Xây dựng chương trình đào tạo cho hoạt động phát mẫu dùng thử sản phầm milo của công ty nestle VN

i H c Qu c Gia Tp H TR NG IH NGUY N TH H CHO S NESTLE N TR KINH DOANH N TH TP H m 2013 I TR NG IH I H C QU C GIA TP H h ng d n khoa h c : TS NGUY ch m nh TS PH M NG ch m nh TS NGUY N THU HI N n th H I TR cb ov t i NG CH M B O V K NG IH C 01 nh Ch t ch N TH th 10 n m 2013 m: : TS : TS : TS CH T CH H NG NG D N I H C QU C GIA TP HCM C I CH TR - T NAM m 2013 NHI M V H m sinh n) 1- N TH : NGUY N TH H Gi : N : 27/10/1987 N i sinh : TPHCM : QU N TR KINH DOANH MSHV : 11170742 : 2011 YD O CHO S N PH M MILO C NESTLE VI T NAM 2- NHI M V N: Kh c tr o hi iv i o cho thi c a 3- u ki n tri n khai MV : 06/05/2013 : 19/08/2013 NG D N : TS NGUY 4- MV 5- H H N c n th H (H TS NGUY cH i NG D N (H L I c hi nh c a nhi u th Ti Kh ng nghi c r t nhi u s r Khoa Qu H ih t l n su t ng d n s c hi c th nh s a t m t n Ti nghi m Ng ih Th y, ph H v Ti khoa Qu cung c p nhi u ki n th nt nh th c hi ng nghi p p d li u b hi n Thu Hi n H i dung c t Nam n h tr Khoa Qu ng nh ih c nhi r t nhi u su t th i gian th c n T tc n i nh t mong nh a Th ng, Nguy n Th H T t nh Vi t Nam s d qu u s n ph m c u i di n cho s n ph m c i quy c bi nv i nh ch sinh th c ph ng c a s n ph m iv cm c pha s o c th cho , y h qu uv n x y vi c c i thi n k p th qu c bi ok ti m n nh ng h u i s n ph t c a s n ph c th c hi n nh mb ki n th c c n thi cm u qu nh t c ti ng vi nh v ki n th c c o cho uc at hi t qu c vi o thi u h u nh ng k ho ch T o Ti p theo, u th c tr ng ho t o c a b t nh nhu c u, m o ng, n l a ch t nh kho ng tr ng ki n th c o, xu t qu ho ch tri n khai c th i thi c ABSTRACT Free sampling is one of promotion method that Nestle Viet Nam is using to introduce their products to consumers Sampling teams image with consumers and they can affect quality of products, espectially prepared products Currently, there is no specific training program for staffs join in this activity, so there were a few unintended result of inappropriate training If this , it can lead to more serious consequence Milo product can be affected most because of both sampling method and nature of products Therefore, this thesis was proposed to ensure staffs join in Milo sampling activity have enough necessary knowledge to drive sampling job and achieve its purpose safely and efficiently This thesis starts with understanding the knowledge that need to be trained for staffs join in sampling activity as Nestle requirement, then understanding consequency casused by inproper training as well as sampling plans that can affect training program Next, author studies the current training status and identify the knowledge gaps of sampling activity Thereby, author proposes the training program by identifying training needs, objectives, audiences, content and teaching methods; teacher selection, calculate the total cost; suggest the method to evaluate the results of training as well as specific plans for the program Finally, the authors analyzes the benefits that this training program offers and assess the feasibility of the program i M CL C i v vi GI I THI 1.1 .1 1.2 M 1.3 N .3 1.4 PH M VI 1.5 C HI N .4 1.6 B C N 1.7 N NT 2.1 T T S THU T NG QUAN TR NG .9 2.1.1 2.1.2 o .9 2.1.3 c 2.2 NG O 10 2.2.1 nh nhu c o 10 2.2.2 nh m o 11 2.2.3 L a ch 2.2.4 2.2.5 L a ch 2.2.6 D 2.2.7 o 11 ng n i dung o .12 .12 o 12 t qu o 12 ii 2.3 O 13 2.3.1 .13 2.3.2 ng .13 2.3.3 13 2.4 T 15 GI I THI U HO 3.1 NESTLE U 16 NG S N PH M MILO 16 3.1.1 Nestle .16 3.1.2 Ho .16 3.2 HO U MILO .17 3.2.1 m s m ph m Milo 17 3.2.2 Ho u Milo 18 3.2.3 iv u Milo 19 3.3 HO O HI N T I 19 3.4 20 21 4.1 UV O C A NESTLE IV I 21 4.2 LI A NESTLE VI T NAM N HO 4.2.1 S 22 ng m ki n 22 4.2.2 K t qu 4.3 NT V I HO 4.4 c ph m .23 U T CH CK TH P U 24 C HI N T I .25 iii 4.5 KHO N TH C, K A SO V 4.5.1 ng kh U 26 27 4.5.2 ng v ho ng u 28 4.6 31 NG O 33 5.1 NH NHU C O .33 5.2 NH M O .33 5.3 L A CH 5.4 O 33 NG N I DUNG 5.4.1 N i dung O .34 o 34 5.4.2 o 35 5.5 L A CH 39 5.5.1 L a ch 39 5.5.2 39 5.6 D O .40 5.7 T QU O 43 5.8 L P K HO CH TRI N KHAI C TH 43 5.9 45 5.9.1 thi c a 5.9.2 L .45 46 5.10 47 T LU N 48 6.1 T K T QU .48 6.2 H N CH N NGH 48 6.2.1 H n ch 48 6.2.2 Ki n ngh .49 iv U THAM KH O 50 PH L C .51 PH L C 1: A NESTLE VI T NAM 51 PH L C 2: B SINH TH C PH M 52 PH L C 3: CC HO U 54 PH L C 4: 56 PH L C 5: M T S NH TH HI N S THI U H T KI N TH C U 57 PH L C 6: PHI U TRA V IV I O 58 46 cm n ph m c ph s n ph v c ph m c a ho mr u iv sinh th c ph v s M t x y s c am c ph m c th c ph m ho m c gi c hi n n a, ng ngh a v i gi ti nh c s ng n ng i mua s n ph t t n th 5.9.2 c thi c h ch c m t cu c th o lu m b o Ch ph s t oc ng ban ng chu i cung ng i di n an 47 5.10 o cho v i dung chi ti t v ng, m c l a ch t cho vi u t qu o, k ho ch tri n khai c th c nh ; thi c ng s mang l i nhi u l th c hi n 48 K T LU N 6.1 T K T QU v i k t qu N c tr iv i u: ch th c ph o ki n th n th c s n ph m Tuy th sinh t ng ki n cc ng v n th c t nh m n t ng ki n th C n th t nhi nh c t oh m th y ki n th thi ts c n c K t qu pc n m u qu k pv u, bao g c nhu c u, m nh ng, n xu t ,d t qu k ho ch tri n khai c th tri n khai 6.2 H N CH 6.2.1 N NGH H n ch nh nh c gi i h n v th ch sau: c ng d ct b n nh b t bu u ki n tri ut ng 50% s l H cc a ut ng m i a u ki n tri t so 49 v cl m quan tr ng n i b t nh sinh th c ph m v nh d n, thi t b , d ng c h tr c n thi t; vi c th c hi n pha ch c nh ho ng thi s c kh e - a ts c thu th p t u t i t nh 6.2.2 Ki n ngh n c chu ng th ng nh t c u ti p theo u ng c bi t n i b t, t nh o v an sinh th c ph pc ng o t nh, nh c nh 50 U THAM KH O Ti ng Vi t [1] [2] n Nguy n Ng tb [3] Nguy doanh tb m (2007) Qu n tr c i h c kinh t qu (2001) tb u khoa h c kinh i [4] Tr n Kim Dung (2006) Qu n tr ngu c t b n t ng h p Ti ng Anh [5] Donald, L B., & Tammy J D (2010) The Application Bridge: A Model for Improving Trainee Engagement in the Training Process International Journal of Management, 27(3), 770-785 [6] Maysa F A & Nadia T S (2010) Efficiency of the program of visual training On some visual skills and visual perceptual skills and their relationship to performance level synchronized swimming juniors Procedia Social and Behavioral Sciences 5, 2082 2088 [7] Nestle Vevey (2005) Everyday coaching [8] Nestle Vevey (2011) Wet sampling guideline [9] Nestle Vietnam (2009) Sampling operation [10] Nestle Thailan (2011) Sampling play book Website [11] http://www.mindtools.com/pages/article/newLDR_89.htm 51 PH L C A NESTLE VI T NAM nh c u ng Th c b p ph m Th c ph m y h c S a tr nh B m 52 PH L C B AN SINH TH C PH M P GHI STT - ( 4 4 3 3 53 sinh 3 3 4 5 4 4 100 54 PH L C3 CC TRONG HO U Qu ng c a d Gi i quy nh k ki ng un ic Qu v nh k ho c ti ng cho c u Th c hi c khuy ng n ti p th theo s ng m b o th c hi c Th c hi cc am ph c o ngh nh v mb ov th c hi c ph m c, th c ph m p qu cm t t nh t Th c hi c khuy ng n ti p th theo s m b o th c hi c Th cc am ng 55 nh v mb ov th c hi c ph m c, th c ph m p qu cm t t nh t tc H tr tc ph uc c hi ng t xu t, gi uc Pha ch (Mixing) nh v mb ov th c hi c, th c ph m Pha m c u L ym Qu c ph m im uv ng, ch ki m tra vi sinh ng c t nh p 56 PH L C (Ngu n n i b - WHO code ) 57 PH L C5 M TS S NH TH HI N THI U H T KI N TH C ng ph c pha ch U a m u sau Ch n v Xe ch s ch s ch c Qu ng ly s n ph m c v sinh s ch s trang s c c ti m t ng ph g ng v u n g n qu y 58 PH L C6 (Tr n Kim Dung, 2006) PHI U TRA V C IV Phi O u tra v iv o H Ch c danh/B ph Th t Nh u qu ng nhu c u th c ti n c b c, xin Anh/Ch p theo l i N id Anh (ch Y u STT ch o? Anh (ch ) nh n th ng c a ng v ti n b i gian T t M 59 N id Y u STT Anh (ch c o: c ti n i Chu n b ng pv M hi u qu s d ng th i gian p d n, cu Nh nh h c M hi ng c a gi Kinh nghi m th c t c a gi ch Kh u ng l p a gi n vi c ti p thu cc ah Gi ph i h p t ng d y nh m t ng l p (thuy t gi ng, th o lu t 10 c? th ho ng l p T t M 60 L H : NGUY N TH H : 27/10/1987 a ch H c: 730/28 L ng 09, Qu O - 05 04/2010 ih c H c thu - c 04/2011: H ih p chuy H Khoa: Qu p n tr Kinh doanh - nay: H c ih H Khoa: Qu p n tr Kinh doanh - nay: ty TNHH Nestle Vi t Nam i ... ng s m c u ng dinh t ho c ah (Nestle Thailan, 2011) 3.2 HO 3.2.1 U MILO m s m ph m Milo Milo cu ng, c bi t t i Nestle Milo chi m 33 % doanh thu c a Nestle Vi Milo s a, b n n i b ) c chi t xu... 3.1 NESTLE U 16 NG S N PH M MILO 16 3.1.1 Nestle .16 3.1.2 Ho .16 3.2 HO U MILO .17 3.2.1 m s m ph m Milo 17 3.2.2 Ho u Milo 18 3.2.3 iv u Milo. .. tu Th c u c a tr ch Nestle Milo cung c ng ch t nh kh e ng cho s ilo n 18 S n ph m Milo th c hi nh v s n ph nh c ng tr thao m t nh ng y u t c ( n, 2008) 3.2.2 Ho u Milo Milo u chi m 15% t ng