ChiếN LượC BàI HoàN ChỉNh

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  • 1. Chin lc kinh doanh ca cng ty c phn bia ru nc gii kht Si Gn ( Sabeco)

2. Nhm 7

  • 1.Nguyn Th Khnh Ho - th k
  • 2. Phm Vn Thnh Ph tng gim c
  • 3. Don Tin Thnh tng gim c
  • 4. Nguyn Hng Minh Khnh Gim c
  • 5. L Tt Linh ch tch hi ng qun tr
  • 6. Nguyn thin Thng ph tng gim c
  • 7. Bi Hu Phc thnh vin.

3. Tng quan v cng ty 4. Bia cc lai Tng Cng ty Bia Ru Nc gii kht Si Gn Thng Mi Cn, Ru Nc gii kht Cng ty CP Bia Si Gn H Ni (72,5%) Cng Ty TNHH TMDV Bia Ru NGK Si Gn 100% Cng ty CP Ru Bnh Ty 51% Cng Ty CP NGK Chng Dng 51% Cng ty CP Bia Si Gn Min Ty (51%) Cng ty CP Bia Si Gn Ph Yn (51%) Cng ty CP Bia Si Gn Ngh Tnh (51%) Cng ty CP Bia Si Gn Qung Ngi (51%) Cng ty CP Bia Si Gn Sng Lam (51%) Cng ty CP Bia Si Gn Vnh Long (51%) Bia cc lai Cn, Ru Bao b, Carton, Nhm, Nt khon khc Cng ty CP Bia Si Gn -Daklak (25%) Cng ty CP Bia Si Gn Qui Nhon (20%) Cng ty CP Bia Si Gn Ph L (20%) Cng ty CP Bia Si Gn Ph Th (20%) Cng ty CP Bia Si Gn ng Nai (15%) Cng ty TNHH Allied Demecp VN 45%Cng Ty CP Cn sinh hc Vit Nam 20% Cng Ty CP Bao bkho bi Bnh Ty 20% Cng Ty CP Bao bBia Si Gn20% Cng Ty CP Sabeco Sng Lam 20% Cng Ty CP LD TNHH Crown Saigon 30% Cng Ty TNHH Tinh Malaya 30% Cng Ty TNHH Bao b Sanmigued 35% Cng Ty CP C kh v Xy lp Cng nghip 26% Cng ty CP Vn ti v Giao nhn bia si Gn 25% Cc Cng ty con Cng ty lin kt 5. Phn tch mi trng v m 6. Mi trng vi m 7.

  • L nhng i th truyn thng c tn tui trn th trng: Heniken, Tiger..
  • Cc cng ty lin doanh: Zorok lin kt gia Vinamilk v SAB Miller Vit Nam

i th cnh tranh 8. Mi trng vi m 9. Mi trng vi m 10. Hon cnh ni b 11. Phn tch SWOT SWOT

  • Th trng tng nhanh
  • Dn chng c nhiu tin hn cho hot ng n ung.
  • S hu BS c gi tr, kt hp kinh doanh nh hng khch sn m ra hng phn phi mi cho sn phm cao cp trong tng lai.
  • Nguy c:
  • S cnh tranh gay gt t cc lin doanh, cng ty nc ngoi mnh.
  • Gi nguyn vt liu tng cao.
  • Thu tiu th c bit cn cao.
  • Tham gia nhiu lnh vc, u t nhiu vn m cha r kh nng thu li nhun t cc lnh vc kia ra sao.
  • im mnh:
  • Th phn ln, thng hiu c uy tn cht lng cao, mu m a dng, c sn phm ng vng trn th trng.

phi hp S/O: S: th phn ln c uy tn, cht lng cao, mu m a dng, c sn phm ng vng trn th trng. Phi hp S/T: S: .Th phn ln, thng hiu c uy tn, cht lng cao, mu m a dng, c sn phm ng vng trn th trng. T: S cnh tranh gay gt t cc lin doanh, cng ty nc ngoi mnh 12. 3. H thng phn phi rng khp. 4. H thng nh my bia rng khp, k thut sn xut tin tin. 5. i ng nhn vin tn tm, gn b vi cng ty. O:Dn chng cho tin nhiu hn cho hot ng n ung, thc ung c cn. S: H thng phn phi rng.H thng nh my bia rng khp, k thut sn xut bia tin tin.

  • im yu:
  • Cc chin lc marketing tht s cha mang li hiu qu.
  • H thng nh my cha ng u v mt quy m v cng ngh, cht lng.
  • Cc sn phm gp nhiu kh khn do i th cnh tranh mnh.
  • Cc hot ng u t ti chnh, bt ng sn cha c chin lc di hn r rng.
  • H thng phn phi cn cha mnh ti khu vc pha bc

Phi hp W/O: W: Cc sn phm cn li ang gp nhiu kh khn do i th cnh tranh mnh. O: Dn chng cho tin nhiu hn cho hot ng n ung, thc ung c cn. Phi hp W/T: W: Cc chin lc Marketing cha thc s em li hiu qu T: S cnh tranh gay gt t cc lin doanh, cng ty nc ngoi mnh. W: Cc hot ng u t khc nh ti chnh, bt ng sn cha c chin lc di hn r rng. T: Tham gia nhiu lnh vc, u t nhiu vn m cha r kh nng thu li nhun t cc lnh vc kia ra sao. 13. S mnh 14. S mnh 15. S mnh 16. Mc tiu 17. Chin lc cp cng ty 18. Cu trc ngnh kinh doanh

  • Tc tng tiu th bia hng nm tng u cc loi bia ti v bia thng chim ln lt 13% v 16%, cc loi cao cp ch chim 12%.
  • Phn ln bia ti Vit Nam chu s chi phi ca Sabeco(31,4%). Cc nhn hiu ni ting:Si Gn (sabeco) (16,8%),Heniken (Heniken) (10%), tiger (Asia Pacific) (9,7%) v bia H Ni (Habeco) (9,5%).
  • Cng sut sn xut tng lin tc qua cc nm
  • SN LNG TIU TH BIA QUA C C NM

NM SNLNG (TRIU LT ) 20041,37 20051,5 20061,7 20071,8 20082 20092,2 2010>2,7 19. Chin lc cng ty

  • Khai thc tim nng t b sa(sn phm c danh ting trn th trng Si Gn , bia 333 )
  • Ly li nhun t b sa u t cho cc sn phm ang c mt th trng: cc loi ru v gii kht sang b sa
  • Dng li nhun u t cho cc sn phm mi du hi.
  • ch m: loi b mt s ngnh khng l th mnh ca cng ty: ti chnh, bt ng sn

20. Kinh doanh ti th trng trong nc

  • a dng ho ng thi ct gim cc hot ng khng c li nhm tng trng. C th:
  • Giai on 2010 2015 thc hin a dng ho ng tm, pht trin sn phm mi. C th:
  • Giai on 2015 2020, tp trung pht trin sn phm mi, tm kim c hi kinh doanh mi. C th:

21.

  • Hin ti ang c mt s sn phm ti th trng quc t: bia Si Gn, bia 333...
  • nh hng pht trin n nh th trng bia vng, hng ti m rng v pht trin th trng cho sn phm mi

Kinh doanh ti th trng quc t 22. Chin lc pht trin sn phm mi 23. Nhn nh tim nng th trng 24. Nhn nh tim nng th trng 25. Bia en EAGLE 26. Chin lc sn phm

  • To ra sn phm th hin phong cch v bn lnh n ngUng bia l phi ng cch
  • Sn xut dng chai 450ml, gi 12000/chai
  • Ung hoc p lnh

27. Xy dng v nh v thng hiu 28. Xy dng v nh v thng hiu 29. EAGLE nh phn phi i l ca hng bn l qun bar... ngi tiu dng Phn phi 30. Qung co tip th 31. Chnh sch gi

  • Chnh sch gi cao hng n ng nhm khch hng phn khc cao
  • Cht lng ng vi cam kt ra
  • Chit khu hp l cho cc i l v knh phn phi

32. Cm ru 33.

  • Khi phc nt vn ho truyn thng
  • L dng sn phm gii kht
  • Hp nha. th tch 200 ml, gi 5000 ng
  • Bo qun nhit di 6 o

Chin lc sn phm 34. Xy dng v nh v thng hiu

  • Tm nhn: sn phm mang tnh thun Vit, to ra gi tr dn tc
  • S mng: sn phm cht lng cao, t ngun nguyn liu t nhin
  • i tng khch hng: l ngi tiu dng thu nhp trung bnh v du khch nc ngoi
  • STEP - UP: khng ngng trong vic khi phc nt p vn ho m thc

35. STEP - UP nh phn phi i l ca hng bn l cng ty du lch.. ngi tiu dng Phn phi 36. Qung co tip th 37. Chnh sch gi

  • i vi knh bn l: h thng gi ring bit, ph hp vi c tnh kinh doanh
  • i vi nh phn phi: theo chnh sch gi nht nh ra th trng v thu li nhun t hoa hng.sn phm.

38. Nguyn vt liu v mua hng 39.

  • Tn dng ngun nguyn liu sn c ti a phng
  • Nguyn liu cht lng cao

Nguyn vt liu v mua hng 40. Nghin cu v pht trin

  • Tp trung hon thin v pht trin sn phm mi
  • u t trang thit b hin i cng sut ln p ng nhu cu ca khch hng
  • Xy dng b phn kim tra cht lng, vi mt tiu chun sn xut nghim ngt

41. 42.

  • Tp trung vn u t cng tc nghin cu, hot ng qung co tip th v xy dng thng hiu
  • Qua 2 nm, rt dn vn u t, tp trung cho sn xut
  • Sau ba nm t mc li nhun k vng 100 t ng

chin lc ti chnh 43. Ngun nhn lc

  • Tng lao ng 1.599 ngi.
  • Trnh lao ng theo bc H( 320 ngi), cao ng v trung cp (76 ngi) v ph thng (1.061 ngi)
  • Lao ng chuyn sang cng ty c phn: tng lao ng 1.599 ngi d kin chuyn sang l 1,457 ngi.

44. Ngun nhn lc

  • o to i ng nhn vin chuyn nghip, nng ng
  • C trnh , bng cp p ng nhu cu sn xut v pht trin cng ty.

45. the end