Viec tiep can vi thirc taptai Cong ty C6 Phin Rau Qua Thuc Phlm An Giang trong muoi ba tuin la ca hoigiiip em van dung MSn thiic tich luy trong b6n nam hoc tap tai trufrng cung nhiinghoa
Trang 1Long Xuyen, thang 05 nam 2013
||tru6ng daihoc||
AN GIANG
THliVIEN KHOA LUAN TOT NGBOEP DAI HOC
NGUYEN HOANG NAM
LAP KE HOACH KINH DOANH CHO
CONG TY CO PHAN RAU QUA THUC PHAM ANGIANG(ANTESCO) GIAIDOAN2013-2015
Chuyen nganh: QUAN TRI KINH DOANH
GVHD: Ths Lira Thi Thai Tarn
Lap: DH10QT- MSSV: DQT093326
DAI HOC AN GIANG KHOAKINHTE - QUAN TR{ K1NHDOANH
Trang 2Khoa Kinh te - Quan tri Kinh doanh, thang 05 nam 2013
Ngudi cham, nhan xet 2:
(Hp ten, hoc ham, hpc vi, chu ky)
Nguai cham, nhan xet 1:
(Hp ten, hoc ham, hoc vi, cha ky)
Ngucri hudng dan: Th.S Lint Thi Thai Tam(Ho ten, hoc ham, hoc vi, chu 1^)
CONG TRINH BlTOC HOAN THANH TAI KHOA KINH TE - QUAN TRI
KINH DOANH DAI HQC AN GIANG
Trang 3Nguyln Hoing Nam
LOflCAM ON
Su6t qua trinh hoc tap tai Truang Dai hoc An Giang, Em da dugrc tiep thu ratnhieu MSn thiic, nhung chua co dip ling dung vio thiic te Viec tiep can vi thirc taptai Cong ty C6 Phin Rau Qua Thuc Phlm An Giang trong muoi ba tuin la ca hoigiiip em van dung MSn thiic tich luy trong b6n nam hoc tap tai trufrng cung nhiinghoat dpng thuc t tai Phdng Kinh doanh- Tiep thi de em danh gia dugc khi nangtiep can ciia minh, ddng thai timg hudc b6 sung vi hoin thien hern von Men thiic
conhan chS cua minh.
Em xin chan thinh cam an!
Qui TMy co truang Dai hoc An Giang da nhiet tinh truy^n dat nhung Men thiic
co gia tri cung nhu giiip da cho em trong suot qua trinh hoc tap tai truang Dae biet
la co Luu Thi Thai Tarn da tan tinh hudng din, giiip da va tu vSn cho em rlt nhi^utrong suot qua trinh hoan thanh khoa luan nay
Cung vdi lai cam cm chan thanh d6n Ban T6ng Gidm D6c Cong ty Co Ph^n RauQua Thuc Pham An Giang, cac Co Chii, Anh Chi dang lam viec tai Cong ty Cophln Rau qui Thuc Phim An Giang (Antesco), dac biet la cac Anh chi Phong Kinhdoanh- Tiep thi da tan tinh giiip da cung cip nhung s6 lieu can thiet, tao didu Menthuan lcri de em tiSp can vdi thuc te cong viec giiip Men thiic ly thuyet em vimgvang hem va hudng din nhiet tinh de em hoan thanh khoa luan tot nghiep cua minh.Tuy nhien, vi Men thiic chuyen mon con han che va ban than con thieu Mnhnghiem thuc tiin nen ni dung bao cao thuc tap tot ngjiiep khong the trinh khoinhung thiSu sot Em rit mong nhan dugc gdp y, chi bio them cda quy Thiy Cocung cac Co Chii, Anh Chi trong Cong ty dl bao cao ket qui thuc tap t6t nghiep cua
em dugc day du vi hoin thien hem
Mot lin nua, em xin chan thinh gui den quy Thiy Co vi Co Chii, Anh Chitrong C6ng ty nhung ldi cim an chin thinh vi lcri chiic tot dep nhit
Sinh vien thuc hien
Trang 4TOM TAT
Cong ty C6 phln Rau qua Thirc phlm An Giang (Antesco) la mot trong nhungCong ty din dau nganh ve linh we xuat khau rau qua thuc pham Mac du nam trongnhiing Cong ty din dau nganh nhung Antesco van chiu su canh tranh gay gat tirphia cac doi thu canh tranh Vi the, viec xac dinh di&n manh, diem yeu cua banthan Cong ty dl co thi canh tranh vdi cac C6ng ty khac la h^t siic cln thilt
Do anh hucmg bdi khung hoang kinh.te va cupc khung hoang no cong cua Chau
Au cung tac dong khong nhd den nganh xuat khiu rau qua dong lanh Nhung tacdong do vita la co hoi vita la thach thuc cho ca nganh noi chung va C6ng ty Antesconoi rieng co the tan dung tot ca hoi chng nhu tim each de vupt qua nhung thu thach
di co thl tilp tuc tin tai va phat triln Chinh vi ly do do ma viec Lap ke hoachkinh doanh cho Cong ty C6 phan Rau qua Thuc pham An Giang (Antesco)trong giai doan 2013-2015 la cln thilt giup Cong ty phat huy dupe dilm manh, tandung duoc co hoi de co nhung hanh dong phu hop dong thcri han che diem yeu cdngnhu doi pho dupe nhung de dpa de giiip Cong ty nang cao vi the canh tranh cua
minh.
De tai dupe thuc hien thong qua 2 budc chinh:
Nghien ciiu so bp dupe thuc hien tai ban bang each tim thong tin tren cacphuong tien truyen thong nhu: bao, dai, internet, sach vd, chuyen de khoa luantrudc, cac bao cao cua Cong ty Tir do xac dinh dupe cac ca hoi, de dpa, dilmmanh, diem yeu cua Cong ty thong qua viec phan tich ben trong va ben ngoiii cuaCong ty Tren co sdr do se lap ra dupe nhung ma tran nhu: ma trqn ddnh gid moitruang ben ngodi, ma trqn hinh anh canh tranh va ma trqn ddnh gid moi trwcmg noi
chinh.
Ket qua dat dupe:
Ke hoach marketing: de ra dupe nhung ke hoach cu the ve san pham, gia,chieu thi phan phoi
Trang 5Ke hoach san xuat: de ra dugc nhung ke hoach cu the: K hoach dau ttr va
thu mua nguyen lieu, Ke hoach san xuat thanh pham.
Ke hoach nhan sy: de ra dugc i^iiing ke hoach cu the de tuyen dung, dao tao
cung nhu tra Iuang,thu6iig cho nhan vien.
1^ hoach tai chinh: d^ ra cac cdch d^ su dyng vdn, huy dong vdn, kiSm soatehi phi
Cac bien phap phong ngira va han chi riii ro: dim ra duoc nhung bien phap
phong ngua va han che rui ro ve gia va rui ro tin dung.
Cu6i cung dua ra dugc nhung kiln nghi ciia b^n than cho Cong ty dua trennhung ^ phan tich dugc
Trang 6TOM TAT:i MVCLUCii
DANHM^JCBANGvn
DANHM^CfflNHix
KY HlEU VA VIET TATx
Chiwng 1: TONG QUAN1
1.1.Co so hinh thdnh de tM1
1.2.Mac lieu nghien cuu2
1.3.Phqm vi nghien cum2
1.4.Phinmgphdp nghien cum2
1.4.1Nghien cuu so bo2
1.4.2Nghien cuuchinhthuc2
1.5.Ynghia2
1.6.Kit can bai boo cdo nghien cum3
Chirffng2:COfs6fLYTHUYET4
2.1.Ke hoach kinh doanh4
2.1.1.Khdiniem kihoach kinh doanh4
2.1.2.Loi ich cua viec lap ke hoach kinh doanh4
2.1.3.Qua trinh lap mot ban ke hoach kinh doanh4
2.2.Phdn tich mot tnrcmg kinh doanh Cong ty dang boat dpng5
2.2.1.Moiquan h^gj.ua cac loqimoitruong5
2.2.2.Moitruongvimo5
2.2.3.Moi truong tdc nghiep.•7
2.2.4.Phdn tich noi bo doanh nghiep9
2.3.Cac cong cu cung cap thong tin xay dtaig chien Ittpc11
2.3.1.Ma trqn ddnh gidcdc yeu to ben ngodi (EFE)11
2.3.2.Ma trqn hlnh dnh cqnh tranh12
in
Trang 72.3.3.Ma trdn ddnh gid nqi bo (IFE)13
2.3.4.Cdchxdcdinh diem vdtrongso trongedema trdn14
2.4.Cdc cong cu hoach dinh chiin lucre15
2.4.1.Congcuchon chien lucre kinh doanh tongqudt15
2.4.2.Phucrngphdpphdn tick SWOT19
2.4.3.Ma trdn QSPMfma tr$n hoach dinh chiin lucre duih lucrng)212.5.Hoach dinh kihoach222.6.Hoach dinh tdi chinh22
2.7.Phdn tick riii ro22
2.7.1 Dinh nghia ruiro22
2.7.2.Phdn loqiruiro23
2.7.3 Phucmgphdp hqn eke ruiro:23
2.8.Mo hinh nghien cicu•.24
Chirtmg 3: GICH THEEU CONG TY CO PHAN RAU QUA THlfC PHAM AN GIANG25
3.1.Gidi thieu vi doanh nghiep.25
3.2.Lich sic hinh thanh vdphdttrien25
3.3.Dinh hu&ngphat triin26
3.4.Ccr cdu to chicc.26
3.6 Chicc ndng cua Hoi Ddng Qudn Ti^, Ban Kiem Sodt, Ban Tdng Gidm Doe vdcdc Phong Ban27
3.6.1 Hoi Ddng Qudn Trf (HDQT)283.6.2 Ban Kiem Sodt (BKS)28
3.6.3.Tong Gidm Doe29
3.6.4.Phd Tong Gidm D6c Tdi Chinh30
3.6.5.Pho Tong Gidm Doe Kinh Doanh30
3.6.6.Phong To Chicc Hdnh Chinh30
3.6.7.PhongKSTodn30
Trang 83.6.8.Phong Ki hoqch - Bau Tu30
3.6.9.PhongKinh Doanh - Tiip Thi30
3.6.10.Van Phong Dai DienTP.HCM31
3.6.11.Cua Hang Rau Qua Thuc Phdm31
3.6.12.HaiNhd May Binh Khdnh va Nha May My An313.7.Van itiphiip luqt va quan he v&i cdc dm tupnghint quan31
3.8.Gidi thieutong quan velinh vac kinh doanh cua Congty32
3.9.Mot so hinh anh vesdnphamcua Congty36
Chirffng^PHlTONGPHAPNGHIENCUtr37
4.1.Quy trinh nghien cuu37
4.2.Thiitke nghien cuu38
4.2.1.Nghien cuu so bo38
4.2.2.Nghien cuu chinh thuc39
Chirffng5:PHlNTiCHCAGM6lTRU'6lNGHO^TBONG40
5.1.Phan tich moi tru^ng vi mo40
5.1.1.Cdc yktd kinh ti40
5.1.2.Cdc yeu to tu nhien43
5.1.3.Anh hudng cua yeu to chinh triphdp luqt44
5.1.4.Anh huong cua yiu to cong nghe.46
5.2.Phan tich mol tnromg tac nghiSp46
5.2.2.Cdc doi thu cqnh tranh48
Trang 96.1.Muc tieu cua Cong ty Co phan Rau qua Thucphdm An Giang (Antesco) trong
giai itoqn 2013-201561
6.2.Hoqch dinh chien lucre kinh doanh tong quit.61
6.3.Ma trqn SWOT62
6.4.MatrqnQSPM636.5.Ke hoqch cdcbqphqn vdgidi phdp thuc hien65
6.5.1.Ke hoqch marketing65
6.5.2.Ke hoqch sdn xudt.68
6.5.3.Ke hoqch sdn xudt thanhphdm69
6.5.4.Ke hoqch nhdnsu69
6.5.5.Kihoqch tdichinh72
6.6.Quan tri rut ro72
6.6.1.Mi rogid72
6.6.2.Miro tin dung73
6.6.3.Bienphdpphong ngira ruiro73
Chinrng 7: KET LUAN & KIEN NGHI74
7.1.Ketluqn74
7.2.Kiennghi75
TAI Il^U THAM KHAO76 PHULUC79 Phu luc 1: BE ClfONG THAo LU4N CHO NGHIEN CUV SOBQ79 Phqlqc2:BANBANHGIACACMA TRANCVA CANBQQUANLY.80 Phu luc 3: MA TRANBANH GIA CA YEU TO BENNGOAI (EFE)81 Phu luc4:BE ClfONG THAOLUANVdlNHANVIENCHO NGHIENCVVSO BO81
Trang 10DANH MUC BANG
Bang 2.1: Mot so yeu to quan trgng cua moi truing vi mo6Bang 2.2: Ma trSn danh gia cac yeu to ben ngoai (EFE)12Bang 2.3: Matran hinh anh canh tranh13Bang 2.4: Matran danh gia ni b (IFE)14Bang 2.5: Xac dinh dilm vi trong so trong cac ma tran15Bang2.6: Matran SWOT21Bang 3.1: San lirong rau qua thuc pham xuat khau cua Cong ty 2010 - 2012 32Bang 3.2: Thi truing xut khau35Bang 4.1: lien do cac budc nghicn cuu38Bang 4.2: Nghien curu so bo38Bang 4.3: Nghien ctru chinh thuc39Bang 5.1: Gia ban le xang dau trong nude (VND/lit)41Bang 5.2: Kim ngach xuat khau rau qua cua Viet Nam giai do an 2000-2012 47Bang 5.3: Toe d tang trutong va ty trong cua kim ngach xuat khau rau quacua Viet Nam trong tong kim ngach xuat khau cua Viet Nam48Bang 5.4: Unh hinh thuc hifnso vdi ke hoach nam201149Bang 5.5: Ket qua hoat dqng Wnh doanh50Bang 5.6: Thong ke thi trufrng xuat khau rau qua 11 thang nam 201253Bang 5.7: Ma tran danh gia cac yeu to ben ngoai54Bang 5.8: Ma tr^n hinh anh canh tranh cua Cong ty Antesco55Bang 5.9: Nguon nhSn lire58Bang 5.10: Ket qua hoat dong kinh doanh trong ba nam 2010- 201259Bang 5.11: Ma trdn danh gid n6i bo60Bang 6.1: Ma tran SWOT cua Cong ty Antesco62Bang 6.2: Matran QSPM cua Cong ty Antesco64Bang 6.3: Ke hoach san pham va ke hoach gia65Bang 6.4: Ke hoach dsiu tu vi thu mua nguyen lif u 68
vii
Trang 11Bang 6.5: Ke hoach san xuat thanh pham69Bang 6.6: Ke hoach danh hieu thi dua cuoi nam72
Trang 12Hinh 2.1: M6i quan h gifra cac loai moi trirfrng5Hinh 2.2: Mo hinh nam tac l^e cua Michael E Porter7Hinh 2.3: Cac n^i dung chu yeu can phan tich vi doi thu canh tranh8Hinh 2.4: ChuSi giatri cuadoanh nghiep10Hinh 2.5: Ma tran pham vi hoat dong va loi the canh tranh16Mnh 2.6: Mo hinh nghien cun:24ETmh 3.1: So do to chwc Cong ty 27Hinh 3.2: San lirgmg rau qua thuc pham xuat khau cua Cong ty 2010 - 201233Mnh 3.3: Thi trufrng xuat khau34ffmh 3.4: Hinh anh san pham36mnh 4.1: Quy trinh nghien cuu37
mnh 6.1: Ma tran pham vi hoat dong- ltd the canh tranh cua Cong ty Antesco 61
Hinh 6.2: Ke hoach san pham cua Cong ty Antesco66
mnh 6.3: Ke hoach gia cua Cong ty Antesco 66
Trang 13KY HIEU VA VIET TAT
IQF: la viet tit cua tir "Individual Quick Frozen" nghia la cap dong nhanh tungcathe
Nxb: NM xuit ban
TP: Thanh ph6
PGS.TS: Phd giao su, tiinsi
NHNN: Ngan hang nha nude
HACCP: la viet tat cua tit 'Hazard Analysis and Critical Control Points" nghia
la Phan tich moi nguy va diem kiem soat tdi han
BRC: la viet tat ciia tir "British Retail Consortium" nghia la tieu chuan cuaHiep hoi cac nha ban le Anh
GLOBAL GAP: la vi6t tit cua tir "Global Good Agricultural Practices" nghia
la thtrc hanh nong nghiep tot toan cau
ISO 22000:2005: la he thong quan ly an toanthuc pham
WTO: la viSt tit cua tir "World Trade Organization" nghia la t6 chiic Ihuongmai lh gidi G20: 20 nin kinh t@ ldn nhit (hi gidi bao gom mudi chin quoc gia valien minh Chau Au
NHTW: ngan hang trung ucrng
Eurozone: khu vuc dong tien chung chau Au
KNXKRQ: kim ngach xuat khau rau qua
KNXK: kim ngach xuit khlu
CP: co phan
HALAL: theo ngon ngil A Rap co nghia la 'hop phap" hoac cho phep, chungchi Halal La chiing chi xac nhan san phim khdng cd cac chat cam theo yeu cauShari'ah Islamia (Luat Hoi giao) va dap ling yeu cau ve ve sinh thuc phim trongqua trinh sin xuit
Bo NN va PTNT: bo nong nghiep va phat trilnndng thon
XNK xuit nhap khiu
CBCNV: can bo cong nhan vien
Trang 14SVTH: Nguyen Hoang NamTrang 1
Chuong 1: T6NG QUAN
1.1 Co- so-hinh thanh de tai
Tinh hinh kinh te thd gidi vn chua phuc hdi do van chiu inh hudng cua cuockhung hoang kinh td thd gidi 2008-2009 va khung hoing no cdng cua Chiu Au dalam dieu dung hai nen kinh te ldn cua the gidi la My va Chau Au, sau do do nhanhchdng Ian rdng sang nhidu qudc gia, khu vyrc khac va anh hudng khdng it tdi hiuhit cac nude tren thd gidi ndi chung va ^et Nam ndi rieng trong viec giao luu, hoptac thuefng mai giua cac nude vdi nhau Toan bp nen kinh te bi day vao tinh trang
suy thoai nghiem trpng, hau het cac nude deu d miic tang trudng am.
Dat nude ta dang tren da phat trien va hoi nhip vdi nen kinh te the gidi, cungvdi qua trinh toan cau hda dang dien ra manh me da lam moi trudng kinh doanhngay cang phuc tap va mang tinh canh tranh ngay cang khoc liet hon, day rui rohon Vi the, cac doanh nghiep ndi chung va cac doanh nghiep Met Nam xuat khaundi rieng mudn ton tai va phat trien trong thai ky khd khan nay can phai xem xet laithuc trang cua ban thin doanh nghiep minh de tu do dua ra nhung 'hudng di dung
dan" cho minh
Cong ty Co phin Rau qua Thuc phim An Giang (Antesco) la mot trong nhungCong ty hang dau tai Met Nam trong llnh vuc san xuat va xuat khiu cac san phimrau qua nhiet ddi ddng lanh IQF va ddng hop, dac biet, mat hang hap non hien dang
d vi tri din diu, chinh vi thi ma cum tu 'Bip non Antesco- Met Nam" trd nen hitsue phd bien ddi vdi cac thucmg nhin nude ngoai kinh doanh trong linh vuc rau quathuc phim Tuy nhien, Cong ty mudn ton tai va phat trien trong thdi ky khd khannay thi ddi hdi cac nha quan ly cua Cong ty phai cd su phin tich tot ve mdi trudngkinh doanh va vach ra mpt k hoach kinh doanh phu hop dd ling phd vdi nhung thayddi tir mdi trudng va su canh tranh td cac ddi thu Cd nhu the Cong ty mdi cd thegiu vung va phat trien vi the cua minh
Tit nhung ly do tren, tdi nghl viec thuc hien dd tai "Lip ki hoach kinh doanhcho Cong ty Co phan Rau qua Thuc phim An Giang (Antesco) giai doan 2013-2O15."lacinthidt
Chuong 1: Tong quan
Trang 151.2 Muc tieu nghien cuu
Tim hieu thuc trang ket qua hoat dqng kinh doanh ciia Cong ty Co phin Rauqua Thuc pham An Giang
Phan tich moi truong ben ngoai dg chi ra duqc ca hoi va de doa cho nganh xuatkhau rau qua thuc ph&n noi chung va Cong ty Co phSn Rau qua Thqc pham An
Giang noi rieng.
Xac dinh dilm manh va diSm y^u cua Cong ty qua viec phan tich moi truong
ben trong.
L4p ke hoach kinh doanh phu hop cho Cong ty trong giai doan 2013-2015
13 Pham vi nghien cuu
Ve khong gian: Nghien ciiu duqc thuc hien tai Cong ty Co phan Rau qua ThucPham An Giang (Antesco)
Ve thM gian: Nghien cuu duqc thuc hien tit ngay 14/01/2013-14/04/2013
Ve doi tuqng nghien cuu: Kg hoach kinh doanh cua Cong ty C6 phn Rau quaThuc pham An Giang
1.4 Phuong phap nghien cuu: gom 2 giai doan
1.4.1Nghien cuu so1 bo
Tim th6ng tin tren cac phuong tien truyen thong nhu: bao, dai, internet,sach va, chuyen de khoa luan trudc, cac bao cao cua Cong ty nhSm tim ra
cac ca hoi, de dpa, diem manh va diem yeu cua Cong ty.
1.4.2Nghien cuu chinh thuc
Dua tren nhung phan tich duqc dua ra trong nghien cuu kham pha dgxay dung duqc cac chign luqc cho Cong ty, tut do tign hanh ph6ng vanchuygn sau cac truimg pho phong, nhan vign cua Cong ty nhihn hoach dinh
kg hoach kinh doanh cho Cong ty
1.5 Y nghia
La tai lieu tham khao huu ich cho Cong ty trong viec lap kg hoach nang caohieu qua hoat dqng kinh doanh
La tai lieu tham khao cho sinh vign lam nhung dg tai tuang tq
La ca hoi cho chinh ban than cung c6 lai kign thuc va co nhigu kinh nghiemthuc tiln
Chucmg 1: Tong quan
Trang 16SVTH: Nguyen Hoang NamTrang 3
1.6 Ket cau bai bao cao nghien ciin gom 7 chuomg
Chuamg 1: Md daa Chuang nay bao gom cac phan: Co so hinh thanh, muctieu nghien ciiu, pham vi nghien ciiu, so luqc phuang phap nghien ciiu va y nghia
cua de tai.
Chucmg 2: Cor sor ly thuyet Chuang nay se gidi thieu ve cac khai niem lienquan den ke hoach kinh doanh, cac buac lap ke hoach, cac mo hinh ly thuyet duac
ap dung trong bai nghien cuu va cuoi chuang se dua ra mo hinh nghien ciiu
Chucmg 3: Gioi thieu chung ve Cong ty Co phan Rau qua Thuc pham AnGiang (Antesco) Chuang nay se gidi thieu ve Cong ty Co phln Rau qua Thucpham An Giang (Antesco), lich s^r hinh thanh va phat trien, dinh hudng phat trien,
ca ciu to chiic, Chiic nang cua Hoi S6ng Quan Tri, Ban Ki&n Soat, Ban TongGiam Doc va cac Phong Ban, gidi thieu tong quan ve linh vuc kinh doanh va mot sohinh anh ve san phSm cua Cong ty
Chuamg 4: Phnwng phap nghien cua Chuang nay s gidi thieu ve cac budcnghien ciiu, cac loai du lieu va phuang phap thu thap cac dfl lieu can thiet duqc sudung trong nghien ciiu
Chuamg 5: Phan tich cac moi truong ho at dong cua Cong ty Co phan Rauqua Thuc pham An Giang (Antesco) Phan nay bao gom cac phan tich ve moitrudng ben trong va ben ngoai, tit do chi ra cac ca hoi, de doa cho nganh cung nhuchi ra cac diSm manh va di6m ygu cua Cong ty
Chucmg 6: Hoach dinh ke hoach kinh doanh cho Cong ty Co phan Rau quaThuc pham An Giang (Antesco) Day la phin trong tam ciia nghien ciiu, bao gdmcac hoach dinh tong quat cho Cong ty va phan hoach dinh ke hoach cho cac bo phan
Trang 171 Pham Ngpc Thiiy 2002 Kg hoach kmh doanh TP H6 Chi Minh: Nxb Dai hoc Qu6c gia TP H6
ChiMinh.
Chinrng 2: CO SO LY THUYET
2.1 Ke hoach ldnh doanh1
2.1.1.Khai niem ke hoach kinh doanh
KS hoach Huh doanh la mot ban tong hop cac npi dung chiia trong cac ke
hoach bp phan bao gom ke hoach marketing, ke hoach san xuat, ke hoach nhan
su, ke hoach tai chinh m^ doanh nghiep dir HSn thuc hien trong thai doan tu 3-5
nam.
Npi dung ke hoach Hnh doanh nham mo ta, phan tich hien trang hoat dpngben trong doanh nghiep va ben ngoai doanh nghiep (moi tnrang Hnh doanh,tren ca sd do dua ra cac hoat dpng dir Hen can thiet trong tiromg lai nham datmuc tieu ke hoach d^ ra) Vdi cac phan tich vS ngudn luc cua doanh nghiep, vgmoi tnrdng Hnh doanh, ve d6i thu canh tranh, kg hoach Hnh doanh se dua racac chien lupc/ke hoach thuc hien cimg cac du bao ket qua hoat dpng Hnhdoanh trong khoang thai gian ke hoach
2.1.2.Lai ich cua viec lap ki hoach kinh doanh
Viec lap ke hoach Hnh doanh rat co ich trong liec phoi hop giua cac bpphan cua doanh nghiep;
Giup doanh nghiep tap trung duac cac y tucmg va danh gja tinh kha thi cuacac ca hoi trignkhai cua doanh nghiep;
La cong cunham dinh hudng hoat dpng cua doanh nghiep;
La cong cu truyen dat thong tin npi bp \i trong do xac dinh ro cac muc tieudoanh nghiep can dat;
La ca sa cho cong tac hoach dinh tai chinh oua doanh nghiep
2.1.3.Qua trinh lap mot ban ke hoach Hnh doanh: thuang trai qua cac giai
doan sau:
Chuln bi-^ Thu thap thong tin-> Tong hop va phan tich thong tin-> IBnhthanh chien lupc va ke hoach hoat dpng-^ Luang hoa va tong hop yeu cau venguon luc-^ Phan tich va danh gia ket qua-^ Phan tich rui ro-^ Giai doan hoan
tat.
Chuang 2: Ca sfr ly thuyet
Trang 18Trang 5SVTH: Nguyln Hoang Nam
2Huynh Phu Thinh 2009 Tai lieu giang day ChiSn bgc kinh doanh Tnrcmg Bai hoc An Giang 3Garry D Smith (et al) 1989 Bussiness strategy and policy H-M company Dan theo Huynh Phu
Thinh 2009
JTinh 2.1: Moi quan he giua cac load moi truong
Moi trucrng vi mo; Gom cac yeu to nam ben ngoai to chtic dinh Mnh va anh
hucmg dSn moi tnrcmg tac nghiep cung nhu hoan canh noi bo cua t6 chute no tao
ra ca hoi va nguy co doi vdi to chiic
Afdi trucrng tdc nghiep: Bao ham cac yu t6 ben ngoai t6 chiic, dinh hudng
su canh tranh trong nganh.
Hoan canh noi ho: Bao g6m cac ngufin lute cua t6 chiic, con duqc gpi lamoi tnrcmg noi bo cua doanh nghiep
Cac hoat dong chu yeu:
1.Quanly dauvao
2.Quan ly van hanh
3.Quanly diura
4.Marketing& ban hang
5.Dich vu khach hang
MOI TRlTCJNG NQIBQ
MOI TRlTOfNG TAC NGHODEP
1 B6i thu canh trahh2 B6i thu tiim in
3 Ngubi mua4 Nha cung cap
5 San phim thay the
MOI TRtTCXNG VI MO
1 Moi tnrcmg kinh te2 Moi tniong chbh tri va phap bat
3 Moi tniong van hoa — xa hpi — dan so 4 Moi tniong tir nhien
5 Moi tniong cong nghe
2.2 Phan tfch moi tracing kinh doanh Cong ty dang hoat dong2
2.2.1 Moi quan he giua cac loai moi tracing3
Chucmg 2: Co so1 ly thuyet
Trang 19Su thiSu hut ngi^en BSu.
Su thieu but nang bong
6 nhiim moi truongAnh hudng cua dieu kien dia ^y;
Chi phi cho nghiSn curu va phat trien trong
sach va pbat trien;
Miic chi ngan sach Nha nude cho ngan
Yeu to cong nghe Lao dpng nu.
Trinh dp nhan thuc chung cua xa hoi;
M6i quan tarn va uu tien cua xa hoi;
NghS nghiep;
LdisdngQuan diSm ve dao due va thlm n^r,Phong tac, tap quio, tn^Sn thdngVai trd va dia vi
Cac nhdm chuln muc;
Giai t^ng xa hoi;
Nhanh van hda;
Nen van hda;
Yeu to van hda xa hoi
Do thi hda
Su djch chuySn dan s6 va dan cu;
Tuoi thp va ti IS sihh to nhien;
phan phoi thu nhap;
vS: tu5i gidi tinh, dbi toe, nghS n^nep,
Ket cau va xu hudng thay doi cua dan so
T6ng s6 dan va ti IS tang dan s6;
Yeu to nhan khau hoc
Miic 6n dinh vS chinh tri
Quy dinh ve quang cao va khi^fSn mai;
Cac qvy dinh vS ngoai thuong
Chinh sach uu dai (nhu uu dai ve dau tu);
Cac bat thuS;
Luat bao ve moi tnioog
Qay dihh vS canh tranh, chSng doc qi^Sn;
Cac quy djnh vS cho vay tiSu dung
Yeu to chinh tri - phap luat
Can can thanh toan
Ti IS tiSt kiSm, nor va kha nang vay tiSn;
Phan phoi thu nhap;
Ty IS that nghiep;
Ti gia h6i doai;
Chinh sach tien te;
Chihh sach tai chihh;
Lai suat ngan hang;
Chvang 2: Cascrly thuyet
Trang 20TrangiSVTH: Nguyen Hoang Nam
4 Michael E Porter 1985 Competitive strategy Newyork: Free Press Din theo Huynh Phu Thinh
2009.
^nh 2.2: Mo hinh nam t^e luc cua Michael E Porter
Nguy ca tu doi thu c^nh tranh mdi
1
2.23 Moi trufrng tac nghi^p
Moi truang tac nghiep (con goi la moi truang vi m6, moi trucmg nganh haymoi tnrang c^nh tranh) dugc xac dinh doi vtri moi nganh kinh doanh cu the vagan true tiep vdi timg doanh nghiep trong nganh PhSn Ian cac hoat dong va sircanh tranh cua doanh nghiep xay ra a day Do moi tnrang tac nghiep quyet dinhtinh chit v^ muc d^ canh tranh trong mot nganh kinh doanh nen chia khoa dexay dung chien luge kinh doanh thanh cong la Cong ty phai phan tich cac anhhudng cua no Cong viec nay dugc ggi laphdn tich cau true nganh kinh doanh
Ta se ap dijng mo hinh nam tac luc cua Michael E Porter^ de phan tich cau
true nganh kinh doanh Theo mo hinh nay, 5 yiu t6 ca ban tao thanh b6i canhcanh tranh cua mot doanh nghiep la: doi thu canh tranh, nguai mua, nguai cungcap, doi thu tiem an va san phim thay the Mo hinh nay dugc trinh bay is hinh
2.2
Chuong 2: Ca set ly thnyet
Trang 21s Michael E Porter 1985 Tai lieu da din
Hinh 2.3: Cac noi dung chu yiu can phan tich ve doi thu canh tranh
Cac tiem nang
Cac diSm manh va
diem yiu cua d6i thu
ban than va ve
Cac gia tMet
Dupe doi thu datra vi
Cac van de can tra loi ve doi thu canh tranh
-Doi thu co hai long vdi vi tri Men tai khong?
-NhQng budc di hay dich chuyen chiin kpcnao d6i thu co thi se thuc Men?
-Diem yeu ciia doi thu canh tranh?
-Diiu gi kich tMch d6i thu canh tranh tra dua
i?di thit canh tranh
Muc tieu tuong lai
(i tit ca cac cap quan tri
Nh&ne dieu doi thu canh tranh dans lam va co the Kan ftuoc
CMen lupc Men taiCong ty d6 dang canh tranh
Doi thit canh tranh: Tfnh chit vac cuong dp canh tranh gjua cac Cong tyMen tai trong nganh phu thupc vao cac yeu to sau: so lupng doi thii canh tranh,
su tuong dong ve quy mo, t6c dp tang trudng ciia nganh, nganh co nang lupng
du thua, cM pM co dinh va cM pM lmi kho cao, tMeu vang su khac Met cua sanphim va cM pM chuyen doi, tinh da dang cua nganh, su dat cupc vao nganh, cacrao can nit Mi Cac npi dung chu yeu ciia viec phan tich doi thu canh tranh dupeth6Menahinh2.35
Chucmg 2: Ccf sfr ly thuyet
Trang 22SVTH: Nguyen Hoang NamTrang 9
Khdch hang: la mot phan khong tach red cua Cong ty Su tin nMem cuakhach hang la tai san co gia tri nhat cua Cong ty
Nhd cung cap bao gim cac doi tupng: Ngudi ban vat tu thiSt bi, congding tai chinh, nguin lao dpng Ho co the gay ap lite manh va tao bit lqicho doanh nghiep
Ddi thu canh tranh tiim dn: C6 the la yiu t6 lam giam loi nhuan cuaCong ty do ho dua vao khai thac nang lire san xuat mdi, vdi mong muongianh duac thi phin va cac nguon lttc can thiet De ngan cMn sir xam nhapcua doi thu canh tranh mdi, Cong ty can duy tri hang rao hop phap de ngan
can sir xam nhap tir ben ngoai.
San phdm thay the: La cac san phim co cimg cong dung nhu san phamcua nganh, tiic la co kha nang thoa man cimg mot loai nhu cau cua khachhang Cac san pham thay the han che miic loi nhuan tiem rwng cua nganh vichiing dat ra miic toi da doi \(n san phim cua cac Cong ty hien tai trongnganh Cac loai san phim co thi thay thi cho nhau se canh tranh vdi nhautren thi tnrdng Khi gia san phim chinh tang thi ngurdi tieu dung cd khuynhhudng sir dvmg san phim thay the va nguoc lai Dieu do goi la do co gidncheo cua cau theo gia Che tnrdrng hop can quan tarn den san phim thaythe: Khi sin phim thay the cd gia re hon dang ke so vdi san pham cuanganh; Khi nganh cd mire loi nhuan cao
2.2.4 Phan tich noi bo doanh nghiep
Phan tich npi bo doanh nghiep ddng vai tro quan trpng trong viec hoachdinh chien luoc cho Cong ty vi no giup doanh nghiep xac dinh loi the canhtranh so vdi dii thu canh tranh trong nganh
Toan bp hoat dpng cua doanh nghidp dupe chia lam 2 loai chinh: cac hoatdpng chu yiu va cac hoat dpng h trp, dupe thi Men trong Mnh 2.4
Chuang 2: Cu sfr ly thnyet
Trang 23Cdc hoat dong chu yiuHinh 2.4: Chuoi gia tri cua doanh nghiepCdc hoat dong chu yiu (nim ben dudi cua chudi gia tri): La hoat dongmang tinh chit lien quan true tiep tdi vi^c tao ra, ban \i chuyen giao san phim(thuc chat la gia tri gia tang) cho khach hang cung nhu cong tie hau mai Bao
gom:
Hau can dau vao/ dau ra: Bao gom cac hoat dong lien quan den \iec tiep
nhan, ton tru va quan ly cac yeu to dau vao cung nhu dau ra nhu: Tiep nhin dau
vao (may mdc, thiet bi, nguyen vat lieu), Quan ly ton kho nguyen lieu, banthanh pham va thanh phim, Lap lich trinh hoat dong cho cac phucmg tien, kg
hoach van chuyen, tri lai hang cho nha cung ung
Van hdnh: Bao g6m cic hoat dng nl^n chuyen cic yiu ti dau vao thanhsin phim cuoi cung nhu: Lap rip, van hanh miy mdc, thiet bi bio duong miy
mdc va thiet bi, dong gdi bao bi, kiem tra, in an
Hau can dau ra: Bao gom cic hoat dong de dua sin phim tdi khich hangcua doanh nghiep nhu: quin ly bin thanh phim, ton tru thanh phim, van hanhcic phuong tien phan phoi, quy trinh dat hang va xu ly cic don dat hang, xaydung lich lam viec
Marketing va ban hang: Gom cic hoat dong lien quan den viec cung cipphuomg tien de khich hang mua sin phim hoac thuc diy ho mua sin phim nhu:Quing cio, khuyen mai, dinh gii, chao bin, lua chon va thiet lap quan he vdi
cic kenh phan phoi
Dich vu khach hang chu yiu bao gom cic hoat dong: Hieu chinh sin phim,giii quyet yeu cau va khieu nai cua khich hang
Hau can dau ra
Vanhanh
Trang 24Cac hoat dong hd tro (nim ben tren cua chudi gia tri): Se ho tra cho cachoat dong chu yeu va ho tra lin nhau Cac duong net diit thi Men ring thu mua,phat trien cong nghe va quan tri nguon nhan luc co thi kit hop vdi mdi hoatdong chu yeu cung nhu ho tra cho toan bo chudi Co sd ha ting cua doanhngMep khdng lien kit vdi mot hoat dong chu yiu rieng le nao ma cM ho trp chotoan bo chudi gia tri Bao gdm:
Thu mua: Thu mua de cap chiic nang mua tat ca cac yeu to dau \ao duac sue
dung trong chuoi gia tri nhu: Thu mua nguyen vat lieu tho, thu mua nang luang
va nMen lieu, thu mua may moc, tMet bi thi ngMem, tMet bi van phong, nha
xuong, thu mua phin mim quan ly, quan ly ngudn cung ung
Phat trim cong nghe: La cac hoat dong co lien quan den cac no luc cai tien
san phim va cac quy trinh hoat dong cua Cong ty, co vai tro quan trpng vdi lai
the canh tranh trong nganh.
Quan tri nguon nhan luc bao gom cac hoat dong nhu: tuyin dung, thud
mudn lao dong tarn thai, huan luyen- dao tao, phat trien va tra cong lao dong.
Co so ha t&ng cua doanh nghiep bao g6m cac hoat dong nhu: He thdngqu^n ly chung, hoach dinh tai cMnh - ke toan, phap ly va quan he vdi cMnhquyen, he thong quan ly chit luang trong do, tinh Mnh tai cMnh cua Cong tyduac do luang qua bao cao ket qui hoat dong kinh doanh
2.3 Cac cong cu cung cap thong tin xay dung chien luoc
2.3.1 Ma tran danh gia cac yeu to ben ngoai (EFE)
Ma tran EFE la cong dung giiip torn tat va luang hda nhung anh hudng cuacac yiu td trong moi trudng ben ngoai tdi doanh ngMep Viec phat tridn ma tranEFE gom 5 budc:
Budc 1: L|p danh muc cac co" hpi va de dpa chu yiu, cd vai tro quyetdinh doi vdi sir thanh cong cua cac Cong ty trong nganh nhu da nhan dien trongqua trinh phan tich moi trudng vi mo va tac ngMep Danh muc nay bao gom tu
10 din 20 yiu ti (php thuoc quy mo cua Cong ty)
Budc 2: Xac dinh tarn quan trong cua moi yeu to (trong so) Tarn quantrpng cua moi yeu to duac cho diem so duac cho tu 0,0 (khong quan trpng) den1,0 (rat quan trpng) Diem trpng so cang cao chung to yeu to cang cd tac dongldn dii vdi su thanh cong cua cac Cong ty trong nganh Muc trpng si tMch hap
cd the duac xac dinh bang each so sanh nhung Cong ty khdng thanh cong trong
SVTH: Nguyin Hoang NamTrang 11Chuang 2: Co sit ly thuyct
Trang 252.3.2 Ma tran hinh anh canh tranh
Ma tran hinh anh canh tranh nhan dien nhung doi thu canh tranh chu yeucung cac dilm manh va dilm ylu cda ho Ma tran nay bao gdm cac ylu td benngoai Ian cac ylu td ben trong cd tarn quan trong quyet dinh den su tMnh cdngcua doanh nghiep Ngoai ra, trong ma trSn hinh anh canh tranh, cac ddi thu canh
Dilm cd trong so
Bilm
Trong so
Ting Ylu td k
nganh, hoac thao luan va dat duac su nMt tri cua nhdm xay dung chien lucre.
Tdng so cac muc phan loai phai bang 1,0 Nhu vay, sir phtin loai dua tren eff
so nganh.
Buoc 3: Danh gia kha nang phan ling cua Cong ty doi vdi cac eff hoi, dedoa KM nang doi phd cua Cong ty doi vdi moi ca hoi, de dpa duac cho diemtir 1 din 4 Trong d6 4 = phan ung rdt tot, 3= kha t6t, 2= kha yeu va 1= r^t ygu(day la thang diem cl^n, khong co diem trung binh) Diem kha nang phan ung
dua tren nang luc cua Cong ty.
Buoc 4: Xac dinh diem co trong s6: Vdi moi ca hoi, de doa, ta nhan tarnquan trong cua no vdi so diem danh gia kha nang phan ting ctia Cong ty (bangbudc 2 x budc 3) de xac dinh so diem cd trong so
Buoc 5: Xac dinh t^ng diem: Cpng diem cd trong so cua tat ca cac bien so
de xac dinh tong diem cd trong so ctia to chtic
Bat ke so luang yeu to trong ma tran, tong diem cd trong so cao nhat ma
mot Cong ty cd the cd la 4,0, thlp nhit la 1,0 va trung bmh la 2,5 Tdng dilm cdtrong so la 4,0 cho thay chien luac ctia Cong ty tan dung tot ca hoi ben ngoai vatdi thieu hda anh hudng tieu cue ctia moi trudng ben ngoai len Cong ty
Bang 2.2: Ma tran danh gia cac yeu to ben ngoai (EFE)Chuang 2: Cor sfr ly thuyet
Trang 26Trang 13SVTH: Nguyln Hoang Nam
2.3.3 Ma tran danh gia noi bo (IFE)
Viec phan tich moi trudng tac nghiep cua doanh nghiep giup ta xac dinhdugc nhung nhan to thanh cong chu yeu cua nganh Phan tich chuoi gia tri cuaCong ty, ta se xac dinh dugc nhung di&n manh va diSm ySu cua Cong ty d6ivdi timg nhan to do Tiep theo, ta dimg ma tran danh gia noi bo (IFE matrix-Internal Factors Environment matrix) de danh gia dinh lugng cac diem manh vadiem yeu quan trgng do Ma tran IFE dugc phat trien theo 5 budc:
Buac 1: Lap danh muc cac nhan to thanh cong chu yeu Danh muc nay
bao gom tr 10 den 20 y^u to (phu thudc vao quy mo Cong ty)
Buac 2: Xac dinh tarn quan trgng cua moi nhan to (trong so) Tarn quan
trong moi nhan to dugc cho diem tu 0,0 (khong quan trong) den 1,0 (rat quantrong) Trong so cang cao chiing td yeu to cang co tac dong ldn doi vdi thanhcong cua cac Cong ty trong nganh Muc trong so thich hgp co the dugc xac dinhhing each so sanh nhung thanh cong vdi Cong ty khong thanh cong trong
tranh cung se dugc xem xet va tinh tong so diem quan trong Tong so diem
dugc danh gia cua cac Cong ty canh tranh dugc so sanh vdi cac Cong ty dang
nghien ciiu Viec so sanh cung cap cho ta nhieu thong tin chien luge quan trong Cach xay dung ma tran hinh anh canh tranh tuong tu nhu each xay dung ma tran danh gia cac yeu to ben ngoai.
Bang 2.3: Ma tran hinh anh canh tranhChucrng 2: Co sfr ly thuyet
Trang 272.3.4 Cach xac dinh diem va trong so trong cac ma tran
Dua vao phuong phap chuyen gia bang each la phdng van chuyen sau cacTrudng, Pho phong va nMn vien Phong Kinh doanh- Tiep thi bang cac ban hoi,ket qua thu ve la cac ban co diem va trong so dugc cho theo quan diem cua timgngubi, sau do, diem va trong s6 dugc tinh nhu vi du a bang 2.2 sau:
Diem cd trong soDiem
Trong s6
TongYeu to k
Bu&c 3: Banh gia nang luc cua Cong ty doi vdi moi nhan to thanh cong.Nang luc dugc cho diem tir 1 (rSt yeu) d^n 4 (rat manh) Diem danh gia nangluc cua Cong ty doi vdi m6i nhan t6 thanh cong dya tren nang luc cua Cong
ty-Buffc 4: Xac dinh diem co trong so: Vdi moi nhan to, ta nhan trong so cua
no wi so diem danh gia i^ig luc cua Cong ty (bang budc 3 x biidc 2) de xac
dinh so diem co trong so.
Buac 5: Xac dinh tong diem danh gia nang luc canh tranh cua doanhnghiep: Cong tong so diem cd trgng s6 cua tat c4 cac nhan to de xac dinh tongdiem danh gia nang luc canh tranh cua doanh nghiep
Bat ke ma tran IFE co bao nhieu yeu to, tong so diem danh gia nang luccanh tranh cao nhat ma mot Cong ty co the cd la 4,0 thap nhat la 1,0 va trungbinh la 2,5 Tong so diem ldn hon 2,5 cho thay Cong ty co nang luc canh tranhmanh va nho hon 2,5 cho thay Cong ty yeu
Bang 2.4: Ma tran danh gia noi bo (IFE)Chuang 2: Co sir ly thuyet
Trang 28Trang 15SVTH: Nguyln Hoang Nam
s HuynhPhu Thinh 2009 Tai lieu da din.
Diem chuyen gia: la diem do cac chuyen gia nhan dinh co gia tri tir 1
(rSt ySu) dSn4 (rit manh).
Trong so chuyen gia: la trong do cac chuyen gia nhan dinh co gia tri tit
1 (khong quan trong) den 10 (rat quan trong)
Diim kit qua: la dim ghi vao cac ma tran = tong di8m theo ttmg yeuto/so chuyen gia (vi du: diSm ket qua cua yeu to A = 11/4= 2,75)
Trong so kit qua: la trong s6 ghi vao cac ma tran= t6ng trong s6 cuatimg ygu t6/ t6ng cua t6ng trong s6 cac yeu t6 (vi du: trong s6 cua ygu t6A= 35/71= 0,49)
2.4 Cac cong cu hoach dinh chien lucre
2.4.1 Cong cu chon chien lucre kinh doanh tong quat: Ma tran pham vi
ho at dong va loi the canh tranh.6
Trong moi truong canh tranh gay gat Men nay, de thanh cong va ton tai laudai, mot doanh ngMep cin phai tao ra duqc lqi th canh tranh Theo Michael E.Porter, lqi the canh tranh duqc the Men dudi 2 dang cor ban: cM pM thap vakhac Met hoa Ket hop 2 dang lqi the canh tranh vdi pham vi hoat dong cuadoanh ngMep (rqng/hep), ta duqc 4 cMen luqc canh tranh tong quat cap dorn vikinh doanh:
1
0,14 0,37 0,49
Tr so
3,50 3,25 2,75 Diim KetquS
71
10 26 35
Tr s6
38 14 13 11 Diem Tong
TSng 4 8
8
Tr s6
4
44
Diem Chuyen gia4
3
7 10
2
69
Tr so
333
Diem Chuyen giaZ
1
58
Trang 29Hinh 2.5: Ma tran pham vi hoat dpng va loi the canh tranh.
Chiin lucre chiphithip nhat:
Doanh nghiep vuert troi doi thii canh tranh bang each san xuat san phlm tieuchuan hoa cao va gjam gia thanh xuong muc thSp nhat trong nganh Voi giathanh san phlm thlp, Cong ty co kha mng dinh gia ban thlp so vdi d6i thii, ttr
do tieu thp khoi lucmg ldn san ph&n, giiip diy manh san xuat, tiep tuc ha giathanh san pham (hieu ung duimg cong kinh nghiem va hieu ung quy mo) 0day, Cong ty chu trpng tdi loai gia tri gja tang npi sinh
Viec xay dung, phat trien bp phan san xuat va quan ly vat tu, nguyenlieu la quan trpng nhat
PftVM Rpng
VI
HOAT
vao khac bif t hoa
2 Khac biet hoa
3 a Tap trung dira
vao chi phi thap
1 Chi phi thap
-Chien lupc chi phi thap nhat,
-Chien lucre khac biet hoa san pham,
-Chien lucre tap trung:
+ Chien lucre tap trung dua vao chi phi thap,
+ Chien lucre tap trung dpa vao khac biet hoa
LOfI THE CANH TRANH
Chi phi thSpTinh khac Met
Chucrng 2: Co sfr ly thnyet
Trang 30SVTH: Nguyen Hoang NamTrang 17
Uu diem:
Cong ty co thi ban san phim vdi gia thip hon dii thii canh tranh mavan giO nguyen led nhuan Niu ban cung miic gia thi Cong ty co chi phithip htm se dat lod nhufn cao hom
Khi xay ra chien tranh gia, Cong ty se chiem dupe lod the dang ke.Cong ty de dang chiu dung dugc khi co sue ep tang gia cua cac nhacung clp hoac san pham bi giam gia
Cong ty co vi the manh trong quan he vdd nha cung cap (vi thucmg muanguyen lieu voi so luong Ion de dap ling quy mo sin suit ldn)
N6u xuat hien san phim thay thi, Cong ty co thi giam gia san phim dicanh tranh va giu nguyen thi phin
Cong ty co the tao ra rao can khong cho cac Cong ty khac xam nhap thi
truong.
Nhuuc diem
D6i thh co thi tim raphuong phap san xuat voi chi phi thap hon
Doi thu co the dat dugc chi phi thap nha tiet Hem chi phi lao dgng.D6i thu co thi bit chuoc phuong phap san xuit cua Cong ty
Cong ty co the b6 qua hoac khong dap ling dugc su thay doi ve thi hieuciia khach hang do muc tieu chi phi thip
Chiin lucre khac Met hoa
Chiin luge nay dat trgng tarn vao viec tao ra su khac hiet giua Cong ty sovoi cac doi thu trong nganh, di tir do dat ra miic gia cao hon miic trung binhciia nganh ma khach hang vin vui long chap nhan Cong ty co thi tao ra su khacbiet nha vao nhieu yeu to nhu: san phim, thai gian, khong gian, dich vu, thuong
Trang 31Cong ty co the chiu dung ducrc su tang gia nguyen lieu tot hern so vdicac Cong ty co chi phi thap.
Su trung thanh ciia khach hang vdi thuong Meu cha Cong ty co the bidanh mat do chit lupng san pham khong ngung duac cai tMen va khachhang co day du thong tin ve cac san phim canh tranh
Cong ty dl mic sai lam la dua vao san phim cac dac tinh khac Met tinkem doi vdi Cong ty rihung khach hang khong can va khong xem trong.Nhu ciu va tM MSu khach hang cd thi thay ddi din tdi cac khac Metciia Cong ty khong con cd y nghia ddi vdi khach hang
CMen luac tap trung:
Cong ty cM canh tranh tren quy md hep bang each tap trung cung cap sanpham/dich vu cho cac phan khiic tM trudng nhd nhung Mp din (thi truanggoc/hoc/ngdch-niche market) Vdi loai cMdn lucre nay, Cong ty cd 2 hudng
chon lua:
CMen luac tap trung theo hu&ng chi phi thap: Cong ty khai thac su chenhlech ve gia d mot khiic thi trudng dac Met Do nhu ciu cda cac nhdm khachhang va rit khac Met nen he thdng san xuit va giao hang phuc vu tdt nhit chonhdm khach hang khac nhau thudng khac nhau Vi thd, neu mudn thda man tat
ca cac nhdm khach hang tM Cong ty phai bd ra cM pM rat ldn Nguac lai, neu
cM phuc vu mot nhdm khach hang, Cong ty cd the bd ra it cM pM ma kha nang
thda man nhu cau khach hang lai cao horn.
Chien luac tap trung theo hu&ng khac Met hoa: Cong ty chu trong din cacnhu ciu dac Met cua ngudi mua la mot phan khuc thi trudng nhit dinh
C^c dieu Men can tMet de Cong ty cd the ap dung cac loai cMen lucre taptrung la:
Chumg 2: Or sfr ly thuyit
Trang 32SVTH: Nguyen Hoang NamTrang 19
7 Huynh Phu Thinh 2009 Tai lieu da dSn.
Phai ton tai su khac biet dang ke giua cac khiic thi trudng;
Bdi thu khdng thd dap tog t6t nbu cSu cua khiic thi trudng gdc b3ng Cong
ty-U"u diem:
Cong ty co kha nang cung cap san pham doc ddo ma doi thu khong thelam dupe
Cong ty co uu the trong quan he vdi khach hang bdi Cong ty la nguoi
duy nhat co the cung cap san pham do.
Cong ty co the gjam moi de dpa tir cac san pham thay the va tao ra raocan d6i vdi cac d6i thu canh tranh ti^m nang
Cong ty co the tao ra nhung san ph&n co miic do khac biet hoa cao, dapling nhu cau khach hang riha hieu ro phan khiic thi truong ma minh phuc
vu.
Nhuoc diem:
Cong ty bat loi trong quan he vdi nha cung dp do quy mo nhd, vi th8Cong ty khong chii dpng ve gia ca nguyen lieu
Chi phi san xdt ciia Cong ty cd the cao vi quy mo san xuat nhd
Vj thS canh tranh cua Cong ty cd the bat ngd bj mat di do thay doi cdngnghe hoac tin hidu khach hang thay ddi
Cdc Cdng ty theo chien luoc chi phi thap hoac khac biet hda tren dienrpng cung cd thd trd thanh mot ddi thu canh tranh nguy hidm ngay tren thitruong muc tieu cua Cdng ty theo chien luac tap trung
2.4.2 Phmmg phap phan tich SWOT7
S = Strengths = Diem manh: La loi the canh tranh ciia Cdng ty
W= Weaknesses = Diem yeu: La nhiing gj ma Cdng ty lam kem so vdi ddithii, hoac ddi thii cd ma Cdng ty khong cd
O = Opportunities = Cff hdi: La nhung su Men do mdi truong ben ngoaimang tdi cd loi cho Cdng ty
Chucmg 2: O sfr ly thuyet
Trang 33T = threatens = Be doa: La nhung su kien do moi trucmg ben ngoai mang
tod co the dem lai bat loi cho Cong ty (co the anh hudng tdi su ton tai/kha nangsinh Icri/vi the canh tranh cua Cong ty)
Ma tran SWOT
Cho phep ta danh gia diem manh/ diem yeu cua Cong ty va udc lupngnhung ca hdi, nguy ca cua mdi trucmg kinb doanb ben ngoai, tir do co su phoihop hop ly giua nang luc cua Cong ty vdd tinh hinh moi trucmg
Tac dung: Ma tran SWOT giup chung ta phat triSnbdn loai chi^n lucre:
Cac chien liruc diem manh- eff hoi (S-O): Su dung nhung di6m manh bentrong cua Cong ty de khai thac cac co hoi hip dan ben ngoai
Cac chien luroc diem yiu - co hoi (W-O): Cai thien cac diim yeu bentrong nho khai thac cac co hoi ben ngoai
Cac chien luwc diem manh - de doa (S-T): Sii dung cac diim manh ditranh khoi cac moi de doa ben ngoai
Cac chiin Itroc diem yiu - nguy co (W-T): T6i thieu hoa diem yeu bentrong de tranh anh hu^ng cua moi de doa ben ngoai
Cach xay dung: Theo Fred R David, d6 xay dung ma tran SWOT, ta trai qua 8budc:
Bu^c 1: Lietke cac cohdi quan trong bgn ngoai Cong ty
Bir^c 2: Liet ke cac moi de doa quan trong ben ngoai Cong ty
Bufrc 3: Liet ke cac diim manh ben trong Cong ty
Budc 4: Liet ke cac dilm yiu ben trong Cong ty
Budc 5: Ket hop diem manh vdi ca hpi de hlnh thanh chien lucre S+O.Budc 6: Ket hop diem yeu vdi ca hoi de hinh thanh chien lucre W+O
Budc 7: Ket hop diim manh vdi de doa di binh thanh chiin luqc S+T
Budc 8: Kit hop diim yiu vdi de doa di hinh thanh chiin luqc W+T.
Chucmg 2: O sfr ly thuyet
Trang 34Trang 21SVTH: Nguyen Hoang Nam
8 Huynh PM Thinh 2009 Tdi li^u da ddn.
2.4.3 Ma tran QSPM (ma tran hoach dinh chien luoc dinh lu^ng)8
Ma tran QSPM (Quantitative Strategic Planning Matrix) nham ddnh gid vaxep hang cdcphumg an chien lucre khd thi, de tir do ta co can cii lua chon cdc
chien lucre tot nhdt Ma tran nay su dung thong tin dau vao tir cac ma tran da
xay d\mg (EFE, IFE, hinh Mih canh tranh, SWOT, chiin lucre chinh,
SPACE ).
Di phat triin mpt ma tran QSPM, ta can trM qua 6 budc:
Buoc 1: Lift ke cac ca hoi/ de doa quan trpng ben ngoai va cac diem manh/diim yiu ben trong Cong ty Ma tran bao gim khoang 10 nhdn to thdnh cong
quan trong ben ngoai va 10 nhdn to thdnh cong quan trong ben trong.
Buoc 2: Phan loai tim quan trpng cho mfi nhan ti thanh cong quan trpng.Buoc 3: Lift ke cac phucmg phap chien lupc ma Cong ty nen xem xet th\rchien Tap hap cac chiin lupc thanh cac nhom rieng niu co thi
Budc 4: Xac dinh so diem hip din (AS: Attractive Score) cho moi chienlupc Ta chi so sanh nhung chiin lupc trong cung mot nhom vdi nhau S6 diim
W+T
Toi thieu hoa diemyeu de tranh anhhucmg cua de dp a
S+T
Su dung diim manh
de tranh khoi de doa
Su dung diim manh
di khai thac ca hpi
noi bo ^^
Bang 2.3: Ma tran SWOTChuong 2: Co sfr ly thuyct
Trang 359PhamNgpc Thiiy 2002 Tai li?u da d&n.
10PhamNgpc Thiiy 2002 Tai lieu da din.
11PhamNgpc Thiiy 2002 Tai lieu da din.
hip din dugc phan nhu sau: 1= hoan toan khong hap din, 2= it hap din, 3 =tvrong doi hip din, 4 = rat hip din
Neu cac yeu to khong co anh hudmg den su lua chon chien luge thi khongchlm diem (co the loai b6 no ra khoi ma tran)
Buac 5: Tinh tong so diem hap din, la ket qui cua viec nhan so diem phan
loai (budc 2) vdi s6 dilm hip din (budc 4) trong mdi hang.
Buac 6: Tinh tong cpng diem hap din cho tvmg chien luge Do la phep cpngcua tong so diem hip din trong cot chien luge So diem cang cao bieu thi chienluge cang hip din
2.5.Hoach dinh ke hoach9
^Ke hoach marketing: bao g6m cac kl hoach xoay quanh v 4P: san phlm,gia, chieu thi, phan phli
^t Kl hoach s^n xuat: can mo ta ve phuong phap san xult, nguyen vat lieu vacac nguon luc can thiet, may moc thiet bi, du todn chi phi san xuat, vi tri va phuongtienhd trghoatdpng
"^t Ke hoach nhan sir: Can xac dinh cac thong tin nhu: nhan su chu chot, cau
tnic to chiic va ke hoach phat trien nguon nhan luc
2.6.Hoach dinh tai chinh10
Sau khi cac ke hoach ve tiep thi, san xuat va nhdn su dugc hoach dinh, can phaixac dinh nguon luc cu the nham thuc hien cac ke hoach do Phan hoach dinh taichinh la phan cu the hoa cac ke hoach bo phan bang gia tri tien va nguon von canhuy dpng
2.7.Phan tich rui ro11
2.7.1 Dinh nglna rui ro
Rui ro la kha nang xay ra su khac biet gifla ket qua du Men khi lap ke hoach
va ket qua dat dugc trong thuc te Rhi ro co the mang tinh tich cue khi ket quadat dugc tot hem ket qua du Men va ngugc lai se mang tinh tieu cue Viec dolucmg nii ro chi mang tinh tuong doi, thong qua muc dp tin thlt blng tien.Chuctng 2: Cff sit ly thuyet
Trang 36SVTH: Nguyen Hoang NamTrang 23
2.7.2.Phan loai rui ro: Co 3 loai rui ro chi'nh trong kinh doanh, bao gom:
4- Mi ro gid: xay ra khi co svr thay ddi vS gia dlu ra cua san phdm hoac gia
cac yeu t6 dau vao (nguyen lieu, lao dpng, nhien lieu ), thuong bao gdm 3
loai: rui ro gia hang hoa, rfri ro ty gia h6i doai va nli ro lai su^t Day la loai rui
ro anh hudng nhieu den cac doanh nghiep xult khau rau qua thvrc pham \i cacdoanh nghiep nay chiu anh hudng true tiep tir s\? thay doi cua ty gid hoi doai, laisuit va gia rau qua thvrc phim thS gioi
4i Rui ro tin dung: Xay ra khi khach hang no doanh nghiep nhung lai khong
tra no dung cam ket.
>^^ Mi ro thuan tuy: La rui ro chi co nguy ca ton that nhung khong co cahoi Idem lai Loai rui ro nay bao gom: Su thiet hai ve cac tai sdn (do thien tai,mat cap, hu hong), cac trach nhiem phap ly (khi xay ra thiet hai doi vdi khach
hang, nha cung cap, co dong ), cac khoan trp cap \€ lao dpng
2.7.3.Phuwng phap han che rui ro
Co 3 phuong phap thudng dupe svr dung de han che rvd ro:
^Kiem sodt ton that: co the dupe phan lam 2 nhom: (1) nhom phuangphap giam but cac hoat dpng rui ro ya (2) nhom phuang phap gia tang phongngua t6n thdt
4 Tdi tra khi co rui ro: la phuang phap tao nguon quy vdi muc dich chitra/boi thudng cac ton that do rui ro gay ra Co 4 bien phap tai trp: t^ bao hiem,mua hop dong bao hiem, siir dung cac ngudn din xuat tai chinh va chuyen giaorui ro qua hpp dong
>5t Gidm rui ro noi tai: co the thuc hien theo hai each: da dang hoa cac hinh
thvrc dau tu va dau tu vao thong tin.
Chicmg 2: Cff sfr ly thuyet
Trang 371 PhamNgpc Thiiy 2002 Ten lieu da din.
Hinh 2.6: Mo hinh nghien ciru
Phan tich ruiro
Ke hoaeh hoat dong
K^hoach Marketing
Lupng hoa
-Baiigia
Mac tieu va chieo tope chung
Hoach dioh
2.8 Mo hinh nghien cwu12
Chuang 2: Cor sfr ly thuyet
Trang 3813Cong ty C6 phan Rau qua Th^c pham An Giang 2012 Bao cao thuong nien 2011.
14Cong ty C6 phan Rau qua Thuc phim An Giang 2012 Bao cao thucmg nien 2011.
SVTH: Nguyen Hoang NamTrang 25
Dia chi : 69-71-73 Nguyin Hue, P My Long, TP Long Xuyen, Tlnh An Giang
Dien thoai: (84) 76 3841196Fax: (84) 76 3843009
MasothuS: 1600230014
Email: www.antesco.com
Giay chiing nhan dang ky kinh doanh: S6 5206000012 do So Ke hoach va Diu
tu Tlnh An Giang dang ky lin diu ngay 12/11/1992 \a dang ky lai lln thu nhfit
ngay 28/05/2004
3.2 Lich sir hinh thanh va phat trien14
Nam 1975: Cong ty Vat tu Nong nghiep An Giang, ti6n than cua Cong ty Dich
vu Ky thuat Nong nghiep An Giang dugc thanh lap, hoat dpng trong linh vyrc cimgung vat tu, phan bon, thudc bao ve thuc vat, thiSt bi phu tung may nong nghiep.Nam 1986: Cong ty Dich vu Ky thuat Nong nghiep An giang dugc thanh lapggi tit la ANTESCO va tiep tyic hoat dgng trong linh vuc cung ling vat tu, trangthiet bi phuc vu cho viec san xuat nong nghiep nhu may moc nong nghiep, phan
bon, thuoc bao ve thuc vat.
Nam 1994: ANTESCO hpp t^c cung Cong ty LYIHAI (Dai Loan) thanh lap xi
ngbiep che bien nong san, rau qua va thuc phim xuat khau Sau mot thai gian hop
Chuang 3: Gioi thieuCong ty Co phan Rau qua Thirc pham An Giang
Chinmg 3: GIOI THIEU CONG TY CO PHAN
RAU QUA TH^^C PHAM AN GIANG
3.1 Gioi thicu ve doanh nghiep13
Ten: CONG TY CO PHAN RAU QUA THUC PHAM AN GIANG
Ten giao dich: ANTESCO
Logo:
Trang 39Chicang 3: Gioi thi 6u Cong ty Co phan Rau qua Thug pham An Giang
tac, nhan thay co du kha nang tir minh quan ly, ANTESCO da tach ra khoi liendoanh voi LYIHAI va tiln banh hoat dong san xuat kinh doanh doc lap cho din
nay.
Ngay 01/06/2011 Cong ty Dich vu Ky thuat Nong nghiep An Giang chinh th^cchuyln d6i thanh Cong ty C6 Phan Rau Qua Thuc Phlm An Giang
Nganh nghe kinh doanh chinh:
^t Che bien va bao quan rau qua;
"4- Ban buon thuc phlm;
4- Ban buon do uong;
4 Che bien, bao quan thuy san va cac san pham tir thuy san.
33 Djnh huong phat triin
Phat trien vung nguyen lieu vung cl^c ve lau dai Thuc hien quyet dinh so80/2002/QB-TTg ngay 24/06/2002 cua Thii tudng Chinh phu v chinh sach khuygnkhich tieu thu nong san hang hoa thong qua hop d6ng
Xay dimg va quy hoach vung nguyen lieu bap non va dau nanh rau dat tieuchuin Global GAP
Phat trien san phlm gia tri gia tang nham da dang hoa san pham va tham nhapthi truong npi dia dly tilm nang Tang kim ngach xuat khlu va hieu qua kinh tl xa
hoi.
Xay dung noi dung thiet thuc, xac dinh cac yeu cau c^) thiet trong hoat dongsan xuat kinh doanh dl co huong chii dong M6 rong thi truong hien tai va thi
truong tiem nang.
Thirc hien ke hoach san xuat kinh doanh dura tren chien lucre phat trien kinh tecua tinh An Giang
3.4 Cor cau to chuc
Bo may t6 chiic cua Cong ty duoc thilt lap tuong d6i chat che hao g6m 02 khoichinh:
Khoi nghiep vu van phong va BChoi san xuat, dong thai quy dinh ro trach nhiem,quySn han cho tung bp phan, phong ban cSng nhu nhung ky nang cln thiet cho tirngchiic vu, vi tri Ben canh do, bp may t6 chiic cua Cong ty cung thi hien quan he chidao hay quan he nghiep vu, ho trp giua cac phong ban, bao gom:
Trang 40Trang 27SVTH: Nguyln Hoang Nam
15C6ng ty Co ph3n Rau qua Thvrc phim An Giang Khong ngay thang Gidi thi?u [trpc tuyen] Bqc
tai: http^/www.antesco.coni/vn/gioi-thieu/so-do-to-chuc/ Bqc ngay: 04/02/2013.
16C6ng ty co phln Rau qua Thuc pham An Giang Phong to chiic hanh chanh.
Hinh 3.1: So' do to chirc Cong ty3.6 Chuc nang cua Hpi Bong Quan Tri, Ban Mem Soat, Ban Tong Giam DocvacacPhdngBan16
Can cu Bieu le to chiic va hoat dpng cua Cong ty C6 phan rau qua thuc pham
An Giang dupe dai hoi dong c6 dong thong qua Cong ty t6 ch^^ quan ly theo so d6tren vdi phtrong cham gon nh^ Tdng Giam ddc la nguoi ra quyet dinh tr^c ti6p chocac Pho Tong Giam Boc Cac bp phan chiic nang phong ban tham muu tu van, giup
Phong ban: Gom co c^c Phong ban vdi nhftng chiic nang, nhiem vu rieng bietnhu: Phong Kinh doanh- Tiep thi, Phong Ke hoach Bau tir, Phong KS toan Tai w
•va Phong To chiic Hanh chanh, Van phong dai dien, Cua hang ^a NM may san
xuat.
3.5.Sffdot^chirc15
Chuong 3: Gioi thieuCong ty Co phan Rau qua Time pham An Giang
Ban Giam doc: Giam doc va 02 Pho Giam d6c