng mc
tng trng cng nh hiu qu mang li cha cao.
Ngoi ra cn phi k n s cnh tranh mnh m ca cc thng hiu nc
ngt Cocola, Pepsi, numberone, nc p tri cy, nc u nnh, nc tng lc
khc lm phn no suy gim th phn tiu th ca Cng ty ni chung v ca sn
phm nc khong ngt ni ring.

Cho n nay Nh Nc vn cha c cc qui nh v phn bit gia nc

khong thin nhin v nc khong tinh lc r rng nn a s khch hng c s
nhm ln gia hai loi nc gii kht ny, thm vo l mu m ca hai loi ny
c hnh thc tng t nhau.

Tnh hnh thi tit trong nhng nm gn y c nhiu chuyn bin phc tp,
ma bo mt s tnh min Trung, th trng trng im, lm nh hng n
doanh s tiu th ca Cng ty.

Cng tc xc tin bn hng, qung b thng hiu y mnh tiu th sn

phm cn hn ch v chin lc cng nh nhn s. Nng lc nhn vin cc th
trng cha ng u. Hot ng marketing cn cha c u t ng mc k c
v s lng v cht lng, cha c tnh chuyn mn ha cao.
II.2.6.3. Phng hng hot ng nm 2010 v nhng nm ti

Duy tr sn xut n nh, st vi nhu cu th trng, tn kho va phi trn c

s cc mc tiu ra.

Sm hon thin a vo sn xut cc chng loi nc khong ng lon,

nc ngt ng chai pet 200ml, 300ml, a dng sn phm tiu th.

Xem cht lng l yu t quan trng hng u, trit p dng quy trnh
qun l cht lng ISO 9001-2000 v HACCP v ATVSTP trong tng khu, tng
b phn sn xut.

Phi b tr sn xut khoa hc, r sot tng khu nng cao nng sut gim
chi ph sn xut i ph vi tnh hnh gi c nguyn vt liu u vo tng.

ra cc gii php c th, pht ng phong tro tng b phn, phng ban,
phn xng trong cng ty thc hnh tit kim chi ph nng cao hiu qu kinh
doanh.

32

Cng tc tiu th c gng duy tr th phn tiu th cc sn phm chai thy

tinh. Tip tc nh hng cho th trng, c cu li sn phm chuyn sang sn

phm ng chai pet gim ri ro chi ph tht thot bao b. V cng tc Marketing
cn nhy bn hn na, thng xuyn nm bt th trng, i th cnh tranh a ra
cc i sch, chin lc cnh tranh pht trin tiu th.

u t dy chuyn sn xut ng lon, ng chai nha Pet ca Trung Quc

vi cng sut 9.000chai/h, vi tng chi ph l 9,3 t ng hon thnh vo qu
II/2010. V u t my chit rt ng chai thy tinh mi vo nhng nm ti.

u t xy dng khch sn Vikoda ti s 10-Phng Cu-TP Nha trang, bt

u khi cng nm 2010. u t xy dng Trung tm thng mi v chung c
Vikoda ti s 28 ng 2/4, Vnh Hi- Nha Trang.

u t khu vc ngm tm bn khong cao cp ti nh Thnh.

Nghin cu nui trng to t ngun nc khong nh Thnh, cung cp cho

th trng trong nc v xut khu nc ngoi.
II.2.7. Nng lc sn xut kinh doanh ca Cng ty
II.2.7.1. Vn
Ngy 27/1/2006 Cng ty chnh thc chuyn hnh thc s hu vn, t hnh thc s
hu 100% vn nh nc sang hnh thc s hu c phn nhng nh nc vn c c
phn vn nm 2009 chim 51,54% nh bng sau:
S cui nm

C ng
Vn u t ca
Nh nc
Vn u t ca cc
c ng khc
Cng

Vn gp
11.016.000.000
10.584.000.000
21.600.000.000

S u nm

T l
(%)

T l
(%)

Vn gp

51,54

11.016.000.000

51,54

48,46 10.584.000.000
100 21.600.000.000

48,46
100

V s vn u t ca s hu da trn s lng c phiu pht hnh l:

C phiu
S lng c phiu ph thng u nm
S lng c phiu ph thng pht hnh trong
nm
S lng c phiu ph thng ang lu hnh
cui nm

Nm 2009
2.160.000

Nm 2008
1.800.000

360.000

2.160.000

2.160.000

33

Ton b c phiu c php pht hnh v ang lu hnh l c phiu ph thng.

Mnh gi c phiu ang lu hnh: 10.000 VND/c phiu.
Vic chuyn i ny to iu kin rt thun li cho s tn ti v pht trin
ca cng ty, nhng quyt nh s c a ra nhanh chng hn, s tn dng c
nhng c hi m khng phi lc no cng c. Vi hnh thc s hu ny ngi lao
ng s l ch, s gn cht quyn li v ngha v i vi cng ty, h c trch
nhim hn trong qu trnh s dng vn, lm ng vn quay vng nhanh hn, hiu
qu hn. V Cng ty s nim yt trn th trng chng khon trong nm ti huy
ng vn tt hn.
II.2.7.2. Tnh hnh lao ng
Cng ty hiu rng c th thnh cng ln ngy hm nay cng nh t
c k vng cho tng lai, yu t con ngi l v cng quan trng. V th cng
ty ngy cng tn dng nhn ti, tuyn dng ngi c trnh , lun tn tm v cng
hin gn b vi cng ty. Qua bng c cu di cho thy sau mt nm c phn ha
cng ty i vo n nh v lao ng v khng c thay i nhiu v c cu, s
lng tng ln khng ng k v ch yu tng b phn bn hng. V nm 2009
c 310 nhn vin tng hn 1 ngi nm 2008 v tng 2 ngi nm 2007 v tng
b phn bn hng cn cc b phn khc khng i, sau t ct gim ln khi c
phn ha nm 2006.
Di y l c cu ngun lao ng ca cng ty qua 3 nm gn y

34

Bng II.2.7.2.1. C cu s dng lao ng theo gii tnh, trnh , theo tnh cht cng vic:

Nm

2007

2008

2009
Chnh lch
2008/2007
Chnh lch
2009/2008

Gii tnh
Nam
N

Trnh
C
TC

PT

Tnh cht cng vic

QL
TTSX
BH
PH

307

225

82

67

20

18

202

35

110

82

80

100

73.29

26.71

21.82

6.51

5.86

65.8

11.4

35.83

26.71

26.06

S lng

ngi

309

227

82

69

20

18

202

35

110

84

80

T trng

100

73.46

26.54

22.33

6.47

5.83

65.37

11.33

35.60

27.18

25.89

S lng

ngi

310

228

82

70

20

18

202

35

110

85

80

T trng

100

73.79

26.54

22.65

6.47

5.83

65.37

11.33

35.60

27.51

25.89

S lng

ngi

T trng

0.65

0.89

0.00

2.99

0.00

0.00

0.00

0.00

0.00

2.44

0.00

S lng

ngi

T trng

0.32

0.44

0.00

1.45

0.00

0.00

0.00

Ch tiu

v
tnh

Tng

S lng

ngi

T trng

0.00
0.00
1.19
Ngun: Phng t chc

0.00

35

Bng II.2.7.2.2. Thu nhp bnh qun ca ngi lao ng

CH TIU
Doanh thu
Tng qu lng
S lao ng
Nng sut lao ng
Tin lng bq

VT
Nm 2007
Nm 2008
Nm 2009
1000
64,704,263
64,128,997
78,680,496
1000
8,473,200
9,084,600
10,044,000
Ngi
307
309
310
1000
210,763
207,537
253,808
ng/ngi/
thng
2,300,000
2,450,000
2,700,000
Chnh sch tin lng v thng :
Thu nhp bnh qun u ngi trong cng ty lun c nng cao qua tng nm
trn c s, iu kin lao ng c ci thin, nng sut lao ng c nng cao. Tin
lng bnh qun cn b nm 2009 t: 2,7 triu/ngi/ thng.
Ngoi tin lng, hng nm cng ty cn trch cc qu tin thng, phc li chi
cho ngi lao ng nhn cc ngy l ln trong nm nh quc t lao ng 1/5, quc
khnh 2/9 hoc cc ngy Tt dng lch v m lch, sinh nht hay m tang, k nim
ngy ci ca nhn vin. Cng ty cn t chc cho ngi lao ng c th tham quan,
du lch ngn ngy trong cc dp l nh : 8/3; 1/5 hoc 1/6
V tuyn dng: ty theo v tr c th m cng ty ra nhng tiu chun bt buc
ring. Song tt c cc chc danh u phi p ng yu cu c bn nh: trnh
chuyn mn, tt nghip ng chuyn ngnh, nng ng, nhit tnh, ham hc hi, c
thc sng to. i vi cc v tr quan trng, cc yu cu tuyn dng kh kht khe, vi
cc tiu chun kinh nghim cng tc, kh nng phn tch, qun l v trnh ngoi
ng, tin hc
V cng tc o to, ngoi vic tuyn dng cc lc lng lao ng c o to ti
cc trng i hc, Trung hc chuyn nghip th cng tc o to li v nng cao
thc cho ngi lao ng cng c cng ty quan tm. T chc cc cuc hp, ngoi
kha hng qu cng c t tng cho ngi lao ng sn xut an ton, hiu qu v
cht lng. i vi lc lng lao ng gin tip trong cc phng ban, cng ty cng
to iu kin cho mi nhn vin c iu kin nng cao trnh bng cc lp o to
ngn hn nh cc lp qun tr nhn s, qun tr ti chnh, Marketing, vi tnhnhm
p ng tt nht nhim v c giao.
V nh mt phn nhng chnh sch ca cng ty gp phn lm cho nhn vin
gn b lu di vi cng ty v lm nng sut lao ng tng ln, bnh qun c mt ngi
lao ng to ra 253.808 nghn ng doanh thu nm 2009, trong khi ch to ra
207.537 nghn ng doanh thu nm 2008.
II.2.7.3. V trang thit b, cng ngh ca cng ty

36

Hin ti Cng ty ang hot ng trn mt dy chuyn my mc, cng ngh hin
i vi dy chuyn ng chai pet hin i ca c-; dy chuyn ng chai thy tinh
hon ton t ng, khp kn, cng sut 9000 chai/h. Ngoi ra Cng ty cn u t xy
dng nhiu hng mc cng trnh nh cng ngh my ra chai, n cc tm dit
khun cc h thng bm, h thng lm lnh, b cha, dn my tnh i mi, my
photocoppy, my in, my Faxphc v nhu cu lm vic, sn xut ca cn b cng
nhn vin trong Cng ty. Trong thi gian ny Cng ty ang i vo hon tt dy chuyn
sn xut nc khong ng lon vi cng sut 9000lon/h. iu ny chng t Cng ty
ang tng bc tip cn vi cng ngh hin i nhm p ng ti a nhu cu ca
ngi tiu dng.
II.3. Tnh hnh sn xut sn phm ca cng ty
II.3.1. Tnh hnh sn xut
L mt Cng ty hot ng trong lnh vc sn xut, chuyn khai thc v sn xut
cc loi nc khong c ngun gc t nhin. Hot ng sn xut l qu trnh to ra sn
phm sao cho ph hp vi yu cu ca ngi tiu dng, trnh d tha lng ph t
to ra ngun thu nhp cho Cng ty. Chnh v l do trn, trong nhng nm qua Cng ty
lun c gng khng ngng, v ht sc ch trng u t my mc thit b m bo
cho qu trnh sn xut t hiu qu cao nht.

37

Bng II.3.1. Thng k tnh hnh sn xut 3 nm (2007-2009) ca cng ty

VT: chai

Nm 2007
NK lt c ga
Lt 460
PET gaz
Lt 330
NK ngt c
ga
Ngt 430
Ngt 200
Ngt 295
PET 1,25
NK Sumo
Sumo 200
Sumo PET
Sumo 295
Sumo 300

Nm 2008

chnh lch
2008/2007
Nm 2009 Gi tr
T l

24,253,900 23,063,500 23,539,022 -1,190,400

23,845,200 22,630,000 22,907,100 -1,215,200
276,700
282,500
454,362
5,800
132,000
151,000
177,560
19,000

-4.91
-5.10
2.10
14.39

chnh lch
2009/2008
Gi tr
T l
475,522
277,100
171,862
26,560

2.06
1.22
60.84
17.59

18,819,160 17,585,100 15,585,180 -1,234,060 -6.56 -1,999,920 -11.37

16,347,200 15,868,500 13,658,680
-478,700 -2.93 -2,209,820 -13.93
778,000
605,000 1,069,925
-173,000 -22.24
464,925 76.85
1,534,360
996,600
799,515
-537,760 -35.05
-197,085 -19.78
159,600
115,000
57,060
-44,600 -27.94
-57,940 -50.38
1,242,100 1,285,200 3,854,354
43,100
3.47 2,569,154 199.90
292,800
220,000
49,795
-72,800 -24.86
-170,205 -77.37
842,000
993,200 3,663,396
151,200 17.96 2,670,196 268.85
107,300
72,000
119,947
-35,300 -32.90
47,947 66.59
21,216
0
0.00
21,216 100.00

NK Vikoda
5,524,360 7,056,950 7,591,799
Vikoda 1,5lt
640,400
790,000
729,756
Vikoda 0,5lt 3,859,000 4,843,600 4,667,232
Vikoda0,33lt
694,500
947,500 1,762,590
Vikoda 5lt
17,300
16,200
15,736
Bnh
5gallons
309,800
455,000
400,689
Bnh
2gallons
3,360
4,650
15,796
Tr xanh
96,000
974,236
Tng
49,839,520 49,086,750 51,544,591

1,532,590
149,600
984,600
253,000
-1,100

27.74
23.36
25.51
36.43
-6.36

534,849
-60,244
-176,368
815,090
-464

7.58
-7.63
-3.64
86.03
-2.86

145,200

46.87

-54,311

-11.94

1,290 38.39
96,000 100.00
-752,770 -1.51

11,146 239.70
878,236 914.83
2,457,841
5.01

38

Ngun: Phng K hoch v u t

Nhn xt: Qua bng phn tch trn ta thy:
Ta thy sn lng sn xut chnh lch qua cc nm, nm 2009 tng hn nm 2008
5.056.028 sn phm tng ng tng 10,3% ch yu tng do:
+ Nc khong Vikoda tng 3.133.036 chai tng ng tng 44,4% v tng loi sn
phm nc khong ng chai pet nh 0,33l v ng bnh ln 20l v 50l . Nc khong
Sumo cng tng mnh hn nm 2008 l 2.569.154 chai tng ng 199,9 % v tng
mnh sn phm sumo ng chai pet v pht trin thm sn phm mi Sumo 300.
Nc khong lt c ga tng nhng khng ng k 2,06% v sn xut sn phm nc
khong tr xanh mi tng ln 873.236 chai tng ng tng 914,83%.
+ Bn cnh th nc khong ngt c ga gim 1.999.920 chai tng ng gim
11,37%.
Qua cho ta thy cng ty dn dn a dng ha sn phm nh ci tin mu
m, hng v p ng nhu cu ca th trng l hn ch nc khong c ng v
nc khong c thm nhng hng v t nhin nh tr.
II.3.2. Sn lng tiu th
`
Theo mc tiu m cng ty a ra cho nm 2009 l sn lng tiu th tng 8%
(theo k hoch nm 2008) do cng ty d bo nm 2009 l mt nm c nhiu kh khn
do cha qua khi khng hong kinh t. Nhng thc t nm 2009 sn lng tiu th
tng trn 12,4%. V t c kt qu ny l do nn kinh t bt u phc hi do cc
chnh sch h tr ca nh nc v nn kinh t vn tng trng dng. V sn phm
ca cng ty tiu th ch yu th trng ni a nn t chu nh hng ca suy thoi
ton cu v y l sn phm thit yu nn cu t b co gin.

39

Mt khc nh cng tc tp trung nh hng th trng, xy dng chin lc v

nhiu chng trnh pht trin tiu th cc loi sn phm ng chai pet gp phn
tng cao doanh s tiu th, gim ri ro tht thot v bao b. Sn lng tiu th sn
phm bnh 5 galong tng 17,86% v cc sn phm ng chai pet khc u tng t
18%-30% so vi cng k nm trc, nu bnh qun mi thng nm 2008 ch tiu th
28.000 bnh 5 galong v trn di 28.000 thng sn phm chai pet cc loi th sang
nm 2009 con s tiu th tng ln 33.000 bnh 5 galong v trn 45.000 thng sn phm
chai pet cc loi. V sn phm Vikoda loi 0,33l tng 765.811chai v sn phm mi
nh tr xanh, sumo 300 tng ln. Bn cnh cng c s st gim ng k ca nc
khong ngt 430ml.
Nhng nhn chung nm 2009 sn lng tiu th tng hn v cho thy cng ty
lm n hiu qu v khc phc phn no kh khn v vic tiu th sn phm ca
nm 2008. V dng sn phm tiu th ch yu v nhiu nht ca cng ty vn l nc
khong lt, nc khong ngt, nc khong Vikoda.
Di y l bng sn lng tiu th ca cng ty qua 3 nm

40

Bng II.3.2. Tnh hnh sn lng tiu th qua cc nm 2007_2009

Sn phm
NK lt c ga
Lt 430
PET gaz
Lt 330

Nm 2007 Nm 2008 Nm 2009

22,426,640 22,877,294 23,261,742
22,038,180 22,453,430 22,728,368
249,500
281,654
366,150
138,960
142,210
167,224

NK ngt c ga

17,119,335 17,269,452 15,277,176

Ngt 430
Ngt 200
Ngt 295
PET 1,25
NK sumo
Sumo 200
Sumo PET
Sumo 295
Sumo 300
NK Vikoda
Vikoda 1,5lt
Vikoda 0,5lt
Vikoda 0,33lt
Vikoda 5lt
Bnh 2gallon
Bnh 5gallon
Tr xanh
Tng sn
lng quy lt

14,884,280
748,432
1,400,872
85,751
1,009,249
254,905
672,072
82,272
4,863,602
583,271
3,388,250
594,390
15,336
279,787
2,568

15,511,654 13,351,528
572,888 1,013,136
1,060,516
850,791
124,394
61,721
1,218,040 1,403,536
196,252
44,420
957,368 1,235,005
64,420
107,319
16,792
6,268,296 6,810,320
704,654
650,918
4,657,862 4,488,257
890,216 1,656,027
15,564
15,118
421,693
371,358
28,000
33,000
75,984
771,108

Chnh lch
Chnh lch
2008/2007
2009/2008
Gi tr
%
Gi tr
%
450,654
17.11
384,448
48.81
415,250
1.88
274,938
1.22
32,154
12.89
84,496
30.00
3,250
2.34
25,014
17.59
150,117
1.53 1,992,276
-7.24
627,374
4.22 2,160,126 -13.93
-175,544
-23.45
440,248
76.85
-340,356
-24.30 -209,725 -19.78
38,643
45.06
-62,673 -50.38
208,791
-2.26
185,496 118.23
-58,653
-23.01 -151,832 -77.37
285,296
42.45
277,637
29.00
-17,852
-21.70
42,899
66.59
16,792 100.00
1,687,049
109.54
542,024
71.89
121,383
20.81
-53,736
-7.63
1,269,612
37.47 -169,605
-3.64
295,826
49.77
765,811
86.03
228
1.49
-446
-2.87
141,906
50.72
-50,335 -11.94
25,432
990.34
5,000
17.86
75,984
100.00
695,124 914.83

27,969,862 27,419,162 30,819,138

Ngun: Phng tiu th

-550,700

-1.97 3,399,976

12.40

41

II.3.3. Tnh hnh tiu th nc khong theo tng th trng

Bng III.3.3: Tnh hnh doanh thu tiu th theo tng th trng ca cng ty
qua 3 nm 2007-2009
VT: 1000

Th trng Ch tiu
Gi tr
(%)
Nm 2007
Gi tr
Nm 2008
(%)
Gi tr
Nm 2009
(%)
Chnh lch Gi tr
2008/2007 T l(%)
Chnh lch Gi tr
2009/2008 T l(%)

Bc Min
Min Bc Trung
361,003 1,202,473
0.51
1.71
339,932 1,218,706
0.51
1.82
428,722 1,747,259
0.52
2.13
-21,071
16,233
-5.84
1.35
88,790 528,553
26.12
43.37

Nam Min
Trung
53,665,271
76.16
53,148,356
79.45
63,623,580
77.44
-516,915
-0.96
10,475,225
19.71

Ty
Nguyn Min Nam
Tng
11,093,980 4,139,601 70,462,328
15.74
5.87
100.00
9,132,150 3,055,853 66,894,997
13.65
4.57
100.00
11,989,600 4,367,120 82,156,281
14.59
5.32
100.00
-1,961,830 -1,083,748 -3,567,331
-17.68
-26.18
-5.06
2,857,450 1,311,267 15,261,284
31.29
42.91
22.81

Ngun: Phng tiu th

Nhn xt: Doanh thu tiu th Cng ty C phn nc khong Khnh Ha ch yu th
trng trong nc. Nhng nm trc mc d c xut khu sang Campuchia, Lo
nhng khng kh thi nn nhng nm gn y tp trung ch yu trong nc. V th
trng ch yu ca Cng ty l th trng Min Trung v Ty Nguyn, th trng lun
chim t trng nh nht l th trng Min Bc.
Qua bng trn cho thy doanh thu nm 2008 gim 3.567.331 nghn ng tng ng
gim 5,06% tt c cc th trng v gim nhiu nht th trng Min Nam 26,18 %
v y l th trng m nc tr xanh Oo ra i v chim lnh th trng, tip theo l
Ty Nguyn gim 17,68% do tin n sn phm ca cng ty sn xut trn dy chuyn
lc hu, khng m bo hm lng khong mong mun v khng hong kinh t lm
cho c ph gim gi v thu nhp ca ngi dn gim, nh hng n nhu cu v s
ng ph khng kp thi ca nhn vin th trng y.
Nm 2009 do cng ty c nhng chnh sch ng ph kp thi v sn phm nc thay
th ca i th b vn nn doanh thu tiu th tng ln mt cch ng k tng
15.261.284 nghn ng, tng gn 22,81% so vi nm 2008. Hu ht th trng u

42

tng v tng r rt nht l th trng Bc Min Trung tng 43,37% do cc tnh Ngh
An, Qung tr lm n hiu qu v tng ln mt cch ng k nhng vn chim t trng
thp. Cng ty khi phc li th trng Ty Nguyn nn tng 31,29% v m rng pht
trin cc tnh Min Nam nn tng 42,91%. Qua cho thy mng li tiu th mnh
nht l Nam Min Trung v Ty Nguyn c bit l cc tnh: Khnh Ha, Daklak,
Nng.
Nm 2007

Nm 2008

43

Nm 2009

Qua bng phn tch iu tra v th phn sn phm ca Cng ty nm 2005 do bo Si

gn tip th thc hin th th phn ca Cng ty so vi ngnh l 5,5% chim mt v tr
rt nh v nm nay th phn tng ln khong 9 % theo khng nh ca phng
Marketing, cho thy Cng ty lm n hiu qu hn vo nm 2009 tuy nhin th phn
cng tng i nh v th phn Nam Min Trung (th trng trng im) ca cng ty
chim khong 33,2% so vi ngnh. V th cng ty nn c chnh sch phn phi tt hn
th trng trng im v cc th trng ln cn.

44

II.3.4. Phn tch khi qut v ti sn, ngun vn ca cng ty nm 2009:

Phn tch khi qut v ti sn nhm:
-

nh gi nng lc kinh t thc s ca ti sn cng ty hin ti.

nh gi tnh hp l ca nhng chuyn bin v gi tr, c cu ti sn.

Bng II.3.4.1.: Phn tch tnh hnh ti sn ca cng ty nm 2009
VT: 1000

Ch tiu

u nm
S tin
T trng

Cui nm
S tin
T trng

Chnh lch
S tin
T trng

TSL v u t
ngn hn
1.Tin
2. u t ngn

15,508,732
6,833,436

33.02
44.06

25,967,058
18,391,705

49.59
70.83

10,458,326
11,558,269

16.57
26.77

hn
3. Cc khon phi

0.00

0.00

0.00

thu
4. Hng tn kho
5.Ti sn lu ng

3,263,238
4,633,222

21.04
29.87

3,405,516
3,513,515

13.11
13.53

142,278
-1,119,707

-7.93
-16.34

khc.
B.TSC v u t

778,836

5.02

656,322

2.53

-122,514

-2.49

di hn.
1. Ti sn c nh.
2. Cc khon u

31,454,977
14,952,016

66.98
47.53

26,398,252
13,277,073

50.41
50.30

-5,056,725
-1,674,943

-16.57
2.76

t di hn.
3. Chi ph XBCB.
4.Ti sndi hn

0
0

0.00
0.00

0
0

0.00
0.00

0
0

0.00
0.00

khc.
Tng cng Ti sn

16,502,961
46,963,709

52.47
100.00

13,121,178
52,365,310

49.70
100.00

-3,381,783
5,401,601

-2.76
0.00

Ngun phng ti chnh k ton

Nhn xt:
Tng gi tr ti sn tng ln 5.401.601 nghn ng iu ny chng t quy
m sn xut kinh doanh, quy m v vn tng ln. Trong :
_ TSL & TNH tng 10.458.326 nghn ng; t trng tng 16,57% l do:

Vn bng tin ca doanh nghip tng 11.558.269 nghn ng, t trng tng

26,77% l do tin gi ngn hng tng 4,2 t ng (vic gia tng ny lm li tin

45

gi tng ln) v cc khon tng ng tin tng 7,1 t ngkh nng thanh
ton tc thi ca doanh nghip c thun li.

u t ti chnh ngn hn doanh nghip cha c tham gia nn khng nh

hng n ti sn.

Cc khon phi thu khch hng tng 142.278 nghn ng nhng t trng
gim 7,93% chng t doanh nghip tch cc thu hi cc khon n phi thu, gim
bt lng vn ng trong khu thanh ton.

Hng tn kho gim 1.119.707 nghn ng, t trng gim 16,34% cho thy
cng ty lm tt cng tc d bo v k hoch hng ha lu kho s lng nguyn
vt liu v thnh phm gim. y l hin tng tt chng t hng ha ca cng ty
c ngi tiu dng chp nhn nhiu v kh nng xc tin, cht lng cao.

Ti sn lu ng khc gim 122.514 nghn ng, t trng gim 2,49% ch

yu do chi ph tr trc ngn hn gim y l biu hin tt.
-

TSC & TDH

T sut u t u nm l 66,98%, cui nm 50,41% do t sut u t

gim 16,57% iu ny chng t tc tng ca TSC tng chm hn tc
tng ti sn lu ng.

Ti sn c nh v u t di hn gim 5.056.725 nghn ng, t trng gim

16,57%. Nguyn nhn dn n tnh hnh ny l:

Do ti sn c nh gim 1.674.943 nghn ng, t trng gim 2,76% iu

ny chng t qui m sn xut khng tng, nm nay doanh nghip t ch trng xy
dng c s vt cht k thut. Cng ty cha u t bt ng sn di hn v u t
ti chnh di hn.

Ti sn di hn khc ca cng ty gim 3.381.783 nghn ng, t trng gim

2,76%
Phn tch khi qut v ngun vn
Phn tch khi qut v ngun vn nhm:
-

nh gi tnh hp l v hp php ngun vn ca cng ty.

nh gi kh nng t ch ti chnh ca cng ty

46

Bng II.3.4.2. Phn tch tnh hnh ngun vn ca cng ty nm 2009

VT: ng
Ch tiu

u nm
S tin
T trng

Cui nm
S tin
T trng

Chnh lch
S tin
T trng

A. N phi tr
I. N ngn hn
II. N di hn

23,272,721
14,699,126
8,573,595

49.55
63.16
36.84

26,602,867
18,102,401
8,500,467

50.80
68.05
31.95

3,330,146
3,403,274
-73,128

1.25
4.89
-4.89

B. Ngun vn ch s
hu
I.Ngun vn- qu

23,690,988
23,107,299

50.45
97.54

25,762,442
25,028,394

49.20
97.15

2,071,455
1,921,095

-1.25
-0.39

583,689

2.46
100.00

734,048

2.85
100.00

150,359
5,401,601

0.39
0.00

II. Ngun vn kinh ph

Tng ngun vn

46,963,709

52,365,310

Ngun phng ti chnh_k ton.

Nhn xt: Ngun vn ca doanh nghip tng 5.401.601 nghn ng tng 11,5%
chng t kh nng huy ng vn ca doanh nghip tt hn nguyn nhn l do:

Do n phi tr tng 3.330.146 nghn ng, t trng tng 1,25%. y l biu

hin chng t kh nng chim dng vn ca cng ty so vi cng ty khc tt v
ch yu tng do n ngn hn tng 3.403.274 nghn ng tng ng 4,89% do phi
tr ngi bn v nguyn vt liu v n di hn th gim 73.128 nghn ng t
trng gim 4,89%.

Do ngun vn ch s hu tng 2.071.455 nghn ng v nhng t sut u

t gim 1,25% y l biu hin tnh t ch v ti chnh ca cng ty cha c
nng cao hn, nhng cng ty hon ton ch ng trong hot ng ca mnh, cc
hat ng kinh doanh ca cng ty c hiu qu. Ngun vn ch s hu bin ng
do cc yu t sau:
+ Do ngun vn qu tng ln 1.921.095 nghn ng, t trng tng 8,31%.
+ Do ngun vn kinh ph tng 150.359 nghn ng, t l tng 25,76%.

N phi tr tng trong khi tng ngun vn tng v vn ch s hu tng ln

l biu hin khng tt lm v tnh hnh ti chnh ca cng ty. Ngun vn ca cng
ty tng gn gp i nhng ch yu l do vay n, chim dng vn nn cha ch
ng trong ngun vn tt.
II.3.5. Li nhun v T sut li nhun

47

Bng II.3.5: T sut li nhun trn doanh thu, vn ch s hu, tng ti sn v trn chi ph ca cng ty
VT: 1000
Ch tiu
1. Tng doanh thu
DTBH & CCDV
DT hot ng TC
Thu nhp khc
2. Chi ph HSXKD
GVHB
CPBH
CPQLDN
CPTC
CP khc

Nm 2007
65,826,252
64,704,263
275,011
846,978
58,166,302
38,758,176
12,003,533
5,541,867
1,658,240
204,485

Nm 2008
65,519,567
64,128,997
975,291
415,279
59,476,877
40,787,767
12,108,408
4,776,071
1,768,942
35,690

Nm 2009
79,796,393
78,680,496
652,264
463,633
73,068,527
52,432,297
14,202,570
5,219,319
1,129,897
84,445

Chnh lch 2008/2007

Gi tr
T l
-306,685
-0.47
-575,266
-0.89
700,280
254.64
-431,699
-50.97
1,310,575
2.25
2,029,590
5.24
104,875
0.87
-765,796
-13.82
110,701
6.68
-168,795
-82.55

3.Tng ti sn bnh qun

54,059,115

50,084,954

49,664,509

-3,974,160

-7.35

-420,445

-0.84

4. Vn ch s hu bnh qun

18,000,000

19,800,000

21,600,000

1,800,000

10.00

1,800,000

9.09

5. Li nhun sau thu

6. T sut LN/ DT(6)=(5)/(1)
7. T sut LN/ CP(7)=(5)/(2)
8. T sut LN/TS(8)=(5)/(3)

5,515,164
8.38
9.48
10.20

5,438,421
8.30
9.14
10.86

5,933,193
7.44
8.12
11.95

-76,743
-0.08
-0.34
0.66

-1.39
-0.93
-3.56
6.43

494,772
-0.87
-1.02
1.09

9.10
-10.42
-11.20
10.02

30.64

27.47

27.47

-3.17

-10.36

0.00

0.00

9. T sut LN/ VCSH (9) = (5) /

(4)

Ngun: Phng k ton

Chnh lch 2009/2008

Gi tr
T l
14,276,826
21.79
14,551,499
22.69
-323,027
-33.12
48,354
11.64
13,591,650
22.85
11,644,530
28.55
2,094,162
17.30
443,247
9.28
-639,045
-36.13
48,755
136.61

48

Nhn xt:
T sut sinh li trn doanh thu
Qua bng trn ta thy doanh thu v li nhun sau thu tng mnh nm 2009
v nm 2008 gim v b nh hng ca chnh sch v mt phn khng hong kinh
t, nhng lng gim khng ln doanh thu gim 306.685 nghn ng v li nhun
sau thu gim hn nm 2007 l 76.743nghn ng tng ng gim 1,39%. T sut
li nhun trn doanh thu nm 2008 gim 0,08% so vi nm 2007, v cao hn nm
2009 l 0,87 %. Chng t l nm 2009 c trong 100 ng doanh thu v thu nhp
khc thu c t hot ng kinh doanh ca cng ty th c 7,44 ng li nhun sau
thu. Ch tiu ny gim u qua cc nm cho thy hiu qu hot ng ca doanh
nghip cng gim v cng ty nn coi li cc khon chi ph m mnh b ra v
nn c k hoch, chnh sch lm gim chi ph mc li nhun c tng ln.
T sut li nhun trn chi ph

49

T sut li nhun trn chi ph gim u qua cc nm do chi ph hot ng

sn xut kinh doanh tng qua cc nm v nm 2009 chi ph tng ln r rt nht l
do cng ty m rng lnh vc kinh doanh, u t my mc thit b sn xut v n
ca khch hng t nm trc lm gi vn hng bn tng ln nn chi ph nm 2009
tng hn nm 2008 l 13.591.650 nghn ng tng ng tng 22,85%. Nm 2009 c
100 ng chi ph b ra th thu c 8,12 ng li nhun sau thu v gim hn so
vi cc nm trc cho thy cng ty lm n hiu qu cha cao.
T sut li nhun trn tng ti sn
Trong bng phn tch sau ta thy bnh qun c 100 ng ti sn a vo
hot ng sn xut kinh doanh th thu c 11,95 ng li nhun sau thu nm
2009 v 10,86 ng li nhun trong nm 2008. T sut li nhun trn tng ti sn
tng qua cc nm do tng ti sn gim qua cc nm v li nhun li tng qua cc
nm. V cho thy cng ty s dng vn c hiu qu.
T sut sinh li trn tng vn ch s hu
T sut li nhun trn vn nm 2007 l 30,64% v nm 2008 v nm 2009
l 24,47% .Cho thy bnh qun c 100 ng vn ch s hu a vo hot ng sn
xut kinh doanh th thu c 24,47 ng li nhun sau thu nm 2009 v gim so
vi nm 2007 v khng thay i so vi nm 2007. Cho thy cng ty cha pht huy
hiu qu vn ch s hu trong nhng nm gn y.
Qua phn tch ta thy cc ch tiu v kh nng sinh li u c xu hng
gim v chng li cho thy doanh nghip lm n hiu qu khng cao v cho thy
du hiu ti chnh ang dn xu i. Do nhng nm nay l thi k lm pht v
khng hong kinh t ton cu nn tt c cc doanh nghip u b nh hng d t
hay nhiu mc d ngnh gii kht khng b nh hng nhng i vi cng ty th
vn b nh hng.

50

II.3.6. Vng quay tng vn

Bng II.3.6: Vng lun chuyn Ti sn, VL v hiu qu s dng vn ca cng ty qua 3 nm 2007-2009
2007
64,704,263
54,059,115
17,136,520
20,479,799
5,515,164

Nm
2008
64,128,997
50,084,954
15,921,604
17,503,809
5,438,421

2009
78,680,496
49,664,509
14,114,544
20,737,895
5,933,193

6.S vng quay ti sn (6)

= (1) / (2)
vng

1.20

1.28

1.58

0.08

6.98

0.30

23.73

7. Hiu sut s dng

VC(7)=(1)/(3)

3.78

4.03

5.57

0.25

6.67

1.55

38.40

8.Hiu qu s
VC(8)=(5)/(3)

dng
0.32

0.34

0.42

0.02

6.13

0.08

23.07

9.S vng
(9)=(1)/(4)

VL
vng

3.16

3.66

3.79

0.50

15.96

0.13

3.56

10.S ngy ca mt vng

quay VL(10)=360/(9)
ngy

114

98

95

-16

-13.76

-3

-3.44

11.H s m
VL(11)=(4)/(1)

nhim
0.32

0.27

0.26

-0.04

-13.76

-0.01

-3.44

12.Hiu qu s
VL(12)=(5)/(4)

dng
0.27

0.31

0.29

0.04

15.37

-0.02

-7.92

Ch tiu
1. Doanh thu thun
2. Tng ti sn bq
3. Vn c nh bq
4.Vn lu ng bq
5. Li nhun sau thu

quay

VT
Nghn ng
Nghn ng
Nghn ng
Nghn ng
Nghn ng

ln

Chnh lch 2008/2007

Gi tr (+/-) T l (%)
-575,266
-0.89
-3,974,160
-7.35
-1,214,916
-7.09
-2,975,990
-14.53
-76,743
-1.39

Ngun: Phng ti chnh k ton

Chnh lch 2009/2008

Gi tr (+/-) T l (%)
14,551,499
22.69
-420,445
-0.84
-1,807,060
-11.35
3,234,086
18.48
494,772
9.10

51

Nhn xt:
Hiu sut s dng tng ti sn:
+ Nm 2007 S vng quay ti sn 1,2 vng ln hn 1 l c hiu qu v cho thy
bnh qun 1 ng ti sn a vo sn xut kinh doanh to ra c 1,3 ng doanh
thu.
+ Nm 2008 s vng quay ti sn l 1,28 vng tng hn nm 2007 l 0,08 vng
tng ng tng 6,98% v bnh qun 1 ng ti sn a vo sn xut kinh doanh
thu li 1,28 ng doanh thu.Mc d nm nay l nm khng hong ti chnh ton
cu nhng doanh nghip khng b nh hng m tng nhng tng khng ng k.
+ Nm 2009 s vng quay ti sn l 1,58 vng cao hn nm 2008 l 0,3 vng
tng ng 23,73% v cao hn c nm 2007, cho thy cng ty lm n hiu qu hn,
bnh qun mt ng ti sn a vo sn xut kinh doanh nm 2009 thu li 1,58
ng doanh thu.
Nhn chung ti sn em vo sn xut kinh doanh ca cng ty ngy cng c
hiu qu nhng cn pht huy hn na s vng lun chuyn cng cao v cng
cao cng ni ln kh nng a ti sn ca cng ty vo sn xut cng tt.
Hiu sut, hiu qu s dng vn c nh
+ Nm 2007 hiu sut s dng vn c nh l 3,78 vng tc l bnh qun 1 ng
vn c nh a vo sn xut kinh doanh th thu c 3,78 ng doanh thu v thu
c 0,32 ng li nhun sau thu.
+ Nm 2008 hiu sut s dng vn c nh l 4,03 tc l bnh qun 1 ng vn c
nh a vo sn xut kinh doanh th thu c 4,03 ng doanh thu cao hn nm
2007 l 0,25 ng do doanh thu thun tng ln v vn c nh gim. Hiu qu s
dng vn cng tng hn nm 2007 tc l bnh qun 1 ng vn c nh a vo
sn xut kinh doanh th thu c 0,34 ng li nhun sau thu.
+ Nm 2009 hiu sut s dng vn c nh l 5,57 tng hn nm 2008 l 1,55 do
doanh thu thun tng ln 14.551.499 nghn ng tng ng tng 22,69% v chi ph
cng gim theo nghn ng tng ng tng 22,69 %. V hiu qu s dng vn c

52

nh cao hn hai nm trc do li nhun sau thu tng ln, bnh qun 1 ng vn
c nh b ra thu c 0,42 ng li nhun sau thu.
Nhn chung hiu sut v hiu qu s dng vn c nh tng u qua cc
nm v tng nhiu hn vo nm 2009 sau khi b st gim doanh thu vo nm 2008
doanh nhip bt u vt ln cng vi s tng trng ca ngnh v nn kinh t.
Lun chuyn vn lu ng
_ S vng quay vn lu ng: Qua bng phn tch trn ta thy s vng lun
chuyn vn lu ng c xu hng tng qua cc nm. iu ny cho thy hiu qu
thu li cao hn bnh qun 1 ng vn lu ng a vo sn xut kinh doanh trong
nm 2007 l 3,16 ng doanh thu v nm 2008 tng ln 3,66 ng nhng nm 2009
tng 3,79 ng doanh thu. Mc d vn lu ng nm 2008 gim hn nm 2007 l
2.975.990 nghn ng tng ng gim l 14,53 % v doanh thu thun cng gim
575.266 nghn ng tng ng gim 0,89% v tc gim ca doanh thu thp hn
tc gim ca vn lu ng nn s vng quay vn tng. Nm 2009 VL tng hn
nm 2008 l 3.234.086 nghn ng tng ng tng 18,48% v doanh thu cng tng.
_ K lun chuyn vn lu ng: S vng lun chuyn VL tng lm cho s
ngy ca mt vng quay gim xung l iu hin nhin. S ngy ca mt k lun
chuyn gim qua cc nm cho thy tc lun chyn vn nhanh hn nm 2007 phi
mt 114 ngy cho mt k lun chuyn v nm 2009 ch cn 95 ngy nhng con s
vn cn cao v th cng ty cn lm tt hn na k hoch tn kho vng quay ca
vn lu ng gim cng ty lm n hiu qu hn na.
_ H s m nhim v hiu qu s dng vn lu ng:
Qua bng phn tch ta thy h s m nhim VL gim qua cc nm cho
thy cng ty lm n cng tt nhng hiu qu s dng vn tng gim qua cc nm.
Nm 2008 hiu qu s dng vn cao nht trong 3 nm l 0,31 tc l bnh qun mt
ng vn lu ng a vo sn xut kinh doanh th thu c 0,31 ng li nhun
sau thu v cho thy cng ty s dng tit kim ngun vn lu ng mc d li
nhun nm 2008 thp nht nhng t l gim ca VL gim nhanh hn. Vic s
dng VL hp l biu hin tc lun chuyn VL, tc lun chuyn VL
nhanh hay chm ni ln hiu sut s dng VL cao hay thp. Nhng nhn chung
vic s dng VL ca cng ty tng i tt do sn lng tiu th cng nh li
nhun tng nhng tng khng ng k, do cng ty cn phi c chnh sch cng
nh phng php u t hp l hn na.

53

II.3.7. Vng quay hng tn kho

Bng II.3.7: Vng quay hng tn kho v k lun chuyn hng tn kho ca cng ty nm 2007_2009

Ch tiu
1.Gi vn hng bn
2. Hng tn kho bq
(2)=((3)+(4))/2
3.Tn kho u k
4. Tn kho CK
5.S vng quay HTK
(5)=(1)/(2)
6.K lun chuyn
HTK(6)=360/5

VT

2007

Nm
2008

Nghn ng

38,758,176

40,787,767

52,432,297

2,029,590

5.24

11,644,530

28.55

Nghn ng
Nghn ng
Nghn ng

3,672,751
3,271,021
4,074,480

4,353,851
4,074,480
4,633,222

4,073,369
4,633,222
3,513,515

681,100
803,459
558,742

18.54
24.56
13.71

-280,483
558,742
-1,119,707

-6.44
13.71
-24.17

vng

10.55

9.37

12.87

-1.18

-11.23

3.50

37.40

ngy/vng

34

38

28

12.65

-10

-27.22

2009

Ngun: Phng ti chnh_k ton.

Chnh lch 2008/2007

Gi tr (+/-) T l (%)

Chnh lch 2009/2008

Gi tr (+/-)
T l (%)

54

Nhn xt : Qua bng phn tch ta thy

+ Nm 2007 s vng quay hng tn kho l 10,55 vng cho bit bnh qun nm
2007 c gn 10,55 ln nhp xut hng ha vi khong cch gia cc ln l 34
ngy.
+ Nm 2008 s vng quay hng tn kho gim xung cn c 9,37 vng gim hn
so vi nm 2007 l 11,23%, cho thy bnh qun trong nm c 9,37 ln nhp xut
hng ha v khong cch gia cc ln l 38 ngy tng hn 4 ngy so vi nm
2007, l do s st gim nhu cu ca th trng Ty nguyn gim xung ng k
do h ly t nh hng ca khng hong kinh t v s cnh tranh mnh m ca
cc loi nc gii kht v s ra i ca tr xanh 0 v nc khong Sana lm
cho nhu cu tiu dng v nc khong ca ngi dn gim xung.
+ Nm 2009 s vng quay tng ln mt cch vt bc l 12,87 vng cao hn 2
nm trc v cho thy bnh qun trong nm 2009 c 12,87 ln nhp xut hng ha
v khong cch gia cc ln l 28 ngy gim hn 10 ngy/vng so vi nm 2008.
Cho thy cng ty lm n hiu qu hn do a ra mt s chnh sch v k hoch
vt qua kh khn.
Qua trn ta thy cuc khng hong din ra doanh nghip no cng nh
hng d t hay nhiu v nm 2009 nn kinh t c du hiu phc hi th cng ty
cng lm n hiu qu hn v c k hoch qun tr hng tn kho tt hn.
II.4.7. Tnh hnh thc hin ngha v i vi nh nc
Sau y l tnh hnh thc hin ngha v np thu i vi nh nc ca cng ty nm
2009:
S u nm

S phi np
trong nm

S np
trong nm

S cui nm

Thu gi tr gia tng hng

bn ni a
Thu thu nhp doanh
nghip

118.749.291

Thu thu nhp c nhn

Thu ti nguyn
Tin thu t
Thu mn bi
Ph bo v mi trng
Cng

3.368.871
38.370.235 21.337.785
20.401.321
15.488.000 278.232.000 273.328.000
20.392.000
- 205.772.800 205.772.800
8.000.000
8.000.000
3.872.000
69.558.000
68.332.000
5.098.000
235.267.961 5.634.077.369 5.163.595.118 705.750.212

93.789.799 4.239.471.528 4.025.775.025

794.672.806

561.049.508

307.486.302
352.372.589

55

Qua bng phn tch trn cho thy cng ty hon thnh 91,65% so vi k
hoch. Cho thy cng ty thc hin tt ngha v i vi nh nc v lm n mng
li hiu qu i vi nh nc v x hi.
Qua tt c phn tch trn th cho thy Cng ty c phn nc khong Khnh Ha
c nn ti chnh lnh mnh v quy m n nh t thay i qua cc nm. Tuy nhin,
ngnh gii kht c nh gi l ngnh khng b nh hng bi s khng hong
kinh t m cn tng trng nhanh v mnh. Nhng i vi Cng ty c phn nc
khong Khnh Ha th b nh hng tng i vo nm 2008 l do nhng
nguyn nhn no? V chng ta cng nhau xem xt trong h thng phn phi c s
nh hng nh th no. Nhng trc khi n vi h thng phn phi ca Cng ty
th chng ta s xem xt.
Thc trng h thng phn phi hin nay
Trong mi trng kinh doanh hin i, c c mt h thng phn phi
mnh v rng khp lun l li th ln ca doanh nghip trong cnh tranh. Do vy
cuc chin ginh knh phn phi lun din ra si ng gia cc doanh nghip, c
bit l khi c s tham gia ca cc i th n t nc ngoi vi tim lc mnh
hn. c nh gi l mt th trng y tim nng, c tc tng trng ca cc
knh phn phi hin i hng nm khong 15%-20%, Vit Nam ngy cng thu ht
nhiu doanh nghip nc ngoi. Vi tim lc mnh, nhiu kinh nghim cc doanh
nghip ny tm nhiu cch thc nhanh chng m rng v pht trin h thng
phn phi. Khng ch nhanh chng m rng kinh doanh v tng th phn, cc
doanh nghip nc ngoi cn to ra sc p ln i vi cc doanh nghip trong
nc. Cc chnh sch u i v linh hot v chit khu, thanh ton, h tr bn
hng cng gip cc doanh nghip ny p o sn phm, thng hiu ca cc doanh
nghip trong nc. Bn cnh , tm l snh ngoi ca ngi tiu dng trong nc
cng l mt yu t khin cc i l, siu th, trung tm mua sm dnh nhiu u tin
cho cc thng hiu nc ngoi Hu qu l th phn ca doanh nghip b thu
hp, doanh s v li nhun st gim, doanh nghip phi chu nhiu thit hi v ti
chnh trong qu trnh u t v pht trin h thng phn phi. Thm ch nu doanh

56

nghip khng tim lc thc y cc knh phn phi hoc khng c nhng
chnh sch kp thi th rt d bin mt trn th trng.
Bn cnh hin ti h thng phn phi Vit Nam ang chu nhng thch
thc chnh l:
- Kt cu h tng thng mi cn yu, thiu ng b v thiu lin kt trong h
thng. (Thiu qui hoch tng th v khu thng mi, mt cn i cung cu trong
mt bng bn l. H thng qun l, h thng cng ngh thng tin lc hu cn phi
nng cp kp thi.)
- Phng thc kinh doanh lc hu, t pht v thiu tnh chuyn nghip.
- Trnh nhn lc v i ng qun l cn yu khng bt kp vi xu hng ca
th gii v tin trnh hi nhp.
- Thng tin th trng mang tnh h thng chm, thiu cng khai v minh bch.
- S hin din ca cc nh phn phi chuyn nghip nc ngoi khi m ca hon
ton th trng.
Kh khn l vy, nhng trong cuc cnh tranh gi vng h thng phn
phi, ginh th ch ng trn thng trng nhiu doanh nghip trong nc
thnh cng. Mt s doanh nghip nghin cu h gi thnh sn phm cng nh a
ra cc chnh sch h tr bn hng cho cc i l phn phi. Cc doanh nghip khc
khng i u trc tip vi cc i th ngoi m tch cc xy dng v pht trin
mt i ng bn hng, tip th trc tip n ngi tiu dng gim ph thuc vo
h thng phn phi. Vic m rng th trng ra nhiu vng nng thn vi nhng
sn phm ph hp vi ngi tiu dng cng l chnh sch c nhiu doanh
nghip p dng. V hin nay cc nh phn phi v bn l trong nc lin minh,
lin kt vi nhau chng li cc tp on phn phi nc ngoi.
V phn tip theo chng ta hy cng nhau phn tch chnh sch phn phi
ca Cng ty C phn nc khong Khnh Ha lm nh th no c th cnh
tranh trong th trng hin nay.

57

CHNG III: PHN TCH CHNH SCH PHN PHI CA CNG TY.
III.1. Cc nhn t nh hng n h thng phn phi sn phm ca Cng ty:
III.1.1. Nhn t thuc mi trng v m:
.a iu kin t nhin
Nc ta c khong 350 m nc khong ti 21 tnh c tr lng rt ln, c
37 m c khai thc hnh thnh rt nhiu nhn hiu nc khong khc nhau.
V nh Thnh l ngun ti nguyn qu gi do thin nhin ban tng cho Khnh
Ha, tr lng khai thc hng nm c th t 500m3/ ngy m gip cng ty c th
m rng ti a cng sut khai thc nn c th p ng nhu cu ca ngi tiu
dng. V c nh gi l nc khong c cht lng cao theo ti liu ng
HS.Fontaine phn tch nn y l th mnh ca cng ty cnh tranh vi cc sn
phm khc v cht lng. Ngoi ra nh Thnh nm Din khnh c giao thng
thun li cho vic phn phi i khp ni. Cng ty nn tn dng li th cnh tranh
ny trong chnh sch phn phi.
.b Mi trng vn ha x hi:
Trnh dn c c bit c tc ng n hot ng kinh doanh ca Cng ty
ni ring cng nh nn kinh t ni chung. Trnh dn tr c nh hng ln n
nhu cu, cch thc v thi quen tiu th sn phm m nc l mt trong nhng
nhu cu cp thit ca cuc sng nn c rt nhiu ngun p ng. Khi trnh
nng ln th ngi dn h s la chn sn phm tt cho sc khe v bo v mi
trng.
Mt vn cng c ch trong vic qun l c hiu qu l vn v
gii tnh. Mi gii c nhu cu v vt cht v tinh thn khc nhau, chnh v vy
mi th trng Cng ty phi tm hiu k v gii tnh c nhng chnh sch v sn
phm v bn hng hp l. Cn i vi lc lng lao ng trong Cng ty th cn c
nhng chnh sch v ngh ngi v lao ng hp l thc y h lm vic v cng
hin ht mnh cho Cng ty.
S i mi v dn s gia cc vng s lm thay i mt tiu th cc
khu vc khc nhau, v vy h thng phn phi tng th trng s khc nhau. Mc

58

d kinh doanh sn phm thit yu nhng Cng ty cng cn nghin cu v tui,

trnh gio dc ca dn c, v nhng yu t ny s hnh thnh nn nhng nhm
tiu dng khc nhau v nhu cu, v quan im, v thi thnh ph ln ( Nha
Trang, Tp HCM, Nng) th sn phm nc khong Vikoda th c a
chung hn cc tnh, th trng Ty nguyn v th chnh sch phn phi sn phm
ca cng ty cn quan tm hn na. c bit, ngi tiu dng s yu cu nhiu hn
v thng tin v dch v t tt c cc thnh vin ca knh. Nh l h s mun bit
nhiu hn v cht lng sn phm, k thut, cc dch v sau bn hng Cng ty
cn c c nhng thng tin v vn ny v n gip cho Cng ty, c bit l
nhng ngi lnh o Cng ty c nhn thc v mi trng vn ha x hi nh
hng n knh phn phi khi cc knh hot ng cc nn vn ha khc nhau.
T Cng ty mi c th m rng cc knh phn phi ra nhng mi trng mi
v l c.
b. Mi trng kinh t:

T l tng trng kinh t:

T l tng trng kinh t ca Vit Nam nm 2009 l 5,32%, c s tng

trng dng, c du hiu dn phc hi v vt qua cn khng hong kinh t th
gii. V theo d bo ca WB ngy 3/6/2010 th Vit Nam c mc tng trng 7%
nn nm nay Vit Nam s c mt nm tng i thnh cng. Ch s tiu dng CPI
tng ln cho thy nhu cu tiu th tng ln. y l iu kin thun li cho Cng ty
trong vic pht trin sn xut kinh doanh v m rng th trng tiu th thng qua
mng li phn phi ca mnh. Mc d sn phm nc khng b nh hng nhiu
v t b nh hng v cu nhng khi kinh t phc hi tr li th s c nhiu cng ty
nhy vo th trng v cng ty nn a dng ha sn phm p ng nhu cu ca
tng th trng hp l v hiu qu.

Li sut:

Trc tnh hnh lm pht v khng hong kinh t, nm 2009 nh nc c

gi h tr li xut 4% v chnh sch min, gim, gin thu cho doanh nghip v
nm 2010 do tnh hnh bi chi ngn snh nh nc nn nh nc khng cn h tr
li sut na m li sut c t do v mc li sut c bn nm 2010 l 8%. Cho

59

thy cng ty phi c chnh sch phn phi hiu qu hn na tng sn phm tiu
th, s dng tt ng vn vay hn na. Tng cng tiu th cc sn phm chai pet
gim thu hi v, bao b, tng nhanh sn xut v gim cc khon n kh i
tng vng vn.

Lm pht:

Tnh hnh lm pht din ra si ng v bin i lin tc qua cc nm, nm

2007 lm pht nc ta mc phi m nhng nm 2008 khng hong ti chnh ton
cu din ra lm cho lm pht gim xung v c nguy c gim pht, nm 2009 lm
pht din ra bnh thng mc mt con s. Tuy nhin, theo cc d bo hin nay
th nm 2010 lm pht bt u tng tr li, lm nh hng n gi c nguyn vt
liu. V vy, Cng ty nn c k hoch thu mua nguyn vt liu v vn chuyn hng
ha hp l khng lm tng chi ph v nh hng n sn lng tiu th.
c. Mi trng chnh tr - php lut:
S n nh ca mt Quc gia cng nh s nht qun ca th ch chnh tr,
php lut c vai tr c bit quan trng i vi s pht trin kinh t ca Quc gia
. Nhng quy nh v hn ch ca lut php cng nh hng n thit k knh.
B Cng Thng va ban hnh Quyt nh s 2435 ph duyt quy hoch pht
trin ngnh bia- ru-nc gii kht n nm 2025. Theo , n nm 2010,
ngnh ny s t sn lng 2,5 t lt bia, 80 triu lt ru cng nghip, 2 t lt nc
gii kht, kim ngch xut khu 70-80 triu USD. Nh nc khuyn khch cc
thnh phn kinh t u t sn xut nc gii kht vi thit b, cng ngh hin i,
m bo v sinh an ton thc phm v bo v mi trng. V th Cng ty nn u
t nhiu hn na vo trang thit b hin i tng sn lng sn phm sn xut ra
v Cng ty nn c chnh sch phn phi tng sn phm, tng th trng cho ph
hp, p ng tt nhu cu ngi tiu dng. Bn cnh chnh sch m thng
thong cho cc doanh nghip nc ngoi vo u t s tn cng, lm cho vic
phn phi s cnh tranh gay gt hn v h c kinh nghim, tim lc ti chnh
mnh. V th Cng ty nn c chnh sch phn phi ph hp v hiu qu hn.
d. Cng ngh:
i mi cng ngh l vic quyt nh s sng cn ca bt k Cng ty no ni
chung v Cng ty C Phn Nc Khong Khnh Ha ni ring. Nu mun tn ti

60

c trong nn kinh t th trng cnh tranh hin nay, khoa hc k thut pht trin
lm cho sn phm a dng v rt ngn vng i sn phm, t c nhiu c
hi cho nhng Cng ty ln, c u t cng ngh hin i cho ra nhiu sn phm
cao cp phc v nhu cu phong ph ca ngi tiu dng.
Mt khc, do cng ngh pht trin vi thu nhp tng lm cho s cnh tranh v
gi chuyn sang cnh tranh v sn phm. N tr thnh nguy c cho nhng Cng ty
khng kp thi u t pht trin sn phm. V th cng ty nn u t trang thit b
cho kp thi v ph hp c th gi vng v pht trin thng hiu trong thi
gian ti.
III.1.2. Nhn t thuc mi trng vi m:
a. Khch hng:
Khch hng l nhng ngi tiu th sn phm, l yu t quyt nh u ra
ca Cng ty. Do , trong cng tc xc tin bn hng ca Cng ty cn ch n
cng tc thu ht khch hng. Khch hng ca Cng ty l tt c cc thnh phn
trong x hi, bao gm cc khch bnh dn, khch thnh th, khch du lch, khch
hng l cc t chc, cc c quan, cc trung gian i l, cc nh bn bun, bn l
Hin nay i tng khch hng ca Cng ty rt a dng v c im v nhu cu,
iu ny i hi Cng ty cn c nhng chnh sch ph hp i vi s thay i nhu
cu ca tng i tng khch hng.
b. i th cnh tranh:
Vic phn tch i th cnh tranh l nhm nm bt c im mnh, im
yu ca i th t xc nh i sch kinh doanh thch hp nhm to th ng
vng mnh trong mi trng kinh doanh si ng hin nay. Nhng v cng ty kinh
doanh sn phm thit yu nn c rt nhiu i th cnh tranh v th cng ty khng
nn c chy theo i th no c m nn ci tin cht lng sn phm, a dng ha
v c chnh sch tip cn khch hng mt cch hp l nht.
i th cnh tranh trc tip vi sn phm ca Cng ty c hn 20 nhn hiu
nc khong ng chai khc nhau nh: Vnh Ho, Thch Bch, Chnh Thng, Ph
Sen, Lavie, Sana Khnh Ha th trng trng im ca Cng ty ang i mt
vi i th cnh tranh nng k l nhn hiu Lavie, Sanna ca Cng ty Yn So

61

Khnh Ha. Mc d nc khong Sanna mi ra i mt nm nhng n c tim lc

ti chnh mnh nn n gy ra khng t nh hng n doanh thu tiu th ca cng
ty.
Bn cnh nhng nhn hiu cng loi sn phm ca Cng ty cn phi cnh
tranh vi cc nhn hiu nc lc, nc ung tinh khit nh nhn hiu Aquafina
ca Pepsi, Joy ca Coca_cola...ngy cng cnh tranh gay gt, ranh gii gia nc
tinh khit v nc khong ang dn b xa b v cng l sn phm khng mi,
khng v nn lm tng s lng i th i u trc tip. Th trng v th cng
phc tp trong chiu thc cnh tranh v quyt lit hn v mc hn thua. Ngoi
ra, sn phm ca Cng ty cn phi cnh tranh vi cc loi nc ung thay th nh
cc loi nc ngt, nc p tri cy ca Tribeco, Coca, PepsiV cc c s sn
xut kinh doanh nh l, cc c s hng nhi hng km cht lngV li th h
thng phn phi ph rng kt hp vi qung b t s lm cho vic cnh tranh,
ginh th phn tt hn.
III.2. nh gi cng tc thit k v la chn knh phn phi ca cng ty:
III.2.1. Xc nh mc tiu v nhng yu cu bt buc:
Hin ti th trng trng im ca Cng ty l th trng Nam Min Trung
v Ty Nguyn, Cng ty ang hng ti gia tng th phn ti th cc th trng
min Bc v min Nam. T mc tiu trn, Cng ty nhn nh vai tr quan trng
ca h thng phn phi sn phm i vi s pht trin ca Cng ty, ban lnh o
Cng ty rt ch trng trong vic thit k v la chn knh phn phi vi k vng
c knh phn phi tt s thun tin trong vic tiu th sn phm v p ng nhu
cu ca khch hng. V theo chin lc Marketing mix th mun dn u th
trng Khnh Ha v Min Trung trong vi nm ti nn Cng ty la chn knh
phn phi da trn nhng cn c sau:

Sn phm ca Cng ty l mt loi thc phm, c th l nc ung, bao

gm nc ung ng chai, c c chai thy tinh, chai nha v nc ung bnh,

chnh v vy vic vn chuyn v bo qun tn kho sn phm phi ht sc cn thn.

62

Khch hng ca Cng ty l tt c cc i tng t i l n ngi tiu

dng cui cng chnh v vy m Cng ty c lng khch hng rt ng o v

mang nhiu c im khc nhau.

V qun l knh phn phi thng qua nhn vin th trng v gim st

th trng.
Cng ty hot ng trn nguyn tc tun th y v nghim tc cc quy nh ca
php lut Vit Nam.
III.2.2. Phn tch mc m bo dch v m khch hng mong mun:
Vi nhng c im v sn phm, Cng ty xc nh r khch hng mc tiu
ca mnh l tt c cc i tng trong x hi, h c th mua trc tip t Cng ty
hay qua cc trung gian.
III.2.2.1. nh gi cng tc t chc giao nhn v vn chuyn hng ha:
a. X l n hng:
Vi phng chm gim chi ph n mc ti thiu v lm hi lng khch
hng mc ti a, trong cng tc x l n hng ca khch hng Cng ty c s
phn chia cng vic mt cch c th cho tng phng ban v rt ngn qui trnh x
l n hng. Hin nay qui trnh x l n hng ca Cng ty c thc hin nh
sau:
Cng vic

Thng tin, d
liu

Bn fax, in
Nhn n thoi t i l,
t hng
nhn vin th
trng
Sn phm tn
kho, k hoch
sn xut
Cng n hin
ti: bao b, tin.
Xem xt cc nh mc cng
thng tin
n
Thng tin ca
nhn vin th
trng, cam kt

Quyt nh

Ngi
thc hin
quyt nh

Cp nht thng tin vo phiu nhu

cu hng
C sn phm: thc hin bc tip
theo
Cha c sn phm: thng bo li
ngy giao hng cho i l
Trong nh mc: lp chng t giao
hng
Ngoi nh mc: lp phiu xem xt
cng n, trnh trng phng
Kh nng thu hi cng n c:
quyt nh giao hng, ghi v k trn
phiu xem xt cng n

Nhn vin
bn hng

Trng
phng tiu
th

63

ca i l
Thng tin v th
trng, i th
cnh tranh
Vn bn, phiu
xem xt cng
Lp chng n c duyt
t giao hng v ch o

Kh nng kh thu hi cng n: chi

kin, trnh ph gim c kinh
doanh
Quyt nh giao hng hay khng
trn c s chin lc pht trin, s
cn thit chp nhn ri ro
Lp chng t giao hng khi lnh
o duyt
Thng bo li cho khch hng cc
yu cu cn b sung

Ph gim
c kinh
doanh
Nhn vin
bn hng

S III.2.2.1: Quy trnh x l n hng.

Theo s trn, qui trnh x l n hng ca Cng ty c tm gn li nh
sau: Hng ngy nhn vin bn hng nhn n t hng t pha i l hoc nhn
vin th trng ca Cng ty cp nht thng tin vo phiu nhu cu mua hng, sau
s xem xt tnh hnh sn xut, mc tn kho, k hoch sn xut ca Cng ty v
tnh hnh cng n hin ti ca khch hng. Trng phng tiu th s xem xt tnh
hnh kh nng thu hi cng n ca khch hng. Ph Gim c kinh doanh s
quyt nh vic giao hng. Nhn vin bn hng s lp chng t giao hng cho
khch hng v thng bo nhng thng tin cn thit cho khch hng.
i vi mi n t hng vic xem xt cc yu t nh tnh hnh sn xut,
mc tn kho, tnh hnh cng n ca khch hngu rt n gin v nhanh
chng, chnh v vy qu trnh x l n hng ca khch hng c x l rt nhanh.
Do thi gian t khi khch hng yu cu t hng cho ti khi nhn c hng
thng c rt ngn li, to uy tn i vi khch hng v lm hi lng khch
hng.
b. Hot ng lu kho:
m bo cung cp hng ha y v kp thi cho khch hng, Cng ty
ht sc ch n hot ng d tr hng ha vi mc tiu m bo cn i gia
mc phc v khch hng v chi ph phn phi.
Vi mt bng rng ln, nm trong khu vc rng ni nn rt thun tin cho
vic xy dng h thng kho bi m bo d tr hng ha. Ngoi ra ti cc th
trng tiu th, Cng ty u c h thng kho bi.

64

Tuy nhin Cng ty lun c gng bo m cn i gia khi lng hng tiu
th v sn xut ra gim chi ph tn kho xung mc ti thiu.
c. Vn chuyn hng ha:
Hin nay sn phm ca Cng ty ang c mt trn khp c nc v c phn
phi qua h thng cc i l, cc ca hng, cc trm phn phi v cc chi nhnh
ca Cng ty. Hng ha c chuyn ti cc chi nhnh, cc trm phn phi, cc ca
hng tiu th ca Cng ty bng h thng xe ti ca Cng ty. Vic vn chuyn hng
ti cc i l cc th trng th Cng ty c th vn chuyn bng xe ca Cng ty,
nhng cng c khi xe ca i l n kho ca Cng ty nhn hng, iu ny ty
thuc vo hp ng gia Cng ty v i l tiu th. i xe ca Cng ty s chuyn
hng t ni sn xut ti cc ca hng, cc chi nhnh, cc trm phn phi ca Cng
ty. Chnh s ch ng v cc phng tin vn chuyn m Cng ty lun m bo
cung cp y hng ha cho cc a im tiu th v ch ng trong vic tnh
cc ph vn chuyn.
Qua qu trnh nghin cu v nhu cu khch hng hay kh nng cung ng ca
Cng ty c bng nh gi sau:
Tiu ch

M t

nh gi

Ty theo nhu cu, cc knh phn phi cho

Kh tt. V a s

nh gi
Quy m l

php khch hng c th mua vi s lng ln, cc chi nhnh c

nh khc nhau trong mt t.

s cn nh.

Thi gian i Khch hng c th nhn hng trong ngy hoc Tt. Cng ty c v
trong vng 1 n 4 ngy ty theo a im tr a l tt cho
giao hng gn hay xa.

vic vn chuyn.

a im

Cng ty c h thng 5 chi nhnh,5 trm phn Kh tt.

thun tin

phi v hn 200 i l to iu kin thun li

cho khch hng mua hng v vic Marketing
trc tip to iu kin d mua hng.

Sn phm a

Hin nay cng ty ang c h thng sn phm Trung bnh. V a

65

dng

a dng v chng loi. Tt c cc loi sn dng khng ni

phm u c mt trong tt c cc cp ca bt nn tn ti, sn
knh phn phi

xut

trong

thi

gian ngn.
Dch v h

Sau khi giao hng cho khch hng, cng ty Trung

bnh.

tr

lun quan tm, ty thuc vo tng i tng nhn

vin

th

khch hng m cng ty c hnh thc h tr trng cn t v

hp l, to s thin cm ca khch hng i cha
vi cng ty.

hon

ton

chuyn nghip.

III.2.3. Xc nh cc phng n knh ch yu:

Cc loi hnh trung gian: Chin lc knh phn phi v cc loi trung gian

l doanh nghip s dng knh phn phi trc tip t lc lng bn hng v lc
lng trung gian.

Lc lng bn hng ca Cng ty: Vic pht trin lc lng nhn vin th

trng, nhn vin bn hng trc tip ca Cng ty c phn cng cho cc i din
bn hng ph trch nhng a bn tip xc vi tt c nhng khch hng hin ti
v tng lai trong khu vc. Hin ti cng ty c s lng nhn vin bn hng trc
tip theo bng sau:
Bng III.2.3: Bng lc lng bn hng, tip th ca Cng ty tng th trng

Th trng
Min Bc
Bc Min Trung
Nam Min Trung
Ty Nguyn
Min Nam
Tng cng

Nm
2007
1
3
52
14
12
82

Nm
2008
1
3
52
15
13
84

Nm
2009
1
3
52
15
14
85

Chnh lch
2008/207
Gi tr
T l
0
0.00
0
0.00
0
0.00
1
7.14
1
8.33
2
2.44

Chnh lch
2009/2008
Gi tr
T l
0
0.00
0
0.00
0
0.00
0
0.00
1
7.69
1
1.19

Ngun: Phng tiu th

Lc lng trung gian ca Cng ty: ch yu l cc i l, cc ca hng,

ngoi ra cn c cc trm phn phi, cc chi nhnh, nhng nh bn bun, bn l

66

S lng ngi trung gian:

Vi c th ca ngnh nc gii kht l khi lng nhu cu rt ln v cng

thun tin cng tt, Cng ty lun c gng sn phm ca mnh c mt nhiu ni,
nhiu ca hng. Vi chin lc ny, Cng ty mong mun rng khch hng c th
mua c sn phm bt c ni u v bt c khi no khch hng mun. Hin
nay hu ht cc th trng u c t 2 i l tr ln khch hng c th d dng
tip cn vi sn phm ca cng ty.
III.2.4. nh gi cc phng n knh ch yu:

Tiu chun kinh t: Vic la chn phn phi hng ha qua trung gian

(i l, nh bn bun, nh bn l) s gip Cng ty gia tng khi lng sn phm

tiu th v chi ph b ra t hn so vi vic Cng ty xy dng cc chi nhnh v cc
trm phn phi ring v em li li ch nhiu hn v tiu th sn phm.

Tiu chun kim sot: Vic thit lp chi nhnh mi khu vc l mt

trong nhng cch thc c th thu thp c nhng thng tin chnh xc t th
trng, to iu kin thun li cho vic tm hiu thng tin sn phm ca khch
hng v v mc tiu lu di ca ban lnh o m s c k hoch qun l tng th
trng khc nhau. Nh mc tiu xy dng chi nhnh ti Tp HCM v Lm ng
mc d chi ph xy dng chi nhnh ban u cao hn rt nhiu so vi qua trung
gian phn phi nhng v lu di th hai th trng ny rt tim nng v s em li
li ch ln hn. Tuy nhin, cc chi nhnh ca cng ty vn cha pht huy ht vai tr
kim sot, vic cp nht thng tin cn chm do thiu nhn s v nng lc cn km.

Tiu chun thch nghi: Vic la chn hnh thc phn phi kt hp gia

cc trung gian bn ngoi v lc lng ca Cng ty s gip Cng ty thch nghi c

vi nhng bin i khng ngng ca th trng. Nn ngoi 5 chi nhnh 5 th
trng th mi th trng u c nhn vin bn hng v nhn vin th trng gip
cc ca hng, i l gii thiu sn phm v h tr thng tin cho h.
Knh phn phi truyn thng ca cng ty ch yu l knh gin tip thng qua
cc i l, cc im bn l v mt phn l knh trc tip ch yu l cc c quan,
trng hc, cn-tin, nh hng, khch sn ln, cc im du lch
Cc knh ch yu ca cng ty l:

67

Knh khng cp :
Cng ty

Ngi tiu dng

knh cp 0 ny Cng ty bn sn phm trc tip ti ngi tiu dng thng

qua h thng ca hng, chi nhnh v trm phn phi ca Cng ty tng khu vc
th trng. V cng ty thng bn trc tip th trng Khnh Ha cho cc c
quan, trng hc, nh hng, khch sn
u im: thng tin t cng ty ti khch hng c truyn t y v r
rng hn v ngc li nhng phn hi t pha khch hng i vi sn phm ca
Cng ty cng c cp nht mt cch kp thi v chnh xc hn.
Nhc im: kh nng phn phi khng bao qut c ton b th trng, chi
ph m chi nhnh v ca hng ln, hng ha kh thm nhp c vo tng
ngc ngch ca th trng.

Cng ty

Cng ty

Knh cp 3:
i l

V tinh

Trm,chi nhnh

Ngi bn l

Ngi bn l

Ngi tiu dng

Ngi tiu dng

Theo knh cp 3 ny th hng ha ca Cng ty c bn thng qua trung gian

l cc i l, t cc i l ny hng ha c phn phi ti cc nh bn bun, bn
l n tay ngi tiu dng. Thng qua trung gian i l, v tinh l hnh thc
c cng ty p dng hu ht cc th trng xa cng ty khng c kh nng nhn
hng ti cng ty, v thng qua trm phn phi p dng cho th trng Nha Trang
v Tp HCM. Nh vy kt hp vi nhiu hnh thc khc nhau s gip sn phm n
tay ngi tiu dng mt cch nhanh chng v th cng ty p dng chnh sch phn
phi t, nhng hin nay cng ty ang phi hp cc i l trin khai bn c
quyn sn phm cng ty nh th trng Nng cng ty p dng phn phi c
quyn thng qua i l c quyn Thanh Hi.
u im: hng ha s c giao ti ngi tiu dng cc khu vc khc nhau
v c phn phi rng khp nh vo h thng cc nh bn bun v bn l, khi
lng tiu th ln. T cc trung gian l ngi bn bun, bn l c th qung b
thng hiu ca Cng ty nhng vng xa trung tm.

68

Nhc im: do hng ha c i qua nhiu tng nc nn nhiu khi thng tin
v sn phm n ngi tiu dng b sai lch, khng r rng, ng thi thng tin
phn hi t khch hng cng khng cp nht v chnh xc.
Hot ng phn phi ca Cng ty theo s sau:

Cng ty

Ca hng, chi nhnh

Trm phn phi

i l

Ngi bn bun

Ngi bn l

Ngi tiu dng

S III.2.4: Tng quan h thng phn phi ca Cng ty
Theo s III.2.4 ngi tiu dng cui cng c th mua c sn phm bt
k a im no, t cc ca hng, cc chi nhnh, cc trm phn phi ca Cng ty,
cc i l, cc nh bn bun, nh bn l. Vi h thng knh phn phi nh trn,
hin nay sn phm ca Cng ty ti tay ngi tiu dng khp ni trn ton
quc, c nhng vng su vng xa thng hiu nh Thnh Vikoda ang c
ngi tiu dng bit ti. Bn cnh , mc d th trng ca Cng ty l rt rng
nhng ban qun l Cng ty vn c th qun l c rt tt cc thng tin v th
trng, v khch hng, v i th mt cch chnh xc nhng vn khng lng ph
chi ph ca Cng ty.

69

c th thy r hn v hot ng ca h thng phn phi ca Cng ty, ta c

th theo di bng s lng cc trung gian ca Cng ty trong 3 nm gn y nh
sau:
Bng III.2.4: S lng cc trung gian ca Cng ty qua 3 nm.
Chnh lch

Nm
Loi hnh

Nm 2007

Nm 2008

Nm 2009

2008/2007

2009/2008

Chi nhnh

Trm

210

233

246

23

13

90

100

107

10

i l
Ca hng

Ngun: Phng tiu th

Theo bng trn ta thy: trong s h thng phn phi ca Cng ty, Cng ty
s dng mt s lng ln cc ca hng v cc i l bn hng thay v s dng cc
chi nhnh v cc trm phn phi ca Cng ty. Mt trong nhng nguyn nhn ca
vn ny l do chi ph thit lp chi nhnh v trm phn phi thng kh cao,
hn na nhiu th trng th khng cn thit phi m chi nhnh. Chnh v vy,
vic s dng cc i l, cc ca hng l cch tt nht a sn phm ti tn tay
ngi tiu dng m khng phi tn qu nhiu chi ph. Hin ti c 5 chi nhnh l:
Qung Ngi, Ph Yn, k Lk, Lm ng, Thnh ph H Ch Minh. V Khnh
Ha l th trng trng im nn h thng phn phi rng khp, tp trung cc trm
v ca hng gii thiu sn phm l: Cng ty Din Tn, Vn Ninh, Din Khnh,
Cam Ranh, Phng Cu, Vnh Hi. Bn cnh Khnh Ha c hn 1200 im
bn l v gn 120 i l chuyn bn s l sn phm ca cng ty chim gn s
ca hng i l ca cng ty.
S lng cc i l v cc ca hng ngy cng tng, chng t mng li phn
phi ca Cng ty ngy cng bao ph th trng trong Ton quc. Ta c th thy th
trng tiu th hin nay ca Cng ty qua bn sau:

70

S III.2.4: Th trng tiu th ca Cng ty.

Nhn vo bn trn ta c th thy rng hin nay sn phm ca Cng ty
c mt ti hu ht cc tnh thnh trn c nc t Bc ti Nam. V trn cc tnh,
thnh sn phm ch yu c phn phi thng qua h thng cc i l. Cng ty
phn chia th trng tiu th ca mnh theo khu vc nh sau:
Th trng Min Bc: Th H Ni
Th trng Bc Min Trung: t Ngh An n Qung Tr.
Th trng Nam Min Trung: Nng, Qung Ngi, Bnh nh, Ph
Yn, Khnh Ha, Ninh Thun, Bnh Thun.
Th trng Ty Nguyn: Daklak, Gia Lai, Kom Tum, Lm ng.
Th trng Min Nam: Bin Ha, Bnh Phc, B Ra_Vng Tu, Tp
HCM v Min Ty.
Trong , th trng trng im (th trng sn nh) ca Cng ty l th trng
Nam Min Trung v Ty Nguyn (doanh s trn 80%). Ti th trng Min Bc v
Min Nam sn phm ca Cng ty cha c ngi tiu dng bit n nhiu, chnh

71

v vy trong thi gian gn y bn cnh vic cng c th trng trng im ca

mnh Cng ty cn quan tm n vic m rng th trng ra khu vc pha Bc v
pha Nam.
III.3. nh gi cng tc qun l knh phn phi:
III.3.1. Tuyn chn cc thnh vin knh:
Vi c th ca ngnh nc ung nn s lng khch hng rt ln v i
tng khch hng l rt a dng, v th hnh thc bn hng thng qua h thng i
l l rt quan trng. Mc d mi khu vc Cng ty u c nhng chi nhnh, tuy
nhin t nhng a im ny hng ha khng th ti ni tiu th mt cch nhanh
chng v kp thi c. T nhng i l phn phi, hng ha c th chuyn ti tt
c cc i tng khch hng bt k a im no, chnh v vy m i l l mt
xch rt quan trng trong h thng phn phi ca Cng ty. V vic tuyn chn i
l ca cng ty cng thng qua mc ch, yu cu v tiu chun c th tng th
trng, nh Nha Trang hin nay mun lm i l ca cng ty th doanh thu hng
thng mang li 5 triu v v tr a l thun liV vic thit k, la chn v qun
l ty thuc vo nhn vin th trng khu vc , mi nhn vin c cch qun l
v la chn khc nhau nn khng c s ng b. Doanh nghip kh nm bt chnh
sch v thc tin phn phi m ch cn bit hng bn c nhiu v tng li nhun
l c. Nn khi nm 2008 khi cc th trng Ty nguyn v Min Nam nhu cu
gim xung m nhn vin th trng khng bit v cng ty khng c chnh sch
qun l phn ng tt trc s thay ca mi trng.
III.3.2. ng vin cc thnh vin knh:
Cng ty c chnh sch u i i vi cc trung gian, t i l n cc ca
hng, cc nh bn bun v nh bn l. Cng ty s dng nhiu hnh thc u i
khc nhau cho ph hp vi tng trung gian, v d nh chnh sch v sn phm,
chnh sch v gi, chnh sch ti tr v h tr trung gian bn hng, chnh sch v
thanh ton
Chnh sch u i v sn phm: Ty thuc vo c im ca trung gian ,
tha thun gia Cng ty v trung gian phn phi, Cng ty s h tr trung gian
bng sn phm hoc da trn doanh s tiu th ca trung gian. Nh h tr cho h

72

bng hiu, chit khu theo sn lng hay doanh s, hoa hng hng theo chit
khu % trn doanh thu (0,5% Doanh thu thc np qu, nm v 1%/ doanh thu np
thng) v thu hi bao b nhanh hn th chit khu 300 / kt v/ thng. Hay
khuyn mi bng vt phm, h tr i l t lnh, t ng, t ng hay h tr chi
ph bn hng (ti tr bng hi u n trang tr, v t phm qung co, k t trng by
hng, thit b tr hng, phng ti n chuyn ch, tin thu m t bng); thc hi n
cc chng trnh khuyn mi bng cc phn thng qu gi dnh cho khch hng
t doanh s ln ca c nm nh: cc chuyn i du lch trong v ngoi nc,
Ngoi ra tu tnh hnh th trng (dp l, xun, h), tnh hnh cnh tranh m Cng
ty tin hnh cc chng trnh khuyn mi ngn hn i vi i l theo sn lng
tiu th.
Nh l: + Chai thu tinh:
Sn lng tiu th/thng (chai)

Mc hoa hng (ng/chai)

20.000 n 30.000

140

30.000 n 40.000

280

> 40.000

350

+ Chai nha:
i l

Loi sn
phm

Mc hoa hng
(ng/chai)

Bn c quyn sn phm ca cng ty

1,5 lt
0,5 lt
Bn nhiu loi nc khong chai nha khc
1,5 lt
nhau
0,5 lt
+ Mc chit khu theo doanh s tiu th:
Doanh s quy nh tng thng

250
200
150
100

T l chit khu( % )

> 10 triu ng

05

05 - 10 triu ng

03

< 05 triu ng

Khng chit khu

Chnh sch u i v gi: Thay v vic u i bng sn phm, i vi mt s trung

gian Cng ty s dng chnh sch u i bng gi da trn s lng mua hng ca
trung gian. V ty vo th trng m c mc h tr gim gi khc nhau v ty theo
loi sn phm m c chnh sch h tr gim gi trc tip theo tng th trng, thi
im ho c theo cp i l

73

Nh chng trnh khuyn mi v gi thng 12/2008 nh sau:

Th trng
Daklak

Hnh thc khuyn mi

Gim 7%: Vikoda (0.5l, 1.5l, 5l), Ngt 430, Sumo pet
Gim 10%: Lt 430, Ngt 295, Vikoda 0.33ml, Sumo chai.

TP H Ch

Mua 15 bnh 5 gallons tng 1 bnh (chi tng nc)

Gim 5%: Sumo pet, bnh 5 gallons

Minh

Gim 17%: Lt 430, Ngt 295

Gim 10% : Vikoda (0.33 5l)
Gim 15%: bnh 2 gallons

Lm ng
Hu, Qung

Gim 20%: Pet gaz (24 chai/thng)

Gim 10% tt c cc loi sn phm
Lt 430,330: Mua 4 kt tng 1 bt bi hoc 1 qut ga

Ngi, Qung

Mua 40 45 tng 1 khay nh Thnh

Bnh
Nha Trang

Mua 60 65 tng 1 o ma hoc 1 hp ly 6 ci

nh Thnh ngt: gim 3.600/kt
Sumo 295: gim 4320 /kt
Sumo pet: gim 4680 /thng

Trm Cam

Mua 10 thng Vikoda tng 1 thng

Gim 30% : nc khong nguyn cht

Ranh
+ Chng trnh khuyn mi ca tr xanh Vikoda cho khch hng trn ton
quc (Thng 04/2009): mua 5 thng tng 1 thng.
Giao hng: cng ty c chnh sch giao hng ty theo nhu cu ca cc i l,
bn s l n trc tip cng ty hay trm phn phi nhn hng. V u tin cho cc
i l c xe v hng mc gi B v nu khng c xe th cng ty s ch n tn ni
vi mc gi A (B+ chi ph vn chuyn). Chnh sch giao hng linh hot cho cc i
l c th t v nhn hng nhanh chng.
Bn cnh Cng ty cn c chnh sch h tr cho cc trung gian trong vic
trc tip bn hng, hnh thc ny thng p dng cho nhng a im bn hng
trc tip nh cc nh hng, qun x. nhng a im ny Cng ty thng h tr
bng hiu, bng rn v dng c bn hng, mt s a im th c ti tr bng tin,
iu ny ty thuc vo hp ng gia cng ty v a im bn hng.

74

Bi v mi trung gian trong h thng phn phi, h u l mt khch hng

ca Cng ty v h c nhng nhu cu, mong mun khc nhau. Chnh v vy, to
mi quan h tt gia Cng ty v trung gian phn phi, Cng ty lun tm hiu k
nhu cu v mong mun ca h c th thng lng a ra hng gii quyt
tt nht to s thoi mi trong qu trnh hp tc lm vic cho c hai bn.
III.3.3. Cng tc nh gi cc thnh vin ca knh
Vic nh gi cc thnh vin ca knh theo nh k s gip nh sn xut c
phng n, bin php khc phc nhng trung gian hot ng km hiu qu. Cng
ty thng nh gi cc thnh vin da trn kin ch quan ca nhn vin th
trng. H s l ngi nh gi v s tm ngi trung gian khc thay th m
bo doanh s m Cng ty t ra cho h tng thng, tng qu. Nhn vin th
trng nh gi trung gian da trn doanh s bn ra ca cc thnh vin knh, nng
lc hot ng, tng lai tng trng ca knh, thi ca cc thnh vin knh
trong khu vc ca h. Cc tiu chun ny c kt hp khng chnh thc v nh
gi mt cch lng ha.
III.3.4. Sa i nhng thnh vin ca knh
Ngoi vic thit k mt h thng knh tt v a n vo hot ng ra ngi
sn xut cn phi lm nhiu vic na. H thng i hi nh k phi sa i cho
ph hp vi nhng iu kin mi trn th trng. Th nhng cng ty t c s sa
i m ch loi b nhng i l, ca hng khng cn kh nng hot ng v tm
kim cc trung gian thay th khc. Khi nm 2008 xy ra s cnh tranh ca sn
phm mi ca i th, nhu cu ca khch hng c xu hng thay i v cc i l,
ca hng bn l tp trung bn hng ca i th nhiu hn nn doanh s mang li
st gim. Hu nh t c s thay i cu trc knh, thnh vin knh m ch tng
thm s lng cc thnh vin trung gian.
III.4. S hp tc cnh tranh v mu thun gia cc knh phn phi:
III.4.1. Mu thun gia cc knh phn phi:
Cho d cc knh c thit k v qun l tt n u i chng na th vn tn
ti nhng mu thun gia cc knh, cc thnh vin ca knh. Nhng mu thun
ny ch yu l do nh hng n li ch ca cc thnh vin ca knh. Cng ty C
phn nc khong Khnh Ha lun mong mun cc thnh vin ca knh tng s
hp tc, gim mu thun h thng phn phi ca Cng ty c hon thin.
Mu thun ch yu pht sinh trong h thng phn phi ca Cng ty l s cnh
tranh gia cc i l, cc nh bn bun ca Cng ty khi cng bn hng cho mt

75

khch hng bn l hoc ngi tiu dng trc tip. Cc nh bn bun, cc nh bn

l...ai cng mun mua hng trc tip t Cng ty gim chi ph u vo
tng cng s hp tc, gim mu thun gia cc knh, cc thnh vin ca
knh Cng ty tng cng s phi hp thng tin gia cc bn t Cng ty n cc
i l, cc nh bn bun, nh bn l vi nhau. Gia cc i l Cng ty c s phn
cp t i l cp 1 n i l cp 2, i l cp 3, cp 4 v mi i l, mi nh bn
bun nh vy s nhng khu vc th trng khc nhau v c nhng khch hng
truyn thng ca i l. Cng ty kim sot cht ch sn lng mua vo, bn ra ca
cc i l, cc nh bn bun chnh v vy c th hn ch c s mu thun gia
cc knh phn phi v cc thnh vin ca knh.
III.4.2. Tng cng s hp tc v phi hp gia nhn vin th trng v khch
hng:
Ngy nay, mi quan h gia nhn vin th trng v khch hng l rt quan
trng, n nh hng trc tip n hiu qu ca vic bn hng c bit l trong
ngnh nc ung. Nhn vin th trng l ngi to hnh nh Cng ty trong lng
khch hng, chnh v vy Cng ty lun ch o to i ng nhn vin th trng
v k nng giao tip, kh nng x l tnh hung v nhng vn pht sinh. Chnh
t i ng nhn vin bn hng m Cng ty c th thu thp c nhiu thng tin v
th trng, v khch hng.

76

III.5. Vn dng cc yu t Marketing mix trong qun tr knh ca chnh sch

phn phi:
Bn yu t ca marketing mix tc ng tng h, quyt nh v yu t ny
s nh hng n hot ng ca ba yu t cn li. Ngi qun tr knh phi c k
nng vn dng cc bin s v sn phm, gi c, xc tin v phn phi vt cht
trong Marketing mix mt cch c hiu qu nht m bo s hp tc gia cc
thnh vin trong knh. Cn phi xc nh r quan h gia knh phn phi vi cc
3P cn li.
III.5.1. Chnh sch sn phm:
Chnh sch v sn phm c vai tr, v tr cc k quan trng i vi s thnh
cng ca Cng ty. Nhng quyt nh v sn phm c mi quan h vi cc quyt
nh v qun tr knh, ch khng phi l nghin cu tng yu t ring l. Nh vn
ch yu ca qun tr sn phm ti qun tr knh l: lp k hoch pht trin sn
phm mi, chu k sng ca sn phm, qun tr chin lc sn phm.
Ngy nay, khi nn kinh t th trng pht trin mnh, t do thng mi
c thng thong, hng ro thu quan c d b th s cnh tranh chuyn
hng vo cnh tranh v cht lng sn phm. Cng ty phi nhn thy rng nhn
t quyt nh s thnh bi ca Cng ty chnh l bn thn sn phm ca mnh.
Nhng thc trng hin nay th trng nc gii kht khng cn ngy cng a dng
sn phm, a dng mu m, bao b, a dng hnh thc qung co, khuyn mi,
phn phi n tn tay ngi tiu dng, gi c cng ph hp ty theo s u t vo
cc trng hp trn. V ngnh nc khong, nc ngt c hng trm hng ngn
cc loi sn phm khc nhau, nhu cu ca ngi tiu dng ang c xu hng tiu
dng cc sn phm nc p tri cy, nc b dng nh yn so, tr xanh, nhn
smTrc tnh hnh chnh sch sn phm ca cng ty ngoi nhng dng sn
phm c nh: nc khong c ga, nc khong khng ga, nc khong ngt, nc
tng lc th cng ty c dng sn phm mi l nc khong tr xanh v cc nc
khong du, chanh, cam, x x ng chai pet. Trong mi nhm sn phm trn th
c nhiu loi th tch khc nhau cho tng loi, ph hp vi nhu cu ca ngi tiu
dng. Chnh sch hin nay ca Cng ty l a dng ha sn phm p ng nhu

77

cu a dng ca ngi tiu dng. Tuy nhin, Cng ty vn xc nh loi sn phm

ch cht ca Cng ty cho tng vng khc nhau. Nh Min Bc khng tiu th sn
phm nc khong ngt; Min Trung tiu th mnh v chai thy tinh; Min Nam
tiu th mnh sn phm Vikoda phn phi sn phm n cc knh cho ph hp.
Chu k sng ca sn phm: trin khai, tng trng, chn mui v suy thoi
vn l c s cho vic trin khai cc chin lc Marketing trong cc giai on khc
nhau. S thnh cng ca cc chin lc sn phm ca nh sn xut ph thuc t
nhiu vo hiu qu hot ng ca cc thnh vin trong knh. V th nm 2008 khi
tung ra sn phm tr xanh mi rt t ngi bit n do hiu qu hot ng v gii
thiu sn phm mi ca nhn vin th trng khng tt lm. Mc d khi tung ra
dng sn phm mi nc khong tr xanh cng ty a ra bng cu hi thm d
cho cc i l, ca hng ng gp v mi v, mu m, gi c pht trin, ci
tin sn phm mi trong giai on th nghim v c chng trnh khuyn khch
nh ngoi chit khu bnh thng cn c khuyn mi thm cc thnh vin trong
knh chp nhn sn phm mi. Nhng thay v Cng ty nn tp trung phn phi c
quyn m bo kim sot mc cao bao ph mt th trng ti thiu
nhng cng ty phn phi t tt c th trng v vi s lng t nn doanh s
cn thp v t khch hng bit n.
III.5.2. Chnh sch gi:
Chnh sch gi ca Cng ty c xy dng khng ch da vo th trng,
chi ph sn xut v nhn t cnh tranh m cn phi xt n phn ng ca cc thnh
vin trong knh. Hin nay cng ty nh gi da trn gi i th cnh tranh l mc
gi A v B i vi i l, bn cnh cng ty u tin i l chn mc gi v u
tin i l c xe. Trong thi gian lm pht, khng hong kinh t nn s tng gi l
iu khng trnh khi, nhng cng ty khi c nhu cu thay i chnh sch gi v
iu kin bn th u tin hnh t t cc thnh vin knh c th thch ng nn v
th cc knh t c s phn ng tiu cc.
Bn cnh cng ty nh gi khuyn khch tng lng bn v tng th
phn tng th trng cng ty cn p dng gim gi, chit khu p dng cho tng
th trng v ty theo thi im. Hin nay mc gi ca Cng ty a ra trn th

78

trng c cho l thp hn mc gi ca cc i th cnh tranh cng loi, y l

mt thun li cho Cng ty trong qu trnh tiu th sn phm v lm tng hn mc
lin kt gia cc thnh vin trong knh. i vi nhng khch hng ln, cc i l
Cng ty p dng chnh sch chit khu gi da trn s lng hng mua vo ca
khch hng. V mi khch hng Cng ty cng p dng nhng chnh sch chit
khu khc nhau cho ph hp vi tng i tng.
III.5.3. Chnh sch chiu th:
V y l sn phm thit yu v nhiu s la chn nn bn trc tip sn
phm ch trng Khnh Ha cn cc th trng khc, th trng mc tiu phi
da vo cc thnh vin trong knh gip Cng ty trin khai cc hot ng xc
tin. Cng ty mong mun sn phm ca mnh lm ra c nhiu ngi ch v
tiu th nhanh. V tng nhu cu ca khch hng i vi sn phm, cng ty tin
hnh xc tin i vi khch hng v thc hin thng qua cc thnh vin trong
knh. Cng ty c ring phng Marketing thc hin cng tc ny bao gm nhng
hot ng nh: qung co, khuyn mi, truyn thng

Qung co:
Qung co l cng c qung b thng dng v hu hiu qung b sn

phm cho ngi tiu dng, n va l ngh thut va l khoa hc. Hin nay cng
tc qung co ang c Cng ty ch trng. Cng ty qung co sn phm ca
mnh bng nhiu phng tin khc nhau:

Qung co ngoi tri:

y l hnh thc qung co mang li hi u qu cao, n khng nhng qung

co trc tip n mi ngi m n c th qung b thng hi u nhng khng
gian r ng ln nhng chi ph b ra th khng cao. Cng ty thc hi n qung co
ngoi tri c cc pa-n ti cc vn phng i di n Nha Trang, cc ng su trong
thnh ph v ng ba Din khnh, sn v n ng Khnh Ho v ti cc i l, ca
hng bn s v l u c bng rn, bng hiu. c bi t l h thng bng hi u h p
n c trang b cho cc th trng ln n hng tri u bng hi u. Cng ty cn
qung co thng qua trung gian phn phi trn cc phng ti n v n chuyn, ni
cng c ng nh: xe ti ch hng cho Cng ty, xe v n ti sn phm cho i l, trm

79

ch xe Buty l hnh thc qung co lu ng, tip c n tt cc th trng xa,

c tc dng rt tt.
u th ca qung co ngoi tri l chi ph thp nhng mc bao ph r ng,
tip c n mi i tng ngi tiu dng nh sn phm ca Cng ty c tnh la
chn cao, v thng hiu nh thnh Vikoda c thng hi u trn th trng
cho nn vi c qung co ngoi tri pht huy tt c u im ca mnh trong
vi c qung b, nhc nh thng hi u, l hnh thc th hi n thng hi u hi u
qu. Tuy nhin mt vn cn hn ch v bng rn c k, khng gy n tng,
v Pa n ln mi c 3 ch l Qung Nam, Qung Ngi v ng ba Ninh Ha.

Qung co trn bo, tp ch...

Trong thi gian qua cng ty ch yu thc hin qung co trn cc bo i

tng xem ch yu l c quan, ban ngnh lin quan t thc hin cc bo ch c
i tng ngi xem rng ri v s k thc hin rt t nn hiu qu mang li thp,
t c tc dng kch thch ngi tiu dng h tr cho i l, bn l bn hng nhanh.
V th Cng ty nn y mnh qung co trn cc t bo, tp ch nh: Sc khe&
i sng, dinh dng, m thc Vit Nam, si gn tip th, th thao, din n doanh
nghip, thi bo kinh t Vit Nam...Da vo danh ting ca nhng bo v tp ch
m thng hi u nh Thnh Vikoda c qung b d dng, chnh xc v hi u
qu hn. Thng tin v sn phm, gi c, h thng phn phi, chng trnh khuyn
mi, cc hot ng cng ng ni b t, sn phm mi n nhanh vi ngi tiu
dng trong m t thi gian nht nh. Chi ph qung co trn bo, tp ch cng a
dng, hp l gip cng ty c nhiu c h i chn la. Ngoi ra phng ti n qung
co ny lm cho thng hi u d i vo lng ngi.

Qung co trn truyn hnh:

Qung co trn truyn hnh c xem l phng tin qung co hiu qu

nht i vi mt hng tiu dng v tnh ph bin ca hnh thc ny. Tuy nhin i
vi cc doanh nghip c ngun ngn sch hn hp v khng ln theo ui
mc tiu n cng th qung co truyn hnh s khng em li hiu qu tt nht.
Cng ty C phn Nc khong Khnh Ha u t cho hnh thc ny rt t do
khng nng lc ti chnh. iu th hin qua t trng chi cho qung co

80

truyn hnh ca cng ty rt thp, nm 2007 l 0,11%, nm 2008 gim xung cn

0,582% , nm 2009 l 0,71% trong 2,4 t dnh cho qung co tng ln rt nhiu.
Cng ty ch yu thc hin qung co trn truyn hnh a phng cho mi th
trng v chi ph qung co truyn hnh a phng tng i thp, s ln lp li
c th nhiu, tip cn gn hn vi khch hng mc tiu. Qung co trn cc knh
truyn hnh ca i truyn hnh Vit Nam ch c mt s ln do chi ph t, tnh
phn tn cao, kinh ph b hn ch. y l mt yu, Cng ty cn ch trng cho loi
hnh ny gp phn nng tm thng hiu tr thnh thng hiu quc gia c
nng lc cnh tranh cao.

Qung co trn internet:

Cng ty thu n v thit l p trang web ca Cng ty vo thng 2 nm

2001: http://www.danhthanh.com.vn . iu ny gip Cng ty qung co n khch
hng trong v ngoi nc, tng uy tn thng hi u i vi du khch nc ngoi,
tng kh nng m r n g th trng cc nc, lin kt vi bo i n t. Khch hng
c th truy c p nhanh chng c c nhng thng tin y v Cng ty, sn
phm, gi c, mu m, chng loi. Khch hng c th t hng ngay ti website
ny v hiu r v cng dng v thnh phn ca nc khong nh Thnh
Vikoda, tm hiu v nh n bit cc thnh phn thng hi u, ng k lm i l,
nm bt cc chng trnh khuyn mi hay tuyn dng ca Cng ty Tuy nhin, so
vi nhiu i th th trang web ca Cng ty cha hp dn, cha c nhn vin
chuyn qun l, thng k ngi truy c p, gii quyt ngay n t hng v nhng
thc mc ca ngi truy c p v trang web cha pht huy c ht chc nng
qung co.
Ngoi cc hnh thc qung co k trn, Cng ty cn qung co trn bn du
lch, v hc sinh, lch, qun o, qung co ti h i ch v cc chng trnh ti tr

Khuyn mi:
Khuyn mi l m t hnh thc gia tng li ch cho khch hng khi mua sn

phm nh Thnh Vikoda. Nh khch hng lun c thi tch cc v tin

tng i vi thng hi u , gi vng lng trung thnh ca h.

81

Cng ty th hi n t l khuyn mi chim t 70 80% trn tng t l xc

tin bn hng chung cho php. Trong u tin thc hi n cc chnh sch khuyn
mi ln lt cho cc v tinh i l, ngi tiu dng. Phi hp vi cc trung gian
phn phi xy dng cc chng trnh khuyn mi linh hot i ph vi cc chnh
sch ca i th cnh tranh tng li th cnh tranh, cng c gi vng th trng.
- Khuyn mi cho trung gian phn phi: Trung gian l cu ni ca Cng
ty vi ngi tiu dng v khch hng i l lun b i th li ko, thuyt phc
chuyn sang bn sn phm v qung b thng hi u cho h nn cc i l thng
c xu hng t gn b vi Cng ty, c nhiu s la chn, yu cu chnh sch cao
hn v to ra tm l ch khuyn mi. Khng h gi nhng phi c chnh sch
khuyn mi ph hp theo tng thi im mang tnh nh k hng qu, thng theo
th trng nhm n nh th trng v nhiu m t, to tm l yn tm cho ngi
bn hng lm tng thm sc cnh tranh hp dn lu di lm cho ngi bn hng v
ngi tiu dng ngy cng gn b vi thng hi u nh Thnh Vikoda.
-

Khuyn mi cho ngi tiu dng v ngi bn le: nc khong l sn

phm nc gii kht khng c s la chn cao i vi ngi tiu dng m ch yu

da vo h thng bn l ph thu c rt ln vo ngi bn l, khi h gii thi u loi
no th ngi tiu dng sn sng th ho c thay i s la chn ca mnh nn
Cng ty cn quan tm n i tng ny. Chng trnh khuyn mi c thit k
ph hp, kch thch c ngi bn l v ngi tiu dng. Cc hnh thc nh: phiu
qu t ng gn ngay trn bao b sn phm, tng s lng nhng gi bn khng i
(Vd: mua 5 kt t ng 1 kt, rt thm trng thng, su t p np chai i qu).
Mc ch ca cc chng trnh ny nhm trc tip vo ngi bn l v ngi tiu
dng l nhng i tng s chn la sn phm khi mua; nhc nh h quan tm
n sn phm, thng hi u ca Cng ty; dn to nhu cu t pha ngi tiu dng
v ngi bn l; tng doanh s v th phn; nng cao qung b thng hi u nh
Thnh Vikoda; c bi t l thng k c sc mua ln nht ra chin lc
kinh doanh ph hp. Ngoi ra xy dng chnh sch khuyn mi trc tip n cc
ti c ci hi, sinh nh t, lin hoan Thng qua cc ca hi u cho thu ci,
chp nh, quay phim bng sn phm 5% + 2% v t phm qung co ca Cng ty.

82

Ngoi ra tu theo tnh hnh th trng m cc v tinh ngh khuyn mi thch

hp.
nhng th trng trng im, vp phi s cnh tranh v gi v thng
hi u vi cc i th nh: Ph Sen, Vnh Ho, Thch Bch, cc c s sn xut nc
tinh lc, cc hng nc tng lc i th kt hp khuyn mi, chit khu rt hp
dn vi t l cao, lin tc. Trong khi khuyn mi dnh cho ngi tiu dng ca
Cng ty rt yu, ch m t hay vi ln trong nm vi quy m nh trong nm.
Chi ph khuyn mi qua 3 nm qua nh sau:
Chi ph khuyn mi nm 2007: 3.200.000.000ng
Chi ph khuyn mi nm 2008: 2.900.000.000ng
Chi ph khuyn mi nm 2009: 2.300.000.000ng
Qua s liu trn cho thy vic u t cho hot ng khuyn mi ca Cng ty ang
c xu hng gim xung chng t trong nhng nm gn y vic u t cho hot
ng khuyn mi ca Cng ty khng c nhiu thay i v cha pht huy ht vai
tr khuyn mi.
Quan h cng ng:
C th khng nh rng quan h cng ng cng l mt th mnh ca Cng
ty, Cng ty bit khai thc vai tr truyn ming v loan tin hiu qu ca PR lan
truyn mc tiu "cht lng v cuc sng hay thng hiu ca Cng ty ph hp
vi thi i, vi c tnh ring ca sn phm. Cng ty thc hin nhng cuc vn
ng thit thc gn li ch vi phc li x hi nh: ti tr gio dc, xy dng nh
tnh ngha, chm sc b m Vit Nam Anh Hng, bo v mi trng, lp qu xa
i gim ngho, h tr cho ngi ngho vay vn lm kinh t, ti tr cc chng
trnh ln v vn ha, du lch, th thaoDo sn phm ca Cng ty a dng ph hp
vi nhiu ngi khp mi min nn hot ng PR ca Cng ty nhm ti nhiu
i tng: tr em, hc sinh, sinh vin, thanh nin, cng nhn vin chc, bc trung
nin, ngi cao tui
Mt s chng trnh PR ti tr ni bt trong nhng nm qua l: Lin hoan
cc nh Thiu nhi mt s tnh, Lin hoan bp sen hng, Nhng c m xanh,
gii vit gi thiu nin h Nha Trang, gii bng chuyn bi bin ton quc ti
Khnh Ha, chng trnh t tri tim n tri tim h tr 300 ca m tim ti Nng,

83

lin hoan phim ton quc ti aklak, hi thao nhng ngi cao tui, l trao gii
cp vng thng hiu Vit ti Thnh Ph H Ch Minh,
Cc chng trnh ti tr cho cc khch hng trung gian nh: my nng lnh,
t lm mt, bng hiu, hp n, mi che, o, m, bt la, bt vitnhm tng
cng tiu th sn phm v hnh nh thng hiu nh Thnh Vikoda.
Ngoi ra, Cng ty lun nm bt thng tin la chn chng trnh ti tr
c tnh t thin, phc v cng ng, tranh th c thin cm v gia tng nhng
cm tnh tch cc ca cng chng, va ph hp vi kh nng ca Cng ty va
mang tnh chin lc trong qung b cnh tranh thng hiu t tng s nhn
bit sn phm, li nhun th phn, v m rng v th thng hiu.
Cng ty cn ch trng n PR ni b nh cc hot ng t thin ni b,
cuc thi nhm cng c tinh thn on kt, lng t ho v Cng ty ca ngi lao
ng, cc hnh thc khen thng, ng vin gi tr sng to, nhit tnh trong lao
ng, cc cuc ving thm trong nhng ngy c bit, , thc y nhn vin
hin ti v li ko nhn vin gii chin dch PR phi bt u t trong nh. Nu
nhn vin hiu r ng li ca Cng ty v t ho v Cng ty, h s i din tt
nht cho hnh nh ca Cng ty. PR ni b pht huy tinh thn sng to, lng am
m ngh nghip ca ngi lao ng. Chnh h l lc lng nng ct trong hot
ng sn xut kinh doanh, l knh lm PR v qung b mnh m cho thng hiu.
c bit, quan h cng ng l mt cng c hiu qu trong vic ngn chn
nhng tn tht ln, phng nga nhng khng hong, ri ro c th xy ra bt c lc
no bi Cng ty s tm c s ng h, bnh vc, h tr t pha cng ng. y l
iu k diu m khng th b tin ra mua nh qung co. c bit hu hiu trong
vic bo v v gia tng thng hiu, chng li hng gi hng nhi. Cng ng lun
l lc lng ng o cung cp thng tin quan trng cho Cng ty tm cch ng
ph kp thi.
Nhm mc tiu nng cao hnh nh thng hiu nh Thnh Vikoda ln
tm thng hiu quc gia ngoi vic tp trung ti tr, qung b ti mt s th
trng ln, th trng truyn thng Cng ty cn quan tm qung b trn mt s
chng trnh mang tnh ton quc hoc quc t nh: tham gia chng trnh mang
thng hiu Vit ra th gii do cc xc tin thng mi phi hp vi thi bo

84

kinh t Vit nam t chc, t bng qung co ti sn vn ng c t chc cc gii

bng ton Quc, tham gia ti tr cc chng trnh Vn ha Du lch, tham gia
ti tr cc gii th thao ton quc, ti tr cc gii bng cp nh Thnh hoc
Vikoda, tuyn truyn trn bo ch, t ri hoc t chc cc cuc hi tho trn truyn
hnh ngi tiu dng phn bit c nc khong v nc tinh khit.
Trong hot ng quan h cng ng khng th khng nhc n s ng h to
ln ca gii truyn thng v cc chuyn gia phn tch thng mi lun truyn i
nhng thng tin a dng v phong ph v nhng hot ng ni bt, sn phm mi,
chnh sch mi ca Cng ty hay c tnh ring ca thng hiu, chun b v to d
lun tt, d gy cm tnh vi cng chng. Qung co khng th lm c iu ny,
nht l khi ngn sch cho xc tin bn hng cn hn ch, Cng ty cn gp nhiu
kh khn v bt li trong qung b thng hiu.

Hi ch trin lm:
Hi ch l c hi tt cho Cng ty tip cn trc tip v thm d cc bc

kinh doanh chnh thc vo th trng mi, tm c i tc ng, c tim nng

trong hot ng xc tin v a sn phm n tay ngi tiu dng.
Hi ch l hnh thc qung b thng hiu rt tt, Cng ty v sn phm c
th tip cn trc tip vi ngi tiu dng, gii thiu nhng u im ca sn phm,
c c hi nm bt nhu cu, nhng kin ca khch hng, mc nhn bit v cm
nhn ca h v thng hiu nh Thnh Vikoda v tm kim i l. Cng ty
thng la chn nhng hi ch do cc n v c uy tn thc hin, la chn nhng
th trng tim nng v thi im thch hp ln k hoch v tham gia hi ch.
Tuy nhin i ng nhn vin cha chuyn nghip, linh hot, sng to v cha tn
dng v thu ht c nhiu khch hng.
III.6. nh gi chung hot ng ca h thng phn phi sn phm ti Cng ty
C Phn Nc Khong Khnh Ho:
c ci nhn khch quan hn th ti i pht phiu iu tra i tng l tt c
ngi tiu dng v cc ca hng, i l ti th trng Din Khnh, Nha Trang hai
c s trng im ca th trng Khnh Ha (th trng trng im) ca Cng ty.
III.6.1.i vi ngi tiu dng:

85

Trong 100 ngi tiu dng c hi ngu nhin th c 38% s dng thng xuyn,
54% l thnh thong, 3% l him khi v 5% l cha bao gi s dng bt c sn
phm no ca cng ty v i tng ny ch yu l ngi gi c thi quen ung
nc un si ngui v khng mun thay i. Qua iu tra cho thy sn phm
nc khong ph hp vi tt c i tng khch hng d l nam hay n, giu hay
ngho, tr hay gi. Trong nhng i tng khch hng ung nc khong thng
xuyn hay thnh thong th thy cc dng sn phm nc khong Vikoda, nc
khong ngt, nc khong lt l c ngi tiu dng chn nhiu nht. i vi
sn phm Vikoda c khong 46% ngi; nc khong ngt c 34% ngi v
nc khong lt c 20% ngi tiu dng chn l ung thng xuyn nht cn i
vi sn phm Sumo v tr xanh th t ngi tiu dng bit n v s dng. Mc d
nc Sumo ra i rt lu hay sn phm mi tr xanh l sn phm mi rt t ngi
bit v s dng, qua cho thy chnh sch xc tin cha pht huy tt. Ta c th
nhn thy r hn qua bng sau:
Bng III.6.1. Bng sp xp mc u tin ca ngi tiu dng
Th t u tin
Ch tiu
Vikoda
Nc khong ngt
Nc khong lt
Sumo
Tr xanh

1
S ngi
xp
46
34
20

2
3
4
5
S ngi S ngi S ngi S ngi
xp
xp
xp
xp
16
13
7
0
31
12
0
0
33
27
4
1
5
9
18
3
9

Qua bng iu tra cho thy a s ngi tiu dng mua sn phm l do cht lng
sn phm tt, gi ph hp v d tm mua. H thng mua qua ca hng bn l
chim 60%; qua nh hng, qun gii kht, qun c ph chim 28%; mua i l
chim 19 % v cn li l mua ch, siu th, trc tip ti cng ty.
Bng III.6.1. Bng nh gi mc hi lng

Mc Rt hi Hi lng
lng

Ch tiu
Cht lng sp
Mu m, bao
b
Gi
D tm mua

Bnh
thng

Khng
hi lng

34
6

39
38

27
49

14
27

47
45

40
25

Rt khng
hi lng

86
n tng
qung co

31

53

Qua bng trn ta thy

+ Cht lng sn phm: khch hng rt hi lng v th cng ty nn gi vng v
pht huy.
+ Mu m, bao b: th c s phn lung mt na hi lng v mt na khng hi
lng v thy bnh thng v th cng ty nn ci tin hn na v mu m, bao b.
+ Gi: a s khch hng hi lng v gi nn cng ty c gi vng gi hp l.
+ D tm mua: a s khch hng hi lng nhng bn cnh vn c khch hng
khng hi lng v ch d mua Khnh Ha nhng khi i vo Tp HCM th khng
mua c v khng c sn phm nc khong c ga y mc d h rt thch
cht lng sn phm.
+ n tng v qung co th ch c 37 ngi hi lng v a s thy bnh thng ,
khng gy n tng. H cho bit h mua do thi quen v dn b qun lng do cc
sn phm khc qung co mnh m, hp dn hn. V th cng ty nn c chnh sch
qung co ph hp hn na v gy n tng hn na khch hng trung thnh
vi sn phm ca cng ty.
Mc d cng ty c khong khuyn mi cho ngi tiu dng nhng hu ht ngi
tiu dng cha bao gi nhn c qu khuyn mi.
III.6.2. Nh phn phi
Trong 20 phiu iu tra nh phn phi th c 6 i l, 2 bn s v 12 bn l hin
ang bn sn phm ca cng ty, a s gn b lu di vi cng ty u trn 15 nm
v c khong 4 ca hng bn l l bn di 5 nm. H bn ch yu l sn phm
Vikoda, nc khong ngt, nc khong lt v vn c mt s bn tt c cc sn
phm ca cng ty. V qua iu tra cc nh trung gian cho rng h bn sn phm
ca cng ty do cht lng sn phm tt v sn phm c khch hng chp nhn.
V sau y l bng nh gi s hi lng ca nh phn phi v chnh sch ca cng
ty

87

Bng III.6.2. Bng nh gi s hi lng v chnh sch phn phi ca cng ty

Mc
Rt hi lng
Ch tiu
Thi gian giao v 2
nhn hng
a im giao hng 2

Hi lng
15

Bnh thng Khng

lng
2
1

10

Hoa hng, chit

khu ca cng ty
Thng tin sn phm

14

15

n tng qung co

14

Khuyn mi

hi Rt khng
hi lng

Qua bng trn ta thy

+ Thi gian giao v nhn hng: a s i l v ca hng bn l cm thy hi lng,
ch c mt ca hng bn l khng hi lng v h bn t nn t i ly m tui cao
nn ch khng c nn khng hi lng.
+ a im giao hng: V y l th trng chnh ca Cng ty nn c 5 trm phn
phi v ca hng gii thiu nn mc d c ti 1200 ca hng v hn 120 i l
y th vic ly hng din ra rt d dng nn a s cc i l hi lng.
+ Hoa hng, chit khu ca cng ty: ch c 2/20 ngi cm thy hi lng v hoa
hng, chit khu ca cng ty, cn li cm thy bnh thng khng c g khc bit
so vi cc loi sn phm khc, v c 4 ngi cm thy cha hi lng. V th cng
ty nn c chnh sch hp l hn v phn tch cho cc i l, ca hng thy li ch
m h nhn c t cng ty cao hn nhiu so vi cc sn phm khc, h hi
lng hn v gn b lu di hn na vi cng ty.
+ Thng tin sn phm: ti th trng trng im nn thng tin v sn phm c
a s khch hng bit n nn h cm thy bnh thng v hi lng. Tuy nhin i
vi nhn vin bn hng, cng nh nhn vin th trng ti Khnh Ha cn lm tt
hn na khch hng bit r hn na v hi lng hn.
+ n tng qung co: theo a s cc i l v nh phn phi th h cm thy bnh
thng v cn li cm thy hi lng v cng ty h tr cho bng rn, qung co cho
cc i l. V th cng ty cng nn pht huy hn na vic qung co ngi tiu

88

dng bit n sn phm v c nhu cu tiu dng sn phm nhiu hn, gip cho
vic tiu th sn phm tt hn na cc th trng.
+ Khuyn mi: th ch c 4 i l, ca hng cm thy hi lng cn a s khng hi
lng v bnh thng v khuyn mi t v lu lu mi c, khng nhiu bng cc loi
i th cnh tranh trc tip hay gin tip khc.
nh gi tng qut v chnh sch phn phi ca Cng ty nh sau:
Cc ni dung nh gi

u im

Nhc im

-Mc tiu c th gn vi
yu cu ca sn phm.
-La chn knh phn phi
ph hp vi c im th
trng v quy nh ca
php lut

Mc tiu t thay i

b.Phn tch mc

Quy m, a im, thi

Sn phm a dng

m bo dch v m

gian i v s h tr khch

nhng khng i vo

nh gi

1.nh gi cng tc
thit k v la chn
knh phn phi ca
Cng ty
a. Xc nh mc tiu v
nhng yu cu bt
buc.

khch hng mong mun hng kh tt

Tt

linh hat theo vng

i sn phm
Kh tt

c lng ngi tiu

dng, dch v h tr
cha bao ph tt do
nhn vin th trng
t v cha chuyn
nghip.

c.Xc nh v nh gi

S dng knh trc tip v

Cn th trng

cc knh ch yu

knh gin tip thng qua

Min Nam s lng

i l, bn s, bn l bao

i l cn t v tp

ph tt Khnh Ha v

trung xa trung tm

Nam Min Trung

nn ngi tiu dng

t bit n.

2.Phn tch v qun l

knh phn phi

Kh Tt

89
a.Tuyn chn cc thnh

a s thng qua i l, v

C mt s i l lm

vin

mi th trng u c chi

n cha hiu qu cao

Tt

nhnh. V cng ty ng v
tr th 4 trong ngnh nc
khong nn vic tuyn
chn i l khng qu kh
khn
b.ng vin cc thnh

C chnh sch ng vin

Mt ng vin

Kh tt

vin knh

y u i v gi, chit

cn thp v ri rc,

khu theo sn phm, giao

t chuyn nghip nn

hng thun tin cho cc i

cha kch thch ht

tim nng ca i l

c.nh gi thnh vin

Da trn s nh gi cc

Da trn kin ch

Trung

ca knh

ch tiu doanh s, ca nhn

quan v nh gi

bnh

vin th trng tng khu

khng thng

vc nn nhanh gn v t

xuyn.

tn km
d.Sa i thnh vin

Vn c s sa i cc

Khng c s thay

Trung

trung gian phn phi cho

i thch hp v

bnh

ph hp.

nhanh chng.

3.S hp tc cnh tranh

v mu thun gia cc
knh phn phi
a.Mu thun gia cc

Mu thun din ra t v

Bnh

knh

khng gy nh hng

thng

nhiu n li ch cc knh
b.Tng cng hp tc

Mi th trng u c nhn

Nhn vin mt s

Trung

v phi hp gia nhn

vin th trng gim st v

th trng cn t v

bnh

vin th trng v

phi hp, hp tc gip

thiu kinh nghim

khch hng

cho cc i l, ca hng

nn cha c s trao

bn s.

i tt

3.Vn dng cc yu t

90
Marketing mix trong
qun tr knh ca chnh
sch phn phi
a.Chnh sch sn phm

Hai chnh sch c s h tr

Cha kt hp tt

tng i cho nhau.a

chnh sch phn phi

dng ha sn phm tng

vi chin lc pht

s la chn cho i l, v

trin sn phm mi.

Kh tt

xc nh sn phm ch
cht tng th trng
b.Chnh sch gi

Chnh sch gi tt va

Tt

mang tnh cnh tranh va

lm cho cc trung gian c
th thch ng,hi lng v
khng c nhiu mu thun
c.Chnh sch xc tin

L doanh nghip ng v

Chnh sch xc tin

Trung

tr th 4 trong ngnh nn

cn hn ch, thiu

bnh

c nhiu khch hng bit

linh hot, chi ph cn

n lm cho cc trung gian

thp m cn ct

d dng bn c cho

gim v nng lc

khch hng.

cn hn ch nn
cha pht huy ht
tim nng

91

III.7.1. Nhng mt t c:
Trong nhng nm qua vi n lc ca ton th cn b cng nhn vin ca
Cng ty nhm pht trin h thng knh phn phi sn phm, hot ng phn phi
ca Cng ty t c nhng kt qu to ln nh sau:

Sn phm ca Cng ty c mt trn hu ht cc khu vc trong c nc, c

bit l ti khu vc th trng Nam Min Trung, l th trng trng im ca Cng
ty, ngi tiu dng tr nn quen thuc vi sn phm mang nhn hiu nh
Thnh Vikoda.

S lng cc i l, cc ca hng phn phi sn phm ca Cng ty trong

c nc tng ln ng k, bao ph th trng c nc.

Cng ty thit lp c mi quan h cht ch vi cc i l tiu th, iu

ny gip n nh th phn sn lng tiu th, bn cnh cc i l s l ngi
tuyn truyn, qung co cho sn phm ca Cng ty.

Pht huy ti a vai tr ca cc trung gian trong h thng phn phi, bn cnh
Cng ty tm ra mt nhm i tng khch hng hp dn: Cng ty k hp
ng cung cp c quyn nc ung cho khu resort Furama Nng, v trn
sn phm nc ung c in logo ca c nhn hiu nh Thnh Vikoda v logo
ca khu resort Furama, hnh thc hp tc ny gip qung b cho thng hiu ca
c hai bn. V cng ty k hp ng bn sn phm nc khong trn tuyn tu st
Bc- Nam SE6, SE7. Hin nay Cng ty ang xc tin hnh thc bn hng ny, vi
kt qu mang li chng t nhn hiu nh Thnh Vikoda c nng ln mt
tm cao mi.
III.7.2. Nhng mt cn tn ti:
Bn cnh nhng thnh tch t c, hot ng phn phi ca Cng ty vn
cn nhng mt tn ti cn phi khc phc nh sau:
+ Thiu qun tr knh nn khng to c hi cc i tc tham gia knh trao i
hp tc m ch thc hin c nhim v tm thi v knh phn phi khng pht

92

huy ht nng lc, khng nm bt tt thng tin v khng kp thi khc phc kh
khn khi s c xy ra.
+ Hot ng xc tin bn hng mc d c quan tm nhng ngun ngn qu
cha c u t hp l, do nhiu khu vc ngi tiu dng cha bit n sn
phm ca Cng ty dn n hiu qu ca vic phn phi khng cao nh l: hnh nh
qung co cn n iu, mt s hnh nh qung co ngoi tri xung cp, c, cha
c s sng to gy n tng mnh i vi ngi xem, chm thay i so vi cc i
th cnh tranh, cha c i ng chuyn nghip ring cho hot ng quan h cng
chng vi nhng k nng quan h x hi tt, kin thc tng hp, c kh nng ng
ph vi nhng thay i bt thng. Trang web ca Cng ty cn rt s si, cha
c nhiu ngi quan tm.
+ Cc sn phm ca Cng ty mc d c ci tin v mu m nhng cha c s
khc bit nhiu.
+ Ti nhng khu vc xa ni sn xut nh khu vc pha Bc v pha Nam loi sn
phm chai thy tinh cha c ph bin, ngi tiu dng hu nh cha bit n
loi sn phm ny. Sn phm chai Pet, v cc loi sn phm nc khong x x,
cam, chanh, du, Sumo, tr xanh c nhng rt t ngi bit n.
+ Hot ng h tr cho phn phi l chnh sch khuyn mi nh l, gi tr thp,
mang tnh cht i ph, khng tht s hp dn nn t thu ht c khch hng
cng nh cha sc cnh tranh vi i th nhng th trng mi. Khuyn mi
cho trung gian cha kt hp vi nhng tuyn truyn nhm em li li ch tm l
cho khch hng trung gian, gn kt h hn vi cng ty. Ch mi tp trung vo gi
tr v s ln khuyn mi m cha tnh n tc dng lu di ca n.
Hot ng bn hng trc tip cn nh l, ngun nhn lc cn mng v
trnh hn ch cha kt ni v hng n nhng hot ng cao hn: duy tr
khch hng trung thnh, x l thng tin phc tp v khch hng, gia tng s tho
mn v hi lng ca khch hng thng qua dch v khch hng hon ho. V vic
bn hng trc tip trn mng cha c quan tm nhiu.
IV. Mt s xut v bin php
Bin php 1: Thit lp v qun l knh phn phi

93

L do xut: Phn phi ph bin ca cng ty trong nhiu nm l qua m hnh

bn s, tc l hng ha t cng ty c bn n i l, n im bn s/l ri n
tay ngi tiu dng. Cng ty hon ton th ng trong vic kim sot ch n
ca hng ha v cc chng trnh khuyn mi cng nh tnh lin tc trong cung
ng v s thng nht ca gi c n tay ngi tiu dng. Cn chuyn d bo sn
lng tiu th mt cch chun xc l iu hon ton xa vi. Thc trng thng gp
l nh phn phi li a ra nhiu yu sch i cng ty p ng. Hng ha mi khu
vc th trng mt gi! Nhn vin bn hng ch lo bn nhng th d bn nh :
nc khong Vikoda, nc khong ngt, nc khong lt. Nhiu mt hng khc
hu nh phi sng ly lt v phn ln trong s c a vo danh sch
chun b xa s. V theo iu tra th trng Khnh Ha l th trng trng im
m cc sn phm ca cng ty nh Sumo, tr xanh, nc ngt cc v cam, chanh, x
xrt t ngi tiu dng bit n. My nm qua cng ty cha xy dng thnh
cng mt mt hng mi no! V vic nh gi v ng vin sa i knh cn
mang tnh ch quan ca nhn vin th trng, nhn vin bn hng v nng lc v
s lng nhn vin th trng cn hn ch. Nhng hin nay mc tiu ca cng ty
l dn u th trng Khnh Ha, Nam Min Trung v thm nhp th trng Min
Nam th Cng ty phi lm sao c th kim sot c s lng v cht lng u
ra, m bo hng ha n tay ngi tiu dng mt cch ch ng v lin tc vi
gi c cnh tranh. V th nn c m hnh qun tr knh phn phi.
iu kin thnh cng: thnh cng vi m hnh nh phn phi, cn hi hai
iu kin. Th nht, chin lc phn phi tng th phi chun xc. Th hai, hot
ng vn hnh phn phi phi c thc hin mt cch bi bn. V vy, mt khi
xy dng c chin lc ng n th vic t chc tt khu vn hnh l iu then
cht i n thnh cng. Lm th no thc hin tt khu vn hnh?
Tht ra, ct li ca khu ny nm quy trnh vn hnh v i ng nhn s
qun l bn hng ca cng ty, nht l cc qun l cp c s (front-line manager).
vn hnh tt, i ng ny phi thu hiu v ng dng cc quy trnh mt cch
hon ho. Theo cc chuyn gia t vn vi nhiu nm kinh nghim phn phi bn
hng, quy trnh ny gm c nm bc:
1>Xc nh tim nng th trng l bc u tin gip ngi qun l nh gi
tim nng doanh s c kh thi cho vic pht trin hot ng phn phi ti khu vc
qun l hay khng.

94

2>Xy dng k hoch bao ph l lp ra cc quy hoch c th v i bn hng, quy

ch lm vic m bo mc bao ph hng ha ti a trn th trng.
3>Vic qun l nh phn phi i hi ngi qun l khu vc phi tm kim cc
nh phn phi tim nng v chn ra nh phn phi ph hp ti a bn. Bc ny
cng bao gm c vic qun l ti chnh, trin khai v thanh l nh phn phi.
4>Vic qun l i bn hng nh phn phi gip ngi qun l ti a ha hiu qu
bn hng ca tng thnh vin trong i. lm c iu ny, cp qun l phi c
k nng lnh o, hun luyn, phn cng, kim tra, nh gi v n c i ng
ca mnh.
5>Qun l ca hng l vic thit lp cc yu t nn tng cho hng ha ca cng ty
ti tng loi ca hng bn l (P.O.P - Point Of Purchase). Cc yu t nn tng bao
gm phn phi (distribution), trng by (merchandising), nh gi (pricing) v
khuyn mi (promotion). y l nhng yu t m bo sc cnh tranh ti ca
hng, gip hng ha c tiu th mt cch n nh.
Mt khi i ng qun l bn hng cc cp ca mt cng ty nm vng v vn dng
quy trnh ny mt cch hon ho v thng nht th s m bo cho h thng phn
phi vn hnh hiu qu, gii quyt c cc vn v phn phi cng nh sn
sng p ng cc yu cu tng trng trong tng lai ca cng ty.
Hiu qu gii php mang li:
+ H thng ny vn hnh c hiu qu khng ch gip quy trnh qun l cht ch,
cung cp dch v rng khp, kp thi m cn l cch tip cn ngi tiu dng
nhanh nht nhm to u th cnh tranh ca doanh nghip trn th trng.
+To ra s gn kt ca knh, qun l hiu qu cc mi quan h cc thnh vin
trong knh u c hng li v khng c thnh vin no b o thi ra khi h
thng.
+ V lm cho cc i tc s tham gia vo knh c s hng dn hiu qu ca qun
tr vin l tng cng li ch ca chnh mnh bng cch pht trin th phn v sc
mua ca ngi tiu dng.
+ Khch hng tiu dng bit n thng tin nhn hng ca cng ty nhiu hn.

95

+ Lm cho h thng knh phn phi hiu qu hn v lm cho doanh nghip t

c mc tiu l dn u th trng Khnh Ha v thm nhp cc th trng Min
Nam v Min Bc.
+ Gip phn phi hng ha ph hp tng vng ca th trng, bao ph sn
phm mt cch tt nht v thc hin ng chin lc phn phi sn phm ca
Doanh nghip.
Bin php 2: Xc nh nhng knh phn phi trn nhn hng trong chu k
sng ca sn phm.
L do xut:
Trong h thng phn phi vic s dng nhng ngi trung gian em li hiu
qu cao hn trong vic bo m hng phn phi rng khp v a hng n cc th
trng mc tiu. Nh quan h tip xc, kinh nghim, vic chuyn mn ha v qui
m hot ng, nhng ngi trung gian s lm li cho Cng ty nhiu hn l vic
Cng ty t lm ly, iu ny gp phn quan trng trong vic to nn hiu qu hot
ng ca knh phn phi. Ngi trung gian s iu ha dng hng ha v dch v,
vic lm ny s lm gim bt s khc bit gia chng loi sn phm, dch v do
ngi sn xut lm ra v chng loi m ngi tiu dng cn. V bt k cng ty sn
xut no cng mun a dng ha sn phm c th p ng ti a nhu cu ca
khch hng, nn khi mi dng sn phm mi ra i cn c chin lc pht trin
nhn hng trong knh phn phi mt cch hiu qu. Khi cc dng sn phm nc
khong tr xanh, sn phm nc khong ngt chai pet v chanh, cam, du, x x
ra i khong hn mt nm nhng hin nay t c ngi tiu dng n v s
dng mc d mu m v cht lng c ci tin tt hn.
Ni dung thc hin:
Mi dng sn phm, nhn hng c chu k sng ca n nn mi dng sn
phm nn thit lp chin lc knh phn phi thay i v thch ng vi nhu cu th
trng. Nh giai on hin nay, Cng ty nn u tin u t nhn hng Tr xanh,
nc khong chai pet trong khong thi gian nht nh v xc nh mc tiu nhn
hng mang li nh: dung lng th trng, mc tiu th phn, mc tiu marketing,
mc tiu li nhuntrong mi tng quan vi i th cnh tranh. Cn c trn
chin lc pht trin nhn hng ca cng ty m a ra cc knh phn phi hiu
qu nh l phn phi c quyn dng sn phm ny bao ph mt phm vi th
trng trng im t phn tn lc lng v tn km chi ph tn kho. Cn i vi

96

cc dng sn phm c th nn c quy trnh nh gi nng lc hin ti ca tng

knh phn phi da trn sn lng sn phm tiu th v chi ph b ra hng qu
v nn la chn knh phn phi thng qua trung gian hn l trc tip n s lm
gim chi ph b ra, tng li nhun cho cng ty.
Hiu qu mang li:
Hon thin hn chin lc knh phn phi, tng hiu qu hot ng xc
tin bn hng.
Tng s la chn cho khch hng, qung b hnh nh sn phm ca
cng ty tt hn.
Tng doanh thu, gim chi ph t gia tng li nhun cho Cng ty.
Khng phn tn, tn cng sc ca nhn vin bn hng.
Bin php 3: Tng cng u t, khng nn ct gim ngn sch ca hot
ng Marketing:
L do xut:
Trong thi k khng hong, ngi tiu dng s hng ti cc gi tr ct li
nhiu hn, cc nh phn phi th quan tm ti tin mt, cn nhng ngi lao ng
th bng tr nn lo lng v cng n vic lm. Nhng s xung dc ca nn kinh t
khng phi l thi im dng chi tiu cho Marketing, thay vo n mang li
c hi tt Cng ty hiu ra nhng nhu cu ca khch hng v cc i tc ang
bin chuyn ra sao v cn phi ng dng cc chin lc vo thc ti mi nh th
no cho hp l l mt v u t khim tn. l mt v u t khim tn nht v
c thi gian v tin bc nhng s mang li nhng khon li nhun khng ng. V
y l cng c h tr cho cng tc phn phi tt nht. V cng nhiu khch hng
bit n v a chung th cng c nhiu i l mun phn phi sn phm ca cng
ty v doanh s bn ra cng nhiu.
V theo phiu iu tra thc t th ngi tiu dng bit rt t v thng tin sn
phm v dn b lng qun do s xut hin ca cc sn phm mi v thay th khc.
Cng tc tuyn truyn c ng hin ti ca Cng ty mi ch dng li vic qung
co rt t trn mt s bo, tp ch, truyn hnh, v ti tr cho mt s chng trnh.
Trang web ca Cng ty cn rt ngho nn, cha c nhiu thng tin v cha thu
ht. sn phm ca Cng ty c nhiu ngi tiu dng bit n Cng ty cn
tng cng hot ng tip th, qung co cho sn phm ca mnh do ngn sch cho
qung co t v gim trong 2 nm gn y.
Ni dung xut:
ngi tiu dng bit n v la chn sn phm v tit kim chi ph i hi
cc nh qun tr marketing phi cn i cc khon chi dng mt cch thng minh.
Hy thn trng v tnh ton k cng vi qung co truyn hnh, t chc cc s kin
v ti tr cc chng trnh ln. Quan tm hn ti qung co bo giy, cc phng

97

tin trn internet, qung co ngay ti ni phn phi sn phm v s dng h thng
Pan ln t cc trung tm l cch qung co hiu qu.
i vi qung co:
Qung co l phng tin h tr c lc cho cnh tranh. Hin nay c rt
nhiu phng tin h tr cho qung co.
y em xin cp n mt vi phng tin ph bin m Cng ty c th
tip cn c:
+ Qung co ngoi tri, ti ni phn phi: i vi cng ty, y l hnh thc
qung co c u tin la chn v c mc chi ph va phi nhng mc bao
ph rng, c th qung b thng hiu nhng khng gian rng ln, tip cn mi
i tng ngi tiu dng. V th nn qung co nhiu hn ni phn phi(i l,
ca hng bn s, bn l, trng hc, sn vn ng, ch) v c th qung co qua
cc tm bng bng ron, p phch ln trong thnh ph v n em li li ch lu
di v t tn km hn cc loi qung co khc. Qung co ngoi tri pht huy tt
u im ca mnh trong vic qung b, nhc nh thng hiu, l hnh thc th
hin thng hiu qu i vi tnh hnh ti chnh hn ch ca cng ty.
+ Qung co trn bo, tp ch: hin nay Cng ty cng ang p dng hnh thc
qung co trn mt vi bo, tp ch nh tp ch v thng hiu Vit Nam, tp ch
v php lutcng mang li hiu qu nht nh. Tuy nhin, Cng ty nn tng
cng qung co sn phm trn tp ch, bo v sc khe v hin nay ngi tiu
dng hu ht u quan tm n vn sc khe, bn cnh sn phm ca Cng
ty li c nhiu tnh nng tt i vi sc khe ngi tiu dng nn chc chn s
c ngi tiu dng quan tm. ng thi Cng ty nn thc hin qung co mnh
vo dp h v dp tt.

Qung co trn internet: Cng ty nn u t xy dng trang web

qung b cho sn phm ca mnh nh l: nu cng dng ca nc khong, cc
on video v quy trnh ch bin hp v sinh, an ton ca sn phm gii ta ni
lo lng v cht lng ca khch hng. V cng lp knh bn hng trc tip qua
mng, tng doanh s.
i vi khuyn mi:
Khuyn mi c th ni l mt cng c hu hiu vc dy doanh s ang suy
gim. Tuy nhin, ch nn s dng cng c ny ch trong thi gian ngn v n lin
quan trc tip n li nhun ca Cng ty. V vy, nu khuyn mi lu s to thi
quen mua hng ca ngi tiu dng ch khi no c khuyn mi th mi mua khng
th thi. Cng ty ch nn p dng cc hnh thc khuyn mi nh: tng qu, phiu

98

thngnhn dp l, tt c in logo ca Cng ty. Cng ty nn dnh mt khon hoa

hng cho cc i l mua vi khi lng hng ha ln.
Tham gia hi ch, trin lm:
Cng ty nn tham gia cc cuc hi tho v ngnh nc khong, tham gia cc
hi ch, trin lm chuyn ngnh nc khong khch hng c th bit thm v
sn phm ca Cng ty. Qua y cng gip khch hng c th so snh sn phm ca
Cng ty vi sn phm ca i th cnh tranh nhm to cho h s tin tng khi s
dng sn phm ca Cng ty.
Hi ngh khch hng:
Thng qua hi ngh khch hng hng nm ban lnh o Cng ty c th gp
g cc khch hng c, to mi lin h thn thit vi khch hng, ng thi lng
nghe kin phn nh ca khch hng v sn phm ca Cng ty t gii quyt
c nhng khc mc t pha khch hng. Hi ngh cng nh gi tnh hnh hot
ng nm trc v bo co cho khch hng bit nhng ch trng, chnh sch ca
Cng ty trong thi gian ti c lin quan n khch hng. V y cng l knh
qung co tt v t khch hng h s tuyn truyn n nhng ngi thn, quen v
cht lng sn phm
Tuyn truyn:
Tuyn truyn c vai tr quan trng trong d lun, l mt phn ca quan h
qun chng, n c th to nn tc ng ng k khin cng chng bit n sn
phm ca Cng ty m t tn km chi ph hn qung co.
Mt cch gy hnh nh tt nht ca Cng ty i vi khch hng l ti tr cc
chng trnh vn ha, x hi, th dc th thao. Ti tr l hnh thc khng th thiu
trong hot ng xc tin, tuy nhin do ngun kinh ph cn hn ch Cng ty ch c
th tin hnh nhng t chc nh trong tng khu vc th trng.
y mnh cc hot ng xc tin bn hng nhm nng cao hiu qu hot
ng cho h thng phn phi ca Cng ty nh phn tch trn. sn phm
ca mnh c th tiu th tt trn th trng Cng ty nn c nhng hot ng h tr
v xc tin bn hng, t h thng phn phi ca Cng ty c th hot ng hiu
qu hn.
Hiu qu mang li:
Hot ng chiu th s gip cho sn phm ca Cng ty bn nhanh v
c nhiu ngi bit n.
Kch thch tiu th sn phm mt cch nhanh chng.
Gia tng s lng khch hng c th trng gn v xa.
L iu kin khch hng so snh nhng u, nhc im ca sn
phm ca Cng ty vi sn phm ca i th cnh tranh khc nhm khng nh sn
phm ca Cng ty trong tm l khch hng.

99

Nng cao sc cnh tranh ca Cng ty trc cc i th cnh tranh cng

ngnh trn th trng.

Vic giao dch trc tip trn internet gip cho Cng ty v khch hng c
th tm hiu ln nhau tt hn.
To iu kin thun li cho Cng ty trong vic tm kim v pht trin
nhng th trng mi.
Bin php 4: Tng cng o to, tuyn dng nng cao trnh cho nhn
vin th trng, bn hng ca cng ty.
L do xut:
Nhn vin bn hng l mt trong nhng ngun lc then cht trong vic gii
thiu thng tin sn phm n ngi tiu dng, i l v nh gi ng vin h tr
cc trung gian trong chin lc knh phn phi. Hiu qu cng vic c to nn
chnh t trnh , tinh thn v trch nhim i vi cng vic ca mi nhn vin
tng th trng trong Cng ty. Do vy, lun t c hiu qu trong sn xut
kinh doanh, Cng ty phi lun quan tm n lc lng lao ng ny trong Cng ty
c chnh sch o to, bi dng cho kp thi, hp l.
Hu ht lc lng nhn vin ca Cng ty khi mi tuyn vo trnh tay ngh
cn thp, mc d hng nm Cng ty t chc o to nng cao tay ngh ngi
lao ng nhng hiu qu mang li cha cao.
Ni dung thc hin:
i vi nhng ngi mi tuyn, trong thi gian th vic Cng ty cn thng
xuyn theo di, kim tra, nh gi trnh chuyn mn, tay ngh ca h, hng
thng yu cu h lm bo co tnh hnh v kt qu cng vic ca mnh t
Cng ty c c s nhn nh chnh xc kh nng, nng lc lm vic ca h. Bn
cnh , Cng ty cng c nhng ngi c kinh nghim km cp, hng dn, ch
bo cho h trong qu trnh lm vic.
Cho h i hc cc lp v o to nghip v bn hng, m phn v ng x
trong kinh doanh nhm nng cao kh nng thng lng, giao dch vi khch
hng.
C ch khen thng xng ng cho s n lc ca h v ch x pht
nghim minh i vi nhng ngi vi phm qui nh ca Cng ty.
Song song vi nhng hot ng trn Cng ty cng phi chun b mt khon
kinh ph phc v cho cng tc ny.
Hiu qu mang li:
Hiu sut v hiu qu cng vic ca nhn vin tng ln, t hiu qu
bn hng v gii thiu sn phm ca Cng ty cng c nng ln ng k.

100

Nng cao tinh thn trch nhim ca nhn vin trong Cng ty i vi

cng vic.
Khuyn khch s sng to v lng nhit huyt, nhy bn ca mi cn b
nhn vin trong Cng ty.
Bin php 5: Cn ci tin mu m, bao b gy n tng hn
L do xut: chin lc phn phi thnh cng th cn c s phi hp nhun
nhuyn ca ba chin lc Marketing mix khc l chin lc v sn phm, gi c
v xc tin, trong chin lc sn phm c tnh cht quyt nh. Bao b l b mt
ca mt sn phm, bao b c coi l ngi bn hng trc tip v n cha ng
nhng thng tin cn thit cho qu trnh quyt nh mua ca khch hng. Bn cnh
, mt bao b vi hnh nh sc so v n tng s nng tm sn phm ln mt
cch chuyn nghip v gp phn khng nh vo s yu thch nhn hiu ca khch
hng. V th mt sn phm c bao b p v bt mt lun c ngi tiu dng u
tin la chn. Nhng theo s iu tra thc t th a s khch hng cm thy mu
sc, bao b bnh thng, dn d, cha n tng bng cc sn phm khc. V cng
theo iu tra nhng khch du lch c nhu cu nc khong c ga nhng ton chai
thy tinh nn kh s dng.
Ni dung bin php: Cng ty cn a ra sn phm vi mu m mi trn th
trng trng im v th trng Min Nam (th trng tim nng) nn ci tin mu
sc, mu m bao b. Phng Marketing nn t chc cuc thi sng to slogan v mu
sc n tng trong cng ty hoc trn trang Web ca cng ty tm ra mu m bao
b p v n tng nht i vi ngi tiu dng v cng l cch qung b v cng
ty n ngi tiu dng. Nhanh chng hon thnh dy chuyn sn xut nc lon v
m rng sn xut chai pet to thun tin cho khch hng s dng nc khong.
Hiu qu mang li:
+ Tng th hiu ngi tiu dng, lm tng doanh s tiu th.
+ Gim thiu chi ph thu hi bao b v vng quay sn xut nhanh hn, khng phi
ch i bao b ch v.
+ To ng lc cho knh phn phi tch cc qung b sn phm n tay ngi tiu
dng. y mnh vic tiu th. S thun tin trong sn phm, v mu m gy n
tng th s lm tng doanh s.

101

PHN KIN NGH

1. i vi Nh nc:

Nh nc cn c cc chnh sch khuyn khch cc Cng ty trong t

chc sn xut, kinh doanh, b bt cc th tc khng cn thit, to iu kin cho
cc doanh nghip n nh sn xut, xy dng h thng ng x, in nc, giao
thng thun tin phc v cho qu trnh sn xut kinh doanh thun li.
C c ch kim nh v sinh an ton thc phm cng khai, nhanh chng
v an ton to uy tn, c hi cho cc doanh nghip lm n chn chnh hot ng
hiu qu hn.
C hnh thc x pht hp l i vi c s sn xut hng nhi, hng gi
gy nh hng n sc khe, lng tin ca khch hng v lm nh hng n c
vi sn phm uy tn.
2. i vi Cng ty:

Tng cng quan h vi nh phn phi, i l h trung thnh vi

thng hiu nh Thnh- Vikoda. Khi trung thnh h s sng cht cng cng ty v
vy sn phm ca cng ty s c h pht trin th trng v cho bn nhiu hn.

Cng ty a ra cc chnh sch v gi, chnh sch sn phm hp l

nhm kch thch cc nh phn phi y mnh tiu th sn phm.

102

Thng xuyn quan tm hn na n cc hot ng thm d, nghin

cu th trng, hot ng chiu th nhm nng cao thng hiu v hnh nh ca

cng ty trong tm tr khch hng.
Nh qun tr cao cp nn thng xuyn tng cng gim st nhn vin
th trng v nhiu ni cc a l c s thay i ln m nhn vin khu vc ny
khng h nm bt, trnh cp trn. Qua s thng xuyn st cnh s nh gi v
khuyn khch nhn vin lm vic trong mi trng thn thin.
a ra chnh sch lng thng hp dn thu ht c cc ng vin
gii, nng ng, c kin thc nhy bn v th trng.

Nghin cu a vo sn xut nhng sn phm mi c gi tr kinh t

cao, ph hp vi nhu cu ca khch hng.

Chm lo i sng cho cn b cng nhn vin trong Cng ty, to ra mi

trng lm vic thoi mi to ra nng sut cao. T chc nhiu hn nhng cuc
thi nhm khch l ti nng ca nhn vin v to s gn b, on kt gia tt c cc
cp bc.
M rng lnh vc kinh doanh, tng cng cng tc tm kim bn hng.

103

KT LUN
Qua thi gian tm hiu v nghin cu v Cng ty c phn Nc khong Khnh
Ha da trn kin thc hc trng, sch, bo tp ch v nhng ti liu v tnh
hnh kinh doanh thc t ca cng ty cho em thy rng: Phn phi hng ha l mt
cng on quan trng trong chu trnh sn xut, kinh doanh ca mt doanh nghip,
ging nh h thng knh mng em nc v lm ti mt cc cnh ng. Doanh
nghip c th sn xut ra nhng sn phm cht lng cao nhng nu khng thit
lp c h thng phn phi ph hp th rt kh a c sn phm n tay ngi
tiu dng. Do vy, vic xy dng v pht trin h thng phn phi hiu qu lun l
vn sng cn ca mi doanh nghip sn xut.
H thng knh phn phi l cc c nhn, cc t chc kinh doanh c lp hay
cc phng tin, cng c trung gian c nhim v chuyn sn phm t nh sn xut
n th trng, p ng nhanh nht cho ngi tiu dng. Knh phn phi l tp
hp nhng trung gian c nh sn xut chn lc v quyt nh a sn phm
ra th trng sao cho hiu qu nht vi chi ph thp nht. xy dng c knh
phn phi cc doanh nghip phi mt nhiu nm v tn nhiu tin ca, cng sc v
y l c mt cng trnh khoa hc v ngh thut. Do vy n thi im ny cc
doanh nghip Vit Nam chng ta t c doanh nghip no hi lng vi knh phn
phi ca mnh, bi v nhiu doanh nghip cha c mt knh phn phi mnh v
hu hiu chuyn ch sn phm n vi khch hng mc tiu v l do nguyn
nhn chnh sch phn phi cha hiu qu. Rt nhiu ch doanh nghip hin nay
ang au u v chnh sch phn phi ca mnh khng hiu qu ngoi th trng.
i vi Cng ty C phn nc khong Khnh Ha kinh doanh sn phm thit
yu trong nn kinh t th trng hin nay nn c rt nhiu i th cnh tranh v
sn phm thay th th yu t phn phi ng vai tr v cng quan trng, quan
trng hn c sn phm, gi c, xc tin. V th cng ty cn phi thng xuyn
nghin cu v hon thin chnh sch phn phi hp l bn cnh a dng ha sn
phm, lun m bo cht lng p ng ti a nhu cu th trng. T khng
nh v tr ca mnh trn th trng c v quy m v cht lng, to nim tin yu
ca khch hng.

104

TI LIU THAM KHO

1. GS V Th Ph (1996): Marketing cn bn, Nh xut bn Gio Dc, H Ni,
trang 158 174.
2. TS. Trn Th Ngc Trang, Th.S. Trn Vn Thi, Qun Tr Knh Phn Phi, Nh
xut bn Thng K, H Ni.
3. Charles D.Schewe & Alexander Hiam, MBA trong tm tay v Marketing, Nh
xut bn tr, trang 453- 498
4. Phillip Kotler (1997): Qun tr Marketing, nh xut bn thng k H Ni, trang
628 670.
5. Philip Kotler Gary Armstrong (2005), Nhng nguyn l Tip th (tp 2), Nh
xut bn Thng K., trang 23 -149
Cc ti liu v Cng ty C phn nc khong Khnh Ha
Cc trang Web trn Internet
Cc Bo, tp ch.
Lun vn kha trc.