Chiến lược kinh doanh của công ty TNHH công nghệ phẩm minh quân

Chiến lược kinh doanh Công ty TNHH Công nghệ phẩm Minh Quân The Business Strategy of Minh Quan Technology Colorings Company Limited MỤC LỤC MỤC LỤC NỘI DUNG NGHIÊN CỨU Khái niệm quản trị chiến lược .4 Quy trình quản trị chiến lược .4 Giới thiệu khái quát Công ty TNHH Công nghệ phẩm Minh Quân 3.1 Q trình hình thành phát triển Cơng ty TNHH Minh Quân: .5 3.2 Thị trường trọng điểm Công ty Minh Quân 3.3 Đối tượng khách hàng Công ty: 3.4 Phân tích cạnh tranh thị trường 3.5 Phân tích sản phẩm kinh doanh .8 3.6 Phân tích sách giá 3.7 Phân tích sách phân phối 10 3.8 Phân tích sách xúc tiến 13 Đánh giá chiến lược kinh doanh công ty .14 Đề xuất giải pháp .15 5.1 Chính sách sản phẩm 15 5.2 Chính sách giá 16 5.3 Hoàn thiện kênh phân phối 17 RESEARCH OF CONTENT 19 The concept of strategic management .19 The process of strategic management 19 Introduction overview of Minh Quan Technology Colorings Company Limited 21 3.1 The process of formation and development Minh Quan Technology Colorings Company Limited 21 3.2 The market's key Minh Quan Company .21 3.3 For customers of the Company: 21 3.4 Analysis of competition on the market 22 3.5 Analysis of business products 24 3.6 Analysis of pricing policies 25 3.7 Analysis of the distribution policy .26 3.8 Promotion policy analysis 28 Review the business strategy of the company 29 Proposed solutions .30 5.1 Product policy 30 5.2 Pricing policies 31 5.3 Improving distribution channels 33 NỘI DUNG NGHIÊN CỨU Khái niệm quản trị chiến lược Quản trị chiến lược trình nghiên cứu mơi trường kinh doanh tương lai, hoạch định mục tiêu tổ chức, đề ra, thực kiểm tra việc thực định nhằm đạt mục tiêu mơi trường tương lai Quy trình quản trị chiến lược Xác định tầm nhìn, nhiệm vụ, chiến lược doanh nghiệp Phân tích mơi trường Phân tích mơi trường Phân tích mơi trường vĩ mơ tác nghiệp vi mơ Xác định mục tiêu doanh nghiệp Xây dựng lựa chọn chiến lược Phân bổ Hoạch định Xây dựng Thực nguồn lực ngân sách sách chiến lược Kiểm sốt, đánh giá, điều chỉnh chiến lược Quy trình 1: Quy trình xây dựng chiến lược Giới thiệu khái quát Công ty TNHH Công nghệ phẩm Minh Quân 3.1 Q trình hình thành phát triển Cơng ty TNHH Minh Quân: Công ty TNHH Minh Quân thành lập hoạt động theo định số 29 ngày 29 tháng 01 năm 2001 Sở kế hoạch đầu tư Hà Nội Cơng ty có trụ sở Số 88 Phố Hoàng Văn Thái – Quận Thanh Xuân – Hà Nội Đầu năm 2001 Công ty thành lập có chỗ đứng thị trường thuộc Quận Thanh Xuân Quận Đống Đa nhanh chóng nắm bắt thị trường cách nhanh nhạy xác ban lãnh đạo cơng ty Năm 2002-2003 Công ty mở rộng thị trường tồn thành phố Hà Nội uy tín tên tuổi Công ty ngày nhiều người biết dến Đặc biệt năm 2004 phấn đấu không ngừng Công ty trở thành nhà phân phối độc quyền sản phẩm Công ty sữa Vinamilk cho khách sạn, nhà hàng, trường học,… đóng địa bàn Hà Nội Đồng thời năm 2004 2005 Cơng ty cịn mở rộng thị trường vùng lân cận như: Hà Tây, Vĩnh Phúc, Hải Phòng, Bắc Giang, Nam Định,.… 3.2 Thị trường trọng điểm Công ty Minh Quân Trong năm gần đây, với lên kinh tế, sống đại đa số người dân cải thiện cách rõ rệt Nhu cầu mặt hàng thực phẩm nói chung sản phẩm sữa, bánh kẹo đồ uống nói riêng ngày tăng cao Như thị trường cho mặt hàng rộng Có trụ sở, hệ thống cửa hàng hệ thống nhà kho Hà Nội, thành phố đông dân thứ hai nước, nên thị trường cơng ty Minh Qn địa bàn Hà Nội Là đầu mối, trung tâm kinh tế, trị, văn hoá, xã hội nước; lại nơi tập trung triệu người nói Hà Nội thị trường đầy tiềm hấp dẫn với doanh nghiệp thương mại Đây thị trường rộng, với sức tiêu thụ lớn Việc tìm kiếm hội kinh doanh thị trường khả quan 3.3 Đối tượng khách hàng Công ty: Đối tượng khách hàng Công ty đa dạng Có thể cá nhân, tập thể, hay tổ chức - người cần tiêu dùng mặt hàng mà công ty kinh doanh Công ty chuyên cung cấp sản phẩm cho đối tượng khách hàng khách sạn, nhà hàng, trường học, bệnh viện, qn cà phê,… Các khách hàng Cơng ty: - Khách sạn Daewoo - Khách sạn Melia - Khách sạn Lakeside - Khách sạn Sun way - Khách sạn Hà Nội - Khách sạn Phương Nam - Công ty TNHH thực phẩm Hà Nội - Công ty Cổ phần Đầu tư Thương mại Long Biên - Công ty chế biến Lương thực thực phẩm Hà Nội - Cơng ty khí - Cơng ty Bách hố Hà Nội - Xí nghiệp vận dụng toa xe khách Hà Nội - Trung tâm thương mại số Đinh Tiên Hồng Nói chung khách hàng Cơng ty khách hàng có quan hệ vững lâu dài với công ty Trong số khách hàng có khách hàng trung gian khách hàng người tiêu dùng cuối Nhưng dù khách hàng trung gian hay người tiêu dùng cuối khách hàng đến với Cơng ty qua hình thức sau: - Khách hàng quen biết qua vụ buôn bán mặt hàng công ty - Khách hàng giới thiệu qua đại lý - Khách hàng mà cơng ty tìm đến thơng qua gặp gỡ hội chợ - Khách hàng tự tìm đến cơng ty qua quảng cáo Hiện Công ty phát huy mối quan hệ tốt đẹp thường xuyên để giữ khách hàng mặt khác tích cực tìm kiếm thêm bạn hàng 3.4 Phân tích cạnh tranh thị trường Trong kinh doanh, cạnh tranh điều không tránh khỏi Để cho việc kinh doanh mang lại hiệu cao việc hiểu phân tích cạnh tranh thị trường quan trọng Nó định tới sách, chiến lược kinh doanh doanh nghiệp Xác định cho thị trường thành phố Hà Nội, đồng nghĩa với việc Công ty Minh Quân xác định cho cạnh tranh liệt thị trường Là thị trường rộng giàu tiềm nên dễ hiểu cạnh tranh liệt thị trường Hà Nội, với thị trường đồ uống, bánh kẹo sữa Không có cạnh tranh nước mà cịn có canh tranh mặt hàng nước Sự cạnh tranh thị trường Công ty thể qua mặt chủ yếu sau: - Cạnh tranh sản phẩm - Cạnh tranh chất lượng sản phẩm - Cạnh tranh giá - Cạnh tranh dịch vụ hỗ trợ bán hàng Thứ cạnh tranh sản phẩm Mặt hàng kinh doanh Công ty Minh Quân đa dạng phong phú Chúng bao gồm loại sữa, loại bia bánh kẹo So với công ty tương đương khác Minh Qn khơng thua kém, chí cịn có phần phong phú chủng loại hàng hố Tiêu chí Cơng ty khơng tập trung kinh doanh vào mặt hàng cả, mà phải đa dạng hoá mặt hàng kinh doanh Tuy nhiên, theo quy luật chung, Công ty không tránh khỏi cạnh tranh từ sản phẩm thay công ty khác Là nhà phân phối độc quyền cho sản phẩm sữa Vinamilk nên sản phẩm sữa Công ty gặp phải cạnh tranh sản phẩm sữa khác có mặt thị trường sản phẩm sữa hãng có mặt thị trường Về mặt hàng sữa Công ty Vinamilk, Công ty Minh Quân quyền phân phối độc quyền cho tất khách sạn, nhà hàng, quán cà phê, Trường học địa bàn Hà Nội… gọi chung kênh tiêu thu ăn Cơng ty có lợi so với đối thủ cạnh tranh khơng có đối thủ cạnh tranh kênh phân phối độc quyền Nhưng nhà phân phối hãng Vinamilk lại có sách ưu đại khác giá cả, hỗ trợ nhân lực,… Thứ hai cạnh tranh chất lượng sản phẩm Do nhà phân phối hàng sản xuất sản phẩm nên Công ty không trực tiếp định chất lượng sản phẩm Nhưng khơng mà Cơng ty khơng quan tâm tới việc Song song với việc đa dạng hố sản phẩm kinh doanh, Cơng ty trọng tới vấn đề đảm bảo chất lượng sản phẩm tới người tiêu dùng Chất lượng sản phẩm Công ty phụ thuộc nhiều vào chất lượng sản phẩm mà Công ty nhập Do nguồn hàng Công ty nguồn hàng mà chất lượng sản phẩm họ dều có uy tín lâu năm thị trường (Vinamilk, bia Hà Nội,…) cộng với công tác bảo quản làm cách nghiêm túc triệt để, nên chất lượng sản phẩm mà Công ty kinh doanh đủ sức cạnh tranh với sản phẩm khác có mặt thị trường Thứ ba cạnh tranh giá Giá bán nhân tố ảnh hưởng đến số lượng sản phẩm tiêu thụ, yếu tố góp phần đến định mua khách hàng đặc biệt mặt hàng tiêu dùng công ty kinh doanh Việc đưa sách giá hợp lý địi hỏi cấp thiết với Cơng ty Giá Công ty phải bù đắp chi phí bỏ ra, phải phù hợp với giá thị trường không cao hay thấp so với đối thủ cạnh tranh Với đặc điểm nhà phân phối nên giá Công ty phụ thuộc vào nhà cung cấp đưa Hiện nay, giá mặt hàng mà Cơng ty Minh Qn kinh doanh khơng có chênh lệch đáng kể so với đối thủ cạnh tranh Thứ tư cạnh tranh dịch vụ hỗ trợ bán hàng Công ty Minh Quân thường xuyên tham gia hội chợ, triển lãm giới thiệu sản phẩm Ngồi ra, Cơng ty cịn đẩy mạnh hoạt động xúc tiến bán hàng giảm giá, tặng sản phẩm kèm theo Tuy nhiên, hoạt động xúc tiến chưa thường xuyên hạn chế số lượng Năm 2004, giảm giá hàng bán Công ty 4.745.478VND Một hạn chế khác Minh Quân so với đối thủ hạn chế việc quảng cáo phương tiện đại chúng Hàng năm số tiền bỏ cho công tác xúc tiến bán hàng hạn chế Đây mặt tồn mà Minh Quân cần khắc phục thời gian tới 3.5 Phân tích sản phẩm kinh doanh 3.5.1 Chủng loại sản phẩm Là doanh nghiệp thương mại, nhà phân phối, nên sản phẩm kinh doanh Công ty Minh Quân đa dạng, phong phú chủng loại, hình thức Với vai trị nhà phân phối độc quyền Vinamilk, Công ty Minh Quân chuyên cung cấp sản phẩm sữa Vinamilk Các mặt hàng mà Minh Quân cung cấp kể như: Các loại sữa chua, sữa hộp, loại nước ép hoa Ngồi ra, Minh Qn cịn kinh doanh mặt hàng khác bia kẹo bánh loại Trong cấu kinh doanh Công ty sản phẩm sữa chiếm tỷ trọng lớn Tỷ trọng sản phẩm kinh doanh Cơng ty có thay đổi qua năm, sản phẩm sữa chiếm tỷ trọng cao 3.5.2 Cơng tác phát triển sản phẩm Để thích ứng với biến đổi nhu cầu thị trường, việc tìm kiếm mặt hàng kinh doanh vô cung cấp thiết Với đặc điểm doanh nghiệp thương mại nên việc phát triển sản phẩm việc tìm kiếm nguồn hàng Để phát triển sản phẩm mới, Công ty thu thập thơng tin sở thích người tiêu dùng sản phẩm Sau đó, Cơng ty tìm kiếm nguồn hàng để phục vụ cho khách hàng Ngồi sản phẩm sữa, bia, bánh kẹo; Cơng ty kinh doanh số mặt hàng khác như: Mì ăn liền cà phê loại,… Tuy nhiên sản chưa chiếm tỷ trọng lớn tỷ trọng hàng hố mà Cơng ty cung cấp thị trường, dừng lại mức số Hạn chế công tác phát triển sản phẩm Công ty Minh Quân thiếu phịng Marketing theo nghĩa Hiện nay, cơng tác nghiên cứu thị trường, vạch sách cho marketing,… phòng kinh doanh đảm nhận Đội ngũ cán kinh doanh có trình độ chưa đào tạo Marketing, kiến thức yếu, nhiều dựa vào kinh nghiệm thân Một hạn chế kinh phí cho việc nghiên cứu thị trường hạn chế 3.5.3 Nâng cao chất lượng sản phẩm Việc nâng cao chất lượng sản phẩm để phục vụ tốt cho người tiêu dùng vô quan trọng doanh nghiệp Với Minh Quân Mặc dù nhà phân phối, cung cấp không trực tiếp qut định tới chất lượng sản phẩm khơng mà cơng tác quản lí chất lượng cơng ty bị coi nhẹ Công ty trọng tới điều kiện kho bãi, cửa hàng Công tác bảo quản hàng hố nhập ln thực cách nghiêm túc Chính mà sản phẩm Cơng ty cung cấp đảm bảo chất lượng tới tay người tiêu dùng Điều góp phần khơng nhỏ vào việc tạo chữ tín kinh doanh cho Cơng ty 3.6 Phân tích sách giá Giá vấn đề nhạy cảm doanh nghiệp thương mại Nó định tới thị phần, lợi nhuận, doanh thu,… Chính có sách giá hợp lí điều cần thiết Ban lãnh đạo Công ty Minh Quân xác định mục tiêu đưa mức giá cụ thể cho đạt lợi cạnh tranh Tuy nhiên, sách giá Cơng ty cịn phụ thuộc vào giá nhà cung cấp hàng hố cho Cơng ty Các mặt hàng Công ty kinh doanh phần lớn mang tính thời vụ (bia chủ yếu mùa hè, bánh kẹo chủ yếu vào dịp lễ tết,…), Công ty đưa linh hoạt cho loại sản phẩm Như vậy, Công ty có mức giá cụ thể loại sản phẩm Nhìn chung giá loại sản phẩm Công ty cung cấp thị trường ngang chí có sản phẩm thấp Công ty khác Đặc biệt so sánh sản phẩm sữa, với chất lượng tương đương giá thấp hẳn Nguyên nhân do: - Công ty nhà phân phối độc quyền Vinamilk nên hưởng ưu đãi giá Bên cạnh thân sản phẩm sữa Vinamilk giá bán thấp sản phẩm loại thị trường - Bộ máy quản lý Công ty tinh giảm, gọn nhẹ nên hoạt động hiệu Góp phần làm giảm chi phí kinh doanh - Vấn đề nợ đọng công tác bán hàng giảm thiểu - Chính nguyên nhân làm cho sản phẩm Cơng ty có mức giá hợp lý trước đối thủ cạnh tranh + Về công tác điều chỉnh giá: Là nhà phân phối Vinamilk Công ty khác nên điều chỉnh giá Minh Quân phụ thuộc nhiều vào sách giá nhà cung cấp Tuy nhiên khơng mà Minh Qn để phụ thuộc hồn toàn vào nhà cung cấp đưa Công ty trọng khảo sát mức giá đối thủ cạnh tranh, giảm thiểu chi phí để đưa mức giá cụ thể hợp lý cho sản phẩm + Kết đạt sử dụng cơng cụ giá: Chính nhờ có sách giá hợp lý mà Cơng ty có nhiều khách hàng Thị phần Công ty ngày mở rộng Có thể nói sách giá cơng ty góp phần khơng nhỏ việc tạo lợi cạnh tranh thị trường Công ty + Hạn chế: Trong chiến lược định giá mình, Minh Quân chưa phân biệt giá bán khu vực thị trường khác nội thành ngoại thành Do chưa xem xét tới ảnh hưởng biến: thu nhập, tâm lí tiêu dùng người tiêu dùng khu vực Cịn thiếu cán có chun mơn sâu lĩnh vực 3.7 Phân tích sách phân phối Với sản phẩm kênh phân phối đóng vai trị quan trọng việc tiêu thụ Công tác bán hàng muốn thực tốt phải có tổ chức phát triển kênh phân phối tốt Với sản phẩm thực phẩm Cơng ty Minh Qn kinh doanh vai trị kênh phân phối trở nên quan trọng hết Các sản phẩm Công ty Minh Quân kinh doanh mặt hàng thực phẩm, địi hỏi phải có hệ thống phân phối rộng gần khu dân cư, đáp ứng nhu 10 Introduction overview of Minh Quan Technology Colorings Company Limited 3.1 The process of formation and development Minh Quan Technology Colorings Company Limited Minh Quan Co Ltd was established and operating under the decision of 29 on January 29, 2001 by Department of Planning and Investment in Hanoi The company is headquartered at No 88 Hoang Van Thai Street - Thanh Xuan District – Hanoi City In early 2001 a new company was established, but has gained a foothold in the market under military Thanh Xuan and Dong Da dictrict quickly capture the market due to a quick and accurate way of company leadership In 2002-2003 the company has expanded its markets around Hanoi and prestige as well as the name of the company is increasingly well known Especially in 2004 by the company strive already become the exclusive distributor of the products of Vinamilk company for hotels, restaurants, schools,etc, based in Hanoi Simultaneously in 2004 and 2005, the Company also expanded its market to neighboring areas such as Ha Tay, Vinh Phuc, Hai Phong, Bac Giang, Nam Dinh,etc, 3.2 The market's key Minh Quan Company In recent years, with the rise of the economy, the lives of the majority of the people has improved markedly Demand for food commodities in general and dairy products, confectionery and drinks in particular on a high Thus the market for these goods is very wide Based, the system stores and warehouse systems in Hanoi, the second most populous city of the country, so the company's main markets Minh Quan is the Hanoi area Is the focal point, the center of economy, politics, culture and society of the country; is home to more than million people may say Hanoi is a potential market and attractive to any commercial enterprise This is a wide market, with greater consumption The search for business opportunities in the market is very positive 3.3 For customers of the Company: For customers of the company are quite diverse There may be individuals, groups, or organizations - who need consumer goods trading company The company specializes in providing its products to customers are hotels, restaurants, schools, hospitals, cafes,etc, The main customers of the Company: - Daewoo Hotel 21 - Melia Hotel - Lakeside Hotels - Sun way Hotels - Hotels Hanoi - Phuong Nam Hotel - Hanoi Food Co., Ltd - Long Bien Joint Stock Company Investment and Trade - Hanoi Food Processing Company - Mechanical Company - Hanoi General Trading Company - Hanoi Enterprise manipulate passenger wagon - Business Center No Dinh Tien Hoang Generally the Company's customers are now customers have a solid relationship with the company long term Among these customers include intermediate customers and clients is the final consumer But even the intermediate customers or consumers ultimately these customers come to the company through the following forms: - Customers know through trafficking of goods of the company - Customers are introduced through agents - Customers that companies look to through the encounter at the fair - Customers find the company through advertising Currently the company is promoting good relations and often to keep these customers on the other hand actively looking to add new customers 3.4 Analysis of competition on the market In business, competition is inevitable In order for the business to bring high efficiency, the right to understand and analyze the market competition is very important It decided to policies, business strategies of enterprises Identify yourself market is Hanoi, also means the Minh Quan company identified themselves fierce competition in this market Is a very large market potential and it makes sense the fierce competition on the Hanoi market, particularly with beverage market, confectionery and dairy Not only domestic competition but also competition from foreign goods Competition in the market of the Company is expressed through the following key aspects: 22 - Competitive product - Competition for quality products - Competitive prices - Competition for sales support services The first is the product competitiveness Business items of Minh Quan company is quite diverse and abundant These include milk, beers and confectionery Compared with other similar companies, the Minh Quan company is not inferior and even somewhat richer in variety of goods Criteria for Company's business is not focused on any one item, but to diversify trading commodities However, as a general rule, the Company can not avoid competition from substitute products of other companies As the exclusive distributor for the products of the milk should Vinamilk's dairy companies face competition from other dairy products in the market such as dairy products of the company are available on the market school On milk products of Vinamilk, the Minh Quan Company exclusive distribution rights for all hotels, restaurants, cafes, the school in Hanoi,etc, collectively, eat right channel receiver The company has more advantages compared to competitors that are not competitors in the exclusive distribution channels But the same firm Vinamilk distributors have the incentive policies such as price, support and human resources,etc, The second is competition on product quality Because the distribution was not the product manufacturer should the Company not directly decide the quality of the product But not so that the company does not care about this In parallel with the diversification of the business, the company also pays great attention to the issue of ensuring the quality of products to consumers Product quality of the Company depends heavily on the quality of products that the company imported Because the source of the company is the source of the quality of their products have a long reputation in the market (Vinamilk, Hanoi beer,etc, ) plus conservators be seriously and thoroughly so, so the quality of products that the company business competitive with other products available in the market Tuesday is competition on price Price is one of the factors that affect the amount of consumable products, are contributing factors to decide to buy the customer especially consumer goods as the company's business Making a rational pricing policy is an urgent requirement for the Company The price of the company to to offset the cost 23 of money, must be consistent with the market price is not too high or too low compared to the competitors Characterized by a distributor should the price of the Company depends on the price that vendors offer Currently, the price of the commodities that Minh Quan company business without any significant difference compared to the competitors Fourth competition for sales support services Minh Quan company regularly participates in trade fairs and exhibitions to introduce the product In addition, the company also promoted the sales promotion activities such as discounts, product giveaways attached However, the operation of this promotion are not frequent and are limited in number In 2004, the sales prices of the company is just 4.745.478VND Another limitation of Minh Quan company compared with competitors is limited to advertisements in the mass media Every year the money for sales promotion activities are limited These are found to exist with Minh Quan company need to overcome in the future 3.5 Analysis of business products 3.5.1 Type of product As a commercial enterprise, a distributor, business, the products of the Company, Minh Quan company is quite diverse, rich in variety and forms As the exclusive distributor of Vinamilk, Minh Quan company specialized in providing products of Vinamilk milk Minh Quan company items which may include offers such as all types of yogurt, canned milk, fruit juices In addition, business Minh Quan company also other items like beer and sweets of all kinds In the business structure of the Company, dairy products accounted for a larger proportion of both The proportion of business products of the company have changed over the years, but dairy products are always the highest proportion 3.5.2 Business development of new products To adapt to the changes of market demand, the search for new business items is extremely urgent Characterized by a commercial enterprise should be the development of new products are also finding new sources To develop new products, the Company collects information about consumer preferences for a certain product Then the company sourcing service for customers In addition to products such as milk, beer, confectionery; The company has business some new items such as noodle 24 and coffee kinds,etc, But the new product has not captured a large share of the proportion of goods that the company offers to the market, it just stop at a figure Limitations in the development new products of Minh Quan company's marketing department is lacking a meaningful way Currently, market research, outlines the policies for marketing,etc, are assumed by the sales department Business staff have qualifications but no basic training on marketing, weak knowledge base, sometimes based on personal experience Another limitation is the funding for the research market are limited 3.5.3 Improving the quality of products Improving product quality to better serve consumers is extremely important for any enterprise With Minh Quan company, too Although the distributor, providing not directly decided to product quality, but not so that the work of quality management in companies overlooked The company always pay attention to the conditions of warehouse, shop Preservation imported goods are always carried out in earnest Thus, the products supplied by the company ensures the quality to consumers This contributes significantly to the creation of trust in business for the Company 3.6 Analysis of pricing policies Prices are a sensitive issue for any commercial enterprise It decided to market share, profitability, turnover,etc, Therefore there is a reasonable pricing policy is essential The Minh Quan company's board determined always offer a price target for meeting specific competitive advantages However, the pricing policy of the company is dependent on the price of the goods supplier to the Company The commodities trading company largely seasonal (mostly summer beer, confectionery mainly on holidays,etc, ), so the price that the company is very flexible offering for each product category Thus, the Company has the specific prices for each product category In general, the price of the Company's products provide equal market is even lower than the other companies Especially when compared to milk products, with similar quality but much lower price The reason is that: - The company is the exclusive distributor of Vinamilk should enjoy preferential prices Besides myself Vinamilk dairy products have lower price than similar products on the market 25 - The management of the Company is streamlining compact should operate effectively Contribute to reducing the cost of doing business - The issue of arrears in sales activities is minimized - These factors have made the company's products have been a reasonable price before the competition + Regarding the price adjustment: A supplier of Vinamilk and other companies to the tune of Minh Quan Company price depends heavily on the pricing policy of the provider But not so that Minh Quan Company to depend entirely on the price that vendors offer The company has always focused on the survey of prices of competitors, minimize the cost to make the prices reasonable and specific to each product + Results achieved when using the tool Price: It is because there are reasonable pricing policies that the company has many customers The company's market share is expanding day We can say the pricing policy of the company has contributed in creating a competitive advantage in the market of the Company + Limit: In your pricing strategy, Minh Quan company not distinguish selling prices for different market areas as urban and suburban Therefore no consideration to the influence of the variables: income, consumer psychology of consumers in each region There is a lack of staff with expertise in this field 3.7 Analysis of the distribution policy For any product, the distribution channels also play an important role in the consumption Business Sales'd done well, it must be held good distribution channel development With food products as Minh Quan company business, the role of distribution channels become more important than ever The products of the Company's business Minh Quan food commodities, thus requiring an extensive distribution system near residential areas, to meet the daily needs of consumers Recognizing the special role of distribution channels in the business, Minh Quan company cares about its distribution policy Currently, Business Manager is responsible for the management and marketing of business products Actually Sales perform some functions such as marketing department The company currently has about five marketing employees but in the form of short-term contracts Every employee in charge of marketing and development of a specific market area 26 Staff regularly to their respective areas, to the dealer holds aspirations needs, help dealers showroom Officials also actively market to strengthen relationships, perform mouth advertising to attract new customers in areas under their charge Minh Quan company currently has about 10 agents The Company implemented a contract with the dealer, then the dealer self-organized distribution networks, looking for distribution partners in your business area Sales offices established track record of each agent, regularly monitor business performance, statistics, reviews salability, gathering information from the agent At the same time trading room must also promptly notify changes in product pricing policies of the Company to agents In recent times, the company has always focused on building the dealer, then the dealer himself looking to expand the market The retail intermediary agents of confectionery, tobacco, beverages These middlemen to distribute the Company's products at a discount of selling price 1% - 2% There is a form of product distribution that the company applied again using direct salespeople to consumers But this method is not high but effective marketing is only effective for the Company's products and business * Control channel members Minh Quan company exercises control on price, product quality when making distributions on the market To gain such control, then the company's contracts with agents commonly prescribed carefully to the following terms: + The agents at the price at which the company made from time to time If customers complain about poor quality goods, incorrect prices, the agency completely responsible for consumers and law + When you receive goods from the Company, the agency should be responsible for preservation of goods If this is the case the goods are damaged, reducing the quality of the agency responsible for reimbursement of 100% of the damage they caused * The results are: + The company has built a good relationship between the Company and the agent, intermediary sales on the basis of benefit to both parties + The company regularly provides timely goods to agents whether those holidays, the peak months as Tet 27 + Company regularly capture the needs of the market through the Company's employees and agents Thus helping the Company has appropriate policies to promote the sale * These items exist: + The organization of the Company's distribution channels irrational, focusing more on the urban area of Hanoi + The agents often have to go to the Company's warehouse to get in, so carrying capacity of the company is limited By studying the distribution channels of the company draws the advantages and disadvantages of various types of distribution channels: - Distribution of Minh Quan company salesman through and until the consumer has the advantage of immediate payment for goods, the cost of storage cargo handling fell, goods are to hand to customers But through this channel the human cost of goods sold in small quantities This distribution channel is only applicable when the enterprise wants to learn the needs of customer tastes from which to apply best to the needs of our customers - The Minh Quan company's distribution channels sell to dealers, and wholesale to stores, followed by retailers and consumers The advantage of this distribution channels are wholesalers with large quantities so that the cost of preservation, storage reduction; revenue increase resulted in increased profits Besides this distribution channel has disadvantages due to wholesale in bulk, the payment is late payment can lead to decreases capital turnover; increased costs of preservation, due to past storage agents, wholesale stores, retail shops, to the consumer price higher 3.8 Promotion policy analysis Promotion is an important tool to help companies introduce their goods to consumers, to help customers understand the products that the company is trading, so that they use the products that company offers Recognizing the importance of this, the company is always interested to promote their policies The company has won a share of funds for advertising, participation in fairs and consumer shows The promotional activities are the leading concern of the leadership of the Company, because the products that the company business is consumer products So, we have created an extensive knowledge to consumers Advertising helps companies introduce 28 about ourselves, about the commodities they trade, to develop a reputation and image of the company Objects that company want to reach and provide information are those who have been and will be spent on the products that company business The company has used other forms of advertising on television and in newspapers types: electronic and paper reports In addition, the Company also used to introduce Catalog customers This is effective forms help company not only introduce the types of products the Company's business, but also to develop a reputation for the company The promotions were adopted by the company Other forms of promotion of company diversified from the discounted sales, gifts to the sweepstakes But this program is not a regular nature and quantities are small The company also regularly participate in social activities such as education promotion, assistance to the poor, sponsoring some sports activities and cultural This is an expansion of activities of the company to build a reputation for themselves Thus, we can see that Minh Quan company has been very focused on the implementation of promotional activities to introduce the product to consumers Through the implementation of promotional activities of the supplier and the Minh Quan company has obtained results Although promotion activities less frequent nature and small but the promotions have obtained very good results, especially at times of slowing consumption The implementation of the promotion program will help businesses: - Reduced inventory costs - Sell goods unsold - Cost savings and preservation of goods - To attract customers and stimulate them shopping Review the business strategy of the company Due to the financial capacity still tight, so the commercials not provide continuity The Company does not focus as sharply, as fierce in each program So the message to the consumer is not really impressive In the commercials often less attractive to customers The professionalism of the ad is not high In recent years, Minh Quan Co Ltd have made the promotion activities such as: The promotions: First, the strength of Minh Quan company: As exclusive agents should Minh Quan have certain concessions from suppliers in price issue, sources The company has a 29 team of highly qualified labor But there are limitations, but the workforce of company have their own strengths Workers with college degrees, college high percentage Labor force-old young, dynamic, creative and enterprising work Directorate level and broad vision Moreover they are a class of young people should be very dynamic The company kept its reputation with customers Goods and products of company provide guarantees quality, on time For suppliers, company has created a good relationship Second, the weakness of Minh Quan company: Distribution System of the company is small and has many limitations Sales team no firm about marketing professional, service attitude was not professional The Company does not have its own marketing department Systems customer information as well as weak competitors Therefore an Company Limited should ability to mobilize capital from the company also has many limitations Third, the chances of Minh Quan company: income people are increasing, so demand for commodities but Minh Quan company provide increased The market is expanding day by the population in Hanoi on the rise and the city is expanding The market still lacks providers bring high professionalism Fourth, the challenge of Minh Quan company: The competitors of company on a lot It is the distribution channel level I Due to the demands of the market, more and more companies to function as Minh Quan company was born also On the other hand, providers increasingly want more agents to sell their products They not just rely on an official distributor That's why a growing number of competitors The legal framework of our country for this type of business, there are certain limitations Besides taxation policies, financial support businesses limited To overcome these weaknesses, overcome the risks and challenges ahead the company will train more knowledge about marketing to sales staff directly and establish information systems Marketing, especially system about competitor and customer information in order to help company make the appropriate marketing strategies and more effective Proposed solutions 5.1 Product policy Currently, the measures that the company can use to gather information, customer demand for company's products business are: 30 - Through the dealer network - Through the showrooms of company products - Through the study To gain a better understanding of customer needs and the requirements relating to products, sales department responsible, consider customer needs: - The needs of customers for product categories, method of delivery, commodity prices, promotions,etc, - Demand for agents signed contracts, orders - The regulatory law requirements relating to the products - Other requirements Depending on each specific case, the sales department has the responsibility to coordinate with the other room to consider the need for consistency with the product before committing to provide to customers This review must determine: the technical requirements of products, availability of products to meet customer needs To expand consumption, Minh Quan company should continue trading the commodity nature of tradition, have credibility with consumers Therefore the company needs to maintain business products such as Vinamilk, Hanoi beer,etc, Need to quickly complete market research to produce new products in the business New products to be traded must have good design and high quality to be competitive in the market Research interests and new consumer trends Since then implement development oriented business product selection Always attached importance to quality assurance Quality is vital to help businesses assert its position in the marketplace Policy in diversifying the product business, company enhance product quality issues Giving the right product to the consumer Although not directly critical to product quality, but not so that the company does not pay attention to this issue Company must ensure product quality from receipt to hand on to the consumer To this, company need to focus on the preservation of goods in its warehouses and preservation during transport The goods improved models like the quality of goods by the Company not directly decide which depends solely on the provider Because company is a distributor only 5.2 Pricing policies 31 Currently, in the market, competing on product quality, delivery terms, delivery time going on a drastic and harsh But price is a factor especially important role in determining the success or lack of success in business Therefore, price competition also takes place both equally rages, even tougher some other factors The construction of a rational price policy will contribute significantly to the improvement of competitiveness, product sales In other words rational pricing policy will make sales and profits increase With distributor functions and policies of Minh Quan company price depends on the price policy which providers offer Therefore, the Company should determine for themselves a clear target The destination that company is expanding towards market share, increase sales, increase profits Therefore, depending on the market, each item, each specific customer group to offer a price for each product so that the market price, not too high, not too low A rational pricing policies plus other support policies will help the company on a development To have a reasonable pricing policy, the company must pay attention to the following points: Reducing costs due to loss of goods during transport and storage Due to a distributor should the commodities trading company are imported from suppliers This providers, depending on their location, but the distance from where the goods enter the warehouse of company to differ; but they all need to be transported and stored It is in this stage that would generate a negative impact on the quality of products such as breakdown, loss of quality,etc, It makes general expenses increased and it was inevitable that the price of the products will also increase To avoid these risks, company need to invest appropriately for the transportation and preservation of goods Upgrading transport staff and upgrade storage system is what company needs to pay attention Reduced storage costs: Since the products that the company is trading food items should have the carefully preserved otherwise would lead to the reduction of product quality Besides there is the need to have separate storage mode: milk must be stored in a low temperature state accordingly Therefore, the preservation work is not without However, the work is often high costs arise It affects product prices Therefore storage costs need to be studied carefully and implemented in earnest 32 Companies need to plan a specific estimates and reasonable level of its reserves Companies also need to strengthen inventory management, storage and warehouse inspection must be conducted according to the order that the required expertise Reduce transport costs and cargo handling: As mentioned above, the Company is a distributor Products that the Company business are imported from suppliers Shipping and handling is an essential commodity Besides, the company is a supplier of goods to the customer should not avoid transporting and unloading cargo The cost for this work also affects product prices Hence the need to take measures to reduce this cost most thoroughly Before importing goods from the supplier or delivery to customers, the company should consult the vendors as well as customers' opinions about the mode of transport If customer co shipping method and can guarantee loading stitched the company should pay such costs to customers 5.3 Improving distribution channels This solution is the most crucial to company can achieve the goal of expanding its market share in the future First it should be built and strengthened distribution channels available Currently the company has three types of channels: - Through direct sales personnel of the Company - Through sales agents - Through the wholesale intermediary Currently, the operation of the distribution channel through sales staff direct the Company's activities with efficiency is not high, just for the product introduction of company only To remedy this situation, company must train and recruit staff qualified to organize training programs for the operation of the market staff more professional nature Avoid wasting human resources and financial wastage With distribution channels Type 2: + Minh Quan company - Affiliates - Consumers Overall, these outlets have a good performance Yet on each market sector, company still needs to evaluate the effectiveness of consumption and market development capabilities of agents To thereby make the right decisions for the development of agent system If in the case of active agents are not effective then the Company needs to immediately transfer agents to form intermediates that wholesale and retail of products of the Company In the same market area company should not have too many 33 agents under contract by the Company Hanoi area current market is not necessary to open more dealers For remote market areas, such as the neighboring provinces of Hanoi, company should not make the transfer of contractual agents into intermediate consumption, in order to introduce the product When performing distributed through wholesale intermediary company must examine plausible discount rates, taking into account the geographical distance, difficulty in transport, storage of goods May offer a higher price discount, or discount discount to stimulate efforts in sales activities The company also needs to have the level of management and supervision for certain intermediary agents and distributors Monitoring on the basis of the contract between the parties on the price and conditions for consumption,etc, For the expansion of new forms of distribution, there are some solutions Implementing distributed through retail stores, supermarkets, or through the distribution system of other products Note, when done through channel distribution of other products, company shall provide reasonable price discount has brought profits for themselves, while they can attract dealers + For further strengthening the relationship between the members: Based on the good relationship between the Company available with dealers and customers, the company always tries to strengthen and build relationships The company focuses on more in the receipt of the request of the customer and the contracting consumption Apart form the performance bonus on sales, the company also applied a reasonable discount according to the amount of commission consumers The company also applied the penalties for breach of contract agents However, this problem also encountered a certain number of difficulties and the Company has not made drastic and radical issues So in the future, the Company should have clear policies about rewards and punishments mechanism for dealers A to-do in the future, it's bettering advertising coordination between the Company and the agent or intermediary distribution company Company can equip signs, introduction Catalog items, showcase products, instructions on how to display products for resellers Currently, there is a way of organizing the different distribution channels is quite good and the effect that Minh Quan company can learn It is usually held company choose the exclusive dealer territories on certain markets, they will be 34 responsible for sales in that market area The company will appoint a monitoring sales agents down there, just for sales organizations, both to gather information from many sides Thereby helping company with those of responding promptly to changes in the market However, this method is a long-term program, the initial cost will be higher and can not recover immediately But they will be recorded as market share increases Besides this Article lays need to have managers solid market knowledge and expertise 35 ... quản trị chiến lược .4 Quy trình quản trị chiến lược .4 Giới thiệu khái quát Công ty TNHH Công nghệ phẩm Minh Quân 3.1 Quá trình hình thành phát triển Công ty TNHH Minh Quân: ... dựng chiến lược Giới thiệu khái quát Công ty TNHH Cơng nghệ phẩm Minh Qn 3.1 Q trình hình thành phát triển Công ty TNHH Minh Quân: Công ty TNHH Minh Quân thành lập hoạt động theo định số 29 ngày... kênh phân phối kinh doanh, Công ty Minh Quân quan tâm tới sách phân phối Hiện nay, phịng Kinh doanh có nhiệm vụ thực quản lý tiêu thụ sản phẩm kinh doanh Trên thực tế phòng kinh doanh thực số