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sqi • Ai 69£9 LOI CAM DOAN i''''di \in cam doau luan van iliac ss ** can iidfig life eanh traiih ma Coni'''' ty ca phiin TOJ! l ief \am den mini 2015" Iman loan dime hinh lhanh va plial tricn in nhiTng qnan[.]
sqi • Ai 69£9 LOI CAM DOAN i'di \in cam doau luan van iliac ss ** can iidfig life eanh traiih ma Coni' ty ca phiin TOJ! l ief \am den mini 2015" Iman loan dime hinh lhanh va plial tricn in nhiTng qnan diem cua c hinli ca nhan idi duoi sir huong dan Lima hoc ciia P(iS IS Nguyen Xnan Quang C'ac so lieu sa kel qua co dime luan san nas la Iman loan Irung (hue Noi dung cua loan san cd ihani khao sa sir dung cac lai lieu ilico ilanh mile lai lien cua luan san l ac giii luan van I a* I hi Nhiiiig MUC LUC LOI ( AM HOA N DANII MHC| TH'VIKT TA'I' DANII MIC | SO' DO, BA NG BIEL' TOM I'A'I| LEAN VAN PHAN MO DAII ■ ■ CTICONG I: MOT SO LV LX AN C | O BAN VL NANG IT C C ANH TRANH C 11 A DOANII NGHIEP KINH DOANH J'illET Bl Dll;N 1.1 HAC • DIEM CANII TRANH, NANG l.l/C CANII TRANII DOI VOI DOANH M.’IHEP KIMI DOANH IDIDD III DIES iranh ediig cu doanh tighiep ihirong mi dung de canh 1.1.1 Khai nifrn i l 1.2 Iranii va vai iro cua canh iranh Khai iiicin rang lire canh Irani) \a cac cap cua rang lire canh iranli C ’AC ’ YEH TO GAU I ’II AND \ \ C|III Till IMI.A.N AND N \M, I l ' C { ANII TRANII » 1.1 DAC DIKM CANH TRAMI, NANG It C CAM! TRANII DOI VOI DOANII NGHII.I’ KIMI DOANII TIBET Bl Dll; N 1.1.1 Kliai nieni canh Iranh, cdng cii cloanh nghiep (liubng sir dung de can Ii trail Ii va vai I rd ciia canli Iranh / / / / Khdi nieni canh tranh Cd rat nhieu khai nieni khac iihau ve canh iranh nhirng khai niein canh Iranh co the dupe liieu nlnrsau: canh iranh la quail lie kinli Ic nni odd cac elm f the ganh dua tim inoi hicn pluip de dal muc lieu kinli Ic ciia ininh, thong ihubiig la chiem ITnli ihi truong gianh las khacli hang cung nhir cac dieu kicn san xual Ihi irubngeb loi nlial Muc died cudi cung cua cac chu the Iron.!’, qua irinh canh tranh la loi da hda loi ich Doi vdi ngubi san xual kind doanli la loi iilmaii dbi vdi ngirbi lieu dung la loi ich lieu dung va so lien loi / 1.1.2 C de eunf> ch doanli nghiep ihnhug sir dung de canh tranh tren ihi fnrdng Canh Irani) bang san phani: ('anil iranh ve chat lupng ban bi nhan mac, ity (in san phani Canh Iranh vegia: kinli doanli vdi chi phi thap, ban vdi nn'rc gia kha Hang han hang lot do co klibi lupng han Ion kha nang ve lai chinh lol Canh Iranh ve phan phdi va ban han.!’,: kha nang da dang hda cac kenli chu lire, cd he thong han hang phmig plrii Canh in nil ve ihdi co ihi Iruong: doanli nghiep du b;io dupe thuy dbi ciia ihi truong Canli tr: nh ve khbng gian \ a tlidi gian /././.,? Ihi tro etta canh iranh I a dpup lire ihiic day san xual pliai irien gbp i dn vao sir phut Irien kinh le 77 vien cd trinh va nang lire se gop phan nang cao ket qua kinh doanh va nang cao kha nang canh tranh cua minh va ngirpc lai r Thong qua dao tao can bo cong nhan vien cong ty cd the duoc tiep can vdi nhung tien bo khoa hoc ky thuat va each quan ly kinh te nidi Co the noi dau tu vao ngudi la dau tu mang lai hieu qua cao nhat -s / r Trude het Cong ty can dua boat dpng dao tao nhan su vao chien luoc phat trien chung cua toan cong ty, thuc hien dao tao chuyen sau cho can bo, nhan vien giu vai trd chu chot, thuc hien che dai ngo thda dang cho ho, tien tdi xay dung ngudn can bo on dinh, chuyen nghiep Ngoai ra, Cong ty can Ihudng xuyen md cac khoa dao tao ve nghiep vu, giao luu trao ddi kinh nghiem giua cac phong ban Mot diem yen cua phong kinh doanh la can bd nhan vien phong chua hieu ve ky thuat, ma dac diem cua nganh dien ngoai » f ban duoc san pham can tu van ve ky thuat cho khach hang Chinh vi v|y, cong ty hang thang can cho dao tao ve ky thuat cho can bd kinh doanh Song song vdi vice dao tao tong ket thang cong ty can cd chinh sach dai ngd thda dang cho nhan vien cd nhung dong gop ldn cho su phat trien cua cong ty Viec lam mot mat bieu duong khich le tinh than cua can bd edng nhan r \ vien cong ty, mot mat tao dong lire khuyen khich tinh than sang tao cua can bp, cong nhan vien cong ty Mot diem yeu cua can bd edng nhan vien cong ty la chua gan ket dupe mdi quan he giua nhan vien va lanh dao dac biet la nhan vien mdi chua * A dupe quan tarn dao tao chinh vi vay kha nang nam bat edng vice cua nhan vien mdi chtra nlianh, dieu khien mdi quan he giua nhan vien mdi va cong ty chua sau sac Mot so can bd quan ly thieu kinh nghiem quan ly nen kinh te thi trudng l ca nhung dieu lam giam nSng luc canh tranh cua edng ty 7X Cong tv can xay dung mot chuong trinh dao tao cy the cho nhan vien moi nham giup nhan vien nhanh chong nam bat duoc cong viec va hoa dong vao cong ty Da dang hoa cac loai hinh dao tao, linh hoat, nang dong va thiet thuc Ket hyp dao tao voi cho nhan vien tham du cac cuoc hoi cho gioi thieu cac san ph firn dien Rieng ddi voi doi ngu ky thuat, can ap dung hinh thuc dao tao cong viec Day la hinh thuc dao tao ma cong ty nen su dung nhung chuyen gia gidi huong dan, hoac cho doi ngu ky thuat di thuc te d nuoc ngoai, hoac nhd su hudng dan cue Hung Dg cong tac dao tao duoc hieu qua hon thi cong ty can co myt chg luong thuOng thich dang cho nhung doi ngu lao dqng tu hoc hdi, trao doi kinh nghiem qua trinh lam viec va cung can co che thudng phat thich dang de nang cao y thuc lao dong cong ty Vi du nhu : Giao ke hoach ban hang cho nhan vien ban hang theo tdng quy phu thuoc vao kinh nghiem cua ldng ngudi, su dung tien thuong de kich thich nhu ban vuot ke hoach quy * J ' ' thudng 5lr/ngudi va neu nhan vien nao khong hoan ke hoach se cat thudng Ncu thuc hien duoc gi phap nay, cong ty co dieu kien nang cao chat luong lao dong cua minh Nang cao ky nang, trinh do, kinh nghiem va y thuc lam viec cua ca nhan vien ban hang gop phan nang cao nang luc canh tranh Ilang nam cong ly cho can bo ky thuat va can bo quan ly sang tham du hoi cho tai cac nuoc co trinh ky thuat tien tien de ticp xuc voi ky thuat moi va trinh quan lv tien tien cua ho Ngoai Cong ly can moi cac chuyen gia nuoc ngoai dai dien cua cac hang tai Viet Nam thudng xuven den tu van ve ky thuat va san pham cho can bo nhan vic!' iiong c i ty 70 Cac cuqc hoi tro hang thiet bi dien tai Viet Nam, cong ty can cho nhan vien va can bo cong ty tham dir de ho nam duoc doi thu canh tranh cung nhu tien bo khoa hoc ky thuat mo’i Dau tu doi moi trang thiet bi lam viec cho can bo nhan vien cong ty, tao moi trudng lam viec thuan loi kich thich tinh than hang hai cua ho Tao su gan bo ve quyen loi va trach nhiem cua ngudi lao dong voi doanh nghiep bang cac chinh sach nhu: dau tu cho dao tao, bao dam viec lam on dinh ,T » » r cho ho ke ca co bien dong, xay dong che tien luong, tien thuong theo huong khuyen khich ngudi lao dong co nhung dong gop tich cuc- cho su phat trien cua doamb ngitiep >* r 3.2.3 Nang cao nang I ire id chirr va thyc hien cac chien luvc marketing r ? * C 'ha dong xay dyng chieu hrpc va ke hoach marketing Truoc het cong ly can xay dung phong marketing, nhiem vu chinh cua phong la: - Xay dung muc tieu marketing chung cho toan bo cong ty, tu dua ke hoach hoat dong cu the - Xay dung cac chuong trinh nghien cuu ve thi trudng, nhu cau khach hang va doi thu canh tranh tir nam duoc nhu cau thi trudng ve san pham, r ’ * ■> gia ket hop voi phong nghien cuu va phat trien nham dua nhung san pham phu hop voi thi trudng va nang luc cua cong ty - Thudng xuyen marketing cho phu to chirc kiem tra, danh hop voi doan lung giai cua gia thi de dieu chinh cac giai phap trudng - Phong co nhiem vu tu van cho ban giam doc ve cac giai phap phat trien thi trudng * Ho,e; fhicn chrcn hryc sun pham: Muc tieu chinh cua cong ty la dua vao va phat trien nhung san pham co # ■? ’ chat luong cao, coi la cac san pham chu dao cac san pham chu yeu de tap trung ngudn luc vao dau tu Cu the nhu sau: xu - Nang cao chat luong san pham: Mot dac thu chung cua cac san pham dien la nd anh hudng rat lon den kinh te va ca ngudi Vi vay chat luong san pham duoc danh gia la yeu to quan trong viec lua chon san pham * t cua khach hang Chinh vi vay moi hoat dong san xuat cua cdng ty can duoc quan ly chat che theo ISO 9000:2001 doi vdi tat ca cac bo phan cdng ty Can kiem tra chat che chat luong cua cac nguon vat lieu dau vao dam bao tieu » r chnfrn cua nganh dien tai Viet Nam va quoc le - Phat trien cac san pham bo sung: Cac san pham thiet bi dien ndi chung deu cd yeu cau tinh dong bo cao de hoat dong hieu qua va an toan so luong cac san pham bo sung cho san pham cua cdng ty la rat ldn va tiem nang, dieu giup cdng ty md rong phat trien san pham mdi tao mot chuoi san pham f dong bo Day la mot co hoi kinh doanh rat ldn cua cdng ty bdi cdng ty da phat trien duoc mot so mat hang chu luc cua hang thi cac phu kien kern theo cung se de dang duoc khach hang chap nhan Dieu se giup nang cao nang luc canh tranh cua cdng ty Da dang lioa cac dich vu sau ban hang: San pham cua cdng ty lien quan den viec lap dat va bao hanh, hudng dan van hanh cho san pham Do vay de nang cao uy tin va hinh anh cua cdng ty, can da dang hda cac dich vu ’ ’ ’ v sau ban hang nhu- to chuc kicrn tra dinh ky, kiem tra muc ton hao dong dien * loan (lint cfticn hfOc giii: / * Nhin chung chinh sach dinh gia cua cdng ty chua mem dco, chua can cu vao nhu cau thi tri rung va gia cnv doi thu canh tranh Doi voi iilnTm.’ san pham cdng ty san xuat gia ban = gia cua nguyen lieu dau vao + chi phi san xuat I chi phi qu;in ly doanh nghiep H chi phi khac loi nhuan ma cdng ty mong muon dat duoc Doi vdi nhung san pham hien cdng ty dang lam phan phoi cho cac hang, gia = Gia dau vao + chi phi quan ly doanh nghiep + chi phi ban hang I muc loi nhuan mong muon Thudng cdng ty dinh gia ban cao xuat 81 phat ti quan diem “gia cao la nhung san pham co chat luong tot” Trong co che thi truong, canh tranh cang gay gat nhu hien thi chinh sach dinh gia se anh huong rat lon den hoat dong kinh doanh cua cong ty Dac biet nam 201 1,6 thang dau nam doanh so cong ty da giam so voi nam 2010 la 8%, dieu mot phan kinh te nam 2011 kho khan, mat khac gia la mpt yeu to khach hang dac biet quan tam nam 2011 roi moi den chai luong san pham Vi vay cong ty can xay dung chinh sach gia linh hoat, theo nhu cau thi truong, khach hang va doi thu canh tranh Qua cong ty danh gia chat luong san pham ma thi truong dang can o muc nao de co chinh sach gia cho phu hop Khi cung mot san pham o tung thoi diem khac gia se khac Muc dich cua chinh sach se giup cong ty tranh hang ton kho, quay vong von nhanh va co chinh sach gia linh hoat hon * Ho.-n fln'en chien hrn'e phhn phhi Kenh phan phoi co vai tro quan la loi the canh tranh co hieu qua ve dai han Trong moi truong canh tranh cang gay gat nhu hien thi mo rong va nang cao chat luong he thong kenh phan phoi co v nghta quan No lam tang su hien dien hang hoa cua cong ty tren thi truong, tao sir V thuan tien nhanh chong viec dua san pham toi tay khach hang, vi vay tang kha nang canh tranh cua cong tv, mat khac no cung la mot phuong tien thuc thi chien luoc thuong hieu cua cong ty mot cach co hieu qua Do san \ r t r pham cua cong ty co lien quan nhieu den yeu to ky thuat nen xac dinh kenh ban hang truc tiep la chu dao Hien cong ty da su dung cac trung gian ban hang la dai ly, he thong dai ly nhien ho thong dai ly chua cao, mat khac viec tri kha ton kem, voi muc triet khau cho cac dai voi chi phi gui hang Mat khac cac dai ly 13-15%, cong ly khong co su rang buoc cu the ve tai chinh hay chinh sach thuong mai dan den viec dat hang phu thuoc vao nhu x r r cau cua khach hang cuoi cung la chu yeu 82 dai ly tang hang dir tru len 500 trieu/ I thang Hay noi each khac nen t r r r there hien chinh sach trict khau theo khoi luong hang ban va mire dat coc nhat dinh cua cac dai ly Myt khac edng ty md them cac lop dao tao ky nang, nghiep vy ban hang va trao doi thong so ky thuyt co ban cho nhan vien ban cho hop ly - Ban hang trirc tiep diroc xac dinh la kenh ban hang chu dao cua edng ty vi vay edng ty can xay dung chinh sach thuong mai mem dco hon nhtr cd the khuyen khich khach hang toan hang each giam gia va van chuyen hang cho khach, * Hoan thien chien luoc xuc tien ban hang Cong ty can to chirc hoi nghi khach hang tai cac lim mdi nam mot Ian Muc dich cua boat dong nham gui loi cam on tdi khach hang va cung la co hdi de cong ty gidi thieu san pham mdi, quang ba hinh anh edng ty tdi khach hang, nang cao thuong hieu kha nang canh tranh cua edng ty Mat khac boat dong cung la co hoi de edng ty tiep xuc true tiep vdi khach hang nham nam duoc nhu cau khach hang tuong lai Nd cung la co hdi de cong ty co the gidi thieu sau hon tdi khach hang san pham, dich vu ma edng ly dang cung cap Nhung thong tin phan hdi tir phia khach hang se la co 83 sd de cong ty hoan thiyn chinh sach ban hang va xay dung chien luge kinh doanh cho phu hop Do vay cdng ty can tri hoat dong nay, tap trung chu yeu vao khach hang chinh mang lai doanh thu chu yeu cho cdng ty Cdng ty can xay dung Catalogue va Website ngan gon, ro rang nhung phai truyen dat dirge nhieu thdng tin nhat toi khach hang Vdi cac san pham cua cdng ty can phai phoi hop giua phong marketing va phong ky thuat de cd the dura duoc bo catalogue hoan chinh nhat nham cung cap cac thdng tin F * Z V chi tiet ve san pham cung nhu cac thdng sd ky thuat Giup cho khach hang tint hieu ve san pham co the nam dirge chi tiet ve san pham Ban hang true tiep dirge coi la kenh ban hang toi uu doi vdi cac mat hang cua cdng ty Do san pham cua cdng ty cd nhieu yeu to ky thuat, each sir dung phuc tap nen thudng yeu cau gidi thieu va tu van cho khach hang Ben canh viec ban hang, phuong phap ban hang true tiep cdn cho phep cdng ty nam dugc cac thdng tin phan hoi tir phia khach hang, la co sd de cdng ty dieu chinh cac each thirc ban hang cho hgp Iv De cdng tac ban hang dem lai hieu X r ' qua cao, cdng ty can md cac Idp dao tao va cd chuong trinh huan luyen ve Z F •> Z "» * kha nang nam bat san pham, nhurng the manh cua san pham va cdng ty, nSm dugc nhung thong tin ve ddi thu canh tranh nham tu van hgp ly nhat cho nhu cau ciia khach hang Nhin chung doi ngu ban hang true tiep cua cdng ty yeu ve mat ky thuat, dac biet ve tii dien Do yeu cau ve tu dien d moi khu vuc z / la khac Do vay doi hoi nhan vien ban hang phai mat mot qua trinh nhat dinh mdi co the nam bat va hieu dugc san pham de tu van cho khach hang Vi vay bo phan ban hang cdng ty can thudng xuycn tim hieu them ve ky thuat cua san pham va cd nhung budi di thuc te de nam bat dugc each van hang cua san pham De cd thuan loi cdng tac ban hang, cdng tac dau thau cdng ly can md rong va nang cao hieu qua marketing quan he 84 - Cdng ty can xay dung moi quan he voi cac vien cua Tap doan dien luc Viet Nam (EVN) vi day duoc xac dinh la khach hang chu luc cua cong ty Ben canh co duoc su thuan loi thuc hien cac don hang voi EVN thi moi quan he cung giup cong, ly nam duoc ca (hong tin huu ich ve viec dau tu mua sam va ke hoach sua chua cua cac Cong ty dien luc - Thiet lap moi quan he voi cac co quan kiem dinh, thi ngiem: Da so cac san pham cua Cong ty can duoc kiem tra tai Tong cuc tieu chuan luong chat luong (Quatest) hay Trung tam thi nghiem dien Cac co quan ngoai w f i> * r • v viec c om nhan ve chat iirom>, tieu chuan thi cung la dau moi de co the truyen di cac thong tin ve cong ty va san pham cua cong ty toi khach hang - Thiet lap mdi quan he chat che voi cac cong ty tu van xay dung dien: Day la cac Cong ly tu van cho khach hang ve xay dung mang luoi dien, thuy dien Qua cac Cong tv tu van mot mat cong ty co the biet duoc nhu cau khach hang ve san pham, ve so luong san pham, cac tieu chuan chat luong ma khach hang yeu cau, mat khac cong ty cung co the tu van huong khach hang su dung cac san pham cua Cong ty - Thiet lap moi quan he voi cac doi tac kinh doanh cac san pham bo sung nhu san pham cap dien hay lu dien trung the, thong qua cac doi tac ta co the ban duoc phu kien cap nhu Hop noi, dau cap, Tplug va Elbow hoac ban cac phu kien cho cac khach hang cua ho 3.2.4 Giai pimp nang cut nang lyv canh Iranh cua dang ty thdng