hoàn thiện công tác kiểm soát bán hàng
TRANSCRIPT
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CHUYN TT NGHIP I HC THNG MI
LI CM N
hon thnh chuyn ny em nhn c rt nhiu s gip t pha nh
trng, thy c, cc c ch anh ch trong cng ty. Li u tin em xin gi ti nhtrng li cm n v cung cp cho em nhng kin thc v chuyn ngnh qun
tr doanh nghip, cng nh to iu kin cho em c thi gian tip cn thc t.
c bit l li cm n chn thnh nht ti Thc s Hong Cao Cng. trong thi
gian vit chuyn em nhn c s hng dn tn tnh ca thc s Hong Cao
Cng, thy gip rt nhiu trong vic b sung v hon thin nhng kin thc
l thuyt cn thiu hon thnh bi chuyn mt cch tt nht
Qua y em cng xin gi li cm n ti qu cng ty TNHH sn xut v thng
mi tng hp Cao Sn c bit l cc c, ch, anh, ch trong phng kinh doanh
gip em tip cn vi thc t, thu thp ti liu, gp g cc phng ban, tm hiu
thc t v tnh hnh hot ng cng nh qu trnh pht trin ca cng ty, em
c cung cp nhng ti liu qu bu gip cho vic hon thnh chuyn ny.
Tuy nhin do thi gian, iu kin c hn v cch tip cn cn nhiu hn ch v
kin thc kinh nghim cho nn bi chuyn ny khng chnh khi nhng khim
khuyt, em rt mong nhn c s ng gp kin ca cc thy c chuyn
c hon thin hn
Em xin chn thnh cm n !
H Ni, Thng 5 nm 2010
Sinh vin
Nguyn Th Hng Huyn
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CHUYN TT NGHIP I HC THNG MI
CHNG 1
TNG QUAN V CNG TC KIM SOT BN HNG
TI CNG TY TNHH SN XUT V THNG MI TNG HP CAO SN
1. Tnh cp thit ca vic nghin cuTrong nn kinh t th trng c s iu tit v m ca nh nc hin nay s
cnh tranh gia cc doanh nghip din ra ht sc gay gt v khc lit. c th
tn ti v pht trin i hi cc doanh nghip phi khng ngng c s ci tin v
i mi trong hot ng kinh doanh m trong hot ng kim sot bn hng
ng vai tr rt quan trng. N l mt hot ng c th gn lin vi nghip v tc
nghip nhm thc y tiu th sn phm ca doanh nghip ang v s gp phitrong hot ng bn hng l iu kin tin quyt gip cho doanh nghip i ln.
ng thi vic nghin cu vn ny s to iu kin gip cho sinh vin ra trng
c th nm bt v c s hiu bit hn na v kim sot bn hng nht l i vi
sinh vin chuyn ngnh qun tr.
Nhn thc c vai tr v tm quan trng ca cng tc kim sot bn hng
trong doanh nghip kt hp vi tnh hnh thc tin ti cng ty TNHH sn xut vthng mi tng hp Cao Sn. Do vy trong qu trnh thc tp ti cng ty em
la chn ti : Hon thin cng tc kim sot bn hng ti cng ty TNHH
sn xut v thng mi tng hp Cao Sn lm chuyn ca mnh vi mong
mun c ng gp kin, a ra nhng gii php gip cng ty hon thin cng
tc kim sot bn hng t pht trin hn na th phn ca cng ty
2. Xc lp v tuyn b trong ti
L sinh vin chuyn ngnh Qun tr doanh nghip c nh trng trang
b cho nhng kin thc, l lun v nghin cu cng tc Qun tr. Trong thi gian
thc tp tt nghip ti Cng ty TNHH Sn xut Thng mi Tng hp Cao Sn,
em kho st v tm hiu thm nhng vn ca thc tin hot ng kinh doanh,
c bit l nhng kh khn trong hot ng bn hng ca Cng ty trong c ch th
trng.
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CHUYN TT NGHIP I HC THNG MI
V mt l thuyt: Chuyn tp trung gii quyt vn kim sot bn hng
ti Cng ty TNHH Sn xut Thng mi Tng hp Cao Sn. ng thi cng
nghin cu cc nhn t nh hng n hot ng kim sot bn hng.
V mt thc tin: Chuyn i nghin cu thc trng vn kim sot hot
ng bn hng ti Cng ty TNHH Sn xut Thng mi Tng hp Cao Sn. Pht
hin ra nhng tn ti v cc nguyn nhn ca nhng tn ti trong vic kim sot
hot ng bn hng ny l g. xut mt s gii php nhm hon thin cng tc
hot ng bn hng cho Cng ty TNHH Sn xut Thng mi Tng hp Cao Sn.
Vi mong mun c ng gp nhng kin, a ra nhng gii php gip
cng ty hon thin cng tc qun tr hot ng bn hng t c th cng c v
pht trin hn na th phn ca Cng ty, em la chn ti: Hon thin cng
tc bn hng ti Cng ty TNHH Sn xut Thng mi Tng hp Cao Sn.
3. Cc mc tiu nghin cu
Nghin cu ti ny nhm mc ch:
- H thng ho mt s l thuyt c bn v bn hng, v kim sot bn hng ti
doanh nghip thng mi. i su vo vic nghin cu hot ng kim sot bn
hng, quy trnh kim sot bn hng. Xem xt cc nhn t nh hng ti hot ng
bn hng ti doanh nghip. T lm c s cho vic nghin cu thc trng sau
ny.
- Phn tch thc trng v kim sot bn hng ti Cng ty TNHH Sn xut Thng
mi Tng hp Cao Sn, a ra vn m cng ty ang gp phi. Pht hin ra
nhng thnh cng v hn ch ca cng ty.
- T hon thin cng tc kim sot bn hng cho Cng ty TNHH Sn xutThng mi Tng hp Cao Sn nghin cu nhm p ng nhng mc tiu chin
lc pht trin ca cng ty, ca ngnh Thng mi thnh ph trong giai on cng
nghip ho hin i ho, v hi nhp kinh t quc t.
4. Phm vi nghin cu
Do gii hn v thi gian v iu kin nghin cu nn chuyn ch ch yu tp
trung nghin cu v hot ng kim sot bn hng.
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CHUYN TT NGHIP I HC THNG MI
V khng gian: ti gii hn nghin cu ti Cng ty TNHH Sn xut Thng
mi Tng hp Cao Sn.
i tng nghin cu l nhn vin bn hng, cc cn b gim st bn hng, v
tp trung nghin cu v cc sn phm tm p nhm.
V thi gian: nghin cu thc trng kim sot bn hng ti cng ty, s liu s
dng trong khong thi gian 3 nm t nm 2007 n 2009. Ngun s liu c
cung cp ti phng kinh doanh v phng hnh chnh nhn s ca Cng ty TNHH
Sn xut Thng mi Tng hp Cao Sn. Cc gii php y mnh kim sot bn
hng a ra p dng cho cng ty trong thi gian t nay n nm 2012.
5.Mt s khi nim v phn nh ni dung ca kim sot bn hng
5.1 Mt s khi nim v nh ngha c bn
5.1.1 Khi nim qun tr doanh nghip
Qun tr doanh nghip l s tc ng ca ch th qun tr ti i tng qun tr
(tp th ngi lao ng) t chc phi hp hot ng ca h trong qu trnh sn
xut kinh doanh ca doanh nghip.
Hay Qun tr doanh nghip l iu khin qun l s hot ng ca doanh nghip
nhm thc hin cc mc tiu ra mt cch hiu qu nht.
5.1.2 Khi nim qun tr nhn lc
Qun tr nhn lc l tng hp nhng hot ng qun tr lin quan n vic to
ra, duy tr, pht trin v s dng c hiu qu yu t con ngi trong t chc nhm
t c nhng mc tiu ca doanh nghip
5.1.3 Khi nim qun tr bn hng
Qun tr bn hng l qu trnh bao gm cc hot ng xy dng k hoch bnhng, t chc trin khai bn hng, kim sot bn hng (hot ng tiu th sn
phm), nhm thc hin mc tiu xc nh ca doanh nghip.
5.1.4 Khi nim kim sot
L qu trnh o lng qu thc hin, so snh cc tiu chun pht hin sai lch v
nguyn nhn, tin hnh cc iu chnh nhm lm cho kt qu cui cng ph hp
vi mc tiu xc nh5.1.5 Khi nim kim sot bn hng
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CHUYN TT NGHIP I HC THNG MI
Nh ta bit: Kim sot bn hng va l qu trnh kim tra cc ch tiu, va
l vic theo di cc ng x ca i tng
T Khi nim trn ta c th thy kim sot bn hng l qu trnh hai mt va
ch ng va b ng. Ch ng th hin vic o lng cc kt qu, cc ch tiu
khi mi vic ri, nhng ch ng vic lun lun hng v tng lai ca kim
sot, l pht hin nhng sai lch gia kt qu thc hin v kt qu mong mun
t lm r nhng nguyn nhn iu chnh m bo cho vic thc hin cc
mc tiu xc nh. Chnh v vy, nu xt c qu trnh th kim sot l hot ng
mang tnh ch ng ca nh qun tr
5.2 Phn nh ni dung
Phn nh ni dung nghin cu kim sot bn hng trong doanh nghip thng
mi
5.2.1. Quy trnh kim sot hot ng bn hng
S 1: Quy trnh kim sot hot ng bn hng
5.2.2. Ni dung ca quy trnh kim sot bn hng5.2.2.1. Kim sot hot ng bn hng
a. Xy dng cc tiu chun kim sot
Tiu chun l c s o lng kt qu hot ng bn hng bao gm nhm tiu
chun phn nh u ra v nhm tiu chun phn nh u vo ca hot ng bn
hng.
* Tiu chun u ra: l cc tiu chun nh: Doanh thu t hot ng bn hng;khch hng, li nhun hot ng bn hng, n t hng.
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Quy
trnhkim
sotbn
hng
Xy dng tiu chun kim sot
nh gi kt qu hot ng bn hng
iu chnh hot ng bn hng
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CHUYN TT NGHIP I HC THNG MI
* Tiu chun u vo (Tiu chun nn tng): Mt s tiu chun u vo tiu biu
k n bao gm: cc cuc tip xc, chi ph bn hng, s ln in thoi.
Cc tiu ch o lng kt qu hot ng bn hng cung cp mt s ngun thng
tin di do cho cng tc nh gi. Cc ch tiu ny c s dng so snh gia
cc nm, so snh vi tiu chun hn ngch xy dng, so snh vi s liu trung
bnh ca ngnh v s liu ca cc i th cnh tranh. Tng quan so snh s cho
php tm ra nhng sai lnh v nguyn nhn ca sai lch l c s quan trng tin
hnh hot ng iu chnh ph hp.
b. nh gi kt qu hot ng bn hng
* Yu cu nh gi kt qu hot ng bn hng
Th nht, kt qu nh gi phi hu ch c ngha l qu trnh nh gi phi cho
php nh qun tr bn hng tin hnh nh gi kt qu bn hng v t chc hot
ng iu chnh thch hp. Mun vy, n cn c t chc mt cch n gin v
thch hp vi iu kin, nhim v v yu cu ca ngi c lin quan.
Th hai, kt qu nh gi phi ng tin cy. c th so snh c theo thi
gian v so snh gia cc n v, cc ch tiu lin quan, cc kt qu cn phi nh
gi mt cch thun nht.
Th ba, kt qu nh gi phi khng lc hu hay ni cch khc l kt qu c th
s dng c phi m bo tnh thi gian, khng li thi.
Th t, nh gi kt qu hot dng bn bn phi m bo hiu qu kinh t.
Trong nh gi, cn phi ch n yu t chi ph. Cn phi tm ra im dng
thch hp trong khong cch gia nh gi qu nhiu v qu t, trong tiu chun
c bn l li ch ca cng ty v chi ph c n.* Phng php nh gi kt qu hot ng bn hng
- Phng php nh gi bng vic quan st cc d liu: Cc d kin nh lng, ti
chnh, k ton, l nhng d kin d o lng nht, nn chng thng c ch
trng. Tuy nhin cn phi nhn mnh, l khng c b qun nhng d nh
tnh, v chng tuy kh o lng nhng li thng c cung cp nhng thng tin
l th, bt ng v rt c ngha i vi cng vic ang kim sot. Cn phi mbo nm yu cu sau: th nht vic nh gi phi c tin hnh nh k u n,
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CHUYN TT NGHIP I HC THNG MI
th hai cc n v s dng trong nh gi phi thng nht, th ba cc quy tc s
dng trng h thng thng tin kim sot phi thng nht, th t cc cng c o
lng phi ng nht, th nm khng thay i ngi kim sot, iu ny cng
quan trng hn khi dng cc tiu chun nh tnh quan st.
- Phng php nh gi bng vic s dng cc du hiu bo trc: cn phi d
on trc v nhanh chng nhn bit cc du hiu, triu chng bo hiu nhng
trc trc ca hot ng bn hng. S trc trc m cc du hiu cung cp cho ta
bit c th do nhng nguyn nhn ch quan, c th do nguyn nhn khch quan.
Cn phi phn tch c th t trng hp.
- Phng php nh gi bng vic quan st trc tip v tip xc c nhn: Phng
php ny cho php nhanh chng nm bt c tnh hnh thc t v cm nhn c
nhng vn cn tim tng dng kh nng. V sc thi c ch, ng iu ging
ni ca nhn vin bn hng cung cp cho ta nhng thng tin v cm nhn m cc
phng tin khc khng c. Khi tip xc trc tip vi nhn vin bn hng cn gip
ngi nh gi c ci nhn ton din v ton b cng vic ca h v kim tra li
chnh h thng kim sot. Tuy nhin khi s dng phng php ny cng cn ch
cng vic kim sot c nguy c tr nn qu ti v chi ph kim sot ch th rt cao.
- Phng php nh gi bng vic d bo: D bo thay th cho vic nh gi
nhng kt qu cui cng trong nhiu trng hp cho php phn ng nhanh chng,
kp thi v do vy tng cng hiu qu ca kim sot.
Bn cnh nhng phng php nh gi truyn thng nn trn, hin nay cc
trung tm thng mi hin i thng kt hp vi cc phng php c s dng cc
loi thit b hin i theo di v kim sot hot ng bn hng trc tip vo thigian trc, trong v sau khi bn hng nh: h thng th t, h thng camera theo
di, h thng kim sot m vch, h thng thit b bo ng, S kt hp ny
lm cho kt qu kim sot c cp nht, chnh xc v h thng hn.
*Mt s cng c s dng nh gi kt qu bn hng
- Kt qu hot ng bn hng: nhng s liu phn nh kt qu hot ng bn hng
l mt cng c quan trng nh gi, c biu hin trong bo co kt qu hotng kinh doanh.- Ho n bn hng: thng c nhn lm 2 lin, mt lin giao
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CHUYN TT NGHIP I HC THNG MI
cho khch hng, mt lin lu ti doanh nghip. Cch ny khin cho vic kim sot
hot ng bn hng c c hai bn thc hin st sao.
- Th khiu ni hay phn nn ca khch hng: S lng th khiu ni t l nghch
vi hiu qu hot ng bn hng, v t l thun vi nhng n lc ci tin hot
ng bn hng.
- Th gp : thng c son tho theo mu sn, c v tr thun tin, d
ly thng gn ca ra vo.
c. iu chnh hot ng bn hng
iu chnh hot ng bn hng c thc hin xut pht t nguyn nhn dn
n sai lch gia kt qu hot ng bn hng c nh gi trn vi tiu chun
kim sot hot ng bn hng xy dng. C mt s cch thc iu chnh hot
ng bn hng c hnh thnh gn lin vi nguyn nhn cu sai lch.
Qu trnh kim sot pht hin ra nhng vn cho php kt lun nhng mc
tiu c hoch nh l cha y , cn b sung, hon chnh cho ph hp vi
tnh hnh thc t. Hot ng iu chnh y s l iu chnh mc tiu bn hng
d kin, iu chnh chnh sch bn hng.
Kt qu kim sot cho thy vn xut hin l nguyn nhn dn ti sai lch
xut pht t qu trnh hnh ng trin khai cng vic. iu chnh hot ng bn
hng y l iu chnh chng trnh hot ng.
Khi tin hnh so snh kt qu kim sot vi tiu chun kim sot l xut hin
nhng khong cch rt ln gia nhng g mong mun vi kt qu trong tng lai
c th t c, l do s thay i ln ca mi trng kinh doanh, s thay i vt
xa so vi d ton v tr tnh ban u. iu chnh hot ng bn hng y l tinhnh nhng hot ng d phng nhm chuyn hng kt qu tng lai hoc nh
hng n kt qu cng vic giai on sau.
Mt vn c khng nh l kh nng t iu chnh ca i tng kim
sot, do vy trong s trng hp, vn xut hin ri t n mt i v n c
gii quyt. Trong nhiu trng hp khng lm g c, ch ch i mt bin php
iu chnh hiu nghim nht. iu quan trng l phi nhn bit chnh xc lcno, trng hp no th p dng bin php ny.
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5.2.2.2. nh gi mc hon thnh cng vic ca lc lng bn hng
a. Cc tiu chun nh gi mc hon thnh cng vic
* H thng tiu chun nh lng (da trn kt qu): y l cc tiu chun c
s dng mt cch thng xuyn nht. Cc n v o lng kt qu chi lm hai
loi: n v o lng trc tip v t l.
- n v o trc tip: l nhng n v phn nh trc tip kt qu hot dng bn
hng ca nhn vin thng c n v tnh bng tin hoc n v tnh bng khch
hng.
- n v t l: l nhng n v xc nh trn c s so snh theo t l phn trm
gia doanh s bn vi mt n v khc phn nh kt qu hot ng bn hng. Cc
n v t l bao gm: th phn, t l thc hin nh mc, t l lun chuyn bn
hng, doanh s bn trn mt khch hng, tr gi trung bnh cho mt n t hng,
t l thnh cng vi i tng khch hng, vng quay ca ti sn..
* H thng tiu chun nh cht: (da trn hnh vi ng x): cho php nh qun tr
bn hng tp trung v nh gi hnh vi ng x ca nhn vin bn hng v qua
c th a ra nhng gii php nhm ci thin hnh vi ng x ca nhn vin. Cc
tiu chun ny c xc nh khng cn thng qua s kim sot trc tip vic thc
hin ca nhn vin bn hng ca doanh nghip. Ch tiu o lng c p dng
nh gi hnh vi ng x ca nhn vin l s ln ni chuyn v sn phm, hng
ho, dch v v c nhng vn lin quan n hot ng bn vi khch hng. y
chnh l ch tiu nh tnh nh gi nhn vin bn hng.
b. T chc nh gi mc hon thnh cng vic
nh gi mc hon thnh cng vic ca lc lng bn hng cng s gp chocc nh qun tr bn hng kim sot c qu trnh bn hng v c c s tin
hnh tuyn dng, hun luyn v i ng lc lng ny. M hnh phn nh vai tr
ca nh gi mc hon thnh cng vic ca lc lng bn hng c trnh by
trong hnh:
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S .2: nh gi nhn vin trong hot ng qun tr bn hng
nh gi mc hon thnh cng vic ca lc lng bn hng l cn thit cho c
doanh nghip v bn thn nhn vin bn hng. Tuy nhin vic nh gi ny khng
phi l cng vic n gin.
* Quy trnh nh gi mc hon thnh cng vic
nh gi mc hon thnh cng vic ca nhn vin bn hng c thc hin
theo quy trnh gm cc bc c bn sau:
S 3 Quy trnh nh gi mc hon thnh cng vic nhn vin hng hng
Bc 1:Xc nh mc tiu nh gi
Trong bc ny nh qun tr cn xc nh r mc tiu nh gi trn cc kha cnh:
cng vic no cn nh gi, cc k nng no cn nh gi, kt qu no cn nh
gi, mi lin quan gia chng vi cc mc tiu ca doanh nghip.Bc 2:n nh k vng cng vic
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Xc nh mc tiu nh gi
n nh k vng cng vic
Xem xt cng vic c thc hin
nh gi s hon thnh cng tc
Tho lun vic nh gi vi nhn vin
Thng tin
Khng thng tin
Thay i
Tho mn
Khng tho mn
CC NH HNG CHUNGK hoch ngun nhn lcTuyn dng, la chn v hun luynB p
Nng cp
NH HNG LN C NHNPhn hi ra mc chHnh vi ng x cng vic
Hiu qu t chcnh githc hin
Thc hinca nhnvin bnhng
Ti ng c / cc mc ch
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y l vic xc nh mt cch c h thng cc nhim v k nng cn thit thc
hin cng vic ca nhn vin bn hng vi mt k vng i vi nhn vin. Cc k
vng v kt qu cng vic l thc o nh gi mc hon thnh cng vic. i
vi hu ht cc v tr, cc k vng c th hin ba phm tr: cht lng, s
lng hoc nng sut lao ng, thi hn.
Bc 3:Xem xt cng vic c thc hin
Trn c s mc tiu nh gi o lng cng vic thc hin ca nhn vin. iu
quan trng trong bc ny l nh qun tr phi la chn c phng php xem
xt ph hp. Khng c phng php tt nht no cho mi i tng mi t chc.
Bc 4:nh gi s hon thnh cng tc
Tin hnh so snh gia kt qu vi mc tiu qua cho php nh qun tr bn
hng nh gi c mc hon thnh ca mi nhn vin bn hng vi cc mc
nh: im tt, tim nng, tn ti v cha thng nht.
Bc 5: Tho lun vic nh gi vi nhn vin
y l cng vic cui cng nhng cng l mt mt xch rt quan trng trong tin
trnh nh gi nng lc thc hin cng vic ca nhn vin bn hng bi qua
gip nh qun tr cng nh nhn vin nhn li mt cch khch quan v y hn
trc khi s dng kt qu ca qu trnh ny. Vic trao i gia nh qun tr v
nhn vin bn hng din ra c v ni dung, phm vi v kt qu v h c th cng
nhau a ra nhng gii php khc phc nhng tn ti, pht huy tim nng mang li
hiu qu cao trong hot ng kinh doanh ca doanh nghip. Tu theo mc ch ca
cuc tho lun v i tng nhn vin nh qun tr c th la chn mt trong ba
hnh thc sau:Tho mn thay i: p dng i vi NVBH hon thnh tt cng vic hin
ti nhng khng c iu kin thng tin. Cc nh qun tr lc ny phi tm ra cc
bin php khuyn khch nhn vin h tip tc duy tr v nng cao kt qu thc
hin cng vic bng cch to mi trng lm vic thun li, tng qu, khen
thng...
Khng tho mn - thay i: p dng i vi nhng NVBH khng p ngc cc tiu chun m phan tch cng vic nu, khng thc hin c hn
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ngch, kh nng tip xc khch hng km. Nh qun tr c cc cch gii quyt:
hng dn nhn vin cch sa cha, iu chnh sai st, o to li, chuyn sang
cng vic khc.
Tho mn thng tin: p dng i vi NVBH c tim nng, c nh gi l
mc hon thnh vng vic tt. Nh qun tr s tho lun vi h v: k hoch
ngh nghip, cc chng trnh hnh ng c th nng cao trnh chuyn
mn... to iu kin nhn vin thc hin nhng cng vic hoc chc v cao.
* Phng php nh gi mc hon thnh cng vic
- Phng php mc thang im: Cn gi l bng im c nh gi thng qua
mt th hay thng qua mt bng im mu lit l nhng yu cu ch yu i vi
nhn vin bn hng khi thc hin cng vic. Ngi nh gi in vo mu in sn
bng cch ghi k hiu vo mc ca mi yu t v ghi li nhn xt.
- Phng php xp hng: y l phng php n gin, c s dng tng i
ph bin. C th thc hin so sch cp hay xp hng lun phin. Phng php ny
gip nh qun tr d dng phn bit bng cch so snh nhng thi cc gii nht, ti
nht.
- Phng php ghi chp lu tr: Nh qun tr ghi li nhng biu hin quan trng
ca nhn vin: tch cc v tiu cc trong qa trnh thc hin cng vic. Vo thi
im cn thit khi nh gi nhn vin nhng thng tin s c s dng. Phng
php ny cng c ngha rt ln khi pht hin nhng sai st ca nhn vin th c
th gip h khc phc v sa cha kp thi.
- Phng php nh gi quan st hnh vi: c thc hin trn c s quan st cc
hnh vi thc hin cng vic ca NVBH cn c vo hai yu t l s ln quan st vtn sut nhc li ca cc hnh vi. Theo phng php ny cc hnh vi i vi cng
vic c m t khch quan hn v c trch ra t bn ghi chp nhng v vic
quan trng.
- Phng php nh lng: c tin hnh vi trnh t 4 bc:
Bc 1: Xc nh cc yu cu ch yu khi thc hin cng vic.
Bc 2: Phn loi mc tho mn yu cu khi thc hin cng vic
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CHUYN TT NGHIP I HC THNG MI
Bc 3: nh gi tm quan trng ca mi nhm yu cu i vi hiu qu thc
hin cng vic ca nhn vin.
Bc 4: nh gi tng hp v nng lc thc hin cng vic ca nhn vin
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CHUYN TT NGHIP I HC THNG MI
CHNG II:
PHNG PHP NGHIN CU V CC KT QU PHN TCH THC
TRNG KIM SOT BN HNG TI CNG TY TNHH THNG MI V
TNG HP CAO SN
1. Phng php h nghin cu
- Phng php nghin cu cc d liu th cp: bit v kt qu kinh doanh v
thc trng cng tc kim sot bn hng i vi sn phm ca cng ty
- Phng php bn hi: Bn hi c thit k theo phiu trc nghim, dng
thu thp cc thng tin v cng ty, v tnh hnh hot ng kinh doanh ca cng
ty, c th l i su v vn kim sot bn hng ca cng ty.
- Phng php phng vn: Cc cu hi phng vn chnh l: hi v vn kimsot bn hng ca cng ty, nhng nhn t nh hng n vic kim sot bn
hng, nhng kh khn trong kim sot, quy trng kim sot ca cng ty.
Mc ch l nm bt r hn, c th hn v hot ng kim sot bn hng ca
cng ty, t phc v cho vic vit chuyn
2. nh gi tng quan tnh hnh v nh hng nhn t mi trng n kim
sot bn hng ti Cng ty TNHH sn xut v thng mi tng hp CaoSn
Gii thiu tm lc v cng ty
2.1.1 Gii thiu chung v cng ty
Cng ty TNHH Sn xut v Thng mi tng hp Cao Sn
a ch:
Tr s :Km 11+ 200 Phm Vn ng- C Nhu- T Lim- H Ni
Showroom: 305 Trng Chinh- Phng Mai- Thanh Xun- H Ni
Tel: 04.38386552
Fax: 04. 37556417
Email: [email protected]
Website: www.tamopnhomhk.com
Loi hnh: Cng ty trch nhim hu hn
Cng ty TNHH sn xut v thng mi tng hp Cao Sn l doanh nghip c
thnh lp theo giy chng nhn kinh doanh Cng ty TNHH c 2 thnh vin tr lnS: 0102027596 Ngy 04 thng 08 nm 2006
NGUYN TH HNG HUYNK4HQ1B 14
mailto:[email protected]://www.tamopnhomhk.com/mailto:[email protected]://www.tamopnhomhk.com/ -
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CHUYN TT NGHIP I HC THNG MI
Thay i ln 2 vo ngy 29/10/2008
S vn ca cng ty l 1.500.000.000 ng.
Thay i ln 3 b sung vn 3.400.000.000 ng.
Tng s vn iu l ca cng ty cui nm 2009 l:4.900.000.000ng.
2.1.2 C cu t chc ca cng ty
S 4: C cu t chc ca cng ty
Cng ty TNHH sn xut v thng mi tng hp Cao Sn l mt n v hoch
ton c lp v qun l v iu hnh mi hot ng sn xut kinh doanh
Cng ty p dng ch mt gim c vi b my tham mu l cc trng ph
phng ban v qun l phn xng. Trnh qun l trnh cao, qun l ca
cng ty u c o to qua cc trng i hc Cng ty c b my t chc ph
hp vi hot ng sn xut kinh doanh ca mnh.2.1.3 Nghnh ngh kinh doanh ca cng ty
Nh phn phi p nhm Alcorest.
*i l mua, i l bn, k gi hng ho.
*Trang tr ni, ngoi tht cng trnh (Khng bao gm dch v thit k cng trnh).
*Sn xut, ch to, gia cng cc sn phm c kh, thit b my xy dng, my nng
nghip, my ch bin lm sn.
*Chuyn sn xut gia cng ch to ct dy co v t ng.
*Thi cng, xy lp cc cng trnh phc v cho ngnh xy dng, nghnh vin
thng.
NGUYN TH HNG HUYNK4HQ1B 15
Gim c
Ph Gim c
Phngkinh
doanh
Phng kton
Xngnhmnha
Xngc kh
Phn XngPhng k
thut
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CHUYN TT NGHIP I HC THNG MI
*Kinh doanh st thp, kim kh v cc loi khong sn
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CHUYN TT NGHIP I HC THNG MI
*Kinh doanh vt liu xy dng.
*Xut nhp khu cc mt hng Cng ty kinh doanh.
*Chuyn nhn ng my ct tn, lc tn, lc ng, my gp
Cng ty ch yu l bn tm p nhm nha v xng c kh chuyn lm ct thu pht sng, hng ro st .
Kt qu sn xut cng ty trong 3 nm
Kt qu hot ng sn xut kinh doanh ca cng ty TNHH sn xut v thng mi tng hp Cao Sn th hin qua bng sau
Bng1: Bo co kt qu hot ng kinh doanh ca cng ty trong 3 nm (2007- 2009)
S tin T l % S tin T l%
1 Tng doanh thu 4,400,445,000 17,087,407,628 37,606,556,431 12,686,962,628 288.31 20,519,148,803 120.08
2 Tng chi ph 4,313,127,482 16,885,114,142 37,169,787,513 12,571,986,660 291.48 20,284,673,371 120.13
3 LNTT87,317,518 202,293,486 436,768,918 114,975,968 131.68 234,475,432 115.91
4 Thu TNDN 24,448,905 56,642,176 122,295,297 32,193,271 131.68 65,653,121 115.91
5 LNST 62,868,613 145,651,310 314,473,621 82,782,697 131.68 168,822,311 115.91
2008/2007 2009/2008
Ch tiu 2008 20092007Stt
( Ngun: Phng k ton)
NGUYN TH HNG HUYNK4HQ1B 17
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CHUYN TT NGHIP I HC THNG MI
Nhn xt:
Nhn vobng ta thy tnh hnh hot ng kinh doanh ca cng ty nh sau:
Doanh thu ca cng ty tng nhanh qua cc nm
- Nm 2008 so vi nm 2007: tng doanh thu tng 12.686.962.628 ng ( tng
ng 288.31%), trong tng chi ph tng12.571.986.660 ng (231.48%).
Doanh thu v chi ph u tng, nhng tc tng ca doanh thu nhanh hn tc
tng ca chi ph nn LNTT ca cng ty tng 114.975.968 ng(131.68%) v
LNST tng 82.782.697 ng.
- Nm 2009 so vi nm 2008: Tng doanh thu tng 20.519.148.803 ng ( tng
ng 120.08%), trong tng chi ph tng 20.284.673.371 ng (120.13%).
Doanh thu v chi ph u tng, nhng tc tng ca doanh thu nhanh hn tc
tng ca chi ph nn LNTT ca cng ty tng 234.475.423 ng(115.91%) v
LNST tng 168.822.311 ng.
Trong 3 nm va tuy c s cnh tranh gay gt vi nhiu cng ty khc trn th
trng cng kinh doanh mt hng ny song cng ty TNHH sn xut v thng mi
tng hp Cao Sn lun hon thnh cc nh mc ra. Tng doanh thu, tng li
nhun, tng thu nhp cho ngi lao ng
Thng qua nh gi kt qu hot ng kinh doanh ca cng ty TNHH sn xut
v thng mi tng hp Cao Sn ta thy cc ch tiu cng ty ra tng u v
nhanh qua cc nm to iu kin cho cng tc qu l v xy dng cc chin
lc kinh doanh t hiu qu hn, gp phn thc y hon tin cng tc kim sot
bn hng .3. Kt qu phn tch d liu s cp v th cp
Kt qu iu tra s cp
S phiu pht ra l 10, s phiu thu v l 10
Sau khi s l kt qu iu tra trc nghim v phng vn cc trng b phn v
gim c trong cng ty thu c kt qu nh sau:
- 100% S kin c iu tra cho bit kim sot bn hng l rt quan trng ivi hot ng ca cng ty.
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CHUYN TT NGHIP I HC THNG MI
- C 60% kin cho bit l tnh hnh kim sot bn hng ti cng ty l tt, 40%
cn li th cho l bnh thng.
- C 10% kin cho bit l cht lng NVBH trong cng ty l rt tt, 60% l tt,
30% l bnh thng.
- 100% s kin cho rng doanh thu bn hng ca cng ty vt mc tiu ra.
- 100% cho rng h thng kim sot bn hng ca cng ty hot ng hiu qu.
- Qua iu tra cho bit rng cng ty c s dng quy trnh nh gi mc hon
thnh cng vic ca nhn vin bn hng.
- 40% kin cho bit l quy trnh kim sot ca cng ty kh phc tp, 60% cho
l bnh thng.
- 50% kin cho l quy trnh kim sot bn hng ca cng ty khin h lm vic
tt hn, 30% nhn xt l phng php kim sot hin ti khng tc ng g n
h, 20% cho l ch tc ng c 1 phn, khng lm thay i hiu qu ca nhn
vin.
- 70% kin cho rng khi nhn vin mc sai lm trong cng tc bn hng cng ty
c tin hnh iu chnh, 30% cho rng cng ty khng tin hnh iu chnh
Kt qu phn tch d liu th cp
3.2.1Quy trnh kim sot bn hng ca cng ty
S 5: Quy trinh kim sot bn hng ti
Cng ty TNHH sn xut v thng mi tng hp Cao Sn
3.2.1.1 Xy dng tiu chun kim sot
Cng ty TNHH sn xut v thng mi tng hp Cao Sn l cng ty chuyn phn
phi tm p hp kim nhn nha v sn xut c khi. kim sot c bn hng
NGUYN TH HNG HUYNK4HQ1B 19
Xy dng tiu chun kim sot
nh gi kt qu hot ng bnhng
iu chnh hot ng bn hng
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CHUYN TT NGHIP I HC THNG MI
i hi cng ty phi xy dng cc tiu chun kim sot thng qua nh gi
mt cch chnh xc v tin hnh cc hot ng iu chnh kp thi.
Cc tiu chun c cng ty s dng kim sot bn hng sn phm c kh.
* Tiu chun u ra:
- Doanh thu hot ng bn hng
Bng2: Tiu chun bn hng v doanh thu t nm 2007-2009
n v: ng
Mt hng 2007 2008 2009
Tm p nhm 1ly 8,540,000 415,430,000 118,500,000
Tm p nhm 2ly 3,535,000 84,520,000 865,120,000
Tm p nhm 3ly 4,450,000 111,578,000 987,923,000
Tm p nhm 4ly 9,784,000 78,450,000 896,134,000
Tm trn p 8,974,500 119,000,000 1,739,900,000
Tng 35,283,500 808,978,000 4,607,577,000
( Ngun : Phng k ton)Cng ty a ra cc nh mc doanh thu da trn c s so snh gia cc nm. Mc
doanh thu d kin ca cng ty trong cc nm i vi tm p nhm nha c
phng kinh doanh xc nh:
- Nm 2007 tng doanh thu mt hng d kin bng 1,038% tng doanh thu ton
cng ty (3.400.000.000 ng). Nm 2008 tng doanh thu mt hng d kin
bng 5,056% tng doanh thu ton cng ty(16.000.000.000 ng). Nm 2009
tng doanh thu mt hng d kin bng 15.36% tng doanh thu ton cng
ty(30.000.000.000 ng).
- Khch hng: Khch hng l nhn t quan trng quyt nh s sng cn ca
cng ty, l nhn vt trung tm ca mi hot ng doanh nghip. S lng khch
hng n vi doanh nghip l mt yu t quyt nh n kt qu bn hng, n
doanh thu. C th l khch hng truyn thng, khch hng n ln u tinc
th xem xt s ln khch hng n vi doanh nghip.
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CHUYN TT NGHIP I HC THNG MI
- qu trnh tiu th sn phm din ra nhanh chng, thun tin v hiu qu,
cng ty TNHH sn xut v thng mi tng hp Cao Sn kt hp nhiu h
thng phn phi bao gm: h thng knh phn phi trc tip v gin tip th
hin qua s sau.
S 6: H thng knh phn phi sn phm ca cng ty
(Ngun: phng kinh doanh)* Cc tiu chun u vo.
- Cc cuc tip xc: Hng thng ban lnh o cng ty t chc mt bui giao lu
trao i kinh nghim gia cc phng ban, ly kin ca cc nhn vin, ng thi
t chc phng vn thu thp kin ng gp ca khch hng phc v cho cng tc
bn hng ca cng ty.
- Chi ph bn hng: Lin quan n vic o lng bng tin, chng gn lin gi tr
bng tin vi n v cc khon chi ph khc. Xc nh cc tiu chun v chi ph ca
cng ty l xc nh vn v lao ng, tin lng, chi ph cho sn xut ca cng
ty,chi ph mua hng, chi ph marketting, v mt lot cc chi ph khc gip cho vic
tiu th hng ha thun li, t hiu qu cao.
- S ln in thoi: m bo cho hot ng bn hng din rathuaanj li cng ty
tin hnh chin dch kho st th trng nhm thu thp cc thng tin v khc
hng t c chnh sch theo di chm sc chu ddaosduy tr mi quan h lmn lu di. S ln khch hng gi cn th hin s quan tm ca khch hng ti sn
phm ca doanh nghip, cung nh ca doanh nghip ti khch hng ca mnh.
NGUYN TH HNG HUYNK4HQ1B 21
Snphm
cacng ty
Ngi bn l
Ngi bn bun
NgitiudngcuicngNgi bn l
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CHUYN TT NGHIP I HC THNG MI3.2.1.2 nh gi kt qu hot ng sn xut bn hng
Bng 3: kt qu hot ng bn hng theo kt cu mt hng
n v: ng
2008/2007 2009/2008
Tm p nhm 1ly 9,548,400 417,560,300 1,187,658,646 4,373.09 284.43
Tm p nhm 2ly 3,725,940 86,783,023 865,369,857 2,329.16 997.16
Tm p nhm 3ly 4,867,208 198,365,899 987,987,654 4,075.56 498.06
Tm p nhm 4ly 9,786,874 78,965,467 896,435,000 806.85 1,135.22
Tm trn p 9,721,578 119,068,511 1,720,279,823 1,224.79 1,444.78
Tng 37,650,000 900,743,200 5,657,730,980 2,392.41 628.12
Chnh lch thc t
Mt hng TH 2007 TH 2008 TH 2009
( Ngun: phng k ton)
Nhn vo bng kt qu sn xut bn hng ta thy:- Nm 2007: 37.650.000 (ton doanh nghip 4.400.445.000 ng )
- Nm 2008: 900.743.200 (ton doanh nghip 17.087.407.628 ng)
- Nm 2009: 5.657.730.980 (ton doanh nghip 37. 606.556.431 ng)
NGUYN TH HNG HUYNK4HQ1B 22
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CHUYN TT NGHIP I HC THNG MI
T bng ta thy cc tm p ca cng ty tng u qua cc nm, nht l tp p nhn
1 ly v tm p nhm 3ly. T l chnh lch thc th nm 2008 so vi 2007 tng
2392.42%. tuy vy t l ny gim i cn 628.12% trong giai on nm 2009 so
vi 2008
* Cc cng c s dng nh gi kt qu bn hng ti cng ty TNHH sn xut v
thng mi tng hp Cao Sn
Da trn kt qu hot ng bn hng theo mt hng kinh doanh, ha n bn hng,
th gp ca khch hng nh gi. Da vo ban gim c c th nm bt
c mc hi lng ca khch hng v hng ha, dch v, thi phc v ca
nhn vin bn hng .
3.2.1.3 iu chnh hot ng bn hng ca cng ty TNHH sn xut v thng
mi tng hp Cao Sn
c s hot ng tt nht v s gia tng ca doanh thu trong nm 2007-2009 l
do cng ty c s iu chnh thch hp c v nhn s v phng n cho hot
ng kinh doanh. Mt s hot ng iu chnh m ban gim c cng ty s
dng nhm ci thin tt hot ng bn hng:
- Cn b qun l iu hnh thng xuyn theo di, nhn xt kim tra t xut,
nh gi theo thng v qu, c nhiu bin php c th
- Ch trng cng tc kim sot nh gi nhn vin. nh gi mt cc xc thc,
kim sot cht ch qua y thy c nng lc thc s ca nhn vin. C hng
o to, pht trin nhn vin c ti, c bin php vi nhn vin khng p ng
c nhu cu.
- Kim sot hng ngy vic xut nhp hng ha, phi hp vic thc hin kim knh k v t xut hng ha theo quy nh. C phng php kim sot hng nhp.
Kim sot lin tuc hng tn kho
3.2.2nh gi mc hon thnh cng vic ca NVBH trong Cng ty TNHH
sn xut v thng mi tng hp Cao Sn
3.2.2.1 Cc tiu chun nh gi ti cng ty
- H thng tiu chun nh lng
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CHUYN TT NGHIP I HC THNG MI
+ n v o trc tip: phn nh kt qu hot ng bn hng ca nhn vin thng
c n v tnh bng tin th hin thng qua: doanh s bn hng, doanh s bn hng
cho nhn vin mi, li nhun bn hng,li nhun t ra trong mi n v t hng,
s lng khch hng mi, chi ph s dng cho qu trnh bn hng.
+ n v t l: th hin th phn, t l thc hin nh mc, t l lun chuyn bn
hng, doanh s bn trn 1 khch hng, gi tr trung bnh cho 1 n t hng, vng
quay ca ti sn.
- H thng tiu chun nh cht: Nh Qun tr tp trung v nh gi hot ng
bn hng ca nhn vin thng qua cc ch tiu c xc nh: cc dch v bn
hng, cc vn lin quan n hot ng bn hng nhm tm hiu k nng bn
hng, quan h khc hng ca nhn vin, kh nng t t chc bn hng ca nhn
vin v c bit tm hiu trnh hiu bit kin thc ca nhn vin v cc sn
phm c kh ca cng ty.
Cng ty s dng ma trn nh gi nh sau:
S 7: Ma trn nh gi nhn vin bn hng
Kt qu o theo nh lng
Tt Trung bnh Km
3.2.2.2T chc nh gi mc hon thnh cng vic ca NVBH
Cng ty TNHH sn xut v thng mi tng hp Cao Sn s dng quy trnh nh
gi mc hon thnh cng vic ca NVBH nh sau:
NGUYN TH HNG HUYNK4HQ1B 24
- Khen
- Thng
- Thng cp/ Tng lng
- Khen va phi
-Hng dn
- o to- Khen
- va phi
- Khuyn nh- Gio dc
- Tho lun
- o to
- Pht- Thuyn chuyn
Kt
qu
o
theo
nhc
ht
Km
Trung
bnh
Tt
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CHUYN TT NGHIP I HC THNG MI
S 8: Quy trnh nh gi thnh tch NVBH ca cng ty
Giao nhim v: Nh Qun tr s giao nhim v, trch nhim, nhng cng vic
m nhn vin cn phi lm. y l bc u tin h thy c cng vic m
mnh s lm. Qua hot ng ny th nhn vin cng s a ra cch thc thc hin
nhim v, nh qun l c th a ra mt s nhn xt v c nhng ch dn cho nhn
vin- To s k vng: cng ty thng yu cu b phn bn hng hon thnh ng
ch tiu v doanh thu, s lng hng bn cng nh gim lng hng b tr li
do chm tr hay khng m bo cht lng. Lun m bo giao hng ng nn
thnh tch nhn vin lun t c mc tiu ra.
- Kim sot theo di cng vic thc hin: Hot ng ny gip nh qun l nh
gi c u im pht trin v nhc im khc phc, cui thng mi nhnvin s lm bn bo co thc hin cng vic ca mnh. Nhn vin c th t nh
NGUYN TH HNG HUYNK4HQ1B 25
Giao nhim v
a ra s k vng cng vic
Kim sot, theo di thc hin cng vic
nh gi s hon thnh cng vic
Tho lun vicnh gi vinhn vin
Thng tin, Khen thng
Thay i, sa thi, khng s dng
C th tip tco to
Tin b
Khng tin b
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CHUYN TT NGHIP I HC THNG MI
gi hoc nu ra kin, k hoch ng gp cho cng ty. Nh qun l s thng qua
bn bo co v vic theo di s c nh gi vi tng nhn vin. i vi nhn vin
c thnh tch tt s khuyn khch, ng vin khen thng. Cn vi nhn vin yu
km, cha p ng yu cu cng ty s phi hng dn cch sa cha, iu chnh
sai st sau o to li, o to b xung kin thc, ng vin h phi c gng
nhiu hn. Cn nu khng tin b th nn sa thi.
- Cng ty s dng cc phng php: Mc thang im, phng php xp hng,
phng php ghi chp v lu tr,quan st hnh vi nh gi hon thnh cng vic
ca NVBH.
Phng php mc thang im: thng qua mu lit k ca nhn vin bn hng
Bng 4: Bng nh gi nhn vin qua mc thang im
Ch tiu nh gi Thang imMc hon thnh k hoch cng vic 3S lng khch hng mi 2Kh nng xy dng k hoch trong bn hng 2Thc hin quy nh ca cng ty 1Chuyn mn k nng trong bn hng 2 Phng php ghi chp lu tr
Bng5: bng kim sot cc yu t phc v
Tn nhn vin : Chc danh cng vic:
Tn ngi nh gi:. B Phn:..
Chu k nh gi:
Ngy Hnh vi tch cc Hnh vi tiu cc10/5 Thuyt phuc c khc hng
mua c sn phm20/5 C thi khng lch s vi
khch.
NGUYN TH HNG HUYNK4HQ1B 26
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CHUYN TT NGHIP I HC THNG MI
CHNG 3:
CC KT LUN V XUT NHM HON THIN CNG TC KIM
SOT BN HNG TI CNG TY TNHH SN XUT V THNG MITNG HP CAO
1. Cc kt lun v pht hin v kim sot bn hng ti cng ty
1.1. Cc kt lun v pht hin chnh
* Quy trnh kim sot hot ng bn hng
- V qu trnh kim sot th c bn bao gm y cc bc, trong kim
sot qua nh gi qu trnh thc hin nhim v gio dc, hun luyn, ch dn
nhng im cn yu, pht hin nhn s kh nng b tr bt ln chc v
khc v c phng n o to nhng nhn s cn km.
- Vic xy dng cc tiu chun kim sot, cc mc tiu k hoch, hng ti trong
nm lun c nghin cu ngay t u nm kinh doanh. Cc tiu chun c xy
dng kh c th da trn nhng thnh cng ca nhng nm trc. Mt khc cng
ty tin hnh cng tc kim sot lin tc v da trn cc mc tiu c th thit thc
nn nh qun tr c th thy c u nhc im ca tt c nhn vin c
phng php iu chnh ph hp. Nh qun tr bn hng s nm bt c mt cch
c th, tng qut v tnh hnh kinh doanh ca cng ty.
- Cng tc thng bo kim sot lun c tin hnh nhanh chng v kp thi, chp
hnh nghim tc di s ch o ca cng ty, thch nghi nhanh chng vi s thay
i ca th trng. Nh vy m cc ch tiu k hoch c bn hon thnh tt, cng
tc qun l c tng cng, cng n vic lm c n nh, cc phong tro thi
ua c duy tr v pht huy hiu qu.
* H thng kim sot hot ng bn hng
- H thng kim sot bn hng lun c tin hnh lin tc v theo nh k nn
nh qun tr c th theo di c tnh hnh bn hng ca nhn vin, nh gi c
kt qu bn hng ca cng ty.
- Nh nm bt c tnh hnh din bin gi c th trng trong tng k kinh doanh
m cng ty c c ch ph hp vi tng khch hng, a li hiu qu tt nht. V
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CHUYN TT NGHIP I HC THNG MI
vy m lng khch hng ca Cng ty ngy cng gia tng v m rng, cht lng
phc v khch hng ngy cng c ci thin.
- Phng qun l nhn s c trch nhim kim sot v tnh hnh s dng lao ng
ca ton cng ty, vi c cu t chc gn nh xy dng c tinh thn lm vic
mang tnh trch nhm cao, cng tc qun l tin lng, qun l cng n c tin
hnh nghim minh ng quy tc v hiu qu.
- Phng php kim sot lun m bo cho hot ng kinh doanh c thc hin
tt bi hng ho c tin hnh kim sot lin tc, nh k. Qua y cng ty
m bo cho hot ng bn hng c din ra lin tc, khng t qung.
1.2. Cc kt lun v pht hin khc
Cho d cng ty c gng thc hin mi cng vic bao gm c hot ng bn
hng tuy nhin cng khng trnh khi nhng sai st, chnh v vy m mc tiu ca
cng ty l ngy cng y mnh hn na cng tc kim sot. Thc t cho thy l
khng mt h thng kim sot no l hon ho. C th nguyn nhn l do yu t
bn ngoi s iu khin ca con ngi hoc c th l o nhng yu t sai st m
cng ty cha thy c.
- Nhiu mc tiu ra trong qu trnh kim sot cha ph hp vi thc t, h
thng tiu chun kim sot cn mang tnh nh tnh, khng em li thng tin chnh
xc, khng kp thi.
- Cng tc xy dng cc tiu chun kim sot trong hot ng bn hng: Cc thng
tin, ch bo co gia cp trn v cp di, gia cc phng ban cha u n
thng xuyn. c bit hiu qu lm vic ca phng kinh doanh cha cao: Mt s
nhn vin bn hng thiu tnh chuyn nghip, hot ng chm sc khch hngcha tt, thng tin v khch hng cha mang tnh h thng.
- C phng n iu chnh khi c kt qu hot ng kinh doanh nhng phng n
iu chnh cha to ra hiu qu cao nht. Cng tc tip th khch hng mi, gi
khch hng c cn hn ch, i ng tip th t v s lng, km v cht lng.
- thc trch nhim t chc k lut ca mt s nhn vin cn yu km v lng
tng trong vic gii quyt cng vic. i khi vic kim sot cht ch lc lng bn
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CHUYN TT NGHIP I HC THNG MI
hng s to ra cm gic khng thoi mi, qun l khng tt lm nh hng trc
tip n hot ng bn hng ca nhn vin.
Nguyn nhn:
- S cnh tranh gay gt gia cc cng ty kinh doanh cc mt hng c kh khc
trong nc v s c mt cc cng ty nc ngoi thm nhp vo trong nc.
Thiu vn u t m rng th trng v phc v cho vic khai thc khch hng
tim nng.
- Cng tc nghin cu th trng cha su: cha c bin php khai thc thng tin
th trng chnh xc t i th cnh tranh, b ng trc s bin ng ca th
trng. Do cng ty cha c bin php kp thi tn dng c hi trn th trng
nng cao khi lng tiu th sn phm. Khi khi lng tiu th tng to ra tm
l tch cc cho nhn vin bn hng, to iu kin cho cng tc kim sot bn hng
din ra thun li.
- Dch v khch hng ngy cng i hi phi c nng cao hn v cht lng v
thi phc v trong khi trnh ca i ng nhn vin cha nhanh nhy nm bt
nhu cu bin ng ca th trng.
- Kinh ph hot ng cho hot ng nghin cu v khai thc th trng cng nh
kim sot hot ng cn eo hp v th cc thng tin thu thp c cha c tin
cy cao lm cho vic iu chnh cc hot ng bn hng cn chm v km hiu
qu.
2. Cc gii php xut nhm gp phn hon thin cng tc kim sot bn
hng ti Cng ty TNHH sn xut v thng mi tng hp Cao Sn
Kim sot bn hng tc ng trc tip ti cc khu trong hot ng bn hngca cng ty, l mi quan tm hng u ca nh qun tr bn hng.Vic thc hin
tt kim sot trong hot ng bn hng s gip cho doanh nghip nhanh chng
nm bt nhiu c hi trn th trng, gip m bo thc hin cc mc tiu ng
nh d kin t ra, m bo cho hot ng kinh doanh lun n nh v hiu qu.
Vic kim sot i ng nhn vin bn hng gip nhn vin bn hng thc hin
ng chc nng v quyn hn ca mnh, gip nhn vin iu chnh sa cha ccc sai lm trong qu trnh lm vic n thi lm c s kch thch h trong cng
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vic. Vic cng ty nh gi mc hon thnh cng vic ca nhn vin bn hng
trong tng giai on gip cho doanh nghip c iu kin v c s pht huy tim
nng nhn lc cho s pht trin ton din ca mi ngi.
Thng qua vic iu tra kho st thc t cng tc bn hng ti cng ty trong thi
gian qua, em nhn thy cng vic hon thin kim sot bn hng l rt cn thit i
vi cng ty nht l trong c ch th trng hin nay. Trn c s nghin cu tnh
hnh thc t ca cng ty, nhng hn ch v nguyn nhn. Em xin a ra mt s
gii php nhm y mnh kim sot bn hng ti cng ty.
2.1. Cc gii php chnh
* Gii php 1: Pht trin cng tc kim sot th trng.
- Kim sot hot ng nghin cu: Xc nh th trng l yu t sng cn ca mi
doanh nghip, v vy m cng ty phi lun ch trng gi vng th trng c
ng thi khng ngng tm kim v m rng th trng mi. Cng ty c th tin
hnh nghin cu th trng thng qua vic tm hiu thng tin trn cc phng tin
thng tin i chng, trn cc ti liu ca cc t chc kinh t khi bt u thm nhp
th trng. Cng ty tng cng ci thin v pht trin cng tc nghin cu th
trng to c s vng chc cho vic hoch nh cng tc xy dng chin lc th
trng.
- Kim sot cng tc chin lc th trng. Cng ty mun tm kim, khai thc v
tn dng c hi trn th trng, cng ty cn phi xy dng chin lc th trng
hp l. Vic xy dng chin lc c da trn c s ca qu trnh nh gi thc
trng v trin vng ca cng ty trn th trng hin ti v tim nng.
* Gii php 2: Pht trin cng tc kim sot tiu th sn phmTi mi thi k, mi a im nh qun tr cn phi nm bt c doanh thu ca
tng mt hng, chi ph cho vic bn mt hng l bao nhiu, v li nhun m mt
hng ng gp trong tng li nhun ca cng ty l bao nhiu. Vi nhng mt
hng em li doanh thu ln cng ty cn tip tc pht huy, cn vi nhng mt hng
kh tiu th cng ty cn s dng marketing mix.
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- Chnh sch sn phm: Sn phm ca cng ty l nhn t nh hng n s thnh
cng ca cng ty. Trong iu kin cnh tranh gay gt i hi sn phm phi m
bo cht lng, an ton v ph hp vi th hiu ca ngi tiu dng.
- Chnh sch phn phi: Cng ty cn phi sp xp li knh phn phi cho hp l
ph hp vi quy m tng khu vc th trng d nng cao th phn. Mt h thng
knh phn phi cng knh s lm cho hot ng kim sot gp nhiu kh khn, tn
km v nhiu chi ph v nhn lc.
- Chnh sch gi: sn phm no c th tiu th nhanh v hiu qu th sn
phm phi a dng, m bo cht lng cha m cn phi c mt mc gi
hay c mt chnh sch gi linh hot vi tng i tng khch hng.
- Chnh sch qung co: Hot ng qung co rt cn thit gip cho cng ty thu
ht khch hng mi bit n sn phm ca cng ty. Hot ng qung co hin nay
cng ty ang s dng l qung co qua cc i l, qua trung gian phn phi, qua
hi ch trin lm. Vi quy m ngy cng m rng, khi lng tiu th ngy cng
nhiu v trong s cnh tranh gay gt cng ty cn phi c mt b phn nghin cu
qung co nhm cung cp y cc thng tin v truyn thng quy m, uy tn cht
lng sn phm nhm thuyt phc ngi mua.
Gii php 3: Pht trin cng tc kim sot phc v cho qu trnh bn hng.
- Pht trin cng tc kim sot kho hng:
+ Thc hin cng tc quy hoch, qun l, sp xp bo qun hng ho mt cch
khoa hc, thng xuyn nhm m bo cht lng v an ton ca hng ho, t
nng cao hiu qu kho hng.
+ Kim k nh k, t xut theo quy nh i chiu s liu kho hng gia ssch v thc t nhm nh gi y , chnh xc cht lng qun l hng ho.
+ Qun l tt cng tc nhp xut hng, phi lun m bo: ng th tc, nhanh
chng, t chc ng gi v vn chuyn giao nhn kp thi cho khch hng.
- Pht trin hn na cng tc giao nhn hng ho
T chc cng tc vn chuyn, giao nhn hng ho kp thi chnh xc cho khch
hng v cc n v lin quan theo ng quy nh. Cng ty cn phi ch trng n
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CHUYN TT NGHIP I HC THNG MI
vic s dng phng thc vn chuyn no hiu qu nht m bo mc gi bn
hp l v iu kin cung ng kp thi n a ch cui cng.
- Pht trin cng tc kim sot hng ho d tr.
Cng ty phi tnh ton sao cho khi lng d tr l ti u nht. Vic d tr ng
mc s gp phn lm cho hot ng bn hng c tin hnh lin tc, nhp nhng,
cn i.
- Pht trin kim sot hot ng u t
+ u t cho o to ngun nhn lc: Cng ty c th o to nhn vin bng cch
c nhn vin i hc nc ngoi, c th o to ti cng ty. Thng qua t chc
cng on, cng ty c th pht ng phong tro thi ua truyn thng gio dc nhn
vin, chm lo n i sng vt cht tinh thn ca h.
+ Cng ty cn tranh th ti a cc ngun u i u t ca Nh nc, t pha cc
i tc nc ngoi, t ngun vn h tr quc t, m bo thc hin tt mc tiu
u t chiu su, u t m rng v u t mi nhm p ng tc tng trng
ca nn kinh t n nm 2015.
* Gii php 4: Mt s gii php hon thin hn v chnh sch ca Nh nc.
Ho nhp v xu th hi nhp, Vit Nam tch cc i mi trong cng tc t chc
qun l. Nh nc c nhiu chnh sch to iu kin thun li cho hot ng
kinh doanh pht trin nh: chnh sch khuyn khch u t, lin doanh, lin kt,
gim bt cc th tc rm r trong kinh doanh, v mt s chnh sch khuyn khch
to iu kin cho thng mi pht trin. Song cn nhiu hn ch gy khng t kh
khn cho cng ty.
- V c ch php l: Nh nc v s thng mi tip tc vn hnh b my t chcthng thong trnh phin nhiu v qun l chng cho to iu kin cho cng ty
hot ng tt trong lnh vc kinh doanh ca mnh.
Nh nc cn xy dng v ban hnh cc chnh sch thu, cn cn nhc k lng,
m bo s cng bng cho cc doanh nghip.
- Nh nc cn phi c bin php chng bun lu qua bin gii. To hnh lang
php l cng bng, bnh ng cho cc doanh nghip hot ng.
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CHUYN TT NGHIP I HC THNG MI
- Gim bt cc khu, th tc rm r trong xut nhp khu, to iu kin thun li
cho doanh nghip xut nhp khu hng ho, nguyn vt liu.
B Thng mi nn tng cng quan h hp tc vi cc nc trn th gii. C nh
vy th cc doanh nghip mi c nhiu c hi m rng th trng.
2.2. Cc gii php khc
Gii php 1: Gii php y mnh kim sot hot ng bn hng ti cng ty:
- Xy dng cc tiu chun kim sot: Cc tiu chun m cng ty ang s dng l
kh tt, tuy nhin do quy m ca cng ty ang c m rng do m cc tiu
chun cng phi c s thay i cho thch hp.
+ Cng ty phi xy dng c c th cc tiu chun trong kim sot bn hng nh:
nng sut lm vic, cht lng cng vic, o c tc phong lm vic ca nhn
vin. Vic la chn cc tiu chun kim sot phi hp l, c c s khoa hc, tu
thuc vo nhng mc tiu nh: doanh thu, li nhun, chi ph, Nh qun tr
khng nn ch trng n mt tiu chun no m phi bit kt hp nhiu tiu
chun m bo cho vic thc hin mc tiu c thun li. Vic xy dng cc tiu
chun kim sot khng ch to iu kin cho vic kim sot c d dng m cn
lin quan n cc b phn khc: Kim sot t hng, kim sot kho hng, d tr v
bn ra.
+ Cng ty nn kt hp cc tiu chun nh tnh v nh lng trong kim sot
thng thng cc cng ty khi nh gi hot ng kinh doanh ca mnh thng b
qua cc yu t nh tnh v yu t ny kh nh gi. Cc tiu chun nh tnh nh:
mc tho mn nhu cu khch hng, cc dch v b sung thc hin trc, trong
v sau khi bn, trnh vn minh thng mi Tuy nhin cc yu t nh tnh licung cp nhiu thng tin quan trng, bt ng v c ngha i vi doanh nghip
nht l trong cng tc kim sot. Vic kt hp cc yu t nh tnh v nh lng
s gip cho cng ty c c ci nhn tng quang hn trong cch nh gi kt qu
t c v gip cho doanh nghip bit c nhng thng tin chnh xc to thun
li trong qu tnh ra quyt nh cho hot ng kinh doanh tip theo.
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CHUYN TT NGHIP I HC THNG MI
c th nh gi hiu qu, cc tiu chun cn c xy dng mt cch hp l v
khch quan, phi phn nh c kt qu v hnh vi cn c thc hin thnh cng
vic bn hng. Do , cng ty ra yu cu i vi cc tiu chun nh sau:
+ Tiu chun phi cho thy nhng g nhn vin bn hng cn lm v lm tt n
mc no?
+ Tiu chun phi phn nh mt cch hp l cc mc yu cu v s lng v
cht lng ca cng vic bn hng.
Trong nhng nm trc, cc tiu chun cn ty ra trong qu trnh kim sot hot
ng bn hng vn cha ph hp vi thc t, cha kh quan. Bi vy, cng ty cn
phi thng xuyn cp nht thng tin v tnh hnh thc t s lng hng ho bn ra
trong tng thi k, phi lun bm st nhu cu khch hng thay i v nhng chnh
sch kinh doanh mi ca i th cnh tranh.
Khi xy dng cc tiu chun kim sot trong hot ng bn hng, cng ty cn phi
thit lp mi quan h gn b gia cp trn v cp di. Cp trn phi lin tc theo
di v nm bt tnh hnh thc t cng vic cp di, lng nghe kin cp di, t
chc hun luyn o to nhn vin h khng c s chnh lch ln v trnh ,
v k nng lm vic ng thi nng cao tnh chuyn nghip trong hot ng bn
hng.
Ngoi ra, nh qun tr cn phi quan tm n cc dch v bo hnh vi iu kin d
dng hn so vi cc i th cnh tranh. iu ny s thc y vic tiu th hng
ho nhanh hn v gip cho cng tc kim sot hot ng bn hng tin hnh thun
li hn, hiu qu hn. Tuy vy cng ty cng khng nn a ra qu nhiu tiu
chun v s lm cho s ch ca ngi qun l nhanh chng xa ri cc yu tquan trng.
- nh gi kt qu hot ng bn hng: Nh qun tr da vo vic bo co kt qu
hot ng kinh doanh theo thng, theo qu hoc cui tun nh gi kt qu bn
hng. Nh vy nh qun tr s nm bt c tnh hnh kinh doanh mi, tnh hnh
tiu th hng ho trong tng thi k v tng khu vc th trng nhanh chng m
bo cho vic iu chnh hiu qu. Cng ty nn xy dng quy trnh kim sot kt
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CHUYN TT NGHIP I HC THNG MI
qu hot ng bn hng theo nhiu tiu ch khc nhau nh gi kt qu bn
hng c chnh xc nht.
Cc phng thc m cng ty s dng nh gi kh hiu qu nhng cha hon
ton tt. lm tt hn na th cng ty cn s dng thm mt s phng php na
nhm hon thin v h tr tt hn cho vic kinh doanh:
+ Thu thp, su tm, nghin cu cc thng tin v hng ho, cht lng ca hng
ho cng loi nhm cung cp nhng thng tin cho vic chng cnh tranh trn th
trng v cng ty ang hot ng.
+ nh gi mc cnh tranh ca i th v xu hng ca th trng v s lng,
chng loi, nng cao kh nng pht trin sn phm v a ra cc chin lc
cnh tranh, tng th phn, nng cao uy tn hnh nh v thng hiu ca cng ty.
+ Tng cng hot ng xc tin qung b sn phm ti cc khu vc th trng
trng im.
+ Kim sot nh k: Gip cho nh qun tr nm bt nhanh chng chnh xc cng
vic ca cp di thc hin. Vi c cu t chc gn nh nh hin nay, nh qun tr
nn tin hnh kim sot 3 thng mt ln cng vic nh gi kt qa bn hng
c thun li v chnh xc nht.
+ Kim sot bt ng: Nh qun tr c th tin hnh cc bui kim sot t xut v
lin tc cc gian trng by gii thiu sn phm ca cng ty nm bt chnh xc
tnh hnh bn hng thc t ca cng ty ng thi trc tip thy c thi d phc
v khch hng ca nhn vin. Ngoi ra, cn cn phi kim sot vic qun l v bo
qun hng ho ca cng ty ti cc kho d tr hng ho.
- i vi vic iu chnh hot ng bn hng: Cng ty cn phi tin hnh nhanhchng c hot ng iu chnh khi pht hin ra c sai lch vi cc tiu chun
ra. C nh vy mi em li hiu qu cao v nh hng ng cho hot ng kinh
doanh trong giai on tip theo. gip h hot ng kinh doanh ca doanh
nghip em li nh kt qu mong mun, cng ty phi c bin php iu chnh
ng n nhanh chng, kp thi, ng lc ph hp vi xu hng pht trin ca
cng ty. Cng ty c th iu chnh hot ng bn hng trc, trong v sau hotng. Vic thc hin cc hot ng iu chnh ny gip cho cng ty trnh c
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nhng tn tht nng n trong kinh doanh, ng thi gip cho doanh nghip c kh
nng cnh tranh c vi i th trn th trng. Tu thuc vo tng giai on ca
kim sot trong bn hng m doanh nghip c bin php iu chnh ph hp.
* Gii php 2: Nng cao cht lng nh gi thnh tch ca nhn vin bn hng.
Vic nh gi thnh tch nhn vin bn hng c vai tr quan trng, phi c tin
hnh thng xuyn v xuyn sut qu trnh lm vic ca nhn vin. Nh qun tr
cn phi nh gi hot ng bn hng ca nhn vin nu pht hin thy c sai lch
hay khng t yu cu cn tm ra l do iu chnh cho ph hp. Nh qun tr
nn nh gi nhn vin theo nh k gip nm bt nhanh chng, chnh xc kh
nng ca nhn vin t c phng hng cng c v nng cao k nng ca
h.
- Xy dng cc tiu chun nh gi: Vic nh gi thnh tch nhn vin cng phi
da trn phm cht, o c, tc phong v nng lc lm vic, ch hc hi mt
cch r rng th hin qua mt lot cc hot ng nh cc bui hun luyn cho
khch hng, hi tho hi ngh khch hng, hot ng giao tip vi khch hng, s
ngy lm vic ca nhn vin v c bit l s yu cng vic ca nhn vin.
Cng ty cn tng cng k lut lao ng: K lut lao ng l s chp hnh v thc
hin mt cch t nguyn t gic ch ngy lm vic ca nhn vin, l s chp
hnh cc ch lm vic do cng ty t ra. K lut lao ng kt hp vi bu
khng kh lao ng thn thin, hp tc rn luyn tc phong cng nghip trong lm
vic s em li s thnh cng. Thng qua vic nh gi ng v kp thi s gip
cho doanh nghip nhn nhn cc quyt nh thi hnh lut c ban hnh, tnh kh
thi ca cc bin php k lut. T , doanh nghip s tm ra cc hng tt hn gii quyt cc sai lm pht sinh trong tng lai.
- T chc nh gi thnh tch ca nhn vin: qu trnh nh gi thnh tch nhn
vin bn hng gip cho ngi qun l c th a ra cc quyt nh ng n nh
o to v pht trin, th lao, thng tin, k lut nh gi thnh tch nhn
vin, cng ty nn:
+ nh gi mc hon thin nhim v+ nh gi mc gia tng cht lng v tng nng sut cng vic
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+ nh gi kt qu gii quyt cc kin ngh, gp , s phi hp khi lm vic theo
nhm, dch v vi khch hng.
+ nh gi v mc chp hnh ni quy, quy nh ca cng ty
+ nh gi kin thc chuyn mn, kh nng sng to, tng trong cng vic.
+ nh gi kh nng kim tra, kim sot cng vic ca bn thn.
+ nh gi thnh tch nhn vin bn hng qua cc ch s thnh tch chnh. Cng ty
c th xem xt mu sau:
Mu nh gi thnh tch nhn vin bn hng qua cc ch s thnh tch chnh
Qu(Fromto)
Tn nhn vin bn hng:
a bn ph trch:.
1. Doanh s thc bn (im ti a l 80)
Thng Ch tiu Thc hin % t c nh gi imThng 1Thng 2Thng 3Tng cng
im loi: 502. Trng by (im ti a l 5)
im loi: 2
3. Thi phc v khch hng (im ti a l 5)
im loi: 2
4. Bo co ng hn
Ni dung nh gi im ti a im nh giBo co s liu doanh s 2
Bo co ng hn 2Bo co khuyn mi v ph trng by r
rng v chnh xc
2
ng phc 2C mt to im bn ng quy nh 2Tng cng 10im loi: 5
Tng cng:
im ti a im t c
NGUYN TH HNG HUYNK4HQ1B 37
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CHUYN TT NGHIP I HC THNG MI
100
Cng ty cn p dng chnh sch khuyn khch vt cht nh tr lng, thng cho
ngi lao ng. kch thch ngi lao ng, cng ty cn dng nhiu bin php
khc nhau nh: b tr lao ng ph hp vi trnh c nhn vin, ch n chnh
sch tin lng tin thng v iu kin lm vic ca nhn vin. tr lng hp
l xng ng vi kh nng ca nhn vin, i hi qun tr phi cn c vo thi
gian lm vic ca nhn vin ti cng ty, vo trnh chuyn mn, s lng, cht
lng cng vic m nhn vin thc hin c.
Cng ty nn c bit ch n hnh thc tr lng theo sn phm v n to ng
lc cho nhn vin khng ngng phn du nng cao nng sut lm vic camnh. Cng ty cng cn a dng ho hnh thc tr lng, phi c chng trnh
khuyn khch c nhn v khuyn khch tp th c th, r rng.
Bn cnh vic kim sot tt lc lng bn hng, nh qun tr phi bin kim sot
tt v mt vt t hng ho, trang thit b, phng tin bn hng v ngn sch ginh
cho hot ng bn hng bng cch kim tra thng xuyn thng qua lng hng
tn kho, t c cch iu chnh, ngn chn kp thi tnh trng tht thot hng hotrong qu trnh vn chuyn.
- Cng ty cn phi xc nh s tha nhn tch cc cc i tng kim sot i vi
mc tiu v tiu chun ca h thng kim sot m bo trnh c cc phn
ng ca i tng kim sot v do vy s gip cho cng tc kim sot t c
hiu qu cao.
- Xy dng mi quan h tt da trn s hiu bit v chp nhn ln nhau gia ngikim sot v ngi b kim sot. Cn phi cho ngi c kim sot c quyn
iu chnh hoc b sung nu h thy cn thit. V cn khuyn khch s tham gia
tch cc ca mi thnh vin vo vic ly quyt nh trong qu trnh thc hin.
- Xy dng nhng mc tiu chun cao nhng thc t. Ch trng xy dng bu
khng kh phn khi khi thc hin thnh cng mc tiu cao.
NGUYN TH HNG HUYNK4HQ1B 38
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CHUYN TT NGHIP I HC THNG MI
- Phi c thi ph phn khoa hc i vi h thng kim sot. Lu n mi
quan h gia yu cu nhanh chng, kp thi vi chnh xc trong kim sot. Lu
n tnh n nh ca cc thnh tch t c.
* Mt s gii php khc i vi hot ng trong cng ty
- V lao ng: Trong thi gian ti cng ty nn quan tm nhiu hn hn na n
vic nng cao trnh , bi dng nghim v chuyn mn cho tt c nhn vin
trong cng ty. Do hin nay trong cng ty s nhn vin c trnh cha ng u,
nn phn no nh hng n kt qu hot ng kinh doanh v hiu qu bn hng
ca cng ty.
- Cng ty cn phi tuyn dng nhng lao ng c trnh chuyn mn v ng
chuyn ngnh o to trnh trng hp tuyn dng nhng ngi tri ngnh s mt
thi gian, cng sc v chi ph o to li t ban u.
- Cng ty nn c h thng thng pht r rng, kt hp li ch vt cht v li ch
tinh thn. Ban gim c cn ng vin, n c nhn vin pht huy ht kh nng
ca mnh, nu cao nguyn tc tp trung dn ch, to mi trng lm vic thoi mi
ng gp kim v pht trin cho mc tiu chung ca doanh nghip.