THC TRNG NNG LC HOT NG CA CNG TY...........................................

44
2.2.1 Nhn thc v cnh tranh v nng cao nng lc cnh tranh ca cng ty...........................44
2.2.2 Nhn thc v i th cnh tranh. ..................................................
........................................45
2.2.3 Thc trang tnh hnh xut khu sang th trng M. .................................................. ........46
2.3 PHN TCH MI TRNG BN TRONG V BN NGOI CA CNG TY...........47
2.3.1 Phn tch mi trng bn trong.............................................
................................................47
2.3.1.1 Cc ngun lc .................................................. ..................................................
..............47
2.3.1.1.1 Qui trnh, nng lc sn xut, c s vt cht, my mc thit b.........................47
2.3.1.1.2 C s vt cht k thut, my mc thit b v nng lc sn xut ......................48
2.3.1.1.3 Ngun nhn lc............................................. .................................................. ......49
2.3.1.1.4 Ngun lc ti chnh............................................ .................................................. .50
2.3.1.1.5 Ngun nguyn vt liu............................................ ..............................................51
2.3.1.2 Nng lc kinh doanh............................................. .................................................. ........52
2.3.1.3 Th trng......................................... ..................................................
..............................54
2.3.1.3.1 i vi th trng ni a............................................ .........................................54
2.3.1.3.2 i vi th trng xut khu............................................ ....................................54
2.3.1.4 Thng hiu TCM......................................... .................................................. ............55
2.3.1.5 H thng hot ng Marketing. .................................................. ..................................56
2.3.1.5.1 Chnh sch gi .................................................. .................................................. ...57
2.3.1.5.2 Chnh sch sn phm............................................ ...............................................57
2.3.1.5.3 Chnh sch qung co, chiu th .................................................. ........................58
2.3.1.5.4 Chnh sch phn phi .................................................. .........................................59
2.3.1.6 Ma trn cc yu t bn trong (IFE)............................................. ...................................59
2.3.2 Phn tch mi trng bn ngoi............................................
................................................60
2.3.2.1 Mi trng v m .................................................. .................................................. ........60
2.3.2.1.1 Tnh hnh kinh t Vin Nam. .................................................. .............................60
2.3.2.1.2 Tnh hnh chnh tr, php lut, chnh ph............................................. ...............61
2.3.2.1.3 Tnh hnh vn ha x hi............................................. .........................................62
2.3.2.1.4 Tnh hnh dn s a l .................................................. .......................................63
2.3.2.1.5 Mt s c ch chnh sch h tr pht trin ngnh dt may ca nh nc.......64
2.3.2.2 Mi trng vi m. .................................................. .................................................. .......65
2.3.2.2.1 p lc ca nh cung cp .................................................. ....................................65
2.3.2.2.2 p lc ca khch hng .................................................. .......................................67
2.3.2.2.3 p lc ca i th cnh tranh............................................. .................................68
2.3.2.2.4 p lc ca sn phm thay th............................................. .................................72
2.3.2.2.5 p lc cnh tranh t cc i th tim n.............................................. ..............73
-52.3.2.3 Ma trn cc yu t bn ngoi (EPE)............................................. .................................73
2.4 PHN TCH MA TRN SWOT CA CNG TY C PHN DT MAY THNH CNG74
2.4.1 im mnh............................................ ..................................................
...............................74

2.4.2 im yu .................................................. ..................................................

............................75
2.4.3 C hi .................................................. .................................................. ............................76
2.4.4 Nguy c .................................................. ..................................................
............................76
2.4.5 Ma trn SWOT ca cng ty c phn Dt May Thnh Cng............................................. 77
KT LUN CHNG II................................................ .................................................. ........

Tnh hung kinh doanh: Cng ty Dt may Thnh Cng

Cch y khng lu, Cng ty Dt may Thnh Cng chnh thc thng bo vic chm dt hp tc vi cc i l ca h
trn ng Cao Thng, qun 10, mt trong cc knh phn phi sn phm quan trng ca cng ty a bn TP.HCM.
B Phm Th Nguyn Thanh, Gim c Trung tm Kinh doanh sn phm may ca Thnh Cng, cho bit: Thc hin
quyt nh ny l mt iu kh khn vi cng ty, v cc i l ny gn b nhiu nm trc y. Tuy nhin, khng
th lm khc hn v quyn li ca ngi tiu dng v c Cng ty b e da nghim trng.
Theo b Thanh, mt s ca hng vn treo bng hiu i l ca Thnh Cng nhng hon ton khng bn sn phm
ca Cng ty. C ni mua hng ch, hay t may ri gn nhn mc Thnh Cng la gt ngi tiu dng
Hn 10 nm trc, cc sn phm may ca Thnh Cng kh ni ting trn th trng ni a. c bit l cc sn
phm an kim thng hiu TCM hu nh c chim th trng nh vo cht lng cao. Tuy nhin v qu ch trng
khm ph th trng nc ngoi vo nhng nm u t nc m ca hi nhp, Thnh Cng hu nh b qun th
trng trong nc. T con s khng, kim ngch xut khu vn ln chim n gn 70% tng doanh s hng nm
ca cng ty. Say sa vi chin thng ny, chng ti gn nh khng cn nh mnh ang c mt th trng rt ln,
ngay ti sn nh, b Thanh k.
Do nhm n th trng nc ngoi, Thnh Cng huy ng thm vn u t cho my mc thit b v cc b phn
khc nh thit k to mu, tm cht liu mi
V ci gi m cng ty phi tr cho vic b qun sn nh l thng hiu TCM hu nh mt ht trn th trng ni
a, trong khi cc i th cnh tranh ngy mt ln mnh vi cc chui ca hng bn l hoc i l c quyn ln
lt ra i. Cc sn phm may TCM t ch l hng cao cp, dn dn khng cn c ngi tiu dng nh n nhiu
mc d cht lng vn khng thay i. Trong khi xu hng th trng thi trang trong nc thay i mu m rt
nhanh th nhng nm qua chng ti li cha tp trung nhiu cho sn phm mi. y cng l mt trong nhng
nguyn nhn khin Thnh Cng mt dn th phn trong nc, b Thanh tha nhn.
Vi nm tr li y, cc th trng xut khu ca hng dt may Vit Nam ngy cng b thu hp. Nhn thy trc kh
khn ca th trng xut khu, nhn li nhng tim nng t th trng ni a, nhng ngi lnh o Cng ty Thnh
Cng quyt nh quay v sn nh nhm cng c thng hiu, v cng tm thm u ra cho sn phm. Hin
nay, tuy ci tn TCM vn cn c ngi tiu dng nh n t nhiu, nhng n li lm ngi ta lin tng n nhm
sn phm trung bnh kh ch khng phi nhm hng cao cp nh trc y. V th, k hoch ca cng ty l ti nh
v thng hiu TCM thng qua vic u t mnh cho khu thit k mu m, tm cht liu mi v xy dng li nim
tin ca ngi tiu dng.
Sau khong hai nm chun b, Trung tm Kinh doanh sn phm may Thnh Cng ra i, quy t n gn 100
nhn vin, trong nhiu ngi tng lm vic cho cc cng ty nc ngoi. Cng ty dnh ra 10 t ng t
chc li h thng ca hng bn l TP.HCM nm nay. Chng ti t ra k hoch trong hai nm phi hon chnh cho
c h thng ca hng bn l tri rng trong c nc, sau tin ti xut khu bng chnh thng hiu ca mnh,
b Thanh cho bit.
To s khc bit trong sn phm l vn sng cn trong bt c ngnh sn xut no, Thnh Cng nhn thc r
iu . Vi u th sn c ca mt cng ty dt may hng u trong nc i vi sn phm an kim, cc sn phm
tr li th trng ni a ln ny ca Thnh Cng khc trc. Sn phm i theo hng ch trng n sc khe v
s thoi mi ca ngi s dng. Chng hn vi dng sn phm mi GEN-X (sp c bn ra th trng) s dng
cht liu cotton t nhin 100%, kt hp vi cc hot cht khng khun, si ht m, cc vitamin. i vi sn phm

ny, cc hng thm c a vo trong qu trnh dt nhum v c x l vn gi c mi thm sau hn 20

ln git.
B Thanh cng tit l rng vic cng ty Thnh Cng c phn ho cng l sc p khin cng ty phi t chc li hot
ng. V nng cao hn gi tr cng ty, gy dng lng tin i vi cc c ng th con ng ngn nht l tm li
th trng trong nc. T u nm n nay, Trung tm Kinh doanh sn phm may ca Thnh Cng xy dng
c su ca hng trong tng s 20 ca hng d nh m trong nm nay. y l nhng ca hng c thit k
hon ton ging nhau, trng by sn phm kh bt mt. i ng thit k ca Thnh Cng hin nay ang hot ng
ht cng sut nhm to ra nhiu mu m mi cung cp ra th trng. T cui nm ngoi n nay, trung bnh mi
thng i ng ny thc hin c 80 mu thit k mi. Theo b Thanh, cng ty c mt li th kh ln trong vic xy
dng li hnh nh v c sn h thng nh xng, dy chuyn, thit b sn xut thuc loi hin i vn c
u t t trc cho mc ch m rng xut khu.
Thnh Cng a c hng vo nhng th trng kh tnh nh M, Canada, Nht, Chu uSn phm may ca
Thnh Cng vo c cc h thng siu th bn l M nn khng c l do g li b ng mt th trng ni a
rng ln vi 84 triu dn cho cc i th nc ngoi vo khai thc.
Cu hi:
1. Phn tch cc quyt nh ca cng ty Cng ty Dt may Thnh Cng? Cc quyt nh no c coi l c tnh t
ph?
2. Theo bn s lm th no pht trin tt cng ty ny?