"
,
'
BO
GIAO
Dl)C VA' DAO
T~O
'
~
TRUONG D~I
HOC KINH TE TP. HCM
-
NGUYEN TIN
K
,:.>
'...,
CO CA U VA D~
'
,..,
'
,Q
HANG MY PHAM (FMCG) T~I
?
,
'
"
GIAI PHAP HOAN THI~N
~
,
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C DIEM THJ TRUONG BAN HANG
,Q
NHAM DAY M~NH
HO~
"
VI~T
H~
"'
K
"'
K
"'
""
THONG PHAN PHOI
"'
T DONG KINH DOANH
?
A
CUA DOANH NGHI~P
'
'
NAM VA MOT SO
?
Chuyen. nganh : QUAN TRl KINH DOANH
Mii sfl: 5 • 02 • OS
"
'-'
-
,...,,
LUAN
. VAN THA. C SI KINH TE
Ngztili hllung ddn khoa hvc:
TS. NGUY.~x-_,
BQ GIAO Dl)C VA 8/10 TAO
TRUONG DH KINH TE TPJ:ICM
THU,J~N
qs-gv
TP. H6 Chi Minh- Nam 2003
~
MVCLVC
Chlidng 1
?
,
~
"
"
~
"
,...,
CO SO LY LU~N
VE H~
THONG PHAN PHOI,
MQT s6 KINH NGHI}tM xA. Y nl)'NG Hit THONG PHAN PHOI
NGHANH HANG MY PHAM TRONG KHU Vl)'C DONG NAMA.
1.1 Khai ni~m
phan pho1 trong bo'i canh Marketing.
1.2 Qui trinh mua himg va vai tro phan pho'i trong mua hang
1.3 H~
1
2
tho'ng phan pho'i Ia gl va qui trinh tie'p c(ln trong vi~c
phat triin h~
1.3.1 Khai ni~m
h~
4
th6ng phan ph6i
1.3.2 Tgm quan tn;mg cua h~
1.3.3 Qui trlnh phat tri~n
1.4 Kinh nghi~m
4
tho'ng phan pho'i
h~
th6ng phan ph6i
th6ng phan ph6i
va xu hu8ng phat triin h~
1.4.2 Ung dt,mg cac nguyen ly va ky thu~
1.4.3 Nhln nh~
13
cgu, hanh d()ng dia phu'ong"
13
(think globally, act locally).
qmln tri san xua't vao h~
7
tho'ng phan pho'i
hang my phftm trong khu vrfc Dong Nam A.
1.4.1 Xu hu'ong "suy nghi to~m
6
trong
th6ng phan ph6i.
14
dung nhii'ng kha nang va hqn che'
cua phan ph6i.
15
Chtidng 2
co CAU v A D!C DIEM THl TRUONG BAN HANG T~I
VItT
NAM. THVC TR~NG
HO~
T DONG XA y DTjNG Hit THONG
K
PHAN PHOI CUA CAC CONG TY KINH DOANH HANG MY
~
'
"
PHAM
T~I
THJ TRUONG
VI:t::T
NAM
_,
?
A
A
2.1 Qui mo thi tru
2.2 Cd ca"u va d~c
'
my phdm t~i
vi~t
nam
diim thi trtiiing ban hang my phdm Vi~t
Nam
2.3 Thtfc tr~ng
ho~t
17
19
19
2.2.1 Cd ca'u thi tntong
2.2.2 Th6i quen mua s~m
-
cua khach hang
d()ng phat triin h~
27
tho'ng phan pho'i hang
29
myphdm
2. 3.1 Xu hu'ong phat trien cac kenh phan ph6i
cua thi tru'ong ban hang ph6i hang my ph§:m
2.3.2 Thlfc tr~ng
ho~t
dong phat trien h~
2.3.3 Xu hu'ong tie'p c~n
2.3.4 Tinh hi~u
2.3.5 Cac h~n
qua cua h~
che' t6n t~i
trong vi~c
th6ng phan ph6i
phat trien h~
th6ng phan ph6i
th6ng phan ph6i
trong vi~c
phat trien h~
29
29
30
32
th6ng phan ph6i
32
Chu'dng 3
,
A'
'
'
"
MOT SO BI~N
PHAP PHA T TRIEN VA HOAN THI~N
Ht THONG PHAN PHOI CHO CAC DOANH NGHitP
MY PHAM T~I
THl TRUONG VItT NAM
,.~
"
3.1 Cac bi~n
"
,
phap phat tri~n
va hoan thi~n
h~
tho'ng phan pho'i
do'i voi cac doanh nghi~p
34
3.1.1 Xay dl,l'ng chie'n ht<;ic phat tri~n
m6i quan h~
dung d~n
h~
th6ng phan ph6i trong
VOi chiSn lu'QC san phffm va mang
tinh chie'n lu'<;jc dai h<;tn.
3.1.2 Phat tri~n
h~
34
th6ng phan ph6i phu h9p
voi cac giai do<;tn phat tri~n
3.1.3 Bao dam du hang trong h~
bAng vi~c
3.1.4 T~n
3.2 Cac di~u
37
cua cong ty.
th6ng phan ph6i cua cong ty
ung d1,mg nguyen ly trong quan tri san xua't
d1,mg va phat buy cac kinh nghi~m,
xu hu'ong
phat tri~n
cua thi tru'ong cua cac nu'oc trong khu vl,l'c
trong vi~c
phat tri~n
ki~n
3.2.1 Di~u
d~
ki~n
thljc hi~n
3.4 Cac kie'n nghi
th6ng phan ph6i.
ghii phap hoan thi~n
ye'u t6 nhan sl,l'
3.2.2 Qui trlnh phat tri~n
3.3 Danh gia hi~u
h~
qua thljc hi~n
h~
th6ng phan ph6i
giai phap
39
41
43
44
48
51
52
...
~
?
LOIMODAU
1. Tinh ca'p thie't cua d~
tai:
Voi chinh sach md cll'a thu hut v6n dffu tu' nu'oc ngoai nh~m
te" phat tri~n,
Vi~t
Nam da d~t
du'
qu6c gia da vao thi tru'ong Vi~t
cac cong ty da
Nam. Trong Ian song dffu tu' nay, st.t xua't hi~n
cong ty my phffm hang dffu the' gioi ben c~nh
hiin bo m~it
thuc dffy n€n kinh
cac
cac cong ty trong nu'oc da lam thay d6i
thi tru'ong, phong phu phat tri~n
m~nh
me hdn d6ng thai c~nh
tranh gay
gi{t hdn.
Tuy nhien ke"t qua kinh doanh ciia cac doanh nghi~p
my phffm khong d~t
du'
cac ke"t qua mong dqi va da lam nan long khong it trong sO' h<;>. Mot trong nhung
nguyen nhan chinh d6 la cac doanh nghi~p
da khong c6 du'
thO'ng phan
ph6i hang h6a thich h
h
"Co m()t di~u
con du'~ng
phat tri~n
h~
thO'ng phan phO'i.
chile chiln Ia chile Ia se khong co chuy~n
de'n tru'dc cti'a nha b~n
phu
khach hang se "xay m()t
". Trong m()t thi tru'~ng
rna cung luon vu't1t
cdu, cac chie'n lu't1c phan pho'iluon dong m()t vai tro so'ng con."
DiSu nay cang d~c
bi~t
nghiem tr<;>ng d6i voi cac doanh nghi~p
my phffm vua va nho
trong nu'oc. Chinh di€u nay da lam toi quye"t dinh ch<;>n de tai: "CO CAU v A
E>Ac
DIEM THl TRUONG BAN HANG HANG MY PHAM (FMCG) TAl vieTNAM
...
,.,
A'
?
,
...
VA MOT SO GIAI PHAP HOAN
THI~N
,.,
H~
,.,
A'
,.,
,.t
MANH HOAT DQNG KINH DOANH CUA DOANH NGHJ_ep" cho lu~n
nghi~p
van t6t
cao h<;>c ciia mlnh.
2. Ml}.C ti~u
cua d~
Tim hi~u
cd
tai:
ca'u va d~c
danh gia phu'dng phap tie"p c~n
nghi~p.
~
"
THONG PHAN PHOI NHAM DAY
cac kinh nghi~m
di~m
thi tru'ong ban hang hang my phffm Vi~t
va phat tri~n
h~
Nam,
thO'ng phan ph6i ciia cac doanh
va xu hu'ong trong vi~c
phat tri~n
cac nu'oc trong khu vt.tc tu d6 du'a ra mot sO' bi~n
phap nh~m
h~
th6ng phan phO'i ciia
giup cac doanh nghi~p
my phffm vua va nho trong nu'oc c6 nhii'ng bu'oc di thich h
phat tri~n
h~
t6n t~i
th6ng phan ph6i trong kinh doanh 6n dinh, phat tri~n
c6 l
d~
trong m()t moi tru'ong qnh tranh ra't gay giit.
3. GiOi h~n
ph~m
vi nghien cuu:
Khai ni~m
hang my phffm trong lu~n
b()t gil)t, xa bong t~m
an Ia cac ml)t hang FMCG nhu': dgu g()i,
...
an nay di sau vao nghien cuu phu'ong phap va nguyen ly trong
Lu~n
tri~n
h~
th6ng phan ph6i, phan tfch dl)c di~m
Vi~t
Nam, nghien cuu m()t s6 kinh nghi~m
va xu hu'ong h~
my phffm n()i dia vua va nho xay dl,l'ng du'
kinh doanh vii'ng ch~
trong ng~
phat
vi~c
ciia thi tru'ong ban hang hang my phffm
th6ng phan ph6i hang my
phffm ciia cac nu'oc trong khu vlfc trong mong mu6n c6 th~
vi~c
xay dl,l'ng va
giup cac doanh nghi~p
th6ng phan ph6i thfch h
va dai h~n.
4. Phudng phap nghien cuu:
D~
nghieu cuu d~
tai, tOi da sii' dt;1ng cac phuong phap lich sii', phu'ong phap
phan tfch va t6ng h
lu~n.
Lu~n
an da sii' dt;1ng cac ngu6n s6li~u
tu cac cong ty nghien cuu thi tru'ong, tu
cac tai li~u
nghien cuu chuyen nghanh, cac bao chi va sach vd c6 lien quan cilng nhu'
cac y ki~n
dong g6p ciia cac chuyen gia ban hang trong nganh my phffm t~i
Vi~t
Nam va cac nu'oc trong khu VlfC.
5. Ke't ca'u lu~n
D~
d~t
an:
du'
Chu'ong 1: Co sd ly lu~n
v~
h~
tai, toi chia lu~n
an lam ba phgn chinh:
th6ng phan ph6i, m()t s6 kinh nghi~m
xa y dl,l'ng h~
th6ng phan ph6i trong nganh hang my phffm trong khu vlfc Dong NamA.
Chu'ong II: Co ca'u va dl)c diem thi tru'ong ban hang t~i
d()ng xay dl,l'ng h~
tru'ong Vi~t
Nam.
Vi~t
Nam va thlfc tr~ng
th6ng phan ph6i ciia cac cong ty kinh doanh hang my phffm t~i
ho~t
thi
Chu'dng III: M()t s6 bi~n
doanh nghi~p
phap phat tri~n
my phffm t(,li thi tru'ong Vi~t
va hoan thi~n
Nam.
h~
th6ng phan ph6i cho cac
CHUONGl
?
"
~
"
"
"'
,...
,...,
CO SO L Y LU~N
VE H~
THONG PHAN PHOI,
,.t'
K
MOT
SO
KINH
NGHIEM
XA
Y
DUNG
HE
THONG
.
.
.
.
A
PHAN PHOI NGHANH HANG MY PHAM TRONG
KHU Vl)'C DONG NAMA.
A
A
,..,,
A
'
A
A
'
A
A
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,.,.,
A'
?
1.1 KHAI NI:eM PHAN PHOI TRONG BOI CANH MARKETING
Slf thanh cong tren thi tntong cua m()t cong ty doi hoi slf tham gia cua H(t
eft cac b() ph~n
trong cong ty phiH tie'p c~n
chung ta gQi la Marketing. Trong d6 b()
ph~n
thi tntong, slf tie'p c~n
ph~n
nay du'
Marketing du'
c6t 16i cua mQi doanh nghi«$p xac dinh va thoa man nhu cffu cua ngu'oi
tieu dung va thu l
v oi
dinh hu'ong tie'p c~n
chung ta gQi la Marketing Mix, Mark~ting
thi tru'ong t6ng h
du'
1- San phgm (product).
2- Gia (price).
3- Phan ph6i (place or distribution).
4- Khuye'n mai (promotion).
Trong d6 "Phan ph6i" la vi«$c cong ty trlfc tie'p hay thong qua cac kenh
ban hang tren thi tru'ong dua hang h6a tie'p c~n
ngu'oi tieu dung. Thong thu'ong
trong nganh hang hoa my phgm, hang h6a du'
qua m()t hi$ tho"ng cac kenh ban hang. Phan ph6i du'
ph6i Ia Slf ke't h
•!•
Hi«$n di«$n cua san phgm tC;li c\ra hi«$u (availability):
Cac nhan hi«$u cua cong ty phai hi«$n di«$n (J ta't ca cac c\ra hi«$u. Mu6n
dC;lt du'
tho"ng phan ph6i thich h
1
dam bao ding ta't ca cac nhan hit$u luon luon hit$n dit$n t(;li ta't ca cac cii'a hit$u
rna cong ty bao trum.
•!•
San phffm du'qc nhin tha'y (visibility)
Cac nhan hit$u c~n
du'qc tru'ng bay n6i b~t
(J nhii'ng vi tri thich hqp trong
m()t dit$n tich, khoang khong thich hqp.
•!•
Tl;lo ra gia ban l(;li cho nguoi tieu dung dung (consumer pricing)
Bam bao m()t muc gia ban ll;li thich hqp t(;li cac cii'a hit$u cho ta't ca nhan
hit$u rna cong ty mu6n nhiim t(;lO ra th~
m(;lnh C(;lnh tranh. Muc gia nay vua
phai dam bao cho nguoi ban c6 m()t muc loi ha'p d~n
cling nhu nguoi mua tieu
dung c6 dung gia rna cong ty mu6n. Mu6n lam du'QC di~u
nay, cong ty phcii
thu'ong xuyen ra soat l(;li gia ban dlfa tren chi phi va muc gia q.nh tranh so voi
do'i thu.
1.2 QUI TRINH MUA HANG VA VAl TRO PHAN PHOI TRONG MUA
HANG
bie't
Nh~n
Tim
kie'm
thong tin
nhudu
.
Quang
cao, hit$n
dit$n san
phfim,
tntng bay
cao,
quan ht$
c~u,
Nh~n
nhu c~u
bi~t
nhu c~u:
c6 th~
gia
Danh
cac hfa chQn
Quye't dinh
mua h~mg
Quang
cao,hang
mfiu,hit$n
dit$n,
tntng bay,
gia ban
dit$n,
bay,
gia
ban,
khuye'n
mai
qui trinh mua hang bAt d~u
khi ngu'oi ta nh~
ll;li vit$c
mua hang
L~p
Quang cao,
khuye'n mai,
hit$n dit$n,
tntng bay,
gia ban
ra nhu
phat sinh tu n()i t(;li ban than nhu' iin, u6ng ... hay tu nhii'ng
2
tac d()ng ben ngoai thong qua nhii'ng va"n d€ phat sinh, qmlng cao tren TV, bao,
dai, hay each tntng bay hffp d§:n belt melt (j cac cti'a hang ...
Tim kie'm thong tin: nglioi ta se tlm each d~t
bAng vi~c
d~u
tien Ia ttm kie'm cac thong tin d~
cho mlnh. Qua trlnh nay co d~t th~
va"n tu b~n
be, tu va"n t~i
dtiQC nhu C~U
cua mlnh
y nha"t
co duqc san phffm vua
duqc thong qua cac hlnh thuc quang cao, tli
cac cti'a hi~u
... Slf di~n hi~n
ctia san phffm t~i
cac cti'a
hang cling giup cung ca"p cac thong tin san phffm, cac cam giac thong qua so,
ngti'i...
Banh gia cac llfa ch<;m: nguoi tieu dung thong qua cac thong tin
se chQn san phffm rna hQ cho rAng dap ung du<:Jc nhu c~u
voi gia tO't nha"t. Slf di~n hi~n
duqc
d~t
hQ m()t each tO't nha"t
cac san phffm voi cac gia ban ro rang se giup cho
qua trlnh so sanh, dO'i chie'u cho slf chQn llfa. Vl the' lam sao cho hang hoa ctia
mlnh di~n hi~n
t~i
cac cti'a hang ml,lc tieu vOi m()t gia ban
V\l he't SUC quan trQng cho cac cong ty trong giai do~n
c~nh
tranh la
nhi~m
nay.
Quye't dinh mua hang: sau khi danh gia cac llfa chQn, nguoi mua se di
de'n quye't dinh mua hang. Quang cao v§:n dong vai tro quye't dinh trong suO't
qua trlnh, khuye'n mai cling la m()t cong C\1 m~nh
quye't dinh vao giO chot. Tuy nhien Slf hi~n
melt va gia ban c~nh
L~p
l~i
di~n
me co th~
lam thay d6i cac
ctia san phffm, trling bay belt
vi~c
tranh v§:n dong vai tro n€n tang trong Hiu dai.
mua hang: quang cao va phat hang m§:u co th~
cling cO'
them ni€m tin rAng mlnh da quye't dinh dung cho nguoi mua hang nhung m()t
l~n
nii'a Slf hi~n
di~n
CUa san phffm, trting bay Va gia ban C~nh
m()t vai tro ra"t IOn va Hiu dai.
3
tranh luon dong
1.3 HE THONG PHAN PHOI
"
VI~C
,
,:J
PHAT TRIEN H~
1.3.1 Khai ni~m
h~
"
LA GI v A QUI TRINH TIEP C~N
,..,
"
TRONG
,...,
THONG PHAN PHOI
tho'ng phan pho'i
C6 nhi€u each d€ m9t doanh nghi<$p du'a m9t san ph5m de'n nhung khach
hang ti€m nang. Vai tro ciia ciia phong ban hang la xac dinh r6 thi tru'ong mvc
tieu va hi€u cho du'QC lam nhu' the' nao rna cac khach hang ffi\lC tieu quye't dinh
~
•A
VI<:;c mua sam.
Cac quye't djnh tren cac kenh phan pho'i Ia dai h~n.
Trong m9t thi tru'ong
rna cac nha kinh doanh trung gian du'QC Slt dvng, thi Vi<$c phat tri€n cac mo'i
quan h<$ giua cac nha san xua"t va cac nha phan pho'i la ra"t quan trQng do'i voi
slf hi<$u qua ciia kenh phan pho'i.
Chie'n lu'<;ic phan pho'i se thlfc slf huu hi<$u ne'u du'<;ic cac doanh nghi<$p c6
cac quan tam thich dang. Trong chie'n lu'QC nay, cac quye't djnh v€ kenh phan
pho'i c6 th€ t~o
ra m9t lqi the' c~nh
tranh, m9t t6 chuc tie'p c~n
CUa minh ffiQt each thich h<;fp Se d~t
cac khach hang
du'QC doanh so' bdi VI san ph5m CUa no de'n
voi cac khach hang trong m9t each thich h<;ip hdn so voi cac do'i thu. M9t minh
chung cho di€u nay la Coca-Cola, mQt san ph5m du'<;ic mua theo ng~u
b~ng
hung, va
each hi<$n di<$n d nhi€u cii'a hi<$u hdn, Coke da c6 th€ ban nhi€u hdn
Pepsi.
M6i lo~i
san ph5m khac nhau doi hoi cac chie'n lu'QC phan pho'i khac
nhau. Nhung chie'n lu'QC thich h<;ip cho cac san ph5m cong nghi<$p c6 le khong
thich h<;ip cho cac san ph5m tieu dung.
Co m()t di~u
chdc chdn Ia chdc Ia
se khong co chuy~n
"xay m()t con du'(ing de'n tru'oc ella nha b~n".
khach hang se
Trong m()t thi tru'(ing rna
cung luon vu'Q't cau, cac chie'n lu'Q'c phan pho'i luon dong m()t vai tro so'ng
con. V~y
h~
tho'ng phan pho'i Ia gi?
4
H~
tho'ng pharr pho'i, theo quan di~m
d6ng nha't voi khai ni~m
cac va"n d~
cua cac nha san xua't, thl khong
dinh nghia pharr pho'i nhu da neu d phftn tren. N6 g6m
sau:
•!• Sl;i ll;ia ch9n cac kenh ban hang - trl;ic tie'p hay gian tie'p.
•!• Cac quye't dinh nen dung m()t kenh ban hang hay cac lo~i
kenh ban
hang khac nhau.
•!• Cac quye't dinh lam the' nao d~
•!• Cac quye't dinh v~
vi~c
trung gian trong h~
lam cac kenh ban hang ho~t
xay dl;ing mo'i quan h~
d()ng.
voi cac nha kinh doanh
tho'ng pharr pho'i.
•!• Tinh lam chu va dftu tu trong cac kenh ban hang.
H~
tho'ng pharr pho'i c6 th~
tieu dung hay cac cii'a hi~u
ngiln hay dai, trl;ic tie'p til cong ty de'n nguoi
ban hay thong qua cac kenh ban hang trung gian d~
toi nguoi tieu dung hay cac cii'a hi~u.
TrlJc tie'p
~
Cong ty
-1~•
cii'a hang cong ty
nguoi tieu dung
MQt kenh ban hang trung gian
~
Cong ty
sieu thi
-~·
nguoi tieu dung
Hai kenh ban hang trung gian
Cong ty
~
SI
~
Le
-~
nguoi tieu dung
Cac nha kinh doanh trung gian nay dong vai tro tich cl;ic giup cho nha
san xua't t~p
xua"t trong vi~c
trung vao san xua't, di nhien la hQ c6 chia se l
cung ca'p dich Vl;l phan pho'i, bAng nhil'ng l
•!• Chiu chi phi t6n kho
•!• V~n
chuy~n
va giao hang
•!• Cung ca'p cac dich Vl;l voi chi phi tha'p nhu trung bay ...
5
voi nha san
1.3.2 Tdm quan trqng cua h~
tho'ng phan pho'i
M()t h<$ th6ng phan ph6i hi<$u qua va hi<$u nang se mang nhieu l
Ion de'n cho ta't ca mQi thanh phffn tham gia vao h<$ th6ng.
•!• Dffi vfli nha san xuiit
Giup nha san xua't thlfc hi<$n thanh cong chie'n ht
dung san ph~m
lqi nhu~
voi s6luqng dung de'n dung ndi va vao dung luc nhfim d;;tt du'
mong mu6n.
M()t h<$ th6ng phan ph6i t6t se lam 6n dinh ho;;tt d()ng kinh doanh, 6n
dinh dong tien t<$ cilng nhu se cung ca'p cac thong tin c~p
nh~t
thi truong t;;to
tien de cho nhung thanh cong moi.
Doanh nghi<$p c6 th€ t~p
trung mQi ngu6n llfc vao san xua't, khong phai
thl!c hi<$n nhung kh6i lu'
•!• Do'i vfli cac nha kinh doanh trung gian
Vi<$c dffu tu' cho cac cong ty c6 m9t h<$ th6ng phan ph6i t6t luon dem l;;ti
cho cac nha kinh doanh trung gian m()t muc l
mang tinh dai h;;tn. H~u
tich clfc, 6n dinh va
qua cua vi<$c nay la cac nha kinh doanh c6 th€ yen tam
dffu tu' dai h;;tn cho h<$ th6ng cd sCI v~t
cha't phl;lc Vl;l cho ban hang, nang cao tinh
hi<$u qua cilng nhu' hi<$u nang.
•!• Dffi vfli ngllili tieu dung
HI$ th6ng phan ph6i t6t se giup cho nguoi tieu dung c6 du'
tieu dung phong phu hdn, d6ng thoi voi tinh hi<$u nang cao hdn se giup ciit
giam hay lo;;ti bo cac chi phi khong mang l;;ti l
ngu'oi tieu dung tieu thl;l san ph~m
voi m()t gia tha'p hdn
6
•!• Doz vfli xii hl)i
M<)t h~
hi~u
th6ng phan ph6i t6t la m<)t h~
vi~c
qua Va hi~u
nang se giup thuc dffy n~
th6ng giup htu thong hang h6a
san xufft phat tri€n, tCJ_O nhi~u
cong
lam cho xa h<)i, nang cao mlic s6ng cua ngu'oi dan.
1.3.3 Qui trinh phat tri~n
h~
B€ dCJ.t du'
m<)t t6 chlic c6 th€ t~p
tho'ng phan ph6i
qua, marketing phai cung ca'p m<)t phu'ong ti~n
trung ngu6n lt;t'c cua mlnh d€ dap ling cac nhu cffu cua
nhung khach hang c6 lt;t'a ch<;>n m<)t each kinh t~.
tr<;>ng la chung ta phili bi~t
Bffu tien, d6 Ia vi~c
ra't quan
chung ta dang xua't phat d dau. Thli hai la quy~t
djnh dau la noi chung ta mong mu6n vu'on d~n
tieu se du'
rna
trong tu'ong lai. Mi[i.c du cac mvc
chinh cling voi thoi gian d€ phan anh du'
thi tru'ong, nhttng mvc tieu phili th€ hi~n
st;( hu'ong d~n
mCJ.i xuyen su6t ca td chlic, chung la ti~ng
n6i chung cua cong ty. C6 m<)t st;t' n6i
k~t
giua hai bu'oc dffu bdi vi ra't kh6 khan khi thi~
bi~t
(j
l~p
cac quy~t
mvc tieu m<)t each tach
di€m xua't phat, thong thu'ong hai bu'oc dffu xay ra thoa hi~p
Bffu ra nen la m<)t cam k~t
tru'ong nao se nh~m
d~n
tinh kinh t~
hoCJ_ch lam th~
nao d€ dCJ_t du'qc cac mvc tieu, k~
djnh v~
m<)t tr~n
hOCJ.Ch
mai, phat tri€n san
t6 khac cua marketing h6n h<;1p.
chinh sach san phffm se cho ra m<)t "K~
hoeJ.ch tro
da'u san phffm tren thi tru'ong, trong d6 dap ling du'
ca nhung doi hoi cua thi tru'ong va nhung mvc tieu cua cong ty' cho ca hi~n
va tu'dng lai. Chi~n
thi
lu'
V\1 cua marketing nhu' khuy~n
phffm, phan ph6i va nhung y~u
choi" d€ th~ng
cua td chlic d6i voi m<)t chinh sach v~
ca djnh hu'ong chung (chi~n
CUa cac nhi~m
Nhung quy~t
voi nhau.
voi san phffm nao.
Bu'oc thli ba la k~
nay se lien quan d~n
djnh thu'ong
lu'
7
cua cac k~
hoCJ_ch.
tCJ_i
CuO'i cung chung ta cffn bie't Utm the' nao d~
dam bao ding chung ta se v~
gic:im sat nhii'ng tie'n tri~n
va
de'n dich.
Ruoc 1: Chung ta dang xua't phat (J ndi dau?
- Danh gia thi tntong
- Phan tich day san phgm
Bu'oc 2: Chung ta muO'n Vu'dn de'n ndi nao?
- Cac mvc tieu marketing
- Dinh httdng va dinh vi
Budc 3: Lam the' nao chung ta vu'dn de'n d6?
- Cac chie'n lu'
Budc 4: Lam the' nao d~
chil:c ding chung ta se de'n d6?
- Ki€m soat va phan h6i.
Phan phO'i la m9t trong bO'n y~u
tO' cua Marketing Mix, do d6 vi<$c phat
tri€n mSau day la m9t qui trlnh ho~c
dinh m
8
QUI TRINH PHAT TRIEN THf TRUONG PHAN PHOI
_,
sa m~ng
ciia t6 chuc
_I
,,.
Banh gia thi tnl'ong va phan tich SWOT
_,
_,
I
J
,,.
Cac gia thie"t cho nhung thong tin thie"u va xu huang tu'dng lai
I
,,.
Cac ml).c tieu thi truong
I
,,
Phan khuc thi tru'ong, xac dinh ffil).C tieu
I
I
,
Phan tich day san phffm
I
I
,,.
I
Xac dinh va danh gia cac llfa chQn
j
,,
ChQn chie"n lu'qc phan phO'i h6n h
I
I
,r
~
Phan b6 cac ngu6n llfc
I
Ki~m
,
soat va di~u
9
chinh
I
1. Su m{lng cua td chuc
Day Ut tuyen ngon cua cong ty v~
ffil;lC tieu cua cong ty, nhfi'ng tri~
so'ng va lam vi~c,
nhfi'ng nguyen t~c
anh hudng Wn d~n
each rna cong ty h
cd
ca'u cua h~
va chu~n
tho'ng phan pho'i, each ti~p
mlfc. Su m~ng
ly
cua t6 chuc se
v~n.
2. Danh gia thi tntung va phiin tich SWOT
Danh gia v~
khi thi~
l~p
h~
4 C: khach hang, CQng d6ng xa hQi, cong ty va do'i thu tnl'oc
tho'ng phan pho'i ctlng nhu la danh gia l~i
hang nam la di~u
phai lam cho ta't ca cong ty. Cac thong tin nay se giup cong ty hi~u
v~
thi tru'ong d~
tu d6 tha'y du
r6 chi ti~
tu thi truong d~
tu
day giup cong ty xac dinh r6 rang cong ty se phan pho'i hang d dau va nhu' th~
nao.
Cac cong ty c6 th~
thu th~p
du'
mua tu cac cong ty nghien cuu thi truong nhung thuong thl gia ra't cao. Day la
mQt rao can Ion do'i voi cac cong ty vua va nho.
3. Cac gid thitt cho nhilng thong tin thie'u va xu huflng tlidng lai
Do khong phai khi nao cling c6 du'
vi~c
c6 du'
to't la ra't quan trQng, giup cong ty d~t
ffil;lC tieu phan pho'i cua mlnh voi ffiQt tinh hi~u
nay c6 th~
la so' lu'
nen
t~i
qua kinh t~
cao. Cac gia thi~
m6i khu vlfc, nhfi'ng th6i quen t~p
quan
kinh doanh ...
NhAm n~m
cac cong ty quo'c t~
b~t
va dap ung cac doi hoi, nhu cffu cua cac khach hang, d
thu'ong ap dl;lng ky thu~
"thap nhu cffu" cua khach hang. (j
day nhu cffu ciia khach hang se du'
ti~n
rna n~u
cong ty cang chuy~n
ddi cac cffp b~c
10
tin tu'dng, dap ung va cai
nay se giup cho cong ty nang
ca'p quan h~
voi cac nha kinh doanh trung gian len t~m
chie'n luqc tc;to ra lqi the'
cc;tnh tranh voi cac d6i thu.
NAm bAt xu huang phat tri€n cua cac kenh phan ph6i se giup cong ty c6
nhung d~u
tu' hi~u
qua trong hi~n
cac sieu thi d nhung nam g~n
nhung d~u
mc;tnh h~u
tc;ti va tu'dng lai. Vi~c
phat tri€n mc;tnh me cua
day la m()t minh chung. Cong ty Lever da c6
tu' tu tru'oc rna cac d6i thu thl khong nen hi~n
nhu la tuy~
nay hQ c6 m()t the'
d6i d kenh phan ph6i nay.
4. Cac mlJc tieu thi trlldng
Sau cac bu'oc tren, cong ty se xac dinh du'QC mt;tc tieu thi tru'ong cua
mlnh. Cac mt;tc tieu nay c6 th€ la thi ph~n,
lqi nhu~
... V~
ph~n
phan ph6i, cac
ffi\LC tieu phan ph6i VUa phai dcSng b(} va h6 trQ d€ cong ty dc;tt du'QC ffit;LC tieu
chung. Cac mt;tc tieu phan ph6i se la s6 luqng cfra hang rna cong ty se bao
trum, cac chi s6 v~
phan ph6i.
5. Phiin khuc thj trlldng, xac djnh mljc tieu
d
nh~m
bu'oc nay cong ty se di chi tie't hdn v~
giup cong ty hi~u
muc hi~u
qua hdn trong vi~c
ke't ca'u thi tru'ong ban hang
dc;tt cac mt;tc tieu phan ph6i voi m()t
nang kinh te' cao hdn. Cong ty c6 th€ phan chia thi truong theo cac
tieu chi khac nhau nhu': thanh thi va nong thon, SUC mua CUa tung khu Vrf.C
(ABC), cac loc;ti cfra hi~u
... MQt l~n
nua, vi~c
phan khuc va xac dinh mt;tc tieu
thi tru'ong ban hang phai dcSng b() va b6 xung cho mt;tc tieu chung cua cong ty.
6. Phiin tich diiy san phii?m
voi cac cong ty c6
nhi~u
san phffm, chung loc;ti san phffm thl vi~c
chqn m()t nh6m san phffm chie'n luqc lam "tieu chuffn phan ph6i" la di~u
lrfa
nha't
dinh phai lam. Thuong thl cac nguyen ly chuffn d€ chqn cac san phffm chie'n
luqc phan ph6i:
•!• Nguyen tile 20 - 80: 20% m~t
hang cua cong ty chie'm 80% doanh s6.
11
•!• Nguyen ti{c dong gop l
cua cac san phgm.
•!• Ti€m nang doanh s6 dl:i doan trong tu'dng lai cua san phgm.
Tuy theo tung thC1i ky ho~t
dQng cua cong ty rna cac nguyen ti{c tren co
muc dQ quan tn,mg khac nhau.
7. Xac djnh
va ddnh gid cdc lz.ta ch(Jn
d bu'oc nay cong ty co th€ du'a ra nhi€u mo hlnh phan ph6i nhu':
•!• Ban hang trl:l'c tie'p tu cong ty
•!• Thong qua mQt cong ty phan ph6i
•!• Xay dl:l'ng mQt m~ng
luoi
•!• Xay dl:l'ng IDQt m~ng
lu'oi cac nha phan ph6i
d~i
ly
•!• Chi ban hang thong qua cac sieu thi ...
Tu'ong ung voi m6i mQt mo hlnh la cac chi phi phan ph6i tu'ong ung cling
nhu' cac dl:i bao ke't qua phan ph6i.
8. Ch(Jn chien lzt(lc phlin phffi hDn h(lp
Cong ty se chQn mQt chie'n lu'
Iva chQn tren. Chie'n lu'
du'
cua mlnh, ni{m bi{t du'
9. Phlin
btl cdc ngudn lz.tc
Thu'C1ng co 4 each d€ cong ty phan b6 ngu6n ll:l'c cho mQt chie'n lu'
tri€n h<$ th6ng phan ph6i:
Cach 1: Ngan sach cffn thie't d€ d~t
du
Cach 2: MQt ti 1<$ phffn tram xac dinh tren doanh thu.
Cach 3: B~ng
ngan sach nam tntoc cQng them chi s6 tru'
tang mong d
Cach 4: Ty 1<$ tu'dng d6i so voi d6i thu.
Thong thu'C1ng thl phu'ong phap h6n h
12
10. Kiim soat va dilu chinh
Thl.fc hi<%n va ki~m
ho~c
duqc
ho~c
soat c6 vai tro ra't Wn d~
lam m<)t h<% th6ng phan ph6i
dinh thanh cong. N6 c6 vai tro quan trqng tudng dudng nhu la vi<%c
dinh m<)t chie"n luqc dung.
Cung voi vi<%c thl.fc hi<%n va ki~m
vi<%c danh gia h<% th6ng Ia di~u
soat h<% th6ng phan ph6i ho~c
dinh,
cffn va phiH lam nhAm giup cong ty rut ra cac
bai hQc kinh nghi<%m ciing nhu c6 nhii'ng di~u
bie"n thuong dung la danh gia dl.fa vao
ffil,IC
chinh hqp ly. Phudng phap ph&
tieu d~
ra.
Vi d1,1: cong ty phcli do Iuong duqc chi tieu "phan ph6i blnh quan trqng
s6" (J
cac qui trong nam, khi chi tieu nay khong thl.fc hi<%n duqc c6 th~
la do
s6
cll'a hi<%u bao trum con chua du hay do kenh ban si con ye"u ... rna c6 nhii'ng di~u
chinh phu hqp.
"
1.4 KINH NGHI~M
,..,
'
'
,
,
"'
VA XU HUONG PHAT TRIEN H~
-
"
"
A!
,..,
"
THONG PHAN
,
PHOI HANG MY PHAM TRONG KHU Vl}C DONG NAMA.
1.4.1 Xu huong "Suy nghi toan cau, hanh dqng dfa phtidng"
(think globally, act locally)
Voi vi<%c phat tri~n
thu th~p
cua cong ngh<% thong tin, cac cong ty toan cffu c6 th~
va chia se thong tin, nhii'ng thanh cong, mo hlnh phan ph6i, ky thu~
trong h<% th6ng phan ph6i cho ta't cong ty con (J cac nuoc nhanh chong. Cac mo
hlnh ban si, bao trum (J cac nuoc Thailand, Philippines ... duqc ling d1,1ng (J Vi<%t
Nam va nguqc l~i.
Tuy nhien cac cong ty ciing nh~
quen kinh doanh, khac bi<%t v~
tha'y sl.f khac bi<%t v~
th6i
van h6a, kinh te", xa h<)i...giii'a cac qu6c gia khi
ling dl,lng cac thanh cong (J nuoc khac.
Vi d1,1: ye"u t6 quan di~m
kinh doanh anh hudng de"n cac mo hlnh bao
trum trong h<% th6ng phan ph6i.
13
d cong ty Procter & Gamble Philippines, d€ bao trum cac cii'a hi~u
nho
mQc len nhu' na'm (j cac khu vlfc dan cu' moi, hQ da sii' dt,mg mo hlnh "Walker":
m()t xe tai nho se chd nhi~u
nhan vien ban hang di chuy€'n de'n m()t khu vlfc r6i
sau d6 m6i nhan vien se mang m()t tui xach toa ra di ban. Mo hlnh nay giup hQ
tang them 20% s6lu'
Vi~t
Nam do quan di€'m cua cac chu cii'a hi~u
khong tin vao cac nhan vien ban
hang voi hlnh thuc nay.
Chinh vi v~y,
ye'u t6 "hanh d()ng dta phu'dng" phcli du'
giup cac mo hlnh phu h
1.4.2 U'ng dqng cac nguyen
Iy
va
ky
thu~
trong quan tri san xua't vao h~
tho'ng phftn pho'i
Qui trlnh thie't l~p
m()t chie'n lu'
hoi phai c6 nhii'ng cong ClJ, ky thu~
th6ng phan ph6i luon doi
quan trt h6 tr
nay tren the' gioi va
cac nu'oc trong khu vlfc, (j cac cong ty da qu6c gia da phat tri€'n cac qui trlnh
chu~n,
modun, ky thu~
tinh toan Va phan tich d€ ho~c
dinh Va ChQn lQC cac
mo hlnh phan ph6i, kenh phan ph6i, s6lu
s6 cii'a hi~u
cffn thie't phcli bao trum, phu'dng ti~n
bao trum, cd sd v~t
cha't...va
l
tung phudng an. Ta't ca cac qui trlnh, modun, ky thu~
vao vi~c
ling dl,lng ngay cang cao cac nguyen ly cua quan tri san xua't nhu':
Ho~ch
dinh t6ng h
Con trong v~n
hanh h~
cong ty khong hi ta:c l~i
(j
th6ng phan ph6i, nh~m
ba't cu da u trong h~
di~n
dlfa
dinh t6ng h
dam bao hang h6a cua
th6ng phan ph6i, hi~n
cong ty toan cffu nhu' Lever, P&G ... da ap dl,lng ky thu~
interchange: n6i ke't dii' li~u
nay d~u
til') b~ng
vi~c
tri san xua't nhu' quan tri hang t6n, b6 tri mi[i t b~ng
14
nay cac
EDI (electric data
phat tri€'n cac nguyen ly quan
d6i voi cac khach hang Ion
nhu' nha phan pho'i va cac sieu thj. Ky thu~
nay du'
hlnh thuc thich h
Nhfi'ng ky thu~
nay th~
Slf da giup cac cong ty quo'c te' c6 du'
xac djnh dung, nha:rn dung va danh dung cac thj tru'ong ban hang rnl,IC tieu nen
hi<$u qua va hi<$u nang cua h<$ tho'ng phan pho'i cua hQ ra't cao.
1.4.3 Nhin nh~
dung nhiing kha nang va h~n
che' cua phan phO'i
Phan pho'i c6 rn()t vai tro to IOn trong ho~t
khong phai la rn()t ho~t
d()ng Marketing duy nhfft c6 th~
Marketing khac va giup cong ty
H~
d()ng Marketing Mix nhu'ng
d~t
thay the' cac ho~t
d()ng
du'
thllng phan pho1 co thi
•!• Duy trl nhfi'ng khach hang da c6 cua san ph~rn,
l~i
san ph~rn.
•!• Khich thich rnua nhi~u
•!• T~o
ra nhu c~u.
•!• Bu'a san ph~rn
•!• T~o
hon.
thu hut khach hang rnoi.
rnoi ra thi tru'ong thanh cong.
ra slf hi<$u qua trong ho~t
vo'n va d~t
•!• T~o
khuye'n khich vi<$c rnua
d()ng quan ly hang t6n kho, quay nhanh
rnuc loi rnl,IC tieu.
ra rn()t rn~g
lttoi cac nha kinh doanh trung gian chie'n lu'
I
djnh kinh doanh.
•!• Duy trl kinh doanh trong rn()t thoi gian nga:n khi rna cac do'i thu tang
H~
cu'ong cac ho~t
d()ng Marketing va cong ty chua c6 phan ung
kiP thoi.
thong phan phffi khong thi
•!• Bu da:p cho cac rnuc quang cao khong thoa dang
•!• T~o
Slf thanh cong cho nhfi'ng san ph~rn
phu h
15
kern do chinh sach gia khong
•!• :E>ao nguqc xu huong doanh thu dang di xu6ng trong ba't ell' khoang thoi
gian nao.
•!• T~o
s\l' thanh cong cho nhung san phirn ye'u kern v~
rna, bao hi.
16
cha't luqng, rnfiu
CHUONG2
co cXu vA n4.c DIEM THl TRUONG BAN HANG T~I
vitT
NAM. THl)'C TR~NG
HO~
T DQNG XA Y Dl)'NG Ht THONG
~
?
,
"
'
"
PHAN PHOI CUA CAC CONG TY KINH DOANH HANG
THl TRUONG VItT NAM
MY PHAM T~I
2.1 QUI MO THl TRUONG BAN HANG HANG MY PHAM T~I
VItT
NAM
Qui mo tieu th\1 hang my phgm cua Vi<$t Nam so vOi cac nu'oc Thailand
va Philippines nam 1993 nhu' sau:
Bang 1: Qui mo tieu th\1 hang my phgm
Vi<$t Nam
.................. ····················--·······- ............. ....................................... ·······-··--·········
B()t gii[it
960
70,000
Xa bong tii:m
93
6,700
Dffu g()i
46
3,300
TT(tffn)
.......................... ........................ ........,..,.,,_,,_,,,···-·········· ............................................. ................................ ........., _______
TT(tffn) Gr/ngu'oi
Gr/nguoi
Philippines
Thailand
TT(tffn) Gr/nguoi
2,100 123,000
1,500
102,000
560
33,000
350
23,800
450
26,500
120
8,160
Ngu6n Saigon Times -1993
Qui mo thi tru'ong my phgm d Vi<$t Nam con tu'dng do'i nho so voi cac thi
tru'ong tren Thailand (35% ), Philippines (56%), tuy nhien to'c d() phat tri~n
cua
thi tru'ong nay d6i ra't nhanh.
Bang 2: To'c d9 tang tru'dng thi tru'ong (tri<$u USD)
96/97
97/98
98/99
00/01
99100
tDffu g()i
33
34
37
42
44
IXa bong
23
25
25
26
27
rsot gii[it
83
89
88
90
96
150
158
148
Ngu6n AC Neilsen
,~80 GIAO DVC VA E>Ao Tft..O
167
lf6ng c()ng
139
TRUONG DH KINH TE TP.HCM
THUVItN
Oj~zJo
17
1i.-
Bang 3: San lu'c:,1ng (ngan MSU)
97/98
96/97
D~u
00/01
99/00
98/99
g{)i
2
2,12
2,17
2,21
2,32
Xa bong
1,15
1,25
1,27
1,3
1,36
B{)t gH,it
8,72
9,16
9,34
9,53
10
12,53
12,78
Ngu6n AC Neilsen
13,04
13,68
if6ng c<)ng
11,87
1MSU b<)t gil}t = 14.2875 ta"n
1MSU xa bong= 6.7735 ta"n
1MSU d~u
g{)i = 2.5668 ta"n
Bang 4: Thi ph~n
Cong ty
cua cac cong ty d~n
d~u
Thi phan nhan hi~u
Thi phan b()t gH}.t
Lever
66%
Omo:42%, Viso:24%
P&G
16%
Tide;16%
Daso Daco
10%
Daso:10%
T6ng c{)ng
92%
Cong ty
92%
Xa bong
Nhan hi~u
Lever
36%
Lux:17%, Lifebouy:13%
P&G
23%
Camay:8%, Safeguard: 10%
J&J
7%
J&J Baby:?%
T6ng c<)ng
Cong ty
66%
66%
nau g()i
Nhani~u
Lever
34%
Sunsilk:13%, Organics:5%, Clear: 14%
P&G
32%
Rejoice: 15%, Pantene:8%, H&S: 6%
Kao
6%
Sifone: 3%, Feather: 3%
T6ng c<)ng
72%
72%
Ngu6n AC Neilsen
18