Lựa chọn thị trường mục tiêu của các công ty trách nhiệm hữu hạn kinh doanh vật tư xây dựng trên địa bàn hà nội

BO• GIAO DUC • VA DAO TAO • DAI HOC KINH t£ QU6c DAN HA NOl VU THI MAI ANH LUA CHON THI• TRUING MUC HIRE CUA CAC CONG TY • • • TRACH NHIEM HUU HAN KINH DOANH VAT TU; XAY DUN • • • • ’G trEn dia ban nOi LUAN VAN THAC Sf QUAN TRI KINH DOANH CHUYfiN NGANH : QUAn TM KINH DOANH THtfONG MAI HA nOi - 2003 BO GIAO DUC VA DAO TAO DAI HOC KINH TE QUOO DAN HA NOI VU THI MAI ANH LUA CHON THI TRUONG MUC TIEU CUA CAC CONG TY TRACH NHIEM HUU HAN KINH DOANH VAT TV XAY DUNG TREN DIA BAN HA NOI LUAN VAN THAC SY QUAN TRI KINH DOANH CHUYEN NGANH: QUAN TRI KINH DOANH THUONG MAI _ ' s, _ A A A GIAO VIEN HUONG DAN: PGS.TS NGUYEN XUAN QUANG TS NGUYEN THI XUAN HUONG HA NOI 8/2003 J—Ci cam dn (Jte taan ttidnti driOc tan titan can- nag,, toi xin ctian thidnhi cam On cac ttiag co gia.o diridng /hai tioe Jtinht te Qaoc dan, dac tied ta cac ttidg co giao t/iong /tuna dtiriang mai, n/rring ngridi da tani tint gidng dag ca gid/i da toi tiong ttidi gran hoe fa/t tai ttoriang de toi co da tieni f/tric /loan ttiien taan can •faong gaa tdnhi ngtiien cria, toi xin dac tied t/idn tiong cam an iri gid/i dd co cang gag tan caa dfriig gido dtd (^iao &ri- dime Or dVgagen dXadn Xiang ca eo giao, dim dt JVgtuyeni ttii Arian AtriOng, ndiring ngrtdii da t/rrio titjfi hiridng dan toi thirie tiien tnan can Ona fag toi cdng xin gd'i tdi cam an tai toan ttie dan giam doc, cac an/i ctii ntidn cien jfttidng ddtinh doant cong fg d-AWti' dacti dan danig, (tXong tg dtitfOng mai dVXidt Qaang, %ong tg dLMXC Ofong A(d ca mot bocong tg ttrdc, nhiring ngridi eta n/iiet tinti gidji dd foi tiejt can cac Octian ngi to de foi co the thirie hiien taan can d mric tot ntidt MUC LUC Trang PHAN MO DAU CHUONG 1: LY LUAN CO BAN VE LUA CHON THI TRUONG MUC TIEU CUA DOANH NGHIEP 1.1 THI TRUONG MUC TIEU VA VAI TRO CUA THI TRUONG MUC TIEU TRONG HOAT DONG KINH DOANH CUA DOANH NGHIEP 1.1.1 Khai niem ve thi truing va thi truing muc tieu cua doanh nghiep 1.1.2 Vai tro cua viec xac dinh thi truong muc tieu hoat dong kinh doanh 1.1.3 1.2 cua doanh nghiep 12 Tieu thuc danh gia tiem nang thi truong muc tieu va cach xac dinh 14 HOAT DONG LUA CHON ^HI TRUING MUC TIEU CUA DOANH 15 NGHIEP 1.2.1 Xac dinh tiem nang va muc tieu kinh doanh cua doanh nghiep 15 1.2.2 Nghien cuu thi truOng rong 18 1.2.3 Phan tich thi truOng san pham chung 19 1.2.4 Phan tich thi truong san pham 20 1.2.5 Phan doan thi truOng, xac dinh cac thi truOng phan 22 1.2.6 Lua chon thi truOng muc tieu va sap xep thu tu uu tien 26 1.3 cac NHAN TO co ban ANH HUdNG den qua TRINH LUA CHON THI TRUONG MUC TIEU CUA DOANH NGHIEP 34 1.3.1 Nhom nhan to khach quan 34 1.3.2 Nhom nhan to chu quan 39 CHUONG 2: THUC TRANG KINH DOANH VA HOAT DONG LUA CHON THI TRUONG MUC TIEU CUA CAC CONG TY TNHH KINH DOANH VAT LIEU XAY DUNG TREN DIA BAN HA NOI 2.1 44 THI TRUONG VAT LIEU XAY DUNG HA NOI VA DAC DIEM CUA CAC CONG TY TNHH KINH DOANH VAT LIEU XAY DUNG TREN DIA BAN HA NOI 44 2.1.1 Dac diem thi truOng vat lieu xay dung Ha Noi 44 2.1.2 Dac diem cua cac cong ty TNHH kinh doanh vat lieu xay dung tren dia ban Ha noi 2.2 THUC TRANG LUA CHON THI TRUONG MUC TIEU VA TAC DONG CUA NO DEN KET QUA HOAT DONG KINH DOANH CUA CAC CONG 62 TY TNHH KINH DOANH VAT LIEU XAY DUNG TREN DIA BAN HA NOI 2.2.1 Thur trang lua chon thi truong muc tieu cua cac cdng ty TNHH kinh doanh vat lieu xay dung tren dia ban Ha Noi 2.2.2 73 73 Phan tich anh huong cua cong tac lua chon thi truong muc tieu den ket qua hoat dong kinh doanh cua mot so cong ty TNHH kinh doanh vat lieu xay dung tren dia ban Ha Noi (lay cong ty TNHH Bach Son Tung lam vi du) 86 NHAN XET- DANH GIA CHUNG VE HOAT DONG LUA CHON THI 2.3 TRUONG MUC TIEU CUA CAC CONG TY TNHH KINH DOANH VAT LIEU XAY DUNG TREN DIA BAN HA NOI 94 2.3.1 Diem manh 94 2.3.2 Diem yeu 95 2.3.3 Nguyen nhan ton tai 96 CHUONG 3: GIAI PHAP HOAN THIEN LuA CHON THI TRUONG MUC TIEU CUA CAC CONG TY TNHH KINH DOANH VAT LIEU XAY DUNG TREN DIA BAN HA NOI 3.1 xu huong phat trien hoat dong kinh doanh cua cac cong TY TNHH KINH DOANH VAT LIEU XAY DUNG 2000-2010 3.2 98 98 QUAN DIEM CHUNG VE LUA CHON THI TRUONG MUC TIEU CUA CAC CONG TY TNHH KINH DOANH VAT LIEU XAY DUNG TREN DIA BAN HA NOI 3.3 100 GIAI PHAP CO BAN HOAN THIEN LUA CHON THI TRUONG MUC TIEU CUA CAC CONG TY TNHH KINH DOANH VAT LIEU XAY DUNG TREN DIA BAN HA NOI 3.3.1 103 Cac giai phap ve nghien cuu thi truong, nghien cuu tiem nang va muc tieu cua doanh nghiep 103 3.3.2 Cac giai phap ve hoan thien quy trinh danh gia thi truong muc tieu 107 3.3.3 Cac giai phap ve hoan thien lua chon thi truOng muc tieu 109 3.3.4 Giai phap khai thac thi truong muc tieu 111 3.4 CAC DIEU KIEN THUC HIEN GIAI PHAP 3.4.1 Dieu kien thuoc moi truong ben ngoai 121 3.4.2 Dieu kien thuoc noi bo cong ty 122 121 KET LUAN 125 PHU LUC 127 DANH MUC TAI LIEU THAM KHAO 129 DANH MUC BANG BIEU, HINH VE TRONG LUAN VAN Ky hieu Ten Trang 1.1 1.2 1.3 1.4 1.5 1.6 Hinh 1.7 Bieu 2.1 Bieu 2.2 Bieu 2.3 Bieu 2.4 Bieu 2.5 Cau true bac thi truong cua doanh nghiep Tien dong ehuydn hoa tap khach hang tren thi truOng Hinh anh thi truong va cac phan doan Nam luc lupng quyet dinh muc hap dan ve co cau cua thi truong Rao can va kha nang sinh lpi cach tiep can thi truong muc tieu Cac buoc nghien cuu va xac dinh thi truong muc tieu Dien tich nha d xay dung moi tai Ha Noi th 1995-2002 San pham vat lieu xay dung chu yeu nudc th 1995-2001 San pham vat lieu xay dung chu yeu tren dia ban Ha Noi th 1995-2002 So' lupng nhap khau cua Viet Nam th 1995-2001 So lupng doanh nghiep khu vuc kinh te tu nhan lap tren dia ban Ha Noi nam 2000-2001 So lupng doanh nghiep khu vuc kinh te tu nhan tang von tren dia ban Ha Noi nam 2000-2001 Tinh hinh lao dong cua mot so cong ty TNHH kinh doanh vat lieu xay dung th 1999-2002 Tinh hinh von kinh doanh cua mot so cong ty TNHH kinh doanh vat lieu xay dung th 1999-2002 Su ton tai chien lupc kinh doanh tai mot so cong ty TNHH kinh doanh vat lieu xay dung tren dia ban Ha Noi Tinh hinh nhan su tham gia lua chon thi truong muc tieu cua mot so cong ty TNHH kinh doanh vat lieu xay dung Cach thuc thu thap va xh ly so lieu cua mot so cong ty TNHH kinh doanh vat lieu xay dung Tinh hinh sh dung cong cu danh gia thi truOng tiem nang cua mot so cong ty TNHH kinh doanh vat lieu xay dung Ket qua lua chon thi truong muc tieu cua mot so cong ty TNHH kinh doanh vat lieu xay dung tren dia ban Ha Noi Thi truOng muc tieu cong ty Bach Son Tung lua chon th 2000-2002 Bao cao ke't qua hoat dong kinh doanh cua cong ty TNHH Bach Son Tung nam 2000-2002 Doanh thu cua mot so' cong ty TNHH kinh doanh vat lieu xay dung th 1999-2002 Lpi nhuan cua mot so cong ty TNHH kinh doanh vat lieu xay dung th 1999-2002 He thong hP trp quyet dinh Marketing So sanh va danh gia trien vong cua thi truOng 11 12 23 28 29 31 33 46 52 53 56 64 Hinh Hinh Hinh Hinh Hinh Hinh Bieu 2.6 Bie’u 2.7 Bieu 2.8 Bieu 2.9 Bieu 2.10 Bieu 2.11 Bieu 2.12 Bieu 2.13 Bieu 2.14 Bieu 2.14 Bieu 2.15 Bieu 2.16 Hinh 3.1 Bieu 3.2 64 74 75 76 77 78 80 81 84 85 87 88 104 109 DANH MUC CHU VIET TAT DUNG TRONG LUAN VAN TT Dien giai Chtt viet tat HDQT Hoi dong quan tri NQ Nghi quyet QDUB Quyet dinh uy ban GDP Tong san pham quoc noi TP Thanh TNHH Trach nhiem huu han TU7TW Trung u'o'ng VLXD Vat lieu xay dung Luari van Cao hoc K9 &/2003 PHAN MO DAU I SUCANTHIET NGHlfiN CtfU II Trong qua trinh hoi nhap vdi nPn kinh te the gidi, khu vuc kinh te ngoai quoc doanh Ha Noi dang dong mot vai tro quan trong su phat trien chung cua nen kinh te Viet Nam Vdi co che linh hoat, kha nang thich ring cao, nhanh nhay va sang lao, cac Cong ty TNHH da dong gop cang nhicu vao tang thu nhap binh quan ddu ngudi, giam ty lc that nghiep, niing cao dang kc nuic song cho mot bo phan khong nhd dan co Tong thu cua cac cong ty cang chiem ty dang ke thu nhap quoc dan va ty le thuan vdi dong gop cho ngan sach Nha nude Viec chinh phu to clitic nhung cuoc gap, doi thoai true tiep hang nam vdi cac doanh nghiep tai Ha Noi va TP.Ho Chf Minh da chung to su bien chuycn ldn chinh sach Tai nhung cuoc gap go nay, cd mat day du nhung phan cao nhfit cua chinh phu, cac liiep hoi va doanh nghiep va dac biet la su cd mat rat dong cac doanh nghiep ngoai quoc doanh Trong nam thuc hien Luat Doanh nghiep, da cd 60.000 doanh nghiep mdi lap, dua tong so doanh nghiep ca nude len 90.000 don vi, co tren 5.000 doanh nghiep nha nude, tren 80.000 doanh nghiep dan doanh Dai hoi lan thu’ IX cua Dang da khang dinh dudng loi, chinh sach phat trien nen kinh te thi trudng dinh hudng xa hoi chu nghia, du’a vao dong luc chu yeu la sii’c manh dai doan ket dan toe, phat huy nguon lu’c cua moi phan kinh te moi truong hop lac, canh tranh binh dang theo phap luat Dudng loi dang dupe the che hoa nham hoan thien khung phap ly cho su phat trien manh me cua cac doanh nghipp va cho su hinli dong bo kinh te thi trudng, khac phuc moi su ky thi da ton tai lau nam co che cu doi vdi kinh te dan doanh va doi vdi thi trudng Thuc tiPn cua qua trinh ddi mdi cang lam sang to tu tudng: su nghiep dan giau, nude manh doi hoi phai xay dung luc lupng xung kfch hau la doi ngu doanh nghiep va doanh nhan 3/2003 co Luan van Cao hoc K9 y chi khao khat lam giau cho minh va cho dat nudc, co tinh than dung cam, dam mao hiem dau tu phat trien san xuat- kinh doanh, co tam nhin chien luoc va y thuc kinh doanh dung phap luat vdi phuong thuc kinh doanh nang dong sang tao Hien nay, Ha Noi vdi vi tri la thu do, trung tam chfnh tri- kinh te cua Viet Nam, ben canh cac doanh nghiep nha nudc co vai tro tru cot, da co nhieu doanh nghiep thuoc dang vua va nho kinh doanh nang dong va mot so doanh nghiep tu nhan trong- ngoai nudc dau tu quy mo ldn loi kco cac doanh nghiep khac cung phat trien, tao nen chuyen bien dang ke ve kinh te va gop phan giai quyckvan de xa hoi bu'c xuc d dia phuong Chfnh nhung doanh nghiep da neu nhung van de bu'c xuc ton tai co che va nhung thac mac cung da duoc ghi nhan va giai quyet Ro rang la, chfnh phu Viet Nam da danh cho cac doanh nghiep ngoai quoc doanh mot vi trf nhat dinh su phat trien cua nen kinh te Mot nhung van de ton tai cua hau het cua cac cong ty TNHH thuoc dang doanh nghiep vua va nho la nang cao sue canh tranh De suc canh tranh cua timg doanh nghiep duoc nang len thi ho khong the khong tim hieu ve marketing nhung van de ve thi trudng can duoc quan tam dung muc Tuy nhien, qua trinh thuc hien thi cac doanh nghiep da vap phai rat nhieu kho khan chua ket hop duoc giua thuc tidn va ly thuyet Nham giai quyet nhung vudng mac qua trinh tim kiem thi trudng muc tieu cua mot so doanh nghiep TNHH hien dang kinh doanh linh vuc vat lieu xay dung- mot linh vuc dang co nhieu bien dong va phat trien rat manh me thdi gian qua, toi da chon de tai: “Lua chon thi trudng muc tieu cua cac cong ty trach nhiem huu han kinh doanh vat tu xay dung tren dia ban Ha Noi ” de gop phan giai quyet mot so vudng mac cong tac tim kiem thi trudng, nang cao hieu qua kinh doanh va thuc day su phat trien cua cac cong ty TNHH kinh doanh vat tu xay dung dac biet la cac cong ty TNHH kinh doanh vat lieu xay dung noi rieng va nen kinh te Ha Noi noi chung &I2003 Luan van Cao hoc K9 MUC TIEU NGHIEN CUU l Dd tai duqc nghien cu’u nham he thong hoa cac van de ly luan vd xac dinh va ' lua chon thi truOng muc tieu, gop phan giup cho viec xac dinh-lua chon thi truOng muc tieu cua cac doanh nghiep tu nhan hoat dong kinh doanh Dd tai cung dat cac van dd can giai quyet thuc trang lua chon thi truOng muc tieu va tac dong cua no den hoat dong kinh doanh d cong ty TNHH Bach Son Tung (vf du) va th dd cac giai phap hoan thien hoat dong tim kiem va lua chon thi truOng muc tieu cua cac cong ty TNHH kinh doanh vat lieu xfty dung tren dia ban Ha Noi , DOT TVONG NGHIEN CUU VA PHAM VI NGHIEN CUU 3.1 - Doi tuo'ng nghien cu’u Ly thuyet vd thi truOng va lua chon thi truOng muc tieu o cac doanh nghiep - Thuc trang lua chon thi truOng muc tieu cua cac cong ty TNHH kinh doanh vat lieu xay dung tren dia ban Ha Noi Khao sat hoat dong lua chon thi truOng muc tieu d mot so cong ty TNHH dac biet la cong ty TNHH Bach Son Tung nham tim nhung van dd, dac diem, xu hudng chung vd lua chon thi truOng muc tieu cua cac cong ty TNHH kinh doanh vat lieu xay dung tren dia ban Ha Noi - Cac nhan to co ban anh hudng toi lua chon thi truOng muc tieu cua cac cong ty TNHH kinh doanh vat lieu xay dung tren dia ban Ha Noi 3.2 Pham vi nghien cu’u: Noi dung nghien cuu cua luan van co the duqc xac dinh rat rong Trong didu kien cu the, luan van tap trung nghien cu’u nhung van dd sau: - Nghien cun ly luan tong quat vd thi truOng va lua chon thi truOng muc tieu cua doanh nghiep kinh doanh co che thi truOng Luan van Cao hoc K9 &/2003 thu canh tranh va phai co she truyen cam de lam rung dong trai tim va tam tri ngudi mua De co duoc hinh anh sau sac can co su sang tao va rat nhieu cong she, the hien bang: - Bieu tuong: mot hinh anh sau sac gom mot hay nhieu bieu tuong lam cho ngudi ta lien tuong den cong ty hay nhan hieu Logo cua cong ty va nhan hieu phai duoc thiet ke' de co the nhan lap tuc - Chu viet va phuong tien nghe nhin: cac bieu tuong da chon phai duoc dua len quang cao de truyen dat nhan cach cua cong ty hay nhan hieu Quang cao phai truyen dat mot tinh tiet, mot tam trang, mot mu'c cong hieu hay mot dac diem noi bat Thong diep phai duoc dang tai nhung an pham khac nhu: bao cao hang thang, hang nam, catalog, phong bi, cac giay td lien quan nhu giay bao gia, bang gia, bien ten Bang hieu va danh thiep cua cong ty phai phan anh duoc hinh anh ma cong ty muon truyen dat - Khung canh: khong gian vat ly san xuat hay cung ung san pham va dich vu cua cong ty cung la mot yeu to tao hinh anh rat cong hieu - Su kien: cong ty co the tao dac diem nhan dang qua nhu'ng loai hinh su kien ma no bao tro Cu the, vdi tam voc cua mot cong ty TNHH thi Bach Son Tung nen bao tro cho nhung giai bong da mini hay cau long cua thieu nien tren dia ban cong ly dang hoat dong Cong ty cung nen nhan dip lap cong ty hay cac le, tet gui tang nhung mon qua co gia tri thiet thuc cho nhu’ng em hoc sinh ngheo vuot kho, nhung gia dinh kho khan neo don, hay cac ba me Viet Nam Anh Thiet nghi day la nhung hanh dong thiet thuc de cong ty dong gop cong suc cua minh cho xa hoi ma dong thdi van tao duoc hinh anh tot dep cua cong ty tren thi trudng 3.3.4.5 Xay dung chien luoc dinh vi tren thi trudng muc tieu a) Danh gia cac dac diem khac biet 117 &I2.OO7) Luan van Cao hoc K9 Chung ta da thay rang, co the tao dung nhung dac diem khac biet cho bat ky cong ty hay nhan hieu nao Thay vi nghi rang minh dang ban mot mon hang, cong ty phai thay nhiem vu cua minh la bien mon hang khong khac biet mot mat hang khac biet Van de mot phan la d chd: phai y thu’c dupc rang ngudi mua co nhu’ng nhu cfiu khac va vi vay ho chu y den nhung hang hoa khac Song khong phai tat ca tat ca nhung dac diem khac biet cua nhan hieu deu co y nghia hay cd gia tri- khong phai moi thu khac biet deu tao nen dac diem khac biet Mdi dac diem khac biet ddu co kha nang gay chi phi cho cong ty cung nhu lao fch lpi cho khach hang Vi vay cong ty pluii lua chon mot each than phuong thu’c de lam cho minh khac biet vo’i cac doi thu canh tranh Chi nen tao diem khac biet san pham/nhan hieu thoa man cac dieu kien sau: - Quan trong: diem khac biet dd dem lai lpi fch cd gia tri ldn cho mot so kha dong ngudi mua - Dac biet: diem khac biet dd khong cd tap hay dupc cong ty tao mot each dac biet - Tot hon: diem khac biet dd la each tot hon so vdi nhu’ng each khac de dat dupc nhung (ch lpi nhu’ - Dd truyen dat: diem khac biet dd dd truyen dat va dap vao mfit ngudi mua - Kho bat chudc: diem khac biet dd khong dd dang bi cac doi thu chep - Vira tui tidn: ngudi mua cd the cd du tien de tra cho diem khac biet dd - Cd lpi: cong ty thay rang tao dac diem khac biet dd la cd lpi b) Quyet dinh sd I itemg diem khac biet Mdi cong ty ddu muon khuyech truong mot sd ft diem khac biet cd sue hap dim manh nhat doi vdi thi trudng muc tieu cua minh Vide dinh vi doi hoi cong ty phai khuyech truong bao nhieu diem khac biet va nhu’ng diem khac biet nao danh cho khach hang muc tieu Nhieu ngudi lam marketing chu truong chi khuyech truong mot fch lpi doi vdi thi trudng muc lieu Moi nhan hieu/san phdm efin tim lay mot thuoc tfnh rdi chao &I2.OO7) Luan van Cao hoc K.9 ban nhir la nhan hieu “sd mot” ve thuoc tfnh dd Ngirdi mua co xu hudng nhd thong diep “sd mot” nhat la mot xa hoi Iran ngap thong tin Mot sd vi tri sd mot can khuyech truong la gi? Nhung vi tri chu yeu la: chat luong tot nhat, dich vu tot nhat, gia thap nhat, gia tri ldn nhat, cong nghe lien tien nhat Neu cong ty tich cue giai quyet cho dupe mot nhung vi tri roi lien tuc tuyen truydn ve no thi chSc chan nd se dupe noi tieng nhat va dupe nhd den nhat vi mat manh dd Khong phai moi ngudi deu nhat tri ve viec dinh vi mot ich lpi bao gid cung tot nhat Cong ty cd the cd gang dinh vi hai ich lpi Dieu cd the la can thiet ncu hai hay nhieu cong ty cung khang dinh la minh dat tot nhat vd cung mot thuoc tinh Y la tim mot mdu thi trudng dac biet phan doan thi trudng muc tieu dd Cung cd kha nang cd nhung trudng hop dinh vi bang ba lpi ich Ro rang la nhieu khach hang mong muon ba lpi ich nhung van dd thach thuc la thuyet phuc rang nhan hieu dd dam bao dupe ca ba lpi ich Khi lam viec nay, cong ty cluing to da nhap lai dong thdi ba doan thi trudng thay vi chon lung doan Cd nhung thdi ky cac phan doan trd nen rat nho nen cac cong ty deu co gSng md rong chien luoc dinh vi de hap dan dupe nhieu doan thi trudng hon Quyet dinh chon khuyech truing cac diem khac biet cd nguy co lam cho khach hang mat tin tuong va vide dinh vi se khong ro rang Do dd cong ty phai tranh bon sai lam chu yeu sau day: - Dinh vi khong ro rang: ngudi mua cd the cd mot hinh anh khong ro rang vd nhan hieu dua qua nhieu quang cao hay thay doi vi tri cua nhan hieu nhieu lan &12003 - Luan van Cao hoc K9 Dinh vi qua thap: mot so cong ty xac dinh rang mot so ngudi mua chi co hinh anh mo ho ve nhan hieu do, ngudi mua thuc su khong nghi den la no co mot tfnh chat dac biet nao Diem tien loi ldn nhat giai quyet van de dinh vi la no cho phep doanh nghiep giai quyet luon ca van de marketing-mix Marketing-mix bao gom: san pham,.gia ca, phan phoi, xuc tien la cot loi cua viec hoach dinh nhung chi tiet chien thuat cua chien luoc dinh vi Khi tim kiem chien luoc dinh vi, ngudi lam marketing co the di theo mot so chien luoc dinh vi sau: - Dinh vi san pham tren mot thuoc tfnh nao cua nhan hieu - Dinh vi tren nhung nhu cau no thoa man duoc hay nhung loi (ch ma chung dem lai cho khach hang Dinh vi theo cong nang cua mat hang Dinh vi theo tang ldp ngudi sir dung Dinh vi bang cach so sanh truc tiep vdi san pham cua doi thu canh tranh Dinh vi tach biet han vdi cac doi thu canh tranh hay co the dinh vi san pham cua doanh nghiep vdi cac loai nhan hieu khac Thong thudng, cac chuyen gia marketing co the phoi hop nhung chien luoc marketing va van dung linh hoat tren thi trudng de dinh vi tot nhat nhan hieu/san pham cua minh Sau da thiet ke mot chien luoc dinh vi ro rang, doanh nghiep can phai tuyen truyen vi tri cua no mot cach cong Nhieu doanh nghiep cong deu tim cach tuyen truyen d nhung diem khac biet co uu the cua minh va co gang dam bao cho khach hang su thoa man ma ho doi - Tom lai, viec dinh vi cua doanh nghiep phai dua tren co sd hieu biet ro thi trudng muc tieu dinh nghia ve gia tri nhu the nao va lua chon nhung ngudi ban Nhiem vu dinh vi gom ba budc: Thu nhat la, cong ty phai phat hien nhung dieu &I2.00?) Luan van Cao hoc K9 khac biet vd san pham, dich vu, nhan sir va hinh anh cua cong ty co the tao duoc de phan biet vdi doi thu canh tranh Thii hai id, cong ty phai ap dung tieu chuan de lira chon nhu’ng diem khac biet quan nhat Thii ba la, cong ty phai tao diroc nhu’ng tin hieu co hieu qua de thi trudng muc tieu co the phan biet duoc minh vdi doi thii canh tranh 3.4 CAC Dlfiu KlfiN THUC HI$N GIAI PHAP dung diroc cho tat ca cac doanh nghiep dang kinh doanh vat lieu xay dung tren dia ban Ila Noi La nhung doanh nghiep kinh doanh thuong mai nen nhung hoat dong cd ho se chiu rat nhieu tac dong ca mdi trudng ben ngoai lSn chinh ban than doanh nghiep Do vay ma mot so giai phap chi cd the ap dung duoc neu dam bao nhu’ng dieu kien co ban sau: 3.4.1 Dieu kien thuoc mdi trudng ben ngoai Didu kien thuoc moi trudng ben ngoai cd the noi la cac dieu kien tien quyet va bdt kha khang doi vdi tat ca cac doanh nghiep Mot giai phap cu the thdi diem cd the la dung nhung cd su bien dong d tain vi mo nhu: - Chinh sach cua chinh phu, quyd't tam tao them dong luc cho phat trien kinh te, tao co hoi cho doanh nghiep phat trien duoc on dinh, nhat qudn - Chien tranh (lam gia nguyen lieu tang), linh hinh chinh tri the gidi bat on (lam thay doi ty gia ngoai te) se lam cho cac doanh nghiep vira va nho phai cd nhung giai phap khac vd thi trirdng mem deo hon, thfch hop hon - Ngoai cd sir tac dong cua cac nha san xuat Vi du nhu thdi gian qua, gia phoi thep nhdp khau tang, ma nhu cau vd thep xay dung vdn rat ldn, luong phoi thep cua nguon nudc chi du san xuat va cung cd'p thep 121 Lu^n van Cao hoc K9 &I2003 cho thi trudng mot thang nen dieu lam gia san pham lien tuc tang lam cac Cong ty TNHH cung bat buoc phai xem lai cac ke hoach cung cap hang cho cac doi tac Hay viec cac nha san xuat nudc luon bi dong trudc nhu cau thi trudng khien cac sot ve xi mang, sat thep luon gay kho khan cho cac doanh nghiep - Su phat trien dot bien cua cac cong ty nganh nhat la su xuat hien cua nhung cong ty co tiem luc tai chfnh manh se lam cho cong ty phai xet tdi chien luoc kinh doanh cua minh 3.4.2 Dieu kien thuoc noi bo cong ty Cac giai phap duoc dua du co tfnh kha thi nhung co duoc thuc hien hay khong va thuc hien co dut diem hay khong thi dieu lai phu thuoc hoan toan vao nhung nhan su cac doanh nghiep Do vay nhung giai phap se co ket qua tot neu bo may lanh dao cua cac doanh nghiep on dinh, khong co su xao tron ve nhung nhan su cao cap Dieu tac dong rat ldn den quan diem kinh doanh cua doanh nghiep vi neu co su thay doi nay, bat buoc cac giai phap cung phai thay doi de phu hop vdi chfnh sach mdi cua chu doanh nghiep Vi vay, day cung chi la nhung goi y ve dieu kien noi bo cua cong ty: - Tang cudng/ danh ngan sach cho viec nghien cuu xac dinh thi trudng muc tieu va xay dung chien luoc tiep can thi trudng muc tieu cho tdng thdi diem Lua chon thi trudng muc tieu phai xuat phat td chien luoc kinh doanh cua cong ty cung thdi ky Neu cong ty chua co chien luoc kinh doanh thi cong ty co the lay muc tieu, ke hoach dai han lam co so xay dung quy trinh lua chon thi trudng muc tieu Khi khong co ke hoach ngan sach cho marketing thi nhung khau khac hoat dong lua chon thi trudng muc tieu cung bi dong va kem hieu qua Cong ty co the ap dung phuong phap xac dinh ngan sach cho 122 &/2.003 Lu^n van Cao hoc K.9 marketing tren ccf sd kha nang c1i6u kien tai chinh cho phep cua cong ty hoac tren co so cua muc tieu kinh doanh - Chu dau tu vao khau tuyen dung va dao tao can bo nhan vien de phuc vu cho hoat dong nghien ctru va lira chon thi trudng muc tieu Nhan su' la yeu to co ban efiu len boat dong san xudt kinh doanh, la yeu to de tao gia tri thang du, la vu lpi hai de canh tranh Trong bat ky mol hoat dong nao, neu khong co ngudi co trinh dp, kien thuc, kinh nghiem till se kho dat dupc ket qua nhu mong muon, tham chi cd trudng hpp ngudi lai la nguyen nhan cua su that bai cong viec Dac biet, nen kinh te thi,trudng van de dupc the hien rd net nhat Cac doanh nghiep cd dieu kien nen mdi cac nha chuyen mon de dupc hudng dfin true tiep hoac gu'i nhan vien tham gia cac khoa hoc ve marketing va thi trudng Thanh lap phong Marketing vdi cac nhan su da dupc dao tao nghiem tuc ve nghien cull thi trudng va hieu biet day du ve san pham cua cong ty Luon gui bao gia tdi cho cac don vi thi cong nhan dupc khuyen mai cua nha may va chu dong theo sat ke hoach thi cong cua cac don vi thi cong ldn qua dd cd the len ke hoach cho tirng thang, ttrng quy cua doanh nghiep Thiet lap mdi quan he dau vao tot bang each dam phan vdi cac ngan hang de bao lanh cac hpp dong ldn nhfim dam bao tot khau toan cho cac nha may san xurit - Tliiet lap them nhieu nguon hang mdi, da dang hon nham dap dug nhu cau ca biet cua cac cong trinh ldn, chu tdi cac nha may cd chung chi nguon goc xuat xir dam bao gia tri, chat lupng Id hang - Tliiet Dp co che thudng, khuyen khfch tang doanh sd cho cac nhan vien phong kinh doanh Didu se khfch Id ho san sang di tdi nhung cong trinh xa - Dfiu tu vao cac phuong tien van chuyen cho cd the dap ting hang hoa cho cong trinh 24/24 Cd the mua qua thud bao tai chfnh cac loai xe tai tir 0,5-60 tfin de cd the boat dong noi lan di cac tinh xa 123 Luan van Cao hoc K9 &/2.003 - Dau tir co sd vat chat, cac phuong tien de phan tfch danh gia tinh hinh thi trudng nhu: may vi tfnh noi mang Internet de theo doi tinh hinh nguon hang, dat cac bao chi chuyen nganh de tong hop tin nhanh va chfnh xac, dat mua Cong bao de theo ddi cac thong tu cua cac Bo- nganh, thudng xuyen dat mua nhung sach chuyen nganh ve Marketing de nhan vien co the tham khao nang cao trinh ii ' 124 Lu^n van Cao hoc K9 8/2.003 KET LUAN Doi chieu vdi muc dich nghien cuu de ra, luan van da dat du’qc nhung ket qua sau day: • Ve mat ly luan: luan van da khang dinh duqc vai tro dac biet quan cua viec lua chon thi trudng muc tieu hoat dong kinh doanh cua cac doanh nghiep vua va nho Dong thdi luan van da he thong hoa theo trinh tu tat ca cac budc co ban cua quy trinh tim kiem, lua chon va phuong phap lua chon thi trudng muc tieu cua cac doanh nghiep tu nhan noi chung Day cung la co so ly luan chung va day du nhat de cac cong ty TNHH theo dac diem kinh doanh rieng co cua minh ma van dung vao viec lua chon thi trudng muc tieu cua minh Day cung la can cu de cho cac cong ty tu tim nhung mat han che va phat huy het nhung nguon luc cua minh de xac dinh chd dUng cua doanh nghiep tren thuong trudng • Luan van da di sau phan tfch tinh hinh kinh doanh tren thi trudng vat lieu xay dung cung vdi cac dac diem cua no dia ban Ha Noi va phan tfch thuc trang lua chon thi trudng muc tieu cua doanh nghiep cung hoat 'dong linh vuc kinh doanh vat lieu xay dung de nghien cuu Luan van cung rut nhung nhan xet ve mat manh, mat yeu chung cua cac doanh nghiep hoat dong lua chon thi trudng muc tieu cung nguon luc va muc tieu kinh doanh cua ho vdi cac nguyen nhan chu quan va khach quan • Qua do, luan van cung neu duqc nhung giai phap cu the cho cac hoat dong nghien cu’u, lua chon thi trudng muc tieu tai cong ty TNHH kinh doanh vat lieu xay dung tren dia ban Ha Noi va theo thuc trang cu the cua mdi doanh nghiep ma ho co the sd dung nham giai quyet nhung diem yeu dang ton tai Day la mot de tai thuc tidn ve hoat dong lua chon thi trudng muc tieu cua cac cong ty TNHH kinh doanh vat lieu xay dung tren dia ban Ha noi la loai doanh 125 &/2.003 Luan van Cao hoc K9 nghiep nho nen co rat nhi£u khiem khuyet nghien chu va phan tfch Mac du vdi su giup dd tan tinh cua cac thay co giao hudng dan, tac gia cung da co gang ap dung nhung kien thhc da hoc vao viec tim toi cac giai phap vdi mong muon gop phan nao vao viec giai quyet nhung diem yeu viec lua chon thi trudng muc tieu cua cac doanh nghiep thuong mai noi chung nhung khuon kho gidi han cua mot luan van cao hoc, tac gia khong tranh khoi nhung sai sot nen rat mong duoc su gop y cua doc gia 126 Luan van Cao hoc K9 &2005 PHU LUC TONG SAN PHAM TRONG NU6C (theo gid hien hanh) VA CO CAU (%) PHAN THEO THANH PHAN KINH TE THOi KY 1995-2001 Tong so 228.892 (ty dong) 2001 2000 1999 1995 100,00 399.942 100,00 441.646 100,00 484.493 100,00 (%) (ty dong) (%) (ty dong) (%) (ty dong) (%) Kinh te Nha nude 91.977 40,18 154.927 38,74 170.141 38,52 186.958 38,59 Kinh te' tap the 23.020 10,06 35.347 8,84 37.907 8,58 39.763 8,21 Kinh te' tu nhan 7.139 3,12 13.461 3,37 14.943 3,38 18.256 3,77 82.447 36,02 131.706 32,93 142.705 32,31 155.655 32,13 9.881 4,32 15.543 3,89 17.324 3,92 20.337 4,20 14.428 6,30 48.958 12,23 58.626 13,27 63.524 13,11 Kinh te ea the’ Kinh te hdn hop Khu vue eo von dfiu tu nude ngoai Nguon: Tong cuc Thong ke PHU LUC TONG MUC LUU CHUYEN HANG HOA BAN LE HANG HOA-DOANH THU DICH VU TRONG NU'6C (theo gid hien hanh) VA CO CAU (%) PHAN THEO THANH PHAN KINH TE THOH KY 1995-2001 Tong so 121.160 (ty dong) Kinh te Nha nude Kinh te tap the Kinh te' tu nhan va 2001 2000 1999 1995 100,00 200.924 100,00 220.411 100,00 (%) (ty dong) (%) (ty dong) (%) 238.123 (ty dong) 100,00 (%) 27.367 22,6 37.293 18,6 39.206 17,8 42.189 17,7 1.090 0,9 1.407 0,7 1.763 0,8 1.905 0,8 90.264 74,5 149.487 74,4 162.222 73,6 175.259 73,6 1.839 1,5 10.105 5,0 13.759 6,2 14.946 6,3 600 0,5 2.632 1,3 3.461 1,6 3.824 1,6 ea the Kinh te' hdn hop Khu vue eo von dfiu tu nude ngoai Nguon: Tong cuc Thong ke 127 Luan van Cao hoc K-9 &I2.003 PHU LUC TONG SAN PHAM DIA BAN HA NOI (theo gio hien hanh) PHAN THEO THANH PIIAN KINH TETIKH KY 1995-2000 Don vi tfnh 2000 1995 1998 1999 14.499,4 24.082,6 27.038,8 29.569,8 10.241,0 15.697,7 17.075,5 18.656,8 Khu vuc kinh te ngoai quoc doanh 3.322,7 4.839,0 5.853,8 6.346,5 Khu vuc co vdn dftu tu nudc ngoai 935,7 3.045,9 3.936,5 4.566,5 ty dong Tong so Khu vuc kinh te Nha nude Nguon: Cue Thong ke Ha noi PHU LUC TONG MUC LUU CHUYEN HANG HOA BAN LE HANG HOA VA DOANH THU DICH VU THANH PHO HA NOI TIKlI KY 1995-2001 (theo gid hien hanh) 1998 1995 l ong inure (ty dong) 12.690 1999 18.527 18.033 2000 20.885 2001 23.680 Nguon: Cue Thong ke Ha noi PHU LUC CO CAU TONG MUC LUU CHUYEN HANG HOA BAN LE VA DOANH THU DICH VU THANH PHO HA NOI PHAN THEO THANH PIIAN KINH TE TII(H KY 1995-2001 1995 Tong so- Bon vi tinh: % 1998 1999 2000 2001 100,00 100,00 100,00 100,00 100,00 29,40 26,01 25,11 21,74 21,11 0,41 0,43 0,45 0,54 0,51 64,29 64,33 60,31 62,48 61,15 Kinh td hdn hop 2,02 5,24 9,90 10,86 12,71 Khu vuc co von dAu tu nudc ngoai 3,88 3,99 4,23 4,38 4,52 Kinh te Nha nudc Kinh td tap the Kinh te tu nhan va ca the’ Nguon: Cue Thong ke Ha noi 128 bl200'S Luan van Cao hoc K9 DANH MUC CAC TAI LIEU THAM KHAO ■ TS Vu Tuan Anh: Thu lao cho c.hu doanh nghiep- Thdi bao Kinh te so 35 221212003 TS Ngo Xuan Binh: Marketing ly thuyet va van dung- Nha xuat ban Khoa hoc xa hoi (2001) J Ban Vat gia Chinh phu/ Tap chi Thi trudng gia ca: Kinh te Ha noi trudc them the ky XXI, Nha xuat ban Ha noi (2001) Cong ty TNHH Bach Son Tung- Bao cao ket qua hoat dong kinh doanh cong ty nam 1999, 2000, 2001, 2002 Cong ty TNHH Hong Ha- Bao cao ket qua hoat dong kinh doanh cong ty nam 1999, 2000, 2001, 2002 Cong ty TNHH Hai Van- Bao cao ket qua hoat dong kinh doanh cong ty nam 1999, 2000, 2001, 2002 T Cong ty TNHH Thuong mai Nhat Quang- Bao cao ket qua hoat dong kinh doanh cong ty nam 1999, 2000, 2001, 2002 Cong ty TNHH Phuong Nam- Bao cao ket qua hoat dong kinh doanh cong ty nam 1999, 2000, 2001, 2002 Cong ty TNHH Ngoc Son- Bao cao ket qua hoat dong kinh doanh cong ty nam 1999, 2000, 2001, 2002 i 10 Thac sT Nguyen Quynh Chi: Thi trudng muc tieu- Chuong trinh phat trien du an song Mekong (1998) 11 Pierre Clement va Nathalie Lancret: Ha Noi- Chu ky cua nhung doi thay- Hinh thai kien true va thi, Nha xuat ban Khoa hoc va Ky thuat (2003) 12 Cuc Thong ke Ha Noi: Nien giam Thong ke Thanh Ha Noi 2000­ 2001- 2002 129 &I2.OO3 Luan van Cao hoc K9 15 GS.TSTd Xudn Dan- TS Vu Trong Lam: Ca che chinh sach dac thu phat trien Thu Hd Noi- Mot sd dinh hudng ca han, Nha xuat han Khoa hoc vd Ky thuat (2003) 14 Dang Cong san Viet Nam: Van kien Dai hoi dai hieu toan quoc ldn thd IX- Nhd xuat han Chinh tri Quoc gia (2001) 15 PGS TS Dang Dinh Dao, PGS TS Hoang Du'c Than: Giao trinh Kinh te'Thwang mai, Nhd xuat han Tliong ke (2001) 16 TS Robert W Haas- Thac sT Ho Thanh Lan lu'efe dich: Marketing Cong nghiep, Nhd xuat han Thong ke(1994) 17 TS Nguydn thi Xudn Huang: Xue tien ban hang kinh doanh thuo'ng mai d Viet Nam- Nhung van de ly luan vd thuc tien, Nhd xuat han Thong ke (2001) 18 PGS TS Nguyen Bach Khoa: Marketing thu'o'ng mai, Nhd xuat ban Giao due(1999) 19 Philip Kotler: Marketing can han, Nhd xuat han Thong ke (1994) 20 TS Nguydn thi NhuLiem: Marketing can han, Nhd xuat han Giao due (2001) 21 GS.TS Phung Van Lu: Vat lieu vd san pham xay dung, Nhd xuat han Xay dung (2002) 22 Kenichi Ohmae: Tu'duy cua nhd chien lu'o’c, Vien nghien cu'u Quan ly Kinh teTrung uung (1990) 25 Phong Thuotng mai vd Cdng nghiep Viet Nam: Doi thoqi vd hc/p tac: Cuoc tiep xuc giua Thu tudng Chinh phu vd cac Doanh nghiep vd ngoai nudc, Nhd xuat ban Thong ke (2002) 24 TS Nguyen Xudn Quang: Giao trinh Marketing thuotng mai, Nhd xuat han Thong ke (1999) &I2.00Z) Luan van Cao hoc K9 25 TS NguyTn Xudn Quang, TS Nguyen Thi'fa Loe: Giao trinh Quan tri doanh nghiep thu'o’ng mai (dung cho cao hoc), Nha xuat ban Thong ke (1999) 2b Sd Ke hoach Ddu tit Ha Noi- Bao cao hoat dong ddu tut sau Luat Doanh nghiep tai Thanh Ha Noi nam 2002 27 TS Ha Huy Thanh: Thanh phan kinh te cd the, tieu chu vd tie ban tic nhan- Ly luan vd chinh sach, Nlid xuat ban Chinh tri Quoc gia (2002) 28 Vh Quoc Tuan: Doanh nghiep vd doanh nhan kinh te thi tru'dngNhd xuat ban Chinh tri Quoc Gia (2001) 29 UNDP& MPIIDSI: Viet Nam hudng tdi 2010 (Tap 1), Nha xuat ban Chinh tri Quoc gia (2001) 50 UNDP& Vien Nghien cu’u Quan ly kinh te Trung Udng: Luat Doanh nghiep vd cac van ban hudng dan thi hanh, Nha xuat ban Chinh tri Quoc Gia (2000) 51 TS Nguyen Cao Van: Marketing Quoc te, Nha xuat ban Giao due (1997) 52 V/f// Nghien cuu Quan ly kinh te Trung Udng: Bao cao “Mot sd net ve thuc trang hien ciia khu vice kinh te ticnhan dViet Nam” (1-1999) Vien Nghien edit chien hco'c phat trien kinli te- xa hoi Ha Noi: Bao cao tinh hinh phat trien kinh te- xa hoi thang ddu nam 2003 cua TP Hd noi (8-2003) 131