Abbott

GVHD: Th.s inh Tien Minh.
Chuyen e tot nghiep.
PHAN II: NOI DUNG

CHNG I: GII THIEU VE CONG TY TNHH DC PHAM 3A 1. Lch s hnh thanh va phat trien cong ty TNHH Dc Pham 3A. Cong ty TNHH Dc Pham 3A (3A Pharmaceutical Ltd) c thanh lap ngay 06/09/2000. Tien than cua cong ty Dc Pham 3A la cong ty TNHH thng mai 3A c thanh lap ngay 27/08/1992 theo giay phep so 445/Q UB do Uy ban nhan dan thanh pho Ho Ch Minh cap. S d co s thay oi tren la v do yeu cau cua luat nh khi phan phoi cac san pham co tnh chat y hoc cua nha nc ta theo giay phep kinh doanh so 41020021150 cua UBND TP.HCM cap vi: Ten goi: Cong ty Dc pham 3A Ten giao dch: 3A PHARMACEUTICAL Co.Ltd a ch: 18 Luy Ban Bch (Hng lo 14 cu), P. Tan Thi Hoa, Q. Tan Phu, TP.HCM ien thoai: (848) 9612626 Fax: (848) 9612045 Nganh nghe ang ky: Phan phoi cac san pham dinh dng San pham ang ky: Sa bot dinh dng, y hoc danh cho tre em va ngi ln. Ngoai ra cong ty con co mot so chi nhanh at tai cac tnh thanh nh: Ha Noi: Thanh lap nam 1994. a ch: 87 Lnh Nam, Phng Mai ong, Q.Hai Ba Trng ,Ha Noi. a Nang : Thanh lap nam 1997. a ch:320 322 Le Duan. Quan An Khe ,a nang. Can Th: Thanh lap nam 1999. a ch: 11 Vo Th Sau , P.An Hoi, Q.Ninh Kieu ,TP Can Th.
SVTH: Nguyen Th Thi Th
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Hai Phong: Thanh lap nam 2003. a ch: 320 312 Van Cao, P.ang Lam, Q. Hai An. Nha Trang: Thanh lap nam 2004. a ch: So 7 lo 05 Hoang Hoa Tham, thanh pho Nha Trang. Nghe An: Thanh lap nam 2006. a ch: 61 Phan nh Phung, P.Ca Nam, thanh pho Vinh. ong Nai: Thanh lap nam 2006. a ch : 19/93 ng 5 khu pho 2, P.Tan Mai, thanh pho Bien Hoa. Tong von au t cua cong ty vao khoang 1 ty ong. T ien LM 6000 la mat hang kinh doanh au tien cua cong ty, tiep o la mat hang thc pham nh: Margarine, Mayonnaise va cac loai mc ngoai nhap, t dau an Owegoen kem anh rang Colgate ta t ca cac mat hang tren eu ban kha chay va em lai khong t li nhuan cho cong ty nham gop phan giai quyet phan nao tnh trang chu lo cua mot doanh nghiep mi thanh lap. Sau hn hai nam kinh doanh, cong ty a d tnh c doanh so cac mat hang tren se b giam i do tnh hnh th trng canh tranh cua nhng san pham cung loai, ong thi do nh hng ban au la ai ly oc quyen cho hang Abbott Laboratories nen cong ty a dan thay the cac loai hang co nguon nhap bat on nh tren e au t m rong th trng cho cac mat hang chu lc. Sa bot Similac danh cho tre nhu nhi di 6 thang tuoi a chnh thc tham nhap th trng Viet Nam t cuoi nam 1996. e tao nhu cau va m rong th trng cho mat hang sa bot nay, cong ty a lien tiep to chc cac hoi thao va
Lp Marketing 1 HCH.
hoi ngh khach hang hau het cac thanh pho va cac tnh trong ca nc. T nam 1995 tr i, cong ty hau nh ch con kinh doanh cac mat hang cua hang Abbott. Cac chung loai sa nhap ve ngay cang a dang hn t Similac Neosure danh cho tre s sinh thieu thang en Gain (Gain, Gain IQ, Gain Advance IQ va mi ay nhat la Gain Plus Advance IQ) danh cho tre t 6 thang tuoi en 3 tuoi, en Grow (Grow Chocolate, Grow Vanilla va mi ay la Grow Gain Advance IQ) danh cho tre t 3 tuoi en 7 tuoi. Ngoai ra Abbott con quan tam en cac be khi con ang trong bung me qua viec hap thu sa Formance nay c thay the bang Similac Mom, hay luc bieng an, suy dinh dng hay can hoi phuc sc khoe nhanh sau khi om th cung a co sa Pediasure. Tuy nhien Abbott khong ch co nhng san pham danh cho me va be ma con nhieu san pham y hoc khac danh cho ngi ln nh: Ensure la sa chuyen cung cap nang lng can thiet danh cho ngi an uong kem, ac biet la cac benh nhan phai truyen dinh dng qua ong thong. Hien nay a co Ensure nc vi ba mui dau, vani, so co la rat tien dung va ap ng c nhieu s thch tieu dung, hay Glucerna la loai sa chuyen phuc vu cho cac benh nhan b tieu ng giup ho on nh ng huyet Cho en nay cong ty 3A a nhap hn 15 san pham vi nhieu kch c khac nhau va thng xuyen thu thap thong tin th trng, thong tin oi thu canh tranh nham thc hien tot viec phan phoi san pham tot hn
Lp Marketing 1 HCH.
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ABBOTT
LABORATORIES- Hoa ky. Abbott la mot cong ty hang au cua My ve dc pham va dinh dng rat noi tieng tren the gii, cong ty c thanh lap t nam 1888 do bac s tre Wallace Calwin Abbott sang lap lay ten la Abbott Alkaloidal Co khi au bang viec san xuat loai thuoc vien nho t cac hoat chat tc la alkaloid cua dc thao. Nam au tien doanh so ban c la 2,000 USD. Nam 1892 quyen cataloge Abbott c ra mat lan au tien vi 350 dang thuoc vien ieu che cung nh cac loai vien nang Geletin, bang thun, ong tiem. Sau 10 nam thanh lap doanh so tang gap 50 lan khoang 100,000 USD. Sau e nhat chien, cong ty a chuyen manh hng nghien cu t Alkaloid sang lnh vc tong hp va oi ten cong ty thanh ABBOTT LABORATORIES. Vao thap nien 1930, Abbott Laboratories tiep tuc phat minh va trien khai cac loai san pham Nermbutal thuoc an than co ien; Pentothal thuoc gay me dung qua ng tnh mach ban chay nhat the gii (1936); san xuat ong v phong xa (1946) con rat nhieu cac san pham, cac phat minh noi tieng khac. Nam 1946 sau khi hp nhat vi cac cong ty nh Searl Co va Roll Dieteic Laboratories, Abbott tr thanh mot cong ty a chc nang, lay nghien cu khoa hoc lam nen tang san xuat nhieu loai san pham cham soc sc khoe: dc pham, san pham chuan oan, san pham dinh dng nhi khoa va y hoc. Theo uoi cam ket: san xuat cac san pham cham soc sc khoe nhan loai vi chat lng cao. Abbott Laboratories a khong ngng phat trien, ieu nay c minh hoa bang mc doanh thu ma tap oan a at c trong 12 nam:
Lp Marketing 1 HCH.
Bang 1.1 Bang doanh thu trong 12 nam qua cua tap oan Abbott. n v tnh : USD
Nam 1898 1908 1918 1928 1938 1948 1958 1978 1968 1988 1996 1998 1999 2000 2001 2002 2003 2004
Doanh so 100,000 360,000 1,259,00 3,357,000 9,727,000 66,931,000 116,598,000 350, 995,000 1,445,000,000 4,967,000,000 11,013,0000,000 14,000,000,000 19,600,000,000 27,440, 000,000 38,416,000,000 53,782,400,000 75,295,360,000 105,413,504,000
(Nguon so lieu tong ket phong kinh dooanh)
Lp Marketing 1 HCH.
Hien nay Abbott la mot cong ty hang au the gii ve cac lnh vc: Dc pham Dinh dng Phng tien chuan oan, xet nghiem y khoa. Trang thiet b benh vien. Hoa chat nong nghiep. Rieng oi vi mat hang dinh dng cong ty sa Abbott a chiem 60% th phan dinh dng tai My. 2- Chc nang, nhiem vu cua cong ty. 2.1. Chc nang: Cong ty Abbott ho tr ac lc ve nhieu mat nh: Marketing, tai chnhay la mot c hoi rat tot cho cong ty TNHH dc pham 3A ng va ton tai tren th trng Viet Nam. Hien nay cong ty TNHH Dc pham 3A ang thc hien chc nang thng mai bang cach nhap khau va phan phoi mat hang: o Thuoc co tnh chat gay me dung trong benh vien o Sa bot dinh dng cho tre em. o Sa bot dinh dng y hoc ac biet cho tre em va ngi ln. o Cac loai sa dang nc dung cho benh nhan ac tr. Ngoai ra cong ty con co chc nang to chc, thc hien cac buoi hoi thao ve san pham dinh dng tai cac benh vien, s y te, nha tre va cac n v co lien quan khac.
Lp Marketing 1 HCH.
2.2. Nhiem vu chu yeu cua cong ty: o To chc kinh doanh theo nganh nghe a ang ky. o Thc hien ay u ngha vu, chnh sach kinh te, phap luat oi vi nha nc. o Thc hien ung hp ong lao ong va thoa c lao ong tap the a ky vi nhan vien. o Bao ve moi trng, y thc gi trat t cong cong va an ninh quoc phong.
o Tm kiem va m rong th trng phan phoi cac san pham dinh dng tren khap cac tnh thanh tren ca nc. o La cau noi gia san pham va khach hang, a thong tin ve hang hoa en khach hang, giai quyet moi khieu nai thac mac lien quan en san pham cua cong ty. o La ni ho tr van phong ai dien Abbott tai Viet Nam thc hien cac chng trnh chieu th cho san pham phan phoi. Rieng van phong chnh tai thanh pho Ho Ch Minh co nhiem vu: Tm kiem va m rong th trng phan phoi ra khap cac tnh thanh trong ca nc. ieu phoi cac hoat ong kinh doanh toan quoc. La au noi gia san pham va khach hang: a cac thong tin san pham en vi khach hang, giai quyet moi khieu nai, thac mac lien quan en san pham cho cac oi ngu nhan vien cua cac van phong ai dien tai cac tnh. To chc cac t tap huan ve ky nang ban hang va kien thc san pham cho oi ngu nhan vien cac van phong ai dien tai cac tnh.
Lp Marketing 1 HCH.
La ni thc hien cac cuoc ieu tra, nghien cu th trng ve: s c mua, nhu cau cua khach hang, cac hoat ong cua oi thu canh tranh.. La ni ho tr van phong ai dien cua Abbott tai Viet Nam thc hien cac chng trnh chieu th cho san pham phan phoi. Tm kiem va duy tr moi quan he gia cong ty vi cac nha phan phoi s, le trong khu vc. 2.3 Th trng muc tieu. Cong ty phan phoi san pham theo phan khuc sau: San pham danh cho ba me mang thai. San pham danh cho em be (t tre s sinh en 12 tuoi) San pham danh cho ngi ln tuoi, b benh, an uong kem. San pham danh cho benh nhan tieu ng. Hau nh phan khuc th trng ma ngi tieu dung co nhu cau s dung cong ty eu co san pham phan phoi. Nhng th trng ma cong ty muon nham vao la san pham danh cho tre nho. ay la th trng co tiem nang phat trien cao nhat. V ty le sinh Viet Nam van ang cao. 2.4 Khach hang muc tieu. Nhom khach hang muc tieu ma cong ty hng en o la khac h hang co thu nhap cao va la e nh v san pham cua mnh tren th trng va la e khang nh chat lng san pham. Ngoai ra cong ty con hng en nhng nhom khach hang co thu nhap kha nhng co tam ly muon tm loai san pham co chat lng cao e phat trien tot hn cho con ho.
Lp Marketing 1 HCH.
oi vi nhng khach hang co tam ly muon tm toi nhng san pham tot nhat e phat trien tot nhat cho con ho o la nhng khach hang khong trung thanh vi bat c nhan hieu nao v ch can mot yeu to tac ong en chat lng la ho chuyen sang san pham khac. 2.5 Quyen han cua cong ty. V c thanh lap di hnh thc cong ty TNHH nen cong ty la mot n v hach toan oc lap cua thanh pho Ho Ch Minh, co t cach phap nhan, co con dau rieng va c m tai khoan tai ngan hang e hoat ong theo quy nh cua nha nc. 3. Hoat ong chnh cua cong ty. Muc ch chnh cua cong ty la gii thieu va a vao th trng Viet Nam cac loai sa co gia tr dinh dng cao c thc hien vi phng cham chat lng tot nhat, phuc vu tot nhat. Vi muc ch o, hoat ong Marketing cua cong ty khong ngng phat trien. oi ngu Marketing phan ln la cac y, bac s, co kien thc tot ve kien thc dinh dng, giup ngi tieu dung thay c li ch va nhu cau can thiet cua san pham. Ngoai ra cong ty thng xuyen to chc cac hoi thao, hoi ngh khach hang tai cac benh vien ln trong thanh pho, cac tnh thanh va Ha Noi. Tai ay cong ty a mang nghien cu, nhng thong tin nhng t lieu mi nhat ve dinh dng chia se vi cac nha chuyen mon giup ngi tieu dung co s la chon ung an ve cac san pham dinh dng.
Lp Marketing 1 HCH.
Ve oi noi, cong ty khong ngng nang cao trnh o chuyen mon cua cac nhan vien. Tat ca cac nhan vien eu c tham gia vao cac khoa huan luyen, hoc tap. Hang tuan cong ty hop tat ca cac nhan vien e am bao thong tin gia cac phong ban nay va phong ban khac e cung nhau trao oi kinh nghiem cung nh giai quyet cac van e kho khan. ong thi cung cap cho nhan vien mot so kien thc ve kinh te, xa hoi, van hoa, ngoai ng nh nhng hoat ong nay, moi quan he lam viec trong cong ty gan gui, ngi lanh ao va nhan vien co s tin tng nhau hn. Chnh nhng phng thc hoat ong nay a giup cong ty ngay cang phat trien va hoat ong kinh doanh ngay cang hieu qua. 4. San pham phan phoi. Cong ty la nha phan phoi oc quyen cac san pham dinh dng cua vien bao che ABBOTT(Hoa Ky) hien co mat tren 160 quoc gia tren the gii. Cac sa n pham gom co: San pham dinh dng danh cho tre em va ngi ln: Similac Mom: san pham danh cho ba me mang thai va cho con bu. Similac NeoSure: San pham danh cho tre sinh non, thieu thang nhe can di 12 thang tuoi. Similac Advance: San pham danh cho tre di 6 thang tuoi, la cong thc duy nhat co bo sung TPAN giup tang cng he thong mien dch cua tre. Similac Advance IQ: San pham dinh dng danh cho tre t s sinh en 6 thang, he dng chat Advance IQ giup em lai cho tre s phat trien toan dien va
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vt troi, giup ho tr tot hn s phat trien th giac va tr tue, giup gia tang sc e khang, giup phat trien xng va chieu cao tot hn. Gain Advance: San pham danh cho tre t 6 thang tr len, bo sung Taurine va TPAN giup tre phat trien nao, vong mac mat va ho tr s phat trien he thong mien dch cua be. Gain IQ: San pham danh cho tre t 1 en 3 tuoi, bo sung Taurine, Omega 3 va Omega 6, giup be phat trien tr thong minh, at ch so thong minh cao hn, phat trien xng va rang cng cap hn. Gain Advance IQ: San pham dinh dng danh cho tre t 6 thang en 12 thang tuoi, he dng chat Advance IQ giup em lai cho tre s phat trien toan dien va vt troi, giup ho tr tot hn s phat trien th giac va tr tue, giup gia tang sc e khang, giup phat trien xng va chieu cao tot hn. Gain Plus Advance IQ: San pham dinh dng danh cho be t 1 tuoi en 3 tuoi, tr tue vt troi trong c the khoe manh, giup xng phat trien khoe, giup phat trien toi a chieu cao. Grow: San pham danh cho tre t 3 tuoi en 7 tuoi, giup tre phat trien toi a chieu cao va the lc. Grow Advance IQ: San pham dinh dng danh cho tre t 3 en 7 tuoi, he dng chat khoa hoc ho tr s phat trien ba yeu to: phat trien chieu cao va xng, giup tre phat trien vt troi ve th giac va tr tue, bao ve tre khoe manh. Grow Shool: San pham danh cho tre t 6 tuoi tr len, co bo sung choline giup tre tang cng tr nh. San pham dinh dng y hoc cho tre em va ngi ln.
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Pediasure: San pham danh cho tre t 1 tuoi en 10 tuoi, ac biet cho tre bieng an, suy dinh dng, thieu can hoac mi benh mi hoi phuc. Ensure Gold: San pham dinh dng ac biet danh cho ngi om hoac an uong kem. Ensure liquid: Loai dang long danh cho benh nhan hon me nuoi qua ong thong hoac benh nhan sau khi phau thuat can lay lai sc e khang nhanh chong. Glucerna SR: San pham dinh dng cung cap nhng dng chat tng t nh mot ba an hoan hao cho benh nhan tieu ng. Glucerna liquid: La mot loai sa dang long tien dung cho viec i xa, lam viec c quan, hay muon uong nhanh va tien li hn. 5. C cau nhan s cua cong ty. 5.1 C cau nhan s. Bang 1.2 c cau nhan s.
Phong ban ai hoc 1. Hanh chanh. 2. Ke toan tai chnh. 3. Sales 4. Marketing. 5. Xuat nhap khau. 6 7 52 15 4
Trnh o van hoa. Trung cap Pho thong Tong cong
7 3 23 9 1
6 -
19 10 75 24 5
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6. ke hoach. 7. Vi tnh. 8. Cac chi nhanh. Tong cong
6 5 75 170
1 33 77
10 16
6 6 118 263
Nhan xet: oi ngu nhan vien co trnh o ai hoc cua cong ty chiem 64.63%, trnh o trung cap chiem 29.27%, trnh o pho thong co so lng khong ang ke ch chiem 6.1%. a so nhan vien trong cong ty thong thao ngoai ng, tin hoc va co tinh than hoc hoi sang tao, nang ong trong cong viec.
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5.2 S o c cau to chc.
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5.3 Chc nang nhiem vu cac phong ban. ng au bo may la hoi ong quan tr. Thc hien cac cong viec cua hoi ong quan tr la ban giam oc, ban giam oc gom co: Giam oc: la ngi ai dien theo phap luat cua cong ty, chu trach nhiem toan bo ve ket qua hoat ong va thc hien ay u ngha vu oi vi nha nc. Pho giam oc hanh chanh: phu trach cong tac to chc hanh chnh, ke toan cua cong ty. Pho giam oc kinh doanh: phu trach ieu hanh bo may kinh doanh cua cong ty bao gom viec lap ke hoach khai thac nghien cu th trng. Pho giam oc Marketing: phu trach ieu hanh cac chng trnh chieu th ho tr hoat ong kinh doanh. Ngoai ra con co cac phong ban ho tr cho giam oc va hoi ong quan tr. Phong hanh chanh. Bao gom cac to: hanh chnh van th, kho hang bao ve. Quan ly nhan s tuyen dung, sap xep cac cong viec hp ly, phu hp vi trnh o chuyen mon cua nhan vien, lap ke hoach ao tao, huan luyen nhan vien, lap va quan ly ho s nhan vien, thng xuyen theo doi, tiep nhan va chuyen cong van, fax, th t, bu pham. Quan ly cac tai san cua cong ty, lap ke hoach bao dng, nang cap, sa cha va mua cac loai tai san nay. Quan ly oi xe, cap phat xang dau, van phong pham va vat dung khac. Quan ly kho bai hang hoa cua cong ty.
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Phong ke toan tai chnh. La c quan giam sat cac nguon thu chi giup cho hoi ong quan tr ve cong tac to chc, quan ly toan bo nguon tai san chnh cua cong ty, can oi nguon von. Tr ly ban giam oc ve hoat ong kinh doanh va s dung nguon von. Chu trach nhiem thc hien, kiem tra che o tai chnh ke toan hien hanh. Tnh toan gia thanh san pham, tham gia xay dng cac ke hoach va chien lc kinh doanh. Quan he vi ngan hang, thc hien cac che o tai chnh ngan hang, theo doi tnh hnh nop ngan sach nha nc. Chu trach nhiem trc hoi ong quan tr ve toan bo cong tac ke toan , thong ke va quan ly tai chnh. Phong xuat nhap khau. Lap ke hoach cho cong tac nhap khau hang hoa tai cong ty. Giao dch vi ben lien quan bao am nguon nhap ve ung ke hoach. Giao dch vi ngan hang va thc hien cac thu tuc nhan hang t cang, san bay ve nhap kho cong ty. Phoi hp vi cac phong ban lien quan trong cong tac khieu nai, en bu ton that ve hang hoa nhap khau. Theo doi viec nop thue nhap khau, thue GTGT ve hang nhap khau, lam cac thu tuc can xin truy hoan thue trong trng hp hai quan tnh thue khong hp ly. Lu tr cac ho s lien quan en xuat nhap khau hang hoa. Nam bat va pho bien kp thi cac thong tin mi nhat cua c quan ban nganh lien quan en chng t xuat nhap khau hang hoa.
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Bo phan kinh doanh. Cong viec chnh cua nhan vien sales la ban hang, gii thieu, phan phoi hang hoa cua cong ty en cac ch, sieu th, ca hang Tiep xuc trc tiep vi khach hang hay noi cach khac la thc hien viec ap ng nhu cau th trng, tm kiem khach hang mi. Lc lng nay chnh la bc em gia cong ty va cac trung gian. Ngoai ra ho con phai thc hien cac cong viec sau: Lap ke hoach, ra ch tieu, xuc tien cong tac ban hang cua cong ty e at hieu qua cao. Phan tch, anh gia ve thong tin tnh hnh th trng vi ban giam oc cong ty, giai toa cong n khach hang theo quy nh cua cong ty. To chc mang li kinh doanh ma chu yeu la phan phoi s tren a ban TP.HCM va cac a phng khac trong ca nc. Bao cao nh ky cung nh bao cao tnh hnh hoat ong kinh doanh len ban giam oc cong ty. Bao cao thong tin ve cac oi thu canh tranh hien co tren th trng. Ho tr nhng chng trnh khuyen mai t van phong Abbott a ra. Nhan n at hang t cac tnh. Phong Marketing. Ho gom nhng nhan vien chuyen lo viec khuyen mai, tiep can th trng, gii thieu va tiep th san pham cua cong ty trong cac benh vien, c s y te, nha tre, va tai TP.HCM nham muc ch tao nhu cau, ngoai ra ho con lam nhng cong viec nh sau:
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i tm khach hang le nhng quan mi cua TP.HCM nh : quan 2, 7, 9, Thu c, Hooc Mon va cac tnh lan can nh Bnh Dng, Bien Hoa, ong Naithc hien tng bc trong ke hoach m rong th trng trong tng lai cua cong ty. Khach hang ay la nhng benh vien, tram y te, trng hoc, hoac ngi tieu dung. Bao cao nh ky hang thang ve nhng hoat ong, nhng ket qua at c len giam oc cong ty. Nhan vien cham soc khach hang: ho co nhiem vu goi ien thoai t van cho ngi tieu dung, giai ap nhng thac mac cua ngi tieu dung. Ngoai ra cong ty con co oi ngu nhan vien lam Marketing trc tiep (promoter) ay la oi ngu nhan vien tre nhat va chiem ty le cao nhat trong cong ty (khoang 40% trong tong so nhan vien tai TP.HCM, khong ke cac chi nhanh) ho la nhng sinh vien ang con i hoc, lam viec ban thi gian va c cong ty giup , tao ieu kien sap xep lch lam viec phu hp v i lch i hoc co the va lam, va hoc. Ho co kha nang giao tiep va am hieu ve dinh dng qua cac chng trnh huan luyen cua cac bac s van phong Abbott. Ho c huan luyen va ao tao e tr thanh nhng nhan vien gii thieu san pham va thuyet phuc khach hang s dung san pham cua cong ty tai cac sieu th, ca hang. Bao cao nh ky hang tuan mc tieu thu cua sieu th va ca hang ma moi ngi phu trach len trng nhom. Phong Marketing co nhiem vu la thc hien cac chng trnh khuyen mai ma cong ty a ra.
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Phong vi tnh. Ho tr cac phong ban trong viec x ly, in an tai lieu, cong van Ket hp chat che vi phong ke toan va sales trong viec lu tr va x ly so lieu. Lu tr so lieu xuat trong ngay, tnh cong n, tong ket hang ngay. Phong ke hoach. Vach ra nhng chien lc phan phoi san pham sa Abbott. nh ra doanh so ban cung nh d tnh mc au vao( at hang cho nha san xuat). Phong nhan s. Quan ly nhan s: tuyen dung, sap xep va bo tr cac cong viec hp ly, phu hp vi trnh o chuyen mon cua nhan vien, lap ke hoach ao tao huan luyen nhan vien. Lap va quan ly ho s nhan vien. Cac chi nhanh. Vi muc ch m rong mang li phan phoi cua cong ty tai cac a phng lan can. V the chi nhanh la mot bo phan trc thuoc cong ty c at tai cac tnh thanh co tiem nang ve th trng. Chi nhanh co to chc giong nh cong ty ve mat hanh chnh, nhan s, ke toan, tai chnh, ban hang. Chu s ch ao trc tiep t Ban giam oc cong ty. 6. C s vat chat ky thuat cua cong ty. Nh a noi tren, ngoai tru s chnh at tai TP.HCM, cong ty con co cac van phong ai dien c at tai cac tnh tren ca nc.
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Bang 1.3 dien tch van phong ai dien tai cac tnh thanh.
Dien tch van phong Tai TP.HCM. Tai Ha Noi. Tai a Nang. Tai Nha Trang. Tai Hai Phong Tai Can Th 800 m2 250 m2 200 m2 150 m2 300 m2 150 m2
Dien tch kho hang 1.100 m2 400 m2 300 m2 400 m2 200 m2 320 m2
7. He Thong, trang thiet b cac phong ban. Gia cac phong ban cua cong ty eu c trang b he thong may vi tnh noi mang e tien viec lien lac thong tin noi bo, cac may s dung eu thuoc the he mi nhat vi nhieu tnh nang hien ai nham ho tr toi a qua trnh lam viec cua nhan vien. Ngoai ra con co mot so may van phong hien ai ho tr them nh: may in, may photo, may fax, may huy giay, may chieuBen canh o, he thong ien thoai eu c lien tu va lap at tong ai gom 5 ng trung ke va 15 may noi bo tao thuan li trong qua trnh lien lac noi bo vi nhau gia nhan vien cac phong ban. Tat ca cac phong ban eu c trang b he thong en, may lanh va vi cach trang tr hai hoa tao moi trng lam viec thoai mai cho moi nhan vien trong cong ty.
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Lp Marketing 1 HCH.
8. Ket qua san xuat kinh doanh cua cong ty trong giai oan 2004 2006. Bang 1.4 Tnh hnh kinh doanh cua cong ty trong giai oan 2004 2006 ` Nam Doanh thu 2004 951,242,330,317 2005 n v tnh: VN 2006
1,434,645,923,688 1,941,986,576,845
Gia von hang ban 713,431,747,738 1,075,984,442,766 1,456,489,932,634 Lai gop Chi ph ban hang Chi ph quan ly EBIT Lai vay EBT Thue Li nhuan thuan 237,810,582,579 62,429,786,852 19,395,906,652 155,984,889,075 6,788,503,747 149,169,385,328 41,774,987,892 107,421,397,436 358,661,480,922 95,870,561,544 25,621,132,274 237,169,787,104 17,214,050,613 219,955,763,491 61,587,606,217 158,368,130,274 485,496,644,211 106,414,853,191 52,505,917,076 326,575,873,944 30,916,268,071 295,659,605,873 82,784,689,645 212,874,916,229
(Nguon: Bao cao cuoi nam 2006 cua cong ty) Nhan xet: Doanh thu lien tuc tang qua cac nam. Nam 2005 doanh thu tang 50.82% tng ng vi 483,403,593,371 ong nhng gia von ban hang ch tang
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Lp Marketing 1 HCH.
362,552,695,028 ong, nen lai gop tang 120,850,898,343 ong. Li nhuan sau thue tang 19,812,618,326 ong. Nam 2006 doanh thu tang 35.36% tng ng vi 507,340,653,157 ong nhng gia von hang ban ch tang 380,505,489,868 ong, nen lai gop tang 126,835,163,289 ong. Li nhuan sau thue tang 21,197,083,427 ong. Co c ket qua nh tren la do cong ty a m rong c mot he thong phan phoi hp ly, hieu qua trong thi gian qua, va do san pham cua cong ty a c ngi tieu dung chap nhan. Toc o tang doanh thu nam 2005 la 50.82%, nam 2006 la 35.36%. Toc o tang li nhuan nam 2005 la 47.43%, nam 2006 la 34.44%, qua toc o tang doanh thu va li nhuan cho thay tnh hnh tang trng cua cong ty co phan cham lai dan. Doanh thu va li nhuan cua cong ty qua cac nam lien tuc tang. ieu nay la mot bieu hien tot, chng to cong ty hoat ong co hieu qua. Cong viec kinh doanh cua cong ty ang tren a phat trien. Cong ty can phat huy kha nang nay. 9. Qua trnh hnh thanh he thong phan phoi cua cong ty. Trong giai oan au khi mi nhap sa Similac ve cong ty a co c danh sach ca hang ban san pham nay. Tuy nhien e quang ba rong rai san pham, cong ty ngoai viec ban trc tiep cho cac benh vien, trung tam y te tai TP.HCM va cac tnh Mien Nam. ong thi cong ty con thc hien mot so chng trnh chieu th nh tang hang, ky gi hang cho nhng ni naySau khi thiet lap c mot phan nhu cau ni ngi tieu dung, cong ty tng bc phan phoi san pham
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Lp Marketing 1 HCH.
theo kieu phoi hp kenh trc tiep va kenh gian tiep vi cac chnh sach chie t khau hp ly, khoa hoc cho tng oi tng kenh. He thong kenh phan phoi cua cong ty c thanh lap gom co cac kenh nh ban s, ban le, sieu th, y te (benh vien, trng hoc, tram y te, nha thuoc), Metro. T nam 1992 en nay he thong kenh phan phoi cua cong ty phat trien ngay cang nhanh chong va lan toa ra khap cac tnh thanh nh: Mien Bac, Mien Trung, va ong Bang Song Cu Long. Chuoi san pham phan phoi ngay cang a dang va phong phu hn trc (trc ay ch co 8 loai san pham nhng bay gi a len en 15 loai san pham). Cac chi nhanh ngay cang moc len nhieu hn cac tnh lan can nh: Ha Noi, Hai Phong, Nha Trang, Can Th, a Nang. Hien nay cong ty van tiep tuc s dung he thong phan phoi hon hp neu tren e ay manh viec tieu thu tren th trng. Qua phan gii thieu ve cong ty, phan nao ta thay ro c hoat ong chnh cua cong ty la phan phoi san pham dinh dng. e cong ty hoat ong co hieu qua, ieu tat yeu la cong ty phai xay dng, to chc va quan ly c mot he thong kenh phan phoi hp ly, hieu qua. Noi cach khac, he thong phan phoi o phai phu hp vi muc tieu cua cong ty e ra, phu hp vi tnh hnh cua th trng hien tai. o chnh la ly do toi chon e tai M rong he thong kenh phan phoi oi vi san pham tieu chuan vang tai th trng thanh pho Ho Ch Minh.
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Lp Marketing 1 HCH.
CHNG II: C S LY LUAN I. Khai niem ve phan phoi. Marketing la mot hoat ong khong nhng khong the thieu ma con ong vai tro then chot e cho cac cong ty ton tai va phat trien. Ngay nay khong mot nha kinh doanh nao choi cai ve vai tro trung tam cua Marketing trong cong ty. Cac doanh nghiep hien nay hoat ong trong moi trng canh tranh khoc liet. San pham dch vu cung ang moi luc mot tinh te hn. Nhu cau tieu dung gia tang khong ch ve so lng ma ca ve chat lng ong thi thu nhap ca nhan ngay cang tang. ieu nay lam tang kha nang mua cua ngi tieu dung. V vay viec canh tranh gia cac doanh nghiep trong va ngoai nc ngay cang tr nen gay gat hn. Trong moi trng canh tranh gay gat hien nay viec phat trien thanh cong mot chien lc Marketing la mot ieu vo cung kho khan va phc tap. Viec ap dung chien lc Marketing phai luon thay oi sao cho phu hp vi ke hoach kinh doanh. Nhng nha kinh doanh a nhan biet c rang e thanh cong ho khong ch s dung san pham dch vu tot hn oi thu canh tranh ma con phai biet c san pham ra th trng mot cach thch hp, ap ng c nhu cau ung oi tng, ung a iem va ung so lng nham thoa man c nhu cau cua ngi tieu dung. ieu nay ch c the hien qua viec xay dng he thong phan phoi phu hp. 1. Phan phoi. Phan phoi la qua trnh kinh te va ieu kien to chc lien quan en viec ieu hanh va van chuyen hang hoa t ni san xuat en ni tieu dung.
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Lp Marketing 1 HCH.
Phan phoi trong Marketing bao gom cac yeu to cau thanh sau: nha san xuat, trung gian, he thong kho, ben bai, phng tien van tai, ca hang, he thong thong tin th trng 2. Kenh phan phoi. Kenh phan phoi la mot tap hp cac cong ty hay ca nhan t ganh vac giup chuyen giao cho mot ai o quyen s hu oi vi mot hang hoa cu the hay dch vu tren con ng t nha san xuat en ngi tieu dung. Marketing ve phan phoi la hoat ong cua cac doanh nghiep trong lnh vc phan phoi nham thoa man nhu cau cua khach hang va am bao cho doanh nghiep at c muc tieu kinh doanh cua mnh. II. Ban chat kenh phan phoi. 1. Chc nang cua kenh phan phoi. Nh co kenh phan phoi ma doanh nghiep khac phuc c nhng kho khan ve khoang cach, thi gian a iemtrong qua trnh tieu thu san pham. V co tnh chuyen mon hoa cao cho nen chat lng va hieu qua cua cac thanh vien trong kenh luon c cai thien va ho co kha nang chuyen oi chc nang cho nhau. Cac thanh vien cua kenh phan phoi la mot chc nang rat quan trong. Nghien cu: thu thap thong tin can thiet e lap ke hoach va tao thuan li cho viec trao oi. Chieu th: kch thch tieu thu, soan thao va chuyen ba nhng thong tin ve hang hoa. Tiep xuc: thiet lap cac moi lien he, tao dng va duy tr moi lien he vi nhng ngi mua tiem an.
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Lp Marketing 1 HCH.
Lam thch ng: giup cho doanh nghiep hoan thien hang hoa, lam cho hang hoa ap ng c yeu cau cua ngi mua. Viec nay lien quan en cac dang hoat ong nh san xuat, phan loai, lap rap va ong goi. am phan: tien hanh thng lng nhng viec thoa thuan vi nhau ve gia ca va nhng ieu kien khac e thc hien bc tiep theo la chuyen giao quyen s hu hay quyen s dung. Kho van: to chc lu thong hang hoa van chuyen va bao quan, d tr hang hoa. au t: am bao kinh ph, tm kiem va s dung nguon von e bu ap cac chi ph hoat ong cua kenh. Chap nhan rui ro: ganh vac trach nhiem ve hoat ong cua kenh. 2. Trung gian va tam quan trong cua trung gian. nh ngha trung gian. Trung gian la mot bo phan cua kenh phan phoi. Moi ngi trung gian lam mot cong viec nham em san pham en gan ngi tieu dung hn, moi ngi trung gian se tao thanh mot cap cua kenh phan phoi, v vay so cap kenh trung gian con bieu th o dai cua kenh phan phoi. 2.2. Tam quan trong cua trung gian. Viec s dung trung gian trong hoat ong phan phoi a anh hng en s kiem soat cua doanh nghiep trong viec ban hang cho ai? Va ban the nao? Tuy nhien doanh nghiep cung at c nhng thuan li sau: Trung gian se chu phan chi ph trong viec ban hang trc tiep en tay ngi tieu dung.
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Lp Marketing 1 HCH.
Trung gian tao ieu kien tap trung au t vao cong viec san xuat cua mnh. Trung gian lam giam so lng cac moi lien he, lam tang hieu qua phan phoi trong xa hoi. 3. So cap cua kenh. Co the phan loai kenh phan phoi theo so cap cau thanh chung. Cap cua kenh phan phoi o la ngi trung gian bat ky thc hien mot cong viec nao o nham a hang hoa va quyen s hu hang hoa en gan ngi mua cuoi cung. Chieu dai cua kenh phan phoi theo so cap kenh trung gian cua kenh nh sau: 3.1 Kenh trc tiep ( kenh Zero cap):
Nha san xuat. Ngi tieu dung.
Kenh phan phoi trc tiep: gom nha san xuat ban hang trc tiep cho ngi tieu dung. Ba phng thc ban hang trc tiep c ban la ban ha ng lu ong, ban hang qua bu ien va ban hang qua cac ca hang cua nha san xuat. 3.2 Kenh mot cap:
Nha san xuat. Ngi ban le. Ngi tieu dung.
Kenh mot cap bao gom: mot ngi trung gian. Tren cac th trng ngi tieu dung, ngi trung gian nay thng la ngi ban le con tren th trng ban hang t lieu san xuat th ngi trung gian nay la ai ly tieu thu hay ngi moi gii
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Lp Marketing 1 HCH.
3.3. Kenh hai cap:

Nha san xuat. Ngi ban s. Ngi ban le. Ngi tieu dung.
Kenh hai cap bao gom hai ngi trung gian nh ngi ban s va ngi ban le. Tren cac th trng ngi tieu dung, nhng ngi trung gian nay thng la nhng ngi ban s va le, con tren th trng hang t lieu san xuat th co the la ngi phan phoi hay ai ly cong nghiep. 3.4. Kenh ba cap:
Nha san xuat Ngi ban s.
Ngi ban s nho
Ngi ban le.
Ngi tieu dung
Kenh ba cap gom ba ngi trung gian nh ngi ban s, ngi ban buon, ngi ban le. Ngi ban buon mua t ngi ban s ban lai cho nhng ngi ban le nho hn, v thng ngi ban s khong giao dch vi nhng ngi ban le qua nho. 4. Cau truc kenh phan phoi: 4.1. Kenh phan phoi truyen thong Kenh phan phoi truyen thong bao gom nhieu thanh vien (trung gian) tham gia, nha san xuat, ban buon, va ban le. Moi trung gian thc hien mot cong viec nao o nham a san pham en ni tieu thu cuoi cung. Cac thanh vien nay hoat ong oc lap nhau vi muc ch la toi a hoa li nhuan cua mnh, cho du la hoat ong nay co the lam giam li nhuan cua tong the. Khong mot thanh vien nao co
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Lp Marketing 1 HCH.
the kiem soat hanh vi cua cac thanh vien con lai cung nh khong co nhng rang buoc nao ve vai tro va trach nhiem trong viec x ly cac tranh chap. 4.2. He thong Marketing doc. He thong Marketing doc gom nha san xuat, mot hay nhieu ngi ban s va mot hay nhieu ngi ban le hoat ong nh mot the thong nhat. Mot thanh vien cua kenh co the lam chu cac thanh vien khac, hoac la danh cho ho nhng quyen u ai trong buon ban, hoac la co u sc am bao ho phai hp tac toan dien. Marketing doc a tr thanh mot hnh thc phan phoi thnh hanh trong lnh vc Marketing ngi tieu dung. Co ba kieu c ban cua he thong Marketing doc sau ay: 4.2.1. He thong Marketing doc cua cong ty. Trong khuon kho he thong Marketing doc cua cong ty , cac giai oan san xuat va phan phoi ke tiep nhau eu thuoc s hu duy nhat. Cac to chc nay la nhng he thong nhat the hoa theo chieu doc, hung manh. 4.2.2. He thong marketing doc theo hp ong. He thong Marketing doc theo hp ong gom nhng cong ty oc lap, gan bo vi nhau bang quan he hp ong va nhng chng trnh phoi hp hoat ong nham cung at c mc tiet kiem va cac ket qua thng mai ln so vi mc ma ho co the at c neu hoat ong rieng le. He thong Marketing doc theo hp ong co hai kieu: Lien ket t nguyen cua nhng ngi ban le di s bao tr cua nhng ngi ban s. Nhng ngi ban s to chc hp nhat tren c s t nguyen nhng
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Lp Marketing 1 HCH.
ban le thanh nhng lien oan e giup nhau ng vng trong cuoc canh tranh vi nhng mang li phan phoi ln. Hp tac xa nhng ngi ban le. Nhng ngi ban le co the chu ong to chc mot lien hiep kinh te oc lap mi e lam ca nghiep vu ban s va co the la san xuat na. Li nhuan thu c se phan phoi cho cac thanh vien cua hp tac xa ty le vi khoi lng hang hoa ho mua. Nhng ngi ban le khong phai la thanh vien cua hp tac xa cung co the mua hang thong qua no, nhng khong c tham d phan chia li nhuan. 4.2.3. He thong Marketing doc co quan ly. He Thong Marketing doc co quan ly phoi hp hoat ong cua mot so giai oan ke tiep nhau trong qua trnh san xuat va phan phoi khong phai v cung chung mot chu, ma la do quy mo va sc manh cua mot thanh vien. Ngi sa n xuat mot mat hang ac hieu, chu chot co kha nang tao ra s hp tac va ung ho manh me t pha nhng ngi buon ban trung gian mat hang nay. 4.3. He thong Marketing ngang. La viec hai hay nhieu cong ty san sang hp lc lai e cung nhau khai thac nhng kha nang marketing ang m ra. Tng cong ty rieng khong co u von, tri thc ky thuat, nang lc san xuat hay nhng nguon tai nguyen Marketing e hanh ong n oc hoac thay viec hp lc vi cong ty khac se co c nhng ieu li khong nho cho mnh. Cac cong ty co the hp tac co thi han hay lau dai, va cung co the thanh lap mot cong ty chung khac.
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Lp Marketing 1 HCH.
4.4. He thong Marketing nhieu kenh. Trc ay cac cong ty thng s dung mot kenh phan phoi cho mot th trng. Tuy nhien, vi s phat trien cua kenh phan phoi cung vi viec xuat hien cua nhieu phan khuc tren th trng, doanh nghiep a s dung hai hay nhieu kenh phan phoi e tiep can hai hay nhieu phan khuc th trng khac nhau. Khi s dung he thong a kenh phan phoi, cong ty co nhng u the nh de bao phu th trng, giam c chi ph phan phoi, va de thch ng vi ngi tieu dung. Tuy nhien, he thong a kenh cung co nhng nhc iem cua no, chang han nh xuat hien mau thuan gia cac thanh vien trong kenh phan phoi v hai hay nhieu kenh cung phuc vu cho mot th trng. 5 . S hp tac, xung ot va canh tranh cua cac kenh phan phoi. S hp tac thng gap gia nhng thanh vien cung tham gia mot kenh. Nh s hp tac ho co kha nang nhay cam hn, phuc vu tot hn va thoa man ay u hn th trng muc tieu. Nhng trong khuon kho mot kenh thng xay ra xung ot. oi khi xay ra xung ot gia cac cong ty cung mot cap. Chang han nh nhng ai ly mot cong ty cung thanh pho a thi hanh chnh sach gia ca va quang cao nham tang mc tieu thu cua mnh. Trong nhng trng hp nh vay ngi ng au kenh phai soan thao nhng quy che ro rang va co the phai cng che thc hien, ong thi thi hanh nhng bien phap linh hoat e giai quyet nhanh nhat vu xung ot. Cac cong ty cac cap khac nhau trong cung mot kenh cung co the xay ra xung ot vi nhau.
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Lp Marketing 1 HCH.
Canh tranh naysinh gia cac cong ty va cac he thong co y o phuc vu cung mot so th trng muc tieu. Nh canh tranh nh vay ngi tieu dung se co nhieu chung loai hang hoa, nhieu khoang gia va hnh thc dch vu hn e la chon. Tuy nhien canh tranh gia cac ai ly cung co the dan en hien tng pha gia, tranh gianh khach hang, noi xau, giem pha lan nhau v the cac doanh nghiep phai biet khon kheo x ly nhng mat tieu cc cua canh tranh trong he thong phan phoi cua mnh. III. To chc va quan ly kenh phan phoi. 1 . To chc kenh phan phoi. Cac yeu to anh hng en kenh phan phoi. Moi trng ben ngoai. Moi trng kinh te. Khi nen kinh te bien ong th hanh vi cua ngi tieu dung va tnh hnh hoat ong cua cac cong ty san xuat kinh doanh, cac n v buon ban, ban le se thay oi. Do o cac doanh nghiep can chu trong en viec phan tch, xem xet ieu g ang xay ra trong nen kinh te. T viec tang von au t cua mot nha may san xuat en viec mua mot mon hang mot ca hang cua ngi tieu dung eu b anh hng bi yeu to kinh te. Toc o tang trng kinh te, can can xuat nhap khau, tnh trang lam phat, ty gia, toc o au t, thu nhap bnh quan au ngi eu tac ong en kenh phan phoi theo cach nay hay cach khac. Khi moi trng tac ong en kenh phan phoi se lam thay oi thch ng a en chnh sach quan ly cung se thay oi. Kenh phan phoi a kenh, kenh phan
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Lp Marketing 1 HCH.
phoi rong rai theo chien lc san pham rong rai, moi trng tac ong se lam thay oi kenh phan phoi thanh kenh phan phoi muc tieu hoac kenh phan phoi ac quyen, ai tra. Luc o chien lc san pham va chien lc gia ca thay oi. en giai oan ieu chnh kenh phan phoi ai tra a en san pham va chien lc mau ma cung khac. Bon giai oan tuan hoan cua chu ky kinh doanh la : Thnh vng, suy thoai , khung hoang nh tre, va phuc hoi luon giong nh chu ky kinh te. V vay viec theo doi, va d oan moi trng kinh te phai chat che v moi giai oan cua chu ky khong theo mot khuon mau nhat nh. Moi trng chnh tr phap luat. ay la moi trng phc tap nhat, co rat nhieu ieu luat quy nh hanh vi kinh doanh tren th trng nh cac chnh sach ve thue, xuat nhap khau, moi trng cac ieu luat nay anh hng en kenh phan phoi, do vay ngi quan ly kenh phai hieu ro moi trng phap luat. Viec nam kien thc va hieu biet chung ve luat phap. D nhien se giup cho ngi quan ly kenh tranh c cac rui ro tiem tang co the phat sinh do luat le trong qua trnh quan tr kenh phan phoi. Moi trng van hoa xa hoi. Van hoa gom tat ca moi xu the hanh vi c ban cua con ngi t luc ta sinh ra. Moi trng van hoa theo nh ngha rong bao gom: cac nhan to nhan khau, ieu kien kinh te, the che, cac tap tnh, thoi quen, kien thc khoa hoc ky thuat, cac gia tr va long tin xa hoi va cac nhan to chnh tr luat phap .
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Lp Marketing 1 HCH.
Quan tr kenh phan phoi can xet en: S thay oi ve dan so gia cac vung se lam thay oi mat o th trng cac khu vc, lam thay oi cau truc kenh. V du: a Nang, ak Lak khong s dung kenh phan phoi a kenh v ay la nhng vung dan c song phan tan, phai thc hien theo tong ai ly. Trnh o dan tr tac ong manh en thai o mua sam ngi tieu dung, nhu cau thong tin va dch vu nhieu hn. C cau dan toc quyet nh en nhu cau san pham va hanh vi mua sam khac nhau. Toc o tang dan so cung tac ong en noi dung chien lc san xuat kinh doanh cua doanh nghiep v lam tang cac phan khuc th trng, tang quy mo th trng, tang so lng hang hoa va chung loai hang hoa. S thay oi cau truc gia nh va ho gia nh: nhng thay oi trong cau truc kenh gia nh va ho gia nh anh hng ti hanh vi mua sam va do o anh hng ti kenh phan phoi. Moi trng canh tranh.. Di he thong vat chat bao gom cac tai nguyen nh: khoang san, kh hau, con ngi, cac kha canh t nhien khac. Marketing b anh hng bi cac yeu to nay va kh hau la mot v du. Cac doanh nghiep phai tang chi ph cho cac giai phap o nhiem moi trng, ong thi phai oi mat vi viec tang chi ph nhien lieu va khan hiem cac nguon nhien lieu san xuat.
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Lp Marketing 1 HCH.
Moi trng ben trong. Quan he hp tac gia cac thanh vien trong kenh: c the hien qua viec phan chia hp ly cac hoat ong phan phoi theo tng lnh vc a ly. Phan chia thu nhap gia cac thanh vien tham gia kenh. Hp tac e s dung mot cach co hieu qua nhat cac ieu kien c s vat chat va u the cua ca he thong, hp tac trong viec thc hien cac chng trnh khuyen mai cung cap cho nhau nhng thong tin can thiet ve hoat ong phan phoi. S hp tac o bao gom ca chieu ngang lan chieu doc, do vay quan he hp tac gia cac thanh vien la ieu kien e cac dong chay ngc thong suot. Neu quan he hp tac ri rac, thieu gan bo se lam cho toan bo he thong kenh khong phoi hp c cac hoat ong phan phoi dan ti s tac nghen trong cac dong chay. Sc manh cua cac thanh vien trong kenh: Moi thanh vien trong kenh eu muon co kha nang quan ly hoac anh hng cua mot thanh vien en hanh vi cua cac thanh vien khac trong kenh bao gom: sc manh ieu khien, sc manh tien thng, sc manh ap at, sc manh hp tac, sc manh tha nhan, sc manh chuyen mon. S dung sc manh trong cac kenh phan phoi: S san sang cua sc manh: ay la nhiem vu thng xuyen cua cac nha quan ly e van dung ung luc va co hieu qua trong hoat ong quan ly kenh. La chon sc manh trong tng ac iem:
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Lp Marketing 1 HCH.
Nhng sc manh nao nen c s dung e tang cng hieu qua quan ly toan bo he thong kenh, la nhiem vu kho khan cua nha quan tr. Ngoai ra hieu qua s dung con phu thuoc vao mc o hp tac xung ot trong kenh. Canh tranh la yeu to moi trng cac thanh vien trong kenh:
San xuat
Ban buon
Ban buon
Ban le
Ban le
Ban le
Tieu dung
Tieu dung
Tieu dung
(Sach quan tr kenh phan phoi cua trng ai hoc BC Marketing) Canh tranh la mot yeu to quan trong anh hng en tat ca cac thanh vien trong kenh. Co bon loai canh tranh nh sau: Canh tranh chieu ngang cung loai. Canh tranh chieu ngang gia cac loai. Canh tranh chieu doc. Canh tranh gia cac he thong kenh.
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Lp Marketing 1 HCH.
Xung ot. Co nhng van e, mau thuan, khong thong nhat ve muc tieu, quyen li se dan ti xung ot. Xung ot nay sinh khi mot thanh vien nhan thay hanh vi cua thanh vien khac anh hng en muc tieu cua mnh hoac anh hng en hieu qua hoat ong cua mnh. Quy trnh thiet ke kenh phan phoi. Phan tch nhu cau khach hang. Khi thiet ke kenh phan phoi th bc au tien phai tm hieu xem khach hang muc tieu mua nhng g, mua au, tai sao va mua nh the nao? Ngi quan tr kenh phai nam c nhng mc o am bao dch vu ma khach hang muc tieu mong muon. Cac kenh phai am bao nam ch tieu dch vu sau: Quy mo lo: La so lng n v san pham ma kenh phan phoi cho phep mot khach hang cu the mua trong mot t. Quy mo lo cang nho th mc o dch vu ma kenh phai am bao cang cao. Thi gian ch i: La thi gian trung bnh ma khach hang cua kenh phai ch e nhan hang. Khach hang thng thch ng nhng kenh giao hang nhanh oi hoi mc o am bao dch vu tot. a iem thuan tien: The hien mc o kenh phan phoi tao ieu kien de dang cho khach hang mua san pham a dang.
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Lp Marketing 1 HCH.
The hien chieu rong chung loai ma kenh phan phoi am bao. Thong thng khach hang a thch chieu rong cua chung loai san pham hn v no lam tang kha nang ap ng chnh xac nhu cau cua ho. Dch vu ho tr: La dch vu phu them nh (tn dung, giao hang tan ni, lap at sa cha) ma kenh phai thc hien. Mc o am bao dch vu cao ngha la chi ph cho kenh cang ln va gia tnh cho khach hang cang cao. Xac nh muc tieu va cac rang buoc kenh phan phoi. ac iem san pham. Nhng muc tieu cua kenh thay oi tuy theo san pham. Nhng san pham mau h oi hoi phai chon kenh Marketing trc tiep, viec cham tre nhieu lan se nguy hiem. Nhng san pham cong kenh nh vat kien xay dng oi hoi nhng kenh am bao giam en mc toi thieu c ly van chuyen va so lan boc xep trong qua trnh lu thong t ngi san xuat en ngi tieu dung. Nhng san pham phi tieu chuan nh may moc san xuat n chiec va nhng dang cong viec chuyen mon hoa, do cac ai dien ban hang cua cong ty ban trc tiep va nhng ngi trung gian khong co u kien thc can thiet. Nhng san pham can lap at hay dch vu bao tr thng do cong ty hay ai ly oc quyen ban va bao tr. Nhng san pham co gia tr ln thng c ban thong qua lc lng ban hang cua cong ty ch khong phai qua cac trung gian. ac iem cac trung gian. Khi thiet ke trung gian phai tnh en iem manh, iem yeu cua cac loai hnh ngi trung gian khac nhau mi co the a chien lc kenh phan phoi phu hp.
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Lp Marketing 1 HCH.
ac iem canh tranh. Thiet ke cung chu anh hng t cac kenh phan phoi cua oi thu canh tranh. Da tren kenh phan phoi cua oi thu canh tranh nha quan tr se a ra cac chien thuat canh tranh nham gi v the von co cua doanh nghiep tren th trng. ac iem cua moi trng. Thiet ke phai thch ng vi moi trng ln hn. Khi tnh hnh kinh te suy thoai, nhng ngi san xuat muon a hang cua mnh ra th trng theo mot phng thc kinh te nhat nh. ieu nay co ngha la phai s dung nhng kenh ngan hn va loai bo nhng dch vu khong quan trong lam tang them gia tr cuoi cung cua hang hoa. Nhng quy nh va han che cua luat phap cung anh hng en thiet ke kenh. Xac nh nhng la chon chu yeu. Ban chat cua cac trung gian. Cong ty can xac nh nhng loai hnh trung gian san co e thc hien cong viec kenh. Van e la lam the nao e a san pham en ngi tieu dung co hieu qua: sau ay la nhng phng an kenh. Lc lng ban hang cua cong ty: phat trien lc lng ban hang trc tiep cua cong ty. Phan cong cho cac ai dien ban hang phu trach nhng a ban e tiep xuc vi tat ca cac khach hang trong khu vc. ai ly cua cong ty: tm cac ai ly, ca hang e ban nhng san pham cua cong ty.
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Lp Marketing 1 HCH.
Nhng ngi phan phoi tm nhng ngi phan phoi cac vung khac nhau e ho mua va kinh doanh nhng san pham cua cong ty, danh cho ho nhng u ai, li nhuan thoa ang, huan luyen san pham va ho tr khuyen mai. Ngoai ra cac cong ty can phai kiem nhng kenh phan phoi oi mi va oi khi cong ty lai chon mot kenh khong thong thng, v ly do kho khan hay ton kem khi s dung kenh thnh hanh. Quyet nh nay cung co khi lai tr nen ung an. V u iem cua kenh thong thng la cho cong ty phai ng au vi mc o canh tranh yeu hn do mi nhay vao kenh nay. So lng cac trung gian: Cong ty phai quyet nh so ngi trung gian can s dung moi cap kenh. Tat ca co ba chien lc: Phan phoi oc quyen: oc quyen oi hoi phai han che nghiem ngat so ngi trung gian kinh doanh hang hoa va dch vu cong ty. Bang cach giao oc quyen phan phoi, ngi san xuat hy vong se co c mot phng thc ban hang nang ong va thong thao hn. oc quyen phan phoi co xu hng e cao hnh anh ngi san xuat va cho phep tnh phu gia cao hn. Phng thc nay ap dung cho viec phan phoi o to mi, mot so thiet b quan trong va mot so nhan hieu trang phuc n. Phan phoi chon loc: oi hoi s dung nhieu trung gian nhng khong phai tat ca nhng trung gian san sang cu the o. Cong ty khong phai phan tan sc lc cua mnh cho qua nhieu ca hang ke ca nhng ca hang nho be. No co the xay dng mot quan he tot vi nhng trung gian a c tuyen chon va trong i mot ket qua ban hang tren mc trung bnh. Phng thc phan phoi chon loc cho phep nha san xuat bao quat c th trng mot cach thch ang ma
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Lp Marketing 1 HCH.
van kiem soat c nhieu hn va chi ph t hn so vi phng thc phan phoi rong khap. Phan phoi rong khap: la chien lc ma trong o cong ty co gang a hang hoa va dch vu cang nhieu ca hang cang tot. Khi ngi tieu dung oi hoi a iem phai het sc thuan tien th ieu quan trong la phai am bao phan phoi vi cng o ln. Nhng nha san xuat luon co gang chuyen t phan phoi oc quyen hay chon loc sang phan phoi rong khap hn nham tang pham vi bao quat va mc tieu thu cua mnh. Trach nhiem va cam ket cua cac thanh vien trong kenh: nha san xuat phai xac nh nhng ieu kien va trach nhiem cua nhng thanh vien tham gia kenh. Nhng yeu to chnh trong moi quan he mua ban la chnh sach gia ca, ieu kien ban hang, a ban c chuyen giao quyen, va dch vu ac biet ma moi ben phai thc hien. Chnh sach gia ca: oi hoi nha san xuat phai xay dng mot bieu gia va bang chiet khau ma ngi trung gian phai thay nhng bieu gia ban la cong bang va ay u. ieu kien ban hang: e cap en ieu kien thanh toan va bao hanh cua nha san xuat. Hau het nhng nha san xuat eu danh nhng khoan chiet khau tien mat cho ngi phan phoi thanh toan sm trc han. Nha san xuat cung co the am bao cho ngi phan phoi trong trng hp hang hoa co khuyet tat hay xuong gia.
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Lp Marketing 1 HCH.
a ban giao quyen phan phoi: ay la mot yeu to trong moi quan he mua ban. Ngi mua ban muon biet ro nhng ni nao san xuat se giao quyen phan phoi cho ho hoac cho ngi khac. Nhng dch vu ho tng va trach nhiem phai c xac nh can than, nhat la oi vi nhng ieu kien co ai ly ac quyen va ai ly oc quyen. anh gia nhng la chon chu yeu. Tieu chuan kinh te: Moi phng an eu tao ra mot mc tieu thu va chi ph khac nhau. Hau het nhng ngi quan ly kenh eu cho rang lc lng ban hang cua cong ty ban c nhieu hn v ho c huan luyen san pham, ky nang ban hang ho nang ong hn v tng lai cua ho phu thuoc vao thanh cong cua cong tymat khac ai ly tieu thu cung co the ban c nhieu hang hn lc lng ban hang cua cong ty. V ai ly co nhng moi quan he tiep xuc chat che va hieu biet th trng, trong khi lc lng ban hang cua cong ty phai xay dng nhng mo quan he t au, can phai co thi gian. Bc tiep theo la c tnh chi ph cho nhng khoi lng tieu thu khac nhau thong qua tng chi nhanh tieu thu cua cong ty. Nhng chi ph thong qua ai ly tieu thu tang len nhanh hn v nhan vien ban hang cua ai ly hng hoa hong nhieu hn nhan vien ban hang cua cong ty. Tieu chuan kiem soat: Khi s dung ai ly tieu thu se nay sinh van e kiem soat. ai ly tieu thu la mot doanh nghiep oc lap luon tm cach tang toi a li nhuan cua mnh. Nhan vien ai ly luon tap trung vao nhng khach hang mua nhieu nhat, nhng khong nhat thiet la hang hoa cua nha san xuat o. Ngoai ra nhan vien ai ly co the
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Lp Marketing 1 HCH.
khong nam bat c nhng chi tiet ky thuat ve san pham cua cong ty hay khong x ly co hieu qua vat pham khuyen mai cua mnh. Tieu chuan thch nghi: e xay dng mot kenh, cac thanh vien cua kenh phai co cam ket vi nhau mot mc o nao o, trong mot thi ky nhat nh. Song nhng cam ket o se dan ti cho lam giam bt kha nang nha san xuat ap ng mot th trng thng xuyen bien oi. Tren nhng th trng thay oi nhanh chong, khong on nh hay san pham khong am bao toi a kha nang kiem soat va co the thay oi nhanh chong chien lc Marketing. 2. Quan ly kenh phan phoi. Tuyen chon cac thanh vien cua kenh. Khi nha san xuat tuyen chon thanh vien cua kenh, cac nha san xuat cung phai xac nh c cac trung gian tot phai co nhng ac iem g. Co the da vao mot so anh gia sau: Tham nien trong nghe. Nhng mat hang ma ho ban. Mc li nhuan va phat trien. Kha nang chi tra. Tnh hp tac va uy tn. Kha nang am hieu va quan he tot vi khach hang. V vay khi tuyen chon cac thanh vien cua kenh, nha san xuat phai biet thu hut cac trung gian co chat lng cao cho kenh d nh. La chon va tm kiem cac thanh vien cua kenh ap ng u kha nang, dung cac tieu chuan tuyen chon
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Lp Marketing 1 HCH.
e anh gia kha nang phu hp cua cac thanh vien va phai co c s e am bao cac thanh vien tng lai nay chac chan tham gia kenh. Co nh vay mi am bao c s phat trien va gan bo lau dai gia nha san xuat va cac trung gian phan phoi. Kch thch cac thanh vien cua kenh. Cac thanh vien cua kenh phai c thc hien thng xuyen kch thch e lam viec cho en mc tot nhat. Cu the em lai cho ho nhieu u ai va quyen li hn oi thu canh tranh trong qua trnh tham gia kenh. Cong ty can phai ap ng c nhu cau va c muon cua ho thong qua viec tiep can ho. Co ba kieu tiep can vi gii trung gian: hp tac, hun hap, lap chng trnh phan phoi. S hp tac: c kch thch bang mc li cao, tien thng, tr cap trng bay hang, thi ua doanh so. S hun hap: the hien cach cung lam an lau dai, co xu hng phat trien chung, v li ch chung cho ca nha phan phoi va nha kinh doanh. Lap chng trnh phan phoi: la kieu thoa thuan tien bo nhat, hai ben cung vach ra muc tieu kinh doanh, ke hoach tieu thu, ke hoach quang cao, khuyen mai. Cong ty a bien cac nha phan pho t cach ngh pha ngi mua chuyen sang cach ngh lam an pha ngi ban v ho la mot bo phan trong he thong tiep th doc cua cong ty. .anh gia hieu qua hoat ong cua kenh phan phoi Nha san xuat phai nh ky anh gia hoat ong cua ngi trung gian theo nhng tieu chuan nh nh mc doanh so at c, mc o lu kho trung bnh, thi gian giao hang cho khach, cach s ly hang hoa that thoat va h hong, mc
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Lp Marketing 1 HCH.
hp tac trong cac chng trnh quang cao huan luyen cua cong ty, va nhng dch vu ho phai lam cho khach hang. Nha san xuat thng at nh mc doanh so cho trung gian. Sau moi thi ky, nha san xuat co the cho lu hanh mot danh sach mc doanh so at c cua tng ngi trung gian. Danh sach nay co the kch thch ngi trung gian hang thap nhat co gang hn na va khien ngi trung gian hang au co gang gi mc at cua mnh. Mc doanh so at c cua cac trung gian co the c so sanh vi mc ho a at c trong ky trc o. Ty le tang tien trung bnh cua cac nhom co the c dung nh mot tieu chuan. Cac nha san xuat phai rat nhay cam vi cac nha buon cua mnh. Nha san xuat nao c x vi cac nha buon hi cau tha th kho ng nhng b mat s ung ho, hp tac ma con tao ra mot so van e phap ly khac na. 2.4. Quan ly cac xung ot trong kenh. Co nhieu nguyen nhan dan en nhng xung ot gia cac thanh vien trong kenh nh: s khong thch hp ve vai tro, s khan hiem nguon lc, s khac nhau ve mong muon, s khong thong nhat ve muc tieuva trong so cac xung ot nay co xung ot khong anh hng en hieu qua cua kenh, co xung ot lam tang hieu qua cua kenh cung co xung ot lam anh hng tieu cc en hieu qua cua kenh. Nhiem vu cua cac nha quan tr kenh la phai phat hien va giai quyet cac xung ot. Trong thc te xung ot thng c phat hien sau khi a phat trien va bieu hien ro. Nh vay anh hng tieu cc tiem tang xung ot co the a co va rat kho sa cha, tot nhat can phai phat hien sm nhng yeu to tiem tang co the tao xung ot.
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Lp Marketing 1 HCH.
e lam c viec nay can phai co s tiep can va anh gia thng xuyen pham vi, moi lien he gia mot thanh vien kenh vi cac thanh vien khac. Mot so hng e giai quyet cac xung ot trong kenh: Thanh lap hoi ong bao gom ai dien cua nha san xuat, nha phan phoi va nha ban le. Xac nh muc tieu kha nang cua cac thanh vien, nhu cau khach hang va ieu kien cua moi trng e giam bt anh hng xung ot. Tm ra nhng yeu to mau chot xung ot va nhng van e co lien quan can phai giai quyet. 3. Hoat ong Marketing ho tr. 3.1. Quan he gia chien lc san pham vi quan tr kenh: Chung ta co the phan tch moi lien he gia he chien lc san pham va viec quan tr kenh trong nhng chien lc san pham khac nhau. Chien lc phan biet san pham va quan tr kenh. Vi chien lc nay, muc tieu cua cong ty la muon ghi am hnh anh san pham trong long ngi tieu dung. e thc hien muc tieu nay cong ty can la chon cac trung gian phu hp vi hnh anh cua san pham. Ngoai ra, cong ty can phai huan luyen, cung cap cho nhng ngi ban le nhng thong tin e ho gii thieu san pham mot cach phu hp. Chien lc quan tr san pham va van e quan tr kenh. Cac loai ca hang va ngi trng bay san pham nh the nao? Co anh hng en nh v san pham. Vi chien lc nay ni bay ban san pham phai c
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Lp Marketing 1 HCH.
ngi ban le trng bay ung quy cach, can co nhng bien pha p ho tr manh me cho nha ban le e ung ho chien lc san pham. Chien lc m rong hoac thu hep san pham. Chien lc trading up la viec bo sung cac san pham at hn nhieu so vi cac san pham a co. Ngc lai chien lc trading down bo xung cac san pham co gia tr thap hn. Muc ch la co gang ap ng c nhng nhu cau a dang cua khach hang muc tieu. Nha san xuat phai xem xet co can thay oi thiet ke kenh cho phu hp khong. Chien lc dch vu san pham vi quan tr kenh. Rat nhieu san pham oi hoi phai co dch vu hau mai. Nha san xuat phai cung cap ay u dch vu nay. Tuy nhien e thc hien cac dch vu nay cho khach hang can phai thong qua kenh phan phoi. An tng ve san pham se c nang len neu dch vu c kenh thc hien tot. 3.2. Quan he gia chien lc gia vi quan tr kenh. Khi nh gia nha quan tr can tham gia tham khao va thong qua vi cac than h vien trong kenh. Bi v ho la nhng ngi thc hien, trien khai, anh hng trc tiep en cac quyet nh ve gia. Van e kiem soat gia trong kenh can c thc hien mot cach te nh, tranh can thiep manh bao. Neu can thay oi th phai thuyet phuc tnh cam. Viec thay oi ga phai tien hanh tng bc e cac thanh vien co c hoi va thi gian thch ng. Ngoai ra cung can s dung cac bien phap nh: ho tr ve tai chnh, ieu kien thanh toan
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Lp Marketing 1 HCH.
Co the s dung cac bien phap nh giam gia theo mua, giam gia ac biet, phieu u tiene tang lng ban va th phan san pham thong qua kenh. 3.3. Quan he gia chien lc xuc tien vi quan tr kenh. Phan ln cac nha san xuat khong ban trc tiep cho th trng muc tieu cuoi cung ma da vao cac thanh vien trong kenh e giup ho trien khai cac hoat ong xuc tien. Chien lc ay: vi chien lc nay tat ca cac sc lc xuc tien eu tap trung cho cac thanh vien trong kenh e ho chap nhan mua san pham vi lng ln hn sau o phan phoi lai cho th trng. Chien lc keo: cac the lc xuc tien tap trung vao ngi tieu dung cuoi cung.
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Lp Marketing 1 HCH.
CHNG III: CONG TAC TO CHC VA QUAN LY HE THONG KENH PHAN PHOI TAI CONG TY TNHH DC PHAM 3A I. Tnh hnh chung ve th trng sa tai Viet Nam. 1. Gia ca. Hien nay tren th trng co rat nhieu hang sa khac nhau nh: Abbott, Mead Johson, Dumex, Nuti Food, Vinamilk, Nestle, XO, Duch Lady nhn chung gia ca cua cac san pham sa bot ngoai th trng th tng oi khong qua bang nhau. Qua bang so sanh di ay se cho ta thay ro c ieu o: Bang 3.1 - Sa danh cho ba me mang thai va cho con bu. n gia tnh: VN STT San pham. ong goi. 1 XO mum 2 Mama gold 3 Similac Mom. 4 Enfa mamaA+ 5 Frisomum 6 Anumum 400gr 400gr 300gr 400gr 400gr 400gr Gia ban/hop 145.000 XO Han Quoc. 91.000 Dumex Ha Lan. 90.500 Abbott Hoa Ky. 90.000 MeadJohsonHoaKy 86.000 FrieslansNut-Ha Lan 84.000 New Zealand Milk Han Quoc Tan Tay Lan an Mach Thai Lan Viet Nam Tan Tay Lan Cong ty San xuat tai.
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Lp Marketing 1 HCH.
Bang 3.2 - Sa danh cho be t 0 en 6 thang tuoi. n gia tnh: VN ST T 1 Frisolac 2 XO 1 3 Dulac Gold 1 San pham. ong goi. 400gr 400gr 400gr Gia ban/hop 145.000 Frieslans Nut-Ha Lan 143.000 XO 132.000 Dumex Ha Lan 105.000 Abbott Hoa Ky. 117.000 MeadJohson Hoa ky 94.000 Milmax 84.000 Nestle 56.000 Duch Lady Ha Lan Cong ty San xuat tai. Ha Lan Han Quoc Malaixia an Mach Ha Lan Ha Lan an Mach Viet Nam
4 Similacadvance 400gr 5 Enfalac A+ 7 Milmax 1 400gr 400gr 400gr 400gr
8 Nan 1 9 9 DuchLadyStep1
Bang 3.3 - Sa cho tre t 1 en 3 tuoi. n gia tnh: VN STT San pham. ong Giaban/ goi. 1 Friso Gold 3 2 XO 3 3 Dugro Gold 4 Gain IQ 400gr 400gr 400gr 400gr hop 125.000 FrieslandNut 154.000 XO Han Quoc 124.000 Dumex Ha Lan 94.000 Abbott Hoa Ky. Cong ty San xuat tai. Viet Nam Han Quoc Malaixia an Mach
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Lp Marketing 1 HCH.
5 Enfagrow A+ 7 Nestle 1+
400gr 400gr 400gr
109.000 MeadJohsonHoa Ky 53.000 Nestle 52.000 Duch Lady Ha Lan
Ha Lan Viet Nam Viet Nam
8 Duch Lady 123
Nhn chung nhng san pham ngoai nhap th co gia tng oi bang nhau. Con mot so san pham noi a nh: Vinamilk, Nutifood th co gia chenh lenh nhau han. Tnh trung bnh cua th trng nam 2005 gia sa khoang 122/gam con cac loai sa noi a ch khoang 77/gam ->89/gam (so lieu tren bao Sai Gon Tiep Th 22/04/2006). So vi mat bang gia th san pham sa cua cong ty pha n phoi phu hp vi nhu cau th trng phan khuc co thu nhap trung bnh kha tr len, vi san pham nay th gia t anh hng en la chon san pham cua ngi tieu dung. Khi san pham cua cong ty am bao c chat lng th san pham se c phan phoi rong khap qua nhieu kenh, nhieu trung gian hn. 2. Nhu cau khach hang. Khi kinh te phat trien sc mua cua ngi tieu dung cung manh hn, san pham moi luc cung tinh te hn. V vay cho phep ngi tieu dung co the mua nhng hang hoa a thch. ieu nay c the hien qua cac ch so sau ay: Bang 3.4 - Toc o phat trien va tang trng GDP Viet Nam Trong cac nam 2000 2006 ( nguon: niem giam thong ke thang 04/ 2007)
Ch tieu. Nam
GDP (ty ong)
Lng tang GDP tuyet oi lien hoan.
Toc o tang lien hoan.
2000
273.666,00
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Lp Marketing 1 HCH.
2001 2002 2003 2004 2005 2006
292.535,00 313.247,00 336.242,00 362.989,00 393.834,00 425.096,20
18.896,00 20.712,00 22.995,00 26.193,00 30.554,00 32.107,20
6,89 7,08 7,34 7,79 8,43 8,17
Khi toc o GDP tang th GDP bnh quan au ngi cung tang ieu nay c the hien qua bang di ay. Bang 3.5 GDP au ngi Viet Nam t nam 1996 2006. n v tnh: USD 1996 1997 1998 1999 337 361 360 374 2000 2001 2002 2003 2004 2005 2006 401 413 443 489 553 618 655
( nguon: niem giam thong ke thang 04/nam 2007) Qua bang so lieu tren cung cho ta thay khi GDP tang th keo theo GDP bnh quan thu nhap au ngi cung tang ieu nay cho thay nhu cau va mc song cua ngi tieu dung cung tang theo. Ve mat hang sa bot hien nay tren th trng Viet Nam co en 22 loai thng hieu, trong o thng hieu ngoai nhap chiem en 15 thng hieu. Theo so lieu c tnh nam 2005 Viet Nam a chi tieu khoang 13 ty ong sa cac loai (nguon so lieu bao Sai Gon Tiep Th ngay 03/08/2007). V vay toc o tang trng cua nganh nay cung ngay cang cao hn. Nhng san pham ang chiem lnh th trng la nhng san pham ngoai nhap. Mot iem thuan li khac la ngi tieu dung Vet Nam co tam ly chuong hang ngoai nhap, thng hieu noi tieng, lau nam. San pham Abbott hien nay c tieu thu
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Lp Marketing 1 HCH.
manh nhat la mien ong Nam Bo, ng au la th trng thanh pho Ho Ch Minh. ay cung la mot th trng ln va tiem nang, oi hoi cong ty phai au t va phat trien th phan, am bao co mot he thong phan phoi vng chac. II. To chc quan ly kenh phan phoi cua cong ty TNHH Dc Pham 3A. 1. Cau truc kenh phan phoi. He thong phan phoi nay c duy tr qua chnh sach chiet khau hp ly theo tng thi ky cua th trng. ong thi moi lien he cua cac thanh vien trong kenh cung c xac lap theo li nhuan ac thu cua tng thanh vien. Chang han co mot so ca hang ban le mua trc tiep t cong ty v ly do giao hang tan ni mac du ho phai tra tien lien, co mot so ca hang ban le mua hang t cac ai ly v ho c li trong viec goi au von. Chnh sach chiet khau cua cong ty tuy vao tng thanh vien trong kenh (trong tng thi ky khac nhau th cong ty ap dung nhng chnh sach chiet khau khac nhau). oi vi khach hang SPP (small push and pull): Trng bay t 15 20 lon/thang c 40.000 50.000. Doanh so ban 1 thang c 12 lon c mot the cao may man co gia tr thap nhat la 15.000. giai 3 c 1 lon Grow 400g, giai nh c 1 lon Gain IQ 400g, giai nhat c 1 lon Ensure 400g.
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Lp Marketing 1 HCH.
oi vi khach hang PP(push and pull): Loai ca hang A B C D 140 100 75 55 Trng bay/thang(lon) Tien trng bay/thang VT: VN 300.000 200.000 150.000 100.000 Doanh so ban/thang VT:thung 10 12.5 7.5 9.99 5 7.49 2 4.99 Tien/thung(doanh so ban) VT: VN 25.000 21.000 19.000 17.000
oi vi khach hang Mini CLP(customers loyal programs): doanh so ban t 12 thung en 15 thung moi thang. Can c vao so lng hang xuat theo hoa n cua khach hang c ghi nhan hang thang va quy oi sang so iem (1 iem tng ng vi 3.000), cach tnh iem nh sau: 01 thung sa bot c tnh 3 iem.
iem theo doanh so: khong ap dung oi vi cac san pham dang long iem theo doanh so at c: T 10 thung en 11.99 thung T 12 thung en 14.99 thung T 15 thung tr len nh mc theo doanh so hang thang: T 10 thung en 11.99 thung T 12 thung en 14.99 thung T 15 thung tr len mc C mc B mc A c 3 iem / thung c 3.50 iem / thung c 4.00 iem / thung
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Lp Marketing 1 HCH.
Ty le at ch tieu trong thang: at t 110% en 114.99% at t 115% en 119.99% at t 120 tr len Trng bay theo so lieu thc te tren ke: Mc C tren 80 lon Mc B tren 110 lon Mc A tren 140 lon Ca hang co nhan vien gii thieu san pham at mc B at mc A c 40 iem c 50 iem c 70 iem c 90 iem c 120 iem c 1 iem / thung c 1.50 iem / thung c 2.00 iem / thung
Khi khach hang Mini CLP ban c tren 15 thung mot thang th khach hang nay chuyen sang loai khach hang CLP. oi vi khach hang CLP (customers loyal programs): doanh so ban tren 15 thung moi thang. Ngoai c tnh iem nh khach hang Mini CLP th ho con c thng quy. Nh vay ho at c cac tieu chuan anh gia ma cong ty at ra cho cac thanh vien trong kenh th ho se c mc chiet khau cua cong ty ho tr hay cac chng trnh ma cong ty ang ap dung oi vi tng thanh vien cu the.
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Lp Marketing 1 HCH.
Kenh cap 1:
Kenh nay ch co mot trung gian ban hang va c chia thanh hai nhanh. Nhanh 1 :
Cong ty 3A Ban le Ngi tieu dung
Ca hang ban le ay la nhng ca hang bach hoa, ca hang tap hoa, cac sap trong ch, sieu th Trong trng hp nay, oi ngu nhan vien ban hang cua cong ty cho tng khu vc, tng a ban se cung cap hang hoa cho cac ca hang
ln, nho tren a ban hoac sieu th ln, nho trong thanh pho ke ca nhng quay sap nho cac ch. Hang ngay oi ngu nay se en tng ca hang e tham hoi khach hang, nhan n hang e a ve cong ty xuat hoa n ban hang. Hien nay cong ty a thc hien phan phoi cho hn 2000 ca hang ln nho va hau het cac sieu th tong hp trong thanh pho. Tuy nhien vi so lng ca hang va sieu th neu tren van cha ap ng u nhu cau ngay cang tang cua th trng. Sc cau cua th trng ngay cang ln v the trong tng lai cong ty d kien m rong them kenh phan phoi e co the kp thi cung cap hang hoa en tay ngi tieu dung. Nhanh 2:
Cong ty 3A He thong nha thuoc Ngi tieu dung.
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Lp Marketing 1 HCH.
Trong trng hp nay, oi ngu nhan vien ban hang nhom y te cua cong ty se cung cap cac san pham cung nh kien thc san pham cho cac nhan vien trong he thong benh vien, trong o co 22 benh vien nh: benh vien Ch Ray, benh vien Hung Vng, benh vien T Du Tai cac tram y te th co 259 tram va co 12 trung tam y te, rieng cac huyen vung ven nh: Nha Be, Cu Chi, Hoc Mon, Bnh Chanh, Can Gi do a ban xa trung tam thanh pho nen viec i lai con kho khan do o oi ngu nhan vien tap trung gii thieu san pham tai cac trung tam cua th tran huyen. Cac he thong nay se ban cho ngi tieu dung cuoi cung. Nhng khach hang tieu dung ay thng mua theo s ch dan cua bac s . V vay bac s cung la trung gian ma cong ty can phai quan tam chia se nhng u iem ma san pham mang lai. Kenh cap 2: Nhanh 1:
Cong ty 3A Nha phan phoi Ban s/le Ngi tieu dung.
Cong ty cung ng hang hoa cho cac nha ai ly ln, cac nha ai ly nay se cung cap hang hoa cho ngi tieu dung thong qua he thong ban s va le cua mnh. oi vi cac nha phan phoi cong ty co chnh sach chiet khau u ai, ong thi co chnh sach ho tr ve mat nhan s. Hien nay cac nha phan phoi hoat ong rat hieu qua. Bieu hien la mc san lng tieu thu tang va luon mc cao, ong thi cac nha phan phoi luon am bao thanh toan tien hang u ng thi han qui nh.
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Lp Marketing 1 HCH.
Rieng tai Tp.HCM, cong ty co nam nha phan phoi c rai eu cac quan huyen: Thu c, Cu Chi, Nha Be, Bnh Chanh, Hoc Mon. Kenh Zero cap:
Cong ty 3A Ngi tieu dung
Cong ty co mot oi ngu ban hang trc tiep en ngi tieu dung khi ho co nhu cau s dung, qua cac buoi ban hang tai cac nha tre va tai cac buoi chuyen e hoi thao hoi ngh cong ty se tiep xuc trc tiep vi khach hang. Ngi tieu dung cung se c tang qua khi mua san pham cho be vi gia u ai cua cong ty. Qua nhng buoi ban hang nay nhng thong tin ve san pham se c a en tay ngi tieu dung va ay ngi tieu dung co the biet ky hn ve thanh phan, cong dung cua san pham. Hoat ong cua kenh nay mang tnh quang cao lau dai hn la ban hang thu li nhuan. V ay la ni quang cao tot nhat. Hien nay cac hoat ong cua kenh phan phoi nay luon c cai tien e tm va gii thieu san pham en cho ngi tieu dung. 2. Quan ly kenh phan phoi. 2.1. La chon cac thanh vien trong kenh phan phoi. V la cong ty kinh doanh nganh dc pham nen cac thanh vien cua kenh c chon loc ky cang, khong chon ai tra nh cac nganh tieu dung khac. e co c mot kenh phan phoi hoan chnh cong ty a tm toi, phat hien, ong vien cac ca hang tr thanh thanh vien trong kenh phan phoi.
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Lp Marketing 1 HCH.
Cac ch tieu thng c cong ty la chon: Phai co mat bang, kho hang, toi thieu phai co 1 xe tai nhe, may tnh, may lanh bao quan hang trong kho, nhan s. Ngoai nhng tai san tren th thanh vien kenh phan phoi phai co 1 so von lu ong bat buoc la tren 400.000.000. Thc hien ung ieu khoan hp ong do hai ben cam ket. Phai co kinh nghiem kinh doanh trong mat hang sa bot nay t nhat la hai nam. Nhan xet: Cach la chon cac thanh vien cua cong ty hoan toan hp ly, nhng tren thc te viec la chon cac thanh vien cua kenh con gap nhng kho khan khau tm kiem cac thanh vien co kha nang. Nhng kho khan o do thieu thong tin nh khong co nhng thong tin cua khach hang co tiem nang. Cong viec tm kiem ca c thanh vien cua kenh nh kenh ban le th cong viec nay la do nhng nhan vien kinh doanh, ho am trach cong viec tm kiem khach hang ma cha co nhng ho tr t pha cong ty nh: thong tin cu the ve thanh vien kenh tiem nang, nhng qua tang ban au e gap g bat chuyen vi khach hang nay oi vi nhng a ban nh: Thu c, Q2, Q9, Q12, Nha Be, Bnh Chanh, Hoc Mon, Cu Chi. 2.2. ong vien khuyen khch cac thanh vien trong kenh phan phoi: Cong ty thc hien cac hnh thc khuyen khch cac thanh vien trong kenh khac nhau tuy thuoc vao so lng ban cua moi thanh vien nh: neu ca hang ban c ho tr chng trnh COP ( chng trnh tnh iem cho ca nam). Cach tnh chng trnh nay da vao so ban hang thang, trng bay, so lng ban trong
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Lp Marketing 1 HCH.
gi co nhan vien gii thieu san pham ong thi con nhieu ho tr khac nh: thc hien chng trnh can o theo doi tang trng cho tre, t van cho khach hang biet ve sc khoe cua be, loai san pham phu hp vi be va khi khach hang mua sa trong thi gian thc hien chng trnh se c khuyen mai nh: hu, bong bong, cap tap Neu ca hang ban 10 thung/thang tr len se c cong ty ho tr chng trnh can o theo doi tang trng cho be lien tuc vao gia thang va cuoi thang cung vi qua tang kem theo loai san pham khach hang mua ( qua chu yeu la danh cho tre em nh: dau goi, sa tam) ngoai ra con ho tr the cao cho tng thung sa ma khach hang at. The cao co cac loai menh gia t 100.000 en 200.000 va con co mot so the cao trung thng ngay vi cac lon sa co gia tr. oi vi ca hang mi m at hang ti au th cong ty ap dung chng trnh ti o. Ma cac chng trnh cong ty ap dung cung la cac phieu cao, chng trnh trng bay hang. oi vi cac ca hang ban t 10 thung/thang tr len eu co nhan vien gii thieu san pham en ng tai ca hang e gii thieu san pham. Cong ty luon a ra nhieu hnh thc e khuyen khch cac ca hang co doanh so di 10 thung/thang lay hang nhieu hn tao ieu kien cho ho tham gia chng trnh theo quy do cong ty a ra. Cong ty luon ong vien ca hang lien tuc bang cach: Tham hoi: hang thang se co nhng ngi quan ly tng khu vc en tham hoi ca hang: hang ban trong thang nay ra sao? Nhan vien giao hang co kp thi khong? Hang h hong va mop meo co nhieu khong? Ngi tieu dung than phien nhng g ve san pham
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Lp Marketing 1 HCH.
Quan tam nhieu hn nhu cau cung nh mong muon cua ca hang: nh cach lam viec cua nhan vien ban hang, thi han giao hange ca hang co the tang them doanh so ban cua ca hang len. Neu thang o ca hang ban khong tot th cong ty se to chc lam chng trnh ca hang nh : trac nghiem ch so thong minh, can o cho tre, t van dinh dng cho ba me co con nho e thu hut ngi tieu dung. Cong ty con s dung ong lc tch cc nh: a ra nhieu chung loai san pham chat lng hn, nhng dp nh vay cong ty ket hp vi chng trnh tang the cao vi cac phan qua hap dan. 2.3. Quan ly dong lu chuyen trong kenh. Quan ly hang hoa trong kenh. Hang hoa se c van chuyen t cong ty en tat ca cac ca hang, sieu th, cac he thong nha thuoc co quan he kinh doanh vi cong ty thong qua nhan vien ban hang. Cac nhan vien ban hang phai luon tham hoi kiem tra hang hoa tai cac ni ban e tranh tnh trang hang b het han s dung hay hang b mop meo, bung nap. Neu co cac trng hp tren phai nhanh chong khac phuc. Quan ly tien te trong kenh: oi ngu nhan vien ban hang co nhiem vu thu cong n cua khach hang e thanh toan vi cong ty trong vong 3 ngay ke t ngay giao hang. Rieng oi vi kenh benh vien th cong ty cho gia han cong n la 15 ngay ke t ngay xuat hang.
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Lp Marketing 1 HCH.
Quan ly phng thc giao nhan. Do nhu cau khach hang hien nay mong muon c nhan hang nhanh chong, an toan, ay u nen khau giao nhan hang tr nen khong kem phan quan trong. Ben cach viec canh tranh ve gia ca, chat lng, mau ma th giao nhan cung la mot van e canh tranh. Cong ty co gang giao hang ung gi, ung so lng, chung loai san pham vi n at cua khach hang. Quan ly nhan s trong kenh. Ve viec nhan s th cac nhan vien cua cong ty c hng mc lng thoa thuan va hng them lng hieu qua cong viec. Ngoai ra, cong ty luon a ra cac mc thng khac nhau trong tng quy oi vi nhng nhan vien hoan thanh xuat sac cong viec cua mnh. ay la hnh thc lam on bay thuc ay va kch thch nang xuat lao ong. Quan ly va m rong kenh phan phoi. Phng thc hoat ong kenh phan phoi cua cong ty dc pham 3A la chnh sach chiet khau tren tng san pham. Chnh v vay viec quan ly kenh phan phoi c tien hanh trc tiep gia cong ty va oi ngu ban hang. Viec rang buoc cac thanh vien trong kenh phan phoi (tr ai ly) la yeu to li nhuan cua cac thanh vien, nen viec m rong kenh phan phoi se chu anh hng tac ong cua cac hoat ong Marketing tren th trng. Tuy nhien ieu nay khong co ngha la cong ty bo mac cac thanh vien trong kenh phan phoi t xoay s vi ke hoach cua mnh ma bang tiep xuc trc tiep cua oi ngu ban hang c huan luyen chuyen nghiep se giup cho cac thanh vien trong kenh biet c sc tieu thu cua ngi
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Lp Marketing 1 HCH.
tieu dung trong tng thi ky va viec d tr ton kho cua mnh, viec tiep xuc trc tiep nay luon c tien hanh hang ngay. 3. Cac nhan to anh hng en hoat ong kenh phan phoi. 3.1. Tac ong cua moi trng v mo. 3.1.1. Kinh te. S tang trng GDP. Bang 3.6 toc o tang trng GDP qua cac nam. Ch tieu. Nam 2000 2001 2002 2003 2004 2005 2006 273.666,00 292.535,00 313.247,00 336.242,00 362.989,00 393.834,11 425.096,20 6,89 7,08 7,34 7,79 8,43 8,17 GDP (ty ong) Toc o tang trng(%).
(nguon : niem giam thong ke thang 04/2007) Qua bang so lieu cho ta thay toc o tang trng GDP cua Viet Nam tang nhanh va eu trong nhng nam gan ay, ieu nay chng to i song cua ngi dan c nang cao va ky vong mot sc tieu thu ln hien tai va trong tng lai.
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Lp Marketing 1 HCH.
Ty le lam phat. Trong thi gian gan ay ty le lam phat tang cao do nhieu nguyen nhan ieu nay lam cho gia ca trong nc tang cao, san pham sa cua cong ty cung khong the tranh khoi tnh trang tang gia cac mat hang, ieu nay cung anh hng khong nho en sc mua cua ngi tieu dung oi vi mat hang nay. Lam phat cung lam cho cac chi ph tang cao, ieu nay a lam anh hng en cac hoat ong kinh doanh cua cong ty, lam tang cac chi ph hoat ong, ac biet la cac chi ph nh ien, nc, xang dau trong viec bao quan va phan phoi san pham. Ty gia hoi oai. Ty gia hoi oai gia ong Viet Nam va ong Euro luon tac ong trc tiep en gia ca san pham cua cong ty v san pham cua cong ty nhap chu yeu t an Mach. Trong thi gian gan ay do anh hng cua lam phat tang cao nen dan en tnh trang mat gia cua ong tien Viet Nam so vi ong ngoai te, ac biet oi vi ong Euro ieu nay keo theo gia san pham cung tang theo. 3.1.2. Xa hoi. Dan so nc ta khoang tren 80 trieu ngi, trong o 20% dan so song thanh th, ay la oi tng chu yeu s dung san pham cua cong ty.
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Lp Marketing 1 HCH.
Bang 3.7- C cau dan so theo nhom tuoi. Nhom tuoi 0 04 05 09 10 14 15 19 20 24 25 29 30 34 35 39 40 44 45 49 50 54 55 59 60 64 65 + Ty le (%) 7,45 8,18 10,65 10,80 8,79 7,79 7,72 7,62 7,30 6,37 4,80 3,30 2,19 7,03
(nguon: tong cuc thong ke, ieu tra bien ong dan so va KHHGD 2006) Qua bieu o c cau dan so theo nhom tuoi cho ta thay Viet Nam la mot quoc gia co ty le dan so tre rat cao, ac biet oi voi o tuoi t 3 > 7 tuoi chiem gan
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Lp Marketing 1 HCH.
10% trong tong dan so. ay la nhng khach hang tiem nang va ay trien vong oi vi san pham cua cong ty.
3.1.3 Chnh tr phap luat. Viet Nam la mot trong nhng quoc gia co nen chnh tr on nh nhat tren the gii, ieu nay tao ieu kien vng chac cho moi hoat ong cua cong ty c am bao an toan. Viet Nam a gia nhap to chc thng mai quoc te WTO nen co he thong phap luat, cac thu tuc giay t ngay cang c minh bach va gon nhe hn. Tuy nhien ben canh o con co mot so kho khan: do tat ca cac mat hang cua cong ty eu nhap t Chau Au nen chu tac ong trc tiep cua han ngach, ngoai ra con chu mot so thu tuc nh thu tuc nhap khau ac biet la thu tuc hai quan, ieu nay gay khong t kho khan cho cac hoat ong cua cong ty. 3.1.4 V tr a ly, kh hau va c s ha tang. Viet Nam co v tr a ly kha thuan li, b bien dai va nhieu cang bien, ay la ieu kien rat thuan li cho hoat ong xuat nhap khau cua cong ty. Tuy nhien nc ta lai mang kh hau nhiet i gio mua, o am cao, gay kho khan cho viec bao quan hang hoa, ac biet la oi vi mat hang dinh dng. C s ha tang nh: giao thong, cac he thong kho bai, cang bien cha ln, cha ap ng c nhu cau trong viec phan phoi va van chuyen hang hoa tren ca nc. 3.2. Tac ong cua moi trng vi mo. 3.2.1.Thai o va quan niem cua ngi tieu dung.
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Lp Marketing 1 HCH.
Tre se phat trien nao bo tot nh trong giai oan t 0 3 tuoi, o tuoi nay tre rat can co mot sc e khang tot e co the chong mot so benh thong thng. ac biet tre trong giai oan nay thc an chnh la sa. Nhng do nhu cau lam viec cua cac ba me co con nho, v vay can them mot lng sa nhat nh e ap cho s phat trien toan cua tre. e ap ng nhu cau nay cua ngi tieu dung nen cong ty a a ra nhng loai san pham cho tre t 0 6 tuoi. 3.2.2. Xu hng tieu dung sa hien nay tren th trng. Theo to chc y the gii (WTO) a khuyen moi ngi nen s dung trung bnh 200lt sa moi nam. Tuy nhien, mc tieu thu sa bnh quan tren au ngi chau A (tr Nhat Ban) ch s dung vao khoang 5 lt, thap hn nhieu so vi tng ng lt sa cac nc My La Tinh va khoang 92 lt My. Pakixtan la nc san xuat sa ng th nam tren the gii vi 33 trieu tan moi nam, c coi la nc tieu thu sa bnh quan au ngi cao hn hau het cac nc chau A khac. Ngoai ra, ngi dan cac vung On i nh Bac A trong o co Nhat Ban va mien bac An o uong sa nhieu hn nh co nganh cong nghiep che bien sa phat trien. Con tai th trng Viet Nam nen cong nghiep chan nuoi lay sa hau nh khong ap ng c nhu cau hien nay nen a so cac mat hang sa eu nhap t nc ngoai chu yeu la sa bot, ben canh o tam ly ngi tieu dung Viet Nam rat thch cac mat hang nhap khau. Hn na, ngi tieu dung rat quan tam en uy tn, chat lng cua cac loai sa, v vay cac cong ty sa hien nay rat quan tam en viec xay dng hnh anh tot ep trong mat ngi tieu dung.
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Lp Marketing 1 HCH.
Theo so lieu thong ke cua Nutifood trong nam 2005 ngi Viet Nam a mua khoang 7700 ty ong sa bot va 4000 ty ong sa cac loai, ve mc o tieu thu th trung bnh mot nam ngi Viet Nam dung khoang 7 8 lt/ngi, con so nay con rat thap so vi ngi Nhat (44 lt), Singapore (33 lt) va Thai Lan (15 lt) va 3 nhan hieu sa bot co doanh thu hang au tren th trng Viet Nam hien nay la Abbott, Duch Lady va Vinamilk. Nghien cu AC Nielsen tai cac thanh pho ln cua Viet Nam tieu thu sa manh trong nhng nam qua cho thay nganh sa bot tiep tuc tang trng 6% ve so lng, nhng doanh so tang en 20% do hau het cac nha san xuat tang gia ban va tung ra th trng nhieu san pham cai tien, trong o sa tre em tang en 18% so lng va tang khoang 30% doanh so. C cau tieu dung sa cung ang co nhieu thay oi, nam 2002 sa bot chiem khoang 25% tong san lng sa tieu thu (nhng doanh so gap oi sa nc) th hien nay ch con 21%, con cac loai sa nc nh sa tiet trung, yaourt, sa trai cay, sa dinh dng ang tang manh. (Nguon so lieu: bao cong nghiep Viet Nam so ra thang 05/2006) 3.3 Mot so oi thu canh tranh hien nay. 3.3.1 Sa Dutch Lady. Viet Nam Foremost la tien than cua Dutch Lady Viet Nam, c xay dng bat au t 150 thung sa ac au tien mang nhan hieu Dutch Baby c nhap khau va ban Viet Nam vao nam 1924, nam 1993 van phong ai dien au tien cua Dutch Lady Viet Nam c thanh lap tai so 27 on at, thanh pho Ho Ch Minh. Sau ba nam hoat ong Dutch Lady Viet Nam a m rong nha may ra
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Lp Marketing 1 HCH.
Bnh Dng e ap ng nhu cau ngay cang tang cua ngi tieu dung. Cong ty a nhan c chng ch ISO 9001 vao nam 2000, chng ch HACCP vao nam 2002. Dutch Lady Viet Nam hoat ong manh cac chng trnh xa hoi va giao duc cong ong nham cung cap kien thc ve dinh dng ket hp vi gii thieu hnh anh san pham en ngi tieu dung nh: chng trnh khuyen hoc e n om om, trung tam dinh dng. Cac san pham hien co tren th trng danh cho tre nho: Dutch Lady step 1: danh cho tre t 0 6 thang tuoi. Dutch Lady step 2: danh cho tre t 6 12 thang tuoi. Dutch Lady 123 ( Co Gai Ha Lan 123) : danh cho tre t 1 3 tuoi. Dutch Lady 456 (Co Gai Ha Lan 456): danh cho tre t 4 6 tuoi. Hien nay cong ty mi tung ra th trng cac san pham co gia cao: Frisolac 1 va Frisolac Gold 1: danh cho tre t 0 6 thang tuoi. Friso 2 va Friso Gold 2: danh cho tre t 6 12 thang tuoi. Friso 3 va Friso Gold 3 : danh cho tre tren 1 tuoi. Frisolac Comfort: danh cho tre non tr au that bung, tao bon t 0 12 thang tuoi. Frisolac Premature: danh cho tre sinh non hoac nhe can. Frisolac Soy : danh cho tre b d ng sa bo hoac khong dung nap c ng lactose. 3.3.2 Sa Mead Jonhson.
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Lp Marketing 1 HCH.
Mead Jonhson Nutritionals la cong ty dinh dng c thanh lap gan mot the ky do ong Edward Mead Jonhson sang lap va ten cua ong cung a c dung e at ten cho cong ty. Vi nhng san pham nh sa tre em va cac san pham dinh dng ac biet danh cho benh nhan. Cong viec kinh doanh hien nay c tien hanh 4 khu vc tren the gii: Bac My, Chau A Thai Bnh Dng, Chau Au va My La Tinh. Trai qua nhieu nam, cong ty a co nhieu san pham mi ap ng c nhieu s la chon hn trong lnh vc sa tre em. Mead Jonhson Nutritionals hien nay la mot cong ty thuoc tap oan Bristol Myers Squibb, Bristol Myers Squibb la mot cong ty kinh doanh trong lnh vc cham soc sc khoe vi cac san pham a dang, lnh vc kinh doanh chu yeu cua cong ty la dc pham, dung cu trang thiet b y te, san pham cham soc sac ep va cac san pham dinh dng. Hien nay cong ty co mot so san pham thong dung tren th trng Viet Nam: Enfalac va Enfalac A+: danh cho tre t 0 6 thang tuoi. Enfapro va Enfapro A+: danh cho tre t 6 12 thang tuoi. Enfagrow va Enfagrow A+ : danh cho tre t 1 10 tuoi. 4 Phan tch ma tran SWOT. 4.1 iem manh. Ban lanh ao cong ty co nang lc va kinh nghiem. oi ngu nhan vien luon c nang cao trnh o va tay nghe. Moi trng lam viec tot khuyen khch c tnh than lam viec nhiet tnh, hang say cua oi ngu nhan vien trong cong ty.
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Lp Marketing 1 HCH.
Cong ty phan phoi san pham hang Abbott Hoa Ky, mot thng hieu a hoat ong lau nam tren th trng va c nhieu quoc gia, nhieu ngi biet en. Thng hieu nay a xay dng c long tin va s tn nhiem cua ngi tieu dung tai nhieu quoc gia, v vay khi vao Viet Nam de c ngi tieu dung chap nhan. Hien nay cong ty a xay dng c cho mnh mot he thong phan phoi vng manh va trai eu tren ca nc. He thong kho bai a at c tieu chuan quoc te. S hp tac va giup nhiet tnh cua van phong ai dien cua Abbott tai Viet Nam. 4.2 iem yeu. San pham khong phai c san xuat trong nc ma nhap t nc ngoai nen phai chu cac khoan thue cao ac biet la thue nhap khau. Do kho bai at chuan quoc te nen cac chi ph bao quan, van chuyen cung tang theo. 4.3 C hoi. Th trng Viet Nam van con tiem nang vi mat hang sa bot cho tre em do o toc o tang trng cua mat hang nay cao. San pham cua cong ty phan phoi co chat lng c nh v gia cao. Hien nay i song cua ngi dan c nang cao nen van e cham soc sc khoe ang tr thanh moi quan tam hang au luc nay ho se chon nhng san pham co chat lng tot, mang lai hieu qua cho ngi s dung. ay la c hoi e cong ty m rong them a ban va nang cao doanh so cua mnh. 4.4 Thach thc.
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Cac oi thu canh tranh ang co gang danh lai th phan bang nhieu bien phap nh: tang cng quang cao, a ra nhng chng trnh khuyen mai hap dan cho ai ly cung nh cho khach hang cuoi cung va nhieu hoat ong khac. Ngay cang nhieu san pham mi vi nh v chat lng tot, gia ca hap dan c san xuat trong nc cung nh ngoai nc tham nhap vao th trng Viet Nam. Tam ly cung nh cach ngh cua a so ngi Viet Nam la khi tre bat au 3 4 tuoi th bat au cho tre s dung sa ti, lam cho cong ty b mat mot lng khach hang cua san pham Grow danh cho tre t 3 7 tuoi va san pham Grow Shool danh cho tre tren 6 tuoi.
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CHNG IV: GIAI PHAP M RONG HE THONG KENH PHAN PHOI OI VI SAN PHAM TIEU CHUAN VANG TAI TH TRNG THANH PHO HO CH MINH I .Giai phap m rong he thong kenh phan phoi cua san pham tieu chuan vang. 1. Tm kiem kenh phan phoi. Trong moi trng canh tranh ve mat hang sa bot nh hien nay, e hoat ong kinh doanh co hieu qua la mot viec khong de dang. Khi thu nhap cua ngi dan Viet Nam cha c ong eu nh vay e san pham bao phu c th trng, ap ng c nhng nhu cau khac nhau th cong ty can co nhng san pham cung nh kenh phan phoi mi phu hp vi th trng hien nay. Thanh pho Ho Ch Minh mot trong nhng thanh pho phat trien cong nghiep manh trong ca nc vi cac cong ty trong nc va ngoai nc au t. Mot so cong ty thuoc cac khu cong nghiep khac nhau ma cong ty a khao sat:
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Qua bang so lieu tren cho ta thay c thu nhap cua cong nhan cac khu cong nghiep khong cao, giao ong trong khoang t 900.000 2.000.000. V vay e cac san pham ma ho s dung cung phai phu hp vi thu nhap ma a so cong nhan ay nhan c. Sa cung la mot nhu cau khong the thieu vi a so ba me co con nho ay. Ngoai ra so lng cong nhan co con nho di 3 tuoi tng oi cao nh: cong ty det may Phong Phu co ti 300 cong nhan co con nho, cong ty Hue Phong 200 cong nhan. Qua ay cho thay, ay la mot lng khach hang tiem nang cua cong ty oi vi san pham Tieu Chuan Vang co gia mc trung bnh. Bang4.2 Gia san pham tieu chuan vang. n v tnh: VN Ten hang Similac Advance Similac Advance Gain Advance Gain Advance Gain IQ Gain IQ o tuoi T 0 6 thang T 0 6 thang T 6 12 thang T 6 12 thang T 1 3 tuoi T 1 3 tuoi Trong lng 400g 900g 400g 900g 400g 900g Gia ban 96.000 191.000 90.000 179.000 90.000 179.000
Trong kenh phan phoi mi nay oi hoi cong ty can phai co mot s no lc ln trong viec truyen at thong tin ve cong ty ve san pham en vi khach hang la ngi tieu dung, gii trung gian thong qua cac buoi hoi ngh t van dinh dng oi vi khach hang tieu dung va hoi ngh khach hang oi vi gii trung gian.
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2. La chon cac thanh vien trong kenh. Kenh phan phoi mi nay oi hoi cong ty phai co s chon loc ky. Luc nay yeu to thu nhap cua moi cong nhan tai cac cong ty trong khu cong nghiep la mot yeu to then chot e quyet nh co chon cong ty o tr thanh kenh phan phoi hay khong. Ngoai ra cong ty con phai xem xet anh gia xem kenh phan phoi ay la cong oan hay nha thuoc cua benh vien trong khu cong nghiep. ieu nay can nhan nh bo phan nao anh hng nhieu en cong nhan, ni o co tiep xuc vi cong nhan thng xuyen khong? Mc o anh hng cua ho oi vi cac cong nhan trong khu cong nghiep ra saosau khi xem xet cac yeu to khac nhau th cong ty mi co quyet nh cuoi cung la se a san pham cho bo phan nao. 3. ong Vien khuyen khch cac thanh vien trong kenh. Mot khi la chon c kenh phan phoi th cong viec tiep theo cung khong kem phan quan trong e thuc ay tang doanh so trong kenh phan phoi nay. Mot so giai phap khuyen khch thanh vien trong kenh: Mc chiet khau phu hp vi doanh so ma kenh phan phoi ban c: Khi kenh phan phoi ban c 12 lon 400g hoac 900g dong san pham Tieu Chuan Vang se c tang 1 lon tng ng la 400g hoac 900g. Neu kenh phan phoi trng bay u 12 lon 400g hoac 900g bat ky cua san pham Tieu Chuan vang se c 100.000/thang Can co mot nh mc at ra cho kenh phan phoi. Neu ho at c nh mc th se co mc thng xng ang va mc chiet khau se cao hn: Khi kenh
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phan phoi ban tren 4 thung/thang th ngoai mc chiet khau, tien trng bay tren th ho se nhan c them 0.5%/tong so tien nhap sa trong thang o. Rieng oi vi bac s khi gii thieu c mot khach hang mi (lan au tien s dung san pham cua cong ty) se c tnh la 15.000/khach hang. Cong ty can tao mot moi quan he mat thiet gia cong ty va kenh phan phoi bang nhng cuoc vieng tham, nhng mon qua cho kenh phan phoi trong nhng dp le tet. 4. ay manh cong tac quang cao san pham Tieu Chuan Vang. Mac du ay la mot san pham co gia trung bnh so vi th trng sa hien nay ieu nay khong co ngha la cac san pham Tieu Chuan Vang khong c quang cao. Cong ty co the quang cao rong rai va thng xuyen tren truyen hnh, bao che ngi tieu dung biet en san pham. oi vi quang cao tren bao th cong ty quang cao tren cac bao nh: bao Tuoi Tre, bao Tiep Th Gia nh, bao Phu N. n v tnh: VND Bao Tuoi Tre Phu N Tiep Th Gia nh Thi gian Th 2 Th 3 Th 7 Kho giay trang (in mau) 1 trang (in mau) 1 trang (in mau) Chi ph 28.000.000 21.000.000 49.500.000
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oi vi quang cao tren truyen hnh: n v tnh: VN Kenh truyen hnh VTV1 Thi lng phat song Gi phat song Chi ph 28.800.000
15 giay Phim chieu (18h hang tuan)
VTV3
15 giay
Trc ban tin thi s(19h)
16.800.000
HTV7
15 giay
Phim chieu (17h t th 4 en th 7)
41.000.000
HTV9
15 giay
Phim chieu (18h hang tuan)
49.000.000
Quang cao trong vong 3 thang sau o can anh gia hieu qua quang cao mang lai t o co ke hoach ieu chnh phu hp hn vi thoi quen, tam ly cua khach hang muc tieu. Ben canh o di s tac ong cua bac s, y ta tai cac khu cong nghiep th hieu qua em lai se rat cao. ieu nay can s no lc rat ln oi ngu Marketing cua cong ty. Ho phai tao ra c mot ong lc u manh e cac bac s, y ta gii thieu san pham en vi ngi tieu dung. V vay cong ty can co nhng chnh sach rieng cho ho, cham soc cho nhng gii trung gian nay that tot.
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5. Khuyen mai cho kenh phan phoi mi. ay la mot kenh phan phoi con mi oi vi cong ty cung nh oi vi th trng hien nay. e thuc ay doanh so trong kenh phan phoi nay cong ty can co cac chng trnh khuyen mai hap dan cung nh che o trng bay phu hp tai cac benh vien trong khu cong nghiep hay tai can tin trong cong ty. Ngoai nhng chng trnh khuyen khch cac thanh vien kenh tren th cong ty can co cac chng trnh khuyen mai cho kenh phan phoi mi khi lan au tien ban san pham Tieu Chuan Vang: khach hang se c mot the cao trong o co menh gia t 50.000 en 200.000. Khong nhng the cong ty nen to chc mot buoi gap g oi vi nhng kenh phan phoi mi nham cung cap them thong tin ve san pham, ve cong ty e ho co them s tin tng va cam thay s gan gui gia cong ty vi kenh phan phoi va gia cac nha phan phoi vi nhau. Chng trnh khuyen mai can c thc hien mot cach ong nhat gia cac cong ty trong cung mot khu cong nghiep e tranh tnh trang so sanh gia cac cong ty vi nhau. 6. Khuyen mai cho ngi tieu dung. Ngoai nhng khuyen mai cho kenh phan phoi th cong ty cung nen co nhng chng trnh khuyen mai cho ngi tieu dung nh: cac o chi cho tre em, cac bnh bu, hay nhng o chi tao tr thong minh, kch thch tnh to mo cua tre. oi vi nhng khach hang mua thng xuyen: mua 1 lon Gain IQ 900g se c tang 1 chiec hop IQ giup tre phat trien kha nang quan sat qua cac khoi hnh bang nha hay nhng chu roi tay giup me be ke chuyen cho be nghe them
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phan sinh ong hn. Khi mua 1 lon Gain IQ 400g khach hang se c tang mot bnh bu sa bang nha cao cap. oi vi khach hang mua lan au tien: mua 1 lon 900g cung c tang 1 chiec hop IQ, ngoai ra khach hang o con c tang them 1 phieu giam gia khi mua san pham Tieu Chuan Vang vi gia tr cua phieu giam t 5% en 10% tren 1 lon va ch ap dung mot lan. oi vi lon 400g c tang 1 bnh bu va mot phieu giam gia Thong qua cac chng trnh khuyen mai bang nhng qua tang khch thch ch thong minh, tnh to mo cua tre e ngi tieu dung cam nhan c moi quan tam cua cong ty oi vi s phat trien toan dien cua con cai ho va thong qua ay nh mot li cam n cua cong ty oi vi s tin tng, gan bo cua khach hang oi vi san pham cua cong ty. 7. ao tao nang cao ky nang ban hang va ky nang giao tiep cua nhan vien ban hang. Hien nay oi ngu nhan vien ban hang cua cong ty tng oi chuyen nghiep, nang ong. Tuy nhien khong phai da vao o ma ta quen i viec nang cao cac ky nang, nghiep vu cho oi ngu nhan vien nay. Cong ty nen thng xuyen m cac lp ao tao ky nang giao tiep cho cac nhan vien ban hang cung nh oi ngu Marketing e nhng nhan vien nay ngay mot tr nen chuyen nghiep hn: Nh trung bnh 1 thang cong ty to chc cho nhan vien ban hang, nhan vien Marketing hoc mot lp ve giao tiep, ky nang ban hang, nghe thuat am pham. Ngoai ra vao moi cuoi tuan th cong ty nen to chc hop tat ca cac nhan vien ban hang, nhan vien Marketing cac nhom lai vi
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nhau e cung chia se nhng thong tin, nhng kho khan ma cac nhan vien gap phai va cung a ra giai phap toi u e moi ngi cung hoc hoi. Khong nhng the cong ty can co nhng hoat ong cung nh nhng phan thng cho nhan vien thc hien tot cac cong viec c giao e tao cho ho co them ong lc tot trong cong viec bang cach moi quy cong ty a ra cac giai thng ngoai lng nh: 1 chiec tu lanh tr gia 4 trieu ong cho nhan vien ban hang Tieu Chuan Vang vi doanh so cao nhat trong quy. 1 au a nghe nhac tr gia 2 trieu ong oi vi nhan vien co doanh so ban ng th 2 trong quy va giai 3 la mot may nghe nhac tr gia 1 trieu ong oi vi nhan vien co doanh so ng th 3 trong quy ay cung la cach e khuyen khch va gi chan nhng nhan vien ma cong ty a bo khong t chi ph ra e tuyen chon, ao tao, huan luyen. II. KIEN NGH Cong ty can au t va phat trien kenh phan phoi mi nay ra rong khap tren cac tnh thanh co cac khu cong nghiep phat trien nh: a Nang, Khanh Hoa, Hai Phong e nang cao doanh so cung nh th phan cua cac san pham tieu chuan vang th khong nhng cong ty thc hien tot kenh phan phoi trong khu cong nghiep ma cong ty con phai lam tot cac kenh phan phoi khac e san pham tiep xuc va en c vi ngi tieu dung mot cach nhanh nhat, de dang nhat nh: san pham luon co mat hau het tai cac ca hang, ai ly, sieu th, nha thuoc Cong ty tang cng to chc cac hoi ngh, s kien ln danh rieng cho he dng chat Tieu Chuan vang.
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Lp Marketing 1 HCH.
M rong he thong phan phoi nhng ni co dan c nhng thu nhap mc trung bnh, trung bnh kha, khong bat buoc la phai nhng ni co khu cong nghiep tren a ban thanh pho Ho Ch Minh. Ngoai ra cong ty can a dang hoa chng trnh khuyen mai cho khach hang, khong nhng la khach hang tieu dung ma con khach hang la gii trung gian cua cong ty.
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Lp Marketing 1 HCH.
PHAN III: KET LUAN Ket qua kinh doanh cung la van e c doanh nghiep cung nh toan xa hoi quan tam. Hieu qua kinh doanh la thc o trnh o quan ly cua doanh nghiep. Cac kenh phan phoi cua cong ty hoat ong rat hieu qua nhng vi nhu cau cua th trng va tnh bao hoa cua cac kenh. V vay e thuc ay tang trng cung nh e bao ve th phan cua mnh th viec phat trien mot kenh phan phoi mi la ieu khong the tranh khoi. Nh vay tam quan trong cua kenh phan phoi la ieu khong the phu nhan. Qua thi gian nghien cu tai cong ty TNHH dc pham 3A, em thay cong ty a rat tch cc trong viec xay dng he thong kenh phan phoi tng oi rong khap va vng chac, cung vi viec no lc trong kinh doanh cong ty a at c nhng thanh tu nhat nh. ieu o the hien qua cac ch tieu ve doanh thu, li nhuan cua cong ty tang dan qua moi nam. Ben canh nhng thanh cong o con co nhng kho khan va han che ma cong ty phai vt qua. ac biet la khi Viet Nam tr thanh thanh vien cua WTO th cac oi thu canh tranh cung se tang len. Trong chuyen e em e cap en hoat ong phan phoi cua cong ty va mot so giai phap nang cao, m rong he thong kenh phan phoi tai cong ty TNHH dc pham 3A bang nhng kien thc hoc c t nha trng ket hp vi thc tien kinh doanh tai cong ty. Trong thi gian ngan ngui thc tap tai cong ty va kien thc chuyen mon con han hep, viec phan tch anh gia tnh hnh hoat ong kinh doanh tai cong ty khong tranh khoi sai sot rat mong nhan c s giup cua
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ban giam oc, cac anh ch trong cong ty, quy thay hng dan giup e chuyen e cua em hoan thien hn. Em xin chan thanh cam n
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Abbott

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GVHD: Th.s inh Tien Minh.

Chuyen e tot nghiep.

PHAN II: NOI DUNG

SVTH: Nguyen Th Thi Th

GVHD: Th.s inh Tien Minh.

Chuyen e tot nghiep.

SVTH: Nguyen Th Thi Th

GVHD: Th.s inh Tien Minh.

Chuyen e tot nghiep.

SVTH: Nguyen Th Thi Th

GVHD: Th.s inh Tien Minh.

Chuyen e tot nghiep.

SVTH: Nguyen Th Thi Th

GVHD: Th.s inh Tien Minh.

Chuyen e tot nghiep.

(Nguon so lieu tong ket phong kinh dooanh)

SVTH: Nguyen Th Thi Th

GVHD: Th.s inh Tien Minh.

Chuyen e tot nghiep.

SVTH: Nguyen Th Thi Th

GVHD: Th.s inh Tien Minh.

Chuyen e tot nghiep.

SVTH: Nguyen Th Thi Th

GVHD: Th.s inh Tien Minh.

Chuyen e tot nghiep.

SVTH: Nguyen Th Thi Th

GVHD: Th.s inh Tien Minh.

Chuyen e tot nghiep.

SVTH: Nguyen Th Thi Th

GVHD: Th.s inh Tien Minh.

Chuyen e tot nghiep.

SVTH: Nguyen Th Thi Th

GVHD: Th.s inh Tien Minh.

Chuyen e tot nghiep.

SVTH: Nguyen Th Thi Th

GVHD: Th.s inh Tien Minh.

Chuyen e tot nghiep.

Trnh o van hoa. Trung cap Pho thong Tong cong

SVTH: Nguyen Th Thi Th

GVHD: Th.s inh Tien Minh.

Chuyen e tot nghiep.

6. ke hoach. 7. Vi tnh. 8. Cac chi nhanh. Tong cong

SVTH: Nguyen Th Thi Th

GVHD: Th.s inh Tien Minh.

Chuyen e tot nghiep.

5.2 S o c cau to chc.

SVTH: Nguyen Th Thi Th

GVHD: Th.s inh Tien Minh.

Chuyen e tot nghiep.

SVTH: Nguyen Th Thi Th

GVHD: Th.s inh Tien Minh.

Chuyen e tot nghiep.

SVTH: Nguyen Th Thi Th

GVHD: Th.s inh Tien Minh.

Chuyen e tot nghiep.

SVTH: Nguyen Th Thi Th

GVHD: Th.s inh Tien Minh.

Chuyen e tot nghiep.

SVTH: Nguyen Th Thi Th

GVHD: Th.s inh Tien Minh.

Chuyen e tot nghiep.

SVTH: Nguyen Th Thi Th

GVHD: Th.s inh Tien Minh.

Chuyen e tot nghiep.