Một số giải pháp mở rộng thị trường nội địa của công ty seaspimex , luận văn thạc sĩ

BO GIAO DUC v A , ,BAO TAO ' ~· "' TRUONG BAI HOC KINH TE TP.HO CHI MINH -~ DUONG ViNH THU~N MOT so GIAI PHAP MfJ RQNG THJ TRUONG NQI DJA ? " CUA CONG TY SEASPIMEX LU~N Chuyen nganh : Qmin trf kinh doanh Ma s6 : 5.02.05 VAN TH~C SI KHOA HOC KINH TE Nguoi huang dfin khoa h9c PGS.TS vo CONG TUAN THANH PHO HO CHI MINH- NAM 2003 MUC LUC • • CHUONG : CO s(i LY LU~N 1.1 · Khai ni~m 1.1.1 Khai v~ ni~m 1.1.2 D()ng cd d~ 1.1.3 Cac Io~i 1.1.3.1 1.1 1.1.3.3 1.1 1.1.3.5 VE THJ TRUONG CUA DOANH NGHitP thj tntong cua doanh nghi~p-1 ··-················-· -1 mO' r()ng thj tntong thj trliong Thi tniong cua ngu'oi tieu thl;l -2 Thi tru'ong cua ngu'oi che' t(;l o Thi tru'ong cua ngu'oi ban ll;li Thi tru'ong ct'1a chinh quy~n Thi tru'ong qu6c te' - 1.2 Nghien cti'u thj trliong -·-········ 1.2.1 Xac dinh nhu cdu thi trliCing 1.2.2 Phlidng pha p nghien cti'u thj trliong 1.2.2.1 Dlj doan lu'Qng d u thi tru'ong - 1.2.2.2 Dlj doan lu'Qng c~ u tu'dng lai - 1.2.2.3 Phan khuc thi tru'ong 11 Phan khuc thi tru'ong 2/ Xac dinh cac phan khuc thi tru'ong hffp d~n -4 3/ Yeu c~u cua phan khuc thi tru'ong 4/ Llja chQn thi tru'ong ml;lc tieu 51 Binh vi san ph£m I 1.3 Nhfi'ng nhan to' lien quan de'n vi~c mO' r()ng thi trtiO'ng ······················-5 1.3.1 San phttm -········································································-5 1.3.2 Ghi ca ·····························•····••·•···•··•·••··••······•·••·•·•·••••••··•······· 1.3.3 Phan pho'i -··········································································· 10 1.3.4 Chtio'ng trinh xuc tie'n ············••···•·········•••···········••••·•·•·•·•••····· 12 4.1 Quang ca - 12 3.4.2 Khuye'n miii 12 1.3.4.3 Giao tie'p voi cong chung 12 1.3.4.4 Ban hang ca nhan - 12 1.3 4.5 Tie'p thi tn;t'c tie'p -: _ 12 1.3.5 Thie't l~p ngan sach chtio'ng trinh xuc tie'n ································13 1.3.5.1 Xac dinh theo ph~n tram tren doanh thu 13 1.3.5.2 Xac dinh theo s6 ti~n c6 du't sff giai phap md r(>ng thi truong n(>i dia cua Cong ty Seaspimex Lu~n van su d1;1ng cac ly thuye't v€ Marketing, chie'n lung thi truong n(>i dia cua Cong ty Chtidng : M(>t sff giai pha p md r(>ng thi truong n(>i dia cua Cong ty Seaspimex IX 27.Philip Kotler, Vu Thi Phuong Anh - Nguy~n Minh Buc - H6 Buc Hung Nguy~n Bong Phong- Phan Blnh Quy~n "Nhung phuong thuc sang te;to, chie'n th~ng va khO'ng che' thi truong ", Nha xua't ban TP.H6 Chi Minh, 2003 28 Robert J.Calvin " Ngh~ 2002 thu~ Quan tri ban hang ", Nha xua't ban thO'ng ke " , 29 Vu C6ng Tua'n "Quan Td Dv An " , Nha xua't ban TP.H6 Chi Minh, 1999 30 Vu C6ng Tua'n " Phan tich kinh t€ dlj an d~u TP.H6 Chi Minh, 2002 III tu ", Truong Be;ti HQc Kinh Te' PHVLVC Sd d6 cd ca'u t6 chuc quan IV Iy Cong ty SEASPIMEX PHl) Ll)C Bang giao vO'n cua H()i d6ng giao vO'n Nha nu'oc cNgay 12/09/1993 ) DVT:VND - V6n c6 dinh ~.- V6n htu d()ng 1.- Cac lo;:ti v6n khac L- Tdng v6n nha nu'oc giao 17.041.532.121 555.199.055 16.486.333.066 202.014.218 121.943.458 80.070.760 5.551.850.115 5.539.040.000 12.810.115 22.795.396.454 6.216.182.513 16.579.213.941 :ho Cong ty ( Ngu6n s61i~u: Cong ty Seaspimex, 2002) v PHVLUC3 Doanh s6 xua't khiu ciia Cong ty Seaspimex Nam1999 Doanh s6XK DVT: Tri~u Nam2001 Nam2000 37,761 29,632 USD Nam2002 26,348 •Doanhs6XK Nam1999 ( Ngudn s61i~u Nam2000 Nam2001 : C&ng ty Seaspimex, 2002 ) VI Nam2002 18,391 PHl) Ll)C Thi trliong xuftt khftu ciia Cong ty Seaspimex Thi trtiong Anh Bi Canada Bai Loan Buc HongKong Ha Lan y Li Bang 10 My 11 Nh~t 12 Phap 13 Singapore 14 Tay ban Nha 15 Thai Ian 16 Trung Qu6c 17 Thl;ly SI 18 Han Qu6c 19 Uc T6ng kim ng~ch XK ( Ngu6n s6li~u Nam 1999 471.107 2.338.630 557.077 861.619 449.343 372.696 141.016 516.006 1.470.517 2.749.552 1.509.853 2.436.024 405.988 713.217 10.948.573 426.698 974.517 2.279.781 29.632.224 Nam2000 576.755 1.592.561 2.306.572 1.506.051 690.675 285.136 276.150 894.474 30.829 3.208.252 4.382.892 2.359.656 5.960.947 440.706 523.211 8.033.626 2.970.900 437'.391 1.314.922 37.761.769 : Cong ty Seaspimex, 2002) VII DVT: USD Nam 2001 Nam2002 327.324 620.721 1.556.404 637.226 603.667 82.062 926.938 968.975 950.281 37.262 2.096.268 501.928 356.797 126.568 123.770 366.970 7.682.743 10.291.763 2.818.434 3.282.943 1.355.398 655.486 908.904 266.218 144.836 142.590 37.216 35.263 2.496.037 7.020 2.309.117 121.388 435.981 753.796 712.078 26.348.420 18.391.952 PHl) Ll)C ? "' "' K ? " BANG BAO CAO KET QUA HO~ T DQNG KINH DOANH CUA CONG TY QUA NAM 1999-2000-2001 ? " v DVT: 1000 dii'ng Chi tieu Ma Nam 1999 Nam 2000 Nam 2001 A' so r6ng doanh thu frong d6 : Doanh thu hang xuat kh§u ~ac khoan giam w (04 + 05 + 06 + 07) Chiet khau Giam gia · Gia tri hang ban bi tra l~i · Thue doanh thu/thue xuat kh§u _phai nop 1.- Doanh thu thuan (01-03) 2.- Gia von hang ban 3.- Loi tOe gop (10-11) 4.- Chi phf ban hang 5.- Chi phf quan ly doanh nghi~p 6.- LQi tOe thuan W ho~t dong kinh doanh [20 - (21 + 22)] - Thu nh~p ho~t dong tai ehfnh -Chi phf ho~t dong tai ehfnh 7.- LQi tOe ho~t dong tai ehfnh (31-32) - Cae khoan thu nh~p bat thuong - Chi phf bat thuong B.- LQi tOe bat thuong ( 41 - 42) 9.- T6ng IQi We truoe thue (30 + 40 + 50) 10.- Thu~ IQi We phai nop 11.- LQi We sau thue ( 60 - 70 ) ( Ngu6n s6li~u: 01 02 03 04 05 06 07 10 11 20 21 22 30 1.173.641.190 1.251.440 735 415.188.411 476.276.601 225.801 268.503' 1.123.375.568 381.530.423 250.638 1.173.372.687 1.137.813.329 35.559.358 6.549.360 19.944.194 9.065.804 1.251.214.934 1.226.250.677 24.964.257 9.395.763 17.122.858 (1.554.364) 1.123.124.940 1.102.661.228 20.463.712 7.435.632 14.845.365 (1.817 285) 31 32 40 41 42 50 60 70 80 1.566.524 13.670 1.552.854 1.930.122 91.287 1.838.835 12.457.493 3.986.398 8.471.095 4.157.434 1.331.158 2.826.276 178.364 353.817 (175.453) 1.096.459 3.589.732 1.256.892 2.332.840 86.748 246.856 (160.1 08) 355.447 Cong ty Seaspimex, 2002) VIII K~t qua ho~t PHULUC6 d()ng kinh doanh thi truO'ng n()i dja Nam2002 DVT d~ N()idung A Tfing doanh thu Trong d6: Xu!t khgu Ban n()i dia Dich Vl,l Ban n()i b9 B Cac khoan giam doanh thu Chie't kh!u Giam gia Hang ban bi tra h,li ( 01 - 03) Doanh thu thu~n Gia v6n hang ban V ~ t tu' kinh doanh Hai san kinh doanh Chi phi dich v~1 (10-11) L9i tuc g9p Chi phi ban hang TK 9111641 TK 911/642 Chi phi quan ly xi nghi~p til HDKD ( 20- 21- 22) LQi tuc thu~n LQi tuc hoOne cho'!o bone ca roc ca thu ca chim ca hgl ••• S~l:x (~ Ti{)n d~mg · An toc1n Th(fm ngon · B{;' rluYlng 'i'tlO HOP: xuc xfch tl~ ea tom ••• S~· trune heo {~ :6c} Ti(}n dvng- ln todn - '11utm nyon - xvn Bd rlzN!ng ... 1,0 95 1 4,5 % ty d6ng 1 9,5 % 1,9 43 1 5,5 % 2,1 06 1 3,7 % 3,5 86 3 3,4 % 2,9 42 2 3,5 % 3,2 09 2 0,8 % 3 8,4 % 3,5 11 3 2,9 % 4,9 66 3 9,6 % 6,1 57 4 0,0 % 0,4 56 1 7,3 % 0,9 87 1 3,1 % 1,5 30 1 4,2 % 2,6 75 2 1,4 % 3,9 22 2 5,5 % 2,0 91... 10 4,0 90 47 1,3 18 58 6,8 75 51 3,8 76 3 8,9 33 3 4,0 66 3.15 7,1 51 1.23 5,5 05 23 2,5 60 12 3,2 90 62 3,1 96 58 9,1 37 35 3,4 63 2.33 2,0 59 1.91 1,1 33 12 5,1 48 29 5,7 78 34 4,4 91 2.09 0,5 12 95 2,5 01 30 7,9 28 19 9,0 00 7 3,8 53 22 1,9 78... 33 5,2 52 1.02 0,0 12 77 8,2 38 7 1,0 03 17 0,7 71 68 0,2 59 1.481 9,9 8 46 6,0 54 32 7,6 05 20 0,3 94 10 0,0 69 4 9,0 88 33 8,7 70 21 3,1 54 7 1,1 53 5 6,0 31 8 5,9 70 1.04 1,5 26 93 9,1 26 10 1,5 16 884 660 ( Ngu6n : Cong ty Seaspimex,