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CHNG 1:
c s L LUN V HOAT NG BN HNG
1.1.
Trang 1
sch chng trnh nhng thay i thng s k thut trn sn phm v nhng chuyn bin v
iu kin th trng, thng qua nhng i din m cng ty c th xy dng nhng quan
h tt p vi khch hng bng vic thng xuyn thng tin cho nhng tin tc hu ch c
tc ng mnh m n quyt nh mua sn phm ca cng
ty.
- Thi hnh nhng chng trnh tip th: thng v hon thnh mt na khi kt thc
vic bn hng n tay khch hng, quan nim thng v trn vn l khi kt thc vic bn
hng m ngi i din bn hng tip tc tip xc vi khch hng m bo khch hng
tn dng trn vn mi tnh nng tip th cn thit l ni qung b sn phm cho ngi tiu
dng nm bt c. Qu trnh ny phi tham gia phi hp cht ch gi nhng k hoch
marketing ca cng ty.
1.2. MC TIU V S CN THIT KHCH QUAN CA HOT NG BN
HNG:
1.2.1. MC TIU CA HOT NG BN HNG
- Tha mn nhu cu ca doanh nghip: Bn c nhng sn phm sn xut ra
mt cch nhanh chng nht thu hi vn v ti a ha li nhun cho doanh nghip. Mc
khc bn hng l ni thu thp thng tin cho doanh nghip, doanh nghip bit nhng u
im v nhc im ca doanh nghip trn th trng t c chnh sch cho ph hp.
Tha mn nhu cu ca khch hng: p ng li ch, mong mun, c vng trong sinh hot,
i sng ca khch hng.
1.2.2. S CN THIT KHCH QUAN CA HOT NG BN HNG
- Mc tiu hot ng ca cng ty quan trng nht l li nhun v c li nhun cng ty
mi tip tc hot ng v th hot ng bn hng l hnh thc trc tip em li li nhun
cho cng ty, ngoi ra hot ng bn hng pht trin thng hiu sn phm cho doanh
nghip, v vy hot ng bn hng l b phn khng th thiu trong cng ty d l cng
ty dch v hay sn xut.
1.3. NI DUNG CA HOT NG BN HNG:
- Hai yu t quyt nh thnh cng ca hot ng bn hng chnh l lc lng bn
hng v khch hng. Sau y ta s nghin cu 2 yu t trn
Trang 2
Trang 3
Trang 4
- Lc lng bn hng ca cng ty: gm tt c nhng nhn vin c trch nhim trc
tip n hot ng bn hng. Lc lng bn hng ny c th chia ra lm hai loi: bn trong
v bn ngoi.
+ Lc lng bn hng bn trong: Hu ht lc lng bn hng bn trong thng tp
trung mt c s, vn phng v lin h ch yu vi khch hng thng qua in thoi hay
tip th t xa.
+ Lc lng bn hng bn ngoi cng ty (vnphng): Lc lng bn hng bn
ngoi cng ty thng thng c tri theo a bn kinh doanh, v hot ng c hiu qu
th iu kin cn l a bn kinh doanh phi c mt s lng khch hng ln. Ngoi tr
hot ng bn l, a s lc lng bn hot ng bn ngoi v hng ngy h phi trnh by
sn phm ca cng ty cho khch hng v khch hng tim nng.
- i l hp ng: H l nhng c nhn, hip hi, hi bun hnh ng c lp i
din cho hai hay nhiu nh sn xut hoc cung ng dch v trong mt vng lnh th qui
nh da trn c s hoa hng nhng thng l nhng sn phm khng mang tnh cnh tranh
vi nhau.
- Lc lng bn hng hn hp: y l lc lng hay s dng ng thi i ngy nay,
vi s kt hp ca ba lc lng trn chim lnh th trng v xm nhp nhiu loi th
trng khch nhau.
1.3.3. PHN LOI BN HNG
1.3.3.1. Bn hng sng to
- L ngi bn hng nhn ra nhu cu ca ngi mua v xc nh bng nhiu cch
khc nhau c th p ng tt nhu cu ny bng sn phm ca cng ty. Cng c lc nhn
thy nhu cu th r rng nhng gii php th khng r rng. Trong bi cnh y, nhn vin
bn hng cn l nh t vn, h dng nhng kin thc chuyn bit ca mnh gip khch
hng gii quyt vn . Lc lng bn hng ph trch cc khch hng cng nghip v
khch hng chuyn nghip th i hi kh nng sng to thng xuyn.
1.3.3.2. Bn hng phc v
- Nhim v bn hng phc v i km vi bn l tuy nhin cc hot ng tng
t c th ny sinh trong cc mi trng bn hng khc. Cng vic chun b v x l n t
hng, gii quyt cc vn thanh ton cng n cng l cc chc nng quan SVTH: Nguyn
Th Thanh Trinh
Trang 5
trng phc v cc khch hng trung gian v cng nghip. Sn phm, nhn hiu v gi c
cc nh phn phi cnh tranh thng ging nhau ch c cc yu t v cung cch phc v l
yu t phn bit cc nh cung ng khc nhau m thi.
1.3.3.3.
Trang 6
1.4.4.
NHN T BN NGOI:
Gm cc nhn t :
+ Ngun thng tin (Thomg mi, x hi)
+ Nhn t x hi (Vn ha, tng lp x hi, Nhm tham kho, Nhnh vn ha) +
Nhn t i th cnh tranh (gi c, mng li phn phi, phm vi hot ng, chng trnh
hot ng ca h)
+ Nhn t tm l (ng c, Nhn thc, S hiu bit, C tnh, Thi )
+ Nhn t khc (tnh hung khch quan, tnh hung khng kim sot c, lut l ca
nh nc, khoa hc k thut...)
1.5.2.
CC NHN T BN TRONG:
Trang 7
HNG:
1.6.1.
Hnh vi c x
CC CHIN LC BN HNG
1.6.2.1,
Chin lc xc tin
- Tc ng ca truyn thng i vi khch hng thng qua nhn thc ca h sau khi
tip nhn cc thng ip m cng ty a ra.
Kha lun tt nghip
nh gi dch v bo hnh hu mi
Trang 8
phm dch v.
- nh gi mc x l cc khiu ni ca khch hng.
- Mc quan tm v mi lin h vi khch hng sau hu mi.
1.6.3.2.
Doanh s bn hng
Li nhun
Chi ph bn hng
S khch hng mi
S khch hng mt i
- S khch hng ngng giao dch sau mt khong thi gian nht nh
Trang 9
CHNG 2:
PHN TCH THC TRANG HOAT NG BN HNG
2.1.
www.sieuthimavbo.net
+ S vn ng k kinh doanh : 550.000.000 (nm trm nm mi triu
ng).
+ Ngnh ngh kinh doanh: Chuyn kinh doanh cc mt hng my tnh, linh
kin ca my tnh.
- Cng ty trch nhim hu hn thng mi - dch v my tnh L Gia c thnh
lp v i vo hot ng ngy 04 thng 10 nm 2007 theo giy php kinh doanh s
4102055377 do S K Hoch v u T Thnh Ph H Ch Minh cp ngy 04 thng 10
nm 2007.
- Cng ty chnh thc giao dch vi khch hng ti so 2B ng s 20, Phng 5,
Qun G Yp, TP H Ch Minh.
2.2.
Trang 10
CHC NNG
- Thanh ton theo dung lng khch hng cn phc hi, cung cp cng ngh thit b
hin i v phn mm nghin cu d liu chuyn nghip.
2.2.2.
-
NHIM V:
Trang 11
C CU T CHC:
(
N
GIM C
V.__________________
PHNG
HNH
CHNH
NHN
PHNG
K
TON
PHNG
KINH
DOANH
V__________
V__________
/-----NHN
VIN
BN
HNG
V
V__________
(-----
NHN
VIN
K
TON
PHNG
BO
HNH
PHNG
K
THUT
V__________
( \ NHN
(-----
NHN
VIN
GIAO
NHN
VIN K
THUT
V
____________
\
KHO
V_________
(^
V______
J
NHN
VIN
BO
HNH
(\
NHN
VIN
KHO
LJ
Trang 12
- Phng hnh chnh nhn s: Thc hin cng tc ti chnh, tuyn dng v o to
nhn vin. Thc hin cc cng vic lin quan n nhn s, xy dng, pht trin, qun l v
kim sot cc lin quan n nhn s theo quy nh ca php lut v quy nh ca cng ty.
- Phng kinh doanh'. Lp cc k hoch kinh doanh v trin khai thc hin v chu
trch nhim v cc hot ng bn hng chm sc khch hng, cc chng trnh khuyn
mi, dch v hu mi.
- Phng k ton: Thu thp, phn nh, x l v tng hp thng tin v cc ngun thu
v chi ca cng ty. Lp cc bo co ti chnh, lp bo co thng, qu, nm,... Lu tr chng
t, s sch, ti liu k ton theo quy nh ca nh nc.
- Phng k thut: lm nhim v kim tra cc my vi tnh, linh kin my tnh, bo v
chm sc cc thit b. T chc, thc hin v chu trch nhim v cc hot ng kim tra
cht lng sn phm ca cc nh cung cp cng nh cc sn phm bn ra ca cng ty.
- Phng bo hnh: sa cha cc s c ca sn phm ca cng ty cho khch hng
trong thi gian bo hnh nh: kim tra cc thng my, bo tr my,...
-
Nhn xt: Cng ty t chc b my qun l theo m hnh qun l tp trung. Cng ty
xy dng mt b my qun l gn nh, hp l v khoa hc. Cc b phn qun l h tr
hiu qu cho phng kinh doanh.
2.4. TNH HNH HOT NG SN XUT KINH DOANH
- Trong nm 2009, cng ty gp rt nhiu kh khn trong vic kinh doanh do nh
hng ca s suy thoi kinh t trong nc v th gii. Nhng vi s quyt tm n lc ca
lnh o v cng nhn vin cng ty, di s lnh o ti tnh ca Gim c gip cng ty
t c kt qu ng khch l
2.4.1. TNH HINH HOT NG SN XUT KINH DOANH:
Trang 13
(n v tnh: VN)
Nm 2009
Ch tiu
Gi Tr
Chnh lch gi tr
Nm 2010
Chnh
trng
trng
(%)
Gi Tr
(%)
lch Ctf
Mc tng
T l tng
cu
450.000.000
100
675.000.000
100
225.000.000
56.7
v cung cp dch v
415.000.000
92.2
633.000.000
93.7
218.000.000
52.5
1.5
Gi vn bn hng
250.000.000
55.5
378.000.000
56
128.000.000
51.2
0.5
165.000.000
36.6
255.000.000
37.8
90.000.000
54.5
1.2
71.250.000
15.8
91.600.000
13.6
20.350.000
28.6
-2.2
39.900.000
8.9
55.700.000
8.3
15.800.000
39.6
-0.6
18.000.000
26.500.000
3.9
8.500.000
47.2
57.6
1.6
cp dch v
Cc khon gim tr
Doanh thu thun v bn hng
Li nhun gp bn hng v
cung cp dch v
0.1
141.900.000
31.5
223.650.000
33.1
81.750.000
kinh doanh
Thu nhp khc
49,900,000
11.1
54.890.000
8.1
4.990.000
Chi ph khc
13.000.000
2.9
13.700.000
2.1
700.000
5.38
-0.8
Li nhun khc
36.900.000
8.2
41.190.000
6.1
4.290.000
11.6
-2.1
178.800.000
39.7
264.840.000
39.2
86.040.000
48.1
-0,5
10
-3
thu
NHUN
- Bin ng doanh thu: Qua bng phn tch trn ta thy tnh hnh doanh thu c chiu
hng tng mnh. Cui nm 2010, doanh thu thun ca cng ty t
675.0.
000 ng, cui nm 2009 l 450.000.000 ng, doanh thu cui nm 2010
Trang 14
Trang 15
Xc nh khch hng
(------------7
-------------^
Tm hiu nhu cu
khch hng
' \ T vn cho khch
hng
s.________________________________________ )
Dch v chm
sc khch hng
v bo hnh
/------------------------\
Kt thc cuc
bn hng
s._______________________________________ )
~ 'N
Gii thiu v
sn phm
V,_____________________________________________
S 2.1: Quy trnh bn hng ti Cng ty trch nhim hu hn thng mi dch v L Gia.
- Xc nh khch hng: Xc nh nhm khch hng ch yu nht, quan trng nht ca cng ty.
Nhm khch hng em li li ch g cho cng ty? Th hiu ca nhm khch hng nh th no?
Bao nhiu tui, ngh nghip ra sao.
- Tip xc vi khch hng: Ch ng cho hi gy thin cm vi khch hng, c gng to n
tng tt trong lng khch hng.
- Tm hiu nhu cu khch hng: Trong cuc tr chuyn vi khch hng c gng nm bt nhu
cu ca h. t nhng cu hi thm d kin khch hng, xem coi sn phm khch hng cn l g.
- T vn cho khch hng: Lng nghe v gii p mi thc mc ca khch hng. T vn cho
khch hng bit r sn phm no s ph hp vi s thch v ti tin ca khch hng.
- Gii thiu v sn phm: Cho khch hng bit r tng loi mt hng sn phm, nhn hiu ca
sn phm. Nu r cc c im t trng, li ch v cng dng nht m sn phm s mang n cho
khch hng. Cung cp cho khch hng bit r cc chng nh khuyn mi nu c.
Trang 16
- Ket thc cuc bn hng: Hng dn cho khch hng cch s dng, tin hnh ghi ha n, thu
tin, gi hng.
- Dch v chm sc khch hng v bo hnh: Cng ty c chnh sch giao hng tn ni cho
khch hng. Cc sn phm trong thi gian bo hnh nhn vin k thut s n tn ni theo yu cu
ca khch hng kim tra cc li v my tnh, phn mm ng dng, loi tr cc phn mm khng
c ch,...
Nhn xt: cng ty c mt quy trnh bn hng tt, cc khu iu c tin hnh theo cc trnh t
ph hp vi nhau gip cho cng ty t hiu qu cao trong bn hng.
2.5.2 GII THIU V TH TRNG
- Tng kim ngch xut khu thit b tin hc trong cc thng nm 2009 t 96,2 triu USD, nng
tng kim xut khu cc thng u nm t 618,6 triu USD. T trng 3 mt hng xut khu ln nht
(my in, bng mch v linh kin vi tnh) cc thng u nm 2009 chim n 98,7% tng kim ngch
xut khu cc thit b tin hc.
- Trong s cc mt hng nhp khu linh kin vi tnh trong thng nm 2009 t 46,5triu USD,
tng 2,4% so vi nm 2008, qua nng tng kim nghch nhp khu u nm t 274,9 triu USD.
Nhp khu bng mch cc loi trong cc thng t 36,1 triu USD, gim 1,9% so vi nm 2008. en
ht thng 7/2009, nhp khu mt hng ny t 240 triu USD
- Linh kin vi tnh nhp trong thng 7/2009 t Nht Bn l 18,1 triu USD, Singapore 11,1
triu USD, Hng Kng 4,3 triu USD, Trung Quc 5,2 triu USD v i Loan 3,9 triu USD. Mt
hng bng mch cc loi nhp khu t Nht Bn l 15,5 triu USD, Singapore 11,9 triu USD, Trung
Quc 3 triu USD v Hng Kng 1,8 triu USD.
- Th trng my vi tnh li vo ma si ng do nhu cu mua my ang tng cao. Sc mua
hng in my hin nay tng 30% so vi thng trc trong mt hng my vi tnh tng mnh
nht. i tng mua ch yu l hc sinh, sinh vin chim n 60-70%.
- Trn th trng hin nay hng i Loan, Trung Quc vn chim a s. Trong lng hng
nhp tiu ngch v di do, cho nn cc u mi nhp hng cnh
Kha lun tt nghip
tranh gi quyt lit. Gi nhiu loi linh kin my tnh ti siu th my tnh gim mnh so vi thng
trc nh: Mainboard gi gim 5-36 USD/ci, CPU gim 1-8 USD/ci, RAM gim 0,52,5 USD/ci,
a cng gim 1,5-4,5 USD/ci,... Gi linh kin my tnh ti ca hng dch v vi tnh Phong Y nh:
SVTH: Nguyn Th Thanh Trinh
Trang 17
Mainboard gim 3-11 USD/ci, CPU gim 2-18 USD/ci, a cng gim 1-7 USD/ci,...
- i tng mua hin nay ch yu l khch hng t cc tnh ln cn v ngoi thnh. Y vy, gi
my vi tnh c rt lin tc. Hin nay ch cn khong trn 100 USD l c th mua c mt b my vi
tnh, so vi mc gi cch nay mt nm t nht cng phi t 200 USD tr ln. Ring linh kin ri (mn
hnh, cpu, cd rom, ram) c hin bn chy do p ng c nhu cu ca nhng ngi s dng my
vi tnh cn thay th tng b phn b h hng.
- Sn phm th h mi xut hin lin tc c cu hnh v tc mnh hom y gi linh kin
model trc gim mnh. Ngoi ra trn th trng hu nh thng no cng xut hin 4-5 thng
hiu l (phn ln l hng Trung Quc), vi gi r hn cc thng hiu khc khong 10-15%.
Nhn xt: th trng v my vi tnh v cc thit b my vi tnh c rt nhiu bin ng v thay
i, khng n nh. C rt nhiu mt hng vi nhiu s la chn,v cc t gim gi.
2.5.3. K NNG BN L TI CNG TY:
Bcl: Chun b
-
Chun b v bn hng:
Chun b v s lng:
+ Nhn vin bn hng kim tra li my vi tnh, mn hnh, my chiu, laptop v cc linh kin.
Neu sn phm b mt mt th bo ngay cho phng kinh doanh bit.
+ Sau nhn vin bn hng li mt ln na, m li s lng sn phm ca hm nay v em i
i chiu vi m vch, gi c ngy ca ngy hm qua trc
lc v.
Trang 18
Nhn vin n tip khch hng bng cch i n bn khch hng v cho hi.
- Nhn vin lun tm cch gy thin cm vi khch hng, lng nghe kin ca
khch hng, t thi nhit tnh vi khch.
- Mi khch i xem qua cc sn phm ca cng ty, lun phc v chu o n cn khi
khch hng yu cu.
- Mt vi khch hng quen th nhn vin bn hng tip chuyn bng cch hi thm
v sc khe, cng vic lm n, sau hi thm khch hng v cc sn phm mua cng
ty hi trc.
Bc 3: Tm hiu nhu cu ca khch hang
- e hiu c nhu cu ca khch hng th b phn bn hng l nhn t quan trng
l cu ni gia khch hng v doanh nghip. Trong qu trnh bn hng, nhn vin lm
quen, tr chuyn nh gi v khch hng mt cch khi qut t c th nhn thy mt s
s thch, th hiu ca khch hng v sn phm.
- Trong lc tr chuyn vi khch hng th nhn vin cng ty quan st nt mt v nh
mt ca khch hng bit c khch hng c nhu cu mua sn phm g ca cng ty.
- Mc tiu mua mt sn phm no ca khch hng l nhm tho mn nhu cu ca
h. i vi khch hng, sn phm ng ngha vi ngun tho mn nhu cu. H mua hng
l mua s tho mn. Nhu cu ca khch hng c th c i hi tho
Trang 19
Trang 20
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Trang 22
- Thng qua vic gi phiu ng gp , sn sng tip nhn, gii pv gii quyt cc
khiu ni hay nhng yu cu hp l ca khch hng.Theo di kp thi pht hin v sa sai
st trong vic giao v vn chuyn sn phm cho khch hng. Bn cnh cn kim a cht
lng ca sn phm trc khi sn phm n tay ngi tiu dng v y l yu t nng cao
uy tnh ca cng ty.
Sng to li ko khch hng:
- C i ng nhn vin t vn v li mi thc mc ca khch hng.
- Nhng chng trnh khuyn mi ca cng ty rt c sc: Nhng n t hng tri
gi 5 triu s nhn c mt phiu im ( mi phiu im l 10.000 vit nam ng).
- Nhng n t hng tr gi 10 triu s nhn c 1 u DVD Asus.
- Cng ty thng c cc phiu qu tng tng cho khch hng ln n sau mua
hng c tng mt tai nghe hoc loa vi tnh.
Nhn xt: Cng ty c chin lc chm sc khch hng tt, lm cho khch hng
rt hi lng v tin tng vo sn phm ca cng ty hn.
2.5.7. GII THIU V SN PHM CA CNG TY;
Cng ty ch nhim hu hn thng mi - dch v L Gia chuyn kinh doanh cc loi
my vi tnh, cc linh kin my tnh,...
Sn phm ca cng ty gm cc dng sn phm nh:
Trang 23
Gi
(VND)
Bo hnh
-Mn hnh 17
- Giao din Analog, DYI
Mn hnh SyncMaster
731 BA
- sng 300cd/m2
- torng phn 600:1
- phn gii 1280 xl024
- Gc nhn rng 160 /160
1.800.000
18 thng
3.500.000
24 thng
819.000
36 thng
Trang 24
122.1000
18 thng
948.000
18 thng.
514.000
12 thng
125.000
5 thng
838.000
15 thng
217.000
10 thng
315.000
12 thng
337.000
15 thng
915.000
18 thng
120.000
6 thng
GigabyteGa-Ym
800Pmc
ATA100,2sata, 2xDDR2-553,
8USB 2.0
B x l
Celeron2.53Ghz (326)
a di ng 512MB
Ramdisk
B x l Intel P4-
2.4Ghz
B nh 128MB Sdram
B nh 256Ddram
- Bus 133mhz
- Bus 400mhz
hng.
- Khng ngun bn hng trong sut
Trang 25
(1024*768)
chng st.
145.000
12 thng
161.000
12 thng
23.636.000
36 thng
12.773.000
26 thng
16.985.000
24 thng
13.457.000
24 thng
My chiu
(Analog
& Digital
SVGA (800
*600) share), Audio
InfocusWordBig X3 -- Kt
ni
Video:
Cng
sng:S-video,
1700 ANSI
Composite,
Audio, Buil in speaker
lumens
-Trng
lng:
1,12000:1
kg
- tng
phn:
My chiu
-- Tui
Chcth
nng:
hnh
trong
hnh
bng
n:
3000
giPip
- iu khin t xa chun
InfocusWordBigIN 24 - Kt ni Computer: VESA, Audio
- Kt ni, Composite, Audio
- Cng ra: Monitor Out, Audio,
Bull in speaker
- B iu khin t xa chun.
- phn gii thc : XGA
(1024*768)
- phn gii thc : SVGA (800
-*600)
Cng sng: 1700 ANSI
My chiu
InfocusWordBig
lumens
--
Cng
phn:
sng:2000:1
2200 ANSI
tng
lumens
- Tui th bng n: 3000 gi
- B iu khin t xa chun
Trang 26
Laptop Macboock
- y l mt bn nng cp cc
model, c ci tin vi thit k pin
lin my, m rng thi gian ln ti
8 gi, 1000 ln sc. Bn cnh ,
cn l chic laptop gii tr nh cao
vi nhiu trang b v ha, phn
19.000.000
36 thng
Chut
Khng dy
355.000
2GB
150.000
< TECH
USB
Trang 27
Khalun
lunttttnghip
nghip
GVHD:
ThS.Nguyn
Kha
GVHD:
ThS.NguynTh
ThTuyt
TuytMai
Mai
+ Kim tra loi tr cc phn mm chy thng tr, m bo cc dch v mng c ci
t, bo tr v ci t h thng bo mt.
Nhn xt: Sn phm ca cng ty rt a dng, p ng mi nhu cu v th hiu ca
ngi tiu dng. Gi c ca cc sn phm khc nhau gip cho khch hng c nhiu s la
chn.
2.6. GII THIU V I TH CNH TRANH:
- Hu ht cc mt v dch v v my tnh ca cng ty ang kinh doanh u chu s
cnh tranh gay gt t cc cng ty, cc h in t my vi tnh, cc ca hng chuyn bn v
cung cp dch v my tnh trong nc.
- Cc i th cnh tranh ln ca cng ty nh l: cng ty my tnh Phong Y, Cng ty
trch nhim hu hn Minh Thng, siu th my tnh,...
- Cng ty ngang tm nh l cng ty trch nhim hu hn Thnh t, a ch 229/51C
Nguyn kim, Phng 3, Qun G Yp. Cng ty cng ra i vo nm 2007 v i vo
hot ng c 3 nm nay, cng ty chuyn kinh doanh cc mt hng my vi tnh, cc linh
kin my vi tnh nh cng ty L Gia. Cng ty c lc lng bn hng v sn phm khng
km g so vi cng ty L Gia.
Bng so snh sn phm ca cng ty L Gia v cng ty Thnh t
Tn sn phm
Cng ty L Gia
Cng ty Thnh t
- C phn phn gii cao
Mn hnh LCD
17m
- Chip intel 865G, 3.5GHz, bus - chip via p4m800, bus 800, 4sata
Mch chnh
900
- Gi bn: 850.000 ng
- Gi bn: 819.000 ng
- Celeron 2.53GHz, bus 532
- Gi bn: 514.000 ng
- Ga bn: 850.000 ng
B nh
- Gi bn: 217.000 ng
- gi bn: 200.000 ng
a di ng
B x l
Trang 28
Thng my
Loa
kigston
kigston
- Gi bn: 135.000 ng
hng
- gi bn: 337.000 ng
- gi bn: 560.000 ng
- Microlab A6301
-Microlab M600
- m cao
- Gi bn:450.000 ng
320 PC
Gi bn: 377.000 ng
- Gi bn: 350.000 ng
Ga bn: 385.000 ng
-Pilips 200, phm gii 620 X
- Gi bn: 155.000 ng
Trang 29
- M rng th trng tiu th, nn tp trung vo cc tnh min Ty, Bnh Doug,
ng Nai tm cho mnh nh phn phi, i l, khch hng l kh nng thc thi chin
lc v y theo quy hoch th c nhiu cng ty, trng hc,v..v.. nn thit b my tnh
l khng th thiu i vi ni ny. Cho nn L Gia m thm cc i l v nh phn phi ti
cc tnh ny.
- Trao hc bng cho sinh vin cc ngnh cng ngh thng tin, k ton, ti chnh, h
Trang 30
thng thng tin qun l,... to c hi cho h thc tp c th thu ht sinh vin gii v lm
vic cho cng ty.
Tuyn m v hun luyn lc lng bn hng
ng cha ta tng ni: thin i, a li, nhn ha. Nhng thin tri khng bng
a li v a li khng bng nhn ha. Mun cho yu t nhn c ha cn phi bit
thut dng ngi ngha l chn ng ngi, b tr h ng v tr vo thi im cn thit.
Yi qui m kinh doanh nh hin nay i ng bn hng l rt quan trng cn c quan
tm. H l ngi tip xc vi khch hng thng ngy m khch hng lun l thng ;
lm sao cho lc lng bn hng lun lm khch hng hi lng l vn m cng ty lun
quan tm. Khi tuyn chn nhn vin bn hng thng tng gim c s c i din lm
vic ny thng l do ca hng trng m nhn v ca hng trng l ngi tip xc thc
t hng ngy vi khch hng. u tin ca hng hng trng s a ra s lng ngi bn
cn bao nhiu v s a ln cng ty tng gim c duyt sau mi tuyn dng. Cng
ty c th s a thng tin ny ln mng, ln bo, hay qua cc trung tm gii thiu vic lm.
Cng ty a ra yu cu trnh cho nhn vin bn hng, trng phng, thu ngn t 12 tr
ln, c kh nng giao tip, c tnh thn ch nhim, phm cht c nhn v sc khe tt, tuy
cng ty khng t kinh nghim v bit ngoi ng ln hng u nhng s u tin cho nhng
ng vin no bit. Trng phng s nhn ngun lc ny t nhiu ni khc nhau c th l
khch hng gii thiu, ngi quen hay trung tm vic lm..v.v.. ..cc ng vin iu phi
lm mt b h s c y thng tin c nhn sau c trng phng phng vn s b
qua mt cuc tip xc ngn. Cn i vi trng phng cng ty yu cu c trnh i hc,
c kinh nghim trong vic qun l, cng ty thng u tin nhng ngi c thm nin lm
vic lu nm v c kt qu lm vic tt. ng vin no c chn s c bo sau c th
l gi in cho ng vin hoc hn mt ngy no ng vin gi in li hay ti cng ty.
Sau khi ng vin c chn phi th vic trc khi vo lm chnh thc vi s gip
v h tr ca trng phng, cc nhn vin bn hng c. ng vin s c hng dn v
thng tin sn phm, cc chnh sch ca cng ty
.V.V..
Trang 31
Trang 33
ht sc hiu qu trong nhng nm va qua, tuy nhin trong h thng bn hng cng cn mt
s nhc im nht nh, sau y chng ta s nhn nh nhng mt u v khuyt ca h
thng bn hng cng ty L GIA
+ u im:
- Chin lc bn hng ca cng ty gii quyt tt 2 vn v then cht l cht
lng hng ha v h thng pht hnh.
- Cht lng hng ha khng ngng c nng cao, cng ty rt ch trng sng lc v
lin kt vi nhng nh cung cp uy tnh chuyn nghip m bo sn phm c cht lng
tt, di do, nht l cht lng ca sn phm vn ha li cng c cng ty - quan tm
nhiu hn.
- Cng ty c cc sn phm v my tnh v dch v v my tnh rt a dng, c dch v
bo tr my tnh n tn nh khch hng.
- Chin lc gi ling hot m bo c li nhun cho cng ty.
- Nhn vin bn hng nng ng, nhit tnh.
- Uy tnh thng hiu L GIA c ng o khch hng bit n.
+ Nhc im:
- Do cng ty mi i vo hot ng nn tn tui trn th trng cha c bit n
nhiu.
- Cng ty cha thc hin c hot ng nghin cu marketing v xy dng chin
lc marketing hp l, do mt s chnh sch ca cng ty thng b ng, mang tnh i
ph vi s thay i th trng. T dn n vic lp chin lc kinh doanh cha hp l.
- Cha c b phn chuyn trch lm cng tc nghin cu th trng
- Lc lng cn b ti cng ty, i ng bn hng cha tng xng vi quy m pht
trin ca cng ty.
- Cha c chin lc xc tin nhm vo khch hng c.
Trang 33
1
Tm hiu nhu cu
khch hng
_________________)
7
Xc nh khch hng
_________________J
V.
V.
Dch v chm
sc khch hng
v ho hnh
(-----------------------\
Kt thc cuc
bn hng
(-----------------------\
Gii thiu v
sn phm
V,_________________________________________________
s.______________________________________
Trang 34
mi nu c.
Trang 35
- Kt thc cuc bn hng: Hng dn cho khch hng cch s dng, tin hnh ghi
ha n, thu tin, gi hng.
- Dch y chm sc khch hng v bo hnh: Cng ty c chnh sch giao hng tn
ni cho khch hng. Cc sn phm trong thi gian bo hnh nhn vin k thut s n tn
ni theo yu cu ca khch hng kim tra cc li v my tnh, phn mm ng dng, loi
tr cc phn mm khng c ch,...
Nhn xt: cng ty c mt quy trnh bn hng tt, cc khu iu c tin hnh theo
cc trnh t ph hp vi nhau gip cho cng ty t hiu qu cao trong bn hng.
2.12.2.
... .
Trang 36
- Cng c pht trin v th cnh tranh, khuych trng thng hiu sn phm ca
cng ty.
- Kim sot gi c v chi ph: Kim sot gi c u ra ph hp vi nhu cu th trng
v mang tnh cht cnh tranh, i vi gi c u vo cng ty ch ng tm kim nh cung
cp r, cht lng n nh, gim ti a cc chi ph khng hp l, chi ph chung,...
- Qung co trn cc phng tin truyn thng khch hng c th nm thng tin
v cng ty v sn phm nh:
+ Bo, tp ch: Si Gn Tip th, T vn Tiu dng, Thng hiu Vit, m thc, Tui
tr, Thanh nin,...
+ Truyn hnh
+ In t ri siu th ni c bn sn phm.
+ Internet: Nhanh chng a thng tin ca cng ty v cc mt hng vo Website ca
cng ty.
- Thc hin cc chng trnh khuyn mi: Yo cc dp l ln, tt Nguyn n, ng
cc hi ch hng tiu dng gii thiu sn phm.
- Tham gia ti tr mt s chng trnh th thao hoc chng trnh nu n trn truyn
hnh.
- Trao hc bng cho sinh vin cc ngnh cng ngh thng tin, k ton, ti chnh, h
thng thng tin qun l,... to c hi cho h thc tp c th thu ht sinh vin gii v lm
vic cho cng ty.
2.7.2.2.3.
- Cng ty L Gia lun quan tm v ch trng n vic tuyn chn nhn ti v thu ht
nhiu ngun nhn lc khc nhau.
- La chn v xp xp ng ngi, ng vic, ng thi im.
- Cng ty lun ch trng tuyn chn i ng bn hng tt nht, c nng lc v tinh
thn trch nhim cao. Lc lng bn hng l cu ni gia cng ty v khch hng, nn cng
ty L Gia rt ch tm n vic tuyn chn nhn vin bn hng c thi nghim tc trong
cng vic, hot bt sing nng vui v, nhanh nhy s l tnh hung kh trong bn hng tt.
Quy trnh tuyn dng ca cng ty L Gia
Trang 37
Xc inh nhu cu
tuvn duna
\_________________________J
/-------------------------------------------------------------\
Tin hnh o to v
th vic
\_________________________J
K hp ng
lm vic
S : 2.2. S tuyn dng nhn vin
- Xc inh nhu cu tuvn duns: Nhu cu bn hng hin ti ca cng ty cn bao nhiu
nhn vin.
- Phn tch cne vic v vu cu tuvn duns: Cng vic ch ch yu ca nhn vin
bn hng trong cng ty l g? Yu cu ca nhn vin bn hng ca cng ty L Gia l: Di
30 tui, tt nghip i hc cc nghnh kinh doanh, marketing, cng ngh thng tin. Mt
nm kinh nghim, c bit l am hiu v phn mm, my b, linh kin my tnh.
- Thng bo tuyn duns : c ng trn cc bo qung co, trang web ca cng ty.
- Tin hnh nhns vn: Sau khi nhn h s d tuyn, cng ty tin hnh phng vn
cc ng vin ti cng ty.
- Tin hnh o tao v th vic: Cho nhn vin hc v sn phm v cch thc lm
vic trong cng ty. Thi gian o to l 2 tun v th vic l mt thng.
- K hn ns lm vic: Sau khi kt thc thi gian th vic nu nhn vin no t yu
cu s c k hp ng lao ng vi cng ty.
Trang 38
Nhn xt. Quy trnh tuyn dng ph hp vi quy m, cng vic ca cng ty. To mi
iu kin cho nhn vin mi ha nhp v mun gn b lu di vi cng ty.
2.7.2.2.4.
o to lc lng bn hng:
Ph cp
Lng cn
bn
Nhn vin bn
PC trch
PC tin xng
nhim
PC in
PC n tra
Cng
thoi
2.850.000
250.000
250.000
400.000
200.000
3.950.000
3.000.000
275.000
250.000
400.000
200.000
4.125.000
hng
Nhn vin bn
hng
Nhn vin bn
2.700.000
hng Kha lun tt nghip
Trng
phng
290.000
250.000
400.000
200.000
3.840.000
GVHD: ThS.Nguyn Th Tuyt Mai
4.100.000
350.000
250.000
400.000
200.000
5.300.000
12.650.000
1.165.000
1000.000
1.600.000
800.000
17.215.000
Phn cng:
Phn mm:
Phn ph tri:
Phn phc li
+ Bo him y t, bo him x hi
+ Cc ngy ngh l c hng nguyn lng: Tt
dng lch, m lch, ngy
30/4, ngy 1/5, ngy 9/2, gi t Hng Vng.
SVTH: Nguyn Th Thanh Trinh
Trang 40
Qun l bn hng ca cng ty s kim tra li cc k hng coi nhn vin bn hng
ng nhn vin bn hng ca cng ty, ch trnh ng nhn vin n vic lm vic
c nhn.
-
So snh thnh tch gia cc nhn vin bn hng ong cng ty vi nhau.
Trang 41
CHNG 3:
MT S GII PHP - HON THIN HOT NG BN
HNG CA CNG TY TRCH NHIM HU HN
THNG MI - DCH v MY TNH L GIA
3.1. NH HNG PHT TRIN CA CNG TY TRONG NHNG NM TI:
3.1.1. MC TIU CA CNG TY
L mt cng ty kinh doanh my tnh , cng ty L GIA lun t mc tiu ra l
doanh thu nm sau cao hn nm trc 5% n 10% v gip cho con ngi m mang kin
thc v hiu thm cuc sng bn ngoi. Lc lng bn hng l nhn t nh hng n s
thnh cng ca cng ty nhiu nht. Qua cng tc lc lng bn hng ca cng ty, hin nay
cng ty c mt s i ng bn hng c kinh nghim v c chuyn mn rt tt, c khch
hng khen qua nhng th kin ca khch hng gi v cng ty.
T nm 2011 cng ty L GIA s thc hin tiu ch:
- a dng ha sn phm, m rng quan h i tc, m rng doanh thu kinh doanh
trn khp c nc.
-Ye nhn l trong tn lai cng ty s xy dng i ng nhn vin c trnh , lm vi
hiu qu hn. Yi chin lc ny, Cng ty L GIA ngoi vn ch trng n khch
hng, xy dng h thng phn phi, cn tp trung vo vn xy dng h thng t chc
cng ty cng nh nhn vin bn hng ti cc nh sch mt cch chc ch hn, hot ng
c hiu sut cao hn.
3.1.2. PHNG HNG PHT TRIN CA CNG TY
- Cng ty cn tng cng hot ng sn xut kinh doanh, huy ng mi ngun vn,
pht huy nng lc qun l v nng cao sc cnh tranh ca n v, nhm lm cho cng ty
ngy cng pht trin v t hiu qu kinh t cao. T tng thu nhp, nng cao mc sng
cho cn b cng nhn vin cng ty, m bo li ch cho cc c ng, ng thi gp phn
vo s tng trng kinh t ca thnh ph H Ch Minh ni ring ca nn kinh t ca c
nc ni chung.
Trang 42
M rng mng li kinh doanh vom ti cc tnh thnh khc ngoi thnh ph H Ch
Minh
Trin khai v hon thin h thng qun l bn hng bng chomg trnh vi tnh nhm
p ng tt hn na yu cu v qun tr.
3.2.
U IM:
cng ty lun n c v kim tra tnh hnh hot ng kinh doanh ca cng ty kp thi
x l cc tnh hung pht sinh ngoi mun.
-
trin trn th trng, t uy tn khng ngng tng, to thun li cho hot ng sau ny.
Thnh cng trong vic phn phi hng ho trn mt mng li rng khp t nc.
-
Trang 43
3.2.2. NHC IM
- Do cng ty mi i vo hot ng nn tn tui v sn phm trn th trng cha
c bit n nhiu.
-
Lc lng nhn vin bn hng cn thiu kinh nghim. Mt s nhn vin bn hng
Cc hnh thc khen thng cho nhn vin cn hn ch. Vic khen thng v tr
lng cho nhn vin cn mang nng tnh ngy cng, nn cha khuyn khch h phn u
tt. Hiu qu s dng sc lao ng cha cao, nhn vin cha pht huy ht nng lc ca
mnh.
-
lm.
Trang 44
- Yu cu ca khch hng c th bang: Fax, Email, in thoi hoc trao i trc tip
- Yu cu ca khch hng c ghi vo s tip nhn yu cu khch hng
* Xem xt yu cu khch hng:
- Neu yu cu khch hng ph hp vi sn phm ca cng ty th nhn vin kinh
doanh lm bo gi gi khch hng.
- Neu yu cu khch hng khng ph hp vi sn phm m cng ty v th trng
hin c, th chuyn bc qua t vn khch hng.
* T vn khch hng:
- Nhn vin kinh doanh thng bo t vn v hng ha hin c hoc cc vn c
lin quan khc cho khch hng bit. Neu khch hng cn nhu cu th thc hin li bc
bo gi, nu khch hng cha c nhu cu mua hng hin ti th thng tin khch hng s
c lu vo h s khch hng tim nng.
* Bng bo gi:
Neu sn phm m khch hng yu cu l sn phm c bn ti cng ty hay trong kho
hoc vn cn trn th trng, nhn vin kinh doanh s bo gi cho khch hng theo biu
mu v cp nht vo s theo di thng tin khch hng.
* Xc nhn t hng ca khch hng:
Neu khch hng ng vi bng gi m nhn vin kinh doanh thng bo bang fax,
email, in thoi th s xc nhn bng cc hnh thc sau:
- Fax xc nhn n t hng c ch k va du ca ngi c thm quyn i khch
hng l nh phn phi.
- Nhn tin t cc v lp n t hng i vi khch l.
* Chun b n hng:
- Nhn vin kinh doanh sau khi nhn c xc nhn t hng t khch hng s lp
n hng gm 3 lin v chuyn n b phn k ton: 2 lin, lu 1 lin. Km theo n hng
l gi chi tit n hng.
* Giao nhn:
B phn giao nhn sau khi nhn c hng t kho s tin hnh giao
hng cho khch hng.
* Lu h s v thanh ton:
- Lu h s theo qui trnh kim sot h s ca cng ty L GIA
SVTH: Nguyn Th Thanh Trinh
Trang 45
- Nhn vin kinh doanh v k ton cng n s tin hnh thu hi cng n theo qui trnh
thu hi cng n ca cng ty.
3.3.2. GII PHP V H THNG BN L
Cn qung b trn mng khch hng khng ch mua my m h cn, h cn tm
n nhng dng sn phm hay, th v. Mun vy cng ty cn phi c nhng li gii thiu
li cun.
phng thc thanh ton hin nay i vi khch hng xa thanh ton qua ti
khon cng ty v qua bu in (nhng khch hng phi gi tin trc khi no nhn c
tin th cng ty mi gi my v cho khch hng, ngoi hai phng thc ny cng nn a
ra cch thanh ton bng cch hp tc vi bu in.
Kt lun:
Vi gii php hon thin quy trnh bn hng trn s gip cho nhn vin bn hng v
cng ty c th hiu r v cng vic bn hng gip cho qu trnh bn hng din ra d dng
v d kim sot
3.4. GII PHP V TUYN DNG V O TO NHN VIN BN HNG
3.4.1. GII PHP V TUYN DNG:
Tuyn chn v o to i ng bn hng chuyn nghip,Tuyn dng nhn vin bn
hng. Chi nhnh nn bt u vic tuyn dng bng cch xc nh nhng k nng, kinh
nghim hoc trnh o to cn thit trc khi tm kim nhn vin bn hng. Sau ,
phi quyt nh phng php tuyn dng tm c nhn vin . C 3 phng php c
bn tm kim ng vin l c th qung co trn bo, tp ch hoc qung co trn mng,
hoc c th thu mt n v tuyn dng (cch ny tn km v lu hn) nhng h c kinh
nghim trong vic tm kim ng c vin ph hp vi cng vic. Hn na, tm kim qua
mng li quan h c l l cch r nht tm kim nhn vin.
3.4.1.1. Tin hnh phng vn tuyn dng nhn vin bn hng:
y l mt c hi tt nh gi c mc nm bt cng vic bn hng qua
phng vn trc tip. Neu h khng th bn kh nng ca h cho bn th h rt kh c th
bn c hng ha hoc cn ca cng ty cho khch hng mt cch hiu qu.
Kha lun tt nghip
GVHD: ThS.Nguyn Th Tuyt Mai
Tm hiu thng tin v cc kt qu bn hng trc y ca ng c vin, v d nh
lng hng h bn c cho doanh nghip trc v ngi gii thiu - ngi c th
Trang 46
phi chun b cc vn bn ngoi nh: Lin h c s o to, chng trnh o to, tin
hnh th tc ng k...nhng yu t trn phi chnh xc v cht lng.
3.5. GII PHP V B NHIM KHEN THNG
Trang 47
Trin khai p dng chng trnh qun l bn hng, cc mt hng phi c qun
l bng m vch.
- Khi c t khuyn mi hay c nhu cu iu chnh tng/ gim gi bn th b phn
cng ngh thng tin ca cng ty phi cp nht v ng b d liu kp thi n ton h
thng.
Kha lun tt nghip
- Xy dng v hon thin h thng trang Web ca cng ty, lun cp nht cc thng tin
mi nht ca cng ty cng nh thng tin v gi c ca cc chng loi hng ha. Hon thin
h thng h t - bn hng qua mng nhm to iu kin tt nht cho khch hng xa,
t bit l khch hng nc ngoi c th t mua sn phm ca cng ty mt cch nhanh
chng v thun li nht.
Trang 48
3.8. KT LUN:
Trong xu hng ca nn kinh t m, hi nhp quc t gip hot ng kinh doanh ti
Vit Nam pht trin nhanh. S kin Vit Nam tr thnh thnh vin chnh thc ca t chc
thng mi th gii (WTO) s mang n nhiu c hi v thch th to ln cho nn kinh t
Vit Nam ni chung v tng doanh nghip ni ring. Chnh v th m ngy cng nhiu cc
cng ty dch v ra i. e tn ti v pht trin, cng ty buc phi t hon thin mnh, u
t i ng nhn vin nm vng nghip v bn hng. Trong qu trnh thc hin s gp
nhiu vn pht sinh nu nhn vin bn hng khng nhy bn, khng thnh tho nghip
v v thiu kinh nghim s khng x l tt c cc tnh hung.
Yn ng trong tin trnh pht trin ca nn kinh t khu vc v th gii, L Gia t
c nhng kt qu ng khch l, to thm ngun thu cho Nh nc, gii quyt cng n
vic lm cho nhn vin. Tuy nhin, mi trng cnh tranh ngy cng gay gt, s tt hu
din ra nhanh chng nu khng c s i mi kp thi. Cng nh cc doanh nghip khc,
vn then cht ca cng ty hin nay l lm sao tr vng m rng v pht trin hn na.
Do cng ty nn khc phc nhng mt cn tn ti, c chin lc tn dng trit nhng
tim nng ca mnh nng cao nng lc cnh tranh ca mnh so vi i th cnh tranh.
ng thi nm bt nhng c hi ca thi i thc y s pht trin ca cng ty.
L mt sinh vin sp ra trng em lun thc c tm quan trng ca cng vic
trong tng lai, v ng thi t ra cho mnh mt mc tiu phn u gii v chuyn mn,
am hiu nghip v v phi c tnh sng to trong cng vic.
S thnh cng trong tng lai ca tt c cc bn sinh vin l nh vo s ging dy
nhit tnh v c s quan tm ca thy c, gip chng em nm vng l thuyt v ngi
to c hi chng em vn dng l thuyt vo thc t l cc doanh nghip.
Trang 49
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