1

CHNG I: C S L LUN
I.1 CC L LUN C BN V MARKETING DCH V
- Bn cht v c im c bn ca Dch v: Dch v l mi bin php hay
li ch m mt bn c th cung cp cho bn kia v ch yu l khng s thy
c v khng dn n s chim ot mt ci g (1). Vic thc hin dch v
c th c v cng c th khng lin quan n hng ha di dng vt cht ca
n. Dch v c 4 c im cn c ch n khi xy dng cc chng trnh
Marketing: Tnh khng s thy c; Tnh khng th tch ri khi ngun
gc; Tnh khng n nh v cht lng; Tnh khng lu gi c
- Phn loi Dch v:
Ngun dch v l ngi hay my? Dch v c ngun gc l con
ngi c nhng dch v cn c nhn lc chuyn nghip (k ton, t vn v
cc vn qun l) hay nhng chuyn gia hnh ngh (qut dn, chm sc
vn hoa); Nhng dch v c ngun gc l my mc, bao gm nhng dch
v cn my t ng (my t ng ra t, my t ng bn hng), hay
nhng thit b c ngi iu khin, trnh tay ngh tng i thp (taxi),
hay nhng thit b cn s iu khin ca nhng chuyn gia c trnh cao
(my bay, my tnh in t)
Khch hng c nht thit phi c mt khi cung ng dch v cho
h khng?
ng c mua dch v ca khch hng l g?
ng c ca ngi cung ng dch v l g?

(1) Marketing cn bn trang 478, Philip Kotler

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

Phm vi ph bin v tm quan trng ca Marketing trong lnh vc dch

v: Cc Cng ty Dch v thng lc hu so vi cc cng ty sn xut trong

vic s dng thc t Marketing. Ngy nay, khi tnh hnh cnh tranh ngy cng
quyt lit, chi ph tng, nhp tng nng sut gim v cht lng dch v
ngy mt st km, ngy cng c nhiu t chc dch v bt u quan tm n
Marketing. Ngn hng cng l mt lnh vc hot ng m trong mt thi gian
tng i ngn Marketing tr nn ph bin.Lc u cc ngn hng hnh
dung Marketing l mt s kt hp cc bin php kch thch vi thi nim
n, nhng by gi h c nhng b phn marketing, nhng h thng thng
tin, lp k hoch v kim tra.
I.2 DCH V TR GP
I.2.1 Th trng ti chnh
I.2.1.1 Lch s hnh thnh th trng ti chnh
Ti chnh ra i v tn ti trong iu kin kinh t - x hi khi m
xut hin nn sn xut hng ha. Lch s pht trin ca x hi cho thy,
khi phn cng lao ng x hi pht trin, ch t hu xut hin, th dn n
s ra i ca mt nn sn xut da trn c s trao i hng ha v tin t tr
thnh mt phng tin khng th thiu c cho chnh s tn ti v pht trin
ca nn sn xut (2)
S xut hin tin t nhanh chng thc y cc hot ng giao lu
kinh t, ng thi lm nn cuc cch mng trong cng nghip phn phi: t
phn phi bng hin vt sang phn phi bng gi tr. Trong nn kinh t hng
ha tin t, sn phm sn xut ra bn. Hng ha khi trao i trn th trng
cn phi biu th gi c ca n. Gi c l hnh thc biu hin bng tin ca gi
tr.
(2) Nhp mn Ti Chnh Tin T trang 2, PGS.TS S nh Thnh TS V Th Minh Hng

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

Khi hng ha thc hin gi tr phi gn lin vi s vn ng ca tin t

ng thi pht sinh thu nhp cho ngi cung cp hng ha. Cc khon thu
nhp ny, tri qua qu trnh phn phi, to ra ngun ti chnh hay qu tin t
ca cc ch th kinh t. S lin tc ca qu trnh sn xut hng ha lun lun
i hi cc qu tin t phi c to lp, phn phi, s dng v y chnh l
c s lm ny sinh th trng ti chnh
I.2.1.2 nh ngha th trng ti chnh
Th trng ti chnh l tng ha cc mi quan h cung cu v vn, din
ra di hnh thc vay mn, mua bn v vn, tin t v cc chng t c gi
nhm chuyn dch t ni cung cp n ni c nhu cu v vn cho cc hot
ng kinh t. Mt h thng th trng ti chnh hon chnh phi bao gm h
thng th trng tin t hot ng ch yu thng qua h thng ngn hng, kho
bc nh nc, cc cng ty ti chnh v th trng vn, trong th trng
chng khon gi vai tr quan trng(3)
Th trng ti chnh l mt b phn quan trng bc nht trong h thng
ti chnh, chi phi ton b hot ng ca nn kinh t hng ha. Th trng ti
chnh pht trin gp phn thc y mnh m s pht trin kinh t x hi ca
mt quc gia.
I.2.1.3 Vai tr, Chc nng th trng ti chnh
- Th trng ti chnh ng vai tr l knh dn vn t ngi tit kim n
ngi kinh doanh, gip cho vic chuyn vn t ngi khng c c hi u t
sinh li n nhng ngi c c hi u t sinh li.
- Th trng ti chnh thc y vic tch ly v tp trung ngun vn p
ng nhu cu xy dng c s vt cht k thut, sn xut kinh doanh.
(3) Nhp mn Ti Chnh Tin T trang 15 PGS.TS S nh Thnh TS V Th Minh Hng

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

- Th trng ti chnh gip cho vic s dng vn c hiu qu hn, khng

ch i vi ngi c tin u t m cn c vi ngi vay tin u t.
Ngi cho vay s c li thng qua li sut cho vay. Ngi i vay vn phi
tnh ton s dng vn vay hiu qu nht do h phi hon tr c vn ln li
cho ngi cho vay ng thi phi to thu nhp v tch ly cho chnh bn thn
mnh
- Th trng ti chnh to thun li cho vic thc hin cc chnh sch m
ca, ci cch kinh t ca Chnh ph thng qua cc hnh thc nh pht hnh
tri phiu ra nc ngoi, bn c phn, thu ht vn u t nc ngoi vo cc
ngnh sn xut kinh doanh trong nc.
- Th trng ti chnh cho php thc hin cc chng t c gi, bn c
phiu, tri phiu, i tin
I.2.1.4 Cc hnh thc ca th trng ti chnh
Cu trc th trng ti chnh gm: Th trng n v th trng vn c
phn, Th trng cp mt v th trng cp hai, Th trng tin t v th
trng vn (4)
Th trng n v th trng vn c phn
Th trng n : phng php chung nht m cc cng ty s dng vay vn
trn th trng ti chnh l a ra mt cng c vay n, v d nh tri khon
hay mt mn vay th chp. Cng c vay n l s tho thun c tnh cht hp
ng c li sut c nh v hon tr tin vn vo cui k hn. K hn di 1
nm l ngn hn, trn 1 nm l trung v di hn. Th trng n l th trng
din ra vic mua bn cc cng c n k trn.
Dch v tr gp nm trong hnh thc ny.
(4) Website: www.wikipedia.org Th trng ti chnh

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

Th trng vn c phn: phng php th hai thu ht vn l cc cng ty

pht hnh c phiu. Ngi nm gi c phiu s hu mt phn ti sn ca
cng ty c quyn c chia li nhun rng t cng ty sau khi tr chi ph, thu
v thanh ton cho ch n (nhng ngi s hu cng c n).
Th trng cp mt v th trng cp hai
Th trng cp mt l th trng ti chnh trong din ra vic mua bn
chng khon ang pht hnh hay chng khon mi. Vic mua bn chng
khon trn th trng cp mt thng c tin hnh thng qua trung gian l
cc ngn hng.
Th trng cp hai l th trng mua bn li nhng chng khon pht
hnh. Khi din ra hot ng mua bn chng khon trn th trng ny th
ngi va bn chng khon nhn c tin bn chng khon cn cng ty
pht hnh khng thu c tin na, mt cng ty thu c vn ch khi chng
khon ca n c bn ln u tin trn th trng cp mt.
Th trng tin t v th trng vn
Th trng tin t l mt th trng ti chnh ch c cc cng c ngn hn (k
hn thanh ton di 1 nm).
Th trng vn l th trng din ra vic mua bn cc cng c n di hn nh
c phiu, tri phiu. Th trng vn c phn thnh ba b phn l th trng
c phiu, cc khon cho vay th chp v tri phiu.
I.2.2 Dch v tr gp
I.2.2.1 Lch s hnh thnh Dch v tr gp
Dch v tr gp xut hin u tin ti M t khong nm 1850 vi hnh
thc mua my may tr gp. Ph n rt ho hng vi dch v ny, v ln u
tin xut hin my may, gip ph n c th rt ngn thi gian may mt ci o
t 14 gi xung cn ch trong 1 gi ng h, v li cn c mua tr gp.
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

l mt s tit kim sc lao ng rt ln v n khong nm 1870 gi ca mt

chic my may ch khong 30 40 la nu mua bng tr gp.
Mt hng trang tr ni tht sau cng c bn bng hnh thc tr
gp. Mt bi bo vo nm 1899 Boston vit rng na s lng cc ca
hng trang tr ni tht ang s dng dch v tr gp. Vo khong nm 1900,
vi s ra i ca dch v tr gp mua xe hi, dch v tr gp tht s bng
n v 7 nm sau , giao dch tr gp tr nn ph bin v c p dng
rng khp cho nhiu mt hng nh my may, radio, t lnh, my ht a, my
git, my ht bi, n trang, qun o v c xe hi.
Nm 1924, 75% xe hi c bn vi hnh thc tr gp, 80% my ht
a, 75% my git, 65% my ht bi v 25% n trang cng c bn di
hnh thc tr gp.
Dch v tr gp cng t c lan rng sang cc nc khc ti Bc
M, Nam M, Chu u, Chu v pht trin mnh m n ngy hm
nay(5)
I.2.2.2 nh ngha Dch v tr gp
Tr gp l mt hnh thc cho vay m ngi vay c th tr trc hoc
khng tr trc mt s tin, phn cn li s c tr nh k theo lch trnh
nh sn. Khong thi gian tr phn cn li c th vi thng hoc thm ch
n 30 nm. Mt ti sn th chp tr dn c th xem l mt hnh thc tr gp.
Ty tng khong thi gian hoc phn trm tr trc c chn m c nhng
hnh thc tr gp v thanh ton khc nhau

(5) Website: www.myvesta.org/history/hisotryinstallment

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

I.2.2.3 Vai tr ca Dch v tr gp

- Ngi tiu dng c th mua ngay mn hng yu thch nhng vn cn tin
dnh, gip kch thch tiu dng, to s pht trin cho nn kinh t
- Ngi tiu dng s c cuc sng tin nghi hn vi khon tin nh m
khng cn ch i lu
- Ngi tiu dng c th t ln k hoch chi tiu hp l cho mnh vi
nhng lch trnh tr gp va ti tin
I.2.2.4. Cc hnh thc tr gp
- Hin nay Dch v tr gp c p dng rng khp cc mt hng: nh, t,
xe t, xe gn my, hng in my, hng trang tr ni tht, thm ch l tin
mt
- Khch hng cng c th chn thi gian tr gp ty thch: vi thng, vi
nm, thm ch ln n 30 nm.
- S tin tr trc c th l 80%, 70%, 60%, 50%, 40%, 30%, 20%... thm
ch l 0%. Phn cn li s c tr dn theo nh k mi thng, mi qu
I.3.CHIN LC MARKETING I VI DCH V TR GP
I.3.1 Marketing trong Dch v tr gp
Dch v tr gp thc cht cng l mt hnh thc cho bn sn phm
hu hnh vi phng thc thanh ton khc vi tr thng, thng thng l tr
dn theo tng khong thi gian c nh sn. V vy, Marketing trong Dch
v tr gp cng da trn Marketing cn bn. Vi ci ch cui cng l li
nhun, cc cng ty ti chnh phi tha nhn rng Marketing cng l mt cng
c kinh doanh, c coi nh mt cng ngh ngn hng hin i khng th
thiu trong qu trnh ton cu ha hin nay.
C th hiu Marketing trong Dch v tr gp l nng cao hiu qu cnh
tranh, thu ht v m rng khch hng, a dng ha sn phm, khng ngng
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

nng cao li nhun. Ngoi ra, Marketing trong Dch v tr gp l sch lc

gip khch hng t hoch nh k hoch chi tiu ca mnh mt cch hp l v
thun li nht.
I.3.2 c im Marketing trong Dch v tr gp
c hnh thnh trn c s vn dng ni dung quan im Marketing
hin i, Marketing trong Dch v tr gp c nhng c im sau:
- Marketing trong Dch v tr gp l loi hnh Marketing dch v ti chnh
Dch v tr gp l mt b phn ca dch v ti chnh, mt loi hnh
dch v cht lng cao, c vai tr thc y tiu dng, t tng kh nng
pht trin ca nn kinh t. Nhim v ca Marketing trong Dch v tr gp l
a dng ha sn phm, nm bt nhu cu tiu dng, t a ra cc gi sn
phm cng nh cc chng trnh Marketing ph hp nhm tha mn nhu cu
ca ngi tiu dng
- Marketing trong Dch v tr gp mang c im ca Marketing dch v
Khc vi hng ha c bn tr thng thanh ton mt ln, khch hng
trong Dch v tr gp sau khi mua hng vn phi lin h vi ni cung cp
dch v nhiu ln sau khi mua thanh ton tr chm theo lch nh sn, hoc
s dng cc dch v khc: chm dt sm, V vy i hi Marketing trong
Dch v tr gp phi lun a ra c cc chng trnh, chin lc nhm
chm sc khch hng tt nht sau khi mua hng
I.3.3 Chc nng, vai tr ca Marketing trong Dch v tr gp
Cng ging nh Marketing cho nhng sn phm hu hnh khc,
Marketing trong Dch v tr gp cng s c chc nng, vai tr nh sau:
- Marketing trong Dch v tr gp l cng c kt ni cng ty vi th trng
Trong bt c ngnh hng no, vic nm bt th trng, nm bt nhu
cu, th hiu tht s ca ngi tiu dng t a ra cc sn phm vi
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

nhng tin ch ph hp lun l mt cha kha cho s thnh cng ca doanh

nghip. Dch v tr gp cng khng ngoi l, cng cn nm r c s vn
hnh ca th trng, s bin i lin tc ca nhu cu khch hng trn th
trng cng nh v tr, sn phm cng ty cung cp trn th trng t
a ra cc chin lc pht trin ph hp, trn c s xc lp v trin khai
cc gii php marketing c th. Ni cch khc, ton b cc hot ng gn kt
gia cng ty cung cp Dch v tr gp v th trng nh nu trn u
thuc phm vi ca hot ng marketing.
- Marketing l cng c hu hiu thu ht khch hng
Nhm thu ht khch hng, Cng ty cung cp dch v tr gp cn phi
ch n vic thit k v trin khai gi sn phm ph hp vi nhu cu khch
hng, cng nh cc chng trnh Marketing h tr nhm thu ht khch hng
tm n sn phm ca cng ty. Chin lc Marketing cn c xy dng v
pht trin hp l, tha mn ti a nhu cu khch hng vi nhng dch v ph
hp nht, nhanh nht, chi ph thp nht nhm to cho khch hng cm gic
thoi mi, an tm, thun tin khi s dng dch v. Nh c hot ng
Marketing m cng ty c th gi chn khch hng c, ng thi thu ht thm
khch hng mi mt cch hiu qu nht
- Marketing l cng c nng cao kh nng cnh tranh
C ch th trng chnh l c ch cnh tranh. Khi a ra mt sn phm,
cng ty cn c nhng chin lc Marketing nhm to s khc bit ha trong
dch v ca mnh nhm thu ht khch hng. Hn na, ngay khi chim lnh th
trng, cng ty cng phi tin hnh cc chin lc bo v v cng c th
trng nhm m bo i th cnh tranh khng th nhanh chng sao chp m
phng, tin ti chim lnh th trng mi m ca cng ty mnh

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

10

- Marketing trong Dch v tr gp l sch lc gip khch hng t ln k

hoch chi tiu mt cch hp l v thun tin nht.
Marketing gip khch hng nhn nhn c cc tin ch t dch v tr
gp, t chn sn phm, phng thc thanh ton, thi gian thanh ton sao cho
mua c mn hng cn thit m vn cn tin dnh cho nhng k hoch
khc.
I.4. XY DNG CHIN LC MARKETING TRONG DCH V
TR GP
I.4.1 Phn khc th trng v la chn th trng mc tiu
Cc Cng ty xc nh nhng nhm khch hng tim nng c hnh vi
mua sn phm dch v tng t bng cch nhn din v nhm nhu cu ca
cc khch hng khc nhau vo cc phn on. Phn on th trng gip cc
cng ty nhn thy c hi trn th trng thng qua cng vic phn tch nhu
cu ca tng nhm khch hng. Vic phn on th trng l mt cng c
hu ch ci thin mi quan h vi khch hng. Kt qu l nng cao c
bn hng cho, bn hng gp nhiu sn phm v thit lp quan h lu di vi
khch hng
Phn on th trng l c s tin xy dng chin lc th
trng. Nu lm tt cng vic phn on th trng, qua xc nh cho
mnh mt th trng mc tiu thch hp, s d dn n thnh cng v chin
lc th trng da trn c s nng lc v li th thc s ph hp vi nhu cu
ca th trng
Cc bc ca cng on phn khc th trng v la chn th trng mc
tiu:
-

Bc 1: hiu r th trng v i th

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

11

Mt th trng tim nng l khi khch hng mong mun mt iu g cha

c p ng, mc cng cao th c hi ca cng ty cng ln. hiu c
th trng cn tr li nhng cu hi sau:
u l phn khc th trng cha c p ng?
u l phn khc th trng ln gip t c li nhun?
Cn nm gi bao nhiu th phn t c li nhun?
Th trng c nhiu i th cnh tranh khng?
u l im yu ca i th cnh tranh?
Liu th trng ny c gip Cng ty pht huy u th cnh tranh
ca mnh khng?
-

Bc 2: thu hiu khch hng

Nm thng tin v khch hng cng l bc u tin trong vic bn hng.

Cng ty phi bit c (1) ai l khch hng ca bn, (2) h mong mun iu
g v (3) u l ng lc gip h mua hng l nhng yu t cn thit ca
mt k hoch Marketing hiu qu. tht s hiu r khch hng cn tr li
nhng cu hi sau:
Khch hng tim nng ca Cng ty thc hin cc giao dch tng t
nh th no? (n ngn hng, cng ty ti chnh, qua internet hay qua mi
gii)
Ai l ngi quyt nh s dng dch v v ai l ngi c nh hng nht
i vi quyt nh s dng dch v?
Nhng thi quen ca khch hng l g? V d, h thng ly thng tin v
dch v t ngun no? (truyn hnh, sch bo, tp ch, ngi khc gii
thiu)
ng c thc y s dng dch v ca h l g? (thi phc v ca
nhn vin, th tc nhanh gn, )
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

12

Bc 3: chn phn khc thch hp

Cng ty cn c c mt bc tranh r rng mnh mun tr thnh. Nn

chia th trng ra thnh nhiu phn bnh nh v nm trn phn , sau hy

bt u xm nhp phn khc mi.
I.4.2 nh v thng hiu v qun l thng hiu
Thng hiu ng vai tr rt quan trng i vi hot ng kinh doanh
ca cng ty, l cng c cnh tranh v l nhn t ng gp vo s pht trin
v n nh ca Cng ty. Trong cc mt pht trin thng hiu, thng ip
Marketing ngy cng c ch v tn dng kh hiu qu. Thng ip
Marketing khng ch gip khch hng nhn thy trin vng ca cng ty m n
cn thuyt phc h tr thnh khch hng ca Cng ty. Mt thng ip
Marketing cn da trn 2 yu t:
Th nht, n phi ngn gn v nu bt c im chnh, n s tr
thnh biu tng m thanh ca Cng ty
Th hai, thng ip Marketing phi c h tr bi tt c cc ngun
lc ca Cng ty v c y mnh nh qung co.
I.4.3 Mng li hot ng
Dch v tr gp s d dng pht trin khi mng li hot ng rng
khp, iu ny c gii thch bi ba nguyn nhn sau:
- Vic m rng chi nhnh hot ng: v hin nay Dch v tr gp l dch v
tng i mi, ngi tiu dng cha bit n nhiu, dch v c m rng ti
cng nhiu tnh thnh, nhiu khu vc cng to iu kin cho ngi tiu dng
d dng tip nhn mt tro lu tiu dng mi
- M rng mng li hot ng cn c hiu l vic a dng cc knh
hng ha cung cp, gip ngi tiu dng c nhiu la chn hn trong vic
mua sm
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

13

- Vic tng cng hp tc vi cc i l thuc ngnh cho tr gp cng l

mt trong nhng yu t gip gia tng mng li hot ng ca cng ty tr gp
I.4.4 Chin lc li sut v phn trm tr trc
Trn phng din l thuyt, chnh sch li sut v phn trm tr trc
ca Cng ty cung cp dch v tr gp c hnh thnh t qu trnh nghin
cu, phn tch, nh gi cc yu t lin quan n li sut sn phm cung cp,
t vic xem xt loi hnh th trng, mi trng cnh tranh, tnh trng cung
cu, mc ri ro cho n vic phn tch kh nng to ra sn phm ca
cng ty, mc chi ph, nh hng ca mc gi k hoch n quyt nh s
dng sn phm ca khch hng, mc li nhun k vng ca cng ty
Nhng yu t ny c hiu l s tn ti c tnh quy lut khch quan.
Mc tiu ca vic xc nh li sut v phn trm tr trc ny nhm thu
ht mt lng khch hng, thit lp duy tr mt mi quan hTuy nhin, li
sut dch v v phn trm tr trc khng phi l tt c trong vic la chn
cng ty tr gp ca khch hng, khi h cn nhc gia nhiu yu t khc nhau
nh th tc, thi gian xt duyt h s, t vn, chm sc khch hng
I.4.5 Hot ng chiu th
Mc tiu ca hot ng chiu th ca cng ty tr gp nhm to thay i
truyn thng tiu dng tr thng, hng n mt phng thc tiu dng hin
i trong tng lai, qung b cho sn phm dch v, cung cp thng tin, to
cho khch hng s tin cy, xy dng v cng c thng hiu
Phng tin Marketing l cng c truyn thng gip cng ty tin hnh
cc hot ng chiu th, truyn t thng ip Marketing n khch hng.
Vic chn la phng tin Marketing rt quan trng v n gip cng ty t
c hiu qu cao nht trn s tin u t, ngha l cng ty chn phng tin
Marketing n phn khc trin vng ca cng ty vi mt chi ph thp nht
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

14

I.4.6 Hot ng hu mi
y l hot ng kh quan trng trong vic gi chn khch hng quan
h lu di vi cng ty. Cc nh Marketing ca cng ty cung cp dch v tr
gp lo ngi khch hng ri vo trng thi nghi ngi v tnh ng n ca
quyt nh mua hng. Do dch v tr gp rt nhy cm, n cha nhiu ri ro
nn sau khi mua, khch hng thng c thin hng chm dt sm. iu ny
i hi cng ty cung cp dch v tr gp phi c mt chnh sch nht qun, r
rng vi nhiu u i v c bit l mt dch v chm sc khch hng tht tt
nhm khng nh dch v vi khch hng cng nh duy tr mi quan h cho
nhng sn phm khc sau ny.

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

15

CHNG II: THC TRNG DCH V TR GP TI VIT NAM

V DCH V TR GP TI CNG TY C PHN THNG MI
GIC M D DNG (EASY)
II.1 THC TRNG DCH V TR GP TI VIT NAM
II.1.1 S pht trin ca Dch v tr gp
II.1.1.1 Ti cc nc trn th gii
Nh phn gii thiu v lch s hnh thnh ca Dch v tr gp, thc cht
Dch v tr gp bt u xut hin t nhng nm 1850 ti Bc M vi hnh
thc tr gp u tin l mua my may tr gp, sau pht trin sang nhiu
mt hng khc nh cc mt hng in t: my git, my lnh, ti vi cc sn
phm trang tr ni tht, t thm ch l nh cng c mua bng hnh thc
tr gp. Dch v tr gp lan rng xung Nam M, ri Chu u, Chu
pht trin mnh m nhng nm sau v cho n ngy hm nay.
II.1.1.2 Ti cc nc trong khu vc
Ti cc nc trong khu vc, Dch v tr gp cng c du nhp t
Chu u qua t nhng nm 90 v pht trin mnh m ti cc nc Singapore,
Thi Lan, Indonesia, Malaysia vi nhiu hnh thc dch v khc nhau nh:
cho vay mua xe, Th tn dng, cho vay mua hng in my, cho vay tin
mt.
II.1.1.3 Ti Vit Nam
Ti th trng Vit Nam, Dch v tr gp cng bt u nhen nhm t
nhiu nm nay nhng ch ri rc vi ni, cha tr thnh mt loi hnh dch v
r rng, khng thu ht c s quan tm ca ngi tiu dng, do thi quen
tiu dng ca Vit Nam vn chung tr thng, ngi tr gp v cho rng li sut
tr gp s rt cao, ko di thi gian tr s c nhiu rc ri, th tc nhiu kh

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

16

Tuy nhin, tnh hnh ang bt u c nhng bin chuyn mi vi s xut

hin ca nhiu cng ty chuyn cho vay tr gp, Cng ty C Phn Thng
Mi Gic M D Dng (Easy) l mt in hnh c th, chuyn cho vay tr gp
mua xe gn my; Cng ty ti chnh Php Societe General, c chnh ph
Vit Nam ph chun chnh thc hot ng t thng 09/2007 tung ra cc
dch v tr gp cho cc mt hng nh: xe gn my, hng in t Cng ty
Prudential Finance, ngn hng Techcombank cng vo cuc vi cc sn
phm tng t. Tuy nhin, do tnh cht hon ton mi m ca hnh thc dch
v ny, cng thm quan nim li thi ca ngi dn, lun cho rng Tr gp
ch dnh cho ngi ngho, th tc nhiu kh ang t ra cho ngnh dch v
ny mt bi ton kh cn phi vt qua, lm sao ngi dn nhn nhn
c ht tin ch cng nh to nn mt nn tng vng chc cho s pht trin
mnh m v lu bn ca dch v ny?
lm c iu ny, mi mt Cng ty thuc lnh vc dch v tr gp
khi tham gia th trng Vit Nam cn c nhng chin lc Marketing thch
hp nh ng c tm l ngi tiu dng, to dng nim tin trong lng
th trng cho s khai thc v pht trin lu di ca loi hnh dch v mi ny.
II.1.2. L do Dch v tr gp cha pht trin mnh ti Vit Nam
II.1.2.1 Tng quan th trng ti chnh Vit Nam
Th trng ti chnh Vit Nam c chi phi bi h thng ngn hng
thng mi v ngn hng c phn, cc cng ty, t chc ti chnh, cc cng ty
chng khon, c qun l bi ngn hng nh nc ng u l Thng c
ngn hng, vi ni lu gi qu l Kho bc nh nc
Ngn hng nh nc l ni ban hnh cng nh kim tra vic thc thi cc
lut l, cc chnh sch php lut cho hot ng ca ngn hng, cng ty ti

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

17

chnh, cng ty chng khon nh: t l d tr bt buc, li sut c bn, giao

dch ngoi hi, phn trm dao ng trn th trng chng khon
Thnh phn ngn hng, cng ty ti chnh tham gia th trng ti chnh
Vit Nam c cc ngn hng thng mi c phn Vit Nam, ngn hng trc
thuc nh nc, ngn hng, t chc ti chnh nc ngoi. c bit, khi Vit
Nam k hip nh chnh thc gia nhp WTO, ngy cng c nhiu ngn hng,
t chc ti chnh nc ngoi gia nhp vo th trng Vit Nam vi nhng gi
sn phm v dch v a dng hn
Tuy nhin, do ch mi ginh c lp hn ba mi nm, th trng ti
chnh Vit Nam cng v vy cn rt non tr v cha hon thin, cn phi c
nhng chnh sch v cng c ti chnh h tr kp thi khi c bin ng xy ra
v m bo pht trin h thng ti chnh bn vng.
II.1.2.2 Nguyn nhn th trng tr gp cha pht trin mnh ti Vit
Nam
-

Nguyn nhn ch yu xut pht t thi quen tiu dng ca ngi dn,

cha tht s thy c nhng hp dn cng nh tin ch t dch v tr gp,

lun cho rng tr gp i hi nhiu th tc nhiu kh, iu kin kh khn
v cng chnh v vy lun c thi quen tiu dng tr thng mt ln
-

Do u hnh thnh nhng suy ngh nh vy? Cng chnh v trc

y, dch v tr gp tng nhen nhm c hnh thnh ti th trng Vit

Nam, nhng cc ngn hng, cng ty ti chnh, cc doanh nghip cung cp
dch v tr gp lun i hi rt nhiu th tc v chng nhn: mc lng, thu
nhp gia nh,V vy to ra suy ngh sai lch v dch v tr gp t ngi
dn
-

Mt khc, chnh ph Vit Nam cng cha c nhng chnh sch nhm

pht trin mnh m dch v tr gp ny, hin nay dch v tr gp nhen nhm
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

18

pht trin ch l do s bc pht ca th trng, do nhu cu tht s ca mt s

ng ngi tiu dng, ch cha c nhng chin lc pht trin r rng no
cho dch v tr gp t pha nh nc
II.1.3 ngha cho s pht trin Dch v tr gp
Dch v tr gp s d xut hin v pht trin mnh m ti cc nc v
nhng tin ch vt tri, cn phi c pht huy v duy tr do:
-

Dch v tr gp to ra nhiu phng thc thanh ton khc nhau, to s

thun tin cho ngi tiu dng trong vic thanh ton mua hng, ngi tiu
dng c nhiu s chn la hn, d dng mua c mn hng mnh ng . T
kch thch tiu dng, gip cho hng ha bn nhiu hn, nn kinh t cng
nh m pht trin hn
-

Ngi tiu dng khng cn ch i dnh n khi tin mi mua

mt hng cn thit, m c th mua bt c lc no vi s tin nh trong tay,

thm ch l khng cn khon tin no trc. Cuc sng ca ngi tiu dng
cng chnh v vy ngy cng tr nn sung tc, ci thin hn
-

Ngi tiu dng, nh vo dch v tr gp c th sm mn hng ha

mnh yu thch m vn cn tin dnh cho nhng k hoch chi tiu, kinh
doanh khc, gip cho cc k hoch kinh doanh d dng c thc thi hn.
-

Ngoi ngn hng, dch v tr gp cng l mt knh hu hiu tip cn

th trng v mt ti chnh, gip cho dch v ti chnh ngy cng a dng v

phong ph hn, ngun vn trn th trng cng t c lu thng v kim
sot tt hn
II.2 DCH V TR GP TI CNG TY C PHN THNG MI
GIC

M D DNG (EASY)

II.2.1 Gii thiu v Cng ty CPTM Gic M D Dng

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

19

Tc tng trng n nh v y lc quan ca nn kinh t Vit Nam

trong nhng nm gn y v ang gp phn nng cao cht lng cuc
sng ca ngi dn Vit. Trong bi cnh kinh t ngy cng pht trin , nhu
cu i li ca ngi dn, c bit l cc thnh ph ln, ngy cng nhiu v
cp thit. c bit trong tnh hnh h tng giao thng hin nay, xe gn my
vn l mt la chn ti u p ng nhu cu i li ca cc c nhn trong
sinh hot hng ngy. Tuy nhin s hu mt chic xe my mnh va yu
thch va p ng cho nhu cu hng ngy ny tht khng d dng
Nm bt c nhu cu v mong mun , Cng ty C phn Thng Mi
Gic M D Dng (gi tt l Easy) c thnh lp vo thng 09 nm 2006,
a ra th trng dch v h tr ti chnh cho khch hng vi hnh thc cho
vay tr gp mua xe gn my. Khch hng ch cn tr trc mt khon tin t
20% n 70% gi tr xe my v tr mt s tin c nh hng thng ty vo
thi hn vay ca khch hng. Bng phng thc ny, khch hng s d dng
s hu xe gn my mt cch nhanh chng, lm ch s hu xe gn my trong
10 15 pht, phc v nhu cu cp bch m vn cn ngn sch cho nhng
k hoch chi tiu thit yu khc.
Vi hn 600 nhn vin lm vic chuyn nghip, h thng i l rng
khp ca Cng ty Easy (cc Ca hng v cng ty kinh doanh xe gn my gm
tt c cc nhn hiu ni ting nh Yamaha, Honda, SYM, Suzuki,Kymco)
ti cc Tnh, Thnh nh: TP.HCM, Bin Ha, Cn Th, Vnh Long, Long An,
C Chi, Bnh Dng, Nha Trang, Cng ty Easy c nhn nhn l Cng ty
hng u trong lnh vc h tr ti chnh vi hnh thc cho vay mua xe my tr
gp hin nay.
Vi i ng nhn vin chuyn nghip bao gm i ng Nhn vin Kinh
Doanh lun c mt ti cc i l xe my t vn cc dch v tr gp, hng
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

20

dn th tc h s cho khch hng v Trung Tm T Vn Khch hng lun sn

sng h tr, gii p mi thc mc qua in thoi v cung cp gi dch v
Easy ph hp theo nhu cu tng c nhn.
Thi gian lm vic: 7h 19h, t Th 2 n Ch nht
II.2.2 Gii thiu v Dch v tr gp ti Cng ty CPTM Gic M D
Dng
Hin nay, Easy ch mi cung cp mt sn phm dch v tr gp duy nht,
l mua xe gn my tr gp
-

Dch v p dng cho tt c cc nhn hiu xe my hin c trn th

trng Vit Nam nh Yamaha, Honda, Suzuki, SYM, Kymco

-

Gi tr xe t 7.5 45 triu

Khch hng c th tr trc t 20% - 70%

Khch hng c th chn thi hn tr gp trong 9, 12, 15, 18, hoc 24

thng
-

H s vay ca khch hng s c gii quyt trong vng 10 -15 pht

(khng tnh ngy l) k t khi np y cc giy t lin quan hp l bao

gm Bn sao H khu, CMND khng cn cng chng (mang theo bn chnh
i chiu).
II.2.3 Phn tch mi trng bn ngoi
II.2.3.1 Bi cnh chung
II.2.3.1.1 Bi cnh quc t
Tnh hnh th gii ngy cng din bin phc tp, nh hng ton cu
ngy cng mnh m hn, theo din rng v su hn. Cc nn kinh t khu vc
ng , sau giai on khng hong ti chnh nm 1997, nay phc hi v
ang dn i vo n nh, y l im thun li thc y pht trin ngoi
thng v thu ht vn u t nc ngoi
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

21

Tuy nhin, tc ng ca din bin th trng tin t khu vc v th gii

i vi th trng tin t trong nc cng ngy cng cao: tc ng nhanh hn,
trc tip hn. Cc nhn t lm mt n nh kinh t ton cu vn cn tim n
nh s bin ng gi du la v cc loi nguyn vt liu sn xut khc, nn
khng b, thm ha Gn y nht, 6 thng u nm 2008, gi du la t
ngt tng ln hn 140 usd/ thng, gi gim mnh xung gn 15.000 vnd/
usd ri li tng ln gn 19.000 vnd/ usd, s bt n th trng ti chnh M
ko theo s bin i gi c mnh m ti cc nc, nhiu nc ng trc
nguy c lm pht tng thm ch mc lm pht tng n 2 triu phn trm nh
Zimbabwe buc cc nc phi c chnh sch cp bch kim ch lm pht, v
v vy tc tng trng kinh t cng phi c iu chnh gim li nhm
thc hin mc tiu trc mt l gim lm pht, n nh kinh t v m
II.2.3.1.2 Bi cnh trong nc
Vit Nam chnh thc tr thnh thnh vin T chc Thng mi Th Gii
(WTO) vo ngy 07/11/2006, l thnh vin th 150 ca WTO. Thng 3/2007,
Vit Nam bt u thc hin cc cam kt WTO. Giai on 2006 2010, l
giai on nn kinh t nc ta s hi nhp hn na vo kinh t khu vc v kinh
t th gii, tip tc thc hin cc cam kt theo l trnh AFTA v WTO.
Tc tng trng kinh t GDP ca Vit Nam bnh qun t 2001 n
2007 l 7.5%. Chnh ph ch trng duy tr kinh t tng trng cao trong giai
on 2006 2010, t 7.5% - 8% to ra nhng tin a Vit Nam c bn
tr thnh nc cng nghip pht trin vo nm 2020. Tuy nhin, do nh
hng tnh hnh kinh t th gii vo 6 thng u nm 2008, nhm u tin mc
tiu trc mt kim ch lm pht, chnh ph buc phi thay i mc tiu
tng trng kinh t nm 2008 xung 6.5% - 7%. Vi iu kin chnh tr - x
hi hin nay n nh, v l mi trng u t hp dn, ha hn s tng vt tr
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

22

li ca ch tiu tng trng kinh t, gip Vit Nam sm chuyn dch c cu

kinh t theo hng cng nghip ha hin i ha: thc y xut khu; v
cam kt thc hin cc mc tiu quc gia khc nh xa i, gim ngho, vic
lm.
Tuy nhin, song song vi vic pht trin kinh t, n nh v chnh tr
hin nay ca Vit Nam, nhiu vn nn cng ang lm au u cc gii chc
trch cng nh gy bc xc i vi ngi dn: vic pht trin c s h tng,
mng li giao thng, phng tin di chuyn khng ng b vi qu trnh
pht trin kinh t v hi nhp. Nn kt xe, ngp nc, bn u xe ti cc trung
tm ln, tai nn giao thng ti cc tuyn ng quc l do lu lng xe qu
ng v ng qu nhang hng ngy gy ra rt nhiu tn tht v ngi
v ti sn i hi Vit Nam phi sm c bin php gii quyt m bo pht
trin ng b mi lnh vc, theo kp tc pht trin kinh t, m bo mi
trng an sinh v pht trin bn vng cho nn kinh t Vit Nam cng nh i
sng ca ngi dn Vit.
II.2.3.1.3 D bo v Dch v tr gp ti Vit Nam
Nm 2008, cc t chc ti chnh quc t cng chnh thc gia nhp vo
th trng Vit Nam nh cam kt trong hip nh Thng mi Th gii WTO,
iu ny s gip th trng ti chnh ngy cng c m rng v cng c
mnh m hn, nhiu cng ngh v dch v mi trong lnh vc ti chnh cng
v vy c xm nhp v pht trin mnh hn ti th trng Vit Nam.
Xu hng dch v tr gp cng ngy cng c ngi tiu dng bit n
nhiu v chp nhn nh mt hnh thc tiu dng hin i Mua ngay nhng
vn cn tin dnh. Tuy nhin, y l mt dch v tng i mi, ch mi
c chp nhn v ng dng ti cc thnh ph ln, vic xm nhp v pht
trin dch v ny vo cc thnh ph nh, nhng ni xa xi cng s gp khng
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

23

t kh khn, do thi quen mua hng tr thng, khng thch mc n ca ngi

tiu dng Vit Nam. Cng chnh v vy, nu thay i c nhng suy ngh v
thi quen ny, y s l mt th trng y tim nng khai thc v pht
trin dch v tr gp.
II.2.3.2 Mi trng v m
II.2.3.2.1 Mi trng php lut
gia nhp WTO, Chnh ph phi ph chun mt Cng c quc t v
xy dng mi, sa i, b sung hn 20 lut, php lnh cho ph hp vi 16
Hip nh chnh ca WTO, v s pht trin ca chnh nn kinh t Vit Nam.
Mi trng php l cho hot ng cung cp cc dch v ti chnh
c hnh thnh v ang ngy cng hon thin. Lut NHNN, Lut cc TCTD,
cc TCTC c b sung v sa i c hiu lc t 1/8/2003 v 1/10/2004.
Chin lc pht trin dch v ti chnh giai on 2006-2010 gp phn hon
thin khun kh th ch v dch v ngn hng, dch v ti chnh.
Trong giai on 2006-2010, NHNN s tip tc xy dng, chnh sa v
b sung cc quy nh v cp php, t chc v hot ng ca cc TCTD,
TCTC ph hp vi cc cam kt v l trnh gia nhp WTO; hon thin cc quy
nh v qun l ngoi hi; ci cch h thng ti chnh tn dng ph hp vi
chun mc quc t. Lut gim st an ton h thng ngn hng, t chc ti
chnh cng ang c xc tin xy dng nhm to hnh lang php l ng b
cho hot ng ngn hng cng nh cc t chc ti chnh trong giai on mi.
Tuy nhin, n giai on hin nay, NHNN vn cha c b lut no chnh
thc quy nh v cc quy ch hng dn thc thi dch v tr gp i vi t
chc ti chnh trong v ngoi nc. iu ny ang gy ra kh nhiu kh khn
cho cc cng ty ti chnh trong lnh vc tr gp v vng phi li sut trn
nh p dng i vi ngn hng khi hu ht cc cng ty ti chnh trong lnh
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

24

vc cho vay tr gp u hot ng theo hnh thc vay u i t ngn hng,

sau nh vo nhng ngun vn ny tin hnh cho vay vi cc mt hng tr
gp. Vic p dng li sut trn cho cng ty ti chnh nh i vi ngn hng s
gy nhiu kh khn trong vic thanh ton c ht chi ph hot ng v li
nhun khng b chi ph.
Ngoi ra, hnh lang php l cho vic thu hi n, x l cc khon n xu
cng nh c nhn mc n trong lnh vc tr gp cng cha c ban hnh vi
cc hnh thc ch ti c th, gy ra rt nhiu kh khn cho cng ty ti chnh
trong vic thu hi n.
II.2.3.2.2 Mi trng t nhin:
TP.HCM, ni Easy ng tr s chnh v l th trng ch yu ca
Easy, c v tr a l thun li, a hnh thnh ph bng phng; l u mi
giao thng ln, ni lin vi cc tnh trong vng, l ca ng quc t ln nht c
nc.
Ton lnh th Vit Nam cng c iu kin thin nhin kh tt gip
Easy c th m rng v pht trin lu di vi 64 tnh thnh t Nam ra Bc
II.2.3.2.3 Mi trng vn ha, x hi
TP.HCM l vng t tr thnh lp cch y 300 nm. Vn ha thnh ph
ch yu vn c xem l mt nn vn ha th, nh hng m nt phng
ty cn hin i nhng khng tch ri nn vn ha truyn thng Vit. L
trung tm ln v kinh t, vn ha, khoa hc cng ngh, dch v ca c nc
vi din tch l 2.098,7 km2.(6) Tnh n cui nm 2007, tng dn s trn a
bn chim khong 7.45% dn s (khong 6.347.000 ngi) c nc, vi mt
dn s l 3.024 ngi/km2.(7)
(6, (7): Website: www.gso.gov.vn Tng Cc thng k

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

25

Thnh ph c th mnh v gio dc o to, khoa hc k thut, lao

ng c tay ngh n t nhiu vng, nhiu khu vc khc nhau trn c nc.
y l nhng yu t thun li pht trin cc ngnh kinh t k thut cao,
dch v hin i v pht trin kinh t.
II.2.3.2.4 Mi trng kinh t
TP.HCM c nh gi l mt Trung tm kinh t Ti chnh Thng
mi ln ca vng kinh t trng im thuc cm ng lc pha Nam v ca c
nc vi cc ch s sau:
-

Mc tng trng GDP bnh qun giai on 2001-2005 trn 10%

nm
(8)

Mc tng trng GDP 6 thng u nm 2008 tng 6.7%

Tnh t u nm 2008 n ngy 15/05/2008, TP. HCM c tng vn u t

nc ngoi (FDI) ng k t 1.986 t USD vi 153 d n.

-

Trong c: 43 d n lin doanh, vn ng k 1,003 t USD (chim

50,5%); 110 d n 100% vn nc ngoi, vn ng k 982,8 triu USD

(49,5%). Ngnh kinh doanh u t bt ng sn v dch v t vn c 66 d
n, tng vn 1,933 t USD, chim 97,3% tng vn.ng thi, c 39 d n
iu chnh tng vn thm 95,2 triu USD. Cc con s trn nng tng vn
FDI vo Tp.HCM t u nm tnh n ngy 15/5/08 t hn 2 t USD
-

So vi cng thi im ny nm trc ch c 263,2 triu USD

(8): Website: www.dantri.com.vn

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

26

II.2.3.2.5 Mi trng cng ngh

H tng cng ngh v vin thng quc gia cn nhiu bt cp, phn tn,
nh l v thiu ng b do khng th h tr cho qu trnh pht trin,
nng cao cht lng dch v ti chnh. C s h tng ca ngn hng, cc t
chc ti chnh cng khng ng b, nn khng kt ni c m hnh thanh
ton quc gia. Vn bo mt thng tin cng cha p ng c yu cu,
nguy c ri ro vn cn tim n vi khch hng v cc ngn hng, t chc ti
chnh.
II.2.3.3 Mi trng vi m
II.2.3.3.1 nh hng mc tiu hot ng ca Easy n nm 2012
nh hng mc tiu hot ng ca Easy n nm 2012 c nh r
c th nh sau:
- V th phn hot ng: c mt ti hu ht cc tnh thnh t bc vo nam,
chim lnh t nht 50% th phn ti cc thnh ph ln: H Ni, Nng, Nha
Trang, ng Nai, H Ch Minh, Long An, Cn Th, An Giang
- V sn phm dch v cung cp: tip tc pht huy v m rng sn phm
dch v: hin nay Easy ch tung ra sn phm tr gp mua xe gn my, k
hoch n nm 2012 s c thm nhng sn phm: tr gp mua hng in t,
in lnh, cho vay tin mt. Vi phng thc tr trc v thi gian a dng
hn: hin nay ch dng li mc tr trc 20% vi thi gian tr gp ti a 24
thng nhng n nm 2012, mc tr trc s l 0%, thi gian vay ln n 36
thng, 48 thng.
- V c s h tng, trang thit b: hu ht cc tnh thnh u c cc chi
nhnh, vi trang thit b hin i phc v cho nhu cu v gii p thc mc
dch v, thanh ton ph mi thng cc ca hng hp tc s ton b c
trang b y mi thit b p ng k hoch thc hin mua hng v duyt h
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

27

s ngay ti ca hng trong vng 10 pht m khng cn chuyn h s v hi

s hoc chi nhnh v ch i lu.
- V nhn s: hon thin v nng cao tay ngh i ng nhn vin, o to
nhn vin tr thnh nhng nhn vin chuyn nghip, am hiu v p ng
c nhu cu khch hng, kh nng lm vic chuyn nghip, gii quyt vn
nhanh chng. c bit, nng cao tay ngh v k nng cho i ng Nhn
vin bn hng,in thoi vin, dch v khch hng, ph duyt hp ng, IT
i ng qun l cng s chuyn nghip, sc xo v nhy bn vi th trng
hn nhm nm bt c nhng c hi, li th cnh tranh, dn dt nhn vin i
theo ng hng v mc tiu ra.
- V li nhun: tc tng trng t 30%/ nm, vn iu l v vn lu
ng tng 100% n nm 2012.
- V thng hiu trn th trng: phn khc th trng, tng cng mnh
vic xut hin thng hiu trn cc knh thng tin nhm chuyn ti nhng
tin ch ca sn phm dch v n i tng khch hng mc tiu. Hng
khch hng n hnh thc tiu dng hin i, l tiu dng tr gp, vt qua
nhng thi quen tiu dng c, gip khch hng t ln c k hoch ti chnh
v c c cuc sng y hn vi mt s tin rt nh. T to cch nhn
mi, rt thin cm v y tin ch v thng hiu Easy vi nhng sn phm
dch v tr gp.
II.2.3.3.2 i th cnh tranh
Tnh n thng 06/ 2008, th trng dch v tr gp ti Vit Nam c cc
cng ty chnh sau: Easy, Societte General, Prudential Finance, Techcombank
l i th cnh tranh trc tip ca Easy. Vi th phn hot ng nh sau:

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

28

BNG 2.1: S LNG CA HNG HP TC CA CC CNG

TY TI CHNH HIN NAY
Societte
General

Cng ty

Easy

a bn hot ng

HCM, ng
Nai, Cn Th,
Bnh Dng,
Long An, Vnh
Long, C Chi,
Nha Trang

S lng ca
hng xe gn my
hp tc
S lng ca
hng in t in
lnh hp tc

357

S lng ca
hng trang tr ni
tht hp tc

HCM, H Ni,
ng Nai,
Bnh Dng,
Long An

Techcombank
HCM, H Ni,
Nng, Hi
Phng, Long
An, Bnh
Dng, Hi
Dng

HCM

99

10

162

25

10

268

15

S lng ca
hng vt liu xy
dng hp tc
Tng

Prudential
Finance

50

8
357

147

20

480

(Ngun: Bo co nghin cu th trng, kt qu hot ng kinh doanh cng

ty Easy thng 06/2008)

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

29

BNG 2.2: KHU VC C CC CA HNG HP TC CA CC CTY

TI CHNH HIN NAY

(Ngun: Bo co nghin cu th trng, kt qu hot ng kinh doanh cng

ty Easy thng 06/2008)

S lc cc i th cnh tranh:(9)
Cng ty ti chnh Vit Societe Generale: trc thuc Tp on Societe

Generale Tn dng Tiu dng n t Php (SGCF) nhn c s ng

ca Ngn hng Nh nc Vit Nam cho php m Cng ty Ti Chnh Vit SG
(Societ Seneral Viet Finance Co., Ltd), mt cng ty con chuyn cung cp tn
dng tiu dng ti Vit Nam vo ngy 11/05/2007 vi vn iu l ban u l
20 triu USD
(9) Website: www.sbv.gov.vn Ngn hng Nh nc Vit Nam

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

30

Cng ty ti chnh Vit SG c php hot ng trn ton b lnh th

Vit Nam vi cc loi hnh kinh doanh: pht hnh k phiu, tri phiu, chng
ch tin gi v cc loi giy t c gi khc huy ng vn ca cc t chc,
c nhn trong v ngoi nc theo quy nh ca php lut hin hnh; Vay vn
ca cc t chc ti chnh, t chc tn dng trong v ngoi nc; Cp tn dng
tiu dng di hnh thc cho vay mua tr gp, pht hnh th tn dng v cho
vay bng tin; cung ng cc dch v t vn v ti chnh, ngn hng, tin t,
u t v tiu dng cho khch hng; Thc hin cc nghip v bo lnh theo
quy nh ca Ngn hng Nh nc
Cng ty ti chnh Vit SG chnh thc hot ng ti th trng Vit
Nam t Qu 4/2007 vi nhng loi hnh kinh doanh c p dng u tin l
cho vay mua xe tr gp, mua hng in t, hng trang tr ni tht, vt liu xy
dng tr gp.
- Cng ty ti chnh Prudential Vit Nam: trc thuc Tp on Prudential
n t Anh, c Ngn hng Nh nc Vit Nam cp giy php thnh lp
vo ngy 10/10/2007 vi vn iu l ban u l 7,5 triu USD. Cng ty ti
chnh Prudential Vit Nam c hnh thc kinh doanh hon ton ging Cng ty
ti chnh Vit SG v cng chnh thc i vo hot ng ti th trng Vit
Nam t Qu 4/2007 vi loi hnh kinh doanh ang p dng hin nay l: cho
vay tin mt tr gp, cho vay mua xe gn my v hng in my tr gp
-

Ngn hng c phn Techcombank: c thnh lp vo ngy

27/09/1993 vi vn iu l ban u l 20 t ng, n ngy 24/11/2006 vn

iu l ca Techcombank ln n 1.500 t ng. Ngn hng Techcombank
hot ng ch yu trong lnh vc ngn hng, t cui nm 2007, Techcombank
bt u xm nhp vo lnh vc cho vay tr gp vi cc hnh thc: cho vay

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

31

mua xe tr gp, cho vay mua hng in t, in my v trang tr ni tht tr

gp.
II.2.4 Phn tch, nh gi sc cnh tranh ca EASY
II.2.4.1 V th phn hot ng
Cng ty Easy c thnh lp vo thng 09/2006, n nay c mt ti
cc tnh, Tp: H Ch Minh, Bin Ha, Cn Th, Vnh Long, Long An, Bnh
Dng, C Chi, Nha Trang vi s lng ca hng xe gn my hp tc l 357
ca hng (tnh n thng 06/2008)
BIU 2.1: TH PHN CNG TY EASY TRONG LNH VC XE
GN MY TR GP
Cng ty
Easy

S lng ca
hng hp tc
357

Societe
Generale
Prudential
Finance
Techcombank
Tng

99
10
162
628

(Ngun: Bo co nghin cu th trng cng ty Easy 06/2008)

Ta c th thy hin nay trong lnh vc tr gp xe gn my, ph ca
Easy l cao nht vi tng s 357 ca hng, chim t l 57%
Ngn hng Techcombank s lng ca hng hp tc l 162 ca hng,
chim t l 26%, tuy nhin, a s cc ca hng ny u l ca hng xe c gi

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

32

tr kh cao, khng ng nhiu vi cc ca hng hp tc vi Easy c gi tr xe

thp hn.
II.2.4.2 Nng lc ti chnh
Vn iu l ban u khi thnh lp: 960 triu ng
Tnh hnh hot ng ti chnh ca Easy t khi thnh lp n nay c th hin
qua bng nh gi sau:
BNG 2.3: TNH HNH HOT NG TI CHNH CA EASY T KHI
THNH LP N NAY
M t

Nm 2006

6 thng u nm
2008

Nm 2007

Thng tin hp ng
S hp ng trung bnh/ tun
Tng s hp ng
S tin cho vay trung bnh/
hp ng (vnd)
S thng cho vay trung bnh/
hp ng
Phn trm tr trc trung
bnh
Doanh thu

80

72

4,134

11,500,000

11,500,000

15

15

60%

60%

368,571,212

21,162,130,428

206
5,346
11,500,000
15
60%
27,364,364,881

Chi ph
Li vay (14%)

144,900,000

8,319,675,000

Chi ph ri ro (2%)

16,560,000

950,820,000

Hoa hng i l (1.5%)

12,420,000

713,115,000

57,600,000

3,307,200,000

Ph qun l (800.000 vnd/

hp ng)
Li nhun (vnd)
Li nhun trc CT
Marketing

137,091,212

Chi ph Marketing

500,000,000

Li nhun sau CT
Marketing

137,091,212

7,371,320,428

Gi tr tng thm

137,091,212

6,773,590,414

GVHD: TS L Tn Bu

7,871,320,428

10,758,020,000
1,229,488,000
922,116,000
4,276,480,000

10,178,260,881
1,000,000,000
9,178,260,881
5,193,394,118

SVTH: V Th Thy Dng

33

Thu TNDN (28%)

38,385,539

1,896,605,316

Li nhun sau thu

98,705,673

4,876,985,098

Li nhun sau thu/ thng

32,901,891

406,415,425

1,454,150,353
3,739,243,765
623,207,294

(Ngun: Bo co s b kt qu hot ng kinh doanh 6 thng u nm 2008

Cty Easy)
T bng nh gi trn ta c th thy, nhn chung, khi lng khch hng
s dng dch v mua hng tr gp ca Easy ngy cng tng, c th s lng
hp ng tng gp nhiu ln sau mi nm, tng li nhun sau thu cng nh
tng vt tri, tuy nhin v vn ban u cn rt hn ch nn chi ph vn
vay v li vay kh cao, chi ph ny cn c gim thiu ti a ha li
nhun khi ngun vn mnh.
Ngoi ra, s lng hp ng cng tng cao cng ng ngha vi chi ph
ri ro ngy cng tng, tnh n thi im hin nay, theo kt qu nh gi t
Phng phn tch ri ro, chi ph ri ro trung bnh ang gi n nh khong 2%.
Tuy nhin, chi ph ny s d dng tng cao nu Easy khng c cc bin php
qun l ri ro v thu hi n mnh.
Yu t gip cho ri ro c gi n nh l nh sn phm cho vay tr
gp hin nay l xe gn my, cng ty vn gi li c vt chnh, ch gi khch
hng c vt photo trong sut thi gian vay. Nhng nu cng ty tung ra cc sn
phm khc (in my, tin mt), ri ro s d dng tng cao hn. V vy,
Easy cn phi lun c nhng bin php va cng rn va mm do cng nh
k nng qun l ri ro, thu hi n tt gim thiu ri ro n mc thp
nht.
II.2.4.3 Sn phm cung cp
Hin ti Easy ch ang cung cp mt sn phm l: dch v ti chnh
cho vay tr gp mua xe gn my, vi chi tit sn phm dch v nh sau:
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

34

Ngi mua xe khng cn chng minh thu nhp, ch cn h khu ti

nhng ni c ca hng hp tc vi Easy v chng minh nhn dn photo

khng cn cng chng
-

p dng cho cc loi xe c gi tr t 7.5 triu n 45 triu ng

p dng cho tui t 20 n 55 tui

Ngi mua c th chn la mt trong cc hnh thc tr trc: 20%,

30%, 40%, 50%, 60%, 70% v gp phn cn li trong vng 9, 12, 15, 18, 24
thng
HNH 2.1: S QUI TRNH CUNG CP SN PHM

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

35

Theo s trn, mua xe tr gp, khch hng thc hin theo cc bc sau:
-

Bc 1: tip cn khch hng

Khch hng n ca hng xe gn my, ni c hp tc vi Easy, nhn vin t

vn ca Easy s tip cn vi khch hng, cung cp thng tin dch v
-

Bc 2: nhp d liu v ph duyt h s

Nu l ca hng kt ni trc tuyn vi h thng, khch hng sau
khi chn c xe ng s c nhn vin t vn nhp thng tin
vo my ngay ti ca hng. Khch hng i trong 10 pht, nu
h s khng c duyt nhn vin t vn gi tr li h s v cc
giy t lin quan cho khch hng, ngc li, nu h s c
duyt, khch hng k vo hp ng ng mua xe tr gp vi
thi hn c khch hng chn la, thanh ton khon tin tr
trc v nhn xe ra v
Nu l ca hng khng c kt ni trc tuyn vi h thng, khch
hng sau khi chn c xe ng cng s gp nhn vin t vn.
Nhn vin t vn in thng tin v chuyn h s v Hi s hoc
Chi nhnh gn nht, b phn Contract s thm nh v duyt hp
ng trong 24 gi. Sau 24 gi, nu h s khng c duyt nhn
vin t vn gi tr li h s v cc giy t lin quan cho khch
hng, ngc li, nu h s c duyt, khch hng s c mi
n ca hng k vo hp ng ng mua xe tr gp vi thi
hn c khch hng chn la, thanh ton khon tin tr trc
v nhn xe ra v

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

36

II.2.4.4 C cu t chc Ngun nhn lc

Tnh n cui thng 06/2008, s lng nhn vin ca Easy ln n 667
nhn vin lm vic ti 7 phng ban chnh, 16 phng ban trc thuc v 9 tnh
theo c cu t chc sau:
HNH 2.2: S T CHC CNG TY EASY

II.2.4.5 Khch hng

Tnh n cui thng 06/2008, s lng Khch hng bao gm khch hng c
hon tt vic tr gp v khch hng vn ang thc hin tr gp ln n
9.560 khch hng, c th nh sau:

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

37

BNG 2.4: S LNG KHCH HNG NM 2006

Nm
2006

10/2006 11/2006 12/2006

Trung
bnh/
thng

Tng

Trung
bnh/
tun

Tng s
9
21
44
hp ng
74
25
(Ngun: bo co hot ng kinh doanh cng ty Easy nm 2006)

BNG 2.5: S LNG KHCH HNG NM 2007

Nm
2007
Tng
s
hp
ng
TP.H
CM

Tng

Tru
ng
bn
h/
th
ng

Tru
ng
bn
h/
tu
n

1,035

4,138

345

80

693

811

3,580

298

69

107

149

473

39

11

75

85

01
/
20
07

02/
200
7

03/
200
7

04/
20
07

05/
20
07

06/
20
07

07/
20
07

08/
20
07

09/
20
07

10/
20
07

11/
20
07

12/
2007

70

52

74

94

161

218

262

302

478

581

811

70

52

74

94

161

216

220

257

417

516

43

46

61

65

ng
Nai
Cn
Th

(Ngun: bo co hot ng kinh doanh cng ty Easy nm 2007)

BNG 2.6: S LNG KHCH HNG 6 THNG U NM 2008
Nm
2008

01/2008

02/2008

03/2008

04/2008

05/2008

06/2008

Tng
s hp
ng

786

469

822

971

1,087

1,213

HCM

596

355

633

648

629

633

119

79

125

163

171

173

71

35

62

84

94

104

14

14

19

53

70

62

ng
Nai
Cn
Th
Vnh
Long
Bnh
Dng

GVHD: TS L Tn Bu

Tng

Trung
bnh/
thng

Trung
bnh/
tun

5,348

891

206

3,494

582

134

829

138

32

451

75

17

49

184

31

SVTH: V Th Thy Dng

38

Long
An
Nha
Trang

10

55

134

53

88

200

33

141

23

(Ngun: bo co hot ng kinh doanh cng ty Easy nm 2008)

T l khch hng ti cc thnh ph cng nh lng tng trng khch hng
th hin r nh biu di dy:
BIU 2.2: T L HP NG

BIU 2.3: T L HP NG

TI CC THNH PH NM 2006

TI CC THNH PH NM 2007

BIU 2.4: T L HP NG

BIU 2.5: BIU TNG

TI CC THNH PH 6 THNG

GIM LNG HP NG MI

THNG U NM 2008

THNG THEO TNG TP

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

39

Theo :
-

Lng hp ng trung bnh t nm 2006 (28/09/2006 31/12/2006) l

25 hp ng/ thng
-

Lng hp ng trung bnh t nm 2007 (01/01/2007 31/12/2007) l

345 hp ng/ thng

-

Lng hp ng trung bnh t nm 2008 tnh n thi im cui

thng 06/2008 (01/01/2008 30/06/2008) l 891 hp ng/ thng

Lng hp ng tng ln mnh m mi thng l nh vo cc yu t:
-

nh hng t vic m rng i l hp tc ti cc tnh thnh gip cho

dch v d dng n gn ngi tiu dng hn

-

nh hng t vic xy dng h thng thng theo phn trm kinh

doanh cho nhn vin kinh doanh, iu ny thc y nhn vin kinh doanh
lm vic nhit huyt hn, t vn khch hng tt hn, v nh vy lng khch
hng tng ln ngy mt cao
-

nh hng t vic xy dng h thng phn chia li nhun cho cc i

l hp tc, gip nhn c s h tr t cc i l cho vic gia tng hp ng

tr gp k kt vi khch hng
-

nh hng t cc chng trnh, chin lc Marketing, khng ngng

nh vo tm l v th hiu ca khch hng, gip khch hng dn dn quen v

a chung hnh thc tr gp hn, chuyn t tr thng sang tr gp
II.2.4.6 Hot ng Marketing v hiu qu
Hot ng Marketing ti cng ty Easy c bt u t thng 05/2007,
n nay gt hi c nhiu thnh cng v h tr rt nhiu cho vic tng
doanh s bn hng, c biu hin c th trong cc bng tnh sau y:

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

40

BNG 2.7: HOT NG MARKETING V HIU QU NM 2007

Thi gian
Tng s hp
ng

10/
200604/
2007

nh hng do tng thm s lng ca hng

S lng hp ng
tng thm

Chng
trnh
Marketing

GVHD:

S hp ng
trung bnh t
10/ 2006 04/ 2007
S lng
hp ng
tng thm
mi thng
T l hp
ng tng
thm mi
thng (%)
S lng
ca hng
tnh n
thng
04/2008
S lng
ca hng
mi thng
S lng
ca hng
tng thm
mi thng
T l ca
hng tng
thm mi
thng (%)

05/
2007

06/
2007

07/
2007

08/
2007

09/
2007

161
218
Chng
trnh 1 nm
2007:
_ Qung co
bo
_ Pht t ri
_ Bng rn
mi ti ca
hng

262

302
478
Chng
trnh 2 nm
2007:
_ Chng
trnh Vui
cng bn b
_ Chng
trnh chm
sc khch
hng
_ Qung co
bo

10/
2007

11/
2007

12/
2007

581
811
Chng
trnh 3 nm
2007:
_ Tung
Website
_ Cc bi vit
trn cc t
bo hng u
_ Chng
trnh khuyn
mi tng nn
bo him

1,035
CT 4
nm
2007:
_
Qun
g co
bo
_ Cc
bi
vit
trn
bo

52

109

57

44

40

176

103

230

224

210

35

20

15

58

22

40

28

73

89

97

127

139

145

159

175

15

16

30

12

14

16

25.86

21.92

8.99

30.93

9.45

4.32

9.66

10.06

5.17

4.38

1.80

6.19

1.89

0.86

1.93

2.01

58

nh hng
20%
ca vic tng
thm ca
hng n
vic tng s
hp Bu
TSlng
L Tn
ng (20%/

SVTH: V Th Thy Dng

41

nh hng t hoa hng cho

nhn vin kinh doanh

nh hng t hoa hng

cho i l

t l tng)
T l hp
ng tng
thm loi tr
yu t do s
lng ca
hng tng
(%)
T l nh
hng nh
vo t l hoa
hng cho i
l nhm kch
thch h tr
(20%)
T l hp
ng tng
thm sau khi
loi tr thm
yu t hoa
hng cho i
l (%)
T l nh
hng nh
vo t l hoa
hng cho
nhn vin
kinh doanh
(20%)
T l hp
ng tng
thm sau khi
loi tr thm
yu t hoa
hng cho
nhn vin
kinh doanh
(%)
Hiu qu t
chng
trnh
Marketing
(%)

20%

20%

204.4
4

31.02

18.39

9.08

56.39

20.68

37.66

25.61

40.89

6.20

3.68

1.82

11.28

4.14

7.53

5.12

163.5
5

24.82

14.71

7.27

45.11

16.55

30.12

20.49

32.71

4.96

2.94

1.45

9.02

3.31

6.02

4.10

130.8
4

19.85

11.77

5.81

36.09

13.24

24.10

16.39

75.35

20.95

18.67

16.39

(Ngun: Bo co nh gi hiu qu hot ng Marketing nm 2007 cng ty

Easy)

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

42

Ch thch:
Hiu qu hot ng marketing = tng hiu qu hot ng kinh doanh
(o bng lng hp ng tng thm)
- nh hng do m rng thm ca hng
- nh hng do hoa hng cho i l
- nh hng do hoa hng cho nhn
vin kinh doanh
Nhn chung, hot ng Marketing nm 2007 kh hiu qu, t l cao nht t
75.35% vi cc chng trnh Marketing thng 5 v 6,t l thp nht vi cc
chng trnh Marketing thng 12.
BNG 2.8: HOT NG MARKETING V HIU QU 6 THNG U
NM 2008
Thi gian
Tng s hp ng

Chng trnh
Marketing

GVHD: TS L Tn Bu

10/
200604/
2007

12/
2007

01/
2008

02/
2008

03
/2008

04/
2008

1,035

786

469

Ch
ng
trnh
4
nm
2007:
_
Qun
g co
bo
_ Cc
bi
vit
trn
bo

Ch
ng
trnh
1
nm
2008
_ p
dng
ch
tr
trc
20%
_
Ch
ng
trnh
'Vn
g
quay
may
mn'
+
Tha
m gia

822
971
Chng
trnh 2 nm
2008:
_ tng balo
_ Qung co
bo
_ Trao tng
hc bng cho
Sinh vin
_ p dng tr
trc 15%
_ Cc chng
trnh khuyn
mi cho tng
h thng ca
hng

05/
2008

06/
2008

1,087 1,213
Chng trnh
3 nm 2008:
_ Khuyn mi
tng Ti du
lch
_ Qung co
bo
_ Gii thiu
dch v ti cc
khu cng
nghip

SVTH: V Th Thy Dng

43

hi
ch

nh hng t hoa
nh hng t
nh hng do tng thm s lng ca
hng cho nhn vin hoa hng cho i
hng
kinh doanh
l

S
lng
hp
ng
tng
thm

S hp ng trung
bnh t 10/2006 04/2007
S lng hp ng
tng thm mi thng

52

T l hp ng tng
thm mi thng (%)
S lng ca hng tnh
n thng 04/2008
S lng ca hng mi
thng
S lng ca hng
tng thm mi thng
T l ca hng tng
thm mi thng (%)
nh hng ca vic
tng thm ca hng
n vic tng s lng
hp ng (20%/ t l
tng)
T l hp ng tng
thm loi tr yu t do
s lng ca hng tng
(%)
T l nh hng nh
vo t l hoa hng cho
i l nhm kch thch
h tr (20%)
T l hp ng tng
thm sau khi loi tr
thm yu t hoa hng
cho i l (%)
T l nh hng nh
vo t l hoa hng cho
nhn vin kinh doanh
(20%)
T l hp ng tng
thm sau khi loi tr
thm yu t hoa hng
cho nhn vin kinh
doanh (%)
Hiu qu t chng
trnh Marketing (%)

224

249

317

353

149

116

126

28

24

40

75

18

12

12

175

190

203

235

286

337

357

16

15

13

32

51

51

20

10.06

8.57

6.84

15.76

21.70

17.83

5.93

2.01

1.71

1.37

3.15

4.34

3.57

1.19

25.61

25.77

41.70

72.11

13.79

8.38

10.40

5.12

5.15

8.34

14.42

2.76

1.68

2.08

20.49

20.62

33.36

57.69

11.03

6.70

8.32

4.10

4.12

6.67

11.54

2.21

1.34

1.66

16.39

16.49

26.69

46.15

8.82

5.36

6.66

16.39

16.49

58

20%

20%

20%

27.49

6.01

(Ngun: Bo co nh gi hiu qu hot ng marketing 6 thng u nm 2008 cng ty Easy)

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

44

Nm 2008 chng kin nhiu ln ln xung ng k s lng hp ng

vi hiu qu Marketing t cao nht trong cc thng 03 v 04 vi t l
27.49%
Thng 01 v 02 t l nh hng mang du m, v thng ny l thng l
Tt truyn thng, doanh s bn hng gim ng k do nhng ngy ngh l, tuy
chng trnh Marketing chy kh mnh vo nhng ngy cui nm nhng vn
khng b li c s lng hp ng mt i do nhng ngy ng ca ngh l.
Tuy nhin, sau giai on ny l giai on phc hi mnh m vi s lng hp
ng tng cng nh nh hng ca Marketing gip tng lng hp ng n
27.49%
Sau , do th trng i vo ma tiu th thp, sc mua v nhu cu
khng cao, t l nh hng chng trnh Marketing ch cn 6.01%
Nhn chung, chng trnh Marketing c a ra v vn hnh bi cng
ty Easy, c bit l b phn Marketing to nn nhng hiu qu ng k, h
tr rt tt vic tng doanh s bn hng. Tuy nhin, cng cn c nhng mt
cn nng cao thm m bo pht trin tt v bn vng hn, nh kt qu
kho st v ni dung chnh c a ra t lun vn ny.
II.2.5 Phn tch ma trn SWOT
II.2.5.1 im mnh
-

Easy l mt trong nhng cng ty u tin trn th trng Vit Nam

cung cp dch v tr gp mt cch c h thng v kh chuyn nghip, iu

ny to th mnh nhm vn ln thnh cnh chim u n v nm gi phn
ln th phn trong ngnh dch v tr gp.
-

Easy vi cc sn phm tin ch, i ng nhn vin nhit huyt, c cu

t chc vng vng s d dng pht trin v chim lnh th trng trong thi
gian sp ti.
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

45

Tnh n thng 06/2008, Easy t c lng khch hng ng k

(9.560 khch hng), y l mt li th nhm tip tc cho mi nhng khch

hng ny cho nhng sn phm dch v mi sau ny.
-

Trong vng cha ti 2 nm hot ng, Easy m rng th phn t

Thnh ph H Ch Minh n cc tnh min Ty, ng Nam B, chun b sp

ti l min Trung v min Bc, to tin vng mnh cho vic thm nhp,
khai thc khch hng v to dng thng hiu trn khp mi min t nc.
-

Hot ng Marketing kh tt vi cc chin lc khuyn mi, qung b

thng hiu mnh m t thng 05/2007 ang tng ngy gy c ch v

thin cm ni ngi tiu dng cho mt hnh thc sn phm dch v ti chnh
mi vi nhng tin ch vt tri.
II.2.5.2 im yu
-

Hn ch v vn iu l ban u khng ln, iu ny khin Easy phi

lun hot ng tht hiu qu, quay ng vn tht nhanh kp thi pht trin,
khai thc thm th trng v khch hng. ng thi phi pht huy mnh c
cc knh thu ht vn: vay ngn hng, vay cc t chc ti chnh tn dng
c th bm st c k hoch pht trin ca cng ty.
-

Sn phm cung cp cha a dng, hin nay ch mi pht trin duy nht

mt sn phm tr gp mua xe gn my trong khi cc i th khc cung cp

t nht 2 loi hnh sn phm. Nu Easy khng kp thi cho pht trin sn phm
dch v mi s kh c kh nng tip cn khch hng do s hn hp trong la
chn sn phm i vi ngi tiu dng
-

Nng lc qun l cn nhiu hn ch, nht l trong b phn iu hnh v

cc dch v khch hng, cha tht s cht ch vi cht lng tt nhm cung
cp cho khch hng mt s chuyn nghip v tin yu.

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

46

i ng nhn vin i a s cn rt non tr, thiu kinh nghim, cn

phi c o to v trao di thm nhiu kinh nghim hn na cho nhng

bc pht trin cao v xa hn sau ny.
-

V cng ty tng i mi, ch mi c thnh lp khong 2 nm, nn

cc chnh sch v quyn li nhn vin vn cha c r rng v tht s hp

dn, dn n vic chy mu cht xm, i hi cng ty phi nhanh chng trin
khai cc chnh sch v lng, thng, quyn li nhm gi chn nhn ti v
i ng nhn vin lnh ngh cho nhng k hoch pht trin mnh m sau ny.
II.2.5.3 C hi
-

Hin nay dch v tr gp l dch v tng i mi vi ngi dn Vit

Nam, Easy vi cc sn phm tr gp chuyn nghip, ang mang li cho khch

hng mt s la chn mi trong tiu dng, s d dng khai thc c ht cc
tim lc khch hng, c bit khi dn s Vit Nam ln n 86 triu v lng
khch hng hin ti ang s dng dch v tr gp ch l mt con s rt nh v
cn l t.
-

Th trng Vit Nam cho dch v tr gp vn cha c khai thc, ch

mi pht trin nh l ti mt s tnh thnh trong tng s 64 tnh thnh, ng

mt c hi xm nhp v pht trin th trng rt ln.
-

Tnh n thi im hin ti, mc sng ca i a s ngi dn Vit vn

cha cao (GDP u ngi tnh n thng 06/2008 t khong 800

usd/nm/ngi) l i tng khch hng cung cp cc sn phm dch v
ti chnh di cc hnh thc tr gp nhm c c cuc sng tin nghi, thoi
mi khi ch c mt s tin nh trong tay.
-

D bo kinh t Vit Nam s pht trin mnh m trong nhng nm sp

ti cng vi tin trnh gia nhp WTO, i sng ngi dn c nng cao
cng nhng kin thc v k hoch tiu dng mi, kh nng tiu th sn phm
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

47

v s dng cc dch v ti chnh mi cng chnh v vy cng s c nng

cao.
II.2.5.4 e da
-

Do thi quen tiu dng ca ngi dn Vit vn a chung hnh thc tr

thng v ngi mc n, li sut cao, th tc nhiu kh nn rt kh cc dch

v tr gp c th d dng ly c s tin dng ca ngi tiu dng. thay
i c iu ny, cc cng ty chuyn v dch v tr gp ni chung v Easy
ni ring, phi khng ngng c nhng chin dch nhm thay i quan nim
ca ngi tiu dng, tng bc hng ngi dng n mt hnh thc tiu
dng hin i hon ton mi m c th c cuc sng tin nghi ngay hm
nay m vn cn tin dnh. iu ny khng th thay i mt sm mt chiu
v thi quen tiu dng tr thng n su vo vn ha tiu dng, i hi cc
cng ty cung cp dch v tr gp phi n lc rt nhiu v lun gi s n nh
cho cc tin ch tht s t tr gp, nu khng chng nhng khng to c s
tn nhim ni i tng khch hng cha tng tham gia tr gp m cn nh
mt c nim tin nhng khch hng hin ang s dng dch v tr gp.
-

Do qu trnh gia nhp WTO, th trng Vit Nam s xut hin ngy

cng nhiu cc cng ty ti chnh vi nhng u th v sn phm v tim lc ti

chnh, trong khi Easy ch l cng ty Vit Nam vi vn iu l ban u rt t,
s d dng b nh bi v thn tnh bi cc tp on nc ngoi nu khng c
ng li pht trin tht s hu hiu.
-

Do hn ch v mt khoa hc k thut, Vit Nam cha c nhng cng c

nhm kim sot d n ca tng ngi dn (nh mt s nc pht trin ti

khon ca mi ngi u c kim sot cht ch bi h thng ngn hng,
nu ngi dn no ang trong tnh trng mc n s c thng bo v ghi
nhn ti ton b h thng ngn hng, cng ty ti chnh), nn vic theo di thu
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

48

hi n s gp rt nhiu kh khn v ri ro. Nu Easy khng c nhng bin

php thm nh v thu hi n hu hiu kp quay ng vn s rt d dng
ng trc b vc ph sn.
II.2.5.5 a cc yu t vo ma trn SWOT
Pht huy im mnh:
-

Tip tc chin lc pht trin th phn, a sn phm dch v tr gp

n tng ngi tiu dng, khng nh v th ca Easy l cnh chim u n

trong lnh vc ny.
-

Nng cao tay ngh, trnh ca i ng nhn vin, kh nng thuyt

phc v phc v khch hng ngy cng tt hn qua cc kha hun luyn k
nng, kh nng qun l cng vic.
-

Pht huy mnh hn na cc chin lc Marketing nhm tng ngy thay

i quan nim tiu dng v to dng s tn nhim i vi dch v tr gp ni

chung v i vi Easy ni ring.
Khc phc im yu:
-

Xy dng k hoch pht trin lu di, kim sot cht ch cc knh thu

hi n, ng thi pht huy mnh hn na cc knh thu hi vn nhm s dng

ti a tim lc v hn ch ti thiu cc ri ro c th xy ra
-

Xc nh khch hng mc tiu v th trng mc tiu, t c c s

xy dng nhng gi sn phm ph hp vi tng i tng khch hng mc

tiu.
-

C k hoch o to ngun nhn lc trnh v bn lnh thch

ng vi yu cu i hi ca xu th pht trin v hi nhp kinh t quc t.

-

Nhanh chng xy dng cc chnh sch r rng v lng, thng, quyn

li, thng tin nhm gi chn nhn vin v i ng qun l giu kinh

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

49

nghim. Lun c k hoch chun b tm kim ngun nhn lc d phng, b

sung cho ngun nhn lc c th b mt i hoc chuyn v cc chi nhnh.
-

Xy dng k hoch pht trin thng hiu thng qua vic hon thin

cc sn phm dch v cung cp cho th trng, y mnh cng tc tip th v

u t ng mc cho cng tc qung co.
Tn dng c hi:
-

Nhanh chng pht trin th trng n khp mi min t nc nhm

khai thc trit khi lng ln khch hng vn cn b ng cho ngnh dch
v ti chnh tr gp.
-

Tip tc cc chin lc qung b nhm thay i quan nim tiu dng

ca ngi dn, chuyn hng t tiu dng tr thng sang tr gp.

-

Hc hi, ng dng cng ngh hin i ca cc nc trong lnh vc ti

chnh thng qua hi nhp quc t, xut h tr h thng trong vic pht
trin sn phm dch v ti chnh hin i.
Vt qua th thch:
-

Lun khng nh tin ch t dch v tr gp, chng t nhng li ch tht

s hu hiu t hnh thc tiu dng hin i ny i vi ngi dn bng cc

chin dch Marketing, cc bi bo, cc mng phng s nh nhm xy dng
lng tin ni khch hng.
-

Tng bc khc phc v nng cao cht lng sn phm dch v cng

nh xy dng nhng sn phm mi.

-

Tip tc pht huy v hon thin c cu nhn s, to hu phng vng

chc cho mi s pht trin cng nh chng chi vi s xm nhp ca cc th

lc ti chnh quc t. Nng cao tay ngh nhn vin, cng cc k nng lm vic
v phc v khch hng.

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

50

p dng cc k thut hin i nhm phc v cho cng tc thm nh,

kim tra thu hi n, gim thiu ri ro thu hi vn xung mc thp nht.

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

51

CHNG III. XY DNG CHIN LC MARKETING CHO EASY

DREAM
III.1 NI DUNG CHNH CHO CHIN LC PHT TRIN DCH V
TR GP TI EASY DREAM
III.1.1 Tm nhn
Tm nhn chin lc ca Easy l tr thnh nh cung cp cc gii php ti
chnh tiu dng hng u ti Vit Nam ph hp vi mi tng lp khch hng.
III.1.2 S mnh kinh doanh
Easy xc nh ngoi vic ch cung cp mt sn phm ti chnh tiu dng
tr gp vi ch yu tng lp khch hng c thu nhp trung bnh v thp (di
10 triu) nh hin nay, vic pht trin thm nhiu sn phm dch v ti chnh
khc cng nh vic xm nhp vo mi tng lp khch hng l nhim v quan
trng cn phi c thc hin nhm cng c th phn v pht trin bn vng,
gip khch hng hoch nh tt k hoch chi tiu ca mnh
III.1.3 Nhng mt cn hn ch trong hot ng Marketing ti Easy
- Sn phm cung cp cha a dng: hin nay Easy ch mi dng li
sn phm dch v tr gp mua xe gn my, Easy cn pht trin thm nhiu sn
phm hn na, to s a dng trong vic la chn hng ha ca khch hng
cng nh phc v c khch hng ti cc phn khc th trng khc nhau
- Dch v chm sc khch hng sau khi mua hng cha tht s tt, lnh
vc ny cn c ch trng v quan tm nhiu hn
- Hot ng qung b thng hiu cn ri rc, ch xut hin mt vi ln
trong nm, phng tin c chn cho hot ng qung b thng hiu cng
cha a dng, khng to v gi c n tng mnh m vi khch hng

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

52

- Hot ng khuyn mi cng cn nhiu mt hn ch, cn phi kt hp

vi cc i l ti hu ht cc khu vc t chc cc chng trnh khuyn mi
chm sc khch hng nhiu hn na nhm kch thch mua hng
- Mng li phn phi ca Easy hin nay cng cn rt mng, ch tp
trung ti mt s tnh khu vc min Ty v ng Nam b, cn phi pht
trin nhanh c h thng mng li phn phi ny nhm sm a dch v tr
gp vo cc th trng tim nng
III.2 CHIN LC MARKETING DCH V TR GP TI EASY
DREAM
Tc gi thc hin kho st vi ngi tiu dng TP.HCM v mc nhn
bit thng hiu, tin ch dch v ca ngi tiu dng i vi Easy v cc
i th cnh tranh (Ph lc 2A, 2B, 2C) , kt qu nh sau:
-

Cng ty c bit n nhiu nht: Easy (34%) -> Techcombank (29%)

-> Prudential Finance (23%) -> SG (31%) -> Khng bit (2%)
Ngi tiu dng hu nh u bit n Dch v tr gp
-

Dch v tr gp c s dng nhiu nht thuc v: : Techcombank

(16%) -> Easy (14%) -> Prundential Finance (7%) -> SG (2%) -> Khng
tham gia (59%)
Ngi tiu dng tuy hu ht bit n Dch v tr gp, tuy nhin
t l tht s s dng dch v ny cn rt t, c n 59% tng s ngi c
kho st cha s dng dch v ny. Trong lng ngi tiu dng s dng
dch v tr gp ca Easy ch chim 14% so vi 34% c bit n, trong khi
t l tham gia s dng dch v ca Techcombank kh cao 16% so vi 29%
c bit n -> Easy cn to thm tnh hp dn cho sn phm dch v tr gp
ca mnh thu ht thm nhiu khch hng n vi sn phm

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

53

Cng ty c ngi tiu dng chn nh gi v dch v, t l chn do

tng s dng qua dch v ca cng ty cho thy t l bng nhau gia Easy
v Techcombank (38%), trong khi t l chn cng ty nh gi do ch bit n
cng ty m cha s dng qua c s chnh lch rt cao gia Easy 50% v
Techcombank ch vi 17%
Vic qung b thng hiu Easy l kh tt, kh ng ngi tiu dng
hiu tn tng sn phm cung cp, tuy nhin sn phm ca Easy vn cha
tht s hp dn c ngi tiu dng, Easy cn xy dng hnh nh cng nh
cho khch hng nhn bit c nhng li th v sn phm dch v ca mnh,
to yu t kch thch quyt nh s dng sn phm cho ngi tiu dng
-

Cc yu t: Mc li sut, Cc tin ch t sn phm cung cp (phn trm

tr trc, thi gian thanh ton), ph i l hp tc ca Easy ch c

ngi tham gia kho st nh gi mc trung bnh, trong khi Thi gian
ph duyt hp ng, Thi phc v ca nhn vin kinh doanh ti ca hng,
Thi phc v ca nhn vin dch v khch hng ti vn phng c nh
gi kh tt
R rng sn phm dch v ca Easy vn cha tht s hp dn c
ngi tiu dng, Easy cn y mnh mt ny hn na.
-

V cc chin dch qung co, khuyn mi: cc yu t: Hiu qu cc

chng trnh qung co trn bo i, Tnh hp dn ca cc chng trnh

khuyn mi, Tnh hp dn ca cc chng trnh khuyn mi, Chnh sch
chm sc khch hng ch c ngi tham gia kho st nh gi mc
trung bnh (t 34% n 48% ngi kho st nh gi mc trung bnh).
Hnh nh thng hiu Easy c nh gi kh tt (37%). Tuy nhin, cng cn
nhiu ngi cha nh gi cao cc yu t ny, vn xt cc yu t ny mc
yu v rt yu
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

54

T kt qu trn cho thy hnh nh thng hiu Easy c bit n

nhiu ch yu l do cc bng rn treo ti ca hng v truyn ming t ngi
tiu dng. Cc chin lc marketing vn cha tht s c hiu qu, Easy cn
pht huy mnh thm na sc nh hng cc chin lc marketing nhm kch
thch s dng dch v
-

V theo nh gi t nhng ngi tham gia kho st, tt c cc yu t:

Chin lc qung co, bi vit trn bo i, Chng trnh khuyn mi, Hnh
nh thng hiu, Pht trin sn phm, Chnh sch chm sc khch hng u
cn tp trung u t hn na tng tnh hiu qu cho chin lc marketing
Da vo cc nh gi trn, xy dng tt chin lc marketing
cho s xm nhp v pht trin bn vng ca Easy ti th trng Dch v tr
gp, bi lun vn c tp trung khai thc nhm vn hnh tt v hiu qu cc
yu t: Chin lc qung co, bi vit trn bo i, Chng trnh khuyn mi,
Hnh nh thng hiu, Pht trin sn phm, Chnh sch chm sc khch
hng
C th nh sau:
III.2.1 Chin lc Khch hng
Vic Vit Nam chnh thc gia nhp WTO m ra mt k nguyn mi cho
ngnh ti chnh Vit Nam, cc cng ty ti chnh cng nh ngn hng 100%
vn nc ngoi c php hot ng v pht trin cc dch v ti chnh ti th
trng Vit Nam. iu ny to tin cho vic t trao di v pht trin su
hn cho ngnh ti chnh. Tuy nhin y cng l mt th thch rt ln i vi
cc t chc ti chnh cng nh cc ngn hng trong nc, nguy c b mt
khch hng v th phn rt cao nu khng c nhng chin lc pht trin ph
hp, nh v ng khch hng v th trng mc tiu. Khch hng s d dng
c tip cn vi nhiu t chc ti chnh vi nhiu tin ch khc nhau, kh
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

55

nng dn dn hon ton chn la t chc ti chnh nc ngoi vi tim lc ti

chnh hng hu, dch v nhiu tin ch, kh nng phc v chuyn nghip l
hon ton c th xy ra.
Trc nhng bt li c th d bo trc, Easy cn phi xy dng chin
lc Marketing tt nht, chin lc khch hng hp dn nht nhm cnh tranh
li c cc th lc hng mnh khc cng nh gi vng c th phn ca
mnh trong th trng dch v tr gp vn non tr v c th d dng b nut
chng bi cc t chc ti chnh nc ngoi.
Easy cn phi nhanh chng lan rng tm nh hng ca mnh n tt c
i tng khch hng vi nhng sn phm ph hp nht nhm thu ht, gi
vng v pht trin vng mnh lng khch hng v sn phm dch v tr gp
s lun cn thit cho mi i tng, tng lp khch hng trong xu hng kinh
t pht trin v hi nhp. Chm sc khch hng c bng nhng sn phm dch
v mi gi chn cng nh xy dng vng vng lng tin ni khch hng.
Tuy nhin, cng cn xc nh chnh xc i tng khch hng nhm ti vi
an ton cao nht, gim thiu ri ro kh nng kh thu hi n, nhm m bo
kh nng lun chuyn vn nhanh v hp l.
III.2.2 Chin lc Ngun nhn lc
C cu nhn lc cng nh ngun nhn lc chuyn nghip, k nng lm
vic thnh tho lun l hu phng vng chc cho mi s pht trin ca
doanh nghip.
Nhm pht trin n nh ngun nhn lc, Easy phi thc hin tt nhng vic
sau:
-

K hoch pht trin ngun nhn lc ph hp v lun bm st k hoch

pht trin tng th ca ton cng ty, k hoch pht trin chi nhnh, hp tc
vi cc i l
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

56

Phn nh r rng quyn hn v chc nng cho tng phng ban c th,

c th tuyn dng ng vi nhu cu cn thit cng nh xy dng mi

trng lm vic chuyn nghip, kh nng thnh tho su sc trong cng vic.
-

Xy dng mi trng lm vic chuyn nghip, vi kh nng ng x

ca nhn vin trong cng vic cng nh chm sc khch hng tt nht, to
cho khch hng s hi lng nht.
-

Hon thin v xy dng cc chnh sch tin lng, tin thng, ch

chm sc nhn vin ph hp vi tng phng ban, tng cp bc, tng nhn
vin nhm to s hi lng khi lm vic vi Easy ca nhn vin.
-

Hun luyn kh nng qun l v ng ph vi thay i th trng cho

cc cp bc cao trong cng ty nhm m bo lo li con thuyn Easy tht tt

trc nhng thay i ca th trng v m bo Easy pht trin ng mc tiu
nh.
-

Hun luyn, o to, to mi trng tng nhn vin c th trao di

ngh nghip, gip nng cao hn na k nng lm vic nhm m bo hon

thnh tt cng vic c phn cng.
III.2.3 Chin lc Sn phm dch v cung cp
Hin ti Easy ch cung cp mt loi sn phm duy nht, l Dch v
mua xe gn my tr gp, iu ny to ra nhng mt hn ch sau:
-

Khng to c s a dng trong vic la chn sn phm dch v cho

khch hng.
-

Khng c y sn phm thch hp c th hng ti mi tng lp

dn c, gip xm nhp su v st th trng.

-

Khng tn dng c lng khch hng hin ti cho vic cho mi cc

sn phm mi.

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

57

Chi ph iu hnh kh cao khi b my cng ty ch phc v cho duy nht

mt sn phm.
V nhng l do trn, vic pht trin thm nhiu sn phm vi nhiu tin
ch ti u lun l mc tiu trc mt Easy cn phi t ra cho s pht trin lu
di v bn vng.
Easy cn tin hnh nhiu hn na cc cuc nghin cu th trng nhm
phn khc c i tng tiu dng thch hp vi cc dch v ti chnh v t
cung cp nhng sn phm tht s ph hp vi nhu cu v kh nng ti
chnh ca ngi tiu dng.
Mt s nghin cu th trng nhm phn khc khch hng cho th
trng ti chnh tiu dng c thc hin bi cng ty Easy t thng
03/2008 05/2008 trn 500 mu, rt ra kt lun cho cc nhm khch hng
sau:
Nhm 1: nhm tiu dng c in: cn nhc chi tiu thn trng, khng
thch vay mn, ch a chung hnh thc mua hng tr thng
Nhm 2: nhm tiu dng bn c in: chung mua sm, nhng khng
thch hnh thc vay mn
Nhm 3: nhm tiu dng c khuynh hng mi: thu nhp khng cao
lm, tuy nhin t tng chi tiu thoi mi, tr gp c th l mt la chn
Nhm 4: thu nhp trung bnh, chung cuc sng vi y tin nghi,
sn sng vay mn phc v cho cuc sng vi nhiu tin nghi
Nhm 5: nhm tiu dng hin i: thuc cc tng lp c thu nhp cao,
nhu cu mua sm cng cao, t tng li hon ton thong vi vic mua hng
tr gp c nhng sn phm a thch
T vic phn khc cc nhm khch hng trn ta c th d dng thy, hu
ht cc i tng khch hng u c th l khch hng tim nng cho dch v
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

58

tr gp, c bit vi xu th m ca hin nay, xu hng tiu dng hin i, tn

dng ti a tin ch t dch v tr gp ang ngy cng c a chung hn.
V vy, nhm mc ch pht trin lu di, Easy cn xc tin nhanh hn
na vic cung cp thm nhiu sn phm cho dch v tr gp. Cc sn phm c
th gm:
-

Sn phm hng in my tr gp: ti vi, u my, karaoke, laptop, in

thoi di ng. y l cc sn phm thuc v nhu cu thit yu hu nh mi

gia nh u mun trang b cho gia nh mnh. Thi gian khu hao cho nhng
sn phm ny cng kh ngn, gip to ra mt th trng vi nhu cu pht sinh
lin tc, kh nng bo ha l rt thp.
-

Sn phm xe hi tr gp: mc sng ca ngi dn cng ngy cng cao,

nhu cu cho vic s hu mt chic xe hi khng bao lu s tr nn nhu cu c

bn v bc thit, th trng khch hng cho xe hi cng cn ang b ng,
cha c khai thc trit , to ra th trng y tim nng nu xm nhp
vo lnh vc ny.
-

Sn phm Th tn dng: cng vi qu trnh pht trin v hi nhp ca

nn kinh t, mt th trng ti chnh hin i khng bao lu s tr thnh xu

hng chung ca th trng, tiu dng bng tin mt s dn dn c thay th
bng tiu dng qua ngn hng, m c th l qua cc hnh thc Th tn dng.
i trc n u vi vic cung cp Th tn dng vi gi cc s dng mt
nh mc chi tiu nht nh theo tng thng, tng qu, tng nm cho tng
i tng khch hng c th s to ra u th cho vic khai thc ti a
ngun khch hng, to n tng mnh cho thng hiu vi sn phm dch v
mi m ny.
-

Sn phm Cho vay tin mt: quan trng hn ht, nhu cu tin mt cho

vic sa li cn nh, gp thm vn vo vic kinh doanh hin ti, m mt tim

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

59

kinh doanh nh lun l nhu cu khng bao gi ngng ca mi khch hng.

nh vo sn phm ny tc l nh trng c tm l khch hng, hiu c
nhng nhu cu tht s ca khch hng, to c kh nng uyn chuyn trong
vic h tr khch hng s dng cc dch v ti chnh tr gp.
Vic pht trin sn phm cn phi c ch trng c v mt s lng ln
cht lng. Nu ch quan tm ch trng pht trin thm nhiu sn phm
nhng c cu t chc khng ln mnh phc v nhu cu ngy cng tng
ca khch hng, dch v cung cp khng tt cng s khng th gia tng c
lng khch hng, tri li cn gy n tng xu v dn dn lm mt i lng
khch hng sn c. V vy, song song vi vic pht trin sn phm cung cp,
cng cn ch trng mt cht lng sn phm tht s hu hiu qua cc bc
chun b tht k cho cc yu t sau:
-

C cu nhn s pht trin ph hp vi s gia tng s lng sn phm

cung cp.
-

m bo cc dch v h tr khng b qu ti: thu ngn, dch v khch

hng phi lun m bo phc v c tt c i tng khch hng t cc

sn phm
-

Vic pht trin thm nhiu sn phm s rt d dng gy tc nghn phn

mm ng dng, nht l theo phng chm ca Easy, nng cao ti a kh nng

bn hng trc tuyn, my tnh ni bn hng c kt ni trc tip vi my
ch vi mc ch ph duyt hp ng trong vng 15 pht. Vic kim tra, h
tr, nng cp phn mm cng cn c c bit ch trng cho s vn hnh
tht tt h thng khi pht sinh thm nhiu sn phm mi cng lc.
-

Kh nng qun l, nh hng pht trin, x l vn ca i ng qun

l cng cn c nng cao ph hp vi s pht trin ngy cng ln mnh ca

cng ty. Cung cch phc v ca tng nhn vin cng cn c nng cao
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

60

nhm lun to c cm tnh ni khch hng, gi chn c khch hng c

ng thi xy dng vng chc nim tin ni khch hng mi.
y mnh dch v hu mi, nhm to thm nhiu cm tnh ni khch

hng, gip cng c bn vng lng khch hng.

Th tc phi tht s lun thng thong, ph duyt h s nhanh chng

vi nhng iu kin tht d dng gip p ng c mi tng lp ngi tiu

dng.
III.2.4 Chin lc Mng li phn phi
Hin nay Easy ang c mt ti 4 thnh ph: TP. HCM, TP. Bin Ha,
TP. Cn Th, TP. Nha Trang v 3 tnh thnh Vnh Long, Long An, Bnh
Dng vi 1 tr s chnh t ti TP.HCM, 3 chi nhnh ti TP.HCM, Bin
Ha, Cn Th, 3 vn phng ti Bnh Dng, Long An v Nha Trang.
iu ny cho thy Easy vn cha tht s ln mnh v pht trin c h
thng vi s chun b tt v c s h tng. Mt s ni nh Long An, Bnh
Dng, Nha Trang khch hng vn gp kh khn trong vn thanh ton
nh k mi thng v s hn hp v ph chi nhnh, vn phng ca Easy
cng nh ph ca cc ngn hng gip khch hng c th d dng chuyn
khon s tin gp mi thng v ti khon cng ty Easy.
Cc ca hng hp tc ti cc tnh hin ti vn cn rt nhiu ca hng
cha c kt ni trc tuyn, m phi ch i ph duyt hp ng t tr s
chnh, phi mt 24 gi hp ng mi c tr li ph duyt hay khng thay v
l 10 pht nh ti cc ca hng kt ni trc tuyn
gii quyt trit cc vn trn, Easy cn c nhng chin lc pht
trin mng li phn phi vi cc bc chun b chi tit v ton vn. C th
thc hin theo cc trnh t sau:

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

61

Bc 1: Ban iu hnh kt hp cng vi b phn pht trin kinh doanh,

hoch nh k hoch pht trin th trng mc tiu cn nhm ti c th theo

tng nm, tng qu, tng thng
-

Bc 2: b phn nghin cu th trng tin hnh kho st th trng

mc tiu bao gm cc yu t: nhu cu khch hng, ri ro khi thu hi n,

mc hp tc ca cc i l i vi sn phm cung cp, tng quan v th
trng tim nng: dn s, mc thu nhp, s thch tiu dngT a ra
cc nhn xt cho quyt nh xm nhp hoc khng xm nhp th trng
-

Bc 3: xc nh mc u tin, da vo ni lc cng ty v nhu cu

th trng c th t pht trin cho tng th trng theo lch trnh c th

-

Bc 4: cc bc chun b cho s chnh thc hot ng ti th trng

mc tiu, bao gm: hp tc vi cc i l; tuyn dng nhn s; kho st

mng, ng truyn; lp t my mc; kim tra ph ca ngn hng m
bo tnh d dng trong vic thanh ton tr gp mi thng cho khch hng
-

Bc 5: r sot, kim tra, th nghim mi th trc khi chnh thc a

th trng mc tiu vo hot ng

Theo tnh hnh hin ti v ph ca Easy, Easy ch mi ang dn pht
trin mnh ti cc tnh min Nam, cn y mnh hn na, m rng ph
nhanh chng ti cc tnh thnh min Trung v min Bc, c bit l th H
Ni v thnh ph ln Nng. i vi min Nam, cn xm nhp su hn,
trn din rng hn n cc tnh nh: An Giang, Kin Giang, Hu Giang, C
Mau, Sc Trng
III.2.5 Chin lc Qun l thng hiu
Vi thi gian hnh thnh v pht trin trong vng 2 nm, hin nay Easy
ang dn c bit n nh cnh chim u n, ngi i khai hoang, m
ng cho dch v tr gp ti th trng Vit Nam.
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

62

Tuy nhin, c mt thng hiu vng bn, gi c v tr ch cht trn

th trng, Easy cn phi pht trin mnh hn na hnh nh Easy trn th
trng. Chin lc pht trin thng hiu cn c xy dng v pht trin
tht cht ch theo cc chun mc sau:
-

nh v ng th trng tim nng, khch hng tim nng qua vic thc

hin tt, hiu qu cng vic nghin cu th trng

-

Nm c nhu cu tht s ca khch hng

T pht trin nhng dng sn phm ph hp vi nhu cu khch

hng
-

To dng c nim tin ni sn phm cung cp, gip khch hng vng

tin v an tm khi s dng sn phm

-

Vic qung b phi tht s gy n tng, i ng mc tiu nh, ph

hp vi yu cu, th hiu, phong tc tp qun ngi dn Vit, m bo gi

vng c cc yu t cn truyn t n khch hng
-

ng thi cng cn nm chc cc chin lc qung b ca i th,

khng to k h cho i th c th d dng tn cng v nh tr li cc sn

phm cung cp cng nh thng hiu ang c xy dng, lm lch hng
so vi nh hng c hoch nh
-

Tuy nhin, vic qung b thng hiu cng cn phi c thay i kp

thi, uyn chuyn theo tnh hnh thay i ca th trng nhm nhanh chng
thch nghi, trnh tnh trng lc hu, nhm chn ni khch hng
-

Quan trng nht l vic hoch nh ngn sch ph hp cho chin lc

pht trin ton vn v bn vng theo mi kha cnh c xc nh, trnh

trng hp qung co khng ti, khng cho nhng g c vch ra.

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

63

III.2.6 Chin lc chiu th

Hin nay, v ph cha rng, nn Easy ch ang tp trung chin lc
chiu th ch yu cho lnh vc khuyn mi, chm sc khch hng
Tuy nhin, cng vi k hoch xm nhp th trng v pht trin lu di,
chin lc chiu th cng cn c xy dng sao cho ph hp vi nhng
chin lc c ra
Cn xy dng kinh ph chiu th cho tt c cc mng thuc lnh vc
Marketing bao gm: nghin cu th trng, truyn thng, qung co, khuyn
mi, cc hot ng Marketing b tr, pht trin sn phm, c bit l pht
trin mnh hn na vic tn dng mi quan h vi khch hng c cho vic
cho mi cc sn phm mi, cc sn phm dnh ring cho khch hng thn
thit.
vic pht trin Marketing ph hp st vi chin lc pht trin v
tnh hnh thc t ca cng ty, cc yu t cn c ch trng khi pht trin cc
lnh vc ny:
-

Nghin cu th trng: hin nay vic nghin cu th trng ca Easy

ch dng li vi qui m nh l, pht sinh theo nhu cu ti tng thi im,

cha tht s c mt chin lc pht trin mnh v lu di, cha to c tin
cho s pht trin mnh m hn na cc sn phm.
Cn y mnh xy dng mt chin lc nghin cu th trng su v st
vi ph, mu nghin cu ln v tri di nhm phn khc th trng, gip
cho b phn pht trin sn phm c th da vo cho ra nhng dng sn
phm mi a dng hn phc v nhu cu ngy cng cao ca khch hng, ng
thi gip cho b phn pht trin nhn hng c th nh v tt thng hiu ca
mnh trn th trng, t a ra nhng chin lc qung b ph hp v lu
di.
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

64

Truyn thng: vi tnh hnh hin nay, khi hu ht ngi tiu dng Vit

Nam u chung xu hng tiu dng tr thng hn tr gp, u cho rng nu

mua hng tr gp phi chu mc li sut cao, b mc nnn vic pht trin
mnh mng PR, gip cho khch hng dn dn thay i quan im, dn dn
nhn ra c cc tin ch ca vic mua tr gp, mua tr gp gip khch hng
c th d dng c c mn hng mnh yu thch vi s tin nh m vn cn
tin dnh l mc tiu trc mt cn phi t c.
Easy cn kt hp cht ch vi cc knh truyn thng bo i, gii thiu
vi ngi tiu dng xu hng tiu dng hin i, y tin ch t cc nc
phng ng, Chu M hng khch hng chuyn i xu hng tiu dng
t tr thng sang tr gp.
-

Qung co: hin nay Easy ang thc hin qung co dch v cung cp

theo hai knh ch yu l bo v cc bng rn treo ti cc ca hng. c bit

vic qung co vi bng rn treo ti ca hng gip tng ph ca nhn
hng, tng nhn bit ca khch hng i vi thng hiu Easy, cn tip tc
cng c v pht huy mnh hn na kha cnh ny.
Ring i vi qung co trn bo vn cn lc c, t qung, cha tht
s c mt chin dch qung co rm r, quy m nhm nh ng v gy s
ch ln i vi khch hng, cn xy dng k hoch qung co i vi knh
ny nhiu hn, lin tc hn v y l knh gn gi nht vi i tng khch
hng ca Easy
Ngoi ra, v hin nay ph ca Easy ti th trng Vit Nam cha
nhiu nn vic qung co trn cc i truyn hnh vn cha c trin khai.
Tuy nhin, y l mt knh tip cn rt hu hiu i vi tt c i tng tiu
dng, vy nn cng vi k hoch bnh trng v pht trin lu di, Easy cng
cn chun b kinh ph cho vic qung co trn cc knh truyn hnh nhm
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

65

tng nhn bit ca khch hng i vi thng hiu cng nh cc sn phm

c cung cp bi Easy, dn dn cng c thng hiu trn th trng.
Ni dung qung co hin nay ch tp trung vo nhng tin ch ca sn
phm cho mi khch hng, v qua cc cuc kho st, hu ht ngi dn
Vit Nam s rt n tng vi cc tin ch ca sn phm. Tuy nhin, pht
trin bn vng mt thng hiu, ngoi vic gi n khch hng c nhng
tin ch ca sn phm, vic qung co cng cn phi i t nhu cu su xa ca
khch hng, mi quan tm tht s, nh ng c tm l khch hng T
vic phi hp qung co da trn nhu cu v t cho mi sn phm vi
y tin ch ph hp s d dng xm nhp v gn b vi khch hng hn.
-

Khuyn mi: nhm mc ch chm sc khch hng tt hn, d dng li

cun khch hng tm n sn phm, th vic khuyn mi lun c p dng

nh mt cng c hu hiu. Tuy nhin, sn phm khuyn mi cng cn phi
ph hp vi tng chin dch vi cc ch khc nhau, cc giai on khc
nhau, a bn khc nhau.
i vi lnh vc khuyn mi ny hin nay Easy ang thc hin kh tt,
vi s phn b cc chng trnh khuyn mi u n trong nm, ph hp vi
tng chng trnh, mc tiu ca tng giai on, ph u khp cc tnh thnh
ang c chi nhnh, ng thi kt hp cng cc i l thc hin nhiu chng
trnh khuyn mi gip li ko lng khc hng v tht cht mi quan h vi
cc i l. Cc chng trnh khuyn mi kh thnh cng ca Easy tnh n
thi im hin ny: Vng quay may mn, Chng trnh vui cng bn b
Cc hot ng Marketing b tr khc: ngoi cc hot ng qung co,
khuyn mi, Easy cng khng ngng xy dng cc chng trnh nhm tht
cht hn na mi quan h vi cc i l, gia tng hnh nh p v Easy trong
mt ngi tiu dng: Easy t chc cc l hi hp mt vi i l, xy dng c
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

66

cu phn chia li nhun hp l, thc hin cc chng trnh chm sc khch

hng qua vic tng nn bo him, tng v da Tuy nhin, cc hot ng ny
vn cn mang tnh t pht, cha chuyn nghip, cha c u t v pht
trin ng mc c th tr thnh mt cng c tht s hu hiu trong vic
pht trin bn vng lu di. Kha cnh ny cn c xy dng chin lc cht
ch hn.
-

Pht trin sn phm: pht trin sn phm lun l mt phn rt quan

trng trong cc lnh vc Marketing, sn phm cung cp c ph hp vi khch

hng hay khng, c p ng c nhu cu ngy cng cao v a dng ca
khch hng hay khng u nh vo vic pht trin sn phm ny. y cng l
mt cng c c th to c u th vt tri vi i th cnh tranh khi a
ra th trng nhng dng sn phm hon ton mi, thch ng ti a nhu cu
khch hng. Hin nay Easy vn cha c b phn ny, y l mt iu thiu
st cn phi c nhanh chng trin khai c th theo kp pht trin ca
th trng ni chung, ca cng ty Easy ni ring, c th kt hp cht ch vi
cc b phn nghin cu th trng, pht trin nhn hng cng thc hin
chin lc pht trin v xm nhp th trng Vit Nam y tim nng.
-

Pht trin quan h khch hng: lnh vc ny hin nay vn cha c

cc cng ty Vit Nam p dng rng ri, chn lc nhng khch hng tt t kho
khch hng sn c tip tc cho mi thm mt ln na sn phm ang s
dng hoc cho nhng sn phm tip theo. Nm bt c tin ch t vic pht
trin quan h khch hng ny, hin nay Easy cng ang xc tin vic khai
thc thm khch hng, cho mi sn phm t d liu khch hng hin ti. Cn
phi tip tc pht huy v cng c lnh vc ny cho s pht trin bn vng, dn
dn chim lnh th trng, v thc hin c mc tiu xm nhp, khai thc,
xy dng, pht trin bn vng ti th trng Vit Nam ca Easy.
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

67

III.3 KIN NGH

III.3.1 Vi chnh ph, C quan ban ngnh
-

Hon thin hnh lang php l cho vic thu hi n, m bo quyn li

cho cc t chc ti chnh, pht huy mnh cc bin php kim sot v ch ti
i vi vic khng thanh ton n, n qu hn, n kh i
-

Xy dng khung li sut ph hp cho cc t chc ti chnh chuyn v

dch v tr gp, nhm m bo pht huy c th mnh ca ngnh dch v

ny, phc v cho qu trnh pht trin kinh t, nng cao hn na i sng
ngi dn.
-

Kim sot cht ch qu trnh gia nhp WTO v s xm nhp ca cc t

chc, tp on nc ngoi, kp thi hng dn cc doanh nghip trong nc

c hng i ng n, c th cnh tranh vi cc th lc hng mnh t bn
ngoi.
III.3.2 Vi Ngn hng nh nc
-

Nng cao nng lc qun l, chc nng gim st hot ng ca cc trung

gian ti chnh.
-

Phi hp cng B Ti chnh tham gia xy dng v pht trin a dng

th trng vn, a dng ha cc knh thu ht vn, h tr vn cho nn kinh t

pht trin hin i.
III.3.3 Vi Cng ty Easy
-

Tip tc xy dng v cng c c cu nhn s vi i ng qun l gii,

kh nng lm vic chuyn nghip ca nhn vin. Lin tc m cc kha hun

luyn ph hp vi tng cng vic, cp bc, gip nng cao tay ngh ca nhn
vin.

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

68

Nhanh chng xy dng cc chnh sch khen thng, thi gian ngh

dng, ch khi i cng tc, chm sc sc khe tt v hp l cho ton

nhn vin
-

B phn iu hnh cn to c s pht trin ng b gia cc b

phn, trnh trng hp pht trin khp khing, khng nht qun v ng u
-

Ch trng n k thut cng ngh, m bo khng b qu ti vi s pht

trin ngy cng ln mnh ca cng ty.

-

Tnh bo mt d liu cng cn c quan tm nhm gim thiu nguy

c ri ro tim n t cc tc ng bn ngoi, ng thi gi vng c lng

khch hng hin c, bo mt c cc cng ngh ang s dng
-

C chin lc pht trin ph hp vi tnh hnh thc t ca th trng v

kh nng ca cng ty, xy dng tt chin lc pht trin thng hiu cho s
pht trin bn vng v lu di.

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

69

KT LUN
Vi tc pht trin v cnh tranh v cng gay gt nh hin nay, nht
l sau khi Vit Nam chnh thc k hip nh gia nhp WTO dn dn m ca
hon ton th trng, cc doanh nghip Vit Nam ang ng trc mt xu th
t xm nhp t cc th lc bn ngoi t dch v cung cp, vn ha tiu dng
n ngun nhn lc cht xm cao, kh nng qun l iu hnh, cc chin lc
cnh tranh bc ph i hi cc doanh nghip Vit Nam phi nhanh chng
ci thin, nm bt th trng, th hiu ngi tiu dng t a ra cc chin
lc pht trin ph hp.
Vi xu hng , vic a ra cc chin lc Marketing ph hp cho
Easy trong giai on hin nay l v cng cn thit nhm pht trin ton din,
lu di. Qun l v pht trin thng hiu mt cch hiu qu, cng vi cc
chin lc chm sc v gi vng ngun khch hng, gip khch hng tr nn
quen thuc v a chung dch v tiu dng mi, dch v tr gp, ang dn
c xem l dch v tiu dng hin i l cch tt nht gip Easy to dng
c lng tin ni khch hng, gip n nh thng hiu, pht trin mnh th
phn, tng doanh s bn hng, chun b ni lc mnh khi cc th lc bn
ngoi xm nhp vo.
Qua vic nghin cu l thuyt, thc trng hot ng marketing ti
Cng ty Easy cng vi kinh nghim cng tc ti Easy ca tc gi, lun vn
tng hp mt cch c h thng cc vn lin quan n marketing cng nh
thc trng hot ng ti Easy, nh gi ng n ni lc cho vic xy dng
ph hp cc chin lc marketing. Lun vn c bit ch trng n cc chin
lc nghin cu th trng trong giai on hin nay, t phn khc th
trng, pht trin sn phm ph hp, nh v sn phm ph hp vi yu cu
th trng, t d dng cho mi sn phm ra th trng cng vi s qung
GVHD: TS L Tn Bu

SVTH: V Th Thy Dng

70

b thng hiu mnh m v cc chin lc chiu th, o to tt ngun nhn

lc, cc chnh sch chm sc khch hng gip Easy tng bc khng nh
v th ca mnh trong lnh vc cho vay tiu dng.
Lun vn c hon thnh vi nhiu c gng, n lc bm st thc t
tnh hnh hot ng ca Easy ni ring cng nh ca ton th trng dch v
tiu dng ni chung, cng vi nhng kinh nghim thc tin, kho st, kt lun
cht ch t kt qu kho st.... Tuy nhin, lun vn khng trnh khi nhng
thiu st, rt mong nhn c nhng kin ng gp, chia x, h tr ti
c hon thin hn.

GVHD: TS L Tn Bu

SVTH: V Th Thy Dng