Đầu tư nâng cao năng lực cạnh tranh của công ty cổ phần gang thép thái nguyên giai đoạn 2006 2020

f ir BO GIAO DUC VA DAO TAO TRUONG DAI HQC KINH TE QUOC DAN DAI HQC KTQD TT THdNG TIN THU VIEN PHONG LUAN AN-TVLIEU LUONG THI MAI UYEN DAU TV NANG CAO NANG LVC CANH TRANH • • CUA CONG TY CO PHAN GANG THEP THAI NGUYEN GIAI DOAN 2006 - 2020 Chuyen nganh: Kinh te dau tir LUAN VAN THAC SY KINH TE • • NGUOI HUONG DAN KHOA HOC: TS Tran Mai Hwang Ha Noi, nam 2012 Ml MUC LUC DANH MUC HINH VE, BANG TOM TAT CHUONG 1: TONG QUAN VE TINH HINH NGHIEN CUU DE TAI LUAN VAIN 1.1 Tinh cap thiet cua de tai 1.2 Muc dich nghien cUu cua de tai 1.3 Doi tuo'ng va pham vi nghien cUu 1.3.1 Doi twang nghien cwu 1.3.2 Pham vi nghien cwu 1.4 Phuong phap nghien cUu 1.5 Tong quan cac cong tr'inh nghien cUu cho den 1.6 Nhu’ng dong gop khoa hQc cua luan van 1.7 Ket cau cua luan van CHUONG 2: LY lUaN CHUNG VE DAU TU NANG CAO NANG LU'C CANH TRANH CUA DoANH NGHIEP NGANH THEP 2.1 Canh tranh va nang l/c canh tranh cua doanh nghiep nganh thep 2.1.1 Canh tranh va nang luc canh tranh cua doanh nghiep 2.1.2 Nang luc canh tranh cua doanh nghiep nganh thep 20 2.2 Dau tu nang cao nang l/c canh tranh cua doanh nghiep nganh thep 24 2.2.1 Khai niem va su can thiet phai tien hanh dau tw nang cao nang luc canh tranh cua doanh nghiep nganh thep 24 2.2.2 Dac diem cua dau tw nang cao nang luc canh tranh cac doanh nghiep nganh thep 25 2.2.3 Noi dung dau tw nang cao nang luc canh tranh cua doanh nghiep nganh thep 26 2.2.4 He thong chi tieu phan anh k£t qua dau tw nang cao nang luc canh tranh cua doanh nghiep nganh thep 29 2.2.5 He thong chi tieu phan anh hieu qua dau tw nang cao nang luc canh tranh cua doanh nghiep nganh thep 33 2.3 Cac nhan to anh huong den hoat dong dau tu nang cao nang l/c canh tranh cua doanh nghiep nganh thep 34 2.3.1 Quy hoach phat trien nganh thep 34 2.3.2 Ca che chinh sach 34 2.3.3 Cong tac quan ly hoat dong dau tw doanh nghiep nganh thep.35 2.3.4 Cac ngudn luc cua doanh nghiep 35 2.3.5 Mot so nhan to khac 35 CHUONG 3: TH/C TRANG DAU TU NANG CAO NANG L/C CANH TRANH CUA CONG TY CO PHAN GANG THEP THAI NGUYEN GIAI DOAN 2006 -2011 37 3.1 Gi Phwang phap nghien cwu Luan van ap dung khung ly thuyet ve dau tu phat tridn doanh nghiep dd phan tich thuc trang, ket hop phuang phap dinh tinh va dinh luong viec thu thap, xu ly thong tin vdi viec su dung cac du lieu sdn co Cac du lieu su dung luan van la cac du lieu thu cdp thu thap tir ngudn noi bo Cong ty co phan Gang thep Thai Nguyen va cac bao cao khac tren mang Internet Mot sd phuang phap khac: thong ke, phan tich, so sanh, tong hap du lieu > MQt so cac cong trinh nghien cwu lien quan den de tai luan van Mot sd nam trd lai day, vdi xu the khu vuc hoa, toan cdu hoa ndn kinh td da md rat nhieu co hoi cho cac doanh nghiep Viet Nam ddng thai cung co nhung thach thuc Ion, nhat la nguy co phai canh tranh vdi cac ddi thu co tdm tren thd gidi, doi hoi cac doanh nghiep phai luon nd luc nang cao nang luc canh tranh de co thd ton tai Chinh vi vay, chu de nghien cuu dau tu nang cao nang luc canh tranh cua cac doanh iii nghiep rat duoc quan tarn va day la hudng nghien cuu co nhung dong gop cu the, thuc tien doi vdi cac doanh nghiep Viet Nam thuoc cac nganh, linh vuc khac De tai “Dau tu nang cao nang luc canh tranh cua Tong cong ty xay dung va phat triin tang LICOGI” - tac gia Dao Due Tai (luan van thac sy - 2006) De tai “Dau tu nang cao nang lire canh tranh mang MOBIFONE - Cong ty thong tin di dong (VNS) giai doan 2001 - 2010” - tac gia Trieu Thi H6ng Na (luan van thac sy - 2007) Hoi thao quoc gia “Nang luc canh tranh cua doanh nghiep Viet Nam sau nam gia nhap WTO” to chuc 09/3/2012 Ngoai cung co nhung nghien cuu khac tap trung vao giai phap ddu tu nang cao nang luc canh tranh cua cac ngan hang thuong mai hoac nghien cuu cac khia canh khac nhu nhan su, tai chinh, marketing doi voi nganh thep Nhu vay, luan van se ke thua co so ly luan cua cac nghien cuu truoc va ap dung phan tich thuc trang hoat dong dau tu nang cao nang luc canh tranh cua Cong ty co phan Gang thep Thai Nguyen, danh gia nhung han chi, dua cac giai phap vi dau tu nang cao nang luc canh tranh cua doanh nghiep giai doan 2012 - 2020 va day cung la nghien cuu ap dung dai dien cho cac doanh nghiep hoat dong nganh thep Viet Nam > Nhung dong gop khoa hpc cua luan van * Ve mat ly thuyet: Luan van da he thong hoa va lam ro nhung ly thuyet vi dau tu nang cao nang luc canh tranh cua cac doanh nghiep hoat dong nganh thep * Ve mat thuc tien: Luan van dua tren co so phan tich thuc trang dau tu nang cao nang luc canh tranh cua Cong ty co phan Gang thep Thai Nguyen, danh gia duqc nhung ket qua va hieu qua dat duqc cua cong ty giai doan 2006-2011 Luan van da phan tich nhung han che, ton tai hoat dong dau tu nang cao nang luc canh tranh cua cong ty, giai thich nguyen nhan va dua nhung giai phap ve dau tu nang cao nang luc canh tranh doi vdi Cong ty Co phan Gang thep Thai Nguyen noi rieng va cac doanh nghiep nganh thep noi chung thoi gian tdi Luan van dua tren nhung thong tin, so lieu thuc te de phan ti'ch va tong hop dua nhung nhan dinh mang tinh khach quan Chinh vi vay, day la tai lieu tham khao huu ? r ich doi vdi cong ty co phan gang thep Thai Nguyen va cac cong ty khac nganh CHlTONG LY LUAN CHUNG VE DAU TU* NANG CAO NANG LLC CANH TRANH CUA DOANH NGHIEP NGANH THEP • • Trong chuong 2, luan van da trinh bay duoc nhung ly thuydt co ban ve canh tranh nhu cac quan niem ve canh tranh, cac hinh thuc va cac cong cu canh tranh ddng thoi khai quat duoc khai niem ve nang luc canh tranh cua doanh nghiep noi chung Tren co so do, luan van da nghien cuu sau hon ve dac didm va vai tro cua cac doanh nghiep nganh thep va dua dupe khai niem co ban ve nang luc canh tranh cua cac doanh nghiep nganh thep Tuy co nhieu khai niem ve nang luc canh tranh nhung co the hieu “Nang luc canh tranh la kha nang gianh thang lpi cuoc canh tranh cua cac hang hoa cung loai tren cung mot thi truong tieu thu” Cac doanh nghiep nganh thep cd nhung dac diem rieng dSc thu nganh nhu cd x r nguon luc ve von yeu cau ldn, von chu yeu nam d gia tri tai san co dinh: nha xudng, a r r \ r may moc thiet bi ; nguon nhan luc doi hoi so lupng ldn va trinh ky thuat kha cao Ngoai ra, cac doanh nghiep nganh thep muon san xuat san pham chit lupng tdt va dat lpi the so sanh vdi cac doi thu canh tranh khac phu thuoc rat nhieu vao nguon nguyen nhien lieu dau vao: quang sat, cdc, than Dong thoi, qua trinh tieu thu san phdm thong thudng cac doanh nghiep nganh thep deu phai thong qua cac kenh phan phoi chu it ban hang true tiep tu doanh nghiep san xuat den tay ngudi tieu dung Do do, nang luc canh tranh cua cac doanh nghiep nganh thep cd the hieu la su cu the hoa nhung 87 4.2 SWOT danh gia doi vdi Cong ty co phan Gang thep Thai Nguyen Tir nhung phan tich ve moi truong vi mo, mdi truong noi bo nganh tren ta co Z Z the rut nhung diem manh, diem yeu cung nhu co hoi va thach thuc cua Cong ty Co phan Gang thep Thai Nguyen (Phan tich SWOT) Qua co the dua nhung giai phap thich hop giup cong ty dau tu nang cao nang luc canh trong thdi gian tdi DIEM MANH DIEM YEU - Tisco tu san xuat duoc khoang 50% nhu - Co cau to chuc cong kenh, luc luong lao cau phoi thep tir nguyen li?u nude dong qua dong, ty le lao dong gian tiep vdi gia dam bao canh tranh; chiem den 29%, chat luong ngudn nhan - Nang luc san xuat cao, chung loai san luc han che; phim da dang, dac biet la san pham thep - Cong nghe luyen can vln kha lac hinh; hau va cu; A - He thong phan phoi rong khSp, su chung - Ve vi tri dia ly: xa thi trudng chinh, xa thuy cua khach hang cang duQc cang bien, cua khau, dan den tang chi nang cao; phi van chuyen; - Thuong hieu TISCO uy tin va duoc - Co sd vat chat cua he thong chi nhanh ngudi tieu dimg tin tuong lua chon yeu, chua dam bao tinh on dinh - Ve co ban nen kinh td van dang phat trien tot Nhu cau xay dung van se d muc cao, tao ngudn cau manh me cho nganh thop nui chung va TISCO nui ridng; - Day manh dau tu md rQng quy md san xuat, tiep can cong nghe, ky thuat tien tien, dao tao ngudn nhan luc; THACH THUC - Tac dong tir cuoc khung hoang cua nen kinh te the gidi noi chung va khd khan cua Viet Nam noi rieng gay anh hudng khong nho den tinh hinh phat trien cua nganh thep va TISCO; A Z - Ngudn cung cap nguyen lieu cang can kiet, nhieu ddi thu canh tranh dang tiep can va du dinh dau tu san xuat tu cac nguyen lieu tho nude; r r - Thay doi hinh thuc sd huu vdi su gop mat cua cac cd dong ngoai se gop phan nang cao chat luong quan ly dieu hanh - Trong thdi gian tdi cd nhieu du an san cung nhu tang cudng hieu qua dau tu cua xuat thep cd quy md ldn di vao hoat dong Cong ty; tao nhieu ap luc canh tranh; A - Cong ty cd co hoi lien ket, hop tac vdi - Vai tro binh on thi trudng se cd tac dong cac cong ty khac va md rQng quan he bat loi den tinh hinh hoat dong san xuat qudc te, dau tu nude ngoai kinh doanh, lam giam sue canh tranh cua Cong ty 88 4.3 MQt so giai phap tang cuong dau tu* nang cao nang lire canh tranh cua Cong ty co phan Gang thep Thai Nguyen 4.3.1 Tang cuang kha nang thu hut vdn dau tir Thieu vdn dau tu van la mot nhung kho khan ldn nhat cua cac doanh ■> r y a nghiep noi chung va Cong ty co phan Gang thep Thai Nguyen noi rieng Co vdn dau tu thi mdi cd the thuc hien duoc cac phuong an dau tu nang cao nang luc canh tranh De cong ty cd the huy dQng vdn mot each cd hieu qua cho hoat dong dau tu nang cao nang luc canh tranh can thuc hien mot sd giai phap sau: 77n? nhat la phai khai thac tdi da cac nguon vdn ben doanh nghiep: e r a z y Co the noi nguon vdn ben duoc coi la nguon vdn co ban va quan r r r y nhat ddi vdi moi doanh nghiep Muon vay, cong ty can phai chu y nang cao hieu r r qua san xuat kinh doanh, tuc la nang cao hieu qua su dung vdn Nang cao loi nhuan thu duorc, trich mot ty le loi nhuan thich dang cho muc dich dau tut hi mdi tan dung triet de va hieu qua nguon vdn Ngoai ra, cong ty can phai su dung hieu qua nguon vdn tarn thdi nhan roi A a z z doanh nghiep de dau tu, dac biet la nguon vdn khau hao co ban Phuong phap trich khau hao phai dam bao duoc su can ddi giua muc chi phi tinh vao gia va danh gia chinh xac gia tri tai san; Cac tai san khong can dung hoac hieu qua su A A Z dung khong cao can duoc nhanh chong ly, nhuong ban de thu hoi vdn va giam chi phi bao quan sua chua Thu hai la phai da dang hoa cac hinh thuc huy dong vdn: nhdt Cong ty nen thuoc vao muc dich ddu tu va tinh hinh cu thd tai doanh nghiep (kha nang tai chinh, uy tin va hieu qua kinh doanh ) ma lua chon nguon quyet dinh den kha nang cong cua phuong an huy dong Thu ba la xay dung cac du an dau tu va phuong an kinh doanh co tinh kha thi cao: Khi du an dau tu va cac phuong an kinh doanh cong ty dua co tinh kha thi cao va duorc xay dung vtrng chac tren co sd cac sd lieu, can cu chinh xac, cd sue 89 thuyet phuc thi chinh la dieu kien de cong ty co the huy dong duoc mot each dd A A r dang cac nguon von tir cac nha dau tu hay cac to chuc tin dung 4.3.2 Nang cao higu qua sic dung von d&u tic nang cao nang Itcc canh tranh i r r a Be su dung von co hieu qua, cong ty can co mot ke hoach huy dong va su r r a z r dung von dau tu Viec co anh hudng true tiep den hieu qua su dung von cung nhu hieu qua san xuat kinh doanh tir nang cao sue canh tranh cua cong ty Neu lam tot cong tac se giup cong ty co mot co cau von linh hoat va hieu qua, gop phan quan vao su phat trien cua cdng ty De dam bao yeu cau, cdng tac lap ke hoach phai chu den cac van de sau: Mot la: Xac dinh chinh xac nhu cau vd vdn tdi thieu can thiet dap ung cho hoat dong san xuat kinh doanh nhim dam bao cho qua trinh kinh doanh cua cdng ty duoc tien hanh thudng xuyen lien tuc khong bi gian doan, phai xac dinh duoc nhu cau tang dot bien nhung thdi diem bien dong thuan loi cua gia thep tren thi trudng de tang cudng hieu qua sir dung vdn luu dong Tir co bien phap huy dong vdn phu hop nhSm cung ung vdn mot each day du, kip thdi, tranh tinh trang du thira vdn gay lang phi vdn khong can thiet nhung cung dam bao khong bi thieu vdn gay anh hudng den san xuat kinh doanh cua cdng ty, ddng thdi huy dong vdn vdi chi phi su dung tdi uu Hai la: Tren co sd nhu cau vdn da lap, cdng ty can xay dung ke hoach cu the vd vi?c huy dong vdn, bao gom viec xac dinh kha nang vdn hien cd, sd vdn thieu de lua chon ngudn tai tro thich hop vdi chi phi ve vdn la thap nhat giup cdng r r r ty co mot co cau vdn linh hoat va tdi uu Ba la: Sau lap ke hoach huy dong vdn, cdng ty can chu dong viec phan phdi va su dung sd vdn da duoc tao lap cho mang lai hieu qua cao nhat Cdng ty can can cu tren ke hoach kinh doanh va du bao nhung bien dong cua thi trudng de dua quyet dinh phan bo vdn ca vd mat sd luong va thdi gian, cu the can du tru bao nhieu hang ton kho la hop ly va hieu qua Ddng thdi, cdng ty edn cd su phan bo hop ly ngudn vdn dua tren chien luge phat trien Tir ke hoach tdng thd, cdng ty can dua cac ke hoach chi tiet Dd lam duoc dieu doi hoi cdng ty phai dua vao hoat dong kinh doanh cua nhung nam trudc cung nhu kha nang va tiem luc cua cdng ty nam tiep theo de cd thd xay dung mot ke hoach chi tiet, cu thd va sat thuc td nhat 90 4.3.3 Tang curing dau tu nang cao nang luc may moc thiSt bi, nha xuong theo hudng tang curing dau tu chieu sau, giam dau tu chiSu rong Trong giai doan tdi de thuc hien muc tieu cua cong ty cung nhu phu hop vdi yeu cau phat trien chung cua kinh te xa hoi, thi viec dau tu de cai tien cong nghe, doi mdi may moc thiet bi, gop phan nang cao suc canh tranh cua san pham la van de tat yeu Muon vay von dau tu cua cong ty can duoc dieu chinh theo hudng: - Khong dau tu xay dung mdi cac co sd san xuat vdi cong nghe, thiet bi lac hau (tao nhung cong trinh co tinh canh tranh kem) Tap trung dau tu cai tien cong nghe, thiet bi nang cao chat luong cac cong trinh xay dung r - Doi vdi nhung du an xay dung mdi hoac md rong (dac biet la nhung hang muc cuoi cua du an md rong san xuat giai doan va du an giai doan 3) can thiet phai dam bao dau tu vao nhung thiet bi cong nghe tien tien, ket hop hai hoa giua dau tu chieu rong va dau tu chieu sau Ngoai viec thuc hien dau tu nang cao nang luc canh tranh co tam diem, tranh dau tu dan trai, lang phi Cong ty can thuc hien phan bo von mot cach hop ly cho cac noi dung dau tu nhu dau tu vao may moc thiet bi, cong nghe, dau tu cho hoat dong marketing md rong thi trudng, dau tu cho he thong td chuc quan ly Day la mot giai phap huu hieu nham su dung von co hieu qua vdi nguon von khiem ton cua cong ty Cong ty can xac dinh ro can dau tu vao nhung hang muc cong trinh nao, hang muc dau la hang muc quan nhat se dem lai hieu qua nhat Tu xac dinh can uu tien dau tu cho hang muc noi dung nao so cac hang muc co nhu cau dau tu Dac biet doi vdi may moc thiet bi cong nghe la hang muc doi hoi so von ldn va co anh hudng truc tiep tdi hieu qua san xuat kinh doanh 4.3.4 Tang curing dau tu nang cao kha nang nghien cuu va ung dung khoa hoc cong nghe Dau tu nghien cuu va ung dung khoa hoc cong nghe la mot nhung giai > A phap quan nham nang cao nang luc canh tranh cua Cong ty co phan Gang thep Thai Nguyen Trong thdi gian tdi cong ty can phai chu cac v£n de sau: Mot la: Doi mdi thiet bi- cong nghe, dua nhung tien bo khoa hoc ky thuat vao r r \ r •» san xuat Muon vay cong ty can tiep tuc day manh hon nua viec nghien cuu ap dung nhung cai tien vao qua trinh san xuat, nang cao nang suat lao dong, giam thieu su r a that thoat, lang phi nguyen nhien vat lieu, giam gia thanh, nang cao chat luong san ? pham, tang suc canh tranh 91 Hai la: Van de chuydn giao cong nghe can chu y viec khong mua cong nghe cu, lac hau, kern chat luong, khong dap ung yeu cau chat luong Dong thdi, di lien vdi viec chuyen giao cong nghe la viec dao tao can bo dap ung yeu cau, tranh phu phuoc vao chuyen gia nude ngoai Ba la: tang cudng hop tac qudc td, cung co mdi quan he khoa hoc - cong nghe gitra cac don vi san xuat vdi cac co quan nghien cuu R&D, cac trudng dai hoc va ngoai nude nhSm day manh viec chuyen giao cong nghe - ky thuat mdi vao san xuat A r ' Bon la: Cong ty can day manh viec dau tu ung dung cong nghe thong tin quan ly, san xuat kinh doanh: A A + Dau tu mot mang de lam nen tang cho viec xay dung co sd du lieu chung cua cong ty + Ung dung cac chuong trinh quan ly chuyen nganh: quan ly nhan su, quan ly van thu, quan ly thiet bi, quan ly tien luong ) 4.3.5 Tang cudng dau tu nang cao trinh ngudn nhan luc Nang lyre canh tranh cua mQt doanh nghiep chiu tac dong boi nhieu yeu to a a r r a ngudn nhan luc la ngudn luc co ban quyet dinh- chat luong ngudn nhan luc co y nghia quan ddi vdi co cau san xuat, kha nang canh tranh, den hoat dong khoa hoc cong nghe, den quan ly va dau tu do quyet dinh toe tang trudng cua doanh nghi?p Do vay, thdi gian tdi, cong ty cSn dAu tu dung muc cho chat luong ngudn nhan luc theo cac hudng sau: Mot la tao moi dieu kien cho ngudi lao dong (bao gom ca cong nhan lao dong true tiep lan dpi ngu quan ly d moi cap) duoc hoc tap, duoc dao tao va dao tao lai Trong nam 2009 -2011 cong ty da cd nhung quan tarn rat ldn den van de dao tao ngudn nhan lyre, viec can duoc tiep tuc va dau tu nhieu hon nua giai doan tdi vi thdi dai mdi, ky nguyen tri thuc viec khong ngung nang cao cap nhat kien thuc la mot nhu cau tat yeu Ngudi lao dong can duoc nang cao trinh va nhan thuc ve nhung van de kinh te xa hoi noi chung va ve nhung van de san xuat kinh doanh cu the cua doanh nghiep minh Cu the, cong ty cd the : - Tao dieu kien cho ngudi lao dong duoc hoc tap (tham gia cac chuong trinh dao tao dai han); - Md cac khoa dao tao ngan han tai cong ty cho ngudi lao dong ve cac van de kinh te xa hoi, hay cac kien thuc bo tro 92 Hai la tao moi truong thuan loi de ngucri lao dong duoc phat huy moi tidm nang sue sang tao cua minh, duoc cong hien nhieu hon cho su phat trien cua doanh nghiep Day la yeu to cue ky quan trong, vi nguoi co duoc dao tao tot, song neu khong co moi trudng dd phat huy se mai mot theo thdi gian, va nguqc lai, ndu co hon Do vay, de co the cdng hien dupe thi ngudi phai cd mdi trudng lam viec phu hop va duoc dat vao dung vi tri theo kha nang cua minh Ngoai ra, cdng ty can tao dong luc hoc tap, tu boi duong nang cao trinh cho ngudi lao dong thong qua cac cuoc thi, cuoc hoi thao tro tao dieu kien ve thdi gian cung nhu kinh phi ddi vdi nhung ngudi lao dong cua cdng ty tham gia vao cac khoa dao tao Cdng ty can chu y thuc hien tot he thong chinh sach dai ngo vdi ngudi lao dong nhu chinh sach tien luong, tien thudng, che phu cap, BHXH, che nghi phep, cdng tac phi, quan tam den ddi song vat chat tinh than cua ngudi lao dong Dd chinh la dong luc thuc day tinh than trach nhiem cua moi vien cdng ty Thuc hien tot cac chinh sach xa hoi, su dung cd hieu qua cac don bay kinh te mot each linh hoat se gop phan thuc day lao dong sang tao tich cue cd chat luong va cd hieu qua ? A Z Bon la tang cudng cdng tac giao due nham nang cao y thuc td chuc ky luat va trach nhiem cua ngudi lao dong trudc ca nhan va tap thd, tu ho cd thd hoan tot cdng viec duoc giao mot each tu giac, khong can phai thuc giuc, lenh e A ’ Ngoai ra, cdng ty can cd nhung chinh sach tuyen dung nhan su mot each cdng khai, hop ly Nhan su tuyen dung can dung vi tri, dung chuyen mon, dung trinh cd nhu vay ho mdi phat huy duoc nang luc va giup cdng ty canh phat tridn 4.3.6 Tdng cudmg dau tu nghien cuu thi trudmg, nang cao hieu qua hoat dong Marketing Marketing la mot nhung cdng cu quan bac nhat quyet dinh su bai cua cac doanh nghiep co che thi trudng Nd la phuong tien huu hieu giup cac doanh nghiqp doi mat vdi thi trudng, giai quyet cac van de cua minh thich ung vdi nhu cau cua thi trudng, hudng tdi loi nhuan cao va tao uu thd canh tranh 93 Cong ty can xay dung doi ngu can bo chuyen nganh Marketing, thong qua viec nghien cuu thi truong mot each ky luong co bai ban se dua mot chien luge marketing phu hgp giai doan canh tranh khoc liet sap tdi •> a r Ve san pham cua cong ty, cong ty phai khong ngung cai tien, hoan thien va nang cao chat luong san phim va dich vu Bien phuong cham “chat luong hang dau, gia ca canh tranh, san pham va dich vu da dang” hanh dong cu the Ddng thdi khong ngung nghien cuu, thiet ke san phAm mdi, tao nhung dac trung khac biet cua hang hoa de thoa man tot nhat nhu cau cua khach hang, nham tri va md rong thi trudng Lam duoc dieu se giup cong ty tao dung duoc niem tin cho moi doi tuong khach hang su dung san pham “TISCO” vao xay dung cac cong trinh a r \ r r ■> Ve vdn de kenh phan phoi san pham: Trong giai doan hoi nhap kinh te vdi su gia nhap cua cang nhieu cac ddi thu canh tranh nudc ngoai, thi ngoai viec cung cap nhung san pham da dang vdi chat luong tot, TISCO can nhanh chong xay dung mot he thdng phan phoi rong de dam bao kenh ngan nhung van cung cap kip thdi san pham tdi thi trudng, va giam gia tao loi the canh tranh so vdi cac ddi thu khac Cong ty can thuc hien cac hoat dong nghien cuu nhu c£u khach hang tai cac thi trudng va dua mot chien luge phan phoi san pham tai cac thi trudng mot each hgp ly hon Ddng thdi, TISCO can dua cac chinh sach marketing hon hop theo kenh mot each phu hgp va thuc hien danh gia thuong xuyen hoat dong cua kenh de dam bao su lien ket kenh va tri tot vai tro lanh dao kenh tranh su thao tung thi trudng cua cac nha phan phoi va dai ly ldn nhu hien a r \ \ r i Ve vdn de thuorng hieu, TISCO can dua mot chien luge phat trien thuong hieu va thuc thi chien luge mot each hieu qua TISCO la cong ty dau tien nganh nhung lai da dan de mat vi tri cua minh tren thi trudng nganh nhung bat hgp ly viec quan ly Hien nay, TISCO dang chuan bi cho minh nhung chinh A sach de xay dung lai thuong hieu, nhien, de thuc hien dugc nhung muc tieu de ra, cong ty can xac dinh cac diem manh de xay dung dac tinh thuong hieu ndi bat, dua cac chinh sach nghien cuu phat trien san pham, dua chinh sach phan phoi hgp ly va thuc hign hieu qua cac chinh sach truyen thdng tdi cac ddi tugng cong chung muc tieu ( he thdng phan phoi, khach hang muc tieu) Nhanh chong thay ddi A 7 Ngoai ra, can co su phoi hop hoat dong giua phong dau tu phat trien vdi cac phong chuyen mon khac nham thuc hien quan ly cac hoat dong dau tu doanh nghiep dugc hieu qua han b Dau tu day manh san xuat nguyen lieu, tan dung lai the canh de canh tranh Cd the noi ngudn nguyen li?u sin cd la mot nhung lai the ldn nhat cua TISCO so vdi cac doanh nghiep nganh Trong phan ldn cac doanh nghiep X nganh, du la san xuat phoi hay can thep, deu khong the chu dgng hoan toan ngudn nguyen h?u dau vao ma phai dua nhieu vao ngudn phoi va thep phe nhap khau thi TISCO luon dam bao tu san xuat 70% nhu cau than md, 70% nhu cau than coc, su dung 50% gang long luyen phoi Trong mot nganh cong nghiep dac thu nguyen vat lieu chiem tdi tren 90% gia dau vao cua san phlm thi nhung lai the cua TISCO giup Cong ty giam gia thanh, qua nang cao kha nang canh tranh thi trudng dinh hudng gia nhu Viet Nam TISCO la dan vi nhat nude san xuat thep di tu khai thac quang sat den san pham cuoi cung la thep can, giup cong ty cd kha nang chu dong viec san xuat san pham la cung mot lai the ldn ma TISCO can tan dung tdt hon giai doan sip tdi TISCO cln dua chinh sach quan ly va khai thac mot each hop ly cac md r r r nguyen lieu tren dia ban tinh: Md sat Trai Cau, Md than Phan Me, Md quang sat Tien Bo), dau tu md rong khu vuc md than Phan Me dap ung cho nhu cau luyen coc Ddng thdi, cong ty nen cd chien luge md rong them vung nguyen lieu theo hudng lien ket nhlm chiem giu cac md quang sat tiem nang nhu khu vuc Tuyen Quang, Phu Tho chuln bi cho ke hoach phat trien lau dai 95 r a r y y c Dau tic vao vdn ae xu ly chat thdi giup cdng ty phat trien ben vung r y Cdng ty Co phan gang thep Thai Nguyen la don vi nhat tai Viet Nam co x z z r day truyen san xuat lien hgp khep kin tu khai thac quang den san xuat gang, phdi thep va can thep Den nay, cong nghe luyen can thep cua mot sd nha may can thep true thuoc cdng ty da cu va kha lac hau so vdi mot sd doanh nghiep nude Vdi cdng nghe lac hau va cu ky thi hoat dong khong hieu qua va kha nang canh tranh cua san pham tren thi trudng kern Quan hon, dia phuang se phai chiu hau qua ldn tu o nhiem mdi trudng va ton that nang lugng day truydn cdng nghe cu gay r Vay, Cdng ty muon nang cao kha nang canh tranh cua doanh nghiep nganh thi giai phap quan trQng va lau dai phai cai tien cdng nghe san xuat theo hudng tiep can cdng nghe ky thuat tien tien gop phan nang cao nang suat lao dong, tieu hao nhien lieu it, chi phi thap va gia ha; ddng thdi nhap khau cdng nghe tien tien cua nude ngoai, dam bao cho viec xur ly chat thai dat tieu chuan ve mdi trudng; xay dung he thong xu ly, phan huy chat thai Su dung cac cdng nghe sach it gay hoac khong gay o nhiem mdi trudng viec xu ly phe lieu sit thep r a Dau tu hoan thi?n he thong thong tin quan ly De thuc day hoat dpng kinh doanh, cdng ty can phai xay dung dugc he thong thong tin nhu Thong tin ve mdi trudng kinh doanh, thong tin ve he thong phan phdi, gia ca m$t hang hien hanh, thong tin ve tinh hinh va vien canh cua thi trudng, thong , > * ? z z tin vd he thong giao thong van tai De co he thong thong tin tren, ddi hoi he thong thong tin cua cdng ty cang phai hoan thien va cd chat lugng cao Cac bien phap sau day gop phan cho viec xay dung he thong thong tin + Xay dung them cac chi nhanh d cac khu vuc khac nham thu dugc thong tin chinh xac, kip thdi ve gia ca, chit lugng, + Xay dgng mpt dpi ngu can bo chuyen trach nham nghien cuu day du cung cap thong tin ve thi trudng cd the du bao ve cac bien dong cua thi trudng + Ap dung bien phap tin hgc hoa vao hoat dong thong tin qua viec hoa mang vdi he thong thong tin da co nude va tren the gidi Cdng ty can phai xay dung mpt mang tin hgc cd the noi mang vdi Internet nham thu thap thong tin d thi trudng the gidi e Dau tu tdng cudng dp dung thuong mai dien tu Dudi tac dong cua khoa hgc va cdng nghe, ma dac biet la cdng nghe thong tin da lam xuat hien hinh thuc thuong mai tien tien - Thuong mai dien tu Do lgi ich cua thuong mai cang ro ret (tang nang suat dat hieu qua cao hon viec 96 quan ly mua sam va du tru, cai thien duoc he thong kenh phan phoi; tiet kiem chi phi; giam but rao can; quang cao true tuyen vdi khach hang tiem nang tren toan the gidi ) nen cong ty can phai chu trien khai ap dung va phat trien Hien tai cong ty da co website gidi thieu vd san pham, tien them mot budc nua cong ty co thd dau tu xay dung co sd tang mang, phap ly de co the tien hanh giao dich qua mang, toan qua mang 4.4 Mot so kien nghi vai Nha nu&c * Kien nghi ddi vcri cac Bo, ban nganh Nha niede: 4.4.1 Kien nghi r r Trong nhung nam vua qua, cung vdi xu the hoi nhap va thuc hien cac cam ket r r r y r qudc te, he thong the che phap luat cua nude ta da thuong xuyen duqc dieu chinh, bo sung va ttrng budc hoan thien Tuy nhien, thuong xuyen phai thay ddi hoac dieu chinh, bo sung nen tinh on dinh cua he thong phap luat cua nude ta thap, nen chua khuyen khich cac nha doanh nghiep dau tu phat trien san xuat noi chung va san xuat mat hang thep xay dung noi rieng Vi vay, hoan thien he thong phap luat cho dam bao duqc tinh ddng bo va on dinh nham gop phan nang cao nang luc canh tranh cua nganh thep Viet Nam noi chung va cua Cong ty cd phan Gang thep Thai Nguyen noi rieng Ben canh viec hoan thien he thong the che phap ly, Nha nude phai thuong xuyen soat va hoan thien he thong cac chinh sach ve dau tu san xuat thep, chinh y z sach ve xuat nhap khau, thi trudng; cac chinh sach khac co lien quan theo hudng minh bach, rd rang vdi cac quy dinh cu the de doanh nghiep de thuc hien, khong bi hieu sai TISCO noi rieng va cac doanh nghiep noi chung luon gap khd khan thieu vdn Ngudn vdn tin dung thuong mai hay tin dung uu dai doanh nghiep lai khd tiep can thu tuc, co che chinh sach Nha nude can tao dieu kien thuan loi cho cac doanh nghiep tiep can vdn tin dung thong qua kenh tin dung uu dai cua Nha nude va Nha nude gian tiep hd trq doanh nghiep thong qua hd tro lai suat sau dau tu ddi y vdi cac du an dau tu co hieu qua y y Nha nude can dau tu cho dao tao doi ngu chuyen gia ke ca cho dao tao nude ngoai, tang cudng nang luc nghien cuu khoa hoc va cong nghe phat trien nganh Thep va xue tien vi md hd trq nganh thep nhu: tang cudng co sd vat chat ky thuat va chat luong doi ngu giao vien cho cac trudng dao tao cong nhan ky thuat de co du nang luc dao tao dap ung nhu cau lao dong cho nganh luyen kim Nha nude dau 97 tir phat tritin ca sd tang ve giao thong van tai, thong tin lien lac, cang bien, cho cac khu khai thac nguyen lieu, khu cong nghiep luyen kim ldn Dau tu cho cac du A A an diem dieu tra tiem nang khoang san cho nganh thep, phat trien vung nguyen lieu ldn cua nganh \ ~ r Thuc te dien tai nhieu dia phuong la cac nha may thep cong nghe lac hau, cong suat nho (cd 200 - 500 nghin tan/nam) dua moc len, gay nhiem moi trudng va tieu ton nhieu nang lugng, anh hudng xau den kinh te - xa hoi dia phuong va pha vd quy hoach nganh Nha nudc can soat lai cac du an do, neu thay cd dau hieu dau tu khong hieu qua can kien quyet dinh chi ddng thdi can cu vao cung cau thi trudng khong cap them giay phep dau tu cac du an thep nua * Kien nghi doi vai dia phuong Thai Nguyen la mot nhung tinh co nhieu md khoang san phuc vu cho nganh luyen kim Viet Nam ndi chung va Cong ty Cd phSn gang thep Thai Nguyen ndi rieng Trong nhung nam qua, Chinh quydn dia phuong da thuc hien nghiem tuc e x r r va triet de cac chinh sach cua Nha nudc ve khai thac, che bien quang tren dia ban tinh Song, de Cong ty Cd phan gang thep Thai Nguyen phat trien thdi ky mdi, Chinh quyen dia phuong can thuc hien nghiem cac chinh sach ve khai thac va ' ' r 7 X che bien quSng; uu tien cap md quang cho Cong ty de dam bao on dinh nguon nguyen lieu dau vao phuc vu san xuat, cd nhu vay Cong ty mdi cd thd nang cao duoc nang luc san xuat - nen tang de nang cao nang luc canh tranh cho Cong ty 4.4.2 Kien nghi ddi vdi Tdng cdng ty cd phan thep Viet Nam (VNSTEEL) VNSTEEL la la mot 18 doanh nghiep Nha nudc hang dac biet dugc to chuc va hoat dgng theo Quyet dinh 91/QD-TTg 7/3/1994 cua Thu tudng Chinh phu Tdng Cdng ty Thep Viet Nam chuyen sang hoat dong theo md hinh Cdng ty me - Cdng ty tir 1/7/2007 va thuc hien chuydn ddi tir Tdng cdng ty Nha nudc sang md hinh Tdng cdng ty Cd phan theo quyet dinh sd 552/QD-TTg 18/4/2011 cua Thu tudng Chinh phu Day la tdng cdng ty 91 dau tien chinh thuc co phan hoa cdng TISCO la mot cac cdng ty cua VNSTEEL De md hinh cdng ty me cdng ty dugc van dung triet de va co hieu qua, X VNSTEEL can lam dugc cac viec nhu sau: VNSTEEL can tang cuong cdng tac lien ket viec nghien cuu, trien khai xay dung va hoat dong cua San giao dich dien tir Thep Viet Nam; Day la kenh thdng tin md va la noi gap gd giira ngudi ban va ngudi mua vdi hieu qua cao nhat 98 vd chi phi va thai gian Ngudi ban va ngudi mua co the de dang thuc hien mua ban tren san thong qua he thong giao dich dien tu la internet va dien thoai - Doi moi cong nghe kinh doanh, ap dung cac hinh thurc kinh doanh tien tien tren co so su dung cdng nghe thong tin du bao thi truong va ngoai nude, nham ho tro kinh doanh cua cdng ty - VNSTEEL can co cac bien phap hd trg cac cdng ty ve thi trudng, vd cdng nghe, vd uy tin thuong hieu, ve tin dung, ve can bo 4.4.3 Kien nghj ddi vdi Hiep hoi thep Viet Nam Mot cac cam ket quan trgng Viet Nam gia nhap WTO la Nha nude se khong can thiep sau vao hoat dong kinh doanh cua doanh nghiep, vi the vai trd cua cac hiep hoi doanh nghiep cang dugc nang cao Hiep hoi thep Viet Nam (VSA) ddi cd nhiem vu on dinh va thuc day phat trien thi trudng thep noi dia; thuc day *■ ? r xuat khau thep va cung cap thong tin ve cdng nghiep thep va ngoai nude cho cac hoi vien, ddng thdi, kien nghi Nha nude ve chinh sach phap luat, xay dung tieu chuan ve san pham thep va nguyen lieu phuc vu nganh thep va cac van de khac cd lien quan den cdng nghiep thep; trg giup ky thuat cho cac vien cua Hiep hoi thep, td chuc va tham gia huan luyen nham dao tao can bo va cdng nhan cua nganh; bao ve lgi ich chinh dang cua cac hoi vien; quan he cac td chuc, hiep hoi san xuat, gia cdng thep cua khu vuc va the gidi Nhung nam gan day, VSA da gi£r vai trd tham muu, khuyen cao cac doanh nghiep thep tap trung dau tu, dua cdng nghe va trang thiet bi mdi cd cdng suat cao, ky thuat tien tien vao san xuat dd nang cao chdt lugng san phim va giam chi phi san £ , A /W A xuat, giam gia san pham, cd nhung du bao sat thuc ve dien bien thi trudng, giup cac doanh nghiep thep ung kip thdi nhung bien dpng ve cung - cau thep Ddng thdi, kien nghi kip thdi cac bo, nganh lien quan va Chinh phu cd nhung giai phap thao gd kho khan cho cac doanh nghiep, kien nghi cac bien phap tu ve can r •> ? f thiet de bao ve san xuat nude, tranh nhung canh tranh khong binh dang cua doanh nghiep nude ngoai va cac hanh vi gian lan thuong mai, thud, Vdi vai trd cua VSA nhu vay, TISCO kien nghi mpt sd van dd sau: - VSA can phat huy hon nua vai trd dinh hudng chien luge lau dai cho cac doanh nghiep nganh thep phat tridn loai bo cac-du an khong theo quy hoach, mat can ddi 99 - VSA dinh hudng cac doanh nghiep nganh thep chung tay lien ket tao dung nhung thuong hieu ldn, nang cao sue canh tranh boi canh dat nudc r a r cang hoi nhap sau vao nen kinh te the gidi \ r a r r r - VSA can thuc hien tot hon nua vai tro la cai cau noi tat ca cac quyet dinh, chinh sach cua Dang, Nha nudc, gidi chuyen mon, vien nghien cuu den nha san xuat - VSA phai la noi cung cap cac nguon thong tin quan trong, co the tao doanh thu va co hoi dao tao cho cac doanh nghiep thong qua mang ludi va chia se thong tin Hiep hoi la noi cap ngudn thong tin phong phu d£ gidi thi?u ve cac thi trudng nudc va quoc te mdi, ho trq tai chinh va co hoi tiep can cong nghe cho cac doanh nghiep - Hiep hoi co the trd doi tac vdi co quan chuc nang Nha nudc, hoac cac ? r r a z to chuc quoc te nham bao dam giai quyet buc xuc cua cac doanh nghiep 100 KET LUAN Co the thay nganh thep Vi?t Nam, dac biet la cac doanh nghiep san xuat thep phia Bac co Cong ty co phan Gang thep Thai Nguyen dang phai doi mat vdi tinh hinh canh tranh rat ldn, khong chi noi bo nganh ma ca A X ap lire tu nguon nhap khau nudc ngoai, dac biet la nguon thep thdng qua duoc nhap khau tieu ngach tir Trung Qudc Trong nhftng nay, nguon thep gia re tir cac nudc AFTA cung dang tran vao thi trudng nudc, khien tinh hinh tieu thu va san xuat thep cua cac doanh nghiep san xuat thep nudc cang them kho khan Ngoai ra, tuong lai hang loat cac du an xay dung khu lien hup thep cung se dugc xay dung, tao them nguon cung cho thi trudng nudc vdn da dang du thira A 7 r De ton tai va phat trien tinh hinh canh tranh gay gat nay, Cdng ty buoc phai cd nhung giai phap dau tu nhSm nang cao nang luc canh tranh De tai “Dau tu nang cao nang luc canh tranh cua Cdng ty cd phan gang thep Thai Nguyen giai doan 2006 - 2020” da: - He thdng hoa nhung cu sd ly luan cu ban ve dau tu nang cao nang luc canh tranh cua doanh nghiep; - Danh gia thyc trang dau tu nang cao nang luc canh tranh cua Cdng ty cd phan gang thep Thai Nguyen giai doan 2006 - 2011 ddng thdi lam rd nhung tuu, han che va nguyen nhan; x r r \ - De xuat mot sd giai phap dau tu nang cao nang luc canh tranh cua Cdng ty Cd phan gang thep Thai Nguyen thdi gian den nam 2020 DANH MUC TAI LIEU THAM KHAO Nguydn Thanh Do - Nguyen Ngoc Huyen (2004), Quan Tri Kinh Doanh NXB Lao dong - Xa hoi Nguyen Thanh Do - Nguyen Ngoc Huyen (2002), Chien lucre kinh doanh vd phat trien doanh nghiep NXB Lao dong Xa hoi - 2002 Nguyen Bach Nguyft - Tir Quang Phuang (2007), Giao trinh Kinh te dau tu NXB Dai hoc Kinh te Quoc dan Michael E Porter (2008), Chien lucre canh tranh NXB Khoa hoc ky thuat Tdi lieu co phan hoa cong ty co phan gang thep Thdi Nguyen (2010) Tdng cong ty thep Viet Nam (2010), Chien lucre phat trien nganh thep Viet Nam giai doan 2010 - 2020 WEBSITE Website cua cong ty CP gang thep Thdi Nguyen http://www Tisco.com.vn Website cua Tdng cdng ty thep Vift Nam http://www VNsteel.vn Website cua cdng ty cd phan thep 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