Final Proposal CTCP BaoBi DamPhuMy 13122014 V06

13/12/2014
Version 05
BN XUT NGHIN CU
Tng quan v tim nng th trng

mng phim ng dng trong bao bi mm
ti Vit Nam
Chun b cho
CTCP bao bi m Ph M
Kin ngh nghin cu ny c thit k

theo phng php Market Entry &
Business Intelligence ca Intage VN
INTAGE Inc in Vietnam
S dng phng php Delphi phn tch

Kt hp thng tin nghin cu th cp + phng
vn chuyn su vi cc chuyn gia trong ngnh
c lng market size v Xc nh mc
tim nng ca th trng trong 3 nm ti
www.ftaresearch.com
Copyright 2014 INTAGE Inc in Vietnam. All Rights Reserved.
Ni dung chnh ca bn kin ngh
Nn tng nghin cu
Mc tiu v ni dung nghin cu
Thit k nghin cu
Cu trc mu phng vn & Khu vc thc hin
Chi ph nghin cu & Phng thc thanh ton
Thi gian nghin cu & Hnh thc bo co
Cam kt v bo mt v tiu chun cht lng d n
Kinh nghim thc hin d n tng t
Mt s model phn tch mu
Nhn s thc hin d n
Copyright 2011 INTAGE Inc. All Rights Reserved.
Nn tng nghin cu
Trong nhng nm gn y, ngnh nha l mt trong s cc ngnh tng
trng nhanh vi tc tng trng bnh qun 15% hng nm. Sn
phm nha Vit Nam hin nay xut khu n 151 th trng trn th
gii c bit l cc th trng trng im nh M, Nht, Campuchia,
c, Anh,... trong nm 2013, ngnh Nha xut khu t tng kim
ngch 2,215 t USD. Trong , kim ngch xut khu sn phm nha t
1,808 t USD, tng 13,3% so vi 2012.
Hin Cng ty c phn Bao b m Ph M (DPMP) - n v thnh vin
ca Tng cng ty Phn bn v Ha cht Du kh (PVFCCo) c cng
sut 65 triu bao phn bn, nng sn v xi mng mi nm. Hu ht sn
phm bao b m DPMP ang cung cp l dng bao b mng n, n
gin trong cng ngh sn xut, c s cnh tranh gy gt v gi thnh do
s lng nh sn xut trong nc v nc ngoi rt nhiu v th li
nhun thp. Trong khi , sn phm bao b mng ghp phc hp hay
cn gi l mng film a lp s dng cng ngh cao, cn t nhn cng,
to ra gi tr gia tng cao ang l xu hng tim nng u t hin
nay.
Nn tng nghin cu
Nm bt c th trng trong nc v xut khu i vi dng sn
phm mng ghp phc hp c tim nng ln v gi tr li nhun
cao. Cng vi chin lc pht trin ca DPMP n nm 2020, pht
trin dng sn phm mi c gi tr cao trn din tch t 03 ha cn
li nhm a DPMP tr thnh mt thng hiu cung cp bao b
hin i v uy tn trong nc v xut khu th vic u t m rng
pht trin sn xut Cng ty c phn Bao b m Ph M l rt cn
thit trong cng cuc pht trin chung cho Tng Cng ty phn bn
v ha cht Du kh PVFCCo ng thi cho DPMP tm kim cc
c hi cung ng cc sn phm bao b cao cp hn cho th trng
Vit Nam v tin ti xut khu mnh ra th trng nc ngoi sau
nm 2017.
Cng ty Intage VN mt cng ty chuyn nghip trong lnh vc
nghin cu th trng c yu cu xut bn kin ngh nghin
cu th trng theo yu cu ca CTCP Bao B m Ph M
B 4 mc tiu nghin cu chnh cho d n nghin

cu tin kh thi
1. Tm hiu c tnh, chun loi, quy cch k thut, cng ngh sn
xut v cc ng dng ca mng phc hp ang c trn th trng;
2. Kho st, phn tch xu hng v d bo th trng bao b mng
phim trong nc v nc ngoi trong 5 nm ti v n nm 2030;
3. nh gi tng quan c hi kinh doanh, pht trin sn phm mng
phim ng dng cho cng ngh sn xut bao b;
4. xut cc sn phm mng phim tim nng, xc nh khch hng
v th trng mc tiu cho Cng ty c phn Bao b m Ph M;
Phn tch SWOT:
Xc nh dng sn phm tim nng, la chn phn khc th trng,

xc nh khch hng mc tiu v dung lng th trng ca tng
dng sn phm phn loi danh mc sn phm tiu biu theo sn
lng v ng dng xc nh dng sn phm no cn u tin cho
u t sn xut.
Kt lun v xut sn phm: vi mc tim nng ca tng sn
phm, trn c s ngun lc hin c u t cho Cng ty Bao bi m
Ph M thi nn u t dng sn phm no.
Nghin cu ny s thc hin phn tch th

trng v a ra nh hng la chn dng
sn phm hiu qu nn u t trong 02 dng:
(i) mng nguyn liu,
(ii) mng ng dng.
Loi 5 lp
Loi 7 lp
Loi 9 lp
Chng loi
D n s tp trung nghin cu loi
mng phim 5 lp, 7 lp v 9 lp l
chnh
V ty theo tnh hnh thc t,
Intage VN s kho st thng tin
cho nhng loi 11 lp tr ln
Thng tin chi tit
Mng nguyn liu
Tng quan v sn phm.

o Nguyn vt liu s dng trong sn xut sn phm mng a lp nguyn
liu;
o Ngun cung ng nguyn vt liu sn xut;
o Cng ngh v dy chuyn sn xut;
o ng dng ca sn phm;
o D ton chi ph sn xut (t khu nguyn liu n thnh phm);
Thng tin chi tit
Mng nguyn liu
Th trng
o Xc nh phn khc th trng.
o Tnh hnh cung cu (trong nc v xut khu/ nhp khu) hin ti v xu
hng th trng 5 nm ti v tm nhn n nm 2030;
o Mc tng trng 3 nm qua v d on mc tng trng trong 10
nm ti; (C s liu c th)
o nh gi mc tim nng ca th trng i vi dng sn phm mng a
lp nguyn liu;
o Tm hiu, xc nh i tng khch hng tim nng; (C s liu c th)
o Phn tch 5 p lc cnh tranh tc ng n ngnh hng (Five Force Analysis
of Michael Porter) th trng trong nc v nc ngoi:
o Phn tch hin trng, ro cng v c hi ca ngnh;
o Phn tch v th trng mng nguyn liu mt s nc c nh gi tim
nng: Nht, M, Chu u, ...(c s liu c th)
o Phn tch h thng phn phi hin ti ca th trng mng phim ti Vit Nam
(Phn tch chui phn phi Supply Chain Analysis), im mnh v im yu
ca cc knh phn phi;
o Tm hiu cch tip cn vi khch hng tim nng v quy trnh ra quyt nh
chn la nh cung cp, quy trnh u thu, cc chnh sch chit khu, chm
sc khch hng,
Thng tin chi tit
Mng nguyn liu
i th cnh tranh.
o nh gi tng quan tnh hnh cnh tranh ti Vit Nam v cc nc trn
th gii. Xu hng v mc cnh tranh trong tng lai;
o Tm hiu thng tin v cc i th cnh tranh chnh trn th trng Vit
Nam (Nng lc cung cp, i tng khch hng, cht lng sn phm,
chnh sch kinh doanh, gi c,.);
o Th phn hin ti ca cc i th cnh tranh;
o Cc hot ng thc y bn hng ca cc i th cnh tranh;
o im mnh v im yu ca cc i th cnh tranh;
Thng tin chi tit
Mng ng dng
Tng quan v sn phm.

o
o
o
o
Nguyn vt liu s dng trong sn xut sn phm mng ng dng;

Ngun cung ng nguyn vt liu sn xut mng ng dng;
Cng ngh v dy chuyn sn xut cc loi mng ng dng;
Phn loi cc sn phm mng phim hin c trn th trng theo ng
dng (mng dng trong thc phm, thy hi sn, ngnh dc phm,
ha m phm, ngnh ha cht...) v theo cu trc (mng 5 lp, mng 7
lp, mng 11 lp...)
o D ton chi ph sn xut (t khu nguyn liu n thnh phm);
o Cc yu cu i vi cht lng, tiu chun k thut v cc ng dng
c bit;
Thng tin chi tit
Mng ng dng
Th trng.
o Xc nh phn khc, dung lng th trng v nh gi mc tim nng
ca th trng i vi cc ngnh cng nghip c s dng mng phim;
o Tnh hnh cung cu (trong nc v xut khu/ nhp khu) hin ti v xu
hng th trng trong 5 nm ti v tm nhn n nm 2030;
o Mc tng trng 5 nm qua v d on mc tng trng trong 10
nm ti;
o Tm hiu i tng khch hng tim nng cho sn phm mng phim ng
dng
o Phn tch 5 p lc cnh tranh tc ng n ngnh hng (Five Force Analysis
of Michael Porter) th trng trong nc v nc ngoi:
o Phn tch hin trng, ro cn v c hi ca ngnh mng ng dng;
o Phn tch v th trng mng phim mt s nc c nh gi tim nng:
Nht, M, Chu u...(c s liu c th)
o Phn tch h thng phn phi hin ti ca th trng mng phim ti Vit Nam
(Phn tch chui phn phi Supply Chain Analysis), im mnh v im yu
ca cc knh phn phi mng ng dng;
o Tm hiu cch tip cn vi khch hng tim nng v quy trnh ra quyt nh
chn la nh cung cp mng ng dng, quy trnh u thu.
o Cc chnh sch chit khu, chm sc khch hng,
Thng tin chi tit
Mng ng dng
i th cnh tranh.
o nh gi tng quan tnh hnh cnh tranh ca cc nh cung cp mng
ng dng ti Vit Nam. Xu hng v mc cnh tranh trong tng
lai;
o Tm hiu thng tin v cc i th cnh tranh chnh trn th trng (Nng
lc cung cp, i tng khch hng, cht lng sn phm, chnh sch
kinh doanh, gi c,.);
o Th phn hin ti ca cc i th cnh tranh;
o Cc hot ng thc y bn hng ca cc i th cnh tranh;
o im mnh v im yu ca cc i th cnh tranh;
i tng nghin cu
Nghin cu trn 4 i tng chnh:
1. Hip hi bao bi/nha Vit Nam
Tm hiu xu hng th trng v thng tin lin quan n ngnh bao b mm
2. Cng ty nhp khu v thng mi

Tm hiu thng tin v nhu cu ca th trng nh: sn lng, chng loi, i tng s dng, tiu chun cht
lng, gi c, chnh sch bn hng, (Cng ty Oai Hng, Cng ty Liksin,)
3. Cng ty sn xut mng phim

Tm hiu thng tin v ngun nguyn liu sn xut, sn lng cung ra th trng, i tng s dng, chnh
sch bn hng, (Cng ty Thnh Ph, Cng ty Rng ng, Cng ty Tn Thnh, Cng ty Tn Tin,)
4. Cng ty s dng mng phim nguyn li u gia cng bao bi mm (Converting)

Tm hiu thng tin v sn lng, nhu cu s dng mng phim a lp trong gia cng bao b mm
5. Cng ty tiu th bao bi mng a lp trong sn xut (End user)

Tm hiu thng tin v sn lng tiu th, cch tip cn vi ngi/phng ban ra quyt nh chn nh cung cp
bao b trong 5 ngnh hng chnh:
Thc phm (Massan, Nestle, Trung Nguyn, Vina caf, Bibica, Kinh , Hu Ngh, Vina Acecook,
Vinamilk, TH True milk,)
Thy hi sn (Minh Ph, Thy sn An Giang, )
Ha m phm (ICC, Unilever, P&G,)
Dc phm (Dc Hu Giang, Dc Traphaco, Dc phm OPC,)
Phn bn/ Thc n gia sc (Phn bn Bnh in, Phn bn min Nam, Thc n gia sc Greenfeed,
New Hope, Vina,...
Thit k nghin cu
A. Nghin cu phng vn chuyn su
cc chuyn gia trong ngnh theo
phng php Delphi
. Intage VN s sp xp cuc hn phng
vn. Researcher s phng vn trc tip
thu thp thng tin chuyn su
. i tng phng vn: l cc chuyn gia, c
hiu bit su trong ngnh sn xut v ng
dng mng phim nguyn liu v ng dng
cc v tr qun l (Ch doanh nghip, Gim
c/ Ph gim c kinh doanh, Trng/ Ph
phng thu mua, Chuyn gia trong Hip Hi
Bao B/ Hip Hi Nha/ Ho cht)
1. Hip hi bao bi/nha Vit Nam
2. Cng ty nhp khu v thng mi
3. Cng ty sn xut mng phim
4. Cng ty s dng mng phim nguyn
liu gia cng bao bi mm
(Converting)
5. Cng ty tiu th bao bi trong sn
xut (End user)
Kim tra v nh gi li thng

tin thu thp:
Kim tra tnh ng nht v logic
ca thng tin thu thp.

Kim tra cho cc thng tin vi
nhau: Thng tin thu thp s c
kim tra v thm nh nhm mc
ch loi tr nhng thng tin
thiu tnh xc thc v chp nhn
nhng thng tin tin cy nht.
B. Thu thp thng tin th cp

(Desk research):
Nghin cu t cc ngun d liu: Bo

ch, Internet, cc thng k t Chnh ph,
D liu t Tng cc thng k
Thng tin xut nhp khu t Hi
Quan.
Cc bo co th trng mng phim ti
Nht v mt nc tiu biu trong khu
vc
Phng php Delphi dng phng vn cc

chuyn gia
Cu trc mu phng vn & Khu vc thc hin

KHU VC NGHIN CU
o Khu vc thc hin: HCM v H Ni
o Di y l gi nh ca Intage Vietnam v vic phn b mu cho cc i tng
p vin. Vic phn b ny c th s thay i i tng phng vn ty thuc vo
tnh hnh thc t khi tin hnh d n. Tuy nhin, s lng mu s khng thay i.
CU TRC MU PHNG VN
HCM
H Ni
Tng cng
Hip hi bao bi/nha Vit Nam
Cng ty nhp khu v thng mi
Cng ty sn xut mng phim

Cng ty s dng mng phim nguyn li u gia cng bao bi
mm (Converting)
10
13
10
13
N=26
N=9
N=35
Cng ty tiu th bao bi trong sn xut (End user)

TNG CNG
Ghi ch:
- Phn b mu chi tit s c th thay i da vo tnh hnh thc t ca th trng khi thc
hin nghin cu.
- Intage VN s gi khch hng danh sch cc cng ty cn phng vn trc khi thc hin
- Researcher level manager tr ln s thc hin cc phng vn chuyn su)
- DPMP2011
c INTAGE
th cInc.
mt
i din
tham gia phng vn cng vi Intage VN.
Copyright
All Rights
Reserved.
Chi ph v phng thc thanh ton

Chi ph nghin cu:
Chi ph
Miu t cng vic
S
mu
Desk research v mua data xut nhp khu t Hi Quan

v s liu th trng mng phim Nht
Phng vn chuyn su
Chi ph cng tc & di chuyn cho 1 research phng vn
cc tnh thnh khc ngoi HCM
n v
tnh
(USD)
5,000 USD
30
500
Tng cng
Chi ph sau khi gim gi
Lu :
- Chi ph trn cha bao gm 10%VAT
- Chi ph trn bao gm tin qu cho p vin.
Hinh thc thanh ton:

50% gi tr d n ngy sau khi 2 bn k hp ng
50% cn li c thanh ton trong vng 14 ngy sau khi kt thc d n
Tng chi ph
(USD)
15,000 USD
1,000 USD
21,000 USD
19,000 USD
Thi gian nghin cu & hnh thc bo co

Thi gian nghin cu:
Ni dung lm vic
Hon thin proposal
Chun b hp ng
Thc hin hon thin hp ng v k hp
ng thc hin DA
Thc hin nghin cu
Gi bo co d n cho Bao B m Ph M
Nghim thu d n
Thi gian thc hin d kin

08 12/12/2014
15 17/12/2014
20/12/2014
20/12/2014 03/02/2015
03/02/2014
05/02/2015
Chi ch:
Intage Vietnam s gi lch thc hin chi tit khi khch hng xc nhn thc hin
d n vi Intage Vietnam
Thi gian lm vic: T th Hai th Su
Bo co kt qu
o Bo co c trnh by trn phn mm Power Point
o Intage Vietnam gi khch hng soft copy v hard copies ca bo co cui cng
o Thuyt trnh kt qu nghin cu 1 ln ti vn phng DPMP.
Bo mt v cam kt
Intage Vietnam m bo gi b mt tt c thng tin ca d n ny,
khng tit l hoc chuyn giao bt k thng tin no ca d n cho
bn th ba nu khng c s ng bng vn bn ca CTCP bao b
m Ph M.
Intage Vietnam phi thc hin vic bo mt thng tin ca d n ny
ti thiu l mt (01) nm k t khi bn giao kt qu nghin cu cui
cng.
Intage Vietnam cam kt thc hin theo tiu chun ca Hip Hi
Nghin Cu Th Trng ESOMAR
Intage Vietnam cam kt thc hin d n ny theo ng quy trnh
ra ca tiu chun ISO 20252:2013 (l chun ISO dnh ring cho
ngnh Nghin Cu Th Trng)
Chng nhn ISO
Xc nhn thc hin qua email

Hoc fax n FTA: 08.38205256
Thay mt CTCP Bao B m Ph M, ti xc nhn vic chn cng ty
Intage Vietnam thc hin d n nghin cu th trng theo ng
nh ni dung nghin cu c miu t trn:
Ch k:
Tn: _____________________________________________
Ngy:
_____________________________________________
______________________________________________
Xin c thng bo rng Intage Vietnam cung cp chi ph dch v cnh tranh nht
cho mt dch v tt nht m Intage Vietnam c th cung cp.
Theo chnh sch ca Intage Vietnam, chng ti khng p dng bt k chng trnh
hoa hng no cho khch hng hoc bn th ba.
Kinh nghim thc hin d n

loi hinh tng t
Kinh nghim thc hin

Mc tiu nghin cu: tng quan th trng chp in t VN
Khch hng: CNS
o
o
o
o
Thi gian thc hin: thng 03/2012

S mu: N = 30 IDIs
Khu vc: TP.HCM v H Ni
i tng phng vn:
L cc chuyn gia, c hiu bit su trong ngnh chip in t. Cc chuyn gia
ny ang lm vic v tr qun l trong nhng cng ty sau y:
Nh phn phi chip in t.
Cng ty chuyn cung cp cc sn phm ng dng chip in t.
Cng ty chuyn cung cp cc gii php v qun l thit b, trung tm d liu,
qun l kho lnh, sng di ng.
Trung tm, vin nghin cu cc sn phm lin quan n chp in t
Kinh nghim thc hin

Mc tiu nghin cu: tng quan th trng ph gia xi mng
o
o
o
o
o
Khch hng: SAI

Thi gian thc hin : thng 06/2010
S mu : N = 40 IDIs
Khu vc : TP.HCM, H Ni, Nng, Cn Th
i tng phng vn : Gim c/ trng phng kinh doanh hoc nhng ngi
c vai tr quyt nh n cc vn kinh doanh trong cng ty. Cc nh phn
phi nh bn l cht ph gia xi mng trn th trng Vit Nam
o Ngnh hng : ph gia xi mng
Mc tiu nghin cu: tng quan v th trng lp xe t ti Vit Nam

o
o
o
o
o
Khch hng: cng ty Bridgestone

S mu : N = 32 IDIs
Khu vc : TP.HCM, H Ni
i tng phng vn : Ch i l/ nh phn phi xe hi; ph tng xe hi,
nhng ngi mua xe hi. Gim c/ qun l phng kinh doanh ca cc cng
ty sn xut lp xe.
o Ngnh hng : lp xe hi
Kinh nghim thc hin

Mc tiu nghin cu: tng quan v th trng t bp ti Vit Nam
o
o
o
o
o
Khch hng: Posco E&C

S mu : N = 24 IDIs
Khu vc : TP.HCM, H Ni
i tng phng vn : Gim c/ trng phng kinh doanh/ trng phng bn
hng/ trng phng marketing hoc nhng ngi ra quyt nh cho cc hot
ng ca cng ty.
o Ngnh hng : dn t bp hin i
Mc tiu nghin cu: th trng ch si cao su

o
o
o
o
o
Khch hng: Tng cng ty CN Si Gn (CNS)

S mu : N = 32 IDIs
Khu vc: HCM, Bnh Dng, ng Nai, H Ni, Hi Phng, Nng, Cn Th
i tng phng vn :
Ch i l/ nh phn phi/ ca hng phn phi ch si cao su nguyn cht
Cng ty sn xut/ Cng ty nhp khu ch si cao su
Cng ty dt may c s dng ch si cao su
o Ngnh hng : ch si cao su thin nhin

Kinh nghim thc hin

Mc tiu nghin cu: tng quan th trng vn MDF ti Vit Nam
o
o
o
o
o
Khch hng: Foresco

S mu : N = 25 IDIs
Khu vc : TP.HCM, H Ni, Nng, Gia Lai, Bnh Dng, ng Nai
i tng phng vn : Gim c/ trng phng kinh doanh hoc nhng
ngi c vai tr quyt nh n cc vn kinh doanh trong cng ty
o Ngnh hng : vn MDF
Mc tiu nghin cu: tng quan v th trng t nhp khu ti Vit

Nam
o
o
o
o
o
Khch hng: cng ty Thy Lc Shiseido

S mu : N = 10 IDIs
Khu vc : TP.HCM
i tng phng vn : Ch i l/ nh phn phi xe hi; nhng ngi
mua xe hi nhp khu v s dng
o Ngnh hng : xe hi nhp khu
Kinh nghim thc hin

Mc tiu nghin cu: nghin cu v th trng tm cch nhit Vit Nam
o
o
o
o
o
Khch hng: Cng ty Tn Tin

Thi gian thc hin: thng 10/2007
S mu: N = 10 IDIs
Khu vc: TP.HCM
i tng phng vn: l ngi chu trch nhim hoc ph trch cng vic kinh
doanh ca i l hoc nh phn phi; nh thu/ t vn thit k
o Ngnh hng: tm cch nhit
Mc tiu nghin cu: nghin cu v th trng tm cch nhit c bit l

sn phm sandwich panel
o
o
o
o
o
Khch hng: Posco E&C

S mu : N = 24 IDIs
Khu vc : TP.HCM, H Ni, Hi Phng, Cn Th
i tng phng vn : c chc v kh cao v ang lm cho cc cng ty thit
k, c kin thc v th trng ngnh v cc sn phm trong ngnh xy dng
trong c tm cch nhit, c bit l sn phm sandwich panel
o Ngnh hng : sandwich panel
Mt s model phn tch mu
Doanh s/ gi tr th trng v xu hng

Gi tr th trng v d on tim nng
S khc bit v xu hng tng trng nhiu
phn khc khch hng khc nhau
(m2)
Local industry and commercial projects
GOV projects
Thm nhp th trng

Tm quan
trng cao
Cc ro cn
M hnh thm nhp
80
Quan liu
79
Lut php/th tc
67
Cht lng lao ng
66
Thng hiu tp qun
62
Lut lao ng
59
i tc tin cy
56
Cng ngh truyn thng, tin hc
53
C s h tng
50
Chi ph hot ng
48
Ngn ng
Ti chnh
43
Nhng m hinh chnh thm nhp th trng ca dng sn phm

Cc c hi sn c v cc ro cn
Cc lut khuyn khch v ro cn lut php
Tm quan
trng thp
So snh nh sn xut t trng v sn phm
Hoa Sen v Dong A ch yu tp trung sn phm vo th trng GI, trong khi

Phuong Nam, Blue Scope, Nam Kim v Viet Phap tp trung nhiu hn v
sn phm thp sn.
Bn cnh , so vi Hoa Sen, Blue Scope v Sun Steel kinh doanh mnh hn
dng sn phm ZA. Ch mt vi cng ty c kh nng sn xut ZA.
Phn khc th trng ca sn phm

Phn khc 1 CHY
IN KINH
M
Description
t
C th xc nh c nhng phn khc no?
Phn khc 5
PH N
12%
Phn khc 1
IN KINH
30%
Phn khc 4
NGOI TRI
18%
Phn khc 3
BNG R
16%
i chi + Th thao
Cho nhng ngi mun c th sn chc
Nhng i giy hp thi, hin i
Thit k hp dn l yu t quan trng
Phi vui nhn/th v
Tiu
Customers
s khch
profile
hng
Nhm tr
15-17
18-29
Cc thng hiu s dng nhiu
NIKE ADIDAS
S
Evolution
pht trin
Phn khc 2
TENNIS
24%
26
15
1998
18
1999
21
2000
Nhng phn khc th trng chnh cho dng sn phm

S phn chia doanh s v gi tr theo phn khc
Nhng khch hng mc tiu
30
2201
2002
S chui phn phi
Nh sn xut/ Phn phi c quyn
Th phn sn lng
Th phn gia tr
% li nhun rong
84
4
16
0%
82
11
15%
22
20%
16
15%
10
30
12-15%
21
2
25%
15
20%
30
20%
2
Showroom
nh sx/pp
Bn c lp
i siu th
Ca hng
in my
Ca hng nh
bp & bn
tm
Bn s
15%
H thng
in my
3
Chuyn gia
nh bp
6
25%
4
6
10%
Bn d n
16
4
40%
18
6
25%
12
20%
16
15-20%
10
Ch u
t
2018 25%
Bn l
59%
gia tr
29
10-15%
25%
7
29
Khng
Bn l 10
41% 9 10-15%
gia tr
Ngi tiu dung
Knh phn phi: Bn l, Bn s, Nh phn phi, i l,...

Th phn sn lng v th phn gi tr tng knh
Xu hng theo tng nm
Thu
4
12-15%
3
Nhng vn quan tm trong kinh doanh

Tim nng ( ln & tr gia) th trng?
M rng
Th trng
Nhng phn khc th trng ang phat

trin?
Sn phm no ban chy nht?
Cac i th chnh l ai?

Chin lc ca h ra sao?
nh v v gia
Chin lc gia
Chin lc
cnh tranh
H thng phn
phi?
Cac hot ng
tip th h tr?
Tung sn
phm?
Mi trng kinh doanh
Tnh hnh nn kinh t

2005
Mi trng
2006
2007-11
8.2
8.2 - 8.5
Kinh T
Mi trng
Cnh tranh
Mi trng
P
P
P
T
M
K Thut
Mi trng
Ch s tng GDP tht s (%) 8.4
Chnh tr v
Phat trin cng nghip (%)
Php lut
Mi trng
X hi
16.4
Lm phat (%)
GDP
T gia USD
Cc s o pht trin
8.3
17.7
6.6
~17
c gi thp hn t l tng
15,866 16,679
16,453 (2007)
2005
2006
2007-11
Th trng ban l (%)
19.1
20.9
~22
T l thng th ha (%)
22.5
26.5
Mi trng
T nhin
Dn s thnh th (triu ngi)
22.23
27 (2007) - 34 (2011)
22.82
Tinh hinh kinh t

H thng lut php cho loi sn phm
Mi trng kinh doanh: lao ng, k thut, vn chuyn, truyn thng, hu cn...
Cc i th chnh thng tin cng ty

Ta lc ti th trn Bn Yn Nhn, Huyn M Ho, Tnh Hng
Yn
Hin nay, nh may Tribeco Min Bc ch sn xut sn phm dng chai thy tinh.
Nh may Tribeco Min Bc:

+ Din Tch: 30,000 m2
+ V tr: Th trn Bn Yn Nhn, Huyn M Ho, Tnh Hng Yn
+ Tng s vn u t: 80 t ng (khong 606 triu Yn)
+ Cac dy chuyn sn xut v ch bin: hu ht c nhp t Chu u.
+ S lng cng nhn: 254 ngi (cui nm 2006)
+ Nng lc sn xut: 9 triu kt (thng)/ nm.
Nh my xy dng ti tnh Hng Yn nhm phc v ti th trng khu vc cc tnh Min
Bc, khai thc trit th trng sn c v pht trin th trng mi; to li th cnh
tranh do tit kim ln chi ph vn chuyn v tn kho sn phm khng cn thit.
.
Thng tin v cc i th chnh trn th trng:

Tiu s, cu trc, nng lc sn xut, knh phn phi, gi c
36
NH HNG MNH
im mnh v im yu ca cc i th cnh tranh
Nhng im yu
Nhng im mnh
SNG TO
Quan trng trong Y khoa & EE
CUNG CP SN PHM: cht- lng, tin cy
GI: CE
H TR K THUT
-My
-Y khoa
NH HNG T
Khng quan trng
KH NNG KHOA HC K THUT
Yu cu c bn
Dy chuyn cung cp
IM CNH TRANH KM
IM CNH TRANH MNH
Nhng im mnh v yu ca cc i th cnh tranh chnh
im mnh im yu ca cc i th chnh
Leading brands
Primary strengths/
opportunities
Primary
weaknesses/
threats
Growth potential /
areas of
development
AAA
BBB
CCC
DDD
EEE
Long timer in the

built in market,
with a large
market share
Very strong
reputation and is a
well known brand
Price positioning
ensures huge
volume sales
Excellent after
sale service
Reasonable
product price
High quality
product
Very large chain

store system
Cheap price
product
Highly focus on
gas devices
A famous brand
existed in midclass market for
long time
Excellent quality
and design
World-class
reputation
Reasonable price
and high quality
products
Intense
competition in its
target market
Does not have its
own chain stores,
and therefore has
to rely on
independent
dealers
Intense
competition
No retail
presence of its
own
Limited range of
products
Poor after sales
service
Availability is
limited to a few
stores and
showrooms,
needs to expand
its distribution
network
Limited product
range
Does not offer
electric cooking
devices
Needs to
improve on after
sales service
Preparing itself to
compete with
other competitor
in mid-class
market by
introducing new
product variants
Ready to expand its Focus on

market in economy
producing more
-class and is taking
types of product
initiatives for
to compete in
improvement on
economy-class
product quality
market
Potential to
compete with
other players in
high-end market
while
strengthening its
positioning in
mid-class market
Product
diversification is
necessary to
increase share in
economy market
and also try to
influence the
middle class
market
Cc i th cnh tranh chnh chin lc

SNG TO
Sang to
Kinh ph
NH CUNG CP 1
NH CUNG CP 3
Tm nhn trong tng lai
Danh ting rng ri
THNH TCH
CAO
Phm vi rng
K thut tin tin

Cht lng cao
u tin khach hng
NH CUNG CP 2
i tac tin cy
Tn ty
Tinh thn n nh
DCH V
V tr thng hiu ca cc i th cnh tranh chnh
Chin lc
Thng tin lin lc
GI
THP
Nhn s thc hin d n
i ng qun l d n
Gim
Gim c
c d
d n
n
Mr.
Mr. Trn
Trn Ngc
Ngc Dng
Dng
(Managing
(Managing Director)
Director)
Phn tch, bo
co
Qun
Qun l
l d
d n
n
Mr.
Bi
Hu
i
Mr. Bi Hu i Nh
Nh
(Associate
(Associate Director)
Director)
Phng
Phng vn
vn chuyn
chuyn su
su
Ms.
Phm
Ms. Phm Th
Th Chu
Chu
(Research
(Research Manager)
Manager)
Thu
Thu thp
thp TT
TT Desk
Desk Research
Research
Ms.
Nguyn
Ms. Nguyn Th
Th Ngc
Ngc Linh
Linh
(Senior
(Senior Research
Research Executive)
Executive)
QUN L CHT LNG
THU THP THNG TIN
Qun l cht lng d n

Mr. Huynh Du Long
(Manager)
FW manager (2)
Ms. Nguyn N Lam Tho (HCMC)
Mr. Thai Duy Quang (Hanoi)
Back check 100% by 2 QC

officers
FW supervisor (4)
Recruiter (16)
Thu thp thng

tin
V kim sot cht
lng d n
ng Trn Ngc Dng Managing

Director
Tt nghip i hc ngnh kinh doanh ti trng
Monash University, Australia; tt nghip thc s qun
tr kinh doanh MBA ti CFVG; tt nghip thc s
nghin cu Master of Research ti University of
Lilles, France. Hin nay, ng ang hon thnh lun
vn tin s v cc yu t nh hng n la chn
nghin cu th trng ti Vit Nam vi trng ESCP
Europe.
ng tng lm vic gn 4 nm cp qun l b
phn nghin cu nh tnh v nh lng ti Cng ty
nghin cu th trng ACNielsen, sau m nhim
v tr qun l thng hiu cho Cng ty Phillip Morris
Indochina ph trch th trng Vit Nam, Lo v
Campuchia
Vi gn 15 nm sng lp v ng hnh cng Intage
Vietnam, lun tn tm phc v khch hng v vi b
dy kinh nghim, ng lun l la chn ng tin cy
cho nhng d n nghin cu mang tm chin lc
ca khch hng
ng l thnh vin ca ESOMAR (Hip hi nghin
cu th trng th gii), thnh vin ca MRA (Hip
hi nghin cu th trng M) ti Chicago. ng cng
ang l ging vin ph trch cc chuyn nghin
cu th trng thc hnh ti VietnamMarcom, trng
i hc Kinh t, trng doanh nhn Pace v I.A.M.
ng Bui Hu i nh - Associate
Director
Hin l Gim c nghin cu Intage Vietnam
vi 13 nm kinh nghim trong ngnh nghin
cu th trng, chu trch nhim qun l cc d
n nghin cu ti y. L mt trong nhng
thnh vin ch cht ca i ng nghin cu v
chm sc khch hng, ng cng l ngi ra
nhng k hoch chin lc nhm m bo
tng trng hin ti ca cng ty v chnh sch
pht trin cho nhm nghin cu ca mnh.
ng cng ang l ging vin ph trch cc
chuyn nghin cu th trng thc hnh ti
VietnamMarcom, Arti Vit Nam, trng doanh
nhn Pace v I.A.M.
Bui Huu Dai Nha (Ext. 121)

Associate Director
Email: nhabui@fta.com.vn
INTAGE Inc in Vietnam

Final Proposal CTCP BaoBi DamPhuMy 13122014 V06

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Final Proposal CTCP BaoBi DamPhuMy 13122014 V06

Uploaded by

Copyright:

Available Formats

13/12/2014

Tng quan v tim nng th trng

Kin ngh nghin cu ny c thit k

INTAGE Inc in Vietnam

S dng phng php Delphi phn tch

Copyright 2014 INTAGE Inc in Vietnam. All Rights Reserved.

Ni dung chnh ca bn kin ngh

Copyright 2011 INTAGE Inc. All Rights Reserved.

Copyright 2011 INTAGE Inc. All Rights Reserved.

B 4 mc tiu nghin cu chnh cho d n nghin

Xc nh dng sn phm tim nng, la chn phn khc th trng,

Copyright 2011 INTAGE Inc. All Rights Reserved.

Nghin cu ny s thc hin phn tch th

Thng tin chi tit

Mng nguyn liu

Tng quan v sn phm.

Copyright 2011 INTAGE Inc. All Rights Reserved.

Thng tin chi tit

Mng nguyn liu

Thng tin chi tit

Mng nguyn liu

Copyright 2011 INTAGE Inc. All Rights Reserved.

Thng tin chi tit

Tng quan v sn phm.

Nguyn vt liu s dng trong sn xut sn phm mng ng dng;

Copyright 2011 INTAGE Inc. All Rights Reserved.

Thng tin chi tit

Thng tin chi tit

Copyright 2011 INTAGE Inc. All Rights Reserved.

2. Cng ty nhp khu v thng mi

3. Cng ty sn xut mng phim

4. Cng ty s dng mng phim nguyn li u gia cng bao bi mm (Converting)

5. Cng ty tiu th bao bi mng a lp trong sn xut (End user)

Copyright 2011 INTAGE Inc. All Rights Reserved.

Kim tra v nh gi li thng

Kim tra tnh ng nht v logic

ca thng tin thu thp.

B. Thu thp thng tin th cp

Nghin cu t cc ngun d liu: Bo

Phng php Delphi dng phng vn cc

Copyright 2011 INTAGE Inc. All Rights Reserved.

Cu trc mu phng vn & Khu vc thc hin

Hip hi bao bi/nha Vit Nam

Cng ty nhp khu v thng mi

Cng ty sn xut mng phim

Cng ty tiu th bao bi trong sn xut (End user)

Chi ph v phng thc thanh ton

Desk research v mua data xut nhp khu t Hi Quan

Hinh thc thanh ton:

Copyright 2011 INTAGE Inc. All Rights Reserved.

Thi gian nghin cu & hnh thc bo co

Thi gian thc hin d kin

Copyright 2011 INTAGE Inc. All Rights Reserved.

Copyright 2011 INTAGE Inc. All Rights Reserved.

Chng nhn ISO

Copyright 2011 INTAGE Inc. All Rights Reserved.

Xc nhn thc hin qua email

Copyright 2011 INTAGE Inc. All Rights Reserved.

Kinh nghim thc hin d n

Copyright 2011 INTAGE Inc. All Rights Reserved.

Kinh nghim thc hin

Thi gian thc hin: thng 03/2012

Copyright 2011 INTAGE Inc. All Rights Reserved.

Kinh nghim thc hin