Professional Documents
Culture Documents
Final Proposal CTCP BaoBi DamPhuMy 13122014 V06
Final Proposal CTCP BaoBi DamPhuMy 13122014 V06
Version 05
BN XUT NGHIN CU
CTCP bao bi m Ph M
www.ftaresearch.com
Nn tng nghin cu
Mc tiu v ni dung nghin cu
Thit k nghin cu
Cu trc mu phng vn & Khu vc thc hin
Chi ph nghin cu & Phng thc thanh ton
Thi gian nghin cu & Hnh thc bo co
Cam kt v bo mt v tiu chun cht lng d n
Kinh nghim thc hin d n tng t
Mt s model phn tch mu
Nhn s thc hin d n
Nn tng nghin cu
Trong nhng nm gn y, ngnh nha l mt trong s cc ngnh tng
trng nhanh vi tc tng trng bnh qun 15% hng nm. Sn
phm nha Vit Nam hin nay xut khu n 151 th trng trn th
gii c bit l cc th trng trng im nh M, Nht, Campuchia,
c, Anh,... trong nm 2013, ngnh Nha xut khu t tng kim
ngch 2,215 t USD. Trong , kim ngch xut khu sn phm nha t
1,808 t USD, tng 13,3% so vi 2012.
Hin Cng ty c phn Bao b m Ph M (DPMP) - n v thnh vin
ca Tng cng ty Phn bn v Ha cht Du kh (PVFCCo) c cng
sut 65 triu bao phn bn, nng sn v xi mng mi nm. Hu ht sn
phm bao b m DPMP ang cung cp l dng bao b mng n, n
gin trong cng ngh sn xut, c s cnh tranh gy gt v gi thnh do
s lng nh sn xut trong nc v nc ngoi rt nhiu v th li
nhun thp. Trong khi , sn phm bao b mng ghp phc hp hay
cn gi l mng film a lp s dng cng ngh cao, cn t nhn cng,
to ra gi tr gia tng cao ang l xu hng tim nng u t hin
nay.
Copyright 2011 INTAGE Inc. All Rights Reserved.
Nn tng nghin cu
Nm bt c th trng trong nc v xut khu i vi dng sn
phm mng ghp phc hp c tim nng ln v gi tr li nhun
cao. Cng vi chin lc pht trin ca DPMP n nm 2020, pht
trin dng sn phm mi c gi tr cao trn din tch t 03 ha cn
li nhm a DPMP tr thnh mt thng hiu cung cp bao b
hin i v uy tn trong nc v xut khu th vic u t m rng
pht trin sn xut Cng ty c phn Bao b m Ph M l rt cn
thit trong cng cuc pht trin chung cho Tng Cng ty phn bn
v ha cht Du kh PVFCCo ng thi cho DPMP tm kim cc
c hi cung ng cc sn phm bao b cao cp hn cho th trng
Vit Nam v tin ti xut khu mnh ra th trng nc ngoi sau
nm 2017.
Cng ty Intage VN mt cng ty chuyn nghip trong lnh vc
nghin cu th trng c yu cu xut bn kin ngh nghin
cu th trng theo yu cu ca CTCP Bao B m Ph M
Loi 5 lp
Loi 7 lp
Loi 9 lp
Copyright 2011 INTAGE Inc. All Rights Reserved.
Chng loi
D n s tp trung nghin cu loi
mng phim 5 lp, 7 lp v 9 lp l
chnh
V ty theo tnh hnh thc t,
Intage VN s kho st thng tin
cho nhng loi 11 lp tr ln
Th trng
o Xc nh phn khc th trng.
o Tnh hnh cung cu (trong nc v xut khu/ nhp khu) hin ti v xu
hng th trng 5 nm ti v tm nhn n nm 2030;
o Mc tng trng 3 nm qua v d on mc tng trng trong 10
nm ti; (C s liu c th)
o nh gi mc tim nng ca th trng i vi dng sn phm mng a
lp nguyn liu;
o Tm hiu, xc nh i tng khch hng tim nng; (C s liu c th)
o Phn tch 5 p lc cnh tranh tc ng n ngnh hng (Five Force Analysis
of Michael Porter) th trng trong nc v nc ngoi:
o Phn tch hin trng, ro cng v c hi ca ngnh;
o Phn tch v th trng mng nguyn liu mt s nc c nh gi tim
nng: Nht, M, Chu u, ...(c s liu c th)
o Phn tch h thng phn phi hin ti ca th trng mng phim ti Vit Nam
(Phn tch chui phn phi Supply Chain Analysis), im mnh v im yu
ca cc knh phn phi;
o Tm hiu cch tip cn vi khch hng tim nng v quy trnh ra quyt nh
chn la nh cung cp, quy trnh u thu, cc chnh sch chit khu, chm
sc khch hng,
Copyright 2011 INTAGE Inc. All Rights Reserved.
i th cnh tranh.
o nh gi tng quan tnh hnh cnh tranh ti Vit Nam v cc nc trn
th gii. Xu hng v mc cnh tranh trong tng lai;
o Tm hiu thng tin v cc i th cnh tranh chnh trn th trng Vit
Nam (Nng lc cung cp, i tng khch hng, cht lng sn phm,
chnh sch kinh doanh, gi c,.);
o Th phn hin ti ca cc i th cnh tranh;
o Cc hot ng thc y bn hng ca cc i th cnh tranh;
o im mnh v im yu ca cc i th cnh tranh;
Mng ng dng
Mng ng dng
Th trng.
o Xc nh phn khc, dung lng th trng v nh gi mc tim nng
ca th trng i vi cc ngnh cng nghip c s dng mng phim;
o Tnh hnh cung cu (trong nc v xut khu/ nhp khu) hin ti v xu
hng th trng trong 5 nm ti v tm nhn n nm 2030;
o Mc tng trng 5 nm qua v d on mc tng trng trong 10
nm ti;
o Tm hiu i tng khch hng tim nng cho sn phm mng phim ng
dng
o Phn tch 5 p lc cnh tranh tc ng n ngnh hng (Five Force Analysis
of Michael Porter) th trng trong nc v nc ngoi:
o Phn tch hin trng, ro cn v c hi ca ngnh mng ng dng;
o Phn tch v th trng mng phim mt s nc c nh gi tim nng:
Nht, M, Chu u...(c s liu c th)
o Phn tch h thng phn phi hin ti ca th trng mng phim ti Vit Nam
(Phn tch chui phn phi Supply Chain Analysis), im mnh v im yu
ca cc knh phn phi mng ng dng;
o Tm hiu cch tip cn vi khch hng tim nng v quy trnh ra quyt nh
chn la nh cung cp mng ng dng, quy trnh u thu.
o Cc chnh sch chit khu, chm sc khch hng,
Copyright 2011 INTAGE Inc. All Rights Reserved.
Mng ng dng
i th cnh tranh.
o nh gi tng quan tnh hnh cnh tranh ca cc nh cung cp mng
ng dng ti Vit Nam. Xu hng v mc cnh tranh trong tng
lai;
o Tm hiu thng tin v cc i th cnh tranh chnh trn th trng (Nng
lc cung cp, i tng khch hng, cht lng sn phm, chnh sch
kinh doanh, gi c,.);
o Th phn hin ti ca cc i th cnh tranh;
o Cc hot ng thc y bn hng ca cc i th cnh tranh;
o im mnh v im yu ca cc i th cnh tranh;
i tng nghin cu
Nghin cu trn 4 i tng chnh:
1. Hip hi bao bi/nha Vit Nam
Tm hiu xu hng th trng v thng tin lin quan n ngnh bao b mm
Thit k nghin cu
A. Nghin cu phng vn chuyn su
cc chuyn gia trong ngnh theo
phng php Delphi
. Intage VN s sp xp cuc hn phng
vn. Researcher s phng vn trc tip
thu thp thng tin chuyn su
. i tng phng vn: l cc chuyn gia, c
hiu bit su trong ngnh sn xut v ng
dng mng phim nguyn liu v ng dng
cc v tr qun l (Ch doanh nghip, Gim
c/ Ph gim c kinh doanh, Trng/ Ph
phng thu mua, Chuyn gia trong Hip Hi
Bao B/ Hip Hi Nha/ Ho cht)
1. Hip hi bao bi/nha Vit Nam
2. Cng ty nhp khu v thng mi
3. Cng ty sn xut mng phim
4. Cng ty s dng mng phim nguyn
liu gia cng bao bi mm
(Converting)
5. Cng ty tiu th bao bi trong sn
xut (End user)
CU TRC MU PHNG VN
HCM
H Ni
Tng cng
10
13
10
13
N=26
N=9
N=35
Ghi ch:
- Phn b mu chi tit s c th thay i da vo tnh hnh thc t ca th trng khi thc
hin nghin cu.
- Intage VN s gi khch hng danh sch cc cng ty cn phng vn trc khi thc hin
- Researcher level manager tr ln s thc hin cc phng vn chuyn su)
- DPMP2011
c INTAGE
th cInc.
mt
i din
tham gia phng vn cng vi Intage VN.
Copyright
All Rights
Reserved.
S
mu
n v
tnh
(USD)
5,000 USD
30
500
Tng cng
Chi ph sau khi gim gi
Lu :
- Chi ph trn cha bao gm 10%VAT
- Chi ph trn bao gm tin qu cho p vin.
Tng chi ph
(USD)
15,000 USD
1,000 USD
21,000 USD
19,000 USD
Chi ch:
Intage Vietnam s gi lch thc hin chi tit khi khch hng xc nhn thc hin
d n vi Intage Vietnam
Thi gian lm vic: T th Hai th Su
Bo co kt qu
o Bo co c trnh by trn phn mm Power Point
o Intage Vietnam gi khch hng soft copy v hard copies ca bo co cui cng
o Thuyt trnh kt qu nghin cu 1 ln ti vn phng DPMP.
Bo mt v cam kt
Intage Vietnam m bo gi b mt tt c thng tin ca d n ny,
khng tit l hoc chuyn giao bt k thng tin no ca d n cho
bn th ba nu khng c s ng bng vn bn ca CTCP bao b
m Ph M.
Intage Vietnam phi thc hin vic bo mt thng tin ca d n ny
ti thiu l mt (01) nm k t khi bn giao kt qu nghin cu cui
cng.
Intage Vietnam cam kt thc hin theo tiu chun ca Hip Hi
Nghin Cu Th Trng ESOMAR
Intage Vietnam cam kt thc hin d n ny theo ng quy trnh
ra ca tiu chun ISO 20252:2013 (l chun ISO dnh ring cho
ngnh Nghin Cu Th Trng)
Ch k:
Tn: _____________________________________________
Ngy:
_____________________________________________
______________________________________________
Xin c thng bo rng Intage Vietnam cung cp chi ph dch v cnh tranh nht
cho mt dch v tt nht m Intage Vietnam c th cung cp.
Theo chnh sch ca Intage Vietnam, chng ti khng p dng bt k chng trnh
hoa hng no cho khch hng hoc bn th ba.
(m2)
GOV projects
Cc ro cn
80
Quan liu
79
Lut php/th tc
67
66
62
Lut lao ng
59
i tc tin cy
56
53
C s h tng
50
Chi ph hot ng
48
Ngn ng
Ti chnh
43
Tm quan
trng thp
Phn khc 5
PH N
12%
Phn khc 1
IN KINH
30%
Phn khc 4
NGOI TRI
18%
Phn khc 3
BNG R
16%
i chi + Th thao
Cho nhng ngi mun c th sn chc
Nhng i giy hp thi, hin i
Thit k hp dn l yu t quan trng
Phi vui nhn/th v
Tiu
Customers
s khch
profile
hng
Nhm tr
15-17
18-29
Cc thng hiu s dng nhiu
NIKE ADIDAS
S
Evolution
pht trin
Phn khc 2
TENNIS
24%
26
15
1998
18
1999
21
2000
30
2201
2002
Th phn sn lng
Th phn gia tr
% li nhun rong
84
4
16
0%
82
11
15%
22
20%
16
15%
10
30
12-15%
21
2
25%
15
20%
30
20%
2
Showroom
nh sx/pp
Bn c lp
i siu th
Ca hng
in my
Ca hng nh
bp & bn
tm
Bn s
15%
H thng
in my
3
Chuyn gia
nh bp
6
25%
4
6
10%
Bn d n
16
4
40%
18
6
25%
12
20%
16
15-20%
10
Ch u
t
2018 25%
Bn l
59%
gia tr
29
10-15%
25%
7
29
Khng
Bn l 10
41% 9 10-15%
gia tr
Thu
4
12-15%
3
M rng
Th trng
Chin lc
cnh tranh
H thng phn
phi?
Cac hot ng
tip th h tr?
Tung sn
phm?
Copyright 2011 INTAGE Inc. All Rights Reserved.
Mi trng
2006
2007-11
8.2
8.2 - 8.5
Kinh T
Mi trng
Cnh tranh
Mi trng
P
P
P
T
M
K Thut
Mi trng
Chnh tr v
Php lut
Mi trng
X hi
16.4
Lm phat (%)
GDP
T gia USD
Cc s o pht trin
8.3
17.7
6.6
~17
c gi thp hn t l tng
15,866 16,679
16,453 (2007)
2005
2006
2007-11
19.1
20.9
~22
T l thng th ha (%)
22.5
26.5
Mi trng
T nhin
22.23
27 (2007) - 34 (2011)
22.82
Hin nay, nh may Tribeco Min Bc ch sn xut sn phm dng chai thy tinh.
36
NH HNG MNH
Nhng im yu
Nhng im mnh
SNG TO
Quan trng trong Y khoa & EE
GI: CE
H TR K THUT
-My
-Y khoa
NH HNG T
Yu cu c bn
Dy chuyn cung cp
IM CNH TRANH KM
im mnh im yu ca cc i th chnh
Leading brands
Primary strengths/
opportunities
Primary
weaknesses/
threats
Growth potential /
areas of
development
AAA
BBB
CCC
DDD
EEE
Excellent after
sale service
Reasonable
product price
High quality
product
A famous brand
existed in midclass market for
long time
Excellent quality
and design
World-class
reputation
Reasonable price
and high quality
products
Intense
competition in its
target market
Does not have its
own chain stores,
and therefore has
to rely on
independent
dealers
Intense
competition
No retail
presence of its
own
Limited range of
products
Poor after sales
service
Availability is
limited to a few
stores and
showrooms,
needs to expand
its distribution
network
Limited product
range
Does not offer
electric cooking
devices
Needs to
improve on after
sales service
Preparing itself to
compete with
other competitor
in mid-class
market by
introducing new
product variants
Potential to
compete with
other players in
high-end market
while
strengthening its
positioning in
mid-class market
Product
diversification is
necessary to
increase share in
economy market
and also try to
influence the
middle class
market
NH CUNG CP 1
NH CUNG CP 3
THNH TCH
CAO
Phm vi rng
NH CUNG CP 2
i tac tin cy
Tn ty
Tinh thn n nh
DCH V
V tr thng hiu ca cc i th cnh tranh chnh
Chin lc
Thng tin lin lc
GI
THP
i ng qun l d n
Gim
Gim c
c d
d n
n
Mr.
Mr. Trn
Trn Ngc
Ngc Dng
Dng
(Managing
(Managing Director)
Director)
Phn tch, bo
co
Qun
Qun l
l d
d n
n
Mr.
Bi
Hu
i
Mr. Bi Hu i Nh
Nh
(Associate
(Associate Director)
Director)
Phng
Phng vn
vn chuyn
chuyn su
su
Ms.
Phm
Ms. Phm Th
Th Chu
Chu
(Research
(Research Manager)
Manager)
Thu
Thu thp
thp TT
TT Desk
Desk Research
Research
Ms.
Nguyn
Ms. Nguyn Th
Th Ngc
Ngc Linh
Linh
(Senior
(Senior Research
Research Executive)
Executive)
FW manager (2)
Ms. Nguyn N Lam Tho (HCMC)
Mr. Thai Duy Quang (Hanoi)
FW supervisor (4)
Recruiter (16)
ng Bui Hu i nh - Associate
Director
Hin l Gim c nghin cu Intage Vietnam
vi 13 nm kinh nghim trong ngnh nghin
cu th trng, chu trch nhim qun l cc d
n nghin cu ti y. L mt trong nhng
thnh vin ch cht ca i ng nghin cu v
chm sc khch hng, ng cng l ngi ra
nhng k hoch chin lc nhm m bo
tng trng hin ti ca cng ty v chnh sch
pht trin cho nhm nghin cu ca mnh.
ng cng ang l ging vin ph trch cc
chuyn nghin cu th trng thc hnh ti
VietnamMarcom, Arti Vit Nam, trng doanh
nhn Pace v I.A.M.