Lập kế hoạch marketing xuất khẩu sản phẩm cá tra sang EU cho công ty cổ phần nam việt năm 2013

TRlT^NG DAI HOC AN GIANG KHOA KINH T& - QUAN TRIKINH DOANH KHOA LUN TOT NGHIEP DAI HOC LAP KE HOACH MARKETING XUAT KHAU SAN PHAM CA TRA SANG EU CHO CONG TY CO PHAN NAM VIET NAM 2013 Htru6ngbaihoc|| GIANG_ THLf V5EN SVTH: Dang Thanh Cirong MSSV: DQT093288 - L^p: DH10QT Chuyen nganh: Quan Tri Kinh Doanh GVHD: Ths Huynh Phu Thinh Long xuyen, thang 05 nam 2013 CONG TRINH BlTOC HOAN THANH TAI KHOA K3NH TE-QUAN TRIKINH DOANH B.4I HQC AN GIANG NgirM hirong dan : Thac si Huynh Phii Thjnh Ngiroi cham, nhan xet 1: Ngiroi cham, nhan xet 2: Luan van duoc bao ve tai Hoi dong cham bao ve luan van Khoa Kinh te - Quan tri kinh doanh ngaythangnam LOl CAM ON Trudc tien, toi xin chan cam on cac Thiy Co khoa Kinh tS - QTKD trudng Dai hoc An Giang da truyen dat nhiing kien thiic quy bao suot bon nam dai hoc, nhftng kiSn thiic la n^n tang da giiip toi hoan bai nghien ciiu Dae biet, toi xin g^i lcri cam on sau sic dn thiy Huynb Phii Thinb, thiy da tan giiip da va hudng din toi su^t thai gian thvrc hifn khoa luan Ben canh do, toi xin chan cam an din Ban lanh dao Cong ty C6 phln Nam Viet da chap nhan cho toi thirc tap tai don vi Dong thai, xin cam on cac Anh/chi tai ca quan da cung cap cho toi nhiing so lieu can thiet de hoan de tai cung nhu ho trq toi qua trinh thvrc tap Sinh vien thirc hien Dang Thanh Cvrong Tom Tat Che bidn va xuat khau ca tra, ca basa la libb vuc hap dan da va dang thu hut dau to rat Ion vdi su tham gia ciia nhieu doanh nghiep Trong cac thi trudng xuat khlu ca tra ciia Viet Nam, BU la thi trudng ldn va nhidu tidm nang tuong lai vdi kim ngach xuat khau ca tang ddu qua cac nam Mac du EU la thi trudng ldn va tidm nang, nhung cung chiia nhidu rao can cho nhung doanh nghiep mudn xult khlu sang thi trudng va da so la nhung rao can phi thud quan, phai kd ddn nhflng rao chn ky thuat Gan day nhat la su kidn ca tra ciia Viet Nam dupe dua vao danh sach dd cam nang hudng din tidu dung ma to chiic WWF d nhieu nude chau Au ban hanh vao cudi nam 2010 Didu lam anh hudng hdt siic nghidm den hinh anh ca tra Viet Nam Tuy vti vide da dupe giai quydt on thoa nhung tie dpng tidu cue ciia no van ton tai Thi phln xult khiu theo sin lupng cua Nam Viet sang thi trudng EU cang tang qua cac nam Tuy nhidn, vide de nhung hudng di cu the vide tiep can thi trudng EU van chua dupe chii Dd tirng budc tham nhap va tao uy tin trdn thi trudng EU, cong ty phai chii vide hoach dinh kd hoach marketing xuat khau nham mang lai hidu qua tich cue hon va cang gia tang gia tri ciia san pham Do do, dd tai " Lap ke hoach marketing xuat khau san ph&m ca tra sang EU cho Cong ty Cd phan Nam Viet nam 2013" dupe tidn hanh Ban kd hoach marketing* xult khlu dupe tidn hanh blng each g)han tich hipn trang marketing ciia cong ty dd thly dupe nhung vln dd marketing cln giai quyet Song song do, ph^i tich thi trudng EU, chu ydu la qudc gia cd san lupng nhap khlu ca tra ldn nhlt EU nhlm tim nhung co hoi, de dpa den cong tac xuat khau san phlm cua cong ty Ngoai ra, dd tai se phan tich mot sd ydu td vd moi trudng vl mo va ddi thii canh tranh Tir kdt qua phan tich se dua nhung nhan dinh va du hao tuong lai Sau phan tich cac ydu to lien quan, nhan thay thi trudng EU van nhieu co hoi dd xiic tidn xuat khau Do do, cac muc tidu marketing cu the dupe dd nham dinh hudng nhung chien lupc marketing ma tran SWOT Tvr nhung chien lupc do, chuong trinh hanh dpng ciing se dupe de phu hop vdi chien lupc va muc tidu marketing Sau tru di cac chi phi marketing va cac chi phi khac, lpi nhuan udc tinh d^t 17,524,620,000 ddng, muc tidu lpi nhuan dd la 14,528,999,343 ddng Nhu vay, kd hoach marketing xult khlu ca tra sang EU co tmh thi MUC LUC CHlTONG TONG QUAN1 l.l.COSCfHiNHTHANHBETAi1 1.2.MUCTIEU NGHIEN CUtl1 1.3.PHAM VINGHIEN CUtT2 1.4.PHUONGPHAp NGHIEN CUtT2 1.4.1.Nghign ciiu so bo :2 1.4.2.Nghign ciiu chinh thiic3 1.5.YNGHIA NGHIEN CUtT3 1.6.CAUTRUC NGHIEN CUU3 CHlTONG CO Sd LY THUYET VA MO EONH NGHIEN CU*U5 2.1.CACKHAINIEM5 2.1.1.Marketing5 2.1.2.Marketing xuitkhiu5 2.1.3.Cac phirong thiic tham nhap thj trucmg th6 gioi5 2.1.3.1.Ntritag y6u td anh htrong d8n lira chon phucrng thtic tham nhap thi trucmg th6 giod5 2.1.3.2.Cac phuong thiic tham nhap thi trucmg thg gidi6 2.1.3.Quan tri marketing10 2.1.4.Qua trinh marketing10 2.1.5.Marketing-mix11 2.2.KEHOACHVACHIENIXrdC MARKETING11 2.2.1.Khai niem ve hoach dinh va kg hoach marketing11 2.2.2.Ke hoach marketmg xudt khlu12 2.3.CACPHLTONGPHAPHOACHBINHCHUYEU12 2.3.1.Phucmg phap cua Berkowitz va Kerin12 2.3.2.Quy trinh lap kg hoach marketing xuit khiu13 2.4.PhHONGPhApphAntich SWOT13 2.5.LHOCKHAO CAC NGHIEN CUtTTRH^C14 2.6.MOfflNH NGHIEN CUtT16 CHLTONG GlOd THEEU VE CONG TY CO PHAN NAM VIET18 3.1 TdNG QUAN VfiCdNGTY18 3.2.NGANHNGHEVABIABANKINHDOANH18 3.3.QUA TRINH HINH THANH VA PHAT TRlfiN18 3.4.SOBOTOCHtTC20 3.5.Cong ty vA cong ty LifiNKfiT21 3.6 So lucre kgt qua hoat dpng kinh doanh21 3.7.Ty trqng sAn ixtqng xuAt khAu cA tra tong chi tieu sAn LUONG22 CHlTONG PHlTONG PHAP NGHIEN CU^23 4.1.QUYTRINHNGHIENCUU23 4.2.TOMTAT24 CHUONG PHAN TICH HIEN TRANG MARKETING CUA CONG TY NAM VIET25 5.1.BANH GlA HIEN TRANG CONG TAC MARKETING VA BAN HANG CUA CONG TY 25 5.1.1.Cac san phim chinh cua cong ty25 5.1.2.Cac thi tnrcrng chinh cua cong ty26 5.1.2.1.Thi trucmg chau A26 5.1.2.2.Thi trucmg chau My26 5.1.2.3.Thi trucmg Dong Au26 5.1.2.4.Thi trucmg Trung Dong26 5.1.2.5.Thi trucmg EU ;26 5.1.3.Cac nang luc va ngu6n luc h tro cho cong tac marketing va ban hang cua cong ty27 5.1.3.1.Nhan sir27 5.1.3.2.Tai chinh27 5.1.3.3.H