VanLuong.blogspot.com AosomiMay10

8/2/2019 VanLuong.blogspot.com AosomiMay10

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MC LC

LI MU ...................................................................................... 1

Chng I: THC TRNG HOT NG MARKETING HN HP CHO SN

PHM O SMI NAM CA CNG TY C PHN MAY 10 TRN TH

TRNG VIT NAM ........................................................................................ 41.1. KHI QUT CHUNG V CNG TY C PHN MAY 10 ............................................ 4

1.1.1 Qu trnh hnh thnh v pht trin ca cng ty CP May 10 ....................... 4

1.1.3 Kt qu hot ng sn xut kinh doanh ca cng ty .................................. 8

1.2 PHN TCH THC TRNG MARKETING HN HP CHO SN PHM O S MI

NAM CA CNG TY C PHN MAY 10 .......................................................................... 10

1.2.1. Chnh sch sn phm ................................................................................ 10

1.2.2. Chnh sch gi .......................................................................................... 19

1.2.3 Chnh sch phn phi ................................................................................ 23

1.3 NH GI HOT NG MARKETING HN HP .................................................. 37

1.3.1 Kt qut c ....................................................................................... 37

1.3.2 Hn ch ...................................................................................................... 39

1.3.3 Nguyn nhn hn ch ............................................................................... 41


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g y

2

2.4.1. Cc im mnh v im yu ca cng ty ................................................ 79

2.4.2. Cc chi v thch thc ......................................................................... 82

2.4.3. Cc kt hp im mnh, yu ca cng ty khai thc chi th trng v

khc phc im yu, hn ch ri ro c th c .................................................... 85

Chng III: HON THIN HOT NG MARKETING HN HP CHO

SN PHM O SMI NAM TRN THTRNG VIT NAM CA CNG

TY C PHN MAY 10 ..................................................................................... 87

3.1 NH HNG CHIN LC MARKETING CA CNG TY V SN PHM O

SMI NAM ............................................................................................................................ 87

3.1.1. Quan im pht trin ca cng ty c phn May 10 ................................. 87

3.1.2. Phng hng v nhim v ca cng ty ................................................. 87

3.1.3 Mc tiu chin lc marketing cho o smi nam ..................................... 89

3.2. CC GII PHP MARKETING HN HP I VI SN PHM OSMI NAM .............91

3.2.1 Chnh sch sn phm ................................................................................. 91

3.2.2 Chnh sch gi ........................................................................................... 99

3.2.3. Chnh sch phn phi ............................................................................. 102

3.2.4 Chnh sch xc tin v khuych trng .................................................. 113

3.2.5 Tng tc gia cc bin php trong marketingmix ............................ 121


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DANH MC S, BNG BIU

S 1.1: S t chc Ban Marketing ............................................................. 7

S 1.2: Cc knh phn phi ca cng ty c phn May 10 ............................ 23

S 2.1: Snh v sn phm smi nam trn th trng ........................... 54

S 2.2 : Qui trnh sn xut o smi nam ....................................................... 60S 3.1: Xy dng snh v sn phm .................................................... 90

S 3.2: Cu trc knh phn phi giai on 1 .............................................. 103

S 3.3: Cu trc knh phn phi giai on 2 ............................................. 105

S 3.4: S hon thin h thng thng tin marketing (MIS) ................... 125

Bng 1.1: Kt qu sn xut kinh doanh ca cng ty ............................................ 8

Bng 1.2: Doanh thu sn phm o smi nam trn th trng ni a .................. 9

Bng 1.3: Bng thng k nhn - mc sn phm ................................................. 12

Bng 1.4: Nhn hiu sn phm smi nam ca cng ty May 10 ang p dng .. 14

Bng 1.5: Gi cc dng sn phm smi nam ca cng ty May 10 (thng 5/2007) .. 21Bng 1.6: S lng cc i l ca cng ty trn ton quc ................................. 26


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Bng 2.6: Cc loi nguyn, ph liu ch yu ................................................... 64

Bng 2.7: Mc tiu dng Tp H Ch Minh v H Ni ................................... 66

Bng 2.8: c lng mc sn lng (smi) ca tng i th ......................... 73

Bng 2.9: Phn tch im mnh/yu ca mt si th mnh trn th trng ni

a ....................................................................................................................... 74

Bng 3.1: Mc tiu pht trin h thng phn phi ............................................. 90Bng 3.2: Chnh sch chit khu (Bao tiu) ..................................................... 117

Bng 3.3: Chnh sch chit khu (Hoa hng) ................................................... 117


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5

LI MU

1. L do chn tiHin nay tiu th ni a mi ch chim 1/4 nng lc sn xut ca cc

doanh nghip dt may Vit Nam. Vic lm th no c th chim lnh c th

trng hng dt may ni a ang l mi quan tm ca nhiu doanh nghip dt

may trong nc trc cuc b ca nhiu nhn hiu thi trang danh ting

nc ngoi ang vo th trng Vit Nam, trong , thch thc ln nht l hng

thi trang ca Trung Quc. y l nhng vn t ra ti Din n Thng

hiu cho doanh nghip dt may ti th trng ni a, do Hip hi Dt may Vit

Nam, t chc ti TPHCM, vo ngy 31-5-2007. Theo Hip hi Dt may Vit

Nam, vi 85 triu dn hin nay v s tng ln 100 triu dn trong nm 2015, th

trng tiu th ni a rt ln, cc doanh nghip sn xut hng dt may khng

th b qua chi chim lnh th trng ni a. Nm 2006, tng tiu th ni

a c t 1,8 t USD, trong khi , xut khu dt may t gn 6 t USD, tc

tng trng trong tiu th hng ni a t khong 15%/nm, nhng thc t

ch chim 1/4 nng lc sn xut. Phn ln doanh nghip dt may trong nc ch

ch trng u t xut khu l chnh, cha quan tm nhiu cho pht trin xy

dng thng hiu ti th trng ni a. Cc doanh nghip phi xc nh, dng


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Trc tnh hnh vic ch trng th trng ni a l mt bc i quan

trng. Cng ty C phn May 10 vi thng hiu o smi nam vn rt ni ting

v c a chung trn th trng Vit nam, nht l th trng Min Bc, nay

ang mt dn u th. Mt trong nhng nguyn nhn ca vn ny l hot ng

marketing hn hp cho dng sn phm ny ca cng ty trong thi gian qua cn

thiu nht qun v cha c hiu qu. Trong khi cc nhn hiu ln nh Vit

Tin, Nh B, Pierre Cardin, cng vi sn phm ch lc l o smi nam ang

pht trin mnh v thm nhp ra th trng Min Bc. Hn na, xu hng gim

thu nhp khu v s xm nhp ca dng hng cht lng cao nhp khu t nc

ngoi s lm cho th trng o smi nam cnh tranh khc lit. iu ny, t ra cho

Cng ty yu cu cp thit phi ci tin nhng gii php thch hp tng cng

sc cnh tranh ca sn phm o smi nam ca mnh, trong gii php marketing

hn hp i vi sn phm ny c vai tr quan trng trong vic chim lnh v khai

thc th trng ni a y tim nng ca cng ty. Xut pht t l do d em xin

la chn ti: Marketing hn hp cho sn phm o smi nam ca Cng ty

Cphn May 10 ti thtrng Vit namcho lun vn thc sca mnh.

2. Mc ch nghin cu- Nhn thc l thuyt v thc tin v marketing hn hp trong kinh doanh


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- Lun vn ch tp trung cc gii php Marketing hn hp cho sn phm o

smi nam ca Cng ty c phn may 10 ti th trng Vit nam, khng xut cc

gii php v hot ng kinh doanh khc cng nh cc hot ng marketing i

vi hng may xut khu v cc tuyn sn phm khc ca cng ty.

- Vic phn tch nh hng mi trng marketing, phn tch cnh tranh

ngnh, phn tch m hnh SWOT ch yu tp trung i vi sn phm o smi

nam trn th trng ni a.

4. Phng php nghin cu- S dng phng php duy vt bin chng, duy vt lch s lm cng c

cho thc hin ti, ng thi kt hp cht ch phng php lch s,

logic, phng php tru tng ho khoa hc, phng php thng k, so snh,

i chiu phn tch tng hp.

- p dng l thuyt marketing hin i.

5. Nhng ng gp ca lun vn- V l lun: vn dng l thuyt marketing hn hp i vi vic kinh

doanh sn phm o smi nam trn th trng Vit nam

- V thc tin: a ra mt s gii php nhm tng cng hiu qu hot

ng marketing hn hp cho sn phm o smi nam ca cng ty cp may 10.


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Chng I

THC TRNG HOT NG MARKETING HN HP CHO SN

PHM O SMI NAM CA CNG TY C PHN MAY 10 TRN TH

TRNG VIT NAM

1.1. KHI QUT CHUNG V CNG TY C PHN MAY 10

1.1.1 Qu trnh hnh thnh v pht trin ca cng ty CP May 10

Cng ty c phn May 10 hin nay l mt trong nhng con chim u n

ca ngnh dt may Vit Nam. Tri qua 61 nm trng thnh v pht trin, mt

qu trnh phn u kin tr, lin tc v cng t nc tri qua bit bao giaion bin ng, thng trm ca lch s.

- Nm 1946, hng ng li ku gi ton quc khng chin ca H ch

tch cc xng qun trang c thnh lp vi nhim v phc v bi v qun

trang.

- Nm 1947- 1954, do iu kin chin tranh, cc xng may qun trang

phi di ln Vit Bc v c t theo cc b s bo v b mt. Sau cc


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- Nm 1992, x nghip May 10 i tn thnh Cng ty May 10 cho ph hp

vi chc nng, nhim v sn xut kinh doanh trong thi k mi.

- Thng 1 nm 2005, Cng ty May 10 c chuyn thnh Cng ty C phn

May 10 theo quyt nh s 105/Q-BCN k ngy 05/10/2004 ca B Cng

nghip vi 51% vn ca VINATEX. Nhng thng tin chnh v cng ty c phn

May 10:Tn gi: Cng ty c phn May 10

Tn giao dch quc t: Garment 10 joint stock company

Tn vit tt: Garco 10

Tr schnh: Si ng- Long Bin- H Ni

in thoi: 04 8276923- 04 8276932Fax: 04 8276925- 04 8750064

Webside: www. Garco10.com Email: [email protected]

Din tch: 28255 m2 M s thu: 0100101308

Cng ty c phn May 10 l mt doanh nghip c phn chuyn sn xut v

kinh doanh hng may mc thuc tng cng ty Dt may Vit Nam, c t cch

php nhn v c ti khon ring ti Ngn hng Cng thng Vit Nam, Ngn


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cng ty ch gia cng theo yu cu ca h v nhn tin cng. Hnh thc ny d

lm ph hp vi cc doanh nghip qui m nh, khng c nng lc v thit k v

nng lc ti chnh. Do cng ty ch nhn hng gia cng cho cc x nghip ca

mnh ti cc tnh l v cc n v v tinh.

- Xut khu trc tip theo phng thc mua nguyn liu bn thnh phm

(chim 45% doanh thu): theo phng thc ny, cng ty tin hnh sn xut theo

mu phc tho ca khch hng v tin hnh mua nguyn ph liu sn xut v

xut khu. Cch lm ny c hiu qu cao hn v cng ty cng chng hn

trong kinh doanh. Trong , mt phn sn phm xut khu trc tip l do khch

hng mua li sn phm hon chnh ca cng ty (gm thit k, nhn hiu v

nguyn ph liu)- Sn xut kinh doanh hng ni a (chim khong 20% doanh thu): y l

hnh thc kinh doanh hin mang li hiu qu cao nht cho cng ty, vi cc sn

phm ch lc l o smi nam, qun u, o veston. hot ng ny, cng ty phi

tham gia y nht cc cng on ca qu trnh sn xut kinh doanh mt sn

phm may mc gm: nghin cu th trng, thit k, mua nguyn ph liu, snxut v tiu th sn phm vi thng hiu ca mnh.

* Nhi d h hi


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kinh doanh ca cng ty. Nng cao th phn trong nc, n nh v mrng th

trng xut khu.

1.1.2.2 B my Marketing

Ban Marketing c chc nng v nhim vy :

- Thu thp thng tin marketing d bo tnh hnh th trng v xc nh

kch c, tim nng tng on th trng. Hoch nh chin lc kinh doanh

cho tng khu vc th trng.

- Nghin cu chnh sch marketingmix vi cc bin s nh: sn phm,

gi, phn phi, giao tip khuych trng. T chc thc hin cc chnh sch

marketing.

- Thc hin vic kim tra, kim sot hot ng marketing. Bo co kt quhot ng cho cquan Tng gim c v cc phng ban lin quan.

S 1.1: S t chc Ban Marketing

Trng Ban Marketing


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Hnh thc t chc theo chuyn mn v ccu khng gian th trng nyca phng Marketing s rt thun li cho vic thc hin chin lc c th ca

khu vc ring. T cng ty c th xem xet phn th trng trin vng nht vi

sn phm ca mnh ng thi cng ty c th nghin cu, nm bt th hiu tiu

dng ca khch hng v sn phm may mc ni chung v sn phm ca cng ty

ni ring.1.1.3 Kt qu hot ng sn xut kinh doanh ca cng ty

Nm 2007 l nm th 3 cng ty May 10 hot ng theo m hnh cng ty

c phn. Ngay t khi bt u chuyn i m hnh kinh doanh, lnh o cng ty

xc nh mc tiu hng u l nng cao hiu qu hot ng sn xut kinh

doanh, tng li nhun v thu nhp cho ngi lao ng, pht trin May 10 ngymt ln mnh. Kt qu hot ng kinh doanh trong nhng nm qua phn no


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thu

Li nhun sauthu

Tr. 3.554 4.066 4.005 13.843 15.390

Thu nhp bq Tr. 1,380 1,450 1,502 1,502 1,520S L bq Ngi 4.150 5.289 5.987 7.151 7.927

(Ngun :Bo co ti chnh cng ty cphn May 10)

S liu bng trn cho thy, trong 3 nm qua th tng sn lng, tng doanh

thu, li nhun, thu nhp bnh qun, u tng, iu ny chng t hot ng

SXKD ca Cng ty ngy cng c hiu qu.

+ Tng sn lng tng 8.262,6 nghn sn phm nm 2002 ln 12.755,2

nghn sn phm, trong sn phm smi chim t trng trn 80% cng tng t

7.290,9 nghn sn phm nm 2002 ln 9.755,2 nghn sn phm nm 2006.

+ Tng doanh thu tng t 355.132 triu ng nm 2002 ln 709.486 triu

ng nm 2006 tng 354.354 triu ng tng ng 99,78% so vi nm 2002,

trong , sn xut doanh thu xut khu gp phn lm tng tng doanh thu

nhiu nht, t 286.017 triu ng nm 2002 ln 538.282 triu ng nm 2006.

Doanh thu ni a tng t 69.155 triu ng nm 2002 ln 171.104 triu ngnm 2006

+ Li nhun ca Cng ty cng tng rt nhanh t 3 554 triu ng nm


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Nm

Tng DT ni

a (Tr)

DT SP smi nam trn

th trng ni a (Tr)

T trng DT smi

nam/tng DT ni a (%)2002 69.115 51.406 73,472003 73.377 59.170 80,642004 84.044 64.700 76,982005 115.612 95.214 82,362006 171.104 139.241 81,38

Ngun: Phng Kinh doanh

Hin nay sn phm o smi nam l sn phm ch lc ca cng ty trn th

trng ni a th hin th hin doanh thu tiu th sn phm o smi nam

trn th trng ni a chim khong trn 70% tng doanh thu ni a, c th:

nm 2002 doanh thu o smi nam ni a/tng doanh thu ni a l 73,46%, cc

nm tip theo u tng ln n nm 2006 l 81,38%.1.2 PHN TCH THC TRNG MARKETING HN HP CHO SN PHM

O SMI NAM CA CNG TY C PHN MAY 10

1.2.1 Chnh sch sn phm1.2.1.1 Chng loi v cht lng sn phm

* Chng loi sn phmSmi nam l loi sn phm kh may, nhng l mt hng c truyn thng

v c bit c hiu qu kinh t cao Cng ty May 10 c mt i ng lao ng


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v may mc trn th trng ang bin ng mt cch nhanh chng. Tuy nhin

nhng sn phm ca cng ty t thit k v sn xut v kiu dng vn cha theo

kp c xu hng mu mt thi trang trong nc. Cng ty c phn May 10

xc nh th trng chnh ca mnh l th trng H Ni vi sn phm o smi

nam. Trong n lc nhm cung cp nhng sn phm smi nam ph hp nht vi

nhu cu ca ngi tiu dng cng ty thc hin chin lc a dng ho sn

phm vi vic mrng chng loi hng ha trong cng mt nhn hiu sn phm.

n nay cng ty May 10 c trn 30 loi sn phm o smi nam vi cht liu

v kiu dng khc nhau.

* Cht lng sn phm

Do c tnh ca ngi Vit Nam a thch nhng sn phm c bn caonn cng ty coi vic nng cao cht lng sn phm l u tin hng u. Cng ty

May 10 l doanh nghip i u trong qun l cht lng sn phm t Cng ty

n cc x nghip thnh vin theo tiu chun Quc t ISO 9000 v nay chuyn

sang ISO 9001 - 2000 v thc hin qun l mi trng theo tiu chun quc t

ISO 9001 - 2000 v thc hin qun l mi trng theo tiu chun quc t ISO14000, c t chc BVQI ca Vng quc Anh nh gi thm nh v cp

h h C t d h th t h hi hi SA8000 t


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nhp mt s my mc thit b, cng ngh hin i nh may may cng nghip,

my ct, my l, my git, my thunhng my mc thit b di s iu

khin ca i ng cng nhn lnh ngh gip cho cng ty m bo cht lng

sn phm t tiu chun mt cch ng b. Nhuy tn v cht lng sn phm

m Cng ty c mi lin h, hp tc vi cc hng qun o thi trang ni tng

ca th gii nh Pierre Cardin, Guy Laroche, Maxim Jacket Britt, Seidens,

Tacker, Dornbush, C&A, Camel, Arrow, Report, Structure, Express,

Cht lng o smi nam tt lm cho ngi s dng cm nhn c s

thoi mi t tin, t kch thch khch hng mua tip sn phm ca Cng ty.

ph hp hn vi thi tit ca min Bc bn ma thay i cng ty c cc loi vi

cht liu vi dy mng khc nhau m vn m bo c bn cho sn phm,hp thi trang vi nhng mu sc v kiu dng khc nhau. V sn phm ca

cng ty u c khch hng nh gi c cht lng cao, chim u th hn hn

cc i th cnh tranh khc v bn mu, cht liu vi. Tuy nhin cht lng

sn phm ca cng ty c sn xut ra cn cha ng u v cht lng, vn

cn t l ph phm. Cc sn phm ch yu l sn phm trn cht liu dt thoi nnhn ch trong vic sng to nhng kiu mu mt mi.

1 2 1 2 Nh hi b b h d h t


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n v: chic

TT Tn nhnCht liu Hnh thc S lng nhn

trn sn phmDt Giy May Treo

1 GATE 1 2 1 2 3

2 PHARAON 1 2 1 2 3

3 BIGMAN 1 3 1 3 4

Ngun: Ban Marketing

Nhn hiu trn smi nam hin nay: tn sn phm c thu trn mt

ming vi nh v nh sau gy o. Tn nhn hiu c thu bng my nh nhn

kh hin i c th to ra nhiu kiu ch khc nhau khi mun thay i cch vit

ch trn sn phm. Di y l mt s nhn sn phm smi nam ca May 10:


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Nhn chung cc nhn ny p ng bo v ngi tiu dng, gip ngi

tiu dng la chn v nh gi sn phm thun li hn. Tuy nhin vic nh

nhn ch mang tnh bn quyn, xut s. Cc loi nhn c ni dung thng bo vtn cng ty sn xut, nhn dt cho bit v cht lng dt cc loi nhn khc cho

bit kch c, cht lng, cht liu sn phm v mt s hng dn km theo khi

s dng sn phm.

- Quyt nh tn nhn.

Do xut pht t tm l chung hng ngoi ca khch hng nn tn nhn

mc trn sn phm ca cng ty phn ln u dng ngn ng Ting Anh. Mi


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Excutive Choice) cht lng cao, kiu dng ph thng, dng ph liu,

bao b nhn mc Pharaon EX2 Pharaon Classic Smi namPharaong Classic l loi smi namkinh in,

dnh cho gii trung nin lch s, cin vi cht liutt nm trong nhm c mc gi cao ca Pharaon

3 PharaonAdvancer

y l dng o lun c ci tin ph hp vi thanhnin v trung nin, kiu dng c k tha phong cchsmi namtruyn thng nhng lun hng theo thmm ca th trng hin i, c xp mc gi gia

4 May 10 Expert L dng sn phm vi cht liu cao cp, chng nhu,khng nh ng cp ca gii chuyn gia

5 May 10 Prestige L dng sn phm cao cp nht vi cht liu v kiudng vt tri thm v uy ththm cht n ng

6 Pharaon Trc y s dng cho smi nam, nhng hin ti sau

khi p dng 05 dng nhn trn th khng cn s dngna. Hin ti ch s dng cho sn phm comple nam7 Chambray Dng cho sn phm smi nam cao cp:

- Cc tay- Di tay

8 Bigman Dng cho smi nam c gi tr thp (hin nay khngcn s dng)

Ngun: Ban Marketing

Tuy nhin tn nhn ca cc sn phm smi nam ca May 10 khng gip


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Do c th thy vn t tn cho sn phm cha t dc hiu qun

mc ngi mua thng nht mi khi nhc n tn sn phm cng c th hnh

dung c hnh dng ca sn phm .

* Quytnh vbao gi v dch v sn phm

Trc y bao b ca cng ty May 10 cha c quan tm, v khch hng

khi mua hng cn mun th sn phm, nn bao b sn phm c thit kn

tin cho vic phc v khch hng, ch c nhng sn phm xut khu l c

ng gi cn thn hn. Tuy nhin, ngy nay bao b tr thnh mt cng c

marketing quan trng gip c lc cho chin lc marketing mix. Bao b thit

k tt s to ra gi tr thun tin, hu dng cho ngi tiu dng v to gi tr

khuyn mi ca nh sn xut ginh cho khch hng.Chnh v vy May 10 c nhng ci tin nht nh v bao b ca sn phm

o smi: bao b sn phm cht ch v gn gng hn, trn bao b c ghi s liu

kch cca sn phm, thnh phn cht liu vi s dng. Qu trnh bao gi o

smi namkh phc tp t khu gp n khu bao gi cng vi mt s ph liu

nh gim, giy cngn cho vo bao b. Cng ty c phn May 10 s dng baob ngoi mc ch bo v v ng gi hng ha cn nhm mc ch qung co.

Vi h h i h th t ti th t


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Khi bn sn phm ngoi bao b sn phm th c ti sch bng ni lng to

hn, trn ghi tn cng ty, a ch ca hng v i l ca cng ty c bao gm


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hp vi mu sc ca sn phm nng cao tnh thm m cho sn phm ng thi

p ng tt hn na nhu cu nhiu mt ca khch hng.

* Dch v cho khch hng

Dch v cho khch hng cng l mt yu t quan trng i vi mi sn

phm, mi sn phm ca cng ty a ra thng km theo mt vi dch v

phc v tt hn nhu cu ca khch hng trong qu trnh s dng. H thng dch

v ca May 10 c th l cha nhiu nhng cng tng kh nng cnh tranh cho

sn phm, c th:

- i vi khch hng l ngi tiu dng cui cng th cng ty c phng

th trong c gng, qut ti ca hng bn v gii thiu sn phm, khch

hng c th th cc mu sn phm c treo ngoi ca hng. Tip cc nhnvin bn hng s t vn gip khch hng la chn sn phm ng . Sau khi

khch hng mua sn phm, nhn vin bn hng t vn thm nhng thng tin cho

h nh: sn phm ny nn l nhit bao nhiu, khng nn phi ngoi tri

nng to do sn phm c lm ra t cht liu dt thoi, bn c th s dng my

git ch no gi bn cho mu vi - i vi khch hng l t chc th dch vi km vi sn phm l cc dch

h t i kh h h i i h kh h h i


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Phn ln sn phm mi cho tiu dng trong nc l s dng mu m,

cht liu vi ca nc ngoi h theo hp ng gia cng ca khch hng nc

ngoi c bt chc ri thit k li theo kch thc ngi Vit Nam (m ch

yu l ngi min Bc). Nhng sn phm ny thng c cht lng cao, lu b

li mt v c chu k sng sn phm kh di. in hnh l cng ty va hon

thnh chng trnh Vit ha sn phm ca mnh vi vic cho ra i sn phm

smi nam dnh cho ch r. Dng sn phm ny c da trn nhng sn phm

o ci ch r M10 ang cung cp cho th trng chu u

Song cng vic pht trin sn phm mi theo hng ny li gp kh khn

trong khu tm kim nguyn ph liu bi l vic nhp loi vi ny thng rt

kh, nu nhp c th gi thnh s rt cao lm cho gi thnh sn phm cao skhng p ng c nhu cu rng ri ca khch hng. Mt khc, cng ty s phi

ph thuc rt nhiu vo bn thu gia cng v cc nh cung ng nguyn ph liu

nc ngoi v khng p ng c kp thi s thay i lin tc v mu mt ca

th trng ni a.

* Sn phm mi tthit kCng ty c mi quan h tt vi Vin mt FADIN v cc nh to mu

kh t i i l t thit k M 10


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trin nhng sn phm nh vy. Thm vo , th trng hng smi trung cp gi

c th ni l bo ha nn May 10 phi tnh ti vic pht trin hng cao cp.

C th ni, nhng sn phm cng ty t thit k c kiu dng ph hp vi

ngi Vit Nam, gi thnh khng cao, hp th hiu thi tit, kh hu.Mt khc,

tn dng c cc nguyn liu sn c trn th trng ni a gip doanh nghip

dt trong nc cng i ln gim thiu c chi ph v gi thnh sn phm. Song

nhc im ca sn phm l cht lng khng cao nguyn liu cha p ng

c nhu cu cao ca khch hng, chu k sng sn phm ngn. Mt khc, s

lng cc mu m cng ty thit k cn t v i ng sng to mu thiu v hot

ng nghin cu th trng cha theo kp vi xu hng mu mt.

1.2.2

Chnh sch gi1.2.2.1 Csxc nh gi

Nhm chinh phc th trng ni a cng ty May 10 rt quan tm n

chin lc gi c ca mnh, ch trng ca cng ty l bn gi hp l bn

c nhiu hng v gic khch. Thng thng cng ty da trn yu cu ca

khch hng v kh nng p ng ca cng ty tnh gi v bo gi cho khchhng. Cstnh gi nh sau: Nu l khch hng c, truyn thng, tnh gi da

t b i h hi tit N l kh h h i d t b i


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25

Nhng s liu trn ca phng k thut cng vi s liu ca phng lao

ng nh: nh mc gilao ng trn mt sn phm, i hi trnh tay ngh

th. Phng k ton s dng nhng bo co xc nh chi ph sn xut, gi

thnh sn phm. Gi thnh sn phm l ch tiu gc cng ty xc nh gi. Gi

sn phm ti th trng cn ph thuc vo chi ph khc nh chi ph vn chuyn,

chi ph lu kho, chi ph qun l... Vic xc nh mc gi c kt hp t cc yu

t t l li nhun vi yu t th trng.

1.2.2.2 Cc chin lc v gi

Do c im sn phm ca cng ty l nhng sn phm c cht lng cao

c v cht liu ln kiu dng sn phm, trnh k thut may nn gi sn phm

ca cng ty kh cao.Sn phm tiu th ni a ca cng ty May 10 c 2 loi chnh:

Loi 1: l cc sn phm may theo tiu chun xut khu nhng li tiu th

trong nc. Loi sn phm ny thng c gi kh cao do cht liu vi ngoi

nhp, tiu th trong nc bnh thu cao. B li n c cht lng cao, kiu

dng chun, mu m p c nhiu ngi c thu nhp cao hot ng trong cclnh vc i hi giao tip a chung.

S h l i h i t kh i i


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27

Gi c sn phm c thay i theo chu k sng sn phm, vo cui v

hng ho cn tn nhiu th sn phm c gim gi kch thch tiu th hocem nhng sn phm tn kho v cc vng nng thn bn vi mc gi r. Vo

nhng dip l, tt cng ty c nhng t khuyn mi c bit cho khch hng,

gim gi t 10 - 15% tu theo doanh s m khch gim gi.

- Cnh tranh qua gi:

Hng nm cng ty t chc hi ngh khch hng, mi nhng khch hng

cng nghip tng mua sn phm ca cng ty hoc khch hng tim nng

nhm gi mi quan h v xc tin bn hng th cng ty bn chit khu, ngha l

khi khch hng mua nhiu sc hng mt t l gim gi t 3 - 5% gi tr

mua. Cch bn hng chit khu ca cng ty ging nh thng thng ngha ltrn ho n ngi mua c gi nguyn nhng sau ngi mua nhn mt

phn chit khu t ngi bn v k ho n ca ngi bn.

- Qun l gi

V cc i l v ca hng ca cng ty c hng t l hoa hng theo

doanh s nn mc gi c cng ty qun l rt cht ch, cc i l v ca hngchc bn ng gi ca cng ty t ra ti cc vng c mt h thng qun l

i l i h i t i ti d i b C th


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28

nhng hot ng nhm a ra cc hnh thc knh phn phi hiu qu nht. H

thng knh phn phi ca May 10 hin nay, gm 3 knh ch yu sau:S 1.2: Cc knh phn phi ca cng ty c phn May 10

Knh 1: May 10 trc tip bn cho ngi tiu dng thng qua ca hng

gii thiu sn phm ti cng ty. y l hnh thc phn phi v bn hng trctip, m bo uy tn, cht lng sn phm ca May 10. V ti y, ngi tiu

dng khng phi lo lng mua phi hng gi, hng nhi, hng km cht lng.

Knh 2: Ngi bn l l trung gian gia cng ty v ngi tiu dng.

Ngi bn l ca May 10 thng l i l hoc l ca hng ca cng ty. Hnh thc

phn phi v bn hng ny thy rt r thng qua cc ca hng, i l ca May 10.

Knh 3:y l knh phn phi thng qua hai trung gian. Hin nay, hnh

KNH 2

KNH 3

KNH 1CNGTY CPHN

MAY10

NGITIU

DNG

CUICNG

NGI BN L

BN BUN NGI BN L


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29

phng chi nhnh cng ty May10 ti thnh ph H Ch Minh i vo hot ng t

thng 10/2002 ti 32 L Lai qun I, Tp HCM cng vi ca hng ti trung tmthng mi thng x TAX, i l ti Vng Tu, Nha Trang v 5 i l ti thnh

ph HCM. Hin nay ti trng pha Nam, Cng ty May 10 c 8 chi nhnh:

+ Ch 103 Trn Huy Liu + Ch Tax

+ Ch Maximax + Ch 159 ng 382

+ L BD MART + L BD MART 2

+ L Bao tiu ng Chin Vng Tu + L Bao tin B Tun Nha Trang

Vi chim lnh th trng may mc ti H Ni, cng ty pht trin

c 10 ca hng trong 4 qun ni thnh, c li th v kinh doanh hng may

mc, in hnh nh:- Ca hng 37 Ng Quyn: y l ca hng tiu biu, c u t thit k

v trang tr theo hnh nh ca Cng ty trong phm vi din tch khong 60m2, chnh

v vy n to cm gic mt ca hng bn sn phm cao cp thc s, hn na

khu vc ny tp trung nhiu ca hng bn v gii thiu sn phm ca nhiu doanh

nghip may ln nn thu ht c lng khch rt ln n mua v giao dch.- Ca hng s 6 L thi T: Din tch ca hng khong 35 m2, mt tin

4 t h h i ki h d h h kh h H Ki


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30

Ngoi 3 ca hng ng ch trn 7 ca hng cn li trn a bn 4 qun

ni thnh l:+ Trng Tin Plaza + 78A Trn hng o

+ 14 L Thng Kit + VinCom

+ Ch May 10 + 104 Hunh Thc Khng

+ 42 Hng Vi

Vi mc tiu qung b thng hiu v khuch trng hnh nh ca mnh

trn th trng H Ni, t thng 10/2003, gian hng gii thu v bn sn phm

ca cng ty ti trung tm thng mi Trng Tin PLAZA khai trng v

chnh thc i vo hot ng. Ti y cng ty May10 khng nh c v th

v

ng cp c

a mnh.Cc ca hng bn v gii thiu sn phm May 10 khng ch thc hin vic

bn l m cn thc hin c chc nng giao dch vi khch hng, nm bt v cung

cp thng tin v th trng v cc thng tin khc, gip cho b phn marketing

ln k hoch v thc hin chin lc th trng ca cng ty.

Ti cc ca hng ca Cng ty lun phi c hng ho, nhng sn phmm cng ty May 10 sn xut v xut bn ra th trng, chng kim k v theo

di bit h h h l i b h h l i


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sc cht ch. Cch lm nh vy c u im l m bo hng y nhng gp

phi nhng kh khn nh kh qun l, chi ph vn chuyn ln, gim tnh phihp gia cc ca hng vi nhau.

* Knh i l bn l

Ngoi cc ca hng bn v gii thiu sn phm ca cng ty, hng ho cn

c phn phi bi cc i l bn l. Hin ti cng ty c 104 i l bn l nhng

a strn a bn min Bc, c th:

Bng 1.6: S lng cc i l ca cng ty trn ton quc

Tnh S lng i l Tnh S lng i lBc Kn 1 Nam nh 3Bc Giang 2 Ngh An 2

Bc Ninh 4 Ninh Bnh 2Cao Bng 1 Ph Th 2H Giang 2 Qung Ninh 6H Ni 32 Qung Tr 2H Ty 4 Sn La 3H Tnh 2 Thi Bnh 1Hi Dng 4 Thi Nguyn 3Hi Phng 7 Thanh Ho 5Hng Yn 2 Tuyn Quang 1Ho Bnh 1 Vnh Phc 5


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i l hoa hng

y l hnh thc c p dng t nhng nm trc y, khi m trn thtrng, sn phm ca cng ty May 10 ang c th mnh v hu nh khng c s

cnh tranh no ng k v sn phm mi nhn l smi nam. Hnh thc ny

khng em li hiu qu cao trong kinh doanh, do cng ty phi gnh chu hu ht

ri ro cho i l, hiu qu t hnh thc ny em li cho i l thp (i l c

hng mc hoa hng 7% (trc thu VAT)), do vy trch nhim v tm huyt

hp tc ca i l b hn ch nhiu. Tuy nhin, vi hnh thc ny ch trong mt

thi gian ngn, h thng i l pht trin rt mnh v s lng

Nhc im ng phi kn ca hnh thc ny l lng sn phm tn

ng ti h thng c nhp tr v cng ty (do khng tiu thc) ngy mt

nhiu v b gim cht lng, li mt, khng ng b v mu sc v cvc nn

khng th tiu th tip tc c, cng ty phi gim gi v bn theo phng thc

hng tn. khc phc tnh trng ny Cng ty ra qui ch qun l vn cho h

thng i l hoa hng: vn tn ti cc i l gp 3 ln doanh thu trong thng,

nh gim ng k lng hng tn ng ca i l v cng ty.i l bao tiu

Nh h i h h th i l h h t ht


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33

10 khng sn xut nh tt, m, khn tay, len d. Mt yu cu na ca May

10 i vi cc ca hng, i l, l khong cch gia 2 i l, ca hng phitrn 1km v l ni tp trung ng dn c, thun tin cho vic bun bn.

Vi hnh thc ny, cng ty khng cn phi gnh chu nhng ri ro do i

l em li, hiu qu kinh doanh t c ngay, bn cnh , n cn gn cht v

nng cao c trch nhim ca i l i vi sn phm v khch hng ca Cng

ty, v lc ny, quyn li ca i l gn lin vi cng ty. Hn na, lc ny i l

s nh khch hng v h s phi cn nhc v la chn sn phm kinh doanh

cho tht ph hp vi khch hng khu vc hang phc v, do vy, y l ngun

thng tin tt cng ty ln k hoch sn xut ph hp, kp thi, hn ch lng

hng tn kho.

* Kt qu tiu th ca cc ca hng i l

Bng 1.7: S ca hng, i l sn phm ni a ca May 10

Ch tiu VT 2002 2003 2004 2005 2006S ca hng thuccng ty

CH 13 13 14 17 18

Tng si l L 54 58 65 74 104Doanh thu tng 54,6 60,2 64,7 65,5 77,5



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hng). Vi nhng khch hng thng xuyn, cng ty lun p dng nhng dch

vu i sau bn hng nh t vn, thanh ton chm, u tin sn xut v giaohng trong nhng thi im thi v. Chnh nhnhng chnh sch , rt nhiu

nhng khch hng ln, thng xuyn k hp ng di hn vi cng ty May10

nh: ngnh in lc, ngnh du kh, on thanh nin Vit Nam, ngnh y t

1.2.3.3 Qun l phn phi v bn hng

* Kt qu tiu th ca cng ty giai on 2002-2006

Sn lng hng tiu th cng tng qua cc nm lin tc t nm 2004 n

nm 2006, ring c nm 2003 l gim. Sn lng xut khu tng t nm 2002

n nm 2006 ch tr nm 2003 l c gim i cht. Cn sn lng tiu th

trong nc th lin tc tng t nm 2002 n nm 2004 sau gim dn theo cc

nm. iu ny cho thy th trng trong xut khu c vn nh hn th trng

trong nc song cng c th l do cng ty tp trung nhiu hn vo th trng

nc ngoi nn khng sc cung cp cho th trng trong nc do sc sn xut

c hn.

Bng 1.8: Sn lng hng tiu th n v: chicTh

t Sn phm 2002 2003 2004 2005 2006


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Mc d cng ty ch trng n th trng trong nc th hin sn lng

tiu th ni a tng ln qua cc nm. Tuy nhin sn lng hng tiu th trongnc chim mt t l rt nh so vi sn lng sn phm sn xut ca cng ty,

trong sn lng smi tiu th ni a ch bng 3,9% so vi sn lng xut

khu.

* Qun l phn phi v bn hng

n nay, vn t hng, vn chuyn t kho thnh phm ni a n

ca hng, i l v ngc li c thc hin rt chnh xc. iu ny lm

gim thiu cc nguy c, ri ro v mt hng, cung cp hay trao tr hng km cht

lng, khng phi hng cng ty.

Tuy nhin, mt vn pht sinh cc ca hng, i l, trong vic bn

sn phm, l vic trn hng v vn ny thng xy ra cc i l ca May

10. Trong hp ng cng nh l quy nh ca May 10 cho php cc i l bn

cc mt hng khc nhm tng thu nhp nhng phi l nhng mt hng m

May 10 khng sn xut nh m, gng tay, tt, len d v tuyt i khng

c bn nhng sn phm ca i th cnh tranh ca May 10. kim sot hotng ny, hng nm May 10 c t chc cc cuc thanh tra bt ng, khng bo

t i i h i l l ht hi h h i t h


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th hot ng kim sot, chng hng gi, hng nhi ca May 10 cng rt cht

ch. Hin nay, May 10 ang s dng cc bin php chng hng gi bng sichng hng gi trn nhn chnh, tem chng hng gi trn mc o.

c bit, nhng si chng hng gi v tem chng hng gi ca May 10

u c nhp ngoi, t hng t nc ngoi vi k thut cao, kh lm nhi

c. Trn si chng hng gi c hng ch "Garco 10", v ch c knh chuyn

dng mi c th nhn thy. Cn trn tem chng hng gi c in 7 lp ch "Garco

10" v cng ch c th nhn thy bng knh chuyn dng. y l nhng ci kh

i vi nhng k lm hng gi nhng li cng gy kh khn cho ngi tiu dng

trong vic xc nh sn phm tht, gi. khch hng khng b mua phi hng

gi, hng nhi, hng km cht lng, May 10 ang ph bin rt rng ri cch

nhn bit sn phm trn mng Internet, ti trang web chnh ca cng ty.

1.2.4 Chnh sch xc tin v khuych trng

a sn phm ca May 10 n gn hn vi ngi tiu dng, ngoi hnh

thc thng qua h thng knh phn phi, May 10 cn gii thiu sn phm ca

mnh thng qua cc knh qung co, hi trtrin lm, c bit l hi chtrinlm v cht lng hng tiu dng trong nc v quc t. Hin nay, cc khch

h th bit M 10 th t b t h h


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noQung co qua bo chem li hiu qu tng i cao so vi chi ph b ra

tin hnh qung co.Qung co qua bo ch c nh hng n hu ht mi i tng, tuy

nhin, vic nghin cu tp tnh thi quen tiu dng ca khch hng cn rt hn

ch. May 10 mi ch gii thiu mt cch chung nht v doanh nghip ca mnh,

tnh hnh sn xut qua mt s ch tiu nh tng doanh thu, li nhun, cc khon

np ngn sch, u t xy dng cbn Ni cch khc, cng ty cn cha pht

huy c ni dung qung co qua bo, s sng to ni dung cn hn ch do din

tch nh.

Bn cnh vic s dng cc hnh thc qung co trn bo giy, tp ch cng

ty tin hnh qung co trn bo in t, cc website ca Hip hi dt may(www.vietnamtextile.org.vn), Tng Cng ty dt may (www.vinatex.com) v

website Hng Vit Nam cht lng cao (www.hvnclc.com.vn)... Mt khc cng

ty cng tin hnh xy dng website ca cng ty: www.garco10.com.vn.

Trong xu th ca thi i thng tin th y l knh thng tin c gii tr, nhn

vin vn phng c a chung tuy nhin ni dung website ca cng ty cng

nh ni dung qung co sn phm smi nam trn knh qung co ny cn ngho
http://www.vinatex.com/http://www.vinatex.com/http://www.hvnclc.com.vn/http://www.hvnclc.com.vn/http://www.hvnclc.com.vn/http://www.garco10.com.vn/http://www.garco10.com.vn/http://www.hvnclc.com.vn/http://www.vinatex.com/


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Thng ip qung co m cng ty May 10 mun gi ti khch hng trncc bo, tp ch, hay truyn hnh... l dng ch "...ng cp lun c khng

nh chy trn nn chic smi nam mu vng.

May 10 ... ng cp dc khng nh" l giai on th 3 trong

chng trnh gii php ca Hong gia xy dng v thc hin vi cng ty May

10.

Giai on 1 - khi ngun t nm 1996 vi ch "Sn phm May 10 lm

p cho mi ngi"; Giai on 2 - bt u t thng 2/1998 vi ch "Sn phm

May 10 - Mt nguyn nhn ca s thnh t"; Giai on 3 - Xy dng cc

thng hiu cao cp vi ch " May 10 ... ng cp c khng nh".Chng trnh c bt tay nghin cu, chun b t thng 3/2002 v c chnh

thc a ra th trng thng 11/2002. Sau khi p dng ng b cc hot ng

ca chng trnh. Cc dng sn phm thuc cc thng hiu mi ca May 10

nhanh chng nh hnh v ngy cng pht trin trn th trng.

c bit, ngay sau khi trin khai chng trnh, trong hi ch thi trang

Vit Nam 2002 (thng 12/2002), Pharaon thng hiu smi nam cao cp ca


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Nm 2003, Cng ty May 10 phi hp cng Cng ty Hong gia,thc

hin chng trnh qung co trn truyn hnh, t thng 9/2003 n thng

1/2004.

Bng 1.9: Bng tng kt chng trnh qung co trn truyn hnh ca cngty May 10

T

T

Cc i truyn

hnh

S

bui

Thil

ngpht

Gipht sngT

th

6 ->

Ch nht

Tng thil

ng(giy)

Kinh ph

(VND)1 VTV3 (TH VN) 16 30 12h; 21h; 13h 480 135.750.0002 H Ni 26 30 12h; 21h; 13h 780 108.000.0003 HTV7 (TpHCM) 26 30 12h; 21h;13h 780 192.300.000

Tng 94 2.820 478.450.000Ngun: Ban Marketing

Nhng on phim qung co ny c cht lng hnh nh p, cnh chn

lc, c ngh thut, m thanh thu ht s ch ca ngi xem. Tuy nhin, cht

lng ni dung c thi lng ngn, ni dung cha c o. y l hnh thc

qung co vi kinh ph rt cao do chi ph cho vic xy dng hnh nh, gi pht

sng trn truyn hnh rt cao, thi gian qung co phi ko di v thi lng miln pht sng ngn, do kt cu chng trnh ca i truyn hnh pht lin tc


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2 Thnh ph HCM 2 34.759.545 99.288.909 49.644.454,5

3 Nng 1 15.380.275 34.127.3004 Hi Phng 1 8.590.909 13.217.0915 Cc ni khc 24.289.959

Tng 277.870.407 753.902.300Ngun: Ban Marketing

- Khu vc tham gia cc hi cht doanh thu cao: Cn c vo doanh thu

bnh qun qua cc khu vc, H ni c nh gi l a bn c doanh thu cao

nht.

- Thi im tham gia cc hi cht doanh thu cao: Hu ht cc hi ch

din ra ti cc tnh v thnh ph khc nhau u cn c vo nhng thi im c

ngha no trong nm, ca mi a phng, hai trung tm hi ch ln nhtnc ta ti H ni v Tp H Ch Minh l hai trung tm thu ht nhiu hi ch

nht trong nm, cc hi chca cc nh t chc c uy tn thng la chn cc

thi im cc doanh nghip tham gia va qung b c thng hiu ca

mnh,va c doanh thu cao, nh: hi chXun, hi ch Hng Vit Nam cht

lng cao.

- Chng loi hng: Mt hng ch yu tham gia cc k hi chvn l sn


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Hin nay phng kinh doanh ca cng ty ang c cc chng trnh xc tin

bn hng cho cc khch hng khc nhau tu theo s quan trng ca h, vi mi

loi khch hng, cng ty c cc kiu xc tin bn hng khc nhau:

+ Vi cc khch hng ln th cng ty thng qua vn phng gim gi sn

phm hay c th khuyn mi thm cho khch hng k nhiu hp ng hoc

dng nhng chnh sch u tin nh lm th tc xut hng nhanh, chn nhngmt hng cht lng cao, khi gp trng hp hng li, hng th c thi li d

dng.

+ Vi cc khch hng l, chim t trng nh, cng ty cng c nhng chnh

sch khuyn mi vo thi im tri v. Vi cc khch hng trng im, cng ty

lun c chnh sch quan tm, u i khuyn khch h mua nhiu sn phm

hn. Chng hn cng ty tng c vt tr gi 60.000 ng khi khch hng mua o

smi tr gi t 300.000 ng trln vo dp l Noel.

1.2.4.3. Quan h cng chng v tuyn truyn

Cng ty thng xuyn cng cc ng nghip cc n v khc nh htrng bo b thin tai, qu h trtr em ngho, tr em lang thang, ti trcc


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ng gp phn nh b vo thnh cng ca Hi ngh APEC, ng thi cng l

mt phng cch qung b thng hiu May 10 n cc th trng quc t.

Ngoi ra cng ty cn tham d cc hot ng do do Tp on Dt may t

chc. Chng hn t 29/3 - 2/4/2007 ti Khch sn Sofitel Plaza (H Ni) cng ty

tham d m May 10 do Tp on Dt may phi hp vi Vin mu thi

trang Fadin v Tp ch Mt Vit Nam t chc Tun l thi trang Xun - H2007, vi s tham gia ca nhiu nh thit k ni ting. y l mt hot ng

c t chc thng nin k t nm 2000 n nay, nhm gii thiu nhng xu

hng thi trang mi v khuyn khch sc sng to ca i ng thit k tr Vit

Nam. Trong Tun l, May 10 - vi v tr l mt trong 10 doanh nghip tiu biu

ca ngnh cng nghip dt may Vit Nam nm 2006 - c la chn i din

cho khi doanh nghip Nh nc tham d Tun l nm nay. S kin mang tn

m May 10 c t chc vo ti 31/3/2007 ti sn khu ln ca Khch sn

Sofitel Plaza, vi 6 b su tp thi trang mi nht ca cc nh thit k: Quang

Huy, c Hi, Lan Phng, Thu Loan, Thng Huyn, v Vit H. i ngthit k ca May 10 tham gia cuc thi ln ny u l nhng nh thit k chuyn


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1.3.1 Kt qut c

Mt l, Sn phm smi ca cng ty May 10 cht lng tt t c nhiu

gii thng v cht lng qua cc k hi ch, trin lm. Sn phm smi ca

cng ty bit kt hp gia nhu cu th trng v cc th mnh ca mnh t

c nhng thnh cng nht nh trong hot ng kinh doanh ca mnh vi s

phong ph v a dng v cht liu, kiu dng, mu m, mu sc, c uy tntrn th trng v c ngi tiu dng u chung nh: Pharaon, BigMan,.......

Trong , nhn hiu Pharaon l tuyn sn phm em li doanh thu kh cao cho

cng ty.

Dch v khch hng c cng ty quan tm v ci tin i mi. Nh

m sn phm ca cng ty c phn May 10 khng nh c v th ca mnh

vi rt nhiu loi sn phm c khch hng trong v ngoi nc bit n.

Nhn hiu cc sn phm ca cng ty c phn May 10 c ly tn ca

nhng nhn vt nc ngoi ni ting to cho sn phm v lch lm, sang trng v

khng nh c ng cp ca mt sn phm danh ting.Cng ty May 10 c nhiu c gng trong thit k mu mt, vic thit k

c thc hin trn mt h thng my vi tnh Cng ty cng c nhiu mu cho


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Cng ty, c quyt tm xy dng th trng, cng tc bo hnh, bo tr, cng,

tuyn truyn, nm bt thng tin... c h thng knh phn phi thc hin ttBn l, hot ng xc tin v khuych trng c cng ty ch trng

em li hiu qu cao trong cng tc y mnh hot ng kinh doanh.

Vic la chn cc knh truyn thng xc tin ca cng ty trong thi gian

qua: cng ty nhn thy knh truyn thng trc tip gip cho cc nhn vin ca

cng ty nhn c thng tin cu khch hng mt cch nhanh chng v rt thun

li trong vic bn hng qua in thoi, th t. Nhng thng tin ny mang tnh

cht xc thc nht, l nhng nhn xt ca khch hng v sn phm ca cng

ty, t cng ty c th bit sn phm ca mnh c u thim no v im

no cn khc phc.

1.3.2 Hn ch

Thnht, Sn phm ca cng ty cha a dng, mi chp ng mt on

thi trng. Cng ty cha c kh nng p ng cc nhu cu thay i mt ma v

m ch c cc sn phm tng i n nh, gi c ca cng ty cn tng i cao.

Cht lng sn phm ca cng ty c nh gi l cao nhng cha thcs thong i vi mi i tng khch hng bi ccu cht lng sn phm


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nc hin nay ch yu da theo cc mu hng gia cng xut khu cho nc

ngoi ti cng ty v cc sn phm may mc ng n khch tri ni th trng.

Thhai, gi c vn cn cao vi i a s ngi tiu dng, c bit l i

vi i ng cng chc nh nc. Cha thc hin c a dng ho gi c, vic

nh gi vn chn thun da trn chi ph.

Thba, cng ty cha tn dng ht th mnh ca uy tn doanh nghip. Slng cc ca hng, i l tng nhanh nhng phn b khng u, tp trung qu

ln min Bc, cn b hp trn a bn H Ni v mt s tnh pha Bc nh Hi

Phng, Qung Ninh, Thi BnhKhu vc min Trung v min Nam tuy c

tip cn nhng cha c pht trin thong mc d y l nhng th trng

rt tim nng. iu ny gy nn s mt cn i v i khi to ra c s cnh tranh

bn gia cc i l trn cng mt a bn.

Cng tc tiu th hng ho gp nhiu kh khn do: Hng ho tn kho sp

xp cha c khoa hc, cc i l cn gp nhiu kh khn v chon hng. Vic

phn phi hng ho i khi khng p ng ng thi gian giao hng, khngng, khng chng loi hng ho. Bo qun cht lng sn phm, vt t hng


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Cng tc qun l th trng cn lng lo, trn th trng cn c nhiu sn

phm nhi mang tn cng ty nhng cht lng khng m bo lm mt uy tn

ca cng ty. Mt khc, vic qun l cc ca hng i l ca cng ty cn n

gin, cha c nhng rng buc c thi vi h, c nhiu i l mn danh

ting ca cng ty tiu th sn phm ca cng ty khc.

Tinh thn phc v, cung cp thng tin cho khch hng, ly thng tin tkhch hng ca nhn vin ca hng cn yu.

Tht,xc tin hn hp vn cha th hin c vai tr l cu ni thng

tin gia doanh nghip vi khch hng. Cc hot ng xc tin mang tnh cht t

pht nhiu hn l mt hot ng c nh hng c th. Cc hot ng cn n

gin, khng mang tnh cht l mt cng c ca Marketing mix.

La chn thit k thng ip truyn thng xc tin thng mi cha m t

y cc c trng, c tnh ca sn phm, cng nh cc c tnh cn nhn

mnh v cha c tin hnh thng xuyn. Cng ty ch yu da vo cc

phng tin qung co v tuyn truyn nhng khng s dng rng ri m ch tptrung vo mt s phng tin nh: truyn hnh, tp ch Thi trang v cuc sng,


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1.3.3 Nguyn nhn hn ch

Thnht, vic nhn thc v chin lc marketing cnh tranh ca Ban lnh

o Cng ty cn chung chung dn n xy dng mt chin lc marketing thiu

cht ch. Vic t chc trin khai chin lc marketing, cng nh t chc thc

hin cc gii php marketing cha c ng b, s phi hp cc b phn khc

nh ti chnh, sn xut cha c sn khp.Th hai, vic thu thp thng tin, nghin cu th trng, nghin cu

marketing, phn tch c hi Marketing ca sn phm o smi nam cha c

quan tm ng mc.

Cng tc th trng cn ssi, hot ng hiu qu ch cao, cc thng tin

vi th cnh tranh v cc bin php i ph lu di cha c. Cng ty cha coi

vic qung co l mt cng c khuych trng thc s. Vic cnh tranh ca

cng ty ch nhm mc ch tiu th ch cha nhm xy dng mt hnh nh thc

s v mnh.

Do ch trng n th trng nc ngoi trong mt thi gian di nn vicla chn, s dng cc phng tin vn cn t v n gin cha ph hp vi


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Th t, gio dc thc cht lng cho cc nhn vin phn phi v bn

hng cha trit dn n nhn thc ca nhn vin phn phi v bn hng v

cht lng trong chnh cng vic ca h cn hn ch, vai tr ca lnh o cha

pht huy mnh m ti khu ny.

Cng ty cha nh gi cao vic p dng m hnh qun l quan h khch

hng (CRM) vo trong qu trnh phn phi v bn hng ca mnh. V vy, vicgii quyt cc vn lin quan n khch hng cn gp nhiu kh khn v mt

rt nhiu thi gian.

Cng tc chun b sn xut cn yu, hng ho sn xut khng kp thi do:

Sn xut i khi cn ph thuc vo hng xut khu nn khng chng c

hng kinh doanh trong nc; Trnh nng lc qun l ca cn b phng cn

hn ch k thut qun l cha tt, lm vic thiu phng php, thiu s qun

xuyn; Kho tng xp xp cha hp l, khng khoa hc dn n vic cp pht

hiu qu thp.

Cng tc bo qun, vn chuyn, sp xp cc sn phm hng ho angtrong qu trnh d tr hoc hng ho tn ti cc ca hng vn cha c quan


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hoch v bi bn. Hot ng kim tra Marketing khng r, m ch dng li

vic kim tra k hoch qu, nm v mt s ch tiu nh li nhun, tiu th. Cng

ty cng tin hnh kim tra nh gi kh nng sinh li thc t ca cc nhm sn

phm, cc knh phn phi v quy m n hng, tuy nhin hot ng kim tra

chin lc Marketing xem c ph hp vi tnh hnh th trng na khng th

hin ti l cha trin khai c.Cc hot ng qun l cht lng trong phn phi v bn hng cn cha

r rng, c th, mt s hot ng cha c quy nh thnh vn bn, cha c k

hoch c th, khng c t chc. Cc hot ng ny thng khng phi do nhn

vin phng QA m nhim m l do t thanh tra c thnh lp khi c k hoch

thanh, kim tra, thng th t kim tra ny l do nhn vin phng kinh doanh

m nhim. Nh vy, quyn hn v trch nhim ca phng QA trong hot ng

ny s khng c, d dn n s chng cho, kh khn trong vic gii quyt cc

vn pht sinh.


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Chng II

PHN TCH CC YU T CHI PHI N MARKETING HN HPI VI SN PHM O SMI NAM CA CNG TY CP MAY 10

2.1 C IM SN PHM, THTRNG V KHCH HNG

2.1.1 c im sn phm o smi nam

o smi nam l sn phm may mc c tnh thi trang v thm m cao ph

hp vi th hiu ca ngi tiu dng, c x hi tha nhn. Ngoi tnh thi

trang v thm m o smi cn c tnh nng bo v sc kho con ngi: trnh

nng, bi v vi sinh vt, khng hi n da ngi s dng, c th s dng lm

trang phc cng s, mc khi i lm, i chi hoc lm o ng phc v bo h lao

ng, o c thit k d cng v lm vic.

Vic sn xut sn phm o smi nam c cht lng cao nht l nhng

hng cao cp i hi phi c y trang thit b chuyn dng v cng ngh tin

tin nh: my dp mex, my p mex, my l p c... Bn cnh nhng yu cu v

thit b nhng sn phm smi nam cng i hi yu cu cao v chun thng

s o: c tiu chun theo tng nc v tng khu vc, Vit Nam p dng mtthng s chun ring. C bit vi nhng nhm khch hng bo hoc gy th phi

h bit C ht l hi h h i t i


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Khi ng gi sn phm: phi gic dng c v mng sc, khi ng gi

phi c ba v nha gi dng, khi ng gi phi th hin c tt c cc chitit cbn v size ca sn phm cho ngi tiu dng quan st v so snh.

2.1.2 c im th trng - khch hng

2.1.2.1 Phn on thtrng.

th trng trong nc, sn phm ca Cng ty ch yu c tiu th

min Bc vi doanh thu tiu th trn th trng ny lun chim trn 50% tng

thu trn th trng trong nc. Mc tiu th trn th trng ny ln v mc sng

ca ngi dn kh cao, mt khc sn phm ca Cng ty sm c uy tn vi khch

hng, trn khu vc th trng ny so cc i th cnh tranh ca cng ty Min

Bc nh May c Giang, May Thng Long.

Khu vc th trng min Trung: i vi Cng ty y l khu vc th trng

c sc mua thp, doanh thu tiu th thp, mng li tiu th ca Cng ty vn

cha pht trin ti y.

Khu vc th trng min Nam: c sc mua ln, nhu cu phong ph a

dng, doanh thu tiu th ca Cng ty ti khu vc th trng ny ng th hai saumin Bc. Tuy vy, trn khu vc th trng ny, Cng ty phi cnh tranh vi rt

hi i th h t h Vit Ti A Ph Nh B Kt ti


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Nh vy th trng Min Bc l th trng chnh ca cng ty chim hn

70% doanh thu tiu th, tp trung ch yu cc thnh ph ln v cc khu cngnghip nh Hi Phng, Qung Ninh v c bit l H Ni. Cng ty chn th

trng H Ni vi sn phm mi nhn l smi nam nhm mc ch chim lnh

th trng ny ri pht trin mrng sang cc th trng khc v H Ni l trung

tm vn ha chnh tr x hi ca c nc ng thi cng l ni tp trung ng

dn s. thy r hn doanh thu m cng ty t c trn th trng trng im

ny chng ta i vo phn tch bng thng k ch tiu doanh thu tiu th sn phm

o smi nam trn th trng ni a v a bn H Ni sau:

Bng 2.2: Bng k t trng doanh thu o smi nam trn th trng H Ni

NmDoanh thu ni

a (Tr)DT smi nam ti thtrng H Ni (Tr)

T trng doanh thu cath trng H Ni (%)

2002 51.406 26.522 51.592003 59.170 30.200 51.042004 64.700 40.252 62.642005 95.214 53.681 56,382006 139.241 70.191 50,41



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Nam. Lc ny cng ty phi nh gi cc on th trng khc nhau v quyt

nh ly bao nhiu on th trng v nhng on th trng no lm mc tiu.Vi th trng ni a cng ty c phn May 10 phn on th trng mc tiu

thng qua hai tiu ch l i tng s dng sn phm v a l. c th pht

trin v mrng hn na vo khu vc ny, Cng ty cn phi tin hnh tng hp

nhiu bin php nhy mnh hot ng marketing, cng tc thit k mu m

mi mong p ng c th hiu a dng ca th trng ny.

2.1.2.2 La chn thtrng mc tiu

Nu tnh theo lng dn s sng thnh th th nc ta c 25,5 triu ngi

sng thnh th, trong s ngi trong tui t 2055 chim 51% tng

ng vi 13 triu ngi c mc chi tiu nhiu nht chim 70,3% mc chi tiu ca

dn s, lng chi tiu mt thng t 500 nghn n 1 triu ng/thng, mc chi

tiu cho may mc (c tnh) 2 triu ng/ nm. Th trng muc tiu ca Cng ty

l nhng ngi c thu nhp bnh dn trln do vy c tnh 13 triu ngi ny

chi tiu cho may mc s l 26.000 tng/ nm* Khu vc pha bc


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+ tui t 2055 chim 6,34 triu ngi; lng o smi tiu th t

1,51,8 triu chic/ thng;+ tui t 10 19 chim 2,76 triu ngi; lng o s mi tiu th

khong 1 triu chic/ thng;

+ tui t 55 59 chim 364.000 ngi; lng o s mi tiu th

khong 90.000 chic/ thng;

D tnh tc tng trng trung bnh 13%/ nm, theo d tnh nh trn

th khch hng mc tiu ca chng ta s nm trong tui t 10 55 tui c

mc tiu th o smi nhiu nht trung bnh khong 2,52,8 triu chic/thng

v qun u t 1,72,2 triu chic/thng.

* Khu vc pha nam

- Dn s sng thnh th l 13 triu ngi

+ tui t 2055 chim 51% tng ng 6,63 triu ngi, mc chi ph

cho may mc l 2 triu ng/nm.

+ tui t 10 19 chim 22,2% tng ng 2,89 triu ngi, mc chitiu cho may mc 1 triu ng/nm.


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+ tui t 5559 chim 364.000 ngi; lng o smi tiu th khong

90.000 chic/ thng;D tnh tc tng trng trung bnh 13%/ nm, theo d tnh nh trn

th khch hng mc tiu ca chng ta s nm trong tui t 10 55 tui c

mc tiu th o smi nhiu nht trung bnh khong 2,63 triu chic/ thng

Nhng khch hng ny khng ch quan tm n cht lng, gi thnh m

cn quan tm n hnh thc mu m, bao gi v cc dch v sau bn. Nhng

khch hng l cc t chc th sn phm cung ng l sn phm may mc ng b

v cht liu, mu m, mu sc, to ra tnh thm mng thi vn th hin c

thi lm vic nghim tc, lch s trong cquan, cng s, n v qun i, s

hn nhin mang tnh gio dc qun o hc sinh tiu hc. Kt hp vi cc iu

kin u i, danh ting v cht lng sn phm, May 10 c c mt si

tng khch hng nh kh thng xuyn l hc sinh cc trng trung hc, ph

thng, cn b trc thuc cc ngnh du kh, ngn hng,... Cc sn phm ch yu

m cng ty cung cp l o smi ng phc, qun o bo h v mt s dngchuyn dng khc. Cng ty cung cp rt nhiu ng phc cho cc t chc c


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Bn cnh , khch hng ca cng ty l nhng ngi tiu dng cui cng

ch yu l thanh nin v trn thanh nin c th l gii cng chc hay nhngngi c thu nhp trung bnh...Sn phm ca cng ty ch yu l thi trang cng

schim phn ln vi cc mu sc, kiu dng khc nhau rt a dng thu ht

c nhiu khch hng. Khch hng tiu dng cui cng thng chim t trng

nh song cng ty cng c nhng chnh sch khuyn mi vo thi im tri v.

2.1.2.3 Hnh vi mua hng

Hng may mc khng chn thun p ng nhu cu bo v m cn p

ng nhu cu lm p, nhu cu nng cao a v x hi. Xu hng tiu dng trong

th trng thi trang hin nay phn nh rt r rt theo tng nhm i tng

ngi tiu dng. a s ngi tiu dng hin nay u thch chn qun o may sn

hn n tim v cc l do: khng c thi gian mua vi ri chn kiu, chmay,

mc th, chnh sa... Khc vi trc, gi y ngi tiu dng gn nh

nghing hn v thi trang may sn v sa dng ca th trng may mc v tm

l "n chc mc bn" khng cn l tiu ch hng u m "p, thi trang, gi cphi chng" trthnh tt yu trong xu hng tiu dng hin nay.


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NEM, An Phc, Nh B v May 10. Truyn hnh v bo ch cha c cc nh

sn xut khai thc mnh qung b thng hiu n ngi tiu dng. Ngitiu dng nhn bit nhn hiu trang phc cng s thng qua h thng cc ca

hng trn ng, qua bn b v ngi thn. Nhn chung, ngi tiu dng phn

khc th trng trang phc cng s t ra... trung thnh vi nhn hiu ang s

dng, bng chng l 60% s ngi c hi cho bit khng c nh s dng

nhn hiu mi trong tng lai. Tuy nhin, vn c s khc bit gia ngi tiu

dng H Ni v Tp.HCM v mc trung thnh vi nhn hiu ang s dng:

82% ngi tiu dng Tp.HCM cho bit khng dnh i nhn hiu s dng

trong tng lai, trong khi H Ni t l ny l 39%. ng ch l t l ngi

tiu dng s dng th cc nhn hiu khng cao (cao nht l Vit Tin vi 55%).

iu ny c th do s hin din ca cc ca hng phn phi cha nhiu nn

ngi tiu dng t c chi dng th; mc trung thnh vi thng hiu ang

s dng cao, do lin quan n gu n mc ca ngi tiu dng. Mc gi trung

bnh cho mt b trang phc cng skhong 350.000 ng/b. Tuy nhin, mcgi trung bnh hp l i vi ngi tiu dng l khong 300.000 ng/b. Mc


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chung n mc p nhng khng qu khc ngi; trong khi ngi H Ni li

ch trng n s khc bit, c tnh trong li n mc. Khc bit gii tnh cng dnn nhng quan im khc nhau v thi trang. Nam gii cho rng thi trang cn

phi bt kp thi i, to s t tin, ph hp vi vc ngi v iu kin lm

vic. Vi ph n th ngoi nhng yu t kng ln bi yu t thi trang theo

ma (84%). Ngi H Ni thng c thi quen mua qun o ti cc ca hng

kinh doanh mt hay nhiu nhn hiu, trong khi ngi tiu dng Tp.HCM c v

d tnh hn khi t l mua cc sn phm may mc ti siu th cao gp ba ln so

vi H Ni. Kt qu kho st cng cho thy nam ch yu mua sn phm may

mc ti cc ca hng bn duy nht mt nhn hiu (58%). Trong khi , ph n

li thch n cc ca hng qun o kinh doanh cng lc nhiu nhn hiu thi

trang hn nam gii.

2.1.2.4 nh vsn phm smi nam ca cng ty trn thtrng ni a

Phn khc th trng theo cp (tcao n thp) ca sn phm o

smi nam ca cc doanh nghip may trn th trng:* Phn khc thtrng theo khu vc a l


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Cp 3: Nh B, Artex,

Cp 4: May 10, Vit Thng, Ty , Hng Trung Quc,Cp 5: Cc cng ty may a phng, cng ty lin doanh,

Cp 6: Hng bnh dn, hng ch, hng nhi, hng r tin t Trung Quc

* Phn khc thtrng theo tui, gii tnh

- T ssinh19 tui

Cp 1: Hng ngoi nhp cao cp, hng cao cp

Cp 2: Vit Tin, An Phc, Nh B,

Cp 3: Thng Long, Phng ng, Vit Thng, Ty ,

Cp 4: May 10, cc cng ty may a phng, cng ty lin doanh,

- T 2055 tui

Cp 1: Hng ngoi nhp cao cp, hng cao cp

Cp 2: An Phc, Vit Tin, May 10, Nh B

Cp 3: Thng Long, Phng ng, c Giang, Ty , Vit Thng, Trung

QucCp 4: Cc cng ty may a phng, cng ty lin doanh,


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- T 120.000180.000: Vit Tin, Nh B, May10, Thng Long, Phng

ng, c Giang, Ty , Vit Thng, Trung Quc, Chim (47%) th phn- T 50.000120.000: Hng a phng, hng ch, hng nh, hng TQ r

tin, chim (30%) th phn.


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S 2.1: Snh v sn phm smi nam trn th trng

Mc gi

Cng tyNhn vo snh v thng hiu ta thy thng hiu May10 nm trong

khong (CA) vi mc gi t 120.000500.000 trln

Chng ta cng c th xy dng thng hiu May10 theo gi bn v v

Vit Tin, Nh B, M10,Artex

A5%

B 15%

C 50%

D 30%

Hng cao cp

An Phc, Vit Tin, NhB, M10. Artex

Vit Tin, Nh B, M10,Vit Thng, TQ, Thng

Lon

Hng ch,hng nhi

120.0

180.0

280.000

500.000

80.000


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Gi bn

2.2 NH HNG CA CC YU T MI TRNG MARKETING2.2.1 Cc yu t thuc mi trng vi m

C l l b

Hng

Vit Tin

May10

Nh B, ThngLong

Cng Ty

Cc Cng Ty may

a phng, lindoanh, TQHng km CL,hng nhi, TQ


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Bng 2.3: Ccu lao ngn v: Ngi

Ch tiuNm2002

Nm2003

Nm2004

Nm2005

Nm2006

I/ Tng lao ng 3516 3819 4705 5670 6597

II/ Theo tnh cht lao ng1. Lao ng trc tip 2812 3149 4369 5012 59532. Lao ng gin tip 704 670 664 658 644III/ Theo trnh 1. i hc, cao ng 216 289 315 303 3812. Trung cp 105 150 147 145 152

3. Cng nhn sn xut 3195 3380 4243 5222 6064IV/ Theo gii tnh1. N 2468 2864 3669 4536 52772. Nam 1048 955 1036 1134 1320V/ Theo khu vc1. H Ni 1406 1336 1411 1134 989

2. Cc tnh khc 2110 2483 3294 4536 5608Ngun:

B li t h th t 2002 2006 l l


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cng ty, l doanh nghip chuyn sn xut hng may mc i hi s kho lo, cn

thn v t m ca n gii. Mt khc, lc lng lao ng ca cng ty c tui bnhqun cao, tui trung bnh l 35-40 tui do cng ty c hnh thnh kh lu vi s

ng i ng lao ng lu nm, gn b vi cng ty. iu ny gip cng ty c

c i ng lao ng c tm huyt, trung thnh v c kinh nghim. Tuy nhin,

n cng c nhng mt hn ch l s hn ch v trnh tay ngh, k nng,

sc kho c th nm bt, s dng nhng k thut mi, s qun l mi. Trong

thi gian ti cng ty phi tr ho lc lng lao ng ca mnh c th bt kp

xu hng mi, p ng yu cu t ra trong thi k mi.

- Vcht lng lao ng: Cng ty u t mrng Trng o to cng

nhn k thut may v thi trang. Trong 3 nm qua, Trng ny o to mi

1.846 cng nhn k thut may v o to nng cao tay ngh cho 1.868 cng nhn

may, ct, l, ckh, b sung cho cc x nghip may; t chc o to nng cao

nng lc qun l cho i ng t trng v trng dy chuyn sn xut; phi hp

vi cc trng i hc Bch khoa H Ni, i hc M thut Cng nghip HNi o to cc kho i hc ti chc cc chuyn ngnh cng ngh may, qun tr


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T trng(%) 5,2 14,1 29,4 29,2 15,7 6,4

Ngun: phng hnh chnh tng hpNh vy, a s cng nhn ca cng ty c tay ngh khng cao. Tng theo

bc th l s gim dn s lng cng nhn. Lao ng lnh ngh ca cng ty

chim mt t l rt nh. Sdtrnh tay ngh ca cng nhn May 10 khng

cao l do c th ca cng ty: Cng ty sn xut sn phm khng i hi nhiu

cht xm, khng i hi phc tp cao. Nh cng ty c th tit kim c

chi ph tin lng gp phn h gi thnh sn phm.

- Vi ng thit k: Tuy nhng sn phm ca May l0 xut khu i

nhiu nc trn th gii v c khch hng rt tn nhim, nhng ch yu vn l

gia cng, v thit k v thng hiu ca khch hng. Cn nhng sn phm doMay 10 t thit k vn cn rt khim tn, y l im hn ch m May l0 ang

tp trung u t khc phc. phc v cho hi nhp v quyt thng trong cuc

cnh tranh ny, hin nay, May 10 u t mt phng thit k kh hin i,

ng thi tuyn 4 nh thit k chuyn nghip v lm vic. l cc nh thit

k Quang Huy, c Hi, Vit H v Thng Huyn. H l nhng nh thit k

chuyn nghip tng tham gia nhiu cuc thi v thit k thi trang c t


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(hin nay l qun Long Bin - H Ni) c nm x nghip vi nh ca khang

trang, c cc dy chuyn ct may, git hon thin, h thng l hi, l thi gp otng... vo loi hin i nht ti thi im ny ca th gii. n nay, Cng ty

May 10 cng t chc xy dng mi, tip nhn v ci to nng cp 8 x nghip

may mc ti Hi Phng, Thi Bnh, Nam nh, Thanh Ho, Qung Bnh vi hn

3.000 cng nhn, trong c x nghip May Bm Sn (Thanh Ho) lm n thua

l nhiu nm chuyn v cho Cng ty qun l, sau hn mt nm t chc li sn

xut v i mi thit b, cng ngh chn ng c l; t qu 4 nm nay

c li. Cho n nay cng ty c cc h thng my mc thit b ch yu:

- H thng thit b chuyn nghip CAD/CAM ca hng SCHMIDT- M

v LECTRASYSTEM- CH Php dng thit k thi trang, thit k mu, truy

nhp mu v gic ct.

- My kim tra vi MANSANG- Hng Kng dng kim tra li vi v

chiu di cun vi trc khi a vo sn xut.

- Cc loi my p mex KANNEGIESSER- CHLB c, p thy lc theophng thng ng vi h thng lm lnh cng sut cao, m bo kt dnh tt

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- Vcng ngh: Cng vi h thng my mc thit b l cng ngh sn xut

sn phm. to ra mt sn phm may mc hon chnh cn rt nhiu cng onsong c th tm li gm qu trnh sn xut sn phm v qu trnh ph tr.

S 2.2 : Qui trnh sn xut o smi nam

Thit k muGic s mu

Ct

MayTha nh

Thu

Kim tra cht lngSP

In

Git miGit mm

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Quy trnh sn xut chnh

Quy trnh sn xut ph+ Khu thit k mu do phng k thut ca Cng ty m nhn, c nhim

v nghin cu thit k sn phm theo ng yu cu ca khch hng t, sau

lp rp ln ba cng.

Quy trnh thit kc kim sot nghim ngt da trn csnh gi

nng lc, thit b cng ngh sn xut v p ng yu cu k thut, tin

giao hng cng nh tnh kinh t m sn phm mi em li. May 10 cng l mt

trong s t cc doanh nghip dt may a CAD CAM (ch vit tt ca

Computer Added DesignComputer Added ManufacturingMy tnh trgip

thit k v sn xut) vo s dng trong cng nghip may mc, thc hin ccchc nng nh v phc tho, m t cht liu vi, to ra bn v k thut y ,

thit k thng ln ngi tht, trng by hng.

+ Chun b cc nguyn vt liu u vo nh vi, ch, mex, cc, trong

vi l nguyn liu chnh. Nguyn liu c a n cng on ct thnh nhngming vi. Sau c chuyn n cng on thu in nu cn, nh thu hnh

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Ton b qui trnh c hin i ho v chuyn mn ho rt cao, gia cc

giai on cng ngh c s phi hp nhp nhng, ng b. Mi cng on trongquy trnh u l mt mt xch quan trng t c thit k, to nn gi tr

s dng v cht lng sn phm nhm tha mn nhu cu khch hng.

*c im vti chnh

May 10 hin ang l cng ty c phn vi s vn ngn sch chim mt t

trng kh ln trong tng ngun vn ca cng ty (51%). Hng nm cng ty cng

tch ly b sung vn t li nhun v huy ng vn c phn t ngi lao ng

dn n vn ca cng ty lin tc tng.

Bng 2.5: Ccu vn

n v: Triu ngCh tiu 2002 2003 2004 2005 2006

Vn iu l 40.000 40.000 45.000 54.000 54.000

Vn kinh doanh 4.278 4.345 4.987 5.595 12.204

Qu DPTC 2.070 1.090 527 413 873

Qu phc li 2.103 2.549 2.679 3.517 4.249

Li li 987 1.175 1.207 1.390 6.480

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Ngun vn ca doanh nghip c huy ng t nhiu ngun khc nhau

nh vn kinh doanh, cc ngun qu, li nhun cha phn phi, vay di hn, vayngn hn, vn c phn huy ng t cn b cng nhn vin. Cng ty s dng vn

vay nhiu hn vn t c. iu ny th hin tnh nng ng ca cng ty trong

vic s dng vn i vay ch yu u t pht trin, u t dy truyn cng

ngh, xy dng cbn m bo tnh hiu qu trong sn xut. Vn lu ng

doanh nghip tranh th cc ngun vn vay vi li sut thp v y nhanh tc

quay vng vn, nng cao hiu qu sn xut kinh doanh. Trong khi vn t c

c s dng lm vn kinh doanh, lm cc qu, cc ngun kinh ph, qu d

phngm bo gim bt nguy cri ro trong k hoch sn xut.

Tuy nhin, vic s dng vn i vay cng s gy khng t trngi cho May10. Th nht, li sut lm tng chi ph, tng gi thnh sn phm. Th hai, khng

n nh, d gp ri ro nh thu hi vn hay thiu vn, lm sn xut b ngng tr,

nh hng n k hoch sn xut nh mt uy tn vi khch hng v giao hng

chmkh c th huy ng lun khi cn thit.

2.2.1.2 Cc nh cung ng

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Weaving Co.ltd (Thi Lan).Ngoi ra, cn c mt s nh cung cp nguyn liu

ni a cho May 10 nh: Cng ty TNHH Dt Choongnam Vit Nam (ng Nai),Cng ty Pangrim (Vit Tr - Ph Th). Vi mt phng hng pht trin m

rng ra th trng nc ngoi, phc v th trng quc t l chnh, xm nhp vo

cc th trng kh tnh khng nh mnh, thc y May 10 phi c gng,

n lc rt nhiu. V iu ny dn n tt yu cc nguyn liu ca May 10 cng

cn phi t tiu chun. Do vy, hu ht (ti 80%) nguyn liu ca May 10 c

nhp t nc ngoi. y l mt thun li cho cng ty CP May 10 c c sn

phm tt, cht lng cao, c khch hng quc tn nhn. Khng nhng th

ph liu cng c nhp t nc ngoi. Nh cung cp ph liu chnh ca cng ty

CP May 10 l Wendler Interlining H.K.ltd (Hng Kng), Hingloong Trading Co.(Hng Kng). Trong nc, cng ty thng mua t cc nh cung cp: Cng ty

TNHH SX - TM Nht Li (Q6 - TpHCM), Cng ty TNHH Song To (Q1), Cng

ty TNHH SX - TM Cm Pht (Q.Tn Ph). Ph liu phn ln c nhp khu,

v th cng gy khng t kh khn cho May 10 v vn vn chuyn, gi thnh.

Bng 2.6: Cc loi nguyn, ph liu ch yu

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3 Hm hp chic 1

Ngun: Phng Khoch gii quyt nhng kh khn , hin nay May 10 ang c gng tm

kim, khai thc cc nh cung ng ni a tim nng, u t pht trin dy chuyn

sn xut nguyn ph liu (t cung ng). y l mt trong nhng gii php kh

hiu qu. Tuy nhin, vic t cung ng s gy kh khn ln cho May 10: u t

mt khon tin ln ng thi li c ri ro cao khi t sn xut nguyn ph liu.

Bn cnh , mt thc t cho thy, cht lng vi ca Vit Nam cha t c

cc tiu chun quc t. V vy, vic tm kim th trng nguyn ph liu ni a

l rt kh. Chnh v th, cng ty CP May 10 cn phi c nhng nh hng ng

n, cng nh c mt k hoch lu di v hon thin.2.2.1.3 Cc trung gian marketing

Cc trung gian marketing bao gm h thng cc i l, cc nh phn phi,

cc ca hng, hng vai tr c bit quan trng trong qu trnh tiu th sn

phm, tc ng cc chnh sch marketing ti ngi tiu dng cung nh tip

nhn cc phn hi t ngi tiu dng. i vi sn phm may mc, p ng nhu

cu ph bin rng ln ca cc i tng tiu dng cc khu vc a l khc

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73

trin mnh m, chnh sch mca ca Nh nc to iu kin cho cc doanh

nghip pht huy tim nng sn c ca mnh. Vi mc sng v thu nhp cangi dn tng ln lm cho nhu cu tiu dng hng ho tng theo.

Tiu dng ca Vit Nam cng tng trng mc kh. Trong 5 nm

qua, kinh t Vit Nam tng trng trung bnh 7,5%/nm, trong khi tiu dng

tng 7,7%/nm. iu ny chng t khi nn kinh t tng trng lu di v n

nh, thu nhp ca ngi dn tng nn h an tm hn, tm l Tch cc phng

c cng gim bt. Theo B Thng mi, hin nay, t l qu tiu dng cui

cng (l cn trn ca tng mc bn l hng ho) so vi GDP ca Vit

Nam ang thuc loi cao so vi cc nc trong khu vc (trn 70%), trong khi

ca Singapore l 55,9%, Malaysia 58,2% v Thi-lan 67,7%... D bo giai on2006 - 2010, tng mc bn l hng ho chim khong 80% qu tiu dng cui

cng.

Bn cnh , mc chi tiu gia cc vng c s thay i. Theo iu

tra ca Trung tm Nghin cu ngi tiu dng v doanh nghip (Bo Si Gn

tip th) tin hnh iu tra 660 ngi tiu dng c tui t 18 n 50

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tng ca TP.H Ch Minh trong thi gian gn y. Kt quiu tra ca Trung

tm Nghin cu ngi tiu dng v doanh nghip c nu trong bng di y:Bng 2.7: Mc tiu dng Tp H Ch Minh v H Ni

TT Khon chitiu

TP.H Ch Minh H NiS ln S tin S

tin/lnS ln S tin S

tin/ln

1 Du lch trongnc 1,92 2,609 1.358 1,71 3.962 2.322

2 Du lch ncngoi

1,00 8,772 8.772 1,17 14.875 12.750

3 Mua qun o,m phm

3,85 1,788 464 7,32 2.206 302

4 Mua thit b

ni tht

1,28 4.974 3.760 1,24 5.873 4.736

5 Mua SP int

1,48 4.744 3.197 1,26 4.625 3.676

6 Dch v y t,sc kho

3,38 1.208 358 3,16 1.039 329

7 Mua cc SP

dch v khc

1,64 38.892 23.715 1,83 52.533 28.655

Ngun: Trung tm nghin cu ngi tiu dng v doanh nghip

Qua bng trn ta c th thy trong hu ht cc khon chi tiu tng s tin

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S gia tng kh nng chi tiu ca ngi dn, chnh lch chi tiu gia cc

vng, min l nhng cn c quan trng cc doanh nghip xy dng chinlc kinh doanh theo chin thut phn on th trng, b tr v pht trin kt

cu h tng thng mi ph hp vi sc mua. Xu hng mua sm hng gi tr

cao, hng hiu, chy theo model mi ang xut hin gii tr thnh ph bt

u theo kp xu hng tiu dng ca khu vc v th gii. i vi nhm hng

qun o v thi trang, vic mua sm c thc hin theo nhiu knh phn phi

khc nhau: chtruyn thng, ca hng chuyn doanh, ca hiu thi trang, siu

th, trung tm thng mi hay ca hng h gi. Hn na, nhnng cao thu nhp

nn nhu cu ci thin iu kin sinh hot trong mi gia nh ngy cng ln hn,

to tin thun li mrng quy m kinh doanh nhm hng ny.- Hi nhp kinh tquc t: Khi Vit Nam gia nhp T chc thng mi

th gii WTO th May 10 cng nh cc doanh nghip dt may trong nc s c

nhng thun li ln trong vic m rng th trng, chng hn nh hip nh

thng mi Vit M quy nh vic khng hn ch nhp khu dt may t Vit

Nam vo M c hiu lc to cho doanh nghip chi mrng th trng ti mt

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xc tin thng mi ly t khon l ph hn ngch do doanh nghip np thng

xut khu cho cc doanh nghip c thnh tch tt. Tt c cc khon u i ny smt i cng vi vic nc ta gia nhp WTO cho d s tin m h nhn c t

qu khng ln lm (ch khong 5 triu USD cho ton ngnh) trong khi thc t

cc doanh nghip phi np cho nh nc cc khon ph v l ph cao hn nhiu

ln so vi nhng g h nhn c.

Theo l trnh ct gim thu quan AFTA sau nm 2006, thu nhp khu vi

v hng may t cc nc ASEAN gim xung cn 5% trong khi trc y l

50%.. Vic ct gim hng ro thu quan bo h s to thm sc p cnh tranh

ngay trn th trng ni a, cc doanh nghip s phi chia s th trng ni a

cho cc i th nc ngoi.2.2.2.2 Mi trng nhn khu

- Khu vc pha bc (t Qung Tr trra)

Tnh n thi im hin nay dn s nc ta l 85.125,000 ngi, tp trung

tng i ng u cho 2 min bc v nam, min bc chim 48,8% dn s vi

41,541 triu ngi; trong 12,42 triu ngi sng thnh th, ring th H

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thnh ph H Ch Minh l 5,8 triu ngi trong qu trnh lun chuyn lao ng

s ngi tp trung khu th ln ny c th ln n 8 triu ngi, cn li l30,59 triu ngi sng nng thn v trung du min ni.

Vi quy m 13 triu ngi sng thnh th th s ngi trong tui t

15 55 chim khong 62% s ln n 8,06 triu ngi v y cng l lng

khch hng mc tiu v tim nng ca ngnh may mc chng ta trong giai on

hin ti v trong tng lai.

S tng dn sng ngha vi s tng nhu cu tiu dng, iu mra

mt trin vng cho s pht trin ca ngnh sn xut may mc. Vi kt cu dn s

tr l mt iu kin thun li sn xut v kinh doanh cc sn phm v trang

phc cng snh o smi.

2.2.2.3 Mi trng tnhin, vtra l

Th trng ni a ca cng ty May 10 ch yu l th trng min bc vi

th trng ln l H Ni. y l ni tp trung ng dn s vi kh hu bn ma

khc nhau. Do vy, th hiu tiu dng ca khch hng ph thuc vo thi tit khhu nn cng ty cng phi cung cp cc sn phm theo tng ma v ph hp

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c li th vn chuyn hng i khp ni trong ni a cng nh xut khu ra

th trng nc ngoi d dng m vi chi ph thp nht. c xy dng trn khut rng trn 28.000m2 nn cng tyc iu kin pht trin cc x nghip ti ch

thun li cho vic qun l, sn xut v tiu th.

2.2.2.4 Mi trng khoa hc kthut

Hin nay, s ra i ca nhng nguyn ph liu mi gip phc v tt

hn nhu cu a dng ca mi i tng khch hng t gip cng ty c th

thit k nhiu chng loi sn phm mi v a dng ho mt hng cung cp cho

ngi tiu dng. S ra i ca cng ngh mi lm xut hin v tng cng u

th cnh tranh ca cc sn phm thay th, e do cc sn phm truyn thng, to

iu kin cho nhng ngi mi xm nhp v lm tng p lc e do cc doanhnghip trong ngnh, bn cnh s xut hin ca cng ngh mi lm rt ngn

vng i cng ngh, i hi doanh nghip phi rt ngn thi gian khu hao so

vi trc. Bn cnh , s bng n cng ngh mi li to cho doanh nghip c

hi thc y qu trnh ci tin sn phm, nng cao nng sut may, gim chi ph

sn xut v nng cao cht lng sn phm nn sn phm r hn, cht lng tt

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may Vit Nam nm 2006 phc v nhu cu qun tr v hp nht thng tin t

cc n v thnh vin.2.2.2.5 Mi trng chnh tr, php lut

Nc ta c nh gi l mt trong nhng nc n nh chnh tr nht th

gii. l yu t quan trng gip cho cc doanh nghip khng ch May 10 c

kh nng trthnh i tc kinh doanh ca cc nh u t nc ngoi v to cho

ngi lao ng yn tm lm vic nng cao nng sut cht lng sn phm. y

l iu kin thun li to ra mi trng kinh doanh lnh mnh vi cc chnh

sch thu ht u t nc ngoi pht trin doanh nghip trong nc nhng

cng l nguy ckhi m cc doanh nghip may mc nc ngoi c chi thm

nhp th trng ni a.Hin nay c cc tiu chun v sn xut, cc quy ch v cnh tranh, vic

bo v bn quyn, pht minh sng ch, chnh sch thu quan i vi hng nhp

ngoi...cng ang c p dng nhm bo v doanh nghip khi tnh trng hng

gi, hng nhi ng thi tn vinh cc thng hiu Vit. Tuy nhin do c im

kinh t nc ta cn manh mn nn php lut cha thc s bo v ngi sn xut

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ngi c mc chi tiu ngy cng ln trong x hi, nht l vi mt hng thi

trang.Vic tip cn cc khuynh hng thi trang th gii hin nay khng phi l

qu kh vi ngi tiu dng. Vi s trgip ca cc phng tin internet v

hng khng hin i, khong cch gia thi trang quc t v Vit Nam hu nh

khng qu cch bit. Cc nhn hiu thi trang ni ting th gii cng vi nhng

b su tp thi thng nht lin tc c gii thiu ti Vit Nam trong thi gian

qua ni ln iu ny. Thm m thi trang ca ngi tiu dng Vit hon ton

bt kp vi th trng thi trang quc t. Ngi tiu dng trang sn sng chi

ngy cng nhiu tin hn na tha mn sthch thi trang c nhn, kim tm

sc o, khc bit khng nh c tnh.Mt khc, nhn hiu v kiu dng thit k l yu t hng u ngi

tiu dng quan tm khi la chn sn phm, chsau bn v cng dng ca sn

phm, cn gi c v khuyn mi khng cn l mi quan tm ln na. iu ny

chng t thu nhp tng c tc ng mnh n tm l tiu dng ca ngi dn.

Tuy nhin, hin nay ngi tiu dng vn cn tm l chung hng ngoi

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im ng lu i hi Cng ty May 10 nghin cu k thit k ra nhng mu

m sn phm p ng tt nht th hiu tiu dng.2.3 PHN TCH I TH CNH TRANH

2.3.1 Cc doanh nghip trong nc

Thc t cho thy l th trng trong nc, sn phm o smi nam ca

cc cng ty may Vit Tin, may c Giang, Nh B, .. v ang tch cc m

thm mng li tiu th l cc ca hng i l cc thnh ph ln k cn tn

tay ngi tiu dng. H cng nhn thy th trng ni a l mt th trng

tim nng y sc ht v ang ra sc tng doanh s bn th trng trong nc

ginh li th phn bng sc cnh tranh ca sn phm. Cc cng ty ny lun l i

th mnh ca cng ty c phn May 10.Bng 2.8: c lng mc sn lng (smi) ca tng i th

- Khu vc pha bc

Tn cng ty SL tiu th bq/thng (chic)

DT/ thng(tng)

S lng CH S lngL

Vit Tin 13.000 2 20 70Nh B 12.000 1,67 40 70An Phc 3.500 1,3 10 10

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Bng 2.9: Phn tch im mnh/yu ca mt si th mnh trn th

trng ni aThng hiu im mnh im yu1. Vit Tin - H thng phn phi rng ln

- Dch v mi l nhanh- Thng hiu lu nm vmnh

- a dng ho kiu dang vmu sc, kiu dng v musc p hp thi trang- Cht lng SP ng u, gic ph rng- Trang thit b bn hng hini, k thut ng bao gi p

- Chng loi sn phm chaphong ph, a dng- Phn khc sn phm mc gi cao nhm vo th

trng cao cp- iu kin m i l cnnhiu cn tr- Tp trung qu nhiu voth trng o smi, qun uv Comple.- Qun l th trng km

dn ti nhiu hng gi/ nhi2. Nh B - H thng phn phi rng ln

- Th tc, dch v m i lnhanh gn, n gin- Chng loi SP phong ph adng- Mu sc, kiu dng phongph, a dng, p v hp thitrang

- Ccu SP cha ng u- Nhp cung ng hngho n i l chm, khngu, khng hng bn- Trong ca hng, i lbn qu nhiu nhn hiu SP- Mt CH, i l kong u

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trung bnh trln- Trang thit b CH, bn hngngy cng c ci tin

- Cch trng by SP chagn gng v cha chuynnghip

4. An Phc - Thng hiu mnh- H thng ca hng, i lchun mc- Kiu dng, mu m SP, baob p

- Cht lng SP tt thuchng cao cp- Gi c hng ho cao tothng hiu mnh

- Thng hiu mnh- bn SP, gi c cao- Phn khc th trng nh,nm phn chap- Mng li phn phi nh

Ngun: Ban Marketing Cng ty CP May 10

Cc cng ty ny u c sn phm phong ph vi nhiu mc gi khc nhau

phc v cho mi i tng t qun o tr em n ngi ln. gi vng thtrng hin ti v pht trin th trng mi cc i th cnh tranh ca May 10

u a ra cc chin lc marketing ring vi h thng knh phn phi, xc tin

hn hp, sn phm cht lng cao. Cc cng ty cnh tranh vi May 10 u c h

thng phn phi trn a bn thnh ph H Ni v H Ni cng l th trng

trng im vi mt s lng ng k - cc ca hng v i l. Ngoi ra, cc

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hiu ring, vi nhng c th ring, to nhiu ng cp v phong thi khc nhau

cho tng dng sn phm, v d:- Cng ty An Phc rt thnh cng khi da vo thng hiu Pierre

Cardin nhm thu ht tm l a chung hng ngoi ca khch hng ng thi a

n tay ngi tiu dng nhng sn phm c cht lng v nng lc cnh tranh

cao hn. Cng ty hin l nh sn xut c quyn thng hiu ny v thng qua

thng hiu y, qung b nhn hiu sn phm An Phc. Sn phm thi trang

dnh cho nam gii ca An Phc hin c sn xut bng nhng loi nguyn

liu tuyn la k, gi mt o smi nam ca An Phc cao gp nhiu ln gi mt

o smi nam cng nghip ph thng. Trn th trng hin nay, ngi tiu dng

c th mua c nhng chic o smi nam vi rt nhiu mc gi khc nhau, t10.000-20.000 ng/chic n 300.000 ng/chic. S khc nhau v gi y

chnh l gi tr thng hiu cn v nguyn liu khng khc nhau nhiu.

- Cng ty Vit Tin cng tung ra th trng sn phm o smi nam cao

cp, sn xut trn nn vi c bit gi ti 800.000-1,2 triu ng/chic. Vit Tin

ni ting trn th trng vi chng loi o smi nam c mc gi t trung bnh tr

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tc l sn xut rp khun theo nhng mu m i tc a ra nh trc y,

doanh nghip cng dn chng hn trong khu thit k mu m nhm tng gitr gia tng cho sn phm ca mnh.

2.3.2 i th tim n v sn phm ngoi nhp

Bn cnh cc doanh nghip trong ngnh, cc loi sn phm may mc

ngoi nhp cng ang l i th cnh tranh ng gm ca Cng ty may 10. i

vi sn phm o smi nam cao cp, cnh tranh vi cng ty c phn May 10 cn

c cc sn phm cao cp ca Hn Quc, Italia l nhng sn phm c

danh ting trn th trng v c kh nng cnh tranh cao v mu sc, kiu dng,

cht liu m cht lng hng ni kh c th cnh tranh c. Cui cng khng

th khng kn cc sn phm ngoi nhp: Trung Quc, Thi Lan trn vo theong tiu ngch, bun bn trn thu vi khi lng kh ln. Mt hng ny rt

phong ph v chng loi, mu sc, kiu dng, kt cu hp l, gi c li thp ph

hp vi ti tin mi tng lp trong x hi.

Cc sn phm ny vo Vit Nam theo 3 con ng: ng mu dch,

ng phi mu dch v ng tiu ngch. Trong ng tiu ngch l con

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trong cuc chin cnh tranh th trng ni a. Bn cnh cn phi kn

hng may mc cao cp ngoi nhp mang m du n ca thi trang th gii(mt) vi nhng phong cch thit k ht sc a dng, hin i, cht liu phong

ph. C th k tn nhng nhn hiu ni ting nh: Alain Delon, Chagan,

GuylaRoche (Php), Gutman,Guess,...(M), SeidentSticker, Marubeni, Kaneta

(Nht). Hu ht cc sn phm cao cp ny u c bao b p, sang trng, k

thut may tt vi nhng ph liu t gi.

Ngoi ra May 10 cng gp phi nhng s cnh tranh ca cc doanh nghip

dt may c vn u t nc ngoi 100% v ang pht trin ti cc khu cng

nghip v khu ch xut vi li th vn u t ln, my mc thit b hin i, c

kinh nghim trong qun l sn xut kinh doanh v thu ht nhiu lao ng giica cc doanh nghip dt may Vit Nam. Cc i th ny vi u th l th

trng Vit Nam c sn, my mc a vo mi nht, qun l gii, nhiu kinh

nghim trong khi cc doanh nghip dt may Vit Nam c thnh lp ch gii

quyt ngun lao ng ti ch, khng quan tm u t my mc thit b. Do ,

nu cc doanh nghip Vit Nam khng thc thi chuyn i t duy qun l th

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t cng nh trong ni a: cc doanh nghip ca Trung Quc, nc ng u v

xut khu hng may mc hay Mexico, Honduras- nc ng th 2 v 3 trongxut khu sang Hoa K. Khi Vit Nam gia nhp WTO, thu nhp khu hng may

t cc nc ASEAN gim xung cn 5% nn y c th l i th cnh tranh

tim n v y l nhng nc c ccu mt hng tng i ging Vit Nam.

Tuy nhin, i th cnh tranh chnh ca hng dt may Vit Nam khng nm

trong khi ASEAN m Hn Quc, Nht, i Loan, Pakistan, n . Nhng

nc ny s to ra sc p ln th trng ni a lm cho cuc cnh tranh ngy

cng trln khc lit hn. Cng nhiu doanh nghip tham gia th trng th cnh

tranh cng quyt lit hn, chic bnh th trng sc chia nh hn, li nhun

s t hn cng vi s gia tng i th tham gia th trng. Tuy nhin nu doanhnghip bit cch khai thc th trng v tm ra cho mnh mt gii php ng n

th nht nh cng s c mt phn trong chic bnh .

2.4 PHN TCH M HNH SWOT TRN THTRNG NI A

2.4.1. Cc im mnh v im yu ca cng ty

* im mnh (S):

1 C l di h h h h h ti th

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giao hng nhanh. Bn cnh , li th v k thut sn xut cho php doanh

nghip khai thc kh tt nhu cu th trng.5. Nng sut lao ng cao khong 25 o/ngi/ca. Vi nng sut ny

Vit Nam ch c mt s cng ty nh may Vit Tin, may Nh B v nhng cng

ty c vn u t nc ngoi vi k thut hin i mi t c.

6. i ng lao ng qun l v lao ng k thut ngy cng nng cao v

s lng v cht lng. Nhng lao ng ny c o to bi cc trng i

hc, cao ng chuyn ngnh v khng chuyn ngnh dt may.

7. Doanh nghip chim th phn cao trn th trng (7% th trng ni

a). Thng hiu may 10 c rng ri ngi tiu dng trong c nc bit n,

c bit cc cc tnh Min Bc.8. Vi hnh thc c phn 51% vn iu l do Nh nc chi phi th doanh

nghip c th huy ng vn t cn b cng nhn vin hoc thng qua th trng

chng khon.

* im yu (W):

1. Gi tr gia tng thp do duy tr qu lu hnh thc gia cng do trong mt


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11. S lin kt Si-Dt-May ca cc doanh nghip may trong ngnh cha

cht ch v duy tr qu lu hnh thc gia cng nn khng phi chng trong tmkim ngun nguyn liu sn xut.

2.4.2. Cc chi v thch thc

* Chi (O):

1. Th trng ni a vi trn 80 triu dn l mt th trng y tim nng.

Tuy nhin, nhu cu hng dt may ca khch hng hin ti cha khai thc ht, gia

tng theo tc tng trng kinh t Vit Nam v s thay i ccu chi tiu h

gia nh. Kh hu nhit i gi ma, nng m, thch hp vi cc sn phm ca

cng ty, c bit l o smi -sn phm ch lc ca May 10.

2. Quy m nhu cu ca khch hng nc ngoi v sn phm nhiu nhngcha khai thc ht, kh nng pht trin khch hng mi do m rng quan h

ngoi giao thng mi ca Chnh ph.

3. Nguyn liu vi si ni a c thp ng mt phn nhu cu ca sn

xut ca doanh nghip do cng nghip dt c nhng bc pht trin, c bit

l sau khi th tng Chnh ph k quyt nh chuyn cng ty Bng Vit Nam

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quan h nh trng v doanh nghip c thit lp. Sinh vin trong qu trnh

hc tp c th nng cao k nng thc hnh ca mnh p ng tt nht yu cuca doanh nghip.

* Nguy c(T):

1. ng u vi nhiu i th cnh tranh ngoi nc ngay trn th trng

ni a. Trc ht l chu s cnh trnh ca Trung Quc - ngi khng l trong

ngnh may mc. L nc ng dn nht th gii li nm trn con ng tla

nn ngnh dt may nc ny rt pht trin. Ngnh dt may Trung Quc c

sc cnh tranh mnh trn th trng th gii v ngnh ny c nhiu li th t

nguyn liu bng, x, ho cht, thuc nhum cho n my mc thit bu do

th trng trong nc cung cp cng vi gi nhn cng thp v cc chnh sch htr xut khu ca chnh ph Trung Quc. Cc nc ASEAN vi li th th

trng tiu th sn c, gi thnh sn xut va phi, t tc c nguyn liu

v ph kin c cht lng cao nn gi thnh r, li c nhiu nhn mc quen

thuc trn th gii. Bn cnh vic cnh tranh vi nhng nc ny trn th trng

quc t th cng ty cng phi chu s cnh tranh ca nhng nc ny ngay ti th

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nhp lu, trn thu, hng nhi nhn,... chim th phn kh ln lm gim uy tn

ca doanh nghip cng nh to ra s cnh tranh gay gt trong ngnh.4. S qun l chng cho ca cc B hu quan i vi ngnh dt may (B

Cng Nghip, B K hoch & u t, B Thng Mi,...) gy tr ngi trong

qun l, hn ch tnh chng trong sn xut.

5. Khch hng trong nc yu cu ngy cng cao v cht lng, mu

m,...sn phm.

6. Cht lng ca cn b qun l, lao ng k thut v sn xut trn th

trng lao ng thp. Do cch o to truyn thng ca Vit Nam, sinh vin tt

nghip c k nng thc hnh yu,nh trng v doanh nghip c mi quan h

lng lo nn lao ng qun l thiu iu kin hiu bit v thc hnh chuyn su.Lao ng k thut chuyn ngnh dt may c o to ti cc trng i hc

M thut, i hc S phm k thut,... cha p ng nhu cu, lao ng thit

k sn phm may thiu trm trng v cha c o to chnh thc.

7. Cc h tr ca Chnh ph nh min gim thu thu nhp doanhnghip, u i v xut khu, h trvay vi li sut thp i vi Ngnh dt maykhng cn.

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2.4.3. Cc kt hp im mnh, yu ca cng ty khai thc chi th

trng v khc phc im yu, hn ch ri ro c th c

Mi trng

ni b

im mnh (S)1. Ngun lao ng di dovi gi nhn cng thp.2. Ti chnh tng i tt.3. Chi ph vn ti thp.4. Uy tn ln,my mc thitb hin i, li th ring vk thut sn xut .5. Nng sut lao ng cao.6. S lng v cht lnglao ng qun l v k thut

c nng cao dn7. Th phn cao (chim 7%th phn ni a).

im yu (W)1. Gi tr gia tng thp,hius

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