BHKTOD LV.Ths B0 GIAO DUG VA ©AO TAO TRU’d’NG DAI HQC KINH TS QUOc dAn BO GIAO IHJC VA DAO TAO TRl/dNG DAI HQC KINH Tf QUdC DAN PHAN TU UYEN GIAIPHAP TANG CltiNG QUAN TRI MANG TIEU THU SAN PHAM CUA NHA MAY THUflC LA THANG LONG Chuyfin nganh: QuAn TR| KD THUONG MAI LUAN VAN THAC ST KINH TE XXk LatZ GS.TS HOANG DIJTC THAN THS- dTT Ha Aoi - 2004 LOI CAM ON _ f \ Z Trude het cho phep em xin gfri ldi cam cm va bay to long biet on chan den GS.TS Hoang Due Than, ngiroi da tan tinh hucmg dan va giup em de hoan luan van khoa hoc Ben canh do, em cung xin bay to sir cam on den cac thay co giao z z tnrbng Dai hoc Kinh te Quoc dan khoa Thuong mai va Phong Quan ly dao tao Dai hoc va Sau Dai Hoc da cung cap cho em nhung kien thuc va nhung gqi y quan trong qua trinh nghien cuu luan van 9 Z Ngoai de hoan dune luan van khong the khong noi den su ho trq va giup cua ban lanh dao Nha may thuoc la Thang Long va cac ban dong nghiep suot qua trinh hoc tap va nghien cuu luan van khoa hoc ban be cua em, nhung ngubi luon sat canh ben em, khuyen khich dong vien va ho trq cho em hoan chuong trinh nghien cuu khoa hoc cap thac si tai truemg Kinh te quoc dan Ha noi, Thang 10 nam 2004 Phan Tu Uyen Myc Lyc Ldi n6i dAu CH JONG I: LY LUAN CHUNG VE QuAn TR| MANG TIEU THY sAn PHAM cClA CAC DOANH NGHIEP THUdC LA 1.1 Ban chat va vai tro cua mang tieu thu san pham vdi cac doanh nghiep thuoc la 1.1.1 Ban chat cua tieu thu san pham d cac doanh nghiep cd che thi trufdng 1.1.2.Vi tri va yeu cau cua viec tieu thu san pham cac doanh nghiep san xuat thuoc la 1.1.3 Khai niem va hinh thufc to chute cua mang tieu thu san pham 1.1.4 Vai tro cua mang tieu thu san pham 1.2 Ndi dung cua quan tri mang tieu thu san pham cua cac doanh nghiep thuoc la .10 1.2.1 Xay dufng mang tieu thu san pham 10 1.2.2 Dieu khien hoat dong cua mang tieu thu san pham 25 1.2.3 Kiem tra va danh gia mang tieu thu san pham 35 1.3 Thi trifdng thuoc la va nhan to anh hifcing den quan tri mang tieu thu san pham cua cac doanh nghiep thuoc la Viet nam 40 1.3.1 Tinh hinh thi trutdng thuoc la Viet nam 40 1.3.2 Cac nhan to anh hufdng den quan tri mang tieu thu cua doanh nghiep thuoc la 42 CHUONG II: THl/C TRANG QUAn TR| MANG TIEU THY sAn PHAM cClA NMTLTL 50 2.1 Dac diem cua NMTLTL vdi quan tri mang tieu thu san pham 50 2.1.1 Khai quat ve NMTLTL 50 2.1.2 Chute nang, nhiem vu va he thong quan ly san xuat kinh doanh cua nha may 51 2.1.3 Dac diem cac nguon lute cua NMTLTL 55 2.2 Phan tich thifc trang quan tri mang tieu thu san pham cua NMTLTL 61 2.2.1 Phan tich ket qua chung cua mang tieu thu san pham cua NMTLTL 61 2.2.2 Phan tich quan tri mang tieu thu san pham NMTLTL 65 2.3 Quan ly hoat dong cua mang tieu thu san pham cua nha may thuoc la Thang long 84 2.3 Danh gia thifc trang quan tri mang tieu thu san pham cua NMTLTL 85 2.3.1 Nhflng ifu diem 85 2.3.2 Nhtfng han che quan tri mang tieu thu 87 CHU0NG III: PHUONG HUCJNG VA GlAl PHAP TANG CUdNG QUAn TRI MANG TIEU THU SAN PHAM cClA NMTLTL NHUNG NAM TCJl 91 3.1 Chien lu’dc san xuat kinh doanh cua NMTLTL nhufng nam tdi 91 3.1.1 Muc tieu chien li/Oc 91 3.1.2 PhifOng htfdng chien lifOc cua NMTLTL 92 3.2 Giai phap tang cu'dng quan tri mang tieu thu san pham cua nha may 94 3.2.1 Giai phap nang cao chat lifpng nghien cufu thi trifdng va xay difng can cd khoa hoc cho to chute mang tieu thu san pham 94 3.2.2 Giai phap phat trien mang tieu thu san pham 99 3.2.3 Giai phap tang cifdng h6 trO va khuyen khich vien mang tieu thu san pham cua nha may 105 3.2.4 Giai phap phoi hop lien ket toan he thong mang tieu thu san pham cua TCT thuoc la Viet Nam 108 3.2.5 Giai phap tang ctfdng co set vat chat ky thuat cho he thong mang tieu thu san pham cua NMTLTL 109 3.3 Dieu kien de phat trien mang tieu thu cua nha may 112 3.3.1 He thong cong nghe san xuat hien dai cua nha may 112 3.3.2 Nang cao nang life va trinh cua can bo quan ly 114 3.3.3 Kien nghi vOi TCT thuoc la Viet Nam hifdng kinh doanh cho cac doanh nghiep san xuat thuoc la thuoc TCT 115 3.3.4 Kien nghi vdi nha nifete 117 KET LUAN 120 DANH MUC CAC BANG SO LIEU Trang Bang 1.1 San luong cua mot so nha may san xuat thuoc la 40 d Viet nam hien Bang 2.1 Thue trang lao dong cua NMTLTL Bang 2.2.1 Thue trang von cua NMTLTL Bang 2.2.2 Nguon von cua NMTLTL 56 58 58 Bang 2.3 Dinh muc nguyen lieu cua NMTLTL 60 Bang 2.4 Tinh hinh nhap nguyen lieu thuoc la 61 Bang 2.5 Mot so chi tieu kinh te cua NMTLTL 62 Bang 2.6 Tinh hinh tieu thu san pham cua nha may 63 Bang 2.7 Tinh hinh tieu thu san pham theo khu vuc thi truerng 63a Bang 2.8 Tinh hinh tieu thu san pham theo co cau san pham 64a Bang 2.9 Bang phan bo dai ly cap I cac khu vuc thi trudng cua nha may 74 Bang 2.10 Tinh hinh tieu thu san pham theo he thong mang 74 Bang 2.11 Tinh hinh tieu thu true tiep cua nha may 74 Bang 2.12 Ket qua tieu thu san pham qua mot so dai ly Ion 75 Bang 2.13 Hinh thiic khuyen mai hien cua NMTLTL 78 Bang 2.14 Gia mot so loai san pham cua nha may 82 DANH MyC CAC SO DO Trang 1.1 Cac vien mang tieu thu san pham cua doanh nghiep 1.2 Chien luoc keo va day mot mang tieu thu 21 34 2.1 To chtrc bo may cua nha may 52 2.2 Mang tieu thu cua NMTLTL 67 3.1 To chiic mang phan phoi theo mo hinh 102 3.2 To churc mang phan phoi theo mo hinh 103 3.3 Quy trinh cong nghe san xuat thuoc la cua nha may 113 DANH MQC CAC CHO VIET TAT TRONG LUAN VAN -CHGT&BSP - Ctfa hang gicri thieu va ban san pham -HDQT - Hoi dong quan tri -LKD - Lien ket doc - NMTLTL - Nha may thuoc la Thang long - Phong KH-VT - Phong Ke hoach vat tif - Phong KTCD - Phong ky thuat cc? dien - Phong KTCN - Phong ky thuat cong nghe - Phong QLCL -Phong Quan ly chat lifpng - Phong TC-KT - Phong Tai chfnh Ke toan - Phong TC-LD-TL - Phong to chute lao dong tien luPng -PX - Phan xifdng -TCT - Tong cong ty thuoc la Viet nam LCH NOI DAU TINH CAP THIET CUA DE TAI l Nhu ta da biet, nganh san xuat thuoc la la mot nganh mang lai nguon thu ngan sach rat ldn Sau giai phong dat nude, nganh thuoc la duqc Dang va nha nude uu tien phat trien vdi ly la dau tu khong nhieu va mang lai hieu qua lai thoa man nhu cau tieu dung nude sau giai phong dat nude Trong co che bao cap, nganh thuoc la cung duqc nha nude tao dieu kien phat trien, nhu cau cua ngudi tieu dung cung khong qua cau ky nen nganh san xuat thuoc la khong tao duqc nhung san pham cao cap nhung vln cd chd dung tren thi trudng Hien nay, co che thi trudng, nganh san xuat thuoc la lai khong duqc khuyen khich vi san pham thuoc la la san pham cd hai cho sure khoe cua ngudi Them vao do, nhu cau cua ngudi tieu dung lai cao: ho khong nhung yeu cau chat luong khong ngimg duqc nang cao ma doi hoi hinh thtre dep va gia ca lai phai hop ly Dieu gay kho khan cho nganh san xuat thuoc la noi chung va Nha may thuoc la Thang long (NMTLTL) noi rieng Cd rat nhieu nhung van ban cua nha nude da han che nhung chuong trinh Marketing cua NMTLTL Lam the nao de cd the tien hanh cong tac thi trudng cd hieu qua, mang nao can phai luu y va phat huy? Sau mot thdi gian cong tac tai phong thi trudng NMTLTL, toi thay duqc nhung diem manh va diem yeu cua cong tac thi trudng tai NMTLTL Cac cong viec t£r thiet ke san pham mdi, bat tay vao san xuat, bao quan deu kha quan nhien viec cong cua san pham phu thuoc phan nhieu vao each thuc tung san pham thi trudng noi each khac la hieu qua cua mang ludi tieu thu cua nha may Sau nghien cuu ky cang, toi cho rang tim giai phap tang cudng quan tri mang tieu thu san pham la van de quan doi vdi NMTLTL hien DOI TU0NG NGHIEN CUU VA PHAM VI NGHIEN CUU : Nghien cuu ly luan va thuc tien ve quan tri mang tieu thu san pham cua doanh nghiep thuoc la co che thi trudng Pham vi nghien curu cua luan van ve khong gian la NMTLTL thuoc Tong cong ty Thuoc la Viet Nam (TCT) Thdi gian nghien cun tir 1996 den MUC DICH NGHlfiN CUT: - He thong hoa ly luan ve mang tieu thu san pham va cong tac quan tri mang tieu thu san pham cua doanh nghiep - Phan tich thuc trang tieu thu san pham va quan tri mang tieu thu san pham cua NMTLTL Danh gia dupe nhung thuan lqi va nhung can tro hoat dong quan tri mang tieu thu san pham NMTLTL hien - De xuat cac giai phap tang cuong quan tri mang tieu thu san pham o NMTLTL - Gop y kien de nang cao hieu qua kinh doanh cua NMTLTL noi toi dang cong tac KET CAU CUA LUAN VAN: Luan van ngoai phan mo ddu, ket luan, danh muc tai lieu tham khao dupe ket cau chuong: Chuong I: Ly luan chung ve quan tri mang tieu thu san pham cua cac doanh nghiep thuoc la Chuong II: Thuc trang quan tri mang tieu thu san pham cua NMTLTL Chuong III: Phuong hudng va giai phap tang cuong quan tri mang tieu thu san pham cua NMTLTL nhung nam tdi PHUONG PHAP NGHIEN CUU: Luan van su dung phuong phap nghien cun vat bien chiing va vat lich su cua chu nghTa Mac - Lenin, phuong phap thong ke - toan, phuong phap bieu do, phuong phap dieu tra va cac phuong phap nghien curu kinh te khac TCT nen ap dung linh hoat nhieu bien phap de phan cong va phoi hop vdi cac nha may san xuat thudc la thuoc TCT va thuc hien tot vai trd didu hanh quan ly chung De co the trung hoa va giam thieu su canh tranh khong lanh manh va cac xung dot TCT nen xay dung rieng hoac nhd to chuc nghien ciiu va tao cac san ca cac san pham cua cac nha may thuoc TCT lSn cac hang thudc la ldn khac TCT to chiic dau tu mot nhan hieu hang hoa, khong cd nghia la TCT lai san xuat luon ma phan cong cho cac vien TCT san xuat sau dd TCT tim mot nha phan trudng theo mang ludi cua rieng nha may dd, TCT nen cho cac nhan vien thi trudng thudng xuyen kiem tra, giam sat tren thi trudng phat hien nhung hien tuqng canh tranh khong lanh manh, hoac xung dot de kip thdi hop ban va giai quyet nhanh chong TCT thudc la nghien cuu cac hudng phat trien khac nhu san xuat san pham cigar nham tao doanh thu va Id nhuan cho cac doanh nghiep ddng thdi lam giam sue ep canh tranh tren thi trudng noi dia TCT cung tim kiem cac co hoi xuat khau thudc la cho cac vien cua minh TCT hudng cac nha may vien di dung hudng, phu hop vd muc tieu da de b5ng cac ke hoach hang nam dua tren thuc te thi trudng yeu cau va nang luc san xuat cua nha may TCT yeu cau cac nha may vien hang thang gui cac bang bao cao ve gia va san luqng tieu thu thang gui td can bo quan ly mang cua TCT de tap hqp, phan tfch, danh gia de dua cac hudng di mdi Cac can bo quan ly mang duqc tuyen chon ky luong th cac can bo cd kinh nghiem tai cac nha may san xuat thudc la vien vay cac phan tfch cua ho kha sat thuc nen cac quyet dinh dua cd tfnh kha thi cao Giai 3.2.5 phdp tang cudng ca sd vfit chdt ky thufit cho he thong mang tieu thy san phdm cua NMTLTL Mot mang tieu thu san pham cd hieu qua khong the khong ke den su hien dai va da dang cua co sd vat chat ky thuat tir phuong tien van chuyen den he thong 109 kho, cac diem ban va dac biet vdi dac diem cua san pham la thuoc la nha may phai hoan thien co sd vat chat cho cong viec kiem tra chat luong va kiem tra sue khde cua can bo cong nhan vien cung nhu cac khach hang cd yeu cau Dau tien can phai tang cudng hoan thien cong nghe san xuat va may mdc thiet bi Hien may mdc cua nha may chua duoc dong bo, may chu yeu la ban tu dong va nguon goc tir nhieu nude khac Dire, Tiep khac cu va chu yeu la may mdc tir Trung quo'c Khi nhap ve cac can bo cong nhan vien phai cai tien de cho phu hop vdi dieu kien san xuat va mat bang san xuat cua nha may Yeu cau chat luqng va m£u ma cua khach hang nude cung nhu ngoai nude cd xu hudng cang cao nen cac may mdc vln chua dap ung duqc yeu cSu Nha may can phai nhap day chuyen may cuo'n dieu va bao chay loai bao 10 dieu ( nha may noi rieng va cac nha may san xuat thuoc la nude chi cd day chuyen thuoc la truyen tho'ng chay 20 dieu la chu yeu) Theo su phan cong cua TCT thuo'c la Viet nam, NMTLTL duqc san xuat cigar phuc vu tieu dung nude Nhung nha may chua cd mot dpi ngu cong nhan lanh nghe van dieu tay va may de dong bao cigar Nha may dang thue gia cong tai tinh Nam dinh, chat luqng va mSu ma chua cao Nhin chung, he tho'ng van tai chuyen chd hang hoa chua dam bao ca ve so' luqng va ve chat luqng Phuong tien van chuyen hang hoa cua nha may cd the chia lam nhom: Phuong tien chuyen di ban le (la cac xe ban tai, xe tai nhd) va phuong tien van chuyen hang vdi khd'i luqng ldn (la cac xe tai co ldn) Cac xe tai ldn nhat nha may hien chi chd duqc tdi da khoang 100.000 bao tuong duong vdi 200 thiing Nhu vay cac xe tai chi cd the van chuyen mot luqng hang den mot nha phan pho'i mien BSc nhat dinh ma khong the rai hang cho nhieu nha phan phoi va mot so nha phan pho'i ldn d phfa Nam Do cac phuong tien co ldn hon nhu xe chd container nha may phai thue hoac nha phan pho'i thue nha may se tra tien van chuyen Diem bat lqi la cong ty van tai duqc thue cd the lam can tro viec rai hang cua nha may vao cac thi trudng xa phan nao lam giam su luu thong hang hoa mang tieu thu san pham Neu chat luqng cua cac phuong tien duqc thue khong dam bao se anh hudng den chat luqng san pham Viec can lam hien la nang cap chat luqng cua cac phuong tien hien cd cua nha may Theo phan anh cua cac tiep thi cua phong thi trudng cac xe tai nhd cd hien tuong dot trod mua to, dieu anh hudng true tiep den chat luqng san pham thuo'c la Cac phuong tien van tai chd thuo'c phai dam bao yeu cau nhu : thung xe chua thuo'c la bao phai thudng 110 xuyen quet don sach se, kho rao; san xe, mui xe phai kin khong duqc dot nude trod mua; thung xe khong duqc co mui la, khong duqc xep thudc la bao vdi hang hoa gay chay no, cung nhu hang hoa co mui (xang, dau, nude mSm ), san xe va khung mui xe khong cd vat nhon de tranh lam rach vo thung, tut, bao thudc la, hang xep len xe phai dam bao mufe chat che can thiet giua cac thung thudc de hang khong bi xo lech, rach, bep qua trlnh van chuyen; thudng xuyen phai duqc bao dudng may moc; khong duqc xep hang qua tai xe Ngoai yeu to van tai cd the lam mang tieu thu thieu hang va anh hudng den chat luqng cua san pham thi cd yeu to kho tang cung quan khong kern Kho pham cua nha may cd day du cac dieu kien va phuong tien dich chuyen san pham, dien tich rong rai, dieu hoa khOng du tieu chuan quy dinh Nhung tai cac kho cua cac nha phan phoi ndi chung khOng duqc dau tu va duqc quan tarn dung muc Nguyen nhan la su kern hieu biet va thieu co sd vat chat cua nha phan phoi Chu yeu nha phan phoi thudc la cua nha may tap trung d vung nong thon, huyen, xa nen co sd vat chat cua ho thieu thon Kho hang cua ho mot phan cung la noi ban hang khong dam bao cho chat luqng hang hoa Khi mua bao ngap lut ho khong cd chd de cat hang hoa, nSng nong ho cung khdng the che chan cho thudc la, ngoai tieu thu thudc la nhieu nha phan phoi tieu thu nhieu mat hang khac cung anh hudng den chat luqng thudc la de chung, dien tich chat hep cac mat hang phai khdng du chd de tdi thidu tat ca nhung yeu to se gay anh hudng den chat luqng cung nhu mSu ma cua san pham Neu tinh trang keo dai se anh hudng ca den uy tin, hinh anh cua nha may Du tru mang tieu thu san pham cung anh hudng den kha nang dap ling nhu cau ve thdi gian cd ich cua khach hang va chi phi cuanha may Du tru khdng hqp ly cd the lam mat khach hang hoac lam tang chi phi ban hang cua nha may Phuong an du tru phai duqc xac dinh dung ve dia diem cd the tai kho cua nha may hoac tai cac nha phan phoi hoac day du tru ve phia khach hang; danh muc san pham can du tru cho hqp ly Tuy theo tirng dieu kien ve san pham va he thong mang phan phoi, phuong tien van chuyen ma cd the du tru tap trung hoac phan tan theo su phan bo cua cac diem ban Dieu kien hien cua nha may khdng the dau tu tat ca cho cac nha phan phoi vd co sd tang kho tang nhung nha may cd the chon lua tai cac tinh nha may cd sd luqng nha phan phoi ldn hoac thi phan dang ke nha may nen dau tu xay dung he thong kho dam bao chat luqng cho san pham Cac diem ban tieu thu san pham cua nha may cd the duqc coi la bo mat cua 111 nha may do dau tir vao cac diem ban cung la mot hinh thuc quang cao san pham Day la mot hinh thufc quang cao hiem hoi ma nha nude cho phep cac doanh nghiep san xuat thuoc la duqc su dung Cac diem ban co the la cac diem ban, quay ban, xe ban hang luu dong Dau tu vao cac co sd vat chat ky thuat tai cac diem ban co the la dau tu vao mot, mot so hoac la tat ca nhu: bien hieu, tu bay hang, ke bay hang, ban ghe, he thong thong tin (may tinh, dien thoai, may fax) Co the noi dau tu vao cac diem ban cho phai thoa man cang day du cac chuc nang cua quang cao cang tot la chuc nang mang thong tin va tao su chu y Thuoc la la loai san pham dac biet, no la san pham tieu dung nhung no khong phai la san pham chi mang lai lqi ich cho ngudi ban ma neu sir dung qua se gay anh huong ted sure khoe cua ngudi tieu dung Khong chi co ngudi tieu dung bi anh hudng ma ca nhung nhan vien true tiep san xuat cung co the bi hai neu tiep xue vdi san pham mot thdi gian qua dai Vi vay cac can bo quan ly cung can phai chu dau tu vao co sd vat chat cho viec kiem tra chat luqng va kiem tra sure khoe toan dien DIEU 3.3 KIEN DE PHAT TRIEN MANG TIEU THY cClA NHA MAY 3.3.1 He thong cong ngh? san xuflt hien dai cua nha mdy NMTLTL cd mot cong nghe san xuat thuoc la dieu tien tien vao bac nhat cua Viet nam Quy trinh san xuat thudc la dieu hau nhu tu dong hoa khep kin Day la quy trinh cong nghe san xuat thudc la dieu duqc TCT danh gia la hien dai va tiet kiem nguyen lieu so vdi toan nganh Ma hien dai nhat la cong nghe va may che bien cuong la sqi Trong mot sd cac nha may san xuat thudc la dieu bang sqi nhap hoac cd the che duqc sqi nhung vdi cOng nghe thap hon va nang suat khong cao thi NMTLTL cho duqc san pham soi vdi chat luqng cao sanh duqc voi sqi nhap ngoai Trong moi khau san xuat, nha may deu cd may mdc lam thay ngudi Quy trinh cong nghe la yeu td quyet dinh den chat luqng san pham, anh hudng true tiep den ket qua san xuat kinh doanh cua nha may Ve co ban, cac loai thudc khac ve nguyen lieu, huong vi va cong thuc phoi che, song nhin chung cac budc cua quy trinh san xuat deu didn theo trat tu kha on dinh Hien san xuat thudc la tren the gidi dang sir dung hai loai cong nghe san xuat: Cong nghe tu dong hoa toan bo va cong nghe ban tu dong hoa Hien cac nha may san xuat thudc la d Viet nam chu yeu su dung cong nghe ban tu dong Dieu anh hudng rat ldn den chat luqng thudc la, gia san xuat va kha nang canh tranh tren thi trudng 112 So 3.3: QUY TRINH CONG NGHE SAN XUAT THUOC LA CUA NHA MAY 113 De co the su dung nhung may moc hien dai nha may xay dung mot quy trinh van hanh may cong nghe san xuat thuoc la nham van hanh duqc dung, dam bao an toan cho ngudi va thiet bi va lam duqc nhung san pham dam bao tieu chuan ky thuat quy dinh Quy trinh quy dinh chi nhung ngudi da qua dao tao dat yeu cau va duqc phan cong mdi duqc van hanh may Nhd co cong nghe san xuat thuoc la dieu tien tien va hien dai nen nha may luon dam bao duqc luqng san pham thoa man nhu cau cua toan mang tieu thu 3.3.2 Nfing cao nang li/c vd trinh dg cua can bg quan ly Cong nghe san xuat hien dai la mot dieu kien can de phat trien mang tieu thu cua NMTLTL, nhung yeu to ngudi mdi la dieu kien du de tao dieu kien phat trien mang tieu thu Nhan thurc duqc dieu nay, ban lanh dao cua nha may luon tao nganh nghe phuc vu cho san xuat kinh doanh cua nha may Trudc thdi diem nam 2002, Nha may khong co mot can bo cong nhan vien nao cd bang thac si nhung cho den thdi diem hien tai da cd khoang den thac si da nhan bang Khong chi cd cac can bo quan ly mdi theo hoc nhung khoa hoc dai hoc ma hien so' cong nhan cd bang dai hoc chiem mot ty le dang ke Ngoai viec giup cho cac can bo hoc tap d cac trudng ldp, Nha may da to chiic cac khoa hoc ngSn han chua thudng xuyen , chat luqng chua cao va chua di chuyen sau vao nganh nghe la san xuat va kinh doanh thuo'c la nhung cung giup dd cho cac can bo cong nhan vien tiep thu duqc mot so' cac kien thiic co ban nhat chi dau tu vao kien thiic can bo quan ly, to chiic cong doan va to chiic Dang cua nha may cung dau tu de cac can bo phai dap ling ca nhung yeu cau nhat dinh ve ban linh chinh tri, nang luc to chiic thuc hien va pham chat dao diic yeu cdu tren duqc the che hoa, tieu chuan hoa lam can cii cho viec tuyen dung, bdi dudng, sir dung va danh gia canh bo doanh nghiep Nha may cung xay dung nhung tieu chuan va phan cong cong viec cu the cho can bo quan ly, can bo kinh doanh va nhan vien nghiep vu Ban lanh dao cua nha may hieu duqc viec phan loai nhan su theo miic tham gia quan tri doanh nghiep co y nghia rat ldn do'i vdi hoat dong san xuat kinh doanh cua doanh nghiep Mdi loai can bo co vi tri va nhiem vu khac nhau, thuc hien churc nang va nhiem vu d mure khac Can bo quan ly cap cao nhu Ban giam doc nha may cd vai tro quyet dinh ddi vdi su cong hay that bai cua ca nha may, do'i vdi su dung d&n 114 cua chien luqc kinh doanh cua nha may Can bo quan ly cap trung gian nhu cac trudng phong, phong la doi ngu tham muu va thira hanh die luc cac chiic nang, nhiem vu co ban cua nha may Can bo quan ly cap thap nhu trudng nhom, to trudng vdi trlnh chuyen mon cao, thuc hien tot nhiem vu hang ngay, la luc luqng chu yeu thuc hien tac nghiep cu the, co the han che den miic thap nhat nhung true trac, su co co the xay Nha may la mot doanh nghiep nha nude cd che luong thudng vao loai cao Nhu dau chuong da de cap thu nhap trung binh cua CBCNV cua nha may nam 2003 la 1.810.000d/ ngudi / thang Ngoai tidn luong, tien thudng quy, nam nha may trich quy phuc lqi hang nam to chiic di nghi mat cho CBCNV nha may Dac biet nam nao cung cd mot sd can bo quan ly trung, cao cap cua nha may duqc chon lua di nude ngoai ket hqp vita hqp, lam viec vdi doi tac nude ngoai viia tham quan nude ban De tao dieu kien phan dau cho cac can bo quan ly va cac nhan vien cd nang luc, nha may duyet cac de nghi di hoc cua ho Doi ngu can bo cua nha may tir nhom trudng, to trudng deu duqc cd he sd trach nhiem, chi phi dien thoai, dien thoai di dong Ban lanh dao cua nha may thudng ket hqp cac phuong phap quan ly nhu: phuong phap quan ly kinh te, phuong phap quan ly hanh chinh, phuong phap tuyen truyen giao due 3.3.3 Kien nghj vdi TCT thudc Id Viet Nam hudng kinh doanh cho cdc doanh nghiep san xuflt thudc Id thuoc TCT Trong tuong lai, nganh cong nghiep thudc la se cang thu hep dan nguyen nhan chinh la san pham thudc la la loai hang hoa khdng cd lqi cho sire khoe ngudi Vi vay TCT thudc la can phai di tien phong viec nghien ctru va tim mot hudng phat trien mdi nganh thudc la Viet nam cho cd the tan dung duqc sue ngudi siic cua cua cac vien TCT Cac doanh nghiep san xuat thudc la TCT thudc la Viet nam phat trien cac mac thudc cao cap thoa man tieu dung nude va xuat khau nude ngoai Neu duqc su giup cua TCT thudc la Viet nam cac doanh nghiep vien mdi manh dan dau tu vao viec phat trien cac san pham cao cap Hien cac doanh nghiep thudc la luon muon phat trien nhung san pham khdng phai bo nhieu von ma tieu thu lai nhanh, them vao de nghien cuu duqc mot loai thudc la 115 cao cap co nghia la phai canh tranh vdi nhung hang nude ngoai ldn manh Lay vf du hang thudc la Rothmans (nay da sap nhap vdi hang BAT) da dau tu vao phat trien, tim kiem thi trudng cho nhan hieu thudc la Dunhill vao Malaixia mat 10 nam, suot 10 nam dd ho chap nhan Id de tang thi phan cua minh bang nhieu phuong phap Cac doanh nghiep thudc la cua Viet nam khong the thuc hien duoc dieu Quy hoach phat trien cac vung nguyen lieu thudc la chat luong cao.Nhu da phan tfch o tren cac san pham thudc la cao cap duoc ua chuong deu duoc san xuat hoan toan hoac mot phan tir nguyen lieu nude ngoai Neu dot ngot khong nhap khau nua thi cac nhan hieu thudc cung se chet theo vi khogn dam vao duoc chat luong Nhu vay cd the noi nganh cong nghiep thudc la Viet nam van chua dung vung tren doi chan cua chinh minh So di nguyen lieu nude cd chat luong thap la cac vung nguyen lieu chuyen canh thudc la chua duoc dau tu dung muc ve giong, ky thuat canh tac, cac dieu kien khac hd tro cho khau gieo cay thudc la TCT thudc la Viet nam thong qua cong ty nguyen lieu Bac va Nam nam vung kiem soat cac vung chuyen canh thudc la cung cap nguyen lieu cho cac doanh nghiep san xuat thudc la dieu TCT Nen chang TCT thudc la Viet nam tap trung nghien cuu nhung giai phap sau ve cong tac nguyen lieu - Dau tu cd diem, tranh dan trai cac vung chuyen canh thudc la chat luqng cao Thuc te cho thay dieu kien dat dai, khu hau cac vung Cao bang, Lang son rat thfch hqp cho viec cay thudc la, dac biet la thudc la vang (Vitginia), neu duqc va cham bon dung ky thuat va tao nguon nguyen lieu chat luqng cao dat tieu chuan quoc te Cd the hien cac vung chuyen canh han hep ve dien tfch gieo nhung nen cd quan diem :”lay ngan nuoi dai “ da day tu vao vung diem nao thi phai dam bao cd hieu qua sau dd mdi nhan rong cac vung khac truy£n thong san xuat nguyen lieu thudc la chat luqng cao nhu: My, Braxin, Zimbabue Til dd tien hanh nghien cun khao nghiem, so sanh va tim cac giong phu hqp nhat vdi dieu kien hau, dat dai cua mdi dia phuong Hon nua cung nen xay dung co sd san xuat hat giong thudc la vdi quy trinh ky thuat tien tien de dap ung day du nhu efiu ve sd luqng va chat luqng hat giong cho cac vung chuyen canh Ve ky thuat canh tac: ap dung nhung tien bo ky thuat tien tien de dap ung day du 116 nhu cau ve so luong va chat luong hat dong cho cac vung chuyen canh - Ve ky thuat canh tac: ap dung nhung tien bo ky thuat mdi gieo va chambon thuoc la, nen bon cho cay loai phan vo co thich hop vira dam bao nang suat chat luong nguyen lieu ma khong gay o nhidm mdi trudng Xay dung mo hinh Id s&y quy md gia dinh va bien quy trinh say chat luong cao, thudng xuyen cu can bo ky thuat xuong cac vung nguyen lieu hudng din can ke cho ba nong dan ve ky thuat gieo cham bon cay - Phat huy hon nua vai tro cua vien nghien curu ky thuat thuoc la viec quy hoach cac vung chuyen canh thuoc la, lai tao cac giong mdi chat luqng cao, nguyen lieu chat luqng cao cho san xuat thuoc la nude thdi gian ngln nhat - Dau tu md rong cong suat nha may che bien Long binh thuoc cOng ty nguyen lieu thuoc la Nam va xay dung mdi Nha may che bien nguyen lieu phia Bac cOng suat 20.000 tan/ nam de dam bao nguon cung cap nguyen lieu chat luqng cao cho cac doanh nghiep san xuat thuoc la ddieu la vien TCT thuoc la Vietnam 3.3.4 Kidn nghj vdi nhd nude 3.3.4 J Chinh sdeh chdng bu6n Itiu thuo'c /d Hien nay, buon lau la quoc nan Khong chi cd mat hang thuoc la ma tat ca cac mat hang tieu dung noi chung deu phai canh tranh vdi cac mat hang nhap lau vdi gia re va phong phu Mat hang thuoc la nhap lau chu yeu la mat hang thuoc la cao cap va trung cap (thuoc la trung cap chu yeu tap trung d mien Nam Hudng phat trien cua nha may thuoc la Thang long noi rieng va TCT thuoc la noi chung la: tap trung vao nghien cull va phat trien loai thuoc la cao cap vi thi phan thuoc cao cap khong nhd Cac doanh nghiep san xuat thuoc la giai doan dang nhudng thi phan khach tieu dung loai thuoc la cao cap cho thuoc la buon Du va thuoc la lien doanh vdi nude ngoai Theo udc tinh cua Bo thuong mai luqng thuoc la nhap khau nam 2002 khoang 300 trieu bao Buon lau gay thiet hai ldn cho nen kinh te, anh hudng true tiep den su song cua cac doanh nghiep noi chung va cac doanh nghiep nganh thuoc la noi rieng Chinh vi vay nha nude can cuong quyet hon 117 cac chinh sach chong buon lau, chong lai su lung doan nen kinh te Cong viec can doi hoi su ket hop cua rat nhieu luc luong nhu cong an, cong an bien phong, hai quan, quan ly thi trucmg cung vao cuoc thuc hien tren moi mat tran th bien gidi cho den cac (noi bay ban cong khai thudc la lau th rat lau), th dudng bo den dubng bien ca hang khdng Luat phap cua nha nude hien xay dung mot khung hinh phat thap doi vdi cac doi tuong buon lau chu yeu xu phat hanh chinh Hien chua giai quyet tan goc buon lau dubng bo qua bien gidi Cac co quan chiic nang chi chu yeu bat va xu ly nhung ngudi nhung ngudi lam thue, bat giu ho roi lai tha va sau ho lai ngua quen dubng cu vi ho khong cd mot cong viec kiem tien nao khac Nhu vay de giai quyet duoc can phai tao cong an viec lam cho nhung ngudi 3.3.4.2 Chinh sdeh thud dd'i vdi mat hang thuo'c Id : Cac doanh nghiep san xuat thudc la dieu TCT thudc la Viet nam phai chiu mot miic thue tieu thu dac biet cao vdi ly day la mot loai hang la thuoc TCT neu nhap la thudc la miic thue suat se la 30-40%, neu nhap soi thudc la vdi thue suat la 60-80% Tuy nhien, viec danh thue cung khdng cOng bang Thii nhat, cac doanh nghiep san xuat thudc la khdng thuoc TCT ma lai true thuoc dia phuong quan ly duqc chiu mot miic thue thap hon han Dieu lam cho tinh canh tranh cua cac san pham cua cac nha may thuoc TCT bi giam Thu hai, cac hang san xuat thudc la lien doanh vdi nude ngoai cung chiu mot miic thue tieu thu dac biet nhu cac doanh nghiep san xuat thudc la nude Day cung la mot kho khan cho cac doanh nghiep thuoc TCT thudc la Viet nam Chong tron thue la mot viec lam rat kho khan Hien chi co mot bien phap la bo sung ngudi cua TCT thudc la Viet nam vao cac co quan thu thue mat hang thudc la va de nghi nha nude phai cd van ban luat quy dinh cong khai danh thue doi vdi tat ca cac mat hang nguyen lieu, vat tu co lien quan den thudc la 3.3.4.3 Quan tdm tdi cdc dt/dn chuyen hudng kinh doanh cua TCT thudc Id Vietnam Nganh cong nghiep thudc la dem lai nguon thu tai chinh cho ngan sach kha ldn nhung nd cung tao chi phi khdng nho cho xa hoi vi nhung doc hai ma 118 san pham thudc la dem lai Mat khac, cung vdi viec day manh trien khai cac chuong trinh phong chong thudc la d cac dia phuong, cac cap, nganh tren quy mo toan quoc gia va quoc te, nhu cau tieu dung thudc la cd the noi la cang giam di Vi vay, nganh thudc la nhat la cac doanh nghep thudc la ldn cam thay ho cd du tien mat so vdi nhu cau can thiet cua ho dan den nq ddng long vong cua Do dd can tao co hoi cho cac doanh nghiep nganh thudc la su dung ddng von nhan rdi cua minh de dau tu cho cac linh vuc san xuat kinh doanh khac cd hieu qua Nha nude cd the khuyen khfch nganh thudc la dau tu vao cac linh vuc kinh doanh du lich vui choi giai tri hay khuyen khfch ho dau tu vao cac du an tuong ddi cham thu hoi von nhu xay dung cac khu chung cu Qua trinh da dang hoa linh vuc kinh doanh cua nganh thudc la cd the d&n den mot sd cac doanh nghiep cd quy mo nhd se ngumg san xuat thudc la, chuyen hoan toan sang cac linh vuc kinh doanh khac va dd la mot qua trinh sang loc cho phep cac doanh nghiep cd kha nang nhat se tru lai cung ung cho thi trudng nhung san pham thudc la chat luqng cao, gia ca hqp ly, dap ung duqc nhu cau cua ngudi tieu dung nude Gia cua cac mat hang thudc la cua cac nha may san xuat thudc la dieu d Viet nam so vdi cac nude khu vuc cung nhu tren the gidi la thap Nhu vay day cung la mot the manh cua thudc la Viet nam Chuyen hudng kinh doanh mat hang thudc la tieu dung nude sang san xuat cac mat hang thudc la xuat khau cung la mot hudng di dung ddn 119 KET LUAN NMTLTL, noi toi cong tac, da co 47 nam ton tai va phat trien chiing to su co gang cua lanh dao nha may tir trudc den NMTLTL la mot 11 nha may san xuat thuoc la dieu TCT thuoc la Viet nam Hien nay, tren thi trudng toan quo'c nha may dung thu sau hai nha may thuo'c la Sai gon va Vinh hoi Do'i vdi nha may, cong tac tieu thu luon duqc chu hang dau va duqc dau tu Mang tieu thu cua nha may hien van dang dan duqc hoan thien tien tdi phat huy duqc hieu qua phan pho'i cao nhat Trong thdi diem hien tai, nha may can co' gang gap boi de phu hop vdi su ph lie tap cua nen kinh te thi trudng Cung vdi muc tieu hien tai la mo rong thi trudng thi mang tieu thu khong chi phai duqc nang cao chat luqng ma phai luon doi mdi linh hoat theo nhung bien dong cua trudng mang day tinh canh tranh gay gat Thi trudng cua nha may tap trung chu yeu d mien Bac, nhu vay thi trudng Mien nam van dang bi bo ngo ma day thuc su la mot thi trudng ldn Mang ludi tieu thu san pham cua nha may chu yeu van la mang phan pho'i san pham rong rai, so' luqng dai ly cap I cua nha may kha ldn nhien ve tiem luc cua ho chua du manh de cd the phat huy tac dung cd hieu qua nhat Nha may chua cd nhung dai ly cap II chung thuy Day la nhung han che ton tai cua NMTLTL Luan van da giai quyet cac noi dung sau: • He tho'ng ly hoa ly luan v£ quan tri mang tieu thu san pham cua doanh nghiep thuo'c la • Phan tich dac cua NMTLTL va thuc trang quan tri mang tieu thu san pham cua nha may Qua phan tich thuc trang rut cac danh gia khai quat • Trinh bay cd he tho'ng cac giai phap nham tang cudng quan tri mang tieu thu san pham cua NMTLTL De suat mot so' dieu kien va mo'i quan he vdi TCT thuo'c la Viet nam va nha nude 120 Vdi goc nhin nhan cua mot cao hoc vien Quan tri kinh doanh va la mot nhan vien cua nha may, toi nghi rang chuyen de da phan nao phan anh duoc thuc te theo he thong kien th lie da duoc hoc Tuy nhien, chuyen d£ khong the tranh khoi nhung thieu sot va han che Rat mong duoc su chi bao gop y cua cac thay co giao 121 DANH MyC TAl LIEU THAM KHAo Bao cao ket qua kinh doanh cua nha may (1996-2003) - Phong ke toan Bao cao ban hang thang, quy, nam (1996-2003); Bang gia cac san pham thuoc la ; Cac chinh sach ban hang, khuyen mai, cac chinh sach hd trq cho cac dai ly cap I -Phong Tieu thu, Phong thi trudng Bao cao tinh hinh nhap nguyen lieu thuoc la - Phong nguyen lieu Bao cao tinh hinh san xuat cua cac phan xuong; Bao cao dinh muc tieu hao nguyen vat lieu -Phong ke hoach Bao cao tong ket cuoi nam cac nam 1999,2000,2002,2003 (TCT thuo'c la Viet nam) 40 nam NMTLTL - NXB Thanh nien 1997 Cac chinh sach dinh hudng cho cac vien thuoc TCT (tai lieu cua TCT thudc la Viet nam) Chien luqc kinh doanh va phat trien doanh nghiep - DHKTQD PGS-TS Nguyen Thanh Do, Nguyen Ngoc Huyen - NXB Giao due 1999 Dinh gia va tieu thu san pham cua doanh nghiep Le Thu - NXB Thong ke 1993 10 Kinh te thuong mai - PGS-TS Nguyen Duy Bot & GS-TS Dang Dinh Dao 11 Kinh te thuong mai - GS-TS Hoang Dire Than &GS-TS Dang Dinh Dao - NXB Thong ke nam 2003 12 Kinh te thuong mai va dich vu - GS- TS Dang Dinh Dao 13 Marketing thuong mai - TS Nguyen Xuan Quang - NXB Thong ke 1999 14 Marketing - Ly luan va nghe thuat ung xu kinh doanh - GS Vu Dinh Bach &TS Luong Xuan Quy - NXB &GDCN Ha noi 1992 15 Phan tich hoat dong kinh doanh -TS Nguyen Mai Dong, Nguyen Van Cong -NXB Giao due 1995 16 Quan tri kinh doanh thuong mai quoc te -Thac si Tran Hoe, trudng dai hoc kinh te quoc dan- NXB Thong ke 1998 17 Quan tri mang Marketing: Ly thuyet va thuc tiin - TS Truong Dinh Chien - Nha xuat ban thong ke 2000 18 Quan tri doanh nghiep Thuong mai - PGS-TS Hoang Minh Dudng & PGS-TS Nguyen Thtra Loc-NXB Giao due 1998 19 Quan tri doanh nghiep Thuong mai - TS Nguyen Xuan Quang &PGS-TS Nguyen Thila Loc - NXB thong ke 1999 - NXB Giao due 2002 20 Quan tri Marketing - Philip Kotler - NXB thong ke 1994 21 Tai lieu Hoi thao khoa hoc ve thuc trang hut thuoc la d Viet nam 5/1998.(Tai lieu phdng thi trudng TCT cung cap) 22 Thuong mai Doanh nghiep (Quan tri tieu thu va quan tri vat tu) - GS- TS Dang Dinh Dao - NXB Thong ke 1998 23 Van ban he thong quan ly chat luqng ISO 9001:2000