Đẩy mạnh kinh doanh thiết bị y tế xạ trị của công ty cổ phần thiết bị y tế ung thư

5942 LV ThS DHKTQD •x,-' r , i * - s A) :“4 M; ,i s /% '£a S»SWf W t S p £»»- TRUONG DAI HOC KINH rf Qu6c DAN - DAI HOC KTQD TT THONG TIN TH If VIEN PHONG LUAN AN • TIT LifeU NGUYEN THE VIET * DAY MANH KINH DOANH THIET DI Y TE XA TRI CUA ■ ■ ■ ■ CONG TY CO PHAN THIET DI Y TE UNG THIT CHUYpN NGANH: QUAN TRI KINH DOANH THUONG MAI « t NGU’CH HUdNG DAN KHOA HOC: PGS.TS NGUYfiN THI XUAN HUONG HA NOI - 2011 & LOI CAM DOAN Toi xin cam doan rang: Luan van tot nghiep la hoan toan toi tu nghien cuu de hoan thanh, khong chep Cac so lieu su dung luan van tot nghiep la tai lieu toi thu thap dune hoan toan co nguon goc ro rang, bam sat vdi tinh hinh hoat dong kinh doanh thuc te cua cong ty Co phan Thiet bi Y te Ung thu (Med-aid) Ngay 10 thang 11 nam 2011 Hoc vien thuc hien Nguyen The Viet LOI CAM ON Tac gia xin chan gui lai cam on tai PGS.TS Nguyen Thi Xuan Huong da tan tinh hudng dan, giup da suot qua trinh nghien cuu cho den luan van duac hoan Dong thai, tac gia cung chan gui lai cam an tai cac thay co khoa Thuong mai va Kinh te quoc te cung cac can bo nhan vien lam viec tai cdng ty co phan Thiet bi Y te Ung thu da giup da toi suot qua trinh lain luan van tot nghiep Xin chan cam on! Ngay 10 thang 11 nam 2011 Hoc vien there hien Nguyen The Viet MUC LUC • • DANH SACH TlT VIET TAT DANH MUC BANG BIEU SO DO LOT NOI DAU CHITONG 1: NHU’NG VAN DE CO BAN VE DAY MANH KINH DOANH THIET BI Y TE XA TRI UNG THU 1.1 Dac diem kinh doanh thief bi y te xa tri ung thu1 1.1.1 Thiet bi y te xa tri ung thu va phan loai thiet bi xa tri ung thu 1.1.2 Dac diem kinh doanh thiet bi xa tri ung thu 1.2 Noi dung day manh kinh doanh thiet bi y te xa tri ung thu’ 1.2.1 Day manh kinh doanh thiet bi y te xa tri ung thu ve chat luong 1.2.2 Day manh kinh doanh thiet bi y te xa tri ung thu ve so luong 12 1.3 Nhung nhan to anh huong toi kinh doanh thiet bi y te xa tri ung thu 16 1.3.1 Nhan to tai chinh 16 1.3.2 Nhan td chi phi van chuyen va lap dat 17 1.3.3 Nhan to nguon nhan luc 18 1.3.4 Nhan to van hoa doanh nghiep 18 1.3.5 Nhan to nghien cuu va phat trien 19 1.3.6 Nhan to quan he cua doanh nghiepvdi cac benh vien va Bo Y te 20 1.3.7 Nhan t6 kinh t6 20 1.3.8 Nhan to chinh tri phap luat 22 1.3.9 Nhan to van hoa xa hoi 23 1.3.10 Moi truong canh tranh nganh 23 1.4 Kinh nghiem day manh kinh doanh thiet bi y te xa tri ung thu- cua cong ty Xintech va bai hoc rut cho cac cong ty kinh doanh thiet bi y te xa tri ung thu 24 V4T CHUONG 2: THUC DAY MANH KINH DOANH THIET BI• Y • TRANG • • TE XA TRI UNG THU CUA CONG TY CO PHAN THIET BI Y TE UNG THU ■ 30 2.1 Thuc trang kinh doanh thiet bi xa tri ung thir cua Cong ty Co phan Thiet bi Y te Ung thu 30 2.1.1 Gidi thieu Cong ty 30 2.1.2 Thuc trang kinh doanh thiet bi xa tri ung thu cua Cong ty Co phan Thiet bi Y te Ung thir 33 2.2 Nhung bien phap thuc day kinh doanh ma Cong ty da thuc hien 56 2.2.1 Nhom bien phap day manh kinh doanlt ve chat luong 56 2.2.2 Nhom bien phap day manh kinh doanh ve so luong 59 2.3 Ket qua day manh kinh doanh thiet bi xa tri ung thu cua Cong ty Co phan Thiet bi Y te Ung thu 60 2.3.1 Su gia tang ve so luong tieu thu thiet bi xa tri ung thu 60 2.3.2 Su gia tang ve khach hang cua Cdng ty Co phan Thiet bi Y te Ung thu 61 2.3.3 Su gia tang ve loi nhuan cua Cong ty Co phan Thiet bi Y te Ung thu 62 2.4 Danh gia hoat dong day manh kinh doanh thiet bi xa tri ung thu cua Cong ty co phan Thiet bi Y te Ung thu 64 2.4.1 Diem manh 64 2.4.2 Nhung mat han che 65 CHUONG 3: PHUONG HUONG VA GIAI PHAP DAY MANH KINH DOANH THIET BI Y TE XA TRI CUA CONG TY CO PHAn THIET BI Y TE XA TRI UNG THU 66 3.1 Du bao ve thi truong cung cap thiet bi y te xa tri ung thu va dinh •> /• A huong day manh kinh doanh thiet bi xa tri cua cong ty co phan Thiet bi Y te Ung thu den nam 2015 66 3.1.1 Du bao thi truong cung cap thiet tri y te xa tri ung thu 66 3.1.2 Dinh hudng phat trien va day manh hoat dong kinh doanh thiet bi xa tri cua cong ty co phan Thiet bi Y te Ung thu den nam 2015 69 3.2 w Mot so giai phap nham day manh hoat dong kinh doanh thiet bi xa tri cua cong ty Co phan Thiet bi Y te Ung thu’ 75 3.2.1 Nhom giai phap nham giam chi phi kinh doanh 75 3.2.2 Nhom giai phap nham tang doanh thu 77 3.2.3 Nhom giai phap nham phat trien khach hang muc tieu 85 3.2.4 Nhom giai phap nang cao uy tin cua doanh nghiep 89 3.3 Mot so kien nghi voi nha nude va Bo y te nham tao dieu kien nang cao hoat dong kinh doanh thiet bi y te xa tri 90 3.3.1 Kien nghi doi vdi nha nude 90 3.3.2 Kien nghi doi vdi Bo Y Te 92 KET LUAN 94 TAI LIEU THAM KHAO 95 w DANH SACH IT VIET TAT stt Viet tat Dien giai tieng Anh CT-SIM Computed Tomography Simulator GDP Gross Domestic Product MED-AID Medical Aid Company PET Positron Emission Tomography SPECT WTO Dien gia tieng Viet May chup cat lap co he thong Laser md phdng Tong san pham quoc noi Cong ty co phan thiet bi y te Ung thu May chup cat lap bang burc xa Positron Single Photon Emission Thiet bi chup cat lop vi tinh Computerized Tomography bang buc xa don photon World Trade Organization Td chuc thuang mai the giai vr DANH MUC BANG BIEU SO DO SO DO: Sa 1.1: Luqc kenh phan phoi cua doanh nghiep kinh doanh thiet bi xa tri 13 So 2.1 : Co cau to chiic Cong ty Co Phan Thiet bi Y te Ung thu 31 So 3.1: Hoat dong cho thue may xa tri 84 Sa 3.2: Moi quan he cua benh vien K vai cac to chuc phong chong ung thu 80 BIEU DO: Bieu 2.1: Trinh doi ngu can bo cua Cong ty Co Phan Thiet Bi Y Te Ung Thu 32 Bieu 2.2: Thi phan kinh doanh may gia toe cua cac cong ty tai Viet Nam 37 Bieu 2.3: Thi phan kinh doanh may may PET/CT, CT-SIM cua cac cong ty tai Viet Nam 38 Bieu 2.4: Doanh thu cua Cdng ty Co phan Thiet bi Y te Ung thu qua cac nam 51 Bieu 2.5: Chi phi cua Cong ty Cd phan Thiet bi Y te Ung thu qua cac nam 52 Bieu 2.6: Chi phi cua Cong ty Co phan Thiet bi Y te Ung thu qua cac nam 53 Bieu 2.7: Thi phan kinh doanh may gia toe cua cac cdng ty tai Viet Nam 54 Bieu 2.8: So luong may xa tri ung thu tieu thu qua cac nam 61 Bieu 3.1: Thi phan may gia toe tren thi trudng Viet Nam quy II nam 2011 73 BANG: Bang 2.1: Trinh hoc van cua nhan vien 32 Bang 2.2 : Thi phan may PET/CT, CT-SIM cua cac cdng ty tai Viet Nam .38 Bang 2.3 : Cac Du an Cdng ty da thuc hien qua tung nam 45 Bang 2.4: So luong tieu thu May gia toe LINAX 46 Bang 2.5: So luong tieu thu May CT-SIM 47 Bang 2.6: So luong tieu thu May SPECT 48 Bang 2.7: So luong tieu thu May PET/CT Bang 2.8 : So luong tieu thu May GAMMA KNIFE 49 Bang 2.9 : Doanh thu qua cac nam cua Cong ty Thiet Bi Y Te Ung Thu 50 Bang 2.10: Chi phi qua cac nam cua Cong ty Thiet Bi Y Te Ung Thu 52 Bang 2.11 : Lqi nhuan qua cac nam cua Cong ty Thiet Bi Y Te Ung Thu 53 Bang 2.12 : Thi phan may gia toe cua cac cong ty tai Viet Nam 54 Bang 2.13: So lirgng may xa tri ung thu tieu thu qua tung nam 60 Bang 2.14: So luong khach hang cua cong ty Med-Aid qua tung nam 62 49 Bang 2.14 : So sanh loi nhuan qua cac nam cua Cong ty Thiet Bi Y Te Ung Thu 63 Bang 2.15: Toe tang doanh thu va chi phi cua cong ty Co PHaN Thiet bi Y te Ung thu .62 Bang 3.1: Thong ke so benh nhan moi mac benh ung thu hang nam theo tung mien 67 Bang 3.2: Sd benh nhan ung thu moi hang nam tai Viet Nam du kien can dupe dieu tri b cac co so 68 HINH: Hinh 2.1: May gia toe Primus 40 Hinh 2.2: May chuan doan hinh anh CT-SIM 41 Hinh 2.3: So hoat dong cua CT mo phong 42 Hinh 2.4: May chuan doan hinh anh SPECT 42 Hinh 2.5: Phau thuat u nao bang Gamma Knife 44 81 3.2.2.2 Nang cao nang lire nguon nharMtre quan ly nguon hang thiet bi xa tri va tham gia hoat dong kinh doanh thiet bi xa tri Nguon nhan lire luon la mot yeu to vo cung quan doi vdi moi doanh nghiep Trong mdi trubng canh tranh ngudn nhan lire lai cang co y nghia quan Sir thang hay bai tren thi trubng suy cho cung yeu to ngubi tao nen Trong nhung nam qua, MED-AID luon coi va dat len hang dau yeu to ngubi Tuy nhien vdi moi trubng canh tranh doi hoi MED-AID phai co nhung budc di tich circ hon nua, mot mat nham tao doi ngu lao dong du pham chat, du nang lire de cong hien cho MED-AID, giup MED-AIDD gianh thang loi canh tranh, mat khac thu hut ho b lai, cong hien lau dai vi sir phat trien cua MED-AID De lam duoc dieu nay, MED-AID can chu tdi viec tang cubng cong tac dao tao va xay dung chien luoc phat trien nguon nhan lire phu hop giai doan tiep theo Nhung nam qua, cong tac dao tao va phat trien nguon nhan lure luon da duoc r a MED-AID quan tam va tien hanh thuong xuyen dudi nhieu hinh thuc Trudc tinh hinh thi trubng khong ngirng bien doi xu the canh tranh va hoi nhap, tien bo cua khoa hoc ky thuat va cong nghe nhung nam gan day khien cho cac san pham dieu tri ung thu giam vong dbi va duoc thay doi lien tuc, MED-AID da chu y coi viec on dinh va xay dung doi ngu nhan tai, doi ngu can bo cong nhan vien Dung trudc sir phat trien cua nen kinh te tri thuc vdi trinh khoa hoc cong nghe ky thuat phat trien sue sang tao cua ngubi duoc coi hon bao gib het, canh tranh tren thi trubng suy cho cung la canh tranh nhan tai De dao tao va phat trien ngudn nhan luc du trinh dap ung vdi yeu cau cua canh tranh va hoi nhap, don dau xu hudng phat trien cua thbi dai, MED-AID can thuc hien cac giai phap sau: Thu nhat, dao tao nang cao chat luong ngudn nhan lire : Kinh doanh thiet bi y te dac biet may tri xa ung thu la linh vuc het sue nhay cam boi no lien quan tdi van de sue khoe cong dong va dao due xa hoi xa hoi cung vdi sir dbi hang loat cua cac thiet bi y te may xa tri hien dai se cong ty gan nhu dang giu the doc quyen tren thi trubng vi it doanh nghiep nao dam dau tir kinh doanh nhung thiet bi gia qua ldn se f 82 tac dong manh cung each lam viec va each lam viec cua doanh nghiep Vi vay, tien trinh duoc coi la lien tuc va khong bao gio dut la chien luoc dao tao va phat trien nguon nhan luc, va ngoai viec can ducxc thich ung mot each nang 7 A dong voi nhung thay ddi cua mdi trudng, viec dao tao va phat trien nguon nhan luc phai dupe thuc hien tren co so nhin xa rong de ddi vdi nhung xu hudng cua cdng nghe va dich vu tuong lai, tren co sd lua chon phuong phap dao tao, phat trien thich hop va sau cung rat can thiet la danh gia hieu qua cua dao tao, phat trien Viec dua nhan vien hang nam sang My de tiep can thuc te vdi mdi trudng lam viec canh tranh va ky thuat cao nhu hien cua MED-AID can phat huy, tang ve ca sd luong (so vdi hien ngudi/nam) va chat lupng dao tao ben My cho phu hop mdi trudng tai Viet Nam De xay dung mot doanh nghiep cdng canh tranh, thuc te cho thay truoc tien can cd dpi ngu lao dong cd du trinh chuyen mon, nang luc va nhay ben hon so vdi cac ddi thu canh tranh, giai phap dao tao va phat trien dung hudng, cd chon loc la bien phap tot nhat Trong giai doan truoc mat, MED-AID nen tap trung dao tao nhan vien cd du nghiep vu ve kinh doanh va hieu biet ve mat ky thuat va su dung cac may tri xa de cd the tu van cho khach hang Ben canh do, cung can chuyen each nhin nhan va quan diem ve tiet kiem chi phi lao dong de giam gia thanh, tang hieu qua theo quan diem dau tu vao nguon nhan luc de cd loi the canh tranh, cd loi nhuan va hieu qua cao hon khuyen khich tinh doc lap va sang tao Ddi vdi lao dong ky thuat: Thuong xuyen dao tao va tai dao tao de sdm cap nhat thich ung vdi cac loai hinh cdng nghe mdi, tu lam chu ky thuat va tdi uu hoa su dung cd hieu qua cac chuc nang tien tien cua thiet bi Chuong trinh dao tao can tang them thdi gian thuc hanh, tiep xuc thuc te, bd sung thiet bi thuc hanh mdi, chuong trinh dao tao ddng bo vdi cdng nghe mdi, gan dao tao vdi nhu cau tuyen dung su dung lao dong Vdi lao dong ky thuat can lay nang suat, chat lupng hieu qua lam chuan muc De chuan bi cho giai doan tiep theo thi viec can thiet luc la MED-AID phai tap trung danh gia phan tich dupe thuc trang dpi ngu lao dong ve cac mat 83 trinh do, nang lire, co cau, de co eft sd cho cong tac lap qui hoach va ke hoach dao tao phuc vu cho muc tieu phat trien boi canh canh tranh va hoi nhap Viec danh gia can duoc dua tren co so tieu chuan chuc danh cu the va linh hoat theo ke hoach, quy hoach va yeu cau cua san xuat kinh doanh chu khong chi bang hinh thuc nhan xet ve tu tudng, lap trubng va pham chat dao due hay tieu chuan cap bac don thuan Xay dung chien luoc dao tao va tai dao tao ngudn nhan luc de dap ung kip vdi nhu cau phat trien tung giai doan, phai tap trung theo hudng chuyen mon sau, lau dai tranh manh mun, dan trai va lang phi kinh phi kem hieu qua cung la mot viec can thiet Thu hai, cai each che luong bong va dai ngo : Ddi vdi MED-AID, viec can phai lam tiep theo la cai tien phuang thuc xep luong theo tham nien, dieu da lam anh hudng khong nho tdi dong luc lam viec cua ngudi lao dong, xoa bo che binh quan chu nghia phan phoi thu nhap Trong canh tranh, bat ky mot Cong ty nao (ke ca nude va ngoai nude) bat dau xam nhap thi trubng cung deu thuc hien cuoc chien dau tien la gianh giat ve nhan lire, gianh giat nhung ngubi tai gioi Co nghia la ngubi lao dong se co nhieu hudng lua chon, nhieu su hap dan ve chinh sach luong bong va chinh sach dai ngo tir cac cong ty khac Chinh sach luong bong va che dai ngo la mot dong luc kich thich ngubi lam viec hang hai, nhung dong thbi cung la nguyen nhan gay nen su tri tre, bat man hoac tir bo doanh nghiep Chinh sach luong bong va che dai ngo chi phat huy tot hieu qua don bay thuc su cua no co cac quy che phu hop, linh hoat va dam bao su edng bang MED-AID can bo sung cac quy che luong bong va dai ngo ranh mach hon, cong bang hon tren co sd co su phan biet rd rang: nhan vien lam tot, co nhieu tich va cong hien san xuat kinh doanh se duoc hudng xirng dang va theo muc do; song nguoc lai vdi nhung nhan vien lam viec hieu qua kem, khong hoan tot nhiem vu giao, y lai cung can co nhung bien phap xu ly cung ran hon de lam "dong luc" cho ho cd gang phan dau va nhin nhan lai tinh than, thai va trach nhiem cua minh 84 3.2.2.3 Ket hop vdi cac cdng ty cho tftue tai chinh de phat trien hoat dong kinh doanh may xa tri Gia cua nhung thiet bi xa tri thudng qua lon (1 den trieu USD), doi cac to cac to chuc y te hoac cac benh vien tu co nhu cau so htru may, neu mua thiet bi se anh hudng lon tdi nguon dau vao cua to chuc bdi vay giai phap di thue tai chinh phan nao giup cac to chuc co duoc su dung thiet bi xa tri thdi gian ngan va co thiet co luon quyen sd huu sau khoan hop dong di thue Cac cdng ty tai chinh ban chat la cac to chuc tai chinh phi ngan hang vdi hoat dong theo mo hinh sau trudng hop lay ben cho thue tai san la MED-AID: So- 3.1: Hoat dong cho thue may xa tri (Ngudn: Tac gid tu tdng hap) Trong do: 1- Thoa thuan ve tai san thue: may moc, thiet bi, phuong tien 2- Hop dong cho thue tai chinh 3- Dat mua tai san 4- Giao hang, lap dat, chay thu 5- Thanh toan tien mua hang 6- Thanh toan tien thue tai chinh 85 Chi can ben thue may xa tri co dap urng du cac dieu kien: Cd nang luc phap luat dan su, nang luc hanh vi dan su theo quy dinh cua phap luat, co du an dau tu san xuat, kinh doanh, dich vu su dung may xa tri kha thi va hieu qua, co kha nang tai chinh dam bao toan day du tien thue thdi han da cam ket, thuc hien cac quy dinh ve bao dam tien thue tai chinh, tai thdi diem thue tai chinh, ben thue khong no xau noi bang tai bat cu to chuc tin dung nao, khong no da duoc xu ly rui ro bang nguon von du phdng cua bat ky to chuc tin dung nao dang hach toan ngoai bang, dap ung dieu kien dat coc tdi thieu bang 20% tong gia mua tai san thue, ben thue phai gui bao cao tai chinh va cac thong tin can thiet theo yeu cau cua cdng ty cho thue tai chinh, va thoa thuan lai sua & thdi gian thue la cac to chuc y te cd the sur dung cac thiet bi xa tri Loi ich thiet thuc nhat ma ben thue may xa tri cd duoc la tiep can vdi thiet bi minh can mot each nhanh chong, giam chi phi hoat dong kinh doanh tranh phai tra mot khoan ldn so vdi viec mua may tri gia hang trieu USD, cd dieu kien tiep xuc & bat kip cdng nghe hien dai bdi cac thiet bi cua MED-AID luon dupe nhap khau mdi nguyen chiec tir cdng ty nguon, giam phien thu tuc neu vay tin dung de mua may xa tri va dac biet cd loi vdi ben thue may xa tri cd y dinh gitr lai may sau thdi han cho thue Day la mot nhung gia phap giup MED-AID phat trien nguon khach hang hieu qua ma dupe cac cdng ty cho thue tai chinh ho trp rat nhieu bdi cac cdng ty dang phat trien manh me tai Viet Nam va cd nguon tai chinh khong dam bao va ngoai nudc 3.2.3 Nhom gidi phap nham phat trien khach hang muc tieu 3.2.3.1 Day manh cdng tac dieu tra nghien cuu thi trudng Duy tri to chuc thuong nien cac cuoc hoi thao ma cdng ty da to chuc de gidi thieu san pham mdi va cdng nghe, thong qua hoi thao cdng ty tien hanh thu thap cac du lieu ve nhu cau su dung cua cac benh vien cung nhu chu truong dau tu cua bo Y te cho linh vuc xa tri ung thu Cdng ty cd chien luoc phan loai nhom khach hang tiem nang la Bo Y te, Benh vien tuyen Trung uong, benh vien da khoa tuyen 86 tinh va sau la cac trung tam xa tri tu nHSn De tu co chinh sach tiep can va de nhung hudng rieng de nam bat luong cau cua cac to chuc Ngoai viec nghien cuu thi trudng nudc, can dieu tra tham thi trudng nudc ngoai de cd dinh hudng dau tu nudc ngoai hay thu hut dau tu cua nudc ngoai Can thiet lap cac co sd du lieu ve cac nhom khach hang Nhung du lieu se ho tro rat tot cho MED-AID xac dinh cac loai nhu cau khac cua cac nhom khach hang khac de cd the tim hieu va cung cap cho khach hang cac loai may tri xa vdi gia thich hop nhat Sau co day du cac thong tin can thiet ve cac phan doan thi trudng, tien hanh phan tich tung phan doan thi trudng bang each xem xet co cau va phan cua tung phan doan Mot cong cu rat tien loi dung de phan tich cac phan doan thi trudng la mo hinh theo ly thuyet cua Michael Porter Khi thi trudng canh tranh manh me hon, doanh nghiep se dua vao mo hinh de phan tich tung phan doan thi trudng tren cac khia canh: + Doi thu canh tranh hien tai: xac dinh doi thu canh tranh, xac dinh muc canh tranh ddi vdi tung phan doan thi trudng + Ddi thu canh tranh tiem an: xac dinh xem tuong lai se la doi thu canh tranh tren tung phan doan thi trudng, phan doan thi trudng nao ma ddi thu quan tam nhat dich vu nao se bi canh tranh manh + Cac dich vu thay the: xac dinh kha nang su dung cac phuong thuc truyen thong khac cua tung phan doan + Ap luc tu khach hang: xac dinh mure ap luc doi vdi mdi phan doan thi trudng vi cac doan thi trudng khac cd the tao nen nhung ap luc khac doi vdi nha cung cap dich vu + Ap luc tir nha cung cap: nha cung cap se co quyen luc cao hon neu ho la nha cung cap thiet bi doc quyen, neu tren thi trudng co it nha cung cap thay the ky cac nha cung cap thiet bi doi vdi tung phan doan thi trudng 87 Phan tich sau sac cac phan doanum trudng se giup MED-AID xay dung cac ke hoach chien luoc thich hup doi vdi tung phan doan va tung giai doan cu the, xac dinh phan doan thi trudng nao phu hup vdi muc tieu va nguon luc cua minh Ben canh nghien cuu khach hang, can dac biet quan tam den nghien cuu doi thu canh tranh tren thi trudng Co the to chUc mot doi ngu chuyen trach thuc hien nhiem vu Day la mot nhiem vu vo cung kho khan nen viec thuc hien khong de dang 3.2.3.2 Md rong thi trudng muc tieu Nhu cau ve kham chua benh va su dung may xa tri nhung nam qua phat trien rat nhanh va se tiep tuc tang trudng manh giai doan tdi Doi hoi dat doi vdi MED-AID la phai tiep tuc md rong mang ludi, md rong thi trudng, khong chi dap ung tot cac nhu cau mua va su dung ma phai md them duoc nhieu dich vu mdi, dich vu gia tang gia tri vdi chat luong cao de thoa man nhu cau cang kho tinh cua khach hang MED-AID co toc tang trudng cao on dinh nhung chu yeu mdi tap trung d cac ldn: Ha Noi va Ho Chi Minh De md rong va phat trien thi trudng, MED-AID can thuc hien mot so giai phap cu the sau: Thu nhat, xac dinh dung thi trudng muc tieu: MED-AID can tap trung vao nhung dich vu dap ung luong nhu cau su dung ldn cua khach hang va co kha nang phat trien tuong lai Phat trien thi trudng kinh doanh md! can thuc hien tren co sd nghien cuu ky nhu cau cua tung vung thi trudng va kha nang cung cap tren thi trudng nham chiem linh thi trudng, tao loi the canh tranh Thu hai, doi vdi cac thi trudng da phat trien tuong doi on dinh nhu Ha Noi va Ho Chi Minh, thi cac khac noi co mat dan cu ldn nhu Hai Phong, Hai Duong, Da Nang, Nha Trang noi co muc tap trung dan cu ldn va co nhieu benh vien cap tinh, trung uong chinh la thi trudng ma MED-AID hudng tdi Ngoai hudng tdi md rong viec kinh doanh sang cac nudc lang gieng Viet Nam cung day tiem nang nhu Lao, Campuchia Thu ba, doi mdi cong tac gia san pham: la yeu to tac dong truc tiep tdi kha nang tieu dung san pham, phan ldn cac thiet bi may moc deu la may mdi 100% duoc nhap tu nudc ngoai nen gia san pham rat ldn tu trieu USD-2 trieu 88 USD vi vay can dieu chinh de tim muc gia toi uu la muc gia co the khai thac toi da nhu cau thi trudng va dat duoc cac muc tieu cua MED-AID dat Gia cua may tri xa khong chi la van de cua doanh nghiep ma la van de cua toan xa hoi, bdi no lien quan true tiep tdi vien phi ma cac benh nhan phai chi tra cho qua trinh dieu tri hay kham benh ung thu Gia phai dam bao can ddi giua hai muc tieu kinh doanh va phuc vu cdng ich Xay dung chinh sach gia may tri xa phai chu y den cac van de sau: anh hudng cua gia cac yeu to dau vao, cua tien bo khoa hoc cdng nghe va quan he cung cau tren thi trudng den gia, nhung tac dong cua tinh hinh canh tranh tren thi trudng va ngoai nudc, cua xu hudng bien dong gia the gidi den gia nudc hien nay, phan tich va du bao co cau, nhu cau su dung cho tung loai loai may tri xa, phu hop vdi cac chinh sach kinh te xa hoi cua Nha nudc, phu hop vdi muc tieu phdng chong ung thu cua Bo y te tung giai doan va mdi nhat la muc tieu 2009-2020 24/11/2009 va nhiem vu phat trien cua MED-AID tung giai doan, phu hop vdi mat bang gia chung nudc va quoc te, phu hop vdi kha nang toan cua ngudi tieu dung va khuyen khich canh tranh lanh manh Ddi vdi nhung khach hang cd nhu cau su dung ldn (chu yeu la cac benh vien tuyen Trung uong) va khach hang thudng xuyen nen cd chinh sach ban hang hop ly r •> A de khuyen khich tang nhu cau cua ho Mat khac, chi phi de thu hut va giu khach hang lai cd xu hudng tang len chi phi quang cao va chi phi tan dung long tin cua khach hang tang len Chinh vi vay, MED-AID can tan dung loi the cua ngudi di trudc de bat dau cd canh tranh ve chat luong san pham, cac dich vu truoc va sau ban de tri vi the von cd cua minh tren thi trudng Xay dung cac ke hoach gia san pham khac cho cac nhom khach hang: De thu hut dupe cang a A A ' nhieu khach hang tiem nang, cung vdi viec nghien cuu va xay dung cac ke hoach gia nhieu muc cudc khac cho nhieu phan doan thi trudng MED-AID cung cd the nghien cuu ap dung cac chinh sach dinh gia ma cd the ap dung: + Chinh sach dinh gia thap: La chinh sach dinh gia thap hon gia thi trudng nham mang lai loi ich lau dai, de thu hut ngudi tieu dung ve phia minh, danh cac doi thu canh tranh hoac tri san xuat chd thdi co 89 + Chinh sach dinh gia ngang thi truing: La chinh sach dinh gia vdi gia ban san pham xung quanh muc gia ban tren thi trudng ap dung thi trudng cua doanh nghiep la thi trudng canh tranh hoan hao + Chinh sach dinh gia cao: La chinh sach dinh gia vdi gia ban san pham cao hon muc gia tren thi trudng nham thu hut mot bo phan khach hang cao cap (ap dung bien vdi cac doanh nghiep san xuat nam doc quyen ve mat ky thuat, cong nghe hoac san pham doi vdi thi trudng va san pham co suc thu hut manh vdi ngudi tieu dung) + Chinh sach dinh gia phan biet: Day la chinh sach dinh gia ma cac nha kinh doanh san pham dich vu thudng ap dung Cung vdi mot san pham nhung lai ban vdi nhieu muc gia khac va duoc phan biet vdi cac tieu thuc khac nhu: Phan biet theo luong mua: Ngudi mua nhieu phai duoc hudng chinh sach uu dai hon so vdi ngudi mua it Phan biet theo chat luong san pham: Gia ban se phu thuoc vao chat luong san pham la loai nao (loai 1, loai ) Neu san pham loai tot hon loai th! gia ban san pham loai se cao hon 3.2.4 Nhom gidi phap nang cao uy tin cua doanh nghiep 3.2.4.1 Da dang cac dich vu cham soc khach hang muc tieu Xay dung quy trinh, quy dinh cham soc khach hang thong nhat tren toan he thong MED-AID, xac dinh ro trach nhiem cua tung bo phan Tang cudng cong tac thong tin va ho tro su dung dich vu cho khach hang (cac benh vien), Viec thong tin va ho tro dich vu tot dong nghia vdi viec giam thieu nhung phan nan va thac mac khong dang co tu phia khach hang (cac benh vien), dong thdi giup khach hang hieu lua chon MED-AID la su lua chon thong minh thay vi mat thdi gian tim hieu cac cong ty khac va tim kiem cong ty co kha nang cung cap thiet bi tot ma gia hop ly Ben canh de phat trien kinh doanh phai bat nguon tu chinh viec xay dung hinh anh thuong hieu cua doanh nghiep, de MED-AID co the dung vung tren thi trudng may xa tri thi dinh vi thuong hieu la dieu ma MED-AID can dat len hang dau bang nhung chien luoc Marketing bai ban Mot nhung chien luoc xay dung hinh anh MED-AID hieu qua la tham gia vao cac chuong trinh phdng chong 90 ung thu quoc gia, hay phat dong nhung chuong trinh tuyen truyen phong chong ung thu Nhu 16/10, tai Cung van hoa Lao dong Huu nghi Viet - Xo, Ha Noi, Benh vien K, Chuang trinh Muc tieu quoc gia Phdng chong Ung thu ket hop vdi To chuc Y te the gidi va Td chuc Nhip cau Y te Canada da td chuc le phat dong chuong trinh tuyen truyen phong chong ung thu d phu nu- day chinh la co hoi khang dinh ten tuoi MED-AID 3.2.4.2 Nang cao chat luong dich vu, bao hanh bao ducmg Ngoai viec giup khach hang van chuyen tat ca cac don hang, cong ty can trien khai nhanh chong he thong bao hanh cho khach hang, lien ket dich vu bao hang tot nhat tu nha san xuat Cong ty can thiet lap cac dudng day nong nham tu van, dap ung cac yeu cau thong tin cung nhu kien nghi, gop y xay dung cua khach hang nham bo sung sua doi cac mat yeu kem Viec ho tro co the thuc hien theo cac each sau: - Ho tro ky thuat: Tat ca cac thong sd ky thuat ve may xa tri cung nhu each su dung thiet bi cho dung each hieu qua - Ho tro ve mat thong tin: giai dap tat ca cac thac mac khieu nai ve may xa tri cho khach hang, bao dudng bao hanh theo dinh ky va theo yeu cau cua khach hang Xay dung he thong quan ly quan he khach hang lien ket giua cac trung tam dich vu khach hang va he thong co sd du lieu ve khach hang Trong he thong nay, khach hang dong vai tro trung tam va moi nd luc ve dich vu va ban hang cua doanh nghiep la dua vao he thong nham muc tieu thoa man tdi da cac nhu cau cua khach hang, gia tang long trung va gia tang doanh thu r r cao hoat dong kinh doanh thiet bi y te xa tri • • CT •