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Kho lun tt nghip GVHD : ThS. Trn Th Nh Lm

MC LC

Li m u..........................................................................................................Trang 7

Phn I: C S L LUN.............................................................................................9

I. L lun v marketing..............................................................................................10

1. nh ngha...............................................................................................................10

a. Quan im truyn thng.....................................................................................10

b. Quan im hin i..............................................................................................10

2. Marketing Mix........................................................................................................11

a. nh ngha.............................................................................................................11

b. Cc thnh phn Marketing Mix.........................................................................11

II. Lc lng bn hng...............................................................................................12

1. Khi nim.................................................................................................................12

a. Bn hng................................................................................................................12

b. Lc lng bn hng.............................................................................................12

2. Vai tr.......................................................................................................................12

3. Nhim v..................................................................................................................13

4. ngha.....................................................................................................................13

5. Qu trnh bn hng.................................................................................................13

III. Qun tr lc lng bn hng...............................................................................14

1. Khi nim.................................................................................................................14

2. Vai tr.......................................................................................................................14

3. Cu trc lc lng bn hng.................................................................................15

a. Cu trc lc lng bn hng theo a l..........................................................15

b. Cu trc lc lng bn hng theo sn phm...................................................16

c. Cu trc lc lng bn hng theo khch hnh................................................17

d. Cu trc lc lng bn hng hn hp..............................................................19

4. Nhng kiu lc lng bn hng...........................................................................19

SVTH : H Th nh Ngc Trang 1


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a. Vn phng lm vic.............................................................................................32

b. Kho v phng tin vn chuyn........................................................................32

2. C cu ngun lao ng..........................................................................................32

3. Tnh hnh ti chnh ca cng ty trong giai on (2006 - 2008)......................34

a. Phn tch tnh hnh bin ng ca ti sn v ngun vn ca cng ty TNHH

Duy Thanh trong gia on( 2006 2008)...............................................................37

b. Phn tch tnh hnh ti chnh thng qua cc thng s ti chnh ca cng ty

TNHH DuyThanh........................................................................................................37

III. Mi trng marketing nh hng n hot ng kinh doanh ca cng ty

TNHH Duy Thanh trong giai on ( 2006 2008)...............................................41

1.Mi trng v m.....................................................................................................41

a. Mi trng kinh t...............................................................................................41

b. Mi trng chnh tr v php lut.....................................................................43

c. Mi trng khoa hc k thut............................................................................44

d. Mi trng vn ho x hi.................................................................................44

e. Mi trng dn s................................................................................................45

f. Mi trng t nhin.............................................................................................46

2. Mi trng doanh nghip......................................................................................46

a. Doanh nghip........................................................................................................46

b. Khch hng...........................................................................................................46

c. i th cnh tranh...............................................................................................47

d. Nh cung cp........................................................................................................48

IV.Tnh hnh kinh doanh ca cng ty TNHH Duy Thanh trong giai on

( 2006- 2008)..............................................................................................................49

1. Hot ng Marketing ti cng ty TNHH Duy Thanh...........................................49

a. Chnh sch sn phm..................................................................................................49

b. Chnh sch gi.............................................................................................................49

c. Chnh sch phn phi.................................................................................................50



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d. Chng trnh khuych trng, c ng..................................................................51

2. Kt qu hot ng kinh danh ca cng ty TNHH Duy Thanh trong giai

on(20062- 2008)......................................................................................................51

V. Thc trng cng tc qun l lc lng bn hng ca nhm sn phm

Unilever ti cng ty TNHH Duy Thanh..................................................................53

1.T chc lc lng bn hng ca nhm sn phm Unilever ti cng ty TNHH

Duy Thanh....................................................................................................................53

a. C cu t chc bn hng.....................................................................................53

a.1. S cu trc lc lng bn hng.............................................................53

a.2. u, nhc im ca cu trc lc lng bn hng ti cng ty ..............53

b. Th trng bn hng ca nhm sn phm Unilever ti cng ty TNHH Duy

Thanh............................................................................................................................54

c. Cc kiu lc lng bn hng ca nhm sn phm Unilever ti cng ty

TNHH Duy Thanh.......................................................................................................55

2. Thc trng cng tc tuyn dng v hun luyn nhn vin bn hng ti cng

ty TNHH Duy Thanh..................................................................................................57

a. Cng tc tuyn dng v hun luyn nhn vin bn hng..............................57

a.1. Cng tc tuyn dng......................................................................................57

a.2. Hun luyn nhn vin bn hng..................................................................58

b. Cc hnh thc tr lng v ng vin nhn vin bn hng..........................58

b.1. Cc hnh thc tr lng cho nhn vin bn hng.....................................58

b.2. Cc hnh thc ng vin nhn vin bn hng...........................................61

c. Cng tc kim tra, nh gi kt qu bn hng ca nhn vin bn hng ca

nhm sn phm Unilever ti cng ty TNHH Duy Thanh.....................................62

3. nh gi cng tc qun tr lc lng bn hng ca nhm sn phm Unilever

ti cng ty TNHH Duy Thanh...................................................................................67

a. Thun li...............................................................................................................67

b. Hn ch..................................................................................................................67



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Phn III. MT S GII PHP NNG CAO CNG TC QUN TR LC

LNG BN HNG CA NHM SN PHM UNILEVER TI CNG TY

TNHH DUY THANH TRONG GIAI ON ( 2009 2014)

Nhng cn c tin ..................................................................................................70

1. Xu hng pht trin ca ngnh bn l ti Vit Nam trong tng

lai...................................................................................................................................70

2. Xu hng tiu dng ca ngnh tiu dng nhanh trong tng lai...................72

3. Cc c hi v e do i vi cng ty TNHH Duy Thanh v nhm sn phm

Unilever........................................................................................................................73

a. C hi.....................................................................................................................73

b. e da....................................................................................................................74

4. Phn tch cc nhn t nh hng n lng lng bn hng ti cng ty

TNHH Duy Thanh trong giai on ( 2006 - 2008)................................................74

a. Sn phm...............................................................................................................74

b. Th trng.............................................................................................................74

c. i th cnh tranh...............................................................................................75

d. Khch hng...........................................................................................................75

II.Phng hng v mc tiu kinh doanh ca cng ty TNHH Duy Thanh trong

giai on ( 2009 2014)............................................................................................76

1. Phng hng hot ng ca cng ty ................................................................76

2. Mc tiu kinh doanh..............................................................................................77

III. Mt s gii php nng cao cng tc qun tr lc lng bn hng ca nhm

sn phm Unilever ti cng ty TNHH Duy Thanh trong giai on

( 2009 2014).............................................................................................................81

1. Cng tc tuyn dng, hun luyn v o to, pht trin lc lng bn hng..

81

a.Tuyn dng nhn vin bn hng.........................................................................82

b. Hun luyn nhn vin bn hng........................................................................85



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2. Chnh sch tin lng v ng vin lc lng bn hng................................87

a. Chnh sch tin lng dnh cho nhn vin bn hng Unilever....................87

b. ng vin bng cc chnh sch i ng khc.................................................87

3. Mt s gii php khc............................................................................................88

a.T chc cc hot ng ngoi kho tng tinh thn giao lu on kt gia cc

nhn vin bn hng vi cc nhn vin khc ca cng ty cng nh cc b qun l,

lnh o cng ty............................................................................................................93

b.To cc hot ng giao lu dnh cho nhn vin bn hng v nhng khch hng

ca h.............................................................................................................................93

Kt lun.........................................................................................................................95Li cm n...................................................................................................................96

Danh mc ti liu tham kho....................................................................................97



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LI M U

Cng tc bn hng l khu kt thc ca qu trnh lu chuyn sn phm.

Tt c nhng sn phm lm ra u c mc ch cui cng l n c tay

ngi tiu dng trc tip, c th trng chp nhn v mang v li nhun cho

doanh nghip. lm c iu ny, mi mt cng ty u to ra cho mnh mth thng bn hng ring sn phm nhanh chng c tiu th, t hiu qu

cao. Vai tr ca ngi bn hng i vi h thng bn hng ni ring v ca

doanh nghip l v cng quan trng. Lc lng bn hng l nhng ngi trc

tip to ra doanh thu, h cng chnh l nhng ngi truyn ti hnh nh v b

mt ca doanh nghip. Cng vi s pht trin ca cng ngh thng tin, hin

nay ngoi lc lng bn hng trc tip cn c cc hnh thc bn hng khcnh: bn hng qua Internet, in thoi,.Tuy nhin, khng v th m mt i

tm quan trng v ngha ca lc lng bn hng i vi doanh nghip.

Nn kinh t Vit Nam ngy nay tr mnh ho nhp vo s pht trin

chung ca th gii, tham gia vo tin trnh hi nhp quc t. T khi gia nhp

ASEAN, APEC v c bit l WTO, Vit Nam c nhng bin chuyn su

sc v ang ng trc nhng thch thc ln.Trc sc p ca nn kinh t, s



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bng n ca khoa hc cng ngh v s thay i v vn ho, x hi i hi

doanh nghip phi nng ng hn, sng to hn, trang b cho mnh hnh trang

cng nh nng lc cnh tranh trn th trng th gii. Mt trong nhng

trang b chnh l s quan tm cng nh nng cao k nng v kin thc cho

cc nhn vin ni chng v lc lng bn hng ni ring. Bn cnh , yu t

quan trng nht chnh l gi chn khch hng. Do , cng tc qun tr lc

lng bn hng ti doanh nghip l rt quan trng.

Cng ty TNHH Duy Thanh l mt n v phn phi nhiu sn phm tiu

dng ca nhiu nh sn xut ni ting. Tuy nhin, sau khi c nhiu tc ng

ca nn kinh t nh hng trc tip n li nhun ca cng ty cng nh th

phn m cng ty xy dng c trong thi gian qua c nguy c st gim. Xut

pht t thc t nhng kh khn ang t ra trc mt cng ty v vn cn

gii quyt l lm sao duy tr v pht trin v th ca cng ty trong tnh hnh

cnh tranh nh hin nay. Chnh v th, cng ty cn xem xt n cc hot ng

nh hng n doanh thu, m yu t quan trng nht chnh l lc lng bn

hng. Cu hi t ra Lm th no lc lng bn hng hot ng tt nht

v mang v doanh thu cao nht cho cng ty. cu hi ny c tr li th

thit ngh cng tc qun tr lc lng bn hng l rt quan trng.

Ti cng ty TNHH Duy Thanh c rt nhiu mt hng c phn phi, tuy

nhin cc sn phm ca tp on Unilever l nhng sn phm mang li doanh

thu v li nhun chnh cho cng ty. Ti cng ty Duy Thanh c nhiu i bn

hng khc nhau, do iu kin c hn nn em ch c php tham gia trong i

bn hng Unilever. Qua qu trnh tm hiu v thc t ti doanh nghip, cng

nh xem xt cc yu t tc ng chung ca nn kinh t n tnh hnh kinh

doanh ca cng ty hin nay em chn ti: Mt s gii php nng cao

cng tc qun tr lc lng bn hng ca nhm sn phm Unilever ti

cng ty TNHH Duy Thanh . Thng qua qu trnh phn tch hin trng kinh

doanh ca cng ty em hy vng s c nhng tng ng gp gip cho cng



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tc qun l lc lng bn hng ngy cng hon thin hn v kt qu hot ng

ca cng ty ngy cng tt hn.

PHN I

C S L LUN



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I. L LUN V MARKETING

1. nh ngha

a. Quan im truyn thng

- Theo John H. Crighton (Australia): Marketing l qu trnh cung cp ng

sn phm, ng knh hay lung hng , ng thi gian v ng v tr.

- Theo Wolfgang J. Koschnick (Dictionary of marketing): Marketing l

vic tin hnh cc hot ng kinh doanh c lin quan trc tip n dng hng

ho v dch v t ngi sn xut n ngi tiu dng.

b. Quan im hin i

- Theo Peter Drucker: Mc ch ca marketing khng cn thit y mnh

tiu th. Mc ch ca n l nhn bit v hiu khch hng k n mc hng

ho hay dch v s p ng ng th hiu ca khch hng v t n tiu th.

- Theo William M. Pride: Marketing l qu trnh sng to, phn phi, nh

gi, c ng cho sn phm, dch v, tng tha mn nhng mi quan h

trao i trong mi trng nng ng.



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- Theo hip hi Marketing M (The American Marketing Associattion -

AMA): Marketing l qu trnh hoch nh v qun l vic thc hin vic nh

gi, chiu th v phn phi cc tng, hng ho, dch v nhm mc ch to

cc giao dch tho mn mc tiu ca cc c nhn v t chc.

- Theo hin hi Marketing Nht Bn (The Janpa Marketing Associattion

JMA): Marketing l mt hot ng tng hp m qua cc doanh nghip hay

t chc c tm nhn chin lc v thu hiu khch hng s to ra th trng

cho mnh bng phng thc cnh tranh cng bng.

.

- Theo Philip Kotler : Marketing l mt dng hot ng ca con ngi

nhm tho mn nhng nhu cu v mong mun ca h thng qua trao i.

2. Marketing mix

a. nh ngha: Marketing mix l tp hp nhng yu t bin ng kim sot

c ca marketing m cng ty s dng c gng gy c phn ng mong

mun t pha th trng mc tiu.

b. Cc thnh phn ca marketing Mix (4P)

Hnh 1: M hnh marketing Mix

Sn phm ( Product)

L tp hp tt c hng ho v dch v m cng ty cung ng cho th trng

mc tiu


Marketing Mix

Product

Price

Place

Promotion

Th trng mc tiu


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Gi c ( Price)

L tng s tin m ngi tiu dng phi chi c c hng ho.

Phn phi ( Place)

L mi hot ng hng ho d dng n tay khch hng mc tiu.

Truyn thng, c ng ( Promotion)

L hot ng ca cng ty nhm truyn b nhng thng tin v u im ca

hng ho do mnh sn xut hoc kinh doanh thuyt phc khch hng mc

tiu mua sn phm .

Cc hot ng ca truyn thng gip cng tc xc tin bn c tt hn

v t hiu qu hn nh:

- Bn hng

- Qung co

- Quan h cng chng

- Khuyn mi

- Marketing trc tip



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II. LC LNG BN HNG

1. Khi nim

a. Bn hng

Bn hng l mt hot ng marketing tp trung vo tng ngi s dng

ca th trng mc tiu, sau nui dng v khuyn khch mt s chuyn

tip nhanh chng t vic nhn thc vn cho n hnh vi mua.

b. Lc lng bn hng

Lc lng bn hng l tt c cc yu t vt cht, phi vt cht nhm to

nn kh nng lin quan trc tip hoc gin tip n chc nng bn hng hoc

phn phi hng ha ca doanh nghip.

2. Vai tr

Lc lng bn hng thc hin cc mi lin h gia doanh nghip vi

cc i tng kinh doanh trong v ngoi nc.Tt c cc vic trong doanh

nghip ph thuc phn ln vo vic tiu th sn phm v cc dch v c sn

xut ra trong tng k, doanh nghip ch tn ti khi sn phm ph hp vi nhucu ca khch hng v c khch hng chp nhn lu di thng qua vic cho

hng ca lc lng bn hng.

Lc lng bn hng l lc lng then cht gip cho doanh nghip tr

thnh doanh nghip thch nghi v sng to trong qu trnh pht trin.

Lc lng bn hng c th thm d bit thm v cc vng mc ca

khch hng v xy dng quan h c nhn lu di vi nhng khch hng quantrng.

Lc lng bn hng c v nh nhng i mt, i tai ca doanh nghip

trn th trng, h tip xc vi khch hng nn hiu r nhu cu v mong mun

ca khch hng i vi cc sn phm ca doanh nghip, bit c kh nng

thanh ton ca mi khch hng khc nhau, bit c im mnh, im yu ca

sn phm v cc chnh sch bn hng ca doanh nghip v i th cnh tranh.



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3. Nhim v

- Thm d : Tm kim v xy dng mi quan h vi khch hng mi.

- Thng tin : Truyn t kho lo nhng thng tin cn thit v sn phm

ca doanh nghip.

- Bn hng : Trc tip giao dch, gii thiu tr li nhng thc mc v yu

cu ca khch hng khi mua.

- Phc v : Cung cp kp thi cc dch v cho khch hng .

- Nghin cu th trng : Thu lm thng tin nghin cu v tnh bo v

th trng vit nhng bo co v giao dch.

- nh gi tnh cht tng loi khch hng v phn phi hng cho hp l.

4. ngha

- Bn hng l hnh thc mang tnh chn lc cao cho php ngi lm

marketing a ra cc thng ip c tnh thuyt phc n cc nhu cu c th ca

tng ngi mua hoc ngi nh hng n quyt nh mua.

- i vi ngi lm marketing, bn hng l mt n lc giao tip trc

tip, mt i mt vi khch hng rt c kh nng cao. i vi khch hng,

nhn vin bn hng l ngun thng tin ch yu i vi khch hng ang d

nh mua v gip h ra quyt nh mua.

5. Qu trnh bn hng

Hot ng bn hng bt u trc khi hai bn gp g tip xc hay trao i

v cn ko di n khu theo di v hu mi.

- Thm d khch hng: L xc nh i tng khch hng, ngha l tm

kim nhng khch hng tim nng c nhu cu vi sn phm ca mnh v c

kh nng mua hng

- Tm hiu khch hng: L nghin cu k i tng khch hng ln k

hoch tip xc khi thu thp thng tin ti a v khch hng. Bn bn hng xc



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nh mc tiu thm ving, cch tip xc. Ngi bn bt u ra mt chin

lc tip cn khch hng.

- Gy dng nim tin: y l cch thc c th m ngi bn tip cn vi

khch hng khi m u cuc ni chuyn, nhng giy pht u tin nhng cu

ni v cu tr li u tin, cc biu hin phi ngn ng tht s c tnh quyt

nh i vi chiu hng pht trin mi quan h sau ny.

- Thng tin : Pht hin cc nhu cu tht s c ng c v nhng tr ngi

ca ngi mua, thu thp cng nhiu thng tin cng tt v kh nng quyt nh

ca ngi mua v nhng hot ng cho hng ca cc i th cnh tranh.

- ngh: a ra nhng li cho hng da trn nhng li th c th no

i vi khch hng chiu to nhng nhu cu v ng c m h cho ta

bit trc, sau khi lng nghe khch hng by gi ngi bn phi gii thiu sn

phm v lin h vi cc vn m khch hng cn gii quyt.

- Tr li thc mc: Li cho hng khin khch hng phn bc trong giai

on ny ngi bn hng tm cch tho g cc vng mc c tht nh th mi

gii thch cc bt ng v gi c, c tnh ca sn phm.

- Chng minh: Giai on no din ra sau khi khch hng t v quan tm

v cc vng mc xem nh gii quyt.

-Kt thc: Ngi bn c th kho lo s dng cc tc nhn kch thch gi

cht hay cc k thut kim sot kt thc cuc bn hng khi kt thc bn

hng ngi bn phi kt thc bng mt cu tch cc lm yn lng khch

hng.

- Theo di: Giai on ny bt u ngay sau khi cuc bn hng kt thc.

Sau khi kt thc ngi bn phi tm hiu xem khch hng c hi lng khng,

theo di nhng thay i trong nhu cu ca h.

III. QUN TR LC LNG BN HNG

1. Khi nim



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Qun tr lc lng bn hng l vic phn tch, lp k hoch, thc thi v

kim tra cc hot ng ca lc lng bn hng. Bao gm thit k chin lc v

cu trc lc lng bn, tuyn dng, chn lc, hun luyn, kch thch, gim st,

nh gi nhn vin bn hng ca cng ty.

2. Vai tr:

-Qun l i ng bn hng lm tng hiu qu v nng lc ca i ng

bn hng.

- Lin kt v mt qun tr i vi th trng

3. Cu trc lc lng bn hng

a. Cu trc lc lng bn theo a l

S t chc lc lng bn hng theo a l l phng php thng xuyn

c s dng nht cho cc hnh thc bn hng c nh v di ng, mi ngi

bn ph trch mt khu vc bn hng v tu theo qui m ca t bn hng m tn

ti mt hay nhiu th bc quan h (ngi bn hng thng xuyn c gi l

trng khu vc, trng bn hng vng...). Cc doanh nghip s dng cu trc

ny thng a ra th trng hng lot cc sn phm c quan h cht ch vi

nhau v m rng qui m bn hng. Doanh nghip s phn nh trch nhim

qun l bn hng cho cc qun tr vng. Cc qun tr vin ny s phi chu

trch nhim i vi cc hot ng trong vng ca mnh v i khi cng phi

chu trch nhim i vi cc hot ng tip th khc trong vng ca mnh.

T chc theo a l


Ban quan tr ban

G ban hang G ban hang G ban hang

KV 1 KVKV 1 KV 1KV 1 KV

VNBH VNBH VNBH VNBH VNBH VNBH


17/102


Hnh 2: Cu trc lc lng bn hng theo a l

u im

- Khng c s chng cho trong quan h vi khch hng, ch c mt ngi

quan h trc tip vi khch hng: ngi bn ph trch khu vc.

- Gii thot v mt thi gian cho gim c bn hng cp cao v giao trch

nhim bn hng cho cc trng bn hng a phng, ngi c th hiu bit

trc tip v vng khch hng ca mnh v c th ra quyt nh nhanh chng.

- Gip cho vic a cc sn phm vo th trng c kh nng bao ph thtrng tt hn v tng cng s kim sot lc lng bn hng.

Nhc im

- C cu sn phm ca doanh nghip khng c qu rng, khch hng

phn tn nu khng th kh khn chnh cho ngi bn hng v cn phi c cc

k nng cn thit.

- Chi ph qun l s c xut hin cng vi vic xy dng nhiu cp bc

qun l theo khu vc.

b.Cu trc lc lng bn theo sn phm

L hnh thc t chc lc lng bn hng ch trng n chuyn mn ha

vic bn hng theo tng sn phm. Hnh thc ny ph bin nht trong cc

doanh nghip a nhiu sn phm c mc phc tp khc nhau ra th trng

hay trong nhng cng ty sn xut c nhng sn phm khng c lin quan g vi

nhau, mi sn phm i hi phi c s chm sc c bit khc nhau v c

nhng th trng khch hng cn c nhng k nng rt c bit.

SVTH : H Th nh Ngc Trang 17Phutrachsanphm A

Phutrachsanphm A

Phutrachsanphm A

Phutrachsanphm A

Ban quan trbanhang


18/102


Hnh 3: Cu trc lc lng bn hng theo sn phm

u im

- K nng bn hng c pht trin, kin thc v sn phm v khch hng

c nhn vin am hiu tt hn.

- Gip tng th trng v tng sn phm c quan tm ng mc.

Nhc im

- Tn km chi ph o to nhn vin bn hng chuyn mn ha sn phm.- Nhiu nhn vin bn hng c th mi mc cng mt khch hng, iu

ny khng ch to ra chi ph ln m cn lm cho khch hng ln ln v giao

dch vi nhiu nhn vin trong trong cng mt doanh nghip khi khch hng

mua hai hay nhiu sn phm.

c. Cu trc lc lng bn theo khch hng

Trong trng hp cc doanh nghip a cc sn phm tng t nhau camnh ti nhiu loi khch hng khc nhau th thng xy dng c cu t chc

theo khch hng, mt hnh thc c bit hu ch trong trng hp i hi cc

phng php v x l bn hng khc nhau.

Trong kiu t chc ny, mt s ngi bn nht nh ph v hoc thc hin

bn chuyn trch mt s khch hng xc nh v n cn thit mt k nng c

bit, nh l cc t chc hnh chnh, cc tp th a phng, cc trung tm mua



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hng ... Ni chung l nhng khch hng c phn chia theo nhng tiu thc

nht nh. M hnh ny c p dng trong trng hp cc khch hng ca

doanh nghip c s khc bit v qui m nh khch hng s, l, t chc gia

nh. Mc s dng nhiu hay t, hng lot hay n chit. Phng thc mua

hng c th dng tin mt, chuyn khon, gi u hay tr chm.



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Hnh 4: Cu trc lc lng bn hng theo khchhng

u im

- Cho php cc doanh nghip hiu tt hn v nhu cu ca khch hng, mi

nhn vin bn hng c th nm bt c nhu cu cu khch hng c bit.

- Mi i din bn hng s l mt chuyn gia quan h , c s hiu bit su

sc v khch hng v tham mu cho doanh nghip c chnh sch bn hng

thch hp

- Gim chi ph v lng cho lc lng bn hng.

Nhc im

- Chi ph i li nhiu hn so vi cu trc a l.

- Khi kinh doanh c nhiu loi hng khc nhau phn tn khp nc, th s

phi gia tng s i li cho tng nhn vin bn hng ca doanh nghip dn ti

hao tn thi gian.

- To s chng cho khu vc, cc nhn vin bn hng khc nhau mi gi

cc khch hng khc nhau trn cng khu vc, s trng lp cc n lc ny gy

tn km chi ph bn hng v chi ph qun l .


Giam cthng mai

Giam cban hang thtrng dn

c


c


cPhu trachkhu vc

Nhn vinban hang


21/102


d. Cu trc lc lng bn kiu hn hp

Ch mt s doanh nghip phn chia lc lng bn hng theo mt cch. a

s cc doanh nghip bn nhiu loi sn phm khc nhau cho nhiu loi khch

hng khc nhau trn a bn rng ln thng s dng kt hp nhiu cu trc

trong cc cu trc trn hnh thnh cu trc lc lng bn hng ca doanh

nghip. V d, mt doanh nghip c th s dng cu trc theo khu vc a l

kt hp vi phn chia theo c trng khch hng hay c th kt hp gia a l

v sn phm. V c bn c cu t chc hn hp l nhm n lc tn dng nhng

li im v qun l ca cc loi cu trc c kt hp nhm to nn mt cu

trc ti u.

Kt lun: Hnh thc t chc ca lc lng bn hng ph thuc phn

ln vo chin lc bn hng thch ng. Do th trng rt a dng nn cn s

dng cc t chc khc nhau nhng khu vc a l khc nhau hay vi nhng

mt hng khc nhau. Nu doanh nghip ch bn mt sn phm cho khch hng

ng nht, doanh nghip thng chn cu trc theo vng a l hoc theo

khch hng. Nu doanh nghip bn nhiu loi sn phm th hnh thc t chc

theo sn phm hoc khch hng s c thc hin thun li hn.

4. Nhng kiu lc lng bn hng

a. Lc lng bn hng ring

L kiu lc lng bn hng c hnh thnh t nhn vin bn hng ch

lm vic duy nht cho doanh nghip hay cn gi l lc lng bn hng ca

doanh nghip. Nhng nhn vin bn hng theo kiu ny l nhng ngi nhn

lng ca doanh nghip v h phi chu mt s quan h cht ch vi ngi

qun l cp trn, chu s kim tra ca cc quan h th bt c hnh thnh

trong c cu hoc cu trc lc lng bn.



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Lc lng bn hng ca doanh nghip l kiu lc lng bn hng c

hnh thnh ph bin nht cc doanh nghip thng mi khi doanh nghip

quyt nh s dng ton b thi gian ca nhn vin bn hng v mong mun

thc hin kim sot cht ch i vi nhn vin bn hng. Kiu ny chia thnh

hai loi:

Lc lng bn hng bn trong ( c nh)

y l kiu lc lng bn hng m nhn vin bn hng thc hin

vic bn hng bn trong doanh nghip theo cch c nh, hu ht tp trung

mt c s, vn phng, lin h vi khch hng ch yu thng qua in thoi.

Lc lng bn hng ny c th c dng nh lc lng bn hng chnh yu

ca doanh nghip hoc l lc lng h tr cho cc lc lng bn hng hot

ng bn ngoi doanh nghip.

Vic duy tr lc lng ny i hi cc doanh nghip phi thit lp cc

im bn hng v ko theo doanh nghip khi tho nhng chnh sch

thng mi khc nhm thu ht khch hng v nhng im bn doanhnghip thc hin cc hot ng bn hng thng qua cc nhn vin bn hng.

Lc lng bn hng bn ngoi (di ng)

L kiu lc lng bn hng m nhn vin bn hng thc hin vic

bn hng bn ngoi doanh nghip hoc khng c tr trong doanh nghip. Vic

bn hng ca nhn vin c thc hin bi s duy chuyn n ni ca khch

hng, thm d, kho st v tip xc, gp g... lc lng bn hng thng ctri ra theo tng vng a l hay s dng theo hnh thc thng mi di ng.

Vic duy tr lc lng bn hng ny i hi doanh nghip phi t chc hnh

trnh bn hng, phn chia khu vc v t chc cc hot ng di chuyn. V cng

vic ch yu ca nhn vin bn hng l bn ngoi doanh nghip nn s to s

kh kim sot nu khng c t chc tt.

b. Lc lng bn hng u quyn



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y l kiu lc lng bn hng m nhng ngi bn hng lm vic cho

nhiu cng ty (ngi i l thng mi) ch khng hon ton cho mt cng ty

no nht nh. H l nhng c nhn, hip hi hnh ng c lp, i din cho

hai hay nhiu nh sn xut hay cung ng dch v trong mt vng lnh th qui

nh, hng hoa hng i l v kinh doanh nhiu mt hng c lin quan vi

nhau v ngnh hng nhng thng khng mang tnh cnh tranh vi nhau.

c. Lc lng bn hng tng hp

Ngoi hai kiu lc lng bn hng trn doanh nghip cn c th s dng

kiu lc lng bn hng khc chim lnh th trng. Hai kiu lc lng bn

hng ni trn c th c nhn thy trong cng mt lc lng bn hng ca

doanh nghip. Doanh nghip c th s dng hn hp lc lng bn hng ca

cng ty v mng li i l xm nhp nhiu th trng khc nhau. Doanh

nghip c th s dng lc lng bn hng ring trn mt vng nht nh nu

mt khch hng ln v lc lng bn hng c u quyn trn mt s

vng khc nhau. S kt hp hi ho hai kiu lc lng bn hng l biu hin

ca vic cng khai thc tt nht nhng u im m c hai kiu mang li.

5. Tuyn dng, hun luyn nhn vin bn hng

a. Tuyn dng nhn vin bn hng

Khi nim

Tuyn chn nhn vin l mt tin trnh thu ht nhng ngi c kh nng

t nhiu ngun khc nhau n ng k, np n lm vicCng c t chc c huy ng v trch nhim thc hin hot ng s

khc nhau gia cc doanh nghip v ph thuc vo mt s yu t nh: quy m

lc lng bn hng, t l ngh vic ca nhn vin bn hng, c cu phng ban

v mc tp trung ca t chc. Theo quy lut chung, phng nhn s ca cng

ty him khi c trch nhim c nht cho vic tuyn dng nhn s bn hng m



24/102


thay vo h s chia s trch nhim ny vi mt vi b phn khc trong t

chc bn hng.

Cc doanh nghip ang tm kim cc ng c vin cho cc v tr bn hng

c mt s ngun tuyn dng sn c. C 2 ngun bn trong v bn ngoi u c

th c s dng. Ngun bn trong bao gm chnh cc nhn s bn hng ca

doanh nghip thin chuyn ni b cc nhn s khng thuc b phn bn hng.

Ngun bn ngoi, bao gm cc t chc gio dc, cc t chc chuyn tuyn

dng v gii thiu vic lm, lc lng bn hng ca cc cng ty cnh tranh v

khng cnh tranh, cc nhn vin ca cng ty khch hng, nhng ngi c nhu

cu tm vic lm, cc cu lc b v t chc ca nhng ngi theo ngh bn

hng v qung co.

b. Chn la nhn vin bn hng

Tin trnh chn la c th l mt cuc phng vn n gin khng chnh

thc hoc c th bao gm hng lot cc hot ng tn thi gian. Tin trnh

chn la c th bao gm nhiu giai on m mi giai on l mt cng c cho

giai on tip theo:

- S tuyn

- Np n chnh thc

- Phng vn c nhn

- Thm tra hc vn v kinh nghim

- Kim tra sc khe

- Quyt nh chn la

Cc giai on ny c th thay i, thm bt hoc thay i th t tu theo

c im v nhu cu ca mi doanh nghip.

c. Hun luyn nhn vin bn hng

C 2 mc tiu ln trong vic xy dng v thc hin chng trnh hun

luyn cho nhn vin bn hng mi thm nhp vo th trng v tng cng

hiu qu cng vic v kt qu bn hng ca cc nhn vin bn hng c mt



25/102


cch lin tc. Ngoi ra, chng trnh cn c th c mt s mc tiu c th ca

n.

Ni dung ca chng trnh hun luyn c th bao gm:

- Gii thiu v doanh nghip cng vi cc chnh sch v th tc

- Kin thc v ngnh kinh doanh ca doanh nghip, th trng, khch

hng.

- Kin thc chi tit v sn phm ca cng ty.

- S pht trin k nng v k thut bn hng thch hp.

6. nh gi v kim sot lc lng bn hng

a. Xy dng ch tiu thc hin

Cc ch tiu thc hin ng n i hi phi phn nh ng cc chnh xc

nhng g ban qun tr mong mun. C hai tiu chun nh gi:

- Tiu chun nh gi nh lng: Cc tiu chun nh gi kt qu hon

thnh bn hng khch quan o lng c v mt n lc v hiu qu tiu chun

ny c s dng nhiu nht.

- Tiu chun nh gi nh tnh: Ngoi cc yu t s lng trong vic

nh gi kt qu hon thnh bn hng cng cn phi thc hin mt s nh gi

v cht lng, yu t v nh tnh c th no nn c s dng tu thuc vo

v tr bn hng c c xem xt v trit l lm vic ca ban qun tr v ph

thuc vo lc lng bn hng c th ca cng ty.

Sau khi chn cc ch tiu c th s s dng ban qun tr s tip tc xc

nh cc ch tiu tho ng. Cc ch tiu hp l l cc ch tiu c kh nng t

c nhng i hi nhn vin phi n lc phn u v cc ch tiu phi t yu

cu.

b. o lng kt qu hon thnh thc t

mc ti thiu cc n lc ca cng ty nhm o lng kt qu hon thnh

bn hng s bao gm:



26/102


- Xc nh thng tin cn thit o lng cc kt qu hon thnh

- To ra mt h thng chuyn nhng thng tin ny

- Xc nh cc ngun c th ca thng tin cn thit

- Xy dng phng php tp hp v x l s liu

- Xy dng mt h thng bo co chnh thc trnh by cc thng tin

ny n cc i tng c lin quan mt cch thng xuyn

c. So snh kt qu t c vi cc ch tiu

So snh gia kt qu hon thnh thc t vi cc ch tiu thc hin c

tin hnh da trn ba c s chnh:

- Phn tch doanh s bn hng

- Phn tch nng sut bn hng

- Phn tch kt qu hon thnh

Kt qu so snh s gip xc nh nhng hnh ng iu chnh hnh ng

no cn thit tin hnh (nu c).

7. Qun l lc lng bn hng

a. Tin lng

Cc ch tin lng cho lc lng bn hng nn bao gm nhng mc

tiu sau:

- To nhn vin mt khong thu nhp cng bng v hp l .

- Khuyn khch thng qua ch khen thng tng xng trc tip vi

kt qu thc hin.

- Thu ht v duy tr mt lc lng bn hng c nng lc v c ng

vin thc y.

Tin lng bao gm: c ba phong thc cn bn c th s dng ring l

hay kt hp vi nhau theo t l thay i. Mi phng thc tng ng vi mt

quan nim bn hng v mt nhim v giao ph cho nhn vin bn hng.

- Lng c nh: L s tin thanh ton trc tip c xc nh trc v c

nh cho cc cng vic c thc hin trong mt thi gian c th. Cch ny



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thch hp khi s ng gp ca nhn vin bn hng vo kt qu bn hng cui

cng khng quan trng, vai tr ca nhn vin bn hng rt hn ch.

- Tin hoa hng: L mt t l phn trm c nh trn doanh thu do nhn

vin bn hng thc hin. Phng thc ny c nhiu u im, d tnh ton v c

tc dng ng vin nhn vin bn hng, tuy nhin phng thc ny c th sinh

ra nhiu h qu khng tt. C th, xy ra s bt cng khi iu kin v tim

nng bn hng ti mi khu vc khc nhau. Cc nhn vin bn hng chn d b

kh, khng mun lm nhng cng vic bc bo nh thu thp thng tin cho

cng ty hay phc v khch hng. Li th ca nhn vin bn hng v cng ty

khng trng khp nhau. Nhn vin bn hng c cm gic ph thuc khch hng

nhiu hn, v vy s trung thnh ca h i vi cng ty khng cao. Tng thm

t l hoa hng th d nhng mun gim xung th kh.

- Tin thng: Ngi ta thng xuyn t ch tiu cho nhn vin bn hng,

khng ch l nhng ch tiu v doanh thu m cn l mt s mc tiu khc nh

tm thm khch hng mi, bn sn phm miH c nhn th lao tu theo

mc hon thnh ch tiu. Phng thc ny cng c tnh khuyn khch nh

ch hoa hng v tin th lao ca mi ngi tu thuc vo kt qu m h t

c. u im chnh ca phng thc ny l s linh hot, tuy nhin phng

thc ny cng kh qun l.

b. ng vin

kch thch lc lng bn hng t c kt qu cao hn c th s dng

nhng cng c nh:

- T chc cc chng trnh cng nhn thnh tch : cng nhn thnh tch

ca nhn vin bn hng thng qua vic s dng cc phn thng khng phi

bng tin cho kt qu kinh doanh. Cng nhn thnh tch c th da trn nhiu

ch tiu v di nhiu hnh thc nhng iu quan trng l phi ly c lng

t trng l yu t quyt nh tho mn vi cng vic v kt qu thc hin

cng vic



28/102


- Thi ua: Mun thi ua c hiu qu nh l ng lc thc y th mi

ngi phi c c hi thng tin, nn chn cc yu t c th to nn s cng

bng gia mi ngi. Khng nn t chc thi ua qu thng xuyn v lc

thi ua khng cn thu ht c s nhit tnh ca mi ngi.

- C hi thng tin: Hu ht nhn vin bn hng tm thy s ng vin

trong nim m c c thng chc trong tng lai nu c hi thng tin c

xem nh l mt ng c thc y th ban qun tr phi gii thch r thng tin

v c hi thng tin trong khp t chc.

- Hi ngh khch hng: Trong cc cuc hi ngh nh k c th thng tin

cho khch hng bit v nhng g din ang din ra trong cng ty , y l mt

phng thc tt gip nhn vin gn b vi cng ty.

PHN II



29/102


THC TRNG CNG TC QUN TRLC LNG BN HNG

V TNH HNH KINH DOANH CACNG TY TNHH DUY THANH

TRONG GIAI ON (2006-2008)

I. GII THIU V CNG TY TNHH DUY THANH

1. Qu trnh hnh thnh v pht trin:

Cng ty TNHH Duy Thanh c thnh lp vo ngy 20 thng 4 nm 2001

chuyn v kinh doanh thng mi. Cng ty ra i trong iu kin tnh hnh kinh t

ca t nc ni chung v thnh ph Nng ni ring ang trong giai on pht

trin mnh v mi mt to c hi cho cng ty ln mnh tng ngy.

Vn iu l ca cng ty l 1.000.000.000 VND. V mt php l ca cng ty:

+ Tn cng ty :Cng ty TNHH Duy Thanh

+ a ch : 132/2 Hunh Ngc Hu, Q.Thanh Kh, TP. Nng

+ Gim c : Trn Th Thu Hng

+ in thoi : 0511. 3722310

+ Fax : 84.511. 3722310

Hin nay, cng ty c 2 kho cha hng chnh

- Kho 1: 132/2 Hunh Ngc Hu



30/102


- Kho 2: 56 C L Hng Phong

Sau gn 8 nm ra i v pht trin cng ty c nhiu bin i. L mt cng

ty chuyn phn phi cc sn phm tiu dng ca nhiu cng ty ln v c tn tui

trn th trng. Do , trong qu trnh xy dng v pht trin cng ty ngy cng

m rng th trng ca mnh. Hin nay, cng ty c mt v tr nht nh trn th

trng Nng. Di y l qu trnh cng ty chnh thc tr thnh nh phn phi

cho cc cng ty ln:

+ Thng 4/2001 cng ty chnh thc tr thnh l nh phn phi cho tp on

Unilever Vit Nam ti th trng Nng. T ngy thnh lp cho n nay,

Unilever vn l nhm sn phm ch lc em li cho Duy Thanh nhiu li nhunnht.

+ Thng 5/2003 Cng ty l mt trong nhng nh phn phi ln v cc sn

phm ca Kinh ti th trng Nng.

+ Thng 3/2004 Duy Thanh chnh thc nhn phn phi cho cng ty sa

Nutifood ti th trng Nng.

+ Thng 2/2006 Cng ty k hp ng chnh thc lm nh phn phi cho cng

ty Giy Si Gn

+ Thng 3/2006 Duy Thanh l nh phn phi c quyn cho cng ty giy

Vnh Tin ti th trng Nng cho n by gi.

+ Thng 1/2007 Cng ty Duy Thanh k hp ng l nh phn phi duy

nht hin nay cho cng ty Bn Ngh.

C th ni, trong qu trnh pht trin ca cng ty cng c kh nhiu im ni

bt. in hnh nh: khi mi thnh lp, cng ty c c th trng l kh nh, ith cnh tranh nhiu. Tuy nhin cng ty vt qua nhng kh khn chung

ng vng trn th trng. Bng chng l n nm 2004 tp on Unilever c 4

nh phn phi chnh ti Nng. Nhng c nhiu yu t tc ng t nh cung

cp nh: Yu cu v kh nng v ti chnh, cc ch tiu v doanh s t c,

bao ph th trng v kh nng chim lnh th trng so vi i th cnh tranh..

v t tnh hnh kinh t chung ca ton x hi: khng hong kinh t, kh nng tiudng ca khch hng, cc bin ng ca th trng.i hi nh phn phi phi c



31/102


kh nng thch ng. V vy, nh phn phi no khng tim lc c v ti chnh v

nhn lc tn ti v pht trin th s theo quy lut o thi ca x hi. n thi

im thng 6/2004 c 2 nh phn phi ca Unilever ngh v sp nhp vo 2 nh

phn phi cn li, l : Duy Thanh v Minh Hong. iu ny to ra nhiu c

hi cho Duy Thanh pht trin th trng rng ln v chim c nhiu th phn

hn.

2. Chc nng ca cng ty

Cng ty TNHH Duy Thanh l mt cng ty phn phi cc sn phm tiu dng,

do , cng ty tun th theo chc nng ca mt nh phn phi.

a.i vi nh sn xut, nh cung cp- Bao ph th trng

- C i ng bn hng chuyn nghip tip cn khch hng

- Lu gi hng ho

- Tip nhn v gii quyt n t hng

- Nm thng tin th trng

- Dch v khch hng

b. i vi khch hng

- m bo c sn hng cung cp cho khch hng

- Trng by hng ho mt cch tin li

- p ng mi yu cu khc nhau v s lng

- Cung cp ti chnh v tn dng

- Dch v khch hng

- T vn v h tr k thut3. C cu t chc ca cng tyTNHH Duy Thanh

a. S :


GIM C

PHNGKINH DOANH

PHNGK TON

CC I BNHNG

I BHUNILEVER

I BHKINH

I BHNUTIFOOD

I BHGIY SG

I BHVNH TIN

I BHBN NGH

KHO


32/102


Quan h trc truynQuan h chc nng

Hnh 5 :C cu t chc ca cng ty

b. Chc nng, nhim v ca tng phng

Gim c

L ngi ng u cng ty, c thm quyn cao nht, ch o trc tip ton b

hot ng kinh doanh, ban hnh cc quyt nh. ng thi l ngi i din cng

ty chu trch nhim trc php lut v B Thng mi v mi hot ng ca cng

ty. Bn cnh , gim c cn l ngi ch o iu hnh cc phng ban cc n v

trc thuc trong vic xy dng v thc hin chin lc kinh doanh thng, qu, nm

trn c s p ng nhu cu th trng, k hoch pht trin di hn ca cng ty.

Phng kinh doanh

Gip gim c lp k hoch ngn hn, di hn cho cng ty cng cc bin php

thc hin, yu cu tng ng v vt t my mc lao ng. Lp phng n nh gi

sn phm. Theo di tnh hnh thc hin k hoch bo co kp thi cho gim c

iu hnh nhm hon thnh tt k hoch, pht hin tt nhng kh khn xut bin

php khc phc kp thi phi hp vi cc phng ban khc gii quyt nhng vn

t xut pht sinh trong vic thc hin k hoch.

Phng k ton

C nhim v t chc cng tc ti chnh k ton nhm gim st phn tch hiu

qu kinh t ca cc hot ng sn xut kinh doanh trong cng ty chu trch nhim



33/102


thu chi ngn sch, xut t chc b my k ton ch k ton ph hp vi quy

nh Nh Nc v vi tnh hnh ca cng ty. Gip gim c kim sot tnh hnh ti

chnh ca cng ty c bin php qun l cc loi vn nhm phc v kp thi trong

kinh doanh, quay vng vn nhanh, theo di r sot cng n ca bn ngoi vi cng

ty v ngc li. Cung cp cc s liu cho cc phng c lin quan gip gim c

phn tch tnh hnh ca cng ty. Lp cc bo co theo ng biu mu qui nh ng

thi gian.

H thng kho

Mi trng bo qun sn phm t nh sn xut v nh phn phi a vo

kho, theo di hng nhp xut hng ngy. Ngoi ra, b phn cn gip nhn vin bnhng giao hng ng s lng.

Cc i bn hng ca cng ty TNHH Duy Thanh

Hin nay, cng ty TNHH Duy Thanh l nh phn phi chnh thc ca su

cng ty ln c tn tui trn th trng hin nay. Mi mt nh cung cp c cc

sn phm khc nhau, do cch cho hng cng nh bn hng cng khc nhau nn

khng c g l khi ti cng ty c 6 i bn hng khc nhau v cc i bn hng ny

lm vic c lp.

i bn hng Unilever

y l i ng bn hng mang li nhiu doanh thu nht cho cho cng ty, cng

l i c s lng nhn vin bn hng nhiu nht l 16 nhn vin bn hng v 17

nhn vin giao hng. Trong , nhng nhn vin bn hng k cu giu kinh nghim

chim 2/3 cn li l nhn vin tr c thm nin bn hng t 1-3 nm.

i bn hng Kinh

Vi s lng nhn vin bn hng l 6 ngi, mi nm i bn hng Kinh

em v cho cng ty khong doanh thu cng rt cao, c bit n cc dp l nh:

Trung thu, tt,.

i bn hng Nutifood

Mc d, th phn ca sa Nutifood trn th trng khng cao bng cc hng

ni ting nh: Vinamilk, Dutch Lady, Mead Johnson, Nestle, Dumex,nhng vi



34/102


s c gng ca cng ty cng nh cc i ng bn hng hng sa Nutifood ang

tng bc khng nh mnh trn th trng v trong lng ngi tiu dng Nng.

Hin nay, i bn hng ti cng ty Duy Thanh c 4 nhn vin bn hng.

i bn hng Giy Si Gn

Giy Si Gn l mt trong nhng hng giy c ngi tiu dng tin tng

v lng hng bn ra hng nm cng kh ln. c th ca sn phm kh n gin

nn s lng nhn vin cng khng nhiu, vi 3 nhn vin bn hng, i bn hng

Giy Si Gn ti cng ty Duy Thanh ang lm vic rt chuyn nghip v t cc

mc doanh thu ng k.

i bn hng Vnh TinTrn th trng Nng v tiu th cc sn phm nh: tp giy, v, giy ghi

ch, giy photo, inca cng ty Vnh Tin u c cng ty Duy Thanh c

quyn cung cp. Mc d, bao ph th trng Nng nhng s lng nhn vin

ca i bn hng ca Vnh Tin ti cng ty Duy Thanh khng nhiu ch c 4 nhn

vin c phn b u. Trong tng lai, nu mun gi vng th trng ny cng ty

s phi tng s lng nhn vin bn hng m bo c th khai thc tt th trng

tim nng.

i bn hng Bn Ngh

Cng nh Vnh Tin, cng ty TNNH Duy Thanh ang lm nh phn phi c

quyn cho Bn Ngh ti th trng Nng. Cc sn phm chnh m cng ty ang

phn phi nh: vn phng phm, dng c hc tp: bt bi, bt mc, bt lng, bt

xo, dao rc giy, khay ng t liu.Hin ti, i bn hng ca Bn Ngh ti

Duy Thanh c 3 nhn vin bn hng.

II. TNH HNH S DNG NGUN LC CA CNG TY TRONG GIAI

ON (2006-2008)

1. Tnh hnh s dng c s vt cht

a. Vn phng lm vic

Hin nay, cng ty c hai vn phng chnh l: 132/2 Hunh Ngc Hu v

56C L Hng Phong vi din tch ln c tn dng lm hai kho cha hng.



35/102


Vn phng c trang b y thit b my mc hin i nh: my tnh ring cho

tng nhn vin, my photocopy, my in, my fax, tr gi ln c t ng nhm to

mi iu kin tt nht cho nhn vin lm vic.

b. Kho v phng tin vn chuyn

Vi hai h thng kho chnh cha hng ca cng ty, cng ty c i ng giao

hng chuyn nghip vi i xe ti l 10 chic phc v khch hng ti a ng lc

v ng thi gian. Bn cnh , h thng bo qun hng trong kho kh tt khng

xy ra cc trng hp ng tic i vi hng ho.

Nhn chung, c s vt cht ca cng ty tng i hin i v tt, trong tng

lai m rng din tch kho lng hng trong cng ty ngy cng nhiu hn theochiu pht trin ca cng ty.

2. C cu ngun lao ng

Bt k mt doanh nghip no mun tn ti v pht trin tt u phi xy dng

cho doanh nghip ca mnh mt i ng lao ng va c k nng, kinh nghim

hp tc lu di vi doanh nghip. Ti cng ty TNHH Duy Thanh cng c mt lc

lng lao ng vi nhng trnh khc nhau. Di y l bng c cu lao ng

ca cng ty trong giai on (2006-2008)

Bng 1: C cu lao ng ca cng ty

Cc tiu thc

Nm 2006 Nm 2007 Nm 2008

S

Lng

T l

%

S

lng

T l

%

S

lng

T l

%

I. Tng s lao ng 75 100 80 100 83 1001. Lao ng nam 42 56 45 57 48 58

2. Lao ng n 33 44 35 43 35 42II. C cu lao ng1. Lao ng gin tip 15 20 17 23 17 212. Lao ng trc tip 60 80 53 67 66 79III. Trnh lao ng1. i hc 5 7 9 11 9 112. Cao ng 10 13 12 15 12 153. Lao ng ph thng 60 80 59 74 62 74

( Ngun : Phng t chc kinh doanh )



36/102


T bng trn ta nhn thy, tnh hnh lao ng ca cng ty c thay i v tng

dn. iu ny cho thy, tnh kinh doanh ca cng ty pht trin tt, m rng th

trng v cn nhn vin l mt minh chng. Theo , vic tuyn nhn vin bn

hng tng ln thy r hn nhn vin vn phng, nhn vin vi trnh i hc v

cao ng tng t hn s lng nhn vin trung cp v ph thng. Tuy nhin, ta nhn

thy trong xu hng khng hong kinh t chung ca ton th gii nm 2008, s

lng nhn vin ca cng ty khng tng ln ng k, ch thm ba nhn vin bn

hng m rng th trng.

Bn cnh , c cu cng ty cng phn ho r rng, s lao ng c trnh

i hc v cao ng chim t l khng cao t 3-7%, s lao ng ny lm vic chyu ti vn phng v qun l. Phn ln, lc lng lao ng trc tip ti cng ty, c

tui v kinh nghim lm vic ln iu ny to ra nhiu u th nhng cng c

nhiu bt li cho cng ty. Chng hn, khi tui lao ng cao, th s nhy bn

trong cng vic i hi phi di chuyn v tnh ton nhiu s gp nhiu bt li, cn

b qun l tr hn nhn vin s gp kh khn trong cng tc. Tuy nhin, khi nhn

vin cng ln tui v c gia nh n nh th lng trung thnh ca h l kh cao vi

mc thu nhp hp l. Chnh v th, trong thi gian qua, lng bn hng ch c tng

ln ch khng h gim i.

Do c th ca cng ty l phn phi hng tiu dng, nn phn ho v gii

tnh trong i ng bn hng v vn phng l khng ln. Tuy nhin, nam gii chim

t l nhiu hn l do i ng giao hng ca cng ty kh chuyn nghip v cn nhiu

lc lng lao ng nam tham gia.

3. Tnh hnh ti chnh ca cng ty trong thi gian qua (2006-2008)i vi bt k mt doanh nghip no th ti chnh lun l vn quan trng

c t ln hng u, nhng con s th hin tnh hnh kinh doanh ca cng ty

trong mt giai on c th. Bng cn i k ton c ngha quan trng trong

cng tc qun l doanh nghip. S liu trn bng cn i k ton cho bit ton b

gi tr ti sn hin c ca doanh nghip theo c cu ti sn, ngun vn. Thng qua

bng cn i k ton c th nhn xt, nghin cu v nh gi khi qut tnh hnh

ti chnh ca doanh nghip. Trn c s , c th phn tch tnh hnh s dng



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vn, kh nng huy ng ngun vn vo qu trnh sn xut kinh doanh ca doanh

nghip.

Di y l bng cn i k ton ca cng ty TNHH Duy Thanh trong 3 nm

(2006-2008) di hnh thi tin t, n c ngha rt quan trng i vi cng ty:



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Bng 2: BNG CN I K TON CA CNG TY TNHH DUY THANHTi ngy 31 thng 12 nm 2006, 2007 v 2008

Ch tiu M s Nm 2006 Nm 2007 Nm 2008 Nm 2007/20006 Nm 2008/2007

TI SN Chnh lch %) Chnh lch (%)

A. TI SN NGN HN 100 18,069,359,616 22,861,453,992 23,568,346,108 4,792,094,376 126.52 706,892,116 103.09

I. Tin v cc khon tng ng tin110

9,049,432,948 11,643,552,146 11,807,624,900 2,594,119,198 128.67 164,072,754 101.41

II. Cc khon phi thu ngn hn 130 704,518,894 1,895,362,207 1,000,353,601 1,190,843,313 269.03 (895,008,606) 52.78

1. Phi thu khch hng131

520,770,200 1,590,765,430 940,959,709 1,069,995,230 305.46 (649,805,721) 59.15

2. Tr trc cho ngi bn132

79,850,650 140,361,777 9,971,689 60,511,127 175.78 (130,390,088) 7.10

3. Cc khon phi thu khc138

10,000,000 164,235,000 49,422,203 154,235,000 1642.35 (114,812,797) 30.09

III. Hng tn kho140

7,564,947,474 9,148,440,990 10,578,602,434 1,583,493,516 120.93 1,430,161,444 115.63

1. Hng tn kho141

7,564,947,474 9,148,440,990 10,578,602,434 1,583,493,516 120.93 1,430,161,444 115.63

IV. Ti sn ngn hn khc150

750,460,300 174,098,649 181,765,173 (576,361,651) 23.20 7,666,524 104.40

1. Thu GTGT c khu tr151

93,898,044 (93,898,044) 0.00 - 0.00

2. Thu v cc khon khc phi thu NN152

53,564,049 54,045,769 53,564,049 0.00 481,720 100.90

3. Ti sn ngn hn khc158

656,562,256 120,534,600 127,719,404 (536,027,656) 18.36 7,184,804 105.96

B. TI SN DI HN 200 1,712,917,724 2,727,714,746 2,967,870,389 1,014,797,022 159.24 240,155,643 108.80

I. Ti sn c nh210

1,284,279,900 2,703,573,048 1,857,870,389 1,419,293,148 210.51 (845,702,659) 68.72

1. Nguyn gi211

1,865,740,500 3,460,240,000 2,811,347,757 1,594,499,500 185.46 (648,892,243) 81.25

2. Gi tr hao mn lu k 212 (581,460,600) (756,666,952) (953,477,368) (175,206,352) 130.13 (196,810,416) 126.01

II. Ti sn di hn khc240

24,141,698 1,110,000,000 24,141,698 0.00 1,085,858,302 4597.85

1. Phi thu di hn241

1,110,000,000 - 0.00 1,110,000,000 0.00

2. Ti sn di hn khc248

24,141,698 24,141,698 0.00 (24,141,698) 0.00

3. D phng phi thu di hn kh i249

- 0.00 - 0.00

TNG TI SN 250 10,762,350,672 14,371,266,892 14,775,495,289 3,608,916,220 133.53 404,228,397 102.81



39/102


NGUN VN

A. N PHI TR 300 9,375,898,092 14,371,266,892 12,978,533,489 4,995,368,800 153.28 (1,392,733,403) 90.31

I. N ngn hn310

9,115,898,092 12,567,694,513 12,978,533,489 3,451,796,421 137.87 410,838,976 103.27

1. Vay ngn hn311

7,850,154,000 9,379,638,614 10,607,441,412 1,529,484,614 119.48 1,227,802,798 113.09

2. Phi tr cho ngi bn312

1,137,546,200 2,675,943,500 1,506,552,186 1,538,397,300 235.24 (1,169,391,314) 56.30

3. Ngi mua tr tin trc313

78,731,347 506,911,070 78,731,347 0.00 428,179,723 643.85

4. Thu v cc khon phi np NN314

(25,143,255) 29,835,144 25,143,255 0.00 29,835,144 0.00

5. Phi tr cho ngi lao ng315

372,964,000 206,648,200 372,964,000 0.00 (166,315,800) 55.41

6. Chi ph phi 316 153,341,147 35,470,380 121,145,477 (117,870,767) 23.13 85,675,097 341.54

7. Cc khon phi tr ngn hn318

24,946,672 24,946,672 0.00 (24,946,672) 0.00

II.N di hn320

260,000,000 90,000,000 (170,000,000) 34.62 (90,000,000) 0.00

1. Vay v n di hn321

260,000,000 90,000,000 (170,000,000) 34.62 (90,000,000) 0.00

B. VN CH S HU 400 1,386,452,580 1,713,572,379 1,796,961,800 327,119,799 123.59 83,389,421 104.87

I. Vn ch s hu410

1,386,452,580 1,713,572,379 1,796,961,800 327,119,799 123.59 83,389,421 104.87

1. Vn u t ch s hu411

1,500,000,000 1,500,000,000 1,500,000,000 - 100.00 - 100.002. Li nhun sau thu cha phn phi 417

(113,547,420) 213,572,379 296,961,800 327,119,799 (188.09) 83,389,421 139.05

TNG NGUN VN 440 10,762,350,672 14,371,266,892 14,775,495,289 3,608,916,220 133.53 404,228,397 102.81

( Ngun : Phng k ton)



40/102

Kha lun tt nghip GVHD : ThS. Trn Th Nh Lm

a. Phn tch tnh bin ng ca ti sn v ngun vn ca cng ty TNHH Duy

Thanh trong giai on (2006-2008)

Thng qua bng cn i ti sn v ngun vn trong 3 nm, ta nhn thy tng

ti sn v ngun vn nm 2007 tng kh nhiu so vi 2006 vi t l 33,53%. Tuy

nhin, nm 2008 cng tng nhng khng ng k con s ch c 2,8%.

Nm 2007 so vi nm 2006

Nm 2007 tng ti sn v ngun vn tng nhiu so vi 2006 l do ti sn di

hn tng ng k chim 59.24 %. Ti sn c nh tng s to lm tng kh nng

sinh li ca cc loi ti sn c nh v cc loi ti sn khc. Tuy nhin, tn kho

tng ln qua cc nm c th l tng 1,583,493,516 VN chim 20.93% tnh trng

tn kho cao l khng tt v chim hu nhiu vn ca cng ty. Bn tng ngun vn,

n phi tr ca cng ty tng ln c th l tng 3,451,796,421 VN chim 37.87%

cc khon n tng ch yu l n ngn hn. iu ny khin cho cng ty khng c

ngun vn u t cho cc hot ng khc.

Nm 2008 so vi 2007

Tng ti sn v ngun vn ca cng ty trong nm 2008 khng c thay i

nhiu, con s tng ln rt nh chim 2,81%. c bit nm 2008 cc khon n ngnhn gim ng k6451983225 VN vi t l gim 0,6% cc khon n v chun

b u t vo cc khon khc.

b.Phn tch tnh hnh ti chnh thng qua cc thng s ti chnh ca cng ty

TNHH Duy Thanh

Phn tch cc thng s ti chnh nhn nhn r hn v tnh hnh thanh ton

v nh gi tnh hp l v s bin ng cc khon phi thu v phi tr s bin

ng ca ti sn, ngun vn cng nh li nhun ca cng ty. T , gip nh

qun l c nhng nhn nh chnh xc hn v thc trng ti chnh ca doanh

nghip tm ra nhng nguyn nhn ca mi s ngng tr, kh ng cc khon

thanh ton hoc c th khai thc c kh nng tim tng gip doanh nghip lm

ch tnh hnh ti chnh, n c mt ngha c bit quan trng i vi s tn ti

v pht trin ca doanh nghip.



41/102


Bng 3: Bng thng s ti chnh ca cng ty

Cc thng s Nm 2006 Nm 2007 Nm 20081.Kh nng thanh ton hin thi 1.98 1.82 1.822.Kh nng thanh ton nhanh 1.15 1.09 1.00

3.K thu tin bnh qun 6.57 11.49 5.834.Vng quay ti sn 3.59 4.13 4.185.Vng quay phi thu khch hng 54.83 31.34 61.756.N trn tng ti sn(%) 0.87 1.00 0.887. N trn vn ch s hu(%) 6.76 8.39 7.228.Thng s n di hn 0.16 0.05 0.889.Li nhun trn ti sn ROA(%) (0.02) 0.03 0.0110.Li nhun trn vn ch s huROE(%) (0.17) 0.22 0.04

Kh nng thanh ton

0

0.5

1

1.5

2

2006 2007 2008

Kh nng thanhton hin thi

Kh nng thanhton nhanh

Hnh 6 : Kh nng thanh ton ca cng ty trong giai on (2006-2008)

Thng qua biu ta thy, kh nng thanh ton ca cng ty u gim qua ba

nm. Kh nng thanh ton hin thi ch r kh nng ca cng ty trong vic p ng

cc khon n n hn. Thng s ny nhn mnh n kh nng chuyn ho thnh

tin mt ca cc ti sn lu ng trong s tng quan vi cc khon n ngn hn.

Mc d, kh nng thanh ton hin thi gim khng nhiu v khng thay i trong 2

nm 2007 v 2008. Kt hp vi bng phn tch khi v bng cn i k ton ta thy

tc tng ca n ngn hn gn ging nh tc tng ti sn lu ng, iu ny

cng l mt trong nhng nguyn nhn lm cho thng s kh nng thanh ton hin

thi ca cng ty khng ln. Thng thng, kh nng thanh ton hin thi cng

gim to ra mt cm gic l kh nng tr n khng cao nhng thng s ny ch



42/102


c xem nh mt cng c o lng th v n khng tnh n kh nng chuyn

nhng ca tng ti sn trong nhm ti sn lu ng.

i vi kh nng thanh ton nhanh cho ta bit, mc d n gim nhng cng c

kh nng thanh ton n ngn hn v c th chuyn i thnh tin mt.

K thu tin bnh qun v vng quay phi thu khch hng

0

10

20

30

40

50

60

70

2006 2007 2008

K thu tin bnhqun

Vng quay phithu KH

Hnh 7: K thu tin bnh qun v vng quay phi thu khch hng

ca cng ty trong giai on (2006-2008)

K thu tin bnh qun l khong thi gian bnh qun m phi thu khch hng

ca cng ty c th chuyn ho thnh tin. Trong 3 nm qua, th nm 2007 c k thutin bnh qun cao nht iu ny khng tt v nh th kh nng thu hi vn khng

cao, do trong nm 2008 gim xung t 12 ngy xung cn 6 ngy iu ny s

to cho cng ty kh nng chuyn ho thnh tin cao.

Vng quay phi thu khch hng l rt ln iu ny chng t cng ty c chnh

sch thu hi vn tt

Vng quay ti sn

Thng s vng quay ti sn cho bit hiu qu tng i ca cng ty trong vic

s dng tng ti sn to ra doanh thu. Trong bng thng s th vng quay ti sn

u tng trong 3 nm mc d nm 2008 tng khng nhiu. iu ny chng t

gii quyt c tn kho v khon phi thu, iu ny cn pht huy trong tng lai.

Thng s n trn vn ch s hu

Thng s ny c dng nh gi mc s dng vn vay ca cng ty.

Vo nm 2008 thng s ny ca cng ty ang nm mc 7,22 v y l con s cao

nht trong 3 nm. T l ny cho bit cc ch n cung cp hn 7,2 ng ti tr so



43/102


vi mi ng vn m c ng cung cp hay ni cch khc, mt ng vn ch ang

m bo cho hn 1 ng vn vay. Thng thng th cc ch n mun thng s ny

thp v t l ny cng thp th mc ti tr ca c ng cng cao v nh vy th cc

ch n an ton hn.Qua 3 nm, thng s ny c xu hng tng dn, y l mt du

hiu khng tt bi l c t ng vn vay c ti tr cho 1 ng vn ch v nh

th s khin cho cc ch n cm thy khng an ton v cng ty s khng thu ht

c nhiu ngun ti tr trong tng lai.

Thng s n trn ti sn

Thng s ny cho bit tng ti sn c ti tr bng vn vay nh th no.

Cn c vo thng tin trn bng phn tch thng s ta thy, qua 3 nm thng s ny

c bin ng mnh. Hin nay con s ny ca cng ty ang nm mc 0,88%. iu

ny c ngha l cng ty ang c 88% ti sn ang c ti tr bng vn vay v cn

li 12% ti sn c ti tr bng vn ch. Nh phn tch trn n ca cng ty

c xu hng tng qua cc nm v hin ti cho thy t l n vn cn mc cao.

Bng chng l c nhiu ti sn c ti tr bng vn vay. Thc t ny cho thy

cng ty ang phi i u vi ri ro ti chnh rt ln. V pha ch n th ngi ta

cng cm thy t an tm hn v nu cng ty hot ng khng hiu qu th h s bmt i phn vn cho vay ca mnh.

Kh nng sinh li trn vn u t

-0.3

-0.2

-0.1

0

0.1

0.2

0.3

2006 2007 2008

ROE

ROA

Hnh 8: Kh nng sinh li trn vn u t ca cng ty tronggiai on (2006-2008)

Thu nhp trn tng ti sn (ROA)

Thng s ny c s bin ng ln xung gia cc nm (2006 2008). C s

tng ln r rt t nm 2006 n nm 2007 nhng li gim st trong nm 2008. iu

ny c gii thch l do ti sn tng v li nhun ca cng ty li rt thp. Mc



44/102


chnh lch tng ti sn 2007/ 2006 tng 33,5% nhng n nm 2008 con s ny l

gim xung ch cn 2,81 . Trong khi li nhun rng th tng mnh, li nhun

sau thu nm 2007/2006 tng 65% nhng chnh lch li nhun sau thu gia

2008/2007 gim 80% khng t c li nhun m cng ty mong mun .

Thu nhp trn vn ch s hu (ROE)

y l thng s quan trng i vi ch doanh nghip, n cho thy kh nng

sinh li trn vn u t ca h trong cng ty. Trong 3 nm qua, thng s ny c s

bin ng mnh, nu nm 2006 t l ny m (0,17) th n 2007 tng ln 0,22

ng k. Bi v t nm 2006 n 2007 li nhun sau thu tng 65 % nhng gim

xung cn 80% mc chnh lch gia 2008/2007 v vn ch s hu chnh lch

23,5% v con s ny gim cn 4,8 % trong nm 2008. Hin nay, con s ny

ang duy tr mc 0,04 l qu thp trong nm 2008. Thng s ny qu thp chng

t li nhun m ch doanh nghip kim c ngy cng t.

Qua phn phn tch ti chnh ca cng ty, ta nhn thy tnh hnh kinh doanh

ca cng ty TNHH Duy Thanh trong thi gian va qua khng c nhiu li nhun,

cha c nhiu c hi u t pht trin cho cc lnh vc khc do ngun vn cn

hn hp. Hiu qu kinh doanh khng t c nhiu yu t tc ng, trong cngtc bn hng v qun l i ng bn hng chim mt phn quan trng. Do ,

khc phc tnh hnh kinh doanh trong thi gian ti cn c nhng k hoch c th

ci thin tnh trng chung cho ton cng ty

III. MI TRNG MARKETING NH HNG N HOT NG KINH

DOANH CA CNG TY TNNH DUY THANH TRONG GIAI ON

(2006-2008)1. Mi trng v m

a. Mi trng kinh t

Kinh t Vit Nam trong giai on (2006- 2008) c nhiu bin ng mnh m.

Nm 2006, l nm nh du mt bc ngot quan trng trong s pht trin chung

ca nn kinh t ni ring v ca c t nc Vit Nam ni chung l s gia nhp

WTO. M ra mt hng i mi vi nhng c hi v thch thc cho Vit Nam cng

nh cc doanh nghip trong nc. Nn kinh t t tc tng trng kh cao, vi



45/102


mc tng trng GDP trung bnh l 7,8%/nm, cao hn giai on 2001 - 2005. V

c cu kinh t, gim dn t trng ca khu vc kinh t nh nc, kinh t tp th,

tng dn t trng ng gp ca khu vc ngoi Nh nc trong GDP... Tuy vy, thi

gian gn y, nn kinh t phi i mt vi tnh trng lm pht, gi c tng cao, th

trng chng khon thiu n nh, chuyn dch c cu hng xut khu chm, tnh

trng nhp siu ln, tng trng cha bn vng. Nhng vn ny nh hng

chung n tt c cc doanh nghip ca Vit Nam v thnh ph Nng ni ring.

Mc d nm 2008 l nm c ch s lm pht cao nht, nh hng trc tip n

kh nng tiu dng ca khch hng. Tc tiu dng cui cng ca khch hng

gim u qua 2 nm khu vc nh nc v h gia nh theo bng sau:

Bng 4: Tc tiu dng cui cng ca ngi tiu dng trong hai nm(2007- 2008)

VT: %

(Ngun: Tng cc thng k)

Ngi tiu dng c xu hng tit kim do mc thu nhp khng cao v n

nh nh lc trc. Tuy nhin, so vi cc mt hng khc th cc mt hng m cng

ty ang kinh doanh l cc sn phm tiu dng thit yu hng ngy ca mi gia nh

khng th tit kim qu mc nh: du gi u, sa tm, bt git, giy v sinh, giy

hc tp, bt..cc sn phm ny c mc gi thp v tiu dng nhanh nn mc nh

hng cng khng nng n so vi cc ngnh hng khc. Vi cc sn phm ctn tui v c ch ng trong lng khch hng nh: OMO, P/S, Kinh , Bn

Ngh mc doanh thu v li nhun m cng ty hon thnh khng t ch tiu m

nh cung cp a ra, nhng l do tnh hnh chung ca ton th gii. Tuy nhin,

trong tng lai th trng tiu dng ang nng ln li, ngi tiu dng s dng

nhng sn phm c cht lng, uy tn

Th trng hng tiu dng l mt th trng rng ln, c bit khi nc ta gia

nhp WTO th c nhiu sn phm cng nh cc cng ty nc ngoi vo th trng


Tc tiu dng cui cng Nm 2007 Nm 2008Khu vc nh nc 8,9 7,5khu vc h gia nh 10,7 8


46/102


Vit Nam, ngi tiu dng c nhiu s la chn, cc doanh nghip trong nc ni

chung v ca min trung ni ring gp kh nhiu thch thc gi th phn cng

nh pht trin trin th trng ra bn ngoi t nc.

b. Mi trng chnh tr v php lut

Doanh nghip l mt t bo ca nn kinh t. Mi quyt nh ca doanh nghip

u chu nh hng mnh m bi cc yu t ca mi trng chnh tr php lut.

Trong nhng nm qua, nn chnh tr Vit Nam tng i n nh to nn tng cho

cc doanh nghip yn tm tham gia vo qu trnh sn xut, kinh doanh v hot

ng c hiu qu.

Trong thi im tnh hnh an ninh chnh tr ang rt cng thng trn trng

quc t vi cc v khng b gia cc sc tc, cc cuc biu tnh i bnh quyn,yu cu sa i lut php, chin tranh gia cc nc,... th Vit Nam li l mt

trong s t cc nc c c s bnh n v an ninh chnh tr v an ton x hi. y

c xem l iu kin thun li cho hot ng kinh doanh ca ngnh ni chung v

hot ng kinh doanh ca cng ty ni ring.

V hot ng i ngoi, Nh nc ta thc hin chnh sch i ngoi v hi

nhp kinh t quc t ngy cng m rng v nng cao. n nay, Vit Nam cquan h thng mi vi hn 220 quc gia, tch cc tham gia su rng vo cc nh

ch quc t nh: ASEAN, APEC, WTO

p ng nhu cu hi nhp kinh t quc t, Vit Nam n lc hon thin

h thng php lut, chnh sch. Trong thi gian qua, Quc hi xem xt v thng

qua nhiu o lut quan trng, trong c Lut u t trong nc v nc ngoi,

lut s hu tr tu,.gp phn lm lnh mnh ho mi trng php lut trong

nc, to iu kin cnh tranh bnh ng gia cc doanh nghip. Cng nh, to ra

mi trng thng thong v thun li, to iu kin cho cng ty m rng cc hot

ng ca mnh, nng cao cht lng dch v v sn phm nhm phc v cho ngi

tiu dng ngy cng tt hn, gp phn vo s tng trng ca t nc.

c. Mi trng khoa hc k thut

Ngy nay, cng ngh th gii ngy cng thay i nhanh chng. H s thay i

cng ngh trn th gii hin nay l hn 10%. Vic p dng nhng thnh tu khoahc k thut l mt quy lut tt yu, gip doanh nghip chi ph cng nh nng cao



47/102


cht lng phc v khch hng. Cch y vi nm doanh nghip phi giao hng

cho khch hng bng xe my v nh qun l kim tra cng vic ca nhn vin bn

hng bng cc ho n ghi tay np v cng ty cui ngy. Ngy nay, vic p dng

khoa hc k thut tit kim c cho doanh nghip mt khong thi gian v chi

ph kh ln. Hin nay, cc i xe ti ln giao hng kp tin , gi uy tn khch

hng, tit kim cc khon v xng, nhn vin i vi nhn vin bn hng c

s dng my Palm, mt loi my b m nhn vin c th ly n hng v kim

tra tn kho m bo lng hng cho khch tit kim c thi gian ghi chp v

kim tra tn kho ti cng ty. Mt khc, loi sn phm ny c th gip nh qun l

kim tra cng vic cng nh tin lm vic ca nhn vin bn hng mt cch trc

tip.C th ni s vn dng nhng thnh tu ca khoa hc cng ngh gip cho

doanh nghip t hiu qu tt, ng thi theo kp vi s pht trin chung ca c

nc

d. Mi trng vn ho x hi

Mt hng tiu dng nhanh l nhm sn phm thit yu i vi mi gia nh

Vit Nam. Ngy nay, nhn thc ca ngi tiu dng v cht lng cng nh uy tnca sn phm c nng cao, vi thu nhp ngy cng cao h mun s dng nhng

sn phm cht lng m bo nhu cu sc kho ca gia nh h. Do , s thch

thc i vi cc doanh nghip l xy dng lng tin v duy tr lng trung thnh ca

khch hng l v cng to ln.



48/102


e.Mi trng dn s:

798,937

518,507

814,551

525,400

823,000

537000

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

2006 2007 2008

(Ngun: Cc Thng k TP Nng)

Hnh 9: Dn s v Lao ng Nng 2006-2008

Dn s trung bnh ca Vit Nam nm 2008 c tnh 86,16 triu ngi, baogm nam 42,35 triu ngi, chim 49,1% tng dn s; n 43,81 triu ngi, chim

50,9%. Trong , thnh ph Nng c hn 820 nghn ngi, trong s ngi

trong tui lao ng chim hn 65%. y l nhng ngi chi tiu chnh trong gia

nh, do quyt nh ca h l rt quan trng.

Tuy nhin, do tnh hnh chung ca th gii, gi c hng ho tiu dng tng cao

nh hng nhiu n i sng ca i b phn dn c. c bit l nhng ngi

c thu nhp thp, vic chi tr lng cng nh cc chnh sch i ng cho ngi lao

ng cha tho ng, ch c mt b phn dn c n nh i sng, chnh lch v

mc sng cn cao. Do , i hi doanh nghip phi c nhng chin lc kinh

doanh hp l phc v ti a nhu cu ca ngi dn.

D dng nhn thy rng, cc sn phm ca cng ty u c quan h thun chiu

vi cc ch tiu v dn s v s h gia nh trong x hi. Do , cc ch tiu ny

tng ln th xu hng tiu dng cc sn phm thuc nhm hng thit yu, hng may

mc, cc vt dng trong gia nh cng theo chiu hng m tng ln tng ng.


Dn s Lao ng


49/102


Nhn chung, theo xu hng pht trin kinh t ca nm 2009, th s bnh n gi

gia tng kh nng chi tiu ca ngi dn l rt ln nn cng ty cng c nhiu c hi

m rng th trng.

f. Mi trng t nhin

C th ni trong nhng nm tr li y, vn bo v mi trng c t ln

hng u i vi tng quc gia. Hin nay, n khng ch tr thnh ngha v ca mi

t nc m tr thnh trch nhim ca mi doanh nghip, mi cng dn sng

trn tri t ny.

Ti nguyn thin nhin l ngun cung cp v gi ca bt k mt doanh nghip

no. c bit, i vi mt hng tiu dng nguyn vt liu ly t thin nhin l rt

ln do vic xy dng thc bo v thin nhin v mi trng cng nh cchkhai thc hp l cc ngun ti nguyn thin nhin l rt quan trng, n nh hng

n s tn ti ca doanh nghip.

2. Mi trng vi m

a. Doanh nghip

Doanh nghip cng l mt nhn t ca mi trng vi m, chu s tc ng

ca cc nhn t thuc mi trng v m v cc nhn t khc thuc mi trng vim, bn cnh , nhng vn ni ti trong cng ty cng c tc ng khng nh

nh hot ng kinh doanh, qun l nhn lc, tnh hnh ti chnh

i vi mi doanh nghip s h tr gia cc phng ban trong cng ty l rt

quan trng. Phng k ton, ti chnh lun quan tm n vn ngun vn, s sch

chi tiu hng ngy v h tr cc vn ti chnh cho cc phng ban hot ng tt.

Phng kinh doanh phi nm r cc chng trnh bn hng, khuyn mi m nh

cung cp gi v kp thng bo cho nhn vin bn hng lm vic t kt qu cao

hn. B phn kho v vn chuyn lun phi m bo vic giao hng ng s lng,

ng thi gian p ng ti a nhu cu ca khch hng

b. Khch hng

Doanh nghip khng th tn ti nu khng c khch hng. Do , doanh

nghip phi ly khch hng lm gc, ly s tho mn nhu cu ca khch hng lm

mc tiu kinh doanh ca mnh. Khch hng l nhn t quyt nh n s tn ti vpht trin ca cng ty, v th cng ty lun coi khch hng l trung tm v mi hot



50/102


ng ca cng ty u phi hng vo vic tho mn ti a nhu cu, c mun ca

khch hng.

Cng ty TNHH Duy Thanh l mt n v kinh doanh thng mi chuyn phn

phi cc sn phm tiu dng, do i tng khch hng ca cng ty l nhng

nhm khch hng mua i bn li. Tuy nhin, i tng khch hng ny cng kh

a dng. c im chung ca loi khch hng ny l ly hng t nh phn phi v

bn li trc tip cho ngi tiu dng.

Nhm khch hng ny c th l nhng nh bn bun s hay gi l i l hoc

nhng quy tp ho l, n c nhng tim bn cc nh trong hm. H c th ly

hng vi s lng ln hoc nh vi nhng u i km theo. i vi khch hng

thuc nhm ny, iu m h quan tm nht l cch thc kinh doanh nhm em lili nhun cao. Do h rt quan tm n chnh sch chit khu ca cng ty,

phng thc thanh ton, nhng h tr cho i l t pha cng ty... Trn c s ny,

cng ty cn ra cc chnh sch h tr c bit cho nhm khch hng ny vi cc

dch v c th l trang tr ca hng gip i l, t chc cc chng trnh pht

thng nhm khuyn khch vic bn hng t i l, nghin cu chnh sch chit

khu hp l ph hp vi mong mun ca h.c. i th cnh tranh

Vi tnh hnh kinh doanh hin nay ca cng ty th cc i th cnh tranh ca

cng ty chnh l nhng nh phn phi cc sn phm cnh tranh vi cc sn

phm m cng ty ang phn phi v cc siu th ln ti trn th trng Nng.

Nh chng ta bit cc mt hng cng nh nhng nh cung cp m Duy

Thanh ang nhn lm nh phn phi th i th cnh tranh ca Duy Thanh chnh l

cc nh phn phi cc sn phm cnh tranh vi nhng nh cung cp ca cng ty.

Do , theo mi sn phm s c mt i th cnh tranh ring, khng c mt nh

phn phi c th no l i th cnh tranh ca cng ty Duy Thanh:

- i th cnh tranh ca cng ty Unilever l:

+ P&G : Nh phn phi Phng ng

+ Nivea: Nh phn phi 3A

+ Tp on ha m phm ICP: Nh phn phi Hng Phc+ Bt git V dn, nc ra chn lemon: nh phn phi Li T



51/102


- i th cnh tranh ca cng ty Kinh :

+ Nh phn phi Phm Nguyn

- i th cnh tranh ca cng ty Nutifood

+ Vinamilk: Nh phn phi: Phc Thnh, M cc

+ C gi H Lan: Nh phn phi Hu Phc

- i th cnh trnh tranh ca Giy Si Gn:

+ Cng ty giy An An : Nh phn phi Hu Phc

Ngoi nhng nh phn phi ra, th mt trong nhng i th cnh tranh ln ca

cng ty chnh l cc siu th ln nh: Metro, BigC, Intimexdo xu hng tiu

dng ca khch hng hin nay l mua sm ti cc siu th va thun tin va c cc

chng trnh khuyn mi ln. Do , khin cho khch hng ca cng ty cng gpkh khn trong vn tiu th nn nh hng chung n mc doanh thu t c

ca i bn hng ni ring v ca cng ty ni chung.

Th trng hng tiu dng l mt th trng nhy cm, khi cc i th trong

ngnh u l nhng cng ty c tn tui v c mt v tr nht nh trong lng ngi

tiu dng. Vi t th cng ty, nn i th cnh tranh l rt nhiu, c th ng

vng trn th trng Nng ang ngy cng pht trin v s cnh tranh cng khgay gt th cng ty lun c nhng chin lc kinh doanh khc nhau mi mt

hng m cng ty phn phi c th cnh tranh.

d. Nh cung cp

Nh phn gii thiu trn, Duy Thanh l nh phn phi cho nhiu cng ty c

tn tui v v tr nht nh trn th trng hin nay nh: Tp on Unilever, cng ty

Kinh , Bn Ngh, Vnh Tin... Vic cung ng hng ho y v kp thi t cc

nh sn xut n nh phn phi l rt quan trng, khng nn xy ra tnh trng st

hng s gy tr ngi cho nh phn phi. Bn cnh , vic dnh nhiu u i cho

nh phn phi t vic chit khu hu hng n dnh nhiu chng trnh khuyn

mi cho khch hng, to iu kin cho doanh nghip c kh nng cnh tranh vi

cc i th trn th trng y bin ng nh hin nay, cng nh to ng lc thc

y doanh nghip pht trin bn vng hn v mi quan h gia hai bn ngy cng

tt p.



52/102


IV. TNH HNH KINH DOANH CA CNG TY TNHH DUY THANH

TRONG GIAI ON (2006-2008)

1. Hot ng marketing ca cng ty TNHH Duy Thanh

a. Chnh sch sn phm

Cc sn phm kinh doanh ch lc ca cng ty l:

- Nhm sn phm ch lc ca cng ty l nhm hng tiu dng: du gi, du

x, sa tm, bt git, x phng, nc ra chn, kem nh rng, m phm, ht nm,

nc mm, nc gii kht

- Cc sn phm bnh ko ca Kinh

- Cc sn phm ca hng sa Nutifood

- Ngoi ra, cng ty cn c cc sn phm v giy ca cng ty Vnh Tin, SiGn, vn phng phm Bn Ngh.

Mc d, cc mt hng kinh doanh ca cng ty kh a dng, tuy nhin khng v

th m cng ty khng c nhng n lc xy dng hnh nh cho tng sn phm.

Cng tc qung b v nh v sn phm trong tm tr ngi tiu dng c

nhng nh sn xut thc hin. Nhim v ca cc nh phn phi ni chung v ca

cng ty ni ring, l mang sn phm n tay khch hng ng lc, ng ni, ngthi im, to cho khch hng s uy tn v m bo vi h rng l sn phm

ng hng, ng cht lng.

b. Chnh sch gi

Do c th kinh doanh ca cng ty, nn chnh sch gi ca cng ty i vi

mi sn phm u khc nhau khng c mt mc gi chung no cho cc sn phm.

Gi sn phm c nh cung cp nh sn, nh phn phi c hng hoa hng

trn gi . Tuy nhin, khng phi v th m cng ty khng dnh nhng u i cho

khch hng.

Mc d gi sn phm tiu dng cui cng c nh cung cp nh sn trn sn

phm, nhng khch hng ca cng ty s c hng mc chit khu gi hp l v

cao nht t cng ty. Tc l, ngoi nhng u i m nh cung cp dnh cho khch

hng ca cng ty, th nh phn phi s trch mc hoa hng m nh cung cp dnh

cho mnh v b p cho nhng khch hng bn nhng ngnh hng kh tiu th nht



53/102

Cngty

TNHHDuy

Thanh

Ngi tiudng

Ngi tiudng

Bn l

Bn lBn s

(1)

( 2)

(1): Knh cp 1(2): Knh cp 2


h c c li nhun cao nht c th cng nh to c nim tin vo khch

hng.

c. Chnh sch phn phi

Trong mt mi trng kinh doanh lun cnh tranh mnh m trn th trng

nh hin nay. gi vng th phn, m rng th trng v nng cao hiu qu kinh

doanh th cng ty phi pht trin mng li bn hng vng chc, mt mng li

phn phi rng khp v hiu qu l iu cn thit cho tt c cc cng ty. pht

trin mng li bn hng rng khp v chuyn nghip hin ti cng ty ang p

dng knh phn phi sau:

Hnh 10: Knh phn phi ca cng ty trong giai on (2006-2008)

Vi s pht trin chung ca nn kinh t, nhu cu tiu dng ngy cng tng ln,

do s ra i ca cc ca hng, tp ho cng t l thun theo. Chnh v th, m

knh phn phi ca cng ty cng m rng hn so vi nhng ngy u thnh lp.

thc hin tt nhim v ca mt nh phn phi, cng ty v ang c gng a

sn phm ca nhng nh cung cp n ng tay ngi tiu dng theo nhng con

ng ngn nht vi chi ph thp nht v li nhun cao nht.

Knh phn phi cp 1, cng ty mong mun c th tn dng c tt c nhng

ca hng c mt trn th trng hin nay t ca hng ngoi mt ng n cc

sp tp ho nh trong tn nhng con hm. Vi mc ch khng b st mt i

tng khch hng tim nng v hin nay ang c gng m rng v to tnh chuyn

nghip cho cc nhn vin bn hng trong knh phn phi ny.



54/102


Vi knh phn phi cp 2, y l knh phn phi truyn thng m cng

khai thc cng nh l knh ch lc ca cng ty. u th, cc i l bn s l nhng

khch hng mang li doanh thu cao nht cho cng ty chnh v th nhng u i

dnh cho i tng khch hng ny rt ln. Bn cnh , knh phn ny s tit

kim cho cng ty cng tc giao hng, do s lng hng m h ly lun ln nn vic

vn chuyn thun li v tn t thi gian.

d. Chng trnh khuych trng c ng

Cc sn phm m cng ty ang phn phi l nhng sn phm c tn tui trn

th trng v c ch ng trong lng ngi tiu dng. Tuy nhin, khng phi v th

m cc hot ng qung co ca n gim i, m ngc li rt c quan tm nhng

cng tc ny c cc nh sn xut thc hin kh tt. Nhim v ca cng ty lqung co, gii thiu cng nh cung cp cho khch hng nhng thng tin mi nht

v sn phm mt cch nhanh nht v hiu qu nht, cng nh h tr t nh cung

cp trong cc chng trnh qung co trn cc phng tin thng tin i chng v

cung cp sn phm mu, h tr cc ca hng trng by v cung cp lng hng cn

thit, v ng nhu cu ca khch hng

Nhm h tr cng tc xc tin bn c thun li cng nh gip nhn vinbn hng t c doanh s cao cng ty s phi hp vi nh cung cp a ra cc

chng trnh khuyn mi, gim gi, chit khu.nhm khuyn khch khch hng

ly sn phm.

2. Kt qu hot ng kinh doanh ca cng ty TNHH Duy Thanh trong giai

on (2006-2008)

Bo kt qu kinh doanh phn nh tnh hnh hot ng kinh doanh ca cng ty

trong mt thi k kinh doanh ca cng ty. N phn nh kh nng ca cc nh qun

l trong vic to dng doanh s v kim sot chi ph v kh nng sinh li. c s

dng o lng kh nng sinh li ca cng ty trong mt thi k nht nh. Di

y l bng kt qu hot ng kinh doanh ca cng ty TNHH Duy Thanh trong giai

on (2006-2008)



55/102


Bng 5: Bng kt qu hot ng kinh doanh ca cng ty trong giai on

(2006-2008)

n v tnh:VN

( Ngun : Phng k ton)

Nhn chung, tc tng trng v hot ng kinh doanh ca cng ty TNHH

Duy Thanh nm 2008 gim mnh so vi nm 2006 v 2007. Trong , cc khongim tr trong nm tng 2007 tng 72% so vi 2006 nhng nm 2008 so vi 2007

li khng t, gim 74%. Cng nh th, li nhun sau thu m cng ty t c

65% mc chnh lch nm 2007 so vi 2006, nhng li gim 80% trong nm 2008

so vi 2007.

Cng ty mun c li nhun trong tng lai v c vn u t cho cc hot

ng kinh doanh khc, cng ty cn c nhng bin php c th nh: thu hi vn dt

im cc hot ng u t km hiu qu, thc hin cc chnh sch kinh doanh an

ton, hn ch ti a bn tr chm, khng pht sinh n kh it , to c

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