Luận văn các giải pháp về quản lý lực lượng bán ở công ty tnhh fosters đà nẵng trong giai đoạn 2003 2005

BO GIAO DUC VA DAO TAO DAI HOC DA NANG M f NGO NGOC DUNG CAC GIAI PHAP Vi QUAN LY LUC LUONG BAN CONG TY TNHH FOSTER’S DA NANG TRONG GIAI DOAN 2003 - 2005 luAn van thac • • DA NANG 2003 si BO GIAO DUC VA DAO TAO DAI HOC DA NANG — — NGO NGOC DUNG CAC GIAI PHAP Vfi QUAN LY LUt LUONG BAN d CONG TY TNHH FOSTER’S DA NANG TRONG GIAI DOAN 2003 - 2005 CHUYEN NGANH : QUAN TRI KINH DOANH MA SO : 5.02.05 LUAN VAN THAC SI DAI HOC KTQD TRUNG TAM THONG TIN THJVie s, Ngudi huong dan khoa hoc: TS DOAN GIA DUNG Da Nang, Nani 2003 MUC LUC Trang CHU’O'NG 1:' CO’ 'SO’ LY LUAN vE QUAN TRI BAN HANG 1.1 tong quan -VE ban hang ca nhan va quAn tri ban hang ' 1.1.1 Ban hang ca 1.1.2 Quan tri ban hang ,’ , ,,.,,,.,,,,,,,,,,,,,,,,,,,,,,,,,,,,,8 ,1.1.3 Mbi quan he gifla ban hang vdi cac chien iuqc va chinh sach khac ,,,.,, ,,,8 1.2 NOI DUNG CUA QUAN TRI LU’C LU’QNG BAN HANG , ,,,,,., , ,.11 1.2.1 Cac tiln dl cua quan tri idc iUdng ban hang ,, ., , ,,,, ., ,,1 ' 1.2.2 NOi dung cua quan tri iUc iupng ban hang , ,.,,, ,,,,, ,, ,.,,15 CHUONtG 2: * THVC TRANG HOAT DONG CUA LUt LUO’NG BAN HANG O ! • • • • • • CONG TY TNHH FOSTER'S DA NANG 2.1 TONG QUAN VE CONG TY TNHH FOSTER'S DA NANG .28 ' 2.1.1 Qua trinh hinh va phat trien ,,,,,.„,,,,,,,;,,,,,„,,,,,,,,,,,,,28 2.1.2 Cd cdu to chtfc cua cong ty ., 28 2.1.3 Dac diem vl : cac san pham cua cong ty 30 2.2 TINH HINH HOAT DONG KINH DOANH CUA CONG TY TNHH FOSTER'S DA NXNG TRONG NHUNG NAM 2000-2002 2.2.1 Tinh hinh thUc hien ke hoach cua cong ty TNHH Foster's Da Nang nhflng nam 2000-2002 ■ 31 2.2.2 Phan tich ket qua kinh doanh cua Cong ty TNHH Foster's Da nang nhflng nam 2000-2002 ,.,,,„.„,,„,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,32 2.2.3 Cac chi tieu tai chinh cua cong ty TNHH Foster's Da nSng nhflng nam 2000-2002 ,„,,„„,,„„„„,33 2.3 CHI^N LUQC KINH DOANH CUA CONG TY TNHH FOSTER'S DA NANG 34 2.3.1 Chien iUdc kinh doanh cua cong ty TNHH Foster's Da nang ., ,., ,, 34 2.3.2 Chien iUdc marketing 34 2.3.3 Chien iUdc • ban hang cua cong ty 34 2.4 THI TRUONG MUC TIEU VA HE THONG KENH PHAN PHOI CUA CONG TY TNHH 'FOSTER'S DA nInG .,.,,,,,,,,,, ,,,,,,,,,,,,,,,.,,,,,,,,,,,35 X M ' A X A X ? A 2.4.1 Thi trudng muc tieu va triet lv ban hang cua cong ty ,,,.35 2.4.2 Float dong cua kenh phan phoi cua cong ty 335 2.5 THUCTRANG vfe'LU'G • LUQNG BAN HANG 'CUACONG TY ,,,,,,,,,,,.,41 2.5.1 Tinh hinh thUc hien chi tieu cua lUc iu’dng ban " hang cua cdng ty nam ' 2002 ,41 , 2.5.2 Lanh tho hoat dong iUc iUdng ban hang, qui mo va viec phan bO iU hfdng ban hang , ; 42 2.5.3 Danh gia iUc iUdng ban hang cua cong ty ,., , .,.,,,, , ,45 4- 2.5.4 Chinh sach bu dap va dong vien lite lddng ban hang 46 2.6 PIIAN TlCI-I CAC Y&U TO MOI TRUING ANII IIU'dNG TOIIIOAT DONG KINH DOANH VA LQ'C LU'ONG BAN HANG CUA CONG TY TNHH FOSTER'S DAnXnG 47 2.6.1 Cac ydu td vi md 47 2.6.2 Cac ydu td vi md 54 CHUO’NG 3: CAC GIAI PHAP Vj& QUAN LY LUC LUONG BAN HANG O’ CONG TY TNHH FOSTER’S DA NANG TRONG GIAI DOAN 2003 - 2005 67 3.1 MO HINH DE XUAT CAC GIAI PI-IAP VE QUAN LY LU'C LU'ONG BAN d CONG TY TNHH FOSTER'S DA nXnG .67 3.2 XAC DINH MUC TlfiU MARKETING VA MUC TIEU CUA LQC LU'ONG BAN HANG CUA CONG TY TNHH FOSTER'S DA NANG TRONG NIIU’NG NAM 2003 -2005 , 68 3.2.1 Cac muc tieu marketing 68 3.2.2 Cac muc tieu cua ldc lddng ban hang nliu’ng nam 2003 - 2005 68 3.2.3 Chinh sach ban hang cua cua Cong ty TNHH Foster's Da Nang nhUng nam 2003 - 2005 .69 3.3 XAY DUNG CAC TIEN DE CO BAN NhXm.XAy DUNG CAC GIAI PhAp VE QUAN LY LU'C LU'ONG bAn CONG TY TNHH FOSTER'S DA NANG TRONG GIAI DOAN 2003 - 2005 70 3.3.1 Xac dinli dac diem cac vung lanh tho hoat dong cua lu’c lifting ban hang cua cong ty TNHH Foster's Da Nang 70 < 3.3.2 Phan loai va xep hang diem kinh doanh bia 72 3.3.3 Qui md, mat dd va sd phap bo cac diem kinh doanh bia tai cac Thanh phO/ Tlnh cua midn trung Viet Nam 74 3.3.4 Dd bao doanh so ban hang cua lu'c lddng ban hang cua edng ty TNHH Foster's Da Nang nhflng nam 2003 - 2005 78 3.3.5 Phan tich chien lddc ban hang cua cac doi thu canh tranh 80 3.4 DE XUAT CAC GIAI PHAP VE QUAN LY LU'C LU’ONG bAn HANG CONG TY TNHH FOSTER'S DA NANG TRONG GIAI DOAN 2003 - 2005 .81 3.4.1 Thiet lap lai cau true lanh thd boat ddng, cd cau to elide va qui md cua ldc lddng ban hang 3.4.2 3.4.3 3.4.4 3.4.5 , 81 Xay ddng tien trinh va noi dung cong vjec cua ldc lddng ban hang 95 Xay ddng tidn trinh kiem soat va danh gia ldc lddng ban hang 102 Thiet lap chinh sach bu dap va ddng vien thich hdp : 114 Xay ddng tien trinh hoi nhap cho nhan vien ban hang mdi 119 KETLUAN 122 TAI LI$U THAM KIlXo 123 PHU LUC 125 LCfJ[ CAM DOAN Toi xin cam doan day la cong trinh nghien cdu cua rieng toi Cac so lieu, ket qua neu luan van la trung thUc va chda tiing difdc cong bd bat ky cong trinh nao t LO’I MO’ D AU Tinh cap thiet cua de tai Ngay nay, tritdc site ep cua ndn kinh td va stf canli tranh cung nhii nhu'ng thay doi ldn vd van hoa va xa hdi da lam cho cac doanh nghiep phai dac biet quan tarn va cd trach nhiem doi vdi cac khach hang cua minh Do cac nhan vien ban hang dong vai tro la nha tU van marketing hOn la mdt nhan vien ban "hang thong thudng y • • ” Ho la nhung ngitdi tap trung giai quydt cac vdn dd cua khach hang va thong qua cd the ban dtfOcicac san pham cua minh Muc tidu cua ho la nham xay difng cac m6i quan he lau dai vdi khach hang Khi ban chat cua ban hang ca nhan thay doi thi vai tro cua nha quan tri ban hang cung thay doi de thich ting Cac nha quan tri ban hang nhay cam hOn ddi vdi cac nhu cAu ca nhan Ho phai la ngitdi hudn luyen, phdi hop va lanh dao cac nhan vien ban hang cua hie lu'Ong ban hang hOn la kiem soat va giam sat ho Trong thdi gian qua, cong ty TNHII Foster's Da Nang da dat du'Oc nhu’ng thu dang kd’ nhitng thdi gian gdn day thi edng vide kinh doanh cua ho gap rdt nhidu kho khan Mot nhdng yeu to anh hitdng rat; ldn den hoat dong kinh doanh cua cong ty la van dd vd cac hoat dong quan tri ban hang da khong thay doi kip thdi vdi cac yeu td thay doi cua moi tritdng ben edng ty va ben ngoai Chinh cac nha quan tri ban hang cua cong ty vdn lung tung vide dita cac giai phap nham hoan thien cac hoat ddng quan tri 10c litOng ban hang cua cong ty hien Day cung chinh la ly tai toi chon de tai "Cac giai phap quan ly lite lilting ban Cong ty TNHH Foster's Da Nttng giai clocin 2003 - 2005” de lam luan van tdt nghiep cao hoc quan tri kinh doanh cua minh 2 Muc tieu va nhiem vu nghien ciiii Muc tieu va nhiem vu nghien cdu cua luan van la he thong hoa lai cac noi dung va tiBn trinh quan tri lite lildng ban hang; phan tich va danh gia thiic trang hoat dong cua lite lifdng ban hang n HE THONG CAC TIEU CHUAN DANN GiA DINH LUONG CUA LUC ! & *■ LUONG BAN HANG TAI CONG TY TNHH FOSTER'S DA NANG TRONG ' NHUNG NAM 2003 - 2005 H H TIEU CHUAN BANK GIA co » NOI DUNG CUA TIEU 'CHUAN BANK GIA Chi tieu vd ' sd ' ' lUdng hoac Hang thang, qui, nam, cac nhan vien ban hang ' thuoc doanh ' sd cac san pham cua vao pham vi boat dong va quyeni han cua ho sc dUdc cong cong ty ban dUdc hang ty giao cho mot chi tieu ve ' so 'lUdng hoac doanh thu cac san pham dUdc tieu thu tren' thi trUdng mot cach ' cu the thang, qui, nam So lUdng hoac ' doanh so thUc La so ' lUdng hoac doanh so thUc te 'cua cac san pham cua td cac san pham cua cong ty cong ty ma mdi nhan vien ban hang d moi vi tri lUc ■ ban dUdc hang thang, qui, lUdng ban hang cua cOng ty dat dUdc hang thang, qui hoac nam nam La ldi nhuan sau trd di cac khoan chi phi lien quan Lai gyp thang, qui, nam den viec ban hang, sd ldi nhuan se dUdc 'tinh theo tifng thang, qui, nam dd lam can cd danh gia ' nhan vien ban hang SO lUdng khach hang (diem So lUdng khach hang mdi ma nhan vien ban hang tidp can kinh doanh bia, ngUdi tieu va ban dUdc cac san pham cua cong ty cho ho sd lUdng dung) mdi hang thang, hang ' khach hang se dUdc lam can cd danh gia nhan vien qui, hang nam ban hang theo thang, qui hoac nam ' Ty le thUc hien so vdi chi tieu thang, qui, nam ky (thang, qui, 'nam) Ty le tang trUdng ve ' doanh La ty sd gifla doanh thu, lai gop cua ' ky 'so vdi doanh thu, lai gop cua ky trUdc cua mdi ' nhan vien ban hang thu, lai gop so vdi ky trUdc La ty' sd gifla thi phan cua cong ty mot lanh tho? ban Ty le tang trddng vd thi phan liang nhat dinli' cua ky so vdi ky"tntdc cua mdi nhan so vdi ky trUdc vien ban hang Ty le tang trUdng vd diem La ty so gifla ket qua thUc te dat dUdc ' so vdi chi tieu dd ve doanh sd, lai gop, ' cua mdi nhan vien ban hang kinh doanh bia so vdi ky trUdc La ty so gifla so lUdng diem 'kinh 'doanh bia mot lanh tho ban hang nhat dinh cua ky so 'vdi sO lUdng diem kinh doanh bia lanh tho? ban hang dd ky trUdc ' I 129 PHU LUC CUA LVC LUONG BAN HANG TAI CONG TY TNHH FOSTER'S DA NANG GIAI DOAN 2003 - 2005 H