bài thảo luận qt marketing nhóm 7 lớp 1115bmkt0311
TRANSCRIPT
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TRNG I HC THNG MI
KHOA THNG MI QUC T
BI THO LUNMN QUN TR MARKETING 1.2
ti: La chn mt sn phm ca 1 cng ty kinh doanh c th?
Phn tch ni dung qun trknh phn phi ca cng ty .
Lp hc phn: 1115BMKT0311Gio vin hng dn: inh Thy Bch
Nhm : 7
STT H v tn M sinh vinT
nhgi
Nhmnh gi
K tn
1 Nguyn Th M Linh (nhm trng) 09D130348
2 Phan Thy Linh (th k) 09D130508
3 L Th Loan 09D130349
4 Ng Hong Long 09D130219
5 Trnh Vn Thin Long 09D130268
6 L Vn Lun 09D130029
7 L Mai Ly 09D130108
8 Trnh Th Phng Mai 09D130111
9 V Khc Nht Minh 09D130272
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Mc lcPHN I. C S L LUN ................................................................................................................... 4
I. Cc khi nim ............................................................................................................................ 4
1. Khi nim knh phn phi ...................................................................................................... 4
2. Cc cp ca knh phn phi.................................................................................................... 4
3. Chc nng ca knh phn phi ............................................................................................... 5
4. T chc knh phn phi.......................................................................................................... 6
5. Thit k knh phn phi.......................................................................................................... 8
II. Cc quyt nh qun tr knh phn phi .......................................................................... 14
1. La chn thnh vin knh phn phi ........................................................................................ 14
2. ng vin thnh vin knh phn phi ...................................................................................... 15
3. nh gi cc thnh vin ca knh phn phi............................................................................ 16
4. iu chnh cc sp t knh...................................................................................................... 16
PHN II. LIN H THC T............................................................................................................. 17
I. Gii thiu v URC Vit Nam.................................................................................................. 17
1. Lch s hnh thnh................................................................................................................. 17
2. Qu trnh pht trin ca cng ty............................................................................................ 18
II. Sn phm tr xanh C2 ........................................................................................................ 19
1. Gii thiu v sn phm. ........................................................................................................ 19
2. Tnh hnh sn xut, kinh doanh sn phm................................................................................ 21
III. Hot ng phn phi tr xanh C2 ..................................................................................... 21
1. Mc tiu knh phn phi....................................................................................................... 21
2. Cu trc knh phn phi sn phm tr xanh C2.................................................................... 22
3. La chn thnh vin knh v tnh hnh hot ng ca cc thnh vin.............................. 24
4. Quy trnh t hng. ............................................................................................................... 28
5. Qun l hot ng ca knh phn phi................................................................................. 29
6. Cc chnh sch h trhot ng phn phi. ......................................................................... 30
IV. NHN XT V HOT NG PHN PHI SN PHM TR XANH C2..................... 31
1. u im. ............................................................................................................................... 31
2. Nhc im........................................................................................................................... 31
3. Gii php ................................................................................................................................... 32
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LI NI U
Ngy nay hu ht nhng ngi sn xut u cung cp sn phm ca mnh
cho th trng thng qua cc trung gian phn phi. Nhng trung gian phn
phi hp thnh mt h thng knh phn phi (cn c gi l knh
marketing hay knh thng mi).
Bi tho lun di y xin trnh by ni dung c bn v knh phn phi
v cc quyt nh v qun tr knh phn phi trn tnh hnh thc t ca mt
cng ty ti Vit Nam.
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PHN I. C SL LUNI. Cc khi nim
1. Khi nim knh phn phiKnh phn phi l mt tp hp cc t chc v c nhn c lp v ph
thuc ln nhau tham gia vo qu trnh a hang ha hoc dch v tni sn
xut n ngi tiu dng cui cng.
2. Cc cp ca knh phn phiCc knh phn phi c thc m t bng s lng cc cp trung
gian ca n. Mi ngi trung gian s thc hin mt s cng vic nht
nh nhm em sn phm ti gn ngi tiu dng hn v to thnh mt
cp trong knh phn phi. V nh sn xut v ngi tiu dng l im u
v im cui ca mi knh phn phi, nn hcng l nhng b phn ca
knh. Chng ta s dng s cp trung gian ch di ca mt knh
phn phi. Do c im khc nhau ca sn phm v dch v m cc
knh phn phi cng c thit k khc nhau, bao gm knh phn phi
hng tiu dng, knh phn phi hng cng nghip.
Knh phn phi hng tiu dng
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Knh phn phi hng cng nghip
Knh khng cp (cn c gi l knh phn phi trc tip) gm
ngi sn xut bn hng trc tip cho khch hng cui cng. Knh mt
cp (knh phn phi gin tip) c mt ngi trung gian, nh ngi bn l.
Knh hai cp c hai ngi trung gian. Knh ba cp c ba ngi trung gian.Ngoi ra c th c knh phn phi nhiu cp hn. Tuy nhin s cp ca
knh tng ln th vic thu nhn thng tin v nhng ngi s dng cui
cng v thc hin vic kim sot cc trung gian s kh khn hn.
3. Chc nng ca knh phn phiMt knh phn phi lm cng vic chuyn hng ha t nh sn xut
ti ngi tiu dng. H lp c khong cch v thi gian, khng gian vquyn s hu gia ngi tiu dng vi cc sn phm (hay dch v)
Nhng thnh vin ca knh phn phi thc hin mt s chc nng ch
yu sau :
- Thng tin. Thu thp thng tin cn thit hach nh marketing v
to thun tin cho s trao i sn phm v dch v.
- C ng. Trin khai v ph bin nhng thng tin c sc thuyt
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phc v sn phm nhm thu ht khch hng.
- Tip xc. Tm ra v truyn thng n khch hng tng lai.
- Cn i. nh dng nhu cu v phn phi sn phm thch ng vi
nhu cu ca khch hng. Vic ny bao gm nhng hat ng nh sn
xut, xp hng, tp hp v ng gi.
- Thng lng. C gng t c s tha thun cui cng v
gi c v nhng iu kin khc lin quan c th thc hin c vic
chuyn giao quyn shu hay quyn s dng sn phm.
- Phn phi vt phm. Vn chuyn v tn kho hng ha.
- Ti tr. Huy ng v phn b ngun vn cn thit d tr, vnchuyn, bn hng v thanh ton cc chi ph hot ng ca knh phn phi.
- Chia s ri ro. Chp nhn nhng ri ro lin quan ti vic iu
hnh hot ng ca knh phn phi.
Nm chc nng u nhm thc hin c nhng giao dch, ba chc
nng sau nhm hon thin nhng giao dch thc hin.
4. T chc knh phn phia, Knh Marketing truyn thng
Mt knh marketing truyn thng bao gm nh sn xut, nh bn s
v nh bn l c lp, trong , mi ngi l mt thc th kinh doanh
ring bit lun tm cch tng ti a li nhun ca mnh, cho d c lm
gim li nhun ca c h thng. Khng c thnh vin no ca knh phn
phi c quyn kim sot hon ton hay ng ki vi cc thnh vinkhc. Nhng knh marketing truyn thng thiu s lnh o mnh, c
c im l hot ng km hiu qu v c nhiu mu thun phc tp.
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Ngi
bn s
Ngi
bn l
Khch
hng
Knh marketing truyn thng
b, H thng marketing dc (VMS)
Mt h thng marketing dc (VMS), bao gm nh sn xut, nh
bn s v nh bn l hot ng nh mt th thng nht. Hoc mt thnh
vin ny l ch s hu ca cc thnh vin khc, hoc trao cho h c
quyn kinh tiu, hoc c quyn lc mnh n ni cc thnh vin kia phi
hp tc. H thng marketing dc c th t di quyn kim sot ca
mt ngi sn xut, mt ngi bn s hay mt ngi bn l. H thng
marketing dc l mt mng li k hoch ha tp trung v qun l c
nghip v chuyn mn, c thit k vi m bo tit kim trong
khai thc v t mc ti a nh hng ca th trng. H thng
marketing dc ang tin ti kim sot hnh vi ca knh v loi tr mu
thun pht sinh do cc thnh vin c lp ca knh theo ui nhng mc
tiu ring ca mnh. N tit kim c l nh qui m, kh nng thng
lng v loi trc nhng dch v trng lp.
Nh sn xut
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5. Thit k knh phn phiVic thit k h thng knh phn phi i hi phi phn tch nhu
cu khch hng, xc nh nhng mc tiu v nhng yu cu bt buc ca
knh, xy dng v nh gi nhng phng n chnh ca knh v la chn
knh phn phi p dng vo hot ng phn phi sn phm.
a, Phn tch yu cu ca khch hng vmc m bo dch v
Vic u tin khi thit k knh phn phi l tm hiu xem khch hng
mc tiu mua nhng sn phm no, mua u, ti sao h mua v mua
nh th no. Ngi lm marketing phi hiu c nhng yu cu ca
khch hng v mc m bo dch v m h mun c. Cc ch tiu
ch yu dng nh gi mc m bo dch v l:
- Qui m l hng. Qui m l hng l s lng sn phm m knh
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phn phi cho php mt khch hng mua trong mt t. Qui m l hng
cng nh th mc dch v m knh m bo cng cao.
- Thi gian ch i. Thi gian ch i l khong thi gian trungbnh m khch hng ca knh phn phi phi chi nhn c hng.
Khch hng c xu hng chn nhng knh phn phi giao hng nhanh.
Thi gian giao hng cng nhanh th mc m bo dch v cng cao.
- a im thun tin. a im mua hng thun tin th hinmc knh phn phi to iu kin d dng cho ngi mua sn phm.
Cch b tr cc im bn hng rng khp trn cc khu vc th trng s
thun li cho ngi mua hn v h tit kim c thi gian v chi phili tm kim v sa cha, nhng ng thi cng lm tng chi ph ca
ngi bn nu kh nng bn hng ca mi im bn l kh nh.
- Sn phm a dng. Nu knh phn phi m bo c chiurng ca loi sn phm cng ln th sn phm cng a dng, v do n
lm tng kh nng p ng ng nhu cu m khch hng i hi. Mc
thun tin v a im s cng tng thm na khi s dng marketingtrc tip.
- Dch v htr. y l nhng dch v ph thm (tn dng u i,giao hng tn nh, lp t, sa cha) m knh phn phi m nhn. Dch
v h trcng nhiu th cng vic m knh phi thc hin cng nhiu hn.
b,Xc nh cc mc tiu v rng buc ca knh phn phi
Vic hoch nh mt knh hiu qu bt u bng s nh r cnvn ti th trng no vi mc tiu no. Nhng mc tiu c th l mc
phc v khch hng ti u v cc trung gian phi hot ng th no.
Mi nh sn xut trin khai nhng mc tiu ca mnh trong nhng iu
kin rng buc t pha khch hng, sn phm, cc trung gian phn phi,
cc i th cnh tranh, chnh sch ca doanh nghip v mi trng kinh
doanh.
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- c im ngi tiu dng. Khi doanh nghip mun vn ti skhch hng sng ri rc th cn knh di. Nu khch hng thng mua u
n tng lng hng nhcng cn nhng knh phn phi di v p ng
nhu cu t v u n l rt tn km.
- c im sn phm. Vic thit k knh chu nh hng ln doc im ca khch hng. Nhng sn phm cng knh,nh vt liu xy
dng hay bia ru v nc gii kht i hi knh phn phi m bo n
mc thp nht c ly vn chuyn v s ln bc xp trong qu trnh lu
thng t ngi sn xut n ngi tiu dng. Nhng sn phm phi tiu
chun, nh my mc chuyn dng th cc i din bn hng ca ngisn xut phi bn trc tip, v nhng ngi trung gian khng c kin
thc chuyn mn cn thit. Nhng thit b cn lp t v dch v bo
tr thng do ngi sn xut hay i l c quyn bn v bo tr. Nhng
sn phm c gi tr ln thng do lc lng bn hngca ngi sn xut
m nhn, m khng phi qua cc trung gian phn phi.
- c im ca cc trung gian phn phi. Vic thit k knhphi phn nh c nhng im mnh v im yu ca cc trung gian
phn phi trong vic thc hin cc cng vic ca h.
- c im vcnh tranh. Doanh nghip cn phn tch nhng uth v nhng hn ch ch yu ca knh phn phi ca i th cnh
tranh thit k knh phn phi ca mnh c khnng cnh tranh cao.
-
c im v doanh nghip. c im ca doanh nghip ngvai tr quan trng trong vic la chn knh. Quy m ca doanh nghip
s quyt nh quy m p ng th trng v kh nng la chn nhng
trung gian phn phi thch hp. Ngun ti chinh ca doanh nghip s
quyt nh n c th thc hin chc nng marketing no v chc nng
no s phi nhng li cho cc trung gian.
- c im mi trng kinh doanh. Khi nn kinh t ang suythoi, ngi sn xut mun a sn phm vo th trng theo cch no t
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tn km nht. iu ny c ngha l h s s dng cc knh ngn v b
bt nhng dch v khng cn thit lm gi bn tng ln. Ngoi ra nhng
quy nh v nhng iu kin bt buc v mt buc php l cng nh
hng ti vic la chn knh phn phi.
c, Xc nh nhng phng n chnh ca knh phn phi
Mt khi doanh nghip nh c th trng mc tiu v nh v
tr cho sn phm ca mnh, th cng vic tip theo l phi xc nh nhng
phng n chnh ca knh phn phi. Mi phng n ca knh c
m t bng ba yu t : cc loi trung gian, s lng trung gian, cc
iu kin v trch nhim ca mi thnh vin trong knh phn phi.
- Cc loi trung gianDoanh nghip c th xc nh cc loi trung gian c sn trn th
trng to thnh knh phn phi cho mnh. Ngoi lc lng bn
hng trc tip ca doanh nghip, c th xem xt a vo knh phn
phi cc trung gian nh i l ca nhng ngi sn xut khc, nhng
ngi phn phi c quyn, i l bn l ph tng, nhng ngi bn l
v th trng t hng qua bu in hay internet v. v... Cc doanh
nghip cng phi tm kim nhng knh phn phi mi, nhm thu ht s
ch ca khch hng nhiu hn so vi knh phn phi hin c.
i khi doanh nghip li chn pht trin mt knh khc thng v
l do kh khn hay qu tn km khi s dng knh thng thng, v t
c thnh cng.
- Slng trung gianDoanh nghip phi quyt nh s lng nhng nh trung gian cn
c mi cp. C ba phng thc phn phi sau :
+ i l c quyn. Mt s nh sn xut tnh cch hn ch s
lng trung gian bn hng ca mnh khi h mun duy tr quyn kim
sot cht chi vi mc m bo dch v v khi lng dch v do
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ngi bn thc hin. Hnh thc cc oan nht ca vic ny l i l
c quyn hay phn phi c quyn (exclusive distribution), vi mt
s rt t ngi bn c giao c quyn phn phi sn phm ca ngi
sn xut trong mi khu vc th trng ca h.
+ Phn phi chn lc (selective distribution). Phn phi chn lc
s dng mt s ch khng phi l tt c nhng ngi trung gian no
chp thun vic bn sn phm ca ngi sn xut.
+ Phn phi rng ri: c im ca phng thc phn phi rng
ri l ngi sn xut tm cch a sn phm v dch v vo cng nhiu
ca hng cng tt. V khi ngi tiu dng i hi a im mua hngphi ht sc thun tin, th iu quan trng l phi m bo phn phi vi
cng ln hn.
- iu kin v trch nhim ca cc thnh vin trong knh phn phiNgi sn xut phi nh r cc iu kin v trch nhim ca cc
thnh vin tham gia knh phn phi, bao gm vic cn nhc cc yu t
ch yu : chnh sch gi c, iu kin bn hng, quyn hn theo lnh
th, trch nhim v dch v h tr m mi thnh vin trong knh phi
thc hin.
Chnh sch gi i hi ngi sn xut phi xy dng mt bng gi
v bng chit khu m nhng ngi bn hng trung gian tha nhn l
cng bng v y .
iu kin bn hng bao gm nhng iu kin thanh ton ( tn dngmua hng, cc khon chit khu tin mt, chit khu theo s lng,
gim gi khi hng rt gi...) v trch nhim bo hnh ca ngi sn xut
(i hng c khuyt tt, m bo cht lng qui nh,...)
Quyn hn theo lnh th ca nh phn phi cng l mt yu t
quan trng trong quan h gia ngi sn xut v cc trung gian phn
phi. Cc trung gian phn phi cn bit r phm vi lnh th th trng
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m hc giao quyn bn hng.
Ngoi ra ngi sn xut cng cn phi lm r trch nhim gia
mnh v cc trung gian phn phi v cc dch v h trnh qung co
hp tc, t vn qun tr, hun luyn nhn vin,...
d, nh gi v la chn tchc knh
Sau khi xy dng c mt s phng n knh phn phi, nh
sn xut s chn ra mt knh phn phi tha mn tt nht nhng mc
tiu di hn ca mnh. Mi knh phn phi cn c nh gi theo
nhng tiu chun kinh t, kim sot v thch nghi.
- Tiu chun kinh tMi phng n knh phn phi u to ra mt mc tiu th v chi
ph khc nhau. Do , doanh nghip cn so snh mc tiu th v chi ph
ca vic phn phi trc tip bng lc lng bn hng ca doanh nghip
v phn phi (gin tip) qua trung gian.
- Tiu chun kim sotMt trong nhng tiu chun quan trng nh gi knh phn phi
mc kim sot cc thnh vin ca knh. Nu s dng i l bn hng
trong knh phn phi th ny sinh vn kim sot. i l bn hng l
mt cskinh doanh c lp thng ch quan tm n vic nng cao li
nhun ca chnh n. Cc nhn vin ca i l c th tp trung vo nhng
khch hng mua nhiu nht, nhng khng nht thit l sn phm ca
nh sn xut . Ngoi ra, cc nhn vin ca i l c th khng nm
vng cc chi tit k thut v sn phm hay khng x l c hiu qu
cc ti liu qung co ca doanh nghip.
- Tiu chun thch nghiTrong mi knh phn phi cc thnh vin u cam kt vi nhau v
mt thi hn hot ng ca knh. Nhng nhng cam kt c th dnn tnh trng lm gim bt kh nng png ca ngi sn xut di
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vi mt th trng lun bin i. Trn nhng th trng thay i nhanh
chng, khng n nh hay sn phm khng chc chn, ngi sn xut
cn tm nhng cu trc knh v chnh sch m bo ti a kh nng
kim sot v iu chnh nhanh chng chin lc marketing.
II. Cc quyt nh qun tr knh phn phiSau khi la chn c knh phn phi ca mnh, doanh nghip
phi tin hnh vic qun tr hot ng ca knh mt cch c hiu qu.
Vic qun tr knh phn phi i hi phi tuyn chn, ng vin cc trung
gian v nh gi hot ng ca h qua thi gian.
1. La chn thnh vin knh phn phi
Mi ngi sn xut u c kh nng khc nhau trong vic thu ht
cc trung gian tiu chun cho knh phn phi chn ca mnh. Mt
s nh sn xut khng gp kh khn g trong vic tuyn chn trung gian
phn phi. Trong mt s trng hp,vic ha hn v kiu phn phi c
quyn hay chn lc cng thu ht c s ngi c nguyn vng tham
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gia vo knh phn phi.
Ngc li cng c nhiu nh sn xut phi kh khn lm mi tm
c s trung gian p ng tiu chun mong mun.
D d dng hay kh khn trong vic tuyn chn trung gian, nhng
ngi sn xut cng phi xc nh c cc trung gian tt phi c nhng
c im ni bt no. H c xu hng nh gi cc trung gian v thm
nin trong ngh, nhng mt hng h bn, mc li nhun v pht trin, kh
nng tr n, kh nng hp tc v uy tn.
2. ng vin thnh vin knh phn phi
Cc trung gian phn phi cn phi c khch l thng xuyn
h lm tt cng vic c giao. Cc iu khon m h chp thun khi
tham gia knh phn phi cng to ra mt sng vin no , nhng cn
c b sung thm vic hun luyn, gim st v khuyn khch. Nh sn
xut phi lun ngh rng mnh khng ch bn hng thng qua cc trung
gian, m cn bn hng cho cc trung gian na.
Phn ln cc nh sn xut u quan nim rng quan h vi cc trung
gian thc cht l vn tm kim s h p tc. H c th p dng chnh
sch c c rt v cy gy. H s s dng nhng ng lc thc y tch
cc nh mc li cao, nhng tha thun c bit, tin thng, bt gi v hp
tc qung co, trng by hng v t chc thi bn hng. i lc h li p
dng nhng kiu trng pht nh e da gim mc li nhun, giao hng
chm hoc chm dt quan h. Hn ch ca chnh sch ny l ngi snxut khng nghin cu y nhng vn , yu cu, im mnh v
im yu ca ngi trung gian.
Nhng doanh nghip khn kho hn th c gng to dng quan h
cng tc (partnership) lu di vi cc nh phn phi. Ngi sn xut xy
dng mt nim rt r rng v nhng g m h mong mun cc nh
phn phi v mt bao qut th trng, m bo mc d tr, trin khai
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marketing, cng tc k ton, t vn v dch v k thut, v thng tin th
trng. Ngi sn xut s la chn nhng ngi phn phi chp thun
nhng chnh sch v c ch th lao thch ng cho nhng ngi
thc hin tt cc chnh sch ca mnh. Lp k hoch phn phi l mt
cch quan h tin b nht vi cc trung gian. l vic xy dng mt h
thng marketing dc, c k hoch c qun tr theo ng chc nng v
kt hp c nhng nhu cu ca ngi sn xut ln ngi phn phi.
Ngi sn xut lp ra mt b phn hoch nh quan h vi trung gian
phn phi, cng vic ca n l xc nh cc nhu cu ca ngi phn phi
v xy dng nhng chng trnh bn hng gip nhng ngi phn phihot ng mc tt nht. B phn ny v nhng ngi phn phi cng
nhau d kin cc ch tiu bn hng, mc d tr, cc mt hng v k hoch
trng by hng, cc yu cu trong vic hun luyn bn hng, cc k hoch
qung co v khuyn mi. Mc tiu ch yu l bin cc nh phn phi t
cch ngh rng h lm n pha ngi mua (trong mt quan h i u
vi nh sn xut) chuyn sang cch ngh h lm n pha ngi bn vh cng l mt b phn trong h thng marketing dc tinh vi .
3. nh gi cc thnh vin ca knh phn phi
Ngi sn xut phi nh k nh gi hot ng ca nhng ngi
trung gian theo nhng tiu chun nh mc doanh st c, mc d tr
bnh qun, thi gian giao hng cho khch, x l hng h hng hoc mt
mt, mc hp tc trong cc chng trnh qung co v hun luyn cadoanh nghip, v nhng dch v ca ngi trung gian dnh cho khch
hng.
4. iu chnh cc sp t knh
Ty vo nh gi cc thnh vin knh, nh qun tr marketing c tha
ra quyt nh ly thm hoc loi bcc thnh vin knh , a ra phng n pht
trin mi cho vic vn hang tt c cc thtrng trng im.
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PHN II. LIN H THC T
Phn tch ni dung qun trknh phn phi ca cng ty URC Vit Nam vi
sn phm tr xanh C2
I. Gii thiu v URC Vit Nam1. Lch shnh thnh.
URC (Universal Robina Corporation) l mt tp on a quc gia ca
Philipines. Hot ng th trng v lnh thcc nc Chu bao gm:
Philipines, Malaysia, Indonesia, Trung Quc, Hng Kng, Singapore v Vit
Nam. Tp on URC hin c 14 nh my v 45 nh kho t 5.000 m
2
trlnphc v cho vic sn xut kinh doanh v cho ra i cc sn phm mi th
trng trong khu vc bao gm cc sn phm, nhn hiu truyn thng cho
n cc sn phm, nhn hiu mi c nghin cu v sn xut ring cho mi
th trng a phng. cc nc Thi Lan, Malaysia, Indonesia v Vit
Nam. URC t v tr hng u trong vic nm gi th phn i vi cc
nhm sn phm:
- Bnh: Bnh quy nhn kem, bnh quy gin, bnh xp, bnh scla- Ko: Ko bc h nhn scla, ko sa- Snack: Snack tm, snack scla, khoai ty chin- Nc gii kht: Tr xanh C2, tr tho mc Yin Yang, nc tng lc
Cng ty TNHH - URC Vit Nam chnh thc thnh lp vo thng
12/2003 vi nhng hot ng nhp khu ban u t Thi Lan nhm tm hiuv kho st thtrng Vit Nam. Cng ty chnh thc xy dng nh my v
sn xut sn phm ti khu cng nghip Vit Nam - Singapore, Thun An,
Bnh Dng t thng 08/2005 vi giy php kinh doanh c cc thnh phn
sau:
- Tn cng ty: CNG TY TRCH NHIM HU HN URC - VITNAM.
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- Tn giao dch: URC VIETNAM Co., Ltd.- Ngi i din: ng Dela Rosa Tristan Bello.- Chc v: Tng gim c.- Logo cng ty:- Tr st ti:
S 26 ng s
6, khu cng
nghip Vit Nam
- Singapore,
Thun An, BnhDng, Vit
Nam.
Hnh : Tr scng ty URC - Vit Nam.
2. Qu trnh pht trin ca cng ty.
Nhng nm u thm nhp vo th trng Vit Nam. Cng ty TNHH
URC - Vit Nam gp rt nhiu kh khn do phi tp trung nghin cu th
trng, h thng phn phi v h thng nhn vin cha n nh. Doanh thu
bn ra ch tp trung vo hng nhp khu. Hng nhp khu thng khng n
nh, gy rt nhiu kh khn cho vic pht trin cng ty.
Tnm 2006, cng ty chtrng mrng sn xut hng trong nc,
gim hng nhp khu. T thng 4/2006 sau thi gian nghin cu hnh vi tiu
dng ca ngi dn 2 thnh ph ln H Ni v H Ch Minh, cng ty quyt
nh tung sn phm tr xanh C2, ko Dynamite Bigbang, bnh quy nhn kem
CreamO v bnh Snack Funbite vo thtrng Vit Nam c th l 2 thnh
ph H Ni v HCh Minh, bc u mang li hiu qu cao cho cng
ty.
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II. Sn phm tr xanh C21. Gii thiu v sn phm.
Sn phm tr xanh C2.
Tr xanh C2"Mt Lnh v Thanh Khit": c ch bin t 100% Tr
Xanh Thi Nguyn t nhin. Vi hng v thanh thot v thm ngon nh
c cht lc k t nhng l tr ti non, thanh khit, tr xanh C2 cha hm
lng L-THEANINE v CATECHINS gip chng lo ha mang li s tnh
to v cm gic th gin sng khoi.
Tr xanh C2 c sn xut trn h thng my mc hin i, hot ng
trn dy chuyn sn xut hon ton tng v khp kn vi mt quy trnh
gim st v kim tra cht lng nghim ngt ca tng b phn. T, cng
ty URC Vit Nam cam kt lun m bo cho sn phm tr xanh C2 t
tiu chun tt nht v cht lng cng nh mc an ton v sinh thc
phm cho ngi dng. iu ny c minh chng qua vic nhn hng tr
xanh C2 vinh dc nhn gii vng thng hiu v an ton v sinh thc
phm do B Y T cp nm 2009.
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Dy chuyn sn xut sn phm tr xanh C2.
Hin nay, trn thtrng sn phm tr xanh C2 nhn c sng
h v yu thch tpha cc khch hng v ang trthnh mt trong nhngsn phm tr xanh hng u trn thtrng Vit Nam cng nh trong tm tr
ngi tiu dng. Ung tr xanh C2 khng ch l mt thi quen tt m cn th
hin mt phong cch sng hin i v lnh mnh.
Tr xanh C2 c 5 hng v khc nhau to cho khch hng s thoi mi
la chn cc hng v theo s thch ca mnh: tr xanh C2 hng chanh,
hng to, hng o, hng cam - mt lnh v thanh khit (cool & clean) -
dung tch 360ml v mi y nht l sn phm tr xanh C2 Cool hoa cc mt
ong v hng chanh dung tch 350ml.
Phn khc ca sn phm tr xanh C2 hng n i tng c nhn c
mc thu nhp trung bnh ch yu l thanh, thiu nin nng ng. Vi phn
khc ny th tr xanh C2 c mt lng khch hng rt ln.
Thtrng mc tiu ca sn phm tr xanh C2 l khu th, khu dn
c nh cc thnh ph ln H Ni, HCh Minh, Nng, Hi Phng, Cn
Th v cc trung tm th x, th trn Thtrng mc tiu ca sn phm
l tng i rng chnh v vy phi c mt h thng knh phn phi dy c
v chuyn nghip.
nh v sn phm: sn phm c nh v bng mc gi r so vi cc
mt hng tr xanh khc trn th trng v cu slogan mt lnh v thanh
khit (cool & clean).
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2. Tnh hnh sn xut, kinh doanh sn phm.
Hin nay sn phm tr xanh C2 c mt trn hu ht 64 tnh, thnh
trn cnc vi mc bao ph thtrng ln.
Tr xanh C2 c sn xut 2 nh my tnh Bnh Dng v thnhph H Ni trn dy chuyn cng ngh hin i vi cng sut 200 triu
lt/nm Bnh Dng v 140 triu lt/nm H Ni.
Bng 2.2. DOANH THU CA SN PHM TR XANH C2 TRN
CNC QUA CC NM 2008 - 2/2011
VT: triu ng
Giai on Knh s,l
Knh siuth
Knh trnghc
Tng
2008- 2/2009 1.184.065 651.231 138.141 1.973.427
2/2009-2/2010 1.572.898 906.411 186.651 2.665.929
2/2010-2/2011 1.917.547 1.037.362 188.611 3.143.520
(Ngun: Phng ti chnh kton)
T bng tng kt doanh thu ca sn phm tr xanh C2 qua cc loihnh knh phn phi trong giai on tnm 2008 n u nm 2011 trn c
nc ta thy:
knh phn phi s, l v siu thc doanh thu tng ng k. Knh
phn phi s ltrong giai on ny tng khong 62%. Knh phn phi siu
thcng tng khong 60%. Knh phn phi cho cc im trng hc tng
mc 37%, nhng giai on 2010/2009 mc tng ch khong 1%.Doanh thu cc knh phn phi u tng trng nhng cha ng u.
Knh s, l v siu thtng trng cao v tng i n nh cn knh trng
hc th mc tng trng cn qu thp c nm hu nh khng tng trng.
Doanh thu c h thng trong giai on ny tng trng khong 60%.
III. Hot ng phn phi tr xanh C21. Mc tiu knh phn phi.
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L sn phm tiu dng nhanh dnh cho i tng khch hng l c
nhn c bit l gii trnn cng ty t ra mc tiu hot ng cho knh
phn phi sn phm tr xanh C2 nh sau:
- Tng mc bao ph th trng. Sn phm tr xanh C2 phi c mt mi a im cng cng, khu vui chi, cc ca hng bn l... trn a bn
ton thnh ph c khu vc ni v ngoi thnh.
- Gim thiu ti a chi ph. Vic vn chuyn hng ha gia cng ty v ccnh phn phi phi c phi hp, lin kt cht ch vi cng ty vn
chuyn trung gian tit kim chi ph vn chuyn nhng vn m bo
thi gian vn chuyn, lu thng hng ha l nhanh nht.
- T chc mt h thng phn phi ngy cng hin i v pht trin hthng phn phi c thm chuyn nghip phc v cho hot ng phn
phi thm hiu qu.
- Kch thch tiu th sn phm t cc trung gian phn phi qua h thngphn phi.
- o to i ng nhn vin tng knng, nghip v bn hng v qun lnhn s trong hot ng phn phi.
- Nng cao hiu qu v to s khc bit v knh phn phi vi cc i thkhc v i vo tim thc ca khch hng khch hng la chn sn
phm tr xanh C2.
- To mi quan h ngy cng thn thit, gn b cht ch vi cc trung gianphn phi trong h thng phn phi.
- H tr, to iu kin cho cc trung gian phn phi cng hp tc, cngpht trin.
2. Cu trc knh phn phi sn phm tr xanh C2.Tr xanh C2 l sn phm tiu dng c nhn tng mc bao ph
thtrng thnh ph H Ch Minh th cng ty URCVit Nam t chc
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knh phn phi gin tip cho sn phm ny qua cc nh trung gian l: nh
phn phi, i l, cc c sbn l.
Cc thnh vin trong knh to thnh mt cu trc knh phn phi dc
bao gm nh sn xut, h thng nh phn phi.
Cu trc knh phn phi sn phm tr xanh C2.
- Nh phn phi: l nhng thnh vin chu trch nhim nhn sn phm tnh sn xut phn phn phi cho cc h thng s v l theo tng vng
k kt vi nh sn xut. Bao gm nh phn phi cho h thng i l (knh
s) v h thng im bn l (knh l), nh phn phi siu th v nh phn
phi cho cc im trng hc. Nh phn phi ch kinh doanh cc mt hng
ca cng ty URCVit Nam cung cp v khng c bn l sn phm.
- H thng siu th: l cc h thng siu th trn ton thnh phc nhphng t nh phn phi siu th ring bit. Bao gm h thng siu th BicC,
Si Gn Co.op Mart, Metro, Maximark, Vinatex, Citimart, Vn Lang, Lotte,
Nhn Vn v cc siu th nh khc.
Khch
hng
Nh phnphi s l
Nh phn phisiu th
Nh phn phicc imtrng hc
i l
im bn l
H thngsiu th
Cc im bnltrnghc
Nh
sn
xut
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- Cc im ltrng hc: l cc ca hng bn ltrong trng hc, hnhp hng trc tip t cc nh phn phi cho khu vc trng hc.
- im bn l: bao gm cc ca hng bn l, nh hng, qun caf, qunn, tp ha. H nhp hng trc tip t nh phn phi qua h thng phn phi
l hoc qua cc i l phn phi.
3. La chn thnh vin knh v tnh hnh hot ng ca ccthnh vin
a. Knh phn phi sv l: l h thng knh phn phi truyn thng ca
sn phm. Bao gm nh phn phi s, l, i l v im bn l.
Nh phn phi c nh sn xut tuyn chn trn cc tiu tiu ch v
ti chnh, khnng pht trin v trnh qun l nhn s. Nh phn phi
hp tc vi nh sn xut thng qua hp ng kinh t.
khu vc thnh ph HCh Minh, giai on 20082/2009 c 12 nh
phn phi, giai on 2/20092/2010 c 14 nh phn phi, giai on 2/2010
2/2011 c 16 nh phn phi.
Hng ha t nh sn xut n nh phn phi c phn phi qua 2 hthng. H thng knh s v h thng knh l. Giai on nm 2008 2/2009
knh s phn phi 20% - 25% trn tng lng hng t nh sn xut n nh
phn phi, lng hng cn li phn phi qua knh l. Giai on 2/2009
2/2010 knh s chim 35% trn tng lng hng. Giai on 2/20102/2011
knh s chim 38% - 40% trn tng lng hng. T lny c nh sn xut
quy nh.Nh phn phi c hng chit khu thng mi t nh sn xut trn
gi bn sn phm. Giai on 20082/2009 nh phn phi c hng 10%
trn gi bn sn phm, giai on 2/20092/2010 l 9%, giai on 2/2010
8/2010 l 8%, giai on 8/20102/2011 l 7,5%.
Doanh thu ca h thng ny qua cc giai on: Nm 2008 2/2009
doanh st 12 tng/thng/ton h thng, 2/20092/2010 doanh st14 t ng/thng/ton h thng, 2/2010 8/2010 doanh s t 19 t
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ng/thng/ton h thng, 2/2010 8/2010 doanh s t 21 t
ng/thng/ton h thng.
Nh phn phi phi m bo d tr ti thiu bng 40% tng lng
hng bn trong thng cho thng sau.
- H thng knh l: Giai on 20082/2009 c 16250 im bn l,giai on 2/2009 2/2010 c 29470 im, giai on 2/2010 2/2011 c
40200 im. Cc im bn l bao gm ca hng bn l, tp ha, nh hng,
qun caf, qun n bao nm trn cc trc ng ln bao ph ton thnh ph.
Sn phm c nhn vin ca nh phn phi a n cc im bn l. Nhn
vin phn phi ca nh phn phi c hng 2% trn tng lng hng bn
c cng ty quy nh, hay cn gi l hoa hng cho nhn vin mc thng
ny khng thay i trong giai on tnm 2008 n nay. Ti cc im bn
l sn phm c a n tay ngi tiu dng cui cng. Cc im bn l
khng c bn sn phm cao hn mc gi nh phn phi bn 20%.
Sn phm tr xanh C2 cc im bn l.
- H thng knh s: Giai on 2008 2/2009 c 720 i l, giai on2/20092/2010 c 865 i l, giai on 2/20102/2011 c 1150 i l.
Cc i l nhn hng trc tip t nhn vin bn hng ca cng ty thng
qua nh phn phi. Nhn vin bn hng ca cng ty c nhn hoa hng
t nh phn phi, nm 2008 2/2009 c hng 1% trn doanh s bn,
2/20092/2010 c hng 0,64% trn doanh s bn, 2/20102/2011
c hng thnh 2 mc: mc u 5 triu ng nu t 75% ch tiu
thng, thng mc hai 0,64% doanh sbn khi vt ch tiu thng tnh t
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75%. Sn phm ti l va bn trc tip cho khch hng va bn cho
cc im bn l. i l c hng chit khu thng mi trn gi bn
sn phm t nh phn phi. Giai on 20082/2009 i l c hng
4,5% trn gi bn sn phm, giai on 2/20092/2010 l 4%, giai on
2/20108/2010 l 3,7% v giai on 8/20102/2011 l 2,7%. Gi bn
l ca i l phi ln hn gi bn cho cc im bn l ti thiu 10%. Gi
bn cho cc im bn lgiao ng trong khong gi nhp t nh phn
phi n khng qu 10%.
Bng 2.3. S LIU PHN BHNG HA, NHN VIN V BAO
PH CA KNH PHN PHI S, L.
Thi
gian
S nh phn
phi
Qun l Nhn
vin bn
hng
(ngi/n
h phn
phi)
bao
ph
(im
bn)
Lng
hng
bn
theo
doanh
thu (%
snphm/
nh
phn
phi)
Gim
c bn
hng
(ngi/h
thng)
Qun
l mi
v
(ASM)
(ngi/h
thng)
Gim
st bn
hng
(ngi/
hthng)
2008-
2/2009
12 S 1 1 1 6 720 20%-
25%
L 1 1 12 5 16250 75%-
80%2/2009
-
2/2010
14 S 1 1 1 8 865 35%
L 1 2 18 10 29470 65%
2/2010
-
2/2011
16 S 1 1 1 10 1150 38%-
40%
L 2 4 22 12 40200 60%-
62%
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(ngun: phng marketing)
b. Knh phn phi siu th: l h thng knh phn phi hin i ca sn
phm. Bao gm nh phn phi siu th v cc h thng siu th. H thng
ny hot ng da trn hp ng c k kt gia nh phn phi siu th v
cc h thng siu th.
Hin nay c 3 nh phn phi cho h thng siu th. Phn phi cho 8 h
thng siu th ln gm 56 siu th v 73 siu th va v nh. Nh phn phi
c hng chit khu 6% trn gi bn. Theo cc siu h thng siu th
ln sc hng chit khu thng mi cao hn, h thng siu th Co.op
Mart, BigC, Metro, Maximark, Citimart, Lotte c hng 3,5% trn gibn sn phm t nh phn phi. Cc siu th nh sc hng mc chit
khu ti a 3% trn gi bn. Cc h thng siu th phi d tr bt buc bng
50% tng s hng bn ra trong thng cho thng sau. Nh phn phi siu
phi lng hng n tng siu th qua trung gian vn chuyn. Doanh thu
trung bnh nm 2010 t 15,7 tng/thng. Gi bn c th chnh lch ti
a 3%. Nhn vin bn hng trc thuc qun l ca nh sn xut, y nhnvin bn hng thc cht l cc giao dch vin.
Doanh thu trung bnh nm 2010 t 13,7 tng/thng/h thng.
Ngoi ra sn phm c nh sn xut tr ph trng by sn phm
trong cc gian hng trong siu th. Ph ny ty thuc vo hp ng k kt
gia nh phn phi vi h thng siu th.
Sn phm tr xanh C2 siu th.
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c. Knh phn phi cc im trng hc: l h thng knh phn phi
chuyn phn phi trc tip cho cc a im trong khu vc trng hc nh
cntin. Cc im ny c nhn mc gi u i ca nh sn xut h gi
thnh sn phm cung cp cho hc sinhsinh vin.
Nh phn phi c hng chit khu thng mi nm 2008 2/2010
l 7,5% trn gi bn v giai on 2/2010 2/2011 l 7% trn gi bn sn
phm. Gi bn lkhng cao hn gi nh phn phi bn 3%. Nh phn phi
t chc nhn vin phn phi n tng im trong khu vc trng hc mnh
c m nhim.
Nm 2008 2/2009 do mt nh phn phi m nhim vi khu vc nithnh (qun 1, 3, 5, 10, Bnh Thnh, Tn Bnh) vi khong 300 im t
doanh thu 900 triu ng/thng.
Thng 2/2009 2/2011 tng thm mt nh phn phi m nhim 2
khu vc v ch yu tp trung vo cc trng hc ln. Khu vc 1: qun 1, 3,
5, 7, 8, 10, Bnh Thnh, Tn Bnh v khu vc 2: Qun 9, Thc v khu
vc ng Nai. n ht thng 2/2010 sim tng ln khong 500 im tdoanh thu 1,5 tng/thng/h thng. V n thng 2/2011 sim l 720
im t doanh thu 3 tng/thng/h thng.
4. Quy trnh t hng. tng knh phn phi c cc gim c bn hng v qun l mi v
chia ra tng khu vc qun l ln k hoch bn hng tng ngy. Nu
c thay i v gi sn phm th cc trung gian phn phi c thng bo tnh sn xut trc ti thiu mt tun.
a. Nh phn phi:t hng trc tip qun l mi v hoc trc tip qua
gim c bn hng nhn hng. Thanh ton qua hnh thc chuyn khon.
Giao nhn hng trc tip ti kho ca nh phn phi do cng ty vn chuyn
trung gian VINACO trong vng 48 gi tnh t lc t hng. Gim c bn
hng s chuyn thng tin v slng, quy m l hng, a im giao nhn
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cho cng ty VINACO sp xp vn chuyn hng trong thi gian ngn nht,
tit kim nht.
b. i l phn phi: t hng qua nhn vin bn hng knh s ca cng
ty. Nhn vin bn hng c m nhim theo tng khu vc c trch nhim
nhn n t hng ti l v chuyn v nh phn phi qun l khu vc .
Hng c giao nhn ti i l trong vng 24 gi khng tnh ngy ngh.
Thanh ton qua chuyn khon hoc tin mt.
c. a im bn l:t hng qua nhn vin bn hng knh l ca nh
phn phi hoc qua i l phn phi. Nhn vin bn hng c m nhim
theo tng khu vc c trch nhim nhn n t hng t im bn l vchuyn v nh phn phi ca mnh. Nhn vin bn hng ca nh phn phi
chc hot ng trong khu vc qun, huyn m nh phn phi c giao
qun l. Hng c giao nhn ti i l trong vng 24 gikhng tnh ngy
ngh. Thanh ton qua chuyn khon hoc tin mt.
d. H thng siu th: gim c hay qun l siu th t hng qua nh
phn phi. Giao nhn hng tn siu th hoc kho ca siu th trong vng 24gi. Thanh ton qua chuyn khon.
e. H thng bn lkhu vc trng hc: t hng qua nhn vin bn
hng ca nh phn phi. Giao nhn hng tn ni bng tin mt hoc chuyn
khon trong vng 24 gi.
5. Qun l hot ng ca knh phn phi.
Trong mi knh phn phi s, l, siu thv cc im trng hc uc qun l bi gim c bn hng, qun l mi v v cc gim st bn
hng. iu ny trnh sy ra tnh trng mu thun gia cc trung gian phn
phi do hot ng cnh tranh v gi c sn phm v tranh chp khu vc qun
l.
V qun l ca knh phn phi s, l c trnh by bng pha trn.
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Knh phn phi siu thc qun l bi mt gim c bn hng, mt
qun l mi v v mt gim st bn hng trong giai on 2008 - 2/2010 n
giai on 2/2010 tri s qun l mi v l 2 v 4 gim st bn hng.
Knh phn phi cho cc im trng hc c qun l bi mt gim c
bn hng, mt qun l mi v v 2 gim st bn hng.
6. Cc chnh sch h trhot ng phn phi.
Ngoi phn chit khu thng mi dnh cho nh phn phi, i l,
siu thv thng cho cc nhn vin bn hng th cng ty cn c cc chnh
sch h tr, kch thch hot ng phn phi khc:
a. Qung co:cng ty u t qung co hp dn trn cc knh truyn
hnh qung b ca i truyn hnh Vit Nam chiu vo cc khung git 18
gin 22 gihng ngy, cc knh truyn hnh trn h thng truyn hnh
cp ca SCTV, HTV. u t vo cc b phim Vit ca HTV sn xut c s
dng sn phm ca cng ty URC - Vit Nam trong c sn phm tr xanh
C2. V knh qung co trn internet cng c ch trng pht trin nh
trang web: http://c2life.com.vn/
b. H tr trng by sn phm: Ticc i l, cc im bn l v cc
im bn lkhu vc trng hc cng ty h trcc k, t trng by. Ti
siu th cng ty thu nhng gian hng c vtr p, va tm mt, d quan st.
c. Htrdng thsn phm: khi sn phm mi ra mt tip xc vi
ngi tiu dng cng ty t chc dng th sn phm cc a im cng
cng nh cng vin, siu th, trng hc...d. Htrvn:i vi doanh nghip, ca hng kinh doanh nh khng c
tim lc ti chnh c cng ty hay nh phn phi cho nhp hng u thng
nhng thu tin vo cui thng hoc cho vay vn qua qu tn dng ca cng
ty.
e. Htrvn chuyn: cng ty cho cc nh phn phi, i l mua tr gp
xe ti phc v vn chuyn hng ha.
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IV. NHN XT V HOT NG PHN PHI SN PHM TRXANH C2.
1. u im.C s qun l cht ch ca hot ng phn phi nn khng xy ra tnh
trng tranh ginh khch hng trung gian ca cc nh phn phi v cc i l
phn phi.
Tr xanh C2 l sn phm tiu dng c nhn nhng cu trc knh ch
c 4 n 5 cp, tng i ngn nn vn kim sot thtrng ca nh sn
xut c n nh. Gi cc bn theo mc gi nh sn sn xut quy nh,
tnh trng mt n nh v gi c sy ra nhng vn mc thp. Trng by snphm c thc hin nghim tc, ng vi cc hp ng k kt.
S dng cng ty vn chuyn trung gian t nh sn xut n nh phn
phi nn hng ha c lu thng nhanh chng v tit kim chi tiu.
Thc y s hp tc lu di ca cc trung gian nhcc chnh sch h
trnh chit khu thng mi cao cho nh phn phi, i l, siu th v h
trtrong cng tc vn chuyn, vn ca cc trung gian phn phi.Nhn vin bn hng hot ng c hiu qu v lm vic vi cng sut
cao do c mc lng v thng rt hp dn.
Sn phm c d tr ln nn trnh c tnh trng khan him trong
nhng giai on tiu dng nhanh v nhiu nh ma h.
2. Nhc im.
Tnh trng gi sn phm tr xanh C2 c bn cao hn gi bn l canh sn xut quy nh cc im bn l khng trc thuc nh phn phi v
cc im bn hng rong v l do bao ph ca sn sn phm cn hn ch
v cc im bn l qu nhkhng p ng c cc tiu chun ca nh phn
phi hay i l bn hng.
Gi bn ny cao hn gi bn l ti cc im bn lkhc nh siu th,
ca hng, i l chnh ca nh sn xut lm cho khch hng cm thy sn
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phm khng ng tin cy vthng hiu v cht lng khi mc chnh lch
sn phm tng i cao khong trn 50% so vi gi bn l nh sn xut quy
nh.
Cc trng hp gi bn cao hn gi quy nh cng mt phn do cc
im bn l ca nh sn xut t tng gi bn nhng cc qun l v gim st
cha nm bt v kim sot c nn tnh trng ny vn tip din.
Gi bn c s chnh lch cao nh hng trc tip n uy tn ca
nh sn xut, lm mt lng tin i vi khch hng v kt qu kinh doanh
khng nhng ca nh sn xut m c cc thnh vin trong knh phn phi
sn phm cng bnh hng.Vy i hi phi c gii php n nh gi c sn phm trn thtrng
nhng khng nh hng bt li n nh sn xut, cc i tc kinh doanh v
c bit l khch hng.
3. Gii php
- N lc hon thin v pht trin s chuyn mn ha hot ng phn phi
sn phm tr xanh C2 v cc sn phm khc ca cng ty URC - Vit
Nam.
- To mi lin kt cht ch, hp tc pht trin lu di gia nh sn xut vi
khch hng trung gian.
- Mrng h thng phn phi v mc bao ph thtrng.- Tng cng u t ti chnh pht trin cng ty.- Xy dng h thng phn phi tiu chun cht lng c sc cnh tranh vi
cc tp on v cng ty ln khc.
- Khng nh cht lng sn phm, s uy tn, trch nhim v thng hiu
ca cng ty .
- Ct gim cc chuyn vn ti nh t nh sn xut n cc siu th m
chuyn hng vi slng ln n kho ca nh phn phi ct gim chi ph
thu cng ty vn chuyn.
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KT LUN
Phn ln nhng ngi sn xut u cung cp sn phm ca mnh
cho th trng thng qua cc trung gian phn phi. Knh phn phi l
tp hp nhng c nhn hay nhng c s kinh doanh ph thuc ln
nhau trong qu trnh to ra v chuyn sn phm hay dch v t ngi
sn xut n ngi tiu dng. Knh phn phi c vai tr rt quan
trng gip cc doanh nghip gii quyt kh khn v ti chnh v nhn
s, y nhanh tc tiu th sn phm, gim bt u mi giao dch.
Thng qua vic thc thi cc chc nng thng tin, cng, tip xc, cn
i, thng lng, phn phi vt phm, ti tr v chia s ri ro, lpc khong cch v thi gian, khng gian v quyn shu ca ngi
tiu dng i vi cc sn phm v dch v.
Qua cc v d nu trn, chng ta phn no c th hiu r hn v
knh phn phi cng nh qun tr knh phn phi trn thc t.
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BIN BN THO LUN
Ln th1
1. Thi gian a imThi gian: 9h ngy 24 thng 10 nm 2011
a im: H1
2. Cc thnh vin tham gia8 thnh vin
Thnh vin L Vn Lun vng mt
3. Ni dung cng vic- Ph bin ni dung ti tho lun- Cu hi ca nhm trng: Nhm s tho lun v sn phm g
+ Trnh Th Phng Mai a ra kin: Sn phm Ipad ca cng ty
Apple, sn phm Samsung Galaxy ca cng ty Samsung
+ Trnh Vn Thin Long a ra kin: sn phm LifeBuoy ca cng ti
Unilever
+ Nguyn Th M Linh a ra kin: sn phm C2 ca cng ty URCVit Nam
- C nhm ly kin tp tha ra quyt nh la chn sn phm tr xanhC2 lm ti tho lun
- Phn cng cng vic cho tng thnh vin v nghin cu v sn phm trxanh C2
Nhm trng Th k
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BIN BN THO LUN
Ln th2
1. Thi gian a imThi gian: 9h ngy 31 thng 10 nm 2011
a im: H1
2. Cc thnh vin tham gia9 thnh vin
3. Ni dung cng vic- Tng kt cc ni dung c phn cng bui tho lun trc- Phn cng chi tit cc mng trong bi tho lun cho tng thnh vin:
+ L thuyt (Nguyn Th M Linh)
+ Cc knh phn phi ca C2 (truyn thng, hin i) (Phan Thy Linh)
+ La chn thnh vin knh (C2 la chn thnh vin ca knh phn phi
theo tiu chun g, cc i l ca C2 trn ton quc ...) (L Th Loan )
+ ng vin thnh vin knh (C2 lm cch no kch thch s hp tc ca
cc thnh vin trong knh v d nh tin thng, kch thch mc li
cao...) (Trnh Vn Thin Long + Ng Hong Long)
+ nh gi thnh vin knh (nh gi hiu qu ca knh phn phi ca
C2 . V d: doanh s, tn kho...) (Trnh Th Phng Mai + V Khc Nht
Minh)
+ iu chnh cc sp t knh (chin lc i vi knh phn phi C2
trong tng lai v d nh m rng knh , loi b thnh vin hot ng
km...) (L Mai Ly)
Nhm trng Th k
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BIN BN THO LUN
Ln th3
1. Thi gian a imThi gian: 9h ngy 7 thng 11 nm 2011
a im: H1
2. Cc thnh vin tham gia9 thnh vin
3. Ni dung cng vic- Tng kt cng vic c giao- Vit bo co tho lun- Phn cng thuyt trnh v lm Slide
+ Lm Side: Nguyn Th M Linh
+ Thuyt trnh: L Th Loan
+ Bn word: Phan Thy Linh
Nhm trng Th k