Giải pháp tăng cường đầu tư phát triển sản xuất và phân phối cà phê của công ty cổ phần cà phê mocha việt nam giai đoạn 2012 2020

TRUONG DAI KINH TE QUOC DAN ■ HOC ■ ■ - r&fy* GJ «-S^S HA NGOC PHUC GIAI PHAP TANG CUflNG DAU TIT PHAT TRIEN SAN XUAT VA PHAN PHOI CA PHE CUA CONG TY CO PHAN CA PHE MOCHA VIET NAM GIAI DOAN 2012-2020 ■ ■ CHUYfiN NGANH: KINH it dAu Ttf LUAN VAN THAC si KINH TE • • Ngudi htfo'ng dan khoa hoc: ts TT THONG TIN THUVIEN PHONG LUAN AN- TU LIEU HA NOI, NAM 2015 L()'I CAM DOAN Ban luan van dugc hoan la ca qua trinh nghien cuu nghiem tuc cua tac gia cung vdi su giup da tan tinh cua giang vien hudng dan Tac gia cam doan cac so lieu, ket qua, trich dan luan van co nguon goc ro rang va trung thuc Ha Noi, thang Hoc vien Ha Ngoc Phuc nam 2015 YEU CAU CUA HOI DONG CHAM LUAN VAN THAC SI VE Nhung diem can sua chua bo sung truoc nop luan van chinh thuc cho Vien dao tao SDH Chu tjch Hoi dong (Ky va ghi ro ho ten) Cam ket cua Hoc vien7 Hoc vien (Ky va ghi ro ho ten) Neu hoc vien co trach nhiem chinh sua theo yeu cau cua Hoi dong chSm luan van Trong truong hop khong chinh sua se khong duoc cong nhan k£t qua bao ve Hoc vien phai dong ban yeu ciu chinh sua vao dau luan van chinh thuc (truoc muc luc) nop cho vien DT SDH CONG HOA XA HOl • • CHU NGHIA VIET • NAM Doc lap -Tic do- Hanh phuc - 0O0 NHAN XET PHAN BIEN LUAN VAN THAC SI KINH TE • • • • Ngubi nhan xet: PGS.TS Nguyen Bach Nguyet Cong tac tai: Dai hoc Kinh te Quoc dan A y r f De tai luan van: “Giaiphdp ddu tie phat trien san xuat vd phan phoi cd phe cua cdng ty cd phan cd phe Mocha Viet Nam giai doan 2012- 2020” Cua hoc vien: Ha Ngoc Phuc Ve de tai luan van: Dau tu phat trien co vai tro vd cung quan den str ton tai va phat tridn cua cac doanh nghiep noi chung va tai cong ty co phan ca phe Mocha noi rieng Tuy nhien nhung nam qua, ben canh nhung ket qua dat dtrqc, hoat dong ddu tu phat trien tai tdrtg cong ty vdn boc lo nhieu han che tu" viec xac dinh chien lucre ddu tu, huy dong von, sir dung von va quan ly qua trinh sir „ ' ' ' dung von ddu tu De dtrng vung tren thi trudng che bien va phan phoi ca phe cdng ty cd phan ca phe Mocha can tang cudng va nang cao hieu qua ddu tu phat trien Chfnh vi vay, viec lua chon de tai “Giai phdp dan tir phat trien r o r a * san xuat vd phan phoi cd phe cua cdng ty cd phan cd phe Mocha Viet Nam giai doan 2012- 2020” cua tac gia vira co gia tri ve ly luan, vira co gia tri thirc tidn De tai nghien cuu cua luan van phii hop vdi chuyen nganh dao tao va khong tiling lap vdi cac cdng trinh, luan van da cdng bo d va ngoai nude dupe bie't Muc tieu, doi tiro’ng, pham vi va phuong phap nghien cuu: Chung toi cho rang muc tieu luan van dua la hoan toan hop ly, thiet thirc Doi tupng va pham vi nghien cuu cua luan van nghien dupe xac dinh ro rang, phu hop vdi cac yeu cau cua mot luan van thac si kinh te Tac gia cung da biet sir dung cac phuong phap phap phu hop nghien cuu de tai nhu phirong phap nghien cuu nhu thong ke, so sanh, phan tich tong hop, du bao 26 nuoc co lien quan Ve ket cau cua de tai: > A / Ngoai phan ma dau, ket luan luan van dai 113 trang dupe chia lam chining Theo danh gia cua chung toi, ket cau ve co ban dam bao tinh hop ly va dap ting dupe yeu cau cua de tai Noi dung cua luan van va cac dong gop cua tac gia: Tac gia da co nhung dong gop ve ly luan va thuc ti£n dupe the hien qua nhung ket qua nghien cun sau: Mot la: Tac gia da he thong hoa dupe nhung van de ly luan chung ve dau tu phat trien cac doanh nghiep san xuat, phan phoi ca phe thong qua viec trinh bay khai niem, dac diem, nguon von, noi dung dau tu, cong tac quan ly hoat dong dau tu phat tridn doanh nghiep Tac gia da lam rd dupe dac diem cua cac doanh nghiep san xuat, phan phoi ca phe va yeu cau dat cho hoat dong dau tu phat trien, he thong cac chi tieu danh gia ket qua va hieu qua va chi dupe mot so cac nhan to anh huong den hoat dong dtiu tu phat trien cua cac doanh nghiep Hai la: Tren co so gidi thieu ve cong ty co phan ca phe Mocha va dac diem hoat dong SXKD cua cong ty co anh huong den hoat dong dau tu, lac gia da di sau phan tfch thuc trang dau tu phat trien tai tmg cong ty theo quy mo von dau tu, nguon von dau tu, noi dung dau tu, lmh vuc dau tu Mac du tac gia da de cap den thirc trang cong tac quan ly dau tu song noi dung trinh bay kha so sai, dung lupng qua ft.Tir sir phan tfch do, tac gia da danh thuc trang dau tu thong qua mot so cac chi tieu ket qua, hieu qua cua hoat dong dau tu phat trien cung nhu chi dupe mot so han che va nguyen nhan cua chung viec thuc hien hoat dong dau tu phat trien tai cong ty then gian qua Ba la: Xuat phat ttr viec nghien ciru nhu cau ca phe, phan tfch Swot ve hoat dong dau tu va dinh hu’dng, muc tieu dau tu 2020 va , tac gia da dua dupe mot so' giai phap nhPm tang cuong dau tu taicong ty den nam 2020 bao gom giai phap: Giai phap tang cudng kha nang huy dong von, giai phap cho tirng noi dung, giai phap cho cong tac quan ly dau tir De thuc hien co hieu 27 qua cac giai phap tren, tac gia da dua mot so kien nghi vdi nha nudc, Ve co ban, cac giai phap va kien nghi duoc tac gia dua la hop ly r r •> Y kien trao doi voi tac gia: Luan van se dat ket qua tot hon neu: - Neu co sir gan ket giua dac diem san xuat, phan phoi ca phe vdi dac diem cua hoat dong dau tu thi dac diem cua hoat dong dau tu phat trien cac doanh nghiep san xuat, phan phoi ca phe se day du hon - Cac chi tieu danh gia hieu qua kha day du song cac chi tieu ket qua thieu can bo sung - Bai hoc kinh nghiem can rut cho chinh cong ty nghien cuu chu khong phai cho chung cac doanh nghiep san xuat, phan phoi ca phe va trinh bay day du hon - Phan phan tfch va danh gia thuc trang dau tu dau tu nhieu cho mang tinh mieu ta, noi dung phan tich se thuyet phuc hon neu duoc dua tren chien luoc phat trien kinh doanh, chien luoc dau tu phat trien cua cong ty thdi gian qua - Cong tac quan ly hoat dong dau tu phat trien tai tdtfg cong ty trinh bay so sai, dung luong qua ngdn r \ - Con co giai phap chua gan sat vdi dau tu (trang 104- 111) Danh gia chung: Tac gia da lua chon de tai co y nghTa thuc tien cao, da xac dinh dung muc tieu, doi tuong va pham vi nghien cuu, da su dung cac phuong phap nghien cuu phu hop Cong trinh cua tac gia ve co ban dap ung du yeu cau cua mot Luan van thac sT kinh te Ha noi, 22 thang 12 ndm 2015 Nguoi nhan xet PGS.TS Nguyen Bach Nguyet 28 Cohg Ooa xa O6i cia hgOia Viet Nam Doc lap - Ty - Hanh phuc BAN NHAN • XET LUAN • VAN THAC • SY KINH TE Hcc vieh: Ha Ngcc POuc Teh de tai luan van: Giai phap tang cudng dau tu phat trien san xuat va phan phoi ca phe cua cong ty co phan ca phe Mocha Viet Nam giai doan 2012­ 2020 COuyen ghahO: Kinh te-dau tu Ma so: Ngudi hOah xet-POah bieh 2: Nguynh MihO POahg - Chuc danh khoa hoc:Tien sy Kinh te-Nghien cuu vien Chinh - Chuc vu* va dem vi* cong tac : •> r + Nguyen Truong PhOng nghien cuu phat trien Kinh te-Vien nghien cuu phat trien KT-XH Ha Noi; + Pho Vu truong-Pho Ban Tuyen truyen ly luan-Thu ky Hoi dong khoa - hoc-Bao Nhan Dan Dia chi va dien thoai lien he : 0912.266.399- so 71- Pho Hang Trong Ha Noi NOI • DUNG NHAN • XET I PHAN NHAN XET: t e n Ve inh cap thiet, y ghia khoa hoc va t hurc tien cua d tai: Viet Nam cang khang dinh vi the tren thi truang nong san the gidi, r co ca phe Dang tiec la Viet Nam chu yeu dung o khau va thu hoach, xuat r r y tho ca phe; Cac san pham co gia tri gia tang thap, chi chiem khoang 10% chuoi gia tri san pham ca phe r > r •> tri Vi vay, tang cuong dau tu vao khau che bien pham ca phe de xuat khau ' r ■> hoac to chuc tieu thu truc tiep tren thi truong nudc co y nghia thiet thuc, khong chi mang lai loi nhuan cao hon cho doanh nghiep, ma gop phan tang r r viec lam va cai thien co cau kinh te nganh cho nude > > •> r Vdi y nghia do, de tai "Giai phap tang cudng dau tu phat trien san xuat va phan phoi ca phe cua cong ty co phan ca phe Mocha Viet Nam giai doan 2012- 2020” co y nghia thiet thuc va cho dung rieng su phat trien nhan thuc, chi dao thuc tien phat trien nganh nong san cua nude ta thdi gian tai Ve tin cay va phu hop cua de tai Ten de tai luan van phu hop vdi noi dung nghien cuu da trien khai; Noi dung thuc hien phu hop chuyen nganh dao tao dang ky Luan van khong trung lap ve ten goi va cac noi dung, ket luan chu yeu vdi A X nhung cong trinh, luan van, de tai da thuc hien va bao ve, hoac da cong bo thdi gian qua Cac phuong phap va cong cu nghien cuu duoc su dung thuc te luan van la phu hop va cd tinh khoa hoc, dam bao tin cay cho ket qua nghien cuu Uu diem va nhirac diem ve noi dung, ket cau va hinh thirc cua luan van 3.1 Uu diem \ •> \ r Vdi 95 trang tieu chuan, khong ke phan Md dau, Ket luan va phu luc, cung Danh muc tai lieu tham khao, luan van duoc ket cau chuong theo quy dinh mdi va bao dam su can doi, ket noi logiesh, tinh khoa hoc va phu hop vdi chu de, X noi dung nghien cuu theo ten goi de tai r r rv y \ Cac so lieu duoc tap hop cap nhat va cd he thong, trich dan day du vdi nguon r goc ro rang, dang tin cay Luan van da de cap day du, co dong, ro rang ve phan loai, dac diem ky thuat san xuat, phan phoi ca phe va yeu cau dat cho hoat dong dau tu phat trien san xuat va phan phoi ca phe; trinh bay bo chi tieu danh gia ket qua va hieu qua x r r dau tu doanh nghiep san xuat va phan phoi ca phe Luan van cung phan tich mot so nhan to anh hudng den dau tu phat trien doanh nghiep ca phe; phan tich kinh nghiem phat trien cong cua mot so doanh nghiep va thuong hieu ca phe danh tieng va ngoai nudc Nhung trinh bay da tao khung nhan thuc va phan tich can thiet cho trien khai cac noi dung sau cua luan van Luan van da phan tich qua trinh hinh thanh, phat trien, dac diem triet ly kinh doanh; nhung cong va han che, cung cac nguyen nhan va giai phap can thiet de tang cuong dau tu va nang cao hieu qua dau tu phat trien cua cong ty Mocha Viet Nam Nhung giai phap duoc de xuat nhin chung co can cu xac dang, co tinh dong bo, kha thi va thiet thuc cho hoat dong qua ly dau tu cua cong ty; goi mo mot so chinh sach cho cac co quan quan ly ve nganh ca phe 3.2 Han che - Can chinh sua mot vai diem ky thuat van rai rac luan van, cu the: + Chinh sua cac phong chu dam va nghieng muc luc va cac tieu de cho phong phu, dep va de theo doi, thong nhat tung chuong va giua cac chuong r a r a + Dieu chinh nhung danh dau tieu de in nghieng, dam sau chu so va ky hieu r a r a, b, c la hoa thi * hay gach dau dong cho du va thong nhat giua cac chuong va tung chuong r ? r r - Trong chuong II, tac gia nen can nhac lai viec sap xep chi tieu “Nang suat lao dong tang them” vao nhom chi tieu Ket qua dau tu phat trien nguon nhan luc, A A chu khong phai la nhom chi tieu Hieu qua dau tu; Ngoai ra, can nhan dien noi ham de khong tao cam nhan trung cua chi tieu “So lao dong tang them ” voi chi tieu “Sd viec lam tang them " Dong thoi, muc nhan to khach quan can bo sung cac dac diem tu nhien •> r r r a a r cua vung canh tac, ke ca yeu to thoi tiet Con noi dung trinh bay ve nhan to 2.4.I.3 Nhu cau xuat khau can tap trung phan tich vai tro va co che tac dong cua , r r r thi truong xuat khau, chu khong sa da vao thuc te co cau thi truong ca phe Viet 105 mien Nam Dau tu phat trien nguon nhan luc lam cong tac tiep thi, to chuc doi ngu ban hang co nang luc, co du kha nang trinh nam bat nhu cau khach hang va su bien dong cua thi truong - Phan loai khach hang, dua chien luoc ban hang cu the, thuc hien chien luoc gia linh hoat va hop ly • Giai phap xuc tien ban hang - Xay dung chinh sach khach hang, thay ddi phuong thuc quan he va phuc r r > vu khach hang Co hinh thuc khuyen khich kip thoi doi voi khach hang truyen thong, khach hang moi va khach hang mua khoi luong san pham lon Duy tri quan r r r t r •> he tot dep voi cac co quan xuc tien thuong mai de tim kiem co hoi xuat khau san pham nuoc ngoai - Tiep tuc day manh cac hinh thuc quang cao, gioi thieu san pham den nguoi tieu dung; tham gia cac hoat dong trien lam, hoi cho , cu the: • ve khuyen mai: Co cac hinh thuc khuyen mai da dang lanh manh, nham kich thich tieu dung va dam bao cac quy dinh phap luat • To chuc hoi nghi khach hang: Gap mat giua doanh nghiep voi khach hang, nhat la cac khach hang truyen thong Thong qua cac hoi nghi de trao doi thong tin giua nha san xuat va nguoi tieu dung, tu biet duoc nhung ban khoan, r r r r r thac mac cua khach hang va tim bien phap giai quyet thac mac Cung thong qua ma doanh nghiep se nam bat duoc nhu cau khach hang de co bien phap xu ly kip thoi, dap ung duoc nhu cau • Mo cua hang gioi thieu san pham: Chon dia diem tot, noi thuan tien voi viec tieu thu san pham de mo cua hang nhu tai cac trung tam thuong mai Cua hang gioi thieu san pham khong chi don thuan la de quang cao, gioi thieu san pham ma cdn la dia diem giao dich giua doanh nghiep voi khach hang, tao uy tin voi khach hang va kha nang tham nhap thi truong moi cua doanh nghiep • Tham gia hoat dong cua hiep hoi ca phe Viet Nam: Voi su phat trien cua 106 nen kinh te thi truang, tai luon dien su canh tranh gay gat giua cac nha cung cap Do do, tham gia vao hoat dong cua hiep hoi la hoat dong rat can thiet vi tai day doanh nghiep khong nhung co the quang ba dugc thuong hieu cua minh ma bao ve dugc thi truang, bao ve dugc gia ca va giam bat su canh tranh • ve dich vu hau mai: Thanh lap mot bo phan cham soc khach hang bao gom ca he thong thong tin nham hudng dan khach hang ve gia ca, noi phuc vu, su dung chat lugng san pham cua cong ty theo cach tot nhat, thong bao cho khach hang biet dugc ve chat lugng, tinh nang, cong dung cua cac loai ca phe khac de hieu qua su dung dat dugc cao nhat Trong truang hap xay cac van de se co bien phap khac phuc va sua chua kip thai theo yeu cau khach hang Nhu vay, khach hang se yen tam, tin tuong hon su dung san pham doanh nghiep • Hoan thien giai thieu thong tin ve cong ty, ve san pham tren Website cua cong ty, va quang ba rong rai tren cac phuong tien thong tin bao chi • Giai phap cho hoat dong truyen thong ban hang Tiep tuc thuc hien truyen thong, bao gom truyen thong tai: cac diem ban, truyen thong quang cao qua internet, bao chi, bang bien ngoai trai va cac chuong trinh pr cong dong + Truyen thong tai diem ban: van tiep tuc thuc hien cac chuong trinh khuyen mai, tang phieu giam gia nhan cac le, Tet cua dat nudc va truyen thong truc tiep qua doi ngu nhan vien nhien cong ty can co nhung diem dot pha hoat dong Cu the, cac chuong trinh khuyen mai se dugc thuc hien thuang xuyen hon va cac mon qua khuyen mai se y nghia hon cho khach hang Cac chuong trinh tang phieu giam gia di kem vdi cac chuong trinh cham soc khach hang can dugc thuc hien chu dao hon Tien hanh viec phan tich du lieu khach hang, tu van cho khach hang nhung dia chi cua hang ca phe phu hgp vdi tung doi tugng khach hang khac theo tuoi tac, gidi tinh, nghe nghiep, so thich Cuoi cung, cong ty phai dao tao dugc mot doi ngu nhan vien truyen thong can thuc su am hieu san pham, yeu thich san pham va quy trgng khach hang Tu do, nhung thong diep ma cong ty 107 muon gui tdi khach hang se duuc truyen dat tot nhat, mang lai hieu qua truyen thong cao va an tuung tot dep ldng khach hang +Truyen thong qua Internet, bao chi, bang bien ngoai trdi Tiep tuc cac bai vi£t ve cdng ty va san pham tren cac tap chi, website, nhien can thay doi cach thuc de tiep can khach hang Thay vi quang cao nhung san pham ma cdng ty dang co chuyen quang cao nhung san pham ma khach hang co nhu cau hoac co the phat sinh nhu cau sau duuc tu van, dua nhung giai phap cham soc khach hang x r y tron goi nham thoa man toi da nhu cau cua khach hang + Tich cuc tham gia vao cac su kien cong dong nhu cac chuong trinh tu thien, tham gia cac hoi chu trien lam hang tieu dung, hang nong san Viet de tu van va gidi thieu san pham truc tiep tdi khach hang, to chuc cac su kien doc dao nham quang ba hinh anh thuong hieu + Td chuc cac cuoc thi keu goi moi ngudi tham gia de quang ba cho phong cach cua thuong hieu Ca phe Giang Noi dung cua cac cuoc thi lien quan den tac hai cua ca phe ban tdi suc khoe ngudi tieu dung, lam noi bat gia tri cot loi cua Ca phe Giang (moc, sach, nguyen chat) + Tham gia cac mang xa hoi bien hien (Facebook, Zalo ) de quang cao san pham va dich vu, nang cao chat luung quang cao thong qua cac cdng cu tim kiem bang toi uu hoa he thong tim kiem SEO > Giai phap dau tu kenh phan phoi san pham Nham muc dich dua Cdng ty co phan ca phe Mocha trd mot nhung cdng ty hang dau Viet Nam ve phan phoi cac loai ca phe co chat luung cao, vdi mang ludi rong khap, cdng ty da co dinh hudng phat trien ve phan phoi san pham nhu sau : Tiep tuc md rong thi trudng ca nhan va ho gia dinh thdng qua nghien cuu dac diem cua tung khach hang de tim nhung san pham phu hup nhat Tiep can truc tiep den tung khach hang bang cach huan luyen mot doi ngu nhan vien kinh doanh co trinh do, hieu biet ro ve san pham, tu van chu dao cho khach hang trudc, 108 cung nhu sau cung cap san pham Phuc vu cac khach hang tai nha, huong dan ve each pha che cung nhu su dung san pham cho phu hup nhat Thong tin ve cac khach hang la ca nhan, ho gia dinh se duoc luu tru tren he thong may tinh cua cong ty, tir do, cdng ty se xay dung duuc du lieu khach hang, phan tich hanh vi, thoi quen cua tirng khach hang rieng biet, co che cham soc khach hang chu dao nhu: tang qua vao cac sinh nhat, quoc te phu nd-, phu nu Viet Nam ddi vdi cac khach hang la nu Thudng xuyen goi dien, gap mat trao ddi true tiep ve muc hai long cua khach hang su dung san pham, nam bat nhanh chong nhung dong gop, phan hoi va nhu cau phat sinh cua khach hang de cd nhung giai phap ban hang hieu qua hon sau Phan phdi va gidi thieu san pham tai sieu thi la mot xu hudng phat trien cua kenh ban le, vao duuc day doanh nghiep duoc quang ba hinh anh, thuong hieu, nang cao hieu qua kinh doanh Vdi muc tang trudng binh quan it nhat 40%/nam cho thay sieu thi la kenh ban hang hieu qua cao, ton it nhan su, chi phi van chuyen, khuyen mai it hon so vdi kenh truyen thdng Vi the, day la xu hudng ban hang mdi dang duuc rat nhieu cac doanh nghiep ap dung hien tai Cdng ty nen timg budc tiep can cac sieu thi tren dia ban Ha Noi va cac tinh ldn khu vuc de ky gui hang hoa va gidi thieu san pham Dau tien, cdng ty nen tim each ky gui hang hoa tai cac sieu thi mdi khai truong va cac sieu thi mdi khai truong va cac sieu thi cd quy md nho, nhung sieu thi thudng thieu hang hoa trung bay, thieu chung loai san pham, vi the, chi phi ky gui va gidi thieu san pham se duoc giam xudng, giup cho cdng ty tiet kiem duuc chi phi ban hang song van mang lai hieu qua ve marketing cung nhu hieu qua ve mat ban hang Sau da nam bat duoc cac van de lien quan den phan phdi hang hoa tai sieu thi, cdng ty can md rong phan phdi sang cac chuoi sieu thi cd quy md ldn va sd luong khach hang mua sam thudng xuyen ldn nhu Big C, Fivimart,Vinmart, Chi phi de ky gui cac hang hoa tai sieu thi cao hon cac sieu thi cd quy md nho, nhien, hieu qua ve marketing va gia tang nhan biet ve san pham ddi vdi ngudi tieu dung la rat ldn Mot diem quan can chu y day la doanh nghiep can dam 109 phan de co dugc nhung ke hang cd lugng khach qua lai ldn, vi tri dep tai sieu thi de nang cao hieu qua ban hang Tiep tuc day manh phan phoi san pham qua cac diem ban le va cac quan ca phe Day la kenh phan phoi vdi chi phi rat thap nhung hieu qua mang lai so vdi chi phi bd la rat dang ke, rat phu hgp vdi cac doanh nghiep cd quy md nhd, giup cho doanh nghiep cd the md rong den tung phan khuc khach hang va len loi vao nhung r r ' > kenh phan phoi nhd nhat tren thi trudng, nang cao phu song va nhan biet ve san pham r r t-v Mot kenh phan phoi van kha mdi hien la kenh phan phoi cheo hay ggi la ban cheo san pham Ban cheo san pham la mot hoat dong marketing ban hang nham gidi thieu, ban cac san pham hoac cac dich vu phu trg cho cac khach hang da, dang va se mua san pham cua doanh nghiep Thong thudng, san pham ban cheo la san pham bo sung hoac dich vu bo sung cho khach hang hien tai va thudng lien quan den san pham ma hg da mua Vi du ngudi mua cd nhu cau mua ca phe cua ban, la ngudi ban - ban se nghi den viec ggi y cho ngudi mua nhung san pham lien quan nhu phin pha ca phe hay may xay ca phe Bang each ggi y kheo leo, ngudi ban cd the ggi y cho ngudi mua mua them san pham hoac su dung them cac dich vu di kem vugt ngoai nhung du dinh ban dau cua hg Y tudng dang sau viec ban cheo san pham la lam cd the nam bat phan ldn hon thi trudng ngudi A A A r > tieu dung bang each dap ung nhieu hon nhu cau va mong muon ban dau cua tung khach hang Ban cheo khong phai la ban dugc nhieu hang bang mgi gia, phai biet quan tam den quyen lgi cua khach hang, phai hieu ro nhu cau cua khach hang, hieu ro tinh nang cua san pham, phai biet de xuat san pham mot each chinh xac, biet chgn thdi diem phu hgp Cd the noi, ban cheo san pham muon cdng phai cd su hoi tu cua yeu to: khach hang, san pham va ngudi ban Vi vay, cac doanh nghiep phai xay dung chien luge ban cheo san pham rieng cho minh, phai lam rd nhung van de lien quan den viec lua chgn khach hang muc tieu, den viec lua chgn san pham, dong goi san pham va khong the bd qua khau dao tao cac nhan vien ban 110 hang chuyen nghiep Ban cheo san pham thuc su la mot thi truong hua hen nhieu tiem nang phat trien, no tao nhung co hoi cho cac cong ty nganh ca phe mo rong thi phan, tang doanh thu, tri va phat trien moi quan he voi khach hang, nang cao kha nang canh tranh va gop phan khang dinh thuong hieu tren thi truong Vi the, neu cong ty ap dung ban cheo cac san pham minh dang co voi cac doanh nghiep cung nganh hoac cac nganh khac se mang lai nhung hieu qua kinh doanh mot cach het suc tich cuc 4.3.2.5 Giai phap dau tuphat trien san pham Chinh sach phat trien san pham la nen tang cua chinh sach marketing, duoc xac dinh dua tren ke hoach kinh doanh quy mo lon hon danh cho san pham moi va chien luoc marketing tong the cho moi san pham dang co cua doanh nghiep Vi vay de phat trien san pham moi, doanh nghiep can quan tam dau tu vao nhung noi dung sau : + Quan ly chat luong tong hop Viec nghien cuu thi truong va khach hang khong chi tra loi cau hoi khach hang can gi, can bao nhieu, can vao thoi diem nao, kha nang toan cua ho sao, ma phai biet ho doi hoi chat luong nhu the nao Tuy nhien su doi hoi ve chat luong cua khach hang la khong co gioi han va de quyet dinh muc dinh luong thich ung cong •> r ' ty phai nghien cuu muc chat luong cua nhung san pham canh tranh thay the Tu x r r ' xac dinh nhung yeu cau chat luong voi san xuat va dinh huong quan ly chat luong qua trinh san xuat san pham + Phat trien nhan hieu va bao bi san pham Viec lua chon nhan hieu cho san pham co y nghia quan bao dam cdng cua phat trien san pham moi Viec lua chon nhan hieu phai dam bao nhung yeu cau sau : • Phai ham y ve loi ich cua san pham • Phai ham chua y ve dinh vi • Phai ham y ve chat luong Ill • Ten nhan hieu phai de phat am va de nhd • Khong trung hoac khdng tuong tu vdi nhan hieu cua DN khac • Hop vdi phong tuc tap quan cua thi trudng muc tieu + Lua chon bao goi san pham Bao bi thuc pham phai dam bao thuc hien chuc nang : bao quan va ban hang hoa, thong tin ve hang hoa, tham my, tao nen su hap dan cua san pham vdi khach hang va chuc nang thuong mai Dau tu phat trien san pham mdi la mot noi dung dau tu quan cua doanh nghiep Khi da co mot san pham tot, uu the, co nhieu dac tinh canh tranh tren thi trudng thi gia tri cua san pham noi rieng va gia tri cua thuong hieu noi chung se duoc tang len rat nhieu Vi vay, tu khau nghien cuu nhu cau thi trudng den san xuat, thiet ke san pham mdi deu phai duoc thuc hien nhat quan va dung thdi gian, dung tien da de 4.3.3 Giai phap cho cong tac quai ty thiu tie Hien tai, doanh nghiep dang quan ly du an dau tu theo cac giai doan dau tu bao gom: giai doan chuan bi dau tu va giai doan thuc hien dau tu Tuy nhien, qua qua trinh thuc hien cac du an, viec chia cong tac quan ly giai doan nhu the chua bao dam hieu qua toi da cho du an dau tu Vi the, cong ty nen bo sung them giai doan sau dau tu de quan ly du an da di vao van hanh Tu do, rut nhung kinh nghiem de phuc vu cho cac du an sau Cong tac quan ly cua giai doan sau dau tu dong vai tro kiem soat quan cho doanh nghiep, bao dam qua trinh da thuc hien giai doan trudc duoc van hanh mot cach chinh xac Ngoai ra, doanh nghiep phai cai thien chat luong quan ly giai doan chuan bi dau tu va giai doan thuc hien dau tu Cu the : + Doanh nghiep can thue tu van tu cac chuyen gia de danh gia chinh xac tinh kha thi cua du an va xay dung du an mot cach co hieu qua nhat + Doanh nghiep can co bo chi tieu de danh chat luong thuc hien cua tung giai doan Qua do, co nhung bien phap kip thdi de hoan thien cac budc thuc hien 112 nham mang lai hieu qua toi da cho du an Ben canh quan ly du an theo cac giai doan thuc hien, doanh nghiep can quan ly du an theo cac phuong thuc khac de nang cao hieu qua cua du an Doanh nghiep co the chia du an quy md : nho, vua, ldn hoac chia theo loai du an dau tu : dau tu md rong, dau tu thay the, dau tu mdi de cd cac bien phap cu the va chinh xac cho timg loai du an khac Ban quan ly du an can phai duoc lap tu nhung chuyen gia cd kinh nghiem va cac vien chu chot cua doanh nghiep de cd the dua nhung quyet dinh kip thdi cho du an dau tu 4.4 Kien nghi, ho tro1 tir phia Nha nuoc Thuc trang san xuat - thu mua - che bien - xuat khau ca phe hien cho thay, su phat trien thieu on dinh, thang tram, khong ben vung Vi vay, Nha nudc can cd nhung chinh sach dong bo mang tinh lau dai, can co dap ung kip thdi cac yeu cau cua san xuat kinh doanh nganh hang ca phe r r t A A Ddi vdi thu mua xuat khau ca phe hien nay, can cd chinh sach dong bo: tir thu mua tam tru tdi viec xay dung doanh nghiep xuat khau ca phe cd dieu kien ve tai chinh, kho hang, kinh nghiem Khong de cac doanh nghiep bat chap dieu kien ve ngudi, ve tai chinh, co sd vat chat dua lam xuat khau ca phe nhu hien Chinh sach thu mua tam tru can duoc xay dung va thuc hien lau dai ddi vdi cac doanh nghiep tham gia ca ve ke hoach tin dung tam tru va co che tai chinh tam tru de dieu hoa san luong tieu thu nam, khong de cac nha dau tu, kinh doanh quoc phan tat ca cac khau san xuat- che bien- xuat khau Nha nudc can cd cac chinh sach thiet thuc ho tro cho hoat dong dau tu san xuat kinh doanh cua doanh nghiep nho va vira nhu: tang ty le vdn vay ngan hang phuc vu san xuat, giam thue thu nhap doanh nghiep, thuc day hoat dong va lien ket cua cac doanh nghiep hiep hoi doanh nghiep nho va vira Viet Nam de cac doanh nghiep cd the ho tro lan hoat dong san xuat kinh doanh cua 113 minh, dan gian hoa cac thu tuc hanh chinh va phap ly doanh nghiep muon lap du an dau tu mai cac doanh nghiep nganh ca phe, la cau noi cua doanh nghiep vdi cac co quan ban nganh, giup doanh nghiep noi len tieng noi va nguyen vong cua minh dong thdi dung bao ve cac doanh nghiep nganh gap kho khan Nha nudc can cd chinh sach giup cac doanh nghiep tap trung nang cao chat luong, da dang hoa san pham che bien; xay dung va khang dinh thuang hieu ca phe Viet Nam tren trudng Quoc te Khuyen khich nong dan hop tac, thuc hien viec so che ca phe thoc quy md ldn va ap dung phuang phap che bien udt, hoac ban udt doi vdi ca ca phe vdi, dam bao pham cap nguyen lieu cho cac qua trinh che bien tiep theo.Tang cudng nang luc che bien sau, khuyen khich doanh nghiep nudc va nudc ngoai dau tu che bien ca phe hoa tan, ca phe rang xay den 2017 dat san luong tir 10.000 - 15.000 tan/nam, 50% xuat khau Nang cao nhan thuc cua doanh nghiep viec xay dung thuang hieu, cung cd su tin cay ddi vdi khach hang va la cdng cu bao ve loi ich cua doanh nghiep Tren co sd cai thien chat luong san pham, nganh ca phe va tung doanh nghiep phai tich cue xuc tien viec xay dung va phat trien thuang hieu ca phe Viet Nam noi chung va cua mdi doanh nghiep noi rieng, tung budc khang dinh xuat xu va uy tin cua ca phe Viet Nam tren trudng quoc te Tiep tuc hoan thien chinh sach, ho tra xuc tien thuang mai, khuyen khich xuat khau thong qua Hiep hoi nganh hang Chuyen tir chinh sach can thiep thi trudng, tra cap xuat khau sang ho tro nham nang cao kha nang canh tranh cua ca phe tren thi trudng nudc, khu vuc va quoc te, nhu: lap cac trung tam gidi thieu san pham d nudc ngoai, tham gia hoi cho, trien lam, quang ba san pham Khuyen khich cac doanh nghiep san xuat kinh doanh ca phe lap Quy xuc tien thuang mai, Quy bao hiem nganh hang de thuc hien cac chuong trinh quang cao kich cau ca phe nudc va khac phuc rui ro san xuat - kinh doanh, dac biet trade nhung bien dong tieu cue cua thi trudng ca phe the gidi 114 KET LUAN Nhu vay, qua viec nghien cuu nhung ly luan chung ve dau tu phat trien cung vdi su phan tich, danh gia hoat dong dau tu phat trien tai Cong ty Cd phan ca phe Mocha Viet Nam thdi gian qua da cho chung ta thay duoc vai trd quan cua dau tu phat trien ddi vdi doanh nghiep Nd quyet dinh su ddi, tdn tai va phat trien cua doanh nghiep Nhd cd hoat dong dau tu phat trien ma Cdng ty Cd phan ca phe Mocha Viet Nam da khong ngtrng nang cao nang luc san xuat, md rong dia ban tieu thu, hien dai hda day chuyen cdng nghe, nang cao chat luong ngudn nhan luc Giup cdng ty giu vung va md rong duoc thi phan cua minh tren thi trudng, md rong hoat dong san xuat kinh doanh, gop phan giai quyet su thieu hut cua thi trudng Tuy nhien, ben canh nhung cdng dat duoc tdn tai nhieu han che x x yr r x hoat dong dau tu: ho so mdi thau thieu sir chinh xac, co cau dau tu chua hop ly Vi vay, de dat duoc ket qua va hieu qua cao hon hoat dong dau tu, cdng ty can nd luc hon nua Nhin nhan lai ket qua da dat duoc, danh gia xem minh da dat duoc gi va chua dat duoc gi, tir tim cac giai phap khac phuc tdi uu nhat cd the, due rut kinh nghiem cho cac du an dau tu sau Cd nhu vay thi hieu qua dau tu phat trien cua cdng ty moi cang duoc nang cao Do thdi gian nghien cuu han che, cung nhu hieu biet ve van de chua sau sac nhung vdi tinh than hoc hoi, tac gia rat mong nhan duoc nhung y kien dong gop quy bau tir cac thay, cd de de tai nghien cuu duoc hoan thien hon Tac gia xin chan cam on! 115 DANH MUC TAI LIEU THAM KHAO • • ICO Anual Report 2008-2013 Bao cao thudng nien cua Hiep hoi ca phe ca cao Viet Nam 2008-2013 (VICOFA) Nghien cuu tieu thu ca phe nudc tai Ha Noi va TP.Ho Chi Minh-Tran Thi Quynh Chi va cong su (Vien chinh sach va chien luoc phat trien NNNT) Giao trinh “Kinh te dau tu “- PGS.TS.Tu Quang Phuong, NXB Dai hoc kinh te quoc dan r r Giao trinh “Lap du an dau tu” -PGS.TS.Nguyen Bach Nguyet, NXB Dai hoc kinh te quOc dan Giao trinh “Quan ly du an dau tu”-TS.Nguyen Hong Minh, NXB Dai hoc kinh te quOc dan Luat doanh nghiep (2005) Bao cao ket qua kinh doanh cong ty CPCP Trung Nguyen 2014 Bao cao ket qua kinh doanh cong ty CPCP Bien Hoa 2014 10 Bao cao tai chinh cong ty CPCP Mocha Viet Nam 2012,2013,2014 116 PHU LUC Tinh hinh xuat khau ca phe tai Viet Nam Viet Nam tu trade den von noi tieng ve xuat khau ca phe nhung mdi dung luong (sau Brazil) va dung thu the gidi ve gia tri (sau Brazil va Colombia) Tinh den nam 2013 ca phe Viet Nam da xuat khau sang tren 70 nudc tren the gidi, cac thi trudng chu yeu la: EU 63%, My 18%, chau A 18%, Chau Uc 2% Tuy nhien phan ldn cac san luong ca phe xuat khau la ca phe nhan chiem 99,5%, xuat khau gian tiep qua cac tap doan kinh doanh ca phe ldn co van phdng tai Viet Nam nhu Chau Au thi co cac hang Newmem (Due), EDSCmen (Anh), Vol cafe (ThuyDien), Tardivat (Phap) Chau A thi co hang Itochu (Nhat Ban) va My thi co Atlantic, Cargil, Taloca Bieu Ty le xuat khau ca phe cua Viet Nam sang cac thi trudng nam 2014 Nguon: Bao cao thi truang caphe 2014-Vinacafe 117 Bang : Co* cau xuat khau ca phe cua Viet Nam Nien vu 2011/20012 Co cau Nien vu 2012/2013 San luong Ty San luong Ty (tan) (%) (tan) (%) Ca phe nhan 1003,56 99,56 1062,66 99,5 Ca phe pham 4,44 0,44 5,34 0,5 Cong 1008 100 1068 100 Nguon: Tong cong ty ca phe Viet Nam r r Tinh hinh san xuat va tieu thu caphe tren the gio'i a/ Tinh hinh san xuat ca phe San xuat ca phe tren the gidi hien tai d muc tren 145 trieu bao (tren 8,7 trieu tin) Cu the, san luong ca phe tren the gidi co xu hudng cang tang tu nam 2008 din nam 2013 da dat 145.194 trieu bao Trong do, Braxin la quoc gia san xuat ca phe ldn nhat the gidi vdi san luong 2013 dat 49.152 trieu bao chiem 33,85% san luong the gidi, theo sau la Viet Nam vdi san luong 2013 dat 27.500 trieu bao chiem 18,94% san luong the gidi , ke den la Colombia dung hang thu ba vdi san luong 2013 la 12 trieu bao, chiem 7,57% san luong the gidi 118 r Bang : San luong ca phe tren the gioi DVT: 1.000 bao ca phe nhan-60 kg/bao 2007/2008 2008/2009 2009/2010 2010/2011 2011/2012 2012/2013 Nien vu Braxin 46 494 39 470 48 095 43 484 50 826 49 152 Viet Nam 18 438 17 825 19 467 22 289 22 030 27 500 Colombia 8.664 098 523 652 10415 11 000 Indonesia 9.612 11 380 129 288 13 048 11 667 Ethiopia 949 931 500 798 233 600 Cac nudc khac 41103 39319 40351 44696 42771 39275 Tong cong 129.260 123.023 133.065 132.207 145.323 145.194 (Ngudn: ICO Annual Report) b/ Tinh hinh tieu thu ca phe Ca phe la loai uong phd bien tren the gioi Neu nam 1947 tong luong tieu thu cua the gidi la 27,6 trieu bao thi den tong luong tieu thu tren the gidi da tang len dang ke, udc nam 2008 dat 129,898 trieu bao va 2009 dat 132,432 trieu bao, tang 4,7 lan so vdi nam 1947 Su tang trudng kha on dinh, day la dieu kien thuan loi cho nganh ca phe Viet Nam phat trien Mac du, su tang trudng nhu cau tieu thu kha on dinh nhung yeu cau ve chat luong ca phe the gidi cang cao hon la ca phe duoc che bien sau, san pham da dang hon Bang ; Tieu thu ca phe tren the gioi DVT: 1.000 bao ca phe nhan-60 kg/bao Khu virc Tay Au 2008 2007 2009 2006 2004 2005 2002 2003 2001 36.491 36.562 36.234 36.646 36.078 36.337 36.045 36.132 36.409 34.715 34.444 34.296 34.586 34.317 34.456 34.723 34.794 34.878 8.728 9.185 9.564 10.110 11.165 11.731 12.239 12.747 13.315 25.197 25.467 26.108 27.177 27.533 27.793 28.311 28.668 29.098 -My 19.139 19.221 19.705 20.635 20.851 20.973 21.300 21.513 21.728 Nam My 16.993 17.144 17.333 18.335 19.437 20.345 21.455 22.351 22.983 18.103 1.661 18.368 1.692 -EU15 (European Union 15) Dong Au Bac Trung My 13.550 1.275 13.825 1.200 13.950 1.250 14.770 1.425 15.745 1.513 16.510 1.557 17.400 1.596 Chau Phi Trung Dong 2.945 6.205 3.041 6.533 3.117 6.735 3.128 7.108 3.232 7.293 3.305 7.459 3.321 7.506 3.377 7.920 3.426 8.052 -An Do 1.161 1.219 1.273 1.300 1.321 1.399 1.504 1.707 1.780 13.845 14.260 14.837 15.477 15.970 16.648 17.514 18.272 18.913 -Nhat Ban -Indonesia - Viet Nam 6.901 1.451 492 6.819 1.541 584 6.978 1.618 771 7.205 1.797 844 , 7.255 1.963 891 7.315 2.150 954 7.397 2.398 1.042 7.448 2.689 1.190 7.482 2.961 1.250 Tong cong 110.332 111.762 113.774 117.674 120.707 123.515 126.837 129.898 132.432 -Braxin -Colombia Chau A TBD (Nguon: NKG Statistical Unit Quarterly Report, Neumann Kaffee Gruppe)