Tiểu luận phân tích cơ hội kinh doanh bia sài gòn


 !"
!#$%&"'()%*"+,- .
/01 /2345)%*674895
.*674,:;"'
("& !+<=;8>5( &?%&:@!
 3=%":A85?BC,
DEF" 7" A1+ G!H
I!J%K8J<@! +:L%KM:)
+ !'N8/,?%&BO<!::
 /2%.!:PQ/C )+ <C !<'RS
1"89T"&@!+755NT%&
A:C/CU :/N :%.D1:0 :)++:
%KM:NT8
.5VWC"!!#%K#"
O%2V7<=,-!3;%%&!8X+;#!
(+ +W,0<!&!P8
Y5HZ[%TZ%&I\XF]\^H_`ab/<'!C%E
M*8@<!c<=#!d!C%E5 S1C
%E1 \1B!.D *!#<!,-
A674?eC%E("& !++:C%E
+/%fg < ^ h NHIRN27<=,C%E?
%&:@!!H\XF -75K"'*C
%E1,-!.Y 3i+(V!#
!#%K,\1B!."(V:cH\XF&K
<!#C%E@!d$'/-IE!WQ
c+(5%(!#<!SH\XF#?C
%E5jd8\5<(V,3k

 !"#$%&
l8 '(')'*+, )/'0123+1(-'4'56)7'89:

@C2m,\1B!A:&-#n1:0,
%K1\XF %K<=;,8
b8 ;-<=>)7?7@6))A'B
8 '0'CDE)A(-FGHIJ
@51,>%HIh%T65<D)bopq8
18 '0'CDEHII1HKK
rbsrtsbupp5[%THf:/V"NIU5H
T@&D9.HXl-(5H\XF
buobv/@([%THXwll%T5YD5[%THf:

buoo5H\XF*KC#!Nv/@(
[%THXwll
8 '0'CDEHKK1HHL
buouibuux9('&?r(I%&\I4,5H
\XF.%K +S(C %E+/7%QN y fg _z
\!B 9!! 888buux5H\XF5H\XF
&(&Q
5%&\XF
5K/[%TH
5%&!w
5@(<!<fB1!6\XF2I67!
5@(<!>,5>f52I67,5
<8 '0'CDEHHM1HHK
buueibuuo ('#xb(I%&
buuq 5H\XFN(&v/N>I
buut "N(&5[%TH->5
buutibuuo>N5("2I67H\XF&(
5Hh3{(
5H;>K
B8 '0'CDEHHH1NOON

?rrr 9|IU7%T,H|lil\`urr?Qbuue
?rrb 9|IU7%T,H|lil\`urrbQ?rrr
)?rrr 5H\XF<!2I671;(,#
%T2I%T?rr/s)>N5("2I671
?rrb5H\+>)
5H9BB
5H9%K\B
?rr?>5@(<!H;>K
5H9>P
>N>Y!#> ;>K}
~8 '0'CDE)PNOOLCQ0/
>ps?rrx>N>Y5Hi[%TiXw\XF\^H_`(K2*
5H\\F"N(&Q
5[%TH->5
5%&I%KJ%K
5>,5h3>•
5>%K#JC'Hi[%TiXw\XF
?rre>N>Y5Hi[%TiXw\XF\^H_`52YV
!#B!-5€i5!B!5"C2xps?rres|i
H,H%*H8
\^H_`#2I%TKerx/1!# !++?to/12I67
##1I<!5H\XF8\F##br51C%K8
?rrt9!•(!&o5h>f\^H_`

?rrp>Y5Hi[%TiXw\XF\^H_`('&#&
,#!2I67 <!2I4H\XF;%&(:P
 2I48
?rro>Y5Hi[%TiXw\XF5Y5Yh;Hi
[%TiXw\XF/V%!!#51\XF, 5
51&78

95>Y5Hi[%TiXw\XF\^H_`+Y?o(8
?8 -R+),-S-?7DE)CT
8 K7YVSn
b8 )F>Y5
?8 H>/Zw"!
x8H>('i>C%Ei>%K
e8HIU;%‚
q8HgNZ\I67
t8HV
p851>bop5ƒ/>
o85H\Fi,
18 !1!1-+5/Q
>@J>99[`„\^lX`
>>99H^`H…\^flXz_@h9y>9†
>hH^`H…iw9`H‡lH…9>ˆ{
>{>99>9z‰>l9f^@^{^
ŠX>{h‹>Œl•Xl^`9‹Hl^\•lXŽ
8 9!%&. IAG!I%&8
<8 h":G.Y("&] NHI 9|
<  fg  y  ^  V  9  @  h  >'5  \g  !  X  \!B
f52 9Mw @!a#!%T!NC%E
&8
U '(')'*+<4@VG'07'8
H%K)+S(C%E H\XF.*
%E1#"&:"-
%EU
@VY('1:7Q?rier
H\XF +SA
•KQ 
2# ) R+S

!•10K,
-888  %E \  XF
  1!  E    
#  !  -  I  V
•>"" 6:
!-<V!
I+G5
LH\XFRdZŠ
5ƒ  >"  w•  ]h8br
|8>H-a.

CO>C>
]%E9H-
 >,Va#+
0E-Q
c@'0 /1
%•!I
O5H\
XFW8C1€ 
5V;8:3
•M-!
+&12+
21• 2!
#75F-
IK 2
1&61MKd8
H#> GT)-7)A0'
\XF LO)+,'1-6')+,'
WX?(')+,'-Y0)
'*+H\XF-N

6LQc‘>h9f +H
\XFO1"89;
%!O.D
H\XFRd8
 7I•*0
Y &
/ R%
:5(/!
>h9fK-
22+
%K1Y"Q
H\XFU
!#2I41,5Qxxx \X!_6! \X!@B \!\B8
>

















:

2
I




4

Q


’
b8 '00D0ZA
NU'0LLL
>:2I
4Q
’,!#2I4QH@B
’MQq8x“/
’J/Qxxr
’>;Q%& f X#! 9!2
’H!1-Q+!!" ?e
!sG!
’9%&<=2m<'Q!K
# 7*brZb?
’9%&<=1I!IQHI!IK
!9B”Bih<!8
>"63"&M+
!S2SE

’\17%TQ>(4
>\eQ?rro
>C%EQ
H!xxx%T2I67
.(I%&8
>Q
“333 – Thế giới ngày càng thêm ưa
chuộng”
LU'00'D@Z-'0[
.)'-+?\<4@VG
’,!#2I4QH@B8
’MQe8u“/8
’J/Qxxr8
’>;Q%& f 9!28
’H!1-Q+!,56 
?rsL?esG!8
’9%&<=2m<'Q!K#
7*brZb?8
’9%&<=1I!IQ
iHI!IK!!8
i>"63"&M+
!S2SE8
’\17%TQ>(4>\xQ
?rro8
;)A]
H\!\B%T2I67
.(I%& S1#
&%>h9f 9 } ;
>K >R
.C'*@

“Saigon Special – Chất men của thành công”
\I41\!\B&;
brr“]+#!a %T2I67(
<55:#("1N7
(BB!5:
<5#!(%KC!!
•&2I41(C
%E8
\!\B!#1S1<!
%E(<G– )
!28
MU'00'D^@DA)
c>

1
\!_6!-5!#1!+7
%T7YC IN7GT&1,dQ5/
N6L,%E(<G2m<'1\!_6!8
\I41\!_6!.%T674"K?r%&("&
&0C%E1N2+/E%Qfg < ^ h V 9
@ NHI y \!B 9| 9!w!R
H\!5!%&V;28
.)'-+?\<4@VG
’,!#2I4QH@B8
’MQe8u“/8
’J/Qxqq8
’>;Q%& f X#!9!28
’H!1-Q+!,5
 ?rsL
’9%&<=2m<'Q!K

# 7*brZb?8
’9%&<=1I!IQ
iHI!IK!!8
i>"63"&M
+!S2SE8
’\17%TQ>(4
>\?Q?rro8
;)A]
H\!_6!%T2I67
.(I%& S1
D:>*!:8
.C'*@
“Saigon Export – Không bóng bẩy, không
phải ồn ào, không cầu kỳ, không cần phô
trương, uống thì hiểu”
\I 4  1 \!  _6! %T 2I
67B!%K  BB5:
<5 #!%KCN
B85.2I
|5-71&gN%K#G&VS1
E.#!(%KC!!D!#1\XF5;5!
%&28
Hình: Quy trình sản xu1t bia c2a SABECO
'07'8"&xq“C;C%EHi%&I58
9K%E) %K1\XF,>Y5H%T %&I
\XF ]\^H_`a.+S*C%Ebu("&8>!++7
:+"):1%V h 9@ >—\P ^ f#8
! 01\!_6!_\!\BF+S!0
2•*fg ^2%& h%N \!B 9|_
  h    2    &    %K    1  Y  "  (  "  &8

f:S1N6L:2I41\XF ;"%E1-•:
%(/c9%KCNd(;8\I41<!>Y5\^H_`
2I67."PC%E2!F%E(<G/E!1/
5"c%KCd!58
N
`ab2cd#!efg
a
l8 ;)A]7D
b8 f%E(
8 C/CU
• @!%&G$(1I!J%K&8@!
:/8
• X!Q
˜!I?uobb%E1etrr%E,5,5"(2f(
'8
˜>B!2)?rrt-@!+ee215&W8
˜95/,@!.5"C;%72m05"%E
bt_<tuD•vB!"5JB m41(&@!i
5",@!&Y;%<(q
z\J<"2n!!)?rbx8
18 w/NQ&+G&?G%A 7;&/N*:
8
8 J2
• >Y2<t8tpp8qxe%E]%&/ps?rroa
• K7<2–8>!+<2DbqY*("qo o“]+!I
b8oeu8?bp%Ea8
?8 f%E/C
• @!!!#65<"J,< #!:
:<D1%&"(,P6.8@!B!"75( 7I
I#<@!I.#!!</I<5

78>"/CYC8
• |<!<1;8/,MbqHKH8V;
%&,C%&%T|m+™q)8
• KN| K5:!7,%&8
• KQ9MH%* <!|1YB!:67,
,C%&8
• K%Q>F<>!<!|1;<(:m,z•
1%E'|8
x8 f%E"
• :"@!%TIUB!-VN8/,@!1A;
5"/5%D)buot8
• w"@!2!%YCš,5"<!2V2I677š
M<!1(!F& !F5"8
• >!0);5 D!!#›!7"& "@!
5)8@!A1AEK #!(01%&
+0::!E™)8
• C)%*XJh1-q uit“ !0)?rrr)#K
)?rrq)p ?“8>)%*XJh)?rrt#p e“ )?rrp#o“8>
N1-;%E)<; )?rrr#?uoz\Js%Es)š)?rrq
#eubz\Js%Es) )?rrt#qetz\Js%Es) )?rrp#tpo
z\Js%Es)8>•#]/B!(<Gat o“]?rrta8>-#
T%&!x bpu•z\J]?rrta8
e8 f%EUQ
• @!B!-VN'C89"@!15beo)buub8
9N,@!.%TC-1*N5:,7
%&@! <!-,/<h 2bupq <!
<'B!UV6.,Pv"8>5(D00)
buorN5O.+I%*1*25!"
N,%&:>|89N
,@!=FV5"D7II%*,</C2m %

5B!;",7%& )%ET&
%&^\_^:8@!6B6L)1IN,!#
C%&C%E(A"&8>7IN ;"
CC5C2m<'!#%T2!#I!)buou8
8 >"N4Q
• >"271-fœ!Ibe p“
• >"27"('Dx“bq“%T<'&7ISN
4'!2!#
• N4!%K#!@!5IC&
II"N4&!N4]S<G5
'(6B6L#8a
• N4+5:5(;'>"6B6L17VC!517
V6C!#"8
18 |5C:.Q
• w6742@!3;I5Y.<GA"
%E5%E@!8-S<G+5C2I4I+
.1$"@!%5N5%Sn(;%
+2I4!N4!@!+.1$"@!I8
8 |5:2*0/Q
• @!(,YV2*0/>"X&„lh`š
,^\_^:1$2"%&h2:1I!2*08
q8 f%E)+
• 05")+10%E%E@!%:5:
 :<:&ERI%*&"67
42I4,38
• @!6V2*,ƒ !!)O+8
• f•)+e;"Q>"J%K@C >"5(]%*2%&
a >"@!]Hhf5!ea>"9•!]b?a8
• !Fƒ!;"!)QHhB]hN+a
!bšH2h5]hNIa!ešHHh5]!)

(a!qšHw!h\]G5a!pšHw!h<<
]%*&%E.7a!ušH\]5:a!br8
H>@!bb8
 %N5"3•@!bC%E67412nS%T7:
NTQ
• C/;3I1&/N5š
• w/N(/;,!%Eš
• &2(&2nC%E('!2I4,
3š
• w"@!D1%&!2n3;(<G)(š
• &%E1 S1%E1(&i@! %T
7-N5+7NT"/š
• \*7%&>!&:ƒ&!)%E<+:<C
'•K 7/T3*C%E18
• 5+:;%;%2@!(<2
*@!)( +O2n'(,2I41
,3895M%E#@!+!I?r8rrr%E
22*>,&%BBqrrr%E 2
qrrr%E \Bxrrr%Ew!?rrr%E8883U*
2C%K+%E !#<!67N4,%E
#:"I8:<!:1!.*0KC
", ;,2• +F!"Z6.C
%Kš
• \674"352!#;%"2I67#
@!-O+7:NT-D)buou @!*/
25"/;%%&!895@!*m&"&+
N(;%%&!8/,@!5"/;%%&!!
P!2I ,5 "1"2I 65< N65<
<C888&<<5"/;% <!2n%T
ƒ"TV!E#7C]bi?)D<!1A;

!#ašTN;%%Tƒ"TV!)/šƒ
"N4&"1C %K5+''2I67"
5( 14N4"1"674888
 >5(3OSI2+)Q
• 9NF%YC8>7IN ;"CC
5C2m<'!#%T2!#I!)buou8>E:•
<(+:,!U<! T&@!8
• @!=+K2*#;Og#N8|5+%E6B
m %K(#!%&%&!#"8
• >V,@!7!37<=&:!#+7%T! 5
02I4#5"!18>V,@!+@!
œ!];&%T;a \]#a (RS1+
<D%&8
• @!O+%K1( 1@!<ƒ<ƒ<-75*;"
)5!(A7%&8H@!%T1!Asia Mazagine1;
•!#1!7 "uu“C;1#@!85,#
2b,1\XF!C%E1#@! !F+19
]9^H_`a.+(6742@!D)butxR
ll8 ;)A]0G@+-'0
b8 f%E(
8 C/CU
• %&G$(1I!J%K& +C/CU
7;8:/8
• X!Q
˜\15<!515(AQ?
˜%E2AQtr?
˜%E1Qxo8?qp
˜%E,5Q?8err],5"2f(a
˜IIIQh!hB hB\B8
18 w/NQ+4&+G +G/!)G%G

 &/N:8
8 J2
• >Y2<be8?eb8ter%E &K7<2–%2Q
• ribeYQxx ?“
• bqiteYQtx ?“
• tqY*(Qx t“
• G&•&/Q
• \K2Qb rqs0
• J%&bqQb r?bs0
• bqiteQr uebs0
• tq*(Qr tbs0
• >Y<2Qr uqes0
?8 f%E/CQ
• 9")buuxC,N"89
5:%TCž0N %MQ 9
M >%T | /, >! 9M9"
K/7! •21#F78
• wD5?tsts?rre 1"A/C*%T %E
/C1A;!YC2E<17Y8
x8 f%EUQ
• 9N,<B!<N +2I%*,
<NhD!IE5!5:E,@(9
|*]z>^a
e8 f%E)+
• +bt™•ƒ Y?e5B!<22Q
5bbQ>"<%KC
5pbQ5I+<
5oxQ5"'0
5beibteQ>"wKiB
5?teQ52H!B

5xreQ@ƒ•[!5h!
5bqQ|"!
5btQ|""
5botQ\N9!N8
5?euQ5"•(;Vt
5uuQ5N
5qipbrQhHB
5?xbrQwUCh2*
5xrbrbbbQ\N|%K8
5boi?rbbQ@ƒL%&
5brb?Q55:!%E8
q8 f%E"Q
• &XJh%2Q
• XJh]2VaQŸxt8po•]?rrta
• XJh]B!•!aQŸt8t•]?rrta
• XJh]B!;%Ea?8trrz\J]?rrta
• XJhi)%*"bx8e“
/2*m" N"& /
345/2" 3;%%&!8f%E;%*
+0NT+)2Q
Thuậnlợi:
• >V7 +--/C %TI :"C
%E%T"N8/2<!"%T!
b!0:"**7*8
• >V D2+9C9!1-:)buub ,
&%&T &&<!S1%%T
<5-8T<!0"T8
>1-•)N%Tqrrz\J:TD%&
T])?rrt%Ttrbz\Ja8
• >V1 +M5(((!38‘+

W ! " 1#  S2AN/IU*h
H!B!8X;5F+<;W!K#H9M8!
 $* +:"
)&C%E;5:),(be<8;%
! ;%•%T%*TDC%EC,
F+K6NC%E^\_^%T%."NC
%Eˆ%&-(,„>`8
w+)Q
• 9#;K2*<C'F5"8:5"%E%%TI
7* G2G6š%&(L]•#p“aš
<C'5"%888
• 9NF"š2#!N("!#"
%T1%%+CC%&<=8
• >•G0!]"?t e“aš"M!+5: -g
N8
• XI2!#% %& ƒNI!2!&%&
:!8
• \5"L:IU /( O7:Y
)/<!*8
KV!1\XF#C%EQ
˜KQ
• +:)+1#n8
• >C%E+C/CUNT & +N52I4B!
:%E!Q%E1 %E1 %E8
• >C%E** <ƒ<7N0%K&
• &-0C,?%& ++K#!:N
T6742
• M%E#brrrrr%E !2W
+2VI%*
˜>V

• M#:(Y&(C%E1%>B 21BR
• >U,-N2I4,2
4–8
• :"&%EU%!!I!
2N,2I4%&!8
• :/C!!#'M217Y+)!:"C
%E/),!;%#C%E8
lll8 4C6'6);)A]7D?70G@+-'0
>(/ @!  >•2
(/
Môi trường kinh tế
t p r8x
Môi trường chính trị
p t r8bq
Môi trường pháp lý
p q r8?
Môi trường văn hóa
o o r8xq
>Y p8rq t8o b
(/'
Mức độ phù hợp của sản
phẩm
o u r8?
|5C%E p p r8b
>:)C%E o o r8q
Mức độ cạnh tranh
x q r8?
>Y t8u p8q b
 |1I(75V7<=,?C%E@!&2I4
1\XF8>52I41\XF=F67b

5"I%*"5/ -I,%K5\^H_`
%22+!++1!1-2I4"cN#QA W€!d
F!š%#!%T2Y1,2I4!/%E
(<Gš""1!1-FIK L3šN<"%
5(8%&0%,- "#,<!
/*?C%E@!%( 35"C2n
NI?C%E51$"%TGT8
L
hcij#k!b2cd8
l8 'Q[3-)lGm@);)A]7D
b8 f'("%TQ
i "%T2%/,M%E *•;!
<!%E<G1!?);(6NC
%E00%TC/+:28
?8 |5!#Q
i >!);(C%E,3*BB28)"
B!2n*•h2B \B w!R>E; 2I
4A!C%E%E2*@!8>"2+&*
%E1IC8|56NW8
x8 h1MQ
i \I4/;%:7\XF_6! ?2I4\XF2B
1!xxxO%T;%%&MWK8MN*
BB2:K*C%K8
e8 )#,#!
i &%T/7,2I415!%&V
;2 G&%KCN+,2I4 32n
'%T:)89K0•/0%E6(
((47%T!O2nT"7&8
i fN532nI!#Q
• >YV1Y&:2I41\XF"!#6742C

%E@!!:1!8
• fE,2#%E;
2I41\XF8
• h2+b+2:"%T*C%E2@!,1\
XF8
• w5"/,<!%E<!*@!
<G1\XF2m<'1\XF!01YS $
&%K1\XF&1#1›@!8>T!%K-
,<!%C (! Y"R
• ¡&//!!#5?rrJ8
q8 >EQ
i \-(V 32n1A;63"!#6NC%E
D5bsb?s?rru8!#!7,'674N!
Fb8\+3+b!#B 3
!<C"5:,%E8
t8 Q
i 9TM(bS1$!I?e
?
*N:%E ;&
2#+,%E8/!TM(5!I
urMs)s8
i \I412n%TN5D\1B!HA>H
\1B!>55(285N55Y;JC'X!N
N5|"]l>_[>[^\`[ha8
p8 CQ
i "%TC7K,2I4%K*C%E@!!Iq“8
ll8 'Q[3-)lGm@);)A]0G@+-'0
b8 f'(/NC%EQ
• CC1\XF]%CC#a#C%E
8

• ?);(NQ"PC%EM%E
]brrrrr%Ea22#8
• x)"B!Q"%Tbq“C;1#C%E8
• br)"B!Q'%Txr“C;8
?8 !#;I,51\XFQ
8 v5<N<%K!12F%-I+!
/89N<%KG•&2I4
!E#558+5"C"I 2-NCC
!/,;•5"C2W.,
8&2<#!2I4 $''03C
%E (65<N<ž8&•
2I4V&D3C%E2nN!C%E
!#A:&-I97%T!8-B!(
V;5-eq“-N<%T!!97
%T!8
i ;IQ
• v7!!7%T!(2I4
• v5<=.1!1-€A M78
• f*2!”!!:2I4,\1B!#%K#8
18 >!?);( '(N"PC%EZ
M  %E    2  2    )  #  8    M  %E    #
+S+2YC VN1-%K
! +)+1]12E G -
•88a&1!02•%&/8&'(5
51"T&..+S+•V(C
%E%!f^vv H¢2R
• &x/#Q
• |I!QI!›&-I,%K.+•V/
<'%67-I2I4#m,!f^vv5H¢28
• (CQ65<"<C(CA#*;,2I

4(Y8/<'%"T5"."
2I4,21B!;!!f^vv!S"8
• \!2!&"!#"PC%E"!#65<
N<(%K8V 2?) C%E1C'O3
01":1\XF2nN<%T12F13&
0!#18
8 x)"B!QDbrrrrr!"bq“832n3U&I!(
 "%T(C8
• &I!QI!(7I%K#3Q1!
/ ”B12B 5:- !!E-I1\XF!
:%E<8%K( I!+••8'%2Q
• H\XF@B 2F_6!QN!(Y%
N1! 5:-%K 67!#K
• H\XF\B xxxQN!#/5( #/<!
0%E# !67!##0K2•
%2#  C  Tƒ.&R
• w(Q2m<'(?7
-C%E&N (2m<'(?7 +32n<ƒ<
2!K •2!12•8+ 2m<'12•.
C%E!%&-"1–8|1–&5%E(<G8
• "%TQ%3.75XJh,%K7 V
2O(G&2,:"8!(
C(GT&V2,%E< "Y8
• "%T(CQ&%K-8(CN.
;"!"%TNC%E8
i h''1&NKQ"T&) 2# T&
72I4&)  2#+š!1NK2m<'
%K G&2%T&/8
i w5".QA3%* YANR
i >%72VWBQYV2VWBC-%7:2VWBO%

2m<'1%"!!2VWB %";1TU
5! ,5"8
i (CQT!!#6. !#!3:
'(%I1+ 1<R
<8 >!br)"B! ;•K08
• <#+> =I!(1!/%K8
• <#+2I4"P:3C%E8
• v5<51#C%E8
• f*(A(C%E8
• >T!#&K8
• w"T<!65<2!”!!7
%T!8
nhk
N5C%EJ%KC%E;5:)8&M
6NC%E":("& !I!,
&@!5 G&2(V
"!#P%  3$1\XF+NC%E(
8X%2NC%E&+/
%fg h ^ V 9@R3;+02ATC
O%0/2!#!- I
05"S&0VC%E&S8
iii9£>iii