Ban Slide Bao Ve Tot Nghiep[1]

8/3/2019 Ban Slide Bao Ve Tot Nghiep[1]

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LUN VN THC S

TN TI:HON THIN TIU TH SN PHMBIA H NI CA TNG CNG TY BIA - RU -

NC GII KHT H NI

NGI HNG DN KHOA HC: GS-TSNG NH O

NGI THC HIN: NGUYN TH L HOA


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KT CU CA LUN VN

CHNG 1:NHNG VN C BN V HOT NGTIU TH SN PHM V S CN THIT PHI HON

THIN TIU TH SN PHM BIA H NICA HABECO

CHNG 2: PHN TCH THC TRNG HOT NG TIUTH BIA H NI CA TNG CNG TY BIA - RU

NGK H NI

CHNG 3: PHNG HNG V GII PHP HON THINHOT NG TIU TH BIA H NI


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CHNG 1:NHNG VN C BN V HOT NG TIUTH SN PHM V S CN THIT PHI HON THINHOT NG TIU TH SN PHM CA HABECO

1 Khi nim v vai trcahotng tiu thsnphm

1.1 Khi nim

Hotng tiu thsnphm bao gmnhiu hnh vi tiu thsnphm, linquan mtthitn hai loi qu trnh: cc nghipvkthutsnxut v ccnghipv kinh t,tchcqun l.

1.2 Vai tr

ivi doanh nghip: Hotng tiu thsnphmng vai tr quan trng,

quytnhstnti v pht trinca doanh nghip.ivi x hi: Hotng tiu thsnphm c vai tr quan trng trong viccn igia cung v cubinn kinh t l mt ththngnhtvinhngcn bngtng quan tlnhtnh.


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HOT NG TIU TH SN PHM LIN QUAN N CCNGHIP V K THUT SN XUT V CC NGHIP V

KINH T, T CHC QUN L

2Hot ng tiu th sn phm bia lin quann nghip v k thut sn xut2.1 Tip nhn, phn loi, bao gi sn phm bia cc loi

2.2 K thut bo qun, xp d bia thnh phm2.3 Chun b bia thnh phm xut bn, vn chuyn

3 Hot ng tiu th sn phm bia lin quan n nghip v kinh t, t chcqun l

3.1 Nghin cu th trng bia

3.2 Xy dng k hoch tiu th bia3.3 Xy dng k hoch d tr bia

3.4 T chc thc hin hot ng tiu th bia

3.5 Phn tch nh gi kt qu thc hin


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CHNG 2: PHN TCH THC TRNG HOT NG TIUTH BIA H NI CA TNG CNG TY BIA - RU NGK

H NI


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C cu vn ca HABECO sau c phn ho

STT

C ng, c phn S lng cphn

T l(%)

Gi tr(tr.ng)

Ghi ch

1 Cphn Nh ncnmgi

189.592.400 81,79 9.482.463 Gi bq:50.015/cf

2 C phn u i ngilao ng HABECO

1.290.200 0,56 38.716 Gi u i:30.009/cf

3 C phn bn cho nhu t chin lcCarlsberg.

36.550.000 15,77 1.828.048 Gi bq:50.015/cf

4 C phn bn u gicng khai

4.367.400 1,88 218.435 Gi bq:50.015/cf


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V th ca HABECO so vi cc DN khctrong cng ngnh

Ti th trng pha Bc (tQung Tr tr ra), sn phm Bia

H Ni chim hu ht th phn,cc nhn hiu bia khc chim tl thp. Bia H Ni ng trongdanh sch 100 thng hiu dnu Hng Vit Nam cht lng

cao 2007.


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Hot ng tiu th trong nc

Ch tiu TH 2003 TH 2004 TH 2005 TH 2006 TH 2007 KH 2008

Doanh thu 723.380 903.310 1.089.472 1.229.172 1.477.991 1.936.592

% tngtrng 25% 21% 13% 20% 31%

Doanh thu giai on 2003-2008


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Hot ng tiu th trong nc

Ch tiu TH 2003 TH 2004 TH 2005 TH 2006 TH 2007 KH 2008

Tng sn lng 78,49 98,27 114,38 148,63 198,89 279,50

% tngtrng 25% 16% 30% 34% 41%

Bia 450 50,88 65,51 75,22 102,44 136,01 191,50

Bia lon 6,00 6,40 8,66 11,23 19,83 31,50Bia hi 21,61 26,36 30,06 33,60 38,79 50,00

Bia 450 xanh 1,44 2,00

Bia chai 330 0,44 1,36 2,82 4,00

Sn lng giai on 2003-2008


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Tnh hnh tiu th bia chai 450 ml nhn

Bia chai 450 ml nhn l snphmchlccaTng cng ty,chim t trng 68% trong tngsn lng tiu th. Bia chai 450ml c tiu th trn khp 36tnh thnh, trong phnbchyutithtrng HNi,chimt trng 38%; Qung Ninh,

chim t trng 8%; Ngh Anchim t trng 6,5% tng snlng tiu th.

Sn lng tiu th bia 450 ml nhn giai on 2003-2007 & k hoch 2008

Sn lng tiu th bia chai 450 ml

0

50

100

150

200

250

Nm2003

Nm

2004

N m

2005

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N m

2007

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2008

Nm

Sn

lng


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Tnh hnh tiu th bia lon

Trong nm 2007 sn lng tiu

th bia lon c s trng vtbc, t 19,83 triu lt, tng 77%so vi nm 2006.Trc y, bialon ch c tiu th mnh vocc thng gip tt, nhng nnay sn xut, tiu th tri u

cc thng trong nm.

Sn lng tiu th bia lon nm 2003-2007v KH 2008

Sn lng tiu th bia lon

0

5

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2003

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Snl

ng

Series1


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Tnh hnh tiu th bia hi

Sn lng bia hi chim ttrng 20% trong c cu sn

phm ca HABECO, tnm 2007 hot ng tiuth bia hi do Cng ty c

phn thng mi

HABECO thc hin.

Sn lng tiu th bia hi nm 2003-2007v KH 2008

Sn lng tiu th bia hi

0

20

40

60

Nm

2003

Nm

2004

Nm

2005

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Sn

lng


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Tnh hnh tiu th bia chai 330ml

Bia chai 330 ml l sn phm mica HABECO ra i nm 2005. yl dng sn phm cht lng cao,nhm n phn on th trng caocp l cc qun bar, v trng,khch sn, nh hng cao cp.

Bia chai 330 ml c ngi tiudng nh gi cao v cht lng,

tuy nhin sn lng tiu th cncha nhiu.

Sn lng tiu th bia chai 330 ml2005-2008

Sn lng tiu th bia chai 330ml

0

1

2

3

4

5

Nm 2005 Nm 2006 Nm 2007 Nm 2008

Nm

Snl

ng


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Hot ng tiu th bia HN gn vi cc nghip

v k thut sn xut

Sn lng bia chit

Loi bia v tnh Nm 2005 Nm 2006 Nm 2007 KH 2008

Bia chai triu chai 168,13 230,67 311,71 438,89

Bia lon triu lon 26,24 34,03 60,09 95,45

Bia hi Nghn keg 601,20 672,00 775,80 1.000,00


15/26

Hot ng tiu th bia HN gn vi cc nghip

v k thut sn xut

Sn lng bia thnh phm xp d

Loi bia v tnh Nm 2005 Nm 2006 Nm 2007 KH 2008

Bia chai triu kt 8,4 11,51 15,53 21,87

Bia lon triu hp 1,09 1,42 2,50 3,98

Bia hi Nghn keg 601,20 672,00 775,80 1.000,00


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Hot ng tiu th bia HN gn vi cc nghipv k thut sn xut

Sn lng bia thnh phm vn chuyn n cc chinhnh nm 2007

Chi nhnh v tnh Bia chai 450 Bia chai 330 Bia lon

Ph Ni triu kt 5,43 0,1086 0,8409

Nam nh triu kt 1,68 0,0404 0,2487

Ngh An triu kt 1,32 0,048 0,3624


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S vn chuyn bia v v chai kt

Ph N i

80%

100%Thi BnhThanh Ho

10%

50%

Qung Bnh

Ngh An

Nam nh20%

Hi Dng Hi Phng100%

H Ni 100%

50%


18/26

Hot ng tiu th bia H Ni gn vi ccnghip v kinh t v t chc qun l

1. Nghin cu th trng

Hot ng nghin cu th trng do phng Tiu th th trng

thc hin thng qua vic thu thp v x l thng tin phn hi ca

khch hng, nhng din bin trn th trng bia, nhng vn

pht sinh v cht lng sn phm, gi c, th trng. Tuy nhin

do cha xy dng v tin hnh mt cch bi bn, chuyn nghip

nn cht lng thng tin thu thp c cha cao, cha nm btnhu cu v xu hng pht trin th trng bia mt cch xc thc.


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Hot ng tiu th bia H Ni gn vi ccnghip v kinh t v t chc qun l

2. Xy dng k hoch tiu th

Xc nh chnh sch sn phm da trn chu k sng ca cc loi bia.

- Bia chai 450 ml nhn : ang giai on tng trng.

- Bia lon: ang giai on tng trng.

- Bia hi: ang giai on tng trng.

- Bia chai 330 ml: ang giai on thm nhp- Bia chai 450 ml nhn xanh: ang giai on thm nhp


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Xc nh chnh sch sn phm

T trng sn lng tiu thbia cc loi

Nm Bia 450

Bia lon Bia hi Bia chai330

Bia 450xanh

Nm 2007 68,38% 9,97% 19,50% 1,42% 0,72%

KH 2008 68,52% 11,27% 17,89% 1,43% 0,72%

Tng trngSL 08/07

41% 59% 29% 42% 39%


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Chi ph cc hot ng xc tin, ym tr chohot ng tiu th

n v tnh: triu ng

Ch tiu Nm 2005 Nm 2006 Nm 2007 Nm 2008

CF Qung co 12.548 16.656 26.497 64.450

CF Khuyn mi 5.142 7.446 12.873 37.058

CF t.tr nh hng,h tr nvtt. 3.225 4.708 11.187 27.982

CF hi ch, trinlm.

65 195 732 1.200


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PHN TCH SWOT I VI HOT NG TIU TH SN

PHM BIA H NI

1. Cc immnh- Thng hiu mnh, truyn thng

lu i.- Th trng tiu th rng khp 36

tnh thnh pha Bc.- Khch hng tm huyt v trung

thnh

- Thc hin qun l ISO v cht

lng sn phm, mi trng vATVSTP nn m bo chtlng sn phm.

2. Cc im yu- S lng chi nhnh bn hng t- Cc hot ng Marketing cn

yu, hiu qu cha cao.- Sn phm c phn phi qua

i l, cha c knh bn l- C cu sn phm ch yu mang

tnh ph thng

- Hot ng xut khu yu- Trnh chuyn mn nghip v

ca nhn vin qun l th trngyu


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PHN TCH SWOT I VI HOT NG TIU TH SNPHM BIA H NI

3. Nhng thi c

- VN l thnh vin chnh thcca WTO.

- Kinh t t nc pht trin nnh.

- C cu dn s tr, mc tiu thbia bnh qun/ngi cn thp

4. Nhng thch thc

- Cnh tranh gay gt

- i hi v cht lng vVSATTP ngy cng cao

- Gian ln thng mi


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CHNG 3: PHNG HNG V GII PHPHON THIN HOT NG TIU TH BIA H NI

MC TIU V PHNGHNG PHT TRINCA HABECO N 2010 TRONGIUKINHINHP KINH TQUCT

1. Mc tiu pht trin2. Phnghng pht trin

GII PHP HON THINHOTNG TIU TH BIA H NI

1. Hon thin cc nghipvkthutsnxut

2. Hon thin cc nghipv kinh t v tchcqun l

3. Hon thin trong tchcmngli bn hng4. Hon thin trong cng tc oto,hunluyn nng cao trnh nghipv choing bn hng

5. Hon thin trong cng tc xutkhu

6. Hon thin trong hotngqung b thnghiu, nng cao uy tn


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KIN NGH V IU KINTO LP MI TRNG THC HIN CC GII PHP HON THIN HOT NG

TIU TH BIA H NI

1. mbovn cho qu trnh snxut kinh doanh v hini ho dy

chuynsnxut

2. Shtrca Nh nc trong vic tham gia thtrngthgii

3. mbocnh tranh lnh mnh,chng hng gi, hng nhi, hang nhp

lu,trnthu

4. Pht trinngun nguyn liu trong nc cho snxut bia

5. Nng tl chi phqung co, khuynmi,tip tn, khnh tit, ln 10%

chi phlit k


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KT LUN

Ti xin trn trng cm n thy gio GS-TSng nh o, ban lnh o v ccCBCNV Phng K hoch - u t caHABECO hngdn, toiukin gipti hon thinbn lunvn ny.

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Ban Slide Bao Ve Tot Nghiep[1]