Phân tích công ty cổ phần tập đoàn Kinh Đô

Sinh viên: Bùi Thị Hương Giang
Phạm Công Quý
Tăng Văn Vỹ
Lớp: PB10131 - MA
DỰ ÁN 1
*****
CÔNG TY CỔ PHẦN KINH ĐÔ
Dự án 1
BẢNG PHÂN CÔNG NHIỆM VỤ NHÓM 2
Giai đoạn
Bùi Thị
Hương Giang
Phạm Công
Quý
Tăng Văn Vỹ Tổng hợp
Y1


 


    

 

  

    

Y2
 


    
 

 
  

 

  
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    

Y3
 
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 


    

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
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    

Y4
     
!

"#$  %&  '(
)*+  , +  !
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     
! 

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Y5
  /+  ,0,
,1  '*+  '2(
!3
     
!
     
! 

    

Y6
   
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
 !

45'6,'-
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
    

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Dự án 1
PHỤ LỤC
I. Tổng quan về doanh nghiệp
1. Thông tin doanh nghiệp
Công ty Cổ phần Kinh Đô
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Công ty Cổ phần Kinh Đô Page 3
Dự án 1
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#WX,<M')*+DA7W00,(,DB'*+89+
UEV,iQvW+)'6C2P'`+&'=80>($
9+b'JP'^9':.m7'2('9+,'2-
w9+a+@,x89+7^9':.GP'"XG(KY.*
';,'9+WX,%-,lwS&$N.yxz
UEVWIO5)8M`'&],f,$0''2/+eAM,.L
,'J,D.A'#$W(7'M,$N.7W +E\7'P',&])J+'@, 
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Dự án 1
7WDW/'[%C,'2=*.L.{]7W/'#$W(7UEV
$0''2/7'9+UEV.I'2B'e
3. Tầm nhìn


UEV.WJ,(,+A,<@.l7%t]'M,$N.
'(788u'9X7WA,W0(
4. Sứ mệnh
SF.9,DUEVW@CB'*+87'L(2]<&$N.$X$
'98;%(e.,0,(L'M,$N.'V8;'J')J+,0,<&$N.%b<+
7We+@G|'V,+,P$,0,'M,$N.'(7'.(88u
'9X7WA,W0(,('P',&.lBW/+V]'26'*$('2*''2B
'M,$N.
^C,bWV<F.9,DUEVQV,18[=9,.L.F,X+#
'@W'2(87L.7,r'M,9'@'9,a+&}2D2('[W\7.,(,bWV
'5.C]Q(&W +'
^CW@'0,<F.9,DUEV7'L(2]0'2%`],('P',&,0,
'7*'2(,+~,+F%t,0,W&.%&(.A'.F,X+#X$}
'Va+,0,<&$N.8,;W )'6<0'L(G|'VQV,1W0$F
W|O+C'*+8.7,r's.IWX,.(C,,DQ0,7
G|'V+V.. .7'L(.lW`+Q9W/'s.I,0,+, +7Q•
l'2(,V9,t.$0'+)'6<0'L(<M'(7'5.7r9'+)J'
,D5*^-#)UEV+V,\.A'WAi5*YWA<0
'L('2+'7,\Q&Y'6,,(7W0',#)
E/\$$ $0''2/7~'2X,AWe,|'V,DWA'L(2We'B
.(.+@WX,'.7W\\$,(],'2-CWJ,A
We7OIA
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5. Sơ đồ tổ chức doanh nghiệp
6. Các phòng ban của doanh nghiệp
 ELA,bWV>7,a+,\a+)`M,,(P',D,V')%(e.'P'
,&,0,,bWV,\a+)`%/+a+)J'7BWX,,bWVD)a+)`
 AWea+&'2>9'LAWea+&'2,\3'7*9.Q•.~
'7*7Y.

 'b0.W@,>8(AWea+&'2%b9.,\9.;'b,F,W`+
77a+&}(L'WA<&O+P'Q8(,D,V')'(,JX,
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Dự án 1
7QJ(L,WIWX,AWea+&'27WLA,bWV'Va+G0,
'7*%b0.W@,,\9.Q•Y.
 4r.2Q',\,F,Y'..+C%IWL('2(9,$0'
'2/.=2A''2B'$ *,F+,JX,''2B]-
7'Y0'2'9+,D,V')4r.2Q''./++
, +,D''2B~'2X,((L'WA,D$r*,F+
 4r*,F7$0''2/<&$N.,\9.;*,F+'J'QJ
2]<&$N..Ct.W0$F+, +,D''2B7'M,9
,JX,,D,V'):(72$r*,F$0''2/<&$N.,D
,V'),i#9.;*,F7$0''2/]8r<&$N.
.C8M'2*,V9@,\,D,V')68;9,,(2WB,V
'F,.o+.I)a+)'2-<&O+P'.C,(,0,<&$N.,D,V')
 45O=<&O+P',67'2+'5.,D.l(L'WA,D,V')
9'L'2(,V'),\$5O=.~$5O=,\9.;<&
O+P'2](L<&$N.Q0,+H~$5O=W`+WX,a+&}
%=.A'a+&W@,$5O=G0,a+&W@,$5O=,+'20,9.
`(L'WA,D$5O= 7%0(,0('--(L'WA,D$5
O='C0.W@,<&O+P'
 4rQJ(L,7'J$#'V'`+, +''2B'[Q@
7Q8(,;'/7'[%A$#*,F,D$r.2Q'
S+W\$rQJ(L,O.O€',0,'V'W\,CQ&Y7
+eM,,D,V')W/'[W\#$2QJ(L,,((L'WA<&O+P'
4rQJ(L,7$r'2+#9.;W`+$@,0,'2
,-,((L'WA<&O+P'7%07
 4r7,6•5<M,\9.;'b,F,,V'0,$r,0),]
,0)'2#''M)'JOk}$r['L(WA,Y.<\,<F,

Qs,D,V5*'b,F,,0,,+A,l$<MQ9'2(,V')W`+
WAOW,V'0,*,%0(,.77)'2/Q‚
 4r'7,6•QJ'(0,\,F,Y'..+,(%E'2(ƒ
M,'7,6QJ'(07,JWAQJ'(0'(W`+9,D,V')7'(a+)
W,D$0$+#'4r'7,6QJ'(0'M,9,0,9.;>a+&}
'7,6,D,V')O5)8M,1'*+QJ(L,'7,6a+)J''(0QJ
(L,'+,'7,6a+j'`
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Dự án 1
 4r,+F#''7'J$#QJ(L,<&O+P''[$rQJ(L,
8M'2'6'(0`X#'', 'J'<+W\'M,9(L'WA.+
<f.#'',+F,(,0,$5O=<&O+P'
 4rQ8(a+@,'J>G+'20,9.`(L'WAQ8(C
,0,W@'0,C,(7%(e.>#$QJ(L,'b,F,'(8„'M,9QJ
(L,$0''2/''2B'M,9,0,'D';,O+P'#$QN+7\
7W`+'J'<&O+P',D,V')
II Đánh giá doanh nghiệp
1. Phân tích thị trường
"7C,WV85'F'JCC.F,'Y'2=85<@hY.'2(W\
85<@'2(WA'+b8C,J.3chW5)7WA'+b,\+, +%0QR(,(
P':(72'+#$%-a+5W +B,D^9':.W8 ,&'9
,i7.A')J+'@~'2X'6,,M,,(7'M,$N.8(,'*+,('M,$N.
,J.'C3h'b,'*+,DB'*+8'(Q&(<0' W5),DU'2
p(28$G|'V8M%0('2(r3Y.'C7%0QR(<{'Y'2=
Q(&h.~Y.'J8(.A'XC%0QR(WX,'*+';,D)J+
=,0,Q+M,WV'*'@,WAWV'\,D^9':.,iW'2=
'75'@,6'|,WN)'Y'2=+, +%0QR(
(Q9.'[,0,C,0"H)<72+?+@,<M,$@
,Da+0'2-$0''2/Q'JW@C<M$0''2/,D''2B%0QR(8o'C
<M'Y`+, +=,0,$5Q|,'2(''2B7)

9'LO+C'2*''2B,('P)9,'*+';%0a+)7%0QR(,\
'/,+)/C<,0,<&$N.6'WB8(}'F,`<F,Qs,DB
'*+8C'@,WA'Y'2=chY.Y'2=,D''2B7),D
)J+=$5Q|,QR('+@,QR(%L,77<V_,V_WC'C]<&$N.
,\'9+
2(QW\''2B%0C'%0 %0l'z7%0a+)QV
'`.Y,0,<&$N.QR(WT,%9'7$5Q|,%0a+).T7%0a+)
r8(,0,(L7)6'WB
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Dự án 1
G\.A'W/.WT,%9''2(O+C'*+8'L''2B7)7B'*+
8^9':.Wa+'5.'C]<&$N.(7,\,P'X7
+e@,O+P'OF,D<&$N.E5)7,A$0''2/,(,0,,V')C,
(77(''2B^9':.,i,0,,V')'2(C,
2. Định vị khách hàng
UEV$5,''2B'7,0,$5Q|,sW/O0,W'#$Q0,7
,D UEV$5Q|,''2B7WQ0,7'(,0,'*+'F,
'26W}5QN+l,<='6,7'+#$
 UEVWQ0,7'('26W}><&$N.,DUEV'2&
2A'[.`f,7(.`:.C'P',&,0,.T'7,D 0
S,Q0G((Q<0.TG2,Q20'0C'V$
O@$zUR(G(,('UR(,0,(LW/$;,;+, +,D.l7.l
B.WJ<Ml'7(7`.+,(.~.0P.
 UEVWQ0,7'(5QN+l,WA'+b>UEVW0$F
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.%0.T%0'2+'+,(8$J'2+'+7.7r'P',&
Q0,7'2+7,('+b
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3. Phân tích SWOT của doanh nghiệp
Điểm mạnh
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WJ
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 (L'WA*,F$0''2/.L
 `.M,'7,6C
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 0'7X$}
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Điểm yếu
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 ?+&}+)*#'9+'eQ(,9+a+&

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 #$,+,D)J+7(,0,''2B'2(C,O+N'QN+2C,(7
,,(
Cơ hội
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 H=2A''2BO+P'QN+Q2#$p†7n‡n
 GV9$0''2/78ˆ'J$,#
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Thách thức
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Dự án 1
4. Mô hình 5 lực lượng cạnh tranh của Michael Porter
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Công ty Cổ phần Kinh Đô Page 11
Dự án 1
^-#)9,')Wb,&'J'J$'+].0).\,,V9'*'J9
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Công ty Cổ phần Kinh Đô Page 12
Dự án 1
III Đánh giá 4P của doanh nghiệp
1. Sản phẩm
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Công ty Cổ phần Kinh Đô Page 13
Dự án 1
<&$N.%0WM'2(%(\%&(a+&WX,5+87G@'„,D'9+
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:I9+WX,B^9''
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2. Phân phối
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,7'*+';,7`+,7W.LX+#,(8(9$E/'*+';
WX,7\,D .~8(9$W`+<k8;]$'F,$5
$@7\<&$N.,($X$CWT,'7`Q8(,i
,0,WT,'6,D<&$N..78(9$.+@'*+';GV'),s$ U
EV<k8;Q*$5$@7>
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B'*+8.A',0,'2M,'J$'[,0,,k7Q2),DUEV
U*'*+';7)QV]|$8(9$'J'Q9.WX,,$6
'2+.7,r|$,V'),\W`+Q9'J$O|,'2M,'J$CQ0,
72(Q*7),V'),\'/#WX,,0,$&e'2M,'J$'[
Q0,7EX,O5)8M'[Y.ZZZ9)9'@7)WI,\
Q2)'2*,&C,'2(]Y.'C9'@Q2),\'2/l
$0''2/.LB9,,V')'2/Q.V-Q8(X
a+)`
 U*$5$@0'J$>
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<*+'W/l%7)%0,0,<&$N.,D,V')9'@<*+',\
Công ty Cổ phần Kinh Đô Page 14
Dự án 1
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'2(9'@Q*$5$@,D,V')E5)7Q*'*+';,6
,D,V ')Q@X<&$N. +,+)/ a+Q* 7),J.
Q(&c3h'bQ@X<&$N.'*+';,D,V')[,0,WL
}7),0,<&$N.,D,V')'J$';,'Va+,0,7%0gW/'C
')B'*+8,+@,

G(WJ)9'@$5$@,DQWVWX,,(7(7&(P''2(<@
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'),\X'J'[9'@Q2)=Q+M,$6f,,V'),\37$5
$@3,k7%0g7Q2)b,AUEV,\7$5
$@c,k7%0g7Q2)E@CQ*$5$@9WLU
EV,+,P$<&$N.'2M,'J$,(<*+'
:(7,0,-'F,$5$@'2*UEV,r'b,F,W/.%0
%0'2+'+UEV'2*,&C,7(.'2+'+7Y.
UEV,r'2/QQJ(L,*QJ''*+';<&$N.C,0,8(9$
'*+8CW@'0,W +'*74$<'(W\<&$N.,DUEV<{WX,%0
WA,a+)`'L'2*W/.%0g,D4$<7X,L^C9,X$'0,
C.A''2(],V')C,&Q0'7W +'JCQV]|$
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'9+UEV<0,,0,'9+,D4$<
 ^C.LC$5$@'2*Qf$,&C,,0,<&$N.,DUEVWX,
%02A2I +=.lQ+M,'['7'WJV'VWUEV'2=
'77<&O+P'%0QR(7W +^9':.C'$  hW@C
%0'2+'+'$ ,V')*'CKh
3. Định giá
  !"#$%&'( )*>M,,P',D$$0$7),D)J+8M7(
QJ'a+&,D9,'6'(07$5'6,,$68(9$C.F,I, 
'J'W/8MQJ.F,0Q0,+'6,FC(7,&,D8(
9$P),$6,ACIW/<+W\W20%0
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Dự án 1
  !+,' +/(0+1$>UEV8M7(0,D,0,W@'D,L
'2W/W20%0,D CW`+Q97,P'X7.o+.I,D
CW@'D,L'2
  !+,' !+1(234(/$5!(&>S&$N.,\,P'X

,(W&.%&('L(WX,r'W@CB'*+8*UEVW
0%0,(.A',|',iQV5)$&FW0Q/W@CB
'*+8ET,%9'UEV7I9+b'J5+WB78oW +'2(
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o#WX,<MDA'[$6Q0,7HT'7%02+'+7
.A'68;,;'/0%02+'+,DUEVQ0,(<(C,0,I
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4. Xúc tiến
 G6<0,a+&,0(,DUEVWX,'M,9Q0P'a+0C.;,
'*+[W&.%&('69+a+&,Da+&,0([],(,$6a+&
,0(=.F,X$}W/QV'Y0'7W@C<&$N.UEV
'B'J7,0,,J8,a+&,0('(.W@C]<&
$N..'6'B;%0'2+'+%0QR(a+7%J+,(8$'J'
,0,<&$N..C'2C,Q'+<&$N..C2''2B
 UEV0$8;`+,'2-Q+)J.I,0,,'2-Q+)J
.I'Bf`C,0,8$ˆ'J'2+'+?+@,'J$;]J'
+)*W0G0,,'2-Q+)J.I,DUEV'B'+WX,
9+a+&,\8('0,WAWJB'*+';,+@,<&$N.
,D,V')UEV,i2P',|'2lO5)8M]-'F,Q+)J
.LP$8oW/'+|'B'*+8GvL.2+'+Y.
UEVWIQ}QJ''s'+#X$'0,Q8(C4$<^9':.
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 :(7,0,,'2-Q+)J.IUEV,r,\,0,,'2-'2|
'=QQ0,7<k8;<&$N.,DUEVG'2-'2|
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,A'2+'=Q<+'#$a+7'.Q+)J.LQ<k8;<&
$N.G(
 UEV0$8;,'2-&.0'2M,'J$,(Q0,7^68;
,'2-&.0,(<&$N.%02+'+7(,+@7)'2C,
J'2+'+

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Dự án 1
 UEV,i'.`+A,X'.L'2(C,7a+@,'JA
,X7^9':.,P'X,(7Y.C.;,'*+a+&%0'
9+
 t9,'.7(L'(L'WAOIA'7,X`+(L'WAY
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^9':.:b%#' W5)UEV77'7'2X,6,(,+A,'
wG+<F,-'7<f,^9'x7,CW\7(L'WA'T'g%&(
/.)'JW +'*'2(,'2-c3'g%&(/.)'J,(B
…(7,#…(Y.='7$@eG6H
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Dự án 1
IIII Bảng báo cáo kết quả tài chính của công ty Kinh Đô
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Dự án 1
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Dự án 1
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Dự án 1
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1. Các nguyên tắc kế toán chung được thừa nhận
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7<&$&WX,#'(0@,0@,,D'7<&WX,'6'(<@'`
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,F<(<00=<bQJ'(0C,0,\W%07

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Dự án 1
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Công ty Cổ phần Kinh Đô Page 22
Dự án 1
IIV Tài sản và nguồn vốn của doanh nghiệp
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Công ty Cổ phần Kinh Đô Page 24
Dự án 1
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1. Khả năng thanh toán
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