BQ GIAO Dl)C VA DAO T.;.O
TRUONG D.;.I HQC KINH TE TP. HO CHi MINH

HOANG VAN QUYEN

MQT SO GIAI PHAP CHIEN LUQC PHAT
TRIEN LANH VV'C SON TRANG TRi CUA
CONG TY TNHH SON JOTUN VIETNAM
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DENNAM2010

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LUAN
VAN THAC
SY KINH TE
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TP. H6 cHi MINH- NAM 2oos

i11UCNG flH KINH i~ TP.HCM

THU\~!N


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SY KINH TE

HVONG DAN KHOA HOC: TS. NGUYEN DANG LIEM

TP. HO CHi MINH- 2005
rF


MUCLUC
•
•
PIIANMODAU
Loi cam k8t
Bimg cac tu vi8t t~t & Khai niem
Bang tra Cll'U cac bang, bi~u
Loi dun on
Loi n6i dAu

ChD'ang 1: CO SOLYLU~N VE CHIEN LUQC KINH DOANH

A TONG QUAN vE CHIEN LU'OC KINH DOANH .................................. :........ Trang 1
I. Khai niem ........................................................................................................... Trang 1
II. Phan lo;;ti chi8n luqc .......................................................................................... Trang 1
III. Cac bu&c nghien c(ru ho;;tch djnh chi8n luqc .................................................... Trang 2
III. 1 Nghien Cll'U moi truang ho;;tt dong cua nganh ...................................... Trang 2
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1. Cac yeu
to' thu(Jc moi truirng vi mo ............................................... Trang 3

1. Anh hu6ng cita cac yeu t6 kinh td ............................................... Trang 22
2. Anh hu6ng vd van h6a, xa h9i, dja ly va nhan khdu .................... Trang 23
3. Anh hz,r6ng cita lutjt phap, chtnh phil va chtnh trj ....................... Trang 24
4. Anh hz,r(rng cua cong ngh? .......................................................... Trang 24
II.2 Moi truong vi mo ............................................................................... Trang 25

1. D6i thu cqnh tranh trlfc tidp ....................................................... Trang 25
2. D6i thu tidm dn ........................................................................... Trang 39
3. Khach hang ................................................................................ Trang 39

4. Nha cung cdp.............................................................................. Trang 40
5. San phdm thay the ...................................................................... Trang 40
III. Cac chi8n luQ'c kinh doanh cua Cong ty TNHH San Jotun Vi~t Nam trong thai gian
qua
....................................................................................................... Trang 41


C. DANH GIA CHUNG vE cAc THUAN LOI, KH6 KHAN, NHO'NG THANH
QUA DAT DU'OC VA NHCJ'NG TON TAl CUA CONG TY TRONG HOAT DONG
SAN XUAT KINH DOANH ............................................................................... Trang 42
I. Thuc;in IQ'i

....................................................................................................... Trang 42

II. Kh6 khan ....................................................................................................... Trang 42
III. Nhfrng thimh qua d~t duQ'c ............................................................................. Trang 43
IV. Nhfrng h~n ch~ cfut VUQ't qua .......................................................................... Trang 43
D. XA Y DUNG MA TRAN SWOT DE VACH RA CHIEN LU'dC K1NH DOANH
TRONG rnOI GIAN Ten·............................ .'................................... ·................... Trang 45
KET LUAN CHU'dNG II .................................................................................... Trang 46

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Trang 56

VI. Nh6m giai phap v~ ngu6n nhan h.rc ................................................................ Trang 57
C. MOT SO KIEN NGIU .................................................................................... Trang 60
I. DBi v6i nha nu6c .............................................................................................. Trang 60
II. DBi v6i cong ty ................................................................................................ Trang 60

Bang 7: Chi phi cho ho~t dong quang cao cua mot s6 d6i thu c~h tranh 2004 .. Trang 32
Bang 8: Phan tich IQ'i th~ c~h tranh cua cac d6i thu ......................................... Trang 33
Bang 9: So sanh cong ngh~ pha mau cua cac hang c~h tranh .......................... Trang 34
Bang 10: So sanh cac dong san phfim c~nh tranh .............................................. Trang 35
Bang 11: S6luQ"ng may pha mau tren thj tm
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ICI

: Cong ty Lien doanh San ICI Vi~t Nam

•

4 Oranges · : Cong ty TNHH 4 Oranges

•

Akzo Nobel : Cong ty TNHH Akzo Nobel Coatings

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Nippon

: Cong ty TNHH San Nippon Vi~t Nam

•

TOA

: Cong ty San TOA

•

Donasa


• Chdt tqo mau: La chAt dung d8 tron v&i san gBc thong qua h~ th6ng pha mau t~i
cira hang d8 cho ra san thanh phfun da c6 mau.


LOICAMON
Tru&c tien, tac gia xin gcri lcri cam on chan thanh d8n TS. Nguy8n Dang Liem ngucri da
huang dful tac gia rdt t~n tinh trong qua trinh th1,rc hi~n d8 tai mly. Tac gia cling xin gcri
lcri cam on d8n Quy thAy co khoa Sau D~i Hoc - trucrng D~i Hoc Kinh T8 Tp. H6 Chi
Minh, Ban Giam d6c Cong ty TNHH San Jotun Vi~t Nam, phong Marketing va phong
Tai chinh cua Cong ty da h6 trQ' tac gia t~ tinh trong vi~c thu th~p s61i~u.
Cu6i cung tac gia xin gcri lcri cam on d8n cac hi;Ul be xa gAn, cac d6ng nghi~p da gop y,
dong vien tac gia trong qua trinh th1,rc hi~n d8 tai.


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3. PHUONG PHAP, DOl TUQNG, P~M VIvA GIOI H~N CUA DE TAl
3.1 PhtrO'Dg phap nghien CtfU


Tac gia dva tren phuong phap lu~ cua chu nghia duy v~t bi~n chtmg d6ng thai k~t hqp
cac ky thu~t nghi~p v1,1 nhu th6ng ke, t6ng hqp, so sanh, suy lu~ ... de nghien ctru d~ tai
nay.
3.2. DBi tU'Q'ng nghien clfu
D~ tai t~p trung nghien ctru sv c~h tranh tren thi truang son trang tri Vi~t Nam trong

m6i lien h~ ch~t che v6i chi~n luqc phat trien lanh wc son trang tri cua Jotun.
3.3. Ph~m vi nghien clfu

Mot s6 hang son hang dau thi truang Vi~t Nam hi~n nay rna Jotun xem Ia d6i thu c~h
tranh cua minh.
3.4. GiOi h~n d~ tai
D~ tai chi t~p trung nghien ct'ru cac d6i thu c~h tranh trong phan khuc thi truang son

cao d.p va cong ngh~ pha mau Multicolor.

4. NQIDUNGDE TAl
G6m 3 chuang
•

Chuong 1: Co s& ly lu~ v~ chi~n luqc kinh doanh.

•

Chuong II: Thvc tr~g san xufit kinh doanh son trang tri cua Cong ty TNHH

CHUONGI
CO SOL Y LU~N

VE CHIEN LUQC KINH DOANH

A. TONG QUAN VE CHIEN LUQC KINH DOANH
I. KHAI NI~M

C6 nit nhieu dinh nghla khac nhau ve chi~n luge, tae gia Fred R.David dinh nghla
"Chi~n luge la nhfrng phuang ti~n d~t d~n mve tieu dai h~n". Theo Alfred Chadler, chi~n

luge la

vi~c

xac dinh m\}e tieu CO ban va lftu dai CUa m(}t doanh

nghi~p

va la S\1' V~eh ra

m9t qua trinh hanh d()ng va phfm ph6i cac ngubn lvc cftn thi~t d~ thvc hi~n mvc tieu d6.
R~t nhi~u dinh nghla v~ chi~n luge tuy khac nhau, nhung deu bao gbm cac bu6'c cong
vi~c

nhu sau:

1) Xac dinh cac mvc tieu dai h~n cua t6 chue.
2) Bua ra va Iva ch9n eac phuang an thvc hi~n.
3) Tri~n khai va phan ph6i eac ngubn lvc thvc hi~n mvc tieu d6.

nha qu::'m tri

Keth9'P

.

Nhfrng ca h quan trQng la 1,00.
c. Phan lo1;1i y~u t6: Cho diSm tir 1 (anh hu&ng it nh~t) d~n 4 (anh hu&ng nhi~u nh~t).

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d. Nhfm m6i rnuc d

tr~n

danh gia cac

a chb cac y~u tf> ben trong CO tftrn quan trQng quy~t d!nh SlJ thanh cong

cling bao g6rn trong d6. Trong rna tr~n c~nh tranh, tbng s6 di€rn quan trQng gifra cac d6i
thu cling dugc tinh toan nh~rn xac d!nh nang Ivc c~nh tranh so v&i cong ty mau.
Bang 1: Mdu ma tr9n hinh imh cr;tnh tranh

Cac y€u
t6 chu
,
yeu

Muc
quan
trQng

Cong ty c~nh tranh
1

Cong tyrnau

Phfm

lo~i

s6 di€rn

ke cac ca h

410

420

425

485

531

86

94

103

118

129

71

78

86

98

107

250
200

-j2.--c---~~--:C-c'----0-~-

150

-f,-,"c--~

!

GJ San ILYQ'ng (tri$u 1ft)

I

Ill Gia tri (tri$u USD)

100
50

0

Ngu6n : Tac gia thiit kd thea s6 li?u cita bang 2

T6c d9 tang tru6'ng binh quan tuang d6i cao se la d~u hi~u dv bao v~ cac cu9c c~nh tranh
gianh gi~t thi phan r~t kh6c li~t trong cac nam t&i, cac nha cung c~p l&n- c6 tam ca qu6c
t~ d~u mu6n nhanh chan chi~m gifr vi tri thuqng phong cua minh tren thi truang, trong

khi cac cong ty nh6 cling rao ri~t thay d6i de bao dam it nh~t la S\I t6n t~i. D6 la ly do
giai thich t~i sao m9t s6 nha cung c~p dang d~n dau thi truang v~n ti~p tvc dau tu rna

1. Ph/in khuc cua thj trU'iJ'ng SO'n trang tri hi~n nay

San ph~m tren thi trucmg san trang tri hi~n nay duqc chia lam 3 dong my theo d6i tuqng
khach hang ma cac nha cung cfrp mu6n phvc vv:
a. Dong sim phftm cao cftp: Day la dong san ph~m phvc vv cho cac d6i tuqng khach
himg la nguai c6 ti~n, c6 yeu cftu cao v~ chfrt luqng va sv hoan thi~n trong trang tri.
Cac chung loc;ti san ph~m thu
dua chinh cua t~p doan Jotun khi tham gia thi truang san trang tri

Vi~t

Nam. Dong

san phfrm phvc vv cho cu
Levis

E.J

Oic hang kluic

Ngu6n: Bao cao marketing nam 2004 cua Jotun.

D~n d&u thi truo·ng hi~n nay la hai hang san d.t nhi~u ti~m ll)'c la ICI & 4 Oranges, di~u

.nay phfm anh dung tinh hinh thl)'C t6 va logic v6'i llllrC d(_) d&u tu qufmg ba thuang hi~u

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hi~n nay cua 2 hang nay tren thi truang. Day la hai dbi thu chinh rna J otun qmh tranh

trong chi~n luqc phat tri~n cua rninh t~i thi truang Vi~t Narn.
1.3 Xu htr6'ng thj trrr

a "san ph~rn v~t lY'' (cite !on

trQn g6i - tu vfrn san ph~m, h6 trq thi~t


KETLUANCHUONGI
.
Trong chuang I, lu~n van dua ra cac v~n d~ mang tinh CO' sa cho cac ly lu~n cua d~ tai
nghien cuu g6m:
1) Tfmg quan v~ ly thuy€t chi€n luge. Day la ca sa ly thuy€t cho phep tac gia c6
dugc cac dinh huang nghien CUU va tiep C~n thl,IC ti~n khoa hQC han, logic han.
2) Phan tich danh gia sa luge tinh hinh phat tri~n thi trucmg san trang tri Vi~t Nam
trong nhfrng nam gfrn day. Day la CO' sa thvc ti~n cho phep tac gia dva vao d6 d~
phan tich danh gia moi trucmg ho~t d()ng cua cong ty.

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