Phát triển thị trường xuất khẩu của công ty cổ phần nhựa hưng yên

TRUING DAI HOC KINH TE QUOC DAN * * * £>AJWc K.TQ.d tt thOng tin thuvien PHb.VG luan an - tuueu HA THI THU HIEN PHAT TRIEN THI TRUONG XU AT KHAU CUA CONG TY CO PHAN N H EA HENG YEN CHUYEN NGANH: QUAN TRI KINH DOANH QUOC TE uuAn van thac si hnh doanh va quAn uV Nguoi hu’dng dan khoa hoc: PGS TS NGUYEN THI HUONG Tfo 41053 HA NOI - 2015 L(')’I CAM DOAN Toi cam doan day la cong trlnh nghien cnu cua ban than toi, cac ket qua nghien cuu luan van la xac thuc va chua tung duqc cong bo ky bat cong trlnh nao khac truoc nn r • Tac gia Ha Thi Thu Hien LOI CAM ON Tnrac het, toi xin the hi?n str cam on sau sac den PGS.TS Nguyen Thi r r Huong, bo mon Kinh doanh Quoc te, truong Dai hoc Kinh te Quoc dan da cho toi r r # nhung loi khuyen xac dang va hudng dan tan tinh cho toi thuc hien Luan van thac sy r > r Dong thoi, toi cung muon guri loi cam on den cac thay co giao bo mon Kinh doanh Quoc te va Vien Thuong mai va Kinh te Quoc te, truong Kinh te Quoc dan da co nhung gop y giup toi hoan Luan van Ben canh do, toi cung xin cam on Cong ty Co phan Nhua Hung Yen da cung cap cho toi nhung so lieu, thong tin, nhung kinh nghiem quy bau va ho trq toi qua trinh thu thap so lieu cua doanh nghiep Toi cung xin duqc cam on Vien dao tao sau Dai hoc - Dai hoc Kinh te Quoc dan da to chuc khda hoc Thac sy de tao dieu kien cho tac gia duqc hoc tap, nang cao trinh nghiep vu, chuyen mon viec phat trien thi truong xuat khau tai doanh nghiep r r r Cuoi cung, toi the hien tinh cam tran den bo me, ban be cungldp va cac thay cd giao qua trinh hoc tap tai truong da khich le, dong vien tac gia qua trinh thuc hien Luan van Tac gia Ha Thi Thu Hien NHAN XET LUAN VAN THAC SY KINH TE • • • De tai: Phat trien thi trudng xuat khau cua cong ty cd phan nhua Hung Yen Chuyen nganh : Quan tri kinh doanh quoc te Cao hoc vien : Ha Thi Thu Hien Nguffi nhan xet; TS Trinh Thi Thanh Thuy - Phan bien Don vi cong tac; Vien Nghien cuu thuffng mai - Bo Cong Thuorng Sy can thiet, y nghia khoa hoc va thyc tien luan van - Phat trien, tham nhap va chiem linh thi truong xuat khau la muc tieu, chien luoc kinh doanh, la nhiem vu tarn quy£t dinh su ton tai va phat trien ben vung cua doanh nghiep san xuat va xuat khau - Trong bdi canh tu hoa thuong mai dien manh me, hoi nhap kinh te va quoc te cua Viet Nam dang tro nen tich cue va sau rong, thuc hien cac cam k6t song phuong, da phuong da ky ket, dac biet la chi thoi gian ngan nua (cuoi nam 2015) lap AEC, tiep tuc day manh xuat khau cac san pham cua Viet Nam sang cac thi truong truyen thong va nang cao vi the cua doanh nghiep va san pham tai cac thi truong nay, cung nhu tim kiem cac thi truong moi va thi ngach la het sue can thiet, nhat la doi voi cac san pham cong nghiep la the manh cua vien AEC r r v r r v r ■» Vi vay, lua chon chu de nghien cuu ve “Phat trien thi truong xuat khau cua cong ty co phan Nhua Hung Yen” co y nghia thiet thuc ca ve ly luan va thuc tien ? x x r Nhung ket qua va cong chu yeu cua luan van * Ve noi dung Cao hoc vien da su dung phuong phap nghien cuu truyen thong, voi ket cau chuong, tren co so tong quan kha nhieu cong trinh nghien cuu co lien quan de tim khoang tri thuc can tiep tuc nghien cuu z r x f •» x z ' z f x x r Chuang 1, luan van da lam ro mot so van de ly luan ve thi truong xuat khau cua doanh nghiep (khai niem, vai tro va phan loai thi truong xuat r r ? a » r khau); dac biet xay dung khung ly thuyet ve phat trien thi truong xuat khau de lam co so cho danh gia thuc trang va de xuat, kien nghi cho cac chuong sau Cu the la: Da khai quat ly thuyet phat trien thi truong xuat khiu (tra loi •> r r y cau hoi phat trien thi truong xuat khau la gi); phuong thuc phat trien thi truong xuat khau theo chieu rong va chieu sau; vdi noi dung phat trien thi truong xuit khau (nghien cuu du bao thi truong, xay dung ke hoach phat trien thi truong, to chuc va kiem soat thuc hien ke hoach); xac dinh tieu chi danh gia phat trien thi truong xuat khau cua doanh nghiep kha day du, phan anh theo ca hai phuong thuc phat trien xuit khau duqc de cap; nhom nhan to khach quan va chu quan anh hudng den phat trien thi truong duqc phan tich ro rang r t Chuong 2, Tu viec lam ro dac diem hoat dong san xuat, kinh doanh va xuat khau cua cong ty co phan Nhua Hung Yen, cung nhu nhung nhan to khach quan va chu quan tac dong den phat trien thi truong xuat khau cua cong ty, luan van da phan tich kha toan dien ve thuc trang phat trien thi truong xuat khau cua cong ty co phan Nhua Hung Yen giai doan 2011-2014 qua cac tieu chi da duqc xac dinh tai chuong Tren co so do, rut danh gia kha toan dien ve nhung tuu, han che va nguyen nhan, chu yeu la cong ty qua tap trung vao phat trien san pham ma chua uu tien cho xuc tien ban hang va tim kiem thi truong, cong tac quan tri va dau tu cho cong nghe san xuat san pham han che Day la co so thuc tien can thiet de de xuat giai phap chuong / r ■> r a f r Chuong 3, luan van da xac dinh quan diem, muc tieu va dinh hudng phat trien thi truong xuat khau cua cong ty co phan Nhua Hung Yen den nam 2020, de xuat mot so giai phap ngan, trung va dai han nham phat trien thi truong xuat khau cua cong ty cong ty co phan Nhua Hung Yen Cac giai phap va de xuat kha toan dien, mot so giai phap kha thi va co gia tri tham khao yr r * V'e hinh thurc r - Luan van duqc trinh bay dung quy dinh, bao cao tom tat phan anh trung bao cao tong hop cua luan van - Ket cau giua cac chuong va cac phan tung chuong kha hop ly - De tai luan van phu hop vdi chuyen nganh quan tri kinh doanh quoc te Noi dung nghien cuu phu hop vdi ten de tai r a Mot so han che cua luan van A A A A A - Phan md dau, phan tong quan cong trinh nghien cuu can neu ro tinh chat cong trinh, noi cong bo/ thuc hien cong trinh d tat ca cac nghien cuu cd r z r lien quan; Luan van su dung nhieu phuong phap nghien cuu truyen thong nhung chua duqc lam ro phuong phap nghien cuu - Trong chuong 1, muc 1.1 ve thi truong xuat khau cua doanh nghiep khong nen dua vao muc 1.1.4 - Chuong 2, phan tich, danh gia thuc trang phat trien thi truong xuat khau cua cong ty theo cac tieu chi da xac dinh, sau trinh bay ket qua nen rut nhung danh gia cua nguoi nghien cuu (vf du tai trang 55) - Chuong 3, neu su dung hieu qua hon nhung phan tich va danh gia tai cac chuong truoc thi gia tri khoa hoc cua cac giai phap se cao hon - Ket luan chua xung tam, chua khai quat duqc nhung ket qua nghien cuu cua luan van, thien ve su can thiet phat trien thi truong xuat khau - Trong luan van, can chuan xac thuat ngu, van phong khoa hoc, ten cac muc va tieu muc nen la cac menh de, tranh dung cau van qua dai (muc 2.4 co the ghep vao muc 2.3., muc 2.5 Danh gia chnug) Ra soat chinh sua loi ky thuat, Ket luan Luan van la mot cong trinh ngh^ cuu khoa hoc cong phu, phuong phap hghieh cuu phu hqp Noi dung cua luan van co the lam tai lieu tham khao cho cac cong ty/ doanh nghiep tong phat trien thi truong xuat khau Voi hhuhg ket qua va cong nhu tren, cao hoc vien Ha Thi Thu Hien xung dang duqc hoc vi thac sy kinh te, chuyen ngOgh quan tri kinh doanh quoc te neu bao ve cong luan van truoc hoi dong cham luan van thac sy r r r > f Ha Noi, 12 thang 11 nam 2015 NguOi ghng xPt TS Trinh Thi Thanh Thuy NHAN XET LUAN VAN THAC SY QUAN TRI KINH DOANH Phat trien thi trirdng xuat khau cua Cong ty Co phan Nhua Hung Yen Chuyen nganh: Quan tri Kinh doanh quoc te cua Cao hoc vien Ha Thi Thu Hien Nguoi viet nhan xet: TS Mai The Cirong Chu-c trach Hoi dong: Phan bien Cor quan cong tac: Dai hoc Kinh te Quoc dan Y nghia va gid tri thuc tien cua de tai luan van la gan voi yeu cau cua Cong ty Co phan Nhua Hung Yen Luan van co nhung uu diem noi bat, cu the la: - So lieu cap nhat den 2014 - Luan van da phan tich cac van de chung ve phat trien xuat khau cua doanh nghiep - Luan van da sir dung cac tieu chi o phan ly luan de danh gia ket qua phat trien thi truong xuat khau cua doanh nghiep - Luan van da hoan duoc cac nhiem vu nghien cuu neu o trang Mot so gffi y, gop y: - Phin l I “Thi truong xuat khau cua doanh nghiep” tir trang den trang 17 la khong can thiet - PhAn 2.1, 2.2 va phAn 2.5.3 bi trung lap Cu the, mot noi dung, chang han “dac diem ve tai chinh” o phin 2.1.6 voi phan “yeu to tai chinh” o trang 46 hay phan “nguyen nhan tiem luc tai chinh” o trang 75, vi6t di viet lai nhieu lan Tuong tu o cac noi dung khac nhu nhan luc, nguyen vat lieu hay cac yeu to ben ngoai doanh nghiep - Viec danh gia “muc gia tang so lucmg dau san pham” (Bang 2.19 trang 68) khong co y nghTa thuc tien - Trang 18, tac gia viet “dau quyet dinh qua trinh tai san xuat san pham” co nghTa la gi? - Dinh nghTa v6 phat trien thi truong xuat khau ■> tac gia lay dinh nghTa o dau? Tai lai dua khai niem “tieu thu toi da”? - Hai ly thuyet ma tac gia neu o trang 18, 19 de lam gi? ky song cua san pham” cung khong duoc sir dung gi cac phan tiep theo + Ly thuyet chu ky song cua san pham la nha kinh te hoc Raymond Vernon dua vao nam 1966’ Tac gia da tham khao tai lieu bi danh sai loi ten nguoi dua ly thuyet (K Verum) - Cac gop y khac: + Bang 2.17 (trang 67) can duoc bo sung cot don vi + Mot so trang giay bi de giay trang cuoi trang hay loi chinh ta (4, 19, 66, 72, 90, i, ii, iv, v) + Danh muc tu viet tit chi nen dua vao nhung tir viet tit duoc su dung nhieu lan, lap di, lap lai Neu chi su dung -2 lan thi khong nen dua vao danh muc Cau hoi voi tac gia: + De nghi tac gia lam ro each tinh toan o Bang 2.23, Bang 2.24 va Bang 2.25 + Khi tim kiem nguyen nhan cua cac han che, tac gia da xac dinh cac nguyen nhan tu dau? Khung phan tich nao tac gia sir dung? Ket luan: Cong trinh luan van cua Cao hoc vien Ha Thi Thu Hien co chat luong dat yeu cau, the hien duoc nang luc van dung ly luan vao thuc tien Voi luan van nay, de nghi de cao hoc vien nhan hoc vi Thac sy quan tri kinh doanh Ha noi, 13 thang 11 nam 2015 Ngiroi viet nhan xet Naml966, Raymond Vernon xem xet dddng trd cong ty da quoc gia (MNCs) cua cac cong ty My ma cac cong ty chiem ty Idn xuat khau toan cau va thu nhap binh quan dau ngddi cua My la cao nhat d cac ndde phat trien Raymond Vernon la vien xem xet ke hoach Marshall ve tai thiet Chau Au sau the chien II Ong cung la ngddi dong vai tro trung tarn viec phat trien IMF va GATT sau the chien II Ong la giao sd tai trudng Kinh doanh Harvard td nam 1959 den 1981 va sau la trddng Kennedy YEU CAU CUA HOI VAN THAC SI • DONG CHAM LUAN • • Ve: Nhung diem can sua chua bo sung trudc nop luan van chfnh thuc cho Vien Dao tao Sau dai hoc Hoc vien Ha Thi Thu Hien Neu hoc vien c6 trdch nhiem chinh sua theo yeu cau cua Hoi ddng chAm luan van Trong truong hop khong chinh sua se khong duoc cong nhan ket qua bao ve Hoc vien phai dong ban yeu ciu chinh sua vao cudi luan van chinh thuc nop cho vien DT SDH 81 gat, nhu cau tai cac thi truong se dan tro nen bao hoa, va doanh nghiep da dat tdi gidi han phat trien tai cac thi truong thi muc hieu qua tir dau tu vao cac thi trudng se giam Ben canh do, viec phat trien thi trudng mdi song song thi trudng hien tai dam bao cho cdng ty cd dau khong bi phu thuoc va da dang hon 3.1.2 Muc tieu cua cdng ty co phan Nhya Hung Yen den nam 2020 • Lay lai thi phan tai thi trudng hien tai, tri toe tang trudng tai cac thi trudng Trong giai doan 2011-2014, cdng ty cd su tang trudng thi phan vuot bac tai thi trudng truyen thong Tuy nhien den nam 2014, thi phan tai thi trudng lai suy giam dang ke Do do, cdng ty dat muc tieu ve thi phan den nam 2020 doi vdi hai •> \ r "> mat hang chu luc: San pham tui nhua chiem thi phan 8% va san pham mang cang co chiem 0.2% thi phan tai thi trudng hien tai Song song vdi muc tieu tri, cdng ty dat muc tieu giu vung toe tang trudng binh quan la 20%/nam Muc tieu so vdi toe tang trudng binh quan thuc te giai doan 2011-2014 la thap hon, nhien vdi du tinh sue canh tranh cang ldn, do cdng ty da dua muc tieu mang tinh kha thi cho giai doan mdi r r •> • Tang so luong thi trudng xuat khau Giai doan 2011-2014, mac du cdng ty da co hoat dong tham nhap thi trudng mdi, nhung hoat dong tham nhap thi trudng yeu Do do, chien luge phat trien den nam 2020, cdng ty dat muc tieu tang sd luong thi trudng xuat khau, r r r t r r ' * ' vdi sd luong quoc gia xuat khau tai chau Au la quoc gia va sd luong quoc gia xuat khau tai chau My la quoc gia Tang sd luong thi trudng gop phan dua thuong hieu cua cdng ty cang duoc biet den nhieu hon Mac du san luong tren tung thi trudng cd the thap, nhung se giup cho doanh nghiep cd bao phu va nen tang de phat trien tren tung thi trudng • Md rong danh muc chung loai san pham xuat khau Song song vdi muc tieu ve thi phan va sd luong thi trudng, doanh nghiep tiep tuc dau tu vao phat trien san pham Muc tieu sd luong dau san pham xuat khau cua cdng ty la 150 ma san pham cho den nam 2020 Viec md dung danh muc chung loai san pham se gop phan lam da dang hoa khach hang cua cdng ty, dac biet la cac khach hang tai cac thi trudng chau Au va chau My 82 • Tang so luong chung loai san pham xuat khau va doanh thu tai cac thi trudng moi 2020 Khdng chi gia tang so luong chung loai san pham, ma voi cac thi truong mdi (da tham nhap giai doan 2011-2014 va muc tieu tham nhap cho den 2020), cong ty cung du tinh day manh so luong dau san pham xuat khau vao cac thi trudng nay; Sd luong san pham xuat khau tai chau Au: 50 ma san pham vdi muc tieu doanh thu xuat khau tai chau Au la 50 ty VND/nam; sd luong dau san pham xuat khau tai chau My la 20 ma san pham vdi doanh thu doanh thu xuat khau tai chau My: 10 ty VND/nam 3.1.3 Dinh huong ve str phat trien thi trurong xuat khau cua cdng ty co phan Nhua Hung Yen den nam 2020 • Tra nha cung cap bao bi nhua hang dau Ddng Nam A tai thi trudng Nhat Ban Thi trudng Nhat Ban la thi trudng truyen thong nhieu nam qua cua cdng ty cd phan Nhua Hung Yen Trong giai doan 2011-2014, cdng ty cung da gat hai dupe nhung qua dang ke tai thi trudng Tai thi trudng Nhat Ban, cdng ty la doanh nghiep cd san luong xuat khau hang dau cua Viet Nam vdi mat hang bao bi nhua Vdi doi ngu cdng nhan dupe dao tao va he thong san xuat theo cac tieu chuan Nhat Ban, cdng ty cd rat nhieu loi the de phat trien hoat dong xuat khau vao thi trudng tiem nang Ben canh do, Nhat Ban cung la mot nhung quoc gia cd kim ngach nhap khau bao bi Nhua ldn thu sau My, do, tiem nang cua thi trudng edn rat ldn Vdi nhung loi the ma cdng ty cd dupe, cdng ty xay dung chien luoc nham tro doanh nghiep cung cap bao bi nhua hang dau Ddng Nam A vao thi trudng Nhat Ban Mac du tinh hinh canh tranh gay gat nhu hien nay, cdng ty khdng chi phai canh tranh vdi cac doanh nghiep nude, ma canh tranh vdi cac doanh nghiep xuat khau bao bi Nhua khac khu vuc Ddng Nam A, tu Indonesia, Thai Lan, Campuchia , nhung thay vao do, cdng ty cd nhung loi the san cd va chien luoc canh tranh dung dan 83 • Trd mot nhung doanh nghiep xuat khau bao bi nhua va mang nhua hang dau Viet Nam vao thi trudng chau Au Nhu da phan tich d tren, thi truong chau Au la mot thi truong tiem nang ma cong ty dang dan tham nhap Mac du so voi cac doanh nghiep nganh, cong ty duoc danh gia la non tre doi vdi thi trudng chau Au, nhung cdng ty cung cd nhung loi the nhat dinh Them vao do, doanh nghiep cung nganh chuyen hudng sang thi trudng Nhat, cdng ty se cd co hoi tham nhap vao thi trudng chau Au va chiem linh thi phan cua chinh cac doanh nghiep nude tai thi trudng Mac du giai doan 2011-2014, cdng ty gap khdng it kho khan tham nhap thi trudng mdi, nhung vdi muc tieu md rong thi trudng va giam su phu thuoc vao thi trudng truyen thong, thi trudng chau Au thuc su la tiem nang doi vdi doanh nghiep Trong giai doan 2011-2014, cdng ty mdi chi dua duoc san pham mang nhua vao thi trudng nay, nhung den 2020, cdng ty se tham nhap va phat trien cdng tai thi trudng chau Au vdi cac mat hang bao bi nhua va mang nhua, tro mot nhung nha cung ung hang dau Viet Nam cho thi trudng chau Au 3.2 MOT SO GIAI PHAP NHAM PHAT TRIEN THI• TRUONG XUAT • KHAU CUA CONG TY CO PHAN NHUA HUNG YEN Dua tren han che va nguyen nhan cua cac han che viec phat trien thi trudng xuat khau giai doan 2011-2014, tac gid xin de xuat mot so gidi phap nham r r •> ■> r tiep tuc phat trien thi trudng xuat khau den nam 2020 3.2.1 Giai phap ngan han nham phat trien thi trirdng cua cdng ty co phan Nhua Hirng Yen 3.2.1.1 Day manh hoat dong xuc tien ban cac san pham nhua cua cong ty x r tai cac thi trudng truyen thong Ve mat ly thuyet, de cd the dam bao phat trien thi trudng xuat khau, dieu cot yeu la doanh nghiep phai giu vung duoc nhung thi trudng hien tai, tru trudng hop doanh nghiep cd su tai cau true va hoach dinh lai co cau thi trudng, thi thi trudng truyen thong luon la nen tang cho doanh nghiep cd the phat trien tiep tai cac thi trudng mdi Tuy nhien, viec tri thi trudng truyen thong khdng don gian la 84 tri thi phan hay doanh thu tir thi trudng nay, ma cdn luon tim cac co hoi de phat trien tai thi truong Tren thuc te, viec giu vung thi truong truyen thong cua cong ty dang duoc thuc hien kha tot Tuy nhien, khong co danh gia dung ve sue canh tranh cua cac doanh nghiep cung nganh ma cong ty da khong tri duoc muc tang trudng thi phan vao cudi giai doan Cac hoat dong xue tien ban tai thi trudng > r r r ? y truyen thong chua duoc coi va thieu da dang, chua nam bat duoc nhu cau khach hang, hien tai mdi chi dung lai d hoat dong quang ba qua to chuc hoi nghi khach hang, cac website thuong mai dien tu, ho tro ban hang qua cac chinh sach toan va ban hang tu van •» t r r De cd the day manh hoat dong xue tien ban hang, truoc het phai tu su thay doi quan niem cua bo phan quan ly - ke hoach Bdi chi doi ngu quan ly thay doi quan niem, chu vao hoat dong xue tien ban tai cac thi trudng truyen thong, thi mdi dua ke hoach va co su phan bo nguon luc hop ly cho cac hoat dong Khi da dua duoc ke hoach ngan han tap trung vao cac hoat dong xue tien ban tai thi trudng truyen thong, phdng xuat nhap khau se len cac budc cdng viec chi tiet va ket hop vdi bo phan ke toan dua du chi ngan sach cu the, cung nhu phan cdng cdng viec cho cac nhan vien kinh doanh de thuc hien cac cdng viec da neu Cdng ty can lap ban danh gia nang lire cdng ty va san pham cdng ty, gui tdi cac khach hang truyen thong, tu se giup khach hang cd cai nhin tong quan hon ve cdng ty, va giup cdng ty loi keo khach hang vdi cac san pham da dang ve chat luong va chung loai De quang ba thuong hieu rong rai hon d Nhat Ban, cdng ty lien he vdi kenh truyen thong NHK thuc hien chuong trinh quang cao ve cdng ty Vdi cac khach hang la cac tap doan thuong mai ldn va tiem nang, cdng ty can sap xep nhan vien chuyen trach de gap go true tiep va trao doi ve nhu cau khach hang, tim kiem co hoi hop tac kinh doanh vdi cac san pham mdi Qua do, cung the hien su quan tam tdi nhu cau khach hang cua doanh nghiep, tang sir hai long tir khach hang va tao hieu ung lan toa quang ba thuong hieu Sau giai doan 2011-2014, tai thi trudng Nhat Ban se cdn cd nhieu bien dong hon nua, dac biet Viet Nam tham gia dam phan va ky ket hiep dinh TPP, cac 85 doanh nghiep se cang co co hoi ldn hon de tham nhap vao thi truong Nhat Ban Do * r x r do, cong ty can nhanh chong thuc hien xuc tien ban de lay lai thi phan tai thi truong Nhat Ban thang dau nam 2015 Sau thang, thu thap phan hoi tu khach hang de dieu chinh cac hoat dong xuc tien ban tai thi truong truyen thdng nay, dam bao giu vung thi phan thang cuoi nam 2015 Ky vong den cuoi nam 2015, cong ty se dat muc thi phan 8% tai thi truong Nhat Ban X •X r 3.2.1.2 Day manh hoat dong tim kiem va tham nhap thi trud'ng moi de xuat khau cac san pham nhua cua cong ty Ve ly thuyet, de phat trien thi truong xuat khau dong deu, cong ty khong chi chu tdi thi truong truyen thong, ma cdn phai co hoat dong tim kiem va tham nhap thi truong mdi Tren thuc te, cong ty da tham nhap duoc them hai thi truong mdi, nhung so luong thi truong mdi nhu vay van rat han che, chua ke hoat dong r x xuat khau cua cong ty vao cac thi truong bo hep ca ve san luong va danh ' X muc san pham; cac hoat dong tim kiem va tham nhap thi truong gan nhu khong dang ke, mdi chi dung lai o viec quang ba va tim kiem qua cac website thuong mai dien tu va hoi tro trien lam quoc te 7 r De co the day manh cac hoat dong tim kiem va tham nhap thi truong mdi, cong ty trudc het can xem lai tu khau ke hoach Phong xuat khau dua ke hoach X phat trien thi truong mdi nhung cac hoat dong de khong tap trung vao thi truong mdi Do do, de day manh cac hoat dong nay, phong xuat nhap khau can dua ke hoach ngan han tap trung vao thi trudng mdi, dua cac cong viec va hoat dong cu the sau xin ngan sach de thuc hien cac cong viec Cong ty can cat cu nhan vien chuyen trach cho moi thi truong mdi, qua cac kenh thong tin nhu bao chi, internet, hoac thu thap duoc tu cac doi thu canh tranh de lua chon cac khach hang muc tieu tai cac thi truong mdi Tu lua chon phuong thuc tiep can nhu gui catalogue, thu gidi thieu hoac san pham chao hang tdi cac khach hang muc tieu, tim moi bien phap tiep can va ban hang cho cac khach hang muc tieu Ben canh do, cu nhan vien tich cuc tham gia cac hoi thao hoac dien dan doi ngoai giua cac quoc gia de tim kiem khach hang hoac cac moi quan he hop tac mdi Tren co so 86 do, cong ty co the sur dung cac san pham da tham nhap vao thi trudng nude ngoai, danh gia hieu qua kinh doanh cua cac san pham nay, chon mot so san ft •> pham chu luc de tham nhap cac thi trudng mdi Ben canh do, day manh hoat dong ban hang vao cac thi trudng mdi bang each su dung cac cong cu marketing online de tang giao tiep vdi khach hang tai cac thi trudng mdi Bdi thi phan va doanh so ban hang tai cac thi trudng mdi rat thap, do cdng ty can nhanh chong trien khai cac hoat dong tim kiem va tham nhap thi trudng mdi de dam bao khdng bi mat thi trudng mdi Du kien nam, cdng ty se tang gap doi san luong xuat khau vao cac thi trudng mdi hien tai, va co them thi A trudng mdi tai khu vuc chau Au 3.2.2 Giai phap trung va dai han nham trien thi truong cua cong ty co phan Nhua Hung Yen r r 3.2.2.1 Cai tien hoat dong nghien ciru dy bao thi truong va doi thu canh tranh Ve mat ly thuyet, hoat dong nghien cuu du bao thi trudng va doi thu canh tranh la hoat dong tien quyet su cdng cua viec phat trien thi trudng Ben canh viec doanh nghiep can su dung nhieu kenh thong tin, thi su nhanh nhay cua doi ngu nhan vien thuc hien hoat dong cung co quyet dinh den muc chinh xac cua cac du bao va la co sd cho doanh nghiep dua ke hoach dung dan nhat Tren thuc rv r > te, hoat dong tai HPC van chua duoc chu trong, chua duqc dau tu thich dang va mang tinh chu quan cua chuyen vien thuc hien Han che cua cdng tac nghien cuu va du bao thi trudng la doi ngu nhan vien phong xuat nhap khau chua co trinh chuyen mon sau, luc luqng it khdi luqng cdng viec va khdi luqng thong tin phai xu ly qua it r r \ r Bdi vay, lau dai, cdng ty nhat thiet can cai tien hoat dong nghien cuu r a ' du bao thi trudng va doi thu canh tranh Cdng ty can tang cudng them mot sd nhan vien co trinh chuyen mon, co nang luc, co kinh nghiem va co su dam me cac cdng viec lien quan den hoat dong nghien cuu va du bao thi trudng cho phong xuat nhap khau Ben canh do, can co chien luqc dao tao ngudi, nang cao trinh hieu biet ve cdng tac thi trudng thong qua cac ldp hoc ve nghien cuu 87 chuyen de nham nang cao chat luong ve lao dong, dong thdi dua nhung bien phap khuyen khich cac nhan vien lam viec hieu qua hon De cai thien then gian thu thap va xu ly thong tin cong ty nen dau tu them mot so trang thiet bi phuc vu cho viec thu thap va xu ly thong tin nhu: lap dat he thong may tinh tren toan bo cong ty co cai nhung phan mem phuc vu cho viec quan ly noi bo cong ty, quan tri du lieu, quan ly cac moi quan he vdi khach hang De co sir chuyen mon hoa hon hoat dong nghien cuu va du bao thi trudng, cdng ty nen chia nhom nghien cuu va du bao thi trudng phdng xuat nhap khau hai nhom nho: Nhom phan tich thi trudng va nhom quan sat thi trudn Nhom phan tich thi trudng phai giai thich dupe co cau thi trudng tai mdi thdi diem va viec xac dinh kha nang, hieu qua cung nhu y nghia doi vdi cdng tac xue tien ban san pham; Nhom quan sat thi trudng phai theo doi dien bien su phat trien va thay doi cua thi trudng doi vdi san pham nhua cua cdng ty, dong thdi phai chi dupe nguyen nhan cua su thay doi Viec phan tach nhom nghien cuu du bao thi trudng phdng xuat nhap khau hai nhom nho , dao tao va phan cdng cdng viec rieng biet cho hai nhom dupe thuc hien vong thang dau nam 2015; ben canh do, cac hoat dong nghien cuu du bao khac cua cdng ty can thuc hien khong phai chi mot hay hai r r r nam, ma xuyen suot qua trinh kinh doanh cua doanh nghiep Du kien cho den nam 2020, cdng ty cd the xay dung mot bo phan nghien cuu thi trudng va doi thu canh r •> e tranh, dua nhung du bao vdi tinh chinh xac den 90% cho hoat dong phat trien thi trudng cua doanh nghiep 3.2.2.2 Nang cao nang lire tai chinh cua cdng ty Tren ly thuyet, tiem luc tai chinh cua cdng ty la yeu to quyet dinh ke hoach phat trien thi trudng cua doanh nghiep cd kha thi hay khong kha thi, va dam bao cho doanh nghiep cd the phan ung linh hoat trudc nhung bien dong cua thi trudng Tren thuc te, HPC la mot doanh nghiep r \ \ r cd tiem luc ve tai chinh ldn nhung chua su •» rv r •> dung von hpp ly , dau tu o at thieu diem, dan den bi phu thuoc vao to chuc tin dung va kha nang toan cua khach hang 88 Do do, de nang cao tiem lire tai chinh cua cdng ty dai han, can sir phoi cua phdng xuat nhap khau va phdng tai chinh ke toan Doi vdi phdng xuat nhap khau, dua ke hoach phat trien thi trudng, can cd dir toan cu the cho mdi hoat dong, tranh chi tieu qua nhieu vao mot hoat dong ma khdng cd ludng cu the ve hieu qua ma hoat dong dem lai Phdng tai chinh ke toan dua tren cac du toan de len ke hoach thu hut von va tinh toan chu ky quay vong von hop ly, dam bao •> r \ r cdng ty luon cd cac khoan du phdng trudng hop khan cap can su dung Mot sd giai phap cdng ty cd the ap dung dai han nhu sau: • Xac dinh chinh sach tdi tra, ca cau von hap ly Phdng tai chinh ke toan se xay dung mot co cau von linh dong phu hop theo mdi ky kinh doanh va ap dung mot sd chinh sach huy dong von hieu qua Ket hop vdi phdng xuat nhap khau de dam phan mua hang vdi hinh thuc toan tra cham r r r de cd the tan dung khoang thdi gian tra cham doi vdi nha cung cap va su dung von cho hoat dong khac Ben canh do, tim each tiep can nguon von mdi tir cac to chuc nhu cac quy hd tro, cac goi dau tu cua doanh nghiep nude ngoai • Su dung hap ly chinh sach ban chiu de tang doanh thu Tren thuc te nghien curu cac chi sd tai chinh thay duoc tinh hinh cdng ty cho ban hang chiu cho khach hang chiem ty le kha cao Dieu anh hudng khdng nhd kha i r r r r > nang luan chuyen von cung nhu thieu von cho qua trinh san xuat cua cdng ty ma nguon cd toe giai ngan rat cham Song de giu chan khach hang, cdng ty van phai thuc hien viec ban chiu Tuy nhien cdng ty can cd nhung giai phap de giam thieu tinh trang Phdng tai chinh ke toan ket hop vdi phdng xuat nhap khau de xac dinh muc tieu ban chiu va xay dung cac dieu kien ban chiu can cu vao muc gia, lai suat no vay va thdi han ban chiu, tu tinh toan cd hieu qua cac chinh sach ban chiu,nghia la so sanh chi phi ban chiu phat sinh vdi loi nhuan ma mang lai; ddng thdi, ket hop chat che chinh sach ban no vdi chinh sach thu hoi no thdi gian ngan nhat Doi vdi viec xac dinh co cau von cho hoat dong phat trien thi trudng xuat khau, cdng ty cd the tien hanh tu nam 2015, tu khau lap ke hoach cho giai doan tiep theo, va co cau von cd the thay doi qua tung nam hoac tung giai doan 89 thuoc vao muc tieu va tam quan cua moi hoat dong timg giai doan Tuy nhien, doi vdi hoat dong quan ly tai chinh nhu thay doi chinh sach ban If X toan cham, cong ty can co lo trinh thich hop, cd the tir 2-3 nam, de khach hang khdng co phan ung tieu cue va cd thdi gian chap nhan vdi cac giai phap cua doanh nghiep 3.2.23 Dinh hiromg va cai thien hoat dong dau tic trang thiet bi cong nghe r \ r r r Ve ly thuyet, doi vdi doanh nghiep san xuat, trang thiet bi la nen tang giup cho doanh nghiep cd the phat trien thi trudng Doanh nghiep cd trang thiet bi tot tao •\ r r f •> nen tang tot cho doanh nghiep phat trien thi trudng xuat khau nhanh hon Do do, dau tu vao co sd tang va trang thiet bi cdng nghe chinh la tao nen tang tot cho doanh nghiep phat trien Tren thuc te, giai doan 2011-2014, cdng ty da cd nhung dau tu vao trang thiet bi cdng nghe, nhung la dau tu o at, thieu diem, chua cd lo trinh cu the, dem lai ket qua tot cho phat trien thi trudng xuat khau, nhung cung da gay kho khan cho doanh nghiep can doi tai chinh Bdi vay, phong xuat nhap khau can cd dinh hudng cho cac hoat dong dau tu co ban va len lo trinh cu the Phong xuat nhap khau can tinh toan muc tieu dau tu cung nhu quy trinh tap trung dau tu mot each ro rang.Thudng xuyen tien hanh bao dudng nang cao hieu qua su dung may moc dap ung kip thdi cho hoat dong san xuat dong thdi giam bdt chi phi thay mdi cho cdng ty Day manh phong trao phat r r r f huy sang kien,cai tien ky thuat hop ly hoa san xuat.De nang cao nang luc cdng nghe,cdng ty can tao lap mdi quan he vdi cac co quan nghien cuu,ung dung cdng \ f nghe ky thuat va ngoai nude de phat trien cdng nghe theo chieu sau va timg budc hoan chinh cdng nghe hien dai Tich cue dao tao doi ngu can bo khoa hoc ky thuat, khoa hoc quan ly cdng nhan lanh nghe tren co sd bdi dudng vat chat thich x r dang cho cdng nhan.Nang cao trinh quan ly can luu tam den vai tro quan ly ky thuat va ky su noi bo Bdi giai doan 2011-2014, cdng ty da cd dau tu ldn ve trang thiet bi may moc, do ke hoach phat trien thi trudng cho giai doan mdi, thdi X X X gian nam dau, cdng ty can tap trung tan dung triet de lqi ich tir su dau tu Ben 90 canh do, cong ty can tri cac bien phap dau tu chi phi thap cho trang thiet bi cong nghe hien tai Sau do, thuoc vao nhu cau thi truong, cong ty co the tiep tuc dau tu mua sam moi de dam bao cho viec phat trien thi truong hieu qua tot nhat v 3.2.2.4 Nang eao nang lre va trinh nhan lire phong xuat nhapkhau Tren ly thuyet, nguon nhan luc (bao gom nguoi quan ly, nhan vien la cong nhan) la xuong song cua doanh nghiep moi hoat dong Dac biet voi doanh r r •> r nghiep xuat nhap khau nhu HPC, nhan luc phong xuat nhap khau la nhan to quan giup cong ty phat trien thi truong xuat nhap khau Tren thuc te, cong ty chua chu trong viec dao tao nang cao nang luc va trinh nhan luc cua phong xuat nhap khau cong ty Trong dai han, cong ty can nang cao nang luc va trinh cua nhan luc phong xuat nhap khau cong ty hon nua Cong ty can lua chon nhung nhan vien co kha nang tiep thu va nang dong, cu di dao tao tai cac trung tam dao tao chuyen nghiep, khong chi ve nghiep vu kinh doanh va nghiep vu xuat nhap khau, ma ve tu quan ly Ben canh do, tao dieu kien cho nhan vien tham gia cac hoi thao ve thue quan, va cac hoi thao giao luu giua cac doanh nghiep va ngoai nuoc Cong ty co the cu mot so nhan vien tham gia hoc tap quy trinh quan ly x * r tai cac cong ty cua nuoc ngoai, va truyen dat lai cac kinh nghiem cung nhu kien thuc thu duoc cho cac nhan vien khac phong.Ben canh do, to chuc cac khoa dao tao ve ngoai ngu ben canh tieng Anh la ngon ngu bat buoc cho cac nhan vien phong Viec dao tao va nang cao nang luc cua nhan su thuong can mot thoi gian dai, do, cong ty can dua van de vao ke hoach phat trien thi truong giai doan tiep theo va tiep tuc thuc hien theo chu ky hang nam 91 KET LUAN Thai gian qua, su bien dong manh tren thi truang cung ung nguyen lieu cho nganh Nhua, cung nhu su chuyen dich xu hudng mua hang tu cac thi trudng ldn, anh hudng manh den cac doanh nghiep nganh Trong boi canh do, phat trien r > r r thi trudng xuat khau trd nhu cau buc thiet doi vdi doanh nghiep nhua Viet Nam noi chung va cdng ty co phan Nhua Hung Yen noi rieng.Tu nhtrng ly tren, nghien cuu ve phat trien thi trudng xuat khau cua cdng ty cd phan Nhua Hung Yen can nhanh chong dugc thuc hien Ve ly luan, luan van da he thong hoa va lam rd han mot sd van de ly luan ca >7 r r ban ve phat trien thi trudng xuat khau cua cac doanh nghiep xuat khau , dua khung mau phat trien thi trudng cua mot doanh nghiep dien hinh Cu the, luan van da he thong va tong hop cac tai lieu trong, ngoai nude va dua khai niem, r •> r •> •> ban chat, noi ham cua phat trien thi trudng xuat khau; phan tich phat trien thi trudng xuat khau theo hai phuong thuc chieu rong va chieu sau, dua cac tieu chi danh gia viec phat trien chien luge thi trudng xuat khau cua doanh nghiep xuat khau Ve thuc tien, thong qua van dung cac phuong phap va mo hinh nghien cuu phu hgp, da nhan dang va lam rd thuc trang phat trien thi trudng xuat khau cua cdng ty cd phan Nhua Hung Yen giai doan 2011-2014 Cu the, luan van da phan tich cd he thong, danh gia khach quan va dua cac ket luan ve thuc trang phat trien thi trudng xuat khau cua cdng ty cd phan Nhua Hung Yen giai doan 2011-2014 Tren co sd ket qua nghien cuu tren da dua cac quan diem, giai phap phat trien thi trudng xuat khau cua cdng ty cd phan Nhua Hung Yen den nam 2020 Tac gia hi vgng day se nhu mot tai lieu tham khao cho cdng ty hoach dinh chien luge kinh doanh cac giai doan sau Gidi han luan van mdi chi dung lai d nghien cuu viec phat trien thi trudng cua cdng ty cd phan Nhua Hung Yen, nhien vdi giac cua viec phat trien thi trudng, cac doanh nghiep khac nganh 92 Nhura cung nhu nganh khac co the tir nghien curu nhung diem giong va dieu kien cua doanh nghiep minh co nhirng huong thuc hien viec phat trien thi truong mot each hieu qua nhat Tuy nhien, thdi gian nghien cuu co han, luan van chua phan tich duqc sau hon ve phuong thuc phat trien thi trudng cua doanh nghiep theo chieu rong , cung nhu chua md rong quy mo ldn hon vdi cac doanh nghiep nganh Vi vay, nhirng giai phap dua cdn han che va mang tinh chu quan, chua co y nghTa thuc tien vdi cac doanh nghiep khac Ben canh do, luan van cung chua dua duqc nhirng kien nghi doi vdi cac Bo, Nganh co lien quan nham tao thuan lqi ve mdi trudng kinh doanh cho cac doanh nghiep nganh Nhua DANH MUC TAI LIEU THAM KHAO • • Bo Cong Thuong (2011), Quyet dinh 2992/QD-BCT Quyet dinh phe duyet ■> r \ ? Quy hoach phat trien nganh Nhua Viet Nam den nam 2020, tam nhin den nam 2025, Ha Noi ■» A Cong ty co phan Nhua Hung Yen (2011,2012,2013,2014), Bao cao ket qua kinh doanh Cong ty co phan Nhua Hung Yen (2011,2012,2013,2014), Bao cao tai chinh Truong Dinh Chien (2002), Giao trinh Quan tri Marketing doanh nghiep, NXB Thong ke, Ha Noi Tran Minh Dao (2006), Giao trinh Marketing can ban, NXB Dai hoc Kinh te quoc dan, Ha noi Trinh Minh Giang, Nguyen Phuong Lan (2011), Nhung md hinh quan tri kinh dien, NXB Dai hoc Kinh te quoc dan, Ha Noi Nguyen Thi Hai (2002), Mot so bien phap phat trien thi trudng xuat khau hang thu cong my nghe tai Cong ty Xuat nhap khau BAROTEX, Luan van thac si, Dai hoc Kinh te Quoc dan, Ha Noi Nguyen Thi Huong (2003), Giao trinh Kinh doanh quoc te tap 2, NXB Lao dong xa hoi,Ha Noi Duong Van Hung (2010), Thuc day xuat khau vao thi trudng EU cua cac doanh nghiep giay dep tren dia ban Ha Noi, Luan an tien si, Dai hoc Kinh te Quoc dan, Ha Noi 10 Nguyen Ngoc Huyen (2012), Giao trinh Chien luoc kinh doanh nen kinh te toan cau, NXB Dai hoc Kinh te Quoc dan, Ha Noi 11 Phan Thi Nghia (2011), Phat trien thi trudng xuat khau hang thu cong my nghe tai Tong cdng ty Thuong mai Ha Noi, Luan van thac si, Truong Dai hoc Kinh te - Dai hoc Quoc gia Ha Noi, Ha Noi 12 Nguyen Thi Nhieu (2007), Nghien cuu thi trudng - Marketing xuat khau che, De tai cap Bo, Bo Thuong Mai - Vien nghien cuu thuong mai,Ha Noi 13 Ngo Van Phong (2011), Mot so bien phap phat trien thi truang xuat khau hang thu cong my nghe a Cong ty xuat nhap khau Tap pham Ha Noi, Luan van thac si, Dai hoc Kinh te Quoc dan, Ha Noi 14 Phdng thuong mai va cong nghiep Viet Nam (2006), cam nang xuat khau cho cac doanh nghiey, NXB Van hoa thong tin, Ha Noi 15 Nguyen Thu Quynh (2009), Phat trien chien luoc thi truang xuat khau nong san cua cac doanh nghiep Viet Nam, Luan an tien si, Dai hoc Thuong Mai Ha Noi,Ha Noi 16 Ngo Kim Thanh, Nguyen Hoai Dung (2012), Giao trinh Ky nang quan tri, NXB Dai hoc Kinh te Quoc dan, Ha Noi 17 Hoang Duc Than (2006), Giao trinh Giao dich va dam phan kinh doanh, NXB Thong ke, Ha Noi 18 Tran Ngoc Thin(2011), Thuc day xuat khau hang hoa cua khu vuc kinh te co r r r r von dau tu nudc ngoai a Viet Nam, Luan an tien si, Dai hoc Kinh te Quoc dan, Ha Noi 19 Vo Thanh Thu (2006), Ky thuat kinh doanh xuat nhap khau, NXB Lao dong xa hoi, Ha Noi 20 Uy ban nhan dan tinh Binh Thuan (2013), De an nghien cuu phat trien thi truang Thanh Long Binh Thuan, De an cap Tinh, Binh Thuan 21 Bao Dat Viet.2014.^A