Lập kế hoạch kinh doanh xuất khẩu gạo cho công ty cổ phần du lịch an giang giai đoạn 2013 2014

PHM TRUNG TUAN KHOA LUAN TOT NGHIEP LAP KE HOACH KINH DOANH XUAT KHAU GAO CHO CONG TY CO PHAN DU LICH AN GIANG GIAIDOAN 2013 - 2014... An Giang la tinh thuoc dong bang sdng Cto Long cd t

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Chuyen nganh: Quan Tri Kinh Doanh

Sinh vien thvc hien: DUONG MESH CHIEN L^p: DH10QT MSSV: DQT093284 Ngutri hir^ng din: Ths PHM TRUNG TUAN

KHOA LUAN TOT NGHIEP

LAP KE HOACH KINH DOANH XUAT

KHAU GAO CHO CONG TY CO PHAN DU

LICH AN GIANG GIAIDOAN 2013 - 2014

Khoa luan dupe b&o vp tai Hpi dong cham bao vp luan v3nKhoa Kinh te - Quan tri Kinh doanh, thiing 5 nam 2013

Ngudi cham nhan xdt 2:

(Hp ten, hpc hta, hpc vj va chu: ky)

Ngudi chlm nhln xdt 1:

(Hp ten, hoc ham, hQC vi va chfi ky)

Ngudi hudng din: Ths Ph^m Trung Tuan

c6ng trinh Dtrgfc hoAn thanh t^i

KHOA KINH TE - QUAN TRIKINH DOANH

B^IHQCANGIANG

An Giang, ngiy 25 thing 5 nam 2013

Duong Minh Chiln

CAM ON

Tdi vo cung may min khi dupe budc chin vio giing dudng daihQc vi trii qua quang ddi sinh vidn vdi nhttng vui buln vi thttthach Dli vdi tdi thtt thich ldn nhat ctta sinh vidn li hoin thinhkhda luan t6t nghidp, no danh dau budc ngoac kit thuc quiing ddisinh vidn vi md ra ch^ng dudng mdi Trong 4 nam hoc t^p is trudngDai hoc An Giang toi da duqc cac thay co trang bi cho nhttng ki^nthuc, k^ nang giiip toi tu tin budc vao ddi Dat du^e ket quti nhung^y hdm nay ngoai no lqc ciia b4n than toi la sir giiip da ctta ratnhilu ngudi, toi xin gtti ldi c^m an chin thinh den ho

Xin gtti ldi cim an chin thinh den thay co Khoa Kinh te - Quintri Kinh doanh da trang bi cho t6i nhftng kiln thttc cln thilt cttanganh kinh tl dl phpc vp trong vi|c di lam Dpc bi|t, toi xin gtti ldicim an din Ths Pham Trung Tuan ngudi da hudng din va giup ddtoi rat nhilu, de toi hoin thinh tot khoa luin tit nghilp Kinh chttccic thly co doi dio sttc khde vi clng hiln hit mlnh cho sp nghiep

giao due.

Vi tli cung xin gtti ldi cim an siu sic din can bp quin ly Cong

ty Co phan Du lich An Giang, anh chi trong phdng kinh doanh datpn tlnh tao dieu kiin cho toi tilp can vdi doanh nghiep, hudng dantoi hoin thinh tot khoa luan Kinh chuc anh chi doi dio sttc khde vicdng ty lim an phat dat

Ben cpnh do toi gtti ldi cim an din tat ci nhttng ngudi ban dagiup dd toi, ludn ben canh tdi dl tdi hoin thinh tit khda luan Chuccic ban manh khde vi thinh cdng horn ntta trdn dudng ddi

Culi cung tdi xin gtti ldi bilt an din me ngudi da mang tdi dinthe gidi niy, cho tdi cupc sing am no, cho tdi hpc tap vi ludn dditheo tdi trdn budc dudng ddi Tdi xin kinh chuc me dli dio sttckhde vi sing mai vdi tdi

An Giang la tinh (long bang vbi dien tich ddt phu sa mau md, song ngdi chdngchit, khi hail thupn lpi cho pMt trien cay Ida Trong cac nam qua tinh ta lien tac Mi thu,

nang suat lua khdng ngimg n^ng cao va tror thanh tinh s^n xuat lua Ion nMt cd nude, too

nguon nguyen lieu ddi ddo cho cac doanh nghipp xuat kMu Xuat khdu gao la hoat ddnggiao thuong qudc td, mang lpi nhieu lpi nhupn cho doanh nghidp trong nganh Tan dpngdupe the manh cila tinh nen cac doanh nghidp xuat khau khdng ngdng pMt tridn vd lornmanh trong do co Cong ty C6 pMn Du lich An Giang

Tuy nhien, trong thai gian gan day hoat dpng xuat kMu g^o gap nhidu khd khankhi pMi canh tranh vdri cac ddi thu ldn nhu TMi Lan, An Do va Pakistan Ben canh dothuang mai gao toan cau sut gidm trong khi nguon cung doi ddo va gia gidm D6i vdriCong ty Cd phan Du lich An Giang cung khdng trdnh khdi nhung bien dpng do, de cothe ton toi trong moi trubng bign dOng do thl mpt b&n ke hoach kinh doanh Id can thietcho cong ty co the budc nhung budc di vdng chde

Be tdi ldp k^ hoach kinh doanh dupe thpc hipn qua hai budrc: nghien ciiu so bp vanghidn ciiu chinh thiic Trong d6 (1) Nghidn cdu so bp tone hpp ede du H6u tir bdo caoket qua ho^t dpng kinh doanh cua cdng ty, nien giam thong kd, cac du bdo ve thpc

Pang, tri^n vpng cda ngdnh so lupc da lipu moi truong vi m6, vT mo va n(h bp cila

cdng ty ket hpp vdi phdng vdn nhan vidn phdng kinh doanh va quan sdt hoat ddng cdacdng ty nhdm tim hieu so bp ve vdn de can nghidn ciiu, (2) Nghidn cdu chinh thuc tieptpc thu tMp da Mu thu cap kt hpp phdng vsin chuyen sau cdn bp quan ly, nhan vien vdkhdeh hang de ti^n hdnh hoach dinh chien lupc Mnh doanh cho cdng ty Trong phanhoach dinh bao gom cac phdn sau:

Hoach dinh ke hoach kinh doanh t6ng quat: sd dpng Ludi " Sp nhay cdm ve gia/Muc quan tarn sp khac biet" de chpn ra chi^ lupc phu hpp cho cdng ty doi vdi phdn

khuc gao cap thap vd gao cdp cao.

Hoach dinh k^ hoach kinh doanh cp the: sir dung ma P|n SWOT de dua ra chi^nlupc phu hpp vdi cdng ty

K^ hoach kinh doanh bd phn:

>Ke hoach ti^p thi: ca cdu gao theo chung loai tuong tp vdi nam 2012, tuynhidn ca cau theo sdn lupng co sp thay d^i, gao cao cap tang; k^ hoachgia nam 2013 tuong tp gia trung blnh trong nam 2012 nam 2014 tang 3%

so vdi 2013; K6 hoach kdnh phan phoi tang hpp dong true tiep vd gidmhpp d6ng uy thac; ke hoach chieu thi

>Ke hoach sdn xuat: hoach dinh chi phi can thiet cho sdn xuat gom cd chiphi nguyen vdt lieu, chi phi nhan cdng true tiep, chi phi sdn xudt chung,chi phi xay dpng vung nguyen lieu

>Ke hoach nhan sp: Pong nam 2013 cdng ty dp kien tuyen thdm 2 nhanvien kinh doanh va 3 nhan vien ky thuat canh tac, tong chi phi luong cho

bp phdn xuat kMu gao Id 12.548 trieu dong, chi phi thudmg cho nhan

vidn 65 trieu dong.

>Ke hoach tdi chinh: Ke hoach ndm 2013 dp kien tong doanh thu cua cdng

ty Id 1.071.950.510 ngdn ddng, tong chi phi 1.051.100.595 ngdn dong valpi nhudn trudrc thud cua cdng ty la 20.849.951 ngdn ddng Ke hoach nam

2014 dp kien tong doanh thu cda cdng ty la 1.081.742.355 ngdn ddng,

tong chi phi 1.142.294.890 ngan (long vd lcri nhuan trudrc thu cua cong

ty la 30.124.269 ngdn d6ng

M0t phdn cu6i cung khdng the thieu cila mpt bdn k hoach l^ hoach dinh rui ro.Rui ro ma cong ty co the gap pMi la rhi ro v^ gia va nii ro tin thing Rili ro ve gia gomc6 gia mua nguygn li$u tang \k gia g^o xuat khau thay doi Riii ro tin dung do su tSnggi^m ciia ty gia lam cho lpi nhurin ciia cong ty gi^m theo Mpt so bien phap kh^c phucrhi ro g6m co: lvra chpn thai gian va dia diem mua nguyen lipu voi gid r^ nhat c6 the,thdn trpng trong ky k^t hpp dong

Danh 111^c bringi

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Chuong 1 M& dau11.1Ly do chpn de tai11.2MpctiSu nghien cuu21.3Phamvinghi6ncuu21.4Phucmgphap nghien cuu3

1.5Ket qu mong muon va y nghla thuc tien ciia nghien ciiu3

1.6Kit cau Mi nghiSii c^u4Chirong 2 Cd s^^ Iy thuyet va mo hinh nghien ciru52.1Khii ni^m ke hoach kinh doanh va ke ho^ch bd ph|n52.1.1Khainipmk^hoachkinhdoanh52.1.2Keho?ichtiepthi5

2.1.2.1Muctieutiepthi5 2.1.2.2Chien lucre tiepthi5 2.1.3Kehoichsanxuat5 2.1.4Kehoachnhansp5 2.1.5Kehoachtaichlnh5

2.2Phan tich moi tnrorng ho^t d$ng62.2.1 Moi trucmg npi b$ doanh nghi^p62.2.1.1 Cac hopt d6ng chii y^u62.2.1.2Cdcho?itdpnghtrp72.2.2 M6i truong tdc nghiep9

2.2.2.1Doi thu canh tranh9 2.2.2.2KMch hang10 2.2.2.3Nha cung cap10 2.2.2.4Doi thu canh tranh tiem an11

2.2.2.5Sdnphamthay the11

2.2.3 Moi trucmg vT mo11

2.3Cac cong cu xay dung phuong an va l^a chpn chien lupc kinh deanh112.3.1 Cdccongcu thu thap thong tin choke ho^ch kinh doanh112.3.1.1Ma trin danh gia npi bp12

2.3.1.2Ma tr^n danh gia cac yeu to ben ngoai12

2.3.1.3 Ma tranhlnh^nhcanhtranh13

2.3.2COng cu hoach dinh chien lupc tong quat132.3.3COng cu hoach dinh chin luqc kinh doanh cu thl152.4Phan tich nii ro 162.4.1Dinh nghla nii ro16

2.4.2Phan loai nii ro16 2.4.3Phuomg phap han che nii ro16

2.5Mo hinh nghien curu17Chinrng 3 Gidi thi^u chung ve cOng ty co phan du lich An Giang193.1Gidi thieu tong quan ve cong ty193.1.1 Gidithi^u so luqc ve cong ty193.1.2I4chsdhinhthanh19

3.1.3Thanh tuu v^ mqc tieu cua cong ty20

3.1.4Djnh hudng phat trien ITnh vqc xuat khau gao 2013 - 2014203.1.5Sod6tochuc213.2Gidi thieu tong quan ve Hnh vqc gao23

3.2.1Co cau s^n pham gao cua cdng ty23

3.2.2Co ciu thi trudng xu^t khau gao ciia cdng ty253.2.3Kenh phan phoi xuat kh^ugttociia cong ty263.2.4Tinh hinh hoatdqng xuat khau gao27Chuoug 4 Phuong phap nghien cihi28

4 IThietke nghien curu284.1.1Tien dO nghien cdu284.1.2Quitrinh nghien curu294.2Ngu6n du lieu va phuong phap thu th^p dft lieu304.2.1Duliquthd cap304.2.2Dftlieu so cap304.3Phuqng ph^p thu th^lp dft liqu314.3.1Dfi lieu thur cap31

4.3.2Du liqu so cap32

4.4Phuomg phap ph&itich da liOu324.4.1Phan tichdjnh tinh324.4.2Phan tich din luqng324.5Tien dp nghien cuu33Chuwng 5 Ph3n tich m6i trudng kinh doanh345.1 PhSn tich 4nh hudng ciiamoi trudng vTmO34

5.1.1Anh hudng yeu t6 kinh te345.1.2Anh hudng yu t6 tu nhien355.1.3Anh hudng yu t6 chinh tri - phap luat36

5.1.4Anh hudng cua yhx to khoa hoc - cong ngho37 5.1.5Anh hudng cua yeu t6 van hda-xahpi37

5.1.6Matr^ndanhgiacacyeut6benngoai385.2Phan tichmditrufrng tic nghiep39

5.2.1Tong quan ve nganh xuat khau gao39

5.2.2Kh^ch hang 405.2.3Phan tich doi thti canh tranh425.2.3.1Cdc doi thti c^nh tranh nude ngoai42

5.2.3.2Cdcdoithuctinhtranhtrong nude44

5.2.4Boi thu tiem ka49

5.2.5Nta cung cap50

5.2.6S&nphSmthay the505.3Phan tich hoat d6ng kinh doanh cua An Giang Tourimex51

5.3.1Yeu to san xuat51

5.3.2Qu^n ly chdt luong52

5.3.3Qu^n tri nguon nhan lye53

5.3.4Yut6 marketing va ban hang54

5.3.5Taichinh-ktoan55

5.3.6Ma trdn danh gi^ nOi bO58Chinmg 6 Hoach dinh ke hoach kinh doanh cho An Giang Tourimex596.1Xayd\mgchienluocphattrien596.2Hoach dinh ke hoach kinh doanh tong qudt596.3Ke hoach cac bo phan va giM phap th^c hi?n636.3.1Ke ho^ch tiep thj va ban hang63

6.3.1.1Ke hoach sAnpham63 6.3.1.2Ke hoach gia63

6.3.1.3K^ hooch k6nh phan phoi646.3.1.4Ke hoach chieuthj656.3.2K^ hoach vgn hanh - sn xult66

6.3.2.1Kehotichs^n xuat66

6.3.2.2Xay dtmg vung nguySn li?u70

6.3.3Ke ho^ch nhdn sy.71

6.3.3.1K hoach tuy^n dung71

6.3.3.2 Kehoachluomgthudng7

6.3.4 KShoachtaichinh736.3Qu^ntriruiro75

Bdng2.1Cdcchis6taichinh 8Bdng 2.2 Ma trdn ddnh gid cdc yeu t6 bdn trong12B^ng 2.3 Ma train ddnh gid cdc yeu t6 b^n ngoai13Bang2.4Matranhlnhanhcanhtranh14BAng 2.5 Ma tran SWOT 15Bdng 4.1 Tien dOnghien cum 28BAng 4.2 Dft lieu thu cap c^nthuthap31BAng 4.3 DO: lieu sor cap can thuthap32BAng 4.4 Tien d6 thvrc hien33Bdng 5.1 Bdngty gid VND/USDndm 2008-201334Bdng 5.2 Lai xuat vay von tin diing xuat khau34BAng 5.3 Lam phdt 2011- 2012 vadubdo35BAng 5.4 Ma tran ddnh gid cac yeu t6 ben ngoai ciia Cong ty Co phan Du lich AnGiang38Bang 5.5 SAn luemg vd kirn ngach xu^t kh^u cua Viet Nam trong 2009 - 2012 va d^r bdo

201339

Bdng 5.6 Ma tran hinh anh canh tranh cua Cong ty Co phan Du lich An Giang47BAng 5.7 Cong sudt sAn xuat toi da vd ndng lire kho chiia51BAng 5.8 Khd ndng kiem soAt vung nguyOn liOu52Bdng 5.9 Qudn ly chat lugmg sdn pham cda cac cOng ty53Bdng 5.10 Co cau nhan viSn theo trinh dO lao dOng53BAng 5.11 Gia gao xuat khau cong ty giai doan 2010 - 201254Bdng 5.12 Chi s6 tai chinh cua cac cong ^^ nam 2011 - 201256Bdng 5.13 Ma trdn danh gid npi bp cua Cong ty Co p^n Du lich An Giang58Bdng 6.1 Mpc tieu ve sdn hrpng, kim ngach vd lpi nhuan59Bdng 6.2 Ma trdn SWOT 61Bdng 6.3 K^ hoach ca du sdn lupmg xuat kh^u g^o theo ke hoach 201363Bdng 6.4 Bien dp gid gao xuit khau theo chung loai 201364Bdng 6.5 Ke hoach gid gao xuat kh^u nam 201364BAng 6.6 K hoach kenh phan phoi 201365BAng 6.7 Chi phi bdn hang 66Bdng 6.8 Gid gao ke hoach cda c6ng ty nam 201366

danhm^cbAng

Bang 6.9 Sin luong va k hoach kim ngach xuat khdu 2013 va 201467Bang 6.10 Chi phi nhu cau nguydn li$u chinh nam 201368Bang 6.11 Chi phi nhu cau nguySn li$u chinh nam 201468Bang6.12Chiphinhanc6ngtractiep69Bang6.13Chiphisanxuatchung69Bang6.14Di^ntichvungnguyenlieu70Bang 6.15 Du tru kinh phi xay dung vung nguySn liSu70Bang 6.16 Tong chi phi san xuat71Bang 6.17 Nhu c^utuyln dung72Bang 6.18 K.& hoach luong thudng cho nhan vign72Bang 6.19 Mute khen thuong cho cac danh hieu thi dua73Bang 6.20 Doanh thu ke hoach cua linh vuc xu^t khdu guo73Bang 6.21 Chi tiet vay ngan hang73Bang 6.22 Tong chi phi du kin cho ede hoat dpng73Bdng 6.23 Du kin ket qua hoat dpng n^m 2013 - 201474

Hlnh2.1 Chuoi gia tri ciia doanh nghiep 6Hinh 2.2 M6 hlnh 5 tdc lqc cua Michael E Porter9Hinh 2.3 Cdc noi dung can phan tich ve doi thil canh tranh10Hinh 2.4 Ludi "Su nh^y cam ve gia/Muc quan tam den sir khac biet14Hinh 2.5 Mo hlnh nghiencuru17Hinh 3.1 Logo cila cong ty c6 phan Du lich An Giang19Hinh 3.2 So do to chuc cua Cong ty co phan du lich An Giang21Hinh 3.3 Co cau sta hrpng gao xuat khau theo chiing loai 2010 - 201223Hlnh 3.4 Co cau thi truong xult khau gao dip thdp 2010 - 201224Hinh 3.5 Co cau thitmdng xuat khau gao cap cao 2010-201225Hinh 3.6 Co ciu thi tnrdng xuat khducioa cong ty25Hinh 3.7 K6nh ph^n phoi26Hinh 3.8 Co cau kenh phan ph6i gao26Hinh 3.9 Kim ngach v^ sdn hiqng xu^t khau gao27Hinh 4.1 Mo hinh quy trinh nghien cihi29Hinh 5.1 Co cau thi tnrdng xuat khau gao Viet Nam 201240Hinh 6.1 Ludi "S^ nhay c^m ve gi^/Miic dp quan tdm d^n sq khac biet" gao thap 59

Hinh 6.2 Ludi "S\r nhay cam v^ gia/Muc d$ quan tam den sir khac biet" gao cao 60

DANHM^CHEVH

VFA: Hiep hOi luong thuc Viet Nam.

USDA: BO Nong nghiOp Hoa Ky

LC: Letter of Credit (thanh toan tin dung tint)

CEF: Cost, Insurance and Freight (gia thanh, b&o hiem va cudc)

DANH MyC Tf VB6T TAT

'Khong tdc gid Ngdy 27/12/2012 Xuat khau gao 2013: Dp K^ s^ ddi di$n nhieu khd khdn Dqc tr: http://cafef.vn/nong-thuy-san/xuat-khau-gao-2013-du-kien-se-doi-dien-nhieu-kho-khan-

20121227105652625ca52.chn Dpc ngay 3/1/2013.

2Vietnam.net Ngay 09//01/2012 Xuat khau gao Viet Nam trong the canh tranh Dpc tit: http://www.vietnam.vn/cl085n20130109110110917/xuat-khau-gao-cua-viet-nam-trong-the-canh-tranh- gav-gat.htm Dpc ngay 09/1/2013.

3Kh6ng t^e gid Ngdy 17/01/2013 Vu dong xuSn 2012 - 2013 mua tarn trfl 1 trieu tan gao Dpc tit: http://baogialai.com.vn/channel/722/201301/Vu-dong-Xuan-2012-2013-mua-tam-tm-toi-da-l-trieu-tan- gao-2213591/ Dpc ngay: 17/01/2013

SVTH: Duong Minh ChienTrang 1

I4p ke hoach kinh doanh xafa khau gao cho Cong ty CP Du lich An Giang

Chinmgl.MdDAU1.1 Ly do chgn de tdi

Viet Nam 1^ quoc gia nlm trong khu vpc nhi$t ddi thuan lpi cho viec trong cdyIda, sdrm tan dung dnerc ca hdi d6 Vidt Nam da chd trpng phdt trien Ndng nghiep trdngIda vd dua nude ta trd thanh quoc gia xu^t khau gao dtag thd hai the gidi trong nhitonam lin Sdn luqrng xuat khau cua Viet Nam tang dan qua ede nam (ndm 2010 dat 6,7trieu ttin, ndm 2011 dat sdn lupng 7,1 trieu tdn, nam 2012 dat moc ky Ipc 8,02 tri^^i tin)

vd xu hudmg trong thdi gian tai sdn lupng gao cung tog cila Viet Nam vln tiep toe tang

len.

Tuy nhien, theo du bdo Hidp hoi Luang thuc Viet Nam (VFA) tinh hlnh xuat khaugao trong nam 2013 se gap nhieu khd khan khi sdn lupng cung tog tren thi giai tangmanh Dien hinh la Thai Lan du^c xem la moi quan tdm lto tren thi trutog lua gao cuath^ gidi Hien tai lugmg ton kho cua nude ndy la khd lto (hom 12 trieu tan)1 vd duacxem nhu Id "qud bom no cham" bdi Thai Lan cd thi ban phd gia de gidi quyit tin kho

vd gidnh lai vi tri so 1 ve xuat khau gao Ben canh dd An Bo du kiin sS duac mua trongnam nay vd tiep tuc xuat khau mpt luprng lto gao gia thap, trong khi du bdo ciia BqNdng nghiep Hoa Ky (USDA) cho thay, thuong mai todn ciu sut gidm 6,22% trong namnay2 Trade tinh hlnh nhu cau yiu trong khi nguin cung tdng manh lam cho cupc chiintranh gidnh thi tratag trd ndn cang th^ng vd gay gat horn giOa cac quic gia xuat khau

lto.

Tinh hlnh trong nude, do lu ndm 2012 nit sdm nen ndng ddn cac tinh dong bangsong CO Long tranh thii xuing giong sdm vd du kien se bpi thu vdo thang 2 thdng 3ldm cho sdn lupng Ida gao tang ISn trong khi cac khdeh hdng lto nhu Indonesia vdPhilippines tien tori ngtog nhap khau trong nam 2013, chi con lai Trung Quoc la thitratog duy nhit thuc day xuat khiu Trade tinh hinh nguin cung ddi ddo budc chlnhphd mua tarn tru 1 tri^u tan gao3, con cac doanh nghiep kinh doanh trong Knh vuc xuatkhiu gao rdo riet tim ki^m thi tratog vd chdo bdn vdi gid rit thip ldm cho cuOc chien vigid trd ndn khic liet hom gifta cac d6i thd trong ngdnh

An Giang la tinh thuoc dong bang sdng Cto Long cd truyen thong tring Ida lauddi, la nguin cung Ida gao lto nhat cd nude (trdn 3 Uieu tan) ndn tinh da sdm hinhthanh nhieu cdng ty kinh doanh xuat khau gao trong do cd Cong ty Co phan Du lich An

Giang.

Cdng ty C6 phdn Du lich An Giang dupe dupe thdnh lap 1978 vd dupe cd phanhoa ndm 2005 la mot trong nhtog cdng ty lSu ddi vd cd nhieu kinh nghiem trong kinhdoanh xuat khau ndng sdn Cdng ty da tan dung dupe nguon cung Ida gao doi ddo trong

SVTH: Duong Minh Chiin' Trang 2

tinh di phat triin vd trd thanh cong ty xuat kh3u gao ton manh Tuy nhiSn, cong ty vankh6ng trdnh kh6i nhftng bien dpng khong ngimg cfta thi trubng M?n tai nhu: luang cungIlia gpo tren the gioi tang, gid gidm, hop ding xuit khiu tip trung gidm va doanh nghifp

tu chft dpng tim kiem hop ding thuong mai Ben canh do cong ty phdi chiu dp lire turNghj dinh 109 ciia chlnh phft va svr canh tranh khftc liet trong n$i bd nganh

Trudc sp bien ddng khong ngirng ciia thi trubng va c^nh tranh gay g^t trongnganh thi vide kinh doanh dvra tren duong loi va chi^n tope cu da khong con phii hopvdi s\r thay doi ciia Men t^i Vi vviy, mpt b^n ke hoach kinh doanh mdi cho cong ty dec6 the tSn dvmg nhfing co hoi ciia tM tnrong mang lai, kh^c phpc duoc nhftng kho khanM$n tai va tim ra huong di m^ cho cong ty trong thai gian sip toi la can ttoit B6 la ly

do toi chpn d^ t^^i: "L$p ke ho^ch kinh doanh xuat khdu gtfo cho Cdng ty Cdphdn

Du Ifch An Giang giai do(in 2013 -2014"

1.2.Muc tieu chung v^ muc tieu cu thi

Myc tieu chung: Lap ki hoach kinh doanh xuit khau gao cho Cong ty Co phan Dulich An Giang giai doan 2013 - 2014

Muc tieu cu the:

ilt PMn tich m6i tnrcmg kinh doanh di xac dinh co hoi va de dpa cho nganh kinhdoanh gao noi chung va Cong ty C6 phan Du lich An Giang noi rieng

vk Phan tich m6i truong ben trong xac dinh diem manh va diim yiu cua Cong ty

Ci phan Du lich An Giang

^ Kit hop ph^n tich moi tnrbng bSn trong, ben ngoai hoach dinh ki hoach kinhdoanh cu thi cho cdng ty trong giai do^n 2013 - 2014

1.3.Pham vi nghien cihi

^^t Pham vi hoat dpng: Cong ty Ci phin Du lich An Giang hoat dpng trong nMiunganh nghi, co thi chia thanh 2 linh wrc cMnh: Hnh wrc thuong mai va linh wrc

du lich Do gidri han vi thfri gian va nguon lpc nSn de tai cM t^p trung ngMen

ciiu hoat dpng xuat khau gao cua Hnh vuc ttorong max khdng ngMen cvm cac

ho^t dpng khac ciia Hnh vuc nay nhu: chi biin, xuat khau thiiy sftn v^ Hnh vuc

du lich.

^t Doi thu c^nh tranh: di de dang trong vic thu thap so lifu de tai ngMen cirukhong chpn ede doi thft Id quic gia nude ngodi: nhu An Dp, Thdi Lan ma chichpn cac doi thii trong tinh va cac tinh ldn can Cp thi, dii thft trong tinh coCong ty Co phan Xuit nhvip khau An Giang (Angimex) co nMiu kinh ngMpmtrong nganh, cong ty Nong sdn Thpc pham An Giang (Afiex) va doi thft ngoaitinh la cong ty co phin Gentraco Can Tha

4> Thdi gian ngMen curu: thdng 12/2012 din thdng 05/2013

cfe Doi topng ngMen ciru: ki hoach kinh doanh xuat khau gpo cho Cong ty Co phan

Du lich An Giang giai dopn 2013 - 2014

Lap ke hoach kinh doanh xuat khdu gao cho C6ng ty CP Du lich An Giang

SVTH: Duong Minh ChilnTrang 3

Lap ke hoach kinh doanh xuat khdu gpo cho C6ng ty CP Du lich An Giang

1.4.Phirong phdp nghien cihi

Bdi nghidn cftu dupe tiln hdnh thong qua hai budc: Nghidn cftu so bp vd nghien

cuu chinh thftc.

Nghien cihi so' by:

•Nghidn cftu tpi ban: ting h^p ede dft lieu tft bdo cdo kit qud hoat dpng kinhdoanh ciia cbng ty, nien gidm thong ke, ede dp bdo vl thpc trang, triln vpng ciia

ngdnh so lupc du lieu m6i trubng vi mo, vl mo va npi bp ciia cong ty.

•Phdng vln nhto vidn phdng kinh doanh tlm hilu vl luong, thubng, chl dp ddotoo va thang tiln trong cdng vide

•Phdng van khach hang thu th^p thong tin so bO v^ chat hrpmg, gia cd, hinh thiic

thanh toan cua sdn phim.

Nghien cihi chinh thiic: dpa trdn ket qud phan tich cda nghien ciiu so bO, phdn tichmdi trubng hoat dpng ket hpp vbi phdng van chuyen sau cdn bp qudn ly cua cdng ty.Tac gid tien hanh heach dinh chien lupc tong qudt, chien lupc cu the va ke ho^ch chi tietcho timg bp phan cua cdng ty trong tuong lai

1.5.Ket qua mong muon va y nghia thuc tien cua de tai.

Ket qud mong muon la xay dpng mpt bdn ke hoach kinh doanh cho Cdng ty C6ph^n Du lich An Giang: xdy dung mpc tieu phdt triln trong tuong lai, hopch dinh kehoach ting qudt, ke hoach cp thl cho cdng ty va timg bp phan Tb dd, giiip cdng ty Ipachpn gidi phdp thpc hidn tot nhat

Xay dpng ke hoach kinh doanh cho Cdng ty Cl ph^n Du lich An Giang la mot detai mang tinh thpc te, cd the la mdt tai Upu tham khdo cho cdng ty, cung cap nhungthdngtinboich, cpthl:

4i Vide phSn tich mdi trubng ben ngodi xdc dinh nhftng co hdi va de dpa chinh dnhhubng den cdng ty, giiip cdng ty t$n dung dupe hidu qn^ cac co hpi ma mditrubng ben ngodi mang lai ding thbi trdnh nhflng nguy co hoac tan dpng ede cphdi va dilm manh ciia cdng ty biln nhftng nguy cp thanh cp hpi

"it Vide phan tich mdi tnrbng bdn trong giup cdng ty nhln lai nhftng dilm manhminh dang sb hftu yd can phdt huy, nhln nhdn dilm yeu ma cdng ty dang mdcphdi dl tim each khdc phuc

^Kl hopch kinh doanh Id bdn ting kit cac kl hoach tiep thi, kl hoach sdn xult, klhoach nhdn sp, ke hoach tdi chinh giiip cdng ty Ipa chpn phppng an hoat dpngkhach quan, nghidm tiic va toan didn Ngodi ra, ke hoach kinh doanh con la cdng

cp qudn ly trong qua trinh hoat dpng ciia doanh nghiep cdng cu truyln dat thongtin n^i bd (xdc dinh rd mpc tidu can dpt) vd Id can eft ddnh gia kit qud dpt dupeciia cdng ty so vbi mpc tidu cdng ty dd dl ra

SVTH: Duong Minh ChienTrang 4

1.6 Kit cau bai nghien cihi.

Bai nghien cum bao grim 7 chuong:

Chwffng 1 M& dan Chuong n4y bao glm cac phan sau - co sri hinh thanh de tai,m^c ti^^u nghidn criu, pham vi nghi^^n cum, phuong phip nghien cfa v^ y nghia ciia b^i

nghien cum mang lai.

Chwffng 2 Cff sat ly thuyet vh md Hinh nghien cieu - trinh bay c^c khai ni^m Ii6nquan din van de nghien cum va m6 hinh nghien ciiu

Chwffng 3 Gi&i thi^u chung ve Cong ty Co phan Du Ijch An Giang - gift thieuting quan vl c6ng ty co phan du lich An vk lmh v\rc xuat khiu gao ciia cong ty

Chwctng 4 Phwffngphdp nghien ciru - trinh bay ve cac buctc nghien ciiu, da liSu,phuong phap thu thap va each thuc phan tich da lieu

Chwffng 5 Phan tich nidi trwifng kinh doanh - phln tich moi tarring bSn trong,moi tarring tdc nghiSp va ben ngo^ doanh nghi|p 14m co sri hoach dinh ke hoach hongchirong 6

Chwffng 6 Hoach djnh ke hogch kinh doanh xuat khau gao cho Cong ty CSphan Du licit An Giang - kl hoach kinh doanh ting quat, ke hoach kinh doanh cu thev4 ke hoach kinh doanh cho ting bO phn

Chwffng 7Ket lu^^n - dira ra kit luan chung cho b4i nghien cum va neu ra han chl

ciia de tai.

Lap kl hoach kinh doanh xudt khau gao cho Cong ty CP Du lich An Giang

••Phiim Ngpc Thuy va ctg 2002 Ke hoach kinh doah TP Ho Chi Minh: Nxb Dai hgc Quoc gia TP Ho Chi Minh.

SVTH: Duong Minh ChienTrang 5

I4p ke hopch kinh doanh xuit khau gao cho Cong ty CP Du Ijch An Giang

Chuwng 2 CO S6 L^ THUYt VA MO HEVH NGHIEN Cttl

2.1 Khai niem ke hoach kinh doanh vd ke hoach b phan4.

2.1.1Khdi nipm ke hoach kinh doanh

Ke hoach kinh doanh I^ bdn tong hpp cdc n0i dung chiia dvmg trong cdc ke hoach

bp phan bao glm ke hopch tilp thi, kl hoach sdn xu^t, kl hoach nhan sp, ke hopch tdichinh md doanh nghipp dy kien th^c hien trong giai do^n 3-5 ndm

2.1.2Ke hoach tiep thi.

2.1.2.1Muc tieu tiep thi.

Mpc tieu tiep thi Id mpc tieu ma doanh nghi$p dat ra trong thbi ky ke hoach C6hai loai mpc tieu: muc tieu djnh tinh va mpc tiSp dinh lupng

•Mpc tiSu dinh tinh: Thudmg Id cac phat biep ve cdc Knh vpc trpng tam dupenhan manh hodc la cdc trpng thai doanh nghipp mo6n dat den d cooi thbi ky k^

2.1.3Ke hoach sdn xuat.

Ke hoach sdn xu^t neu ra cac c6ng vipc ciln thiet cho vipc sdn xuit, chuyln giaocdc sdn phim/djeh vp vd chpn ngubi thuc hi^n Ke hoach sdn xuat bao gom cdc phan:xdc dinh phuong phap sdn xudt; nguyen vat lieu vd nguon luc; mdy m6c thiet bi; dp

todn chi phi sdn xuat.

2.1.4Ke hoach nhan sp.

N0i dung cua ke hoach nhan sp trlnh bdy t6ng hop cac nguon lpc can tbit de thpehi0n todn bp hoat dpng cua doanh nghipp Ke hopch nhan sp bao gom cac phan: thdnhphan nhan sp chil chot, sp do to chiic, ki hopch xay dpng vd phat tri^n ngu6n nhdn lpc

2.1.5Ke hoach tdi chinh.

Ke hoach tdi chinh dupe thuc hipn blng tong hpp dfi lipu, lupng hoa cdc nguonlpc, lap bdo cdo tdi chinh dp ki^n ve doanh thu, chi phi can thilt dl dat mpc tiSu ke

hoach.

SVTH: Duong Minh Chi^n

!Huynh Phu Thjnh 2009 Tai li^u giang day Chien lupc kinh doanh Tnr^mg Dai hgc An Giang.

Cac hopt dpng chu yeuHinh 2.1 Chuoi gia tri cua doanh nghipp

2.2.1.1 Cac hoat dpng chu yiu

Cic hoat dpng chu yeu li cic hoat dpng mang lai vat chat lien quan true ti^p tdiviec tao, ban, chuyen giao sin pham cho khich hing cung nhu cong tic hiu mii ciia

cdng ty.

1 Hpu can dau vio/ dau ra: D6i vdi cong ty sin xuit vi thuomg mai hau can dauvio bao gom cac hoat dpng ti^p nhin, quin ly, luu kho cic miy mec, thiet binguydn vit lieu che tdi hu can diu ra nhu quin ly bin thinh pham, vin hinhphuong tin phin phoi, quy trinh dit hing vi xii ly don dat hing

Co sd ha ting ciia doanh nghiep

-ja

u

•s

6X

2.2 Phan tich moi truing boat dng.

Phin tich moi trudmg kinh doanh la n^n ting ciia mpt bin ke hoach kinh doanhciln co, thong qua vide phan tich m6i truong kinh doanh nham tao ra mpt danh mqc vdi

so lupng gidi han cac co hpi co th^ dem lai Ipi ich cho cong ty, de dpa ma cong ty nentrinh, diem manh m^ c6ng ty c6 the phat huy vi khic phpc diem yu dang ton tai Cacthong tin can thu thap cho phan tich m6i trudng hoat dpng: tir moi truong bdn ngoiicong ty (mdi trudmg vT mo va moi truong tic nghidp) vi ben trong cong ty (moi truingnpi bp)

2.2.1 Moi trirfrng npi bp doanh nghipp5

Phan tich mdi trubng npi bp nhim xac dinh loi the canh tranh cila deanh nghipp

se vdi doi thd trong nginh, lim co sdt cho hoach dinh chien lupc kinh doanh de phat huyIpi th canh tranh do Lpi th^ canh tranh xuat phit tur nhieu hoat dpng cua doanh nghiep

nhu: thi^t k^, sin xuat, phan phoi, marketing Nham he thong lai cac hoat dpng cua

doanh nghiep trong vide tao ra gia tri gia tang cho khich hing, Michael E.Porter di hinhthinh ndn phuong phap chuoi gia tri vdi hai hoat dpng chinh li: hpat dpng ho trp vihoat dpng chu y^u

Lap ke hoach kinh doanh xulit khau gao cho Cong ty CP Du lich An Giang

SVTH: Duong Minh ChiinTrang 7

Lap ke hoach kinh doanh xuit khiu gao cho Cong ty CP Du lich An Giang

2.V|n hanh: Day la hoat dflng nhdm chuyln yiu t6 dau vao thanh cdc thdnh phimcung cap cho khdch hang nhu: van hanh may moc, thiet bj, bao bi, dong goi, laprdp, bdo dudng thiet bi va kiem tra in in

3.Marketing vd ban hang: bao gom cac hoat dOng lien quan den vipc cung cipphuong tipn de khach hang mua sdn phim hoac thiic day kh^ch hang mua s^n

ph&n: Qu^ng cao, khuyen mai, ban hang, dinh gia, chao gia

2.2.1.2 Cac hoat dng ho tr^

Cac hoat dpng ho trp sg ho trp cho hoat dong chii yeu va ho tror lSn nhau Cac hoatdOng tac d6ng giin tiep den cac s^n ph^m/ dich vu

1.Thu mua:Thu mua gift vai trd h tro cho tat ci cac hoat dOng khac trong chui

gia tri C6 chiic nang thu mua tit ci cac yeu to dau vao dupe sut dung trong

chu5i gid tri nhu: Nguyen vat Ii6u, nhi^n li$u, mdy m6c sdn xuat, thiet bi 2.Phdt triln cflng ngh^: bao gom nhieu hoat dpng liSn quan den ede no lpc cditien sdn pham va cac quy trinh hoat dpng cua doanh nghiep Phdt trien congnghe giu vai tro rat quan trpng vdi lpi the canh tranh trong mpi nganh

3.Quan tri nguon nhan luc: Qudn tri nguin nhan luc co dnh hudng quan trpngden tat ci ede hoat d6ng ctia chudi gid tri vi suy cho cung, con nguoi chinh Idchu thi van hanh doanh nghiSp Qudn tri nguon nhan l\rc gom 3 nh6m hoat dpngchinh: Thu h^t nhan lpc, ddo tao va phdt triin, duy tri nguon luc

4.Cu sor ha tang doanh nghipp bao gom ede hoat dpng nhu: hp thong qudn lychung (bao gom hp thong thdng tin qudn ly chung), hoach dinh, tdi chinh - kitoan, phdp ly vd quan he \6i chinh quyen, va he thong qudn ly chit lupng

SVTH: Duong Minh Chiin

6 Huynh Phu Thinh 2009 T^ lifu da din.

Cho thay kha nang duy tri vi thi cua cong ty trong

miic tang trupng cua nen kinh te ya nganh

Ting si ci phin thuongLpi nhu|n sau thui

Lpi nhuan sau thuiTing tai s^n

Lpi nhuan sau thueVin O co

Lpi nhuan sau thuiDoanh thu, Biiu thj hieu qua chung ve quan ly

Poanh thu ti^u thuTing vin kinh doanh

Binh qMn tin khoGia von hang b^n

Do litong hipu qua su dung e^e nguon luc

Lai vayLpi nhuan tnrdc thui vi lai vay

TongnppMittoTing von kinh doanh

Cho thay pham vi dupe tai trp bing cac khoan np

Np ngan MnTSLD & D^ to ngin han - Hang ton kho

Np ng^n hanTai sin luu dpng & dau to ngin han

Danh gia kha nang thanh toan cac khoan np ng.ln

han dao han

D&nh gia quy mo tai chinh cua doanh nghi^p

Cachtinh

Toe dp tang Ipi nhuttn

T6c do tang doanh thu

Cac ty so doanh lpi

So vong quay toan bo v6n

So vong quay hang tin kho

Ty so hoat dng

KM n5ng thanh toan lai vay

Ty s6 np

Don can

ng-KM nang thanh toan nhanh

KM nang thanh toan hin

Ban 2.1 Cac chi so tai chinh6.

LSp ki ho^tch kinh doanh xuat khau gao cho Cong ty CP Du lich An Giang

Trang9SVTH: Duong Minh Chien

7 Huynh Phu Thinh 2009 TM li^u da din.

^Michael E.Porter 1985 Dan theo Huynh Phu Thinh 2009

Hinh 2.2 Mo hlnh nam tic luc cua Michael E.Porter8 2.2.2.1 Doi thu canh tranh.

Ap lire tir doi thti canh tranh li loai ip lire thuimg xuyen va de dpa tr^c ti^p tM sirt6n tai va phit trien cia t^t ci cic cong ty hoat dpng trong nganh Vi v|y, cic c6ng tycan phan tich doi thu canh tranh de nim va hieu dupe cic bi^n phip phin umg vi hinhdpng mi ho co th^ thyc hien Cic npi dung chu yeu cia cing vipc phin tich doi thicanh tranh dupe the hipn (f hinh 2.3

Sir tranh dua cia cic

doanh nghiSp hien Co

trong nganh

Cic d6i thu canh tranh

trong nganh

Nguy co tir doi thu

canh tranh moi

Khiningthuonglupug nha

cung cap

Cicdoithu

tieman

2.2.2 Moi truing tic nghi^p7.

M6i trudng tic nghiep li nai diin ra cdc hoat dpng vi su canh tranh cua doanhnghiSp va doi thu trong nginh, do mdi truing tic nghiep quy^t dinh tinh chat va muc d@c^nh tranh trong mpt nginh kinh doanh, nen chia khoa xiy d\rng chien lrrpc kinh doanhthanh cong la cong ty phii phan tich cac inh hudng cua n6 Ta se ap dvmg m6 hlnh Namtic l^c cua Michael E.Porter de phin tfch moi truim tic nghipp

Lap ke hoach kinh doanh xuat khau gao cho Cong ty CP Du lich An Giang

Trang10SVTH: Duong Minh CMen

'Michael E.Porter.1985 Dan theo Huynh Phu Thinh 2009

Hinh 2.3 Cdc npi dung can phan tich cua doi thu canh tranh9

2.2.2.2Khach hang.

Phan tich khach hdng giu vai tro v6 cung quan trpng, su tin nMem cua khdeh hdng

Id tdi sdn cd gid tri nhdt cua cong ty B6n c^nh do can quan tSm s^e ep tu khach hdngnhu: khd nang trd gid, doi hdi ngudi ban nang cao chdt lupng, van chuyln, thanh todn vd

cd th ldm cdc cong ty trong ngdnh ch6ng lai nhau

Cac gid thuyet

Dupe doi thu d?it ra ve

Min thSn vd ve ngdnh

Cdc van de can tra loi ve doi thu cijnh tranh

D6i thu co hai long vdi vi tri hipn tai khdng?

Nhttng budc di hay s\r dich chuy^n chien lupcnao d6i thu se thuc Men?

Diem yeu cua doi thu canh tranh?

Dieu gi kM^n doi thu canh tranh trd dua manh

Nhune veuto dieu khiin

doi thu earth tranh

Miic tieu tinrng lai

d tat cd cdc cap qudn trj vd

theo nMiu gidc dp

Lap ke hoach kinh doanh xuat khau gao cho Cong ty CP Du lich An Giang

SVTH: Duong Minh ChiinTrang 11

10Huynh Phu Thinh 2009 Tai li^u da din.

"Huynh Phu Thinh 2009 Tai li^^i dS dan.

Lap ki hoach kinh doanh xuit khau gap cho Cong ty CP Du lich An Giang

2.2.2.4Doi thu canh tranh tim an.

CAc noi dung can phan tich cAa d6i thu tim An 1A:

Dvr doAn d6i thii c^nh tranh tim in

Cac rAo cAn xam nhap ngAnh.

D^ tinh vi don trA dua

GiA chan xam nh^p.

Tinh chat cua cAc rAo cAn xam nhAp ngAnh.

2.2.2.5San pham thay the.

SAn phim thay the 1A cAc sAn phim c6 ctog c6ng dung nhu sAn phim cAa ngAnh,tAc 1A co khA nang thAa mAn cAng mot loai nhu cau cAa khAch hAng Khi gia cAa sAnphim chinh tang thi nguAri tiSu dAng co khuynh huAng sA dung sAn phSm thay the vA

ngugrc lai.

CAc tnrAng hprp cAn quan tAm din sAn pham thay the: khi sAn thay thi co gia rehon dAng ki so vAi sAn pham cAa ngAnh; ngAnh co mAc lai nhuAn cao

2.2.3 Moi tnrAng vl mo".

^ Yeu t6 Wnh ti bao g6m cAc yeu t6 Anh huAng sau : ty IS l^m phAt, lai suit ngAn

hAng, tygiAhoi doi

^ Ylu t6 chinh trj - phap luat bao gom cAc yiu t6 Anh huAng sau : CAc luat thue,cAc chinh sAch uu ^ii cAa nhA nuAc, cAc quy dinh vi ngoai thuong

at Ylu t6 nhan khau hgc: Tong s6 dAn vA ty 1^ tang dan so, sir dich chuyen dan s6

vA di cu, kit ciu vA xu huAng thay doi dan si

t Yiu to van hoa - xa hi: bao gom yeu to vAn hoa (nin van hoa, nhAnh van hAa,

giai ting xA hOi) vA yiu to xa h0i (lii song, nghe nghi^p, trinh dp nhan thAc

chung cua xa hoi).

>t Yiu ti cong nghp: xu huAng t^r dpng hoa, mAc chi ngan sAch cAu nhA nuAc chonghiAn cAu vA phAt triin, chi phi cho nghien cAu vA phAt triin Aong ngAnh

"t Yiu to tir nhien: Anh huAng cua diiu Wen dja ly, sir thiiu hpt nguyen lipu, 6

nhiem m6i tnrAng

2.3 Cac cong cu xay dung phuong an va lua chpn chiin lupc kinh doanh.

2.3.1 CAc congcu thu thap thong tin cho ki hoach kinh doanh11

Sau khi thu thAp thAng tin tA moi tnrAng ben trong vA ben ngoAi danh nghiSp tiinhAnh xay dimg ma tran dAnh gia n^i bo (WE Matrix), ma Aan dAnh giA cAc yiu ti bAnngoAi (EEE Matrix), ma tran hinh Anh canh Aanh

Trang12SVTH: Duong Minh Chien

Bat ke ma tran IFE cd bao nhieu yeu to, ting si diem ddnh gid nang luc canhtranh cao nhat ma mpt cdng ty co the Id 4, thap nhat la 1 vd trung binh Id 2,5 Ting sidiem ldn hpn 2,5 cho thiy cdng ty co nang lpc canh tranh m^nh vd diem nhd hon 2,5cho thiy cong ty yiu

2.3.1.2.Ma tran danh gid cac yeu to ben ngodi (EFE Matrix)

Ma trdn danh gid ede yiu ti ben ngodi hay ma trdn EFE (External FactorsEnviroment matrix) giup ta torn tdt vd lupng hoa nhSng dnh hudng cua yeu ti mditruong den doanh nghi^p Viec phdt triin ma tran EFE gim 5 budc:

• Budc 1 L|p danh sdeh cac co hpi vd de dpa chu yeu, cd vai trd quyit dinh diivdi su thdnh cong ciia cac cong ty trong nganh nhu dd nhan dien trong qua trinhphan tich mdi truong vi md vd tdc nghipp

(0)x(l)

Diem co trpng so

2.3.1.1 Ma tran ddnh gid npi bo (IFE Matrix)

D&y Id cdng cu ddnh gia, dinh hrpng cdc diim mgnh vd diim yeu cila cong ty <l6ivdi cdc nhan to thanh cong chii yeu cua ngdnh Ma tran du^e thpc hien qua 5 budc:

•L Budc 1 Lap danh muc cdc nhan to thanh cSng chu yeu Danh muc nay til 10

din 20 yeu to (phu thu^c vdo quy mo ciia cong ty)

-L Bvdc 2 Xdc dinh tarn quan trpng cua moi nhan to (trgng so) Tarn quan

trpng ciia moi nhan t6 dupe cho diem tir 0,0 (khong quan trpng) den 1,0 (ratquan trpng) Ting cac trpng so phdi bdng 1

^L Bvdc 3 Danh gia nang lnc cua cong ty vdi moi nhan to thanh cong Nang lye dupe cho diem tu 1 dn 4 Trong do, 4 = rat manh, 3 = kha m^nh, 2 = kha

yu, 1 = rat y^u Diem ddnh gid nang lpc c^nh tranh cua cong ty d6i voi moi

nhan to thanh cong dpa tren nang lpc cua cong ty.

^t Budc 4 Xac djnh diem co trpng so Vdi moi nhan to, ta nhan trpng so cua no

vdi so diem danh gia ndng Ipc cila cong ty dl xac dinh diem cd trpng so

i-L Bvdc 5 Xac dinh tong diem danh gia nang life canh tranh cua cSng ty: cpng

tong so dim co trpng so cua tat cd cac nhan t6 de xdc dinh t6ng so diem danh

gia nang luc canh tranh ciia doanh nghiep.

Bang 2.2 Ma tran danh gia npi bp (IFE)

Lap ke hoach kinh doanh xuit khau gao cho Cong ty CP Du lich An Giang

Trangl3SVTH: Durag Minh Chien

Bat ke s6 lupng y^u t6 trong ma trin, ting diim c6 trpng so cao nhit m^ mOt cong

ty co thi c6 Id 4, thap nhat Id 1 vd trung binh Id 2,5 Tong diim co trpng so Id 4 cho thaychien lupc ciia cdng ty tan dpng tot ca hpi vd toi thieu Ma dnh hudng tieu cue ciia mpi

truong ben ngoai len cong ty.

2.3.1.3 Ma tran hinh anh canh tranh.

Ma tran hinh dnh canh tranh dupe xay dung tuang tu nhu edeh xdy drag ma tran

EFE vd IFE Ma tran nay bao gom cac yeu to ben ngodi Ian cac yeu to Mn trong c6 tam

quan trpng quyit dinh den sp thdnh c6ng cda doanh nghidp Ngodi ra, trong ma tranhinh dnh canh tranh, cac d6i thii canh tranh cung dupe xem xet vd tinh tong di^m s6quan trpng Tong so diem danh gid cua cac cdng ty canh tranh dupe so sdnh vdi cong ty

dang nghien era.

Bu^^c 3 Bdnh gid khd nang phan ling cua c6ng ty voi cac ca Mi vd de dpa KhdnSng doi ph6 ciia c6ng ty vdi moi ca hpi, de dpa dupe cho diem tir 1 d^n 4.Bu^^c 4.Xac djnh diim co trpng so: Vdi mi ca hpi, de doa, ta nhdn tam quan

trpng ciia no vdi so diem danh gia kM nang phkn ling ciia cong ty.

Budc 5 Xac dinh tong diim C$ng diim co trpng so ciia cac bien so de xac dinh

ting diem co trpng so cua to chiic.

Bang 2.3 Ma tran danh gid cac yeu to bin ngoai (EFE)

Lap ke hoach kinh doanh xdit kh&u gao cho Cong ty CP Du lich An Giang

Trang 14

SVTH: Duong Minh Chi^n

^Huynh Phu Thjnh 2009 Tai lipu ^ dan.

Hinh 2.4 Ludi "Sg nhay cam ve giii/Miic dp quan tam sg khac bipt"

Giai thich cac chien luge:

• Chien luge hhng hoa: C6ng ty nen ap dung chien lupc nay doi vdi ede sdnphim ma khach hang co muc nhay cdm ve gia cao va it quan tam den sg khdcbi^t gitta ede sdn pham

Miic sg nhay cam ve gia cua khiich hang THAP

Muc quan tam den

su khdcbipt cua

2.3.2 Cong e^ hoach dinh chien luge tong quat12.

Co nhi^i trong cu hoach dinh chin lupc khih doanh t6ng quat, trong bai nghienctni nhy s^t dpng ludi "S\r nh^y cim v^ gi^/Mtrc dp quan tam s\r khdc biet" de phan tichcho hai phin khiic g^o cao dip va gao cap thap

Ludi "Sy nhay c^m v^ gid/Miic d^ quan t&n su kh^c bipt"

Miic sir nhay cam ve gia cua khdeh hdng CAO

(0)x(4)

Bi^m

CO trpng so

Bang 2.4 Ma tran hinh dnh canh tranh.

I4p ke hoach kinh doanh xu^t khiu g^o cho Cong ty CP Du lich An Giang

Trang 15

SVTH: Duong Minh Chiin

W + T Toi thiiu hda diim yiu ben

trong di trdnh dnh hudngciia mii de dpa ben ngoai

S+-T

Su dung cac diim mpnh ditrdnh de dpa bdn ngoai

De dpa (T) Tl

T2 T3

ben ngoai.

Cffhpi(O) 01

•Chien luge d^c chung: Cong ty ndn dp dpng chiin lupc nay doi voi cdc sdn

pham co nnrc nhay cam ve gia thap va ngudi mua rat quan tSm den sir khdc

bi^t gifta cac sdn pham

•Chien lupc chuyln ti^p: C6ng ty ndn dp dung chien lupc nay doi vdi cac sdn

pham khdch hang viia co mire nhay cam ve gia cao lai vira rat quan tarn su

khdc bi^t giua cac sdn pham

•Chien luge hon hgp: Cdng ty ndn dp dvmg chien lupc nay doi vdi cac sdn pham

co mire nhay cam ve gid thap va ngudi mua it quan tain din sir khdc bietgida ede sdn pham

2.3.3 Cong cu hoach dinh chien luge kinh doanh cu the.

C6 nhiiu cdng cu di hoach dinh chien luge kinh doanh cu thd, trong bdy nghienciiu nay tac gid sir dung ma trdn SWOT (S = Strengths = Diim m^nh, W = Weaknessea

= Diem yiu, O = Opportunities = Co h0i, T = Threatens = tde dpa) Ma tran ndy dung

de ddnh gid diem manh/diim yiu cua cong ty va udc lugng nhdng ca hoi/nguy co ciiam6i trudng kinh doanh ben ngoai, td dd cd su phoi hop hop ly gida ndng lire cua cdng

ty vdi tlnh hinh mdi trudng

Cac bud-c di xay dung ma tran SWOT:

^Budc 1: Lidt kd ede ca hpi/de dpa ben ngoai cda cdng ty (ede nhdn ti thdnh cdngbdn ngoai dupe sir dung tir ma trdn ddnh gid yiu to ben ngodi EEE)

^L Budc 2: Lipt kd ede diem manh vd diim yiu ciia cdng ty (ede nhdn to thdnh cdngtrong nganh dupe sd dpng tir ma trdn ddnh gid yiu to bdn trong IFE)

^t Budc : Kit hpp diim manh vdi co hpi di hinh thdnh chiin lupc S + O

i!U Budc 4: Kit hpp diim yiu vdi cow hpi di hinh thdnh chiin lupc W + O

4> Budc 5: Kit hpp diim manh vdi de dpa di hinh thdnh chien lupc S + T

4 Budc 6: Kit hpp diim yiu vdi de dpa di hinh thdnh chiin lupc W + T

Bang 2.5 Ma trgn SWOTLap ke hoach kinh doaiih xuat khau gao cho Cong ty CP Du ljch An Giang

SVTH: Duong Minh Chi^nTrang 16

13Ph^n Ngoc Thuy va ctg 2002 Tdi li^u da ddn

Lap k6 hoach kinh doanh xult khlu gao cho Cong ty CP Du lich An Giang

2.4 Phan tich rui ro13.

2.4.1Dinh nghia rui ro.

Rui ro la khd nang xdy ra khdc biet giua ke hoach thqc t6 va ket qud dupe d\r kienkhi l|p k6 hoach, rui ro co the mang tinh tich c\rc hay tiSu cue Riii ro la mpt khdi nipmkhdch quan, chi co the do lubng mdt cdch hrcmg doi, co the do ludng mire d^ t6n that

bdng tien.

2.4.2Phan loai rui ro.

•Rui ro v^ gia xdy ra khi co s\r thay doi ve gia cua s^n pham/ dich vq ciia cong tyho3c co sq thay doi v^ gia cua lao dpng, nguyen vat li^u v^ cac y^u to khac matrong qud trinh hoat dong c6ng ty phii ganh chiu Rui ro gia thurimg bao gom 3loai riii ro: rui ro gia h^ng hoa, riii ro ty gia hoi doai, rdi ro 12i sudt

•Riii ro tin dung I^ riii ro khi khdch hdng np doanh nghiSp nhung khong trd nodiing nhu cam kdt

•Riii ro thuan tiiy la riii ro co nguy co ton that nhung khong co ca hOi ki^m lai,bao gom: su thi^t hai tdi sdn, cdc trdch nhigm phap ly, cdc khodn trp cap ve tai

nan lao dOng, dau 6m va tvr vong ciia nhan vien.

2.4.3Phmrng phap han che rui ro.

C6 3 phucmg phap thudng sii dung de han ch6 riii ro:

•Kiem sodt t6n thdt co th6 chia lam 2 nhdm: nh6m phuoug phdp gidm bdt cachoat dpng riii ro va nhdm phucng phap phdng ngira ton that

•Tdi trpr khi co rui ro la phuong phdp tao nguon qu^ voi muc dich chi trd, boithudmg cdc ton that do riii ro xdy ra Co 4 bien phdp tai trp: tq bdo hiem, muahpp dong bdo hiem, sii dqng cdc nguon din xuat tai chinh va chuy^n giao hpp

dong.

•Giam rui ro npi tai co the thqc hien theo 2 each: da dang hoa hinh thiic dau tu

va dau tu vao thdng tin.

Trang 17SVTH: Duong Minh Chien

Hinh 2.5 Mo hinh nghien cuu

Lr

i i 1.

Ke hoach

nhansy

Ke ho?chhoat d$ng

K^ hoach

tiepdii

M^c tieu vachien lucre chung

2.5 Mo hinh nghien cvu.

Dyra trdn co sd ly thuyet va ket qite mong muon cua bai nghi6n ciiu, mo hlnhnghien cum din thiet nhu sau:

L^p ke ho^ch kinh doanh xuat kh^u gao cho C6ng ty CP Du lich An Giang

SVTH: Duong Minh ChienTrang 18

Giai itogn hoqeh dinh: Bay li giai doan quan trong, giai doan hoach dinh cicmiic tiSu va chien lupc chung: ke hoach tiep thi, k^ ho^ch nhan sp, ke hoachhoat dOng

Giai doan litffng hoa - ddnh gid:d&y li giai doan chi tiet hoa cic nguon luc venhin sp vi tai chinh de thpc hin ke hoach di d^ ra Trong giai doan niy viecphan tich rui ro trong hoat dpng kinh dpanh va rui ro ke hoach kinh doanh cung

dupe thpc hien.

Be tai nghien cun dupe thuc hi^n qua 3 giai doan nhu sau:

> Giai dogn 1 md <d:Giai do^n tim hieu thong tin so bo ve moi tnrcmg bin trongdoanh nghiep (qua trinh hinh tMnh vi phat tri^n cila doanh nghiep v^ mo td sinph^m va dich vp cua cong ty dang kinh doanh), thong qua budc niy xac dinhdi^m manh/diem yeu cua doanh nghi^p va moi tniong bin ngoai doanh nghiep

(tic dpng cua moi tnrong vi me den hoat d$ng cua doanh nghipp vi cic yeu to

cua moi tnrong tic nghiep) nhim xic dinh co hoi/de dpa mi dpanh nghiep c6Lap k^ hopch kinh doanh xakt khlu gao cho Cdng ty CP Du lich An Giang

SVTH: Duong Minh Chi^nTrang 19

Hinh 3.1 Logo cdng ty CP du lich An GiangVon dieu If: 43.244.600.000 dong

Linh v^rc kinh doanh: llnh vuc du lich vk linh vuc thuong mai

3.1.2 Lich su hinh thinh vk phat trien.

Cdng ty C6 phdn Du lich An Giang (An Giang Tourimex) tien than la Cdng ty Dulich An Giang dupe thdnh lap theo ^u^t djnh so 512/QD.UB ngay 16/8/1978 ctia UBNDtinh An Giang; qua nhieu Ian chuydn doi va sap nh^p theo nhu c4u phdt trien kinh t^ -

xa hpi cda nganh du ljch va thuong mai tinh An Giang; den ngay 08/12/2004 chinh thiicchuyen thanh Cdng ty Co phan Du ljch An Giang (An Giang Tourimex Joint StockCompany) ten giao dichAn Giang Tourimexiheo quy^t dinh so 2671/QD.CTUB cuaUBND tinh An Giang

I4p kk hoach kinh doanh xuat khdu gao cho Cong ty CP Du lich An Giang

Chirong 3 Gldl THlEU CHUNG VE C6NG TY C6 PHAN

DU LICH AN GIANG

3.1 Gi6i thif u tong quan ve cdng ty co phan du lich An Giang

3.1.1 Gioi thif u so lupc cdng ty co phan du lich An Giang

Ten Cong ty: Cong ty Cd phin du lich An Giang

Ten tieng Anh: An Giang Tourimex Joint Stock Company

Tdn thutmg hif u: An Giang Tourimex

Quy^t dinh thanh lap: Theo quydt dinh so 512/QD.UB cua UBND tinh AnGiang, den ngay 08/12/2004 chinh th^c chuy^n thanh Cong ty Co phan Du lich An

Giang.

Dia chi: 80E, Duong Tran Hung Dao, Phutag My Xuyen, Thanh pho Long

Xuyen, Tinh An Giang.

SVTH: Duong Minh ChienTrang 20

Hoat dpng chinh cia Cong ty C6 phin Du lich An Giang (An Giang Tourimex)

la kinh doanh du lich vi thuong mai:

s& Ve Du ljch: to chiic cac tour du lich trong vi ngoii nude; kinh doanh djch vpnhi hang khach san; dai ly bin ve may bay, vi tiu; dau to khai thac khu du lich

nhu doi Tic Dup.

^t Ve thuong mai: Chi bien va xu^t khiu gao cac lopi, dpc bi$t gao thorn Jasmine,gao tring hat dai va cic mat hang n6ng sin khicTring trot, chin nuii, sinxuat - che biin thuy hii sin, kinh doanh hang gia dung, thiet bi vat to ning

nghiep va vat lieu xay dung.

3.1.3.Thanh tuu va muc tieu cua cong ty.

Trong linh vuc du Hch: Cong ty da vinh dp nhan dupe CUP TOPFIVE 2008 vigiay chtotg nhan "Cdng ty Lit lianh npi 4"a hang dau Vi^t Nam nam 2008" do HiepH0i Du Ljch Vidt Nam cong nhan vi trao ting

Trong linh v\rc kinh doanh xuat khau luong th\rc, An Giang Tourimex da tongdupe xep vao "top ten" cic doanh nghidp xuit kh^u gao Viet Nam tir nam 2001, Doanhnghifp xuat khau uy tin tit 2004 din nay do Bo Thuong Max nay li B0 Cong Thuongxdt ch(jn; Doanh nghiep Vi^t Nam uy tin chit lupng 4 nim liin (Trusted 2006 - 2009)

do Mang Doanh nghiep Vi^t Nam khio sat blnh chon, Top 100 thuomg hiiu manh xuatkhau uy tin vi hidu qui cua Cong Thuorng mai didn to doanhnghiep360.com.vn cong

b6

Mvic tieu cia cong ty: "chat ltrpng la m^c tieu hang dau" Cong ty Iu6n co ginghet siic de gop phan ning cao chat lupng cupc sing vi mang den cho khach hing su hiiling toi da khi sir dung djch vu cua An Giang Tourimex

3.1.4.Phuong hvong phat trien giai doan 2013 - 2014 doi voi linh vuc xuat khaugao cua Cong ty Co phan Du lich An Giang

Bjnh hudng cia cia C6ng ty C6 ph^n Du hch An Giang trong giai doan 2013

-2014 nhu sau:

Ve dau to

Trong giai doan niy cong ty khong mfy rong dau to cor sd vaX chat, toy nhien vancing c6 vi ning cap thiet bi cho phi hpp vdi yeu cau mi Sir Cong Thuong dat ra chocac doanh nghidp kinh doanh trong llhh v^c xuat khau g^o

C6ng ty tien hinh quy hoach vung nguyen li$u tai Thoai Son voi di$n tich li 8,5hecta, dim bio 40% nguyen li^u d^u vio cho cong ty

Sin pham: Day manh cung cap cic sin pham gao li thd manh cia cong ty nhugao thorn Jasmin, ding thoi dim bio chat lupng cia sin pham vi ning cao chat lupngphpc vii di mang lai cho khach hing sp hii long tii da

Vl thj truing: gift vung cic thi truing truyen thing li Malaysia, Trung Qu6cdong thoi diy manh xuat khiu sang thi taring tint ning lin nhu cic nude cia Chiu Phi

Lap ke hoach kinh doanh xuit khau gao cho Cong ty CP Du lich An Giang

Trang 21SVTH: Duong Minh Chi^n

Hinh 3.2 So do to chiic cong ty Co phSn Du lich An Giang

(Ngudn: Phong nhdn so)

PHONG KINH DOANH

sir

1

BANDllUi HAN 11

BANKIEMSOAT IlOl DONG QliAN TR1

DAI HOI DONG CO-DONG

3.1.5.

Lap ke hoach kinh doanh xu^t kMu gao cho Cong ty CP Du lich An Giang

SVTH: Duong Minh CMAnTrang 22

Chuc nang cda cic phong ban trong c6ng ty:

^ Ban lanh dao: lanh dao chung cho c6ng ty vi quin ly true tiep cic phong ban

trong cong ty.

^ Phong nhin su: dieu hinh nhin su hoat dpng trong cong ty, t6 chute tuyen dung

vd dao tao nhan vien, lrru trir h6 so va s6 li^u v tinh hinh nhan su cho cong ty

^ Phong k toan: tham muu cho ban lanh dao ve cdng tie tai chinh, ke toin, nguon

von, quin ly tai sin, lip k hoach thu chi tai chinh cho cong ty

<4 Phong kinh doanh: thuc hi?n cic ke hoach tiSu thu sin pham, quin ly nguonnguyen lieu, tint kiem hup d6ng xudt khiu vi lip ke hoach toe hi^n hop d6ng.Phong kinh doanh phu trich thim cic hoat dong marketing va quing bi sinphim gao cua cong ty den vdri khich hing Bin canh do chi nhinh TP.HCMtoe Men viec tham mrru cho phbng kinh doanh cic thong tin ve hoat dung xuitnhip khAu gao

l^t Phong thi truong vi tiep tM vita duuc thanh lap chiic nang vi nM$m vu cuaphong nay la thuc M^n cic hoat dong marketing vi quing bi toong Meu chocong ty Tuy nMen hoat dong nay tip trung nhi^u cho lrnh vuc du lich hon la

xuat khau gao.

Lap k hoach kinh doanh xuat khAu gao cho Cong ty CP Du lich An Giang

Trang 23SVTH: Duong Minh Chien

Hinh 3.3 Cff cau sin Ivpng gao xuit khiu theo chung loai giai doan 2010 - 2012

(Ngudn: Phong kinh doanh)Qua bing si lieu cho thiy sin phim gao chu yiu cua cong ty li gao 5%, 15% vi25%, chiim ^ trpng 80% ting hrpng gao xuit khiu cia c6ng ty Do dip ling nhu ciucia khich hing nen trong nam qua cong ty cung cip them 2 loai gao mbi li gao 20% vigao thorn 50% Trong nam 2012 co ciu gao theo chit hrpng co sir chuyen dich, tanggao cao cip vi giim gao cip thip Nguyen nhin do sir canh tranh cia cdng ty kem hon

so vbi An Dp vi Pakistan b phin khuc gao cip thip (cp the canh tranh vi gia), mac khic

3.2 Gio'i thipu ting quan ve linh vuc kinh doanh gao cua cong ty.

Xuat khiu gao li hoat dbng chu lpc cia cong ty Hien tai c6ng ty hoat dpng vdi 6

don vi true thupc la:

^Nhi may che bien gao xuit khiu Cai Sin (thinh ph6 Long Xuyen, An Giang)

<^ Nha may che bien gao xuit khiu Tay phi (huyen Thoai Scm, An Giang)

*Nta mdy che bien gao xuit khiu Bmh H6a (huyen Chau Th^nh, An Giang)

<4 Nha may chi biin g^o xuit khau Dinh Thanh (huyen Thoai Son, An Giang)

<4 Nha may che bien gao xuit khiu H6a An (huyen Chp Mod, An Giang)

kL Xi nghiep chi biin nong s^n xuit khiu (huyen Tri Ton, An Giang)

Tong n^ng lire kho chira 61.500 tin va cong suit sin xuit toi da dat 20 tin/gib chitiit phu lpc 2

3.2.1 Co cau sin pham gao cong ty cung cap.

Chung loai gao xuit khiu ma cong ty cung cip gom c6 gao therm cic loai, gao5%, gao 10%, gao 15%, gao 20%, gao 25% vi gao 100% Sin hiong mSi loai gaokhong ding deu, phu thupc vao nhu cau cua khich hing va the manh cua doanh nghiep

DVT: Tin

60.000

Lap ke hoach kinh doanh xuit khiu gao cho Cong ty CP Du lich An Giang

SVTH: Duong Minh Chidn

Hinh 3.4 Co- cau thi truimg xuat khau gao cap thap giai doan 2010 - 2012

(Nguon: Phdng kinh doanh)Thi tnrdng tieu thy gao cap thap ciia cdng ty gdm co China, Philippines,Indonesia, Maylaysia Trong d6 China la quoc gia co s4n luyng ti6u thy gao tang manhqya cac nam, Malaysia tang nhe, Indonesia va Philippines giim nhSp khau Trong giaidoan 2013 - 2014 Philippines va Indonesia gi^m nhap khau vi chinh sach ty tiic luongthyc nen thi tnrdng chinh cila cong ty con lai la Malaysia vi China

Malaysia la khach hang than thiet ciia cdng ty trong thdi gian qua va tmmg lai I^doi tac cung cdp gao lau dai Trung Quoc ddy la thi tnrdng mdi noi, nhu cau nhap khaunhieu va trong nam 2012 vira qua qu6c gia ndy Id khdeh hdng ldn nhdt cd cdng ty Vivay, myc tieu cua cdng ty trong giai doan 2013 - 2014 la giy vung thi tnrdng truyenthong la Malaysia va Trung Quoc d phan khiic gao cap thap

Thai Lan thyc hidn chinh sdch han ch^ xudt khdu lam cho hau het khach hang nhap

khau gao cao cap cua Thai Lan deu chuyen sang nhap khau gao cha Viet Nam.

Co cdu gao xuat khdu theo chat hrong duoc chia lam hai loai: gao cao cap (gaothorn cdc loai) vd gao cap thap (gao 5% tdm den 100% tam) Trong thtri gian qua s4nlu^ng gao xuat khau theo chat ltrong c6 sir chuy^n bidn, tang gao cap cao v^ gim gaocap thap Rieng nam 2012 gao cap cao tang 521,67% so vdi nam 2011 vit thi tnrimgchinh la cac nuoc CMu Phi (phy lye 4) Doi vdi phan khiic gao cap thap gi^m v^ thi

tnrorng chinh la cac nude chdu A Cy the nhu sau:

DVT: Tdn

Ldp ke hoach kinh doanh xuat khdu gao cho Cong ty CP Du lich An Giang

Trang 25SVTH: Duong Minh Chien

Hinh 3.6 Co cau thi truftng xuat khau gao cua cong ty giai doan 2010 - 2012

(Nguon: Phong kinh doanh)

2012

• 2010 12011

Hinh 3.5 Cor cau thi trirftng xuat khau gao cao cap giai doan 2010 - 2012

(Nguon: Phong kinh doanh)Qua bi^u d6 cho thay s^n lupng g^o cao cp cua cong ty tang manh qua cac nam

2011, 2012 Ian lupc Ik 16,7%, 521,67% (ph^ luc 4) Thi trudmg ti6u thu 16n nhat ciiacong ty la Chau Phi (g^m Saudi Arabia, Ghana, Ivory Coast) Nguyen nhan do thu nMpcila ngubi ddn CMu Phi tang len, chat hrqng cupc song cang dirpc c^i thin nen nhu c^uv^ gao cao cap tang cao vk gia gao cila Vi^t Nam th^p horn gia g^o cung c^p cda ThdiLan VI v^y, muc tieu ciia cong ty trong giai doan 2013 - 2014 Ik gift vftng thi tnrongtruyen thong Chau Phi ft phan khuc gao cao cdp

3.2.2 Cor cau thj trtrong xuat khau gao cua cong ty.

DVT: Tan

35,000 t

Lap k^ hoach kinh doanh xuat khau gao cho Cong ty CP Du lich An Giang

Trang 26

SVTH: Duong Minh Chidn

Hinh 3.8 Co cau kenh phan phdi gao cua cong ty giai doan 2010 - 2012

(Nguon: Phong kinh doanh)

va gi^m nhdp khiu (phu l^c 5)

Diing trudc tinh hinh thyrc td ciia cong ty va xu hudmg tieu dung ciia cdc qudc gianh^p khau ldm bu^c cong ty phdi chuydn hudmg sang cac thi trudmg cd siic ti6u thqmtmh trong nam 2013 do la: Trung Qudc, Malaysia va Chau Phi

3.2.3 Kenh phan phoi.

Kenh phan phdi ciia c6ng ty qua hai hinh thiic: phan phoi tryrc tidp cho nha nhapkhau va phan phdi thong qua liy thdc cho ciia tdng Cdng ty Luqng thuc Mien Nam (hinh

4.5).

Lap ke hoach kinh doanh xuat khau gao cho Cong ty CP Du lich An Giang

Trang 27SVTH: Duong Minh Chi^n

• Siinluyng<t:in) •Ktmngacli(lOOOUSD)

Hinh 3.9 Kim ngach va san lu^ng xuat khau gao trong giai doan 2010 - 2012

(Nguon: Phdng kinh doanh)Qua bi^u d6 4.3 ta thay s4n luo^g gao xuat khau ciia cdng ty tang manh trong giaidoan 2010 - 2012 nhung kim ngach loi gi^m trong n3m 2012 Trong nam 2012 s4nluong t&ig 2,88% va kim ngoch gi4m 2,64% nguyen i^ian do s\r canh tranh khoc li^ttren thi tnrdng lua goo khi nguon cung tang doi dao tir An Dp cOng vdi vu mua bOi thutrong thbi gian qua 14m gi4 goo gi4m monh Tuy s4n lupoig xudt khdu c4a cong ty c6tang nhung van khong du bu d4p gi4 tri mat di do gia gi4m mohh (b4ng 4.7) Nhlm khicphpc tinh bang lupng tang nhung gia tri gi4m thi c6ng ty t4ng cuong xuat kh4u vdi s4nluong Ion, d4m b4o gi4 tri v4 chuyen hudng sang cung tog gao cap cao

20122011

ZOlO

Co cdu kenh xuat khdu khong thay d6i, tuy nhiSn s4n lupng theo kenh phan phoi

co su thay doi (hlnh 3.8), xuat khau theo hinh thiic true tiep tang len va theo uy th4cgi4m xuong NguySn nhSn do cung lua gao doi dao trong khi khach hang truydn thdngcua Vi$t Nam nhu Philippines va Indonesia gi4m nhap khdu, hop ddng tap trung giambuoc cong ty no l^c trong marketing va ch^o gii de tim kiem hop dong thuong m^i.Viec thay doi kdnh phto ph6i 14 thuan loi c^a cong ty trong viec chii dong tim dau racho s4n phlm, khong php thu^c vao su phan bo quota ciia t6ng Cong ty Luong thucMi^n Nam

3.2.4 Tmh hinh hoat d$ng xuat khau gao cua Cong ty Co phan Du lich An Giang.Lap ke hooch kinh doanh xuat khdu gao cho C6ng ty CP Du lich An Giang