Nguyen Kim 1

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Trang 3 BO GIAO DUC VA AO TAO TRNG AI HOC KINH TE TP. HO CH MINH --------------------
AM TR CNG
XAY DNG CHIEN LC KINH DOANH CHO TRUNG TAM MUA SAM SAI GON NGUYEN KIM GIAI OAN 2007 2011
Chuyen nganh: Quan tr kinh doanh Ma so: 60.34.05
LUAN VAN THAC S KINH TE
Ngi hng dan khoa hoc: TS. VO TH QUY
TP. HO CH MINH NAM 2006
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Trang 4 MUC LUC Trang LI CAM N MUC LUC DANH MUC CAC HNH VE, BANG LI M AU ..........................................................................................................1 CHNG 1: C S LY LUAN ..............................................................................3 1.1. Cac khai niem c ban ve chien lc..................................................................3 1.2. Phan loai ............................................................................................................3 1.2.1. Chien lc cap cong ty....................................................................................3 1.2.2. Chien lc cap kinh doanh (SBU) ..................................................................4 1.2.3. Chien lc cap chc nang...............................................................................4 1.3. Cac chien lc ac thu .......................................................................................4 1.4. C s xay dng chien lc kinh doanh cho doanh nghiep.................................5 1.4.1. Phan tch moi trng ben ngoai ......................................................................5 1.4.1.1. Moi trng tong quat ...................................................................................5 1.4.1.2. Moi trng nganh.........................................................................................7 1.4.2. Phan tch moi trng noi bo cua doanh nghiep ..............................................9 1.4.2.1. Nhan s ........................................................................................................9 1.4.2.2. Tai chnh.....................................................................................................10 1.4.2.3. Marketing ...................................................................................................10 1.4.2.4. Hoat ong quan tr .....................................................................................10 1.4.2.5. He thong thong tin......................................................................................11 1.5. Cac cong cu e hoach nh va la chon chien lc ........................................11 1.5.1. Cac cong cu e hoach nh chien lc .........................................................11 1.5.1.1. Ma tran anh gia cac yeu to noi bo (IFE) .................................................11
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Trang 5 1.5.1.2. Ma tran anh gia cac yeu to ben ngoai (EFE)...........................................12 1.5.1.3. Ma tran hnh anh canh tranh ......................................................................13 1.5.1.4. Ma tran iem manh - iem yeu - c hoi - e doa (SWOT) .......................13 1.5.2. Cong cu la chon chien lc.........................................................................14 CHNG 2: PHAN TCH MOI TRNG BEN NGOAI ANH HNG EN HOAT ONG KINH DOANH CUA TRUNG TAM MUA SAM SAI GON NGUYEN KIM ......................................................................................................16 2.1. Moi trng tong quat .......................................................................................16 2.1.1. Moi trng kinh te ........................................................................................16 2.1.2. Moi trng chnh tr, phap luat .....................................................................17 2.1.3. Moi trng t nhien ......................................................................................17 2.1.4. Moi trng xa hoi dan c..............................................................................18 2.1.5. Moi trng cong nghe...................................................................................20 2.2. Moi trng nganh.............................................................................................20 2.2.1. oi thu canh tranh.........................................................................................20 2.2.2. Khach hang ...................................................................................................28 2.2.3. Nha cung cap.................................................................................................29 2.2.4. oi thu tiem an .............................................................................................30 2.2.5. Hang (san pham) thay the .............................................................................31 CHNG 3: PHAN TCH MOI TRNG NOI BO CUA TRUNG TAM MUA SAM SAI GON NGUYEN KIM ........................................................................33 3.1. Gii thieu ve Trung Tam Mua Sam Sai Gon Nguyen Kim..........................33 3.1.1. S hnh thanh va phat trien ...........................................................................33 3.1.2. anh gia tnh hnh kinh doanh cua Nguyen Kim t 2003-2005 ...................34 3.1.2.1. Ket qua hoat ong kinh doanh cua Nguyen Kim t 2003-2005 ................34 3.1.2.2. Ty trong doanh so cua tng nganh hang tai Nguyen Kim t 2003-2005...35
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Trang 6 3.1.2.3. Doanh so va li nhuan cua tng nganh hang tai Nguyen Kim t 2003-200535 3.2. Phan tch moi trng noi bo cua Trung tam mua sam sai gon Nguyen Kim ..37 3.2.1. Marketing ......................................................................................................38 3.2.2. Tai chnh .......................................................................................................45 3.2.3. Nhan s .........................................................................................................47 3.2.4. Hoat ong quan tr ........................................................................................48 3.2.5. He thong thong tin ........................................................................................49 3.2.6. Ma tran anh gia cac yeu to noi bo (IFE) ....................................................49 CHNG 4: XAY DNG CHIEN LC KINH DOANH CHO TRUNG TAM MUA SAM SAI GON NGUYEN KIM GIAI OAN 2007-2011......................51 4.1. Xay dng nh hng chien lc Nguyen Kim giai oan 2007-2011 .............51 4.1.1. Can c xay dng nh hng chien lc.......................................................51 4.1.1.1. Xuat phat t khach hang ............................................................................51 4.1.1.2. Th trng ban le Viet Nam.......................................................................51 4.1.1.3. Mot so van e ve ng loi phat trien kinh te xa hoi Viet Nam ........52 4.1.2. nh hng chien lc cua Nguyen Kim giai oan 2007-2011....................52 4.2. Xay dng chien lc .......................................................................................53 4.2.1. Ma tran SWOT cua Nguyen Kim ................................................................53 4.2.2. Cac chien lc kinh doanh hnh thanh t ma tran SWOT ............................54 4.2.2.1. Nhom cac chien lc S-O .........................................................................54 a. Chien lc xam nhap th trng ...............................................................54 b. Chien lc phat trien th trng ................................................................54 c. Chien lc a dang hoa hoat ong ong tam ...........................................54 4.2.2.2. Nhom cac chien lc S-T ..........................................................................54 a. Chien lc lien doanh ..............................................................................54 b. Chien lc tang cng quang cao, khuyen mai .......................................55
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Trang 7 c. Chien lc phat trien th trng ...............................................................55 d. Chien lc khac biet hoa .........................................................................55 4.2.2.3. Nhom cac chien lc W-O ........................................................................55 a. Chien lc phat trien nguon nhan lc ......................................................55 b. Chien lc m rong mang li phan phoi.................................................55 4.2.2.4. Nhom cac chien lc W-T .........................................................................56 a. Chien lc khac biet hoa ..........................................................................56 b. Chien lc tang cng quang cao, khuyen mai ........................................56 4.3. La chon chien lc Ma tran QSPM ..........................................................56 CHNG 5: CAC GIAI PHAP CU THE E THC HIEN CHIEN LC ...62 5.1. Giai phap ve phat trien nguon nhan lc ..........................................................62 5.2. Giai phap ve Marketing ..................................................................................65 5.2.1. Giai phap ve san pham .................................................................................65 5.2.2. Giai phap ve gia ca.......................................................................................66 5.2.3. Giai phap ve phan phoi ................................................................................66 5.2.4. Giai phap ve chieu th ..................................................................................67 5.3. Giai phap ve nghien cu phat trien ................................................................68 KIEN NGH ..........................................................................................................70 KET LUAN ...........................................................................................................71 TAI LIEU THAM KHAO PHU LUC
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Trang 8
DANH MUC CAC HNH VE, BANG DANH MUC CAC HNH VE Hnh 1.1: Mo hnh 5 lc cua Michael E. Porter ........................................................7 Hnh 1.2: Cac noi dung chu yeu can phan tch ve oi thu canh tranh......................8
DANH MUC CAC BANG Bang 2.1: Mc tang trng GDP qua cac nam tai Viet Nam .................................16 Bang 2.2: GDP bnh quan au ngi (USD) giai oan 20012005 tai Viet Nam..18 Bang 2.3: Ma tran hnh anh canh tranh cua Nguyen Kim ......................................27 Bang 2.4: Ma tran anh gia cac yeu to ben ngoai (EFE).......................................31 Bang 3.1: Ket qua hoat ong kinh doanh cua Nguyen Kim t 2003 2005..........34 Bang3.2:Ty trong doanh so cua tng nganh hang tai Nguyen Kim t 2003-2005..35 Bang 3.3: Doanh so cua tng nganh hang tai Nguyen Kim t 2003-2005 .............35 Bang 3.4: Lai rong cua tng nganh hang tai Nguyen Kim t 2003-2005 ..............36 Bang 3.5: So sanh toc o tang trng cua tng nganh hang gia Nguyen Kim va th trng .................................................................................................................37 Bang 3.6:Bao cao ket qua hoat ong kinh doanh cua Nguyen Kim t 2003-2005..46 Bang 3.7: Mot so ch tieu tai chanh c ban cua Nguyen Kim................................46 Bang 3.8: Ma tran anh gia cac yeu to noi bo (IFE)..............................................49 Bang 4.1: Ma tran SWOT cua Nguyen Kim ..........................................................53 Bang 4.2: Ma tran QSPM cua Nguyen Kim Nhom cac chien lc S-O..............57 Bang 4.3: Ma tran QSPM cua Nguyen Kim Nhom cac chien lc S-T..............58 Bang 4.4: Ma tran QSPM cua Nguyen Kim Nhom cac chien lc W-O ............59 Bang 4.5: Ma tran QSPM cua Nguyen Kim Nhom cac chien lc W-T ............60
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Trang 9 LI M AU
1. Ly do chon e tai Viet Nam hien nay ang trong giai oan hoi nhap vao nen kinh te khu vc va the gii. ieu nay, a tao cho cac doanh nghiep Viet Nam nhieu hng thuan li phat trien. Trong moi trng kinh doanh luon bien ong th ben canh nhng c hoi phat trien, no cung gay ap lc buoc cac doanh nghiep Viet Nam muon ton tai va phat trien th phai co nhng chien lc kinh doanh phu hp vi tnh hnh thc te. Trong nhng nam qua va hien nay Trung Tam Mua Sam Sai Gon Nguyen Kim la mot trong nhng Trung tam ban le hang au tai Thanh pho Ho Ch Minh (TP.HCM), chuyen phan phoi ve cac mat hang nh ien may, ien lanh, gia dung, ky thuat so, ien thoai di ong, vi tnh . Tuy nhien, vi s canh tranh t cac Trung tam ien may khac nh Thien Hoa, Ch Ln, Gia Thanh, va hang loat cac Trung tam ien may mi m nh Ideas, Phan Khang, Loc Le tai TP.HCM, cung nh kha nang gia nhap to chc thng mai the gii (WTO) cua Viet Nam ang can ke, ieu nay se tao ieu kien cho cac Cong ty nc ngoai tham gia. Do o, Nguyen Kim se oi pho vi s canh tranh ngay cang gay gat hn. ieu nay cho thay Trung Tam Mua Sam Sai Gon Nguyen Kim, neu muon gi c th phan va phat trien trong thi gian ti th can phai co nhng chien lc kinh doanh phu hp vi tng giai oan phat trien mi. Xuat phat t tnh hnh tren, nen viec xay dng chien lc kinh doanh tai Trung Tam Mua Sam Sai Gon Nguyen Kim la het sc can thiet. Vi mong muon co the xay dng chien lc kinh doanh phu hp cho Trung Tam Mua Sam Sai Gon Nguyen Kim, toi chon e tai Xay dng chien lc kinh doanh cho Trung Tam Mua Sam Sai Gon Nguyen Kim giai oan 2007-2011. 2. Muc tieu nghien cu
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Trang 10 Vi e tai nay, tac gia mong muon at c 2 muc tieu: - Xay dng cac chien lc kinh doanh cho Trung Tam Mua Sam Sai Gon Nguyen Kim. Tren c s can c viec phan tch moi trng e nhan dang cac iem manh va iem yeu hien tai cua Nguyen Kim cung nh cac moi e doa, c hoi anh hng en s phat trien cua Nguyen Kim. - e xuat cac giai phap e thc hien cac chien lc a e ra. 3. oi tng va pham vi nghien cu - oi tng: Nghien cu hoat ong kinh doanh cua Trung tam mua sam sai gon Nguyen Kim; cac trung tam ien may khac nh Thien Hoa, Ch Ln; khao sat nhan thc cua khach hang tieu dung ve mot so van e lien quan en viec mua sam tai cac trung tam ien may. - Pham vi nghien cu: tai TP.HCM. 4. D lieu thu thap 4.1. D lieu th cap So lieu t Trung tam mua sam sai gon Nguyen Kim (bao cao tai chnh va bao cao noi bo), oi thu canh tranh, sach chuyen nganh ve quan tr chien lc, marketing, tai chnh , cac bao, tap ch, va Internet. 4.2. D lieu s cap a. D lieu thu thap: t viec khao sat nhan thc cua ngi tieu dung ve mot so van e lien quan en viec mua sam tai cac trung tam ien may trong TP.HCM. b. X ly d lieu: D lieu nhan c se c x ly bang phan mem SPSS. 5. Phng phap nghien cu Luan van nay s dung cac phng phap chu yeu: Phng phap lch s, phng phap mo ta va phng phap thong ke, phan tch. 6. Bo cuc cua luan van Ngoai li m au, kien ngh va ket luan. Luan van c chia lam 5 chng:
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Trang 11 Chng 1: C s ly luan. Chng 2: Phan tch moi trng ben ngoai anh hng en hoat ong kinh doanh cua Trung tam mua sam sai gon Nguyen Kim. Chng 3: Phan tch moi trng noi bo cua Trung tam mua sam sai gon Nguyen Kim. Chng 4: Xay dng chien lc kinh doanh cho Trung Tam Mua Sam Sai Gon Nguyen Kim giai oan 2007-2011. Chng 5: Cac giai phap cu the e thc hien chien lc.
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Trang 12 CHNG 1: C S LY LUAN 1.1. Cac khai niem c ban ve chien lc Thuat ng chien lc c s dung au tien trong quan s t nhng nam 60 cua the ky XX, chien lc c ng dung vao lnh vc kinh doanh va thuat ng chien lc kinh doanh ra i. Tuy nhien, chien lc kinh doanh c cac nha quan tr hieu theo nhieu cach khac nhau. ieu nay la do ho tiep can theo nhieu cach khac nhau. - Theo Alfred Chandler: Chien lc la s xac nh cac muc tieu c ban, lau dai cua doanh nghiep, la chon cach thc hoac phng hng hanh ong va phan bo cac nguon lc can thiet e thc hien cac muc tieu o. - Theo Fred R. David (2003): Chien lc la nhng phng tien at ti nhng muc tieu dai han. - Theo Rudolf Grunig va Richard Kuhn (2003): Chien lc la dai han, nh hng quan ly va nham am bao hoan thanh lau dai cac muc tieu, muc ch chu yeu cua cong ty. Tom lai, du tiep can theo cach nao th chien lc kinh doanh cung bao ham cac noi dung sau: - Xac nh cac muc tieu c ban, dai han cua to chc. - a ra cac chng trnh hanh ong tong quat. - La chon cac phng an hanh ong, trien khai va phan bo cac nguon tai nguyen e thc hien muc tieu o. 1.2. Phan loai Theo PGS.TS. Nguyen Th Lien Diep va Th.S Pham Van Nam (2003), trong qua trnh hnh thanh chien lc co the chia chien lc thanh cac loai nh sau: 1.2.1. Chien lc cap cong ty: La kieu mau cua cac quyet nh trong mot cong ty, no xac nh va vach ro muc ch, cac muc tieu cua cong ty, xac nh cac hoat ong kinh doanh ma cong ty theo uoi, tao ra cac chnh sach va cac ke hoach c ban e at cac muc tieu cua cong ty. Trong mot to chc vi qui mo va mc o a dang, chien lc
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Trang 13 cong ty thng ap dung cho toan bo x nghiep. Chien lc cong ty e ra nham xac nh cac hoat ong kinh doanh ma trong o cong ty se canh tranh va phan phoi cac nguon lc gia cac hoat ong kinh doanh o. 1.2.2. Chien lc cap kinh doanh (SBU): Chien lc kinh doanh c hoach nh nham xac nh viec la chon san pham hoac th trng cho hoat ong kinh doanh rieng trong noi bo cong ty.Chien lc nay xac nh cach thc moi n v kinh doanh se co gang hoan thanh muc tieu cua no e ong gop vao hoan thanh muc tieu cap cong ty. 1.2.3. Chien lc cap chc nang: Chien lc nay tap trung ho tr vao viec bo tr cua chien lc cong ty va tap trung vao cac lnh vc tac nghiep, nhng lnh vc kinh doanh. 1.3. Cac chien lc ac thu: Theo quan iem cua Fred R. David (2003): Chien lc kinh doanh c chia lam 4 nhom chien lc sau: - Nhom chien lc ket hp theo chieu doc: + Chien lc ket hp ve pha trc: Tang quyen s hu hoac kiem soat oi vi cac nha phoi phoi va ban le. + Chien lc ket hp ve pha sau: Tm kiem quyen s hu hoac quyen kiem soat cua cac nha cung cap. + Chien lc ket hp theo chieu ngang: Tm ra quyen s hu hoac s kiem soat oi vi cac oi thu canh tranh. - Nhom chien lc chuyen sau: + Chien lc tham nhap th trng: Tm kiem th trng tang len cho cac san pham hien tai va cac dch vu trong cac th trng hien co qua nhng no lc tiep th nhieu hn. + Chien lc phat trien th trng: a cac san pham va dch vu hien co vao cac khu vc mi.
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Trang 14 + Chien lc phat trien san pham: Tang doanh so bang viec cai tien hoac sa oi cac san pham hoac dch vu hien co. - Nhom chien lc m rong hoat ong: + Chien lc a dang hoa hoat ong ong tam: Them vao cac san pham hoac dch vu mi nhng co lien he vi nhau. + Chien lc a dang hoa hoat ong kieu hon hp: Them vao nhng san pham hoac dch vu mi khong co s lien he vi nhau. + Chien lc a dang hoa hoat ong theo chieu ngang: Them vao nhng san pham hoac dch vu lien he theo khach hang hien co. - Nhom chien lc khac: + Chien lc lien doanh: Hai hay nhieu hn cac cong ty hnh thanh mot cong ty oc lap v nhng muc ch hp tac. + Chien lc thu hep hoat ong: Cung co lai thong qua cat giam chi ph va tai san co e cu van doanh thu va li nhuan ang sut giam. + Chien lc cat bo bt hoat ong: Ban i mot chi nhanh hoac mot phan cong ty. + Chien lc thanh ly: Ban tat ca tai san hu hnh va vo hnh. + Chien lc tong hp: Theo uoi hai hay nhieu chien lc cung luc. 1.4. C s xay dng chien lc kinh doanh cho doanh nghiep 1.4.1. Phan tch moi trng ben ngoai Moi trng ben ngoai la he thong cac yeu to phc tap, luon co nhieu c hoi lan nguy c tac ong en hoat ong cua doanh nghiep theo cac mc o khac nhau. Du qui mo cac nguon lc tiem tang rat ln, doanh nghiep cung khong the nao phan ng vi tat ca dien bien cua moi trng. V vay, khi thc hien phan tch cac yeu to ben ngoai, cac nha quan tr muon phat trien mot danh muc cac c hoi trong moi trng co the mang lai nhng li ch cho doanh nghiep va cac nguy c hay e doa ma doanh nghiep can co bien phap ngan chan hay ne tranh. Moi trng ben ngoai bao gom: moi trng tong quat va moi trng nganh. 1.4.1.1. Moi trng tong quat
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Trang 15 Cac yeu to thuoc moi trng tong quat: Moi trng kinh te; moi trng chnh tr, phap luat; moi trng t nhien; moi trng xa hoi, dan c; va moi trng cong nghe. Moi trng kinh te: S tac ong cua moi trng nay co tnh chat trc tiep va nang ong hn so vi mot so yeu to khac cua moi trng tong quat. Nhng dien bien cua moi trng kinh te v mo bao gi cung cha ng nhng c hoi va e doa khac nhau oi vi tng doanh nghiep trong cac nganh khac nhau, co anh hng tiem tang en cac chien lc cua doanh nghiep. Mot so yeu to c ban c quan tam nhat: xu hng tong san pham quoc noi (GDP) va tong san pham quoc dan (GNP); lai suat va xu hng lai suat; can can thanh toan quoc te; mc o lam phat; he thong thue va mc thue . Moi trng chnh tr, phat luat: Bao gom he thong cac quan iem, ng loi chnh sach cua ang va Nha nc, he thong phap luat hien hanh. Ngoai ra cung can nam vng cac xu hng chnh tr ngoai giao cua chnh phu, cac dien bien chnh tr trong va ngoai nc. Cac yeu to nay anh hng en s hnh thanh va phat trien cua doanh nghiep. Moi trng t nhien: Nhng doanh nghiep kinh doanh t lau a nhan ra nhng tac ong cua hoan canh t nhien vao quyet nh kinh doanh cua ho. Nhng anh hng t nhien chnh bao gom: v tr a ly, kh hau, o nhiem, thieu nang lng va s dung lang ph cac tai nguyen thien nhien cung s gia tang cac nhu cau ve nguon tai nguyen do thien nhien cung cap. Moi trng xa hoi, dan c: bao gom nhng yeu to chu yeu nh quan niem ve ao c, quan niem ve mc song, phong tuc tap quan, nhng quan tam va u tien cua xa hoi, trnh o nhan thc, hoc van chung cua xa hoi. Cac yeu to nay anh hng en viec kinh doanh cua doanh nghiep. Do o, doanh nghiep can chu y cac yeu to nay khi hoach nh chien lc kinh doanh.
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Trang 16 Moi trng cong nghe: Cac anh hng cong nghe tao ra c hoi cung nh nguy c trong qua trnh quan ly chien lc cho doanh nghiep. Tien bo ky thuat co the tao ra nhng th trng mi, ket qua la tao ra nhng san pham mi va khien cho nhng san pham va dch vu hien co tr nen loi thi. Moi trng nay, anh hng manh me en cac nha san xuat lien quan en lnh vc nh vien thong, tin hoc, thong tin . Do o, cac doanh nghiep kinh doanh hang kim kh ien may cung can chu y cac yeu to nay trong qua trnh am phan vi cac nha cung cap hang hoa nham tao ra nhng c hoi cho chnh mnh. 1.4.1.2. Moi trng nganh Ta ap dung theo mo hnh 5 lc cua Michael E. Porter (1985) e phan tch moi trng nganh cua doanh nghiep (con goi la phan tch cau truc canh tranh trong mot nganh). Moi quan he gia cac yeu to nay c phan anh tren hnh 1.1.
Cac oi thu tiem an Nguy c t cac oi thu canh tranh mi Sc manh thng lng cua ngi cung cap hang Cac oi thu canh tranh trong nganh S tranh ua gia cac doanh nghiep hien co mat trong nganh Nguy c t cac san pham va dch vu thay the Hang (san pham) thay the Sc manh thng lng cua ngi mua hang
Ngi cung cap
Ngi mua
Hnh 1.1: Mo hnh 5 lc cua Michael E. Porter. Nguon: Michael E. Porter (1985)
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Trang 17
(1) oi thu canh tranh: Nhng noi dung then chot cua mot s phan tch canh tranh c trnh bay trong hnh 1.2.
ieu g oi thu canh tranh muon at ti ieu g oi thu canh tranh ang lam va co the lam c
Muc ch tng lai tat ca cac cap quan tr va a chieu. Vai van e can tra li ve oi thu canh tranh - oi thu co bang long vi hien tai khong? - Kha nang oi thu chuyen dch va oi hng chien lc nh the nao? - iem yeu cua oi thu canh tranh la g? - ieu g co the giup oi thu canh tranh tra ua mot cach manh me va hieu qua nhat? Nhan nh Anh hng cua no va ngang cong nghiep.
Chien lc hien tai Doanh nghiep hien ang canh tranh nh the nao?
Cac tiem nang Ca mat manh va mat yeu
Hnh 1.2: Cac noi dung chu yeu can phan tch ve oi thu canh tranh Nguon: Michael E. Porter (1985). (2) Khach hang: Khach hang quyet nh s ton tai cua doanh nghiep. S tn nhiem cua khach hang co the la tai san co gia tr nhat cua doanh nghiep. S tn nhiem o at c do biet thoa man tot hn cac nhu cau va th hieu cua khach hang so vi oi thu canh tranh. Ap lc t khach hang xuat phat t cac ieu kien sau: khi lng hang ngi mua chiem ty le ln trong khoi lng hang hoa ban ra cua ngi ban, khi viec chuyen sang mua hang cua ngi khac khong gay nhieu ton kem, khi
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Trang 18 ngi mua a ra tn hieu de doa ang tin cay la se hoi nhap ve pha sau (ngc) vi cac ban hang cung ng, khi nhng hang hoa ma khach hang mua thuoc loai co mc o chuyen biet hoa thap. (3) Nha cung cap: Nha cung cap co the khang nh quyen lc cua ho bang cach e doa tang gia hoac giam chat lng san pham, dch vu cung ng. Nha cung cap se co u the neu ho co cac ieu kien sau: khi ch co mot so lng nho cac nha cung cap ban cho mot lng ln ngi mua trong mot nganh, khi san pham thay the khong co san, khi hang hoa hay dch vu cua nha cung cap thuoc loai thiet yeu va co mc o chuyen biet hoa cao, khi nha cung cap a ra tn hieu de doa ang tin cay la se hoi nhap ve pha trc. (4) oi thu tiem an: oi thu mi tham gia trong nganh co the la yeu to lam giam li nhuan do ho a vao khai thac cac nang lc san xuat mi, vi mong muon gianh c th phan va cac nguon lc can thiet. Do o, viec bao ve v tr trong canh tranh cua doanh nghiep bao gom viec duy tr hang rao hp phap ngan can s xam nhap t ben ngoai. Nhng rao can chu yeu la: li the do san xuat tren quy mo ln, a dang hoa san pham, s oi hoi co nguon tai chnh ln, chi ph chuyen oi mat hang cao, kha nang han che trong viec xam nhap cac kenh tieu thu vng vang va u the ve gia thanh ma oi thu canh tranh khong tao ra c. (5) Hang (san pham) thay the: Nhng san pham thay the lam giam mc li nhuan tiem an cua nganh bang cach ap at mot mc tran oi vi mc gia ma cac cong ty trong nganh co the a ra trong pham vi thu c li nhuan. Nhng san pham thay the ang c quan tam nhat la: nhng san pham nam trong xu hng co the canh tranh gia ca vi san pham ang b canh tranh; nhng nganh nghe ang co li nhuan cao, cac san pham thay the tham gia th trng o at se lam gia tang s canh tranh trong nganh va tao nen s sut giam gia hay cai thien chat lng. 1.4.2. Phan tch moi trng noi bo cua doanh nghiep
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Trang 19 Phan tch moi trng noi bo cua doanh nghiep la c s giup doanh nghiep biet ro iem manh, iem yeu cua mnh so vi oi thu canh tranh; ong thi giup cac nha quan tr biet c kha nang nam bat li the canh tranh trong tng thi ky. Cac yeu to noi bo chc nang nh nhan s, tai chnh, marketing, hoat ong quan tr, he thong thong tin. 1.4.2.1. Nhan s: Trong moi trng kinh doanh luon bien ong nh hien nay, nhan s cua doanh nghiep co vai tro rat quan trong trong qua trnh thc hien cac chien lc, quyet nh s thanh bai cua doanh nghiep. Neu chien lc a ra co ung an, ay trien vong, va kha thi nhng con ngi trong to chc khong u nang lc e thc hien th chien lc a ra o cung khong hieu qua. Chc nang chnh cua nhan s nh viec tuyen mo, huan luyen, s dung, ai ngo, anh gia, khuyen khch ong vien, va sa thai. 1.4.2.2. Tai chnh: ieu kien tai chnh thng c xem la phng phap anh gia v the canh tranh tot nhat cua cong ty va la ieu kien thu hut nhat oi vi cac nha au t. e hnh thanh hieu qua cac chien lc can xac nh nhng iem manh va iem yeu ve tai chnh cua doanh nghiep. No c the hien qua viec phan tch mot so ch tieu tai chnh c ban nh kha nang thanh toan, c cau tai san, c cau von, ty suat sinh li ieu nay se lam cho viec xay dng chien lc cua cong ty tr nen kha thi hn. 1.4.2.3. Marketing: Nghien cu marketing e nhan dien cac c hoi th trng, phan khuc th trng, la chon th trng muc tieu va nh v th trng; ong thi phan tch khach hang va cac yeu to co lien quan e hnh thanh cac chien lc marketing nh hng khach hang va marketing canh tranh . Thong qua hoat ong marketing doanh nghiep thiet ke, to chc thc hien va kiem tra cac chien lc san pham, gia ca, mang li phan phoi va xuc tien ban hang. Hieu ro cac hoat ong marketing, nha quan tr se xac nh cu the cac nhiem vu cua chc nang nay, nhng cong viec can thc hien trong tng thi ky.
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Trang 20 1.4.2.4. Hoat ong quan tr: Quan tr bao gom 4 chc nang c ban nh hoach nh, to chc, lanh ao va kiem soat. - Hoach nh: bao gom tat ca cac hoat ong quan tr lien quan en viec chuan b cho tng lai. Cu the la d oan, thiet lap muc tieu, e ra cac chien lc, phat trien cac chnh sach, hnh thanh cac ke hoach. - To chc: bao gom tat ca cac hoat ong quan tr tao ra c cau cua moi quan he gia quyen han va trach nhiem. Cu the la thiet ke to chc, chuyen mon hoa cong viec, mo ta cong viec, chi tiet hoa cong viec, m rong kiem soat, thong nhat menh lenh, phoi hp sap xep, thiet ke cong viec, va phan tch cong viec. - Lanh ao: gom nhng no lc nham nh hng hoat ong cua con ngi, cu the la lanh ao, lien lac, cac nhom lam viec chung, thay oi cac hoat ong, uy quyen, nang cao chat lng cong viec, thoa man cong viec, thoa man nhu cau, thay oi to chc, tinh than cua nhan vien, va tinh than quan ly. - Kiem soat: Lien quan en tat ca cac hoat ong quan ly nham am bao cho ket qua thc te phu hp, nhat quan vi ket qua a c hoach nh. Nhng hoat ong chu yeu: kiem tra chat lng, kiem soat tai chnh, ban hang, hang ton kho, chi ph, phan tch nhng thay oi, thng phat. 1.4.2.5. He thong thong tin: Thong tin lien ket tat ca cac chc nang trong kinh doanh vi nhau va cung cap c s cho tat ca cac quyet nh quan tr. No la nen tang cua tat ca cac to chc. Thong tin bieu hien nhng bat li hay li the canh tranh chu yeu. anh gia iem manh va iem yeu ve cac he thong thong tin ben trong cua cong ty la kha canh quan trong cua viec thc hien cuoc kiem soat noi bo. He thong thong tin la nguon chien lc quan trong, theo doi cac thay oi cua moi trng, nhan ra nhng moi e doa trong canh tranh, va ho tr cho viec thc hien, anh gia va kiem soat chien lc. 1.5. Cac cong cu e hoach nh va la chon chien lc
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Trang 21 1.5.1.Cac cong cu e hoach nh chien lc Trong luan van nay, xuat phat t tnh hnh thc te kinh doanh tai Nguyen Kim, cac cong cu phu hp e hoach ch chien lc cho Nguyen Kim nh sau: 1.5.1.1. Ma tran anh gia cac yeu to noi bo (IFE) Ma tran anh gia cac yeu to noi bo (IFE) la cong cu c s dung e tom tat va anh gia nhng mat manh va mat yeu quan trong cua cac bo phan kinh doanh chc nang, va no cung cung cap c s e xac nh va anh gia moi quan he gia cac bo phan nay. Theo Fred R. David, ma tran IFE co the c phat trien theo 5 bc: - Bc 1: Liet ke cac yeu to nh a c xac nh trong qui trnh phan tch noi bo. S dung t 10 en 20 yeu to ben trong, bao gom ca nhng iem manh va iem yeu. - Bc 2: An nh tam quan trong bang cach phan loai t 0,0 (khong quan trong), ti 1,0 (quan trong nhat) cho moi yeu to. Tam quan trong c an nh cho moi yeu to nhat nh cho thay tam quan trong tng oi cua yeu to o oi vi s thanh cong cua cong ty trong nganh. Tong cong cua tat ca cac mc o quan trong nay phai bang 1,0. - Bc 3: Phan loai t 1 en 4 cho moi yeu to, ai dien cho iem yeu ln nhat (phan loai bang 1), iem yeu nho nhat (phan loai bang 2), iem manh nho nhat (phan loai bang 3), hay iem manh ln nhat (phan loai bang 4). Nh vay s phan loai nay da tren c s cong ty, trong khi mc o quan trong bc 2 da tren c s nganh. - Bc 4: Nhan moi mc o quan trong cua moi yeu to vi loai cua no e xac nh so iem quan trong cho moi bien so (bc 4= bc 2 x bc 3). - Bc 5: Cong tat ca so iem quan trong cho moi bien so e xac nh so iem quan trong tong cong cua to chc.
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Trang 22 Bat ke ma tran IFE co bao nhieu yeu to, so iem quan trong tong cong co the c phan loai thap nhat la 1,0 cho en cao nhat la 4,0 va so iem trung bnh la 2,5. So iem quan trong tong cong thap hn 2,5 cho thay cong ty yeu ve noi bo va so iem cao hn 2,5 cho thay cong ty manh ve noi bo. 1.5.1.2. Ma tran anh gia cac yeu to ben ngoai (EFE) Ma tran anh gia cac yeu to ben ngoai (EFE) cho phep tom tat va anh gia cac thong tin kinh te, xa hoi, van hoa, nhan khau, a ly, chnh tr, chnh phu, luat phap, cong nghe va canh tranh. Theo Fred R. David, viec phat trien mot ma tran EFE gom 5 bc: - Bc 1: Lap danh muc cac yeu to co vai tro quyet nh oi vi s thanh cong nh a nhan dien trong qua trnh kiem tra cac yeu to t ben ngoai. S dung t 10 en 20 yeu to bao gom ca nhng c hoi va moi e doa anh hng en cong ty va nganh kinh doanh cua cong ty. - Bc 2: Phan loai tam quan trong t 0,0 (khong quan trong) en 1,0 (rat quan trong) cho moi yeu to. S phan loai nay cho thay tam quan trong tng ng cua yeu to o oi vi s thanh cong trong nganh kinh doanh cua cong ty. Mc phan loai thch hp co the c xac nh bang cach so sanh nhng nha canh tranh thanh cong vi nhng nha canh tranh khong thanh cong hoac bang cach thao luan ve yeu to nay va at c s nhat tr cua nhom. Tong so cac mc phan loai c an nh cho cac yeu to nay phai bang 1,0. - Bc 3: Phan loai t 1 en 4 cho moi yeu to quyet nh s thanh cong e cho thay cach thc ma cac chien lc hien tai cua cong ty phan ng vi yeu to nay, trong do 4 la phan ng tot, 3 la phan ng tren trung bnh, 2 la phan ng trung bnh va 1 la phan ng t. Cac mc nay da tren hieu qua cua chien lc cong ty. Nh vay, s phan loai nay da tren cong ty.
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Trang 23 - Bc 4: Nhan tam quan trong cua moi bien so vi loai cua no e xac nh so iem ve tam quan trong (bc 4= bc 2 x bc 3). - Bc 5: Cong tong so iem ve tam quan trong cho moi bien so e xac nh so iem quan trong cho to chc. Bat ke so cac c hoi chu yeu va moi e doa c bao gom trong ma tran EFE, tong so iem quan trong cao nhat ma mot to chc co the co la 4,0 va thap nhat la 1,0. Tong so iem quan trong trung bnh la 2,5. Tong so iem quan trong la 4 cho thay rang to chc ang phan ng rat tot vi cac c hoi va moi e doa hien tai trong moi trng cua ho. Tong so iem quan trong la 1 cho thay nhng chien lc ma cong ty e ra khong tan dung c cac c hoi hoac tranh c cac e doa ben ngoai. 1.5.1.3. Ma tran hnh anh canh tranh Ma tran hnh anh canh tranh nhan dien nhng nha canh tranh chu yeu cung nhng u the va khuyet iem ac biet cua ho. Ma tran hnh anh canh tranh la s m rong cua ma tran EFE trong trng hp cac mc o quan trong, phan loai va tong so iem quan trong co cung y ngha. Tong so iem c anh gia cua cong ty oi thu canh tranh c so sanh vi cong ty mau. Cac mc phan loai ac biet cua nhng cong ty oi thu canh tranh co the c em so sanh vi cac mc phan loai cua cong ty mau. Viec phan tch so sanh nay cung cap cac thong tin chien lc quan trong. 1.5.1.4. Ma tran iem manh - iem yeu - c hoi - e doa (SWOT) Ma tran SWOT la cong cu ket hp quan trong giup cho cac nha quan tr phat trien bon loai chien lc sau: - Cac chien lc iem manh c hoi (SO). - Cac chien lc iem yeu c hoi (WO). - Cac chien lc iem manh e doa (ST). - Cac chien lc iem yeu e doa (WT).
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Trang 24 Theo PGS. TS. Nguyen Th Lien Diep va Th.S. Pham Van Nam, e lap mot ma tran SWOT phai trai qua 8 bc: - Bc 1: Liet ke cac iem manh chu yeu ben trong cong ty. - Bc 2: Liet ke cac iem yeu ben trong cong ty. - Bc 3: Liet ke cac c hoi ln ben ngoai cong ty. - Bc 4: Liet ke cac moi e doa quan trong ben ngoai cong ty. - Bc 5: Ket hp iem manh ben trong vi cac c hoi ben ngoai va ghi ket qua cua chien lc SO vao o thch hp. - Bc 6: Ket hp nhng iem yeu ben trong vi nhng c hoi ben ngoai va ghi ket qua cua chien lc WO vao o thch hp. - Bc 7: Ket hp iem manh ben trong vi moi e doa ben ngoai va ghi ket qua cua chien lc ST vao o thch hp. - Bc 8: Ket hp iem yeu ben trong vi e doa ben ngoai va ghi ket qua cua chien lc WT vao o thch hp. 1.5.2. Cong cu la chon chien lc. Ta s dung ma tran hoach nh chien lc co the nh lng (QSPM) Theo Fred R. David, ma tran QSPM s dung cac thong tin au vao t cac ma tran IFE, ma tran EFE, ma tran hnh anh canh tranh va ma tran SWOT. Sau bc can thiet e phat trien ma tran QSPM: - Bc 1: Liet ke cac c hoi/e doa ben ngoai va cac iem manh/iem yeu quan trong ben trong cot trai cua ma tran QSPM. Cac thong tin nay c lay trc tiep t ma tran IFE va ma tran EFE. Ma tran QSPM nen bao gom toi thieu 10 yeu to quan trong ben trong va 10 yeu to thanh cong quan trong ben ngoai. - Bc 2: Phan loai cho moi yeu to thanh cong quan trong ben trong va ben ngoai. S phan loai nay cung y nh trong ma tran IFE va ma tran EFE.
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Trang 25 - Bc 3: Xac nh cac chien lc co the thay the ma to chc nen xem xet thc hien. Ghi lai cac chien lc nay tren hang au tien cua ma tran QSPM. Tap hp cac chien lc thanh cac nhom rieng biet nhau neu co the. - Bc 4: Xac nh so iem hap dan cua moi chien lc (AS). So iem hap dan c phan cho moi chien lc e bieu th tnh hap dan tng oi cua moi chien lc so vi cac chien lc khac. So iem hap dan c phan t 1 = khong hap dan, 2 = co hap dan oi chut, 3 = kha hap dan, va 4 = rat hap dan. Neu cac yeu to thanh cong quan trong nay khong co anh hng oi vi s la chon cac chien lc th khong cham iem hap dan cac chien lc trong nhom chien lc nay. - Bc 5: Tnh tong so iem hap dan (TAS). Tong so iem hap dan la ket qua cua viec nhan so iem phan loai (bc 2) vi so iem hap dan (bc 4) trong moi hang. - Bc 6: Tnh tong cong cua tong so iem hap dan. o la phep cong cua tong so iem hap dan trong cot chien lc cua ma tran QSPM. Xet ve tat ca cac yeu to ben trong va ben ngoai thch hp co the anh hng en cac chien lc th so iem hap dan cang cao bieu th chien lc cang hap dan.
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Trang 26 CHNG 2: PHAN TCH MOI TRNG BEN NGOAI ANH HNG EN HOAT ONG KINH DOANH CUA TRUNG TAM MUA SAM SAI GON NGUYEN KIM 2.1. Moi trng tong quat 2.1.1. Moi trng kinh te Kinh te Viet Nam ang tren giai oan tang trng nhanh va on nh. c the hien qua bang 2.1 sau: Bang 2.1: Mc tang trng GDP qua cac nam tai Viet Nam
Mc tan g trng GDP qua cac nam (%) 9.00 8.00 7.00 6.00 5.00 4.00 3.00 2.00 1.00 0.00 1998 1999 2000 2001 2002 2003 2004 2005 Nam 5.76 4.77 6.79 6.89 7.04 7.24 8.43
7.69
Nguon: Thi bao kinh te Viet Nam, kinh te 2005 2006. Nhan xet: Qua bang 2.1 ta thay, Viet Nam bc vao thi ky tang trng kinh te manh me va on nh. c the hien t nam 2000, tang trng kinh te a phuc hoi tr lai, lien tuc at toc o nam sau cao hn nam trc: nam 2000 tang 6,79%, nam 2001 tang 6,89%, nam 2002 tang 7,04%, nam 2003 tang 7,24%, nam 2004 tang 7,69% va nam 2005 tang 8,04%. Nh tang trng kinh te at cao nen toc o tang trng bnh quan nam trong giai oan 2001 2005 at 7,5%, cao hn mc 7% trong thi ky 1996 2000. Do o, ay la ieu kien thuan li e doanh nghiep Viet Nam noi chung va Nguyen Kim noi rieng yen tam au t vao hoat ong san xuat kinh doanh.
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Trang 27 2.1.2. Moi trng chnh tr, phap luat Viet Nam c the gii anh gia la nc co tnh hnh chnh tr on nh tng oi cao. Mat khac, cuoi thang 06/2006 viec Quoc hoi Viet Nam la chon the he lanh ao mi, c cac bao Nhat Ban co nhng nhan xet tch cc. Cu the, Bao Nihon Keizai nhan xet tan Chu tch nc Nguyen Minh Triet va tan Thu tng Nguyen Tan Dung eu la nhng ngi cai cach va cung xuat than t mien Nam. Bao Yomiuri cho rang viec la chon ngi co t tng cai cach Nguyen Minh Triet va ngi thuoc the he lanh ao mi Nguyen Tan Dung the hien quyet tam cua Viet Nam trong viec cai thien v the trong cong ong quoc te thong qua con ng phat trien kinh te (Nguon: Bao Tuoi Tre, ngay 29/6/06). Trong nhng nam va qua Viet Nam a ban hanh nhieu van ban, luat cung nh thong t, ngh nh a tao nen mot cach c ban hanh lang phap ly cho hoat ong kinh doanh. ac biet la Luat canh tranh va Luat thng mai. Viet Nam ang tng bc ni long chnh sach bao ho mau dch thong qua lch trnh cat giam thue quan khi gia nhap vao khu vc mau dch t do ASEAN (AFTA), va chuan b gia nhap to chc thng mai the gii (WTO). Theo lo trnh AFTA, t ngay 01/01/2006 th thue nhap khau oi vi cac mat hang ien t ch con 0 5% ieu nay cho thay Nguyen Kim se co c hoi e tiep can trc tiep cac hang hoa t cac nc ASEAN nham phuc vu khach hang ngay mot tot hn. Tom gon, tnh hnh chnh tr tai Viet Nam c the gii anh gia la kha on nh, cung nh trong thi gian qua Viet Nam a co nhng cai cach ve luat phap nham cai thien moi trng au t, tao ra nhng ieu kien thuan li cho Nguyen Kim cung nh cac doanh nghiep khac yen tam au t vao hoat ong kinh doanh. 2.1.3. Moi trng t nhien V tr a ly va s dung at ai tai TP.HCM co v tr a ly rat thuan tien ac biet la d bao quy hoach s dung at. at nong nghiep giam chuyen sang at xay dng, giao thong va khu dan c. at xay dng tang e phat trien cac khu cong nghiep
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Trang 28 tap trung, cac khu hanh chnh, khu van hoa, giao duc ao tao, y te, van hoa, the thao, an dng, ch, cong vien xanh . Cac chuyen vien a d bao ieu chnh hoat ong quy hoach nganh thng nghiep tren cac quan iem nh thc hien nep song van minh thng nghiep, u tien phat trien trung tam thng mai, sieu th tren a ban TP.HCM thay dan cac ch hien tai (Nguon: Th.S Nguyen nh Chnh). Trung tam mua sam sai gon Nguyen Kim toa lac ngay tai Trung tam TP.HCM, ay la ieu thuan li cho Nguyen Kim trong viec thu hut khach hang khong ch t TP.HCM ma con t cac tnh lan can nh ong Nai, Bnh Dng, Bnh Phc, Vung Tau. Trong nhng nam ti thien tai se anh hng ln en moi quoc gia, theo xu hng ngay cang xau i se tac ong en kha nang tieu dung cua ngi dan v s thiet hai kinh te se tac ong en sc mua. Va ac biet la dao ong do ong at xay ra tai TP.HCM ngay 8/11/05 a lam rung chuyen nhieu cong trnh xay dng khu vc TP.HCM (Nguon: Bao Tuoi Tre). Va ieu nay cung anh hng en khong tot en sc mua cua ngi dan trong TP.HCM. 2.1.4. Moi trng xa hoi, dan c Moi trng xa hoi, dan c anh hng en hoat ong cua cong ty, cac to chc thuoc nhieu nganh trong nen kinh te co the tao ra c hoi va nguy c trong qua trnh hoat ong kinh doanh. GDP bnh quan au ngi (USD) cung lien tuc tang qua cac nam c the hien qua bang 2.2: Bang 2.2: GDP bnh quan au ngi (USD) giai oan 20012005 tai Viet Nam
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Trang 29
GDP bnh quan au ngi (USD) giai oan 2001 - 2005 700.0 600.0 500.0 400.0 300.0 200.0 100.0 0.0 2001 2002 2003 Nam 2004 2005 412.9 440.0 491.0 637.3
556.3
Nguon: Thi bao kinh te Viet Nam, kinh te 2005 2006 Nhan xet: Qua bang 2.2 tren ta thay GDP bnh quan au ngi tai Viet Nam lien tuc tang qua cac nam, t 412,9 USD nam 2001 tang len 637,3 USD nam 2005. ieu nay, chng to la mc song cua ngi dan ngay cang c cai thien. Do o, ngi dan co the chi tieu nhieu hn cho cac nhu cau cua mnh. Theo thi bao kinh te Viet Nam th ty le that nghiep thanh th giam lien tuc qua cac nam t 1998 2005. Cu the, t 6,9% nam 1998 xuong 5,6% nam 2004 va nam 2005 giam con 5,3%. Theo cong ty nghien cu th trng GFK Viet Nam, cong bo cac ch so nghien cu ve th trng ban le cac mat hang tieu dung ien t va cong nghe thong tin (CNTT) nam 2006. Theo o, doanh so cua th trng nay tang 26,1% so vi nam ngoai. Dan au la mat hang ien thoai di ong vi doanh so 876,5 trieu o la My, tang 40,3% so vi nam 2005; nhom cac san pham cong nghe thong tin 440,7 trieu o la My, tang 33,2%; mat hang ien t gia dung at 636,4 trieu o la My, tang 20,1% va o ien t c at 429,3 trieu o la My, ch tang khoang 6,8%. GFK cung c tnh nam 2006, moi ngi dan Viet Nam chi 28,1 o la My e mua cac san pham nay (nam 2005 va 2004 lan lt la 22,6 va 14,2 o la My). Ngoai Tivi mau c ngi dan s dung nhieu (75% dan so), cac san pham khac co ty le s dung kha thap, ch 1% dan so s dung may hut bui, 4% s dung may lanh va 10% s dung may giat.
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Trang 30 Cung theo GFK Viet Nam d oan, th trng ban le cac san pham e cap tren tiep tuc tang trng kha quan trong nam 2007, c at 3 t o la My (Nguon: Thi bao kinh te Sai Gon, so 36, ngay 31/08/2006). Mot cuoc khao sat cua Cau lac bo Hang Viet Nam, chat lng cao nam 2005 cho thay, mc chi tieu cua ngi tieu dung nam 2006 cao hn nam 2005, khu vc ngi co thu nhap t 1 trieu ong/thang tr len co mc chi tieu tang cao nhat vi 34% (nam 2005 tang 18,46%), (Nguon: Bao ien t Thi bao kinh te Viet Nam). Tom gon, GDP bnh quan au ngi tai Viet Nam lien tuc tang qua cac nam, ty le that nghiep giam trong nhng nam gan ay cung nh GFK d bao ve th trng ban le hang ien t tang 26,1% nam 2006. Cung theo theo GFK th chi tieu cua ngi dan oi vi cac san pham hang ien t trong nam 2006 cung tang hn so vi 2005 va 2004. ay la mot thuan li oi vi Nguyen Kim trong viec m rong quy mo kinh doanh (Ngay 16/09/06 Nguyen Kim tai khai trng Trung tam sau sau thang xay dng m rong dien tch kinh doanh t 2000 len 5000 met vuong. Cong trnh co von au t len en 20 t ong. Nguon: Thi bao kinh te Sai Gon, so 39, ngay 21/09/06), gia tang chat lng dch vu, va s an tam cua khach hang sau khi mua hang nham thu hut mot so lng ln khach hang en tham quan, mua sam ngay cang tang trong thi gian ti. 2.1.5. Moi trng cong nghe Trong nhng nam qua, s phat trien cua cong nghe oi vi nganh kim kh ien may ch co anh hng nhng nha cung cap hang hoa, oi vi cac Trung tam ien may th anh hng khong nhieu. Cu the, s phat trien cua cong nghe a tao ra nhng san pham mi, lam cho mot so san pham cu tr nen loi thi. S phat trien cua cong nghe tham ch a lam cho mot so nha san xuat phai bo mot so mau ma cu va thay the bang mau ma khac (chang han oi vi nganh ien may: tivi Panasonic 21W311 thay the bang 21W314 ).
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Trang 31 Cac trung tam ien may la nhng nha phan phoi hang hoa ch anh hng khi ma cac trung tam nay mua mot vai mau ma vi so lng ln ma cac mau ma nay khong kp ban het dan ti lng hang ton kho ln. Con oi vi nhng san pham khac th anh hng khong nhieu tr khi nha cung cap muon ban giam gia nhieu mot so mau ma e ban het lng hang ton kho ma khong san xuat mau ma o na. 2.2. Moi trng nganh 2.2.1. oi thu canh tranh Nhng nam gan ay, tai Viet Nam noi chung va TP.HCM noi rieng, vi s gia tang cua cac Trung tam mua sam (ien may) mi (trong cac lnh vc nh ien may, ien lanh, ien gia dung, ky thuat so, ien thoai di ong ) nh Trung tam ien may Ideas, Phan Khang, Loc Le a lam cho moi trng kinh doanh trong lnh vc hang kim kh ien may ngay cang quyet liet hn. Nguyen Kim nam trong moi trng kinh doanh tren va phai canh tranh vi nhieu oi thu. e anh gia oi thu canh tranh, ta dung ma tran hnh anh canh tranh, c anh gia thong qua cac nhom tieu ch sau: (1) Thai o phuc vu cua nhan vien. (2) Hang hoa. (3) Trng bay hang hoa. (4) Thanh toan. (5) Dch vu sau ban hang. (6) Gia ca. (7) Chng trnh khuyen mai. (8) Thng hieu. (9) Mc o hai long. (10) V tr kinh doanh (11) So lng trung tam chi nhanh
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Trang 32 Trong 11 nhom tieu ch tren: t nhom tieu ch (1) en (9) ngi viet tien hanh khao sat nhan thc cua ngi tieu dung ve mot so van e lien quan en viec mua sam tai cac trung tam ien may trong TP.HCM (Nguyen Kim; Thien Hoa; Ch Ln; Khac: Gia Thanh, Tran The, Ideas, Phan Khang, Loc Le ). Xem bang cau hoi phu luc 6. Con nhom tieu ch (10) va (11) c anh gia qua khao sat thc te tai th trng, mot so thong tin t cac bao va c anh gia tren quan iem rieng cua ngi viet. * Bang cau hoi va thang o s dung: oi tng khao sat la nhng khach hang tai TP.HCM va a tng mua sam tai cac trung tam ien may tren. So khach hang khao sat th ve cac van e lien quan en viec mua sam tai cac trung tam ien may la 5 ngi. Sau o c hieu chnh va lay lam bang cau hoi chnh thc, xem phu luc 6. Trong bang cau hoi co 35 tieu ch va c chia lam 11 nhom tieu ch, xem phu luc 7. Trong bang cau hoi nay cha co x ly d lieu qua phan tch nhan to va phan tch One-way Anova e chon chnh thc la 9 nhom tieu ch nh a e cap tren. Vi bang cau hoi thang o 5 iem c s dung e the hien cac mc o ong y cua khach hang: 1=Hoan toan khong ong y; 2=Khong ong y; 3=t ong y; 4=ong y; 5=Hoan toan ong y. * Mo ta mau: Tong so mau khao sat la 30 ngi. Tong so ngi c hoi bang cau hoi la 50 ngi, so ngi tra li la 30 ngi chiem 60%. * Mo ta mau theo o tuoi: o tuoi c chia lam 4 nhom o la t 18-25: chiem 6,9%; t 26-35: chiem 43,1%; t 36-45: chiem 18,6% va t 46-55: chiem 31,4%. Xem phu luc 8: mo ta mau theo o tuoi. * X ly d lieu: S dung phan mem SPSS. D lieu ket qua cua bang cau hoi c x ly nh sau:
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Trang 33 - Tien hanh phan tch nhan to (Factor Analysis) e xac nh cac nhan to quan trong ma khach hang yeu cau. Thong qua viec phan tch ma tran nhan to sau khi xoay (Rotated Component Matrix) se cho thay chung c sap xep hp ly thanh nhng nhom tieu ch nh the nao. Nhng tieu ch nao trong 35 tieu ch khong co moi lien he chat che se b loai bo. Qua ket qua phan tch nhan to ta thay ch con lai 9 nhom yeu to that s co lien he chat che va gom 26 tieu ch, xem phu luc 9. Do o, ta at lai ten 9 nhom tieu ch nay lam c s cho viec phan tch cac phan sau. Viec at lai ten 9 nhom tieu ch nay, xem phu luc 10. - Ta tien hanh phan tch o tin cay (Cronbach Alpha) cua 9 nhom tieu ch nay e xem ket qua nhan c ang tin cay mc o nao. Ket qua phan tch o tin cay ta thay o tin cay at yeu cau v co Cronbach Alpha > 0.7, xem phu luc 11. - Phan tch phng sai mot yeu to (One-way Anova) e so sanh s khac biet ve 9 nhom tieu ch gia cac trung tam ien may tai TP.HCM (Nguyen Kim, Thien Hoa, Ch Ln va Khac). Ket qua phan tch One-way Anova, xem phu luc 12. Qua phu luc 12 ta thay mc y ngha quan sat Sig. < 0,01. Do o, ta thay s khac biet ve 9 nhom tieu ch gia cac trung tam ien may tai TP.HCM la co y ngha. Qua khao sat nhan thc cua khach hang ve mot so van e lien quan en viec mua sam tai mot so trung tam ien may hien nay trong TP.HCM, ta thay Nguyen Kim la trung tam dan au th trng ve hang kim kh ien may, ke en la Thien Hoa, Ch Ln, cac trung tam ien may khac nh Phan Khang, Loc Le, Ideas, Tran The , xem phu luc 12. Sau ay, phan tch mot so oi thu canh tranh chu yeu cua Nguyen Kim tai TP.HCM la Thien Hoa, Ch Ln.
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Trang 34 Trung tam ien may Thien Hoa (Trung tam ien may va noi that Thien Hoa) Trung tam ien may Thien Hoa c thanh lap vao thang 10 nam 2001, toa lac
tren ng Cach Mang Thang 8, Quan 10, TP.HCM. Hien nay, Trung tam ien may Thien Hoa ap dung cac chien lc nh: chien lc xam nhap th trng (tuy nhien, nhng chien lc marketing cua Thien Hoa a ra eu la chien lc theo sau Nguyen Kim), chien lc phat trien th trng (hien Thien Hoa a m c mot Trung tam ien may th 2 ng Trng Chinh, Quan 12, TP.HCM, chien lc a dang hoa hoat ong ong tam (Thien Hoa a m them nganh noi that trong Trung tam cua mnh). Trung tam ien may Thien Hoa co nhng iem manh va iem yeu sau: Cac iem manh: + Mo hnh kinh doanh: Theo sat mo hnh kinh doanh Nguyen Kim. + Marketing: Thc hien chien lc theo sau Nguyen Kim. ay la iem manh cua Thien Hoa v khong the thc hien canh tranh mot cach trc dien vi Nguyen Kim. Khi Nguyen Kim tung ra chng trnh khuyen mai mi nao th Thien Hoa tung ra ngay sau o nham keo mot lng khach hang t Nguyen Kim en Thien Hoa. Neu lam tot chng trnh nay tc la chng trnh khuyen mai hap dan hn Nguyen Kim th Nguyen Kim se mat mot lng khach hang ang ke. Tuy nhien, cho en thi iem hien nay cac chng trnh khuyen mai cua Nguyen Kim tung ra eu kha thanh cong. Do o Thien Hoa van cha theo kp Nguyen Kim. Qua khao sat nhan thc cua khach hang ve chng trnh khuyen mai oi vi cac trung tam ien may vi thang iem 5 th Nguyen Kim co iem trung bnh: 4,70; con Thien Hoa ch co iem trung bnh: 4,17 (xem phu luc 12). Cu the, khi Nguyen Kim tung ta chng trnh khuyen mai Nguyen Kim Mng 30 nam thong nhat at nc: 30/04/1975 30/04/2005 th Thien Hoa cung tung ra chng trnh khuyen mai tng t. Ket qua la Thien Hoa cung thu hut c mot lng khach ang ke. Hay Nguyen Kim tung ra chng trnh khuyen mai Chien dch mua sam hieu qua vao ngay 8, 9, 10 thang 12 nam 2005 th ngay mot
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Trang 35 tuan sau th Thien Hoa cung tung ra chng trnh khac keo dai 1 tuan. Nhng chng trnh nay cung co anh hng en Nguyen Kim trong viec thu hut khach hang en tham quan va mua sam nhng van cha u manh e co the lam suy yeu hnh anh Nguyen Kim oi vi ngi tieu dung. + So lng Trung tam chi nhanh: a co 2 Trung tam ien may tai TP.HCM. + Thng hieu: Do theo sat mo hnh kinh doanh Nguyen Kim va cac chng trnh khuyen mai theo sau Nguyen Kim cho nen trong cac Trung tam ien may tai TP.HCM, thng hieu Thien Hoa c ngi tieu dung biet en ch sau Nguyen Kim. ieu nay, c the hien qua phan tch One-way Anova, ve phan tch thng hieu c khao sat t ngi tieu dung vi thang iem 5 th thng hieu Nguyen Kim co iem trung bnh la 4,91 con Thien Hoa ch co 4,23 (xem phu luc 12). Cac iem yeu: + Thai o phuc vu cua nhan vien: Qua khao sat nhan thc cua khach hang ve thai o phuc cua nhan vien vi thang iem 5 th Nguyen Kim co iem trung bnh la 4,71; con Thien Hoa ch co iem trung bnh la 4,02 (xem phu luc 12). Dng nh khi khach bc vao Thien Hoa th khach hang khong c chao on mot cach nhiet tnh, nhan vien khong quan tam en khach hang va khong chu ong t van san pham cho khach hang khi tham quan hoac mua sam. Cu the, khach vao tham quan, mua sam khi co nhu cau mua hoac can t van ve hang hoa th khong thay nhan vien, khach hang phai tm nhan vien e hoi hang hoa. + Trng bay hang hoa: Thien Hoa trng bay hang hoa khong de nhn thay chung loai hang hoa, khong de tm kiem, trng bay khong ep mat. Qua khao sat nhan thc cua khach hang ve trng bay hang hoa vi thang iem 5 th Nguyen Kim co iem trung bnh la 4,38; con Thien Hoa co iem trung bnh la 3,89. + Gia niem yet khong thc te: Trong cac chng trnh khuyen mai Thien Hoa thng nang gia hang hoa len so vi thc te roi tung ra chng trnh giam gia nhng
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Trang 36 thc te gia th trng bang vi gia cua chng trnh khuyen mai. Cu the trong chng trnh tai tr trc tiep mua sam hang chnh hang giam 25% dien t ngay 15 22 thang 12 nam 2005. Gia ban le theo hang oi vi au Tivi Toshiba 21JZ7 la 3.100.000 ong Thien Hoa t nang gia len 3.850.000 ong roi giam gia 25% con 3.100.000 ong, hay au DVD Sony 51P gia hang la 1.290.000 ong Thien Hoa t nang len 1.615.000 ong roi giam 25% con 1.290.000 ong, viec nang gia la co nhng chiem so lng khong nhieu. Do o, qua khao sat nhan thc cua khach hang ve gia ca (co nien yet gia va ban ung gia nien yet) vi thang iem 5 th Thien Hoa ch sau Nguyen Kim, xem phu luc 12. + ng dung he thong vi tnh hoa: Hien Thien Hoa, la Trung tam cha co trang web (trang web ang trong qua trnh xay dng) gii thieu ve Trung tam va cac phng thc ban hang qua mang . + Thanh toan: Qua khao sat nhan thc cua khach hang ve thanh toan theo thang iem 5 th viec thanh toan tai Thien Hoa co iem trung bnh la 4 ch sau Nguyen Kim: 4,35. + Mc o long trung thanh: Qua khao sat nhan thc cua khach hang ve mc o long trung thanh theo thang iem 5 th Thien Hoa co iem trung bnh la 4,02 cung ch ng th 2 sau Nguyen Kim: 4,89. Trung tam ien may Ch Ln (Sieu th ien may Ch Ln) Trung tam ien may Ch Ln hoat ong vao thang 01 nam 1999, trc thuoc Cong ty dch vu du lch Ch Ln. Tru s chnh tai Chung c Hung Vng, Quan 5, TP.HCM (Nga t: Nguyen Trai Tan a). Trung tam hien ang ap dung cac chien lc nh chien lc phat trien th trng (Trung tam ien may Ch Ln hien co 6 Trung tam ien may trong o co 3 Trung tam tai TP.HCM, 1 tai Thanh pho Can Th, 1 tai Th xa Rach Gia va 1 tai Thanh pho My Tho Tien Giang. Nhng chu lc chnh van la Tru s chnh tai TP.HCM), chien lc xam nhap th trng va chien lc a
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Trang 37 dang hoa ong tam (Trung tam a kinh doanh them vao nhng nganh hang mi nh noi that va vi tnh). Trung tam ien may Ch Ln co nhng iem manh va nhng iem yeu sau: - Cac iem manh: + Hang hoa: Phong phu, a dang. Qua khao sat nhan thc cua khach hang ve hang hoa vi thang iem 5 th Ch Ln ng th 3 vi iem trung bnh la 4,48; sau Nguyen Kim: 4,92, Thien Hoa: 4,48. Xem phu luc 12. + Trng bay hang hoa: c trng bay theo tng thng hieu, khong gian trng bay thoang. Tuy nhien, qua khao sat nhan thc cua khach hang ve trng bay hang hoa th Ch Ln van ng sau Nguyen Kim va Thien Hoa. + Gia ca: Thc hien chnh sach gia re nhng oi vi ngi tieu dung th gia ca tai Ch Ln van cao hn Nguyen Kim va Thien Hoa (xem phu luc 12). + So lng Trung tam ch nhanh: Hien co 6 Trung tam ien may va la Trung tam ien may hien nay co so lng chi nhanh nhieu nhat tai TP.HCM. ieu nay chng to kha nang tai chnh hien nay la kha manh. + Thng hieu: Trung tam ien may Ch Ln la mot thng hieu manh. Nhng qua khao sat th thng hieu Ch Ln ch ng th 3 sau Nguyen Kim va Thien Hoa. - Cac iem yeu: + Thai o phuc vu: Nhan vien tai Trung tam ien may Ch Ln thng khong quan tam nhieu en khach hang khi tham quan va mua sam. Cu the, khi khach co nhu cau mua hang th thng phai tm nhan vien ban hang v khong thay nhan vien ang au. Qua khao sat nhan thc cua khach hang ve thai o phuc vu cua nhan vien Ch Ln th Ch Ln ng th 3 sau Nguyen Kim va Thien Hoa. + Hang hoa: mot so san pham khong co xuat x ro rang. Do o, co mot so hang hoa khong the xuat hoa n cho khach hang c. ieu nay cung c the hien qua khao sat t khach hang ve hang hoa vi thang iem 5 th Ch Ln co iem trung
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Trang 38 bnh la 4,21 sau Nguyen Kim: 4,92; Thien Hoa: 4,48. Ch hn c cac trung tam ien may khac: 3,44. - Thanh toan: Qua khao sat t khach hang ve thanh toan th viec thanh toan tai Ch Ln chiem v tr th 3 sau Nguyen Kim va Thien Hoa. - Mc o long trung thanh: Ch Ln cung chiem v tr th 3 sau Nguyen Kim va Thien Hoa, xem phu luc 12. T s phan tch tren ve oi thu canh tranh va ket qua phan tch One-way Anova da tren s anh gia cua khach hang (xem phu luc 12), ta thiet lap Ma tran hnh anh canh tranh cua Nguyen Kim nh sau: Bang 2.3: Ma tran hnh anh canh tranh cua Nguyen Kim
Mc o quan trong 0.12 0.11 0.10 0.09 0.10 0.10 0.09 0.09 0.05 0.07 0.08 1.00 Nguyen Kim Hang iem 0.42 0.39 0.35 0.32 0.30 0.30 0.27 0.23 0.05 0.21 0.24 3.07 Thien Hoa Hang iem 0.42 0.35 0.32 0.29 0.28 0.25 0.23 0.23 0.10 0.20 0.16 2.82 Ch Ln Hang iem 0.36 0.33 0.30 0.27 0.25 0.23 0.23 0.18 0.13 0.18 0.16 2.61 Khac iem 0.30 0.31 0.28 0.23 0.23 0.20 0.23 0.18 0.05 0.15 0.14 2.30 Hang 2.5 2.8 2.8 2.5 2.3 2.0 2.5 2.0 1.0 2.2 1.8
TT
Cac yeu to thanh cong
1 2 3 4 5 6 7 8 9 10 11
Thng hieu Chng trnh khuyen mai Gia ca Hang hoa Thai o phuc vu cua nhan vien Trng bay hang hoa Dch vu sau ban hang V tr kinh doanh So lng trung tam chi nhanh Thanh toan Mc o long trung thanh Tong cong
3.5 3.5 3.5 3.5 3.0 3.0 3.0 2.5 1.0 3.0 3.0
3.5 3.2 3.2 3.2 2.8 2.5 2.5 2.5 2.0 2.8 2.0
3.0 3.0 3.0 3.0 2.5 2.3 2.5 2.0 2.5 2.5 2.0
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Trang 39 Nhan xet: Qua bang 2.3 cho thay Nguyen Kim co tong so iem quan trong cao nhat la 3,07 ln hn iem trung bnh la 2,5. T o cho thay Nguyen Kim co chien lc ng pho tot nhat oi vi cac yeu to co vai tro thiet yeu cho s thanh cong, ke en la Thien Hoa (2,82), Ch Ln (2,61), va sau cung la cac trung tam ien may khac (2,30). Do o, khi xay dng chien lc Nguyen Kim can khai thac iem manh cua mnh nh thng hieu, chng trnh khuyen mai, gia ca, thai o phuc vu cua nhan vien, hang hoa, trng bay hang hoa, dch vu sau ban hang, thanh toan, va mc o long trung thanh v Nguyen Kim ng pho tot hn oi thu canh tranh. Tuy nhien, Nguyen Kim ng pho kem hn oi thu canh tranh ve so lng trung tam chi nhanh hien nay. 2.2.2. Khach hang Nguyen Kim co 2 loai nhom khach hang o la khach hang tieu dung va khach hang cong ty. - Khach hang tieu dung: oi vi khach hang nay Nguyen Kim can phai xem xet mot so van e nh sau: + Trong 3 nam t 2003-2005: doanh so bnh quan chiem 92% tong doanh so ban hang tai Nguyen Kim (xem bang 3.2). + San pham tai cac Trung tam ien may hau nh khong co s khac biet v cac Trung tam ien may eu la nha phan phoi hang hoa t cac nha cung cap. + Tai TP.HCM co nhieu Trung tam ien may nh Nguyen Kim, Ch Ln, Thien Hoa, Gia Thanh . Do xac nh khach hang tieu dung co anh hng manh en s ton tai va phat trien Nguyen Kim. Cho nen, trong nhng ngay au thanh lap Trung tam Ban Giam oc Nguyen Kim cam ket cung cap dch vu tot nhat vi phng cham Tat ca v khach hang, tat ca cho khach hang (Can c chnh sach chat lng Nguyen Kim (xem phu luc 5)). Mat khac, trong thi gian qua Nguyen Kim a the hien c uy tn
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Trang 40 thng hieu cua mnh oi vi khach hang thong qua cac chng trnh khuyen mai hap dan, va i au trong viec tung ra cac chng trnh khuyen mai; thai o phuc vu cua nhan vien lam hai long khach hang; gia ca phu hp vi cam nhan cua khach hang; hang hoa phong phu, a dang; chat lng hang hoa la hang chnh hang; dch vu sau ban hang tot (xem phu luc 12). Va qua khao sat t khach hang ve mc o long trung thanh cua khach hang oi vi Nguyen Kim va cac trung tam ien may khac vi thang iem 5 th khach hang van chon Nguyen Kim la u tien so mot vi iem trung bnh kha cao la 4,89 khi co nhu cau mua sam, va cung san sang gii thieu Nguyen Kim cho ngi than, ban be khi ho co nhu cau mua sam; trong khi o Thien Hoa ch co 4,02; Ch Ln: 3,33; va trung tam ien may khac la 2,5 (xem phu luc 12). oi vi khach hang tieu dung, khi co nhu cau mua sam hang kim kh ien may th ngi tieu dung van u tien chon cac Trung tam ien may bi v theo ngi tieu dung viec mua sam tai cac Trung tam ien may lam cho ho cam thay yen tam hn (xem phu luc 3). Va qua khao sat nhan thc cua khach hang ve mot so van e lien quan en viec mua sam th Nguyen Kim la Trung tam ien may ap ng c nhu cau khach hang cao hn cac trung tam ien may khac (xem phu luc 12). Do o, khach hang tieu dung van chon Nguyen Kim khi co nhu cau tham quan hoac mua sam hang kim kh ien may. - Khach hang cong ty: Khach hang nay co mot so ac iem nh san pham tai cac trung tam ien may khong khac biet nhieu cung nh de dang thay oi nha cung cap (Nguyen Kim, Ch Ln, Gia Thanh ). Trong 3 nam t 2003-2005 doanh so ban hang cua khach hang nay chiem bnh quan 8% tren tong doanh so (xem bang 3.2) va Nguyen Kim la Trung tam duy nhat tai TP.HCM co chng trnh ky hp ong vi khach hang cong ty cung cap Phieu mua hang cho nhan vien (se phan tch sau trong phan phan tch noi bo Nguyen Kim). Tuy nhien, muc tieu cua Nguyen Kim oi
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Trang 41 vi khach hang nay la at hieu qua ve Marketing. Do o, nhom khach hang nay khong anh hng nhieu en doanh so ban hang tai Nguyen Kim. 2.2.3. Nha cung cap Hien nay, Nguyen Kim cam ket vi khach hang la ban hang chnh hang. Do o, viec chon nha cung cap hang hoa oi vi Nguyen Kim th luon co tieu ch la chon nhng nha cung cap co uy tn tren th trng. Mot so nha cung cap chnh cho Nguyen Kim nh: Canon, Electrolux, LG, JVC, Nikon, Nokia, Motorola, Panasonic, Philips, Sanyo, Samsung, Sony, Sony Ericsson, Toshiba . Nguyen Kim a xay dng c moi quan he chien lc vi 8 nha san xuat ln la 8 tap oan ien t hang au nh Sony, JVC, Toshiba, Panasonic, Sanyo, Philips, Samsung va LG. ay la nhng nha cung cap a ong hanh vi Nguyen Kim trong nhng ngay au thanh lap (Nguon: Thi bao kinh te sai gon, so 39-2006). Lng hang hoa tieu thu tai Nguyen Kim rat nhanh. No c the hien qua doanh so ban hang tang lien tuc trong cac nam qua va cac chng trnh khuyen mai ma Nguyen Kim tung ra eu rat thanh cong. Do o, hau het cac nha cung cap hang hoa eu muon a hang hoa vao Nguyen Kim v thong qua trung tam ban le, uy tn nh Nguyen Kim, cac nha cung cap khong nhng se at c hang hoa tieu thu manh ma con c quang cao hnh anh, san pham cua mnh en vi ngi tieu dung. Ben canh o, tnh hnh tai chnh Nguyen Kim kha manh (se c phan tch trong phan phan tch noi bo Nguyen Kim). Nguyen Kim con co lch chi tra tien rat ro rang oi vi cac nha cung cap. Do o, cac nha cung cap cam thay yen tam khi lam an vi Nguyen Kim. Thng hieu Nguyen Kim qua khao sat nhan thc cua khach hang th khach hang anh gia thng hieu Nguyen Kim la mot thng hieu uy tn, tin tng va an tam khi chon mua hang hoa hn cac trung tam ien may khac (xem phu luc 12). Cho nen, mot so nha cung cap mi muon vao Nguyen Kim phai co ho tr ac biet danh
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Trang 42 cho Nguyen Kim nh gia ca phai canh tranh, tnh hnh cong n dai hn . Cac nhan vien kinh doanh nhap hang cua Nguyen Kim a hieu ro ieu nay khi am phan oi vi nha cung cap. 2.2.4. oi thu tiem an Cac nha cung cap hang hoa cho Nguyen Kim. Nha cung cap co the chu ong m rong th trng thong qua chien lc ket hp ve pha trc e chu ong ve phan phoi. Chang han, Loc Le phan phoi cho Nguyen Kim ve cac loai lo vi ba hieu Ichiban, va hang gia dung khac a m ra Trung tam ien may Loc Le tren ng Nguyen Thi Minh Khai, Q3, TP.HCM. Khu mua sam e nhat Phan Khang (Phan Khang) trc thuoc Cong ty TNHH Phan Khan. Phan Khang tuy mi thanh lap 11/2005 toa lac tai 431 Hoang Van Thu va 01 Hoang Viet, Quan Tan Bnh, TP.HCM. Thc chat mo hnh kinh doanh cua Phan Khang c xay dng kha giong mo hnh kinh doanh thu nho cua Nguyen Kim. Bi v Pho giam oc cu cua Nguyen Kim la Trnh Anh Tu tach ra ket hp vi cac giam oc bo phan e thanh lap Phan Khang. Cac nhan vien quan ly va cac nhan vien khac tai ay phan ln la t ben Nguyen Kim sang. Do o, cac chng trnh khuyen mai cua Phan Khang co net gan giong Nguyen Kim. Cho nen, khi tung ra cac chng trnh khuyen mai a thu hut c mot lng ln khach hang en tham quan va mua sam. Tuy nhien, v mi thanh lap cho nen thng hieu Phan Khang con khiem ton, do o phai mat t nhat la vai nam th Phan Khang mi xay dng c thng hieu cua mnh oi vi ngi tieu dung. Cac tap oan ban le khac: Metro Cash & Carry hien ang co mat tai Viet Nam. Theo d bao cua cac nha kinh te th co nhieu tap oan phan phoi quoc te xay dng ke hoach e xam nhap th trng sau khi Viet Nam vao WTO, trong o co WalMart. Hai tap oan ban le nay co the tr thanh oi thu canh tranh cua Nguyen Kim trong thi gian ti. Ho eu co ac iem chung la von ln, oi ngu chuyen nghiep cao,
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Trang 43 mang li phan phoi rong khap. Rieng Metro Cash & Carry Viet Nam c ngi tieu dung biet en nh la thng hieu manh, va hien ang tap trung vao khach hang cong ty. 2.2.5. Hang (san pham) thay the V tnh chat ac thu cac Trung tam ien may hien nay ch la nha phan phoi hang hoa t cac nha cung cap. Do o, cac san pham thay the oi vi cac Trung tam ien may hien nay la khong co. Tong hp cac yeu to trong moi trng ben ngoai ta tien hanh lap ma tran anh gia cac yeu to ben ngoai (EFE) cua Trung tam mua sam sai gon Nguyen Kim nh sau: Bang 2.4: Ma tran anh gia cac yeu to ben ngoai (EFE) Mc o quan trong 0.08 0.09 0.07 0.09 0.11 0.11 0.12 0.07 0.08 0.08 0.10 1.00 Phan loai So iem quan trong
TT I 1 2 3 4
Cac yeu to ben ngoai
C hoi Toc o tang trng kinh te on nh Moi trng kinh doanh c cai thien Cat giam thue nhap khau Thu nhap bnh quan au ngi tang Chi tieu mua sam cua ngi tieu dung gia 5 tang Ngi tieu dung thch mua sam cac trung 6 tam ien may 7 Nha cung cap hang hoa co uy tn II Nguy c 8 Van e ma bao, lu lut nhieu 9 Gia tang cac trung tam ien may mi Canh tranh khong lanh manh ve gia va gian 10 lan thng mai S m rong au t cua cac tap oan ban le 11 a quoc gia Tong cong
3 3 3 3 4 3.5 4 1.5 2 2 2
0.24 0.27 0.21 0.27 0.44 0.39 0.48 0.11 0.16 0.16 0.20 2.92
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Trang 44 Nhan xet: Ket qua bang 2.4 cho thay tong so iem quan trong cua Nguyen Kim at 2,92 tren mc trung bnh (mc trung bnh 2,5). ieu nay cho thay kha nang phan ng cua Nguyen Kim oi vi cac yeu to ben ngoai la kha tot trong viec no lc theo uoi chien lc nham tan dung cac c hoi ben ngoai nh toc o tang trng kinh te on nh, moi trng kinh doanh c cai thien, cat giam thue nhap khau, thu nhap bnh quan au ngi tang, chi tieu mua sam cua ngi tieu dung gia tang, ngi tieu dung thch mua sam trung tam ien may, va nha cung cap hang hoa co uy tn. Tuy nhien, Nguyen Kim can phai chu y en nhng yeu to anh hng en s thanh cong ma Nguyen Kim cha phan ng tot nh van e ma bao, lu lut nhieu; gia tang cac trung tam ien may mi; canh tranh khong lanh manh ve gia va gian lan thng mai; va s m rong au t cac tap oan ban le a quoc gia.
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Trang 45 CHNG 3: PHAN TCH MOI TRNG NOI BO TRUNG TAM MUA SAM SAI GON NGUYEN KIM 3.1. Gii thieu ve Trung Tam Mua Sam Sai Gon Nguyen Kim. 3.1.1. S hnh thanh va phat trien Trong nhng nam qua, vi chu trng oi mi, m ca giao thng kinh te va chu ong hoi nhap cua ang va Nha nc, cung vi s oi hoi ngay cang cao cua ngi tieu dung, nhieu doanh nghiep tai Thanh pho Ho Ch Minh a au t, san xuat, kinh doanh nhng san pham chat lng cao phuc vu i song ngi dan Thanh pho. ieu nay gop phan tao nen s chuyen bien tch cc trong cac hoat ong kinh te. Bc vao the ky 21, trong xu hng canh tranh ngay cang quyet liet va gay gat cua th trng, ac biet khi Hiep nh Thng mai cac nc Thanh vien Asean (AFTA) c trien khai vao nam 2003, e nang cao uy tn cung nh phuc vu khach hang tot hn, Doanh nghiep Nguyen Kim a manh dan au t hp tac vi Cong Ty Co Phan Che Tao May SINCO xay dng mot Trung tam thng mai vi ten giao dch la Trung Tam Mua Sam Sai Gon Nguyen Kim tai so 63 65 Tran Hng ao, Quan 1. Trung tam chnh thc i vao hoat ong ngay 19 thang 01 nam 2002. ay c xem la bc ot pha trong lnh vc phan phoi chuyen nghiep khi Trung Tam Mua Sam Sai Gon c cac nha san xuat uy tn trong va ngoai nc uy quyen lam ai dien chnh thc a cac san pham ien t, ien lanh, ien gia dung, ien thoai di ong, vi tnh trc tiep en tay ngi tieu dung. o cung la mong c cua Doanh nghiep Nguyen Kim SINCO trong viec chu ong ay manh qua trnh hoi nhap vao nen kinh te khu vc va the gii. - Ten cong ty: Cong Ty TNHH Thng mai Tong hp va Dch vu Nguyen Kim Tien. - Ten giao dch: Trung Tam Mua Sam Sai Gon Nguyen Kim. - a ch: 63 65 Tran Hng ao, Quan 1, Thanh pho Ho Ch Minh. - ien thoai: (08) 8.211.211
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Trang 46 - Fax: (08) 8.210.818 - Email: webadmin@nguyenkim.com - Website: www.nguyenkim.com Trung tam cung cap tren 5000 chung loai san pham bao gom mat hang c ien lanh, kim kh ien may, ien gia dung, vien thong: ien thoai di ong, vi tnh chnh hieu i mi nhat, gia ca c cap nhat hang ngay di s kiem soat sat sao va chat che cua cac nha san xuat. Chat lng hang hoa trc khi trng bay, tieu thu eu c Trung tam kiem tra nghiem ngat, sang loc ky lng. Khach hang c quyen s dung th 05 ngay mien ph trc khi quyet nh mua ma khong phai ton kem bat ky chi ph nao (ke ca chi ph van chuyen, giao nhan), giup khach hang an tam, cung nh tiet kiem c thi gian, tien bac khi mua sam tai Trung tam. ac biet vi khach hang la can bo, cong nhan vien chc, lao ong ang cong tac tai cac c quan, x nghiep, oan the, Trung tam danh chng trnh ban hang u ai: ban tra gop, tra cham theo gia niem yet tai Trung tam va theo lai suat cua ngan hang. 3.1.2. anh gia tnh hnh kinh doanh cua Nguyen Kim t 2003 - 2005 3.1.2.1. Ket qua hoat ong kinh doanh cua Nguyen Kim t 2003 - 2005 Bang 3.1: Ket qua hoat ong kinh doanh cua Nguyen Kim t 2003 2005
Doanh so (Ty ong)
700 600 500 400 300 200 100 0 650 470 370
2003
2004
2005
Nguon: Tac gia tong hp t Nguyen Kim, nam 2003-2005.
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Trang 47 Nhan xet: Qua ket qua hoat ong kinh doanh bang 3.1 ta thay, doanh so tai Nguyen Kim lien tuc tang, cu the nam 2003 at 370 ty ong, nam 2004 at 470 ty ong tang 27% so vi nam 2003, nam 2005 at 650 ty ong tang 38% so vi nam 2004. Trong khi moi trng kinh doanh ngay cang bien ong nhng Nguyen Kim a lien tuc tang trng tren 25% trong 02 nam qua. ieu nay chng to Ban Giam oc cua Nguyen Kim co nhng bc i ung hng phu hp vi tnh hnh mi. 3.1.2.2. Ty trong doanh so cua tng nganh hang tai Nguyen Kim t 2003-2005 Bang 3.2: Ty trong doanh so cua tng nganh hang tai Nguyen Kim t 2003-2005 n v tnh: Trieu ong 2003 Doanh so Nganh ien may ien lanh Gia dung Vien thong KD tong hp 370,000 130,000 111,000 56,000 41,000 33,000 Ty trong 100% 35% 30% 15% 11% 9% 2004 Doanh so Ty trong 2005 Doanh so Ty trong Ty trong bnh quan 100% 37% 30% 14% 12% 8%
470,000 100% 650,000 100% 174,000 141,000 63,000 54,000 38,000 37% 30% 13% 11% 8% 245,000 189,000 85,000 85,000 46,000 38% 29% 13% 13% 7%
Nguon: Tac gia tong hp t Nguyen Kim, 2003-2005. Qua bang 3.2 ta thay ty trong doanh so bnh quan t 2003-2005 tai Nguyen Kim tap trung nhieu nhat la nganh ien may (chiem 37%/doanhso), ke en la ien lanh (chiem 30%/doanh so), gia dung (chiem 14%/doanh so), vien thong (chiem 12%/doanh so) va cuoi cung la kinh doanh tong hp (chiem 8%/doanh so). 3.1.2.3. Doanh so va li nhuan cua tng nganh hang tai Nguyen Kim t 2003-2005 Bang 3.3: Doanh so cua tng nganh hang tai Nguyen Kim t 2003-2005
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Trang 48
n v tnh: Trieu ong Toc Toc o o tang bnh 2005 tang/ quan giam 245,000 189,000 85,000 85,000 46,000 650,000 41% 34% 35% 57% 21% 38% 38% 31% 24% 45% 18% 33%
2003 ien may ien lanh Gia dung Vien thong KD tong hp Tong 129,500 111,000 55,500 40,700 33,300 370,000
2004 174,000 141,000 63,000 54,000 38,000 470,000
Toc o tang/ giam 34% 27% 14% 33% 14% 27%
2004 174,000 141,000 63,000 54,000 38,000 470,000
Nguon: Tac gia tong hp t Nguyen Kim, nam 2003-2005 Bang 3.4: Lai rong cua tng nganh hang tai Nguyen Kim t 2003-2005
n v tnh: trieu ong 2003 ien may ien lanh Gia dung Vien thong KD tong hp Tong 3,843 2,635 3,294 769 439 10,980 2004 5,374 3,323 3,818 1,061 566 14,141 Toc o tang/ giam 40% 26% 16% 38% 29% 2004 5,374 3,323 3,818 1,061 566 2005 8,667 5,360 6,044 2,053 684 Toc o tang/ giam 61% 61% 58% 94% 21% 61% Toc o tang bnh quan 51% 44% 37% 66% 25% 45%
29% 14,141 22,807
Nguon: Tac gia tong hp t Nguyen Kim, nam 2003-2005 Qua 2 bang 3.3; 3.4 ta thay ve doanh so tng nganh hang tai Nguyen Kim lien tuc tang qua cac nam, va toc o tang trng cua tng nganh cung tang trng lien tuc qua cac nam. ieu nay a lam cho toc o tang trng bnh quan ve doanh so cua tng nganh hang t nam 2003-2005 oi vi ien may tang 38%, ien lanh tang 31%, gia dung tang 24%, vien thong tang 45%, kinh doanh tong hp tang 18%, va toc o tang trng bnh quan tai Nguyen Kim la 33%. Ve lai rong tng nganh hang tai Nguyen Kim cung lien tuc tang qua cac nam, va toc o tang ve lai rong cua tng nganh hang nhn chung cung tang (trong nam 2005 toc o tang cua kinh doanh tong
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Trang 49 hp co giam t 29% nam 2004 xuong con 21% nam 2005. Thc chat, kinh doanh tong hp la mot phong ban do o nhiem vu chc nang cua no ch chu trong nhieu ve hieu qua Marketing hn la cac muc tieu khac) va toc o tang bnh quan ve lai rong t 2003-2005 la 45%. ieu nay chng to Nguyen Kim a co nhng bc i ung hng trong tnh hnh mi. e co cai nhn khach quan ve toc o tang trng cua tng nganh hang. Ta tien hanh so sanh, anh gia toc o tang trng cua Nguyen Kim vi toc o tang trng chung cua th trng kim kh ien may (so lieu thong tin th trng t cong ty nghien cu th trng GFK Viet Nam). Bang 3.5: So sanh toc o tang trng cua tng nganh hang gia Nguyen Kim va th trng Bnh quan (2004-2006) NK TT NK TT NK TT NK TT ien may 34% 26,3% 41% Na 32.0% 6.80% 32% 16.6% ien lanh 27% 28,1% 34% Na 30.0% 20.10% 30% 24.1% Gia dung 14% 28,1% 35% Na 30.0% 20.10% 30% 24.1% Vien thong 33% 45,6% 57% Na 45.0% 36.75% 45% 41.2% Nganh 27% 27,1% 38% Na 32.7% 26.10% 33% 26.6% NK: Nguyen Kim; TT: Th trng; Na: Not available (khong co so lieu). Nguon: +NK: Tac gia tong hp t cac so lieu tren va d bao toc o tang trng Nguyen Kim 2006; +TT: http://www.vneconomy.com.vn; Thi bao kinh te Sai Gon, so 36, ngay 31/08/06. Nhan xet: Qua bang 3.5 ta thay, toc o tang trng bnh quan cua th trng la 26,6%, trong khi toc o tang trng bnh quan cua Nguyen Kim la 33%. ieu nay, chng to Nguyen Kim co toc o tang trng tot hn so vi th trng, va cung co ngha la th phan cua Nguyen kim c tang len. Do o, ta thay Nguyen Kim khong ch cung co th trng ma ngay cang phat trien. 3.2. Phan tch moi trng noi bo cua Trung Tam Mua Sam Sai Gon-Nguyen Kim. 2004 2005 2006 (d bao)
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Trang 50 e anh gia ma tran noi bo cua Trung tam mua sam sai gon Nguyen Kim, ta dung ma tran anh gia cac yeu to noi bo (IFE). Cac yeu to thuoc ma tran noi bo nh: (1) Thai o phuc vu cua nhan vien. (2) Hang hoa. (3) Trng bay hang hoa. (4) Dch vu sau ban hang. (5) Gia ca. (6) Chng trnh khuyen mai. (7) Thng hieu. (8) ng dung he thong vi tnh vao quan ly. (9) Tnh hnh tai chnh. (10) Bien ong nhan s cao cap. (11) ao tao phat trien oi ngu nhan vien. (12) Quang cao dai han. (13) Trnh o nhan vien. Trong 13 yeu to tren th cac yeu to t (1) en (7), ngi viet tien hanh khao sat nhan thc cua ngi tieu dung ve mot so van e lien quan en viec mua sam tai cac trung tam ien may trong TP.HCM (Nguyen Kim; Thien Hoa; Ch Ln; Khac: Gia Thanh, Tran The, Ideas, Phan Khang, Loc Le ). Xem bang cau hoi phu luc 6. Con cac yeu to t (8) en (15) c khao sat nh tnh tai Trung tam mua sam sai gon Nguyen Kim va c anh gia tren quan iem rieng cua ngi viet. oi tng khach hang khao sat, x ly so lieu t bang cau hoi cung nh phan tch ket qua d lieu tng t nh trong phan phan tch ve oi thu canh tranh. Sau ay chung ta phan tch moi trng noi bo cua Nguyen Kim: 3.2.1. Marketing: Can c vao chnh sach chat lng cua Nguyen Kim t nam 2002 (xem phu luc 5) va chnh sach phuc vu hien ai khach hang la trong tam c quang cao tren bao tuoi tre ngay 25/04/2006. Cac chnh sach eu the hien c
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Trang 51 quyen li khach hang khi mua hang nh sau: Hang chnh hang Gia tot nhat Phuc vu chuyen nghiep Mien ph 100% vat t, lap at, giao nhan. Tai Trung Tam Mua Sam Sai Gon Nguyen Kim co phong Marketing do o cong tac tiep th cua Nguyen Kim kha thanh cong trong thi gian qua c the hien qua mot so chng trnh nh: Tuan le vang tai Nguyen Kim, Nguyen Kim Mng 30 nam thong nhat at nc: 30/4/1975 30/4/2005, Nguyen Kim & Sea games 23: Chien dch mua sam hieu qua, Ky niem e t chu nien va Mua mua sam Xuan Bnh Tuat, Soi ong Valentine 2006, qua tang Me Bong Con, Nguyen Kim & An so world cup 2006, . Chnh nhng ieu tren a lam cho Nguyen Kim co c the manh trong cong tac marketing trong viec thu hut khach hang en mua hang. Tuy nhien, cong tac marketing con nhieu van e lu y nh cha co marketing dai han, con b ong, chay theo s vu, con phu thuoc vao nha cung cap. Hoat ong marketing cua Nguyen Kim trong thi gian qua cu the nh sau: - San pham: Qua khao sat nhan thc cua ngi tieu dung ve san pham hang kim kh ien may th ngi tieu dung cho rang tai Nguyen Kim san pham phong phu, a dang chung loai; co xuat x ro rang; bao b, mau ma con nguyen ven va qua phan tch One-way Anova ve hang hoa vi thang o 5 iem lai cho thay hang hoa Nguyen Kim at iem cao nhat vi iem trung bnh la 4,92, ke en la Thien Hoa vi iem trung bnh la 4,48, tiep theo la Ch Ln vi iem trung bnh la 4,48 va cuoi cung la trung tam ien may khac vi iem trung bnh la 3,44 (xem phu luc 12). San pham tai Nguyen Kim rat a dang vi tren 5000 chung loai san pham bao gom mat hang c ien lanh, kim kh ien may, ien gia dung, vien thong: ien thoai di ong, vi tnh vi chat lng on nh, va c kiem tra nghiem ngat trc khi trng bay. Ben canh o, hang hoa c cung cap bi cac thng hieu uy tn, chat lng hang au the gii nh: JVC, LG, Panasonic, Philips, Samsung, Sanyo, Sony,
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Trang 52 Toshiba, Electrolux, Canon, Nikon, Kodak, JBL, Jamo, Moulinex, Nokia, Sony Ericson, Motorola . Ngoai cac nguon hang san xuat trong nc, Nguyen Kim a khai thac toi a nguon hang t cac nc trong khu vc hay tren the gii e cung cap kp thi nhng san pham mi nhat cua cac nganh hang nay. Tom lai, hang hoa tai Nguyen Kim vi the manh la san pham a dang va tren 5000 chung loai. Do o, no ap ng c hau het moi nhu cau khach hang. Chang han, ve nganh ien may: khach hang cao cap nh cac Tivi Plasma, Tivi LCD en khach hang trung cap nh cac Tivi 29 inches, 25 inches va khach hang bnh dan nh cac Tivi 21 inches tr xuong. - Gia ca: Can c vao chnh sach phuc vu khach hang hien ai khach hang la trong tam c quang cao tren Bao Tuoi Tre. Nguyen Kim a ra chnh sach gia o la: Gia tot nhat eu nay cung tao nen niem tin cho khach hang khi mua hang tai Nguyen Kim. Va khi khach hang tin la c mua vi gia tot nhat trong nhan thc cua khach hang th khach hang se hai long hn vi so tien mnh bo ra so vi gia tr mnh nhan c. ieu nay, mot khi a hai long ve so tien ma mnh bo ra trong viec mua hang tai Nguyen Kim th trong trng hp nhng ngi than, ban be (goi la nhng ngi than) co nhu cau mua sam hang hoa ve kim kh ien may th Trung tam mua sam au tien ma ho gii thieu cho nhng ngi than o la Nguyen Kim va nh vay ngha la chnh nhng khach hang nay a gii thieu khong cong cho Nguyen Kim hay noi cach khac chnh nhng khach hang nay a t tiep th ve thng hieu Nguyen Kim thong qua gia ca ma nhan chng song chnh la ho. Va qua khao sat nhan thc cua ngi tieu dung tai cac trung tam ien may trong TP.HCM ve gia ca th ngi tieu dung cho rang tai Nguyen Kim la co niem yet gia va ban theo ung gia niem yet tot hn cac trung tam ien may khac. Vi ket qua phan tch One-way Anova ve gia ca theo thang o 5 iem th Nguyen Kim co iem
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Trang 53 trung bnh la 4,88 , ke en la Thien Hoa: 4,50, Ch Ln:4,42 va cac trung tam ien khac: 3,69 (xem phu luc 12). - Phan phoi: Hien nay, tai Nguyen Kim co 2 kenh phan phoi o la: + Kenh ban le trc tiep en tay ngi tieu dung: bao gom 6 ca hang chnh: Ca hang ien may, ca hang ien lanh, ca hang gia dung, ca hang ky thuat so, ca hang ien thoai di ong va ca hang vi tnh (ca hang vi tnh chnh thc hoat ong tr lai trong thang 09/2006). + Kenh kinh doanh tong hp: Phuc vu cac khach hang ac thu nh d an, cong ty, khach san, nha hang, tra gop, trang b he thong nha mau tai cac chung c cao cap, khach hang than thiet nh CocaCola, P&G, Unilever . Trong kenh kinh doanh tong hp nay Nguyen Kim co u the hien nay so vi cac Trung tam ien may khac tai TP.HCM: Thien Hoa, Ch Ln, Gia Thanh . Trung tam mua sam sai gon Nguyen Kim la Trung tam duy nhat tai TP.HCM co chng trnh ky hp ong vi khach hang cong ty cung cap Phieu mua hang cho nhan vien . u iem cua chng trnh nay la cac cong ty lam chng trnh khuyen mai trong noi bo hay ngoai cong ty thay v tang tien, th chuyen sang tang qua ma nhieu khi hang hoa th co ngi co, co ngi cha. Cho nen tang Phieu mua hang cho nhan vien e ho t do chon la nhng san pham nao ma mnh thch. Tuy nhien, qua bang 3.2 ta thay kenh phan phoi chnh cua Nguyen Kim la kenh ban le trc tiep cho ngi tieu dung, trong 3 nam t 2003-2005 th doanh so bnh quan cua kenh ban le trc tiep cho ngi tieu dung chiem 92% trong tong doanh so ban hang, con kenh kinh doanh tong hp tai Nguyen Kim ch chiem 8% trong tong doanh so. ieu nay nh a phan tch tren la kenh kinh doanh tong hp thc chat la mot phong ban va muc tieu chnh van la at hieu qua ve marketing. * Thai o phuc vu cua nhan vien: Can c vao chnh sach chat lng cua Nguyen Kim t nam 2002 (xem phu luc 5) th Nguyen Kim co phng cham hoat
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Trang 54 ong kinh doanh nh sau: Tat ca v khach hang, tat ca cho khach hang. Phng cham nay a an sau vao tat ca nhan vien tai Nguyen Kim. No c bieu hien qua s phuc vu khach hang trong ban hang tai Nguyen Kim. Trong thai o phuc vu cua nhan vien tai Nguyen Kim th nhan vien luon nhiet tnh, tan tam t van hang hoa va niem n on tiep khach hang ngay khi khach hang bc vao Nguyen Kim. Nhan vien nhiet tnh khong nhng oi vi nhng khach hang co nhu cau muon mua hang ma con oi vi nhng khach hang cha co nhu cau mua hang. Chng c the hien ro nhat o la th bay to khen gi cua khach hang Bui Viet Hoa gi en Ban lanh ao Sieu th Nguyen Kim (xem phu luc 4). ieu nay a tao nen mot tam ly thoa mai cho ngi tieu dung khi bc vao Trung tam mua sam sai gon Nguyen Kim v sau khi a tm hieu san pham mot cach ro rang, oi vi nhng khach hang cha co nhu cau co the oi y mua hang hoac ve nha suy ngh lai hoac gii thieu cho ngi khac mua hang v nhan vien ay phuc vu chuyen nghiep . Tuy nhien, tat ca nhan vien Nguyen Kim khong ngh nh vay trong au mnh khi t van san pham cho khach hang ma luon ngh en phng cham hoat ong kinh doanh cua Trung tam o la Tat ca v khach hang, tat ca cho khach hang. ng nhien, Nguyen Kim ap dung phng cham nay ma neu c khach hang cam nhan ung nh vay th tat nhien nhng ieu tren phai xay ra va thng hieu Nguyen Kim a tao c an tng tot oi vi khach hang khi khach hang en Trung tam mua sam hoac tham quan. Va qua khao sat nhan thc cua ngi tieu dung ve thai o phuc vu cua nhan vien tai cac trung tam ien may trong TP.HCM vi thang o 5 iem th Nguyen Kim co thai o phuc vu cua nhan vien oi vi khach hang la tot nhat, va co iem trung bnh cao nhat vi 4,71, ke en la Thien Hoa: 4,02, Trung tam ien may khac: 3,97 va cuoi cung la Ch Ln: 3,90 (xem phu luc 12).
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Trang 55 * Dch vu sau ban hang: Bo phan giao hang mien ph, lay tien sau khi a giao hang va co che o dung th sau 5 ngay ke t ngay mua hang la mot u the oi vi Nguyen Kim. Mat khac, tai Nguyen Kim co bo phan bao hanh ieu nay giup khach hang yen tam sau khi mua hang v trong thi gian bao hanh neu khach hang co s co xay ra oi vi san pham a mua tai Nguyen Kim th ch can ien thoai en bo phan bao hanh la co nhan vien bao hanh en tan nha e xem xet va giai quyet s co. Ngoai ra, e the hien Nguyen Kim quan tam en khach hang sau khi mua hang, ong thi nham muc ch chu ong cham soc san pham cho khach hang, khong i khach hang khi co s co ve san pham mi goi ien thoai en Nguyen Kim, cung nh giup khach hang an tam hn khi mua hang tai Nguyen Kim. Trung tam mua sam sai gon Nguyen Kim thanh lap tram cham soc khach hang lu ong vao thang 06/2004. Tc la, khong i en khi khach hang can, c sau 5 7 ngay khach mua hang, tram goi ien thoai va c nhan vien en tan nha kiem tra tnh trang hoat ong cua may moc, neu phat hien ra loi ky thuat, nhan vien ky thuat se trc tiep lien he vi chnh hang e sa cha hay oi san pham khac cho khach, hoac neu khach hang s dung cha ung th se c hng dan. oi vi khach hang a s dung qua 6 thang, nhan vien cua Tram cung se en tan ni giam nh e tien hanh bao dng. Neu san pham con trong thi han bao hanh ma co h hong, Tram se chu trach nhiem lien he vi chnh hang e phan anh nhng khieu nai cua khach hang, giup cho viec sa cha c nhanh hn. Tat ca eu c mien ph. Trong giai oan au, Tram se kiem tra ky thuat, t van oi vi may lanh, may giat, Tivi, tu lanh, dan am thanh. Viec chu ong cham khach hang cua Nguyen Kim c cac hang ung ho bi no the hien trach nhiem cua nha phan phoi oi vi nha san xuat lan ngi tieu dung. Va ng nhien Tram nay c s ho tr ve tai chnh va huan luyen chuyen mon ky thuat cua cac hang nh JVC, LG, Panasonic, Samsung, Sanyo, Sony va Toshiba.
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Trang 56 Va qua khao sat nhan thc cua khach hang ve dch vu sau ban hang tai cac trung tam ien may trong TP.HCM th Nguyen Kim a thc hien tot hn so vi cac trung tam ien may khac ve dch vu sau ban hang cu the la ve dch vu giao hang tan nha, thc hien ung cam ket ve che o bao hanh hang hoa va nhong chong giai quyet van e khi khach hang co khieu nai ve san pham. c the hien nh lng qua phan tch One-way Anova ve dch vu sau ban hang vi thang o 5 iem th Nguyen Kim co iem trung bnh cao nhat vi 4,80, ke en la Thien Hoa: 4,32, Ch Ln: 4,12, va trung tam ien may khac: 3,69 (xem phu luc 12). Tom lai, thai o phuc vu cua nhan vien va dch vu sau ban hang la 2 the manh hien nay cua Nguyen Kim. Do o, trong phan xay dng chien lc kinh doanh Nguyen Kim can phai duy tr va phat huy 2 li the nay. - Quang cao, chng trnh khuyen mai: Qua khao sat nhan thc cua khach hang ve chng trnh khuyen mai ta thay khach hang eu cho rang Nguyen Kim co nhieu chng trnh khuyen mai va chng trnh khuyen mai hap dan hn so vi cac trung tam ien khac, va qua phan tch One-way Anova vi thang o 5 iem ve chng trnh khuyen mai th Nguyen Kim co iem trung bnh cao nhat vi 4,70, ke en la Thien Hoa: 4,17, Ch Ln: 3,70, trung tam ien may khac: 2,96, xem phu luc 12. Hoat ong quang cao, chng trnh khuyen mai c the hien cu the nh sau: T nam 2003 en hien nay, hoat ong quang cao cua Nguyen Kim c chu y hn vi cac hnh thc: Quang cao Tivi, bao, ai va cac s kien do Nguyen Kim tai tr eu thanh cong nh thu hut c so ong cua khach hang. Cu the, nh phong trao van ong tai tr cho Sea Games 22 nam 2003 a c cac tap oan ien t nh JVC, LG, Panasonic, Philips, Samsung, Sony, Sanyo va Toshiba ung ho manh me, ac biet vi hnh thc tai tr trc tiep cho oi tuyen bong a nam Viet Nam va van ong vien Viet Nam oat huy chng vang a phan nao gop phan nang cao thu nhap cho cac van ong vien, hn na phong trao a khi day c phong trao tai tr t ngi ham
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Trang 57 mo oi vi the thao nc nha. Vi tinh than o, Nguyen Kim lai mot lan na cung cac tap oan ien t JVC, LG, Panasonic, Philips, Samsung, Sony, Sanyo va Toshiba cam ket tai tr cho oi tuyen bong a nam Viet Nam tham d Sea Games 23. Va e the hien quyet tam cho phong trao van ong nay, Nguyen Kim cung vi cac tap oan ien t tai tr chng trnh bnh luan trc tiep va nhan tin d oan ket qua thi au suot 64 tran cua World Cup 2006 tren HTV2, HTV7, HTV9, Nguyen Kim a ra chng trnh khuyen mai Nguyen Kim va an so world cup 2006 dien ra t ngay 19/05/06 en 19/06/06. Theo so lieu cua Bo phan Marketing Nguyen Kim th chng trnh khuyen mai Nguyen Kim va an so world cup 2006, trong thi gian khuyen mai lng khach en tham quan va mua sam c at khoang 8000 lt khach moi ngay, rieng ngay chu nhat con so len ti 10000 lt khach hang. So lng khach hang mua sam tang gap oi trong thi gian nay. San lng tieu thu tang 50% so vi nhng ngay thng. Hay oi vi chng trnh khuyen mai Chien dch mua sam hieu qua, Nguyen Kim ket hp vi cac Tap oan ien t Sony, Sanyo, Toshiba va LG tai tr nhng lo hang ien t gia dung e tham gia chng trnh: Tivi, May giat, Tu lanh, au DVD vi nhng model pho bien hien nay va phu hp vi sinh hoat gia nh. Mc o tai tr: Cac tap oan ien t ho tr bnh quan 25% gia ban le cho moi san pham tuy theo tng san pham. Thi gian dien ra ch trong 3 ngay 08, 09 va 10 thang 12 nam 2005. Theo so lieu t bo phan Marketing Nguyen Kim th ket qua chng trnh nh sau: So lng khach tham quan tai Nguyen Kim tang ot bien, so ca vi nhng luc cao iem, c tnh at khoang 20.000 lt khach hang moi ngay, rieng ngay chu nhat, con so len ti 25.000 lt khach hang. So lng khach hang mua sam tang gap nam lan trong thi gian nay. Bon nganh hang Tivi, Tu lanh, May giat va au DVD a ap ng c nhu cau cua ngi tieu dung. San lng tieu thu trong thi gian thc hien chien dch tang gap 5 lan so vi nhng luc cao iem thc hien khuyen
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Trang 58 mai. Ke hoach hang hoa ma cac hang tai tr cho chien dch a c tieu thu 100% trong 03 ngay thc hien. + Thng hieu: Qua khao sat nhan thc cua khach hang ve thng hieu tai cac trung tam ien may trong TP.HCM th ngi tieu dung cho rang thng hieu Nguyen Kim la thng hieu uy tn, c khach hang tin tng, thng hieu mang en cho khach hang s an tam khi quyet nh mua sam hang kim kh ien may va khi co nhu cau mua sam hang kim kh ien may th ho u tien chon thng hieu Nguyen Kim hn so vi cac thng hieu tai cac trung tam ien may khac. ieu nay, the hien qua viec phan tch One-way Anova, ve thng hieu vi thang o 5 iem th thng hieu Nguyen Kim co iem trung bnh cao nhat vi 4,91, ke en la Thien Hoa: 4,23, Ch Ln: 3,72, va trung tam ien may khac: 2,48 (xem phu luc 12). Thng hieu Nguyen Kim con c the hien qua chnh sach phuc vu hien ai khach hang la trong tam. Cu the Nguyen Kim thc hien chnh sach: Hang chnh hang Gia tot nhat Phuc vu chuyen nghiep Mien ph 100% vat t, lap at, giao nhan. Tat ca nhng chnh sach tren a c Nguyen Kim thc hien ung theo cam ket cua mnh trong thi gian qua. Nguyen Kim con danh them cho khach hang nhng gia tr gia tang khac nh trng bay hang hoa de nhn thay chung loai hang hoa, ep mat va de la chon san pham va qua cuoc khao sat nhan thc cua khach hang ve trng bay hang hoa tai cac trung tam ien may trong TP.HCM vi thang o 5 iem th Nguyen Kim co iem trung bnh la 4,38; ke en la Thien Hoa: 3,89; Ch Ln: 3,83; cuoi cung la cac trung tam ien may khac: 3,38 (xem phu luc 12). Trng bay hang hoa tai Nguyen Kim hien nay nh sau: tang 1 trng bay cac mat hang: vi tnh, ien thoai di ong, cac san pham ky thuat so; tang 2: nganh hang ien may nh Tivi, loa va cac dan may nghe nhac; tang 3: nganh hang ien lanh nh tu lanh, may giat, may ieu hoa; tang 4: nganh hang ien gia dung nh bep gas, lo viba, noi cm ien, may sinh to Theo so lieu
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Trang 59 cua Bao Ngi Lao ong ngay 15/09/06. Vi tong dien tch hn 5000 m2, Trung Tam Mua Sam Sai Gon Nguyen Kim la trung tam mua sam chuyen nganh ln nhat Viet Nam hien nay. Mat khac, e khang nh viec Nguyen Kim cung cap hang chnh hang, Nguyen Kim cung phoi hp vi Bao Ngi Lao ong to chc hoi thao s dung hang chnh hang vi ten hoi thao Chng trnh ho tr thong tin va hng dan tieu dung hang chnh hang nham giup khach hang chon ung nhng san pham chat lng tot (xem phu luc 2). 3.2.2. Tai chnh: e co cai nhn tong quat ve tnh hnh tai chnh cua Nguyen Kim, ta xem xet ve tnh hnh hoat ong kinh doanh cua Nguyen Kim t 2003-2005 va mot so ch tieu tai chanh c ban cua Nguyen Kim nam t 2004-2005. Bang 3.6: Bao cao ket qua hoat ong kinh doanh cua Nguyen Kim t 2003-2005
n v: Trieu VN Doanh thu thuan Gia von hang ban Lai gop Chi ph hoat ong Chi ph ban hang Chi ph quan ly doanh nghiep Chi ph khac Khau hao Cong chi ph hoat ong Thu nhap trc thue va lai vay Lai vay phai tra Thu nhap trc thue Thue thu nhap doanh nghiep Lai rong Lai rong/doanh thu NAM 2003 370,000 347,800 22,200 1,500 4,500 250 400 6,650 15,550 300 15,250 4,270 10,980 0.030 NAM 2004 470,000 440,860 29,140 2,500 5,600 300 700 9,100 20,040 400 19,640 5,499 14,141 0.030 NAM 2005 650,000 604,500 45,500 4,153 7,525 500 900 13,078 32,422 745 31,677 8,870 22,807 0.0351
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Trang 60 Bang 3.7: Mot so ch tieu tai chanh c ban cua Nguyen Kim Ch tieu 1. Kha nang thanh toan - Kha nang thanh toan n ngan han (=Tai san lu ong/N ngan han) - Kha nang thanh toan nhanh ((=Tai san lu ong - Ton kho)/N ngan han) 2. C cau tai san va c cau nguon von - C cau tai san = Tai san co nh/Tong tai san - C cau nguon von = N phai tra/Tong nguon von VT lan lan % % 2004 2,31 0,35 11 47 2005 2,32 0,38 12 48
3. Ty suat kha nang sinh li 3,51 - Li nhuan bien te = Lai rong/Doanh thu % 3,01 Nguon: Tac gia tong hp t Nguyen Kim (can c vao bao cao tai chanh Nguyen Kim, nam 2003-2005). Qua bang 3.6 va 3.7 nhn chung tnh hnh tai chnh cua Nguyen Kim la kha quan. Ben canh o, hien nay Nguyen Kim co co phan tai mot so ngan hang, cong ty. Chang han, tai Ngan hang Eximbank Viet Nam, Nguyen Kim au t 80 ty ong e mua co phan cua Ngan hang Eximbank Viet Nam (Nguon: thong tin t phong Marketing Nguyen Kim) hay Nguyen Kim a co co phan tai Cong ty Bach Hoa ien May TP.HCM, Nguyen Kim mua 33% co phan tren tong von 30 ty ong cua Cong ty Bach Hoa ien May TP.HCM (Nguon: www.seaco-vn.com ). Qua o ta thay tnh hnh tai chnh cua Nguyen Kim la kha manh va viec Nguyen Kim neu co nhu cau vay von th cac ngan hang, hay cac to chc tn dung khac se san long cho Nguyen Kim vay von v Nguyen Kim ang hoat ong kha hieu qua hien nay va qua viec Nguyen Kim a co co phan tai Ngan hang Eximbank vi so tien bo ra e mua co phan len en 80 ty ong va mot so cong ty khac. 3.2.3. Nhan s: Nguyen Kim luon at van e nhan s len hang au, quyet nh en s song con cua doanh nghiep. Lc lng nhan s hien nay cua Nguyen Kim la 800 ngi, trong o ai hoc chiem 6%, trung cap chiem 9%, con lai 85% la pho thong
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Trang 61 trung hoc va di pho thong trung hoc (Nguon: Phong Nhan s hanh chanh, Nguyen Kim). Mot so van e ve nhan s can lu y hien nay tai Nguyen Kim la: Ve ao tao: Hien nay, nang lc cua Phong Nhan s Hanh Chanh (NSHC) khong u nang lc e co the ao tao het c oi ngu nhan vien hien nay. Viec ao tao chu yeu la do cac trng n v truyen at lai kinh nghiem cho nhan vien. Ve bien ong nhan s cap cao: Hien nay, tai Nguyen Kim, mc o bien ong nhan s cap cao (cap ieu hanh cong ty) rat nhanh. Theo so lieu noi bo Nguyen Kim, th trong vong 3 nam t 2003-2005: co 6 lan bien ong nhan s cap cao. ieu nay, la do Tong Giam oc muon khai thac chat xam triet e nham phuc vu cho cong tac kinh doanh. Do o, no gay ra tam ly khong thoai mai oi vi cac quan ly cap trung va nhan vien. Ve lng, thng cho nhan vien: Hien nay, he thong lng tai Nguyen Kim la kha tot, thng bang hoac cao hn so vi cac trung tam ien may hien nay. Ngoai ra Nguyen Kim con co che o thng khong ch cho bo phan kinh doanh (khoang t 30% - 40%/thang tren tong quy lng cua bo phan kinh doanh) ma con oi vi nhng vi nhng bo phan khong trc tiep kinh doanh nh nhan s, marketing, bao hanh, giao nhan, tai chnh ke toan, cong nghe thong tin . No tuy thuoc vao doanh so at c hang thang cua bo phan kinh doanh. Ve chnh sach phuc li: Nguyen Kim co chnh sach phuc li cho nhan vien nh bao hiem y te, xa hoi, to chc tham quan, thng nam, thng nhan vien phuc vu khach hang tot, thng nong trong nhng trng hp ban hang khuyen mai at doanh so cao. Cu the, nh trong chng trnh khuyen mai Chien dch tai tr trc tiep mua sam hang chnh hang dien ra vao ngay 9,10,11 thang 12 nam 2005. Ket thuc chng trnh khuyen mai moi nhan vien c thng la 500.000 . 3.2.4. Hoat ong quan tr c the hien qua cac yeu to sau:
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Trang 62 Hoach nh: Cong tac hoach nh chien lc do Ban Giam oc am nhan cho nen huy ong c sc manh tap the trong viec hoach nh chien lc. Nhng ke hoach kinh doanh trong quy cua cac bo phan, th co s phoi hp chat che gia Trng n v va bo phan kinh doanh nhap hang e tranh trng hp hang hoa nhap ve khong phu hp vi tnh hnh kinh doanh thc te. Tc la hang quy cac ke hoach kinh doanh do Trng bo phan e ra phai ket hp vi bo phan nhap hang. Sau o, bo phan nhap hang trnh len Ban giam oc va tren c s o Ban giam oc a ra cac ke hoach kinh doanh trong quy. To chc: C cau to chc cua Nguyen Kim hien nay qua tap trung vao Tong giam oc (xem phu luc 1). V co nhieu viec cung luc phai tap trung vao Tong giam oc cho nen thng xay ra s co ton ong cong viec va viec khong x ly thong tin kp thi cung se anh hng trong cong viec oi vi cac bo phan chc nang. Lanh ao: Chc nang lanh ao c thc hien kha tot mc toan cong ty, cac bo phan co s phoi hp lan nhau, nham thc hien nhng chien lc, ke hoach t Ban giam oc giao xuong e hoan thanh cac ch tieu chung cua toan cong ty. Kiem soat: Viec kiem soat ve tai chnh, ban hang, hang ton kho, chi ph c thc hien kha tot thong qua cac phan mem vi tnh hoa. Tom lai, cong tac quan tr tai Nguyen Kim nhn chung c thc hien kha tot mc toan cong ty va o cung la mot trong nhng ly do ma Nguyen Kim a ton tai va phat trien trong thi gian qua. 3.2.5. He thong thong tin Nguyen Kim co phong cong nghe thong tin cho nen viec ng dung vi tnh hoa tai Nguyen Kim kha tot. No c the hien qua cac yeu to sau: Nguyen Kim s dung phan mem BM (Business Management) trong viec vi tnh hoa oi vi hoat ong kinh doanh cac khau quan ly, thc thi, giam sat. Ben canh o, Nguyen Kim thc hien viec noi mang gia cac bo phan, nen viec truy cap
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Chuyen nganh: Quan tr kinh doanh Ma so: 60.34.05

LUAN VAN THAC S KINH TE

Ngi hng dan khoa hoc: TS. VO TH QUY

TP. HO CH MINH NAM 2006

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Ngi cung cap

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Cac tiem nang Ca mat manh va mat yeu

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