Luận văn thạc sĩ UEH một số giải pháp hoàn thiện hoạt động phân phối cho CTLD nhà máy bia việt nam tại TP HCM , luận văn thạc sĩ

BQ GIAO Dl.JC VA DAO T~O

TRUONG D~I

HOC KINH TE THANH PHO HO CHi MINH
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LUA~

CHUYEN NGHANH: QUAN TRl KINH DOANH
MA so: 5.02.05

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VA~

TllAC
. Si 1\ll()A ti()C
. 1\l~
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BQ_GIAO Ol)C VA £11\0 TAO .
TRUdNG fJH KINH

TE TPJiCM

THU VllJ;N

CJ0b3
~

NGlJ(H HUONG DAN KHOA HOC

PGS.TS.

vu CONG TUAN

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Ml)CLl)C

---0--LOIMODAU

1

sa LY LU!N VE HO~T

Chti
DQNG PHAN PHOI sAN PHAM

CUA DOANH NGHIJtP
1. KHAI NiftM

3

VE KENH PHAN I)H(h

3

1.1 . Dinh nghia kenh phan ph6i

3

·1.2. Tffm quan trQng cua kenh phan ph6i trong kinh doanh

3

1.3. Cac trung gian phan ph6i

3

1.4. Cfiu true kenh phan ph6i

4

1.5. Cac thanh vien cua kenh phan ph6i

5

2. THI.ET ~E

KENH PHAN PHOI

2.1 . Khai ni~m

v~

6

thie't ke' kenh phan ph6i

6

6

. 2.2. Cac bu'oc cd ban cua qua trlnh thie't ke kenh phan ph6i
3. QUAN LY KENH PHAN PHOI THONG QUA THUC DAY CAC
THANH VIEN KENH HO~
3.1 . Khai ni~m

quan

15

T DQNG

Iy kenh

15

3.2. Khuye'n khich cac thanh vien trong kenh ho~t
4. DANH GIA HO~T

xua't cac c1i~u

chi'nh kenh phan pho'i

VE HO~T

15
16

dong cua cac thanh vien kenh

Chu'dng 2. PHAN TICH THl}C TR~NG
T~I

15

DQNG CUA CAC THANH VIEN TRONG KENH

4.1. Ki€m tra danh gia ho~t
4.2 . D~

dong

16

DQNG PHAN PHOI

CTLD. NHA MAY BIA VIJtT NAM GIAI DO~N

1997-2002

1. Gldl THIJtU KHAI QUAT VE CTLD. NHA MAY BIA VIJtT NAM

17
17

sit hlnh thanh

17

1.2 .San phffm, thi tntong tieu thlJ.

17

1.1 . Lich

1.3. Ke't qua ho~t

dong kinh doanh giai do~n

1997-2002

1.4. M1J.c ticu pha.t tri€n cua CTLD. Nha May Bia Vi~t

Nam de'n nan 2010

18
19

2. cA.c vfiu TO ANn uudNG DEN KENH PI-IAN PHOI ci'JA CTLD. NHA

MAY BIA VIJtT NAM T~l

TI-ll TRUONG TP. HCM

20

2.1 . Hanh vi ngtfoi tieu dung

20

2.2. Di;ic diem cua san phffm

20

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2.3 . D?c di~m

cua thi tntong TP. HCM

20

2.4 . D?c di~m

cua cac trung gian thu'ong ITI(,li

20

3. PHAN TICH THVC TR~NG
BIA VlftT NAM T~I

HO~T

DQNG PHAN PHOI CUA CTLD. NHA MAy

Till TRUONG TP. HCM TRONG THOI GIAN QUA

23

3.1 . Ca'u true kenh phan ph6i

23

3.2. Hi~u

qua ho<,lt d<)ng cua cac thanh vien trong kenh phan ph6i

25

3.3. Hi~u

qua quan ly kenh phan ph6i cua CTLD. Nha May Bia Vi~t

Nam t~i

TP. HCM

28

3.4. C6ng tac thuc d§'y cac th~m
3.5 . Danh gia hi~u

vien kenh ho~t

dl)ng

30

qua ho?t dl)ng cua cac thanh vien trong kenh phan ph6i

Chu'ong 3. MQT SO GIAI PHAP HOAN THIEN 1-0~

32

T DQNG PI-IAN PHOI

CUA CTLD. NHA MAY BIA VIET.NAM T~I

TP. HCM

34

1. QUAN DIEM xA Y DVNG GIAI PHAP
1.1. Quan di~m

thu nha't

34

1.2. Quan di~m

thu hai

34

1.3. Quan di~m

th(t ba

34

2. MT,JC TIEU PHAT TRIEN CUA VBL GIAI DO~N

2002- 2010

34

2.1 . Dl)' ba o tang tru'dng cu a thi tru'ong bia giai do(,ln 2002 - 2010
2.2. M\lC tieu chie'n ltf<;ic cua CTLD. Nha May Bia Vi~t
3. MOT

so GIAI PHAP HOAN THIEN HO~T

CUA VBL T~I

THl TRUONG TP. HCM

Nam de'n nam 2010

35

DONG PHAN PHOI

36

3.1. Giai phap 1

36

3.2. Giai phap 2

37

3.3. Giai phap 3

39

3.4. Gicli phap 4
3.5. GicH phap s

40
46

4. cAc DIEU KIEN THT,fc HIEN GIAI PHAP

47

4.1. Di~u

ki~n

th(r nha't

47

4.2. Di~u

ki~n

th(t hai

47

'th(r ba

47

4.3. Di~u

ki~n

KET LU!N

49

T AI LI.ftU THAM KHA 0

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T6 chile va qmin ly kenhphan ph6i la mt)t chile nang qmin tri quan trQng dong
vai tro quy~t
dinh d~n
st,t t6n tt;ti va phat tri~n
cua doanh nghi~p.
NOi dung c6t loi
cua hot;tt dOng tieu thv san pha"m Clh doanh nghi~p
la t6 chile va quan ly mt;tng
htoi kenh phan ph6i san pha"m. Kenh phan ph6i la duong d§:n cac n6 lt,tc
marketing cua doanh nghi~p
d~n
thi tntong mvc tieu. Vl v~y,
xay dt,tng va quan
ly mOt kenh phan ph6i hi~u
qua d&ng nghia voi vi~c
doanh nghi~p
tt;to du'th~
ct;tnh tranh dai ht;tn.
San xufft bia la mOt nghanh cong nghi~p
kh6ng 16 tren quy mo to an diu.
Rieng (J Vi~t
Nam, nghanh cong nghi~p
nay dang tang tru?Jng voi t6c dO rfft cao
va 6n dinh, dt;tt khoan 15% m6i nam trong vong 10 nam qua. CTLD. Nha May
Bia Vi~t
Nam, san xua't bia Heineken va Tiger la nhung nhan hi~u
bia hang dftu
th~
gioi va tt;ti Vi~t

Nam. Vl v~y,
lt,ta chQn cong ty lam mOt di~n
hlnh nghien cuu
se c6 gia tri rfft IOn v~ m~t
khoa hQc cling nhu' tht,tc ti~n
kinh doanh. Cac k~t
qua
nghien cuu c6 gia tri ling dvng tht,tc ti~n
khong chi d6i voi rieng cong ty rna la
toan nghanh, d6i voi ba't ky mOt nha san xua't nao tham gia vao thi truong bia
Vi~t
Nam. Voi y nghia d6, t6i da m~nh
dt;tn chQn d~
tai "M()t S6 Giai Phap
Ho~m

Thi~n

TP. H6

Ho~t

D()ng Phan Ph6i Ciia CTLD. Nha May Bia Vi~t
Chf Minh ".

Nam T~i

Phudng phap nghien cuu trong lu~n
van nay la phu'dng phap duy v~t
bi~n

chung, dt,ta tren cd sd h~ th6ng ly lu~n
cua hQc thuy~
Mac- Lenin, ly thuy~
v~
khoa hQC quan tri Va cac mon khoa hQC khac, th6ng nhfft VOi cac_ quan digm chtl
tru'dng chinh sach ella dang va nha nu'oc d6i voi S\( phat tri€n cua nghanh cong
nghi~p
san xufft bia (J Vi~t
N am.
NOi dung cua

lu~n

van du'
Clutdng 1: Cd s?J ly lu~n

v~

hot;tt dOng phan ph6i cua doanh nghi~p.

Chtidng 2: Phan tich tht,tc trt;tng v~
Vi~t

ho~t

dt)ng phan ph6i cua CTLD. Nha May Bia

Nam tt;ti TP. H6 Chi Minh.

Clutdng 3: MOt s6 giai ph~1
May Bia Vi~t

Nam t(,li TP.

H6

hoan thi~n
Chi Minh.

hot;tt dOng phan ph6i cua CTLD. Nha

M?c du rfft c6 r~ng,
nhu'ng do khci nang nh~
th(tc va th0i gian c6 h(,ln, nen
ch~
ch~n
lu~n
an con nhi~u
ht;tn che'. Rfft mong nh~
dtty kie'n d6ng
g6p quy bau cua quy thfty cod~
d~
tai hoan chinh hdn.
Toi xin chan thanh cam dn PGS.TS. Vli Cong Tuffn da rfft ~nt
t1nh hu'dng dfin
t6i hoan thanh lu~n
van nay. Toi cling xin cam dn cac thfty co giao da giang d(,ly,

1

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truy~n

de:tt cho toi nhung kie'n thuc quy bau trong su6t qua trinh h9c t~p
D<;1i H9c Kinh Te'TP. H6 Chi Minh.

te;li tntong

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Chu'dng 1
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A

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·A

"""

CO SO LY LUAN
VE HOA T DONG PHAN PHOI
·,....?
SAN PHAM CUA DOANH NGHI~P
?

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1. KHAI NitM VE KENH PHAN PHOI

1.1. Dinh nghia kenh phan pho1
Vffn d~
tieu thv san ph~m
gill vai tro quan trQng trong ho~t
d()ng kinh
doanh cua m()t Doanh nghi~p
(DN). DN khong chi quan tam de'n vi~c
du'a ra
thi tntong san ph~m
gl voi gia bao nhi<~u
rna con la du'a san phffm ra thi tru'ong
nhu' the' nao. Day chinh la chile nang phan ph6i Clla marketing. Chile nang nay

dttcjc thlfc hi~n
thong qua m:;1ng luoi kenh phan ph6i san ph~m
cua DN.
Hi~n

khac
bai lu~n
phan
du'cjc

'

t<;1i, c6 nhi~u
dinh nghia khac nhau v~ kenh phan ph6i xufft phat tu slf
nhau v~ quan di~m
cua ngu'oi nghien cilu. Trong ph<;1m vi nghien cilu cua
van nay, nguoi vie't sU' dvng quan di~m
ra quye't d!nh quan ly kenh
ph6i cua nha quan tri
cac DN. Voi quan di~m
nay, kenh phan ph6i
d!nh nghia nhu' la MQt td clu[c quan hf ben ngoai DN di qudn lj cdc

o

ho{lt dQng phan pho'i, tieu th~
thi trztiJng.

sdn pha?m nhlim dl,lt cdc m~tc

tieu cila DN tren

1.2. Tfim quan trQng ciia kenh phan pho'i trong kinh doanh
Cac kenh phan ph6i t<;10 nen lcji the' qnh tranh phan bi~t
giua cac DN. D~
gia tang l<;Ji the' C(;lnh tranh hQ khong chi odn gian cung cffp san phfim va dich
VlJ t6t hdn d6i thu rna COn phai lam cho chung S~n
CO 0 dung thoi di~m,
dia
di~m
va each rna nguoi tieu dung mong d<;Ji. Hdn the' nua, kenh phan ph6i
khong nhung truy~n
tai hang h6a va dich vu,, rna con truy€n tai toan b9 n6 h;I'c
marketing cua DN tOi thi tru'ong ill\lC tieu.

1.3. Cac trung gian phan pho'i
C6 hai ly do cd ban d~

cac DN san xufft c6 th~

sU' dvng cac trung gian, d6

Ia:
- Chuyen mon hoa va phan cong lao d()ng
- Hi~u

qua tie'p xuc.

1.3.1. Chuyen mon h6a va phan cong lao d()ng
r5 rang dfiu tien c1€ tang hi~u

qua ho<,1t dong cua mQi t6 chuc.
Day la nguyen t~c
Nguyen tttc nay cling dtt<;Jc ap dQ.ng trong quan ly phan ph6i t~i cac DN. Cac cong
vi~c
phan. ph6i nhu mua, ban, chuy€n quyen
huu, v~n
tai, luu kho, Ct~
hang, cung
d(p thong tin ... c1u'<;Jc phan chia h<;Jp ly cho ngu'oi san xua't, 0<;1i ly, ban buon, ban le c1€
d<;1t hi~u
qua phan ph6i cao hdn.

sa

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1.3.2. Hi~u

qua tie'p xuc

Tu quan

di€m cth ngu'oi qmln ly kenh, hi<%u qua tie'"p xuc la mile d<) c6
g8:ng dam phan giua nhung ngu'oi ban va mua d€ d~t
cac mvc tieu phan ph6i.
Hlnh 1-1 chi ra m6i quan h<% giua hi<%u qua tie'"p xuc voi vi<%c· sll' d1.,1ng cac
trung gian: sll' d1.,1ng cac trung gian tang them se tang mile d<) hi<%u qua tie'"p

xuc. Bi€u nay khong c6 nghia la xac dinh hi<%u qua tie'"p xuc voi chuyen mon
hoa va phan cong lao d<)ng la tfit ca nhung thil cfin thie'"t d€ ra cac quye'"t dinh
v€ Slt d1.,1ng cac trung gian, mQt SeJ cac nhan teJ khac cfing cffn du'QC Xem xet
danh gia. Nhu'ng hi<%u qua tie'"p XllC voi n<)i dung chuyen mon h6a va phan
cong lao d<)ng se cung cfip cho ngu'oi quan ly kenh m<)t khung lam vi~c
co ban
d€ ph6i h<;1p cac bie'"n s6 khac trong quye'"t dinh slt dl.,lng cac trung gian thu'ong
m~1

B6n nha san xua't tie'p xuc voi bO'n nha
nha ban ban Ie- sO' tie'p xuc dn thie't
Ia 16

B6n nha san xua't tie'p xuc voi bO'n
nha ban le qua m9t trung gian ban
buon-s6 tie'p xuc dn thiC't la 8

IDnh 1.1 - Trung gian tang them lam ghim sff hiQ'ng eae tie'p xue
1.4. Ca'u true kenh phan phffi
1.4.1. Dinh nghia dtu true kenh
Cac kenh phan ph6i c6 ca'u true nhu' cac h<% th6ng m~ng
luoi bao g6m cac
DN va cac ca nhan d<)c l~p
va ph1.,1 thu<)c l~n
nhau trong qua trlnh t~o
ra ke'"t
qua la san phfi'm dtt<;1c nguoi tieu dung mua va sll' d1.,1ng. Vl v~y.
ta c6 th€ dua
ra dinh nghia v€ ciizt tnlc kenh phiin pho'i nlut Ia mi)t nhom cac thanh vien

phiin pho'i dzt(lc phiin b6? cho hp. Cac ciiu
ciia kenh ma tlj,p h(lp cac cong vi~c
true kenlz kftac nlzau CO each plzan clzia ccic COllg VifC plzall plzoz clzo CtlC
thimh vien kenh khac nhau.
I

1.4.2. Phanlo~i

ea'u true kenh

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1.4.2.1. Kenh phan ph6i trlfc tie'p: Hang h6a du'<;ic ngu'oi san xua't phan ph6i
tn;t'c tie'p de'n ngu'oi tieu dung khong qua ba't ky mot trung gian nao.

1.4.2.2. Kenh phan ph6i gian tie'p: Hang h6a du<;1c phan ph6i qua trung gian.
Tuy thu<)c do dai cua kenh, ta c6 cac
ba trung gian ...

1.5. Cac th~m

lo~i

kenh mot trung gian, hai trung gian,

vien cua kenh phan ph6i

Ta't ca cac ngu'oi tham gia vao kenh phan ph6i du'QC phan thanh hai lo~i:
cac thanh vien cua kenh va cac t6 chuc b6 trQ.

1.5.1. Cac th~m

vien cua kenh: C6 ba thanh vien co ban cua kenh:

'

1.5.1.1. NgliOi san xua't
Du'QC hi€u nhu' ngttoi san xua't, cung ca.'p dich Vl.J cho tieu dung khong xet
de'n quy mo. H9 c6 th€ la mot nguoi san xua't nho cho de'n mot t~p
doan kinh
te'.

1.5.1.2. Trung gian thlio'ng m~i

(TGTM)

TGTM Ia cac trung gian doc l~p
tr<;1 giup ngu'oi san xua't va ngu'oi tieu
dung cu6i cling trong vi~c
thl;t'c hi~n
cac chuc nang dam phan va cac cong
vi~c
phan ph6i khac. TGTM du'<;ic chia thanh hai ca'p, trung gian ban buon va
trung gian ban le.

- NgliOi trung gian ban huon: Trung gian ban buon c6

th~

chia ra thanh ba

lo<;ti chinh:

(1)

D~i

ly ban buon

(2) Ngu'oi moi gioi an hoa h6ng
(3) Chi nhanh va d~i

di~n

ban cua nguoi san xua't

- Nglioi trung gian ban le: Nguoi ban Ie bao g6m cac t6 chile kinh doanh,
cll'a hang tu' nhan ban hang h6a hay d~ch
cling.

v~1

tn;t'c tie'p de'n ngu'oi tieu dung cu6i

1.5.1.3. Cac t6 chuc b6 trq
Cac t6 chile b6 tr<;1 Ia cac cong ty kinh doanh tr<;1 giup thl;t'c hi~n
cac cong

vi~c
phan ph6i khac ngoai mua ban va chuy~n
quy~n
sd huu. Du'oi day la mot
s6 t6 ch(tc b6 tr<;1 ph6 bie'n nha't.
(1) Cac cong ty v?n tai

(2) Cac cong ty kho tang
(3) Cac cong ty quang cao
(4) Cac t6 chtrc tai chinh

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(5) Cac cong ty bao hi€m
(6) Cac cong ty nghien cuu thi tntong
2. THIETKEKENHPHANPHOI

2.1. Khai ni~m

v~

thie't ke' kenh phan pho'i

T6 chile cac kenh phan ph6i cua DN tren thi tntong la mot cong vi~c
quan trqng va phuc tc;tp. Tuy nhien, trong nhi~u
nghanh kinh doanh, kenh phan
ph6i da phat tri€n qua nhi~u

nam va trd thanh h~
th6ng mang tinh truy~.n
th6ng. Di~u
nay khong c6 nghia la kenh truy~n
th6ng luon luon hi~u
qua va
khong c~n
cai tie'n. Tren thl.fc te', cac DN b~t
buoc phai xem xet trong linh vl.fc
kinh doanh cua mlnh c6 t6n tc;ti kenh truy~n
th6ng khong va c6 cac loc;ti hlnh
TGTM nao s£n sang kinh doanh san phffm cua mlnh.
Xua't phat tu thlfc te' tren, chung ta c6 th€ xem cong ttic thief ke' kenh
phiin phoz Ia tat cd ctic ho{lt d{}ng lien quan de'n vi~c
phtit triin nhz1ng kenh
phiin phoz mui 11 nlu1ng 1uli tntuc do no cluta tdn t{li, hoijc cdi tie'n ctic kenh
hi~n
t{li sao cho dtip zing dzt(Jc ctic 11l{tC tieu phan phoz cua DN.

2.2. Cac blioc co ban cua qua trlnh thie't ke' kenh phan pho'i
Bztuc 1: Nhi,in d~ng

nhu cfiu phai t6 chtlc kenh phan pho'i

Tntoc he't DN din ph

thie't ke' kenh. Di~u
nay rftt
quan trqng, c1~
bi~t
khi DN c~n

cai t~w
cac kenh hi~n
c6 chu khong phai thie't
ke'" mot kenh hoa.n toan ml1i. Sau day Ia m(H st> tntong h~ip
cftn thic't ph<'li
quye't dinh thie't ke kenh.
(1) Khi phat tri€n Scln phfrm ml1i ho~c
dong san phfrm moi. Neu cac kenh
hi~n
c6 khong thich hQp voi san phfrm o~ch
dong san phffm moi, kenh moi
cc1n du'QC xay dlfng ho~c
cac kenh hi~n
t~li
phai Ou'QC sli'a d6i cho phil hQp.

(2) Khi du'a cac san phfrm hi~n

tc;ti vao thi tru'ong ml)C tieu moi.

(3) Khi c6 sv thay d6i cd ban trong mot s6 bie'n s6 cua marketing-mix. Vi
dv, chinh sach gia moi nhftn mc;tnh de'n gia tha'p c6 th€ yeu c~u
kenh phan
ph6i chuy€n sang ban qua nhung ngu'oi ban lc;ti gia tha'p nhu' nhung cli'a hang
h~

gi<:1.

(4) Khi thie't l~p

cong ty moi.

(5) Khi cac TGTM hi~n
tc;ti thay d6i chinh sach etta hQ c6 anh hu'dng de'n
ffi\lC tieu phan ph6i cua DN. Vi d\1, cac trung gian b~t
d~u
kinh doanh cac
nhan hi~u
rieng cua hq.
(6) Khi DN md ra cac klm v\fc thj tntong dja

ly moi.

(7) Khi xay ra nhung thay d6i moi tntong chu ye'u, c6 th€ la moi tntong
kinh te', van h6a, xa hoi, cc;tnh tranh, ky thu~
ho~c
lu~t
phap.

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(8) Khi xay ra xung d()t giil'a cac thanh vien cua kenh. Trong m()t s6 tntong
hQp xung d()t c6 th€ tro nen nghiem trQng de'n muc chi c6 th€ giai quye't n6
b~ng
each cai t(;lO kenh.
,

Bztoc 2: Phan tich cac lqi ich mong dqi cua khach hang
Cffu true kenh phai thoa man nhil'ng mong dQi cua khach hang m\lC tieu
khi hQ mua san phftm. M()t s6I9i ich cd ban cua nguoi tieu dung bao g6m:

- Thong tin: Thong thu'ong, ngu'oi mua c6 kie'n thuc h1;1n che' v~

san ph§'m
ho~c
dinh V\1 rna hQ mu6n mua. Cac trung gian dUQC chQn vao kenh se thong
tin voi ngu'oi mua qua tru'ng bay va ban t~i cU'a hang.
- SQ' ti~n
lqi: Nghia Ia ngu'oi mua doi hoi sv d~
ffiQt san ph§'m, 0 CaC khia C(;lnh nhu' thoi gian mua S~m,

dang thvc hi~n
vi~c
mua
V~n
chuy€n hang h6a ...

- SQ' da d~ng:
Phan anh y thich d1a ngu'oi mua mu6n c6 nhi~u
phftm d€ Iva chQn.

- Dfch

VQ

h~u

mai: Nhu' hd trQ tin dl,mg, cong tac v~n

chuy€n, l~p

lo1;1i san
d~t,

sua

chua, bao hanh ...

Bzt{/c 3: Xac djnhva pho'i hDN c§n phai xac djnh CclC m~lC
tieu phan ph6i rna h~
th6ng kenh c§n d~lt
dtl'QC. :£>€ lam di~u
nay, ngu'oi quan ly kenh cfrn ph£li th\l'c hi~n
3 cong Vi~c
sau:
- Ph6i hQp cac mvc tieu phan ph6i voi cac ml,IC tieu va chie'n lu'QC cua cac
bie'n sfS marketing-mix khac, Va cac ffil,IC tieu, chie'n lu'QC kinh doanh chung
cua DN.
- Xac djnh cac m~lC

tieu phan ph6i va tr)nh bay chung m()t each ro rang.

- Ki€m tra cac m\lC tieu phan ph6i d€ xac dinh chung c6 phu hQp voi cac
ffil,IC tieu Va chie'n lu'QC marketing, cac fi~lC
tieu chie'n lu'QC chung khac CUa

DN.

Bztoc 4: Phan lo~i

cac cong vi~c

phan pho'i

Sau khi ffi\lC tieu phan ph6i da dtiQC xac l~p
va ph6i hQp, cac cong vi~c
phan ph6i phai du'QC thvc hi~n
nh~m
dl;lt du'QC cac m~lC
tieu nay. Xac dinh cac
cong vi<$c phan ph6i dfry du, chi tie't se giup ngu'oi quan ly kenh phan chia
cong vi~c
phan ph6i m()t each h<;1p ly. Cac cong vi~c
phan ph6i tdng quat bao
g6m cac ho~t
d()ng mua, ban, thong tin, v~n
tai, lu'u kho, chiu tui ro, tai chinh,
chia nho hang h6a, va nhi~u
cong vi~c
khac.
Tfft nhien, cac lo(;li cong i~cv
phan ph6i Cl,l th€ du'QC yeu cfru c§n phai xac
dinh thanh t~p
hQp cong vi~c
cua tung lo(;li DN C\1 th€.

Bztuc 5: Danh gia cac ye'u to' anh htidng de'n ca'u true kenh
7

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DN phai phan tich cac ye'u to' anh huang de'n dtu true kenh va ki€u quan
h~
trong kenh d6 c6 din cu ll,ta chQn ellu true .kenh va muc d9 lien ke't trong
kenh phu hqp. Cac bie'n so' chu ye'u la:

(1) D~c

di~m

cua thi tniong mt;tc tieu: C6 bo'n bie'n so' co ban ella thi

tru'ong anh huang de'n cffu true kenh:

- Dja

ly thi trtiong: Th~

hi~n

0 vj tri Clla thi tru'ong va khoang each tu nlia
san xufft de'n thi tru'ong. C6 m9t chi d~n
chung, ne'u khoang each giua nha san
xu!t va thi tnfong ella no cang Wn thl cang c6 kha nang sll' d\mg cac trung
gian se co chi phi tha'p hun phan ph6i tr~I'c

tiGp.
I

- Quy mo thj trtiong: S6luc;1ng khach hang ella thi tru'ong xac dinh quy mo
cua thi trll'ong. M9t chi d~n
chung, ne'u thi tru'ong c6 s6lu'c;1ng khach hang cang
IOn thl vi~c
sll' dt,Ing trung gian la cang cfrn thie't va ngu'c;1c l<;d

- M(H d() thi trtiong: S6 lu'c;1ng nguoi tieu dung tren m9t don vi di~n
tich
xac dinh m~t
d9 thi tru'ong. Nhln chung, m~t
d9 thi tru'ong cang thffp thl phan
ph6i cang kh6 khan va t6n kern. C6 m9t chi d~n
chung, ne'u thi trll'ong cang
phan tan thl cfrn sli' d\lllg cac trung gian va ngu'QC l(;li.

(2) Hanh vi cua ngtiOi tieu dung mt;tc tieu
Who: hQ Ia ai?
What: hQ mua gl ?
When: hQ mua khi nao?
Where: hQ mua

o dau?

How: hQ mua nhtf the' nao?
M6i h~m
vi cua nguoi tieu dung c6 nhung anh huang khac nhau de'n cl:lu
true kenh. Sau day Ut vi d\1 v€ hanh vi mua va m9t so' c!u true kenh tuong ling

c6 th€ du'Qc sll' dt,Ing.

Bang 1.1-Vi dt;t v~

hanh vi mua va m()t s6 ca'u true kenh ttidng ung
HANH VI MUA

CAU TRUC KENH TUONG UNO

How: cac khach hang mua s6 ht<;Jng nho

Kenh dai

When: mua hang theo thai V\1

Tang cac trung gian cua kenh dS dap
ling du'Qc nhu diu

Where: khach hang mu6n mua t~i

nha

tru cac trung gian ban buon va
Lo~i

ban
Who: vc;1 va chang cling quye't djnh mua

le.

Phan ph6i qua nhung ngttoi ban Ie
chuyen ban cho cac c~p
v<;J chang

8

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(3) D~c

di~n

cua San phfim: Mot s6 d~c

di€m quan trQng cua san phffm
bao g6m tinh d€ hong, trQng httieu chuffn h6a, cac dich VlJ d~t lp
va bao du'ong san phffm (muc do ky thu~),
tinh moi 1(;1.

- Th~

tich va tn,mg lu'Q'ng: Cac san phffm n~g

va cdng kSnh c6 chi phi
bO'c dd va chuyen chd ra't IOn so voi gia tri ciia n6. Ca"u true kenh cho lo<;1i san
phffm nay theo nguyen t~c
chung la cang ng~
cang t6t.

- Tinh d~

bj hu' hong: Cac san phffm tu'oi s6ng va cac san phffrn mau 16i
thoi gQi chung Ia nhung san phffm mau hu hong. Kenh phan ph6i trong trliong
hQp nay phai dam bao chuy€n nhanh chong san ph§'m tu ngu'oi san xua"t de'n
nguoi tieu dung.

- Ghi tri do'n vi san phfim: Nhln chung, gia tri don vi Sclll phffm dtng thf{p
thl cac kenh cang nen dai han. Bdi vl d6i voi lo<;1i san phffm nay, ngu'oi san
xua"t chi danh phfrn nho cho chi phi phan ph6i. Su dvng mot hay nhiSu trung
gian d€ cho chi phi phan phcJi du'QC chia se bdi cac san phffm khac rna cac
trung gian nay dang kinh doanh, Va ngu'oi tieu dung moi CO th€ mua du'QC san
phffm d cac di€m ban le voi gia hQp ly.

- Muc d() tH~u

chufin h6a: Nhung san phffm du'Qc s.an xua"t theo yeu cfru

khach hang dl,l'oc phan ph6i trl,l'c tie'p tu ngu'oi san xua"t de'n ngu'oi tieu dung,
con cac san phffm du'Qc tieu chuffn h6a cao han thl du'trung gian han.

- Tinh moi 1~:

San phffm moi yeu cfru xuc tie'n m<;1nh me va tich qtc d giai
do<;1n gioi thi~u
d€ t(;lo nen nhu du ban dfru. Vl v~y,
kenh g~n
du'Qc xem nhu'

lQi the' d€ dl;lt sl,l' cha'p nh~
san phffm.

(4) D~c

diim cua cac TGTM: Cac TGTM c6 anh hu'dng Ion de'n t6 chile

kenh. Ngu'oi quan ly kenh phai xem xet hi~n
c6 nhung lo<;1i trung gian nao
tren thi tntot1g, kha nang, m~t
m(;lnh, m~t
ye'u trong n6 ll,l'c thl,l'c hi~n
cac chile
nang phan phO'i cth hQ. Cac trung gian c6 kha nang khac nhau trong vi~c
thl,l'c
hi~n
quang cao, htu kho, khai thac khach hang, cung ca"p tin dvng ...va hQ c6
khach hang mvc tieu rieng.

- Kha nang s~n

sang: Trong mot s6 truong h<;1p, kha nang·ct1a cac trung

gian ang hu'dng de'n ca"u true kenh. Mot sO' DN chi ban san phffm qua cac cua
hang cua chinh n6 bdi vl hQ cho r~ng
cac trung gian hi~n
t(;li khong th€ cung
ca"p cac thong tin thi tru'ong cfrn thie't cho khach hang.

-Chi phi phan pho'i: Chi phi sii' dvng cac trung gian la co sd d€ chQn ca'u

true kenh. Ne'u ngu'oi quan ly kenh xac dinh r~ng
cac chi phi d€ su dvng trung
gian la qua cao cho cac dich V~l thl,l'c hi~n,
ca"u true kenh ch~
ch~n
nen giam
thi€u vi~c
sii' dvng cac trung gian.

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rna cac trung gian cung cilp cho khach hang cfing 1~
m<)t din cu quan trQng d~ chQn cilu true kenh va cac thanh vien kenh. Nguyen
uic co ban d~ danh gia cac dich v1,1 c1ua ra bai m9t trung gian c1,1 th~ la xem hQ
c6 th~
thl,l'c hi~n
chung hi~u
qml. nhilt chi phi tha'p nhilt khong.

- Cac djch Vl,l: Dich

V\1

a

(5) Dijc di~m

ci1a DN: Day cfing la din eli quan trQng khi t6 chuc kenh
phan ph6i. C6 cac ye'u tO' quan trQng ci'ta DN ~inh
huang c1e'n thie't ke' kenh la:
- Quy mo: Nhln chung, vi~c

ll,l'a chQn cac cilu true kenh khac nhau ph1,1
thu<)c vao quy mo DN. Quy mo cua DN se quye't c1inh kha nang cua DN tlm
c1u'<;1c cac thanh vien kenh thich h<;1p. Cac DN c6 quy mo IOn c6 mile c19 linh
ho(;lt cao hon trong vi~c
chQn cac cilu true kenh so voi cac DN nho.

- Kha nang tai chfnh: Kh~1

nang tai chinh d1a DN se quye't dinh n6 c6 th~
thl,l'c hi~n
cac chile nang phan phO'i nao va phai nhuong cho cac thanh vien
khac nhung chlfc nang nao.

- Kinh nghi~m

qm1n ly: Khi m9t DN thie'u cac ky nang va kinh nghi~m

quan ly cffn thie't c1~ thl,l'c hi~n
cac cong vi~c
phan phO'i, hQ phai dl,l'a vao cac
tung gian c1~
thl,l'c hi~n
cac chile nang nay. Qua thoi gian, khi DN c6 kinh
nghi~m,
n6 c6 th~

thay c16i cilu true kenh nh[\m giam mile c19 plw thu<)c vao
ca.c trung gian.

- Cac

ffi\IC

tieu va chie'n lu'Q'c: Ml,lc tieu va chie'n lu<;jc chung va chie'n

lu<;jc Marketing ci'ta DN se anh huang c1e'n quye't c1inh mo r<)ng hay h(;ln che' slt
d\tng cac trung gian. Vi d\1, cac chie'n ]UQC c1oi hoi thich lfng nhanh chong voi
de thay c16i ci1a thi truong se c1oi hoi xac l~p
cac cilu true kenh c6 th~
thl,l'c
hi~n
du'Qc diSu nay.

(6) Dijc di~m

va xu the' v~n

d()ng cua moi tniong marketing: Bao g6m

tilt ca cac nhan tO' ben ngoai khong th~
c1i~u
khi~n
Ou'QC tac c19ng c1e'n vi~c
thie't ke' cilu true va quan ly kenh phan phO'i theo thi tru'ong ffil,lC tieu. Cac ye'u
tO' moi tru'ong chinh bao g6m:
- Kinh te'

- Van h6a-xa h9i
- Ky
-

thu~-cong

Lu~t

ngh~

phap

- CC;lnh tranh

Bllac 6: Phat tri~n
chi~u

, D~
d~,

c6 th~
b~

cac ca'u true kenh phan pho'i co th~

thay the'

xac ding du'qc cilu tuc kenh, ta phcli xac djnh ba bie'n sO' chu ye'u:
rong va lo(;li trung gian ella kenh.

10

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(1) Xac dinh chi~u

dai cua kenh: DN phcH chQn s6lu
gian c6 m~t
trong kenh til kenh tn,tc tie'p cho de'n cac kenh gian tie'p c6 nhi€u
dtp d() trung gian.
Kenh tn,tc tie'p

GU-~J

(M-C)

Kenh gian tie'p 1 d(p
(M-R-C)

GJr-~

Kenh gian tie'p 2 dip
(M-W-R-C)
Kenh gian tie'p 3 d(p
(M-A-W-R-C)

IDnh 1.2 .; Ca'u true kenh truy~n

th6ng cu~

hang tieu dung

Ghi chzi: - M: Nguoi san xufft
-A:

D~i

ly

- W: Nguoi ban huon
- R: Nguoi ban

h~

- C: Nguoi tieu dung

- Kenh trt;ic tie'p: d day ngu'oi san xufft ban tn,tc tie'p hang h6a cho nguoi
tieu, dung cu6i cling

·

- Kenh gian tie'p ca'p 1: Hang h6a du'cjc phan ph6i til nguoi san xufft qua
nguoi ban Ie de'n nguoi tieu dung.
- Kenh gian tie'p 2 ca'p: Trong kenh c6 them nguoi ban buon
- :Kenh gian tie'p 3 ca'p:

d day d~i

ly ducJc stt dvng d~

t~p

h
hang h6a voi kh6i lu'cjng IOn.
Ngoai ra con c6 nhung kenh c6 nhi~u
cffp d() trung gian hon. Theo quan
di~m
cua nha san xufft, kenh cang nhi€u cffp trung gian thl DN cang it c6 kha
nang ki~m
soat va ho~t
d<)ng cua n6.

(2) Xac djnh chi~u

r()ng cua kenh: f)~

d~t

du'<}c S\1' tie'p c~n,
bao phu va
khai thac thi tru'ong t6t nhfft, DN phai quye't djnh s6 lu'~6i
cffp d() phan ph6i trong kenh. Cac phu'ong thuc phan ph6i khac nhau se
giup DN d~t
tOi cac mvc tieu nay. DN c6 th~
nghien cuu v~n
dt,mg m()t trong

ba phu'ong thll'c phan ph6i sau:

11

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- Phan ph6i r()ng riii: DN c6 g~n
dua san ph~m
nguoi nguoi ban buon va ban Ie cang t6t.

va dich Vl,l tOi cang nhieu

- Phan ph6i d()c quy~n:
Chi c6 m9t TGTM dam nhi~m
pha·n ph6i d<)c
quye~
san ph~m
cua DN 0 m9t khu vvc dia Iy Cl,l thl Phan ph6i d<)c quyen dS
xay ra tlnh tr~ng
thao tung thi truong cua trung gian, ho~c
gay ap Ivc bfft IQi
choDN.
- Phan ph6i chQn lQc: DN tlm kie'm m<)t s6 TGTM thich hQp d€ phan ph6i
san ph~m
cua hQ 0 m<)t khu vvc thi truong c(l thl Phan ph6i chQn IQC dva tren
nguyen t~c
80/20 giam chi phi nhung tang hi~u
qua. Phuong phap phan ph6i
nay Ia m<)t each trung hoa hai phuong phap vua neu tren.

(3) Xac dinh cac lo~i
trung gian tham gia vao kenh: Co so d€ DN c6 th€
Iva ch9n cac trung gian thich hQp chinh Ia d6i tu{jng khach hang, phuong thuc
va hi~u
qua kinh doanh cua hQ. DN din Sl( dt.tng cac phan tich ve trung gian 0
phffn truoc d€ xem xet Iva chQn. DN ciing c6 th€ ban san ph~m
qua nhieu
Io~i
trung gian khac nhau.
(4) S6lu'Q'ng cac ca'u true kenh co th~
thay the': Nguoi quan ly kenh phai
xac dinh ta't ca ba bie'n s6 cua cffu true kenh bao g6m s6 cffp d<), m~t
d9 v~
lo~i
trung gian trong phat tri€n cac ca'u true kenh c6 th€ thay the'. Vi dt.t, c6 3
cffp d9 kenh, 3 m~t
d9 kenhva 5 lo~i
trung gian khac nhau, s6Iu(,1ng cac Io~i
ca'u true kenh c6 th€ se Ia:3 x 3 x 5 = 45 cffu ttruc kenh c6 th€ thay the' cho
nhau. Tren thvc te', s6 cac phuong an kha thi cho m6i bie'n s6 thuong du{jc giOi
h~n
d€ don gian h6a cong vi~c
Iva ch9n kenh.
Blluc 7: Ltfa chQn ca'u true kenh phfin ph6i t6i u'u

E>€ Iva ch9n ducjc kenh phan ph6i t6i uu, nguoi quan Iy cffn phan tich m9t

s6 yeu cffu rna DN d~t

ra cho h~

th6ng kenh d€ d~t

- Yeu cffu bao phu thi truong ci1a h~

ID\lC tieu phan ph6i:

th6ng kenh

- Mile d9 dieu khi€n kenh mong mu6n
- T6ng chi phi thffp nhfit
-Dam bao sv linh

ho~t

cua kenh hcjp ly.

M~c

du khong c6 phuong phap chinh xac d€ ch9n cffu true kenh t6i uu
nhung c6 m<)t s6 phu'ong phap cung ca'p co so d€ Iva ch9n. Cac phttong phap
nay giup nhung nguoi quan Iy kenh c6 th€ c1anh gia nhung nhan t6 dang anh
huang de'n ca'u true kenh, ch9n ducjc ca'u true kenh c6 th€ giai quye't vi~c
phan
b6 cac cong vi~c
phan ph6i t6i uu.
di€m cua san ph~m
Phlidng phap 1: Phuong phap nay d\ta vao cac d~c
chQn cfiu true kenh. Ce:1c san ph~m
ducjc mieu ta qua nam d~c

di€m sau:

d€

12

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- Ty 1~

thay the" vE/ttin so' mua boi nguoi tieu dung.

- L<;1i nhu~

rong: t6ng l<;1i nhu~

- MU'c do dich

V\l

rong cua san phffm khi chuy€n qua kenh.

cung d{p kern theo san phifm khi ban.

- Thoi gian yieu dung, tu6i th9 cua san phffm.
- Thoi gian tlm kie"m san phffm.
Sau d6 nguoi quan ly kenh phan loe;li san phffm dga vao muc do cac d~c
di€m cua chung.

Bang 1.2- Phan nh6m d~c
D~c

di~m

dil~m

san phfi'm
Nh6ml

Nh6m2

Nh6m3

Cao

Trung blnh

Thffp

Thffp

Trung binh

Thffp

3. Dich v1.1 khach hang

Thffp

Trung blnh

Thffp

4. Thoi gian tieu dung

Thffp

Trung binh

Thffp

5. Thoi gian ti€m kie"m

Thfip

Trung blnh

Thffp

1. Ty 1~
2. L<;1i

nhu~

thay the"
rong

- Kenh dai thich h<;1p cho san phifm nh6m 1. Cac lo<;ti hang tieu dung thuoc
lo<;ti nay.

- Kenh ngiln thich h<;1p cho san phifm nh6m 3. Day la lo<;ti hang h6a c6 mtl'c
do tieu chuffn h6a va chuyen mon h6a thffp.
- Kenh trung blnh thich h<;1p cho san phffm nh6m 2, m~c
du du'QC san xufft
theo tieu chuifn nhu'ng cffn mot mli'c c1o linh ho<;tt d€ dap U'ng nhu cffu stl' dl;lng
chung nhu' otO, xe may, tivi...o day ft nha't c6 mot trung gian tham gia vao
kenh.
Nhu'QC di€m cua phu'dng phap nay la qua nhffn m<;tnh vao cac d~c
di€m
ella san phffm khi quye"t d!nh cffu true kenh rna khong tinh de"n cac ye"u to'
khac.

Phtio'ng phap 2 - Phtio'ng phap tai chinh: Phuong phap nay cho ding
bie'n

s6 quan tr9ng d€ h!a ch9n

ca"u true kenh la tai chinh. Khi DN co' gilng rut
ng~
cac kenh se yeu cfiu dfiu tu' nhi0u v6n hon cho phan ph6i, ho~c
c6 g~n
keo dai kenh d€ chuy€n ngu6n tai chinh tru'oc day sil' dl;lng cho phat;t pho'i nay
dffu tu' cho cac ffil;lC tieu khac.

Bzt{/c 8: Ll}.'a ChQll cac thanh vien ciia kenh phan pho'i
'

Vi~c

tuy€n ch9n thanh vien cho kenh la phfin i~cv

cu6i cua vi~c
thie"t ke"
kenh. Day la vi~c
lam quan trQng anh huang IOn de"n sv t6n t<;ti va hi~u
qua

13

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ho~t

d(;)ng cua kenh. Quye't dinh tuySn ch9n Ia thuong xuyen, cffn thie't ngay
ca khi khong thay d6i ca'u true kenh.

Vi<$c tuySn ch9n c6 mO'i quan h<$ m~t
thie't voi cuong d(;) phan phO'i. N6i
chung, ne'u m(;)t kenh du<;1c thie't ke' chu trQng kha u phan phO'i c6 cuong d(;) cao,
cac trung gian cua kenh thuong dtt,ic tuySn ch9n trong ph~m
vi nha't djnh.
Ng1.t<;1c I~i,
Iie'u thie't ke' kenh chu tn;mg kiSu phan phO'i ch9n l9c, cac th~m
vien tudng lai se d1.t<;1c xem xet cffn th~n
va quye't dinh hfa ch9n cang trd nen
quan trQng han. Qua trlnh h,ta ch9n thanh vien kenh bao g6m ba buoc co ban
sau:
(1) Xac dinh cac tieu chufin ltfa chQn: Bao g6m:
- Kha nang tai chinh
- Quy mo

- Sue m~nh

ban hang

- Dong san phffm
- Danh tie'ng
- Chie'm llnh thi tntong
- Kha nang quan tri
- Quan diSm, thai c1o
(2) Tim kie'm cac thanh vien kenh co klui nang: qua cac kenh thong tin
sau:
- Llfc lu<;1ng ban hang cua DN
- Cac t6 chile, hi~p

h(;)i thuong m~i

- Cac khach hang

hi~n

t~i

-Quang cao
- H(;)i ch<;1, tri~n

Him

- Cac ngu6n khac.
(3) Thuye't phQ.c cac thanh vien cua kenh: Qua trlnh tuySn ch9n mang
tinh cha't hai chi~u.

Khong chila ngttoi se:'ln xua't tuySn chQn rna cac trung gian,
d~c
bi<$t la cac trung gian IOn, d1.t<;1c t6 chile tO't cho tha'y r~ng
h9 cling c6 thS
ll,l'a ch9n nguoi rna h9 se d~i
di<$n ban. Nha san xua't, tnr cac nha san xua't da
c6 uy tin va hlnh anh d~c
bi<$t, khong th€ cho d<;1i cac trung gian c6 cha't lu'<;1ng
tv dung vao d(;) ngii thanh vien kenh rna h9 phai n6 h,tc t~o
d(;)ng co tham gia
'cho cac trung gian. Nhln chung, c6 bO'n l<;1i ich rna nguoi trung gian mong d<;1i
khi quye't dinh tham gia vao kenh phan phO'i cua nha san xua't:

14

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- Dong san phfim mang l~i

l<;1i nhu~

t6t.

- Sl! giup do v~

qm'lng cao, xuc tie'n ban hang

- Slf tr<;1 giup v~

quan ly.

- Cac chinh sach buon ban cong b~ng

va moi quan h~

huu nghi.

3. QUAN LY KENH PHAN PH()I THONG QUA THUC DAY CAC THANH VlE.N
KENHO~TDQG

3.1. Khai

ni~m

quan ly
ld~nh

Quan ly kenh du'QC hi~U
la toan b() cac cong Vi~c
quan ly di~u
hanh ho~t
d()ng cua h~
th6ng kenh nh~m
dam bao Slf hQp tac dai h~n
giua cac thanh
vien kenh da du'QC hja chQn, qua d6 thlfc hi~n
cac ffil,lC tieu phan ph6i cua DN.

3.2. Khuye'n khich cac thanh vien trong kenh ho~t

d()ng

Th~c

dfiy cac th~m
vien kenh ho~t
d()ng la n()i dung bao trum trong quan
ly kenh phan ph6i. D~
cac thanh vien trong kenh h

che, lau dai
trong ho~t
d()ng tieu thl,l san phfim, ngu'oi quan ly kenh cftn giai quye't ba va'n
d~
co ban sau:
(1) Tim ra nhung nhu cftu va nhung trd ng~i
(2) Tren co sd nhung nhu cftu va vu'ong m~c
nhung tr<;1 giup c1,1 th~
tU' phia DN.

- Tr<;1 giup v~
- Xac l~p

cua cac thanh vien trong kenh
d6, ngu'oi quan ly kenh du'a ra

tai chinh

slf 6n dinh khu V\tc thi tntong tieu th\l

- Tr<;1 giup v~

v~n

chuy~n

- Tr<;1 giup v~

khuye'n mai

- Tr<;1 giup v~

hua'n luy~n

dao t~o

d() ngii ban hang

- Tr<;1 giup nang cao trinh d() qm\n

ly. ..

(3) Sil' d\mg quy0n llfc m()t each kheo leo trong quan ly kenh. Co sd quy~n
llfc dS tie'n hanh quan ly kenh nhln chung ph1,1 thu()c vao quy mo cua DN so
voi cac thanh vien khac trong kenh. Ky lu~t
luon di doi voi khuye'n khich
d()ng vien nh~m
dam bao cac chuang trlnh khuye'n khich phat huy hi~u
qua t6i
da.

4. DANH GIA HO~

T DONG CUA CAC THANH VlEN TRONG KENH

Trong quan ly kenh dai h~n.
cftn phai danh gia d!nh ky hi~u
qua ho~t
d()ng
cua cac thanh vien kenh. Day la chla kh6a ngan ch~n
tlnh tr~mg
ma't thanh
~ien
trong kenh dfrn de'n h~ qua giam doanh s6 ban, giam l<;1i nhu~
ho~c
xa'u
ma't di m()t vai khu vlfc thi tru'ong nha't dinh.
han la DN c6 th~

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4.1. Ki~m

tra danh gia ho~t

d()ng cua cac th~m

vU~n

kenh

Bay la sl,l' xem xet t6ng h<;1p va mang tinh thoi ky v~
thanh vien trong kenh. Qua tdnh kit~m
tra g6m nam bu'oc:

hot;tt d()ng cua cac

Bzt{lc 1. Phat tri€n cac tieu chuffn do Iuong hot;tt d(>ng bao g6m:
- Doanh

s6 ban

- Mile d() duy trl t6n kho
- Kha nang ban hang, quan Iy ban hang
-Thai d() cua cac thanh vien trong kenh

Bzt{lc 2. Xac dinh ty trQng phan anh tfrm quan trQng tu'ong d6i ·cua m6i tieu
chuffn

Bztuc 3. Cac tieu chuffn du'<;fc danh gia va xe'p h<;tn theo thang muc d() tu 0 de'n
10
Bzt{lc 4. Di€m cua m6i tieu chuffn du'<;fc nhan voi ty trQng cua tieu chuffn d6
Bzt{lc 5. Cac danh gia cua tUng tieu chuffn xet theo ty trQng du'<;fc c()ng lt;ti d€
xe'p ht;tng ho<;tt d()ng toan b() cho m6i thanh vien kenh.

4.2. D~

xufft cac di~u

chinh kenh phan pho'i

Dt;I'a tren nhung danh gia hot;tt c1()ng cua cac thanh vien kenh, ngttoi quan
ly kenh se c6 nhung d@ xua't cac bi~n
phap di@u chinh h<;fp ly d€ phat tri€n
hot;tt d()ng cua cac thanh vien kenh.

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Chtidng 2

PHAN TiCH THl)'C TR~NG
VE, HO~
T DONG PHAN
'
"
PHOI T~I
CTLD. NHA MAY BIA VI~T
NAM
GIAI DO~.N
1997-2002
,.~

1. GIOI THI¢u KHAI QUAT VE CTLD. NHA MAY BIA vr¢T NAM

1.1. Lich sii' hinh th~m

H<;1p d6ng lien doanh thanh l~p
CTLD. Nha May Bia Vi~t
Nam, con g9i la
VBL, du'<;jc ky ke't t(;li TP. HCM gay 5/12/1991. L€ dong th6 xay dljng nha
may bia du'QC t6 chuc vao ngay 511211992 va 1€ khanh thanh di€n ra vao ngay
19/1111993.
cong ty san xufft bia Tiger va Heineken la nhung nhan hi~u
bia n6i tie'ng
voi ph6 bie'n t(;li Vi~t
Nam.
tftm cCJ the' giOi. E>ay cling la nhung lo(;li bia tuy~
Ngoai hai nhan hi~u
nay cong ty con san xufft bia Bivina- mot nhan hi~u
bia
dia phu'ong d€ phvc vv thi hie'u nguoi tieu dung c6 thu nh~p
trung blnh.
Hai bentham gia lien doanh trong dl,l' an nay la T6ng cong ty Thu'ong MC;li
Sai Gon (SATRA) va t~p
doan Asia Pacific Brewery (APB) cua Singapore.
SATRA trljc thuoc UBND TP. HCM, du'vao ngay 211111995 va la
mot trong nhung t~p
doan thu'ong m(;li hang dftu cua TP. HCM. APB du'<;jc
thanh l~p
vao nam 1930 t(;li Singapore, la mot lien doamh giua F va N
Singapore voi Heineken NV Ha Lan. Nha may bia APB voi nhan hi<$u n6i
tie'ng - bia Tiger, la mot b~ng
chung vS cong ngh<$ san xufft hi<$n de;li nhfft
trong nghanh san xua't bia.
Nha may bia t9a l(;lc t(;li qu~n

12 tren thU'a dfft rong 12 hecta. Cong sua't san
xua't ban da'u cua nha may la 50 tri<$u lit/nam. Sau khi hoan thanh giai do(;ln
mCJ rong, cong sufft san xufft da du'VBL da c6 nhung buoc phat tri€n t6t trong nhung nam qua, va la nha may
bia dftu tien t(;li Vi<$t Nam du'Qc d(p b~ng
chung nh~
tieu chufin chfft lu'Qng
qu6c te' ISO 9001:2000.

1.2. San phffm, thi tniong ti~u

th\1

Hi<$n t(;li cong ty san xufft va kinh doanh ba nhan hi<$u bia Heineken, Tiger
va Bivina voi nhiSu chtmg lo(;li khac nhau.
V S thi tru'ong tieu tlw, hi<$n t(;li dt~Jc
phan chia U'tm b6n khu V\fc thi tntong
.chinh. M6i klm Vl,l'C c6 mot van phong ticu th\1 plwc V\1 cong tac v~n
chuy€n,
htu kho, ban hang.
- Khu vljc TP. H6 Chi Minh.

BO GIAO Dl)C VA DAO T~.0

TRUC5NG f)H KINI-I TE TP.HCM

THUVI:¢N
/if 12
";'}t).bv)

-~

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- Khu vvc Mi~n

Trung.

- Khu vvc mi~n

Dong Nam BQ.

- Khu vvc D6ng B~ng

Song CU'u Long.

Bang 2.1 -Co dtu san philm

Chai thuy tinh

Nhan hit;u

Lon

Heine ken

330 ml

330 ml

Tiger

330 ml, 640 ml

375 ml

Bivina

450 ml

330 ml

1.3. Ke't qua ho~t

Bia tudi

Draught
'

d()ng kinh doanh giai do~n

1997-2002

1.3.1. Doanh sfi ban cua VBL
Bang 2.2- Doanh sfi ban 5 nam (1997-2002) cua VBL
DVT:hl
Lo~i

Nam

bia
97/98

98/99

99/00

00/01

01/02

To'c d() tang trudng
Snam

46,000

84,000

115,000

45,000

30,000

-34%

Heineken

130,000

147,000

183,000

276,000

390,000

200%

r.I'iger

450,000

473,000

480,000

528,000

535,000

.626,000

704,000

778,000

849,00(

955,000

Bivina

T6ng

I

19%
53%

(Ngu(Jn: Bcio ccio tieu thf!, m1m 2002 cua VBL giai do«-n 1997- 2002)

Doanh SfiBan 5 Nam 1997-2002
(hi)
1,200,000
1,000,000
800,000
600,000
400,000
200,000

0

Bi~u

97/98

98/99

99/00

00/01

01/02

d6 2.1- Doanh s6 ban 5 nam (1997-2002) cua VBL

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T6c do tang tntdng nhanh va 6n dinh. Sau 5 nam, t6c do tang tntdng d~t

53%

1.3.2. Doanh s6ban cua khu vrf.c TP. HCM
Bang ~.3-

Doanh s6ban 5 nam (1997-2002) cua l\:hu vrf.c TP. HCM
DVT:hl

Lo~i

Nam

bia
97/98

98/99

99/00

00/01

01/02

TO'c dQ tang tntdng
Snam

,Bivina

11,000

10,000

26,000

9,000

4,000

-61%

Heine ken

80,000

93,000

118,000

181,000

260,000

232%

260,000

279,000

297,000

335,00

336,000

29%

351,000

382,000

441,000

525,000

600,000

72%

Tiger
T6'ng

(Ngu6n: Bdo cdo tieu th¥ ciia VBLgiai do{tn 1997-2002)

Doanh so' ban 5 nam 1997-2002
(hi)
1,200,000
1,000,000
800,000
600,000
400,000
200,000

0
97/98

Bi~u

98/99

99/00

00/01

01/02

d6 2.2- Doanh s6ban 5 nam (1997-2002) cua VBL

£H1y la khu vvc thi tntong IOn nha't v€ m~t
quy mo cling nhu' t6c do tang
tru'dng cao nha't so voi cac khu vvc thi tru'ong khac. Sau nam nam to'c do tang
72% so voi to'c do tang tnl'dng chung cua toan cong ty la 53%.
tnl'dng d~t

1.4. MQ.c tieu phat tri~n

cua VBL de'n nan 2010

v oi

I

da phat ri~nt
m~nh
va len l\lC, cling voi ti€m nang ra't IOn Clla thi
Nam, d~c
bi~t
la thi tru'ong TP. HCM. Cong ty da du'a ra
tru'ong bia C1 Vi~t
ill\}C tieu c~n
d~t
du'QC de'n nam 2010 Ia trd thanh cong ty san xua't bia s6 mot
vi~t

Nam voi 16 % thi ph~n
tieu th\l so voi con s6 11% hi~n
nay.

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2. CAC YEU TO ANH Hu'<1NG DEN KENH PHAN PHOI CUA CTLD. NHA MAY
THl TRUONG TP. HCM
BIA VI}tT NAM T~I

2.1. Himh vi ngu'Oi
tH~u

dung

- Phftn IOn ngu'ai tieu dung bia Vi~t
Nam n6i chung va TP. HCM n6i rieng
dung bia khong thuang xuyen, nhung m6i lftn dung voi lu'<;1ng bia kha IOn.
- HQ it u6ng o nha rna thich di ra ngoai u6ng bia nhu' quan nh~u,
thai gian tieu dung hftu he't la keo dai vao ban dem.
Vl v~y

nha hang.

- Long trung thanh cho mot nhan hi~u
khong cao. HQ scfn sang chuy@'n
sang SU d\lllg CaC lo~i

bia khac mot khi du'QC khuye'n mai, cho du d6 la Sl,l' thay
d6i nha't thai.

2.2. D~c

di~m

cua san phfim

hang h6a thvc phgm doi hoi thoa man cac tieu chugn v€ cha't
- Bia la lo~i
lu'<;1ng, v~ sinh tu hk san xua't, v~n
chuy@n de'n tieu dung.
- Bia la lo~i
hang h6a tieu th\1 nhanh, ht<;1ng tieu dung c6 th@ gia tang thea
tinh ngfiu hung cua ngttai tieu dung.
'
- Bia la lo~i
hang h6a c6 th@' thay the' kha cao boi mot s6 lo~i
hang h6a
khac nhu' ru'QU va cac thuc u6ng c6 gaz khac.

2.3. D~c

di~m

cua thj tru'ong TP. HCM

La trung Him san xuat, thu'dng m~i
s6 v€ kinh te' nhu' sau:

-Dan s6: d~t

muc 5,5 tri~u

va dich

V\}

Cl1a ca nu'oc voi mQt vai chi

nguai vao thai di@'m 2002.

- T6c do tang tru'ong GDP d~t
10,2% vao nam 2002, ra't cao so voi t6c do
tang tru'dng chung cua qu6c gia la 7 ,04%.
nh~p

- Thu nh~p
blnh quan dftu ngu'ai d~t
1,460USD vao 2002, trong khi thu
blnh quan dftu dut Vi~t
Nam la 440USD.

- San lu'<;1ng bia tieu th\t o thi tntOng TP. HCM la ra't IOn, chie'm khoang
30% t6ng lu'<;1ng bia tieu th\l cua ca nu'oc va d~t
t6c do tang tru'ong nhanh nha't
so voi cac khu vvc khac.

2.4. D~c
2.4.1. D~i

di~m

cua cac trung gian tluidng m~i
ly phan pho'i dQc quy~n

(DLPPDQ)

La ngu'ai ban si du'<;jc cong ty chQn Iva ky h<;1p d6ng doc quy€n phan ph6i
san phgm trong khu vvc quy dinh. Hi~n
t~i,
khu vl,l'c TP. HCM c6 40 DLPPDQ
dang ho~t
dong. DLPPDQ c6 mot s6 d~c
di€m chtt ye'u sau:

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- Kha nang v~
tai chinh: N6i chung, da s6 hQ c6 kha nang tai chinh d6i
ffiQt s6 llnh Vl,l'C kinh doanh
dao, ngu6n tai chinh nay thu'ong du'QC d§u tu' V~O
khac nhau.
- Kha nang v~ quan ly: N6i chung, kha nang quan ly cua cac DLPPDQ con
tinh gia dinh, VI v~y
thie'u
ye'u kern. T6 chuc kinh doanh cua hQ mang n~g

chuyen mon, thie'u chuyen nghi~p.
- Long trung thanh: Nhin chung, cac DLPPDQ ~ong
trung thanh voi m9t
nhan hi~u
nao ca. Di~u
rna hQ quan Him nhfft la l<;1i nhu~.
Chinh vi v~y
rna
hQ quan tam de'n sue m<;tnh cua nhan hi~u,
nhung d~c
quy~n
rna cong ty danh
cho hQ. HQ sKn sang t~p
trung ngu6n tai chinh d§u tu' cho m9t-vai nhan hi~u
khac, lmh vvc khac m9t khi cam thffy c6 lQi.
- Vi the' cua DLPPDQ trong nganh bia: M~c
du c6 m9t s6 h<;tn che' nhfft
dinh neu tren, nhu'ng h§u he't hQ c6 tham nien trong llnh vvc kinh doanh bia
ru'QU va h<;1p tac voi cong ty tu nhung nam d§u ho<;tt dong. Vi v~y,
hQ c6 nhi~u
kinh nghi~m
va kha nang chi ph6i thi tru'ong bia ru<;1u d TP. HCM. Hi~n
t<;ti
giua hQ va cong ty c6 m6i quan h~ song phu'ong kha thu~n
lQi va t6t d~p.

2.4.2. Metro Cash & Carry Vietnam
La cong ty ban si voi quy mo toan c§u du'QC xem la i~nd
hinh cua xu hu'ong
ban buon hi~n

d<;ti (Modern trade) voi m9t vai d~c
di~m
n6i b~t
sau:
tai chinh ra't m<;tnh, c6 th~
- Kha nang ~v
d§u d~ thie't l~p
l<;1i the' C<;tnh tranh.

chiu 16 trong thai gian dai ban

du<;1c di~u
hanh bdi cac
- Kha nang quan ly ra't cao va chuyen nghi~p,
chuyen gia nhi~u
kinh ghi~mn
v~ thi tru'ong ban si d cac qu6c gia. d day quy
tl.l, thu hut du'QC lu'Qng chfft xam rfft IOn cua thi tru'ong lao dong Vi~t
Nam.
- Kha nang bao phu thi tru'ong, sue C<;tnh tranh trong nganh: Metro Cash &
t<;ti da c6 hai kho di vao
Carry c6 kha nang bao phu thi tru'ong ra't r9ng. Hi~n
ho<;tt d9ng kha thanh cong d TP. HCM. C6 th~
danh gia v~
kha nang cc;tnh
tranh cua Metro la rfft IOn voi xu huang thay the' d§n phu'ong thuc ban buon c6
di~n.
Hi~n
t<;ti hQ dang d~t
ap Ivc c<;tnh tranh ra't cao len h~ th6ng d<;ti ly ban

buon c6 di~n.

2.4.3. D ~i
di~m

ly ban si ca'p 2

La h~ th6ng cac nha ban si mua hang h6a til DLPPDQ va ban l<;ti cho cac
ban Ie.
- Kha nang tai chinh khong m<;tnh.
- Quy mo kinh doanh nho, bao phu m9t khu v"tjc thi truong nho nhfft dinh.
- Kha nang quan ly ye'u, mang n~g

tinh gia dinh, thie'u chuyen mon.

21

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- Kinh doanh da d<;ing cac lo<;ii hang h6a cua nhi~u
d6i thu C<;lnh tranh. HQ
chi t~p
trung vao nhung nhan hi~u
m<;1nh hay nhung nhan hi~u
c6 st;( ttu dai t6t
tu nha san xua't.
- T6n t<;1i voi s6 ht<;ng ra't IOn. Hi~n
dang ho<;1t dQng t<;1i TP. HCM.

2.4.4. Di~m

ban

Ie dung t~i

t<;1i c6 khoang 600 d<;1i ly ban si ca'p 2,
'"

ch6 (On- premise)

Du'<;c dinh ngh'ia nhu' la ta't ca cac di~m
ch6. Di~m
ban leOn- premsie c6 mQt s6 d~c
- Lo<;ii hl!].h di~m
TP.HCM.

ban le cho nhu cffu tieu dung t<;1i
di~m
chu ye'u sau:

ban le ra't da d<;ing va t6n t<;li voi s6 lu'<;ng lon d khu

Vt;{C

- Thoi gian tieu th1,1 chu ye'u keo dai vao ban dem.
- H9 luon c6 tinh thffn h<;p tac ra't t6t trong n6 h,tc tieu th1,1 san phffm cua
cong ty.
- H~
th6ng nay tieu th1,1 70% san lu<;ng bia cua cong ty ban ra t<;1i khu vt;(c

TP.HCM.
- C6 t6c dQ tang tru'dng ra't m<;1nh va 6n dinh trong vong 5 nam g§n day,
tu'ong duong 15%/nam.
Cac di~m

ban le On - premise du<;c chia lam ba nh6m chinh:

- Small On Premise (SOP): La cac di~m
ch6 voi quy mo nho.
- Key account: La cac di~m
mo Ion.

ban le cho nhu cffu tieu dung t<;1i

ban le cho nhu c§u tieu dung t~i

ch6 voi quy

- Horeca: La ta't ca cac di~m
vui choi gis<;1n, vu tntong, quan bar, karaoke, disco.

2.4.5. Di~m

ban

Ie mang v~

(Off- premise)

Du<;c dinh ngh'ia nhu' la ta't ca cac di~m
ban le cho nhu cffu tieu dung t<;1i
nha. Nguoi tieu dung mua san phffm t?i day va mang v~ nha tieu dung. Di~m
ban le Off- premise c6 mQt s6 d~c
di~m
chu ye'u sau:
- Lo?i hlnh kern phong phu, chi c6 hai lo<;1i di~m
ban le Off - premise la
sieu thi va ti~m
t<;ip h6a, nhu'ng t6n t<;1i voi s6lu<;ng ra't IOn d TP. HCM.
- H~
HCM.
bi~t

th6ng nay tieu thl;l 30% san lu'c;1ng ban cua cong ty d khu vt;(c TP.

- C6 t6c dQ tang tru'dng nhanh va 6n dinh, trong vong 5 nam gffn day, d~c
la h~ th6ng sieu thi, tu'ong duong 15%/nam.

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