CHNG 1: TNG QUAN NGHIN CU TI

Chuyn tt nghip

Khoa Qun tr kinh doanh

CHNG 1: TNG QUAN NGHIN CU TI1.1 . Tnh cp thit nghin cu ca tiC th thy trong tnh hnh kinh t bt n nh hin nay th khng t cc cng ty cng chu nh hng khng nh t hin trng ny v Cng ty CPTM Minh chu Hng Yn cng khng nm ngoi con s ny. Trong tnh hnh kinh t nh hin nay mun gi cho doanh thu khng tt gim l mt iu kh v mun tng doanh thu th li l mt iu kh khn hn nhiu. i vi mi mt doanh nghip khc nhau th i hi v cng tc t chc lc lng bn hng khc nhau. Vi mi mt thi k khc nhau ca doanh nghip th cch thc t chc lc lng bn hng cng thay i ph hp vi mc tiu pht trin ca doanh nghip. V trong mc tiu pht trin khng nhng gi vng doanh s m cn tng doanh s nh hin nay th i hi phi c nhng thay i v hon thin hn trong cch thc t chc lc lng bn hng c th t c mc tiu t ra. Hn th na trong qu trnh tn ti v pht trin ca cng ty cho thy cng tc t chc lc lng bn hng ca cng ty vn cn nhng thiu st v hn ch cn bn nh: cng tc iu hnh cn thiu khoa hc dn n s chng cho, cc phng ban thiu tnh sng to v rt th ng nn cha p ng kp thi cc yu cu ca cng vic. Do , i khi gy ra nhng rc ri v phc tp khng cn thit cho cng vic ca cng ty. Chnh t nhng vn ny ca cng ty m trong thi gian thc tp ti cng ty em chn ti ca mnh l: Hon thin cng tc t chc lc lng bn hng ti cng ty C phn Thng mi Minh Chu Hng Yn.Vi mong mun vn dng nhng kin thc c hc trong nh trng v nhng kin thc mnh nghin cu c tm hiu v ra nhng bin php nhm hon thin c cu t chc lc lng bn hng ca cng ty.1.2. Xc lp v tuyn b vn trong ti. Trong tnh hnh kinh t bt n nh hin nay th vic gi vng th phn v tng doanh s l v cng kh khn. N khng ch i hi s i mi ca dng sn phm, m n i hi phi i mi c trong cng tc t chc lnh o, c bit l lc lng bn hng. Lm sao khi gi mong mun ca khch hng n vi sn phm ca cng ty, v li n tng tt p ca cng ty trong tm tr khch hng. Chnh t nhng bn khon ny m cng tc t chc lc lng bn hng cn phi c thay i v hon thin hn c th p ng c mc tiu pht trin ca cng ty.

Tn ti: Hon thin cng tc t chc lc lng bn hng ti cng ty C phn Thng mi Minh Chu Hng Yn.1.3. Cc mc tiu nghin cu. Lm r l lun c bn v cng tc t chc lc lng bn hng ti cng ty CPTM Minh Chu Hng Yn Nhng vn cn tn ti ca cng ty CPTM Minh Chu Hng Yn v cng tc t chc lc lng bn hng. T ra cc gii php hon thin cng tc t chc lc lng bn hng ca cng ty CPTM Minh Chu Hng Yn.1.4. Phm vi nghin cu.

- V thi gian: ti nghin cu thc trng cng tc t chc lc lng bn hng nhng nm gn y xoay quanh 3 nm 2008, 2009, 2010. Da trn c s v ra hng gii quyt thch ng vi s thay i ca cng ty cng nh mi trng kinh doanh.- V khng gian: ti nghin cu cng tc t chc lc lng bn hng ca cng ty CPTM Minh Chu Hng yn.- V ni dung: ti tp trung nghin cu cng tc t chc lc lng bn hng ca cng ty CPTM Minh Chu Hng yn, xem xt thc trng v cng tc t chc lc lng bn hng ca cng ty ri t a ra cc gii php hon thin cng tc t chc lc lng bn hng ca cng ty.1.5. Mt s khi nim v phn nh ni dung ca vn nghin cu. 1.5.1. Khi nim cng tc t chc lc lng bn hng - Bn hng Bn hng c nhn l mt qu trnh (mang tnh c nhn) trong ngi bn tm hiu, khm ph, gi to v p ng nhng nhu cu hay c mun ca ngi mua p ng quyn li tha ng, lu di ca c hai bn.- Qun tr bn hngC th c nh ngha l hot ng qun tr ca nhng ngi hoc thc s thuc lc lng bn hng hoc gm nhng ngi h tr trc tip cho lc lng bn hng. Ty thuc vo tng cng ty, cp thp nht m qun l bn hng c th c rt nhiu danh qun, khu vc, gim st vin hay gim st vin bn hng. c tnh chung ca cc chc v ny l d cho c mang danh v g i na cng u l gim st trc tip nhng ngi i din bn hng theo lnh vc. Nhng ngi qun l bn hng theo lnh vc thng phi bo co li cho nhng ngi qun l bn hng thuc cp cao hn trong cng ty. S ngi qun l bn hng cp cao ny khc nhau gia cc cng ty v nhng danh v ca h c th t ngi qun l bn hng tng a phng, khu vc hay ton quc cho n chc ph gim c ph trch bn hng...- Lc lng bn hng ca doanh nghip:+ Bao gm nhng c nhn, t chc tham gia trc tip vo qu trnh bn hng ca doanh nghip+ L lc lng ch yu thc hin cc k hoch v mc tiu bn hng ca doanh nghip+ L cu ni c bn nht gia doanh nghip vi khch hng.1.5.2. Ni dung ca ca cng tc t chc lc lng bn hng- Phn loi lc lng bn hng Lc lng bn hng thuc bin ch: bao gm tt c nhng ngi lao ng ca doanh nghip c trch nhim trc tip n hot ng bn hng. Lc lng bn hng ti doanh nghip Tp trung cc vn phng ca doanh nghip Vai tr h tr lc lng ti a bn (xc tin bn, theo di n hng, d tr...) Vai tr lc lng chnh yu (Thng mi in t, doanh nghip XNK, bn hng qua trung gian...) Lc lng bn hng ti a bn (trc tip) L lc lng bn hng ch yu i vi doanh nghip Trc tip giao dch v cung cp hng ha, dch v cho khch hng i l bn hng v cng tc vin i l bn hng: nhng th nhn hay php nhn thc hin mt hnh vi hay nhiu hnh vi lin quan n hot ng bn hng theo s y thc ca doanh nghip trn c s mt hp ng i l Hoa hng chi ph doanh s Cung cp lc lng bn hng thng xuyn, phn chia khu vc a l n nh Thng kinh doanh nhiu sn phm tng i ging nhau nhng khng mang tnh cnh tranh Cng tc vin: Nhng ngi c tha thun vi doanh nghip bn hng cho doanh nghip trn th trng Hng lng t hoa hng, chit khu.Mt s chc danh c bn ca lc lng bn hng Gim c bn hng (gim c kinh doanh) Gim c chi nhnh (khu vc) Trng knh bn hng (ngnh hng) Ca hng trng Gim st bn hng Nhn vin bn hng (nhn vin kinh doanh) Nhn vin pht trin th trng, tip th Nhn vin giao dch - Xc nh quy m v nh mc ca lc lng bn: Xc nh quy m lc lng bn hng: l cc hot ng nhm xc nh nhu cu (s lng, cht lng, thi im) nhn s cn thit cho lc lng bn hng. Thc cht nhm tr li 3 cu hi Doanh nghip cn nhng chc danh bn hng g? S lng nhn s cho tng chc danh bn hng? Thi im cn? Cn c: Mc tiu doanh s bn hng Mc tiu pht trin th trng NSL bnh qun hoc quota: ph thuc trnh i ng v cng ngh bn hng Tm hn qun l ca qun l bn hng Phng php thng s dng: phng php nh lng theo xu hng (trend analysis). Xc nh nh mc lc lng bn hng nh mc hay hn ngch l mt phn hoc t l ca tng doanh thu do doanh nghip yu cu i vi mt c nhn hoc mt b phn thc hin hp ng bn hng phi hon thnh trong mt khong thi gian xc nh. Mc ch Kim sot Hon thnh mc tiu v khch l lc lng bn hng nh gi nng sut & hiu qu lm vic ca lc lng bn hng. Mt s nh mc bn hng c bn Hn ngch trn c s kt qu: khi lng hng bn, s lng khch hng, hn ngch v ti chnh (li nhun khu vc, tng li gp, chi ph) Hn ngch trn c s hnh vi ng x: vn ch o s lng khng o cht lng, th tc bo co c th rm r.-Tuyn dng lc lng bn hng Cc tiu chun tuyn dng lc lng bn hng i vi lc lng bn hng thuc bin ch ca DN, bao gm 2 nhm chnh l i ng nhn vin bn hng v nh qun tr bn hng, cc tiu chun tuyn dng thay i theo cc chc danh khc nhau v thay i theo chnh sch tuyn dng ca tng DN. i vi cc i l bn hng v cng tc vin, khi tin hnh tuyn chn, DN quan tm nhiu n v tr, a im, c im kinh doanh nhm m bo to iu kin thun li cho DN trong vic tip xc khch hng v m bo doanh s bn hng. Cc lu khi tuyn dng lc lng bn hng Nn quan tm nhiu n qu kh ng vin S dng cng c trc nghim gn lc nhanh cc ng vin khng tim nng Cnh gic vi cc ng vin ch m t cng vic v v tr m khng cp n thnh tch. Nh rng ng vin tt phi c c 3 yu t: chuyn mn, kinh nghim v tch cch Lm tt ngay t u Lu chi ph sa thi cao hn nhiu chi ph tuyn dng.- Hun luyn lc lng bn hng Cc ni dung hun luyn lc lng bn hng Hun luyn v kin thc Kin thc v danh nghip Kin thc v sn phm Kin thc v qu trnh bn hng Kin thc v khch hng Kin thc v th trng Hun luyn k nng bn hng v qu tr bn hng Cc k thut bn hng Qun tr thi gian v khu vc Giao tip v ln k hoch. Cc phng php hun luyn lc lng bn hng Hun luyn qua cng vic Hun luyn ti lp hc Hun luyn bng vi tnh v qua mng T nghin cu.- To ng lc cho lc lng bn hngQuy trnh to ng lc cho lc lng bn hng:Xc nh nhu cu (nm bt nhu cu)

Phn loi nhu cu (th t u tin)

Lp chng trnh to ng lc

Trin khai chng trnh to ng lc

Kim sot nh gi qu trnh to ng lc

Cc bin php ti chnh To ng lc bng cc bin php khc T chc cc bui gp mt gia cc nh qun tr bn hng v nhn vin bn hng To s thng tin To s thi ua bn hngCHNG 2: PHNG PHP NGHIN CU V CC KT QU PHN TCH THC TRNG CNG TC T CHC LC LNG BN HNG CA CNG TY C PHN THNG MI MINH CHU HNG YN2.1. Phng php nghin cu 2.1.1 Phng php thu thp v x l d liu s cp: - Phng php bn hi: bn hi c thit k iu tra v tnh hnh t chc lc lng bn hng ca cng ty CPTM Minh Chu Hng Yn hin nay cn c nhng kh khn v vng mc g trong cng tc t chc, vic phn cng trch nhim v quyn hn cho cc lc lng bn hng hp l cha hay cn chng cho, b st. i tng iu tra l cc nh qun tr, cc nhn vin trong cng ty CPTM Minh Chu Hng Yn.

- Phng php phng vn: y l bin php dng cu hi phng vn chuyn su hi cc nh lnh o cp cao, cp trung v nhn vin phn gii php ca ti c hon thin v tt nht. Sau khi qu trnh nghin cu cc d liu s cp c hon thnh th ta c th a ra nhng cu hi bm st kt qu iu tra c th hiu su hn v thc trng cng tc t chc lc lng bn hng. Thng qua cc cu hi phng vn chuyn su vi cc nh qun tr cng nh nhn vin ca cng ty CPTM Minh Chu Hng Yn gip em nh hng ra nhng gii php nhm hon thin cng tc t chc lc lng bn hng ca cng ty CPTM Minh Chu Hng Yn.2.1.2. Phng php thu thp v x l d liu th cp: Cc d liu th cp l cc d liu ly t cc thng tin c sn v c thu thp t cc ngun sau: - Bo co kt qu kinh doanh v tnh hnh cng tc t chc lc lng bn hng ca cng ty CPTM Minh Chu Hng Yn trong thi gian 3 nm 2008, 2009, 2010.- ti nghin cu cp trng: l nhng lun vn tt nghip t nm trc.- Ly v thu thp thng tin t cc website v qun l.2.2. nh gi tng quan tnh hnh v nh hng nhn t mi trng n cng tc t chc lc lng bn hng ca cng ty c phn Thng mi Minh Chu Hng Yn 2.2.1. Gii thiu v cng ty Tn cng ty:. Cng ty c phn Thng mi Minh Chu Hng Yn a ch: ng 206 Yn M - Hng Yn Email: minhchauctcptm@gmail.com Tel: +84 321 3742 668 Fax: +84 321 3742 748 Giy KKD s: 0502000793 cp ngy 22/01/2005, ng k thay i ln mt ngy 22/01/2005 Giy chng nhn ng k thu s: 0900280423 cp ngy 29/01/2005 Vn iu l: 7.000.000.000 VN (By t ng)- Qu trnh hnh thnh v pht trin ca doanh nghipGim c cng ty ng H Mnh oi l ngi c nhiu nm kinh nghim trong lnh vc sn xut nha v ti ch nha ti a bn huyn M Ho v tnh Hng Yn t nhng nm 2000.Giai on t 2005-2007: sau nhiu nm hot ng trong ngnh ti a bn nh cc mi quan h v cc bn hng cng ty dn c nhng khch hng l DN, cc c quan on th, cc t chc c nh cu v p trn.Giai on t 2007 n nay: Nm 2009 do quy m hot ng ca cng ty khng ngng ln mnh nn ban lnh o cng ty quyt nh m xng sn xut chuyn nghip ha qu trnh sn xut kinh doanh. Giai on ny cng ty lin tip c c cc n hng c gi tr ln.Nm 2009 n nay DN i vo n nh sn xut kinh doanh v m rng sn xut cho ph hp vi yu cu thc t sn xut kinh doanh v quy m ca DN.C th ni ngay t khi hnh thnh th cng ty t chng t mnh c mt trn th trng bng hng lot cc sn phm bt mt v p ng nhu cu tiu dng ca ngi dn cng nh cc cng ty, x nghip. T nhng bc i chp chng gi cng ty CPTM Minh Chu Hng Yn dnh c th phn vng chc trong ming bnh th phn ca nn kinh t. Mi ch thnh lp c 5 nm nhng nhng thnh tu m cng ty t c l v cng ng n. Khi nghip t ngun vn t i v khu sn xut nh hp gi y n c m rng gp 10 ln khi bt u i vo hot ng. Khi bt u i vo hot ng tng din tch ca cng ty ch khong hn 3.000m2 nhng nay n l khong hn 30.000m2, s cng nhn vin t 40 ngi gi tng ln con s 835 ngi. Gii quyt vic lm cho hng trm ngi trong vng cng nh cc ni khc n. Cng ty mong mun v s tip tc phn u pht trin mnh hn na c th vn xa sang th trng quc t, c th gp phn nh ca mnh cho li ch quc gia ni chung v li ch cho cng nhn vin trong cng ty ni ring.- Cc lnh vc hot ng kinh doanh+ Sn xut v kinh doanh sn phm nha+ Lnh vc kinh doanh vn ti Vn ti hng ha bng t theo hp ng v theo tuyn c nh; Dch v thu v cho thu xe t cc loi; Dch v qun l kho bi;+ i l mua bn, k gi hng ha- Mc tiu pht trin ca cng tyT khi thnh lp, cng ty CPTM Minh Chu Hng Yn xc nh mc tiu ca mnh l tr thnh mt cng ty pht trin hng u ti Vit Nam v khu vc trong lnh vc sn xut trn nha v cc lnh vc thng mi khc.

Vi tn ch Sn xut ra sn phm phc v khch hng l sn xut phc v chnh mnh, cng ty CPTM Minh Chu Hng Yn xy dng c mt tp th on kt vng mnh m tr tu, sc sng to, s nng ng v nhit huyt ca mi c nhn lun c khi dy v pht huy cao nht. Hot ng sn xut kinh doanh ca cng ty lun t mc tng trng cao v n nh. Tng doanh thu, li nhun cng nh cc khon np ngn sch nh nc, phc li x hi v thu nhp cn b ngy cng tng. tip bc v pht huy cc thnh cng, trong thi gian ti, cng ty CPTM Minh Chu Hng Yn s lun lun phn u n lc khng ngng ngy cng ln mnh, cng Vit Nam pht trin v khng nh v th ca mnh trn trng Quc t.2.2.2. Kt qu hot ng kinh doanh trong 3 nm 2008-2010Gii thiu v sn phm ca cng ty ang cung cp cho th trngSn phm trn nha, ca nha ca cng ty dng trang tr ni tht, cng s, vn phng, khch sn v cn h gia nh . . . vi gi c hp dn. Ph hp vi thi tit Vit Nam, c bit vi thi tit m t. Mu m mu sc phong ph, a dng to s sang trng v m cng cho cn phng. Kch thc a dng, lp t n gin, thun tin.

Kch thc thng dng : 7.5 mm x 200mm x 6m

5.5 mm x 200 mm x 6m

Bng 1.Bng bo co kt qu hot ng kinh doanh trong 3 nm 2008-2010

(VT: VN)STTCH TIUNm 2008T lNm 2009T lNm 2010T l

1Tng doanh thu14,599,845,55030,456,654,87049,966,674,630

Trong : doanh thu xut khu

2Cc khon gim tr doanh thu000

Chit khu

Gim gi

Hng bn b tr li

Thu doanh thu, thu xut khu

3Doanh thu thun14,599,845,550100.00%30,456,654,870100.00%49,966,674,630100.00%

4Gi vn hng bn9,784,554,72067.02%21,778,455,45071.51%38,078,854,46076.21%

5Li nhun gp4,815,290,83032.98%86781994228.49%111878207123.79%

6Doanh thu hot ng ti chnh12,488,5600.09%24,589,8600.08%21,548,8800.04%

7Chi ph hot ng ti chnh00.00%00.00%1,409,993,3302.82%

Trong : chi ph li vay00.00%00.00%1,409,993,3302.82%

8Chi ph bn hng00.00%00.00%00.00%

9Chi ph qun l doanh nghip3.144.855.45021.54%4,578,646,51015.303%4,655,444,5609.32%

10Li nhun thun t hot ng kinh doanh1.682.923.94011.53%4.124.142.77013.54%5.843.931.16011.70%

11Thu nhp khc0.00%0.00%0.00%

12Chi ph khc0.00%0.00%0.00%

13Li nhun khc00.00%00.00%00.00%

14Phn li/l trong cng ty lin doanh, lin kt0.00%0.00%0.00%

15Tng li nhun trc thu1,682,923,94011.53%4,124,142,77013.54%5,843,931,16011.70%

16Chi ph thu TNDN hin hnh471,218,7003.23%1,031,035,6903.39%1,460,982,7902.92%

17Chi ph thu TNDN hon li0.00%0.00%0.00%

18Li nhun sau thu1,211,705,2408.30%3,093,107,08010.16%4,382,948,3708.77%

Nhn xt: Qua bng kt qu hot ng kinh doanh ca DN cc nm 2008, 2009, 2010 ca DN thy c s tng trng Doanh Thu v Li Nhun ca DN:

- Tng trng Doanh Thu: Nm 2008 l 14.590 triu ng; nm 2009 l 30.450 triu ng tng 15.860 triu ng so vi nm 2008; nm 2010 l 49.960 triu ng tng 19.510 triu ng so vi nm 2009 v tng 35.370 triu ng so vi nm 2008.

- Tng trng li nhun sau thu: Nm 2008 l 1.210 triu ng; nm 2009 l 3.090 triu ng tng 1.880 triu ng so vi nm 2008; nm 2010 l 4.380 triu ng tng 1.290 triu ng so vi nm 2009 v tng 3.170 triu ng so vi nm 2008.Nguyn nhn ch yu ca s tng trng l:

+ Chi ph qun l DN tng ln khng ng k: nm 2008 l 3.140 triu ng chim 21% doanh thu, nm 2009 tng ln l 4.570 triu ng chim 15% doanh thu, nm 2010 l 4.650 triu ng chim 9% doanh thu.Nhn kt qu phn tch cho thy chi ph qun l DN tng ln qua ba nm. Nhng so snh t l chi ph trn ng doanh thu th ta thy DN tit kim c chi ph qun l ca mnh. (Chi ph khu hao dng c, lng nhn vin vn phng v cc chi ph khc) c th nm 2008 chi ph qun l chim 21% doanh thu, nm 2009 chim 15% doanh thu, nm 2010 chim 9% doanh thu qua DN vn m bo c k hoch kinh doanh ca mnh.

+ T l gi vn hng bn/doanh thu tng: nm 2008 chim 67%; nm 2009 chim 71%; nm 2010 l 76%. Trong nhng nm qua tnh hnh th trng lun c bin ng mnh v gi c theo chiu hng tng ln do t l gi vn hng bn/doanh thu c s tng ln l ht sc bnh thng.

Qua bng phn tch ta thy li nhun ca DN c s tng trng u qua ba nm nguyn nhn l do tc tng trng ca chi ph qun l doanh nghip, gi vn hng bn khng ln hn tc tng trng ca doanh thu. Song, mc tng trng l cha cao so vi tim lc ca cng ty c th t c.2.2.3. Phn tch nh hng nhn t mi trng n cng tc t chc lc lng bn hng ca cng ty c phn Thng mi Minh Chu Hng Yna. Mi trng v m Kinh t

Cc nh qun tr cn phi bit nh gi tnh trng nn kinh t trong thi gian trc mt v lu di. iu ny c bit ng khi lp k hoch bn hng. Cc yu t kinh t nh: t l li sut ca cc ngn hng, t l lm pht v tht nghip, thu nhp ca ngi dn (trin vng GDP di hn tnh trn u ngi, mc tin lng ti thiu...) u tc ng n tnh hnh tiu th sn phm, iu ny nh hng trc tip n cng tc t chc lc lng bn hng ca cng ty. Khoa hc, k thut

Khoa hc k thut l yu t cc k quan trng i vi li th cnh tranh ca mt doanh nghip, n l ng lc chnh trong ton cu ha. Khoa hc k thut cho php cc sn phm v dch v c sn xut vi gi r hn v tiu chun cht lng cao, cung cp cho ngi tiu dng v doanh nghip cc sn phm dch v mi hn nh hot ng ngn hng trc tuyn, in thoi di ng th h mi..., thay i vic phn phi sn phm. V d nh: bn sch, v my bay qua mng internet...

Nhng bin i ang din ra trong mi trng khoa hc k thut i hi cc nghip v v kinh nghim ca lc lng bn hng phi ngy cng tt hn theo kp thi i v mt ngy khng xa l i trc thi i. Mun c c iu th cng ty s phi hon thin t chc lc lng bn hng v bi dng h sao cho h c th p ng kp thi nhng tin b ca cng vic khi m khoa hc k thut pht trin cao. Vn ha, x hi

Ti mi nc mc nh hng ti hot ng kinh doanh ca cc yu t vn ha v x hi cng khc nhau. nh hng ca vn ha ti quyt nh bn hng rt a dng, nhiu chiu: tn gio chnh trong nc, quan im ca ngi dn i vi cc sn phm dch v ngoi nhp, nh hng ngn ng ti mc ph bin sn phm trn th trng, vai tr ca n gii v nam gii trong x hi, tui th trung bnh ca dn s, quan im ngi dn v vn bo v mi trng... (c bit sn phm ca cng ty li ch yu lm t nha).

S bin i vn ha: trong qu trnh giao lu, hi nhp gia cc nn vn ha mt s chun mc vn ha c th thay i nhanh theo tng tnh hung v iu c th to ra c hi bn hng rt ln. V nu cng ty mun pht trin ra ngoi th gii th tm hiu v vn ha l v cng quan trng, t c th b tr, sp xp, t chc lc lng bn hng sao cho hp l nht. Chnh tr, php lut

Chnh tr nh hng ln ti nhng quy nh ca php lut trong kinh doanh v sc mua ca khch hng qua nh hng ti cc doanh nghip. Mc n nh ca mi trng chnh tr, chnh sch ca Chnh ph nh hng ti h thng php lut v cc quy nh v hot ng kinh doanh v thu, nhng nh gi nhn nhn v vn ha v tn gio ca Chnh ph, s tham cc hip nh thng mi nh EU, NAFTA, ASEAN, WTO hay nhng hip nh khc... u l nhng nhn t nh hng ti hot ng tiu th hng ha m cc nh qun tr bn hng cn phi quan tm. Mi trng quc t

Mt mi trng lm vic mang tnh quc t, hi nhp v khng phn bit tn gio l mt mi trng hon ho cn b nhn vin ht sc phn u hc tp. Qua mi trng quc t cng ty cng m rng c tm nhn v cng ngh, qun l, m hnh t chc v phong cch t chc lc lng bn hng ca cc nc trn th gii, t tip thu nhng ci hay ph hp vi tnh hnh, hon cnh pht trin ca cng ty.b. Mi trng vi m Nh cung ng

Nh cung ng l cc cng ty kinh doanh, cc x nghip sn xut hay l c nhn cung cp ngun vt liu cn thit sn xut ra sn phm ca cng ty. Nhng s kin xy ra trong mi trng nh cung ng c th nh hng nghim trng n hot ng t chc lc lng bn hng ca cng ty. Nu nh cung ng khng th kp thi cung cp nguyn vt liu hay cung cp nguyn vt liu km cht lng s lm nh hng ti khu sn xut ca doanh nghip, t nh hng rt ln ti vic p ng kp thi cc n hng hay khng. iu ny li nh hng khng nh ti uy tn v cht lng phc v ca nhn vin bn hng. Gy tm l khng an ton cho nhn vin bn hng cng nh nh qun tr bn hng.Ngoi ra nhng nh qun tr bn hng phi ch theo di gi c cc mt hng cung ng, bi v vic tng gi cc nguyn vt liu mua v c th buc phi nng gi sn phm cng ty hin ang cho bn. Thiu mt chng loi nguyn vt liu no , bi cng v nhng s kin khc c th lm ri lon v cung ng v lch gi sn phm cho khch t hng. Trong k hoch ngn hn s b l nhng kh nng tiu th v trong k hoch di hn s lm mt i thin cm ca khch hng i vi cng ty. V nhng iu ny s gy nh hng khng nh ti lc lng bn hng do b p theo mc tiu pht trin ca cng ty. Khch hng

Bt u t nhng nm Vit Nam gia nhp WTO th th trng lc no cng tr nn si ng hn do c rt nhiu mt hng ca cc nc khc phong ph a dng ang c by bn ti VN. Sn phm ca VN ang ng trc thch thc rt ln. V cng ty CPTM Minh Chu Hng Yn dng cm ng u vi th thch ny bng cch khng ch cho ra cc sn phm c cht lng, mu m p m cn khng ngng quan tm ti li ch mang li cho khch hng v cc tm t tnh cm ca khch hng. Khi sn phm ngy mt nhiu v a dng, mc sng ca con ngi ngy mt cao dn n nhu cu dch v km theo khi mua sn phm hng ha ngy cng cao. Hn th na khch hng ca cng ty l rt a dng chnh t nhng l do ny m i hi cng tc t chc lc lng bn hng phi thay i, hon thin hn sao cho hp l v c hiu qu nht i vi tnh hnh sn xut v kinh doanh ca cng ty. i th cnh tranh

Khi i th cnh tranh a ra cc chin thut bn hng th ngay lp tc cng tc t chc lc lng bn hng ca cng ty phi thay i chng kp thi vi phn ng ca khch hng tim nng v c bit l khch hng trung thnh ca cng ty. Lc lng bn hng lun phi m bo cho khch hng s c yn tm khi s dng sn phm ca cng ty. Yn tm v cht lng cng nh v li ch c nhn. Chnh t nhng iu ny m ta c th thy c s nh hng ca i th cnh tranh su sc th no n cng tc t chc lc lng bn hng ca cng ty. Th trng lao ng

Hin nay, cng ty cn thiu nhn lc v chuyn mn cng nh kinh nghim, cc sinh vin trong ngnh mi ra trng cha c kinh nghim trong cng vic. Ngoi ra nhn lc v qun tr bn hng cng mng v cha p ng nhu cu cng vic, dn n tnh trng t chc lc lng bn hng c tnh trng chng cho.2.3. Kt qu phn tch cc d liu thu thp2.3.1. Tng quan cng tc t chc lc lng bn hng ca cng ty CPTM Minh Chu Hng Yn Hnh 1.1.S t chc b my qun l doanh nghip

Hnh 1.2.S t chc lc lng bn hng v cc b phn lin quan

Chc nng, quyn hn v trch nhim cng tc phi hp gia cc b phn lin quan ti cng tc t chc lc lng bn hng trong cng ty. Phng kinh doanh:+ Tham mu, xy dng k hoch kinh doanh, nh hng th trng, xy dng chin lc pht trin ca Cng ty cho Gim c.+ Trc tip t chc thc hin k hoch kinh doanh, dch v ca Cng ty.+ Tin hnh thc hin cc chc nng kinh doanh bng vic iu tit cng vic cho b phn Maketing.+ Thc hin ng tin v k hoch, mc tiu ra.+ Phi hp vi cc Phng trong Cng ty, hp tc vi cc i tc m rng th trng, bo m cung ng, tho mn mi nhu cu cn v cho khch hng, nhm nng cao hiu qu kinh doanh.+ Xy dng cc quy chun o c ngh nghip, nghip v chuyn mn ca b phn.+ Cp nht, lu tr thng tin khch hng.+ Chu trch nhim trc Gim c, ph gim c v qun l, iu hnh nhn vin trong b phn.+ Bo co bng vn bn kt qu hot ng kinh doanh theo nh k 02 (hai) tun/ln. Phng Thng hiu v Marketing:

Mc tiu ca Marketing l lm cch no a hng ha ca mnh n tay ngi tiu dng nhanh nht v nhiu nht. Trong khi, mc tiu ca thng hiu l gia tng s nhn bit ca nhn hiu ca mnh trong tm tr ngi tiu dng theo s nh v ca mnh. V vi cng ty CPTM Minh Chu Hng Yn, vi thc l thng hiu v marketing u tp trung i tng l ngi tiu dng nn b phn thng hiu l mt phn ca b phn marketing v chin lc thng hiu chnh l mt phn ca chin lc marketing.

Trch nhim v quyn hn ca b phn Marketing:+ Trin khai cng tc v cc cng vic hng ngy ca b phn theo s phn cng ca Trng phng kinh doanh.+ Tham mu v xut cc cng vic lin quan n hot ng marketing.+ Thit lp cc mi quan h vi cc i tc bn ngoi nhm mc tiu pht trin Cng ty.+ Chu s phn cng trc tip ca lnh o trong cc trng hp t xut.- i l, ca hng bn l c cc quyn v trch nhim sau y:+La chn nh cung ng, nh phn phi lm i l bn l;+Yu cu nh cung ng, nh phn phi hng dn, cung cp thng tin v cc iu kin c lin quan thc hin hp ng.+Hng th lao, cc quyn v li ch hp php khc do hot ng i l mang li.+Bn nha theo gi do bn giao i l n nh;+Lin i chu trch nhim v tnh php l i vi hot ng kinh doanh, cht lng v gi bn nha bn cho ngi tiu dng;+Chu s kim tra, gim st v thng xuyn bo co hot ng i l vi nh cung ng, nh phn phi;+Cc trch nhim khc theo quy nh ca php lut.- Nhn xt:+u im: Trong qu tnh hot ng mc d c s thay i v cng tc t chc bn hng nhng v c bn cng tc t chc bn hng ca cng ty hot ng kh n nh. Cc nhim v a ra u c cc nhn vin chp nhn v nhanh chng gii quyt, gip cng vic hon thnh ng thi hn.+Nhc im: Vic trao i thng tin gia cc phng ban, cc nhn vin trong phng km hiu qu lm gim s gn kt trong cng ty. Mt s phng ban lm vic cha hiu qu nh tnh trng nhn ri ca nhn vin bn hng mt hng ny nhng li qu ti nhn vin m nhn mt hng khc.2.3.2. Kt qu iu tra trc nghim cng tc t chc lc lng bn hng ca cng ty CPTM Minh Chu Hng Yn Kt qu iu tra trc nghim bng bn hi:- S lng bn hi c pht ra l 10 bn, s lng bn hi thu v l 10 bn: t t l 100%. Bn hi gm 15 cu, kt qu nh sau:- 100% cc nh qun tr c hi u lm vic ti doanh nghip t nht 3 nm, chng t t c mt chc v qun l nh qun tr cn lm ti thiu trong cng ty t nht l 3 nm, nm r v am hiu tnh hnh ca cng ty v th hin s gn b ca mnh vi cng ty. Trong c 60% nh qun tr c tui t 30- 40 tui, th hin cho ta thy cng ty ch trng pht trin i ng lnh o tr nng ng nhit tnh, tm tui ny h tch ly c nhng kinh nghim trong cng vic nht nh, cng nh cuc sng c cch x l mi tnh hung trong qun tr. 10% trn tui 40, h nm gi cc v tr quan trng v gn b vi doanh nghip, qua y ta c th thy s kt hp gia th h i trc v th h i sau b sung nhng kin thc v cng vic cho nhau v 30% di 30 tui to ng lc phn u cho nhng nhn vin tr ang lm vic ti cng ty thy c c hi pht trin bn thn trong tng lai qua h s phn u ht mnh v cng ty.- Cng tc t chc lc lng bn hng ca cng ty cha thc s tt ch chim khong 20% nh gi rt tt, 40% nh gi tt v c n 30% nh gi kh v 10% nh gi trung bnh. Do cng tc t chc lc lng bn hng ca cng ty cha thc s tt nn vn cha khc phc c cc nhc im c bn nh: Chm p ng cc tnh hung c bit. Nh chng ta bit trong thi bui kinh t th trng v cnh tranh khc lit nh hin nay th vic gii quyt cc vn phc tp trong thi gian ngn l v cng quan trng. C th lm gia tng chi ph gin tip. Vn gim chi ph lun l vn m cc doanh nghip quan tm, gim chi ph gip doanh nghip tng kh nng cnh tranh trn th trng ng thi tng them li nhun. Theo nh gi ca mt s nh qun tr th mt s phng ban cha c phn cng quyn hn hp l cn mt s chng cho. Vic phi hp cc hot ng ca cc phng ban cha c tt dn n cng tc t chc lc lng bn hng ca cng ty b hn ch v khng linh hot v cha p ng c i hi ca cng vic ra.- Cng tc t chc lc lng bn hngBng 2.Bng kt qu thc hin cc phng php hun luyn lc lng bn hng:STTCc phng php hun luyn lc lng bn hngim quan trng

54321

1Hun luyn qua cng vic5/1050%5/1050%

2Hun luyn ti lp hc2/1020%5/1050%3/1030%

3Hun luyn bng vi tnh v qua mng5/1050%3/1030%2/1020%

4T nghin cu1/1010%4/1040%4/1040%1/1010%

Cc phng php hun luyn qua cng vic, hun luyn ti lp hc c cc nh qun tr ca cng ty coi trng v a vo hun luyn nhiu nht, c hiu qu nht. Cc phng php hun luyn bng vi tnh v qua mng, t nghin cu cha c nh gi l quan trng nn phng php ny cha c p dng ph bin cn mc trung bnh yu nn cn phi c bin php thay i mt cch nhanh chng v kp thi, chnh v s mt cn i v tnh linh hot km m cng ty trong giai on 2009 v 2010 khng bt kp s thay i ca mi trng kinh doanh. Khi kinh t th gii b suy thoi nng n nh hng khng nh n hot ng kinh doanh ca cng ty m cng tc t chc lc lng bn hng ca cng ty cha linh hot dn ti kt qu kinh doanh ca cng ty trong hai nm l 2009 v 2010 l cha t c nh mong mun.Bng 3. Kt qu nh gi mc nh hng ca cc nhn t n c cu t chc:STT

Nhn t nh hng

im quan trng

54321

1Chin lc kinh doanh ca DN5/1050%4/1040%1/1010%

2Cng ngh 1/1010%4/1040%3/1030%2/1020%

3Quy m ca DN5/1050%3/1030%2/1020%

4Mi trng kinh doanh ca DN6/1060%4/1040%

5Gi c th trng5/1050%5/1050%

6Thi ca khch hng5/1050%4/1040%1/1010%

Cc nhn t c mc nh hng ln n cng tc t chc lc lng bn hng l: Chin lc kinh doanh, mi trng kinh doanh, gi c th trng, thi ca khch hng. Nhng nhn t ny c vai tr quan trng t nhng bc u t chc lc lng bn hng n khi thay i trong cng tc t chc lc lng bn hng. Nhng nhn t cng ngh, quy m DN l nhng nhn t cng nh hng n cng tc t chc lc lng bn hng nhng mc nh hng t hn.2.3.3. Kt qu iu tra phng vn cng tc t chc lc lng bn hng ca cng ty CPTM Minh Chu Hng Yn

Nhm lm r thm nhng vn m bn hi cha lm r, ti thc hin phng vn chuyn su Gim c: ng H Mnh oi, v trng phng kinh doanh: b o Th Hu.

Kt qu phng vn nh sau: hai nh qun tr trn cho bit cng tc t chc lc lng bn hng c vi tr rt quan trng v then cht ti vi s tn ti v pht trin ca cng ty. Cng tc t chc lc lng bn hng ca cng ty cn mt s vng mc trong phn cng nhim v. C s chng cho trong vic qun l cng vic gia phng thng hiu marketing v phng kinh doanh. Do cng vic ca hai phng ny i khi c s nhm ln v khi xy ra s c th trch nhim b n y cho nhau. Do , m kt qu hot ng khng t c nh mong mun, nh hng n mi quan h gia cc phng ban v hot ng kinh doanh ca cng ty. Do vy, cng tc t chc lc lng bn hng ca cng ty cha m bo tnh linh hot v hiu qu.

Chc chn vic tng cng lin h v trao i cc d liu v thng tin gia cc phng ban mt cch lin tc v kp thi s lm gim i mt cch ng k hin tng chng cho cng vic gia cc b phn, gip tng hiu qu cng vic.

Hin nay, cng tc t chc lc lng bn hng ca cng ty l ph hp vi tnh hot ng ca cng ty nhng trong thi gian ti khi i th cnh tranh ngy cng nhiu v mi trng kinh doanh thay i th cng tc t chc lc lng bn hng ca cng ty cng s phi thay i, hon thin cho ph hp vi mc tiu kinh doanh ca cng ty v tnh hnh kinh t. Nhng vn cn tn ti mt s b phn ang hot ng cha hp l, cn c hin tng chng cho nn cng ty ang tm gii php khc phc hin tng ny. 2.3.4. Kt qu phn tch cc d liu th cp v thc trng cng tc t chc lc lng bn hng ca cng ty CPTM Minh Chu Hng Yn.

Lc lng bn hng ca cng ty bao gm nhn vin bn hng ti ch, nhn vin bn hng bn ngoi doanh nghip, v ca hng i l bn l. Lc lng bn hng ti ch ca doanh nghip gm ba nhn vin, chia nhau ph trch cc loi sn phm. Lc lng ny c nhim v tr gip bn hng, nhn th v tr li th cho khch hng, thng xuyn tip xc khch hng thng qua in thoi, th , Fax v c nhim v thng xuyn gi cc bng bo gi cho cc khch hng, ngoi ra h cn tin hnh dch ti liu, son tho hp ng, theo di tnh hnh thc hinhp ng v cng n khch hng. Cn lc lng bn hng bn ngoi ca ton doanh nghip l 4 nhn vin trong c hai nhn vin ph trch loi mt hng PNMC 777, hai nhn vin ph trch loi mt hng PNMC 001. Nhim v chnh ca h l qung b gii thiu sn phm ca cng ty ti cc t chc i l phn phi v tm kim, thuyt phc cc i l bn hng ca doanh nghip, ngoi ra h cn c nhim v theo di tnh hnh tiu th sn phm ca cc i l k kt hp ng ca doanh nghip v h tr mt s cng tc ivi cc i l cp 1. Hn na lc lng bn hng ny cn gii thiu cho hng ti cc t chc tin hnh xy dng thi cng cc cng trnh (nhng cng ty xy dng) v cn tham gia vo u thu cung cp sn phm tm trn nha cho cc cng trnh xy dng. y l lc lng ht sc quan trng ca doanh nghip, vicc mi quan h ca mnh h chnh l nhng ngi i tm kim nhng i tc, nhng bn hp ng v cho doanh nghip. Qua phn tch cc d liu th cp v thc trng cng tc t chc lc lng bn hng ca cng ty CPTM Minh Chu Hng Yn ta thy c rng hin ti cng tc t chc lc lng bn hng hin gi c th ni l cha thc s hon thin. Hn na qua bng bo co kt qu hot ng kinh doanh cho thy rng cng ty t c mc doanh thu kh cao, song vi tim lc ca cng ty th kt qu ny cha thc s l kt qu cao nht m cng ty c th t c. Th hin ch cng tc t chc lc lng bn hng cn nhiu im thiu st v cha hp l. Vic phn cng nhim v chc nng trong cc phng ban cha tt v c s chng cho trong hot ng qun l ca hai phng l phng thng hiu marketing v phng kinh doanh v vic phi hp gia cc phng cn cha tt lm cho hiu qu ca cng vic cha cao v gim i rt nhiu. Do vy khin cho cng ty cha tn dng ht cc c hi kinh doanh v trong qu trnh lm vic cha t c hiu sut cng vic cao nht dn ti kt qu kinh doanh trong cc nm gn y khng c s pht trin vt bc nh mong mun. Chng ta cng cn thy rng tnh linh hot trong cng tc t chc lc lng bn hng cn mc thp khi m kinh t th gii bt u c du hiu suy thoi m v lan khp th gii nh hng khng nh n hot ng kinh doanh ca cng ty. Nh vy cng ty s khng bt kp v thch ng vi s thay i ca mi trng kinh t v m cng vi l lm pht tng cao khin nhu cu mua sm ca ngi dn cng b tht cht. Chnh t nhng iu ny m cng ty cn thit phi thay i, hon thin hn cng tc t chc lc lng bn hng. Qua kt qu iu tra thc trng cng tc t chc lc lng bn hng ca cng ty CPTM Minh Chu Hng Yn ta thy c th nh sau:- Quy m ca lc lng bn hng

Phng kinh doanh ca cng ty gm c 9 nhn vin, trong c 1 trng phng; 1 ph phng v 7 nhn vin trc tip giao dch vi khch hng. Gm 3 nhn vin bn hng ti ch ph trch loi sn phm PNMC 000, 002 v 702; hai nhn vin ph trch loi sn phm PNMC 001, hai nhn vin ph trch loi PNMC 777. ca hng v i l bn l th gm c 7 nhn vin trong c 1 ngi qun l chung, 1 k ton, v mi nhn vin cn li th m nhn mt loi sn phm.

C th ni v quy m ca lc lng bn hng l ln, vi nhng cng vic nh vy th khng cn thit phi s dng nhiu nhn vin nh vy. C th gim bt nhn vin m cng vic vn c th hon thnh tt nht m khng qu ti. Qu nhiu nhn vin s lm cho thi gian nhn ri ca cc nhn vin nhiu, khng khai thc ht nng lc tim n ca nhn vin, to iu kin thi xu nhn vin li nht, tr tr.- Tuyn dng lc lng bn hng

Trong khu tuyn dng lc lng bn hng th cng cha thc s p dng tt cc tiu chun la chn mt cch ph hp vi tng v tr cn tuyn dng gy ra s la chn cha ph hp vi tng chc danh. Hn na mt iu quan trng hn l khi cng ty tuyn dng th li quan tm rt su ti qu kh nhn vin ang thi tuyn, y cng l mt im lm tut i rt nhiu nhn vin bn hng c nng lc v thc s ph hp vi cng vic ca cng ty.- Hun luyn lc lng bn hng

C th ni cng ty t chc hun luyn cho lc lng bn hng rt k cng ngay t khi bt u gia nhp cng ty cng nh khi lm vic trong cng ty. Cng ty trang b cho cc nhn vin y kin thc v sn phm cng nh cc k nng bn hng nhn vin c th c y kin thc v k nng lm vic. Song, vic nm bt kin thc v hc hi cc k nng, kinh nghim trong cng vic li hon ton ph thuc vo tng nhn vin.- To ng lc cho lc lng bn hng:

Nhn vin bn hng lun gi mt v tr rt quan trng trong cc qu trnh hot ng kinh doanh. H khng ch l nhng ngi trc tip lm ra doanh thu, m h cng l b mt ca cng ty v chu trch nhim truyn ti hnh nh ca cng ty ti ngi tiu dng. Vy c mt i ng nhn vin l tng, trung thnh v lm vic c hiu qu th vic to ng lc cho nhn vin bn hng l mt iu ht sc quan trng trong cng tc qun tr bn hng. c mt s bng chng cho rng s khc nhau v kt qu bn hng l do c s khc nhau v mc ng vin nhn vin bn hng. Cng ty to s nhit tnh trong nhn vin nhng hnh thc sau: + Khch l v ti chnh: c hiu l nhng ch khen thng thng qua lng thng. Ch th lao ny bao gm cc khon trc tip v gin tip. Trong khon trc tip c 3 phng php tr khc nhau l lng c bn, hoa hng, kt hp tr lng v tr hoa hng. Ngoi ra, cc khon gin tip l cng tc ph v phc li. + Khch l phi ti chnh: Nhn vin rt thch c cng nhn v nh gi cao l hon thnh tt cng vic, h cng mong mun cc nh qun l ang lng nghe kin ng gp ca h v nhanh chng hnh ng gii quyt cc vn khc mc gip h. Vic to ra mi trng lm vic tp th cho cc nhn vin bn hng cng c ngha tinh thn rt ln. V nh qun tr ng qun sc mnh ca cc loi phc li khc nh cho php ngh h, chnh sch nghm au hp l, gip ti chnh khi nhn vin i khm bnh... Nhng li ch nh vy s gip doanh nghip gi chn cc nhn vin bn hng ca mnh. Ngoi ra c th to ng lc bn hng cho nhn vin bng cch to s thi ua bn hng gia cc b phn, nhn vin trong ton doanh nghip. Cng ty hiu rt r rng to ng lc cho lc lng bn hng chnh l to ng lc cho s pht trin ca cng ty hin ti v cng nh tng lai nn cng ty lm kh tt. Nhng sng trong mt mi trng kinh t lun lun thay i, pht trin khng ngng th s thay i v mi mt l cn thit, thay i hon thin mnh v bt kp vi thi i. Khi mc sng ca con ngi ngy cng c nng cao con ngi dn i vo li sng hng th h s th ng lm bn thn tr tr, iu ny s lm gim st cng vic mt cch nhanh chng. Chnh v vy m cng ty khng c lng qun m phi lun to ng lc mi cho nhn vin ca mnh c bit l nhn vin bn hng h lun c ng lc thc y mnh hon thnh cng vic mt cch tt nht.CHNG 3: CC KT LUN V XUT HON THIN CNG TC T CHC LC LNG BN HNG CA CNG TY CPTM MINH CHU HNG YN3.1. Cc kt lun v pht hin qua nghin cuT nhng kt qu phn tch ca chnh mnh v tnh hnh thc t cng tc t chc lc lng bn hng ti cng ty CPTM Minh Chu Hng Yn ti nhn thy rng cng tc t chc lc lng bn hng l vn rt ng c quan tm, lu hn c trong tt c cc hot ng qun tr ca doanh nghip. Khng ch ring cng ty CPTM Minh Chu Hng Yn phi lu iu ny, v nh chng ta bit vai tr ca bn hng l ht sc quan trng, y chnh l hot ng trc tip to ra doanh thu v li nhun cho cng ty. Nn trong bt k hon cnh no chng ta khng th cho php mnh c t tho mn vi nhng g ang c vi doanh s t c m phi phn u khng ngng. Khi bn cn ang qu say xavi nhng vinh quang v chin thng s l lc bnto c hi cho i th canh tranh vt qua mnh v sm hay mun g bn cng s tr thnh k tht bi, b loi ra khi th trng. Chnh v vy cng tc t chc lc lng bn hng ti cng ty CPTM Minh Chu Hng Yn cn phi thng xuyn ci tin thc y tiu th hng ho. Tuy l thng hiu ca cng ty cn cha c nhiu ngi bit n nhng theo bo co kt qu hot ng kinh doanh th thy doanh nghip cng t c mt s kt qu rt tt. C th ni rng trong thi gian va qua cng tc t chc lc lng bn hng ti cng ty CPTM Minh Chu Hng Yn cng c nhng thnh cng ng k bn cnh nhng thiu st, hn ch. 3.1.1. Nhng thnh cng v nguyn nhn Thnh cngQua bng bo co kt qu hot ng kinh doanh ca doanh nghip t nm 2008 n 2010 cho thy rng tnh hnh kinh doanh ca doanh nghip rt c hiu qu hng nm doanh thu vn tng mang li li nhun v ng gp vo vic nng cao i sng vt cht ca ngi lao ng trong cng ty v x hi ni chung gip x hi pht trin hn. Th hin qua bng s liu di y:Bng 4. Bng doanh thu nm 2008-2010: (VT: VN) Nm Ch tiu200820092010

Doanh thu14,599,845,55030,456,654,87049,966,674,630

y cng l nhng thnh cng trong t chc c cu t chc, b tr sp xp ngun nhn lc, v khng th khng k n cng tc t chc lc lng bn hng hin ti cng ty ang p dng.Nguyn nhn

Nguyn nhn v mc doanh thu gia tng ni trn l do cng tc t chc lc lng bn hng ca cng ty thng xuyn c theo di, kim tra qua tnh hnh tiu th sn phm ca doanh nghip xem cng tc t chc lc lng bn hng hin gi hp l cha kt hp vi tnh hnh bin ng ca th trng t ra nhng hng dn ch o v tnh hnh sn xut kinh doanh, v chnh sch gi khi c s t bin tng gim gi trn th trng. Thng xuyn n c, kim tra tnh hnh hot ng ca tng ngi, tng cng vic chc trch nhim v ca tng nhn vin bn hng. C th coi l mt s tin b nhng cng tc ny vn cn phi hon thin hn na nhm nng cao hiu qu bn hng nht l trong tng lai quy m ca doanh nghip ngy mt gia tng, mc tiu bn hng ngy mt ln.

Ngoi ra nhn vin v cng ty tm ra mc tiu chung, thng qua thc hin cc mc tiu chung t c mc tiu ring cho tng c nhn v cng ty nhanh chng nm bt c xu hng nhu cu ca th trng trn nha. l trong nhng nm gn y, vi s pht trin ca nn kinh t nhu cu v xy dng cc cng trnh gia tng ko theo s tng mnh v trang tr ni tht vn phng, p chng nng xng sn xut hay lm p cho cc cn nh mi xy.Vi c tnh nh, bn mu, kiu dng a dng bt mt, to s sang trng cho cc cng trnh, loi vt liu ny ang tr thnh s la chn s mt ca nhiu khch hng. Trong khi th trng ang c nhu cu tng cao nh th, m trong nc nhng c s kinh doanh mt hng ny ch yu l nhp khu t nc ngoi v tiu th trong nc, v sn xut th n nay rt t cng ty trong nc sn xut mt hng ny. y chnh l mt li cng ty pht trin, l c hi kinh doanh ca cng ty hin ti cng nh tng lai.3.1.2. Nhng tn ti v nguyn nhnTn tiCng tc t chc lc lng bn hng vn cn chu nh hng nhiu ca qun l cp cao, do cng tc t chc lc lng bn hng km nng ng, km linh hot trong x l cng vic, cha pht huy c hiu qu lm vic mt cch tt nht. K hoch bn hng ca doanh nghip cn cha st vi tnh hnh thc t kinh doanh. C nhng k hoch a ra th nhn vin hon thnh rt d dng nhng c nhng k hoch a ra th vt mc qu cao dn n nn tr trong cng vic. Ngoi ra sp xp cng vic cc nhn vin trong b phn vn cn hin tng chng cho v d nh mt cng vic li c qu nhiu ngi cng lm, cng vic th khng c ai lm c. Lc xy ra s c th dn n tnh trng n y trch nhim cho nhau ca cc nhn vin. i khi gy mt on kt ni b nh hng khng nh ti tnh hnh kinh doanh ca cng ty cng nh hnh nh cng ty xy dng trong nhng nm qua.Cht lng cng vic ca nhn vin bn hng ngoi doanh nghip lm cn cha tt dn n khi lng tiu th sn phm ca loi sn phm PNMC 777 tng khng ng k theo tng nm. Tnh trn mc doanh thu th trung bnh tng 7% qua cc nm nhng so snh vi mc lm pht tng nm th li c tc i xung.Ngoi cc vn v cng tc t chc lc lng bn hng th cng ty cn c nhng vn kh khn khc nh v th trng, i th cnh tranh, gi c hng ha......Trong thi gian ti cng ty cn phi c nhng bin php khc phc nhng mt cn yu km, hon thin hn v cng tc t chc lc lng bn hng gip cng ty ngy cng ln mnh v pht trin hn.Nguyn nhn:Do ngi qun l bn hng cha c ton quyn quyt nh trong cng tc t chc lc lng bn hng, vn b ph thuc cp trn nn cha th pht huy ht kh nng, nng lc v kinh nghim ca h. Nhiu trng hp dn ti chy mu cht xm, rt khng c li cho cng ty.

Phng kinh doanh v thng hiu Marketing i khi trong thc hin chc nng cn cha tt thiu s thng nht v ng b. Nhn vin trong cc phng cha th hin c vai tr ca mnh, thiu nng ng, thiu kinh nghim trong cng vic.Cng tc lp k hoch cn yu km, cng tc trin khai k hoch cn tr tr thiu s phi hp gia cc phng, b phn lin quan mt thit, cc quyt nh ca b phn cn chng cho dn n tnh trng n y trch nhim cho nhau. Vic lp k hoch bn hng ti cng ty cn nng v ch o v kinh nghim nn cc phng php lp k hoch, cn c lp k hoch, quy trnh lp k hoch cn cha hon thin, dn n cht lng lp k hoch l cha cao. K hoch ca cng ty cha st vi thc t kinh doanh nn c nhng loi mt hng th cng ty c th tiu th vt xa so vi k hoch ra th li khng hng cung ng gy mt mt lng ln khch hng, nhng cng c nhng loi mt hng khng tiu th ht nhng k hoch sai nn sn xut nhiu dn n tnh trng ng hng lm mt rt nhiu chi ph cho vic tn tr v t gnh nng rt nhieuf ln vai lc lng bn hng.Trnh v kinh nghim ca nhn vin bn hng ngoi doanh nghip cn hn ch, s lng th tha nhng cht lng th cha tht s m bo. iu ny lm hn ch vic gia tng ca doanh thu sn phm.3.2. Cc xut v kin ngh nhm hon thin cng tc t chc lc lng bn hng ti cng ty CPTM Minh Chu hng YnTrong iu kin nn kinh t th trng nh hin nay, s cnh tranh gia cc doanh nghip din ra ht sc gay gt, do vy c th tn ti v pht trin c i hi mi DN phi khng ngng nng cao v hon thin cng tc t chc lc lng bn hng ca mnh. Qua vic nh gi phn tch doanh thu hot ng bn hng cng nh cng tc t chc lc lng bn hng ti cng ty CPTM Minh Chu Hng Yn ti thy cn mt s tn ti v kh khn i hi phi c gii php hon thin v khc phc nhng tn ti nhm gip cho cng tc bn hng t c cc mc tiu ra. Do vy, sau thi gian thc tp ngn ngi ti cng ty v bng s hiu bit hn ch ca mnh ti xin mnh dn a ra mt s xut v kin ngh c th hon thin cng tc t chc lc lng bn hng ti cng ty.3.2.1. Cc xut- Nng cao nng lc qun tr i vi lc lng lnh o bn hng

+ Lun lun cao vic trau di bn lnh chnh tr ca mnh. Bn lnh chnh tr c hiu l s trung thnh vi DN, ngi c bn lnh chnh tr l ngi c lp trng vng vng trc cc bin c ca thng trng. y l iu ht sc quan trng v nh qun tr l u tu ca DN, l ngi cho li hot ng ca DN theo chc nng nhim v, v tr c phn cng. Nu khng c bn lnh chnh tr vng vng th nh qun tr s khng truyn t c s tm huyt, lng tin, sc c gng v lng trung thnh vi DN vi mc tiu l lnh o DN ra.

+ Phi lun hc hi bit cch giao tip ng mc vi tng i tng qun l ca mnh. Trc tin nh qun tr bn hng hy l mt ngi bit lng nghe, lng nghe nhn vin ca mnh c v n gin nhng thc t n li l mt thiu st thng gp cc nh qun tr. Khi nh qun tr bit lng nghe nhn vin l lc nh qun tr ang tm ra cho mnh nhng vn m cng ty ang vp phi t s c phng hng gii quyt. Th hai hy dnh thi gian cho nhn vin gp g trc tip bn bc, kim tra cng vic v a ra kin gip nhn vin. Th ba hc cch giao tip tr chuyn vi mt nhm cc nhn vin.

+ Ngoi nhng iu trn nh qun tr bn hng cng phi to dng cho mnh mt s k nng ht sc cn thit sau:

Kh nng nhy cm, nhy cm trong i nhn x th, phi bit cch kt hp nhn vin vo mt bu khng kh vn ha, t ng gip nhn vin pht trin hng ti mc tiu cao hn. Bn thn cng cn trc tip ha hp vi nhn vin, duy tr vic hun luyn v pht huy nng lc lm vic cng tnh sng to ca nhn vin.

Kh nng nhn xa trng rng xy dng tng lai cho doanh nghip, v lnh o c kh nng nhn xa c th suy on c nhng iu cha bit, vn dng tng cc nhn t, con s, mong mun, c hi thm tr nhng ri ro... sy dng s nghip cho DN. H s khng b cm r bi nhng li ch nh trc mt, khng s hi vi nhng kh khn hin ti m lun lun duy tr mt mc tiu di hn.

Kh nng ng bin vi nhng thay i, vi t cht ny nh qun tr s bnh tnh i mt vi cc tnh hung cha h d liu hay khng ngh ti xut hin trong qu trnh lp nghip, thch ng thun li vi cc thay i.

Kh nng nhn ni, nhn ni trc kh khn hin ti hng ti tng lai. Nh qun tr phi l ngi cn c nhng ngh v hnh ng vt mi ngi, ng thi qun mnh v tng lai ca s nghip. Ch c tin tng mnh lit vo mc tiu lu di v c gng trng k mt cch kin nhn mi c th thc hin c mc tiu.Nng cao k nng t duy: y l k nng c bn khi u v cn c ca nh qun tr bn hng, ngi lnh o cn bit cch t duy h thng, bit dung np cc quan im khc bit xem xt phn tch a ra cc cch t chc lc lng bn hng sao cho hp l, hiu qu v ph hp vi mc tiu pht trin ca cng ty.K nng t chc: l k nng lm vic vi con ngi v phng tin, nm bt c thng tin nhanh chnh xc a ra cc quyt nh iu phi s dng lin kt, c lp, phn r nhn vin bn hng trong v ngoi cng ty. H phi c cc kin thc v sn phm tht vng chc, bit sng to v khng bao gi b tay trc mi tr ngi, bit tp hp v s dng nhn ti trong mi tnh hung bt ng hay kh khn xy n vi cng ty.Nng cao k nng nghip v: l k nng hiu bit v nghip v chuyn mn ca lc lng bn hng nh: k nng giao tip, k nng s dng ting anh thnh tho, k nng x l tt trong nhng tnh hung bt ng. nng cao cc k nng trn l c mt qu trnh i hi phi tch ly, hc hi khng ngng. Qua cng ty cn ra cc phng thc hp l hon thnh v d cn t chc cc lp o to ngn hn cc nghip v v qun tr bn hng cng nhau tho lun v trao i kinh nghim ln nhau hoc hc tp cc trng i hc ln hoc thu cc chuyn gia gii v trc tip trao i ti cng ty.

+ Phi bit khch l nhn vin bn hng: Rt nhiu nh DN hay nh qun l u phn nn rng Ti sao cc nhn vin bn hng khng thc hin ng yu cu t ra? Bao gi cng ni mt ng lm mt no. Bn cht vn y l k hoch khch l bn hng ca nh qun tr bn hng. Theo l thng th nhn bn hng mun thu c nhiu li ch vt cht vi n lc b ra t nht. Cc doanh nghip v cc nh qun l li mong t c li nhun ti a vi s phin nhiu ti thiu. Cch thc d dng nht l thc y ng c lm vic ca i ng nhn vin bn hng chnh l s khch l bng vt cht hay phi vt cht. iu quan trng l cc khch l ny phi ph hp vi mc tiu kinh doanh ca DN nu khng hiu lc ca nh qun tr trong vic ra mc tiu v bt nhn vin bn hng phi tha hnh s b ph sn. Vy tt nht trc khi xy dng k hoch khch l nhn vin bn hng, nh qun tr phi xc nh r rng mc tiu ca lc lng bn hng l g, v d nh pht trin th trng Min Bc hay tng doanh thu t khch hng hin ti hoc nhng khch hng mi. T cn xc nh r t l phn trm doanh s bn hng hin ti thu c t nhng mc tiu trn.- To dng i ng bn hng chuyn nghip

Gy dng mt i ng bn hng nh cao lun l iu mong c ca cc nh qun l. c i ng l tng nh qun tr phi tin hnh cc cng vic gy dng ngay t khu u tin trong cng tc t chc lc lng bn hng.

+ Th nht v quy m: Nn ct gim bt nhn vin bn hng c nhn vin ti ch, nhn vin ngoi DN v nhn vin bn cho ca hng i l ca cng ty, ng thi tuyn dng thm nhn vin c cht lng cao. Do c th ni lc lng bn hng ca cng ty lc ny l tha m li thiu, tha l tha v s lng v thiu l thiu v cht lng.

+ Th hai v cng tc tuyn dng: y l khu i tm kim ti nng nhng t cht t cc ng vin c th ph hp vi yu cu ca DN v cc chc danh bn hng. Thc hin tt khu ny em li cho DN mt phn c may trong vic gy dng mt i ng bn hng l tng. Trong giai on ny DN nn thu ht cc ng vin t nhiu ngun khc nhau, cc trng i hc, c bit c th thu ht cc thc tp sinh ti cng ty. y c th l nhng ngun ph hp nht vi yu cu cng ty.

+ Th ba v hun luyn lc lng bn hng: tng cng hun luyn lc lng bn hng c v kin thc sn phm ln cc k nng bn hng thng qua hun luyn qua cng vic, hun luyn ti lp hc t chc ti cng ty, ng thi khuyn khch t nghin cu, qua my tnh, qua mng. to ra c nhng nhn vin c cht lng cao nht, p ng y yu cu cng vic cn.

+ Th t v to ng lc cho nhn vin: y l iu v cng quan trng, trong mi trng hp th vic to ng lc cho nhn vin phi c xp l quan trng nht. Lun lun thay i to ng lc mi khng ch cho nhn vin bn hng m cn cho tt c cc nhn vin. Ai trong mi chng ta sng v lm vic u cn c ng lc, khi c ng lc th cng vic lun c hon thnh nhanh nht v tt nht. Chnh v vy trong cng tc hon thin cng tc t chc lc lng bn hng th vic lun to ng lc mi cho lc lng bn hng l v cng quan trng, nh hng rt ln n lc lng bn hng.- Xy dng tc phong lm vic chuyn nghip, hin i, k c v trang phc, tc phong, ngn phong trong giao tip; tinh thn thi lm vic, phng thc ng x, gii quyt cng vic mt cch thnh tho, linh hot, nhanh chng, chnh xc, t hiu qu cao; lun tn trng v sn sng p ng, tha mn nhu cu khch hng v quan h tt vi cc i tc, cc n v bn. - Xy dng mi quan h phi hp, h tr cng vic gia cc phng v trong tng b phn chc nng vi nhau mt cch cht ch, tt c cng v mc tiu hon thnh nhim v chung. Xy dng mi quan h thn thin gia CB-NV vi nhau: gp mt cho hi n cn; to nn tnh cm gn b, sn sng h tr nhau trong cng vic chuyn mn v cng vic chung ca cng ty; gip nhn vin ca hai phng Mar v kinh doanh khng mu thun hay chng cho cng vic. - Xy dng mi quan h giao tip tt gia cp qun l bn hng v nhn vin bn hng. Nhn vin bn hng tn trng v chp hnh nghim chnh s ch o, thc hin tt s phn cng ca cp trn. Nh qun l bn hng quan tm n nhn vin v khuyn khch, ng vin tinh thn lm vic, pht huy kh nng ca nhn vin, lm cho nhn vin lun tin tng, phn khi, hon thnh xut sc nhim v c giao. Gip cng tc t chc lc lng bn hng ngy mt hon thin hn.3.2.2. Kin ngh- Vi cng ty+ Tng cng cng tc iu tra nghin cu th trng cng ty c th lp k hoch bn hng chun xc, trnh tnh trng sn xut tha hay thiu nh hng n kt qu kinh doanh ca cng ty. To s n nh trong cng tc t chc lc lng bn hng ca cng ty.+ Nng cao cht lng, a dng ha sn phm: hin nay trn th trng c rt nhiu sn phm v tm trn nha v cng bt mt m chi ph s dng li rt mm lm tng mc cnh tranh vi sn phm ca DN, i hi DN cn phi tip tc phn u nghin cu khng ngng cho cc sn phm c sc mnh cnh tranh cao sc cnh tranh vi cc sn phm khc trn th trng.+ Hon thin mng li tiu th trong nc. Cng ty m thm nhiu cc ca hng i l khp ni trn ton nc v tip tc phn u sang th trng nc ngoi.+ Nng cao trnh ca i ng cn b cng nhn vin. Hin ti cng ty cha c nhn vin tu nghip nc ngoi, cng ty nn sp xp v c nhn vin sang nc ngoi hc tp hc hi v thu thp kinh nghim sau ny v gip ch cho s pht trin ca cng ty.+ Tng cng p dng khoa hc k thut vo sn xut kinh doanh. Khi m kinh t x hi ngy cng pht trin th khoa hc k thut cng ngy cng pht trin, vic a khoa hc cng ngh vo sn xut l v cng cn thit. N gip tng nng sut lao ng m cc sn phm c lm theo dy chuyn cng v cng chnh xc v bng trn bt mt hn, gip gia tng sc mnh cnh tranh cho sn phm cng nh cho cng ty trn th trng.- Vi Nh nc v cc c quan c thm quyn+ Chnh ph nn a ra cc chnh sch n nh gi in v gi xng du. Do y l hai nguyn liu nh hng trc tip ti chi ph sn xut, gi thnh sn phm. Nhng bt n ny nh hng khng nh n s thay i lin tc trong cng tc t chc lc lng bn hng ph hp vi tnh hnh kinh doanh.+ Gim thu cho cc DN sn xut trn nha trong nc c th cnh tranh vi cc sn phm ca nc ngoi trn ngp vo Vit Nam.+ Chnh ph nn thn thin hn i vi cc doanh nghip trong nc c bit l cc doanh nghip trong lnh vc sn xut nha. Hin nay chnh ph rt khng thn thin vi cc doanh nghip sn xut nha do sn xut nha gy nh hng rt ln n nhim ngun t, nc, khng kh. Do cha c c s x l trit .+ Chnh ph nn ng ra tp trung cc doanh nghip cng lm v ngnh nha cng xy dng mt nh my x l cht thi cng nghipca ngnh nha ngnh nha c th tip tc pht trin m khng nh hng n cc ngnh khc.TI LIU THAM KHO- Gio trnh qun tr tc nghip doanh nghip thng mi- Gio trnh qun tr kinh doanh dch v- Cc bo co mu ca kha trc- Bo co ti chnh ca cng ty CPTM Minh Chu Hng YnLI CM N

Sau qu trnh thc tp ti cng ty c phn Thng mi Minh Chu Hng Yn v trn c s cc kin thc tch ly c, em hon thnh chuyn tt nghip vi ti: Hon thin cng tc t chc lc lng bn hng ti cng ty C phn Thng mi Minh Chu Hng Yn.

Em xin c by t li cm n chn thnh n cc thy, c trong trng v trong khoa Qun tr doanh nghip trng i hc Thng Mi. c bit, em xin cm n su sc n thy Trn Vn Trang, ngi tn tnh hng dn v gip em trong sut qu trnh lm chuyn tt nghip.

Em cng xin gi li cm n ti Ban Gim c, cc trng b phn, cng ton th cn b nhn vin ca cng ty c phn Thng mi Minh Chu Hng Yn to iu kin ht sc thun li cho em c tm hiu thc t c c s v s liu hon thnh chuyn ny.

Trong qu trnh nghin cu v thc hin ti ny, do cn nhiu hn ch v mt thi gian cng nh nhn thc v kinh nghim nh gi vn nn em cng khng trnh khi nhng thiu st v ni dung v phng php. V vy, em rt mong nhn c s gp ca cc thy c v cc bn chuyn ca em c y v hon thin hn.

Em xin chn thnh cm n!

H ni, ngy thng nm 2011

Sinh vin

Trnh Th Thanh HuynMC LC1CHNG 1: TNG QUAN NGHIN CU TI

11.1. Tnh cp thit nghin cu ca ti

11.2. Xc lp v tuyn b vn trong ti.

21.3. Cc mc tiu nghin cu.

21.4. Phm vi nghin cu.

21.5. Mt s khi nim v phn nh ni dung ca vn nghin cu.

21.5.1. Khi nim cng tc t chc lc lng bn hng

31.5.2. Ni dung ca ca cng tc t chc lc lng bn hng

8CHNG 2: PHNG PHP NGHIN CU V CC KT QU PHN TCH THC TRNG CNG TC T CHC LC LNG BN HNG CA CNG TY C PHN THNG MI MINH CHU HNG YN

82.1. Phng php nghin cu

82.1.1 Phng php thu thp v x l d liu s cp:

82.1.2. Phng php thu thp v x l d liu th cp: Cc d liu th cp l cc d liu ly t cc thng tin c sn v c thu thp t cc ngun sau:

82.2. nh gi tng quan tnh hnh v nh hng nhn t mi trng n cng tc t chc lc lng bn hng ca cng ty c phn Thng mi Minh Chu Hng Yn

82.2.1. Gii thiu v cng ty

102.2.2. Kt qu hot ng kinh doanh trong 3 nm 2008-2010

132.2.3. Phn tch nh hng nhn t mi trng n cng tc t chc lc lng bn hng ca cng ty c phn Thng mi Minh Chu Hng Yn

172.3. Kt qu phn tch cc d liu thu thp

172.3.1. Tng quan cng tc t chc lc lng bn hng ca cng ty CPTM Minh Chu Hng Yn

202.3.2. Kt qu iu tra trc nghim cng tc t chc lc lng bn hng ca cng ty CPTM Minh Chu Hng Yn

232.3.3. Kt qu iu tra phng vn cng tc t chc lc lng bn hng ca cng ty CPTM Minh Chu Hng Yn

232.3.4. Kt qu phn tch cc d liu th cp v thc trng cng tc t chc lc lng bn hng ca cng ty CPTM Minh Chu Hng Yn.

27CHNG 3: CC KT LUN V XUT HON THIN CNG TC

HYPERLINK \l "_Toc263672086"T CHC LC LNG BN HNG CA CNG TY CPTM MINH CHU HNG YN

273.1. Cc kt lun v pht hin qua nghin cu

273.1.1. Nhng thnh cng v nguyn nhn

293.1.2. Nhng tn ti v nguyn nhn

303.2. Cc xut v kin ngh nhm hon thin cng tc t chc lc lng bn hng ti cng ty CPTM Minh Chu hng Yn

303.2.1. Cc xut

343.2.2. Kin ngh

TI LIU THAM KHO

PH LCDANH MC BNG BIU11Bng 1.Bng bo co kt qu hot ng kinh doanh trong 3 nm 2008-2010

21Bng 2.Bng kt qu thc hin cc phng php hun luyn lc lng bn hng:

22Bng 3. Kt qu nh gi mc nh hng ca cc nhn t n c cu t chc:

28Bng 4. Bng doanh thu nm 2008-2010:

DANH MC S , HNH V17Hnh 1.1.S t chc b my qun l doanh nghip

18Hnh 1.2.S t chc lc lng bn hng v cc b phn lin quan

DANH MC T VIT TTC phn Thng mi: CPTMDoanh nghip

: DNVit Nam

: VN

Ban gim c

Phng K ton ti chnh

Phng hnh chnh nhn s

Phng Kinh doanh

Phng k thut

Phng thng hiu v Marketing

Gim c

P.Kinh doanh

P.Thng hiu v Marketing

Nhn vin bn hng bn ngoi ph trch mt hng PNMC 777

i l, ca hng bn l

Nhn vin bn hng bn ngoi ph trch mt hng PNMC 001

Nhn vin bn hng ti ch ph trch mt hng PNMC 000 v 702

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