TRNG I HC CN TH KHOA KINH T QUN TR KINH DOANH ----------&---------- LUN VN TT NGHIP XY DNG CHIN LCTHM NHP TH TRNG EU CHO CNG TY HI SN 404 Gio vin hng dn:Sinh vin thc hin: Th.s: V HNG PHNGV Th Thy Quyn MSSV: 4061970 Lp: KT0624 - A2 Cn Th thng 04/2010 Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 2 LI CM T Emxinchnthnh cmn quthycKhoaKinht- Quntr Kinh doanh v qu thy c ca Trng i Hc Cn Th tn tnh ging dy,truyntkinthccngnhphngphphctpchoemtrong sut ba nm ri ngi trn gh nh trng. Hn ht Khoa to iu kin cho chng em c thi gian hai thng c thc tp, hc hi kinh nghim thctinticngty.chnhlnhngiukinttnhtgipemc c csllunvkinh nghimthct honthnhttlunvntt nghip ti: "Xy dng chin lc thmnhp th trng xut khu EU cho cng ty Hi sn 404". EmvcngcmncVHngPhngtntnhgip, hng dnv bsungchoem nhngkinthccnkhimkhuytem hon thnh tt lun vn tt nghip ny ng yu cu v ng thi gian qui nh. EmxinchnthnhcmnBanlnhocaCngtyHisn 404,ccC,Ch,Anh,Chccphngban.cbitlAnhNam,ch Thy, ch Hng, ch H phng k hoch kinh doanh hng dn; cung cp nhngsliucnthit;vgipem hiu cthct qutrnhkinh doanhxutkhuticngtyemhonthnhlunvnttnghipca mnh ng thi hn. Em xin trn trng cm n. Ngy ... thng ... nm 2010 Sinh vin thc hin (K v ghi r h tn) Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 3LI CAM OAN Ti xin cam oan, Lun vn ti: "Xy dng chin lc thm nhp th trng xut khu EU cho cng ty Hi sn 404" l do chnh ti thc hin. Cc s liu thu thp v kt qu phn tch trong ti ny l trung thc, ti khng trng vi bt k ti nghin cu khoa hc no. Ngy ... thng ... nm 2010 Sinh vin thc hin (k v ghi r h tn) Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 4NHN XT CA C QUAN THC TP Ngy ... thng ... nm 2010 Th trng n v (k tn v ng du) Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 5NHN XT CA GIO VIN HNG DN H v tn ngi hng dn: V HNG PHNG Hc v: Thc sChuyn ngnh: QTKDC quan cng tc: Khoa Kinh t - QTKD Tn hc vin: V TH THY QUYN M s sinh vin: 4061970 Chuyn ngnh: Ngoi thng Tn ti: Xy dng chin lc thm nhp th trng EU cho cng ty Hi sn 404 NI DUNG NHN XT 1. Tnh ph hp ca ti vi chuyn ngnh o to 2. V hnh thc 3. ngha khoa hc, thc tin v tnh cp thit ca ti 4. tin cy ca s liu v tnh hin i ca lun vn 5. Ni dung v cc kt qu t c (theo mc tiu nghin cu,) 6. Cc nhn xt khc 7. Kt lun (Cn ghi r mc ng hay khng ng ni dung ti v cc yu cu chnh sa,) Cn Th, ngythng nm 2010 NGI NHN XT Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 6NHN XT CA GIO VIN PHN BIN . Ngy ... thng ... nm 2010 Gio vin phn bin (k v ghi r h tn) Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 7MC LC Trang CHNG 1 - GII THIU..................................................................................1 CHNG 2 - PHNG PHP LUN - PHNG PHP NGHIN CU....... 5 2.1. Phng php lun.......................................................................................5 2.1.1. Mt s khi nim...................................................................................5 2.1.2. Chin lc thm nhp th trng xut khu...........................................6 2.1.3. Cc bc xy dng chin lc thm nhp th trng xut khu ...........12 2.2. Phng php nghin cu..........................................................................13 2.2.1. Phng php thu thp s liu............................................................... 13 2.2.2. Phng php phn tch s liu ............................................................. 13 CHNG 3 - NH GI THC TRNG XUT KHU........................... 21 3.1. Gii thiu chung v cng ty Hi sn 404.................................................. 21 3.1.1. Lch s hnh thnh v pht trin cng ty ..............................................21 3.1.2. Lnh vc kinh doanh ca cng ty......................................................... 22 3.1.3. Mc tiu di hn ca cng ty ............................................................... 23 3.1.4. B my t chc v nhn s..................................................................23 3.1.5. Phng thc vn ti - bo him ........................................................... 26 3.1.6. Tnh hnh hot ng kinh doanh .......................................................... 27 3.2. Thc trng xut khu sang th trng EU..............................................33 CHNG 4 - PHN TCH MI TRNG KINH DOANH...................... 36 4.1. Mi trng kinh doanh ti EU.................................................................36 4.1.1. Mi quan h hp tc pht trin gia Vit nam - EU............................. 36 4.1.2. Mi trng chnh tr - php lut (P - Political) ....................................38 4.1.3. Tnh hnh kinh t EU giai on gn y (E - Economics).................... 39 4.1.4. Mi trng vn ha (S - Socialcutural) ..............................................41 4.1.5. Mi trng cng ngh (T - Technological) .........................................42 4.1.6. Thu quan v hn ngch phi thu quan ............................................... 45 4.2. Mi trng bn ngoi cng ty ..................................................................47 4.2.1. Mi trng v m .................................................................................... 47 Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 84.2.2. Mi trng vi m..................................................................................... 50 4.2.3. Ma trn nh gi cc yu t bn ngoi EFE .............................................54 4.3. Mi trng bn trong cng ty ..................................................................56 4.3.1. Ngun lc ca cng ty .............................................................................56 4.3.2. Chnh sch ca cng ty ............................................................................61 4.3.3. Ma trn nh gi cc yu t bn trong IFE...............................................66 CHNG 5 - XUT CHIN LC....................................................... 67 5.1. Phn tch ma trn SWOT.........................................................................67 5.1.1. im mnh .............................................................................................. 67 5.1.2. im yu .................................................................................................67 5.1.3. C hi......................................................................................................68 5.1.4. e da .....................................................................................................69 5.1.5. S phn tch ma trn SWOT................................................................ 71 5.2. Chin lc di hn.................................................................................... 73 5.2.1. nh gi chin lc.................................................................................73 5.2.2. S ma trn QSPM...............................................................................75 5.2.3. Phng hng thc hin chin lc........................................................ 76 CHNG 6 - GII PHP PHT TRIN BN VNG................................ 77 6.1. M hnh mng li PERT........................................................................77 6.1.1. Trnh t cng on xut khu sang EU .................................................... 77 6.1.2. M hnh mng li PERT - Gii php thi gian.......................................79 6.2. Gii php cho ngun nguyn liu u vo...............................................79 6.3. Gii php v chi ph .................................................................................. 81 6.4. Gii php cho hot ng Marketing ........................................................ 82 6.4.1. P1 sn phm............................................................................................ 82 6.4.2. P2 gi c ................................................................................................. 82 6.4.3. P3 knh phn phi................................................................................... 83 6.3.4. P4 xc tin bn hng............................................................................... 83 6.5. Gii php v ti chnh - ri ro t gi hi oi...........................................84 6.5.1. Gii php v ti chnh ............................................................................. 84 6.5.2. Gii php gim ri ro t gi hi oi........................................................ 85 Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 9CHNG 7 - KT LUN KIN NGH ........................................................ 86 7.1. Kt lun.....................................................................................................86 7.2. Kin ngh ...................................................................................................87 7.1.1. i vi doanh nghip.............................................................................. 87 7.1.2. i vi Nh Nc................................................................................... 88 TI LIU THAM KHO PH LC Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 10DANH MC BIU BNG Trang Bng 1: Cch thc tip cn th trng nc ngoi ..................................................... 10 Bng 2: Qui trnh xy dng chin lc theo ba giai on........................................... 12 Bng 3: Ma trn phn tch SWOT.............................................................................. 19 Bng 4: Tnh hnh nhn s ca cng ty...................................................................... 26 Bng 5: Tnh hnh hot ng kinh doanh ca cng tyqua 3 nm 2007, 2008 v 2009 .................................................................................. 28 Bng 6: Tnh hnh ch bin v XK ca cng ty nm 2007, 2008 v 2009 .................. 30 Bng 7: KNXK theo c cu th trng nm 2007, 2008, v 2009 .............................. 31 Bng 8: C cu sn phm XK ca cng ty nm 2007, 2008 v 2009.......................... 33 Bng 9: C cu gi tr XK sang th trng EU + 2 nm 2007, 2008 v 2009 ............. 34 Bng 10: Kim ngch XNK gia Vit Nam v EU 10 thng u nm 2009................. 36 Bng 11: Kim Ngch XNK ca EU 9 thng u nm 2009........................................ 40 Bng 12: Mc tiu th thy hi sn bnh qun u ngi mt s quc gia EU+2 ............................................................................................ 51 Bng 13: Ma trn nh gi cc yu t bn ngoi ca cng ty Hi sn 404............................................................................................ 55 Bng 14: Tnh hnh tng gim lao ng qua 3 nm 2007, 2008 v 2009 ................................................................................. 56 Bng 15: Bng nh gi trnh lao ng ca Cng Nhn Vin nm 2009 ............... 57 Bng 16: Hiu qu s dng vn ca cng ty qua 3 nm 2007, 2008, 2009................. 58 Bng 17: Tnh hnh ti chnh ca cng ty nm 2007, 2008 v 2009 ........................... 59 Bng 18: Trang thit b sn xut ca cng ty ............................................................. 60 Bng 19: Ma trn nh gi cc yu t bn trong ca cng ty Hi sn 404.................. 65 Bng 20: S phn tch ma trn SWOT.................................................................. 70 Bng 21: S Ma trn QSPM................................................................................. 74 Bng 22: Trnh t cng on v thi gian XK sang EU............................................. 77 Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 11DANH MC HNH Trang Hnh 1: Cc ng dn thm nhp th trng ...................................................... 9 Hnh 2: M hnh qun tr chin lc ton din.................................................... 12 Hnh 3: M hnh PEST....................................................................................... 14 Hnh 4: Bng im nh gi theo phng php chuyn gia ................................ 15 Hnh 5: Mi trng cnh tranh ca DN .............................................................. 16 Hnh 6: Bng Ma trn QSPM.............................................................................. 19 Hnh 7: S C cu t chc hnh chnh ca cng ty hi sn 404 ..................... 25 Hnh 8: Qui trnh cng ngh sn xut c tra filletng lnh ca cng ty......................................................................................... 61 Hnh 9: Qui trnh cng ngh sn xut ch c surimi............................................ 63 Hnh 10: Knh phn phi trc tip...................................................................... 64 Hnh 11: Knh phn phi gin tip ..................................................................... 65 Hnh 12: S mng li Pert - cng on XK sang th trng EU................... 79 Hnh 13: M hnh lin kt dc ngnh thy sn.................................................... 80 Biu 1: Tnh hnh bin ng doanh thu v li nhunca Cng Ty Hi sn 404 qua ba nm 2007, 2008 v 2009................................. 28 Biu 2: Tnh hnh bin ng sn lngv KNXK hi sn ca Cty 404 qua ba nm 2007, 2008 v 2009 ......................... 30 Biu 3: KNXK theo c cu th trng nm 2007, 2008 v 2009 .................... 31 Biu 4: C cu gi tr XK sang th trng EU + 2 nm 2007, 2008 v 2009 .. 34 Biu 5: T trng gi tr XK c tra, c basaca cc DN Vit Nam vo EU nm 2009............................................................ 52 Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 12DANH MC T VIT TT --- -e --- Ting Vit XKXut khu NKNhp khu DNDoanh nghip KNXKKim ngch xut khu XNKXut nhp khu BSCLng bng sng Cu Long Ting Anh HACCPHazard Analysis and Critical Control Points GMPGood Manufactureing Practices SSOPSanitation Standard Operating Procedures ISO 22000International Organization for Standardization FOBFree on Board EFEExternal Factor Evaluation IFEInternal Factor Evaluatiom Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 13TM TT NI DUNG --- -e --- ti "Xy dng chin lc thm nhp th trng EU cho cng ty Hi sn 404", gp phn gip cng ty kp thi ng ph vi nhng qui nh mi v truy xut ngun gc ca EU, theo phng chm an ton t qui trnh nh bt - ch bin - n khu tiu dng; v phi c th hin trn giy t chng nhn r rng. ng thi, hng n mc tiu n nh doanh thu v th trng XK ca cng ty; pht trin bn vng trong mi trng hi nhp tng lai, m vn bo v li ch ngi tiu dng. Mt mt; ti tm hiu iu kin kinh doanh ti th trng NK EU, thng qua ccyut chnhtr, kinht,x hi,cng nghca m hnh PEST.Khiqut mi trngkinh doanhvmvvim,quavic phntchtnh hnhthy snBSCL cng nh nhgi mitrng bntrongca cngtyHisn 404.Qutrnh phn tch da trn vic nh gi ccyu t ngun lc 5M; chnh sch 4P; v m hnh 5 plccnhtranhcaMichaelE.Porter.Quaqutrnhphntchthctrngxut khuchcsurimivctrafillettrongbanm2007,2008v2009;nhnthy doanh thu v li nhun ca cng ty gim dn t nm 2008; nguyn nhn chnh l do tc ng ca cuc khng hong kinh t. Tuy nhin, t nhng yu t phn tch c kt hp vi kin nh gi ca cc chuyn gia trong v ngoi cng ty, tc gi tng hp bng ma trn EFE, IFE cho thy tng s im ca hai m hnh u ln hn 2,5; hay cng ty c kh nng ng ph tng i linh hot trc tc ng t ccyu t mi trng bn ngoi v ni ti. Mtkhc,quamhnhphntchmatrnSWOT,kthpccyutim mnh, im yu, c hi, e da xut chin lc ngn hn nh XK lin doanh hay qua hng bun trung gian. i vi chin lc di hn, tc gi tham kho kin chuyn gia v tng hp bng ma trn QSPM chn ra chin lc cn u t l Tng trng bng con ng lin kt vi cng ty Thi Sn - B Quc Phng. Song song , a ra mt s gii php nh xy dng m hnh mng li PERT gii quyt vn chi ph c hi, rt ngn thi gian trong qu trnh XK. M hnh lin kt dc gii php cho ngun nguyn liu u vo cng mt s gii php cho hot ng v Marketing, v ti chnh. Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 14CHNG 1 GII THIU --- -e --- 1. L DO CHN TI Vit Nam l mt quc gia c v tr a l v iu kin t nhin v cng thun li. Vi ba mt gip bin, b bin Vit Nam di 3.260km, tri di sut 13 v Bc Nam(tMngCiphaBcnHTinphaNam).Ngoiracnchng ngn hecta ao h vi tr lng hi sn ln, nhiu chng loi phong ph, to nn th mnh v khai thc v nui trng c 3 vng nc ngt - l - mn, m chnh l ngun cung cp nguyn liu di do cho thy hi sn Vit Nam. Chnh nhng c im u tin v iu kin t nhin , nui trng v khai thc thy sn c xc nh l ngnh kinh t mi nhn ca t nc. ng gp ngnh thy sn hng nm trung bnh c tnh khong 8% vo KNXK v khong 4% vo GDP ca nc ta.1

Xt v th trng XK, Vit Nam l quc gia ng th hai trong s 300 DN trn Th gii c php XK sang EU, v y l mt trong nhng th trng tiu th thy sn hng u ca Vit Nam. C th KNXK thy sn sang EU ca nc ta nm 2008 l 1,14 t USD v chim ti 26% t trng XK thy sn c nc tnh n su thngunm2009.2Tuynhin,tluEUcbitnnhmtthtrngc yu cu v cht lng sn phm v ro cn k thut cao. Ngoi nhng tiu chun ht sc kht khe v vn an ton v sinh thc phm, v vic chng bn ph gi nh thngthng,thngquantmnhtlquinhIUU(illegal,unreportedand unregulated fishing) s 1005/2008 ca y Ban Chu u (s c hiu lc bt u t thng01nm2010)vvicthitlphthngkimsotnhmphngngangn chnvxabhotngkhaithcthyhisnbthpphp.Quinhyucu milhngXKsangEUnhtthitphicBnggiyChngnhntntukhai thc,vng binkhaithc vs dng ng c khaithcanton.Trong khi theo thng k th hn 90% gi tr thy sn XK ca nc ta l t ngun nui trng v hin naycncchckhong130.000h-cquankhaithc,nhbt,viquim 1 : Ngun Tng cc thng k www.gso.gov.vn 2 : Ngun www.agro.vn Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 15vavnhmnhnthccacchngdnlichacao3.Victrinkhaithc hin qui nh mi nyskhin githnhsnphm nngcao, ngthilmgim kh nng cnh tranh ca sn phm thy sn Vit Nam ti th trng EU.DopngcyccnhucucaEUmvnbohc ngnhthysntrong nclmtviclmhtsckhkhnkhngchringcho cc c quan thy sn Nh nc m cho c cc DN kinh doanh XK thy sn ln v nhhin nay.ChnhvvyihichngtacnphivchramtchinlcXK tht ph hpvinng lccnhtranhcatngcngty,mic th mbo c sn lng v cht lng thy sn XK sang th trng EU theo ng yu cu. i su vo thc tin, trong thi gian thc tp ti cng ty hi sn 404, nm trn trc ng giao thngchnhca qucl 91,trcthucthnhphCnTh,ti chc hi nhiu kinh nghim thc t hn v qu trnh XK hi sn, cng nh hiu c nhng khkhnvtnh hnhXKthysnhin nayca ncta.Cngtyhisn 404,l mt trong nhng cng ty XK hi sn kinh doanh lu di v to c tim nng cng nh uy tn trn th trng vi nhiu thun li t vic lu thng cho n ngun nhn lc, v ngun nguyn liu u vo m bo bn vng cho vic kinh doanh XK hi sn.Tuytnhhnhhotngvhiuqukinhdoanhcacngtylrtnnh, nhngngtrcnhngkhkhntronggiaionhinhpcngnhnhng qui nhmicaEUnhhinnay,KNXKmthngthysncacngtysangth trngEUtrongnhngnmgnycphnnobinng,vvytiptc chim lnh v y mnh XK hng ha sang th trng Chu u l mt mc tiu ht sc quan trng i hi phi c chin lc XK lu di. chnh l l do ti chn th trng Lin Minh EU nghin cu ti: "Xy dng chin lc thm nhp th trngEUchocngtyhisn404".Timongrngthngquavicngdng nhng l thuyt hc vo thc tin s xut c nhng chin lc v gii php thchhpgiphotngkinhdoanhXKcacngtyhisnniringvngnh thy sn ni chung c pht trin bn vng m khng nh hng n li ch ca ngi tiu dng. 3 : Ngun Cc khai thc v Bo v ngun li thy sn Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 162. MC TIU NGHIN CU 2.1. Mc tiu chung Mc tiu chnh ca ti l nghin cu chin lc thm nhp th trng EU thng qua vic nh gi thc trng hot ng XK. T tm hiu mi trng kinh doanh EU v nh gi mi trng cnh tranh hin ti ca cng ty Hi sn 404 xut chin lc XK hiu qu v ph hp hn cho cng ty. ng thi a ra mt s gii php gip y mnh XK v pht trin bn vng ti th trng ny.2.2. Mc tiu c th Mc tiu 1: nh gi thc trng XK sang th trng EU ca cng ty qua ba nm 2007, 2008, v nm 2009. Mc tiu 2: Tm hiu iu kin kinh doanh ca th trng EU i vi mt hng thy sn. Mc tiu 3: Phn tch mi trng kinh doanh ca cng ty (mi trng bn trong - mi trng bn ngoi). Mc tiu 4: xut mt s chin lc y mnh hiu qu XK thy sn sang th trng EU ph hp vi cng ty v a ra mt s gii php pht trin bn vng ti th trng ny. 3. PHM VI NGHIN CU 3.1. Phm vi khng gian -ticnghincunhmngdngvoaimthctp:cngtyhisn 404, s 404, L Hng Phong, Qun Bnh Thy, TP. Cn Th. - Th trng nghin cu chnh ca ti: Th trng EU + 2 (Nga + Ukraine) 3.2. Phm vi thi gian -Thigiancas liu cs dng phntchtrong til qua 3 nm: nm 2007, nm 2008, v nm 2009. - Thi gian thc hin ti l 3 thng t khi bt u thc tp ti cng ty 01/02/2010 n ht ngy 30/04/2010.3.3. I TNG NGHIN CU Cngtycnhiulnhvchotngkinhdoanh,tronglnhvckinh doanh XK cng rt a dng, c v mt hng ln th trng XK. Nhng v thi gian thctpcgiihn,nntichnghincutrongphmvilnhvcXK.Th Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 17trng XK ca ti l th trng EU +2 ( gm 27 Quc gia thuc khi Lin minh EU v Nga + Ukraine), trong mt hng XK sang th trng ny l ch c surimi v c tra fillet. 4. LC KHO TI LIU Trc khi phn tch ti, tc gi c tham kho mt s lun vnnhm rt ra nhng bi hc thc tin v hon thin hn trong qu trnh nghin cu. C th:ti"LpkhochkinhdoanhchosnphmtmNoBaShitith trng Nht Bn ca cng ty ch bin thy sn t Xi giai on 2008-2010"; do sinhvinTiuBchHnh,lpQuntrkinhdoanhKha 30,trngihcCn Ththchinnm2008.Mctiucatiltmhiuthngtinchungvth trng Nht Bn ng thi phn tch mi trng tc nghip ca cng ty nh gi im mnh, imyu, t d bo nhng nguyc trc tip v lp k hoch kinh doanh trong tng lai cho cng ty. ti: "Phn tch hot ng xut khu c tra, basa ca cng ty C phn thysnCafatex";dosinhvinVMinhDlpQuntrKinhdoanhtnghp kha30,trngihcCnth,thchinnm2008.tichyutptrung phntchthctrnghotngxutkhuctra,cbasangthithngquam hnhSWOTaranhngchivedacathtrnghinti,txut nhng bin php khc phc kh khn v nng cao hiu qu hot ng xut khu. imkhcbitcati"XydngchinlcthmnhpthtrngEU cho cng ty Hi sn 404" l trong khi cc ti trn ch xoay quanh vic phn tch thc trng xut khu, ng thi ch s dng cng c SWOT phn tch c hi v e da ca mi trng kinh doanh trong nc m cha i su nghin cu cc qui nhcngnhiukinkinhdoanhtithtrngncnhpkhu.Vicxut chin lc kinh doanh trong tng lai phn nhiu cn mang tnh ch quan ch cha c c s vng chc; th tc gi ti ny xy dng chin lc ph hp cho cng ty da trn vic nh gi cc yu t mi trng v ma trn QSPM - tng hp t kin ca cc chuyn gia trong v ngoi cng ty, nhm gii quyt phn no mt hn ch do nh gi ch quan. Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 18CHNG 2 PHNG PHP LUN - PHNG PHP NGHIN CU --- -e --- 2.1. PHNG PHP LUN 2.1.1. Mt s khi nim 2.1.1.1. Khi nim v chin lc TStrategy(Chinlc)xutphtttingHyLp(Strategos)cnghal "mt v tng". Theo ngha en, n cp n ngh thut lnh o qun i. Ngy nay ngi ta dng thut ng ny m t nhng vic m bt c t chc no cng phi thc hin nhm t c mc tiu v nhim v ca n. Theo Alfred Chandler ( i hc Harvard): Chin lc l xc nh mc tiu cbndihncamtDN,chnlatintrnhhotngvphnbcc ngun lc cn thit thc hin mc tiu TheoWilliamGlueck:Chinlclmtkhochmangtnhthngnht, tnhtondinvphi hpcthitkmborngccmctiuc bn ca DN s c thc hin.TheoFredR.David:"Chinlclnhngphngtinttinhngmc tiu di hn. Chin lc kinh doanh c th gm c: pht trin theo lnh th, chinlcadnghahotng,shuhngha,phttrinsnphm, thm nhp th trng, gim chi ph, thanh l, lin doanh..." Chin lc ca cng ty c hnh thnh tr li cc cu hi v: - nh hng: Hot ng kinh doanh ca cng ty din ra u trong di hn. - Th trng, sn phm, phm vi hot ng kinh m cng ty s cnh tranh. -Lith: Bng cchnohotngkinh doanhcthc hintthni th cnh tranh trn th trng. - Ngun lc: k nng, ti chnh, ti sn, cng ngh, thng hiu... cn thit to ra li th cnh tranh. - Mi trng: Cc nhn t mi trng bn trong, bn ngoi tc ng n kh nng cnh tranh ca cng ty. [Fred R.David, 4] Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 192.1.1.2. Khi nim v hoch nh v chin lc XK Hoch nh XK v pht trin chin lc: cp n gin, gm 3yu t ring bit:Mc tiu: Cng ty XK c nhng mc tiu c th cn t ti v cc mc tiu ny c xem l tiu chun nh gi s pht trin ca cng ty. Nn tng ca mc tiu s xc nh v o lng c hi ca th trng.Chng trnh: i hi pht trin Marketing mix c hai mc chin lc v chin thut.Tchc:phttrinphngthctchckthpccngunlccngty thchinmarketingmix.Ningngnlaccchinlcvchinthutvo thc tin. ChinlcXK:CcthnhtuXK(mctngtrng,scmnh,...)ca cngtybnhhngldochnhcngtyquytnhthngquaviclachnth trng, lnh vc, hot ng v chin lc XK ca cng ty. Hai b phn chnh ca chin lc XK l chnh sch sn phm v s la chn th trng. Vn v chin lcsnphms quytnh phmvithchnghicasn phm:tskhngthch nghi hoc t thch nghi nht (ngha l, bn ci mang bn cht sn phm ni a) cho ti s pht trin sn phm c bit cho th trng XK. S la chn th trng lin quan n cc quc gia mc tiu, bn cht v mc phn khc trong cc quc gia .ivinhXK,iucnluntmnimlthtrngncngoikhc nhau c th c loi nhu cu khc nhau, tim nng Marketing XK s khc nhau, dn ti cn c cc chin lc XK khc nhau.2.1.1.3. M t sn phm xut khu C tra fillet - Tn khoa hc: Pangasius bocourti; Pangasius. Hypophthalmus- Tn thng mi: Pangasius, bocourti, bocourti fish; Tra, River Cobbler, swai - M t: Pangasius l loi c c hng v, kt cu tht mn trng tt. Dng nc chyxitcasngMekongmangnchoctrahngvtinhkhitvtrong sch. Tht c khi c nu chn s c mu trng ta ng voi. -Ngun gc:Ctra ctmthyph bin nht VitNam, cctrangtri nui c c t ti tnh An Giang, ng Thp, Cn Th. Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 20- Kt cu tht: C sau khi fillet c hai loi c trng l c tht trng v c tht , kt cu tht chc v sng bng. - Qun l cht lng: C tra ng lnh theo phng thc gi ko s c m bo cht lng trong vng 12 thng. C fillet ng IQF t 6 n 9 thng khi lu gi phi nhit -180C hoc thp hn Ch c surimi: TrongtingNht,surimicnghalthtxay.Chcsurimilmtloithc phm truyn thng c ngun gc t c ca cc nc Chu . Surimi c hm lng proteincao,lipidthpkhngcholesterolvglucid.Surimictnhchttothnh khi do, mi v v mu sc trung ha.4 2.1.2. Chin lc thm nhp th trng xut khu 2.1.2.1. Nhng nhn t nh hng n la chn chin lc cimcathtrng:cimtngqutcathtrng mctiul iu chnh yu cn xem xt khi xy dng cch thc thm nhp v mi trng cnh tranh kinh t - x hi - chnh tr - php lut cc nc thng khng ging nhau. c im ca sn phm: Chnh l tnh thng phm ca hng ha. Nhng hnghadhhngihimuabntrctipnhanh,tchcphnphinhanh. Nhngsnphmcgitrvyu cukthutcao i hi phitipxctrctip, gii thch phm cht ca sn phm, yu cu dch v sau bn hng. Nhng sn phm cng knh i hi gim thiu on ng chuyn ch. cimcakhchhng:Chunhhngbiccnhnt:Slng khch hng, s phn tn theo vng, tp qun mua hng, mi trng vn ha m h chu nh hng. c im ca h thng trung gian: Thng thng cc nh trung gian ch chn la nhng sn phm c nhn hiu bn chy, hoa hng cao v y l mt iu trngilnchoccnhsnxutmunthmnhpthtrngmivisnphm mi. Timlc cc DN: y l nhn t ch quan ni ln kh nng v iu kin ca DN trong tin trnh thm nhp th trng. 4 Theo nh ngha ca t in bch khoa ton th m: http://wikipedia.org.vn Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 21TngDNXNKkhixydngchinlcthmnhpthtrngthgiiphi qun trit nhng quan im mc tiu nh hng thm nhp th trng th gii ca c nc, ca a phng nhm m bo pht trin XK theo mc tiu nh. Xc nh c nhng nhn t nh hng n vic la chn phng thc thm nhp th trng Th Gii ca DN s gip la chn c nhng phng thc thm nhp hp l. [ Hu Vinh, 2] 2.1.2.2. Mt s chin lc thm nhp th trng XK Th Gii Chin lc thm nhp th trng XK Th Gii t sn xut trong nc: y l phng thc thm nhp th trng c cc quc gia ang pht trin trn Th Gii thng vn dng [Nguyn Xun Quang, 8] a, HnhthcXKtrctip(DirectExporting):Hnhthc nyi hichnh DNtlomikhucaqutrnhXKtnghincuthtrng,lpkhochn phnphivthu tin nc ngoi.XKtrctipnnpdng iviccDNc trnh qui m sn xut ln, c php XK trc tip, c kinh nghim trn thng trng v nhn hiu hng ha truyn thng ca DN tng c mt trn th trng Th Gii. Hnh thc ny thng em li li nhun cao, nu cc DN nm chc c nhu cu th trng, th hiu ca khch hng,... b, Hnh thc XK gin tip (Indirect Exporting): Hnh thc ny khng i hi c s tip xc trc tip gia ngi mua nc ngoi v ngi sn xut trong nc. Cc DN c th thc hin XK gin tip thng qua cc hnh thc: * Cc cng ty qun l XK (EMC): Khng mua bn trn danh ngha ca mnh, chnh schgic,cciukinbnhng, qungco,...ldochhng quytnh.Cc EMC ch gi vai tr c vn, thc hin cc dch v lin quan n XNK v s c thanhtonhoahng.SthnhcnghaythtbicacngtyXKphthucrt nhiu vo cht lng dch v ca EMC m DN la chn. * Thng qua khch hng nc ngoi (Foreign Buyer): y l hnh thc XK thng qua cc nhn vin ca cc cng ty NK nc ngoi. Khi thc hin hnh thc ny cc DN XK cng cn phi tm hiu k khch hng thit lp quan h lm n bn vng vi th trng nc ngoi. Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 22 Hnh 1: Cc ng dn thm nhp th trng Ngun: Theo Chin lc thm nhp th trng ca ROOT, 2004. * Qua y thc XK (Export Commission House): T chc y thc XK thng l i din cho nhng ngi mua nc ngoi c tr trong nc ca nh XK. Khi hng ha chun b c t mua, nh y thc lp phiu t hng vi nh sn xut c chn v h s quan tm n mi chi tit c lin quan n qu trnh XK. Bn hng cho nh ythclmtphngthcthunlichoXK.Victhanhtonthngcbo mnhanhchngchongisnxutvnhngvnvvnchuynhngha hon ton do cc nh c y thc XK chu trch nhim. * Qua mi gii XK (Export Broker):Mi gii XK thc hin chc nng lin kt gia nhXKv nhNK.Ngi migiicnhXKynhimvtrhoahngcho hot ng ca h. Ngi mi gii thng chuyn su vo mt s mt hng hay mt nhm hng nht nh. * Qua hng bun XK (Export Merchant): Hng bun XK thng ng ti nc XK vmuahngcangichbinhocnhsnxutvsauhstiptcthc hinccnghipv XKvchu miriro lin quan nXK.Cc nhsnxut thng qua cc hng bun XK thm nhp th trng nc ngoi. Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 23c, XK qua lin doanh: Nh XK s dng mng li bn hng hin ti ca i tc. Khi quyt nh nn tip cn trc tip hay gin tip, cn nhc nhng yu t sau: quymcngty;bnchtsnphm;kinhnghimXKtrcviukinth trng nc ngoi. Hnh thc ny thng thy trong ngnh thy sn quc t. Bng 1: Cch thc tip cn th trng nc ngoi Tip cn th trngChin lc thm nhp Thi hn th trng mc tiu Ngn hnDi hn (3 - 5 nm) Mc tiu hng u Khng c la chn c tnh h thng S la chn da vo vic phn tch th trng/ doanh s tim nng Rng but v ngun lc ch c doanh s trc mt Xy dng v tr bn vng trn th trng Cch thc thm nhp Khng c la chn c tnh h thng iu cn c th t v tr bn vng trn th trng Pht trin sn phm mi Dnh ring cho th trng ni a La chn c h thng trong hu ht nhng cch thc thch hp S thch ng ca sn phm Bt but thch ng i vi sn phm ni a (v i hi k thut v php l) p dng cho c th trng ni a & nc ngoi. Sn phm ni a thch ng vi th hiu, thu nhp ca khch hng nc ngoi KnhKhng n lc kim sotN lc kim sot nhm t cc mc tiu ca th trng Gi cQuyt nh bi chi ph ni a & iu chnh c bit trong tnh hnh doanh s Quyt nh bi nhu cu, cnh tranh, mc tiu & chnh sch Marketing khc Xc tinBn trc tip hoc thng qua ngi mi gii Kt hp qung co, xc tin bn hng & bn trc tip t mc tiu. Ngun: Franklin R.Root, Entry Strategies for International Market. Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 242.1.3. Cc bc xy dng chin lc thm nhp th trng xut khu 2.1.3.1. Qu trnh tin hnh xy dng chin lc xm nhp th trng XK Gm 3 giai on: Giai on 1: Xc lp h thng d liu thng tin t mi trng kinh doanh bn ngoi v bn trong DN lm c s xy dng chin lc. Giaion2:Phntch,xcnhcckthpgiathic,chi,eda,... ca mi trng kinh doanh vi cc im mnh, im yu,... ca DN thit lp cc kt hp c th lm c s xy dng phng n chin lc ca DN. C th s dng mt trong cc k thut phn tch nh ma trn Swot, ma trn BCG, ... Giai on 3: Xc nh phng n, nh gi, la chn, quyt nh chin lc. Bng 2: Qui trnh xy dng chin lc theo ba giai on Giaion1:Xclphthngthngtin,sliutnhhnh,...phcvxydng chin lc Ma trn nh gi cc yu t bn ngoi (EFE) Matrnhnh nh cnh tranh Ma trn nh gi cc yu t bn trong (IFE) Giai on 2: Phn tch, xc nh cc kt hp Matrnnguy c,chi, immnh, imyu (SWOT) Matrnvtr chinlcv nhgihot ng Matrn Boston (BCG) Matrnbn trong,bn ngoi (IE) Matrnchin lc chnh Giai on 3: Xy dng nh gi v quyt nh chin lc Ma trn hoch nh chin lc c kh nng nh lng (QSPM) Ngun: PGS.TS. Nguyn Thnh , 2002, Chin lc kinh doanh v pht trin DN, NXB lao ng. Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 252.1.3.2. M hnh qun tr chin lc ton din Hnh 2: M hnh qun tr chin lc ton din Ngun: Fred R.David, 2000, Khi lun v qun tr chin lc, NXB Thng k Thc hin vic nghin cu mi trng xc nh cc c hi v e da ch yu Thit lp mc tiu di hn Thit lp nhng mc tiu ngn hn Xem xt s mng (mission) Mc tiu v chin lc hin ti Xc nh s mng (Mission) Phn phi cc ngun lc o lng v nh gi kt qu Phn tch ni b nhn din nhng im mnh, yu. Xy dng v la chn chin lc thc hin ra cc chnh sch Hnh thnh chin lc nh gi chin lc Thc thi chin lc Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 262.2. PHNG PHP NGHIN CU 2.2.1. Phng php thu thp s liu - Thu thp s liu th cp trc tip t cc bng bo co, v ti liu c lin quan n vic XK thy sn sang EU ca cng ty thc tp trong 3 nm (2007, 2008, v 2009) - Thu thp thng tin v p dng cc l thuyt t gio trnh, sch bo trong th vin trng.Thamkholunvncngchuynngnhcacckhatrc,tthngtin trn cc bo ch, n phm nghin cu khoa hc v cc trang web v kinh t. 2.2.2. Phng php phn tch s liu Mc tiu 1: S dng phng php thng k v phn mm Excel v biu v thc trng XK. S dng ch tiu so snh nh gi thc trng qua cc nm. 2.2.2.1. Ch tiu nh gi thc trng XK Doanh thu: Doanh thu bn hng ca cc cng ty XNK l ton b gi tr hng ha, dch v bn ra, thu tin v cha thu tin (do phng thc thanh ton) trong mt k kinh doanh no . Doanh thu bn hng c xc nh bng cng thc: iniiG Q D 1 Trong : D: doanh thu; Q: s lng hng ha kinh doanh XNK G: n gi bn hng hoc n gi dch v i: mt hng hoc tn dch v; n: loi mt hng, dch v Doanh thu bn hng chu nh hng trc tip bi hai nhn t l s lng hng bn v n gi xut bn. Hot ng kinh doanh XNK rt phc tp c nhng khon thu bng ngoi t, c nhng khon thu bng tin Vit Nam. nh gi tnh hnh kinh doanh XNK ca cng ty th ta dng ch tiu thu ngoi t qui v USD v doanh thu qui v ng Vit nam. Li nhun Linhunl phncnlica doanhthusau khi tr ichi ph (tin cng, tin lng, tin mua nguyn vt liu, nhin liu, tr li, tr n tin vay...) TrongkinhdoanhXNK,linhunlmtchtiuquantrngnhgihiu qu ca n v kinh doanh XNK. c tnh theo cng thc: Li nhun = Doanh thu - Gi vn hng bn - Tng chi ph hot ng Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 27Linhunlngunvn bsungvntccanvnhmtisnxut kinh doanh. Li nhun sau khi np vo ngn sch Nh nc dng tr cc khon b pht (vi phm hp ng kinh t, n qu hn, ...). Mt phn dng lp qu bo ton vn, mc trch lp qu ny ph thuc vo mc lm pht v t s trt gi. 2.2.2.2. Phng php so snh L phng php i chiu cc ch tiu kinh t nhm rt ra nhng kt lun nh gi hiu qu hot ng kinh doanh XK. Ch tiu so snh gm: Ch tiu tuyt i: L hiu s ca hai ch tiu: k phn tch v k gc. 0 1F F F Trong : F: tr s chnh lch gia hai k F1 : tr s ch tiu k phn tch; F0 : tr s ch tiu k gc Ch tiu tng i: L t l phn trm (%) ca ch tiu k phn tch so vi ch tiu k gc th hin mc hon thnh hoc t l ca s chnh lch tuyt i so vi ch tiu k gc ni ln tc tng trng. 100 100 * %01 FFFTrong : %F: l phn trm gia tng ca cc ch tiu phn tch F1 : tr s ch tiu k phn tch; F0 : tr s ch tiu k gc Mc tiu 2:S dng m hnh PEST phn tch mi trng viukinkinhdoanhcaLinMinhEU.yl bn yu t c nh hngtrc tip n cc ngnh kinh t, cc yu t ny l cc yu t bn ngoi ca ca DN v ngnh, v ngnh phi chu cc tc ng ca n em linhmtyutkhch quan.CcDN da trncc tcngs ara nhngchnhsch, hotngkinh doanh ph hp. Cc yu t l: - Political (Th ch- Lut php)- Economics (Kinh t)- Sociocultrural (Vn ha- X Hi)- Technological (Cng ngh). Hnh 3: M hnh PEST (Ngun: www.saga.vn) Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 28Mctiu3:S dng mhnh 5plccaMichaelE.Porter nhgi kh nng cnh tranh ca cng ty. nh gi ni b cng ty theo tiu chun 4P (price, product, place, promotion) v 5M (men, money, machine, marketing, material). Da trnbngkhost kinchuyngiaxydngm hnhEFE,IFEnhmnh gi phn ng ca cng ty trc yu t mi trng bn ngoi v bn trong. 2.2.2.3. Phng php chuyn gia Giai on 1: Chn chuyn gia l cc nh phn tch hoc cc chuyn gia nh gi. Giai on 2: Trng cu kin cc chuyn gia. Theo cc hnh thc nh phng vn, hi tho, hi ngh hoc trng cu vng mt. X l cc cu tr li bng phng php thng k nhm thu nhn nhng c trng chung ca cc cu tr li. Giaion3:Phntch,xlkincaccchuyngia.Phixcnhci lngctrngchokinchungvsthngnhtkincaccchuyngia. Ngi ta thng phn tch thng qua vic s dng cc gi tr thng k nh: k vng (l trung bnh cng cc gi tr nh gi); Mod (l gi tr nh gi c nhiu chuyn gia la chn nht), v Trung v (l gi tr mt na s chuyn gia nh gi di v mt na nh gi trn mc ). Trong bng: Cij l im ca chuyn gia th i, cho tm quan trng ca s kin th j. Thang im thng c la chn t 0 - 10 hoc h thang im thch hp. S kin Chuyn gia 12...j 1C11C12...C1j 2C21C22...C2j ............... iCi1Ci2...Cij Hnh 4: Bng im nh gi theo phng php chuyn gia Ngun: PGS.TS Nguyn Thnh , 2002, Chin lc kinh doanh v pht trin DN, NXB Lao ng 2.2.2.4. Ma trn nh gi cc yu t bn ngoi EFE -Bc1:Lp1danhmct10-20yutchivnguycchyu,cnh hng ln n s thnh bi ca t chc trong ngnh kinh doanh. Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 29-Bc2:Phnloitmquantrngt0,0(khngquantrng)n1,0(rtquan trng) cho tng yu t. Tm quan trng ca tng yu t ph thuc vo mc nh hng ca yu t n s thnh cng ca t chc trong ngnh kinh doanh. Tng s cc mc phn loi c n nh cho tt c cc yu t phi bng 1,0. - Bc 3: Phn loi t 1- 4 cho tng yu t, loi ca mi yu t ty thuc vo mc phn ng ca t chc i vi yu t . Trong : 4 = Phn ng tt; 3 = Phn ng trn trung bnh; 2 = Phn ng trung bnh; 1 = Phn ng yu. - Bc 4: Nhn tm quan trng ca tng yu t vi loi ca n xc nh s im v tm quan trng. - Bc 5: Cng tng s im v tm quan trng ca tt c ccyu t xc nh tng s im ca ma trn EFE; nu tng im ma trn >2,5 cng ty phn ng tt vi cc yu t mi trng bn ngoi. 2.2.2.5. M hnh 5 p lc cnh tranh ca Michale Porter Mt DN c th s phi cnh tranh vi mt DN khc trong cng ngnh sn xut kinh doanh, dovymitrngcnhtranh caDNchnhl mitrng hot ng cangnhhng(snphmvtchthaysnphmdchv)mDNthamgia.Th hin tp trung qua m hnh 5 p lc cnh tranh ca ngnh hng nh trong hnh 5. Bncnhscnhtranhvicc ithhinhutrongngnh, butccDNphitngchiph (nhccloichiphnghincu pht trin, qung co, chi ph bn hng...)vgimlinhun(do tngkhuynmi,gimgibn ...) mi DN cn chu tc ng ca nguy c e da t s gia tng v thm nhp ngnh ca nhiu cng ty mi lm cho mi trng ngnh trnnchtchihn,toras ginhthphnngycngquyt S cnh tranh ca cc i th hin hu trong ngnh KH NNG MC C CA KHCH HNG KH NNG MC C CA NH CUNG NG NGUY C T NHNG SN PHM, DCH V THAY TH NGUY C T NHNG I TH S GIA NHP NGNH Hnh 5: Mi trng cnh tranh ca DN (Ngun:Mhnh5plccnhtranh,Michael E.Porter, HBS 1979) Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 30lit, e da gim li nhun bin t ca ngnh. Sn phm thay th thng l c cht lng tt hn m gi bn li r hn tng i, nn s xut hin ca cc sn phm thaythchc chnsdntisstgimdoanhsca ngnhhng, but mi i th cnh tranh trong ngnh phi chuyn i u t phng n sn phm rt tn km thch ng. Ngoi ra kh nng mc c ca nh cung ng e da lm tng chi ph snxut uvo,cnkh nng mcccakhch hnge dalmtngchi ph tiu th u ra... ngha l cng e da lm gim li nhun ca DN. Tm li 5 yu tcnhtranhca ngnhhngctcngquytnhccmc ut,chiphsn xut kinh doanh, gi bn hng, ... m mt DN c th chu ng cnh tranh v tm kim li nhun. Tc ng bao trm c trn th trng ni a v quc t. 2.2.2.6. Ma trn nh gi cc yu t bn trong IFE Bc 1: Lp 1 danh mc t 10 - 20 yu t c hi v nguy c ch yu, c nh hng ln n s pht trin ca cng ty. Bc2:Phnloitmquantrngt0,0(khngquantrng)n1,0(rtquan trng) cho tng yu t. Tng mc phn loi n nh cho tt c cc yu t bng 1,0. Bc 3: Xc nh trng s cho tng yu t theo thang im t 1 - 4. Trong : 4 = im mnh ln nht; 3 = im mnh nh nht;2 = im yu nh nht; 1 =im yu ln nht. Bc 4: Nhn tm quan trng ca tng yu t vi loi ca n xc nh s im v tm quan trng. Bc5:Cngtngsimvtmquantrngcattcccyutxcnh tng s im ca ma trn IFE. nhgi:Tngsimcamatrnnmtrongkhongt1imn4im khng ph thuc vo s lng cc yu t trong ma trn. Nu tng s im di 2,5 tc cng ty yu v ni b. Nu tng s im trn 2,5 tc cng ty mnh v ni b. Mc tiu 4:SdngmhnhphntchSWOTnhgichi,eda,immnh, im yu ca cng ty, t kt hp cc yu t v a ra chin lc c th. S dng matrnQSPMnhgivlachngiaccchinlc,nhmchnrachin lc thch hp nht. Xy dng m hnh mng li Pert cho cc cng on ca qu trnh XK nhm tm ra khu xung yu. Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 312.2.2.7. M hnh phn tch SWOT SWOTcungcp mtcngc phntchchinlc rthudngcho vicra quyt nh trong mi tnh hung i vi bt c t chc kinh doanh no. Nh r sot v nh gi v tr, nh hng ca mt cng ty hay ca mt n kinh doanh. Mu phntchSWOTctrnh bydi dngmt matrn 2 hng, 2ct, chialm 4 phn. M hnh SWOT thng a ra 4 chin lc c bn: Strengths:immnh.Lithcacng tylg?Cngvicnocngtythc hin tt nht? Ngun lc no DN cn? u th m n v khc thy c DN? Weeknesses: im yu. DN c th ci thin iu g? Cng vic no cng ty cn trnh? V sao i th c th lm tt hn? Opportunities:Chi.Chittangu?Xuhngngquantmno cng ty bit? Threats:eda.Nhngtr ngianggpphi.ithcnhtranhanglm g? Sn phm hin ti c cn thay i khng? Thay i cng ngh c nguy c g i vi cng ty khng? Liu c im yu no ang e da cng ty khng? Bng 3: Ma trn phn tch SWOT Ma trn phn tch SWOT Opportunities - ... - Threats - ... - Strengths - ... - (1)SO:Kthpim mnh v c hiarachinlcdatrn uthcacngtytn dng c hi ca th trng. (3) ST: Kt hp immnh v nguy c a ra chin lc da trn u thcacngtytrnhcc nguy c ca th trng. Weeknesses - ... - (2) WO: Kt hp im yu v c hi. arachinlcdatrn kh nng vt qua imyu cacngtytndngc hi ca th trng (4)WT:Kthpimyu v nguy c cn trnh n. arachinlcdatrn kh nng vt qua hn ch ti ayuimcacngty trnh nguy c ca th trng. Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 322.2.2.8. M hnh ma trn QSPM Matrnhochnhchinlccthnhlng(QuantitavtiveStrategic Planning Matrix). Ma trn s dng cc yu t t kt qu phn tch ma trn EFE, IFE v kt qu kt hp ca ma trn SWOT la chn mt trong s cc chin lc c kh nng. Qui c xc nh s im hp dn: 1= khng hp dn; 2= t hp dn, 3= kh hp dn, 4= rt hp dn. Tng s im hp dn l kt qu ca ca vic nhn s im phn loi vi s im hp dn trong mi hng. Tng s im cng cao, chin lc cng hp dn. Hnh 6: Bng Ma trn QSPM Cc chin lc c th la chn Cc yu t chnhPhn loi Chin lc 1 Chin lc 2 Chin lc 3 Cc yu t bn trong - Cc yu t bn ngoi - Ngun: Nguyn Thnh , chin lc kinh doanh v pht trin DN. 2.2.2.9. M hnh mng li PERT (Program Evaluation Review Technique). L khoa hc sp xp, b tr cc cng vic nhm tm ra khu xung yu nht cn phi bit c bin php b tr vt t, thit b, v cn b. y l cch lm vic va nm c ton cc vn va nm c tng phn c th, chi tit. u im ni bt cam hnh mnglisovicc hnhthcbiu dinkhochkhclch n nurttcccmilinhlnnhautheothigiancacccngvic:khoch c thc hin bng s mng li c th c chi tit ha mc bt k ty theo yu cu ton b cc cng vic trong h thng v th t thi gian thc hin cc cng vic . Trnh t s dng s mng li nh sau: Bc 1: V s logic ca ton b cc cng vic. Mi cng vic biu th bng mt mi tn, mi u c mt vng trn gi l cc nh, trn nh mi tn ghi r ni dung v thi gian chi ph thc hin cc cng vic. Trongtrnghpthigiankhngkhngnhcchcchnngitasdng cng thc: ti = (ai + 4mi + bi)/6 Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 33 (tilthigianchi phtrung bnh thc hinxongcngvic, ailthi hnlm xong xi mt cch nhanh nht, cn mi l thi hn thng thng s dng lm xong vic xi, bi l thi hn lm lu nht) Bc 2: nh s th t cc nh, ghi vo gc trn cng theo qui tc: - nh no ch c mi tn i ra th nh s trc. - nh s t trn xung di, t tri qua phi. - nh no c nh s ri th mi tn i ra t n xem nh b xa. Bc 3: Tnh thi hn sm bt u sm cc nh, ghi vo gc bn tri, theo qui tc: - Tnh t nh nh n nh k tip 1, 2,... - nh 1 c mt thi hn bt u sm bng 0. -Ccnhcnlilysln nhtcatng giathi hn bt u nhlin trc cng vi thi gian thc hin cng vic tin v n. Bc 4: Tnh thi hn kt thc mun cc nh ghi vo gc phi theo qui tc: - Tnh li t nh c s th t ln v nh c s th t nh k tip. - nh cui c thi hn kt thc mun bng thi hn bt u sm. - Cc nh cn li ly s nh nht ca hiu gia thi hn kt thc mun nh trc tr vi thi gian thc hin cng vic ca mi tn li v n. Bc 5: Tm cc nh gng. L cc nh c hiu s gia thi hn kt thc mun vi thi hn bt u sm bng 0 (ghi gc di). Bc 6: Tm cc cng vic gng. L cc cng vic ni lin nh gng. ( Cng vic gng -c v 2 nt) Bc 7: Tm ng gng.L ng ni lin cc cng vic gng v nh gng lin tc t nh 1 v nh cui v c tng hn thc hin cc cng vic bng ng thi hn kt thc mun nh cui. [Franklin R.Root, 3] x1 ti Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 34CHNG 3 NH GI THC TRNG XUT KHU --- -e --- 3.1. GII THIU CHUNG V CNG TY HI SN 404 3.1.1. Lch s hnh thnh v pht trin cng ty Tn gi chnh: Cng ty Hi sn 404.Tn thng mi: GEPIMEX 404 COMPANY a ch: 404 L Hng Phong, P.Bnh Thy, Q.Ninh Kiu, TP.Cn Th in Thoi: (0710) 3841083. Fax: 071.814017 Ti khon ti Ngn hng Cng thng Cn th TK VN: 710A.56209. TK USD: 710B.56209 Vn phng i din: 557D Nguyn Tri Phng, Q.10, TP.HCM Website: www.gepimex 404.com. Email: gepimex 404@hcm.vnn.vn Cng ty c phn hi sn 404 l mt DN nh nc trc thuc Qun Khu 9, c thnhlptheoquytnhcaBQucPhng,cnctheoquytnhs 338/HQTngy20.11.1991caHingBTrngng thnhlpc nhim v ch bin thy hi sn XK. Thng12/1977:Cngtychnhthcivohotngvitn"icngnghip nh" sau i thnh "Xng ch bin 404" c nhim v ch bin cc mt hng phc vchotintuyn,chotonqunkhu.Sn phmchnhllngkh,thtkho,lp xng,ncmm...theochbaocp.Nm1982,cngtyitnthnh"X nghipchbin404"hotngtheocch "nakinhdoanh,nabaocp"hch ton np li v qun khu. Giai on 1984 - 1993: Nm 1986 c nc thc hin cng cuc i mi sang nn kinh t th trng, cng ty mnh dn u t i mi my mc, thit b nhm tng nng sut v cht lng sn phm trong kinh doanh. X nghip c nng cp thnh Cng ty XNK tng hp 404 theo quyt nh s 76 ca B Quc Phng. Nm 1993 cng ty c B Thng mi (nay l B Cng Thng) cp giy php kinh doanh XNK trc tip s: 1.12.1010 cng ty ch ng kinh doanh XK nhng mc hng thy sn m khng cn xut qua y thc. Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 35Giaion1993-2004:QuaccnmcngtyHisn404cnhiunggp chosphttrinngnhthysncaaphngniringvcncnichung. Tuy nhin, trc s bin i ca mi trng kinh doanh v yu cu cao hn v trnh cng ngh a cng ty n tnh trng kh khn c bit l nm 2003 - 2004. Giai on 2005 n nay: Nhn thy phi c s i mi theo yu cu hi nhp nht l khi Vit Nam gia nhp WTO, v tr thnh thnh vin khng thng trc ca Hi ngBoAn nm 2007,cngty ut otocn bv mnhdn nngcp trang thit b my mc p ng yu cu ngy cng cao ca th trng XK thy sn. 3.1.2. Lnh vc kinh doanh ca cng ty Cng ty Hi sn 404 kinh doanh nhiu lnh vc, trong chuyn doanh: - Ch bin gia cng hng nng sn, hi sn XK. - Dch v kho lnh 3.000 tn, nhit -20oC. - Kinh doanh gas ha lng, du, nht. - NK hng ha phc v sn xut. Trong nm 2009, cng ty cn kinh doanh m rng sang dch v nh hng 404, trang tr ni tht 404, v c bit CNG TY LIN DOANH TOTALGAS l n v trc thuc Cng ty Hi Sn 404 lin doanh vi tp on Total gas ca Php, cung ng kh t ha lng cho nhiu lnh vc ca ngnh kinh doanh kh t. Nhim v:Tchcthumua,chbinnguynliuvXKthyhisntheongquy trnh ch bin hng XK, m bo s lng, cht lng v thi hn hp ng. Lm thtcngkkinhdoanhvhotngtheongquinhcaphplutNh Nc v B Quc Phng. Khai thc s dng hiu qu ngun vn, m bo u t m rng sn xut, i mi thit b, tng dn tch ly.Thc hin nghim chnh cc hp ng mua bn, gia cng ch bin thy sn gia cng ty vi cc n v khc. Thc hin tt chnh sch, ch qun l ti sn, lao ng, tin lng,... m bo cng bng bnh ng. Chm lo tt i sng cn b nhnvintrongcngty. Lmttcng tc bovantonlaong,trtt x hi, bo v an ninh n v. Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 363.1.3. Mc tiu di hn ca cng ty Cng ty lun c gng khng ngng ci tin k thut, thit b my mc hin i vphngkimnghimckhnngkimccchtiuvisinh,Chloramphenicol. o to i ng cn b k thut v cng nhn c tay ngh cao. Snphmcacngtylunmboyucuvantonvsinhthcphm; KNXK sang cc nc trn th gii nh: Php, c, Ty Ban Nha, H Lan, Thy S, M,Nga,AiCp,Rp,HnQuc,HngKong,Singaporelun nnh,vs ngy cng m rng th phn hn na nht l cc quc gia EU v Chu c. u t xydngnhmychbinminhmmrnghotngkinhdoanh.Hinnay cng ty ang thc hin chng trnh qun l cht lng theo HACCP, GMP, SSOP. Chngtrnhnycqunlchtchvtocuytnvikhchhng trong nhiu nm qua, cng ty s tip tc tng cng kim sot nhm thc hin tt yu cu ca h thng cc tiu chun.3.1.4. B my t chc v nhn s 3.1.4.1. C cu t chc Gim c: l ngi chu mi trch nhim v hot ng v hiu qu sn xut kinh doanhcaDN.NgicvtrcaonhttrongcngtyvphtrchcngtcXK, utlindoanh,linkt.Chutrchnhimkkthpngmuabnhngha, thnh phm XK. Ph gim c chnh tr: qun tr ni b, cng tc ng, cng tc chnh tr. Ph gimckhoch(kim phgimcsnxut):gip iu hnhhot ng ca cng ty theo hai hng sn xut v k hoch. PhngTchc:Qunlhsnhns,thammuchoGimcvtchcb my qun l, hot ng sn xut kinh doanh. Thc hin cng tc qui hoch, o to cn b, bc v nng lng, khen thng, k lut, thc hin cng tc hnh chnh, vnth,lutr,cngtcthanhtranhnvin,gipngy,BanGimclm cng tc ng, cng tc chnh tr. Phng K Ton: t chc cng tc hch ton, phn nh tnh trng lun chuyn vt t, tin vn, vic s dng ti sn v xut cc bin php qun l ti chnh. Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 37PhngXNK:SonthoccHp ngkinht,tchcthc hinvtheo ditnh hnh thc hin hp ng XK. Chu trch nhim v thu hng ha giao dch vi khch hng trong v ngoi nc, nghin cu Marketing. Trc tip cng tc XK hng ha. Phngkthut:Chutrchnhimvkhukthuttrongqutrnhsarnxutv qun l thc hin dy chuyn cng ngh ch bin, cht lng, mu m bao b. Phng k hoch kinh doanh: Tham mu cho Gim c v xy dng, thc hin k hoch kinh doanh, lp k hoch lun chuyn hng ha ca cng ty, nghin cu th trng trong nc. Trin khai v n c vic thc hin ch tiu k hoch ca cng ty. Cng vi phng k ton XNK theo di hot ng ca cng ty. Kho thnh phm: gm t trng, t ph vi nhim v thng k, ln c cu hng ha, kim tra hng ra v qun l kho lnh. K thut KCS: chu trch nhim kim tra cht lng sn phm, loi b nhng sn phmkhng tchtlng, ra nhng binphpkhc phc.Nghincu nhng qui trnh cng ngh mi. B phn sn xut chnh: Xnghipchbin:Chaiquncphtrchbmylmvic.Nhimvch bin cc loi thy sn ti thnh sn phm ng lnh. y l phn xng ln nht ca cng ty. B phn sn xut ph tr Phn xng nc : C nhim v sn xut nc phc v cho cng ty v nhn dn trong vng. y l hot ng gp phn lm tng doanh thu ca cng ty. Phn xng c in: sa cha cc my mc, thit b v phn kho lnh ca cng ty. B phn Lin Doanh: Cng ty Lin doanh Total gas: l n v trc thuc ca cng ty lin doanh vi tp onTotalgas ca Php.Nhimvcungcp kh t halngcho nhiulnhvc ca ngnh, cung cp gas bn cho c s cng nghip, nh hng... NhHngHisn404:GimcvnlqunlcachuinhhngSngqu, cung cp cc mn n t sn phm Hi sn ti sng. Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 38 Hnh 7: S C cu t chc hnh chnh ca cng ty hi sn 404 Ngun: Phng T chc hnh chnh - cng ty Hi sn 404 Kho Thnh Phm Phn xng c in Phn xng nc Thng k V Vt t PSSX hng Chu PSSX Hng Chu u KCS Ph G Sn xut Ph G K hoch Ph G Chnh tr Gim c Phng t chc v hnh chnh Phng K hoch Kinh doanh Phng XNK Phng K ton Phng K thut X nghip Ch bin X nghip Tu xe Qun cQun c Lin doanh Total Gas Nh hng Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 393.1.4.2. Qun l nhn s Trong tng s 833 lao ng nm 2009 ca cng ty, c: - S lao ng n: 412 ng ch chim 49,5%; Nam: 421 ng ch chim 50,5%- S quan: 4 /c - Qun nhn chuyn nghip:32 /c - Cng nhn vin Quc phng:23 /c - Lao ng hp ng:774 /c Xt v i tng ng v on vin, ton cng ty c: - ng vin:104 /c - on vin Cng on:630 /c - on vin Thanh nin Cng Sn HCM:277 /c - Hi vin Hi Ph N c s:345 /c Xt theo n v trc thuc: Bng 4: Tnh hnh nhn s ca cng ty vt: /c Phng/BanNm 2007Nm 2008Nm 2009 Khi qun l DN505050 Phn xng ch bin600568592 Phn xng ch c708086 Phn xng Kho lnh404245 Phn xng Bao b363838 Phn xng C in222222 Tng818800833 Ngun: Bng bo co tnh hnh bin ch nm 2009 - Phng t chc 3.1.5. Phng thc vn ti - bo him * Phng thc vn ti: Hin nay Cng ty giao hng theo phng thc vn ti ngbinlchnhvchiphthp,giaothngthuntin.Tuynhinvicthu phng tin vn ti cn ty vo tha thun k kt hp ng ca hai bn XK v NK. Nhnghngtucngtythnggiaodch:Heung-AShippingLines; Huyndai-A Shipping Lines; Evegreen; Maerks Lines. Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 40Cng ty k hp ng XK theo iu kin gi FOB, CIF. Nhng thc t cng ty thngk hp ngtheo iukincs giaohng FOB(Incoterms2000)vvic thu phng tin vn ti do khch hng chu trch nhim. Ngoi ra cng c mt s t hp ng cng ty k theo iu kin CIF, i vi khch hng c tuyn ng vn chuyn c lch trnh c nh v nh sn. V nhng tuyn ng nycng ty c hng tu tnh gi u i. Cngtyhisn404c4cchgihngchnh:Cchgihngnguyn container(FCL/FCL),cchgihngkhngyContainer(LCL/LCL),cchgi hng:FCL/LCL,cchgihngLCL/FCL.CncvochitithnghaXKm nhn vin ca cng ty sau khi k nhn Container s tnh lch trnh xp hng ti bi Container nu giao hng bng Container v lin lc ngi chuyn ch hng ha n a im qui c. * Phng thc bo him Bo him hng ha l mt phn khng th thiu trong mua bn ngoi thng, nhm m bo sut qu trnh vn chuyn nu gp ri ro bt ng th cng ty s c bi thng t cng ty bo him. Trch nhim mua bo him s c phn cho bn bn hoc bn mua ty vo s tha thun ca hp ng c k kt. Tuy nhin, i vi cng ty, v hnh thc XK ch yu l theo gi FOB nn vic mua bo him hng hathngldokhch hngchu.VtheoIncoterms 2000thvi iukinFOB cng ty khng phi chu bt k ri ro tn tht no khi hng qua lan can tu. Trong vi trng hp, cng ty cng c mua bo him, khi c pha khch hngyu cu mua h v sau s c thanh ton li. 3.1.6. Tnh hnh hot ng kinh doanh 3.1.6.1. Tnh hnh doanh thu - li nhun Hot ng kinh doanh ch yu ca cng ty l ch bin XK v nhn y thc cc mt hng hi sn. Cng ty lun c gng c nhng bin php tch cc nhm duy tr n nh u vo - u ra t kt qu tt cho hot ng sn xut kinh doanh. Tuy nhin trong hai nm gn y, tnh hnh th trng din bin phc tp, vic nm bt thng tin kp thi gip cng ty phn no a ra bin php ng ph, mc d hiu qu tcchacao,nhngngtrcxuthkhnghongchungcannkinht quc gia v Th gii y cng l mt kt qu kh kh quan. Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 41Bng 5: Tnh hnh hot ng kinh doanh ca cng tyqua ba nm 2007, 2008 v 2009 VT: triu ng Ngun: Phng k hoch kinh doanh, cng ty Hi Sn 404 (DT: Doanh thu; CP: Chi ph, CCDV: cung cp dch v, HTC: hot ng ti chnh)050000100000150000200000250000300000350000Nm 2007 Nm 2008 Nm 2009triu ng0500100015002000250030003500400045005000Tng doanh thuLi nhun sau thu Biu 1: Tnh hnh bin ng doanh thu v li nhun ca Cng Ty Hi sn 404 qua ba nm 2007, 2008 v 2009 Tbiu1tanhnthydoanhthuvlinhuncacngtytronghainm gn y ang c chiu hng gim dn. Nm Chnh lch2008/2007 Chnh lch2009/2008Ch tiu 200720082009Gi tr%Gi tr% DT bn hng & CCDV298.248266.813226.775-31.435-10,54-40.038-15,01 DT khc310213984-97-31,29771361,97 DT t HTC4802.4162.1311.936403,33-285-11,80 Tng Doanh thu299.038269.442229890-29.596-9,9-39.552-14,68 Gi vn hng bn277.137241.564207.314-35.573-12,84-34.250-14,18 CP ti chnh1.2664.1383.3702872226,86-768-18,56 CP bn hng8.60010.5828.4761.98223,05-2.106-19,90 CP QLDN5.2005.4975.451297-5,71-46-0,84 CP khc182195-163-89,56-14-73,68 Tng chi ph292.385261.800224.616-30.585-10,46-37.184-14,20 Li nhun sau thu4.6884.4653.290-223-4,76-1.175-26,32 Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 42 Giai on 2007 - 2008: Tng doanh thu nm 2008 gim 9,9% (gim 29.596 triung)sovinm2007kotheosgimnhtronglinhuncacngty. Nguynnhnchnhdodoanhthuthuntbnhngvcungcpdchvgim (gim 10,54%). C th l do tnh hnh XK nm 2008 bin ng, th trng tiu th hng thy sn b thu hp, nh hng n doanh thu thun ca cng ty. ng trc kh khn ca nn kinh t khng hong, cng ty y mnh tng cng cc hot ng cho thu ti chnh, nh cho thu kho bi gi hng, kinh doanh kho lnh,v.v... Nh vy doanh thu t hot ng ti chnh ca cng ty tng mnh so vi nm 2007(tng 1.936triu ngtc 403,33%) gpphn n nhli nhunchocngty.V th mc d trong tnh hnh nn kinh t gp nhiu kh khn, nhng li nhun ca cng ty ch gim 4,76% hay 223 triu ng. Giaionnm2008-2009:Tngdoanhthucacngtynm2009gim 14,68%; do doanh thu t bn hng v cung cp dch v cng vi doanh thu t cc hot ngtichnhugim(15,01%v11,8%)sovinm2008.Nguynnhn chnh l do nhng thng u nm 2009 l giai on khng hong tc ng nghim trng nht, mt khc lnh vc dch v nh hng hi sn v trang tr ni tht c cng ty chnh thc a vo hot ng, v l nm u kinh doanh nn cn kh khn trong vic thu ht khch hng, lm nh hng n tng doanh thu ca cng ty.V thlinhun nm2009cacngtycht3.290triunggim 26,32%sovi nm 2008. 3.1.6.2. Tnh hnh Xut Khu Kim Ngch XK: Thng qua bng v biu v tnh hnh ch bin v XK ca cng ty, nhn thy KNXK ca cng ty hai nm gn y c chiu hng gim nh, c th: Giai on nm 2007 - 2008: sn lng ch bin nm 2008 tng, nhng sn lng XK trc tip li khng cao (gim 17,23% so vi nm 2007), chyu gi tr XKcacngtyldoXKythc,vtronggiaionnnkinhtgpnhiukh khn, mt mt th trng tiu th b thu hp, mt khc cng ty li phi chu p lc gim gi t sc p ca ro cn k thut. Trong khi din tch nui trng thy sn trong nc b thu hp, y gi ngun nguyn liu tng cao. Gi tr KNXK nm 2008 ca cng ty c gim nh so vi nm 2007 (gim 0,58% hay 64.532USD). Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 43Bng 6: Tnh hnh ch bin v XK ca cng ty nm 2007, 2008 v 2009 Nm2008/20072008/2009 Ch tiu 200720082009 % % Sn lng ch bin (tn) 11.50012.1028.3006025,23-3,802-31,42 Sn lng XK (tn) 6.9765.7745.660-1.202-17,23-114-1,97 KN XK (ngn USD) 11.203,0811.138,558.923,12-64.532-0,58-2.215,43-19,89 Ngun: Phng XNK cng ty Hi Sn 404 (KNXK: Kim ngch xut khu) 02000400060008000100001200014000Nm 2007 Nm 2008 Nm 2009Sn lng ch bin (tn)Sn lng xut khu (tn)Kim ngch XK (ngn USD) Biu 2: Tnh hnh bin ng sn lng v KNXK hi sn ca Cty 404 qua ba nm 2007, 2008 v 2009 Giai on nm 2008 - 2009: sn lng ch bin v XK u gim, tuy nhin sn lng XK ch gim nh vi 1,97%. Nguyn nhn do nh hng ca th trng tiuthura,vkhkhntrongvictmkimthumuangunnguynliuu vo. Mt khc do mt s my mc v trang thit b c xung cp, gy ra khng t kh khn trong cnh tranh v cht lng sn phm v gi thnh trn th trng. Gi tr KNXK nm 2009 gim 19,89% (2.215.430USD) so vi 2008. Tnh hnh XK theo c cu th trng: Qua biu nhn thy th trng XK cacngtyrtadng,snphmcXKsanghuhtccncphttrinv Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 44phn b khp cc Chu lc. Trong doanh thu chnh ca cng ty l t th trng Chu v Chu u. Bng 7: KNXK theo c cu th trng nm 2007, 2008, v 2009 VT: 1.000 USD Nm 2007Nm 2008Nm 2009 Ch tiu KN T trng (%) KN T trng (%) KN T trng (%) CHU 5.605,53 50,038.470,29376,046.077.39968,11 CHU U4.293,0638,32589,5325,291.337,2914,99 CHU M883,977,89686,5636,16717,1058,04 CHU PHI420,523,751.392,1612,51791,338,86 Tng KN XNK 11.203,8210011.138,551008.923,12100 Ngun: Phng XNK cng ty Hi Sn 404.(KNXK: kim ngch xut khu) 020406080100Nm 2007 Nm 2008 Nm 2009CHU PHICHU MCHU UCHU Biu 3: KNXK theo c cu th trng nm 2007, 2008 v 2009 Th trng Chu : L th trng XK n nh nht ca cng ty; v t trng KNXKcngngycngtng(nm2008l50,03%vnm2009l 68,11%).Cc ncXKchnhsangthtrngnygm:Hnquc,HongKong,Singapore, Malaysia, Brunei v Nht Bn. Trong Hn Quc hin l th trng ch lc v gi tr XK n nh nht. Cc nc cn li gi tr XK khng ng k, v sn lng XK cng khng n nh. Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 45 Th trng Chu u: y l th trng XK vi nhiuyu cu gt gao, v th cng ty lun phi cn trng trong qu trnh XK sang th trng ny. Th trng ti Chu u gm cc nc: c, Nga, B, Ty Ban Nha, , Ba Lan, H Lan, Thy in v CH Czech. Trong Nga v Ba Lan l hai th trng XK chim th phn cao v n nh ca cng ty. Nm 2008, t trng XK sang Chu u gim mnh (ch cn5,29%)nguynnhnchnhlstgimthphntthtrngNga,trongnm 2008, ch c 24DN c php XK trc tip sang th trng ny. Tuy nhin n nm 2009, cng ty khi phc li th phn ti mt s nc c nhu cu tiu th hi sn ln ca EU, a th phn Chu u ln ng th hai vi 14,99% trong tng KNXK. ThtrngChuM:Ctc phttrinnhanh,nhngcnglmtth trng kh tnh, vi nhiu qui nh v cht lng v sinh ATTP cng thm nhng qui nh v bo v mi trng sinh thi. y c coi l nhng ro cn k thut lm hn ch kh nng XK thy sn ca Vit Nam ni chung v cng ty Hi sn 404 ni ring. Cc nc trong th trng ny l M,Uruguayv Mexico. Nm 2009, cng ty m rng XK sang Chile, v Canada. Tuy KNXK cha cao, ch chim t trng t 7-8%; nhng nhn thy cng ty ang c hng u t m rng qui m v th phn. Th trng Chu Phi: Tnh hnh XK ang ngy cng bin ng do nhng qui nh mi ngy cng gt gao, cng nh cc DN khc, cng ty tm ra hng gii quyt mi cho mnh l XK sang th trng U.A.E; y l mt th trng mi y tim nng ca Chu Phi, KNXK sang quc gia ny cng ang ngy cng tng. a t trng XK sang Chu phi nm 2008 ln 12,51%; y chnh l mt bc tin mi v th phn bo m cn bng doanh thu XK cho hot ng kinh doanh ca cng ty. Tnh hnh tiu th theo c cu sn phm Mt hng XK chnh ca cng ty trong ba nm gn y l Ch c surimi v C tra fillet, trong mt hng ch c lun chim t trng cao hn (60 - 69%) mt hng c tra fillet (30 - 39%) v ang ngy cng thu ht th hiu ngi tiu dng nhiu qucgiakhcnhau;cbitlccncngu.TtrngXKmthngctra fillet ngy cng gim dn; nm 2009 gim 9% so vi nm 2007 v gim 3% so vi nm 2008; c bit tng gi tr KN xut hng trc tip ca cng ty nm 2008 gim mnh; do tnh hnh kinh t khng n nh v do tr ngi tm l ca ngi tiu dng v cc v kin bn ph gi c tra, v yu cu v v sinh an ton thc phm. Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 46Bng 8: C cu sn phm XK ca cng ty qua 3 nm 2007, 2008 v 2009 VT: 1000 USD Nm 2007Nm 2008Nm 2009 Ch tiu KN T trng (%) KN T trng (%) KN T trng (%) Ch c surimi3.380,9060,932.265,3366,173.751,6269,7 C tra fillet2.167,9939,071.158,0933,831.631,0430,3 Tng5.548,891003.423,421005.382,66100 Ngun: Phng XNK cng ty Hi sn 404 3.2. THC TRNG XUT KHU SANG TH TRNG EU Nm2007:KNXKsangEU+2cacngtytgi tr caovtng in nh (4.093.260 USD). Trong Nga l mt th trng tiu th ln ca cng ty, t ttrngKNXKcao nht 2.360.876USD(chim 54%).Thtrngthuccc nc ng u c gi tr XK cao nht l Ba Lan t 1.016.160 USD( 24%); ng th hai l Ty Ban Nha 463.014 USD(11%); ngoi ra cn c cc th trng nh c (7%); B (3%); Thy in v CH Czech (1%) tuy gi tr v sn lng XK cha cao nhng y l th trng tiu dng mi y tim nng ti EU. Nm 2008, vi s bin ng ca nn kinh t th trng, tnh hnh kinh t suy gim, ch s gi tiu dng v lm pht cao, ko theo s st gim trong nhu cu tiu dng ca ngi dn ti cc nc EU. Cng ty ch XK sang c, th trng tiu th hi sn ln nht ca EU vi gi tr t c 6.692USD. Gi tr XK nm 2008 gim 86,27% so vi nm 2007, nguyn nhn chnh l th trng tiu th ln ti Chu u ca cng ty (Nga) gp mt s tr ngi trong th tc XK, c bit giai on ny Nga bt u tht cht kim sot cht lng, v sau khi triquacctkimtra iu kinsnxuttrc tip chc 24DNc php a hng sang Nga, ngoi ra c 3 cng ty b ra lnh cm NK sang th trng ny. V vygitrXKcacngtycngvthmgimmnh(gim87,06%sovinm 2007). Tuy nhin cng ty, c gng m rng th phn sang Ukraine, vi gi tr XK t 277.440 USD (tng ng 47%). Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 47Bng 9: C cu gi tr XK sang th trng EU + 2 nm 2007, 2008 v 2009 VT: 1000 USD Nm2008/20072009/2008 Ch tiu 200720082009 % % RUSSIA2.360,876305,40--2.055,476-87,06-305,4-100 UKRAINE-277,44-277,440100-277,44 GERMANY300,0726,69327,08-293,380-97,76320,38847,88 THY IN28,500---28,500-100-- BA LAN1.016,160-219,13-1.016,160-100219,13100 CH CZECH14,070---14,070-100-- BEGIUM110,368-791,08-110,368-100791,08100 SPAIN463,014---463,014-100-- Tng KNXK 4.293,060589,531.337,29-3.703,528-86,27747,758126,84 Ngun: Phng XNK, cng ty Hi sn 404 (KNXK: Kim ngch xut khu) 0%10%20%30%40%50%60%70%80%90%100%Nm 2007 Nm 2008 Nm 2009UkraineSPAINBEGIUMCH CZECHBA LANTHY INGERMANYRussia Biu 4: C cu gi tr XK sang th trng EU + 2ca cng ty nm 2007, 2008 v 2009 Nm2009,GitrXKsangccncEUtnhnthiim6thngunm 2009, so vi cng k nm 2007, c xu hng tng nh, nhng n cui k, tng gi trXK litiptcgim,ch bng mt phnt(1.337.290USD) so vi nm 2007. Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 48Tuynhinsovitnhhnhkhngnnhcanm2008,gitrKNXKsangEU nm2009tng126,84%,ylmtskhiphcngmngsaubinngca nn kinh t. c, B, Ba lan vn l ba th trng tiu th chnh ti EU. Nhn xt chung: T vic phn tch thc trng hot ng kinh doanh v xut khu trn ta nhn thydoanhthuxutkhulunchimttrngcaotrongtngdoanhthubnhng ca cng ty trong sut ba nm gn y. Trong khi doanh thu bn hng ni a v cc hot ng dch v khc khng ng k. n gin v ngi tiu dng Vit Nam cha c thi quen s dng hng ch bin sn, m ch yu l s dng cc mt hng cn ti sng v ch bin ngay.Ngc li, thng qua sn lng ch bin v xut khu ta nhn thy sn phm qua ch bin (ch c surimi v c tra fillet) li p ng tt nhu cu ca ngi tiu dng Th Gii. c bit Chu v EU l hai th trng ng gp ln vo gi tr kim ngch xut khu ca cng ty. Tuy tnh hnh bin ng kinh t lm doanh thu v li nhun nm 2008 gim so vi nm 2007; ng thi tc ng vo nhng thng u nm 2009, tuy nhin vi s liu thc trng trn th hin kh nng ng ph linhhottrcnhngbinngthtrngcacngty.iunycngchngt rng cng ty cn c chin lc c th hn u t cho qu trnh nghin cu thm nhp th trng xut khu, nht l nhng th trng tim nng nhng kh tnh nh EU, m bo hot ng kinh doanh v xut khu ca cng ty ngy cng hiu qu hn. Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 49CHNG 4 PHN TCH MI TRNG KINH DOANH --- -e --- 4.1. MI TRNG KINH DOANH TI EU 4.1.1. Mi quan h hp tc pht trin gia Vit nam - EU Vit Nam thit lp quan h ngoi giao vi EU t nm 1990. nh cao ca mi quan h hp tc datrn hng hiha lichgia hai bnlskinkkt "Hip nh hp tc Vit Nam - EU" (1995). Trn c s , mi quan h gia Vit Nam-EUngycngcmrng;EUtrthnhitcthngmivingun cungcpFDIlnthhaiVit Nam.(Tnhnthng 09/2008 t11,82tUSD). Nm2007KNXNKhnghogiaVitNamvccncChuut16,74t USD. Th trng XNK ch yu vn l EU, chim 91,3% tng tr gi XK v 75,83% tng tr gi NK hng ho gia Vit Nam v Chu u.5 Nm 2008 thng mi hai chiu Vit Nam EU t hn 21,08 t USD, trong XKt12,4tUSD,chim19,78%KNXKcacnc;NK8,68tUSD, chim10,75%KNNKcacnc.Sovinm2007,XKtng78,81%trongkhi NK tng 97,49%. Vit Nam t trc n nay vn l nc xut siu sang EU. Theo bng 10 s liu thng k cho thy tnh n 10 thng u nm 2009 th KNXK ca Vit Nam sang EU l 6,6 t USD, KNNK l 2,9 t USD. Tuy nhin do khng hong kinh t, KNXK 10 thng u nm 2009 gim 6,27% so vi cng k nm 2008. Bng 10: Kim ngch XNK gia Vit Nam v EU vt: triu USD Tng XNKVN - EU Thng 10/2009 Thng 10/2008 Chnh lch 10/09-10/08 10 thng u nm 2009 Chnh lch so vi 10/2008 Vit Nam XK566,180655,504- 14,9%6.630,996- 6,27% Vit Nam NK366.641285,07928,6%2.957,6296,20% Cn cn199,539380,425-3.673,367- Tng KN XNK966,593950,583- 1,9%9.588,625- 2,75% Ngun: Thng v Vit nam ti EU, B v Lucxembour 5 http://Thitruongnuocngoai.com.vn Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 50 Trin vng: Mt l, C cu kinh t Vit Nam v cc nc Chu u c tnh b sung ln nhau hn l tnh cnh tranh xt trn tng th. Do c trnh pht trin khoa hc k thutvcngnghcao,nhngmthngmEUcthmnhhuhtthuccc ngnh cng nghip, hm lng cht xm v gi tr gia tng ln. Trong khi , nhu cuNKphnlnl hngthcngmngh,maymc,thusn,lnhngmt hng Vit Nam c li th so snh v c ngun cungtng i di do. Hai l, Hip nh thng mi t do gia cc nc ASEAN c tc dng hp dn cc doanh nhn EU n Vit Nam. Bn cnh , chnh sch ca Chnh ph Vit Namvcngcvphttrinquanhitcnhiumtviccncchuu, trong c mt s nc c xc nh l i tc chin lc v i tc quan h cht ch. Nim tin gia cc Chnh ph v cc DN ngy cng c cng c. Bal,nhucucangitiudngEUdnhchomthngthysnngy cng cao. Cc nc ASEAN hin l nh cung cp thy sn ln ca EU vi tc tngtrngXKl38%/nm.ChnhvvyyBanECthngquaChinlc hp tc giai on 2007 2010 vi 624 d n h tr v k thut cho cc nc XK; trgikhong 4,3tEuro6ctrinkhai ASEAN vccnc ang phttrin khc nhm vo mc tiu h tr v tiu chun v sinh thc phm, n gin ha th tc hi quan. Bn cnh h tr k thut, EC cng c chng trnh o to lao ng v cn b k thut cho cc nc ang pht trin XK thy sn vo EU. Tng cng ut;thcybunbnthngquavicdnhchomtsmthngcatamc thu quan u i ph cp GSP, v tng vn ODA hng nm. RingthtrngNga:C4ldochnhngnhthysnVNymnh XK vo Nga, v hai quc gia vn c xc nh l i tc chin lc ca nhau, pha VN c Ban iu hnh XK thy sn sang Nga, cn pha Nga c Hip hi hng NK ca VN, v th ba v nn kinh t Nga phc hi mnh t u nm 2010. ThtlsraicaNgnhngLindoanhVit-Nga(VRB)vinhimv chnh lm cu ni kinh t - thng mi - u t s to knh thanh ton an ton thun li cho cc DNVN. 6 : vista.com Mng thng tin khoa hc v cng ngh VN Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 514.1.2. Mi trng chnh tr - php lut (P - Political) 4.1.2.1. Mi trng chnh tr Trc thng 5/2004, EU bao gm 15 quc gia thnh vin. n thi im 2009 EUc 27 qucgiathnhvin.Mclchsnhdus hnhthnhEUlbn "Tuyn b Schuman" ca B trng B ngoi giao Php vo ngy 09/05/1950 vi ngh t ton b nn sn xut than, thp, ca Cng Ha Lin Bang c v Php di mt c quan quyn lc chung trong mt t chc m ca cc nc Chu u khc cng tham gia. Thng tin c bn v th trng EU, c thng k theoBng ph lc s 2. Lin minh Chu u, c din tchtng quan l 4.324.782km2 vi hn 490triu ngi gm nhiu dn tckhcnhaucaChuu.Tlgiatngdns khng cao (0,16%), li c mc thu nhp bnh qun u ngi kh cao 32.900USD, ythcslmtthtrngxutkhuytrinvngkhngchcaringVit Nam m cn ca cc quc gia M, Nht, Trung Quc v Nga. Euro l ng tin chung ca cc nc EU, n c ngha kinh t v cng to ln viccqucgiany.ChnhnhngtinchungmccncChuugim ng k tc ng ca cuc khng hong ti chnh tin t Chu , ng thi chnh s n nh em li cho nn kinh t cc nc EU mt tc tng trng kh quan, gim bt t l tht nghip v mc thm ht ngn sch cng nh n vay. Tnh hnh chnh tr ca cc nc trong khu vc giai on gn y tng i n nh, v th y l mt mi trng kinh doanh tt cho Vit Nam. Th trng Nga: vi 83 bang v dn s trn 150 triu ngi, Lin Bang Nga l mt th trng rng ln vi nn chnh tr tng i n nh, c nh gi l th trngquantrngcaVitNamkhuvcngu,vlmttrongnhngth trng XK thy sn chnh ca Vit Nam. 4.1.2.2. Mi trng php lut T u nm 2006, lin minh EU a ra lut mi i vi mt hng thy sn NK. Lut ny c xem nh l nht th ha qui nh ca EU.7 Lut NK c hihathngnhttheonguyntcchcnpngtiuchunchungcaECv hng thy sn thay v phi iu chnh theo tng th trng nh trc kia. Cc nc XK ch cn tip cn v thng lng vi mt nh XK chnh duy nht l EC, nhng 7 Ngun: Vietnam Information for science & technology Advance Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 52lictiuthsnphmEUcmrng.Vmtchnhsch,quitrnh hoch nh v ban hnh cc quyt nh lin quan n thng mi ca EC kh phc tp.Trn phng din phpl,cc ncthnhvinEU trao quynhoch nh chnh sch thng mi cho U ban EC nhng tt c cc nc ny u c i din v chuyn gia ti Bruxeles lm vic ti cc c quan quyn lc ca EU. Vi qui m EU ngy cng m rng, vic thit k v quyt nh chnh sch thng mi chung cho c khi s tr nn ngy cng kh khn v chm chp. Vic vn ng hnh lang i vi ccchnhsch nycngtr nnvcng nangiivtnkm, nht l i vi cc nc ang pht trin nh Vit Nam. 4.1.3. Tnh hnh kinh t EU giai on gn y (E - Economics) Cuckhng hongtichnhthgiistc ngtiucc n 27 ncthnh vinEUtrongnm2010.Trong,nnthtnghip,iukintichnhyukm cng vi nhng ri ro ln hn c th l nguyn nhn chnh lm gim cc d n u t trong luditiEU.Theo d botngtrngcacc nc ng uEU,th GDPca Php nm 2010chcth t 0,9%,c 0,8%vAnhthp nht mc 0,6%. T l tht nghip ca Php c d bo s xp x 10%; Hungari l 12% trong nm 2010.Do nh hng ca cuc khng hong kinh t, GDP ca EU trong qu I/2009 gim 2,4% so vi qu I/2008; qu II/2009 gim 0,3% so vi qu I/2009. Nh vy, tcsuygimGDPnychmli.TngtrngGDPcaEUnm2009t khong -4,2% v theo d bo nm 2010 t khong 0,5% n + 0,9%. Trong khi , ch s lm pht c du hiu tng tr li, thng 8/2009 t mc 0,6% (thng 7/2009l0,2%).Nm2009lmphttiEUkhong1%.Doisngkhkhn cngvitnhtrngthtnghipngycnggiatng(thng8/2009tmc9,1% tng ng gn 22 triu ngi mc cao nht k t thng 3/2004)8.KNXK ca EU 9 thng u nm 2009 gim 19%; NK gim 26% so vi cng k nm 2008%. Cn cn KN XNK ca EU 9 thng u nm 2009 thm ht 91,1 t Euro, tuy nhin con s ny gim so vi cng k nm 2008 l 45%. Song tnh hnh khng hong ny phn no tc ng tiu cc n nn kinh t Vit Nam. 8Thng k t Eurostat Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 53Bng 11: Kim Ngch XNK ca EU 9 thng u nm 2009 n v: t Euro 9 thng 20099 thng 2008So snh EU xut795,2986,7- 19% EU nhp886,31.191,1- 26% Cn cn-91,1-204,6- 45% Ngun: Thng v Vit Nam ti EU v B - Luxembourg. Th trng Nga: sau khi lnh cm NK thy hi sn ca Nga vi VN c xa b (14/2/2009); ch tnh trong thng 12 nm 2009 KNXK c tra, c basa sang Nga tng 2-3 ln so vi cng k nm 2008. c tnh n gia thng 12/2009 KNXK c tra vo th trng ny t trn 70 triu USD9. Mt hng hy sn: EU l th trng tiu th thy sn ln nht Th gii, vi KNNK hng nm ln ti 34 t USD. Trong c ng lnh (c tra, c basa, c ng) lmt hngchimttrngln nhttrongxutkhuthysnvoEU.Thtrng tiu th nhiu nht c ng lnh ca Vit Nam vo EU phi k n c, Ty Ban nha, v H Lan. Cc knh trung gian ti th trng EU10: * Cc i l: thch hp cho sn xut trung bnh ln hoc cc t chc xut khu vi chc nng kt hp nhiu hn hai nh sn xut nh l cc nc ang pht trin. Mc % hoa hng i l hng t 3-5%. *Nhnhpkhu/ngibn bun:bncnhhotngmuabn,lmthtc XNK, cn cung cp nhng thng tin hng dn rt hu ch. y l knh phn phi quan trng nht i vi cc nh xut khu ca cc nc ang pht trin * T chc marketing xut khu: l knh phn phi kh quan trng v h lin h trc tip vi cc cng ty ln v c ting tm ti EU. Tp trung vo vic marketing sn phm v thu cc nc c gi nhn cng thp gia cng sn phm. * Cc tp on mua hng: gm nhiu nh bun bn c lp, hot ng mnh c v H Lan, quan h tt vi cc tp on s xut khu c mt lng hng ln sang EU. 9 Theo hip hi ch bin & xut khu thy sn VN 10 S tay thng tin qui nh v EU Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 54Trong 9 thng u nm 2009, EU thc hin nhiu bc quan trng trong vic hochnhchnhschnhmiphvikhnghongkinhttoncu,xut nhiu bin php nhm iu chnh cc thit ch ti chnh ni khi cng nh trn bnh din quc t (IMF v WB); xut cc bin php bo v mi trng v ngun li thinnhin;xctinthathunFTAvimtsncvkhuvcChuThi Bnh Dng, y thc s l mt c hi tt cho Vit Nam tng cng mi quan h pht trin v kinh t vi EU. 4.1.4. Mi trng vn ha (S - Socialcutural) ThtrngEUchophptdolunchuynhnghagiaccncthnh vin,tuynhinmiqucgialiccimvthhiutiudngring.Tuyc nhng khc bit nht nh nhng n 15 nc thnh vin u l cc quc gia nm pha Ty v Bc u nn cng c nhng im tng ng v kinh t v vn ha. Mt s im khc bit v vn ha: - Tp qun kinh doanh : Trong khi chu u c vn ho kinh doanh phng Ty (da vo lut php v uy tn thng hiu) th Vit Nam vn mang c trng vn ho phng ng (chu nh hng ln ca quan h v uy tn c nhn). - Tr ngi ngn ng: Trong khi ting Anh tr thnh ngn ng kinh doanh quc t th nhiu DN (k c Vit Nam v mt s nc ng, Nam u) vn cha lm ch c ngn ng ny. - Con ngi: mang ch ngha hin thc c to nn bi lch s. Mang mt nim tin rng cc c nhn l trung tm ca cuc sng, c thc v trch nhim v x hi cao. Cho rng ti a ha li nhun khng phi l mc tiu u tin trong kinh doanh m h khao kht v s an ton v n nh. Th hiu tiu dng: Ngi tiu dng EU c s thch v thi quen s dng cc sn phm c nhn hiu ni ting trn Th Gii. H c thu nhp v mc sng kh cao, th nn yu cu cng rt kht khe v cht lng v an ton ca sn phm ni chung cng nh v sinh vchtlngcathcphmniring.Hchorngkhidngnhngsnphm mang nhn hiu ni ting s rt an tm v cht lng v an ton cho ngi s dng. Nhiu trng hp sn phm ny rt t nhng h vn mua v khng thay i sang sn phm ni ting khc d gi r hn nhiu. Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 55Ngi tiu dng EU khng mua nhng mt hng thy hi sn NK b nhim c, do tc ng ca mi trng hoc do cht ph gia khng c php s dng. i vi sn phm thy hi sn qua ch bin, ngi Chu u ch dng nhng sn phm nggicghirtnsnphm, nisnxut,iu kinbo qun, hng dns dng v m vch r rng. c bit ngi tiu dng Nga v Ukraine c th hiu rt ging vi ngi tiu dng VN, y chnh l mt thun li c bn. 4.1.5. Mi trng cng ngh (T - Technological) 4.1.5.1. Yu cu th trng i vi h thng qun l Theo tiu chun m bo sn phm Nui Trng Tch hp Eurepgap, l mt sng kincacc nhbnl thucTponBnlChuu(EUREP).Eurepgapbao gm mt b tiu chun v an ton, cht lng v tc ng v mt mi trng. K t thng 12/2004, tiu chun mi c p dng cho cc loi c c nui trng.11 Sng kin An ton Thc phm Ton cu dnh cho c ch bin (GFSI) (c a ra nm 2000), t ra nhngyu cu cn thit phi tng cng an ton thc phm;tnglngtinngitiudngvnngcaohiuquchiphchotondy chuyncungcp,datrnnguyntc:antonthcphmlmtvnkhng mangtnhcnhtranh,bibtktrctrctimnnonysinhcngudnn hu qu xu i vi ton b khu vc kinh t. Bn tiu chun bt buc u tin l: TiuchunkthutBRC.MHACCPHLan,TiuchunEFSISvTiuchun quc t v kim ton v cc nh cung cp thc phm.12 H thng Phn tch mi nguy v im kim sot ti hn (HACCP). c a ra nhm gim thiu nguy c nhim bnh t thc phm trong qu trnh ch bin. Chng nhnHACCP ngycngtrthnhyucu btbuctrongthng mivXKCc cng ty ti cc nc th ba mun XK thc phm sang EU cn phi c chng nhn HACCPvpngyccyucuqunlantonthcphmkhccaEU (Qui nh ca y ban s 852/2004 v Qui nh ca y ban s 853/2004). ng gi ng gi nhm mc ch bo v thy sn khi tc ng ca my mc v to ra kh hu vi sinh thun li hn. ng gi v dn nhn c bit quan trng khi c 11 Ngun: chi tit ti http://www.eurep.com/ 12 Ngun: chi tit ti http://www.ciesnet.com Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 56phn phi bi cc siu th v cc ca hng ln nhng khng my quan trng i vi cc im bn l truyn thng v dch v thc phm. Hnh thc v vt liu ng gi thy sn rt a dng phong ph, tuy nhin cn lu nhng im sau: Trng lng sn phm/ Kch c sn phm/ S lng ng trong mt thng. Tnh lnh ca vt liu/ Mi.Kh nng xp chng ln nhau. Bt mt/ D cm.Vn mi trng. Lut EU quy nh cht lng cc ti nha nn cng cp vi cht lng thc n.Nghalthysntipxcgiathcnvtinhakhnggyhisckhe. Trongtrng hpthysnng hpc quynh dnhringtlthnh phncho thy ngn, y Ban EC a ra danh sch gi l "danh sch ti nha nn dng".Baogiiubinkh(MAP)lkthutnggidnhchosnphmti sng ang ngy cng c bit n rng ri. Theo k thut ny, dng kh hoc hn hp kh nhm ko di tui th. MAP c p dng ti u c th m bo thy sn sngc07ngytrongsiuth.Mtkthutngginalnggichn khng, c bit ph bin vi sn phm hun khi. ng gi bn bun, yltrng hpcacc nhXKc ng lnhvcc loi gip xc. Vic ng gi c ng lnh ph thuc vo vic sn phm cn nguyn conhayphilcchbincngphu(snphmgitrgiatng).Tuynhin, nguyntccbncnggingnhnggitmnglnh:mtthngngti polyethylenebaoquanhkhinglnhhocmingcphilhocccsnphm khc. Tt c mt hng thy sn nn c ng gi theo cch chng c th c xp ln nhau vn chuyn trn pa-let. Dn nhn Tt c lut mi ca EU u v s da trn qui tc "ngi tiu dng s khng b bt k sn phm no hay bao b no nh la". Hai lut chnh v dn nhn l Quy nh ca Hi ng 2000/104/EC v Hng dn Hi ng 2000/113/EC.ivithysnnhbtNhnhiuMSClnhnhiuquantrngnht, khuyn khch nhng tp qun v qun l vic nh bt c trch nhim v mt mi trng. Nhng nhn hiu quan trng khc lin quan n s an ton ca c heo khi Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 57nh bt c ng nh: nhn thn thin vi c heo, an ton cho c heo, Flipper Seal of Approval. Vimc chvsinhthc phm,vcho phptruynguynngungc hisn, lut EU quy nh rng trn tt c bao b phi ghi r nc xut x v cc quy trnh ch bin c thng qua ti nc . Hai mc ny phi c vit hoc in khng th tyxa.Cchthcchoan nghnhnhtlintrctrnbaob.Trongmts trng hpcths dng nhn dn nhngtuyt ikhng d bc,chng hn:x theo tng ming nh c xa n i. Nhn dn phi l ngn ng d hiu cho ngi s dng. Lut quc gia c th yu cu mt ngn ng chnh thng hoc, trong mt s trng hp c th s dng nhn hiu bng mt s ngn ng. Quy nh ca y ban s 2001120651EC cp n nhng yu cu mi i vi vic dn nhn thy sn v cc sn phm nui trng cung cp cho khu vc bn l theo Bng Ph lc s 1. Qun l rc thi bao gi Mt chnh sch hiu qu nhm gim rc thi bao gi v tng cng ti ch c y Ban EC a ra l "Lu v vn ng gi XK thng 10/1992", Bn cnh Lu ny c Ch th thng 12/1994 (94/62/EC) nhn mnh vo vic ti ch cc nguyn vt liu ng gi. Cc chnh sch ca Chu u v quc gia c thyu cu nh XK phi gim thiu lng vt liu bao gi (bao gi vn chuyn, bao gi xung quanh v baogihngbn),vcchuiivinhngvtliucthtisdng hoctich.Nukhng nhNKs phi i mt vichi ph bsung, vthgim tnh cnh tranh. 4.1.5.2. Mt s quy tc kim sot i vi ng dn: FAO a ra Quy tc kim sot ton cu i vi ng dn bao gm cc nguyn tc v tiu chun qun l v pht trin ngh nh bt. B lut nycnhttrthngquatrongHithocaFAOngy31/10/1995,dngln khungchngtrnhquantrngchonhngnlcqucgianvickhaithcn nh cc ngun hi sn. Truy nguyn ngun gc: Ngi tiu dng chu u rt ch trng ngun gc ca sn phm thy sn. H mun bit trong qu trnh nui thy sn, ngi nui s dng loi thuc, thc n cho tm, c c li d lng trn sn phm hay khng. Vvytheo qui nhmiIUU cayBanChu u,s 1005/2008c hiulct Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 58thng 1 nm 2010, tt c cc sn phm bin NK vo EU phi c chng nhn nh bt cp bi quc gia s hu vng nh bt. Sn xut khng gy hi ti mi trng (ESP): nh hng ca qu trnh sn xut n mi trng a phng ngy cng c ch trng. Trong c suy gim ngun c (do nh bt c ti), v nhim mt nc c bit trong nui trng thy sn. Li ch ca ESP khng ch l mt mi trng trong sch hn, gim tc nhn c himcnlmtngtnh hiu qu,chtlngsn phm hnvhnhnhcngty cng c ci thin. Nh , s c thm c hi th trng mi v tt hn. Ring th trng Nga: khng kh tnh v cht lng, cng nh yu cu v mu m, qui cch dn nhn khng qu cu k, nhng y l th trng vi nhng yu cu gtgaovthtcthanhton.Tuynhin,u nm2009,Ccthyvkimdch ng thc vt ca Lin Bang Nga (VPSS) qui nh tt c cc DN XK thy sn vo th trng Nga nht thit phi c giy php, y l hng ro k thut khng d vt qua. c bit vn kho bi Nga cng l mt tr ngi ln khi cc DN XK thy sn VN thc hin chuyn hng ha vo Nga. 4.1.6. Thu quan v hn ngch phi thu quan 4.1.6.1. Thu quan Nhn chung, mi loi hng vo EU phi np thu NK trong c cc sn phm thy sn. Thu ny do lut EU quy nh. Mc thu quan ty thuc nc xut x v snphm.NhiunchocnhmnctrongcThiBnhDngc hng u i khi gia nhp th trng EU. Ring hng thy sn Vit Nam sang EU c hng H thng thu quan u i ph cp GSP theo ch cng gp ca EU dnh cho ASEAN thuc nhm 03 (sn phm bn nhy cm), bao gm phn ln thy snnglnh(tm,cua,mc,ctiplnh,...ylnhmmthngEU khuyn khch nhp khu. (Thng tin c th v thu hi quan EU c th tham kho ti trang TARIC: http://europa.eu.int.comm/taxation_customs/dds/cgibin/tarchap?Lang=EN) H thng gi tham chiu EU a ra gi tham chiu i vi mt s sn phm thy sn c la chn, coilimxcnhgi.Githamchiukhngctnhbtbucvccnc pht trin c php xut sang EU vi gi thp hn mc gi . Gi tham chiu c Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 59th c tc dng nh mt hnh thc bo h th trng EU, nu y Ban EU thy cn thit. Cc nc EU bo co tnh hnh NK theo gi ny sang EU Brussels. Nu gi NK c vi khi lng ln vn tip tc di mc gi tham chiu th EU s t mc gi NK sn cho gi tham chiu . Th tc Hi quan ti EU HnghanhpkhulitngchuthuhiquanvthuVAT.Hngha c qui nh mt mu thng quan lm th tc hi quan, chuyn ti khu vc t dohockhongoiquan.VnbnkhaiboHiquanctrnhbngtiliu hnhchnhtiuchunsangSAD(SingleAdministrativeDocument).Tiliugi km khai bo hi quan gm: Ha n kinh doanh, t khai nh gi Hi quan, chng nhnxutx,giyt vnchuynvnggihng ha.Ringivihngthy sn, nhng DN thc s c nng lc s c cp giy chng nhn xut vo EU, gi l Cost. Khi XK, DN s trnh Cost vi nc nhp hng. Thu VAT da trn gi CIF cng vi thu khc nhau c th tng nc thuc Lin Minh Chu U. Danh sch thu VAT ti EU xem theo ph lc s 3. Qui trnh NK hng thy sn vo EU xem theo s ph lc s 4. 4.1.6.2. Ro cn phi thu quan Quy nh php l i vi sn phm13 Cc c s sn xut phi cc quan c thm quyn cng nhn. Tt c sn phm thy sn NK t cc nc th ba (khng phi l nc thnh vin EU) vo th trngEUphicsch,chbin,nggivlukhocccssnxut c cng nhn bi c quan chc nng c EU tha nhn. p ng c nhng quitccbn,cthnhtnhtrngsckhengvt;Thchinchngtrnh gimstsxut hincacccht nht nh (vdthucthy)vcncachng trong ng vt ti sng cng nh cc sn phm ng vt c cp php XK; Tin hnh nhng bin php kim sot y t cn thit; C nhng bin php hiu qu nhm ngn chn v kim sot mt s bnh truyn nhim hoc bnh ly lan t ng vt. Chng nhn kim dch Chng nhn ny lit k iu kin v kt qu kim tra (v sinh) trc khi sn phm c php a vo th trng EU. Qui nh kim dch baogmccquynhchungviukinvsinh:sckhengvtvccquy 13 Ngun: www.cbi.nl/accessguide Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 60nhcthvccvn nh nguynliu nggithcphmvkimsotcht gy nhim, cht cn.Chth911493/EECquynhcciukinvsinhivivicsnxutv bn thy sn trn th trng. Khng c a vo th trng cc loi c sau: - C c thuc cc h : Tetraodontidae, Molidae. Diodontidae, Canthigasteridae;- Cc loi thy sn cha biotoxin nh c t ciguatera hay muscleparalysing. Quy nh y Ban (EC) S466/2001 a ra mc ti a cho php i vi mt s cht gy nhim nht nh trong thc phm. i vi thy sn v thy sn nui, mc ti a c p dng vi thy ngn, ct mi v ch (kim loi nng). Chth96/22/EECcmsdngmtschtnhtnhcchahooc-mnv hot cht thyreostatic, trong c khng th B trong cc sn phm nui. Quy nh cayBan(EC)S2377/90tramccntiachophpiviccsn phm thuc th y. Quyt nh y Ban 95/249/EC n nh gii hn tng lng Nit c bn d bay hi (TVB-N) i vi cc danh mc thy sn nht nh v c th ha nhng phng php phn tch c s dng. Nhng iu kin b sung Quy nh php l mi v an ton thc phm c lu hnh ti EU (Quy nh 2002/78).mbo5tiuchunv:1,Chtlng(ISO9000).2,Vsinhthc phm (tt c cc nc th ba XK thc phm vo EU phi c h thng HACCP k t ngy 1/11/2006). 3, An ton cho ngi s dng. 4, Bo v mi trng (ISO 14000; GAP). 5, Cm NK hng ha trong qu trnh sn xut s dng cng bc lao ng. Cc thng tin cn thit cng tng t i vi th trng Nga v Ukraine. 4.2. MI TRNG BN NGOI CNG TY 4.2.1. Mi trng v m 4.2.1.1. Chnh sch h tr pht trin ngnh thy sn ca Vit Nam Chnh sch khuyn khch u t khcphcnhngtntivyukmcangnhnnglmthysn,B Nng nghip Pht trin nng thn - giao Cc Ch bin thng mi nng lm thy sn v ngh mui xy dng n Chnh sch khuyn khch u t vo lnh vc ch bin nng lm thy sn. Mc tiu quan trng ca n l nng t l bnh qun Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 61ch bin mtsloi nnglmthysnch yulntrn 70%vo 2020, nngcao cht lng, gi tr ch bin theo hng y mnh ch bin tinh, ch bin su, gim t l ch bin s ch, th cng. Trong chnh sch mi, pht trin ch bin nng lm thy sn phi gn vi vng nguyn liu v th trng, c bit vi vng nguyn liu tp trung c cht lng. Theo n, cc t chc, c nhn c d n xy dng vng nguyn liu ch bin theo ng quy hoch, c thm quyn ph duyt, s c mua liquynsdngtcanngdnsnxutnguynliutptrung;ngthi khuyn khch nng dn mua c phn ti cc DN ch bin bng gi tr quyn s dng t hp tc sn xut v hng li. H tr vay vn t cc t chc tn dng Cc t chc, c nhn u t xy dng vng nguyn liu tp trung s c vay vnt cctchctn dngvimcvnvay100%gitrhng ha, chtr 100%lisuttrong2 nm u,t nmth3htr 50%livaymuasmcc loimymctheotinhthnNghquyt48/NQ-CP(23/9/2009)caChnhph. Ngoi ra Ngn sch Nh nc cn h tr u t vo c s h tng cho vng nguyn liutptrung(nggiaothng,thyli,knhmng,htngnuitrngthy sn, ng in) vi t l vn h tr n 60% tng vn u t mt d n.iviccDNchbinthucmithnhphnkinht nuthchindn u t theo chiu su, m rng sn xut, i mi cng ngh, to ra cc sn phm c gitrgiatngcao,cvayvnvichnhschuivtndnguttheo Nghnh151/2006/N-CP(20/12/2009)vNghnh106/2008/N-CP (19/9/2008); c u tin cp t cho vic x l mi trng, c vay 100% vn t qu mi trng xy dng cc cng trnh x l. Cc i tng ny cn c min thu NK ton b dy chuyn thit b my mc trong nc cha sn xut c to ti sn c nh; v nu c d n u t xy dng dy chuyn sn xut mi, m rng quym,nnglcsnxut,imicngngh,cithinmitrngsinhthis cminthuchophnthunhptngthmdoccutminymangli. Trongtrnghpccmthng nnglmthysnbdthaccb,bnhn gi, bo v ngnh hng, ngn sch nh nc s h tr 100% li sut vay trong thi gian 3-6 thng i vi lng hng DN tm tr theo k hoch ca hip hi, c B NngNghip-Phttrinnngthnphduyt.ncngnghchophpcc Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 62ngnh hng c thnh lp qu pht trin, qu phng chng ri ro. Tin thnh lp cc qu s c trch t li nhun trc thu ca cc DN. Cc hip hi, ngnh hng sxydngphngnthnhlp,quychqunl,sdngqutrnhThtng Chnh ph ph duyt. Tuy nhin, c hng cc h tr, u i trn, cc t chc, c nhn phi k kt hp ng tiu th nng lm thy sn hng ha ti vng nguyn liu, cam kt thu mua vi gi cao hn 10-20% i vi cc nguyn liu sn xut theo quy nh GAP, hoc p dng ging mi v cc nguyn tc sn xut bn vng khc. 4.2.1.2. Tng quan thy sn khu vc ng bng sng Cu LongSn xut thu sn c cc tnh khu vc BSCL xc nh l mt trong nhng ngnhminhnynhanhtcchuyndchccusnxutnngnghip nng thn v l mt hng XK ch lc ca BSCL. Kim NgchXNK14: KNXK thu sn ca BSCL nm 2008 t gn 2,5 t USD, chim hn 60% tng KNXK thu sn ca c nc. Ring mt hng c tra, c ba sa ng gp 1,25 t USD, tc 2% GDP ca c nc v khong 32% tng KNXK ca ngnhthusn. Trong quI/2009,snlngch binvKNXKcacctnh XKthusnvngBSCLnhCMau,CnTh,AnGiang,VnhLongu gim, cc nh my ch bin ch hot ng 35 - 40% cng sut thit k. Nm 2009 cc DN XK c tra t sn lng gn 1,1 triu tn c nguyn liu v duy tr KNXK trn 1 t USD, tc gim 7,6% so vi nm 2008. y l nm u tin, XK c tra t tng trng m sau khong 20 nm tham gia th trng XK m nguyn nhn chnh l do nh hng ca suy gim kinh t ton cu. Vng nguyn liu - din tch nui trng: n cui thng 10/2008, ng bng sng Cu Long c 5.102ha din tch ao nui (tng 11% so nm 2007), vi sn lngctrn1triutn,XKtrn535ngntnqua117qucgia,vnglnhth trong Chu u chim 48% th phn. Nm 2009 ton vng c khong 3.000ha din tch ao nui tip tc th c, sn lng trung bnh 200 tn/ha ngnh hng thy sn ng bng sng Cu Long gp nhiukhkhn dothiu nguncongingc chtlng,thiuvn,gic nguyn liu u vo nh thc n thy sn, thuc th ytng cao. Do thiu nguyn liu nn 14 Ngun: GMSAIN (Greater Mekong Subregion Agricultural Information Network) Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 63gi cc mt hng thu sn cng tng cao, (gi thu mua c tra ln mc bnh qun t 16.400 - 16.800 ng/kg) nhng do khng chun b u t cng vi tc ng t ri ro ca cc v trc cn qu ln nn nhiu nng dn vn cha sn sng tip tc sn xut. Bn cnh , mt s a phng chuyn hng sang nui c chnh, c bng tng v mt s loi thy sn c gi tr kinh t khc; nhiu h nui c tra XK cn chuyn sang trng cy n qu, trng mu. y s l nguyn nhn dn n vic thiu ht ngun nguyn liu thy sn nm 2010. 4.2.2. Mi trng vi m 4.2.2.1. p lc ca nh cung cp BSCLvnlvngkinhtnuitrngthysntimnng,cbitlc nc ngt nh c tra, c basa, nn cng ty gn nh khng phi lo ngi nhiu v vic cungcp nguynliu uvo,khngchcthlyhngt a bnCn Th, m cn c C Mau, An Giang,... bn cnh cng ty nm cp cng Cn Th, v lin doanh vi cng ty cung cp c nguyn liu nhm thun li trong vic thu mua u vo. Qua qu trnh kinh doanh lu nm, hin cng ty c nh cung cp n nh v th gn nh khng c tr ngi ln trong vic ly ngun nguyn liu. 4.2.2.2. p lc ca khch hng NgynayngitiudngEUcxuhngnnhiuthyhisnvhcho rngsgimcbomvnkhemnh.Tiuththyhisnbnhqunu ngiEurtcao,t26,3kg/ngitrongnm2007tnhtheotrnglngti sng. Trong EU, B o Nha c mc tiu th bnh qun u ngi cao nht (59,3 kg), tip theo l Ty Ban Nha (47,5 kg), Thyin, Phn Lan v Php (mi nc c mc tiu th bnh qun trn 30 kg). c, o v nhng nc khu vc trung tm EU c mc tiu th thp nht t 5-15 kg. Hnh thc tiu th thy hi sn cc nc cng rt khc nhau. Hin nay, C phi l ang ginh th phn t c nguyn con trn ton EU do ngi tiu dng i hi s thun tin hn khi mua hi sn. Bn cnh , cc sn phm gi tr gia tng c hun khi, v nhng mn n ch bin sn t c cng tr nn ph bin. Mtxuhngngchlsphttrin nhngsnphmhisnmidnhcho nhngdpcbithocthngthccbitnhmnnmnTyBanNha, mn khai v c sushi v cc sn phm tm bt. Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 64Bng 12: Mc tiu th thy hi sn bnh qun u ngi mt s quc gia EU+2 vt: kg/ngi Quc giaMc tiu th bnh qun B o Nha59,3 Ty Ban Nha47,5 Thy in31,0 Phn Lan29,0 Php30,0 c15,0 o5,0 Ukraine7,0 Nga12,5 Ngun: The world Factbook & Eurostat, 2007 c,dimctiuthtrungbnhcaEU,nhngclthtrngquan trng do c quy m dn s ln. Nhng ng vt c v (trai, s, tm, cua...) khng ph bin. C minh thi, c trch v c ng l nhng loi c tiu th ph bin hn c. Khng ging nh cc nc khu vc a Trung Hi, hu ht ngi tiu dng c quan tm n nhng sn phm thy hi sn c bo qun v ch bin sn. Ty Ban Nha, c ti l mt hng thy hi sn ph bin nht. Tuy nhin, ng vt thn mm, loi gip xc (tm, cua) v c bit l mc ng cng c ngi tiu dng Ty Ban Nha a chung. Italia, phn ln hi sn c bn di dng ti hocplnh.ngvtthnmmcbitphbin.Nga+Ukraine:crt nhiu qui nh cht ch cho thc phm NK, cng nh c bit coi trng vn uy tn v cht lng sn phm, nn cc DNVN s gp khng t kh khn trong th tc ban u. Tuy nhin nhu cu tiu dng ca Nga, c bit l ngi dn Matxcova rt cao, c tnh vo khong 70% lng thy sn NK. Hin ngi Nga rt chung thy hi sn, c bit l c tra v c basa.Bncnh,mtsngitiudngvnkhngsnsngchpnhnccsn phmthyhisntrongthc n hngngyca hdo hcmthyclmn n Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 65kh chun b. Do nu hi sn c ch bin tin li hn v ngi tiu dng c hng dn cch nu th doanh s hi sn c th s tng. Nhng kha cnh tch cc v mt sc kho ca hi sn c th l mt ng lc khuyn khch ngi tiu dng mua hi sn. Vic nhn mnh ti nhng kha cnh ny c th khin nhiu ngi tiu dng chp nhn mua hi sn hn. 4.2.2.3. p lc ca i th cnh tranh Trong nc: i th cnh tranh ca cng ty Hi sn 404 xt v s lng, trongnc,lrtln.SosnhttrnggitrXKctra,cbasacacccngty thysnlntiVitNamvothtrngEU,thnguccngtyNamvit chim t trng 48,7%; ti a bn TP Cn Th c cng ty C phn thy sn Bnh An chim t trng 5%; cng ty Cafatex 3%; t trng XK ca cng ty Hi sn 404 l rt nh, v nm trong s 18,2% cn li ca cc DN khc trn c nc. Biu 5: T trng gi tr XK c tra, c basa ca cc DN Vit Nam vo EU nm 2009 VT: % 48%26%5%3%18%Nam VitAgifishBnh AnCafatexKhc Ngun: Theo www.fistenet.com Nu ch xt ring trn a bn thnh ph Cn Th c tng cng 34 DN c cpcodeXKsang thtrngEU.Trong ,nuchtnh nkhuvcQunBnh Thy c 12 DN (bng Ph lc s 5). Mt s DN ti Thnh ph Cn Th, vn l nhng cng ty ra i trc v c c s cng nh ngun cung cp nguyn liu u vo vng chc. C th nh: Cng ty TNHH Thy sn Bnh An, ti khu Cng nghip Tr Nc 2, Cng ty s dng quy trnh nui c sch theo tiu chun SQF 1000 v tiu chun GAP, ngoi ra Lun vn tt nghipGVHD: V Hng Phng SVTH: V Th Thy Quyn 66cng ty c kho lnh c sc cha 50.000 tn, v nh my c cng sut ch bin 400 tn/ngy.Trongnm2008,cngtycngutxydngvinnghincu Pangasisus Bianfishco Vit Nam. Cng ty TNHH cng nghip thy sn Min Nam (South Vina) ti l 2.14 Khu cngnghipTrNc2,TPCnTh,tuynvmi hotngtrnlnhvcch bin thy sn nhng cng sut ch bin ln n 150 tn/ngy. Hin nay South Vina cng ang phn u xy dng h thng qun l cht lng theo tiu chun ISO v u t nui 40ha c tra b sung ngun nguyn liu theo qui trnh SQF 1000. Cng ty TNHH thc phm XK Nam Hi (Viet Foods) xy dng chin lc pht trintnayn2010 phnu nngKNXK ln100triuUSD.t mc tiu nyVietFoodschtrngutchiusu,citinthit bvcng ngh, bn cnhcntngcasnxutvobanm.ThtrngdkinmrngcaViet Foods chnh l khi lin minh EU. Quc t: Trong nhng nm gn y, ThiLan v Trung Quc l hai i thngquantmnhtcangnhthysnVitNam.cbitlTrungQuc, ng u th gii v sn lng XK Fillet, c nheo, v c da trn. Chim 13,4% th phnNKcaEU.NgnhthysnTrungQucphttrinnhanhnhngchatht cn i, v Trung Quc vn phi nhp khu m bo tiu th trong nc v ti xut. Mt khc, cht lng hi sn cn gp nhiu vn v hm lng vi sinh, v vng nc nui trng thng xuyn b nhim bn do cht thi cng nghip.ThiLancngvanganghctravccloiPangasiuskhcvo chng trnh pht trin cp quc gia. y l hai quc gia c b dy kinh nghim v XK thysnvvsnphmcng khng nhcchtlngtrnthtrng quc t, m c bit l li th v cng nghip ch bin hin i. kh nng p ng nhu cu tiu dng cao ca th trng EU. Trong tng lai hai quc gia ny s l i th cnh tranh ch yu ca Vit Nam trong hot ng XK thy sn, v vy cc DN ni chung v cng ty Hi sn 404 ni ring cn phi nhanh chng i mi qun l v ci thin cht lng cng on sn xut. 4.2.2.4. p lc ca sn phm thay th Hin nay, Ngi tiu dng Chu u ang chuyn hng mnh sang tiu th mt hng Hi sn, c bit l cc loi tm bin m nht l tm loi nh v tm panan Lun vn tt nghipGVHD: V Hng Phng SVTH: