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M MU U C C L LU U C C
Li m au

CHNG I: C S LY LUAN VE CHIEN LC KINH DOANH..................... 1
1.1 Khai niem ve chien lc kinh doanh va cac loai chien lc.......................... 1
1.1.1 Khai niem ve chien lc kinh doanh........................................................... 1
1.1.2 Cac loai chien lc...................................................................................... 1
1.1.2.1 Chien lc tang trng tap trung.............................................................. 1
1.1.2.2 Chien lc phat trien hoi nhap................................................................. 2
1.1.2.3 Chien lc tang trng a dang ............................................................... 2
1.1.2.3 Nhng chien lc khac............................................................................. 2
1.2 Ly thuyet ve xay dng chien lc kinh doanh ............................................... 3
1.2.1 Quy trnh hnh thanh mot chien lc ........................................................... 3
1.2.2 .1 Giai oan nghien cu............................................................................... 3
1.2.2.2 Giai oan xay dng .................................................................................. 5
1.2.2 La chon va thc thi chien lc .................................................................. 7
1.2.2.1 Ma tran chien lc co the nh lng (QSPM)......................................... 7
1.2.2.2 La chon chien lc ................................................................................. 7
1.2.2.3 Thc thi chien lc ................................................................................... 8
1.3 Vai tro chien lc ........................................................................................... 9

CHNG II: PHAN TCH THC TRANG KINH DOANH CUA NESTLE VN
2.1 Gii thieu ve cong ty Nestle Viet Nam.......................................................... 10
2.1.1 Qua trnh hnh thanh va phat trien............................................................... 10
2.1.2 San pham chnh va th phan ........................................................................ 10
2.1.3 Tnh hnh tieu thu san pham........................................................................ 13
2.1.4 S mang va nguyen tac kinh doanh............................................................. 14
2.1.4.1 S mang ................................................................................................... 14
2.1.4.2 Nguyen tac kinh doanh va van hoa cong ty ............................................. 15
2.2 Thc trang thc hien chien lc cua cong ty Nestle VN................................ 16
2.2.1 Chien lc phat trien san pham................................................................... 16
2.2.2 Chien lc phat trien th trng .................................................................. 17
2.2.3 Chien lc xam nhap th trng .................................................................. 17
2.3 Ket qua thc thi chien lc ............................................................................ 18
2.4 Phan tch yeu to moi trng tac ong en hoat ong cua cong ty Nestle VN19
2.4.1 Moi trng ben ngoai .................................................................................. 19
2.4.1.1 Phan tch moi trng v mo ...................................................................... 19
2.4.1.2 Phan tch moi trng vi mo ...................................................................... 22
2.4.1.3 Ma tran cac yeu to ben ngoai (EFE) ........................................................ 25
2.4.1.4 Ma tran hnh anh canh tranh..................................................................... 26
2.4.2 Moi trng noi bo ........................................................................................ 28

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2.4.3 Ma tran cac yeu to ben trong (IFE) ............................................................. 33
CHNG III: XAY DNG CHIEN LC KINH DOANH CHO CONG TY NESTLE
VIET NAM GIAI OAN 2006 2010

3.1 nh hng chien lc cong ty....................................................................... 35
3.2 Muc tieu hoat ong san xuat kinh doanh Nestle VN giai oan 2006-2010.... 36
3.2.1 Muc tieu tong quat ...................................................................................... 36
3.2.2 Muc tieu cu the ............................................................................................ 37
3.2.2.1 Muc tieu tang trng ................................................................................ 37
3.2.2.2 Muc tieu th phan...................................................................................... 37
3.2.2.3 Muc tieu cac ch tieu tai chnh ................................................................. 37
3.2.2.4 Muc tieu ve san pham.............................................................................. 37
3.3 S dung cac cong cu e xay dng chien lc cua cong ty Nestle VN........... 38
3.3.1 Ma tran SWOT ............................................................................................ 38
3.3.2 Ma tran QSPM............................................................................................. 41
3.4 La chon chien lc va cac giai phap thc thi ............................................... 44
3.4.1 Chien lc phat trien san pham................................................................... 44
3.4.2 Chien lc phat trien th trng. ................................................................. 46
3.4.3 Chien lc xam nhap th trng. ................................................................. 47
3.4.4 Chien lc hoi nhap ve pha sau. ................................................................ 48
3.5 Kien ngh. ....................................................................................................... 49
3.5.1 oi vi nha nc. ........................................................................................ 49
3.5.2 oi vi cong ty. ........................................................................................... 50

KET LUAN. .......................................................................................................... 51
TAI LIEU THAM KHAO. ...................................................................................
PHU LUC..............................................................................................................









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LI M AU

1. Tnh can thiet cua e tai

Ke t ai hoi VII cua ang Cong San Viet Nam 6/1991 Phat trien nen kinh te hang
hoa nhieu thanh phan theo nh hng xa hoi chu ngha, van hanh theo c che th
trng co s quan ly cua nha nc nen kinh te Viet Nam a tng bc chuyen thanh
nen kinh te th trng va nay Viet Nam ang ng trc mot cuoc m ca lan th
hai. Moi no lc cai cach gia nhap WTO lam cho bo mat nen kinh te, chnh tr, xa hoi
Viet Nam thay oi rat nhieu. Trong cong cuoc cai cach hoi nhap nay, moi trng
kinh doanh se bc sang mot giai oan mi. Va do o se tao ra nhieu c hoi kinh
doanh cung nh nhng moi e doa mi cho cac doanh nghiep.

Nestle Viet Nam la mot thanh vien cua Nestle toan cau hoat ong trong lnh vc thc
pham. Sau hn 10 nam hoat ong, Nestle Viet Nam a tr thanh mot trong nhng
cong ty thanh cong trong lnh vc kinh doanh san pham thc uong giai khat, bo
dng va thc pham tai th trng Viet Nam. Nestle Viet Nam ang tng bc vn
len khang nh la mot cong ty thc pham hang au tai Viet Nam xng ang la mot
cong ty thanh vien cua Nestle toan cau. Mot trong nhng yeu to quan trong gop
phan a Nestle Viet Nam thanh cong nh ngay hom nay la nh xay dng c
nhng chien lc kinh doanh ung an, linh hoat va s kien quyet theo uoi nhng
chien lc nay trong suot thi gian va qua.
Nen kinh te ang co nhieu thay oi, s canh tranh ngay cang gay gat oi hoi cac
cong ty phai xay dng nhng chien lc phu hp cho tng giai oan phat trien. Do o
viec xay dng chien lc kinh doanh cho mot cong ty, mot nganh tr thanh nhu cau
khong the thieu trong ieu kien hien nay. Vi mong muon gop phan vao s phat trien
ngay mot ln manh cua cong ty Nestle Viet Nam noi rieng va nganh thc pham noi
chung toi manh dang chon e tai Xay dng chien lc kinh doanh cua cong ty
Nestle Viet Nam giai oan 2006-2010 lam e tai luan van tot nghiep.

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2. Muc ch cua e tai:
Da tren he thong kien thc ly luan c ban ve quan tr chien lc lam c s cho viec
phan tch, xaydng chien lc kinh doanh cho cong ty. Luan an nay chung toi chu y
mot so van e sau:
- Nhng lap luan ve phan tch va hoach nh chien lc t nhng khai niem c
ban ve quan tr chien lc en phan tch va xay dng mot chien lc co he thong.
- Phan tch thc trang hoat ong kinh doanh cua cong ty Nestle Viet Nam trong
thi gian qua va anh gia lai nhng chien lc a thc hien.
- Tren nen tang ly thuyet ap dung vao xay dng chien lc kinh doanh cho cong
ty mot cach logic va khoa hoc.
- a ra nhng giai phap nham thuc ay thc hien chien lc mot cach hieu qua
nhat.
3. oi tng va pham vi nghien cu:
- oi tng: e tai chu yeu hng en viec nghien cu qua trnh xay dng chien
lc cua cong ty.
- Pham vi nghien cu: Cong ty Nestle Viet Nam. Tuy nhien trong qua trnh xay
dng chien lc khong the khong quan tam en cac cong ty canh tranh trong
nganh.
4. Nguon tai lieu va phng phap nghien cu:
- S dung cac nguon tai lieu cua cong ty va nhng nguon tai lieu c cong bo
ben ngoai.
- S dung cac phng phap mo ta, thong ke, phan tch, tong hp
5. Ket cau luan van:
Ngoai phan m au va ket luan, luan van c chia thanh ba chng:
- Chng 1: C s ly luan.
- Chng 2: Thc trang hoat ong cua cong ty Nestle Viet Nam trong thi gian
qua.
- Chng 3: Xay dng chien lc kinh doanh cua cong ty Nestle Viet Nam giai
oan 2006-2010.

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CHNG I
C S LY LUAN VE CHIEN LC KINH DOANH

1.1 KHAI NIEM VE CHIEN LC KINH DOANH VA CAC LOAI CHIEN LC
1.1.1 Khai niem ve chien lc kinh doanh
Co nhieu cach ly giai khac nhau ve chien lc kinh doanh, tuy nhien mot cach tong
quat va de hieu nhat co the xem chien lc kinh doanh cua cong ty la mot chng
trnh tong hp, nham nh hng cac hoat ong e at nhng muc tieu cua cong ty.
Chien lc kinh doanh bao gom cac yeu to, muc tieu, ke hoach, chnh sach cung nh
s the hien quan iem kinh doanh cua doanh nghiep trong moi trng kinh doanh.
Khai niem chien lc kinh doanh luon gan lien vi s canh tranh. Khi xay dng,
quan ly thc hien chien lc tot se tao ra va nang cao li the canh tranh cho doanh
nghiep.

1.1.2 Cac loai chien lc
1.1.2.1 Chien lc tang trng tap trung
Nhom chien lc tang trng tap trung la cac chien lc co nhng ac iem chung
ve san pham va yeu to th trng on nh. Chien lc kinh doanh nay chu yeu da
vao viec cai tien san pham co san hoac tan dung c hoi hien co trong th trng on
nh. Vi nhom chien lc nay, cac doanh nghiep thng tap trung moi tiem lc au
t vao lnh vc quen thuoc nham tao li the canh tranh cho mnh.
Chien lc tang trng tap trung gom co:
- Chien lc xam nhap th trng: m rong them th phan cho cac san pham hien
tai va cac dch vu trong cac th trng hien tai qua no lc tiep th nhieu hn.
- Chien lc phat trien th trng: dung nhng san pham, dch vu hien co xam
nhap vao cac th trng mi.
- Chien lc phat trien san pham: bang cach a them nhng san pham mi vao
th trng hien tai.

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1.1.2.2 Chien lc phat trien hoi nhap
ay la nhom chien lc co chung ac iem la m rong c hoi kinh doanh da tren
viec m rong nhng lnh vc kinh doanh lien quan en san pham cua cong ty. Nhom
chien lc nay thng phu hp cho nhng cong ty co tiem nang manh bao gom
nhng chien lc sau:
- Chien lc hoi nhap ve pha trc: M rong kinh doanh theo hng gia tang quyen
kiem soat, quyen s hu lnh vc thuoc ve khach hang. Chien lc nay thng
c ap dung oi vi cac nganh san xuat nguyen vat lieu.
- Chien lc hoi nhap ve pha sau: M rong kinh doanh theo hng gia tang quyen
kiem soat, s hu cac lnh vc thuoc nha cung cap. Ngay nay chien lc nay t
c ap dung, ngoai tr nhng lnh vc nha cung cap nam gi the oc quyen hay
nhng lnh vc co li nhuan cao.
- Chien lc phat trien theo chieu ngang: M rong kinh doanh theo hng gia tang
quyen s hu oi vi oi thu canh tranh hoac cac lnh vc thuoc san pham bo sung.

1.1.2.3 Chien lc tang trng a dang
- a dang hoa ong tam: M rong kinh doanh theo hng a vao th trng nhng
san pham, dch vu mi co lien quan vi san pham hien co.
- a dang hoa ket hp: M rong kinh doanh theo hng a vao th trng nhng san
pham, dch vu mi t lien quan en san pham dch vu hien co.

1.1.2.4 Nhng chien lc khac
- Thu hep bt hoat ong: Chien lc nay c ap dung khi doanh nghiep co chu
trng to chc lai hoat ong kinh doanh kem theo giam tai san, chi ph, e nham
thc hien muc tieu duy tr san xuat kinh doanh. Thc hien chien lc nay thanh cong
se giup cong ty loai bo bt nhng chi nhanh, nhng lnh vc kinh doanh kem hieu
qua, tap trung au t vao nhng lnh vc the manh, co li cho cong ty.
- Cat bo hoat ong: Co the la mot phan cua thu hep hoat ong. Theo chien lc nay,
cong ty co the ban nhng bo phan, chi nhanh khong can thiet, khong phu hp vi

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ieu kien hien tai cua cong ty. Cong ty thc hien chien lc nay thng vi muc ch
sap xep lai c cau nganh va tap trung vao nhng nganh the manh.
- Lien doanh: hnh thanh mot to chc kinh doanh mi ben canh cac to chc ban au
va s hp nhat hay sap nhap nhieu to chc kinh doanh vi nhau. Thc hien thanh
cong chien lc lien doanh se tao cho doanh nghiep mot v the canh tranh mi, mot
nguon lc mi, mot phong cach va lnh vc kinh doanh mi. Ngay nay chien lc nay
c rat nhieu cong ty tren the gii ap dung e tan dung nhng the manh cua nhng
thanh phan lien doanh.
- Chien lc tong hp: la s ket hp hai hay nhieu chien lc n le lai vi nhau.
ay la chien lc thc te nhat va c nhieu cong ty ap dung vi mong i cung luc
co the theo uoi c nhieu muc tieu, tuy nhien theo uoi chien lc nay cho cong ty
phai phan tan nguon lc lam suy giam kha nang canh tranh.

1.2 LY THUYET VE XAY DNG CHIEN LC KINH DOANH:
1.2.1 Quy trnh hnh thanh mot chien lc: gom hai giai oan
1.2.1.1 Giai oan nghien cu
Cong viec cua giai oan nghien cu la phan tch cac yeu to thuoc ve moi trng ben
ngoai, cac yeu to noi bo e xay dng nhng ma tran sau:
Ma tran cac yeu to ben ngoai (EFE)
Ma tran EFE la cong cu tom lc va anh gia cac thong tin thuoc pham vi ben ngoai
doanh nghiep nh yeu to xa hoi, kinh te, chnh tr, luat phap
Ma tran co dang chuan nh sau:
Bang1 Ma tran EFE
Cac yeu to ben ngoai chu
yeu
Mc quan
trong
Phan loai So iem quan
trong
A
B
C




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Mc quan trong la so dng t 0 en 1, yeu to quan trong hn c the hien bi gia
tr ln hn va tong cong mc quan trong bang 1. iem cot phan loai c gan cac
gia tr t 1 en 4. iem 4 the hien s ng pho cua cong ty tot nhat va iem 1 la kem
nhat. So iem quan trong bang tch cua mc quan trong vi phan loai.
Ma tran hnh anh canh tranh:
Ma tran hnh anh canh tranh nhan dien va phan tch anh gia nhng oi thu canh
tranh chu yeu. Ma tran nay gan giong nh ma tran cac yeu to ben ngoai tuy nhien
ma tran hnh anh canh tranh m rong hn va cac yeu to xem xet khong phai ch lien
qua en cong ty ma lien quan en nhom oi thu chung ta ang anh gia. Ma tran
hnh anh canh tranh la cong cu quan trong ma hau het cac nha chien lc a dung bi
anh hng cua canh tranh la yeu to quan trong bac nhat trong cac yeu to ben ngoai.
Tong so iem anh gia cua oi thu canh tranh c so vi cong ty mau. Cac mc
phan loai ac biet cua nhng oi thu canh tranh co the c em so sanh vi mc
phan loai cua cong ty mau. Ma tran hnh anh canh tranh cho cac nha chien lc thay
c the manh, yeu tng mat cua cac oi thu chu yeu. ay la nhng thong tin quan
trong trong viec xay dng chien lc kinh doanh.
Cac ch tieu thng c quan tam e anh gia cac oi thu canh tranh gom: th phan,
kha nang tai chnh, chat lng san pham, uy tn nhan hieu, cong tac nghien cu &
phat trien
Bang 2 Ma tran hnh anh canh tranh
Cong ty canh tranh mau Cong ty canh
tranh 1
Cong ty canh
tranh 2
Cac yeu to Mc o
quan
trong
Phan
loai
iem
quan
trong
Phan
loai
iem
quan
trong
Phan
loai
iem
quan
trong
Liet ke cac
yeu to

Tong iem
quan trong

Ma tran cac yeu to noi bo (IFE):
Ma tran cac yeu to noi bo cho phep liet ke va anh gia nhng mat manh, yeu cua
doanh nghiep. Cac hoat ong marketing, tai chnh, san xuat, nhan s bieu hien cac

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hoat ong cot loi cua hau het cac cong ty. Viec nhn nhan, anh gia cac iem manh,
yeu cua doanh nghiep mot cach he thong va khoa hoc se tao ieu kien hnh thanh va
la chon nhng chien lc thay the hieu qua, tao li the canh tranh cho doanh nghiep.
Cach xay dng ma tran cac yeu to noi bo tng t ma tran cac yeu to ben ngoai.
Bang 3 Ma tran IFE
Cac yeu to ben trong chu
yeu
Mc quan trong Phan
loai
So iem quan
trong
A
B
C




1.2.1.2 Giai oan xay dng
Da tren nen tang thong tin thu thap va phan tch trong giai oan nghien cu, lap
nhng ma tran cong cu hnh thanh cac chien lc co kha nang la chon. Thng s
dung nhng ma tran sau: Ma tran SWOT, ma tran Taxis, ma tran SPACE, ma tran
BCG, ma tran IE, ma tran chien lc chnh.
Ma tran SWOT:
Cot loi cua ma tran SWOT la da vao viec phan tch yeu to ben trong ben ngoai e
hnh thanh nhng ket hp toi u cac yeu to ben trong va ben ngoai. Ma tran SWOT
co the giup cho cac nha quan tr co 4 cach ket hp:
+ Chien lc iem manh c hoi (SO): cac chien lc SO s dung nhng iem manh
ben trong cua cong ty e tan dung nhng c hoi ben ngoai. Ve mat ly thuyet chien
lc SO co the la nhom chien lc oc lap va cong ty nao cung mong muon thc
hien chien lc nay e m rong phat trien cong ty, tuy nhien trong thc te e thc
hien nhom chien lc nay cong ty trc tien phai t hoan thien mot so yeu to khac
e san sang thc hien chien lc SO. Do o thng cac cong ty phai trai qua cac
chien lc WO, ST, WT e a cong ty ve v tr thc hien chien lc SO.
+ Chien lc iem yeu c hoi (WO): chien lc nay nham cai thien nhng iem
yeu ben trong bang cach tan dung nhng c hoi ben ngoai.

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+ Chien lc iem manh nguy c (ST): s dung cac iem manh cua cong ty e ne
tranh hay giam anh hng cua nhng e doa ben ngoai.
+ Chien lc iem yeu nguy c (WT): la nhng chien lc phong thu nham lam
giam i nhng iem yeu ben trong va tranh khoi nhng moi e doa t moi trng
ben ngoai.
Bang 4- Ma tran SWOT
Moi trng
ben ngoai

Moi trng
ben trong

O: nhng c hoi



Liet ke cac c hoi
T: Nhng nguy c



Liet ke nhng nguy c
S: Nhng iem manh

Liet ke nhng iem
manh

Cac chien lc SO

S dung cac iem manh
tan dung c hoi
Cac chien lc ST

S dung nhng iem
manh e ne tranh nguy
c
W: Nhng iem yeu

Liet ke nhng iem yeu


Cac chien lc WO

Han che nhng mat yeu
e tan dung c hoi
Cac chien lc WT

Toi thieu hoa nhng
iem yeu va tranh e
doa

1.2.2 La chon va thc thi chien lc
1.2.2.1 Ma tran chien lc co the nh lng (QSPM)
Thng ngi ta dung ma tran chien lc co the nh lng (QSPM) anh gia nhng
chien lc kha thi co the thay the chien lc hnh thanh giai oan tren e la chon
nhng chien lc toi u nhat. Ma tran QSPM s dung thong tin t cac ma tran EFE,
IFE, SWOT, IE giai oan mot lam thong tin au vao e phan tch. Tuy nhien cung
nh cac ma tran khac, ma tran QSPM cung con phu thuoc nhieu vao trc giac, phan
oan cua nha chien lc.
Mo hnh c ban cua ma tran QSPM:


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Bang 5 Ma tran QSPM
Cac chien lc co the la chon
Chien lc 1 Chien lc 2 Chien lc 3
Cac yeu to
chnh


Phan
loai
AS TAS AS TAS AS TAS
Liet ke cac
yeu to ben
trong va ben
ngoai



Phan loai: iem nho nhat 1 the hien tnh yeu kem va iem ln nhat 4 the hien iem
manh.
AS: iem hap dan. AS co so iem thap nhat la1 va cao nhat 4
TAS: tong so iem hap dan. AS c tnh bang iem phan loai nhan vi iem hap
dan.
1.2.2.2 La chon chien lc
Da vao cong cu ma tran QSPM, nha chien lc anh gia tnh hap dan cua cac chien
lc kha thi co the thay the. Cac chien lc nay c hnh thanh trong qua trnh ket
hp cac yeu to ben trong va ben ngoai. Doanh nghiep co the la chon nhng chien
lc co iem hap dan nhat hoac co the ket hp nhng chien lc co so iem cao vi
nhau hnh thanh nhng chien lc phu hp vi ieu kien cua cong ty.
La chon chien lc la khau rat quan trong trong toan bo qua trnh xay dng chien
lc cua cong ty. No the hien s tng thch gia nhng chien lc co tnh hap dan
cao va phng hng chnh sach phat trien cua cong ty.
1.2.2.3 Thc thi chien lc
Khi cong ty quyet nh theo uoi mot hay nhieu chien lc cha phai a ket thuc v
khong phai viec thc thi chien lc t ong ien ra. Phai co s chuyen dch y ngh
chien lc thanh hanh ong chien lc.
Mo hnh quan tr chien lc:
S o 1
Xac nh
nhiem vu,
muc tieu
va chien
lc hien
tai
Kiem tra ben
ngoai e xac
nh cac c
hoi va e hoa
chnh
Xet lai
nhiem
vu kinh
doanh
Kiem tra ben
trong e nhan
dien cac iem
manh yeu
quan trong
La chon
nhng
chien
lc e
theo uoi
Thiet lap
nhng muc
tieu hang
nam
e ra
nhng
chnh
sach
Phan
phoi
cac
nguon
tai
nguyen
o
lng
va
anh
gia
thanh
tch
Thong tin phan hoi
Thong tin phan hoi
Hnh thanh chien lc
Thc thi
chien lc
anh gia
chien lc




















1.3 VAI TRO CHIEN LC
- nh hng kinh doanh: Chien lc the hien ro muc ch, hng i cua to chc.
Cac nha quan tr xem xet va xac nh to chc i theo hng nao va khi nao at c
v tr mong i cung nh thc hien nhng cong viec can thiet e cai thien tot hn li
ch lau dai cua to chc.
- Nhan dang c hoi va nguy c: e xay dng, la chon va thc hien chien lc hieu
qua yeu cau nha quan tr phai phan tch va d bao cac ieu kien moi trng trong

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tng lai. Nh vay nha quan tr co kha nang nam bat, tan dung tot cac c hoi va giam
thieu anh hng cua nguy c.
- Chu ong ra quyet nh phu hp vi ieu kien ben ngoai: Da tren nhng chien
lc a c xay dng va luon luon cap nhat trong qua trnh thc hien chien lc
giup cac to chc co c nhng quyet nh chu ong hn trc nhng thay oi lien
tuc cua moi trng. Quyet nh chu ong la co gang d bao ieu kien moi trng va
sau o tac ong hoac lam thay oi cac ieu kien d bao nham hng en muc tieu
e ra.
- Nang cao li the canh tranh: thong qua nhng cong cu, thong tin phan tch la
chon nhng chien lc kha thi nham nang cao li the canh tranh cua cong ty
va ne tranh rui ro.

Ket luan chng 1

Xay dng chien lc la mot qua trnh xuyen suot t khau nghien cu, xay dng, la
chon va thc thi chien lc. Trong suot qua trnh o moi khau eu co nhng vai tro
quan trong va gan ket vi nhng khau tiep theo.
Doanh nghiep thc hien chien lc thng the hien tnh chu ong hn la ch phan
ng lai vi moi trng ben ngoai. V vay doanh nghiep nen no lc tao anh hng, d
oan trc va tao moi trng hn la ch phan ng vi nhng s kien. Chien lc kinh
doanh cua mot cong ty the hien mot phng cach logic, he thong, khach quan nh
hng kinh doanh cua mnh. Theo nhieu nghien cu cho thay neu cong ty co xay
dng chien lc th co nhieu thanh cong hn trong kinh doanh.


Trang 14
CHNG II
PHAN TCH THC TRANG KINH DOANH CUA NESTLE
VIET NAM
2.1 GII THIEU VE CONG TY NESTLE VIET NAM
2.1.1 Qua trnh hnh thanh va phat trien
Nestle Viet Nam la mot thanh vien cua tap oan Nestle hoat ong trong lnh vc thc
pham.
Nestle thanh lap van phong kinh doanh tai Viet nam t nam 1916 tai Sai Gon. Nam
1972, Nestle xay dng nha may sa bot Dielac cho tre s sinh, nha may nay i vao
hoat ong nam 1975 (nay c quan ly bi Vinamilk). T nam 1990 Nestle xuc tien
viec noi lai cac hoat ong tai Viet Nam thong qua viec m van phong ai dien tai TP.
HCM nam 1993.
Nam 1995 thanh lap cong ty TNHH Nestle Viet Nam, nha may at tai KCN Bien
Hoa 2, ong Nai.
Nam 1996 thanh lap cong ty TNHH San Pham Sa Nestle Viet Nam
Nam 2001 sap nhap hai cong ty thanh cong ty TNHH Nestle Viet Nam theo giay
phep 1152/GPDC10-BKH-KCN N. Van phong chnh at tai 41 Nguyen Th Minh
Khai, Q1, HCM. Tong von au t cua Nestle Viet Nam hien nay la 45 trieu USD vi
so nhan vien hn 800 ngi lam viec tai 2 nha may va 4 van phong kinh doanh tren
pham vi ca nc. Vi hn 120 nha phan phoi, 40 kenh tieu thu trc tiep cua Nestle
tren khap cac tnh thanh, san pham cua Nestle co mat tren pham vi ca nc.
2.1.2 San pham chnh va th phan
San pham ca phe hoa tan:
San pham ca phe hoa tan mang lai doanh thu 32% vi doanh so khoang 171 ty trong
sau thang au nam nam 2005. Ca phe hoa tan co hai chung loai chnh la ca phe en
hoa tan va ca phe sa hoa tan vi nhieu cong thc pha che va mau ma khac nhau.
San pham ca phe hoa tan c san xuat theo cong nghe hien ai cua Chau Au s
dung 100% nguyen lieu ca phe chon loc trong nc vi hng v phu hp vi tng th
phan trong nc va nc ngoai. Th phan cua Nestcafe trong nhom ca phe hoa tan:

Trang 15
Bang 6 Th phan Nescafe
Th phan Nhan hieu
2000 2001 2002 2003 2004 Q2/2005
Nescafe 57% 55% 51% 47% 46% 48%
Vinacafe 40% 42% 44% 45% 47% 43%
Nhan hieu khac 3% 3% 5% 8% 7% 9%
Nguon: nghien cu Marketing noi bo
Thc uong so-co-la (Milo):
La san pham gop phan ln nhat trong doanh so cua nhom hang san xuat trong nc.
Vi doanh so sau thang au nam 2005 khoang 180 ty ong chiem 33% doanh thu.
San pham Milo s dung c cho moi o tuoi va ang gi the gan nh oc quyen tai
th trng Viet Nam. Nhan hieu Milo ngay cang c a chuong va cung la nhan
hieu tai tr nhieu cho the thao Viet Nam thong qua cac giai nh bong a tre em
ng pho, 5 trieu ch ky ung ho Seagame 22

Bang 7 Th phan Milo
Th phan Nhan hieu
2000 2001 2002 2003 2004 Q2/2005
Milo 90% 92% 91% 91% 89% 90%
Ovaltine 10% 8% 7% 7% 9% 8%
Nhan hieu khac - - 2% 2% 2% 2%
Nguon: Nghien cu Marketing noi bo.
San pham bot nem va nc tng Maggi:
San pham bot nem va nc tng mang nhan hieu Maggi c phat trien thanh cong
nhieu nc tren the gii, tuy nhien moi quoc gia, Maggi co nhng cong thc san
xuat rieng. Cac san pham thuoc nhom Maggi Viet Nam phu hp vi hng v ngi
Viet bao gom bot nem Maggi ga, Maggi heo, Maggi bao ng, nc tng, dau hao
chung loai san pham nay gop phan10% doanh thu 6 thang au nam 2005 vi gan
50ty ong.


Trang 16
Bang 8 Th phan nc tng va bot nem
Th phan Nhan hieu
2002 2003 2004 Q2/2005
Nc tng Maggi 3% 12% 13% 13%
Bot nem Maggi 17% 23% 34% 37%

Tra Nestea:
Nestea nam trong nhom hang thc uong cua Nestle chiem ty trong kha ln trong
doanh thu. Th trng san pham thc uong Viet Nam rat bien ong trong nhng nam
gan ay, tuy nhien Nestea van duy tr c th phan nhat nh va gop phan gan 8%
doanh thu vi doanh so 41 ty ong sau thang au nam 2005.
Bang 9 Th phan tra Nestea
Th phan Nhan hieu
2000 2001 2002 2003 2004 Q2/2005
Nestea 65% 57% 48% 41% 30% 31%
Icetea 35% 40% 44% 43% 37% 37%
Nhan hieu khac - 3%- 8% 16% 33% 32%
Nguon: Nghien cu Marketing noi bo
Bot ngu coc:
Nhom san pham bot ngu coc co 6 loai: Bot ngu coc ga, bot gao cao cap, bot au nanh
gao, bot rau cu, bot trai cay, lua m sa. Th phan cua nhom san pham nay la tre nho
ang giai oan an dam. Mac du theo quy nh cua Nestle nhom san pham nay khong
c quang cao di moi hnh thc nhng ket qua kinh doanh cung kha cao, ong
gop 8% doanh thu 6 thang au nam. Th phan san pham bot ngu coc on nh t nam
2000 en nay va luon dan au vi khoang 26% xep tren Vinamilk 24%.
Sa chua va sa ti thanh trung:
Mac du 2 san pham nay chiem ty trong nho nhng ay la san pham chien lc cua
cong ty. Sa ti thanh trung c san xuat tai nha may Ba V t nguon nguyen lieu
thu mua trc tiep t nong dan. Nguon nguyen lieu nay co c la ket qua cua s hp

Trang 17
tac chat che gia nong dan va d an thien ch cua Nestle Ba V t nam 1993. theo
d an nay pha Nestle cung cap nhng chuyen gia co kien thc va kinh nghiem trong
lnh vc phat trien an bo sa, truyen at va chuyen giao ky thuat nuoi bo sa cho
nong dan.
Sa ti thanh trung cua Nestle c san xuat bang cong nghe hien ai cua Nestle
toan cau. Trong suot qua trnh san xuat luon c duy tr nhiet o toi a 80
o
C nh
vay duy tr c nhng vi khuan co li cho sc khoe. Do o thi han s dung cua
nhom san pham nay ngan va t c bay ban rong rai tren cac ai ly ma tap trung
chu yeu sieu th va khach hang chu yeu la nhng ngi thng s dung sa ti.
2.1.3 Tnh hnh tieu thu san pham
Theo toc o phat trien san pham, doanh thu cua cong ty t khi thanh lap en nay lien
tuc tang kha (trung bnh tang doanh thu hn 30%/nam). Trong hn 7 nam hoat ong,
nhieu san pham mi ra i thay the cho nhng san pham cu e tang doanh so. Sau
ay la doanh so t nam 2000-2005.
Bang 10 Doanh thu
n v trieu ong
San pham 2000 2001 2002 2003 2004 1-6/2005
Milo 142,983.56 156,673.15 163,597.63 185,037.65 197,772.75 179,526.00
Nescafe 128,935.67 143,552.80 149,683.20 157,790.35 169,950.05 170,922.00
Sa bot 80,964.73 82,569.00 70,683.15 70,738.80 153,526.95 12,810.00
Tra Nestea 28,273.00 35,525.60 63,256.73 61,247.85 52,956.35 41,246.25
Bot ngu coc 31,532.56 33,157.00 35,862.15 38,993.05 68,030.50 44,536.00
Bot nem
nc tng

-

-
9,875.93 35,699.45 62,090.40 52,995.00
Sa chua 16,815.30 18,115.50 18,483.60 20324.35 25786.50 12,079.50
Sa ti 6,975.11 7,825.00 8,012.50 8,425.50 15,680.52 11,487.50
Bot
coffeemate
2,953.98 5,563.00 5,763.00 6,641.25 9,735.90 9,798.00
San pham
khac
11,849.85 19,147.48 17,476.28 8,722.55 14,073.08 4,627.00
Tong cong 451,283.76 502,128.53 542,694.17 593,620.80 769,603.00 540,027.25

Trang 18
Nguon: So lieu bao cao tai chnh cong ty
Nhan xet:
Trong thi gian 5 nam t 2000 en 2004, doanh thu cua hai nhom san pham Nescafe
va Milo tang rat cham. San pham Milo ch tang 38%, Nescafe ch tang 31%. Ben
canh o co nhng san pham tang kha nh Bot ngu coc tang trung bnh moi nam 23%,
ac biet la nhom san pham Bot nem va nc tng tang len 6 lan sau ba nam a san
pham ra th trng.
2.1.4. S mang va nguyen tac kinh doanh
2.1.4.1 S mang
Cac thanh vien Nestle toan cau cung chung mot s mang:
Nestle la nguon dinh dng trong cuoc song cua ban,
Thc an hang ngay cua ban
Chat lng san pham tot xng ang gia tr
(Theo nh hng chien lc Nestle toan cau)
S mang cua cong ty bao gom:
- Quan trong va at len hang au la gan bo mat thiet vi ngi tieu dung nham ap
ng nhu cau cua ngi tieu dung trong lnh vc san xuat thc pham.
- No tao thanh mot moi quan he hu c khong the tach ri gia cuoc song con ngi
vi nhng san pham cua Nestle.
- e tao c moi quan he mat thiet o, bat buoc nhng san pham cua Nestle phai co
c mot chat lng va mot tam voc tng xng ay cung la mat u viet noi troi
e nhng san pham cua Nestle co c tnh sang tao va troi hn nhng oi thu canh
tranh.
Theo ba noi dung nay, cac chnh sach chien lc cua Nestle thanh vien phai xem
xet nh la nhng ng hng kinh doanh bat buoc.
2.1.4.2 Nguyen tac kinh doanh va van hoa cong ty
Nguyen tac kinh doanh:
Nestle Viet Nam chu ong xay dng van hoa kinh doanh gan gui vi Viet Nam ong
thi tuan theo nhng nguyen tac kinh doanh va van hoa Nestle toan cau. Nestle Viet
Nam cam ket tuan thu nhng nguyen tac kinh doanh sau:

Trang 19
- Muc tieu kinh doanh cua Nestle cung nh cua cap quan ly va nhan vien moi cap
bac la san xuat va tiep th nhng san pham cua cong ty sao cho co the tao nen nhng
gia tr lau ben cho nhng ngi tieu dung, nhng co ong, nhan vien, cac oi tac kinh
doanh va so ln nhng nen kinh te quoc gia tai o Nestle hoat ong.
- Nestle khong chu trng theo uoi li nhuan trc mat lam thiet hai en s phat
trien kinh doanh lau dai cua cong ty, li nhuan hang nam la e duy tr s ung ho cua
cac th trng tai chnh va nham tai tr cho cac d an au t.
- Nestle tin tng rang thong thng luat phap la cong cu hu hieu nhat e bao
am t cach ao c, mac du trong mot so lnh vc nhat nh, viec co them nhng
hng dan khac cho cap quan ly va nhan vien di hnh thc nhng nguyen tac kinh
doanh t giac la rat co ch, nham am bao rang nhng tieu chuan cao nhat se c ap
dung xuyen suot cong ty.
- Nestle nhan thc c rang thanh cong cua mot tap oan la s phan anh trnh o,
nghiep vu, hanh vi va gia tr ao c cua cap quan ly va nhan vien, do o viec tuyen
chon nhan vien thch hp va chnh sach ao tao va phat trien lien tuc co tnh chat
quyet nh.
- Nestle nhn nhan rang ngi tieu dung co quyen quan tam en cong ty ang sau
nhan hieu Nestle, cung nh cach thc hoat ong cua cong ty.
Van hoa:
Ngoai phong thai quoc te va s ton trong tnh biet d, Nestle con tha nhan mot so
gia tr c ban. Gia tr nay mot phan xuat phat t nguon goc Thuy S, a c phat
trien theo dong lch s lau dai va to ra hu ch va phu hp vi nganh nghe kinh
doanh cua cong ty:
- Cach tiep can kinh doanh mang tnh thc dung nhieu hn la giao ieu.
- Co au oc thc tien va can c vao nhng quyet nh tren s kien hn la m c
hoac ao tng.
- Gi gn ao c kinh doanh, chan thanh, chnh trc va pham chat.
- Quan he tren c s tn nhiem, mong i oi tac co thai o chnh trc ho tng va
t khc moi s mu o.

Trang 20
- Giao dch trc tuyen va thch nghi vi ong nghiep, qua o giam c toi a thu tuc
hanh chanh.
- Can bo, nhan vien Nestle khong khoa trng nhng luon y thc ve gia tr cua mnh
va hnh anh tch cc cua cong ty. Ve c ban, ho rat khiem ton, nhng khong v the
ma mat i phong cach va y thc ve pham chat cua mnh.
- Can bo, nhan vien Nestle san sang tiep nhan cac trao lu nang ong va hng ti
tng lai trong lnh vc cong nghe hoc, cac oi thay trong tap quan cua ngi tieu
dung, cac y tng mi va c hoi kinh doanh, nhng van duy tr s ton trong cac gia tr,
tac phong va hanh vi c ban cua con ngi. Nestle khong tin vao nhng g co tnh
thi thng nhat thi va nhng ke t phong thong thai.
2.2 THC TRANG THC HIEN CHIEN LC CONG TY NESTLE VIET NAM
Trong qua trnh hoat ong va phat trien, Nestle Viet Nam a thc hien nhng chien
lc sau:
2.2.1 Chien lc phat trien san pham
T khi i vao hoat ong thng mai nam 1997, Nestle Viet Nam lien tuc a ra th
trng nhng san pham mi nh Milo, Nescafe, nc tng Maggi, bot nem Maggi,
sa chua...
Hau het nhng san pham mi cua cong ty trong thi gian qua la nhng san pham
c Viet hoa t nhng san pham goc cua Nestle toan cau. Cac trung tam nghien cu
phat trien Nestle hang nam cho ra i nhieu san pham mi e phuc vu cho cac chi
nhanh Nestle tren khap the gii. Da va cac ket qua nghien cu nay va nhng thong
tin th trng, phong phat trien san pham cua Nestle Viet Nam ieu chnh t cong
thc goc cua san pham e phu hp vi th hieu, thoi quen, s thch cua ngi tieu
dung.
Thng nhng thay oi lien quan en bao b, quy cach ong goi, cac thanh phan tao
hng v va thnh thoang cung co thay oi thanh phan dinh dng e phu hp hn vi
ieu kien song cua ngi Viet Nam.
V du ve s khac biet cua san pham Milo cac th trng tren the gii.
+ Th trng Chau Au, Chau My: thanh phan sa gay cao, ham lng ng thap do
o Milo rat beo.

Trang 21
+ Th trng Tay A: Thanh phan cacao ln, t ng Milo co v ang
+ Th trng Viet Nam: Ham lng ng nhieu, cacao t San pham Milo gan
giong Socola co ng.
2.2.2 Chien lc phat trien th trng
San pham cua cong ty c a ra th trng au tien 2 thanh pho ln la Ho Ch
Minh va Ha Noi. Thong qua chien lc phat trien th trng, cong ty a tng bc
xay dng c he thong phan phoi va he thong ca hang ban le sang cac tnh mien
trung, cao nguyen va cac tnh mien tay. Nam 1998 Nestle Viet Nam ch co 9 nha
phan phoi trong o co 6 nha phan phoi TP. HCM va Ha noi th nay co 120 nha
phan tren toan bo cac tnh thanh trong ca nc.
2.2.3 Chien lc xam nhap th trng
Nestle Viet Nam thc hien chien lc xam nhap th trng thong qua nhng chien
lc Marketing cu the:
- Quang cao: Cac chng trnh quang cao tren tivi va bao cua Nescafe, Nestea, sa
Gau, Milo
- Tai tr cac chng trnh truyen hnh, chng trnh ca nhac, cac giai the thao:
Chuyen nho (Sa Gau), Not nhac chieu th bay (Nescafe), tai tr giai bong thieu
nien co hoan canh ac biet (Milo).
- To chc hoi thao dinh dng sc khoe cong ong, t van chuyen e ve dinh
dng tre ang tang trng, tre an dam cho cac ba me. (sa Gau, Bot ngu coc)
- To chc cac hoat ong gii thieu san pham ngoai tri: gii thieu san pham dung
th en trng hoc, nha dan, cac sieu th (Sa chua, Milo UHT, Maggi, Nescafe)
- Thc hien cac chng trnh khuyen mai: trung thng xe hi vi Nescafe, tang so
tay noi tr v san pham Maggi, tang qua Milo, Nestea
2.3 KET QUA THC THI CHIEN LC
Vi s thc hien ket hp 3 chien lc chnh tren a mang lai nhng thanh cong ang
ke cho cong ty.
Uy tn nhan hieu:
Ket qua 1000 phieu tham do ngau nhien nam 2004 cho thay, cong ty Nestle la cong
ty c ngi tieu dung tin tng nhat va cong ty c ngi lao ong u chuong.

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Nestle, Coca-Cola va Lavie ng th 3 trong so cac cong ty thc pham va nc giai
khat c tin tng va u chuong sau cong ty Dutch Lady va Vinamilk. Cung theo
cuoc khao sat, sau khi hoi ve cong ty Nestle, 30% ngi tieu dung tra li ngay la co
biet, cung nh 90% nhan biet logo cua cong ty.
(Nguon: nghien cu noi bo)
Th phan:
Ngoai tr Milo chiem oc quyen, Nestle Viet Nam con gianh c v tr dan au
trong rat nhieu nhom san pham, nh bot ngu coc, Bot nem, ca phe hoa tan.
Th trng:
San pham Nestle a co mat tren toan quoc va hng ti nhieu phan khuc th trng.
Vi he thong nha phan phoi va ca hang ban le, san pham Nestle luon co san moi
ni e ap ng nhu cau khach hang.
Tang trng:
Ty le tang trng noi bo bnh quan trong nhng nam gan ay at mc cao. ac biet
la trong nhng nam 2003 at 8%, nam 2004 at 30% va sau thang au nam 2005 at
37%.
Mot so san pham chien lc ong gop ang ke vao toc o tang trng cua cong ty
nh vao s cai tien lien tuc nh Nescafe My Cup, sa Gau DHA
Hoa von:
Tnh hnh hoat ong kinh doanh c cai tien lien tuc trong nhng nam qua, lo cua
cac nam sau giam dan va d bao se hoa von vao cuoi nam 2006. S d doanh thu
cha bu ap c chi ph la v ty le chi ph khau hao, chi ph trc hoat ong va chi
ph ao tao qua cao. Ty le cac chi ph co nh nay trong gia von hang ban a giam
dan khi khoi lng san xuat ang tang len.
Nhng iem can cai tien:
Ben canh nhng thanh cong, con ton tai mot so van e can cai tien:
- Th phan Nescafe giam lien tuc t khoang cach kha xa so vi Vinacafe 57/40 vao
nam 2000 ch con 48/43 trong quy 2 nam nay.
- S that bai cua san pham sa bot cha canxi Omega lam cho th phan, doanh thu
ve nhom hang sa giam.

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- Th phan Milo giam sut ke t khi Unilever tr thanh nha phan phoi cho san pham
Ovaltine nam 2004.
- Chung loai san pham cua Nestle Viet Nam con qua ngheo (87 loai) so vi Nestle
toan cau (hn 30 nghn loai san pham), dan en doanh thu san pham Nestle Viet
Nam cha tng xng vi th trng. Doanh thu san pham Nestle Viet Nam trong th
trng noi a nam 2004 ch at 0.60USD/ngi/nam trong khi o Nestle Thai Lan
at hn 10USD/ngi/nam.
PHAN TCH YEU TO MOI TRNG TAC ONG EN HOAT ONG CUA
CONG TY NESTLE VIET NAM
2.3.1 Moi trng ben ngoai
2.4.1.1 Phan tch moi trng v mo
Cac yeu to kinh te:
- Cac ch so kinh te
Bang 11 Cac ch so kinh te
Ch tieu 2000 2001 2002 2003 2004 2005 muc tieu
GDP (%) 6.79 6.89 7.04 7.24 7.69 8.5
GDP bnh quan ngi (USD 403.6 415.4 440.1 489.9 552.9 -
Lam phat (%) -0.6 0.8 4.0 3.0 9.5 6.5
Nguon: Tong cuc thong ke
- Cac s kien kinh te noi bat trong thi gian va qua la nhng yeu to nhay cam tac
ong trc tiep en moi trng kinh doanh.
+ Gia dau tho the gii tiep tuc tang ( t khoang 30USD/thung nam 2000 en khoang
65USD/thung trong thang 9 nam nay)
+ Tien trnh cai cach theo lo trnh cat giam thue quan CEPT va cai cach gia nhap
WTO. Ngay 14/9 Ngan hang the gii va Cong ty tai chnh quoc te chnh thc cong bo
tren toan the gii Viet Nam ng th 3 trong so nhng nen kinh te co nhieu cai cach
nhat ve moi trng kinh doanh.
+ Nguy c cum gia cam bung phat nhieu quoc gia, khong dng lai cac nc chau
A ma sang ca chau Au va chau My.

Trang 24
+ Lai suat huy ong von cua cac ngan hang thng mai va lai suat cho vay lien tuc
tang trong thi gian gan ay.
Nhan xet:
- Thuan li:
+ Tnh hnh kinh te phat trien on nh, GDP/ au ngi tang the hien mc song ngi
dan ngay mot cai thien, thuan li cho viec m rong th trng san pham cua cong ty
ac biet la nhng san pham cao cap.
+ Cac chnh sach tai chnh thong thoang tao thuan li huy ong von cho kinh doanh,
au t.
+ Gia nhap WTO se lam giam thue nguyen vat lieu au vao.
- Han che:
+ Gia dau tho the gii tang dan en hang loat cac yeu to au vao t nguyen vat lieu,
nhien lieu, tien lng tang len lam cho gia thanh san pham tang. Theo bao cao cua
tong cuc thong ke, trong ba quy au nam ch gia chung tang len gan 7 %, trong o
nganh thc pham tang nhieu nhat gan 10%. Ch tnh rieng ve gia dau tang len (t
4,850/lt trc ngay 29/03/05 len 7,500 nh hien nay) lam cho chi ph cua Nestle
Viet Nam tang them gan 7 ty ong. (theo Bao cao tieu thu nang lng cua cong ty)
+ Dch cum gia cam lam cho nguon nguyen lieu bot th ga tang gia 5% lam cho
doanh thu cac san pham co cha bot th ga giam 7%. (theo bao cao phan tch chi ph
va doanh thu noi bo cua cong ty)
+ Lai suat tang lam cho chi ph s dung von tang len dan en gia thanh san pham
tang.
Cac yeu to chnh tr va luat phap:
+ Viet Nam ang that chat va m rong moi quan he ngoai giao vi cac nc tren thi
gii. Trong no lc cai cach kinh te, bnh thng hoa quan he vi My va thiet lap quan
he ngoai giao vi vi nhieu nc, a tao nhieu ieu kien thuan li hn cho cac doanh
nghiep.
+ He thong luat phap Viet Nam hien nay cha tng thch vi luat phap quoc te.
Luat doanh nghiep c xem la s quan tam hang au cua cac doanh nghiep nc

Trang 25
ngoai ch mi a vao ap dung ba nam tr lai ay nen con nhieu van e can sa
cha bo sung.
Nhan xet:
- Thuan li:
+ Vi moi trng chnh tr on nh se la mot thuan li e ban giam oc Nestle toan
cau xem xet au t m rong cho Nestle Viet Nam.
+ Thu hut c au t nc ngoai vao cac nganh nguyen vat lieu lam tang tnh canh
tranh, nang cao chat lng, giam gia.
- Han che:
Van e quan tam hang au hien nay la y thc thi hanh luat phap va cac bien phap
che tai thi hanh luat Viet Nam cha tot, ac biet trong lnh vc chong san xuat,
kinh doanh hang nhai, hang gia, va buon lau.
Cac yeu to xa hoi:
Vi so dan hn 82 trieu ngi nam 2004, se tang len gan 90 trieu ngi vao nam
2010. ay la ieu kien thuan li e Nestle phat trien th trng. Tuy nhien nhu cau
th trng ngay mot a dang ve chung loai va chat lng ngay cang cao hn nen oi
hoi cong ty phai luon cai tien san xuat, au t cong nghe mi nham duy tr va tang
them th phan.
Cac yeu to thuoc ve t nhien:
ieu kien t nhien Viet Nam tng oi tot, t xay ra thien tai. Cac chnh sach nha
nc va nhng rang buoc cua a phng ve moi trng con mc thap, thuan li
cho viec s dung nhng cong nghe mang hieu qua kinh te cao. Chi ph phai tra cho
viec bao ve moi trng, khai thac nguon tai nguyen thien nhien thap. Mac khac ieu
kien t nhien thuan li cho viec trong trot che bien nguon nguyen lieu nh ca phe,
che, ma V trong ieu kien o Nestle Viet Nam la mot trong nhng muc tieu so
mot cua Nestle toan cau chon la au t mi nha may che bien ca phe.
2.4.1.2 Phan tch moi trng vi mo:
oi thu canh tranh:
Nestle Viet Nam co nhng oi thu chnh sau:

Trang 26
- Cong ty co phan Vinamilk: vi 80% co phan thuoc nha nc. Cong ty c thanh
lap t nam 1976 tren c s tiep quan 6 nha may: 1. Nha may sa Thong Nhat, 2. Sa
Trng Tho, 3. Sa bot Dielac, 4. Ca Phe Bien Hoa, 5. Banh keo Lubica va 6. Bot
dinh dng Bch Chi. Hien Vinamilk co 8 nha may, 1 x nghiep vi 3 chi nhanh
chiem 65% th phan sa trong nc. Doanh thu nam 2004 at 3,775 ty ong trong o
sa ac co ng chiem ty trong 38% doanh thu, sa bot chiem 26.5%. Nhng san
pham canh tranh trc tiep vi Nestle VN nh sa bot, bot ngu coc.
- Cong ty Unilever Viet Nam: Unilever Viet Nam thuoc tap oan Unilever toan
cau cua Anh va Ha Lan. Von au t khoang 120trieu USD vi 3 doanh nghiep LD
Lever VN, LD Elida P/S va Unilever Bestfoods VN. Unilever VN co 5 nha may vi
he thong phan phoi kha manh (350 nha phan phoi, 150,000 cua hang ban le), tuyen
dung 2000 lao ong, doanh thu nam 2003 at 3,525 ty ong trong o doanh thu nganh
thc pham chiem 5%. Nhng san pham canh tranh trc tiep vi Nestle VN nh tra
Icetea, Knorr.
- Cong ty Duth Lady: La cong ty 100% von nc ngoai vi nhng san pham canh
tranh trc tiep nh sa bot Co gai Ha Lan, sa chua. La mot cong ty ng au ve s
nhan biet cua ngi tieu dung. Dutch Lady co nhng chien lc Marketing va chien
lc quang cao hieu qua, doanh thu nam 2002 at 1,125 ty ong.
- Cong ty Vinacafe: la mot doanh nghiep nha nc ln nhat trong lnh vc san xuat,
che bien, xuat khau ca phe. La thanh vien cua hiep hoi ca phe cacao Viet Nam, dien
tch trong ca phe nam 2004 cua Vinacafe 100,000 ha vi san lng 160,000 tan/nam.
Nha may che bien ca phe hoa tan mang nhan hieu Vinacafe co cong suat 1000 tan
san pham nam. Thi phan Vinacafe nam 2004 chiem 47% cao hn Nescafe (46%).
- Cong ty Ajinomoto: Cong ty Ajinomoto la mot cong ty lien doanh gia cong ty
Ky Nghe Thc Pham Viet Nam (Fifon) vi Bode Week cua Hong Kong. Sau ngay
16/01/2004, cong ty Ajinomoto tr thanh cong ty 100% von nc ngoai. Ket qua hoat
ong kinh doanh cua Ajinomoto trong nhng nam gan ay rat tot (doanh thu 2004
doanh thu va li nhuan tang 6% at 1039 ty, li nhuan 36ty) (theo bao cao noi bo cua
Ajinomoto). San pham canh tranh trc tiep vi Nestle Viet Nam la bot nem Aji Ngon.


Trang 27
Th trng:
Th trng tieu thu san pham cua Nestle Viet Nam hien tai la th trng trong
nc.Th trng nay ngay mot nhieu canh tranh hn, trong thi gian t thang 1/2001
en 1/2003 a co 469 doanh nghiep gia nhap nganh (tang 13%). Hau het nhng
doanh nghiep mi la nhng doanh nghiep trong nc co the manh la rat linh hoat, co
chi ph thap, cac san pham tap trung phan khuc th trng thu nhap thap.
Cong ty cung bc au nghien cu th trng cac nc lan can nh Philipiness, ai
Loan, Han Quoc .
Nguon nguyen lieu:
Nestle Viet Nam s dung nguyen lieu au vao t hai nguon chnh:
+ Nguon trong nc: chiem khoang 50% tong nguyen vat lieu. Cac nguyen lieu s
dung nhieu nhat co the ke en nh: ca phe xanh, ng, mach nha va bao b ong
goi.
+ Nguon nhap khau: 30% nguyen lieu nhap t nc ngoai co nguon goc t cac
Nestle khac tren the gii nh cac san pham bot sa, bot ngu coc, tinh tra. Phan con
lai nhap t rat nhieu nc khac nhau theo nhng hp ong toan cau cua Nestle nh
sieu bot ngot, hng lieu, bot cacao
Nguyen lieu nhap khau hien nay phai chu mc thue nhap khau rat cao, co nhng
nguyen lieu phai chu thue suat 50%. V du
Bang 12
Nguyen lieu Xuat x Thue nhap khau %
Tinh tra My 50%
Hng lam lanh Ha Lan 30%
Bot tht ga My 50%
Bot tht heo My 20%
Sa gay Newziland 15%
Sieu bot ngot Nhat 10%

ieu nay lam anh hng en chi ph va kha nang canh tranh ve gia cua san pham do
cong ty thc hien tai Viet Nam.

Trang 28

San pham thay the:
+ Nhom thc uong Nescafe, Nestea: co cac san pham giai khat nh nc co gas,
nc ep trai cay, nc hoa qua t nhien
+ Nhom san pham bot ngu coc: san pham thay the chnh la chao, bot t nau.
+ Nhom bot nem, nc tng: san pham thay the chnh la bot ngot, nc mam.
2.4.1.3 Ma tran cac yeu to ben ngoai (EFE)
Bang 13 Ma tran EFE
Stt Cac yeu to ben ngoai Mc o
quan
trong
cua cac
yeu to
Phan
loai
So
iem
quan
trong
Tnh
chat
tac
ong
1 Tiem nang th trng ln 0.13 4 0.52 +
2 Nhu cau s dung thc pham thc uong che
bien san ngay cang tang
0.12 4 0.48 +
3 Toc o o th hoa vung nong thon, ngoai
thanh ngay cang tang.
0.13 3 0.39 +
4 Cai cach kinh te gia nhap WTO 0.08 2 0.16 +
5 Tnh hnh chnh tr on nh 0.07 2 0.14 +
6 Thue nhap khau nguyen lieu cao 0.11 2 0.22 -
7 Moi trng kinh doanh ngay cang canh
tranh gay gat hn
0.08 2 0.16 -
8 Cong viec chong hang gia, hang lau chua
tot
0.11 2
0.22
-
9 Gia dau tho the gii lien tuc tang 0.12 2 0.24 -
10 Xu hng tien lng ngay cang tang 0.05 2 0.1 -
Tong so 1.00 2.63



Trang 29
Nhan xet:
Theo ma tran cac yeu to ben ngoai cho thay Nestle VN cha tan dung tot nhng c
hoi va ac biet la cha phan ng tot vi nhng nguy c. Chien lc hien tai cua
Nestle VN cha the hien ro net nhng phng hng giam thieu nhng nguy c t
ben ngoai nh cha co ke hoach ng pho vi te nan hang gia, hang nhai, tnh hnh
tang gia nhien lieu.
Tuy nhien e nang cao kha nang ng pho vi moi trng khong phai n thuan khac
phuc nhng yeu to lien quan trc tiep tren ma phai xuat phat t ieu kien cu the cua
cong ty e xay dng nhng chien lc kinh doanh hp ly nham cai thien ong bo cac
yeu to tac ong mot cach tong the.
2.4.1.4 Ma tran hnh anh canh tranh
Ma tran hnh anh canh tranh nhom hang ca phe hoa tan
Bang 174 Ma tran hnh anh canh tranh
Nestle VN Vinacafe Trung Nguyen St
t
Cac yeu to thanh cong Mc
o
quan
trong
Hang iem
quan
trong
Hang iem
quan
trong
Hang iem
quan
trong
1 Th phan 0.1 4 0.4 3 0.3 2 0.2
2 Uy tn thng hieu 0.12 4 0.48 3 0.36 2 0.24
3 Chat lng san pham 0.11 4 0.44 3 0.33 2 0.22
4 Kha nang canh tranh ve gia 0.09 2 0.18 4 0.36 2 0.18
5 Hieu qua quang cao khuyen
mai
0.09 3 0.27 3 0.27 3 0.27
6 Ty suat li nhuan cua ai ly 0.09 2 0.18 3 0.27 3 0.27
7 Mang li phan phoi 0.07 4 0.28 3 0.21 2 0.14
8 Nang lc oi ngu tiep th 0.07 3 0.21 3 0.21 3 0.21
9 Dch vu hau mai 0.05 3 0.15 3 0.15 2 0.1
10 Tnh a dang cua san pham 0.07 3 0.21 2 0.14 2 0.14
11 Kha nang tai chnh 0.08 4 0.32 3 0.24 2 0.16
12 Tnh linh hoat cua to chc 0.06 2 0.12 2 0.12 3 0.18
Tong so 1.00 3.24 2.96 2.31

Trang 30

Ma tran hnh anh canh tranh nhom hang sa
Bang 15 Ma tran hnh anh canh tranh
Nestle VN Vinamilk Dutch Lady St
t
Cac yeu to thanh cong Mc
o
quan
trong
Hang iem
quan
trong
Hang iem
quan
trong
Hang iem
quan
trong
1 Th phan 0.1 3 0.3 4 0.4 3 0.3
2 Uy tn thng hieu 0.12 4 0.48 3 0.36 4 0.48
3 Chat lng san pham 0.11 4 0.44 3 0.33 4 0.44
4 Kha nang canh tranh ve
gia
0.09 2
0.18
3
0.27
3
0.27
5 Hieu qua quang cao
khuyen mai
0.09 3
0.27
3
0.27
3
0.27
6 Ty suat li nhuan cua ai
ly
0.09 2
0.18
3
0.27
2
0.18
7 Mang li phan phoi 0.07 4 0.28 4 0.28 4 0.28
8 Nang lc oi ngu tiep th 0.07 3 0.21 3 0.21 3 0.21
9 Dch vu hau mai 0.05 3 0.15 3 0.15 3 0.15
1
0
Tnh a dang cua san
pham
0.07 3
0.21
3
0.21
3
0.21
1
1
Kha nang tai chnh 0.08 4
0.32
4
0.32
4
0.32
1
2
Tnh linh hoat cua to chc 0.06 2
0.12
2
0.12
2
0.12
Tong so 1.00 3.14

3.19 3.23
Ma tran hnh anh canh tranh nhom hang bot nem





Trang 31
Bang 16 Ma tran hnh anh canh tranh
Nestle VN Unilever Ajinomoto St
t
Cac yeu to thanh cong Mc
o
qua
n
tron
g
Hang iem
quan
trong
Hang iem
quan
trong
Hang iem
quan
trong
1 Th phan 0.1 3 0.3 3 0.3 2 0.2
2 Uy tn thng hieu 0.12 4 0.48 4 0.48 3 0.36
3 Chat lng san pham 0.11 3 0.33 3 0.33 3 0.33
4 Kha nang canh tranh ve
gia
0.09 2
0.18
2
0.18
2
0.18
5 Hieu qua quang cao
khuyen mai
0.09 2
0.18
2
0.18
2
0.18
6 Ty suat li nhuan cua ai
ly
0.09 2
0.18
2
0.18
2
0.18
7 Mang li phan phoi 0.07 4 0.28 4 0.28 3 0.21
8 Nang lc oi ngu tiep th 0.07 3 0.21 3 0.21 3 0.21
9 Dch vu hau mai 0.05 3 0.15 3 0.15 3 0.15
1
0
Tnh a dang cua san
pham
0.07 3
0.21
3
0.21
2
0.14
1
1
Kha nang tai chnh 0.08 4
0.32
4
0.32
4
0.32
1
2
Tnh linh hoat cua to chc 0.06 2
0.12
2
0.12
2
0.12
Tong so 1.00 2.94 2.94 2.58


Trang 32
Nhan xet:
Qua ma tran hnh canh canh tranh cua tng nhom hang, cho thay rang co nhng
nhom hang Nestle Viet Nam co v the canh tranh tot, ong thi cung co nhng nhom
hang co nhieu oi thu canh tranh manh nh Unilever, Vinamilk, Dutch Lady T
nhng yeu to cua cac ma tran nay va iem quan trong cua tng yeu to co the cung
cap nhng thong tin hu ch khi xay dng chien lc cho tng nhom hang noi chung
va chien lc tong the cong ty noi rieng.
2.3.2 Moi trng noi bo
Nguon nhan lc:
Nestle Viet Nam co hn 800 lao ong chnh thc trong o 73% nam, tuoi trung bnh
rat tre 29 tuoi va tham nien cong tac trung bnh 2.5 nam. Trnh o hoc van : ai hoc
37%, sau ai hoc 3% con lai tot nghiep trung cap cao ang va tot nghiep pho thong
trung hoc.
Tat ca nhan vien trc khi vao lam viec c ao tao kien thc chuyen mon phu hp
vi cong viec sap am nhan va duy tr viec huan luyen nang cao hang nam.
e giam chi ph tien lng, ngoai lc lng lao ong chnh thc cong ty con s dung
lao ong thue mn ngan han ben ngoai thong qua cac cong ty dch vu viec lam.
Cong ty duy tr ty le cong nhan thi vu t 20%-25% so vi lc lng lao ong co nh.
Nguon lc vat chat:
Mac du von au t khong ln, nhng da vao uy tn va bao lanh cua Neslte toan cau
Nestle Viet Nam de dang huy ong cac nguon von t ngan hang cho hoat ong kinh
doanh va tai tr cho cac d an au t. Ben canh o, Nestle toan cau cung a cam ket
tai tr von cho cac d an ln co tnh chien lc va phat trien lau dai tai Viet Nam.
ay la mot li the rat ln cua Nestle Viet Nam trong viec nang cao li the canh
tranh cua mnh.
Nguon lc vo hnh:
Co the ke en nguon lc vo hnh ln nhat cua Nestle VN la danh tieng cua Nestle
toan cau. Hn 130 nam xay dng thng hieu, ngay nay cac Nestle tren the gii toan
trong o co Nestle VN s hu nhng nhan hieu co gia tr nh Nescafe, sa Carnition,
Guigoz, Pelacgon, Lactogen ay la the manh rat ln cua Nestle VN.

Trang 33
Ngoai ra danh tieng va nguyen tac kinh doanh ung mc cua Nestle cung a tao ra
hnh anh ep cho Nestle Viet Nam. ay khong phai la nhan hieu san pham ma la
nhan hieu cong ty Nestle. Khi noi en cong ty Nestle moi oi tac, ngan hang, nha
cung cap, khach hang, ngi tieu dung eu an tam va san sang cong tac.
Hoat ong tai chnh ke toan:
Ben canh nhng hoat ong tai chnh thong thng nh ghi chep, bao cao cho cac cap
chc nang, Nestle Viet Nam to chc phong tai chnh gom cac chc nang ac thu phuc
vu nhu cau quan ly cua cong ty.
- Bo phan ke toan quan tr: luon lap ra nhng ke hoach trong tng lai va ieu
chnh lien tuc theo nhng thay oi cua muc tieu, th trng la cong cu ho tr rat tot
cho viec ra quyet nh.
- Bo phan ke toan tai chnh: Ngoai nhng chc nang phai thu, phai tra, cong ty
quan tam en viec phan tch chi tiet chi ph gia thanh san pham, tm ra nhng nguyen
nhan thc te, cu the e cai thien gia thanh ong thi luon kiem soat tot nhng ch so
tai chnh theo quy nh quan ly cua cong ty.
- Tnh hnh tai chnh: Ket qua hoat ong kinh doanh cua cong ty hien nay van con
lo. Do ac tnh cua nganh kinh doanh thc pham la phai au t, xay dng thng
hieu trong dai han va cong nghe san xuat hien ai nen cac chi ph khau hao (37 ty
nam 2004), chi ph quang cao (152ty nam 2004) con qua cao. Tuy nhien cac ch so
ve thanh toan va c cau von eu c kiem soat va an toan. Ty so gia cong n ngan
han tren tai san lu ong la 0.55, ty so gia tong n tren tong von la 0.47.
- Ve kha nang huy ong von: e trang trai cho cac khoan n ngan han, Nestle Viet
Nam hoan toan co the vay bang tn chap t cac ngan hang ln nh Deutsch Bank,
Citi Bank. e ap ng von cho cac d an au t cong ty thc hien nhng hp ong
vay thong qua gii thieu, bao lanh cua cong ty me. ay la mot trong nhng li the
canh tranh ang ke trong moi trng kinh te hien nay.
Hoat ong san xuat:
Toan bo san pham c san xuat hai nha may Ba V va ong Nai. Nha may san
xuat chnh ong Nai co 5 day chuyen san xuat va 12 giay chuyen ong goi nhng

Trang 34
san pham san xuat ra va nhng san pham san xuat Nestle nc ngoai. Cong suat
thiet ke va van hanh cac day chuyen san xuat nh sau:
Bang 17 Day chuyen san xuat
n v: Tan/nam
Day chuyen
san xuat
Cong suat
thiet ke
Cong suat s
dung 2003
Cong suat s
dung 2004
Cong suat s
dung 2005
Ca phe 1,939 65% 76% 97%
Milo 5,230 80% 58% 62%
Nestea 5,100 81% 77% 60%
Bot nem 3,450 80% 85% 89%
Nc tng 1,560 77% 80% 91%
Uniclan 1 1,430 75% 76% 77%
Uniclan 2 1,430 69% 75% 75%
Nalbak 1,200 72% 72% 75%
Olympia1 1,200 58% 64% 70%
Olympia2 1,200 57% 52% 47%
Tam line 1,500 62% 57% 43%
Volpack1 1,300 61% 85% 85%
Volpack2 1,400 76% 79% 82%
Topack1-2 3250 78% 79% 86%
Topack 3 1750 57% 60% 82%
Topack 4 1,750 83% 71% 49%
Sanko1-2 3,250 81% 77% 58%
Sanko3-4 3,250 67% 67% 85%

iem manh: Cung giong nh nhng Nestle khac, Nestle Viet Nam s dung cong
nghe hien ai cua Nestle toan cau. Cac may moc thiet b lap at tai nha may phai
thong qua phan kiem nh ky thuat cua mot trung tam chuyen ho tr ve mat cong
nghe cua Nestle toan cau tai Thuy Sy. Ve mat quan ly san xuat Nestle Viet Nam

Trang 35
tuan theo tieu chuan NQS (Nestle Quality System) va at c chng nhan HACCP,
GMP.
Han che: Hien tai mot so day chuyen san xuat a van hanh vi cong suat cao nhat
nh Ca phe, Nc tng, Bot nem .. . se khong ap ng c nhu cau tang them
trong thi gian ti. Ngoai ra hien tai co nhng day chuyen phai san xuat nhieu loai
san pham dan en phai lien tuc ieu chnh thong so ky thuat lam cho thi gian gian
oan san xuat va chi ph nguyen vat vat lieu cho ieu chnh may cao.
Hoat ong Marketing:
iem manh:
Co the noi rang cong tac Marketing cua Nestle c to chc kha tot. Cac chc nang
cua Marketing c phan chia cu the cho tng phong ban, di giam oc Marketing
la nhng trng phong chu trach nhiem tng nhom mat hang a cung cap nhng
thong tin ho tr cho viec phat trien san pham mi, len ke hoach san xuat kinh doanh
phu hp.
Ben canh cong viec nghien cu th trng, nghien cu cac chien lc cua oi thu
canh tranh, phong Marketing con thc hien nhieu chng trnh quang cao, tiep th,
khuyen mai, khach hang dung san pham mau tao ieu kien m rong th phan va thuc
ay viec a san pham mi vao th trng.
- Gia: Gia cua hau het cac san pham Nestle VN thng mc tng oi cao. C s
xac nh gia ban la gia thanh san pham, chat lng san pham va thu nhap cua th
trng muc tieu.
- San pham: cong ty chu trng san xuat nhng san pham chat lng ap ng nhu cau
ngay cang tang cua ngi tieu dung. V the Nestle luon luon oi mi e a vao th
trng nhng san pham mi.
- Phan phoi: Nestle luon quan tam ho tr cac nha phan phoi e co nhng thay oi
phu hp vi chien lc phat trien cong ty.
- Khuyen mai, quang cao: thc hien khuyen mai a dang, nhieu hnh thc khac nhau:
tai tr cac chng trnh truyen hnh, chng trnh the thao, ca nhac, quang cao, giam
gia, qua tang, trung thng. Cac hnh thc khuyen mai quang cao nay luon c ket
hp cho nhng san pham mot cach thch hp.

Trang 36
Han che:
- Nestle Viet Nam phai tuan thu nghiem ngat quy nh ve quang cao cua Nestle toan
cau. Theo nhng quy nh cua to chc ba me va tre em, Nestle toan cau xay dng
nhng quy nh quang cao ma tat ca cac Nestle thanh vien phai tuan theo:
+ Khong quang cao bang bat ky hnh thc nao oi vi nhng san pham cho tre di
12 thang tuoi.
+ Cam nhan nhan vien cong ty tiep th trc tiep, hoac phat mien ph cac mau san
pham nay en cac ba me.
+ Cam tng thng nhan vien ban hang theo doanh so nhng nhom mat hang nay.
- Chi ph quang cao qua cao: Viec theo oi cac chng trnh quang cao lien tuc va
cac chng trnh tai tr a ay chi ph quang cao cua cong ty len rat cao. Nam 2004
chi ph quang cao cua Nestle Viet Nam bang 19% doanh thu (khoang 150 ty ong).
Phan tch hoat ong nghien cu va ng dung:
Da tren nhng ket qua nghien cu cua 17 trung tam nghien cu va phat trien phuc
vu cho toan bo cac chi nhanh Nestle, phong nghien cu va phat trien Nestle Viet
Nam Viet hoa lai nhng cong thc nay phu hp hn vi ngi Viet. Phong nghien
cu va phat trien san pham con bao gom ca cac chc nang nghien cu cac cong thc,
khau v cua cac oi thu canh tranh va so sanh vi san pham cua cong ty. So vi cac
cong ty khac Nestle Viet Nam co the manh rat ln ve s dung ket qua nghien cu
san cung nh nhng phng phap nghien cu, trang thiet b t cong ty me.
Hoat ong am bao chat lng:
Khong giong nh nhng cong ty khac, Nestle Viet Nam kiem soat chat lng ngay t
au vao nguyen vat lieu. Hang nam cong ty tien hanh anh gia cac nha cung cap co
uy tn e chon la nhng nha cung cap chnh cho cong ty va duy tr kiem tra nh ky
cac nha cung cap 2 lan/nam. Cac nguyen vat lieu trc khi a vao san xuat va thanh
pham trc khi xuat xng phai c phong quan ly chat lng thong qua vi nhng
tieu thc phan tch ac trng cua nganh thc pham va cua Neslte. Do vay cong ty
luon luon am bao chat lng san pham a ra th trng.



Trang 37
Mo hnh quang ly:
Bo may to chc c sap xep t cap bac va he thong thong tin a chieu nh quy mo
cong ty ln va rang buoc nhng quy nh cua tap oan dan en tnh linh hoat khong
cao.
2.4.3 Ma tran cac yeu to ben trong (IFE)
Bang 18- Ma tran IFE
Stt Cac yeu to ben trong Mc o quan
trong cua cac
yeu to
Phan
loai
So
iem
quan
trong
Tnh
chat
tac
ong
1 Chat lng san pham tot 0.1 4 0.4 +
2 Kha nang tai chnh manh 0.06 4 0.24 +
3 Uy tn nhan hieu 0.1 4 0.4 +
4 Cong nghe san xuat hien ai 0.07 4 0.28 +
5 He thong phan phoi manh 0.05 3 0.15 +
6 Van hoa to chc tot 0.04 4 0.16 +
7 Tha hng ket qua nghien cu phat trien
san pham t cong ty me
0.07 4 0.28 +
8 oi ngu nhan vien tre, nang ong 0.05 3 0.15 +
9 Che o khen thng sang kien cai tien thap. 0.04 1 0.04 -
10 Cong suat san xuat u 0.04 2 0.08 -
11 Tnh linh hoat cua cong ty yeu 0.04 2 0.08 -
12 Lc lng lao ong thay oi 0.04 2 0.08 -
13 Gia thanh san pham cao 0.1 2 0.2
14 Chi ph quang cao cao 0.09 1 0.09 -
15 Nang suat khong cao do san xuat qua nhieu
san pham tren nhng day chuyen co inh
0.04 2 0.08 -
16 Quy nh cua tap oan Nestle ve quang cao
va gii thieu san pham qua nghiem ngat
0.07 2 0.14 -
Tong so 1.00 2.85


Trang 38
Nhan xet:
Vi tong so iem quan trong 2.85 so vi mc trung bnh 2.5 cho thay Nestle Viet
Nam co tiem lc cha that s manh. Ben canh nhng iem manh nh chat lng san
pham tot, uy tn nhan hieu con mot so iem yeu can khac phuc nh gia thanh san
pham cao, che o khen thng khuyen khch cai tien, sang kien thap. Chnh nhng
iem yeu nay a lam cho so iem quan trong giam xuong.

Ket luan chng 2
- Trong giai oan qua Nestle Viet Nam a thc hien nhng chien lc chu ao
thuoc nhom chien lc tang trng tap trung gom ba chien lc c ban: chien lc
phat trien san pham, chien lc phat trien th trng va chien lc xam nhap th
trng. Cong ty a phoi hp 3 chien lc nay a mang lai nhng thanh cong ong
gop vao tang trng noi bo mc kha.
- Cong ty ang tng bc khang nh v tr cua nhan hieu Nestle tai th trng Viet
Nam, trong o mot so san pham a thanh cong va c nhieu ngi tieu dung biet
en, tuy nhien van con nhng nhom san pham nh nc tng, dau hao, bot pha ca
phe ty le ngi tieu dung biet en con thap
- Th phan cong ty ang c m rong va duy tr tot kha nang canh tranh vi cac
oi thu khac.

Trang 39
CHNG III
XAY DNG CHIEN LC KINH DOANH CHO CONG TY NESTLE
VIET NAM GIAI OAN 2006-2010

3.1 NH HNG CHIEN LC CONG TY
Can c vao:
-D bao thu nhap ho gia nh
Bang 19 - Tnh thu nhap dan c 2000-2002 (Nguon thong tin th trng NFO)
Nhom dan c 2000 2001 2002
A (>1,000USD/thang) 3% 5% 7%
B (>500USD/thang) 10% 12% 15%

Bang 22 - D bao c cau thu nhap thang cua ho gia nh Viet Nam 2010
Khu vc A>1000USD B>500USD C>300USD D>150USD E/F<150USD
Thanh th 21% 28% 26% 14% 11%
Nong thon 10% 15% 17% 20% 38%
(Nguon: Ngan hang the gii 2004)

en nam 2010 ty le ho gia nh co thu nhap loai A,B,C tang nhanh, ty le ho gia nh
co thu nhap thap E/F co chieu hng giam. Vi mc thu nhap nay cho thay nhu cau
s dung san pham chat lng, san pham dinh dng, thc uong bo dng se tang
theo.
- D bao th trng:
Bang 20 Nhu cau en nam 2010
TT Loai san pham n v tnh 2002 2010
1 Sa Trieu lt 503 864
2 Ca phe Tan 3,398 5,832
3 Nc ong chai Trieu lt 177 304
4 Sa au nanh Trieu lt 165 284

Trang 40
5 Bia Trieu lt 975 1,675
6 Thc uong co ga Trieu lt 293 503
7 Ru Trieu lt 285 490
8 Nc thao moc chau A Trieu lt 155 266
9 Nc tang lc Trieu lt 48 82
10 Nc hoa qua Trieu lt 165 284
Nguon: Theo Nghien cu th trng Tetra Pak & Nestle VN
nh hng chien lc
Nestle VN quyet nh theo uoi chien lc ay nhanh toc o tang trng. Thanh
cong trong chien lc nay se tao ieu kien tang ngan quy ho tr cac nhan hieu san
pham , tung ra nhieu san pham mi, ao tao va phat trien nhan vien, au t tang
cong suat va nang suat.
e thc hien chien lc ay nhanh toc o tang trng nhng tren c s ben vng,
Nestle VN can phai tiep tuc thay oi to chc va van hoa cong ty bang nhng sang
kien, d an kinh doanh linh hoat, hieu qua. Nhng sang kien, d an nay c hnh
thanh t nhieu nguon phan tch khac nhau tap trung vao cac chu e sc manh tong
hp cua ca to chc, quy trnh kinh doanh tot nhat cung nh hieu qua hoat ong cua
tng bo phan va cua ca to chc.
3.2 MUC TIEU HOAT ONG SAN XUAT KINH DOANH CONG TY NESTLE VN
GIAI OAN 2006-2010
3.2.1 Muc tieu tong quat
- Nestle Viet Nam no lc xay dng mot cong ty Thc pham, Dinh dng, Sc khoe
va Thnh vng.
- Bc pha tr thanh cong ty Nestle hang au ve thc pham tai th trng Viet Nam
giong nh Nestle the gii.
+ Tiep tuc thanh lap va phat trien to chc va van hoa cong ty e chuan b cho tng
lai.
+ Tap trung vao nhng nen tang c ban e am bao phat trien kinh doanh co li
nhuan va ben vng.

Trang 41
+ Tang cng phoi hp cac hoat ong oi ngoai vi cac hoat ong tiep th nham cung
co va nang cao hnh anh cong ty Nestle Vit Nam.
+ Phat trien va gn gi nhan tai c thc hien lien tuc.
+ Thau hieu tam ly ngi tieu dung lam c s xay dng ke hoach va thc hien phat
trien nhan hieu.
+ Thc hien co hieu qua nhng hoat ong tiep th vi chi ph thap nhng em lai sc
canh tranh cao.
+ Thc hien cac ke hoach a e ra va nhanh chan hn cac oi thu v toc o la yeu to
vo cung quan trong trong th trng nay.
3.2.2 Muc tieu cu the
3.2.2.1 Muc tieu tang trng
Duy tr mc tang trng noi bo hang nam 25%, trong o cac san pham chien lc
ong gop ln vao tang trng chung la Milo, Nescafe, Sa Gau va hat nem Maggi.
3.2.2.2 Muc tieu th phan
Phan au at cong thc 60/40 cho nhng san pham Nescafe, Milo, hat nem Maggi.
Cong thc 60/40 c hieu theo nhng ch tieu sau ay:
- Th phan t nhat at 60 % va oi thu canh tranh chnh at 40%
- Dien tch trng bay tren ca hang ban le so vi oi thu canh tranh chnh 60/40
- Khi nghien cu hanh vi ngi tieu dung t nhat ty le a thch san pham cua cong
ty la 60% so vi 40% oi thu chnh.
3.2.2.3 Muc tieu cac ch tieu tai chnh
- Hoa von va co lai t nam 2007
- Li nhuan en nam 2010 phai t nht t 4% doanh thu m bo ti tr cho cc
d n u t mi.
- Cac ch so tai chnh phai luon nam trong ke hoach kinh doanh.
3.2.2.4 Muc tieu ve san pham
en nam 2010 cong ty se phai hoan thanh viec a nhng san pham sau ay vao th
trng Viet Nam:
- San pham thuoc nhom UHT (Utterly Heat Treatment): cac san pham nc trong
hop giay nh Milo, Sa ti tit trung Gau

Trang 42
- Cac san pham thuoc nhom banh keo nh So-co-la, keo
- Cac san pham thc an cho vat cng.
3.3 S DUNG CAC CONG CU E XAY DNG CHIEN LC KINH DOANH CHO
CONG TY NESTLE VN
3.3.1 Ma tran SWOT: bang trang 39
Bang 21 Ma tran SWOT
SWOT C hoi (O) e doa (T)
1. Toc o tang trng kinh
te on nh, thu nhap bnh
quan au ngi tang, mc
song ngay mot cao hn, th
hieu s dung san pham cao
cap tang
2. Th trng nong thon
phat trien manh, tiem nang
ln, thong tin va giao thong
cai tien
3. Gia nhap WTO, thue
nguyen vat lieu, thue hang
ky thuat thap.
4. Th trng thc uong bo
dng con nhieu tiem nang
phat trien
5. Uy tn va nhan hieu
cong ty c nhieu ngi
tieu dung biet en

1. Nhieu oi thu canh
tranh tham gia vao nganh.
Cac oi thu co tiem lc
manh t nc ngoai va
nhng doanh nghiep co
chi ph thap t trong nc
2. Gia nhien lieu tren
th trng lien tuc tang
3. Co nhieu oi thu gia
nhap nganh dan en
nguon nguyen lieu khang
hiem hn.,
4. Chi ph s dung von
xu hng ngay cang tang
5. Nguon cung lao ong
co tay nghe hiem va ph
s dung lao ong ngay
cang cao
6. Nguy c an b an cap
cong nghe, hang gia,
hang nhai, buon lau.
7. Cac yeu cau phap
luat ve moi trng ngay
cang cao, anh hng en
gia thanh san pham
iem manh (S):
1. Chat lng san
pham tot
2. Nhan hieu co uy
tn
Ket hp S/O
- S1,S2,S6+O1,O2,O4,O5:
Chien lc phat trien th
trng: dung san pham hien co
Ket hp S/T
-S1,S2,S4 + T1: Chien lc
hoi nhap ve pha trc e
gi vng th phan.

Trang 43
3. Cong nghe san
xuat hien ai
4. Tiem lc tai chnh
manh
5. Van hoa va
nguyen tac kinh doanh
ben vng
6. oi ngu nhan
vien nang ong, oan
ket
7. Tha hng ket
qua nghien cu phat
trien san pham t cong
ty me
xam nhap vao th trng mi
-
S2,S3,S4,S7+O1,O2,O3,O4,O5:
Chien lc phat trien san
pham. Tang cng au t va
nghien cu tao ra nhieu san
pham mi ap ng nhu cau gia
tang va chat lng va so lng
- S6 + O1,O2,O5: chien lc
xam nhap th trng: Tang
cng tiep th tren nhng san
pham hien hu e nang cao th
phan.
- S1,S2,S3,S7 + T1,T6,T7:
Chien lc phat trien san
pham. Phat huy tiem lc tai
chnh va uy tn nhan hieu,
chat lng san pham cong
cong nghe hien ai san
xuat nhng san pham
chong gia, nhai.
- S4,S7 + T3: chien lc ket
hp ve pha sau. Tang
cng quyen kiem soat cac
nha cung cap, ac biet la
nguyen lieu san xuat ca
phe va sa ti.
iem yeu (W)
1. Gia thanh san
pham cao
2. Chi ph quang cao
cao
3. Bo may quan ly t
linh hoat
4. Lc lng lao
ong thay oi
5. Nang suat khong
cao do san xuat qua
nhieu san pham tren
nhng day chuyen co
inh
6. Quy nh cua tap
oan Nestle ve quang
cao va gii thieu san
pham qua nghiem ngat
Ket hp W/O
- W1,W2,W3 + O1,O4,O5:
Chien lc phat trien th
trng. Xam nhap vao nhng
th trng mi, nhng th
trng cao cap bang nhng san
pham chat lng.
- W1, W5 + O2,O3: Thc hien
chien lc san pham. au t
them day chuyen san xuat vi
nhng cong nghe phu hp vi
ieu kien gia ca th trng
nong thon
Ket hp W/T
- W1,W5 + T1,T2,T7 Chien
lc phat trien san pham.
au t cong nghe phu hp
tao ra nhng san pham co
gia ca hp ly
- W2,W6 + T1,T6 :
chien lc hoi nhap ve
pha trc
- W4 + T5 : Tai cau truc c
cau to chc



Trang 44
Cac chien lc thuoc nhom S/O: Tan dung iem manh, nam bat c hoi
- S1,S2,S6+O1,O2,O4,O5 Chien lc phat trien th trng:
Tan dung the manh cua cong ty hng en cac th trng muc tieu sau:
+ Xuc tien a nhng san pham nh bot nem Maggi, Milo vao th trng Philipines v
theo thong tin noi bo cua Nestle Viet Nam va trung tam ieu hanh kinh doanh khu
vc ong Nam A cua Nestle th Nestle Philipiness cha san xuat nhng san pham
bot nem va nha may san xuat Milo Philipiness cha u ap ng nhu cau cua hn 80
trieu dan Philipiness.
+ a nhng san pham Milo, Nescafe vao th trng Nhat va ai Loan, Campuchia.
Trong thi gian qua cong ty co chu y en cac th trng nay song van cha at c
nhng thoa thuan can thiet nh gia ca, quy cach ong goi
- S2,S3,S4,S7+O1,O2,O3,O4,O5 Chien lc phat trien san pham:
+ Can phat trien nhng san pham mi nh muc tieu e ra (So-co-la, Keo, nhom san
pham UHT, thc an thu canh).
+ Phat trien nhng nhom san pham co gia thap hn e xam nhap vao th trng nong
thon, hien tai th trng nay co dan so chiem hn 70% nhng doanh thu cha at en
30% trong tong doanh thu nam 2004 cua cong ty.
- S1 + O1,O2,O5: Chien lc xam nhap th trng:
Chien lc nay ap dung cho cac san pham:
+ Nc tng va dau hao Maggi: hien tai san pham nay rat t quang cao va kenh
phan phoi con han che. Ch tap trung vao cac ch ma cha a rong rai vao he thong
cac ca hang ban hang thc pham kho.
+ Nhom san pham bot ngu coc: Hien tai doanh thu san pham nay cac tnh con rat
thap (cha en 5% trong doanh thu bot ngu coc nam 2004).
Cac chien lc thuoc nhom S/T: Tan dung iem manh giam thieu e doa
- S1,S2,S3 + T1: Chien lc hoi nhap ve pha trc:
Can thiep nhieu hn vao he thong phan phoi cua cac vung co doanh thu thap, nha
phan phoi cha thc hien tot chc nang o la Kien Giang, Daklak, Konton.
- S4,S7 + T3: Chien lc ket hp ve pha sau:

Trang 45
M rong hoat ong ve pha nha cung cap nhng nguyen vat lieu nh ca phe xanh,
nguyen lieu bot sa, nguyen lieu san xuat bot nem.
Cac chien lc nhom W/O: Khac phuc iem yeu, tan dung c hoi.
- W1,W2,W3 + O1,O4,O5: Cac iem yeu ve gia thanh san pham cao, chi ph quang
cao cao, bo may t linh hoat la nhng tr ngai trong viec tan dung nhng c hoi ben
ngoai. Thc hien chien lc th trng nham tang trng thong qua nhng th trng
mi phat sinh do toc o tang trng kinh te, th trng nong thon va gia nhap WTO
tao ra.
- W1,W5 + O2,O3: au t nang cao nang suat, giam gia thanh san pham e nam bat
c nhng c hoi ben ngoai. Do o chien lc phat trien san pham khong phai ch
nham muc ch a dang hoa san pham ma nghien cu nhng san pham co gia ca va
phai e ap ng phan khuc th trng bnh dan.
Cac nhom chien lc W/T: Khac phuc iem yeu, ne tranh rui ro
W4 + T5: Chien lc tai cau truc lai bo may nham cai thien tnh linh hoat trong ieu
kien nguon lao ong co tay nghe cao khan hiem.
3.3.2 Ma tran QSPM
Bang 22 - Ma tran QSPM nhom S/O
Chien lc co the thay the
Phat
trien th
trng
Phat
trien san
pham
Xam
nhap th
trng
Cac yeu to quan trong
Phan
loai
AS TAS AS TAS AS TAS
C s cua
so iem
hap dan
Ca yeu to ben trong
1. Chat lng san pham tot 4 4 16 4 16 4 16 Li the
2. Kha nang tai chnh manh 4 3
12
3
12
3
12
Li the
3. Uy tn nhan hieu 4 4 16 4 16 4 16 Li the
4. Cong nghe san xuat hien ai 4 3 12 4 16 3 12
5. He thong phan phoi manh 3 3 9 3 9 2 6
6. Van hoa to chc tot 4 2 8 2 8 2 8
7. Che o khen thng sang
kien cai tien thap.
1 2 2 2 2 2 2

Trang 46
8. Cong suat san xuat u 2 2 4 2 4 2 4
9. Tnh linh hoat cua cong ty
yeu
2 2 4 2 4 2 4 Bat li
10. Lc lng lao ong thay oi 2 2 4 3 6 2 4
11. Gia thanh san pham cao 1 4 4 4 4 3 3 Bat li
12. Chi ph quang cao cao 1 3 3 3 3 4 4 Bat li
Cac yeu to ben ngoai
1. Tiem nang th trng ln 4 4 16 3 12 3 12 C hoi
2. Nhu cau s dung thc pham
thc uong che bien san ngay
cang tang
4 4 16 4 16 4 16
3. Toc o o th hoa vung nong
thon, ngoai thanh ngay cang
tang.
3 4 12 3 9 3 9 C hoi
4. Cai cach kinh te gia nhap
WTO
2 3 6 4 8 3 6
5. Tnh hnh chnh tr on nh 2 2 4 2 4 2 4
6. Thue nhap khau nguyen lieu
cao
2 2 4 3 6 2 4
7. Moi trng kinh doanh ngay
cang canh tranh gay gat hn
2 3 6 3 6 3 6
8. Chnh sach chong hang gia,
hang lau chua tot
2 3 6 4 8 3 6
9. Gia dau tho the gii lien tuc
tang
2 2 4 3 6 3 6
10. Xu hng tien lng ngay
cang tang
2 2 4 3 6 3 6
Cong tong so iem hap dan 172 181 166


Trang 47
Bang 23 - Ma tran QSPM nhom S/T

Chien lc co the thay the
Chien
lc hoi
nhap ve
pha
trc
Phat
trien san
pham
Chien
lc hoi
nhap ve
pha sau
Cac yeu to quan trong
Phan
loai
AS TAS AS TAS AS TAS
C s cua
so iem
hap dan
Ca yeu to ben trong
1. Chat lng san pham tot 4 3 12 4 16 4 16 Li the
2. Kha nang tai chnh manh 4 3 12 3 12 4 16 Li the
3. Uy tn nhan hieu 4 3 12 4 16 2 8 Li the
4. Cong nghe san xuat hien ai 4 2 8 4 16 4 16
5. He thong phan phoi manh 3 2 6 3 9 2 6
6. Van hoa to chc tot 4 2 8 2 8 2 8
7. Che o khen thng sang kien
cai tien thap.
1 2
2
2 2 2
2

8. Cong suat san xuat u 2 2 4 2 4 3 6
9. Tnh linh hoat cua cong ty yeu 2 2 4 2 4 2 4 Bat li
10. Lc lng lao ong thay oi 2 2 4 3 6 2 4
11. Gia thanh san pham cao 1 2 2 4 4 4 4 Bat li
12. Chi ph quang cao cao 1 4 4 3 3 2 2 Bat li
Cac yeu to ben ngoai 0 0
1. Tiem nang th trng ln 4 4 16 3 12 2 8 C hoi
2. Nhu cau s dung thc pham
thc uong che bien san ngay
cang tang
4 3
12
4 16 2
8

3. Toc o o th hoa vung nong
thon, ngoai thanh ngay cang
tang.
3 3
9
3 9 2
6
C hoi
4. Cai cach kinh te gia nhap 2 2 4 4 8 4 8

Trang 48
WTO
5. Tnh hnh chnh tr on nh 2 2 4 2 4 2 4
6. Thue nhap khau nguyen lieu
cao
2 2
4
3 6 4
8

7. Moi trng kinh doanh ngay
cang canh tranh gay gat hn
2 3
6
3 6 3
6

8. Chnh sach chong hang gia,
hang lau chua tot
2 3
6
4 8 2
4

9. Gia dau tho the gii lien tuc
tang
2 2
4
3 6 4
8

10. Xu hng tien lng ngay
cang tang
2 2
4
3 6 2
4

Cong tong so iem hap dan 147 181 156

3.4 LA CHON CHIEN LC VA CAC GIAI PHAP THC THI
T ma tran QSPM cho thay cac chien lc co tong so iem hap dan nh sau:
- Nhom chien lc S/O: chien lc phat trien san pham (181). Chien lc phat trien
th trng (172), chien lc xam nhap th trng (166)
- Nhom chien lc S/T: chien lc hoi nhap ve pha sau (156), Chien lc hoi nhap
ve pha trc (147).
Nh vay, t ma tran SWOT va ma tran QSPM, chien lc phat trien cua Nestle VN
en nam 2010 nh sau:
3.4.1 Chien lc phat trien san pham
Tang doanh so bang viec cai tien san pham hien co va san xuat san pham mi.
Chien lc phat trien san pham la mot trong nhng chien lc chnh e cong ty duy
tr toc o tang trng va tang tnh ben vng. Trong ma tran SWOT chien lc phat
trien san pham the hien nhieu o ket hp S/O, S/T, W/O, W/T. Co the thay chien
lc phat trien san pham cung luc thc hien nhieu ket hp khac nhau cua yeu to noi
bo cong ty va cac yeu to th trng:
Cac giai phap:

Trang 49
- Giai phap cai tien san pham: Cong ty tiep tuc nghien cu cai tien nhng nhom san
pham chien lc ang chiem th phan ln va ong gop phan ln cho doanh thu nh
Milo, Nescafe, Sa. Th trng ngay cang a dang va bien oi, trong khi san pham
hien tai cua cong ty con han che ch phuc vu cho nhng phan khuc th phan nhat nh.
Do o e duy tr s canh tranh, gi khoang cach va tien xa hn oi thu canh tranh,
cong ty nen tao cai tien nhieu hn ve cac mat nh khau v, thanh phan dinh dng,
mau ma va nhieu cap o san pham sang trong hay bnh dan khac nhau.
+ San pham ca phe: Phat trien nhng san pham ca phe mi nham ap ng nhu cau
cua tang lp bnh dan va tang lp co thu nhap cao.
1. Cai tien san pham phuc vu tang lp bnh dan. Theo hng nay cong ty phai tao ra
nhng san pham gia re, de s dung. Co the phan loai nguyen lieu ca phe au vao
thanh cac loai khac nhau e a vao san xuat cac loai san pham khac nhau. Co the
dung loai ca phe co chat lng thap hn e san xuat san pham gia re ma van thoa
man c th hieu cua ngi tieu dung.
2. Cai tien theo hng nang cao chat lng san pham phu vu tang lp dan c co thu
nhap cao, thi thng, sanh ieu. Theo cach phan loai nguyen lieu nh tren, chon
loai nguyen lieu loai 1 cung vi nhng hng lieu e tao hng thm cho ca phe.
+ San pham Milo: Hien cac san pham Milo ch hng en tuoi ang tang trng ma
cha chu y en tuoi trng thanh va tuoi gia. Hai phan khuc th trng nay rat ln
nhng phai s dung chung san pham cua tuoi ang tang trng. Do o Milo phai
hng en cac oi tng sau:
Tuoi trng thanh: San pham Milo phai ap ng c nhu cau nang lng e duy tr
cng o lam viec, giam ham lng ng.
Tuoi gia: giam ham lng ng trong san pham, bo sung cac khoang chat trong san
pham nh canxi, sat, vitamin
Tuoi tang trng: ay la th trng con rat nhieu tiem nang phat trien, hien san
pham cong ty ap ng rat tot vi phan khuc th trng nay, tuy nhien s tien li s
dung san pham cha cao va san pham cha thc s a dang. Duy nhat ch co san
pham Milo UHT la co the dung ngoai tri canh tranh vi cac san pham sa ti ong

Trang 50
hop nhng gia thanh qua cao. Cai tien san pham theo hng giam gia thanh va a
dang hoa san pham la nhng la chon u tien.
+ San pham sa bot: Cac san pham sa bot cua Nestle Viet Nam hau het ap ng
nhu cau cua tre s sinh va tre ang tang trng. Trong khi nhu cau dung sa cua
ngi trng thanh, ngi gia va ba me rat ln. Co the phat trien nhng nhom san
pham thuoc nhan hieu Nutren cho ngi benh, Mum cho ba me va em be Nhng
san pham nay rat thanh cong tren th trng the gii.
+ San pham Maggi: San pham nay can nhieu thay oi e ap ng nhu cau rat ln cua
ngi tieu dung. Cac san pham bot nem cua cong ty mac du co c s canh tranh
rat manh vi cac san pham cung loai tren th trng nhng con qua n ieu va cha
canh tranh c vi nhng san pham tho cha qua che bien. San pham cua cong ty
co the bo sung nhng hng v mi nh bot nem tht bo, ngheu, bot nem chay ben
canh bot nem th heo, ga, bao ng nh hien tai.
- Gai phap san pham mi: Cac san pham Nestle hien nay cha tng xng la cong ty
thc pham hang au. Nestle VN cha tan dung het c nhng li the ve uy tn nhan
hieu san pham Nestle. Do o e at c muc tieu tr thanh cong ty hang au Nestle
Viet Nam can a vao san xuat nhng san pham Nestle toan cau a nghien cu, san
xuat nh:
+ Cac san pham So-co-la, banh keo: Tren th trng the gii san pham So-co-la va
banh keo cua Nestle rat noi tieng va th trng Viet Nam ch biet en thong qua cac
sieu th nhap khau va ban lai vi gia kha cao. Th trng san pham nay rat nhieu
tiem nang phat trien ac biet trong boi canh van hoa i song ngi dan Viet Nam
thay oi theo hng hoa nhap vi cong ong the gii. e tao tien li cho viec a
san pham nay kinh doanh, bc au cong ty co the nhap khau va phan phoi cac san
pham theo kenh phan phoi hien tai cua cong ty. Bang cach nay, th trng san pham
se hnh thanh khi a san pham vao kinh doanh chnh thc.
+ San pham cho vat cng: anh hng bi van hoa phng tay, nhieu ngi dan Viet
Nam hien nay rat coi trong vat nuoi. Thanh phan nay tang len rat nhanh trong thi
gian gan ay keo theo nhng nhu cau ve dch vu, thc pham thuoc men cho vat nuoi
tang len. Hien tai co vai cong ty khai thac rat tot th trng thc an cho vat cng,

Trang 51
trong khi Nestle rat manh trong lnh vc nay tren the gii nhng cha co san pham
nao cua Nestle VN tai th trng Viet Nam. Ben canh nhng san pham chu ao hien
nay, cac san pham cho vat cng co tiem nang rat ln va co the tr thanh san pham
chien lc giup cong ty at muc tieu e ra.
3.4.2 Chien lc phat trien th trng
Cac phan khuc th trng con bo ngo la oi tng chnh cua chien lc nay. Nestle
cung nh nhng cong ty ln khac chu tam nhieu en th trng Tp. HCM, ong bang
song Cu long, Ha noi ma hau nh t chu tam en cac th trng khac mien trung
va cao nguyen. Cac th trng nay hien tai co doanh thu va li nhuan chua cao,
nhng se la th trng con mi cha bao hoa.
Cac giai phap:
- M rong qui mo he thong ban hang bang ke hoach bao phu nhng khu vc ma
mang li phan phoi cua cong ty van cha vn ti hoac con qua t. Phat trien he
thong ban le nham am bao san pham cong ty luon san co phu vu nhu cau khach
hang. Cac tnh ma nha phan phoi va ca hang con t nh Kien Giang, Bac Lieu,
Quang Ngai, Daklak
- Gia tang cac hoat ong cham soc khach hang nh to chc cac hoi thao ve dinh
dng, sc khoe, thong tin ve san pham en ngi tieu dung.
- Gia tang xuc tien thng mai, tiep th, khuyen mai, gii thieu va phat mau san
pham dung th.
- Thc hien chnh sach gia va hoa hong ai ly u ai e khuyen khch cac ca hang
ban le nang ong gii thieu san pham cong ty cung nh thuc ay san pham en ngi
tieu dung de dang vi gia hp ly.
- Mi rong xuc tien thng mai ra cac nc lan can nh Lao, Campuchia, cac nc
Tay A oi vi cac san pham nh bot nem, Milo ma o cac san pham cua Nestle
tai ay cha co hoac cha ap ng nhu cau ngi tieu dung.
3.4.3 Chien lc xam nhap th trng
M rong th trng, tang doanh thu thong qua no lc tiep th. Tan dung cac li the
cua cong ty nh oi ngu nhan vien nang ong, san pham chat lng, nhan hieu uy tn

Trang 52
e gia tang th phan. Th trng muc tieu ma cong ty hng en trong tng lai la
tang lp dan c co thu nhap trung bnh hoac thap.
Cac giai phap:
- Giam sat va ieu chnh cac chnh sach oi vi nha phan phoi nham kiem soat c
gia en tay ngi tieu dung. Cong ty chu trng chien tranh gia ca, nhng nhng
chien lc gia khong the khong tham khao gia th trng, gia cua cac oi thu canh
tranh chnh. Nestle ang nh v gia ca cho mot so san pham kha cao, ieu o ch co
the phu hp vi phan khuc th trng nhng ngi co thu nhap cao. e m rong th
trng va nang cao Nestle can linh hoat hn va ieu chnh chien lc gia thch hp.
Cu the nhng san pham sau ay:
1. San pham nc tng Maggi: Tren th trng nc cham Viet Nam, Maggi la san
pham co gia ban cao nhat, cao hn han so vi Chinsu. Do o Nestle can tao ra nhng
san pham co gia ca thap hn ket hp vi viec cung cap thong tin mot cach ay u
hn thong qua quang cao bao ch, ti vi ve the manh cong nghe len men t nhien ap
dung duy nhat Viet Nam hien nay.
2. Nhom san pham sa chua thanh trung: Tren th trng hien tai ch co san pham sa
thanh trung cua Nestle. Cong nghe san pham nay la x ly nhiet o cha ti 100oC
e gi lai nhng vi khuan co li. Rat nhieu ngi a thch san pham nay tuy nhien
gia ca kha cao trong khi han s dung san pham qua ngan (7ngay). Chnh v vay ch
ap ng c nhu cau nhng ngi thu nhap kha ma cha i c vao cac trng hoc.
Thc hien chien lc gia thap e nang san lng tieu thu trong giai oan nay la can
thiet.
- Xay dng nhng ca hang trng bay va gii thieu san pham Nestle. Hien tai Nestle
ch co nha phan phoi oc quyen ma cha co ca hang nao oc quyen ban san pham
Nestle. Ngoai ra, cong ty nen chu tam en viec quang cao bang bang hieu ca hang.
ay la mot trong nhng yeu to can thiet cau thanh nen chien lc thanh pho Nestle.
- Cong ty can chu tam hn na trong viec lien ket vi cac sieu th, trung tam thng
mai nang cao dien tch, so lng, chung loai san pham Nestle tai ay. Hien nay mot
so sieu th nhng gian hang Nestle con khac khiem ton mot trong nhng nguyen
nhan lam cho doanh so cac kenh ban trc tiep thong qua sieu th nha hang cha cao.

Trang 53

3.4.4 Chien lc hoi nhap ve pha sau
Chien lc hoi nhap ve pha sau nam trong nhom chien lc ket hp S/T. Tan dung
nhng iem manh ben trong cong ty e giam thieu, ne tranh nhng nguy c ben
ngoai. Theo chien lc nay cong ty gia tang quyen kiem soat ve pha nha cung cap.
Mac du cung mot luc cong ty khong the thc hien het tat ca cac chien lc, nhng
ay la mot trong nhng chien lc can thiet va ch ap dung cho mot so nhom san
pham do o s phan chia va sap xep nguon lc la co the:
Cac giai phap:
- Gia tang kiem soat khau mua nguyen vat lieu oi vi san pham ca phe: cac san
pham Nescafe c san xuat t hat ca phe xanh mua thong qua cac cong ty thng
mai vi gia cao va thieu tnh on nh. Do o cong ty nen:
+ Xay dng cac tram thu mua trc tiep t nong dan.
+ Ket hp vi viec t van ho tr ky thuat nhan giong, ky thuat cham soc cay trong
va che bien vi viec bao tieu san pham. Cong ty ang thc hien rat tot cac cong viec
ho tr ngi nong dan e co c nang suat va chat lng ca phe tot nhat nhng
cha co nhng hp ong cam ket mua san pham tao tam ly yen tam san xuat cho
ngi nong dan. Thc hien thanh cong cong viec nay cong ty se co nguon nguyen
lieu chu ong hn, chat lng tot hn va gia ca re hn.
- M rong san xuat nguyen lieu sa giam gia thanh san pham sa. Nguyen lieu sa
bot c nhap t cac Nestle nc ngoai va phai chu mc thue nhap khau nguyen
lieu rat cao (15%). Vi cong nghe Nestle san co, Nestle Viet Nam co the au t san
xuat ngay tai Viet Nam tao thanh chuoi san xuat day chuyen giam gia thanh san
pham.
3.5 KIEN NGH
3.5.1 oi vi nha nc
- Nha nc can cai thien hn na cac thu tuc hanh chnh, co nhng che o hp ly
thuc ay can bo nha nc lam viec ung luat, nhiet tnh vi tinh than ho tr cac
doanh nghiep phap trien.

Trang 54
- Cai thien cac thu tuc hai quan va thu tuc thue tien li cho cac doanh nghiep thc
hien cac ngha vu cua mnh. Hien nay phan ln cac doanh nghiep ieu gap nhng
kho khan chung trong viec ong thue va theo doi cac khoan phai nop ngan sach nha
nc. Cac cong ty ln thng ap dung cong nghe thong tin hien ai trong quan ly so
sach ke toan va thc hien thanh toan qua ngan hang. Do o nha nc can:
+ Co nhng thi han cng che nhap hang phu hp hn. Trc khi cng che thue
nen thong bao trc cho doanh nghiep trc 1 tuan e doanh nghiep chu ong x ly.
+ Nha nc nen co tai khoan tai cac ngan hang thay v ch co kho bac. Chap nhan
cac giay t xac nhan a chuyen tien t cac ngan hang la bang chng a thc hien
ngha vu oi vi nha nc.
- Cac chnh sach thue, bieu thue can phai ro rang hn, ac biet trong lnh vc hang
ky thuat. Da tren bieu thue hien hanh, cac mc thue ap dung con tuy thuoc vao s
phan xet cua nhan vien kiem hoa dan en nhieu trng hp ach tac.
- Ap dung cac bien phap che tai manh oi vi cac trng hp vi pham quyen s hu
cong nghiep, co bien phap x ly thch ang oi vi viec san xuat kinh doanh hang
nhai, hang gia, hang lau. Van e nay tr nen quan trong oi vi nganh thc pham,
bi co the anh hng trc tiep en sc khoe ngi tieu dung va lam thiet hai cho cac
nha san xuat kinh doanh chan chnh.
- Thc hien cac chnh sach bnh ang hn na gia cac thanh phan kinh te, at biet la
thanh phan kinh te co von au t nc ngoai. Thng cac cong ty ln, co uy tn phai
luon tuan thu rat nhieu thu tuc cua nha nc nh moi trng, an toan, luat lao ong,
trong khi cac doanh nhiep nho lai co the bo qua. Van e nay anh hng en gia
thanh san pham va moi trng kinh doanh chung. Hn na trong lnh vc quang cao,
thng cac cong ty nc ngoai phai tra chi ph cao hn cho cung dch vu.
- Cai cach he thong giao thong: van chuyen hang hoa la mot trong nhng van e gay
nhieu can tr cho doanh nghiep hien nay. Chi ph xang dau ngay cang tang, trong khi
thc trang toc o van chuyen giam hn trc, va con rat nhieu chi ph phat sinh tren
ng van chuyen. Tat ca nhng chi ph van chuyen tang len nay gan nh se chuyen
tai vao gia ban va ngi tieu dung se la khau cuoi cung ganh chu.


Trang 55
3.5.2 Ve pha cong ty
- au t xay dng them nhng day chuyen hoat ong gan het cong suat hien tai e
ap ng nhu cau tang trng trong tng lai nh day chuyen ca phe, hat nem.
- Co ke hoach xay dng oi ngu nhan vien dai han, gi chan nhan vien co nang lc.
Hien nay oi ngu nhan vien kha tre, nang ong nen co nhieu nhu cau hoc hoi, th
thach. Cong ty nen co nhng ke hoach au t ao tao dai han, mot mat giup nhan
vien nang cao nghiep vu, trnh o chuyen mon mat khac gi chan nhan vien gioi.
- Tiep tuc duy tr viec tham gia cac chng trnh phuc li xa hoi e cung co danh
tieng cong ty va gop phan xay dng, phat trien cuoc song nh chu trng cua cong ty.

KET LUAN

Vi thc lc hien co va tiem lc cua cong ty cung nh th trng, cong ty co the cung
luc thc hien phoi hp cac chien lc vi nhng nhan hieu phu hp. Viec theo uoi
cung luc nhieu chien lc co the lam suy yeu lc lng cua cong ty. Tuy nhien vi
tiem lc hien co va giup sc t pha Nestle toan cau co the cho phep cong ty thc
hien nhieu chien lc mien sao nhng chien lc nay mang lai hieu qua phat trien
theo ng hng, chu trng a e ra.
Nhng chien lc va c xay dng da tren mot chuoi cac cong viec thong qua
cac giai oan nghien cu, xay dng va la chon. Trong suot qua trnh nay, nhng
thong tin can thiet s dung e a vao phan tch la nhng thong tin hien tai ve moi
trng v mo va vi mo cung nh d bao tng lai. Do o nhng chien lc c xay
dng va la chon co tnh on nh tng oi. e co phat huy het hieu qua cua cac
chien lc, trong qua trnh thc hien can co s cap nhat thong tin va ieu chnh thch
hp.





Trang 56
TAI LIEU THAO KHAO

1. PGS. TS Nguyen Th Lien Diep, Ths. Nguyen Van Nam, Chien lc va chnh
sach kinh doanh, nha xuat ban Thong ke 1999.
2. Fred R. David, Khai luan ve quan tr chien lc, nha xuat ban Thong ke 2000.
3. Ho c Hung, Phng Phap C3, Tai Lieu Giang Day ai Hoc Kinh Te.
4. Michael E. Porter. Chien lc canh tranh, nha xuat ban khoa hoc va ky thuat
1996.
5. PGS. TS Nguyen Th Lien Diep, Quan tr hoc, nha xuat ban thong ke 1995,
1999.
6. Philip Kotler, Quan tr Marketing, nha xuat ban Thong ke 1998.
7. Garry D. Smith, Chien lc va chnh sach kinh doanh, nha xuat ban Thong ke
1998.
8. Michel Hammer, James Champy (1996), Tai lap doanh nghiep, Vu Tien Phuc
dch, NXB Thanh Pho Ho Ch Minh.
9. Cuc Thong Ke Thanh Pho Ho Ch Minh, nien giam thong ke 1999-2003.
10. Thi bao kinh te Viet Nam cac so 2002-2004, 2003-2004, 2004-2005.
11. Thi bao kinh te Sai Gon cac so 2003-2004.
12. Tap ch tai chnh cac so nam 2004.
13. Tap ch phat trien kinh te Trng ai Hoc Kinh Te Thanh Pho Ho Ch Minh
cac so t 2002-2005.
14. Bao cao tai chnh noi bo cong ty Nestle Viet Nam 2002-2005.
15. Bao cao nghien cu th trng cong ty Nestle Viet Nam 2002-2005.
http:/W.W.W.Nestle.com
http:/W.W.W.Nestle.com.vn

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PHU LUC
Phu luc 1- Gii thieu s lc ve tap oan Nestle
Nam 1867 Henry Nestle mot nha hoa hoc ngi c sang lap cong ty san xuat sa
cho tre s sinh tai mot lang que nho Vevey, Thuy Sy. Nestle a dan tch luy kinh
nghiem thong qua nhng cong trnh nghien cu khoa hoc ve nhu cau dinh dng va
th hieu thc pham ngi tieu dung u moi la tuoi. Ngay nay, Nestle tr thanh mot
tap oan a quoc gia co mat 83 nc tren the gii vi hn 500 nha may, 247.000
lao ong.
Nam 2004 doanh thu at 86,769 trieu CHF tang trng 4.5% so vi nam 2003, lai
rong 8.1% doanh thu, EBITA 12.6%.
Theo xep hang 500 cong ty ln nhat the gii cua tap ch Fortune nam nay, cong ty
Nestle xep th 43 ve doanh thu, va xep th 44 ve li nhuan. Va cung c xep hang
la cong ty dan au the gii trong nganh hang tieu dung thc pham ve doanh thu va
li nhuan, tren Unilever (ng th 2 trong nganh, ng th 81 tren tong so cac cong
ty) va PesiCo (ng th 3 trong nganh, ng th 172 tren tong so cac cong ty).
Sau hn 130 nam hoat ong ngay nay san pham cua Nestle c ban rong rai tren
toan the gii vi nhng chung loai san pham a dang. Cac nhan hieu noi tieng cua
Nestle co the c ke en nh: Nescafe, Milo, Pelargon, Nan, Lactogen, Lavie,
Petcare, Guigoz,Kitkat, Maggi.
Bang 1 Doanh thu theo nganh hang nam 2004
n v trieu CHF
Nganh hang Doanh thu Ty trong
Thc uong
21,779.02
25.10%
Sa, kem
23,601.17
27.20%
Thc an nau san
15,878.73
18.30%
Socola va banh keo
10,238.74
11.80%
Thc an thu canh
9,978.44
11.50%
Dc pham va my pham
5,292.91
6.10%
Total 86,769.00 100.00%

Trang 58

Bang 2 - C cau doanh thu theo khu vc nam 2004:
Khu vc Doanh thu 2004 Ty trong
Chau Au
28,547.00 32.90%
Chau My
27,766.08 32.00%
Chau A Thai Bnh Dng, Chau Phi
14,663.96 16.90%
Cac khu vc khac
15,791.96 18.20%
Tong cong 86,769.00 100.00%

Phu luc 2 Cac ch so kinh te xa hoi
Bang 3
Ch so xep hang nang lc canh tranh tang trng : 77/104 (*)
Ch so xep hang moi trng kinh te v mo
Ch so on nh kinh te v mo
Ch so ve mc o chi tieu lang ph cua chnh phu
Ch so ve tn nhiem tai chnh cua at nc
Ch so xep hang ve cac the che cong
Ch so ve thi hanh luat phap va hp ong
Ch so ve tham nhung
Ch so xep hang ve cong nghe
Ch so sang tao cong nghe
Ch so ve cong nghe thong tin
Ch so ve chuyen giao cong nghe
58
23
68
68
82
55
97
92
79
86
66


Trang 59
Bang 4
Ch so nang lc canh tranh tang trng
Moi trng kinh te v mo
He so tiet kiem quoc gia nam 2003
Chenh lech lai suat ngan hang 2003
Ky vong co the xa ra suy thoai
Ty gia hoi oai thc 2003
Bo thu/chi ngan sach 2003
Tiep can tn dung
Cong nghe
Ket qua khuyen khch CNTN cua chnh phu
u tien cua chnh phu ve CNTT
Kha nang tiep thu CNTT tam DN

14
15
34
38
39
41

28
33
38



Trang 60
Bang 5
Ch so nang lc canh tranh tang trng
Moi trng kinh te v mo
Ch so ve tn nhiem tai chnh cua at nc 2004
Mc o lang ph trong chi tieu ch phu
Lam phat 2003
Cac the che cong
Chi tien ngoai phap luat trong xuat, nhap khau
Chi tien ngoai phap luat trong thu thue
Chi tien ngoai phap luat s dung cac dch vu cong
Luat tai san
Toi pham co to chc
Tnh oc lap cua t phap
Thien v trong quyet nh cua quan chc chnh phu
Cong nghe
Mc o s dung bang sang che cong nghe nc ngoai
Thue bao Internet 2003
Chat lng canh tranh trong dch vu cung cap Internet (ISP)
Luat phap lien quan en cong nghe thong tin
S dung ien thoai di ong 2003
S dung may tnh ca nhan 2003
Hp tac gia trng ai hoc va nghien cu cong nghiep
Mc o san sang ve cong nghe
Ty le hoc sinh trung hoc pho thong
au t nc ngoai va chuyen giao cong nghe
S dung bang phat minh (patent) 2003
ien thoai hu tuyen 2003
Chi tieu doanh nghep ve nghien cu trien khai
Ngi s dung Internet 2003
Trng hoc tiep can vi Internet

68
68
52

100
97
91
66
61
59
55

99
99
96
94
89
84
82
81
81
79
79
79
71
69
55

Trang 61
(*) Xep hang tren 104 nen kinh te
Theo bai viet TS. Le ang Doanh, tren bao tuoi tre so ra ngay 21/10/2004
Xep hang Viet Nam cua dien an kinh te the gii.

Phu luc 3 Toc o phat trien va c cau dan so Viet Nam 1990-2003
C cau (%) Nam Dan so trung bnh
( nghn ngi)
Toc o
tang (%)
Nam N Thanh th Nong thon
1990 66,016.7 1.92 48.78 51.22 19.51 80.49
1991 67,242.4 1.86 48.80 51.20 19.67 80.33
1992 68,450.1 1.80 48.83 51.17 19.85 80.15
1993 69,644.5 1.74 48.86 51.14 20.05 79.95
1994 70,824.5 1.69 48.90 51.10 20.37 79.63
1995 71,995.5 1.65 48.94 51.06 20.75 79.25
1996 73,156.7 1.61 49.01 50.99 21.08 78.92
1997 74,306.9 1.57 49.08 50.92 22.66 77.34
1998 75,456.3 1.55 49.15 50.85 23.15 76.85
1999 76,596.7 1.51 49.17 50.83 23.61 76.39
2000 77,635.4 1.36 49.16 50.84 24.22 75.78
2001 78,685.8 1.35 49.16 50.84 24.74 75.26
2002 79,727.4 1.32 49.20 50.80 25.10 74.90
2003 80,665.7 1.18 49.20 50.80 25.40 74.60
Nguon: Tong cuc thong ke


Trang 62
Phuc luc 4
Cach biet thu nhap ca nhan gia ngi giau va ngi ngheo giai oan 1994-2002 (lan)
Khu vc 1994 1995 1996 1999 2002
Viet Nam 6.5 7.0 7.3 8.9 8.14
Tnh, thanh pho 7.5 7.7 8.0 9.8 8.1
Vung nong thon 5.4 5.8 6.1 6.3 5.96
Khu vc
Lu vc song Hong 5.6 6.1 6.6 7.0 6.73
ong Bac 5.2 5.71 6.1 6.8 6.01
Tay Bac 5.2 5.71 6.1 6.8 5.96
Bac Trung Bo 5.2 5.7 5.9 6.95 5.82
Duyen hai mien Trung 4.9 5.5 5.7 6.31 5.83
Cao nguyen Trung Bo 40.1 12.7 12.8 12.9 6.75
ong Nam Bo 7.4 7.6 7.9 10.32 8.73
ong bang song Cu Long 6.1 6.4 6.4 7.86 7.14
Nguon: Tong Cuc Thong Ke 2004