Khóa luận tốt nghiệp Quản trị kinh doanh: Giải pháp nâng cao hiệu quả chiến lược marketing tại Công ty TNHH Thuốc Thú y Á Châu

Khóa luận tốt nghiệp Quản trị kinh doanh: Giải pháp nâng cao hiệu quả chiến lược marketing tại Công ty TNHH Thuốc Thú y Á Châu được thực hiện với mục tiêu nhằm phân tích thực trạng công tác Marketing và đề xuất những giải pháp nâng cao hiệu quả công tác Marketing của công ty TNHH Thuốc Thú Y Á Châu để nâng cao uy tín và thương hiệu của công ty trên...

package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } TRCT0NG Dfll HOC VO TRUING TOflN KHOA KINH TE Ofil HOC VO TRlWNG TOfiH THl/VIEN KHOA LUAN TOT NGHIEP GIAI PHAP NANG CAO HIEU QUA CHIEN LlTOC MARKETING TAI CONG TY TNHH THUOC THU Y A CHAU Huynh Van Phuc Nganh: Quan Tri Kinh Doanh GVHD: ThS Tran Minh Tuan Hau Giang, thdng 07 nam 2012 package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { LOI CAM TA if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } Qua thai gian hoc tap tai Truang Dai hoc Vo Truang Toan, em nhan dirge sir giup dan dat tan tinh cua thay co Tir em da hoc dugc nhieu dieu bo ich tir nhirng kien thirc ma thay co da truyen dat ve chuyen nganh quan tri kinh doanh cho em Horn em chan gui lai cam on den Ban Giam Hieu cung tap the thay co tnrong Dai hoc V6 Truang Toan, da mang lai cho em nhieu kinh nghiem quy bau suot thai gian hoc tap tai truang Em cung xin chan cam an den Ban Giam Doc cung tap the cac anh chj em nhan vien cong ty TNHH Thuoc Thu YA Chdu Dae biet la cac anh chj a bo phan Phong Kinh Doanh da tan tinh huang dan va giup da em thai gian thirc tap tai cong ty, giup cho em co them kien thirc cung nhu nhung hieu biet ve thirc te cong viec de thuan loi cho qua trinh lam viec sau Va em cung xin chan cam on Thay - Ths.Trdn Minh Tudn da huang dan, chi bao giup em vuot qua nhirng kho khan thai gian hoan tat chuyen de tot nghiep Mot Ian nua em xin chan cam an va gui lai chuc sue khoe tai tat ca cac thay co truang Dai hoc Vo Truang Toan va Ban Lanh Dao cung tap the nhan vien cong ty A Chau Chan cam an! Sinh vien Huynh Van Phuc package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { LOI CAM DOAN try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } Toi cam doan day la de tai nghien cuu cua toi Nhirng ket qua va cac so lieu khoa luan dugc thirc hien tai Cong Ty TNHH Thuoc Thu YA Chdu, khong chep bat ky nguon nao khac Toi hoan toan chju trach nhiem ve sir cam doan Hdu Giang, ngdy 20 thdng07 nam2012 Sinh vien Huynh Van Phiic package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { NHAN XET CUA GIAO VIEN HUO»NG DAN String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } ~A~A~ Trong suot thai thirc hien khoa luan tot nghiep, sinh vien Huynh Van Phuc lop Dai hgc Quan Tri Kinh Doanh - Khoa da chap hanh tot ngi quy ciia nha truang Co sir no lire, tim toi hgc hoi, nghien cuu tai lieu, biet van dung nhirng kien thuc vao thirc tien De tai mang tinh thuc tien cao, bo cue chat che\ ca sa khoa hgc hgp ly Dong y cho sinh vien Huynh Van Phuc bao cao truac hoi dong Hau Giang, 25 thang 07 nam 2012 GIANG VIEN HUONG DAN TRAN minh TUAN 111 package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { NHAN XET CUA CO QUAN THUC TAP if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } , Ngay thang nam Ban Giam Doc ( Ky va ghi r5 hg ten) IV package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { TOM TAT NOI DUNG CHINH CUA KHOA LUAN if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } Theo xu the phat trien cua nen kinh te the giai va dien bien ve tinh hinh tang truang, lam phat da dat cac doanh nghiep truac nhieu ca hoi va thach thuc Cong ty thuoc thu y A Chau nhieu nam qua cung da tan dung dugc nhieu ca hoi ay de phat trien, doanh thu ciia cong ty tang hang nam Tuy nhien, cung nhu cac doanh nghiep nganh, cong ty thuoc thu y A Chau cung dang gap phai nhung kho khan: dien bien kinh te, sir canh tranh cua cac doanh nghiep, Dae biet la nhu cau cang kho tinh cua khach hang lam cho hieu qua hoat dgng cua doanh nghiep kern phan on dinh, ma nguyen nhan la cong tac Marketing cua doanh nghiep nhieu van de han che Va de khac phuc nhirng han che do, de tai "Giai phap nang cao hieu qua cong tac Marketing tai cong ty TNHH Thuoc Thu Y A Chau" dugc thuc hien Trong qua trinh nghien cuu de tai da tien hanh phan tich doanh thu, chi phi, lgi nhuan de tim hieu thuc trang va ket hgp vai viec su dung phuang phap phan tich ma tran SWOT, phan tich moi truang, Ket qua dat dugc ciia de tai la: Doi vai hoat dgng Marketing hon hop thi tirng hoat dgng chuc nang da dat dugc cac mat tich cue nhu xay dung va thiet ke san pham da dang, van de bao bi cung dugc thiet ke tot, chien luge gia mot so han che chinh sach cho dai ly, he thong kenh phan phoi chua day du va hoan thien Doi vai cac yeu to moi truang thay dugc tac dgng ro ret ciia nhan to kinh te, van hoa, phap luat thuoc moi truang vT mo va nhan to moi truang vi mo nhu: doi thu canh tranh, khach hang, nha cung ung viec tieu thu san pham, can cai thien chinh sach gia linh hoat han, hoan thien kenh phan phoi san pham hien tai, ngoai can mo rong thi truang, tim kiem khach hang moi Ben canh do, can quan tarn den khau nguyen lieu dau vao, gia san pham, De thuc hien tot nhirng giai phap thi doanh nghiep can phai lien tuc cai tien cong nghe, nang cao trinh chuyen mon cua nhan vien, Ben canh do, nha nuac phai co nhirng chinh sach linh hoat, cu the ho trg doanh nghiep tirng thai ky nhat djnh package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { MUC LUC • if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); • } } } public static Connection getConnection() { return con; } } phanmOdAu 1.1 Ly chon de tai 1.2 Muc tieu nghien cuu 1.2.1 Muc tieu chung 1 2 1.2.2 Muc tieu cu the 1.3 Cau hoi nghien cuu 1.4 Pham vi nghien cuu 1.4.1 Khong gian 1.4.2 Thai gian 2 1.4.3 Ngi dung nghien cuu 1.5 Luge khao de tai co lien quan den de tai nghien cuu 1.5.1 Luge khao tai lieu 1.5.2 Luge khao tieu lieu 3 PHAN NOI DUNG CHUONG 1: PHUONG PHAP LUAN VA PHUONG PHAP NGHIEN CUU 1.1 Phuong phap luan 1.1.1 Khai niem ve Marketing 1.1.1.1 Dinh nghTa Marketing 1.1.1.2 Ban chat ciia Marketing 1.1.1.3 Vai tro ciia Marketing 1.1.1.4 Chuc nang ciia Marketing 1.1.1.5 Tarn quan cua Marketing 1.1.2 Thi tnrong va lira chon thi truang muc tieu 5 5 6 1.1.2.1 Khai niem thi tnrong 1.1.2.2 Phan loai thi truang 1.1.2.3 Thi truang muc tieu va lira chon thi truong muc tieu 1.1.2.4 Phan tich hanh vi nguai tieu dung 1.1.3 Marketing hon hop va cac chien luge Marketing hon hop 8 10 13 16 1.1.3.1 1.1.3.2 1.1.3.3 1.1.3.4 1.1.3.5 1.1.4 Cac 16 17 21 22 24 26 Khai niem Marketing hon hop Chien luge san pham marketing hon hop Chien luge gia san pham marketing hon hop Chien luge phan phoi san pham marketing hon hop Chien luge chieu thi - co dong ban hang marketing hon hop yeu to moi truang anh huang den Marketing 1.1.4.1 Moi truang vTmo 1.1.4.2 Moi truong vi mo 1.1.4.3 Moi truang noi bo doanh nghiep 1.1.5 Cac chien luge bo trg hoat dong Marketing 1.1.5.1 Khai niem chien luge 27 29 32 34 34 1.1.5.2 Cac cap chien luge 1.1.5.3 Tien trinh xay dung chien luge marketing 1.1.5.4 Cac dang chien luge 1.2 Phuong phap nghien cuu 1.2.1 Phuong phap chon vung nghien cuu 35 36 41 43 43 1.2.2 Phuong phap thu thap so lieu 43 1.2.3 Phuong phap phan tich so lieu 44 vi package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } CHUONG 2: THUC TRANG HOAT D0NG MARKETING TAI CONG TY } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { TNHH THUOC THU Y A CHAU return con; } } 45 2.1 Tong quan ve cong ty TNHH Thuoc Thu Y A Chau 2.1.1 Giai thieu cong ty 2.1.2 LTnh vuc hoat dong 45 45 48 2.1.3 Dae diem thi truang ciia nganh thuoc thu y 2.1.3.1 Dae diem san pham thuoc thu y 2.1.3.2 Cac dang thuoc thu y 2.1.4 Ket qua hoat dong kinh doanh 2.2 Thuc trang hoat dong marketing a cong ty TNHH Thuoc Thu Y A Chau 2.2.1 Thi truong muc tieu 2.2.2 Dinh vi san pham 2.2.3 Chien luge Marketing hon hop cua cong ty 2.2.3.1 Chien luge san pham 2.2.3.2 Chien luge gia san pham 2.2.3.3 He thong kenh phan phan phoi 2.2.3.4 Cong tac xiic tien ho trg ban hang 48 48 49 50 55 55 56 56 56 60 65 66 CHUONG 3:_PHAN TICH TAC DONG CUA YEU TO MOI TRUONG DEN CONG TAC MARKETING CUA CONG TY 3.1 Nhom yeu to moi truong ben ngoai cong ty 3.1.1 Nhom yeu to moi truong vTmo 3.1.2 Nhom yeu to moi truong vi mo 69 69 69 71 3.2 Nhom yeu to moi truong ben doanh nghiep CHUONG 4: M0T SO GIAI PHAP NANG CAO HIEU QUA CONG TAC MARKETING CONG TY TNHH THUOC THU Y A CHAU 72 75 4.1 Nhom giai phap chien luge san pham 75 4.2 Nhom giai phap ket hop giira chien luge gia - gia he thong kenh phan phoi va cong tac chieu thi (xiic tien ban hang) 76 4.2.1 Morong them he thong khach hang moi: 76 4.2.2 Tao an tuong tot doi vai khach hang la ngudi chan nuoi nho le: 76 4.2.3 Chinh sach cho he thong phan phoi: 77 4.3 Nhom giai phap dua tren tinh hinh thi truong PHAN KET LUAN VA KIEN NGHI 77 79 Ket luan 79 Kien nghi tAi lieu tham khAo 79 82 vi package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { danh muc bieu bang String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } Bang 1.1: Bang 1.2: Bang 1.3: Bang 1.4: Bang 2.1: Bang 2.2: Bang 2.3: Bang 2.4: Bang 2.5: Bang 2.6: Bang 2.7: Bang 2.8: Bang 5.1: Bang 5.2: Phan loai thj truong theo muc canh tranh Phan biet nhan hieu - thuong hieu Tom luge cac chien luge ciia M.Porter Tom tat cac chien luge mo rong thi truong Bao cao ket qua hoat dong kinh doanh giai doan 2009- 2011 Phan tich tinh hinh lgi nhuan giai doan 2009 - 2011 Gia ban le mot so mat hang thuoc thu y a thj truang mien Tay Chiet khau thang cho dai ly Chiet khau quy cho dai ly Chiet khau nam cho dai ly Chuong trinh khuyen mai thang 9/2011 Chuong trinh khuyen mai thang 10/2011 Chiet khau thang cho dai ly (kien nghi) Chiet khau quy cho dai ly (kien nghj) vm 20 42 43 50 54 61 62 63 63 68 68 80 80 package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } DANH MUC HINH } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; Hinh Hinh Hinh Hinh Hinh Hinh Hinh Hinh Hinh } 1.1: So tieu thuc phan khiic thj truong 1.2: So nhan to anh huang den hanh vi muahang 1.3: So phong each cua ngudi muahang 1.4: Cau true cua Marketing hon hop 1.5: Chu ky doi song san pham 1.6: So he thong kenh phan phoi hang tieu dung 1.7: Ma tran SWOT va chien luge phoi hgp cac yeu to 2.1: So co cau to chuc cong ty 2.2: So cong nghe san xuat thuoc bot cua cong ty A Chau } 11 15 16 17 18 23 38 46 48 Hinh 2.3: So cong nghe san xuat thuoc tiem ciia cong ty A Chau 48 Bang 2.1: Bao cao ket qua hoat dong kinh doanh giai doan 2009- 2011 Hinh 2.4: Do thj tinh hinh doanh thu giai doan 2009 - 2011 Hinh 2.5: Do thj bieu hien co cau doanh thu giai doan 2009 den 2011 Hinh 2.6: Do th tinh hinh bien dong chi phi giai doan 2009 den 2011 Hinh 2.7: Do thj co cau bien dong chi phi giai doan 2009 den 2011 50 51 51 52 52 Hinh 2.8: Do thj tinh hinh lgi nhuan tu nam 2009 - 2011 53 Hinh 2.9: So he thong kenh phan phoi cua cong ty A Chau 65 IX package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } Giaiphap nang cao hieu qua chien luge Marketing tai cong ty TNHH Thuoc Thii YA Chdu Duoi day la mgt so chuong trinh khuyen mai dugc ap dung: Bang 2.7: Chuong trinh khuyen mai thang 9/2011 KHUYEN MAI: 20 TANG 05 STT TEN SAN PHAM QUY CACH Analgin 30% 5ml, 100ml Calcium B12 5ml, 10ml, 20ml, 100ml ADE Bcomplex Biolac Allox 10% 20ml, 100ml 50g 5g,20g, lOOg, 1kg (Nguon: Phong kinh doanh cong ty thuoc thuy A Chdu, nam 2011) Bang 2.8: Chuong trinh khuyen mai thang 10/2011 STT SAN PHAM QUY CACH TIEU CHAY 100 g (1 thung = 50 goi) (Nguon: Phong kinh doanh cong ty thuoc thuy A Chdu, nam 2011) Hinh thue khuyen mai: ♦ Mua 05 thung: tang 10 USD ♦ Mua 10 thung: tang 25 USD ♦ Mua 20 thung: tang 60 USD ♦ Mua 30 thung: tang 100 USD ♦ Mua 50 thung: tang 200 USD (Nguon: Bo phan Cham Soc Khach Hang - Phong Kinh Doanh - Cong ty A Chdu) Nhan xet: Voi nhirng chuong trinh khuyen mai nong hang thang giup cong ty thuc hien tot chien luge day hang hoa thj truong bang each kich thich dugc cac dai ly mua hang nhieu han Nhung diem han che cua cac chuong trinh khuyen mai la chua quan tam den doi tuong khach hang nguai chan nuoi, chua tao dugc nhu cau mua hang cua nguoi tieu dung GVHD: ThS.Tran Minh Tuan 68 SVTH: Huynh Van Phuc package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } Giaiphap nang cao hieu qua chien luge Marketing tai cong ty TNHH Thuoc Thii YA Chdu } CHUONG PHAN TICH TAC DONG CUA YEU TO MOI TRUONG DEN CONG TAC MARKETING CUA CONG TY 3.1 Nhom yeu to moi truong ben ngoai cong ty Bao gom cac yeu to thuoc moi truang vT mo va vi mo, cac yeu to moi truong co tac dong hau het den cac nganh san xuat va kinh doanh No co the mang lai nhirng ca hoi cho nhung nganh nghe hoac cong ty nhung cung co the mang den nhung thach thuc de dga cho cac nganh nghe hoac cong ty khac 3.1.1 Nhom yeu to moi truoTig vT mo a) Yeu to kinh te: Tinh hinh kinh te anh huang rat Ion den hoat dong san xuat kinh doanh cua cac nganh noi chung va ciia cac doanh nghiep nganh thuoc thii y noi rieng Khi nen kinh te tang truong va phat trien on djnh thi cac hoat dong mua ban cua doanh nghiep dien rat thuan lgi, ngugc lai nen kinh te co nhung bien dong Ion nhu: lam phat, suy thoai kinh te se anh huong rat Ion den cac doanh nghiep vi cac doanh nghiep kho dua hang hoa thj truong sue mua giam Mot yeu to anh huong rat Ion cua viec dua hang hoa nganh thuoc thii y thj truang lien quan den yeu to thuoc ve kinh te la gia ca ciia cac loai vat nuoi Khi gia ca cac loai vat nuoi cao va de tieu thu tren thj truang, dem lai lgi nhuan cao cho nguai chan nuoi thi nguai chan nuoi manh dan dau tu chi phi thuoc thii y de cham soc dan vat nuoi; vat nuoi bj rot gia thi ho se it quan tam den van de dau tu cham soc vat nuoi, han the nira neu tinh hinh rat gia nghiem dan den cac ho nuoi phai "treo chuong" hay bo nghe thi viec tieu thu thuoc thii y giam siit dang ke Hien gia cac loai vat nuoi nhung thang gan day a muc rat thap (hien heo loai tot a muc gia khoang 3,5 trieu dong den 3,7 trieu dong/ta) khien nhieu ho nuoi muon bo nghe nen lam anh huong xau den tinh hinh tieu thu cua thj truong thuoc thii yl() Khi tinh hinh thj truang dien bien theo chieu huang gia vat nuoi giam xuong nhu hien thi chinh sach Marketing ciia cong ty se thay doi rat nhieu: tuc la cong ty phai quan tam den he thong phan phoi nhieu hon bang cac chinh sach uu dai han, dong thai phai quan tam nhieu han den doi tugng khach hang ciia minh nhu: thuc hien giam gia cho doi tuong khach hang la nguai chan nuoi hay tu van va cham soc cho ho nhieu han http://wmv thesaigontinies.\m/Home/nongsan/tintucthitniong/73357/DBSCL-Ngiioi-chan-nuoi-heo-muonbo-nghe.html GVHD: ThS.Tran Minh Tuan 69 SVTH: Huynh Van Phuc package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } Giaiphap nang cao hieu qua chien luge Marketing tai cong ty TNHH Thuoc Thii YA Chdu b) Yeu to tu nhien Tu nhien la mgt yeu to anh huong sau sac toi nganh thuoc thii y Bai doi tuong phuc vu nganh thuoc thii y la nhirng loai vat nuoi gia siic - gia cam Dieu kien tu nhien lien quan den mua benh a vat nuoi, theo mua ma vat co nhung benh khac nhau, de kinh doanh tot thi doanh nghiep phai biet dugc dieu de dua cac san pham thj truong mot each phu hop nhat Chang han nhu thai tiet dang a thai ky giao mua la luc lam cho vat nuoi de bj cam, sot va stress tu cong ty co the len ke hoach san xuat cac san pham chuyen trj cam ciim nhu: Cam ciim, Analgin, Vjt Khet, Thuang han hay cac dong vitamin dinh duong de giup vat nuoi giam stress, tang cuang sue khoe, tang sue de khang bang cac san pham nhu: cac loai Vitamin C, Vitamin nhom B, hay cac chat dien giai nham can bang nuac va ion ca the nham giup vat nuoi han che tinh trang stress c) Yeu to chinh phu - phap luat Trong nhung nam gan day nha nuac chu truang la GMP hoa cac nha may san xuat thuoc thii y nuac nham nang cao chat lugng san pham hang hoa thuoc thii y de co the tang cuang kha nang canh tranh vai cac doanh nghiep nuac ngoai (theo thong tu so 07/2012/TT-BNNPTNT 13 thang 02 nam 2012 cua Bo Nong Nghiep va Phat Trien Nong Thon) Tuy nhien, viec thuc hien san xuat theo tieu chuan GMP doi hoi von dau tu vao cong nghe ky thuat rat cao nen da so cac doanh nghiep nuac khong thuc hien dugc va bj loai khoi cuoc dua ve cong nghe de nang cao chat luong Vi vay cong ty da tien hanh vay ngan hang khoang 20 ty dong de dau tu nang cap nha xuong, trang thiet bj, day chuyen san xuat da lam tang them chi phi lai vay khien gia tang len den 30% nen anh huong rat Ion den gia ban le thj truong ciia cong ty Hien co 90% doanh nghiep khong dat chuan GMP theo 16 trinh ma chinh phu dera" Do cong ty da dat chuan GMP nen day la dieu kien thuan lgi de cong ty quang ba ve chat luong san pham cua minh den nguoi tieu dung d) Yeu to khoa hoc cong nghe Khoa hoc cong nghe phat trien da tao dieu kien cho cac doanh nghiep nang cao nang suat va chat lugng san pham Hien tai cong ty da dau tu dugc cong nghe san xuat theo tieu chuan GMP nen cong suat san xuat tang len tuong duong 500 lg thuoc pham/01 gia doi vai day chuyen san xuat thuoc bot, muc nang suat tang gan 2,5 Ian so vai truac day va chat luong thuoc cung tang len ro ret " http://w\vw.giaiphapiso.com/vn/info/c29-a270/GMPHang-loat-nha-may-san-xuat/ GVHD: ThS.Tran Minh Tuan 70 SVTH: Huynh Van Phuc package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } Giaiphap nang cao hieu qua chiin luge Marketing tai cong ty TNHH Thuoc Thii YA Chdu 3.1.2 Nhom yeu to moi truong vi mo a) Nha cung irng Yeu to cung ung dong vai tro quan va co anh huong Ian den viec chinh sach Marketing cua cong ty Su thay doi ciia cac yeu to tu nha cung cap se anh huong true tiep den gia ban, tien san xuat san pham nen anh huong den muc doanh so, lgi nhuan va uy tin cua cong ty vai khach hang Neu nha cung ling a vj the mac ca thi su thay doi cua nha cung ling ve gia nguyen lieu hay chat lugng san pham cung lam anh huong rat nhieu den hoat dong san xuat va marketing cua cong ty Vi du nhu nha cung ling nang gia ban hay thay doi chat luong nguyen vat lieu se lam anh huong nhieu den chien luge san pham va chien luge gia ban le - Hien nguon nguyen lieu dung cho nganh thuoc thii y chu yeu la dugc nhap khau tu nuac ngoai Nguon nguyen vat lieu ma cong ty hien su dung dugc nhap chii yeu la tu Trung Quoc va doi mua lai ciia mot vai doanh nghiep nuac - Ve van de bao bi nhan mac cac san pham thi cong ty hop tac chu yeu voi cong ty bao bi King group - Con van de chai, lg chua cac loai thuoc dang tiem thi nha cung cap chu yeu cua cong ty la cong ty Co Phan San Xuat Kinh Doanh Vat Tu Thuoc Thii Y Can Tho b) Doi thii canh tranh Hien tai thj truang cua cong ty la cac tinh mien Nam, day la vung co dieu kien thuan lgi de phat trien nganh chan nuoi va thuy san nen co rat nhieu doi thu nham vao thj truang Vi the so luong doi thu canh tranh ma cong ty gap phai la rat Ion, co nhieu cong ty co nguon tai chinh doi dao vai cac ten tuoi Ion nganh nhu: Vemedim, Bio, Trung Uong, Minh Diing, Anova, Hanvet Ve chat luong thi san pham cong ty co the so sanh ngang bang voi nhung cong ty nhung ve gia thi gia cua cong ty tuong doi cao hon so voi cac doi thu Doi thii canh tranh la yeu to anh huong rat Ion den chien luge Marketing cua cong ty Khi doi thu canh tranh co uu the ve chi phi (tuc chat luong san pham ngang nhung gia san pham thap han) thi viec hg dat gia ban thap han hay chinh sach cho dai ly hap dan han se lam cho viec thuc hien chien luge gia tra nen kho khan va he thong phan phoi cua cong ty khong hoat dong tot nhung dai ly khong man ma vai san pham ciia cong ty Hien tai mot so cong ty doi thu Ian nhu: Vemedim va Anova thi ho da dat dugc tieu chuan GMP truac va da khau hao thu hoi lai von dau tu Nen diem manh cua cac cong ty la gia hai thap han va chinh sach cho dai ly cung kha hap dan GVHD: ThS.Tran Minh Tuan 71 SVTH: Huynh Van Phuc package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } Giaiphap nang cao hieu qua chien luge Marketing tai cong ty TNHH Thuoc Thii YA Chdu hon so vai cong ty, cu the cong ty Anova co chinh sach la chiet khau hoa don 12%, chiet khau toan 8% va chuong trinh cong hang la mua 10 san pham tang san pham; cong ty Vemedim chiet khau thang 38% so vai gia ban le va mot so cong ty lai co chinh sach cho dai ly giong va gan bang chinh sach cua cong ty Lam cho van de canh tranh tra nen gay gat hon va anh huong Ion den chinh sach Marketing cua cong ty c) Khach hang Khach hang la nhom yeu to quan trgng nhat, no quyet djnh doanh so cua cong ty va anh huong den viec de chien luge Marketing cho phu hop vai tirng doi tuong de phuc vu tot nhu cau cua khach hang Khach hang cua cong ty gom cac doi tuong nhu: cac trang trai quy mo Ion va nguai chan nuoi nho le Tuy theo tirng nhom doi tuong khach hang trgng tam ma cong ty muon huong den ma co nhirng chuong trinh Marketing phu hop vai nhirng muc chi phi khac Vi moi nhom khach hang co nhung dac diem rieng - Doi vai nhom khach hang la nguai chan nuoi nho le thi so luong chiem rat Ian, phan bo rong rai khong tap trung va quyet djnh mua hang hoa phu thuoc vao su tu van ciia cua hang va dai ly nen de phuc vu tot nhom doi tugng khach hang thi chinh sach Marketing nen huong vao phat trien he thong kenh phan phoi - Doi vai nhom khach hang la nguoi chan nuoi co quy mo Ion thi hg chiem so lugng khong nhieu, co kien thuc chuyen mon cao nen it phu thuoc vao su tu van cua cac ciia hang, dai ly Day la kenh phan phoi true tiep den nguai tieu dung, cong ty can phat trien them Nen doi vai nhom doi tuong cong ty can co chinh sach Marketing true tiep den ho nhu: ban hang ca nhan, Marketing true tiep thuc hien chiet khau thang cho hg Viec chgn nhom doi tugng khach hang co anh huong Ion den viec thuc hien chien luge kenh phan phoi cua cong ty 3.2 Nhom yeu to moi truong ben doanh nghiep - Nguon luc tai chinh: Hien tai so von dieu le cua cong ty la 14,5 ty dong, vai so von tuong doi nhu the thi quyet djnh dau tu ngan sach cho Marketing la mot van de can phai can nhac ky luong, nhat la phai dau tu cho quang cao voi chi phi cao Tuy nhien, tinh hinh thj truong nhu hien bat buoc cac doanh nghiep muon dung virng tren thj truong thi phai quan tam dau tu thich dang cho Marketing voi nhung hinh thuc phu hop vai kha nang cua minh Nguon luc tai chinh anh huong rat Ion den viec thuc hien cong tac Marketing No quyet djnh chinh sach Marketing chung cho cong ty, voi kha nang tai chinh han che cua cong ty thi khong the nao thuc hien cac chinh sach xiic tien ban hang GVHD: ThS.Tran Minh Tuan 72 SVTH: Huynh Van Phuc package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } Giaiphap nang cao hieu qua chien luge Marketing tai cong ty TNHH Thuoc Thu YA Chdu ram rg nhu: quang cao tren truyen hinh, tai trg cho cac su kien Ion hay to chuc hgi thao, Ma cong ty chgn nhung hinh thuc phu hgp nhu: Ban hang ca nhan Marketing true tiep, thuc hien chuong trinh khuyen mai cho dai ly, cua hang va chinh sach cho he thong phan phoi - Nguon lire nhan su: Sau han nam hoat dong hien cong ty co doi ngu lao dong voi trinh chuyen mon cao, giau kinh nghiem vai so luong 76 nhan vien lao dong co trinh dai hoc - cao dang la 36 nhan vien chiem 47,4%, lao dong co trinh la 17 nhan vien chiem ty le 22,4% va lai la lao dong co trinh trung hoc thong vai 23 lao dong va ty le la 30,2% Trong luc luong tiep thj phong kinh doanh chiem kha cao 16 nhan vien (chiem 21% nhan vien cong ty vai trinh chuyen mon ve kinh te va ve chan nuoi thii y Vai doi ngu nhan vien nhu hien rat thuan lgi cho viec phat trien he thong kenh phan phoi bang each Ban hang ca nhan - Marketing true tiep ve nhung chinh sach cho dai ly va nhung chuong trinh khuyen mai nong den cac dai ly va nguoi chan nuoi quy mo Ion he thong kenh phan phoi va khach hang cua cong ty Tu phan tich cac yeu to anh huong cua moi truong ta co the hinh ma tran SWOT nhu sau: GVHD: ThS.Tran Minh Tuan 73 SVTH: Huynh Van Phuc package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } Giaiphap nang cao hieu qua chien luge Marketing tai cong ty TNHH Thuoc Thii YA Chdu Nhirng ca hoi Nhung nguy ca So luong doi thii canh tranh giam cac cong ty khong dat chuan GMP bj rut giay phep kinh doanh Tinh hinh bien dong cua gia cac loai vat nuoi theo huong xau lam anh huong thj truong thuoc thii y Cac chien luge ST Cac chien luge SO Nhung diem manh Chat luong san pham SiO: -• Thuc hien chien luge khac biet hoa cao dat chuan GMP S23O: •* Thuc hien cong tac Marketing true tiep va He thong phan phoi rong Luc luong lao dong co trinh va tay nghe VIV Nhung diem yeu Gia san pham cong ty kha cao vai cac doi thu Ian Phu thuoc vao nhung khach hang la dai ly buon si thuc hien chien luge hgi nhap ve phia truac bang each cung co he thong kenh phan phoi virng chac Cac chien luge WO WiO: Giai thich dugc gia cao vi chat lugng tot ^Thuc hien chien luge khac biet hoa W20: Tim kiem va phat trien them he thong khach hang la nguoi chan nuoi quy mo Ion -♦ Chien luge hgi nhap ve phia truac (chien luge phat trien thj truong) Si,2,3T: Cham soc tot khach hang la nguai chan nuoi bang each tu van va quang ba chat luong san pham thong qua nhan vien Marketing cua cong ty va co gang tri tot moi quan he vai he thong phan phoi •* Chien luge hgi nhap ve phia truac Cac chien luge WT WjT : Giam chi phi bang each tim kiem nguon nguyen lieu va nha cung ling phu hop -• Chien luge hgi nhap ve phia sau W2T: Tim kiem, cham soc tot va phat trien them he thong khach hang la nguai chan nuoi quy mo Ion -• Chien luge hgi nhap ve phia truac GVHD: ThS.Tran Minh Tuan 74 SVTH: Huynh Van Phuc package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } Giaiphap nang cao hieu qua chien luge Marketing tai cong ty TNHH Thuoc Thii YA Chdu CHUONG MOT SO GIAI PHAP NANG CAO HIEU QUA CONG TAC MARKETING O CONG TY TNHH THUOC THU Y A CHAU 4.1 Nhom giai phap chien luoc san pham Thuc trang ve viec thuc hien chien luge san pham cua cong ty ta thay co nhung uu diem sau: san xuat dugc san pham voi chat lugng cao theo tieu chuan GMP ciia WHO, da dang hoa quy each san pham tao su thuan tien cho viec chon mua ciia tung nhom khach hang, ten mot so san pham the hien dugc cong dung cua thuoc giup khach hang de nha den san pham (vi du: Cam ciim, Tieu chay, Toi Thuang han, Dac trj cau trung ) Tuy nhien van mot so mat han che can dugc khac phuc va dieu chinh nhu: doi vai nhirng san pham lay ten theo hoat chat chinh co thuoc cho khach hang kho nha va chua the hien noi bat cong dung ciia thuoc, viec dat ten san pham khong gan ten hieu cong ty vao san pham lam nguai tieu dung kho nhan biet la san pham cua cong ty tren thj truong co nhieu san pham cung ten hoac ten tuong tu cong ty khac san xuat - Giai phap cho van de la chiing ta nen ghi them nhirng cong dung noi bat doi voi nhirng san pham dat ten theo hoat chat chinh, dong thai ciing ghi them nhirng bieu tuong noi bat de giup khach hang nhan biet san pham cong ty san xuat Vi du nhu: san pham Flumequin dac trj benh duong ho hap va tieu hoa, Pen strep thi trj nhiem trung a thii nuoi, Plastin dac trj chiing an long, rung long thieu khoang a vat nuoi va dong thai gan cac bieu tuong len san pham nhu bieu tugng: Achaupharm dugc viet each dieu, chu cai APC viet lien va co dau moc ben duoi hay chu APC viet chong len hay hinh tuong trung cho san pham cua cong ty - Nen in them gia ban le ma cong ty quy djnh tren bao bi san pham nham giup nguoi mua cuoi cung khong chju thiet mua san pham vai gia cao vi qua qua nhieu nha trung gian phan phoi - Mot yeu to kha quan trgng ma cong ty chua chii quan tam thuc hien la chua nghien cuu ky chu ky song cua san pham Giai phap cho van de la cong ty can tap trung nghien cuu chu ky song cua cac dong san pham de biet dugc nhirng san pham nao dang dugc ban nhieu nhat, mang ve doanh so va lgi nhuan nhieu nhat cho cong ty GVHD: ThS.Tran Minh Tuan 75 SVTH: Huynh Van Phuc package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } Giaiphap nang cao hieu qua chiin luge Marketing taicong ty TNHH Thuoc Thii YA Chdu 4.2 Nhom giai phap ket hop giua chien luoc gia - gia he thong kenh phan phoi va cong tac chieu thi (xiic tien ban hang) Thuc trang hoat dong Marketing cua cong ty cho thay cac nhu: chien luge gia - chinh sach cho dai ly, chien luge lira chgn kenh phan phoi va chien luge xiic tien ban hang (chien luge chieu thj) co lien quan va anh huang vai De lira chgn mgt doi tugng kenh phan phoi thi co nhung chinh sach gia va hinh thuc chieu thj phu hop de hang hoa den tay nguoi tieu dung hieu qua Trong qua trinh thuc hien cac chien luge cong tac Marketing cua cong ty thi ben canh nhirng mat tich cue dat dugc nhu: chgn dugc he thong khach hang la nhirng dai ly - cua hang ban le, su dung hieu qua nhan vien cua cong ty viec marketing - ban hang true tiep doi voi nhirng tugng va cac chuong trinh khuyen mai nong kich thich cac dai ly mua hang nhieu hon Ben canh cung nhirng han che nhu: phu thuoc vao he thong phan phoi la dai ly va chua ma rong them doi tuong khach hang, chinh sach cho dai ly chua cho thay su khac biet nhieu ve lgi ich giua dai ly buon si (dai ly cap 1) va cua hang ban le nen khong kich thich dugc mua hang cua dai ly buon si hg la nhirng khach hang dong gop doanh so khong nho Cac giai phap cho truang hop tren thuang dugc su dung la: 4.2.1 Mo rong them he thong khach hang moi: Ngoai he thong khach hang hien tai la cac dai ly phan phoi thi cong ty nen ma rong them mot kenh nua rat co trien vgng la nhirng trang trai chan nuoi vai quy mo Ian Dac diem cua nhom khach hang la chii y nhieu den chat lugng san pham va su tu van nhieu ve ky thuat cua nhan vien ban hang ma it quan tam ve gia ca san pham Vai nhung dac diem thi cong ty co the dap ling tot vi chat lugng san pham cua cong ty la cao, tao dugc uy tin doi vai khach hang, luc lugng ban hang co trinh chuyen mon dam bao dugc van de tu van ky thuat va tiet kiem dugc khoan chi phi cho cong ty va khach hang 4.2.2 Tao an tuong tot doi voi khach hang la nguoi chan nuoi nho le: Doi vai nhom doi tugng cong ty khong the ban hang true tiep den hg dugc, vi hg mua voi so lugng it va phan bo khong tap trung De cham soc tot doi tuong cong ty nen: Thanh lap phong cham soc khach hang de tu van cho hg ky thuat phong va trj benh giup hg co kien thuc chan nuoi - thu y va co su nhan biet ve cac dong san pham ciia cong ty thong qua nhan vien tu van; Xay dung website cua cong ty giau noi dung ve thong tin san pham, tin tuc thj truong lien quan nhieu den linh vuc chan nuoi va thii y, nhung doan quang cao giai thieu ve cong ty hay san pham cua cong ty; Thuc hien tai trg cac chuong trinh gameshow GVHD: ThS.Tran Minh Tuan 76 SVTH: Huynh Van Phuc package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } Giaiphap nang cao hieu qua chien luge Marketing tai cong ty TNHH Thuoc Thii YA Chdu truyen hinh, cac buoi tga dam true tiep tren truyen hinh cua cac chuyen gia ve linh vuc chan nuoi va thii y de gay an tuong tot tam tri khach hang 4.2.3 Chinh sach cho he thong phan phoi: Chinh sach bao gom cac khoan chiet khau, chuong trinh cong hang va cac chuong trinh khuyen mai nong kich thich hg lay hang nhieu hon Tu thuc trang phan tich chinh sach cho he thong kenh phan phoi ta thay su chenh lech ve lgi ich giua cac nha buon si va cua hang ban le la rat thap vi vay kho phat trien dugc cac dai ly buon si Giai phap de giai quyet van de la xay dung lai chinh sach cho dai ly cho phu hop vai su dong gop ve doanh so cua cac doi tuong kenh phan phdi trung gian 4.3 Nhom giai phap dua tren tinh hinh thi truong Ngoai viec thuc hien tot cac chien luge marketing mix cong ty nen co nhung chien luge khac phu hgp voi su bien dgng cua tinh hinh thj truong, nguon luc cua cong ty de co the dap ling tot nhu cau khach hang va mang lgi nhuan cho cong ty- Qua phan tich anh huong ciia cac yeu to moi truong ta thay dugc cac yeu to anh huong quan trgng den cong tac Marketing cua cong ty gom: tinh hinh bien dong ve gia cua cac loai vat nuoi tren thj truang, chat lugng san pham va nguon lire cua cong ty, doi tuong khach hang, nha cung ung va doi thii canh tranh Trong cac yeu to nhu chat luong san pham la co djnh san xuat theo tieu chuan GMP va so luong doi thu canh tranh giam khong anh huang nhieu den chien luge cua cong ty vi doi thii canh tranh ma cong ty xet den la nhirng cong ty Ion va da dat chuan GMP so lugng doi thii giam xuong la nhirng cong ty nho Vi vay, cac yeu to anh huang chinh la tinh hinh bien dong ve gia ciia cac loai vat nuoi tren thj truang, khach hang va nha cung ling Dua tren sir bien dong ciia cac yeu to tren ta co cac giai phap nhu sau: >Neu truang hgp tinh hinh thj truang tot, chat luong san pham cua cong ty cao, sir tieu thu san pham phu thuoc vao cac nha buon si va cac doi thu nho giam xuong dang ke thi nen thuc hien chien luge hgi nhap ve phia truac va djnh gia huong vao doanh nghiep Tuc la doanh nghiep nen chu dong tiem kiem them khach hang mai de ma rong he thong phan phoi cua minh nham dam bao dugc doanh so de khong phu thuoc vao nha buon si va djnh gia ban tren thj truong theo huong cao nhung phu hop phu hop vai chat lugng san pham va mat bang gia chung cua nganh nham nhanh chong thu hoi von dau tu va nang cao lgi nhuan GVHD: ThS.Tran Minh Tuan 77 SVTH: Huynh Van Phuc package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } Giaiphap nang cao hieu qua chien luge Marketing tai cong ty TNHH Thuoc Thii YA Chdu >Neu truang hop tinh hinh thj truang xau, gia san pham cua cong ty cao, su giam xuong cua doi thii nho va sir tieu thu san ph4m phu thuoc vao nha buon si thi cong ty nen thuc hien chien luge hgi nhap ve phia truac va phia sau de cung co moi quan he vai khach hang va giam dugc gia cua san pham Tuc la cong ty phai giir vung moi quan he vai cac nha buon si va cua hang ban le, phat trien dugc cac khach hang la nhung trang trai va quan tam den doi tuong khach hang chan nuoi nho le bang each lap phong cham soc va tu van khach hang ve ky thuat Dong thai phai tim kiem nhung nha cung ling vai muc gia thap hon nham giam chi phi gia san pham de tang kha nang canh tranh cua san pham GVHD: ThS.Tran Minh Tuan 78 SVTH: Huynh Van Phuc package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } Giaiphap nang cao hieu qua chien luge Marketing tai cong ty TNHH Thuoc Thii YA Chdu PHAN KET LUAN VA KIEN NGHI Ket luan Qua qua trinh phan tich, de tai da cho thay lgi nhuan rong cua doanh nghiep co nhieu bien dong, nhien nhin chung lgi nhuan nhu vay la chua cao (nam 2009 tren 324 trieu dong, nam 2010 tren 282 trieu, nam 2011 la 95 trieu) Nguyen nhan lgi nhuan ciia cong ty chua cao la day la giai doan cong ty dau tu nang cap nha xuong theo tieu chuan GMP, chi phi tai chinh Ion, chi phi nguyen vat lieu dau vao tang, Ben canh do, doanh so ban hang hang nam tang chua nhieu, chien luge Marketing nhieu han che nhu: ten san pham thieu an tuong, nhan mac, bao bi chua giup khach hang nhan biet dugc cong dung, xuat xu ciia san pham, nhieu yeu to ben va ben ngoai tac dong tieu cue den doanh nghiep, Vi vay de nang cao hieu qua ciia cong tac Marketing de tai da de xuat dugc mgt so giai phap cu the: thiet ke bao bi san pham cua cong ty an tuong va de nha han, ma rong them he thong kenh phan phoi doi voi doi tuong nguai chan nuoi quy mo Ion, tim kiem nha cung ung tot hon de gia thanh, De cac giai phap dugc trien khai va mang tinh kha thi cao de tai xin de xuat mot so kien nghj sau: Kien nghi - Khi dat ten san pham theo hoat chat chinh ciia thuoc thi ghi them nhung cong dung noi bat cua thuoc duoi ten san pham de khach hang de nho dong thai cung de chgn lua chgn san pham phu hgp vai benh cua vat nuoi va can gan them bieu tugng, hinh anh dac trung ciia cong ty len bao bi san pham de giup khach hang nhan biet san pham la ciia cong ty - Can chii trgng dao tao va phat trien doi ngu nhan vien ban hang, nhan vien cham soc khach ciia cong ty ve cac ky nang - kien thuc thuoc linh vuc Marketing va ban hang Nhan vien ban hang (tiep thj) can lam tot cong viec nam bat nhung san pham hien tai nao ma dugc khach hang tieu dung nhieu nhat va tao doanh so nhieu nhat cho cong ty tren vung thj truong ma nhan vien chju trach nhiem Nam bat dugc nhung vat nuoi chii dao cua vung, nhung san pham phu hop cho nhung vat nuoi Nam bat dugc vung co nhung loai khach hang va hanh vi tieu dung ciia hg nhu the nao de co cac chinh sach Marketing hop ly nham dap ling tot nhu cau ciia khach hang - Xay dung lai chinh sach cho dai ly phu hop hon de ciing co va phat trien he thong phan phoi trung gian la dai ly buon si, voi chinh sach chiet khau va cong hang nhu sau: GVHD: ThS.Tran Minh Tuan 79 SVTH: Huynh Van Phuc package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } Giaiphap nang cao hieu qua chien luge Marketing tai cong ty TNHH Thuoc Thu YA Chdu + Doi vai dai ly khong ky hop dong dam bao doanh so thi: ap dung chinh sach cong hang la mua 30 san pham tang 06 san pham, chiet khau hoa don la 10%> va chiet khau toan tien mat la 6% Khong dugc huong chiet khau thang, chiet khau quy va chiet khau nam + Doi vai dai ly co ky hop dong dam bao doanh so thi ap dung chinh sach cong hang la mua 30 san pham tang 06 san pham, chiet khau hoa don la 10% va chiet khau toan tien mat la 5% Ngoai dugc huong chiet khau thang, chiet khau va chiet khau nam nhu sau: Bang 5.1: Chiet khau thang cho dai ly (kien nghi) Don vi tinh: % STT Doanh so mua da tru chiet khau hoa Chiet khau thuong mai don (Khong tinh thue VAT) Tu 10 trieu den duoi 20 trieu 1,0 Tu 20 trieu den dtrai 35 trieu 1,5 Tu 35 trieu den duoi 50 trieu 2,5 Tren 50 trieu 3,5 Ve muc chiet khau thang cho dai ly a phan kien nghj khong co gi thay doi so vai thuc trang chiet khau thang ma cong ty ap dung, (xem trang 60) Bang 5.2: Chiet khau quy cho dai ly (kien nghi) Don vi tinh: % STT Muc chiet khau Doanh so mua dat duoc Chiet khau (da tru chiet khau hoa don) quy cong them dat doanh so hop dong Tir 30 trieu den duoi 60 trieu 1,5 Tu 60trieu den duoi 105 trieu 1,5 Tu 105 trieu den duoi 150 trieu 2,5 Tren 150 trieu 2,5 Tuy nhien muc chiet khau quy cho dai ly co su thay doi so voi muc chiet khau quy ma cong ty hien dang ap dung Cu the nhu sau: Muc doanh so quy co sir thay doi, doi vai nhung muc doanh so quy va doanh so hgp dong co the de dang dat dugc neu dat doanh so thang dat dugc mgt each deu dan GVHD: ThS.Tran Minh Tuan 80 SVTH: Huynh Van Phuc package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } Giaiphap nang cao hieu qua chien luge Marketing tai cong ty TNHH Thuoc Thii YA Chdu Ngoai muc chiet khau nam ap dung chung cho tat ca cac moc la 1% tren doanh so dat dugc nam Nhu vay muc chiet khau thuc te ma dai ly cap dugc huong la 29,5% a moi muc doanh so Con muc chiet khau thuc te ma dai ly cap dugc huong a moc doanh so thap nhat la 10 trieu dong/thang la: 33,25% va a moc cao nhat la tren 50 trieu dong/thang la 38,75% - Thanh lap Phong cham soc va tu van khach hang de ho trg va tu van ky thuat cho nguai chan nuoi Nhiem vu ciia phong la huong dan tu van ky thuat chan nuoi va each su dung thuoc, xu ly nhung phan nan cua khach hang ve chat luong thuoc ciia cong ty Dong thai, nen xay dung lai website cua cong ty nham thu hut dugc su chii y cua cac doi tugng khach hang quan tam den cac thong tin nhu: thong tin quang cao (Cong ty se dang nhirng doan video quang cao ve san pham, nhung doan video giai thieu ve cong ty va nhung tich da dat dugc ve chat lugng san pham ; Tin tuc ve chan nuoi va thii y Bo - Nganh quy djnh hay nhung tin tuc thj truong lien quan den tinh hinh chan nuoi, djch benh nham giup ho co huong dau tu thich hop truac nhirng thay doi ve chinh sach cua nha nuac va su bien dong cua tinh hinh thj truang hay de hg kjp thai phong trj truac cac djch benh nguy hiem GVHD: ThS.Tran Minh Tuan 81 SVTH: Huynh Van Phuc package connectDB; import java.sql.Connection; import java.sql.DriverManager; import java.sql.SQLException; public class ConnectDB { public static Connection = null; private static ConnectDB instance = new ConnectDB(); public static ConnectDB getInstance() { return instance; } public void connect() throws SQLException { String url = "jdbc:sqlserver://localhost:1433;database name=QLNVIEN"; String user = "sa"; String pw = "123"; = DriverManager.getConnection(url, user, pw); if(con != null) { System.out.println("thanh cong"); } } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } Giaiphap nang cao hieu qua chien luge Marketing tai cong ty TNHH Thuoc Thu YA Chdu TAI LIEU THAM KHAO Doan Thj Hong Van va Kim Nggc Dat (2010) Quan tri chien luge Nha xuat ban Thong Ke Luu Thanh Due Hai (2007) Marketing ung dung san xuat thuang mai - dich vu Nha xuat ban Thong Ke Nguyen Bich va Nguyen Manh Tuan (2005) Giao trinh Nguyen ly Marketing Nha xuat ban Ha Noi Nguyen Pham Thanh Nam va Truong Chi Tien (2007) Quan Tri Hoc Nha xuat ban Thong Ke "Doanh nghiep thuoc thu y gap kho khan ve von " http://agro.gov.vn/news/tID22549_Doanh-nghiep-thuoc-thu-y-gap-kho-ve-von.htm truy cap 20/05/2012 "Nguai chan nuoi heo muon bo nghe " http://www thesaigontimes.vn/Home/nongsan/tintucthitruong/73357/DBSCL-Nguoichan-nuoi-heo-muon-bo-nghe.html, truy cap 23/05/2012 "Nhieu doanh nghiep nganh san xuat thuoc thii y se giai the, dong ciia vi bj Bo Nong nghiep va Phat trien nong thon (NN&PTNN) rut giay phep hoat dong, neu den 31-12-2011 san pham khong dat tieu chuan thuc hanh tot san xuat thuoc (GMP), http://www.giaiphapiso.com/vn/info/c29-a2 70/GMPHang-loatnha-may-san-xuat/, truy cap 24/05/2012 * Cac tai lieu goc ciia co quan thuc tap Bao cao ket qua hoat dong kinh doanh nam 2009 den 2011 cua Cong ty TNHH Thuoc Thii Y A Chau - Phong Ke Toan Bang gia ban le cac san pham thuoc thii y va chinh sach cho dai ly, cua hang ban le cua Cong ty TNHH Thuoc Thii Y A Chau - Phong Kinh Doanh Ofil HOC VO TRlTONG TOfiN THU VIEN • „ GVHD: ThS.Tran Minh Tuan 82 SVTH: Huynh Van Phuc