Chiến lược phát triển lĩnh vực kinh doanh xăng dầu của Tổng Công ty Xăng dầu Việt Nam

INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA) Chircng trinh cao hoc Quan trj kinh doanh Quoc te LUAN VAN TOT NGHIEP CHIEN L i r g C PHAT TRIEN LINK VXTC KINH DOANH XANG DAU CUA TONG CONG TY XANG DAU VIET NAM NGUYEN VAN SlT IEMBA#3 THANG 05, 2007 INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA) Chiro'ng trinh cao hoc Quan trj kinh doanh Quoc te BAN LUAN VAN N A Y DLTQC N O P C H O TRUOfNG DAI HOC IRVINE (MY) VA KHOA QUAN TRI KINH DOANH (TRLTCJNG DAI HOC QUOC GIA HA N O O BAN LUAN VAN LA M Q T PHAN BAT BUQC TRONG CHUONG DAO TAO THAC SY QUAN TRI KINH DOANH QUOC TE THANG 05, 2007 TRINH Phe duyet cua Chu-ang trinh Cao hoc quan tri kinh doanh quoc te Chii nhiem chuong trinh Tdi xac nhan rang ban kbda luan da dap ung dugc cac yeu cau mot khda luan tot nghiep thudc chuong trinh dao tao Thac sy Quan tri kinh doanh Chu tich Hdi ddng TS Chu Thanh Chung tdi, ky ten dudi day xac nhan rang chung tdi da dpc toan bd khda luan va cdng nhan ban khda luan hoan toan dap ung cac tieu chuan cua mot khda luan Thac sy quan tri kinh doanh .v.V-QV'^ iao vien hudng dan TS VG Xuan Quang Cac vien Hdi ddng TS.TANGOCCAU NCS HA NGUYEN TS VU XUAN QUANG PGS.TS.VUCONGTY MUC LUC PHAN MOf D A U 1 Sur can thiet va y nghla cua de tai nghien cuu 2 Muc tieu nghien ciru 3 Pham vi nghien cuu Phuang phap nghien cuu Nguon so lieu Y nghia Han che Ket qua du* kien TOM TAT NOI DUNG CO S Li'LUAN CHU^ONG 1 Ban chat cua chien luge Qua trinh xay dgng chien luge Sy can thiet cua viec xay dung chien lu-gc ddi vdi sir phat trien 10 cua mot doanh nghiep Quy trinh hoach djnh chien lu'gc 11 Phan tich va dir bao ca hoi, nguy ca, diem manh, diem yeu ciia 14 doanh nghiep 5.1 Mdi trudng kinh doanh va anh hudng cua nd den boat ddng kinh 14 doanh ciia doanh nghiep - Md binh PEST 5.2 Tac ddng cua mdi trudng Quoc te 15 5.3 Anh hudng cua mdi trudng Kinh te qudc dan 18 5.4 Anh hudng cua mdi trudng canh tranh nganh 20 5.5 Tdng bgp ket qua phan tich va du bao ve mdi trudng kinh doanh ben 24 ngoai Anh hudng cua mdi trudng noi bo doanh nghiep 25 Tdng hgp ket qua phan tich noi bo doanh nghiep 29 Hinh phvang an chien luge 31 8.1 Tdng hgp phan tich chien luge (SWOT) 31 8.2 Soat xet lai he tbdng muc tieu, chuc nang, nhiem vu cua doanh 33 nghiep Lu*a chon chien luge 35 10 Thyc hien chien luge 35 10.1 Soat xet lai muc tieu, dieu kien mdi trudng va cac chien luge 36 10.2 Danh gia, dieu chinh va dam bao ngudn lire 36 10.3 Xay dung ca cau to cbirc 39 10.4 Dua cac thay ddi 41 10.5 Danh gia lai ke hoach thuc hien 43 11 Kiem tra va danh gia ket qua 45 12 Dae thu kinh doanh xang dau va tinh hinh kinh doanh xang dan 46 tren The gidi 12.1 Dae diem cua kinh doanh xang dau 46 12.2 Tinh hinh kinh doanh xang dau tren the gidi 47 CHU^ONG NGHIEM Clfu T H F C T R A N G VA PHAN f iCH XAY DlTNG 50 CHIEN LirOC P H A T TRIEN LINH VlTC KINH DOANH XANG DAU CUA PETROLIMEX Gidi thieu tdng quan ve Tdng cdng ty xang dau Viet Nam 50 Phan tich danh gia thuc trang kinh doanh xang dau ciia 52 PETROLIMEX 2.1 Ap dung md hinh PEST phan tich mdi trudng vT md 52 2.2 Ap dung md binh lire lupng cua M.Porter phan tich ngbanh Xang 60 dau Viet Nam Phan tich nguon Igc cua doanh nghiep 69 3.1 Ket qua kinh doanh xang dau 69 3.2 He tbdng ca sd vat chat ky thuat 73 3.3 Kha nang tai chinh 75 3.4 Ngudn nhan lire 75 3.5 Nhung nhan to khac 76 Ket luan 76 KET LUAN vA KIEN NGHI CHtTONG Tom tat chien lu'gc phat trien ITnh vuc kinh doanh Xang 81 81 dau ciia Petrolimex giai doan 2007 - 2015 1.1 Tam nbin 81 1.2 Su menh 81 1.3 Xac dinb he tbdng muc tieu chien luge den nam 2015 cua Petrolimex 81 1.4 Cac chien luge chuc nang 82 1.4.1 Chien luge dau tu phat trien he thong kho cang va kenb phan phdi 82 1.4.2 Chien luge Marketing 84 1.4.3 Chien luge phat trien ngudn nhan lire 86 Mot so ban che ciia chien luge 87 Kien nghj 88 TAI LIEU THAM KHAO 90 DANH MUC BANG BlEU Hinh 1-1 Mo hinh qudn tri chien luac tdng qudt Hinh 1-2: Quy trinh budc Hoach dink chien luac Hinh 1-3 Quy trinh xay dung chien luac theo giai dogn 13 Hinh 1- Mdi truang kinh doanh xet theo phgm vi 15 Hinh 7- Mo hinh luc luang cua M Porter 21 Hinh 1-7 Bang tdng hap ket qua phan tich mdi trudng ben doanh nghiep 30 Hinh 1-8 Ma trdn SWOT 31 Hinh 2-1 Tdng truang GDP Viet Nam 54 Hinh 2-2 Ty cac khu vuc kinh te GDP (%) 54 Hinh 2-3 Von dau tu true tiep nuac ngoai phan theo nganh 55 Hinh 2-4 Viet Nam: Xudt khdu thai ky 1997-2005 57 Hinh 2-5 Ke hogch khai thac dau thd 61 Bang 2-6 Du bao nhu cau tieu thu xang dau tgi Viet Nam 63 Bang 2-7 Ca cau tieu thu xang dau Viet Nam 64 Hinh 2-8 Nhu cau xang dau cua Viet nam 2003-2015 64 Hinh 2-9 Du bao can Cung - Cau xang dau cua VN (2007-2015) 65 Hinh 2-10 Thi phan kinh doanh xang dau Viet Nam 67 Bang 2-11 Mot s6 tieu chi cu the (2001-2006) 69 Hinh 2-12 Ca cau sdn luang Tdng cdng ty Xang dau VN 70 Hinh 2-13 Ca cau sdn luang ban hang cua Tdng cdng ty so vai tdng nhu cau 70 Bang 2-14 Ca cau theo mat hang 71 Hinh 2-15 Ca cau theo mat hang 71 Bang 2-16 Ca cau theo viing mien 72 Hinh 2-17 Ca cau tieu thu theo mien 72 Bang 2-18 Bang danh gia cac yeu td mdi trudng kinh doanh ben ngoai ddi vai tdng cdng ty 77 Bang 2-19 Bang danh gia cac yeu td mdi truang ben cdng ty 78 Bang 2-20 Ap dung md hinh SWOT de hinh chiin luac 79 PHAN MO DAU Su can thiet va y nghia cua de tai nghien cuu: Tdng cdng ty xang dau Viet Nam - Petrolimex la mot td chuc kinh doanh xang dau va cac san pham hda dau tai khau ngudn Idn nhAt d Viet Nam, la mot tdng cdng ty manh ciia qudc gia Luc lugng Iao ddng tren 20 nghin ngudi vdi tren 100 cdng ty, chi nhanh, xi nghiep cung 22 cdng ty cd phan, Cdng ty lien doanh toan qudc doanh thu bang nam len tdi ban 65.000 ty ddng, nop ngan sach tren 10.000 ty ddng Hien nay, Tdng cdng ty xang dau Viet Nam dang phan dau bet minh nham hudng tdi nhirng cdng hon nira tat ca cac ITnh vuc phuc vu cho qua trinh cdng nghiep hda, hien dai hda dat nude Nghien cuu chien luge kinh doanh cua Tdng Cdng ty xang dau Viet Nam la mot nhiem vu cue ky quan trong, xac dinb diem manh, diem yeu cung nhu ca hdi, thach thuc cua Petrolimex dieu kien nude ta dang hdi nhap, md cua, nham dua giai phap de phat trien Tdng cdng ty mot tap doan kinh doanh manh cua Nha nude d khau ngudn, lay kinh doanh xang dau lam true chinh, da dang hda cd chpn Ipc cac mat hang va loai hinh kinh doanh, da dang hda hinh thuc sd hiiu, day manh chuong trinh hien dai hda, nang cao nang lire hgp tac va canh tranh qua trinh hdi nhap kinh te khu vuc va the gidi Kinh doanh xang dau la ITnh vuc kinh doanh chii dao cua Petrolimex Hang nam, Tdng cdng ty nhap khau 7-8 trieu m3 xang dau, chiem gan 60% thi phan ndi dia Tuy nhien chinh sach kiem soat gia ban cua Nha nude doi vdi mat hang xang dau, kinh doanh xang dau cua Petrolimex nhijng nam qua dat bieu qua rat thap thap tham chi cd nhiing thai diem bi Id gia ban nude thap ban gia nhap khau (chua tinh chi phi kinh doanh) Vdi viec Viet nam gia nhap WTO n6n kinh t§ nude ta cang hdi nhap sau ban vao kinh te qudc t6, cac chinh sach bao bd dan dugc xoa bd dd cd mat hang xang dau, tinh hap din thi trudng se tang len ddng nghTa vdi canh tranh cang khdc liet ban Tdng cdng ty xang dliu phai hudng tdi muc tieu: kinh doanh hieu qua dam bao tich luy cho dau tu phat trien tuong xung vdi tiem luc ciia mot hang xang dau qudc gia vdi 50 nam hinh va phat trien Tren thuc t8 Tdng cdng ty hien dang chii ddng tap trung mpi nd lire de gia tang ngudn luc, nang cao chat lugng dich vu, tang tdc dau tu he tbdng ca cd vat chat, md rdng va phat trien kenh phan phdi, tiep tuc phat trien va ciing cd thi phan ciia Petrolimex ca nude, day manh tai xuat, tien tdi td chirc kinh doanh xang dau tren thi trudng cac nude khu vuc, ddi mdi va hoan thien phuong thuc kinh doanh thich nghi vdi dieu kien hgp tac va canh tranh khudn khd phap luat Viet Nam va qudc te, vua nang cao hieu qua kinh te vira dam bao hieu qua chinh tri - ^^ hdi Tu nhung ly tren, tac gia lua chon nghien cuu de tai vdi ndi dung: "Chien luac kinh doanh xang dau cua Tdng cdng ty Xang dau Viet Nam den nam 2015 " Muc tieu nghien ciru: Nghien cuu mot each cd be thong dua theo mot each nbin tdng the tren ca sd luan cu khoa hpc ciia khda bpc quan tri kinh doanh, can cu tren dac thu, xu hudng phat tri6n ciia nganh kinh doanh xang dau, cung nhu thuc trang ciia Tdng cdng ty xang d4u Viet Nam nhSm dat cac muc tieu sau: - Nghien cuu va hieu rd dugc cac luan cu khoa hpc ve xay dung chien luge kinh doanh ciia dan vi kinh doanh Ngoai nhiing mat tich cue neu tren, dilu tran trd doi vdi Tdng cdng ty hien cung chinh la tu dpi ngu Iao ddng, dac biet la dpi ngu ban hang true tilp tai cac ciia hang vdi so lugng ddng, nang suat Iao ddng thap ban so vdi cac doi tbii khac tren thi trudng (moi nam tang them bom 300 Iao ddng) 3.5 Nhjj'ng nhan to khac: La doanh nghiep cd uy tin va thuang hieu tdt, TCT cd truyin thdng kinh doanh va td chuc boat ddng KD bai ban, ne nip, chuyen nghiep va ding bd (theo chuoi boat ddng va chuoi gia tri theo dudng van ddng hang boa) va lam chii vl ky thuat cong nghe chuyen nganh tdt nhit d Viet nam hien Trong quan ly va td chuc, mpi boat dong kinh doanh deu dugc quan ly tap trung va kiem soat chat che tren toan bd he thdng (tren ca sd cac chinh sach quan ly ndi bd va bd may quan ly hien hanh) Tdng cdng ty ludn tri mdt su thdng nhat cao toan nganh Dieu da tao dugc su on dinb cin thilt va an toan kinh doanh xang dau tren thi trudng Viet nam ma dang cd nhieu tac ddng va bien ddng phuc tap tren nhieu mat, nhat la ve gia ca va nguon cung cip xang diu tren the gidi Cung cd the ndi Petrolimex la doanh nghiep c6 "ban ITnh'Va kha tung trai kinh doanh ma cd nhieu biln ddng khd ludng kinh doanh xang diu nhung nam gin day Ket luan: Qua phan tich va du bao mdi trudng kinh doanh ben ngoai cdng ty, nhiing ca hoi va de dpa ddi vdi boat ddng san xuit kinh doanh ciia cdng ty dugc the hien cu the qua bang sau 76 Bang 2-18: Bang danh gia cac yen to moi trudng kinh doanh ben ngoai doi voi tdng cong ty Muc quan dp Muc dp tac Xu trpng ddng ciia hudng ciia nhan td nhan td ddi tac ddi vdi cdng ty f Diem tong bgp Cac nhan td mdi trudng kinh doanh ben vdi ddng: ngoai nganh (ca hdi thdch thicc) Nhu cau xang dau 3 + +9 Chinh sach vl gia ciia Chinh phii 3 + +9 Chinh tri xa bdi dn djnh, tdc dp tang 2 + +4 trudng kinh te cao Su canh tranh ciia doi thu cang -6 3 -9 3 khdc liet QuT dat ban hep gay khd khan viec diu tu phat triln kho cang, ciia hang Su xuit bien ciia cac tap doan xang - -9 diu nude ngoai se tham gia tren thj 77 trudng Viet Nam (sau nam 2012) Gia xang dau the gidi khdng dn djnh Xu hudng gia tang ap luc ve chat - -6 -6 lugng djch vu cung ung Nhiing diem manh va diem yeu ciia cdng ty dugc thi hien qua bang danh gia sau: Bang 2-19: Bang danh gia cac yeu to mdi trudng ben cong ty Muc dp Muc dp Xu Diem quan trpng tac ddng hudng tdng cua ciia nhan tac hgp Cac nhan td mdi trudng kinh doanh ben nhan ngoai td ddi vdi td ddi vdi ddng nganh cdng ty 3 + +9 Petrolimex la mdt thuang hieu ndi tieng 3 + +9 3 + +9 2 + +4 Ngudn cung cbii yeu la nhap khau -3 Cdng tac hoach dinh chien lugc chua ro 3 He tbdng ca sd vat chat hien dai, tien tiln, mang ludi kenh phan phoi rdng va uy tin ca va ngoai nude Cdng ty cd nguon lire ve tai chinh manh va kha nang buy ddng vdn nhanh Dpi ngii can bd cd trinh dp va kinh nghiem lau nam -6 - -9 78 rang Cdng tac PR, marketing cdn yeu kem - -6 - -6 3 - -9 Phan Idn vi tri va qui md ciia bang chua dap ung xu hudng tieu dung mdi Tinh linh hoat viec bd trg siic chua nhung dieu kien can thiet chua cao Bang 2-20: Ap dung mo hinh SWOT de hinh chien lugc Co hdi (0): Chinh trj xa bdi dn djnh Nguy ca (T): Sir canh tranh true tiep nIn kinh te Viet Nam phat ciia cac ddi thii trien nhanh Kha nang md rdng va Nhu cau tieu diing xang phat trien kho cang mang dau tang cao ludi ban che quT dat Chinh sach tha ndi gia cang ban hep Ma trdn SWOT xang diu ciia Chinh Phii Xuat hien cac lien doanh He thdng luat phap va cac tap doan xang dau cang hoan chinh nude ngoai Gia xang dau the gidi khdng dn djnh Sue ep ve chit lugng cung ung dich vu 79 Diem manh (S): Chien luac S/0 Chien luac S/T Tan dung thi manh l.Tan dung cac mdi quan de tiep tuc dau tu giii vung he tim dja diem chien lugc vi tri sd de xiic tien dau tu nhung Da dang boa cac loai hinh du an kho cang qui md Idn lien kit de diu tu phat triln tang kha nang "dau ca "hd he thdng ciia hang, nhanh va trg sue chua cho kho He thdng kho cang, mang ludi ban hang Idn nhat tren ca nude Petrolimex la thuang hieu uy tin ndi tilng, cd mdi quan be tdt vdi cac ca quan chuc nang Chinh phii va dja phuong chdng chiem ITnh nhiing vj cang hien trudng trj cd Igi thi thuang mai hgp can thiet Quy md tai chinh va kha 2.Long ghep qui hoach nang huy ddng vdn Idn mang ludi ban le ciia minh Dpi ngii can bd cd kinh vao qui hoach phat trien nghiem lau nam ciia dia phuang Vdi phan tich mdi trudng vT md, mdi trudng nganh va mdi truang ben Tdng cong ty Xang dau Viet Nam, rat de dang nhan thay Petrolimex cd nhieu trien vpng va cd Igi the canh tranh so vdi cac cdng ty kinh doanh xang dau khac Do vay Petrolimex can phai xay dung mdt chien lugc kinh doanh tdt, phu hgp vdi xu the phat trien cua Viet Nam ndi chung va nganh xang dau ndi rieng 80 CHU^ONG KIEN NGHI VA KET LUAN Tdm tat chien lugc phat trien ITnh vuc kinh doanh xang dau ciia Petrolimex giai daon 2007-2015 1.1 Tam nhin Vdi vj trj va vai trd chii dao hien tren thj trudng xang dau Viet nam, ciing vdi nhiing the manh vugt trdi hien cd ciia Petrolimex the bien qua chudi gia trj nhu da phan tich tren day Dat tdng the mdt mdi trudng kinh doanh cd nhieu van bdi va thdi ca ndi bat tren kbia canh nhu ciu xang diu cang tang trudng tu cho den nam 2015 va nam 2020 Tdng cong ty xang dau Viet nam xac dinb tam nbin ciia minh la: "Phat triin Petrolimex mot Petronas ciia Viet nam " Slogan ''Petrolimex - khdi nguon cda mgi chuyen dong " 1.2 Sumenh Su menh Idn Iao ciia Petrolimex la ''Bap ung nhu cau xang dau cho su phat triin cda dat nude " 1.3 Xac djnh he thong muc tieu chien lugc den nam 2015 cho Petrolimex Tren ca sd Tim nhin va Su menh, Tdng cdng ty xang diu Viet nam phin diu tdi nam 2015 se dat dugc mdt sd chi tieu sau: - San lugng ban hang it nhit phai dat 12 trieu tin XD cac loai chilm 50% thi phin - Lai nhuan dat tren 100 trieu dd la 81 - Petrolimex tiep tuc tri vai trj chii dao tren thj trudng vdi he thdng ca sd vat chat va mang ludi cua hang xang dau hien dai ngang tim khu vuc va thi giai 1.4 Cac chien lugc chuc nang: De thuc hien dugc cac chien lugc tdng quat tren, trudc hit Tdng cdng ty cin tap trung thuc hien mdt sd chien lugc chuc nang chinh nhu sau: 1.4.1 Chien lugc dau tu phat trien he thdng kho cang va kenh phan phoi Chien lugc dau tu phat trien he thdng ca sd vat chat (kho ngoai quan Khanh boa, cac kbo cang khac nham muc dich vua tang kha nang tdn chua dap ung nhu ciu phat triln vira "chiem ITnh "nhiing vj tri trpng yeu cd tinh chien lugc Dh tham gia nhilu hon vao chudi gia tri, Tdng cong ty se nghien cuu kha nang tham gia gdp vdn vao cac du an khai thac va Ipc dau ca va ngoai nude Chiln lugc diu tu phat triln kenh phan phdi theo hudng: lien ket chieu dpc lan cbilu ngang, da dang hoa cac hinh thuc hgp ddng hgp tac kinh doanh dai ban, mua lai, than tdm nhugng quyIn kinh doanh Ben canh dd nang cap cac cua hang theo hudng md rdng va cang hien dai hon dac biet uu tien tren nhung tuyIn dudng trpng diem, dd thi • • • Cac giai phap thuc hien: - Triln khai xay dung kho Ngoai quan 500.000 M3 tai Khanh hoa bing hinh thuc lien doanh lien kit tranh thii ngudn vdn va cong nghe ciia ddi tac nude ngoai ITnh vuc khai thac kbo xang diu Idn Lau dai se bien kho ngoai quan nhu mdt doi trpng vdi cac ngudn cung ung khac ciia Singapore n Xem xet va lira chpn vi tri dl diu tu kho cang xang diu bd xung, h6 trg cho cang xang dau Quang ninh hien nhirng trudng bgp cin thilt Nghien cuu diu tu tau me cd tai trpng 100.000-120.000 DWT dh nhap khiu true tilp tu cac ngudn khac re ban dac biet la tu Trung ddng sau dd chuyin tai d Van Phong; dong thdi, xem xet kha nang ky hgp dong dai ban vdi nha cung cip xang dau cd tilm nang va dieu kien tin dung uu dai ciia Trung Qudc; tang cudng phuong thuc nhap thang vao cac kho ven biln (Nghi Huong, Quy Nhcm, Phii Khanh, Tdng kho Miln Tay) tao uu the canh tranh ve gia va ngudn cho cac vung tbi trudng Phat trien va md rdng kenh phan phdi thong qua viec da dang hoa cac loai hinh lien doanh lien ket cung hgp tac phat trien dam bao dua sd lugng ciia bang xang dau ciia Petrolimex tu 1500 len 2500 ciia hang nam 2015 Ddng bd vdi ke hoach la ap dung CO chi kinh doanh linh boat khuyen khich cac dai ly, tdng dai ly ky hgp ddng dai ban vdi thdi gian tu nam trd len phu hgp vdi thdng le qudc te kinh doanh xang dau Diu tu xay dung mdi he thong cac ciia hang mau hien dai, vdi cac san pham dac trung ciia Petrolimex tao nhilu tien dung cho ngudi deu diing Su dung the toan "Petrolimex card "dap ling nhu ciu da dang ciia cac ca quan, doanh nghiep, ngudi tieu dung cd thu nhap cao Nghien cuu triln khai phat triln kenh phan phdi theo hinh thuc "nhugng quyIn kinh doanh "dl buy ddng ngudn luc va quT dit cua xa hdi.Tan dung dugc ca bdi vl su thay doi chinh sach kinh doanh xang diu ciia Nha nude, theo dd Igi nhuan ban le xang diu se cd xu hudng tang, hap dan cac nha diu tu quan tam din ITnh vuc 83 Long ghep qui hoach phat trien cac cua hang xang dau ciia Petrolimex vao qui hoach phat triln ciia dia pbuong.Vdi uu the vl mdi quan he tdt dep vdi chinh quyen dia phuang cac tinh, phd Tdng cdng ty chi dao cac don vj true thudc sau sat hon nira den van de qui hoach (he thdng giao thdng dudng bd, qui hoach phat triln ) nhim "chim diem "nhiing vj tri cd Igi thi thuang mai Khi bdi tu dii cac ylu td cin thilt cd the tien hanh lam tbii tuc xay dung ngay, giai quyet dugc khau thii tuc ban diu mdt each thuan Igi va nhanh chdng 1.4.2 Chien lugc Marketing Khac phuc nhiing diem yeu hien ve cdng tac marketing, tdng cdng ty can xay dung va thuc tbi chien lugc marketing mdt each phu hgp mdi cd kha nang tri dugc thj phan la khdng dudi 50% va dat san lugng 12,5 trieu tan vao nam 2015 (muc tang trudng binh quan 8%/nam) Vdi vj thi la doanh nghiep thii ITnh dan dau thi trudng tdng cdng ty nen lua chpn hudng tri thi phin ciia minh hem la md rdng qui md ciia toan thi trudng Vi xang diu la san phim dac biet, viec cai tiln hay tim cong dung mdi ciia san pham se khdng gdp phin (hoac khdng dang kl) din viec thiic diy gia tang nhu ciu nhu nhung san pham tieu diing khac Cac giai phap thuc hien - Thiic diy cac giai phap gia tang san lugng ban hang, khin truang xay dung va triln khai cac chinh sach khach hang (bao gdm va khdng gidi ban cac hinh thuc dau tu - hgp dong cung ung dai ban, dich vu trudc, va sau ban hang, ho trg vl dao tao diu tu va cac san phim quan ly hoac dich vu khac, ) nham lira chon va xac dinh he thdng phan phoi dn djnh, lau dai, cbii dong td chuc phuang an kinh doanh hudng tdi hieu qua trudc "hdi nhap'Va "tu hoa"tbi trudng xang dau 84 Xay dung va trien khai thuc hien dl an "Td chuc thdng tin thi trudng"nhim cai thien cdng tac thi trudng - tilp thi quang cao nang cao kha nang phan tich, du bao lam ca sd de Tdng cdng ty hoach dinh chinh sach kinh doanh linh boat va hieu qua; cac Cty cbii ddng va tang cudng phdi hgp thj trudng, chinh sach khach hang, Thanh lap phdng Marketing dh nghien cuu va phat triln tbi trudng Nang cao chit lugng, bieu qua cdng tac dilu hanh, td chuc kinh doanh; tri va phat trien thi phan, gia tang san lugng tieu thu tuong xung vdi tdc dp tang trudng kinh te Cac phdng ban Tdng cdng ty can tiep tuc "ddi mdi"phong each, nang cao nang lire chi dao - dieu hanh, xay dung cac ca che, chinh sach kinh doanh nang ddng, sat vdi thuc tien va xu the thi trudng Cac Cty vien neu cao tinh chii ddng, sang tao td chuc kinh doanh va chju trach nhiem ve hieu qua cudi ciing ciia qua trinh kinh doanh (tir khau nhap khau den phan phdi, tieu thj hang boa) ciia Tdng cdng ty Thuc hien "chien lugc ciing cd "ket hgp chien lugc ddi dau, ben canh giu muc gia ban hgp ly cin diy manh cac hinh quang cao, khuyen mai, phan ung nhanh chdng kjp thdi va true dip trudc cac ddi thii theo sau la PDC va Petec Tiln hanh thuc bien cac phuang an "mua dut ddi tbii canh tranh "- kha nang buy ddng tai chinh manh cua Petrolimex se cho phep tdng cdng ty thuc hien cac vu mua ban sat nhap "cbilu dpc "vua phat trien dugc kenh phan phdi vua giam sd lugng doi thii canh tranh tren thj trudng m 1.4.3 Chien lugc phat trien ngudn nhan luc Trong hoach djnh chien lugc kinh doanh thi chiln lugc phat triln ngudi la xuong song xuyen sudt qua trinh thuc hien dd trudc mit cung nhu lau dai dpi ngu phai dap ung cac yeu cau sau: Cd quan diem va thai dp rd rang, trung vdi cac Igi ich ciia ting cdng ty, cd y thuc chap hanh ky luat tdt Cd nang lire va trinh dp chuyen mdn dap ung dugc nhiing ddi hdi nen kinh te tbi trudng de hoan tot mpi nhiem vu va muc tieu ma cdng ty dl Cd dao diic kinh doanh, quan ly va mpi quan he vdi tap thi Iao ddng cdng ty Giai phap thuc hien Td chiic sii- dung ngudn nhan luc theo cac phuang an chien lugc da xac djnh nham khai thac tdt nhat nang luc tri tue va sue luc ciia dpi ngu cdng nhan vien chuc, bd tri sap xep, phan cdng hgp ly nham sir dung cd hieu qua yeu td Iao ddng Diu tu dao tao bdi dudng trinh dp mpi mat ciia dpi ngu Iao ddng de dii sue lam cbii qua trinh san xuit kinh doanh vdi yeu cau ky thuat cang cao ban - Xay dung chinh sach dai ngp vat chat thda dang cho cac can bd dugc cu di dao tao tbi bien bing viec tang cac khoan phu cip, chi phi, di lai an d hpc tap dh khuyin khich tinh thin hpc tap nghien cuu De cdng tac dao tao dugc thuc hien cd bieu qua, phdng Iao ddng tien luong can cd ke hoach sap xep, phan cdng, bd 86 tri can bd mdt each khoa hpc cho van dap ung dugc yeu ciu ciia cdng viec ma van dam bao thdi gian cung nhu cac dieu kien khac cho can bd di hpc - Day manh chuang trinh dao tao chuyen sau dac biet vdi dpi ngu can bd cac phdng ban Tdng cdng ty thdng qua cac chuang trinh hgp tac vdi cac hang xang dau da qudc gia ma Tdng cdng ty c6 moi quan he lau nam nhu BP, SHELL bang binh thuc giii can bd cdng tac vdi thdi gian xac djnh thang - Inam (training on job) - Viec tuyen dung can phai dugc ddi mdi va cd nhirng budc dot pha ban nhu: dat tieu chuan hang nam Tdng cdng ty se tuyen 10 -20 ky su gidi tdt nghiep tai cac trudng Dai hpc danh tilng nude hoac d nude ngoai vdi chi dp luang thudng rieng Dpi ngu can bd se tiep tuc dugc tao dieu kien, mdi trudng lam viec tdt nhat cd the, cd can bd kinh nghiem ciia Tdng cdng ty kem cap hudng dan theo mdt Id trinh phu hgp nham trd nhung can bd khung, nhdm "nhan su chien luad'trong tuong lai Mot so han che cua chien lugc Vdi dl tai "Chiln lugc phat triln ITnh vuc kinh doanh xang diu ciia PLX din nam 2015" ban than da van dung tdng bgp cac phuang phap nghien cuu de hoan khda luan Tuy nhien nhilu nguyen nhan, luan van van cdn mdt so ban cbl thi bien tren mot sd phuang dien nhu sau: - v l CO sd ly luan: Ndi dung ciia Quan tri chien lugc la rdng Idn va pbirc tap, tdng bgp nhilu kiln thuc chuyen mdn lien quan den toan bd qua trinh boat ddng ciia mdt doanh nghiep Nhiing ca sd ly luan va md binh ly thuylt ap dung quan trj chiln lugc ciing rit da dang va phong phii Tuy thudc vao md 87 binh cung nhu pham vi boat dong ciia tirng doanh nghiep ma cd nhiing nghien cuu khac Luan van mdi chi de cap mdt phan rat nhd khdi kien thuc dd chua bao bam het nhung ndi dung ca ban ciia mdn bpc quan trj chien luac - Ve phan nghien cuu tinh hudng: Luan van mdi dung lai d ITnh vuc kinh doanh xang dau chi la mot nhiing san pham ciia Petrolimex Trong boat ddng ciia Petrolimex nhu phin gidi thieu la rit rdng, ngoai ITnh vuc kinh doanh xang dau cdn kinh doanh cac san pham hda dau, LPG, dich vu van tai, ngan bang, bao hiem Thdi gian nghien cuu chien lugc chi gidi ban den nam 2015 chua khai quat dugc hudng phat trien xa bom tuong lai Trong tbdi gian tdi dieu kien va thdi gian cho phep, ban than se tiep tuc cd nhiing nghien cuu sau hcm(ITnb vuc phat trien ndi chung va quan tri chien lugc ndi rieng) nham trang bi va bd xung them cho minh nhirng kien thuc chuyen mdn can thiet giiip viec hoan thien de tai tren mot each khoa hpc va kha tbi Dac biet la se de cap den nhiing ITnh vuc kinh doanh khac ciia Tdng cdng ty dh hinh mdt chien lugc phat trien chung chu khdng chi gidi ban ITnh vuc kinh doanh xang dau Kien nghj Xang diu la mdt mat hang thilt ylu, chinh vi vay thdi gian qua mac diu Nha nude da tiln hanh xda bd ca cbl bao cip ddi vdi rat nhieu mat hang va ap dung ca che dilu hanh theo qui luat cung ciu ciia thi trudng, nhung ddi vdi mat hang xang diu Nha nude van tri cac bien phap kilm sdatt gia hit sue chat che Nghi djnh 55 da thay ddi ca cbl bu gia trudc hit ap dung doi mat hang xang va nam 2008 se ap dung cho cac mat hang cdn lai, nhien viec 88 doanh nghiep tang gia ban dl dam bao Igi nhuan hgp ly vin cdn gap nhilu khd khan, thii tuc phuc tap (nhu cd td trinh bao cao trudc tang gia nlu dugc chip thuan mdi dugc tang va ngugc lai - tilp tuc van hanh theo ca chi xin - cho, bao cip) Dl nghj Nha nude sdm bd qui djnh nay, manh dan ap dung ca cbl thi trudng vua dam bao doanh nghiep cd tich luy dau tu phat trien vua giai quyet dugc tinh trang xuit lau xang diu qua bien gidi gay thiet hai cho Nha nude De nghi Nha nude xem xet viec qui hoach mang ludi kinh doanh xang diu nhu la kit ciu h^ tang thuang mai, gidng nhu xa hdi can trudng hpc, benh vien Nhu vay cin phai cd mdt chinh sach sii dung dat dai mdt each hgp ly, cd sir ho trg ve dia dilm mat bing, (ndi dung can phai dugc quan triet cdng tac thuc hien qui hoach dd tbi, qui hoach giao thdng va cac CO sd tang khac) Ben canh chinh sach giao quyen sii dung dat cung can phai dugc ap dung linh hoat theo hudng cho thue dat tra phi thue dat hang nam thay vi thu tien sir dung dat mdt lan, tao dieu kien thuan lgi cho doanh nghiep phat trien he thdng cua hang xang dau, phu hgp vdi qui hoach chung va dap ung nhu cau tieu dung ciia xa bdi De nghi Nha nude ling hd cbii truang cho phep Tdng cdng ty xang dau dugc tai cau triic md hinh td chuc theo hudng: tap doan kinh te (tien tdi cd phan hda toan tap doan) lay kinh doanh xang diu lam true chinh phat trien manh sang cac ITnh vuc kinh doanh khac nhu hda diu, LPG, van tai, tai chinh, ngan hang, bao hiem Cd nhu vay Tong cdng ty xang diu Viet nam mdi hdi tu dii the va luc va hoan dugc su menh "Dam bdo xdng ddu cho suphdt trien cua ddt nude " 89 TAI LIEU THAM KHAO Cac bai giang va tai lieu lien quan ciia chuong trinh leMBA tai HSB - Khoa quan tri kinh doanh - Trudng dai bpc qudc gia Ha ndi Gary D Smith, Danny R Arnold, Boby R Bizzell, Chiln lugc va sach lugc kinh doanh (Ban dich giao trinh ciia Nha xuat ban tbdng ke) Blue Ocean Stratery: How to Create Uncontested Market Space and Make Compepetion Irrelevant - Harvard Business School Press Td chat lanh dao ngudi lanh dao Hoach dinh chien lugc Philip Kotler - Quan tri Marketing (Ban dich ciia Nha xuat ban thdng ke) International energy outlook - 2006 Word Oil Market Tdng cdng ty xang dau Viet nam - Bao cao tdng ket nam 2004-2005 90