Báo cáo thực tập tổng hợp GVHD: TS. Cao Tuấn Khanh
Mục Lục
SV: Bùi Thanh Trang Lớp: K45C1
Báo cáo thực tập tổng hợp GVHD: TS. Cao Tuấn Khanh
Phần 1.Giới thiệu chung về công ty TNHH Đầu tư và Phát triển công nghệ cao
Minh Đức
1.1. Sự hình thành và phát triển của công ty


 !"# $$"%$&'
(()*+,-./.(01203+100456*778
090101:9;0<=*77>?7@(*.A( BCDE(
 AF@/.A(2G5EH*I
*+,-/J.9 (0K204+1090/J(E *.
A(<2G5EH*I
L8H0909KKKM93
N8/OH;&000&000&000N *
*PGQ?R>899'S33T/AU."C'AUNVW).
"C'(8( B
*H@XYZK3;9MT:
[\]&&
#&^&
1.2. Cơ cấu tổ chức quản /ý của công ty,cơ cấu tổ chức đối với bộ phận kinh
doanh
]E_=,WEE`D@'=,`\_
abW_-Gb6<`2/8,&<=,
/Ac(\B)RW_-_d(`W_-2b2e
E
I+e=,Af2/8E2
Ac,G@((@g8cD2\B)I+,2
/5Zab2AF2,((RgGbIGAU'

ab
<=
72
q_-
_d

q_-2
b2
<"*7 <"*7m)
<=,
<=,m)
2\B
EG2
Báo cáo thực tập tổng hợp GVHD: TS. Cao Tuấn Khanh
j7`/O8(,52
jAUr/lG@PWa/Qe/F(,EW
a/Qe_JI&
1.3. Ngành nghề và /ĩnh vực kinh doanh chủ yếu của công ty
]kabaQ'EH'E'@.,m)'H82
EB(RHE
]C2\G2(pE'(/Hb
]>_ZC\E\2\/O,5E'\.I'.OG
b/B`',@\b/B`'/AU/O,5
],'E'@_dF,R'\QQEH
]C(/s2\/HaQ
]7+='2R',H2R
1.4. Một số kết quả kinh doanh của công ty trong 3 năm từ 2009 - 2011
*FGH/h
P 100M 1090 1099
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)(`t\H2_R+&
SV: Bùi Thanh Trang Lớp: K45C1
;
Báo cáo thực tập tổng hợp GVHD: TS. Cao Tuấn Khanh
Phần 2. Tình hình tổ chức hoạt động kinh doanh và hoạt động marketing của
công ty
2.1. Đặc điểm ngành hàng, thị trường và khách hàng trọng điểm của công ty
2.1.1. Đặc điểm ngành hàng
nDb2G5eO,'.O2_dEH'Db
/JD2@O,m)((G?@y'E*IE
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,VEH'ZabaQ'EGlEB}A2H8
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(  /.  G    D  A  >'  $G'  \'  '  '  >'
>G
s_d]GAUeE
]2aO_ZC'H8b/B`'2\QQEH
ND_d(EADD2,2(EHA2E_
ZC'E,AF@&
]2\/HaQ'\'22NDt_d('E
ADDGAUe(2B/l&
]2EGlEBZabaQ'ZabH82E
B(RHE''W8=ND_d(Ee
)GC2E/AU\B'2/FE2EGlZa
b2b2(EG5,
1&9&1&GAUeE
>_deEe/Ac)Ga8@2,bRf(
/s\H(( Bn2P(a)A_<='q_ '_
AF(B8,b?*( ~G?(A'(|' H
1&9&3&72(GV/5eE

eE& t+GAD/a'vH@2?AD,2a,`,+
@/B,eH&H@(AD/`tR2
/OP@2?IcR}AJ/O,/5@/O,H
2H`52G5_ZC(/@HW_,&G+
1099]1091'2/H+r/2H_ZC`.•Q2
\,H/H'/a`5(FB8/5E`5\22_2
/H+el&
SV: Bùi Thanh Trang Lớp: K45C1
4
Báo cáo thực tập tổng hợp GVHD: TS. Cao Tuấn Khanh
2.2.1.2. Môi trường dân cư
aA(FCaA`_A?GCWGV/8D(,m)E
H&NH (AD`FCa8Gƒ'8AUG/BJ/BD(c
O_8Ac(CAc/52G5hbeE&a8+
.•Q2_d,maEH}+&
2.2.1.3. Môi trường chính trị - pháp luật
fC,„@/B,(e2H}/Ob2/B
@ye)2(2FWI+`W&>bJ/(2
G5eEGAURG(O/O/5?GB(2G52@/B/.A
eE'W/`@5W@/B,eE&E
GAU2)6(a8,,R6(,lLbh@(2G5
eE&f?)E.Wa/2+\_2)`W
}A\b/Je2W/2a/5e/B/OP@
/B,nc&s,2'E_C(P2
W/e2)'bH2|Q/8D(AD'AU/BwB
'\_HEGAU'/_\_/U82\BEaGEx
2.2.1.4. Môi trường tự nhiên - công nghệ
*O,Hb`_A?RO/H\_W_2\'aO'
2`eE&NH (AD`…GnH/DA,R)
NH a\8(3n,R)G\HG/`OfAD

>'\'€&ND2L(y`2(IG
L$GE(' '*INH' a= |'EJ
.*@NH'ER<AF
L>E'EJ.AF@AF'E
 AF@QEHD(<2
L>!f>E NH'E>"'E<2'E
R<AF
LEJ.*@NH'ER<AF
]*8e@G
NDH2G5e,VEH}A/U8.((+
eAUa(/O,H/52H2G52s(EH
,E*I_/8/.DO/8e@G&G/`'\h
t/8e@GGb(2&
*8e@GGbeE`5,5/AE C
_2b/B`<>'E ,m)b/BAF'E
SV: Bùi Thanh Trang Lớp: K45C1
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Báo cáo thực tập tổng hợp GVHD: TS. Cao Tuấn Khanh
 ,m)/Hb/B`†#& (G=`B8E,2AE
<*.A(<2G5EH<AF 'E*.A(<2G5E
H>€
B8/5@(e/8e@GeDE
jE C_2b/B`<>
E`t@A((a8e2LJ'C2
_2b/B`'/s\H(C2_2/h\B,ct2_
dD(_d/L`GAD/`2(2_ZC& (G'E
=C2_2,H+Ac'E(aHDE
GAUAW@+AcsGU'/‡+AcsGU'+AcsGU
(bbV(_2B/l
jE ,m)/Hb/B`†#

E2b2Zab(2EGlEB&NRQAEW_R
/AU\B13;'JEZab( B&
j72(((ADEeC2\'\_)
8/B)EH'2\,52G(2FW(AD
RQA>?E(|' H'NH,52€
2.2.2.2. Môi trường nội tại của công ty
fh28BbeEAF?)C'hab'(R
(2(_ElAl_eE',H'+`€*a(t
8,Et(/O,H/_\_@/BeE/2I.
e,2((=(8a@GeE
]F?)CE+='G\./5a
`5(HHW_& (G'=B(,/5bGt(\_W_
2\eE/_\_W2GlI/AcpG(,U
] abND/B}E(;:AUEa\JHQ'IG2
2=\,2/5/_\_2,_+ea(
((QeE&fL/@eE(tAU/Ac/(
@F\_@AD('Gb(2b2I'/(@(
5EH'`,HGHW_-/O(b2C
2_2(\G|b,VEH'W8='
V'pE€& aeE`O'/Ac/(@\(\_@2
GAU/@VR'Hl'+/B(2@&"t2\B)(R'
,m)',E`b,(8cD/5iE`
tAc,nc
SV: Bùi Thanh Trang Lớp: K45C1
90
Báo cáo thực tập tổng hợp GVHD: TS. Cao Tuấn Khanh
](ReEG3+./aE`b+GA?R
b/s\HDb+8`e?t;v/h@/O,H/5E
aF?)C(?GB/.A',&EW,_+(R
W2+'W-'2/5E`5W/a2a\J2@

;0
Biểu hình 3: Danh mục chủng loại và cơ cấu sản phẩm
]*22W/e@'vGV
SV: Bùi Thanh Trang Lớp: K45C1
99
Báo cáo thực tập tổng hợp GVHD: TS. Cao Tuấn Khanh
e@_dOF\_(,2/@DWEeE&G/`
`_dIC(IA,2/@aGQQGAUE
H(e'\@/``_dI(I\=,2@O
8Acs((/s\H(2_dO'\2/BED
G5,C2s((GU./a&
vGVe2e@_dGb(vH.G+8(c
)(6_d@'G/`@_dIAvGV
C;0ul2s(B`(@8(c)
E&2@_d=@`vGVH(:u'(vGV(
`5\/J6+n&NHavGVe2e@/L?
G(c-l`__/Ac.G+8(c)2`_
d@6/`iE`\H2/OPnc,`b5
/JvGVW2U,„/5`5W/\J@\D_d
]Ac_d
pG/hUDHZ2/FCvGV2e@'@(E
*I/AG2Ac_del&E)Ge
(Ac/@`_d&QeAc((/bb
V/@,2('/hUiE_Io@G'?GB
GAU(+8&G3+6100M]1099E*I/LG?
(BGt(a82LJ/`(2_d
eE}G?/@F&
f@/`'E=2QAcH/@`/8DB8@(/5
@b@GGGAU&Q5'/5(J\)_dGG`
_d'22E/L@G2/sGA_d…(

ab&EEWa/R2/(@(GVQa('/s
\H(/OAU'62aGb2G5eE
]*.G\h2_d'2_2EH'}A2Q'A
C,/s&EE_h6R,2(/5`t
\H2nc…@G2_d‚L,2(&
2.3.2. Thực trạng về biến số giá của công ty
2.3.2.1. Căn cứ định giá, và phương pháp xác định giá sản phẩm của công ty, các
khung giá sản phẩm
]+I/2
2+I./5C/2R'.',2((Q
jR
SV: Bùi Thanh Trang Lớp: K45C1
93
Báo cáo thực tập tổng hợp GVHD: TS. Cao Tuấn Khanh
NHZ2/RiE`5/BI2nc`5GG_
tR(E\‚G&EyR2+I(JR/5
/_\_/Acc)
j .
+I(/BLe./5E`2R22nc
j72(
NH/2(bG8WHD,2('EAUE`5
,C2/8Dt\@(WB/5Gl8WH(+a
(&
jQ
GAD'E_W/Zl8/@/Ac/Ol/8D_
d'6/`D`5C/I2nc& QeE(r/.
GAUOCAclE`5/2FD/8e@G
OnB_d& Ac@'E8Za)GAUlAU
/2C/5+IQ&/`'nB(Q(E/AG
/5C/I2c-

4'1T0'000
1
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KZ1&:
* *  ;: ::'000 1';T:'000
3 •  o  /  a =<2  30 90T'K00 3'13;'000
SV: Bùi Thanh Trang Lớp: K45C1
9;
Báo cáo thực tập tổng hợp GVHD: TS. Cao Tuấn Khanh
19Z1&:
; ‹j/
%;
1;
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: *‡W`= ‹1; < < :
9'K:0'0
00
M'1:0'000
4
a  E    /s'
,_2
*  9: 3:0'000 :'1:0'000
T NHEH *  3 100'000 400'000
K
RZa
(HG
*  3
9':00'0
00
;':00'000

9:
Báo cáo thực tập tổng hợp GVHD: TS. Cao Tuấn Khanh
N>]3:0M]Y9 M3T'34: 9&430'100 K9:'900
N>]3:90]Y9 9&099'34K 9&T:K'M00 KTM';:0
Biểu hình 5: Bảng giá bán lẻ sản phẩm Camera 1 đèn hồng ngoại, thế hệ thứ 3
2.3.2.2 Các biện pháp và điều kiện phân biệt giá
EAU/J2F\_elncDt/5,2\H
e,2('_d(tC/O,2AU'8Ac€
NHa\H2`2lI/a
]`,2(NDt,2(GO8'\@((+a
(eE'AU/Ac\2D2CFDt,2(,2&
NHa\H2(AUbG8WH(+GAD/`(E/L@
)D,2(&E(,2(WeE\?a'E
AU_21]:uˆ/F(&*O(,E(_/c)e
E(`iE?GBWE(+(8WHD,2(&
]@_d2AF2_d,2y`I2,2&
nB_deEA/AcRc2R+E
ly`2F2_dn@&Ž@'nB2
GW2\8/‡h@HI\N>]1:0K1/Ac\2D2
9&4T3'900GH/h'A88,Rbb/Oll
B100(/h&
]8AcEAU'D_t,2(DeE'8
Ac/F/s(DE`5ya/5_2,2(
]UEy,Cu,2(2O(GAD
U/2@&Q5,2(2GAD90(,)(
ly/Ac,C1u2G/F(&
2.3.3. Thực trạng biến số phân phối của công ty
2.3.3.1. Các dạng kênh phân phối, số lượng và các loại hình trung gian của các kênh
phân phối
E@/BeW,

7BC
Biểu hình 6: Sơ đồ hệ thống kênh phân phối
2.3.3.2. Tỷ trọng doanh số bán sản phẩm hàng hóa của công ty qua các kênh phân phối
7 P +100M +1090 +1099
7EC
wGH/hx 9&14M'K0 1&3:T'9 :&1;:'1
vGVwux M0'Tu KT'3u K;'4u
BC
wGH/hx 930'1 3;1'M M:;'K
vGVwux M'3u 91'Tu 9:';u
)Zo
SV: Bùi Thanh Trang Lớp: K45C1
72(
EH
AUa8
AH_ZC
72(
EH
9T
E*I
E
*I
Báo cáo thực tập tổng hợp GVHD: TS. Cao Tuấn Khanh
7ebeE(,Gb'WvGV.G+eˆ
,',Gb/`b\/JOAD_.I/B
_,E'rtGK0ueE&*O/2`(b/`
`GSGH(W,BC/`OAD8BGt
a/`(+1090'1099E?GB@/B,G?
((a8B8LJ/hU,2\
/H•'2\'222E'+=(B/l&*O

t2(,
]*22(,
EAU/22/,„,W_E2e2G2
dAI'IbGt\lWa'U(,2'2
Q(,2(€6/`'EGW/`QGl
(CIWHD2G(,E&
2.3.3.5. Hoạt động mua hàng - dự trữ - bảo quản; lưu kho; vận chuyển và các dịch vụ
hậu cần khác
](E((EWb((6R(C
s,`/F/s(.6R,2(
]bGt]\_W_NHbGt_dG,E/AcaDR
\_W__d&f?)'E•Q2ElW_GbGt/5/O
IbGt/_\_Gl/BQ,2(DR`W/bGt(
RC&
]k•-/F(
fh2@/BA,5G/BRZ2eE/F(Oe
@'8Ac'2_g,5G,_+bGt/5`5/_\_U('
(,E`~G,l_HD(C/5(
,2(,U
2.3.4. Thực trạng về biến số xúc tiến thương mại của công ty
2.3.4.1 Mục tiêu của hoạt động xúc tiến thương mại của công ty trong những năm qua
QeZiAF@(EAD/(,RRb
(e,2('W/`+(c)&'}n
(6U/5,(EybV2QZi,2
EW/`bV/AcAcG,]Znc
Q5'+1099EC2s(O'\2/BAG'
\\2/BA\2GB'\22'\2,`€QeZiAF
@(EADD(ibi-e,2('C2E
O_dD/hUQ,2((&
2.3.4.2. Ngân sách đối với hoạt động xúc tiến thương mại của công ty, ngân sách phân

`E.)G(1@/B(/5@b\/_d
,2(&>+1090'a2(2@/B7+K0
GH/h'a2(\2(2a(7Gb+li(
QeE(,RRb(e,2(&*s\H'+1099
a2@/BZi+.C/ED+GAD'G/`a
2(Zi\2;1u'CG3+6100M]1099&@/B
W_2G+1099`G(W3+`_./5ncD
QZiAF@eE&
2.3.4.3. Thực trạng các công cụ xúc tiến thương mại công ty đã thực hiện
]q_2
@/BW_2eE=@'E•QAFHW_2
(G•\eE/5(((CE,2(&E
•Q/FW_-G•\(N 'H@E/aCH
8G•\/5@2HF'}Ai,2(
SV: Bùi Thanh Trang Lớp: K45C1
10
Báo cáo thực tập tổng hợp GVHD: TS. Cao Tuấn Khanh
F& (G'E=W_2WAGb/,2('
2_@/B(,2EPVV,2(/5•AGb

]ki\2
@/BZi\2/AcEGVl``.,RRH
(,E((,2(s2\@(G&*8D
AUn'/5bHQ,RRbeVE•Q
2EQZiA`2'\D2s(r&ND2GE
•QlI2'\DO/5,RR(G(a\2/d
@Q_d&
]f2(2a
<=,eE`\_a'G/``\a/_)
G=\2(2a& ta(`HQV/H,2('

j7a8GGAUOfEW,BCA/_\_\
e'=@8AcG
jA/d@2@/BZiAF@/s\H'EAG5,
@/BWHEi
I'O2R2ab'(ReE
jFW_-EAbb5W_'r=lG@EHh
ot2=\D'BAU`5_/_)OEH
jA(GH/52W(HGE'a/(A
/iU'lG@/(BrAUZZ_G
]*OZCB8/AD_W2C/O/sG/8DE
IC'/8DC/OG,eE.)G_W2\8O
_d',a8(@/BZi(E/s_Q5
j>_d*5`5(a@_dE.H,C_2_
d(E,'/hUZi2e@'@(
,2bGB8RARC'/s/5e_dgL_
ZC€NHFCvGV2_d,a@e@'@((GC
.E.bG2Q@((@/5avGV
nc&*hUE.(IGAU'/8e@
G(,cD\B),m)/5`5/AG2Ac_dD
nc…a@G(@b,2\H_d
SV: Bùi Thanh Trang Lớp: K45C1
11
Báo cáo thực tập tổng hợp GVHD: TS. Cao Tuấn Khanh
j<a8*5?GBa8GbEW2b2(Ht
@AUZD2,2(}'E.)8WHD2
,2(DEWbDHe2,2(}se/Bl
,2,2(O+GGAUQ•2s2
\_\22/5((D,2(&*5\eGAUOf'E
.l,B8G?2PRfbG2R,2
/5bVGnc&E(H/B2(

((a8B8LJGDE82G5
,BCel@GAUOfEW2GAF@
eE&H@GGA?Of(/s\H((8( B/
`GCO2E,2s(OEH'\/H'b/B
`&f?)/IGADb@G,8HeGAU'E.?GB
,a8CBel/5@G'i/dQ(a
E&
('),@Q5@/BZiAF@
A/LGl\(?.GAD'HbH2@/BZiAF@`
.WGVGH,RR.Q'/d@/E\2
E&5/Ac.WGV/`'Gt+./aE/L\AD/.
bH2@/BZiAAbbiGV&*5bH2@
/BZiAF@`HW_'E8@GB,@ZiQ
5(c-
] tC/OE/LbHAA/@/Ac,W_(/8
Q_WGUD
jE/LbHbRa22@/BZiAF@
AHG5,2@/B(A@5W_AZ2/
/AcQ5EQZie/@G6U/5(a2EQ
a\JAcR&GUD'EybHB,@Q5
@/BZi
jE/L`be/BFGHl,2,2(O+e
l/hU5V2(,'EA`O@
/B/5/B2(,el}AH,2(
=‚ƒ
jG+G?@/a'E/LZab/AcEGAU+`GE
AH(C(eaGE=bH
l(b2
SV: Bùi Thanh Trang Lớp: K45C1
1;