Lập kế hoạch kinh doanh xuất khẩu gạo cho công ty cổ phần du lịch an giang giai đoạn 2013 2014

^r.^

TRlTONGDiil HOC AN GIANG
HOA KESH TE - QUAN TRI KESH DOAN

KHOA LUAN TOT NGHIEP
V

V

V

V

V

V

A

AA

LAP KE HOACH KINH DOANH XUAT
KHAU GAO CHO CONG TY CO PHAN DU
LICH AN GIANG GIAIDOAN 2013 - 2014

A

A

A

A
Chuyen nganh: Quan Tri Kinh Doanh
Sinh vien thvc hien: DUONG MESH CHIEN

L^p: DH10QT

MSSV: DQT093284

Ngutri hir^ng din: Ths. PHM TRUNG TUAN


c6ng trinh Dtrgfc hoAn thanh t^i
KHOA KINH TE - QUAN TRIKINH DOANH

B^IHQCANGIANG

Ngudi hudng din: Ths. Ph^m Trung Tuan

Ngudi chlm nhln xdt 1:
(Hp ten, hoc ham, hQC vi va chfi ky)

Ngudi cham nhan xdt 2:
(Hp ten, hpc hta, hpc vj va chu: ky)

Khoa luan dupe b&o vp tai Hpi dong cham bao vp luan v3n
Khoa Kinh te - Quan tri Kinh doanh, thiing 5 nam 2013


CAM ON

Tdi vo cung may min khi dupe budc chin vio giing dudng dai
hQc vi trii qua quang ddi sinh vidn vdi nhttng vui buln vi thtt
thach. Dli vdi tdi thtt thich ldn nhat ctta sinh vidn li hoin thinh
khda luan t6t nghidp, no danh dau budc ngoac kit thuc quiing ddi
sinh vidn vi md ra ch^ng dudng mdi. Trong 4 nam hoc t^p is trudng
Dai hoc An Giang toi da duqc cac thay co trang bi cho nhttng ki^n
thuc, k^ nang giiip toi tu tin budc vao ddi. Dat du^e ket quti nhu
ng^y hdm nay ngoai no lqc ciia b4n than toi la sir giiip da ctta rat
nhilu ngudi, toi xin gtti ldi c^m an chin thinh den ho.
Xin gtti ldi cim an chin thinh den thay co Khoa Kinh te - Quin
tri Kinh doanh da trang bi cho t6i nhftng kiln thttc cln thilt ctta
nganh kinh tl dl phpc vp trong vi|c di lam. Dpc bi|t, toi xin gtti ldi
cim an din Ths. Pham Trung Tuan ngudi da hudng din va giup dd
toi rat nhilu, de toi hoin thinh tot khoa luin tit nghilp. Kinh chttc
cic thly co doi dio sttc khde vi clng hiln hit mlnh cho sp nghiep
giao due.

Vi tli cung xin gtti ldi cim an siu sic din can bp quin ly Cong
ty Co phan Du lich An Giang, anh chi trong phdng kinh doanh da
tpn tlnh tao dieu kiin cho toi tilp can vdi doanh nghiep, hudng dan
toi hoin thinh tot khoa luan. Kinh chuc anh chi doi dio sttc khde vi
cdng ty lim an phat dat.
Ben cpnh do toi gtti ldi cim an din tat ci nhttng ngudi ban da
giup dd toi, ludn ben canh tdi dl tdi hoin thinh tit khda luan. Chuc
cic ban manh khde vi thinh cdng horn ntta trdn dudng ddi.
Culi cung tdi xin gtti ldi bilt an din me ngudi da mang tdi din
the gidi niy, cho tdi cupc sing am no, cho tdi hpc tap vi ludn ddi
theo tdi trdn budc dudng ddi. Tdi xin kinh chuc me dli dio sttc
khde vi sing mai vdi tdi.

An Giang, ngiy 25 thing 5 nam 2013

Duong Minh Chiln


tomtAt
An Giang la tinh (long bang vbi dien tich ddt phu sa mau md, song ngdi chdng
chit, khi hail thupn lpi cho pMt trien cay Ida. Trong cac nam qua tinh ta lien tac Mi thu,
nang suat lua khdng ngimg n^ng cao va tror thanh tinh s^n xuat lua Ion nMt cd nude, too

nguon nguyen lieu ddi ddo cho cac doanh nghipp xuat kMu. Xuat khdu gao la hoat ddng
giao thuong qudc td, mang lpi nhieu lpi nhupn cho doanh nghidp trong nganh. Tan dpng
dupe the manh cila tinh nen cac doanh nghidp xuat khau khdng ngdng pMt tridn vd lorn
manh trong do co Cong ty C6 pMn Du lich An Giang.
Tuy nhien, trong thai gian gan day hoat dpng xuat kMu g^o gap nhidu khd khan
khi pMi canh tranh vdri cac ddi thu ldn nhu TMi Lan, An Do va Pakistan. Ben canh do
thuang mai gao toan cau sut gidm trong khi nguon cung doi ddo va gia gidm. D6i vdri
Cong ty Cd phan Du lich An Giang cung khdng trdnh khdi nhung bien dpng do, de co
the ton toi trong moi trubng bign dOng do thl mpt b&n ke hoach kinh doanh Id can thiet
cho cong ty co the budc nhung budc di vdng chde.
Be tdi ldp k^ hoach kinh doanh dupe thpc hipn qua hai budrc: nghien ciiu so bp va
nghidn ciiu chinh thiic. Trong d6 (1) Nghidn cdu so bp tone hpp ede du H6u tir bdo cao
ket qua ho^t dpng kinh doanh cua cdng ty, nien giam thong kd, cac du bdo ve thpc
Pang, tri^n vpng cda ngdnh... so lupc da lipu moi truong vi m6, vT mo va n(h bp cila

cdng ty ket hpp vdi phdng vdn nhan vidn phdng kinh doanh va quan sdt hoat ddng cda
cdng ty nhdm tim hieu so bp ve vdn de can nghidn ciiu, (2) Nghidn cdu chinh thuc tiep
tpc thu tMp da Mu thu cap kt hpp phdng vsin chuyen sau cdn bp quan ly, nhan vien vd
khdeh hang de ti^n hdnh hoach dinh chien lupc Mnh doanh cho cdng ty. Trong phan
hoach dinh bao gom cac phdn sau:

Hoach dinh ke hoach kinh doanh t6ng quat: sd dpng Ludi " Sp nhay cdm ve gia/
Muc quan tarn sp khac biet" de chpn ra chi^ lupc phu hpp cho cdng ty doi vdi phdn
khuc gao cap thap vd gao cdp cao.

Hoach dinh k^ hoach kinh doanh cp the: sir dung ma P|n SWOT de dua ra chi^n
lupc phu hpp vdi cdng ty.
K^ hoach kinh doanh bd phn:
>Ke hoach ti^p thi: ca cdu gao theo chung loai tuong tp vdi nam 2012, tuy
nhidn ca cau theo sdn lupng co sp thay d^i, gao cao cap tang; k^ hoach
gia nam 2013 tuong tp gia trung blnh trong nam 2012 nam 2014 tang 3%
so vdi 2013; K6 hoach kdnh phan phoi tang hpp dong true tiep vd gidm
hpp d6ng uy thac; ke hoach chieu thi.
>Ke hoach sdn xuat: hoach dinh chi phi can thiet cho sdn xuat gom cd chi
phi nguyen vdt lieu, chi phi nhan cdng true tiep, chi phi sdn xudt chung,
chi phi xay dpng vung nguyen lieu.
>Ke hoach nhan sp: Pong nam 2013 cdng ty dp kien tuyen thdm 2 nhan
vien kinh doanh va 3 nhan vien ky thuat canh tac, tong chi phi luong cho
bp phdn xuat kMu gao Id 12.548 trieu dong, chi phi thudmg cho nhan
vidn 65 trieu dong.

>Ke hoach tdi chinh: Ke hoach ndm 2013 dp kien tong doanh thu cua cdng
ty Id 1.071.950.510 ngdn ddng, tong chi phi 1.051.100.595 ngdn dong va
lpi nhudn trudrc thud cua cdng ty la 20.849.951 ngdn ddng. Ke hoach nam
2014 dp kien tong doanh thu cda cdng ty la 1.081.742.355 ngdn ddng,


tong chi phi 1.142.294.890 ngan (long vd lcri nhuan trudrc thu cua cong

ty la 30.124.269 ngdn d6ng.
M0t phdn cu6i cung khdng the thieu cila mpt bdn k hoach l^ hoach dinh rui ro.

Rui ro ma cong ty co the gap pMi la rhi ro v^ gia va nii ro tin thing. Rili ro ve gia gom
c6 gia mua nguygn li$u tang \k gia g^o xuat khau thay doi. Riii ro tin dung do su tSng
gi^m ciia ty gia lam cho lpi nhurin ciia cong ty gi^m theo. Mpt so bien phap kh^c phuc
rhi ro g6m co: lvra chpn thai gian va dia diem mua nguyen lipu voi gid r^ nhat c6 the,
thdn trpng trong ky k^t hpp dong.


_oOo-~

Danh 111^c bringi
Danh inuc hinh

(•••.•••*•••.•••••••>•••••••••••...•••••••••••••••••>••••••>•••••.•••.•••••••••••••••ii

Chuong 1. M& dau1
1.1Ly do chpn de tai1
1.2MpctiSu nghien cuu2
1.3Phamvinghi6ncuu2
1.4Phucmgphap nghien cuu3
1.5Ket qu mong muon va y nghla thuc tien ciia nghien ciiu3

1.6Kit cau Mi nghiSii c^u4
Chirong 2. Cd s^^ Iy thuyet va mo hinh nghien ciru5
2.1Khii ni^m ke hoach kinh doanh va ke ho^ch bd ph|n5
2.1.1Khainipmk^hoachkinhdoanh5
2.1.2Keho?ichtiepthi5
2.1.2.1Muctieutiepthi5
2.1.2.2Chien lucre tiepthi5
2.1.3Kehoichsanxuat5
2.1.4Kehoachnhansp5

2.1.5Kehoachtaichlnh5

2.2Phan tich moi tnrorng ho^t d$ng6
2.2.1 Moi trucmg npi b$ doanh nghi^p6
2.2.1.1 Cac hopt d6ng chii y^u6
2.2.1.2Cdcho?itdpnghtrp7
2.2.2 M6i truong tdc nghiep9
2.2.2.1Doi thu canh tranh9
2.2.2.2KMch hang10
2.2.2.3Nha cung cap10
2.2.2.4Doi thu canh tranh tiem an11

2.2.2.5Sdnphamthay the11
2.2.3 Moi trucmg vT mo11

2.3Cac cong cu xay dung phuong an va l^a chpn chien lupc kinh deanh11
2.3.1 Cdccongcu thu thap thong tin choke ho^ch kinh doanh11
2.3.1.1Ma trin danh gia npi bp12
2.3.1.2Ma tr^n danh gia cac yeu to ben ngoai12


2.3.1.3 Ma tranhlnh^nhcanhtranh13

2.3.2COng cu hoach dinh chien lupc tong quat13
2.3.3COng cu hoach dinh chin luqc kinh doanh cu thl15
2.4Phan tich nii ro

16

2.4.1Dinh nghla nii ro16

2.4.2Phan loai nii ro16
2.4.3Phuomg phap han che nii ro16

2.5Mo hinh nghien curu17
Chinrng 3. Gidi thi^u chung ve cOng ty co phan du lich An Giang19
3.1Gidi thieu tong quan ve cong ty19
3.1.1 Gidithi^u so luqc ve cong ty19
3.1.2I4chsdhinhthanh19
3.1.3Thanh tuu v^ mqc tieu cua cong ty20

3.1.4Djnh hudng phat trien ITnh vqc xuat khau gao 2013 - 201420
3.1.5Sod6tochuc21
3.2Gidi thieu tong quan ve Hnh vqc gao23
3.2.1Co cau s^n pham gao cua cdng ty23

3.2.2Co ciu thi trudng xu^t khau gao ciia cdng ty25
3.2.3Kenh phan phoi xuat kh^ugttociia cong ty26
3.2.4Tinh hinh hoatdqng xuat khau gao27
Chuoug 4. Phuong phap nghien cihi28
4. IThietke nghien curu28
4.1.1Tien dO nghien cdu28
4.1.2Quitrinh nghien curu29
4.2Ngu6n du lieu va phuong phap thu th^p dft lieu30
4.2.1Duliquthd cap30
4.2.2Dftlieu so cap30
4.3Phuqng ph^p thu th^lp dft liqu31
4.3.1Dfi lieu thur cap31
4.3.2Du liqu so cap32

4.4Phuomg phap ph&itich da liOu32

4.4.1Phan tichdjnh tinh32
4.4.2Phan tich din luqng32
4.5Tien dp nghien cuu33
Chuwng 5. Ph3n tich m6i trudng kinh doanh34
5.1 PhSn tich 4nh hudng ciiamoi trudng vTmO34


5.1.1Anh hudng yeu t6 kinh te34
5.1.2Anh hudng yu t6 tu nhien35
5.1.3Anh hudng yu t6 chinh tri - phap luat36
5.1.4Anh hudng cua yhx to khoa hoc - cong ngho37
5.1.5Anh hudng cua yeu t6 van hda-xahpi37

5.1.6Matr^ndanhgiacacyeut6benngoai38
5.2Phan tichmditrufrng tic nghiep39
5.2.1Tong quan ve nganh xuat khau gao39

5.2.2Kh^ch hang

40

5.2.3Phan tich doi thti canh tranh42
5.2.3.1Cdc doi thti c^nh tranh nude ngoai42
5.2.3.2Cdcdoithuctinhtranhtrong nude44

5.2.4Boi thu tiem ka49
5.2.5Nta cung cap50

5.2.6S&nphSmthay the50
5.3Phan tich hoat d6ng kinh doanh cua An Giang Tourimex51

5.3.1Yeu to san xuat51

5.3.2Qu^n ly chdt luong52
5.3.3Qu^n tri nguon nhan lye53

5.3.4Yut6 marketing va ban hang54
5.3.5Taichinh-ktoan55

5.3.6Ma trdn danh gi^ nOi bO58
Chinmg 6. Hoach dinh ke hoach kinh doanh cho An Giang Tourimex59
6.1Xayd\mgchienluocphattrien59
6.2Hoach dinh ke hoach kinh doanh tong qudt59
6.3Ke hoach cac bo phan va giM phap th^c hi?n63
6.3.1Ke ho^ch tiep thj va ban hang63
6.3.1.1Ke hoach sAnpham63
6.3.1.2Ke hoach gia63

6.3.1.3K^ hooch k6nh phan phoi64
6.3.1.4Ke hoach chieuthj65
6.3.2K^ hoach vgn hanh - sn xult66
6.3.2.1Kehotichs^n xuat66

6.3.2.2Xay dtmg vung nguySn li?u70
6.3.3Ke ho^ch nhdn sy.71

6.3.3.1K hoach tuy^n dung71


6.3.3.2 Kehoachluomgthudng7

6.3.4 KShoachtaichinh73
6.3Qu^ntriruiro75
6.3.1Nhandienniiro75

6.3.2Bien ph&p h^in che rui ro75
Chuong 7. Ket luan76
7.1Ketluan76

7.2H^nchedetM77


danhm^cbAng

Bdng2.1Cdcchis6taichinh

8

Bdng 2.2 Ma trdn ddnh gid cdc yeu t6 bdn trong12
B^ng 2.3 Ma train ddnh gid cdc yeu t6 b^n ngoai13
Bang2.4Matranhlnhanhcanhtranh14
BAng 2.5 Ma tran SWOT
Bdng 4.1 Tien dOnghien cum

15
28

BAng 4.2 Dft lieu thu cap c^nthuthap31
BAng 4.3 DO: lieu sor cap can thuthap32
BAng 4.4 Tien d6 thvrc hien33
Bdng 5.1 Bdngty gid VND/USDndm 2008-201334

Bdng 5.2 Lai xuat vay von tin diing xuat khau34
BAng 5.3 Lam phdt 2011- 2012 vadubdo35
BAng 5.4 Ma tran ddnh gid cac yeu t6 ben ngoai ciia Cong ty Co phan Du lich An
Giang38
Bang 5.5 SAn luemg vd kirn ngach xu^t kh^u cua Viet Nam trong 2009 - 2012 va d^r bdo

201339
Bdng 5.6 Ma tran hinh anh canh tranh cua Cong ty Co phan Du lich An Giang47
BAng 5.7 Cong sudt sAn xuat toi da vd ndng lire kho chiia51
BAng 5.8 Khd ndng kiem soAt vung nguyOn liOu52
Bdng 5.9 Qudn ly chat lugmg sdn pham cda cac cOng ty53
Bdng 5.10 Co cau nhan viSn theo trinh dO lao dOng53
BAng 5.11 Gia gao xuat khau cong ty giai doan 2010 - 201254
Bdng 5.12 Chi s6 tai chinh cua cac cong ^^ nam 2011 - 201256
Bdng 5.13 Ma trdn danh gid npi bp cua Cong ty Co p^n Du lich An Giang58
Bdng 6.1 Mpc tieu ve sdn hrpng, kim ngach vd lpi nhuan59
Bdng 6.2 Ma trdn SWOT

61

Bdng 6.3 K^ hoach ca du sdn lupmg xuat kh^u g^o theo ke hoach 201363
Bdng 6.4 Bien dp gid gao xuit khau theo chung loai 201364
Bdng 6.5 Ke hoach gid gao xuat kh^u nam 201364
BAng 6.6 K hoach kenh phan phoi 201365
BAng 6.7 Chi phi bdn hang

66

Bdng 6.8 Gid gao ke hoach cda c6ng ty nam 201366

Bang 6.9 Sin luong va k hoach kim ngach xuat khdu 2013 va 201467
Bang 6.10 Chi phi nhu cau nguydn li$u chinh nam 201368
Bang 6.11 Chi phi nhu cau nguySn li$u chinh nam 201468
Bang6.12Chiphinhanc6ngtractiep69
Bang6.13Chiphisanxuatchung69
Bang6.14Di^ntichvungnguyenlieu70
Bang 6.15 Du tru kinh phi xay dung vung nguySn liSu70
Bang 6.16 Tong chi phi san xuat71
Bang 6.17 Nhu c^utuyln dung72
Bang 6.18 K.& hoach luong thudng cho nhan vign72
Bang 6.19 Mute khen thuong cho cac danh hieu thi dua73
Bang 6.20 Doanh thu ke hoach cua linh vuc xu^t khdu guo73
Bang 6.21 Chi tiet vay ngan hang73
Bang 6.22 Tong chi phi du kin cho ede hoat dpng73
Bdng 6.23 Du kin ket qua hoat dpng n^m 2013 - 201474


DANHM^CHEVH

Hlnh2.1 Chuoi gia tri ciia doanh nghiep

6

Hinh 2.2 M6 hlnh 5 tdc lqc cua Michael E. Porter9
Hinh 2.3 Cdc noi dung can phan tich ve doi thil canh tranh10
Hinh 2.4 Ludi "Su nh^y cam ve gia/Muc quan tam den sir khac biet14
Hinh 2.5 Mo hlnh nghiencuru17
Hinh 3.1 Logo cila cong ty c6 phan Du lich An Giang19
Hinh 3.2 So do to chuc cua Cong ty co phan du lich An Giang21

Hinh 3.3 Co cau sta hrpng gao xuat khau theo chiing loai 2010 - 201223
Hlnh 3.4 Co cau thi truong xult khau gao dip thdp 2010 - 201224
Hinh 3.5 Co cau thitmdng xuat khau gao cap cao 2010-201225
Hinh 3.6 Co ciu thi tnrdng xuat khducioa cong ty25
Hinh 3.7 K6nh ph^n phoi26
Hinh 3.8 Co cau kenh phan ph6i gao26
Hinh 3.9 Kim ngach v^ sdn hiqng xu^t khau gao27
Hinh 4.1 Mo hinh quy trinh nghien cihi29
Hinh 5.1 Co cau thi tnrdng xuat khau gao Viet Nam 201240
Hinh 6.1 Ludi "S^ nhay c^m ve gi^/Miic dp quan tdm d^n sq khac biet" gao thap...59
Hinh 6.2 Ludi "S\r nhay cam v^ gia/Muc d$ quan tam den sir khac biet" gao cao....60


DANH MyC Tf VB6T TAT

VFA: Hiep hOi luong thuc Viet Nam.
USDA: BO Nong nghiOp Hoa Ky.
LC: Letter of Credit (thanh toan tin dung tint).
CEF: Cost, Insurance and Freight (gia thanh, b&o hiem va cudc)


I4p ke hoach kinh doanh xafa khau gao cho Cong ty CP Du lich An Giang

Chinmgl.MdDAU
1.1. Ly do chgn de tdi
Viet Nam 1^ quoc gia nlm trong khu vpc nhi$t ddi thuan lpi cho viec trong cdy
Ida, sdrm tan dung dnerc ca hdi d6 Vidt Nam da chd trpng phdt trien Ndng nghiep trdng
Ida vd dua nude ta trd thanh quoc gia xu^t khau gao dtag thd hai the gidi trong nhito
nam lin. Sdn luqrng xuat khau cua Viet Nam tang dan qua ede nam (ndm 2010 dat 6,7
trieu ttin, ndm 2011 dat sdn lupng 7,1 trieu tdn, nam 2012 dat moc ky Ipc 8,02 tri^^i tin)

vd xu hudmg trong thdi gian tai sdn lupng gao cung tog cila Viet Nam vln tiep toe tang
len.

Tuy nhien, theo du bdo Hidp hoi Luang thuc Viet Nam (VFA) tinh hlnh xuat khau
gao trong nam 2013 se gap nhieu khd khan khi sdn lupng cung tog tren thi giai tang
manh. Dien hinh la Thai Lan du^c xem la moi quan tdm lto tren thi trutog lua gao cua
th^ gidi. Hien tai lugmg ton kho cua nude ndy la khd lto (hom 12 trieu tan)1 vd duac
xem nhu Id "qud bom no cham" bdi Thai Lan cd thi ban phd gia de gidi quyit tin kho
vd gidnh lai vi tri so 1 ve xuat khau gao. Ben canh dd An Bo du kiin sS duac mua trong
nam nay vd tiep tuc xuat khau mpt luprng lto gao gia thap, trong khi du bdo ciia Bq
Ndng nghiep Hoa Ky (USDA) cho thay, thuong mai todn ciu sut gidm 6,22% trong nam
nay2. Trade tinh hlnh nhu cau yiu trong khi nguin cung tdng manh lam cho cupc chiin
tranh gidnh thi tratag trd ndn cang th^ng vd gay gat horn giOa cac quic gia xuat khau
lto.

Tinh hlnh trong nude, do lu ndm 2012 nit sdm nen ndng ddn cac tinh dong bang
song CO Long tranh thii xuing giong sdm vd du kien se bpi thu vdo thang 2 thdng 3
ldm cho sdn lupng Ida gao tang ISn trong khi cac khdeh hdng lto nhu Indonesia vd
Philippines tien tori ngtog nhap khau trong nam 2013, chi con lai Trung Quoc la thi
tratog duy nhit thuc day xuat khiu. Trade tinh hinh nguin cung ddi ddo budc chlnh
phd mua tarn tru 1 tri^u tan gao3, con cac doanh nghiep kinh doanh trong Knh vuc xuat
khiu gao rdo riet tim ki^m thi tratog vd chdo bdn vdi gid rit thip ldm cho cuOc chien vi
gid trd ndn khic liet hom gifta cac d6i thd trong ngdnh.
An Giang la tinh thuoc dong bang sdng Cto Long cd truyen thong tring Ida lau
ddi, la nguin cung Ida gao lto nhat cd nude (trdn 3 Uieu tan) ndn tinh da sdm hinh
thanh nhieu cdng ty kinh doanh xuat khau gao trong do cd Cong ty Co phan Du lich An
Giang.

Cdng ty C6 phdn Du lich An Giang dupe dupe thdnh lap 1978 vd dupe cd phan
hoa ndm 2005 la mot trong nhtog cdng ty lSu ddi vd cd nhieu kinh nghiem trong kinh

doanh xuat khau ndng sdn. Cdng ty da tan dung dupe nguon cung Ida gao doi ddo trong

'Khong tdc gid. Ngdy 27/12/2012. Xuat khau gao 2013: Dp K^ s^ ddi di$n nhieu khd khdn. Dqc tr:
/>
20121227105652625ca52.chn. Dpc ngay 3/1/2013.
2Vietnam.net. Ngay 09//01/2012. Xuat khau gao Viet Nam trong the canh tranh. Dpc tit:
Dpc ngay 09/1/2013.

3Kh6ng t^e gid. Ngdy 17/01/2013. Vu dong xuSn 2012 - 2013 mua tarn trfl 1 trieu tan gao. Dpc tit:
/>
gao-2213591/. Dpc ngay: 17/01/2013

SVTH: Duong Minh ChienTrang 1


Lap ke hoach kinh doanh xuat khdu gao cho C6ng ty CP Du lich An Giang

tinh di phat triin vd trd thanh cong ty xuat kh3u gao ton manh. Tuy nhiSn, cong ty van
kh6ng trdnh kh6i nhftng bien dpng khong ngimg cfta thi trubng M?n tai nhu: luang cung
Ilia gpo tren the gioi tang, gid gidm, hop ding xuit khiu tip trung gidm va doanh nghifp
tu chft dpng tim kiem hop ding thuong mai. Ben canh do cong ty phdi chiu dp lire tur
Nghj dinh 109 ciia chlnh phft va svr canh tranh khftc liet trong n$i bd nganh.
Trudc sp bien ddng khong ngirng ciia thi trubng va c^nh tranh gay g^t trong
nganh thi vide kinh doanh dvra tren duong loi va chi^n tope cu da khong con phii hop
vdi s\r thay doi ciia Men t^i. Vi vviy, mpt b^n ke hoach kinh doanh mdi cho cong ty de
c6 the tSn dvmg nhfing co hoi ciia tM tnrong mang lai, kh^c phpc duoc nhftng kho khan
M$n tai va tim ra huong di m^ cho cong ty trong thai gian sip toi la can ttoit. B6 la ly
do toi chpn d^ t^^i: "L$p ke ho^ch kinh doanh xuat khdu gtfo cho Cdng ty Cdphdn
Du Ifch An Giang giai do(in 2013 -2014".
1.2.Muc tieu chung v^ muc tieu cu thi

Myc tieu chung: Lap ki hoach kinh doanh xuit khau gao cho Cong ty Co phan Du
lich An Giang giai doan 2013 - 2014.
Muc tieu cu the:

ilt PMn tich m6i tnrcmg kinh doanh di xac dinh co hoi va de dpa cho nganh kinh
doanh gao noi chung va Cong ty C6 phan Du lich An Giang noi rieng.
vk Phan tich m6i truong ben trong xac dinh diem manh va diim yiu cua Cong ty
Ci phan Du lich An Giang.
^ Kit hop ph^n tich moi tnrbng bSn trong, ben ngoai hoach dinh ki hoach kinh
doanh cu thi cho cdng ty trong giai do^n 2013 - 2014.
1.3.Pham vi nghien cihi

^^t Pham vi hoat dpng: Cong ty Ci phin Du lich An Giang hoat dpng trong nMiu
nganh nghi, co thi chia thanh 2 linh wrc cMnh: Hnh wrc thuong mai va linh wrc
du lich. Do gidri han vi thfri gian va nguon lpc nSn de tai cM t^p trung ngMen
ciiu hoat dpng xuat khau gao cua Hnh vuc ttorong max khdng ngMen cvm cac

ho^t dpng khac ciia Hnh vuc nay nhu: chi biin, xuat khau thiiy sftn v^ Hnh vuc
du lich.

^t Doi thu c^nh tranh: di de dang trong vic thu thap so lifu de tai ngMen ciru
khong chpn ede doi thft Id quic gia nude ngodi: nhu An Dp, Thdi Lan... ma chi
chpn cac doi thii trong tinh va cac tinh ldn can. Cp thi, dii thft trong tinh co
Cong ty Co phan Xuit nhvip khau An Giang (Angimex) co nMiu kinh ngMpm
trong nganh, cong ty Nong sdn Thpc pham An Giang (Afiex) va doi thft ngoai
tinh la cong ty co phin Gentraco Can Tha.
4> Thdi gian ngMen curu: thdng 12/2012 din thdng 05/2013.
cfe Doi topng ngMen ciru: ki hoach kinh doanh xuat khau gpo cho Cong ty Co phan
Du lich An Giang giai dopn 2013 - 2014.

SVTH: Duong Minh Chiin'

Trang 2


Lap ke hoach kinh doanh xuat khdu gpo cho C6ng ty CP Du lich An Giang

1.4.Phirong phdp nghien cihi

Bdi nghidn cftu dupe tiln hdnh thong qua hai budc: Nghidn cftu so bp vd nghien
cuu chinh thftc.
Nghien cihi so' by:

•Nghidn .cftu tpi ban: ting h^p ede dft lieu tft bdo cdo kit qud hoat dpng kinh
doanh ciia cbng ty, nien gidm thong ke, ede dp bdo vl thpc trang, triln vpng ciia
ngdnh... so lupc du lieu m6i trubng vi mo, vl mo va npi bp ciia cong ty.

•Phdng vln nhto vidn phdng kinh doanh tlm hilu vl luong, thubng, chl dp ddo
too va thang tiln trong cdng vide.
•Phdng van khach hang thu th^p thong tin so bO v^ chat hrpmg, gia cd, hinh thiic
thanh toan... cua sdn phim.

Nghien cihi chinh thiic: dpa trdn ket qud phan tich cda nghien ciiu so bO, phdn tich
mdi trubng hoat dpng ket hpp vbi phdng van chuyen sau cdn bp qudn ly cua cdng ty.
Tac gid tien hanh heach dinh chien lupc tong qudt, chien lupc cu the va ke ho^ch chi tiet
cho timg bp phan cua cdng ty trong tuong lai.
1.5.Ket qua mong muon va y nghia thuc tien cua de tai.

Ket qud mong muon la xay dpng mpt bdn ke hoach kinh doanh cho Cdng ty C6

ph^n Du lich An Giang: xdy dung mpc tieu phdt triln trong tuong lai, hopch dinh ke
hoach ting qudt, ke hoach cp thl cho cdng ty va timg bp phan. Tb dd, giiip cdng ty Ipa
chpn gidi phdp thpc hidn tot nhat.
Xay dpng ke hoach kinh doanh cho Cdng ty Cl ph^n Du lich An Giang la mot de
tai mang tinh thpc te, cd the la mdt tai Upu tham khdo cho cdng ty, cung cap nhung
thdngtinboich, cpthl:
4i Vide phSn tich mdi trubng ben ngodi xdc dinh nhftng co hdi va de dpa chinh dnh
hubng den cdng ty, giiip cdng ty t$n dung dupe hidu qn^ cac co hpi ma mdi
trubng ben ngodi mang lai ding thbi trdnh nhflng nguy co hoac tan dpng ede cp
hdi va dilm manh ciia cdng ty biln nhftng nguy cp thanh cp hpi.
"it Vide phan tich mdi tnrbng bdn trong giup cdng ty nhln lai nhftng dilm manh
minh dang sb hftu yd can phdt huy, nhln nhdn dilm yeu ma cdng ty dang mdc
phdi dl tim each khdc phuc.
^Kl hopch kinh doanh Id bdn ting kit cac kl hoach tiep thi, kl hoach sdn xult, kl
hoach nhdn sp, ke hoach tdi chinh giiip cdng ty Ipa chpn phppng an hoat dpng
khach quan, nghidm tiic va toan didn. Ngodi ra, ke hoach kinh doanh con la cdng
cp qudn ly trong qua trinh hoat dpng ciia doanh nghiep. cdng cu truyln dat thong
tin n^i bd (xdc dinh rd mpc tidu can dpt) vd Id can eft ddnh gia kit qud dpt dupe
ciia cdng ty so vbi mpc tidu cdng ty dd dl ra.

SVTH: Duong Minh ChilnTrang 3


Lap kl hoach kinh doanh xudt khau gao cho Cong ty CP Du lich An Giang

1.6 Kit cau bai nghien cihi.

Bai nghien cum bao grim 7 chuong:
Chwffng 1 M& dan. Chuong n4y bao glm cac phan sau - co sri hinh thanh de tai,
m^c ti^^u nghidn criu, pham vi nghi^^n cum, phuong phip nghien cfa v^ y nghia ciia b^i

nghien cum mang lai.

Chwffng 2 Cff sat ly thuyet vh md Hinh nghien cieu - trinh bay c^c khai ni^m Ii6n
quan din van de nghien cum va m6 hinh nghien ciiu.
Chwffng 3 Gi&i thi^u chung ve Cong ty Co phan Du Ijch An Giang - gift thieu
ting quan vl c6ng ty co phan du lich An vk lmh v\rc xuat khiu gao ciia cong ty.
Chwctng 4 Phwffngphdp nghien ciru - trinh bay ve cac buctc nghien ciiu, da liSu,
phuong phap thu thap va each thuc phan tich da lieu.
Chwffng 5 Phan tich nidi trwifng kinh doanh - phln tich moi tarring bSn trong,
moi tarring tdc nghiSp va ben ngo^ doanh nghi|p 14m co sri hoach dinh ke hoach hong
chirong 6
Chwffng 6 Hoach djnh ke hogch kinh doanh xuat khau gao cho Cong ty CS
phan Du licit An Giang - kl hoach kinh doanh ting quat, ke hoach kinh doanh cu the
v4 ke hoach kinh doanh cho ting bO phn.
Chwffng 7Ket lu^^n - dira ra kit luan chung cho b4i nghien cum va neu ra han chl
ciia de tai.

SVTH: Duong Minh ChienTrang 4


I4p ke hopch kinh doanh xuit khau gao cho Cong ty CP Du Ijch An Giang

Chuwng 2. CO S6 L^ THUYt VA MO HEVH NGHIEN Cttl
2.1 Khai niem ke hoach kinh doanh vd ke hoach b phan4.

2.1.1Khdi nipm ke hoach kinh doanh
Ke hoach kinh doanh I^ bdn tong hpp cdc n0i dung chiia dvmg trong cdc ke hoach
bp phan bao glm ke hopch tilp thi, kl hoach sdn xu^t, kl hoach nhan sp, ke hopch tdi
chinh md doanh nghipp dy kien th^c hien trong giai do^n 3-5 ndm.
2.1.2Ke hoach tiep thi.

2.1.2.1Muc tieu tiep thi.

Mpc tieu tiep thi Id mpc tieu ma doanh nghi$p dat ra trong thbi ky ke hoach. C6
hai loai mpc tieu: muc tieu djnh tinh va mpc tiSp dinh lupng.
•Mpc tiSu dinh tinh: Thudmg Id cac phat biep ve cdc Knh vpc trpng tam dupe
nhan manh hodc la cdc trpng thai doanh nghipp mo6n dat den d cooi thbi ky k^
hoach.

•Mpc tiep dinh lupng: dupe phdt bi^u bdi cdc con s6 cp the nhu doanh thu, lpi
nhppn, thiph^n...

2.1.2.2Chienlupctiip thi.
Chien lupc tiep thj cua mpt doanh nghipp la dinh hudng mang tinh nguydn tdc cho
cdc hoat d0ng tiep thi nhdm dpt dupe muc tidp de ra. Thubng bao gom chpn chien lupc
ve thi trubng trpng tam, ve phoi thiic tiip thj va muc ngan sach hay nguon lpc sic dung
cho ke hoach kinh doanh.
2.1.3Ke hoach sdn xuat.

Ke hoach sdn xu^t neu ra cac c6ng vipc ciln thiet cho vipc sdn xuit, chuyln giao
cdc sdn phim/djeh vp vd chpn ngubi thuc hi^n. Ke hoach sdn xuat bao gom cdc phan:
xdc dinh phuong phap sdn xudt; nguyen vat lieu vd nguon luc; mdy m6c thiet bi; dp
todn chi phi sdn xuat.
2.1.4Ke hoach nhan sp.

N0i dung cua ke hoach nhan sp trlnh bdy t6ng hop cac nguon lpc can tbit de thpe
hi0n todn bp hoat dpng cua doanh nghipp. Ke hopch nhan sp bao gom cac phan: thdnh
phan nhan sp chil chot, sp do to chiic, ki hopch xay dpng vd phat tri^n ngu6n nhdn lpc.
2.1.5Ke hoach tdi chinh.

Ke hoach tdi chinh dupe thuc hipn blng tong hpp dfi lipu, lupng hoa cdc nguon

lpc, lap bdo cdo tdi chinh dp ki^n ve doanh thu, chi phi can thilt dl dat mpc tiSu ke
hoach.

••Phiim Ngpc Thuy va ctg. 2002. Ke hoach kinh doah. TP. Ho Chi Minh: Nxb Dai hgc Quoc gia TP. Ho
Chi Minh.

SVTH: Duong Minh ChienTrang 5


Lap ke hoach kinh doanh xulit khau gao cho Cong ty CP Du lich An Giang

2.2 Phan tich moi truing boat dng.

Phin tich moi trudmg kinh doanh la n^n ting ciia mpt bin ke hoach kinh doanh
ciln co, thong qua vide phan tich m6i truong kinh doanh nham tao ra mpt danh mqc vdi
so lupng gidi han cac co hpi co th^ dem lai Ipi ich cho cong ty, de dpa ma cong ty nen
trinh, diem manh m^ c6ng ty c6 the phat huy vi khic phpc diem yu dang ton tai. Cac
thong tin can thu thap cho phan tich m6i trudng hoat dpng: tir moi truong bdn ngoii
cong ty (mdi trudmg vT mo va moi truong tic nghidp) vi ben trong cong ty (moi truing
npi bp).
2.2.1 Moi trirfrng npi bp doanh nghipp5.
Phan tich mdi trubng npi bp nhim xac dinh loi the canh tranh cila deanh nghipp
se vdi doi thd trong nginh, lim co sdt cho hoach dinh chien lupc kinh doanh de phat huy
Ipi th canh tranh do. Lpi th^ canh tranh xuat phit tur nhieu hoat dpng cua doanh nghiep
nhu: thi^t k^, sin xuat, phan phoi, marketing...Nham he thong lai cac hoat dpng cua

doanh nghiep trong vide tao ra gia tri gia tang cho khich hing, Michael E.Porter di hinh
thinh ndn phuong phap chuoi gia tri vdi hai hoat dpng chinh li: hpat dpng ho trp vi
hoat dpng chu y^u.
Co sd ha ting ciia doanh nghiep

Quin tri ngu^n nhin s\r

•s
6X

Lpi

Phat triin cong nghp

nhuan

Thu mua
-ja
u

Hiucan

Haucan

dauvio

Van hinh

daura

Marketing
&ban
hing

Dichvu

khich

Cac hopt dpng chu yeu
Hinh 2.1 Chuoi gia tri cua doanh nghipp
2.2.1.1 Cac hoat dpng chu yiu

Cic hoat dpng chu yeu li cic hoat dpng mang lai vat chat lien quan true ti^p tdi
viec tao, ban, chuyen giao sin pham cho khich hing cung nhu cong tic hiu mii ciia
cdng ty.

1. Hpu can dau vio/ dau ra: D6i vdi cong ty sin xuit vi thuomg mai hau can dau
vio bao gom cac hoat dpng ti^p nhin, quin ly, luu kho cic miy mec, thiet bi
nguydn vit lieu che tdi hu can diu ra nhu quin ly bin thinh pham, vin hinh
phuong tin phin phoi, quy trinh dit hing vi xii ly don dat hing.

!Huynh Phu Thjnh. 2009. Tai li^u giang day Chien lupc kinh doanh. Tnr^mg Dai hgc An Giang.

SVTH: Duong Minh Chi^n

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Lap ke hoach kinh doanh xuit khiu gao cho Cong ty CP Du lich An Giang

2.V|n hanh: Day la hoat dflng nhdm chuyln yiu t6 dau vao thanh cdc thdnh phim
cung cap cho khdch hang nhu: van hanh may moc, thiet bj, bao bi, dong goi, lap
rdp, bdo dudng thiet bi va kiem tra in in.
3.Marketing vd ban hang: bao gom cac hoat dOng lien quan den vipc cung cip
phuong tipn de khach hang mua sdn phim hoac thiic day kh^ch hang mua s^n

ph&n: Qu^ng cao, khuyen mai, ban hang, dinh gia, chao gia...
2.2.1.2 Cac hoat dng ho tr^

Cac hoat dpng ho trp sg ho trp cho hoat dong chii yeu va ho tror lSn nhau. Cac hoat
dOng tac d6ng giin tiep den cac s^n ph^m/ dich vu.
1.Thu mua:Thu mua gift vai trd h tro cho tat ci cac hoat dOng khac trong chui
gia tri. C6 chiic nang thu mua tit ci cac yeu to dau vao dupe sut dung trong

chu5i gid tri nhu: Nguyen vat Ii6u, nhi^n li$u, mdy m6c sdn xuat, thiet bi...
2.Phdt triln cflng ngh^: bao gom nhieu hoat dpng liSn quan den ede no lpc cdi
tien sdn pham va cac quy trinh hoat dpng cua doanh nghiep. Phdt trien cong
nghe giu vai tro rat quan trpng vdi lpi the canh tranh trong mpi nganh.
3.Quan tri nguon nhan luc: Qudn tri nguin nhan luc co dnh hudng quan trpng
den tat ci ede hoat d6ng ctia chudi gid tri vi suy cho cung, con nguoi chinh Id
chu thi van hanh doanh nghiSp. Qudn tri nguon nhan l\rc gom 3 nh6m hoat dpng
chinh: Thu h^t nhan lpc, ddo tao va phdt triin, duy tri nguon luc.
4.Cu sor ha tang doanh nghipp bao gom ede hoat dpng nhu: hp thong qudn ly
chung (bao gom hp thong thdng tin qudn ly chung), hoach dinh, tdi chinh - ki
toan, phdp ly vd quan he \6i chinh quyen, va he thong qudn ly chit lupng.

SVTH: Duong Minh ChiinTrang 7


LSp ki ho^tch kinh doanh xuat khau gao cho Cong ty CP Du lich An Giang

Ban 2.1 Cac chi so tai chinh6.
Chi so ;

Cachtinh

Vin chil sir huu
D&nh gia quy mo tai chinh cua doanh nghi^p

T6ng tai sin
Kha nangthanh toan

Danh gia kha nang thanh toan cac khoan np ng.ln
han dao han

Tai sin luu dpng & dau to ngin han

KM nang thanh toan hin

Mnh

Np ng^n han
TSLD & D^ to ngin han - Hang ton kho

KM nang thanh toan nhanh
Don can ng-

Np ngan Mn
Cho thay pham vi dupe tai trp bing cac khoan np
TongnppMitto
Ting von kinh doanh

Ty s6 np

Lpi nhuan tnrdc thui vi lai vay
KM n5ng thanh toan lai vay

Lai vay

Ty so hoat dng

Do litong hipu qua su dung e^e nguon luc .
Gia von hang b^n
Binh qMn tin kho

So vong quay hang tin kho.

Poanh thu ti^u thu
Ting vin kinh doanh

So vong quay toan bo v6n

, Biiu thj hieu qua chung ve quan ly

Cac ty so doanh lpi
TSLNtren doanh thu

Lpi nhuan sau thui

(ROS)

Doanh thu

TSLNtren von to co

(ROE)

Lpi nhuan sau thue
Vin O co

TSLNtrent6ngtais4n

Lpi nhuan sau thui

(ROA)

Ting tai s^n

L
Lpi nhu|n sau thui

(EPS)

Ting si ci phin thuong

Cac ty so tang tnrdng

Cho thay kha nang duy tri vi thi cua cong ty trong
miic tang trupng cua nen kinh te ya nganh

T6c do tang doanh thu
Toe dp tang Ipi nhuttn
6 Huynh Phu Thinh. 2009. T^ lifu da din.

SVTH: Duong Minh Chiin

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Lap ke hoach kinh doanh xuat khau gao cho Cong ty CP Du lich An Giang

2.2.2 Moi truing tic nghi^p7.

M6i trudng tic nghiep li nai diin ra cdc hoat dpng vi su canh tranh cua doanh
nghiSp va doi thu trong nginh, do mdi truing tic nghiep quy^t dinh tinh chat va muc d@
c^nh tranh trong mpt nginh kinh doanh, nen chia khoa xiy d\rng chien lrrpc kinh doanh
thanh cong la cong ty phii phan tich cac inh hudng cua n6. Ta se ap dvmg m6 hlnh Nam
tic l^c cua Michael E.Porter de phin tfch moi truim tic nghipp.

Cicdoithu
tieman

Nguy co tir doi thu
canh tranh moi

Khining
thuong
lupug nha

Cic d6i thu canh tranh
trong nganh

cung cap

Khanang

thuong
lupng
ngudimua

Nguoi

Sir tranh dua cia cic

doanh nghiSp hien Co
trong nganh

Nguy co tir sin pham
thaythe

Sin phim
thiy the
Hinh 2.2 Mo hlnh nam tic luc cua Michael E.Porter8
2.2.2.1 Doi thu canh tranh.

Ap lire tir doi thti canh tranh li loai ip lire thuimg xuyen va de dpa tr^c ti^p tM sir
t6n tai va phit trien cia t^t ci cic cong ty hoat dpng trong nganh. Vi v|y, cic c6ng ty
can phan tich doi thu canh tranh de nim va hieu dupe cic bi^n phip phin umg vi hinh
dpng mi ho co th^ thyc hien. Cic npi dung chu yeu cia cing vipc phin tich doi thi
canh tranh dupe the hipn (f hinh 2.3

7 Huynh Phu Thinh. 2009. TM li^u da din.
^Michael E.Porter. 1985. Dan theo Huynh Phu Thinh 2009

SVTH: Duong Minh Chien

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Lap ke hoach kinh doanh xuat khau gao cho Cong ty CP Du lich An Giang

Nhune veuto dieu khiin

Nhune dieu doi thu earth

doi thu earth tranh

tranh dane lean va co the lam

Miic tieu tinrng lai

Chien Iirpc hipn tai

d tat cd cdc cap qudn trj vd
theo nMiu gidc dp

Cong ty dd dang canh tranh
nhuthendo?

Cdc van de can tra loi ve doi thu cijnh tranh

D6i thu co hai long vdi vi tri hipn tai khdng?
Nhttng budc di hay s\r dich chuy^n chien lupc
nao d6i thu se thuc Men?
Diem yeu cua doi thu canh tranh?
Dieu gi kM^n doi thu canh tranh trd dua manh

me va Mpu qud?

Cac gid thuyet

Cdc tim nang

Dupe doi thu d?it ra ve
Min thSn vd ve ngdnh

Cdc diem manh vd
diem yeu ctia doi thti

Hinh 2.3 Cdc npi dung can phan tich cua doi thu canh tranh9
2.2.2.2Khach hang.

Phan tich khach hdng giu vai tro v6 cung quan trpng, su tin nMem cua khdeh hdng
Id tdi sdn cd gid tri nhdt cua cong ty. B6n c^nh do can quan tSm s^e ep tu khach hdng
nhu: khd nang trd gid, doi hdi ngudi ban nang cao chdt lupng, van chuyln, thanh todn vd
cd th ldm cdc cong ty trong ngdnh ch6ng lai nhau.
2.2.2.3Nhd cung cap

Bao gom cdc d6i tupng: ngudi bdn nguyen vdt liu tMet bj, cpng dong tdi cMnh vd
nguon lao dpng. Tuong tp nhu khach hdng, kM ngudi cung c^p cd uu the, hp cd the gay
dp luc manh vd tao bit lpi cho doanh ngM^p.

'Michael E.Porter.1985. Dan theo Huynh Phu Thinh 2009

SVTH: Duong Minh CMen

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Lap ki hoach kinh doanh xuit khau gap cho Cong ty CP Du lich An Giang

2.2.2.4Doi thu canh tranh tim an.

CAc noi dung can phan tich cAa d6i thu tim An 1A:
Dvr doAn d6i thii c^nh tranh tim in.
Cac rAo cAn xam nhap ngAnh.

D^ tinh vi don trA dua.
GiA chan xam nh^p.
Tinh chat cua cAc rAo cAn xam nhAp ngAnh.
2.2.2.5San pham thay the.

SAn phim thay the 1A cAc sAn phim c6 ctog c6ng dung nhu sAn phim cAa ngAnh,
tAc 1A co khA nang thAa mAn cAng mot loai nhu cau cAa khAch hAng. Khi gia. cAa sAn
phim chinh tang thi nguAri tiSu dAng co khuynh huAng sA dung sAn phSm thay the vA
ngugrc lai.

CAc tnrAng hprp cAn quan tAm din sAn pham thay the: khi sAn thay thi co gia re
hon dAng ki so vAi sAn pham cAa ngAnh; ngAnh co mAc lai nhuAn cao.
2.2.3 Moi tnrAng vl mo".

^ Yeu t6 Wnh ti bao g6m cAc yeu t6 Anh huAng sau : ty IS l^m phAt, lai suit ngAn
hAng, tygiAhoi doi....

^ Ylu t6 chinh trj - phap luat bao gom cAc yiu t6 Anh huAng sau : CAc luat thue,
cAc chinh sAch uu ^ii cAa nhA nuAc, cAc quy dinh vi ngoai thuong...
at Ylu t6 nhan khau hgc: Tong s6 dAn vA ty 1^ tang dan so, sir dich chuyen dan s6

vA di cu, kit ciu vA xu huAng thay doi dan si...
t Yiu to van hoa - xa hi: bao gom yeu to vAn hoa (nin van hoa, nhAnh van hAa,

giai ting xA hOi) vA yiu to xa h0i (lii song, nghe nghi^p, trinh dp nhan thAc
chung cua xa hoi).

>t Yiu ti cong nghp: xu huAng t^r dpng hoa, mAc chi ngan sAch cAu nhA nuAc cho
nghiAn cAu vA phAt triin, chi phi cho nghien cAu vA phAt triin Aong ngAnh...
"t Yiu to tir nhien: Anh huAng cua diiu Wen dja ly, sir thiiu hpt nguyen lipu, 6
nhiem m6i tnrAng...
2.3 Cac cong cu xay dung phuong an va lua chpn chiin lupc kinh doanh.

2.3.1 CAc congcu thu thap thong tin cho ki hoach kinh doanh11.
Sau khi thu thAp thAng tin tA moi tnrAng ben trong vA ben ngoAi danh nghiSp tiin
hAnh xay dimg ma tran dAnh gia n^i bo (WE Matrix), ma Aan dAnh giA cAc yiu ti bAn
ngoAi (EEE Matrix), ma tran hinh Anh canh Aanh.

10Huynh Phu Thinh. 2009. Tai li^u da din.
"Huynh Phu Thinh. 2009. Tai li^^i dS dan.

SVTH: Duong Minh ChiinTrang 11


Lap ke hoach kinh doanh xuit khau gao cho Cong ty CP Du lich An Giang

2.3.1.1 Ma tran ddnh gid npi bo (IFE Matrix).
D&y Id cdng cu ddnh gia, dinh hrpng cdc diim mgnh vd diim yeu cila cong ty vdi cdc nhan to thanh cong chii yeu cua ngdnh. Ma tran du^e thpc hien qua 5 budc:
•L Budc 1. Lap danh muc cdc nhan to thanh cSng chu yeu. Danh muc nay til 10

din 20 yeu to (phu thu^c vdo quy mo ciia cong ty).
-L Bvdc 2. Xdc dinh tarn quan trpng cua moi nhan to (trgng so). Tarn quan

trpng ciia moi nhan t6 dupe cho diem tir 0,0 (khong quan trpng) den 1,0 (rat
quan trpng). Ting cac trpng so phdi bdng 1.
^L Bvdc 3. Danh gia nang lnc cua cong ty vdi moi nhan to thanh cong. Nang
lye dupe cho diem tu 1 dn 4. Trong do, 4 = rat manh, 3 = kha m^nh, 2 = kha

yu, 1 = rat y^u. Diem ddnh gid nang lpc c^nh tranh cua cong ty d6i voi moi
nhan to thanh cong dpa tren nang lpc cua cong ty.
^t Budc 4. Xac djnh diem co trpng so. Vdi moi nhan to, ta nhan trpng so cua no

vdi so diem danh gia ndng Ipc cila cong ty dl xac dinh diem cd trpng so.
i-L Bvdc 5. Xac dinh tong diem danh gia nang life canh tranh cua cSng ty: cpng

tong so dim co trpng so cua tat cd cac nhan t6 de xdc dinh t6ng so diem danh
gia nang luc canh tranh ciia doanh nghiep.

Bang 2.2 Ma tran danh gia npi bp (IFE).

STT

Cac yeu to ben trong

1

Trpng so

Diim

Diem co

(0)

(1)

(0)x(l)

trpng so

2
3

Tongcpng
Bat ke ma tran IFE cd bao nhieu yeu to, ting si diem ddnh gid nang luc canh
tranh cao nhat ma mpt cdng ty co the Id 4, thap nhat la 1 vd trung binh Id 2,5. Ting si
diem ldn hpn 2,5 cho thiy cdng ty co nang lpc canh tranh m^nh vd diem nhd hon 2,5
cho thiy cong ty yiu.
2.3.1.2.Ma tran danh gid cac yeu to ben ngodi (EFE Matrix)
Ma trdn danh gid ede yiu ti ben ngodi hay ma trdn EFE (External Factors
Enviroment matrix) giup ta torn tdt vd lupng hoa nhSng dnh hudng cua yeu ti mdi
truong den doanh nghi^p. Viec phdt triin ma tran EFE gim 5 budc:
• Budc 1. L|p danh sdeh cac co hpi vd de dpa chu yeu, cd vai trd quyit dinh dii
vdi su thdnh cong ciia cac cong ty trong nganh nhu dd nhan dien trong qua trinh
phan tich mdi truong vi md vd tdc nghipp.

SVTH: Duong Minh Chien

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