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DANH SCH NHM

STT Hv tn MSSV

1 V Vit Anh 2013110294

2 V ThLnh 2013110270

3 L ThMinh Lin 2013110412

4 Nguyn Hunh Kim Lin 2013110364

5 Tr ThLi 2013110368

6 Bi ThHong Oanh 2013110382

7 Nguyn ThNgc Tin 2013110246

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I. Ma trn BCG- Danh mc cc SBU ca TH true Milk1. Sa nc TH True Milk2. TH True VEG3. TH True Yogurt4. TH True Icecream5. TH True Cheese6. Th True Butter

SBU la chn l sn phm sa nc (Sa ti nguyn cht 100% v sa honnguyn)

a) ThphnVinamilk ang nm giphn ln thphn trong cc phn khc thtrng hng tiudng chnh nh sa c (chim 80% thphn); sa chua (chim 90%) v sa nc(chim 48,7% trong bao gm csa ti nguyn cht 100% v sa honNguyn)

Theo nh gi ca Cng ty nghin cu thtrng Nielsen Vietnam, tnh n thng7/2013, thphn sa nc hin nay chyu nm trong tay cc doanh nghipsa ni, trong , Vinamilk nm gi48,7% thphn, kn l

FrieslandCampina Vit Nam vi 25,7% v TH True Milk l 7,7% thphn.i din TH Milk cho rng, thtrng sa nc cn tip tc tng trng trong di

hn, v lng tiu thbnh qun u ngi cn thp so vi cc nc trongkhu vc nn cng ty stip tc dn lc u t trong cc nm ti. Trong khng ththiu phn sa ti

Thphn tng i SBU ca TH so vi i thmnh nht lVinamilk=7,7%/48,7%=0.16

Tc l thphn ca SBU (Sa nc ca TH True Milk =0,16 thphn caSBU (Sa nc) ca Vinamilk

b)Tc pht trin ca ngnh sa tiDoanh thu t c trong nm 2012 l: 1600 tngDoanh thu trong nm 2011 l: 616 tng Tc tng trng ca ngnh sa nc=(1600-616)/616=1.6 %

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Vi vthca SBU sa nc trn thtrng ca TH TrueMilk, phi nhnnh rng thtrng sa nc Vit Nam ang trn pht trinng Trng Vn Ton, Gim c i ngoi v php lca FrieslandCampina Vit Nam cho bit: Mc tiu thsa Vit Nam

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hin cn rt thp so vi cc nc trong khu vc. Cth, Vit Nam tiu thkhong 15 lt/ngi/nm, trong khiThi Lan 21 lt v Trung Quc 25 n 27lt. Nh vy, tim nng thtrng l vn cn i vi ngi tiu dng VitNam, ti quan tm nhiu n sc khe, chiu cao ci thin chiu cao ca

ngi VitNh vy,theo nh nh gi ban u thphn sa nc ca Vinamilk nm2012 l 48,7% ln rt nhiu so vi TH true Milk, tip theo lFrieslandCampina Vit Nam vi 25,7% v TH True Milk l 7,7% thphnVi nh gi trn, TH kh c thci thin c tnh hnh hin ti. Khi thunhp cng vi shiu bit hn vli ch ca sa khin nhu cu ca tiudng sa tng cao (20-25%/nm), trong th sa nc tng t8-10%/nm.Sdoanh nghip tham gia vo ngnh sn xut tng mnh. Hin cnc c

hn 60 doanh nghip vi 300 nhn hiu sn phm sa cc loi. Tuy nhin,hin ti tng sn lng sa ti mi chp ng khong 20-25% sn lngsa tiu dng, cn li phi nhp tnc ngoiVi l, scnh tranh ca TH True Milk vi cc ng ln khc vsa ncl mt vn ln, mc d tlthphn ca TH ang nm gil 33% tonngnh, nhng kh c thcnh tranh mt cch mnh mtrong lnh vc ny.

- Nu vthdoanh nghip nh ma trn trn th chthc hin chin lc loib. Tuy nhin, TH u t mt cch mnh mvo dy chuyn cng nghsn xut m hnh, u t mt trang tri quy m bc nht c thcnh tranhcht lng trong khi nhng sn phm ny mi ra i nhng vi tc pht trin nh hin nay ca thtrng sa Vit Nam, khi cc mt hng sangoi ang dn dn vng mt th doanh nghip nn duy tr hot ng ny khitc tng trng ca ngnh sa nc Vit Nam ang c nhng din bintch cc

- Hn ht, trong thtrng sa Nc Vit Nam, mc nhn thc ca ngidn vcht lng sn phm v tin cy ca sn phm cng tng, mc khcTH thc hin nghin cu a ra nhng sn phm c cht lng cao p

ng nhu cu a dng ngy cng tng cao ca ngi dn. V vy, chin lc nhm la chn ylcc chin lc trong nhm

chin lc a dng ha.II. Ma trn GE

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- Ma trn shp dn ca ngnhCc yu thp dn Tm quan trng im Tng im

- i thcnhtranh trong ngnh

ngy cng tng.- e da tsn

phm thay th(sa bt, sanc sa nhpngoi).

- Cuc vn ngu tin dng hngVit Nam.

- Trnh cngnghngy cngnng cao.

- Nhu cu tiudng i vinhng sn phmcht lng tngcao.

- Thi quen dngsa tng cao

- Ngun vn u tnc ngoi tngcao

- c sng hca chnh phvquc tn doanhnghip

- Vit Nam gianhp vo tchcthng mi quc

0.15

0.16

0.12

0.05

0.05

0.05

0.15

0.11

0.06

4

5

3

2

4

3

4

3

4

0.60

0.80

0.36

0.10

0.20

0.15

0.60

0.33

0.24

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tWTO- Cc vn v v

sinh an ton thc

phm ang cngi tiu dng

quan tm c bit

0.10 2 0.20

Tng sim 1 3.58

nh gi: tng sim hp dn l 3.90 cho thy ngnh kinh doanh caSBU1 c mc hp dn tng i cao.

- Ma trn vthcnh tranhCc yu tquan trng Tm quan trng im Tng im

- C cu tchchon thin v s

phi hp hiu qu

gia cc bphn

- Ngun nhn lcc chuyn mn

cao

- Khnng tichnh

- Chng trongngun nguyn vt

0.07

0.07

0.09

0.09

0.06

4

5

3

5

5

0.28

0.35

0.27

0.45

0.30

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liu u vo

- Cc thit bcngnghc u t

hin i, theo tiuchun quc t

- Quy trnh nggi v kim tra

sn phm c cht

lng

- Hthng R&D- Cht lng sn

phm tt

- Khnng cnhtranh vgi

- nh vthnghiu

- Thphn- m bo theo

tiu chun ISO v

vsinh an ton v

sinh thc phm

- Hiu ququngco khuyn mi

- Chng xydng mi quan h

tt vi cc i l

0.06

0.08

0.09

0.06

0.09

0.09

0.05

0.05

0.05

5

4

4

3

4

2

3

4

3

0.30

0.32

0.36

0.18

0.36

0.18

0.15

0.20

0.15

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v khch hng

Tng s 1 3.31

nh gi: tng sim ma trn vthcnh tranh l 3.31 cho thy SBU1c vthcnh tranh mc trung bnh trong ngnh kinh doanh.

Vthcnh tranh

Mnh

5.00

Trung bnh

3.67 3.31

Yu

1.00

5.00

Cao

3.67

Trung bnh

3.58

1.00

Thp

Kt lun:

Da vo ma trn GE, ta thy rng SBU l giao im ca tng sim hp dnbng 3,51 v tng sim ma trn vthcnh tranh bng 3,31. Nn SBU nmtrong thuc khu vc II. SBU ny c c hi pht trin nhng doanh nghip phicn thn trong quyt nh ca mnh.

Shpdncangnh

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Nhn xt:

- Vi vtr nh trn, SBU sa nc ca TH nm khu vc II. Ta thy doanhnghip ang ng trc nhng giai on kh khn nht nh, khi theo thng k

cc doanh nghip Vit Nam bt u tham gia vo th trng sa nc ngy

cng nhiu c bit l sa ti nguyn cht 100%.

- Ti vtr nh trn doanh nghip c thchn chin lc tng trng hay rtlui. nhng ny cn phi cn thn khi quyt nh u t. Cc SBU nmtrong khung ny c vthcnh tranh tt th li hot ng trong ngnh c schp dn km, ngc li nu hot ng trong ngnh c sc hp dn cao th lic vthcnh tranh yu. hoc mc trung bnh c2 tiu ch.

Vi SBU ny, cho thy doanh nghip hot ng trong ngnh ny hot ngtrong mt thtrng c sc hp dn trung bnh v vthcnh tranh trungbnh.

Chin lc la chn y l nhm chin lc a dng ha, nhm hochnh tt nht nhng chin lc thc hin mc tiu tng trng, hnchnhng tc ng xu tcc doanh nghip khc.

III. Ma trn chin lc chnh (GSM)

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Mc tng trng ca thtrng nhanh

Mc tng trng ca thtrng chm

TH True Milk c vthcnh tranh mc cao l 3.31 song vi mc tng trng th

trng thp cht 1.6% nn SBU sa tica doanh nghip nm gc phn tth

Do doanh nghip c thsdng cc chin lc thuc nhm chin lc adng ha

Gc phn t th

II1. Mrng thtrng2. Thm nhp thtrng3. Pht trin sn phm4. Hi nhp hng ngang5. Thu hp6. Thanh l

Gc phn t th

I1. Mrng thtrng2. Thm nhp thtrng3. Pht trin sn phm4. Hi nhp pha trc5. Hi nhp pha sau6. Hi nhp hng ngang7. a dng ha ng tm

Gc phn t thIII

1. Ct gim chi ph2. a dng ha ng tm3. a dng ha hng ngang4. a dng ha kt khi5. Thu hp6. Thanh l

Gc phn t thIV

1. a dng ha ng tm2. a dng ha kt khi3. a dng ha hng ngang4. Lin doanh

Vthcnhtranhmnh

Vthcnhtranhyu

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IV. Ma trn QSPMCc yu t

quan trng

im

phn

loi

Cc chin lc c ththay th

Chin lc a dang ha theo

chiu ngang

Chin lc a dng ha

ng tm

AS TAS AS TAS

Yu tbn

ngoi:

- GDB/ngitng

- Mc lm pht

tng

- Thi quendng sa

tng cao

- i thcnh tranh

trong

ngnh ngy

cng tng

- Cuc vnng u

tin dng

hng Vit

Nam

- e da tsn phm

2

2

3

2.5

3

2

2

1

3

4

2

4

4

2

9

10

6

8

3

1

4

4

3

3

6

2

12

10

9

6

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thay th

(sa bt,

sa nc

v cc loisa nhp

ngoi)

- Nhu cutiu dng

i vi

nhng sn

phm chtlng tng

cao

- Mc hiu bit

ca ngi

dn

- Trnh cng ngh

ngy cng

nng cao

- Thin tai,dch bnh

ngy cng

gia tng

- Vit Namgia nhp

vo tchc

3.5

1

4

3.8

1.2

4

3

3

1

3

14

3

12

3.8

3.6

4

4

3

1

3

14

4

12

3.8

3.6

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thng mi

quc t

WTO

-

c sng hca

chnh ph

v quc t

n doanh

nghip

- Xu hngchuyndch c cu

dn sgia

cc vng

- Tnh hnhchnh tr-x

hi trong

nc tng

i n nh

- Lao ngc trnh

cao ang

c xu

hng tng

- Tc giatng dn s

nhanh

- Thuthu

4

2.5

3.5

3.8

1.5

2.8

2

3

3

4

3

3

8

7.5

10.5

15.2

4.5

8.4

2

1

3

3

2

2

8

2.5

10.5

11.4

3

5.6

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nhp c

nhn c xu

hng

gim- Bin ng

ca li sut

ngn hng

- Lutchuyn

giao cng

ngh- Sco gin

ca cu v

gi c xu

hng

gim

- Chnh schmrng cshtng

ca chnh

ph

- Cc vn vvsinh

an ton

thc phm

ang c

ngui tiu

dng quan

2

3.8

3

3

3.5

3

4

4

3

3

6

15.2

12

9

10.5

2

3

2

1

3

4

11.4

6

3

10.5

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tm c

bit

- Squantm cachnh ph

v cng

ng v

vn mi

trng tng

- Ngun vnu tnc ngoi

tng cao

- Cc i thcnh tranh

ca doanh

nghip

ang cng

c, xy

dng cc

mi quan

hvi cc

tchc c

lin quan

3.5

2

3

2

3

2

7

6

6

1

3

2

3.5

6

6

Yu tbn

trong:

- Trnh , 2.7 3 8.1 4 10.8

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khnng

qun l

hiu qu

-

C cu tchc hon

thin v s

phi hp

hiu qu

gia cc b

phn

- Chkhen

thng,

ng vin

cng nhn

vin

- Ngunnhn lc c

chuyn

mn cao

- Cc chnhsch o

to ngun

nhn lc

- Khnngti chnh

- Chngtrong

3

3

3

4

3

4

3

1

3

2

4

4

9

3

9

8

12

16

4

1

3

2

4

4

12

3

9

12

12

16

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ngun

nguyn vt

liu u

vo- Cc thit b

cng ngh

c u

t hin i,

theo tiu

chun quc

t- Quy trnh

ng gi v

kim tra

sn phm

c cht

lng

- Sn phma dng

- Mng liphn phi

sn phm

mrng

- Hiu ququng co-

khuyn mi

- HthngR&D

4

4

2

2

1.5

3

4

3

3

4

4

4

16

12

6

8

6

12

4

2

4

1

2

3

16

8

8

2

3

9

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( nghin

cu a

dng ha

sn phmv pht

trin thm

cc doanh

mc sn

phm cao

cp)

- Cht lngsn phm

tt

- Khnngcnh tranh

vgi

- Vn hadoanh

nghip

- nh vthng

hiu

- Thphn- Khnng

t n

ngun ti

tr

- m bo

3

3

3

3

2

2

3

3

2

1

2

3

3

3

9

6

3

6

6

6

9

4

2

1

2

2

3

3

9

6

3

6

4

6

9

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theo tiu

chun ISO

v an ton

vsinhthc phm

- Quy trnhsn xut

thn thin

vi mi

trng- Quan h

cng chng

(PR)

- Hiu quca h

thng

thng tin

phn hi

thtrng

- Khnngiu phi

vn cho

cc b

phn hot

ng

- Chngxy dng

4

2

2.7

4

3

2

1

4

2

1

8

2

10.8

8

3

1

1

4

2

2

4

2

10.8

8

6

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mi quan

htt vi

cc i l

v khchhng

Tng s: 305 368.4

Kt Lun:

Qua xem xt 2 chin lc trong nhm chin lc a dng ha. Ta nhn thy c rngvi chin lc adng ha ng tm khquan hn so vi chin lc a dng ha hngngang. Vi tng shp dn ca chin lc a dng ha kt khi l 368,4>305 ca chinlc a dng ha hng ngang.

Nhn Xt:

- Qua ma trn QSPM c rt ra tcc ma trn bn trong i vi SBU sa ncca TH true Milk. Nhm nhn thy vi chin lc a dng ha kt khi khquanhn. Bi TH u t cho hot ng sn xut kinh doanh sa ca mnh mt cc

trit tcng nghn cc dy chuyn chbin sa ti nguyn cht. Tuynhin, trong thi gian gn y thtrng sa nc ca Vit Nam ang dn c chng trong long ngi tiu dng, ng thi nhng m hnh sn xut ca TH vang thu ht cch nhn nhn ca ngi tiu dng vsn ca mnh.

- Mc d chng ta thy rng vi mt tlthphn thp trong thphn sa ncchung ca cnc v tc tng trng ca ngnh cn tng i thp nhngdoanh nghip khng nn loi bSBU ny, bi TH mi ra i trong thi gian gny nhng nhng thnh tu t c nh vy tht ng ghi nhn. Mc khc, TH tp trung u t tc cngun lc mnh vo SBU ny, tc ccc hot ng ca

cng ty u phthuc vo doanh thu ca SBU ny, v SBU ny c nhiu binchuyn ln khi thtrng sa Vit Nam c nhiu phc tp(cthtrng sa nc,

bt cc loi, tcc doanh nghip trong nc ln ngoi nc). Mi ra i nh vy ,nhng TH vn givng vtr ca mnh vtr s3 nh vy l khnng tngtrng vn cn i vi doanh nghip

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- Hn na, theo gii chuyn gia, mc bnh qun tiu dng sa nc, c bit sa ti ca ngi dn Vit Nam ang tng trng mnh trong nhng nm gny, bi nhu cu v cht lng ca ngi dn cng cao, nhng i hi ca hivi sn phm tiu dng cng tng cao.

Chin lc a dng ha kt khi sl c hi ln ca doanh nghip, nhm mcch nng cao tc dng ca sn phm sa.

Ti liu tham kho

http://vov.vn/Kinh-te/Thi-truong/Thi-truong-sua-nuoc-Co-hoi-cho-doanh-nghiep-

Viet/280569.vov

http://otcmarket.vn/thi-truong-sua-vui-nhon-vi-su-thach-do-cua-th-

milk_13087.html

http://timtailieu.vn/tai-lieu/de-tai-phan-tich-ma-tran-bcg-cua-vinamilk-4148/http://cafef.vn/doanh-nghiep/thi-truong-sua-nuoc-tai-viet-nam-mieng-banh-

sieu-loi-nhuan-201307030741031039ca36.chn

http://tinnhanhchungkhoan.vn/GL/N/CICAHJ/thi-truong-sua-vui-nhon-vi-

thach-do.html

http://sgtt.vn/Tieu-dung/182906/Thi-truong-sua-dang-thich-tuoi-nguyen-

chat.html

http://dddn.com.vn/chuyen-dong/th-true-milk-va-cuoc-cach-mang-trang-

tam-cao-moi-20130725023043831.htm

http://www.dairyvietnam.com/vn/Sua-Viet-Nam/Thi-truong-sua-Viet-Nam-

va-nhung-thay-doi-tich-cuc.html

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