NHA MAY BIA VIETNAM T~I THl TRUONG TP. HCM
Tu thl,l'c te' t6 chile ho~t dong pharr ph6i cua cong ty t~i thi tru'ong TP. HCM nhu' da pharr tich d. chu'dng 2, chota thffy ding cong ty dang t6 chile ho~t dong pharr ph6i kha t6t. Tuy nhien, ben c~nh nhung di~u da lam du<;c v§:n con d6 nhung v.ln d~ rna cong ty c~n kh~c ph1,1c, hay c~n n6 h,tc phat huy he't hi~u
su.lt va hi~u nang nh~m mang l~i hi~u qua cao hdn. Trong ph~m vi bai lu~n van nay, ngu'oi vie't mu6n d~ xuat nam giai phap chu ye'u nh~m hoan thi~n
hdn nua hi~u qua ho~t dong pharr ph6i cua cong ty t~i thi tru'ong TP. HCM.
3.1. Giai phap 1- Cd ca'u h.ti t6 chuc phong tieu thQ. t~i TP. HCM
Nhu da pharr tich d chudng 2, cd c.lu phong tieu th1,1 TP. HCM hi~n nay chi phu h<;p voi di~u ki~n thl,l'c t€ giai do~n 1993 -1997' giai do~n cong ty moi thanh l~p va buoc d~u phat tri~n. Trong di~u ki~n hi~n nay, khi rna qui mo thi tru'ong da tang trudng gffp doi thl cd c.lu t6 chile hi~n nay khong con phu hcjp nua. Gioi h~n v~ qui mo, thie'u h1,1t ll,l'c lu<;ng ban hang se lam h~n che' hi~u
qua cua hang lo~t cac ho~t dong pharr phfSi nhu' truy~n d~t Xlt ly thong tin, tfSc. d9 tri~n khai cac n6 Ivc pharr ph6i, kha nang bao phu thi truong.
Theo cd c.iu t6 chile moi thl khu vvc Key Account se do 2 Giam £>6c Khu Vl,l'c (ASM) quan ly va bao cao trl;l'c tie'p cho Giam £>6c Tieu Th1,1 TP. HCM (RSM). Cling trong cd cffu moi, mot bo ph~n phv trach kenh Off-premise g6m mot Gi~m Sat Tieu Th1,1 (SS)va 4 Nhan Vien Tieu Th1,1 (SR) da du<;c d~ nghi thanh l~p tu bay gio d~ bao phu kenh ban le Off- premise dang v§:n con bo ngo. Bo ph~n nay bao cao ch<? Giam £>6c HORECA.
Theo sl.f x~p xe'p moi nay, t6 chile tieu th1,1 TP. HCM khong chi c6 sl,l' thay d6i v~ Cd cffu, rna c6 ca sv md rong qui mo dap ilng tlnh hlnh thl,l'c t€. Voi cd cffu moi, thi tru'ong se du'cjc bao phu kin hdn. Cac cong vi~c quan tri mang
n~ng tinh ky thu~t, da ducjc chia se ph~n IOn cho cac Giam £>6c Khu Vl.fc. Tu d6 Giam £>6c Tieu Th1,1 TP. HCM c6 nhi~u thai gian va ngu6n Ivc gianh cho
cac cong tac nghien CUU chie'n hi'QC, phat tri€n cac chuang trinh thuc defy ban hang, cling nhu nhfi'ng chuang trlnh hua'n luy~n dao t~o nghi~p v1,1 cho Nhan Vien Tieu Th1,1.
Kho v?n Giam D6c Tieu Th1,1 TP. HCM H~mh diinh
(Logistic) (RSM) (Admin.)
I
Giam .E>6c Tieu Th1,1 Khu Vlfc Giam D6c Tieu Th1,1 Khu Vlfc Giam D6c Tieu Th1,1 Horeca
(ASM 1) (ASM 2) (ASM - Horeca)
_I
I
I SSI I I SS21 I SS31 I SSI I I SS21 I SS31 SSI SS2
HORECA Off - Premise
SRI I SRI SRI I SRl I SRI I SRI
SRI I SRI I SR2 j SR2 SR21 SR21 SR21 SR2 SR21 SR21 SR3 I SR3 SR31 SR31 SR3 I SR3 SR31 SR3 I SR41 SR4 SR41 SR41 SR41 SR4 SR4j SR41
Hlnh 3.1- Cd ca'u l~i t6 chuc phong tieu thQ. san phdm t~i TP. HCl\1
3.2. Giai phap 2- Md r()ng ph~m vi bao phil thi tntong, phat tri~n h~