huong dan marketing xk tcmn vietnamese 2 0645

Hng dn Marketing Xut khu cho cc Doanh nghip xut khu TCMN ti Vit Nam

PHT TRIN TH TRNG QUC T I VI MT HNG QU TNG V TRANG TR NI THT

Hng dn marketing xut khu cho cc nh xut khu th cng m ngh Vit Nam

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Ti liu thuc bn quyn: VIETRADE/ITC/WTO/UNCTAD

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Mc lcTrang Li m u 1 1.1 1.2 1.3 2 3 3.1 3.2 3.3 3.4 4 5 5.1 5.2 5.3 5.4 6 6.1 6.2 6.3 6.4 6.5 Bn sn sng xut khu cha? Phn tch th trng (Phn tch bn ngoi) Phn tch cng ty (Phn tch bn trong) Phn tch SWOT Chin lc thm nhp th trng Chun b cho mt s hin din chuyn nghip Ti liu marketing Chuyn nghip ha i ng nhn vin v cch thc lin lc Chuyn nghip ha cc hot ng ca cng ty Hiu cc yu cu th trng tng hiu qu s hin din Chun b cc sn phm xut khu D tnh chi ph, nh gi v lp ha n khi xut khu D tnh chi ph v nh gi xut khu Bo gi v Ha n chiu l Cc iu khon bn hng Phng thc thanh ton Tham gia hi ch thng mi La chn hi ch thng mi ph hp Tham gia hi ch thng mi Chi ph tham gia hi ch Ti trin lm thng mi Sau trin lm thng mi 3 4 4 9 11 12 14 15 19 21 23 24 28 28 31 32 34 38 39 40 41 43 44 3


7 8 9

Chng t xut khu v chng t gi hng Gii quyt tranh chp Ph lc

45 47 48

Li m uVit Nam l mt vng t ca rt nhiu hng th cng m ngh 1 c gi tr, c to nn t bn tay, khi c v c tm lng ca cc ngh nhn. Cc mt hng th cng m ngh tinh t ca Vit Nam c mt hn 120 nc v mt s sn phm nh gm s, sn mi, g, hng my tre, dt may, thu ang c nhiu nc a dng lm trang tr ni tht v qu tng. Trong nhng nm gn y, xut khu hng th cng m ngh ca Vit Nam t c nhng thnh cng ng k. c tnh kim ngch xut khu hng th cng m ngh t 600 triu USD mt nm, gp phn to cng n vic lm cho khong 1,35 t dn. Tuy nhin, nu so snh vi lng tiu th hng ni tht v qu tng trn th gii, con s trn ch chim cha n 1% dung lng th trng. V th, hng th cng m ngh Vit Nam vn cn rt nhiu tim nng v trin vng pht trin. Chng ti hy vng cun Hng dn marketing xut khu ny s l cm nang hu ch, cung cp cc thng tin chi tit v thc t cho cc nh xut khu hng th cng m ngh Vit Nam. Ni dung ca cun hng dn ph hp vi c doanh nghip ang xut khu v c doanh nghip c tim nng xut khu, gip h thm nhp th trng thnh cng v ng vng trn trn th trng quc t trong bi cnh cnh tranh ton cu. Chng ti xin chn thnh cm n s ng gp kin v h tr ca mt s c nhn, c bit l nhm d n ca Cc Xc tin Thng mi (VIETRADE) v Trung tm Thng mi Quc t (ITC) ti H Ni v Geneva.

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Cc mt hng th cng m ngh c cp trong cun Hng dn c lit k chi tit trong ph lc s 1

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Nhm son tho ti liu gm c: Trung tm nghin cu v pht trin lng ngh, H Ni, Vit Nam (www.hrpc.com.vn) IDC Cc chuyn gia t vn pht trin quc t, Aachen, Germany (www.idc-aachen.de)

Bn quyn Ti liu c bin son nhm mc ch h tr cc nh sn xut, xut khu v cc t chc h tr kinh doanh hng th cng m ngh ti Vit Nam. V th, ti liu ny s khng c bn li di hnh thc cc dch v t vn v v cc mc ch thng mi khc. tn dng ngun thng tin ny trn c s phi thng mi, ngun thng tin s c ghi l VIETRADE. Tt c cc hnh thc s dng khc u b cm, tr khi c s cho php bng vn bn ca VIETRADE.

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1 1.1

Bn sn sng xut khu cha?Phn tch th trng (Phn tch bn ngoi)

xc nh liu cng ty sn sng xut khu hay cha, u tin hy nh gi th trng, xc nh cc c hi t la chn nhng th trng ph hp nht. T , nh gi kh nng tn dng cc c hi xc nh thng qua cc phn tch v th trng ca doanh nghip. C rt nhiu th trng ha hn cho cc mt hng th cng m ngh Vit Nam v v th bn s gp mt vi kh khn trong vic quyt nh nn tp trung vo th trng no. Nhn chung, bn c th thc hin tng bc cch tip cn sau: Bc 1: nh hnh cc th trng tim nng Thu thp cc s liu thng k thng mi v nhp khu hng th cng m ngh nhiu nc v s liu xut khu ca Vit Nam. Tng cc Thng k Vit Nam (a ch s 1A Hong Vn Th, H Ni) l a im tt nht bn c th tm c ngun thng tin ny, thm ch ngay c nhng thng tin v cc sn phm ca ring bn (tra cu m sn phm theo H thng hi ha HS). Mt s thng tin tng hp v nhng th trng xut khu ln khc c trong Ph lc s 2. Xc nh 5 n 10 th trng ln v ang pht trin i vi sn phm ca bn. Xem xt cc th trng ny trong khong thi gian t 3 n 5 nm tr li y. Xc nh mt vi th trng nh hn nhng tng trng nhanh v c th c nhng c hi tt. Nu th trng ch mi hnh thnh, c th bn s c t i th cnh tranh hn cc th trng c. Xc nh ba n nm th trng tim nng nh gi su hn. C th tham vn cc chuyn gia, Cc Xc tin Thng mi (VIETRADE) v nhng ngi khc gip xc nh cc th trng mc tiu.

Bc 2: nh gi cc th trng mc tiu Xc nh cc nh nhp khu, ngi bn bun v cc bn lin quan quan trng khc trn th 6


trng. T lm quen vi cc knh phn phi v tp qun thng mi. Xc nh cc phn on th trng ca ngi s dng (theo tiu ch a l, s thch ca ngi tiu dng, gi c/ cht lng). Ai s mun mua hng ha ca bn v v sao? Li sng ca h l g, h sng u, loi sn phm no h thng mua? Xc nh mc gi v xu hng th trng i vi cc sn phm ca cng ty bn cng nh cc sn phm lin quan. Tm hiu k cc ngun cung hin ti, c bit l th trng cc nc xut khu chnh m cng ty ang cnh tranh. Kim tra cc ro cn thm nhp th trng (thu quan hoc phi thu quan) ca quc gia i vi hng nhp khu. Xc nh cc bin php u tin m chnh ph Vit Nam p dng xc tin xut khu sn phm ca bn sang nhng th trng ny. Xc nh cc chi ph vn chuyn t cng chnh n cc th trng mc tiu.

Cng ty c th tin hnh nghin cu th trng bng cc ngun thng tin s cp hoc th cp. Khi tin hnh nghin cu th cp (nghin cu ti bn), cng ty c th thu thp thng tin t cc ngun tng hp nh cc s liu thng k thng mi ca mt quc gia hoc mt sn phm. V tin hnh nghin cu th cp t tn km hn v c th gip cng ty thc hin tp trung cc hot ng marketing nn hu ht cc doanh nghip nh u bt u vic nghin cu th trng bng cch s dng cc thng tin th cp. Mc d cc ngun d liu th cp rt quan trng cho cng vic nghin cu th trng nhng chng cng c nhng hn ch nht nh nh hu ht cc s liu thng k u cch thi im hin ti hn hai nm, cc s liu phn tch v sn phm qu chung chung, nn mc hu ch cho doanh nghip vn cha cao Cc ngun d liu th cp ph bin cho vic nghin cu th trng bao gm: Danh sch website cc hip hi thng mi, tham kho Ph lc 3. Thng qua cc hip hi ngnh hng, bn s tm hiu c thng tin v s liu thng k ca cc th trng, tin tc cp nht cc ngnh v kin phn tch ca cc chuyn gia, danh sch trin lm thng mi, nh nhp khu. Tham kho website ca Tng cc Hi quan Vit Nam (GSO) hoc cc vn phng thng k quc gia khc ti Ph lc 4. Lu rng, c th tm kim thng tin hiu qu t cc vn phng thng k, bn cn bit r m sn phm ca bn theo H thng hi ha thu quan 7


(HS). Cc tp ch v bo thng mi c nhng ch dn tng i y v nhng sn phm hp thi (nh Tableware International, mt tp ch hng u v by trn bn v qu tng quc t). Tham kho website ca cc loi bo ch ny trong Ph lc 5. Cc loi sch v lnh vc trang tr ni tht v th cng m ngh. C th tm cc loi sch ny trong th vin ca Trung tm nghin cu v pht trin lng ngh Vit Nam (www.hrpc.com.vn) hoc bn c th mua ti cc hiu sch ti H Ni v Thnh ph H Ch Minh. Ngoi ra, bn c th t mua cc cun sch ny qua cc website nh www.amazon.com, www.barnes&noble.com... Cc t chc nghin cu quc t nh Euromonitor (www.euromonitor.com), KeyNote, Datamonitor (www.datamonitor.com) v Mintel (www.mintel.com)... l ngun cung cp rt nhiu thng tin v th trng, th hiu tiu dng Bn c th tm kim cc bo co nghin cu th trng (phn on th trng, tnh hnh tiu th, i th cnh tranh, yu cu thm nhp th trng), xu hng th trng, cc s liu thng k t cc t chc thng mi nh VIETRADE, T chc xc tin thng mi Nht Bn JETRO, Trung tm xc tin nhp khu t cc nc ang pht trin CBI H Lan, Trung tm Thng mi quc t ITC, Cc phng thng mi v Cng nghip a ch website cc t chc ny c ti Ph lc 6. Cc trang web v trin lm thng mi theo ngnh cung cp nhng thng tin ng tin cy v xu hng mi v thng c c thng tin lin h y ca nhng cng ty hng u trn th trng. Tham kho a ch website ti Ph lc 7. Bn cng c th tm hiu xu hng mu sc mi qua website ca cc cng ty nghin cu xu hng quc t v cc cng ty thi trang ln. Ni chung, vic tm kim thng tin trn website ca cc nh nhp khu ln trn th trng mc tiu c th lm tng ng k vn hiu bit ca bn v danh mc hng ha, thit k, gi c trn th trng mc tiu y. C th tm kim thng tin v xu hng mu sc trn th trng EU, Nht Bn v M trong tp ch Trend Forecast ca CBI (www.cbi.nl), T chc Xc tin nhp khu Thy in SIPPO (www.sippo.ch), Hip hi thi trang Nht Bn (www.japanfashion.or.jp) v Trend Curves (www.trendcurve.com).

Nu bn mua cc bo co nghin cu th trng c th s tn km rt nhiu tin bc. gim thiu chi ph, bn c th tm kim nhng thng tin tng t trn Internet. Internet l mt trong 8


nhng cch thun li nht mt nh xut khu c th tm kim cc thng tin v th trng. Bn c th tm c rt nhiu thng tin bng cch s dng cc cng c tm kim nh Google (www.google.com) v Yahoo (www.yahoo.com). Cc cng c tm kim froogle v catalogues ca Google thc s hu ch nu bn s dng tm kim thng tin v thit k v nh gi sn phm. Froogle c th hin th nh v gi c sn phm. catalogues l mt danh b gm hn 6000 danh mc sn phm km theo nh v thng tin v gi c (htttp://froogle.google.com; http://catalogues.google.com). tin hnh nghin cu s cp (nghin cu thc a), cng ty c th thu thp d liu trc tip v th trng nc ngoi thng qua cc hot ng nh phng vn, tham quan ca hng, trin lm thng mi, v cc mi lin h trc tip khc vi cc vn phng i din v ngi mua hng tim nng. Nghin cu th trng s cp c li th l p ng c nhu cu ca cng ty v c c cu tr li cho tng cu hi c th. Bn c th tm kim nhng thng tin cn thiu sau khi nghin cu ti bn v bn c th nhn bit c cm nhn ca ngi khc v cng ty, t nc v sn phm ca bn. Thm ch nu cc s liu thng k cho thy th trng ang tng trng, nghin cu thc a cng rt quan trng bn a ra quyt nh cui cng nn hay khng nn tip cn th trng v lm cch no C th tin hnh nghin cu thc a sau nghin cu ti bn xc nhn cc kt qu ca nghin cu ti bn v b sung cc thng tin cn thiu. Cc ngun nghin cu thc a ph bin bao gm: Gp g cc cng ty/ nh xut khu hng th cng m ngh c mt hng xut khu tng t Gp g ngi mua hng tim nng v cc i l phn phi Vit Nam Thng tin t cc t chc xc tin thng mi (VIETRADE, www.vietrade.gov.vn, JETRO www.jetro.go.jp, KOTRA - Cc Xc tin u t v Thng mi Hn Quc [email protected], AMCHAM Phng Thng mi M) v cc d n pht trin ngnh t nhn Vit Nam (JICA - Cc Hp tc quc t Nht Bn, www.jica.go.jp/vietnam, VNCI T chc sng kin cnh tranh Vit Nam www.vnci.org, GTZ www2.gtz.de/vietnam) Lin h vi cc i s qun, c quan lnh s v cc trung tm thng mi Vit Nam nc ngoi Gp g cc cng ty giao nhn v vn ti (tham kho Ph lc 8) Tham gia cc trin lm thng mi cc th trng mc tiu ca bn hoc trin lm thng 9


mi ti cc th trng gn Vit Nam nh Hong Kong, Thi Lan, Trung Quc v Nht Bn. Tham quan cc ca hng th trng mc tiu ca bn tham kho xu hng, gi c (tham kho Ph lc 9)

Bn cnh vic nh gi quy m th trng v xc nh cc nh nhp khu ln, nghin cu th trng cn phi quan tm n cc yu cu v tip cn th trng, cnh tranh, c cu gi c Bn cn xc nh nhu cu nghin cu ca bn trong mi quan h vi kinh nghim marketing xut khu, v d, bn c khch hng th trng hay cha hoc y c phi l thng v xut khu u tin ca bn hay khng. Nu bt u xut khu sang EU, nghin cu ca bn cn gip bn lm quen vi th trng EU bng cch tm ra nhng thng tin lin quan n cc ch nh yu cu ca th trng, c cu th trng, nhng giai on pht trin ca th trng, cc phn on th trng, cc cng ty ln Tuy nhin, nu bn lm quen vi th trng EU v tm c nhng c hi cho mnh, bc lgic tip theo s l nghin cu mt cch k lng v khai thc kh nng tng doanh s bn hng ca bn. Bn cn phi nghin cu rt c th v cc yu cu ca khch hng i vi tng loi sn phm v im mnh cng nh im yu ca cc i th cnh tranh chnh. Cc vn quan trng ca nghin cu th trng bao gm: A) S pht trin ca th trng v cc c hi Quy m th trng, cc knh bn hng, nhng nh nhp khu ln, cc i l, nh phn phi v ngi bn l? Th hiu ca khch hng l g, mc gi bao nhiu? Ai s mun mua hng ha ca bn v ti sao? Nhng loi hng ha no ang c bn chy (c im, kch c, mu sc v cht liu)? Mu sc no ang hp thi trang? Nhng thit k mi no ang ph bin? Vi mi cp phn phi mc gi v li l bao nhiu? Cc yu cu quan trng nht ca nhng knh bn hng c xc nh l g (cht lng, bao gi) v knh bn hng no ph hp nht vi chng loi hng ha ca bn? 10


Nhng trin lm thng mi ln trng by v bn loi sn phm ca bn? Nhng yu t vn ha trong kinh doanh th trng bn la chn l g? M hnh ca gio s Geert Hofstede c th gip bn tm hiu cc nn vn ho khc, nh bn s bit cch thc c x vi con ngi cc nc khc nhau (www.geert-hofstede.com). Bn c th tham kho thm mt s thng tin hu ch v cc yu t vn ha trong Ph lc 10.

B) Cc yu cu tip cn th trng Cc tiu chun v quy nh no c p dng i vi cht lng sn phm ca bn v nhng tiu chun y c bt buc khng? Tiu chun no p dng cho cht lng qun l v sn xut ca cng ty bn? C th p dng loi nhn mc no (v d nhn mc ECO) to li th cnh tranh? C quy nh no v mi trng lin quan n vic s dng cc cht nguy him trong sn phm ca bn hay khng? Vi nguyn liu? Vi rc thi bao b? C quy nh php l c bit no nhm m bo cc vn an ton v sc khe hay khng? C cc quy nh v trch nhim x hi khng (v d SA 8000)? Thu nhp khu v thu VAT p dng cho hng ha xut khu ca bn c thu sut bao nhiu? C hip nh thng mi quc t no c tc ng kh quan ti thu quan hay khng? H thng o lng no c p dng cc th trng khc nhau (v d M khng p dng h mt nhng Nht th c) C th tham kho thm mt s ngun thng tin v cc quy nh tip cn th trng trong Ph lc 11.

C) Cnh tranh Tnh hnh cnh tranh trn cc th trng ny c khc lit hay khng? i th chnh? Nhng sn phm no cnh tranh vi sn phm ca bn? Nh sn xut hoc nh cung cp nhng sn phm ? Bn c th lm g to nn s khc bit v c th cnh tranh c? Khch hng chnh ca i th cnh tranh ca bn? im mnh v im yu ca cc i th cnh tranh chnh? 11


C bao nhiu i th cnh tranh t nc bn ang kinh doanh trn th trng mc tiu?

D) Hu cn Loi bao gi no ph hp vi chng loi hng ha ca bn trn th trng mc tiu? Cn loi giy t vn ti no? Cc quy nh v ng gi v dn nhn? Thi gian vn chuyn trung bnh? Loi hnh vn ti no c s dng ph bin nht? Chi ph vn chuyn t xng ca bn n kho ca ngi mua bao gm nhng chi ph no? Thi k mua v bn hng ng thi v l thi im no?

E) Mc gi Khong dao ng gi cho loi sn phm ca bn l bao nhiu? Bn c th c li nhun vi mc gi khng? Lu rng cn tr mt t l ln trong gi bn l do cc chi ph pht sinh. Bn c th d dng nghin cu mc gi bn l thng qua nghin cu ti bn (Tham kho phn 5: Chi ph xut khu, nh gi v lp ha n). Qu trnh bin ng ca gi trn th trng i vi sn phm ca bn nh th no? Khch hng ca bn nhy cm vi gi c nh th no? Nhng iu khon bn hng v thanh ton ph bin nht l g? Phn tch cng ty (Phn tch ni b)

1.2

Sau khi phn tch th trng xut khu, bn cn nh gi liu cng ty c kh nng thm nhp th trng la chn hay khng thng qua vic tin hnh phn tch ni b. c bit nu cng ty mi tin hnh xut khu, bn cn thc hin kim ton cng ty v xc nh liu vic s dng cc ngun lc hin ti c gy nh hng xu n doanh s bn hng ni a hay khng. Cc yu t cn nh gi bao gm: tiu chun sn phm, nng lc sn xut, mc linh hot, hu cn, lc lng bn hng, th mnh ti chnh, cc ngun lc khc T bn c th nh gi kh nng tn dng cc c hi xc nh thng qua cc phn tch v th trng ca cng ty. Hn na, nh c hiu bit v cc ngun lc ca cng ty, bn c th u t vo nhng c hi khai thc c th mnh ca bn. 12


A) Sn xut Bn c mt nh my hon ton dng sn xut sn phm hoc tp trung vo vic x l v hon thin cc bc nhm kim sot cht lng sn phm ca bn hay khng? Bn c mt vi nhm nh sn xut/ nh cung cp tt cc mt hng thnh phm hoc bn thnh phm bn c th gia cng/ ch bin thm ti nh my ca mnh khng? Cc trang thit b ca bn c ang trong tnh trng hot ng tt khng? Bn c cc k thut x l nguyn liu th v thnh phm bn vng hay khng, v d x l cc sn phm tre v g khi mi mt, k thut sy kh gi mu lu bn? Bn bao gi b khch hng phn nn v cht lng sn phm hay cha, v d sn phm ca bn c b mo m hoc mc ti im n khng? Bn c h thng qun l cht lng hay khng? Ngun lc hin ti ang c x l nh th no? Vic p ng cc n hng xut khu c nh hng xu n doanh s bn hng hin ti ca bn hay khng? n hng ti thiu cho cc loi sn phm khc nhau l bao nhiu? Bn c th p ng cc iu khon giao hng ng thi gian v cht lng hay khng?

B) Ngun nhn lc Bn c i ng cng nhn lnh ngh hay khng? Nhn vin ca bn c quen vi cc th tc xut nhp khu hay khng? H c thng tho thng quan, tha thun vn ti v thanh ton quc t khng? Bn c th ni t nht mt ngoi ng khng, c bit l ting Anh? Ai s theo di cc n hng sau khi hon thnh vic lp k hoch? Nhn vin ca bn c hiu bit nhiu v my tnh khng? Bn c nh thit k ring khng v h c nhy cm vi xu hng th trng khng? Mi nm bn c bao nhiu b su tp thit k mi? C ai trong cng ty ca bn hiu bit v cc chnh sch h tr khuyn khch cc nh xut khu hng th cng m ngh khng, v d Quyt nh 132 v pht trin th cng m ngh, Ch th 51 v u t trong nc? c danh sch cc chnh sch h tr, ngh tham kho Ph lc 12. 13


C) Marketing

Lm th no bn tm c cc khch hng tim nng? Cc cng c marketing ca bn l g? Bn c quan h n nh vi cc khch hng ln hay khng? Bn c bit cc quy nh ca h hay khng? u tin tp trung vo cc khch hng hin c trc khi hng n cc khch hng mi. Bn c nhiu hn mt khch hng khng? Bn c bit rng bn c th ang trong tnh th rt ri ro nu bn gim giao dch vi cc khch hng hin c v k vng s c quan h kinh doanh tt vi cc khch hng tim nng ln hn? Bn c phng trng by (showroom) ring khng? Bn c website ring khng? Website c c cp nht thng xuyn khng? Bn c cc cng c marketing n tng khng (danh thip, catal)? Hng ha ca bn c c sn xut di mt nhn hiu hay khng? Nhn hiu ny c c nhn bit v c c ng k khng? Bn gp i din ca ngi mua hng nc ngoi v cho bn cc dch v ca bn cha? Bn c cc ca hng bn l khng?

D) Hu cn Bn c gp rc ri g trong vic vn chuyn nguyn liu/ sn phm ca bn hay khng, v d t nh my ca bn n cng gom hng? Bn c c s h tng tt cho xut khu khng? Internet, fax, in thoi, cng, ng, container ch hng? Bn c bit cc cng ty giao nhn v vn ti ln Vit Nam cng nh cc chng trung chuyn hng cnh tranh nht khng?

E) Ti chnh Bn c bit c cu chi ph ca bn khng? Bn c ln k hoch s dng ngn sch cho cc chi ph bn hng, qung co, v nghin cu v pht trin (R&D) theo tng nm khng? 14


Bn c th vay tin t cc ngn hng thng mi hoc cc t chc tn dng khc trong ngn hn cung cp ngun ti chnh cho cc n hng xut khu ca bn hay khng? Bn c bit cc chng trnh khuyn khch xut khu ca chnh ph Vit Nam l ni bn c th nhn c ngun h tr ti chnh cho xut khu hay khng? Bn c cc gii php ti chnh cn thit trong trng hp tng sn xut khng? Bn c hiu bit v nghip v ngn hng m bo c thanh ton v c hon li tin trong trng hp hng ha b h hi khng? Phn tch SWOT

1.3

M hnh SWOT l kt qu ca qu trnh phn tch cc yu t bn trong v bn ngoi. SWOT l vit tt ca Strengths (im mnh), Weakness (im yu), Opportunities (C hi), Threats (Thch thc), trong cc im mnh v im yu c coi l yu t mi trng ni b doanh nghip cn C hi v Thch thc c coi l yu t mi trng bn ngoi m doanh nghip phi i mt, c lit k theo mc quan trng tng dn. Mc ch ca vic phn tch ny l xc nh r v th ca cng ty trn th trng. Bn cht ca phn tch SWOT l tm ra phn on th trng c cc c hi ph hp vi im mnh cn cc thch thc c tc ng nh nht ti cc mt d b tn hi, yu th ca cng ty. Trn thc t, bng cch tm cc c hi bn ngoi ph hp vi cc ngun lc bn trong, nh xut khu c th xc nh c cc th trng mc tiu, cc phn on th trng ph hp v cc sn phm mc tiu trn th trng y. y l mt v d v phn tch SWOT ca mt cng ty xut khu hng th cng m ngh lm t cy lc bnh c nh xut khu trc tip sang th trng c.

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im mnh: Chng ti c th phn hi khch hng rt nhanh v chng ti c mt mng li tt v nhn vin c o to bi bn

im yu: Cng ty ca chng ti cha c bit n trn th trng hoc cha c danh ting

Chng ti thiu k thut x l v lm mu cho cc nguyn liu t nhin Chng ti khng c kinh nghim xut khu Chi ph vn chuyn ng bin t Vit Nam i c cao hn nhiu so vi t Trung Quc i c

Chng ti c th chm sc khch hng mt cch

Chng ti c th thay i nh hng mt cch tt nht nhanh chng nu chng ti nhn thy cng vic marketing ca chng ti khng hiu qu

Chng ti chu t chi ph nn chng ti c th Thch thc: C xu hng s dng nguyn liu thay th l si xidan c sn xut Trung Quc

cung cp cho khch hng vi gi tt C hi: Lnh vc kinh doanh ca chng ti ang c m rng, c nhiu c hi thnh cng trong tng lai, c bit th trng EU

Vic s dng cc thit b sy kh i khi lm cho nguyn liu bo lc bnh hng nhanh do lm gim chng loi cc sn phm s dng trong nh ca chng ti.

Chnh ph lun khuyn khch cc doanh nghip trong nc pht trin nu c kh nng Cc i th cnh tranh ca chng ti v sn phm lm t bo lc bnh chm thch nghi vi cc k nng an mi.

2

Chin lc tip cn th trng

Cc mt hng qu tng v trang tr thng c phn phi qua nhiu trung gian khc nhau nh i l, nh nhp khu/ bn bun v ngi bn l. Biu sau cho thy cc knh phn phi EU. y l mt v d v cu trc th trng cc th trng xut khu chnh ca Vit Nam. Cc mt hng th cng m ngh c bn rng ri thng qua nhiu knh bn l nh cc ca hng qu tng, ca hng ni tht, cc trung tm nh vn, cc ca hng bn l thc phm, cc ca hng bch ha

16


Ngi tiu dng

Ca hng rau qu

Trung tm nh vn

Ca hng bch ha

Ca hng hoa

Ca hng kinh doanh khc

Ca hng qu tng

ca hng tp ha

Ca hng ni tht

Ca hng t hng qua th

Cc tp on mua hng

Trin lm thng mi (Cash & Carry)

Cc cng ty Marketing/ truyn thng

Cc i l

Nh nhp khu/ ngi bn bun

Nh sn xut

Ngun: CBI, Nghin cu th trng EU 2005, mt hng qu tng v trang tr

Cc chin lc thm nhp th trng quan trng nht vi cc nh xut khu th cng m ngh Vit Nam l: Cung cp cho cc nh nhp khu chuyn nghip - nhng ngi mua nhiu chng loi hng ha v phn phi li di thng hiu ca h cho nhng ngi bn l nh hn. Thng thng, h chuyn v cc knh bn l khc nhau, cung cp cho cc trung tm nh vn, cc ca hng hoa hoc cc ca hng trang tr ni tht cao cp. Ph thuc vo cc knh bn l m h ang iu hnh, h s c nhng nhu cu khc nhau v cc nhm sn phm, mc gi v c im thit k. Nh xut khu cn hiu cc nhu cu ny c th cho bn cc sn phm ph hp. Nh nhp khu c th l nhng i tc rt tin cy cho cc nh xut khu. Thng qua nh nhp khu, ngi xut khu c th to mi quan h lu di, m bo tng trng bn vng, hp tc vi cc i tc thng mi tin cy v m bo c cc n hng thng xuyn. Hu ht cc nh nhp khu ln t EU, M hoc cc th trng khc u t chc cc on kho 17


st th trng cc nc cung cp Chu vi ln mt nm. Rt nhiu nh nhp khu vi ln c kinh nghim n Vit Nam. Th hai, cng c nhiu ngi bn l mua sn phm v gp g cc nh cung cp Chu v t hng. y c th l c hi rt tt cho cng ty bn bn hng trc tip cho nhng nh bn l ln nh th EU, M, Nht Bn hoc cc nc khc trn th gii v h thng mua vi khi lng ln. C rt nhiu nh cung cp cc nc mun bn hng cho h, v vy h c th mua hng t bt k ni no. iu ny to nn p lc v gi c cho cc nh cung cp, khin cho nh bn l v nh nhp khu cng nh nh cung cp u phi hot ng hiu qu nu h mun tn ti. Vn cn nhng c hi khc cho nh xut khu nh hp tc vi nh sn xut th trng mc tiu nhm kinh doanh di hnh thc sn xut theo hp ng. ct gim chi ph sn xut, mt s nh sn xut quc t thu ngoi mt s phn vic ca h ra nc ngoi v ch tham gia vo mt vi phn vic.

Gn y, th trng EU, M v Nht Bn ang trn ngp nhiu sn phm gia dng nhp khu. V th, bn cn tp trung vo nhng sn phm c th bn c c cc ca hng t nhn v cc chui ca hng. Nhng mt hng mi v sng to, cht lng cao v c tnh thc tin s thnh cng. Tng t, nhng sn phm c tnh xut x cao s rt ha hn v chng s to ra s khc bit cho ca hng, lm cho ca hng khc vi cc ca hng bn l khc. to c mi quan h ban u vi ngi mua hng tim nng, cng ty ca bn c th xc nh v tm kim khch hng bng cch:

Xc nh i l mua hng ca cc nh bn l ln tng kinh doanh trn th trng Vit Nam hoc trong khu vc nh IKEA, Wal-Mart, Tchibo, Otto, Habitat Tham gia cc trin lm thng mi quc gia hoc quc t Tham gia cc phi on thng mi ra nc ngoi Khi ng cc chin dch gi th cho ngi mua m bn tm thy a ch qua website ca h, qua danh b thng mi, catal v website ca cc trin lm thng mi nh gi cc website c nhng c s d liu ln bao trm quc t, nh Bng danh mc cc 18


ngun thng tin thng mi ca ITC (www.intracen.org), Danh b doanh nghip Chu u (www.europages.com), Hip hi Trung tm Thng mi Th gii (www.wtca.org). ng k s dng cc cng thng mi trc tuyn B2B ton cu nh www.ecplaza.net, www.alibaba.com, http://trade.indiamart.com, www.b2explorer.com, www.verticalzoom.com, www.go4WorldBusiness.com... v tm kim ngi mua hng trn cc c s d liu ny. nh gi cc ngun tin t chnh ph hoc cc hip hi thng mi (VIETRADE, i din thng mi ca Vit Nam nc ngoi, Cc trung tm thng mi New York, Dubai, Nht Bn) Xc nh cc vn phng i din hoc cc t chc xc tin thng mi nc ngoi Vit Nam nh JETRO, KOTRA Xy dng website ca ring bn vi cc t kho c bit nh Vietnam Handicrafts (Hng th cng m ngh Vit Nam), Vietnam Home Dcor (Hng trang tr ni tht Vit Nam), Vietnam Home Furnishings ( ni tht Vit Nam), Vietnam Bamboo & Rattan (Hng my tre Vit Nam), Vietnam Embroidery (Hng thu Vit Nam), Vietnam Lacquer ware (Hng sn mi Vit Nam), Vietnam Ceramics (Hng gm s Vit Nam)

Cch tt nht gp g mt s nh nhp khu EU l thng qua cc trin lm thng mi hng u EU. Mt s nh nhp khu khc li a chung gp mt Vit Nam v tm kim cc nh cung cp cha c bit n Vit Nam. Bn c th gp nhm nh nhp khu ny ti cc trin lm thng mi trong nc. i vi th trng Nht Bn, vic s dng i l/ nh phn phi l chin lc thm nhp th trng thit thc nht i vi cc doanh nghip c quy m va v nh. Tuy nhin thc hin c vic ny, bn cn quan tm nhiu n vic vic la chn i din. Nhiu cng ty Nht Bn tham gia cc trin lm thng mi trong nc hoc quc t. y cng l ni bn c th thit lp quan h ban u. th trng M, cc nh nhp khu M chim u th trong hu ht cc trin lm thng mi v khng ph hp cho cc nh xut khu trng by hng ho. Nhiu nh xut khu Vit Nam tht bi trong vic tm kim ngi mua thng qua cc trin lm thng mi M do h cnh tranh vi khch hng ca h. Nu bn mun thm nhp th trng M, bn nn ngh n vic tm kim cc nh nhp khu M m bn c th gp g thng qua vic tham gia cc trin lm 19


thng mi trong nc nh Trin lm hng ni tht v th cng m ngh quc t ti Tp. H Ch Minh hoc cc trin lm thng mi Chu u v cc nc Chu khc.

3

Chun b cho mt s hin din chuyn nghip

pht huy nhng bn sc ring ca cng ty, bn cn chun b cho mt s hin din chuyn nghip - c th hin cc gi tr ct li, cch c x vi khch hng, cc biu tng, hnh nh ca cng ty, cch thc lin lc v nhng yu t khc na. Cc gi tr ct li l yu t quan trng to nn bn sc ca doanh nghip v chng da trn cc quyt nh qun l c bn, t cc hot ng hng ngy n cc mc tiu di hn. Cc gi tr ct li c th bao gm cc yu t nh chin lc ca cng ty, cch thc iu hnh hoc quy trnh qun l cht lng. Cc biu tng, hnh nh ca cng ty bao gm logo, thit k ch, t ri, danh thip, website v cc phng tin ho khc. Tuy nhin, bn c th nhn mnh s xut hin ca cng ty theo nhiu cch bn cnh vic t logo trong phn mu tiu th v trong danh thip ca bn. Mt yu t na khng km phn quan trng to nn bn sc cng ty l phong cch v ni dung lin lc vi cc i tc kinh doanh. Phong cch lin lc ca bn c ci m, trung thc v ng n khng? Cc th hi hng, yu cu hoc khiu ni c c tr li nhanh chng khng? Theo cch thc lin lc no? Nhng ngi khc c th lin h trc tip vi nhn vin ca bn hay khng? 3.1 Ti liu Marketing

Bn cn xy dng h s Gii thiu cng ty gip ngi mua c nim ban u v cng ty trong bao gm tt c nhng thng tin m ngi mua mun bit v ngi cung cp. gip khch hng tim nng nh gi c mc ph hp ca sn phm do cng ty cung cp vi nhu cu ca h, bn cn cp n nhng im sau y trong h s cng ty: Lch s pht trin v nhng thng tin c bn v cng ty Trit l kinh doanh ca cng ty C cu t chc ca cng ty 20


Sn phm/ Dch v cho bn Kh nng p ng ca cng ty vi nhng nhu cu v yu cu ca i tc kinh doanh Cc k nng k thut v thng mi c s dng Cch thc thit k, pht trin v trin khai sn phm/ dch v ca cng ty

Mc tiu ca bn H s cng ty l thuyt phc v to n tng cho khch hng rng cng ty hon ton c kh nng p ng mi nhu cu ca khch hng v vi nng lc, k nng v tin cy ca cng ty khch hng hon ton ng n khi la chn bn lm i tc cung cp mi. V d: Cng ty thit k ABC c B A v ng A thnh lp nm 1998. B A l mt nh thit k chuyn nghip, sinh trng trong mt gia nh c truyn thng kinh doanh hng th cng m ngh. ng A c bng MBA ti M. Vi nhng n lc khng ngng, ABC Dcor tr thnh mt trong nhng tp on ni ting nht sn xut trang tr ni tht v ngoi vn Vit Nam. Nh my ca cng ty t ti tnh Ph Th c 120 cng nhn. Ngoi ra, cng ty c khong 200 ngi lm vic ti cc lng ngh khc nhau trn c nc. ABC Dcor cam kt cung cp cho khch hng cc sn phm trong nh v ngoi vn rt a dng v mu m, cht lng cao, thit thc v s dng cc nguyn liu khng gy hi cho mi trng nh n, bn, gh, cc vt trang trTi ABC Dcor, tt c cc cn b, cng nhn vin u tm nim: em n cho khch hng gi tr lu bn v s hi lng v sn phm. Nim say m i vi sn phm l im gip chng ti khc bit vi cc nh sn xut v cung cp khc Vit Nam, v n s lun gip chng ti tin ln pha trc. Hin nay, cng ty ang xut khu sang Nht Bn, , c, M v Hn Quc vi nng lc sn xut l 5 container/thng. Cng ty nhn c cc gii thng cho nh cung cp tt nht t Cng ty XXX ti Nht Bn v ang tng cng mc tin cy ca khch hng bng cch p dng tiu chun ISO 9001:2000.

Bn c th trnh by nhng thng tin ny trn mt trang giy. Ngoi ra, bn c th thm hnh nh vn phng, phng trng by v nh xng ca bn nu cn thit. H s ca cng ty khng phi l ch trng by hnh nh sn phm ca bn tr khi bn ch tp trung vo mt sn phm 21


duy nht. H s ny cn phi d dng cp nht v bng ting Anh. Bn nn pht cho khch hng trong cc cuc gp g v gi km theo th v email ca bn. Bn cn c Danh thip. Vic ny nghe c v n gin nhng nhiu cng ty cho rng n khng cn thit. Cn lu mt s chi tit sau danh thip d c: Dng ch hoa thay cho cc loi ch bay bng rt kh c. Cn a vo danh thip cc thng tin v s in thoi, di ng, fax v a ch email v cn in li danh thip nu cc thng tin ny c s thay i. Cn m bo rng a ch gi th ng bu in ca vn phng/ nh my ca bn c ghi trong danh thip phng trng hp khch hng mun gi hoc th theo ng bu in hoc h c th ch cho li xe taxi a ch ca bn. Danh thip cn in bng ting Anh hoc ngn ng m ca khch hng.

Logo, kiu ch v mu sc trn danh thip cn ph hp vi logo, kiu ch v mu sc trn mu tiu th ca bn. Tt c cc chi tit quan trng phi c in mt trc ca danh thip. Cc thng tin b sung c th in mt sau. Kch c ca thip khng nn ln hn 9x5,5cm, thng thng tng ng vi c th tn dng, khong 8,5x5,4cm. Cn lu rng nhng danh thip c lp trng nha trn khng th ghi ch c v nhng thip sng qu hoc c lp m vng hoc bc s khng th copy hoc fax. Bn cn c c Nhng cng c chuyn ti hnh nh khc nh mu tiu th, phng b, cp cha ti liu Mu tiu th: Kch c ca giy vit th nn theo kch c giy A4 (210 x 297 mm). Cht lng ca giy vit th t nht l 80 gram v c mu sng. Bn nn hiu rng loi giy vit th c nh hng n n tng m bc th s em n cho ngi c, c th l thn thin, c t chc, ng tin cy. Chn font ch h tr cho hnh nh. Phong b: Nn s dng phong b mu sng. Tuy nhin, bn cng c th s dng mu tng t giy vit th, nu giy vit th khng phi mu trng.

22


Cp cha ti liu: lu cc ti liu gii thiu v cng ty ca bn (t ri ca cng ty, catal...) hoc cc ti liu vn ti v giao hng. Bn cn c catal sn phm. In catal nu cn gii thiu nhiu loi hoc nhiu sn phm. M t sn phm phi i km vi hnh nh hoc bn v v sn phm. Vic to ra mt catal tt khng phi l mt cng vic d dng. Mun c mt catal hp dn cn phi c tnh sng to n c th gy n tng tt vi khch hng ca bn. Cn u tin tnh ngh thut cho c ch vit v b cc catal, nh minh ho v cc yu t minh ho khc. Mu sc phi hp dn v kt hp mt cch chuyn nghip. Cn c nhng thng tin c bn nh m sn phm, c im sn phm v nguyn liu c s dng. Ngoi t ri v catal sn phm gii thiu v cng ty, bn cng cn s dng a CD-ROM. Mc d c th a CD-Rom rt d b ngi s dng b qun nhng n li l mt cng c truyn thng rt hiu qu ti hi ch, trin lm. L mt cng c tng tc, nu thu ht c ngi xem, a CD-Rom s c nhng li th hn hn mt bi thuyt trnh bng video. Bn cn lu rng ni dung v thit k ca CD-ROM s lm cho khch hng ca bn c n tng tt v qun l cht lng ca cng ty bn. V CD-ROM hp dn s lm cho CD-ROM ca bn ni bt hn cc CD khc v khuyn khch hng hng b CD ca bn vo u c a my tnh ca h. Thm vo , bn c th chun b mt cun album nh v cc chng loi hng ha ca bn. Bn nn chp nh theo nhiu phong cch khc nhau tham kho v chng c th to cho khch hng tim nng ca bn nim v nhng sn phm bn lm ra trc y v sn phm no khch hng khc mua t bn. Bn cn c mt Website. Nu bn c mt website, bn cn phi cp nht website ca bn. Website l mt ti liu tham kho v cng ty ca bn nhng n cng cn c nng cp. Nhiu cng ty dng hng nghn la vo vic to dng website v bn khon ti sao website ca h khng c ngi xem. Nguyn nhn rt n gin: khng ai bit v website ca h c. H s cng ty, t ri v catal cn phi c s ha v a ln website. Bng cch t cc ti liu xc tin ny ln website, bn s tit kim chi ph in n, ng thi c th cp nht thng tin bt k khi no m khng pht sinh thm chi ph. Ni cch khc, y l mt cng c xc tin linh hot v tit kim. 23


Khi pht trin v duy tr website, bn cn quan tm n nhng yu t sau: Thit k trang ph hp vi cc hnh nh i km Xy dng mt website chuyn nghip, hp dn v truy cp nhanh Cung cp cc thng tin quan trng mt cch r rng v chnh xc nht Cc khi ch cn ngn gn v tp trung vo chnh C th ch download cc thng tin c bn, bng d liu v ti liu hng dn s dng Pht trin mt h thng lgic v n gin ng k website vi cc cng c tm kim thng dng m bo trang ca bn c kt ni tt ti cc website c lin quan Kim tra cc ng kt ni thng xuyn Cp nht thng tin v lm mi website thng xuyn khuyn khch khch hng truy cp li Cho thm trang Nhng thng tin mi Qung b website ca bn trn cc ti liu xc tin Lu li h s v khch ving thm bng cch cung cp dch v cp nht thng tin qua email. Cn nhn mnh rng website ca bn s khng th l mt cng c xc tin hiu qu tr khi bn ch ng thu ht cc nhm khch hng mc tiu truy cp website. Bn cn c cc Ti liu qung b khc. T thng tin sn phm (product sheet): T thng tin sn phm thng l mt trang giy cung cp cc thng tin chi tit v nhng sn phm c th. Bn c th pht di hnh thc pht t ri hoc kp vo trong t ri ca cng ty v thay th nu cn. Bn c th d dng chun b cc ti liu ny vi s tr gip ca my vi tnh v mt my in mu. Vic ny s lm gim chi ph sn xut ng thi gip bn thch nghi v cp nht ti liu ny mt cch d dng. Nhn nh km (hang tags): Cn thit k mt nhn nh km p cho sn phm ca bn. Trong nhn c cc thng tin v tn, m, thnh phn nguyn liu, mu sc, kch c sn phm. y l 24


mt cng c tt qung co cho ngi sn xut, cho thy sn phm ph hp vi cc tiu chun an ton. Trong nhiu trng hp, nhn nh km c s dng m t yu t vn ha c trng trong thit k ca bn; gii thch sn phm c sn xut nh th no v cch s dng truyn thng ca chng. Hy to ra nhn nh km p nh sn phm ca bn.Th ri: Th ri cn c s dng mt cch chuyn nghip, c bit i vi cc sn phm cao cp. y l loi th hoc nhn mc c th tho ri t v cho sn phm, k cu chuyn ca sn phm v/ hoc cu chuyn ca ngi ngh s nhm tng kh nng khch hng la chn mua sn phm.

Nhn hng dn s dng: y l loi nhn a ra cc ch dn v chm sc hoc lm sch sn phm v c gn vnh vin hoc gn nh vnh vin vi sn phm. Loi nhn ny thng c dng cho sn mi v cc sn phm dt may do cc mt hng dt may nhp khu thng c cc quy nh c th v loi nhn ny. 3.2 Chuyn nghip ho i ng nhn vin v cch thc lin lc ca bn

Bn s to n tng vi ngi mua hng tim nng nu nh khng ch bn, nh qun l cao nht, lm vic chuyn nghip m ngay c i ng nhn vin ca bn cng th. Mt cch thc tt thc hin vic ny l o to cc nhn vin ch cht (ph trch sn xut, dch v khch hng v thit k) c th thuyt trnh nhanh v chnh xc v cng vic ca h v gii thch h c trch nhim vi cng vic sn xut hoc thc hin n hng nh th no. Cng vic ny c th thc hin trc khi khch hng ving thm v cn c kim tra bit liu thng tin a ra c chnh xc hay khng. Mc ch l cho khch hng thy n hng ca h c thc hin mt cch chuyn nghip k t khi cng ty nhn c n hng n khi hng ho c giao. V th cc nhn vin ca cng ty cn phi c hng dn r rng ngay c vic s dng cch thc lin lc nh th no. C th khch hng s mua hng ca cng ty bn nhng khng bao gi n thm vn phng. Cng c th khch hng hoc khch hng tim nng s lin h vi bn trc khi h n thm vn phng. Mt li m rt nhiu cng ty mc phi l h khng lu tm ti chuyn nghip ho cng vic lin lc vn phng.

25


Bn phi hnh thnh thi quen kim tra v tr li nhanh chng ngay khi nhn c email. Bn hon ton c th phc p li bng cu: chng ti nhn c th hi hng ca ng v s tr li vo ngy mai. Mt s li khc trong cch thc lin lc nh my fax thng xuyn ht giy hoc c s my fax ca khch hng nhng khng s dng. Ngi tr li in thoi ca cng ty ch bit ni ting m v t my ngay lp tc nu nghe thy ting nc ngoi u dy kia. Cch thc lin lc ca cng ty s cho khch hng thy cng ty c lm vic chuyn nghip hay khng. Vic chuyn nghip ho cch thc lin lc vn phng khng nhng khng tn km m cn mang li nhng li ch rt thit thc v sau. Vit email hiu qu: Ngy nay, thng mi in t tr nn ngy cng ph bin trong cc giao dch kinh doanh. Tuy nhin, nhiu cng ty thng khng nhn thc c tm quan trng ca vic vit email hiu qu. Nu bn lm c iu ny, bn c th nng cao hnh nh ca mnh mt chng mc no y. Thng ip ca bn cn phi thu ht ngi c. Bt u bng mt li cho hoc mt li cm n. Sau , vit cc ni dung chnh trong mt hoc hai cu ngn v kt thc bng cch ch ra rng bn mong mun ci g t ngi c. cc on sau, bn a thm cc thng tin hoc cc kin v m t nhng li th cho ngi c. on cui cn mt ln na nu chnh ca th, sau bn c th kt thc bng mt li cho. Ch trong mu tiu th v phn k tn ca th vit mi r ai l ngi vit th. V th, di on ni dung th in t, bn nn tn ca bn, tn cng ty, a ch, s in thoi v fax. Khi bn tr li email, hy gi nguyn dng ch th. iu s gip ngi nhn th tr li ca bn d dng bit c th ni v vn g. Bn vit th tr li pha trn phn th m bn nhn c. Bn khng nn cp n cc ch khc nhau trong cng mt th. Thay vo , hy gi cc email khc nhau ngi nhn c th m v/ hoc lu ring. Cn m bo rng tt c cc email u c kim tra v tr li nhanh ngay c khi th tr li ch l chng ti nhn c th hi hng ca ng v s tr li vo ngy mai.

Vit th tn thng mi hiu qu:

26


Mt bc th thng mi ng nghi thc bao gm cc yu t sau: tiu th, tn v a ch, ngy thng, li cho, dng tham chiu, ni dung th, li cho cui th, ch k v ti liu nh km. Li cho: Li cho ph thuc vo mi quan h ca bn vi ngi nhn. Nn xc nh c th bng cch ghi r tn ngi nhn thay vo vic ch ghi Knh gi qu ng/ b. (Dear Sir/Madam). Dng tham chiu khng bt buc, nhng nu c s gip ngi nhn bit r v ch th ca bn. Thng thng dng tham chiu c bt u bng ch Re:. Dng ny nn c ghi gn trong mt dng trc li cho. Phn ni dung chnh ca bc th c th bao gm nhiu on, mi on cp ch mt . Bt u th ca bn vi ni dung chnh. ng mt qu nhiu thi gian vo vic gii thiu. a ra cc l do hoc c s bc th ca bn. Hy ni cho ngi c bit ti sao bn vit th cho h. Hy cp k trong th: cc chi tit, thng tin, lp lun chnh xc v nu c th c cc hot ng m bn d nh lm. Kt thc bng mt li cho. Khng nn ni dung th m bng cch ni Chng ti ch i phn hi ca ng m hy kt thc bng Chng ti s gi in cho ng vo th su ti (ngy 22 thng 5) bn v kin ca ng i vi xut ny. Ch k cn r rng v d nhn, cho thy bn thc s quan tm n bc th. Sau ch k c th vit hoa tn v chc v ca bn. Nu bn gi km cc ti liu khc vi bc th, hy thm phn Enclosure, Enc hoc Encs di hai dng so vi dng th cui cng. Sau khi hon thnh bn tho cui cng ca l th, hy kim tra chnh t v ng php. L th cn to c n tng hon ho, ngn gn v khng c li nh my. C gng thu gn l th trong mt trang giy A4. S dng loi giy cht lng cao v trng.

Vn ho in thoi: i vi nhiu doanh nghip, k nng tr li in thoi ca nhn vin ng vai tr rt quan trng. Cch nhn vin tr li in thoi s to nn n tng u tin v doanh nghip ca bn vi khch hng. Khi tr li in thoi, cc nhn vin hy t thi thn thin, ci m v th hin r vn ho in thoi ca mnh. Khi tr li in thoi, hy n cho ngi gi mt cch lch s v t gii thiu bn thn v c quan ca bn v d Xin cho. y l cng 27


ty ABC Dcor, Ti c th gip g c bn? (Good Morning (Afternoon, Evening). This is ABC Decor, How may I help you? hoc Hello, ABC Decor, How may I help you?.) Nu ngi gi mun gp mt ngi c th, cu tr li c th l Xin ch cho mt pht, ti s chuyn my hoc ng A/ B B hin khng c trong vn phng, ti c th gip g c ng (One moment please, I will transfer you to that extension" hoc "Mr. A/Ms. B is out of the office at the moment, is there something I can help you with?) Nu ngi gi hi v bn khng bit cu tr li, bn c th ni Xin li, ti khng r, ti s chuyn my ti ngi s tr li cho ng hoc ng c th gi my mt cht c khng? Ti s xem c th tr li ng ngay c khng (I'm sorry I can't answer that, let me transfer you to someone who can help you" hoc "Can you hold please? I will see if I can get you the answer in a moment.) Trong trng hp mun ngi gi cm in thoi ch, bn ng b mc h ch in thoi m khng c thng tin g. Hy sn sng trc khi bn tr li in thoi. t mt cy bt ch hoc bt my vi mt mu giy gn in thoi bn c th ghi ra cc thng tin quan trng nh tn ngi gi. Khi ni chuyn in thoi, hy gi tn ca h nhng khng nn qu lm dng. Khi gi in, bn nn h thng cc suy ngh ca bn trc khi quay s. Bn nn lit k nhanh cc vn quan trng m bn cn tho lun. Nu ngi bn mun gp tr li in thoi, sau khi gii thiu nhanh v bn thn, hy bt u bng cch hi h Liu chng ta c th ni chuyn c khng? ("Is this a good time to talk?"). Trong trng hp gi in m ngi cn gp li bn, bn hy hi h lc no nn gi li. Bn phi nh v gi li cho h ng thi gian hn. Khng ni qu nhanh v cn ni chm li khi li li nhn hoc c s in thoi ca bn. c tn bn r rng v nh vn nu cn thit. K c khi nhn v gi in thoi, hy nh rng mi ngi s nh gi bn qua ging ni v cch bn ni hy lun lun pht m chun!

3.3 Chuyn nghip ho hot ng cng ty ca bn Trong nhiu trng hp, c bit khi lm vic vi cc khch hng ln, cc hot ng ca cng ty cn c t chc tt p ng yu cu v kim ton ca khch hng. Trn thc t, nhng quy nh ny lun lun c xu hng h tr cng ty bn hiu qu v mt nng sut v bo v mi trng v v th, trong bt k trng hp no, nh xut khu nn tnh n vic p dng 28


cc tiu chun ny. Di y l v d v cc yu cu kim ton ca mt nh bn l ln i vi cc nh cung cp ca h. 1 2 3 4 5 6 7 8 9 11 12Ghi chp h s nhn vin Ghi chp thi gian lm vic 12 thng qua Ghi chp lng trong 12 thng qua Cc quy nh ca nh my Chng ch bo him Chng ch cng nhn mi trng Ghi chp quy trnh chng ho hon Danh sch my sn xut Biu t chc ghi r s lng nhn vin mi phn xng/ b phn ng k kinh doanh Tn ca ch nh my hoc ngi ng u Mc sn sng Mc sn sng Mc sn sng Mc sn sng Mc sn sng Mc sn sng Mc sn sng Mc sn sng Mc sn sng Mc sn sng C C C C C C C C C C Khng Khng Khng Khng Khng Khng Khng Khng Khng Khng

Mt s thng tin khc c th cn cung cp ngi mua tham kho nhanh nh:a. Khu vc nh xng - sn xut: Vn phng: Ni tr: b. S lng nhn vin: c. Nng lc sn xut theo thng: d. Nhng khch hng ln: e. Thi gian lm vic thng thng: gi/tun f. Thi gian lm qu gi trung bnh: gi/tun g. Bn tng mc thanh ton lm thm gi theo Lut Lao ng cha: C h. Bn c chnh sch cho sn ph khng: C i. Nhn vin ca bn c c tr lng trong nhng ngy ngh l theo C quy nh khng: j. Bn c pht nhn vin bng cch tr lng khng: C k. Nhn vin tr nht ca bn: tui l. Mc lng ti thiu theo quy nh /thng Mc lng ca lut php: trung bnh: m. Mc lng thp nht: /thng n. Cng xng/ nh my ca bn c cc ca thot him khng: C o. Khu ni tr c ca thot him khng: C Khng p. Bn c s cu trn sn nh xng/ ti khu ni tr khng: q. S lng ngi trung bnh s dng mt nh v sinh: r. S lng ngi trung bnh trong mt phng ni tr C Nam Din tch trung bnh / ngi: N

Khng Khng Khng Khng /thng Khng Khng bit Khng

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Bn c th nghin cu v p dng cc cch thc qun l hu ch nhm nng cao hiu qu hot ng cng ty nh ISO, TQM (Qun l cht lng ton din), Kaizen & 5S, SA8000 hoc 6Sigma. Tt nhin, vic t c chng nhn cc tiu chun trn s mt thi gian v chi ph nhng tun theo cc tiu chun v hc t cc quy trnh s gip bn chuyn nghip ho hot ng cng ty. Nu cc khch hng ca bn n t Nht Bn, bn s c li th nu p dng trit l 5S ca Nht Bn (Seiri, Seiton, Seiso, Seiketsu, v Shitsuke). Trit l ny tp trung vo vic t chc a im lm vic hiu qu v cc quy trnh cng vic tiu chun. 5S n gin ho mi trng lm vic ca bn, gim cht thi v cc hot ng khng cn thit ng thi nng cao cht lng, hiu qu v an ton. Seiri (Sort Sng lc): Nhm loi b tt c mi th khng cn thit, khng c gi tr ra khi cng vic Seiton (Set in Order - Sp xp ): tp trung vo cc phng php lu tr hiu qu Seiso (Shine - Sch s): tp trung vo vic lm sch khu vc lm vic. Thu dn sch s hng ngy rt cn thit Seiketsu (Standardize - Sn sc): tp trung vo vic tiu chun ho thc tin cng vic ti khu vc lm vic Shitsuke (Sustain - Sn sng): tp trung vo vic xc nh mt tnh trng v tiu chun mi trong t chc ni lm vic.

Phng trng by l cng c marketing hiu qu nht thuyt phc khch hng khi h n thm vn phng ca bn. Nu bn khng c kh nng ti chnh tham gia cc trin lm thng mi quc t t , hy bt u vi mt phng trng by n tng trc. Sn phm c trng by nh th no cng phn nh gi tr nh th no ca chng cao n mc no. Hy trng by sn phm p nht c th, sp xp chng theo ch / b su tp vi mu sc v hnh dng c th. Cc sn phm mu cn c sp xp sng to, sch s v hp dn khch hng c th nhn thy c chng c cng dng g v c s dng nh th no. Ngoi ra, bn cng c th trang tr phng trng by ca bn bng cy xanh to cho cn 30


phng v t nhin. C th bn khng c cc k nng cn thit trang tr. Trong trng hp , bn c th nh s h tr ca cc nh thit k cc vin ngh thut hoc cc nh thit k n t cc th trng mc tiu ca bn v lm vic ti Vit Nam theo cc chng trnh hp tc. 3.4 Hiu r cc yu cu th trng nng cao s hin din ca cng ty

Cc cng ty ca Vit Nam c mt phong cch c bit khi gii thiu sn phm trong cc ti liu marketing nh catal, t ri v website. Hu ht cc ti liu u cp n tn ca sn phm hoc ca nguyn liu c s dng to ra sn phm. V d, cc cng ty th cng m ngh thng chia chng loi sn phm ca h ra thnh danh mc hng tre, my, gm s, thu v ren v cc loi hng khc, sau chia tip cc sn phm ra thnh cc tiu mc nh r, khay, ti xch Khi kinh doanh vi khch hng M, bn cn bit rng h thng phn loi ny s l lm i vi h v h thng chia sn phm theo cng dng nh ni tht, hng dt may gia dng, tri sn, trang tr tng, tri bn v hng qu tng (c tp hp thnh mt nhm), gia dng, ng (m), cc dng chnh, khng phn chia theo nguyn liu th hoc phng thc sn xut. Sau h tip tc chia nh cc sn phm theo thit k, cht lng v cng dng. Nguyn liu v phng thc sn xut ch quan trng khi n c ng gp c bit vo thit k, cht lng v cng dng. V d, mt chic gi la c nh gi l gi tr hn mt chic gi bng si polyeste, nhng ngi mua s khng bit n s khc bit gia trc, my hoc tre hoc k thut an hoc cht lng khc nhau. Khch hng s ch nhn ra sn phm no p hn theo cch nhn v th hiu ca h. V th, nu chn M l th trng mc tiu ca bn, sn phm ca bn phi c phn loi theo thng l ca M trong tt c cc ti liu marketing ca bn. Ni chung, nu bn nhm n mt th trng c th, bn nn nghin cu k v tm hiu cc thng l v gii thiu sn phm nhng th trng tng hiu qu s hin din ca bn trn th trng.

4

Chun b sn phm xut khu31


La chn v chun b mt sn phm xut khu khng ch cn c s hiu bit v sn phm m c v nhng c im c trng ca mi th trngmc tiu. Nghin cu th trng, c bit thng qua nghin cu thc a v thng qua cc mi lin h c to ra vi cc i din nc ngoi, s cho bn tng v sn phm no c th bn c trn th trng no. Tuy nhin, trc khi bn, bn cn phi chnh sa mt sn phm c th p ng yu cu hoc th hiu ca ngi mua cc th trng nc ngoi, t to ra mt cch thc bn hng ring cho sn phm ca bn. Nhng sn phm bn chy nht ca bn: Nu cng ty bn sn xut nhiu loi sn phm, bn nn bt u vi mt sn phm ph hp nht vi th trng mc tiu. Nu c th chn mt hoc hai sn phm ph hp vi th trng v khng cn chnh sa nhiu v thit k th l l tng nht. Hy gii thiu nhng sn phm m bn lm tt v mang yu t vn ho ca t nc bn. Hy lm mi vic hon ho ht mc c th, c bit l cng on hon thin. Ch cht lng u tin: Khch hng quc t lun mong mun mua c nhng sn phm cht lng cao vi gi tt. iu ny to nn qu trnh c cu li th trng bc thp v bc trung cho hu ht cc sn phm th cng m ngh ca Vit Nam. p ng mong mun ca khch hng, ngay c cc nh kinh doanh ln cng phi nng cp sn phm c c cht lng cao hn, thit k p hn. Ly v d trng hp nh my Trung Quc nng cao cht lng v phng thc sn xut nhng vn gi mc gi bn thp. H a ra mt tiu chun cht lng mi cho phn ln cc sn phm c gi bn thp v gy p lc ln ti hu ht cc phn on th trng khc buc cc nh sn xut khc phi gim gi v nng cao cht lng. V th, nh v doanh nghip trn th trng, bn phi sn xut nhng sn phm c cht lng tt nht c th, ngay c vi cc sn phm khng t tin. C gng khng ngng nng cao cht lng sn phm. Khc bit ho sn phm cho cc khch hng khc nhau: c c nhiu mi kinh doanh, cc nh xut khu th cng m ngh Vit Nam c xu hng cho bn tt c nhng sn phm h sn xut hoc mua li t cc lng ngh truyn thng cho mi khch hng. Chin lc ny c th gip bn c nhiu n hng trong ngn hn, nhng c th to ra bt li trong di hn. Khi bn (v nhiu nh xut khu khc trong khu vc ca bn) bn cng mt loi sn phm cho nhiu 32


ngi mua, th trng s nhanh chng tr nn bo ho v tha cung cn sn phm s mt dn tnh c o, c trng. Do sn phm c bn nhiu ni nn chng tr nn bnh thng v gim gi tr. Tuy nhin, ph thuc vo tnh hnh thc t, bn c th tnh n vic cho bn nhng sn phm tng t cho cc th trng khc nhau. Khng sao chp ca ngi khc m pht trin nhng sn phm ring: Ngi mua hng nc ngoi rt d tm ra hng trm website ca cc nh xut khu hng th cng m ngh ca Vit Nam, nhng h thng rt tht vng v khng tm thy nhiu s khc bit ca cc sn phm c cho bn trn website. Hnh nh cc sn phm trn website ca cc nh sn xut gn nh ging nhau. Tng t, khi tham quan mt trin lm quc t, c bit Trin lm hng th cng m ngh v ni tht quc t ti Tp. H Ch Minh, bn s nhn thy rt nhiu gian hng trng by cc sn phm cng loi. Lm nh vy, nh sn xut Vit Nam hn ch kh nng cnh tranh ca chnh h v cc nh sn xut khc, v cui cng khng mt cng ty no c sn phm ring ca mnh. Bn nn tm hiu xu hng sn phm bng cch quan st th trng nhng khng nn sao chp. C gng pht trin cc sn phm ca ring bn trn c s phn tch cc xu hng . Bn c th tm ra rt nhiu c im xu hng sn phm t mt trin lm thng mi, v d cc vng ngc trai c t vo cc bnh sn mi, cc vng trn thu trn gi v m, cc vng trn trn giy dn tng Tt c nhng iu ny cho bn bit: vng trn c th l xu hng ca th trng v bn c th p dng tng v vng trn trang tr cho b mt m s ca bn theo mt cch sng to. Cc nh thit k thng thu thp cc tp ch, catal v to ra mt catal v cc m hnh pht trin sn phm ring ca h. cng l vic bn c th lm pht trin sn phm ring cho chnh doanh nghip mnh. Sn phm no cng th v cng t c tnh ring, th bn cng phi h gi sn phm . Sn phm no hi t nhiu nt tinh xo v kho lo, bn s c nhiu c hi thng lng v gi. Pht trin mt b su tp: Cc sn phm trang tr ni tht l cc mt hng thi trang thay i theo th hiu ngi tiu dng. Ngi tiu dng mua cc sn phm m h thy hp dn v ph hp vi th h c. Tt hn bn hy pht trin mt b su tp gm mt vi sn 33


phm c th kt hp vi cc sn phm khc hn l c gng pht trin nhng sn phm ring bit nh mt b tri bn gm cc loi khn tri bn, vi trang tr bn, khn lau ph bn v khn ph bn. Bn lun phi lu to ra kt hp tt nht gia cc chi tit trang tr v cng dng thc t ca sn phm. S dng nh thit k chuyn nghip: Pht trin sn phm thi trang l iu kin tin quyt dn n thnh cng, v cc nh thit k chuyn nghip l nhng ngi to ra s khc bit cho sn phm. V thm ch s tt hn nu bn pht trin cc b su tp mi ph hp vi khch hng ca bn. V mt k thut, bn bit rt r bn c th lm ra ci g. Thm vo , khch hng ca bn bit h c th bn ci g v s rt vui lng cho bn thng tin v thit k v mu sc nu bn to c mt mi quan h kinh doanh da trn s tin tng ln nhau. C gng kt hp li t vn v thit k t khch hng ca bn vi nhng tng pht trin sn phm ca cc nh thit k Vit Nam. Thm gi tr vo sn phm ca bn: Bn cnh tnh nng trang tr, hy thm gi tr thc tin vo sn phm. Ci thin thit k v tng tnh hp dn, ng thi to ra sn phm thc tin c tnh thi trang. V d, mt chic gi va c tnh thc tin va c th dng lm trang tr. Mt chic hp p cng rt hu ch, c th dng ct gi . Nhng vt dng a tnh nng hoc sn phm c th ti s dng thng c gi tr cao hn. Cht lng v khu hon thin l quan trng nht, thm ch ngay c vi cc mt hng khng t tin. Bn c th s dng mt s nguyn liu hoc mu vi; s dng nhiu k thut sn xut hoc cc b phn tch ri trong mt sn phm. Thch nghi sn phm vi th trng: Cng ty cn thch nghi ha sn phm vi cc iu kin a l v kh hu th trng mc tiu, v tn dng mi ngun lc c th. Nhng yu t nh a hnh, m v cc chi ph nhin liu c th nh hng n mt sn phm hoc thm ch quyt nh cch thc s dng ca sn phm. V d trng hp cc mt hng an bng tre, ch yu c sn xut lng Ct ng, tnh Nam nh. Nhng mt hng ny c xut khu sang nhiu nc trn khp th gii, c bit l c, Anh, Php, M v Nht Bn. Nhiu nh sn xut mt hng ny (bnh hoa, hp, khay) b khch hng phn nn v sn phm rn trong kho v phng trng by ca khch ch sau mt thi gian ngn. L do l m cc nc ny qu thp. trnh vic ny, cc nh xut khu Vit Nam nn p dng nhiu bin php x 34


l hn bo v li tre khi s tc ng ca mi trng bn ngoi, hoc s dng mt vi loi si th bc li tre trc khi lm sn mi nhm gip sn phm chc chn hn. Vn m cng nh hng n vic xut khu cc sn phm g, c bit l ni tht bng g (gh, bn, t). Nhng sn phm ny hu nh c cc nh xut khu hoc nh sn xut cc lng ngh th cng lm ra nn khng c p dng cng ngh x l (sy kh) tin tin. Bn cnh vic thch nghi vi cc iu kin kh hu, vn ha v th hiu ngi tiu dng, nh xut khu nn bit rng ngay c nhng yu t c bn ca sn phm cng cn c s thay i. V d, nhiu nc qui cch cc sn phm in c th khc so vi Vit Nam. Bn khng th tm thy loi cm hai l M v chic n tre xinh p c bc la ca bn c th s b khch hng M t chi ch v n dng phch cm cho in hai l. Nu bn xut khu cc mt hng thit b chiu sng, bn cn s dng cc loi mng in khc nhau cho mi nc, nh tiu chun CE cho EU, UL cho M, UK cho Anh, PSE cho Nht Bn v OVE cho Australia Hiu r thi v bn hng ca sn phm: Nht Bn, cc thng 3, 6, 9 v 12 c coi l thi im bn chy hng gia dng v qu tng. Thng 3, h mua cc mt hng ny lm qu tng tt nghip. Thng 4, h mua lm qu tng nhp trng v mng cho nhng ngi nhn c cng vic mi hoc chuyn ch lm. Thng 6 v thng 9, h tng qu trong cc l ci. Thng 12, h mua lm qu tng ging sinh. Sn phm t cc lng ngh truyn thng: Trong nhiu trng hp bn cn chuyn mt s phn vic sn xut n nhiu gia nh cc lng ngh. i vi cc n hng ln gm mt hoc hai loi sn phm, bn c th cn thu mt hoc hai lng, nhng s h gia nh tham gia sn xut c th ln ti hng nghn. i vi mt vi n hng, bn c th phi mua sn phm t nhiu lng ngh v trong nhiu trng hp nhng lng ngh ny khng phi gn nhau. Chnh v th, rt nhiu ln bn c th thy sn phm cui cng khng thng nht v hnh dng, kch c, mu sc v thm ch c cch thc hon thin. m bo cht lng sn phm ca bn, bn cn kim sot cht lng trong sut qu trnh sn xut v kim tra tt c sn phm trc khi chng c ng vo container. Bn cn loi b tt c cc sn phm hng hoc khng ph hp vi mu c chn. 35


C mt thc t l bn cng b nhiu thi gian kim sot qu trnh sn xut cc h gia nh, bn cng mt t thi gian nh xng. V th, bn phi n lc ht sc xy dng nng lc cho cc nhm nh sn xut cc lng ngh truyn thng v qun l cht lng. Cn nhc vic s dng my mc: Cc phng php sn xut hin i c th sn xut khi lng ln sn phm c b ngoi ging vi cc sn phm th cng nhng vi chi ph rt thp, lm cho ngi tiu dng kh phn bit gia sn phm th cng v sn phm c sn xut bng my. Tnh xc thc ca nguyn liu hay phng thc sn xut khng quan trng vi ngi tiu dng, m ci quan trng l thit k ca sn phm, sn phm c b ngoi nh th no.Nu vi nguyn liu khc nhng cch an hoc cch sn xut tt, hu ht ngi tiu dng s d dng b thuyt phc mua hng, c bit nu gi r hn. V th, tr khi sn phm c mu m c o hoc c c im ring d dng nhn thy i vi khch hng phng Ty, nu khng bn s thy rt kh c th bn c cc sn phm lm theo phng thc th cng v nguyn liu th do chng t hn. Ngi tiu dng ni chung khng th phn bit c hng th cng v hng lm my v ch mun mua sn phm v v b ngoi, khng phi v tnh xc thc. Cc sn phm th cng s c gi tr hn cc th trng ngh thut cao cp, ni m gi tr thm m ca sn phm c cao.

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55.1

Chi ph, gi c v lp ho n khi xut khuChi ph v gi xut khu

Chi ph sn xut bao gm cc thnh t ca chi ph c nh (v d khu hao ti sn c nh c hiu l nhng ti sn c gi tr trn 5 triu ng v c s dng hn mt nm v d nh my mc v nh xng) v chi ph kh bin (chi ph nguyn liu, vn ti v nhn cng). Tuy nhin, trn thc t chng ta cn phi xem xt n rt nhiu loi chi ph khc khi tnh ton gi thnh sn phm theo nhng iu kin giao hng khc nhau (FOB, CIF...) 2. Trc khi m phn vi khch hng, bn cn phi cng ht tt c nhng chi ph trn vo gi thnh sn phm. Bn s gp vn ln nu nh gi hng xut khu theo cng thc chi ph sn xut cng thm mc li 15%. V mt k thut, bn ch mi tnh c gi xut xng (Ex Works) bao gm chi ph sn xut cng vi s phn trm li nht nh, sau dng gi ny lm gi FOB cho khch hng. y l phng php c dng ph bin nhng n kh xa vi so vi thc t. V thc ra gi th trng theo cch tnh ton ny c th qu thp hoc qu cao do bn khng lu ti nhiu chi ph khc nh ph hi quan, vn chuyn ni a, s lng hng ca cc n hng xut khu K thut nh gi tt hn l da trn cch tnh ton rt n gin. Mt l, bn c th s dng phng php nh gi da trn chi ph bng cch ly gi thnh cng vi cc khon chi ph khc a sn phm ti c tay khch hng gi ny c gi l gi bn. Cch th hai l bn ly mc gi c sn trn th trng tr i tt c cc chi ph lin quan cho n khi bn c c mc gi cho sn phm ca mnh. Nh vy, vn t ra l bn phi xc nh r phng php p dng tnh gi sn phm. Vic xc nh ny cn ph thuc vo loi sn phm bn bn ra trn th trng. V c bn, nu bn cho rng sn phm ca mnh l sn phm mi trn th trng th bn hon ton c th t nh gi sn phm da trn chi ph lm ra sn phm cng nh mc li nhun mong mun.2

FOB l vit tt ca Free on Boar d (giao hng qua lan can tu): c hiu l gi bn bao gm tt c cc chi ph cho ti khi giao hng trn tu bin nc ngoi cung cp bi, hoc cho ngi mua. CIF l vit tt ca Cost, Insurance, Freight (Tin hng, ph bo him v cc): c hiu l gi bn bao gm cc ph tn v hng ho, bo him v vn chuyn ti cng n qui nh cui cng.

37


Ngay c trong trng hp , bn cng cn phi xem xt n cc sn phm thay th hin c trn th trng. Ly v d ga tri ging c lm t si tre kt hp nhng ho tit thu tinh xo. y l mt loi sn phm rt c o v bn chc chn c nhiu c hi a ra mc gi cao. Tuy nhin, bn cn lu rng khch hng cng c th chuyn sang mua ga tri ging bng cht liu la thay th v thm vo nhng ho tit thi trang, sng to tng gi tr ca sn phm . xc nh mc gi cho sn phm theo phng php tnh gi theo chi ph, bn nn tm hiu cc yu t khc nhau cu thnh chi ph (khng ch n gin l cng thm 15% li nhun nh ni trn). Vic xc nh cc yu t cu thnh chi ph ph thuc vo iu kin giao hng s c cp phn sau). Di y l bng m t cc yu t cu thnh chi ph cn phi cng thm khi giao hng theo iu kin FOB v CIF.Cc yu t cu thnh chi ph 1 2 3 4 5 6 7 Chi ph (US$) /Cng thm (%) 1.0 20% 0.3 0.1 0.1 0.2 0.1 Gi (US$) 1.0 0.2 1.2 1.5 1.6 1.7 1.7 1.9 1.9 2.0 2.0

Chi ph nh xng hoc chi ph sn xut (chi ph nhn cng, nguyn vt liu, ng gi, v cc chi ph khc) Li nhun ca nh sn xut Gi bn ca nh sn xut/Gi giao ti xng (1+2+3) Vn chuyn ni a (v d ti cng Hi Phng) bao gm xp hng v d hng Ph lm th tc hi quan/ th tc xut khu, ph thu i l xut khu Chi ph nhp cng (thng l cc trm hng l CFS) FOB Hi phng Cc vn chuyn v Bo him CIF ti cng n Chi ph ti cng n (DDC-destination delivery charge, h thng AMS (h thng khai bo trc...) Gi d ln b tnh cho ngi nhp khu

Nu khch hng cho rng gi bn ca bn qu cao v yu cu bn xem xt li, hy coi l c hi kim tra phng php tnh gi ca mnh. Bn cn lu rng mt h thng tnh gi hp l c ngha rt quan trng. Nu ch n gin tnh n vic gim gi v li nhun th bn hon ton sai lm. Di y l mt s vn bn cn cn nhc khi xem xt tnh gi:

38


Cc ph vn ti c mc cnh tranh nht khng? (Bn c chc cng ty vn ti/ giao nhn ang s dng c u th cnh tranh nht v gi khng?) Thi hn giao hng cam kt c bn thay i cng ty vn ti/ giao nhn c cc ph thp hn nhng thi gian giao hng di hn khng? Liu khch hng ca bn c chp nhn s thay i ny khng? Ngi mua c th ngh cc cng ty vn ti/ i l giao nhn c mc cc thp hn hay khng? Nu c, h c chp nhn gi FOB cho bn ca bn khng? Bn bao gi cho gi bn theo phng php da trn s lng cha (c bit l theo hnh thc giao hng l LCL3)? C nn gi cho khch hng mua vi s lng nhiu gim cc ph cng nh nhng chi ph lm hng khc (ph hi quan, ph xp hng l vo kho CFS, ph vn chuyn ni a...) hay khng? Bn c th ng gi nhiu hng nhng vn gim c ti thiu th tch khng? Bn c nhiu c hi gim chi ph n v khng (xem xt tnh hnh sn xut, nng sut, cc chi ph dnh cho marketing)?

Mt phng php khc tnh gi l bt u t gi bn. L mt nh xut khu nc ang pht trin, bn hon ton c th nh gi theo mc gi c sn thay v phi nh gi mi cho sn phm. Xt trong trng hp ny, bn c th: Tm hiu gi th trng hin ti a ra nhng sn phm cnh tranh hn hoc sn phm thay th cc th trng mc tiu; Lit k tt c cc yu t ca gi th trng nh thu Gi tr gia tng (VAT), s tin chnh lch cho cc thng nhn v nh nhp khu, thu nhp khu, cc vn chuyn v tin bo him; Tnh ton t trn xung di, tr i tt c cc yu t hnh thnh nn gi th trng ca sn phm xc nh gi giao ti xng - Ex Works (trc y gi l giao ti nh my Ex Factory hoc giao ti nh kho - ex warehouse); Tnh ton xem liu doanh nghip ca bn c th p ng c mc gi ny hay khng.

Cch nng gi ca nh nhp khu v ngi bn l thay i ph thuc vo cc phn on th trng v knh phn phi. Bng bn di s m t cch tnh ton gi bn gn ng:3

LCL l vit tt ca Less than a Container Loaded giao hng l.

39


1 2 3 4 5

Gi d ln b tnh cho ngi nhp khu Thu nhp khu (10% gi d ln b) Gi giao khi hng cp cng Nng gi ca ngi bn bun (chi ph nh kho, phn phi, marketing, li nhun) Gi bn bun Nng gi ca ngi bn l (tin ca hng, tin lng tr nhn vin, chi ph qung co, li nhun...) Gi bn cho ngi tiu dng cui cng

2.0 0.2 2.2 80% 4.0 100% 8.0

Nu mc gi ca bn cnh tranh hn rt nhiu so vi i th cnh tranh th bn nn cho bn vi mc gi no? Mc ch ban u ti th trng mc tiu l cho bn sn phm ca mnh vi mc gi khng qu cao so vi cc i th cnh tranh. Bn c th p dng chin lc gi thm nhp cho bn sn phm vi gi thp hn so vi mt trong cc i th cnh tranh. Sau khi xc nh c mc gi, iu quan trng hn na l bn phi gi mc gi cho hng ca mnh n nh v ng tin cy. Vic nng gi sau ny s rt kh nu bn cho vi mc gi thp trong ln hp tc lm n u tin. Tuy nhin, trong thc t, gi th trng cng thng xuyn thay i, ln hoc xung v v l ngi kinh doanh, bn cng nn iu chnh gi ca mnh cho ph hp. Cho d vic tng gi l bt buc hay c , bn cng phi ni r l do cho khch hng v i tc thng mi bit. Nhng nhng l do ny phi thc s hp l v chp nhn c. Vic la chn ng tin tnh gi cng rt quan trng. Bn c th bn hng theo ng Vit Nam trnh s giao dch tin t phc tp v tn km vi ngn hng, nhng phn ln khch hng khng ng mua hng theo ng Vit Nam m ngh s dng ng tin ca nc h, v d nh ng yn Nht. Trong trng hp nh vy, bn nn chuyn sang dng nhng ng tin mnh v n nh nh ng EU, la M. 5.2 Bo gi v ho n chiu l

Bn bo gi bao gm tn sn phm, gi bn, thi gian giao hng, cc iu khon bn hng v thanh ton. Mt bn bo gi nn bao gm nhng mc sau y: Tn v a ch ngi mua; s tham chiu v ngy hi hng ca ngi mua 40


S tham chiu: S n hi hng: QUO61/06.LP Ngy: 27 thng 6 nm 2004 Knhthng ngi mua hay yu cu ngi bn gi ho gi: DECO IMPORTS Thng

Lit k cc mt hng c hi mua km theo m t vn tt cc mt hng Gi n v v s lng tng mt hng GREEN WORLD CO., LTD. Trng lng c b20 Ng 192lng tnh Qun Hong Mai, H Ni, Vit Nam S v trng Ph Gip Bt Tel: 84.4.6642866 Fax: 84.4.6642983 E-mail: [email protected] iu kin giao hng v iu kin thanh ton Thi hn hiu lc ca bo gi Thi gian ri bn d kin v thi gianBO GI n d kin.

n chiu l thay v gi bo gi. Ho 3-2-22 Higamitsu, Saitama-Tokyo, Nht Bn. n chiu l khng c ngha thanh ton nhng v c bn vic lp bo gi di hnh thc mt ho n chiu l liHNH quan trng. rt SN STT M TN KCH THNG S LNG GI CIF TNGSN PHM SN THC TIN TRONG TOKYO CNG PHM PHM (CM) (USD) Ngoi nhng ni dung ni trn, trong ho n chiu NG cnMT theo (USD) l cng km li cam kt xc nhn GI CONTAINER rng ni dung trong ho n l chnh xc v trung thc, v mt mc nu r ngun gc xut x 40 ca hng ho. (CI)

Hn na, ho n cng cn phi ghi r l ho n chiu l. V ngi nhp khu s s dng bng 4 CTN ho n ny lm cc th tc xin giy php nhp khu hoc huy ng tin hng. ci 52x32x20

1

BS01

R lm

56x35x2

2PCS/

1,212

10.5/ci

12,726

Di y l bo gi mu ca mt cng ty bn mt hng r lm bng ci cho khch hng Nht 28x20x1 8 Bn.17x9x17 TNG CNG Bng ch: Mi hai nghn by trm hai mi su la M. 1,212 12,726

a im giao hng: FOB Hi phng, Vit Nam Thi hn giao hng: Tokyo, Nht Bn 45 ngy sau ln thanh ton u tin iu kin thanh ton: T/T. Thanh ton 30% ngay sau khi hp ng c k kt. 70% tng s tin cn li s c thanh ton sau khi nhn c thng bo sn sng giao hng v kim dch cui cng. Thi hn hiu lc ca bo gi: n ngy 27 thng 9 nm 2004. Green World Co.,Ltd.

L Nguyn Bo Trm Trng phng kinh doanh

41


5.3

Cc iu khon bn hng

Trong bt k hp ng bn hng no, iu quan trng nht l phi c s thng nht gia ngi mua v ngi bn v iu kin giao hng. S nhm ln v cc iu kin ny s dn n vic bn hng tht bi hoc b l. V l do , bn cn phi tm hiu k tt c cc iu kin giao hng trc khi chun b mt bn bo gi hoc ha n chiu l. Danh mc cc iu kin giao hng v nhng khi nim lin quan c lit k rt y trong cun INCOTERMS 2000. Theo , 42


iu kin giao hng c chia thnh bn nhm chnh: nhm E (EXW, giao ti xng, trc y c gi l giao ti nh my), nhm F (bao gm FCA, FAS, FOB), nhm C (bao gm CFR, CIF, CPT, CIP) v nhm D (bao gm DAF, DES, DEQ, DDU, DDP). Tham kho bng di y hiu r im phn chia trch nhim v chi ph gia ngi mua v ngi bn:4Cc iu khon bn hng Trch nhim v chi ph Thu nh kho ng gi hng K hp ng vn ti Bc hng ti nc xut x Vn chuyn ni a Chi ph nhp cng Th tc xut khu Cc tu bin/ my bay Bo him hng hi Chi ph ti cng nc ngoi Th tc hi quan Thu hi quan Chi ph vn chuyn hng ti a im cui cng M: Ngi mua EXW Giao ti xng FCA Giao cho ngi vn ti B B B B H H B M FAS Giao dc mn tu B B B B B B B M FOB Giao qua lan can tu CFR Tin hng cng cc B B B B B B B B CIF Tin hng + bo him + cc B B B B B B B B CPT Cc tr ti ch B B B B B B B B CIP Cc v bo him tr ti ch B B B B B B B B DAF Giao ti bin gii DES Giao ti tu DEQ Giao trn cu cng B B B B B B B B DDU Giao ti ch cha np thu B B B B B B B B DDP Giao ti ch np thu B B B B B B B B

B B M M M M M M

B B B B B B B M

B B B B B B B B

B B B B B B B B

M M

M M

M M

M M

M M

B M

B M

B M

B M

B M

B B

B B

B B

M M M

M M M

M M M

M M M

M M M

M M M

M M M

M M M

M M M

M M M

M M M

M M B

B B B

B: Ngi bn

K: Hoc ngi bn hoc ngi mua

Nhm E ch c mt iu kin giao hng l EXW, trc y c gi l giao ti nh my. Nhm th hai (nhm F) m t trch nhim ca ngi bn l giao hng cho ngi vn chuyn qua lan can tu do ngi mua ch nh m khng phi chu mi ri ro v chi ph i vi hng4

Tham kho thm cun Hng dn xut khu sn phm g nguyn thanh ca B Nng nghip M.

43


ha k t . Nhm th ba (nhm C) bao gm cc iu kin trong qui nh trch nhim ca ngi bn l phi chu mt s chi ph cho n ht chng vn chuyn chnh, y l im quan trng cn lu trong hp ng mua bn: c ngha l theo nhm iu kin ny s c s chuyn giao ri ro v chi ph t ngi bn sang ngi mua. Nhm th t (nhm D) bao gm cc iu kin giao hng qui nh ngi bn phi c trch nhim vn chuyn hng ha ti mt a im n qui nh. Theo tp qun thng mi Vit Nam hin nay, hai iu kin c s dng nhiu nht l FOB (cng xp hng) v CIF (cng d hng). Xt iu kin FOB (giao hng qua lan can tu) ti cng xut khu c ch nh, gi bn bn cho cho ngi nhp khu bao gm tt c cc chi ph cho ti khi giao hng ln tu bin nc ngoi. Xt iu kin CIF, gi hng bao gm c tin hng, ph bo him v cc ph vn ti v tt c cc ph ph khc cho ti khi hng d khi tu. Bn nn s dng iu kin CIF bt c khi no c th bi v CIF c tha nhn trong cc hot ng mua bn quc t. iu kin ny s gip ngi nhp khu nc ngoi thy r tt c cc chi ph hng n c cng ch nm trong hoc nm gn quc gia qui nh. i vi nhng khch hng mi, bn phi lun lit k r rng cc khon mc khi bo gi. V d, gi cho bn "EXW Ha Tay" s chng c ngha g i vi nhng nh nhp khu nc ngoi v h s khng xc nh c chi ph hng cp cng cng nh tng chi ph hng c chuyn n kho ca h. V th, h c th lng l khi t hng vi mc gi khng r rng nh vy. 5.4 Phng thc thanh ton

C rt nhiu phng thc thanh ton khc nhau trong thanh ton quc t. Di y l mt s phng thc thanh ton c bn thng c p dng trong mua bn ngoi thng (sp xp theo mc ri ro tng dn v pha ngi bn): Tr trc, in chuyn tin (T/T) Th tn dng (L/C) Nh thu tr chm (documents against acceptance - vit tt: D/A) Nh thu tr ngay (Documents against Payment - vit tt: (D/P) 44


Thanh ton Ghi s.

Vi ngi bn, h quan tm nht l vic ngi mua thanh ton y v ng thi hn, cho nn ri ro l vn m h lu tm nhiu nht. Mt trong nhng yu t quan trng gim thiu ri ro l bit r c nhng ri ro g. V th, bn nn hi kin ngn hng nh h t vn la chn phng thc thanh ton hp l nht cho tng ln giao dch mua bn c th. Tr trc: y c l l phng thc thanh ton mong mun nht ca ngi bn v h khng phi chu sc p v ri ro pht sinh v c th thu c tin hng ngay nu s dng phng thc in chuyn tin. Tuy nhin, phng thc ny gy nhiu kh khn v dng tin v tng ri ro cho ngi mua cho nn thng thng h t khi chp nhn tr tin trc khi nhn c hng. m bo li ch cho c hai bn, bn nn tha thun vi ngi mua v phng thc thanh ton. Trong trng hp ngi mua khng chp nhn thanh ton ton b tin hng trc khi vn chuyn, gim bt ri ro, bn c th cn nhc n phng thc tr ngay tng phn. gim thiu ri ro, trong hp ng ngoi thng c th qui nh nh sau: ngi mua phi tr cho ngi bn 30% tin hng sau khi hp ng c k kt; phn cn li s c thanh ton khi ngi mua nhn c bn copy b chng t gi hng hoc ngi mua phi tr cho ngi bn 30% tng gi tr hp ng sau khi hai bn k kt hp ng; phn cn li s c thanh ton bng th tn dng khng hy ngang c xc nhn. Th tn dng (L/C): Do phng thc tr tin ngay mang li nhiu ri ro cho ngi mua (c th ngi xut khu khng chuyn hng ngay c khi c thanh ton) nn trong hot ng mua bn quc t, th tn dng c s dng ph bin hn nhm bo m li ch cho c hai bn. Theo , vic thanh ton ch c ngn hng chp nhn sau khi ngi bn xut trnh y b chng t. Xt v thi gian thc hin, th tn dng c th l tr ngay (at sight), hoc tr sau. Th tn dng thng c chia thnh cc loi sau: th tn dng c th hy ngang hoc khng hy ngang, th tn dng c xc nhn hoc khng c xc nhn. Th tn dng khng hy ngang (irrevocable L/C) l loi th tn dng m trong thi hn hiu lc ca n, ngn hng m (tc ngn hng ca ngi mua) hoc ngi mua khng c quyn hy b hay sa i ni dung th tn dng nu khng c s ng ca ngi xut khu (ngi bn). Th tn dng hy ngang 45


(revocable L/C) l loi th tn dng m ngn hng m c th sa i hoc hy b vo bt c lc no m khng cn s chp thun ca ngi bn. Trong th tn dng c xc nhn, ngn hng cam kt trc tip tr tin hng cho ngi bn. Cn i vi th tn dng khng xc nhn, ngi xut khu c c thanh ton hay khng ph thuc vo ngn hng nc ngoi. Di y l trnh t tin hnh thng thng khi thanh ton s dng phng thc th tn dng khng hy ngang c xc nhn (Confirmed Irrevocable Letter of Credit)5 ca mt ngn hng M : 1. Sau khi thng nht v cc iu kin bn hng v k kt hp ng, ngi nhp khu lm n gi n ngn hng ca mnh xin m th tn dng cho ngi xut khu hng. 2. Cn c vo n xin m th tn dng, ngn hng m th tn dng s lp mt th tn dng khng hy ngang, bao gm tt c nhng ch dn cho ngi bn lin quan n vic vn chuyn hng. 3. Sau , ngn hng m th tn dng s gi th tn dng cho mt ngn hng M, yu cu ngn hng ny xc nhn. Ngn hng M ny c th do ngi xut khu ch nh hoc do ngn hng m L/C la chn chi nhnh ca mnh ti M lm ngn hng xc nhn. 4. Ngn hng M s gi th xc nhn cng vi th tn dng khng hy ngang cho ngi xut khu. 5. Ngi xut khu sau khi xem xt cn thn cc iu khon ghi trong th tn dng, s k hp ng vn ti m bo hng s c chuyn n ng thi hn. Nu ngi xut khu khng ng vi bt k mt iu kin no th phi thng bo ngay cho ngi mua bit kp thi iu chnh. 6. Ngi xut khu nu chp nhn th tn dng th tin hnh giao hng n ng cng hoc sn bay quy nh. 7. Khi hng c xp ln tu/ my bay, ngi xut khu phi c ngha v hon chnh b chng t gi hng theo yu cu ca th tn dng. 8. Sau , ngi xut khu xut trnh b chng t cho ngn hng M. 9. Ngn hng kim tra chng t nu khng c g trc trc s thng bo kt qu kim tra cho ngn hng ngi nhp khu. Ngn hng ny sau khi kim tra nu thy b chng t hon chnh th gi cho ngi nhp khu. Ngi nhp khu (hoc i l ca h) s nhn nhng chng t cn thit tin hnh 10.5

Tham kho thm Cun Hng dn xut khu do B Thng mi M pht hnh.

46


th tc nhp hng. Nu c hi phiu i km vi th tn dng th hi phiu s c ngn hng ngi 11. xut khu thanh ton vo thi gian tho thun hoc s c chit khu trc . Ngay sau khi nhn c th tn dng, ngi xut khu nn kim tra cn thn cc iu khon trong th tn dng vi nhng ni dung c cp trong ha n chiu l. iu ny cc k quan trng v cc iu khon cn phi ph hp vi nhau, nu khng th tn dng s khng c hiu lc v ngi xut khu s khng c thanh ton. Nu cc iu khon khng ph hp hoc c bt k thng tin g sai lch, ngi xut khu phi lin lc ngay vi khch hng v yu cu h iu chnh th tn dng cho ph hp. Ngi xut khu cng phi xut trnh b chng t chng minh giao hng ng thi hn qui nh trong th tn dng v nu khng s khng c thanh ton tin hng. Ngi xut khu nn kim tra, lin lc vi cng ty vn ti m bo khng c s c bt ng lm tr hon vic chuyn hng. Ngoi ra, ngi xut khu cng phi xut trnh b chng t ng thi hn ghi trong L/C lm th tc thanh ton. Phng thc nh thu (D/A v D/P): mt phng thc thanh ton trong ngi xut khu u thc cho ngn hng ca mnh thu h tin hng ca ngi nhp khu trn c s xut trnh chng t. Ngn hng ngi bn (ngi xut khu) xut trnh b chng t cho ngi mua (ngi nhp khu) thng qua ngn hng ca ngi mua c thanh ton s tin hng cn li hoc nhn c chp nhn thanh ton hi phiu tr chm vo mt thi gian xc nh trong tng lai. Trch nhim php l ca ngn hng theo phng thc nh thu s b rng buc theo s ch dn ca ngi bn trong vic pht hnh v gi cc chng t. Trch nhim s thay i trong hai trng hp nh thu chp nhn chng t (documents against acceptance - vit tt: D/A) hoc nh thu i chng t (Documents against Payment - vit tt: (D/P).

Khng ging nh phng thc th tn dng, vi phng thc nh thu, ngn hng s khng phi chu trch nhim rng buc nu ngi mua khng thanh ton hoc khng c kh nng thanh ton tin hng. Nu xt v pha ngi xut khu th mc an ton khi s dng phng thc nh thu cao hn so vi phng thc ghi s nhng thp hn so vi phng thc s dng tn 47


dng th. Quy trnh thc hin ca phng thc nh thu din ra nh sau: 1. 2. 3. 4. 5. 6. 7. 8. 9. Ngi mua (ngi nhp khu) v ngi bn (ngi xut khu) thng nht vi nhau v iu kin bn hng, ngy giao hng v thanh ton s dng phng thc nh thu. Ngi xut khu chun b giao hng ti cng/ sn bay n qui nh. Ngi xut khu gi hng n a im n qui nh v chun b b chng t cn thit. Ngi xut khu xut trnh b chng t xut khu v gi ch dn ti ngn hng ca mnh. Theo ch dn ca ngi xut khu, ngn hng s kim tra b chng t v chuyn cho ngn hng ngi nhp khu. Ngn hng ngi nhp khu, sau khi nhn c b chng t, lin h vi ngi nhp khu v yu cu thanh ton hoc chp nhn thanh ton hi phiu t pha ngi nhp khu. Sau , ngn hng s chuyn b chng t cho ngi nhp khu lm th tc nhn hng. Ngn hng ngi nhp khu s chuyn tin vo ti khon ngn hng ngi xut khu hoc gi thng bo rng hi phiu c chp nhn. Sau khi nhn c tin hng, ngn hng ngi xut khu s ghi c vo ti khon ca ngi xut khu.

Phng thc ghi s: ngi xut khu m mt ti khon ghi n ngi nhp khu yu cu ngi nhp khu tr tin cho ngi xut khu vo thi im xc nh trong tng lai. Phng thc ny ch thun tin v an ton trong trng hp hai bn thc s tin cy ln nhau, mua bn hng nhiu ln v ngi mua c uy tn thanh ton. Tuy nhin, s dng phng thc ghi s c rt nhiu ri ro. Ngi xut khu s rt kh khiu ni do khng c s tham gia ca Ngn hng v cc chng t ca ngn hng. L ngi xut khu, bn c th phi thu tin hng nc ngoi, m vic ny rt kh v tn nhiu chi ph. Ngoi ra, vic theo di v x l cc khon phi thu gp rt nhiu kh khn do khng s dng hi phiu hay bt k chng t ghi n no. Lu , i vi tt c cc phng thc thanh ton ni trn, bn nn nu r iu khon l i tc (ngi mua) phi chu chi ph chuyn tin ca ngn hng trong hp ng ngoi thng. Bng tm tt u v nhc im ca cc hnh thc thanh ton trong nghip v mua bn quc t: 48


Phng thc thanh ton Tr trc bng tin mt Th tn dng (L/C)

Thi im thanh ton Trc khi giao hng Xut trnh chng t sau khi giao hng

Thi im ngi NK nhn c hng Khi hng c chuyn ti a im n Khi L/C c thanh ton

Ri ro v pha ngi xut khu Khng Ri ro t nht, Ngn hng pht hnh/ ngn hng xc nhn c trch nhim thanh ton tin hng nu b chng t ph hp vi ni dung trong L/C Khng c thanh ton hi phiu, ngay c khi ngi mua nhn c hng Khng c thanh ton hi phiu Ph thuc hon ton vo ngi nhp khu

Ri ro v pha ngi nhp khu Ph thuc hon ton vo ngi xut khu c m bo v vic chuyn hng, nhng ph thuc vo vic cung cp hng ca ngi bn

Nh thu chp nhn chng t (D/A) Nh thu i chng t. (D/P) Ghi s

Khi hi phiu thng mi o hn Khi ngn hng ngi mua nhn c b chng t Tu theo mun ca ngi mua

Vo thi im hi phiu c chp nhn Khi tin hng c thanh ton Cho n khi hng n

Ri ro t, c th t chi thanh ton hi phiu khi o hn c m bo v vic chuyn hng, nhng ph thuc vo vic cung cp hng ca ngi bn Khng c

iu khon thanh ton no c p dng ph thuc kh nhiu vo s hiu bit v mi quan h gia bn v i tc mua hng. Nhn chung, phng thc nh thu v ghi s thng c dng khi: (1) hai bn thc s tin cy ln nhau, (2) ngi mua sn sng thanh ton v c kh nng thanh ton, (3) iu kin kinh t v chnh tr ca nc ngi mua n nh v (4) chnh ph nc ngi mua khng c nhng bin php kim sot ngoi hi. Khi lm n vi khch hng mi, bn nn ngh s dng phng thc tr trc bng tin mt hoc phng thc th tn dng (thng l Th tn dng khng hu ngang tr tin ngay c xc nhn) mc d dng L/C c th ph ngn hng cao hn rt nhiu. Di y l mt s dch v thanh ton quc t do mt s Ngn hng ti Vit Nam cung cp:Tn t chc Ngn hng Ngoi thng Vit Nam Website http://www.vietcombank.com.vn Dch v xut khu - Thanh ton bng th tn dng - Phng thc nh thu D/A - Phng thc nh thu D/P

49


- Nh thu giao chng t theo iu kin khc (D/OT Collection) Ngn hng Techcombank http://www.techcombank.com.vn - in chuyn tin T/T - Thanh ton bng th tn dng - Phng thc nh thu D/A - Phng thc nh thu D/P Ngn hng thng mi Chu http://www.acb.com.vn - in chuyn tin T/T - Thanh ton bng th tn dng - Phng thc nh thu D/A - Phng thc nh thu D/P Ngn hng u t v pht trin Vit Nam http://www.bidv.com.vn - in chuyn tin T/T - Thanh ton bng th tn dng - Phng thc nh thu D/A - Phng thc nh thu D/P - in chuyn tin T/T

6

Tham gia hi ch thng mi

Hi ch thng mi l c hi l tng tm kim khch hng, thu nhn cc thng tin mi nht v tnh hnh hin ti ca mt th trng hoc mt ngnh hng, cc xu th th trng v xu hng pht trin sn phm. Cho ti nay c hng trm doanh nghip th cng m ngh Vit Nam tham gia cc hi ch thng mi trn ton th gii, c th l c, Php, , Ty Ban Nha, Anh, Nht Bn, Hng Kng, Thi Lan v M. Rt nhiu trong s tham gia hai hoc ba ln trong mt nm. Nhng bn khng th ngh n gin l tham gia hi ch th s gt hi nhiu thnh cng m c c thnh cng hay khng ph thuc vo vic bn chun b tham d hi ch k cng th no. Nu sn phm hoc dch v a ra th trng khng p ng c cc tiu chun, k thut lc hu, gi qu t hoc thng tin sn phm khng chnh xc, hu qu l bn s khng ch khng bn c hng m cn tn tin v ch. Nu chun b khng cn thn, vic doanh nghip bn tham gia hi ch c th s lm nh hng nghim trng ti hnh nh ca ngnh th cng m ngh Vit Nam, v ca bn thn doanh nghip.

50


Di y l mt s cun sch hng dn c th gip bn trang b thm nhiu kin thc v lp k hoch v chun b tham d hi ch thng mi:: Th hin s chuyn nghip- Show master ca CBI (www.cbi.nl) Tham d hi ch thng mi thnh cng Successfully participation in Trade Fairs ca AUMA (www.auma-fairs.com) ng ti hp ng - From Contacts to Contracts (www.sippo.ch) (Cc Xc tin Thng mi bin son, bin tp v pht hnh). La chn hi ch thng mi ph hp

6.1

La chn hi ch thng mi ph hp l mt bc quan trng qu trnh thm nhp th trng v tm kim khch hng thnh cng. Ch nn chn t 1 n 2 hi ch, nhng tham gia thng xuyn thc y nhng mi quan h ban u thnh nhng hp ng kinh doanh thc s v s hp tc n nh. Bn cng ng nn tham vng qu nhiu vo ln tham d u tin. Nhn chung, trn thc t, th phi sau 2 hoc 3 ln tham d bn mi c th k kt c hp ng. Bn c th tm hiu thm thng tin v hi ch thng mi ti cc trang web nh www.tsnn.com, www.exhibitions-world.com, www.auma.de hoc www.fairlink.se. Ngoi ra, bn c th tham kho thm cc t chc xc tin xut khu hoc cc cng ty tng tham d cc hi ch thng mi quc t. Hu ht cc c quan t chc hi ch thng mi u c website v d Hi ch hng qu tng ti Tokyo Nht Bn http://www.giftshow.co.jp hoc Hi ch Ambiente ti Frankfurt, c http://www.ambiente-frankfurt.de. Cc hi ch thng mi quc t quan trng dnh cho hng th cng m ngh c th k n l: Ambiente v Tendence (ti c) hi ch thng mi ln nht th gii v trang tr trong nh v hng qu tng Maison & Objet (Php) Mt trong nhng hi ch thng mi hng u v cc xu hng thit k quc t 51


Expohogar Regalo Otono (Ty Ban Nha), Macef Milano (), Spring Fair Birmingham (Anh quc) v Herning (an Mch) ch yu tp trung vo th trng cc nc EU. New York International Gift Fair, (M), hi ch thng mi quan trng nht M Chu : Hi ch hng qu tng Hng Kng, Hi ch hng gia dng Hng Kng; Hi ch hng qu tng quc t, Hi ch hng gia dng quc t ti Bng Cc (Thi Lan), Hi ch Canton (Trung Quc), hi ch hng qu tng ti Tokyo v hi ch hng qu tng ti Fukuoka (Nht Bn).

Tham kho thm ph lc s 7 bit thm danh sch cc hi ch trin lm khc. Trc khi quyt nh tham d bt k mt hi ch, trin lm no bn cng phi nghin cu cn thn loi hnh ca hi ch, trin lm . Chng hn, M c rt nhiu hi ch thng mi nhng phn ln n v tham d li l cc nh nhp khu M, khng thch hp cc nh xut khu trng by sn phm. Cc n v tham d trin lm s l khch hng tim nng ca bn nhng h s khng thoi mi khi bn cng bn nhng sn phm vi mc gi thp hn. 6.2 Chun b tham gia hi ch trin lm

Trc khi tham d hi ch trin lm vi t cch l n v trng by sn phm, bn nn n vi t cch l khch tham quan. Bn c th ni chuyn vi cc n v trin lm v cc khch tham quan khc, xc nh c v tr l tng trng by sn phm v tn dng c hi thit lp mi quan h vi nhng khch hng tim nng. Mc ch ca vic ny l nghin cu v tm cu tr li cho nhng vn sau: c im chung ca hi ch l g? Thit k, cht lng v gi c nh th no? Nhng mt hng no c trng by? Loi hnh ca cc cng ty tham d l g? Sn phm v xu hng thit k nh th no? Nhng gian hng nh th no c nhiu khch tham quan lui ti? Cc sn phm c trng by nh th no? Cch sp xp cc gian hng? Nh t chc cung cp nhng dch v pht trin mng li kinh doanh g (v d nh a ch lin h vi ngi mua, i din bn hng)? Cung cp nhng dch v trng by no? (v d 52


nh kho hng, nh sng, b tr gian hng, danh mc cc n v trin lm) Cc chi ph v dch v hu cn, y c th l nhng vn quan trng khi bn quyt nh tham d hi ch trin lm (hoc n thm vn phng qun l hi ch).

Bng di l mt s hng dn c bn ca CBI khi lp k hoch chi tit tham d hi ch, trin lm:STT 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 Hot ng Thng tin hi ch v np n ng k Quyt nh v ngn sch Quyt nh tham d hi ch t thu din tch gian hng Hp cng ty ln k hoch ln th nht ngh xc nhn ca n v t chc hi ch Ly bo gi thu gian hng Lp k hoch ngn sch chi tit t ch khch sn La chn ln cui cc sn phm mang i trng by Quyt nh v chin dch qung b sn phm Chun b danh sch gi th Nhn c s chp thun ca n v t chc v thit k gian hng Ly bo gi ca cng ty giao nhn Gi mu catalog cho n v t chc Chun b ti liu gii thiu v cng ty, sn phm Gi mu t hng cho n v t chc Ch nh nhn vin ph trch gian hng t v my bay, phng tin i li phc v cho chuyn i Sp xp ngi tip n, nhn vin bn a, ngi phin dch Chun b th ra vo cho nhn vin v doanh nghip tham d hi ch Tng kt danh sch gi th Gi thng co bo ch cho n v t chc hi ch v cc bo ch thng mi Gi th mi cho khch tham quan (ln th nht) Giao hng trin lm cho i l giao nhn Gi th mi cho khch tham quan (ln th hai) Lp danh sch khch hng cho hng qua in thoi Hng gi i trin lm ti c hi ch Cc nhn vin tham gia on ti c hi ch Thi hn 12 8 thng 12 8 thng 11 7 thng 11 6 thng 10 6 thng 8 5 thng 7 5 thng 7 5 thng 5 thng 5 thng 5 thng 5 thng 4 thng 4 thng 4 thng 4 thng 4 thng 4 thng 4 thng 3 thng 3 thng 3 thng 3 thng 2 thng 1 thng 1 thng 2 tun 10 ngy 2 ngy

Trc khi tham gia hi ch, bn nn chun b nhng ti liu cn thit gii thiu v doanh nghip (v d nh danh mc hng cung cp, bng gi, catalog, a ch trang web, t ri, danh

53


thip) pht cho khch tham quan v cc doanh nghip nhp khu ti hi ch. Bn nn mang theo catalog gii thiu sn phm v nh th khch hng s hiu r hn, nhanh hn v tt c cc sn phm ca bn. Ngoi ra, nu bn c th mi nhng khch hng tim nng n thm gian hng th vic c ngha rt quan trng. Nht l nhng hi ch thng mi quc t qui m ln, nu l doanh nghip mi tham gia th bn rt kh thu ht s ch ca khch tham quan v ngi nhp khu. V th, bn nn gi th mi ti nhng nh nhp khu v khch hng tim nng trc khi n hi ch, thng bo v tr gian hng v thu ht h n thm gian hng ca bn. 6.3 Chi ph tham gia hi ch

Kinh ph l vn quan trng cn phi qun l cht ch v cn thn trc khi quyt nh tham gia hi ch, trin lm. Nu l doanh nghip ln u tin tham gia, th kinh ph c th l mt vn nan gii. Bng di y lit k cc chi ph cn c mt on gm hai ngi tham d hi ch trin lm Tendence 2005 vi din tch thu gian hng l 12m2:STT 1 2 3 4 5 6 7 7 8 9 10 11 M t Ph xin visa Chi ph sn xut/ mua sn phm/ hng trng by Chi ph thu gian hng Chi ph dng gian hng Xy dng catal Chun b ti liu marketing Cc vn ti ng bin V my bay Khch sn n Chi ph i li ti c Chi ph lin lc Tng cng n v ngi L m2 m2 ch L L ngi m ngy ngy ngy S lng 2 1 12 12 1 1 1 2 8 8 8 8 n gi EUR 48 1,500 160 100 170 500 300 750 150 Thnh tin (EUR) 96.00 1,500.00 1,920.00 1,200.00 170,00 500.00 300.00 1,500.00 1,200.00 700.00 500.00 200.00 9,786.00

Lu : 54


v d trn, bn c th thy chi ph cc vn chuyn ng bin rt thp v nhng n v tham gia trin lm c nhn mc gi tt do tp hp hng ho cng vi hng ca cc n v tham gia trin lm khc vn chuyn c container n Frankfurt theo hnh thc t ca n ca. Thng thng, chi ph vn chuyn cao hn nhiu (nht l khi vn chuyn hng n gian hng trin lm) t phng khch sn sm v gi thu phng s tng ln rt cao trong thi gian din ra hi ch. Khng ch c n v t chc hi ch mi cung cp dch v thu ch v gian hng, bn c th hi vn phng i din ca cc n v ny hoc cc cng ty hi ch trin lm khc ti nc din ra hi ch. Kim tra li cc tiu mc trong bng tng chi ph bao gm c chi ph vn chuyn hng trng by ti gian hng vi n v t chc hi ch hoc vn phng i din ca n v . Rt nhiu doanh nghip Vit Nam phi tr chi ph rt cao vn chuyn hng trng by t cng Trung tm trin lm vo ti gian hng (c bit l cc hi thng mi M). Nhiu khi, bn cn phi tr tin dch v lau dn gian hng sau hi ch. Bn c th tho thun vi cc cng ty Vit Nam khc tham gia trin lm cng s dng chung mt gian hng ln. iu ny s gip bn c u th khi thng lng vi n v t chc hi ch. Trc khi din ra hi ch, bn nn suy ngh xem sn phm no c th bn c v sn phm no nn tng cho khch hng (lu rng cc n v t chc hi ch thng khng cho php bn lm iu ny).

Mt gian hng b tr, trng by hp l chc chn s thu ht c s quan tm ca khch hng. Sau y l mt s cch bn c mt gian hng trng by sn phm thnh cng: Thu thp kch thc chnh xc ca gian hng v chun b bn thit k phc tho gian hng p, l mt v sng to trc khi n hi ch. Suy ngh cch trng by sn phm (cch k bn, gi hng ...). La chn hng mu v gii thiu mt vi b su tp sn phm c o nht ca doanh nghip. ng c gng gii thiu tt c nhng sn phm doanh nghip bn c m thay vo nn sp xp hng trng by theo ch hoc theo b su tp s dng nhng mu sc v hnh dng c th. ng bin gian hng trng by thnh nh kho hng. 55


t nhng sn phm c kch thc ln nhng ch d nhn nhm thu ht s ch ca khch thm quan. C rt nhiu ngi n y thm quan hng trm gian hng vi cch b tr, trng by khc nhau nn h khng thi gian dng qu lu mt gian hng no . V th bn hy c gng thu ht c s quan tm ca khch hng vi nhng mt hng tht ni bt v c o . Ti hi ch

6.4

Thnh cng khi tham gia hi ch khng ch ph thuc vo cch thc qung b v cng on chun b k lng trc hi ch m cn ph thuc vo cch ng x ca i ng nhn vin trong sut thi gian din ra hi ch. Nn b tr nhng cn b qun l kinh doanh c kinh nghim ti gian hng khi khch hng thc mc c th a ra cu tr li y , chnh xc t gy dng mi quan h c nhn: o to nhn vin (kin thc v sn phm v giao tip): i ng nhn vin kinh doanh phi c o to c th tr li c tt c cc cu hi, thc mc ca khch hng v qu trnh sn xut, s iu chnh hay thay i c th p dng i vi sn phm, gi c. Ngoi ra i ng nhn vin phi lun nhit tnh v nim n trong ng x khi tip n khch ti thm quan gian hng. Cc nhn vin khng nn ch ngi quanh gian hng, i khch n lin h m phi ch ng tip cn vi khch hng, hi thm thng tin v s thch, loi hnh doanh nghip, v tr, chc nng ca h trong cng ty (tham kho thm: phiu iu tra khch thm quan). C c nhng kin ca khch thm quan gian hng s gip cc n v trng by trin lm nh hng c ni dung s bn bc sau . Lun trung thc v thc t. Khng c a ra cu tr li khng chnh xc v cng khng ha nhng vic m bn khng th lm c sau . 56


6.5

Ghi chp li cn thn nhng thng tin, kin ca khch thm quan vo phiu iu tra. Lun nh cm theo phiu ny khi cn c th b sung thng tin cn thit. Khng nn c qu nhiu n v trng by trong mt gian hng (tu thuc vo din tch ca gian hng nhng vi din tch t 18-30 m th hai n v l hp l nht). Lun eo th ra vo. o di c th l mt la chn trang phc hp l cho phi n. Khi ni ting Anh hay bt k ngn ng no khc cn din t t tn v r rng. Vi nhiu ngi Chu u, rt kh nghe v hiu c iu ngi chu mun ni. Cch tt nht ngi nc ngoi c th hiu c bn l thu sinh vin Vit Nam du hc ti nc ngoi lm phin dch vin trong sut thi gian din ra hi ch. Lun lun gi v sinh gian hng sch s v ngn np. Sau hi ch

Nhng mi lin h bn c c trong thi gian hi ch s l bc khi u bn pht trin quan h hp tc kinh doanh. Trong rt nhiu trng hp, bn phi lin h i lin h li vi khch hng ri mi c th k kt c hp ng. Vic ln k hoch theo di danh sch mi quan h c c trong hi ch s gip bn t c nhng kt qu mong mun. Ngay t khi bt u, bn phi xc nh vic lin h vi nhng khch hng trao i ti hi ch s c thc hin nh th no, khi no v do ai thc hin (phng kinh doanh, i ng bn hng, vn phng i din). Khi theo di cc khch thc t v tim nng ti tham gia gian hng, bn nn: Gi li cm n v s quan tm ca khch hng Gi tt c cc ti liu hoc bo gi nh ha B sung thm nhng thng tin m khch hng quan tm nh ghi trong phiu iu tra Sp xp cc bui gp Ch nh nhn vin hoc i ng bn hng tng hp nhng thng tin thu c ti hi ch

Tham gia hi ch thng mi quc t rt tn km; v th cc n v tham gia trin lm nn tn dng thi gian thm quan mt s ca hng hoc gp g cc nh nhp khu ngay sau khi hi ch kt thc. Vic thm quan cc ca hng s gip bn xc nh c xu hng tiu dng hin 57


ti l g, nhng sn phm no c bn trn th trng, xu hng no sp ht mt. Ngoi ra, vic i thm cc ca hng v cc nh nhp khu cng gip cho bn xc nh c n v l ca hng bn l hay l chui ca hng xc tin bn hng c hiu qu, xem h c quan tm n sn phm bn ch