1

Tiu lun

L THUYT CHUI CUNG NG

2

NI DUNG

PHN 1: TNG QUAN L THUYT V CHUI CUNG NG

I. Cc khi nim.

II. Cc yu cu ca qun tr chui cung ng.

III. S phi hp gia cc b phn chui cung ng.

IV. Cc yu t tc ng trc tip n hiu qu ca chui cung ng:

V. o lng hiu qu thc hin chui cung ng.

VI. Ci tin cu trc chui cung ng.

PHN 2: CHUI CUNG NG CA VINAMILK

I. Gii thiu s lc v Vinamilk.

II. Chui cung ng ca Vinamilk.

PHN 1: TNG QUAN L THUYT V CHUI CUNG NG

I. Cc khi nim:

1. Khi nim v chui cung ng

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Chui cung ng l chui thng tin v cc qu trnh kinh doanh cung cp mt sn

phm hay mt dch v cho khch hng t khu sn xut v phn phi n ngi tiu dng

cui cng.

M hnh chui cung ng in hnh nh sau:

Cc yu t ca chui cung ng bao gm: Nh sn xut, nh phn phi (nh bn s),

nh bn l, khch hng, nh cung cp dch v

Ba im chnh v tnh nng ng ca chui cung ng:

+ C tnh tng tc cao

+ nh hng rt ln n s thay i ca nhu cu

+ Cch tt nht ci thin chui cung ng l rt ngn thi gian b sung v cung cp

thng tin v nhu cu thc t n tt c knh phn phi

2. Khi nim v qun tr chui cung ng:

Qun tr chui cung ng (SCM- Supply Chain Management): L hoch nh, thit k

v kim sot lung thng tin v nguyn vt liu theo chui cung ng nhm t c cc

yu cu ca khch hng mt cch hiu qu thi im hin ti v trong tng lai.

Qun tr nhu cu: l mt b phn ca qun tr chui cung ng; l qun l nhu cu v

hng ha v dch v theo chui cung ng. Nhu cu c th c qun l thng qua c ch

nh l sn phm, gi c, khuyn mi v phn phi, nhn chung y l nhng nhim v

ch yu thuc v Marketing.

Qun tr Logistics : nu nh ngha theo ngha hp th Qun tr logistic l mt b phn

ca qun tr chui cung ng (khi ch lin h n vn chuyn bn trong v phn phi ra

bn ngoi), cn hiu theo ngha rng th l qun tr chui cung ng.

II. Cc yu cu ca qun tr chui cung ng

Cc

nh

cung

cp

Cc

nh my

Khch

hng

Cc

nh

kho

Nh

bn l

4

H thng cung ng phi nht qun, c th chia s thng tin gia cc thnh vin trong

chui v nhng iu lin quan chng hn nh d bo nhu cu cc k hoch sn xut

nhng thay i v cng sut, cc chin lc Marketing mi

H thng m bo cc doanh nghip c th t do quyt nh tham gia hay ri b

chui, nu khng em li li ch cho h.

H thng gip doanh nghip gim c chi ph, nng cao nng lc cnh tranh, p

ng cc yu cu k thut, thng tin phi trung thc v chnh xc gia cc thnh vin.

Cc thnh vin trong chui cung ng, c bit l cc n v ph trch thu mua, sn

xut hu cn ,vn ti khng ch c trang b nhng kin thc quan trng cn thit v cc

chc nng ca chui cung ng m phi bit nh gi am hiu v mc tng tc cng

nh nh hng ca chc nng ny n ton chui cung ng

Dng dch chuyn ca nguyn liu vt liu hay sn phm gia cc thnh vin phi

sun s v khng gp tr ngi.

III. S phi hp gia cc b phn trong chui cung ng

c c nhng ci tin, cn tng cng s phi hp c trong ni b cc cng ty v

gia cc cng ty vi nhau. Bng mt s cch sau:

- Lp cc i nhm gia cc n v chc nng,

- To mi quan h hp tc vi khch hng v vi nh cung cp,

- Ci tin h thng thng tin tt hn

- C cu t chc gn nh hn...

Cn thc hin s phi hp tng th ca cc nh lnh o ca cc t chc trong chui

cung ng v s iu chnh cch thc hnh thnh v qun tr chui cung ng.

IV. Cc yu t tc ng trc tip n hiu qu ca chui cung ng

Qun l chui cung ng hiu qu trc ht i hi mt s hiu bit tng yu t dn

dt v cch n vn hnh. Mi yu t dn dt c kh nng tc ng trc tip n chui

cung ng v cng c mt s nng lc nht nh. Tip theo l pht trin cch nh gi kt

qu c c nh pha trn nhng cch kt hp khc nhau i vi cc yu t dn dt.

Chng ta hy tm hiu tng yu t dn dt mt.

1. Sn xut

Sn xut l ni n nng lc ca chui cung ng to ra v tn tr sn phm. Cc

phng tin sn xut l cc nh my v kho. Quyt nh c bn t ra cho cc gim c

khi quyt nh sn xut l lm th no p ng nhanh v hiu qu. Nu cc nh my v

kho c xy dng d tha cng sut, chng c kh nng p ng mau chng nhu cu

sn phm a dng. Mt khc, cng sut d tha khng pht sinh li nhun. V th cng

tn ti nhiu cng sut tha, sn xut cng km hiu qu.

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2. Hng tn kho

Hng tn kho c mt trong sut chui cung ng v bao gm mi th t nguyn vt

liu n bn thnh phm, thnh phm m c cc nh sn xut, nh phn phi v nh

bn l trong chui cung ng nm gi. Mt ln na, cc gim c phi quyt nh h

mun t t mnh vo u khi cn nhc gia tnh sn sng p ng vi tnh hiu qu. Tn

tr mt lng ln hng cho php mt cng ty hoc ton b chui cung ng p ng

nhanh vi nhng thay i v nhu cu khch hng. Tuy nhin, vic sn xut v lu tr

hng tn kho tn km v t c tnh hiu qu cao, chi ph cho hng tn kho phi

cng thp cng tt.

3. V tr

V tr l vic chn a im v mt a l ca cc phng tin ca chui cung ng. N

cng bao gm cc quyt nh lin quan n nhng hot ng cn c thc hin bi tng

phng tin. y, s cn nhc gia tnh p ng nhanh vi tnh hiu qu l quyt nh

c cn tp trung cc hot ng mt vi v tr nhm gim c chi ph nh qui m v

hiu qu, hay gin hot ng ra nhiu v tr gn vi khch hng v nh cung cp hot

ng p ng nhanh hn.

Khi a ra quyt nh v v tr, cc nh qun l cn xem xt mt lot nhn t lin

quan vi mt v tr no , bao gm chi ph phng tin, chi ph nhn cng, k nng sn

c ca lc lng lao ng, cc iu kin c s h tng, thu v thu quan, v s gn gi

vi cc nh cung cp v khch hng. Cc quyt nh v v tr c xu hng l nhng quyt

nh mang tnh chin lc v chng gn cht mt lng tin ln vi cc k hoch di hn.

Cc quyt nh v v tr c tc ng mnh m n chi ph v cc c tnh ca chui

cung cp. Sau khi xc nh xong kch c, s lng v v tr thit b, cng cn quyt nh

cc con ng m sn phm c th n vi khch hng cui cng. Cc quyt nh v v

tr cng phn nh chin lc c bn ca cng ty trong vic xy dng v phn phi sn

phm ra th trng.

4. Vn chuyn

Vn chuyn l vic di chuyn mi th t nguyn vt liu cho n thnh phm gia

cc iu kin khc nhau trong chui cung ng. Trong vn chuyn, s cn nhc l gia

tnh p ng nhanh vi tnh hiu qu c th hin qua vic la chn cch thc vn

chuyn. Cc cch thc vn chuyn nhanh th li rt tn km, cc cch thc vn chuyn

chm th chi ph va phi nhng khng p ng nhanh. V chi ph vn chuyn c th

chim mt phn ba chi ph kinh doanh ca chui cung ng, nn cc quyt nh v vn

chuyn cng rt quan trng.

5. Thng tin

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Thng tin l nn tng a ra quyt nh lin quan n bn yu t dn dt chui cung

ng. N l s kt ni gia tt c cc hot ng v hot ng sn xut trong chui cung

ng. Khi s kt ni ny l mt s kt ni vng chc (ngha l d liu chnh xc, kp lc

v y ), tng cng ty trong chui cung ng s c cc quyt nh chnh xc cho hot

ng ring ca h. y cng l xu hng ti a ha tnh li nhun ton b chui cung

ng.

Trong tng cng ty s cn nhc gia tnh p ng nhanh v tnh hiu qu c lin h

n vic lng gi cc li ch m thng tin tt c th cung cp so vi chi ph c c

thng tin. Thng tin chnh xc, di do c th gip a ra cc quyt nh kinh doanh hiu

qu v tin on tt hn nhng chi ph xy dng v lp t cc h thng phn phi thng

tin cng c th rt cao.

Xt v tng th chui cung ng, s cn nhc gia tnh p ng nhanh v tnh hiu qu

m cc cng ty thc hin l mt trong cc quyt nh v lng thng tin c th chia s

vi cc cng ty khc v lng thng tin phi gi b mt. Thng tin v cung sn phm, cu

khch hng, tin bo th trng v k hoch sn xut m m cc cng ty chia s vi nhau

cng nhiu th cc cng ty cng p ng nhanh. Tuy nhin, cng khai nh th no l hp

l l mi bn tm ca tng cng ty v e ngi thng tin tit l s b i th cnh tranh s

dng i ph. iu ny c th gy tn tht cho kh nng sinh li ca cng ty.

S nm yu t dn dt ch yu ca mt chui cung ng chnh

V. o lng hiu qu thc hin chui cung ng.

1. SN XUT

Sn xut ci g, bng

cch no v khi no?

3. V TR

Ni no tt nht cho hot ng

no?

2. HNG TN KHO

Sn xut ra bao nhiu v tr kho bao

nhiu?

4. VN CHUYN

Chuyn ch sn phm bng cch

no v khi no?

5. THNG TIN

Nn tng

a ra cc

quyt nh

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o lng hiu qu ca chui cung ng l cng vic rt cn thit nhm hng n vic

ci tin v t mc tiu cho vic ci tin chui cung ng.

C 4 tiu chun nh gi hiu qu thc hin chui cung ng:

1. Giao hng

Tiu chun ny cp n giao hng ng hn c biu hin bng t l phn trm

ca cc n hng c giao y v s lng v ng ngy khch hng yu cu trong

tng s n hng.

2. Cht lng:

Cht lng c nh gi mc hi lng ca khch hng hay l s tha mn ca

khch hng v sn phm. Cht lng c th c o lng qua 2 tiu chun sau:

- Mc hi lng ca khch hng mong i v sn phm

- Lng trung thnh ca khch hng i vi sn phm.

3. Thi gian:

C 2 ch t iu:

- S ngy tn kho.

- Thi gian thu hi cng n.

Chu k kinh doanh = s ngy tn kho + s ngy cng n.

4. Chi ph:

C 2 cch o lng chi ph:

Cng ty o lng tng chi ph bao gm chi ph sn xut, phn phi, chi ph tn kho,

v chi ph cng n

Tnh chi ph cho c h thng chui cung ng nh gi hiu qu gi tr gia tng v

nng sut sn xut. Phng php o lng hiu qu nh sau:

Hiu qu = (Doanh s - Chi ph Nguyn vt liu)/(chi ph lao ng + chi ph qun l).

VI.Ci tin cu trc chui cung ng.

C hai cch ci tin cu trc chui cung ng:

- Thay i cu trc: thay i v vt cht k thut ( Thay i my mc thit b, cng

sut, k thut, v cng ngh).Mang tnh cht di hn v cn mt ngun vn

ng k.Thng l s thay i ln v su rng.

- Thay i cc b phn ca chui cung ng: thay i v con ngi (Thay i con

ngi, h thng thng tin, t chc, qun l sn xut v tn kho, h thng qun l

cht lng).Mang tnh cht nhy cm.

1. C 5 phng thc thay i cu trc:

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1.1 Thng nht t khu u n khu cui theo quy trnh khp kn

Nu nh sn xut quyt nh mua 1 cng ty phn phi v phn phi sn phm ca

mnh ch qua cng ty thi, th s thng nht ny l hng v th trng.

Nu nh sn xut mua mt cng ty cung ng sn phm, th s thng nht ny l li v

pha sau ca chui cung ng.

Nu mt cng ty s hu c chui cung ng th cng ty ny c hp nht theo chiu

dc. 1.2 n gin ha qu trnh ch yu:

c s dng ci tin chui cung ng khi qu trnh qu phc tp hay qu li thi

khi cn s thay i. Vic ny dn n nhng thay i ln v trnh t v ni dung cc

cng vic c tin hnh trong qu trnh cng nh nhng thay i v h thng. 1.3 Thay i s lng nh cung cp, nh my, nh kho, ca hng bn l.

Khi cng ty nhn nh rng h c qu nhiu nh cung cp v h hng n vic gim

s lng nh cung cp bng cch chn nhng nh cung cp tt nht m bo giao

hng ng hn v cung cp nguyn vt liu c ngun gc r rng.

Hoc khi th trng c s thay i, nhiu cng ty nhn thy rng h cn c vi nh

my v nh kho a im khc, do vy h nh hnh li h thng phng tin sn xut

v phn phi. 1.4 Thit k sn phm chnh.

c s dng ci tin chui cung ng. Trong thc t, nhiu cng ty nhn thy h

c qu nhiu chng loi hng ha, trong c vi loi bn rt chm, v vy cc sn phm

ny phi c chn lc v thit k li. 1.5 Chuyn qu trnh hu cn ca cng ty cho bn th ba.

Vi cng ty ch n gin l chn phng n tt nht chuyn tt c cc khu t qun l

tn kho, phn phi v hu cn cho bn th ba.

2. C 5 phng thc thay i b phn 2.1 S dng i chc nng cho

c p dng rng ri. phi hp cc chc nng an cho ca rt nhiu phng ban

v b phn chc nng ca mt cng ty.Thng s dng lp k hoch v kim sot lch

sn xut. 2.2 Thc hin s cng tc mang tnh ng i.

Tnh hp tc gia nhng nh cung cp v khch hng mang n s phi hp cc

cng ty cho.

Tnh hp tc gia cc cng ty bt u bi cc hp ng lin kt bn cht c thit

lp trong mi quan h kinh doanh lu di gn lin vi li ch ca nhau. 2.3 Gim thi gian khi ng ca my mc thit b.

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Cn thit cho nhng l sn phm nh hn c th tit kim c chi ph sn xut.

Ngay khi kch thc ca l hng gim, tn kho s gim, hng ha s c lun chuyn

nhanh hn, t hng ha s p ng c vi nhu cu th trng.

2.4 Hon thin h thng thng tin.

Mt trong nhng thay i xy ra trong cng ngh l vic dnh ly d liu kinh doanh

t khch hng v pht trin thng tin ny a tr li phc v cho chui cung ng. 2.5 Xy dng cc trm giao hng cho.

Vic giao hng ca nh cung cp c din ra t nhiu trm khc nhau. Nhng cng

vic ny khng tiu tn thi gian cho vic kim k kho, cng n gin cho vic di chuyn

t trm ny sang mt trm khc.

3. Hiu qu ca vic va ci tin cu trc, va ci tin b phn ca chui cung ng:

Va ci t in cu trc va ci tin c s h tng c th to ra s thay i chnh trong

chui cung ng. N c th gip doanh nghip lm g im tnh trng khng chc chn,

khng r rng hay gim thi gian cung ng. Nhng s thay i ny rt c hiu qu nhng

i hi s phi hp rng khp va bn trong cng ty v thng qua nhiu cng ty khc

nhau.

PHN 2: CHUI CUNG NG CA VINAMILK

I. Gii thiu s lc v VINAMILK

Theo Euromonitor, Vinamilk l nh sn xut sa hng u ti Vit Nam trong 3 nm

kt thc ngy 31 thng 12 nm 2007. T khi bt u i vo hot ng nm 1976, Cng ty

xy dng h thng phn phi rng nht ti Vit Nam v lm n by gii thiu

cc sn phm mi nh nc p, sa u nnh, nc ung ng chai v caf cho th

trng.

Phn ln sn phm ca Cng ty cung cp cho th trng di thng

hiuVinamilk, thng hiu ny c bnh chn l mt Thng hiu Ni ting v l

mt trong nhm 100 thng hiu mnh nht do B Cng Thng bnh chn nm

2006. Vinamilk cng c bnh chn trong nhm Top 10 Hng Vit Nam cht lng

cao t nm 1995 n nm 2007.

Hin ti Cng ty tp trung cc hot ng kinh doanh vo th trng ang tng trng

mnh ti Vit Nam m theo Euro monitor l tng trng bnh qun 7.85% t n m 1997

n 2007. a phn sn phm c sn xut ti chn nh my vi tng cng sut khong

570.406 tn sa mi nm. Cng ty s hu mt mng li phn phi rng ln trn c

nc, l iu kin thun li chng ti a sn phm n s lng ln ngi tiu

dng.

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Sn phm Cng ty ch yu c tiu th ti th trng Vit Nam v cng xut khu

sang cc th trng nc ngoi nh c, Campuchia, Irc, Philipines v M.

II. Chui cung ng ca Vinamilk

1. M hnh chui cung ng ca Vinamilk

1.1.n v cung cp nguyn, vt liu

1.1.1. Nh cung cp sa ti nguyn liu

- Ngun sa ti nguyn liu t cc h gia nh: Vinamilk cn mua c sa ca

ngi dn ti New Zealand phc v cho nh my Miraka

- Ngun sa ti nguyn liu t cc trang tri b sa ca Vinamilk: hin nay

Vinamilk c cc trang tri b sa ti khp c nc nh Tuyn Quang, Thanh Ha,

Ngh An, Lm ng.

1.1.2. Nh cung cp sa bt nguyn liu

Hin nay sa bt nhp khu hin ang chim70% nguyn liu sn xut ca VNM, nh

cung cp chnh l cng ty Fonterra (SEA) Pte Ltd v cng ty Hoogwegt International BV.

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1.1.3. Cc nh cung cp khc

Ngoi ra Vinamilk cn c rt nhiu nhng nh cung cp khc nh cng ty Perstima

Vietnam( cung cp nguyn liu sn xut v hp sa), cng ty Tetra Pak Indochina(

cung cp cc loi bao b bng giy nh thng caton), Cng ty c phn Ma ng Lam

Sn, Cng ty Ma ng Qung Ngi,

1.2.Nh my sn xut

Vinamilk nhng nh my sn xut sau:

- Nh my sa Ttrng Th

- Nh my sa Dielac

- Nh my sa Thng.

- Nh my sa H Ni

- Nh my sa Bnh nh

- Nh my sa Ngh An

- Nh my sa Nng

- Nh my sa Si Gn

- Nh my sa Cn Th

- Nh my sa Tin Sn

- Nh my nc gii kht

- Nh my sa bt Miraka ti New Zealand (VNM gp 19,3% vn)

1.3.Cng ty cung cp kho vn, vn ti

Hin nay Vinamilk c hai n v vn chuyn ch yu cho ring cng ty l:

- X nghip kho vn Tp.H Ch Minh.

- X nghip kho vn H Ni.

1.4.n v phn phi & bn l

Vinamilk c rt nhiu nhng nh phn phi v i l khng ch Vit Nam m cn

c c Trung ng(Abdul Karim Alwan Foodstuff Trading, Shawkat Bady-General

Trading Company), Cambodia(B.P.C. Trading Co.LTD:), Maldives(Baywatch

Investments Pte.Ltd), Philippines(Grand East Empire Corporation).

1.5.Khch hng

Vinamilk c khch hng khp mi ni trn th gii nhng th trng Vit Nam

chim ti 80%.

2. o lng hiu qu thc hin chui cung ng

2.1. Giao hng

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Hin nay cha c s liu c th nhng vi s lin kt ca hai cng ty logistic ln v

giu kinh nghim l X nghip kho vn Tp.H Ch Minh v X nghip kho vn H Ni.

Thm vo l s lng nhng nh phn phi rng khp c nc th chc chn rng s

v giao hng khng t tiu chun s l khng ng k.

2.2. Cht lng

Cc y cha lu Vinamilk c FDA(Cc Dc phm v Thc phm Hoa K)

chng nhn c xut hng vo M, iu ny cho thy c cht lng cc sn phm

ca Vinamilk rt tt. Ngoi ra Vinamilk cn l mt cng ty thun Vit nn nhng sn

phm ca Vinamilk rt ph hp vi th trng Vit Nam. V th nn ngi tiu dng Vit

Nam rt hi lng mc trung thnh rt cao i vi nhng sn phm ca Vinamilk, iu

ny c th hin qua vic th phn cng nh doanh s ca Vinamilk ti th trng Vit

Nam lin tc tng.

Th phn th trng sa Vit Nam nm 2010(S liu t cng ty Chng khon Bn Vit)

13

Th phn sa ca Vinamilk ti Vit Nam trong 9 thng u nm 2012 S liu ca cng ty chng

khon HSC

Hnh nh v doanh thu thun ca Vinamilk qua cc nm

2.3. Tiu ch thi gian

Tiu ch ny c tnh bng:

Chu k kinh doanh = s ngy tn kho + s ngy cng n.

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Trong :

S ngy tn kho = (tng hng tn kho * s ngy trong k) / tng doanh thu thun.

S ngy cng n = K thu tin bnh qun = (tng cc khon phi thu * s ngy trong

k) / tng doanh thu thun.

Theo s liu trong bo co ti chnh cha Vinamilk nm 2012 ta c cc s liu sau:

Vinamilk(2012) Vinamilk(2010)

Tng tn kho

cui k(t ng)

3.357.506.580.1

86

2.272.650.052.0

63

Tng doanh thu

thun(t ng)

26.797.114.670.

360

16.173.754.854.

110

Tng cc khon

phi thu(t ng)

2.208.745.769.7

03

1.119.075.135.0

03

Ta tnh c:

S ngy tn kho (Vina milk 2012) = (3.357.506.580.186 * 365)/ 26.797.114.670.360

= 45,7

S ngy cng n (Vinamilk 2012) = (2.208.745.769.703 * 365)/ 26.797.114.670.360

= 30,1

Chu k kinh doanh (Vinamilk 2012) = 45.7 + 30.1 = 75.8

Tng t ta tnh c:

Chu k kinh doanh (Vinamilk 2010) = 51,3 + 25,3 = 78,6

Qua phn tch trn chng ta thy c chu k kinh doanh ca Vinamilk nm 2012

c ci tin mt cch r nt so vi nm 2010

2.4. Chi ph

Hiu qu = (Doanh s - Chi ph Nguyn vt liu)/(chi ph lao ng + chi ph qun l).

Theo s liu trong bo co ti chnh ca Vinamilk nm 2012 ta c cc s liu sau:

Vinamilk(2012) Vinamilk(2011)

Gi vn hng

bn (t ng)

17.741.665.254.

788

10.676.719.801.

966

Chi ph bn hng 2.345.841.736.8

75

1.438.185.805.8

72

Chi ph qun l 484.293.406.112 370.492.890.936

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doanh nghip

Nn ta c:

Hiu qu (Vinamilk 2012) = (26.797.114.670.360 - 17.741.665.254.788) /

(2.345.841.736.875 + 484.293.406.112) = 3,2.

Hiu qu (Vinamilk 2010) = 3

Qua phn tch trn chng ta thy c hiu qu kinh doanh ca Vinamilk n m 2012

c ci tin mt cch r nt so vi nm 2010.

C th ni hiu qu trong chui cung ng ca Vinamilk lin tc c ci thin, y

cng l mt trong nhng nguyn nhn m Vinamilk lin tc lm n c li.

Hnh nh v li nhun rng ca Vinamilk qua cc nm

3. Mt s phng php ci tin cu trc chui cung ng ca Vinamilk

3.1. Thay i cu trc

3.1.1. Thay i s lng nh cung cp, nh my, nh kho, ca hng bn l

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trnh b ph thuc vo ngun nguyn liu nhp khu(c bit l sa bt) th

Vinamilk tng cng vic lin kt vi nhiu i tc cung cp. iu ny lm cho vic

ph thuc vo mt nh cung cp no gim i ng k. Khng nhng th Vinamilk cn

thnh lp chi nhnh cng ty sa bt Vit Nam c th ch ng hn i vi ngun

nguyn liu nhp khu.

Ngun nguyn liu sa nc th Vina milk ch ng c gn nh hon ton.

Bi v nhu cu v sn phm ca th trng lin tc tng cao nn Vinamilk rt tng

cng cc nh phn phi, bn l sn phm n c vi ngi tiu dng nhanh hn,

thun tin hn. Nhng c gng toPhn phi qua knh truyn thng(220 nh phn

phi c lp v hn 140.000 im bn l) thc hin phn phi hn 80% sn lng v 14

phng trng by sn phm. Gn y nht, Vina milk ra thng bo thnh lp vn phng

i din ti Campuchia (thng bo ngy 28/03/2013).

3.1.2. Thit k sn phm chnh

Hnh nh v nhng nhn hng th mnh ca Vinamilk

Mc d Vinamilk rt mnh v c nhiu sn phm nhng khng phi bt c sn phm

no, phn khc no ca Vina milk cng lun c khch hngcho n. Chnh v bit

iu ny nn Vinamilk tp trung ch yu vo cc sn phm sa nc.

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Th phn sa nc ti Vit Nam nm 2010(s liu ca Cng ty Chng khon Bn Vit)

Th phn chi tit cc nhm sn phm ca Vinamilk ti Vit Nam vo cui qu 3 nm 2012

Vinamilk cng kin quyt ct b nhng b phn lm n khng tt, v d tiu biu nht

l quyt nh gii th Cng ty TNHH MTV Sa Dielac(thng bo ngy 22/07/2013).

3.1.3. Chuyn qu trnh hu cn ca cng ty cho bn th ba

Cng ty Vina milk tp trung ch yu vo vic nghin cu v sn xut ra sn phm cn

vic phn phi hng ha thng qua tp on Ph Thi n cc i l, ca hng ri n

ngi tiu dung cui cng. iu ny lm cho Vinamilk tp trung c ngun lc ti

chnh, thi gian to ra nhng sn phm cht lng hn, ph hp vi th trng hn.

3.2. Thay i b phn

3.2.1. Hon thin h thng thng tin

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Hin nay Vinamilk ang ng dng gii php qun tr mi quan h vi khch hng

(Cus tomer Relationship Management-CRM) ca SAP. Hin nay, h thng thng tin bo

co v ra quyt nh phc v ban lnh o(Business Intelligence-BI) c thit lp

trung tm chnh qun l knh phn phi bn hng v cc chng trnh khuyn mi.

Cc nh phn phi c th kt ni trc tip vo h thng qua Internet s dng chng

trnh SAP. Ring cc i l s dng phn mm c FPT pht trin cho PDA ghi nhn

cc giao dch. Cc nhn vin bn hng s dng PDA kt ni vi h thng ti nh phn

phi cp nht thng tin.

Ngoi ra Vinamilk v Viettel k kt hp tc xy dng phn mm bn hng trc

tuyn. y l ln u tin mt cng ty trong ngnh thc phm Vit Nam c mt h thng

qun l c xy dng ton din v ng b.

Nh ng dng Cng ngh Thng tin m Vinamilk qun l c hiu qu hn cc

knh phn phi sn phm. c bit, phn mm qun l bn hng trc tuyn c xem l

mt trong nhng gii php nng cao cht lng dch v khch hng, nng cao hiu qu

qun l, qun tr doanh nghip.