BO GIAO DUC VA DAO TAO AZ AZ A SA DAI HOC KINH TE QUOC DAN HA NOI ******* VU QUANG HUNG XAY DUNG VA TO CHUC THUC HIEN CHIEN • • • LUOC MARKETING TAI CONG TY DICH VU VA THUONG MAI MESA LUAN VAN THAC SY KINH TE • • HA NOI 8/2002 BO GIAO DUC VA DAO TAO DAI HOC KINH TE QUOC DAN HA NOI VU QUANG HUNG TRUONG TT.THONG TIN THU VIF.Nl XAY DUNG VA TO CHUC THUC HlfiN CHl£N LUOC MARKETING TAI CONG TY DICH VU VA THUONG MAI MESA LUAN VAN THAC SY KINH TE CHUYEN NGANH GIAO VIEN HD : KINH TE THUONG MAI : TS NGUYEN XUAN QUANG TfW ^3 HA NOI 8/2002 LOI CAM ON Toi xin bay to ldi cam on sau sac den thay giao, Td Nguyen Xuan Quagg da tan tlnh htfdng dan, giup dd Toi hoan ban iuan van Toi cung xin chan cam on stf dong gop y kie'n quy bau cua cac thay co khoa throng mai, khoa sau dai hoc trudng dai hoc Kinh Te Quoc Dan va stf giup dd cua ban lanh dao cung cac dong ngtiep Cong ty dich vu va thttong mai Mesa HA NOI 08/2002 NGUOI THUC HIEN DE TAI VU QJJANG HUNCG MUC LUC ■ ■ TR PHAN MO DAU CHVONG I: CHIEN LUOC MARKETING TRONG HOAT DONG KINH DOANH CUA DOANH NGHIfiP THVONG MAI 1/ CHIEN LUOC MARKETING VA VAI TRO CUA NO TRONG HOAT DONG KINH DOANH CUA DOANH NGHIEP THUONG MAI Marketing va chien luoc marketing 1.1 Khai niem va ban chat Marketing-Marketing thuang mai 1.2 Chien luoc Marketing Chien luoc Marketing - Mot nhffngnhan to co ban dam bao so cong hoat dong kinh doanh cua doanh nghiep thuong mai II/ NOI DUNG CO BAN CUA CHIEN LUOC MARKETING Thanh phan cua chien luoc marketing Co hoi hap dan hoat dong kinh doanh thuong mai va thi truong muc tieu cua doanh nghiep thuong mai 2.1 Co hoi hap dan va cac yeu to anh huffng kinh doanh Thuang mai 2.2 Thi trudng muc tieu cua doanh nghiep thuang mai 11 Marketing hdn hop va cac tham so phan 11 Cac hinh thurc bieu hien cua chien luoc marketing 13 III/ XAY DUNG CHIEN LUOC MARKETING 14 Nghien cuu thi truong thu thap thong tin phuc vu viec xay dung chien luoc Marketing 14 1.1 Qua trinh soan thao mot nghien cuu thi trudng 14 1.2 Thu thap thong tin nghien cuu thi trudng 14 1.2.1 Cac nguon thong tin 14 1.2.2 Cac phuong phap thu thap thong tin I4 1.2.3 Cac diem can chu y thu thap thong tin I5 1.3 Xiily thong tin thu thap duoc td nghien cuu thi trudng I7 Phan tich SWOT va chien luoc marketing hien tai cua doanh nghiep - Lua chon 17 chien luoc marketing moi cho doanh nghiep 2.1 Phan tich SWOT 17 2.2 Phan tich chien luoc marketing hien tai cua doanh nghiep 18 2.3 Lua chon chien luoc marketing nidi cho doanh nghiep 18 Phan doan thi trurang va xac dinh thi trirang muc tieu 19 3.1 Phan doan thi tru&ng 19 3.2 Xac dinh thi tru&ng muc tieu 20 Xac dinh giai phap chinh phuc thi truang muc tieu cua chien lugemarketing 21 4.1 Giai phap ve san pham 21 4.2 Giaiphap ve gid cd 22 4.3 Giai phap ve phan phoi (dia diem) 23 4.4 Giai phap ve xue tie'n 24 4.5 Giai phap ve ngudi 24 IV/ TO CHUG THUC HIEN CHIEN LUOC MARKETING 25 To chut cac bo phan marketing 25 Tien hanh thuc hien chien luge marketing 27 Kiem tra qua trinh thuc hien chien luge marketing va danh gia,dieu chinh 29 chien luge marketing V CAC NHAN TO ANH HU&NG DEN CONG TAC XAY DUNG VATO CHUC THlt 31 HIEN CHIEN LUOC MARKETING DOANH NGHIEP THUONG MAI Cac nhan to ben ngoai cua doanh nghiep thuong mai 31 Cac nhan to ben cua doanh nghiep thuang mai 33 CHUONG II: PHAN TICH TINH HINH XAY DUNG VA TO CHUC THUC 34 HIEN CHIEN LUOC MARKETING CUA CONG TY DV VA TM MESA 1/ KHAI QUAT VE CONG TY DICH VU & THUONG MAI MESA 34 II/ DAC DIEM HOAT DONG KINH DOANH CUA CONG TY DICH VU & THUONG 38 MAI MESA Dac diem nganh hang va san pham kinh doanh 38 Dac diem phuong thurc kinh doanh 39 Dac diem ve to chufc quan ly 40 Dac diem thi truang va kenh phan phoi 40 Cac nha cung cap va doi thu canh tranh 41 III/ KET QUA HOAT DONG KINH DOANH CUA CONG TY 41 Ket qua chung 41 Ket qua kinh doanh nhom hang Miliket 43 IV/ PHAN TICH TINH HINH XAY DUNG VA TO CHUC THUC HIEN CHIEN LUOC 45 MARKETING CUA CONG TY DICH VU & THUONG MAI MESA Mot so dac diem chinh cong tac xay dimg va td churc thuc hien chien luge 45 Marketing d cong ty Mesa 1.1 Xet ve moi tru&ng ben ngoai cua cong ty 45 1.2 Xet ve dac diem nganh hang cua cong ty 46 1.3 Xet ve to churc quan ly va nhan su cong ty 46 1.4 Xet ve nguon tai chinh dau tu cua cong ty 47 Thuc te cong tac xay dung chien luge Marketing o Cong ty Mesa 47 2.1 Ve vice nghien ciru thi tracing thu thap thong tin tai cong ty Mesa 48 2.2 Phan rich SWOT va cac hoat dong marketing hien tai cua cong ty Mesa 50 2.3 Viec phan doan va xac dinh thi tracing muc tieu acong ty Mesa 51 2.4 Dac diem cac hoat dong Marketing tai edng ty Mesa 53 2.4.1 Ve muc tieu hoat dong marketing 53 2.4.2 Vd dinh h cua hoat dong marketing 53 2.4.3 Cac giai phap marketing mix da va dang ap dung cho san pham an lien Miliket tai 53 cong ty Mesa 2.5 Chuang trinh hanh dong marketing&du toan ngan sach 59 Thuc te td churc thuc hien cac hoat dong marketing d cong ty Mesa 60 3.1 To churc nhan su chuc nang marketing tai cong ty 60 3.2 Tien hanh cac hoat dong marketing thuc tetai edng ty Mesa 61 3.3 Kiem tra, giam sat qua trinh thuc hien hoat dong marketing 61 Cac doi thu canh tranh chu yeu cua nhom hang Miliket cong ty Mesa 62 V/ NHAN XET VE VIEC XAY DUNG VA TO CHUC THUC HIEN CHIEN LUOC 63 MARKETING DA LAM CONG TY MESA Nhurng diem manh 63 Nhurng diem yeu 64 Cac mau thudn bieu hien can giai quyet cua cong ty Mesa 65 CHUONG III :GIAI PHAP VA Dlfiu KIEN HOAN THIEN CONG TAC XAY * DUNG VA TO CHUC THUC HlfiN CHIEN LUOC MARKETING CUA 67 CONG TY DV VA TM MESA 1/ DINH HUONG PHAT TRIEN KINH DOANH VA YEU CAU DOI MOl, NANG CAO 67 VAI TRO CUA CONG TAC XAY DUNG VA TO CHUC THUC HIEN CHIEN LUOC MARKETING CONG TY DICH VU VA THUONG MAI MESA Dinh hudng phat trien kinh doanh cua Cong ty DV&TM Mesa 67 Nhfirng yeu cau doi mdi, nang cao vai tro cua cdng tac xay dung va to chuc thuc 70 hien chien luoc Marketing d Cong ty Dich vu va Thuong mai Mesa II/ HE QUAN DIEM VE THUC HIEN CONG TAC XAY DUNG VA TO CHUC THUC 72 HIEN CHIEN LUOC MARKETING CONG TY DV & TM MESA Quan diem chien luoc bai ban va dal han 72 Chap nhan chi phi Idn 73 Quan diem coi ve ngudi 74 Quan diem du cham nhung chinh xac va vurng vang 75 III/ HE THONG CAC GIAI PHAP THQC HIEN CONG TAC XAY DUNG VA TO 76 CHUC THUC HIEN CHIEN LUOC MARKETING CONG TY DICH VU & THUONG MAI MESA Cac giai phap khac phuc nhung diem yeu cua cdng ty; Dap ung cac yeu cau ve 76 doi mdi, nang cao vai tro cua cdng tac 1.1 Giai phap ve cor cau to chitc va nhan su 1.2 Giai phap ve cor chelanh dao, quan ly, kiem tra, giam sat 79 1.3 Giai phap ve cdng tac ngoai giao 79 Cac giai phap true tiep tdi cac budc xay dung va tdchuc thuc hien chien luoc 80 marketing tai cdng ty 2.1 Cac giai phap ve nghien citu thi trudng 80 2.2 Cu the mo hinh phan tich SWOT cho tung nhom hang 81 2.3 Giai phap phan doan, xac dinh thi trudng trongdiem va xac dinh muc tieu, dinh 81 hudng chien lucre 2.4 Cac giai phap ve san pham 84 2.5 Cac giai phap ve cor che gia cd 86 2.6 Cac giaiphap ve kenh phan phoi tieu thu 89 2.7 Cac giaiphap ve xue tien quang cao 92 2.8 Cac giai phap to chuc thuc hien chien luoc Marketing 94 IV/ DIEU KIEN DE THUC HIEN GIAI PHAP 96 Cac dieu kien thuoc mdi trudng ben ngoaicua cdng ty 96 Cac dieu kien thuoc noi bo cdng ty 98 KET LUAN 99 PHU LUC DANH MUC TAI LlfeU THAM KHAO PHAN Md DAU S J CAN THIET NGHIEN CJU Viet nam tham gia AFTA tu 1/1/1996 va thOi han hoan cac cam ket la nam 2006 Ngay 10/12/2001 Hiep dinh thuong mai Viet - My chinh thurc duoc ky ket va thuc hien mo duong cho viec Viet nam se gia nhap WTO vao nam 2003 Nhu vay chi mot thoi gian rat ngan nua viec loai bo moi su bao ho thue quan, phi thue quan khu vuc ASEAN cung nhu cac su kien kinh te lbn noi tren se dua cac doanh nghiep Viet nam vao mot thi truong rong lbn hon, canh tranh khoc liet hon, rat nhieu co hoi cung nhu thach thuc va rui ro Chi nhung doanh nghiep Viet nam linh dong, co tam nhin chien luoc va co su chuan bi chu dao mbi co the tranh duoc rui ro, dung vung trubc ap luc canh tranh va nam bat duoc nhung co hoi de phat trien trubc moi viec tro len qua muon Thuc trang doanh nghiep Viet nam hien cho thay hau het la cac doanh nghiep vua va nho, trinh cong nghe lac hau so vbi cac nubc khu vuc (tut hau khoang 25-30 nam so vbi Thai lan), nang luc kinh doanh yeu kem, kinh doanh thua l6 tren thi truong noi dia ma van su bao ho cua Nha nubc Vi vay van de cap thiet dat la lam the' nao de phan lbn cac doanh nghiep vua va nho cua Viet nam- co the ton tai phat trien duoc tien trinh hoi nhap kinh te dang cang den gan Cong ty Dich vu & Thuong mai Mesa la mot doanh nghiep loai vua hoat dong kinh doanh linh vuc thuong mai va dich vu dang tao cong an viec lam cho khoang 700 nhan vien cung dang dUng trubc giai quyet van de dat o tren Su ton tai cua Cons ty tuong lai doi hoi Cong ty noi rieng cung nhu cac doanh nghiep Thuong mai Viet nam noi chung buoc phai co nhung su chuan bi, cung co va nang cao tiem luc cua minh tu bay giO Mot nhung hoat dong co tfnh chat quyet dinh cho su chuan bi va cung co tiem luc doanh nghiep dac biet la cac doanh nghiep thuong mai la viec xay dung va to chuc thuc hien chien luoc Marketing tai Doanh nghiep Chien luoc marketing cung nhu cac chien luoc khac nhu chien luoc tai chinh, chien luoc nhan su, - mot chien luoc bo phan cua chien luoc tbng the cua cong ty - la viec xac dinh va thuc hien tap hop cac nguyen tac va dinh hucrng dfrn ddt hoat dong kinh doanh cua doanh nghiep mot thdi ky dai han, no giup cho doanh nghiep co hucrng di dung, lua chon duoc Unh vuc kinh doanh tot, phan b8 phu hop ngudn luc, xac dinh duoc cau truc to chuc hieu qua, Voi danh gia tren ve vai tro cua Chien luoc Marketing tai Doanh nghiep va lua chon Cong ty Dich vu va Thuong mai Mesa lam doanh nghiep thuong mai loai vua dien hinh cho nghien cuu tu co the lam tham khao cho cac Cong ty thuong mai khac noi chung, toi chon de tai “ XAY DUNG VA TO CHUC THUC HIEN CHIEN LUOC MARKETING TAI CONG TY DICH VU VA THUONG MAI MESA” lam luan van thac sy MUC DICH NGHIEN CQU Phan tich thuc trang tinh hinh xay dung va to chuc thuc hien chien luoc Marketing tai Cong ty Dich vu va Thuong mai Mesa ma dai dien la chien luoc marketing cua nhom hang an lien Miliket de xac dinh nhung thieu sot, mau thu^n, bat cap dang tOn tai Tren co so nhung thieu sot, mau thuSn tim ra, kie'n nghi cac giai phap va dieu kien de hoan thien cong tac xay dung va to chuc thuc hien chien luoc Marketing cho nhom hang an lien Miliket la mot mfiu chien luoc marketing chung lam co so cho tat ca cac mat hang khac cua Cong ty Mesa Dam bao su phat huy theo dung nghia vai tro cua chien luoc Marketing doanh nghiep thuong mai, giup doanh nghiep co the cung co va nang cao tiem luc tuong lai DOI TUONG VA PHAM VI NGHIEN cUu Nghien cuu ly luan ve xay dung va to chuc thuc hien chien luoc Marketing cap doanh nghiep tai doanh nghiep thuong mai Nghien cuu thuc te cong tac xay dung va to chuc thuc hien chien luoc Marketing tai Cong ty Dich vu va Thuong mai Mesa Do mat hang kinh doanh cua cong ty nhieu, da dang nen luan van chi tap trung vao nhom hang chu luc chinh cua cong ty la cac mat hang an lien Miliket de nghien cuu, phan tfch va lam dai dien cho viec xay dung va to - Kenh xuat khau hang di nude ngoai se ca hai bo phan ket hop khai thac Bo phan kinh doanh co trach nhiem cung ca'p moi thdng tin vd hang hoa, gia ban, dieu kien giao hang, Va chuan bi hang dung yeu cau cua bo phan xuat khau - Bo phan xua't khau co trach nhiem tim va khai thac thi trudng xua't khau, ket hop ved cac bo phan khac nhu kho van, ke toan de lam cac thu tuc xuat hang di va nhan tien toan + Cong tac kidm tra, giam sat phat sinh them can chu trong: - Kiem tra cua hang, gian hang ve viec thuc hien dung cac chinh sach gia, cac hoat dong khuyen mai cua cong ty Kidm tra bat chot khong dinh trudc hang ton kho cuoi ngay, so sanh luong hang ban duoc va so tien nop ve cdng ty cuoi - Kidm tra nhan vien hd tro dai ly ldn ve thdi gian, gid giac lam viec Kiem tra vd cac bao cao thi trudng va dau mdi tieu thu cua dai ly - Kiem tra bo phan xuat khau vd gia xuat hang di nude ngoai, vd hang thuc xuat di va so tidn chuydn toan ve tai khoan cua cdng ty IV/ Dieu kien de thirc hien giai phap Cac giai phap neu d tren khong phai giai phap nao cung that su kha thi, cd thd thuc hien va ap dung duoc vdi cdng ty Mesa La mot cdng ty kinh doanh thuong mai, hoat dong kinh doanh cua cdng ty Mesa chiu anh hudng rdt nhay ddi vdi su bien dong cua mdi trudng kinh doanh cung nhu cac dieu kien khac Vi vay ma mot so giai phap se chi cd thd ap dung duoc neu dam bao cac didu kien sau: Cac dieu kien thuoc mdi trirdng ben ngoai cua cdng ty Cac didu kien thuoc mdi trudng ben ngoai cd thd noi la cac dieu kien tidn quyet va bdt kha khang ddi vdi tat ca cac doanh nghiep ldn nho Su bien dong cua cac didu kien d tam vi mo buoc doanh nghiep phai cd nhung ung bien mdi phu hop Chien luqc cd the duqc bien ddi chien luqc khac hay dang thuc hien giai phap cd thd chuydn sang thuc hien giai phap khac Vi vay cac giai phap ddi vdi cdng ty Mesa neu tren se cd the duqc ap dung ma cac didu kien d tam vi mo khong cd su bien dong manh va tuong ddi on dinh theo dung chi£u hudng van dong da du doan 96 + Cac chinh sach kinh te thudng mai on dinh va thuan loi hon Trong thdi gian tdi sau hiep dinh Viet My duoc ky ket, Viet nam dang tien trinh hoi nhap AFTA va dang pha'n da'u gia nhap WTO, dieu dong nghTa vori viec cac chfnh sach kinh te thuong mai cua Viet nam se phai on dinh va tao nhidu thuan loi hon cho cac doanh nghiep kinh doanh noi chung + Suphat trien on dinh ve kinh te nude va the gidi Sau vu khung bo trung tam thuong mai the gidi tai My, ndn kinh te My da cd nhieu xao tron va cd nguy co dan den mot cuoc khung hoang kinh te the gidi lan rong Tuy nhien ndn kinh te the gidi sau nhieu suy giam, hien da cd nhung bien chuyen mdi va phuc hoi lai Nen kinh te nude (Viet nam) ft chiu anh hudng nhat cua su suy thoai kinh te toan cau noi tren va hy vong cung vdi su phuc hoi kinh te the gidi , nen kinh te nude se cd su phat trien on dinh thdi gian tdi lam tien de cho su phat trien on dinh cua cac doanh nghiep kinh doanh thuong mai noi chung + Mol trudng luat phap, chinh tri on dinh Vdi mot loat cac vu khung bo', chien tranh va khung hoang chfnh tri d cac nude khac tren the gidi da chdng to su on dinh vd chfnh tri d Viet nam Nha nude Viet nam chi can xay dung mot he thong luat phap hoan chinh mang tfnh on dinh dai han la cd the hap dan cac ngudn dau tu ldn tir nude ngoai vao su phat trien ndn kinh te nude + He thong nhd cung cap on dinh' Vi la cong ty thuong mai, khong true tiep san xuat nen viec thuc hien cac giai phap mdi chien luoc marketing cua cdng ty phu thuoc vao su on dinh cua chfnh cac nha san xua't cung ca'p Moi su thay doi cua nha san xuat nhidu buoc cdng ty phai xem xet thay doi lai chien luoc cua minh + Cac doi thu canh tranh khdng co sirphat trien ddt xuat Neu cd su xuat hien cua ddi thu canh tranh manh khac vdi tiem luc rat ldn san sang chiu Id mot vai nam dau kinh doanh tai Viet nam thi viec dua va thuc hien cac giai phap khac cd the phai tfnh den 97 Cac dieu kien thuoc noi bo Cdng ty Cac giai phap du co tmh huu fch va kha thi nhung cd duoc thuc hien hay khong lai chinh bo may lanh dao cua cong ty quyet dinh Giai phap da duoc neu dua tren cac quan diem thdng nhat cua bo may lanh dao hien thdi cua cong ty va dieu dinh cua cap lanh dao cong ty + on dinh ve co cau bo may lanh dao Trong tuong lai rat co the cdng ty da phat trien md rong den mot tarn cd nhat dinh ddi hoi phai duoc phan quydn hay cd ngudi gop von hay co phan hoa Luc dd co cau bo may lanh dao se thay doi hoan toan va moi van de dang le se duoc giai quyet theo each nhu cu thi se duoc giai quyet thong qua mot bo may lanh dao mdi, theo each suy nghT mdi + Kien dinh ve quan diem chien luoc Gia su nhu khong cd su thay doi gi ve co cau bo may lanh dao nhung quan diem cua bo may lanh dao cu lai thay doi, vi du nhu khong can thiet phai tra mot chi phf ldn cho cac hoat dong marketing hoac khong muon dinh hudng dai han ma theo thdi the de dinh hudng phu hop timg thdi diem, Luc dd viec sir dung cac giai phap noi tren thuoc vao giai phap cd phu hop vdi quan didm mdi hay khOng 98 KET LUAN Vdi de tai nghien cuu trng dung nham ddng gop nhung giai phap hoan thien cdng tac xay dung va to chirc thuc hien chien luoc marketing cua cong ty dich vu & thuong mai Mesa Tren co so muc dich nghien cun dd ra, luan van da dat duoc nhung ket qua sau day: Lu£n van da khang dinh duqc vai tro dac biet quan cua chien luqc marketing hoat dong kinh doanh cua doanh nghiep thuong mai Ddng thdi luan van da he thdng hoa theo trinh tu ta't ca cac budc co ban cua cdng tac xay dung va to churc thuc hien chien luqc marketing d doanh nghiep kinh doanh thuong mai noi chung Day la co so ly luan chung va day du nhat dd cac doanh nghiep thuong mai theo dac didm kinh doanh rieng co cua minh ma van dung vao tu xay dung va thuc hien chien luqc marketing cua minh Day cung la can cii de cho cong ty dich vu & thuong mai Mesa tim nhung diem thieu sot, han che cdng tac xay dung va to chut thuc hien chien luqc marketing dang tien hanh tai cdng ty Thdng qua cac net so luqc ve cdng ty dich vu & thuong mai Mesa, co the’ tha'y cong ty da co nhung budc phat tridn nhanh, vuqt bac thdi gian kha ngan (1996-2002), dac biet la su mo rong va tang trudng vd quy mo cua cdng ty Didu khang dinh dudng ldi kinh doanh sang suot cua lanh dao cdng ty nhung nam qua Tuy nhien khong chi nhin vao cac so to ldn bd ngoai, tac gia da bam sat theo phan ly luan co so de phan tich thuc te' cac budc xay dung va td chut thuc hien chien luqc marketing d cong ty va da phat hien nhung nguy co cung nhu diem han che' cong tac tai cdng ty De dam bao tfnh cu the cao, dam bao su phan tich sau, tac gia da lua chon nhom hang an lidn Miliket lam nhom hang dai dien cho rat nhieu nhom hang dang kinh doanh cua cdng ty de nghien cut Vdi viec gidi han pham vi nhom hang Miliket, luan van da chi nhung nguy co mat dan thi trudng mi an lidn ca va ngoai nude cua 99 cong ty va nhung didm yeu kem cua cong ty vd nhan su, co cau td chtrc, ve chinh cac hoat dong marketing hon hop nhu san pham, mang ludi phan phoi Ddng thoi luan van cung vach nhung didm manh chu yeu ma cong ty can tan dung de khac phuc nguy co, diem yeu cua minh Luan van cung neu duoc cac mau thuan dang ton tai qua trinh kinh doanh cua cong ty hien can duoc giai quyet cang sdm cang tot Can cd tren co so chien lupc phat tridn kinh doanh cua cong ty da dupe xay dung th nhung nam 1998 va yeu cau doi mdi vd cong tac xay dung va td chuc thuc hien chien lupc marketing o cdng ty Mesa, ket hpp vdi he quan didm cua ban lanh dao cdng ty vd cdng tac nay, luan van da dd mot sd cac giai phap true tiep pham vi cua cdng ty nham phat huy the manh cua minh giai quyet cac mau thuan dang ton tai hoat dong kinh doanh cua cdng ty da neu Cu thd nhu sau: + Cac giai phap chung vd co cau td chuc cua cong ty; vd co che lanh dao, quan ly va vd cdng tac ngoai giao + Cac giai phap gan lidn vdi tung budc xay dung va td chuc thuc hien chien lupc marketing cua cong ty nham khac phuc nhung didm thieu sot cua cong ty cong tac nay, ddng thdi cung dua cac giai phap mdi dd la: - Thiet lap mang ludi cua hang, gian hang ban le cua cong ty d cac khu vuc tieu thu diem, kd ca cac ngoai tinh noi ma luc lupng ban le khong thd vuon tdi dupe Day la mot mo hinh kenh tieu thu ma tir trudc tdi gio cdng ty chua thuc su ap dung - Nd luc khai thac thi trudng xuat khau hang sang Ddng au, My va Canada, day la kenh tieu thu chua dupe cong ty khai thac mac du tidm nang la rat ldn va cac ddi thu canh tranh da dang tap trung xam nhap manh - Tham gia hoi chp, tridn lam d nude ngoai de tim nhung khach hang ldn tren khap the gidi 100 - Giai phap tap trung xam nhap vao phan khuc thi trudng hang an lien cao cap, thi trudng co nhidu tiem nang dam bao cho su phat trien cua cong ty tuong lai - Giai phap xay dung trang WEB chi tiet vd timg nhom hang cua cdng ty quang cao tren mang Internet Day la de tai thuc tien vd chien luqc marketing d cdng ty dich vu & thuong mai Mesa - mot doanh nghiep thuong mai loai vira d Viet nam - Vdi pham vi nghien cum tap trung di sau d ca'p doanh nghiep, de tai co y nghla thiet thuc ddi vdi chfnh hoat dong kinh doanh thuong mai cua cdng ty va cd the lam tai lieu tham khao gop phan huu ich cho cac doanh nghiep thuong mai khac Vdi su giup dd tan tinh cua thay giao hudng din, tac gia da cd gang ung dung nhung kien thirc da hoc vao viec nghien cum, phan tich, tim tdi giai phap vdi mong muon gop phan nao dd vao viec giai quyet cac van de vudng mac ap dung chien luqc marketing hoat dong kinh doanh cua cac doanh nghiep thuong mai noi chung Trong khuon kho gidi han cua mot luan van cao hoc, tac gia khong tranh khoi nhung sai sot, ra't mong su gop y cua cac doc gia 101 PHU LUC BANG CAU Hdl DIEU TRA THI TRACING SAN PHAM MOI - Mi AN LI^N KIM CHI MILIKET (NGUON: BAO CAO CONG TY MESA) CONGTYDV ATM MESA MILIKETDISTRIBUTOR 2OB(J1 THiXUAN- HA NOl BO PHANMILIKET So: Ha n6i, J J Kinh giri: De phuc vu quy khach hang cang tdt hon, Cdng ty Mesa trdn de nghi quy khach hang xem xet ky mdu hang ma cong ty chung toi gin den va tra ldi giup mot so cdu hdi can thiet sau: Quy khach da thay trdn thi trucrng co san pham tuong tu chua? Neu quy khdch chua thay xin chuyen tiep sang phan cdu hoi Neu quy khach da thay xin tra loi cac cdu hoi sau: - Ai la ngudi san xuat: - Ai la ngudi ph£n phoi: - Dac didm san pham do: Trong luong gr, Bao goi mdu sac - Tuong tir vdi mau d nhdng didm gi: - Da xuat hien trdn thi trudng duoc bao Idu - Tinh hinh tidu thy san pham - Chinh sach gia ban nhu the nao - Chuong trinh khuydn mai di kem - Pham vi tieu thu cua san pham - SO luong cua san pham - Quy khach khdng thich diem gi d san pham Can cur tren mau hang cua cdng ty chung tdi, xin hoan tiep cdc cau hoi sau: - Nhan xdt cua quy khach ve san pham mau: - Vdi mdc gia cua chung tdi, quy khach cd thd’ tidu thy duqc bao nhidu thang - Theo quy khdch thi san pha’m phai thay doi gi: - Nd'u thay dd’i theo y quy khdch thi sd luqng tieu thu thdng la bao nhidu - Trong thdi gian tdi cd dua san pha’m tuong ty khong Nd'u cd thi ai? vd bao gid Xin chan cam ffn siftrcfgiup cua quy khach hang! THAY MAT CONG TY MESA PHU TRACH BO PHAN MILIKET 102 PHU LUC BAN DANH GIA SAN PHAM MOI - Mi AN LIEN KIM CHI MILIKET (NGUON: BAO CAO CONG TY MESA) CONG TY DV & TM MESA MILIKET DISTRIBUTOR 20 BU/ THIXUAN- HA NO/ BO PHANMILIKET Ha n6i, J J S6: Ngudi danh gia: B6 ph$n: De dam bao chat luong thdng tin, dd nghi moi ngudi danh gia that khach quan Quan sat: - Hinh thirc ndi chung: □ Rat dep □Dep □ Binh thudng □Xau -Ten hidu san pham: □Rat hap dan □ Hap din □ Binh thudng □ Khong hap dan -Trong luong san pham: □Qua nhidu □ Nhieu □Vira □it -Tinh mdi la: □Rat la □La □ Binh thudng □ Khdng mdi la □Tdt □ Binh thudng □ Khong tot - Dp chac chin cua bao goi: □ Rat tot - Mau sic soi mi: □ Rat hap dan □Hap din □Binh thudng □ Khdng hap din - Gia vi kem theo: □Qua nhidu □Nhidu □Vira □ it - Dd chin cua san pham □ Hoi chay gion □Vira □Con sdng □ Biiu - Thdi gian chd chin mi □Qua liu □Lau □ Binh thudng □ Nhanh - Huong thorn □ Rat hap dan □ Hap dan □ Binh thudng □ Khong hap din -Vi □ Rat ngon □ Ngon □ Binh thudng □ Khong ngon - Dd dai cua sgi mi: □Qua dai □ Dai □vua □bp - Dd nd cua mi □Qua nd □Vira □ it nd - Cac vi la cam nhan thay □Rat chua □ Chua □ Rat dang Nd'm thd: □Dang - Cac mdi la cam nhan thay Cac cau hoi khac: - Ban thich san pham d nhung didm gi? - Ban khdng thich sin pham d nhCmg diem gi? - Ban cd mudn mua dung san phi’m khdng? - Ban cd thd mua san pham tai mire gia nao? Xin chan cam Un stftrugiup cua cac quy vi! THAY MAT CONG TY MESA 103 PHU LUC Bl£u ©6 3.1: D|£n BI^N DOANH S6 BAN HANG MILIKET THEO CAC THANG TRONG NAM 2001 ( T? D6NG) - NGUdN: BAO CAO CTY MESA 9,8 B1 U d6 3.2: SO SANH GILTA DOANH Sd BAN HANG NAM C0a RlBNG MESA VA t6nG DOANH S(5 BAN COAXN MILIKETTIT 1996-2001 104 d6 3.3: SO SANH THI PHAN Ml AN LI^N HANG NAM CClA RlENG MESA VA cClA CAC D6l THO KHAC TREN THI TRUONG MIEn bAc TU 1996-2001 (DV: %) - NGUON: bAo cAo cty mesa Bl£u □ Cac doi thu khac SMesa BlEu DO 3.4: T? LE DOANH S6 BAN HANG CAC LOAI SAN PhAm MILIKET NAM 2001 - NGUON: bAo CAO CTY MESA ■ Mi 2tdm 70g 3% rr7 £% 2% 3% 3% ■ Mi tom 80g 38% □ Mi tom 75g 49% □ Miga 80g5% ■ Mi bo 65g2% □ 33 SP khac 3% BI^U d6 3.5: T? LE DOANH S6 BAN Si & BAN LE MILIKET CClA CTY MESA NGUdN: BAO CAO CTY MESA □ Ban si ■ Ban le 105 PHU LUC 4: DANH MUC & BANG GlA MAT HANG MILIKET-NGU6N: CTY MESA 2001 TEN HANG STT DON VI quycAch TINH (GOl/THUNG) 1/ san phAm cAp thAp MlBANH KG Ml VUN KG Mi VO KG II/ SAN PHAM BiNH DAN Mi DEN2TOM 70G THUNG Mi DEN TOM 80G THUNG Mi DEN TOM 75G thUng chAoAnliEn loahoogoi THUNG Mi TOM GIAY TRANG 70/75G THUNG III/ SAN PHAM KHA Mi GA RO Tl 60G THUNG 10 Mi GAVANG 65G THUNG 11 Mi GATI'M 65G THUNG 12 MiGAXANH 80G THUNG 13 Mi CUA70G THUNG 14 Mi BO 65G THUNG 15 Mi lE HOl LOA110 GOI THUNG 16 Mi lE HOl LOAI 20 GOI THUNG 17 MlEN GA 65G THUNG 18 Mli CHAY 70G THUNG 19 BOT CANH T6NG HOP THUNG 20 Mi t6ng HOP THUNG 21 MiXUAN LOA110 GOI THUNG 22 PHO BO65G THUNG 23 PHO GA65G THUNG 24 Mi vittiEm THUNG 25 CHAO CAAN LlEN 50G THUNG 26 CHAO GA AN LlEN 50G THUNG 27 Mi GA NAU THUNG 28 Mi HOANH THANH GA 80G THUNG 29 Mi HOANH THANH TOM 80G THUNG 30 Mi CA Rl GA 80G THUNG 31 Mi LAU CHUA 80G THUNG 32 Mi KIMCHI GA85G THUNG 33 Mi KIM CHI TOM 85G THUNG 34 Mi KIM CHI HEO 85G THUNG 35 Mi XAO 85G THUNG IV/ sAn phAm cao cAp 36 Mi LY HOANH THANH GA THUNG 37 Mi LY HOANH THANH TOM THUNG 38 Mi LY HOANH THANH THAP cAm THUNG giA ban s (CO VAT) thUng GOI LE GlA BAN lE (CO VAT) THUNG GOl LE 1 7,570 2,420 3,157 7,570 2,420 3,157 7,721 2,468 3,220 7,721 2,468 3,220 100 100 100 100 100 82,280 91,806 87,780 77,385 82,280 823 918 878 774 823 83,926 93,642 89,536 78,933 83,926 839 936 895 789 839 30 30 30 30 30 30 10 20 30 30 50 30 10 30 30 30 30 30 30 30 30 30 30 30 30 30 30 27,060 31,427 28,215 41,316 32,483 32,010 109,010 153,846 57,486 39,270 60,599 28,941 123,200 902 1,048 941 1,377 1,083 1,067 10,901 7,692 1,916 1,309 1,212 965 12,320 27,601 32,056 28,779 42,142 33,133 32,650 111,190 156,923 58,636 40,055 61,811 29,520 125,664 920 1,069 959 1,405 1,104 1,088 11,119 7,846 1,955 1,335 1,236 984 12,566 56,232 58,311 33,000 77,440 38,720 41,316 53,713 53,713 43,010 51,095 55,781 55,781 55,781 47,124 1,874 1,944 1,100 2,581 1,291 1,377 1,790 1,790 1,434 1,703 1,859 1,859 1,859 1,571 57,357 59,477 33,660 78,989 39,494 42,142 54,787 54,787 43,870 52,117 56,897 56,897 56,897 48,066 1,912 1,983 1,122 2,633 1,316 1,405 1,826 1,826 1,462 1,737 1,897 1,897 1,897 1,602 24 24 24 47,520 47,520 47,520 1,980 1,980 1,980 48,470 48,470 48,470 2,020 2,020 1^20 PHU LUC : MOT SO CHUONG TRINH KHUYEN MAI HANG Ml AN LIEN CUA CTY MESA VA CUA CAC DOI THU CANH TRANH CHU YEU THANG 12/01 TREN THI TRUONG MIEN BAC- NGUON: BAO CAO CTY MESA Gia ban si Quy each (co VAT) Ten Cty Stt Ten san pham Goi/thimg ChUdng trinh khuyen mai d/thung + Mua 10Othung thudng 2thung cung loai Mi tom 75g 100 87.780 + Mua 100thimg thudng thimg ga xanh 80g + Mua 10Othung thudng Ithiing cung loai Mi tom g 100 91.806 + Mua 10Othung thudng Ithiing ga xanh 80g MESA + Mua 30thung thudng thiing cung loai Mi Kim chi 85g 30 55.781 + Mua thimg thudng 2goi bot ngot Vedan + Mua Ithiing thudng goi cung loai + Mua 50thung thudng Ithiing ga nau Mi ga xanh 80g 30 41.316 + Mua thiing thudng 2goi bot ngot Vedan Mi Hao hao 80g 30 26.800 + Mua thiing thudng goi bot ngot 200g Mi Hao hao 75g VIFON 30 55.100 + Mua 50thiing thudng thiing cung loai Mi Kim chi 85g ACE COOK + Mua 10Othiing thudng thiing cung loai + Mua thiing thudng goi mi lau thai 32 48.000 + Mua 30thung thudng 01 thiing cung loai Mi lau thai 80g + Mua thimg thudng goi bot ngot 200g 30 31.200 + Mua 50thiing thudng 01 thiing cung loai PhdGood 65g + Mua thiing thudng goi bot ngot 200g THIEN Mi ga vi hUdng HlfONG 30 26.800 + Mua thiing thudng 1hop site PhUcmg nam Mi sa teVH 80g Mi tom 75g 30 25.400 + Mua 20 thiing thudng thiing cung loai Mi Kim chi 85g 30 51.500 + Mua thimg thudng goi bot ngot 10Og HANOI FOOD 107 PHU LUC DAN SO NONG thOn va thAnh thi trung binh mi£n BAC NAM 2000 (SO LI$U NIEN GIAM THONG KE 2000) Dan so (ngifdi) Dan thi Tinh stt Tong so So luong Ty le % Dan nong thon So lu’cJng Ty le % Ha noi 2,736,400 1,581,300 57.79% 1,155,100 42.21% Hai phong 1,690,800 576,300 34.08% 1,114,500 65.92% VTnh phuc 1,103,000 118,100 10.71% 984,900 89.29% Ha tay 2,410,800 197,400 8.19% 2,213,400 91.81% Bac ninh 948,800 89,700 9.45% 859,100 90.55% Hai duong 1,657,500 229,500 13.85% 1,428,000 86.15% Hung yen 1,081,900 101,300 9.36% 980,600 90.64% Ha nam 797,600 63,000 7.90% 734,600 92.10% Nam dinh 1,905,300 245,900 12.91% 1,659,400 87.09% 10 Thai binh 1,797,200 103,800 5.78% 1,693,400 94.22% 11 Ninh binh 888,400 120,400 13.55% 768,000 86.45% 12 Ha giang 618,400 65,700 10.62% 552,700 89.38% 13 Cao bang 497,400 65,800 13.23% 431,600 86.77% 14 Lao cai 613,600 105,100 17.13% 508,500 82.87% 15 Bac can 280,700 41,700 14.86% 239,000 85.14% 16 Lang son 710,700 134,400 18.91% 576,300 81.09% 17 Tuyen quang 685,500 60,900 8.88% 624,600 91.12% 18 Yen bai 691,600 135,900 19.65% 555,700 80.35% 19 Thai nguyen 1,054,000 220,600 20.93% 833,400 79.07% 20 Phu tho 1,273,500 180,600 14.18% 1,092,900 85.82% 21 Bac giang 1,509,300 112,100 7.43% 1,397,200 92.57% 22 Quang ninh 1,017,700 449,200 44.14% 568,500 55.86% 23 Lai chau 613,300 75,200 12.26% 538,100 87.74% 24 Son la 906,800 95,500 10.53% 811,300 89.47% 25 Hoa binh 767,600 107,100 13.95% 660,500 86.05% 26 Thanh hoa 3,501,100 323,400 9.24% 3,177,700 90.76% 27 Nghe an 2,892,200 300,400 10.39% 2,591,800 89.61% 28 Ha tfnh 1,279,100 117,100 9.15% 1,162,000 90.85% 29 Quang binh 803,000 96,300 11.99% 706,700 88.01% 30 Quang tri 580,800 137,900 23.74% 442,900 76.26% 31 ThOa thien-hue 1,064,400 312,600 29.37% 751,800 70.63% 38,378,400 6,564,200 17.10% 31,814,200 82.90% Tong cong 108 DANH MUC CAC TAI LIEU THAM KHAO ■ B Armand Dayan (2001) - Nghe thuSt quang cao - Nha xudt ban Tp HCM, 2001 TS Ngo XuSn Binh (2001) - Marketing ly thuydt va van dung - Nha xuft ban khoa hoc xa hdi, 2001 Cdng ty DV & TM Mesa - Cac bao cao tai chinh, ke toan cua cdng ty tir 1996 -2001 TS Nguydn Thi Lien Diep, TS Ho Dire Hung, Pham Van Nam (1994) - Quan tri Marketing -Nha xuat ban thdng ke, 1994 David Begg (1992) - Kinh te hoc - Nha xuat ban giao due, 1992 Mai Thanh Hao (2002) - Tiep thi the ky 21 - Cdng ty Van hoa phuong nam, 2002 Duong Hiru Hanh (2000) - Cac nguyen tac Marketing - Nha xuat ban thdng ke, 2000 Khoa Marketing, bo mon nguyen ly marketing (1999) - Giao trinh quan tri Marketing (Dung cho dao tao thac si) -Ha noi, 1999 PGS.TS Nguydn Bach Khoa (1999) - Marketing thuong mai -Nha xuat ban giao due 1999 10 Tran Hoang Kien (1999) - Chie’n luoc kinh doanh cua cac nha doanh nghiep - Nha xudt ban men, 1999 11 Nguydn Thi Nhu Liem (2001) - Marketing can ban -Nha xuat ban giao due, 2001 109 12 Pierre-Louis Dubois, Alain Jolibert (1991) - Marketing co so ly luSn va thuc hanh tap 1,2,3 -Vien nghien curu quan ly kinh te trung uong - Ha ndi, 1991 13 PGS.TS Vu The Phu (2000) - Quan tri Marketing -Nha xua't ban dai hoc quoc gia Tp HCM, 2000 14 Philip Kotler (1994) - Marketing can ban - Nha xuat ban thong ke Ha noi, 1994 15 Philip Kotler (2000) - Nhung nguyen ly tiep thi phin 1,2- Nha xuat ban thong ke, 2000 16 TS Nguyen Xuan Quang (1999) - Giao trinh Marketing thuong mai -Nha xua't ban thong ke - Ha ndi, 1999 17 TS Nguyen Xuan Quang, TS Nguyen Thtra Loe (1999) - Giao trinh quan tri doanh nghiep thuong mai (Dung cho cao hoc) -Nha xuat ban thong ke, 1999 18 Hong Quang (2001) - Moi trudng on dinh cho dich vu quang cao -Thdi bao kinh te' so 142 26/11/2001 19 PGS.TS Le Van Tam (2000) - Giao trinh quan tri chie'n luqc -Nha xuat ban thong ke, 2000 20 TS Huynh Van Tdng (2001) - Ky thuSt quang cao - Nha xuat ban Tp HCM, 2001 110