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7/31/2019 slide qun tr chin lc
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1.1 Giithiu khi qut v cng
ty Thgii di ng Tn y ca DN: Cng ty TNHH Th Gii Di ng
(Mobile World Co, LTD)
Ngy thnh lp: 03/2004 Loi hnh DN: Cng tyc phn
Tell: 1900.561.292
Website: http://www.thegioididong.com/
Chuyn mua bn sa cha cc thit b lin quan n inthoi di ng, thit b k thut s v cc lnh vc lin quann thng mi in t.
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mng kinh doanh caThgii ding
Tm nhn chin lc: tr thnh thng hiu hng u vcung cp cc sn phm k thut s cng ngh cao ti Vit
Nam mang tm c quc t
S mng kinh doanh: Bn s hi lng
Gi tr ct li:
- Ngun nhn lc
- Cht lng lng sn phm v dch v- Quan h hp tc
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1.3 Mtsch tiu ti chnh c
bn
Doanh thu nm 2010 tng gp i nm trc ln 150 triu USD v hahn s tip tc tng gp i trong nm 2011(theo s liu phn tch c)
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II. Phn tch mi trng bn ngoi2.1. Tc tng trng ca ngnh:
Thc trng ngnh bn l ni chung Vit Nam:pht trin mnh: gn 640siu th v 100 trung tm mua sm
Th trng cn rt nhiu khongtrng: dn s tng i tr vi nhhng ca internet, truyn hnh, dulch, v.v... lm tng nhu cu mua sm
Th trng bn l tip tc tngtrng ti Vit Nam
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2.2. Giai on trong chu k pht trinca ngnh.
Nm 1996, trung tm kinh doanh in thoi di ng caFPT (FMB) ra i, phn phi sn phm ca cc hng nhAlcatel, Siemens, Ericsson v Samsung
2009, FMB sp nhp vi 2 cng ty thnh vin khc caFPT l FDC (Cng ty Phn phi FPT) v FRT (Cng tyBn l FPT) tr thnh Tng Cng ty Phn phi FPT
6-2011, Vit Nam c 30,2 triu khch thu bao in thoidi ng, ngang nga vi lng ngi s dng Internettrn c nc
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Tc mua sm qua inthoi di ng trn toncuhinangtng ln rt nhanh:
Thng 7-2010, nh bn lAmazon.com cng b doanh thuqua thit b di ng vt qu cons 1 t la M
eBay d bo doanh thu thng midi ng (mobile commerce) ca
hng trong nm 2011 vo khong1,5-2 t la.
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Cng ty t vn Booz & Company th doanh thu thngmi di ng M, c, Php v Anh trong nm 2011 nychim khong 10 n 15% doanh s bn l.
Nht Bn v Hn Quc th ngi tiu dng sn sng thaymy ch sau su thng.
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Tuy nhin, nhn cn cnh hn c th thy ngnhbn l in thoi di ng khng h d n v angc nhng du hiu gim nng trong tng lai
Cty Pht Tin chuyn sang kinh doanh sn phm khc
Mc li nhun bnh qun trn mi sn phm m cc nh
phn phi chnh hng phn phi cha ti 5%. Theo IDC, tng trng v s lng dng in thoi c gi
trn 3 triu ng ti Vit Nam ch cn khong 25%. Dngin thoi gi thp c d bo c mc tng khng nhnh
hn 4-5%)
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2.3. nh gi tc ng ca mi trng vm
a. Mi trng nhn khu:
Dn sVit Nam l 90.549.390 ngi, ngth 14 trn
thgii Vit Nam ang trong thikccu dn s vng
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b. Mi trng kinh t Tng trng kinh t ca Vit Nam chm li 5,9% v lm
pht tng vt trong nm 2011 ti 18,58%
Ch s gi tiu dng (CPI) trong thng 12 nm 2011 tng18,13% so vi cng thng nm 2010
Ngi thnh th c thu nhp cao hn ngi nng thntrung bnh 2,04 ln
Thu nhp trung bnh ca ng bo thiu s ch bng 40%so vi trung bnh c nc
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c. Mi trng cng ngh Pht trin cng ngh s thu ht c khch hng hn
Cc sn phm c tnh nng cao gi c ph hp
Sn phm c mu m kiu dng tinh t Vic bn hng trc tuyn, dch v thanh ton trc tuyn
cng c y mnh => p ng c khch hng
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d. Mi trng chnh tr C hi cnh tranh lnh mnh gia cc cng ty trong ngnh
Ngy 19/6/2009: k hp th 5 quc hi kha XII ra
ngh quyt s 32 nm 2009/QH12:
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e. Mi trng vn ho Gii tr hin nay rtnhiu ngi am mv cng ngh => chi cho cc cng ty v
cng ngh s phttrin sn phm phcv khch hng
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2.4. nh gi cngcnh tranhtrong ngnh
a. eda gia nhpmi Ngnh bn lin - intcn chi phu vo ln xy
dngca hng .
Yu cuv chuynbit ha snphm th thp khng cn qunhiu kinh nghim
Tnh kinh t theo quy m tc nglnti ngnh ny . Ngnh bn linthoiintang trn tngtrng v
chunbbc sang giai on bo ha v vy cc ro cn giainhp kh nhiu nn cngcnh tranh trong ngnh s khngcao .
Thang imnh gi l 6/10
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b. e da t cc sn phm dch vthay th
Chi ph chuyn i trong s dng sn phm l khng caokhch hng c xu hng s dng thay th cc sn phm
bnh dn bng cc dng sn phm cht lng cao.
Tng quan gia gi c v cht lng ca cc mt hngthay th l cao. V vy cng cnh tranh trong ngnhkh cao.
Thang im nh gi: 7/10
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c. Quynlcthnglngcanh cung ng
Mc tp trung trong ngnh cao ,chu k sng sn phmph thuc rt ln vo s pht trin ca khoa hc cngngh.
Chi ph chuyn i gia cc nh cung ng khng cao.
Thang im nh gi: 5/10.
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d.Quynlcthnglngcakhch hng : Slngngi mua rtln Yu cuvc tnh trong mt
dng snphm khng c skhcbit kh ln
=> cngcnh tranh thp
Thang imnh gi : 5/10.
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e. ithcnh tranh
Tnh cnh tranh trong dtha cng sut mtsmthng xuthin v n nhhngti gi cca cc mthng cng ngh.
ithcnh tranh trong ngnh kh nhiu tuy nhin cmtsith chnh ca cng ty thgii di ngnh:FPT, Trn Anh, Pico , Ph ng.
=>Cngcnh tranh trong ngnh kh cao . Thang imnh gi 9/10
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f.Cc bn lin quan khc
Cc c ng , chnh ph , dn chng th nh hng khngng k trong ngnh v vy cng cnh tranh thp.
Thang im nh gi 3/10.
2 5 X EFAS
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2.5 Xy dng m thc EFASCc nhn tchinlc quan
trng
Xploi Tng im
quan trng
Ch gii
Cc chi:
1. Tctngtrng kinh t cavit nam cng
nhthgii ngy cng pht trin
2. Vvit nam gia nhp WTO
3. Hthng phn phi ngy cng chuyn nghip
hn
4. S pht trinca cng ngh
5. Tc thnh th ha v chtlngcucsng
ngy cng cao
0.2
0.1
0.05
0.1
0.05
3
3
4
4
2
0.6
0.3
0.2
0.4
0.1
Cvthtt do l mt cng
tyiu trong ngnh
Mrng quy m
Cn thm thi gian
Cn thm thi gian
M rng quy m v nng
xut nng caovth
Cc eda:
1. Cc cng ty nc ngoi c xu hng xm
nhp thtrngvit nam
2. Tnh trnglm pht
3. Tnh trng bo ha trong ngnh bn l in
thoi di ng
4. Cnh tranh gia cc cng ty trong ngnh
5. Cng nghipphtr v hthng phn phi ,
giao thngvnti cn km
0.15
0.05
0.03
0.25
0.02
4
3
3
4
3
0.6
0.15
0.09
1.0
0.06
Vthtt
nhhngti ton cu
Tm kimthtrngmi
Vthtt
Thm thi gian nng cao
Tng 1.0 3.6
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III. Phn tch mi trng bn trong3.1. Sn phm chnh ca Th gii di ng
Chuyn cung cp sn phmin thoi di ng hng uVit Nam
Hin nay s lng bn ra trungbnh ti TGD khong 60.000my/thng chim 6% th phnin thoi chnh hng c nc
-Ngoi ra cn cung cp phkin TD, Laptop, sim s,dch v mng
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3.2. ThtrngcaThgii ding
H thng siu th ca cng ty lin tc c m rng trnton quc vi tc kh nhanh.
9/2009 : c chui 35 siu th in thoi di ng trn tonquc. H thng mng li tri khp cc th trng trngim nh TP HCM, H Ni, Nng, Cn Th, BinHa, Bun M Thut
12/2009, khai trng thm ba siu th mi ti Rch Gi(Kin Giang), Long An v Nng
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3.3. nh gi ngun lc trn chui gi tr
-Hotngcbncathgii di ng
i tin phong xy dng m hnh Tvnti bn v trit lkinh doanh Bn stn tm
+ Nh phnphi bn linthoi di ng v ccphkindi ng
+ Dchv bn hng: uiivi doanh nghip, khuyn
mivit hng online+ Dchvhu mi: ci tnhc, hnh, game; quy trnhbohnh v trung tm chm sc khch hng
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-Hotngbtr
+ Phng chm Nlcphcv mang ti cho khchhng mtdchvtt v hon honht.
+ Chng trnh mua smhiuqu: Mua Nokia trng xeMercedes, Tng 2 xe Mini Cooper tr gi hn 2 t, 200LCD n WorldCup, Mua laptop mitnginthoi xinh
cho sinh vin, 6 tun si ng cng cc thnghiu hngu
+ Mcc kha oto cho nhn vin, oto nng caonnglc
3 4 X h l h
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3.4. Xc nhnnglccnhtranh caThgii di dng
Sn phm c m bo bi nhng nh cung cp chnhhng
C i ng nhn s cc k tr trung, nng ng, nhit tn
S dng qun l theo h thng ERP v c cch thu htnhn ti rt hiu qu
Lng nghe khch hng, hp tc vi cc nh cung cp, lp
ra cc nhm mua hng v xy dng nhng quan h i tcchin lc
3 5 Xc h th h tranh
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3.5. Xc nhvth cnh tranhcaThgii di ng
Tm nhn xa v kh nng qun tr tt
S gp sc ca thng mi in t
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3.6. Thitlp m thc IFAS
Nhn t quan
trngXploi Tng im
quan trngGii thch
immnh
1. Cng ngh 0.15 3 0.45
2. Vn ha doanh nghip 0.05 3 0.15
3. Hthngmngli chi nhnh 0.1 3 0.3
4. adng ho cc loi hnh dchv 0.05 3 0.15
5.Lin kt, hp tc vi cc t chc trong v
ngoi nc 0.15 4 0.6
imyu
1. Hotng thanh ton 0.1 3 0.3
2. Hotng Marketing 0.05 2 0.1
3. Hotngkim tra, kim ton nib 0.1 3 0.3
4. Nnglc ti chnh 0.15 3 0.45
Tng 1 3.2
IV Thit l t TOWS
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IV.Thitlp ma trn TOWSim mnh ( S ) im yu ( W )1. Vn v s h tr v mt qun l DN ca
Mekong Capital.
2. S dng knh bn hng trc tuyn, tipcn c khch hang tim nng3. Qun l theo chun ERP, NV c chuyn
mn cao.
4. L thng hiu ln , hp dn5. C trung tm bo hnh v h tr khch
hang ring
6. C s h tng rng khp
1. Kh nng cnh tranh v gi2. Chng trnh khuyn mi thiu
hp dn3. Khng phi l thng hiu topof mind ca ngi tiu dngkhi mua hng
C hi (O) CL pht huy (S) tn dng (O) CL hn ch (W) tn dng (O)
1. Ngnh di ng in my lnhng ngnh hang tim nng
2. Nhp bn l tng3. Ngi dn dn tip cn vi
nhng loi hnh mua bn trc
tuyn tng
S1, S2, O1 : CL a dng ho hang ngangS2, O2,O3 : CL thm nhp th trngS2, O3, S3, S5 :CL khc bit hoS6, O1, O3, S4 : CL pht trin th trng
W1O2 : CL dn o v chi phW3O2 : CL thm nhp th trng
Thch thc (T) CL pht huy (S) hn ch (T) CL vt qua (W) v n trnh (T)
1. Cng cnh tranh trongngnh mnh
2. Yu cu ca khch hng ngycng cao
3. Kh nng m phn vi nhcung cp v gi
4. T cc i th tim n
S1, S4, S5, S6, T2: a dng ha hng dcS1, S6, T1, T2, T3: CL pht trin th trng.
i
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V. ChinlccaThgii di ng1. Chinlccnh tranh tng qut
a. Chinlcdnov chi ph.
Gim gi bn xung, sn sng chpnhn ha vn
Thng xuyn c ccchkhuyn mi cho
khch hng trctip v
khch hng online.
Gi bn lnnh, cnh tranh
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2. Chinlc khc bit ha
ymnhtvnkthut cho khch hng To ra ngun tham kho
thng tin rng v m
Thng xuyn c cc ch
khuyn mi cho khch
hng trctip v khch
hng online.
Nhn vin dchv khch hng, nhn vin dchvkthutc trnh cao
3 Chi l t t
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3. ChinlctngtrngcaDN v cc chnh sch trin khai
Cc chng ng pht trin v chnh sch
Qun l theo chun ERP
a dng ha kinh doanh: in thoi di ng v cc phkin, my tnh,laptop,
VI h gi t h DN
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VI. nh gi t chc DN6.1. Loi hnh cu trc tchc
Stchcb my ca cng ty Thgii di ng
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. Phong cch lnh ochinlc
. Mtsnhn xt vvn ha DNThGii Di ng xc nhngun nhn lc l yutsnsinh ra mingunlcca cng ty. Chnh v vy, chng tich trng thu ht nhn ti, otovnghipv chuynmn v cng ngh, ingthang xy dngmtlclng hng hu cho s pht trinbnvngca cng ty,ng inh Anh Hun, Gim c Kinh doanh Cng ty ThGii Di ng chobit.
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