Xã y Dá NG Chiáº¿n Læ°á C Maketing Cã NG Ty Masan

Chin lc marketing Trang 1
I HC CNG NGH TP.HCM HUTECH

B GIO DC & O TO
KHOA: QUN TR KINH DOANH
--------

BI BO CO
MN: QUN TR CHIN LC
ti: XY DNG CHIN LC MARKETING CNG TY C PHN
THC PHM MASAN

GVHD: NGUYN VN HU
NHM 7: LP 12CQT 15

TP. H Ch Minh,

M U
Nn kinh t Vit Nam ang trong tin trnh hi nhp vi khu vc v th gii, vi
phng chm a dng ha th trng, a dng ha mi quan h kinh t thng
qua con ng xut khu nng cao tnh cnh tranh hiu qu ca s pht trin.
mt trong nhng th trng c nh hng ln i vi s pht trin nn kinh t
th gii ni chung v kinh t khu vc ni ring l M.
Masan l mt trong nhng tp on ln mnh nht Vit Nam, s hu nhng thc
phm thng hiu ni ting nht Vit Nam v th gii trong tng
CHINSU c bit l thnh cng vang vi ca CHINSU trn th trng Vit Nam,
nc tng CHINSU v ang chinh phc ngi Vit vi hng v thm ngon,
cht lng hon ho. Nhn c ngnh kinh doanh nc chm rt ha hn
khng ch Vit Nam m nhu cu rt cao trn th gii m cha p ng v ni
tip cc thnh cng. CHINSU mun thc hin tham vng ca mnh trn trng
th gii v c bit l th trng M.
Cng ng Vit rt ng o ti M li cha p ng nhu cu v sn phm nc
tng cht lng, hng v Vit cho cc ba n hng ngy. Do y l th
trng ha hn cho nc tng CHINSU. y l c hi CHINSU n vi ngi vi
ng ngi tiu dng a vn ha M, doanh s bn hng trn th gii
tng gi tr thng hiu.
Nhm chng ti mnh dn a ra bo co phn tch tnh hnh chin lc cho
cng ty Masan nng cao kh nng cnh tranh vi cc i th trong v ngoi
nc thng qua tm ra nhng gii pht p ng cho cng ty cn vng mnh
hn.


MC LC
CHNG 1. C S L LUN..
1. Chin lc v qun tr chin lc
1.1 chin lc
1.2 qun tr chin lc
2. mi trng kinh doanh..
2.1 mi trng bn ngoi.
2.1.1 mi trng v m.
2.1.1.1 mi trng kinh t..
2.1.1.2 mi trng chnh tr - php lut ...............................
2.1.1.3 mi trng vn ha x hi ....................................
2.1.1.4 mi trng dn s, lao ng ....................................
2.1.1.5 mi trng t nhin ................................................
2.1.1.6 mi trng cng ngh .............................................
2.1.2 mi trng vi m ...............................................................
2.1.2.1 nguy c xm phm ca cc nh cnh tranh tim nng
2.1.2.2 cc i th cnh tranh hin ti trong ngnh ............
2.1.2.3 p lc t cc sn phm thay th ..............................
2.1.2.4 p lc t pha khch hng ........................................
2.1.2.5 p lc t pha khch hng ........................................
2.2 mi trng bn trong .................................................................
2.2.1 ti chnh k ton ................................................................
2.2.2 qun tr ngun nhn lc .....................................................
2.2.3 marketing v bn hng ......................................................
2.3 tm nhn, s mng, mc tiu ......................................................
2.3.1 tm nhn ............................................................................
2.3.2 s mng .............................................................................
2.3.3 mc tiu .............................................................................
2.4 giai on hnh thnh chin lc (giai on kt hp) ...................
2.5 giai on la chon chin lc(giai on quyt nh) ..................
CHNG 2. MI TRNG KINH DOANH CA CNG TY MASAN ................
2.1 gii thiu chung v cng ty ..........................................................
2.2 mi trng kinh doanh ca cng ty Masan .................................

2.2.1 mi trng bn ngoi ........................................................
2.2.1.1 mi trng v m ................................................
2.2.1.2 mi trng vi m ................................................
2.2.1.3 ma trn EFE .........................................................
2.2.1.4 ma trn CPM .......................................................
2.2.2 mi trng ni b ..............................................................
2.2.2.1 cc yu t ni b nh hng n xy dng chin lc
2.2.2.2 ma trn IEF ..........................................................
CHNG 3: XY DNG CHIN LC KINH DOANH CA CNG TY MASAN
2014-2020
3.1 Tm nhn, s mng v mc tiu chin lc ca cng ty Masan t
2014-2020
3.3.1 tm nhn v s mng cng ty Masan ......................
3.3.2 mc tiu chin lc cng ty Masan t 2014-2020 ..
3.2 xy dng, amhs gi v la chn chin lc ca cng ty Masan
3.2.1 ma trn SWOT v chin lc c th la chon .........
3.2.2 phn tch ma trn QSPM v xut chin la chn
3.3 cc gii php thc hin chin lc ca cng ty Masan n 20120
3.3.1 cc quan im xy dng gii php ..........................
3.3.2 cc gii php thc hin chin lc a ra ..............
3.4 kin ngh

Chng 1 C S L LUN V CHIN LC V QUN TR CHIN LC
1. C S L THUYT
1.1.Chin lc v chin lc kinh doanh.
1.1.1. Khi nim chin lc
- Theo quan im truyn thng chin lc l vic xc nh nhng mc tiu c bn
di hn ca mt t chc t a ra cc chng trnh hnh ng c th cng
vi vic s dng cc ngun lc mt cch hp l{ t c cc mc tiu ra.
- Theo Alfred Chandler (1962): Chin lc bao gm nhng mc tiu c bn di
hn ca mt t chc , ng thi la chn cch thc hoc tin trnh hnh ng
phn b ngun lc thit yu thc hin cc mc tiu . Theo Michael (1996):
Chin lc l ngh thut xy dng cc li th cnh tranh vng chc phng
th. Theo Fred David: chin lc l phng tin nhm t mc tiu di hn.
1.1.2. Khi nim chin lc kinh doanh
- Nm 1962 Chandler mt trong nhng nh khi xng v pht trin l{ thuyt v
qun tr chin lc nh ngha: chin lc l sxc nh cc mc tiu v mc ch
di hn ca doanh nghip, v s chp nhn chui cc hnh ng cngnh phn
b ngun lc cn thit thc hin cc mc tiu ny.
- Johnson v Schole nh ngha: Chin lc l nh hng v phm vi ca mt t
chc trong di hn, nhm t c li th cho t chc thng qua cu hnh cc
ngun lc ca n trong bi cnh ca mi trng thay i, p ng nhu cu ca
th trng v tha mn kz vng ca cc bn hu quan.
1.1.3. Vai tr ca chin lc kinh doanh.
- nh hng hot ng di hn v l c s vng chc cho trin khai hot ng
trong tc nghip. Thiu vng chin lc hoc chin lc khng c thit lp r

rng, c lun c s lm cho hot ng mt hng, ch thy trc mt khng thy
c trong di hn, ch thy ci cc b m khng thy ci ton th.
- To c s vng chc cho cc hot ng nghin cu trin khai, u t pht trin,
o to, bi dng ngun nhn lc. Trong thc t phn ln cc sai lm tr gi v -
- u t v nghin cu trin khai, c ngun gc t ch thiu vng hoc c s sai
lch trong xc nh mc tiu chin lc.
- To c s cho cc doanh nghip ch ng pht trin cc hng kinh doanh ph
hp vi mi trng trn c s tn dng cc c hi, trnh c cc ri ro, pht
huy cc li th ca doanh nghip trong kinh doanh.
- Ci thin cn bn tnh hnh, v th ca mt cng ty, mt ngnh, mt a phng.
Cc li ch c xc lp c v mt ti chnh v phi ti chnh.
1.1.4. Cc yu cu khi xy dng v thc hin chin lc kinh doanh.
- m bo tng th lc ca doanh nghip v ginh c li th cnh tranh. Mun
vy khi xy dng chin lc, doanh nghip phi trit khai thc li th so snh
cu mnh.
- m bo s an ton kinh doanh cho doanh nghip. Chin lc kinh doanh phi
xc nh c vng an ton, phm vi kinh doanh v xc nh c ri ro cho
php. p ng c yu cu ny doanh nghip phi tin hnh nghin cu v
d on mi trng kinh doanh trong tng lai. D on cng chnh xc, kh
nng an ton ca doanh nghip cng cao.
- Chin lc kinh doanh phi xc nh r mc tiu v nhng iu kin c bn
thc hin mc tiu.
- xy dng c chin lc d phng, chin lc thay th. S d phi nh vy v
mi trng lun lun bin i, cn chin lc li l quyt nh ca tng lai, thc
t tng lai c th khc vi d on ca chin lc.
Kt hp gia thi c v s chn mui. C ngha l mt chin lc kinh doanh
c xy dng v trin khai ng vi thi c. Mt chin lc d hon ho n
u m c ra khi thi c qua i th cng v ngha. 1.2.Qun tr chin
lc v cc giai on ca qun tr chin lc.

1.2.1..Khi nim qun tr chin lc.
- Qun tr chin lc l qu trnh nghin cu mi trng, hoch nh cc mc tiu
ca t chc, ra, thc hin v kim tra cc quyt nh t c mc tiu
nhm tng li th cho doanh nghip.
1.2.2. Cc giai on ca qun tr chin lc.
Qun tr chin lc l mt qu trnh gm 3 giai on:
- Hoch nh chin lc: l mt qu trnh c h thng nhm xc nh cc mc tiu
di hn cng cc nh hng gii php v cc ngun lc cn thit m bo hon
thnh cc mc tiu, mc ch ch yu ca doanh nghip.
-Trin khai chin lc : a chin lc vo hnh ng mc kt hp k
hoch, chng trnh, chnh sch, xy dng c cu t chc, phn b ngun lc hp
l.
- Kim sot chin lc: Cho bit nhng thng tin phn hi v vic thc hin chin
lc c thc hin nh th no.ng thi kim tra nhng gi thit hoc tin
quan trng trong cc d nh chin lc xem c ph hp vi thc t hay khng.
1.3 Quy trnh xy dng chin lc ca doanh nghip.
1.3.1 Mi trng bn ngoi.
1.3.1.1 Mi trng v m.
1.3.1.1.1 Mi trng kinh t.
- Trng thi ca mi trng kinh t v m xc nh s lnh mnh, thnh vng ca
nn kinh t, n lun gy ra nhng tc ng n cc doanh nghip v cc ngnh. V
th doanh nghip phi nghin cu mi trng kinh t nhn racc thay i, cc
khuynh hng v cc hm { chin lc ca h.
- Cc nh hng ca nn kinh t n mt cng ty c th lm thay i kh nng
to gi tr v thu nhp ca n. Bn nhn t quan trng trong mi trng kinh t v
m l t l tng trng ca nn kinh t, li sut, t sut hi oi, v t l lm
pht.

- Tng trng kinh t dn n mt s bng n v ch tiu ca khch hng, v th
c th em li khuynh hng thoi mi hn v sc p cnh tranh trong mt
ngnh. iu ny c th cng hin cho cc cng ty c hi bnh trng hot
ng v thu c li nhun cao hn. Ngc li, suy gim kinh t s dn n s ---
- gim chi tiu ca ngi tiu dng, v do lm tng sc p cnh tranh. Nn
kinh t suy gim thng gy ra cc cuc chin tranh gi trong cc ngnh bo ha.
- Mc li sut c th tc ng n nhu cu v sn phm ca cng ty. Li sut l
mt nhn t quan trng khi khc hng phi vay mn ti tr cho hot ng
mua sm ca h v cc hng ha ny.
- T gi hi oi xc nh gi tr ng tin cc quc gia vi nhau. S dch chuyn
ca t gi hi oi c tc ng trc tip ln tnh cnh tranh ca cc cng ty trong
th trng ton cu. V d, khi gi tr ca ni t thp so vi gi tr ca ng tin
khc, cc sn phm lm trong nc s r tng i so vi cc sn phm lm
nc ngoi. ng ni t gi tr thp hay suy gim mi e da t cc i th cnh
tranh nc ngoi, trong khi li to ra c hi cho vic tng dn s bn ra bn ngoi.
- Lm pht c th lm gim tnh n nh ca nn kinh t, lm cho nn kinh t tng
trng chm hn, li sut cao hn, cc dch chuyn hi oi khng n nh. Nu
lm pht tng, vic lp k hoch u t tr ln mo him. c tnh then cht ca
lm pht l n gy ra kh khn cho cc d kin v tng lai. Trong mt mi
trng lm pht, kh c th d kin mt cch chnh xc gi tr thc ca thu nhp
nhn c t cc d n 5 nm. S khng chc chn nh vy lm cho cng ty
khng dm u t. Tnh trng u t cm c ca cc cng ty trong trng hp
lm pht tng s lm gim cx hot ng kinh t, cui cng y nn kinh t n
ch trnh tr. Nh vy, lm pht cao l mt mi e da i vi cng ty.
1.3.1.1.2 Mi trng chnh tr - php lut:
-Cc nhn t chnh tr v lut php cng c tc ng ln n mc ca cc c
hi v e da tng mi trng. iu ch yu trong phn on ny l cch thc
m cc doanh nghip c th nh hng n chnh ph v cch thc chnh ph
nh hng n h. Thay i lin tc, phn on ny s nh hng ng k n
cnh tranh.
- Cc doanh nghip phi phn tch cn thn cc trit l{, cc chnh sch lin quan
mi ca qun l{ nh nc. Lut chng c quyn, lut thu, cc ngnh la chn
iu chnh hay u tin, lut lao ng, l nhng lnh vc trong cc chnh

sch qun l nh nc c th tc ng n hot ng v kh nng sinh li ca
ngnh hay ca cc doanh nghip. Trn phm vi ton cu cc cng ty cng phi i
mt vi hng lot cc vn ng quan tm v chnh tr php lut. V d cc chnh
sch thng mi, cc ro cn bo h c tnh quc gia.
- Ngoi ra, cc ngnh c bit nh dc phm, vin thng, v gn y phn
thc phm cng c cc quc gia ch { nhm bo v quyn li ngi tiu dng,
v an ninh v vy cc quy nh cht ch t ra cn l tc ng ng k n hot
ng kinh doanh ca cc ngnh v doanh nghip.
1.3.1.1.3 Mi trng vn ha - x hi.
- Mi trng vn ha - x hi bao gm nhng chun mc v gi tr m nhng
chun mc v gi tr ny c chp nhn v tn trng bi mt x hi hoc nn
vn ha c th. S thay i cc yu t vn ha x hi mt phn l h qu ca s
tc ng lu di ca cc yu t vi m khc. Cc kha cnh hnh thnh mi trng
vn ha - x hi c nh hng mnh m ti cc hot ng ca doanh nghip bao
gm : Nhng quan nim v ao c, thm m, v li sng, v ngh nghip,
nhng phong tc tp qun, truyn thng, nhng quan tm v u tin ca x hi,
trnh nhn thc, hc vn chung ca x hi...
- Phm vi tc ng ca cc yu t vn ha - x hi thng rt rng : n xc nh
cch thc ngi ta sng lm vic, sn xut v hnh vi tiu th cc sn phm v
dch v. Nh vy nhng hiu bit v mt vn ha - x hi s l c s rt quan
trng cho cc nh qun tr trong qu trnh qun tr chin lc cc doanh
nghip.Cc doanh nghip hot ng trn nhiu quc gia kh1c nhau c th b tc
ng nh hng ca yu t vn ha - x hi v buc phi thc hin nhng chin
lc thch ng tng quc gia.
1.3.1.1.4 Mi trng dn s, lao ng:
- Mi trng dn s cng vi mi trng kinh t l nhng yu t rt quan trng
trong mi trng v m, bao gm cc kha cnh: Cu trc tui, phn b a l{,
cng ng cc dn tc, v phn phi thu nhp. Cc nhn t ny cn c phn
tch trn nn tng ton cu bi v cc tc ng tin n ca n cn vt qua c
bin gii quc gia v c nhiu doanh nghip cnh tranh trong iu kin ton cu.
- Nhng thng tin ca mi trng dn s cng cung cp nhng d liu quan trng
cho cc nh qun tr trong vic hoch nh chin lc sn phm, chin lc th

trng , chin lc tip th, phn phi, qung co, ngun nhn lc. Do , mi
trng dn s tc ng n doanh nghip trn 2 kha cnh: cu th trng( quy
m tiu dng) v ngun nhn lc u vo cho doanh nghip.
- Phn b dn c v mt a l{ c th gy ra nhng li th cho cng ngh vin
thng. Bng my tnh, con ngi c th nh v thc hin cc trao i vi ngi
khc qua mng vin thng.
- Cu trc tui gi i cc nc pht trin do t l sinh thp, v tui th c
khuynh hng tng. Cho thy cc c hi ca cc dch v chm sc ngi gi, cc
dch v bo him. Nhng cng tim n mt e da vi cc doanh nghip v vn
ngun lao ng.
- i vi nhng nc ang pht trin c cu dn s tr, l c hi cc doanh
nghip dch chuyn n tm ngun lao ng tr. Xong s tng dn s nhanh chng
ang lm xi mn kh nng pht trin bn vng cc quc gia ny.
- thay i kt cu dn s l mt nhn t ca mi trng kinh t v m m n cng
c th to ra cc c hi ln e da. V d, do th h bng n tr em M nm
1960 ln ln, n to ra mt lot cc c hi v e da. Trong nhng nm 1980,
nhiu ngi ca th h ny lp gia nh v to ra nhu cu t bin v cc my
mc cho cc cp v chng tr ln u ci nhau. Cc cng ty nh Whirlpool v
General Electric u t cho s t bin ca nhu cu my git, my ra chn,
my sy... Mt khc, cc ngnh nh hng vo gii tr nh ngnh chi
nhn thy cc khch hng ca h gim xung trong nhng nm gn y.
1.3.1.1.5 Mi trng t nhin:
- iu kin t nhin bao gm v tr a l{, kh hu, cnh quan thin nhin, t ai,
sng bin, cc ngun ti nguyn khag sn trong lng t, ti nguyn rng bin...
Cc iu kin t nhin lun l yu t quan trng i vi cuc sng con ngi, mt
khc cng l yu t u vo ht sc quan trng ca nhiu ngnh kinh t nh :
cng ngh khai khong, du lch, vn ti... Do yu t t nhin tr thnh 1 li
th cnh tranh ca cc sn phm v dch v.
- V vy, chin lc kinh doanh ca doanh ghip phi khai thc hiu qu, y
mnh nghin cu cng ngh, gp phn bo v mi trng, mi sinh.
1.3.1.1.6 Mi trng cng ngh:

- y l mt trong nhng yu t rt nng ng, cha nhiu c hi v e da i
vi cc doanh nghip.Cc tc ng ny ch yu thng qua xu hng pht trin
cng ngh, tc pht trin cng ngh mi, sn phm mi, kh nng chuyn giao
cng ngh, chnh sch h tr cng ngh ca chnh ph nc xut khu...
- Sau chin tranh th hai, tc thay i cng ngh tng ln, m ra mt qu
trnh gi l s bng n lin tip s ph hy v sng to. Thay i cng ngh c
th lm cho cc sn phm hin c b lc hu ch sau mt m, ngthi n c th
to ra hng lot kh nng v sn phm mi. Nh vy, s thay i cng ngh bao
gm c sng to v hy dit - c c hi v e da.
- Mt trong nhng tc ng quan trng nht ca s thay i cng ngh l n
c th tc ng ln chiu cao ca ro cn nhp cuc v nh hnh li cu trc
ngnh tn gc r. Trn thc t Internet biu hin mt thay icng ngh ch yu
v n xut hin m ng cho qu trnh hy dit sng to tri rng trong
nhiu ngnh. Bn l trc tuyn xut hin, vic bn mi th t sch v a CD n
qun o ch ra rng Internet cng h thp ro cn nhp cuc trong ngnh bn
l. Kh nng mua v my bay sch hng dn du lch trc tuyn l mt e da i
vi cc i din du lch hin hnh, ngc li n cng cung cp mt c hi cho cc
khi s trn c s Internet mun gia nhp vo ngnh du lch. S pht sinh ca
Internet cng h thp ro nhp i vi ngnh tin tc.
- Cng ngh truyn thng khng dy c d kin l c hi v cng ngh c bn
nht tip theo. Cc thit b cm tay v cc thit b truyn thng khng dy c kh
nng tc ng n hng lot cc dch v mng khc nhau. Vic s dng cc my
tnh xch tsy kt ni mng khng dy, in thoi di ng c th truy cp web, v
cc thang bc khc na ang pht sinh khin ngi ta cng ngy cng k vng v
mt dng thng tr ca truyn thng v thng mi.
- Vi cng ngh Internet, cng ngh khng dy, cng ngh sinh hc v hng lot
cc pht minh mi ang hng ngy, hng gi ra i nh hnh li cu trc cnh
tranh hu ht cc ngnh v cc quc gia, nu khng mun ni n tt c. Cc
kin thc cng ngh l c bit quan trng. Chc chn trn mt khng gian ton
cu, cc c hi v e da v cng ngh trong mo6i trng v m c mt tc ng
ln cc doanh nghip k c bng vic mua t bn ngoi hay t sng to ra cng
ngh mi.
1.3.1.2 Mi trng vi m.

- Mi trng vi m hay mi trng cnh tranh l mt ni dung ht sc quan trng
trong qu trnh phn tch mi trng bn ngoi v thu ht s quan tm ca nhiu
nh qun tr. y cn l loi mi trng ngnh nn n thng gn trc tip vi
tng doah nghip v phn ln cc hot ng cnh tranh ca doanh ghip xy ra
trc tip ti y.
Michael Porter a ra 5 p lc cnh tranh:
e da nhng ngi nhp ngnh.
Sc mnh m phn ca ngi cung cp.
Sc mnh m phn ca ngi mua.
e da ca ngi thay th.
Cng cnh tranh gia nhng doanh nghip hin hu trong ngnh.
M HNH 5 LC CNH TRANH CA PORTER

CC I TH HIN
HU

Tranh ua gia
cc i th cnh
tranh hin hu
NH
CUNG
CP
NHNG
NGI
MUA
CC SN
PHM
THAY TH
CC I
TH TIM
N
Ngi mi ra nhp
th trng
Th mc c
ca ngi
mua
Th mc c
ca cc nh
cung cp
Mi e da ca sn
phm thay th

MT LC
LNG
CNH
TRANH
MNH
YU
E DA
C HI

1.3.1.2.1. Nguy c xm nhp ca cc nh cnh tranh tim nng:
- Cc i th cnh tranh tim nng( Potential competitors) l nhng t chc c
kh nng thm nhp vo ngnh, em n cng xut cho ngnh, mong mun c
c th phn. Nguy c xm nhp vo mt ngnh ph thuc vo mc hp dn
ca ngnh v cc ro cn xm nhp ngnh.
- Mc hp dn ca ngnh ph thuc vo mc tng trng th trng, mc
cnh tranh hin ti, hiu qu kinh doanh ca ngnh...
- Cc ro cn xm nhp ngnh:
S trung thnh ca nhn hiu
Li th chi ph tuyt i
Tnh kinh t ca qui m
Chi ph bin i
Cc quo nh ca chnh ph
S tr a
- V tnh cht ca cc ro cn xm nhp, cc ro cn c th thay i nu cc iu
kin thc t thay i.
1.3.1.2.2. Cc i th cnh tranh hin ti trong ngnh:
- L p lc thng xuyn v e da trc tip n cc doanh nghip, khi cc p lc
cnh tranh gia cc doanh nghip cng tng ln th cng e da v tr v s tn ti
ca doanh nghip. Tnh cht v cng cnh tranh gia cc doanh nghip ph
thuc vo:
- Cu trc cnh tranh ( Competative structure): s lng doanh nghip v mc
chi phi th trng ca doanh nghip nh hng n cnh tranh gia cc i th
hin hu.
- iu kin v cu ( Demand conditions ) / tc tng trng ca ngnh.

- Ro cn khi ngnh ( Exit barriers ): chi ph c nh ra khi ngnh, nng lc d
tha, tnh a dng ca ngnh, cc mi quan h tng quan n chin lc, ro
cn tinh thn/ yu t tnh cm, chnh sch nh nc v x hi.
1.3.1.2.3. p lc t cc sn phm thay th.
- Sn phm thay th l nhng sn phm phc v nhng nhu cu tng t ca
ngi tiu dng. Mc e da ca sn phm thay th ph thuc vo mc
cnh tranh ca sn phm thay th. Cc yu t to ra s cnh tranh ca sn phm
thay th bao gm:
- S sn c ca sn phm dch v/ dch v.
- Chi ph chuyn i ca ngi tiu dng sang sn phm thay th thp.
- Ngi cung cp sn phm thay th ang cnh tranh mnh v hng sang cnh
tranh sn phm ca ngnh.
- Ngi mua khng t c li ch t sn phm ca ngnh v ch s gi tr - gi
c ca sn phm thay th cao.
1.3.1.2.4. p lc t khch hng:
- Th hin kh nng p ngi bn gim gi, tng cht lng, cung cp thm dch
v...
- S lng ngi mua nh v l nhng khch hng ln.
- Mua khi lng ln v chim mt t trng ln trong sn lng ca ngi bn.
- Sn phm bn cho khch hng khng c s khc bit c bn.
- Khch hng c th mua cng mt lc ca nhiu doanh nghip.
- Khch hng c th t cung cp bng vic m rng tch hp v pha sau.
- Ngi mua c thng tin: c s hiu bit v thng tin nh nhu cu, gi c thc
t trn th trng, gi thnh ca ngi cung cp...
1.3.1.2.5. p lc ca ngi cung ng.

- Th mc c ca ngi cung cp ( Bargaining power of suppliers ): th hin kh
nng p ngi mua chp nhn gi cao, gim cht lng dch v cung cp...
Nhng yu t to ra th mc c ca ngi cung cp bao gm :
C mt s t nh cung cp.
- t sn phm thay th hoc sn phm thay th khng c sn v sn phm ca nh
cung cp l quan trng i vi ngi mua.
- Ngi mua khng phi l khch hng ln.
- Sn phm khc bit v tn km cho ngi mua khi chuyn sang ngun khc.
- Khi cc nh cung ng e da hi nhp v pha trc.
- Doanh nghip khng c kh nng nhy vo ngnh kinh doanh ca ngi cung
cp.
1.3.1.3 Ma trn nh gi cc yu t bn ngoi (EFE).
Ma trn EFE (External Factor Evaluative): l ma trn nh gi cc yu t bn ngoi
c nh hng n doanh nghip, bao gm cc yu t c hi v cc yu t e da
n doanh nghip.
Mc ch:
Tm tt cc c hi v mi e da quan trng.
Lng ha tm quan trng, mc nh hng.
C s xy dng ma trn PSQM.
Phng php:
-Lit k nhng tc ng( c hi v e da).
- nh gi mc quan trng ca cc yu t.
- nh gi mc tc ng ca tng yu t.

- Tnh im quan trng v tng s im.
Cc bc lp ma trn EFE:
Bc 1:
Lp mt danh mc t 10- 20 yu t c hi v nguy c ch yu m bn cho l c
th nh hng ch yu n s thnh cng ca doanh nghip trong ngnh/ lnh
vc kinh doanh.
Bc 2:
- Phn loi tm quan trng theo thang im t 0,0 ( Khng quan trng) n 1.0 (
Rt quan trng) cho tng yu t.
- Tm quan trng ca mi yu t ty thuc vo mc nh hng ca yu t
ti lnh vc/ ngnh ngh m doanh nghip bn ang sn xut/ kinh doanh. Tng
im s tm quan trng ca tt cc cc yu t phi bng 1,0.
Bc 3:
- Xc nh trng s t 1 n 4 cho tng yu t, trng s ca mi yu t ty thuc
vo mc phn ng ca mi cng ty vi yu t, trong 4 l phn ng tt nht,
3 l phn ng trn trung bnh, 2 l phn ng trung bnh, 1 l phn ng yu.
- Cc mc ny da trn nh hng ca cc yu t i vi doanh nghip.
Bc 4:
-Nhn tm quan trng ca tng yu t vi trng s ca n xc nh im s
ca cc yu t.
Bc 5:
- Cng s im ca tt c cc yu t xc nh tng s im ca ma trn. Tng
s im ca ma trn khng ph thuc vo s lng cc yu t c trong ma trn,
cao nht l im 4 v thp nht l im 1
- Nu tng s im l 4 th cng ty ang phn ng tt vi nhng c hi v nguy
c.

-Nu tng s im l 2,5 cng ty ang phn ng trung bnh vi nhng c hi v
nguy c
-Nu tng s im l 1 , cng ty ang phn ng yu km vi nhng c hi v nguy
c.
Mu ma trn nh gi cc yu t bn ngoi ( EFE).

1.3.1.4. Ma trn hnh nh cnh tranh ( CPM).
C 5 bc xy dng ma trn CPM:
Bc 1:
Lp mt doanh mc khong 10 yu t c nh hng quan trng n kh nng
cnh tranh ca cc doanh nghip trong ngnh.
Bc 2:
Phn loi tm quan trng t 0.0 ( khng quan trng) n 1.0 ( rt quan trng ) cho
tng yu t. Tm quan trng ca tng yu t ty thuc vo mc nh hng
Yu t bn ngoi
ch yu
Mc quan
trng

H s phn loi
S im quan
trng

Tng cng 1.00

ca yu t n kh nng cnh tranh ca doanh nghip trong ngnh. Tng s
cc mc phn loi c n nh cho tt c cc yu t phi bng 1.0.

Bc 3:
Phn loi t 1 n 4 cho tng yu t, loi ca mi yu t ty thuc vo mc
phn ng ca doanh nghip vi yu t , trong : 4- phn ng tt, 3- phn ng
trn trung bnh, 2- phn ng trung bnh, 1- phn ng t.
Bc 4:
Nhn tm quan trng ca tng yu t vi loi ca n xc nh s im v tm
quan trng.
Bc 5:
Cng tng s im v tm quan trng ca tt c cc yu t xc nh tng s
im ca ma trn hnh nh cnh tranh cho tng doanh nghip so snh
Mu ma trn hnh nh cnh tranh ( CPM ).
Cc yu t
thnh cng
quan trng
Tm
quan
trng
Cng ty mu
Cng ty cnh tranh
1
Cng ty cnh tranh
2

H s
phn
loi
im
quan
trng
H s
phn
loi
im
quan
trng
H s
phn
loi
im
quan
trng


1.3.2. Mi trng ni b.
1.3.2.1. Cc yu t ni b nh hng n xy dng chin lc.
1.3.2.1.1. Ti chnh k ton.
- Chc nng ti chnh k ton ng vai tr quan trng trong qun l doanh nghip
mt cc c hiu qu. Li th cnh tranh c th t c thng qua nng lc trong
vic tng vn th trng c phiu v cc ngun vay mn, t vic thit lp ngn
sch tinh vi, v t vic hiu bit v thc hin c hiu qu cc h thng k ton chi
ph ph hp. Trong vic qun l doanh mc vn u t ca doanh nghip m n
cnh tranh nhiu trn th trng sn phm khc nhau, cc th tc v k ton chi
ph v cc hot ng lp ngn sch vn c thc hin ra cc quyt nh v
phn b cc ngun lc cp doanh nghip. Nhng h thng ny cho php cc
nh qun tr thc hin nhng so snh c { ngha v hot ng ca cc hot ng
khc nhau.
1.3.2.1.2. Qun tr ngun nhn lc.
- Qun tr ngun nhn lc bao gm cc hot ng gi tr trong t chc. N nh
hng ti tt c cc hot ng rng ln t vic pht trin sn phm v qu trnh

Tng 1.00

ti vic nhn n hng v phn phi sn phm v dch v ti khch hng. iu
ny c { ngha s pht trin cng ngh vt ra ngoi khi nim pht trin v
nghiin cu truyn thng. Ni cch khc, pht trin cng ngh m rng xa hn
nhng cng ngh ch p dng cho mt mnh sn phm. Nhng ngnh cng nghip
ch yu ca M nh t v st thp, nhn thy nhu cu u t v pht trin cng
ngh t ti li th cnh tranh lu di. S suy gim ca nhng ngnh cng
ngh ny trong nhng nm 70 l mt phn do nhng nh hng ngn hn ca
chng, bao gm ch trng qu mc ti bo cc li l theo qu v s l i cc hot
ng pht trin cng ngh.
- Tuy nhin, cc nh qun tr vng cn thy rng u t vo cng ngh cng l
mt ngun ca ri ro cho cc hot ng kinh doanh. Khng ch l nhng khon
u t ln c thc hin m cn c rt nhiu bt trc lin quan n nhiu yu
t, s thay i trong nhu cu khc hng, s bt chc mt cch nhanh chng ca
i th cnh tranh, v s thay i ngay trong cng ngh.
1.3.2.1.3. Marketing v bn hng.
- Cc hot ng marketing v bn hng ca doanh nghip xoay quanh 4 vn
ch yu: hn hp sn phm, gi c, ym tr v cc knh phn phi. Ph thuc vo
cc phn khc th trng mc tiu v doanh nghip la chn, cng nh s phc
tp ca qu trnh sn xut, doanh nghip c th quyt nh c hn hp sn phm
rng hay hp ( Nhiu chng loi hay t chng loi ). Ga tr c m doanh nghip c
th thu c t nhng sn phm ca mnh o lng mc gi gi tr m doanh
nghip to ra cho khch hng. i vi bt kz sn phm hoc dch v no
thnh cng n phi c ym tr vi k hoch k lng v phong b ng gi,
qung co v vic s dng sng to nhng phng tin thng tin. Cui cng, c

rt nhiu phn quan trng trong vic xc nh cch thc m sn phm c
phn phi n nhng khch hng mc tiu ca n. Nhng vn ny bao gm
vic xc nh v tr ca im bn l.
1.3.2.1.4 cu trc h tng ca doanh nghip
- cu trc h tng ca doanh nghip bao gm cc hot ng nh ti chnh k ton,
nhng vn v lut pht v chnh quyn, h thng thng tin, v qun l
chung.cu trc h tng ng vai tr h tr cho ton b cc hot ng h tr trong
dy chuyn gi tr k c cc hot ng ch yu cng nh cc hot ng h tr
khc cn li trong dy chuyn gi tr. Nhng ch tiu lin quan n cc hot ng
c s h tng i khi c xem nh nhng chi ph qun l c nh. Tuy nhin, cc
hot ng ny c th l ngun ca li th cnh tranh. V d, nhng ngnh cng
nghip b quy nh chc ch bi cc quy nh ca chnh ph dnh rt nhiu thi
gian v tin ca cho cc hot ng lut php v chnh quyn mang ti mt
mi trng lut pht thun li.
1.3.2.1.5 dch v
- cc nh qun tr nh gi ngy cng cao dch v khch hng v xem n nh l
mt trong nhng hot ng gi tr quan trng nht ca doanh nghip. dch v
khch hng bao gm cc hot ng nh lp t sa cha, hun luyn khch hng,
cung cp cc linh kin, b phn v iu chnh sn phm,cng nh s nh nhn v
nhanh chng p ng vi nhng khiu ni v yu cu ca khch hng. Trong
nhiu ngnh ca cng nghip, ni cc sn phm ln u tin c tung ra th
trng i hi ch tiu mt khi lng ln v tin v hun luyn khch hng c
bit, nhu cu cho dch v khch hng tuyt ho c th to ra ro cn xm nhp to
ln.

1.3.2.1.5 cc hot ng u vo
- cc hot ng u vo gn lin vi cc hot ng nhn, tn tr, qun l cc yu
t u vo nh qun l vt t, kim sot tn kho, k hoch vn chuyn, tr li cho
nh cung ng. nhng hon thin trong bt c hot ng no trong cc hot ng
ny iu dn ti gim chi ph v tng nng sut.
- trong bt c mt t chc no nhng hot ng u vo rt phong ph v ng
vai tr quan trng. v d, i vi trng i hc l vic thc hin cng tc
tuyn sinh nhm m bo yu cu cu vic o to, i vi nh my l vic
nhn, cung ng cc vt t, nguyn liu cho qu trnh sn xut
1.3.2.1.6 cc hot ng u ra
- khi hnh thnh c to ra, chng cn c a ti khch hng ca doanh .
nghip. cc hot ng ny l cc hot ng u ra, bao gm tn tr, qun l hng
ha, vn hnh cc hot ng phn phi, v x l{ cc n t hng. Vic hon
thin nhng hot ng ny lun dn ti hiu sut cao hn v mc phc v tt
hn i vi khch hng ca doanh nghip.
1.3.2.1.8 sn xut
- sn xut bao gm tt c cc hot ng nhm chuyn cc yu t u vo thnh
sn phm cui cng. y bao gm cc hot ng nh vn hnh my mc thit
b, bao b ng gi, lp rp, bo dng thit b v kim tra. Vic hon thin nhng
hot ng ny lun lun dn ti cc sn phm c cht lng cao hn, hiu sut
cao hn, v phn ng nhanh hn vi nhng iu kin ca th trng.
1.3.2.2. Ma trn nh gi cc yu t ni b ( IEF).

-Ma trn IEF ( Internal Factor Evaluative): l ma trn nh gi cc yu t bn trong
c nh hng n hot ng ca doanh nghip.
Bc 1:
-Lp doanh nghip cc im mnh v im yu c vai tr quyt nh i vi s
hnh thnh cng ca ton ngnh v ca doanh nghip. (Thng t 10 n 20 yu
t).
Bc 2:
-Phn loi tm quan trng cho mi yu t.
-T 0,0 ( khng quan trng) n 1,0 ( rt quan trng). Mc quan trng da
trn mc nh hng n thnh cng ca cc im mnh v im yu i vi
ngnh KD v DN. Thng mc phn loi thch hp c c bng cch tho lun
v t c s nht tr trong nhm.
-Tng s cc mc phn loi c n nh cho cc nhn t ny phi bng 1,0.
Bc 3:
- Phn loi t 1 n 4 cho mi yu t
- Trong : 4 l im mnh ln nht,3 l im mnh nh ht, 2 l im yu nh
nht, 1 l im yu ln nht.
- Cc mc ny da trn hiu qu hot ng ca doanh nghip.
Bc 4:
-Nhn tm quan trng ca mi yu t vi loi ca n xc nh s im v tm
quan trng cho mi yu t.

Bc 5:
- Cng s im v tm quan trng cho mi bin s xc nh tng s im quan
trng cho doanh nghip.
-Tng s im ca ma trn nm trong khong t 1 im n 4 im, s khng
ph thuc vo s lng cc yu t trong ma trn, nu tng s im di 2,5 im
cho thy doanh nghip yu v ni b, nu tng s im trn 2,5 im doanh
nghip mnh v ni b.
Mu ma trn nh gi cc yu t ni b ( IFE).
Yu t bn trong ch yu
Mc quan
trng
H s phn loi
S im quan
trng

Tng cng 1.00

1.3.3. Xc nh tm nhn v s mng ca doanh nghip.

1.3.3.1. Tm nhn.
-Tm nhn ( vision) l mc tiu di hn, gi ra mt nh hng, kht vng hay hnh
nh trong tng lai m doanh nghip mun t ti hoc tr thnh.
Vai tr ca tm nhn:
+ To ch {, ng thun hng ti s mng.
+ L cn c xy dng mc tiu ngn hn v chin lc.
Cn c xy dng tm nhn.
+ S mng.
+ Mi trng.
1.3.3.2. S mng.
S mng ( mission) c hiu theo cc ngha sau:
+ L l{ do v { ngha ca s ra i v tn ti ca t chc.
+ L nhim v xuyn sut qu trnh hot ng ca t chc.
Phm vi ca bn s mng:
+ Xc nh nhim v kinh doanh.
+ Tuyn b nhng mc ch trng tm.
+ Tuyn b trit l{ c bn theo ui.
Vai tr ca s mng:
+ m bo s nht tr v mc ch.
+ nh r cc mc ch lm c s xc nh tm nhn, mc tiu.
+ To n lc ca cc thnh vin ng tnh vi mc ch, phng
hng.
+ To ch , quan tm ca khch hng, cng chng.

Ni dung ca bn s mng c th cp n mt s trong 9 kha cnh:
+ Khch hng.
+ Sn phm.
+ Th trng.
+ Cng ngh.
+ L do tn ti.
+ Nhng trit l.
+ T nh gi.
+ Hnh nh cng ng.
+ Quan tm n nhn vin.
Qa trnh xc lp bn s mng:

1.3.4. Thit lp mc tiu di hn.
- Giai on m nh qun tr c th s dng nhiu cng c h tr kt hp hnh
thnh cc chin lc khc nhau. Cng c ch yu trong giai on ny l ma trn
im mnh, im yu, c hi, nguy c ( SWOT ). Theo Fred R. David, lp mt
ma trn SWOT phi tri qua 8 bc:
Hnh
thnh
tng
ban u
Xem xt
v iu
chnh
bn s
mng.
Kho st
mi
trng
bn ngoi
v nhn
nh cc
iu kin
ni b.

Xx nh
li
tng
v s
mng.

T chc
thc
hin s
mng.
Tin
hnh xy
dng bn
s mng.

Bc 1: Lit k cc c hi ch yu t mi trng bn ngoi ca doanh nghip.
Bc 2: Lit k cc mi e da ch yu t mi trng bn ngoi ca doanh
nghip.
Bc 3: Lit k cc im mnh ch yu ca doanh nghip.
Bc 4: Lit k nhng im yu ch yu ca doanh nghip.
Bc 5: Kt hp nhng im mnh bn trong vi cc c hi bn ngoi, hnh
thnh cc chin lc SO.
Bc 6: Kt hp nhng yu t bn trong vi nhng c hi bn ngoi, hnh thnh
cc chin lc WO.
Bc 7: Kt hp nhng im mnh bn trong vi cc mi e da bn ngoi, hnh
thnh chin lc ST.
Bc 8: Kt hp nhng im yu bn trong vi cc mi e da bn ngoi, hnh
thnh cc chin lc WT.
MA TRN SWOT

SWOT Nhng c hi (O) Nhng mi e da ( T )
im mnh ( s )
Cc chin lc SO
S dng im mnh
tn dng c hi
Cc chin lc ST
S dng im mnh
trnh cc mi e da

im yu ( w )
Cc chin lc WO
Khc phc im yu v
tn dng c hi
Cc chin lc WT
Bit im yu n trnh
cc mi e da

1.3.5. Phn tch v la chn chin lc.
-Giai on la chn chin lc thch hp hay hp dn i vi doanh nghip t
nhng chin lc c hnh thnh t giai on kt hp. Cng c ch yu trong
giai on ny l ma trn hoch nh chin lc c kh nng nh lng ( QSPM ),
c thit lp qua 6 bc sau y:
Bc 1:
-Lit k cc c hi/ mi nguy c bn ngoi v cc im yu/ im mnh quan
trng bn trong ct tri ca ma trn QSPM. Cc thng tin ny nn c ly trc
tip t ma trn EFE v ma trn IFE. Mt ma trn QSPM nn bao gm ti thiu 10
yu t thnh cng quan trng bn ngoi 10 yu t thnh cng quan trng bn
trong.
Bc 2:
-n nh phn loi cho mi yu t thnh cng bn trong v bn ngoi. S phn
loi ny cng ging ht nh trong ma trn EFE v IFE. S phn loi ny c th
hin trong ct dc bn phi ca ct cc yu t thnh cng quan trng bn trong
v bn ngoi.
Bc 3:

-Nghin cu cc ma trn giai on 2 ( Kt hp ) v xc nh cc chin lc c
th thay th m t chc nn xem xt thc hin. Ghi li cc chin lc ny trn
hng u tin ca ma trn QSPM. Tp hp cc chin lc thnh cc nhm ring
bit nhau nu c th.
Bc 4:
-Xc nh s im hp dn (AS), l nhng gi tr bng s biu th tnh hp dn
tng i ca mi chin lc trong nhm cc chin lc c th thay th nht
nh.
-S im hp dn c xc nh bng cch xem xt mi yu t thnh cng quan
trng bn trong hoc bn ngoi, tng ci mt, v t cu hi C phi yu t ny
nh hng n s la chn cc chin lc c nh gi?.
-Nu cu tr li l phi th cc chin lc nn c so snh c lin quan n cc
yu t quan trng ny. Xt v mt yu t c th, s im hp dn c phn cho
mi chin lc biu th tnh hp dn tng i ca mi chin lc so vi chin
lc khc. S im hp dn c phn t 1 = khng hp dn, 2 = c hp dn i
cht, 3 = kh hp dn v 4 = rt hp dn.
-Nu cu tr li i vi cu hi bn trn l khng phi, ngha l yu t thnh cng
quan trng tng ng khng c nh hng i vi s la chn, th khng chm
im hp dn i vi cc chin lc trong nhm chin lc ny.
Bc 5:
-Tnh tng s im hp dn. Tng s im hp l kt qu ca vic nhn s im
phn loi ( Bc 2 ) vi s im hp dn ( Bc 4) trong mi thng. Tng s im
hp dn cho thy s hp dn tng i ca chin lc c th thay th, ch xem

xt tc ng ca cc yu t thnh cng quan trng bn trong v bn ngoi ct
bn cnh. Tng s im hp dn cng cao th chin lc c th thay th cng hp
dn hn.
Bc 6:
-Tnh tng cng s im hp dn, l php cng ca tng s im hp dn trong
ct chin lc ca ma trn QSPM. Cng tng s im hp dn biu th chin
CHNG 2 : MI TRNG KINH DOANH CA CNG TY C PHN THC PHM
MASAN
2.1 gii thiu chung v cng ty Masan
lch s hnh thnh v pht tin
- Thnh lp 01-4-1996 ti Nga nhm cung cp m, nc tng, nc mm v
tng t cho th trng nc Nga v cc nc trong khi SNG.
- Nm 2001, Masan mi quay li th Trng Vit Nam: u t u t 20 t ng
xy dng chui 25 ca hng tin nghi ti tp.HCM. tuy nhin thi quen ngi tiu
dng ca ngi vit cha thay i nhiu, doanh s khng b ni chi ph chui
ca hng tin nghi ca Masan khng thng ni ca tim tp ha v siu th. Th l
sau my thng hot ng Masan quyt nh ng ca tt c cc ca hng.
- Nm 2001 Masan tung ra sn phm nc tng CHINSU xut hin rm r trn
th trng v t nhng gi tr to ln. s c nc tng gi nm 2005 B,
khin CHINSU chao o, tng khng gng dy ni. nhng sau khi c minh
oan, CHINSU vn c ngi tiu dng tin tng hn.
- Nm 2006 Nhn K nim 10 thnh lp, Masan cng b tng lun cng ngh
sn xut nc tng sch, khng c 3-MCPD cho tt c nhng c s sn xut
nc tng Vit Nam m khng i hi iu kin no v ti chnh.
2.2 Mi trng kinh doanh ca cng ty
2.2.1 Mi trng bn ngoi

2.2.1.1 Mi trng v m
2.2.1.1.1 Mi trng kinh t
Tng trng kinh t: tc tng trng kinh t nm 2013 s dao ng t 5,3-
5,4% v khong 5,7-5,8% cho nm tip theo, ng thi Vit Nam 2013 c xem
l chm y sau mt giai on o ca 3 nm va qua.
Lm pht cui nm 2012 vi mc ch s tiu dng 6,04%, trong nm 2013 c
ghi nhn l mc tng thp nht trong 10 nm qua. Bo co trc chnh ph B
Trng B K Hoch v u T (KH-T) Bi Quang Vinh cho thy,lm pht c
kim ch, ch s gi tng thp, gp phn lm n nh nn kinh t . So vi thng
12.2012, ch s tiu dng(CPI) thng 12.2013 tng 6,04%, thp nht trong vng 10
nm qua, t mc tiu ra l khong 8%, thp hn mc tng gi cui nm 2012
6,81%, ng Vinh nhn mnh.
V tc tng trng GDP, theo ng Vinh, qua thng k c s gia tng qua
tng qu{, d tc tng GDP c nm thp hn k hoch ra nhng cao hn
nm trc. C th, GDP c nm c tng 5,421% , thp hn k hoch ra l
5,5% nhng cao hn nm 2012 (5,25%).
ng Vinh nh gi, trong iu kin kinh t th gii v trong nc cn nhiu kh
khn, phi u tin mc tiu kim ch lm pht, n nh kinh t v m trong mt
thi gian kh di th y l mc tng hp l{, th hin s ch o tp trung, quyt
lit ca Chnh ph.
Mc tiu th nc tng ca ngi dn Vit Nam 2013 vo nhng ngy
trm, mng mt chim 88%.
C hi: th trng tiu th nc tng s l tim nng v c m rng c
trong nc v ngoi nc.
2.2.1.1.2Mi trng chnh tr php lut
Vit Nam l nc c ch n nh, h thng lut pht thng thong to iu
kin thun li cho mi trng u vo. Cng vi vic gia nhp cc t chc thng
mi th gii (WTO) trong nm 2007. Chnh ph Vit Nam ban hnh nhiu chnh
sch ph hp vi qu trnh hi nhp ton cu, to iu kin thun li thu ht vn
u t. Bn cnh , vic gim thu thu nhp doanh nghip 25%-20% ti nm

2015, gip cho doanh nghip thot khi kh khn trong sn xut v kinh doanh.
ng thi chnh ph cn hnh thnh cng ng chung ASEAN 2015 nhm to ra
th trng m l c hi doanh nghip a sn phm nc tng,mi gi,nc
mm c th xm nhp vo th trng trong khu vc NG NAM
C hi: Hin nay ring nc tng CHINSU chim khong 75% th phn ton
quc (M,Canada,Nga,Php). Mng li phn phi ca sn phm Chin-Su rt
mnh cc im bn hng ph u 64/64 tnh thnh.
Thch thc: khi gim thu doanh nghip lm chi ph sn xut gim to nn nhiu
i th cnh tranh
2.2.1.1.3 Mi trng vn ha x hi
Vit Nam l nc c truyn thng v o pht. Xu hng n chay ngy nay
khng cn l chuyn l ca ngi Vit Nam. Trong , c ngi n chay trng v
c ngi n chay mng 1 hay 15 hng thng. Mi ngi n chay khng hn v tn
ngng tn gio hay tm nim cu nguyn iu g, m v nhng mn n chay
thanh tnh khng ch gip thay i khu v m cn rt tt cho sc khe. chnh v
vy nc tng l mt mi v khng th thiu trong ba n chay.
Ngoi ra, n chay ang dn tr thnh mt m thc thi thng trong cuc
sng hin i cc nc pht trin, c bit trong gii tr, ngh s v tr thc.
nc ta mc ra nhng nh hng bn mn chay phc v cho mi ngi.
C hi: UBND huyn ban k hoch s 327/KH-UBND ngy 09/4/2013 v vit
kim tra v sinh an ton thc phm thng hng ng v cht lng an ton thc
phm nm 2013. Quyt nh s 368/Q-UBND ngy 09/4/2013 v vic thnh lp
on Kim Tra v sinh an ton thc phm nm 2013. Qua cuc kho st th nhn
chung khc phc vn v sinh ATTP so vi nhng nm trc ,nhm m
bo an ton cho ngi tiu dung.
2.2.1.1.3 Mi trng dn s lao ng
Dn s trung bnh c nc nm 2013 c tnh 89,71 triu ngi, tng 1,05% so
vi nm 2012, bao gm: Dn s nam 44,38 triu ngi, chim 49,47% tng dn s
c nc, tng 1,08%; dn s n 45,33 triu ngi, chim 50,53%, tng 1,03%.
Trong tng dn s c nc nm nay, dn s khu vc thnh th l 29,03 triu

ngi, chim 32,36% tng dn s, tng 2,38% so vi nm trc; dn s khu vc
nng thn l 60,68 triu ngi, chim 67,64%, tng 0,43%.
Lc lng lao ng t 15 tui tr ln c tnh n 01-01-2014 l 53,65 triu
ngi, tng 864,3 nghn ngi so vi cng thi im nm trc. Lc lng lao
ng trong tui lao ng c tnh n 01-01-2014 l 47,49 triu ngi, tng
409,2 nghn ngi so vi cng thi im nm 2013.
c cu ngi tr tui ngy cng tng, ngi tiu dng cn ch trng dng nc
tng s dng trong mi ba n ca mnh.
C hi: th trng tiu th c m rng n nh. Ly li nim tin ca khch
hng i vi nc tng.
ngi tiu dng hnh thnh thi quen s dng nc tng trong
nhng ba n v by gi khng th thiu i vi tui khc nhau,c bit la
ph n v ngi gi.
C hi: nc tng l sn phm c u tin hng u ca cc pht t v
nhng ngi n chay. Vit Nam l nc c s dn tr cao. iu ny gip ta c th
nh gi rng th trng Vit Nam l th trng tim nng v nc tng.
2.2.1.1.4 Mi trng t nhin
Vit Nam nm trong khu vc nhit i gi ma ng Nam nn nhit v
lng ma chu s chi phi ca gi ma .gi ma ma ng mang li cho chng ta
kiu thi tit lnh v kh c ma phn vo cui ma ,y l kiu kh hu thch
hp cc loi cy trng a lnh nh xu ho ,ci bp ,x lch , c chua, ...Gi ma
ma h li mang li cho chng ta kiu kh hu nng m ma nhiu , y l kiu kh
hu rt thich hp vi cc loi cy a nng nh bu, b, mp,cc loi qu ...
vy qua chng ta c th thy kh hu nh hng ti s phn b ma v trong
nng nghip nc ta l rt ln ,mi ma thch hp vi mt loi cy trng.
Vit Nam c iu kin thun li pht trin ngnh ch bin lng thc thc
phm, m bo p ng nhu cu tiu dng trong nc. Ngc li, th s to ra
cho cc doanh nghiep nhiu i th cnh tranh khc lit trn th trng trong
nc v ngoi nc.
C hi: y l c hi cho nc tng CHINSU pht trin ngun cung cp n nh
trong th trng trong nc,ch ng ngun t cung t cp.

2.2.1.1.5 Mi trng cng ngh
Sn phm nc tng CHINSU u c sn xut theo cng ngh hin i trn
dy chuyn khp kn, m bo v sinh an ton thc phm.
Mi cng ty u c nhng b quyt cng nghi sn xut nc tng ring, do
phm cch v cht lng nc tng ca cc nh sn xut cng khc nhau. Xu
hng i mi cng ngh sang cng ngh hin i theo cc tiu chun nht nh
gy ra p lc t i th v khch hng.
C hi: to ra sn phm cht lng tt, nng sut cao, chi ph trn mt sn
phm thp, to li th cnh tranh vi cc i th.
e da: chi ph sn xut ln,thi gian thu hi vn lu.
2.2.1.2 Mi trng vi m
2.2.1.2.1 Nguy c xm nhp ca cc nh cnh tranh tim nng:
- Mc hp dn ca ngnh ph thuc vo mc tng trng, mc cnh
tranh hin ti, hiu qu kinh doanh ca ngnh
- Cc ro cn xm nhp ngnh: Nhn din cc i th mi c th thm nhp
vo ngnh l mt iu quan trng bi h c th e da n th phn ca cc
cng ty hin c trong ngnh. Mt trong nhng nguyn nhn c th coi cc
i th mun nhp ngnh nh mt e da, l, h s em vo cho ngnh
cc nng lc sn xut mi. Thng thng, cc i th mi thm nhp ngnh
c mt mi quan tm mnh lit n vic ginh c th phn ln. Kt qu l,
cc i th cnh tranh mi c th thc p cc cng ty hin c trong ngnh
phi tr nn hu hiu hn, hiu qu hn v phi bit cch cnh tranh vi cc
thuc tnh mi (V d s dng h thng phn phi trn c s Internet).
. S trung thnh ca nhn hiu: gy kh khn cho nhng ngi mi nhp
cuc mun chim th phn ca cc cng ty hin ti. Do , n gim i mi e da
nhp cuc ca nhng i th tim tng, chnh cc i th c { mun nhp cuc
thy rng nhim v xua i s thch ca khch hng c thit lp mt cch tt
p l iu ht sc kh khn v tn km.
. Li th chi ph tuyt i: Cc cng ty hin ti c th c nhng li th tuyt i
v chi ph so vi nhng ngi nhp cuc. Cc li th v chi ph tuyt i nh vy

sinh ra t:Vn hnh sn xut vt tri nh kinh nghim qu kh vic kim sot
cc u vo c bit cho sn xut nh lao ng, vt liu, my mc thit b, v k
nng qun tr.Tip cn cc ngun vn r hn bi v cc cng ty hin ti chu ri ro
thp hn cc cng ty chac thit lp.Nu cc cng ty hin ti c li th chi ph
tuyt i, th e da t nhng ngi nhp cuc gim xung.
. Tnh kinh t ca qui m: Tnh kinh t ca quy m l l s ci thin hiu qu
bin do doanh nghip tch ly kinh nghim khi qui m ca n tng thm. Cc
ngun to ra tnh kinh t theo qui m bao gm s gim thp chi ph thng qua sn
xut hng lot hay khi lng ln sn phm tiu chun ha, chit khu mua sm
khi lng ln cc nguyn vt liu v chi tit, li th c c bi s phn b chi
ph c nh cho khi lng sn xut ln, v tnh kinh t ca qui m trong qung
co.
. Chi ph chuyn i: Nu chi ph chuyn i cao, khch hng b km gi vo
nhng sn phm ca cng ty hin ti ngay c khi sn phm ca ngi mi gia
nhp tt hn.10 Chng hn, chng ta xt tnh th cc khch hng mun t h
iu hnh my tnh ny sang mt h iu hnh khc. Nu mt c nhn hin ang
s dng h iu hnh Window ca Microsoft, v c mt th vin cc phn
mm ng dng lin quan (Nh Word, bng tnh, tr chi..) v cc tp ti liu, nu
h mun chuyn sang h iu hnh khc nh Macintosh OS ca Apple s chu
nhiu tn km. L{ do tht n gin, nu thay i h s phi mua mt b cc phn
mm ng dng mi, bi v cc ng dng vit cho Window khng chy.
. Cc qui nh ca chnh ph: V lch s, qui nh ca chnh ph to thnh
mt ro cn nhp cuc ln trong nhiu ngnh. Thng qua vic cp php hay cc
yu cu c bit, chnh ph c th kim sot s thm nhp vo mt ngnh. V d
nh nhng qui nh v kinh doanh dc phm, ngn hng Chnh ph cng
thng hn ch nhp cuc i vi cc ngnh cng ch, bi yu cu cung cp dch
v c cht lng n cho mi ngi v nhu cu vn cn thit lm iu .
. S tr a: Cc doanh nghip khi thm nhp mt ngnh cn phi lng trc
cc hnh ng phn ng ca cc doanh nghip trong ngnh. D on v mt s
tr a nhanh chng v mnh lit ca cc i th hin c th lm nht ch ca cc
i th mun thm nhp ngnh. S tr a mnh lit khi cc doanh nghip hin
c trong ngnh c d phn ng k trong ngnh, (v d, n c cc ti sn c nh
vi t kh nng chuyn i), khi chng c ngun lc ng k hay khi ngnh tng
trng chm.

dn n nh hng mc canh tranh cng tr nn gay gt phn b chia nh
v cng ngy c nhiu ngi tham gia vo ngnh. Tnh khc bit v nc tng
khng cao, ch yu v thng hiu. V CHISU l thng hiu ln c uy tn nn
khng cn nhiu n lc trong vic tng nhn thc v thng hiu ca khch hng
gim c chi ph.
2.2.1.2.2 Cc i cnh tranh hin nay:
Sau v nc tng CHISU c hm lng 3-MCPD ln gy ng th, lm cho
doanh s bn hng ca nhn hiu Chinsu gim n 50% so vi bnh thng.
gay bt li cho cng ty, to li th cho cc i th cnh tranh v gay hoang
mang cho ngi tiu dng.sau thi gian iu tra ph cc trng Cc qun l{ v
sinh an ton thc phm B Y t cho bit hm lng c t 3-MCPD nm di 1
mg/kg ph hp vi tiu chuyn th gii.
Th trng n nh hn cho CHISU nhng vn ang trong tnh trng hoang mang
cho sn phm nay ,gy bt li mt phn no cho cng ty v ngi tiu dng
tin tng s dng nc tng ny.
Thnh phn : nc, u nnh, u phng, mui, ng, cht u v,
monosodium glutamate, sodium guanilate sodium inosinate, mu t nhin
caramen, cht iu chnh axit: citric acid, hng chit xut t t nhin v
hng tng hp, cht bo qun sodium benzoate, cht lm dy xanthan gum,
cht ngt tng hp: aspartame, acesulfame potassium, mu tng hp brown HT.
Gi tr dinh dng:
2.2.1.2.3 Sn phm thay th:
- p dng v sn phm mi trong ngnh ny l khng nhiu. tuy nhin, s c
s cnh tranh gia cc sn phm trong ngnh v th phn v d x du,nc
tng ph s, nc tng tam thi t..c th lm gim th phn ca cc sn
phm.
- C hi: tuy nc tng CHINSU mi ra th trng nhng chim c mt
lng khch hng ln v c v th mnh.
2.2.1.2.4 Khch hng:
Protein 3,1g
Lipid 0g
Carbohydrate 3,5g
Nng lng 26,4kcal

- Khch hng l mt yu t quyt nh u ra cho sn phm, khng c khch
hng doanh nghip s gp kh khn trong vic tiu th sn phm ca mnh.
V vy khch hng xem nh nh hng mt phn khng nh n hot ng
ca cng ty khch hng l thng . Mun khch hng tin cy v mua sn
phm ca mnh th trc ht sn phm phi c cht lng v gi c ph
hp vi ngi tiu dng. Vn t ra cho nc tng CHINSU lm sao
cho va lng khch hng.
- C hi: m rng phn tch th trng v khch hng cng quan tm hn
n cht lng cuc sng v c nhiu hiu bit hn v tm quan trng ca
CHINSU trong nhng ba n ca gia nh.

- Nim tin ca khch hng i vi Nc tng CHINSU mt ln b lng lay.
lm gim nhu cu mua sn phm v khch hng s chuyn sang cc dng
sn phm khc thay th, chn nhng sn phm c thng hiu. Ngay t
by gi CHINSU phi ly li lng tin t khch hng m ta nh mt.
2.2.1.2.3 nh cung cp:
- tt c mt doanh nghip no cng c nhng nh cung cp pha sau h tr
cho qu trnh hoat ng kinh doanh. Nc tng CHINSU c ch bin t
Cng Ty Lin Doanh Ch Bin Thc Phm VITECFOOD.
Thnh phn: nc, u nnh, u phng, mui, ng, cht u v, monosodium
glutamate, sodium guanilate sodium inosinate, mu t nhin caramen, cht iu
chnh axit: citric acid, hng chit xut t t nhin v hng tng hp, cht

bo qun sodium benzoate, cht lm dy xanthan gum, cht ngt tng hp:
aspartame, acesulfame potassium, mu tng hp brown HT.
- u nnh l nguyn liu chnh ch bin ra nc tng c ly t vng
pha bc chim 70% va 30% pha nam nc ta cc vung cao ni khng
cn t mu m. chon u nnh khng c nhiu cht bo, khng hi, mc
v m khng qua 10%,.
- Nc: hm lng khong v cc cht hu c khng qu 500-600mg/lit, pH
ca nc nn t 6,5-7,5.
- Mui n: c ly t cc vng bin min trung nc ta nh tnh( Sa Huznh,
NinhTthun,..). Mui n trc khi a vo ch bin nc tng phi tinh
ch trc
- MA TRN NH GI CC YU T BN NGOI(EFE) CTY MASAN
YU T BN NGOI CH YU MC
QUAN
TRNG
H S
PHN LOI
S DIM
QUAN
TRNG
Vit Nam dn s ng c cu ngi tr
tui nhiu
0.08 3.2 0.26
Chnh sch gim thu thu nhp DN 25%-
20% 2015
0.11 3.4 0.37
Hnh thnh cng ng chung ASEAN 2015-
th trng m
0.1 3.2 0.32
Lm pht Vit Nam c xu hng gim 0.09 3.6
iu kin t nhin Vit Nam thun li cho
pht trin ngnh ch bin
0.1 3.4 0.34
Cnh tranh gia cc i th khc lit 0.1 2.8 0.28
p dng khoa hc cao thay i th hiu
nhanh chng
0.09 3.2 0.29
Ngun nguyn vt liu ang thiu ht do
nhu cu m rng
0.03 3 0.09
Xu hng p dng vo ch bin ngy cang
cao dn n chi ph tng
0.09 2.8 0.25
Tiu chun ATVSTP c khc phc 0.1 3 0.3
c s ng h ca khch hng 0.11 3.6 0.39
Tng 1.00 2.89

Trong ma trn EFE ca cng ty Masan, yu t bn ngoi chnh sch gim thu thu
nhp DN 25%-20% nm 2015,th hiu ngi tiu dng vi mc quan trng l
0.11-mc cao nht iu c ngha l yu t bn ngoi quan trng nht nh
hng n ngnh. H s phn loi 3.4 3.6 cho thy cng ty phn ng t vi 2
yu t trn.
Tng s im ca ma trn EFE ca Masan l 2.89 cho thy Masan trn mc trung
bnh vi vn phn ng hiu qu vi cc yu t bn ngoi
T phn tch mi trng bn trong ca cng ty Masan c anhhs gi thng qua
ma trn EFE th ta nhn c cc im mnh v im yu:
im mnh im yu
- Vit Nam dn s ng c cu
ngi tr tui nhiu
- Chnh sch gim thu thu nhp
DN 25%-20% 2015
- Hnh thnh cng ng chung
ASEAN 2015- th trng m
- Lm pht Vit Nam c xu hng
gim
- iu kin t nhin Vit Nam
thun li cho pht trin ngnh ch
bin
- p dng khoa hc cao thay i
th hiu nhanh chng
-Tiu chun ATVSTP c khc
phc
- Cnh tranh gia cc i th
khc lit
-Ngun nguyn vt liu ang
thiu ht do nhu cu m
rng
- Xu hng p dng vo ch
bin ngy cang cao dn chi
ph tng
- c s ng h ca khch
hng
MA TRN CNH TRANH (CPM) CNG TY MASAN
Cc yu t thnh phn
quan trng
Cng ty
Masan
Cng ty cnh
tranh 1 (nestle
Cng ty cnh
tranh 2

Vit Nam) (cholimex)
Tm
quan
trng
H s
quan
trng
im
quan
trng
H s
quan
trng
im
quan
trng
H
s
quan
trng
im
quan
trng
Vit Nam dn s ng c
cu ngi tr tui nhiu
0.1 3 0.3 2.8 0.28 2.2 0.22
Thi quen tiu dng 0.11 3.2 0.35 3 0.33 2.4 0.26
Ngun cung cp nguyn
liu
0.09 2.8 0.25 2.2 0.2 3 0.27
Mu ma sn phm 0.1 3 0.3 2.8 0.28 2.1 0.21
Ngun nhn lc sng to
v tim nng
0.1 3.6 0.36 3 0.3 2.3 0.23
Sn phm thay th 0.09 2.8 0.25 2.4 0.21 2.8 0.25
Ngun vn p ng yu
cu kinh doanh
0.05 3.2 0.16 3 0.15 3 0.15
Gim thu cho doanh
nghip
0.04 2.8 0.11 3 0.12 2.6 0.1
Xu hng p dng vo ch
bin ngy cang cao dn
n chi ph cao
0.1 3.2 0.32 3 0.3 2.8 0.28
An ton cht lng sn
phm
0.12 3 0.36 2.8 0.34 2 0.24
Hot ng marketing v
chm sc khch hng
0.1 2.2 0.22 3.2 0.32 2.2 0.22
Tng 1.00 2.97 2.83 2.43
Trong bng cho thy, nu xt trn phng din kh nng ng ph chin lc
hin ti vi cc yu t mi trng bn ngoi v bn trong, th cng ty Masan c
th mnh hn so vi cng ty cnh tranh 1 v cng ty cnh tranh 2, iu ny c
ngha l cng ty Masan l mnh nht trong 3 cng ty nghin cu.
Trong ngnh nghin cu, th an ton cht lng sn phm l yu t quan trng
nht vi mc quan trng la 0.12. vi yu t ny th cng ty cnh tranh 1,2 th c
v khng tt so vi cng ty mu.cng ty cnh tranh 2 ch phn ng mc thp
nht so vi cng ty 1 v cng ty mu. im mnh nht ca cng ty mu l Ngun
nhn lc sng to v tim nng (3.6) trong khi cc cng ty cnh tranh 1 (3) v

cng ty cnh tranh 2 (2.3). im yu ca cng ty mu Hot ng marketing v
chm sc khch hng (2.2) trong khi cng ty cnh tranh 2 cung phn ng vi
cng ty mu (2.2) v cng ty cnh tranh 1 phn ng kh hn (3.2).
2.2.2 Mi trng ni b
2.2.2.1 Ngun nhn lc
Sng theo con ngi Masan v nim tin Masan
- vn ha cng ty: Con ngi l ti sn, l ngun lc cnh tranh,tin phong khm
ph vi kht vng cm ph, hp tc cng pht trin v hi ha cng i tc, tinh
thn dn tc.
- phm cht con ngi Masan: ti nng sng to, t cht lnh o,tinh thn lm
ch cng vic, lim khit minh bch.
- nguyn tc hot ng: li ch khch hng, cng ty nhn vin khng trch ri
nhau, lm vic theo nhm, tn trng c nhn, t chc lun hc hi v i mi,
nh hng theo mc tiu v kt qu cui cung, lng tin v s cam kt.
- tng cng c 2041 nhn vin trong c 223 nhn vin cn b v i ng c
o to bi bn v c chuyn mn cao.
Trnh S lng T l
Trn i hc 4 1.79%
i hc 133 59.64%
Cao ng 19 8.52%
Trung cp 15 6.73%
PHPT 40 17.94%
THCS 11 4.93%
Tiu hc 1 0.45%
Tng 223 100
- Cng ty lm vic 44h/ tun, c ngh chiu th 7, ngh tra 1h. ng k{ lm
thm khng qu 4h/ngy. Cng ty t chc ngun nhn lc ti u nht nhm
to iu kin cho nhn vin pht trin v thng tin trong ngh nghip.
vn phng cng ty thong mt trang thit b hin i. chnh sch khen

thng t xut cho c nhn hay tp th xut sc nht. c bo him v phc
li cho nhn vin.
2.2.2.2 ti chnh
- Doanh thu t mc k lc nh tng mnh m trong mng kinh doanh
hng tiu dng: Masan bo co doanh thu Q4/2013 t mc 4.437 t ng,
tng 21,4% so vi Q4/2012. Nh vy l doanh thu 6 thng cui nm 2013
tng 21,3% so vi cng kz nm 2012, mc tng trng cao hn nhiu khi so
snh vi mc tng trng ca 6 thng u nm 2013 so vi cng kz nm
2012. S tng trng vt bc ny l do cng ty tng cng u t vo hot
ng kinh doanh hng tiu dng trong nm 2013 gip cng ty tng th
phn v doanh thu trong 6 thng cui nm.
- Li nhun thun ca Masan tng 43,5%: Li nhun thun ca Masan trong
Q4/2013 t 901 t ng, tng 43,5% so vi Q4/2012, ch yu nh vo tng
trng cao v li nhun thun pro-forma ca Masan t 38,6%. Li nhun
theo bo co ti chnh ca Masan tng 92,0%
Masan t doanh thu, bin li nhun gp v li nhun thun cao k lc: nh
gi vng v tng cng v th trn th trng ca ton b ngnh hng v
thnh cng trong vic tung ra cc sn phm mi trong ngnh hng thc
phm tin li, doanh thu ca Masan tng n 21,4% trong Q4/2013 so vi
cng kz nm 2012. Hn na, hiu sut hot ng c ci thin v thc
hnh tit gim chi ph gip bin li nhun gp tng ln trong ton b
ngnh hng, c th l bin li nhun gp ca Masan t 44,8% trong
Q4/2013, tng ln t mc 41,9% ca Q4/2012, nh vy m li nhun rng
tng 38,6% trong Q4/2013.

2.2.2.3 sn xut

Tiu ch im mnh im yu
U VO U RA

Qun l{ sn xut -Cng ngh hin i, dy
chuyn kp kn, t ng
ha cao ca AVE-ITALIA.
-tiu chun an ton thc
phm HACCP.
-h thng qun l{ cht
lng ISO 9001:2000
-hot ng duy tr nng
sut hon thin TPM.
- u t vo h tng cng
ngh thng tin, trin khai
ERP- Oracle.
-hong ha sn xut cha
p ng nhu cu vo
trong cc ma cao im.
-cn ngun vn u t
ln, tng cng kh
nng sn xut v h
thng kim sot cht
lng (v nu c s c th
tn tht rt ln)

- khc phc nhng hn ch trn Masan tin hnh hng lot cc hot
ng nhm kim sot u vo v u ra ca sn xut tt hn. Cc hot ng
nhm chuyn nghip ha h thng cung ng v tng nng lc ca cc nh
my nh sau:
Phi hp tt cc ngun lc ln k hoch sn xut linh hot

Tip thu th trng khch
Sn xut: cng sut thit
b v hng tn kho
Cung ng vt t u
Qun tr khon thu hi
vn u t
Ti chnh (dng tin t)
K thut cng ngh thit
k hon chnh
Ngun nhn lc (hoch nh
ngun nhn lc)
K HOCH

SN XUT

Hoch nh nhu cu vt liu theo k hoch:

- Nng lc sn xut tng cng ng k khi:
MSI a vo s dng thm 4 dy chuyn sn xut hin i t 2008.
Nh my cng u t thm xy dng 1 nh my sn xut gia v m
trn din tch 3.000 m
2

VTF s xy dng thm nh my hin i Bnh Dng rng ln hn
cng dy chuyn sn xut tin tin v ni bc nht th gii.
MVP s u t thm xng PET s cung cp gp i ngun cung ng
VTF.
Nh my Masan Ph Quc din tch 20.000 m
2
. Nh my ang u t
xy dng phng th nghim hin i theo tiu chun ISO 17025 kim tra
yu cu cht lng sn phm.
2.2.2.4 Chin lc Marketing (R&D)

Tiu ch im mnh im yu
ngun nguyn liu
bo co u ra
Ha n vt liu
Thi gian thc hin
S liu v hng tn kho
S liu v mua hng
Lch tin b sn xut
Bo co nhu cu vt liu
nh kz
Bo co n v hng
thc hin
Khuyn co mua hng
Khuyn co t bit: n hng
sm, tr hoc khng cn
thit,s lng qu nh hoc
qu ln
Chng trnh hoch nh
NHU CU VT LIU
(my tnh phn mm)

Nghin cu v
pht trin
-c phng th nghim tt, thit
b tin tin p dng tiu chun
an ton thc phm HACCP ca
chu u.
-chi ph u t cho pht trin
v u t ln.
-i ngu chuyn nghip, k s
c trnh cao lun sng to
trong cng vic.
-c mi quan h hp tc tt vi
cc c quan, vin nghin cu
ca nh nc.
-cha ci thin c bao
b theo hng thn thin
vi mi trng.
-cn u t thm phng
th nghip King Giang
pht trin sn phm mi, p dng tin tin, cng ty Masan ch thc c
nghin cu v pht trin.
Ngoi vic tuyn dng cc chuyn gia hng u trong nc v ngoi nc.
Masan b vn ra mua nhiu thit b tin tin.
Masan hp tc vi cc c quan, hip hi nghin cu v nng nghip v siinh
vy bin, bi dng o to nhn ti nng v hon thnh xut sc cng vic,
chng li s cnh tranh quc t ha, ng thi to ra bc ngoc tt p cho vic
nghin cu v pht trin Vit Nam.
Hin ti cng ty ang s hu mt Trung Tm Nghin Cu v Pht Trin sn
phm (MRD-Masan Research & Development center) hin i bt nht ca Vit
Nam.
Hin ti, MRD ang s hu 10 b quyt quan trng trong ngnh ch bin gia v
thc phm v c kh nng ra i 50-60 dng sn phm trong mi nm.
2.2.2.5 Marketing v bn hng
Th phn: ring sn phm CHINSU chim 75% th phn nc chm cao cp
ton quc. xut khu qua nhiu nc khc nhau nh: M, Canada, Nga, CH

Sc, Ba Lan, c, Trung Quc v khu vc trung ng, khu vc Chu Lo,
Campachia trong th trng Nga l mt th mnh.
Cht lng sn phm: theo cam kt ca lnh o ngon,hp khu v,an ton
thc phm, a dng.
Cht lng dch v: Phng chm li ch khch hng c ng nhn vin khng
tch ri, chnh xc kp thi, nhn vin nhip tnh thn thin, c dch v t vn
trc tip trn ng dy nng.
Ga: ph hp vi th trng mc tiu
Phn phi: h thng phn phi hi i trn ton quc, nh phn phi c nhiu
li ch (chit khu, thng theo qu{, qu tng hng qu{ vo dp tt, h tr cc
phng tin trng by hng ha). Tuy nhin Masan tng tht bi trn th
trng bn l ti Vit Nam.
Xc tin: ngn sch qung b hng nm 1triu USD (qung co truyn hnh,
radio, n phm, ngoi tri, trc tip). nhng hot ng truyn truyn v quan
h cng chng cn hn ch, t c cc chng trnh khuyn mi, qung co
truyn hnh t hp dn, t thng tin..
Lc lng bn hng: hiu sut cao ng gp vo li nhun hot ng kinh
doanh ln. Do p dng vo doanh s v vi ti v cng vic i ngu bn hng
khng n nh.
Khch hng: khch hng nh gi cao v mc an ton cho sc khe ca
sn phm Masan. Bn cnh cc yu t a chung ca ngi tiu dng
ngon/ hp khu v/ cht lng n nh v ng gi cao v cht lng mu
m.
MA TRN NH GI CC YU T BN TRONG (IFE)
Yu t bn trong Mc
quan trng
H s
phn loi
S im
quan
trng
C s vt cht y v tin tin 0.1 3 0.3
Ngun nhn lc sng to v tim nng 0.1 4 0.4
Tr trng tiu th tng nhanh 0.1 3 0.3
Nhu cu thc phm an ton an ton cao 0.11 3 0.33
Trch nhim bo v mi trng x hi
gia tng
0.1 2 0.2
Chnh lch gi c gia cc sn phm
khc
0.11 3 0.33
Marketing- dch v khch hng 0.1 3 0.3

Dy chuyn sn xut cng ngh tin tin 0.11 3 0.33
K hoch sn xut linh hot 0.1 4 0.4
C phng th nghip theo tiu chun an
ton ISO th gii
0.07 4 0.28
Tng 1.00 3.17
Trong ma trn IFE ca cng ty Masan yu t bn trong cht lng sn phm an
ton, ngun vn di do, dy chuyn sn xut cng ngh tin tin vi mc
quan trng l 0.11 mc cao nht, iu nay c ngha y l yu t bn trong quan
trng nht nh hng ti ngnh. H s phn loi iu 3 cho thy cng ty phn
ng tt vi 3 yu t trn.
Tng s im ca ma trn IFE l 3.17 cho thy trn mc trung bnh vi vn
phn ng hiu qu vi yu t bn trong.
C hi Nguy c
- C s vt cht y v tin tin
- Ngun nhn lc sng to v tim
nng
- Dy chuyn sn xut cng ngh
tin tin
- C phng th nghip theo tiu
chun an ton ISO th gii
- K hoch sn xut linh hot
- Marketing- dch v khch hng

- Tr trng tiu th tng nhanh
- Chnh lch gi c gia cc sn
phm khc
- Nhu cu thc phm an ton an
ton cao
- Trch nhim bo v mi trng x
hi gia tng
CHNG 3: XY DNG CHIN LC KINH DOANH CA CNG TY C PHN
THC PHM MASAN T (2014-2020)
3.1 tm nhn, s mng v mc tiu chin lc ca cng ty Masan t 2014-2020
3.1.1 tm nhn:
tr thnh mt Tp on ln mnh thuc khu vc kinh t t nhn a phng ti
Vit Nam xt v quy m, li nhun v thu nhp cho c ng, v tr thnh i tc
c tim nng tng trng v nh tuyn dng c a thch Vit Nam."

3.1.2 s mng
Hi t v nui dng kht vng & ti nng tm kim s t ph nhm nng
cao li ch ca sn phm v dch v cho khch hng. Chnh v vy, khch hng s
tng thng chng ta bng doanh s, li nhun dn u v s tng trng bn
vng
Bn gi tr nn tng ca Masan
- Con ngi l ti sn, l ngun lc cnh tranh.
- Tin phong khai ph vi kht vng chin thng.
- Hp tc cng pht trin, hi ha li ch vi cc i tc.
- Tinh thn dn tc.
Bn phm cht ca con ngi Masan
- Ti nng v sng to.
- T cht lnh o.
- Tinh thn lm ch cng vic.
- Lim khit v minh bch.
Su nguyn tc hot ng ca Masan.
- Li ch khch hng, cng ty (c ng), nhn vin khng tch ri nhau.Lm
vic theo nhm.
- Tn trng c nhn.
- T chc lun hc hi, lun i mi.
- nh hng theo mc tiu v kt qu cui cng.
- Lng tin, s cam kt.
3.2 xy dng, nh gi v la chn chin lc ca cng ty Masan
3.2.1 Ma trn SWOT v cc chin lc c th la chn


SWOT C hi(0)
(O1):C s vt cht y
v tin tin
(O2):Ngun nhn lc sng
to v tim nng
(O3):Dy chuyn sn xut
cng ngh tin tin
(O4):C phng th nghip
theo tiu chun an ton ISO
th gii
(O5):K hoch sn xut linh
hot
(O6):Marketing- dch v
khch hng

Nguy c (T)
(T1):Tr
trng tiu
th tng
nhanh
(T2):Chnh
lch gi c
gia cc sn
phm khc
(T3):Nhu cu
thc phm an
ton an ton
cao
(T4): Trch
nhim bo v
mi trng
x hi gia
tng

im mnh(S):
(S1): - Vit Nam dn s ng
c cu ngi tr tui nhiu
(S2):- Chnh sch gim thu
thu nhp DN 25%-20% 2015
(S3):- Hnh thnh cng ng
chung ASEAN 2015- th
trng m
(S4):-Lm pht Vit Nam c xu
hng gim
Kt hp SO
S1,2,3,4,6, + O1,3,4,6: chin lc
pht trin th trng.
S1-6 + O1,3,4,5: chin lc a
dng ha hn hp.

Kt hp ST:
S5,6,+ O1,2: chin
lc a dng ha
hot ng theo
chiu ngang
S1-4 + O1,2,3,4,:
chin lc pht
trin th trng


(S5):- iu kin t nhin Vit
Nam thun li cho pht trin
ngnh ch bin
(S76: p dng khoa hc cao
thay i th hiu nhanh chng
Oim yu(W):
(W1): - Cnh tranh gia cc
i th khc lit
(W2):- Xu hng p dng vo
ch bin ngy cang cao dn
n chi ph tng
(W3): Ngun nguyn vt liu
ang thiu ht do nhu cu m
rng
(W4): c s ng h ca
khch hng
Kt hp WO
W1,2, + O1-6: Chin lc hi
nhp v pha trc.
W 1,2,3,4+ O1-4: Chin lc hi
nhp v pha sau.

Kt hp WT
W1,2+T4,2: Chin
lc suy gim
W2,4+ T
2,3,4:Chin lc
khc bit ha sn
phm v dch v
Kt hp SO
chin lc pht trin th trng.
S1,2,3,4,6, + O1,3,4,6
chin lc a dng ha hn hp.
S1-6 + O1,3,4,5
Kt hp ST:
chin lc a
dng ha hot
ng theo chiu
ngang S5,67+ O1,2
Chin lc pht
trin th trng
S1-4 + O1,2,3,4
Kt hp WO
Chin lc hi nhp v pha
trc.
W1,2, + O1,2,3,4
Kt hp WT
Chin lc suy
gim.

W1,2+T4,2
Chin lc khc

Chin lc hi nhp v pha sau.
W 1,2,3+ O1-5
bit ha sn phm
v dch v
W2,4+ T 2,3,4


3.2.2 phn tch ma trn QSPM v xut chin lc la chn
Ma trn QSPM vi nhm chin lc SO
Cc yu t thnh cng quan trng Chin lc c th thay i
Phn
loi
Pht trin th
trng
a dng ha
hn hp
AS TAS AS TAS
Cc yu t bn trong
C s vt cht y v tin tin 3 4 12 3 9
Ngun nhn lc sng to v tim nng 4 3 12 2 8
Hot ng R&D c quan tm 3 1 3 2 6
Cht lng sn phm an ton 3 3 9 3 9
Ch trng vo vic o to cn b
nhn vin
2 2 4 3 6
Ngun vn di do 3 4 12 2 6
Marketing- dch v khch hng 3 3 9 3 9
Dy chuyn sn xut cng ngh tin
tin
3 3 9 4 12
K hoch sn xut linh hot 4 2 8 3 12
C phng th nghip theo tiu chun
an ton ISO th gii
4 4 16 1 4
Cc yu t bn ngoi
tui nhiu
3.2 2 6.4 3 9.6
Chnh sch gim thu thu nhp DN
25%-20% 2015
3.4 1 3.4 2 6.8
Hnh thnh cng ng chung ASEAN
2015- th trng m
3.2 3 9.6 2 6.4
Lm pht Vit Nam c xu hng gim 3.6 2 6.4 3 9.6
iu kin t nhin Vit Nam thun li
cho pht trin ngnh ch bin
3.4 2 6.8 3 10.2
Cnh tranh gia cc i th khc lit 2.8 3 8.4 4 11.2
nhanh chng
3.2 1 3.2 1 3.2
Ngun cung cp u vo di do nn
p lc nh sn xut gim
3 2 6 3 9

Xu hng p dng vo ch bin ngy
cang cao dn n chi ph tng
2.8 4 11.2 2 5.6
Tiu chun ATVSTP c khc phc 3 2 6 3 9
Th hiu ngi tiu dng 3.6 3 10.8 2 7.2
Tng s im 172.2 168.8
- Tng im hp dn(TAS- Total Attractiveness Score) =172.2 cao nht trong
nhm chin lc SO nn chn chin lc a dng ha hn hp.
Ma trn QSPM vi nhm chin lc ST
Phn
loi
a dng ha
hot ng
hng ngang
pht trin th
trng
AS TAS AS TAS
Cc yu t bn trong
Ngun nhn lc sng to v tim
nng
4 2 8 2 8
nhn vin
2 4 8 1 2
tin
3 2 6 2 6
an ton ISO th gii
4 2 8 3 12
Cc yu t bn ngoi
Vit Nam dn s ng c cu ngi
tr tui nhiu
3.2 4 12.8 3 9.6
25%-20% 2015
3.4 3 10.2 2 6.8
Hnh thnh cng ng chung ASEAN 3.2 1 3.2 4 12.8

2015- th trng m
3.4 3 10.2 1 3.4
p dng khoa hc cao thay i th
hiu nhanh chng
3.2 1 3.2 4 12.8
p lc nh sn xut gim
3 3 9 2 6
2.8 4 11.2 3 8.4
Tng s im hp dn 161.4 176.2
- Tng s im hp dn TAS =176.2 cao nht trong nhm chin lc ST nn ta
chn chin lc pht trin th trng
Ma trn QSPM vi nhm chin lc WO
Phn
loi
Hi nhp
v pha
trc
Hi nhp v
pha sau

AS TAS AS TAS
Cc yu t ch yu bn trong
Ngun nhn lc sng to v tim nng 4 3 12 2 8
nhn vin
2 3 6 2 4
tin
3 1 3 4 12

an ton ISO th gii
4 2 8 3 12
Cc yu t ch yu bn ngoi
tui nhiu
3.2 1 3.2 3 9.6
25%-20% 2015
3.4 3 10.2 2 6.8
2015- th trng m
3.2 4 12.8 3 9.6
3.4 4 13.6 4 13.6
nhanh chng
3.2 3 9.6 1 3.2
p lc nh sn xut gim
3 2 6 3 9
2.8 2 5.6 4 11.2
Tng s im hp dn 170.
4
175.
2
- Tng s im hp dn TAS= 175.2 cao nht trong nhm chin lc WO nn
chon chin lc hi nhp v pha sau
Ma trn QSPM vi nhm chin lc WT
phn
loi
Suy gim Khc bit
ha sn
phm v
dch v
AS TAS AS TAS
Cc yu t ch yu bn trong

Ngun nhn lc sng to v tim
nng
4 4 16 3 12
nhn vin
2 2 4 3 6
tin
3 4 12 3 9
an ton ISO th gii
4 3 12 1 4
Cc yu t ch yu bn ngoi
Vit Nam dn s ng c cu ngi
tr tui nhiu
3.2 3 9.6 3 9.6
25%-20% 2015
3.4 2 6.8 4 13.6
2015- th trng m
3.2 3 9.6 2 6.4
3.4 4 13.6 3 10.2
p dng khoa hc cao thay i th
hiu nhanh chng
3.2 3 9.6 4 12.8
p lc nh sn xut gim
3 4 12 3 9
2.8 1 2.8 1 2.8
Tng s im hp dn 181.
2
179.
4
- Tng s im hp dn TAS=181.2 cao nht trong nhm chin lc WT nn

chn chin lc suy gim
3.3 cc gii php thc hin chin lc cng ty MASAN n nm 2020
3.3.1 chin lc a dng ha hn hp
3.3.2 chin lc pht trin th trng
- to hnh nh mi l cho bao b: bao b mu vng, c o bt mt ca
chinsu, gy n tng cho ngi tiu dng. t bit nhn giy thay bng lp
mng c th hn ch nh nng mt tri chiu trc tip nh hng n cht
lng bn trong. Cc loi thng cho tt c cho sn phm c ng gi theo
tiu chun d dng cho vic vn chuyn v phn phi.
- nhn hiu sn phm: s dng nhng nhn hiu d dc, d nh. Lun nhn
mnh, quan tm n sc khe ngi tiu dng vi sogan nc tng khng
c 3-MCPD
- c im sn phm: cht lng sn phm thm ngon, hp khu v ngi
vit, khng cha cc ha cht c hi, c giy chng nhn ca s Y t, mu
sc hp dn hng v thm ngon mi thm kch thch ngi tiu dng
- to n tng cho sn phm mi: cc sn phm chinsu c v m , kiu
dng, cht liu chai chc chn m bo vic bo v sn phm.
- thc trng cho thy vit nam, siu th v cc tp ha vn cn trng by
qu t sn phm nc tng chinsu v c bit l c t sn phm nc tng
vi nhn hiu khc trn th trng. to cho s chn d dng cho khch hng
khi mua.
- knh phn phi: Masan xy dng h thng chui 25 siu th t chn u
tin gia nhp th trng bn l, vi hy vng s n u u xu th tiu dng
mi, sau khi nghin cu rt k v s th trng bn l vit nam. Nhng bc
u ca h kh bi bn; tit lp quan h vi cc nh cung cp hng ha
pht trin h thng phn phi m rng th trng cc th nh cng nh
vng nng thn l ng lc tng trng th 2 ca Masan, n nay h thng
phn phi ca Masan rng khp Vit Nam lc lng bn hng mnh vi 162
nh phn phi c quyn v 1.628 nhn vin bn hng, gip chng ti a
sn phm n hn 164000 im bn hng trn ton quc.

- qung co: chn nhng ngi mu nh gii thiu chinsu chiu vo nhng
gi vng gy ch { n ngi tiu dng. Qung co rng ri trn bo ch tp
ch trong nc v khai thc min ph trn internet, mng x hi, trung tm
mua sm
3.3.3 chin lc hi nhp pha sau:
- mc tiu: gim gi cho tt c mc hng so vi i th cnh tranh
- phng pht trin vng nguyn liu:
Qun tr nguyn vt liu: Masan thc hin chnh sch qun l{ vt t,
nguyn vt liu, hng ha theo mt quy trnh xuyn sut t khu nhp
hng , xut hng cho n khu thng k bo co v tnh hnh tn kho.
Thc hin cn i c lng vt liu, hng ha tn kho vi k hoch
sn xut nhm a ra quyt nh tm thi chnh xc phc v cho hot
ng sn xut v phn phi hng ha.
Hin nay Masan ang s dng phn mn Planing ERP ca Orecle cho
php s lng hng ha tn kho l bao nhiu, cc vt liu no ang
trong giai on ch sn xut.
- Vi mc tiu m bo ngun cung cp u vo n nh, t mc tiu chin
lc lu di v lm tng gi tr ca cng ty.
Mua thm vn c phn ca cng ty Vitecfook, Mivipack v MSI, nhng
ni ang trc tip sn xut cc mt hng kinh doanh ch o ca cng
ty. Masan nm gi 100% vn ca cng ty VTF, MVP v MSI.
- Thu mua sn phm
Xc nh nhu cu sn phm cn
Ch mua hng ca nh cung cp duyt
K{ hp ng mua sn phm
i mua hng
Kim tra xc nhn
Nhp kho
i chiu thanh l{ hp ng
Lu h s

- Masan hp tc vi mt s nh cung ng
Cng ty TNHH thc phm NFC
Cng ty TNHH thc phm Nht Nht Hng
Cng ty TNHH SX-TM Giy v Bao B Nguyn Hng
Cng ty lng thc thc phm SAFOCO
Cng ty CP thc phm Vit Nam
3.3.4 chin lc nhp pha trc
- mc tiu: pht trin thm h thng phn phi v u t thm h thng qun
bo cho cc knh phn phi hin nay
Mansan th trng Vit Nam lc lng bn hng mnh vi 162 nh phn
phi c quyn v 1.628 nhn vin bn hng, gip chng ti a sn phm
n hn 164000 im bn hng trn ton quc.
Thng 1 t cho ngi no pht hin nc tng Chinsu c cht gy ng
th ang bn trn th trng
3.4 kin ngh
3.4.1 h thng knh phn phi
cn c h thng kim sot cht ch hn v cc nh phn phi v gi c sn
phm, vic thc hin cc chng trnh khuyn minhm to s ng b
v h thng nht trong h thng phn phi, trnh tnh trng c s chnh
lch v gi v tnh trng cnh tranh khng lnh mnh gia cc knh phn
phi. cng c v tip tc m rng h thng tip th v phn phi, m thm
im bn l, nng cao bao ph v trang b thm phng tin v thit b
bng hng
3.4.1 u t i mi cng ngh hin i
Trong nn kinh t th trng kh nng cnh tranh quyt nh bi cht
lng hng ha trn n v chi ph thp nht. vi nm tr li y cng ty
khng ngng i mi cng ngh sn xut v mang li hiu qu cao. Song
vic i mi cn nhiu kh khn v thiu s ng b. v th nn phi cp
nhp ng dng khoa hc k thut cng ngh vo sn xut kinh doanh

Thng xuyn tin hnh bo dng nng cao hiu qu s dng my
mc p ng kp thi cho hot ng sn xut.
y mnh phong tro pht huy sng kin, ca tin k thut hp l{ ha
sn xut.
u t nng cp hng tin cc nh my v xy dng nh my mi vi
cng ngh hin i theo tiu chun quc t nhm nng cao nng lc sn
xut p ng nhu cu th trng
3.4.3 nguyn liu
u t pht trin vng nguyn liu trong nc v ngoi nc.
Nh nc phi lm sao Khuyn kch ngi dn trng trt pht trin h
thng ngun nguyn liu trong nc v d n nh ngun nguyn liu
trong ch bin
3.4.3 u t nghin cu khch hng sn phm
p dng cao cc tiu chun cao nht ca h thng qun l{ cht lng m
bo an ton cho ngi tiu dng
u t nghin cu v gii thiu n ngi tiu dng cc sn phm c gi tr
dinh dng cao hn
Cn chn ha dch v khch hng v thc hin nh gi nng lc v hiu
qu cng vic thng qua nhn xt ca khch hng v mc hi lng,
nhm p ng nhu cu ca khch hng mt cch tt nht. nm bt nhu cu
cu ca khch hng nhanh chng kp thi s gip cho n v hiu c
khch cn g, bn cch cng gip n v bit c cch n v p ng
nhu cu ra sao. T gp phn cho s pht trin bn vng.
Vic bnh n gi ca cc mc hng Chinsu cng rt cn thit v vy cng ty
nn gi gi c cho hp l{
3.4.3 iu chnh ngun vn hiu qu
Xc nh chnh sch h tr, c cu vn hp l{: mc tiu chnh sch kinh
doanh mi nm khc nhau. V vy xy dng mt c cu vn linh ng ph
thuc vo mi kz kinh doanh l to nn nng ti chnh vng mnh cho

doanh nghip
Xc nh mc tiu bn chu: tng doanh thu, gii ta hng tn kho, gy uy
tn v nng lc ti chnh cho cty
Xy dng cc iu kin bn chu : thng thng cn c vo mc gi, li sut
n vay v thi hn bn chiu
Phn tch i th cnh tranh, tnh hnh kinh t phi c thc hin nghim
tc v khch hng nht, cp nht bin ng th trng, sc cnh tranh
c chin lc marketing.


BNG KHO ST CC CHUYN GIA V CC YU T BN TRONG V BN NGOI
CA CNG TY MASAN
Bng kho st cc yu t bn ngoi
Ghi ch: CG vit tt chuyn gia
MA TRN EFE
MC QUAN TRNG
Yu t quan trng
bn ngoi ch yu CG1 CG2 CG3 CG4 CG5 CG6 CG7 CG8 CG9 CG10 Tng
Mc
quan
trng
Vit Nam dn s ng
c cu ngi tr tui
nhiu
3 4 5 4 4 1 3 2 3 2 31 0.08
Chnh sch gim thu
thu nhp DN 25%-20%
2015
5 5 5 4 3 4 5 3 5 3 42 0.11
Hnh thnh cng ng
trng m
5 5 3 5 5 3 3 3 4 2 38 0.1
Lm pht Vit Nam c
xu hng gim
4 3 5 5 5 2 3 3 3 2 35 0.09
iu kin t nhin Vit
Nam thun li cho
pht trin ngnh ch
bin
5 4 3 5 5 4 3 3 4 2 38 0.1
Cnh tranh gia cc
i th khc lit
5 3 5 4 4 3 4 3 4 3 38 0.1
p dng khoa hc cao
thay i th hiu nhanh
chng
4 4 5 4 5 3 3 4 3 2 35 0.09

Ngun nguyn vt liu
ang thiu ht do nhu
cu m rng
1 1 1 1 1 1 1 2 2 1 12 0.03
Xu hng p dng vo
ch bin ngy cang cao
dn n chi ph tng
5 3 4 5 2 5 3 3 3 2 35 0.09
Tiu chun ATVSTP
c khc phc
5 4 3 5 3 4 3 5 4 2 38 0.1
c s ng h ca
khch hng
5 5 4 4 3 5 5 3 5 3 42 0.11

384 1
H S PHN LOI
Yu t quan trng
bn ngoi ch yu CG1 CG2 CG3 CG4 CG5 CG6 CG7 CG8 CG9 CG10 Tng
H s
phn
loi
Vit Nam dn s ng
c cu ngi tr tui
nhiu
5 2 4 4 5 5 3 5 4 4 41 3.2
Chnh sch gim thu
thu nhp DN 25%-20%
2015
3 5 3 3 4 4 2 2 1 3 30 3.4
Hnh thnh cng ng
trng m
4 2 2 1 2 1 2 3 5 5 27 3.2
Lm pht Vit Nam c
xu hng gim
2 1 3 5 4 3 3 2 2 5 30 3.6
iu kin t nhin Vit
Nam thun li cho pht
trin ngnh ch bin
1 3 4 2 3 3 1 5 5 3 30 3.4
Cnh tranh gia cc i
3 5 2 4 1 1 3 3 3 4 29 2.8

th khc lit
p dng khoa hc cao
thay i th hiu nhanh
chng
5 1 2 1 1 2 3 4 4 1 24 3.2
Ngun nguyn vt liu
ang thiu ht do nhu
cu m rng
3 4 2 2 1 5 4 3 1 2 27 3
Xu hng p dng vo
ch bin ngy cang cao
dn n chi ph tng
4 1 3 3 4 2 1 2 3 5 28 2.8
Tiu chun ATVSTP
c khc phc
2 5 4 1 3 5 4 2 5 5 36 3
c s ng h ca
khch hng
5 4 3 4 3 5 2 1 3 4 34 3.6

MA TRN IEF
MC QUAN TRNG
Yu t quan trng
bn trong ch yu CG1 CG2 CG3 CG4 CG5 CG6 CG7 CG8 CG9 CG10 Tng
Mc

quan
trng
C s vt cht y v
tin tin
5 3 4 5 2 5 3 3 3 2 35 0.1
Ngun nhn lc sng to
v tim nng
5 3 5 4 3 5 3 2 4 1 35 0.1
Tr trng tiu th tng
nhanh
4 1 4 5 3 3 5 4 3 3 35 0.1
Nhu cu thc phm an
ton an ton cao
4 3 3 5 4 4 2 3 4 5 37 0.11
Trch nhim bo v mi
3 5 4 5 2 5 3 4 2 2 35 0.1

trng x hi gia tng
Chnh lch gi c gia
cc sn phm khc
4 4 3 4 5 4 3 3 4 3 37 0.11
Marketing- dch v khch
hng
3 3 4 5 2 4 5 3 2 4 35 0.1
Dy chuyn sn xut
cng ngh tin tin
4 5 3 4 5 3 3 2 4 4 37 0.11
K hoch sn xut linh
hot
3 4 4 4 2 5 5 3 2 3 35 0.1
C phng th nghip theo
tiu chun an ton ISO
th gii
2 4 2 2 1 1 3 2 3 3 23 0.07

344 1
H THNG PHN LOI
Yu t quan trng
bn trong ch yu CG1 CG2 CG3 CG4 CG5 CG6 CG7 CG8 CG9 CG10 Tng
H s
phn
loi
C s vt cht y v
tin tin
4 1 3 3 4 2 1 2 3 5 28 3
Ngun nhn lc sng to
v tim nng
2 1 3 5 4 3 3 2 2 5 30 4
Tr trng tiu th tng
nhanh
3 4 5 2 1 1 4 3 3 2 28 3
Nhu cu thc phm an
ton an ton cao
5 1 2 1 1 2 3 4 4 1 24 3
Trch nhim bo v mi
trng x hi gia tng
5 2 4 4 5 5 3 5 4 4 41 2
Chnh lch gi c gia
cc sn phm khc
4 2 3 3 2 2 1 5 4 5 31 3
Marketing- dch v khch
hng
3 4 5 2 4 3 1 5 3 2 32 3

Dy chuyn sn xut
cng ngh tin tin
4 4 5 5 3 3 2 2 1 1 30 3
K hoch sn xut linh
hot
1 2 4 3 5 5 2 4 4 3 33 4
C phng th nghip theo
tiu chun an ton ISO
th gii
4 5 2 1 3 3 2 4 4 2 30 4

Xã y Dá NG Chiáº¿n Læ°á C Maketing Cã NG Ty Masan

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Xã y Dá NG Chiáº¿n Læ°á C Maketing Cã NG Ty Masan

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