Trung tm Pht trin H thng i hc Quc gia H Ni

i hc California Mirama Hoa K

BI LUN CUI K MN KINH T HC QUN TR Chnh sch nh gi bn li ca Playmobile t ra nhng vn v cnh tranh H v Tn: Nguyn Th Qunh Lm Ngy thng nm sinh: 15/5/1983 Lp: MBA-CMU 8A Tng s trang: 05.

im
Bng s Bng ch Ch k ging vin chm thi

BI LM I. TM TT TNH HUNG: Paymobile l mt hang bn chi chuyn bit dnh cho tr em ni ting M vi doanh thu bn bun hng nm vt qu mc 18 triu USD. Paymobile cung cp mt lng ln cc sn phm Paymobile cho cc i l bn l trn khp nc M v cc i l ny s bn li sn phm Paymobile cho ngi tiu dng. Trong nhiu nm qua, Paymobile thng xuyn cng b Khung gi bn l c xut dnh cho tt c cc sn phm ca hng ny. Thc t, chnh sch ny tuyn b rng Paymobile s c ton quyn gim st cc i l bn l ca mnh v s t ng t chi, m khng c bn bc tho lun,

Trung tm Pht trin H thng i hc Quc gia H Ni

i hc California Miramar Hoa K

bn hng cho bt k mt i l no m n xc nh l gim gi vt mc gii hn c quy nh. Paymobile v cc i tng ng mu tin hnh mt m mu cu kt thng ng trong s hn ch bt hp l cc hot ng thng mi cc tiu bang vi nhau. m mu cu kt thng ng tim n ny bao gm mt chui nhng s tha thun, hiu ngm vi nhau v phi hp hnh ng gia Paymobile v cc i tng ng mu nhm n nh v duy tr mc gi bn li cc sn phm ca Paymobile mc gi do Paymobile ra.
a. Thit lp nn v truyn t ti cc i l bn l nhng mc gi bn

li ti thiu dnh cho cc sn phm ca Paymobile; b. e da chm dt hp ng i l bn l v bn hoc qung co cc sn phm ucar Paymobile vi cc mc gi thp hn mc gi bn li ti thiu ca Paymobile; c. S dng cc hnh thc e da chm dt hp ng vi cc i l bn l nhm m bo h phi tun th theo mc gi bn li ti thiu ca Paymobile v hn ch thi gian bn hng khuyn mi ca cc i l bn l. d. Tng cng s gn b cht ch vi mc gi bn li ti thiu theo yu cu ca cc i l bn l nhm ngn chn cc cuc chin gi c gia h; e. Nht tr tha thun vi cc i l v cc mc gi bn l dnh cho cc sn phm ca Paymobile m cc i l bn l phi a ra. Tc ng th trng ca cc chnh sch Paymobile: m mu cu kt thng ng tim n k trn c nhng tc ng: cc mc gi bn li cc sn phm chi tr em c n nh v duy tr; s cnh tranh trong hot ng tiu th cc sn phm chi tr em gia cc nh i l bn l c kim ch, ngn chn v xa b. Rt kh c th nh gi c khi lng thng mi b nh hng bi cch thc hnh x c kh nng l bt hp php ca Paymobile.
H v Tn: Nguyn

Th Qunh Lm 2

Lp: MBA CMU 8A

Trung tm Pht trin H thng i hc Quc gia H Ni

i hc California Miramar Hoa K

Cch thc hnh x ca Paymobile c tp trung ti hn 12 tiu bang l nhng ni, vi s thc gic ca cc i l bn l mun ngn chn s cnh tranh v gi, Paymobile t c nhng tha thun nh gi bn li bt hp php vi nhng nh gim gi tim n. Do vy, trong khi rt kh nh gi c tng khi ngjj thng mi b nh hng bi cc hnh ng ca Paymobile, th iu r rang l rt ln mc d t hn ng k so vi ton b doanh thu bn l hng nm cc sn phm chi ca Paymobile trn ton quc l 35 triu USD. Cc vn t ra: 1. Chnh sch ca Paymobile i vi cc nh bn l vi phm chnh sch gim gi bn l ca n l g? 2. Hnh ng ca Paymobile c nht qun vi chnh sch ca n hay khng? 3. Paymobile thc thi nhng hnh ng g x l cc i l bn l vi ph chnh sch gim gi bn l ca n? II. GII QUYT VN : Cu 1. Chnh sch ca Paymobile i vi cc nh bn l vi phm chnh sch gim gi bn l ca n l g? Paymobil thng xuyn cng b khung gi bn l c xut dnh cho tt c cc sn phm ca hng ny. Hng nm, Paymobile gi th cho tt c cc nh bn l ca mnh thng bo v Chnh sch chit khu cho cc nh bn l. Trn giy t th nhng bc th ca Paymobil biu th mt chnh sch n phng chm dt hp ng i l c xc nh r rang theo tin l v n United States v. Colgate & Co. Bao gm mt s bin php an ton nhm m bo rng Paymobil v cc i l s khng tin hnh nhng tha thun v gi bn li. Nh vy, chnh sch ca Paymobil l khng can thip v p t gi bn l ca cc i l
H v Tn: Nguyn

Th Qunh Lm 3

Lp: MBA CMU 8A

Trung tm Pht trin H thng i hc Quc gia H Ni

i hc California Miramar Hoa K

2. Hnh ng ca Paymobil c nht qun vi chnh sch khng thc t hnh ng khng nht qun vi chnh sch ra. Paymobil ton quyn gim st cc i l bn l ca mnh v s t ng t chi, m khng c bn bc tho lun, bn hng cho bt k mt i l no m n xc nh gim gi vt mc gii hn c quy nh. Thit lp nn v truyn t ti cc i l bn l nhng mc gi bn li ti thiu dnh cho cc sn phm ca Paymobile. e da chm dt hp ng i l bn l v bn hoc qung co cc sn phm ca Paymobile vi cc mc gi thp hn mc gi bn li ti thiu ca Paymobile. S dng cc hnh thc e da chm dt hp ng vi cc i l bn l nhm m bo h phi tun th theo mc gi bn li ti thiu ca Paymobile v hn ch thi gian bn hng khuyn mi ca cc i l bn l; Tng cng s gn b cht ch vi mc gi bn li ti thiu theo yu cu ca cc i l bn l nhm ngn chn cc cuc chin gi c gia h. Nht tr tha thun vi cc i l v cc mc gi bn l dnh cho sn phm ca Paymobil m cc i l bn l s phi a ra. Qua y ta thy Paymobil quyt nh ti a ha li nhun theo m hnh Sweezy: - Cc cng ty tin rng i th s chy theo gim gi, ch khng theo tng gi, dn n tnh trng gi n nh ngay c khi chi ph thay i trong ngnh . Chnh v vy Paymobil lun kim sot cc i l c hnh vi gim gi. Cu 3: Paymobil thc thi nhng hnh ng g x l cc i l bn l vi phm chnh sch gim gi bn l ca n.

H v Tn: Nguyn

Th Qunh Lm 4

Lp: MBA CMU 8A

Trung tm Pht trin H thng i hc Quc gia H Ni

i hc California Miramar Hoa K

Nu mt i l b co buc c thc s an gim gi vt mc gii hn c xut th Playmobil d bt buc phi tho lun v chnh sch nh gi bn li ca n i vi nh i l bn l vi phm . Nu nh i l vn khng ng tng gi, Paymobil s: + cho php cc ca hng khc trong khu vc st cnh d by bn sn phm ca hang Paymobil. + X l cc n t hng khng ng cch hoc mt lot cc vn khc khi giao hng. + T chi bn them chi cho nh i l bn l . * Bng cc bin php p o nh vy, cc i l khng mun phi i mt vi cuc cnh tranh gi c trong hot ng bn l cc sn phm chi ca Paymobil v kt qu l Paymobil gi c gi v tng thu li nhun ti a. III. KT LUN: Nghin cu tnh hung chnh sch nh gi bn li ca Paymobile t ra nhng vn v cnh tranh, ti thiu hn v hnh ng ca mt doanh nghip v s tng tc gia cc hnh vi doanh nghip li nh hng n u ra ca th trng. l cc m hnh Swery, Cournot, Stackelberg and Bertrand ca c quyn nhm. Mi m hnh ny li c nh hng bi cc gi nh ca doanh nghip v hnh vi ca cc doanh nghip khc. T , mi doanh nghip c nhng hnh ng ti a ha li nhun ca cng ty. IV. TI LIU THAM KHO: 1. Ti liu c, ti liu bi ging kinh t hc qun tr.

H v Tn: Nguyn

Th Qunh Lm 5

Lp: MBA CMU 8A