Luận văn giải pháp phát triển thị trường tiêu thụ sản phẩm phân bón của các doanh nghiệp thuộc tổng công ty hoá chất việt nam

1391
L V . I ilS

DHKTOD


TRJONG DAI HOC KINH TE QUOC DAN
........... .........................

LUONG HUONG GIANG

Gifil PHHP PHflT TRIEN TH! TRUONG TIEU THU

SAN PHAM PHAN BON CUfi CAC DORNH NGHIEP
THUOC TONG CONG TY HOA CHAT VIET NAM

LUAN VAN THAC SY QUAN TRI KINH DOANH

Ngu'd'i hu'o'ng dan khoa hoc:

GS.TS. Dang Dinh Dao
DAI HOC KTQD

TRUNGTAIMuc
THONG TIN THU WEN
■

HA \61. 10/2004


LOI cnrn

DOAN

Toi, nguoi ky ten dudi day, xin cam doan Luan van Thac sy quan tri kinh
doanh, de tai “Giai

phap phat trien thi trudng tieu thu san pham phan bon

cua cac doanh nghiep thuoc Tong Cong ty Hoa chat Viet Nam ”,

la cong trinh

nghien cuu doc lap cua minh, dupe thuc hien dudi su hudng dSn cua GS.TS.
Dang Dinh Dao tai Phong dao tao Sau dai hoc, Trudng Dai hoc Kinh te Quoc

Dan.

Trong luan van, toi co tham khao ket qua nghien cuu cua mot so tac gia

dupc chi ro trong danh muc tai lieu tham khao. Moi so lieu, tai lieu dupc su
dung trong luan van deu co nguon goc ro rang.

Ha noi, ngay

thang

nam 2004

Tac gia

Luang Huang Giang


MUC
LUC
•
•
Md DAU

Trang

CHUONG I: LY LUAN CHUNG VE THI TRUONG VA PHAT TRIEN THI
TRUONG TIEU THU PHAN BON
I.

II.

Khai niem thi truing & thi trifdng tieu thu phan bon cua doanh nghiep...........................

3

1. Thi tru&ng.......................................................................................................................
2. Thi trufing tieu thu san phdm cua doanh nghiep phan bon.....................................

3
8

Phat trien thi trifdng tieu thu phan bon.....................................................................................

11

1. Vai trd ciia phat trien thi tritdng tieu thu phan bon..................................................
2. Noi dung va boat dong phat trien thi trating tieu thu phan bon.............................

11
11

III. Cac nhan to anh hifdng va chi tieu danh gia cong tac phat trien thi trirdng tieu thu
phan bon.........................................................................................................................................

1. Cac nhan to anh hitting den cong tac phat trien thi tritting tieu thu phan bon
cua cac doanh nghiep thuoc TCT hod chat VN.......................................................
2. Mot so chi tieu danh gid tinh hinh phat trien thi tntting tieu thu san phdm cua
doanh nghiep phan bon...............................................................................................

29

29
33

CHUONG II: THUC TRANG THI TRUONG VA CONG TAC PHAT TRIEN
THI TRUONG TIEU THU PHAN BON CUA CAC DOANH NGHIEP
THUOC TCT HOA CHAT VIET NAM
I.

Khai quat ve cac doanh nghiep & dac diem hoat dong san xuat kinh doanh phan bon..

37

1. Khai quat ve cac doanh nghiep san xuat phan bon thuoc TCT hod chat VN......

1.1. Lich su hinh thanh va phat trien cua cac doanh nghiep san xuat phan bon
thuoc TCT hoa chat Viet Nam..............................................................................
1.2. Co cau to chiic va nguon nhan luc cua cac doanh nghiep san xuat phan bon
thuoc TCT hoa chat Viet Nam..............................................................................
2. Dac diem hoat dong san xuat va kinh doanh phan bon cua cac doanh nghiep
phan bon thuoc Tong Cong ty Hod chat Viet Nam...................................................
2.1. Pham vi hoat dong SXKD cua cac DN san xuat phan bon thuoc TCT hoa
chat VN ......
i.....................................................................................................

37

2.2. Dac diem san pham phan bon trong san xuat - kinh doanh cua cac DN.........
2.3. Dac diem hoat dong san xuat phan bon ciia cac DN .......................................
2.4. Dac diem hoat dong kinh doanh phan bon ciia cac DN .................................
2.5. Ket qua hoat dong san xuat va kinh doanh ciia cac DN phanbon thuoc
TCT tir nam 2000-2003..........................................................................................
II.

37

42

48
48
49
50
53
54

Phan tich thifc trang thi tru’e/ng va phat trien thi trifcrng tieu thu phan bon cua cac

doanh nghiep thuoc TCT Hoa chat Viet Nam..........................................................................

56

1. Tong quan ve thi tntting phan bon..............................................................................
1.1. Vai trd ciia phan bon trong nen nong nghiep hien dai......................................
1.2. Nhu cau & tinh hinh su dung phan bon o Viet Nam.........................................
1.3. Tinh hinh san xuat, nhap khau va cung ung phan bon tren thi truemg............
1.4. Tinh hinh canh tranh tren thi trudng phan bon..................................................
1.5. Xu hudng van dong cua thi tru'd'ng phan bon....................................................

56
56
56
59
65
68


2. Thue trang phat trien thi trudng tieu thu phan bon cua TCT Hod chat Viet Nam
2.1. Phat trien thi trudng tieu thu phan bon theo chung loai.................................
2.2. Phat trien thi trudng tieu thu phan bon theo mua vu........................................
2.3. Phat trien thi trudng tieu thu phan bon theo khu vuc dia ly............................
2.4. Phat trien thi trudng tieu thu phan bon theo nhom khach hang......................
2.5. Phat trien thi trudng tieu thu phan bon theo nhom cay trongchu yeu ...........
2.5. Cac chi tieu khac phan anh tinh hinh phat trien thi trudng tieu thu phan bon

69

70
72
75
77
78

cua cac DN thuoc TCT hoa chat Viet Nam.......................................................
3. Cong tac phat trien thi trudng tieu thu phan bon ciia cac DN thuoc TCT Hod
chat Viet Nam...............................................................................................................
3.1. Hoat dong phat trien thi trudng tieu thu phan bon cua cac doanh nghiep
thuoc TCT hoa chat VN........................................................................................
3.2. Nhtrng kho khan & thuan loi tinh hudng den cong tac phat trien thi trudng
tieu thu phan bon cua cac doanh nghiep thuoc Tong Cong ty.........................
3.3. Danh gia khai quat tinh hinh phat trien thi trudng tieu thu phan bon cua cac
doanh nghiep thuoc TCT Hoa chat Viet Nam.....................................................

80
82
82

86
87

CHUONG III: PHUONG HUONG VA GIAI PHAP PHAT TRIEN THI
TRUONG TIEU THU PHAN BON CUA CAC DOANH NGHIEP THUOC
TONG CONG TY HOA CHAT VIET NAM
I. Muc tieu va phudng hutfng phat trien thi trudng tieu thu phan bon....................................

1. Dubao nhu can tieu thu phan bon Thegidi va Viet Nam den ndm 2015............
2. Muc tieu va dinh hudng phat trien nganh phan bon Viet Nam...............................

3. Muc tieu va phUOng hudng phat trien nhom san pha'm phan boncua TCT hod
chat Viet Nam...............................................................................................................
4. Muc tieu va phuong hudng phat trien thi trudng tieu thu phan bon cua cac
doanh nghiep phan bon thuoc TCT hod chat Viet Nam..........................................
II.

89

89
91

93
96

Giai phap phat trien thi tru’cfng tieu thu phan bon cua cac doanh nghiep thuoc TCT

Hoa chat Viet Nam.........................................................................................................................

99

1. Giai phap ve cung phan bon.........................................................................................
2. GzWz phap ve can phan bon..........................................................................................
3. Giai phap ve gid cd phan bon......................................................................................
4. Giai phap ve egnh tranh tren thi trudng phan bon.....................................................
5. Giai phap ve quan tri....................................................................................................

99
103
106
107

109

III. Dieu kien tien de de phat trien thi trudng tieu thu phan bon cua cac doanh nghiep

thuoc TCT hoa chat Viet Nam.....................................................................................................

1. Mot so kien nghi vdi Nhd nude....................................................................................
2. Mot so kien nghi vdi Tong Cong ty...............................................................................
3. Mot so dieu kien tdphia cac doanh nghiep..............................................................

Ill
111
116
118


DANH MUC CHU VI€T TflT

VIET TAT

TT

DltzN GIAI

1.

CBCNV

Can bo cong nhan vien

2.

DN

Doanh nghiep

3.

DH

Dai hoc

4.

HTX

Hop tac xa

5.

KHCN

Khoa hoc cong nghe

6.

NN & PTNT

Nong nghiep & phat trien nong thon

7.

TCT

Tong Cong ty

8.

VN

Viet Nam

9.

VAT

Thue gia tri gia tang

10. XNK

Xuat nhap khau


DflNH MUC BI€U & SO DO

TT

SO BIEU

I

SO DO

1.

So dd 1

II

BIEU

2.

TEN BIEU

TRANG

So dd td chuc bo may quan ly cua Tong Cong ty

45

Bieu 1

Chin man chien luoc chuan ve phuong huong kinh doanh

20

3.

Bie’u 2

Khai quat kenh phan phoi san pham

27

4.

Bieu 3

Bang cac tieu thuc (dinh tinh) danh gia dai dien ban hang

34

5.

Bieu 4

San luong phan bon san xuat qua cac nam th 2000-2003

41

6.

Bieu 5

Cac doanh nghiep san xuat phan bon thuoc TCT hoa chat
VN

43

7.

Bie’u 6

Lao dong va co cau lao dong trong cac DN nganh phan
bon nam 2003

48

8.

Bieu 7

Nang lyc san xuat phan bon cua cac doanh nghiep phan
bon thuoc TCT

51

9.

Bieu 8

Doanh thu tieu thu cua cac DN phan bon th nam 2000­
2003

54

10.

Bieu 9

Tinh hinh nop ngan sach cua cac DN phan bon th nam
2000-2003 '

55

11.

Bieu 10

Toc do tang ve nhu cau sh dung phan bon trong cac giai
doan

57

12.

Bieu 11

San xuat phan bon trong nuoc th nam 2000-2003

59

13.

Bieu 12

San luong thng loai phan bon san xuat cua Viet Nam th
nam 2000-2003

60

14.

Bieu 13

Luong phan bon nhap khau qua cac nam th nam 1999­
2003

62

15.

Bieu 14

So luong cac DN san xuat & kinh doanh phan bon 0 Viet
Nam qua cac nam 1999-2003

65

16.

Bieu 15

Cong suat va san luong cua mot so co so san xuat phan
bon NPK ngoai TCT hoa chat

66

17.

Bieu 16

Gia ban mot so loai phan bon chu yeu tren thi truong

68

18.

Bie’u 17

Thi truong lieu thu phan bon theo ching loai th nam
1999-2003

70

19.

Bieu 1 8

Thi truong lieu thu phan bon theo mha th nam 1999-2003

73

'


TT

SO BIEU

TEN BIEU

TRANG

20.

Bieu 19

Thi trubng tieu thu phan bon theo khu vuc dia ly tu nam
1999-2003

75

21.

Bieu 20

Thi trubng tieu thu phan bon theo nhom khach hang mua
buon va mua le tu nam 1999-2003

77

22.

Bieu 21

Thi trubng tieu thu phan bon theo nhom khach hang
trong nuoc va ngoai nuoc tu nam 2002-2003

78

23.

Bieu 22

Thi trubng tieu thu phan bon theo nhom cay trong chu
yeu giai doan tu nam 2000-2003

78

24.

Bieu 23

Thi phan Tong Cong ty so voi toan nganh

80

25.

Bieu 24

Muc tang san lupng tieu thu hang nam

81

26 .

Bieu 25

Du bao tieu thu phan bon tren The gioi den nam 2015

87

27 .

Bieu 26

Nhu cau va can doi ve phan bon Viet Nam den nam 2020

88


-&//////

>£///// /M/ //////. j/

////// {////////

ma bin
1.

Tinh cap thiet cua de tai

Trong co’ che thi trudn g. khi ma moi hoat dong san xuat kinh doanh cua bat ky
mot doanh nghiep kinh doanh nao deu phai dua vao tin hieu cua thi trudng va cac
doanh nghiep hien nav luon luon phai doi dau vdi su canh tranh khoc liet thi vice nam
bat de giu vung duoc thi trudng da kho. viec phat trien thi trudng lai con kho khan
hon. Thi trudng dau ra hav thi trudng tieu thu san pham cua doanh nghiep vi le do la

van de song con vdi doanh nghiep).

Dung trudc xu the hoi nhap, thi trudng Viet Nam noi chung va thi trudng cua
nganh phan bon hoa chat noi rieng dang phai chiu suc ep canh tranh ngay cang ldn.
Van de lam the' nao de phat trien thi trudng trong xu the thuong mai hoa toan cau ngay
cang trd nen cap thiet hon.
Van de ve phat trien thi trudng tieu thu san pham da duoc rat nhieu ngudi
nghien cuu nhung van de ve phat trien thi trudng tieu thu phan bon hoa chat thi chua
co luan van thac sy nao tU nam 1997 den nay nghien cuu.
Chinh vi le do, toi da chon de tai: “Giai phap phat trien thi trudng tieu thu
san pham phan bon cua cac doanh nghiep thuoc Tong Cong ty Hoa chat Viet
Nani’’ vdi mong muon gop mot phan nao do thiic day su phat trien thi trudng tieu thu
phan bon cua nganh phan bon Viet Nam.

2. Muc tieu nghien cdu

Tren co sd nghien cuu ly luan va thuc trang cong tac phat trien thi trudng tieu
thu san pham phan bon cua Tong Cong ty Hoa chat de ra mot so giai phap co v nghta
thuc tien nham phat trien thi trudng tieu thu san pham phan bon cua toan Tong Cong
tvJ Hoa chat Viet
. Nam.
3. Doi tuong va pham vi nghien cdu
Doi tuong nghien cuut: Ly luan va thuc trang cong tac tieu thu san pham phan
bon cua Tong Cong ty Hoa chat Viet Nam.

Pham vi nghien cuu: Luan an nghien cuu thuc trang thi trudng va phat trien thi
trudng tieu thu phan bon cua cac doanh nghiep phan bon thanh vien cua TCT hoa chat
Viet Nam. hoat dong theo luat Doanh nghiep Nha nudc vdi san pham san xuat kinh
doanh la phan bon hoa hoc trong khoang thdi gian tu nam 1999-2003.
4. Phuong phot? nghien cuu

Phuong phai :■ nghien cuu khoa hoc: phuong phap dieu tra chon mau; phuong
phap thong ke: phuong phap phan tich. so sanh; phuong phap phan tich. tong hop tren
quan diem duv vat bien chung va duv vat lich su.
- 1 -


A//// //M// ////// j//

A//J'///

// {///////

5. Ket cau cua chuyen de

TrU phan mo' dau va ket luan. luan van duoc chia thanh 3 chuong:
Chuong I:

Lv luan chung ve thi truong va phat trien thi truong tieu thu phan

bon.
Chuong II: Thuc trang thi truong va cong tac phat trien thi truong tieu thu

phan bon cua cac doanh nghiep thuoc Tdna Cong ty hoa chat Viet Nam.

III: Phuong hudng va giai phap phat trien thi truong tieu thu phan bon
cua cac doanh nghiep thuoc T6ng Cong ty hoa chat Viet Nam.
Chu'ong

-^//(/// WM //ff/C J//

CHtfONG I
LY LUAN CHUNG VE THI TRlftJNG & PHAT TRIEN THI TRUING TIEU THU PHAN BON
I.

KHfil NIEM TH! TRUONG & THI TRUING TIED THU PHflN BON OJfi DN

1. Thi trudng
1.1.

Khai niem thi truong

Thi trudng la mot pham trii kinh te khach quan. gan bo chat che vdi khai niem
phan lao dong xa hoi va vdi nfin san xuat hang hoa. Phan cong lao dong xa hoi la co sd
nen tang cua moi nen san xuat hang hoa. O dau va khi nao cd phan cong lao dong xa
hoi va san xuat hang hoa. d do va khi ay cd thi truong. Thi truong xuat hien dong thdi
vdi str ra ddi va ton tai cua san xuat va trao doi hang hoa.
Quan diem ve thi truong cd rat nhieu nhung cd the chia ra lam hai quan diem
chihh:

Quan diem cd dien: Theo quan diem nay. thi truong dupe coi la cai cho. cua
hang... noi ma tai do dien ra hoat dong trao doi. mua ban hang hoa. dich vu hay thi
truong la noi gap go giua cung va cau, giua ngudi mua va ngudi ban de xac dinh gia ca
va so luong hang hoa mua ban. Vdi quan niem nay thi thi truong duoc gdn lien vdi
mot khong gian. mot thdi gian cu the. Trong do ngudi mua. ngudi ban va hang hoa
cung xuat hien tren thi trudng.

- Quan diem hien dai: Cung vdi sir phat trien cua san xuat va km thong hang
hoa. sir phat trien cua khoa hoc cong nghe, hoat dong trao doi giua ngudi mua va

ngudi ban da cd nhieu thay doi, khai niem ve thi trudng vi the cung bien doi va ngay
cang duoc bo sung hoan thien hon.
Theo Paul A.Samuelson - nha kinh. te hoc theo trudng phai kinh te hoc hien dai
the ky 18: “Thi trudng la mot qua trinh trong do ngudi mua va ngudi ban mot thu hang
hoa tac dong qua lai vdi nhau de xac dinh gia ca va sd luong hang" (Chuang 7. teip I.
trang / /i.
Theo David Begg - nha kinh te hoc theo trudng phai kinh te hoc hien dai the kv
19: “Thi trudng la sir bie’u hien thu gon cua qua trinh ma thong qua do cac quvet dinh
cua ciic gia dinh ve tieu dung mat hang nao. cac quyet dinh cua mzudi cong nhan ve
lam vice bao lau. cho ai deu dupe dung hoa bang sudieu chinh gia ca" '('lining I. Trang I /).

f

- A -


fWH

-^f/zz/zz/ J/wirSzfz/ (////////

J//

Theo quan diem chung hien nay. thi trubng dirge coi la tong hoa cac moi quan
he giua ngubi mua va ngubi ban. la tong hop so cung va cau ve mot hoac mot so loai

hang hoa nao do. No dirge bieu hien ra ben ngoai bang cac hanh vi mua ban hang hoa
thong qua gia ca va cac phirong thuc thanh toan nhdm giai quyet cac mau thutin ve mat
lgi ich giira cac thanh vien tham gia thi trubng.

Vdi quan diem hien dai. gidi han ve khbng gian va thbi gian ciia thi truong bi
xoa nhoa. thi trubng khbng bi gio'i han ve mat khbng gian va thbi gian nhirng de ton tai
thi trubng van phai hoi tu dii cac dieu kien can va dii sau:

-

Mot Id, phai co khach hang (ngubi mua hang) nhirng khbng nhat thiet phai gan

vdi mot dia diem xac dinh.

- Hui Id, khach hang phai cd nhu can chira dirge thoa man. Day cht'nh la yeu to
thuc daiy khach hang mua hang hoa va dich vu.
- Ba Id, khach hang phai cd kha nang thanh toan. tire la khach hang phai cd kha
nang tra tidn de mua hang nghia la nhu cau dugc thuc hien.
Tren thi trubng hien dai cd the mot trong nhirng yeu to tren khbng cd mat tren
thi trubng nhung thi trubng vln chiu tac dong ciia cac yeu to tren va thuc hien viec
trao doi hang hoa thong qua thi trubng.
1.2. Cac yeu to ciia thi trubng

Thi trubng dii theo quan diem nao thi cung bao gbm cac yen to cau thanh sau:
cung. cau. gia ca va sir canh tranh tren thi trubng.

- Cung hang hod: la so lugng hang hoa. dich vu ma ngubi ban cd kha nang ban
va san sang ban d cac mire gia khac nhau. Tong hgp cac nguon cung irng san pham
tren thi trubng tao nen cung hang hoa.
Cung hang hoa vT mb gbm san xuat trong nude, nguon nhap khau. nguon hang
dai ly cho nu’dc ngoai. ton kho dau kv trong luu thong. Cung hang hoa vi mb - d cac
doanh nghiep gbm tbn kho dau ky. nguon tu huy dong, ngubn tiet kiem va nguon hang
tir ngoai.
Cung hang hoa van dong theo xti hudng ty Ic lhuan vdi gia ca hang hoa. gia cao

lugng cung ling cao. gia lhap lugng cung irng thap. Ngoai su tac dong ciia gia ca.
cung hang hoa ebn chiu sir tac dong cua cac nhan to. chi phi san uat. cau hang hoa.
yeu lb chinh tri xa hoi. trinh do cong nghe. tai nguyen thien nhien. kv vgng ciia ngubi
cung ling.

-4-


MM S/fM' J//

■£rfM/f/ M/ffr/// t/MM/

- Can hang hod: la so lupng hang hoa. dich vu ma ngudi mua cd kha nang mua
va sin sang mua d cac muc gia khac nhau. Tdng hop cac nhu cau cua khach hang tao
nen cau hang hoa.
Tong cau hang hoa vi mo bao gdm: nhu cau cho san xuat xay dung trong nude,

nhu cau cho an nmh qudc phong. nhu cau cho xuat khau. nhu cau cho bd sung dir trur
va nhu cau cho dir trir cudi ky trong liru thong. Tdng cau hang hoa vi mo: la toan bo
nhu cau ve cac hang hoa dich vu cua doanh nghiep trong ky cd tinh den lupng hang
ton kho dau ky. kha nang tu khai thac va ngudn hang liet kiem trong san xuat kinh
doanh.

Cau hang hoa van dong theo xu hudng ty le nghich vdi gia ca hang hoa, gia cao
- lu'png cau thap. gia thap - lupng cau cao. Ngoai su tac dong cua gia ca, cau hang hoa
con chiu sir tac dong cua cac nhan to sau: quy mo thi trudng, cung hang hoa. thu nhap
cua dan cu. thi hieu hay sd thich. gia ca cua nhung hang hoa cd lien quan (hang hoa
bd sung, hang hoa thay the), ky vong cua ngirdi tieu dung.

- Gid cd: Gia ca hang hoa la su bieu hien bing tien cua gia tri hang hoa tren thi

trudng. Gia ca hang hoa len xuong xoay quanh gia tri va chiu tac dong cua cac quy
luat cua nen kinh te thi trudng nhu quy luat cung cau. quy luat tien te. Gia ca hang hoa
la mot dai lupng bien dong do su tirong tac giua cung va cau tren thi trudng cua mot
loai hang hoa. Ngudi mua dai dien cho cdu hang hoa. Ngudi ban dai dien cho cung
hang hoa. Ngudi mua luon muon mua vdi gia thap. con ngudi ban luon muon ban vdi
gia cao. Gia ca hang hoa dupe hinh thanh tren thi trudng la muc gia ma ngudi mua va
ngudi ban chap nhan. goi la mu'e gia can bring.
Gia ca hang hoa chiu anh hudng cua nhung nhan to: Chi phi san xuat kinh
doanh. sue mua cua ddng tien. tarn ly thi hieu tieu dung, quan he cung cau hang hoa,
canh tranh.

- Canh tranh: la sir tranh gianh giua cac nha san xuat va kinh doanh tren thi
trudng nham cd dupe ngudn cung ling cac dich vu va nguyen lieu dau vao de’ san xuat
hoac Idi keo dupe khach hang ve phia minh. Canh tranh dupe xem xel diroi nhieu hinh
thuc khac nhau: canh tranh tu do. canh tranh thuan tuv, canh tranh hoan hao, canh
tranh phi gia ca. canh tranh mang tinh doc quyen. canh tranh lanh manh, canh tranh
khdng lanh manh.
krong nen kinh te thi trudng. canh tranh la yeu to (at veil thuc hien I- chile nang

sau:


-£7rr//rr/ TCr/r/'/rr/ (y/rrrrr/

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. Canh tranh lam cho gia ca hang hoa dich vu giam xudng.
. Canh tranh buoc cac doanh nghiep phai tdi uu hoa cac yeu to dau vao cua san
xuat kinh doanh.
. Canh tranh buoc cac doanh nghiep khong ngirng ap dung ky thuat moi va

cong nghe tien bo.

. Canh tranh la cong cu tube quven thong tri ve mat kinh te trong Itch sir.
1.3. Phan loai thi trudng phan bon

De co mot phuong phap tiep can thi trufbng phan bon dung dan va mot chien
lucre kinh doanh phu hop, ngudi ta tien hanh nghien cuu thi trudng phan bon tren
nhieu goc do. Dirdi mdi mot goc do, thi trudng phan bon lai duoc phan thanh nhieu
loai khac nhau nham giiip cho viec nhan dien thi trudng mot each can ke hon.
Thi trudng phitn bon thudng duoc phan loai theo cac tieu there sau:

a. Can cu theo doi tuo'ng phan bon mua ban tren thi trudng, thi trudng phan
bon duoc phan thanh:

- Thi trudng phan bon khoang dan: La dang phan bon co mot thanh phan khoang
chat co ban. Thuoc vd nhom phan bon nay co: Phan dam ma khoang chat chinh la
nito: phan lan vdi khoang chat chat chinh la phan phot phat. phan kali vdi khoang chat
chinh la Kali.
- Thi trudng phan bon da yeu to: La dang phan bon cd tren 2 thanh phan khoang
chat. Thuoc ve nhom phan bon nay cd: Phan phuc hop (Mono amon photphat con goi
la MAP & Diamon photphat con goi la DAP); phan khoang trdn (phan NPK).
Phan huu ca sinh hoc: la cac dang phan duoc san xuat tir nguyen lieu huu co
thong qua tac dong cua vi sinh vat hoac cac tac nhan sinh hoc khac.

Phan huu co' kliodng: la dang phan duoc san xuat tir nguyen lieu huu co duoc
trdn them mot hav nhieu veil to dinh dub'n.g. trong do cd ft nhieu mot yeu to dinh
d trong da luong.

Phan bon id. la dang phan bon dung tudi hoac phun true tiep vao la hoac than
cay de cung cap chai dinh duong cho cay trong.

b. Can cii' vao tinh chat canh tranh, thi trudng phan bon duoc phan thanh:

-6-


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Tlii ti itdng cqnh tranh hoan hdo: la thi trubng bao gom rat nhieu ngubi mua va
ngubi ban cung mot loai san pham phan bon giong nhau. Viec gia nhap hay nil lui
khoi thi trubng la hoan toan tu do doi vdi moi ngubi mua va ngubi ban. Quy mb kinh
doanh hang hoa doi vdi mdi chu the khbng Ion so vdi toan bo thi trubng. Khbng cd sir
lien ket giua ngirdi mua vdi ngirdi mua. ngirdi ban vdi ngirdi ban va ngirdi mua vdi
ngirdi ban. Ngirdi mua luon muon toi da tong lqi ich va ngirdi ban lubn muon toi da
tdng lai nhuan. Khbng mot ngirdi mua hay ngirdi ban nao cd anh hudng Idn den mure
gia thi tnrdng hien hanh. gia ca hang hoa hoan toan do thi tru’dng quyet dinh.

-

77?/ trtfdng cqnh tranh doc quyen: la thi tnrdng gom nhieu ngirdi mua va ngudi
ban cung mot loai phan bon nhung gia ca thi trubng khbng dong nhat ma dao dong
trong mot khoang rong do cd sir khac biet ve chat lupng, thuong hieu san pham va cac
dich vu kem theo... Tren thi trubng nav, ngubi ban cd the chao nhung mire gia khac
nhau va ngubi mua cung san sang mua theo cac gia khac nhau do.

- Thi trtfdng cqnh tranh doc quyen tap doan: la thi trubng chi bao gbm mot so it
ngubi ban do dieu kien gia nhap thi trubng rat khd khan. Tren thi trubng nay. chung
loai phan bon cd the giong hoac khbng giong nhau va cac doanh nghiep deu cd xu
hudng chap nhan muc gia ciia nganh va cac tap doan thu'bng cd xu hudng lien ket de

xac dinh muc gia phii hop cho sir phat trien ciia toan nganh.
Thi tru’dng doc quyen tuyet doi: la thi trubng chi cd mot ngubi ban mot loai san
phdm phan bon. Do cd the la mot to chirc Nha nude hoac mot tb chirc doc quyen tu
nhan. Gia ca thi trubng do nha doc quyen quyet dinh tuy theo muc tieu nhat dinh ciia
nha doc quyen. Mire gia cd the dat thap hon gia thanh hoac rat cao so vdi gia thanh.
c. Can cit vao muc dich hoat dong ciia doanh nghiep, thi truong phan bon
duocphan thanh:

- Thi tru’dng dau vao: thi truong mua ban cac san pham hang hoa, dich vu nhdm
bao dam cac veil to dau vao cho qua trinh san xuat, kinh doanh phan bdn dupe tien
hanh. Thi trubng dau vao ciia doanh nghiep phan bdn bao gom thi trubng lao dong, thi
trubng nguyen vat lieu, may mdc thiei bi. thi trubng von....
- Thi tru’dng dau ra’ thi trubng mua ban cac san phaim phan bdn do doanh nghiep
san xuat hoac kinh doanh (mua vao ban ra de kiein Ibi). Thi trubng dau ra ciia doanh
nghiep con duoc goi la dii trubng tieu thu phan bon ciia doanh nghiep.

7


f/Uf/ ///</&' ■>'/

-Twfrjfy C/7sf/fs/

Ranh gioi giua hai hinh thuc thi trudng nay chi la tuong doi vi thi trudng dau
vao cua doanh nghiep nay cd the la thi trudng dau ra cua doanh nghiep kia va nguoc
lai.
d. Can cu vao tinh char ctia san pham phan bon tren thi trudng, thi tritdng
phan bon duoc phan tCanC

- Thi truing san. pham phan bon thay the: la thi trudng ma d dd cac loai phan

bdn duoc dua ra trao doi tren thi trudng cd the thav the duoc cho nhau. nghia la khi
mot loai phan bdn nay khong thoa man duoc veu cau hoac gia ca khong thoa thuan
duoc thi ngudi tieu dung cd the chuyen sang tieu dung loai phan bdn khac. Chinh vi
vay, tren thi trudng nay ngudi tieu dung cd nhieu co' hoi de lua chon loai phan bdn cho
minh nen muc do canh tranh la rat ldn.
- Thi truing san pham phan bon bd sung: la thi trudng ma o dd loai phan bdn
duoc dua ra trao doi tren thi trudng la nhung loai phan bdn bo sung cho nhau, nghia la
khi tieu dung loai phan bdn nay can phai cd loai phan bdn khac bd tro cho chung. ’Tren
thi trudng nay, giua cac ngudi ban thudng cd su thoa hiep voi nhau trong viec tieu thu
san phdm.

2. Thi trudng tieu thu sun pham cua doanh nghiep phan bon
Thi trudng tieu thu san phdm cua doanh nghiep phan bdn la mot bo phan thi
trudng cua doanh nghiep. bao gdm mot hay nhieu nhom khach hang voi cac nhu cau
tuong tu (hoac giong nhau) ve mot hoac mot so loai san pham phan bdn ma doanh
nghiep phan bdn cd the cung ung de dap ung nhu cau cua khach hang. Nhu vay, thi
trudng tieu thu san pham cua doanh nghiep phan bdn chi bao gdm nhdm khach hang
tieu thu cac san pham phan bdn cua doanh nghiep chu khong bao gdm cac nha cung
ung cac san pham dich vu dau vao cho hoat dong san xuat phan bdn cua doanh nghiep
(nhu nguyen nhien vat lieu. may mdc thiet bi).

Nam duoc dac diem va tfnh chat cua thi trudng tieu thu san pham la can cu
quan trong de doanh nghiep phan bdn cd the' hoach dinh va to chuc thuc hien cac
chien luoc, sach luoc va tim duoc cong cu dieu khien hoat ddng tieu thu san pham cd
hieu qua.
2.1. Phan loai thi trudng tieu thu san phurn cuu doanh nghiep phan bon

Thi trudng tieu thu san pham cua doanh nghiep phan bdn cd the duoc phan loai
theo cac tieu thuc sau:

-8 -


mw /////,

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j,/

Theo tieu thiic san pham: theo tieu thiic nay. doanh nghiep se xac dinh thi
trudng tieu thu san phaim cua doanh nghiep theo nganh hang (loai san pham hoac
nhom hang ma doanh nghiep tieu thu tren thi trudna). Thi trudng tieu thu cua doanh
nghiep phan bon theo tieu thiic san phaim co the duoc phan thanh: thi trudng phan lan
(thi trudng phan Ian nting chav & phan stipe Ian), thi trudng phan dam. thi trudng phan
NPK.

Theo tieu thiic clia ly: theo tieu thiic nay. doanh nghiep se xac dinh thi trudng
cua minh theo pham vi dia ly ma doanh nghiep kinh doanh. Pham vi dia ly do co the
rong hay hep phu thuoc vao kha nang kinh doanh cua mdi doanh nghiep.
Theo tieu thiic dia ly. thi trudng tieu thu san pham cua doanh nghiep phan bon cd
the duoc phan thanh:
Thi truong TTSP cua DN theo tieu thiic dia ly

Thi trudng nude ngoai

Thi trudng trong nude

- TT mien Bile: Ha Noi, Hai Phong...

-

TTChau Au: Anh. Phap....

-

TT Dong Nam a: Lao. Campuchia... - TT mien Nam: TPHCM, Can Tho...

-

TT Chau My: My, Mehico...

- TT mien Trung: Da Nang, Hue...

Theo tieu thiic nhom khach hang:

Theo tieu thiic nay, doanh nghiep mo ta thi trudng cua rrinh theo nhom khach
hang ma ho hirdng tdi de thoa man bao gom: khach hang hien tai va khach hang tiem
nang ly thuyet. Nhu can cua khach hang rat da dang va mdi khach hang deu cd mot
nhu cau cu the nhat dinh ma mdi doanh nghiep vo'i mot gidi han nhat dinh ve nang lire
(nguon lire, kha nang san xuat va kinh doanh. . ) khong the dap ting duoc tat ca. Dieu
nay dan den thi trudng tieu thu san pham cua doanh nghiep phan bon chi bao gom
nhirng khach hang ma doanh nghiep cd the dap c. g va chmh phuc duo...
Thi trudng tieu thu san pham theo nhom khach hang thudng duo’c gin iien vdi
cac nhu cau cua ho. Khach hang cua doanh nghiep phan bon theo tieu thiic nay cd the
la:
Khach hang trung gian gom: khach hang ban budn (cac Cong «a thiiorig rnai > va
khach hang ban ie (hop tac xa. cua hang vat tu nong nghiep

-9 •

-£isWtt/ T/ttS/ty 0/t/tty

-gtstitt wist i/tstf st/

-

Ngudi tieu dung true tiep: ho nong dan. ho trong rung hoac cay cong nghiep....
Tom lai. ca 3 tieu thu’c tren deu la cac tieu thuc de xac dinh doi tuong ma doanh

nghiep phan bon can hudng tdi.

-

Theo tieu thuc khach hang vdi nhu cdu cua ho. doanh nghiep phan bon se biet

duoc doi tuong mua ma doanh nghiep can ch inh phuc.
- Theo tieu thuc san phdm. doanh nghiep phan bon se biet duoc san pham ma
doanh nghiep co kha nang thoa man duoc nhu cau cua khach hang.

- Theo tieu thuc dia ly: doanh nghiep phan bon se gidi han duoc pham vi khong
gian ma doanh nghiep co kha nang tham nhap. chiem linh.
De co cach nhin tong quan ve thi truong tieu thu san phdm cua doanh nghiep
phan bon. tot nhat doanh nghiep phan bon can su dung phoi hop ca 3 tieu thuc tren de
xac dinh thi truong muc tieu cua doanh nghiep.
2.2.

Vai tro ciia thi tru’dng tieu thu san pham trong hoat dong san xuat

kinh dncnh phan bon

Doi vdi hoat dong san xuat kinh doanh noi chung va hoat dong san xuat kinh
doanh phan bon noi rieng trong nen kinh te thi truong thi thi truong tieu thu san pham

trd thanh van de co y nghia song con doi vdi doanh nghiep phan bon the hien:

- Thi truong tieu thu san phdm giup cho doanh nghiep phan bon thuc hien duoc
ve mat gia tri san phdm phan bon ma doanh nghiep san xuat va cung ung ra thi truong
(gia tri duoc thua nhan). Bdi le, qua thi truong doanh nghiep ban duoc san phdm. thu
duoc tien de bu ddp chi phi kinh doanh. thuc hien duoc tai san xuat va thu duoc loi
nhuan de tfch luy, thuc hien duoc tai san xuat md rong, nho do ma doanh nghiep co
the tang trudng va phat trien duoc.
- Thi truong la noi cung cap thong tin va hudng ddn cho doanh nghiep phan bon
trong hoai dong san xuat kinh doanh: giup doanh nghiep phan bon nhan dien duoc cac
co hoi va thach thuc trong kinh doanh: anh hudng cua cac yeu to thuoc moi truong
kinh doanh vi mo den hoai dong san xuat kinh doanh cua doanh nghiep; thong qua
moi quan he qua lai giua ngudi mua - ngudi ban. giua cung - cdu va xu hudng bien
dong cua cung cau tren thi truong de giai quvet ba van de co ban cua san xuat kinh
doanh la san xuat cai gi? nhu the nao? cho ai ? ... Tren co sd do, doanh nghiep phan
bon se dua ra duoc chien luoc kinh doanh phu hop. co nhung giai phap va chfnh sach
dung dan trong hoat dong san xuat va kinh doanh phan bon.
10 -


-£////// w/// //////■

—.'//'// 7/t/ff/ff/ -0/fffff/

Thi trudng la noi quan trong de danh gia. kiem nghiem. chung minh tinh dung
dan cua cac chu truong. chinh sach. bien phap kinh te.

-

- Thi tru'o'ng la “tam guong” phan chieu tinh hinh san xuat kinh doanh cua doanh
nghiep. phan anh “suc song” cua doanh nghiep: doanh nghiep dang tang trudng phat
trien. dang ton tai hay co nguy co pha san.
- Thi trudng pha vd ranh gidi “cuc bo” cua san xuat tu nhien. tu cap, tu tuc de- tao
thanh the thong nhat trong toan nen kinh te quoc dan va lam cho nganh san xuat phan
bon trong nudc tiep can va hoa nhap duoc vdi nganh phan bon The gioi.
II. PHfiT TRIEN TH! TRUING TIEU THU PHfiN BON

1. Vai tro cua phat trien thi trudng tieu thu phan bon

- Phat trien thi trudng tieu thu phan bon giup cho mat gia tri cua phan bon duoc
thuc hien. Nhd the ma qua trinh tai san xuat phan bon duoc giu vung va co dieu kien
phat trien. doanh nghiep phan bon khong ngung cung co va nang cao vi the cua minh
tren thuong trudng.

- Phat trien thi trudng tieu thu phan bon giup doanh nghiep phan bon khong
ngung md rong quy mo san xuat kinh doanh phan bon va nang cao nang luc san xuat
kinh doanh cua doanh nghiep minh.
2. Noi dung va hoat dong phat trien thi trudng tieu thu phan bon

2.1. Noi clmng
Vdi quan niem “Phat trien thi truing tieu thu san pham la tdng hap cac each
thuc, bien phap cua doanh nghiep nham dua khoi luang san pham tieu thu tren thi
truing cua doanh nghiep dqt mu’c toi da, ti't dd nang cao lai nhuqn, mb rong thi phan,
tang quy mo san xuat va kinh doanh, nang cao uy tin cua doanh nghiep bang nhan
mac cac san pham hang hoa dich vu cua minh " thi phat trien thi trudng tieu thu phan
bon ve mat noi dung duoc nhin dudi 2 goc do sau:

a. Xet theo hinh thitc hila thi truting, noi dung philt trien tht truing tieu thu
phan bdn gom:
- Phat trien theo chieu rong: la viec md rong thi trudng tieu thu phan bon theo
pham vi dia ly. tang quy mb san xuat kinh doanh. mo rong chung loai phan bon. tang
so luong khach hang.

- 1! -


////// //////> j//

-£////'//// 7^/f/i/tr/ 7/77/////

De phat trien thi trudng theo hudng nay, doanh nghiep phan bon phai mb rong
mang ludi tieu thu cua mlnh bang each: phat trien mang ludi ban buon (cac dai ly
trung gian) va cac cira hang ban le tai nhirng dia diem mdi; tang sb luong nhan vien
han hang va tiep thi; tang nang luc va quy mo san xuat kinh doanh bang each tang ca,
tang gib. phat trien co sb san xuat mdi... de tang khbi luong san phaim cung Ung tren
thi trudng: mb rong chung loai phan bon cung ung va san xuat (nhung san pham phan
bon nay khong phai la nhung san pham co tinh chat khac biet doi vdi ca doanh nghiep
va thi trudng).

Phat trien thi trudng tieu thu phan bon theo chieu rong co the lam cho doanh so
ban ra tang len nhung hieu qua kinh te chua chac da cao, no chi phan anh duoc su phdt
trien ve luong cua doanh nghiep.
-

Phat trien theo chieu sau: De dat duoc su phat trien ve chat, doanh nghiep

nen phat trien thi trudng tieu thu phan bon theo chieu sau. Do la viec nang cao hoat

dong tieu thu phan bon tren co sb thi trudng va nang luc san xuat kinh doanh hien cd
cua doanh nghiep.

De phat trien thi trudng theo hudng nay, mdi doanh nghiep phan bon phai: tao
ra sir khac biet hoa san pham cua doanh nghiep so vdi san phiim cua cac doanh nghiep
khac; tang do thoa dung cua san phaim va tang cudng dau tu vao cong tac quang ba.
tiep thi de mb rong nhu cau va kich thi'ch nhu cau tieu dung san pham cua doanh
nghiep; cai tien cong tac quan tri hoat dong ban hang ...

Phat trien thi trudng tieu thu phan bon theo chieu sau khong chi lam cho doanh
so ban ra cua doanh nghiep phan bon tang len ma con lam tang ty suat Iqi nhuan cua
doanh nghiep. nang cao kha nang canh tranh cua doanh nghiep tren thi trudng.
b. Xet theo yeu to cua thi trudng, noi dung phat trien thi tntdng tieu thu
phan bon gom:

phan bon se t’.m moi
each de tang so luong ngudi mua cac san pham phan bdn cua doanh nghiep.
Phat trien khach hang: theo hudng nay, doanh nghiep

De phat trien thi trudng theo hudng nay. doanh nghiep phan bdn phai day manh
cac hoat dong marketing ma chit veil la phat trien cac hinh thuc quang cao va cac hoat
dong yern trq xue tien ban hang. Ket qua la doanh nghiep sc tang duoc -,6 luong san
pham ban ra do luong khach hang mua tang len. doanh sd ban hang tang len.
plum bdn: theo hudng nay. mdi doanh nghiep phan bon
se lim each phat trien thi trudng bang vice trien khai cac chung loai plum bdn moi.
Phat trien chung loai


-£/?'//// 77wi>//// 0r7/ff

-&///// Mur //rae >//

Cac chung loai phan bdn mdi nay cd the do chfnh doanh nghiep nghien cun san xuat
ra hoac khai thac bang con dudng thuong mai (dat hang, gia cong hoac nhap khau).

Phat trien thi tru’dng theo hudng nay, doanh nghiep phan bdn cung phai day
manh cac hoat dong nghien cuu thi tru’dng de nam bat nhu cau mdi cua khach hang
cung nhu cac hoat dong marketing quang ba san pham moi den ngudi tieu dung. Ket
qua la doanh nghiep se tang dupc chung loai phan bdn cung ung ra thi trudng, nhd dd
se tang doanh so tieu thu va tang Ipi nhuan.
hudng nay, doanh nghiep phan bdn se mo rong
thi trudng tieu thu bang cach tham nhap vao thi trudng mdi.
-

Mo rong pham vi dia ly: theo

De cd the phat trien dupc thi trudng theo hudng nay, doanh nghiep phai day
manh cac hoat dong nghien cuu khu vuc thi trudng mdi. Ket qua doanh nghiep phan
bdn se mo rong dupc thi trudng tieu thu ve mat khong gian, so lupng ngudi mua tang
len, so lupng san pham tieu thu tang len do thi trudng tieu thu dupc mo rong, nhd dd
ma doanh so tieu thu va lpi nhuan cung se tang.
2.2. Hoat dong plhit trien thi truong tieu thu plan bdn

2.2.1. Xay Clung chien liac tieu thu phan bon
De phat trien thi trudng tieu thu phan bdn. cac doanh nghiep phan bdn can phai
xay dung dupc chien lupc ve tieu thu phan bdn. Trinh tu xay dung chien lupc ve tieu
thu phan bdn bao gom:

-

Budc 1: Nghien cuu thi trudng & du bao muc phan bdn ban ra.

-

Budc 2: Xay dung chien lupc tieu thu phan bdn.

-

Budc 3: Lua chon va quyet dinh chien lupc tieu thu phan bdn.

Budc 1: Nghien curu thi

trudng & du bao muc phan bdn ban ra

a. Su' can thiet:

De’ cd the phat trien thi trudng tieu thu phan bdn. cong viec dau tien va can thiet
doi vdi mdi doanh nghiep hoat dong san xuat kinh doanh phan bdn la nghien cuu thi
trudng phan bdn. Nghien cuu thi trudng phan bdn la viec phan tich ve lupng va chat
cua cung va cau phan bdn. Muc tieu cua nghien cuu thi tru’dng phan bdn la de cd dupc
nhung thong tin can thiet phuc vu cho qua trinh xay dung cac ke hoach ve tieu thu
phan bdn. Cac thong tin nay nham giup doanh nghiep tra ldi cac cau hoi: doanh
nghiep nen hudng vao thi trudng nao? tiem nang thi trudng ra sao? Lam the nao de
- 13 -


fU/ //ff >//

JifM//// TC/ff/ff/

nang cao doanh so? San pham dich vu nhu the nao? Gia ca bao nhieu? Cach thuc td
chuc mang ludi tieu thu nhu the nao?
Cong tac nghien cuu thi trudng cd y nghia dac biet quan trong vi day la co’ sd
giup cac doanh nghiep phan bdn xac dinh duoc kha nang tieu thu phan bdn; kha nang
cung ung phan bdn cua cac doanh nghiep khac tren thi trudng; muc gia ban cua tung
loai phan bdn; mang ludi va hieu qua cua cong tac tieu thu va cac quyet dinh quan
trong khac trong tieu thu san pham.

Nghien cuu thi trudng con giup doanh nghiep biet duoc xu hudng, su bien doi
nhu cau cua khach hang; su phan ung cua ho doi vdi san pham cua doanh nghiep; su
bien dong cua thu nhap va gia ca, su anh hudng cua moi trudng va chinh sach den muc
tieu thu phan bdn.... Tu dd, doanh nghiep se xac dinh duoc nhung co hoi va nguy co
anh hudng den hoat dong tieu thu phan bdn cua doanh nghiep. Cung vdi viec phan tich
kha nang noi luc cua doanh nghiep, doanh nghiep se cd duoc thong tin day du de lua
chon cho minh mot chien luoc tieu thu phan bdn phu hop cung nhu tim ra duoc nhung
bien phap thfch hop de phat trien thi trudng tieu thu phan bdn cua minh.
b. Noi dung nghien cdu thi trudng phan bdn:
Qua trinh nghien cuu thi trudng duoc thuc hien qua ba budc: Thu thap thong
tin, xu ly thong tin va ra quyet dinh.

Nghien cuu thi trudng cd 2 cap do:
Thu nhat, nghien cuu khai quat thi trudng (hay nghien cuu vi mo)
Noi dung cua nghien cuu khai quat thi trudng phan bdn bao gdm: nghien cuu
tdng Cau phan bdn; tdng cung phan bdn; gia ca thi trudng cua tdng loai (nhom) phan
bdn; anh hudng cua cac nhan to' moi trudng va chinh sach cua Chinh phu doi vdi tung
loai (nhdm) phan bdn do...

- Nghien cuu tdng cau phan bdn: la nghien cuu tdng khoi luong nhu cau ve phan
bdn va co cau tung loai phan bdn duoc su dung vdi gia ca tdng loai phan bdn trong
tung khoang thdi gian.

Nghien cuu ve tdng cau phan bdn cung can duoc xem xet tren tung khu vuc thi
trudng, tren tung vung dat va doi vdi tung loai cay trdng, dac biet can phai nghien cuu
thi trudng phan bdn trong diem dot vdi tung chung loai phan bdn va gia thi trudng cua
loai phan bdn dd tren tung khu vuc thi truong va trong tung khoang thdi gian.

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- Nghien curu tong cung phan bon la nghien ciiii kha nang san xuat cua cac
doanh nghiep san xuat phan bon trong mot thdi gian co kha nang cung ling ra thi
trudng tdng so bao nhieu luong phan bon, kha nang nhap khau phan bdn, du trii phan
bon ton kho cua xa hoi la bao nhieu. Gia phan bdn san xuat. gia phan bdn nhap khiu.
chenh lech giua gia ban va gia mua tren thi trudng, udc tinh chi phi van chuyen va nop

thue de xac dinh luong phan bdn san xuat. thu mua hoac nhap khau.

- Nghien curu chinh sach ciia Chinh phii doi vdi mat hang phan bdn: chinh sach
thue doi vdi san xuat & nhap khau phan bdn. gia cac loai dich vu lien quan nhu cudc
van tai. gia thue kho tang, dat dai va lai suat vay ngan hang....

- Nghien cuu cac nhan to moi trudng nhu thdi tiet. khi hau. mdi sinh, bien dong
ve moi trudng... anh hudng den cau ve phan bdn de phan tfch dupe nhung rang buoc
ngoai tarn kiem soal cua Cong ty cung nhu thdi co cd the phat sinh.
Ngoai nhung van de tren. khi nghien cuu khai quat thi trudng phan bdn, doanh
nghiep can phai nghien cuu dong thai va xu the van dong cua thi trudng phan bdn &

linh vuc kinh doanh phan bdn (tang trudng. bao hoa. dinh tre hay suy thoai) tren tirng
khu vuc thi trudng va trong tirng thdi diem; xac dinh ty phan thi trudng ciia nhung
doanh nghiep ldn va chinh sach cung ting hang ciia ho.
Thi? hai, nghien cuu chi tiet thi trudng

Nghien cuu chi tiet thi trudng phan bdn thue chat la nghien cu’u khach mua va
khach ban mat hang phan bdn. co cau thi trudng phan bdn va chinh sach mua ban cua
cac doanh nghiep cd nguon hang ldn. Nghien cuu chi tiet thi trudng de tra ldi cac cau
hoi: Ai mua hang? mua bao nhieu? co can loai hang? mua d dau? mua dung lam gi?
doi thu canh tranh la ai?
Khi nghien cu’u chi tiet thi trudng. doanh nghiep phai xac dinh dupe ty trong thi
trudng doanh nghiep dat dupe (thi phan ciia doanh nghiep) va thi phan cua cac doanh
nghiep khac cung nganh; so sanh ve chai luong san pham. gia ca san pham. mdu ma.
pham cap va cac dich vu phuc vu khach hang cua doanh nghiep so vdi doanh nghiep
khac ... de cd bien phap doi mdi nham thu hut khach hang mua hang cua doanh
nghiep.

Ben canh do. nghien cuu chi tiet thi trudng con yeu cau d'anh nghiep phai rat
chii y den cong tac nghien cuu khach hang i khach hang la do; tupng phuc vu cua
doanh nghiep, la sir song con cua doanh nghiep. Noi dung cua vice nghi.'n cuu khach
hang bao gom cac van de sau:
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Xac dinh cac thong so khai quat va phan loai khach hang tiem nang theo cac
chi lieu kinh te va xa hoi hoc (mire thu nhap. nghe nghiep. viing cu tru...).

Nghien cuu tap tinh va thoi quen. cau true logic lira chon cua khach hang va
anh hudng cua trao doi thong tin mua ban den tien trinh mua hang ciia khach.

Nghien ciru dong co mua sam va hanh vi ung xir cua khach hang tiem nang.
Nghien cuu tarn ly khach hang.

c. PhUffng phap nghien cuu thi trifc/ng ciia doanh nghiep phan bdn:
Ngudi ta thuong dimg 2 phuong phap sau:
Phuong phap nghien ciru tai ban

Phuong phap nghien cuu tai hien trudng
* Phuong phap nghien cuu tai ban (hay phuong phap nghien cuu van phong): la
each nghien ciru bang hinh there thu thap thong tin qua cac tai lieu nhu sach bao. tap
chi. ban tin kinh te, ban tin thi trudng, tap chi thuong mai, nidn giam thong ke va cac
loai lai lieu co lien quan den viec san xuat va kinh doanh phan bdn. Tai lieu can
nghien ciiu la khii nang san xuat & cung ung phan bdn. kha nang nhap khau phan bdn.
muc phan bdn ton kho xa hoi. nhu cau ciia khach hang, gia thi trudng ciia tirng chung
loai phan bdn va kha nang bien dong.

Vdi phuong phap nghien cuu tai ban, cac doanh nghiep phan bdn cd the tim tai
lieu d ngoai doanh nghiep (dac biet la nhung tai lieu lien quan den cac doanh nghiep
phan bdn hien dang chiem mot ty trong thi phan ldn); cung cd the nghien cun tai lieu d
trong doanh nghiep neii doanh nghiep da cd nhung tai lieu cd lien quan den viec mua.
ban mat hang phan bdn nay va doanh nghiep hien dang chiem mot thi phan dang ke.

Nghien ciru tai ban se giup cho cac doanh nghiep phan bdn cd mot cai nhin
khai quat vd thi trudng phan bon. Ben canh mat han che la nguon thong tin thu thap cd
do trd so vdi thuc te thi phirong phap nay tuong doi dd lam. cd the nhanh. it ton chi
phi. nhung doi hoi ngirdi nghien ciru phai cd cliuven mon, biet each thu thap tai lieu,
danh gia va sir dung cac tai lieu duoc thu thap mot each day dii va tin cay.

* Phirong phap nghien ciru tai hien trudng: La phuong phap cir true tiep can bo
den tan noi de nghien ciru. Vide nghien ciru nay thong qua quan sat. tiep xiic true tiep
vdi khach hang tai cac kho, quay hang, cira hang ciia doanh nghiep. qua hoi nghi
khach hang, hoi cho. trien lam. lai cac chan ruong hoac bang phirong phap diet, tra.
phong van ....
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Nghien cun tai hien trudng cho phep cac doanh nghiep thu thap dupe cac thong
tin sinh dong, thuc te. cap nhat nhung ton chi phi va can phai co can bo vung vang ve
chuyen mon va co dau de thuc te.
De khac phuc nhupc diem cua tung phuong phap va bd tret cac uu diem cho
nhau. doanh nghiep nen sir dung ket hop ca hai phuong phap tren.

d. Dif bao mite ban phan ban
Tren co so ket qua nghien ctiu thi trudng. doanh nghiep can du bao muc ban
phan bdn. Du bao muc ban phan bdn la mot van de rat can thiet cho viec xay dung
chien luoc tieu thu phan bdn. Hau het nhung quyet dinh trong tieu thu phan bdn deu
duoc dua tren nhu'ng du bao ve muc phan bdn ban ra cua doanh nghiep. Thuc te da
chung to neu cong tac du bao cang cd do chinh xac cao thi doanh nghiep cang cd
nhieu kha nang dua ra cac quyet dinh dung dan. Thong qua nhung du bao ve muc han
phan bdn. cac doanh nghiep phan bdn cd the giai dap mot so van de nhu:

- Danh gia nhung lqi ich va nhung thiet hai khi quyet dinh tham nhap vao mot thi
trudng mdi. danh gia kha nang va mire do khai thac thi trudng hav quvet dinh thay doi
nang lire kinh doanh cho phii hop vdi yeu cau cua thi trudng.
Phan tfch va quyet dinh viec duy tri hay thay doi chinh sach lieu thu phan bdn.

danh gia muc do va hieu lire cua nhung thay ddi can thiet tren co sd so sanh trien vong
ban hang.

Hien dang ton tai hai quan diem dir bao nhu cau va mire ban: Mot Id. du bao
bien dong gdm: Tien luqng tiem nang thi trudng (kha nang mua hang cua cac khach
hang tren toan bo thi trudng va tirng thi trudng), du bao thi trudng trien vong (kha
nang tieu thu 6 cac thi trudng chinh, phu hoac thi trudng mdi cua doanh nghiep hoac
ddi tuong khach hang trong diem, thudng xuyen hay mdi....). du bao ve mire ban san
phfim mot loai hoac mol nhom san phaim trong kv. Hai Id. dir bao true tiep ban hang
cua doanh nghiep. trong dd bao ham cac tac nhan bien dong va cac tac nhan khac nhu
cac tham sd de du Mo mute ban.

Doanh nghiep phan bdn cd the thuc hien du bao trong ngan han. trung han va
dai han.
Du- bao ngan han (trong vai ngay hoac vai man): dur bao nay ddi hoi tinh chinh
xac. cu the de true tiep phuc vu cho chi dao hoat dong kinh doanh 'mg nhu hoat dong
lieu thu phan bdn 6 cac dai ly. cua ha .. cua doanh nghiep. Du Mo ngan han giup
doanh nghiep giai quyet mol so van de tac nghiep thudng xuyen lien quan tdi su phat
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