Luận văn giải pháp xây dựng và tổ chức thực hiện chiến lược thị trường xuất khẩu của công ty da giầy hà nội trong xu thế hội nhập

BO GIAO DUC VA DAO TAO TRVdNG DAI HOC KINH TE QUdC DAN —oOo- ngO thi• vi£• t nga giAi phAp xay dung va t6 chCc THVC mfiN chi£n LUOC • thi• truOng xuat khau cua cOng ty da giay nOi xu th£ hOi nhap LUAN VAN THAC St QUAN TRI KINH DOANH HA NOi - 2004 BO GIAO DUC VA DAO TAO TRVdNG DAI HOC KINH TE QUOC DAN 0O0 NGO THI VIET NGA GlAl PHAP XAY DUNG VA TO CHIC THUC HlfiN C1IIEN • • • LVOC THI TRVdNG XUAT KHAU CUA CONG TY DA GIAY HA NOl TRONG XU thi: hO• i nhA • • p LUAN VAN THAC SY QUAN TRI KINH DOANH Chuyen nganh : QTKD TONG HOP Ngircri hirong d£n khoa hoc : TS NGUYEN NGOC HUYEN TRUING DH KINH TE QUOC DAN DAI HOC KTQD TRUNG TAM THONG TIN THU VI Ha Noi - 2004 DANH MUC CHIT VIET TAT CEPT Hiep dinh ve chuong trinh iru dai thue quan cd hieu lire chung AETA Asean Free Trade Area (Khu virc mau dich tir do) GSP Generalised System of Preferences (He thong iru dai thue quan) EU Euro Union (Lien minh chau au) WTO World Trade Organization (To chiic thuong mai the gidi) ASEAN Association of Southeast Asian Nations (Hiep hoi cac nude Dong Nam A) SWOT Strength, Weakness, Opportunities, Threats (Manh, yeu, co hoi, nguy co) GDP Gross Domestic Product (San pham quoc noi) SBU Strategic Business Unit (Don vi kinh doanh chien luqc) TNQD Thu nhap quoc dan XHCN Xa hoi chu nghia CLSP Chat luqng san pham SP San pham MUC LUC Trang Danh muc chu viet tat Muc Iuc Danh muc cac bang bieu Danh muc cac so Phan mo dau Chuomg 1: Mot so van de ly Iuan co ban ve chien luge va chien luge thi trudng xuat khau cua doanh nghiep 1.1 Nhung quan niem ve chien luge va vai tro cua chien luge thi trudng xu the hoi nhap hien 1.1.1 Chien luge va chien luge thi trudng 1.1.1.1 Chien luge 1.1.1.2 Chien luge thi trudng xuat khau 1.1.2 Su edn thiet phai xay dung chien luge thi trudng xu the hoi nhap 1.2 Noi dung qui trinh xay dung chien luge thi trudng 12 1.2.1 Phan tich va du bao moi trudng kinh doanh 12 1.2.1.1 Moi trudng quoc te 12 1.2.1.2 Moi trudng kinh te quoc dan 14 1.2.1.3 Moi trudng canh tranh noi bo nganh 16 1.2.1.4 Moi trudng noi bo doanh nghiep 19 1.2.1.5 Hinh y tudng chien luge qua viec phan tich ma tran SWOT 21 1.2.2 Xac dinh muc tieu chien luge cua doanh nghiep 23 1.2.3 Lua chon va quyet dinh chien luge thi trudng 24 1.3 Noi dung cua qua trinh to chtrc thuc hien chien luge 26 1.3.1 Ban chat cua to chdc thue hien chien luqc 27 1.3.2 Noi dung cua qua trinh to chdc thue hien chien luqc 27 Chuang 2: Thue trang hoat dong ke hoach hoa thi trudng xuat khau cua Cong ty Da giay Ha Noi 29 2.1 Gidi thieu Cong ty Da giay Ha Noi 29 2.1.1 Vi tri cua nganh Da giay nen kinh te 29 2.1.2 Gidi thieu chung ve Cong ty Da giay Ha Noi 32 2.1.2.1 Su hinh va phat trien 32 2.1.2.2 Tdng quan ve co cau to chdc va cac hoat dong san xuat kinh doanh cua Cong ty 2.2 36 Cac dac diem kinh te ky thuat chu yeu anh hudng den hoach dinh va to chdc thue hien chien luqc thi trudng xuat khau tai Cong ty 41 2.3 Thue trang hoat dong ke hoach hoa thi trudng xuat khau va viec hinh y tudng chien luqc cua Cong ty 46 2.3.1 Can cd xay dung 46 2.3.2 Cach thde xay dung, to chdc thue hien va phuong phap xay dung ke hoach cua Cong ty 48 2.3.3 Thi trudng xuat khau hien tai cua Cong ty va dinh hudng chien luoc thdi gian tdi 51 2.4 Nhan xet ve cong tac ke hoach hoa thi trudng xuat khau va hoach dinh chien luqc cua Cong ty 56 2.4.1 Ket qua dat duqc 57 2.4.2 Nhung ton tai 58 2.4.3 Nguyen nhan cua nhung ton tai 59 Chuong 3: Phuong hudng va bien phap chu yeu nhdm xay dung va thue hien co hieu qua chien luqc thi trudng xuat khau cua Cong ty Da Giay Ha Noi 62 3.1 Muc tieu va dinh hudng chien luqc cua nganh va cua Cong ty thdi gian tdi 62 3.1.1 Xu hubng phat trien cua nganh Da giay the gibi 62 3.1.2 Muc tieu va dinh hubng cua nganh Da giSy Viet Nam 63 3.1.3 Muc tieu va dinh hubng cua cong ty Da giay Ha Noi 68 3.2 Sir dung mo hinh dir bao ket hop vbi ma tran SWOT de xac dinh phtrong hubng chien luoc thi trubng xuat khau cua cong ty 69 3.2.1 Dung mo hinh toan va phan mem Eview de dir bao san luong xuat khau cua Cong ty Da giay Ha Noi thbi gian tdi 69 3.2.2 Dung ma tran SWOT de hinh cac y tirdng chien luoc 72 3.2.2.1 Co hoi 72 3.2.2.2 Nguy co 73 3.2.2.3 Diem manh 74 3.2.2.4 Diem yeu 75 3.3 Nhirng bien phap chu yeu nham xay dung va thuc hien co hieu qua chien luoc thi trubng cua Cong ty Da giay Ha Noi 79 3.3.1 Cung co va phat trien thi trubng 79 3.3.2 Manh dan ap dung ly luan ve chien luoc vao Cong ty de timg bubc xSy dung chien luoc thi trubng cho Cong ty 81 3.3.3 Hoan thien co cau to chuc hop ly, xay dung ke hoach ng^n han va tang cubng hoat dong Marketing de to chuc thuc hien chien luoc thi trubng xuat khau co hieu qua 82 3.3.4 Tien hanh dau tu phat trien san xuat, kien quyet sau 2005 chuyen sang xuat khau true tiep 84 3.3.5 Nang cao chat luong san pham, cai tien mSu ma va khuyen khfch 3.4 phat trien thuong hieu 85 Kien nghi ve phfa Nha nubc 86 3.4.1 Ve he thong thong tin cho doanh nghiep va chfnh sach khuyen khfch phat trien thi trubng 87 3.4.2 Ve chfnh sach lien quan den hoat dong xuat nhap khau 88 3.4.3 Ve chfnh sach khuyen khfch dau tu 88 3.4.4 Ve viec han che str can thiep thudng xuyen va true tiep cua Nha nude vao hoat dong san xuat kinh doanh cua cac doanh nghiep, tao moi trudng kinh doanh thuan lpi cho cac doanh nghiep 89 Ket luan 91 Tai lieu tham khao Phu Iuc DANH MUC CAC BANG BIEU Trang Bieu 1: Mo hinh SWOT ly thuyet 21 Bieu 2: Cac loai muc tieu 23 Bieu 3: M3u bieu lira chon phuong an chien lucre 25 Bieu 4: Ket qua hoat dong san xuat kinh doanh nam 2001 va 2002 39 Bieu 5: Kim ngach xuat khau qua cac nam cua Cong ty 39 Bieu 6: Tinh hinh lao dong cua Cong ty 44 Bieu 7: Tinh hinh von cua Cong ty 45 Bieu 8: Cac bo phan hinh lqi nhuan cua Cong ty 46 Bieu 9: Cac chi tieu ke hoach nam 2004 cua Cong ty Da giay Ha Noi 49 Bieu 10: Tinh hinh thue hien ke hoach cua Cong ty Da giay Ha Noi 50 Bieu 11: Tinh hinh thi trudng xuat khau cua Cong ty 52 Bieu 12: Tinh hinh xuat khau theo hinh there xuat khau 53 Bieu 13: Xu hudng cac thi trudng tieu dung 63 Bieu 14: Lqi the so sanh ve nguyen lieu va phu lieu 66 Bieu 15: Lqi the so sanh ve lao dong va nang suSt 66 Bieu 16: Lqi the so sanh ve tiep thi, to chuc kinh doanh 67 Bieu 17: Mo hinh lua chon chien luqc kinh doanh, canh tranh xuat khau dua tren ma tran Me Kynsey 68 Bieu 18: Thi trudng theo tirng loai san pham 69 Bieu 19: San luqng xuat khau nude chfnh 70 Bieu 20: Du bao cho nam 2004, 2005 cua Cong ty Da giay Ha Noi 72 Bieu 21: Ma tran SWOT ap dung cho xay dung chien luqc thi trudng xuat khau cua Cong ty 76 Bieu 22: Hinh cac phuong an chien luqc 77 Bieu 23: Du bao xuat khau hai nam tdi 79 Luan van thac sy PHAN Md DAU Tinh cap thiet cua de tai Tien trinh hoi nhap kinh te quoc te da va dang gia tang ap lire canh tranh cho cac doanh nghiep Viet Nam, dac biet la cac doanh nghiep hoat dong lmh vuc xuat khau hang hoa tren thi trudng nude ngoai Nganh Da giay la nganh san xuat hang tieu dung, co mot vi tri quan trong ndn kinh te quoc dan San pham Da giay da trd mot nhung mat hang xuat khau chii yeu cua Viet Nam da co mat tren thi trudng cua nhieu nude Moi trudng kinh doanh cang hien dong khong ngimg, rat nhieu cac yeu to tac dong den hoat dong san xua't kinh doanh cung nhu- den thi trudng xuat khau cua nganh Cong cu ke hoach cac doanh nghiep da trd nen cang kern hieu qua, thay vao la chien lupc kinh doanh vdi tinh hieu qua cao Khac vdi tinh tinh va thfch ung cua ke hoach, tinh dong va tan cong cua chien lucre da giup hoi va “ludt” qua thu thach mot each chu dong Doi vdi nganh Da giay noi chung va Cong ty Da giay Ha Noi noi rieng, giai quyet vd'n dd thi trudng xuat kh^u la mot nhung chien lupc quan va cd y nghia xu the hoi nhap Dac biet qua trinh toan cdu hoa didn cang manh me vdi thi trudng tieu thu cac san pham giay dep cang md rong, ma Viet Nam dupe hudng nhung uu dai thuong mai cua hiep dinh _ • CEPT/AFTA, hiep dinh thuong mai Viet My, thi viec xay dung chien lupc thi trudng xuat khau cua Cong ty Da giriy Ha Noi nham phat trien thi trudng, tang kha nang canh tranh, tang kim ngach xuat khau la can thiet va cap bach Vi the, em da lua chon de tai “Giai phap xay dung va to chirc thuc hien chien hrpe thi trudng xuat khau cua Cong ty Da giay Ha Noi xu the hoi nhap” nham dong gop nhung y tudng cho viec hoach dinh chien lupc thi trudng xuat khau cua Cong ty Da giay Ha Noi nhung nam tdi Hoc vien: Ngo Thi Viet Nga - Cao hoc QTKD K10 Luan van thac sy Muc dich nghien cuu cua luan van - He thong hoa nhung van de ly luan co ban ve chien luoc, chien luoc thi trubng cua doanh nghiep - Phan tfch, danh gia thuc trang viec xay dung va thuc hien ke hoach chien luoc thi trubng xuat khau cua Cong ty Da giay Ha Noi - De xuat nhung kien nghi nham xay dung va thuc hien co hieu qua chien luoc thi trubng xuat khau cua cong ty Doi tuong va pham vi nghien cun cua luan van 3.1 Doi tuong Luan van lay Cong ty Da giay Ha Noi, mot doanh nghiep Nha nubc true thubc Bo Cong nghiep lam doi tuong phan tfch 3.2 Pham vi nghien cun Luan van chi di sau va nghien cun chien luoc thi trubng cua cong ty, dac biet tap trung nghien cuu thi trubng xuat khau vbi nhung san pham chu yeu cua cong ty tu" nam 1997 va du bao nam tiep theo Phuong phap nghien cun Luan van su dung cac phuong phap chu yeu sau: - Phuong phap thong ke, tong hop, - Phuong phap phan tfch, so sanh va danh gia theo quan diem vat bien chung va vat lich sir - Phuong phap ngoai suy cung nhu mo hinh toan ve du bao Nhung dong gop cua luan van - Luan van lam ro nhung van de ly luan vb chien luoc, chien luoc thi trubng xuat khau cua doanh nghiep, quy trinh xay dung, to chirc thuc hien chien luoc va nhung kinh nghiem xay dung chien luoc thi trubng xuat khau Hoc vien: Ngo Thi Viet Nga - Cao hoc QTKD KIO Luan vdn thac sy 3.4.1 Ve he thdng thdng tin cho doanh nghiep va chinh sach khuyen khich phat trien thi truong Thdng tin la mot nhung nhan to' quan doi vdi hoat dong xuat khau Cho den nay, Viet Nam chira hinh nhung trung tarn thong tin hd trq xuat khdu cho doanh nghiep Viec tim hieu cac thdng tin ve thi trirdng, luat phap cua cac nude khac ddi vdi doanh nghiep Viet Nam la rat kho khan He thdng thuong vu Viet Nam tai cac qudc gia chua cd kha nang cung cap thdng tin vd thi trudng va quy dinh thuong mai cua nude dd Nhu vdy, viec xay dung va khuyen khich lap cac trung tarn thong tin hd trq xuat khau la viec ma Nha nude can xue tien khan truong thdi gian tdi Bien phap se thay the' dac luc va hieu qua cho bien phap dinh hudng san pham xuat khau, trq gia xuat khau ma Nha nude van thuc hien cho den Ngoai ra, viec hd trq doanh nghiep tiep can vdi thi trudng the' gidi la bien phap can thiet giup doanh nghiep tim kiem va md rong thi trudng cua minh Khong cd su hd trq cua Nha nude, Cdng ty Da giay Ha Noi kho cd the tham du nhung hoi cho, trien lam Cho den nay, Nha nude da hd trq mot phan tai chinh cho doanh nghiep viec tham gia cac trien lam va hoi chq qudc te Tuy nhien, cac chinh sach khuyen khich tim kiem thi trudng mdi, tri thi trudng cu cua Nha nude chua cd nen Cdng ty Da gidy Ha Noi gap kho khan viec md rong thi trudng De khac phuc nhung yeu diem dd, can : - Ket hop bo phan thdng tin cua VCCI ve thdng tin thi trudng va hiep hoi da gidy Viet Nam, cung nhu bo phan thdng tin cua bo cdng nghiep, nhdm cung cap thi trudng giup doanh nghiep tim kiem thi trudng, phan tich va du bao thi trudng nham md rong thi trudng xua't khau - Neu can phai mua thdng tin thi nha nude can hd trq mot phan tai chinh thdi gian ddu, va thdii gian sau thi thu le phi tir cac doanh nghiep sir dung thdng tin - Md rong hoat dong ngoai giao va tang cudng hoat dong cua thuuong vu Viet Nam tai cac nude de cd thdng tin, tu van giup doanh nghiep tham nhap Hoc vien: Ngd Thi Viet Nga - Can hoc QTKD K10 87 Luan van thac sy thi trudng nude ngoai, cung nhu cd nhung du bao kip thdi de thay doi thi trudng va cac ddi tac - Cac bo can tao dieu kien cho cdng ty co co hoi dupe true tiep di khao sat thi trudng d nude ngoai, va qua dd cd co hoi de gidi thieu san pham cua cong ty vdi ban hang tren khdp the gidi 3.4.2 Ve chinh sach lien quan den hoat dong xuat nhap khau Hien nay, hoat dong xuat nhap khau cua cac cong ty nganh da gidy noi chung va Cong ty Da girly Ha Noi noi rieng gap nhieu vudng mdc khau nhap nguyen lieu va xuat khau giay dep Mac du cac thu tuc hanh chfnh da dupe don gian hoa nhung nhin chung he thong thu tuc vdn rudm ra, gay cham trd viec nhan hang va xuat hang Ben canh dd, thue nhap khau nguyen lieu cung dang la mot van de khdng nhd do'i vdi Cong ty Da giay Ha Noi ma nguon nguyen lieu nude chua dap ung du nhu cau cua cac doanh nghiep Didu la mot nhung ly da lam ton kern rat nhieu tidn cua cua cong ty va lam dpi gia cua san pham len nhidu De tao dieu kien cho hoat dong xuat khau giay dep cua cong ty phat trien manh, nha nude can: - Giam thue hoac midn thue nhap khau doi vdi cac dung cu cho gia cong gidy nhu dao chat, ludi in, phom giay, - Cd bien phap kien quyet hon doi vdi ngan chan hang giay dep nhap lau ttr Trung Qud'c va cac nude khac vao Viet Nam nham bao ho san xuat nude - Tao didu kien thuan lpi khau kiem tra da nhap khau, tranh keo dai thdi gian gay ach tac den khau san xuat san pham 3.4.3 Ve chinh sach khuyen khich dan tir Hien nhu cau vd von cua cdng ty la rat ldn cho hoat dong san xuat kinh doanh cung nhu cho cdng tac xay dung chien lupc thi trudng xuat khau De hd trp cho doanh nghiep cd kha nang de phat trien, Nha nude can cd nhung chfnh sach uu dai vdi cac cdng ty nganh cung nhu Cdng ty Da gidy Ha Noi Hoc vien: Ngo Thi Viet Nga - Cao hoc QTKD K10 88 Luan vdn thac sy dau tu phat trien de khai thac tot tiem nang hien co va tao dieu kien cho cong ty xay dung tot chien lupc thi trudng xuat khau Thd nhat, dau tu cho san xuat nguyen phu lieu da giay Nha nude nen khuyen khfch cac doanh nghiep va ngoai nude dau tu cho doanh nghiep nham san xuat nguyen phu lieu cho nganh da giay, tranh nhap khau de giam gia Ddng thdi giam dau tu vao nhung khau ma doanh nghiep cd the tu lam dupe Thu hai, han che tinh trang dau tu tran lan, manh mun, kem hieu qua, ma tap trung dau tu vao phat trien day chuydn cong nghe hien dai nham nang cao cha't lupng san pham va thfch ung vdi su thay doi mau ma cua san pham Muc tieu la bat nhip dupe vdi qua trinh chuyen doi cong nghe tien tien sau 2010, tranh tinh trang bi hut hang khoang each qua ldn ve cong nghe so vdi cac nude khu vuc va tren the gidi Thd ba, tfch cue dau tu cho nghien cdu va du bao thi trudng 3.4.4 Ve viec han che su can thiep thudng xuyen va true tiep cua Nha nude vao hoat ddng san xuat kinh doanh cua cac doanh nghiep, tao mdi trudng kinh doanh thuan lpi cho cac doanh nghiep Khong cd ndn kinh te nao khong cd su can thiep cua Nha nude, song su can thiep qua mdc va thudng xuyen se tao tfnh y lai, chd cua cac doanh cac doanh nghiep phai hoach dinh mot chien lupc thuc su, lau dai ben vung chd khong phai de doi trudc mat Cd dupe nhu vay, cac doanh nghiep se chu dong cong tac xay dung chien lupc, tu vuon mmh tim kiem co hoi kinh doanh, co hoi thi trudng ma khong cd thdi quen dua dam i lai vao Nha nude Muon vay, Nha nude can: - Tung budc khuyen khfch cac doanh nghiep xac dinh hudng chien lupc dung dan va chu dong xay dung - Nha nude can lap cac td chdc tu van, hd trp cho doanh nghiep Hoc vien: Ngo Thi Viet Nga - Cao hoc QTKD KIO 89 Luan van thac sy qua trinh xay dung chien luqc - Md rong quan he vdi cac qudc gia tren the gidi de Cdng ty cd dieu kien md rong thi trrrdng - Hoan thien he thdng chinh sach luat phap, tao mdi trudng phap ly dong bo nhu chinh sach thue, don gian cac thu tuc nhap canh de cac nha dau tu nude ngoai vao Viet Nam nhSm thu hut vdn dau tu - Nha nude edn hinh mot quy hd trq xuat khau nham cung cap tin dung uu dai hoac bao lanh tin dung cho cac doanh nghiep da cd hop ddng xuat khau Ngoai ra, viec tao mdi trudng kinh doanh binh dang, kiem soat doc quyen la mot nhung cdng viec cap bach va can thiet, khong chi khuyen khich khu vuc tu nhan ma tao didu kien cho tat ca cac loai hinh doanh nghiep phat huy kha nang cua minh Do vay, nha nude nen xoa bo tu tuong phan biet ddi xir quan ly kinh doanh, soat lai va han che bdt sd luqng cac linh vuc doanh nghiep Nha nude doc quyen kinh doanh, cai thien mdi trudng thdng tin phap luSt va kinh te, tao dieu kien tot hon cho cac doanh nghiep Hoc vien: Ngd Thi Viet Nga - Cao hoc QTKD K10 90 Luan van thac sy KET LUAN Qua nghien cun thi trudng giay dep the gidi va thue trang xuat khau hang giay dep cua Viet Nam, nganh Da giay Viet Nam dupe danh gia la mot 10 nganh xuat khau chu luc cua Viet Nam Xay dung va thue hien chien lupc thi trudng, dac biet la chien lupc thi trudng xuat khau la mot cong viec can thiet va co y nghia thiet thue doi vdi cac doanh nghiep Ddi vdi Cong ty Da giay Ha Noi - mot doanh nghiep dang hoat dong mot linh vuc kinh doanh ma dd co hoi va nguy co dan xen lan nhau, su canh tranh het sdc gay gat va quyet liet tren thi trudng thi viec xay dung chien lupc thi trudng xuat khau lai cang tro nen can thiet va la nhan td quyet dinh den su cong cua Cong ty tuong lai Vdi mong muon xay dung mot chien lupc thi trudng tren phuong dien xuat khau phu hop vdi dac diem cua nganh Da giay Viet Nam va vdi tinh hinh thue te cua Cong ty Da giay Ha Noi, de tai da tap trung vao lam sang to nhung can cd ly luan va thue tidn cua viec xay dung chien lupc va tren co sd nay, de tai da xay dung mot chien lupc thi trudng xuat khau den 2010 cho Cong ty Theo dd, khuon khd de tai da nghien cdu nhung noi dung sau: He thong hoa nhung van dd ly luan co ban ve chien lupc, chien lupc thi trudng cua doanh nghiep Phan tfch, danh gia thue trang viec xay dung va thue hien ke hoach chien lupc thi trudng xuat khau cua Cong ty Da gidy Ha Noi Tren co sd nhung phan tlch, danh gia, dd tai de xuat nhung kien nghi nham xay dung va thue hien cd hieu qua chien lupc thi trudng xuat khau cua cong ty Tuy nhien, viec xay dung va van dung chien lupc thi trudng dang la mot van dd het sdc mdi me d nude ta, dac biet la van dung vao tinh hinh thue te cua mot don vi Nha nude Do vay, nhung van dd ma dd tai tham gia giai quyet se khong tranh khoi nhung khiem khuyet, nhung han che nhat dinh Vi the em rat Hoc vien: Ngo Thi Viet Nga - Cao hoc QTKD K10 91 TAI LIEU THAM KHAO Tieng Viet Bai giang mon Quan tri chien luoc Bobby G.Bizzell, Danny R.Arnold and Gary D.Smith - Chien luoc va sach luoc kinh doanh, NXB Thanh Ho Chi Minh - Nam 1994 “Cac doanh nghiep can ndm vung luat lam an vdi thi trudng My” - Cong nghiep va thuong mai, sd 47/2001 “ Cong ty giay Thuy Khue xu the mdi” - Cong nghiep va thuong mai, so 15/2003 quan Vu Van Cudng - Phuong hudng va bien phap phat trien nganh Da giay Viet Nam, Ha Noi 2001 GS.TS Nguyen Thanh Do, TS Nguyen Ngoc Huyen (ddng chu bien), giao trinh Chien luqc kinh doanh va phat trien doanh nghiep, NXB Lao dong - Xa hoi 2002 “ Giay dep Viet Nam cd the xuat khdu manh vao thi trudng Anh” (theo SGGP) - http://www.vneconomy.com.vn “ Giay xuat khau lep ve trudc hang Trung Quoc” http://www.vneconomy.com.vn 10 Dao Huu Huan - Chien luqc kinh doanh cua doanh nghiep nen kinh te thi trudng, NXB Giao due 11 Michael E Porter - Chien luqc canh tranh, NXB Khoa hoc va ky thuat 1996 12 “Muon thoat khdi gia cong thi nhat dinh phai cd thuong hieu” - http://www.vneconomy.com.vn 13 Peter F.Drucker - Nhung thach there cua quan ly the ky XXI, NXB tre Tp HCM 2003 14 TS Pham Thi Thu Phuong - Quan tri chien luqc nen kinh te toan cau, NXB Khoa hoc va ky thuat 2002 15 Phong Thuong mai va Cdng nghiep Viet Nam (VCCI) - Tham nhap thi trudng qudc te qua GSP, Ha Noi 2002 16 Phong Thuong mai va Cong nghiep Viet Nam (VCCI) - Kinh doanh vdi thi trudng EU 17 Thach Phung, “Chinh sach va giai phap nao cho nganh da gidy” - http://www.vneconomy.com.vn 18 Quyet dinh ve viec lap Cong ty Da giay Viet Nam, Quyet dinh phe duyet dieu le to churc va hoat dong cua Cong ty Da giay Ha Noi - Cong bao sd 43, 47, 69,70/2003 19 Thdi bao kinh te Viet Nam, " Cdng ty Da giay Ha Noi nhan chung chi ISO 9002" 20 “Trien vong ve thi trudng xuat khau ddi vdi san pham giay dep Viet Nam” - http://www.isp.oov.vn, (website cua Vien nghien cun chien luqc) 21 “Vi giay dep Viet Nam kho canh tranh vao thi trudng My” - Cdng nghiep va thuong mai, sd 49/2003 22 Vien nghien cdu thuong mai - Mot sd giai phap nang cao nang luc canh tranh xuat khau cua doanh nghiep Viet Nam tien trinh hoi nhap qudc te, Ha Noi 2002 23 Vien nghien cdu thuong mai - Thi trudng hang giay dep va kha nang xuat khau cua Viet Nam, Ha Noi 12/1998 24 “Viet Nam dung thd ve xuat khau dep vao thi trudng Chau Au” - http://www.vneconomy.com.vn Tieng Anh G A Cole - Strategic management, 2nd edition 1997 Michael E Porter - Competitive Advantage Michael A.Hitt, R.Duane Ireland, Robert E management competitiveness and globalization Hoskisson - Strategic Phu luc 1: Y tuong va cdng tac xay dong chien luoc thi truong xuat khau cua mot so cdng ty nganh Da giay Hau het cac cong ty deu chua co chien luoc cu the vdi mot trinh tu xay dung nhat dinh ma mdi chi hinh cac y tuong va dinh hudng chien luoc tuong lai Ve thi trudng xuat khau cung vay, mdi chi dung lai o cac dinh hudng chien luoc thi trudng de xuat khau sang cac nudc Do vay luan van se di vao tim hieu thi trudng xuat khau cua cac cong ty nganh va hudng phat trien thi trudng tuong lai cua ho nhu the nao Cdng ty giay Thuy Khue [4] Cong ty giay Thuy Khue la mot nhung cong ty san xuat giay dep ldn thuoc nganh da giay Viet Nam Hien nay, san pham cua cong ty giay Thuy Khue da den duoc hon 20 nudc tren the gidi Cong ty da chuyen hai day chuyen giay vai tu phuong thdc gia cong sang san xuat truc tiep, su dung hon 80% nguyen lieu nudc (vai, cao su, theu trang tri) vay chu dong san xuat va giam gia Hien tai cong ty co vai nghin mdu ma, hang nam bo sung 150 mdu cac loai co khoang 50 mdu duoc khach hang chap nhan Cong ty tien hanh da dang hoa thi trudng Thi trudng chfnh vdn la EU, SNG, Dong Au va cac nudc Dong Nam A Thi trudng EU la thi trudng xuat khau ldn cua cong ty, chiem 90% tong kim ngach xuat khau Thi trudng Dong Nam A bao gom Dai Loan, Han Quoc, Nhat Ban; rieng thi trudng Nhat Ban la thi trudng tiem nang cua cong ty, kho tfnh va ddi hoi chat luong cao, mdu ma da dang Thi trudng SNG va Dong Au trudc la thi trudng chfnh cua cong ty, thdi gian tdi cong ty se khoi phuc lai thi trudng rong ldn Co cau thi truong xuat khau cua cong ty giay Thuy Khue Thi trudng Nam 2001 Gia tri xuat Ty (%) khau (1000USD) 5986 91,25 2975,6 45,35 952,8 14,52 16,20 1062,7 2,64 173,6 226,3 3,45 117,9 1,79 109,5 1,66 27,6 0,42 119,4 1,82 0,67 43,9 87,7 1,33 EU Duc Phap Anh AiLen Bi Hy lap Ha Lan Ao Bo Dao Nha Thuy Si Phan Lan Thi trudng khac 574 Tong cong 6560 8,75 100 Nam 2002 Gia tri xuat khdu (1000USD) 6863,7 3432,2 1032,9 1114,4 347,8 220,3 151,7 369 83,7 24,1 67,2 20,4 681,3 7545 Ty (%) 90,97 45,49 13,69 14,77 4,61 2,92 2,01 4,89 1,11 0,32 0,89 0,27 9,03 100 Cong ty giay Thang Long Cung nhu cac cong ty nganh, cong ty giay Thang Long da day manh hoat dong xuat khau cua minh bang viec ky ket cac hop dong ldn va xuc tien hoat dong md rong thi trudng mot cach manh me Doanh thu th hoat dong xuat khau tang qua cac nam, chiem tren 90% qua cac nam[5] Mac du co cong hoat dong kinh doanh nhung danh gia chung la chung loai san pham cua cong ty chua duoc phong phu Thi trudng truydn thong cua cong ty trudc day d Dong Au va Lien Xo dan mat di su tan vd cua he thong cac nudc XHCN d day va dau nhung nam 90 Trong luc kho khan do, cong ty da chuyen hudng sang thi trudng /V Tay Au, va tien hanh da dang hoa thi trudng Thi trudng rong ldn da tao cho cong ty co nhieu co hoi tim kiem doanh thu Tuy nhien, nhung nam qua, cong tac xay dung chien luoc chua duoc chu tai cong ty Dieu gay trd ngai ldn cho hoat dong san xuat kinh doanh ma chu yeu la hoat dong xuat khau cua cong ty, gay kho khan ve chi phi gia nhap, Phu luc 2: Tinh hinh san xuat giay dep 1998 - 2003 Dan vi: 1000 doi Nam Nam Nam Nam Nam Nam 1998 1999 2000 2001 2002 2003 Giay the thao 96 390 108 702 126 470 130 110 152 680 164 090 Gidy vai 34 690 37 270 34 080 35 203 37 563 40 067 Gidy nu 38 200 43 262 59 470 58 807 60 230 65 690 Cac loai khac 43 370 51 582 82 780 85 900 104 033 120 173 212 650 240 816 302 800 310 020 354 506 390 020 Tong so ( Ngudn: Hiep hoi da giay Viet Nam) Phu luc 3: Thi trudng xuat khau chu yeu cua nganh Da giay Viet Nam Kim ngach xuat khau Nhat My Eu Cac nudc khac Ty (%) 78 179 922 87 804 260 174 444 000 80 468 120 000 (Ngudn: Tong cuc hai quan Viet Nam) 9£ Phu luc 5: Kenh tieu thu giay dep tren the gidi Phu luc 6: Ket qua mo hinh du bao Date: 04/24/04 Time: 22:24 Sample(adjusted): 2000:2 2003:4 Included observations: 15 after adjusting endpoints Standard errors & t-statistics in parentheses Y1 Y2 Y3 Y4 Y1(-1) 0.393092 (0.32039) (1.22692) 0.102335 (0.42348) (0.24165) 0.328506 (0.55094) (0.59627) 0.011138 (0.18357) (0.06067) Y2(-1) -0.074982 (0.23944) (-0.31316) -0.066322 (0.31648) (-0.20956) 0.385458 (0.41174) (0.93618) 0.097763 (0.13719) (0.71261) Y3(-1) -0.156195 (0.17790) (-0.87801) -0.020186 (0.23514) (-0.08584) -0.343456 (0.30591) (-1.12273) -0.108188 (0.10193) (-1.06140) Y4(-1) -0.217151 (0.48868) (-0.44437) 0.111904 (0.64592) (0.17325) -0.511708 (0.84033) (-0.60894) -0.067969 (0.28000) (-0.24275) C 33003.84 (17051.2) (1.93557) 28831.32 (22537.9) (1.27923) 71908.23 (29321.2) (2.45243) 19335.45 (9769.79) (1.97911) R-squared Adj R-squared Sum sq resids S.E equation F-statistic Log likelihood Akaike AIC Schwarz SC Mean dependent S.D.dependent 0.180252 -0.147648 6.56E+09 25617.23 0.549716 -170.5084 23.40112 23.63714 28967.60 23912.66 0.015555 -0.378223 1.15E+10 33860.36 0.039502 -174.6931 23.95908 24.19510 30133.47 28842.43 0.201610 -0.117746 1.94E+10 44051.28 0.631303 -178.6397 24.48530 24.72131 65060.60 41666.50 0.173121 -0.157631 2.15E+09 14677.85 0.523417 -162.1545 22.28727 22.52329 15114.87 13641.98 Determinant Residual Covariance Log Likelihood Akaike Information Criteria Schwarz Criteria 5.29E+34 -684.7850 93.97133 94.91540 Phu luc 7: Ket qua md hinh dir bao Date: 04/22/04 Time: 09:24 Sample(adjusted): 2000:3 2003:4 Included observations: 14 after adjusting endpoints Standard errors & t-statistics in parentheses Y1 Y2 Y3 Y4 Y1(-1) 0.156014 (0.39228) (0.39772) 0.168382 (0.40481) (0.41595) -0.219090 (0.56757) (-0.38601) -0.055432 (0.20319) (-0.27281) Y1(-2) 0.224069 (0.38926) (0.57563) -0.836470 (0.40170) (-2.08233) 1.147040 (0.56321) (2.03661) -0.059679 (0.20163) (-0.29599) Y2(-1) -0.078777 (0.27440) (-0.28709) 0.001829 (0.28317) (0.00646) 0.360142 (0.39702) (0.90711) 0.153144 (0.14213) (1.07748) Y2(-2) -0.154447 (0.29347) (-0.52628) -0.520936 (0.30284) (-1.72014) -0.087052 (0.42461) (-0.20502) -0.082359 (0.15201) (-0.54181) Y3(-1) -0.159020 (0.21337) (-0.74529) 0.047326 (0.22018) (0.21494) -0.357200 (0.30871) (-1.15706) -0.066583 (0.11052) (-0.60246) Y3(-2) -0.076514 (0.22095) (-0.34630) -0.048840 (0.22801) (-0.21420) -0.107479 (0.31969) (-0.33620) 0.139207 (0.11445) (1.21635) Y4(-1) 0.180315 (0.74478) (0.24210) 0.244515 (0.76858) (0.31814) 0.557848 (1.07761) (0.51767) 0.492933 (0.38578) (1.27776) Y4(-2) -0.704083 (0.56686) (-1.24207) 0.068731 (0.58497) (0.11749) -0.266741 (0.82017) (-0.32523) 0.052647 (0.29362) (0.17930) C 50164.00 (29232.9) (1.71601) 63566.06 (30167.0) (2.10714) 56724.72 (42296.2) (1.34113) 5465.912 (15141.9) (0.36098) R-squared Adj R-squared Sum sq resids S.E equation F-statistic Log likelihood Akaike AIC Schwarz SC Mean dependent S.D.dependent 0.455001 -0.416998 4.03E+09 28381.76 0.521791 -156.2068 23.60098 24.01180 30679.29 23842.66 0.630957 0.040489 4.29E+09 29288.58 1.068570 -156.6471 23.66388 24.07470 30472.64 29900.14 0.626161 0.028019 8.43E+09 41064.69 1.046844 -161.3785 24.33978 24.75060 67948.50 41652.38 0.542250 -0.190151 1.08E+09 14701.02 0.740373 -146.9972 22.28532 22.69614 16194.50 13475.55 Determinant Residual Covariance Log Likelihood Akaike Information Criteria Schwarz Criteria 1.11E+33 -612.0738 92.58196 94.22526 Phu luc 8: Ket qua mo hinh dir bao Date: 04/24/04 Time: 23:07 Sample(adjusted): 2000:4 2003:4 Included observations: 13 after adjusting endpoints Standard errors & t-statistics in parentheses Y1 Y2 Y3 Y4 Y1(-2) 0.304998 (0.27617) (1.10439) -0.810877 (0.40613) (-1.99661) 1.126870 (0.53130) (2.12096) -0.075681 (0.21412) (-0.35346) Y1(-3) 0.285469 (0.27126) (1.05237) -0.259525 (0.39891) (-0.65058) -0.516925 (0.52186) (-0.99054) -0.176056 (0.21031) (-0.83712) Y2(-2) -0.419607 (0.21505) (-1.95116) -0.381608 (0.31625) (-1.20665) -0.297321 (0.41373) (-0.71863) -0.057438 (0.16673) (-0.34449) Y2(-3) 0.392213 (0.21466) (1.82710) -0.178708 (0.31568) (-0.56610) -0.476101 (0.41298) (-1.15285) 0.020387 (0.16643) (0.12250) Y3(-2) -0.217300 (0.14908) (-1.45764) -0.065852 (0.21923) (-0.30038) -0.020905 (0.28680) (-0.07289) 0.119142 (0.11558) (1.03082) Y3(-3) -0.437795 (0.18116) (-2.41668) 0.153095 (0.26640) (0.57467) -0.456646 (0.34851) (-1.31027) 0.049553 (0.14045) (0.35281) Y4(-2) -1.017490 (0.51584) (-1.97249) 0.556515 (0.75858) (0.73363) -0.419112 (0.99239) (-0.42233) 0.561322 (0.39993) (1.40354) Y4(-3) -0.860894 (0.49063) (-1.75466) 0.137357 (0.72151) (0.19037) 0.582815 (0.94390) (0.61746) -0.307857 (0.38039) (-0.80932) C 80120.51 (22012.7) (3.63974) 68753.53 (32371.3) (2.12390) 97781.36 (42348.8) (2.30895) 12204.82 (17066.6) (0.71513) R-squared Adj R-squared Sum sq resids S.E equation F-statistic Log likelihood Akaike AIC Schwarz SC Mean dependent S.D.dependent 0.757871 0.273614 1.54E+09 19646.50 1.565017 -139.2985 22.81515 23.20627 33039.23 23051.61 0.685668 0.057004 3.34E+09 28891.64 1.090675 -144.3119 23.58645 23.97757 32816.69 29752.07 0.743400 0.230201 5.71 E+09 37796.62 1.448561 -147.8046 24.12379 24.51491 69198.77 43078.87 0.553437 0.339689 9.28E+08 15232.08 0.619663 -135.9900 22.30615 22.69727 17440.23 13160.04 Determinant Residual Covariance Log Likelihood Akaike Information Criteria Schwarz Criteria 9.58E+31 -552.4418 90.52950 92.09398