Khóa luận tốt nghiệp Quản trị kinh doanh: Hoạch định chiến lược Marketing – Mix cho Công ty Cổ phần Xây dựng Công trình giao thông 586 chi nhánh Cần Thơ

Khóa luận tốt nghiệp Quản trị kinh doanh: Hoạch định chiến lược Marketing – Mix cho Công ty Cổ phần Xây dựng Công trình giao thông 586 chi nhánh Cần Thơ được thực hiện với mục tiêu nhằm phân tích các chiến lược sản phẩm, chiến lược giá, chiến lược kênh phân phối và chiến lược xúc tiến của công ty cổ phần xây dựng công trình giao thông 586 chi...

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; } } TRtTOfNC t>(fl HOC VO TRttfNG TOflN KHOA KINH TE Off IHOC VOTRlfClNG TOflN KHOA LUAN TOT NGHIEP HOACH DINH CHIEN LlTOC • • • MARKETING - MIX CHO CONG TY CO PHAN XAY DlTNG CONG TRINH GIAO THONG 586 CHI NHANH CAN THO Nguyen Ton My Linh Chuyen nganh: Quan Tri Kinh Doanh Giang vien hiring dan: Tran Trong Tin Hau Giang, thdng nam 2012 package connectDB; Hoach dinh chien lucre Marketing - Mix cho Cong ty Co phdn xay dung cong trinh giao thong 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"); } 586 chi nhdnh Can Tha ^ _ } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } LCH CAM TA • Sau thai gian tiep xuc vai thuc te, thong qua qua trinh thuc tap tai Cong ty co phan xay dung cong trinh giao thong 586 chi nhanh Can Tha, ket hap vai nhung ly thuyet da dugc hoc a truang, den em da hoan dugc de tai Co dugc ket qua nay, em xin chan cam an quy thay co khoa kinh te da truyen day cac kien thuc kinh te va xa hoi, dac biet la sir huang dan cua thay Tran Trgng Tin de em hoan de tai Em cung xin chan cam an Ban lanh dao cong ty co phan xay dung cong trinh giao thong 586 chi nhanh Can Tha, phong Kinh Doanh, phong Ke Hoach - Tong Hgp, phong Tai Chinh - Ke Toan, dac biet la anh Linh phong Kinh Doanh da tan tinh giup suot qua trinh thuc tap tai cong ty va em cung xin cam an tinh cam cua cac anh chi cac phong ban chuc nang da huang dan va cung cap so lieu de em hoan khoa luan Do kien thuc nhieu han che va thai gian thuc tap co han nen de tai khong the tranh khoi nhung thieu sot, han che mong cac thay co va quy co chu, anh chi co quan gop y de de tai cang hoan thien han Sau cung em xin chan chuc cac thay co Khoa Kinh Te va Cong ty lai chuc tot dep nhat Chuc cac thay co sue khoe doi dao, hanh phuc de tiep tuc cham boi cho the he tre dat nuac Chuc cong ty dat dugc cac muc tieu, cac ke hoach de qua trinh hoat dong kinh doanh thai gian tai Vai nhung kien thuc dugc cac thay co giang day va nhung kinh nghiem co dugc qua trinh hoc tap tai Truang Dai hoc Vo Truang Toan la hanh trang vung chac de em buac vao thuc tien cuoc song Em xin tran cam an! Ngay 25 thdng 07 nam 2012 Sinh vien thirc hien Nguyen Ton My Linh GVHD: Tran Trong Tin i SVTH: Nguyen Ton My Linh Hoach dinh chien luge Marketing - Mix cho Cong ty Co phan xay dung cong trinh giao thong 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"); } 586 chi nhanh Can Tha } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } LC« CAM DOAN Em cam doan de tai la chinh em thuc hien, cac so lieu thu thap va kit qua phan tich dh tai la trung thuc, dh tai khong trung vai bat ky de tai nghien cuu khoa hoc nao Ngay 25 thdng 07 nam 2012 Sinh vien thirc hien Nguyen Ton My Linh GVHD: Tran Trong Tin ii SVTH: Nguyen Ton My Linh package connectDB; Hoach dinh chien luge Marketing - Mix cho Cong ty Cophan xay dung cong trinh giao thong 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 { 586chi nhanh Can Tha ^^^^ 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; } } NHAN XET CUA GIAO VIEN Hl/CfNG DAN Ngay 25 thdng 07 nam 2012 Giao vien hiring dan Tran Trong Tin GVHD: Tran Trong Tin iii SVTH: Nguyen Ton My Linh Hoach dinh chien luge Marketing - Mix cho Cong ty Cophan xay dung cong trinh giao thong 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"); } 586 chi nhanh Can Tha } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } TOM TAT Sue khoe hien tai cua mot cong ty dugc luang qua hoat dong kinh doanh, he thong va nguon lire, trien vong phat trien Ian manh ve lau dai thi phu thuoc chu yeu vao chien luge Va nen kinh te thi truang canh tranh nhu hien nay, mot doanh nghiep muon ton tai va phat trien thi doanh nghiep phai tien hanh huy dong moi nguon lire, phai biet dieu hanh tong hgp mgi yeu to nham dat dugc muc tieu da dinh san Thong qua chien luge Marketing, doanh nghiep co the phat huy het noi lire huang vao nhung ca hoi hap dan tren thi truang va vi the se giup doanh nghep nang cao hieu qua kinh doanh, tang cuang kha nang canh tranh qua trinh ma cua va tu hoa nen kinh te Rieng vai linh vuc xay dung hien nay, tren thi truang dang dien het sue gay gat dac biet la cac hoat dong dau thau, kinh doanh bat dong san, cac khu chung cu, nha a, Dang dien het sue quyet Het va lgi nhuan mang ve phai dam bao cho sir ton tai va phat trien cua cong ty Vai phuang thuc toi uu hoa giup cho cong ty huang den muc tieu de va dat dugc ket qua nhu mong muon la hoach dinh chien luge Marketing Nhan thay vai tro quan va sir can thiet cua chien luge Marketing kinh doanh cua cong ty vi vay tac gia chon de tai "Hoach dinh chien luge Marketing - Mix cho cong ty co phan xay dung cong trinh giao thong 586 chi nhanh Can Tha" lam khoa luan tot nghiep nham de xuat chien luge Marketing phu hgp vai thi truang canh tranh hien sau tac gia da thuc tap tai cong ty co phan xay dung cong trinh giao thong 586 chi nhanh Can Tha Dim vao cac so lieu thong ke ve cac hoat dong kinh doanh, cac hoat dong Marketing cua cong ty co phan xay dung cong trinh giao thong 586 chi nhanh Can Tha va cac yeu to moi truang ben trong, moi truang ben ngoai anh huang den hoat dong Marketing cua cong ty co phan xay dung cong trinh giao thong 586 chi nhanh Can Tha va mot so tai lieu thu cap tac gia thu thap dugc tren sach, bao, cac trang wed, tac gia da xay dung dugc chien luge Marketing - mix cho cong ty GVHD: Tran Trong Tin iv SVTH: Nguyen Ton My Linh package connectDB; Hoach dinh chien luge Marketing - Mix cho Congty Cophan xay dung cong trinh giao thong 586chinhanh Can Tha _^_ 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; } } MUC LUC LCHCAMTA i LdlCAMDOAN ii NHAN XET CUA GIAO VIEN HU^NG DAN iii TOMTAT iv MUC LUC v DANH MUC BIEU BANG viii DANH MUC HINH ix DANH MUC TlT VIET TAT x PHANMdDAU 1 Ly chon de tai Muc tieu nghien ciru 2.1 Muc tieu chung 2 2.2 Muc tieu cu the Pham vi nghien cum 3.1 Khong gian 2 3.2 Thai gian 3.3 Doi tugng nghien cuu 2 Luoc khao tai lieu co lien quan den de tai nghien ciru PHAN NOI DUNG CHlTONGl PHU0NG PHAP LUAN VA PHlTONG PHAP NGHIEN ClfU 1.1 Phinmg phap luan 1.1.1 Cac khai niem 1.1.1.1 Marketing lagi? 1.1.1.2 Ban chat cua Marketing 1.1.1.3 Vai tro cua Marketing 1.1.1.4 Hoach dinh chien luge Marketing 1.1.2 Chien luge Marketing - Mix 1.1.3 Cac yeu to moi truang anh huang den Marketing 1.1.3.1 Moi truang vlmo 1.1.2.2 Moi truang vi mo: 1.1.3.3 Moi truang noi bo doanh nghiep 1.2 Phirong phap nghien ciru GVHD: Tran Trong Tin 5 14 15 21 24 26 v SVTH: Nguyen Ton My Linh Hoach dinh chien luge Marketing - Mix cho Cong ty Co phan xay dung cong trinh giao thong 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"); } 586 chi nhanh Can Tha } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } 1.2.1 Phuang phap thu thap so lieu 1.2.2 Phuang phap phan tich so lieu 26 26 1.2.2.1 Ma tran IFE 26 1.2.2.2 Ma tran EFE 27 1.2.2.3 Ma tran SWOT 28 1.2.2.4 Cac chi so tai chinh 29 CHIT0NG2 31 THlTC TRANG MARKETING TAI CONG TY CO PHAN 31 XAY DUNG CTGT 586 CHI NHANH CAN THO 31 VA MA TRAN IFE 31 2.1 Gioi thieu cong ty 2.1.1 Qua trinh hinh va phat trien cua cong ty 31 31 2.1.2 LTnh vuc hoat dong 32 2.1.3 Khai quat ve ket qua hoat dong kinh doanh 33 2.2.2 Thanh phan va chuc nang cua phong - ban cua chi nhanh Can Tha 36 2.2.2.1 Ban giam doc 36 2.2.2.2 Cac Phong-Ban 2.2.3 Cac hoat dong Marketing cua cac phong ban tai cong ty 37 40 2.3 He thong thong tin 40 2.4 Ve mat cong nghe 41 2.5 Ve mat tiem lye 41 2.6 Tai chinh 41 2.7 Hoat dong marketing 43 2.7.1 Chinh sach sanpham 2.7.2 Chinh sach gia 43 43 2.7.3 Chinh sach kenh phan phoi 44 2.7.4 Chinh sach chieu thi 44 CHUONG3 46 PHAN TICH MOI TRlT6»NG BEN NGOAl ANH HUONG DEN HOAT DONG MARKETING CUA CONG TY 46 3.1 Moi trirdtig vi mo 46 3.1.1 Yeut6 kinh tl 46 3.1.2 Yeu to xa hoi 48 3.1.3 Yeu to chinh phu va chinh tri 3.1.4 Yeu to cong nghe va klthuat 3.1.5 Yeiitdqudcte 48 49 49 3.1.6 Yeu to tu nhien 50 GVHD: Tran Trong Tin vi SVTH: Nguyen Ton My Linh package connectDB; Hoach dinh chien luge Marketing - Mix cho Cong ty Cophan xay dung cong trinh giao thong 586 chi nhanh Can Tha ^^^_^ _ 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; } } 3.2 Moi trircmg vi mo 51 3.2.1 Doi thu canh tranh hien tai 51 3.2.2 Doi thu canh tranh tiem an 52 3.2.3 Khach hang 3.2.4 Nha cung cap 3.2.5 San pham thay the 52 53 53 CHITONG4 55 CHIEN LlTOC MARKETING - 4P CHO CONG TY CP XAY DlTNG CTGT 586 CHI NHANH CAN THO 4.1 Xac dinh sii* mang va muc tieu 4.1.1 Xac dinh su mang 55 55 55 4.1.2 Xac dinh muc tieu 55 4.2 Xay dirng chien lircrc kinh doanh cho cong ty co phan xay dirng cong trinh giao thong 586 chi nhanh Can Tho1 4.2.1 Hinh chien luge thong qua ma tran SWOT 56 56 4.2.2 Giai thich chien luge 57 4.3 Xay dirng chien liro*c Marketing 4.3.1 Chien luge san pham 58 58 4.3.2 Chien luge gia 58 4.3.3 Chinh sach phan phoi 58 4.3.4 Chinh sach xuc tien 59 KET LUAN VA KIEN NGHI 60 Ket luan 60 Kien nghi 2.1 Vephiacongty 60 60 2.2 Ve phia nha nuac 60 tAi lieu tham khAo 61 PHU LUC 62 GVHD: Tran Trong Tin vii SVTH: Nguyen Ton My Linh package connectDB; Hoach dinh chien luge Marketing - Mix cho Cong ty Co phan xay dung cong trinh giao thong 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; 586 chinhanh Can Tha } 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; } } DANH MUC BIEU BANG Bang 1.1: Ma tran SWOT 28 Bang 2.1: Bang 2.2: Bang 3.1: Bang 4.1: 42 45 54 56 Cac chi tieu tai chinh cua congty Ma tran danh gia noi bo (IFE) Ma tran danh gia cac yeu to ben ngoai (EFE) Ma tran SWOT cua cong ty GVHD: Tran Trong Tin viii SVTH: Nguyen Ton My Linh package connectDB; Hoach dinh chien luge Marketing - Mix cho Cong ty Cophan xay dung cong trinh giao thong 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 { 586 chi nhanh Can Tha 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; } } DANH MUC HINH Hinh 1.1: Tien trinh hoach djnh chien luge Hinh 1.2: Cau true cua Marketing hon hgp Hinh 1.3: sa chu ki dai song cua san pham Hinh 1.4: So kenh phan phoi cue ngan 12 Hinh 1.5: Sa kenh phan phoi ngan 12 Hinh 1.6: Sa kenh phan phoi cue dai 13 Hinh 2.1: Doanh thu ve ban hang va cung cap dich vu 33 Hinh 2.2: Chi phi quan ly doanh nghiep 35 Hinh 2.3: Lgi nhuan tu hoat dong kinh doanh cua cong ty 35 Hinh 2.4: So Co cau to chuc cua Cong ty CP XD CTGT 586 36 chi nhanh Can Tha 36 GVHD: TranTrong Tin ix SVTH: Nguyen Ton My Linh package connectDB; Hoach dinh chien luge Marketing - Mix cho Cong ty Co phan xay dung cong trinh giao thong 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; 586chi nhanh Cdn Tha } 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; } } Giam thue, cat giam hang rao phi thue quan, md cua mdi trudng dich vu se khien cho mdi trudng kinh doanh d nude ta cang canh tranh han Trudc sue ep canh tranh, cac doanh nghiep nude bao gdm doanh nghiep nha nude se phai vuon len de tu hoan thien minh, nang cao tinh hieu qua va sue canh tranh cho toan bd nen kinh te Do ap lire canh tranh cang tang, cu thi nganh xay dung: - Doanh nghiep nude ngoai cd nang lire dau tu manh, da sd cd uy tin tdt tren thi trudng qudc te, cd nang lire giup dd chu cdng trinh ve dau tu han doanh nghiep nude - Doanh nghiep nude ngoai cd tien vdn manh, ddng vai trd la cdng ty chu thau chinh du an cac du an BOT Cdn lai da sd doanh nghiep xay dung nude khdng du tien vdn, the che quan ly lac hau thi chi giu vai trd thau phu du an BOT - Doanh nghiep nude ngoai cd uu the kT thuat cao ro ret d nhieu ITnh vuc, ca che su dung nhan tai hop ly, dai ngd tien luang cao, thu hut dugc nhieu nhan tai nude Dieu se khien cho cac doanh nghiep thi cdng xay dung nude vdn da thieu nhan tai lai dung trudc thu thach: nan can bd kT thuat gidi bd di lam cho doanh nghiep nude ngoai - Doanh nghiep nude ngoai cd mdi quan he hgp tac kha cd dinh vdi mot sd chu dau tu tren the gidi chang han nhu cac cdng ty che tao ldn va hg thudng dugc chu dau tu chgn lam cdng ty nhan thau chi dinh dac biet cac du an cd lien quan den bi mat kT thuat cdng nghe san xuat cua chu dau tu nude ngoai 3.1.6 Yeu to tu* nhien Can Tha nam tren bd phai sdng Hau, d Ddng bang sdng Cuu Long, la mot nhirng phd true thudc cua trung uang Viet Nam Ngay 29 thang nam 2009 dugc Chinh phu quyet dinh cdng nhan la khu thi loai 1, cd dien tich ndi la 53 km Ngay nay, vdi muc nhiem va huy hoai mdi trudng d cac khu vuc ndi nghiem trgng, anh hudng den sue khoe ngudi dan, cac nha may xi nghiep cua ta hau het tap trung d cac khu dan cu va da dugc xay dung tu lau, cdng nghiep lac hau, cu ki gay d nhiem mdi trudng xung quanh Nha nude da va dang tien hanh di ddi cac nha may khoi khu vuc cdng nghiep mdi, cac khu che xuat d ngoai Cac cdng trinh giao thdng, thuy lgi cung tu ma gia tang Do vay nhu cau ve dau tu xay dung cac nha may, cac ca sd san xuat, cac khu cdng nghiep, cau dudng, thuy lgi dang tang cao Cac khu dan cu mdi xay dung, giao thdng thuan tien, ca sd tang tdt, thuan lgi se la sir lira chgn cua nhung ngudi dan Nhu cau ve xay dung cung vi vay ma gia tang Ben canh do, hau d Can Tha la hau nhiet ddi vdi hai mua chinh: mua mua (thang - thang 11) va mua khd (thang 12 - thang 4) Dd am trung GVHD: Tran Trong Tin 50 SVTH: Nguyen Ton My Linh Hoach dinh chien luge Marketing - Mix cho Congty Cophan xay dung cong trinh giao thong 586 chinhanh Cdn Tha 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; } } binh la 83%, lugng mua trung binh 1.635 mm, nhiet dd trung binh 27°, da anh hudng rat nhieu den hoat ddng san xuat kinh doanh cua cac doanh nghiep xay dung nhu lam gian doan qua trinh thi cdng xay dung, tien thi cdng bi keo dai, vdn dau tu bi u ddng, .Do vay cac doanh nghiep can chu y den nhan td tu nhien hoach dinh ke hoach thi cdng cdng trinh hgp ly Viec khai thac tran lan cac ngudn tai nguyen nhu cac md da, cdn cat, da gdp phan lam cho ngudn tai nguyen bi dan can kiet dan den gia nguyen vat lieu cao hay la phai nhap khau tu nude ngoai, tham chi la thieu qua trinh thi cdng lam anh hudng rat ldn den xay dung cdng trinh giao thdng, cdng nghiep, dan dung, thuy lgi, thuy dien Dieu ddi hdi cac doanh nghiep phai tap trung chat xam, cac tien bd khoa hgc kT thuat de nghien cuu phat minh cac hop chat nhan tao nham thay the viec su dung lang phi cac ngudn tai nguyen thien nhien 3.2 Moi trirong vi mo 3.2.1 Doi thu canh tranh hien tai Trong thi trudng xay dung Ddng bang sdng Cuu Long ndi chung, d phd Can Tha ndi rieng, cdng ty cd rat nhieu ddi thu canh tranh cung hoat ddng cac ITnh vuc kinh doanh Do dd tinh trang canh tranh cang gay gat Hien tai thi cdng ty cd hai ddi thu canh tranh chinh la: o Cdng ty cd phan nha dat Mekong - Mekongland - Dia chi: 03-05 KDC Dieu Hiln, P Phu Thu, Q Cai Rang, Tp Can Tha -Dienthoai: 07103918999 - Dugc lap 22 thang 06 nam 2008 xu the phat trien nhanh cac khu dan cu, khu thi mdi tai cac tinh DBSCL, dac biet la Thanh phd Can Tha Ddn dau xu the phat trien kinh te Cau Can Tha dugc hoan va dua vao khai thac su dung; Mekongland tham gia thi trudng bat ddng san tai Can Tha vdi ca cau td chuc cua mot doanh nghiep vira va nhd vdi cac san pham dich vu da dang tu viec mdi gidi va mua ban cac san pham dat du an, nha phd lien ke, biet thu, nha dat tai trung tam quan Ninh Kieu , phd Can Tha, tu van, hd trg vay vdn ngan hang, dich vu sang ten cho khach hang den viec dau tu hoac hop tac dau tu cac du an bat ddng san - Trai qua thai gian lam viec ludn giu chu " Tam", chu "Tin" vdi khach hang, nha dau tu, cung vdi viec tung budc hoan thien ca cau td chuc va san pham dich vu, day manh va nang cao ngudn nhan lire vdi trinh chuyen mdn cao, pham chat dao due tdt, nhiet tinh, cd tinh than trach nhiem cao, Mekongland ludn cam kit va ludn lam hai long mgi khach hang, mgi nha dau tu Mekongland da va dang khang dinh thuang hieu cua minh tren thuang trudng 2"Lien su hinh va phattrien ciia Mekongland" http://mekongland24h.com.vn/bai-viet/Tin-tuc/lLICH-SU-HlNH-THANH-VA-PHAT-TRIENMEKONGLAND/158/25.mt24h, truy cap 22/07/2012 GVHD: Tran Trong Tin 51 SVTH: Nguyen Ton My Linh Hoach dinh chien luge Marketing - Mix cho Congty Cophan xay dung cong trinh giao thong 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"); } 586 chi nhanh Cdn Tha } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } - Trong qua trinh phat triln cung vdi viec tich luy nhung kinh nghiem quy bau, Mekongland dang thuc hien dau tu va hop tac dau tu cac du an vdi quy md tu nhd den ldn tai Can Tha va cac tinh lan can.Vdi tiem lire tai chinh manh me, vdi mdi quan he tdt vdi cac ngan hang va td chuc tin dung cd uy tin cam ket hd trg, vdi tam nhin chien luge lau dai, nen vao 29/05/2011 dng DO CONG QUYEN (Giam Ddc Cdng ty) quylt dinh lap San Giao Dich Bat Ddng San Mekongland Phu Qudc tai dac khu Kinh te-Du lich Huyen dao Phu Qudc, tru sd tai sd 08A, dudng Tran Hung Dao, Thi tran Duong Ddng, Huyen Phu Qudc, Tinh Kien Giang; hoat ddng cac ITnh vuc: dau tu kinh doanh, mdi gidi bat ddng san, bat ddng san du lich, du lich nghi dudng va dich vu van chuyen khach du lich - Vdi phuang cham hoat ddng la chd dua dang tin cay cho khach hang "An cu, lac nghiep" va la ddi tac mang lai hieu qua cao nhat cho cac nha dau tu, Mekongland ludn ludn no lire het minh cho muc tieu o Cdng ty Cd phan Xay dung Thuang mai Dia dc Hong Loan3 Dia chi: 16-18, Tran Van Kheo, P.Cai Khe, Q.Ninh Kieu, Thanh phd Can Tha Dien thoai: (0710) 765438 Cdng ty Cd phan Xay dung Thuang mai Dia dc Hong Loan dugc lap theo Giay Chung nhan Dang ky Kinh doanh Cdng ty Cd phan sd 5703000134 Sd Ke hoach va Dau tu Thanh phd Can Tha cap 03/02/2005, dang ky thay ddi va cap lai lan 29 thang 09 nam 2009, la hdi vien cua Phdng Thuang mai va Cdng nghiep Viet Nam (VCCI) va Hiep hdi Doanh nghiep Thanh phd Can Tha (CBA) Cdng ty Hong Loan hoat ddng tren nhieu ITnh vuc: xay dung, thiet ke kien true cac cdng trinh dan dung, cdng nghiep, kinh doanh Bat ddng san, khu du lich 3.2.2 Doi thu canh tranh tiem an Trong tuang lai cdng ty se cd nhieu ddi thu canh tranh vi: - Cac cdng ty xay dung (khac ITnh vuc) se chuyen sang loai hinh da nganh nghe, da san pham - Nhieu cdng ty nude ngoai gia nhap vao thi trudng Viet Nam, cac cdng ty vdi sir dau tu tu nude ngoai cang nhieu 3.2.3 Khach hang Khach hang la sir sdng cua cdng ty, khach hang trung la mot lgi the ldn cua cdng ty Sir trung cua khach hang dugc tao vdi sir thoa man nhung nhu cau cua khach hang va mong muon tdt han Mot sovan dl tac ddng den nha dau tu (khach hang) qua trinh dau thau: "Giai thieu" http://www.hongloanco.vn/page/index.php?option^com content&task^bloacate»ory&id=27&Itemid^80, truy cap 21/07/2012 GVHD: Tr^n Trong Tin 52 SVTH: Nguyen Ton My Linh Hoach dinh chien luge Marketing - Mix cho Cong ty Cophan xay dung cong trinh giao thong 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 { 586 chi nhanh Cdn Tha „^^^_^^ ^^^ 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; } } - Sd lugng cdng ty, doanh nghiep xay dung tham gia dau du thau cang nhieu - Cac nha thau than tin vdi nha dau tu - Dau thau vdi gia thap Thdng thudng thi nha thau ludn chgn nhung cdng ty bd gia thap, nhung lai cd cdng nghe thi cdng hien dai, dam bao chat lugng cdng trinh, thai gian hoan sdm, Yeu cau cua nha dau tu ludn thay ddi theo sir phat trien cua xa hdi, cdng nhe - khoa hgc Do cdng ty can phai cd mdi quan he tdt vdi nha dau tu, can nghien cuu nham phat hien nhung nhu cau mdi cung nhu nhan san pham khdng cdn phu hop vdi nha dau tu 3.2.4 Nha cung cap Cac nha cung cap la nhung ngudi cd lgi the quyet dinh gia dau vao cua hang hda, san pham ma cdng ty mua vao, nhat la san pham hang hda cua hg mang tinh chat ddc quyen Hg cd the tao lgi nhuan bang each tang gia giam chat lugng hay dich vu di kem Nhirng lgi the chu yeu cua nha cung cap nhu: Sd lugng ngudi cung cap it, khdng cd mat hang thay the khac va khdng cd nha cung cap nao chao ban cac san pham cd tinh khac biet Tuy nhien, hien tren thi trudng cd rat nhieu nha cung cap nguyen lieu dau vao, ben canh dat nude dang hdi nhap sau vao mdi trudng kinh doanh quoc tl, vi thi se cd rat nhieu nha cung cap tham gia vao mdi trudng vdn da dang canh tranh gay gat nhu hien 3.2.5 San pham thay the Ngay vdi sir phat triln nhanh chdng cua khoa hgc cdng nghe, thi tuang lai khdng xa (ddi vdi nganh xay dung) cac cdng ty se nghien cuu cac san pham mdi vdi chi phi thap ma van dam bao chat lugng, tang dd ben cho san pham va bao ve mdi trudng, .se la ddi thu canh tranh gay gat xay dung Sue ep cd san pham thay thi lam han che tiem nang lgi nhuan cua nganh vi phai dau thau vdi gia thap, tham chi khdng tham gia dau thau, neu cdng ty khdng chu y tdi san pham thay thi thi cd the se bi tut lai vdi thi trudng nhd be Qua phan tich mdi trudng ben ngoai ta cd the rut mot sd ca hdi va thach thuc nhu sau: Ca hoi: Nhu cau xay dung cang cao Tinh hinh chinh tri on dinh, nha nude cd chinh sach uu dai ve thue Khach hang tin nhiem qua qua trinh thi cdng May mdc, thilt bi kT thuat cang hien dai GVHD: Tran Trong Tin 53 SVTH: Nguyen Ton My Linh package connectDB; Hoach dinh chien luge Marketing - Mix cho Cong ty Cophan xay dung cong trinh giao thong 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"); } 586 chi nhanh Cdn Tha } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } Thach thuc: Tinh hinh canh tranh hien tai cua cac ddi thu kha gay gat Sir canh tranh vl san pham thay the va ddi thu tiem an mot ldn Yeu cau cua nha dau tu cang cao Lam phat va ti gia hoi doai ludn bien ddng anh hudng den nganh Bang 3.1: Ma tran danh gia cac yeu to ben ngoai (EFE) Muc dd Cac ylu td quan Sd diem Phan loai trgng quan trgng 0,15 0,45 0,11 0,33 Khach hang tin nhiem qua qua trinh xay dung 0,15 0,45 May mdc, thiet bi ky thuat cang hien dai 0,12 0,48 Tinh hinh canh tranh hien tai cua cac ddi thu 0,11 0,22 0,12 0,24 Yeu cau cua nha dau tu cang cao 0,11 0,22 Lam phat va lai suat 0,11 0,22 Tdng 1,00 Nhu cau xay dung cang cao Tinh hinh chinh tri dn dinh, nha nude cd chinh sach uu dai ve thue Canh tranh ve san pham thay the va ddi thu tiem an 2,61 (Nguon: tham khao y kien cua chuyen gia) Vdi tong sd dilm quan trgng la 2,61 cao han muc trung binh la 2,5 dieu cho thay kha nang phan ung cua cdng ty chi d muc trung binh ddi vdi cac ca hdi va de dga tu mdi trudng ben ngoai GVHD: Tran Trong Tin 54 SVTH: Nguyen Ton My Linh Hoach dinh chien luge Marketing - Mix cho Cong ty Co phan xay dung cong trinh giao thong 586 chinhanh Cdn Tha _^—— 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; } } CHlTONG CHIEN LlTOC MARKETING - 4P CHO CONG TY CP XAY DlTNG CTGT 586 CHI NHANH CAN THO 4.1 Xac dinh su* mang va muc tieu 4.1.1 Xac dinh sir mang Ban giam ddc va toan thi nhan vien, cdng nhan cdng trinh cdng ty cd phan xay dung cdng trinh giao thdng 586 tuang lai se la mot tap doan kinh te phat triln vung manh, khdng ngirng phat trien va vuon cao tdi muc tieu chat lugng va hieu qua 4.1.2 Xac dinh muc tieu Vdi nhu cau phat triln cua cdng ty tuang lai dl dap ung nhu cau cang cao nhung ddi hdi, yeu cau cua thi trudng thi viec xay dung chien luge Marketing cd tinh chat quylt dinh den cudc sdng cua cdng ty Dieu cd nghTa la cdng ty co phan xay dung cdng trinh giao thdng 586 phai khdng ngirng nang cao nang lire xay dung, nang cao ve ngudi, ddi mdi may mdc thiet bi, nang cao vdn dau tu Han nua cdng ty cdn phai de cac muc tieu chien luge Marketing tu dinh hudng phat triln cho cdng ty Cdng ty can tim nhirng bien phap khac phuc mat yeu, phuang hudng hanh ddng cu the de thai gian tdi se dat dugc muc tieu de Tu thuc trang cac hoat ddng Marketing cd the xac dinh cac muc tieu thai gian tdi nhu sau: + Muc tieu lgi nhuan Trong nam qua lgi nhuan cdng ty khdng ngirng tang len Tren ca sd do, cdng ty co phan xay dung cdng trinh giao thdng 586 chi nhanh Can Tha de muc tieu nhu sau: - Tang doanh thu it nhat 15% nam tdi - Tang tdi da lgi nhuan, it nhat mdi nam la 12% + Muc tieu tao the lire canh tranh Trong nam tdi cdng ty dl muc tieu latang thi phan cua cdng ty tren thi trudng xay dung la 30% GVHD: Tran Trong Tin 55 SVTH: Nguyen Ton My Linh package connectDB; Hoach dinh chien luge Marketing - Mix cho Cong ty Co phan xay dung cong trinh giao thong 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 { 586 chi nhanh Cdn Tha 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; } } 4.2 Xay dirng chien lirgc kinh doanh cho cong ty co phan xay dung cong trinh giao thong 586 chi nhanh Can Tho* 4.2.1 Hinh chien luoc thong qua ma tran SWOT Tu cac phan tich tren ta cd the dua ma tran sau: Bang 4.1: Ma tran SWOT cua cong ty Co- hoi (O): De doa (T): 0]: Nhu cau xay dung cang cao 02: Tinh hinh chinh tri dn T]: Tinh hinh canh tranh hien tai cua cac ddi thu kha gay gat dinh, nha nude cd T2: Sir canh tranh ve chinh sach uu dai ve thue san pham thay the va ddi 03: May mdc va thiet thu tim an mot ldn bi ky thuat cang T3: Yeu cau cua nha dau tu cang cao T4: Lam phat va ty gia hien dai hdi doai ludn bien ddng anh hudng den nganh Diem manh (S): Chien Iirgc SO: Si; Manh ve tai chinh Si, S2, S3, S6, S7 + Chien lirgc ST: Si, S2, S3 + Ti, T2: S2: Cdng ty cd trang Oi, 02: Chien luge phat Chien luge da dang hda thiet bi thi cdng hoan trien thi trudng san pham S4, S5 + 03 : Chiln chinh, hien dai S3: Cd ddi ngu kT su luge ket hgp ve phia sau va cdng nhan xay dung S3, S4 + T3, T4: Nang cao chat lugng cdng trinh cd trinh chuyen mdn S4: Cd he thdng thdng tin chat che va hoan chinh S5: Cd mdi quan he tdt vdi nha dau tu va nha cung ung vat lieu S6: Nhan vien dau thau cd nhieu kinh nghiem nghe S7: Dugc khach hang tin nhiem qua qua trinh thi cdng GVHD: Tran Trong Tin 56 SVTH: Nguyen Ton My Linh Hoach dinh chien luge Marketing - Mix cho Cong ty Cd phan xay dung cong trinh giao thong 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"); } 586 chi nhanh Cdn Tha } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } Chien liroc WO: Diem yeu (W): Wi; Cdng tac nghien W,, W2, W3 + O,, 04: Chien lirgc WT: W,,W2,W3,W4 + Ti, Chiln luge bdi dudng T2, T3, T4: Chiln luge cuu thi trudng cdn kem W2: Quan ly thuang can bd quan ly, ky su va lien doanh hieu cho cdng ty cdn yeu cdng nhan xay dung W3: Can bd quan ly cdn thieu nhan lire chua dap ung dugc nhiem vu dera W4: Viec ung dung cdng nghe, kT thuat mdi vao xay dung cdn kem 4.2.2 Giai thich chien lirgc Chien liro*c phat trien thi trircmg: Ngoai thi trudng tai phd Can Tha, cdng ty nen phat triln thi trudng xudng Sdc Trang, Bac Lieu, Ca Mau Da dang hoa san pham: Cdng ty nen tiln hanh tim nhung bien phap de phat triln san pham mdi nhu: can vugt phd, ky thuat xu ly nen dat mln Tiln hanh da dang hda cac loai hoat ddng: Xay dung mdi, nang cap sua chua cdng trinh Chien lirgc tao uy tinh Mng each nang cao chat lirgng cong trinh: Trong qua trinh thi cdng thi cac kT su phai quan ly cdng trinh chat che dam bao thi cdng dung thai han, chat lugng cua nha dau tu yeu cau va sau hoan cdng trinh phai bao hanh cdng trinh dl tao them long tin cho nha dau tu Chien liro*c boi dirong can bo quan ly, ky sir va cong nhan xay dirng: Day la mot khau hit sue quan trgng, no anh hudng rat ldn din hinh anh cua cdng ty mat cua khach hang va chat lugng cua cdng trinh thi cdng va dac biet la viec ung dung khoa hgc kT thuat mdi Cho nen cdng ty phai thudng xuyen boi dudng nang can bd quan ly, cao tay nghl cac kT su va cdng nhan xay dung dl cd thi ap dung cdng nghe khoa hgc kT thuat mdi vao xay dung nham dap ung nhu cau ddi hdi cao cua nha dau tu Chien lirgc lien doanh: Lien doanh xay dung se giup cdng ty tri dugc thi phan cua minh va thdng qua ta cd thi hgc hdi dugc nhilu kinh nghiem GVHD: Tran Trong Tin 57 SVTH: Nguyen Ton My Linh Hoach dinh chien luge Marketing - Mix cho Cong ty Co phan xay dung cong trinh giao thong 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"); } 586 chi nhanh Cdn Tha } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } 4.3 Xay dyng chien lirc/c Marketing 4.3.1 Chien hrgc san pham Da dang hoa san pham: Tim san pham lan can vdi san pham cu vdi cung dilu kien san xuat nhu nhu: + Nha: nha go, nha thep + Cau: cau thep, cau treo, cau vugt Chat lirotig: + Thudng xuyen nang cao tay nghe cho ddi ngu can bd kT su, cdng nhan vien dl dap ung yeu cau cua chu dau tu + Ap dung nhirng cdng nghe xay dung mdi vao thi cdng, dau tu thilt bj tien tiln va nang cao nang suat cua may mdc + Ludn dam bao ve thai gian thi cdng + Ngoai cdng ty nen chu y tdi chat lugng cua nguyen vat lieu xay dung va each bao quan dl dam bao chat lugng thi cdng 4.3.2 Chien lirc/c gia Ddi vdi doanh nghiep xay dung thi chinh sach gia cd nhirng diem khac biet so vdi nganh khac: viec lap gia, ca cau gia dugc tinh rieng cho tung cdng trinh, tung khu vuc, phai canh tranh so vdi doanh nghiep khac thdng qua dau thau De thing thau thi doanh nghiep phai cd cac chinh gia hop ly nhu: chi phi thap, dam bao chat lugng, thai gian thi cdng ngan nhat, Vi vay cdng ty nen ap dung cac chien luge sau: - Chien lirox dinh gia thap: cdng ty nam vung dugc cac chi phi xay dung, cac nguon cung cap vat lieu vdi gia re ma van dam bao chat lugng thi cdng, dac biet la phai cd cdng nghe san xuat Ngoai ra, cdng ty cdn phai dua tren cac ylu td nhu: day chuyln thi cdng, chat lugng, my quan va thai gian thi cdng va lay dilm hda von lam gidi han dua gia dau thau - Chien lirc/c dinh gia theo thj trircmg: xay dung thi ca cau gia san pham cd sir thay doi theo thai ky, theo thi trudng, chang han nhu gia nguyen vat lieu cd sir thay doi theo mua (nhu cat, da ), thay ddi theo thi trudng (dong bang, miln nui, ) Do can phai dua yeu td truot gia vao dau thau - Chien lirgc phan hoa gia: dinh gia can phan biet cho tung vung, tung khu vuc, yeu cau vl kT thuat va chat lugng san pham, cac dilu kien de thi cdng to chuc, ddi tugng tieu thu 4.3.3 Chinh sach phan phoi Co ban thi cdng ty tri hai kenh phan phdi hien tai cua cdng ty la kenh phan phdi cue ngan dh dam bao thi cdng cdng trinh dung chat lugng thilt kl va thai gian da ghi hgp ddng kinh te da ky ket GVHD: Tr^n Trong Tin 58 SVTH: Nguyen Ton My Linh Hoach dinh chien luge Marketing - Mix cho Cong ty Co phan xay dung cong trinh giao thong 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"); } 586chinhanh Cdn Tha _^ ^ .———-—-——-—— a—} public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } Ngoai cdng ty cd thi phat triln them mot kenh phan phdi ngan vdi trung gian la nhirng nha thau chinh, nha thau chinh se true tiep nhan cdng trinh tu chu dau tu va chiu trach nhiem trudc chu dau tu vl chat lugng, kT thuat, thai gian thi cdng, .va chinh hg se ban giao cdng trinh cho chu dau tu Nha thau chinh se chia cho cac nha thau phu tung gdi thau nhd, viec thi cdng xay dung cac cdng trinh cua cac nha thau phu phai chiu sir kilm tra cua nha thau chinh va chu dau tu 4.3.4 Chinh sach xuc tien Tai cdng trinh thi cdng: bd tri mat bang thi cdng hgp ly, ggn gang, sach se, ludn treo bang an toan lao ddng Cdng nhan lam viec thi phai cd quan ao bao hd lao ddng, cd in bilu tugng cua cdng ty len quan ao, len may mdc thiet bi de quang cao Gidi thieu ve nang luc kinh nghiem cua cdng ty hd sa dau thau Thdng qua cac cudc hdi nghi, hdi thao, dau thau, dl gidi thieu nang lire cua cdng ty cho cac ban hang va chu dau tu Ludn tao mdi quan he tdt vdi chu dau tu tu ky ket hop ddng den luc ket thuc hop ddng In cac tai lieu sach, bao cd lien quan din cdng ty, quang cao tren bao va truyen hinh ♦ Ngoai chiln luge 4P tren, cdng ty cung nen chu y tdi yeu td ngudi bdi vi ngudi laylu to quylt dinh sir dat cua cdng ty, vi vay cdng ty nen: - Thudng xuyen to chuc cac buoi dao tao nang cao tay nghe hoac ldp hgc bdi dudng nang lire, - Can cd nhung bien phap nang cao ddi sdng tinh than cho ngudi lao ddng nhu: to chuc tham gia cac buoi da ngoai cho cdng nhan vien, kham sue khoe dinh ki, cd chi nghi nghai phu hgp va td chuc cac cudc thi the thao, GVHD: Tr^n Trong Tin 59 SVTH: Nguyen Ton My Linh Hoach dinh chien luge Marketing - Mix cho Cong ty C6 phan xay dung cong trinh giao thong 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"); } 586chi nhanh Cdn Tha -_————————————————====== } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } KET LUAN VA KIEN NGHI Ket luan Dl tai "Hoach dinh chiln luge Marketing - Mix cho cdng ty co phan xay dung cdng trinh giao thdng 586 chi nhanh Can Tha" la dl tai mang tinh kha mdi me ITnh vuc xay dung Qua qua trinh nghien cuu va phan tich, nhan thay sir can thiet cua Marketing Tren phuang dien nhan thuc vl Marketing cua cdng ty cd phan xay dung CTGT 586 chi nhanh Can Tha thi tat ca cac can bd lanh dao va phdng ban cua cdng ty da cd nhan thuc dung dan vl vai trd va nhiem vu cua cac hoat ddng Marketing ddi vdi su phat trien va ton tai cua cdng ty thi trudng xay dung dang canh tranh gay gat nhu hien Tuy nhien cdng ty van that sir chua quan triet, vln chua cd bd phan can bd bd phan Marketing hoan chinh ma dl nd tu hinh d cac cap lanh dao va d cac phdng ban chuc nang nhu: Phdng kinh doanh, Phdng tai vu, Phdng kl hoach, Do vai trd va tac dung cua bd phan Marketing van chua dugc cdng ty khai thac triet dl Vi vay, cdng ty can cd 1bd phan nhan vien chuyen trach ve Marketing rieng Kien nghi 2.1 Ve phia cong ty Cdng ty nen lap van phdng Marketing rieng biet va tung budc hoan day du cac chuc nang cua phdng Marketing Day manh hoat ddng Marketing ITnh vuc xay dung nham tim kilm dugc nhilu hgp ddng dem lai lgi nhuan cho cdng ty Chan chinh he thong may mdc, han chi hao hut nham tilt kiem chi phi qua trinh thi cdng, nang cao tay nghi cho thg dl dam bao chat lugng Ddng thai cung nen nghien cuu ung dung cdng nghe mdi, vat lieu mdi vao qua trinh thi cdng Thudng xuyen nghien cuu thi trudng dl bilt dugc thi trudng xay dung tuang lai, sir biln ddng cua gia ca nguyen vat lieu, lai suat, gdp phan vao sir phat trien cua cdng ty 2.2 Ve phia nha nirdc Nen hoan thien luat doanh nghiep, dua cac chinh sach ro rang, tao dilu kien thuan lgi cho doanh nghiep hoat ddng tdt han Cd cac chinh sach khuyln khich xay dung va cac uu dai cho nganh xay dung ndi chung va doanh nghiep xay dung ndi rieng Cung cap day du thdng tin vl thi trudng xay dung cho cac doanh nghiep di sau vao phan tich mot each cd he thong, nhu cac thdng tin vl gia ca nguyen vat lieu, thdng tin vl may mdc thilt bi thi cdng, yeu cau kT thuat hien dai, GVHD: Tran Trong Tin 60 SVTH: Nguyen Ton My Linh package connectDB; Hoach dinh chien luge Marketing - Mix cho Cong ty Co phan xay dung cong trinh giao thong 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"); } 586 chi nhanh Cdn Tha } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } TAI LIEU THAM KHAO Dd Thi Tuyet Giao trinh Quan tri chien luac Do Thi TuyIt va Truang Hda Binh (2005) Giao trinh quan tri doanh nghiep Tu sach dai hgc Can Tha Nguyen Bich va Nguyen Manh Tuan (2005) Giao trinh Nguyen ly Marketing Nha xuat ban Ha Ndi Nguyen Thi Lien Diep va Nguyln Pham Thanh Nam (2006) Chien luac va sach luac kinh doanh Thanh phd Hd Chi Minh: NXB Lao ddng - xa hdi Nguyen Pham Thanh Nam va Truang Chi Tiln (2007) Quan Tri Hoc Nha xuat ban Thdng Ke TS Luu Thanh Due Hai(2007) Giao trinh Marketing ung dung san xuat kinh doanh thuang mai - dich vu NXB Thdng ke Cac tap chi kinh tl, cac tap chi chuyen nganh xay dung Mot sd trang web: - http://www.moc.gov.vn - http://www.cantho.gov.vn - http: //wwwxaluan com "Vai net ve kinh te Viet Nam sau nam gia nhap WTO " http://www.tapchicongsan.org.vn/Home/kinh-te-thi-truongXHCN/2012/14953/Vai-net-ve-kinh-te-Viet-Nam-sau-5-nam-gia- nhap.aspx - "Nguyen Nhan va Hau Qua cua Nan Lam PhatHien Nay a Viet Nam " http://danlamthan.wordpress.com/2011/06/04/nguyen-nhan-vah%E 1%BA%ADu-qu%E 1%BA%A3-c%E 1%BB%A7an%E 1%BA%A 1n-l%E 1%BA%A 1m-phat-hi%E 1%BB%87n-nay%El%BB%9F-vi%El%BB%87t-nam/ "Cong ty co phan xay dung cong trinh giao thong 586 " http://www.cuulonginfo.com/company det/39/cong-ty-co-phan-xay-dungcong-trinh-giao-thong-586 Tai lieu gdc cua ca quan thuc tap Bao cao kit qua hoat ddng kinh doanh nam 2009 - 2011 cua cdng ty co phan xay dung cdng trinh giao thdng 586 chi nhanh Can Tha GVHD: Tran Trong Tin 61 SVTH: Nguyen Ton My Linh Hoach dinh chien luge Marketing - Mix cho Cong ty C6 phan xay dung cong trinh giao thong 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 { 586 chi nhanh Cdn Tha 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; } } PHU LUC (Phu luc tu tao chisu dung phuc vu cho luan van) Ket qua hoat ddng kinh doanh cua cdng ty cd phan xay dung cdng trinh giao thdng 586 chi nhanh Can Tha nam 2009: Dan vi tinh: ddng Chi tieu , Ky so Doanh thu ban hang va cung cap dich vu 01 10.668.182.362 Cac khoan giam tru 03 Doanh thu thuan vl ban hang va cung cap dich vu 10 10.668.182.362 Gia vdn hang ban \\ 9.732.186.932 Lgi nhuan gdp vl ban hang va cung cap djch vu 20 935.995.439 Doanh thu hoat ddng tai chinh Chi phi hoat ddng tai chinh 21 22 376.608.948 769.767.082 Chi phi ban hang 24 Chi phi quan ly doanh nghiep 10 Lgi nhuan thuan tu hoat ddng kinh doanh 25 30 11.545.773 531.291.532 [30=20+(21-22)-(24+25)] 11 Thu nhap khac 12 Chi phi khac 13 Lgi nhuan khac 31 32 40 3.318.010.301 993.888.611 2.324.121.690 14 Tong lgi nhuan kl toan trudc thul (50=30+40) 50 2.855.413.222 15 Chi phi thul TNDN hien hanh 16 Chi phi thul TNDN hoan lai 51 52 17.Lgi nhuan sau thul thu nhap doanh nghiep 53 18 Lai ca ban tren co philu 60 (10=01-03) (20=10-11) 2.855.413.222 (Nguon: phong kinh doanh cua cong ty co phan xay dung cong trinh giao thong 586 chi nhanh Cdn Tha) GVHD: Tran Trong Tin 62 SVTH: Nguyen Ton My Linh package connectDB; Hoach dinh chien luge Marketing - Mix cho Cong ty Cophan xay dung cdng trinh giao thong 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"); } 586 chi nhanh Cdn Tha } public void disconnect() { if(con != null) { try { con.close(); } catch (Exception e) { // TODO: handle exception e.printStackTrace(); } } } public static Connection getConnection() { return con; } } Kit qua hoat ddng kinh doanh cua cdng ty co phan xay dung cdng trinh giao thdng 586 chi nhanh Can Tha nam 2010: Dan vi tinh: ddng _ Chi tieu A Ky so Doanh thu ban hang va cung cap dich vu Cac khoan giam tru Doanh thu thuan ve ban hang va cung cap dich vu 01 34.278.462.862 03 10 34.278.462.862 Gia vdn hang ban 11 30.595.066.473 Lgi nhuan gdp ve ban hang va cung cap dich vu 20 3.683.396.389 Doanh thu hoat ddng tai chinh 21 313.527.329 Chi phi Chi phi Chi phi 10 Lgi 22 2.151.651.525 (10=01-03) (20=10-11) hoat ddng tai chinh ban hang quan ly doanh nghiep nhuan thuan tu hoat ddng kinh doanh 24 25 1.457.116.020 30 388.156.173 11 Thu nhap khac 12 Chi phi khac 31 4.368.356.919 32 3.890.795.624 13 Lgi nhuan khac 40 477.561.295 14 Tong lgi nhuan ke toan trudc thue (50=30+40) 50 865.717.468 15 Chi phi thul TNDN hien hanh 16 Chi phi thul TNDN hoan lai 51 [30=20+(21-22)-(24+25)] 52 17.Lgi nhuan sau thue thu nhap doanh nghiep 18 Lai ca ban tren cd phieu 53 865.717.468 60 (Nguon: phong kinh doanh cua cong ty co phan xay dung cong trinh giao thong 586 chi nhanh Cdn Tha) GVHD: Tran Trong Tin 63 SVTH: Nguyen Ton My Linh Hoach dinh chien luge Marketing - Mix cho Cong ty C6 phan xay dung cong trinh giao thong 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 { 586 chi nhanh Cdn Tha 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; } } Ket qua hoat ddng kinh doanh cua cdng ty co phan xay dung cdng trinh giao thdng 586 chi nhanh Can Tha nam 2011: Dan vi tinh: ddng ou, Ma Chi tieu , Ky so Doanh thu ban hang va cung cap dich vu 01 177.907.865.732 Cac khoan giam tru 03 Doanh thu thuan vl ban hang va cung cap dich vu 10 177.907.865.732 Gia vdn hang ban 11 147.635.511.576 Lgi nhuan gdp vl ban hang va cung cap dich vu 20 30.272.354.156 Doanh thu hoat ddng tai chinh Chi phi hoat ddng tai chinh Chi phi ban hang 21 22 24 861.285.024 Chi phi quan ly doanh nghiep 10 Lgi nhuan thuan tu hoat ddng kinh doanh [30=20+(21-22)-(24+25)] 25 30 10.117.905.586 21.015.733.594 11 Thu nhap khac 12 Chi phi khac 31 32 1.110.735.699 21.015.733.594 13 Lgi nhuan khac 40 464.880.606 14 Tdng lgi nhuan kl toan trudc thul (50=30+40) 15 Chi phi thul TNDN hien hanh 16 Chi phi thul TNDN hoan lai 17.Lgi nhuan sau thul thu nhap doanh nghiep 50 51 52 53 21.480.614.200 18 Lai caban tren cdphieu 60 (10=01-03) (20=10-11) 21.480.614.200 (Nguon: phong kinh doanh cua cong ty co phan xay dung cong trinh giao thong 586 chi nhanh Cdn Tha) - ——•— Ofll HOC V0 TRtrtlWi T0fi* GVHD: Tran Trong Tin 64 SVTH: Nguyen Ton My Linh