Các giải pháp nâng cao hiệu quả công tác quản trị bán hàng

Mptnha quan tri ban hang khong chi dua vao ban nang kinh nghim gi‹ii han ve matquan ly la du, ma phai biét cach ung dung két qua nghién cttu ve quan tri b:in hangmot ciich hfru ich.Mot c

BQ GIAO DI,JC VA DAO TAO

KHOA QUAN TRJ KINH DOANH

Dé téi.•

CAC HAI PHAP NANG CAO HI@ U

QUA

CONG TAC QUAN TRJ BAN HANG

TAI CHI NHANH CONG TY TNHH TM TRUC TAM

TP.HCM/ 05/ 2009

LiJI CAM ON

Sau thcii gian thuc tap tai Chi nh:inh Cfing Ty TNHH TM Triic Tain, em

da hoan thanh bao cao Luan van tot nghi(p

Em xin ch$n th:inh c:inn on:

Ban lanh dao Chi nh:inh Cong Ty TNHH TM Trfic Tann da tiep nh(an va taodieu ki(n cho em tham gia trpc tiep vao hoat dong kinh doanh cfia cong ty

Cuoi ciing, em kinh chuc toan the cong nhan vién Cfing Ty TNHH TM TriteTann, thay co tru rig Dai Hpc Ky Thuat Cfing Ngh( Thanh Pho Ho Chi Minh luonluon ga(t h:ii nhiéu thanh cong trong cfing vi(c, céi nhiéu niém vui va may méntrong cuoc song

SVTT: Huynh Quite Cifdng GVHD: Th.S Nguyén ThJ Cain Huyén

NHA( N XET CUA GIAO VIEN HGCING DAN

NH@ N XET CUA GIAO YIEN PHAN BIE) N

TP.Ho Chi Minh, ngay th:ing nam

MI,JC LIjC So trang

CHGONG II: CAC GIAI PHAP CU THE NANG CAO HOAT DONG QUA TRI.

II Met rong h( thong phén phoi

1 Xay dung kénh phan phoi 65

chat

2 Quan ly c:ie thanh vien trén kénh phan phoi 67

III Thuc hi(n tot d|ch vu chain soc kh:ich hang 68

IV Tuyen dung. va dao tao . dpi nhan vien ban hang 69. . .

V Giam chi phi san xuat, ha gi:i thanh s:in pham 71

VI.Tao moi truéng lam vi(c tot 72

CHUONG III: NHIING KIEN NGHJ 73

IT LU@N 74 TAI LI,EU THAM KHAO

ngu

Luan vén tot nghie[ p GVHD: Th.S Nguyén Th| Cam Huyen

So do 1.2: Quy trinh huan luy(n va dao tao nhan vien b:in hang 16

Sci do 2.2: H( thong phan phoi ciia cfing ty 48

So do 3.1: C‹i ca.u to.chu.c pho.ng ki.nh doanh du ki.e.n 66

MUC LUC BANG BIEU

Bang 2.1: So li(u thong ké c:in bp cong nhén vien theo trinh dc› 31

Bring 2.2: So li(u thong ké c:in bo) cling nhan vien theo gioi tinh 32

Béng 2.3: So lieu thong ké cén bo céng nhén vién theo d¿o tuoi 32

“n tot nghiep GVHD: Th.S Nguyén Th[i Cam Huyén

Ngay nay, khi c:ic hinh thuc c h tranh ve giii ca, chat lupng d trci nén la mot

dieu hién nhién thi cac cfing ty da huémg tcii mot hinh thirc canh tranh khiic khfingkém phan khoc li(t va hi(u qua: canh tranh bang ciich tao su thfin thiét voi kh:ichhang Hien nhién la cac cfing ty khap noi can ph:ii duy tri siin pham va dich vp hi(uqua hon, d:ing tin cay hon, cé› dii kha nang d:ip ting nhu cau kh:ich hang Nhung donbay th(at su la c cho cfing ty phai tao cho minh nhiéu an tupng tot va de co nhung antupng tot vc›i khach hiing trong vi(c ban hiing, thi cfing ty phiii biét c:ich quiin tr] banhang mot cach hi(u quit

Trong dieu ki(n canh tranh gay gat nhu hi(n nay, nhiéu cong ty da dan dannhan thuc duoc rang bo phan b:in hang can du‹ic da)t tar tain diem cua su chti y.Da)c bi(t ci cac linh vuc ma nhu cau nguc i tiéu dung dang thay doi lien tpc nhu: congngh(

thong tin, di(n tu ., thi viec quan ly

thu va nang cao gia tri| thu‹ing hi(u lén diing ké Ci day, kha nang dap ung day dii cacdfii hoi ciia khach hang chinh la loi the canh tranh quan trpng nhat Cac nha quén trib:in hiing co quan h( trpc tiep voi vi(c tang doanh thu va lcii nhuan cho cong ty Suthanh cfing ciia hp la vi(c lam the nao de tang doanh so va lpi nhuan cho cfing ty Mptnha quan tri ban hang khong chi dua vao ban nang kinh nghi(m gi‹ii han ve m)atquan ly la du, ma phai biét cach ung dung két qua nghién cttu ve quan tri b:in hangmot ciich hfru ich.Mot cfing t:ic quan tri ban hang co hi(u qua khong nhiing se Huh hurig sau sac den su thanh cong cua cfing ty trong hi(n tai ma c:i tuong lai trén thi truéiig

Ngu‹ii tiéu diing ngay nay dang trci nén kho tinh hon trong vi(c chpn lua c:iesan pham phpc vp trong cuoc song ciia hp, vi co rat nhiéu san pham canh tranh trén thitruéng, nhung nhan to trén day tao nén t:ing cho su thay doi hoat dong ciia bo phanban hang Ganh na)ng lén nhat trong dieu hanh quy trinh ban hang ci mot doanhnghi(p nam c cac cap Quan ly ban hang, cac Gi:inn sat Kinh doanh, cac vi tri quan lykhac, hp dai di(n cap quan ly lanh dao quan trpng nhat trong toan bo cc cau kinhdoanh cua mot doanh nghi(p, vi hp truc tiep dieu hanh luc lupng ban hang ngoai thitruong va chiu trach nhi(m khu vuc kinh doanh du‹ic giao phéi

Quan tri ban hang la de noi ve vi tri cua nhan vién ban hang, cac hoat dong vatrach nhi(m ciia nhan vién ban hang Ciing nhu de chi ra duoc nhiing ky nang can thiét

de trc thanh mot nha quan ly xuat sac, dong thcii de tuyén chpn doi ngu nhan vién banhang thanh thao va lam vi(c co hi(u qua Né›i torn lai, vi(c quén tri ban hang motcach hi(u qua se mang lai nhiéu lpi ich cho cite Cong ty

2

vén tot nghiep GVHD: Th.S Nguyen Th]i Cam Huyen

Tit nhung nhan thuc trén, dong thcii két hpp voi ciic phuong phap tong hpp,

phfin tich va so sach, toi quyét dinh chpn de tai:” NANG CAO HIEU QUA BAN

HANG TAI CHI NHANH CONNGG TTYY CA PHE TRUC TAM”.

Do tain nhin cua ngu‹ii viét cfin gioi han, nén de Hi nay chi nghién ctiu triénkhai h( thong ban hang ra kénh phan phoi Doi ngii ban hang du‹ic trién khai b:in hangtu’ NPP den kénh ban hang trpc tiep, khach hang nay se trpc tiep b:in hiing dentay ngu‹ii tiéu diing, khong trién khai phuong ph:ip ban hang den tay ngucii tiéu dung

Bo cue ciia chuyén de gom co:

Phan I: Co sc ly luan chung ve cfing tiic qu:in tr| bén hang

Phan II: Thuc trang cua cfing t:ic quan tri ban hang tai CHI NHANH CONG TY TRUC TAM

Phan III: Cac gi:ii ph:ip nang cao hi(u quit cling t:ie qu:in tr] biin hang tai CHI NHANH CONG TY TRUC TAM

Két lua(n

Lu[an vén tot nghiep GVHD: Th.S Nguyen Th| Cam Huyen

.

PHAN I.•

Coso tj luji n chung vé

zéng téz quan trj bén héng

4

Luan vén tot nghiep GVHD: Th.S Nguyén Thi Cam Huyén

CH ONG I:TONG QUAN VE HOAT DQNG BAN HANG

I Dac

diem, vai tro, va nhiem vu cua ban hang. . .

1 Da)c diém cfia b:in hang:

Ban hang la mot cong vi(c khong the thiéu trong bat cu hoat dong kinh doanhthuong mai n:to Co rat nhiéu dinh nghia duoc hiéu ve biin hang

Ban hang la mot hoat dong kinh té nham b:in duoc hang ho:i cua nha san xuatcho tat ca cac doi tuong tieu diing khac nhau trong xa hoi La trung gian gifia c:ic nhasan xuat, c:ie nha phan phoi v‹ii cac to chuc, gé›p phan I:ie dong den su phat triénkinh té cua dat nucic ''

Ban hang con duoc hiéu la mot qu:i trinh giao tiep chu dong ma ngu‹ii b:inhang lam de: Kh:ich hang hiéu duc c lpi ich ciia san pham Cung cap cho khach hangthong tin ve san pham; Dat ducic su hai long ciia khach hang cii ve hai ma)t: Thunhat la hai long ve san pham, thu hai la hai long ve th:ii do phuc vq cua nhan viénb:in hang; Tao thien ciim va niem tin noi kh:ich hang; Theo doi va chain soc khiichhéng sau khi ban

2.Vai tro — nhi(m vu cfia nguiii b:in hang

Ban hang nam trong khau luu thong phan phoi ciia quit trinh t:ii siin xuat san

pham hang hoa ctia xa hoi No co cac vai tro chu yéu sau: Luan chuyén hang hoa

trong qua trinh tai san xuat, Phpc vp nhu cau xa hoi, lam trung gian lien lac thong tingifra doanh nghi(p san xuat vcii cac khiich hang khac nhau"' Trong nén kinh Ie thitrucing, hoat dong ban hang con co vai tro quan trpng dfii voi hoat dong tiep thi chocac nha san xuat Ciing qua ban hang, ngucii tiéu dung se nhin nhan, diinh gi:i khiinang s:in xuat kinh doanh cua cac doanh nghi(p thupc mpi thanh phan trong nén kinh

té quoc dan

Cong vi(c ciia nhan vién b:in hang chu yéu la: thuyét phpc khach hang tiéu thusan pham, khong chi thuyét phuc mo( t lan ma can phai co ky nang thuyét phuc nhuthe nao de khiich hang quay lai mua s:in pham ciia minh lau dai Tao ra loi nhuancho cfing ty, tim kiém khach hang moi cho cfing ty bang nhiéu c:ich khac nhau, nhanvién can phai niem net va tao ve than thi(n de co dupc su chu y cua khachhang.Noi torn lai, nhan vién ban hang la chiéc cau not giua khach hang va doanhnghi(p, ngucii nhan vién phai chain soc quyen loi ctia cong ty minh: B:in duoc sanpham voi dting gia mang lat lpi nhuan cho doanh nghi(p, vtia phai chain soc quyenlqi ciia kh:ich hang: mua dupc s:in pham ‹ muc gia phai chang, giup hp su dung sinpham cua minh mpt c:ich hi(u qua nhat, mang lai lpi ich cao nhat cho khach hang.Nhiing nguéi'i nay duc c

Luan vén tot nghi9p GVHD: Th.S Nguyen Thi Cam Huyendao tao mot ciich bai ban khong chi de b:in san pham ma con de xay dijng va duytri moi quan h( lam an lau dai voi kh:ich hang Hp con nhting nha chuyén mon cokha néng phat hi(n va giai quyét nhung van de khé› khén cua khach hang thong quanhung san pham ma hp mang lai.

dié’min cfia nghé b:in hang

L:i mot nghe co thu nhap cao, thong thuéiig tién lirong khcii diem ctia hoat

dong ban hang khong cao hon so v‹ i nhung nghé khac, nhung sau vai nam kinhnghi(m thi se thay doi nhanh chong Mot so cuoc khao siit cho thay thu nhap ciia motnhan vién ban hang gioi dfii khi cao h‹in ngu‹ii quan ly Két qu:i hoat dong the hi(n

mot ciich hién nhién v:i nhanh ché›ng Doi viii mpt so cfing vi(c thi két quit nhan biet

rat chain doi hoi phiii co quit trinh lam viec lau dai ho)ac can co su phoi hpp cuanhiéu ngu‹ii moi dna den két qua cuoi ciing Con doi voi hoat dong b:in hang thiket quit ducic thua nhan ngay tuc khfic sau khi mot so lupng hang ho:i duoc banxong Nguoi biin du‹ic tra lu‹ing chu yéu dua trén cc so thuc hi(n la so lupng vadoanh so biin hang

Hoat dong ban hang chiu su giiim sat truc tiep va co tinh an toan cao trongcong vi(c, bcii vi ngucii b:in hang la nhung ngucii co quan h( rong rai voi kh:ich hiing

va co uy tin, gan bo vc›i khach hang rat kho thay doi cong vi(c

II Cling tiic quan tr) biin hang

1 Kh:ii ni(m quan tr} b:in hang

Quiin tri| ban hang du‹ic hiéu la mot phan ctia hoat dong kinh doanh soi dong

va cé› tinh ca nhan cao, la mpt hoat dong quan tri cua nhiing nguoi ho tro luc lupngbiin hang"' No ducic d|nh nghia nhu la mot bo phan trong quan tri san xuat kinhdoanh cua cac doanh nghi(p No dong vat tro chu yéu trong vi(c to chuc tiep thi vachao ban hang

Quan tr| ban hang co the duoc d|nh nghia la hoat dong quan tri cua nhungngucii thuc su thuoc luc lupng ban hang Tiiy thuoc vao In’ng cfing ty ma qu:in ly banhang co the cé› rat nhiéu danh vi khac nhau, bao gom nguoi quan ly ban hang theonganh hang, ngucii qu:in ly biin hang tiing quan, khu vpc, gi:inn s:it vién hay giams:it vién b:in hang

2 Vai tro cfia quan trJ b:in hang

2 0

Luan vén tot nghiep GVHD: Th.S Nguyen Th| Cam Huyen

so va l‹ii nhua(n cho cong ty Mot nha qu:in tri phai biét cach giai quyét van de ma

de giai quyét van de nha quan tri ph:ii biét ciich nhan biét su ton tar cfia nhung van de

do De th do co the x:ic dinh, ciing nhu thu thap thu tin giai quyét van de Dong thoi lap oac ké hoach ciing nhu xay dung cite chién luoc va ch]u triich nhi(m trong vi(c

thuc hi(n c:ic mpc tiéu ve doanh so, thi tru6ng phfin phoi, do:in duoc y do ciia doi thucanh tranh dna ra cac bi(n ph:ip phong tranh

Tru‹ic nhu cau cua khach hang ngay céng tang cao, chat lupng ctia doi ngtiquan ly ban hang can phai duoc nang cao cho ngang tain Da)c bi(t khi ma thitracing canh tranh ngay cang cang, chat lucing it co su kh:ie bi(t thi nhiing ky nangctia doi ngii bin hang dong vai tro mang tinh quyét dinh Nhu vay, de quiin tri biinhang hieu qua nha quan tri can nam duoc cac yéu tfi nhu: duy tri khach hang, gifrv] tri uu the doi v‹ii khach hang, xay dung gi:i, chi phi ban hang va dich vp, chpn lpckh:ich hang

3 Ban chat cua quan tr) b:in hang

Quan tri| b:in h:ing la mot cling vi(c kho khén day th:ich thuc vi ban chatchinh moi trucing day khac nghi(t va kho khan, lien quan den yéu to con ngucii, cac

nhan vién ban hang, de co the hoan thanh ducic trach nhi(m ve cac muc doanh so,cac loai chi tiéu, hang loat bao cao va rat rat nhieu thu kh:ic

Mot quén ly biin hang hi(u qua phai la mot ngucii dao tao trong ban chat, motngu‹ii co the khai thac duoc uu diém cua nhan vién, biét cach dong vién thuoc cap,

biét lang nghe va cé› dwae cac giai phap thich ung, va biét dna ra cac quyét dinh

chinh xac

cap trén, nhan vién cfip duoi, khach hang, Va chinh ban than hp ciing ph:ii dat radupe nhung cau hfii chuyén mon va ky nang cho minh Nhung cau hoi do co the la:

Quén IQ Bén hang let mot Khoa hpc hay la mot Nghe thuat? Cong tac quiin ly

nhin chung nghiéng nhiéu ve ky thuat va khoa hpc, nhung cong tae dieu hanh va quan

ly mot luc lup'ng nhung con nguo'i mang lai doanh so va anh huéing den su ton vongcua mot doanh nghi(p lai thiéu nhiéu ve ngh( thuat hon

Quén ly lii:c In:prig bén hang being Ky mat thép hay bang Ky thuat chuyén

mfin ? Nghi(p vu quan ly lirc lupng b:in hang tuy nghiéng nhieu ve ngh( thuat honnhung ban chat van la mot cong vi(c doi hoi nhiéu ky néng chuyén mon cua nghéquan ly ban hang, nén Pro Sales Manager van ph:ii la mpt con ngucii duqc xem latoan di(n

Luan vén tot nghiep GVHD: Th.S Nguyén Th| Cam Huyen

Quan Ij lvc In:prig bén hang nhu: thé nan dé tain tang Doanh so? Doanh so

chac chan se den néu c:ic Sales Manager biét lam vi(c bang chuyén mon voi cac kynang chuyén nghi(p

Diéu hanh viing vang lij:c lvctng bén hang minh dang quan IQ? Luc lupng bén héng

va nhén vién biin hang cac cap chi hoat dpng dupe vfmg v:ing on d|nh néu cac Sales

Manager biét dieu hénh, qu:in ly mot each chuyen nghi(p de tao dupe su on dinh ca vetém 1y cho nhan vién lan phuong ph:ip va quy trinh hoat dong cho luc lupng kinh doanh

Luan vén tot nghiep GVHD: Th.S Nguyen Thi Clin Huyen

CHU€1NG II: NOI DUNG CUA HOAT D(ONG

QUAN TRI, BAN HANG

I.Xay dirng muc tiéu b:in hang

Moi cong ty tiiy theo chtrc nang hoat dong san xuat kinh doanh se da(t racac muc tiéu riéng cho luc lupng ban hang cua minh Thong thuéng muc tiéu ciialuc lupng ban hang bao gom:

fi Muc tiéu ve doanh so - siin lupng:

Moi cong ty déu phai co mpc tiéu ve doanh so kh:ic nhau de ttr do co the de ra

ke hoach ban hang hi(u quit hon, co mot chuong trinh hanh dong cq the hon

Mpc tiéu ve doanh so: Tong tri gi:i hang ho:i hay dich vu can dat du‹ic quanhfmg no luc biin hang trong khoang th‹ii gian xiic dinh Can phiii xac dinh cu the ve

so lupng , x:ic dinh chinh xac thcii gian thirc hi(n va muc tiéu nity phai kh:i thi va de

do lucing duoc

Muc tiéu ve san lupng: Can phéi d|nh ro mpc tiéu eg the ve san lupng san

pham can biin trong mot khoéng th‹ii gian cu the Dua trén ket quit biin hang cfianam truoc, cua nhiing thiing truoc, de tit do co thé de ra mpc tiéu ve s:in lupngchinh xat Ngoai ra, vi(c de ra mqc tiéu ve san lupng con can phai dua trén cc sci

du bao xu huéng tieu thu san phfim tren thi truéing, ty 1( ph:it trién nganh, tinh hinh

c tranh giua ciic nhan hi(u, thJ phan hi(n tai ctia chinh cong ty va nguon nhan luc hi(nco

5 Muc tiéu lpi nhu a)n:

Day chinh la khoang loi nhuan ma cfing ty mong muon dat duoc thong quahoat dong ban hang trong kho:ing th‹ii gian xac d]nh Yéu cau cila muc tiéu nay laph:ii de do luéng, cu the, kha thi, xiic d|nh du‹ic th‹ii gian thuc hi(n va phiii co can cu

De xac dinh muc tiéu nay can phai can cu vao muc tiéu cua toan cong ty, doanh soban hang, gia thanh san pham, cac khoang chi phi ban hiing, quiin ly va khuyén mai

Danh giii cac cc hoi thi truéng

v:i x:ic dinh c:ie thi truéns muc

Lua chon cac chién lu‹ic tot nhat ua r

chién luoc

Xem xét, tong dieu hanh

Kiém tra, d:inh giii

Luan vdn tot nghi9p GVHD: Th.S Nguyen Th| Cam Huyen

Tuy theo hoat dong ctia tiing cfing ty trong tung their ky se co nhiing muc tiéubiin hang khiic nhau

II Hoach dJnh chién c b:in hang

Tién trinh hoach dinh chién lu‹ic b:in hang bao gom: Nhan thuc cc hoi, thiétla(p cac muc tiéu, chpn phuong an de hanh dpng Nhan di(n cac th‹ii cci kinhdoanh trong tucing lai se gitip cfing ty hoan thanh c:ie muc tiéu, muc dich da de ra,

du kien trucic nham triinh cac rtii ro, trién khai kip thc›i cac chuong trinh hanhdong Hopch dinh se giup cho nha qu:in tri de dang to chuc, lanh dao, kiém tra vadiinh gia hi(u qua ciia cong tire quan tri ban hang

Tién trinh ciia hoach di|nh

Chuong trinh Chuong trinh Chuong trinh Chuong trinh

Sir do 1.1: Quy trinh hoach d)nh chiéc luqc b:in hang

Mot so chien luoc b:in hang pho bién:

4 Chién 1u‹ic biin hang c:i nhan:

25

Lua/ n vén tot nghiep GVHD: Th.S Nguyé 'n n Thi Cam Huyen

di(n biin hang nay giao tiep voi kh:ich hang mot cach truc tiep Chién lucic bén hangnay cé› tinh thong nhat cao va linh dong nhung ciing co the ga)p tinh huong that bat

do chua ga)p thong tin, kien thuc hay han ché quyen quyét dinh Chinh vi the, de

thuc hi(n tot chién luoc nay thi can phai va)n dung mpt so ky nang t:ic nghi(p b:inhang, chu trinh ban hang va c:ie buc c biin hang chuyén nghi(p Chien luoc banhang ca nhan nay duc c van dung doi vc i nhiing san pham, dich vu co giii tri trungbinh, san pham co tinh nang noi trpi, ban hang qua c:ic trung gian trong h( thong kénhphan phoi

4 Chién lucic b:in hang theo nhom:

Chién lupc nay dupe thanh lap tu hai thanh vién trci lén, nhung thanh vién naycé› trach nhi(m phoi hop cac the manh ctia nhau de dat mpc dich ban hang va canphiii co cong cu ho tro, cac phuong ti(n de lien lac va phan cong trach nhi(m cho rorang Uu diém cua chién lupc bén hang theo nhé›m co kha nang tho:i man kh:ichhang va nang suat lam vi(c cao, de dang tham nhap duoc kh:ich hang Nhung chiénlupc nay co the gay tr‹ ngai trong vi(c phoi hpp do thiéu gan giii nhau ho(ac co the

do thiéu nhat quan cua cac thanh vién trong nhé›m Chinh vi the ma cac thanh viénphai co su hfi tro lan nhau ve cac kien thtic, ky nang va kinh nghi(m

fi Chién luoc b:in hang tu van:

Chién lu‹ic nay cé› da)c diém ban hang la dna ra nhiing l‹ii tu van chokhach hang, giup hp dat duoc nhung mong muon ngoai mong doi khi mua s:in pham

Ngu‹ii biin hang co cc hoi dat dupc nhfing hpp dc›ng co gi:i tr| l6n, co the hpp tac lau

dai voi kh:ich hang Nhung hp ga(p phai khé› khan la doi hoi mat nhiéu thoi gian dophiii tim hiéu phan tich tinh hinh truc c khi dna ra Hi tu van thuyet phuc Chinh vithe ma cac dai di(n ban hang trong truéng hpp nay can ph:ii dna ra nhfmg loi tu vanthuyét phuc va phong each trinh bay chuyén nghi(p, can phai da)t ra nhiing cau hoiviia tu van, vira nhan nhu va kich thich khach hang

5 Chién luoc tang gi:i tr):

Nhiing ngucii ban hang nay tang giii tri siin pham bcii cac d]ch kém theo nhudao tao, huong dan vi(c sit dpng, giao hang dung han, ho trp ky thuat, tu van khai

théc san pham nham tao su khiic bi(t so vcii doi thti canh tranh, tu do lam cho

Ngoai c:ie chién luc c ban hang nhu trén thi con mot so chién luoc ban hang

khac cu the nhu: chién lu‹ic ban hang thuong thfio, chién lupc biin hang lien két,biin hang qua hoi thao, chién luoc ban hang qua hoi nghi khach hang, chién lu‹ic binhang qua h( thong kénh phan phoi

Luan vén tot nghi9P

III T6 chfrc l;yc lining b:in

hang

GVHD: Th.S Nguyen Th| Cém Huyen

a l;yc luiyng b:in hang

Cong vi(c to chuc va quan tri|

luc lupng biin hang

la phan tich, lap ké hoach,

thuc hi(n va kiém tra nhung hoatdong ban hang Né› bao gom vi(cthiét lap ciic muc tiéu, chién luc ccho nhan vién b:in hang, tuyéndung, chpn lua, huan luy(n, gi:inn

s:it v:i d:inh giii nhung dai di(n biin

h:ing ciia cfing ty

Nhan vién ban hang phiiitham dfi, tim kiém va vun trongc:ie kh:ich hang moi Hp phai biéttruyén dat khéo léo nhung thong tin

ve siin pham va dich vp ciia cfing

ty Cot tuy ciia mot hoat dc›ng b:in

hang thanh cfing la phai co mo( t

d pi ngii nhfin vién 6:in hang gioi.

Nhan vién b:in hang can duoc giiims:it, khuyén khich va dong vién lientuc de nang cao hi(u qu:i hoat dongciia hp

Co cau ban hang duoc phan

bo, sap xép nhan luc mot cach hpp

IQ de thuc hi(n chién lupc biinhang hieu qu:i nham mang lai loiich toi da cho cong ty C‹i s‹i dexay dijng cc cau to chuc b:in hangbao gom cac chién luoc bén héng,da(c diém kénh phan phoi, dac tinhctia s:in pham, guy mo doanhnghiep, lupng b:in hang hi(n tai vatim nang

fi Bo tri luc lupng b:in hang theo khu vuc:

Nhan vién ban hang sCbiin toan bo siin pham ci motviing nhat di|nh Can phiii toithiéu hoa chi phi di lai, vi(c dnasan pham vao thi truéing co khanéng bao phu tot hon Xac d|nh

ro trach nhi(m cua nhan viéntrén di|a ban va khuyén khichdupe nhan vién ph:it trién c:iequan he ca nhfin voi cite doi I:ictrén dia ban Tuy nhién, vi(c botri luc lupng ban hang nay sekho dat duc›c su thong nhat tiitrén xuong, viec dna ra cac

quyét d|nh kiém tra sé khokhan Co cau to chuc nay du‹icv(an dqng o c:ic cong ty co quy

mo kinh doanh lén, ban hangtrén pham vi trai dai theo dia ly

Moi mot san pham haychting loat san pham se co lucluong ban hang riéng C‹i cau tochuc nay se tao cho nhan viénban hang tr‹i thanh chuyén vién

ve ky thuat va qui each ciia sanpham, cac bp phan phoi hppthuat lot, hoat dong kinh doanhlinh hoat, cac quy dinh ve trachnhi(m, khen thuéng de dang.Nhung cc cau to chiic nay se

Luan vén tot nghiep GVHD: Th.S Nguyen Thi Cam Huyen

ga)p bat loi la triing lap c:ic no luc lam tang chi phi va khong ro kh:ich hang tiém nang, ton nhiéu chi phi tr:i luong cho nhan vién va tao cam giiic lam vi(c khong on dinh

R Bo tri luc lupng ban hang theo kh:ich hang:

Nhan vién ban hang sé di chuyén sau v:to vi(c ban hang cho mot loai khiichhang nhat d|nh, nghiéu cilu nhung nhu cau da)c thii cua khach hang, phpc vukhach hang chu diio va co nhiéu kinh nghi(m trong viec tiep xiic ban hang Tuynhién, cc cau nay se ton nhiéu cong sue, chi phi cho vi(c di chuyén cua nhanvién, phai tra luong cho c:ie khoang th‹ii gian “nhan roi” khi di lai M(at kh:ie, viecdanh giii két qua 1:tin vi(c giua c:ic nhom la rat khfi khan va de tao mau thuan

3 X:ie d)nh quy mii lire lwpng b:in hang

Ducic thuc hi(n qua c:ie buoc:

X:ic d|nh tong so khach hang se tiep can

Phan nhom kh:ich hang theo quy mo

X:ie dinh tan suat viéng tham mong muon trong ky

Nhan so khach hang vcii tan suat viéng tham

Xac dinh so lan viéng tham khach hang trung binh

Xac dinh so dai di(n b:in hang clin

X:ie d|nh so gi:inn sat b:in hang

Xac di|nh so giam doe b:in hang khu vuc

4 Xfiy d;yng chinh s:ich luirng nhfin vién b:in hang

Vi(c x:ie dinh luong nhan vién dua vao c:ie yéu to cq the: luong cén ban,thuéiig hoan thanh chi tiéu doanh so, thu6ng khuyén khich doanh so vupt chi tiéu vamot so khoan ho tro kh:ie nhu: di(n thoai, chi phi thi truéing, tro cap xa nh:i C:ie chitiéu va cc sc de tinh luong nhu cac chi tiéu ve doanh so, thu hoi cfing no, bao phu thitru6ng va dua vao cac cc sci ve bao c:to hang thang, hoa d‹in dau ra, tinh hinh thu hoicfing np de xét duy(t luong cho nhan vién

5 C:ie ké hoach dai ngo ljyc lirpng b:in hang

Ke hoach dai ngo luc lucing b:in hang tot sé co I:ic dung kich thich luclupng ban hang phan dau thuc hi(n nhi(m vu ciia minh mot c:ich tu giac va nhi(ttinh C:ic ké hoach nay bao gom ké hoach tra luong theo doanh so ban hang, ké hoachtra luong

Luan vén tot nghiep GVHD: Th.S Nguyen Th| Cam Huyen

theo doanh so kém voi trén luong thcii gian, ké hoach tra luong theo th‹ii gian cong v‹ii tién thucing, ké hoach tra luong theo their gian

IV Tuyén dung va dao tae nhan vién

1 Tuyén dung lire luring b:in hang

Tuyén dung b:in hang la mot chuoi hoat dong du‹ic tao ra de sap xép nhfmgngu‹ii ma hp co the phii hpp yéu cau ciia Cong ty ve nhan vién b:in hang La mpt bpphan linh hoat va lien tuc trong cfing vi(c ciia nha quiin tr| ban hang Cac nha quén triban hang can dna ra cac tiéu chuan, cac da( c tinh cua mot nhan vién b:in hangthanh cfing Khi tuyén dung chpn cac nha qu:in tr| thu rig dua vao cac van de cuthe nhu phan tich ro rang cong vi(c de nhan vién hiéu ro, tuyén mo, lira chpn phongvan nhan vién va sit dung c:ic bai thi de kiém tra danh giii nhu mot tiéu chuan canthiét de tuyén chpn

Viec lua chpn cac ung vién cé› khii nang va pham chat tot nhat trong toan bociic ung vién dang ky la vi(c lam can thiét de dam bao hi(u qu:i b:in hang ciia cfing ty.Muon lua chpn dung doi tupng doi hoi nha tuyén dung phai co kh:i nang hiéu biétchuyén mon sau, dong thc i phiii la ngucii nhay cam, biét danh giii dting muc tungting vién Do phai la ngucii co thoi quen theo dufii, lufin lufin co nhu cau chién thang

va tac dong dupc den nguc›i kh:ic Do ciing la ngucii dam nhan rtii ro de dat duocmuc dich, biét gan bo ch(at chC minh vcii khach hang Trén thi truéng lao dong motCong ty cé› the cfin lien h( Hi nhiéu nguon ho)ac co the sit dqng cac nguon kh:ienhau cho vi tri ban hang khac nhau Cac nguon duoc tap hpp vao bon loai: cong ty,cac dinh ché giao duc, nén cfing nghi(p va hon hpp

Day la mot cc hoi tot de d:inh gia duoc mtrc do nam bat cong vi(c b:in hangqua phong van trpc tiep Néu hp khong the b:in kha nang cua hp cho by thi hp rat

kho co the biin duc c hang hé›a ho)ac can ctia cong ty cho khach hang mot cachhi(u qua

Tim hiéu thong tin ve c:ie két qu:i b:in hang truoc day cua ung cfr vién, vi dunhu lupng hang hp da b:in du‹ic cho doanh nghi(p tru‹ c do va nguoi gioi thi(u —nguc i co the x:ic nha)n thong tin ma ting vién cfia by cung cap

Suc chiu dung, tinh khan truong, kha nang thuyét phuc, tinh quyét doén, tinh

hfia dong va tinh nang dong la nhung nang luc cii nhan tao nén mot nhan vién banhang gioi Ban hay kiém tra xem li(u cac ung cii vién do cé› phii hpp de dai di(n chodoanh nghi(p trucic cfing chung hay khong

Luan vén tot nghiep GVHD: Th.S Nguyen Th| Cam Huyén

Can luu y rang cac cong ty kh:ic nhau co cac ky thuat b:in hang khac nhau Mot

2 Huan luy(n va dao tao nhan vién b:in hang

Muon co duqc bp phan bén hang lam vi(c hieu qua thi ban se can phai conhiing ring vién phii hpp de to chuc mang luoi dai ly Cac cfing ty lén lufin vach ratiéu chuan ro rang va khat khe doi v‹ii nhung ung vién nay Truiic khi dupc tuyéndung, hp phiii vupt qua hang loat c:ie buoi phong van khé› khan Sau dé› la chuongtrinh huan luy(n ve cach ban hang va cac ky nang kh:ic Vi(c nay mang lai su tien

trién tich cuc cho cong ty: nhting cfing ty nhanh chong bién “linh moi” tr‹ thanh

ngu‹ii ban hang chuyén nghi(p se ngay cang thu htit duqc nhiéu ttng vién gioi.Chuong trinh huan luy(n cau tha, dai khiii se bién vi(c loi kéo ting vién gifii tr‹i thanhnhi(m vp phtic tap, chua ké nhirng ngu‹ii da duoc tuyén dpng ciing se som ra di.Tat ca c:ic ung vién duc c tuyén chpn déu phai tr:ii qua mot giai doan huénluy(n truoc khi thirc hi(n cfing vi(c b:in hang that su Tuy theo cfing ty kinh doanhhang hé›a co tinh phuc tap hay dcin gian thi thcii gian huan luy(n se dai hay ngan.Noi chung, c:ie chuong trinh dao tao va huan luy(n cua Cong ty co the chia lam hailoat: loat thu nhat la cite chuong trinh ducic thiét ké chuan b| cho nhan vién ban hangchuyén sang vi tri khac ‹ to chuc nay Loai thu hai co noi dung dua trén su biéu loniing suat va hi(u qua cua mot nhan vién ban hang tai thuc té Muc tiéu ctia moiphan dao tao cua mot chuong trinh se php thuoc vao moi tru‹ing thi truéng, nhu caudao tao cac nhan vién co kinh nghi(m co the giai thich bang cac ly do sau:

Cac ban h:ing co nhiing phuong phap kinh doanh mci in:i chung doi hoi phuong ph:ip

ban hang moi

Cite nhan vién b:in hang da hpc nhung thoi quen xau, lam tat ky thuat b:in hang nén

C:ie ky thuat mcii giup cho nhan vién b:in hang lam vi(c nang suat hon, hi(u qu:i hon

D:inh gi:i ngufin

Thuc hién

Tham dinh

Lu[an vdn tot nghiep GVHD: Th.S Nguyén Th| Cam Huyen

Nhu vay, de thuc hi(n tot cac chuong trinh dao tao

qu:in tri| can thuc hi(n theo tien trinh sau:

va huan luy(n, cac nha

Cac muc tiéu ciia chu‹ing trinh

Not dung chuong trinh: Kien thuc

Ky nang

Sir do 1.2: Quy trinh huan luy(n va dao tao NVBH

V Trién khai b:in hang

1 Phan bit chi tiéu b:in hang

Cac chi tiéu b:in hang do ban quan tri| da)t ra nham thuc day luc lupng b:in

hang, thuéng du‹ic dién t:i bang doanh so hay doanh thu b:in hang Mpc tiéu cua d|nh

muc la nham khuyén khich nhan vién biin hang b:in nhiéu hon, dirng trong viec d:inhgi:i thuc hi(n cfia nhan vién ban hang, kiém soat cac no luc ctia nhan vién bén hang.Céi c:ic loai d|nh muc sau: Dinh muc theo doanh so, dinh muc theo san luqng, dinhmuc theo lpi nhu(an, dinh mite theo khach hang, chi tiéu bao phii thi truéng, chitiéu thoi gian b:in hang

2 Trién khai b:in hang qua kénh phan phoi

Lu[an vdn tot nghiep GVHD: Th.S Nguyen Th| Cam Huyen

He thong kénh phan phoi truyén thong: ci he thong kénh nay thi gitra ciic dai ly va ngucii trung gian khong cé› quan h( gan bo voi nhau

Quy trinh de thiét ké mot kénh phan phoi ducic thuc hi(n nhu sau:

B1: Thiét lap muc tieu va vat tro cua kénh phan phoi Nhin chung vi(c thiét lapm(ot kénh phan phoi deu phai dam biro hai tiéu chi do la don gian hoa mpi ma(ttiep xuc voi khach hang va de khach hang c:tin thay thuan ti(n nhat khi mua hang

Kénh phan phoi dcic quyen: kénh nay sC han ché ve so lupng trung gian, nha

trung gian khong ban san pham cua doi thu c h tranh va nha siin xuat se dua vaonhung ngucii ban hang cé› kinh nghiem, nang cao an tupng ve m(at s:in pham de colai cao hon

B3: Lua chpn kénh phan phoi ph:ii thoa man muc dich lau dai cua cong ty va dongth‹ii phai can nhac ve doanh so, chi phi va tiéu chuan de kiém tra va cong vi(c dequan tri kénh phfin phoi do bao gom:

Lua chpn ciic thanh vién ctia kénh phan phoi phii hpp va cé› hieu qua b:in hang Khuyén khich thanh vién cua kénh phan phoi thong qua cac chuong trinh ho trp Danh giii muc do thanh cong cua cac thanh vién trong kénh phan phoi dinh ky

Dong vién nhan vién b:in hang: cong vi(c nay se phiit huy du‹ic day dtinang luc va tinh nang dong cua nhan vién b:in hang va lit tien de quan trpng de dambao cho vi(c thuc hi(n muc tiéu cho cfing tac biin hang Vi vay, giiip cho nhan vién

day manh tiéu thp hiéu ro dwoc nhi(m vu cua ban than, nang cao duoc suc hap dan

trong noi bo

Luan vén tot nghién GVHD: Th.S Nguyen Th:i Cam Huyén

to chuc, biét su dpng mot cach dich d:ing .Néu nhan vién khong duoc dpng vién

cao

thi sC tim c:ie phuong ph:ip hi(u qua hon de ban va qu:in ly tot mpt khu vpc

Cong vi(c bén hang doi hoi nhan vién ph:ii lam vi(c mpt cach doc la(p, giogiac khong on di|nh, cé› khi phai cong tac xa nha, chi|u :ip luc ve vi(c phiii hoan thanhdoanh so .Chinh vi the ma nha quan tri can phai co bi(n ph:ip de dong vién,khuyén khich khen thuéing trong nhiing no luc b:in hang nhu: bén hang vupt chi tiéu,tiing doanh so san pham sinh l‹ii, tim kiém duoc nhiéu kh:ich hang moi, nop b:tocao du li(u dung thcii han .Té›m lai, vi(c dong vién nhan vién la mot vi(c lam ratquan trpng doi voi mot nha quan tri biin hang

VI.D:inh gi:i hi(u qua b:in hang va chain séc kh:ich hang

De diinh gi:i hi(u qu:i cong tire ban hang va chém soc kh:ich hang, nha quan tri

khong the bo qua khau giiim siit nhan vién biin hang Thong qua cong nay nguciiquiin tri co the huc ng dan, dong vién nhan vién biin h:ing tain vi(c hi(u quit hondong th‹ii ciing kip th‹ii phiit hi(n ra nhiing thiéu sot can khac phuc Gi:inn siit nhanvién biin hang can thuc hi(n m‹i rong nhung muc tiéu kh:ich hang va ciic dinh mucgiao d|ch D:inh gi:i thanh tich nhfin vién b:in héng thong qua cac tiéu chuan sau:

Thu th(ap nguon thong tin: thong tin cé› the thu thap tit c:ic nguon khacnhau nhung quan trpng nhat la cac bao cao hang ngay Cé› hai loai b:to cao: bao c:to

ve cite chuong trinh hoat dpng da hoan thanh va bao cao ve ké hoach hoat dongtrong tuong lai B:to cao ve chuong trinh hoat dong da hoan thanh co the cho thayhi(u qua cfing vi(c ciia nhan vién, tu do co cc sci doi chiéu giiia ké hoach va két

qua thuc hi(n Ké hoach hoat dc›ng trong tucing lai co the duoc thao luan de chinh

sfra noi dung cho phii hpp voi tung nh:in vién

Danh gi:i chinh thuc ve nhan vién thong qua vi(c so sénh giGa ciic nhan viénban hang voi nhau theo mttc do hoan thanh cong vi(c cfia hp, so s:inh cac doanh sohi(n tai va qu:i khu

Danh gia pham chat cua nhan vién ban hang: ciic tiéu chi de diinh giii baogom kien thuc ve cong ty, san pham, khiich hang, doi thti c tranh, lanh tho Ngoai ra con co c:ic yéu to khac nhu: th:ii do, be ngoai, Hi not, khi chat, dong cc,muc do hai long cfia nhan vién ban hang Va dieu rat quan trpng do la nhan viénban hang phai hiéu hét tiéu chuan nay va lam the nao de nang cao kha nang hoan

thanh tot cong vi(c

Chain soc kh:ich héng: nam bat tain ly va mong muon ciia khach hang luf›n la

yéu to quan trpng hang dau trong bat cfr chién lupc chain soc kh:ich hang nao Kh:ichh:ing luf›n mong muon dich vu cot loi hoat dong kinh doanh cfia ban thuc su drip trng

Lufan vén tot nghiep GVHD: Th.S Nguyen Th[i Cam Huyen

tien bat gao” C:ic dich vu b:in hang nhu:bao hanh, bao tri, tu van ky thuat, xu lynhfmg khiéu nai thoa d:ing cho kh:ich hang, hu6ng dan su dung san pham, thuongxuyén to chuc c:ic hoi nghi khiich hang, cac hinh thuc tang qua, khuyén mai cho hp

Lua/ n vén tot nghi9p GVHD: Th.S Nguyen Th[i Cam Huyen

CHEWING III: DIEU KIEN TIEN QUYET DE QUAN TRI BAN HANG THANH CONG

I Hieu biet ve khach hang

Mpt trong nhung van de can thiét doi voi nha kinh doanh la lam the nao lapdupe mot ho so ve kh:ich hang cua minh Tu do co the hieu ky nam chac kh:ich hang,

co nhu vay thi bat cu khi nao khach hang can, nh:i kinh doanh cling co the d:ip ungnhu cau cua hp Nguc i b:in hang cang hiéu ro ve kh:ich hang thi cang de bén sanpham Cac nhan vién ban hang can phai du‹ic c:ie nha quiin IQ ctia cite doanh nghi(phuan luyen ve cach thu thap, sap xép va sit dqng cite thong tin ve khach hang

Ngoiii ra, can ph:ii x:ic dinh duoc khach hang ciia cfing ty la at?

La nhiing ngucii quan trpng quyét dinh su ton tai cua cfing ty va nguc›i ban hang

La nhfrng ngucii khfing bao gici phu thuoc vao ban ma ngirpc lai ban phu thuoc vao

hp La nhiing ngucii ma khong bao gici coi ban nhu doi tupng de ban lira gat

La ngucii chia se véii ban niem vui, su hai long va loi nhua)n

Dong cc mua hang theo cann xuc: dong cci nay thuéng xuat phat tit tr:ii tim h‹

n c:ii dau khach hang co dong cc mua hang theo cain xuc thucing quan tain tcii long

tp hao vé quyen s‹i huu, su lang man hay uoc muon duoc cam thay minh quantrpng Dong cc nay thuéng tiic dong mang den nam hon la nu, gioi tré hon la nguoi

dtrng

Dong cci bat chucic: co mot so kh:ich hang co tinh bat chucic, hp thuéng kinhtrpng, nguong mo ho(ac tha(m chi ghen ty Loai khach hang nay thuéing la nhungngucii thiéu tir tin, thiéu oc s:ing tao, khfing doc lap

Dong cci mua hang do luc lucing xa hoi: day la dong c‹i thtic day kh:ich hangmua do anh huéng ciia gia dinh, doan the, giai cap xa hoi

II Hiéu biét ve cling ty

GVHD: Th.S Nguyen Thi Cam Huyen

Nhan vién ban hang la daumoi lien lac voi kh:ich hang Hinhanh ciia cong ty trong tain tri khachhang duoc hinh thanh hoan toan la

do moi quan h( voi nguc i biinhang Vi v(ay ma ngu‹ii biin hangcan phai co su hiéu biét ve cong ty

cu the:

Thong tin ve siin pham hoacdich vu ciia cfing ty, chinh s:ichciia cfing ty, c:ic the thuc b:in hang

va cac chuong trinh huan luy(nnhan vién, c‹i cau to chuc ciia cong

ty bao gom: to chuc nhan vién, tochuc phong ban, c:ic su ho trci b:inhang, c:ie dich vu ho trci san pham

Ngoai ra, de hiéu biét vecfing ty thi nguoi nhan vién banhang con cé› the dpc c:ic bai baoviét ve ciic van de lien quan dencfing ty va c:ic doi thii canh tranh,tham quan nha in:iy s:in xuat.Nguoi b:in hang néu hieu ro vecong ty minh thi se tao duoc antupng manh mC tcii khach hangkhi tra lcii cau hoi cua hp lien quanden cong ty Yéu to nay ciing giupnhan vién trong vi(c khang dinhlong tu tin ciia minh khi giao d|chvcii khach hang

III Hieu biét vé san phfim

San pham ngay nay vo cungphuc tap va da dang, vi vay mangu‹ii mua rat kho quyét di|nh muahang néu nhu khong co su tro gitipnhan vién b:in hang cé› kien thuc.Chinh vi the ma ngucii ban co vai

tro quan trpng

trong vi(c cung

cap thong tin ve

& Cach sit

dung san pham,

cac chi tiéu

co kien thuc ve san

pham thong qua

cac nguon thong

tin cu the Néu

ngu‹ii biin hang

hiéu biét ve san

pham tot thi hp se

dap ung duqc

dung nhu cau ciia

kh:ich hang, ciing

co va tang cuéng

long tu tin cho

chinh ban than

minh, de dang kich

thich dpng c‹i mua

hang cua khach

hang va cé› the tr:i

l‹ii ducic nhung

lcii phan doi phan nan tu’ khachhang

IV Hiéu biét vé diii thfi canh tranh

To chuc Festival ca phé Buon

Me Thuot la mot chti truong dung dan nham

khang di|nh vi tri m(at hang nong san quan trpng nay ciia Vi(t Nam va ciing nham gioi

Lua/ n vén tot nghiqp GVHD: Th.S Nguyen Th| Cam Huyen

ngoai nucic se co dip hiéu ro nhiéu hon ve mat hang nay va cung la cci hoi de nucic ngoai nghién cuu chfi truong dau tu vao nganh ca phé nuoc ta

Né›i la Festival ca phé Buon Me Thuot nhung khfing ph:ii chi la ctia thuonghi(u ca phé Bufin Me Thuot ma phai noi dung la Festival chung cho ca phé Viet Nam.Con ca phé Buon Me Thuot c day la chi mang tinh dat di(n ma thoi

Thi tru‹ing cafe Vi(t Nam canh tranh in nhat cao the noi do la Tp.HCM.Tuy Daklak la not noi tiéng ve cafe tar Vi(t Nam va cé› gan 200 cfing ty kinh doanh vecafe tai trong nuc c va xuat khau Trong do co the ké 2 cfing ty hang dau tai Daklak coTrung Nguyen va Trfic Tann Cé› rat nhiéu cong ty cafe tai Buon Ma Thuoc tinhDaklak kinh doanh tai thi tracing Tp HCM va c:ic thanh pho lén kh:ic nhu Da Lat,

Da Nang, Ha Noi, Can Th‹i Chinh vi the tai Tp HCM la thi truéng canh tranhquyét li(t san pham cafe bot va cafe hoa tan

Tuy nhién cafe Trung Nguyen la thuong hi(u noi tiéng nhat trong va ngoainuoc Dii da tu’ng uong s:in pham cafe Trung Nguyen hay chua nhung chac chan motdieu la se nghe va biét den thuong hi(u Trung Nguyen Va)y co the d:inh gia s‹i bothi phan va gia ti thuong hi(u ciia Trung Nguyen la manh nhat c thoi diém hien tar.Ngoai ra ‹i thi truérig cafe TP con cé› cac thuong hi(u kh:ie nhu Highland, Homeland,Ngpc Phung (Brown), Nam Nguyen .va cac thuong hi(u cafe cci sci nhu Dai HoangPhat, Tien Dat, Hong Phat Sirc canh tranh cac thuong hi(u c‹i sc› rat manh khfingthua kém cac cfing ty lén nhci co lpi the uy tin lau nam va chit lupng cafe tot

Su canh tranh se khuyén khich cong ty ph:it trién san pham mcii hon, chatlupng tot hon, dem lai lot ich hon cho nguc i tiéu dirng De hiéu biét doi thu canhtranh nhan vién can phai biét:

& Nhung cong ty nao dang biin san pham tucing tu

& Cac lpi the ciia s:in pham canh tranh

B Cac diém yéu ctia san pham canh tranh

& Kh:ich hang ciia doi thu canh tranh la ai

GVHD: Th.S Nguyen Th| Cam Huyen

Nhu vay, dua trén su nghién ctiu va h( thong lai kien thtrc ly thuyét ve nghi(p

vu va quan tr] b:in hang, pham vi vai tro chuc nang ctia mot ngu‹ii bin hang va c:icbi(n phiip marketing — mix nham ho trp hoat dong b:in hang, da tao cc sci ly luanlam nén tang cho ngucii viét di sau vao thuc Ie de phan tich qua trinh cua cong tacquiin tri ban hang tai CONG TY TNHH SX TM TRUC TAM

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