THÔNG TIN TÀI LIỆU
INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA) ChLPO'ng trinh Cao hoc Quan tn Kinh doanh Quoc t§ KHOA LUAN TOT NGHIEP • • CHIEN LLPgC KINH DOANH - NGHIEN CLTU TJNH HUONG LAP RAP, SAN XUAT OTO TAI TAP DOAN CONG NGHIEP THAN KHOANG THieU QUANG THAO leMBA#1 THANG 10, 2006 SAN VIET NAM INTERNATIONAL EXECUTIVE MBA PROGRAM (leMBA) Chu'O'ng trinh Cao hoc Quan trj Kinh doanh Qudc te BAN K H A LUAN NAY BUOC NQP C H O TRUaNG DAI HOC IRVINE (MY) VA KHOA QUAN TRI KINH D O A N H H S B (DAI HOC QUOC GIA HA NQl) BAN K H A LUAN LA M Q T TRONG CHLrONG TRJNH D A O PHAN BAT B U Q C TAO THAC S Y Q U A N THANG 10,2006 TRI KINH DOANH QUdC T t Phe duyet cua Chirong trinh Cao hoc quan trj kinh doanh quoc te Chu nhiem chuomg trinh Toi xac nhan ring ban khoa luan da dap ung duoc cac yeu cau cua mot khoa loan tot nghiep thuoc chuong trinh dao tao Thac sy Quan trj kinh doanh Chu tjch Hoi dong Chung toi, ky ten duai day xac nhan ring chung toi da doc toan bo khoa luan va cong nhan ban khoa luan hoan toan dap ung cac tieu chuan cua mot khoa luan Thac sy quan trj kinh doanh 1.(^4 Giao vien huong din - Tien sy Dang Ngoc Sir Cac vien Hoi dong (X8p thu tir ten theo bang chij cai) iUVr^ I C - miu MUC LUC NOI DUNG TRANG LOfI MO DAU CHirOfNG I: CHirONG I: CO SO LY LUAN VE CHIEN LU^QfC KINH DOANH l.Mot so khai niem chien lu'ac: Quan trj chien \\xac: 2ADmh nghla ve quan trj chien lieffc: 2.2 Y nghia cua quan tri chien luffc Quy trinh quan tri chiln lu'O'c: S.lXdc lap he thong muc tieu: 3.1.1 Ban chat muc tieu cua doanh nghiep 3.1.2 He thons muc tieu chien luac 3.3.3 Cac yeu cdu cua muc tieu chien luac 3.2 Phan tich moi trw&ng ben ngoai: 3.2.1 Phan tich moi tru&n^ vTmo 3.2.2 Phan tich moi truon^ nsdnh 12 3.3 Phan tich moi trw&ng ben 17 3.3.1 Phan tich maketins 17 3.3.2 Phan tich tinh hinh tai chinh cua doanh nghiep 18 3.3.3Phdn tich cons tdc audn tri: 18 3.3.4 Phan tich cons tdc san xud't va tdc nshiep 19 3.3.5 Tons hop ket aud phan tich noi bo doanh nshiep 20 3,4 Lap ma tran SWOTvd hinh phw&ng an chien Iwp'c 21 3.5Xdy dung chien luac vd lua chon chien luge toi uu 22 3.6 Thuc thi chien luge 22 3.7 Ddnh gia chien luge 23 CHU^ONG II: XAY DUTVG CHIEN LlTOC KINH DOANH LAP RAP v A 24 SAN X U A T X TAX T A P D O A N CONG NGHIEP THAN KHOANG SAN VIET NAM LTong quan ve hoat dong kinh doanh lip rap va san xuit oto tai Tap 24 doan Cong nghiep Than Khoang san Viet nam L I- Qua trinh hinh va phdt trim dir an kinh doanh idp rap 24 vd san xudt oto tai Tap doan Cong nghiep Than Khoang san Viet nam L2- Cac ngdnh nghe kinh doanh hien cua Tap doan Cong 26 nghiep Than Khoang san Viet nam 1.3-Co' cdu bo may hoat dong ciia Dvt an Idp rap vd san xudt oto 27 tai Tap doan Cong nghiep Than Khoang san Viet nam 1.4 - Dgc diem vat tu nguyen lieu cho sdn xudt 30 1.5 - Dgc diem may moc, thiet bi day chuyen cong nghe 30 L6- Dgc diem ve sdnphdm xe oto vd thi trw&ng tieu thu cua Tap 31 doan 1.7- Tinh hinh sdn xudt kinh doanh lap rap oto nam nhwng nam qua 2.Phan tich moi tru'o'ng kinh doanh cua Tap doan: 34 2,1-Sw menh cua Tap doan 35 2.2-Phdn tich moi trw&ng ben ngoai 35 2.2.1-Phan tich moi tru&ns vT mo 35 Moi tneoTjg kinh te 35 Moi tru&ng cong nghe 38 Moi tru&ng van hoa - xd hoi 38 Moi tru&ng tu nhien 38 Moi tru&ng chinh tri 39 Moi tru&ng toan cdu 40 2.2.2-Phdn tich moi tru&ng n^dnh 41 Phan tich doi thu cgnh tranh hien tai 41 Phan tich cgnh tranh tiem an 42 Phan tich ngu&i cung ung 42 Phan tich khdch hang 43 Sdn phdm thay the 44 2.2.3 - Tons: hap tdc dons cua moi tru&ng ben nsodi 2.3-Phdn tich moi trw&ng ben 42 48 2.3.1-Phdn tich moi tru&ns marketing 48 2.3.2- Phan tich tai chinh 49 2.3.3~Phdn tich cons tdc sdn xudt vd tdc nshiep 51 2.3.4-Phdn tich cons tdc audn tri 53 2.3.4 - Ton^ hap tdc dons ben tron^ 54 3- Lap ma tran SWOT va hinh cac phuong an chien luge 55 4- Chien lu'O'c tong hg'p 56 CHUONG III: CAC VAN DE T H U C HIEN CHIEN L U O C V A KIEN NGHI 58 LMuc tieu co* ban 58 2.Phan bo nguon luc 58 Cac van de thuc hien chien luac cua Tap doan Cong nghiep Than Khoang san Viet nam 59 5.7- Chien Iwo'c sdn xudt 32 : 59 3.2- Chien luge Marketing 62 3.2.1- Cons tdc bdn hdns 62 3.2.2 -Cong tdc nshien cim thi tru&ng 65 3.2.3 - Ma rons thi truans tieu thu sdn phdm qua xudt khdu 66 3.2.4 -Cons tdc audns cao, khuven mdi 66 3.3- Chiin Iw&c tai chinh 61 3.4 -Chiin Iwac nhan sw 68 4.Mot so kien nghj lam tang kha nang thuc thi chien luac L d l KET LUAN TAI LIEU T H A M K H A O 71 DANH MUC SO DO VA BANG BIEU l.Cac so* va bieu khoa luan: TT Ten sa Trang Chwang I So" 1.1: Quy trinh quan tri chien luge So d6 1.2 Mo hinh lire lugng 13 So 1.3 So 66 tac dOng cua moi trucmg kinh doanh 15 Chwang II So 2.1 So bg may hoat dong cua Dir an lap rap va san xuat xe oto 29 tai Tap doan Cong nghiep Than Khoang san Viet nam Bieu 2.1 So sanh so xe lap rap va xe tieu thu qua cac nam 33 C/iwang III Hinh 3.1 Muc tieu ca ban cua Tap doan Cong nghiep Than Khoang san 58 Viet nam 2.Cac bang bieu khoa luan: TT Ten bang bieu Trang Chwong I I Bang 1.1 :Bang t6ng hop ket qua phan tich va du bao v6 moi trircmg kinh 16 doanh Bang 1.2 Danh gia cac yeu to ben doanh nghiep 20 Bang 1.3 Ma tran SWOT 21 Chwffng II Bang 1: Ket qua san xua't kinh doanh tir thang 7/2003 - qui n/2006 32 Bang 2.2 - T6c tang truong n^n kinh xk Viet nam tu nam 2001 -^ 36 thang 2006 Bang 2.3 - So lieu xe oto tieu thu tu thang7 /2003 - thang 2006 43 phan theo nhom doi tugng Bang 2.4- So lieu nhap khau xe tai tren 8T theo nhan hieu 45 Bang 2.5- Bang tong hgp tac dong cua moi truang ben ngoai 47 Bang 2.6 - Co ciu trinh can bg nhan vien Cong ty CN Oto Than Viet 52 nam 10 Bang2.6- Bang tong hgp tac dong cua moi truang ben 54 11 Bang 2.7- Ma tran SWOT 55 Chwang III 12 Bang 3.1: Mot so muc tieu ca ban hoat dong lap rap san xuat xe oto cua Tap doan Cong nghiep Than Khoang San Viet nam 58 LQI MQ DAU 1-Ly chgn de tai: Cong nghiep oto la nganh cong nghiep rat quan can dugc uu tien phat trien de gop phan phuc vu c6 hieu qua qua trinh cong nghiep hoa, hien dai hoa va xay dung tiem luc an ninh, quoc phong ciia dat nuac ta Nam bat quan diem phat trien Tap doan Cong nghiep Than - Khoang san Viet nam (viet tat la TKV) da xay dung va dugc Chinh phu phe duyet thuc hien Dir an lap rap, san xuat xe tai nang va xe chuyen dung phuc vu cho nganh than va cac nganh cong nghiep khac dap ung mot phan nhu cau ciia nen kinh te va an ninh quoc phong tai Quy6t djnh so 175/2002/QD-TTg 3/12/2002 Va la mot hai doanh nghiep dugc san xuat xe tai CO tai trgng tu tan tra len tai thi truang Viet nam hien De du an lap rap va san xuat xe tai nang va xe chuyen dung tai TKV phat trien ben viing va theo dung muc tieu, dinh huong cua Chinh phu tai Quyet dinh so 177/2004/QD-TTg 5/10/2004 " V/v Phe duyet Quy hoach phat trien nganh cong nghiep oto Viet nam den nam 2010, tam nhin d^n 2020" thi TKV can quan tam d6n cong tac xay dung chien luge kinh doanh ciia minh Boi vi sir t6n tai va phat tri^n ciia doanh nghiep phu thuge truac het vao su dung dan ciia chi6n luge kinh doanh d6 Do do, xay dimg chi^n luge kinh doanh c6 vai tro quan trgng sir phat tri6n ciia doanh nghiep Nha c6 xay dung chien luge kinh doanh ma doanh nghiep thiy ro muc dich va huong di ciia doanh nghiep hoat dong kinh doanh, thay dugc muon van ca hoi tim d^n nhung cung diy cam biy rui ro Va qua doanh nghiep c6 nhung bien phap nhat dinh cung nhu viec su dung hieu qua nguon luc ciia minh de phat tri6n doanh nghiep Qua qua trinh lam viec tai Tap doan Cong nghiep Than - Khoang san Viet nam k§t hgp Cling nhung kien thuc tiep thu dugc qua trinh hgc Chuong trinh Cao hoc Quan tri phim ma Tap doan nhim tdi dl canh tranh la eac loai xe old eua Han quoc ma dac biet la xe dtd tai Huyndai Hien nay, thi trudng dang ed xu thi chuyin ddi nhu cau tir loai xe tai dudi 15 tin sang loai xe tai nang cd trgng tai tren 15 tin Tuy nhien hien Cue Dang Kilm cho phep cac xe di tren dudng vdi tdng tai trgng ca than xe va sire chd khdng qua 25 tin Vdi qui dinh nhu vay thi sue chd dugc phep chi la 11 tan cac loai xe hien thudng cd trgng lugng than xe la 14 tan DQ dap iing dugc nhu cau eiia khach hang ve nhu cau chd hang nhung lai van dugc su ddng y ciia Cue Dang Kiam Viet nam, Tap doan can nghien ciru loai xe ed khung xe nhe nhung van dam bao an toan trd dugc 15 tan theo quy dinh eua Dang kiam va cd kha nang trd qua tai nen dan 19-20 tan Loai xe se tao dugc su khac biet ddi vdi eac loai xe tran thi trudng va cac tinh nang ky thuat khac Tap doan lua chgn cac uu diem ciia cae loai xe tai hien dk khie phuc cac han chi ma tirng loai xe cd Dd la xay dung chiing loai xe tai ben ed trgng lugng than xe 10 tin dl ed sire chd tir 13-14 tin, khoang each tii" tam banh trudc din true giua la 3690mm va khoang each tir tam banh sau din true giu la 1320 mm phii hgp vdi quy djnh cua Co quan Dang kilm Viet nam Ddng co tiau chuin EUR02, chassi cd bin chd dugc qua tai 20 tin, cabin cd kilu dang dep kin khit theo tieu chuan eiia cac nude G7, thiing xe cd dung tich 10,5-13m^, phii hgp cho chd dit da va dam bao cho qua trinh van chuyin khdng vuong vai Cac chi tilt xe se lua chgn cua nhilu nha san xuit uy tin tran thi gidi Ciu, phanh true cd thi luc chgn eiia Ue, Tiep, Dire, My Chassi lira chgn cua cac hang xe Trung qudc ed lien doanh vdi nude ngoai Ddng co cua Nhat ban vi vira phii hgp vdi thdi tilt, hau va tinh nang sii' dung ciia ngudi chau A vira tilt kiem nhien lieu Thiing ben san xuat nude theo tieu chuin eua cac hang nude ngoai Son xe theo cdng nghe tiln tiln hien dai cua cac nude G7 Tuy nhien vl gia ca cua loai chi vao khoang 45.000USD/xe tuong 60 duong vdi mire gia xe Huyndai cu tai thj trudng hien Dk diu tu san xuit loai xe la khdng Idn Khach hang ma Tap doan hudng cho san phim la tit ca cac cdng ty xay dung, giao thdng, van tai tren ca nude sir dung xe chay tren dudng giao thdng Chic chin ring loai xe se dugc nhieu khach hang ua chuong, cd thi canh tranh va tiln tdi trd loai xe thay tha va loai bd cac xe tai nhap khau tran thj trudng Viet nam Cdn ddi vdi cac cdng trinh thiiy dien, cac cdng trinh trgng diam eua Nha nude va cac don vi khai thac than va khoang san vdi nhu cau loai xe tai trgng tran 30 tan thi se tien hanh san xuat cac loai xe tai va xe chuyen dimg cd trgng lugng Idn hon vdi cdng thiic banh xe 8x4 cd don dat hang, dl chay eac cdng trudng ma khdng can phai dang ky luu hanh Doi tac ma Tap doan hudng din dl hgp tac loai xe la cae Hang xe eiia Trung Qudc nhu Tap doan dtd hang nang qudc gia Trung qudc - SINOTRUCK vi hgp tac cd nhilu Igi thi Thu nhit, hien cac Hang xe dtd Idn diu cd co sd san xuit tai Trung qudc vi vay cd thi chgn lua cac linh kien tii" nhilu Hang khac Thir hai, day la tap doan san xuit xe dtd tai hang nang va xe chuyen diing dirng diu ciia Trung qudc Thir ba la eac san phim cua hang dugc san xuit tren co sd chuyin giao ky thuat ciia Hang Volvo - Thuy diln Thii" tu, la vi tri dia ly nen ehi phi van chuyin thip Thir nam, la thdi gian dat hang va van chuyin nhanh Vdi tit ca nhung uu thi dd SINOTRUCK se la doi tae ma TKV hudng tdi hgp tac dl kit hgp san xuit chimg loai xe mang thuong hieu TKV thdi gian tdi Sau dd Tap doan cin kit hgp vdi ddi tac lira chgn cdng nghe san xuat phii hgp, dat tieu chuin Qudc tl dl tiln din diu tu mdt day chuyin san xuit dong bd Trong thdi gian qua cdng tac quan ly cha't lugng ciia Tap doan chua dat dugc miic yeu cau, ty le Idi lip rap gay nan cdn nhilu Tuy nhiing Idi ky thuat rat nhd va xuat hien rat ft Iran cae san phim dugc ban nhung da da lai nhOng an lugng khdng lot cho 61 khach hang xuydn sudt thdi gian qua Vl vay de ed the tri tdt chat lugng san phim Tap doan e£n phai tang cudng hon nua cdng tac dao tao tay ngha cho cdng nhan lap rap Phai bd trf cac ehuyan gia cd kinh nghiem cung vdi eac thia't bi kiem tra hien dai de phat hien va khie phuc kip thdi cac Idi xe chua xua't xudng dam bao 100% xe xua't xudng dat tiau chuin ciia hang Tap doan ciing can nang cao cdng tac quan ly cha't lugng san phim theo thdng tiau chuin ISO9001 cd nhu vay san phim d td eiia Tap doan mdi ca the ed siic canh tranh va di vao thi trudng tha' gidi thdng qua xua't khiu Tap doan can nghien ciin va san xuat cac phu timg, linh kien tai cac Cdng ty Co Tap doan Cd nhu vay Tap doan mdi giam dugc chi phi san xuat va ed the dua dugc cac muc gia canh tranh 3.2 Chien Iwac Marketing: Nhu da phan tich phan cdng tac Marketing hien cua Tap doan d tren cho thay Tap doan cin phai lam thay ddi can ban cdng tae phan phdi va marketing 3.2.1 Cong tdc bdn hang Thir nhdt, la Tap doan phai kit hgp vdi cac Hang san xuit xay dung chinh sach thu mua xe dtd da qua su' dung cua Tap doan san xuit sau dd trung tu, sira chira va xuit khiu sang thj trudng thu cip nhu cac nude khu vuc Ddng Phi Bdi vi kha nang thu hdi vdn diu tu sau xe dtd hit khiu hao cung la mdt nhu'ng ylu td quan trgng quyat dinh din lua chgn diu tu eiia khach hang Ylu td se lam tang thi phan eiia Tap doan tren thj trudng Thir hai, la Tap doan lap eac cdng ty chju trach nhiem phan phdi tai timg khu vuc vdi loai hinh td chu'c la Cdng ty Cd phin Vdi dilm ylu cac kenh phan phdi hien ciia Tap doan thi day la mdt quylt dinh chien luge va thirc thdi Hien nay, khdng chi rieng Tap doan ma vdi tit ca eac doanh nghiep Viet nam ndi chung mang ludi phan phdi cdn rat nhilu han chi va khdng du canh tranh vdi eac cdng ty nude ngoai Trong nln kinh tl thi trudng kit hgp vdi toan ciu hda nlu sd hiru 62 dugc mang ludi phan phdi tdt thi ngudi dd se chiin thing Trong thdi gian qua ngudi tieu diing tai Viet nam thudng dugc bilt din each thirc ban xe dtd tai nhu sau: ehi la mot sd ngudi biet cac nguon hang xe dtd cu cua Han qudc ciing lap cdng ty Sau dd hg nhap cac loai xe cu vdi gia re VQ Viet nam va thua kho bai d cac qudc Id ven phd de viia lam cho tap kit hang, vira da trung bay cho khach hang xem Dieu ma khach hang de nhan thay nhat den cac kho hang la nd gidng nhu mot bai rac cdng nghiep Them niJa nhiau cac bai hang cdn d gan nhung noi rat mat ve sinh Sau dd hg thue mot sd ngudi biet sira chira dtd ve lam cdng tac bao hanh ma chu yeu la thay phu tiing Chinh vi khach hang da bilt din each thue ban xe dtd tai tren nan Tap doan xay dung cac kenh phan phdi cua minh theo md hinh cac cdng ty tren tirng khu vuc se la su khac biet Idn Lam cho khach hang thiy nlu lua chgn san pham cua Tap doan hg se dugc hudng cac dich vu van minh kinh doanh va tao cho hg Idng tin vao san pham hg lua chgn Cac cdng ty se chju trach nhiem xay dung va quan ly cac trung tam trung bay theo tieu chi chuin 3S eua Thi gidi dd la showroom (cira hang trung bay), workshop (sua chu'a) va spareparts (thilt bj phu tiing) vdi diy du quy md va kha nang thuc hien viec bao hanh, siia chij*a, diu mdi phan phdi san phim va phu timg tren ca nude dl tao long tin cho khach hang Se lap mdt cdng ty tai Quang Ninh dl thuc hien viec phan phdi, cung cip djeh vu cho cae don vj nganh than va cho cae khach hang khu vuc phia Bic Nlu nhu ciu tang lan se xay dung them 01 cdng ty tai Ha ngi Mot cdng ty se lap tai Tay Nguyen, phuc vu cung cip san phim va djeh vu cho cae du an bd - xit, khai thac khoang san va cae khach hang tai khu vuc Tay nguyen va mien Trung Mdt cdng ty lap tai TP Hd Chi Minh phuc vu cung cap san phim, djeh vu cho cac dai ly va khach hang khu vuc mien Nam Ban diu dl xay dung cac cdng ty phai diu tu rit Idn, nhien Tap doan nen xem 63 y xet va hudng tdi la keu ggi ddi tac gdp vdn hoac ban cd phin cho tu nhan Moi Cdng ty chju trach nhiem phan phdi cd vdn phap dinh khoang 10 ty ddng, dd Tap doan cd tha ddng gdp ty cdn lai la von gdp cua cae cd ddng Cac cd ddng kau ggi gdp vdn la cac dai ly sin cd cua Tap doan hien hoac cac doanh nghiep da cd kinh nghiem kinh doanh dtd, da cd nha xudng tai dia ban dd Cd nhu vay, Tap doan khdng phai mit nhieu vdn, khdng phai mit nhilu thdi gian xay dung Them nu'a nlu cac doanh nghiep gdp vdn cung Tap doan, dd Tap doan khdng phai tdn cdng tim hilu va thuylt phuc khach hang d dja ban dd cac doanh nghiep da la nhung doanh nghiep kinh doanh dtd nen hg se phat huy kha nang Va dilu quan trgng nhit la Tap doan khdng phai canh tranh vdi hg da hudng hg vao hoat dgng kinh doanh cua minh va cd thi kilm soat cac hoat ddng eua hg tranh tinh trang tranh gianh khach hang nhu mot sd trudng hgp hien Thif ba, la Tap doan phai da dang hda them hinh thuc loan vdi khach hang nhu ban hang thdng qua thue mua Tai chinh, neu sau khdng thuc hien nira thi Tap doan cd the thu hdi ve chay thue phuc vu san xuat tai cac cdng ty khai thac than nganh hoac ban sang thj trudng thii- cap Thir tu la tren co sd cac cdng ty ed phan chiu trach nhiem phan phdi dd Tap doan can xay dung chinh sach gia Iinh hoat hon nhu cae bien phap da md rdng khung gia cua mdi san phim, cd cae miic gia cho mdi Id hang khac nhau, ehing han mua chia'e phai khac mua chiec, mua 10 chia'e phai khac mua chie'e Cae muc gia chanh lach phai dam bao kliuyen khfch dugc khach hang mua vdi sd lugng Idn Cae khoan tien thudng cho khach hang mua vdi sd lugng Idn dugc xac dinh dua tran co sd: Gia ban cho eac dd'i tugng la cac khach hang da mua xe cua Tap doan chua dugc thuc hien theo chfnh sach uu dai riang biat ma van ap dung theo miic gia cdng bd Nan chang Tap doan ap dung hmh thiie giam gia dac biat cdng bd cdng khai Iran phuong tien thdng 64 tin dai chiing cho eac khach hang da timg mua xe va hien dang sir dung xe eiia Tap doan ban nham Idi keo va nim giu cac khach hang cQ cua Tap doan Nhu vay Tap doan se gay dugc tam ly tdt ddi vdi cae khach hang da mua xe va se mua xe ciia Tap doan, miic gia dac biet dd se kfch thfch sinh nhu e^u cua cac khach hang cu Ddi vdi thi trudng mdi cd nhieu trien vgng Tap doan ban true tiep ed the cho hudng chiet kha'u giam vdi muc cao hon (tuy vao gia tri loai xe ) 3.2.2 Cons tdc nshien ciru thi tru&ng Tran CO sd lap cac cdng ty co ph^n chiu trach nhiam phan phdi thi cdng tac nghian cuu se giao cho tijrng cdng ty dd Cd nhu vay mdi nam bat dugc ehfnh xac nhu cau eiia timg viing mien Yau cin eua cdng tac ddi hdi phai cd ddi ngu khao sal, tham dd thi trudng thu thap thdng tin vi nhu cau thi hieu ngudi tiau diing, eac chfnh sach quan ly vT md cua Nha nude ddi vdi linh vuc d td tir dd cd the phan loai, lua chgn, phan tfeh cac thdng tin da cd dugc eon sd ehfnh xac vi nhu cau timg loai xe cua Tap doan tuong lai Dl ed dugc ka't qua tdt hon cdng tae nghien cuu thi trudng du bao chfnh xac nhu e^u theo timg loai xe Dae biet chuan bi lap rap mdt loai san pham mdi Tap doan can phai nghiem tiic hon cdng tae de cd chfnh sach san phim dung, keo dai nhat ludi ddi san phim Iran thi trudng Viet Nam, dem lai hieu qua lau dai Thdng thudng cac bien phap thu thap thdng tin dem lai ed hieu qua nha't cho cdng tac nghien eun dir bao nhu cau cho mot loai xe mdi tuong lai Tap doan nen ap dung la: -Trung bay san phim chuin bi lap rap tai mdt sd hoi chg Idn, chuan bi cae cau hdi true tia'p de phdng van tham khao y kien khach hang hoac chuyen tdi khach hang td tham dd y kien khach hang ndi dung tap trung vao cae cau hdi nhu: gia ca, kilu dang, chat lugng, cae diau kian ban hang va dich vu sau ban hang, du kien mua xe ciia khach hang, kha nang loan, phuong thuc loan, thdi gian mua xe, eac danh gia khac - Lam phia'u tham dd giri tdi khach hang - Thdng qua cac phuong lien quang cao thdng tin dai chiing dua tin ve loai xe du djnh dua 65 y thi trudng Viat Nam ( ed dia chi de khach hang lian he tham thdng tin ehi tiet hon ) de thu phan ung cua khach hang, nhiing thdng tin khong nha't thiet phai chi liet nhu hai phuong phap Iran Thdng qua phan ung ciia khach hang eac nha phan tfeh cd thi nam dugc eac thdng tin nhu hai phuong phap tran - Can cii vao sd lugng thdng ka, sd lugng cac loai xe ciing loai ban tran thj trudng Viet Nam giai doan gan dd de ka't hgp xay dung du bao nhu cau tuong lai 3.2.3 - Ma rdng thi tru&ns tieu thu sdn phdm qua xudt khdu Hien Tap doan ehi tap trung tiau thu san phim thi trudng ngi dia Thi trudng xuat kliiu bi bd ngd vl mot sd dieu kien khach quan va ehii ya'u la cac yeu td chii quan ciia Tap doan viec dap ung cac yau c^u ddi hdi cao eiia thi trudng ngoai nude Hien cac hang d id Idn diu ed nha may lian doanh san xua't va lap rap d td lai limg khu vuc va tham chf la timg nude cd nhu cdu d id Idn Nhu vay kha nang xua't khiu sang cac nude da ed nen cdng nghiep d id di trudc chiing la la hoan toan khd khan va cd the ndi vdng 10 nam tdi la khdng the thue hien dugc Vi vay Tap doan can phai ehii trgng den eac nude chua cd cac nha may lap rap san xua't d td ma nhu ciu ciia hg h£u ha't dugc dap ung bang viec nhap khiu xe tir nude khac Tren cd sd lap eac cdng ty co phan chiu trach nhiem phan phdi tai timg virng, Tap doan se phan thi trudng hudng da'n xua't khiu nhu sau: -Cdng ty lai khu vuc Ha ngi chiu trach nhiem khai thac thi trudng Chau Phi -Cdng ty tai khu vuc Tay nguyan chiu trach nhiem khai thac thi trudng cac nude Lao ,Campuchia - Cdng ty tai khu vuc miln nam chiu trach nhiem khai thac thi trudng Indonexia, Philippin 3.2.4 Cons tdc qudns cdo khuven mdi Cdng tae quang eao va khuyen mai cQng se dugc giao cho timg cdng ly phan phdi cua eac khu vuc chiu trach nhiem thue hien Tap doan ehi quan ly va dua cac dinh hudng phat trien cho hg Chfnh sach quang eao va khuyen mai la nhiing chfnh sach nhim dua den 66 cho khach hang nhung thdng tin vi eac loai xe dugc lap rap, phuong thiic mua ban, cac hinh thii'c khuyen mai eiia Tap doan mdt each nhanh nhat *'Qudng cdo: Hang nam Tap doan danh cho quang cao vdi ehi phi cdn han chi Cae hinh thiic quang cao chii yeu qua bao chi, pand, qua catalogue va hdi chg trien lam Han che dac biet ddi vdi Tap doan la quang cao qua ti vi chua dugc su dung triet dl Mat hang d td gay an tugng ehii yeu qua mau sic, tdc Nen sir dung li vi la tdt nhat Thuc te cho tha'y Tap doan chua tan dung tdt va sii dung hgp ly phuong lian Da khac phuc Tap doan can cd ke hoach quang eao tren phuong tien Dae biet cd chien dich day manh doanh sd ban vao cac thdi gian dac biet, ehing han nhu vao cudi nam ddi vdi doanh nghiep Nha nude dugc ca'p ngan sach Cae cdng ty phan phdi eua timg khu vuc cd the tham gia vao cac hoat dgng xa hoi nhu cim trg ddng bao 10 lut, tham gia ung hg ngudi ngheo cac hoat dgng vira mang tfnh xa hdi vira la hinh thu^c quang cao dl gay dugc Idng tin eiia khach hang Khuyen mai: Hinh thirc van chua dugc sir dung d Tap doan vay dl tang them doanh sd ban Tap doan can ap dung hinh thii:c vao eac thdi gian nam nham kfch thfch nhu cau ciia khach hang Cd the sir dung hinh thiic ban tang kem phu liing nhu Idp, giam gia Dich vu sau bdn hdng: Hien cha' bao hanh, bao duong cdn nang vl thay the Do dd de khac phuc, cdng ty can tang cudng dich vu siia chira hon nua dam bao su yan tam dd'i vdi khach hang va thue su khuyen khfch hg mua hang cua cdng ty 3.3 Chien luac tdi chinh: De eac chie'n luge cd tfnh kha thi, mot van de het sue quan trgng la dam bao vl tai chfnh Cae ke hoach va hoat ddng dugc tai trg tir ngudn lai chinh nao Tap doan cd uu diem Idn la lgi nhuan tuong ddi eao, eac ngudn vdn quy ciia Tap doan la 67 Idn Dugc su hd trg tir Nha nude nan tai ehfnh la thuan lgi Tuy nhien Tap doan cung can lien hanh xem xet lai tdc chu chuyen eua vdn luu ddng de tang Idn dugc tir den vdng de giam qua trinh li dgng vdn kinh doanh de qua trinh kinh doanh la hieu qua hon Tap doan cd kha nang loan ng ngan han la kha quan, kha nang du tru tian vdn luu dgng la hgp ly, ty sua't loan tire thdi la tdt, vdn ehii sd hun la Idn nen Tap doan cd the huy ddng ngudn tai chfnh tu vay ngan hang Nhirng thay doi cdng tae ban hang la lap cae cdng ly phan phdi tran limg khu vuc theo hinh thiic cdng ty co phan vdi vdn phap dinh khoang 10 ly dong dd vdn eua Tap doan la ty cdn lai la vdn gdp ciia cac co ddng khac Chfnh vi vay, Tap doan can cd hudng huy ddng vdn kinh doanh mot each nhanh chdng 3.4 Chien Iwac nhdn sw: Mudn thue hien eac va'n de chien luge, Cdng ty can phai ed mot ddi ngu can bd lao ddng cd kia'n thu:c, cd tay nghe nghiep vu eao Hian nhan lire cua Tap doan cdn ya'u, chua dap ling dugc nhu cau eua thi trudng Vi vay, ngoai ka' hoach dao lao Tap doan can cd chien luge phat trien ngudn nhan lire cho phii hgp de thue hien dugc cac muc tiau, nhiem vu de Thu nhdt, Tap doan cin lap bd phan ehuyan nghian ciin thi trudng d timg Cdng ly chiu trach nhiem phan phdi tai timg khu vuc de nim bat dugc cac thdng tin, cac bien doi eua thi trudng tir dd cd chien luge tham nhap thi trudng ban ngoai Thu hai, nang eao hon nu'a ve trinh quan ly kinh te' eua hang ngii can bd de thfch hgp vdi eo che thi trudng cang bien ddng Lieu rang cd nan td ehii:e bg may quan tri Tap doan la true luya'n- ehuc nang dl tan dung dugc uu dilm cua hai hinh thiic nhim giai phdng bdt cae cdng viec cho quan tri ca'p cao de hg cd the tap trung vao mot sd cac cdng viec quan trgng nha't dinh Va tai bd phan nao can sir dung ehuyan gia Cdng ty se tan diing 68 Thd ba Ban Vat tu, Thuang mai va djeh vu Tap doan la mdt ban quan trgng va khdng the thieu dugc vdi mot cdng ty d£u vao cdn chit yeu la nhap khiu De Ban Vat tu, Thuong mai va djeh vu cd the dam bao dugc trach nhiem nang ni eua minh thi cdn ed ddi ngu CBCNV lam viec phdng am hieu ve mdi trudng vi md cung nhu vi md, am hieu vl hgp dong kinh te, ed ngoai ngir tdt de ed kha nang dam phan, ky ket hgp ddng, tan dung dugc diem ya'u cua hg, diem manh eua ta gianh dugc hgp ddng tdt nha't ve Tap doan, dam bao diing tia'n dd dl Tap doan cd the td chiie kinh doanh dugc lian tuc Nhu vay, van de thue hien cac muc tieu chie'n luge nhu the' nao phu thude phin Idn vao nhan td ngudi Tap doan cin dac biat quan tam da'n kha nang nim bat ehia'n luge cua can bd cap eao, kha nang kinh doanh eua cac nhan vian Tir dd tao cho toan bd can bg, nhan vidn Tap doan ed mot tinh than hgc hdi, hang hai lam viec, tang nang suat lao ddng, giam chi phf, tranh tinh trang du thira lao ddng 4.Mgt s6 kien nghi lam tang kha nang thuc thi chiin luge: Nha nude can thue hien nha't quan chfnh sach vdi nganh cdng nghiep d td Viet Nam: I D I nghj Chinh phu chi dao va cd bien phap kien quylt hon nixa viec thuc hien loai bd cac xe qua nien ban sir dung theo Nghi dinh 23/2004/ND-CP va chi thi sd 46/2004/CT-TTg cua Thii tudng Chfnh phu D I nghi Chinh phii, Bg Cdng nghiep va cac Co quan hiru quan cd cac bien phap chuan hda viec cip phep cho cac don vi tham gia lip rap va san xuit xe theo diing Quyat dinh 117/2004 5/10/2004 ciia Thu tudng Chinh phu va cac quy djnh tai Quylt djnh 115/2004-QD-BCN 27/10/2004 ciia Bg Cdng Nghiep Dk dam bao chit lugng san xuit, lip rap xe tai nang, cin dugc bd sung: cac don vj lip rap xe phai dam bao du tieu chuin, nlu xe lip rap phai dugc cac Co quan ed tham quyen cap phep, neu lip rap tir bg linh kien nhap khiu phai cd Hgp ddng chuyin giao cdng nghe cua chinh hang, tranh viec cip phep tran lan xay thdi gian vira qua va nhu vay mdi dam bao dugc chat lugng eac san phim theo diing yeu cau ciing nhu tuan thu diing ve ban quyen hdi 69 nhap qudc te 3.Nha nude can diy manh diu tu phat triln cdng nghiep thugng nguon, xay dung cdng nghiep phu trg Day la giai phap hiru ich chung cho cac nganh cdng nghiep dl khai thac mgi ngudn tai nguyen tilm nang sin ed nude dl cd thi lam nhilu san phim cd gia tri eao, sue canh tranh qudc tl Nude ta cd ngudn tai nguyan phong phu vl khoang san nhu sat, nhdm, kim loai mau neu cd cdng nghiep chi biln cac vat tu diu vao chat lugng cao cho cdng nghiep phu trg chac chin se thu hut cac nha san xuit hang diu tham gia va phat trien cdng nghiep phu trg, nln tang cho phat triln cdng nghiep dtd 4.Thuc hian ed hieu lire va hieu qua cdng tac hau kiem dd'i vdi viec thuc hien luat phap va chfnh sach da ban hanh Chi ed nhu vay mdi dam bao tfnh nghiam minh eua phap luat va tfnh binh ding thuc su canh tranh giira cac loai hinh doanh nghiep co che thi trudng 5.Phat trien mang ludi giao thdng dudng bd Day chinh la mot giai phap mang tinh kich cau Khi cd he thdng dudng bd tdt, nganh van tai hang hda phat trien nhanh hon tir dd kich thfch nhu cau mua sam phuong tien dtd Mang ludi giao thdng ddng bg tdt va phat trien rgng khap ca nude cd y nghTa quan trgng dan van tai va cdng nghiep dtd ca nude 70 Lcn KET LUAN Tir Nha nude thuc hien chinh sach md cOra nln kinh tl, ddi song van hda xa hdi, chinh tri va kinh tl Viet nam da ed nhilu ddi thay, di len mot giai doan mdi tuoi dep hon, cac nganh nghe nhd dd cung mdt phat triln va da dang Nganh cdng nghiep dtd ndi chung va hoat ddng san xuit, kinh doanh dtd ciia Tap doan Cdng nghiep Than Khoang san Viet nam da dat dugc mot so tiru nhit djnh, dem lai nhilu ngudn thu cho ngan sach Nha nude, tao cdng an viec lam dn djnh cho nhilu ngudi Tuy nhian ben canh nhung cdng ciing cdn nhilu han ehi, ddi hdi phai cd nhilu no luc ciia chinh Tap doan Cdng nghiep Than Khoang san Viet nam va sir phdi hgp, hd trg ciia cac co quan quan ly Nha nude Trong mot tuong lai khdng xa nganh cdng nghiep dtd se trd mot nhirng nganh cdng nghiep mui nhgn, gdp phan lam cho qua trinh cdng nghiep hda hien dai hda eiia dat nude mdt vung manh va phat triln Trong thdi gian qua Tap doan Cdng nghiep Than Khoang san Viet nam da dat dugc nhung cdng dang ka, kian cudng tru viing tren thuong trudng diy khd khan, chat hep, canh tranh cao de hudng tdi mot tuong lai tdt dep hon Khd khan phia trudc vln cdn nhieu, thach thirc van cdn Idn xong loan bd can bg nhan vien Tap doan Cdng nghiep Than Khoang san Viet nam cam kat nd luc de dua eac san pham xe dtd mang thuang hieu Tap doan Cdng nghiep Than Khoang san Viet nam trd nen quen thude vdi ngudi tieu dimg va gdp phan xay dung nganh cdng nghep dtd Viet nam mot virng manh xiing dang vdi uu ma cac Bg, Ban, Nganh da danh cho Tap doan Trong thdi gian qua, dugc su giiip nhiet tinh, chu dao eua Thay giao - Tien sy Dang Ngge Su cimg su cd gang eiia ban than em da hoan de tai : *^Xdy dwng chien Iwac kinh doanh - nghien cwu tinh huong lap rdp vd sdn xudt oto tai Tap dodn Cong nghiep Than Khodng sdn Viet nam " Trudc het khoa luan da he thdng hda co sd ly luan vl chiin luge va quan tri chien luge kinh doanh lam co sd cho viec xay dung chiin luge kinh doanh lap rap san xuat xe tai va 71 xe chuyen dung cua Tap doan Cdng nghiep Than Khoang san Viet nam Tir dd khoa luan da phan tich va danh gia nhitng yeu td tac dgng den hoat ddng kinh doanh cua Tap doan Cdng nghiep Than Khoang san Viet nam Vdi kit qua phan tich va du bao xu hudng phat trien ciia thi trudng dtd Viet nam nhirng nam tdi, luan van da xay dung dugc chiin luge kinh doanh lap rap va san xuat xe tai va xe chuyen diing tai TKV Ben canh dd luan van da xuat mdt sd kien nghj ddi vdi chinh sach vT md ciia Nha nude nham tang kha nang thue thi chien luge Trong giai doan hien nay, giai doan ma cac doanh nghiep dtd ndi chung va Tap doan Cdng nghiep Than Khoang san Viet nam ndi rieng dang gap nhieu khd khan hoach dinh chiin kinh doanh cua minh Vi vay, khoa luan da nghian ciru, xay dung chiin luge kinh doanh va cae chiin luge chirc nang ma Tap doan Cdng nghiep Than Khoang san Viet nam cd thi ap dung de Tap doan cang phat trien ben vung hon nira Tuy nhien, qua trinh vilt trinh va kha nang cdn han ehi nen khoa luan khdng thi khdng cd nhirng dilm thieu sot hoac cdn nhirng van de chua dugc nghien cim sau Em xin chan earn on va mong nhan dugc sir danh gia, gdp y kiln ciia cac thiy cd giao, cae can bd cd kinh nghiep eua Tap doan Cdng nghiep Than Khoang san Viet nam ciing loan thi ban dgc de bai khoa luan cd thi hoan thien ban va cd tinh thuc tiln hon n&a Em xin bay td Idng bilt on sau sic tdi cac thiy ed giao khoa va dac biet la Thiy giao - Tiln sy Dang Ngge Su ngudi da nhiet tinh giiip dd tdi hoan bai luan van naiy Hd noi, Z^ thdng 10 ndm 2006 Hoc Vien Thieu Quang Thao 72 TAI LIEU THAM KHAO PGS.PTS Nguyln Thanh Do 2002 Chiin luge kinh doanh va phat triln doanh nghiep NXB Lao ddng XH Philip Kotler 2003 Quan tri Marketing NXB Thdng ke Straegic Thinking 2004 Tu chiin luge NXB Tong hgp TP Hd Chi Minh FR.Drid.l995 Khai niem vl quan trj chiin luge NXB Thdng ka Garr D.Smith-Danny R.arnold-Bobby G.Bizzell.2004.Chiin luge va sach luge kinh doanh NXB Thdng ke Michael E Porter.2002.Chiln luge canh tranh NXB Khoa hgc ky thuat P Lassene, J Putti 2003.Chien luge quan ly va kinh doanh NXB Chinh tri Qudc gia Thii tudng Chinh phii, 3/12/2002, Quylt dinh sd 175/2002/QD-TTg "V/v ddng y phe duyet thuc hien Du an lap rap, san xuat xe dtd tai va xe chuyen diing ciia Tap doan Cdng nghiep Than - Khoang san Viet Nam" Thii tudng chinh phu, 26/12/2005, Quylt dinh sd 345/2005/QD-TTg vl viec lap Tap Doan Cdng nghiep Than - Khoang san Viet Nam tren co sd Tdng Cdng ty than trudc day Chinh phu, 5/10/2004, Quylt djnh sd 177/2004/QD-TTg "Quy hoach phat triln nganh cdng nghiep dtd Viet nam den nam 2010 va tam nhin den nam 2020" Chinh phu, 23/1/2006, Nghj djnh 12 vl viec quy dinh dtd cu nhap khiu khdng dugc da qua sir dung qua nam va ed hieu lire ke tir 1/5/2006 Thii tudng Chinh phu, 10/10/2005, Quyet dinh so 249/2005/TTg va tiau chuin thai xe eo gidi Thu tudng Chinh phii , Nghi djnh 23/2004/ND-CP vl viec thuc hien loai bd cae xe qua nien han sir dung theo Thii tudng Chinh phii, thang 12 nam 2004, Quy hoach phat triln din nam 2010 ciia Tap doan Cdng nghiep Than Khoang san Viet Nam Website hUp://www.chinhphu.com.vn Website http://www.luatvietnain.com.vn Website http://wwvv.bwportal.com Website http://wvvw.lanhdao.net Website http://www.vinaeoaI.com.vn Website hUp://wwvv.vneconomv.com.vn Website http://www.autovina.com Website http://www.vnexpress.net/Vielnam/oto-xemay Website http://www.dantri.com.vn/otoxemay.vip Website http://vvww.mof.gov.vn : 15/5/2006 - Mot sd vin de dat qua viec nhap khau dtd cu, 23/9/2006-Mdt sd net kinh te Viet nam Website hUp://vietnamnet/kinhte/kinhdoanh: 21/8/2006 - Nhiau doanh nghiep dtd mdi sap nhap cude, 21/8/2006-Cdng nghiep dtd loay hoay trudc WTO Website http://vvww.baootoxemav.com.vn: 20/8/2006 - Hon 4000 xe dtd khdng dat tiau chuan ve thai Website http://vvww.thonRtindubao.gov.vn: 16/10/2006 - Nhu cau van tai d Viet Nam rat Idn Website http://wvvw.vir.com.vn: 02/10/2006 - Triln vgng kinh tl thi gidi nam 2006 Website http://ww"w.vnexpress.vn: 18/10/2006- Gia nhap WTO, cdng nghiep dtd luan quan Va mdt so tai lieu tham khao khac ... dung dan ciia chi6n luge kinh doanh d6 Do do, xay dimg chi^n luge kinh doanh c6 vai tro quan trgng sir phat tri6n ciia doanh nghiep Nha c6 xay dung chien luge kinh doanh ma doanh nghiep thiy ro muc... LlTgfC KINH DOANH LAP RAP VA SAN XUAT X TAI TAP DOAN CONG NGHIEP THAN KHOANG SAN VIET NAM l.Tong quan ve hoat dong kinh doanh lip rap va san xuat oto tai Tap doan Cong nghiep Than Khoang san Viet nam: ... vd phdt trien dw dn kinh doanh Idp rap vd sdn xudt oto tai Tap dodn Cong nghiep Than Khodng sdn Viet nam Nganh Than Viet Nam da cd lich sir khai thac hon 100 nam, vdi 69 nam truy^n thdng ve vang,
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