Nâng cao hiệu quả kinh doanh sản phẩm thép của công ty cổ phần tập đoàn hoà phát

TRUONG DAI HOC KINH TE QUOC DAN DO THI• _ HOA LIEN '_ _ _ DAI HOC KTQD TT THdNGTINTHl/VIEN PHONG LUAN AN • TU LIEU NANG CAO HIEU QUA KINH DOANH SAN PHAM THEP CUA CONG TY CO PHAN TAP DOAN HOA PHAT Chuyen nganh: QUAN TRI KINH DOANH CONG NGHIEP VA XAY DUNG LUAN VAN THAC SY QUAN TRI KINH DOANH NGUQl HUONG DAN KHOA HOC: PGS.TS NGUYEN VAN PHUC fflS: Ha noi, 2009 Tru'd'rig Dai hoc Kinh te Quoc dart Khoa Quan tri Kind doanh MUC LUC • • Trang Danh muc bang, so’ r Tom tat luan van PHAN MO DAU CHU0NG 1; LY LUAN CO BAN VE HIEU QUA KINH DOANH CUA DOANH NGHIEP 1.1 Ban chat hieu qua kinh doanh cua doanh nghiep $ 1.2.1 Khai niem hieu qua kinh doanh cua doanh nghiep 1.1.2 Cac each tiep can doi vdi hieu qua kinh doanh cua doanh nghiep 1.1.3 Mot so chi tieu danh gia hieu qua kinh doanh $ 1.2 Vai tro cua viec nang cao hieu qua kinh doanh doi veri doanh 19 nghiep r 1.3 Cac nhan to anh huong toi hieu qua kinh doanh cua doanh nghiep 20 21 r 1.3.1 Nhom nhan to ben doanh nghiep 1.3.2 Nhom nhan to ben ngoai doanh nghiep CHUONG 2: THUC TRANG KINH DOANH VA HIEU QUA KINH DOANH SAN PHAM THEP CUA CONG TY CO PHAN TAP • DOAN HOA PHAT 2.1 Khai quat chung ve Cong ty cd phan tap doan Hoa Phat 33 2.1.2 Qua trinh hinh va phat trien 33 2.1.2 Co cau to chuc bo may quan tri ^6 2.1.3 Cac linh vuc kinh doanh cua Cong ty 38 r 2.1.4 Ket qua hoat dong kinh doanh cua Cong ty Luan van thac sy 39 Do Thi Hoa Lien r r Trud'ng Dai hoc Kinh te Quoc dart Khoa Quan tri Kinh doanh 2.2 Tinh hinh kinh doanh san pham thep cua Cong ty co phan tap 44 doan Hoa Phat nhung nam viia qua 2.2.1 Dac diem san pham thep va thi truong doi vdi cac san pham thep cua Cong ty co phan tap doan Hoa Phat 2.2.2 Vai tro, vi tri cua san pham thep Cong ty co phan tap doan Hoa Phat 7 Z 2.2.3 Ket qua kinh doanh san pham thep cua Cong ty co phan tap 49 doan Hoa Phat 2.3 Thuc trang hieu qua kinh doanh san pham thep cua Cong ty 61 co phan tap doan Hoa Phat 2.3.1 Phan tich thuc trang hieu qua kinh doanh san pham thep cac loai cua Cong ty co phan tap doan Hoa Phat 2.3.2 Phan tich thuc trang hieu qua kinh doanh cua tung loai san pham thep cua Cong ty , , ’76 2.3.3 Anh huong cua cac nhan to den hieu qua kinh doanh san pham thep cua Cong ty co phan tap doan Hoa Phat 2.3.4 Danh gia chung ve hieu qua kinh doanh san pham thep cua Cong 89 ty co phan tap doan Hoa Phat CHUONG 3: GIAI PHAP NANG CAO HIEU QUA KINH DOANH SAN PHAM THEP CUA CONG TY CO PHAN TAP DOAN HOA PHAT 3.1 Muc tieu, phuong huong cua Cong ty thoi gian toi 94 3.1.1 Muc tieu cua Cong ty den nam 2015 ^4 3.1.2 Phuong huong cua Cong ty nhung nam toi 95 3.2 Giai phap nang cao hieu qua kinh doanh san pham thep cua 98 Cong ty co phan tap doan Hoa Phat 3.2.1 Nhom giai phap nham giam chi phi kinh doanh Luan van thac sy 101 Do Thi Hoa Lien r r Truong Dai hoc Kinh te Quoc dan \ Khoa Quan tri Kinh doanh r 3.2.2 Nhom giai phap nham tang ket qua kinh doanh 104 3.2.3 Nhom giai phap lam tang ket qua nhanh hon tang chi phi 115 KET LUAN 118 Luan van thqc sy Do Thi Hoa Lien r r Khoa Quan tri Kinh doanh Truong Dai hoc Kinh te Quoc dan DANH MUC BANG, SO DO Trang Ser 2.1: Co cau bo may quan tri cua cong ty Co Phan tap doan Hoa Phat 37 Bang 2.1: Ket qua kinh doanh cua Cong ty co phan tap doan Hoa Phat 40 Bang 2.2: Mot so chi tieu ke hoach cua Cong ty co phan tap doan Hoa Phat (2006-2008) Bang 2.3: Mot so chi so tai chinh cua Cong ty cd phan tap doan Hoa 42 Phat (2006-2008) Hinh ve 2.1 Sir bien dong cua ROE va ROA (2006 - 2008) 42 Bang 2.4: Ty ve doanh thu cua cac linh virc kinh doanh cua Cong ty co phan tap doan Hoa Phat 47 Hinh ve 2.2.Ty loi nhuan cua san pham thep cua Cong ty co phan tap doan Hoa Phat( 2006 -2007) Hinh ve 2.3.Ty loi nhuan cua san pham thep cua cong ty nam 2008 O r \ Bang 2.5: Ket qua kinh doanh san pham thep cua Cong ty co phan tap doan Hoa Phat (2004 - 2008) Hinh ve 2.4: San luong thep xay dung tieu thu nam 2004-2008 r ? ■> Bang 2.6: Ket qua kinh doanh san pham thep xay dung Cong ty co phan tap doan Hoa Phat (2004-2008) Bang 2.7: Ket qua kinh doanh san pham ong thep cac loai cua Cong ty (2004 -2008) Bang 2.8: Ket qua kinh doanh thuerng mai thep va phe lieu cua Cong ty cd phan tap doan Hoa Phat (2004-2008) Luan van thac sy Dd Tlti Hoa Lien Khoa Quan tri Kinh doanh i r a Hinh ve 2.5: Sir thay doi doanh thu thuan va lpi nhuan sau thue cua san pham thep cac loai o Cong ty (2004 -2008) r t Bang 2.9: Mot so chi tieu phan anh hieu qua kinh doanh san pham thep cac loai cua Cong ty co phan tap doan HP Hinh ve 2.6: Ty suat lpi nhuan sau thue cua san pham thep cua Cong ty va trung binh cua nganh thep qua cac nam (%) Hinh ve 2.7: Cac chi tieu ROA va ROE cua thep Hda Phat va trung binh nganh thep nam 2007-2008 r a t Hinh ve 2.8 Doanh thu thuan, lpi nhuan sau thue cua san pham thep xay dung cua Cong ty (2004-2008) Bang 2.10: Mot so chi tieu phan anh hieu qua kinh doanh san pham thep xay dung cua Cong ty r 't r Hinh ve 2.9: Ty suat lpi nhuan sau thue cua thep xay dung va san pham thep cac loai cua Cong ty (2005-2008).(%) a r i r Hinh ve 2.10: Doanh thu thuan, lpi nhuan sau thue san pham ong thep cua Cong ty ( 2004-2008) r r Bang 2.11: Mot so chi tieu phan anh hieu qua san xuat kinh doanh san r pham ong thep cac loai cua Cong ty Hinh ve 2.11: Su tang truong cua doanh thu va lpi nhuan sau thue cua san pham ong thep cac loai (2004-2008) (%) Bang 2.12: Mot so chi tieu phan anh hieu qua kinh doanh thuong mai thep va phe lieu cua Cong ty co phan tap doan Hoa Phat Hinh ve 2.12: Ty doanh thu va lpi nhuan trung binh theo co cau san pham thep xay dung cac nam 2004-2008 Hinh ve 2.13: Ty doanh thu va lpi nhuan trung binh theo co cau •> r san pham thep ong thep cac nam 2004-2008 Bang 2.13 : Co cau lao dong tir nam 2005-2008 Luan vein thac sy Do Thi Hoa Lien 61 Tru'dng Pai hoc Kinh te Quoc dan Khoa Quan tri Kinh doanh Bang 2.14: Bang tong hop chi phi kinh doanh tu nam 2004-2008 z Bang 3.1: Bang so lieu cac chi tieu phan dau cua Cong ty tu nam 2009 r r r x 88 r den nam 2015 ve san xuat kinh doanh thep cac loai 95 Bang 3.2: Du- kien doanh thu cua mot so loai san pham thep nam 2009 2012 r r *> Bang 3.3: Du kien loi nhuan cua mot so loai san pham thep nam 2009 - 107 108 2012 r r Bang 3.4: Hieu suat su dung may moc thiet bi sau da dang hoa san 109 pham Bang 3.5: Du kien mot so thi trudng can mo rong nhung nam tdi Luan van thac sy 115 Do Thi Hoa Lien TRUONG DAI HOC KINH TE QUOC DAN DO THI HOA LIEN NANG CAO HIEU QUA KINH DOANH SAN PHAM THEP CUA CONG TY CO PHAN TAP DOAN HOA PHAT Chuyen nganh: QUAN TRI KINH DOANH CONG NGHIEP VA XAY DUNG LUAN VAN THAC SY QUAN TRI KINH DOANH TOM TAT LUAN VAN THAC SY • Ha noi, 2009 • i r r Khoa Quan tri Kinh doanh Dai hoc Kinh te Quoc dan LOI Md DAU Tinh cap thiet cua de tai Trong co che thi truong, nang cao hieu qua kinh doanh luon la muc tieu quan nhat doi vdi moi doanh nghiep Kinh doanh dat hieu qua cao cho r \ \ phep doanh nghiep thuc hien tai san xuat theo chieu rong, chieu sau, va dong gop cang nhieu cho ngan sach Nha nude Trong nhung nam vua qua, cac doanh nghiep san xuat va kinh doanh san pham thep cua nude ta hoat dong dat duoc nhung ket qua nhat dinh song gap nhieu kho khan van de hieu qua kinh doanh, cd Cong ty co phan tap doan Hoa Phat Xuat phat tu thuc tien toi xin lua chon de tai: “Nang cao hieu qua kinh doanh san pham thep cua Cong ty co phan tap doan A Hoa Phat” lam de tai luan van thac sy Ket cau cua luan van a > r a Ngoai phan md dau, ket luan, danh muc tai lieu tham khao, luan van gom chuong: A Chuong 1: Li luan co ban ve hieu qua kinh doanh cua doanh nghiep Chuong 2: Thuc trang kinh doanh va hieu qua kinh doanh san pham thep cua Cong ty co phan tap doan Hoa phat Chuong 3: Giai phap nang cao hieu qua hoat dong kinh doanh san pham thep cua Cong ty co phan tap doan Hoa Phat Tom tat Luan van thac sy Do Thi Hoa Lien r ii r Khoa Quan tri Kinh doanh Truong Dai hoc Kinh te Quoc dan CHITONG 1; LY LUAN CO BAN VE HIEU QUA KINH DOANH CUA DOANH NGHIEP 1.1.Ban chat hieu qua kinh doanh cua doanh nghiep 1.1.1 Khai niem hieu qua kinh doanh cua doanh nghiep Co rat nhieu quan niem khac ve hieu qua kinh doanh cua doanh r > r nghiep song cung thong nhat cho rang: Hieu qua kinh doanh la pham tru kinh quan ly noi chung va dat dupe cac muc tieu ma doanh nghiep xac dinh Hieu r r qua kinh doanh bieu hien moi tirong quan giua ket qua ma doanh nghiep dat dupe vdi chi phi doanh nghiep bo de dat dupe ket qua va moi quan he giua ket qua va su van dong cua chi phi tao no dieu kien nhat dinh 1.1.2 Cac each tiep can doi voi hieu qua kinh doanh cua doanh nghiep Viec phan loai hieu qua kinh doanh la co so de xac dinh cac chi tieu hieu qua kinh doanh , phan tich hieu qua kinh doanh va xac dinh cac bien phap nang cao hieu qua kinh doanh cua doanh nghiep Hieu qua kinh doanh dupe phan loai: Hieu qua kinh te ca biet va hieu qua kinh te quoc dan; Hieu qua chi phi bo phan va hieu qua chi phi tong hop; Hieu qua tuyet doi va hieu qua so sanh 1.1.3 Mot so chi tieu danh gia hieu qua kinh doanh 1.1.3.1 Cac yeu cau co1 ban viec danh gia hieu qua kinh doanh cua doanh nghiep Khi danh gia hieu qua kinh doanh cua doanh nghiep can quan triet mot so yeu cau nhu: Danh gia hieu qua kinh doanh phai danh gia ca ve mat dinh tinh va dinh lupng; Danh gia hieu qua kinh doanh phai xem xet ca lpi ich cua doanh nghiep, lpi ich cua xa hoi va nguoi lao dong; Danh gia hieu qua kinh Tom tat Luan van thac sy Do Thi Hoa Lien 106 r r Khoa Quan tri Kinh doanh Trudng Dai hoc Kinh te Qudc dan gia thanh, nang cao nang lire canh tranh Trudc mat, voi cac san pham ton r ' gia re de tiep tuc qua trinh san xuat kinh doanh Thay doi co cau san pham phai theo huong mang lai hieu qua cao khong r r _ nhung trudc mat ma ca nhung nam tiep theo Trong nhung nam qua d Cong ty cac san pham dupe dua thi trudng deu da dap ung duoc nhu cau khach hang, mang lai doanh thu va lpi nhuan cho Cong ty, nhien di vao xem xet cu the tirng loai san pham d Cong ty ta thay hieu qua kinh doanh la khac r r nhau, cd nhung mat hang ty suat doanh thu cao nhung ty suat lpi nhuan lai r khong cao va ngupc lai, vi vay doanh nghiep nen thay doi lai co cau san pham theo hudng mang lai hieu qua cao nhat cho doanh nghiep, de canh tranh nen kinh te hoi nhap cang sau va rong hien Co cau san pham se dieu chinh dua tren su on dinh phat trien cua san pham qua khtr cung nhu tren co sd du bao ve doanh thu va lpi nhuan tuong lai cua cac dong san pham Do do, nhung nam tdi, tren co sd tim hieu va phan tich nhu cau thi trudng (qua bang du kien doanh thu va lpi nhuan cac san pham thep), cung r nhu dua vao nang luc thuc te cua cac Nha may phoi va Nha may can thep, dac r r a r biet tren co sd phan tich co cau san pham d phan nhan to anh hudng den hieu qua kinh doanh thep cua Cong ty, Cong ty nen dieu chinh lai co cau san pham, tang ty san xuat thep cay de dem lai ty lpi nhuan nhieu hon cho Cong ty Mat khac nganh hang ong thep cua Cong ty, nhung nam a r r tdi nen dieu chinh viec san xuat kinh doanh san pham ong thep cho dat hieu qua cao hon, cu the la tang san lupng san xuat ong ma va vat lieu thep Ngoai ra, Cong ty cung nen co cau lai san pham theo hudng san xuat nhung san pham cap cao thay cho nhung san pham cap trung nhu hien nay, bdi vi de dap A A A ung nhu cau cang cao cua xa hoi, cung nhu de hoi nhap vao nen kinh te Luan vdn thac sy Dd Thi Hoa Lien 107 Khoa Quan tri Kinh doanh the gioi A r Bang 3.2: Du kien doanh thu cua mot so loai san pham thep nam 2009 -2012 1011 Luong Ty (Ty dong) (%) 2012 Luong Ty (Ty dong) (%) Mat hang 2009 Luong Ty (Ty dong) (%) 2010 Luong Ty (Ty dong) (%) Thep cay 1.300 30% 2.500 42% 3.500 47% 4.500 45% Thep cuon X Ong den 1.600 36% 1.500 25% 1.500 20% 2.000 20% 420 9,5% 450 7,5% 500 6,5% 500 5,5% Ong ma 350 8% 500 8% 800 10,5% 1.000 10% 230 5% 350 6% 400 5% 450 4,5% 540 11,5% 700 11,5% 800 11% 1.550 15% 4.400 100% 6.000 100% 7.500 100% 10.000 100% Vat lieu thep Tong T - ' - ■ - - (Nguon: Cong ty co phan■ tap doan Hoa Phat) r \ Nhu- vay, thep cay, thep cuon chiem ty cao ve doanh thu o cac nam tu 2009-2010, sau den ong den va ong thep ma thep Dieu cho thay su 9 < phat trien cua cac loai san pham thep Tuy nhien, ket hop du kien ty suat loi nhuan dat duoc o cac loai san pham thep bang 3.3, cung voi ty doanh thu va loi nhuan theo co cau san pham o Cong ty nam nam qua ta thay nhung nam toi Cong ty nen thay doi lai co cau san pham theo huong: tang ty san xuat thep cay, ong ma va vat lieu thep vi nhung san pham mang lai cho Cong ty mot ty loi nhuan lon hon Luan van thac sy Do Thi Hoa Lien 108 r Trud'ng Dai hoc Kinh te Qudc dan f Khoa Quan tri Kinh doanh Bang 3.3: Du’ kien loi nhuan cua mot so loai san pham thep nam 2009 2012 2009 Luong Ty (Ty dong) (%) Mat hang 1011 Luong Ty (Ty d6ng) (%) 2010 Luong Ty (Ty dong) (%) 2012 Luong Ty (Ty dong) (%) Thep cay 1.300 40% 2.500 52% 3.500 57% 4.500 53% Thep cuon 1.600 26% 1.500 15% 1.500 10% 2.000 12% Ong den 420 7,5% 450 5,5% 500 5,5% 500 4,5% Ong ma 350 9% 500 10% 800 11,5% 1.000 12% Vat lieu 230 6% 350 7% 400 7% 450 5,5% 540 11,5% 700 10,5% 800 9% 1.550 13% 4.400 100% 6.000 100% 10.000 100% thep Loai khac Tong 100% 7.500 (Nguon: Cong ty cd phan tap doan Hoa Phat) • Nghien cuu phat trien san pham moi r vu nganh cong nghiep dong tau, san xuat ong thep, co the ung dung A r ’ - nganh cong nghiep otova che tao co Nhu vay, day nhanh tien khu gang r thep Hoa Phat se giup Cong ty,tiet kiem chi phi,md rong quy mo, nang cao kha nang canh tranh giai doan nen kinh te phuc hoi sau khung hoang • Thuc hien cac bien phap Marketing Thuc hien chien lupc md rong kinh doanh, Hoa Phat da lap Cong ty co phan thep Hoa phat vdi chuc nang trien khai du an xay dung nha may phoi thep va thep xay dung Hoa Phat tai Kinh Mon Hai Duong Du an chinh Luan van thac sy Dd Thi Hoa Lien 111 r r Khoa Quan tri Kinh doanh Truong Pai hoc Kinh te Quoc dan thuc di vao hoat dong nam 2009 se nang cao tinh canh tranh cua dong thep xay dung - mot nganh hang the manh cua Cong ty tren thi truong noi dia, dap ung nhu cau phat trien cua Cong ty giai doan moi Du kien san luong thep cua toan Cong ty se tang gap doi so voi hien nay, thi truong nuoc theo vien nghien cuu chien luoc Bo Cong Thuong den nam 2020 r x nhu cau thep cua Viet Nam vao khoang 22 trieu tan Theo quy hoach da duoc r \ Thu tuong Chinh phu phe duyet den 2010 nhu cau thep cua Viet Nam khoang 10-11 trieu tan Nhu vay voi so luong du an dang co va du bao nhu cau thi 10 nam nua Viet nam cung chi can 1-2 lien hop luyen thep la du The nhung nhung thang vua qua lai co hang loat du an xay dung nha may thep vao nuoc ta voi tong von dang ky tri gia nhieu ty USD Hien nuoc ta dang co du an lon co hang ty la, du an lon nhat la Khu lien hop thep Ca Na tai Ninh Thuan voi so von 9,8 ty USD lien doanh giua Vinashin va tap doan Lion (Malaysia) dau tu, thu den la du an Formosa (Dai Loan) dau tu vao Ha Tinh tri gia 7,8 ty USD, Du an cua tap doan Tycoons va E-United (Dai Loan) tai khu kinh te Dung Quat ty USD Day la chua ke hai du an r x r x r khong lo cua Posco (Han Quoc) va Tata (An Do) dang cho cap giay phep r r Neu cac dir an tren day duoc thuc hien dung tien thi vao nam 2020 Viet r r x x r Nam se co tren 40 trieu tan thep, gap 1,5 lan nhu cau cua dat nuoc Khong A X hieu thep lam co tim duoc dau hay khong? do hon luc nao het cong tac Marketing cua Cong ty thoi gian toi can dac biet duoc chu - Tang cuong hoat dong nghien cuu thi truong va ngoai nuoc nham tim ' r r x * t r kiem thi truong xuat khau, tiep can khach hang bang moi hinh thuc truc tiep hoac gian tiep, dac biet cac khach hang la don vi, cong ty, xi nghiep, nha may co giay phep dau tu san xuat hoac co nhu cau xay dung phat trien co so tang - Hoan thien chinh sach san pham ve mau ma, kieu dang, quy cach va chat Luan van thac sy Do Thi Hoa Lien Khoa Quan tri Kinh doanh luong san pham bang each cai tien quy trinh cong nghe, thiet ke khuon mau A day manh viec quang ba thuong hieu Tat ca cac san pham thep Hoa Phat phai dat cac tieu chuan qudc te nhu ISO 9.000, ISO 9001 : 2000, ISO 14.000 Dieu se giup cho nganh hang thep Hoa Phat nhieu thuan loi tham gia r hoat dong xuat khau - Hoan thien chinh sach gia cho phu hop vdi muc canh tranh gia tren thi trudng nudc va ngoai nudc Viec xac dinh gia ban san pham phai phu r hop vdi tirng khu vuc tren thi trudng, phu hop vdi tung doi tuong khach hang la to chuc hay ca nhan va gia ban the hien duoc kha nang canh tranh tot De r x f > thuc hien dieu nay, Cong ty phai thuc hien tiet kiem triet de, bang each cai r r tien quy trinh san xuat, quy trinh quan ly, lam viec, quy trinh ban hang cho X that phu hop, nham gia san pham thep nhung nam tdi, de tang kha nang canh tranh bang gia tren thi trudng nudc cung nhu the gidi - Dieu chinh lai kenh phan phoi, he thong cac dai ly ban hang cho hieu qua Co cac chinh sach, bien phap dong vien cac dai ly, cac nha phan phoi r x nang cao doanh thu Manh dan cat hop dong cac dai ly kinh doanh khong hieu qua, thudng xuyen vi pham cac quy dinh hop dong dai ly Hien nay, tren thi trudng cac doanh nghiep dang su dung mot hai hinh thuc tieu thu san pham nhu sau: r + Phuong thuc tieu thu san pham thep qua he thong true thuoc Cong ty luon dam bao duoc loi ich chung cua toan Cong ty, tat ca cac kenh ban hang theo he thong deu nam vong cuong toa cua Cong ty, nd phai thuc hien dung nhung quy dinh cua Cong ty ve chinh sach gia ban, chinh sach khuyen x r mai, muc du tru hang hoa de can doi cung - cau tren thi trudng Nhuoc x r x x r diem cua phuong thuc la phat sinh qua nhieu dau mdi, co nhieu mdi quan X X X X he chong cheo, bo may to chuc cong kenh, chi phi dau tu xay dung co sd vat chat rat ldn, chi phi luu thong tieu thu cao, gay su canh tranh noi bo, lam Luan vdn thac sy Do Thi Hoa Lien 113 Trudng Dai hoc Kinh te Quoc dan Khoa Quan tri Kinh doanh giam kha nang canh tranh cua toan Cong ty < a a + He thong tieu thu qua cac Nha phan phoi da tao duoc dieu kien thuan loi cho A viec xa hoi hoa qua trinh tieu thu san pham, no phu hop vdi quy mo san xuat ldn dai cong nghiep; ngudi san xuat khong phai dau tu nhieu von cho viec xay dung co sd vat chat he thong cua hang, kho tang cua khau tieu thu Tieu thu qua he thong lam giam nhieu chi phi cua qua trinh tieu thu san pham; giam bdt duoc rat nhieu dau moi, giam bdt duoc nhieu moi quan he giua Cong ty san xuat thep vdi cac khach hang; tao duoc dieu kien tot de ung dung cong nghe thong tin vao qua trinh kinh doanh Mat khac, co kha nang huy dong cac r ft nha phan phoi hoat dong co hieu qua nhat cong viec tim kiem va khai thac thi trudng Chinh vi vay, ma phuong thuc mang lai hieu qua kinh te A cao, nang cao kha nang canh tranh cho Cong ty Tuy nhien, he thong khong nam vong cuong toa cua Cong ty cho nen da boc lo nhung han che khong nho Cac nha phan phoi luon co y thuc tim kiem loi nhuan toi da, vi vay viec hinh gia ca d giai doan tu nha phan phoi den ngudi tieu dung cuoi cung Cong ty kho co the kiem soat duoc, nhat la vao nhung luc nhu cau thi trudng tang cao Hoa Phat, dang thuc hien phan phoi san pham bang kenh thu hai la qua cac nha phan phoi, do Cong ty can rat chu y den nhung han che cua loai A 9 A A kenh phan phoi de kiem soat tot hon gia ca cung nhu chat luong san de dap ung tot hon nhu cau thi trudng Ngoai ra, mot nhung yeu cau nang cao kha nang canh tranh de hoi nhap la viec hien dai hoa qua trinh tieu thu san pham d Cong ty co phan tap doan Hoa Phat Trong boi canh canh tranh khoc liet cac doanh nghiep lien tuc dua cac chinh sach khuyen mai, giam gia san pham nham kich cau tieu dung, Cong ty co phan tap doan Hoa phat can luon chu nghien cuu thi trudng de dua nhung chinh sach phu hop giu vung thi phan va nang cao suc canh tranh Bo phan kinh doanh cung Luan van thac sy Do Thi Hoa Lien 114 Khoa Quan tri Kinh doanh quan triet cac quy che chinh sach cua Cong ty toi tung dai ly, dua cac bien phap thuc day tung khu vuc thi truong vdi dinh hudng giu vung thi trudng / A A e \ A mien Bac, day manh thi trudng mien Trung va mien Nam Dong thdi, Cong ty ' r tang cudng nang luc cua he thong dai ly, phat trien cac nha phan phoi thep chuyen nghiep, nang cao sue canh tranh tren thi trudng - Dieu chinh lai cac hoat dong tiep thi, xac dinh lai cac hoat dong quang cao, khuyen mai, tham gia hoi cho, trien lam gioi thieu san pham, marketing true tiep, hoat dong quan he cong chung, xem hoat dong tiep thi nao hieu qua giai doan hien thi tap trung tien hanh - Xac dinh lpi the so sanh canh tranh cua san pham thep cua Cong ty vdi mot r r r r f so quoc gia khac nhu Han Quoc,Trung Quoc, Malaysia Can cu vao lpi the canh tranh de phat huy, nang cao nang luc canh tranh san pham thep Viet Nam noi chung, thep Hda Phat noi rieng - Nham thuc hien day manh xuat khau, Thep Hda Phat tang cudng tiep xue doi tac, gioi thieu san pham moi day manh tai cac thi trudng truyen thong nhu Lao, Campuchia, Anh, cac nudc Trung Dong va md rong thi trudng chau Phi Cong ty cung tap trung trien khai cac chinh sach ho tro he thong phan phoi tai thi trudng Lao, Campuchia A < A - Phat trien thi trudng tai cac khu vuc cd nhieu tiem nang nhu Thai Nguyen, Vinh, thi trudng phia Nam r r a - Thanh lap them cac dai ly d cac tinh phia Bac, ky them nhieu dai ly cap d cac dia ban moi tang cudng tiep thi vao thi trudng truyen thong.Trong hai nam 2009-210, Cong ty can ky them mot so dai ly cap mot d Da Nang, Tay Nguyen, Vinh Tong cong so dai ly cap mot ky them d ba dia diem la 30 dai ly r r - Xay dung nhung chinh sach phu hpp va tiep tuc bao dam cung cap du hang va dung tien cho cac du an ldn Luan van thac sy Dd Thi Hoa Lien 115 Khoa Quan tri Kinh doanh A r A r A Bang 3.5: Du- kien mot so thi truong can md’ rong nhung nam tdi TT 2009 Thi truong 2012 2011 2010 Thi trudng nudc Cac tinh Tay Bac Khu vuc mien Trung Khu vuc mien Nam X X X X X X X X X X X X X X X X Thi trudng nudc ngoai - Lao - Campuchia - Trung Dong X X - Thi trudng Chau Phi — - - - - (Nguon: Bao cao ke hoach chien lucre phat trien kinh doanh cua Cong ty) 3.2.3 Nhom giai phap nham tang ket qua kinh doanh san pham thep nhanh hon tang chi phi r Hien dai hoa cong nghe san xuat • Dau tu manh cho cong nghe san xuat hien dai, tap trung dau tu chieu sau vao cong tac doi mdi cong nghe - Dau tu may due dong vdi san pham phoi due 130 *130 va 150 *150 - Nha may Ong thep (thuoc Cong ty Ong thep Hoa Phat) can dua vao van hanh may cat xe ton Model IC 250 cong suat ldn Day la mot nhung loai ? < A may cat xe ton hien dai tai Viet Nam hien de bo sung va thay the mot phan loai may cat cong suat thap hon trudc day Loai may cd nhieu uu diem so vdi loai may cat cu nhu cd the cat xe loai ton cuon nang hon 25 tan, be rong r r r r 1,6m, day cat ton tu 0,5 - 6mm, cong suat ldn vdi toc cat 80m/phut Nha Luan vdn thac sy Do Thi Hoa Lien 116 Khoa Quan tri Kinh doanh Trwdng Dai hoc Kinh te Quoc dan may cung nen nhap khau them loai xe nang, cau truc tai 25 tan de nang r r y r may qua trinh cat, xe boi vi may cat xe ton cong suat lon gop phan tang r r cuong chat luong ton cat, nang cao kha nang canh tranh cung nhu1 giup Nha nghe tien tien, he dieu khien phan tan tren nen PLC Moi PLC co chuc nang xu ly tung cong doan nhu lo nung, gia can, may cat phan doan, tao cuon, hoan yr r thien thep va thep day, tat ca PLC deu duoc noi mang voi va voi A AZ cac phong dieu khien tao mot day chuyen san xuat lien tuc voi muc tu dong hoa 100% - Cong ty nen trang bi day chuyen uon ong hien dai hon voi cong nghe tien r za z z tien cua Chau Au de nang cao chat luong cung nhu chung loai ong thep z Nhu vay, voi viec trang bi cong nghe san xuat thep hien dai se dem lai Z Z A cho Cong ty nhung san pham voi chat luong tot dap ung nhu cau da dang, phong phu cua nguoi tieu dung, dong thoi lam tang nang suat, tao moi truong lam viec khong o nhiem cho nguoi lao dong do ket qua dat duoc ve Z A lau dai se cao hon muc chi phi bd de dau tu cong nghe san xuat hien dai Dam bao moi truong lam viec tot cho nguoi lao dong • A Z A A - Khi dau tu xay dung nha may san xuat thep, Cong ty can nghien cuu ky ve quy trinh cong nghe luyen, can, keo thep va qua trinh xu ly cac dang chat thai Z A z Quy trinh cong nghe phai dam bao cac yeu to ve suc khoe nguoi lao dong, AZ A phai dam bao cac yeu cau that tot, dung qui dinh ve moi truong nhu la thai, nuoc thai, phe lieu - Xay dung cac bo phan thuc hien hoat dong kiem tra, giam sat thuong xuyen ve moi truong qua trinh luyen , keo thep Luan van thac sy Do Thi Hoa Lien 117 r r ^rudri^Dg^hQC^Kinh^e^uoc^dar^^^^^^^Kho^Quari^ri^inhdoan^ Moi trirang lam viec se giup ngudi lao dong co du sue khde de lam viec, nang suat, chat luong cong viec se dupc dam bao do ve lau dai se mang lai hieu qua cao cho Cong ty • Nang cap quy trinh quan tri hien dai huong theo chuan muc cua cac Cong ty da quoc gia - Cong ty nen co cau lai hoat dong va bo may to chuc de phat huy sue manh tong hpp sau hpp nhat va nen ap dung he thong ERP - giai phap quan tri doanh nghiep nham chuyen nghiep hda hoat dong cua Cong ty, nang cao hieu qua quan ly doanh nghiep -> A A -Tap trung phat trien nguon nhan luc cung vdi viec xay dung mot nen van hda doanh nghiep moi Q A - Chu dung muc cong tac phat trien nguon nhan luc thong qua dao tao, bo tri va danh gia can bo mot each phu hpp theo kha nang quan tri doanh nghiep va kha nang quan ly kinh doanh - Hoan thien cong tac tuyen dung, dao tao quan ly va su dung nguon nhan luc cho that hieu qua - Tiep tuc nang cao trinh quan ly, chuyen mon ky thuat cho cac luc lupng quan ly tre bang cac hinh thuc dao tao tai cho, dao tao tai cac trudng dai hoc va ngoai nudc Cong ty can cd nhieu chinh sach dinh hudng cho dpi ngu A can bo nhan vien cua Cong ty di dao tao d nudc ngoai, hoc hoi kinh nghiem ve chuyen giao cong nghe tu nhung nudc tien tien - Xay dung chinh sach dai ngo, thu hut nhan tai mot each cu the ve vat chat, tinh than nhu chinh sach phuc lpi, thu nhap, thang tien, dao tao nang cao Luan van thac sy Do Thi Hoa Lien 118 Khoa Quan tri Kinh doanh Truong Dai hoc Kinh te Qudc dan KET LUAN r r > Qua hern 10 nam chuyen doi nen kinh te, den Viet nam da tao duoc A A , nhieu dieu kien thuan lgi cho cac doanh nghiep phat huy quyen doc lap tir chu hoat dong kinh doanh, do thuc day cac doanh nghiep nang cao hieu r A A A qua kinh doanh Tuy nhien, nen kinh te nhieu phan, canh tranh vua la dong luc vua la trd ngai buoc cac doanh nghiep phai tu hoan thien moi mat de nang cao hieu qua kinh doanh cua minh Do vay, nang cao hieu qua kinh < A / doanh khong chi la van de cua tat ca cac doanh nghiep d Viet nam ma no la van de cap thiet cua Cong ty co phan tap doan Hda Phat Hoa Phat la mot tap doan kinh te tu nhan hoat dong chu yeu linh vuc cong nghiep, nang cao hieu qua kinh doanh cang co y nghia, nham nang cao hieu qua theo quy A r A A mo, nhanh thu hoi von, tao nhieu loi ich cho cac co dong, gop phan tich cue r a r vao su tang truong nen kinh te dat nudc De dong gop mot phan vao viec thuc hien nang cao hieu qua kinh doanh san pham thep cua Cong ty, luan van da di vao nghien cuu nhung noi dung sau: He thong hoa ly luan ve hieu qua kinh doanh cua doanh nghiep; Phan tich va danh gia thuc trang hieu qua kinh doanh san pham thep cua Cong ty co a r r a phan tap doan Hoa Phat nhung nam gan day de thay duoc nhung ket qua _ r a r da dat dupe, nhung han che va nhung nguyen nhan.Tu do, luan van de xuat giai phap nang cao hieu qua kinh doanh san pham thep cua Cong ty co phan r a tap doan Hoa Phat Cac giai phap duoc de xuat tren co so phan tich thuc trang hieu qua kinh doanh san pham thep noi chung va tung loai san pham A thep d Cong ty co phan tap doan Hda phat Do thdi gian nghien cun co han va noi dung nghien cuu lai phuc tap, nen a • r r de tai khong tranh khoi thieu sot Vi vay, tdi rat mong nhan duoc su dong gop y kien bo sung de de tai hoan thien hon Tdi xin chan cam on! Luan vdn thac sy Dd Thi Hoa Lien r r 119 Truong Pai hoc Kinh te Quoc dan Khoa Quan tri Kinh doanh TAI LIEU THAM KHAO Le Thi Van Anh (2008), “ Lam phat va tang truong kinh te: nhung van de dat va giaiphap' (61), tr 16 - 20 Cong ty co phan tap doan Hoa Phat (2004,2005,2006,2007,2008/ Bao cao ket qua hoat dong kinh doanh, Ha noi Cong ty co phan tap doan Hoa Phat (2004,2005,2006,2007,2008/, r r Bang can doi ke toan, Ha noi Cong ty co phan tap doan Hoa Phat (2008), Bao cao chien luoc kinh doanh, Ha noi Nguyen Van Diem, Nguyen Ngoc Quan (2006), Giao trinh Quan tri nhan luc, NXB Lao dong - Xa hoi, Ha noi Pham Thi Gai (2004), Giao trinh phan tich hoat dong kinh doanh, NXB Thong ke, Ha noi Tran Minh Hao (2002), Giao trinh Marketing can ban, NXB Giao due A _ A Vu Thi Minh Hang, Su Dinh Thanh (2006), Nhap mon tai chinh - tien te, NXB Dai hoc quoc gia Ho Chi Minh, Thanh Ho Chi Minh Nguyen Minh Kieu (2008), Tai chinh doanh nghiep, NXB Thong ke, Ha noi 10 Nguyen Thanh Liem (2007), Quan tri tai chinh, NXB Thong ke 11 Nguyen Dinh Phan (2005), Giao trinh Quan ly chat luong cac to chuc, NXB Lao dong - Xa hoi, Ha noi 12 Nguyen Nang Phuc (2007), Phan tich kinh doanh, NXB Tai chinh 13 Nguyen Van Phuc (2008), Quan tri du an co so ly thuyet va thuc hanh, NXB Dai hoc kinh te quoc dan 14 Le Van Tam (2000), Giao trinh Quan tri doanh nghiep, NXB Thong Luan van thac sy Dd Thi Hoa Lien r r Trudng Dai hoc Kinh te Quoc dan 120 Khoa Quan tri Kinh doanh ke, Ha noi 15 Le Van Tam (2000), Giao trinh Quan tri chien lucre, NXB Thong ke, Ha noi 16 Le Thuy (2008),” Thep Viet Nam tie khung hoang thieu sang thud’’’ Tap chi kinh te va du- bao (23), tr 22-24 17 Nguyen Van Thuong (2008), "Kinh te thi trudng Viet Nam- Nhung goc nhin tong quat”, Tap chi kinh te va phat trien (134), tr.35-40 18 Nguyen Van Thuong, Nguyen Ke Tuan (2008), Kinh te Viet Nam nam 2007, NXB Bai hoc kinh te quoc dan, Ha noi 19 Nguyen Ke Tuan (2000), Giao trinh Quan tri hoat dong thuong mai cua doanh nghiep cong nghiep, NXB Giao due, Ha noi 20 Website dien tu www.mot.gov,vn (Bo thuong mai) r www.gso.gov.vn (Tong cue thong ke) www.mof.gov.vn (Bo tai chinh) www.vneconomy.com.vn (Thoi bao kinh te Viet Nam) www.vir.com.vn (Bao dau tu) Luan van thac sy Do Thi Hoa Lien