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TP. HCM tháng 12 năm 2013 1
MC LC 2
I.Giới thiệu về công ty: 2
1. Lịch sử hình thành Công ty Hon da: 2
 !  "
"#$%&
2.Ngành nghề kinh doanh: 4
3.Quy mô Công ty: 5
II. Tình huống: 6
1.Nội dung tình huống: 6
2.Phân tích 7
"'()*+  *,-,,./012%34
-,,./012%354
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: ;<").&=>& ?"+  .@ABC'<"2""02

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)223-.%(2*A20>\IL#BGJvGW! GWS2 " 2
20"8,1"w 'i "#6'c2_ " )3 /,
 ;EQ*20" )'g_GW) ! Y)/, ;E4"l
&&#BGJGW'!J) ! .&vI8I)">2 _IeJ0
 &
N>\IL#BGJGW- .&2EQ.! 0<I0&"2_/
VB'&"f)^jIN0< @"Z"IGWA3")GW- "fN
.sJ+8>I7"lxD%GWI7" )+)"2_  ;0j/;8+
=I7"#<"=("f_  ;0jx
 -.4*+3'A20w "r"8"C2_GW- x.&2
E4+ ? !  GW . "'!-6+ eGW!"I8.s`-
6'2i GWW2 ;"yxn2+ "Z"+f2B+ )64
BlI)@+ );2&) ! /! .@"JB lx;"L""&

#BGJGW- x,B \;>Z,/"eIK "JG=""I\ @.&23
GB*I @&'& GW ;+ 20 !  " )" . "I_ E4F.!
IZ"-DM2,20D2WG22''W02># 2UYZ"-&I,bI7"
;"L.@+mB *;8+"L'\,>Z,/G=""+mB 6*IC"m'&)
3"i"f20 . "
*+3,-.5-/.AE4Q*GW""20'/,b"I7"? _ > )I)
.! Iz"I e3m'7.&0' R20IN%I7""cIblxE9*
20'&&#BGJ/VBIL ;GC0<&#BGJGW- lx*
>\IL.! &#BGJGW""20l#. ''WY)*NIN"8>3&
#BGJGWlP 25l#. ''WM&<IZ#. ''W.&&#BGJGW
\#. ''WU**.&Y >W
-.56/*+7,A20'&&#BGJ<IZIL ;"f/ !  
 @0dGW#? ;> ^dGW""I_ .&2E9QINi2;
"+,-/0PKQ :1Ra
"+,-./0-1+2--34-567 89303:-3
 @+ eGW20i-.&me2-#2.! 6'2i GW20
+"
E9E20INI3DTIZ"-, #2<IZ.&2#BGJ*
&IN'&#J.& #JIZ"-Iw_  =,IZ"-./&
.! ./3"'!-Z26IZ"-! &0j3"2GW"l+"*8
2iIZ0<; B)I @"pvZIZ"-./&l")IZ+"
jZ".&2?B Y3 .! _ ' GW_%0jjo"o\-#{
'&#JIZ"-o./&i2_  0& I7"\.&2+
IZ"-]I)b"AI'&#J+ 3"|
-.4)223A2+ eGW4*200<IIZ2&"fGW
>q"";.&2"">Z,/ ;"yI3 .! J"B""'2i GW20lV\"x
M2i v'2i GW}# .&S#{+"8# 0Wn"  >0U= +ml"")
!"*# 0Wn"  >*.&>Z"3>8"b,
_"+@K??-1.@A
E9*20'&&#BGJ/VBIL ;GC0<&#B

GJGW- lx*>\IL.! &#BGJGW""20l#. ''WY)*N
IN"8>3&#BGJGWlP 25l#. ''WM&<IZ#. ''W.&
&#BGJGW\#. ''WU**.&Y >WN"d"8""&
l  "2'* '> M20~" 2~'>U*.&  2#. ''W* 
2' *.&LICMQU20INlZ&! l '',22#* W2 
20lZ;#+ "8,Ll#. ''W*P 2*.&"-#l ;"b.&,
 el]20*P 2VZ,/AB'("f20V\"xIzl2"W*' ~2 
200.&""GW . ">"2x"8&#BGJl'' #2*P 2v
E9F&4Q*Q*20>2l;Z"-#l#BGJlV\"
x*IzlWW#>*}0 &&2&&.&29
i D *20•
"+,-/0PKQ :1RQ
"+,-./0-1+2--34-567 89303:-3
E-33+b-1A
Bc9H+-1.E-33+b-1A
Cm""m#"C#<"f"20
D! "&"20%"\""\20IN"86"m#"
.@C#<7,'(Ie'i 6&"I8"2%m#"C#<"f>J
"bZ"&2"rI@B A"">!"5e01*>3m.&#$01*I&2i2.&
, e*IN ZC#<
"e01C#<l20J.&INl&>mA)
€K I3"•# "W"f20_e"?6_ 0!
K *02""+x#.&"C"f" !  h"de ZIz"I e
6+ "?C. ;'&+"?"2W""\*?&"f">Z"J,"2.&2
'&. "2"*Z+ 6_ &+"8'<".&,y"J"L
 )"8e/GHqK I3"&J?_ & .&#b"k.%
"2q#b"+`W.&& '&"3'‚ "f#<&"
D@"">3m.&#$01C#<*+>2 _I@>iC. ;';"J,
W2C ;&GHW2+B.& IZ.! ". "I7" 2h&'/,
Zf>Iz"> I C. ;2"ƒ>&&I I)QF

&"f"IeW20‚ .&GWGH"1e%IZ";*+B<"
  .1"fv_ 2"hJ"Z_ & 20j?'&
>J+ek &*"b'i '7 m""2"#{I7"?01|
m#"INZ"f"J">q*""#+ )'i '7 /
"2"0j`"rI@I7"I "2.&I7"lI=b"*I7"
/+ '-*C>/"*I@>im#"C#<"f20'&%sIe""
"*02 ,3&",01*"m#"&.v=_ &
.vI&2i2+ )_ '2IZ;C"3 ).&\>8.! "'C0& -
"+,-/0PKQ :1Rd
"+,-./0-1+2--34-567 89303:-3
S34-.T73
SBe75f`3e9-9<KhM3Ui-1M3eM=L-HN-1./G-1.E-33+b-1
n3e9-9<K=>.+@j-HN-15:GWc-1A
e"?'&A%I ""b"$. ;W2 @+m"i+"
*Ie%6_ ,j7,.! "";"L"f". "
!3e9-9<K=>M34-.T737?-1=9<7
Cm"". "'&A% ;"bZ 0". "qG"I
I @+  )&*"" .1*" *A@i+ <" ". ".&""
,y"J*+xC. ;"L ),B "8Ie<" 3". "
!e7@P+7Y+.+@j-HN-1A
e01,B \"z.! "L.@wC'<",j7,.! " )'7"
+ 02"f02 ,*"p )&e0126_7,"L )
e01I7"6_ <"#<,j7,.! ;"L"f". "*IB
>B2"2K"b""8IZ r'2IZ3Ie"8e B>!" ,m.@I&2i2* =,_
'2IZ,I7"6'<""f%2A%'2IZ
eI7"_ "8+„'/*<"\>8.! ". ""fK"b"
eI7"_ "8#b"+`W*'&. "'C0& 2K"b".!  .1I7"
 2
!3e9-9<K=>W>^I.-34-=9P-A
SS3Ui-1M3eM=L-HN-1./G-1.E-33+b-1A

8-.9:;<=-8>?…IC*. d"fC. ;I7"I@
"2*C. ;#{2iIZm""<"*"fIZ>l 6#g#i2"f?I7"
+)+m".&I8/*&AB#i2"8IJ01.‚S<I2&+)202
 ,I7"%&.&"f"3_1" ;"*02 ,l&Z
"ZIwC .&b†.! C. ;b`*_ NIi2'&_ 0C
"+,-/0PKQ :1Rk
"+,-./0-1+2--34-567 89303:-3
"f*,8+2"j.! . ""861" ;0& i="IyI7"2&eC
. ;"3\! 0%,2""'NIi2&Z26;\""f. "
'NIi2W2%b"&'&02 ,"r,B "8m"i"2*C. ;
',B %""?"/,*"B  ),-,,qI,b;"L"f". ".&
C"2 AB#BGJ
-e01"f'&e01_ 0! K '&. "'&
J.%5
n?'&6_ k*"8#b"+`W*%IZ";*IZ*#i2*
 %.! ". "*3e >BC*"8 LIK ! R
n_  ?"3 )"2"'&'C0& R
n^I&2i2R
n^d/,.! ". "*.!  _'&. "R
 eIZ r">Z'NIi2& ;"-#lw">ZA2i"+)
 5
n Vq. "&'/,Zf>Iz"> I C. ;2"ƒ>
&&I I)QF&"f"IeW20‚ .&GWGH"1e%
IZ";*+B<"  .1"fv_ 2"
IN e+ ""I .&A2i"">Z+) """J,*&#2*
>K#0#"">ZA2i"*i2w">Z'C0& *KI.&"f
IZ>K#*"_IZ r">Z'NIi2"""J,+ "L )
n VK _ "8& *,j7,.&2"".mAB'(.&#\,G),">ZI=
.! #l_*'<""fv_ 
S_3l-1.3+L-5m9=F`3n`3J-A

!3+L-5m9A
‡ ,me01J,* )+ _  2%+ ).&e"?R
"+,-/0PKQ :1Ro
"+,-./0-1+2--34-567 89303:-3
‡d/,.!  _'&. ""f"R
‡?'&. ""L"j.&)+BIe<" 61" ;*2& >B2"f
%
‡m"7,I3 .! 602 ,*/,I2&"L#<! {*IZ,#
i2*3k802 ,
!3n3J-A
‡w""J,'2IZk& /#<"di")R
‡t  '&. "+"2
‡2IZk""8#<\>8.! 02 ,*;0GB%iB
. "C+8+"2&AB
Sa&9P-3<.367.g=F/p./:^F93q7`9-3-139<K=>r+,-./0-34-567./G-17e7
HG:-3-139<M9<.:KA
"ABC#<i D  "8 @.JI@Al#3
'C';'N2'&.swi 2. "e01.&I@>iC#<v>;202
 ,"02 , .s"GW?_ k"8& *""8 @"-
Z , e.& )Y8'&<")2""02 ,&!".&""02
 ,0g"K,L8 *. "e01i ""02 ,'&
J0w 0&2*" +8"2&e01'&%IZ*+BI,b"2"
. ""di")D "AB'(C#<l""02 ,D "d'`'k2*_
.&. ""I7"#\,G),7,'(;2iIZ02 ,D "Ii 
AB"2*"d @_ '&. " &@02./C+8+"2""
ABC'<"
SQ3L-Zs.=FW>Z+[.
8AI e"2q""/,I2&'!_"?)3'd&"f
C. ;.&0g ;6_ &IN'&. "I7"Z_  0& l
"%?I@,B "8& "b+e"p"8'd&

"+,-/0PKQ :1Rt
"+,-./0-1+2--34-567 89303:-3
"e01C#<"f20'&G!"f""*/,I2&'!
+"r+e+)'/"mG"I7"*I @I8"djZ"W2"L*
" )'7"+ 02"fv&"8""e"?+"8Z#3
"3"8mIZ,2z""! &'/,*?3%+ )6"
! %"\""\?,B Iz_ & #b"k';&IL.&#Z_  2i
IZ. "GW?'d&I7"AC-
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>Z+[.A
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02"21" ;\i0& i"f"
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ni2"-Z "2_ k,'<"
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nV3m*I@>iC#<W2'<"+GHI)C ;
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"+,-/0PKQ :1RBu

"+,-./0-1+2--34-567 89303:-3
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