Phương pháp và biện pháp phát triển thị trường đông dược của công ty cổ phần dược và thiết bị y tế bộ giao thông vận tải traphaco

Ben canh nhung thuftn lpi co ban trdn thi san xuat kinli doanh Ddng dupe gap khdng ft kho khan, mpt nguyen nhan quan trong do la v£n de phat tridn thi tru’dng san phdm dPng dupe chua co

bO giao duc vA ©Ao TAO

2.1? ONG DAI HQC KINH Tfi QU6c DAN

BO GIAO DUC VA DAO TAO TRUONG DAI HOC KINH TE QUOC DAN

PHUONG HUONG VA BIEN PHAP PHAT TRIEN

THI TRUONG DONG DUOC CUA CONG TY

CO PHAN DUOC VA TRANG THIET Bi Y TE

BO GIAO THONG VAN TAi TRAPHACO

LIJAN VAN THAC SI KINH Tf:

CHUYEN NGANH : QUAN TRI KiNH DOANH THlTONG MAI

MUC LUC

Trang

PHAN Md DAU I

Chuang 1: Thi truong dong duoc va co lwi phat trien thi truong cua

cac cong ty kinh doanh dong duoc o Viet Nam

1.1 Thi tru’dng va vAn d£ phat trien thi tru’dng cua doanh nghifip 4

1.1.1 Ilii tru’dng va thi tru’dng cua doanh nghifip bong cliifin luqc kinli doanh4 1.1.2 Phat tri£n thi tru’dng cua doanh nghicp - Co’ so d6 thanh cong trong kinli doanh 11

1.2 1’lii truong dong duoc Vici Nani - Dac diem xu huong vftn dong 28

1.2.1 Dac diSm cliung cua nen san xuat kinh doanh duoc pliani o nude ta trong giai doan hidn nay 28

1.2.2 Ilii truong dong duoc Viet Nani „ 42

1.2.3 Cac nhAn to co ban anh hu’dng den xu hu’dng vAn dong cua thi tru’dng dong duoc Viet Nam 60

Chtfong 2: Phan tich tinh li'inli phat trien thi truong dong duoc cua cong ty Traphaco 2.1 Khai quat vd cong ty Traphaco 66

2.1.1 Lich su’ li'inli thanh va phat trifi’n cua edng ty 66

2.1.2 Dac di6ni boat dong san xual/kinh doanh cua cong ty 69

2.2 Phan tich tinh li'inli boat dong kinh doanh cua cong ty Traphaco 77

2.2.1 Chien luqc va kc hoach kinh doanh cua cong ty 77

2.2.2 Ket qua san xuat kinh doanh cua cong ty cac nam 1995-1999 79

2.2.3 Cac nhAn to co ban da anh huong den ket qua san xuat kinh doanh cua cong ty 86

2.3 Thi truong va cong lac phat triSn thi truong cua cong ty Traphaco 108

2.3.1 Thi tru’dng san pliAin 108

2.3.2 Thi tru’dng tlieo ti6u thii’c dia ly 115 2.3.3 I lii truong tlieo tieu thii’c khacli hang I 16 2.3.4 Chien luqc thi tru’dng cua cong ty Traphaco 1 18 2.4 Kha nang phat trien (hi tru’dng cua edng ty Traphaco 1 19 2.4.1 Ycu cAu phat tiid’n thi tru’dng cua cong ty Traphaco I 19

2.4.2 Cac y£u t6 kick thfch va k'lm ham su' phal tri&i thi trubng dong dupe

cua cong ty Traphaco 122

2.5 Kel luan chung 124

Chirong 3: Phuong huong va bien pliap co ban pliat trien thi trubng dong dupe cua Cong ty Traphaco 3.1 Dir bao nhu cdu san pliam dong dupe Iren thi trubng 127

3.1.1 I’hi Irubng thuoc cliira benli b Viet Nam den na.ni 2010 127

3.1.2 Chien lupc phal trien nganh dupe (long tirong lai 128

3.1.3 Nhu efiu san pliAm dong dupe trfin thi trubng Viet Nam (rong tuong lai 130 3.2 Quan diem cluing.v£ vAn d6 phal IriAn thi trubng dOng dupe cua ebng ty Traphaco 133

3.3 Cac huong co ban de phal t lien va str lua chon huong chu dao pliat trien thi trubng dbng dupe cua cong ty Traphaco 133

3.3.1 Pliat trichi thi trubng llieo cliitki long 133

3.3.2 Pliat tri^n thi trubng llieo cliicu sail 134

3.3.3 Pliat trien thi trubng thong nlial 135

3.4 Cac bien pliap co ban pliat trien thi trubng dong dupe cua Cong ty Traphaco 137

3.4.1 Hoan thien cliicn lupc pliat trien san pliam 137

3.4.2 Phan doan thi trubng va lua chon thi trubng muc tifiu 143

3.4.3 XAy dung chiAn lupc Marketing thfch hop clio cac thi trubng muc tidu 147 3.4.4 Cac bien pliap cu llifi pliat trien thi Irubng dong dupe cua ebng ty Traphaco 165

K&TLUAN 167

DANH MUC TAI LIEU THAM KHAO 169

PHAN Md DAU

1 Bat van de.

Tit nam 1986 nude ta da chuydn sang ndn kinh td' hang hoa nhidu thanh phfin, v&n hanh llieo cd chd' thi trudng co su quan ly ciia Nha nude, ndn kinh 16' nude ta da dat dupe nhu’ng thanh tun rat quan trong Cung nhu cac nganh kinh Id' khac, nganh duoc cung co nhidu cliuyen bien tich cue Nganh Dupe da dam bao cung ting du thud'c thiet ycu cho su ngliiep chain soc she klioe nhftn dan Thud'c dupe cung ca'p dfiy du ca vd so lupng, chat lupng va chiing loai, khdng dd xay ra tinh hang thidu thuoc hpac bien dong vd thud'c ngay ca trong thdi didm thidn tai dich bdnli, tidn thud'c sir dung binh quAn dau ngudi tang dAn tirng nam lit 0,3USD nam 1990 ldn dd'n 5USD nam 1999 Gia tri san xuA't kinh doanh ciia toan nganh khdng ngirng tang trudng nam sau cao lion nam trudc Tuy nliidn su co sal ciia thi trudng, co che ciia ndn kinh td' thi trudng, bdn canh nhu’ng thdi co la nhu’ng thach thirc mdi dat ra cho nganh dupe noi chung va san xuAt kinh doanh dong dupe noi rieng

Nhu cdu sir dung thuoc 6 nude ta ngay cang tang cao vdi muc tidu 10 USD tidn thud'c binh quAn dfiu ngudi vao nam 2010 cho ta tha'y mdt co hdi Ion cho nganh kinh doanh dupe plifun tai Vidt Nam Hidn nay, thuoc cliu’a bdnli pliAn Idn tir ngudn go'c boa dupe, khang sinh va dupe lieu Cac chat lam thuoc bat ngudn tir cAy co dong vai trd quan trong trong san xuA'l thuoc chu’a bdnli Truydn tlid'ng sir dung thud'c nam theo tdng kd't ciia Ttid Tinh thidn su, thd' ky XIV "Nam dupe tri nam nhan" Noi tong ra, nhu’ GS.TS Fauron Dai hoc Dupe Montpellier "bat ky thdi didm nao, 6 ba'l ky xii* nao, con ngudi ddu dung cay

co dd tu midi sd'ng, vii’a de tu chain soc sire klioe"

Vide sir dung thud'c dong dupe hay con goi la thuoc y hoc co truydn d Viet Nam nhu mdt thdi quen la mdt tliuAn lpi lA't co ban cho vide phat tridn nganh san xua't nay, ben canli do nude la nam trong viing kill hAu nhidt ddi

238 ho thuc vat Mat khac Dang va Nha nude rat quan tarn tdi viec phat tridn n6n y hoc c6 truydn, dupe thd hien trong chfnh sach qudc gia vd thud'e Ben canh nhung thuftn lpi co ban trdn thi san xuat kinli doanh Ddng dupe gap khdng ft kho khan, mpt nguyen nhan quan trong do la v£n de phat tridn thi tru’dng san phdm dPng dupe chua co mpt dinh hudng va bipn phap phat tridn mot each khoa hoc phu hop vdi didu kien thuc lien cua nganh dupe va cua loan ndn kinh te' nude nha.

Vdi mpt thi trudng ddng dupe defy tidm nang nhung cung day thach thuc cua co chd' thi trudng, Cdng ty Cd ph<tn Dupe va trang thiPt bi y te Bp giao thong vpn tai - Traphaco (vid't tat la Cdng ty Traphaco) da budc dau khang dinh dupe budc di cua minh trdn thi trudng dupe phdm noi chung va thi trudng ddng dupe noi ridng

Trude nhung thudn lpi va kho khan dupe ndu trdn, de cdng ty Traphaco tidp tuc phat tridn bdn vung thi vice nghidn ciiu va dua ra dupe nhung bidn phap dd phat triPn san xuPt kinh doanh chung cua cdng ty dac biet la cac san pham ddng dupe ma cong ty dang phat trien thanh the manh la mpt van de

nhan dan va ddng gop cho ndn kinh td dat nude dua trdn cac lpi thP so sanhcua Viet Nam VI nhung ly do ndu Iren tac gia dudi sir hu’dng dan cua TS Nguyen Xuan Quang chon de tai ''Phuong hu’dng va bien phap phat tridn thi trudng Ddng dupe cua Cdng ty Cd phfin dupe va trang thiet bi y td'Bo giao thdng van tai - Traphaco"

2

2 Muc tieu nghien cuu.

Trdn co sd khai quat pliAn tfch thi trudng thuoc y hoc c6 truyfin (YHCr) trdn th£ gidi, thi trudng thuO'c YHCT d Viet Nam de co mot cai nh'in chung vd thi trudng thuO'c co ngudn gO'c tir cAy con trdn thd' gidi va Vi£t Nam Tim ra dupe cac nguydn nliAn tac dpng dd'n sir hinli thanh, pliat tri£n thi trudng cua doanh nghidp san xuA't kinh doanh cac san phAm dong dupe, va chi ra dupe cac ndi dung va bidn pliap pliat tridn thi trudng cua doanh nghidp san xuA'l kinh doanh DPng dtrpc trong didu kidn ndn kinh te nude nha

3 Doi tuong nghien cuu va pliam vi nghien cuu:

- Nghien ciru sir hinli thanh, pliat tri&i thi trudng dong dirpe va cac bidn pliap pliat trien thi trudng dong dupe trong moi quan lie vdi nganh y td' va voi thi trirdng thuO'c chira benli d Vidt Nam

- Pliam vi nghien ciru: Tir there tidn hoat dong san xuA't kinh doanh va edng tac phat tridn thi trudng d Cdng ty c6 phdn dupe phAm va trang thid't bi y td' BO giao tliOng vAn tai Traphaco

4 Phuong phap nghien cuu:

Trdn co so phtrong phap duy vAt bidn chung duy vAt lich sir, phuong phap phAn tfch tdng hop, lich str - logic, thong kd so sanh, kdt hop vdi didu tra nghidn cuu khao sat thpc tidn de rut ra there trang xac dang vd thi trudng dupe hidn nay d Vidt Nam la co so dira phuong htrdng va bidn pliap pliat trien thi trudng cua doanh nghidp san xuA't kinh doanh dong dupe

5 Cau true cua luan an.

Ket cau cua luan an ngoai plian mo dau va ket luan, luan an gdm:

Chuong 1 : Thi trudng dong dupe va co hoi pliat trien thi trudng cua

cac cdng ty kinh doanh dong dupe d Viet Nam.

Chuong 2: Phan tfch tinli hinli pliat trien thi trudng dong dupe cua

cong ty Traphaco.

Chuong 3: Phuong liudng va bien pliap co han pliat trien thi trudng

dong dupe cua cdng ty Traphaco.

CI?Cr0RG 1:

THI TRUONG BONG DUOC VA CO HOI PIIAT TRIEN THI TRUONG CUA CAC CONG TY KINH DOANH DONG DUOC 0 VIET NAM

1.1.1 Thi trudng va thi trudng cua doanh ngliiep trong chien lucre kinh

doanh

1.1.1.1 Cac quan diem ve thi trudng:

! 7.7.7.7 Quan diem cddien.

Tlii trudng la mot pham tru kinh Id" cua san xuAt hang hoa Cac nha kinh

td hoc da dua ra rAt nhidu cac quan didm vd (hi trudng Theo cac quan didm

cd didn, thi trudng duoc coi la cai clip, la noi mua ban hang hoa ma d do cAn

co su hidn dien cua ngudi ban, ngudi mua va hang boa Co quan nidm lai cho rang thi trudng la noi gap go giua cung va cAu, giua ngudi mua va ngudi ban, thi trudng la cAu ndi giua san xuAl va tidu dung, linh vuc trao d6i ma d do ngudi mua va ngudi ban canh tranh vdi nhau de xac dinh gia ca va so lupng hang hoa mua ban

Theo quan niem hidn dai, thi trudng duoc coi la tdng hoa md'i quan lid giua ngudi mua va ngudi ban, la noi tdng hop so cung va cAu vd mot loai hang hoa hoac mdt tAp hop hang boa nao do va no duoc bidu hidn ra ngoai bang cac hanh vi mua ban hang hoa thong qua cac don vi tidn td nham giai quyet cac mAu thuAn vd lpi ich cua cac thanh vidn tliam gia thi trudng

Theo quan nidm cua chu nglna Mac - Ldnin, thi trudng la bidu liien ciia

su phAn edng lao ddng xa hoi, la mot trong nhu’ng kliAu cua qua trinh tai san xuAt md rdng

4

Thy theo cac each tid'p eftn, cac dinh nghia trdn day vd thi trudng co thd nhah manh d dia didm mua ban, vai tro cua ngudi mua, ngudi ban hoac chi ngudi mua, coi ngudi mua giu vai tro quydt dinh trong thi trudng chu khdng phai ngudi ban, mac du khdng co ngudi ban, khdng co ngudi mua, khdng co hang boa va dich vu, khdng co thda thuftn thanh toan bang tidn hac hang thi khdng thd li'inli thanh thi trudng Clio du trong thi trudng hidn dai, co thd cac ydu td trdn khdng co mat trdn thi trudng thi thi trudng vAn cliiu sir tac ddng cua cac ydu td Ay va thuc hidn vide trao ddi hdng hoa thdng qua thi trudng.

* Thi trudng co nhung dac diem sau:

- Phai cd khah hang (ngudi mua hang), khdng nhdt thiet phai gan vdi dia didm xac dinh, dfty cd thd xem la yeu td tidn quydt

- Khach hang phai cd nhu cAu chua duoc thda man, dAy chfnh la ddng lire thuc dAy khach hang mua hang hoa va dich vu

- Khach hang phai cd kha nang thanh loan, tuc la khac hang phai cd tidn

dd mua hang, day chfnh la ydu to quan trong dd vide mua ban hang hoa, dich

vu duoc thuc hien tron ven

Nhu vdy, thi trudng la sir kdt hop gitra cuiig va cau trong dd cd ngudi mua va ngudi ban b'mh dang cung canli tranli, so luqng ngudi mua va ngudi ban nhidu hay ft plian anil quy md cua thi trudng ldn hay nho Thi trudng con

la bieu hidn cua qua trinh ma trong dd thd hien cac quydt dinh cua ngtrdi tidn dung vd hang hoa va dich vu cung nhu cac quydt dinh cua nha kinh doanh vd

sd luqng, chAt luqng, mAu ma, gia ca hang hoa, T’lii trudng tdn tai va vdn ddng theo cac quy luAt khach quan cua nd, la mot pliAn khdng thd thidii cua tai san xuAt md ldng

1.1.1.2 Thi trudng cua doanh nghiep.

/.1.1.2.1 Khai niem thi tnr&ng cua doanh nghiep.

O pham vi doanh nghidp, thi trudng duoc md ta la mot hay nhidu nhom khach hang vdi cac nhu cAu tirong tir nliau va nhung ngudi ban cu the nao dd

ma doanh nghidp vdi tidm nang cua m'rnh co thd mua hang hda va dicli vu dd thoa man nhu cdu trdn cua khach hang.

Nhu vAy, theo quail nidm cua ngudi ban, thi trudng cua doanh nghidp, trudc hdt la nhGng khach hang co tidm nang tidu thu, co nhu cdu cu the vd hdng hda, dich vu trong mdt tlidi gian nhAt dinh va chUa dirqc thoa ma, chit khdng thd quan nidm thi trudng don thuAn la nidi kliu vuc hay mOt pliam vi dia ly nao do

Thd hai, ydu td quan trong va lam ddi trong vdi cAu trdn thi trirdng la cung vd hang hda, dicli vu do cac ca nliAn doanh nghidp trong ndn kinh te qudc dAn tao ndn Chihli sit lac dong qua lai vdi iiliau giua cung va cdu vd hang hda tao ndn quy luAt cung cdu, chi phdi boat ddng san xuA't kinh doanh trdn thi trudng

Thu ba, thanh plifin khdng the tliieu duqc tham gia thi trudng cua doanh nghidp la cac hang hda, san plifini cu thd, ddi tuong dd mua ban trao ddi

Mdt khi trdn thi trirdng cd nliidu ngudi mua, nliidu ngirdi ban va nliieu loai hang hda tuong tu nliau vd cliAl luqng, gia ca, tat ydii nay sinh sir canli tranh Canli tranh la mdt bo may didu chinh trat tu thi trudng, la yeii td quan trong kfch thfch tfnh tfch cue, tfnh da dang va iiAng cao chAt luqng hang hoa cho phu hop vdi nhu cdu thi trudng Nlur vay, cac ydu td cA'u thanh thi trudng cua doanh nghidp gdm : cung efiu, gia ca va sir canli tranh

a Theo doi ttfang san pham mua han tren thi tru'd'ng chia thanh:

+ Thi trudng hang hda gdm hang tu lieu san xuA't va tu' lieu tidu dung+ Tlii trudng sue lao dong

+ Thi trirdng von (tlii trudng chung khoan, thi trirdng bAt dong sail, thi trudng thud mua)

+ Tlii trudng tidn td

+ Thi trudng dicli vu

+ Tlii trudng chAt xam

6

h Theo pham vi hoat dong cua doanh nghiep tren thi trudng co:

+ Thi trudng dia phuong (viing)

4- Tlii trudng loan qud'c

+ Thi trudng khu vuc

+ Tlii trudng qud'c t£

c Can cut vdo mute do canh tranh cua thi trudng gom:

+ Tlii trudng canh tranh hoan hao

4- Tlii trudng canh tranh ddc quy#n

4- Tlii trudng ddc quyen

4- Tlii trudng chfnh

4- Tlii trudng b6 sung (khong pliai la chfnh)

e Theo tinh chat cua san pham khac nhau tren thi trudng.

4- Tlii trudng cua san pli&n thay th#

4- Tlii trudng san ph&n bo sung

4- Tlii trudng co t6 chuc

4- Tlii trudng khdng co td elide (thi trudng nam ngoai sir didu kliien quan ly cua nha nude)

g Can cut vdo muc dich hoat dong cua doanh nghiep gdm:

4- Tlii trudng ddu vao

4- Thi trudng dftu ra

1.1.1.3 Vai trd vd chute ndng ciia thi trudng vdi doanh nghiep.

being hoa Tlii trudng cung la noi chuydn tai cac boat ddng san xuA't va kinh doanh hang hoa, thi trudng cung la noi chuydn tai cac hoat dong san xuei't

kinh doanh Trdn thi trudng, ngudi mua, ngudi ban, ngudi trung gian gap nhau trao ddi hang hoa, dich vu Thi trudng duoc thd hidn cac vai tro sau:

Thi trudng la ydu to song con cua san xuft't kinh doanh hang hoa bdi muc dich cua ngudi san xuft't hang boa la ban hang nham thda man nhu clu khach hang va qua do thu lqi nhuftn ma d dd lqi nhuftn la lien dd cho su- phat trien cua doanh nghiep Cdng vide ban hang la rat kho khan va mua hang chi la mOt hftng vi don gian Ndu con thi trudng thi san xuft't kinh doanh con tdn tai, mft't thi trudng thi san xuft't kinh doanh se bi dinh tie

Thi trudng pha vd danh gidi cua ndn san xuft't tu nhidn de chuydn thanh san xuft't hang hoa thOng qua trao ddi mua ban gitra cac vung lanh thd va cac quoc gia se bidn nhung td elide kinh te khep kin thanh cac vung chuydn mOn hoa, san xuft't hang hoa lidn lid vdi nhau Qua dd kinh td tu nhidn bidn chuydn thanh kinh td hang hoa

Thi trudng hu’dng din san xuft't kinh doanh Cac nha san xuat kinh doanh

Thi trudng plian anh duoc thuc trang tinh li'inli san xuft't kinh doanh vdi tO'c dd phat trien va quy mo cua nd

Thi trudng la noi quan trong de danli gia, kidm ngliiem, chung minh dung dan cua cac chu truong, clnnli sach, cac bidn phap kinh td cua nha nude

va cua doanh nghiep Thi trudng con plian anh cac quan hd san xuft't, hanli vi giao tiep cua con ngudi

Dd liidu ro lion vai tro cua thi trudng, ngudi ta pliftn chia thi trudng ra lam hai loai: thi trudng dftu vao va thi trudng dfiu ra:

trudng cac ydu t6' cho san xuft't kinh doanh ddng vai tro quan trong ddi vdi qua trinli san xuft't kinh doanh cua doanh nghidp

- Bao dam didu kidn cho san xuat phat trien lien luc vdi quy mo ngay cang mo rOng

X

- Thue dAy ap dung cac tidn bO khoa hoc ky tliuAt - cdng nghe mdi vao san xuA't thOng qua vide bao dam cho san xuA't nhung may moc, thid't bi, cong

cu, dung cu chuydn dung co nang suA't cao va co hidu qua sir dung td't._ _

- Dam bao cung cA'p dAy du, kip thdi, ddng bO va dung chA't luqng cho cac doanh nghidp san xuA't cac ydu td vAt chA't dd nha san xuA't tAp trung vao chuydn mOn hoa san xuA't ThOng qua vide cai tidn dicli vu o cac khAu mua ban, vAn chuydn, thanh loan giup cho doanh nghidp san xuA't nhAn duqc cac ydu 10' san xuA't ngay cang thuAn Iqi

- Dam bao cho cac doanh nghiep san xuA't giam bdt quy mO du tru’ 16n o noi tidu dung Vide phAn phoi lai du trir cac ydu tO' san xuA't llieo liudng tang cudng du tru o khAu liru thOng lam cho du trir cua loan xa hoi giam xuO'ng va luqng du tru duqc luAn chuydn nlianli

- Dam bao cho ngudi tidu dung co thd nhAn duqc hang hoa va dicli vu thfch hop, phu hop vdi tlii hieu ngudi tidu dung va thu nhAp cua ho Giup cho ngudi tidu dung tOi da hoa lqi fell thong qua vide ngudi tidu dung dupe tu do lua chon hang hda va dicli vu tlii trudng

- Tliuc dAy nhu cAu, gqi mo nhu cAu, mang den cho ngudi tidu dung cuoc

va thd gidi, dua hang hda chA't luqng tot dd'n vdi ngudi tidu dung, nhAt la nhung mat hang trong nude clnra duqc san xuA't hay san xuA't vdi sO' luqng han chd khdng du dap ling cho nhu cAu tidu dung

- Giai phong con ngudi klioi nhung cdng vide lat vat, tid't kidm thdi gian cho ho nhd su’ da dang hda cac chung loai hang hda va cac loai hinli dicli vu

- Giam bdt du trir hang tidu dung 6 cac ho gia dinh va cac ca nhAn, cac tAp the tidu dung Str pliAn phoi lai du trir hang tidu dung tlieo huong tAp trung hang d cac doanh nghidp thuong mai lam cho tlii trudng hang hda them phong

phu, da dang va ngudi mua co the tu do Iua chon theo sd th fell cua mlnh va kha nang thanh toan cua ho.

- Thi trudng hang tidu dung va dich vu dn dinh co tac ddng rAt 16n tdi vide on dinh ddi sdng cua cac lid gia dinh va toan xa hoi Chfnh vi vAy ma Chfnh phu ludn nd lire bang nhu’ng chfnh sach quan ly kinh td' vi md nliam dn dinh thi trudng hang tidu dung, nliA't la vdi nhu’ng hang hoa thid't yd'u nhu’ : luong there, thuc pliAm, thud'c chtra bdnli, dd gia dung,

* Chuc nang thiia nhan: Doanh ngliiep mua hang hoa de ban, san xuS't ra san pham dd dua ra thi trudng, hang hoa dicli vu do cd duoc ban hay khdng pliai tlidng qua cliu’c nang tliira nhan cua thi trudng Hang hoa dich vu ban duoc du ban true tid'p hay ban cho ngudi trung gian, tdc 1A hAng hoa vA dich vu dd duoc thi trudng thira nhan va nguoc lai la tlii trudng khdng thu’a nhan Dd dupe thi trudng thu’a nhan, hang hoa dich vu pliai dap u’ng dupe nhu cAu cua khacli hang vd sd lupng, chat lupng, sir ddng bd, mAu ma bao bi, gia

ca, thdi gian va dia didm giao nhan thanh toan

* Chuc nang thuc hien: Hoat dong mua ban la boat dong ldn nliA't, bao trum ca thi trudng Thue hien boat dong nay la co sd cd tfnli chat quyd't dinh ddi vdi vide thuc liien cac quan lie va boat dong khac Cliu’c nang nay ddi hoi hang hoa pliai dupe tliu’c liien gia tri trao ddi lioac bang tidn lioac bang hang, lioac bang cac chirng tu’ cd gia tri khac Ngudi ban hang cAn tidn, con ngudi mua cAn gia tri sir dung cua hang hoa Su gap go giua ngudi ban va ngudi mua dupe xac dinh bang gia hang Hang hoa va dicli vu dupe ban cd nghTa la gia tri trao ddi va gia tri su dung cua cluing dupe thuc hien Thong qua cliu’c nang thuc hidn nay, cac hang hoa hinh thanh ndn cac gia tri trao ddi cua minh Gia tri trao doi la co sd vd cung quan trong de hinh thanh ndn cac co cA'u san phAm, cac quan lid ty Id vd kinh td' trdn tlii trudng

!

10

* Churc nang dieu tiet va kicli thich:Qua hanh vi trao ddi hang hoa trdn thi trudng, thi trudng didu tid't va ki'ch thfch san xuft't kinh doanh phat trien hoac ngupc lai, ddi vdi doanh nghidp san xuft't kinh doanh, hang hoa va dich

vu tidu thu nhanh se kich tln'ch doanh nghidp mo rdng san xuft't kinh doanh dd dap Ung ngay cang nhidu hang hon nua cho thi trudng Ngupc lai ddi vdi doanh nghidp san xuft't kinh doanh ma hang hoa va dich vu khdng tidu thu dupe hoac tidu thu chftni se didu tid't doanh nghidp han chd'san xuft't, giam quy

md cac boat ddng thuong mai de chuydn hu’dng san xuft't kinh doanh

* Chile nang thong tin: Thdng tin thi trudng la nhung thdng tin vd nguon cung ung hang’hoa, dich vu, nhu eftu hang hoa va dich vu, gia ca hang hoa va dich vu Dd la nhung thdng tin quan trong ddi vdi moi nha san xuft't kinh doanh, ca ngudi mua va ngudi ban, ca ngudi cung ung va ngu'di tidu dung, ca nhung nha quan ly va nhung ngudi nghidn cuu sang tao, cd thd noi

dd la nhung thdng tin cd lac dung ddi vdi loan xa hoi

1.1.2 Phat trien thi trudng cua doanh nghiep - co sd de thanh cdng trong

kinh doanh.

1.1.2.1 Su can thiet cua cdng tac phat trien thi trudng cua doanh nghiep.

Cdng tac phat trien thi trudng la tdng hop cac each thiic, bien phap cua doanh nghidp dd dua khd'i lupng san phft’m lieu thu trdn thi trudng dat mure tdi

da Thuc chft't cua cdng tac phat trien thi trudng doanh nghidp la doanh nghidp

ap dung cac bidn phap hop ly dd tang lupng khach hang tidu thu san phftm cua doanh nghidp Cac khach hang nay co thd la khach hang tidu thu san phdm cua doanh nghidp Cac khach hang nay co thd la khach hang cua ddi thu canh tranh hay ngudi khdng tidu dung tuong ddi Ket qua cua boat ddng phat trien thi trudng doanh nghidp phai dupe bidu hien bang so lupng san phftm tidu thu cua doanh nghidp ngay cang tang, san phftm cua doanh nghidp dupe phd bidn trdn thi trudng, doanh nghidp thu dupe lai cao lam co so dd tid'p tuc dftu tu, tang quy md san xuft't chuftn bi cho boat ddng phat trien thi trudng mdi

Hoat dpng trdn thi trudng phai ch dp nlidn canli tranh, do do cac doanh nghidp mud'll tdn tai va pliat tridn pliai co nhung c6 gang, khai thac triCt de nhung ngudn thu, t&n dung toi da cac co hoi kinh doanh Kd't qua cua qua trinli canli tranh trdn tlii trudng la md rdng duqc hay thu hep thi trudng VI vay, md ldng phat trien thi trudng la dpng lire, la phuong tliiic de doanh nghidp tdn tai va phat tridn trdn tlii trudng.

1.1.2.2 Noi dung cua cdng tac phat trien thi trudng cua doanh nghiep.

/ 1.2.2.1 Cdng tac nghien cuu thi tru'&ng cua doanh nghiep.

/ 1.2.2.1.1 Su can tliid't cua cdng tac ngliidn cuu tlii trudng

Trong ndn kinh td' tlii trudng ngay nay moi td elide kinh td', ca nliAn tliam gia thi trudng ddu chiu su lac ddng cua co che thi trudng Mud'n thanh cdng tren tlii trudng, ddi hoi ba'l ky mdt doanh nghidp nao cung pliai thuc bidn cdng tac nghien cuu tliam do va xam nhap tlii trudng cua doanh nghidp nham muc tidu nhan biet va danh gia khai quat kha nang xam nhap va tidm nang cua thi trudng dd dinh huong quyd't dinh, lua chon thi trudng tidm nang va cliie'n lupc tidu thu cua doanh nghidp

Muc dfcli cua cdng tac nghien cuu tlii trudng cua cac doanh nghidp la xac dinh kha nang canli tranh va so luqng co thd tidu thu duqc cua mdt chung loai hoac nliom mat hang nao do Iren nlitrng thi trudng da duqc xac dinh Trdn

co so nhung danli gia vd tlii trudng doanh nghidp edn nftug cao kha nang cung ling nham thoa man ngay cang td't hon nhu efiu cua khach hang va qua do tang siic canli tranh cua doanh nghidp nhftm dung vung trdn tlii trudng

/ 1.2.2.1.2 Ndi dung cdng tac nghien ciru thi trudng

Ngliidn cuu tlii trudng la qua trinh thu tlidp, didu tra tdng hop sd lidu thong tin vd cac yeu to cau thanh thi trudng, tim hieu quy luSt vftn dong va nhan td anh liudng den tlii trudng d nipt thdi diem lioac nipt thdi gian nhat dinh, dd tir do xu ly cac thong tin, rut ra cac kd't luan dung dan cho vide xAy dung cliie'n luqc kinh doanh

12

Cdng tAc nghidn curu thi trudng cua doanh nghidp nham chi ra dupe dAu la thi trudng co tri&i vong nliA't, bidn phap cai tidn v& san pliAm nhu thd' nao trdn co

sd nhu’ng danh gia v& tlii trudng, doanh nghidp nAng cao kha nang cung u’ng dd thoa man td't lion nhu cAu cua khacli hang Nlun chung nghidn cun tlii trudng bao gdm nghidn cull khai quat va lighten cun chi tid't thi trudng

a Nghien citu khai quat thi trKcfng:

La nghidn cun tdng cung, tdng cAu (thuc chA't la nghidn cun vi md) va gia ca hang hoa, cac chfnh sach cua Chfnh phu vd chung loai hang hoa nao do (bao goni hang hoa dupe tu do kinh doanh, dupe khuye'n khfch han che hay cAn kinh doanh)

* Nghten cun tong cung hang hoa: NliAm xAc dinh sd' hang hoa co kha nang cung ling cho tlii trudng cua cac doanh nghidp tren co sd cua sd lupng san xuA't trong nude, kha nang nliAp kliAu, kha nang du tru (tdn kho) xa hpi la bao nhidu, nang luc du tru cua cac doanh nghidp Tong cung hang hoa dupe xac dinh trong khoang thdi gian nliA't dinh tliudng la mdt nam

* Nghten cuu tong cau hang hoa: La nghidn cuu co cA'u va tdng khdi lupng hang hoa dupe mua sam dd thoa man cac nhu cAu cua san xuA't lioac tieu dung trong mot khoang thdi gian thu’dng la mot nam Nghidn ciru tongcAu hang hoa dd nam dupe sd' lupng ngudi tieu dung lioac don vi tidu dung va khdi lupng tidu dung cua lung don vi Nghidn cuu tong cAu cAn nghidn cuu ve khdi lupng va co cA'u hang hoa tren lung dia ban cu thd nliA't la d tlii trudng

thu cua hang hoa

* Nghten cuu gia ca thi trudng cua hang hoa: De dura mot chung loai hang hoa nao do vao tlii trudng, moi doanh nghidp cAn nghidn cuu ky ludng gia ca tlii trudng cua hang hoa Nghidn curu gia ca tlii trudng bao gdm nghidn cuu mire gia mua vao lioac gia nliAp kliAu tide tinh nhu’ng chi phf dd hang hoa dupe dem ban tren tlii trudng bao gdm cac chi phf ve vAn cliuydn, cac khoan thud' pliai ndp, chi phf ban hang

* Nghien cuu cac chink sack cua Chfnh phu: La nghidn cuu quan didm cua Chfnh phu vd loai hang hoa nliffl dinh vd mu’c do kliuyen klifch hay han chd kinh doanh, kinh doanh tu' do hay cffm kinh doanh Nghien cuu vd chfnh sach thue, cac quy dinh vd mu’c dich vu nhu gia thud' deft, cube van tai, cac quy dinh vd lai sufft va didu kien vay vdn cua Ngfln hang.

h Nghien ciiu chi tiet thi trudng.

Nghien cuu chi tidt thi trudng thuc clifft la nghien ciiu ddi lupng mua, ban loai hang hoa ma doanh nghiep kinh doanh hoac se kinh doanh, nghien cuu co cAu thi trudng hang hoa ma doanh nghiep kinh doanh, cung nhung dudng ldi, chfnh sach cua cac ddi thu canh tranh Nghidn ciiu chi tidt thi trudng edn tra ldi nliirng cAu hoi sau: Ai mua hang ? Mua bao nhidu ? Co effu cua loai hdng ? Mua o dAu ? Mua hang dung lam g'l ? Ddi thu canh tranh ?

Nghidn cuu chi tidt thi trudng phai nghidn cuu nhu cAu va ydu cAu cua khach hang vd loai hang ma doanh nghiep kinh doanh Ddi vdi hang tidu dung, nhu efiu vd loai hang nay phu (budc vao so thfch (thi hidu), thu nhap, lua tuoi, nghd nghidp, trinli dd van hoa, tap quan, tlidi quen, thdi tidt khf hAu Ddi vdi hang tu lieu san xufft phu thuoc vao cong nghd, dinh mu’c san xuat nguydn nhidn vAt lieu trong san xufft va kc hoach san xuat mat hang cua doanh nghiep san xufft Ngudi quydt dinh mua hang khdng phai la ngudi di mua hang cu thd (tid'p lieu) ma chfnh la ydu cAu ky tliuAt, cdng nghd san xufft thanh plifim, kha nang vfit tu' cua doanh nghidp va kha nang thay thd bang loai nguydn vfit lieu kliac (hang thay thd) Ngudi mua hang cung khdng the tuy tidn ddi thu nay Iffy thu' kliac hoac mua theo y thfch cua minh Nhu vay nghidn cuu thi trudng hang tu' lieu san xufft phai nghien cuu llnli vu'c tidu dung san xuAt, do la cac doanh nghidp, tidu thu cong nghidp

/.1.2.2.1.3 Phuong phap nghidn cuu thi trudng cua doanh nghidp

Co hai phuong phap nghidn ciiu thi trudng cua doanh nghidp

14

+ Phirong phap nghien cun tai ban hay con goi la each nghien cuu van phong: La each nghien cuu thu tlifip cac thOng tin qua cac tai lieu nhu' sach bao, tap chf, quang cao, ban tin kinh td, thong tin thi trudng tap chi thuong mai, nien giam thong ke va cac tai lidu khac lidn quan den cac loai mat hang ma doanh nghidp dang kinh doanh, se kinh doanh, can nghien cuu kha nang cung ling (san xuflt ra), kha nang nlifip khftu, kha nang hang ton kho

xa hOi, nhu cdu cua khach hang, gia thi trudng va kha nang bien ddng Nghien ciiu tai ban cho la nhin duqc khai quat thi trudng mat hang edn nghien cuu Day la phuong pliap tuong ddi dd lam co the nhanh, tdn ft chi phi nhung ddi hoi can bo ngliidn ciiu pliai cd trinh do chuydn mon cao va bidt each thu thap thOng tin, danh gia va sir dung nhung tai lieu mot each dfiy du va tin cay Mat han chd d day la nhung thong tin thu duqc khdng cap nhat vdi thuc td, khdng mang tfnh thdi sir

+ Phuong phap nghien cuu tai bien trudng: La phuong phap true tiep ddn tan noi dd ngliidn ciiu Vide nghien ciiu thong qua str litre tiep quan sat, thu thap cac thOng tin va cac sd lieu d don vi tidu dung ldn, d khach hang hoac d cac don vi ngudn hang bang each didu tra trong diem, didu tra chon indu, didu tra dien hinh, didu tra loan bo hay tliam quan, phong van cac ddi tuong, gui phieu didu tra, hoi nglii khach hang hay qua hoi trq, tridn lam cung co the thOng qua vide tiep xue vdi khach hang d cac kho, quay hang, cua hang cua ban than doanh nghidp va phan anh tir cac co' sd kinh doanh cua doanh nghidp Nghien cuu tai bidn trudng co the thu thap duqc cac thong tin sinh dong, thuc te nhung lai ton kern va can nhung can bo virng vang chuydn mon va co ddu oc thuc td

phoi hop ddng bd ca hai phuong pliap ngliidn cuu tai ban va nghien ciiu tai liien trudng

Trong ndn kinh td thi trudng, mot doanh nghidp cd the thani gia vao boat

dong kinh doanh d bat ky mol linh vuc nao, song ho khdng the va khdng co kha nang tham gia vao tat ca cac linh vuc, dap ting tat ca cac khach hang trong ndn kinh td VI vdy, moi doanh nghiep phai lua chon cho minh mot vi tri nhdt dinh nao do trong toan bd hire tranh hdn hop cua thi trudng cho phu hop vdi tidm nang cua doanh nghiep.

Vdn dd dat ra la doanh nghidp phai lua chon duoc co hdi hffp dan vo'i doanh nghidp, co hoi giup doanh nghidp chid'm linh thi trirdng va vuon tdi thi trudng nidi trong sd' vd van co hdi kinh doanh d khap moi noi Yd'u td quyd't dinh thi trirdng cua mdt doanh nghidp la d chd san phfim ma doanh nghidp kinh doanh cd thi trirdng chap nhan, cd vuqt qua duoc san phdm cua ddi thu canh tranh hay khdng va lam the nao de khach hang tap trung mua hang cua minh ma khdng mua cua ngudi khac Didu nay chi thuc hidn duoc nd'u doanh nghidp cd mot chien luoc san phfim dung dan ma cot loi cua chien lirpc san pham la phai linh hoat, nhay ben, quyd't dinh kip thdi dd ban cai ma ngudi ta edn chut khdng pliai ban cai ma ta cd Tuy tlieo tinh hinh cu th£ trdn tlii trudng

ma doanh nghidp quyd't dinh cd ndn duy tri san phfim hidn nay khdng hay tridt tidu han vi khdng cd lai

Vide tlm va xac dinh tlii trirdng cua doanh nghidp la mot vft'n dd hd'l sii'c kho khan Neu xac dinh thi trudng qua hep cd the se lam cho doanh nghidp bo

Id thdi co kinh doanh, nd'u tlii trudng qua long se lam cho cac nd luc va tidm nang cua doanh nghidp bi lang phf De tlm kid'm va lira chon kha nang phai tri^n thi trudng cua doanh nghiep dua vao nhung tham so vd: nhdm khach hang ma doanh nghidp se pliuc vu, nhdm san phfim dich vu ma doanh nghidp

se kinh doanh, dia didm doanh nghidp se tidn hanh san xufit kinh doanh, tidm nang va muc tidu cua Ban lanh dao doanh nghidp

Mot doanh nghidp thirdng cd 4 kha nang dd pliat trien thi trudng, dd la:/.1.2.2.2.1 Md rdng thi trudng hidn lai: La vide cac doanh nghidp lam tang kha nang ban cac san phfim liien lai trong cac tlii trudng hidn tai cua doanh nghidp Vdi noi dung nay, ddi hoi doanh nghidp lien lianh:

16

- Khai thac tang mu’c tidu thu cua thi tru’dng hidn tai.

- Khai thac tang ddn sd tieu thu dua Iren nhu cfiu khach hang, ddng thdi phai co bidn phap khuyd'n khfch tang luqng mua cua khach nhu tliudng, giam gia, thid't lap kdnh phan phdi hop ly

- Tim kie'm khach hang nidi cho san ph&n cua chfnh minh

Mudn dat duoc nhung didu do doanh nghidp pluii sir dung tham sd vc san phdm, gia ca, phan phdi, xuc lien de tac dong vao thi trudng truydn thdng cua minh bang nhidu each khric nhau:

khach hang mua thdm san plifim cua minh

mua hang thdng qua tang ctrdng cdng tac xuc tidn gdm quang cao, chao hang, ban hang va khuyd'n mai

ban trong thi trudng hidn tai cua doanh nghiep

DAy la bidn phap co ban ma doanh nghidp ap dung trong qua trinli kinh doanh Tuy nhidn, vide ap dung chid'n lirqc nay ddi hoi doanh nghidp phai co cac didu kidn dd phat tridn san pliAm nhu didu kidn vd ky thuftt, tai nguydn, tai chfnh, ngudn vdn danli cho vide nghidn cuu va phat tridn san plifim mdi Vdi chid'n liroc nay, doanh nghidp vfm co the sir dung lid thdng phAn plid'i va ban hang hidn co cua minh Vide thuc hidn chid'n luqc nay se mang lai nhidu lqi thd' cho doanh nghidp, bao dam cho doanh nghidp cung cd vi trf trdn cac thi trudng truydn thong bang vide cung ling nhung san plifim nidi phu hop vdi ydu cAu thi trudng va canh tranh

marketing dd thuc hidn chidn lupc nay la cac boat dong didu tra nghien cuu thi trudng, du bao thi trudng tun ra cac thi trudng tidm nang, xac dinh kha nang ban cua cac doanh nghidp trdn cac doari thi trudng cung nhu xac lap lid thd'ng phftn phd'i va ban trdn thi trudng nidi Vide md rdng thi trudng ddi hoi phai ngliidn cdu trong su lidn ket tac ddng qua lai lAn nhau dd tir do thoa man td't cac nhu efiu khach hang tidm nang cua cac nhan td la: Chi phi de xac dinh gia, doi thu canli tranh va mdi trudng ludt phap - chmh tri d khu vuc thi trudng ma doanh nghidp se tliam gia.

1.1.2.2.2.4 Da dang hoa: La vice cac doanh nghidp dua cac san plifim moi

la vao ban trong cac thi trudng mdi la hay th0m chf ca vide kinh doanh trong linh vuc khdng truydn thong Lidn quan den co hoi nay, can chu y den hai dang thirc cua da dang hda

- Da dang hda san plifim: Tidu thu nhung san phfim mdi trdn thi trudng mdi thuoc lmh vuc, nganh nghd kinh doanh truydn thong cua doanh nghidp

- Da dang hda kinh doanh: Kinh doanh va tidu thu nhung san phfim mdi trdn thi trudng mdi nhung thuoc linh vuc, nganh nghd mdi ma trudc dd doanh nghidp chua lung boat dong (trudng hop nay tuong tu nhu mot doanh nghidp mdi thanh lap, lfhi dfiu tidn tliam gia vao thi trudng) Day la chid'n lupc chua dung su mao hiem, rui ro lion nliieu do doanh nghidp chua xac dinh dupe dfiy

du va toan didu nhung ydu eflu cua khach hang trdn thi trudng mdi, hd thd'ng phftn phoi va vide ap dung cac bidn pliap lid tip ban trdn dd Ngoai ra, vide

von ddi khi vupt qua kha nang tai climb cua doanh nghidp trdn tlii trudng bien tai vdi cac san phfim bidn cd

Chmh vi the, khi ap dung cliie'n lupc nay ddi hoi cac doanh nghidp pliai

cd tidm nang ldn ve kinh te va boat ddng didu tra, ngliidn cuu tlii trudng cua doanh nghidp pliai td't, dap ling dupe cac ydu efiu ve tlii trirdng cua doanh nghidp Cac doanh nghidp ap dung chid'n lupc nay khi nlidn tha'y cd thdi co kinh doanh

18

I 1.2.2.3 Darth gia vd lira chon gidi phdp thich hop.

I

- NhSn bid't chien luqc hidn tai cua doanh nghiep: Dau tidn can xem xet

vi tri cua doanh nghidp dang d dau va chid'n luqc dang theo dudi la gi ? Vide nhan bid't chfnh xac chid'n luqc cOng ty dang van dung la can cir quan trong dd lira chon chien luqc mcri Qin xem xet ky cac mat

+ Ndi dung va mdc dd da dang hoa cua doanh nghidp

+ Muc dd, tinh chat, xu hirOng cua nhu’ng boat dong g<in day ma doanh nghidp dang tieu hanh

+ Co hdi ma doanh nghidp dang theo dudi

+ Kha nang chiu dung cac liii ro tu’ ben ngoai

4- So phan bo ngudn luc cua doanh nghidp

- Phan tich tinh hinh phan bo ngudn luc cua doanh nghidp nhat la von da dau tir bao gdm:

4- Chon cap quan ly cua to chuc dd phan tfch

+ Xac dinh cac don vi cu the edn phan tfch

4- Thu thap s6' lidu

4- Phan tfch tinh hinh phan bo va sir dung cac ngudn luc

4- Xac dinh cac ngudn luc edn ddu tu’ bd sung

- Lua chon chid'n luqc cua doanh nghiep: Lua chon chien luoc cua doanh nghidp phu hop vdi:

+ Sue manh ciia nganh va doanh nghiep

4- Muc tidu ma doanh nghidp theo dudi

+ Ngudn tai chfnh

4- Trinh do chuyen mon ciia can bo cong nhan vidn va lanh dao.4- Muc do phu thudc ben ngoai nhu ngudi cung u’ng va khach hang.4- Phan ling va thdi do ciia ngudi didu hanh va ngudi cung u’ng hoac khach hang

- Danh gia chid'n luqc da chon: Xem xel cac chid'n liroc da duoc lua chon vd cac mat:

+ Phu hop vdi didu kidn moi tru’dng kinh doanh

+ Phu hop vdi quan di&n, dirdng ldi va plnrong phap lanh dao + Cd thfch hop vdi ngudn tai chfnh, vfit clifit, nhan lire hay khdng?+ Cac rui ro nc'u theo duoi chid'n liroc dd ra co the chap nhan

Iduoc hay khdng ?+ Cd phu hop vdi chu ky sd'ng cua san plifim va tiem nang cua thi trudng

+ Cd nhung kien giai nao quan trong kliac khdng ?+ CSn danh gia tdng hop cac tidu thuc d trdn dd dam bao chid'n luqc lira chon la dung dan va chfnh xac

1.1.3. Cac nhan to anh huong den cdng tac phat trien thi trudng cua

doanh nghiep.

1.1.3.1 Nhom cac nhan to ve nidi trudng kinh doanh cua doanh nghiep.

Cac ydu td' tliuoc mdi trudng kinh doanh la cac ydu td khach quan ma doanh nghidp khdng thd kiem soat duoc Nghidn cuu cac ydu td nay khdng

nang thfch ung mdt each td't nliat vdi xu hu’dng vfin ddng cua no

Mdi trudng kinh doanh tac dong lien tuc den boat dong cua doanh nghidp theo nhung xu hu’dng kliac nhau, vira tao ra co hdi vua han chd kha nang thuc hien muc tidu kinh doanh cua doanh nghidp Anh huong cua mdi trudng kinh doanh cd thd d cac tdng (thuf bac) kliac nhau: vi md / vi md; manli/ yeu; true tid'p / gian tid'p; nhung vd mat nguydn tac c^n phan anh duoc str tac ddng cua nd trong chid'n luqc phat trien kinh tc doanh nghidp cua doanh nghidp Dd nghidn cuu va dua duoc tac dong cua mdi tru’dng kinh doanh vao chid'n luqc, cd the phan tich mdi trudng kinh doanh bao quanh doanh nghidp qua cac mdi trudng thanh phfin

20

1.13.1.1 Mdi trudng van hoa xa hoi: Ydu td van hoa-xa hdi ludn bao

quanh doanh nghidp va khach hang va co anh huong ldn ddn su hoat dong kinh doanh cua doanh nghiep Co thd nghien ciiu cac ydu td nay tir nhung giac dd khac nhau tiiy theo muc tidu ngliidn cuu Trong trudng hop nay cluing

ta dac biCt quan t<hn ddn su anh huong cua cac ydu td nay trong viec hinli thanh va dac diem thi trudng tidu thu cua doanh nghidp Cac thi trirdng luon bao gdm con ngirdi thuc vdi so tidn ma ho sir dung trong vide thoa man cac nhu cSu cua ho Mot each don gian cd the hieu : thi trudng = khach hang + tui tidn cua ho Cac thong tin ve mdi trudng nay cho phep doanh nghidp cd the hidu biet d nhung mure dd khac nhau (tir khai quat ddn cu thd) vd ddi tuong phuc vu cua mlnh Qua dd, cd thd dua ra mot each chfnh xac san phdm va each thuc phuc vu khach hang Cd lfit nliidu tliam sd khac nhau thuoc moi trudng van hda xa hoi cd kha nang anh huong ldn ddn boat ddng kinh doanh cua doanh nghidp ma doanh nghiep efin nghien cuu va nani vuiig trong dd cd thd kd ddn:

- Ddn sd (quy mo cua nhu efiu va tfnh da dang cua nhu cau)

- Xu liudng van dong cua dan sd (dang cua nhu efiu va sail plifim dap irng)

- Hd gia dinh va xu liudng vfm ddng (chat luqng va quy each san plulni khi thoa man nhu efiu cua ca gia dinh)

- Su dich chuydn dan cu' va xu liudng van ddng

- Thu nhdp va phdn bo thu nhdp cua ngudi lieu thu (ydu efiu vd sir thoa man nhu efiu theo klui nang tai chmh)

- Nglie nghidp, tfing lop xa hoi (ydu efiu vd su thoa man nhu efiu theo dia

vi trong xa hoi)

- Ddn tdc, chung toe, site toe, tdn giao, ndn van hda (sir da dang vd nhu cdu va each thirc thoa man)

1.13.1.2 Moi tritdng chinh tri - ludt phdp: Cac yeu to thuoc linh vuc

chfnh tri va luAt phap cd anh hudng rdt ldn tdi loan bd qua trinh boat dong kinh doanh cua doanh nghiep Sir on dinh cua mdi trirdng chfnh tri da dirqc xac dinh la mdt trong nhu’ng didu kien tidn dd quan trong cho hoat dong kinh doanh cua doanh nghidp Str thay ddi didu kien chfnh tri co thd anh hudng co lqi cho nhom doanh nghiep nay, klm ham sir phat trien cua doanh nghidp kia hoac ngirqc lai lid thong phap luftt hoan thidn, khdng thidn vi la mdt trong nhu’ng tidn dd ngoiti kinh td cua doanh nghidp Mire dd hoan thidn, su’ thay doi

va thuc thi phap luat trong ndn kinh td cd anh hudng ldn den vide hoach dinh

va td cliu’c thuc liien chien luqc kinh doanh cua doanh nghidp

thudc mdi trudng kinh td va cong nglie den hoat dong kinh doanh cua doanh nghidp la rat Ion Cac yeu Id thudc mdi trudng nay quy dinh each tliu’c doanh nghidp va loan bd ndn kinh td trong vide sir dung tidm nang cua ininli va qua

do cung tao ra co hoi kinh doanh cho tirng doanh nghidp Xu lnrdng vAn ddng

va bAt cir thay doi nao cua cac yeu td thuoc mdi trudng nay ddu tao ra lioac thu hep co hdi kinh doanh cua doanh nghidp 6 nhu’ng muc do khac nhan va tham chf ddn den yeu cAu thay ddi muc tieu va chien luqc kinh doanh cua doanh nghiep

Cac yeu to qua trong cua mdi trudng nay va tac dong cua no den co’ hoi kinh doanh cua doanh nghidp

- Tidm nang cua ndn kinh td: La yeu td' tdng quat, phan anh cac nguon luc co the duoc huy dong va chat luqng cua no: lai nguydn, con ngudi, vi tri dia ly, dir tru quoc gia, Lidn quan den cac dinh hudng va tinh bdn vu’ng ciia

co hoi chien luqc cua doanh nghidp

- Cac thay ddi vd cA'u true, co cAii kinh td cua ndn kinh td quoc dAn: Tac dong den su’ thay ddi vi trf, vai trd va xu hudng pliat tridn cua cac nganh kinh

22

te cua n£n kinh te qud'c dAn keo theo str thay doi chieu huong phat tri^n cua doanh nghiep.

- Td'c do tang trudng kinh td' (+/-): xu hudng phat tri£n chung cua n&n kinh td' hoac tirng nganh Lidn quan true tid'p, gian tid'p dd'n kha nang tang trudng, giam thi£u, md rdng, thu hep quy md cua tirng doanh nghidp

- Lam phat va klui nang didu kidn lam phat : anh hudng den hidu qua thuc, thu nhAp, tich luy, kfch thfch hoac kirn ham lang trudng, xu hudng dtiu

tu, xu hudng tidu dung

- Boat ddng ngoai thuong, xu hudng md/dong cua nen kinh te': tac dong inanh den co hdi phat tri^n cua doanh nghidp, cac didu kien cua canh tranh, kha nang sir dung uu thd' qud'c gia va the gidi vd cdng nghd, nguon von, hang hoa, md rdng quy md hoat dong

-Ty gia hd'i doai va kha nang chuydn ddi cua ddng tidn qud'c gia (ndi td):

dd 6n dinh cua ddng ndi Id, xu hudng tang giam gia cua ddng ndi td, vide lira chon ngoai td trong giao dich thuong mai anh hudng Ion den kha nang thanh cdng cua mot chid'n luqc va tung thuong vu cu the

- Hd thong thue, mu’c dd hoan thidn va thuc thi: lien quan den sir "cdng bang" trong canh tranh, the hidn hudng uu tidn phat tridn trong ndn kinh td' va c<in duoc xem xet khi danh gia co hoi kinh doanh

- Muc dd loan dung nhftn cdng (% that nghidp): lien quan den nguon lire

vd lao ddng, chi phi nhdn cdng thu nhap cua tilng ldp xa hoi, anh hudng den

xu hudng tidu thu cua cac tfihg ldp ddn cu’

- Co sd ha tdng ky tliuftt ndn kinh td': Cac didu kidn phuc vu san xuat kinh doanh, mot mat tao co sd cho kinh doanh thuan lqi khi khai thac co sd

ha tdng sfn cd cua ndn kinh td' hoac cung cA'p cac san phfim dd phat tridn co sd

ha tdng Mat khac, han che klui nang dau tu, phat tridn kinh doanh Anh hudng ca dd'n didu kidn lftn co hdi kinh doanh cua doanh nghidp

- Trinh dd trang thid't bi ky thuAt I cong nghe cua nganh / ndn kinh td': lien quan ddn mufc do lien tien I trung binli / lac hAu cua cong nghe va trang thid't bi dang duqc su- dung (long nen kinh te / nganh kinh te Anh liudng true tid'p den ydu cAu ddi mdi cdng nghe trang thid't bi, kha nang san xuA't san pliAm vdi cac cA'p chA't luqng, nang suA't lao dong, kha nang canli tranh,- lua chon va cung cA'p cdng nglid, thid't bi,

-Kha nang nghien ciru, ling dung tien bo klioa hoc - ky tliuat trong ndn kinh td'/ nganh kinh td': plian anh tidm nang phat tridn va ddi mdi cdng nghe san xuA't, cdng nglie quan ly lidn quan den ddi mdi san plidm, chu ky sd'ng cua san pliAm, kha nang canli tranh co tfnh tidn phong

ludn chiu su tac dong cua rat nliidu sir kfch thfch tir cac plifa khac nhau den

ho nham loi keo va dap ring nhu efiu cho ho Su canli tranh giua cac doanh nghidp co kha nang anil liudng rA't ldn den sir thanh cdng hay that bai cua mot doanh nghidp Canli tranh duqc xac dinh la ddng luc thuc dfiy su phat trien cua ndn kinh td' tlii trudng vdi nguyen tac ai hoan thien horn, thoa man nhu efiu tot horn va hidu qua lion, ngudi dd sc tliang, ,se tdn tai va phat tridn Duy tri canli tranh hinli dang va dung pliap luAt la nhidm vu cua Chilili pliii Dd cd the

cd kha nang thanh cdng, bA't ky mdt doanh nghidp nAo cung efln xAy dung duqc mot chid'n luqc canli tranh cd hidu qua Muon vay, cac doanh nghidp phai xac dinh cho minli mot chid'n luqc canli tranh hoan hao Chid'n luqc canli tranh cAn plian anil duqc cac ydu td anh liudng cua mdi trudng canli tranh bao quanh doanh nghidp

Dd md ta mdi trudng canli tranh ngudi ta cd the rA't nliidu each khac nhau Mot trong nhung each dd la md ta thong qua cac trang thai canli tranh

co ban cua thi trudng bao gom 4 trang lliai co ban dd la:

24

- Trang thai thi trudng canh tranh thudn tuy: Rat nhidu dd'i thu vdi quy

md nhd va co san phdm ddng nha't (tirong tir) Doanh nghidp dinh gia theo thi trirdng va khdng co kha nang tir dat gia

- Trang thai thi trirdng canh tranh hdn tap: La trang thai thi trudng xua't hidn khi trdn thi trudng co mdt sd' ldn dd'i thu canh tranh Quy md cua mdi doanh nghidp Id tir ldn dd'n nhd Cac doanh nghidp nay cung dira ra ban nhu’ng san phAm tuong tir, tmh duy nha't cua san phdm la khdng cd, khdng doanh nghidp nao cd kha nang khdng che thi trirdng Doanh nghidp chira cd quydn dinh gia nhu’ng ddi khi da cd canh tranh vd gia ca (trudng hop nay thudng didn ra khi trdn thi trudng cd mdt sd' hang ldn vdi nhidu don vi nhd true thuoc nd)

- Trang thai thi trudng canh tranh ddc quydn: La trang thai thi trudng xua't hidn khi trdn thi trudng cd mot sd' ft doi thu cung dira ra ban mot loai san pham tuong tir, tmh duy nha't cua san phfim la khdng cd, quy md cua mdi doi thu so vdi quy md thi trudng la tir nhd tdi ldn Doanh nghidp da cd quydn dinh gia nhung khdng hoan toan tuy y minh d trdn thi trudng Trong trudng hop nay ddc quydn duoc bidu la doanh nghidp dang cd' gang khdng che mdt bd phan nhd cua thi trudng ma nd cd kha nang kiem soat, con canh tranh duoc hieu la cd kha nang thay the

- Trang thai thi trudng doc quydn: La trang thai thi trudng chi cd mot doanh nghidp dua san pham cua minh ra ban trdn thi trudng Khdng cd doi thu canh tranh va hoan loan cd quydn dinh gia Tuy nhidn, trang thai doc quydn hdu nhu khdng xua't liien trong didu kien ndn kinh Id'tlii trudng liien tai bdi vi nhidu ly do trong dd didu dang quan tarn la luat clid'ng ddc quydn cua Chfnh phu cac doanh nghidp ihu’dng tao thuan lqi cho kinh doanh de hudng tdi kha nang dat dd'n doc quydn Ngupc lai, Nha nude bang cac cong cu flitch hop cd' gang clid'ng ddc quydn de dam bao ddng lire cho pliat tridn kinh te ciia toan xa hdi

‘■1.3.1.5 Mdi trudng dia ly sinh thai: Cac ydu to dia ly tir lAu da dirqc nghien cum va xem xet d£ co kd't luan vd each thufe va hidu qua kinh doanh Cac yeu td thudc van dd sinh thai va bao ve moi trudng tu nhidn ngay nay rat duoc coi trong va no anh hudng rA't ldn den cac co hoi kinh doanh (ban hang) cua doanh nghiep Cac yeu td mdi trudng sinh thai khdng chi lien quan den vdn de phat tri£n ben vung cua mol qud'c gia ma con lien quan dd'n kha nang phat trien ben vung cua tirng doanh nghiep Nhung ydu td co ban cAn nghien cuu la: Vi tri dia ly; Khi hAu, tlidi tidt, tinh chat mua vu; Cac vdn de ve cAn bang sinh thai, d nhidm moi trudng.

1.1.3.2 Tiem nang cua doanh nghiep.

Co hoi va chid'n luqc kinh doanh cua doanh nghiep ludn phu thudc chat che vao cac ydu td phan anil tidm luc cua mot doanh nghiep cu the Mdt cohdi co the tro thanh "liA'p ddn vdi doanh nghiep nay, nhung cd the’ la "liienihoa" vdi doanh nghiep kliac vi nhung yeu td thudc tidm luc bdn trong cua mdi doanh nghiep Tiem luc phan anh cac yeu td mang tinh chu quan va cd the’ kiem soat duoc d mdt mu’c do nao dd ma doanh nghiep cd the sir dung de khai thac co hoi kinh doanh va thu lqi nhuftn Tiem lire cua doanh nghiep khdng phai la bd't bidn Trong thuc td, cac ydu td thudc tidin luc doanh nghiep thay ddi vdi tdc dd chAm lion so vdi sir thay ddi lien luc ciia moi trudng kinh doanh

va cd thd han che kha nang phan ling I inh boat ciia doanh nghidp trudc sir thay ddi ciia co hdi kinh doanh Danh gia, ph An tich tidm luc ciia doanh nghidp cd thd dua vao cac yeu td co ban sau:

La mdt ydii id tdng hop, phan anh sue manh ciia doanh nghiep thdng qua ngudn vdn ma doanh nghiep cd the buy dong vao kinh doanh, kha nang dAu

tu cd hidu qua cac nguon vdn, kha nang quan ly cd hidu qua cac ngudn vdn trong kinh doanh the hidn qua cac chi lieu:

- Vdn chu so hum (vdn tu cd)

- Vdn buy dong: vdn vay, trai phid'u doanh nghiep

26

- Ty Id tai ddu tit vd lai nhuftn.

- Gia cd phidu cua doanh nghiep trdn thi trudng

- Kha nang tra no ngan han va dai han

- Cac ty Id kha nang sinh lqi

1.1.3.2.2 Yeu to con ngudi:

Trong kinh doanh, con ngudi la ydu to quan trong hang ddu dd dam bao thanh cdng Theo Kenichi Ohmae da dat con ngudi ldn vi tii sO' mot, tren ca von va tai san khi danh gia sue manh cua mOt doanh nghiep Chmh con ngudi vdi nang luc that cua ho mdi lua chon dung duqc co hoi va su dung cac siic manh khac ma ho da bo va se cd, dd la: vO'n, tai san, ky tliuat va vuqt qua co hdi Danh gia va phat tridn tidm nang cua con ngudi trd thanh mOt nliiem vu

uu tien mang tfnh chid'n luqc trong kinh doanh Cac ydu 10' quan trong ma

chung ta eftn quan tflm la:

- Luc luqng lao dOng cd nang suat, cd kha nang pliftn tfch va sang tao

- Chid'n luqc con ngudi va phat tridn ngudn nhfm luc

hang hda vd dtftrffhop ly hda cua doanh nghiep.

Ydu td nay anh liudng ddn "dfiu vao" cua doanh nghidp va tac dongmanh me den ket qua thuc hidn cac chid'n luqc kinh doanh cung nhu d khau cudi cung la tidu thu san pham Khdng kiem soat/ chi phoi hoac khdng dam bao duqc su On dinh, chu dong ve ngudn cung cap hang hda cho doanh nghiep

cd the pha vd hoac lam hong hoan loan chuong trinh kinh doanh cua doanh nghiep

/ 1.3.2.4.Tiem nang vd hinh (tai san vd hinh):

Tidm lire vd hinli tao ndn sire manh cua doanh nghidp thOng qua kha nang "ban hang" gian tiep cua doanh nghiep Sue manh the hidn d kha nang anh liudng cua tac dong den su lua chon, chap nliAn va quyd't dinh mua hang cua khach hang Tidm luc vO hinh khdng tu nhidn ma cd, nhung nhin chung tidm luc vO hinh edn duqc tao dung mot each cd y thirc thOng qua cac muc

tieu va chien luoc xdy dung tidm luc vd hinh cho doanh nghiep va c&i chu y

de'n khfa canh nay trong tat ca cac hoat dong cua doanh nghiep

1.3.2.5 Trinh do td elute quan ly:

Str hoan hao cua cA'u true id cliu’c, tmh hieu qua cua lie tlid'ng quan ly va

edng nghe quan ly Mdi doanh nghiep la mot lie thong vdi nhu’ng moi lien kd't

chat che vdi nhau hudng tdi muc tieu Mot he thong la mot tap hop cac phan

tu; bd phan, cliu’c nang, ngliiep vu

1.3.2.6 Trinh do lien tieii cua trang thief bi, cong nghe, bi quyet cong nghe cua doanh nghiep:

•J

Anh hudng true tie'p den nang suat, chi phf gia thanh va chat lupng hang hoa duoc dua ra dap u’ng khach hang Lidn quan de'n muc dO thoa man nhu cau, kha nang canh tranh, lua chon co hoi va cac tac nghiep khac cua doanh nghidp tidn tlii trudng

1.1.3.2.7 Vi tri dia ly, co sd vat chat - ky thuqt cua doanh nghiep:

Vi trf dia ly cd thd xem xet 6 khfa canh rong khi phan tfch moi trudng kinh doanh cua doanh nghiep, cd the dua vao sire manli vo hinh cua doanh nghiep Trong trudng hop nay, mud'll nhaii manli su’c manli that sir can quan tarn khi danh gia mot dia didm cu thd ma doanh ngliiep dang sd liiru va khai Iliac trong kinh doanh Co sd vat chat ky tliuat phan anil ngudn tai san cd dinh doanh nghidp cd thd huy dong vao kinh doanh thid't bi, nha xu’dng, van pliong phan anh tidm luc vat chat va lien quan den quy mo, kha nang, lqi thd' kinh doanh cua doanh nghidp

1.2.1. Dac diem chung cuanen san xua't kinh doanh duoc pham d nuoc ta

trong giai doan hien nay.

1.2.1.1 Tinh hinh san xudt kinh doanh thuoc.

2.1.1.1 To cliu’c san xudt.

C) nude ta trong giai doan hien nay lid thong san xua't dupe chia lam 6 khu vuc, trong do khu vuc san xua't trung uong thudc Tdng edng ty Dupe Viet

28

Nam chid'm khoang 30-40% gia tri thudc san xuft't trong nude, con lai la khu vuc dia phuong, Cdng ty cd phftn va Cdng ty lien doanh, gia tri san luqng khu vuc ngoai qud'c doanh chid'm ty trong khdng dang kd

Nganh duoc Vidt Nam hien cd 178 co sd san xuft't, trong do:

: 2 dem vi

Dia phuong eft'p tinh : 71Quftn huydn quan ly : 31Nganh kliac quan ly : 5

Xf nghidp dftu tu nude ngoai : 18 don vi

6 don vi san xuft't cd vdn trdn 5 ly, con lai deu dudi 5 ly [27],

Tdng sd CBCNV duoc trong loan qudc la 22.051, gom : can bo quan ly, can bo chuydn mOn ky tliuftl va cong nhan true tid'p san xuft't

Trong do:

- Duoc si dai hoc va trdn dai hoc : 5.751 ngudi

- Duoc si trung hoc va cdng nhftn ky thuftt : 16300 ngudi

Ude tinh nhan lire trong khu vuc san xuft't duoc chid'm 35%

- Thudc vidn cac loai: Khoang 15 ti vien gom cac loai sau:

+ Thudc vidn ndn

+ Thudc bao pliim, bao duoiig

+ ThuO'c vidn nang cling.

- ThuO'c tiem cac loai: Khoang 500 triOu Ong

+ ThuO'c tidm Ong nhd

+ ThuO'c tidm truydn

- Ngoai ra:

+ ThuO'c md

+ ThuO'c nirdc cac loai

+ ThuO'c y hoc c6 truy£n,

hang nAm, co mat hang tdi 80-90% nhu khang sinh, vitamin, toe dO tang trudng san xuA't khoang 25%/nam 127]

a Cdng nghiep nguyen lieu lam thuoc:

Nganh san xuA't dupe Viet Nam vdi boat dpng chu ye'u la nganh cOng nghiep bao chd' phu thuOc vao nguyen 1 idu nhAp tir nude ngoai

- Khang sinh co gia tri cao, chid'm khoang 40% gia tri nhAp kh^u hang nam nhung nu’dc ta hAu nhu chua co san xuA't dupe nguyen lidu khang sinh Nam 1996 T$ng cOng ty dupe Viet Nam da dua mot co sd san xuA't khang sinh ban tdng hpp lien doanh vdi Ilan Quoc di vao san xuA't nguyen lieuAmpicillin va Amoxicillin la mot budc tidn mdi trong nganh san xuA't nguyen lidu

vO co Cac thuO'c tdng hpp va ban tdng hpp hda hoc mdi san xuA't thu d qui mo nhd, gia thanh cao

- Dupe lieu: Noi chung ta cd tidm nang vd dupe lidu nhung chua phat huy dupe the manh; chua cd vung trong dupe lidu tAp trung, ky thuAt che' bien dupe lieu chua hinh thanh, kha nang marketing trdn thi trudng quO'c td' thieu

30

kinh nghidm ndn chua co khach hang dn dinh, tin cAy Do vAy, ngoai Artemisinin chid't suA't tir cAy thanh hao ra chtra co mat hang thuoc chu yeu, mdt sd thudc da dirqc nghidn cuu nhung chtra khang dinh duoc tac dung, gia thanh thirdng cao hon y hoa duoc hay khang sinh.

- Sinh hoc: Vide u’ng dung cong nghe sinh hoc trong san xudt thudc mdi chi la btrdc ddu

b Cong nghiep bao che:

Trong edng nghidp bao che trinh do san xudt vAn con lac hAu, chtra hoan chinh, nhung dang bao chd' ky thuAt cao chtra tir san xudt duoc nhu-: dung dich tidm truydn dac bidt la dung dicli dam, lipid truydn, thudc tidm nap san trong bom tidm, thudc giai phong co didu kien, thud'c tac dung keo dai

Trinh dd edng nghd: Theo kdt qua dd tai nghidn cuu danh gia trinh dd khoa hoc edng nghd cua Bo khoa hoc edng nghe va mdi trudng lien hanh Iren pham vi toan quoc nam 1990 nhu' sau:

+ Trinh dd edng nghidp lac hAu : 81,8%

+ Trinh do cong nghidp trung binh : 5,5%

+ Trinh dd edng nghidp loai kha : 1 1,8 %+ Trinh dd cong nghidp loai tot : 0,6%

Trang thid't bi chap va, thid'u ddng bo, nhap lai tir 15 ntrdc khac nhau, chu yd'u la Trung Qud'c va Lidn Xo cu, sau 1975 co nhap cua Dire, Thuy Si, Y, NhAt

trung binh la 54% lid sd doi mdi thid't bi rat tliA'p, chi dat 13%

Cac chi sd' nay cho th Ay cac may moc hidn dang tham gia san xuA't dirqc ph Am rA't lac hAu

Trong thdi gian 10 nam trd lai dAy, cac don vi da tir vay von dAu tir doi mdi trang thid't bi, nAng cA'p co sd theo tidu chuan GMP (Cong ty dirqc Ddng

Thap, Binh Dinh, Hftu Giang, Cuu Long ) khu vuc trung trong co dftu tu nhung khdng ddng bd, qui md nhd ndn cung chi phat huy d mu’c vira phai.

- Cdng nghidp phu tip chua dap ring dupe ydu eftu cua nganh dupe nhu bao bl, co khi chfnh xac, ta dupe ban tdng hop

- Ta chua co kha nang san xuft't d'ng rdng dung thudc tidm chat lupng cao, lo nut ddng khang sinh bdt trong nude khdng dat tidu chudn Cdng nghidp bao bl yd'u kem, nganh co kill chd' tao cac thid't bi va phu tung san xuft't thudc hoan toan tliid'u hoac yeu

- Nganh cdng nghidp bao che thudc Vidt Nam phai duong dftu, canh tranh vdi nhidu ddi thu nude ngoai cd nhidu tidm nang ky thuftt cdng nghd, vdn, kinh nghiem, kien thuc kinh doanh xuat nliftp khau manh hon nhidu lftn

Theo thdng kd den nam 1995, cd 380 cdng ty san xuat nude ngoai da dang ky ban san phftm tai Viet Nam, gft'p khoang 3 Ian sd doanh nghidp san xuat trong nude Trong dd nhidu cdng ty dung hang dftu thd' gidi cung da cd mat nhu Pfizer, Glaxo, Sanofi, Bayer, Ciba, Merk VI chi phf qua Idn de tao

ra cac thudc mdi chua boat chat mdi hoan loan ndn cac cdng ty nude ngoai ngay nay cung thay ddi chien lupc, chu yd'u nliftp vao Viet Nam cac thudcgeneric dd la cac doi thu cd the nud't chung nganh san xuat thudc cua chung

lpi the' lao dong re, tu san xuat ra nguydn lieu hoa dupe, dupe chfnh phu uu dai vd xuat khftu da tung thudc vao thi trudng Vidt Nam vdi gia re, thftm chi con thap hon gia san phftm do ta tu san xuft't [3]

2.1.1.4.1 Co eft'u san phftm

a Cac yen td anh hu’dng den co'can san pham:

Co eft'u san plifim phu thudc trudc het vao trinli dd cdng nghd va kha nang quan ly cua nganh Viet Nam con d trinli dd cdng nghd va khoa hoc ky thuftt tlift'p nen khdng tlift tu san xuft't du chung loai, dang bao chd', so lupng

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hoat chA't dap dug mO hinh benli tat, phac do didu tri, mo hinh tidu thu thuoc, tinh hinh thu nhap cua nhan dan va dan tri cung quyd't dinh ra't ldn dOn co ca'u san ph<im.

- Kd't ca'u ha tdng:

Vi tri, thid't kd', xay dung nha x trong cac co sd san xua't hidn co ra't xa vdi cac lieu chudn GMP cua Asean Plifin ldn ddu xay dung da lau, nha cua kho tang xud'ng ca'p, dat d khu vuc dong dan cu ndn khdng dam bao vd sinh mdi trudng

- Md hinh bdnh tat:

Md hinh benli tat d Vidt Nam vtia cd dac diem cua nude dang phat tridn chu ydu la cac bdnh nliidm trung va ky sinh trung (29,05% nam 1995) vua cd dac didm cua cac nude phal tridn: cac benh than kinh, lim mach, bdnh dudng tidu hda, tid't nidu cd xu hudng tang ldn

- Phac dd didu tri:

Do co chd' kinh td thdi md cua tac ddng nliidu loai thuO'c cd lidu luqng tha'p, tac dung nhanh, manh, dd dang tim duqc trdn tlii trudng du gia rdt dat

VI vay phac dd didu tri cung tliay doi nliidu, xu hudng tu didu tri tuy mang tfnh lam dung thuO'c nhung lai dang pliat tridn manh Con cac bdnh nhan ngoai tru hay benh nhan didu tri tai co so tu’ nhan cd xu hudng dung loai thuO'c mdi de chua bdnh nhanh

- MO hinh tidu thu thuO'c:

O Vidt Nam, mO hinh tidu thu thuoc cd dac didm sau:

+ ThuO'c uO'iig duqc su dung rOng rai ndn cd xu hudng tang nhanh lion dang thuO'c tidm

+ ThuO'c tidm noi chung cd xu hudng giam, nhung cac dung dicli truydn dung cho cac bdnh nhan nang didu tri nOi tru cd xu hudng tang tai cac bdnh vidn, nhat la benh vidn khu vuc phfa Nam

+ Ngirdi tidu dung co tdm ly u'a chudng va danh gia thudc nhdp ngoai td't horn thudc san xudt trong nude, nhung c6 th$ so bd danh gia chdt lupng thudc san xudt trong nude co th$ dat 80-90% so vdi thudc ngoai Tuy nhidn gia thudc ngoai thudng dat hon thudc ndi cung loai 3-10 ldn, cac bidt dupe cao cdp tir 10 dd'n 30 ldn cac loai generic.

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+ Cd mot bd phfln nhan dan chudng thuoc y hoc cd truydn hon thuoc san xudt tir hoa chdt Didu nay edn cd cac edng trinh khang dinh uu thd chtra bdnh cua thudc hidn dai hay thudc y hoc cd truydn dd hudng ddn nhan dan sir dung thudc cd hidu qua trong sir nghiep bao vd sue khde cho nhan dan

h Cor cau san pham thudc san xudt trong mtde.

Co cdu san phdm nghdo ndn, khdng du cac hoat chdt edn thid't kd ca theo danh muc thudc thid't yeu ta mdi chi dua vao san xudt dupe 175 boat chdt, mdt phdn do thid'u edng nghd, mot phdn do kha nang kidm tra chat lupng

ma ta khdng dam duong dupe ndn khdng du tai lieu ldp hd so dang ky thuoc

Da sd cac san pham ddu la cac thudc san xudt theo cong nghe bao che vao nhung nam 40 -50 Chung ta hoan toan thie'u mdt vidn nghidn cuu vd cong nghe bao che ndn kho co the nghidn cuu ra mot loai thud'c cd chdt lupng cao

Cac san phdm ap dung edng nghd cao hdu nhu khdng cd vi vdy cac don

vi ddu san xudt ra nhu’ng san phdm thong thudng, trung ldp, canh tranh khdng lanh manh, dua nhau pha gia de quay vong von, gay thiet hai rat ldn cho chfnh cac nha san xudt

Ve mat edng nghe va kidm tra chdt lupng, chung ta con thid'u cac cong nghd sau:

- Cac loai san phdm tidm ddng kho

- Dung dich tidm truydn ky tliudt : Dung dich acid amin, vitamin, khoang chdt

- Cac loai phe' phdm uong lac dung kco dai (Sustained release)

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- Cac loai thudc giai phong theo chuong trinli (Programmed release).

- Cac loai thudc giai phong co kidm soat (Control release)

- Hd tri lieu qua da (Transdermal therapeutic system)

- Cac loai thudc md dang kem, gel hdn hop nhidu thanh phdm_ _

- CAc loai thudc nhidu thhnh phdn (chu ydu vd mat 6n dinh thudc va kiem tra chat luqng san phAm)

- Thudc giot udng nhidu thanh phdn

2.1.1.4.2 Chat luqng san ph Am:

CliA't luqng san phdm da duqc cai thidn vd ca vd hinh thuc va noi dung Nhidu don vi trung uong va dia phuong da ddi mdi cdng nghd ddng goi san phftm lam cho thudc Vidt Nam vd hinh thuc khdng thua kem nude ngoai

Tuy nhidn, chat luqng thuc su cua thudc chua cao, chua nghien ciiu vd sinh kha dung va do 6n dinh ciia thudc

2.1.1.4.3 Tinh hinh dang ky thudc

Cho ldi nay, thudc liru hanh trdn thi trudng vd co ban chi con mot ngudn thudc duqc lu’u hanh hop phap la thudc san xuat trong nude, thudc nliAp kh<iu chfnh thuc qua cac cdng ty xuA't nliftp khdu y td TrAt tu thi trudng thudc dang duqc kliac phuc va cung cd Cue Quan ly duqc da chi dao cac dia phuong, doanh nghidp thuc hien nghiem luc qui chd dang ky thudc

Tfnli den nay long sd thudc duqc cA'p sd dang ky la 3554 thudc, nude ngoai vdi 836 boat cliAtva 4692 thudc trong nu’dc vdi 310 boat chAt

Nhd co bien phap kien quydt ddi vdi don vi vi pham so him cong nghiep ndn den nay vide vi pham bao ho sb huu cong nghidp da giam dang kd 14]

NgAnh san xuA't duqc plidm la mol nganh thidt ydu trong ndn kinh td qudc dAn Tdng gia tri thudc san xuat trong nude khoang trdn dudi 1485 ti Vidt Nam ddng Rieng khu vuc Trung uong nop tich luy cho nha nude dung hang thur 6 trong toan bo cac nganh san xuat

Mot so so lieu cu the nam 1998.

- Gid tri tdng san lupng nam 1998 dat 1.485.000 trieu ddng, 106% sovdi nam 1997

- Khoi trung trong

- Khoi dia phuong

: 669.000 trieu dong

: 816000 trieu ddng

- Doanh san xua't dal : 1.578.000 trieu dong (bang 1 12% so vdi nam

- Khdi trung trong

- Khdi dia phuong

- Hinli thuc chdt lupng thudc ngay cang cai lien va nang cao, da bat dau chu y den vide nghien cuu tuoi tho va linh sinh kha dung cua thudc

- Da co str canli tranh vd chat lupng hang trong nude va hang ngoai nhap

2.7.2.2 Nhitng kho khan tdn tai:

- Cdng tac quan ly nganh chua chuydn ddi kip vdi co chd' thi trudng, mdt mat gay trd ngai cho san xua't, mat khac chua quan ly dupe thi trudng, co noi co luc con xay ra hidn tuong canli tranh khdng lanli manh, khdng co lpi cho cac don vi san xua't

- Co ca'u san pham chua dap Ung dupe nhu efiu, md hinli bdnh tat nliidu thudc con thieu, chi co lpi cho cong ty thuoc nude ngoai

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