một số giải pháp nhằm phát triển thị trường tiêu thụ đối với sản phẩm...
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7/29/2019 Mt s gii php nhm pht trin th trng tiu th i vi sn phm bia Festival ca cng ty TNHH Hu Bia trn
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Kha lun tt nghip GV: ThS. V Th Mai H
Phn 1
T VN
Sinh vin: L Nguyn Ngc Linh 1
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Kha lun tt nghip GV: ThS. V Th Mai H
1 L do chn ti
Hin nay,nn kinh t th gii ang pht trin mnh m,c ch th trng
ngy cng rng khp,bn thn mi doanh nghip vi t cch l ch th kinh t
c lp phi bit nm bt thi c, tn dng mi c hi v pht huy nng lc hin
c a ra cc sch lc, chin lc kinh doanh i ph vi th trng, tng
kh nng cnh tranh.
Trong kinh doanh, li nhun khng phi l chia u cho tt c nhng ai
mun c. S cnh tranh nghit ng ca th trng, c bit sau khi Vit Nam
pht trin nn kinh t theo c ch th trng nh hng x hi ch ngha,vn
v y mnh,m rng th trng tiu th tr nn quan trng.Tiu th l giai oncui cng ca qu trnh sn xut kinh doanh, l yu t quyt nh s tn ti ca
doanh nghip. Vic hnh thnh mt sn phm hon thin kh, a sn phm
n tay ngi tiu dng li cng kh hn, n ph thuc rt nhiu vo khu tiu
th.Thc t cho thy, khng thiu mt s doanh nghip sn xut sn phm rt tt
nhng vn khng tiu th c bi v khng bit cch phn phi v tiu th,
khng p ng c nhu cu th trng tiu dng ca x hi. Hn na hin nay
khi nn kinh t sn xut hng ha ang bc sang giai on pht trin vt bc
cng vi khoa hc cng ngh k thut hin i th vn tiu th sn phm li
cng tr thnh mi quan tm hng u ca bt k doanh nghip no.
Cng ty TNHH Bia Hu cho ra i sn phm bia Festival t nm 2000,qua
hng nm sn lng bn ngy cng tng ln,nhng ng trc s cnh tranh
khc lit ca nn kinh t th trng liu sn phm ny c ng vng c,vic
xut hin nhiu i th cnh tranh trn th trng cho thy vic m rng th
trng tiu th l mt yu cu cp thit i vi sn phm bia Festival ca cng ty
Bia Hu. l l do ti sao ti chn Mt s gii php nhm pht trin th
trng tiu th i vi sn phm bia Festival ca cng ty TNHH Hu Bia trn
a bn tnh TT Hu .
2 Mc ch nghin cu
- ti gip ti h thng ho kin thc,l lun v nhng g c hc
trng.
Sinh vin: L Nguyn Ngc Linh 2
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Kha lun tt nghip GV: ThS. V Th Mai H
- Thc trng tiu th sn phm Festival bia ca Cng ty bia Hu trong thi
gian qua .
- xut cc gii php nhm hon thin h thng knh phn phi, t chc
tt cng tc tiu th sn phm Festival bia ca Cng ty bia Hu.
3 i tng v phm vi nghin cu
- i tng nghin cu: Phn tch tnh hnh tiu th sn phm Festival bia
qua cc nm t 2007 n 2009,v xc nh cm nhn mt cch tng qut ca
khch hng v sn phm.
- Phm vi nghin cu
V mt thi gian: Cc s liu v tiu th ca cng ty qua 3 nm 2007 n2009.
V mt khng gian: Cng ty bia Hu, khch hng l ngi tiu dng cui
cng trn a bn thnh ph Hu.
4 Phng php nghin cu.
- Phng php duy vt bin chng.
- S liu th cp c cung cp t pha cng ty TNHH Hu Bia thng qua
cc phng ban nh phng tip th,bn hng,b phn nhn s,b phn ti
chnh k ton.
Phng php phn tch so snh s liu v tnh hnh tiu th gia cc
nm ca sn phm Festival.
- iu tra s liu s cp: cn c vo ni dung nghin cu,ti thc hin
phng vn trn i tng l khch hng c nhn ngi tiu dng
Khch hng l ngi tiu dng cui cng: tin hnh iu tra 100 khch
hng c chn mu ngu nhin trn a bn Tnh TT Hu thng qua bng
hi,phng vn trc tip.
Phng php thu thp,x l s liu thng k.
- Cc phng php khc.
Sinh vin: L Nguyn Ngc Linh 3
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Kha lun tt nghip GV: ThS. V Th Mai H
PHN 2
NI DUNG V KT QU NGHIN CU
Sinh vin: L Nguyn Ngc Linh 4
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Kha lun tt nghip GV: ThS. V Th Mai H
CHNG 1 C S KHOA HC V TH TRNG V TIU TH
SN PHM
1 C S L LUN
1.1 Cc khi nim c bn v th trng
1.1.1 Khi nim v th trng
Theo Philip Kotler th Th trng(trong ngha n gin ca n)l tp hp
nhng ngi mua hng hin c v s c.
Theo C.Mc ,hng ho l sn phm c sn xut ra khng phi cho ngi
sn xut tiu dng m ngi sn xut ra bn . Th trng xut hin ng thivi s ra i v pht trin ca nn sn xut hng ho v c hnh thnh trong
lnh vc lu thng .Ngi c hng ho hoc dch v em ra trao i gi l bn
bn, ngi mua c nhu cu cha tho mn v c kh nng thanh ton c gi l
bn mua .
Trong qu trnh trao i gia bn bn v bn mua hnh thnh nhng mi
quan h nht nh. l quan h gia ngi bn v ngi mua, quan h gia
ngi bn vi nhau v quan h gia ngi mua vi nhau.
V vy, theo ngha en, th trng l ni mua bn hng ho, l ni gp g
tin hnh hot ng mua bn bng tin t gia ngi bn v ngi mua. Tuy
nhin, khng th coi th trng l cc ca hng, cc ch, mc d nhng ni l
ni mua bn hng ho.
S hnh thnh th trng i hi phi c:
- i tng trao i: sn phm hng ho hay dch v.
- i tng tham gia trao i : bn bn v bn mua.
- iu kin thc hin trao i : kh nng thanh ton
Nh vy, iu quan tm nht ca doanh nghip l tm ra ni trao i,tm nhu
cu v kh nng thanh ton ca cc sn phm, dch v m nh sn xut d nh
cung ng hay khng. Cn i vi ngi tiu dng, h li quan tm ti vic so
snh nhng sn phm dch v m nh sn xut cung ng tho mn ng yu cu
v thch hp vi kh nng thanh ton ca mnh n u.
Sinh vin: L Nguyn Ngc Linh 5
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Kha lun tt nghip GV: ThS. V Th Mai H
T nhng ni dung trn th trng c nh ngha nh sau:
Th trng l biu hin ca qu trnh m trong th hin cc quyt nh
ca ngi tiu dng v hng ho v dch v cng nh cc quyt nh ca cc
doanh nghip v s lng, cht lng, mu m ca hng ho. chnh l mi
quan h gia tng s cung v tng s cu ca tng loi hng ho c th.
Tuy nhin th trng c nhiu nh kinh t nh ngha khc nhau. Hi qun
tr Hoa K cho rng :Th trng l tng hp cc lc lng v cc iu kin,
trong ngi mua v ngi bn thc hin cc quyt nh chuyn hng ho v
dch v t ngi bn sang ngi mua . C nhiu quan nim li cho rng th
trng l lnh vc trao i m ngi mua v ngi bn cnh tranh vi nhau xc nh gi c hng ho dch v , hoc n gin hn th trng l tng hp
cc s cng ca ngi mua v mt sn phm hng ho hay dch v .
Hiu mt cch tng qut, th trng l ni m ngi mua v ngi bn t
tm n vi nhau qua trao i, thm d, tip xc nhn li gii p m mi bn
cn bit.
Cn hiu theo gc Marketing, thut ng th trng c dng m ch
mt nhm khch hng c nhu cu v mong mun nht nh. Bi mc d tham gia
th trng phi c c ngi bn v ngi mua nhng nhng ngi lm Marketing
li coi ngi bn hp thnh ngnh sn xut cung ng, cn ngi mua mi hp
thnh th trng.
Th trng bao gm tt c nhng khch hng tim n cng c mt nhu cu
hay mong mun c th, sn sng v c kh nng tham gia trao i tho mn
nhu cu v mong mun .
Nh vy, theo quan nim ny quy m th trng s tu thuc s ngi c
nhu cu v mong mun vo lng thu nhp, lng tin vn m h sn sng b ra
mua hng ho tho mn nhu cu v mong mun . Quy m th trng khng
ph thuc vo s ngi mua hng v cng khng ph thuc vo s ngi c
nhu cu v mong mun khc nhau.
Sinh vin: L Nguyn Ngc Linh 6
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Kha lun tt nghip GV: ThS. V Th Mai H
Tuy nhin, d hiu th trng theo cch no th mc tiu la chn duy nht
ca doanh nghip vn l li nhun cc doanh nghip u thng qua th trng m
tm cch gii quyt cc vn :
Phi phn loi hng g? Cho ai?
- S lng bao nhiu ?
- Mu m , kiu cch , cht lng nh th no?
V cng qua ngi tiu dng bit c :
- Ai s p ng c nhu cu ca mnh ?
- Nhu cu c tho mn n mc no ?
- Kh nng thanh ton ra sao?Tt c nhng cu tr li trn ch c th tr li chnh xc trn th trng. S
nhn thc phin din v th trng cng nh s iu tit th trng theo mun
ch quan duy ch trong qun l v ch o kinh t u ng ngha vi vic i
ngc li cc h thng quy lut kinh t vn c trong th trng v hu qu s
lm cho nn kinh t kh pht trin.
1.1.2 Chc nng ca th trng
1.1.2.1 Chc nng thc hin :
Hot ng mua bn l hot ng ln nht, bao trm c th trng. Thc hin
hot ng ny l c s quan trng c tnh cht quyt nh i vi vic thc hin
cc quan h v hot ng khc.
Th trng thc hin : hnh vi trao i hng ho ; thc hin tng s cung v
cu trn th trng ; thc hin cn bng cung cu tng th hng ho ; thc hin
gi tr ( thng qua gi c ); thc hin vic trao i gi tr Thng qua chc nng
ca mnh. Gi tr trao i l c s v cng quan trng hnh thnh nn c cu
sn phm, cc quan h t l v kinh t trn th trng.
1.1.2.2 Chc nng tha nhn :
Hng ho c sn xut ra, ngi sn xut phi bn n. Vic bn hng c
thc hin thng qua chc nng tha nhn ca th trng. Th trng tha nhn
chnh l ngi mua chp nhn th cng c ngha l v c bn qu trnh ti sn
xut x hi ca hng ho hon thnh. Bi v bn thn vic tiu dng sn phm
Sinh vin: L Nguyn Ngc Linh 7
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Kha lun tt nghip GV: ThS. V Th Mai H
v cc chi ph tiu dng cng khng nh trn th trng khi hng ho c
bn.
Th trng tha nhn : tng khi lng hng ho ( tng gi tr s dng )
a ra th trng ; c cu ca cung v cu, quan h cung cu vi tng hng ho ;
tha nhn gi th s dng v gi c hng ho, chuyn gi tr s dng v gi tr c
bit thnh gi tr s dng v gi tr x hi ; tha nhn cc hot ng mua v bn
vvTh trng khng phi ch tha nhn th ng cc kt qu ca qu trnh ti
sn xut , qu trnh mua bn m thng qua s hot ng ca cc quy lut kinh t
trn th trng m th trng cn kim tra, kim nghim qu trnh ti sn xut
qu trnh mua bn .1.1.2.3 Chc nng iu tit, kch thch :
Nhu cu th trng l mc ch ca qu trnh sn xut . Th trng l tp
hp cc hot ng ca cc quy lut kinh t c th trng. Do , th trng va
l mc tiu va to ng lc thc hin cc mc tiu . l c s quan
trng chc nng iu tit v kch thch ca th trng pht huy vai tr ca
mnh.
Chc nng iu tit v kch thch th hin ch:
Thng qua nhu cu th trng, ngi sn xut ch ng di chuyn t liu
sn xut, vn v lao ng t ngnh ny qua ngnh khc t sn phm ny sang sn
phm khc c li nhun cao.
Thng qua cc hot ng ca cc quy lut kinh t ca th trng, ngi sn
xut c li th trong cnh tranh s tn dng kh nng ca mnh pht trin sn
xut ngc li nhng ngi sn xut cha to ra c li th trn th trng cng
phi vn ln thot khi nguy c ph sn. l nhng ng lc m th trng
to ra i vi sn xut.
Thng qua s hot dng ca cc quy lut kinh t trn th trng ngi tiu
dng buc phi cn nhc, tnh ton qu trnh tiu dng ca mnh. Do th
trng c vai tr to ln i vi vic hng dn tiu dng.
Trong qu trnh ti sn xut, khng phi ngi sn xut, lu thng ch ra
cch chi ph nh th no cng c x hi tha nhn. Th trng ch tha nhn
Sinh vin: L Nguyn Ngc Linh 8
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Kha lun tt nghip GV: ThS. V Th Mai H
mc thp hn hoc bng mc x hi cn thit ( trung bnh). Do th trng c
vai tr v cng quan trng i vi kch thch tit kim chi ph, tit kim lao ng.
1.1.2.4 Chc nng thng tin :
Trong tt c cc khu ( cc giai on ) ca qu trnh ti sn xut hng ho,
ch c th trng mi c chc nng thng tin.Trn th trng c nhiu mi quan
h : kinh t, chnh tr, x hi Song thng tin kinh t l quan trng nht.
Th trng thng tin v : tng s cung v tng s cu ; c cu ca cung v
cu ; quan h cung cu i vi tng loi hng ho ; gi c th trng ; cc yu t
nh hng ti th trng, n mua v bn, cht lng sn phm, hng vn ng
ca hng ho; cc iu kin dch v cho mua v bn hng ho, cc quan h t lv sn phm vv
Thng tin th trng c vai tr quan trng i vi qun l kinh t .Trong
qun l kinh t, mt trong nhng ni dung quan trng nht l ra quyt nh .Ra
quyt nh cn c thng tin.Cc d liu thng tin quan trng nht l thng tin t
th trng. Bi v cc d kin khch quan , c x hi tha nhn.
Bn chc nng ca th trng c mi quan h mt thit vi nhau. Mi
hin tng kinh t din ra trn th trng u th hin bn chc nng ny. V l
nhng tc dng vn c bt ngun t bn cht th trng, do khng nn t vn
chc nng no quan trng nht hoc chc nng no quan trng hn chc nng
no. Song cng cn thy rng ch khi chc nng tha nhn c thc hin th cc
chc nng khc mi pht huy tc dng.
Mt trong nhng b quyt quan trng nht thnh cng trong kinh doanh
l s hiu bit cn k tnh cht ca th trng. Nhn bit c c im v s
hot ng ca tng loi th trng, cc yu t tham gia vo hot ng ca th
trng, t thy r c im hnh thnh v vn ng ca gi c th trng do
cn phi nghin cu, phn loi cc hnh thi th trng .
1.1.3 Phn loi th trng
Mt trong nhng yu t quan trng nht thnh cng trong kinh doanh l
s hiu bit cn k tnh cht ca tng hnh thi th trng. Phn nh cc hnh
Sinh vin: L Nguyn Ngc Linh 9
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Kha lun tt nghip GV: ThS. V Th Mai H
thi th trng l chia th trng theo gc khch quan khc nhau. Phn nh
hnh thi th trng l cn thit, khch quan nhn thc cn k v th trng.
Hin nay trong kinh doanh ngi ta da vo nhiu tiu thc khc nhau
phn nh hnh thi th trng. Mi cch phn nh c mt hnh thi th trng
ring i vi qu trnh kinh doanh. Sau y l mt s cch phn nh ch yu v
ni dung, tnh cht ca tng hnh thi th trng tng ng vi cc phn nh .
1.1.3.1 Cn c vo quan h mua bn gia cc quc gia, th trng chia
thnh th trng quc ni v th trng quc t:
Th trng quc ni l th trng m din ra hot ng mua bn hng
ho ca nhng ngi trong phm vi hot ng mt quc gia v cc quan h kinht din ra trong mua bn qua ng tin quc gia, ch c lin quan n cc vn
kinh t, chnh tr trong mt nc.
Th trng quc t l ni din ra hot ng mua bn hng ho gia cc
nc vi nhau thng qua tin t quc t. Cc quan h kinh t din ra trn th
trng th gii nh hng trc tip ti vic pht trin kinh t mi nc.
Phn bit th trng quc ni v th trng quc t khng phm vi bin
gii mi nc m ch yu ngi mua v ngi bn vi phng thc thanh ton
v loi gi p dng, cc quan h kinh t din ra trn th trng. Vi s pht trin
ca kinh t, ca khoa hc k thut v s phn cng lao ng th gii, kinh t mi
nc tr thnh mt mt xch ca h thng kinh t th gii, do th trng quc
ni c quan h mt thit vi th trng quc t. Vic d bo ng s tc ng ca
th trng quc t i vi th trng quc ni l s cn thit v cng l nhng
nhn t to ra s thnh cng i vi mi nh kinh doanh trn thng trng quc
ni.
1.1.3.2 Cn c vo vai tr v v th ca ngi mua v ngi bn trn th
trng , th trng chia thnh th trng ngi bn v th trng ngi mua :
Trn th trng ngi bn, vai tr quyt nh thuc v ngi bn hng,
thng xy ra trn hai tnh th cung cu hoc c quyn bn. Cc quan h kinh
t hnh thnh trn th trng ( quan h cung cu, quan h gi c tin t, quan h
cnh tranh ) hnh thnh khng khch quan, gi thng b p t, cnh tranh b th
Sinh vin: L Nguyn Ngc Linh 10
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Kha lun tt nghip GV: ThS. V Th Mai H
tiu hoc khng c iu kin hot ng, cc knh phn phi v lu thng khng
hp l vai tr ca ngi mua b th tiu. Vic hnh thnh th trng ca ngi
bn mt mt l do sn phm hng ho cha pht trin, mt khc l do s tc ng
chi phi ca c h thng qun l kinh t hnh chnh bao cp. Vic xo b c ch
hnh chnh bao cp l yu t cc k quan trng chuyn t th trng ngi
bn sang th trng ngi mua.
Trn th trng ngi mua, vai tr quyt nh trong quan h mua bn thuc v
ngi mua. Cc quan h kinh t trn th trng ( quan h sn phm, quan h gi
c v cung cu ) c hnh thnh mt cch khch quan. Vi th trng ngi
mua, vai tr ca cc quy lut kinh t ca th trng c pht huy tc dng v do vai tr, chc nng ca th trng ngi mua khng phi ch l cng c iu
tit sn xut x hi m n cn tr thnh cng c b sung cho k hoch.i
vi th trng ny th thi khn kho ca cc nh kinh doanh t c
thnh cng l nhn thc, tip cn, xm nhp v khai thc th trng.
1.1.3.3 Cn c vo mi quan h cung cu v kh nng bin nhu cu
thnh hin thc, th trng chia thnh th trng thc t, th trng tim nng v
th trng l thuyt :
Th trng thc t l mt b phn ca th trng m trong yu cu tiu
dng c p ng thng qua vic cung ng hng ho v dch v.
Th trng tim nng bao gm th trng thc t v mt b phn th trng
m trong khch hng c yu cu tiu dng nhng cha c p ng.
Th trng l thuyt bao gm tt c cc nhm dn c trn th trng k c
ngi cha c yu cu tiu dng hoc khng c kh nng thanh ton.
1.1.3.4 Cn c vo hnh thi vt cht ca i tng trao i, th trng
thnh th trng hng ho v th trng dch v :
Th trng hng ho l th trng trong i tng trao i l hng ho,
vt phm tiu dng vi mc ch tho mn nhu cu vt cht. Th trng hng ho
bao gm nhiu b phn th trng khc nhau, in hnh l th trng t liu sn
xut v th trng t liu tiu dng. Trn th trng t liu sn xut thng c
cc nh kinh doanh ln, cnh tranh din ra mnh hn, quy m th trng ln hn
Sinh vin: L Nguyn Ngc Linh 11
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Kha lun tt nghip GV: ThS. V Th Mai H
nhng nhu cu th trng khng phong ph, a dng nh nhu cu th trng hng
tiu dng, th trng t liu sn xut b ph thuc vo th trng hng tiu dng.
Cn trn th trng hng tiu dng s lng ngi mua v ngi bn nhiu, mc
cnh tranh ca th trng ny khng gay gt nh trn th trng t liu sn
xut. Kh nng hnh thnh cc ca hng ng ph, siu th ca th trng tiu
dng rt ln, hnh thc mua bn trn th trng cng rt phong ph (bn bun,
bn l , i l ). Th trng bn l l th trng ch yu ca hng tiu dng.
Th trng dch v l th trng trao i cc chng loi dch v nh sa
cha, lp t, bo hnh v cc dch v khc, khng c sn phm tn ti di hnh
thi vt cht, khng c cc trung gian phn phi m s dng knh phn phi trctip, mng li phn phi ca doanh nghip dch v thng tu thuc vo nhu
cu ca th trng v tng hot ng kinh doanh.
1.1.3.5 Cn c vo vai tr v s lng ngi mua v ngi bn trn th
trng, th trng chia thnh th trng cnh tranh hon ho, th trng cnh
tranh khng hon ho v th trng c quyn :
Th trng cnh tranh hon ho l th trng m s ngi tham gia
vo th trng tng i ln khng c u th cung ng hay mua mt s
lng sn phm kh d nh hng n gi c. Ngi mua v ngi bn khng ai
quyt nh gi v ch chp nhn gi m thi. Cc sn phm mua bn trn th
trng ny l ng nht. u kin tham gia vo th trng v ri khi th trng
ni chung d dng. Ngi bn ch c cch gim thp chi ph sn xut v sn xut
mt sn lng n gii hn m chi ph cn bin bng doanh thu cn bin.
Th trng cnh tranh khng hon ho l th trng m phn ln cc doanh
nghip u hnh thi th trng va c cnh tranh va c c quyn. hnh
thi cc doanh nghip va phi tun theo cc yu cu ca quy lut cnh tranh va
phi i tm cc gii php hng tr thnh c quyn chi phi th trng.
Th trng c quyn c ngha l cc nh c quyn c kh nng chi phi cc
quan h kinh t v gi c th trng. Trn th trng c quyn c th trng c
quyn bn v th trng c quyn mua. Th trng c quyn bn l trong
vai tr quyt nh thuc v ngi bn, cc quan h kinh t trn th trng ( quan
Sinh vin: L Nguyn Ngc Linh 12
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Kha lun tt nghip GV: ThS. V Th Mai H
h cung cu ,gi c ,..) hnh thnh khng khch quan : gi c b p t, bn vi
gi cao, cnh tranh b th tiu hoc khng iu kin hot ng trn cc
knh phn phi, vai tr ca ngi mua b th tiu. Cn th trng c quyn mua
th vai tr quyt nh trong mua bn hng ho thuc v ngi mua, cc quan h
kinh t pht huy tc dng.
1.2 Cc quan nim c bn v tiu th
1.2.1 Khi nim tiu th sn phm
Trit l kinh doanh ca sn xut hng ho l sn phm c sn xut ra
bn nhm thu li nhun.Do ,tiu th sn phm l mt trong nhng ni dung
quan trng ca hot ng sn xut kinh doanh ca doanh nghip thc hintrit l .Theo ngha hp qu trnh tiu th sn phm gn lin vi s thanh ton
gia ngi mua v ngi bn v s chuyn quyn s hu hng ho.Thc t cho
thy,thch ng vi mi c ch qun l khc nhau,cng tc tiu th c thc hin
bng nhiu hnh thc khc nhau.Trong nn kinh t k hoch ho tp trung,hot
ng tiu th ca doanh nghip c thc hin theo k hoch giao np sn phm
vi gi c v a ch do nh nc quy nh.
Cn trong nn kinh t th trng,cc doanh nghip phi t mnh gii quyt ba
vn c bn :sn xut ci g,bng cch no v cho ai.Do vy,tiu th sn phm
tr thnh vn sng cn i vi mi doanh nghip.
Tiu th sn phm l qu trnh thc hin gi tr ca hng ho,qu trnh chuyn
ho hnh thi gi tr ca hng ho t hng sang tin,sn phm c coi l tiu th
khi c khch hng chp nhn thanh ton tin hng.Tiu th sn phm l giai
on cui cng ca qu trnh sn xut kinh doanh,l yu t quyt nh n s tn
ti v pht trin ca doanh nghip.Tiu th sn phm nhm thc hin mc ch
ca sn xut hng ho l sn phm bn v thu li nhun.
Qua tiu th,hng ho c chuyn t hnh thi hin vt sang hnh thi gi tr
v ng thi vng chu chuyn vn kinh doanh ca doanh nghip c hon
thnh.Tiu th gip cho qu trnh ti sn xut c gi vng v pht trin.Sn
phm lm ra c tiu th th tnh cht hu ch ca sn phm mi c xc
nh,khi ,gi tr,gi tr s dng mi c thc hin,lao ng ca ngi sn
Sinh vin: L Nguyn Ngc Linh 13
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Kha lun tt nghip GV: ThS. V Th Mai H
xut hng ho ni ring,v ca ton x hi ni chung mi c tha nhn.Sn
phm c tiu th th hin s tha nhn ca th trng,ca x hi v khi lao
ng ca doanh nghip mi thc s l lao ng c ch.Tiu th sn phm l khu
quan trng quyt nh n hot ng sn xut kinh doanh v li nhun ca doanh
nghip,quyt nh s m rng v thu hp sn xut ca doanh nghip v l c s
xc nh v tr ca doanh nghip trn th trng.L cu ni gia sn xut v
tiu dng,tiu th gip cho ngi tiu dng c c gi tr s dng m mnh
mong mun v ngi sn xut t c mc ch ca mnh trong kinh
doanh.Nh sn xut,thng qua tiu th c th nm bt th hiu,xu hng tiu
dng,yu cu v sn phm, t m rng hng kinh doanh,to ra nhng snphm mi,tm kim kh nng v bin php thu ht khch hng.Doanh nghip c
iu kin s dng tt hn mi ngun lc ca mnh,to dng mt b my kinh
doanh hiu qu v hp l.
Tiu th sn phm i hi doanh nghip phi s dng tng th cc bin php
v t chc,kinh t v k hoch nhm thc hin cc nghip v lin quan n tiu
th sn phm nh nm bt nhu cu th trng,t chc sn xut,tip cn sn
phm,chun b hng ho v xut bn theo yu cu ca khc hng vi chi ph kinh
doanh nh nht.Nh vy,tiu th sn phm doanh nghip l mt hot ng
mang tnh nghip v cao,bao gm nhiu loi cng vic khc nhau lin quan n
cc nghip v sn xut v cc nghip v t chc qun l qu trnh tiu th.Mc
tiu ca qu trnh ny bao gm mc tiu s lng :Th phn,doanh s,a dng
ho doanh s,li nhun v mc tiu cht lng,ci thin hnh nh ca doanh
nghip ci thin dch v khch hng.
1.2.2 Cc ni dung ch yu ca cng tc tiu th sn phm:
a Nghin cu th trng tiu th sn phm:
Nghin cu th trng tiu th sn phm l vic phi tm ti, xc nh xem u l
th trng then cht, ch yu ca doanh nghip: Khch hng ca doanh nghip l
nhng ngi nh th no? i th cnh tranh ca doanh nghip l nhng ai?T
c th c lng th phn m doanh nghip c th khai thc c, ra cc
Sinh vin: L Nguyn Ngc Linh 14
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Kha lun tt nghip GV: ThS. V Th Mai H
gii php v chnh sch sn phm, chnh sch gi c, chnh sch phn phi, chnh
sch giao tip, khuych trng...
b Chin lc sn phm v tiu th sn phm:
Trong chin lc th trng ca mt doanh nghip, chin lc sn phm v tiu
th sn phm l chin lc cc k quan trng. iu ny bt ngun t nhng l
do sau:
Cng vi s pht trin nhanh v khoa hc k thut, c cu nhu cu v c
cu ngi tiu dng cng c nhng thay i ng k. Cc doanh nghip u
mong mun trn c s cch mng khoa hc k thut lm ra nhiu sn phm mi
thu li nhun cao. Do vy chin lc sn phm l mt v kh sc bn nhttrong cnh tranh, ng thi l phng php c hiu qu to ra nhu cu mi gip
ch cho tiu th sn phm.
Sn xut i cng nghip v sn xut t ng, bn t ng to ra s
ng nht cao v ngy cng tng tnh cht s dng ca sn phm. V vy yu t
quyt nh th trng tiu th ca doanh nghip l ch:
Liu sn phm ca h c vt qua c sn phm cnh tranh hay khng? Vt
nh th no? V lm th no khch hng tp trung mua hng ca mnh m
khng mua ca ngi khc?
iu ny ch thc hin c nu h c mt chin lc sn phm ng n, to ra
nhng sn phm vi cht lng tt hn.
iu ct li ca chin lc sn phm l phi linh hot, nhy bn, quyt nh
kp thi thc hin bn ci ngi ta cn ch khng phi ch bn ci m ta c.
Mun vy cc doanh nghip cn phi u t thch ng vo cng tc nghin cu
v phi s dng nhng k thut cng ngh tin tin, ng thi vn dng nhng
cng c sc bn xy dng chin lc v thc hin cc mc tiu ra nhm
trin khai c hiu qu cng tc tiu th sn phm ca doanh nghip.
c Hoch nh chng trnh tiu th sn phm :
Phng chm hnh ng ph bin ca cc doanh nghip th trng l
thng qua vic tho mn nhu cu ca ngi tiu dng t c nhng mc
tiu li ch ca mnh. Lm th no nh sn xut a sn phm ca mnh n
Sinh vin: L Nguyn Ngc Linh 15
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Kha lun tt nghip GV: ThS. V Th Mai H
ngi tiu dng mt cch tt nht? Mi quan h gia doanh nghip v th trng
ng vai tr quyt nh i vi kt qu kinh doanh ca doanh nghip trong mi
giai on hot ng. Nhim v ca nhng ngi hoch nh chng trnh tiu
th sn phm l th ch ho di dng chnh sch v cc chin thut ng x cho
tng yu t Lm th trng ca Marketing Mix trong mi giai on th trng.
Hot ng tiu th sn phm l vic thit lp v vn hnh cc knh tiu th, c
c th ho bng vic t chc v iu hnh qu trnh chuyn giao hng ho, dch
v t nh sn xut n ngi tiu dng. i vi doanh nghip mi thnh lp
hoc doanh nghip hin hu nhng c sn phm mi hay xm nhp vo th
trng mi, qu trnh hoch nh chng trnh tiu th sn phm bao gm ccni dung sau y:
- Xy dng chin lc tiu th sn phm vi hai trng tm l la chn v
thit lp h thng knh tiu th v nh hnh cc chnh sch h tr ng b cho
tiu th nh: v gi c, v chiu th, v sn phm.
- Lp k hoch trin khai to dng mng li tiu th v xc tin bn
hng.
i vi doanh nghip hin hu c sn phm ang tiu th trn th trng, trc
mi k k hoch, nh qun l tiu th tuy khng phi thc hin t u cc ni
dung trn, nhng cng cn phi xem xt kh nng iu chnh v hon thin s
hot ng ca mng li tiu th hin c. .
1.2.3 Cc ch tiu nh gi kt qu v hiu qu tiu th sn phm
Khi phn tch v nh gi kt qu v hiu qu tiu th sn phm,cn phn
tch nh gi bng nhiu ch tiu,phn nh c v mt cht v lng ca qu trnh
tiu th sn phm.c bit ch n mt hiu qu ca hot ng tiu th cn
cp n mt s ch tiu sau :
1.2.3.1 Khi lng tiu th
Khi lng tiu th l ch tiu phn nh kt qu tiu th sn phm v mt
lng,ch tiu ny cho php xc nh c chnh xc trong thi k kinh
doanh,doanh nghip tiu th c bao nhiu?Vi mc tiu th nh vy,doanh
Sinh vin: L Nguyn Ngc Linh 16
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Kha lun tt nghip GV: ThS. V Th Mai H
nghip c th so snh vi thi k trc v d bo cho k hoch mc tiu
th.Khi lng tiu th trong k c tnh theo cng thc :
O = Ok + Osx Ock
Trong :
O l khi lng sn phm tiu th trong k
Ok l khi lng sn phm tn u k
Osx l khi lng sn phm sn xut trong k
Ock l khi lng sn phm tn cui k
Nu doanh nghip c nhiu loi sn phm tiu th th ch tiu ny cn c
phn loi1.2.3.2 Doanh thu tiu th v mc tng doanh thu
Doanh thu tiu th l mt ch tiu quan trong c s dng v phn tch
nh gi hot ng tiu th.Ch tiu ny phn nh gi tr tiu th trong k kinh
doanh.y l ch tiu quan trng khng ch i vi doanh nghip m cn i vi
c nn kinh t quc dn.
Doanh thu tiu th phn nh quy m qu trnh kinh doanh,phn nh qu
trnh t chc ch o qu trnh kinh doanh,t chc cng tc thanh ton.C doanh
thu chng t sn phm ca doanh nghip kinh doanh c ngi tiu dng chp
nhn,ph hp vi nhu cu,th hiu ca h.Doanh thu tiu th gip doanh nghip
trang tri cc khon kinh ph,gp phn thc y tng nhanh qu trnh chu chuyn
vn,to iu kin cho ti sn xut kinh doanh cc chu k tip theo.Ngoi ra
doanh thu cn phn nh kt qu sn xut kinh doanh ca doanh nghip trng
thi no : l ,li hay ho vn.
Ch tiu nh gi doanh thu thng c xc nh
- S tuyt i : TR = P*Q
- S tng i :
MTR =DTo
DTDT 01* 100%
Trong :
Sinh vin: L Nguyn Ngc Linh 17
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Kha lun tt nghip GV: ThS. V Th Mai H
TR l doanh thu
P: gi
Q : s lng sn phm tiu th
MTR mc tng doanh thu k thc hin so vi k gc
DT1 doanh thu k thc hin
DT0 doanh thu k gc
1.2.3.3 Li nhun tiu th
Li nhun lun l mc tiu c bn nht ca cc cng ty v doanh
nghip.Kinh doanh m khng nhm mc tiu li nhun th khng phi l kinh
doanh.Do vy,cng ty,doanh nghip no cng ly li nhun lm mc ch hotng v s tn ti ca mnh.Li nhun l mc tiu hng u,thng xuyn,c
bn.Tuy vy khng phi lc no li nhun cng c t ln hng u m n cn
ph thuc vo tng thi k,tng trng hp,tng gi on c th.
C rt nhiu yu t nh hng v quyt nh mc li nhun tiu th ca
doanh nghip nh gi bn,cht lng sn phm,khi lng sn phm tiu th,chi
ph tiu thNhng yu t ny c mi quan h hu c m quyt nh n mc
li nhun m cng ty t c.Ngi ta nh gi li nhun tiu th trn cc ch
tiu nh :tng li nhun,mc doanh thu,mc doanh li theo vn,mc doanh li
theo chi ph.C th :
Tng li nhun :l chnh lch gia tng doanh thu tiu th vi tng chi ph
tiu th.
LN=DT-CP
Trong :LN tng li nhun tiu th
DT tng doanh thu tiu th
CP tng chi ph tiu th
1.2.4 Th phn ca doanh nghip
Sinh vin: L Nguyn Ngc Linh 18
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Kha lun tt nghip GV: ThS. V Th Mai H
Th phn ca doanh nghip phn nh phm vi v quy m th trng m
doanh nghip chim lnh.Th phn ca doanh nghip cng l mt ch tiu quan
trng nh gi hot ng tiu th.Khi s dng ch tiu ny thng phi so
snh vi i th cnh tranh v t l th phn m doanh nghip chim lnh. xc
nh c th phn ca mnh cc doanh nghip thng cn c vo cc con s
thng k kinh t v tng mc tiu th mt hng cng loi trong nm ca ton b
nn kinh t,da vo mc tiu th thc t ca n v mnh xc nh th phn
chim bao nhiu phn trm, mc cao trung bnh hay thp.Nu th phn ca
doanh nghip cng ln,mc phn b rng khp th l du hiu v s ng
vng trn th trng ca sn phm m doanh nghip ang kinh doanh.iu cng c ngha l sn phm ca doanh nghip c nhiu khch hng bit n v
chp nhn tiu dng.
1.2.5 Mt s ch tiu khc
Ngoi nhng ch tiu c bn trn,khi nh gi hot ng tiu th ngi ta
thng dng mt s ch tiu sau :
- Chi ph bn hng.
- S vng quay vn lu ng
- K thu tin bnh qun
- S vng quay tn kho
- H s chi ph phc v khch hng.
2 C S THC TIN
Vit Nam c khong 33 triu ngi trong tui 20 n 40, tui c t l
tiu th cc sn phm bia cao. Bt chp cn bo lm pht v suy gim kinh t, th
trng bia vn khi sc. Ti cc thnh ph ln nh H Ni, TP.HCM, cc qun
nhu bnh dn vn ng khch mi bui chiu ti. c tnh mi ngy tiu th t
1,500 n 5,000 lt. Ngoi ung bia theo cc, ngi tiu dng cng c xu hng
dng bia lon trong cc ba tic ci hi,sinh nht,hp mt, ba cm hng ngy.
So vi cng thi im nm 2007 th gi bia nm nay tng rt mnh - c loi
chnh lch 30.000 - 50.000 ng/kt so vi cng k. Ph Hng Bum (H Ni) -
Sinh vin: L Nguyn Ngc Linh 19
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Kha lun tt nghip GV: ThS. V Th Mai H
mt trong nhng im bn bun mt hng ung nhiu nht H Ni tr ln
tp np. Theo nh gi ca cc ch ca hng ti y th vic tng gi ny l bnh
thng khi cc nguyn liu u vo sn xut bia ang tng cao; c bit l
malt, cao hoa, ng, go, bao b nhn mc u tng t 30% - 70%.
Th trng bia c d bo s tng trng trong nm 2009. Hin ti mc tiu th
bia bnh qun u ngi ca Vit Nam l 18 lt/nm, bng 1/2 so vi Hn Quc
v bng 1/6-1/7 so vi Ireland, c, Sc. Tuy nhin, vi mc thu nhp ca ngi
dn tng ln cng vi s thay i tp qun ung (chuyn t ung ru t nu
sang ung bia) ca ngi dn nhiu vng nng thn th vo nm 2010, mc
tiu th bia bnh qun u ngi ca Vit Nam c s tng ti 28 lt/nm. y lming bnh ln cho cc doanh nghip u t m rng c s sn xut, thc hin
cc chin lc marketing nhm ginh git th phn v tay mnh.
Cc sn phm bia c chia theo 3 phn khc th trng chnh gm: bia
hi(cha tit trng), bia tit trng ng chai, bia thng hng gm cc thng
hiu quc t hoc thng hiu ni a cao cp.
Phn khc th trng bia hi chim khong 40% khi lng tiu th v
khong gn 27% gi tr tiu th.Vic bia hi c c v th ny ch yu tp trung
vo tng lp bnh dn vi mc gi phi chng khong 10000/lt.Loi bia ny
c sn sut ch yu ti cc c s nh l ti a phng,thng t c thng
hiu,v nhn mc c th.
Phn khc bia tit trng ng lon hoc chai chim v tr s 1 trn th trng
vi mc tiu th 46% v khi lng tiu th v chim 50 % v gi tr tiu
th.Cc sn phm ny ch yu tp trung vo cc i tng c thu nhp trung
bnh kh,hin ang m rng theo s tng trng kinh t c gi khong 15000/lt
.Dn u phn khc ny l Sabeco,Habeco v nh my bia Hu.
Phn khc nh nht l bia thng hng vi mc gi tng i cao khong
30000/lt,chim 14% v khi lng v 23% gi tr.Dng sn phm ny tp trung
vo tng lp c thu nhp kh v tng lp thng lu.Dn u phn khc th
trng ny l cc sn phm bia Tiger,Heineken c nh my Bia Vit Nam
Sinh vin: L Nguyn Ngc Linh 20
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Kha lun tt nghip GV: ThS. V Th Mai H
phn phi.Carlibergs ca nh my ng Nam ngoi ra cn c thng hiu
Vit l Si Gn v 333 ca Sabeco
Tp trung vo tng lp trung bnh kh hin ti bia ni a vn c tiu th
mnh nht chim a s th phn,trong tng lai khi thu nhp v mc sng ca
ngi dn Vit Nam ngy cng cao,thi dng sn phm cao cp s cng c u
chung hn.
Sabeco
Lindoanhnh mybiaVit NamHabeco
Bia ThanhHo
Sanmiguel Vit Nam
Lindoanhbia ng
Bia Hu
LDVinamilk vad SABMillerMt s Nh sxBia khc
(Ngun : Vatgia.com)
Biu 1 : Th phn mt s nh sn xut bia Vit Nam
Cng ty Bia Hu chim th phn kh ln trong th trng Bia Vit Nam.c bit
sn phm Bia FESTIVAL ra i phc v cho cc Festival quc t ti Hu vo
nm 2000, 2002, 2004, 2006 v c ngi tiu dng rt hoan nghnh. Hin naynhn hiu FESTIVAL ang c khuych trng rng ri trn khp c nc.
Bia FESTIVAL c ng chai trong chai 330ml mu liu, trang nh c cht
lng cao v l nhn hiu bia cao cp ca Cng ty Bia Hu. Trong tng lai, khi
Hu tr thnh thnh ph Festival, nhn hiu bia FESTIVAL cng s tr thnh
loi bia l hi c o, cao cp ca Vit Nam.
Sinh vin: L Nguyn Ngc Linh 21
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Kha lun tt nghip GV: ThS. V Th Mai H
CHNG 2 : THC TRNG TH TRNG TIU TH SN PHM
FESTIVAL BEER TRN A BNG TNH THA THIN HU
2.1 Tng quan v cng ty Bia Hu
2.1.1 Lch s hnh thnh v pht trin
Ngy 20/10/1990, Nh my Bia Hu c thnh lp theo Quyt nh s 402
Q/UB ca UBND tnh Tha Thin Hu vi hnh thc x nghip lin doanh c
vn gp t cc n v quc doanh v ngoi quc doanh trong tnh v vay vnngn hng. S vn u t ban u ca Nh my l 2,4 triu USD.
Ngay sau khi c thnh lp, sn phm u tin ca Nh my l Bia Huda
c sn xut theo cng ngh tin tin nht ca hng DANBREW CONSULT,
an Mch nhanh chng c mt trn th trng, p ng c nhu cu ca
ngi tiu dng trong c nc.
Nm 1994, Nh my tin hnh lin doanh vi hng bia Tuborg International
(TIAS) v qu cng nghip an Mch dnh cho cc nc pht trin (IFU) ti
giy php s 835/GP ngy 6/4/1994 vi t l gp vn Vit Nam 50%, an Mch
50%. y thc s l mt bc ngot trng i trong qu trnh pht trin ca n
v. T y, Nh my Bia Hu chnh thc mang tn Cng ty Bia Hu.
Do cht lng sn phm lun m bo, gi thnh hp l, c khch hng
a chung nn mc d sn lng cung ng ca Cng ty Bia Hu lun tng mnh
nhng vn khng p ng nhu cu ca th trng. T cng sut ban u l 3
triu lt/nm, n nm 2003 cng sut a ln 50 triu lt/nm, nm 2007 cng
sut ln n gn 110 triu lt/nm. V vy, ngay t nm 2005, d bo c
nhu cu ngy cng gia tng ca khch hng, nht l trong nhng thi im
"nng" nh: l hi Festival, ma h, ma tt, ngy l, ma bng ..., Cng ty
tin hnh xy dng thm mt nh my bia ti Khu cng nghip Ph Bi vi cng
sut 100 triu lt/nm. Ngy 29/4/2008, Nh my chnh thc c khnh thnh
Sinh vin: L Nguyn Ngc Linh 22
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Kha lun tt nghip GV: ThS. V Th Mai H
v nhng m bia u tin m phong v Hu ra i trong s n cho ca
tt c ngi tiu dng.
Bn cnh vic khng ngng nng cao cht lng v i mi mu m cc
nhn hiu bia, Cng ty Bia Hu lun ch trng n cng tc qung b, gii thiu
sn phm. Nh vy, sn phm ca Cng ty c khch hng rt tin dng v gn
b, khng ch ti min Trung m cn vn xa n cc tnh thnh pha Nam, pha
Bc v Ty Nguyn.Khng ch tp trung vo vic chim lnh th trng trong
nc, cng tc xut khu cng c Cng ty quan tm ngay t nhng nm u
tin thnh lp. Sn phm Bia Huda c mt ti th trng M t nm 1994. n
nay, th trng xut khu ca Cng ty c m rng ra nhiu nc khc trnth gii nh: Anh, Php, Ty Ban Nha, c, Canada, Indonesia, Malaysia,
CHDCND Lo, Campuchia...Nm 2007, Cng ty Bia Hu c nhng thnh tch
xut sc vi sn lng t 108 triu lt, tng 25,13% so vi nm trc; doanh thu
t 1.059 t ng, tng 31%; np ngn sch 529 t ng, tng 14,75%, chim
hn 1/3 tng thu ngn sch ca tnh Tha Thin Hu.
2.1.2. c im t chc qun l sn xut ca cng ty
a C cu t chc v b my qun l ca cng ty Bia Hu
Cng ty bia Hu l mt cng ty lin doanh,hch ton c lp,c t cch
php nhn,chc nng ch yu ca cng ty l sn xut v tiu th cc loi
bia.Nhng thnh tu m cng ty t c trong thi gian qua l nh cng ty c
s i mi,sng to trong cng tc qun l.B my qun l ca cng ty t chc
theo kiu trc tuyn chc nng.
Trong cng ty ng u l hi ng qun tr do cc bn c ra vi nhim v l
hoch nh cc chnh sch,chin lc pht trin ngn hn v di hn ca cng
ty, c cc chc danh ch cht trong cng ty.Nhim k hot ng qun tr tu
thuc vo quy nh trong iu l lin doanh: i vi cng ty bia Hu nhim k
hot ng l 3 nm.Ch tch hi ng qun tr hin nay l ngi nc ngoi.
Tng gim c :do hi ng qun tr bu ra iu hnh cng ty,tng
gim c chu trch nhim trc HDQT v kt qu kinh doanh ca cng ty v
chu trch nhim trc nh nc v vn lin quan n php lut hin hnh.
Sinh vin: L Nguyn Ngc Linh 23
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Kha lun tt nghip GV: ThS. V Th Mai H
Trong tng cng ty mc phn cp qun l cho cc phng ban tng i
cao,bo m tnh t ch,linh hot cho cc b phn,cho php nng cao tnh
chuyn mn ca tng b phn v gn trch nhim vi kt qu cui cng t
c.C cu t chc b my ny mc d mi b phn iu c chc nng ring
bit,tuy nhin chng li c mi quan h mt thit vi nhau,h tr nhau cng tham
mu cho tng gim c ra quyt nh ng n nhm thc y hot ng kinh
doanh pht trin mang li li nhun cho cng ty.
S 1 C cu t chc ca cng ty Bia Hu
: Quan h chc nng: Quan h trc tuyn
(Phng nhn s cng ty Bia Hu)
Sinh vin: L Nguyn Ngc Linh 24
Hi ng qun tr
Tng gim c
G
Ti chnh
G
K thut
G
Tip th
G
Nhn s
Phngtichnh
P.Xlnmen
P.Xnu
Phngkhochvt t
Phngthnghim
KhoP.Xchit
P.XCin
Bphntnghp
Phngtipth vtiuth
Bphnvnth
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Kha lun tt nghip GV: ThS. V Th Mai H
b.c im v chng loi sn phm ca cng ty TNHH Hu Bia
Hin nay cng ty bia Hu ang tin hnh sn xut v tiu th ti th trng
trong nc v nc ngoi mt s sn phm mang nhn hiu khc nhau.c im
chng loi sn phm ca cng ty bia Hu c th hin qua bng sau :
Bng 1 : c im sn phm ca cng ty bia Hu
Stt Tn sn phm Hnh
thc
Quy
cch(lt)
S lng
(chai,lon/thng)1 Huda 50cl Chai 0.5 202 Huda 35.5 cl Chai 0.355 243 Huda lon Lon 0.33 244 Festival Chai 0.33 245 Hue beer Chai 0.33 246 Hue bia xut khu Chai 0.33 247 Bia ti Lt 1 18 Huda 45 cl Chai 0.45 209 Carlsberg bia Chai 0.33 24
(Phng bn hng ca cng ty Bia Hu)
Chng loi sn phm ca cng ty rt a dng v phong ph nhm p ng y
v kp thi nhu cu cng nh th hiu ca ngi tiu dng.Hin ti sn phm ca
cng ty rt c khch hng a chung nht l Huda chai,lon v bia Festival.Bia
Huda chim 80% v Festival chim 16% tng sn lng tiu th cn li l cc
loi khc.
Nm 1998 tnh hnh th trng c nhiu bin ng,cc hng bia ln u t
vo th trng Hu nh SaiGon beer,Larue.Th trng Hu ng trc nguy c
b thu hp.trc tnh hnh th ban lnh o cng ty lp tc nghin cu cho ra
i sn phm ph hp vi th hiu thng thc bia cao cp ca ngi dn v
l nguyn nhn cho ra i sn phm bia Festival vo dp l hi Festiva ln u
tin t chc Hu (nm2000) .Ch sau mt thi gian ngn bia ny c th
trng chp nhn v sau 9 nm,hin nay sn lng bia ny chim 16% tng sn
lng tiu th ton cng ty v nhn hiu Festival i vo nhn thc ca ngi
tiu dng Hu nh l mt nhn hiu bia cao cp ca a phng.Tuy nhin i
vi th trng khc th thng hiu bia Festival vn cha c qung b rng
Sinh vin: L Nguyn Ngc Linh 25
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Kha lun tt nghip GV: ThS. V Th Mai H
ri.Ngi tiu dng ngoi Tnh Tha Thin Hu ch bit nhiu n sn phm
Huda beer m thi.
c, c im,quy trnh cng ngh v t chc dy chuyn sn xut
Ton b dy chuyn sn xut bia l do i tc nc ngoi chuyn giao,ngoi
ra cn c cc thit b nh l nhp t cc nc khc t tiu chun quc t.
Ton b dy chuyn sn xut bia c chia thnh 3 giai on thc hin ni
tip v khp kn t u cho n ra thnh phm.
Giai on nghin nu :nguyn liu chnh l Malt v go.c a vo
my nghin thnh bt.Sau khi nghin xong c hai li c trn vi nhau theo t
l 4 go 1 Malt theo mt s ho cht v nc ri nu hn hp bng ni nu,nhit nu cng cc thng s k thut c nh sn.Sau 8 gi s cho dch nha,dch
nha c a qua bnh lc gm 2 bc
Bc 1 : Lc thu phn cho ra nc nha u,sau dng nc
nng ra li b cho nc nha cui cng.
Bc 2 : Nu nc nha vi hoa Hoplon cho tht si n khi c v
c trng,sau dch ny c a qua thng lc ly tm lng trong v gi lnh
ln men.
Giai on ln men : Dng men ln men dch nu,iu chnh dch nu
theo nhit tiu chun k thut trong qu trnh ln men.Lc ny ng v cc
cht c ngm men thnh bia,ng thi c cacbonit ho tng v v to
bt.Thi gian ln men l 12 ngy,bia c gi trong thng lnh 8h sau qua h
thng lc,bia trong s c a n dy chuyn chit.
Giai on chit bia thnh sn phm : Dy chuyn c b tr thnh
hnh ch U (tu din tch),mt u bc v bia ln bng ti dn n my ra chai
sau n my chit ri n my thanh trng c nhit 60-700
C v n my
ng np,dn nhn v ra bia thnh phm.
S 2 : Quy trnh sn xut bia ca cng ty TNHH Bia Hu
Sinh vin: L Nguyn Ngc Linh 26
Ho cht Ni MaltNi Go
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Kha lun tt nghip GV: ThS. V Th Mai H
2.1.3 Tnh hnh ngun lc ca cng ty Bia Hu
a Tnh hnh lao ng
Sinh vin: L Nguyn Ngc Linh 27
NiHupblon
Hn hp
Thng lng
Thng go
Thng lm
Thanhtrng
Men vo
ThngMalt
V chai,kt
Mynghin
My chicbia
Mynghin
Thng bia
My lc
Thng x
Thnhphm
Dn nhn
Kim tra
Ra chai
X men
Chai
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Kha lun tt nghip GV: ThS. V Th Mai H
Lao ng l mt trong nhng ngun lc quan trng i vi mt DN, c
bit l DN sn xut. Tnh hnh lao ng ca Cng ty TNHH Bia Hu c th
hin qua bng sau:
Bng 2 Tnh hnh lao ng ca Cng Ty Bia Hu qua ba nm 2007-
2009
CH TIU2007 2008 2009 2008/2007
2009/2008
Gitr
%Gitr
%Gitr
% +/- %+/-
%
Tng s laong 497 100 534 100 547 100 37 7,44
13 2,43
Phn theo gii tnhNam 389 78,3 411 77,0 420 78,6 22 5,66 9 2,19N 108 21,7 123 23,0 127 21,4 15 13,9 4 3,25Phn theo tnh cht cng vicLao ng trctip 286 57,6 298 55,8 303 55,4 12 4,20 5 1,68Lao ng gintip 211 42,5 236 44,2 244 44,6 25 11,9 8 3,39
Phn theo trnh vn hai hc, trn i
hc 162 32,6 178 33,3 180 34,4 16 9,88 2 1,12Cao ng, trungcp 131 26,4 142 26,6 145 27,6 11 8,40 3 2,11Cng nhn 204 41,0 214 40,1 222 38,0 10 4,90 8 3,74
(Ngun: Phng nhn s Cng ty TNHH Bia Hu)
Xt bng 2 ta thy tng s lao ng ca cng ty Bia Hu tng dn qua ba
nm. C th nm 2008 tng 37 ngi (tng ng tng 7,44% so vi nm 2006),
nm 2009 tng 13 ngi (tng ng tng 2,43%) so vi nm 2008. S d c s
gia tng ny l do quy m sn xut ca cng ty ngy cng c m rng, c bit
l nh my bia Ph Bi va mi c a vo hot ng u nm 2008 nn
cng ty phi b sung thm s lng lao ng tip tc p ng c yu cu
sn xut kinh doanh ca cng ty.
Xt theo gii tnh: lao ng nam lun chim t trng cao hn so vi lao
ng n. T l gia lao ng nam so vi lao ng n qua thng xuyn mc l
8/2. iu ny l hon ton hp l bi c im hot ng kinh doanh ca cng ty
Sinh vin: L Nguyn Ngc Linh 28
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Kha lun tt nghip GV: ThS. V Th Mai H
l sn xut tiu th cc loi bia nn i hi nhng ngi lao ng phi c sc
khe tt mi c th d dng vn chuyn, lu thng hng ha. Tuy nhin li c
mt s cng vic i hi tnh cn thn v k cng ph hp vi ph n nh cng
vic vn phng, k ton,... nn t l lao ng n cng tng qua ba nm. C th,
nm 2008 lao ng n tng 13,9% so vi nm 2007 (lao ng nam tng 5,66%),
nm 2009 lao ng n tip tc tng 3,25% so vi nm 2008 (lao ng nam tng
2,19%).
Xt theo tnh cht cng vic,s lao ng trc tip nm 2008 tng 12
ngi,v lao ng gin tip 2008 tng 25 ngi,trong khi s lao ng trc tip
nm 2009 tng 5 ngi v s lao ng gin tip tng 8 ngi,nh vy s laong nm 2009 tng ln khng ng k trong ch yu l s lao ng gin
tip.T l lao ng trc tip v lao ng gin tip l tng ng nhau. Tuy
nhin qua ba nm tr li y, do cng ty u t thm nhiu loi my mc, p
dng thnh tu khoa hc k thut vo hot ng sn xut nn t l lao ng gin
tip c xu hng tng nhanh hn so vi lao ng trc tip.
Xt theo trnh vn ha, t l lao ng ph thng c xu hng gim
dn qua ba nm. Bn cnh t l cc lao ng c bng trung cp, cao ng trln c xu hng tng dn.So vi nm 2008 nhn vin co trnh cao ng ,i
hc tng 5 ngi tng ng vi 3,23%Mc d bin ng khng nhiu, nhng
cng cho thy cng ty ang ch trng n cng tc o to, tuyn dng nhn vin
c trnh nghip v gip cho nh qun l.
Qua 3 nm ta thy i ng lao ng ca cng ty c s bin ng tng do quy
m sn xut ca cng ty ngy cng c m rng v nhu cu tiu th bia trn th
trng ngy cng cao.y l mt tn hiu ng mng,phn no cho thy vic
kinh doanh cu cng ty ang tin trin v quy m v hiu qu kinh doanh ngy
cng tng ln.
b Tnh hnh vn kinh doanh ca cng ty qua 3 nm 2007-2009
Vn kinh doanh l yu t u tin then cht i vi mi cng ty,mc tiu
quan trng nht ca vic s dng vn v ti sn l m bo cho qu trnh sn
xut kinh doanh c tin hnh bnh thng v hiu qu cao.Trong nhng nm
qua,cng ty Bia Hu khng ngng tng vn p ng mc tiu m rng sn
xut kinh doanh.Cng ty Carlsberlg ng gp 50% c phn cn li 50% vn do
Sinh vin: L Nguyn Ngc Linh 29
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Kha lun tt nghip GV: ThS. V Th Mai H
Vit Nam ng gp.T bn 3 ta thy rng, n phi tr ca cng ty nm 2008 so
vi nm 2007 gim 22,05% v nm 2009 so vi nm 2008 tng 21,07 %, iu
ny cho ta thy rng qua 3 nm mc tng n phi tr vn mc n nh,chng t
cng ty vn duy tr mc hot ng n nh trc nhng bin ng ca thtrng,y l du hiu tt th hin b my lm vic ang hot ng c hiu qu.
Vn kinh doanh ca cng ty nm 2008 gim 5,97 %so vi nm 2007 ,nhng
bc sang nm 2009 th tng 31.62 % so vi nm 2008.Nh vy qua 3 nm tuy
mc tng vn khng iu qua cc nm,c s st gim vo nm 2008, nhng vo
nm 2009 thy r ngun vn kinh doanh ca cng ty tng mnh, cng ty
m rng quy m,nng cao sn xut,y l mt du hiu ng mng,cho thy
cng ty ang c nhng chin lc pht trin cng ty v c chiu rng ln chiu
su.
Trong ngun vn ch s hu nm 2008 tng 22,05 % so vi nm 2007,v
nm 2009 gim 21,07 % so vi nm 2008,chng t cng ty y mnh lin
doanh,xoay vn t cc ngun t bn ngoi,bn c phn,a c phiu ca cng ty
ln sn giao dch,y l mt bc nhy ho nhp vi nn kinh t theo c ch
th trng,vn c huy ng nhanh,p ng c nhu cu u t pht trin ca
cng ty.y l kt qu tt,cng ty ngy cng tin b trong cng tc huy ng
vn u t sn xut kinh doanh.(Xem bng 3)Vic phn tch tnh hnh ngun vn ca cng ty cho ta thy r rng,nm 2007-
2008 trc nhng thch thc t bn ngoi,nn kinh t th gii ang ri vo suy
thoi nghim trng,Cng Ty Bia Hu l mt cng ty ln chu nh hng khng
nh,bng chng l trong 2 nm 2007-2008 cng ty kinh doanh thc s cha
t hiu qu mong mun,ngun vn kinh doanh gim st,n phi tr thp
hn,trong khi vn ch s hu tng.Bc sang nm 2009 khi nn kinh t th
gii dn dn n nh tr li,th cng ty vi nhng chnh sch,chin lc ph
hp, nng cao hot ng sn xut kinh doanh,mang li hiu qu cao.y lmt tn hiu tch cc,v nt bi hc kinh nghim cho cng ty sau ny, ch
ng ng ph trc nhng thch thc t th trng.
:
Sinh vin: L Nguyn Ngc Linh 30
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Kha lun tt nghip GV: ThS. V Th Mai H
Bng 3 Tnh hnh vn ca cng ty TNHH Bia Hu qua 3 nm 2007-2009
CH TIU2007 2008 2009
SO SNH (%)
2008/2007 2009/2008Gi tr % Gi tr % Gi tr %
N PHI TR 280.059 38,05 110.755 16 337.68137,0
7 -22,05 21,07
N ngn hn 275.267 37,4 105.32115,2
2 302.52933,2
1 -22,18 17,99Phi tr ngi bn 92.704 12,6 44.366 6,41 64.510 7,08 -6,19 0,67
Ngi mua tr tin trc 7.527 1,02 1.315 0,19 25.989 2,85 -0,83 2,66Thu v cc khon phi np NN 118.410 16,09 19.793 2,86 79.620 8,74 -13,23 5,88Phi tr cng nhn vin 1.683 0,23 4.364 0,63 8.926 0,98 0,4 0,35Chi ph phi tr 43.722 5,94 10.272 1,48 24.958 2,74 -4,46 1,26
Cc khon phi tr, phi np khc 11.220 1,52 25.212 3,64 98.52710,8
2 2,12 7,18Vay v n di hn 4.792 0,65 5.434 0,79 35.152 3,86 0,14 3,07Vay di hn 0 0 0 0 29.736 3,26 0 3,26D phng tr cp thi vic 4.792 0,65 5.434 0,79 5.417 0,59 0,14 -0,2
VN CH S HU 455.959 61,95 581.349 84 573.257 62,93 22,05 -21,07
Vn ch s hu 455.959 61,95 581.349 84 573.25762,9
3 22,05 -21,07
Vn u t ca ch s hu 216.788 29,45 216.78831,3
2 216.788 23,8 1,87 -7,52
Sinh vin: L Nguyn Ngc Linh 31
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Kha lun tt nghip GV: ThS. V Th Mai H
Qu u t pht trin 0 0 0 0 239.17126,2
6 0 26,26
Li nhun cha phn phi 239.171 32,5 364.56152,6
7 117.29812,8
8 20,17 -39,79TNG NGUN VN 736.018 100 692.104 100 910.938 100 -5,97 31,62
(Ngun: Phng k ton Cng ty TNHH Bia Hu)
Sinh vin: L Nguyn Ngc Linh 32
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Kha lun tt nghip GV: ThS. V Th Mai H
2.1.4 Kt qu hot ng kinh doanh ca cng ty qua 3 nm 2004 n 2006
Trong nn kinh t th trng, mi doanh nghip tu tng thi k pht trin
m c nhng mc tiu khc nhau. Tuy nhin, mc tiu hng u v mang tnh
sng cn trong sut qu trnh hot ng ca doanh nghip l ti a ho li nhun.
V vy, cc doanh nghip rt quan tm n vn v nhn t nh hng n li
nhun ca doanh nghip mnh. Phn tch kt qu hot ng kinh doanh l cng
vic c tin hnh theo nh k gip cho cc nh qun tr thy r hn s bin
ng ca li nhun v nguyn nhn ca n, ng thi nh gi hiu qu kinh
doanh ca doanh nghip.
Doanh thu ca cng ty nm 2008 tng 21,72 % tng ng 230.164 triung.iu ny cho chng ta thy tuy vo thi im 2007-2008 tuy nn kinh t
th gii ang ri vo suy thoi,nhng doanh thu ca cng ty vn tng mnh,do
cng ty c nhng chnh sch hp l,ng ph vi ri ro t th trng.y mnh
cc hot ng xc tin bn hng,cc chng trnh hot ng x hi,nng cao hot
ng sn xut kinh doanh.
Doanh thu tiu th ca cng ty tng ng k c bit vo nm 2009 c th l
tng 29,15% so vi nm 2008 tng ng vi mc tng 375.906 triu ng.Docc nguyn nhn,nn kinh t th gii pht trin tr li,mc tng trng kinh t
ca Vit Nam vn pht trin bnh thng,mc sng,nhu cu ca ngi dn ngy
cng cao,ngi tiu dng dn dn chuyn sang nhu cu cao hn,tho mng cuc
sng ngy cng pht trin.Trc nhng c hi t bn ngoi,cng ty bit tn
dng ngun lc ca mnh,nng cao,m rng sn xut kinh doanh,y mnh hot
ng xc tin,phn phi sn phm.
c bit vo nm 2009 cu v nhiu loi sn phm tng mnh,l mt sn
phm tiu dng tt yu,cng ty nhn thc r vn v c nhng chin lc
y mnh tiu th,t bit l sn phm Festival vo nm 2009 doanh thu tiu th
tng trng 170%.Vic kt hp nhng c hi t bn ngoi vi ni lc sn c
bn trong,doanh thu tng ln l mt du hiu cho thy cng ty kinh doanh hiu
qu.
Sinh vin: L Nguyn Ngc Linh 33
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Kha lun tt nghip GV: ThS. V Th Mai H
Bng 4 : Kt qu hot ng kinh doanh ca cng ty qua 3 nm
n v : Triu ng
CH TIU 2007 2008 2009SO SNH2008/2007 2009/2008
% %Tng doanh thu 1.059.536 1.289.700 1.665.606 230.164 21,72 375.906 29,15Cc khon gim tr 393.688 530.447 691.281 136.759 34,74 160.834 30,32Doanh thu thun 665.847 759.253 974.325 93.406 14,03 215.072 28,33Gi vn hng bn 328.985 416.329 543.027 87.344 26,55 126.698 30,43Li nhun gp 336.863 342.924 431.298 6.061 1,8 88.374 25,77Doanh thu ti chnh 19.963 9.132 11.210 -10.831 -54,26 2.078 22,76Chi ph ti chnh 2.377 5.080 4.862 2.703 113,71 -218 -4,29Chi ph bn hng 89.379 114.589 153.988 25.210 28,21 39.399 34,38Chi ph qun l doanh nghip 27.758 32.560 42.297 4.802 17,3 9.737 29,9Li nhun thun t HKD 237.312 199.828 241.362 -37.484 -15,8 41.534 20,78Thu nhp khc 4.969 199 460 -4.770 -96 261 131,16Chi ph khc 9.404 38.087 4.083 28.683 305,01 -34.004 -89,28
Li nhun trc thu 232.876 161.939 237.739 -70.937 -30,46 75.800 46,81Chi ph thu TNDN hin hnh 67.346 36.549 40.441 -30.797 -45,73 3.892 10,65Li nhun sau thu TNDN 165.530 125.390 197.298 -40.140 -24,25 71.908 57,35
(Ngun: Phng k ton Cng ty TNHH Bia Hu)
Sinh vin: L Nguyn Ngc Linh 34
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Kha lun tt nghip GV: ThS. V Th Mai H
Chi ph c chiu hng tng ln qua 3 nm,c th nm 2008 so vi nm
2007 chi ph bn hng tng 28,21% tng ng vi 25.210 triu ng,chi ph qun
l doanh nghip tng 17.3% tng ng vi 4.802 triu ng,nm 2009 so vi
nm 2008,chi ph bn hng tng 34,38 % tng ng vi 39.299 triu ng,chi ph
qun l doanh nghip tng 29.9 % tng ng vi 9.737 triu ng,chi ph thu
cng tng 10,65 % tng ng vi 3.892 triu ng.Vi mc tng ny cho thy
doanh thu vn cao,doanh nghip c u t b chi ph ng ch,lm n c hiu
qu cao,chi ph tng nhng doanh thu cng tng mnh,nh vy y l mt du
hiu cho thy cng ty ang c nhng chin lc trong qun l chi ph hp l.
Do nn kinh t ang c phc hi v i vo pht trin sau thi gian chunh hng ca cuc khng hong kinh t th gii,nn gi vn bn hng qua 3
nm c nhng bin ng khng nh.Nm 2008 tng 26,66 % tng ng vi
87.344 triu ng nm 2009 tng 30,43 % tng ng vi126.698 triu ng,nh
vy ta thy rng qua 3 nm c s bin ng ln v gi vn bn hng do cuc
khng hong xng du th gii khin gi nguyn vt liu v cc chi ph khc tng
ln ng k.
Tng li nhun sau thu cng c bin ng r rt qua tng nm,c th l nm
2008 gim 24,25 % tng ng vi 40.140 triu ng so vi nm 200 7,nhng
bc sang nm 2009 li nhun sau thu li tng vt bc l 57,35 % tng ng
vi 71.908 triu ng,chng t rng cng ty chu nh hng rt ln ca cuc suy
thoi nn kinh t th gii vo nm 2008,v sau khi nn kinh t c dn dn
phc hi vo nm 2009 cng ty li lm n c hiu qu,y l du hiu tt v cng
ty nn rt kinh nghim c nhng chin lc tt hn i ph vi tnh trng nn
kinh t b suy thoi.
Nhn tng qut ta thy rng qua 3 nm tnh hnh kinh doanh ca cng ty c
nhng thay i ng k,do chu nh hng ca s suy thoi nn kinh t th gii
vo nm 2008,nh hng n hot ng sn xut kinh doanh ca cng ty,nn vo
nm ny cng ty kinh doanh cha t hiu qu cao,bc sang nm 2009,cng ty
c nhng tin b vt bc,kinh doanh c hiu qu,thc y sn xut m rng
kinh doanh.
Sinh vin: L Nguyn Ngc Linh 35
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Kha lun tt nghip GV: ThS. V Th Mai H
2.2 Phn tch thc trng tiu th sn phm bia Festival trn a bn tnh
TT Hu.
2.2.1 Phn tch tnh hnh tiu th sn phm Festival qua 3 nm 2007-2009
2.2.1.1Phn tch khch hng mc tiu
Tiu th l giai on cui cng ca qu trnh chu chuyn vn ca Cng ty.
Hng c xem l tiu th c khi Cng ty nhn c tin hng t tay ngi
tiu th cui cng.y cng l giai on quan trng th hin s pht trin ca
mt cng ty.
Cng ty TNHH bia Hu ra i t nm 1990,v sn phm ca cng ty dn
dn chim lnh c th trng min trung v Ty Nguyn ng thi khngngng m rng th trng ra cc vng khc trn t nc Vit Nam,c bit
xut khu sn phm ra nc ngoi.Khi x hi ngy cng pht trin,mc sng ca
ngi tiu dng ngy cng cao,nhm p ng th hiu tiu dng cng ty
khng ngng i mi cng ngh v cho ra i 2 dng sn phm c xem l cao
cp l Hue Beer v Festival bia,ti y cng ty d nh cho ra mt loi bia dnh
cho ph n p ng nhu cu ngy cng cao ca x hi.
L loi bia ra i phc v cho dp Festival quc t ti Hu vo nm 2000,
2002, 2004, 2006,2008 c th trng rt hoan nghnh, v hin nay nhn hiu
ang c khuych trng rng ri. Bia FESTIVAL c ng chai trong chai
330ml mu liu, trang nh c cht lng cao v l nhn hiu cao cp ca Cng
ty. Khi Hu tr thnh thnh ph Festival ca Vit Nam, nhn hiu bia Festival
cng s tr thnh loi bia l hi c o, cao cp nht.
Sn phm Festival bia l loi sn phm hng vo i tng khch hng c
thu nhp kh,v c bit c dng trong cc dp l hi,cc hot ng vui
chi.c bit vo ma l hi Festival th thng hiu ca loi sn phm ny cng
c nng cao.Vi hnh dng v th tch nh gn ph hp cm v ung bng
chai,th hin s nng ng ng cp khi s dng sn phm.
C th thy sn phm bia Festival gn vi hot ng l hi Festival ca
Hu,nhng khng phi v vy m ch n ma l hi mi tiu th sn phm
Sinh vin: L Nguyn Ngc Linh 36
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Kha lun tt nghip GV: ThS. V Th Mai H
ny,m hu nh sn phm bia Festival ang c s dng rng ri vo hu ht
cc th gian trong nm.
Bng 5 Phn khc th trng bia Vit Nam nm 2009
Phn khc bia % Khi lng tiu
th
% Gi tr tiu th Gi tin VND/lt
Bia hi 40 27 10000
Bia tit trng
ng lon hoc
chai
46 50 15000
Bia thng hng 14 23 30000
(Diendankinhte.com.vn)
Bng 6 Gi bn ca Festival bia
Tn sn phm Dung tch Gi bn/chai Gi bn VND /lt
Festival bia 0,33 lt 6500 19696
(Ngun: Phng tip th Cng ty TNHH Bia Hu)
Qua vic so snh 2 bng ta nhn thy rng gi bia Festival nm trong
khong 15000 VND< 19696 VND < 30000 VND
Yu t kt hp trn cho ta thy rng khch hng mc tiu ca sn phm bia
Festival l nhng ngi c thu nhp trung bnh kh tr ln,vi mc sng ngycng cao,liu sn phm bia Festival c tr thnh i th cnh tranh ca Huda bia
khng.Chng ta s i vo phn tch c th tnh hnh tiu th sn phm ca
Festival bia trong 3 nm 2007,2008,2009.
Sinh vin: L Nguyn Ngc Linh 37
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Kha lun tt nghip GV: ThS. V Th Mai H
2.2.1.2 Phn tch tnh hnh tiu th qua 3 nm 2007 2009 ca sn phm bia
Festival.
Sn phm bia Festival ra i vo nm 2000 nhng trong nhng nm gn y
chim mt phn trong trng trong tng khi lng tiu th ca cng ty TNHH
Bia Hu.
Bng 7 : Tnh hnh tiu th Festival bia theo sn lng bn 2007-2009
Tn sn
phm 2007 2008 2009
2007/2008 2009/2008+/- % +/- %
Festival
(kt)
652334 623081 1164055 -29316 -4,49 540974 86,8
Festival
(triu )
84804 80992 151152 -3812 -4,49 70160 86,8
(Ngun: Phng bn hng Cng ty TNHH Bia Hu)
Nm 2008 sn lng tiu th bia Festival gim mnh,so vi nm 2007 s
lung gim 29316 kt,tng ng vi 4,49%,tuy vo nm 2008 c l h
Festival,y l mt l hi ln,ngi dn tiu dng nhiu,nhng s lng tiu th
vn gim do mt vi nguyn nhn sau y,nm 2008 nn kinh t th gii ri vo
suy thoi nghim trng,mc tiu dng ngi dn trong nc gim mnh,nguyn
nhn ny nh hng rt ln n kh nng tiu th sn phm bia ca cng ty,th
hai vo thi im nm 2008 thi tit kh hu khc nhit,ma lnh ko di cng lmt nguyn nhn dn n s st gim.Mt khc vo nm ny sn phm Hue Beer
c y mnh tiu th trong a bn,dn n c s cnh tranh,gy ra nh
hng n tnh hnh tiu th bia Festival trn a bn Tnh TT Hu,ngoi ra cn
mt s yu t cnh tranh khc nh bia Heniken,Tiger,Si Gn .
Vo nm 2009 khi m nn kinh t th gii ang dn dn khi phc,th sn
lng bia Festival tng mt cch mnh m,so vi nm 2008 th nm 2009 sn
lng tiu th tng 540974 kt tng ng vi 86,8 %,y l mt du hiu ng
Sinh vin: L Nguyn Ngc Linh 38
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Kha lun tt nghip GV: ThS. V Th Mai H
mng,chng t sn phm Bia Festival lm n trong nm 2009 cc k c hiu
qu,r rng vi mc tng 86,8% cho ta thy rng sn phm Festival ngy cng
c s dng rng ri hn,nm 2009 c nhng iu kin thun li thc y tiu
th sn phm Festival,mc sng ngi dn trn a bn Tnh TT Hu ngy cng
cao,nhu cu thay i,nm 2009 thi tit kh,nng,l iu kin tt cho vic s
dng Bia,ngy nay khi m cuc sng ngy cng hin i,nhu cu th hin ng
cp ca phi N cng c nng cao,sn phm Bia Festival trong tng lai s
cng c s dng rng ri hn.y cng chnh l mc tiu chin lc ca ton
cng ty,nh v Festival s l sn phm ch lc dn dn thay th Huda Bia.
c bit trong 3 nm 2007 -2009 tuy tc tng gim v mt tiu th cnhng chuyn bin,nhng gi bn sn phm Festival th khng h thay i.
Bng 8 : Gi bn sn phm Bia Festival theo gi cng ty tnh theo kt
Tn sn
phm
n v tnh 2007 2008 2009
Festival ng/kt 130000 130000 130000
(Ngun: Phng Marketing Cng ty TNHH Bia Hu)Vi s thay i v mc tiu th,nhng gi bn sn phm khng h thay i
khin doanh thu tiu th cng bin ng trong mt mc tng i.Nm 2008
gim 3812 triu ng tng ng vi 4,49 %,mc gim v doanh thu cho thy
thc trng kinh doanh khng hiu qu ca cng ty.ng trc nhng bin ng
ca th gii,thch thc ca th trng,cng ty khng c nhng chin lc ph
hp dn n vic gim st,bc sang nm 2009 c nhng bc tin,tng
trng mnh m,c th nm 2009 doang thu tng 70160 triu ng,vic tn dng
c hi ca th trng kt hp vi im mnh ca cng ty,cng ty tng doanh
thu tiu th sn phm bia Festival ln cao,xu hng trong tng lai,Festival bia
s nh v,v l sn phm ch yu trn a bn Tnh TT Hu. nm c th hn
v tnh hnh tiu th bia Festival qua 3 nm 2007-2009,ta i vo phn tch s liu
tiu th tng thng qua 3 nm :
Sinh vin: L Nguyn Ngc Linh 39
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Kha lun tt nghip GV: ThS. V Th Mai H
Bng 9 : Sn lng tiu th theo thng ca Festival bia
Thng 2007 2008 2009 Ki Ki/K01 5390190 5886370 11184103 7486897 0.9016
2 6731920 4154540 8102808 6663093 0.8024
3 5513690 6230380 11027772 7590614 0.9141
4 6167980 6989450 10903542 8020324 0.9671
5 6117150 7587710 11457442 8387343 1.0101
6 8750330 6983038 10704726 9012698 1.0854
7 8986163 7261930 13071474 9773189 1.1772
8 8904880 7619300 13562354 10028844 1.2078
9 7530380 6990620 11394714 8638565 1.0403
10 6536920 6884150 10945789 8122286 0.9782
11 6496490 6824150 10372708 7897782 0.8489
12 7677410 7474870 10913310 8688530 1.0464
Tng
TB
66771728
5564310
80992340
6749362
151151948
12595995
99638672
8303223
(Ngun: Phng bn hng Cng ty TNHH Bia Hu)
Sinh vin: L Nguyn Ngc Linh 40
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Kha lun tt nghip GV: ThS. V Th Mai H
0
0 . 2
0 . 4
0 . 6
0 . 8
1
1 . 2
1 . 4
c h i s
1 2 3 4 5 6 7 8 9 1 0 1 1 1 2
t h a n
Biu 2 : Ch s sn lng theo thng ca Festival Bia 2007 2009
Qua 3 nm 2007-2009 v ch s thi v bng 9,ta thy rng vo cc
thng 1,6,7,8 ,12 mc tiu th tng mnh.y l nhng thng c mc tiu th
cao nht trong nm,do vo nhng thng ny l nhng thng cao im,l nhng
dp l,tt,v nhng thng ma h c nhu cu gii kht tng mnh,c bit vo
mu gii bng EURO 2008 ,Tiger cup, y mnh tiu th sn phm bia
Festival,l mt loi bia dnh cho l hi si ni,cc hot ng vn ho ththao.Vo nhng thng ,12 cc i l bt u c xu hng tr bia bn vo dp
tt Nguyn n l mt dp l hi c mc tiu dng cao nht trong nm.
Tnh hnh bin ng mnh m,nhng nhn chung khi i su vo phn tch ,ta
thy rng sn phm Bia Festival vn theo ma v,cng ty cn nm bt c nhu
cu khch hng mt cch tt nht.Trong tng lai cng ty cn c nhng chin
Sinh vin: L Nguyn Ngc Linh 41
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Kha lun tt nghip GV: ThS. V Th Mai H
lc ph hp, a Festival tr thnh 1 sn phm nng ct trong tng lp khch
hng c thu nhp trung bnh kh tr ln.
2.2.2 Phn tch thc trng t chc phn phi
2.2.2.1 Mng li phn phi
Sn phm ca doanh nghip mun n tay ngi tiu dng cui cng phi
thng qua giai on phn phi. Phn phi l vn quan trng trong hot ng
sn xut kinh doanh. Vic phn phi tt s m bo cho vic vn ng hng ho
din ra nhanh chng, kp thi v d dng hn. Vic la chn knh phn phi nh
th no s nh hng rt ln n cc quyt nh khc ca Cng ty, tc ng trc
tip n hiu qu hot ng kinh doanh ca Cng ty.Trong nn kinh t ngy nay hu ht cc nh sn xut khng bn hng ho trc
tip cho ngi tiu dng cui cng m cc ch doanh nghip thng s dng cc
trung gian a sn phm ca mnh n ngi tiu dng cui cng nhm t
hiu qu cao trong hot ng kinh doanh. Cng ty bia Hu cng khng nm
ngoi xu th . Sn phm ca Cng ty bia Hu khng bn trc tip cho ngi
tiu dng cui cng m thng qua mt h thng cc cc trung gian nh i l cp
1, cp 2, im bn, ngi bn l. Cng ty ch qun l cc i l cp 1, khng c
quan h trc tip vi cc i l cp 2 v cc im bn l. Cc i l cp 1 ca
Cng ty s chu trch nhim trong vic phn phi sn phm li cho cc i cp
thp hn, cc im bn v ngi tiu dng cui cng.
Cc i l th trng pha Nam c s gim st v mt v th trng
khng cn i l chnh thc ca Cng ty. Do sn phm ca cng ty cha c
ngi tiu dng cc th trng ny bit n nhiu, phn ln khng hp gu
ca ngi tiu dng, cng nh phi chu s cnh tranh mnh m ca cc hng bia
khc lm cho sn lng tiu th nhng th trng ny rt thp. Chnh nhng
iu ny lm cho cc i l y khng mn m lm vi vic lm i l nn
nhiu ngi chm dt hp ng vi Cng ty.
Trung bnh mi i phn phi sn phm cho khong 5 i l cp 2, khong
hn 20 im bn l, qun n,
Sinh vin: L Nguyn Ngc Linh 42
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Kha lun tt nghip GV: ThS. V Th Mai H
Hin nay,sn phm Bia Festival c phn phi rng khp hu ht cc i l
cp 1 ca cng ty trn a bn Tnh TT Hu,ngoi thnh ph Hu l ch o,cng
ty cn tin hnh phn phi ti cc im nng du lch nh Lng C,Thanh
Tn,Bch M,v c bit l vng ngh mt bin Thun An,Vinh Hin.
Tm li, th trng tiu th sn phm Bia Festival ca Cng ty ngy cng
c m rng, mng li bn hng c phn b rng khp chng t s ln
mnh v pht trin khng ngng. thy r hn hot ng phn phi ca cng
ty chng ta tin hnh phn tch cc knh phn phi m Cng ty v ang s
dng.
2.2.2.2 Cc knh phn phi ch yuVic xc nh v la chn knh phn phi sn phm sao cho c hiu qu nht
l vic lm tng i kh khn i vi bt k mt doanh nghip no. Trong
nhng nm qua knh phn phi gin tip ca Cng ty hot ng tng i c
hiu qu, ch yu s dng knh cp 2. Knh phn phi ca Cng ty c th
hin qua s di y:
S 3: Knh phn phi ca Cng ty bia Hu
(Phng bn hng cng ty Bia Hu)
S trn cho thy Cng ty phn phi cho cc i l chnh (i l cp 1)
trong v ngoi tnh, khng phn phi trc tip v khng c quan h vi cc i l
cp 2 v cc thnh phn trung gian cn li cng nh khch hng l ngi tiu
dng cui cng. i l cp 1 phn phi hng cho i l cp 2, ri i l cp 2
Sinh vin: L Nguyn Ngc Linh 43
imbn
NGI
TIU
DNG
CUI
CNG
i lcp 2
i lcp 2
CNG
TY
BIA
HU
i lcp 1
i lcp 1
i lcp 1
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Kha lun tt nghip GV: ThS. V Th Mai H
phn phi sn phm cho cc im bn nh l,siu th, nh hng, khch sn, qun
n, cc ca hng bn l v ngi tiu dng. Vi knh phn phi ny c li l vic
phn phi khng b x nh, c th qun l cht ch khch hng ca Cng ty. Tuy
nhin Cng ty kh c th kim sot c gi bn ca cc i l. c nhiu i
l bn ph gi nhn hoa hng v hng khuyn mi, to ra s cnh tranh
khng lnh mnh nh hng n li ch ca nhiu i l khc.
Ngy nay khi mng li siu th bn l rng khp,v trong tng lai y l
mt knh phn phi mi v cc k quan trng,chim 70-80 % hng ho tiu
dng,c bit l cc mt hng nh v thng hiu cao cp nh Festival bia,cng
ty nn c nhng chnh sch thch hp lin kt vi cc siu th trng by snphm,y mnh tiu th.
2.2.2.3 Cc chnh sch trong phn phi sn phm
a Tiu chun la chn i l
Sn phm Festival ca Cng ty t khi ra i cho n nay rt c khch hng
a chung bi cht lng tt, uy tn cao, gi c phi chng, S lng cc c
nhn mun lm i l cho Cng ty rt nhiu. c th kim sot knh phn phi
ca mnh mt cch c hiu qu Cng ty thc hin chnh sch phn phi chn
lc. i vi i l cp 1: Mua hng trc tip ti Cng ty, l nhng bn hng
chnh, quan trng i vi Cng ty nn Cng ty c s la chn rt k lng v
cn thn. Mun tr thnh i l ca Cng ty khch hng phi hi t cc iu
kin sau y:
- C ti sn th chp tng ng 30.000.000 ng
- a im kinh doanh l nh mnh, khng c thu mn
- Nh mt tin rng, c in thoi, a im giao hng phi nm trn
quc l 1A nu khng ch c php cch 5km.
- Khng phi i l ca bt k hng bia no khc.
- Doanh s 1 qu t ti thiu 1200.000.000 ng.
- C ni d tr tt.
b V phng thc thanh ton
Sinh vin: L Nguyn Ngc Linh 44
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Kha lun tt nghip GV: ThS. V Th Mai H
Trong nhng nm qua, Cng ty bia Hu thc hin phng thc mua t
bn on vi cc i l cp 1. Cc i l ny s nhn hoa hng theo phn trm
doanh s mua. V gi th cc i l c th iu chnh linh hot theo nhu cu th
trng nhng di s ch o ca Cng ty. Cng ty ch bn cho nhng khch
hng c v kt v tin hng theo ng nhu cu mua hng. Thc t chnh sch
ny to iu kin cho khch hng c th iu phi c ngun vn ca mnh
mt cch c hiu qu hn. Ngoi ra c th tip tc kinh doanh th chnh bn thn
cc i l phi c trch nhim hn trong vic thu hi v kt v tin n t chnh
khch hng ca h. Thc t th trng chng minh l mt chnh sch rt
hiu qu trong giai on hin nay.c V mc chit khu
Mc chit khu (hay mc hoa hng) m cc i l cp 1 c hng bao
gm c mc chit khu danh ngha (tnh theo phn trm doanh s) v % hao ht
v kt (tnh theo % gi bn c VAT). Do mi Cc thu c cch tnh thu khc
nhau nn Cng ty ra cc mc chit khu khc nhau cho tng vng th trng
gip cho cc i l trnh i phn no thu phi np. Hoa hng ny c cc
i l nhn vo cui mi qu, mc hao ht v kt c nhn vo cui nm. Tu
theo bin ng th trng m Tng Gim c quyt nh mc chit khu bao
nhiu l thch hp cho cc i l. iu ny c tho thun trong hp ng
vi i l
Bng 10: Mc chit khu ca Cng ty dnh cho cc i l cp 1
Th trngMc chit khu
thc t
Mc chit khu
danh ngha% hao ht v kt
H Tnh, Vinh 3% 1,5% 1,5%Thnh ph HCM, H
Ni5% 3% 2%
Cc th trng khc 3% 2% 1%( Ngun s liu phng tip th Cng ty bia Hu)
d V h tr vn chuyn
Sinh vin: L Nguyn Ngc Linh 45
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Kha lun tt nghip GV: ThS. V Th Mai H
Hin nay, Cng ty vn chuyn sn phm ch yu bng ng b vi phng
tin vn chuyn l xe ti ln. Cng ty c i xe tng i hng hu vi nhiu ti
trng khc nhau t 1,5 tn n 15 tn, ch yu vn chuyn cho cc i l ngoi
tnh. Trong , c 9 chic xe ca i l cp 1 hp ng vi Cng ty. Tt c cc
xe ny ch c chuyn ch sn phm ca Cng ty nu vi phm hp ng tc
chuyn ch bia khc khng c s cho php ca Cng ty th s b x l theo
hp ng. Hin nay, Cng ty vn chuyn min ph cho cc i l cc th trng
m sn phm ca Cng ty cha c tiu th mnh.
Vi chnh sch giao hng tn ni nh th khuyn khch v to iu kin
cho cc i l xa tiu th nhiu sn phm ca Cng ty, t tng kh nngcnh tranh sn phm trn th trng. Vi s lng xe nh vy, Cng ty lun m
bo s lng hng kp thi cho cc i l mt cch nhanh nht ti kho ca h.
Chnh sch ny gp phn bnh n gi bn trn th trng.
e Cc hot ng h tr bn hng
Cc hot ng h tr bn hng l nhng hot ng c tc dng h tr v y
nhanh tc tiu th sn phm ca doanh nghip bi v n s gip cho khch
hng tim nng c nhng thng tin cn thit v doanh nghip, v sn phm h
c iu kin tip cn, tm hiu v dng th sn phm ca doanh nghip, t
thy c s tin ch trong vic s dng sn phm ca doanh nghip. Cng ty bia
Hu c cc hot ng h tr sau:
- H tr qung co
Bn cnh s h tr vn chuyn, Cng ty cn tng cng h tr cho cc i l
v qung co nh bng hiu, hp n, hng qung co nh m, o ma, ly,
khay. Khi c yu cu ca cc i l v vic trang cp cc bng hiu, hp n,
dng c qung co th Cng ty s xem xt v thc hin. Vi vic lm ny gip
cho sn phm ca Cng ty c qung b mt cch rng ri.
Qung co l mt hnh thc truyn t thng tin ca sn phm n khch
hng mt cch thun li nht. Qung co trn tivi c s kt hp gia hnh nh,
m thanh, c ng nn n thu ht c gic quan ca ngi xem. y l cng c
ch yu ca Cng ty trong vic thu ht khch hng. Bn cnh hnh thc ny
Sinh vin: L Nguyn Ngc Linh 46
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Kha lun tt nghip GV: ThS. V Th Mai H
Cng ty cn tng cng qung co trn cc bo, tp ch c uy tn, xy dng trang
web ring qung b hnh nh sn phm n mi ngi.
- Cc hot ng khuyn mi
y mnh hot ng tiu th sn phm Cng ty thng xuyn a rt
nhiu chng trnh khuyn mi hp dn c trc tip v gin tip dnh cho cc i
l, gip h bn hng tt hn. Hu ht cc thng trong nm Cng ty u c cc
chng trnh khuyn mi tng bia cho cc i l khi mua s lng ln hay tng
ly, khay, d ng, o, m, qut ng Vo cc thng gn Tt Cng ty thng t
chc thi ua bn hng gia cc i l vi nhng phn thng c gi tr ln nh
10 i l ng u s nhn c 15.000.000 ng, 10 ngi tip theo nhn c10.000.000 ng, y l cc hot ng kch thch cc i l mua hng ca
Cng ty.
cc th trng xa Cng ty cng thng xuyn a ra nhiu chng trnh u
i dnh cho cc i l cp 2 nh mua 10 tng 1, khuyn mi cho m ci, hay
thng cho ngi mi gii, nhm y mnh vic tiu th sn phm.
Nh vy, i vi cc trung gian phn phi, doanh nghip khng ngng to
dng mi quan h cht ch theo khng gian. T gip doanh nghip tng thm
khch hng mi, gi khch hng c, gim chi ph, khai thc thng tin chnh xc,
khch quan.
- Cc hot ng ti tr
Trong sut qu trnh kinh doanh, Cng ty khng ngng c nhng hot dng
qung b tn tui ca mnh trn th trng. Chnh sch giao tip khuych trng
vi cc cng c h tr trc tip v gin tip c Cng ty thng xuyn nghin
cu s dng. Trong hot ng ni bt nht l ti tr cho i bng Huda
Hu, xy nh tnh ngha cho m Vit Nam anh hng,
Vi cc hnh thc ny hnh nh ca Cng ty ngy cng c ch ng trong
lng khch hng. Bn cnh , hng nm Cng ty thng xuyn tham gia cng
nh ti tr cc hi ch thng mi trong v ngoi tnh hnh nh ca Cng ty,
ca sn phm c khch hng bit n.
Sinh vin: L Nguyn Ngc Linh 47
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Kha lun tt nghip GV: ThS. V Th Mai H
c bit trong nhiu nm qua, mi k L hi Festival Cng ty t chc rt
thnh cng cc L hi bia Hu c khch du lch trong v ngoi nc nh
gi rt cao. Nh th, sn phm ca Cng ty c khch hng nhiu ni bit n,
yu thch v tin dng.
- Xy dng i ng tip th
nh v bia Festival tr thnh bia a phng cao cp, Cng ty bia Hu
cho hnh thnh i ng tip th bia Festival trong thi gian u c mt mt s
th trng mnh, ngi dn c thu nhp cao nh Hu, Nng,.. i ng ny
c Cng ty tuyn chn k lng. H l nhng c gi tr trung, nng ng, bit
cch giao tip vi khch hng qung b hnh nh sn phm.i vi nhn vin tip th Cng ty a ra cc mc lng, mc thng, mc
khong hp dn khuyn khch h bn nhiu hng cho khch hng.
Tm li nh p dng nhng chnh sch ng n trong phn phi sn phm
lm cho hiu qu phn phi sn phm ca Cng ty ngy cng tng ln mt cch
r rt. pht huy hn na Cng ty nn tip tc nghin cu xut nhng chnh
sch mi, tn dng s pht trin ca khoa hc cng ngh k thut qun l
mng li phn phi hiu qu hn. .
2.2.3 Phn tch hot ng xc tin bn hng ca cng ty
Hot ng xc tin bn hng gp phn a sn phm ca cng ty Bia Hu
n vi ngi tiu dng nhiu hn.Chi ph b ra kh ln nhng hiu qu thu li
cng khng nh.
Ngy nay vi s xut hin nhiu hng bia khc nhau,ngi tiu dng c th
thoi mi la chn cc loi sn phm khc nhau,v h lun lun c th tip xc
vi cc hot ng xc tin bn hng.Vic cng ty Bia Hu ch trng n hot
ng Marketing gp phn gy dng hnh nh ca mnh i vi khch hng,qua
thu ht khch hng n vi sn phm ca cng ty.
Sinh vin: L Nguyn Ngc Linh 48
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Kha lun tt nghip GV: ThS. V Th Mai H
Bng 11 Chi ph marketing cu cng ty TNHH Bia Hu 2007-2009
n v : triu ng
Ch tiu 2007 2008 2009 2008/2007 2009/2008
+/- % +/- %
Qung co
trn truyn
hnh
4368 4125 6325 243 105,5 2200 153,3
Qung co
trn bo ch
1891 2201 3451 310 116,4 1250 156,1
Ti tr 8345 10052 17810 1707 120,5 7758 177,5
Nghin Cu
th trng 1040 2159 3876 1119 207,8 1717 179,5
Hng qung
co 12785 17652 25178 4867 138 7526 142,6Cc chng
trnh khuyn
mi 11024 16452 26540 5428 149,2 10088 161,3Chi ph tip
th bn hng 35898 36865 53650 967 102,7 16785 145,5
(Ngun: Phng Marketing Cng ty TNHH Bia Hu)
Qua 3 nm ta thy chi ph cho hot ng qung co trn truyn hnh v bo
ch c nhng bin i,nm 2008 chi ph qung co trn truyn hnh gim, c th
l gim 243 triu ng,tng ng vi 105,5%,nhng vo nm 2009 li tng r rt
2200 triu ng ,tng ng vi 153,3%.Tng t chi ph qung co trn bo ch
tng qua 3 nm,tng116,4% vo nm 2008,v 156,1 % vo nm 2009.Qua cho
Sinh vin: L Nguyn Ngc Linh 49
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Kha lun tt nghip GV: ThS. V Th Mai H
ta thy qua 3 nm 2007-2009 cng ty u t thm vo hot ng qung
co,thc y s pht trin ca th trng.
Hot ng ti tr cng l mt hot ng quan trng trong qu trnh xc tin
bn hng.Nm 2008 chi ph ti tr tng 120,5 % tng ng vi 1707 triu
ng,th hin s tch cc trong cng tc y mnh,pht trin tiu th.Nng cao
gi tr thng hiu trong lng khch hng.
c bit qua bng s liu ta thy r chi ph nghin cu th trng ca cng ty
qua 3 nm tng ng k,tng 207,8 % vo nm 2008 v 179,5 % vo nm
2009,iu ny chng t cng ty ang ch trng vic nghin cu th trng,nhm
nm bt c nhu cu,th hiu ca khch hng,nhm a ra nhng chin lchp l.
Cc chng trnh khuyn mi c t chc thng xuyn chim mt phn
chi ph kh ln v tng dn qua cc nm,c th vo nm 2008 tng149,2% tng
ng vi 5428 triu ng,vo nm 2009 li tng 10088 triu ng tng ng
vi 161,3 %.Chi ph cho khuyn mi tng ln,mc ch y mnh tiu th sn
phm ca cng ty, t c mc doanh thu cao nht.
Nhn chung chi ph cho hot ng xc tin,Marketing tng qua 3 nm l tn
hiu ng mng,th hin cng ty quan tm nhiu hn n hot ng
Marketing,qua gip cng c hnh nh,thng hiu ca cng ty,thc y tiu
th sn phm.
2.2.4 nh gi hiu qu tiu th ca sn phm Festival
Sn phm bia Festiaval ca cng ty bia Hu ra i t nm 2000,t khi ra i
sn phm bia Festival ngy cng c c v tr cao trong lng ngi dn trn a
bn Tnh TT Hu,v trong tng lai s tr thnh loi bia mang phong cch t
trng ca Hu,qua cc nm sn lng tiu th cng tng ln ng k,gi c cng
thay i theo tng thi k,v th li nhun cng gp phn khng nh trong tng
li nhun ca cng ty Bia Hu.
Sinh vin: L Nguyn Ngc Linh 50
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Kha lun tt nghip GV: ThS. V Th Mai H
Bng 12 T sut li nhun qua 3 nm
n v : T ng
Nm FestivalLN DT LN/DT(%)
2007 1801,86 8480,42 21,13
2008 2341,31 11024,42 21,12
2009 3864,86 18962,4 20,03
(Ngun: Phng k ton Cng ty TNHH Bia Hu)
Nhn vo bng ta thy rng vic y mnh tiu th sn phm bia Festivalca cng ty TNHH Hu Bia gp phn khng nh trong vic y manh doanh
thu v li nhun ca ton cng ty.
T xut sinh li trn mt ng vn b ra,gip cng ty nhn nhn c vic
s dng hiu qu ng vn qua cc nm,hin nay cng ty Bia Hu t c
nhng bc tin ln trong vic tiu th sn phm ca mnh, l s gia tng v
sn lng v gi tr tiu th nhng cn c s nhn nhn v li nhun thu c
trn mt ng doanh thu b ra qua nh gi li qu trnh sn xut kinh doanhca doanh nghip.
Nm 2009 tuy sn lng tiu thu tng mnh nhng mc tng li nhun trn
mt ng doanh thu li gim,do qua 3 nm,mc gi th trng tng ln,nhng vi
chin lc trong tng lai l sn phm ch o,nng ct trn a bn Tnh TT
Hu,nn cng ty vn c chnh sch gi nguyn gi l 130000/ket cho i l,iu
ny l nguyn nhn chnh dn n kt qu gim li nhun trn 1 ng doanh
thu,bn cnh do chi ph qung co,xc tin bn hng tng cao,gi nguyn vt
liu u vo tng cng l mt nguyn nhn dn n kt qu trn.
Tm li qua 3 nm sn lng tiu th sn phm bia Festival trn i bn
tnh TT Hu Ngy cng tng v c mt s lng v gi tr,iu ny khn nh
Festival dn dn tr thnh sn phm c nhiu khch hng tin tng la
chn,v xu hng trong tng lai sn phm bia Festival dn dn pht trin mnh
m chim c th phn ln trong th trng Bia ca tnh nh..
Sinh vin: L Nguyn Ngc Linh 51
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2.3 Phn tch th trng t cm nhn ca khch hng v sn phm bia
Festival ca cng ty TNHH Hu bia.
tin hnh iu tra,ti tin hnh pht phiu iu tra khch hng trn a bn
Tnh TT Hu,vi a im iu tra cc nh hng v qun nhu bnh dn.Tng
s phiu pht ra l 110 phiu,trong c 6 phiu khng hp l,kt qu thu v
104 phiu.Vi s liu thu thp c sau qu trnh iu tra,ti tin hnh tp hp
nh sau:
2.3.1 Xc nh khch hng mc tiu
Gii tnh
Tng xut Phn trm(%) Phn trm tch lu
NamN
Tng
7628
104
73.126.9
100.0
73.1100
( Xem bng ph lc)
Biu 3 : T l v gii tnh
Biu gii tnh
Nam
N
Qua s liu iu tra ta thy rng t l nam gii vo nh hng,qun nhu cao hn
so vi n gii, nam chim 73,1%trong tng s,n chim 26,1% trong tng s.
Tui
Sinh vin: L Nguyn Ngc Linh 52
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Kha lun tt nghip GV: ThS. V Th Mai H
Tng xut Phn trm Phn trm tch lu
Trn 50 tuiT 20 n 50 tuiDi 20 tui
Tng
286610
104
26.963.59.6
100.0
26.990.4100.0
(Xem bng ph lc)Biu 4 : T l v tui
trn 50
t 20-50
di 20
T l khch hng trong tui t 20 -50 tui chim 63,5 %.R rng qua s liu
iu tra hin ti,th khch hng mc tiu ca sn phm Bia Festival l Nam gii
l ch yu,v trong tui t 20-50 tui.Tuy vy trong tng lai khi x hi ngy
cng pht trin,nhu cu s dng ung c cn ca n gii s tng cao.
2.3.2 Xc nh loi sn phm khch hng s dng
Huda BeerTng xut Phn trm Phn trm tch lu
ChnKhng chnTng
5351104
51.049.0100.0
51.0100.0
Festival Beer
Tng xut Phn trm Phn trm tch lu
ChnKhng chnTng
6341104
60.639.4100.0
60.6100.0
Sinh vin: L Nguyn Ngc Linh 53
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Kha lun tt nghip GV: ThS. V Th Mai H
Hu Beer
Tng xut Phn trm Phn trm tch lu
ChnKhng chn
Tng
4100
104
3.896.2
100.0
3.8100.0
Cc Loi khc
Tng xut Phn trm Phn trm tch lu
ChnKhng chn
Tng
797
104
6.793.3
100.0
6.7100.0
(xem bng ph lc)
Trn a bn Tnh TT Hu,sn phm Huda bia v Festival bia vn ng vai
tr ch o,vi tng s iu tra l 104 phiu,th c n 51% khch hng la chn
s dng bia Huda v 60,6% la chn s dng sn phm Festival,Hue bia 3,8%
v cc loi khc l 6,7 %.R rng sn phm Festival ang c nhng bc tinng k,s lng khch hng s dng Festival kh cao.
Mc thng xuyn s dng
Tng xut Phn trm Phn trm tch lu
T 1-2 ln/tunT 3-4 ln /tunTrn 4 ln/ tun
kin khc
Tng
363119
18
104
34.629.818.3
17.3
100.0
34.664.482.7
100.0
(Xem bng ph lc)Vi mc s dng 1-2 ln/tun l 34,6%,3-4 ln/tun l 31%,v trn 4
ln/tun l 19%,r rang th trng bia kh kh quan,mc s dng cao,y l
mt c hi tt,cc doanh nghip bit nm bt c hi,y mnh sn xut v tiu
th s c hiu qu trong kinh doanh.
2.2.3 Mt s cm nhn ca khch hng v sn phm Bia Festival
Sinh vin: L Nguyn Ngc Linh 54
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Kha lun tt nghip GV: ThS. V Th Mai H
Sau khi phn tch s liu,ta c kt qu nh sau:
Kim nh One-sample T Test,vi gi tr kim nh bng 3 ta c kt qu nh sau:
One-Sample Statistics
Tiu ch Gi tr trung bnh Sig.(2-tailed)
Nhu cu s dng
Kiu dng,nhn mc
Cht lng sn phm
3.8654
3.7308
4.0577
0.000
0.000
0.000(xem bng ph lc)
- nh gi v nhu cu s dng ca khch hng trong tng lai vi 5 mc
nh gi : chc chn khng s dng- khng s dng-bnh thng- s dng-
chc chn s dng.
Ta c gi thit H0 : M0 = mc bnh thng
H1 : M1 M0 = Mc bnh thng
Vi gi tr kim nh Test Value l 3,v tin cy l 95%.
Ta c gi tr Sig l 0.000
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Cm nhn chung v cht lng sn phm Bia Festival c 5 mc nh gi:
Rt khng hi lng-khng hi lng-bnh thng- hi lng-rt hi lng.
Ta c H0 : M0 = mc bnh thng
H1 : M1 M0 = Mc bnh thng
Vi gi tr kim nh Test Value l 3,v tin cy l 95%.
Gi tr Sig l 0.000
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Kha lun tt nghip GV: ThS. V Th Mai H
CHNG 3 : MT S GII PHP NHM PHT TRIN TH TRNG
TIU TH I VI SN PHM BIA FESTIVAL CA CNG TY TNHH
BIA HU
3.1 C s xut gii php
3.1.1 nh gi chung t thc trng
Festival beer l mt sn phm xm nhp vo thi trng dnh cho i
tng c thu nhp t trung bnh kh tr ln trong x hi.Khch hng mc tiu m
Festival hng n l nam gii tui t 25 n 50 tui Hu, khch du lch, vmt s th trng nng ng nh Nng, Khnh Ho, y l la tui c sc
cng hin ti a cho x hi. L tui kt ni lin hon t s nng ng tr
trung, si ni n s c kt kinh nghim, thng tin trong s nghip n s
thnh t v chn chn.
Qua 3 nm 2007-2009 ta thy rng sn lng tiu th sn phm Festival ca
cng ty TNHH Bia Hu ngy cng tng,c bit vo nm 2009 vi mc tng trn
170 %,do mc sng ca ngi dn ngy cng tng,nhu cu th hin ng cp x
hi cng c th hin,ngi tiu dng c xu hng chuyn t loi sn phm bia
hng trung sang loi sn phm bia cao cp hn.
Qua thc th iu tra,nhn bit c nhu cu khch hng ngy cng c nhng
bin i su sc hn,ngi tiu dng dn dn ch n ng cp khi s dng sn
phm hn l ch trng n mc tha mng v vt cht.Qua iu tra khch
hng cc qun nhu,nh hng,xu hng tiu dng sn phm Festival ngy cng
cao,ngay c trong la tui hc sinh,sinh vin bt u tip xc v s dng cng
nhiu hn.
Trong tng lai,sn phm bia Festival s c nh v l sn phm ch
yu,truyn thng ca Hu,v sn phm Huda s xm nhm vo cc th trng
tnh ngoi.
3.1.2 Phn tch SWOT
1.im mnh.
Sinh vin: L Nguyn
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