Bai Tap Nhom Mon Quan Tri Chien Luoc_cong Ty Vinamilk

5/14/2018 Bai Tap Nhom Mon Quan Tri Chien Luoc_cong Ty Vinamilk

1/27

Quan tr! chien luvcCONG TY SUA VINAMILK

~ ~ AI. TONG QUANVE CONG TY1.1. Ljch su hinh thanh v a phat trieD

Nam 1976, hie mOi thanh l~p, C6ng ty SCraVi~t Nam (VINAMILK) co ten laC6ng ty SCra - Ca Phe Mien Nam, true thuoc TOng Cl)C thuc pham, bao gam 4 nhamay thuoc nganh che bien thuc pham:

- Nha may SCraThong Nhat;- Nha may SCraTrUong ThQ;- Nha may sCra Dielac;- Nha may Ca Phe Bien Hoa,

Nam 1982, C6ng ty SCra - Ca phe Mien Nam dU


2/27

Quan tr! chien luvc Nam 1994, Cong ty SCraVi~t Nam (VINAMILK) da xfiy dung them mQt nha

may sera a Ha NQi de phat trien th ] trLfong ti;ii mien Bac, nang tOng sO nha mayt rue thuoc len 4 nha may:

- Nha may SCraThong Nhat.- Nha may sCra Trl10ng ThO.- Nha may sCra Dielac.- Nha may sCra Ha NQi.

Nam 1996, Xi nghiep Lien doanh Sera Binh Djnh ti;ii Quy NhOn ra dOi, gopphan thuan lQi dua san pham Vinarnilk phuc vu rQng khap den ngLfoi tieu dungkhu vue mien Trung.

Nam 2000, Cong ty da tien hanh xfiy duog them:- Nha may sera Can ThO.- Xi nghiep Kho v~n.

Thang 12/2003, Cong ty chuyen sang hinh thtrc Cong ty cO phan, chinh thtrcdoi ten la Cong ty Co phan Sera Vi~t Nam.

Thang 04/2004: Cong ty sap nhap nha may sCra Sal Gon (SAIGONMILK),nang tOng vOn dieu l~ cua Cong ty len 1.590 ty dong

Thang 06/2005: Cong ty mua li;ii phan vOn gop cua dOi tac trong Cong ty SeraBinh Djnh va sap nhap vao Vinamilk

Ngay 30106/2005: Cong ty khanh thanh nha may sera Ngh~ AnNhftng thanh tich do di[Jtduvc:

Triii qua qua trinh hoar dQng va phat trien gan 30 nam qua, Vinamilk da trOthanh mQt doanh nghiep dan dau cua nganh cong nghiep che bien sCra ti;ii Vi~tNam. Nhfrng danh hi~u Vinarnilk da dLfQc nhan la;- Danh hi~u Anh Hung Lao DQng.- Huan chtrong Lao dQng hang nhat, nhi, ba.- Lien tiep dirng dau "Topten hang Vi~t Nam chat IUt;mgcao" ur 1995 - 2004 (doban doc bao Sai Gon Tiep Th] binh chon).

GVGD: Nguyen Phiflm Tuyel Anh Trang 2


3/27

Quan tr! chien luvc- Giai thUong sang tao khoa hoc cong nghe cua To chtrc sa hiru tri tu~ the giOi(WIPO - World Intellectual Property Organization) nam 2000 va nam 2004.- Thang 9/2005: Huan chuong DOc I~p hang ba do chu tich nLfOcTran Duc LUangtrao t~ng vi da co thanh tich xuat sac trong san xuat kinh doanh 5 nam lien tir nam2000 - 2004.1.2. Gi6'i thi,u v e Cong ty

Cong ty Co phan SCraVi~t Nam dLfQc thanh I~p tren cO sa quyet dinh s6155/2003QD-BCN ngay 01 thang 10 nam 2003 cua BO Cong nghiep ve vi~cchuyen Doanh nghiep Nha nUOc Cong ty Sera Vi~t Nam thanh Cong ty Co phanSera Vi~t Nam. Giay Chung nhan dang ky kinh doanh Cong ty s6 4103001932 doSo Ke hoach va Dau ur TP HO Chi Minh cap ngay 20/11/2003. TrLfOcngay 1 thang12 nam 2003, Cong ty Ia doanh nghiep Nha nLfOct rue thuec BO Cong nghiep.- Ten day du: Cong ty Co phan SeraVi~t Nam- Ten viet tat: VINAMILK- Logo:

- Tru so: 36 - 38 Ngo Duc Ke, Quan 1, Tp HO Chi Minh- Van phong giao dich: 184-186-188 Nguyen Dinh Chien, Quan 3, Tp. HCM.- Di~n thoai: (08) 9300 358 Fax: (08) 9305 206- Web site: www.vinarniIk.com.vn- Email: [email protected] lieu I~ cua Cong ty Sera Vi~t Nam hi~n nay: 1.590.000.000.000 VND (MOtngan nam tram chin mtroi ty dong).

Nganh nghe kinh doanh- San xuat va kinh doanh sera hOp, sCrabOt, bOt dinh dLfong, banh, sera uroi,

sCrad~u nanh, nUOc giai khat va cac san pham tCrsera khac;- Kinh doanh thuc pham cong nghe, thiet b] phu rung, v~t nr, hoa chat va

nguyen li~u.GVGD: Nguyen Phiflm Tuyel Anh Trang 3
http://www.vinarniik.com.vn/mailto:[email protected]:[email protected]://www.vinarniik.com.vn/


4/27

Quan tr! chien luvc- Kinh doanh nha, mot giOi cho thuf bat dQng san; Kinh doanh kho bai, ben

bai; Kinh doanh v~n tai hang b~mg 0 to; Bac xep hang hoa;- San xuat mua ban rU


5/27

Quan tr! chien luvcbanh Flan, sera d~u nanh

IT: (84.8) 89607252 Nha may Sfra Truong Sera d~c co dU'Ong, sCia 32 l~ng Van Bi,

ThQ uroi ti~t trimg, sera chua, Quan Thu lLrc, TPsira d~u nanh, nU'oc ep HCMtral cay, phornai, banh IT: (84.8) 896 0727flan

3 Nha may SCia SIDGon Sera uroi ti~t t r img, sira Khu cong nghiep Tanchua uang, sira d~u Thai Hi~p, Q.12, TPnanh, nhua va thiec in HCM

IT: (84. 8) 717 6355Sera bQt, bQt dinh dU'Ong Khu Cong Nghiepdanh cho tre em va BH~nHoa - TTnh lOngngU'oi lon, tra va ca phe. Nai

IT: (84.61) 836 115

4 Nha may SCiaDielac

5 Nha may Sfra Can ThO Sera uroi ti~t trung, sCia Khu Cong Nghiep Trachua, kern, banh Noc, TP can ThO

Tel: (84.71) 842 6986 Nha may SCia Binh Sera uroi ti~t t r img, sira KV1- P Quang Trung,

Djnh chua, sCia chua uang, Tp Quy NhOn, Binhkern Djnh

7 Nha may SCia Ngh~ An Sera uroi ti~t t r img, sira lU'ong Sao Nam, NghiIT: (84.56) 746066chua, nU'oc ep tral cay Thu, Thi xs Ctra La,

Nghe AnTel: (84.38) 949 032

8 Nha may Sfra Ha NQi Sera d~c co dU'Ong, sCiatU'Oi ti~t t rung, sera chua,kern, banh flan

xa DU'Ong xa, GiaLam, Tp. Ha NQiIT: (84.4) 827 6418

9 Xi nghiep kho v~n V~n chuyen, giao nhan 32 l~ng Van Bi,Qu~n Thu lLrc, TP



6/27

Quan tr! chien luvc

I I I I HeMIT: (84.8) 896 66732.2. Cac ehi nhanh eua Cfmg ty:- Chi nhcinh Ha N(Jilia chi: 191 Ba Trieu, Toa nha VINCOM B, Ha NQiTel: (84.4) 9742 520 - 9742512Fax: (84.4) 9742 521- Chi nhcinh Da Nanglia chi: 175 Trieu NCrVUOng - TP. la Nang.Tel: (84.511) 897 222Fax: (84.511) 897 223- Chi nhcinh Can Tholia chi: 86D Hung VlJ'Ong,QNinh Kieu, TP Can ThOTel: (84.71) 827 340Fax: (84.71) 827 334

II. TAM NHIN: "Trathanh thuong hi,u hang dau tilli thi truang Vi,t Namv e san pham dinh dUCmg, va sUc khot! phl:'c vI:' cu(Jc song connguDi "

III. su M~NH: "San pham dinh dUCmg, c o uy tin khoa ht}c v6'i chat luvngquoc te luon hUOng t6'i sf:l' dcip ling hoim hao cho sUc khoe nguDitieu dung".Cong ty Vinamilk: "Mang den cho khcich hang niem tin chat luvngclla san pham dinh dUCmg"NQi dung eua balD tuyen bo s u m~nh:(1) lOi tuong khach hang: ba me, tre em, ngUOi.(2) San pham, dich vu: Cac loai sCra.(3) Thi tnrong: dong b~mg song CU'uLong.(4) MLrcdQ quan tam den cong nghe: rat cao, dam bao chat luong va an

toan ve sinh thuc pham cao nhat.GVGD: Nguyen Phiflm Tuyel Anh Trang 6


7/27

Quan tr! chien luvc(5) Nguyen vong cua chi nhanh: LQi Ich cua ngU'oi tieu dung la muc tieu

phat trien cua Vinamilk.(6) LQi the so vOi chi nhanh khac: Danh muc san pharn da dang va

manh, thircng hieu dU'Qcxfiy duog tOt, ngudn cung On dinh, tin c~y,kinh nghiern quan li tOt, thiet b] cong ngh~ san xuat dar chuan qudcKte o

(7) MLrcdQ quan tam den hinh anh cua to chtrc 0 cong cluing: xfiy duogthtrcng hieu chat ltrong, uy tin.

(8) Chinh sach nhan su: mol trU'ong lam vi~c la ngoi nha thLrhai cua nhanvien,

Phan tich mol tfU'ong kinh doanhI) Khai ni~m va muc dich mdi trU'Ong kinh doanh:

A) Khai ni~rn: moi trucng kinh doanh la nhCrngyeu to, nhCrngluc IlJ'Qng,nhCrngthe che ... narn ben ngoai cua doanh nghiep rna nha quan tr] khongthe kiern soat dtroc nhung cluing li;ii anh hU'ong den heat dQng va ket quaheat dQng cua doanh nghiep.

B) Muc dich: danh gia cac rui ro va cac cO hQi rna rnQt cong ty dOimat va hQCeach lam the nao de xac dinh rna hlnh ding nhu' van de/nhi~rn V l : J d~n giaiquyet, va cac quy trinh chu chct d~n thiet de rna hinh kinh doanh cua hothanh cong han nCia.Nhfrng rui ro co the tac dQng den vi~c dat dU'Qcmuctieu chien lU'Qcse dlJ'Qcdanh gia va cac ke hoach se dlJ'Qctrien khai de xUly cac rui ro nay.

II) Cac yeu to trong mQi trU'Ong kinh doanh:A) Mdi tnrong vi rna:



8/27

Quan tr! chien luvc

1) Chinh trio phtip luat. chinh stich:

./ Hi~n nay, Vi~t Nam da thiet l~p quan h~ ngcai giao vOi 171 quaegia.

Van hoa xii hQi

CTCP SUaVi~t Nam Vinamilk

Y e u t o kinh t e

Van hoa xii hQi

Y e u t o kinh t e


9/27

Quan tr! chien luvc./ Cac quy dinh ve th] tnrong lao dong va quan h~ lao dong nhamkhuyen khich phat trien cac hoar dong san xuat kinh doanh trongpham vi xa hOi kiem soat dUqcThong qua cac ngu6n plnic lqi dambao dap Lrngday du cac nhu cau song tOi thieu cho cac thanh vientrong xa hOi va ho khong phal chi tra cho nhirng plnic lqi do .

./ NUOc ta hi~n nay ap dung cac chinh sach rna cira de phat trienkinh teo

./ Nha nU'Octa cling thuc hien cai each h~ thong phap lu~t de dambao an ninh, tr~t nr va binh On chinh tr], xa hOi.

2) Nen kinh tif:Tren cO sO ket qua san xuat, kinh doanh cua nUoc ta 2 thang dau nam2010, cling nhu' nhirng yeu to thuan lqi va kho khan trong thai gian tOi,TOng cue Thong ke dl! kien sO bO mOt 50 chi tieu chu yeu quy 1/2010nhu' sau:

./ Hai goi kich cau kinh te nam 2009 da phat huy dUqc tac dung,,/ MLrcnhap sieu van con cao the hi~n vi~c phat trien cac nganh

cong nghiep phu tro va chuyen djch cO cau hang xuat khau vancon cham.

,/ Lam phat van chua b] day lui va co nguy cObung phat trO li;ii vaonam 2010.( thach thtrc tiep theo la ap luc lam phat cao. Lam phatkhong pha! la la van de cua nam 2009, nhung nam 2010 hoan toanco the la mOt nam lam phat bung len trO li;iido cac nguyen nhfingay ra lam phat b] tich lily ngay cang nhieu trong nam 2009. CVthe, nhu' cac chinh sach hO trq lai suat lam tang trUong tin dung,nOi long kiem soat gia mOt 50 mat hang nhtr di~n, nUoc, xangdau, dieu chlnh tang IUOngva co the la ca nhirng nO luc phathanh tien rna khong duoc cong bo chinh thtrc, Nguy cO lam phatcang ra rang hen neu tiep tuc thuc hien goi kich thich kinh tetrong dieu ki~n rna chua co giai phap dai han hen de dam baochac chan nguon vOn dat dU'qc hieu qua sinh IOi cao va co khanang tai ti;io ngu6n thu trong nU'oc)



10/27

Quan tr! chien luvc./ - TOng san pham trong nU'Oc (GDP) quy 1/2010 theo gia so sanh

dtr kien tang khoang 5,7-5,9% so vOi cimg k Y nam trl10c./ - Tong mire ban Ie hang hoa va doanh thu djch vu theo gia thuc

te quy 1/2010 dl,J'kien tang khoang 24% so vOi quy 1/2009.,/ - Kim ngach xuat khau quy 1/2010 du kien dar 14,2 ty USD;

kim ngach nhap khau quy 1 du kien 16,8 ty USD. Nh~p sieuquy 1/2010 khoang 2,6 ty USD, bang 18,3% kim ngach xuat khau.

,/ chi 50 gia tieu dung thang 02/2010 tang 1,96% so vOi thang tnroc.chi 50 gia tieu dung thang 02/2010 so vOi cung ky nam trl10c tang8,46%; so vOi thang 12/2009 tang 3,35%. chi 50 gia tieu dung binhquan 2 thang dau nam 2010 tang 8,04% so vOi binh quan cimg kynam 2009.

Chinh sach thue:,/ Ke ur ngay 28/9/2009, thue nhap khau mQt 50 mat hang sera co

su' dieu chlnh tang kha manh, Trang do, mQt solo~i sUa thuocnhom 04.02 (sUa da hoac chua pha them dl10ng, chat tao ngotkhac) co mire thue len tOi 20%.

./ Theo Thong tl1 162 do ThLr trl10ng BQ Tai chinh Do Hoang AnhTuan ky ban hanh, ke ur ngay 28/9, cac lo~i sUa va kern, co d~cdiilchl1a pha them dl10ng hoac chat ngot khac thuoc nhom 04.20se chju mtrc thue 3%; can cac lo~i sera cung nhom nay nhungdong hQp vOi tOng t rong IU'Qng nr 20 kg trO len dtrcc ap m ire thue5%.

Chinh sach U 'u dai dOi vOi ngU'Oi chan nuoi bo sira:./ lJu tien 3 nam dau ke nr khib~Hdau chan nuol bo sera, Nha nl10c

ho rro thue su dung dat nang nghiep va mien thu thuy IQi phi trendi~n tich tr6ng cO cho cac to chtrc, hQ gia dinh, ca nhan chan nuoibo sera.

./ Cac chinh sach uu dai thue khac thuc hien nhu' quy djnh cua LuatKhuyen khich dau ur trong nU'oc va cac lu~t thue hien hanh,vOi cac chi 50 kinh te nhtr tren, nam 2010 se la cO hQi phattrien cho nganh, Tuy nhien, nganh cling g~p khong it kho khan dothue nhap khau tang.



11/27

Quan tr! chien luvc3) Van h6a - xli hOi:Du la mOt dat nU'oc con ngheo ve kinh te, nhung 0 d6, n6 dlJ'Qc hOi du cac

d~c diem pham chat cling nhu' phong thai van hoa, van minh tH~ntien the giOi, taothanh mOt loi song vua c6 tinh nhan lo~i, vua d~m da ban sac Vi~t Nam.

NhCrng phuong thtrc san xuat tren tien va hi~n dai cua the giOi dii rnamang va nang cao tam hieu biet cling nhu' phtrong thtrc hoar dong trong cac linhvue kinh te - xii hOi, khac phuc tam ur duy va thao tac cua nen san xuat nongnghiep, thu cong; nang cluing len tam nr duy va thao tac cua nen san xuat congnghiep,

Thong qua hOi nhap kinh te, giao luu van hoa, khoa hoc, cong nghe, v.v. vOicac phtrong ti~n thong tin va giao thong hi~n d~i, cac mo hinh kinh te, cac eachthtrc to chtrc, quan ly xii hOi, cac dien hinh cong nghiep tien tien v.v. cua cac nlJ'Ocphat trien dii den vOi Vi~t Nam.

Khi 10i san xuat dtrcc hi~n d~i hoa vOi each thtrc nang dong va hi~u qua thimOt the giOi san pham phong phii vOi chat Itrong cao dlJ'Qc teo ra. Dieu d6 dapLrng ngay cang tOt nhu cau tieu thu cua xii hOi. Toan cau hoa la dieu ki~n cho vi~ctrao doi xuat nhap san pham cua cac nen san xuat xii hOi tren the giOi. Do d6,Vi~t Nam du la nOi san xuat con yeu ca ve solU'Qng mat hang Ian chat ltrong sanpham, nhung nhc qua trinh trao doi san pham trong giao Iuu kinh te rna cluing ta c6dU'Qc mOt th] trucng san pham phong plui, dadang, chat lircng cao. Dieu d6, mOtmat, do cO hOi cho sir phat trien doi song v~t chat va tinh than; mat khac, nang caokha nang II/a chon tieu dung thea kha nang kinh te vi sa thich ca nhan.

LOi tieu dung cua ngU'oi Vi~t Nam vlJ'Qt rat xa nhu cau va sO thich trU'ocday; n6 dU'Qc nang len tam cao mOi het sire da dang thea tam nhin va th] hieu cuaxa hOi cong nghiep, Chi trong mOt thol gian rat ngan, loi song tieu dung nglJ'OiVi~t Nam chuyen manh nr tam tieu dung cua mOt nU'oc nong nghiep ngheo sangloi song tieu dung cua xii hOi cong nghiep, Dieu d6 the hien ra nr nha 0 vOi ti~nnghi sinh hoat hau het bang do di~n tLr cho den phU'Ong ti~n di l~i bang xe may, 0to. chi trong khoang mOt vai thap nien cuoi the ky xx. san pham cua nen congnghiep cao hau nhu' deu c6 mat trong tung gia dinh ngU'Oi dan thanh phO: tLr ti vi,tu lanh cho den video, may vi tinh, dan vi song.Ldi song tieu dung cua ngU'Oi Vi~tNam 0 cac thanh phd len dang tung bU'oc dlJ'Qc nang len tir tieu dung cua cac nlJ'Ocphcit trien. Loi san xuat - tieu dung dU'Qc nang len cach thuc va trinh dO mOi keoGVGD: Nguyen Phiflm Tuyel Anh Trang 11


12/27

Quan tr! chien luvcthea loi sinh hoar tucng irng, Loi sinh hoar kieu nong nhan gia day dUc;1chay thebOi 10i sinh heat co nhip dii~ugap gap.

trong,Tam li tieu dung cua ngLfai dan khong he bao thu.Qua viec dieu tra th] hieu tieu dung cua he thong c ac sieu th ] va mang IUOi

ban Ie nhirng nam gan day, cluing ta co the thay la ngLfai tieu dung, nhat la lop tredanh gia cao nhfrng tieu chi nhu' sau khi lua chon mua hang hoa: MOt la ket cau(cau t~a) cua hang hoa hoac v~t dung phai hop lyva cang gon nh~ cang tOt; Hai lakieu dang phai thanh nha va tinh te; ba la cong nang hoat dong phal tien dung vatinh n~ng S L r dung phal lau ben.

4) Cong nghfJ: nen c ong ng he tren the gioi hien nay ngay cang phat trienvLfc;1tac d~c biet la c ac c ong nghe che bien nr khau san xuat, che bienden dong goi va baa quan, Vinarnilk da dau ur phat trien nen cong nghecua minh tOi trinh dO tien tien, hien d~i cua the giOi.- Dau ur dOi mOi cong nghe san xuat sera bOt say phun ur cong nghe"go" sang cong nghe "thOi khi";- Cong nghe va thiet b] thu mua sera uroi cua nong dan, dam baa thu

mua het luong sera bo, th iic day nganh chan nu oi bo sera trong nUoc;- Cong nghe tiet trung nhanh nhiet dO cao de san xuat sera nroi tiett r img;- Dau ur va dOi mOi cong nghe san xuat vO Ian 2 manh;- DOi mOi cong nghe chiet Ian sera bOt, nham On djnh chat ILfc;1ngan

pham, nang cao thai gian baa quan va dam baa ve sinh an toan thucpham;- Dau ur dOi mOi day chuyen dong bO san xuat sera d~u nanh;- Dau ur thiet b] mol hien d~i trong linh vue da dang hoa baa bi san

pham;- Dau ur cong nghe thong tin va dieu khien nr dong chtrong trinh

trong day chuyen cong nghe, nham kiem soat chat che cac thong sO congnghe de tao ra san pham luon dat cac chi tieu chat lircng thea mongmuOn va On dinh ...- Thay dOi cong nghe quan ly chat luong san pham thea dOi tuongsan pham sang quan ly chat Iucng thea he thong mang tinh khoa hocnhu: ISO-9000-2000, HACCP (phan tich moi nguy h~i va kiem soar diemtOi han), Hien t~i, tat ca cac dan vi thanh vien cua Vinarnilk da ap dung



13/27

Quan tr! chien luvcISO 9000-2000, HACCP va dang dau ur xfiy dung h~ thdng xU ly nlJ'Octhai hi~n dat, dong bQ, dar cac chi tieu moi trlJ'ong cua Vi~t Narn veBOD, COD, TSS ...

(Nguon: "Cong nghi~p Vi~t Nam")5) Nhiin khau hOc:

Tong dan so: 85.789.573 nglJ'Oi (0 giO ngay 01 thang 4 nam 2009)So nU ' gi6'i: 43.307.024 ngU'Oi.T V sO gi6'i tinh: 98,1 nam tren 100 nCrT V l~ tang dan so: 1,2% (2009)So dan song 0 khu vl!c thanh thl: 25.374.262 nglJ'Oi (chiern 29,6% dan sO canU'oc).cO' diu dQ tuoi:

- 0-14 tuOi: 29,4% (narn 12.524.098; nCr 11.807.763)15-64 tuOi: 65% (nam 26.475.156; nCr27.239.543)

- tren 65 tUOi: 5,6% (narn 1.928.568; nCr2.714.390)(2004 U'oc tinh) ( thea wikipedia)

Ty l~ hQ ngheo chung cua ca nU'oc nam 2009 U'Octinh 12,3%, thap hen mire14,8% cua nam 2007 va mtrc 13,4% cua nam 2008.

Tang trU'ong GDP 5,2%, Vi~t Nam dar mire tang trlJ'Ong cao nhat khu vue,GDP binh quan dau nglJ'Oi nam 2009 dar khoang 1109/ nam.Tinh den thang 12/2009, ca nU'oc da co 48/63 dja phtrong dat chuan phO

c~p giao due tieu hoc dung dQ tuOi va 56/63 dia phtrcng dat chuan phO c~p giaodue trung hoc cO s a .

6) Dieu kien tUnhien:Khi h~u Vi~t Narn mang d~c diem cua khi h~u gio mila, nang am. Tuy

nhien, co noi co khi h~u on dOi nhu tai Sa Pa, tlnh Lao Cai; Da Lat, tlnh Lam DOng;co nOi thuoc khi h~u luc dia nhtr Lai Chau, SOn La thich hop trong cO cho chatlircng cao.

m~c dii khi h~u nang am nhung nhin chung cac dieu ki~n u r nhien khathich hop cho vi~c phat trien nganh chan nuoi bo lay sira d~c bi~t la a cactlnh Tuyen Quang, Lam Dong, Ba Vi, Ngh~ An, SOn La ...



14/27

Quan tr! chien luvcB) Moi t rU 'Ong vi mo:

Ap luc gia nhap

A p ltrc canh tranhCTCPSOaVietNamVlnamUk

A p lu c thay the



15/27

Quan tr! chien luvc

1) Mo hinh 5 a p tuc.1.Ap l,!c c,Dh tranh cua nha CUDgcap:SOIl10ng va quy rna nha cung cap:

Danh such mQt sO nhd cung cap Ian cua Cty VinamilkName of Supplier IProduct(s) SuppliedFonterra (SEA) Pte Ltd Milk powderHoogwegt International Milk powderBVPerstima Binh Duong, rrinsTetra Pak Indochina ~arton packaging and packagingmachines

Vinamilk co 4 trang trai nuoi bo sCraa Ngh~ An, Tuyen Quang,Lam Dong, Thanh Hoa vOi khoang 10.000 con bo sCracung capkhoang han 50% luong sCratl10i nguyen li~u cua cong ty, sO can l~ithu mua nr cac hQ nang dan.Vinamilk nr chu dQng trong ngudnnguyen li~u sCiatlJ'Oi,khong phu thuoc VaGnlJ'Ocngoai.

Ngoai ra, cong ty can co nhfrng doi tac la cac trang trai bo sCiatrong ca ntroc.Quy mo doi tac:

Fonterra la mQt t~p doan da qudc gia hang dau tren the giOitrong linh vue ve sCrava xuat khau cac san pham sCra,t~p doan naynam giCr1/3 khoi lircng mua ban tren toan the giOi. Day chinh la nhacung cap chinh bQt sCrachat lirong cao cho nhieu cong ty nOi tiengtren the giOi cilng nhu' Cong ty Vinamilk.

Hoogwegt International dong vai tro quan trcng tren th] trl10ngsCrathe gioi va diroc danh gia la mQt dOi tac Ian chuyen cung cap bQtsCracho nha san xuat va ngl10i tieu dung a Chau Au noi rieng va trentoan the giOi noi chung. vo: han 40 nam kinh nghiem, Hoogwegt cokha nang dua ra nhCingthong tin dang tin c~y ve linh vue kinh doanhcac san pham sira va khuynh hl10ng cua th ] trl10ng sCrangay nay.



16/27

Quan tr! chien luvcNgoai Perstima Binh DUOng, Vi~t Nam, cluing toi co cac moi

quan h~ lau ben vOi cac nha cung cap khac trong hen 10 nam qua.

Kha niing thqy the san pham clla nhd cung cap :Vinamilk xay dung 4nang trai nuoi bo sera, u r chu ngu6n cung sera tLfOLVe bOt sera nguyen li~u,do cO sa v~t chat chua du dieu ki~n va kI thuat nen hien tat van phu thuocvao nguon cung cua nLfOc ngoai, cong ty chua du kha nang thay the sanpham bOt sera nguyen li~u.Ngoai ra, kha nang thay the nha cung cap cuaVinamilk cling thap do san pham cua cac nha cung cap co chat ltrong cao,cac nha cung cap khac chua the dar dUqc chat lircng tucng dtrong.

Thong tin v e nhd cung cap :Trang thai d~i hi~n tat thong tin luon la nhanto thiic day su' phat trien cua thtrcng mal, thong tin ve nha cung cap co anhhLfong Ian tOi vi~c II/a chon nha cung cap dau vao cho doanh nghiep.voi tat ca cac nganh, nha cung cap luon gay cac ap luc nhat djnh neu ho coquy rna , sir t~p hop va vi~c sa hCru cac ngu6n ILfc quy hiem. Chinh vi thenhirng nha cung cap cac san pham dau vao nho Ie (Nang dan, tho thucong .... ) se co rat it quyen luc dam phan doi vOi cac doanh nghiep mac duho co sO luong Ian nhung ho l~i thieu to chuc,~ Vinamilk da han che dLfqc ap luc tir phia nha cung cap.Vinamilk co theu r chu dLfqc ngu6n nguyen li~u sera nrot, chi phu thuoc vao ngu6n nguyenli~u bOt sira.Hcn nera, cong ty Vinamilk da tao ap luc cho phia nha cung capve chat ltreng nguyen li~u, dam bao chat IUqng tOt cho sanpham.Vinamilk khong chju ap luc nr nha cung cap do quy rna va su sa hCrucac nguyen li~u chat luong cao va t~o vi the cao hen cac nha cung cap, dambao tinh canh tranh cong b~mg cho cac nha cung cap nho le nhung sanpham co chat ltrong cao.2. A p l,!c c~nh tranh tit khach hang

Khach hang la mOt ap ltrc canh tranh co the anh hLfong true tiep tOitoan bO hoar dong san xuat kinh doanh cua nganh,Khach hang cua Vinamilk duqc pharr lam 2 nhom:+Khach hang Ie: cac khach hang ca nhan,+Nha pharr phdi: sieu th], d~i If,....Ap luc tCrkhach hang va nha pharr phOi the hi~n a nhfrng diem sau:



17/27

Quan tr! chien luvc- vi the mac ca: khach hang co the so sanh san pham cung loai cua nhieucong de tLrdo tao ap lire ve gia dOi vOi nha san xuat,- So Itrong ng110i mua: anh hLfOngtrue tiep den doanh thu.- Thong tin rna ngLfoi mua co dl1


18/27

Quan tr! chien luvcve mire tieu thu sCratrung binh cua Vi~t Nam hi~n nay

khoang 7,8 kglng110i/nam tLrc la da tang gap 12 H~n so vOi nhCrngnam dau thap nien 90. Theo dl! bao trong thOi gian sap tOi mire tieuthu sCrase tang ur 15-20% ( tang theo thu nhap binh quan)

m"~~~O J . " " "

~I.-.~ cn I' "L. ,. u: ;a '1 'V 1 :1 :, I_ iI ,1Il!I '1,. .1:~[iI[~II!&.II ' i,.-.ull:glr'iIIJI

Lo#i~*~"~:;:].o:o.i.,t:;!r:.m

(Nguon: Jaccar, BVSC)Nhin chung nganh san xuat sCra ta t Vi~t Nam co mire sinh IOi kha

cao, tuy nhien mire sinh loi giCrcac nhom san pham co su' khac bi~t kha Ian.san pham sCia bQt trung va cao cap hien dang la nhom san ph am dan dauve hi~u qua sinh IOi, vOi mtrc sinh IOi dar khoang 40%/gia ban Ie, sCran110cva sCrachua co mtrc sinh IOi dat khoang 30%/gia ban Ie. Phan klnic th]trl10ng sCia d~c do nhu cau va th] hieu cua ng110i tieu dung ngay mQt giamdan, nen co mire sinh loi thap nhat va dat khoang 12%/gia ban le.Nhii'ng rao can gia nhap nganh :

C6ng doan quan tr] chat ltrong (KSC) nguyen li~u dau VaGva dau ra la hetsire quan trong vi no anh hlJ'ong den chat 111Qngcua ng110i tieu dung.

Trang khi san xuat, vi~c pha che cac san pham ur sCracling phuc tap vi cactl l~ vitamin, chat dinh dl10ng dlJ'Qc pha trQn thea ham 111Qng.Khi sCra thanh pham da xong, cac doanh nghiep sCraphal slr dung vo hQp

dat tieu chuan de de dang v~n chuyen va bao quan,



19/27

Quan tr! chien luvc

M o hznh quy tr inn che bien sCra ( theo Internet).2. V6n: MOt day chuyen san xuat sera co gia tr ] trung binh khoang valchuc ty, do la mOt khoan dau ur khong nho chua tinh den cac chi phi xay

dung nha may, chi phi nhan cong, chi phi nguyen li~u ...3. Caeyeu t6thuong m iiJi :Nganh cong nghiep che bien serabao gom nhieu kenh tham gia nr chan nuoi,

che bien, dong gol, den phan phdi, tieu dung. .. Tuy nhien, van chua co tieu chuancu the, ra rang cho nrng khau, d~c bi~t la tieng noi cua cac bO, nganh van con riengre dan den vi~c quy hoach nganh sera chua duoc nhtr mong muOn va gay nhieucho cac cong ty trong khfiu san xuat va phan phdi d~c bi~t la cac cong ty mol thanhl~p.

Nganh sera co h~ thong khach hang da dang tir tre nho den ngU'OiIan tUOi,tiem nang th ] tnrong Ian nhung yeu cau cua ngU'Oi tieu dung ngay cang tang nennganh sera dang chju ap ltrc khong nho nr h~ thong khach hang.

Vi~c tao l~p thtrcng hieu trong nganh sera cling rat kho khan do phal khangdjnh dU'Qcchat lircng san pham cling nhu' canh tranh vOi cac cong ty IOn.

4. Caenguon ''Ie d~e thinNguyen v~t 'i~u dau vao:phan Ian nguyen li~u dau VaGphai nh~p nr nU'Oc

ngoai ( 80%).Tuy nhien, nha nU'Occhua the kiem soat gfH gao cac nguon dau VaGnguyen li~u sira.Do do, chat ltrcng dau VaGcua cac cong ty chua cao, nang luccanh tranh vOi cac cong ty nU'oc ngoai thap,

Nguon nhan ''Ie ehonganh:hi~n tal nguon nhan luc cho nganh che biencac san pham sera kha doi dao ur cac nong trai, cac truong di;iihoc chuyen nganhche bien thuc pham ... Tuy nhien, chat lircng nguon nhan lire chua cao va do clingla mOt rao can khong nho cho cac cong ty sera.GVGD: Nguyen Phiflm Tuyel Anh Trang 19


20/27

Quan tr! chien luvcChinh sueh ella nhd nUDe doi vOi ngdnh sii'a:nha nLJ'Ocda co nhfrng chinh

sach thiic day phat trien nganh sera nhu' khuyen khich r n a trang trai nuoi bo sera, hetrq phat trien cong nghe che bien va thay the dan cac nguyen lieu dau VaGnh~p nrn110c ngoai. ..

~ Tom l~i, nganh sera hien nay co tiem nang phat trien rat lon.Tuy nhien,cac rao can cua nganh cling khong nho doi vOi cac cong ty d~c biet ve vOnva ki thuat che bien. Trang tuong lai cong ty Vinamilk se co the dOi mat vOinhieu dOi thu mOi den nr n110c ngoai do nen kinh te th ] trLfong va str vl1qttrQi ve kithuat, vOn va ngudn nguyen lieu dau vao.Do do, ap luc canh tranhse tang nr cac doi thu tiem nang mol.

,. ", ~ ~4. Ap llle e~nh tranh tU san pham thay the:Cac yeu to canh tranh cua san pham thay the the hien nhu' sau:

./ Gia cit

./ Chat ltrong .

./ Van hoa.

./ Thi hieu .san pham sera la san pham dinh dl10ng be sung ngoai c ac b ir a an hang ngay,

vOi tre em, thanh thieu nien va nhCrngng110i t rung tuei - sera co tac dung Ian hetrq sue khoe. Tren th ] tnrong co rat nhieu loai bQt ngii coc, do uong tang cLfongsire khoe..; nhung cac san pham nay ve chat ltrcng va dQ dinh dLfong khonghoan toan thay the dLfqc sera.~ hien nay tren th ] trLfong co rat nhieu san pham canh tranh vOi cac san phamsera nhtr tra xanh, cafe lon, cac lo~i nLfOcngot ... Tuy nhien, do d~c diem van hoava strc khoe cua ng110i Viet Nam, khong san pham nao co the thay the dl1qcsera.M~t khac, d~c diem nr cac san pham thay the la bat ngo va khong the du baodl1qc, nen mac dii dang a vi tri cao nhung nganh seravan phal doi m~t vOi cac apltrc san pham thay the nen lufm co gang cai tien nhCrngsan pham cua minh chophu hop vOi th] hieu ng110i tieu dung,

5. Ap llle e~nh tranh nQi bQ nganh:Cae yeu to anh huang den sll e~nh tranh trong nQi bQ nganh:+ TInh trang nganh :

Nhu cau cua ng110i tieu dung cac san pham sera ngay cang tang, tOcdQ tang trLfang hang nam cao va van dang tiep tuc tang (Giai doan 1996-



21/27

Quan tr! chien luvc2006, mire tang trU'ong binh quan mOi nam cuanganh dar 15,2%, chi thap han so vOi toc dOtang trU'ong 16,1%/nam cua Trung Quoc).+ Th] phan trong cO cau nganh sCra:

./ Tinh th] phan thea gia tr] thi Vinamilk vaDutch Lady (mOt lien doanh vOi Ha Lanco nha may d~t tat Binh DU'Ong)hi~nla 2 cong ty san xuat sCraIan nhat canU'oc, dang chiem gan 60% th ] phan,

./ SCiangoai nhap nr cac hang nhu' MeadJohnson, Abbott, Nestle ... chiem khoang22% th] phan, vOi cac san pham chuyeu la sCrabOt.

./ Con l~i 19% th ] phan thuoc ve khoang tren 20 cong ty sCiaco quy rnanho nhtr Nutifood, Hanoi Milk, Ba Vi ...-/ Sila bQt hi~n dang I i I phan khuc C?lnhtranh khoc li~t nhat giCracac

san pham trong nU'oc va nhap khau. Tren th] trucng sCiabOt, cac loaisCranhap khau chiem khoang 65% th ] phan, Vinamilk va Dutch Ladyhi~n dang chiem giCith ] phan Ian IU'Qtla 16% va 20%.

./ Hi~n nay cac hang san xuat sCratrong nU'oc con dang chju sire epcanh tranh ngay mOt gia tang do vi~c giam thue cho sCiangoai nhapthea chinh sach cfH giam thue quan cua Vi~t Nam khi thuc hi~n caccam ket CEPT/AFTA cua khu vue ASEAN va cam ket vOi To chtrcThircng mai the giOi WTO.-/ Phan khuc thj trUang sira d~c va sira nuac chu yeu do ca c cong tytrong nuac nam giil: Chi tinh rieng Vinamilk va Dutchlady, 2 cong tynay da chiem khoang 72% th ] phan tren th] trU'ong sira nU'oc va gan100% th ] tnrong sCrad~c, phan con l~i chu yeu do cac cong ty trongnU'oc khac nam giCr.SI! canh tranh cua cac san pham sCianU'oc vasCrad~c nh~p khau gan nhu' khong dang ke .

./ Thi tnrong sCianU'oc dU'Qcdanh gla la th ] truong co nhieu tiem nangtang trU'ong trong tU'Onglai, va day cling la th] truong co bien IQinhuan kha hap dan. Th] tnrong cac san pham sCiad~c dU'Qcdu'baoco tOc dO tang trutrng cham han do tiem nang th] trU'ong khong connhieu, dong thOi bien IQi nhuan cua cac san pham sira d~c clingnrcng dOi thap so vOi cac san pham sCrakhac.

Th] phan nganh sCraVi~tNam

Nguon: Dairy Vietnam,BVSC

+ Cau tnic cua nganh : nganh sCracua Vi~t Nam la nganh pharr tan do conhieu nha san xuat nhu' Vinamilk, Dutch Lady, cac cong ty sira co quy rnanho nhtr Hanoimilk, Ba vi. .., cac cong ty sira nU'oc ngoai nhu' Abbott,



22/27

Quan tr! chien luvcNestle ... nhung cac cong ty co th] phan Ian nhu' Vinamilk, Dutch Lady ( gan60% th] phan) khong du sire chi phOi nganh rna ngay cang chiu su canh trahmanh me cua cac hang khac d~c biet la cac hang sera den nr nllOc ngoai .+ Cac rao can nit lui (Exit Barries) :

./ Rao can ve cong nghe, van dau ur :chi phi dau ur ban dau cua nganhsera rat cao, do do, khimQt cong ty muon nit khoi th ] truong sCiathise g~p kho khan trong viec thu hoi van dau ur nhu' may moe, thiet b],

./ Rang buec vOi nglloi lao dQng :

./ Rang buoc vOi chinh phu, cac to chirc lien quan (Stakeholder) :

./ Cac rang bUQcchien luoc, ke hoach:

Day la ap luc khong dU'qc de c~p t rue tiep ngay trong rna tr~n nhung trongquyen sach " Strategic Management &Business Policy" cua Thomas L.Wheelen va 1.David Hunger co ghi clni ve ap luc ti r cac ben lien quan m~tthiet.

./ Chinh phu

./ CQng dong

./ Cac hiep hQi

./ Cac chu nq, nha t m trc./ Co dong

./ Complementor (Tarn hieu la nha cung cap san pham bo sung chomQt hoac nhieu nganh khac: Microsoft viet phan mern de cho caccong ty ban dllqc may tinh, cac doanh nghiep khac co the soan thaovan ban de ban dU'qc hang ...)MOi lien quan cua 5 ap luc den doanh nghiep:



23/27

Quan tr! chien luvc

I

san pham they ttleI

Doi thf f rem an

Be d.oa cue cac d oi t 'huchua xuat hifi

Nhe. I Canh tranh no, b6 nqanh I Keach "" IC;;pg If----------I ~ I "hi; phan ph6' ,Quyfutll)'C C'anh trartbqiu-a cac doanh nghi$p Qtryen lrrc L__ __ __

dam p h a . n dangco m~ttrenthl tla.pang d a m p h an

Tha.cu thrrcjcua s.an phamDjcb 'vu thay th@

2) Khcich hang:(a) Ca nhan:

./ DO tuOi: khach hang cua Vinamilk khong phan bi~t tUOitac docong ty co nhieu san pham danh cho tung dO tUOikhac nhaunhu: sCranroi cho gia dinh, tre em, sCiabOt cho tre em, nglJ'Oimang thai, nglJ'Oilon ...

./ Thu nhap: cac san pham cua Vinamilk deu co mere gia hop licho tung doi tucng nglJ'Oitieu dung.Cac san pham thong dungcua Vinamilk co mtrc gia kha thap ( sCrachua co gia dao dongur 3.400d den 4.100d, sCrauroi co gia dao dong tir 2.700d den4.700d, ... ).MQi dOi tuong deu co the S L r dung san pham cuaVinamilk.

(b) Tiem nang:./ Trang nr duy cua marketer, tre em mang trong minh ba quyenluc vOi th] trUong: kha nang chi tieu true tiep, kha nang anhhlJ'ang tOi chi tieu cua bo me, ngUoi than trong gia dinh; treem chinh la th] tnrcng tucng lai.

./ Nhieu nha nghien cuu da thira nhan dmg kha nang nhan dangthuong hi~u hay thoi quen da hinh thanh trong tuOi tho se W~ptuc anh hUang, th~m chi chi phOi nglJ'Oi tieu dung khi ho datrUang thanh.



24/27

Quan tr! chien luvc./ Noi each khac, ngoai muc tieu thu hut khach hang cua doi thu,Vinamilk con co mOt chien IU


25/27

Quan tr! chien luvcnguon cung nguyen li~u. H~ thong phanphdi con han che.

Cac c6ng ty sera n110c Th110ng hi~u Chua hieu ra th ]ngoai manh tnrong moi( Abbott, Nestle, ... ) Chat Itrong san Chua vLf


26/27

Quan tr! chien luvcNguon sCrauroi dlJ'Qclay nr cac tranh trai trong nUoc.Vinamilk dang 0 vi the ngang b~mg vOi cac nha cung cap cua minh6) Bang rna tran ca e yeu to ben ngoai:

Yeu to ben ngoai chu yeu MLrcquan Phan So diemquantrong loai trong

Chat Itrong nguyen li~u dau 0,2 4 0,8VaGGianh~pWTO 0,03 3 0,09Thue suat 0,07 1 0,07Tam u khach hang 0,05 3 0,15Tiem nang th] trlJ'ong con cao 0,1 4 0,4Khung hoang kinh te dan phuc 0,03 2 0,06hoiTinh hinh chinh tr ] On dinh 0,04 2 0,08SI! gia tang cua sOIlJ'Qng san 0,1 3 0,3pham thay theSI! phat trien cua KH-KT 0,03 3 0,09Cac chinh sach, quy djnh cua 0,07 2 0,14nha nUOcCac doi thu ur nUOc ngoai 0,15 2 0,3Tinh hinh kinh te the giOi bien 0,03 3 0,09dongCac bien dong trong nganh 0,1 3 0,3TOng cong 1,00 2,87

TOng sO diem la 2,87 cho thay kha nang phan Lrngcua Vinamilk khatOt.Tuy nhien, cac yeu to dau VaGva str gia tang cac san pham thay theanh hucng IOn den cong ty. Vinamilk nen kiem soat va thea doi cac tongtin nay de phat trien On dinh hon.

III) Ket luan:Vinamilk phai c6 nhCrngchien IUQc de cung cO vi tri kinh doanh hi~n tat va doiph6 VOicac nguy cO trong tlJ'Onglai.



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Quan tr! chien luvc


Bai Tap Nhom Mon Quan Tri Chien Luoc_cong Ty Vinamilk

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Transcript of Bai Tap Nhom Mon Quan Tri Chien Luoc_cong Ty Vinamilk