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DANH SCH NHM
STT Hv tn MSSV
1 V Vit Anh 2013110294
2 V ThLnh 2013110270
3 L ThMinh Lin 2013110412
4 Nguyn Hunh Kim Lin 2013110364
5 Tr ThLi 2013110368
6 Bi ThHong Oanh 2013110382
7 Nguyn ThNgc Tin 2013110246
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I. Ma trn BCG- Danh mc cc SBU ca TH true Milk1. Sa nc TH True Milk2. TH True VEG3. TH True Yogurt4. TH True Icecream5. TH True Cheese6. Th True Butter
SBU la chn l sn phm sa nc (Sa ti nguyn cht 100% v sa honnguyn)
a) ThphnVinamilk ang nm giphn ln thphn trong cc phn khc thtrng hng tiudng chnh nh sa c (chim 80% thphn); sa chua (chim 90%) v sa nc(chim 48,7% trong bao gm csa ti nguyn cht 100% v sa honNguyn)
Theo nh gi ca Cng ty nghin cu thtrng Nielsen Vietnam, tnh n thng7/2013, thphn sa nc hin nay chyu nm trong tay cc doanh nghipsa ni, trong , Vinamilk nm gi48,7% thphn, kn l
FrieslandCampina Vit Nam vi 25,7% v TH True Milk l 7,7% thphn.i din TH Milk cho rng, thtrng sa nc cn tip tc tng trng trong di
hn, v lng tiu thbnh qun u ngi cn thp so vi cc nc trongkhu vc nn cng ty stip tc dn lc u t trong cc nm ti. Trong khng ththiu phn sa ti
Thphn tng i SBU ca TH so vi i thmnh nht lVinamilk=7,7%/48,7%=0.16
Tc l thphn ca SBU (Sa nc ca TH True Milk =0,16 thphn caSBU (Sa nc) ca Vinamilk
b)Tc pht trin ca ngnh sa tiDoanh thu t c trong nm 2012 l: 1600 tngDoanh thu trong nm 2011 l: 616 tng Tc tng trng ca ngnh sa nc=(1600-616)/616=1.6 %
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Vi vthca SBU sa nc trn thtrng ca TH TrueMilk, phi nhnnh rng thtrng sa nc Vit Nam ang trn pht trinng Trng Vn Ton, Gim c i ngoi v php lca FrieslandCampina Vit Nam cho bit: Mc tiu thsa Vit Nam
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hin cn rt thp so vi cc nc trong khu vc. Cth, Vit Nam tiu thkhong 15 lt/ngi/nm, trong khiThi Lan 21 lt v Trung Quc 25 n 27lt. Nh vy, tim nng thtrng l vn cn i vi ngi tiu dng VitNam, ti quan tm nhiu n sc khe, chiu cao ci thin chiu cao ca
ngi VitNh vy,theo nh nh gi ban u thphn sa nc ca Vinamilk nm2012 l 48,7% ln rt nhiu so vi TH true Milk, tip theo lFrieslandCampina Vit Nam vi 25,7% v TH True Milk l 7,7% thphnVi nh gi trn, TH kh c thci thin c tnh hnh hin ti. Khi thunhp cng vi shiu bit hn vli ch ca sa khin nhu cu ca tiudng sa tng cao (20-25%/nm), trong th sa nc tng t8-10%/nm.Sdoanh nghip tham gia vo ngnh sn xut tng mnh. Hin cnc c
hn 60 doanh nghip vi 300 nhn hiu sn phm sa cc loi. Tuy nhin,hin ti tng sn lng sa ti mi chp ng khong 20-25% sn lngsa tiu dng, cn li phi nhp tnc ngoiVi l, scnh tranh ca TH True Milk vi cc ng ln khc vsa ncl mt vn ln, mc d tlthphn ca TH ang nm gil 33% tonngnh, nhng kh c thcnh tranh mt cch mnh mtrong lnh vc ny.
- Nu vthdoanh nghip nh ma trn trn th chthc hin chin lc loib. Tuy nhin, TH u t mt cch mnh mvo dy chuyn cng nghsn xut m hnh, u t mt trang tri quy m bc nht c thcnh tranhcht lng trong khi nhng sn phm ny mi ra i nhng vi tc pht trin nh hin nay ca thtrng sa Vit Nam, khi cc mt hng sangoi ang dn dn vng mt th doanh nghip nn duy tr hot ng ny khitc tng trng ca ngnh sa nc Vit Nam ang c nhng din bintch cc
- Hn ht, trong thtrng sa Nc Vit Nam, mc nhn thc ca ngidn vcht lng sn phm v tin cy ca sn phm cng tng, mc khcTH thc hin nghin cu a ra nhng sn phm c cht lng cao p
ng nhu cu a dng ngy cng tng cao ca ngi dn. V vy, chin lc nhm la chn ylcc chin lc trong nhm
chin lc a dng ha.II. Ma trn GE
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- Ma trn shp dn ca ngnhCc yu thp dn Tm quan trng im Tng im
- i thcnhtranh trong ngnh
ngy cng tng.- e da tsn
phm thay th(sa bt, sanc sa nhpngoi).
- Cuc vn ngu tin dng hngVit Nam.
- Trnh cngnghngy cngnng cao.
- Nhu cu tiudng i vinhng sn phmcht lng tngcao.
- Thi quen dngsa tng cao
- Ngun vn u tnc ngoi tngcao
- c sng hca chnh phvquc tn doanhnghip
- Vit Nam gianhp vo tchcthng mi quc
0.15
0.16
0.12
0.05
0.05
0.05
0.15
0.11
0.06
4
5
3
2
4
3
4
3
4
0.60
0.80
0.36
0.10
0.20
0.15
0.60
0.33
0.24
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tWTO- Cc vn v v
sinh an ton thc
phm ang cngi tiu dng
quan tm c bit
0.10 2 0.20
Tng sim 1 3.58
nh gi: tng sim hp dn l 3.90 cho thy ngnh kinh doanh caSBU1 c mc hp dn tng i cao.
- Ma trn vthcnh tranhCc yu tquan trng Tm quan trng im Tng im
- C cu tchchon thin v s
phi hp hiu qu
gia cc bphn
- Ngun nhn lcc chuyn mn
cao
- Khnng tichnh
- Chng trongngun nguyn vt
0.07
0.07
0.09
0.09
0.06
4
5
3
5
5
0.28
0.35
0.27
0.45
0.30
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liu u vo
- Cc thit bcngnghc u t
hin i, theo tiuchun quc t
- Quy trnh nggi v kim tra
sn phm c cht
lng
- Hthng R&D- Cht lng sn
phm tt
- Khnng cnhtranh vgi
- nh vthnghiu
- Thphn- m bo theo
tiu chun ISO v
vsinh an ton v
sinh thc phm
- Hiu ququngco khuyn mi
- Chng xydng mi quan h
tt vi cc i l
0.06
0.08
0.09
0.06
0.09
0.09
0.05
0.05
0.05
5
4
4
3
4
2
3
4
3
0.30
0.32
0.36
0.18
0.36
0.18
0.15
0.20
0.15
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v khch hng
Tng s 1 3.31
nh gi: tng sim ma trn vthcnh tranh l 3.31 cho thy SBU1c vthcnh tranh mc trung bnh trong ngnh kinh doanh.
Vthcnh tranh
Mnh
5.00
Trung bnh
3.67 3.31
Yu
1.00
5.00
Cao
3.67
Trung bnh
3.58
1.00
Thp
Kt lun:
Da vo ma trn GE, ta thy rng SBU l giao im ca tng sim hp dnbng 3,51 v tng sim ma trn vthcnh tranh bng 3,31. Nn SBU nmtrong thuc khu vc II. SBU ny c c hi pht trin nhng doanh nghip phicn thn trong quyt nh ca mnh.
Shpdncangnh
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Nhn xt:
- Vi vtr nh trn, SBU sa nc ca TH nm khu vc II. Ta thy doanhnghip ang ng trc nhng giai on kh khn nht nh, khi theo thng k
cc doanh nghip Vit Nam bt u tham gia vo th trng sa nc ngy
cng nhiu c bit l sa ti nguyn cht 100%.
- Ti vtr nh trn doanh nghip c thchn chin lc tng trng hay rtlui. nhng ny cn phi cn thn khi quyt nh u t. Cc SBU nmtrong khung ny c vthcnh tranh tt th li hot ng trong ngnh c schp dn km, ngc li nu hot ng trong ngnh c sc hp dn cao th lic vthcnh tranh yu. hoc mc trung bnh c2 tiu ch.
Vi SBU ny, cho thy doanh nghip hot ng trong ngnh ny hot ngtrong mt thtrng c sc hp dn trung bnh v vthcnh tranh trungbnh.
Chin lc la chn y l nhm chin lc a dng ha, nhm hochnh tt nht nhng chin lc thc hin mc tiu tng trng, hnchnhng tc ng xu tcc doanh nghip khc.
III. Ma trn chin lc chnh (GSM)
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Mc tng trng ca thtrng nhanh
Mc tng trng ca thtrng chm
TH True Milk c vthcnh tranh mc cao l 3.31 song vi mc tng trng th
trng thp cht 1.6% nn SBU sa tica doanh nghip nm gc phn tth
Do doanh nghip c thsdng cc chin lc thuc nhm chin lc adng ha
Gc phn t th
II1. Mrng thtrng2. Thm nhp thtrng3. Pht trin sn phm4. Hi nhp hng ngang5. Thu hp6. Thanh l
Gc phn t th
I1. Mrng thtrng2. Thm nhp thtrng3. Pht trin sn phm4. Hi nhp pha trc5. Hi nhp pha sau6. Hi nhp hng ngang7. a dng ha ng tm
Gc phn t thIII
1. Ct gim chi ph2. a dng ha ng tm3. a dng ha hng ngang4. a dng ha kt khi5. Thu hp6. Thanh l
Gc phn t thIV
1. a dng ha ng tm2. a dng ha kt khi3. a dng ha hng ngang4. Lin doanh
Vthcnhtranhmnh
Vthcnhtranhyu
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IV. Ma trn QSPMCc yu t
quan trng
im
phn
loi
Cc chin lc c ththay th
Chin lc a dang ha theo
chiu ngang
Chin lc a dng ha
ng tm
AS TAS AS TAS
Yu tbn
ngoi:
- GDB/ngitng
- Mc lm pht
tng
- Thi quendng sa
tng cao
- i thcnh tranh
trong
ngnh ngy
cng tng
- Cuc vnng u
tin dng
hng Vit
Nam
- e da tsn phm
2
2
3
2.5
3
2
2
1
3
4
2
4
4
2
9
10
6
8
3
1
4
4
3
3
6
2
12
10
9
6
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thay th
(sa bt,
sa nc
v cc loisa nhp
ngoi)
- Nhu cutiu dng
i vi
nhng sn
phm chtlng tng
cao
- Mc hiu bit
ca ngi
dn
- Trnh cng ngh
ngy cng
nng cao
- Thin tai,dch bnh
ngy cng
gia tng
- Vit Namgia nhp
vo tchc
3.5
1
4
3.8
1.2
4
3
3
1
3
14
3
12
3.8
3.6
4
4
3
1
3
14
4
12
3.8
3.6
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thng mi
quc t
WTO
-
c sng hca
chnh ph
v quc t
n doanh
nghip
- Xu hngchuyndch c cu
dn sgia
cc vng
- Tnh hnhchnh tr-x
hi trong
nc tng
i n nh
- Lao ngc trnh
cao ang
c xu
hng tng
- Tc giatng dn s
nhanh
- Thuthu
4
2.5
3.5
3.8
1.5
2.8
2
3
3
4
3
3
8
7.5
10.5
15.2
4.5
8.4
2
1
3
3
2
2
8
2.5
10.5
11.4
3
5.6
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nhp c
nhn c xu
hng
gim- Bin ng
ca li sut
ngn hng
- Lutchuyn
giao cng
ngh- Sco gin
ca cu v
gi c xu
hng
gim
- Chnh schmrng cshtng
ca chnh
ph
- Cc vn vvsinh
an ton
thc phm
ang c
ngui tiu
dng quan
2
3.8
3
3
3.5
3
4
4
3
3
6
15.2
12
9
10.5
2
3
2
1
3
4
11.4
6
3
10.5
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tm c
bit
- Squantm cachnh ph
v cng
ng v
vn mi
trng tng
- Ngun vnu tnc ngoi
tng cao
- Cc i thcnh tranh
ca doanh
nghip
ang cng
c, xy
dng cc
mi quan
hvi cc
tchc c
lin quan
3.5
2
3
2
3
2
7
6
6
1
3
2
3.5
6
6
Yu tbn
trong:
- Trnh , 2.7 3 8.1 4 10.8
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khnng
qun l
hiu qu
-
C cu tchc hon
thin v s
phi hp
hiu qu
gia cc b
phn
- Chkhen
thng,
ng vin
cng nhn
vin
- Ngunnhn lc c
chuyn
mn cao
- Cc chnhsch o
to ngun
nhn lc
- Khnngti chnh
- Chngtrong
3
3
3
4
3
4
3
1
3
2
4
4
9
3
9
8
12
16
4
1
3
2
4
4
12
3
9
12
12
16
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ngun
nguyn vt
liu u
vo- Cc thit b
cng ngh
c u
t hin i,
theo tiu
chun quc
t- Quy trnh
ng gi v
kim tra
sn phm
c cht
lng
- Sn phma dng
- Mng liphn phi
sn phm
mrng
- Hiu ququng co-
khuyn mi
- HthngR&D
4
4
2
2
1.5
3
4
3
3
4
4
4
16
12
6
8
6
12
4
2
4
1
2
3
16
8
8
2
3
9
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( nghin
cu a
dng ha
sn phmv pht
trin thm
cc doanh
mc sn
phm cao
cp)
- Cht lngsn phm
tt
- Khnngcnh tranh
vgi
- Vn hadoanh
nghip
- nh vthng
hiu
- Thphn- Khnng
t n
ngun ti
tr
- m bo
3
3
3
3
2
2
3
3
2
1
2
3
3
3
9
6
3
6
6
6
9
4
2
1
2
2
3
3
9
6
3
6
4
6
9
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theo tiu
chun ISO
v an ton
vsinhthc phm
- Quy trnhsn xut
thn thin
vi mi
trng- Quan h
cng chng
(PR)
- Hiu quca h
thng
thng tin
phn hi
thtrng
- Khnngiu phi
vn cho
cc b
phn hot
ng
- Chngxy dng
4
2
2.7
4
3
2
1
4
2
1
8
2
10.8
8
3
1
1
4
2
2
4
2
10.8
8
6
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mi quan
htt vi
cc i l
v khchhng
Tng s: 305 368.4
Kt Lun:
Qua xem xt 2 chin lc trong nhm chin lc a dng ha. Ta nhn thy c rngvi chin lc adng ha ng tm khquan hn so vi chin lc a dng ha hngngang. Vi tng shp dn ca chin lc a dng ha kt khi l 368,4>305 ca chinlc a dng ha hng ngang.
Nhn Xt:
- Qua ma trn QSPM c rt ra tcc ma trn bn trong i vi SBU sa ncca TH true Milk. Nhm nhn thy vi chin lc a dng ha kt khi khquanhn. Bi TH u t cho hot ng sn xut kinh doanh sa ca mnh mt cc
trit tcng nghn cc dy chuyn chbin sa ti nguyn cht. Tuynhin, trong thi gian gn y thtrng sa nc ca Vit Nam ang dn c chng trong long ngi tiu dng, ng thi nhng m hnh sn xut ca TH vang thu ht cch nhn nhn ca ngi tiu dng vsn ca mnh.
- Mc d chng ta thy rng vi mt tlthphn thp trong thphn sa ncchung ca cnc v tc tng trng ca ngnh cn tng i thp nhngdoanh nghip khng nn loi bSBU ny, bi TH mi ra i trong thi gian gny nhng nhng thnh tu t c nh vy tht ng ghi nhn. Mc khc, TH tp trung u t tc cngun lc mnh vo SBU ny, tc ccc hot ng ca
cng ty u phthuc vo doanh thu ca SBU ny, v SBU ny c nhiu binchuyn ln khi thtrng sa Vit Nam c nhiu phc tp(cthtrng sa nc,
bt cc loi, tcc doanh nghip trong nc ln ngoi nc). Mi ra i nh vy ,nhng TH vn givng vtr ca mnh vtr s3 nh vy l khnng tngtrng vn cn i vi doanh nghip
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- Hn na, theo gii chuyn gia, mc bnh qun tiu dng sa nc, c bit sa ti ca ngi dn Vit Nam ang tng trng mnh trong nhng nm gny, bi nhu cu v cht lng ca ngi dn cng cao, nhng i hi ca hivi sn phm tiu dng cng tng cao.
Chin lc a dng ha kt khi sl c hi ln ca doanh nghip, nhm mcch nng cao tc dng ca sn phm sa.
Ti liu tham kho
http://vov.vn/Kinh-te/Thi-truong/Thi-truong-sua-nuoc-Co-hoi-cho-doanh-nghiep-
Viet/280569.vov
http://otcmarket.vn/thi-truong-sua-vui-nhon-vi-su-thach-do-cua-th-
milk_13087.html
http://timtailieu.vn/tai-lieu/de-tai-phan-tich-ma-tran-bcg-cua-vinamilk-4148/http://cafef.vn/doanh-nghiep/thi-truong-sua-nuoc-tai-viet-nam-mieng-banh-
sieu-loi-nhuan-201307030741031039ca36.chn
http://tinnhanhchungkhoan.vn/GL/N/CICAHJ/thi-truong-sua-vui-nhon-vi-
thach-do.html
http://sgtt.vn/Tieu-dung/182906/Thi-truong-sua-dang-thich-tuoi-nguyen-
chat.html
http://dddn.com.vn/chuyen-dong/th-true-milk-va-cuoc-cach-mang-trang-
tam-cao-moi-20130725023043831.htm
http://www.dairyvietnam.com/vn/Sua-Viet-Nam/Thi-truong-sua-Viet-Nam-
va-nhung-thay-doi-tich-cuc.html
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