Đẩy mạnh tiêu thụ thực phẩm của các doanh nghiệp thuộc tập đoàn kinh đô đến năm 2015

TRUONG DAI KINH TE QUOC DAN ■ HOC ■ KEofiJcaca1 DAI HOC KTQD TT THONG TIN THW VIEN PHONG LUAN AN - TU LIEU VU MANH HUNG DAY MANH T1EU THU THUC PHAM CUA CAC DOANH NGHIEP ■ ■ 41 _ M ■ M ■ JI W THUOC TAP DOAN KINH DO DEN NAM 2015 ■ ■ CHUYfiN NGANH: QUAN TRI KINH DOANH THVONG MAI HAN VAN THAC Si QUAN TRI KINH DOANH TUS-hTt/f NgUdi htfdng dan khoa hoc: GS.TS DANG BiNH DAO HA MOI • ,7 MAM 2010 LCH CAM DOAN Toi xin cam doan luan van la cong trinh nghien cuu cua rieng ban than toi Cac so lieu sir dung phan tich luan van co nguon goc ro rang va da dupe cong bo theo dung quy dinh Cac ket qua nghien cuu luan van la tac gia tu tim hieu, phan tich mot each trung thuc, khach quan va phu hop vdi thuc tl Tac gia Vu Manh Hung MVC LUC Trang DANH MUC TIT VIET TAT DANH MVC BANG BIEU SO DO TOM TAT LUAN VAN LOT MO DAU CHUONG 1: NHtrNG VAN DE CO BAN VE TIEU THV SAN PHAM CUA CAC DOANH NGHIEP TRONG CO CHE THI TRUING 1.1 Khai quat ve tieu thu san pham cua cac doanh nghiep 1.1.1 Ban chat cua tieu thu san pham 1.1.2 Vai tro cua tieu thu san pham 1.2 Dac diem va phan loai thuc pham cua cac doanh nghiep san xuat kinh doanh hien tren thi tru’d’ng 1.2.1 Dac diem 1.2.1.1 Thanh phan hoa hoc cua hang thuc pham 1.2.1.2 Gid tri sic dung cita hang thuc pham 11 1.2.1.3 Su bien doi cua hang thuc pham 12 1.2.2 Phan loai thuc pham 13 1.3 Noi dung hoat dong tieu thu thuc pham cua cac doanh nghiep san xuat kinh doanh 16 1.3.1 Hoat dong tieu thu du&i goc nghiep vu ky thuat san xuat 16 1.3.1.1 Tiep nhan pham 16 1.3.1.2 Phan loai va bao goi 16 1.3.1.3 Len nhan hieu san pham 17 1.3.1.4 Thu gom va ghep dong bo san pham 18 1.3.1.5 Van chuyen san pham va xep da hang tra lai 19 1.3.1.6 Kho hang va luu kho 20 1.3.2 Hoat dong tieu thu dudi goc nghiep vu to chirc quan ly kinh te 21 1.3.2.1 Nghien cuu thi truang, dinh hucmg tieu thu 21 1.3.2.2 Lap ke hoach tieu thu 23 1.3.2.3 Lua chon hinh thuc tieu thu san pham 23 1.3.2.4 To chuc cac hoat dong xuc tien, yem trq cho cdng tac ban hang 24 1.3.2.5 To chuc hoat dong ban hang .25 1.3.2.6 Cong tac thong ke, ke toan pham .26 1.3.2.7 Phan tich, danh gid hieu qua hoat dong tieu thu 27 1.4 Cac nhan to anh hirong den tieu thu thuc pham cua cac doanh nghiep noi chung va cac doanh nghiep thuoc tap doan Kinh Do noi rieng 28 1.4.1 Cac nhan to anh hudng chung 28 1.4.1.1 Cac nhan to moi truang vi mo: 28 1.4.1.2 Cac nhan to moi truang nganh thuc pham: 32 1.4.2 Cac nhan to anh hudng rieng den tieu thu thuc pham cua cac doanh nghiep thuoc Tap doan Kinh Do 36 1.5 Kinh nghiem to chirc va quan ly tieu thu san pham cua mot so doanh nghiep nuvc va tren the giffi 43 1.5.1 Cdng ty Co phan Bibica 43 1.5.2 Tong Cdng ty Cd phan Sira Viet Nam (Vinamilk) 45 1.5.3 Nestle 46 1.5.4 Kraft i 47 CHUONG 2: PHAN TICH THl/C TRANG TIEU THV THUC PHAM CUA CAC DOANH NGHIEP THUQC TAP DOAN KINH DO 50 2.1 Khai quat dac diem kinh te ky thuat cua doanh nghiep anh huong den hoat dong tieu thu 50 2.1.1 Dac diem san pham cua cac doanh nghiep thuoc tap doan Kinh Do 50 2.1.2 Ve cdng nghe san xuat cua cac doanh nghiep thuoc tap doan Kinh Do 51 2.1.3 Von cho san xuat cua cac doanh nghiep thuoc tap doan Kinh Do 54 2.1.4 Nguon nhan luc cua cac doanh nghiep thuoc tap doan Kinh Do 55 2.1.5 Thi trudmg tieu thu san pham cua cac doanh nghiep thudc tap doan Kinh Dd 56 2.2 Phan tich thu*c trang tieu thu thuc pham cua cac doanh nghiep thuoc Tap doan Kinh Do 56 2.2.1 Thuc trang tieu thu chung cua cac doanh nghiep thudc Tap doan 56 2.2.1.1 Thuc trang hoat dong tieu thu san pham gan vdi nghiep vu ky thuat san xuat 56 r r 2.2.1.2 Thuc trang tieu thu gan vai nghiep vu to chuc quan ly kinh te 61 2.2.2 Thuc trang tieu thu tai cac doanh nghiep 70 2.2.2.1 Cong ty Cd phan Kinh Dd 70 2.2.2.2 Cong ty Cdphan Che bien Luang thuc Kinh Dd Mien Bae 74 2.2.2.3 Cong ty Cd phan Thuc pham Kinh Dd Sai Gon 77 2.2.2.4 Cong ty Cd Phan Vinabico 79 2.2.2.5 Cong ty Cd phan Kido 81 2.3 Danh gia thuc trang tieu thu san pham cua cac doanh nghiep thuoc Tap doan Kinh Do 83 2.3.1 Ve goc nghiep vu ky thuat san xuat 83 2.3.2 Ve goc nghiep vu quan ly to chuc quan ly kinh te 86 CHVONG 3: PHUONG HUONG VA GIAI PHAP DAY MANH TIEU THU IHIJC PHAM CLIA CAC DOANH NGHIEP THUQC TAP DOAN KINH DO 91 3.1 Dinh huong phat trien nganh san xuat va che bien thuc pham den nam 2015 91 3.2 Muc tieu va phircmg hutfng phat trien cua cac doanh nghiep thuoc Tap doan Kinh Do den nam 2015 93 3.2.1 Muc tieu phat trien 93 3.2.2 Phuang hudng phat trien 95 3.3 Phinmg hu't'rng day manh tieu thu thyc pham 97 3.4 Giai phap day manh tieu thu thuc pham cua cac doanh nghiep thuoc Tap doan Kinh Do 100 3.4.1 Giaiphap lien quan den nghiep vu ky thuat san xuat 100 3.4.1.1 Tiep nhan pham 100 3.4.1.2 Bao goi san pham 101 3.4.1.3 Len nhan hieu san pham 103 3.4.1.4 Bao quan, xep da hang hoa 104 3.4.1.5 An toan ve sinh lao dong 105 3.4.2 Giai phap lien quan den nghiep vu to chuc quan ly kinh te 107 3.4.2.1 Nghien cuu thi truang 107 3.4.2.2 Lap ke hoach, chinh sach tieu thu 110 3.4.2.3 Day manh hop tac nghien cuu va phat trien san pham 112 3.4.2.4 Day manh hoat dong phan phoi 113 3.4.2.5 To chuc cac hoat dong xuc tien, yem tra ban hang 116 3.4.2.6 Day manh hoat dong xuat khau 119 3.4.2.7 To chuc luc luang ban hang 120 3.4.2.8 Day manh dao tao, huan luyen luc luang ban hang va marketing 122 3.4.3 Giaiphap logistics tieu thu thucpham cua cac doanh nghiep thuoc tap doan Kinh Do 123 r 3.4.3.1 Nang cao chat luang cac dich vu khach hang vaxit ly dan hang 123 3.4.3.2 Van chuyen hang hoa 124 3.4.3.3 Du trie hang hoa 125 3.5 Tao lap moi tru’d’ng va dieu kien de thuc hien cac giai phap nham day manh tieu thu thuc pham cua cac doanh nghiep thuoc Tap doan Kinh Do 126 3.5.1 Dieu kien thuc hien cua doanh nghiep 126 3.5.2 Tao lap moi truong kinh doanh 127 KET LUAN 129 TAI LIEU THAM KHAO 130 DANH MVC Tl VIET TAT AFTA Khu vuc mau dich tu Dong Nam A ASEAN Hiep hgi cac quoc gia Dong Nam A ATVSLD An toan Ve sinh lao dong BMI Business Monitor International - To chuc Giam sat doanh nghiep quoc te CP Co phan EOQ Economic Order Quantity - Quy mo 16 hang toi uu ERP Enterprise Resource Planning - He quan tri doanh nghiep tich hop GT General Trade - Kenh ban hang truyen thong HDQT Hoi Dong Quan Tri KDC Cong ty Co phan Kinh Do KHDT Ke hoach Dau tu Kido Cong ty Co phan Kem Kido KPI Key Performance Indicator - Chi so danh gia thuc hien cong viec MT Modem Trade - Kenh ban hang sieu thi NKD Cong ty Co phan Che bien Thuc pham Kinh Do Mien Bac R&D SAP Nghien cuu va Phat trien Systems, Applications and Products data in process - Phan mem quan ly du lieu SBU Strategy Business Unit - Don vi kinh doanh chidn luge TNS Cong ty Nghien cuu thi truong TNS VCCI Phong Cong nghiep va Thuong Mai Viet Nam Vinabico Cong ty Cd phan Vinabico VSATTP Ve sinh An toan thuc pham WTO To chuc Thuong mai The gidi DANH MVC BANG, BIEU, SO DO Trang Bang 2.1: Bang co" cau san pham theo thi truerng san pham 63 Bang 2.2: Ty trQng cac yeu to cau gia san pham cua KDC 64 Bang 2.3: Bang tong hop doanh thu tieu thu Tap doan Kinh Do 68 Bang 2.4: Bang doanh thu, loi nhuan qua cac nam cua KDC 71 Bang 2.5: Cer cau san pham tieu thu nam 2009 cua KDC 71 Bang 2.6: Doanh thu tieu thu theo khu vyc thi truerng KDC 73 Bang 2.7: Doanh thu tieu thu cac nam cua NKD 74 Bang 2.8: Doanh thu tieu thu theo kenh phan phoi nam 2009 cua NKD .76 Bang 2.9: Cer cau tieu thu theo khu vyc thi truerng kenh GT cua NKD 2009 77 Bang 2.10: Bang doanh thu tieu thu theo nhom hang cua Cong ty CP Thu*c pham Kinh Do Sai Gon nam 2006-2010 (KH) 78 Bang 2.11: Bang doanh thu Vinabico 80 Bang 2.12: Bang doanh thu theo co' cau nhom hang Vinabico 80 Bang 2.13: Doanh thu tieu thu Kido 82 Bang 3.1: Ke hoach doanh thu den nam 2015 94 Bieu 2.1: Bieu tang truerng doanh thu tieu thu cua Tap doan Kinh Do 69 Bieu 2.2: Cer cau tieu thu theo thj trircmg KDC nam 2009 73 Bieu 2.3: Bieu doanh thu va loi nhuan NKD 74 Bieu 2.4: Cer cau tieu thu NKD nam 2009 75 Bieu 2.5: Bieu co" cau tieu thu Cong ty CP Thu-c pham Kinh Do 2009 79 Bieu 2.6: Bieu ty trQng doanh thu nhom hang Vinabico nam 2009 81 Bieu 2.7: Bieu tang trirerng cua Kido 82 Bieu 2.8: Cer cau tieu thu kem theo thi truerng cua Kido 83 So 2.1: Quy trinh san xuat banh 53 So 2.2: Quy trinh san xuat keo 53 Stf 2.3: Quy trinh san xuat kem lanh .53 Str 2.4: Quy trinh baocao thi triroug 67 120 huang tdi la xuat khau true tiep, bdi vdi hinh thuc doanh nghiep cd the chu dong ve thi trudng va thudng dem lai lai nhuan cao han Thi trudng xuat khau ma cac doanh nghiep can hudng den la cac thi trudng “kho tinh” nhu Nhat Ban, Hoa Ky, Phap, Han Quoc ben canh nhung thi trudng von da cd kim ngach xuat khau cao tu trudc den nhu Campuchia, Trung Quoc, Thai Lan Khi san pham da duoc khang dinh tren cac thi trudng tren thi se de dang xam nhap vao cac thi trudng khac Doi vdi cac thi trudng nay, cac doanh nghiep can luu y den chat luong, mau ma san pham, dac biet la tinh khac biet ve chung loai va huang vi san pham Mot van de khan thiet hien la cac doanh nghiep can lap bo phan chuyen trach phu trach cdng tac xuat khau Tru KDC vdi Phong Xuat khau hoat dong tuong doi chuyen nghiep, cac doanh nghiep khac hoac chua cd phdng chuyen trach hoac cd lap nhung hoat dong khong hieu qua Chuc nang cua phdng xuat khau can doc lap vdi phdng Kinh doanh hay phong Ban hang nudc Ben canh do, viec dao tao nang cao trinh nghiep vu xuat khau cho cac can bo chuyen trach cung rat quan trong, dac biet la trinh ngoai ngu Cac doanh nghiep cung cd the tuyen mdi cac can bo tu ben ngoai cd nang luc, kinh nghiem va trinh ngoai ngu tot de phuc vu cho cdng tac tieu thu quan 3.4.2.7 To chuc luc luong ban hang Luc luong ban hang d day chu yeu la cac nhan vien ban hang, nhan vien tiep thi va giam sat ban hang Co che quan ly nhan vien cua cac doanh nghiep kha long leo, mdi quan he thieu tinh chat che Che thu lao va muc dong vien to chuc ban hang la van de mau chot de xay dung mot luc luong ban hang manh Cac doanh nghiep cua Kinh Do hien la mot nhung sd it doanh nghiep hang tieu dung dang ap dung che thu lao cho nhan vien ban hang la ca nha phan phoi va doanh nghiep cung tra luong Co che du cd nhung loi ich nhat dinh song boc lo nhieu bat cap Du luc luong ban hang la nhan vien true thuoc doanh nghiep, nhung ban than nhan vien ban hang se thuoc su quan ly cua ca nha 121 phan phoi va doanh nghiep Dieu dan den sir chong cheo quan ly va mau thuan ve quyen loi giua nhan vien, nha phan phoi va doanh nghiep Ban than nhan vien ban hang se khong biet phai phuc vu cho loi ich cua ben nao la chinh, ben nao la phu co nhung mau thuan hop tac phat sinh Trong co che nay, ro rang su gan bo giua nhan vien ban hang va doanh nghiep la thap va tinh trung kem Rat nhieu doanh nghiep hang tieu dung, dac biet la cac doanh nghiep thuc pham dang ap dung co che quan ly nhan vien doc lap, tuc la nhan vien ban hang thuoc su quan ly cua doanh nghiep, phuc vu lqi ich cua doanh nghiep va dupe doanh nghiep tra luong 100% Co che da phat huy tac dung rat cao nhung doanh nghiep ke tu md hinh nha phan phoi duqc ap dung thay the cho md hinh dai ly cu truoc day Khi xay dung co che luong thudng cho nhan vien, cac doanh nghiep cung can tao su linh hoat cho cac chi nhanh, tuc trao them quyen chu dong quyet dinh luong thudng cho lanh dao cac chi nhanh dd Dieu hoan toan phu hqp vi moi khu vuc thi trudng cd nhung dac thu tieu thu khac nhau, muc song khac nhau, chi phi hoat dong cung khac Su chu dong cua cac chi nhanh van phai nam khung ty le phan tram nhat dinh don gia tien luong/doanh thu, dd quy dinh ca ty le thudng khuyen khich hoan dat va vuqt muc ke hoach Viec xay dung quy luong ban hang theo doanh thu can duqc nghien cuu ky luong mdi quan he vdri chi phi ban hang chung, cho vua dam bao duqc muc tieu tieu thu vua dam bao duqc muc tieu chung cua toan doanh nghiep Trong qua trinh xay dung va hoan thien co che luong thuong can can ddi giua luong thudng cua cac cap quan ly va nhan vien ban hang, dam bao su hai hoa giua luong thudng cua ca he thong ban hang, tranh trudng hqp co su phan biet qua ldn giua cac cap quan ly va nhan vien vi dieu se tao suy nghi thieu tinh cong bang che dai ngo cua doanh nghiep Trong co cau to chuc quan ly ban hang can dam bao tinh khoa hoc, tiet kiem nhung hieu qua Truoc het la co cau giam sat ban hang, moi giam sat phu trach tir 1- nha phan phoi nhung tot nhat chi nen phu trach mot nha phan phoi de dam bao 122 tinh sau sat vdi thi trudng Mdi nha phan phoi nen tri so luong nhan vien tu 5-7 ngudi de thuan tien cong tac quan ly va phu hop vdi quy md cua mot nha phan phoi Neu thap hon hoac cao hon se cd the dan den hoat dong kem hieu qua, tat nhien so luong nhan vien phu thuoc va quy md thi trudng ma nha phan phoi dd quan ly nhung neu thi trudng quy md ldn cd the tach va md them nha phan phoi va nguoc lai neu quy md thi trudng nhd cd the gop hay hop nhat nha phan phoi Doi vdi nhung mat hang cd tinh thdi vu cao nhu banh trung thu hay banh keo hop Tet, nganh hang Do do, cac chi nhanh can linh dong trien khai cho cac nhan vien ban hang ldng cot lam them gid hoac lam vao nghi vdi co che thu lao thoa dang Cong tac thuc hien bao cao thi trudng, dac biet la bao cao doanh thu can duqc thuc hien nghiem chinh theo tung ngay, tung tuan va tung thang doi vdi tung nhan vien ban hang Day la cong viec quan can duqc thuc hien mot each chuyen nghiep hon theo hudng giam thdi gian thuc hien bao cao cho nhan vien va tang tinh huu ich cua cac thong tin duqc bao cao Ket qua bao cao can duqc tap hop va gui cho cac cap quan ly ban hang ngay, muon nhat sang horn sau, cac giam doc ban hang phai biet duqc so lieu tong hop thuc hien cua horn trudc tren thi trudng toan quoc 3.4.2.8 Day manh dao tao, huan luyen luc luqng ban hang va marketing Luc luqng long cot giup day manh tieu thu la doi ngu ban hang, nhan vien thi trudng, nhan vien tiep thi va cac cap quan ly lien quan Doi ngu can duqc dao tao va huan luyen thudng xuyen theo dinh ky ben canh viec dao tao va huan luyen dau vao Trong mdi khoa dao tao doanh nghiep can dat cac muc tieu can dat duqc va dua cac chi tieu nham danh gia kdt qua dao tao Cac yeu cdu ve dao tao can cu the doi vdi tung bo phan ban hang hay nhan vien thi trudng cung nhu cac cap quan ly lien quan nhu giam sat ban hang, giam ddc quan ly khu vuc, giam doc mien Nhan vien ban hang can nam duqc cac ky nang chao hang, gidi thieu san pham, tarn ly khach hang, nghe thuat tiep xuc, tao an tuqng Nhan vien thi trudng 123 can nam chac cac kien thuc marketing co ky nang thu thap va xu ly thong tin thi truong Cac khoa dao tao, huan luyen can duorc to chuc tap trung va ngan ngay, nhien cung co the to chuc phan tan tai tung khu vuc thi truong nhung van dam bao ngan quy cho hoat dong Trong nhung khoa huan luyen co the moi chuyen gia thi truong ben ngoai, cac can bo cap cao cua cac doanh nghiep ldn, nhung can bo tieu bieu xuat sac cua doanh nghiep hoac chinh cac lanh dao cua bo phan ban hang De dat hieu qua cao cac khoa huan luyen cung can lua chon cac phuong phap su pham hop ly vdi tung noi dung va doi tupng tiep nhan, thong thudng can van dung da dang cac phuong phap de tranh su nham chan cho ngudi nghe 3.4.3 Gidi phap logistics tieu thu thuc pham cua cac doanh nghiep thuoc tap doan Kinh Dd r 3.4.3.1 Nang cao chat lupng cac dich vu khach hang va xu ly don hang Quan diem logistics cho rang dich vu khach hang lien quan tdi cac hoat dong lam gia tang gia tri chuoi cung ung Chat lupng dich vu khach hang trade het dupe cau bdi tinh da dang ve chung loai va luon san cd Hang hoa dupe cung ung dung ve so lupng, co cau va chat lupng la yeu cau dau tien cua dich vu logistics Nhung hang hoa mang tinh chat chu dao cua cac doanh nghiep nhu banh bong lan, banh my doi vdi KDC va NKD, banh tuoi doi vdi bakery, kem que merino doi vdi Kido, banh Stick- Pilu doi vdi Vinabico luon phai cd du hang du tru kho De dam bao dupe tinh chat cua dich vu cac doanh nghiep can uu tien dau tu cho du tru Thu hai la muc tin cay giao hang, tuc la viec dam bao giao hang thudng xuyen, on dinh, it giao dong ve thdi gian, chung loai, chat lupng hang hoa, khong cd sai sot qua trinh giao nhan Vdi nganh hang cd nhieu chung loai nhu banh keo, viec cd sai sot hoac nham lan giao hang la rat de xay Neu tinh trang xay thudng xuyen se dan den viec mat khach hang 124 Thu ba la tinh linh hoat cung cap dich vu logistics Nhu cau cua khach hang la lien tuc thay doi ddi hoi doanh nghiep phai nhan dien duoc nhung yeu cau ve quy md, chung loai hang hoa Mdi quy dinh tieu thu can cd nhung khoang de xu ly va quyet dinh cd nhung yeu cau thay ddi cua khach hang Ben canh do, nhung thong tin ve doanh nghiep, san pham, thi trudng cac doanh nghiep cung can cung cap thudng xuyen cho khach hang qua trinh cung cap dich vu Xu ly don hang bao gom cac hoat dong nhu chuan bi don hang, truyen tin ve don hang, tiep nhan don hang, dap ung don hang va thong bao ve tinh trang don hang Yeu cau quan cua nghiep vu la thdi gian dap ung don hang Thong thudng cac khach hang deu muon dupe nhan hang mot each nhanh chong va thuan tien De dap ung dupe nhu cau dd cua khach hang, cac doanh nghiep phai luu y den thdi gian tap hop don hang, chuan bi hang hoa kho, han che tdi da viec thieu hang du tru dan den viec mat thdi gian chd dpi Tinh chinh xac viec xu ly don hang se dam bao cho khach hang nhan dupe dung loai hang hoa, dung thdi gian va dia diem yeu cau Viec thiet lap cac kho trung chuyen cung se rut ngan quang dudng va thdi gian cung cap Cac doanh nghiep muon rut ngan thdi gian xu ly don hang can tap trung vao hai nhdm thdi gian quan la thdi gian dap ung ve thong tin va thdi gian dap ung ve khia canh vat chat Don hang thudng di qua nhieu bo phan, nhieu khau nhu kho, xudng san xuat, dpi van tai, ke toan va dupe xu ly nhieu du lieu lien quan, vi vay ky nang xu ly thong tin tai cac bo phan se anh hudng den chu ky xu ly don hang Ve khia canh vat chat, cac tac nghiep viec gom, ghep, chat xep, van chuyen can co quy trinh to chuc hop ly, dung quy mo, co cau don hang de rut ngan thdi gian xu ly don hang 3.4.3.2 Van chuyen hang hoa Van chuyen hang hoa thuc hien hai nhiem vu quan trong logistics doanh nghiep la nang cao chat lupng dich vu logistics va giam tong chi phi cua toan bo he thong Van chuyen dong gop mot phan vao gia tri gia tang cho san pham 125 cua doanh nghiep Hai yeu cau quan nhat cua van chuyen la thdi gian va dia diem Cac doanh nghiep can lua chon phuong tien van chuyen va cach to chuc van chuyen phu hop voi tuyen dudng va vdi tung loai hang hoa khac Han che toi da viec van chuyen cham tre hoac den vao nhung thdi diem khong thich hop cho khac hang, dieu vua gay phien phuc cho khach hang, vua lam tang chi phi du tru cua doanh nghiep Hien toan bo cac doanh nghiep cua Kinh Do da co he thong xe tai van chuyen rieng Tuy nhien, doi xe chi duoc dau tu de phuc vu nhu cau van chuyen toi thieu nam tai cac doanh nghiep nham tiet kiem chi phi tai nhung thdi ky thap diem tieu thu Nhung thdi ky cao diem tieu thu, cac doanh nghiep van phai thue van tai tu ben ngoai Cach lam giai quyet tot nhiem vu giam chi phi cua doanh nghiep nhung lai giam chat luong dich vu logistics bdi thue cac doanh nghiep van tai, cac doanh nghiep tap doan se mat di tinh chu dong van chuyen, dac biet tai nhung thdi diem nhu cau van tai cao, cac doanh nghiep van tai cung kho dap ung duoc het nhu cau cua ben gui hang Do do, cac doanh nghiep Kinh Do can co mot co che hop tac dac biet vdi mot so doanh nghiep van tai cho dap ung tot nhat chat luong dich vu van chuyen cho khach hang du la su dung phuong tien van tai cua ben nao Ben canh phuong tien van tai la o to, cac doanh nghiep co the su dung them phuong tien la tau bien va tau hoa doi vdi nhung chuyen hang tu mien Nam mien Bac hoac nguoc lai Nhung phuong tien van tai se ap dung doi vdi nhung mat hang khong doi hoi gap ve thdi gian, thuong la nhung mat hang co nhu cau tieu thu deu dan quanh nam Chi phi van tai se thap hon nhieu so vdi o to 3.4.3.3 Dir ttrr hang hoa Du tru la hoat dong tat yeu cua doanh nghiep su chenh lech ve khong gian va thdi gian giua san xuat va tieu dung, dieu kien dia ly, tu nhien, hau Du tru giup hang hoa co the van dong nhip nhang va thong suot dam bao du ve so luong va co cau tieu thu 126 Cung nhu hoat dong du tru nhieu loai hang hoa khac, du tru banh keo cung can phai dam bao hai nhiem vu la chat luong dich vu khach hang va giam chi phi Qua do, de tang chat luong dich vu cua du tru, cac doanh nghiep can quan tam tdi cac yeu to nhu thdi gian thuc hien don dat hang, so luong mat hang, nhom hang, thoa man don hang, su on dinh cua cac mat hang du tru De giam chi phi, cac doanh nghiep phai tinh toan duoc muc du tru hang hoa tdi uu, cd phuong phap phan loai cac nhom hang hop ly, phu hop vdi khoi luong va tan suat tieu thu Nhung chi phi du tru nhu chi phi nghiep vu kho, bao hiem, hao mon vo hinh, chi phi von can tri d muc tdi thieu cd the bang each chon kho, thiet bi kho phu hop vdi hang hoa, nang cao cdng tac an toan kho bai, day nhanh toc quay vong hang hoa Cach thuc du tru hien cua cac doanh nghiep mang nang tinh chat thu cdng, kinh nghiem, chua ap dung triet de cac quy tac du tru mang tinh khoa hoc nhu md hinh du tru tdi uu EOQ, quy tac Pareto hay quy tac 80/20 De nang cao tinh chuyen nghiep cua nghiep vu du tru, cac doanh nghiep can thiet phai cd nhung tinh toan, ap dung cac phuong phap tren mot each phu hop va hieu qua vao doanh nghiep minh 3.5 Tao lap mdi trudng va dieu kien de thuc hien cac giai phap nham •? day manh tieu thu thuc pham cua cac doanh nghiep thuoc Tap doan Kinh Do A 3.5.1 Dieu kien thuc hien cua doanh nghiep - Dam bao du von Von can thiet cho bat ky hoat dong san xuat kinh doanh nao, dac biet doi vdi nhu cau hien dai hoa day chuyen san xuat cua cac doanh nghiep thuc pham Kinh Do Bdi cdng nghe va day chuyen san xuat dang la mot nhung luc luong canh tranh hang dau Ngoai ra, cac hoat dong nhu nghien cuu, md rong thi trudng, van hanh san xuat, quang cao khuech truong deu phai can cd nguon tai chinh du manh Hien nay, cac doanh nghiep co the huy dong von bang nhieu nguon khac 127 nhu: vay von tu cac to chuc tin dung, phat hanh trai phieu, phat hanh co phieu Tuy nhien, lua chon hinh thuc huy dong nao la toi uu nhat thi cac doanh nghiep phai can nhac tinh toan ky luong cho phu hop vdi tinh hinh hoat dong kinh doanh cua don vi minh va tinh hinh thi trudng tai chinh - Nguon nhan luc chat luong cao Tuyen dung va “giu chan” duoc doi ngu nhan luc chat luong cao dang la yeu cau buc thiet cua nhieu doanh nghiep thuc pham Dac biet la doi ngu can bo ky thuat va can bo thi trudng Nhieu day chuyen cong nghe tien tien cua cac doanh nghiep thuc pham sau het thdi han chuyen giao, chuyen gia nudc ngoai ve nudc da khong the van hanh noi trinh cong nhan ky thuat khong dap ung duoc yeu cau Tinh trang loi keo nhan luc tu doanh nghiep sang doanh nghiep khac dien kha bien nganh Do dd, cac doanh nghiep thuoc tap doan phai cd chinh sach tuyen dung va dai ngo xung dang Bdi day chinh la nhan to canh tranh co ban anh hudng true tiep den san xuat va tieu thu hang hoa cua doanh nghiep 3.5.2 Tao lap mdi trudng kinh doanh Nha nudc cung cac ban nganh lien quan can giup cac doanh nghiep viec tiep can thi trudng the gidi thong qua viec ho tro cac doanh nghiep tham gia cac hoi tro trien lam quoc te tai Viet Nam cung nhu tai nudc ngoai, ho tro tim hieu cac thu tuc hanh chinh, luat phap, van hoa cua nudc sd tai Nha nudc cd chinh sach bao ho hang hoa san xuat nudc mot each hop ly Hien nay, Viet Nam dang tien trinh gia nhap va tien tdi la vien day du cua AFTA va WTO Trong qua trinh ay, muc thue xuat nhap khau cua hang hoa nudc ngoai se tiem can tdi 0% va de doa tdi nganh san xuat thuc pham nudc noi chung va cac doanh nghiep thuoc Kinh Do noi rieng Khi do, cac chinh sach phi thue quan can duoc su dung linh hoat nhu mot cong cu huu hieu de bao ve nen san xuat nudc Nha nudc cd nhung bien phap manh tay de giai quyet nan hang lau, hang tron thue, hang gia, hang nhai, hang kem pham chat, hang mat ve sinh ATTP bang nhung che tai xu phat nghiem khac Thuc te cho thay hien cac te nan tren dang 128 kha bien nhieu nganh san xuat va cang co nhung bieu hien tinh vi hon, kho phat hien hon Ngan chan va xu ly triet de cac doanh nghiep vi pham nhung truong hop tren vua la each Nha nuoc bao ve loi ich cua ngudi tieu dung, vua la each bao ve each doanh nghiep thuc pham lam an chan chinh Xay dung quy che chong ban pha gia, quy che ve khuyen mai, quang cao, tiep thi, ghi nhan mac hang hoa doi vdi cac san pham banh, keo, kem, sua chua luu hanh tren thi trudng nudc Cac quy che tren se giup on dinh thi trudng, lam lanh manh hoa canh tranh tren thi trudng * * * Tom lai, chuong ba da nghien cuu mot so dinh hudng phat trien chung cua nganh thuc pham, nhung muc tieu va phuong hudng phat trien cua cac doanh nghiep thuoc tap doan Kinh Do giai doan tu den nam 2015, dong thdi nhung phuong hudng cu the tieu thu thuc pham cung dupe de cap chi tiet Tren co so nhung phuong hudng va muc tieu phat trien, dac biet la phuong hudng trong tieu thu, chuong cung da dua mot so giai phap nham day manh tieu thu thuc pham cua cac doanh nghiep thuoc tap doan, ben canh la cac dieu kien va mdi trudng nham thuc hien cong cac giai phap 129 KET LUAN • Trong nen kinh te thi truong mang tinh canh tranh va hoi nhap cao nhu hien nay, van de tieu thu san pham co y nghia song doi vdi cac doanh nghiep thuc pham noi chung va cac doanh nghiep thuoc Tap doan Kinh Do noi rieng Tieu thu san pham cung la mot tieu chi quan de khang dinh vi tri cua doanh nghiep tren thuong trudng cung nhu la tieu chi de danh gia su phat trien cua doanh nghiep Day manh tieu thu san pham giup cac doanh nghiep tang nhanh thi phan, doanh thu ldn, thi trudng md rong, hinh anh va uy tin cua doanh nghiep cang cao Luan van vdi de tai: “Day manh tieu thu thuc pham cua cac doanh nghiep Ve mat ly luan, luan van da he thong hoa nhung van de tieu thu san pham cua doanh nghiep Noi dung co ban la dua cac khai niem tieu thu, noi dung tieu thu va cac nhan to anh hudng den tieu thu san pham Ve mat thuc tien, luan van tap trung nghien cuu tinh hinh tieu thu thuc pham tai cac doanh nghiep thuc pham thuoc tap doan Kinh Do nhung nam gan day, qua phan tich dupe thuc trang tieu thu, danh gia nhung mat manh, mat yeu, chi nhung co hoi va nguy co tieu thu Tren co sd do, luan van dua mot so dinh hudng phat trien giai doan tir den nam 2015 va de xuat cac giai phap thuc hien Do thdi gian thuc hien va trinh cd han, kinh nghiem cua ngudi viet chua nhieu, luan van se khong tranh khoi nhung han che va thieu sot Noi dung luan van neu dupe su quan tam cua cac cap quan ly tai cac doanh nghiep thuoc tap doan Kinh Do thi la mot vinh du ldn cua ngudi viet Tdi rat mong nhan dupe su ddng gop y kien cua cac thay cd giao, ban lanh dao cac doanh nghiep thuoc tap doan Kinh Do ve noi dung luan van Tdi xin chan cam on thay giao GS-TS Dang Dinh Dao, ban lanh dao cac doanh nghiep thuoc tap doan Kinh Do da tao dieu kien giup tdi hoan luan van thac si 130 TAI LIEU THAM KHAO Cong ty Co phan Che bien Thuc pham Kinh Do Mien Bac (2006), Bao cao tai chinh nam 2005, Hung Yen Cong ty Co phan Che bien Thuc pham Kinh Do Mien Bac (2006), Bao cao thudng nien nam 2005, Hung Yen Cong ty Co phan Che bien Thuc pham Kinh Do Mien Bac (2007), Bao cao tai chinh nam 2006, Hung Yen Cong ty Co phan Che bien Thuc pham Kinh Do Mien Bac (2007), Bao cao thudng nien nam 2006, Hung Yen Cong ty Co phan Che bien Thuc pham Kinh Do Mien Bac (2008), Bao cao tai chinh nam 2007, Hung Yen Cong ty Co phan Che bien Thuc pham Kinh Do Mien Bac (2008), Bao cao thudng nien nam 2007, Hung Yen Cong ty Co phan Che bien Thuc pham Kinh Do Mien Bac (2009), Bao cao tai chinh nam 2008, Hung Yen Cong ty Co phan Che bien Thuc pham Kinh Do Mien Bac (2009), Bao cao thudng nien nam 2008, Hung Yen Cong ty Co phan Che bien Thuc pham Kinh Do Mien Bac (2010), Bao cao tai chinh nam 2009, Hung Yen 10 Cong ty Co phan Che bien Thuc pham Kinh Do Mien Bac (2010), Bao cao thudng nien nam 2009, Hung Yen 11 Cong ty Co phan Kido (2006), Bao cao tai chinh nam 2005, Thanh Ho Chi Minh 12 Cong ty Co phan Kido (2006), Bao cao thudng nien nam 2005, Thanh Ho Chi Minh 13 Cong ty Co phan Kido (2007), Bao cao tai chinh nam 2006, Thanh Ho Chi Minh 14 Cong ty Co phan Kido (2007), Bao cao thudng nien nam 2006, Thanh H6 Chi Minh 131 15 Cong ty Co phan Kido (2008), Bao cao tai chinh nam 2007, Thanh Ho Chi Minh 16 Cong ty Co phan Kido (2008), Bao cao thuong nien nam 2007, Thanh Hd Chi Minh 17 Cong ty Co phan Kido (2009), Bao cao tai chinh nam 2008, Thanh Ho Chi Minh 18 Cong ty Co phan Kido (2009), Bao cao thuong nien nam 2008, Thanh Ho Chi Minh 19 Cong ty Co phan Kido (2010), Bao cao tai chinh nam 2009, Thanh Ho Chi Minh 20 Cong ty Co phan Kido (2010), Bao cao thuong nien nam 2009, Thanh Ho Chi Minh 21 Cong ty Co phan Kinh Do (2006), Bao cao tai chinh nam 2005, Thanh Ho Chi Minh 22 Cong ty Co phan Kinh Do (2006), Bao cao thuong nien nam 2005, Thanh Ho Chi Minh 23 Cong ty Co phan Kinh Do (2007), Bao cao tai chinh nam 2006, Thanh Ho Chi Minh 24 Cong ty Co phan Kinh Do (2007), Bao cao thuong nien nam 2006, Thanh Ho Chi Minh 25 Cong ty Co phan Kinh Do (2008), Bao cao tai chinh nam 2007, Thanh Ho Chi Minh 26 Cong ty Cd phan Kinh Do (2008), Bao cao thuong nien nam 2007, Thanh Ho Chi Minh 27 Cong ty Co phan Kinh Do (2009), Bao cao tai chinh nam 2008, Thanh Ho Chi Minh 28 Cong ty Co phan Kinh Do (2009), Bao cao thuong nien nam 2008, Thanh Ho Chi Minh 132 29 Cong ty Co phan Kinh Do (2010), Bao cao tdi chinh nam 2009, Thanh Ho Chi Minh 30 Cong ty Co phan Kinh Do (2010), Bao cao thudng nien nam 2009, Thanh Ho Chi Minh 31 Cong ty Co phan Kinh Do Sai Gon (2007), Bao cao tdi chinh nam 2006, Thanh Ho Chi Minh 32 Cong ty Co phan Kinh Do Sai Gon (2007), Bao cao thudng nien nam 2006, Thanh Ho Chi Minh 33 Cong ty Co phan Kinh Do Sai Gon (2008), Bao cao tdi chinh nam 2007, Thanh Ho Chi Minh 34 Cong ty Co phan Kinh Do Sai Gon (2008), Bao cao thudng nien nam 2007, Thanh Ho Chi Minh 35 Cong ty Co phan Kinh Do Sai Gon (2009), Bao cao tdi chinh nam 2008, Thanh Ho Chi Minh 36 Cong ty Co phan Kinh Do Sai Gon (2009), Bao cao thudng nien nam 2008, Thanh Ho Chi Minh 37 Cong ty Co phan Kinh Do Sai Gon (2010), Bao cao tdi chinh nam 2009, Thanh Ho Chi Minh 38 Cong ty Co phan Kinh Do Sai Gon (2010), Bao cao thudng nien nam 2009, Thanh Ho Chi Minh 39 Cong ty Co phan Vinabico (2006), Bao cao tdi chinh nam 2005, Thanh H6 Chi Minh 40 Cong ty Co phan Vinabico (2006), Bao cao thudng nien nam 2005, Thanh Ho Chi Minh 41 Cong ty Co phan Vinabico (2007), Bao cao tdi chinh nam 2006, Thanh Ho Chi Minh 42 Cong ty Co phan Vinabico (2007), Bao cao thudng nien nam 2006, Thanh Ho Chi Minh 133 43 Cong ty Co phan Vinabico (2008), Bao cao tai chinh nam 2007, Thanh Ho Chi Minh 44 Cong ty Co phan Vinabico (2008), Bao cao thudng nien nam 2007, Thanh Ho Chi Minh 45 Cong ty Co phan Vinabico (2009), Bao cao tai chinh nam 2008, Thanh Ho Chi Minh 46 Cong ty Co phan Vinabico (2009), Bao cao thudng nien nam 2008, Thanh Ho Chi Minh 47 Cong ty Co phan Vinabico (2010), Bao cao tai chinh nam 2009, Thanh H6 Chi Minh 48 Cong ty Co phan Vinabico (2010), Bao cao thudng nien nam 2009, Thanh Ho Chi Minh 49 GS TS Dang Dinh Dao, PGS TS Nguyen Thi Xuan Huong, PGS TS Phan To Uyen (2008), Giao trinh Thuong pham hoc, NXB Dai hoc Kinh te quoc dan, Ha Noi 50 GS TS Dang Dinh Dao, GS TS Hoang Due Than (2008), Giao trinh Kinh te thuong mai, NXB Dai hoc Kinh te quoc dan, Ha Noi 51 PGS TS Dang Dinh Dao (2002), Giao trinh Thuong mai doanh nghiep, NXB Thong ke, Ha Noi 52 PGS TS Dang Dinh Dao (2003), Nhung van de co ban ve hau can vat tu doanh nghiep, NXB Thong Ke, Ha Noi 53 PGS TS Hoang Minh Duong (1999), Giao trinh kinh doanh kho va bao bi, NXB Giao Due, Ha Noi 54 PGS TS Hoang Minh Dudng, PGS TS Nguyen Thua Loc (2005), Giao trinh Quan tri doanh nghiep thuong mai, NXB Lao dong - Xa hoi, Ha Noi 55 Lu Quy Hoa (2009), Giao trinh Thuong pham hang thuc pham, NXB Giao due, Ha Noi 56 TS Nguyen Xuan Quang, TS Nguyen Thua Loc (1999), Giao trinh Quan tri doanh nghiep thuong mai, NXB Thong ke, Ha Noi 134 57 Tap doan Kinh Do (2009), Bao cao chien lucre phat trien trinh HDQT, Thanh Ho Chi Minh 58 PGS TS Pham Duy Tuong (2006), Dinh duong va ve sinh thucpham, NXB Y hoc, Ha Noi 59 Vien Chien luge Chinh Sach Phat trien NNNT - Bo NN&PTNT (2010), Bao cao thuong nien nganh Thuc pham Viet Nam nam 2009 va trien vong, Ha Noi 60 Website Bo Cong thuong Dia chi: http://moit.gov.vn 61 Website Cong ty Co phan Bibica Dia chi: http://bibica.com.vn 62 Website Cong ty Co phan Sua Viet Nam Dia chi: http://vinamilk.com.vn 63 Website Cong ty Co phan Thuc pham Kinh Do Sai Gon Dia chi: http://kinhd6bakery.vn 64 Website Cong ty Co phan Vinabico Dia chi: http://vinabico.com.vn 65 Website Cong ty TNHH Nestle Viet Nam Dia chi: http://www.nestle.com.vn 66 Website Cue Xuc tien thuong mai Dia chi: http://www.vietrade.gov.vn 67 Website Kraft Foods Inc Dia chi: http://www.kraftfoodscompany.com 68 Website Nestle Co., Ltd Dia chi: http://www.nestle.com 69 Website Tap doan Kinh Do Dia chi: http://kinhdo.vn 70 Website Vien Chien luoc Chinh Sach Phat trien NNNT - Bo NN&PTNT Dia chi: http://agro.gov.vn