Lập kế hoạch kinh doanh dịch vụ du lịch lữ hành cho công ty cổ phần du lịch an giang giai đoạn 2013 2014

De tai lap ke hoach kinh doanh duqc th^c hien tren ca sdr ede ket qud phan tich vemdi truimg ben ngoai, ngi tai cua Cdng ty Co phan Du lich An Giang va cac danh giaciia cdn bp qudn ty ci

Sinh vin thuc hien: NGUYEN CHAU THANH

L^p: DH10QT MSSV: DQT093355

NgirM hir^ng din: Ths PH^M TRUNG TUAN

KHOA LUAN TOT NGHIEP

LAP KE HOACH KINH DOANH DICH VU

DU LICH LtT HANH CHO CONG TY

CO PHAN DU LICH AN GIANG

Khoa luan dir^e b^o v tai h$i dong cham bao v^ Iuan vanKhoa Kinh te - Qu^n tri Kinh doanh, thang 6 nam 2013

Ngiroi cham, nhan xet 2:.

Ngiriri cham, nhan xt 1:

Ngircri hv6ng dan: Ths Pham Trung Tuan

CONG TRINH BtfQfC HOAN THANH X^I

KHOA KINH T& - QTJAN TRJ KINH DOANH

B^IHQCANGIANG

An Giang, ngay 24 thang 5 nam 2013

Nguyln Chlu Thanh

Trong cudc s6ng cua moi ngudi Iu6n c6 nhftng thiir thlch, nhftng budcngoat phfti vupt qua Dli vdi t6i hoan thdnh tot Kh6a luSn nay I^ mdt thft th^ch,mpt budc ngogt trong ddi tbi, n6 dftnh dlu s\r trudng th&nh cfta b^n than tbi saubin nam tren giftng dudng Dai hpc Chinh noi day da cho toi niem tin, kiln thftcvft ky tiling de t6i vQng tin hem khi budc vao m^t cu$c s6ng mdi Trong suot bonnam hpc tap tai trudng, toi da nhtin dupe s\r giup dd tir rat nhieu ngudi, toi xin

gui ldi cam on chan thanh va sau sac den ho.

Xin gtii den gia dinh tdi, nhftng ngudi ludn ben toi, ling hp toi tir tinh thanden v^t c^t ldi c^m on chSn th^nh nhk Xin gtii d^n th^y Ph^m Trung Tu^n -Ngudi da hudng dan toi vk gidp dd tdi rat nhieu trong quk trinh thprc hipn Khdalu^n, su t^n tinh va nhftng kiln thurc thay chi din tdi, da giup tdi hilu vd nghiem

ra rat nhieu dieu trong qua trinh thpc hidn de tli Tdi cung khdng ^uen gfti din tatc^ thay cd Khoa Kinh te - Quin tri Kinh doanh ldng bilt on sau s5c cimg ldi cdm

on chin thanh vi nhftng kiln thuc, ky n^ng, kinh nghi^m song ma thay cd datruyln dat cho tdi trong suit nhftng nam qua

VI tdi cung xin gfti ldi cftm on chdn thftnh din t$p thl can bp nhan vien cuaCong ty Cl phln Du ljch An Giang, dac bipt II chj Nguyen Thj Uyen PhuongPhd phdng nghiep vp du ljch trpc thudc Cong ty Cl phan Du lich An Giang danhipt tinh giup do tdi rat nhieu trong vipc hoan thanh kl hoach thpc tap cung nhuhoftn thanh de tli Khda luan tit nghiep

Cuoi cung, tdi xin chftc ba mp, thay cd, bpn bd cung anh/chi nhan vien taicdng ty ludn dli dao sftc khde va thanh cdng trong cupc song

CAM ON

Ngodi ra, trong nhitng ndm qua, mdi tnrdng kinh doanh ciia ngdnh ludn co nhieubiln dpng do svr dnh hudng tir cudc suy thodi kinh tl vd killing hodng np cdng CMu Au.Nhung bien dOng nay co the mang den nhung cor hpi va c4 nhitag thach thiic md cong tyc^n phdi vupt qua de tin tai vd phdt trien Cdng ty Cl phln Du lich An Giang vdi nhung

uu the ve sq am hieu thi trudng, cd kinh nghiem lau n^m hoat dpng tai thi trudng AnGiang cung nhu da xay dvmg du^e uy tin, thuong hidu vdi ngudi d^n trdn dja ban, bencanh dd Cdng ty C6 phan Du lich An Giang v^n cdn nhung ban che ve tdi chinh, hoatddng marketing yeu, cdng nghe cham doi mdi VI vay, dung trudc nhOng ca hpi, thachthdc tir mdi trudng bdn ngoai cung nhu nhung diem manh, diem y^u cda b4n than thiCdng ty Co phan Du lich An Giang can thuc hien viec phan tich, hoach dinh vd de ra kehoach kinh doanh ^hu hop de tan dqng ede diem manh vd cdi thidn diem yeu nh^m giupcho cdng ty n^m b^t t6t ede ca hpi cung nhu nd trdnh nhttng de dpa tir mdi truimg kinhdoanh Do dd, viec lap ke hoach kinh doanh cho cdng ty la het sdc can thit va quantrpng, giup cdng ty gia tang vi the canh tranh cua mlnh trong tucmg lai

De tai lap ke hoach kinh doanh duqc th^c hien tren ca sdr ede ket qud phan tich vemdi truimg ben ngoai, ngi tai cua Cdng ty Co phan Du lich An Giang va cac danh giaciia cdn bp qudn ty ciia Trung tam Djch vu Du lich trqc thupc cdng ty Co phan Du lich

An Giang, ddnh gia ma tran hlnh dnh canh tranh, ma trail danh gia mdi truimg ben ngoai

va ma trdn ddnh gid mdi trudmg npi bp Tren ca sd ede kk qud phdn tich mdi trudng thiede ca hpi, de dpa, diem manh, diem yeu dupe nhan dien va ket hpp vdi nhau trongphin phan tich ma tran SWOT de dua ra nhiing chien lupc vd cac ke hoach thpc hien.Trong dd, ede ke hoach cq th^ cho cdng ty dqpc xdy dqng dqa tren nhitag djnh hqdngciia cac chien lupc, bao gdm ke hoach chieu thi, ke hoach sdn xuat, ke hoach nhan sq vd

kl hoach tai chinh

Ket qud dat dupe cda de tai la bdn ke hoach, chi tilt gom ede phan chinh nhu sau

>Kl hoach tilp thj: dua ra kl hoach vl sdn pham vd chidu thj nhu:

•Dua ra dupe chuang trinh tour du ljch thqc hipn trong ndm 2013 vd dq kiln

doanh thu.

•Dl giup khdeh hdng bilt vd su dqng sdn pham/dich vq hidn cd, An GiangTourimex dly manh cac hoat dpng chieu thi nhu khuyen mai, PR, qudng cdotren bdo, ddi truyln hlnh vd tham gia hpi chp du lich quoc tl Hi Chi Minh(TIE-HCMC)nam 2013

>Ke hoach san xuat: dd dua ra dupe ting chi phi sdn xuat

>K! hoach nhan su: tuyln dung them 02 hudng dan vien mdi Ting chi philucmg cho mdng du lich dq kiln la 2.934 tripu ding

> Ke hoach thi chinh: tu chc mpc tieu, chc ke hoach ve shn xuat, tiep thi vh nhan

su, ke hoach thi chinh d3 t6ng hpp cdc da lipu, hrpmg hoa chc nguon l\rc vh lapbhng bao cao thi chinh d^ kien, hong d6 tong doanh thu d^t dir^c lh 14.815 tri|udong, tong chi phi ho^t dng lh 12.474 triu dong, l^ri nhuhn tntdc thu^ dat 2.340tri$u d6ng vh lpi nhuhn sau thu^ d?t 1.755 triu dong

Cu6i bhn k^ hoach lh plain quhn tri rhi ro vdri ph^n nhan di^n chc nii ro vh dua rachc bi^n phap phong ngha Rhi ro cdng ty ch thi ghp phhi khi th^c hi^n ke hoach lh rhi

ro ve gih Rhi ro nhy ch the phong ngha bang chch theo doi sat tinh hinh bien d$ng gih

ch hen thi trudng d6i vhi chc yiu to the dpng den gih tour, chQn nhung nhh cung capdich v\i uy tin, ky ket hpp dong vhi nhang dieu khohn rhng buhc r5 rhng de trhnh tlnhtrang thng gih v6 cd vho mha du ljch cao di^m vh can phhi thuc hhnh tiet ki^m honghoat dpng shn xuat kinh dpanh nhhm gihm chi phi, ha gih thhnh shn pham nhung vandhm bho ch^t lupmg shn ph4m

Danh myc b&ngiDanh roue hinh •••••••••••••••••••••••••••••.•••• •••••••••••••••••••••••••••••••••••••••••••••••••••iiChvung 1 Mfr dau11.1Co sd hinh thdnh de tai11.2Pham vi nghiSn ciru21.3Phuomg phap nghien ciiu31.4Myc tieu nghiSn ciru31.5Y nghla nghien cuu41.6Ket cau b^i nghien ciiu4Chuwng 2 Co' so ly thuyet vh mo hinh nghien ciru52.1Mpt s6 khai ni^m52.1.1Khdch du lich52.1.2Kinhdoanhluh&nh;52.1.3K^hoichkinhdoanh52.2Phan tich moi tnrong kinh doanh cila cong ty dang ho^it dpng52.2.1Phantichm6itru^ngvTm662.2.2Phan tich moi tnrhmg t^c nghi?p62.2.2.1Kh^ch hang7

2.2.2.2D6i thii canh tranh8 2.2.2.3Nha cung cap9 2.2.2.4D6ithutiem an9

2.2.2.5S4n pham thay the92.2.3Ph^n tich moi tnrfmg npi bp9

2.2.3.1Cac hoat dpng chu yeu10 2.2.3.2Cac hoat d6ng ho trp10

2.3Cdc cdng cu de xay d\mg \k l^a chpn ke hoach kinh doanh122.3.1C^c cdng cy thong tin xay dyng chien lupc122.3.1.1Ma tran danh gia ede y^u to ben ngodi122.3.1.2Ma tr|n hinh dnh canh tranh122.3.1.3Ma trdn danh gia nOibO12

2.3.2Cdc cong cy hoach dinh chien lupc' 13

2.3.2.1Ludi "Sg nh^y c^m ve gi4/M0c dp quan tam den sg kh4c bi#t"132.3.2.2Cong eg lira chpn chien lirpc kinh doanh eg th^132.4Phantichnliro 142.4.1BjnhngbIaruiro142.4.2PhSn logi rOi ro142.4.3C4c phucmg phip han che nli ro142.5 M6 hlnh nghien cijru15Chinrng 3 Gidi thipu Trung tam Dich vu Du ljch An Giang173.1Gi(5ithiguC6ngtyCophanDulichAnGiang173.1.2 C4c ca sd kinh doanh du ljch trgc thupc173.2Gidi thipu Trung tam Dich vpDulich An Giang183.2.1Gioi thipu khai quit183.2.2So do to chucciia Trung tto Dich vgDu lich An Giang183.3Bjnh hirdng ph^t trien trong giai do^n 2013 - 2014 cCia Trung tam Dich vg Du lich

An Giang d6i vdi Hnh vgc kinh doanh dich vg du lich 10 hanh193.4B6i tacciia Trung tam Dich vgDu lich An Giang203.5S4n ph^m ddc trung cila Trung tam Dich vg Du ljch An Giang203.6Tinh hlnh hoat dpng kinh doanh Djch vg Du ljch 10 h^nh cOa Trung tflm Dich vg Dulich An Giang 213.6.1Doanh thu-lpinhuan giai doan 2010-2012213.6.2So kh^eh Trung tSm Dich vg Du lich phgc vg giai dogn 2010-201222Chuomg 4 Phirong phiip nghien ciru23

4 IThietke nghien cuu234.1.1Tien dQnghi^ncOu234.1.2Qui trinh nghiSn cOu244.2Ngu6n dO li$u 254.3Phuong phap thu thap dO lipu264.3.1DO liputhO cap264.3.2DO lipu sa cap274.4Phucmg phdp phSn tich dO li^u274.4.1DO liputhur dp274.4.2DO lipu so cap274.5Tiendpthgchiendet4i28

Chtrong S Phan tich moi trirdng hoat dng cua An Giang Tourimex295.1Ph&n tich dnh hudng ciia moi tnrong vT mo29

5.1.1Yeu to kinh te29 5.1.2Yeu to tvr nhien30 5.1.3Yeu to van h6a-xah0i31

5.1.4Yeu to chinh tri - phdp luat32

5.1.5Yeu to congngh^33 5.1.6Yeutonhankhauhpc33

5.2Phan tich m6i tnrong tac nghi$p345.2.1Khdch hdng 34

5.2.2Doi thti canh tianh34

5.2.3Ntecungdip41

5.2.4Doi thu canh tranh tiem an41

5.2.5Sn pham thay th^425.3Ma tr|n d4nh gia cac yeu to bSn ngo^i425.4Phan tich moi trutagnpibp445.4.1Marketing va ban h^ng445.4.2Dich vp cham sec khdch hang445.4.3Phattriencongngh^445.4.4Quin tri nguon nhan lpc455.4.5Co sd ha tang cha dcanh nghipp45Chirong 6 Hoach djnh ke hoach kinh doanh cho An Giang Tourimex496.1Xay dpng mpc tieu phat tri^n cho Hnh vuc kinh doanh 10 hanh cOa cdng ty co phan

Du licit An Giang496.2Ho^ch djnh ke hoach kinh doanh tdng qudt496.3Ke ho^ch cdc bp ph^n526.3.1Ke hoach tiep thi526.3.1.1K^hopch sin pham526.3.1.2KehopchchiSu thi546.3.2K^ ho^ch v^n hanh- sdn xait57

6.3.3Ke hoach nhan sp58 6.3.3.1 K^ hoach tuyendpng58 6.3.3.2 Ke hoach luong cho nhan vien59

6.3.4Ke ho^ch tdi chinh59

6.4 Qu^n tri rui ro61

6.4.1Nhan dien rui ro trong ng^nh61

6.4.2Bi^n ph^p ph6ng ngira rui ro:.61Chuwng 7 K^t Iun62

7.1Ket luan62

7.2Han che cua nghien cftu63

—oOo—

Bang2.1Cdcchis6tdichinhquantrpng11Bang 4.1 Tien d nghien cdru 23B^^g 4.2 Npi dung cua thong tin dft li^u thii cap26Bang 4.3 Ni dung cua thong tin d& lipu so cap27Bang 4.4 Tien do thuchipn28Bang 5.1 Moi tnrdng canh tranh dpi voi cdc san phim ctia An Giang Tpurimex36Bang 5.2 Ma tr^n hinh anh cgnh tranh38Bang 5.3 Ma trn danh gid cdc yeu to ben ngodi cua An Giang Tourimex43Bdng 5.4 Cdc chl so tdi chinh quan trpng ctia An Giang Tourimex giai doan 2010 •

2012 46

Bang 5.5 Ma trn ddnh gid npi bp48Bang 6.1 Ma bin SWOT cua ltnh v^c du lich cda An Giang Tcurimex50Bdng 6.2 Chucmgtrinhdulich 201352Bdng 6.3 Chi tiSu ve doanh so kinh doanh tour theo doi tirpng khdch hang54Bang 6.4 Chi phi dyr kin cho qudng cdo55Bang 6.5 Chi phi du Men chokhuyenmai56Bdng6.6ChiphidtrkienchoPR56Bdng 6.7 Tong chi phi tiep thj57Bang 6.8 Chi phi nguyen vat lipu.57Bdng 6.9 Chi phi san xditchung57Bdng 6.10 T^ng chi phi sdnxuat58Bdng6.11Keho^chtuy^ndpng58Bang 6.12 Chi phi lucmg cho nhan vien n^m 201259Bang 6.13 Muc thudng cho cdc danh hipu60Bdng 6.14 Doanh thu ke hoach cua ngdnh du lich60Bang 6.15 Tong chi phi du Men cho cdc hopt dpng60Bdng6.16DuM^nketquahoptdpngnam201360

—oOo—

Hlnh 2.1 M6 hinh 5 tic lttc cia Michael E Porter7

Hinh 2.2 Cic nOi dung chi ylu db phia tfch vl d6i thi canh tranh8Hinh 2.3 Chuli gii trj ciia doanh nghi^p 9Hinh 2.4 Ludi "Sv nhay cim vl gii/Muc quan tint d^n s\r khic bi$t13Hinh 2.5 M6 hlnh nghienciru 25Hinh 3.1 So d6.t6 chiic ciia Trung tim Djch vp Du ljch14Hinh 3.2 Kit qui hoat dOng khih doanh djch vu lft hinh21Hinh 3.3 Si luqmg khich cia Trung tim Djch vp Du ljch An Giang phpc vp giai dopn2010-2012 22Hinh 6.1 Ltrdi "Sp nhpy cim ve gii/Mftc dO quan tim din sp khic bipt"49

1Nguon: Boan Loan Ngay 30.12.2012 Vi^t Nam d6n 6,8 tri?u khach quoc te nam 2012 [tryo tuyen] Bpc tir http://vnexpress.net/gl/xa-hoi/du-lich/2012/12/viet-nam-don-6-8-trieu-khach-quoc-te-nam-2012-l

/.Bocng^^Ol.01.2013.

2Nguon: Nguyln Thanh NgAy 11.12.2012 Nganh du ljch tiep tyc d6i m|t vdi thach thdc [tryc tuyen].

Boc tir http://thanhtra.com mat-voi-thach-thuc/Default.aspx Bpc ngiy 01.01.2013.

vn/tabid/77/newsid/62135/temidclicked/5/seo/Nganh-Du-lich-tieD-tuc-doi-3Ngu^n: Phan Le Ngay 24.03.2012 Djch vy lit hAnh dAnh 3 giO 1 [ttyc tnyen], Bpc tir

3-giu-l/ Bpc ngAy 02.01.2013.

http://doanhnhansaigon.vn/online/cam-nang/tu-van-thyong-mai/2012/03/1062678/dich-vu-lu-hanh-danh-4NguAn: Hong Ngpc NgAy 26/10/2012 An Giang lupt khach du lich luu tru va 10 hAnh thing 10 ting so vdi thAng trudc vi cung ky [tryc tuyAn] Bpc tir

SVTH: Nguyln Chau ThanhTrang 1

Lgp ke hoach kinh doanh djch vy du lich IS hAnh cho cong ty CP Du lich An Giang

Chirffngl.Md>AU

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NgAy nay, khi cuOc song con ngudi ngAy cAng dirge nAng cao do sy phAt trienkhdng ngimg ciia nen kinh tl - xa hoi, con ngucri cung gAp phAi nhOng cAng thing, metm6i trong cong viec, hgc t$p, lo IAng viec gia dinh, vi vay nhu cau di du ljch ciia conngudi dl thu gian, nghi ngoi, xA stress 1A rat l<5m vA dong thdi khi di du lich con ngudi

co the md r|ng them von kien thuc cAa mlnh tir nhtog chuyen di nAy Do d6, c6 the n6idich vy du lich lur hAnh 1A ngAnh kinh doanh rat hap dan

Hipn nay, ngAnh du lich dugc xem 1A ngAnh cdng nghi^p khong khdi mang lainguln thu rat ldn cho ngAn sAch nhA nude Vipt Nam 1A m$t trong nhOng quoc gia cdtiem nAng du lich da dang, phong phii vA 1A diem den noi tieng doi vdi nhilu du khAch.Theo thong ke ciia Ting cue Du lich Viet Nam trong nam 2012 so lugt khAch quoc ted^n Vit Nam dat 6,85 tri^u lugt, tAng 13,86% so vdi cung ky nAm 2011, cd 32,5 trieulugt khAch nOi dia vA tong thu du lich dot 160.000 ty dong Tuy cd nhieu dieu kignthuAn lgi de phAt trien du lich, nhung theo nhan djnh ciia mot so doanh nghiep du lich,nAm 2013 sS rat khd khAn cho cAc doanh nghiep du lich do Anh hudng ciia cudc khiinghoAng kinh t^ van tiep t^c, giA xAng, dau, di$n d^u tAng, phi visa tAng tir 25 USD len 45USD k! tir ngAy 01/01/2013 khien giA tour cua Vi^t Nam tang cao, chat Iugng dich vycon kdm, tour it phong phu, dan den khd canh tranh vdi cAc diem den trong khu vuc2.NgoAi ra, khi 16 trinh WTO md cda thi truong djch vu Vi?t Nam, bao gom djch vy duljch dugc thyc thi hoAn toAn vAo cuoi nAm 2012 s5 tao nen cugc canh tranh rdt da dpi vinhung doi tac Ion trudc do s6 tryc tiep dua khAch vAo vA t6 chdc cho khAch quoc ti ditour tai Vipt Nam3 Do dd, cAc doanh nghipp sS gAp rat nhieu khd khAn nen hp can phAi

no lye cao dd vA cd mpt ke hoach kinh doanh phu hgp cho doanh nghigp mlnh de vugtqua nhOng thAch thuc dd

An Giang 1A noi cd nhi6u tiem nAng, lgi the vdi nhieu phong cAnh thien nhien dpp,chda chi^n mang dam ndt vAn hda tin nguong, nhieu di tich vAn hda, lich sd cAch m^ng,

di tich ljch sd kiln true nghp thuat phong phu da dang thuan lgi cho sy phAt trien dulich Theo so lieu thong ke cda Sd Van hda, The thao vA Du lich An Giang, ting so lugtkhAch lira tru vA lu hAnh hong 10 thAng nam 2012 1A 344.940 lugt khAch (tAng 11,6%cung ky) Trong dd, khAch quoc tl den An Giang cd 40.511 lugt throng duong cungky) Doanh thu du lich trong 10 thAng nAm 2012 dat tren 221,2 ty dong (tAng 16,1% sovdi cung ky)4 Day 1A mdt ket quA khA quan cho ngAnh du lich lu hAnh trong tinh, ngoAi

ra thi tinh cung djnh hutag phdt trien ngdnh du lich trft thdnh nAn kinh tA mui nhpn, gopphAn tfch c\rc cho su phdt trien kinh tA - xa hpi cua tinh, vdi cdc khu du ljch trpng diemnhu Nui Sam, Nui cAm, khu lira nipm Bdc Ton, cdc le hpi truyen th6ng vd cdc tuyAn dulich npi ngcai tinh Chinh vl vyy, hi^n nay cd rAt nhiAu cong ty, chi nhdnh ciia cdc cong

ty du lich lta trong nude cQng nhu khu vyc dong bdng song Cftu Long mpc ldn trongtinh, tyo nen dp hrc cynh tranh rAt lta giiia cdc cong ty vfti nhau

Cdng ty Co phAn Du lich An Giang la m0t don vi hoat ddng tren ltrih vyc du lich(1ft hdnh, khu vui choi, nhd hang, khdeh san) vd thuong myi (xuAt nhdp khAu luong thyc,n6ng - ldm - thuy - sdn) vdi hom 30 ndm kinh nghipm Cong ty khdng chi lta manh bSnlmh vyc xuAt khAu gao md c6n khdng dinh vi the cua mlnh trong lrnh vuc du lich lfthdnh, nhd hang, khdeh san 6 trong tinh cung nhu khu vyc dong bdng sdng Cuu Long.GAn ddy, cong ty dupe "Gidi thudng du lich Vipt Nam nam 2011" blnh chpn vd dat top

10 "Doanh nghipp lft hdnh n0i dia hdng dAu Vipt Nam ndm 2011" do Tong eye Du lich

vd Hipp h0i Du lich Vi0t Nam trao tdng5 Day Id nSm thu tu cong ty dupe danh hipunay Dat dupe vi thA d6 da kho, mu6n gift vftng vd phat huy cdng kh6 hon khi md thitrubng ngdnh du lich Viet Nam n6i chung vd cua An Giang ndi rieng da c6 sir tang len

ve so lupng cung nhu chat lupng phuc vy tir cdc cong ty du lich khde Do do, vide xdydyng mpt ke hoach kinh doanh trong ngdn hyn nhdm xdc dinh cdc myc tiSu phat trilntrong giai doyn toi cho cong ty Id rAt cAn thiAt Mpt bdn kA hoach kinh doanh phu hpp segiup cho cong ty c6 nhftng hudng di dung, dA tdn dung nhftng co h0i tft thi truftng manglyi cung nhu han chA nhftng rdi ro dnh hudng dAn cong ty

Vdi vide mdi truong kinh doanh ngay cdng trd nen khd khan hon, nAu chi dua vdonhftng uu the trade dAy md khong cd sy thay doi dA thich ftng vdi su biAn ddng cua thitradng thi cong ty CA phAn Du ljch An Giang khong the diing vftng d vi tri hidn taitrong vide kinh doanh du lich Vd mong muon cd thA xdy dyng mpt kA hoych kinhdoanh phu hpp cho Cdng ty Co phAn Du lich An Giang mdng du ljch lft hdnh dA tiAp tycgift vftng vd phat huy hom nfta nhftng kAt qud da dat dupe trong thdi gian qua, thich tagvdi nhftng biAn ddng tir mdi tratag vd sy canh tranh tir cdc doi thft nen tdi dd chpn detai "Lgp ke hoffch kinh doanh dfch vu du lich la hdnh cho Cong ty Co phan Du Ijch

An Giang giai dogn 2013 - 2014" de viAt khda ludn t6t nghipp eft nhdn kinh tA cua

minh.

1.2 Pham vi nghien cftu

Cdng ty Co phAn Du lich An Giang hoyt dpng kinh doanh trong 2 finh vyc chinh

la thuong myi vd du lich DA tdi chi tdp trung nghidn eta hoyt dpng kinh doanh dich vy

Du lich lft hdnh cua Trung tam dich vy Du ljch true thupc Cdng ty C6 phAn Du ljch AnGiang, khong nghien eta cdc hoyt ddng khde cfta ITnh vyc nay bao gom khu vui choi,nhd hdng, khdeh san vd IThh vyc thuong mai

http://www.anpane.gov.vn/wps/portal/lut/p/cS/hY3JDoIwFEW xS94j7a0uqvEvSAVGYRuSGMIwTC4

5TiTdWbt7ud4Ot/dl3/d3/L01JSklna21BL01KakFBTXBOkVSQ0pBISEvNEZHZ3NvMFZ2eniE5SUFnI

F540OEAF0IOJTCEL31G21 WCM CONTEXT=/wps/wcm/connect/web+content/angiane/dulich/sukie ndulich/aeluolkhachdlluutrutlOtanpsottruoccunekv Bpc ngdy 26/12/2012.

5 Ngudn: Thu Thao Ngay 29/11/2012 Cong ty Co phan Du lich An Giang Top 10 "Doanh nghi^p 10

hanh npi dia hang dau Vipt Nam" Dpc tit du-lich-an-giang-top-10-%E2%80%9Cdoanh-nghiep-lu-hanh-noi-dia-hang-dau-viet-

http://atv.org.vn/tin-tuc/tin-trong-tinh/10388/cong-tv-co-phan-nam%E2%80%9D.aspx Dpc ngdy 01/01/2013.

SVTH: Nguyln Chdu ThanhTrang2I4p kA hoach kinh doanh dich vy du lich 10: hdnh cho cdng 1y CP Du lich An Giang

SVTH: Nguyln ChAu ThanhTrang3

1.3Phirong phap nghien cihi

Dtt lipu ciia de tai nghien ciiu dupe thu thap qua 2 budc: nghien cuu so bp vAnghien ciiu chinh thuc Cu the nhu sau

>Nghien cihi sff bp

Dupe thpc hi^n thong qua vi0c phan tich dft lipu thu dp va dft lipu so cap nhAmtim hi^u cAc thong tin v^ tinh hinh ciia ngAnh vA thih hinh hoat dpng cua cong ty de phAthi0n ra cAc co hpi, de dpa, diem manh vA diem yeu cua cong ty

•Du lieu thu cap

DO: li^u n^y dupe thu thap thhng qua internet, sdeh, bAo, cAc viln de nghien ciiu c6lien quan, cAc van bAn dinh hudng hoat dpng cOa c6ng ty, cAc bAn bAo cAo thubng nien,bAo cAo tai chinh, bAo cAo ket quA hoat dpng kinh doanh cua doi thu canh tranh vA cuaC6ng ty Co ph^n Du lich An Giang

•Duli^isffcap

Dupe thu thap tut viec thu thap cAc y kien ciia cAn bp quAn ly, nhan vien Trungtam Djch vp Du lich bAng cAch phdng van chuyen sSu, phdng v^n trpc tiep ve tinh hinhhoat dOng cOa cdng ty vA phdng van khAch hAng de biet dupe dAnh gia cOa khAch hAng

ve chat lupng djch vp cAa cong ty

>Nghien cuu chinh thuc

Tir nhttng phAn tich dupe dua ra trong nghiSn cuu khAm phA, sau d6 hen hAnhphdng van chuyen sau, thAo lupn vdi cAn bO quAn ly ciia cAc b$ phan lien quan de hoachdjnh k^ hoach khih doanh cho cdng ty c6 cAn cii xAc thpc hon vA phi hpp vdi thih hinh

thpc te ciia cdng ty.

1.4Mpc tieu nghien cuu

>Muc tieu chung

•Trudc tinh hinh thpc te da trinh bAy, de tai dupe thpc hipn nhAm xay dpng m0t

ke hoach kinh doanh djch vp du ljch 1ft hAnh phu hpp cho C6ng ty Co ph^n Duljch An Giang trong giai doan 2013 - 2014

SVTH: Nguyln Chau ThanhTrang4

1.5Y nghia nghicn ciru

K^t qud mong muon cda de tai la thong qua viec phan tich, ddnh gia cac yeu tomdi trudng bSn ngoai, ben trong, su bin dpng cua thi truong ngdnh de tvr d6 c6 the gidpcdng ty xdy dung nen bin k hoach kinh doanh ph^ hup trong giai doan 2013 - 2014.Xay dung ke hoach kinh doanh cho Cong ty Co ph^n Du lich An Giang la mOt detdi mang tinh thuc te, c6 thi Id mpt tdi lieu tham khdo cho cdng ty, cung cap nhihigthong tin bo ich nhu

•Vdi vic phan tich moi trudng ben ngedi s6 nh|n didn dupe nhihig cu hoi, nguy

cu dnh hudng d^n tinh hinh hoat dpng cia cong ty, cdng ty c6 the chu dpng tindung tot nhihig cor hQi vi n^ trinh cic moi de dpa tit m6i truimg bSn ngoai

•Thfing qua vi^c phan tich m6i trudng ben trong sS giup cdng ty dinh gii l?inhung diem manh vi diem y^u, nh5m c6 ke hoach phat huy diem manh va loaib6 nhihig diem yu cila minh

•Ngoai ra, ket qua nghien curu co the la tai lipu tham khao giup cong ty danh gialai hiu qui thuc hi^n ede mpc tiSu trong nhihig nam tnidc va xay dung nhftng

ke hoach/chien lupc kinh doanh trong thfri gian tdi cho phu hpp vdi tinh hinh

thuc tk

1.6Ket cau bai nghien ciru

Chuong 1 Md diu - Chuong ndy trinh bay ede n0i dung nhu ca sd hinh thdnh detdi, mpc tieu nghign ciiu, sp lupc v^ phupng phdp nghien ciiu va y ngMa nghidn cdu ciia

detai.

Chuong 2 Co sd ly thuyet vd mo hinh nghien cdu - Chuong ndy gidi thieu ve cackhdi ni^m li&i quan d^n v^n de nghiSn cdu, ke hoach kinh doanh vd mo hinh ty thuyitdupe dng dung trong bai nghiSn cdu

Chuong 3 Gidi thieu khdi qudt ve Cong ty Co phan Du lich An Giang, vi Trungtam Djch vu Du lich, dinh hudng phat trien trong tuong lai va tinh hinh hoat dpng cuatrung tam trong giai doan 2010 - 2012

Chuong 4 Phuong phdp nghidn cdu - Chuong ndy sS gidi thidu vi cac budcnghiSn cdu, ede loai dft li^u, phuong phdp thu th$p va xd ty dd lipu dupe sd dung trong

de tai nghien cdu

Chuong 5 Phan tich ede moi trudng hoat dpng cua Cdng ty Ci phan Du lich AnGiang - Chuong ndy bao gim ede cac n0i dung nhu phdn tich ve moi trudng ben ngodi

vd ben trong, td do chl ra ede ca h0i, de dpa clip ngdnh vd chi ra cac diem manh vd diemyeu cda cdng ty

Chuong 6 Hoach djnh ke hoach kinh doanh cho Cdng ty C6 ph^n Du lich AnGiang - Chuong ndy la trpng tam cda bai nghien cdu, bao g^m hoach dinh tong qudtcho cdng ty vd hoach dinh ke hoach cho ede bd phan lien quan

Chuong 7 Ket lu|n - Chuong ndy sS dua ra nhdng k^t luan chung cho bdi nghiSncdu, nhung ket qua dat dupe vd han che cua de tdi

I4p k^ hoach Mnh doanh dich vu du lich lit hdnh cho cdng ty CP Du ljch An Giang

6Quoc Hpi Vi^t Nam 2005 Lu|t du ljch Ky hop thii 7, Kh6a 11.

7Quoc Hpi Vi^t Nam 2005 Luat du ljch Ky hpp thii 7, Kh6a 11.

8Pham Ngpc Thiiy va cac tac gia 2002 Kl hoach ldnh doanh TP HCM NXB Dai hoc Quoc gia TP

HCM.

9Huynh Phu Thjnh 2009 Giao trinh chien lupc ldnh doanh Khoa KT - QTKD Truimg Dai hpc An

Giang.

SVTH: Nguyln Chau ThanhTrang 5

Ljip kl ho^ch kinh doanh dich vp du ljch lft hdnh cho cong ty CP Du ljch An Giang

Chinrng 2 CO Sd L^ THUY^^r vA M6 HINH NGHIEN Cti"U

2.1M$ts6khdinifm

2.1.1Khdch du ljch6

Theo luat du ljcb Vit Nam ndm 2005 thl khdch du ljch du^e djnh nghia nhu sau

"Khdeh du lich 14 ngufti di du ljch hodc k^t hpp di du ljch, trir trudng hpp di hQC, lamvi^ c hodc hdnh nghl dl nh^n thu nhjip d noi din" Theo lu^t du ljch Viet Nam thl khdch

du ljch bao glm khach du ljch quoc te vd khdch du ljch n|i dja

>Khdch du lich quoc te

Khdch du ljch qulc t| Id ngudi nude ngodi, ngudi Vi$t Nam djnh cu d nude ngodivdo Vi|t Nam du ljch; cong ddn Vipt Nam, ngudi nude ngodi thudng tni tai Vi|t Nam ranude ngodi du lich

tl.

2.1.3Ke hoach kinh doanh8

Theo Pham Ngpc Thuy vd ede tdc gid (2002), kl hoach kinh doanh cua doanhnghipp dupe djnh nghia Id bdn ting hpp ede n0i dung chfta trong ede kl hoach bp phanbao gom kl ho^ch tilp thj, kl hoach sdn xuat, kl hoach nhan su, kl hoach tdi chinh mddoanh nghi^p du djnh thpc hi|n trong thoi gian tu 3 - 5 nam Nhdm mo td, phan tichhi|n trang ho?t dpng bSn trong vd bSn ngodi doanh nghiep, lam co sd dua ra ede hoatdpng dp kiln cln thilt trong tuong lai nhdm dat mpc tieu ke hoach dl ra

2.2 Phan tich moi tnrftng kinh doanh cua cong ty dang hoat dgng9

Vi|c phan tich m6i truftng kinh doanh se tim ra ede co hOi co thl dem lpi led ichcho cdng ty, ede moi de dpa md cong ty nen trdnh vd chi ra ede dilm manh, dilm ylucua cong ty M6i trucmg kinh doanh dupe chia thdnh mli trubng vi mo, moi truong tdcnghi^ p vd npi b|

SVTHrNguylnChAu ThanhTrang6

2.2.1Phan tich moi tririVng vi mo

CAc yeu t6 Anh hudng quan trpng cAa mQi trudng vi mo bao gim

>Yiu to kinh ti: cAc yeu to Anh hudng chu yeu nhu ty 1^ lam phAt, lAi suit ngAnhAng, ty giA hoi doAi

>Yiu to chinh tri - phap lugt: gim cAc yeu t6 nhu cAc quy djnh ve canh tranh,chlnh sAch uu d3i, quy djnh vi quAng cAo vA khuyin mAi

>Yiu to nhdn khau hoc: bao gom cAc yeu t6 nhu ting so dAn vA ty 1? tAng dAn so,

ket cau vA xu hudng thay dii cua dAn so, sq dich chuyen dAn so vA di cu

>Yiu to van hoa - xa hgi: cAc yeu to Anh hudng nhu nin van h6a, nhAnh van hoa,

phong tqc tAp quAn, truyen thong, loi sing, nghi nghiep

>Yiu to cong nghe: gim cAc yeu ti nhu mtic chi ngAn sach NhA nude cho nghiencdu vA phAt trien, chi phi cho nghiSn curu vA phAt trien trong ngAnh, cong ngh?

trong nganh, chuyen giao cong nghe mdi

>Yiu to tic nhien: gim cAc yiu ti Anh hudng nhu Anh hudng cda dieu kiin dja 1^,

sq thiiu hqt nang luqng, sq thieu hqt nguyen li^u

2.2.2Phan tich moi trudng tAc nghi^p

Moi tnidng tAc nghiep quyit duih tmh chat vA mure dp canh tranh trong mt ngAnhkmh doanh Do dd, de xAy dqng ki hoach kinh doanh phu hpp, doanh nghipp can phAiphan tich cAc Anh hudng cua no Cong vipc nay gpi 1A phan tich cau true nganh kinh

10Michael E Porter 1985 Competitive strategy New York: Free Press

11Pham Ngpc Thiiy va cac tac gia 2002 Tai lieu da dan.

SVTH: Nguyen ChSu Thanh

Hinh 2.1: Mo hinh nam tkc l^e cua Michael Porter10

2.2.2.1 Khach hang

Phan tich khach Mng Ik phto tfch moi de dpa hay ca hi mk khach hang dem dincho doanh nghiep Noi dung phan tich khach hang bao gom cac noi dung nhu1

-Mo t^ d^c diem, chfin dung khach hiing

-Quy mo va siic tang trudng

-D^c diem van hoa, xa hpi, dan t$c, ton giao

-Qui trinh ra quyet dinh mua hang

-Cdc yiu to tkc ding den qud trinh mua

-C4c yiu to tiip thi nhay c^m

-Cdc th6i quen vi truyin thong

Ska phim thay

thi

Nguy ca tir s4n phim

vk dich vu thay the

Nguhi mua

Khanangthuanglupng ctia

Trang8SVTH: Nguyen Chau Thanh

12 Michael E Porter 1985 Dan theo Huynh Phu Thjnh 2009.

Hinh 2.2: Cdc npi dung chu yeu can phan tich vi doi thu canh tranh12

Cdc tiem ndngCac di^m manh vd diem yeucda doi thu

Cdc gia thuyet

Dupe d6i thii dat ra ve bdn

than vdv^ ngdnh

Cac van de can trd loi ve doi thii canh tranh

-Doi thd co hai long vdi vi tri hin tai khong?

-NhOng budc di hay sp dich chuyen chien lupc

ndo d6i thii cd th^ sg thpc hin?

-Dilm yeu cda d6i thii canh tranh?

-Dieu gi kich thich d6i thu canh tranh trd dua

manh me va hi$u qud?

Nhime diiu doi thii canh tranh

dane lam va co the lam duac

Chien lupc hien taiC6ng ty d6 dang canh tranhnhuthendo?

Nhim^ veu to dieu khien doi

thii canh tranh

Myc tieu tuung lai

C t^t cd cdc cap qudn trj va

theo nhieu gidc dp

2.2.2.2 Hoi thu canh tranh

Ap lire tir cac doi thu canh tranh la loai ^p lye thuong xuyen va de dpa trvrc tiept<5ri str ton tai va phat triin cda tat cd ede cong ty trong nganh Cac yeu t6 quyet djnhmuc dp canh tranh gifta cac cong ty trong nganh nhtr so lupng doi thii canh tranh; Sirtuong dong ve quy mo; T6c dp tdng tnrdng cua ngdnh; Nganh co nang l^c du thira; Chiphi co djnh va chi phi luu kho cao; Thi^u vdng su khdc biet ciia sdn pham va chi phichuyen d6i; Tinh da dang cua ngdnh; S\r ddt cupc vdo ngdnh vd cac rdo cdn rut lui Cdcnpi dung chb yeu cua vipc phan tfch doi thii canh tranh dupe the hipn 6 hinh 2.2

Lap ki hoach kinh doanh djch vy du ljch lit hdnh cho cong ty CP Du lich An Giang

SVTH: Nguyen Chdu ThanhTrang9

13 Huynh Phu Thjnh 2009 Tdi lieu (H din.

2.2.2.3Nhd cung cap

Nguoi cung cap bao gom cdc doi tupng: (1) ngudi bdn vdt hr, thiit bi; (2) cdngding tdi chinh; (3) nguon lao ddng Tuong tvr nhu khdch hdng, khi ngudi cung dip co

mi the, hp c6 the gdy dp lpc vd tpo bat lpi cho doanh nghipp

Ngudi cung ling c6 the de dpa cdc ding ty trong ngdnh bang cdc hanh dpng nhu(1) t^ng gid ban; (2) gidm chat lupng s^n pham cung ling; (3) thay dii phuong therethanh todn H|u qud la chi phi ciia cong ty tang len, ldm giam lpi nhupn

2.2.2.4Doi thii tiem an

Doi thii tiem an c6 the la y^u to l^m gito lpi nhun cua cong ty do hp dua v^okhai thdc n^ng lpc sin xuat mdi, vdi mong mu6n gi^nh dupe thj phha vk ede nguon lpcdin thiet D^ ng^n ch^n sp xam nhap ciia d6i thh canh tranh nuii, cdng ty can duy trth^ig rao hpp phap de ng^n c^n sp xam nhap tir b&i ngo^i Cac y^u to ve doi thii tiem ^ncan ph^i phah tich la

-Dp do^n d6i thu canh tranh tiem ^n

-Cac r^o can xam nhap nganh

-DptinhvSdonpadua

-Gid ch5n xam nh|p

-Tmh chat cua ede iao cdn xam nh^p

2.2.2.5Sdn pham thay the

Sdn pham thay th^ Id ede sdn phim c6 cimg cdng dvmg nhu sdn pham cda ngdnh,tiic Id c6 khd ndng thda man cung mpt loai nhu cau ciia khach hang

Cdc sdn phim thay th^ hpn chi miic lpi nhuan tiem n5ng cua ngdnh vl chung ddt

ra miic gia toi da doi vcri sdn pham cua cac cong ty hipn tai Pong nganh Cac loai sdnph^m cd the thay the cho nhau se cpnh tranh v<H nhau Pen thi truemg Cdc trubng hppcan quan tam den sdn ph^m thay thi: Khi sdn pham thay thi c6 gia r6 hem ddng ki sovoi sdn pham cua ngdnh vd khi ngdnh co mpc lpi nhupn cao

2.2.3 Phan P'ch moi tru^ng npi bp13

Mpc tieu ciia viec phan tich npi b^ doanh nghiep la nham xdc dinh cac lpi thicanh tranh ciia doanh nghiep, di ldm co sd hoach dinh chiin lupc di phdt huy ede lpithi canh tranh do Lpi the canh tranh ciia doanh nghiep co thi xuat phdt tir nhieu hoatdOng rieng bi#t nhu thiit ki, sdn xuat, phfin phoi, marketing, Do d6, phuong phdpchudi gid Pi dupe sir dpng de khdo sat mpi hoat dpng ciia doanh nghipp vd sir tuong tdc

Trang10SVTH: Nguyen Ctau Thanh

Cac hoat dgng chu yeuHinh 2.3: Chuoi gia trj cua doanh nghifp

2.2.3.1Cdc hoat dyng chu yeu

>Hau cdn rfdu vao: Bao gom cac hoat dgng lien quan den vigc tiep nh|n, ton tru

vk qukn ly cac yeu to dau vao cua doanh nghiep nhu ti^p nhan dau vko, qu^n lynguySn vat li^u, luu kho v4 qu^n ly ton trS nguyen vat li^u, lap ljch trlnh hoatdgng cho cac phuong tign, k hoach vdn chuy^n, trk lai Mng cho nhi cungtog,

>V&n hanh: Gom t^t ci cac hoat dgng nh5m chuyln cac yeu to dau v^o thanh s4npham cuoi cimg nhu van h4nh may moc, thiet bj, bao bi, dong gdi, 14p rap, b^o

duong thiet bi, Wem tra, in an,

>Hau cdn ddu ra: Bao gom cac hoat dong de dua san pham tdi khach hang cuadoanh nghi^ p nhu qu^n ly ban th4nh pham, ton tru thanh ph^m, van hanh cacphuomg tign phan ph6i, quy trinh dat h^ng v4 xut ly c4c don d^t tang, xay draglich 14m vi^c

>Marketing vd bdn hang: Bao g6m c4c hoat dgng lien quan den viec cung capphuong tign de khach tang mua san pham hoac thuc day hg mua s4n pham nhuqu4ng cdo, khuyen mai, b4n h4ng, djnh gi4, ctao gi4, lua chgn kSnh ph4n phoi,thiet lap quan he gitta c4c kdnh ptan phoi

>Dich vu: Cac hoat dgng cung cap dich v\i ktach tang liSn quan den c4c hoatdgng cung cap dich vg nh4m t4ng cudng ho^c duy tri tot gid tri cua s4n phamnhu l^p dat, huan luygn khach hang, sua chua, cung cdp cac linh kign v4 bg phanthay the, hiu chinh s4n pham, gi4i quyet yeu cau v4 khieu ngi cua kh4ch tang.2.2.3.2Cdc hoat dgng ho try

>Thu mua: Thu mua d cip chiic tang thu mua tat c4 c4c y^u to dau v4o duyc siidgng trong chuoi gi4 tri nhu thu mua nguyen ligu tho, dm mua tang luyng v4nhien li$u, thu mua rtay mdc thiet bi, thu mua ph^n mem qu4n ly, qtan 1^ nguoncung ling,

>Phdt triin cdngnghe: L4 cdc hoat dOng c6 liSn quan den cdc sdn pham vd quytrinh hoat d6ng cua doanh nghi^p Ngodi linh vyc R&D, ptat trien cong nghg

7

nhuan /

Lyi \ \ \

Dich vukhach hang

Marketing

& bdn hdng

Hau can daura

Van hdnh

j Thumga

Bhdt triin copg nghgQujdn tri nguort nhdn lye

SVTH: Nguyln Chdu Thanh

14 Huynh Phu Thinh 2009 Tdi li^u da din.

Cho thay khd nang duy tri vi the cua cong ty trongmuc tang trufrng cua nen kinh te vd ngdnh

Lpi nhudn sau thudTdng so cd phinthufrng

Lai nhuan sau thudTdng tai sdn

Lpi nhuan sau thudVdntped

Lpi nhuan sau thudDoanh thuBieu thj hipu qua chung ve qudn ly

Doanh thu tieu thuTdng von kinh doanh

Doanh thu tieu thuTdi sdn co dinh

Bo lufrng hipu qua sir dung ede ngudn luc

Lai vayLpi nhu^n trudc thud va lai vay

Tons np phdi trdT6ng von kinh doanhCho thay pham vi dupe tai trp bang ede khodn np

Np ngdn hanTSLD & Ddu tu ngln han - Hdng ton kho

Np ngdn hpnTai sdn luu dpng & dau tu ngdn han

Ddnh gia kha nSng thanh toan ede khodn np ngan

han ddo hanDdnh gi^ quy mo tdi chinh cua doanh nghipp

Cdch tinh

Toe d$ tdng lpi nhuan

Toe dp tdng doanh thu

Khd ndng thanh toan nhanh

Khd ndng thanh toan hiSn

Bang 2.1: Cdc chi so tai chinh quan trgng14I4p kd ho^ch kinh doanh djch vp du lich 10: hdnh cho cdng ty CP Du ljch An Giang

SVTH: Nguyin Chau ThanhTrang 12

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

Lap ke hoach kinh doanh dich vp du lich lit hdnh cho cong ly CP Du ljch An Giang

2.3 Cic cong eg de xSy (lung vd lga chpn ki hoach kinh doanh

2.3.1 Ck cong cu cung cap thong tin xay dung chien hrpc15

2.3.1.1Ma tran ddnh gid cdc yeu to ben ngodi (EFE)

Ma Pdn ddnh gid cdc yiu t6 bSn ngodi hay ma Pdn EFE giup ta t6m tat vd lupngh6a nhQng dnh hudng ciia cdc yeu to m6i truimg tdi doanh nghiep Vice phdt trien mpt

ma tran EFE gom nam budc:

>Bu&c 1: Lap danh mpc cdc ca hOi vd de dpa chii yeu, danh mpc nay bao gom tur

10 d^n 20 yeu to (php thupc vdo quy mo cong ty)

>Bu&c 2: Xdc dinh tam quan trpng cua moi yeu to (trpng so), dilm so dupe cho tir0,0 (khSng quan trpng) den 1,0 (rit quan trpng), ting cdc trpng so phdi bang 1,0

>Bu&c 3: Ddnh gid khd ndng phdn ting ciia cong ty doi vdi cdc cor hoi, de dpa.Khd ndng d6i pho ciia cong ty dli vdi moi co h$i, de dpa dupe cho diem tir 1(phdn ung rat yeu) den 4 (phdn ling rat tot)

>Bu&c 4: Xdc dinh dilm co trpng s6: bang edeh nhdn so diem & bucic 3 vdi budc2.

>Bu&c 5: Xdc djnh tong dilm: C0ng dilm cd trpng s6 ciia t^t cd cdc biln so dexdc dinh tong diem cd trpng so ciia to chiic

2.3.1.2Ma tran hinh dnh canh tranh

Ma trdn hlnh dnh canh tranh nhdn dipn nhung doi thii canh tranh chii yeu ciing cdcdilm manh vd dilm ylu ciia hp Ma trdn nay bao gom cd cdc yeu to ben ngodi Ian cdcylu to ben trong cd tam quan trpng quyet djnh den sp thdnh cong cda doanh nghi$p.Ngodi ra, trong ma tran hinh dnh canh tranh, cdc doi thii canh tranh cung sS dupe xemxet vd tinh tong so diem quan trpng Tong s6 dilm dupe ddnh gid ciia cdc cong ty canhtranh dupe so sdnh vdi cong ty dang nghien cuu Vifc so sdnh cung cap cho ta nhiluthdng tin chiln lupc quan trpng Cdch xay dung md tran hlnh dnh canh tranh tuong tpnhu cdch xay dpng ma Pan ddnh gid cdc yeu to ben ngodi

2.3.1.3Ma tran ddnh gid npi bp (IFE)

Phan tich moi trudng npi b^ giup cong ty nhdn di^n dupe nhung diem manh vddilm ylu ciia mlnh Ma Pan ddnh gid npi bp dupe sir dpng dl ddnh gid dinh lupng cdcdiem manh vd dilm ylu quan Ppng d6 Ma Pan IFE dupe phdt trien theo ndm budc

>Bu&c 1: Lap danh mpc cdc nhdn t6 thdnh c6ng chii yeu, danh mpc ndy bao gom

tu 10 den 20 yeu to (php thuOc vdo quy mfi cong ty)

>Bu&c 2: Xdc dinh tint quan Ppng ciia moi nhdn t6 (Ppng so), diem so dupe chotir 0,0 (khong quan Ppng) den 1,0 (rat quan Ppng), ting cdc Ppng so phdi bdng1,0.

>Bu&c 3: Ddnh gid ndng lpc ciia c6ng ty doi vdi moi nhdn to thdnh cong Ndnglpc dupe cho diem tir 1 (rat yeu) den 4 (rat manh)

Trang13SVTH: Nguyin Chau Thanh

16 Huynh Phu Thjnh 2009 T^ lieu da din.

Hinh 2.4: Lirfri "Su nhay cdm ve gid/Mdc quan tam din su khdc bi^f

2.3.2.2 Cong cu lua chpn chicn lirpc kinh doanh cu the (Ma tran SWOT)

Ma trfin SWOT cho phdp ddnh gid diim manh/diim yeu cua cong ty va udc lupngnhiing co hpi, nguy ca cua mdi tnrbng kinh doanh ben ngodi, tvr do co sp phoi hpp hop

ly giila ndng lpc cha cong ty vdi tinh hinh moi trudng Ma Pan ndy gidp cho cong typhdt trien bon loai chien hrpc:

>Cdc chien lupc diim manh - ca hoi (S - 0): Stir dung nhiing diim mpnh benPong cua cong ty di khai thdc cdc ca hpi hap dan ben ngodi

>Cdc chien lupc diim yiu - ca hpi (W - O): Cdi thiSn nhiing diim yeu ben Pongnhb khai thdc cdc ca h^i bSn ngodi

>• Cdc chiin lupc diim manh - de dpa (S - T): Si dung cdc diim manh di tranhkhdi cdc moi de dpa bSn ngodi

>Cdc chiin lupc diim yeu - nguy cp (W - T): Tii thiiu hoa diim yiu ben Pong

di Pdnh dnh hudmg cua moi de dpa ben ngodi

Theo Fred R David vipc xay dpng ma P^n SWOT Pdi qua 8 buoc:

Budc 1: Liet ke cdc cp hpi quan Ppng ben ngodi cong ty

Muc nhay cdm ve gid cua khdeh hdng THAP

Mire quan tamden

sukhdcbi^t cdasdnpham

CAO

CHB^NHTgfCDAC CHUNG

Mire nhay cdm ve gid cua khdeh hdng CAO

>Buctc 4: Xdc djnh diim c6 Ppng so: bdng cdch nhan s6 diim d budc 3 vdi budc2.

>Budc 5: Xdc dinh tong diim ddnh gid ndng lpc cpnh tranh cda doanh nghip:Cong t6ng so diem co trpng so cua tit cd cdc nhan to de xdc dinh tong so diemddnh gid ndng lire canh tranh cda doanh nghipp

2.3.2 Cdc cong cu hoach djnh chien hrpc16

2.3.2.1 Lvdi "Sir nhay cdm ve gid/Mdc quan tarn den sp khac bi^t"

Ma trdn ndy phdn dnh sp lpa chpn mang tinh ddnh doi cua cdng ty gifta vipc gidmgid thdnh hay tdng them gid tri gia tang cho sdn pham

Lgp ki ho^tch kinh doanh djch vp du lich lfjr hdnh cho cong ty CP Du lich An Giang

SVTH: Nguyen Chau ThanhTrang 14

17 Phsim Ngqc Thuy va cac tac gia 2002 TM li^u da din.

L|.p kl hoach kinh doanh dich vyi du lich Id hdnh cho cong ty CP Du lich An Giang

Budc 2: Lift ke cdc m6i de dpa quan trpng bdn ngodi cong ty

Budc 3: Lift ke cdc dilm manh ben trong cdng ty

Budc 4: Li^t ke cdc dilm ylu ben trong cong ty

Budc 5: Kit hpfp dilm manh vdi ca h|i dl hinh thdnh chiln lupc S + O

Budc 6: Kit hop dilm ylu vdi ca hoi dl hinh thdnh chiln lupc W + O

Budc 7: Kit hpp dilm manh vdi de dpa dl hinh thanh chiln lupc S + T

Budc 8: Kit hpp dilm ylu vdi de dpa dl hinh thanh chiln lupc W + T

2.4Phantichruiro17

2.4.1Djnh nghla rui ro

Riii re la khd nang x4y ra khdc bift gitta kit qud thpc tl vd kit qud dupe du kilnkhi lap kl hoach Rui ro cd thl mang tinh tich epe khi kit qud thuc te tit hon dp kilnhay tif u epe khi kit qud thpc tl khdng tit hem dp kiln Rui ro chi cd thl do ludng dupemot edeh tuong dli, cd thl do thdng qua miic dO tin that bdng tiln

2.4.2Phfin loai rui ro

Cd 3 loai rdi ro chinh Pong kinh doanh I^ riii ro gid, nli ro tin dpng va riii ro thuin

cap vd tai nan lao dpng, Im dau cda nhdn vien.

2.4.3Cdc phiromg phdp han che rui ro

Cd 3 phuong phdp thudmg sd dpng dl hpn chi rdi ro Id kilm sodt tin thlt, tdi Ppkhi cd rdi ro vd gidm rdi ro n^i tpi

>Kiim sodt ton that la cdc hoat dpng gidm chi phi tin that bdng each gidm tansuit tin that vd gidm mdc dp tin that Ngodi ra, cd thl phdn thdnh 2 nhdm Idnhdm phuong phdp gidm bdt cdc hoat dpng rdi ro vd nhdm phuang phdp giatang phdng ngda tin thit

>Tdi frjr khi co rui ro Id phuang phdp tpo nguon quy dl chi Pd hodc bli thudngcho cdc tin thit xdy ra Cd 4 phuang phdp tdi Pp Id tp bdo hilm, mua hop ding

Trang 15SVTH: Nguyen ChSu Thanh

Thong qua viec ph^n tich moi truong ben ngoai (moi truong vt mo, m6i truong tac nghiep) cong ty nhan ra duoc nhflng anh huong cua cac y6u to 6 moi trubmg ben ngoai den tilth hinh hoat dong cua cong ty, ttr do nhan ra cac co hoi cung nhu de doa do cac yeu to dd mang l^i N^oai ra, viec phSn tich moi truong noi bo se giiip cong ty nhan

ra cac diem manh, diem yeu ma cong ty mirth dang cd.

Hinh 2.5: Mo hinh nghien cvu

Phan tich rdi ro

chinh

Du bdo k^t qua tai

K6 hoach taichinh

Ke hoach tiep thi

lucre cua cong ty Muc tieu vh chien

Phan tich m6i

trucmg tac nghiep

Phan tich moi

trubng vl mo

Phan ttch moi

Mo ta ve cong ty

va dich vu

Lap ke hoach kinh doanh dich vu du lich Iu hilnh cho c6ng ty CP Du lich An Giang

biio hiem, su dung c^c nguon dan xuat tai chinh va chuyen giao rui ro thong qua hop dong.

> Giant rM ro noi tgi: cd the sir dung hai cdch lam giant rui ro ben trong doanh nghiep la da dang hda cac hinh thiic dau tu v& dau tu vao thong tin.

2.5 Mo hinh nghien ciiu

Ttr co sir ly thuyet va c^c v^n de lien quan den de tai nghien curu, de tai se duqc

ti^n h^nh theo mo hinh duoi day:

SVTH: Nguyen Chau ThanhTrang 16

Tiep theo la xac djnh cdc muc tieu phat trien, chien lucre cua c6ng ty va hoach

dinh ke hoach cac bo ph^n, bao g6m k^ ho^ch tiep thi, k6 hoach san xuat, k6 hoach nhan

str va ke hoach tai chinh nham thuc hien nhung muc tieu, chien lucre de ra.

Cuoj chng la phdn chi tiSt hda cac nguon lire c^n thi^t de thuc hien k^ hoach va du

bdo cac ket qud tai chihh m^ cong ty dat duoc trong ky ke hoach Ngoai ra, con co phan phan tich rui ro trong ho^t dong kinh doanh lft hanh.

Lap ke hoach kinh doanh dich vu du lich lft hUnh cho c6ng ty CP Du lich An Giang

THLf VI EN

pTRUbNGBAI HOC

AN GIANG

SVTH: Nguyen Ch4u Thanh

L4p ke hoach kinh doanh djch vp du lich lit h4nh cho cong ty CP Du ljch An Giang

Chirong 3 Gl^l TBO$U TRUNG TAM DJCH VV DU LICH AN GIANG

Trung tam Dich vp Du lich An Giang 1^ mOt trung t&n true thuOc Cflng ty Cophan Du ljch An Giang Do d6, 6k hign ro hon hoat dpng ciia Trung tam Djch vp Dulich An Giang, can thn hilu so luqrc ve Cong ty Co phan Du lich An Giang

3.1 Gift thi^u Cong ty Co phan Du ljch An Giang

>TSn cong ty: Cong ty Co phan Du ljch An Giang

>Ten tigng anh: An Giang Tourimex Joint Stock Company

>TSn thucmg hieu: An Giang Tourimex

>Trp sd chinh: 80E, Butag Tran Hung Bao, phudng My Xuyen, th4nh ph6 Long

Xuyen, tinh An Giang.

>Dipn thoai: 076 3843752 - 3949369

^ Email: angianstourimex@vDii.vn

>Von (lieu l^: 43.244.600.000 dong

Cdng ty Co phan Du Lich An Giang (AN GIANG TOURIMEX) hlnh thanh tir

ndm 1978 14 don vj ho^t dng trSn ITnh vpc du lich v4 thuong m^i TrSn 30 nSm hlnhth4nh v4 ph4t triin, Cong ty Co ph^n Du Ljch An Giang khSng ngimg I6n m^nh v4 trdth4nh don vi chu luc khai th4c du lich v4 xuat khiu luong thuc, nong s4n c4a tinh AnGiang v4 khu vpc dong b4ng s6ng Curu Long

San pham/dich vy chinh cua cong ty

>Du lich: ltt h4nh, kh4ch san, nh4 h4ng

>Thucmg m(ti: ch bien v4 xuat kh^u g^o, nong - lam - thuy s4n.

3.1.1 C4c cu so kinh doanh du lich true thuc

>Trung tam DjchvpDu lich

Bja chi:

+ Try sd chinh: 80E Trln Hung Dao, P My XuySn, Tp Long XuySn, An Giang.+ VPDD: 17 Nguygn V4n Cung, P My Long, Tp Long Xuyen, An Giang

>Kh4ch san Dong Xuyen

Bja chi: 9A, Luang V4n Cu, P My Long, Tp Long XuySn, An Giang

>Kh4ch san Long Xuyen

Bja chi: 19 Nguyen V5n Cung, P My Long, Tp Long Xuyen, An Giang

Trang 18SVTH: Nguyen Chau Thanh

Hinh 3.1 So do to chuc cua Trung tarn Dich v^ Du lich An Giang

(Nguon: Trung tam Dich vit Du lich)

tAixe HUdNGDANVIEN

Lap k hoach kinh doanh djch v^ du lich ltt hanh cho cong ty CP Du ljch An Giang

> Khu du lich Tttc Dyp

Dja chi: xa An The, huyen Tri Ton, tinh An Giang

3.2 Gitti thi^u Trung tam Djch v^ Du lich An Giang

Email: angiangtour(5!hcm.vnn.vn - angiangtour74@gmail.com

3.2.2So do to chuc cua Trung tarn Dich vu Du ljch

SVTH: Nguyen Chau ThanhTrang 19

Ban gidm doc (01 gidm doc, 02 ph6 gidm doc): Gidm d6c chiu trdch nhi^m ve mpihopt dOng kinh doanh ctia trung tdm Phri gidm doe, trqc tiep dieu hdnh ede hoat dpngeta kl todn vd dieu hanh, thay m^t giam d6c dieu hdnh vd chi dao cong vipc don vi kinhdoanh khi giam doe vdng mdt

Kl todn (01 ngudi): Thvrc hipn chinh xdc ede hpp ding dich vq, tinh todn chi phiphdi trd, phdi npp hdng thdng, qu^, ndm Thuc hi$n quyet todn, bdo cdo, th6ng ke, kilmtra, d6i chilu ede so liu kl todn phdt sinh

Bieu hdnh (01 ngudi): Trqc tilp chiu trdch nhipm, dieu hanh t6 hudng din vita dulich vd tdi xe eta trung tam Bdm bdo sir nhanh chdng vd chinh xdc trong vi^ c tinh todnchuong trinh tour, tuy^n Thudng xuyen cap nht thong tin ve gid cd, chat lupng ededich vq 5n, nghl, tuyen duomg d^ hr van vd xdy dqng ede chuong trinh du lich ngaycdng da dang, mdi, la, hap dan nhdm phqc vq nhu clu ngay cdng cao eta khdeh hdng.Huong din vien (06 nguiri): Chap hdnh theo sq phan c6ng eta cap tren, thuc hien

tot chuong trinh tour, tuyen dupe giao Nghi^n curu ede tuyen, diem, djch vq an, nghl

nhdm tham muu cho ldnh dqo vd bO phdn dilu hdnh xdy dung ede tour mdi phu hpp voitimg nhdm doi tupng khdeh hdng

Tdi xe (03 ngudi): Bilu khiln phuong tiqn theo hpp d^ng vd sq dilu d$ng eta cap

trSn Bdm bdo an todn cho khdeh hdng trong chuy^n di Vq sinh, kiem tra xe trudc khi

di Tham muu cho ban Gidm d6c, bp phdn dieu htah ve tuyen during nhdm thiet ke tour,tuyen ph^ hpp

3.3 Djnh hu^^ng phdt trien trong tuong lai cua Trung tam Djch vq Du lich AnGiang doi vrii linh vqc kinh doanh dich vq du Ijch lir hanh

Trung tam Dich vq Du lich An Giang trqc thupc c6ng ty c6 phln Du lich AnGiang huring d^n sq phdt trien bin vung, dua hen co sri cdi sin cri vd tilp tqc mri rpngdau tu ndng cap nhfing cdi mrii Cq the nhu sau:

Vedautw

>Tiep tqc dly manh dlu tu, ndng clp, thay mrii hang thilt bi, phuong ti$n vdnchuyen ngay cdng hipn dqi, ti$n nghi vd tam bdo an todn tuypt d6i tap ring nhuclu ngdy cdng cao eta thi truing vd du khdeh nham giu vflng uy tin thuonghipu, giu vfing danh hipu TOPTEN 10: hdnh npi dia hdng dlu Vipt Nam trongnhung nam tiep theo (dupe Tong cqc Du ljch & Hipp hpi Du lich Vipt Nam congnhdn nam 2008,2010,2011, nam 2012 chua xet)

Vesanphum

>Ba dang hria sdn phlm, dich vq, gid cd phu hpp vrii mpi doi tupng khdeh hdng

>Thudng xuyen thay d6i chuong trinh tour, n$i dung phong phi, mrii Iq, hap din,thay doi hlnh thric thiet kl, trinh bay, in an dpp, thu hrit khdeh hdng

>Tip trung khai thdc tilm ndng du lich npi tinh, mri rOng thi truing tilm ndng

Campuchia, Thai Lan.

Lap kl hoach kinh doanh dich vq du lich ltt hdnh cho cong ty CP Du lich An Giang

SVTH: Nguyen Chau ThanhTrang 20

Chat lit^ngphtfc vif

>Ning cao ky nang phyc vu cua ^pi ngu hudng din viSn; tii xl, nhan vien dilu

Nang cao ning lire canh tranh, gdp phln t^o nin moi trudng canh tranh linh m?nhtrong cOng dong doanh nghiep du lich ddng tren dia bin tinh An Giang

3.4Doi tic cua Trung tam Djch vu Du lich An Giang

Hi^n nay, Trung tam Dich vu Du ljch An Giang true thupc Cdng ty co phan Dulich An Giang cd moi liin ket tot vdi cic cdng ty khic trong nginh, cung nhau xiy dungm6i quan h$ hop tic ben viing, liu dii, nhim gdp phan dua hinh inh du ljch Vi^t Namngiy cing phit trien hon nOa Cy thl nhu sau

Cdng ty cd su lien kit vdi cic cdng ty du ljch 1ft hinh (ndi dja vi quoc tl) d mdt

so khu vuc nhu

>•Cic cdng ty du ljch lft hinh d khu vuc dong bing sdng Cftu Long

>Cic cdng ty du ljch lft hinh tai TP HCM

>Cic cdng tyduljchlft hanh tai VungTiu

>Cdng ty du ljch lft hanh tai Di Lyt

3.5San pham dye trung cua Trung tam Dich vu Du lich An Giang

Trung tint Dich vy Du ljch An Giang xic djnh sin pham dye trung mang din sukhic bidt gifta Trung tim so vdi cic cdng ty khic kinh doanh cung linh vuc tai AnGiang li

Chuong trlnh du lich trong tinh

>Tjnh Bidn, Tri Ton, Chau Die, Nui Sam, Nui Sip, Di chi 6c Eo, Rung Trim TriSu

>Homestay (My Hda Hung)

Chuomg trlnh du lich trong nude

>Vung Tiu, Da Lyt, Nha Trang, Da Ning, Hul, Hdi An, KonTum, Pleiku, Budn

MaThu|t

>CdnDio.PhuQulc

>Quing Binh, Ha Npi, Yen Tft, Ha Long, Tuan Chau

Lap kl hoach kinh doanh dich vy du ljch I^ hanh cho cdng ty CP Du lich An Giang

Trang21SVTH: Nguyen Chau Thanh

Hinh 3.2 Ket qua hoat dng kinh doanh dich vp Ifl hknh

(NguSn: Trung tdm Dich vu Du lich)Nhln chung, ket qu4 hopt dpng kinh doanh 10; tanh cua Cong ty C6 ph^n Du lich

An Giang trong giai doan 2010 - 2012 tuomg doi tot, doanh thu nOm 2012 dat10.844.042.476 d6ng, tang 1,34% so vdi nam 2011, lpi nhuan thu dupe trong ngm 2012

14 1.457.259.640 dong, tOng 10,65% so vdi n5m 2011 Nguyen nhan 14 do trong boic4nh nen kinh te g4p nhieu khd khSn, d^ d4m b4o kinh doanh cd lpi nhuan nSn Trungtdm Djch vo Du lich trtrc thuOc C6ng ty C6 phAn Du lich An Giang d3 dAu tu, d6i mdiphuctng ti^n v^ln chuyen, cung c6 bo m4y qu4n ly v4 thpc hien manh me cac hoat d$ngnghien cuu thi tnrdng, tiep thj, xay dpng nhieu tour, tuyen du lich mdi la, hap din v4 cd

sp liSn ket vdi ede cong ty du lich kh4c d c4c tinh dong bAng sdng Cdu Long nSn tlnhhhih hoat dong ctia Cong ty co phAn Du lich An Giang dang cd chieu hudng tot Dieun4y cho thay cong ty ph4n ting nhanh vdi nhung biAn dpng cua thi tnrdng

Nam 2010Nam 2011Nam 2012

• Doanh thu • Lpi nhn|n

Chuong trlnh du lich nude ngoai

> Campuchia, Thai Lan, Singapore, Malaysia, HAng Kong, Trung Quoc.

3.6 Tinh hinh ho^t dgng kinh doanh djch vu du Ijch Iir hanh cua Trung tarn Djchv\j Du Ijch An Giang

3.6.1 Doanh thu - lgi nhuan giai doan 2010 - 2012

L4p kA hopch kinh doanh djch vp du lich I^ h4nh cho cong ty CP Du lich An Giang

Trang22SVTH: Nguyen Chau Thanh

Hinh 3.3 So Iurgmg khach hdng cua Trung tam Djch vu Du ljch qua cac nam

(Nguon: Trung tarn Dich vtJDu Ijch)Qua so li^u tren, cho th^y trong nhfing n5m qua ( 2010 - 2012) s6 luqng khachhang cua trung tam ph^c vy chu y^u la kh^ch npi dja va c6 sy thay doi d^ng ke, solugrng khach npi dja nam 2012 la 13.240 nguoi, tdng 17,88% so vdi nam 2010 Trongkhi do so hrcmg khach quoc t^ v^o Vipt Nam lai gi^^i g^n 64,5% so vdi n5m 2010.Nguy^n nhfin lupng kh^ch quoc t^ gitet manh la do tac dpng ciia cupc suy thodi kinh te

vd np cong dd dnh hudng den nhu cau du lich cda du khach tren thj tnrimg qu6c te vdddy khong phdi la nhom khdch hang muc tieu ciia cong ty huong din nSn it co cdc hoatdpng de thu hut nhom khdch hang nay Tuy lupng khdch qu6c ti gidm, nhung lupngkhdch npi dja tang cao Id dp trong ndm qua c6 nhieu chucrng trlnh lien kit gidm gid giua'

lu hdnh, khdch san, ve may bay vd chuong trinh kich cdu du lich n^i dja 2012 cua Tingcpc Du lich phdt dpng nen vic gidm gid tour da th6a mdn tam ly ciia ngu^i tieu dung vdday cung la nhom khdch hang ma Trung tdm djch vy Du hch An Giang tryc thuic c6ng

ty Ci phin Du Ijch An Giang phyc vy nhieu nhat trong nhftng ndm qua, dpi ngu nhdnvien ciia trung tdm da khong ngirng nghiSn cdru, thiit ki, xay dyng nhiiu tour du ljchm^i ly, hap dan, gid rd vdi tinh than phyc vy nhidt tinh, hang dpng, chu ddo, ddp lingnhu cau ciia khdch du ljch nOi dja ndn da thu hut nhiiu khdch du ljch din vdi cong ty

H Khach Vipt Nam ra mrdc ngodi

• Khdch qu6c ti vao Vipt Nam

Trang23SVTH: Nguyen Chdu Thanh

>Nghien ciru so'bg

Sir dpng ky thuat thio lun tay doi vdi ban giam doc, tnrdng phbng cdc bo phn

va nhdn vien ciia cSng ty nh^m thu thap nhfing thdng tin nhir cdc nhan djnh ve moitnrbng vi md, tac nghigp vd nhfing danh gid cua hp ve dilm mtmh, y^u ciia cong tytrong thiri gian qua dl m6 td vd phdn tich cdc ho^t dpng cua cdng ty Ngodi ra, con th\rchi^n tint kiem cdc thong tin thii cap tir internet, bdo vd cdc van de lidn quan d^ ph^c v\icho de tdi

>Nghien cihi chinh thirc

Sau khi cdc da lipu dd thu th^p, xii 1^ vd phfin tich, mpt bdc tranh mo td todn cdnh

ve cdng ty, sdn pham, thi tnrdng vd mdi tnrdng kinh doanh dd dupe hlnh thdnh Tiepden, phan nghien ciru chinh thirc sS dupe tien hdnh de hoach djnh nen mpt ke hoachkinh doanh cp the, phit hpp vdi mpc tieu phdt triln cda cdng ty vd gdn lien vdi thpc ti^n,dpa tren cdc da lipu ciia nghien ciru so bd

5tuin

2tu^nThoigian

Phdng van chuy^n sauNghien wiu t^i banTMolu|ntayd6iNghien ciru t^d b^n

Ky thuat

So cap

Thucdp

So capThticap

Ciurong 4 PHtfONG PHAP NGHrflN CUtI

4.1 Thiet ke nghien ciru

4.1.1 Tien d nghien cvu

Nghidn ciru dupe thvtc hipn thong qua 2 budc: nghien ciru so bp vd nghien cuuchinh thdc

Bang 4.1 Tien dp nghien cuuLaLp ke hoach kinh doanh djch vp du lich lft hdnh cho cong ty CP Du lich An Giang

Trang 24SVTH: Nguyen CMu Thanh

Hinh 4.1: Qui truth nghien cihi

Viet bao cdo

Phantichduli^^tvalap ke hoach

Cosdlythuyet-M6hinh nghien ciru

Xac dinh van d^

- 4.1.2 Qui truth nghien cihi

Nghien ciru dupe thpc hi6n qua hai budc chinh la nghien ciru sa bp va nghien cuu

chinhthitc.

LSp ke ho^ch kinh doanh dich vp du licit lu: hanh cho cong ty CP Du lich An Giang

SVTH: Nguyen Chdu ThanhTrang25

Lap k hoach kinh doanh dich vp du lich la hdnh cho cong ty CP Du ljch An Giang

Giai thfch qui trinh

>Ngltien cvu chinh tluic

Sau khi cdc da lieu da thu thap, xdr ly vd phdn tich, mpt bdc tranh m6 td todn cdnh

ve cong ty, sdn pham, thi trudmg vd m6i tnrimg kinh doanh da dupe hinh thdnh Tiepden, phln nghien cuu chinh thuc se dupe tien hdnh d hoach dinh nen mpt ke hoachkinh doanh cp the, phu hpp vdi mpc tieu phdt trien cda cong ty vd gdn lien vdi th\rc tien,dua tren cdc du lieu cda nghien cuu so b^ vd viet bdo cdo nghien ciiu

4.2NgudnduU^u

>Du li^i thu cap: <& li^u nay dupe thu thap td sdeh, bdo, tap chi, cdc vdn bdnd)nh huang hoat dpng cda cong ty, cdc bdn bdo cdo thudng nien, bdo cdo tdichinh, bdo cdo kt qud hoat dpng kinh doanh cda cong ty vd cdc van de nghien

cuu truoc co lien quan den de tdi nghien cuu.

>Die lieu sff cap: dupe thu thap td vi^c phdng van chuyen sau cdn bp qudn ly,nhan vien vd mpt so thong tin sS dupe thu thtip thdng qua bdn hdi trpc tiep

Trang26SVTH: Nguyen CMu Thanh

Hipp hpi Lt hdnh Vi^t Nam

(httrr/Avww.vista.net.vn/1 Vidn Nghien

Gidi thi^u cong

ty Co phtb Duljch An Giang,

gidi thipu

Trung tam Dich

vp Du ljch

Tinh hlnh hoatdpng kinhdoanh dich vu

du ljch Id Mnh

cua cdng ty.

Phuong hudng,mpc tiSu phattrien trong thbigiantdi

Ni dung

Cac bai bao cdo,

phan tfch, d^nh

gid, nhan djnh ve

nganh, cac v&n

ban phap Mt li@n

quan den moi

tnrdng vT mo, t^c

nghi^p cda ngtah

Tdi li^u gidi thi^u

4.3 Phiroug phap thu thap dv Hpu

4.3.1 Dulipu thu cap

B^ng 4.2 Npi dung can thu thap du lieu thu capL^p k ho^ch kJnh doanh dich vp du lich ltr hanh cho cdng ty CP Du lich An Giang

Trang27SVTH: Nguyln Chau Thanh

4.4 Phmmg phdp phan tich du ligu

DC- lieu thu thap gom du lieu thu cap va so cap, moi loai du lieu c6 d^c tinh khacnhau nSn se c6 phuong phap phSn tich khdc nhau

4.4.1Duli^u thu cap

Day la loai dft li^u dupe thu thdp tir nhieu nguon khac nhau, do do ptai doc, xemlai to^n bp dtJ liSu trudc khi tien hanh tong hpp, tlm thdng tin tit npi b6 c6ng ty v^ benngoai nhim ho trp cho vide phSn tich moi tru^ng vi m6, mdi trudtng tac nghiep

Tom tdt d& liu: sur dpng phuong phap tdm tdt dang b^ng

Phdn tich dft lipu: sil d\mg phuong phdp phan tich ma trgn SWOT de tong hpp dSli^u v^ tien hanh lap k hoach kinh doanh cho cong ty

Phdng van trtrc tiepPhdngvantrvrcti^p

Phdng van trqc tiep

Phmrng phap thuthap

Chat luqng djch v\i

Co hpi, de dpa doi voihoat d^ng cua cong ty

Doi thii canh tranh,

khdch hang, nha cungcap,

Ngi dung e3n thu

th^p

03 03

02

Solupng

Khachhang

NhanviSn

Lanh d^o, quin ly

cua Trung tam

thap thong tin

Lap ke hoach kinh doanh dich vp du Iich IS hanh cho cong ty CP Du lich An Giang

4.3.2 DO-li^u so-cap

Bang 4.3: Ngi dung can thu thap du Iipu sor cap

Trang 28SVTH: Nguyen Chau Thanh

ViSt ban chinh

Sua ban nhap

Viet ban nhap

4.5 Tien do there hien cua de tai

Bg tai nghien ciiu duoc thuc hien til cu6i thang 12/2012 dgn cu6i thang 5/2013

Cu thi duoc phan b6 trong bang 4.4

Bang 4.4: Tien do thuc hien

Lap kg hoach kinh doanh dich vu du lich 10 hanh cho cong ty CP Du lich An Giang

18Nguon: Anh Thu 24.12.2012 Tang tnrong kinh te ci nude nam 2012 chi dat 5,03% Dpc tit http://www.sggp.org.vn/kinhte/2012/12/307546/ [true tuyen] Dgc ngay 22.2.2013.

19Nguon: Dang Thuy 27.12.2012 WB du b4o GDP Viet Nam nam 2013 cr marc 5,5% Dqo ttr http://danviet.vn/118047plc25/wb-du-bao-gdp-viet-nam-nam-2013-o-mue-55.htm [true tuyen] Doc ngay 20.2.2013.

20Nguon: Theo Gafin 12.3.2013 Ernst & Young Kinh te Viet Nam fing trudng 7% tit n5m 2014 Dpc tu

http://vietfi.vn/Ernst—Young-Kinh-te-Viet-Nam-tang-truong-7-tu-2014/l604/23570 [true tuyen] Dpc ngay 16.3.2013.

Ngu6n: That Son 24.12.2012 Chu tich UBND tinh An Giang Vuong Blnh Thanh duy tri ting trudng d mire hpp ly Dpc tit http://sggp.org.vn/kinhte/tugioithieu/2012/12/307502/ [true tuyen] Dpc ngay

16.3.2013.

22 Ngudi: Thanh Hung - Thu TMo 11.12.2012 TMnh uy Long Xuydn, Thi Uy Chau Doc HOi ngh) ban chapMnhDingbp.Dpctir http://m.baoangiang.com.vn/newsdetails/lD3FE19205A/TMnh uv Long Xuven Thi uv Chau Doc H

oi nghi Ban Chap Mnh Dang bo.aspx [true tuyn] Dpc ngay 16.3.2013.

SVTH: Nguyen Chau ThanhTrang 29

5.1 Phan tfch anh hudng cua moi trirdng vi mo

5.1.1 Yen to kinh te

Tang tnrdng GDP n4m 2012 cua Vi^t Nam la 5,03^, imic tang trudng n4m naytuy thap hon mdc tang 5,89% cila nam 201118 nhung theo nh^n dinh cua Tong cpcthong ke thi trong boi c4nh kinh ti the gidi gSp khd khan, khiing ho4ng np cong Chau

Au van ti^p toe, c4 nude tap trang thpc hi$n mpc ti^u im tien Mem che ^m ph4t, 6ndinh Mnh te vi m6 thi miic tang nhu vay 1^ hop ly Trong buoi hpp bio cong bo bio caocap nhit tlnh hhih kinh te Vipt Nam, Ng^n hang th^ gidi (World Bank) d^ b4o tangtrudng kinh t^ Viet Nam nam 2013 6 muc kho4n 5,5% v4 trong n3m 2014 la 5,7% C6n theo bao cao cua hang Mem toan Ernst & Young (E&Y) thi tang trudng GDP ciiaVi^t Nam trong n8m 2013 dat 5,5% va trong nam 2014 14 7%20 Tuy nhilng d\r bdo cuac4c to chire chua co su th6ng nhat mpt con so nhat dinh, nhung nhin chung thi t6c dptang trudng GDP cua Vipt Nam trong thdi gian tdi dang co xu hudng tang dan

Rieng tpi An Giang, t6c dd tang trudng Mnh t^ GDP cua tinh nam 2012 dat8,45%21 Tuy ph4i doi mat vdi nhi^u khd khan, thach thdc ttr cuc suy thoai Mnh ti thegidi v4 kh^ng ho4ng np cong Chau Au, 1pm ph4t trong nude van d miic cao, nhung tinh

An Giang vln dat dupe t6c dp tang trudng GDP tuong d6i cao Trong khi dd, tpi LongXuySn t6c dp tang trudng Mnh t^ ciia th4nh ph6 dat 10,32%, thu nhap bhih quan daungudi dat 62,5 triSu d6ng, tang gap doi so vdi n4m 201122 Nhu vay, toe dO tang trudngMnh te xa hOi cfia An Giang ndi chung v4 th4nh ph6 Long XuySn ndi rieng dang trSn d4tang trudng, thu nhap binh qufin dlu ngudi tang, ddi song nhdn d4n ng4y c4ng dupe c4ithien n8n ho se chii trpng d^n c4c hoat ddng vui chcri, gi4i tri, du lich tgo di^u Men thupnlpi cho hoat dpng cung dip djch vp du lich cua Cong ty C6 ph^n Du lich An Giang, m^tcdng ty du lich dau tien, h4ng dau ciia tinh An Giang

Chuwng 5 PHAN TfCH CAC MOI TRlT^fNG HOT BQNG cfJA CdNG TY C6

PHAN DU LICH AN GIANG

Lap ki ho^ch kinh doanh dich vu du lich 10: hanh cho cong ty CP Du lich An Giang