MI M2 M3 Ml M2 IVI3 Ml M2 M3 P
BAN TONG GIAM DOC
4.5.3. Mire do hap dan va co* cau:
Quy md va muc do tang trudng ciia khuc thj trudng da chgn dat muc do mong muon nhu cau phai dat mire do hdp dan vl kha nang sinh Idi. Hien nay phan khuc thi trudng nay kha hap dan lgi nhuan trudc thul khoang 10%. Xem bang 4.4
Bang 4.4
Bang tinh gia thanh hgp ly loai giay 60 g/nr Danh muc
Tdng chi phi Nguyen lieu Vat tu, phu tiing Nang lugng
Nhan cdng true tiep Khau hao
Chi phi ban hang Chi phi quan ly Gia ban
Lgi nhuan trudc thue
Gia trj (Tr d/T) 10.650 2.464 3.200 1.250 750 1.120 655 1.211 11.830 1.180 Cac yeu to anh huong den kha nang sinh loi:
Muc de dog cua cdc ddi thu canh tranh: Vdi vai trd la ngudi dan dau cd vugt trpi ve
cdng nghe va tai chinh nen eae ddi thu trong nganh xac dinh cimg tdn tai "hoa binh" se la xu hudng ehii dao.
Nganh giay la mot nganh ddi hdi vdn diu tu Idn, cdng nghe phirc tap. dau tu mot nha may can 200 Trieu din 1 ty USD trong thdi gian tir 3 din 5 nam khdng ke thdi gian thiet lap ngudn cung c^p nghuen lieu khoang 7-10 nam, nen theo du bao trong vdng trong 5 nam tdi chua cd mot VINAPACO thir 2. Cac doanh nghiep mdi ra ddi du de bd xung cho sir thilu hut cua thj trudng do dd nd khdng cd vai trd dang ke de lam giam lgi nhuan cua nganh.
Cdc sdnphdm thay thi: Mac dii chiing ta dang d trong thdi ky bimg nd cdng nghe thdng
tin luu trir xong giay vln la mot san pham thilt yiu cho eugc sdng trong nhirng nam tdi.
Tdc do tang trudng thj trudng da tinh din cac san pham thay thi, viec duy tri ty suat lgi nhuan la hien thuc.
Mdi de dog tu nguai mua va cdc nhd cung cdp: Trong phan khuc thi truang na>' nguai
tieu diing khong qua dSn do v^ gia ca ph^n vi nliu cSu thiSt yiu va khong pha, la khoan
Cac nha cung cap khdng cd hien tugng ddc quyin va hg phat triln theo xu hudng "phat triln dl phuc vu" nen vai trd eua hg trong viec anh hudng din lgi nhuan trong phan khuc thi trudng la khdng quyet dinh.
Viec san xuat kinh doanh san phim gidy trong phan khuc thi trudng chat lugng kha va cao cap la kha nang hien tai eiia VINAPACO, nd ngay cang dugc ciing cd trong nhirng nam tiep theo do chat lugng giay ngay cang dn dinh.
Tom lai: Thi trudng muc tieu cua VINAPACO chilm vi tri dan dku trong phan khuc thj
trudng giay loai kha va mot nhdm trong phan khuc thi trudng giay cao cip dang chuyen mdn boa chgn Igc. Viec chgn nhirng phan khuc tren xuat phat tir kha nang canh tranh ciia san pham va nhu eau eiia khach hang. Cac khue thi trudng ho trg nhau, chi phdi ddi thii tao the ben virng cho chien luge phat triln
Hinh 4.5
Md hinh Tbi trudng muc tieu ciia VINAPACO 200
3 75
>
30 Thap Trung binh Kha Chat lugng giay
Cao cap
4.6 Chien lu-oc cho tirng khach hang 4.6.1 Khach hang
Vdi thi trudng muc tieu nhu da xac dinh d tren, khach hang la nhung ngudi tieu thu san pham khdng ed sir thay ddi vi hg van la nhung nha in, ddng tap, xen ram. Theo nhu each tilp can bien nay, khach hang true tilp cua VINAPACO la ngudi dai ly hoac ban thang dl tir dd cd chinh sach ban hang kem theo. Vdi each tilp can dd da khdng con phii hgp bdc Id nhiing nhugc dilm nhu da neu d phan 3.4.2. Vl ly thuylt trong kinh te thi trudng
dl cd chiin luge marketing phii hgp. Thuc tl ta cd thay 2 ddng ca khac nhau cua ngudi mua hang: Mua hang vi nhu edu eiia ban than va mua hang theo nhiem vu.
Mua hang vi nhu cdu cua bdn than hay ndi each khac ngudi quylt dinh mua hang cho
chinh minh. Khi dd hg quan tam chat cbe din mgi dilu kien nham nhan dugc nhung san pham cd chat lugng tdt nhat nhung chi phi la thap nhat. Doi tugng nay chinh la nhirng ong chu d khdi doanh nghiep ngoai qudc doanh nhu cac cdng ty cd phan, TNHH. doanh nghiep tu nhan, hg ca the.
Timg ddi tugng khach hang nay cung ed sir phan boa vl sire mua. Theo thong ke 2005 cd 83 khach hang nhd cd sire mua nhd hon 100 tan chilm 7%doanh thu trong dd cd tdi 60 khach hang cd lugng mua <50 tan/nam (chiem 25% tdng sd khach hang). Ddi vdi nhung khach bang nay nhieu khi viec quyet dinh dau tu san xuat gia cdng ehua dugc tinh ky cac dieu kien nen kha nang san xuat kieu cam chimg mang tinh gia dinh. Sau mot vai nam mot sd nhirng doanh nghiep trong dd phat trien Idn len ve quy md nhung eiing cd nhiing doanh nghiep bien mat tren thi trudng. Phan con lai ciia khdi nay (75%) boat ddng vdi quy md tuong ddi Idn phd bien d mire 500 tan/nam, cd thj trudng tuong ddi dn dinh. boat ddng cd hieu qua ro rang.
Nguai mua hang theo nhiem vu la ngudi mua hang khdng phai cho chinh ban than ma la
thuc hien mot nhiem vu trong doanh nghiep Nha nude hay trong cac td chirc mang tinh Nha nude. Viec quylt dinh mua hang khdng mang lai cho ho nhirng lgi ich true tiep ma chi la gian tilp lien quan din rat nhilu ngudi. Vi tbi nen nhilu khi nhijng ly do ciia ca nhan hay ap lire nao dd lai trd nen ed y nghTa rat Idn khi ra quylt dinh mua hang. Dac dilm cua loai khach hang nay la sd lugng mua tuong ddi Idn (tren 300 tan/nam), van de gia ea thuong da tuan theo gia chung va hg khdng qua khat khe nhung hg can la chat lugng dich vu va nhilu khi la cac quan he ca nhan.
Nhu vay theo each tilp can theo ddng co mua hang cd xet din kha nang ciia khach hanj chimg ta cd thi phan loai khach hang thanh 3 ddi tugng sau:
Khdch hang la cdc to chuc ciia Nhd nuac;
Khdch hang Id td chuc ngoai qudc doanh cd quy md nho (< lOfj tdn/ndm)
4.6.2 Chien lu-oc cho tirng khach hang:
Chiin luge cho tirng khach hang phai lam sao dl giu chan dugc nhirng khach hang da cd lam cho mdi quan he dd ngay cang trd nen gan bd. Cimg vdi viec tim kilm nhirng khach hang mdi nham tao ra sir tang trudng tir khach hang.
Khach hang la nhung to chirc cua Nha nuoc:
Day la nhirng khach hang cd sue tieu thu Idn, cd nhilu tilm nang vl cdng nghe va cac ngudn lire cho san xuat. Song hoat ddng cdng kinh tinh hieu qua ciia san xuat chua cao
(nhung van de vl gia ca nhilu khi khdng phai la yiu to hang diu) do dd hap tdc de cimg
phdt trien la quan diem chu dao. Hgp tac dugc hilu theo nghTa la tan dung nhung dilm
manh eua khach hang (vl kha nang tieu thu, tai chfnh) va ho trg nhung dilm yiu nhu cac quylt dinh edn mang tinh chii quan, co chi hoat ddng cdng kinh kem hieu qua. Nhu vay,
ngoai viec dam bao kha nang cung cap theo yeu cm cua khach hang, chiing ta phai chu
dong nam bat nhu ciu dd de phdi hgp thue hien, lam cho hg khi cAn la cd.
Trong giai doan hien nay qua trinh ed phan boa cac doanh nghiep Nha nude dang dien ra manh me. Rat cd the nhieu doanh nghiep trong sd dd se dugc tien hanh cd phan hoa tuy Nha nude van giir cd phan chi phdi. Day se la co hdi de chung ta tham gia vao boat ddng san xuat san xuat kinh doanh va tan dung nhiing tiem nang tir phia khach hang, do dd viec trd thanh ed ddng chien luge la mot boat ddng can uu tien.
Do viec quylt dinh mua hang nhieu khi mang tinh chu quan va chia sir chi phdi ciia cac
mdi quan be nen viec xay dung hinh dnh cua VINAPACO cd vai trd quan trgng. Hinh anh
d day la vai trd ciia VINAPACO trong ddi sdng xa hdi ndi chung va trong ddi sdng cua khach bang ndi rieng, la vi thi ciia nhijng ngudi lanh dao va can bd dieu hanh trong con mat cua khach hang. Viec xay dung hinh anh nay can dii manh de tao mot rao can ddi vdi cac ddi thu xam nhap.
Xay dung mdi quan he kilu gia dinh la nhijng net van boa cua loai hinh nay. Neu hg lam
viec vl cai ehung thi day la cai rieng cAn quan tam. Quan he gia dinh d day khdng chi la nhiing quan he vat chat ma ca trong ITnh vuc tinh than. Chi do khen thudng dai ngd kip thdi, gan gui trong nhiing cdng viec mang tinh gia dinh cd tac dung rat Idn trong viec tao
dung cac m6i quan he. Khi trao ddi. One Than Van Va M • •;
' g man van Va - Nguai true tiep lam cong tac phan phoi san pham giay ciia VINAPACO cung nhan thay:
Doi vai ichach hang la ca quan Nha nuac chung toi dn phai ph6i hgp chat ehe han vai
khach hang de thu thap thong tin va duy tri m6i quan he giao hang din tan nai. tao di6u kienthuan lgi nhat vl mat thu tuc khi nhan hang la muc tieu ma chung toi pha, huong tai. Dpi ngu nhan vien cua chung toi vira thira lai vira thilu va to ra thilu tinh chuyen nghiep.
Tnch noi dung phong vdn ong Than Van Va
Giam doc Trung tdm dich vu vd kinh doanh gidy tai Hd noi.
Khach hang la don vj ngoai qu6c doanh co quy mo Ion:
Nam 2005 cd 93 don vi ngoai qudc doanh cd mire tieu thu 100 tan giay/nam. Cac doanh nghiep loai nay thudng da boat ddng lau trong nghi, cd thi trudng rieng va td chirc san xuat ed hieu qua. Muc do tang trudng san xuat ciia khach hang nay la rat Idn nhilu khi mang tinh dot pha. Nhung doanh nghiep dau dan khdng chi cd khdi lugng tieu thu Idn
ma nhieu khi edn mang tinh dan dat thi trudng do dd tao quan he ddi tdc chiin luac vdi nhirng doanh nghiep hang dau la ckn thilt. Hgp tac chiin luge d day khdng chi la thoa
man nhu cau lan ve san pham ma la ciing phdi hgp dan dat thi trudng bang viec dua ra va kiem chirng eae ddng san pham ve quy each, mlu ma va chat lugng, nam bat cac thdng tin ciia thi trudng. Dieu nay dac biet quan trgng khi chung ta chgn phan khuc thj trudng giay chat lugng kha va cao cap la phan khiic rgng, nang ddng nhung khd tinh.
Nhdm eae doanh nghiep nay nhin chung ehua thoa man vdi quan he vdi VINAPACO vi cho rang VINAPACO quan he kieu nude Idn. Mot hinh anh tdt dep khdng the xay dung tren nhirng quan he kieu nay. Theo nhirng thdng tin dieu tra nhieu khi hg da diing hang khae thay the cho san pham eua VINAPACO mac dii cd the lam phat sinh them chi phi.. Dieu nay vd hinh chung lam giam hieu qua dat trong muc tieu ehien luge do dd can phai
xay dung moi quan be binh ddng vd sdngphdng. Binh dang va sdng phang the hien d cho
khach hang Idn phai dugc coi trgng bdi hg la nhan td quan trgng nhat gdp phan vao su tang trudng ciia thi trudng. Liie khd khan ciing san se, luc thuan lgi phai ciing uu tien khi thi trudng ed nhirng giao ddng ve cung eau.
Vdi tu each la nhirng ddi tac Idn, day la dilu kien thuan lgi de chiing ta cd the ap dung
cam ket hau mai khac. Dieu nay c^n phai dugc xac dinh la nhung yeu du chfnh dang cua
khach hang chu khong chi dan thuin la hoat dong chu quan tir phia nguai ban hang Thuc te trong nganh gi^y cung nhu trong nhilu ITnh vuc khac cho thiy chinh nhirng dich
vu gia tang tren dong gop rk lan vao viec giir chan khach hang va loi keo nhirng khach
hang mdi.
Doanh nghiep ngoai qu6c doanh quy mo nho:
Phan Idn cac doanh nghiep trong sd nay cd thj trudng nho be. san xuat kem dn dinh chiin luge kinh doanh khdng rd rang va rat dl bj tdn thuang ho cd thi la khach hang rat tiem nang nhung cung cd thi bj que quat va chit yiu. Chinh vi thi nen viec danh gia phan loai
khach hang chang nhijng giup chiing ta tranh riii ro ma edn tu vdn cho ho nhung vdn di
ve thi truang^ sau phan san xuat la nhung dilu ckn thilt nham giiip cho hg phat triln qua
dd chiing ta cd the md mang dugc thi trudng.Trong ITnh vuc san xuat gia cdng giay dac biet la nhijng giay chat lugng kha va eao cap dimg cho van pbdng nhu tir bao bi, bi thu, giay thu, giay cho may tinh giay ram... khdng phai luc nao cung phu hgp vdi san xuat d quy md Idn.
cac doanh nghiep quy md nhd thudng kha eo hep vl dilu kien tai chinh, mat khac vdi quy md nhd thudng lam gia tang cac chi phi trong san xuat. Do dd viec tao dilu kien tdi
da de giup da khdch hang la viec lam bet sue can thiet de doanh nghiep vugt qua nhirng
khd khan. Song viec giiip dd dd khdng phai chi dudi giac do hieu qua san xuat ma can
phai coi nhu la mot net van boa de khac sau tu duy vi khdch hang cho chinh nhirng ngudi
trong td chuc ciia minh.