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TRIM BONG DlitfC CM CONG TY C8PHANDliliC • VA iRANC THIFTBIYTF • 30 CIAO THONG VAN TAI TRAPHACO hA nOi - 2000 BO GIAO DUC VA DAO TAO TRUONG DAI HOC KINH TE QUOC DAN PHUONG HUONG VA BIEN PHAP PHAT TRIEN THI TRUONG DONG DUOC CUA CONG TY CO PHAN DUOC VA TRANG THIET Bi Y TE BO GIAO THONG VAN TAi TRAPHACO LIJAN VAN THAC SI KINH Tf: CHUYEN NGANH : QUAN TRI KiNH DOANH THlTONG MAI MA SO : 5.02.05 iTRUHG iA,*/ 7' ff TM(j I -tCAN MU* GIAO VIEN HUdNG DAN : TS NGUYEN XUAN QUANG i-^TS HA NOI -2000 MUC LUC Trang PHAN Md DAU I Chuang 1: Thi truong dong duoc va co lwi phat trien thi truong cua cac cong ty kinh doanh dong duoc o Viet Nam 1.1 Thi tru’dng va vAn d£ phat trien thi tru’dng cua doanh nghifip .4 1.1.1 Ilii tru’dng va thi tru’dng cua doanh nghifip bong cliifin luqc kinli doanh4 1.1.2 Phat tri£n thi tru’dng cua doanh nghicp - Co’ so d6 cong kinli doanh 11 1.2 1’lii truong dong duoc Vici Nani - Dac diem xu huong vftn dong 28 1.2.1 Dac diSm cliung cua nen san xuat kinh doanh duoc pliani o nude ta giai doan hidn 28 1.2.2 Ilii truong dong duoc Viet Nani „ 42 1.2.3 Cac nhAn to co ban anh hu’dng den xu hu’dng vAn dong cua thi tru’dng dong duoc Viet Nam 60 Chtfong 2: Phan tich tinh li'inli phat trien thi truong dong duoc cua cong ty Traphaco 2.1 Khai quat vd cong ty Traphaco 2.1.1 Lich su’ li'inli va phat trifi’n cua edng ty 66 66 2.1.2 Dac di6ni boat dong san xual/kinh doanh cua cong ty 69 2.2 Phan tich tinh li'inli boat dong kinh doanh cua cong ty Traphaco 77 2.2.1 Chien luqc va kc hoach kinh doanh cua cong ty 77 2.2.2 Ket qua san xuat kinh doanh cua cong ty cac nam 1995-1999 79 2.2.3 Cac nhAn to co ban da anh huong den ket qua san xuat kinh doanh cua cong ty 86 2.3 Thi truong va cong lac phat triSn thi truong cua cong ty Traphaco 108 2.3.1 Thi tru’dng san pliAin 108 2.3.2 Thi tru’dng tlieo ti6u thii’c dia ly 115 2.3.3 I lii truong tlieo tieu thii’c khacli hang I 16 2.3.4 Chien luqc thi tru’dng cua cong ty Traphaco 18 2.4 Kha nang phat trien (hi tru’dng cua edng ty Traphaco 19 2.4.1 Ycu cAu phat tiid’n thi tru’dng cua cong ty Traphaco I 19 2.4.2 Cac y£u t6 kick thfch va k'lm ham su' phal tri&i thi trubng dong dupe cua cong ty Traphaco 122 2.5 Kel luan chung 124 Chirong 3: Phuong huong va bien pliap co ban pliat trien thi trubng dong dupe cua Cong ty Traphaco 3.1 Dir bao nhu cdu san pliam dong dupe Iren thi trubng 127 3.1.1 I’hi Irubng thuoc cliira benli b Viet Nam den na.ni 2010 127 3.1.2 Chien lupc phal trien nganh dupe (long tirong lai 128 3.1.3 Nhu efiu san pliAm dong dupe trfin thi trubng Viet Nam (rong tuong lai 130 3.2 Quan diem cluing.v£ vAn d6 phal IriAn thi trubng dOng dupe cua ebng ty Traphaco 133 3.3 Cac huong co ban de phal t lien va str lua chon huong chu dao pliat trien thi trubng dbng dupe cuacong ty Traphaco 133 3.3.1 Pliat trichi thi trubng llieo cliitki long 133 3.3.2 Pliat tri^n thi trubng llieo cliicu sail 134 3.3.3 Pliat trien thi trubng thong nlial 135 3.4 Cac bien pliap co ban pliat trien thi trubng dong dupe cua Cong ty Traphaco 137 3.4.1 Hoan thien cliicn lupc pliat trien san pliam 137 3.4.2 Phan doan thi trubng va lua chon thi trubng muc tifiu 143 3.4.3 XAy dung chiAn lupc Marketing thfch hop clio cac thi trubng muc tidu 147 3.4.4 Cac bien pliap cu llifi pliat trien thi Irubng dong dupe cua ebng ty Traphaco 165 K&TLUAN .167 DANH MUC TAI LIEU THAM KHAO 169 PHAN Md DAU Bat van de Tit nam 1986 nude ta da chuydn sang ndn kinh td' hang hoa nhidu phfin, v&n hanh llieo cd chd' thi trudng co su quan ly ciia Nha nude, ndn kinh 16' nude ta da dat dupe nhu’ng tun rat quan Cung nhu cac nganh kinh Id' khac, nganh duoc cung co nhidu cliuyen bien tich cue Nganh Dupe da dam bao cung ting du thud'c thiet ycu cho su ngliiep chain soc she klioe nhftn dan Thud'c dupe cung ca'p dfiy du ca vd so lupng, chat lupng va chiing loai, khdng dd xay tinh hang thidu thuoc hpac bien dong vd thud'c ca thdi didm thidn tai dich bdnli, tidn thud'c sir dung binh quAn dau ngudi tang dAn tirng nam lit 0,3USD nam 1990 ldn dd'n 5USD nam 1999 Gia tri san xuA't kinh doanh ciia toan nganh khdng ngirng tang trudng nam sau cao lion nam trudc Tuy nliidn su co sal ciia thi trudng, co che ciia ndn kinh td' thi trudng, bdn canh nhu’ng thdi co la nhu’ng thach thirc mdi dat cho nganh dupe noi chung va san xuAt kinh doanh dong dupe noi rieng Nhu cdu sir dung thuoc nude ta cang tang cao vdi muc tidu 10 USD tidn thud'c binh quAn dfiu ngudi vao nam 2010 cho ta tha'y mdt co hdi Ion cho nganh kinh doanh dupe plifun tai Vidt Nam Hidn nay, thuoc cliu’a bdnli pliAn Idn tir ngudn go'c boa dupe, khang sinh va dupe lieu Cac chat lam thuoc bat ngudn tir cAy co dong vai trd quan trong san xuA'l thuoc chu’a bdnli Truydn tlid'ng sir dung thud'c nam theo tdng kd't ciia Ttid Tinh thidn su, thd' ky XIV "Nam dupe tri nam nhan" Noi tong ra, nhu’ GS.TS Fauron Dai hoc Dupe Montpellier "bat ky thdi didm nao, ba'l ky xii* nao, ngudi ddu dung cay co dd tu midi sd'ng, vii’a de tu chain soc sire klioe" Vide sir dung thud'c dong dupe hay goi la thuoc y hoc co truydn d Viet Nam nhu mdt thdi quen la mdt tliuAn lpi lA't co ban cho vide phat tridn nganh san xua't nay, ben canli nude la nam viing kill hAu nhidt ddi 238 ho thuc vat Mat khac Dang va Nha nude rat quan tarn tdi viec phat tridn n6n y hoc c6 truydn, dupe thd hien chfnh sach qudc gia vd thud'e Ben canh nhung thuftn lpi co ban trdn thi san xuat kinli doanh Ddng dupe gap khdng ft kho khan, mpt nguyen nhan quan la v£n de phat tridn thi tru’dng san phdm dPng dupe chua co mpt dinh hudng va bipn phap phat tridn mot each khoa hoc phu hop vdi didu kien thuc lien cua nganh dupe va cua loan ndn kinh te' nude nha Vdi mpt thi trudng ddng dupe defy tidm nang nhung cung day thach thuc cua co chd' thi trudng, Cdng ty Cd ph