ChngI

C S L LUNChin lc l mt tp hp nhng mc tiu v cc chnh sch cng nh cc k hoch ch yu t c mc tiu , n cho thy r Cng ty ang hoc s thc hin cc hot ng kinh doanh no.

1.1. Khi nimchin lc

1.2. Quy trnh qun tr chin lc1.2.1. Khi nimQun tr chin lc l qu trnh nghin cu mi trng hin ti, cng nh tng lai, hoch nh cc mc tiu ca t chc; ra, thc hin v kim tra vic thc hin cc quyt nh nhm t mc tiu trong mi trng hin ti v tng lai.

1.2.2.Quy trnh qun tr chin lcQu trnh qun tr chin lc bao gm ba giai on: thit lp chin lc, thc hin chin lc v nh gi chin lc. 1.2.2.1. Giai on thit lp chin lc Thit lp chin lc l qu trnh thit lp v pht trin nhim v kinh doanh, thc hin iu tra, nghin cu xc nh c hi v nguy c n vi t chc t bn ngoi, ch r cc im mnh v im yu bn trong, thit lp cc mc tiu di hn, to cc chin lc thay th v chn ra nhng chin lc c th theo ui. Ba hot ng c bn trong thit lp chin lc l thc hin nghin cu, ho hp trc gic vi phn tch v a ra kt lun. Tin hnh nghin cu phi gn lin vi vic thu thp v x l thng tin v mi trng bn ngoi, mi trng ngnh v ni lc hin ti ca t chc. Sau khi tng hp cc thng tin thu thp c, ta s da vo nh gi, sp xp v kt hp nhng mi e da v c hi quan trng bn ngoi, cng nhng im mnh, yu bn trong t chc a ra cc chin lc kh thi, c th la chn c v t xy dng chin lc kinh doanh hon chnh cho t chc. 1.2.2.2. Giai on thc thi chin lc

Thc thi chin lc l mt giai on quan trng v kh thc hin trong qu trnh qun tr chin lc. y l giai on hnh ng ca qun tr chin lc. Giai on thc thi chin lc i hi t chc phi thit lp cc mc tiu ngn hn, a ra cc chnh sch v phn phi cc ngun lc, thay i c cu t chc hin ti... chin lc t ra kh thi. 1.2.2.3. Giai on nh gi chin lc y l giai on cui cng ca cng tc qun tr chin lc. nh gi chin lc l qu trnh xem xt li cn c v mc tiu cho chin lc hin ti, gim st cc kt qu ca cc hot ng thit lp v thc thi chin lc, so snh kt qu t c vi mc tiu ra, xc nh nguyn nhn sai lch v thc hin cc hot ng iu chnh. Qu trnh nh gi chin lc l cn thit. Bi v mt chin lc thnh cng c th mang li li ch lu di v c ngha hoc ngc li c th c bt li nghim trng do mt chin lc sai lm gy ra. Nhng s nh gi kp thi c th gip t chc nhn bit c cc thiu st hay sai lm trong qu trnh thc hin v khi kt thc qu trnh. Qua , t chc c th bit chnh xc hiu qu chin lc ca mnh v tch ly c nhng kinh nghim cn thit.

1.3. Cc yu tcami trngkinh doanhVic phn tch cc yu t ca mi trng kinh doanh l rt quan trng. Bi v qua , ta c th xc nh c c s xy dng chin lc v cc yu t ny c nh hng ln n ton b cc bc tip theo ca qu trnh thc hin chin lc. Mi trng kinh doanh c chia lm 3 mc : mi trng ni b, mi trng vi m (mi trng ngnh) v mi trng v m. Mi trng ni b bao hm cc ngun lc ca t chc. Vic xy dng chin lc kinh doanh cn phn tch mi trng ni b thy r u, nhc im ca mnh, trn c s a ra gii php nhm hn ch nhc im v pht huy th mnh t c li th ti a. Cc yu t ch yu ca mi trng ni b bao gm: qun tr, marketing, ti chnh - k ton, sn xut, nghin cu - pht trin v nhn s.

Mi trng ngnh bao hm cc yu t trong ngnh m t chc hot ng, quyt nh tnh cht v mc cnh tranh ca t chc trong ngnh kinh doanh. Mi trng ngnh c 5 yu t c bn: nh cung cp, khch hng, i th cnh tranh, i th mi tim n v sn phm thay th. Mi trng v m bao gm cc yu t nm bn ngoi t chc, nh hnh v c nh hng n mi trng ngnh v mi trng ni b v to ra cc c hi v nguy c i vi t chc. Mi trng v m bao gm cc yu t c bn: kinh t, vn ha - x hi - nhn khu, chnh tr - php lut, t nhin v khoa hc - cng ngh. Mi yu t c th tc ng n t chc mt cch c lp hoc tc ng trong s lin kt vi cc yu t khc. Mi trng v m v mi trng ngnh kt hp li gi chung l mi trng bn ngoi. Tng yu t ca mi trng bn ngoi hoc s lin kt ca chng u c th l nhng c may hoc cc mi e da i vi t chc; thng qua vic phn tch chng t chc c th xc nh c cc c hi m mnh c th tn dng v nhng nguy c m mnh cn trnh n.

1.4. Cc cngc xydngv lachn chin lc1.4.1. Ma trn cc yu t bn trong (IFE)Ma trn cc yu t bn trong bao hm cc ngun lc ni b ca t chc v mi quan h gia cc ngun lc ny. Ma trn IFE gip t chc nhn nh c nhng im mnh cng nh hn ch ca mnh, cng nh tc ng ca chng i vi vic honh nh v thc hin chin lc ca t chc. Cc bc xy dng Ma trn IFE: 1. Lit k cc yu t quan trng trong qu trnh thc hin kim sot ni b bao gm c im mnh v im yu ca t chc. 2. n nh tm quan trng t 0,0 (khng quan trng) n 1,0 (quan trng nht) cho mi yu t. Tm quan trng c n nh cho mi yu t th hin mc nh hng tng i ca yu t i vi t chc. Tng cng ca cc mc quan trng ca cc yu t ny phi bng 1,0.

3. Phn loi t 1 n 4 cho mi yu t s biu th yu t c i din cho im yu ln nht (phn loi bng 1), im yu nh nht (phn loi bng 2), im mnh nh nht (phn loi bng 3) v im mnh ln nht (phn loi bng 4). 4. Nhn mc quan trng ca mi yu t vi loi ca n xc nh s im quan trng ca mi yu t. 5. Cng tt c s im quan trng ca cc yu t c c s im quan trng tng cng ca t chc. Cch nh gi mc mnh yu ca mi trng ni b ca t chc: nu s im quan trng tng cng 2,5 th mi trng ni b ca t chc c nh gi l mnh.

1.4.2. Ma trn hnh nh cnh tranhMa trn hnh nh cnh tranh bao hm s tc ng ca cc yu t quyt nh tnh cht v mc cnh tranh ca t chc trong ngnh kinh doanh . Ma trn hnh nh cnh tranh nhn din nhng i th cnh tranh ch yu cng cc u th v khuyt im c bit ca h. Cc yu t bn ngoi c quan tm phn tch khi xy dng ma trn hnh nh cnh tranh l: nh cung cp, khch hng, i th cnh tranh, sn phm thay th v i th tim n. Ma trn hnh nh cnh tranh cn bao gm mt s yu t bn trong c tm quan trng quyt nh s thnh cng ca t chc so vi i th cnh tranh. Trn c s phn tch cc yu t , ta c th rt ra c nhng u th v khuyt im ca i th cnh tranh so vi t chc. Tc l, ma trn hnh nh cnh tranh l s tng hp cc tc ng ca cc yu t so snh c bn trong v bn ngoi t chc.

1.4.3. Ma trn cc yu t bn ngoi (EFE)Ma trn cc yu t bn ngoi bao gm cc yu t nm bn ngoi t chc, nh hnh v c nh hng n cc yu t ngnh v cc yu t bn trong t chc, to ra cc c hi v nguy c vi t chc. Vic kim sot hiu qu cc yu t bn ngoi thng qua ma trn EFE s gip t chc nhn nh c cc c hi v nhng mi e da quan trng cn i ph.

Cc bc xy dng Ma trn EFE: 1. Lit k cc yu t quan trng c xc nh trong quy trnh kim sot cc yu t t bn ngoi, bao gm c c hi v e da i vi t chc. 2. n nh tm quan trng t 0,0 (khng quan trng) n 1,0 (quan trng nht) cho mi yu t, nhm xc nh tm quan trng ca yu t i vi t chc. Tng cng tt c cc mc quan trng ny l 1,0. 3. Phn loi t 1 n 4 cho mi yu t cho thy cch thc m chin lc hin ti ca t chc phn ng vi cc yu t ny. Trong , 4 l phn ng tt, 3 l phn ng trn trung bnh, 2 l phn ng trung bnh v 1 l phn ng km. 4. Nhn mi mc quan trng ca mi yu t vi loi ca n xc nh im quan trng cho mi yu t. 5. Cng tt c s im quan trng cho mi yu t xc nh s im quan trng tng cng ca t chc. nh gi mc mnh yu ca mi trng bn ngoi t chc: Tng s im quan trng trung bnh l 2,5; cao nht l 4,0 v thp nht l 1,0. Tng s im quan trng cao nht cho thy t chc ang ang phn ng rt tt vi cc c hi v mi e da bn ngoi v ngc li.

1.4.4. Ma trn SWOTSWOT l t vit tt ca cc ch sau: S (Strengths - nhng im mnh); W (Weaknesses - nhng im yu); O (Opportunities - nhng c hi); T (Threat nhng nguy c). Thng qua vic nh gi nhng im mnh v im yu cho php ta nhn din nhng kh nng ch yu ca t chc. V mc tiu ca SWOT l so snh im mnh, im yu ca t chc vi c hi v nguy c tng ng. C 3 tiu chun c th p dng nhn din nhng kh nng ch yu ca mt t chc l: Kh nng c th to ra tim nng m rng th trng

Kh nng ct yu c th em li cho khch hng nhiu li ch hn t cc loi hng ha v dch v h mua Kh nng c th to ra nhng sn phm m cc i th cnh tranh khng th sao chp c. Cc bc lp ma trn SWOT Bc 1: lit k cc im mnh ch yu bn trong t chc Bc 2: lit k nhng im yu bn trong t chc Bc 3: lit k cc c hi ln bn ngoi t chc Bc 4: lit k cc mi e da quan trng bn ngoi t chc Bc 5: kt hp im mnh bn trong vi c hi bn ngoi v ghi kt qu ca chin lc SO vo thch hp; Bc 6: kt hp nhng im yu bn trong vi nhng c hi bn ngoi v ghi kt qu ca chin lc WO; Bc 7: kt hp im mnh bn trong vi mi e da bn ngoi v ghi kt qu ca chin lc ST. Bc 8: kt hp im yu bn trong vi nguy c bn ngoi v ghi kt qu chin lc WT. Ma trn SWOT pht trin cc loi hnh chin lc Chin lc im mnh - c hi (SO): s dng nhng im mnh bn trong ca t chc tn dng nhng c hi bn ngoi. Tt c cc nh qun tr u mong mun t chc ca h vo v tr m nhng im mnh bn trong c th c s dng li dng nhng xu hng v bin s ca mi trng bn ngoi. Thng thng cc t chc s theo ui chin lc WO, ST hay WT t chc c th vo v tr m h c th p dng cc chin lc SO. Khi mt t chc c nhng im yu ln th n s c gng vt qua, lm cho chng tr thnh im mnh. Khi mt t chc phi i u vi nhng mi e da quan trng th n s tm cch trnh chng c th tp trung vo nhng c hi.

Cc chin lc im mnh - im yu (WO): nhm ci thin nhng im yu bn trong bng cch tn dng nhng c hi bn ngoi. i khi nhng c hi ln bn ngoi ang tn ti, nhng t chc c nhng im yu bn trong ngn cn n khai thc nhng c hi ny. Cc chin lc im mnh nguy c (ST): s dng cc im mnh ca mt t chc trnh khi hay gim i nh hng ca nhng mi e da bn ngoi. iu ny khng c ngha l mt t chc hng mnh lun lun gp phi nhng mi e da t mi trng bn ngoi. Cc chin lc chin lc im yu - nguy c (WT): l nhng chin lc phng th nhm lm gim i nhng im yu bn trong v trnh khi nhng mi e da t mi trng bn ngoi. Mt t chc i u vi v s nhng mi e da bn ngoi v nhng im yu bn trong c th lm vo tnh trng khng an ton cht no. Trong thc t, mt t chc nh vy thng phi u tranh tn ti, lin kt, hn ch chi tiu, tuyn b ph sn hay phi chu v n. Mt ma trn SWOT gm 9 trong 4 cha ng cc yu t quan trng, 4 chin lc, v 1 lun lun c trng. 4 chin lc c gi l SO, ST, WO v WT c pht trin sau khi hon thnh 4 cha ng cc yu t quan trng, gi l S, W, O v T

1.5. Tmquan trngcaqun trchin lcQun tr chin lc gip cc t chc thy r mc ch v hng i ca mnh nhm t c cc mc tiu ngn hn v ci thin tt hn phc li lu di. Qun tr chin lc gip t chc chun b tt hn i ph vi nhng thay i trong mi trng tng lai v lm ch c din bin tnh hnh. Da vo vic nghin cu mi trng tng lai, t chc c kh nng nm bt tt hn cc c hi, thc hin cc thay i nhm tn dng cc cc hi v ng thi ngn chn v gim bt cc nguy c c lin quan n mi trng c th xy ra. Qun tr chin lc gip t chc ho nhp quyt nh vi iu kin mi trng.

Do , t chc thc hin qun tr chin lc s nng ng hn trong vic phn ng li cc bin c. Hn th, t chc c kh nng ch ng to ra nh hng ti mi trng v v th kim sot c s phn ca chnh mnh, t mc tiu ra vi hiu qu cao hn.

1.6. C s phn tchtichnhVic phn tch cc yu t ti chnh - k ton rt quan trng i vi cng ty. Khi phn tch hot ng kinh doanh ca cng ty, cng vic ny phc v cho qun tr ni b cng ty, c tc dng gip doanh nghip cng c pht huy im mnh, khc phc im yu. Nhim v ca vic phn tch ny l nhm lm r xu hng, tc tng trng v thc trng ca doanh nghip; th hin cc th mnh v nhng hn ch trong cng tc qun tr ti chnh c c s xut cc bin php khc phc.

1.6.1. Cc t s v kh nng thanh tonCc t s ny phn nh kh nng tr n ngn hn ca doanh nghip. Bao gm cc t s: Tng ti sn T s thanh ton tng qut = Tng n phi tr T s ny o lng kh nng thanh ton n ca t chc bng tt c ti sn t chc c c, c ti sn c nh v ti sn lu ng. Nu t s ny ln hn hoc bng 1 th cho thy cc khon n ca t chc khng vt qu ti sn t chc hay t chc c kh nng bo m tr ht cc khon n ca mnh. Ti sn lu ng v u t ngn hn T s thanh ton hin thi = Tng n phi tr T s ny l thc o kh nng c th tr n ca t chc bng cc ti sn lu ng c th chuyn i thnh tin trong thi k ph hp vi thi hn tr n. N cho thy t chc c bao nhiu ti sn c th chuyn i thnh tin mt m

bo thanh ton cc khon n ngn hn. T s ny ln hn hoc bng 1 th chng t hot ng ti chnh ca doanh nghip lnh mnh v ngc li.

Ti sn lu ng - tn kho T s thanh ton nhanh = N ngn hn T s ny o lng mc p ng nhanh ca vn lu ng trc cc khon n ngn hn. T s ny cng ln chng t kh nng thanh ton cng cao v ngc li. Tuy nhin nu h s ny qu ln li th hin tnh trng mt cn i ca vn lu ng. Li nhun trc thu v li vay T s thanh ton li vay = Li vay T s ny dng o mc m li nhun pht sinh do s dng vn m bo tr li vay hng nm nh th no.

1.6.2. Cc t s v kh nng hot ngCc t s ny phn nh tnh hnh s dng ti sn, hay phn nh cng tc t chc iu hnh v hot ng ca t chc . Doanh thu thun Vng quay tng ti sn = Tng ti sn Ch tiu ny phn nh hiu sut s dng ti sn ca t chc. Ch tiu ny ni ln mc doanh thu c to ra t tng ti sn hay ni cch khc l mt ng ti sn to ra c bao nhiu ng doanh thu. H s ny cng ln th ngha l hiu qu s dng ti sn ca t chc cng cao.

Doanh thu thunGVHD: ThS. Hunh Ph Thnh 22

Hng tn kho

SVTH: Nguyn c Bo Ha

Vng quay hng tn kho =

Ch tiu ny th hin tc lu chuyn hng ha, cho bit hiu qu s dng hng tn kho. Thng thng ch tiu ny cng cao cng tt. Nhng nu n qu cao s th hin vic hng ha d tr khng p ng kp thi nhu cu tiu dng. Doanh thu thun Vng quay cc khon phi thu = Cc khon phi thu Ch tiu ny c s dng xem xt cn thn vic thanh ton cc khon phi thu T s ny phn nh mc doanh thu bn chu ca doanh nghip trong tng doanh thu l bao nhiu. Cc khon phi thu x 360 Doanh thu thun T s ny dng o lng kh nng thu hi vn trong vic thanh ton tin - hng, phn nh s ngy thu tin bnh qun t khi thu nhn doanh thu. C bn, t s ny cng thp cng tt v n chng t kh nng thu n nhanh chng. Tuy nhin cn ty thuc vo chin lc, mc tiu kinh doanh, phng thc thanh ton,... trong tng thi k m a ra nh gi hp l. Doanh thu thun Hiu sut s dng ti sn c nh = Ti sn c nh H s ny phn nh mc s dng ti sn c nh ca t chc. T s ny ni ln mt ng ti sn c nh to ra c bao nhiu ng doanh thu. Qua nh gi hiu qu s dng ti sn c nh doanh nghip. Thng thung, h s ny cng cao th hin hiu qu s dng ti sn c nh ca t chc cng ln v ngc li.

K thu tin bnh qun =

GVHD: ThS. Hunh Ph Thnh

23

SVTH: Nguyn c Bo Ha

1.6.3. Cc t s v kh nng sinh liCc t s v kh nng sinh li biu hin kh nng to ra li nhun ca ti sn v vn ch s hu. Li gp Doanh li tng vn (ROA) = Tng vn

T s ny o lng kh nng sinh li trn mt ng vn u t vo doanh nghip. T s ny cng cao cng tt v ngc li. Li gp Doanh li vn ch s hu (ROE) = Vn ch s hu T sut ny ni ln mt ng vn ch s hu ca t chc to ra c bao nhiu ng li nhun. Trn c bn, t s ny cng cao cng tt v ngc li. Li gp Doanh li doanh thu (ROS) = Doanh thu thun T sut ny ni ln mt ng doanh thu m t chc thu c to ra c bao nhiu ng li nhun. Trn c bn, t s ny cng cao cng tt v ngc li.

1.6.4. Cc t s phn nh cu trc ti chnhCc t s phn nh mc m t chc dng n vay sinh li hay phn nh mc t ch ti chnh ca doanh nghip. Tng n T s n = Tng vn T s ny cho thy phn n chim bao nhiu trong tng vn hay ni cch khc l cho thy mc t ch v vn ca t chc. T s ny cng nh th cc

khon n cng c m bo v quyn kim sot vn vn ca t chc cao. Tuy nhin nu t s ny ln th li th hin kh nng huy ng vn ca t chc cao, uy tn ca t chc ln. T s ti tr = 1 - T s n T s ny cho bit trong tng vn m t chc c c trong k c bao nhiu phn ti tr. T s ny cng cao cho thy t chc c ti tr vn cng nhiu.

Chng II

PHN TCH HOT NG CA CNG TY AGIFISH2.1. Giithiu vCngty2.1.1. Qu trnh hnh thnh v pht trinng bng Sng Cu Long l vng sng nc thun li cho vic nui trng v nh bt thy hi sn. Do nhu cu thc t l nh bt nhiu v bo qun c lu nn vo nm 1985, AGIFISH chnh thc thnh lp. n thng 3/1987, Cng ty xut nhp khu thy sn An Giang vi tn gi l X nghip ng lnh An Giang, trc thuc Cng ty thy sn An Giang chnh thc i vo hot ng. Bc u Cng ty gp rt nhiu kh khn v c s vt cht, cng ngh, ring v ngun nguyn liu Cng ty cha ch ng thu mua c. Do vy, trong thi k ny, Cng ty gp rt nhiu hn ch v kh nng sng to v ch ng trong kinh doanh. T nm 1990 - 9/1995, X nghip ng lnh c sp nhp vi Cng ty xut nhp khu thy sn An Giang (AFIEX) do Cng ty b gii th v i tn thnh X nghip xut khu thy sn An Giang. Vo nhng nm u, Cng ty gp rt nhiu th thch nh: "phi t ch trong cn i u vo v u ra, xy dng li cc c s vt cht, xy dng ngun nguyn liu ph hp vi tim nng a phng v Cng ty phi thc hin c ch t hoch ton. X nghip lc ny hot ng di danh ngha l doanh nghip nh nc, trong c ch bao cp v hot ng khng c hiu qu." n thng 10/1995, X nghip xut khu thy sn trc thuc Cng ty AFIEX v X nghip ng lnh Chu Thnh trc thuc Cng ty ANGITEXIM sp nhp li v ly tn l Cng ty xut nhp khu thy sn An Giang. n nm 1997, Cng ty p dng h thng qun l cht lng theo tiu chun HACCP, GMP, SSOP v c 2 code vo EU l DL07, DL08. Vo nm 1999, x nghip vn ti lnh trc thuc Cng ty tch ra thc hin c

phn ha v dn i vo hot ng n nh. Nm 2000, y ban nhn dn tnh ch

o thnh lp ban i mi ti Cng ty v tin hnh phng n c phn ha. Quyt nh 792/Q-TTg ca Th tng chnh ph ph duyt ngy 28/6/2001 quyt nh chuyn Cng ty xut nhp khu thy sn An Giang thnh "Cng ty c phn xut nhp khu thy sn An Giang".Tn Cng ty: Cng ty c phn xut nhp khu thy sn An Giang Tn giao dch: An Giang Fisheries Imports & Export Joint stock Company Tn vit tt: Agifish .Co in thoi: (84.76) 852939 - 852368 - 852783 Fax: 84.76.852202 Email:agifishagg@hcm.vnn.vn Webside: www.agifish.com.vn

Ngy 1/9/2001, Cng ty chnh thc hot ng theo hnh thc Cng ty c phn cho n nay vi s vn iu l 41.791.300.000 VND, trong : - Vn c phn ca Nh nc: 8.358.200.000VND (20%) - Vn c phn ca Cn b - cng nhn vin Cng ty: 20.895.800.000 VND (50%) - Vn c phn ca cc c nhn, t chc trong nc: 5.600.000.000 VND (13,40%) - Vn c phn ca nh cung cp nguyn liu: 4.197.100.000 VND (10,00%) - Vn c phn ca c ng nc ngoi: 2.758.200.000 (6,6%)

2.1.2. T chc b my qun l

Kha lun tt nghip: Xy dng chin lc kinh doanh ca Cng ty c phn XNK thy sn An Giang

S 1: S t chc Cng ty c phn xut nhp khu thy sn An Giang

i hi ng c ng Ban kim sot Hi ng qun tr

Ban gim c

Cng ty Agifish USA ti Hoa K

X nghip dch v k thut

X nghip dch v thy sn

X nghip ch bin thc phm

X nghip ng lnh 7

X nghip ng lnh 8

Phng t chc hnh

chnh

Phng kinh doanh tip th

Phng k ton ti v

Phng k hoch v iu SX

BQL cht lng & cng ngh

Ban thu mua

GVHD: ThS. Hunh Ph Thnh

SVTH: Nguyn1c Bo Ha

Kha lun tt nghip: Xy dng chin lc kinh doanh ca Cng ty c phn XNK thy sn An Giang

Nhim v - chc nng ca cc b phn phng ban i hi ng c ng: l c quan quyt nh cao nht ca cng ty c phn XNK thy sn An Giang. i hi ng c ng c nhim v thng qua cc bo co ca Hi ng qun tr v tnh hnh hot ng kinh doanh; quyt nh cc phng n, nhim v sn xut kinh doanh v u t; tin hnh tho lun thng qua, b sung, sa i iu l ca cng ty, thng qua cc chin lc pht trin; bu ra Hi ng qun tr, Ban kim sot. Hi ng qun tr: l c quan qun l cao nht ca cng ty gia hai k i hi, ng u l Ch tch hi ng qun tr. Hi ng qun tr nhn danh cng ty quyt nh mi vn lin quan n mc ch v quyn li ca cng ty v quyt nh b my t chc ca cng ty. Ban gim c: Tng gim c do Hi ng qun tr b nhim, chu trch nhim trc Hi ng qun tr v i hi ng c ng v qun l v iu hnh mi hot ng sn xut kinh doanh ca cng ty. Gip vic cho tng gim c c hai Ph tng gim c v K ton trng. X nghip dch v k thut (trn c s sp nhp ban k thut v cc t k thut t cc x nghip): cung cp cc dch v sa cha, bo tr, lp t, vn hnh my mc thit b v cc cng c sn xut khc cho bn trong v bn ngoi cng ty. X nghip dch v thy sn: sn xut v tiu th thuc th y thy sn. X nghip ch bin thc phm: l n v hoch ton bo co s, c nhiu quyn t ch trong vic sn xut kinh doanh hnh ni a v ph phm t hai x nghip ng lnh. X nghip ng lnh 7 & 8: l n v hoch ton bo s, c nhiu quyn t ch trong vic kinh doanh ch bin hng thy sn ng lnh. Phng t chc hnh chnh: qun l iu hnh cng tc hnh chnh t chc ca cng ty; theo di, gii quyt cc ch chnh sch choGVHD: ThS. Hunh Ph Thnh Ha

ngi lao ng.

28

SVTH: Nguyn c Bo

Kha lun tt nghip: Xy dng chin lc kinh doanh ca Cng ty c phn XNK thy sn An Giang

GVHD: ThS. Hunh Ph Thnh Ha

29

SVTH: Nguyn c Bo

Phng k ton ti v: c nhim v t chc b my k ton, qun l ti chnh ca cng ty; lp s sch, hoch ton, bo co s liu k ton, trc tip thc hin cng tc k ton cho cc x nghip trc thuc. Phng k hoch & iu sn xut: lp k hoch sn xut cho cc x nghip, hon thnh cc th tc xut khu, lp k hoch kinh doanh cho cng ty. Ban qun l cht lng v cng ngh: qun l cht lng sn phm v mi trng, xy dng cng ngh ch bin cc sn phm mi, nghin cu ci to, a dng ha sn phm p ng nhu cu th trng, lp k hoch qun l cht lng cho cng ty. Ban thu mua: t chc thu mua, vn chuyn v iu phi nguyn liu

2.1.3. Tnh tnh sn xut kinh doanh trong cc nm qua (2001 - 2004)Bng 1: Kt qu hot ng 2001-2004 ca Cng ty AgifishCh tiu 1. Sn lng - Tiu th ni a - Xut khu 2. Tng doanh thu - Tiu th ni a - Xut khu 3. Li nhun trc thu 4. Li nhun sau thu n v tnh Tn Tn Tn T ng T ng Triu USD T ng T ng 2001 8.300 8.300 385,529 24,3 20,004 14,228 2002 10.535 215 10.750 533,093 6,5 30,5 24,475 18,360 2003 10.600 10.630 494,580 32,5 25,7 22,233 16,675 2004 15.550 1.300 15,547 888,125 50,0 46,23 20,681 15,505

(Tc gi t thc hin) th 1: Tnh hnh sn lng - Kim ngch - Li nhun

50 45 40 35 30 25 20 15 10 5 0 200 1 200 2 San lng (ngan tan) 200 3 Kim ngach (trieu USD) Li nhu an (ty ong) 8,3 14,228 10,54 10,6 24,3 18,36 16,675 15,55 30,5 25,7

46,23

15,505

200 4

Nm 2002, Cng ty t tng doanh thu 450 t ng, li nhun 20,5 t ng, xut khu 10.200 tn t 28 triu USD, trong th trng M chim 25% doanh thu, v t 41,8% tng th phn xut khu ca Cng ty, s cn li xut sang chu u, chu , c Nga v Trung ng, sn phm tiu th hng ni a l 215 tn. C tc 2%/thng, tng ng 24%/nm. Nm 2003, Cng ty Agifish xut khu t 10.630 tn, thu v 15,7 triu USD, tng doanh thu t 493 t ng (trong tiu th ni a t 32,5 t ng), li nhun 22,23 t ng. Cng ty gii quyt vic lm mi thm 500 lao ng ti a phng, nng tng s cn b, nhn vin ln 2.197 ngi, thu nhp bnh qun t hn 1,2 triu ng/ngi/thng. Nh vo nhng n lc trong vic tm kim v lm tt cng tc xc tin thng mi cng nh thc hin ng n chin lc kinh doanh th trng, nn mc d c kh khn th trng M do tc ng nh hng ca v kin cc doanh nghip xut khu thy sn Vit Nam bn ph gi c tra - c basa, Cng ty vn m bo pht trin n nh v c s chuyn dch ng k c cu th trng xut khu. Trong nm 2003, t trng xut khu ca Cng ty vo th trng M gim ng k v ch chim t l 20,6%, b vo s thiu ht l s tng ln ca cc th trng khc nh: Chu u (nm 2002 l 20,6% v tng ln 26,1% nm 2003, n nm 2004 t n trn 50%); Chu (t 27,1% tng ln 36%, trong tng trng nhiu nht l th trng cc nc: Hongkong, i Loan, Philippin, c,

Canada...). ng thi, cng trong nm ny, Cng ty Agifish bc u y mnh thm nhp vo th trng ni a. Vo nm 2004, Cng ty vn tip tc gi th trng Chu M, ng thi m rng sang cc th trng khc, c bit l th trng Chu u. Do Cng ty phi ng thu thu nhp doanh nghip nn li nhun sau thu gim nhiu so vi cc nm trc, tuy nhin tng li nhun trc thu ca Cng ty l 20.681 t vn thp hn so vi nm 2003 d tng doanh thu v sn lng tiu th tng mnh. Tc tng trng li nhun thp ch yu do cc nguyn nhn: Ngun nguyn liu khan him, gi nguyn liu duy tr mc cao trong thi gian di. Gi c cc loi vt t, thit b, nhin liu, in, nc... u tng ln lm chi ph sn xut b i ln. Nh nc kim sot cht ch t gi ng la gy kh khn chung cho cc doanh nghip xut khu. S cnh tranh v gi ca cc n v cng ngnh khin mt bng gi chung c xu hng gim.

2.2. Phn tch cc yu tni b2.2.1. Yu t qun trBt k Cng ty no khi bc vo hot ng sn xut, kinh doanh u phi ng ph vi s thay i ca mi trng kinh doanh. Cng ty Agifish cng th. V vy cng tc hoch nh i vi Cng ty l rt quan trng, c th xem nh chic cu ni cn thit gia hin ti v tng lai v l nn tng ca mt qu trnh hnh thnh chin lc. Tuy nhin, h thng thng tin ca Cng ty cn yu nn cng tc d bo ca Cng ty hin nay khng hiu qu. Kt qu thu c trong thc t thng chnh lch rt ln so vi k hoch ra, gy tr ngi ln cho vic hoch nh chin lc ca Cng ty. Mt khc, cng tc hoch nh gn nh ch da vo c s mong mun ch quan v nhn nh ca Ban lnh o, cha thc s nm r tnh hnh thc t, cng nh khng d bo hu hiu nhng bin i ca mi trng kinh doanh khin cng tc hoch nh ca Cng ty cn nhiu hn ch.

Chc nng t chc ca Cng ty, th hin kh nng lnh o c thc hin kh tt ton Cng ty. Nguyn tc thng nht trong hot ng cng c thc hin nghim tc. Tuy nhin cng tc t chc cc phn xng sn xut cn nhiu hn ch cn khc phc. Kh nng thc y vic thc hin chin lc ca Cng ty theo ti nhn thy l tt. Cng ty lun n lc tm kim cc gii php hu hiu khc phc nhng kh khn v tn dng trit c hi m rng th trng v thc hin chin lc pht trin ca mnh hiu qu. V d nh thm nhp tr li th trng M hiu qu, Cng ty quyt nh hng pht trin sn xut khong hn 100 mt hng gi tr gia tng phc v ngi Vit v Chu sng ti M bi v cc sn phm gi tr gia tng ny khng nm trong din b p thu chng bn ph gi v khng ngn ngi tip tc u t pht trin th trng ny khi quyt nh thnh lp mt Cng ty Agifish con ngay trn t M. Bn cnh hng pht trin ch o l th trng nc ngoi, cng ty cng quan tm pht trin th trng ni a. Ban lnh o Cng ty nh hng chin lc pht trin ni a t trc mt nm, nhng cha quan tm thc hin ng mc v v kin bn ph gi c da trn l cht xc tc quan trng Cng ty y mnh thc hin chin lc vch sn trc . n hin nay, song song vi th trng xut khu, th trng trong nc cng ng vng, chim khong 5% trong tng s 48 triu USD doanh thu ca Cng ty. Chc nng kim sot ca Cng ty c thc hin tt. Hot ng di hnh thc Cng ty c phn, Cng ty c mt Ban kim sot ring trc thuc i hi ng c ng ca Cng ty nhm kim sot cht ch hot ng qun l, s vn hnh ca t chc v hiu qu hot ng kinh doanh ca Cng ty m bo cho kt qu thc t t c ph hp, nht qun vi kt qu c hoch nh, ng thi pht hin v chnh sa cc sai st, gip Cng ty hot ng ngy cng hiu qu hn.

2.2.2. Yu t marketingHin nay, Cng ty vn ang tch cc tin hnh cc bin php nhm qung b v phn phi sn phm ca mnh theo nh hng pht trin sn phm v m

rng th trng. Cng tc marketing ca Cng ty ang c quan tm thc hin v t c nhng hiu qu nht nh. 2.2.2.1. Chin lc sn phm Cng ty khng ngng tin hnh nghin cu cho ra i cc sn phm mi, bn cnh vic ci tin cht lng cc sn phm hin c nhm tha mn tt hn nhu cu khch hng v m bo tuyt i an ton v sinh thc phm. Bn cnh , Cng ty ci tin thay i mt s mu m bao b vi hnh thc p hn, trang nh hn thu ht ngi tiu dng. 2.2.2.2. Chin lc gi Cng ty tin hnh nh gi sn phm ty thuc vo gi thnh sn phm. Ty vo tng mi trng v iu kin c th trong tng giai on, Cng ty s c s iu chnh mc gi ca tng loi sn phm cho ph hp. Tuy nhin, do hn ch trong vic kim sot khu phn phi nn gi bn sn phm ca Cng ty thng b y cao ln t 30 - 50% gy nh hng tiu cc n kt qu tiu th sn phm. 2.2.2.3. Chin lc phn phi Cng ty tham gia ng k thng mi in t v bn sn phm trn mng do phng thng mi v cng nghip Vit Nam t chc. ng thi phi hp cng Vasep tham gia cc t xc tin thng mi nc ngoi v cc k hi ch quc t: Vietfish, Los Angeles, Brussel, Nga, Trung Quc, Anh, Ty Ban Nha, Mehico, Thy in, Nht... gip Cng ty ch ng hn trong vic tm kim khch hng. Cng ty lp d n Xc tin xut khu hng ha v t vn thng tin th trng, cho hng v tiu th hng vo th trng cng ng EU, th trng Hoa K, Chu Phi... bng hnh thc thu gian hng ti cc Trung tm quc t v gian hng in t...; hp tc vi cc n v chuyn nghip xc tin thng mi quc t v tham gia cc chuyn c lin quan. Khi bt u chin dch m rng th trng ni a, Agifish i tm n v t vn, gp chuyn gia v nhng ngi am hiu th trng, hi kin cc gim c siu th, thu mt cng ty nghin cu th trng iu tra nhu cu v s

thch ca ngi tiu dng Vit Nam xc nh ng cch thm nhp th trng. khu phn phi sn phm, Cng ty c kho lnh 500 tn, ng thi k hp ng vi Cng ty vn ti lnh An Giang m bo nhu cu vn chuyn hng ha ca mnh. Cng ty Agifish m c 3 tng i l 3 vng trong c nc vi mc tiu th bnh qun 60 tn/thng; v t cc tng i l s phn phi sn phm ra hng chc im l phn phi bn l ti cc siu th v ch u mi. Tuy nhin trong hin ti, do mng li phn phi ca Cng ty c nhiu nc trung gian m Cng ty vn cha kim sot tt khin gi bn sn phm ca Cng ty b i ln cao. Nht l th trng xut khu, hng ha ca Cng ty hon ton do cc nh phn phi ln nc ngoi quyt nh vic phn phi n cc im tiu th. Do , Cng ty khng thc s nm vng nhu cu v c tnh ca ngi tiu dng nn kh c th bt kp s thay i th hiu ca h c sch lc iu chnh ph hp. 2.2.2.4. Chin lc chiu th Hng nm, Cng ty dng mt lng tin ng k dnh cho hot ng xc tin thng mi. Cng ty thit lp website ring a thng tin ln mng internet, kp thi p ng cc nhu cu ca khch hng bng cc phng tin thng tin hin i nh: in thoi, th in t, Fax..., ng thi cng tc vi website ca tnh v thng tin ngnh. Trong nm 2004, Cng ty tin hnh hng lot cc hnh thc qung co nh: qung co trn bo ch, qung co Trn Truyn Hnh, qung co trn PANO, Bng Hiu, Hp n; thc hin cc n phm phc v cng tc xc tin thng mi, du lch v u t. Cng ty phi hp vi cc i l chnh thc ca mnh t chc cc bui gii thiu sn phm cho ngi tiu dng; t chc phng trng by (Showroom) nhm gii thiu sn phm, u mi giao dch, nhn hng k gi, tip cn ngi tiu dng, thu thp thng tin v nhu cu th hiu khch hng, phn hi n ni sn xut, ci tin mu m, cht lng hng ha.

Vi s n lc trong cng tc marketing, sn phm ca Cng ty c ph bin rng ri th trng ni a v to c thng hiu Agifish mnh trong nc. Tuy nhin, th trng nc ngoi, cng tc marketing ca Cng ty gp nhiu tr ngi v thng hiu Agifish cha to c th ng vng chc trong lng ngi tiu dng.

2.2.3. Yu t ti chnh - k tonVo cui mi nm, Cng ty u tng kt mt s ch tiu nh gi khi qut thc trng ti chnh v kt qu kinh doanh ca Cng ty, ly lm c s a ra quyt nh ng n hn trong hot ng k tip theo. Bng 2: Cc t s ti chnh T s ti chnh Cc t s v kh nng thanh ton T s thanh ton tng qut T s thanh ton hin thi T s thanh ton nhanh T s thanh ton li vay Cc t s v kh nng hot ng Vng quay tng ti sn Vng quay hng tn kho Vng quay cc khon phi thu K thu tin bnh qun Hiu sut s dng ti sn c nh Cc t s v kh nng sinh li Doanh li tng vn (ROA) Doanh li vn ch s hu (ROE) Doanh li doanh thu (ROS) Cc t s phn nh cu trc ti chnh T s n T s ti tr (Tc gi t thc hin) Nhn xt: * V kh nng thanh ton: T s thanh ton n hin thi lun ln hn 1, y l mt biu hin tt trong hot ng ti chnh, chng t Cng ty c kh nng trang tri cc khon n ngn hn. Tuy nhin, t s ny ang c xu hng gim VT ln ln ln ln vng vng vng ngy 2001 1,70 1,36 0,077 6,72 2,919 8,67 6,78 53 9,10 0,157 0,38 0,050 0,59 0,41 2002 1,65 1,37 0,021 7,06 3,17 21,29 5,13 70 13,78 0,146 0,41 0,046 0,61 0,39 2003 1,55 1,26 0,020 6,06 2,34 11,08 5,39 66 10,05 0,110 0,32 0,045 0,65 0,35 2004 1,37 1,12 0,004 2,78 2,7412,73

5,39 67 10,69 0,056 0,210 0,021 0,73 0,27

dn qua cc nm. V t s kh nng thanh ton nhanh qua 4 nm u nh hn 1 li gim dn cho thy kh nng thanh ton nhanh cc khon n ngn hn ca Cng ty rt km; biu hin hng tn kho chim t trng ln trong c cu ti sn ca Cng ty. Ring kh nng thanh ton li vay ca Cng ty tuy tng, gim khng u nhng tnh hnh s dng vn vay ca Cng ty vn c hiu qu, vo nm 2002 t hiu qu cao nht. * V kh nng hot ng Vng quay tng ti sn: tng - gim khng u qua cc nm. Vo nm 2003, vng quay tng ti sn gim so vi nm 2002 l 0.83 vng l do doanh thu thun nm 2003 gim nhng tng ti sn ca Cng ty li tng ln. Tuy nhin n nm 2004, t s ny c xu hng tng ln v t 2,74 vng. Vng quay hng tn kho: H s vng quay hng tn kho tng cao vo nm 2002 v gim bt vo nm 2003; t trng hng tn kho ln s pht sinh chi ph bo qun cao, phi u t vn cao cho hng ha d tr; ko di chu k chuyn i hng d tr thnh tin mt v tng nguy c hng tn kho b ng. iu ny gy bt li cho Cng ty nht l sn phm ca Cng ty thuc mt hng thc phm d h hng. Vng quay cc khon phi thu: h s ny c xu hng gim dn qua cc nm, cho thy tc lun chuyn cc khon phi thu ca khch hng ang gim dn i, thi gian thu n tng ln cho thy kh nng thu n ca Cng ty khng tt. K thu tin bnh qun: h s ny nm 2002 cao hn nm 2001 nhng gim i vo nm 2003, cho thy thi hn thu tin ca Cng ty ang c xu hng ci thin dn, c gim bt tuy vn cn kh cao. K hn thanh ton n bnh qun ca Cng ty hin nay l t 3 - 4 thng. Hiu sut s dng ti sn c nh: Cng sut hot ng ca ti sn c nh l kh cao: my mc thit b t 95%; cc my mc thit b h tr t 80% cho thy vic s dng ti sn c nh ca Cng ty t hiu qu tt. Tuy nhin, hin ti, hiu sut ny tng gim khng u qua cc nm. Cao nht vn l vo nm 2002, n nm 2003 th c xu hng gim xung cho thy kh nng sn xut ca Cng ty gim so vi nm trc .

* Cc t s v kh nng sinh li: kh nng sinh li ca Cng ty n nm 2002 l cao, k c v vic s dng vn ch s hu v doanh thu. Tuy nhin, vo nm 2003, cc t s doanh li b gim, chng t kh nng sinh li ca Cng ty b gim i, nguyn nhn l do nh hng ca v kin bn ph gi c da trn ca M dn n vic th phn b thu hp, v do lm cho doanh thu v li nhun ca Cng ty b gim i so vi nm trc v tc ng xu n kh nng sinh li ca Cng ty. * V cu trc ti chnh ca Cng ty: vo nm 2001, t trng n trong c cu ngun vn chim 58%, Cng ty t ti tr 42%, hay ni cch khc, mt ng vn ca Cng ty c 0.58 ng vay n. T trng ny u tng ln qua cc nm cho thy Cng ty vay n ngy cng nhiu hay mc t ch v vn ca doanh nghip ang gim i, ngun vn ca Cng ty ph thuc nhiu vo bn ngoi v s lm gim quyn iu khin hay kim sot ca doanh nghip. Mt khc, t trng n trn ngun vn tng ln th hin kh nng huy ng vn ca Cng ty cao; Cng ty c u t, ti tr nhiu hn trc, cho thy uy tn ca Cng ty Agifish vn c gi vng. Hai nguyn nhn ch yu khin t trng n tng ln l: Cng ty cho thc hin bn hng tr chm nn Cng ty tng vay n p ng kp thi yu cu vn cho sn xut v cn vay trung, di hn u t xy dng. Nhn chung, kh nng ti chnh ca Cng ty kh mnh, kh nng huy ng vn ca Cng ty cao v kh nng sinh li tt.

2.2.4. Yu t sn xut - tc nghipCng ty Agifish l doanh nghip u tin ca ngnh thy sn c m hnh sn xut kinh doanh khp kn t khu sn xut c ging, pht trin sinh sn nhn to, nui c b, ch bin thy sn ng lnh xut khu v ch bin tn dng cc ph phm ca c tra v c basa. S 2: Quy trnh sn xut khp kn Sn xut con ging

Sn phm n tay ngi tiu dngGVHD: ThS. Hunh Ph Thnh Ha

Ng dn nui iu kin a l thun li37

Cng ngh ch bin hin i

SVTH: Nguyn c Bo

Cng ty thnh lp cu lc b Agifish nhm mc tiu: ch ng kt hp cung cp nguyn liu vi ch bin xut khu; p ng nhng yu cu kim tra cht lng sn phm v gp phn bo v mi trng sinh thi. Cu lc b ny s cung cp ngun nguyn liu sch v c cht lng tt cho quy trnh sn xut ch bin ca Cng ty. Nhng trong thc t, nng lc cung cp nguyn liu ca cu lc b Agifish khong trn 20.000 tn/nm, cha kh nng p ng cho nhu cu pht trin sn xut v tiu th ca Cng ty. Cng ty tin hnh trin khai cc b phn c lin quan nm bt kp thi tnh hnh bin ng ngun nguyn liu: s lng, c cu, cht lng, gi c Trn c s nh gi s bin ng gi c ca th trng xut khu v th trng nguyn liu, Cng ty s c chnh sch thu mua hp l ph hp vi tng tnh hnh c th nhm m bo hon thnh c k hoch sn xut v kinh doanh c li. Cng ty p dng phng thc thu mua theo cht lng thc t ca l nguyn liu sau ch bin v phng thc ny kch thch ngi nui khng ngng ci tin k thut, gn cht lng c nui vi sn xut ch bin v xut khu. Hu ht cc loi my mc thit b cho sn xut ca Cng ty c trang b t nhng nm 1990 tr i, trong hn mt phn na l c trang b mi trong cc nm 1999-2000. Cc thit b ny a phn c k vi cng ngh lc hu. Cng ty cng cha hon thnh h thng x l nc thi cho X nghip 8 gy nn tnh trng nhim mi trng. Do , trong nhng nm va qua, Cng ty Agifish khng ngng u t nng cp hai x nghip ng lnh theo chiu su: u t m rng cng sut, thay i dn cc my mc thit b c, lc hu bng cc thit b mi vi nhiu tnh nng u vit hn, ng thi thc hin t ng ha nhiu cng on sn xut. Cng ty va xy dng phn xng mi chuyn sn xut nhng mt hng gi tr phc v cho chin lc pht trin hng ni a v

GVHD: ThS. Hunh Ph Thnh Ha

38

SVTH: Nguyn c Bo

tng sc cnh tranh trn th trng. Cng xut bnh qun ca Cng ty hin nay c nng ln khong 120 - 130 tn nguyn liu/ngy. V qun l cht lng, Cng ty Agifish p dng chng trnh qun l cht lng HACCP, ISO9001:2000, SQF1000, Halal, BRC vo sn xut nhm cung cp nhng sn phm cht lng cao ph hp vi yu cu khch hng kh tnh v nhng quy nh v an ton v sinh thc phm theo quy ch qun l cht lng ra. Cc thit b qun l cht lng mi nht cng c lp t c th pht hin d lng khng sinh mc thp ngay t khu thu mua nguyn liu. Cng ty cng c chng trnh h tr cc ng dn v phng php nui trng l loi tr vic s dng cc cht c hi v lun t vic sn xut sn phm sch ln hng u. Cng ty thc hin h thng qun l truy xut ngun gc l hng, c th xem y l s khi u cho qu trnh m bo cht lng n tay ngi tiu dng. Hin nay, Agifish c hn 100 sn phm t c basa, c tra vi nhiu hnh thc ch bin khc nhau rt tin dng cho nhu cu tiu dng hin nay. Ngoi c basa, c tra, Cng ty cn ch bin cc loi c nc ngt phong ph trong khu vc ng bng sng Cu Long v cc sn phm c gi tr khc nh tm cng, ch thc lc, c r phi, sn phm c tm bt, mc...

2.2.5. Yu t nghin cu v pht trin (R&D)Cng ty Agifish lun n lc trong nghin cu pht trin cng ngh v t c mt s thnh qu nghin cu nht nh. B phn nghin cu trc thuc X nghip nui thy sn ca Cng ty hp tc vi Trung tm hp tc quc t v nghin cu nng nghip phc v pht trin - CIRAD (Php) nghin cu sinh l v sinh sn c Basa v c tra. Cng ty cho ra i thnh cng m c basa sinh sn nhn to u tin trn th gii vo ngy 20/5/1995. Con ging sinh sn nhn to khng ngng pht trin trong nhiu nm, iu ny p ng c nhu cu con ging cho ng dn trong khi ngun cung cp ging t thin nhin ngy cng t i. y l mt thnh cng ln trong nghin cu khoa hc ca Cng ty Agifish. Trong tng lai Cng ty Agifish s tip tc pht trin mi quan h hp tc vi CIRAD nghin cu cc iu kin cho vic pht

trin cht lng lin quan n dy chuyn sn xut c basa, c tra ti vng ng bng sng Cu Long. Cng ty lun c gng hin i ha cc loi my mc, thit b sn xut, trang b cc thnh tu khoa hc k thut tin tin nh thit b sn xut tuyt phc v vic bo qun thy sn, va c nc ta ch to thnh cng, cho th trng trong nc v p c fil xut khu; ng thi thc hin t ng ha nhiu cng on sn xut nng cao cht lng sn phm, gim gi thnh v phc v hiu qu cho vic sn xut. Sau v kin ca cc nh sn xut c nheo M, thu chng ph gi p t ln sn phm phi-l ng lnh c tra - basa l kh nng (47,05%). qu trnh khai thng th trng M kh quan hn, Cng ty tin hnh ch bin c tra - c basa thnh nhng sn phm gi tr gia tng nh: ch c basa th l, tu h basa... , bi v i vi cc sn phm gi tr gia tng ny s khng thuc din i tng b p dng thu chng ph gi, hn na, chi ph ch bin ch tng thm 15% tnh trn gi thnh nguyn liu s mang li li nhun cao hn so vi xut khu sn phm c phil ng lnh.

2.2.6. Nhn sTng s cn b - cng nhn vin ca Cng ty n thi im 31/12/2004 l 2602 ngi (trong lao ng n chim 60%) vi 1.301 hp ng lao ng di hn, 1.301 hp ng lao ng ngn hn. Bng 3: Trnh chuyn mn ca lc lng lao ng i hc Cao ng S lng (ngi) T trng (%) S lng (ngi) T trng (%) 128 5,83 152 5,84 19 0,86 31 1,19 Trung cp Nm 2003 75 3,41 Nm 2004 90 3,64 o to ti ch 1975 89,90 2329 89,5 Tng cng 2197 100 2602 100

Ngun: Phng t chc - hnh chnh

S lng nhn vin tng ln (t 2197 ngi nm 2003 ln 2602 ngi nm 2004) nhng c cu trnh chuyn mn ca cn b - cng nhn vin ca Cng ty vn khng c thay i ln. Cng ty tuyn chn nhn vin rt cn thn. i vi nhn vin vn phng, sau khi phng vn, Cng ty s cho th vic 3 thng. Nu i tng lm vic c hiu qu, t tiu chun th Cng ty mi k hp ng chnh thc. i vi nhn vin trc tip sn xut, Cng ty u tin tuyn chn cng nhn c trnh tt nghip Ph thng c s tr ln v ng thi cng cho th vic mt thng u. Hin nay, thu nhp bnh qun thng ca nhn vin l 1.244.589 VND. Mc thu nhp ny khng cao. Mt khc, ch lng bng ca Cng ty ch yu thc hin cn c vo thm nin hot ng ch khng da vo trnh chuyn mn ca cng nhn vin. T l nhn vin c trnh i hc trong c cu lao ng ca Cng ty l 5,84% l cn kh thp. Cng ty cng cha c h thng hoch nh chuyn mn v k hoch o to nhn s quy m, ch yu Cng ty ch thc hin o to ti ch trong thi gian th vic. Chc nng qun tr nhn s ca ca Cng ty cha tt; c bit cc x nghip sn xut. Kh nng qun l v ch i ng lao ng ca Cng ty cn nhiu hn ch, dn n vic nhng cng nhn lu nm c trnh chuyn mn cao ca Cng ty b i th cng ngnh mi ra i ginh mt, iu ny gy thit hi khng t i vi Cng ty. Ring nm 2004, tng s lao ng ca Cng ty gim 685 ngi (ch yu l lc lng cng nhn sn xut cc x nghip), sau Cng ty tuyn thm lng lao ng mi l 969 ngi v phi tin hnh o to chuyn mn tr li. iu ng khch l l Cng ty lun c gng to mi trng lm vic thun li cho cng nhn vin, m bo iu kin lm vic an ton v sch s; ng thi thc hin y cc chnh sch phc li - khen thng, chnh sch bo him - y t hp l theo ng quy nh ca ngnh. Ngoi ra, do hot ng di hnh thc cng ty c phn nn Cng ty c hn mt Ban kim sot gip kim sot nh gi kh nng lm vic, hiu qu ca cng tc qun l nhn s... gip chc nng qun tr nhn s ca Cng ty c thc hin tt hn.

Bng 4: Ma trn nh gi cc yu t bn trong (IFE) Cc yu t ch yu bn trong Mc quan trng Cht lng sn phm cao, t tiu chun quc t Thng hiu ni a mnh Thng hiu xut khu khng mnh Kh nng nghin cu, pht trin mnh; n lc pht trin, a dng ha sn phm Hot ng Marketing mnh Ti chnh mnh, kh nng huy ng vn cao u t pht trin sn xut tt, trang thit b c hin i ha Qun tr nhn s khng tt H thng phn phi nc ngoi kh yu H thng thng tin yu, kh nng d bo km Chc nng kim sot c thc hin tt Tng cng Phn loi S im quan trng

0,12 0,08 0,10

4 3 2

0,48 0,24 0,20

0,08 0,10 0,10 0,08 0,10 0,10 0,09 0,05 1,00

4 3 3 3 2 2 2 3

0,32 0,30 0,30 0,24 0,20 0,20 0,18 0,15 2,81

(Tc gi t thc hin) Kt lun: s im quan trng tng cng l 2,81; cao hn mc trung bnh cho thy Cng ty Agifish mnh v ni b. Hin nay, Cng ty tn dng tt ngun ti chnh mnh y mnh u t pht trin sn xut, u t pht trin sn phm; hot ng marketing ca Cng ty c quan tm pht trin v xy dng c thng hiu ni a mnh. Bn cnh , Cng ty cng cn nhng im yu nh thng hiu Cng ty th trng xut khu cn kh yu, h thng phn phi cha hp l, qun tr nhn s cn nhiu bt cp... cn c quan tm khc phc.

2.3. Phn tch mi trngngnh2.3.1. Nh cung cpCc nh cung cp ngun nguyn liu chnh ch bin thy sn ng lnh ca Cng ty l Cu lc b Agifish, bao gm ng dn nui c tra, basa b dc sng Hu v mt s cn b - cng nhn vin. cung cp nhng nguyn liu khc cn thit cho qu trnh sn xut l bao b (PE), Cng ty xy dng mt phn xng sn xut bao b bng v cc nh cung cp bn ngoi s cung cp cc loi thng, hp carton. Cng ty thc hin u t nguyn liu cho cc thnh vin Cu lc b Agifish thng qua dch v cung cp: cm, bt c, u nnh lm thc n cho c; thuc th y thy sn phng v iu tr bnh c; mt mt n nh ngun nguyn liu, mt khc kim sot cht ch hn cc ngun cung cp dinh dng, cng nh tnh hnh s dng khng sinh c nh hng trc tip n cht lng c nui sau thu hoch, ngn nga cc mi nguy v vi sinh, khng sinh i vi cc sn phm ch bin ca Cng ty. Tuy nhin, hiu qu hot ng ca CLB hot ng vn cn hn ch, Cng ty khng k kt hp ng vi cc thnh vin, sn lng nguyn liu cung cp cng khng c n nh trc m theo sn lng c thc t cc thnh vin nui c, khin Cng ty lm vo tnh trng b ng c v ngun nguyn liu t cp ca mnh. Quy m cu lc b li nh, n nay, CLB Agifish ch cung cp c

khong 20.000 - 35.000 tn c nguyn liu trong khi nhu cu thc t ca Cng ty l t 45.000 - 50.000 tn/nm, cho thy kh nng cung ng ca Cu lc b cha bo m ngun nguyn liu cho Cng ty; phn nhu cu cn thiu Cng ty phi thu mua t ng dn. V cng v nguyn nhn ny, phn ln s bin i tch cc hay tiu cc ca th trng nguyn liu u nh hng n qu trnh sn xut ca Cng ty. Vo khong 5 thng cui nm 2003, do nh hng ca v kin bn ph gi c da trn, dch bnh, gi thc n cho c tng cao, nn sn lng thy sn nui trng b gim st v tnh hnh tiu th c nguyn liu ca tnh gp nhiu kh khn v thu hp li. Nhng tnh trng ny khng nh hng ln n Cng ty vo thi im do quy m tiu th ca Cng ty cng b thu hp. Nhng hu qu xu l n u nm 2004, ngun nguyn liu tr nn khan him, gi c tng t bin, mc gi tng bnh qun khong 40 - 50% gy tr ngi cho Cng ty v hiu qu hot ng v tin thc hin cc hp ng. Sau , tnh hnh nui c tra, c basa nguyn liu c chiu hng tng nhanh v gi bn nguyn liu c tra basa nguyn liu st gim mnh. Thc t, th trng xut khu khng cn b nh hng ln ca v kin bn ph na, gi xut khu hin nay vn cao v ang c hng gia tng, do khng thc s nh hng n cung nguyn liu nn c th thy nguyn nhn ch yu ca hin tng ny l do tm l lo s v u ra ca ng dn khi quy m nui c tng mnh to nn hin tng d tha gi to. Tnh hnh ny li gip Cng ty Agifish gim c chi ph thu mua khi to sc p ln ng dn (c bit l cc ng dn ngoi Hip hi thy sn). V mun kh nng tiu th sn phm ca mnh tt, cc nh cung cp nguyn liu chnh ca Cng ty c xu hng gia nhp vo Hip hi thy sn An Giang (AFA) c h tr khi cn thit. Trn thc t, cc nh cung ng nguyn liu ngoi Cng ty a phn l thnh vin ca Hip hi. Hip hi AFA ra i l li th cho cc nh cung ng nguyn liu ca Cng ty. Tuy mi hot ng hn 2 nm, Hip hi thy sn An Giang tin hnh thnh lp mt Cng ty c phn ca ng dn ( Cng ty Afasco) nhm t tm th trng tiu th v lm tng sc tiu th cho ng dn. Nu m hnh Cng ty ny tng nhiu trong tng lai m CLB ca Cng ty vn khng kh nng m bo ngun nguyn liu

th

Cng ty Agifish s b ph thuc vo h hn trong hin ti v chu sc p v nguyn liu rt ln.

2.3.2. Khch hngKhch hng hin ti tiu th sn phm ca Cng ty hin din c trong v ngoi nc. th trng nc ngoi, khch hng ca Cng ty l cc nh phn phi thy sn ln v cc chui siu th: Eurogroup, Coop, Sippo, Binga, Marioult (Chu u), H&T seafood (M)... Khch hng ni a ca Cng ty l nhng ngi dn ch yu tp trung cc thnh ph v tnh thnh ln, gn khu vc trung tm, thng qua 3 Tng i l phn phi ca Cng ty c ba min. Do mng li phn phi ca cng ty Agifish, c bit l mng li nc ngoi cn hn ch, trong khi , khch hng ca Cng ty vn l nhng nh kinh doanh sng s, c th lc mnh, giu kinh nghim trn thng thng. Cc nh nhn phi thy sn ln ny cha phi l i tng tiu th sn phm cui cng ca Cng ty, m thng qua h, sn phm mi c cung cp n tay ngi tiu dng. V th, cc nh phn phi ln ny mi c kh nng nm r nhu cu, th hiu v to c sc p n ngi tiu dng, khng phi Cng ty. Mt khc, Cng ty Agifish hin nay ch k kt cc hp ng ngn hn vi cc nh phn phi, v v th h c th t do la chn la i tc kinh doanh vi mnh. Qua , c th thy mc trung thnh ca h i vi Cng ty khng cao, nu Cng ty khng duy tr v nng cao sn phm ca mnh so vi i th cnh tranh th s nh mt khch hng v th trng xut khu hin ti. th trng nc ngoi, sau v kin bn ph gi, Cng ty thc hin thay i c cu th trng xut khu theo hng tng t trng th trng Chu u, gim dn t trng th trng M v n nm 2004, t trng th trng Chu v cc th trng khc cng c xu hng gim i. th 2: C cu th trng xut khu

Chau A 27%

Th trng khac 10%

Nam 2002My 42%

Chau Au 21%

Nam 2003Th trng khac 17% My 21%

Chau A 36%

Chau Au 26%

Th tr n g k ha c Ch a u A 2 3% 1 3%

Nam 2004My

2 6%

C ha u A u 38 %

Trong , th trng M vn l th trng quan trng tiu th cc sn phm c ng lnh ca Cng ty. Sn phm ca Cng ty vi nhng tnh cht dinh dng v hnh thc tng t nh sn phm catfish ca th trng M c ngi tiu dng M a chung. T nm 1995, sau 3 nm kin tr qung co, tip th, sn phm c fillet ng lnh ca Agifish c ch ng trn th trng M. Sn phm xut khu ca Cng ty vo th trng ny bnh qun tng 10%-

15%/nm. Tuy nhin, cn lu l quc gia ny c nhiu tim nng v nui trng,

nh bt v ch bin thy sn, do chnh ph M c cc chnh sch, ch bo h mu dch v sn xut trong nc rt mnh; yu cu v tiu chun cht lng v v sinh an ton thc phm li cao. y cng l nguyn nhn ch yu ca v kin bn ph gi c da trn. Khi v kin xy ra, ngay t nhng ngy u khi kin, Cng ty ch ng gim sn lng xut khu sang M t 38% xung mc di 25% trnh b p dng tnh trng khn cp v hi t thu. Hin ti, Cng ty vn mnh dn u t 900.000 USD m Cng ty con bn trc tip cho ngi tiu dng, cng nh to s lin kt cht ch vi nh nhp khu M. Song song vi vic ch bin cc sn phm gi tr gia tng, kh nng c gim bt thu khi b thng mi hoa k (DOC) ang chun b xem xt li mc thu i vi cc Cng ty v nh vy c hi khai thng th trng ny l rt ln. Vo nm 2004, t trng th trng tiu th sn phm M t 26%, tng thm 5% so vi nm 2003. Th trng Chu u vn l mt th trng ln v kh tnh vi nhiu ro cn k thut, yu cu cao v tiu chun cht lng v an ton ca sn phm. Trong nm qua, cc nc ny kim tra gt gao d lng malachite green v dn xut ca chng, h i hi d lng phi mc thp m my mc thit b trong nc hin nay cha kh nng pht hin, gy tr ngi ln cho Cng ty. Mc khc, th trng Chu u rng ln vi nhiu quc gia ring bit khin nhu cu tiu dng tr nn a dng v phc tp, v qu trnh cnh tranh ca cc doanh nghip trong nc i vi th trng ny cng gay gt. Tuy nhin, nh tc ng ca v kin m sn phm basa, tra ca nc ta tr nn ni ting v qu trnh tip cn cc sn phm ny i vi cc th trng mi c thun li hn, v ch trong nm thng u nm 2004, cng ty Agifish xut khu khong 4000 tn sn phm - chim khong 50% t trng xut khu ca Cng ty (nm 2002 l 20,6% v tng ln 26,1% nm 2003, v t 38% vo nm 2004, trong tng trng nhiu nht l th trng cc nc: c, Thy S, Ty Ban Nha, B). Qua , c th thy trong hin ti, th trng Chu u thay th th trng M tr thnh th trng xut khu ch yu ca Cng ty. i vi th trng Chu , cc doanh nghip nc ta c nhiu iu kin thun li pht trin bi v y l mt th trng tng i d tnh: nhu cu v

hng ha thy sn ln v a dng, khng i hi cao v cht lng sn phm v cng khng c h thng kim sot cht ch nh th trng Chu u, th trng M. Tuy nhin, do th trng thng thong nn gi bn sn phm thp v mc cnh tranh cao. Cc doanh nghip ch yu khai thc tp trung cc th trng truyn thng: Hong kong, Trung Quc, Singapore; song song y mnh tip th mt s th trng mi nhiu tim nng: Nht, i Loan v c th trng cc nc Hi gio. Chu , nhng th trng xut khu chnh ca Cng ty l Hongkong (Chim 32% tng sn lng xut khu ca Cng ty), cc nc Asean (c bit l Singapore tiu th 10% sn lng xut khu). Ngoi ra, Cng ty ang xc tin k hoch pht trin thm cc th trng xut khu mi, bao gm Lin bang Nga, Australia. i vi cc th trng khc th Australia vn chim t trng nht cao (gn 90% cc th trng cn li) v c mc tng nhanh nht, y l th trng vn c nh gi l c tim nng pht trin cao do mt hng c khan him v thu sut nhp khu l 0%. trong nc, th trng ni a c quan tm ng mc, th hin qua s c mt ca nhiu sn phm thy sn ti cc siu th v qua vic t chc cc hi ch thy sn ti H Ni, TP.HCM, tham gia cc gian hng ti Hi ch Nng nghip Cn Th. Sn phm thy sn tiu th trong nc ngy mt a dng, cht lng ngy cng tng. K t mt nm trc v kin, vch ra chin lc thm nhp th trng ni a. T nm 2002, Cng ty giao 32 mt hng c basa cho cc h thng siu th trn a bn thnh ph H Ch Minh v nhn c tn hiu phn hi tt. Trong khong thi gian ny, cng ty Agifish cng c a hng d nhiu hi ch ni a nhng t chc mng phn phi thng xuyn trong nc vn cha c hnh thnh. V nhn c hi tranh chp thng mi ny, Cng ty Agifish tin hnh y mnh vic thm nhp th trng trong nc. Bi v v tranh chp trn c mt no li to c hi ni ting cho sn phm ca Cng ty; nhiu ngi Vit Nam quan tm n con c basa ni chung, thng hiu Agifish ni ring. V v vy, a sn phm ra th trng ni a vo lc c ngi tiu dng quan tm v ng h.

Tuy nhin, vic thm nhp th trng ni a cng gp khng t kh khn. Bi v tuy cng ty Agifish l mt cng ty ln, c tim lc mnh trong xut khu vi b dy 15 nm hot ng li c t sn phm bn trn th trng ni a. V Agifish gn nh bt u t con s khng khi mun t chn tr li th trng Vit Nam. Cng ty phi t mnh i tm khch hng, bt u xy dng h thng phn phi thng xuyn, phi bit tip th, qung co gi khch, cnh tranh hng ngy... Qua mt thi gian di hc hi, phn u, sn phm ca Cng ty ti th trng ni a gi cng ng vng. Cng ty Agifish c hn 100 sn phm ch bin t c da trn cung cp cho cc nh hng v h thng siu th trong nc, h thng phn phi Metro, cc i l, cc bp n tp th, trng hc... hn 50 tnh thnh trong c nc. Th trng tiu th khu vc TP. HCM c sc tiu th mnh nht chim t l 42%, k n l khu vc th trng pha bc chim 28%, th trng khu vc min ty chim 16% v Ty Nguyn chim 14%. Tng doanh thu hng ni a ca Cng ty nm 2004 l 50 t ng, tng 54% so vi nm 2003. Doanh thu ca th trng ni a hin chim khong 5% trong tng s 48 triu USD doanh thu ca Cng ty.

2.3.3. i th cnh tranhCng ty Agifish hot ng kinh doanh rng ri trn c ba min t nc v trn thng trng quc t. Trong qu trnh kinh doanh, Cng ty ang phi i mt vi nhiu i th cnh tranh trn th trng trong nc v c ngoi nc. Do c tra - c basa vn l loi c nc ngt c trng ca ng Bng Sng Cu Long (BSCL), m sn phm ch yu ca Cng ty li ch bin t cc loi c ny, nn cc doanh nghip nc ngoi khng phi l mi de da ca Cng ty. n thi im hin nay, mi quan tm v i th cnh tranh ca Cng ty l cc cng ty ch bin v xut khu thy sn trong nc, c bit l cc cng ty ch bin thy sn khu vc BSCL nh: cng ty Navico, cng ty Afiex (An Giang), cng ty Cafatex, cng ty Cataco (Cn Th), cng ty Vnh Hon (ng Thp),... Hu nh cc i th cnh tranh ch yu ca Cng ty ra i sau khi mt hng thy sn tr nn ln mnh v hp dn. Tuy cc Cng ty thua km Cng

ty Agifish khi so v b dy hot ng nhng b li, h thun li hn Cng ty trong vic s dng trang thit b cng ngh mi, hin i hn v h cng rt xng xo trong vic tm kim th trng, nghin cu pht trin. Cng nh cng ty Agifish, cc cng ty ny khng hi lng vi v th hin ti ca mnh. Do , h thc hin cc chin lc nhm khng ngng m rng qui m sn xut, tng cng i mi thit b sn xut, a dng ha sn phm v a dng ha th trng xut khu nhm gim thiu ri ro trong kinh doanh xut khu, ng thi khng qun pht trin th trng tiu th ni a. C th thy y l hng i ng n cc cng ty pht trin v th ca mnh v m bo kh nng cnh tranh trong tng lai. Xu hng ny cng ging vi hng pht trin hin nay ca cng ty Agifish, nn mc cnh tranh gia cc i th vi nhau rt mnh m. Cc i th cnh tranh trong mt khu vc th s c chung mt mi trng ngnh thy sn nht nh vi cc iu kin t nhin, kinh t, vn ha - x hi tng t nh nhau. Tuy nhin, ty vo hiu qu chin lc hot ng v kh nng s dng ngun lc ca mnh, mi cng ty khi bc vo hot ng kinh doanh s to cho mnh mt v th ring nht nh trn thng trng. Cng ty trch nhim hu hn Nam Vit (Navico): hin nay l i th cnh tranh ng lo ngi nht ca cng ty Agifish. Vi th phn xut khu cao nht nc chim 25%, Cng ty t mc tiu tng kim ngch xut khu ln 100 triu USD, tip tc gi vng v th l cng ty hng u chim th phn v kim ngch xut khu cao nht. Hin nay, Navico l mt trong nhng cng ty hng u v ch bin v xut khu c tra, c ba sa. Vi quy m 10.000 cng nhn, tp trung duy nht vo mt hng c da trn, s hu 60 b nui c vi sn lng 5.000 tn/nm, c kho ng lnh vi sc cha 6000 tn (Ln nht BSCL). Do b p mc thu qu cao (53,68%), cng ty Navico phi tm thi t b th trng M v chuyn hng sang cc nc thuc th trng EU, chu , Australia, Canada v Nam M. Cng ty Navico c xu hng tp trung xm nhp vo cc th trng d tnh, m rng quy m sn xut, gia tng cng sut ch bin ca mnh. Hin nay, mi

ngy Cng ty ch bin 600 tn c tra, ba sa cc loi vi 2 nh my ch bin: nh my Nam Vit vi cng sut 200 tn/ngy v nh my Thi Bnh Dng gp phn nng cng sut ch bin ca Cng ty ny thm 400 tn/ngy. Th mnh ca Cng ty l c ngun ti chnh mnh (ngun vn ln hn ngun vn ca cng ty Agifish), quy m sn sn xut ln, kh nng ng bin linh hot trc s thay i ca mi trng kinh doanh, c th trng truyn thng d tnh nn sn lng xut khu rt cao v knh phn phi li mnh. Ngun nguyn liu ca cng ty Navico kh n nh do thnh lp c CLB thy sn Nam Vit vi gn 200 hi vin, cung cp c 30.000 tn c nguyn liu cho Cng ty nm 2002, trn 60.000 tn nm 2004, t c ch tiu k kt v hot ng tt hn CLB Agifish. Cng ty ny cn dng nhiu bin php cnh tranh nhm tiu gim ngun lc ca cng ty Agifish nh: cc chnh sch u i ngi lao ng: lng cao, iu kin lao ng thun li hn,... thu ht v ly mt nhiu cng nhn lao ng lnh ngh m cng ty Agifish o to lu nay. Cng ty xut nhp khu nng sn thc phm An Giang (Afiex): t mc tiu s phn u tr thnh cng ty hng u trong lnh vc ch bin thy sn trong vi nm ti, nht l th trng ni a. Trc kt qu v kin bn ph gi, cng ty Afiex cng thc hin chin lc tng t nh cng ty Agifish: Chuyn i mnh c cu th trng, gim t trng th trng M, tng nhanh t trng ca th trng Chu u v nht l th trng trong nc. Ban gim c cng ty Afiex rt tm c th trng ni a, cho rng chnh th trng ni a s khng nh thng hiu ca Cng ty; do Cng ty sn sng chu l u t thng hiu. m rng mng li tiu th ni a, cng ty Afiex lp hn mt b phn tip th chm lo th trng ni a; xy dng c kho lnh c sc cha 500 tn; tin hnh h tr trn 20 triu cho cc i l cp mt ca Cng ty trn ton quc thc hin bng hiu, hnh nh qung co sn phm; ng thi trang b cho cc i l kho tr lnh t 5 - 10 tn v t lnh tr hng. Hin nay, Cng ty

Afiex m c hai tng i l H Ni v TP H Ch Minh v 3 im phn phi BSCL, 32 im ti cc tnh pha Bc, 5 im ti cc tnh min Trung v Ty Nguyn. Sn lng tiu th bnh qun nm 2004 ca Afiex khong 20 tn/thng, tng 15% so vi nm 2003. Th phn xut khu ca Cng ty chim khong 5% trn c nc; th phn ni a ca Cng ty chim khong 10%( ch yu l a bn H Ni) v mc tiu l s nng cao t l ny ln n 30%. Th mnh ca cng ty ny l kh nng nghin cu pht trin sn phm mi; kh nng qun l ngun nguyn liu tt, c nh my thc n thy sn hng u, s dng thit b v cng ngh tin tin, m bo c cc tiu chun v sinh cng nghip trong ch bin, iu kin pht trin ngun lc hin ti, to nn v th cao ca mnh trong th trng. Hn ch ca cng ty ny l mng li phn phi sn phm, c bit l th trng nc ngoi yu. Nhm ci thin h thng phn phi cn yu km, Cng ty thc hin chin dch phn phi "vt du loang", c ngha l s cho xy dng tng h thng phn phi cho tng khu vc v cm kinh t trng im. Mt khc, Cng ty cha c phn ha c, nn phi chu mt khon thu thu nhp kh cao, cng sut ch bin ca Cng ty thp hn nhiu so vi cc i th cnh tranh ch yu (khi u l 2000 tn sn phm/nm v nng ln 5000 - 6000 tn/nm). Cng ty c phn Cafatex: Cng ty Cafatex l n v dn u Thnh ph Cn Th v doanh s v kim ngch xut khu t nm 1994 n nay, v 3 nm lin tc (1997-1999) v li nhun, tng thu nhp v l n v hng u trong cc doanh nghip ch bin xut khu thy sn ca c nc, chim 6,5% th phn xut khu trn c nc vi nh my ch bin cng sut ln (30.000 tn/nm bao gm c tm v c tra, basa) nhng vn cha i vo hot ng n nh. Hng i thc ti ca cng ty ny l pht trin nhng sn phm tinh ch c gi tr cao nhm y mnh xut khu vo cc th trng kh tnh, c yu cu cao nh EU, M v Nht Bn. Cng ty Cafatex cng l cng ty xut khu thy sn u tin c cp chng nhn cht lng ca SGS, cng vi cc tiu chun HACCP, ISO

9001:2000, Cng ty c th giao dch thng vi cc nh phn phi m khng cn thng cn thng qua trung gian cc nh nhp khu. ng thi, Cng ty cng rt t ho v i ng lao ng ca mnh c trnh v cht lng lm vic cao t khu sn xut n qung b sn phm. T l lao ng gii hng nm ca Cng ty u chim t l cao. Cng ty rt quan tm o to tay ngh v i sng ca cn b - cng nhn vin ca mnh: cng nhn (c thng xuyn v thi v) c o to chu o thng qua cc lp o to c m, km cp tay ngh v c thu chuyn gia cng ngh thc phm c kinh nghim ca nc ngoi nh M, Nht Bn n ging dy, hun luyn; ng thi quan tm n vic gio dc thc t chu trch nhim ca mi c nhn, gio dc thc vn ha trong thng mi mi thnh vin trong Cng ty u c th t ho v nhn hiu Cafatex. Th mnh ca Cng ty l thc hin u t chiu su hiu qu, c tnh ton cht ch; bm st th trng; cng ngh sn xut hin i, tnh t ng ha trong sn xut cao v c qui m sn xut ln khng thua km vi nhng nh my ch bin thy sn c ln ca Thi Lan, Innxia... T trng sn phm gi tr gia tng cng chim t trng ngy cng cao trong t trng sn phm sn xut ca Cng ty (65 - 80%) Hn ch ca cng ty Cafatex l khng ch trng pht trin th trng ni a v cng ging nh cc Cng ty ch bin thy sn khc, cng ty Cafatex cha kh nng n nh ngun nguyn liu ca mnh hon ton. c nguyn liu cho ch bin, Cng ty tip tc y mnh thu mua trc tip t cc h nng ng dn v cc nh cung cp; y mnh hp tc vi cc doanh nghip ch bin thy sn khc c thm nguyn liu. Cng ty Cataco hin nay chim 14,2% th phn xut khu trn c nc v ang c nh my ch bin vi cng sut 12.000 tn/nm i vo hot ng n nh. Hn ch ca cng ty Cataco vn l cha bnh n v ngun nguyn liu hon ton. Vi cng sut ch bin khong 100 tn/ngy, Cng ty phi tin hnh thu mua nguyn liu trong v cc tnh bn thuc BSCL. Hin nay, cng ty Cataco

ang y mnh thc hin chng trnh h tr vn, k thut cho ngi nui c, nhm tng bc n nh nguyn liu sn xut. u th ca Cng ty l thc n thy sn. Trong nm 2004, Cng ty tp trung ci tin h thng chun ha thc n; u t khong 1 triu USD lp t lp t hon thin a h thng sn xut thc n chn nui cho c cng sut 10.000 tn/nm vo hot ng. X nghip thc n chn nui Cataco khng ch phc v nhu cu Thnh ph Cn Th m cn cung ng cho th trng cc tnh BSCL, TP H Ch Minh v mt s tnh min Trung. Ngay c trn th trng quc t, Cng ty vn phi cnh tranh vi nhiu cng ty ca cc quc gia khc nhau trong ngnh; c bit l cc cng ty bn a ca cc nc nhp khu. Mc d mc cnh tranh vi cc cng ty ny khng gay gt, do sn phm ch o ca h khng phi ch bin t c tra - c basa, nhng ngc li h c s h tr mnh m ca chnh quyn nc mnh. Nn khi Cng ty khng cnh gic vi cc i th ny, h c th tn dng u th to kh khn cho Cng ty, thm ch c th ph v v th cnh tranh ca Cng ty th trng s ti nh v kin bn ph gi c tra - c basa v tm th trng M trong cc nm qua. y cng l bi hc kinh nghim qu bu i vi ngnh thy sn ni chung v Cng ty Agifish ni ring trong cng cuc m rng quy m th trng quc t. Tuy nhin, xt trn bnh din chung, cng ty Agifish hin vn l mt trong cc doanh nghip ng u c nc v sn lng v kim ngch xut khu c Tra, c Basa fillet ng lnh. i vi cc doanh nghip xut khu thy hi sn, Agifish nm trong s nhng doanh nghip hng u. Li th cnh tranh ca Cng ty l kinh nghim lu nm; thng tho v mt hng thy sn; phn no n nh c ngun nguyn liu u vo; c trang thit b my mc hin i vi cng sut ln, ngun vn c phn n nh v quan trng l to c mi quan h i tc vi nhiu khch hng ln trn th gii. Do vy, sc p ca cc i th cnh tranh i vi Cng ty tuy mnh m nhng vi nng lc ca mnh, Cng ty vn gi vng c v th cao trn c th trng ni a v quc t; ng thi sc

p ny cng to ng lc cho Cng ty n lc phn u hon thin bn thn tt hn na.

Bng 5: Matrnhnh nhcnh tranhMc quan trng 0,10 0,10 0,08 0,05 0,10 0,06 0,10 0,08 0,10 0,08 0,05 0,10 1,00 Cng ty Agifish S Phn im loi 4 3 2 3 2 3 2 3 2 3 3 4 Cng ty Navico S Phn loi im 4 4 2 1 2 1 3 3 4 3 4 2 Cng ty Cng ty Afiex Cafatex S S Phn Phn loi im loi imquan trng

Cc yu t

quan trng

quan trng

quan trng

Cht lng sn phm cao Ti chnh mnh, kh nng huy ng vn cao Thng hiu xut khu Thng hiu ni a H thng phn phi xut khu H thng phn phi ni a Ngun nguyn liu khng n nh Kh nng R& D tt Qun tr nhn s Trang thit b hin i, kh nng tip thu khoa hc - cng ngh tt Quy m sn xut ln Kh nng i ph vi chnh sch bo h mu dch cc nc nhp khu Tng cng

0,40 0,30 0,16 0,15 0,20 0,18 0,20 0,24 0,20 0,24 0,15 0,40 2,82

0,40 0,40 0,16 0,05 0,20 0,06 0,30 0,24 0,40 0,24 0,20 0,20 2,85

3 2 2 3 2 2 2 3 3 3 2 3

0,30 0,20 0,16 0,15 0,20 0,12 0,20 0,24 0,30 0,24 0,10 0,30 2,51

3 4 2 1 2 1 1 3 4 3 3 3

0,30 0,40 0,16 0,05 0,20 0,06 0,10 0,24 0,40 0,24 0,15 0,30 2,60

(Tc gi t thc hin) Kt lun: Tng s im quan trng cho thy kh nng cnh tranh tng ng ca mi Cng ty. Da vo ma trn hnh nh cnh tranh trn, ta c th thy kh nng cnh tranh gia cc Cng ty u trn mc trung bnh v khng chnh lch nhau qu ln. Kh nng phn ng ca tng Cng ty i vi mi yu t khng ng u. Cng ty Agifish v Cng ty Afiex c thng hiu hng ha v h thng phn phi ni a kh mnh trong khi Cng ty Navico v Cng ty Cafatex li khng bn hng ni a. Kh nng ti chnh ca Cng ty Agifish l kh mnh nhng Cng ty Navico v Cafatex cn c ngun vn ln hn. Kh nng qun tr nhn s ca Cng ty Agifish km hn cc i th ca mnh. Chnh v th nn sc p ca cc i th cnh i vi Cng ty l rt ln.

2.3.4. Sn phm thay thThc phm l mt mt hng ph bin v c nhiu sn phm thay th. Sc p ca sn phm thay th i vi Cng ty l thng xuyn v lin tc v mang tnh hai chiu. Nu Cng ty khng duy tr c v th ca mnh th sn phm ca Cng ty hon hon c th b thay th bi cc thc phm khc c tha mn khch hng cao hn v ngc li. Cc sn phm thay th ch yu i vi sn phm ca Cng ty l cc mt hng thy sn khc, khng phi th mnh ca Cng ty nh c ng, c r phi, cc loi hi sn v c bit l cc sn phm ng lnh ch bin t tm. Ta c th thy, thu nhp ca ngi tiu dng hin ti l mt yu t quan trng tc ng ln kh nng b thay th sn phm ca Cng ty do n c tc ng trc tip n nhu cu ca h. Khi thu nhp c nng cao th nhu cu thc phm ca ngi dn cng s i hi cao hn v mt cht lng v h cng c iu kin la chn cc loi thc phm tt hn trc. Nu cc sn phm ch bin t nguyn liu c tra - c basa ca cc Cng ty p ng c nhu cu ca khch hng, h d dng chuyn hng sang tiu dng cc mt hng khc nh: cc loi sn phm ti sng; cc sn phm hp hay ng lnh ch bin t gia sc (g, vt...), gia cm (b, ln..) nu h thch. Hoc khi iu kin kinh t gp kh khn hn, thu nhp gim xung hay gi c vt dng leo thang, ngi tiu dng s chuyn sang tiu dng

nhng loi thc phm c gi tr thp hn sn phm ca Cng ty. Trong cc trng hp trn, kh nng sn phm ca Cng ty b thay th l kh cao, v

cng cao hn nu yu t pht trin sn phm ca Cng ty khng theo kp s thay i nhu cu ca khch hng. Nh trnh by, mt hng tm ng lnh l sn phm thay th to nn sc p ln i vi sn phm c tra, c basa ca Cng ty, nht l th trng xut khu. Tuy mt hng tm Vit Nam cng b kin bn ph gi nhng mc thu chng ph gi tng i thp hn so vi cc nc khc, cc doanh nghip li khng phi chu thu hi t nn sn phm tm vn c nhiu u th pht trin trn th trng M hn c da trn. Cho n hin nay, tm vn l mt hng ng u trong c cu thy sn ch bin xut khu ca Vit Nam v sc p thay th ca mt hng ny ln sn phm ca Cng ty vn kh cao. Bn cnh , gia cm vn cng l mt sn phm thay th ca Cng ty v ngc li. Do , dch cm gia cm din ra nc ta t nm 2003 v tip tc c din bin phc n hin nay to c hi cho Cng ty Agifish pht trin sn phm ca mnh. Bi v gia cm vn l ngun thc phm thng dng v c a chung ca ngi dn Vit Nam, dch cm bng n s khin ngi dn phi thay i thi quen tiu dng, tm ngun thc phm mi thay th. Khi , sn phm ca Cng ty vn tng i mi l v hp dn vi ngi dn, mt khc li b nh hng ca kt qu v tranh chp chng ph gi v ang tm cch quay li thm nhp th trng ni a, s kin trn chnh l c hi Cng ty khai thc th trng ni a (vo thi gian vn cn mi m v y tim nng). Nhn chung, cc sn phm thay th to nn sc p c th lm hn ch tim nng li nhun ca ngnh cng nghip ch bin thy sn ni chung v cc sn phm ch yu cng ty Agifish ni ring. Nu khng c s quan tm ng mc i vi cc sn phm thay th hin ti v tim n, Cng ty c th b chim mt th phn tiu th hay b tt hu so vi cc i th cnh tranh ca mnh. Ngc li, sc p ca sn phm thay th cng c th tc ng tch cc n Cng ty trong vic to p lc cnh tranh phn u nng cao cht tha mn v sn phm ca Cng ty. Hin ti, vi cc sn phm ang c a chung ca mnh th sc p t cc sn phm i vi Cng ty cha phi l mt tr ngi qu ln lao. D vy, Cng ty vn lun khng ngng nghin cu kim tra cc sn phm cnh tranh

hin ti v tim n lun c cc gii php hiu qu phc v chin lc pht trin ca Cng ty.

2.3.5. i th tim nHin nay, qua cc v kin, mt hng thy sn Vit Nam tr nn ni ting trn c th trng quc t cng ni a, th trng tiu th ca mt hng thy sn ang ngy cng m rng, nhu cu th trng dn tng ln trong khi kh nng cung ng ca cc doanh nghip trong nc n nay vn cha tha mn nhu cu hin ti. Mt khc, ngnh nui trng v ch bin thy sn ang c nh nc quan tm pht trin v ngun nguyn liu thy sn u vo ang c tng ln c v s lng ln cht lng. Theo , c th thy, ngnh cng nghip ch bin thy sn l mt ngnh c nhiu tim nng pht trin v tim nng li nhun, trong khi hng ro hp php ngn cn s xm nhp ca cc doanh nghip hin ti trong ngnh li thp, nn kh nng xm nhp th trng ca cc doanh nghip mi hay chuyn hng kinh doanh vo lnh vc cng nghip ch bin thy sn l kh d dng. V vy, cc doanh nghip, cng ty mong mun tham gia vo lnh vc ny ngy cng nhiu v cc doanh nghip, cng ty chnh l i th tim n ca cng ty Agifish. Cng nh i th cnh tranh, cc i th mi tham gia kinh doanh trong ngnh cng c th l yu t lm gim li nhun ca doanh nghip. Bi v cc t chc ny do c thnh lp sau nn c th k tha v hc hi kinh nghim ca cc doanh nghip i trc m cng ty Agifish l mt trong nhng doanh nghip hng u trong lnh vc ny; mt khc do h c th a vo khai thc cc nng lc sn xut mi, hay dng nhiu bin php cnh tranh vi mong mun ginh c th phn cng cc ngun lc cn thit v c th tr thnh i th cnh tranh quan trng ca Cng ty trong tng lai. Mt trong nhng i th tim n quan trng cn quan tm i ph ca ca Cng ty hin nay l Cng ty c phn xut nhp khu thy sn AFA (Afasco). y l cng ty ca nhng ngi trc tip hay gin tip lm ngh nui thy sn hn vn li lp nn, c hnh thnh v i vo hot ng trong nm 2004, c nh

my ch bin thy sn do ng dn chn nui thy sn chung vn xy dng vi cng sut ban u ca nh my hn 70 tn/ngy, d on sau mt thi gian hot ng hon chnh, cng sut ny s tng gp i. Do c n 70% c phiu do hi vin hip hi thy sn An Giang nm gi nn cng ty Afasco rt c Hip hi thy sn An Giang quan tm pht trin v h tr mnh m. Hin nay, th phn v quy m sn xut ca Cng ty cha ln, nhng y li l cng ty do cc ng dn nhng ngi cung cp nguyn liu u vo ca Cng ty lp nn, v vy h c th mnh l hon ton ch ng v n nh trong vic qun l ngun nguyn liu ca mnh. Trong tng lai, khi tr nn ln mnh, cng ty Afasco c th tr thnh i th cnh tranh ln v c kh nng gy sc p v nguyn liu rt mnh nu cng ty Agifish khng ch ng tt ngun nguyn liu. bo v v th cnh tranh ca mnh, cng ty Agifish cn phi to mt ro cn hp php nht nh ngn cn s thm nhp ca cc i th tin n ny. Sc e da ca cc i th tim n mnh hay yu l ty thuc vo tim lc ca Cng ty trong hin ti v tng lai. Nh b dy hot ng lu nm, Cng ty c li th v qui m sn xut ln, sn phm a dng, i ng cng nhn lnh ngh, ngun ti chnh n nh v nhiu kinh nghim cn thit tch ly c trong qu trnh hot ng... Cc nhn t ny c th xem l mt s ro cn ngn cn s xm nhp ca cc i th tim n d hiu lc khng cao. Mt khc, nu Cng ty khng c bin php gi vng cc u th ca mnh th cc chng c th tr thnh mi e da khi cc i th tim n c bin php khai thc hu hiu.

2.4. Phn tch mi trngv m2.4.1. Yu t kinh t2.4.1.1. Quc t Cc d bo v trin vng kinh t th gii 2005 u nhn nh rng, tng trng kinh t ton cu t nh cao chu k vo nm 2004 v s gim nhp trong nm 2005. Cc nc ang pht trin chu tng trng tng i n nh. Tng trng ca khu vc ng s chm li mc 5,9% sau khi t mc k lc 7,1% trong nm qua.

Vo nm 2004, tm l s tht g bnh khin ngi tiu dng Chu u chuyn sang n c nhiu hn, iu ny buc cc nh nhp khu tng lng nhp. Trong khi , gi c nguyn liu li tng, cng vi vic ng euro mnh ln so vi USD nn cng gp phn gip gi c xut khu hi phc v tng ng k. Lin minh chu u tip tc trao Quy ch u i thu quan ph cp (GSP) cho Vit Nam trong nm 2005. y l thun li v c hi i vi nhiu hng thy sn xut khu ca Vit Nam vo th trng ny. Mt khc, tro lu bo h mu dch ang din ra mnh m, lm gia tng cc bin php tr cp, hn ngch, cc ro cn thng mi v phi thng mi mc ngy cng tinh vi hn to khng t kh khn cho cc doanh nghip ch bin v xut khu thy sn Vit Nam. 2.4.1.2. Vit Nam Tc tng trng kinh t ca Vit Nam cc nm qua khng ngng tng ln, t nh cao vo nm 2004, tc tng trng vo nm 2005 theo d bo vn cao hn nm 2004 nhng s gim dn vo cc nm sau. Tuy nhin, theo cc nh gi, Vit Nam vn ng vo hng cc nn kinh t c tc tng trng cao ca khu vc v th gii. Th trng xut khu thy sn cha tht s n nh, ng dn v doanh nghip cn hn ch trong vic nm bt thng tin, vic trin khai thc hin chin lc a dng ha th trng v a dng ha sn phm cn chm, v hin nay th trng tiu th ni a cng cha c cc cng ty ch bin thy sn khai thc trit . Thu nhp ca ngi dn c nh hng quan trng n nhu cu thc phm ca h. Thng thng nu ngi ta c thu nhp cao hn th c khuynh hng tiu dng thc phm nhiu hn, cht lng hn. Do , ta cn xt n mi tng quan gia mc thu nhp bnh qun u ngi v nhu cu tiu dng ca h i vi sn phm ca Cng ty. Theo bng s liu sau, thu nhp bnh qun u ngi mt thng ca ngi dn cc khu vc tiu th ch yu ca Cng ty (khu vc ng Nam B v ng bng sng Cu Long,...) nm 2001 - 2002 cao hn so vi bnh qun thu nhp c

nc. Trong nm 2003- 2004, thu nhp bnh qun 1 ngi 1 thng chung c nc theo gi hin hnh t 484 nghn ng, tng 36% so vi nm 2001-2002. Thu nhp khu vc thnh th v nng thn u tng. Tuy nhin, theo nhn nh hin nay th sn phm ca Cng ty Agifish c gi cao so vi mc thu nhp bnh qun ca ngi dn nn nhu cu v sn phm ca Cng ty th trng ni a vn cn b hn ch.

Bng 6: Thu nhp bnh qun u ngi/thng ca nm 2001 -2002 VT: 1000 VNDChnh lch gia Nhm thu Nhm thu Chung nhm c thu nhp cao nhp thp nhp cao nht so vi nhm nht nht thp nht (ln) 356,8 107,7 877,1 8,1

C NC Phn theo thnh th, nng thn Thnh th (*) Nng thn Phn theo vng ng bng sng Hng ng Bc Ty Bc Bc Trung B Duyn hi Nam trung b Ty Nguyn ng Nam B ng bng sng Cu Long

625,9 274,9 353,3 269,2 195,9 235,5 306,0 239,7 623,0 373,2

185,0 100,5 123,0 97,6 75,0 89,2 113,0 80,4 171,3 122,9

1496,0 598,7 827,5 586,5 447,0 518,7 658,3 543,0 1495,3 877,6

8,1 6,0 6,7 6,0 6,0 5,8 5,8 6,8 8,7 7,1

Ngun: www.vietnamtourist.gov iu kin giao thng vn ti nh hng rt ln n ngnh cng nghip ch bin v xut khu thy sn. iu kin giao thng thun li, n nh th vic phn phi sn phm mi c kh nng hot ng v pht trin. V tnh hnh h thng giao thng vn ti (GTVT), khu vc BSCL c xem c tim nng rt ln. Nu hnh thnh c mt h thng giao thng ng b, lin hon v kt hp c cc hnh thc vn ti s to iu kin thun li cho

pht trin. Nhng r rng kt cu h tng GTVT khu vc BSCL hin vn cn trong tnh trng km. Hng ha xut nhp khu ca Cng ty hin nay yu cu phi vn ti bng tu ln mi hiu qu nn nht thit phi hnh thnh cc cng nc su vn chuyn hng bng container. Trong u t pht trin GTVT, u t cho vn ti thy c xem l u t r nht nhng li c hiu qu nht. Nc ta li c h thng sng ngi chng cht, gip bin ln nn c nhiu li th v giao thng ng thy. Tuy nhin, hin nay, li th ny cha c khai thc tt, h thng giao thng ng thy ca nc ta cn nhiu tr ngi cn khc phc.

2.4.2. Yu t vn ha - x hi - nhn khuLi sng ca ngi dn Vit Nam ni chung v An Giang ni ring rt ci m, chi tiu phng khong. Nht l trong thi i ngy nay, quy trnh cng nghip ha, th ha ang din ra, li sng cng nghip hnh thnh v pht trin th nhu cu v lng thc, thc phm ch bin ngy cng tng cao t l thun vi yu cu v cht lng sn phm. Cc sn phm ca Cng ty li a dng, hp dn v tin dng trong thi i cng nghip nn rt ph hp vi xu hng pht trin ny. Tim nng thy sn nc ta vn di do v thy sn l mt trong nhng ngun thc phm lu i ca ngi dn Vit Nam ta. Hin nay, ngi dn Vit Nam tiu th thy sn khong 50% thc phm cha protein. ring v c trung bnh tiu th khong 8 kgs/ngi/nm. Thc phm thy sn tip tc c a chung v giu cht dinh dng nh vitamin A, D, cc axit bo khng no (DHA v EDA), taurin, canxi v cht x tt cho sc khe, ng thi phong ph v chng loi. Ngi tiu dng nhn thc ngy cng cao v mi quan h gia sc khe v dinh dng t thc phm thy sn nn nhu cu cu tiu th thy sn ngy cng tng ln. Trn th gii, T chc lng thc th gii FAQ c tnh nhu cu tiu dng sn phm thy sn bnh qun u ngi l 13,4 kgs/ngi/nm. Mc tiu th thy sn bnh qun u ngi ng v ng Nam kh cao khong 24 kg/ngi v cc nc

cng pht trin th ch s ny cng cao hn na, trung bnh khong l 27 kgs/ngi/nm. (Ngun: NAGA. Vol 26N0 2 -2003) Vi mc tiu th ny, cng vi thu nhp bnh qun u ngi cao, cc quc gia pht trin nh M, cc nc EU, Nht Bn... c iu kin tha mn nhu cu thc phm cn thit v c nhng thc phm nhp khu phong ph, mi l hn m th trng bn x khng c. Sn phm ca Cng ty Agifish c ch bin t loi c c sn ca Vit Nam ph hp vi yu cu nn nhanh chng xm nhp v pht trin sn phm ca mnh trn th trng quc t.

2.4.3. Yu t chnh tr - php lut2.4.3.1. Quc t Nhng thng l, tp tc quc t cng nh rng buc php l ca nc nhp khu u c th tc ng hot ng xut nhp khu ca cc doanh nghip. c bit, sn phm thy sn ch bin ng lnh chu tc ng kht khe v v sinh an ton cht lng, hin nay ton b qui trnh sn xut sn phm ca cng ty Agifish c thc hin theo nhng h thng qun l cht lng ph hp vi yu cu ca nhng th trng xut khu. Tuy nhin, nu c nhng thay i v tiu chun v sinh an ton thc phm ca cc th trng tiu th th s dn ti s xo trn trong sn xut v tng thm chi ph ca Cng ty. T 11/2002 n thng 6/2003, cc Cng ty thuc Hip hi ch tri c nheo M kin doanh nghip Vit Nam bn ph gi c tra, c basa. Sau khi c kt lun ca B thng mi hoa k (USDOC), cc doanh nghip Vit Nam thua kin, th trng M tr nn kh khn i vi cc doanh nghip xut khu cc sn phm c tra - c basa Vit v gi tng cao do b p t thu chng ph gi. Di nh hng ca v kin ny, cc doanh nghip ch bin v xut khu thy sn phi hn ch xut khu sang th trng M, tin hnh iu chnh c cu xut khu ca mnh sang hng m rng cc th trng khc, Cng ty Agifish cng khng ngoi l. Tuy nhin, v kin cng l tc nhn ch yu gip cc cng ty cnh tnh, ch pht trin th trng ni a vi hn 80 triu dn vn cn b b ng. 2.4.3.2. Vit Nam

Vit Nam c mi quan h hp tc vi gn 200 quc gia trn th gii, iu ny thun li cho cc doanh nghip ch bin thy sn Vit Nam pht trin kinh doanh sang th trng cc nc khi c c hi. Trong nc, kinh t thy sn c xc nh l ngnh mi nhn chin lc trong nhng nm sp ti, do vy s c trung ng quan tm u t pht trin mnh m hn trc. Chnh ph c nhiu bin php nhm khuyn khch v to s thng thong cho hot ng xut khu ca cc doanh nghip ni chung v Agifish ni ring. Cng tc xc tin thng mi c tng cng vi nhiu chnh sch mi, h tr cho cc doanh nghip tm kim th trng. B Ti chnh, B K hoch v u t, B Thng mi v Ngn hng Nh nc s tng h tr ngn sch cho khuyn ng v pht trin th trng i vi c tra, basa. D vy, thc t vn cn tn ti nhiu quy nh, th tc hnh chnh, c bit l trong lnh vc hi quan phc tp nh hng khng nh ti hot ng kinh doanh ca Cng ty. Bn cnh , s n nh ca h thng vn bn php l cha cao l mt yu t khng d on trc c tc ng tiu cc ln hot ng sn xut kinh doanh ca Cng ty. khc phc, chnh ph ang tin hnh xy dng mt h thng vn bn php l thng nht v n nh nhm to mt mi trng php l vng chc v thng thong cho cc ng dn v cc doanh nghip pht trin. Di s tr gip ca Chnh ph Vng quc Nauy, d n Xy dng Lut Thy sn Vit Nam v cc vn bn di lut ang c tin hnh thun li vi mc ch l Gp phn ci thin mi trng php l v tng cng nng lc th ch nhm qun l v pht trin ngnh Thy sn Vit Nam. (Ngun: VASEP) trnh c nhng vng mc v lut php thng mi quc t, ng thi y mnh thng hiu c tra - c basa Vit Nam, ngnh thy sn tin hnh la chn mt thng hiu chung cho sn phm c tra - c basa cht lng cao ca VN v thng nht thng hiu Top Quality Pangasius from Viet Nam. Mt khc, ngnh thng nht mt k hoch hnh ng cht lng v thng hiu cho c tra, basa Vit Nam.

Va qua, B thy sn chnh thc cng b danh mc cc loi khng sinh, ha cht c php s dng thay th cho cc loi b cm. To c s cho cc doanh nghip trong ngnh m bo yu cu an ton, v sinh thc phm trong sn xut v ch bin thy sn. ng thi, B chnh thc ngh thm 53 doanh nghip c php xut khu vo EU, nng tng s doanh nghip Vit Nam c php xut khu vo EU l 153 doanh nghip trong khi th trng EU l th trng ln, chim t trng cao trong c cu xut khu hin nay, nn nhiu doanh nghip tham gia s to th thch ln cho Cng ty ni ring v cc doanh nghip Vit Nam ni chung. Trong thi gian v kin bn ph gi c da trn din ra, Chnh ph a ra mt s liu php tc thi, nh tr gip vn cho cc cng ty mua gom c ca nng dn, bo m gi trn nng dn b thit thi; h tr li sut cc doanh nghip ch bin v xut khu tm tr c trong thi gian 1 nm, nhm gii quyt lng c d tha trong nng dn v gip cc doanh nghip pht trin th trng. Cc chnh sch ny phn no gip Cng ty vt qua kh khn do b tc ng ca v kin. Cc chnh sch u i dnh ring cho Cng ty Agifish - c min thu thu nhp trong hai nm k t khi c phn ha (28/6/2001) v gim 50% trong 04 nm tip theo. - c gim 50% thu thu nhp trong hai nm k t khi nim yt c phiu (2/5/2002). - Thu xut khu thy sn ng lnh l 0%

2.4.4. Yu t t nhiniu kin t nhin gi mt vai tr quan trng hnh thnh kh nng cnh tranh ca cc cng ty. Trong lnh vc sn xut v ch bin thy sn, yu t ny cng tr nn quan trng hn khi m ngun nguyn liu ch yu ca ngnh - thy sn ph thuc rt ln vo mi trng t nhin v vn lu thng hng ha cng ph thuc khng t vo tim nng giao thng ca khu vc. Cng ty no c c

u th v ti nguyn thy sn th c th thy tim nng v nguyn liu rng m v c nhiu c hi khai thc v tn dng u th cnh tranh. Nhn theo a hnh c nc, An Giang l mt tnh tri di v hng ng, dc theo hai con sng ln nht ca Nam B - Hu Giang v Tin Giang, hai chi lu ch yu ca sng M Kng. T l c lao ca An Giang cng khng thp trong din tch chung ca ton tnh... Trn tn dng iu kin a l t nhin y, An Giang tr thnh ni khin cc nh sn xut c nheo ca M phi ganh t, l lng b trn sng cho sn lng ln, cht lng c ngon, l mi tin phong i vo th trng xut khu vi nm gn y. An Giang c cc sng ln chy qua, nhiu knh rch t nhin ri rc khp a bn ca tnh to nn mt h thng giao thng thy li kh chng cht. Cc con kinh dc, ngang, xut hin rt sm t khi BSCL mi khai ph tr thnh ng thy giao thng huyt mch, rt thun li cho giao thng v vn chuyn hng ha. y l mt trong nhng tin qua trng khai thc ti nguyn thy sn v pht trin sn xut ca Cng ty. Trn a bn tnh An Giang cn c cc h t nhin vn l du tch cn st li ca qu trnh sng - bin to lp chu th sng M Kng. Hin ti cc h ny c khai thc ch yu l ngun thy sn t nhin, trong tng lai s c quy hoch, ci to lng h v b h c kh nng iu chnh v khng ch c dng chy kit - dng chy l v nui trng c thy sn. Tuy nhin, bn cnh nhng mt thun li, do An Giang nm vo v tr trung tm ca h lu lu vc sng M Kng li c h thng sng ngi v knh rch chng cht nn b tc ng y ca cc qu trnh thy vn nh dng chy l, chy trn, ngp lt, dng chy kit, t mn v phn, st l t b sng gy thit hi khng t v c s h tng v nh hng xu n giao thng ng thy vo cc ma ny. ng thi iu kin kh hu thay i cng c th lm nh hng ng k n s lng v cht lng ngun c sinh sng - ngun nguyn liu ca Cng ty. Kh hu, thy vn ca An Giang rt thun li cho vic pht trin ngun ti nguyn thy sn. Ch nhit, nng v bc x to iu kin cho qun th sinh

vt sinh trng nhanh, to sinh khi ln. Ch ma vi tr lng ln mang li ngun m phong ph, ngun Oxy ln khuych tn vo thy vc, gip qu trnh sinh sn ca cc loi c, tm din ra thun li hn. Tuy cn nhng mt hn ch, nhng nhn chung, iu kin t nhin ca An Giang thun li cho nui trng thy sn pht trin, to ngun nguyn liu di do v phong ph cho ngnh cng nghip ch bin thy sn ni chung v cng ty Agifish ni ring.

2.4.5. Yu t khoa hc - cng nghTrnh khoa hc - cng ngh ca Vit Nam ta ni chung vn cn yu km. Trnh dn tr hin ti vn cn thp nhng hm lng tri thc trong lao ng ang dn dn c ci thin. Mt khc, khoa hc - k thut vn ang c nghin cu pht trin v tin b khng ngng, ngy cng c s dng ngy cng rng ri hn. Hin nay, cng nghip ch bin thy sn ng lnh ca tnh c trnh cng ngh tng i hin i v ng b so vi cc tnh BSCL. Quy trnh ch bin thy sn ti nguyn con v ch bin cc loi phi-l kt hp gia th cng v mt phn t ng ha; cc cng on u c thc hin bng tay, tr cc cng on cp ng. Thit b cp ng c ngun gc t Nht Bn, M, an Mch v phn ln l t ng tip xc, ch c mt t ng gi chim 10, 46% nng lc sn xut. Gn y, thit b sn xut tuyt c Vin C hc ng dng TP H Ch Minh, thuc Vin Khoa hc v Cng ngh Vit Nam ch to thnh cng, phc v vic bo qun thy sn, vi gi thnh ch bng 50%-60% so vi my nhp ngoi. Vi kt cu gn nh, cng sut t 2,5 tn kh/ngy, thit b ny c th t trn tu sn xut phc v vic p c trong cc chuyn i bin di ngy m vn m bo c yu cu kht khe v v sinh an ton thc phm, phc v cho vic nng cao cht lng sn phm xut khu. Trong lnh vc nui trng thy sn, k thut nui ang c s ci tin ln nhm mang li hiu qu cao hn trc v m hnh nui c hm vi mt dy, bm, ht nc hng ngy to mi trng thng thong; nng sut sn sut ging

trong tnh hin nay l kh ln, kh nng cung ng cho quy m nui trng hin

ti,... Nhng yu t trn s gp phn lm gia tng nng sut, sn lng v p ng ngy cng tt khu cung cp nguyn liu cho cc doanh nghip, cng ty ch bin thy sn.

Bng 7: Matrnnh gicc yu tbnngoi (EFE) Cc nhn t bn ngoiChnh sch bo h mu dch ca cc nc nhp khu mnh, yu cu tiu chun cht lng sn phm cao Tim nng thy sn di do, nhiu iu kin pht trin v thy sn l nhu cu thc phm ln ca con ngi Thu nhp bnh qun ca cc nc nhp khu cao, c iu kin gia tng tiu th sn phm Cng ty Mng li giao thng trong a bn cn yu km Mi quan h hp tc rng ri vi nhiu nc trn th gii; th trng xut khu cn nhiu tim nng pht trin Chnh ph quan tm, y mnh ngnh nui trng v ch bin thy sn; c chnh sch u i ring i vi Cng ty nh hng ca v kin bn ph gi c da trn ln Cng ty S phc tp ca cc th tc hi quan, h thng vn bn php l v ngnh thy sn cha n nh Thng hiu thy sn c tin hnh thng nht Trnh khoa hc cng ngh ca Vit Nam cn yu km Khoa hc cng ngh tin b khng ngng, cc thit b sn xut tin tin c ch to Tng cng

Mc quan trng 0,15 0,10 0,10 0,10 0,05 0,05 0,15 0,10 0,05 0,10 0,05 1,00

Phn loi 4 2 2 2 3 2 4 1 3 2 3

S im quan trng 0,60 0,20 0,20 0,20 0,15 0,10 0,60 0,10 0,15 0,20 0,15 2,65

(Tc gi t thc hin) Kt lun: Tng s im quan trng ca Cng ty l 2,65 cho thy hiu qu cc chin lc ca cng ty Agifish l kh tt i vi cc yu t bn ngoi. Chin lc kinh doanh hin ti ca Cng ty th hin hiu ng tt i vi cc ro cn thng mi v nhng yu cu v tiu chun cht lng cao ca cc nc xut khu. Cng ty bit tn dng cc chnh sch ca chnh ph v nhu cu tiu dng thy sn ang m rng y mnh xut khu; ng thi c c gng hin i ha trang thit b sn xut v nm bt kp thi cc tin b khoa hc k thut ca ngnh thy sn nc ta...

ChngIII

XY DNGCHINLCCHOCNGTY3.1. Xydngccmc tiu ca Cngty n nm 2010 3.1.1. Cn c xc nh mc tiuNgnh nui trng v ch bin thy sn vn c xem l ngnh mi nhn ca tnh An Giang v c chnh ph quan tm pht trin. Phong tro nui c tra, c basa vn tip tc ln mnh v theo d bo c xu hng tng trong thi gian ti. Mc tiu ca B Thy sn n nm 2010, tng sn lng thy sn t 1.000.000 tn. Ch s ny c thay i theo xu hng thp hn, v theo nghin cu, nu nh nui trng thy sn pht trin qua nhanh th nguy c dch bnh s gia tng v gy nh hng xu n mi trng sinh thi. Hin nay, th trng nguyn liu nc ta cha c t chc, kh nng cung cp nguyn liu cht lng cao v s n nh v s lng cho ch bin cn yu km, mt cn i gia sn lng, cht lng, c cu v phng thc cung ng. Ngnh thy sn nc ta cha to c s ng b gia vng nguyn liu v ch bin, t t chc sn xut, thu gom n tiu th.

Kh nng cung ng ca cc Cng ty cha p ng nhu cu th trng trong hin ti. Trong khi , nhu cu tiu dng thy sn trn th gii vn tip tc tng ln tng ln, nhiu th trng tim nng cn khai thc. Uy tn ca thy sn Vit Nam ngy cng tng trn th trng th gii. Cng sut ch bin ca Cng ty hin nay khong 45.000 - 50.000 tn/nm. Cng ty vn ang tp trung u t pht trin theo chiu su nhm nng cao trnh khoa hc cng ngh, nng cao hiu qu sn xut, nhm tng cng sut ch bin v gip cng ty hot ng hiu qu hn.

3.1.2. Mc tiu ca Cng ty n nm 2010To c v th cnh tranh vng chc th trng trong nc v trn trng quc t. Xy dng c mt mng li knh phn phi hp l ca Cng ty th trng nc ngoi. Hon thin quy trnh sn xut khp kn; nng cp c c vt cht - k thut m bo cho yu cu pht trin sn xut v a vo khai thc s dng c hiu qu, nng cng sut ch bin ln 200 tn/ngy. n nh v m rng th trng; to c "th chn vc" (M - chu u chu ); gi vng thng hiu hng u ni a v xy dng thng hiu trn trng quc t. Phn u t tc t tng trng li nhun bnh qun t 10% mi nm. Nu ly nm 2004 lm nm c s tnh ton, tin hnh d bo theo phng php bnh qun s hc, ta xc nh cc mc tiu s lng, doanh thu v li nhun nm 2010 nh sau: Bng 8: S liu cn phn tchCh tiu 1. Sn lng 2. Tng doanh thu 3. Li nhun 4. T l tng li nhun bnh qun k vng n v tnh Tn T ng T ng % 2001 8.300 385,529 20,004 2002 10.535 533,093 24,475 10 2003 10.600 494,580 22,233 2004 15.550 888,125 20,681

(Tc gi t thc hin) Lng tng Sn lng tiu th bnh qun nm: (15.550 - 8.300)/3 =

= 2417 (tn) Lng tng Doanh thu tiu th bnh qun nm: (888,125 - 385,529)/3 = 167,53 (t ng) Sn lng tiu th nm 2010: Lng tng sn lng bnh qun nm + (th t nm c tnh x sn lng tiu th nm gc) = 15.550 + 6 x 2.417= 30.050 (tn) Doanh thu tiu th nm 2010: Lng tng doanh thu bnh qun nm + (th t nm c tnh x doanh thu tiu th nm gc) = 888,125 + 6 x 167,53 = 1.893,32 (t ng) Li nhun k vng: Nm 2005: 20,681 x (1 + 10%) = 22,749 Nm 2006: 22,749 x (1 + 10%) = 25,024 Nm 2007: 25,024 x (1 + 10%) = 27,526 Nm 2008: 27,526 x (1 + 10%) = 30,279 Nm 2009: 30,279 x (1 + 10%) = 33,307 Nm 2010: 33,307 x (1 + 10%) = 36,638 Vy mc tiu li nhun nm 2010 l 36,638 t ng.

3.2. Xydngccchin lc 3.2.1 Ma trn SWOT

Bng 9: Ma trn SWOT

3.2.2. Phn tch chin lc Opht trin ca nh nc O2. Tim nng thy sn nc ta di do v y l ngun thc phm c a chung trn th gii O3. Nhu cu tiu dng ang tng v c nhiu th trng tim nng O4. Th trng pht trin n nh, c cu th trng hi ha O5. Khoa hc - cng ngh ang pht trin khng ngng

Tkhng n nh T2. Chnh sch bo h mu dch mnh, yu cu tiu chun cht lng, an ton thc phm cao T3. Sc p t cc i th cnh tranh ln T4. Th tc xut - nhp khu cha thng thong

O1. Chnh sch khuyn khch T1. Ngun nguyn liu

MA TRN SWOT

SS1. Sn phm t tiu chun cht lng cao S2. Thng hiu sn phm th trng ni a mnh S3. Ti chnh mnh, kh nng huy ng vn cao S4. Hot ng nghin cu v pht trin mnh S5. Hot ng Marketing mnh

SOS3S4O2O3. Chin lc pht trin sn phm S1S5O4. Chin lc thm nhp th trng ni a S3O3. Chin lc pht trin th trng

STS3T3. Chin lc mua li doanh nghip khc (lin kt theo chiu ngang) S3T2T3. Chin lc u t pht trin sn xut theo chiu su

WW1. H thng phn phi th trng nc ngoi yu W2. Qun tr nhn s yu W3. Cha ch ng hon ton v nguyn liu W4. Kh nng d bo v thu thp thng tin th trng km

WO

WT

W1O3. Chin lc pht trin W3T1. Chin lc m h thng knh phn phi (lin bo ngun nguyn kt xui) liu cho dy chuyn sn W3O2. Chin lc a dng xut khp kn (lin kt ha sn phm ngc) W2T3. Chin lc chuyn mn ha sn xut (thu hp hot ng)

3.2.2.1. Chin lc SO: im mnh - c hi a) Chin lc kt hp gia S3S4 v O2O3 - Chin lc pht trin snphm

i vi mt hng thc phm, th hiu ca khch hng thay i rt nhanh. Do , bn cnh vic nng cao cht lng sn phm, Cng ty cn khng ngng

nghin cu pht trin, ci tin cc sn phm hin c ca mnh theo hng cc sn phm tinh ch cht lng cao ngy cng chim t trng ln trong c cu sn phm ca Cng ty. Cng ty s s dng ngun ti chnh mnh v kh nng nghin cu pht trin tt ca mnh ci tin hoc sa i cc sn phm, dch v hin c nhm tn dng tim nng thy sn ca nc ta rt di do v nhu cu tiu dng thy sn vn khng ngng tng lnb) Chin lc kt hp gia S1S5 vi O4 - chin lc thm nhp th trng ni a

Vi im mnh v sn phm t cht lng cao v hot ng Marketing c quan tm pht trin, cng ty c th s dng chng nhm y mnh thc hin xm nhp vo th trng ni a cn nhiu tim nng pht trin, vi tc pht trin n nh. Theo chin lc ny, Cng ty s n lc tip th nhm tm kim th phn tng ln cho sn phm v dch v hin c ca Cng ty th trng ni a vn ang c khai thc. c) Chin lc kt hp gia S3 vi O3 - Chin lc pht trin th trng Hin nay, nhu cu tiu dng sn phm thy sn trn th gii ang tng ln. Ngoi cc th trng truyn thng hin nay, th trng xut khu vn cn nhiu th trng tim nng cha khai ph. Do , vi kh nng ti chnh mnh, nh hng pht trin ca Cng ty sp ti l bn cnh vic cng c th trng truyn thng, Cng ty s tch cc pht trin th trng mi. y, Chin lc pht trin th trng c th hiu l thc hin a cc sn phm, dch v m Cng ty hin c vo cc th trng tiu th mi. Kt lun: nhm chin lc ny, Cng ty c th la chn thc hin cc chin lc: "pht trin sn phm", "thm nhp th trng ni a" v "pht trin th trng" nhm pht huy mt s im mnh ca mnh c kh nng tn tn dng tt hn cc c hi bn ngoi. 3.2.2.2. Chin lc ST: im mnh - thch thca) Chin lc kt hp gia S3 vi T3 - Chin lc mua li x nghip khc (lin kt theo chiu ngang)

Thc hin chin lc ny tc l Cng ty vn da vo th mnh ti chnh s tin hnh mua li cc nh my/x nghip ch bin ca i th. Cng ty c th la chn mua x nghip ch bin hin ang yu km v nhng k nng m Cng ty c th mnh; ri sau Cng ty s tin hnh chn chnh, t chc nng cp nh my theo nh hng ca mnh. Chin lc ny gip Cng ty m rng quy m sn xut, tng cng sut ch bin sn phm nhm lm gim sc p ca cc i th cnh c quy m sn xut ln. b) Chin lc kt hp gia S3 v T2T3 - chin lc u t pht trin snxut theo chiu su

Hin nay, vn nng cp, ci tin cc n v sn xut, ch bin ca Cng ty l rt cp thit. Cng ty c th tn dng u th kh nng huy ng vn mnh u t nng cp cc n v sn xut ca mnh, nhm nng cao kh nng cung ng sn phm ca Cng ty c v s lng ln cht lng, to ra u th cnh tranh vt tri so vi i th, ng thi v vt qua c cc ro cn tiu chun cht lng cng hng ro mu dch ca cc nc xut khu ngy cng gt gao hn. Kt lun: Vi iu kin hin nay, Cng ty c th thc hin mt trong cc chin lc "mua li x nghip" v chin lc "u t pht trin theo chiu su" nhm pht huy cc th mnh ca mnh hn ch cc mi nguy c bn ngoi. 3.2.2.3. Chin lc WO: im yu - c hia) Chin lc kt hp gia W1 v O3 - Chin lc pht trin h thng knh phn phi (lin kt xui)

H thng knh phn phi hin ti ca Cng ty theo nh gi l kh yu. c bit l th trng xut khu, Cng ty hon ton ph thuc vo cc nh phn phi nc ngoi gip tiu th sn phm ca Cng ty. y l mt yu km cn khc phc. Nu xy dng c mt h thng phn phi mnh, sn phm ca Cng ty c kh nng n tn tay ngi tiu dng, Cng ty c kh nng tip cn ngi tiu dng trc tip cao hn. V qua , Cng ty s nm bt c s thch, th hiu, s thay i nhu cu i vi phm v c tnh tiu dng ca h; ng

thi gim bt sc p t cc tng i l phn phi ca mnh v tm c cc gii php tha mn nhu cu khch hng tt hn na.b) Chin lc kt hp gia W3 v O2 - Chin lc a dng ha sn phm

Ngun nguyn liu v c tra - c basa hin nay cha n nh. Bn cnh , cc mt hng thy sn khc nh tm, cua, c ng, c r phi... ang c th gii a chung. Cc mt hng ny to nn sc p thay th ln sn phm c tra - c basa ca Cng ty. Do , nu Cng ty iu chnh c cu nguyn liu sn xut nhm a dng ha cc sn phm ca mnh theo hng s dng cc loi thy sn khc nhiu tim nng, Cng ty s gim c sc p thay th sn phm ch yu v gim c mi lo v ngun nguyn liu ch yu hin nay khng m bo hon ton. Kt lun: Cng ty c th thc hin chin lc "pht trin h thng knh phn phi" hoc chin lc "a dng ha sn phm" hoc thc hin kt hp c hai. Vi nhm chin lc ny nu thc hin Cng ty s khc phc c mt s im yu nhm nng cao nng lc hin ti ca mnh c kh nng tn dng tt hn cc c hi c th c. 3.2.2.4. Chin lc WT: im yu - thch thc a) Chin lc kt hp gia W3 v T1 - Chin lc m bo ngun nguyn liucho dy chuyn sn xut khp kn (lin kt ngc)

Ngun nguyn liu ca Cng ty tuy di do v nhiu tim nng pht trin nhng li mt trnh sn xut thp km. Ng dn chu tc ng ca cc nhn t bn ngoi rt nhiu. Do , ngun nguyn liu sn xut ca Cng ty khng n nh. Cng ty cn ch tm hn na trong vic tm cc gii php khc phc tnh trng ny. Mt mt, chin lc ny gip nng dn nng cao kh nng nhn thc v trnh sn xut, h tr nng dn v vn, k thut, t vn v m bo u ra cho nng dn. Mt khc, Cng ty s c iu kin hon thin quy trnh sn xut khp kn v trnh c sc p ca ngun nguyn liu cha kh nng p ng nhu cu sn xut ca Cng ty. b) Chin lc kt hp gia W2 v T3 - Chin lc chuyn mn ha snxut (thu hp hot ng)

Thc hin chin lc ny tc l Cng ty tin hnh xem xt ton b hot ng ca mnh v t chc li h thng nhn s ton cng ty nhm loi b cc b phn hot ng km hiu qu v ch tp trung vo mt hay mt vi hot ng chuyn su c kh nng sinh li cao m cng ty c u th nht. Vi chin lc ny, Cng ty c c hi khc phc nng lc qun tr nhn s v nng cao kh nng cnh tranh ca hot ng c chuyn mn ha, ng thi trnh i sc p cnh tranh ca cc lnh vc mnh yu km. Kt lun: nhm chin lc ny, Cng ty c th tin hnh thc hin chin lc "m bo ngun nguyn liu cho dy chuyn sn xut khp kn" hay chin lc "chuyn mn ha sn xut" khc phc im yu ca mnh v hn ch cc mi nguy c bn ngoi. Sau khi xem xt cc iu kin c th hin nay, cng ty c th quyt nh tin hnh thc hin mt hay mt s chin lc cng nhm hoc khc nhm vi nhau m Cng ty cho rng c kh nng t hiu qu cao nht v ph hp vi nng lc sn c ca mnh.

3.3. Lachn chin lcTrong nhm chin lc im mnh - thch thc (ST), Cng ty ang tin hnh thc thi chin lc "u t, nng cp cc n v sn xut hin ti". Hin ti, kh nng ti chnh ca cng ty d mnh vn khng th cng lc va nng cp cc x nghip hin c va thu mua cc x nghip ch bin khc. Mt khc, ngun nguyn liu ch bin hin nay ca cng ty cha n nh, cha m bo cung cp u cho kh nng ch bin ca cng ty khin cng ty cha th pht huy ti a cng sut ch bin