MARTER OF BUSINESS ADMINITRATION (Bilingual) December Intake, 2009

Chng trnh Thc s Qun tr Kinh doanh(H song ng)Nhp hc: 12/2009

Subject code (M mn hc): Subject name (Tn mn hc): Assigment no.:

MGT 510 QUN TR CHIN LC N TT NGHIP

CHIN LC KINH DOANH CA CNG TY TNHH NH MY BIA CHU THI BNH DNGStudent Name (H tn hc vin): MAI TH SONG NGA

TN KHO HC: Trch ( ) vo la chn

HELP MBA

H tn hc vin: MAI TH SONG NGA Kho hc (Thi im nhp hc): Thng 12/2009 Mn hc:

QUN TR CHIN LC

M mn hc: MGT510

CHIN LC KINH DOANH CA CNG TY TNHH NH MY BIA CHU THI BNH DNGGio vin hng dn: TS. BI C TUN Hn np: 25/7/2011 CAM OAN CA HC VIN: Ti xin khng nh bit v hiu r quy ch thi c ca i hc HELP v ti xin cam oan lm bi tp ny mt cch trung thc v ng cc quy nh ra. Ngy np bi: 25/07/2011

Ch k: .............................................................. Lu : Gio vin c quyn khng chm nu bi lm khng c ch k. Hc vin s nhn im 0 nu vi phm cam oan trn.

LI CM NTrong thi gian hc tp kho hc MBA lin kt gia Khoa Quc t - i hc Quc gia H Ni v Trng i hc HELP, ti xin c trn trng cm n cc thy c gio trng i hc HELP, cc thy c gio ca khoa Quc t trng i hc Quc gia H Ni, i hc Kinh t Quc dn truyn t nhng phng php nghin cu, kin thc khoa hc, ti xin chn thnh cm n Ging vin Mr. Michael M.Dent, c bit xin cm n Thy gio TS Mr. Bi c Tun trng i Hc Kinh t Quc Dn H Ni, trc tip hng dn ti hon thnh n tt nghip ny. Xin chn thnh cm n Ban Gim c cng ty TNHH nh my bia Chu Thi Bnh dng H Ni to iu kin, cung cp thng tin ti c th hon thin ti nghin cu v phn tch, nh gi chin lc ca cng ty. Cm n Gim c Ti chnh ca Cng ty trc tip cung cp thng tin, ti liu v tr li bng cu hi. Xin cm n cc thnh vin trong lp M14 tch cc tho lun c thm nhiu thng tin gip ti trong qu trnh hc tp v hon thin n. Ti c gng nghin cu n trong phm vi kin thc c truyn ging, tuy nhin do thi gian c hn, vn kinh nghim cha rng v vy s kh trnh khi nhng thiu st. Knh mong nhn c s thng cm, ch bo ca cc thy c v s gp ca cc ng s. Trn trng cm n! H Ni, ngy 25 thng 07 nm 2011 Hc vin

Mai Th Song Nga

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PHN M UTri t ang nng dn ln mi ngy, khng kh nhn ra mt hin tng l ngnh cng nghip ung chu ni chung v Vit Nam ni ring cng ang tng nhit mnh, trong phi k n s nngln chng mt ca cc sn phm bia. Cc s liu quan trc cho thy t nm 1920 n nm 2005, nhit tri t tng ln 10C. Nhit tng, nhu cu gii kht cng ngy mt tng ln theo nhp sng vi v. Hng lot cc loi nc gii kht ua nhau ra i, t nc ngt c ga, khng ga, nc p tri cy, n cc loi tr tho dc... ung pht ln nhanh chng l bia. Tri t nng ln, cng vi vic thu nhp ca ngi dn ngy cng tng, mt s thay i tp qun ung cng din ra mnh m: ngi dn nhiu vng nng thn chuyn t ung ru t nu sang ung bia. Bia nh mt th gii kht quen thuc vi mi ngi hng ngy, trong cng vic kinh doanh, tip i bn b v c nhng ngy l tt, bia dn dn thay th ru v nhng ung khc. Ti H Ni v TP. HCM, trong vi nm tr li y, s lng cc loi bia tng ln ng k, gi cc loi bia cng tng t 10% - 20% ko theo s pht trin mnh ca cc qun n. Trong ci nng thng su rt ngi, cc bng rn qung co v nhng v bia mt lnh gp phn lm nng thm p lc cnh tranh trong th trng bia ti Vit Nam. Vi mt th trng c sc tng trng 2 con s v sc tiu th bia u ngi nm ch mi 18 lt/ngi nm 2006 cn mc thp so vi trung bnh ca th gii, hin nay ln mc 28 lt/ngi vo nm 2010 qu c sc hp dn mnh m cho bt k doanh nghip no Trc ht, xin c im qua mt vi gng mt in hnh lm nn bc tranh ngnh bia Vit Nam. Lu i v danh ting phi k n Sabeco, Tng cng ty bia - ru - nc gii kht Si Gn, vi cc thng hiu Bia Si Gn, Saigon special, 333, bia hi, c nh my khp 3 min.Thng hiu bia quc t sn xut Vit Nam tng trng mnh m nht phi k n 2 thng hiu: Tiger, Heineken. t chn n Vit Nam vo nm 1993 thng qua hnh thc lin doanh, APB Vit Nam ng gp ngun doanh thu v li nhun ng k vo tp on. Cc thng hiu quc t khc cn c th k n l San Miguel, thng hiu bia s mt ti Philipines, Calsberg n t an Mch, Foster's t c, BGI n t Php quc. Cc nh my bia a phng nh Huda Hu, Bn Thnh, i Vit, Phong Dinh, v.v cng ng gp hng sc vo bc tranh ngnh bia thng qua cc phn khc th trng hp c tnh a phng. Qu tht, bia ru c sc hp dn c vi nh sn xut sa ln doanh nghip ng tu, doanh nghip thuc l, ... iu ny cng cho thy nhng thay i trong nhn thc ca ngi dn i vi lnh vc chm sc sc khe c nhng thay i rt ln. Sau khi Vit Nam gia nhp WTO, khi m cc doanh nghip nc ngoi u t vo Vit Nam bng n hn bao gi ht c v s lng v cht lng, xu hng tiu dng hng

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ho v thng hiu l mt tt yu. L mt trong nhng cng ty bia ni ting, chin lc pht trin ca ABP nhm vo phn khc th trng cao cp vi vic xy dng Bia c thng hiu l hon ton hp l. V vy, ti chn Nh my sn xut bia Chu Thi bnh dng nghin cu a ra chin lc qun tr p dng i vi cc doanh nghip cng lnh vc khc. S lc i tng nghin cu: n tp trung nghin cu Qun tr chin lc ca Nh my bia Chu Thi bnh dng. V thi gian c hn, n ch nghin cu tp trung chin lc kinh doanh ca cng ty ti th trng H Ni v cc tnh ln cn. Vi mc ch nghin cu v phn tch chin lc kinh doanh ca Nh my, ti tp trung nghin cu vo nhng ni dung nh sau: + L thuyt: Trn c s l thuyt m hnh Delta Project, Bn chin lc v cc cng c khc vn dng vo nghin cu chin lc ca nh my bia Chu . + Kho st thc tin: Tp trung vo cc s liu hin c ca nh my bia Chu (S liu ti phng ti chnh k ton, nhn s, phng marketing). V, c tin hnh t kho st, phng vn cc c nhn l ngi c quyt nh ch cht trong cng ty phc v cho bi lun ca mnh. Trn c s c nhng nh gi khch quan v tng th v chin lc kinh doanh. xut cc kin ci tin: cn c vo kt qu nghin cu cc s liu gia chin lc v kt qu kinh doanh a ra cc gi , xut xy dng chin lc trong tng lai. Cc kt qu mong mun t c: Ch ra chin lc kinh doanh t vic vn dng l thuyt qun tr v kho st s liu thc tin. Hiu qu v tm quan trng ca chin lc qun tr ti nh my bia Chu Thi Bnh Dng. xut hon thin chin lc kinh doanh ti Cng ty TNNN nh my bia Chu Thi Bnh Dng giai on 2010-2015 v tm nhn 2020

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Chng 1 TNG QUAN L THUYT1.1. KHI NIM, VAI TR CA QUN TR CHIN LC 1.1.1. Khi nim chin lc: C nhiu cch quan nim v chin lc - Theo Fred David: qun tr chin lc l khoa hc v ngh thut nhm thit lp, thc hin v nh gi cc chin lc cho php t chc t c cc mc tiu di hn ca n. (Ngun Fred, 2010) - Hay Chin lc l mt lot cc hnh ng di hn c ra nhm a mt doanh nghip t t v tr hin ti n mt v th mong mun trong tng lai v nhm xc lp li th cnh tranh i vi cc doanh nghip khc trn th trng ( Masey v cc cng s, 2005) 1.1.2. S cn thit ca qun tr chin lc: Qun tr chin lc l mt qu trnh sp xp linh hot cc chin lc, tnh hnh hot ng v kt qu kinh doanh, n bao gm nhn lc, lnh o, k thut v c phng php x l. S kt hp c hiu qu ca nhng nhn t ny s tr gip cho phng hng chin lc v cung cp dch v hon ho. y l mt hot ng lin tc xc lp v duy tr phng hng chin lc v hot ng kinh doanh ca mt t chc; qu trnh ra quyt nh hng ngy gii quyt nhng tnh hung ang thay i v nhng thch thc trong mi trng kinh doanh. 1.1.3. Nhim v ca qun tr chin lc Nhim v 1: Xc nh tm nhn chin lc Nhim v 2: t ra mc tiu Nhim v 3: Lp chin lc Nhim v 4: Thc hin v trin khai chin lc Nhim v 5: Gim st, nh gi v chnh sa nu cn Nm nhim v c quan h cht ch vi nhau t nhim v xc nh tm nhn, s mnh n t ra mc tiu, lp chin lc n trin khai, thc hin chin lc v cui cng l nh gi chin lc doanh nghip ra cn vn g cha hp l? cc bc trin khai no thc hin cha tt? c th chnh sa cho hp l hn v phng php trin khai chin lc tt hn. (Hnh 1 Ph lc 1 nh km) 1.2 CC CNG C S DNG NGHIN CU QUN TR CHIN LC: 1.2.1 M hnh cn bn ca Qun tr chin lc: M hnh cn bn ca qun tr chin lc tr thnh h thng xy dng k hoch v qun tr chin lc, xut pht t m hnh nh gi hiu qu hot ng doanh nghip n gin. H thng ny gip doanh nghip trin khai nhng chin lc trn giy thnh nhng mnh lnh hnh ng cho hot ng hng ngy ca mnh. Balanced scorecard gip to ra cc m hnh

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khng ch o lng hiu qu hot ng m cn gip hoch nh nhng cng vic cn phi thc hin v nh gi. N cho php cc nh qun tr thc s trin khai c cc chin lc ca mnh. M hnh cn bn ca Qun tr chin lc (Xem Hnh 2 ph lc 1) 1.2.2. Hai cng c c bn 1.2.2.1 M hnh Delta Project: (Xem Hnh 3- Ph lc 1) L tam gic phn nh ba nh v chin lc ca doanh nghip bao gm Gii php khch hng - Chi ph thp - Khc bit ha. Mc tiu ca m hnh ny l m ra mt cch tip cn chin lc mi cho doanh nghip trn c s xc nh sn phm tt. Chi ph thp hay Khc bit ha khng phi con ng duy nht d n n thnh cng. im mi ca tip cn chin lc theo chin lc Delta l xc lp xy dng chin lc vi trin khai chin lc thng qua mt quy trnh thch ng vi ba ni dung c bn: Hiu qu hot ng - i mi - nh hng khch hng. 1.2.2.2 Bn chin lc: (Xem Hnh 4- Ph lc1) Bn chin lc m t phng thc mt t chc to ra cc gi tr kt ni mc tiu chin lc vi nhau trong mi quan h nhn qu r rng. y l mt h thng o lng kt qu hot ng ca cng ty trong khng ch xem xt cc thc o ti chnh , m cn c thc o khch hng, qu trnh kinh doanh, o to v pht trin. 1.3. CC CNG C H TR KHC: - Phng php h thng: S dng phng php ny n nh gi ton b cc yu t c th nh hng n chin lc ca ngn hng. Vi phng php ny, vic nh gi cc yu t nh hng n chin lc bao gm c mi trng bn trong v bn ngoi nh my. - Phng php phn tch d liu th cp: c s dng nghin cu c s l lun nhm t nn tng cho vic xy dng chin lc pht trin ngn hng. - Phng php nh tnh: c dng la chn v ra quyt nh chin lc pht trin. - Phng php phn tch ma trn SWOT, m hnh PEST, m hnh 5 p lc cnh tranh PORTER s l nhng cng c h tr thc hin mc ch ca ti ny.

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Chng 2 PHNG PHP NGHIN CU2.1. Trnh t nghin cuC s l thuyt QTCL v cc cng c h tr thc hin nghin cu chin lc kinh doanh ca Heineken Kho st thc trng chin lc ca ABP qua m hnh Delta Project, bn chin lc v Swot Bnh lun, nh gi chin lc hin ti v xut chin lc ca ABP qua m hnh phn tch nghin cu. Phc tho k hoch v lch trnh thc hin chin lc kinh doanh n nm 2020 nh gi v kt lun

2.2 Phng php nghin cu c bn: Phn tch d liu theo cc tiu ch ca hai cng c c bn: M hnh Delta Project v Bn chin lc. 2.2.1 Trin khai thu thp d liu 2.2.1.1. D liu th cp: Cc d liu th cp c xc nh thng qua cc phng php thng k v phn tch hng nm ca Nh my bia Chu . Cc d liu ny c thu nhp t cc Ban chc nng ca Nh my bia Chu nh: Phng k ton; Phng Nhn lc; Phng thng mi, .bao gm: Bo co kt qu sn xut kinh doanh hng nm (ngun cung cp: Phng k ton). Bo co d bo tng trng ca ngnh (ngun cung cp: Phng thng mi). Bo co k hoch nhn lc ca Nh my (ngun cung cp: Phng hnh chnh nhn s). Bo co v kt qu sn xut kinh doanh ca cc i th cnh tranh (ngun cung cp: internet). 2.2.1.2. D liu s cp Nh cp phn I (Nhn nh vn ) do thi gian hn hp nn ch tp trung thu thp d liu s cp qua hai phng php l phng vn trc tip v ly kin chuyn gia qua tho lun nhm: Phng php phng vn: Phng vn s c thc hin vi B Gim c ti chnh Nguyn Th Mai Phng trong Ban iu hnh ca Nh my bia. Ni dung phng vn s chuyn su vo trong bn tiu ch: Ti chnh; Khch hng; Ni b; o to v pht trin. Thi gian phng vn vo cui bui lm vic, thi lng phng vn: 15-20 pht. Phng php ly kin chuyn gia qua tho lun nhm

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Tho lun nhm s c thc hin vi nhm 5 thnh vin cc lnh vc nhng cng c chung mc ch nghin cu v qun tr chin lc doanh nghip. S ln tho lun l 2 ln trong vng 1 gi cho mi ln phng vn. Ln 3 s l ln kt lun cho ni dung phng vn v xin kin chuyn gia nh gi kt qu phng vn phc v vn ang quan tm: V nh thc trng chin lc pht trin kinh doanh ca nh my bia Chu . (Ni dung phng vn v tho lun xem Ph lc 2) 2.2.2. Phn tch d liu thu thp c: a/ M hnh PEST c s dng phn tch mi trng v m. b/ S dng m hnh 5 th lc cnh tranh ca M.PORTER phn tch mi trng ngnh ngn hng. c/ Phn tch SWOT: Mc ch chnh ca phn tch mi trng bn trong l nhn din cc ngun tim nng ang c to ra li th cnh tranh bn vng ca ngn hng. Tin hnh phn tch: im mnh, im yu, c hi, thch thc m ngn hng gp phi. Qua phn tch SWOT t khai thc im mnh, nm bt c hi vt qua nhng thch thc, khc phc im yu nng cao nng lc cnh tranh.

Chng 3 PHN TCH CHIN LC V CNG TY TNHH NH MY BIA CHU THI BNH DNG H NI3.1. GII THIU TNG QUT V CNG TY TNHH NH MY BIA CHU THI BNH DNG H NI 3.1.1. Lch s hnh thnh cng ty: Tin thn ca Cng ty TNHH nh my bia Chu Thi Bnh Dng l Cng ty TNHH nh my bia H Ty (HBL), c php thnh lp ngy 18 thng 6 nm 1996, l lin doanh gia cng ty TNHH Asia Pacific ca Singapore v cng ty TNHH lng thc H Ty v Nh my bia Vit Nam. Mt nm sau khi thnh lp, nh my bia bt u c xy dng. Nhng u t cn thit cho cc d n pht trin gm c s h tng, giao thng, phn phi ln xp x 65 triu la m. 28/4/2003: Cng ty Asia Pacific Breweries mua li ton b c phn ca cng ty lin doanh Nh my bia Vit Nam trong lin doanh tr thnh cng ty 100% vn nc ngoi. 11/9/2008: Cng ty i tn thnh cng ty TNHH nh my bia Chu Thi Bnh dng H Ni

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3.1.2. Cc thng tin chung: 3.1.2.1 Nh my sn xut bia Chu Thi Bnh Dng Nh my c xy dng trn khu t rng 30 hecta ti X Vn To, Thng Tn, H Ty nay l H Ni. y l mt trong nhng nh my hin i bc nht ca Chu . Mi trang thit b u t theo tiu chun quc t, khun vin nh my c xy dng nh mt cng vin cy xanh, c sn tenis v bi bng, h thng x l nc thi hin i. Mc ch u t l c th sn xut v phn phi cc loi bia cht lng quc t. * Cc sn phm ca Nh my bia Chu : - Heineken l mt trong nhng thng hiu hng u th gii, i din cho mt loi bia thng hng vi cc nguyn liu chn lc. - Tiger tng t gii thng bia cht lng quc t. Bia Tiger c nhn bit l loi bia d ung v c th trng rng khp. - Anchor l loi bia nh d ung, dnh cho i tng khch hng a phng v ngi c phong cch sng hin i. Nm 2004 bia Anchor chnh thc ra mt th trng Bc Vit Nam. *Khch hng ca cng ty: Vi nhng thng hiu bia mnh v a dng, Nh my bia Chu nhm ti cc th trng v i tng khc hng: Heineken l thng hiu nhm n khch hng c thu nhp trung bnh v cao. phn khc khc, bia chai Tiger v Anchor hng n khch hng thu nhp trung bnh. * C cu qun l cng ty (Xem Ph lc 3 ) 3.1.2.2 Nhng thnh qu m Cng ty t c trong thi gian qua. Sau 5 nm i mi v thc hin k hoch 3 nm, chin dch t c nhng mc tiu ra di s dn dt ca Tp on v Ban gim c: - Tp trung vo vic pht trin phn khc th trng cao cp i vi heineken v tiger - Thng hiu cao cp c cng c i vi nhn hiu Heineken - M rng th trng bia sang phn khc bnh dn vi thng hiu Anchor - Nng cao cht lng sn phm qua tng nm. 3.2 KT QU HOT NG KINH DOANH: 3.2.1 Bng kt qu hot ng kinh doanh nm ti chnh kt thc ngy 30/9/2010: n v: 1.000 ng CH TIU 1. Doanh thu bn hng v cung cp dch v 2. Doanh thu thun v bn hng v 519.000.000 387.000.000 2010 768.000.000 2009 602.000.000

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cung cp dch v 3. Chi ph hot ng SXKD 4. Li nhun t hot ng SDKD 5. Doanh thu hot ng ti chnh 6. Thu nhp khc 7. L nm trc chuyn sang 8. Li nhun trc thu 5.000.000 0 123.000.000 3.2.2 Vn s hu: CH TIU Nm 2009 S d u nm Li nhun trong nm S d cui nm Nm 2010 S d u nm Li nhun trong nm S d cui nm 3.2.3 Doanh thu 2009-2010 CH TIU Doanh thu bn Doanh thu cung cp dch v Doanh thu ti chnh Li tin gi Li chnh lch t gi thc hin 3.3 NH V CHIN LC CNG TY TRONG TAM GIC CHIN LC 3.3.1. Tm nhn: a nh my bia Chu Thi bnh dng thnh mt trong nhng nh my sn xut bia hng u thng lnh th trng min bc. 11.559.000.000 682.015.000 717.000.000 2010 747.000.000.000 19.000.000.000 2009 556.000.000.000 45.000.000.000 Doanh thu t hot ng bn hng v cung cp dch v 793.000.000.000 793.000.000.000 193.000.000.000 105.000.000.000 298.000.000.000 680.000.000.000 105.000.000.000 785.000.000.000 793.000.000.000 793.000.000.000 153.000.000.000 40.000.000.000 193.000.000.000 640.000.000.000 40.000.000.000 680.000.000.000 Vn iu l gp L ly k Tng 500.000 (34.500.000) 46.500.000 8.000.000 1.000.000 409.000.000 110.000.000 305.000.000 80.000.000

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3.3.2 S mng: Cung cp sn phm cht lng, tn trng sc khe ngi tiu dng. Cng ty xc nh tr thnh doanh nghip bia nc ngoi u tin gp phn thc y nn kinh t Vit Nam. L doanh nghip c trch nhim x hi th hin qua vic to cng n vic lm cho ngi lao ng v tham gia vo cc chng trnh ph bin kin thc giao thng. Vi khu hiu: Ung c trch nhim. 3.3.3. nh hng chin lc: nh v v s khc bit gia nh my bia Chu vi cc doanh nghip cng ngnh l vic nh hnh cc sn phm c cht lng, thng hiu cao cp. Bia tr thnh mt loi thc phm b sung vitamin v cc vi lng i vi ngi tiu dng ch khng ch l mt sn phm thc ung gii kht thng thng. m bo cht lng v nng cao mc sng ca ngi dn. H thng thng phn phi qua cc knh c quyn. 3.3.4 Gi tr ct li: APB coi sc khe ca khch hng l gi tr, l nim t ho ca cng ty. 3.4 PHN TCH MI TRNG KINH DOANH CA CNG TY 3.4.1. Mi trng v m Vi c cu dn s t 25-64 tui chim 68% Vit Nam l th trng mu m cho cc cng ty bia trong v ngoi nc phi quan tm. Cc hng bia ln trn th gii cng v ang c nhng k hoch ln cho cuc xm nhp vo mt th trng bia y tim nng ca Vit Nam. K t nm 2001 n 2006, tc tng trng ca khi lng bia c tiu th hng nm trung bnh (CARG) l 8%, trong , bia hi v bia thng (mainstream) vn l hai dng sn phm ch o vi CARG ln lt l 13% v 6%. Tuy nhin, dng sn phm bia cao cp vi cc nhn hiu nh Tiger, Heineken, Carlsberg mc d ch chim t trng 12% nhng li c mc gi tr ng gp l 20%. Hn 50% th phn sn xut bia ti Vit Nam chu s chi phi ca cng ty lin doanh Bia Vit Nam (Vietnam Brewery Ltd) (20,1%) v Sabeco (31,4%). Cc nhn hiu bia ph bin hin ny l Heineken(10%), Tiger (9,7%), Saigon(Sabeco) (16,8%) v Bia H Ni (Habeco) (9,5%). Nhu cu v bia nc ta ni chung v H ni ni ring ang tng nn c v quy m ln c cu do nhiu nguyn nhn: Th nht, bia l nc gii kht cao cp c ng o ngi tiu dng a chung v n cha nhiu cht dinh dng. Th hai, dn s tng nhanh, thu nhp tng, nhu cu ca con ngi ngy cng cao,i sng nhn dn c ci thin . Mt khc c cu dn c thay i, xut hin nhng tng lp

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ngi c thu nhp cao do thch ng c vi c ch th trng nn yu cu ca h ngy cng phong ph v a dng hn. Khng ch n gin l cht lng m cn c v chng loi sn phm mi, cc dch v gn lin vi qu trnh tiu dng sn phm cng tng nn. Th ba, trong nhng nm gn y, mi trng kinh t rt thun li cho vic pht trin ngnh bia nh: H thng thng tin, ng x phng tin vn chuyn, bo qun...vv . Nhiu trung tm thng mi, vn phng i din xut hin lm bin ng nhu cu ni chung v nhu cu v bia ni ring tng mnh. Th t, mi trng vn ho- x hi cng l yu t nh hng n nhu cu v bia Mc d nhng gi tr vn ho ct li kh bn vng, song vn c nhng bin i nht nh. Mi trng vn ho Vit Nam khng nm ngoi xu hng ny. Trong nn kinh t th trng vc du nhp nn vn ho ngoi lai l truyn rt ph bn, trong n bao hm c mt tch cc ln mt tiu cc. y chng ta ch bn n nhng mt tch cc ca gi tr vn ho tc ng n nhu cu tiu dng bia nh th no.Theo nghin cu th trng, trc y nhu cu tiu th bia ca ngi dn Vit Nam l cha ph bin, nhng cho n nay nhu cu v bia ca ngi dn tng ln r rt trung bnh khong 18 lt/ nm mt ngi, nhu cu ch yu l cc thnh ph trung tm,th trn. Bn cnh trong mt vi nm gn y Nh nc c nhng ch trng chnh sch c tc dng khuyn khch tiu dng bia nh: Cho php thnh lp cc nh my bia lin doanh vi cc Cng ty nc ngoi, u t m rng cho mt s nh my bia ln ca nh nc. Chnh iu ny lm cho nhu cu v bia ngy cng tng. H thng php lut i vi u t nc ngoi rng m, c bit l vic tham gia hip nh thng mi AFTA v gia nhp WTO. Nhu cu v bia chu nh hng theo ma: Vo nhng ngy ma dm gi rt sn phm bia tiu th chm, nhu cu v bia gim i r rt. n ma h th nhu cu sn phm bia li tng ln rt nhiu, do nhu cu khch hng tiu th rt ln. Do vy m sn lng tng gp ba n bn ln so vi ma ng. Chnh s co dn ca cung cu ny nh hng rt ln n k hoch sn xut ca cng ty. Ngoi tnh cht thi v, c im sn xut v tiu th bia cn lin quan n vn thu nhp. Nhng ngi c thu nhp cao thng tiu dng loi bia ngon, tin li trong tiu dng, cn nhng ngi c mc thu nhp trung bnh th mt hng tiu dng chnh ca h l bia hi v cht lng v gi c cng ph hp vi h. Nh vy bia hi ca cng ty hin nay c tiu dng rt mnh, do cng ty ang tp trung khai thc th trng bnh dn

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3.4.2. Mi trng ngnh bia: Nguy c t i th: Habeco (i th trc tip) Bia nhp khu Khch mua hng hu ht l ngi thu nhp cao

Doanh nghip 100% vn nc ngoi, Ngun cung cp l trong nc v quc t

S ganh ua ca cc doanh nghip tng ng: Bia H Ni, Halida

Cc sn phm bia phn phi ch c 2 loi ng chai, ng hp v 1 loi mi v thng tp trung vo phn khc cao cp

3.4.2.1. Cuc chin th phn bia: 15 nm trc, ngnh cng nghip bia Vit Nam ch l sn chi ca 2 i gia nh nc l Sabeco (Tng Cng ty Bia Ru v nc gii kht Si Gn) v Habeco (Tng cng ty Bia Ru H Ni). Hin ti, trn th trung xut hin nhiu tn tui ln nh: APB (Singapore), Carlsberg (an Mch), SABMiler (Anh), Scottish & Newcaste (Anh), San Miguel (Philippines) Thm vo , bia nhp khu cng vo Vit Nam vi nhng thng hiu nh: Warsteiner, Kumbacher (c); Leffe, Stella artois (B) Theo s liu thng k ca Hip hi Bia Ru VN, hin ti, nu chia th trng bia theo phn khc, Sabeco ang dn u dng bia ph thng v chim 35% lng bia bn ra trn ton th trng. Trong khi , VBL (lin doanh gia Nh my bia Vit Nam v Tp on APB) ang nm gi 70% th trng phn khc cao cp vi nhn hng Heineken. Cc kt qu nghin cu th trng chia ngnh cng nghip bia Vit Nam thnh 3 giai on: thp nin 1990 l thi im khi ng ca cc thng hiu bia. Trong khong 5 nm u ca th k 21, ngnh bia bc sang giai on vt chng ngi vt v hin nay ang tng tc. Tuy nhin, ngnh cng nghip ny s khng c giy pht v ch v y l mt cuc chin rt khc lit v khng phi k khng l no cng c th chin thng tt c cc mt trn.

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3.4.3. V th cnh tranh ca Bia Chu 3.4.3.1. B my qun l ca Cng ty Hi ng qun tr - Tng gim c: - Hi ng qun tr cp cao nht ca cu trc cng ty. Hi ng qun tr ra quyt nh v cc cuc hp ca n thng xuyn hoc t xut.Hi ng qun tr ca Cng ty gm 5 ngi do Asia Pacific Breweries ch nh - Tng Gim c: Tng gim c l ngi c u quyn ca Hi ng qun tr qun l cc hot ng tng th ca Cng ty. Tng gim c cng l i din hp php ca Cng ty ti Vit Nam v phi c trch nhim i vi bt k hot ng ca Cng ty. Nh my bia B phn ny l chu trch nhim v vn sn xut lin quan. Nh my bia Manager l ngi ng u vn phng. nhim v ca ng l m bo rng loi bia c sn xut cht lng cao nht vi chi ph thp nht v giao cho khch hng v thi gian. Phng Thng mi Chc nng ca b phn ny l lm tip th v bn bia cho khch hng. Kt qu hot ng ca b phn ny l u ra ca Cng ty. Qun tr Nhn lc Nh my bia Chu thi bnh dng c i ng qun l rt mnh. Tt c cc nh qun l c kinh nghim lm vic lu di trong kinh doanh hng tiu dng nhanh nht l trong kinh doanh bia ti Vit Nam. kinh nghim qu bu ca h ng gp ln ca Cng ty hot ng. Cc ph hp vi chin lc, mc tiu r rng cng nh thc hin cc chin lc ca Cng ty l nhng bng chng ca kh nng qun l. Tuy nhin, s thiu ht nhn s c trnh v kinh nghim trong th trng lao ng Vit Nam vn l mt vn cho Cng ty, c bit l doanh s bn hng / tip th v cc lnh vc k thut. 3.4.3.2. Sn phm: Cht lng sn phm: Tp trung vo cht lng l tng ch o c nh sng lp Gerard Adriaan heineken khi xng ngay t ngy u c mt trn th trng. Cng ty lun duy tr t tng nn d bt c quc gia no i chng na, cc nh my bia ca heineken u coi trng cht lng nguyn vt liu cng nh lu tr v bo qun. Cc sn phm ang c sn xut ti nh my bao gm: heineken, tiger, anchor 3.4.3.3 Cng ngh Cng ngh sn xut Cng ty TNHH nh my bia Chu Thi Bnh Dng l mt trong nhng nh my bia hin

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i nht chu . Tt c cc thit b mi v cc tiu chun ng cp th gii. Cc hot ng nh my bia, lc v ng gi c t ng ha cao v s dng cng ngh mi nht ca cng nghip. nh my bia l mt trong nhng cng ty sn xut u tin ti Vit Nam thc hin vic s dng robot trong phng ng gi. Tng cng, nh my bia c chun b p ng cc tiu chun quc t sn xut hn 300.000 HLS bia lm mi cht lng 3.4.3.4. Marketing v thc trng knh phn phi Cu trc knh phn phi sn phm bia Heineken ca cng ty c hnh thnh bi mt s ngi bn bun bn l v nhng ngi tiu dng ca cng ty. Cu trc ny c cng ty xy dng nhiu nm nay. c im ca h thng phn phi ca cng ty l nhng ngi tham gia vo knh u tha nhn v mong mun ph thuc ln nhau. Bi v h mun xc nh li ch di hn ca h c th t c tt nht l nh vo c h thng phn phi t hiu qu. Cu trc knh phn phi ca cng ty c t chc theo h thng Marketing lin kt chiu dc ( VMS). tham gia vo mt h thng lin kt, mi thnh vin knh phi sn sng chp nhn vai tr,ngha v ca mnh nh: Np mt khon t cc theo quy nh. Cng ty bia Chu Thi bnh dng l ngi lnh o, ngi iu khin knh. Do vy nhng trng trch lnh o, iu khin knh khng nhng mang li hiu qu s thnh cng ca knh m n cn quyt nh n ton b qu trnh hot ng sn xut kinh doanh ca cng ty. Chnh s ph thuc ln nhau gia cc thnh vin l mt p lc lin kt trong cc knh lin kt dc, n cng l nguyn nhn cho cc xung t tim tng. V vy trn t cch l ngi lnh o, iu khin knh cng ty Heineken phi thng xuyn gii quyt cc xung t nu mun cu trc knh ton ti. Khng nhng th m mt vai tr quan trng khc ca cng ty bia Heineken l cung cp s nh hng v thay i hot ng ca knh c k hoch. Sau y chng ta s xem xt cc thnh vin ca knh: + Ngi sn xut: (ngi cung cp) Cng ty bia Chu l ngi lnh o, iu khin knh. + Nhng ngi bn l: y l nhng ngi tip xc trc tip vi ngi tiu dng cui cng. H th hin cho s thnh cng cui cng ca khu tiu th. H l nhng ngi thu thp thng tin c hiu qu nht t pha ngi tiu dng cui cng. 3.4.3.5 Vn v nng lc ti chnh: 100% vn u t nc ngoi, ngun vn di do v n nh. 3.4.4 S chui gi tr:

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C s h tng qun l ( v d: ti tr, ln k hoch, m rng u t)

L

Qun tr ngun nhn lc i ( v d tuyn dng, o to i ng Maketing kt hp vi h thng i ng) nh Pht trin cng ngh (T ng ha, th nghim sn phm, thit k quy trnh, nghin cu vt liu, th trng) u Mua sm (VD: thit b, my mc, qung co, dch v t vn) D tr v phn phi (x l n t hng, d tr, chun b bo co, phn phi) Marketing v bn hng (lc lng bn hng, xc tin, qung co, tip th sn phm )

Li

Cung ng (Tm kim ngun NVL trong nc, thu nhp d liu, dch v, tip cn khch hng)

Sn xut vn hnh ( lp rp kim nh thit b t ng, kim tra kim sot cht lng, ng gi)

Dich v sau bn hng nh (lp t, h tr khch Hng cc sn phm phu gii tr, quyt n khiu ni)

3.5. VN DNG CC CNG C TRONG XY DNG CHIN LC CNG TY BIA HEINEKEN 3.5.1. Ma trn cc yu t bn ngoi Bng Ma trn yu t bn ngoi (S liu c cung cp t phng Thng mi) 4: phn ng tt, 3: phn ng kh, 2: phn ng trung bnh, 1: phn ng km Yu t nh hng T gi Tc tng trng kinh t Lm pht Li sut Chu k kinh t Minh bch Vic lm CPI Dn s Cnh tranh Tit kim Tm quan trng 0.12 0.05 0.10 0.04 0.10 0.20 0.08 0.05 0.03 0.15 0.10 1,00 Phn loi im 4 3 2 3 1 2 3 3 2 4 2 im quan trng 0.48 0.15 0.20 0.12 0.10 0.40 0.24 0.15 0.06 0.60 0.20 2.65

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3.5.2. Ma trn SWOT Ma trn SWOT C hi (O) e da (T) - Th trng kinh t ang - u t vo phn khc cao pht trin mnh m v nhanh cp s b cnh tranh ln khi l c hi pht trin cho phn thu m rng ca hip nh khc bia cao cp AFTA gim v m ca chnh - Vit Nam thc hin hip sch do gia nhp WTO nh thng mi AFTA v - Yu cu ca khch hng WTO vi t cch l thnh ngy cng cao vin - Cnh tranh s tr nn gay gt - S kin quc t v vng v hn sau cc hip nh thng thc ung thc y s mi v sau hi nhp AFTA. pht trin ca thng hiu - Th trng nc ngoi s kh trong nc khn hn do sn phm sn - Vic coi trng u t nc xut theo tiu chun Vit Nam ngoi vo Vit Nam gip - Lm pht v t gi khng n Bia Chu c nhng li th nh nht nh. - p lc t sn phm thay th - Ci thin quan h khu vc nh nc tri cy, khong, v thc y kinh t pht trin ru. c bit l th trng nc b dng tng trng nhanh chng vi nm tr li y. Mt mnh (S) Phi hp S/O Phi hp S/T - Doanh nghip vn c -- Nng cao cht lng chj - Nng cao hiu qu qun l, thng hiu ln trn ton th v, ci tin cc chc nng tit kim chi ph gim gi gii cnh tranh trong nc. thnh sn phm cnh tranh - Cht lng cao, cng ngh - y mnh pht trin phn vi cc doanh nghip trong lun hin i, nguyn liu khc th trng cao cp bng ngnh. chn lc. - Men bia c trng vic nh v r rng thng - Tip tc xy dng cc mi hiu quan h bnh vng vi khch rng cc i tng khc trn

- Th hiu ngi tiu dng i - Xy dng h thng phn hng tim nng c sn v m vi mt hng bia lin tc tng phi v th trng trong nhng nm gn y - Th mnh ca cc gii li th uy tn ca mt thng thng i vi cc nhn hiu hiu ln - Gim gi nguyn vt liu - Thc y hot ng phn

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v vn hnh bng cch mua phi nguyn vt liu ti ch khch hng tr tui - Tip tc xy dng hnh nh ht c trng - Tp trung vo i tng cng ty vi nhng yu t thu

Mt yu (W) so vi th trng nc ngoi ng cn thp so vi khu vc - Ro cn php l phm mi

Phi hp W/O

Phi hp W/T

- Cha c nhiu sn phm mi - u t c s h tng, my - Pht huy hnh nh tt ca mc nhm nng cao cht cng ty vi cc hot ng cng ng - Tip tc xy dng thng - Gim bt chi ph qung co hiu ti phn khc cao cp, bng cch la chn t chc cao cp - Xy dng cng thc o to - Tay ngh, trnh ngi lao lng sn phm.

- Gi thnh cao i vi cc sn kt ni sn phm dch v qung co hp vi cng ty. - p dng quy trnh CCM ( v pht trin bn vng i vi qun l gi thnh) vo tt c nhn s cc hot ng ca cng ty - Nng cao nng sut, h gi thnh sn phm - Tip tc tm kim khch hng ti khu vc min bt. o to vic pht trin k nng thng thuyt i vi cc nh phn phi

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3.5.3. nh v chin lc theo m hnh Delta

HeinekenNh my bia s 1 VIt Nam v ng Nam

Tm nhn, s mnh, gi tr ct li - L doanh nghip cung cp sn phm cht lng ci thin cuc sng ngi dn, sn phm thn thin vi mi trng - Ung c trch nhim - Gi tr ct li: Sc khe ca khch hng l nim t ho ca doanh nghip

Xc nh v tr cnh tranh - Th phn n nh - Mng li cnh tranh cn cao - Cnh tranh vi doanh nghip ln

C cu ngnh - a i th cnh tranh thc ti v tim nng - C nhiu doanh nghip (200)

Cc cng vic kinh doanh Tp trung vo pht trin thc phm vi mt loi sn phm bia duy nht

Hiu qu hot ng - Sau khi lin kt, t mua li tr thnh doanh nghip 100% vn nc ngoi - Cha to gi tr gia tng ln cho khch hng

Xc nh khch hng mc tiu - Xc nh c th khch hng mc tiu v phn khc khch hng - Cn da vo s nng ng ca Lnh o

4 Quan im khc nhau Ti chnh, Khch hng, Qu trnh ni b, Hc hi v pht trin

Ma trn kt hp v ma trn hnh ct Th nghim v phn hi

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Chng 4 PHN TCH VIC T CHC TRIN KHAI CHIN LC4.1 Phn tch chin lc pht trin khc bit ha sn phm 4.1.1 Dng sn phm bia cao cp (heineken, tiger) nh v thng hiu: iu u tin Nh my lm c l nh v thng hiu kh tt vi cc chin dch qung b rm r v nht qun di mt thng ip: Heineken bia ng cp v phong cch ca bn. Mt s thng ip qung co ca h cng rt n tng nh: me & my beer, ch c th l HeinekenThi quen s dng loi bia ny thng gp cc khch hng l: nh ung bia Bn Thnh, bia Si Gn, nhng khi gp g vi i tc th lun gi Heineken. Heineken l thng hiu c bnh chn trong top 10 thng hiu ni ting c ngi tiu dng a thch. Hnh nh heineken c nhn bit cao do cc yu t thng nht nh bao gi, hng v, hnh nh Khi nhc n Heineken, ngi ta thng ngh ti mt sn phm bia quc t, cht lng cao. Gi thnh cao ca bia khin cho sn phm ny c nhc n nh l sn phm bia phn khc cao cp, ch cha hnh thnh mt jsanr phm tng trng cho ngnh bia. Min bc, ngi ta ni n bia H Ni, min Nam l bia Si Gn,ti Hu c Huda phong v bia Hu. Tuy vy, nh v sn phm gip Heineken thng lnh th trng cao cp. Hnh nh ca Heineken l hnh nh ca mt doanh nhn thnh t, tr trung v hi hc. C th thy iu ny ngay cch thc thit k logo, ch E trong tn heineken c thit k ging hnh mt ci. Bn cnh Heineken, sn phm c nh hnh dng cao cp khc ca nh my l Tiger. c nh v km vi cc hnh nh lin quan n th thao v s dng mnh. Gn y, ngi ta chng kin s ti nh v ca Tiger. Nguyn nhn l do nh v th thao, dng mnh qua ri. Phn khc khng cn l tm im ca gii ung bia. Hnh mu c nh gi cao ngy nay l nhng ngi thnh t, bit chm sc hnh thc bn ngoi, hn l nhng mu hnh th thao, gai gc. Vic chuyn t thng ip cn ch g na ni v s mnh m, ch kh nam nhi sang thng ip mi rng danh trn ton th gii cho thy Tiger bt u dch chuyn. Tuy nhin, s dch chuyn nu khng dm i su vo phn khc thnh t nh bia Heineken th n vn cn hi ht bn ngoi, cho d c n lc bao nhiu i na. World Cp 2008, Tiger t chc khuyn mi trng xe rm r, cn Heineken khng lm g nhng vn tr thnh i th ca Tiger. iu ny

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c li ca gim c nhn hiu, gim c marketing v khng bit iu chnh khi Heineken bt u thng th (vo nhng nm 2002 2004). Chin dch tip th ca Heineken lc kh tt. N khng ch khng nh v th ca Heineken trong phn khc ca mnh m cn li ko c ngi tiu dng t cc phn khc khc khao kht mun ung Heineken v doanh thu ca heineken tng. Nhng Cng ty bia Chu li ch quan. H ch ngh Heineken ang ly th phn t cc nhn hng khc m khng ngh rng trong c Tiger. H Tiger trm lng hn so vi Heineken. Cho ti lc Heineken tng trng qu mnh m, h mi xoay qua tp trung ton b ngn sch tip th cho bia Tiger. Lc ny, Heineken thm ch khng cn qung co, c my ca n vn chy o o. V gi Hin bia Heineken thng tng t 320.000 - 330.000/thng, bia xut x H Lan dung tch 500ml tng ln 550.000/thng. Tiger khong 225.000/thng. Bia chai Si Gn c mc gi rt cao, khong 150.000/kt, tng 20.000/kt k t u thng mt n nay, 333 gi mc gi 210.000/thng. Nh vy c th thy, v gi, ABP ang gi gi ca Heineken v tiger cao nht th trng.Trong vic thc hin chnh sch khc bit ha sn phm, cng ty i khi cn cha kim sot c ht din bin th trng. Ti th trng Min bc nm 2009, xy ra tnh trng gi bia ln xung tht thng, i vi loi bia heineken ng lon gi chnh nhau n 70.000vn 1 thng ch trong vng 1 thng trc tt do nhu cu tng cao m kh nng sn xut ca cng ty khng p ng d huy ng ht cng sut. Vic ny t nhiu nh hng khng ch n doanh thu ca Nh my m cn nh hng n s hi long ca ngi tiu dng. c bit l d dn n vic h tm sn phm khc thay th ph hp hn v tin sn trn th trng. 4.1.2 Dng sn phm bia trung bnh Nm 2003, th trng bia h ti H Ni t nhin nng bng bi m ca bia Anchor. Trong khi th hiu ca ngi dn l ung bia hi, bia c, va mt li va r tin. Bia Anchor c gii thiu ti H Ni s dng kiu thng thc bia hi truyn thng ca ngi H Ni. Xut hin ti Vit Nam, nhn hng ny a ra mt cch tip cn th trng cha tng c trng vic nh v thng hiu ca mnh. l xc nh li i tng tiu th v bin i phong cch ph v theo ng bn sc ca ngi Vit Nam. Vi Anchor, su bia li va c nhu va c ung mt loi bia ng cp quc t trong mt khng kh vn rt bia hi ti cc i l bn l ca Anchor. Nh sn xut a ra mt cch tip cn cha tng c

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trong vic nh v thng hiu bia Anchor ti Vit Nam. Anchor mang m phong cch Vit n ni nhiu ngi lm tng y l mt thng hiu c pht trin ring cho th trung Vit Nam. Ln u tin mt m hnh bn l c s dng a thng hiu ny vo mt th trng mi v y tim nng nh th trng Vt Nam. Gi c bia hi bnh dn cng dn rng, chm n ti tin ca anh ph h n ng gim c. Bia c Thanh Xun 1.500 ng/cc, bia hi va h 2.000 ng/cc, bia Vit H 3.000 ng/cc, bia hi H Ni 4.000 ng/cc, hng bia ang chu kh ht khch bng hnh htc, qung co l Anchor cng gi gi 4.000 ng/cc. So vi bia H Ni (sn phm ch o ang chim lnh th trng) bia Anchor bng gi, nhng khch hng nh gi Anchor c v nht, khng thm nh bia H Ni. V vy, gia hai la chn khch hng vn la chn bia H Ni. Rt cc, bia Anchor d c h thng phn phi v marketing tt nhng li khng ginh c khch hng phn khc trung bnh do khng hp vi v gic ca ngi tiu dng. 4.1.3 Chin lc pht trin hng v ring. Bia Heineken c sn xut hon ton t la mch , nc, cy hublong (cn gi l cy hoa bia) v men bia. nc ta khng trng la mch, nguyn liu ny c thay mt phn bng cy la min. Cy la mch c nghin nh, ha vi nc v em un nng. Nhit s tng dn tinh bt trong la mch chuyn ha thnh ng. Qua mt vi cng on phc tp l n cng vic ln men, lc ng s chuyn ha thnh cht cn v carbon dioxide. Qu trnh ln men ko di t 7-10 ngy, trong nhng thng ln men c bit. Trc khi bia c chnh thc ng chai, lon hoc thng ln, cn phi qua cc bc nh lc, lm sch v cui cng qua b phn kim tra cht lng. Ti nh my bia Chu Thi bnh dng, cc sn phm bia u theo mt quy trnh khp kn tng t nh Heineken v ch khc nhau v nguyn liu u vo a ra mt hng v khc. 4.2 Phn tch ch tiu doanh nghip: 4.2.1 Chnh sch ti chnh Nh my bia u t 60.000.000 ng (vn iu l) bng 100% vn thc gp nc ngoi. y l mt doanh nghip c tim nng kinh t mnh. Li nhun i vi nh nh u t thu c t hot ng bn hng v cung cp dch v (chim 90% tng doanh thu ca doanh nghip). Ngoi ra, thu nhp khc nh my c bao gm t li sut tin gi v li do chnh lch t gi, thu nhp t thanh l ti sn, bn ngueyen vt liu bao bi

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khng s dng, bn nguyn vt liu sn xut khng s dng (theo bo co ti chnh nm 2010). Li nhun i vi x hi: to cng n vic lm cho ngi lao ng ti khu vc H Ty (ni doanh nghip c nh my sn xut) 4.2.2 Khch hng: Khch hng ca cng ty hin ti c chia lm hai th trng ch yu: phn khc th trng cao cp, phn khc th trng trung bnh. Khch hng hin ti ca phn khc cao cp l khch hng c thu nhp cao v l khch hng trung thnh. Do hiu ng x, lp khch hng ny s mang li cho doanh nghip mt hnh nh uy tn v ng cp. Bia Heineken vng chn ti th trng ny. Phm vi ca th trng bao gm: Min Bc v min Trung. 4.2.3 Cc quy trnh ni b: * Cc quy trnh qun l khch hng: Quy trnh qun l khch hng khoa hc, hiu qu gip cho vic tm kim, m rng, phc v khch hng mt cch nhanh nht v tha mn khch hng tt nht. C th xc nh c bn tp hp cc quy trnh qun l khch hng sau: La chn khch hng c hng ti C c khch hng hng ti Gi chn c khch hng Pht trin kinh doanh vi khch hng M rng, hng ti khch hng trong tng lai.

Vic xc nh khch hng c th c xc nh qua thu nhp, tui tc, cng vic, tui, quy m gia nh v cch sng. Vic c c khch hng gn lin vi vic a ra cc sn phm tt, dch v trn vn, gi c ph hp, cnh tranh v tha mn ti a nhu cu ca tng loi khch hng. V d: ABP cung cp sn phm bia Heineken cho cc i l trong h thng phn phi, t cc khch hng trong h thng c th t vn v cung cp cc dch v sn phm i vi cc t chc khch hng, cung cp cc kin thc cn bit nh chng trnh sng c trch nhim m ABP ang phi hp trin khai. * Cc quy trnh i mi: Cc quy trnh i mi pht trin cc sn phm, qu trnh v dch v mi, thng gip cng ty c th thm nhp cc th trng v b phn khch hng mi. Vic qun l i mi bao gm bn tp hp cc quy trnh sau: Nhn ra c hi cho cc sn phm v dch v mi Qun l danh mc vn u t cho nghin cu v pht trin Thit k v pht trin cc sn phm v dch v mi

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Mang cc sn phm v dch v mi ra th trng.

V d: Anchor c a ra nm 2003 sau khi Heineken v tiger vng chn trong phn khc th trng cao cp. Anchor c xy dng nh l mt sn phm dnh ring cho th trng Vit nam. Gn y, th trng H Ni hoang mang v cc c s phn phi bia hi c th pha ln bia, khin ngi tin dng khng th mua c loi bia xn nh h mong mun, Anchor cho ra mt sn phm Anchor ng lon. * Cc quy trnh iu chnh v x hi: Khi hot ng mi quc gia, a phng th cn phi tm hiu v tun th cc quy nh ca quc t, quc gia, a phng - v mi trng, sc kho v s an ton ca nhn vin. Quy trnh iu chnh x hi theo cc ni dung sau: Mi trng S an ton v sc kho Cc thng l v thu ngi lm cng vic lu di u t cho cng ng

u t cho mi trng, sc kho, s an ton cng l mang li cho cng ty mt hnh nh, danh ting v hiu sut hot ng v x hi, h tr cng ty trong vic thu ht v gi chn i ng nhn vin c cht lng cao, qua gip cc quy trnh s dng ngun lc con ngi c hiu qu cao hn. Hn na, vic gim cc s c v mi trng v ci thin tnh an ton v sc kho cho ngi lao ng gip tng nng sut v gim chi ph hot ng. V d: Xy dng chng trnh sng c trch nhim (tham kho ti trang web: www.uongcotrachnhiem.com.vn). Bn chin lc

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V mt ti chnhChi ph cn cao

Nng cao gi tr c ng di hn

Doanh thu t cc sn phm trc tip 74%, Knh phn phi 20%, 6% t H khc

Tham gia u t, gp vn vo 1 lnh vc duy nht, tp trung XD thm nh my SX

To ra nhng ngun thu nhp mi

V mt khch hng

Gii php gi tr khch hngKhch hng a dng, nhiu lnh vc Nng cao s tha mn khch hng Xc nh KH mc tiu v phn khc TT

V mt ni ti V kh nng hc hi v pht trin

Quy trnh qun l hot ng - Cu trc qun l tp trung

Quy trnh qun l khch hng - phn on khch hng v xc nh khch hng mc tiu

Quy trnh ci tin - Cng ngh nc ngoi - C cc b phn nghin cu khoa hc.

Quy trnh iu tit v x hi - To nhiu vic lm cho x hi - Ch trng n gio dc - Quan tm n hot ng x hi

Xy dng tc phong cng nghip v vn ha Doanh nghip

i ng lnh o nng ng, c tm nhn, trnh cao

Lm vic theo nhm v kh nng tng tc cn yu

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Chng 5 BNH LUN - NH GI QUN TR CHIN LC TI CNG TY BIA CHU THI BNH DNG5.1 Nhn nh chung v chin lc hot ng ca Nh my bia Chu Thi Bnh Dng Nh trnh by trn, ta c th thy s mnh ca Bia Chu Thi Bnh Dng l nh my sn xut bia hng u Vit Nam vn 100% ca nc ngoi u t gp phn thc y s pht trin Kinh t v gii quyt cc vn v vic lm lao ng ti th trng min bc. Chin lc ca Bia Chu Thi Bnh dng l tp trung vo cc sn phm v phn khc th trng cao cp l hon ton ph hp vi s mnh v li th ca cng ty m ti H Lan. K hoch mang tnh hiu qu cao v n cn c trn cc s liu doanh thu thnh cng ca cc nm trc. Cn c vo tnh hnh hot ng thc tin ca cng ty v th trng hin ti. Qua vic xy dng chin lc ban lnh o cng ty xc nh c mc tiu cng nh nh hng lu di cho s pht trin lu di ca cng ty trong 10 nm ti c th l nh my ng u Vit Nam v sn lng bia cao cp. Thun li: Quan tm n vic m rng th trng, tm kim vic lm, xc nh cc cng trnh xy dng ch yu s tham gia xy dng v trong thc t c nhng bin php ginh v gi vng th trng. Quan tm n tng cng sc cnh tranh ca cng ty thng qua i mi c ch hot ng, c ch dch v, lin kt vi cc doanh nghip trong v ngoi nc. C kinh nghip trong vic Bi dng cn b, k thut v pht trin ngun nhn lc mi. Pht trin th trng Vit Nam thnh cng l bc ABP m rng xy dng nh my ti Campuchia, lin hip 2 nh my Campuchia Vit nam c th xut khu bia trong Khu vc ng Nam , trc mt l nc Lo. Kh khn: Trnh i ng nhn vin cn yu, nh my sn xut thiu dn n sn lng khng t mc p ng nhu cu tiu dng. Vic m ca th trng khi gia nhp WTO dn n vic cnh tranh vi cc i th khc tr nn gay gt, c bit l cc i th t quc t do vic gim thu tiu th c bit.

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Lng nh my cn thiu, cha p ng nhu cu ca ngi tiu dng nht l trong cc dp l tt.

5.2 Mt s bt cp, hn ch trong chin lc hin ti ca Nh my bia Chu : Chin lc kinh doanh cc sn phm cha c s ng nht. iu d nhn thy nht l th trng cao cp xut hin s trm lng ca bia Tiger trc s bnh trng ca Heineken. Tiger trong vi nm gn y hu nh khng c hot ng g ni bt, th phn b ngi anh em ln chim lin tc. y l bt cp duy nht trong chin lc hin ti ca ABP

Chng 6 MT S KIN NGH tr thnh nh my bia c th phn thng lnh ti Vit Nam v m rng ra khu vc ng Nam , tc gi xut chnh sa, b sung hon thin chin lc kinh doanh ca Bia Chu Thi Bnh Dng n nm 2015 nh sau: 6.1 Tm nhn: Nh my bia c th phn thng lnh ti Min Bc Vit Nam, xy dng nh my ti Campuchia v xut khu bia sang th trng ln cn (nh Lo), ng thi ln chin lc mua li cc cng ty bia nh a phng khng c kh nng duy tr hot ng chim lnh th trng 6.2 Chin lc hot ng: Duy tr cc khch hng s dng sn phm cao cp M rng cc loi hng v truyn thng ph hp vi th hiu ca ngi dn Vit Nam ni ring v chu ni chung. M rng th trng khch hng c thu nhp trung bnh v thp M rng cc knh phn phi cc tnh xa H Ni cha c sn phm cng ty 6.3 Mc tiu: - M rng th trng sang cc nc ln cn: Lo, Campuchia, - Tm hiu th trng bia khu vc ng nam v xy dng nh my ti Campuchia. - Gia tng gi tr u t cho c ng thng qua cc hot ng u t xy dng nh my mi, marketing tip th qung co xy dng hnh nh cng ty, d bo v nh gi chnh lch t gi ngoi hi, s dng tin mt ti qu hiu qu nht bng cch u t ngn hn hoc gi tit kim - ng gp cho s pht trin cng ng, x hi: tip tc chng trnh ung c trch nhim, xy dng cc chng trnh thit thc khc nh: tm hiu An ton giao thng vit nam, phi hp vi

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y Ban An ton Giao thng k bin bn ghi nh d n mang tn Bit khi no khng li xenhm gip ngi tiu dng ung c trch nhim v an ton khi tham gia giao thng. Trch qu ng h tr em hiu hc chng trnh v ngy mai pht trin bng cch trch bao nhiu ng cho mt chai bia trch nhim x hi. 6.4 Xy dng cc chin lc, k hoch t c mc tiu: V mt ti chnh: + Tng cng s dng ti sn: bao gm nh my, ti ch v chai, nng cao vng quay ca kt, chai v lon, nh xng vn phng v xy dng + Ci thin cu trc gi: thc y qung co, tip th tng marketing, gim chi ph nhp khu nguyn liu bng cch tm sn phm thay th ti a phng + Nng cao gi tr gia tng cho khch hang bng nhng vic lm c th v thit thc nh p dng cc chng trnh khuyn mi c qu tng. + M rng nghin cu sn phm: pht trin cc sn phm ph hp vi khu v th trng ln cn V mt khch hng: + M rng phm vi khch hng mc tiu: Trin khai ngay cng tc tip th i vi cc Nh hng mi khai trng i vo hot ng, ginh th phn cnh tranh vi sn phm bia khc + Cung cp sn phm gi thnh thp hn: Gim gi bn cho cc i l thng xuyn ng thi khuyn mi, qu tng cho cc i l mi c khai thc + Nng cao cht lng sn phm dch v: i ng tip th ti cc Nh hng c tuyn chn k v o to k nng chiu khch hng vi tiu ch: lch s, nh nhn v kho lo + M rng quan h Cng ty m khu vc + Pht trin chin lc qung co, tip th marketing v pht trin cc thng hiu bia mi ph hp vi tng vng min V mt ni b: + Quy trnh qun l hot ng: - Xy dng quy trnh qun l sn xut theo tiu chun ISO - Xy dng knh phn phi sn phm linh hot hn. + Quy trnh qun l khch hng: - Xc nh nhm khch hng mc tiu - Phn on khch hng: chia khch hng theo nhm cao cp, bnh dn v th hiu vi tng loi nhn hng khc nhau + Quy trnh iu tit v x hi:

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- Cc k hoch ng gp x hi v h tr pht trin cng ng. - Cc k hoch khc nh pht trin nhn s v pht trin mng li c tc dng gin tip n s pht trin cng ng. V kh nng hc hi v pht trin: + C cu t chc ni b: Xem xt li vai tr ca tng v tr sp xp, b tr li theo chc nng nhm t c mc tiu v nhim v chung Qun l ca tng b phn chc nng: sn xut, bn hng, ti chnh, marketing... s c nhim v bo co li vi gim c- ngi chu trch nhim phi hp cc hot ng trong cng ty v cng l ngi chu trch nhim cui cng v kt qu hot ng ca cng ty. Trnh tnh trng cha phn nh thnh nhiu chc nng ring r. Trong c cu tin chc nng, mt ngi c th m nhiu chc nng khc nhau. + Vn t chc - Xy dng vn ha doanh nghip mang bn sc ring, thng hiu bia cao hn, nng cao nng lc v tm nhn ca i ng lnh o, y mnh kh nng lm vic theo nhm ca cn b, kh nng tng tc v lin kt gia cc b phn, cc phng ban vi nhau.

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6.5. Chin lc n 2015 qua M hnh Delta Project v Bn chin lc: 6.5.1 M hnh Delta Project:

Nh my bia Chu Thi Bnh Dng

APB l nh my SX bia c th phn thng lnh trong khu vc

Tm nhn, s mnh, gi tr ct li - Tr thnh n v sn xut v cung cp bia hang u ti Vit Nam vi th phn thng lnh - Sn phm cht lng, a dng v khng dng li mc gii kht - Gi tr ct li: Cht lng sn phm l gi tr gia tng i vi x hi

Xc nh v tr cnh tranh - M rng th trng canh tranh - Xc nh khch hng mc tiu: m rng phm vi khch hang - Pht trin cc knh bn hng vo cc vng trng im kinh t

C cu ngnh - Pht trin ngun lc. - Pht trin ngnh bia Vit Nam

Cc cng vic kinh doanh Sn xut v phn phi bia Xut khu bia sang Campuchia, Lo

i mi ci tin Nng cao gi tr gia tng trong sn phm - p dng cng ngh hin i. - Xy dng thm nh my Sn cut

Hiu qu hot ng - Xy dng thng hiu bia cao cp ti Vit Nam - Cha m rng c i tng khch hng

-

Xc nh khch hng mc tiu Khch hng cao cp Khch hng khu vc bnh dn

6.5.2 Bn chin lc:

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V mt ti chnhGim chi ph

Nng cao gi tr c ng di hn

Doanh thu t cc sn phm trc tip 80%, m rng xut khu sang cc TT ln cn

Xy dng nh my ti Campuchia, xy dng nh my ti min bc VN

To ra nhng ngun thu nhp mi

V mt khch hng

Gii php gi tr khch hngKhch hng a dng, nhiu lnh vc Nng cao s tha mn khch hng Xc nh KH mc tiu v phn khc TT TB

V mt ni ti V kh nng hc hi v pht trin

Quy trnh qun l hot ng - Cu trc qun l tp trung

Quy trnh qun l khch hng - phn on khch hng v xc nh khch hng mc tiu

Quy trnh ci tin - Cng ngh nc ngoi - C cc b phn nghin cu khoa hc.

Quy trnh iu tit v x hi - To nhiu vic lm cho x hi - Ch trng n gio dc - Quan tm n hot ng x hi

Xy dng tc phong cng nghip v vn ha Doanh nghip

i ng lnh o nng ng, c tm nhn, trnh cao

Lm vic theo nhm v kh nng tng tc cn yu

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6.6 Mt s kin ngh: 6.6.1 u t hn na vo chin dch qung co: + Qung co hng ti i tng khch hng l nhng ngui tr thnh t cho mt hng bia cao cp + Vit ha cc ngn ng ca Bia Heineken khi qung co mi thnh phn c th hiu c thng ip ca nh sn xut + a ra cc thng hiu bia Heineken, Tiger v cc a phng gip danh ca khu, bin gii + Tng cng s c mt ca sn phm cng ty ti cc ca hng tin li 6.6.2 Sn xut: Tch hp chiu dc: + T sn xut nguyn liu theo vn c sn ti Vit Nam, cc nc ln cn + Ch trng hn xoay vng v chai + p dng chui cung ng hiu qu + Xut khu bia sang th trng ln cn 6.6.3 Cc chin lc p dng: 6.6.3.1 Chin lc dn u v chi ph: Chin lc ny hng ti mc tiu tr thnh nh sn xut c chi ph thp trong ngnh vi tiu chun cht lng nht nh. Vi ngun vn di do ca doanh nghip, doanh nghip khng phi tr nhng lai chi ph lm nh hng n li nhun nh li vay. Khi , cng ty hoc s bn sn phm vi gi trung bnh ca ton ngnh thu c li nhun cao hn so vi cc i th cnh tranh, hoc s bn vi gi thp hn gi trung bnh ginh thm th phn. Trng hp cuc chin tranh gi c din ra, cng ty vn c th duy tr mt mc li nht nh, trong khi cc i th cnh tranh buc phi chu thua l. Doanh nghip s thnh cng trong chin lc khc bit ha sn phm v c cc th mnh sau: Kh nng tip cn vn tt u t vo thit b sn xut. y cng chnh l ro cn m nhiu cng ty khc khng th vt qua. Nng lc thit k sn phm tng hiu qu sn xut, v d to ra thm mt chi tit nh no rt ngn qu trnh lp rp. C trnh cao trong sn xut. C cc knh phn phi hiu qu.

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6.6.3.2 Chin lc Khc bit ha sn phm y l chin lc pht trin sn phm hoc dch v ca doanh nghip sao cho sn phm hoc dch v ny c c nhng c tnh c o v duy nht, c khch hng coi trng v nh gi cao hn so vi sn phm ca cc hng cnh tranh. Gi tr gia tng nh tnh c o ca sn phm cho php doanh nghip t ra mc gi cao hn m khng s b ngi mua ty chay. Doanh nghip s thnh cng trong chin lc khc bit ha sn phm v c cc th mnh sau: Kh nng nghin cu v tip cn vi cc thnh tu khoa hc hng u. Nhm nghin cu v pht trin sn phm (R&D) c k nng v tnh sng to cao. Nhm bn hng tch cc vi kh nng truyn t cc sc mnh ca sn phm ti khch hng mt cch thnh cng. Danh ting v cht lng v kh nng i mi ca doanh nghip.

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Chng 7 KT LUNTrong tin trnh hi nhp nn kinh t th gii v xu th pht trin mnh m ca nn kinh t th trng, mt nn kinh t c s cnh tranh bnh ng gia cc doanh nghip khi tham gia vo th trng, doanh nghip no tho mn tt hn nhu cu ca khch hng th doanh nghip s tn ti v c khch hng yu qu. Nhng sn phm m Cng ty Bia Chu tung ra th trng u c khch hng nh gi cao v dnh c s yu mn ca phn ln khch hng min Bc khi m tng kt nm 2009 bia Heniken, Tiger chim ti 50%-60% th phn min Bc, cht lng v sn phm lun c khch hng nh gi cao. Th trng bia ti Vit Nam hin ti c nh gi l mt th trng rt tim nng mu m, cnh tranh mc cao. Trong tng lai khng xa th trng ny s c s xm nhp ca hng lot cc hng bia nc ngoi nhp khu khi cnh tranh s tr nn gay gt mnh lit hn. Khi mt doanh nghip no mun tn ti c trn th trng ny s phi lm tt cng tc qung co qung b thng hiu to c ch ng cho thng hiu trong tm tr khch hang. V vy doanh nghip khng ngng nghin cu pht trin sn phm ph hp vi tng mc tiu v c chin lc kinh doanh m rng th trng p ng nhu cu th hiu ca ngi tiu dng. Trong sut tin trnh pht trin ca mnh, nh my Bia Chu Thi Bnh dng lun tng cng cc hot ng pht trin sn phm, nghin cu th trng, tm kim cc sn phm thay th ti cu trc gi v nh v thng hiu cao cp nh Heineken, Tiger. Chin lc khc bit ha c p dng t sn phm, h thng phn phi v khch hng. Tuy chin lc bia Heineken, tiger, anchor thnh cng trn th trng Vit Nam, cn phi c s thay i thch hp hn vi truyn trng vn ha ca mt nc ng v chim lnh th phn hng u ti th trng tim nng mu m ny. Ngoi ra, chin lc cc sn phm khc cng cng ty cng cn c s thng nht trnh tnh trng mnh t cnh tranh vi mnh nh nhng nm qua.

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PH LC 1: CC M HNH P DNG TRONG BI (Ngun: Gio trnh Qun tr chin lc i hc Help, Maylaysia) 1. Hnh 1 (Nm nhim v phi thc hin trong qun tr chin lc)

Nhim v 1Pht trin S mnh v Vin cnh chin lc ca cng ty

Nhim v 2Lp ra cc Mc tiu

Nhim v 3Tho Chin lc t c Cc Mc tiu t ra

Nhim v 4ng dng Thi hnh Chin lc

Nhim v 5Gim st, nh gi, V Sa cha sai st

Xem li, sa i nu cn

Xem li, sa i nu cn

Ci thin / Thay i

Ci thin / Thay i

Phc hi cc ni dung c nu cn

2. Hnh 2 (M hnh cn bn ca Qun tr chin lc)

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3. Hnh 3 ( M hnh Delta Project)

M hnh DeltaCc gii php khch hng ton din

Cc thnh phn c nh vo h thngSn phm tt nht S mnh kinh doanh C cu ngnh

Xc nh v tr cnh tranhCng vic kinh doanh Lch chin lc i mi, ci tin

Hiu qu hot ng Xc nh khch hng mc tiu Lch trnh chin lc cho qu trnh thch ng

S chin lc4 quan im khc nhau Ti chnh, Khch hng, Qu trnh ni b, Hc hi & Tng trngMa trn kt hp v ma trn hnh ct Th nghim v Phn hi

35

Hnh 4 ( Bn chin lc)

36

PH LC 2: BNG PHNG VN

Phng vn cp 1 Phng thc qun l hiu qu s to ra b mt cng ty, to ra bu khng kh ti vui phn khi thay cho s cng thng, u m trong cng ty v qun l chin lc l mt trong nhng tc nhn . nh gi r chin lc ca APB, ni Cng ty ch Phng ang lm vic ti c vi cu hi nh sau: 1. Hin ti Ch Phng l lnh o cp no? Lnh o cp cao (CEO) ca tp on 2. Trnh hc vn cao nht hin nay ca cng ty Ch Phng? Thc s 3. S mnh ca cng ty l g? Ch Phng c bit s mnh ca cng ty khng? Doanh nghip 100% vn nc ngoi to gi tr gia tng ti Vit Nam thng qua sn phm gii kht c cht lng cao 4. N c th hin trong cc lnh vc no: Sn phm 5. Mc tiu ca cng ty l g? Doanh nghip thng lnh th trng min Bc, nh my sn xut bia s 1 ng Nam 6. APB. s dng cc chin lc cnh tranh? Gy khc bit ha sn phm 7. Phng nhn thy mc tiu ca tp on a ra ph hp vi chin lc hay cha? t c mc tiu 8. Theo Ch Phng trng thi ti chnh v cc mc tiu chin lc ca Tp on c t c mong mun hay khng? Tc tng trng t mc mong mun. 9. Tp on c i th cnh tranh khng? Chng ti c khong 200 i th 10. Ch cho rng cn lm g tng th phn? Ci tin sn phm, Gim chi ph Vi vic tr li nhng cu hi ny, Ch Phng trn cng v l Gim c Ti chnh gip chng ti c mt ci nhn tng qut nht v vic xy dng chin lc pht trin ca nh my v gip chng ti c nhng xut xc ng cho chin lc trong giai on mi. Chng ti xin chn thnh cm n s hp tc, gip ca Ch Phng. Xin gi ti Ch Phng li cho trn trng!

37

Phng vn cp 2: 1. ng b c bit s mnh cng ty mnh khng? Nu c, n c th hin th no trong cc lnh vc: sn phm, khch hng hay h thng? S mnh ca cng ty c th hin ti hai lnh vc sn phm v khch hng. t c sn lng cn thit cho tng sn phm, cng ty y mnh sn xut v m rng phn khc khch hng. T phn khc cao cp m rng sang cc phn khc khc vi cc sn phm tng ng. Thnh cng ca NM bia Chu l xm nhp vo phn khc khch hng bnh dn vn l sn chi ca cc nh my bia ln nh Habeco vi sn phm Anchor. 2. Cng ty c thng tin gip ng b c th hiu r nhng quan nim s mnh thng c? Cc thng ip c th hin trong bn k hoch kinh doanh, vn ha doanh nghip, v chin lc marketing 3. Vin cnh ca nh my s c tuyn b nhng g? Vin cnh Doanh nghip l nh my s 1 Min bc Vit Nam, m rng cc th trng ln cn v xy dng nh my ti campuchia. 4. Nh my c th t c mc tiu bng nhng chin lc no? Cc chin lc t c mc tiu l: Chin lc pht trin sn phm, Chin lc khc bit ha, Chin lc m rng th trng 5. Chin lc kinh doanh ca nh my ph hp hay cha? C nn thu hp hay m rng lnh vc hay khng? Chin lc kinh doanh ca Nh my tp trung vo cc sn phm bia ti phn khc cao cp, nhn chung v ang ph hp vi s mnh. Tuy nhin cn c s tng hp chin lc gia cc sn phm, trnh vic anh em cng nh quay sang i u nh Tiger v Heineken. 6. Khch hng mc tiu ca nh my? Hin ti nh my tp trung vo cc khch hng mc tiu l doanh nghip, khch hng thu nhp cao (chim 80% li nhun). 7. Cc i th cnh tranh ca Nh my? i th cnh tranh trc tip l cng ty nc ngoi sn xut bia v ang c mt ti Vit Nam, cc sn phm bia ngoi nhp t cc nc nh Tip, c, .

38

PH LC 3: C CU T CHC CNG TY

BAN GIM C (BOD)

Tng gim c (GM)

P. Nc gii kht

Phng thng mi

Phng k ton

P. Hnh chnh nhn s

B phn sn xut

Bp Bn hng

K ton Nhn s

K s P. Marketing

H thng qun l thng tin

o to

Logistics

Mua smHnh chnh

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PH LC 4: CC BIU M HNH TH PHN V S LIU THAM KHO Hnh 1: Biu th phn top 10 sn phm bia ti Vit Nam ( Chng 3)

Hnh 2: Th phn sn lng cc Nh SX bia ti Vit Nam ( Chng 3)

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Bng so snh cc i th cnh tranh ti th trng bia Vit Nam: (n v: nghn lt) CNG TY TBD Sabeco Carlberg Huida) Foster Vit Nam San Miguel 645 2,279 620 2,273 650 2,307 702 2,520 758 2,752 818 (halida 2,558 v 549 2,700 638 2,900 733 3,100 806 3,239 887 3,443 975 2004 2005 1,200 2006 1,205 2007 1,461 2008 1,550 2009 1,800 Nh my bia Chu 1,110

(Ngun: http://gafin.vn/20110703121819410p0c36/sabeco-khao-sat-thi-truong-bia.htm) Mi sn phm ng top tiu dng thuc 3 i gia ngnh bia Vit Nam l Habeco, Sabeco v Nh my bia Chu thi bnh dng. Bng cng sut ca mt s cng ty bia ti Vit Nam Stt 1. 2. 3. 4. 5. 6. 7. Tn cng ty TCT Bia ru H Ni Cng ty Bia Vit Nam Cng ty Bia Vit H Cng ty Bia Bn Thnh Cng ty Foster Nng Cng ty Foster Tin Giang Cng ty Bia ng Nam Hin nay 100 30 30 72 22 35 30 2006 -2010 300 200 100 150 300 400

Bng doanh thu tiu th theo th trng ca Cng ty TNHH nh my bia Chu TBD t 2004-2006 Th trng H Ni Hi Phng Hi Dng Qung Ninh 2004 DT 13,388,643 16,413,342 32,133,677 TT 3,03% 3,96% 7,41% 242,503,906 54% 2005 DT 19,345,321 28,423,049 45,325,604 TT 3,7% 5,4% 8,7% 274,033,098 52% 2006 DT 29,305,234 38,402,546 61,403,678 TT 4,12% 5,41% 8,7% 376,564,324 53%

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H Ty Ngh An

17,053,421 5,423,983

3,86% 1,26%

23,390,452 9,733,983

4,43% 1,86%

28,504,420 13,459,874

4,06% 1,92%

PH LC 5: QUY TRNH SN XUT BIA TRONG MT QUY TRNH KHP KN T NG Heineken l mt sn phm ni ting in hnh ca Pilsener. Thnh phn chnh ca bia gm: Nc, mch nha, hoa bia, men bia, cc cht lm trong. XAY NGUYN LIU:- Dng my xay xay mch nha, go. - Xay sao cho dp ht l ra phn tinh bt bn trong ht - Lm thnh "bt" NU BIA - Xay nguyn liu - Thy phn tinh bt to dch hm - Tch b - un si Lm lnh THY PHN TINH BT TO DCH HM: Trn bt vi nc to thnh hn hng - Dng nhit un si - Trong hn hng tinh bt c chuyn ha thnh cc loi ng (cht chit) cho ln men. TCH B: Lc hn hng tch b mch nha ra khi dch ng (hm) - B hm c th s dng l ngun thc n cho chn nui cc loi gia sc nh b, ln. UN SI HM: - un si hm nhm mc tiu:1. Tit trng 2. Tch ly cht ng trong hoa bia.3. Kh protein - Dng ni xoy lc tch protein (cn). H NHIT LM LNH: - H nhit t 100 C xung 13 - 16 C - Dng nc lnh thu hi nhit - Xng kh hm cho men pht trin LN MEN: - Rt men vo hm lnh trong thng ln men - C 14 triu t bo men trong 1ml hm bia (tc l 1t t bo men trong mt lt hm)- Con men "n" ng pht trin ng thi to ra:1. Cn 2. CO2 3. Cc hp cht hng thm 4. Nhit LN MEN PH: - cui giai on ln men bia c lm lnh dn xung ti -1 C.- Men lng v c tch ra. - Bia chn - y din ra mt cht cc bin i lm n nh hng v cho bia.- Lng CO2 trong thng bia ln men tng ln LC: - Lc bia tch cc t bo men cn li v protein.- Chy my lc nhit -2 C, nhit rt lnh ny nhm m bo bia "n nh" -iu ny gip cho bia khng b c khi ng vo chai hoc vo lon. - Sau khi lc, bia c mu vng "sng" NG CHAI: - Ra chai - Kim tra - Chit vo chai - Thanh trng - Dn nhn -

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Kim tra bia chai thnh phm - ng gi THANH TRNG: - Phun nc nng khong 65 C ln chai/lon bia thnh phm. Gi trong mi trng nhit 65 C trong vng 10 - 15 pht.- Qu trnh thanh trng s git ht cc vi khun hoc men "di" c th lm hng bia. NG LON: - Ra lon - Chit lon - Thanh trng - In hn s dng - ng gi NG KE: - Ra keg.- Thanh trng "nhanh" bia.- ng vo keg. CHT LNG L G ?Mi loi sn phm hoc dch v c coi l tt hay t cht lng cao khi "p ng c th hiu ca ngi tiu dng" CHT LNG TRONG QU TRNH SN XUT- Nguyn liu cht lng cao. i ng cn b cng nhn vin lnh ngh. - My mc c bo dng tt.- Thc hin ng qui trnh cng ngh.- Kim tra cht ch vic thc hin theo ng qui trnh cng ngh.- Kim tra hot ng ca tng cng on thng qua phng th nghim NH GI CHT LNG NH TH NO ?- Lp tiu chun cht lng v nh gi bia tng giai on nhm m bo bia t ch tiu cht lng sn phm trong gii hn cho php- t trng - % cht kh- cn - % cn theo th tch- mu - 0EBC - ng - BU- pH- CO2- c- -xy- hng v- cht lng ng gi-Hng v c vai tr v cng quan trng v c gim st nh lp bng nh gi hng v. HNG V BIA: 1. Hng v (khu gic) 2. Khu v (v gic) 3. n nh hng v bia l quan trng 4. C mt s thut ng k thut thng dng nh gi hng v bia: - V mch nha- Hng hoa bia- Hng tri cy, mi este, mi dung mi.- Mi sulfua.- V c, v b -xi ha, v nu, v nht- Ngt.- ng.- Mnh, m NHN THC CA KHCH HNG I VI CHT LNG: 1. Cht lng ng gi. 2. Hnh thc ca bia khi c rt ra ly trong bt Mu sc 3. Mi 4. Hng v TUI CA BIA:- Tui ca bia cho ta bit c hn s dng ca bia trong bao lu m vn m bo cht lng ban u. - Tuy nhin bia ngon l bia c ung cng ti cng tt. LUN CHUYN HNG TRONG KHO: - F.I.FO- Nhp trc xut trc, nhp sau xut sau.- Vic lun chuyn hng trong kho theo ng nguyn tc kt hp vi phng php sp xp hng trong kho hp l ng n gip cho vic giao c hng mi v tt ti tay khch hng.

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CC YU T I VI KHO BO QUN HNG: - nh sng.- Nhit . Bn/Bi GII THIU SN PHM: - Lon/Chai sch- Ly/tch sch- Keg bia - thit b rt sch.- Rt ly bia theo ng qui cch KHCH HNG THY HI LNG

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LI CM N.................................................................................................................................. 1 PHN M U ............................................................................................................................. 2 Chng 1. TNG QUAN L THUYT ........................................................................................ 4 1.1. KHI NIM, VAI TR CA QUN TR CHIN LC................................................ 4 1.1.1. Khi nim:..................................................................................................................... 4 1.1.2. S cn thit ca qun tr chin lc:............................................................................. 4 1.1.3. Nhim v ca qun tr chin lc................................................................................. 4 1.2 CC CNG C S DNG NGHIN CU QUN TR CHIN LC: ................. 4 1.2.1 M hnh cn bn ca Qun tr chin lc:..................................................................... 4 1.2.2. Hai cng c c bn ....................................................................................................... 4 1.2.2.1 M hnh Delta Projeet..5 1.2.2.2 Bn chin lc.5 1.3. CC CNG C H TR KHC: ..................................................................................... 5 Chng 2 PHNG PHP NGHIN CU .................................................................................. 5 2.1. Trnh t nghin cu.............................................................................................................. 5 2.2 Phng php nghin cu c bn: .......................................................................................... 5 2.2.1 Trin khai thu thp d liu............................................................................................. 5 2.2.2. Phn tch d liu thu thp c:.................................................................................... 7 Chng 3. PHN TCH CHIN LC V CNG TY TNHH NH MY BIA CHU THI BNH DNG H NI................................................................................................................. 7 3.1. GII THIU TNG QUT V CNG TY TNHH NH MY BIA CHU THI BNH DNG H NI ............................................................................................................ 7 3.1.1. Lch s hnh thnh cng ty: ......................................................................................... 7 3.1.2. Cc thng tin chung: .................................................................................................... 8 3.2 KT QU HOT NG KINH DOANH: ........................................................................ 8 3.2.1 Bng kt qu hot ng kinh doanh nm ti chnh kt thc ngy 30/9/2010: ............... 9 3.2.2 Vn ch s hu . 9 3.2.3 Doanh thu 2009-2010 .................................................................................................... 9 3.3 NH V CHIN LC CNG TY TRONG TAM GIC CHIN LC....................... 9 3.3.1. Tm nhn: ...................................................................................................................... 9 3.3.2 S mng: ...................................................................................................................... 10 3.3.3. nh hng chin lc: .............................................................................................. 10 3.3.4 Gi tr ct li: ............................................................................................................... 10 3.4 PHN TCH MI TRNG KING DOANH CA CNG TY ...................................... 11 3.4.1. Mi trng v m........................................................................................................ 11

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3.4.2. Mi trng ngnh bia ................................................................................................ 12 3.4.3. V th cnh tranh ca Bia Chu .............................................................................. 13 3.5. VN DNG CC CNG C TRONG XY DNG CHIN LC CNG TY BIA HEINEKEN............................................................................................................................... 15 3.5.1. Ma trn cc yu t bn ngoi ..................................................................................... 16 3.5.2. Ma trn SWOT........................................................................................................... 17 3.5.3. nh v chin lc theo m hnh Delta....................................................................... 18 Chng 4. PHN TCH VIC T CHC TRIN KHAI CHIN LC.................................. 19 4.1 Phn tch chin lc pht trin khc bit ha sn phm ..................................................... 19 4.1.1 Dng sn phm bia cao cp (heineken, tiger) .............................................................. 19 4.1.2 Dng sn phm bia trung bnh ..................................................................................... 20 4.1.3 Chin lc pht trin hng v ring....21 4.2 Phn tch ch tiu doanh nghip: ......................................................................................... 21 4.2.1 Chnh sch ti chnh..................................................................................................... 21 4.2.2 Khch hng: ................................................................................................................. 22 4.2.3 Cc quy trnh ni b: ................................................................................................... 22 Chng 5. BNH LUN - NH GI QUN TR CHIN LC TI CNG TY BIA CHU THI BNH DNG ............................................................................................................... 23 5.1 Nhn nh chung v chin lc hot ng ca Nh my bia Chu Thi Bnh Dng ... 25 5.2 Mt s bt cp, hn ch trong chin lc hin ti ca Nh my bia Chu : ................... 26 Chng 6 MT S KIN NGH.................................................................................................. 26 6.1 Tm nhn: ............................................................................................................................ 26 6.2 Chin lc hot ng: ......................................................................................................... 26 6.3 Mc tiu: ............................................................................................................................. 26 6.4 Xy dng cc chin lc, k hoch t c mc tiu:................................................. 27 6.5. Chin lc n 2015 qua M hnh Delta Project v Bn chin lc: ............................ 29 6.5.1 M hnh Delta Project: ................................................................................................. 31 6.5.2 Bn chin lc: ....................................................................................................... 31 6.6 Mt s kin ngh:................................................................................................................. 31 6.6.1 u t hn na vo chin dch qung co:.................................................................. 31 6.6.2 Sn xut: ...................................................................................................................... 31 6.6.3 Cc chin lc p dng:............................................................................................... 31 Chng 7. KT LUN ................................................................................................................. 33

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Ph lc 1: M hnh p dng trong bi Ph lc 2: Bng phng vn Ph lc 3: C cu hot ng cng ty Ph lc 4: Cc biu m hnh th phn Ph lc 5: Quy trnh sn xut bia Danh mc ti liu tham kho

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DANH MC TI LIU THAM KHO 1. PGS.TS L Th Gii, TS. Nguyn Thanh Lim, ThS. Trn Hu Hi, Qun tr chin lc, Nh xut bn Thng K, H Ni, nm 2009 2. Bi Th Thanh 2009, Bi hng dn Chin lc kinh doanh 3. Bo co ti chnh nm 2005-2009 ca Nh my Bia Chu Thi Bnh Dng 4. Bo co kt qu tng hp kinh doanh nm 2009-2010 ca Nh my bia Chu Thi Bnh Dng 5. Th Bnh, Bi ging Phn tch tnh th chin lc v cc chin lc in hnh, i hc Thng Mi 6. i hc Griggs 2010, Gio trnh qun tr chin lc 7. Cc trang web v bi vit trc tuyn tham kho: http://www.lantabrand.com/ www.baocongthuong.com.vn http://chuoigiatri.net/ www.caohockinhte.info http://www.danketoan.com/forum/bi-quyet-kinh-doanh/thuong-hieu-manh-loi-lon-cuaheineken.74545.html http://www.baocongthuong.com.vn/p0c197n9393/viet-nam-dung-thu-3-the-gioi-ve-tieuthu-bia-heineken.htm http://my.opera.com/qtdn/blog/quan-tri-chien-luoc-khai-niem http://vnexpress.net/gl/kinh-doanh/2009/12/3ba166f6/ http://gafin.vn/20110703121819410p0c36/sabeco-khao-sat-thi-truong-bia.htm 8. Fred R.David, 2009 tr.7, Khi lc v qun tr chin lc, nh xut bn thng k

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