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Hoàn thiện chiến lược sản phẩm của Công ty cổ phần mía đường Nông Cống

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Trường Đại học Kinh tế Quốc dân Chuyên đề thực tập
LI M ĐU

 !"#$%& '(%
)*+,-./0123-,45-&
$6.+76(8-.89:;-:<.(-
:=!>(8?4? @(A2B
CD"+E0F#(/$8G(HIAJKC.;
,-./0(23-,4L660:? 
M!D;@(:68N(>:HOBEO8P,-
.C2:6*Q? @()*!Q
R$3612"I:636? 
M!,-"+,*6.S-.*
6;!>.I5-&<'
MC.;Q:6(?;*+,2:':T.U(
;V6A “Hoàn thiện chiến lược sản phẩm của Công ty cổ phần mía
đường Nông Cống” ::V=*? @((6-.
;"*6;:6="'(>
 *S6**? @(-
.+
38.IW(XNA
,NAY<:,-./0(23-,4
,NZAE;:*? @(,-./0(2
3-,4
,NXA18?4 ND [(6*? @(
,-./0(23-,4
\(MC6 (N]
Quản trị Doanh nghiệp 52A SV: Nguyễn Út Trang - CQ523836
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Trường Đại học Kinh tế Quốc dân Chuyên đề thực tập


MỤC LỤC
LI M ĐU
CHƯƠNG 1: KHÁI QUÁT CHUNG VỀ CÔNG TY CỔ PHN MÍA
ĐƯNG NÔNG CỐNG
F
++E/<:,-./0(23-,4 F
+++^ F
++Z+7>?_'6:6Q `
++X+79:;8 a
+Z+,N!/$< b c
+Z++de8W/- f
+Z+Z+e8W< > f
+Z+X+OYQ(? f
+Z+g+O^(4:6D8(.*S 
+X+3W; X
+X++E6? :6W:4 X
+X+Z+3WC; g
+X+X+1.("D>:6- g
+X+g+G).I F
+g+,4 `
+F+d/<:(;8D8:6(-DI6
,-./0(23-,4
`
CHƯƠNG 2: THỰC TRẠNG VỀ CHIẾN LƯỢC SẢN PHẨM TẠI
CÔNG TY CỔ PHN MÍA ĐƯNG NÔNG CỐNG
Zf
Z++E''Q? @(,-./0(23-
,4
Zf
Z+++ @( Zf

Z++Z+ @(4E3EY Z
Z++X+ @(CD" ZZ
Z++g+Y< IH? @( ZX
Z+Z+,*? @(,-./0(23-
,4
ZF
Z+Z++,*? @(; ZF
Z+Z+++,(HI ZF
Z+Z++Z+,*? @(;:6<';

Z`
Z+Z++X+h'(?:6Q(? Xf
Quản trị Doanh nghiệp 52A SV: Nguyễn Út Trang - CQ523836
X
Trường Đại học Kinh tế Quốc dân Chuyên đề thực tập
Z+Z+Z+Y< ;*? @(,-./0(2
3-,4
X
Z+Z+X+3.ICW0BH XZ
CHƯƠNG 3: MỘT SỐ GIẢI PHÁP CƠ BẢN NHẰM HOÀN THIỆN
CHIẾN LƯỢC SẢN PHẨM CỦA CÔNG TY CỔ PHN MÍA ĐƯNG
NÔNG CỐNG
Xg
X++KT(HI)* Xg
X+Z+KC.;*? @( Xg
X+Z++,*: Xg
X+Z+Z+3C!*? @( XF
X+Z+X+iQDD'? @( X`
X+Z+g+YIC4:6>IH Xa
X+Z+F+e6>:H6 Xc

X+X+^ (?Q(<';*? @( Xj
KẾT LUẬN
Tài liệu tham khảo
DANH MỤC SƠ ĐỒ BẢNG BIỂU
+Z+NW/$,-./0(23-,4 9
Z+Z++NWIC4,-./0(23-
,4
29
+X++O C4,-./0(23-,4
#(ZfX
13
+F+A1T8D8klm\,-.,i(23-
,4
17
+F+ZA1T.4DI6k\m\ 18
Z++g+O N!? *:6IH? @(#(ZfX 23
Z+Z+Z+O < IHZfnZfX 31
Z+Z++O D? @(ZfnZfX 28
Z+++ h.'? M! 20
Quản trị Doanh nghiệp 52A SV: Nguyễn Út Trang - CQ523836
g
Trường Đại học Kinh tế Quốc dân Chuyên đề thực tập
Z++g+OQWN!IH 24
CHƯƠNG 1:
KHÁI QUÁT CHUNG VỀ CÔNG TY CỔ PHN MÍA ĐƯNG
NÔNG CỐNG
1.1. Tổng quan về Công ty cổ phần mía đường Nông Cống
1.1.1. Giới thiệu chung
EI0.D[GA,-./0(23-,4
EI:BD[GA3o,o,i

EI>D[pA3,Uq
,(.+
EI:Bp6A3or,o
EHLAKE#7k3-,4kEe+
EUAsfXatXcXjX`jnmMAsfXatXcXjgXF
d>uvUD?UAAwwvvv+?+:x?+:
1?4AZcffgjZjZF
G4A
Ey:4d*0Uh.>?4aZwhdnO33d1z3
6.Xw`wZff`6.fawjwZff`O83-:6Q--6A
Quản trị Doanh nghiệp 52A SV: Nguyễn Út Trang - CQ523836
F
Trường Đại học Kinh tế Quốc dân Chuyên đề thực tập
+fff+fff+fff  W sO[  A  1  (8  y  Wt+ 3#(  ZfX  6A
gf+`g`+fff+fffsO4(Ny?#(D4(N?Wt
E8>b-.6A
Y8d-AfF{F|g||nfF{ga|jf||
G98OBAj{Z|gf||nj{gF|cF||
,<48gF6X(E>E!3-,46f(
E64Ee"XF(:2EC.3(+
,-.,/0123-,4*6TU!.}#
b?4AZcffgjZjZFnzLY:6d0uEe!+
,-.*6T:,/0,-.d3-,4nz
368TN:>6:IE/,-.12
dlO83-:6iQ3--+,-./0(2
3-,4*MC.;I!W~-7Id',8
ME#7.3-,4uEe:/26ff+
,-."C0.U<.>TG3(
8T;:62;>(:< ? M!
"!I(L6 C66

<•:6/$2H)*:<.>T+
,-.89:;-:<.(-:=!
> ? @(Ad4IIC
D"++++O0,-.C.(2::)!(SE
e".3-,43E3KCE9^[(S€D6
-CLC.4:4•TC.(25(? 
@(QD+E <NZf#(W6)C
LC.W(25"S#0(:'>D8+
3,-.-I'U/NC(AJ7*2W
6IPID6-C:•BD":C.(2+
1.1.2. Lịch sử hình thành và phát triển
,-./0(23-,4C6-.d3-
,4k6(836;8E/,-.12+
,-.  *6  TU<.> ?4 fwjjjnhdwO33nE,,O 6.
XwfwjjjO8LO83-:6iE3EEe"+,-.
8U!.$T#b?4Z`cg6.ZawfwjjjL
Quản trị Doanh nghiệp 52A SV: Nguyễn Út Trang - CQ523836
`
Trường Đại học Kinh tế Quốc dân Chuyên đề thực tập
:60uEe".-=8:6
Q+
,-.N'(8!,2+36
(.  *  MC.  ;  U  <.  >  0    ?4  `jXw33ndEKzwhz  6.
`wjwjjaO8LO833‚iE3E:-?!Fff!(2w6.s";
%(L8IZfff!(2w6.txL-MC.;6.fwfFwjjc:6
66:6:T6=6.Zawwjjj+E= 0#(Zffg-
.?TI(3-7Id',63-.IW(2
.IH:H? M!,-.+
E6.ZjwZwZff`-.6N:>6:I8T;
8E/-.(2l>?;< b:(8KYzN

625/$C?;+36.Xf`#(Zff`,-.*
O8LO83-:6iE3E<.>?4aZwhdwO33nd1z3
.Qz36,-.3-,46,-./
0+36.ZjwZwZff`,-.2$L6-./0U!.
$T#b?4Z`fXfffFffLY:6d0u
Ee!6.ZjwZwZff`+d#b./0$X:66.ZcwZwZf+
3.?/0"O,-.M>AdQ"Q$
::66.(8Q'8T'  (D .I
0:6Q/>? M!-C-?!D B:
-Q:).I+E=",-.62?
R*0W(2A04CD"4D :;:Tx•
D6W#(?"(2?#?!< !+,-.
5 -6:T.Q(2.I[(
!($ ?(DC.8M8(!
T;ƒ,-(2.I(24:6:T.Q(2
5* <.N4V$.I0
C+3:T.#(0C.2(2.I:•*
::6"Q+,? @(-.56.6*
C:!*5(L8? @(+E=-.u? M!
? @(-.(L8? M!IHI(? @(
4II:6CD"::I$„"!(
#+
Quản trị Doanh nghiệp 52A SV: Nguyễn Út Trang - CQ523836
a
Trường Đại học Kinh tế Quốc dân Chuyên đề thực tập
1.1.3. Lĩnh vực hoạt động kinh doanh
+36? M!A
 M!
O-D/*
e8>:HWV

OD-IB&2:6? @(I<
,AYM#0
 M!CD":6*!N
 M!W4-W
 M!$#?S0(:6.? 
EWC.(2
e8>:H?
OD-(.("D>:6H)(.
,AY(.("D>:T6D
 M!RR:}:6:(&
KC.;6
KC.;-'?B:6D8
e8MC.;.IH
GT 6"D[D8
KC.;-'•TCH
YD:66"
,AYD:66"
 M!? @(?x
e8M!T@6"x
,.Q-W(24(2:6-Dx
D+,? @(2.A
d2B…UI@G3(AE,G3k`jFjAZff
iCN:?:*xiC3iY::I+
34II"JE#7P+
1.2. Cơ cấu tổ chức quản lý
O8(.8,-.*/$U(-'< b;.
$#C6X!< b:6OYQ(?,-.+E/$D8(.
< bU?NW+Zkj+E/$D8(.? M!D
Quản trị Doanh nghiệp 52A SV: Nguyễn Út Trang - CQ523836
d†le‡ldˆ3^,‰dŠ3^

Op3Yl‹1oŒE
e‡ldˆ3^hr•3E…Ž
Op3E‰3^^lŒ1d•,
i%/$n62
i%E62kY
i%Y•TnY,
36(.D
KL? M!HsC:?E3EY
KL? M!.Is%.IEC(4-t
i%YkI
i%Y
c
Trường Đại học Kinh tế Quốc dân Chuyên đề thực tập
*bD8T.I%D!T:6< %
+h.(-/$:6D8(.-.":>D'+,N!/
$< b6:6Q(?,-.?A
Quản trị Doanh nghiệp 52A SV: Nguyễn Út Trang - CQ523836
j
Trường Đại học Kinh tế Quốc dân Chuyên đề thực tập
+Z+NW/$,-./0(23-,4
1.2.1. Đại Hội đồng cổ đông
de8W,/-6N<<.>!,-.DW(
! /-"<.DQ<.U<.>+
ded,dI"<.<.>D[-<>
<.::!8@(<.U<.>+ded,d-<<.
>8@(<.D['$DQ<.8V!.bD[
:#D +ded,dV2!(R#((80e8W< >T:6/
$+z)6? M!(2Ided,dI*/
$?S:H? M!-<a6#(+
1.2.2. Hội đồng quản trị

e8W< >6N<< b,-."6<.C
,-.Q<.>:6;<.:6*2*-.
=:!8@(<.ded,d+
E6:Ie8W< >DW(A
nO6G5E>e.d$n,>e8W< >
nŠ7IG#Eni">e8W< >
nŠ3-G#7nry:IedhE
nŠ3.•1e6nry:IedhE
Quản trị Doanh nghiệp 52A SV: Nguyễn Út Trang - CQ523836
f
Trường Đại học Kinh tế Quốc dân Chuyên đề thực tập
nŠE03Venry:IedhE
1.2.3. Ban Kiểm soát
O6i(E>1NnELD
OYQ(?"(:HQ((?8< be8
W< >6:Ie8W< >x86E/
(4D8(.S:x8N:>6:I,-.
862+,!68d><.<.>
de8W/-e8W< >:6Tx>(
de8W/-;(:H*+E'D@(
>D62D''KYz6#(-.:6D
-< be8W< >Ide8W/-8
VI+YQ(2*b*2;:6($8@
V< b68? M!/$-
4I:6TD62,-.+KU(M}?/:6
6-.-:< b68-
.D!$6M}!.0U<.>de8W/-
U.I0/-"(/-U<.>+Y>D
D/??_/ N!/$< b68
,-.+

1.2.4. Ban Giám đốc và bộ máy trợ giúp
O6,-.A^W(fE/^(4:6fXi"/
(466,-.+
E/(4s-3-G#7tA,>(
6(V8? M!k,-.x,>?;(?
e8W< >OQ(?:6>(e8W< >:6
T::;<.:6(:H*+h.>:
:!I<866.,-.+Yb! *
WN(62+KC.;:6E/$;
? M!:6N0,-.>(:<
? M!,-.edhE:6ded,e+Y>ND4
2N!/$<.< b8D889:;6,-.'
e8W< >MU(M}<.>+O/((•($$
Quản trị Doanh nghiệp 52A SV: Nguyễn Út Trang - CQ523836

Trường Đại học Kinh tế Quốc dân Chuyên đề thực tập
< b,-.+h.> N:6 2"2
!N4:8,-.+E.QH8)*
:#;? M!,-.UN*edhEI
.+Y>N /$M_bR+
i"/(4H382s-E0G#Yki"/
;tA^SE/(46:-382,-< 
b0x,>?;u;E/(4:6e8W< >-
.+,>(E/(4edhE:6iT:9:;*
+
i"/(4H3.Is-3.•G#YtA^S
E/(46:-< b0:).I(2MC.
;*:6<.Q:).Ix,>?;u;
E/(4:6e8W< >-.+,>(E/
(4edhE:6iT:9:;*+

i"/(4H•Ts-i(G#E!tA^SE/(
46:-/$? M!6(.D? @(2
:6MLK? @(Hx,>?;u;E/(4:6
e8W< >-.+,>(E/(4edhE:6i
T:9:;*+
O8(.*SE/^(4DW(A,%D$#:66
(.? M!;-:*C-:6>?;6;
O/(4+,HQA
i%Yn,IA,"(:H((O-
.MC.;? M!6:6B::< b
:Tn.I:T(?B(TM!:Td0MC.;ND 36
(.:6/$IH? @(++
i%E62nYA,"(:H((OE/^(4
::< bE62nY:6/$;-62
4I-.x!0.-:862
LN:>+
i%E/$ne62A;-:#•C!.
62MC.;/$88D8-.+,"$#S
D(4MC.;/$D8(.< b;*8[(?_H
Quản trị Doanh nghiệp 52A SV: Nguyễn Út Trang - CQ523836
Z
Trường Đại học Kinh tế Quốc dân Chuyên đề thực tập
"< ;*8-.U‘:6;8
N68+dW;< b:?_H!
W?N6-.*SR*E/^(4:6%D+
i%Y•TA,"$#Q(!*.I0
:6Q(D ':6M!.((.("D>C..? M!
CD":6+,>(Q(U‘-4
:6((S^(4:9:;< b?_HN(.("
D>:T6,-.+E((-MC.;h.>

N_(:6Q(!*+YQ((.I:T
D6@(:66@(+
i%Ai%(:H6MC.;6
BIH6? @(' C
4:6-4%:H"I<+KC.;:6Q
I$Q(?>M!:(4 HQ
4IN?LB(:-N(C
<.>636++E;6(>2*W
:66$+
i%.IA,"(:H((OE/^(4:-
.I/$6:W#(?"((2=8
-CW(2+h b6E(.I:63-7I
d',+
iCMLAsXCMLtA1R6(.CML? M!(8
(8"(? @(A
n 36(.DdA M!D? @(dx
n iCMLE3EYA M!? @(E3EYx
n iCMLKC:?A M!? @(CD"x
1.3. Nguồn lực doanh nghiệp
1.3.1. Tài sản và nguồn vốn
+X++O C4,-./0(23-,4#(ZfX
(Đơn vị: triệu đồng)
E’l•3 3^rˆ3G•3
p+E6? B Zc`+Ff p+3*  Xfj+ga
l+E:6 NN Zg+jg` l+3*B ZX+`Ff
ll+, 062B jZ+XF ll+3*6 jF+cZ
Quản trị Doanh nghiệp 52A SV: Nguyễn Út Trang - CQ523836
X
Trường Đại học Kinh tế Quốc dân Chuyên đề thực tập
lll+,  B j+Zfj

lG+e6W Zj+cZg
G+E6? B Zf+Xj`
O+E6? 6 fa+XZZ O+G4?L cg+X`
l+,  6 l+G4?L cX+jFj
ll+E6? 4> f+ZXX ll+3W2<• gfZ
lG+, 0626 X+jc`
G+E6? 6 Z+fX
E/86?  XjX+cXZ E/8W:4 XjX+cXZ
1.3.2. Nguồn nhân lực
E/?486(:-.6FXc"86
jf(XFZF“/?48x8(6Zgc(
`gaF“/?48+48=!LI(0Xf“/
8+3W8.*6-C•TN
ll"`X“*DTgwa:6Fwa+
3#?!8D'<C#(AXaX!+Y Zff
W:6 FW*T+
,2?QWC;
h.!*C?;A-<.:6WC?;
-.%!*C?;.I6*6
S:.I(-6$ (.I-
."*W< >!=/-AE/-.(2lI
(#C;* +
,2?QC?; (D QSQC?;
7;*D8< b:6D8•T-C•T".
DT%:==:=+
1.3.3. Máy móc, thiết bị và công nghệ
zC..? M!D5C."*0:6C!
:!:62.}(-< I-
-.-":>4+d"0D/?C!<
'8-L($D':66+

zC..? M!Eh4? M!zC..
CD"G3(? M!'8-L($D'
zC..? M!*:6=#(jjj+,-?!
Quản trị Doanh nghiệp 52A SV: Nguyễn Út Trang - CQ523836
g
Trường Đại học Kinh tế Quốc dân Chuyên đề thực tập
`F“ncg“-?!+
,-?!? M!CD"Af+fff!w#(+,-?!6#(
( gF“-?!+
 *? M!Xa`2Xg“-?!+
,C..? M!!N-?!
"#;? M!D,-./0(23-
,4!M?:#;? M!+
1.3.4. Vùng nguyên liệu
,-.TC(:)WS"84!:6WD[
TND .3E3KCE9^:60L3-
,4+,-.T0:6MC.;:).I=D(L8
2xO?I:HZffnZf,-.08W(
WZfWws#FW?:I:HZffjnZfftx(2
4ZWws#XWwt+362?R*-
,-.%2?R*DAd4:
N:>sM-nC(tX#(IH"2(2/>=ff
kZff#?!D'<Caf!LIxZffkXff#?!I`F
!wx=XffLI#?!`f!w!*4+
,-T:6C4(2AN!4:4
(2" #>?CD#?!!*4sGzzFF
GzzjFn`c…Zg++tQ44s…f…`t+dW=
4"#?!!!*}(I2?_H4(
:644( jg“/2+
,2?4::).IA

n7,-.:64-:H"4B/$:6T
< b:).I6?++D0ND Q(?
2;-*0C(++,-."2?R*
:6>($0W(2+
n,-0CD":6:).I(2A,-.MC.;
N!CD"D""D"S:6Tu<.D"C
*.I0C(b-C?*4}(-"x,N!
CD""N?L=/€+
Quản trị Doanh nghiệp 52A SV: Nguyễn Út Trang - CQ523836
F
Trường Đại học Kinh tế Quốc dân Chuyên đề thực tập
n,2?A2?!"!WC.
-< x2?0$-Cs6.D=
4(2CD"4D :;:Ttx,-D4?6((2QC
C.IC(W#(?"(2:6!(24-.xeR*
:T.Q(2.I:6(.x2?R*>N:6
88UL:CN:>>N"62:6
(L8Q2#?!!*(2x++36-.%"
2?R*DM .I>D[(S (D
W(2+E.I"0.*W
+
1.4. Các đối thủ cạnh tranh
nd4;6
,-.,/0127(NC636(.7(N+
36.Zf#(jcfAE,2ib<.>?4ZgwEEI
.(:HMC.;36(.7(N+,-?!+Fff!
(2w6.D>:6-m,O,8%i!+3[(
(#!M!4WV:6;*8L
:;(EC.Ee" <.' +d>
Q(MC.;MEVKNs.6E>!7(Nt.EVKCu

Ee"+7pr,o:;:6EoiZffM!?B!,CŒ+
EzYzeh 3!G3(+`#(IHM
EoiFff!G3(+3#?!(2!u
6:)7(NsD'<C?:#?!(2 txdC.6(84
(!+
,-.E3ee(2G3(nd676-.I:
6?(!(OB:? M!:6(2+E/
:40``rz:66(8,-."C..-
!+EF#(jja,-.DB0:6? M!+,-?!6
(}`+fff!(2C.w6."QC-?!}Z+fff!(2!.w
6.+EN?”Q? M!? @(~&
:6? @(=(TuW(U+++::+z;MC.;6(.
? M!1U;@(-?!g+gffCw6.?”*66:6:6
80#(ZfC/:40-.Icgrz+e
Quản trị Doanh nghiệp 52A SV: Nguyễn Út Trang - CQ523836
`
Trường Đại học Kinh tế Quốc dân Chuyên đề thực tập
4< b!*-.*^nrYp!$uI
@<4lojffAZffc+OW(ae.E>:6c3-7C(E
uEe"xfXe.u3O':6fZ.ue%O'+
z2Z+fff!`ff+fff!(2.I+^"0:6(
:6T/>?40af+fff8-C:6NZ+fff8+
d?4:#"M8-8W(2* ‘+O8(-
-*/(I6.Q>N!U,-
"ne"3---+
nd4
,-.".N!=? @(TT
=Eh4=E7: !•D6+ @(
!* (D 6? @(((6I5!
*8+

,-.? M!:6IHZ? @((64E3EY
JE#7P:6CD"::I+E>4E!?-8
:6 4   6 !  (    s:U
<–:++t6%"?;=(6.
 V++++,%:>CD"5 
4(>D6EuEe",-.CD"E3-
,-.CD"E03-ƒ36,-.% ?;=
4(@4(T>:66"
.+
1.5. Đánh giá tổng quan về tiềm lực nội bộ và môi trường bên ngoài của Công
ty cổ phần mía đường Nông Cống
O +F+A1T8D8klm\,-.,i(23-,4
E
E
,.I4DI6. 1$8
<V
EV?4 4Q(
<V
 r.2,-.66.(8
 
f+fF X f+F
Z ,"(D0:? M!
(2:6"*:W
< >!-.
f+fc g f+XZ
X h.(-#;? M!:6>0& f+f` Z f+Z
Quản trị Doanh nghiệp 52A SV: Nguyễn Út Trang - CQ523836
a
Trường Đại học Kinh tế Quốc dân Chuyên đề thực tập
g E'8-L($D':6

6
f+f Z f+Zf
F ,2<.!>N
<C(R*-C:660
f+fa Z f+g
` E(;62( f+fa X f+Z
a O8(.kC?;W f+f` Z f+Z
c E(#C;L($D' ffa Z f+g
j e4u.6%

f+f Z f+Zf
f Y-"*6? @(?:
6
f+f` Z fwZ
 ,2<.!>N
<C(R*-C:660
f+f Z f+Zf
Z ,**D6
)*
f+f` Z f+Z
X 3#;L($D'
"(Z
f+f` Z f+c
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-.
f+f` Z f+Z
E/  Z+Xg
O +F+ZA1T.4DI6k\m\
E
E

,.4DI6. 1$8
<V
EV?- 4Q(
<V
 1-2>TT*
:6/>
f+fF X f+F
Z ,N2?Q}6
"./U2;
L(L4:6(2
f+f` X f+c
X ,2<.!>N
<C(R*-C:660
f+fc Z f+`
g Y#L?4*C
?$(#
f+f` X f+c
F d;I)*: f+f` X f+c
Quản trị Doanh nghiệp 52A SV: Nguyễn Út Trang - CQ523836
c
Trường Đại học Kinh tế Quốc dân Chuyên đề thực tập
?C(##?!:6
QC.(2I8
` 3W8W60)>
"'8C2L($D'?:
 85VV:!
f+fF X f+F
a YV-Q
:HYeYEI:6? 
M!< b

f+fF X f+F
c E>:6>0? @(
-."Q:VQ
Q-.=D#
f+f` g f+Zg
j G).IC((S"
84B$
f+fj Z f+c
f zC06WD6C8IT
<•T%
f+fc Z f+`
 e0N?L•T:)(2.I
%
f+fa Z f+g
Z ,    .  B        C.
WsC.(2:??B++t
f+f` Z f+Z
X Y-?I(4

f+fg X f+Z
g ,            )
66!.B
f+f` Z f+Z
F e8T:6.NTTE
h4=E7:6M!(8?4? 
@(.
f+f` Z f+Z
` E>:6.40:6.I
82HƒD!/"
f+fa Z f+g

E/ +ff Z+gj
,-.uL($8D'::>2*8D8s*$
#t+,-.08MU(M}.48D8QC#;N
D #;CN #2$:64"
Quản trị Doanh nghiệp 52A SV: Nguyễn Út Trang - CQ523836
j
Trường Đại học Kinh tế Quốc dân Chuyên đề thực tập
DD4 >?$4
.:66.64NN+E",-.
 $44:N8:6(4UV(-
8('+,-.0H;?*$"4N
QTHN8"*:64Q" LI;"Q
"(4UVDI6+hF#(MC.;:6Q-.-.
0*R$('6(2+3#(DB*
((('5N8WBHQ(.
'-.?”"DQ:*DT+
CHƯƠNG 2:
THỰC TRẠNG VỀ CHIẾN LƯỢC SẢN PHẨM TẠI CÔNG TY CỔ PHN
MÍA ĐƯNG NÔNG CỐNG
Quản trị Doanh nghiệp 52A SV: Nguyễn Út Trang - CQ523836
C.?!.:6D < 
C.?!.:6D < 
Y6(
Y6(
!
!
O4N(2
O4N(2
6(?(2
6(?(2

2.D[N
2.D[N
—(2(2
—(2(2
K_b(2nM}N(2
K_b(2nM}N(2
3.I:6s12C.t
3.I:6s12C.t
Zf
Trường Đại học Kinh tế Quốc dân Chuyên đề thực tập
2.1. Tình hình phát triển sản phẩm của Công ty cổ phần mía đường Nông
Cống
2.1.1. Sản phẩm đường
h'? M!
Z+++ h.'? M!
s3WA^',-d(2ki^+3.•38
n3KOOYe3t
3.IQ? M!64(2" #>
?CD#?!!*4sGzzFFGzzjFn`c…Zg++tQ
44s…f…`t+dW=4"#?!!
Quản trị Doanh nghiệp 52A SV: Nguyễn Út Trang - CQ523836
Z
Trường Đại học Kinh tế Quốc dân Chuyên đề thực tập
!*}(+e.-.>? @(Y2
B…:6Z+e? @(
6.:!*-"?;I
Q6.IuL
(6+ @("(6
B?N?:? @(
Z+ @(*>

:ND'<C6g+FacG3dx
D"GpE6A`+FffG3d+ @(
*? M!;=C.(2UI
@G3(A E,G3 k jffnZffc?_
H-B/<'6(
?"*! !:6
(8(T~!<
'!:4!;
8(8? @(!*? @(.*?_H
66.6($46"Q?_HQ!#:6D
;@(+++
 @(2B6(86""80!
:62? @((yV!:Q? *:6IH
6-.+ @(L#L :!:6
*+e."!.QD2;)
:"62?BQ(?4:TT:62
?.2? M!:T.C.6!
<6d#(+z;D($#LIH
:•N ##L:? M!0
6? M!DN;;@(++I)CC:•
#(+3B(DB*6.-.TSV:6? M!
C#?! (D  :!*:6?4*+
G>IH-.:6C4
:;Ae638e zNe %OB^OB33(d>E
O'++"*0Q(L8/(-C!*? 
@(C#;? @(+36,-.5
Quản trị Doanh nghiệp 52A SV: Nguyễn Út Trang - CQ523836
ZZ
Trường Đại học Kinh tế Quốc dân Chuyên đề thực tập
*M!@kC.6(8*0.(#

:6N8+E.IW6:(#"56$
!%&-.  6D8:(.("-QC
!*? @(I@<4+E.I:(;
-.:•"Q;*.*6.?-.5
R;'( *Q;(HI6.+
2.1.2. Sản phẩm nước uống TNTK
OW(? @("fZF7xfX7xfF7xF7x
"D'a7:6O'Zf7+ @(II*C
464Ee":6?4.
A3E3-,4++CS
N<62!V
D:+++uEe"+,-.
=DT0:6? 
@(    4  (  9  C  S
6I)"TD'
  %    (  #    >  
Ee":6:;OBEO8+,-
.(L8*>IH
II  -< :;
V(HI6!4
gF VN Xf bD• "
*IH/>:? *
66?D:I>D6
u+dC.6(8? @((C(
T>-..I"
(#*:#-?!:6C!? @(>
#N(9>?C:6D:+E>
#L4<.(->(#%0:*+
2.1.3. Sản phẩm phân bón
OW(iCG?gngngiCG?cngnciCG?fnFnf+ 

@((u*I)8D8:).IU'$$
Quản trị Doanh nghiệp 52A SV: Nguyễn Út Trang - CQ523836
ZX
Trường Đại học Kinh tế Quốc dân Chuyên đề thực tập
+E$6? @(CD"?”*!8CW(2
:).I?(2'?”=2CD"D0
$+ @(CD"!0.(#()"!4
iCD"E3-E03-++?D'<CIH8
CW(26FfffnZffff!w#(QC.W:)
'2!!6Zfff!w#(-?!CD"(u
ffff!w#(+,-.:•$*0CD":)
.I(2+e,-.0C!C..CD"
#<.(-:6? @(-u? M!? @(CD"
:).I(6-.%? @(CD"
C.WS-?B+++
2.1.4. Kết quả tiêu thụ sản phẩm
Z++g+O N!? *:6IH? @(#(ZfX
s:AWt
EE EI? @( dGE 7IH z0
 d2B E! Xf+fff ga+gZXg
Z iCG?gngng E! g+fff Z+Xcf
X iCG?cngnc E! `+fff Zc+ffff
iCG?fnFnf E! Z+fff f+ga`Z
g 1Tu E! j+cff j+`fff
F 3E3EYsF7w,t E! Zf+fff a`X`
` 3E3EYsaF7wO't E) Xa+Fff g`fZ
a 3E3EYsfZF7w,t O' Fg+fff Z+cgF
c 3E3EYsfF7w,t E) Zf+fff ccZ
j 3E3EYsfX7w,t E) Zf+jgf XcX
f 3E3EYsZf7wO't O' gZF+fff F+gfj

,8 FF+cXg
Quản trị Doanh nghiệp 52A SV: Nguyễn Út Trang - CQ523836
Zg
Trường Đại học Kinh tế Quốc dân Chuyên đề thực tập
Z++g+OQWN!IH
E=D N!? *:6IHT!.? @(Y2
B(? *IH!U(NcF“+dC.6? 
@(? M!2 -.+iCG?:6E3EYu((8
*IH&+dC.6Z? @((:6IH:T.>:•
%C.6>(#0Q+
2.2. Chiến lược sản phẩm hiện tại của Công ty cổ phần mía đường Nông Cống
2.2.1. Chiến lược sản phẩm đã đang thực hiện
2.2.1.1. Các mục tiêu đã đề ra
1HI/<A
nd>AiNC(*,-.ZfnZfF:6
>#(ZfZfAW?$I$T*C6;:6•T
*?$6;' QD:"MC.;
6(26;@(W4:6QN(
>:H6?$?4+
n1HIA
E$!MC.;,-./0(23-,4L6
60:? M!D;@(:68N(>:H
OBED8+
E$Z4:? @((2A
˜ET0:606:6? M!(2A/>`+fff(2
$wafff#?!!*:6?$C.(2I($?
::;+
˜d0C!C..DWD8'8-
!*? @(/>:6$0"(Z6(2+
E$X4:? @(W4AE=DT0:6? 

@(W4(9CS6I)"TD'
%(#>Ee":6:;OBEO8+
E$g4:? @(CD"A0C!C..CD"
(BZfnZfX$? @(4!:).I
-.=#(Zfg0#<.(-:6? @(!
:)+
Quản trị Doanh nghiệp 52A SV: Nguyễn Út Trang - CQ523836
ZF
Trường Đại học Kinh tế Quốc dân Chuyên đề thực tập
E$F:N(>:HA=D0Q8N
(>:HD[ "0(9>0N(>:H-
k-OBED8;DD-D•? @(-.+
E! 8N(>:H"0C:>-.IL
6? M!:6N(>:H6? M!D
;@(:6-60:;OBED8+
E$`HC?$!C!*8
/$2>M8d D8,-6:6d6I,-.
:N:>IM!?B?:(xH:
/>2>8D8xMC.;:#",-.:68TQ+
,uIA
G? *Ad4:? @((HI,-.6#(
ZfF?”X`+FZ!:6#(ZfZf?”NFf+Fgg!+d4:
? @(4EeEY#(ZfF?”f2w#(x#(ZfZf?”Zf
2w#(+,4)6? @(CD"(HI#(ZfF6Zf+fff
!w#(x#(ZfZf6Ff+fff!w#(+
G!*AD'<CFF`!wsZft+3#(ZfF`Zj
!w+3#(ZfZfaja!w+,!*? @(
ZfXnZfFD'<C lcF“+
GD'<CA#(ZfFZF,,s6(*
(2t:6#(ZfZfXF,,+

EI(2wA#(ZfFcj(2w+3#(ZfZfcF
(2w
G (6? @(A3#(ZfF6 ( X“?:
6#(Zf+
2.2.1.2. Các chiến lược sản phẩm đang thực hiện và quá trình thực hiện
,*? @(6(86(8N$":%
D<V*MU(6MN?4+3B(DB*
6.,-./0(23-,4:6'(*? 
@()*[(*< IH? @(!+,*
? @((6,-.?_H6A
 Chiến lược đa dạng hóa sản phẩm
Quản trị Doanh nghiệp 52A SV: Nguyễn Út Trang - CQ523836

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