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^^ã TRlTdNG â^1HQC AN GIANG HOA KINH TE - QUAN TRIKINH DOAN KHOA LUAN TOT NGHIEP V V V v A A A A V LAP KE HOACH KINH DOANH DICH VU DU LICH LtT HANH CHO CONG TY CO PHAN DU LICH AN GIANG GIAIDOAN 2013 - 2014 Chuyen nganh: QuanJTri Kinh Doanh S sai hoc! AN GIANG_ THlJVIEN_ Sinh vin thuc hien: NGUYEN CHAU THANH L^p: DH10QT MSSV: DQT093355 NgirM hir^ng din: Ths PH^M TRUNG TUAN An Giang, thflng 05 nSm 2013 V V A A CONG TRINH BtfQfC HOAN THANH X^I KHOA KINH T& - QTJAN TRJ KINH DOANH B^IHQCANGIANG Ngircri hv6ng dan: Ths Pham Trung Tuan Ngiriri cham, nhan xt 1: Ngiroi cham, nhan xet 2: Khoa luan dir^e b^o v tai h$i dong cham bao v^ Iuan van Khoa Kinh te - Qu^n tri Kinh doanh, thang nam 2013 CAM ON Trong cudc s6ng cua moi ngudi Iu6n c6 nhftng thiir thlch, nhftng budc ngoat phfti vupt qua Dli vdi t6i hoan thdnh tot Kh6a luSn I^ mdt thft th^ch, mpt budc ngogt ddi tbi, n6 dftnh dlu s\r trudng th&nh cfta b^n than tbi sau bin nam tren giftng dudng Dai hpc Chinh noi day da cho toi niem tin, kiln thftc vft ky tiling de t6i vQng tin hem budc vao m^t cu$c s6ng mdi Trong suot bon nam hpc tap tai trudng, toi da nhtin dupe s\r giup dd tir rat nhieu ngudi, toi xin gui ldi cam on chan va sau sac den ho Xin gtii den gia dinh tdi, nhftng ngudi ludn ben toi, ling hp toi tir tinh than den v^t c^t ldi c^m on chSn th^nh nhk Xin gtii d^n th^y Ph^m Trung Tu^n Ngudi da hudng dan toi vk gidp dd tdi rat nhieu quk trinh thprc hipn Khda lu^n, su t^n tinh va nhftng kiln thurc thay chi din tdi, da giup tdi hilu vd nghiem rat nhieu dieu qua trinh thpc hidn de tli Tdi cung khdng ^uen gfti din tat c^ thay cd Khoa Kinh te - Quin tri Kinh doanh ldng bilt on sau s5c cimg ldi cdm on chin vi nhftng kiln thuc, ky n^ng, kinh nghi^m song ma thay cd da truyln dat cho tdi suit nhftng nam qua VI tdi cung xin gfti ldi cftm on chdn thftnh din t$p thl can bp nhan vien cua Cong ty Cl phln Du ljch An Giang, dac bipt II chj Nguyen Thj Uyen Phuong Phd phdng nghiep vp du ljch trpc thudc Cong ty Cl phan Du lich An Giang da nhipt tinh giup tdi rat nhieu vipc hoan kl hoach thpc tap cung nhu hoftn de tli Khda luan tit nghiep Cuoi cung, tdi xin chftc ba mp, thay cd, bpn bd cung anh/chi nhan vien tai cdng ty ludn dli dao sftc khde va cdng cupc song An Giang, 24 thang nam 2013 Nguyln Chlu Thanh t6mtAt —oOo— Hipn tren dia ban tinh An Giang c6 rat nhilu cong ty du ljch dang hoat dOng, d6 c6 C6ng ty Cl phln Du lich An Giang Sq gia tang vl s6 lupng vd xu hudng md rpng pham vi hoat dpng ciia cdc c6ng ty du lich da ldm cho s\r canh tranh ngdy cdng gay gdt horn Do d6, vice xdc dinh diem manh vd diem ylu ciia cdng ty 1^ nit cin thilt de cong ty ton tai vd phat triln cung nhu c6 the canh tranh vdi cdc d6i thii ndy Ngodi ra, nhitng ndm qua, mdi tnrdng kinh doanh ciia ngdnh ludn co nhieu biln dpng svr dnh hudng tir cudc suy thodi kinh tl vd killing hodng np cdng CMu Au Nhung bien dOng co the mang den nhung cor hpi va c4 nhitag thach thiic md cong ty c^n phdi vupt qua de tin tai vd phdt trien Cdng ty Cl phln Du lich An Giang vdi nhung uu the ve sq am hieu thi trudng, cd kinh nghiem lau n^m hoat dpng tai thi trudng An Giang cung nhu da xay dvmg du^e uy tin, thuong hidu vdi ngudi d^n trdn dja ban, ben canh dd Cdng ty C6 phan Du lich An Giang v^n cdn nhung ban che ve tdi chinh, hoat ddng marketing yeu, cdng nghe cham doi mdi VI vay, dung trudc nhOng ca hpi, thach thdc tir mdi trudng bdn ngoai cung nhu nhung diem manh, diem y^u cda b4n than thi Cdng ty Co phan Du lich An Giang can thuc hien viec phan tich, hoach dinh vd de ke hoach kinh doanh ^hu hop de tan dqng ede diem manh vd cdi thidn diem yeu nh^m giup cho cdng ty n^m b^t t6t ede ca hpi cung nhu nd trdnh nhttng de dpa tir mdi truimg kinh doanh Do dd, viec lap ke hoach kinh doanh cho cdng ty la het sdc can thit va quan trpng, giup cdng ty gia tang vi the canh tranh cua mlnh tucmg lai De tai lap ke hoach kinh doanh duqc th^c hien tren ca sdr ede ket qud phan tich ve mdi truimg ben ngoai, ngi tai cua Cdng ty Co phan Du lich An Giang va cac danh gia ciia cdn bp qudn ty ciia Trung tam Djch vu Du lich trqc thupc cdng ty Co phan Du lich An Giang, ddnh gia ma tran hlnh dnh canh tranh, ma trail danh gia mdi truimg ben ngoai va ma trdn ddnh gid mdi trudmg npi bp Tren ca sd ede kk qud phdn tich mdi trudng thi ede ca hpi, de dpa, diem manh, diem yeu dupe nhan dien va ket hpp vdi phin phan tich ma tran SWOT de dua nhiing chien lupc vd cac ke hoach thpc hien Trong dd, ede ke hoach cq th^ cho cdng ty dqpc xdy dqng dqa tren nhitag djnh hqdng ciia cac chien lupc, bao gdm ke hoach chieu thi, ke hoach sdn xuat, ke hoach nhan sq vd kl hoach tai chinh Ket qud dat dupe cda de tai la bdn ke hoach, chi tilt gom ede phan chinh nhu sau >Kl hoach tilp thj: dua kl hoach vl sdn pham vd chidu thj nhu: •Dua dupe chuang trinh tour du ljch thqc hipn ndm 2013 vd dq kiln doanh thu •Dl giup khdeh hdng bilt vd su dqng sdn pham/dich vq hidn cd, An Giang Tourimex dly manh cac hoat dpng chieu thi nhu khuyen mai, PR, qudng cdo tren bdo, ddi truyln hlnh vd tham gia hpi chp du lich quoc tl Hi Chi Minh (TIE-HCMC)nam 2013 >Ke hoach san xuat: dd dua dupe ting chi phi sdn xuat >K! hoach nhan su: tuyln dung them 02 hudng dan vien mdi Ting chi phi lucmg cho mdng du lich dq kiln la 2.934 tripu ding > Ke hoach thi chinh: tu chc mpc tieu, chc ke hoach ve shn xuat, tiep thi vh nhan su, ke hoach thi chinh d3 t6ng hpp cdc da lipu, hrpmg hoa chc nguon l\rc vh lap bhng bao cao thi chinh d^ kien, hong d6 tong doanh thu d^t dir^c lh 14.815 tri|u dong, tong chi phi ho^t dng lh 12.474 triu dong, l^ri nhuhn tntdc thu^ dat 2.340 tri$u d6ng vh lpi nhuhn sau thu^ d?t 1.755 triu dong Cu6i bhn k^ hoach lh plain quhn tri rhi ro vdri ph^n nhan di^n chc nii ro vh dua chc bi^n phap phong ngha Rhi ro cdng ty ch thi ghp phhi th^c hi^n ke hoach lh rhi ro ve gih Rhi ro nhy ch the phong ngha bang chch theo doi sat tinh hinh bien d$ng gih ch hen thi trudng d6i vhi chc yiu to the dpng den gih tour, chQn nhung nhh cung cap dich v\i uy tin, ky ket hpp dong vhi nhang dieu khohn rhng buhc r5 rhng de trhnh tlnh trang thng gih v6 cd vho mha du ljch cao di^m vh can phhi thuc hhnh tiet ki^m hong hoat dpng shn xuat kinh dpanh nhhm gihm chi phi, gih thhnh shn pham nhung van dhm bho ch^t lupmg shn ph4m —oOo— Danh myc b&ngi Danh roue hinh •••••••••••••••••••••••••••••.•••• •••••••••••••••••••••••••••••••••••••••••••••••••••ii Chvung Mfr dau1 1.1Co sd hinh thdnh de tai1 1.2Pham vi nghiSn ciru2 1.3Phuomg phap nghien ciiu3 1.4Myc tieu nghiSn ciru3 1.5Y nghla nghien cuu4 1.6Ket cau b^i nghien ciiu4 Chuwng Co' so ly thuyet vh mo hinh nghien ciru5 2.1Mpt s6 khai ni^m5 2.1.1Khdch du lich5 2.1.2Kinhdoanhluh&nh;5 2.1.3K^hoichkinhdoanh5 2.2Phan tich moi tnrong kinh doanh cila cong ty dang ho^it dpng5 2.2.1Phantichm6itru^ngvTm66 2.2.2Phan tich moi tnrhmg t^c nghi?p6 2.2.2.1Kh^ch hang7 2.2.2.2D6i thii canh tranh8 2.2.2.3Nha cung cap9 2.2.2.4D6ithutiem an9 2.2.2.5S4n pham thay the9 2.2.3Ph^n tich moi tnrfmg npi bp9 2.2.3.1Cac hoat dpng chu yeu10 2.2.3.2Cac hoat d6ng ho trp10 2.3Cdc cdng cu de xay d\mg \k l^a chpn ke hoach kinh doanh12 2.3.1C^c cdng cy thong tin xay dyng chien lupc12 2.3.1.1Ma tran danh gia ede y^u to ben ngodi12 2.3.1.2Ma tr|n hinh dnh canh tranh12 2.3.1.3Ma trdn danh gia nOibO12 2.3.2Cdc cong cy hoach dinh chien lupc' 13 2.3.2.1Ludi "Sg nh^y c^m ve gi4/M0c dp quan tam den sg kh4c bi#t"13 2.3.2.2Cong eg lira chpn chien lirpc kinh doanh eg th^13 2.4Phantichnliro 14 2.4.1BjnhngbIaruiro14 2.4.2PhSn logi rOi ro14 2.4.3C4c phucmg phip han che nli ro14 2.5 M6 hlnh nghien cijru15 Chinrng Gidi thipu Trung tam Dich vu Du ljch An Giang17 3.1Gi(5ithiguC6ngtyCophanDulichAnGiang17 3.1.2 C4c ca sd kinh doanh du ljch trgc thupc17 3.2Gidi thipu Trung tam Dich vpDulich An Giang18 3.2.1Gioi thipu khai quit18 3.2.2So to chucciia Trung tto Dich vgDu lich An Giang18 3.3Bjnh hirdng ph^t trien giai do^n 2013 - 2014 cCia Trung tam Dich vg Du lich An Giang d6i vdi Hnh vgc kinh doanh dich vg du lich 10 hanh19 3.4B6i tacciia Trung tam Dich vgDu lich An Giang20 3.5S4n ph^m ddc trung cila Trung tam Dich vg Du ljch An Giang20 3.6Tinh hlnh hoat dpng kinh doanh Djch vg Du ljch 10 h^nh cOa Trung tflm Dich vg Du lich An Giang 21 3.6.1Doanh thu-lpinhuan giai doan 2010-201221 3.6.2So kh^eh Trung tSm Dich vg Du lich phgc vg giai dogn 2010-201222 Chuomg Phirong phiip nghien ciru23 IThietke nghien cuu23 4.1.1Tien dQnghi^ncOu23 4.1.2Qui trinh nghiSn cOu24 4.2Ngu6n dO li$u 25 4.3Phuong phap thu thap dO lipu26 4.3.1DO liputhO cap26 4.3.2DO lipu sa cap27 4.4Phucmg phdp phSn tich dO li^u27 4.4.1DO liputhur dp27 4.4.2DO lipu so cap27 4.5Tiendpthgchiendet4i28 Chtrong S Phan tich moi trirdng hoat dng cua An Giang Tourimex29 5.1Ph&n tich dnh hudng ciia moi tnrong vT mo29 5.1.1Yeu to kinh te29 5.1.2Yeu to tvr nhien30 5.1.3Yeu to van h6a-xah0i31 5.1.4Yeu to chinh tri - phdp luat32 5.1.5Yeu to congngh^33 5.1.6Yeutonhankhauhpc33 5.2Phan tich m6i tnrong tac nghi$p34 5.2.1Khdch hdng 34 5.2.2Doi thti canh tianh34 5.2.3Ntecungdip41 5.2.4Doi thu canh tranh tiem an41 5.2.5Sn pham thay th^42 5.3Ma tr|n d4nh gia cac yeu to bSn ngo^i42 5.4Phan tich moi trutagnpibp44 5.4.1Marketing va ban h^ng44 5.4.2Dich vp cham sec khdch hang44 5.4.3Phattriencongngh^44 5.4.4Quin tri nguon nhan lpc45 5.4.5Co sd tang cha dcanh nghipp45 Chirong Hoach djnh ke hoach kinh doanh cho An Giang Tourimex49 6.1Xay dpng mpc tieu phat tri^n cho Hnh vuc kinh doanh 10 hanh cOa cdng ty co phan Du licit An Giang49 6.2Ho^ch djnh ke hoach kinh doanh tdng qudt49 6.3Ke ho^ch cdc bp ph^n52 6.3.1Ke hoach tiep thi52 6.3.1.1K^hopch sin pham52 6.3.1.2KehopchchiSu thi54 6.3.2K^ ho^ch v^n hanh- sdn xait57 6.3.3Ke hoach nhan sp58 6.3.3.1 K^ hoach tuyendpng58 6.3.3.2 Ke hoach luong cho nhan vien59 6.3.4Ke ho^ch tdi chinh59 6.4 Qu^n tri rui ro61 6.4.1Nhan dien rui ro ng^nh61 6.4.2Bi^n ph^p ph6ng ngira rui ro:.61 Chuwng K^t Iun62 7.1Ket luan62 7.2Han che cua nghien cftu63 danhm^cbAng —oOo— Bang2.1Cdcchis6tdichinhquantrpng11 Bang 4.1 Tien d nghien cdru 23 B^^g 4.2 Npi dung cua thong tin dft li^u thii cap26 Bang 4.3 Ni dung cua thong tin d& lipu so cap27 Bang 4.4 Tien thuchipn28 Bang 5.1 Moi tnrdng canh tranh dpi voi cdc san phim ctia An Giang Tpurimex36 Bang 5.2 Ma tr^n hinh anh cgnh tranh38 Bang 5.3 Ma trn danh gid cdc yeu to ben ngodi cua An Giang Tourimex43 Bdng 5.4 Cdc chl so tdi chinh quan trpng ctia An Giang Tourimex giai doan 2010 • 2012 46 Bang 5.5 Ma trn ddnh gid npi bp48 Bang 6.1 Ma bin SWOT cua ltnh v^c du lich cda An Giang Tcurimex50 Bdng 6.2 Chucmgtrinhdulich 201352 Bdng 6.3 Chi tiSu ve doanh so kinh doanh tour theo doi tirpng khdch hang54 Bang 6.4 Chi phi dyr kin cho qudng cdo55 Bang 6.5 Chi phi du Men chokhuyenmai56 Bdng6.6ChiphidtrkienchoPR56 Bdng 6.7 Tong chi phi tiep thj57 Bang 6.8 Chi phi nguyen vat lipu.57 Bdng 6.9 Chi phi san xditchung57 Bdng 6.10 T^ng chi phi sdnxuat58 Bdng6.11Keho^chtuy^ndpng58 Bang 6.12 Chi phi lucmg cho nhan vien n^m 201259 Bang 6.13 Muc thudng cho cdc danh hipu60 Bdng 6.14 Doanh thu ke hoach cua ngdnh du lich60 Bang 6.15 Tong chi phi du Men cho cdc hopt dpng60 Bdng6.16DuM^nketquahoptdpngnam201360 D Chinh sach dao tao va thang tien 11 Cong ty thuong xuyen co chinh sach dao tao va nang cap 12 Cong ty tao nhieu co hpi thang tien cho nMn vien 13 Anh/Chi cim thay hai 16ng vdi chinh dao tao ctia cong ty chuyen mon cho nhan viSn Xin chan th^nh c^m cm sir giup do' cua Anh/Chi Chiic Anh/Chj ludn th^nh cong - Phu lye bAn cAu hoi phQng van khAch hAng Xin chdo Quy khdeh T6i tdn Nguy^n Chdu Thanh Id sinh vi6n khda 10 khoa Khih te - QTKD trucrng Dai hpc An Giang Hipn tdi dang th\rc hipn khoa luyn tot nghiep vdi de tdi "Lljp kl hoych kinh doanh djch vy du lich IS hdnh cho cdng ty c6 phan Du lich An Giang giai doyn 2013 - 2014" Rat mong Quy khdeh ddnh chut thdi gian dk cung dip thdng tin ve lihh vuc kinh doanh IS hdnh cua cong ty Nhiing thong tin ma Quy khdeh cung c^p sS giup ich rat nhiu cho tdi de hoan tot khoa Iudn tot nghidp cda mlnh Mong Quy khdeh vui long giup da Cau Quy khdeh vui ldng cho bi^t y W^n cda minh ve nhiing phdt bi^u sau bdng edeh ddnh diu ^ vao lira chpn md quy khdeh thay phu hprp nhat theo qui uac sau: 123 Hodntodn Khongdong TrunghcaDong^Hodntodn khong dong y
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