Quá trình thâm nhập thị trường việt nam của tập đoàn caltex và bài học về thâm nhập thị trường quốc tế đối với doanh nghiệp việt nam

BO GIAO DUG VA DAO TAO TRUdNG DAI HOC KINH TE QUOC DAN B MM > S: J Q a _ T ##♦#* TRAN B!NH HAI V;i — - QUA TRINH THAM NHAP THI TRUCiNG VIET NIM • ■ • • CUA TAP DOAN CALTEX VA BAI HOC VE e • THAM NHAP THI TRUING QUOC TE DOI VCfl ' DOANH NGHIEP VIET NAM — •— • • t i LUAN VAN THAC SY QUAN TRI KINH DOANH Ml M » HA NOI - - 2005 M BO GIAO DUC VA DAO TAO TRUONG DAI HOC KINH TE QUOC DAN TRAN DINH HAI HOC VIEN CAO HOC KHOA 11 QUA TRINH THAM NHAP THI TRUONG VIET NAM CUA TAP DOAN CALTEX VA BAI HOC • f f vE THAM NHAP THI • • f TRUONG QUOC TE DOI VOI DOANH NGHIEP VIET NAM Chuyen nganh : Quan tri Kinh doanh Quoc te Ma so : 5.02.05 DAI HOC KTQD THONG TINT^Sn^^T^ LUAN VAN THAC SY QUAN TRI KINH DOANH Giao vien huo'ng dan: TS Ta Van Lol HA NOI - 2005 lOi cam On Toi xin tran cam On thay giao TS Ta Van LOi, ngUdi da tan tinh giup dd va chi bao giup toi hoan tot nhat ban Luan van Toi cung xin dupe cam On PGS.TS DO Ddc Binh, PGS TS NguyOn Thi Hudng va tat ca cac thay co giao tai Khoa Kinh te va Kinh doanh QuOc te, TrUdng Dai hoc Kinh te Quoc dan Ha Noi da co nhung loi khuyen va y kien dong gop rat quy gia, giup ban Luan van dUOc hoan thien hOn Toi cung xin dUOc gui ldi cam On den cac ban ldp cao hoc Quan tri Kinh doanh Quoc te KI 1, cac ban dong nghiep Cong ty Dau nhdn Caltex Viet Nam, va dac biet la nhung ngu’Oi than gia dinh da luon ting ho va giup dd toi qua trinh hoan Luan van MUC LUC MO DAU CHUONG I v CO SO LY LUAN VE THAM NHAP THI TRUONG QUOCTE 1.1 Khai niem va ban chat tham nhap thi truing quoc te 1.1.1 Khai niem 1.1.2 Ban chat 1.2 Noi dung tham nhap thi truing quoc te 1.2.1 Dong cothdm nhap thi trudng quoc te cua doanh nghiep 1.2.2 Nghien cuu va lua chon thi trudng thdm nhap 1.2.3 Thdi diem thdm nhap thi trudng quoc te 10 1.2.4 CacphUong thuc thdm nhap thi trUdng quoc te 11 1.2.4.1 Phuong thu’c tham nhap thi trudng qua xuat khdu 12 1.2.4.2 Phuong thuc tham nhap thi trudng qua hop dOng 16 1.2.4.3 Phu'cing thiic thdm nhap thi trudng qua ddu tu 23 1.2.4.4 Lien minh chien luoc 27 Cac yeu to anh hulng den viec l^lhlm nhap thi truing cua doanh nghiep 28 1.3.1 Cac yeu to ben 28 1.3.1.1 Quy mo cua doanh nghiep 28 1.3.1.2 Kinh nghiem quoc te 29 1.3.1.3 Ddc tinh cua san pham 29 1.3.2 Cac yeu to hen ngoai 30 1.3.2.1 Ydu to quoc gia 30 1.3.2.2 Cacyeu to quoc te 30 CHUONG 2: THUC TRANG THAM NHAP THI TRUING VIET Z Z Z Z NAM CUA TAP DOAN CALTEX .33 Gio'i thieu khai quat ve tap doan Caltex 33 2.1.1 Caltex tren the gidi 33 2.1.2 Tap doan Caltex tai kh u vuc Chdu A 37 2.1.2.1 Caltex tai Han Qudc 37 2.1.2.2 Cottex tai Sri Lanka 38 2.1.3 Tap doan Caltex tai Viet Nam 39 r 2.2 2.3 Mot so dac diem kinh te ky thuat co snh hidng den hoat dong thhm nhap thi trudng cua tap doan Caltex 40 Boi canh tham nhap thj truong Viet Nam 45 Boi canh quoc te 45 Boi canh nudc 45 Boi oanh nen kinh te Viet Nam noi chung 45 Boi canh t/ta tnldng ddu nhdn tai Vuet Nam 47 Qua trinh tham nhap thj truo'Hg Viet Nam cua tap doan Caltex52 Dong cdtham nhap thi truUng Viet Nam cua tap doan Caltex 52 Dong co chu ddng 52 DOng hd thu dOng 53 Nghien cuu va danh gut th} trtfonig 54 Thoi diem tham nhqp thi tri^^in^g Vtet Nam cua tap doan Caltex 62 Cacphuong thuc tham nhap thi trudng Vitt Nam cua tap doan Caltex 63 2.4.4.1 Giai doan tham nhap thi trudng qua xuht khau true tiep (1995 den 1997) 63 2.4.4.2 Gia d dann thrnn nhap tht trUngg qua hpp dogg snn xuat (197 den 1999) 66 2.4.4.3 Giai doan tham nhap thi tritdng qua ddu tU trUc tiep (1999 den nay) 69 2.4.5 Ket qua qua trinh thhm nhap thi rou^gg Viet Nam cua tap doan Caltex 71 2.4.5.1 Cd cau phan phoi hum 71 2.4.5.2 Ket ^qu duh doanh ta thh phdn cua Colfax tqi Viet 14am 73 2.5 Danh gia qua trinh tham nhap thj truong Viet Nam cua tap doan Caltex 74 2.5.1 Nhung mat cong 74 2.5.2 Nhung fan tai cua qua trinh thhm nhap thi truong Viet nam cua tap doan Caltex 77 2.5.3 Nguyen nhhm cua nhung fan tai 78 CHUANG 3: BAI HOC KINH NGHIEM VA CAC GIAI PHAP VE THAM NHAP THI TRUO’NG QUOC TE DOI VOI CAC DOANH 2.3.1 2.3.2 2.3.2.1 2.3.2.2 2.4 2.4.1 2.4.1.1 2.4.1.2 2.4.2 2.4.3 2.4.4 NGHIEP VIET NAIM 81 3.1 NhuTg co? hoi va 11hG^^li thnc doi vo‘i viec tham nhap thi truong quoc te cua cac doanh nghiep Viet Nam 81 3.1.1 3.1.2 3.2 3.2.1 3.2.2 3.2.3 3.2.4 Tinh hinh kinh te Viet Nam ndm 2004 81 Nhung co hoi vd thdch thuc doi voi viec tham nhap thi trudng quoc te ciia cdc doanh nghiep Viet Natn 83 Bai hoc kinh nghiem tu qua trinh tham nhap Viet Nam ciia tap doan Caltex 86 Nghien cuu vd lua chon thi trudng mang tinh chat dong 86 Tien tham nhap thi trudngph di phu hop 87 Sii dung hieu qua phudng thuc tham nhap thi trudng voi hdo ve bi quyet cong nghe vd quiin ly 88 Ket hop qua trinh tham nhap thi trudng voi chien ludc qudng bd thuong hieu 89 Cac giai phap nham thuc day tham nhap thi trudng quoc te ciia 3.3 cac doanh nghiep Viet Nam 90 3.3.1 Cdc gidi phdp doi voi doanh nghiep 91 3.3.1.1 Chu dong tham gia thu'Ong mai quoc te 91 3.3.1.2 Lua chon thi trudng vd san pham muc tieu 93 3.3.1.3 Lua chon vd sii dung linh hoat cdc phuOng thilc tham nhap thi trudng quoc te 97 3.3.1.4 Xdy dung thiidng hieu 101 3.3.2 Cdc gidiphdp doi voi cdc cdquan qudn ly Nhd nude 102 3.3.2.1 Ddy nhanh qua trinh hoi nhap kinh te Viet Nam vdi kinh te khu vUc vd the gidi 103 3.3.2.2 Xdy dung chien lu'cic phat trien chung cho cdc nghanh nghe de tri vd phat huy loi the canh tranh 104 3.3.2.3 Mot so gidi phdp khac 105 KfcT LUAN 107 TAI LIEU THAM KHAO 109 DANH MUC CAC BANG Bang 1: Dong cO tham nhap thi tinidng quoc te cua doanh nghiep Bang 2: Thi phan cua Caltex trun the gidi nam 2004 36 Bang 3: Thi phan cua Caltex khu vUc Chau A nam 2004 37 Bang 4: Thi phan dau nhdn cua Caltex tai Han Qtuoc: 38 Bang 5: Phan loai dau goc theo API 42 Bang 6: Mot so chi tieu kinh te cO ban cua Viet Nam nhung nam 1990s 46 Bang 7: Quy mo va phuOng thuc tham nhap thi trudng Viet Nam cua cac hang dau nhdn quoc te 51 Bang 8: Tong so von dau tu de tinh cua Caltex cho thdi ky 1995 den 2000 (Trieu USD) 59 Bang 9: Ke hoach tham nhap thi trudng dau nhdn Viet Nam cua Caltex 60 Bang 10: Ket qua kinh doanh thdi ky tham nhap thi triidng qua xuat khau truc tiep 65 Bang 11: Ket qua kirtfi ddonh t hhi kk thhm nnap qua hhp donn naa xuat 68 Bang 12: KK qqU 101111 ddauli t kihi ky t tihm nnhp qqa ddu tu' true t iep 70 Bang 13: Ke qqU kmli doaul! tua Caltex tai Viet Nam 73 Bang 14: Mot so chi tieu dmn tt nc dba ncu Vidt Neim nnm d200 81 Bang 15: Cac thi trudng xuat khau chu yeu cua Viet Nam nam 2004 (%) 82 Bang 16: Ky vpng va phan ung cua cac doanh nghiep Viet Nam vdi qua trinh toan cau hoa 92 DANH MUC CAC HINH Hinh 1: So to chu'c ciia tap doan Caltex 34 Hinh 2: So to chtic ciia Cong ty Dau nhdn Caltex Viet Nam 40 Hinh 3: Du doan ciia Caltex ve nhu can nhien lieu tai Viet Nam (trieu lit)56 Hinh 4: Du doan ciia Caltex ve nhu can su dung dau md boi trOn tai Viet Nam (trieu lit) 56 Hinh 5: Thi phan ciia cac hang dau nhdn tai Viet Nam 74 Hinh 6: Co cau mat hang xuat khau chu yeu ciia Viet Nam nam 2004 (%) 82 DANH MUC CAC TlfYlfeT TAT AFTA Khu vile thu’dng mai tu’ ASEAN API Vien Dau mo Hoa Ky APP Cong ty Phu gia va San pham Dau mo ASEAN Hiep hoi cac quoc gia Dong Nam A BP Cong ty Ddu Anh Quoc CRVO Van phong Dai dien cua Caltex tai Viet Nam DIN Tieu chuan quoc gia cua Cong hoa Lien Bang Due EU Lien minh Chau Au GATT Hiep dinh chung vd thue quan GDP Tong san pham quoc noi ISO To chiic Tieu chuan Quoc te JASO To chiic Tieu chuan to Nhat Ban LOBP Nha may pha che ddu boi trdn LPG Khi hoa long NAFTA Khu viic Thitdng mai Tit Bac My NGLI Vien Quoc gia ve Md boi trdn My PEST Chinh tri, Kinh te, Xa hoi, va Cong nghe PLC Cong ty Ddu nhdn Petrolimex POS Diem ban hang SAE Hiep hoi Ky su’ to SLEPT Xa hoi, Phap luat, Kinh te, Chinh tri va Cong nghe STEP Xa hoi, Cong nghe, Kinh te va Chinh tri VASEP Hiep hoi nuoi trdng thiiy san Viet Nam VCCI Phong Thitdng mai va Cong nghiep Viet Nam V.G Do nhdt VINATEX Tong Cong ty Det may Viet Nam VSS Nhom nghien ciiu chien lu’pc ve Viet Nam cua Caltex WTO To chdc Thu’dng mai The gidi f r MdDAU Tinh cap thiet cua de tai Kinh te the gidi phat trien theo xu huong toan cau hoa, khong mot quoc gia nao co the tach khoi phan lai cua the gidi Hoat dong kinh doanh quoc te dang dien rat soi dong, phong phu va da dang Thu'Ong mai quoc te cang dong mot vai tro quan doi vdi qua trinh san xuat, tang trudng va phat trien kinh te noi chung cua moi quoc gia va doanh nghiep Hoa cung vdi xu the chung cua the gidi, nhung nam gan day nen kinh te Viet Nam da diioc mo cua va tiing bride hoi nhap vdi nen kinh te khu vu'e va the gidi Qua trinh khong chi da giup thu hut rat nhieu cac td? chlic, cong ty va tap doan quoc te den kinh doanh va dau tu tai Viet Nam ma dat cac doanh nghiep Viet Nam triidc nhung nhung cO hoi va thach thuc cue ky to ldn I Vdi viec mo ciia thi trudng Viet Nam, cac doanh nghiep Viet Nam se phai chiu su canh tranh quyet liet vdi nhung cong ty, tap doan quoc te nhieu tiem life va kinh nghiem tren chinh thi triidng noi dia Viet Nam Tuy nhien, cac doanh nghiep Viet Nam cung cd dieu kien diioc tiep xue vdi nguon von, ky nang va cong nghe cua the gioi cung nhu co dieu kien de tham nhap vao cac thi trudng quoc te Thuc te day la mot van de bat buoc cac doanh nghiep Viet Nam phai quoc te hoa cac hoat dong kinh doanh cua minh de ton tai va phat trien, van de tham nhap thi tniong quoc te noi len nhu’ mot tin tien hang dau de cd the mo rong thi trudng, tang doanh so ban hang, thu lai nhieu loi nhuan va nang cao kinh nghiem kinh doanh quoc te Qua trinh tham nhap thi triidng quoc te la mot qua trinh tuong doi mdi me va khd khan doi vdi da so cac doanh nghiep Viet Nam Khong it cac doanh nghiep Viet Nam da phai tra nhung bai hoc dat gia tham nhap thi triidng quoc te De thuc hien tot qua trinh nay, kien thuc va kinh nghiem ve kinh doanh quoc te la dieu het sue quan trong, vdi nhieu bai hoc cd the nit diioc tu qua trinh quoc te hoa cua cac doanh nghiep ldn tren the gidi Nhung kinh nghiem cung cd the diioc nit tu qua trinh tham nhap thi trudng Viet Nam cua cac tap doan tren Trong so do, tap doan dau nhdn Caltex, la mot nhung tap doan dau tien cua My quay lai thi triidng Viet Nam tii lenh cam van diioc bai bo va da cd I Nhu vay voi cac san pham dua tren viec khai thac tai nguyen thien nhien hoac su dung nhieu lao dong, cac doanh nghiep can phai ludn ludn canh giac va nhanh nhay vdi sii thay doi loi the so sanh De chuan bi cho van de nay, cac doanh nghiep can diia vao nhiing loi the canh tranh xuat phat tu su khac biet hoa cua san pham, trinh ky thuat, cong nghe hay quan ly, dan dan nang cao gia tri gia tang cho san pham cung nhu cac dich vu di kern Mat khac, ngoai cac nguyen lieu tho nhu dau tho, than, ca phe , tham nhap thi trudng vdi cac mat hang tieu dung hay cong nghiep, canh tranh chi bang gia ca khong phai da mang lai cong, dac biet la d cac niidc phat trien Ngoai ra, chi lam gia cong sO che cac san pham, cac doanh nghiep Viet Nam da danh mat di mot phan ldn tiem nang loi nhuan dd De canh tranh diioc mdi truong quoc te, cac san pham cua Viet Nam can cd chat liiong tot hon, bao bi mau ma dep hon va ludn diipc thay doi cho phu hop vdi thi hieu ngudi su dung, gia vu'a phai Nhii vay muon nang cao nang liic canh tranh tren thi triidng quoc te, cac doanh nghiep Viet Nam nhiing nganh can dau tii, trao doi, mua ban trang bi them may moc cong nghe mdi, dao tao va nang cao trinh ngudi lao dong, cai thien nang suat lam viec, ap dung nhung ky nang quan ly mdi Viec chuyen giao cong nghe qua cac du an lien doanh vdi niidc ngoai cung la mot hudng di, nhiing khong phai la mot chien luoc lau dai vi cac doanh nghiep niidc ngoai cung khong muon mat di cong nghe cot ldi cua minh De tien tdi chii dong cong nghe, cac doanh nghiep can phai nam vu'ng va lam chii cong nghe nhap, nang cao nang luc cong nghe noi sinh, ti'ing biidc sang tao cong nghe ciia chinh minh Cac doanh nghiep cung phai dau tii vao ngudi, nang cao trinh quan ly, ky nang chuyen mon hoa, tang nang suat lao dong cung la nhiing yeu to quan nang cao nang liic canh tranh 96 Vdi viec hoi nhap hoan toan vao nen kinh te the gidi, cac doanh nghiep Viet Nam se cd dien kien tiep can vdi ngudn nguyen lieu chat liidng va re tien hon De khai thac het tiem nang cua san pham, cac doanh nghiep Viet Nam can xay dung nghanh cdng nghiep khai thac nguyen vat lieu, thiet ke va che bien san pham mdi de tang them gia tri gia tang ddng thdi cung tang them nang luc canh tranh cho san pham Hien cd cau nghanh hang va nang luc canh tranh ciia cac doanh nghiep Viet Nam da diioc cai thien phan nao (vi du nhii nghanh thiiy san, cac doanh nghiep Viet Nam da cd the che bien nhieu san pham, viiot qua cac tieu chuan khat khe ve mdi trudng ciia My va EU), nhien de viiot qua nhiing thach thuc qua trinh hoi nhap thi can phai cd nhiing btidc tien manh me hdn nu’a Cac doanh nghiep Viet Nam cung cd mot loi the ldn la thi tru’dng noi dia vdi hon 80 trieu dan cd sue tieu thu ldn Day chinh la thi trudng ly tilling de doanh nghiep thu’ nghiem dupc san pham ciia minh, tri cdng suat on dinh va tao san liidng ldn de dat diidc tinh kinh te thed quy md Hien mdt loat cac doanh nghiep da khang dinh diioc vi tri cua minh d ca thi trudng va ngoai niidc nhii cac cdng ty may Viet Tien, cac doanh nghiep che bien thiiy san nhii Nha may ca hop Ha Long, Cdng ty che bien thiiy san An Giang Vdi nhiing loi the ve ngudn tai nguyen khoang san, cac doanh nghiep ldn cd the ket hop ciing nha niidc xay dung va phat trien cdng nghiep khai thac va che bien, tao nhung nghanh hang mdi cd kha nang canh tranh tren thi triidng Cac doanh nghiep Viet Nam, quy md san xuat va quan ly nho, mu’c dd linh hoat cao nen can thoa man theo yeu cau ciia tiing thi trudng hdn la tieu chuan hoa cac san pham Sii linh hoat san pham ciing la mot loi the canh tranh ciia doanh nghiep Viet Nam, dac biet la so sanh vdi cac tap doan da qudc gia theo chien liioc toan can (Vi du nhiing tap doan ldn nhii Caltex rat chain chap ddi vdi nhiing sii’c ep tii dia phudng ve su thich nghi ciia san pham) Loi the khdng chi giup cac doanh nghiep canh tranh tren thi trudng qudc te ma ca tai thi triidng Viet Nam 3.3.1.3 Lua chon rd sii (lung linh hoat cac phuong thiic thdm nhap thi triidng qudc te Quyet dinh phuong thuc tham nhap thi trudng la van de cot yeu ciia qua trinh tham nhap thi trudng va cd anh hiiong tdi suot qua trinh hoat 97 ddng cua doanh nghiep d nudc ngoai Mot phuong thuc tham nhap khdng phu hop, dac diet la cac phuong thuc yeu cau dau tu cao, rat kho duoc thay ddi nhu'ng chi phi va nguon luc da diioc trien khai o thi truong Kinh nghiem cua Caltex cho thay chu'a cd dieu kien lap lien doanh hoac chi nhanh thi vai tro ciia van phong dai dien la het sue quan 'khong qua van phong dai dien, doanh nghiep se tri sii tiep xue thiidng xuyen lien tuc vdi thi triidng, nam bat diioc nhu cau, thi hieu cua thi trudng va san sang co nhiing phan ling thich hpp thi trudng thay ddi Trong cac phu'Ong thiic tham nhap thi trudng da diioc sii dung, Caltex deu luon cd gang tri diioc sii kiem soat ve he thong phan phoi san pham va cac chiiong trinh marketing ve san pham Day la dieu het sue quan nhiing cung rat kho khan ddi vdi cac doanh nghiep Viet Nam Cac doanh nghiep Viet Nam hien chu yeu la d nhiing giai doan dau ciia viec tham nhap thi triidng qudc te, nghia la chu yeu tham nhap thi triiong qua phudng thiic xuat khau, khdng it doanh nghiep tham nhap qua phuong thiic xuat khau gian tiep Vdi nguon luc hien cd ciia cac doanh nghiep Viet Nam, xuat khau la phudng thiic phu hop nhat, giup cac doanh nghiep viia khai thac dupe loi the ciia nguon nguyen vat lieu ciing nhii lao dong nhan cong gia re, viia su dung nguon von mot each hieu qua vdi muc dau tii cung nhii rui ro thap nghiep Viet Nam se gap phai mot loat nhiing kho khan sau day: - Cac san pham phai chiu nhung han che ve thudng mai Khi Viet Nam trd thanh vien ciia WTO, cac rao can thiidng mai se giam di, nhiing khdng phai la dupe loai bo hoan toan - khong thudng cac doanh nghiep Viet Nam it tiep can true tiep du'pc thi truong hoac he thong ban le ma phai thong qua cac trung gian Su’ cd mat o nhieu tang trung gian khien cho gia tang cao, ldi nhuan bi chia se - Cac ddanh nghiep Viet Nam khdng thu dupe nhiing kien thiic va kinh nghiem thi trudng mot each day dii va thich hpp cho sti phat trien lau dai Do khdng cd sii tiep xiic thuong xuyen va true tiep, cac doanh nghiep Viet Nam kho cd the nam bat va theo kip su thay ddi ve thi hieu va nhu can ciia ngiidi sii dung - Cac doanh nghiep Viet Nam khdng kiem soat dupe gia ca cung nhu’ cac 98 phan marketing khac cua san pham, dd kho khan viec md rong thi trudng va xay dung thuong hieu Cac doanh nghiep Viet Nam cung phai phu thuoc hoan toan vao he thong phan phoi cua cac trung gian - Van de khac biet ve ngon ngii', van hoa kinh doanh co the dan den nhiing van de ve thdng tin va giao tiep Nhu vay ta thay cac doanh nghiep Viet Nam dang xuat khau chu yeu dua vao he thdng dai ly, nha phan phoi cd san o thi trudng nudc ngoai chu khong phan phoi duoc true tiep den tay ngudi tieu diing Dieu cd the chap nhan diidc vdi cac mat hang la nguyen lieu tho nhii gao, ca phe, dau tho nhiing vdi cac mat hang tieu dung va cong nghiep khac thi viec phu thuoc ngan can doanh nghiep phat trien va md rong thi triidng hdn nu'a Tham chi, mot sd trudng hop, yeu can cua nha phan phoi, cac san pham cua cac doanh nghiep Viet Nam cung khong co nhan hieu, thitdng hieu rieng cho minh Ngoai ra, phudng thiic cung khong cd sii o?n dinh can thiet Da sd trung gian thudng mai boat dong tren nguyen tac loi nhuan va ho thudng lam dai ly cho nhieu nha cung cap khac Do dd neu khong du'Oc cung cap nhiing dieu kien tot nhat, chia se loi nhuan nhieu nhat thi cac trung gian thuong mai san sang thay doi nha cung cap De cai thien diipc van de nay, gitip tham nhap cong hon cac thi trudng niidc ngoai, cac doanh nghiep Viet Nam nen nang cao dan muc cam ket ciia minh vdi thi triidng Dieu cd the don gian nhu cac doanh nghiep Viet Nam lap cac van phong dai dien hoac chi nhanh thuong mai o niidc ngoai Cac chi nhanh se ddng vai trd la van phong ban hang ciia doanh nghiep tai thi trudng dd Dieu dac biet quan ddi vdi cac mat hang cong nghiep, can cd sii tiep xiic true tiep ciia ngudi ban va ngudi mua cung nhii cac dich vu ky thuat sau ban hang nhii bao hanh Neu mot doanh nghiep md van phong dai dien hoac chi nhanh thiiOng mai niidc ngoai, no the hien su cam ket lau dai voi thi truong va cung cap diioc cac dich vu cho khach hang tot hOn Liic liiong o tai dia phitOng se cd kien thiic ve thi triidng tot hOn va cd the phan ling nhanh chong vdi phan ling ciia dia phuong Cac van phong hay chi nhanh cung cd the xue tien cac hoat dong marketing diipc lap boi cong ty me Tham chi cac van phong cung chiu trach nhiem ve he thdng phan phoi phu hpp 99 nhat Cac chi nhanh co the hoat dong theo hinh thiic mua san pham tu cong ty me va ban vdi gia cao hon de thu lpi nhuan Tuy cac chi nhanh co quyen tu quyet ve gia ca nhung ndi chung se luan theo hu'dng dan cua cdng ty me theo vi tri ciia san pham va thu'Ong hieu tren thi truong Cac doanh nghiep Viet Nam nen chu y ket hop vdi cac doanh nhan goc Viet dang kinh doanh tai thi trudng muc tieu Vdi su ddng cam ve ngon ngu, van hoa ciing nhii kinh nghiem va kien thiic ve thi trudng, cac doanh nhan chac chan se ddng gop tot hon cho qua trinh tham nhap thi truong ciia doanh nghiep De chia se rui ro ciia viec lap chi nhanh o nudc ngoai, cac doanh nghiep Viet Nam cd the lien ket lai vdi hoac lien doanh vdi mot ddi tac o thi truong sd tai Tuy nhien viec lap va tri hoat dong ciia cac chi nhanh tai niidc ngoai la mot viec lam rat ton kern va mat nhieu thdi gian, dac biet neu doanh nghiep muon xay dung mot he thong phan phdi rieng, true tiep tdi khach hang Do dd neu cac doanh nghiep Viet Nam lien ket duoc vdi de lap chi nhanh d niidc ngoai thi cd lpi the la giam bdt dupc chi phi, cung nang cao dupc kha nang canh tranh, chia se diioc rui ro, kinh nghiem cung nhii cac lpi ich cd diioc ciia mot he thong phan phoi doc lap cho doanh nghiep nhanh chong dat dupe muc dich ciia minh hdn Vdi tii each la doanh nghiep lien doanh, cac doanh nghiep cd the tang cu’dng mi'ic kiem soat vOi san pham va cac chiiOng trinh marketing Doanh nghiep ciing thu dupc nhiing kien thiic thi trudng thiet thiic va chinh xac hon Cung cd mot so doanh nghiep Viet Nam cd nhiing loi the canh tranh rieng ciia minh da tien hanh cac phu’Ong thiic tham nhap khac nhii dai ly kinh tieu (Trung Nguyen), dau tii true tiep (triidng hop cac dii an mi an lien d mot so niidc Ddng Au, dii an rung o Lao, Cambodia, lien doanh ciia FPT tai An Do ), nhien so ltipng han che Mot phan vi trinh khoa hoc ky thuat ciia Viet Nam ndi chung rat lac hau so vdi the gidi, mot phan vi cac doanh nghiep Viet Nam chiia cd kinh nghiem nhiing 100 linh vuc nen cd the noi cac phuong thdc chi diing taj o muc tham va thii nghiem Tuy nhien, sti dung cac phudng thuc nhii dai ly kinh tieu hay hop dong san xuat, cac doanh nghiep Viet Nam can het sue than trong viec danh mat bi quyet cong nghe hay ky nang dac biet ciia minh Ly thuyet tham nhap thi tru'dng quoc te cung nhu kinh nghiem cua Caltex cho thay viec su dung cac phuong thiic tham nhap qua hpp dong hoac lien doanh la rat rui ro ve cong nghe va phap ly De tii bao ve minh, cac doanh nghiep Viet Nam nen nghien ciiii ky dieu kien phap ly quoc gia sd tai, tim kiem su tii van va bao ve ciia cac to chiic luat niidc va quoc te, luon hoat dong khuon kho phap luat 3.3.1.4 Xay dung thuong hieu Mot diem yeu ndi bat va gianh diipc nhieu sii quan tarn thdi gian gan day ciia cac doanh nghiep Viet Nam la thudng hieu San pham khdng chi diipc phan biet bang thudng hieu ma chinh la mot phan ciia thu'dng hieu Ngiidi tieu dung co hai nhu cau, mot la nhu cau chiic nang va hai la nhu cau tarn ly San pham chi dap ting diipc nhu cau chiic nang, nhu'ng thudng hieu cd the dap ling diipc ca hai nhu cau tren Sim pham la nhiing gi san xuat nha may, thudng hieu la nhung gi khach hang mua San pham co the bi bat chiidc bdi cac doi thii canh tranh nhiing thudng hieu la tai san rieng ciia doanh nghiep San pham cd the bi lac hau, nhu'ng thiidng hieu, neu edng se khdng bao gid bi lac hau Cluing ta da diipc cluing kien rat nhieu cac thudng hieu qudc te manh nhii quan ad CK, kinh Police, nuoc hoa Chanel, xa phong OMO chinh nhung thiidng hieu ddng vai trd quyet dinh viec cong ciia nhung doanh nghiep quoc te, dac biet la o nhii'ng nghanh cong nghiep ma khong cd san pham thay the la san co va khong cd sii khac biet nhieu ve chat lu'png Cac doanh nghiep Viet Nam da sd tham gia vao cac linh vu’e san xuat hang tieu diing, cac mat hang nguyen lieu tho, ndi cd sii canh tranh rat gat gao, rat can phai cd nhiing thuong hieu manh de cd diipc xu hudng tieu dung va tiep tuc tieu dung cua khach hang, tao mot thi trudng phat trien ben vting, on dinh Sau mot thdi gian dai khong diioc danh gia dung mu'e, cac doanh nghiep Viet Nam da bu'dc dau xay diing diioc mot so thiidng hieu nhii ca phe Trung Nguyen, sii'a Vinamilk, quan ao Viet l ien , nhien sd liiong van het su'c han che va chiia diioc khai thac va phat huy het 101 De xay diing cong thudng hieu, cac doanh nghiep Viet Nam nen chii y mot so van de sau day: - Lua chon ddi tuong khach hang cu the : de cd duoc chien liioc xay dung thuOng hieu cong, doanh nghiep can biet thiiong hieu se phuc vu cho doi tiiong nao - Xay diing sii nhan thiic ve thudng hieu: de khach hang chap nhan mot thudng hieu, dieu dau tien la khach hang phai nhan thiic diidc sii cd mat cua thudng hieu tren thi triidng Cac doanh nghiep phai tim moi bien phap thich hop de gidi thieu thiiong hieu cho khach hang, dac biet la khach hang muc tieu ciia minh Dieu cd the diioc lam thdng qua quang cao, tai trd cac hoat ddng the than, xa hoi, tham gia vao cac trien lam, hoi cho, phat to rOi - Gan lien chat liiong va sii on dinh vdi thiiong hieu Thitdng hieu cd the diioc xay diing rat lau nhiing lai de dang bi hiiy hoai giay lat, dac biet la cac van de lien quan den chat lu'Ong - Thudng hieu phai diioc xay diing thich nghi vdi van hoa ban dia Vi du nhii ca phe Trung Nguyen rat noi tieng Viet Nam nhiing neu giu nguyen thiiong hieu dd se gay cho khach hang nhiing kho khan phat am, do nen diioc thay doi cho phu hop - Cd nhieu hinh thiic de xay dung thu'Ong hieu nhii tii xay dung mot thu'Ong hieu mdi, lien ket vdi mot thu'Ong hieu ndi tieng, mua lai mot thuong hieu ndi tieng (nhii truong hop thuoc danh rang P/S), thue lai thuong hieu, lien ket de xay diing chung mot thiiong hieu Cac doanh nghiep Viet Nam tham nhap thi trudng nude ngoai cd the lua chon mot hoac nhieu hinh thiic tren cho phu hpp de cd the xay diing diipc thiiong hieu thdi gian ngan nhat - Chii y cac bien phap bao ve thu'Ong hieu nhii dang ky bao ho, chong lam hang nhai, hang gia Day la mot viec lam het sue quan nhiing lai chu’a diipc cac doanh nghiep quan tam diing muc Vdi nhung bai hoc nhu' thuoc la Vinataba, nudc mam Phii Quoc, cac doanh nghiep Viet Nam can quan tam hon nii'a den viec bao ve tinh phap ly cho thiiong hieu ciia minh 3.3.2 Cdc gidi phdp (tdi vdi cdc co quan quan ly Nhd niidc Nhii chung ta da biet, anh huong ciia cac yeu to quoc gia ciia doanh nghiep den qua trinh tham nhap thi trudng la rat ldn, vi du nhii viec chinh 102 phu My cam van kinh te doi vdi Viet Nam da ngan can cac doanh nghiep My nhii Caltex tham nhap thi trudng Viet Nam sdm lion Dieu khien cho Caltex gap rat nhieu khd khan phai canh tranh vdi cac ddi thu da xac lap duoc chd diing tren thi trudng Viet Nam Mot so yen to qudc gia nhu la quan he qudc te, mdi trudng kinh doanh, mdi truong phap ly co the diioc cai thien de thuc day qua trinh tham nhap thi trudng qudc te ciia doanh nghiep nho vao cac co quan quan ly Nha niidc Trong dieu kien Viet Nam, tac gia xin de xuat mot sd giai phap ddi vdi cac co quan quan ly Nha niidc nham thiic day doanh nghiep Viet Nam tham nhap thi trudng qudc te nhii sau: 3.3.2.1 Day nhanh qua trinh hoi nhap kinh te Viet Nam vdi kinh te khu vuc va the gidi Nhii chung ta da biet, hoi nhap kinh te va toan cau hoa dang la xu the chung cua the gioi va mang lai cho doanh nghiep nhiing dieu kien rat tot de tham nhap thi trudng qudc te nhu md ciia thi trudng, bai bo hang rao thue quan, han nghach De thuc day qua trinh tham nhap thi tniong qudc te cua cac doanh nghiep Viet Nam, cac cO quan quan ly Nha nudc phai y thiic diioc ve tarn quan va tinh cap thiet ciia viec tham gia thi trudng qudc te Hoi nhap vao nen kinh te the gidi la xu the tat yeu sii phat trien ciia Viet Nam Cac doanh nghiep Viet Nam khdng the khdng tham gia va chiu anh huong ciia qua trinh Viet Nam se tham gia day du vao AFTA va co co hoi gia nhap to chiic thuong mai the gidi WTO vao nam 2006 Day la nhiing cO hoi het sue to ldn cho cac doanh nghiep Viet Nam tham nhap thi trudng qudc te Nha niidc can tiep tuc md rdng quan he kinh te ddi ngoai, tham gia nhieu hiep dinh thiidng mai song phuong va da phuong de cac doanh nghiep Viet Nam gap nhieu thuan loi hon d thi tru’dng niidc ngoai Vi du nhii ke tii ky hiep dinh thuong mai song phuong vdi My, xuat khau ciia Viet Nam vao thi trudng da tang len mot each nhanh chong De day nhanh diioc qua trinh hoi nhap, Nha niidc can tiep tuc tri sii on dinh chinh tri niidc, quyet tarn va nhanh chong thiic hien cac cam ket cua minh nhii la tang cudng tien trinh cai each va md ciia thi trudng, cai thien va on dinh mdi triidng phap ly, thu hut va tao dieu kien cho cac nha dau tii niidc ngoai nhii la nhiing dam bao de nen kinh te phat trien ben vii'ng 103 Cac co quan Nha nudc cung phai ddng vai trd nhii nhii'ng co quan tu' van, ho tro doanh nghiep hoat dong o nude ngoai Ngoai viec cung cap cac thong tin ve thi trudng, mang thi tru'dng, cac cO quan thu'dng mai cua Viet Nam tai niidc ngoai cung phai cd vai trd nhii ngiidi dai dien ciia cac doanh nghiep Viet Nam Cac cO quan cd the phoi hop vdi cac doanh nghiep Viet Nam viec tim kiem cac co hoi lam an va quang ba san pham Viet Nam niioc ngoai qua cac cuoc trien lam, hoi cho Ngoai cac yeu to chinh tri, quan he ciia cac cO quan Nha niidc cung nen diipc tan dung nghiep Viet Nam 3.3.2.2 Xay dung cliien luoc phat trien chung cho cac nghanh nghe de tri va ph (it huy loi the canh tranh De xay diing diioc chien luoc phat trien thich hop cho cac doanh nghiep Viet Nam qua trinh tham nhap thi tru'dng quoc te, cac co quan Nha niidc can phai cd nhii'ng nghien cuu khoa hoc danh gia lai toan bo thuc trang qua trinh tham nhap thi tru'dng qudc te ciia cac nghanh nghe khac Dua tren nhiing nghien cuu khoa hoc nay, can phai xay dung mot chien luoc phat trien chung cho cac doanh nghiep Viet Nam tham gia thi trudng qudc te Chien hide phai diioc dua vao nhiing bai hoc kinh nghiem va danh gia thi trudng de tim each phat huy nhiing lpi the so sanh ciia Viet Nam cung nhii du bao tru'dc sii dich chuyen ciia loi the Hien Viet Nam vdi lpi the so sanh ve gia nhan cong nhiing nghanh ddi hdi nhieu lao dong nhii det may, nong nghiep dang cd lpi the canh tranh o cac mat hang nguyen lieu tho va gia cong may mac Tuy nhien lpi the se khong du’pc tri lau dai, doi song kinh te phat trien, mile litdng cho cong nhan se tang len Mat khac, cac mat hang it gia tri gia tang nen thuc te gia tri xuat khau thap hon tiem nang Do dd Nha nudc can xay dung nhung lpi the so sanh mdi dua vao trinh dp khoa hoc ky thuat, trinh quan ly, tay nghe lao dong va nang suat lao dong cao de doanh nghiep cd the cd loi the canh tranh d cac san pham cd gia tri gia tang cao hOn, mang tinh lau dai hon Vdi mot so nghanh cong nghiep thiet yeu nhii la khai thac va loc dau, khai thac khoang san, nang lupng, nha niidc van giii quyen chu dao nhiing can dan dan xoa bo doc quyen, md ciia cho sii dau tii cua khoi doanh nghiep tii nhan nham tan dung nguon luc, nhanh chong khai thac loi the, xay dung nhii'ng nghanh cong nghiep mui nhon mdi nhu’ cac nghanh hda dau, hda chat va san pham phu ciia dau md, thep, xi mang, dien 104 luc T.3.2.5 Mot so gidi phdp khac Hien mot so mat hang xuat khau cua Viet Nam diioc Nha nu'dc cho huong nhiing uu dai nhat dinh nham thiic day xuat khau, nhiing tu'dng lai khong xa, Viet Nam gia nhap WTO, cac tiu dai se bi bai bo Do do, ve lau dai, de khuyen khich xuat khau hay cac hinh thiic tham nhap thi truong khac, Nha niidc can hoan thien he thdng luat phap tao dieu kien cho cac doanh nghiep phat trien va quoc te hoa hon la cac bien phap trd gia hay bad ho Vi du nhii can sdm hoan thien cac quy dinh ve hai quan cung nhu sdm co luat khuyen khich cac doanh nghiep Viet Nam dau tii nudc ngoai Hien quy dinh ciia nha nude ve van de la nghi dinh 22 ciia chinh phti tii nam 1999, vdi nhiing quy dinh rat chat che (phai xin y kien Thii tu'dng chinh phu neu quy md du' an ldn hdn mot trieu dd la My) va khong phu hop vdi dieu kien mdi Viec sdm xay dung nhiing khung phap ly cd tinh chat giai phong cho doanh nghiep cd the thiic day cac doanh nghiep tham nhap thi trudng quoc te qua duong dau tu hay mot sd phudng thiic kluic Viec md cua thi trudng noi dia giup cho doanh nghiep tiep can vdi ngudn cung rong ldn hon nhiing ddng thdi cung chiu sii canh tranh quyet liet d chinh thi triidng noi dia Day cd the se la cuoc canh tranh khong can su'e giua cac tap doan da quoc gia cd tiem liic tai chinh va cong nghe hien dai vdi cac doanh nghiep Viet Nam De bao ve cac doanh nghiep Viet Nam cung nhii tranh trd mot bai rac edng nghe, Nha nude can xay dung nhung rao can ve ky thuat cho cac san pham nhap khau Nha niidc cung can tiep tuc chiiong trinh cai tao lai cac doanh nghiep nha niidc, thiic day sii phat trien cua khoi doanh nghiep tii nhan Cac doanh nghiep cung mot nghanh nen diidc tap hop lai du'di hinh thiic Tong Cong ly (nhii Vinatex) hay hiep hoi (VASEP - Hiep hoi nudi thiiy san Viet Nam) de nang cao kha nang canh tranh cung nhii tap trung diidc nguon liic, chia se kinh nghiem thong tin cho viec tham nhap thi trudng nudc ngoai Cac doanh nghiep dan dan phai duoc doi xu binh dang, khong phan biet tii phan kinh te nao, dac biet linh viic xuat khau va dau tu niidc ngoai Nha niidc cung nen tiep tuc khuyen khich dau tii, dac biet la hinh thiic lien doanh cho cac doanh nghiep xuat khau Qua hinh thiic nay, cac doanh 105 nghiep Viet Nam tiep can dan vdi cdng nghe hien dai, each thuc quan ly khoa hoc va he thong phan phdi nudc ngoai Ngoai ra, cdng nghe ky thuat hien dai ciing la mot dieu kien de cac doanh nghiep Viet Nam nang cao kha nang canh tranh tren thi trudng Tuy nhien day khdng phai la chien lupc lau dai vi cac doanh nghiep nudc ngoai cung khdng muon chuyen giao cac cdng nghe cot ldi ciia minh, dd nha nuoc phai tap trung dau tii cho cdng tac nghien ciiu, ting dung va phat trien cdng nghe mdi san xuat va quan ly, giup cac doanh nghiep nang cao nang suat va kha nang canh tranh 106 KET LUAN Trong xu the toan cau hoa hien cung nhii qua trinh hoi nhap vao nen kinh te khu vuc va the gidi, pham vi hoat dong cua doanh nghiep Viet Nam khdng bo hep bien gidi dat nude Trong nam 2004, ngoai viec xuat khau gan 26 ti la My thi trudng cac niidc, cac doanh nghiep Viet Nam da cung da dau tu niidc ngoai 138 dii an vdi to’ng sd von dau tii la 315,5 trieu dd la My Day la nhiing cdng biidc dau cua doanh nghiep Viet Nam tren diidng tham nhap thi trudng qudc te Tuy nhien, nhiing sd het sue khiem ton so vdi tiem nang ciia dat niidc va cac doanh nghiep Mdt thiic te hien la da sd cac doanh nghiep Viet Nam chiia chu ddng tim kiem cd hoi tham nhap thi trudng qudc te, chu yeu su dung phudng thiic tham nhap la qua xuat khau, tham chi la xuat khau gian tiep vdi cac mat hang la nguyen lieu tho, nong tho san hoac la dude thue gia cdng vdi gia tri xuat khau thap Do vay, de tai "Qua trinh thdm nhap thi trudng Viet Nam cua tap doan Caltex va bai hoc ve thdm nhap thi triidng qudc te ddi vdi cac doanh nghiep Viet Nam" diioc nghien ciiu vdi mong muon tim hieu kinh nghiem tham nhap thi trudng qudc te ciia mot tap doan ldn va goi md mot sd giai phap nham giiip cac doanh nghiep Viet Nam tham nhap thi triidng qudc te hieu qua va cdng hdn Tren cd sd ket hdp giua cd sd ly luan ve tham nhap thi truong qudc te va nhung bai hoc kinh nghiem rut tii thiic tien tham nhap thi trudng Viet Nam ciia tap doan Caltex, luan van da chi tarn quan ciia viec chu dong tham nhap thi trudng qudc te, viec lua chon thi triidng va san pham muc tieu nham bien lpi the so sanh cua dat niidc loi the canh tranh lau dai ciia doanh nghiep Luan van cung neu rd van de can dua hang hoa va dich vu den tan tay ngudi tieu diing o thi triidng nudc ngoai thong qua viec sii dung cac phuong thiic tham nhap ddi hdi muc cam ket va dau tu' vdi thi truong cao hon, cung nhii van de can xay diing cac thu’Ong hieu manh, rieng biet cho cac san pham ciia doanh nghiep Viet Nam Ngoai ra, luan van cung de mot so giai phap cho cac cd quan quan ly Nha nude viec day manh xue tien thu'Ong mai qudc te, xay diing chien liipc phat trien nganh, nghe va cai thien mdi trudng kinh te, phap ly de tao dieu kien thuan lpi hdn cho cac doanh nghiep Viet Nam tham nhap thi trudng quoc r t 107 r r r r te Tuy nhien, kien thiic va nhan thiic ciia tac gia nhidu han chd, su thay doi nhanh chong ciia moi trudng kinh te quoc te cung nhu su bung nd ciia internet chiia diioc tinh loan den, thdi gian co han, luan van van de lai nhieu van de can tiep tuc diipc giai quyet Dd la viec cu the hoa cac giai phap ddi vdi doanh nghiep Viet Nam cling nhu doi vdi cac cd quan quan ly Nha Nudc cho phu hop vdi dieu kien cu the ciia tiing nganh, tiing nghe, tiing san pham, tiing thi trudng Thuong mai dien tii can diioc cac doanh nghiep Viet Nam tan dung de thu hep khoang each vdi cac ddi thii canh tranh Tac gia mong muon se tiep tuc cd nhiing nghien ciiu sau hon ve van de nham mang lai nhiing dinh hiidng, chien liipc cu the hdn ve tham nhap thi trudng quoc te ddi vdi cac doanh nghiep Viet Nam 108 TAI LIEU THAM KHAO A Tidng Viet Bo Ngoai Giao (2002): "Viet Nam hoi nhap kinh te xu the toan cau hda, van de va giai phap" Nha xuat ban chinh tri qudc gia Chinh phu Viet Nam (1999): "Nghi dinh 22/1999/ND-CP, quy dinh ve dau tu’ nu’dc ngoai cua Doanh nghiep Viet Nam" TS Nghiem Xuan Dat (2002): "Ha Noi qua trinh hoi nhap kinh te qudc te" Nha xuat ban chinh tri qudc gia TS.Bui Le Ha (2001): "Quan tri Kinh doanh Qudc te" Nha xuat ban thong ke PGS.TS Dao Duy Huan (2004): "Chien ltfdc kinh doanh toan cau hda kinh te" Nha xuat ban thong ke PGS.TS Nguydn Thi Hudng (2004): "Giao trinh quan tri Du an va Doanh nghiep cd von dau th nu’dc ngoai" tap Nha xuat ban thong ke PGS.TS Nguyen Thi Hudng (2003): "Giao trinh kinh doanh qudc te" tap Nha xuat ban Lao Dong - Xa Hoi PGS.TS Nguyen Bach Khoa (1999): "Marrketing thu’dng mai qudc te" Nha xuat ban Giao Due B Tieng Anh Ari Kokko (2004): "Internatioalization of Vietnamese SMEs" Caltex Vietnam (1996): "Vietnam Strategic Study" Caltex Vietnam (1996): "Business Plan 1996 - 2000" Caltex Vietnam (1997): "Vietnam Lubricants Market Assessment Study" Caltex Vietnam (2004): "Business Plan 2005" Economist Intelligence Unit (2005): "Country report: Vietnam, April 2005" Internet source EU Economic and Commercial Counselors (2004): "2004 Report on Vietnam" Florian Schmied (2004): "Models of market entry strategies for 109 branded consumer goods." Betreuer Robert Bruce Cooper Kari Martin (2003): "Vietnam: deepening reform for rapid export growth" 10 Paul W.Beamish McGraw-Hill 11 PFC Energy (2004): "ChevronTexaco Strategy & Performance (2000): "International Profile" 110 Management" Irwin