Q U A N T R | K I N H D O A N H
HOAN THif N CHUOi CUNG L/NG SAN PHAM S O A V I E T NAM
Ngay nh$n 02/12/2013 Ngay nh$n lai 10/01/2013
Nguyen Th| Bfch Loan TnJdng Oai hpc ThUdng mai Email: [email protected]
Ma so 64+65.2BAdm.22
iiJng nam gan day, cac doanh nghiep da quan tam den chudi eung dng san pham nham i^dua san pham den ngudi tieu dung nhanh nha't vdi chi phi thap nha't Chuoi cung Ong san pham sOa d nudc ta da duac thie't lap sang chua duae to' ehOc td't, su lien ke't va cdng tac giOa cac dan VI trong chuoi cung dng thieu chat ehe. dd't! ton thuang khi cd nhOng dieh bien bat thudng. Tren ca sd ly luan ve chudi cung dng san pham, td thue trang chudi cung dng san pham sOa Vi0t Nam, bai vie't de xua't mdt sd'giai phap hoan thidn chudt cung dng san pham sOa Vidt Nam phu hgp vdi dieu kien hien nay.
TO khda. chuoi eung Ung. chuoi cung Ong san pham sOa
Md dau
Qua trinh hdi nhap, phat trie'n vd canh tranh dang ddt ra cho cac doanh nghiep Viet Nam nhQng thdch thUc ve kiem soat va tich hpp ddng chay hang hda, thdng tin va tai chinh mdt each hidu qua. Dieu nay ddng nghTa vdi viec cac doanh nghiep phai tham gia vao cdng viec kmh doanh ciia nhd cung cap cung nhu khach hang cua doanh nghidp, phai xay dyng chudi cung Ung hidu qua va td'i Uu. Ddy Id ye'u to giup doanh nghidp tdi Uu hda ldi nhuan, toi thie'u hda chi phi, dap Ung nhu cau ngdy cdng cao cua thi trudng vd khach hdng.
SOa la mdl trong cac thuc phd'm tieu dimg hSng ngay vd cd nhu cau rat ldn d nudc ta Thdi gian qua, nhu cdu ve siia lien tuc tang, dong thdi sy gia ldng khdng ngUng cua gid sQa lam ngudi tieu dung gdp khd khdn, Irong khi viec quan ty mat hdng nay cdn nhieu bat cap Irdn thj trudng.
S6 64+ 65/2014
Mdt trong nhQng nguyen nhan td do su tdng teo ciia chudi cung Ung san pha'm sQa trong nudc, da tao dieu kien thugn lpi cho cac thuang gia nude ngodi tu do thu gom ndng san vd bdnh trUdng trong phdn phoi, Dieu nay da, dang va se gdy nhQng thdch thUc ldn ve kinh le, kmh doanh, ddc biet trong thi trudng md va qua trinh toan cau hda ngay cang sdu rdng, ddt ra su can thiet hoan thien chudi cung Ung san phd'm sQa nham dam bao phuc vy tdt nha't nhu cau ciia mpi tang ldp nhdn ddn, phdt Irie'n san xual, nang cao hieu qua kinh doanh ciia doanh nghiep
Bdi viet gidi han nghien cUu chuoi cung Ung trong cdc doanh nghiep cd d|a diem san xuat va phdn phdi sQa tren thi trudng ndi dia, nghien cUu die'n hinh tai Cdng ty cd phan SQa Viet Nam Trong 3 ddng chay kel ndi giQa cdc thanh vien trong chudi cung Ung, bai viel tap trung nghien cUu vao ddng san pha'm va ddng thdng tin de' hodn
khna hoc ^
thddng'mal 49
QUAN TR! KINH DOANH
thipn chudi cung Ung san pham sOa Vidt Nam.
Bai viet sU dung dO lieu thU cap va sd cap trong phdn tich vd dua ra cac ket ludn nghien cUu. Cac dQ lieu thU ca'p dUdc thu thap tU nhieu ngudn khac nhau: tren cac phUdng tien thdng tin (sach, bao, tap chi ca dudi dang in an va true tuyen), cdc to chUc cung cap thdng tin..., tac gia tap hpp va phan lich dQ lieu theo myc tieu da xac djnh. DO lieu sd cap dupc Ihu thdp nhd mdt nhdm nghien cOu cua Trudng Dgi hoc ThUdng mai thdng qua mdt so phUdng phdp nghien cOu djnh tinh va dmh IUdng khac nhau. PhUdng phdp d|nh tinh dupc sif dung nham tim hie'u ban chat chuol cung Ung san phd'm, qua trinh van dpng, tUdng tac giQa cac nhdm thdnh vien. Cac ky thudt dupc dp dung bao gom quan sat vd phdng vd'n ca nhdn, tU dd ket hdp vdi dO lieu thU cap de' ddnh gia ve thyc trang chudi cung Ung sQa dgi dien la Cdng ty Co phan sQa Viet Nam, Ddi vdi phuang phap djnh lupng, nghien cUu ap dung cdng cu khao sat cac dan vj san xuat vd phdn phoi sQa trong nudc De' danh gia chung ve thUc trang chudi cung Ung sQa Vidt Nam, nhdm nghien cQu dp dyng phudng phap chpn mali phi xac suat 50 ddn VI san xuat va 150 ddn vj ban le. Ket qua dQ lidu thu dupc thyc te la 49 ddn vj san xuat va 144 ddn V! ban le. Trong so 49 doanh nghiep san xuat dupe tiep can va thu thap dQ lieu thi so doanh nghiep tu nhdn chiem qua niia, doanh nghiep nhd giQ ty trpng gan 4 0 % , so cd doanh thu nam 2012 nhd hdn 10 ly ddng ta 28,6% va 2/3 s d doanh nghiep dupe chpn nghien cUu la cdc cdng ty che bien thuc pha'm.
1. Khai ni^m, ea'u true va cac thanh vien chuoi cung ling san pham
1.1. Khai ni$m chuoi cung Ong
Khai nidm ve chuoi cung Ung va quan trj chuol cung Ung xuat hien vao nhQng nam 80 va trd nen phd bien tU nhQng nam 90. 6 each tiep cdn khac nhau, cac hgc gia tren the gidi cd djnh nghTa khac
khoa h9c . 50 thddng m p i '
nhau ve chudi cung Ung.
"Chudi cung Ung la rViang ludi cac nha xudng vd nhQng Ida chgn phan phdi nham thuc hi0n chiic nang thu mua nguyen vdt lieu, chuyd'n nhQng vdl lieu nay thanh ban thanh pham va thanh pham, phan phdi nhQng thanh pham nay den cac khach hang" (Ganeshan & Harrison, 1995).
"Chudi cung Ong la su lien ket gfOa cac cdng ly ch|u trach nhiem mang san pham hogc d|ch vu ra thj trudng" (Lambert & Ellram, 1998).
"Chudi cung Ung bao gdm tat ca cac giai doan lien quan true tiep hode gian tiep den vi^c thoa man yeu cau cua khach hang. Chuol cung Ung khdng chi bao gom nha san xuat va ngudi phan phdi ma cdn cd ca ngudi van chuyen, nha xudng, ngudi ban le va ban than khach hang" (Chopra &
Mendte, 2007).
Cho du cd nhieu each phat bieu khac nhau, nhung cac djnh nghTa tren deu the' hidn chudi cung Ung bao gom lat ca cac cong ty tham gia vdo qua trinh thiel ke, san xuat vd cung cap san pham ra thj IrUdng vd cd the' hie'u chung nhat: MdtchuSi cung dng (a supply chain) la mdt tap hgp gom ba hay nhieu doanh nghiep, ket ndi true tiep ho$c gian tiep bang mdt hay nhieu ddng ehay cua sin pha'm, thdng tin va tai chinh trong qua trinh dap tfng yeu cau cua khaeh hang.
d day, thuat ngQ "chudi cung On^' gpi ldn hlnh anh san phd'm/djch vu di chuyen tO nhd cung c5p den nha san xuat, qua nha phan phdi, den nha ban le va tdi tay khach hang dpc theo chuol cung Ung. Trong dd, cac ddng sap pham, Ihdng tin v^
tai chinh chay dpc Iheo ca hai hudng Irong chudi.
Thuc chal, quan trj chuoi cung Ung la quan tn c^c ddng chay giQa cac thanh vien nham loi da hda M nhuan tong the' chuol: (1) Ddng san phim: con dudng d|ch chuye'n cua hang hda va d|ch vy til nha cung cap ldi khach hdng, dam baodOngduvfi sd lupng va chat lupng; (2) Odng tai chinh: ttw hien su thanh loan ciia khach hang ddi vdi nh^
So 64 + 65/2014
QUAN TRJ KINH DOANH
cung cap, bao gdm cac giao dich tin dung, cdc qud trinh thanh loan vd uy thac, cac dan xep ve sd hQu; (3) Ddng thdng tin: ddng giao vd nhdn ciia cdc ddn ddt hang, theo ddi qud trinh djch chuyen ciia hang hda va chUng tU giQa ngudi gQi va ngudi nhdn, the hien su trao doi thdng tin hai chieu va da chieu giQa cac thanh vien, ket not cac ngudn luc tham gia chudi cung Ong, giup chuoi cung Ung van hdnh mpt each hidu qua.
1.2. Cau tuc chudi cung dng san pham Chudi cung Ung tdn tgi 6 nhieu mUc dd khdc nhau luy thudc vao s d lupng vd logi hinh cac doanh nghidp tham gia vdo chudi cung Ung. Cau true cua chuol cung Ung cd the' chia ldm 3 nhdm, dupc sap xep tOdPn gian den phUctap (hinh 1.1).
- Chudi cung Ong tryc tiep (direct supply chain
= first tier chain): bao gdm mpt doanh nghiep trung tam vdi cac nha cung
cap vd cac nhdm khach
hang true tiep ciia doanh f nghidp do Ddy la nhom " ^ Ihdnh vidn cd ban tao ndn
mpt chudi cung Ung.
Chudi cung Ung md rdng (extended supply chain
: second tier chain): gdm chudi cung Ung tryc tiep vdi sy tham gia md rdng ciia nhd cung ca'p dau tien trong chudi vd khach hang tieu dung cudi cung.
- Chudi cung Ung hodn chinh (ultimate supply chain):
td chudi cung Ung md rdng ciing vdl todn bd cac cdng ty cung cap djch vu cho cac Ihdnh vidn chfnh trong chudi.
Dd Id cdc cdng ty ldm thau phy, cdng ty d|ch vy vdn tai, kinh doanh kho bai, cdng ty
cung cap he thdng thdng tin... Ddy la cac doanh nghidp lien quan mdt cdch gian tiep den chudi cung Ong nhung ddng vai trd quan trpng de' hoat ddng cua chuol dieh ra iien tyc, nhip nhang va hidu qua.
Ranh gidi ciia cdc chudi cung Ong rat tinh ddng, Ngudi ta thudng ndi rang, ranh gidi cua chudi cung Ong keo dai tU "nha cung cap ciia nha cung cap cua doanh nghiep den khach hang ciia khach hang cua hp" tuang Ung vdi chudi cung Ong ca'p dp hai. Ngay nay, hau het nhQng nd'luc phdi hpp quan trj chuol cung Ung cua doanh nghiep nam d ca'p dp hai va trong chudi cung Ung hoan chinh, vdi sy gdp mat cua cac ddn vj dich vu chuyen nghiep, Vai trd quan ly chudi cung Ong gid day khdng cdn la viec ndi bp ciia mpt doanh nghiep.
(a) Oiuoi c
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(b) Chuoi cung ung mo rfing
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(c) Chuoi cung iing hoan chinh
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cudi cung 1
sa 6 4 + 65/2014
Hlnh 1.1.' Chuoi cung dng va pham vi hoat ddng Nguon- Hugo, 2006
Ulna hgc
tliMg m^l 51
QUAN TR! KINH DOANH
1.3. Cac thanh vien trong chuol c^ng dng Trong bat ky chudi cung Ung ndo luon cd su ket Ipp cac cong ty thUc hien cac chOc nang khac ihau. Cac thdnh vien chfnh ciia chudi la nhd cung :ap vdt lieu, nha san xuat, nha phan phdi, doanh ighiep ban le va ngudi tieu diing cudi cung. Ho'trp :ho cac cdng ty nay ta cac nha cung ca'p dich vy :an thiet.
- Cdng ty cung cap nguyen vat lieu dau vao: hp -.6 the' Id cdc ndng trai chan nudi, trdng trpt hay Ianh bat hai san... cung cap nguyen lieu cho iganh che bien thyc phd'm; cdc cdng ty hda chat, ihya, go", giay... cung ca'p nguyen lieu cho nganh :dng nghiep nhe,.,
- Nha san xua't. la cac doanh nghiep sO dung iguyen lieu va cdc ban thanh phd'm ciia cac cdng y khdc de' lam ra san phd'm thanh phd'm.
- Nha phan phd'i: la cdc doanh nghiep mua ldng tu cdc nhd san xuat vdi khd'i luong ldn de' bdn ai cho cac nha ban le hogc cac cdng ty khac sU tyng vao myc dich rieng cua minh,
- Nha ban le' la cac doanh nghiep mua hang tU iha phdn phdi hoac mua true tiep tU cac nha san
;uat de' ban tdi tay ngudi sQ dung cuoi cung.
(hdch hang ciia nhd ban le thudng mua sam vdi
;d lugng nhd va cd tan sd mua lap lai nhieu lan rong tuan/thang/nam,
- Nha cung ca'p dich vu: ddy la cac cong ty :ung cap cac loai hinh dich vy khdc nhau cho cac hanh vien chinh trong chudi Vi du, cac ddn vj :ung Ong djch vy van tai, kho bai, thiet ke san iha'm, ddng gdi bao bi. .
- Khach hang: khach hang la thanh to tien [uyet cua chudi cung Ung, Myc dich then chdt ciia lat ky chudi cung Ung nao la de thda man nhu cau hach hang Irong tien trinh tao ra lpi nhuan cho :hinh nd. Khach hang ciia chudi cung Ung cd the :hia lam hai nhdm: khach hang ngUdi tieu diing :udi cung va khach hang to chUc.
Cac thanh vien trong chudi cung Ung cd gang
tdi uu hda hoal ddng cua minh Irong khi cOng hudng tdi muc tieu chung cua chudi. Thdng thudng, cd mdt doanh nghiep manh ddng vai Iro
"ianh dao" Irong chudi. Doanh nghiep nay thudng cd quy mo va nang lyc quan ly de' chi phoi cac thanh vien khac trong chudi. Mdl thanh vien se tap trung vao nang lyc cdt ldi ciia minh va tham gia vao hoat dpng cua chui^ mdt each ty nguygn, cung chia se va phdi hdp vi ldi fch td'ng the' ciia chudi. Tuy nhien, cac Ihanh vien trong chudi cung Ung deu cd sU cdng tac vdi nhau d nhieu mUe dd khac nhau, hUdng tdi muc tieu chung thdng qua vide chia se quan diem, thdng tin, kien thUc, rill ro vd phan thudng nham tiep can cdng nghe va ky nang cua doi tac, nang cao ndng liJc (san xuat, nghien cUu..,) va kha nang dap Ong thi trudng. giam chi phi hay lang doanh thu, hode ddng thdi ca hai cho tat ca cac Ihanh vien ctia chuol cung Ung.
2. ThUc trang chuoT cung Ung san pham sQa Vipt Nam
2.1. Thi trtfdng va nguon cung cac san pham sSa Trong may nam qua cac chuyen gia deu cho rang thj trudng sQa Viet Nam dang d mUc tang Irudng rat ndng, vdi tdc dp binh quan khoang 20%/nam, Cd hpi rat rgng md vdi thi trudng sOa Viet Nam so vdi cac nudc trong khu vuc [2], Chl tieu cho sQa dUng dau trong ngan sach hang tieu dung thiet yeu ciia cdc hg gia dinh d thanh thi va xep thO 3 d ndng thdn nUdc ta
Tinh hinh san xuat sOa
Theo bdo cao thang 12/2012 ciia Bp Cdng Thuong, chi so san xuat cdng nghiep doi vdi che bien sOa va cac san pha'm sQa tang 40,2% so vdi thang binh qudn nam gd'c 2005; lang 5,8% vdi vdi thang 11/2012; tang 6,6% so vdi cung ky nam 2011 Het thang 12/2012, ca nUdc san xuat dUpc 6.400 tan sQa bdt, giam 11.5% so vdi thang 11/2012 va giam 4,3% so vdi cung ky nam 2011.
Luy ke den het thang 12/2012, ca nudc ta san xuat
khoa hoc
52 thddng'mal' So 64 + 65/2014
QUAN TR! KINH DOANH
THI TRI/dNG S O A VlgT MAM
NG6I SAO SANG TRONG KHU W C TIEU DUr4G HANG THANG
TiunOutcdMnhlW
MalsysiB(bAndao) Thil Lan (toAn quic) V^INsm (4 TP cllinh)
Vi«INam(n<ngtMn)
•Ting tafdng FMCG •TflngtaiOngngMiiOa
Hlnh 2.1 Co hdi rdng md d thi trudng sOa Viet Nam Ngudn: KantarWorldPanel Viet Nam
dupc khoang 75,1 ngan tan sQa bdt, dgt 107,3%
ke hoach de ra cho ndm 2012 (san xud't 70 ngdn tan sQa bdt). Tinh den 01/11/2012, chi sd tdn kho ddi vdi sQa vd san phd'm sQa giam 2,4% vd-giam 7,0% so vdi cung ky nam 2011. Trong 10 thdng ndm 2012, Cdng ty Vinamilk da lieu thu tren 3.343 trieu san pha'm, tang 18,4% so vdi cung ky nam 2011, Trong 10 thang dau nam 2012, Vinamilk thu mua 134 tridu lit sQa bd lUdi nguyen lipu cua ndng dan vd tU 5 trang Irai ciia Vinamilk. trj gia 1.480 ty ddng, tdng 14 53% ve san lUdng so vdi cung ky nam 2011. San IUdng sQa do Vinamilk thu mua chiem gan 60% san lUdng sQa dupc khai thdc tren ca nudc, Hidn nay, thi phan san xuat sQa tren thj trudng Vidt Nam ciia mdt so cdng ty ldn nhu sau:
Vinamilk chiem 4 0 % , Dutch Lady Id 25%, Mdc Chdu ta 10%. IDP la 5%, Hanoimilk la 5% vd cac cdng ty khdc 15%.
Ve tinh hinh san xuat sQa tudi nguyen lieu trong nudc sd lupng bdsOa nam 2012 tang trudng ca hpc cao dang ke' so vdl ndm 2011 vi mgt sd cdng ty san xuat sQa Idn nhu TH True Milk va Vinamilk nh^p khd'u mdt so tUPng Idn bd sOa tU
nudc ngoai ve nhu Australia va New Zealand Theo so lieu thong ke ngdy 01/10/2012 cua Tdng cyc Thdng ke thi td'ng dan bd sQa ca nudc dat 166.989 con, tdng 24.278 con, vdi tdc do tang trudng dat 17%/ndm Trong td'ng ddn bd nay thi sd lUdng bd cai sQa la 98 372 con, chiem 58,91%
Cung theo Td'ng cue Thdng ke da cdng bo sd lieu tho'ng ke ngdy 01/10/2012 ve td'ng san lupng sQa tUdi nguyen lieu san xuat nam 2012 dat khoang 381.740 tan, tdng khoang 10,5% so vdi nam 2011, dap Ong khdang 22% tong lupng sQa tieu dung cho ca nudc vdi nhu cau tieu dung khoang 14 Ift/ngudi/nam
Hidn trang nhap khau sda va san pham sda Theo bao ciia ciia Tong cyc Hai quan, td'ng gia tn nhdp khau sQa vd san phd'm sQa thang 12 nam 2012 la 73.161.708 USD. tdng 14,1% so vdi thang 11 nam 2011, Cong ddn 12 thang/2012. nudcta da nhdp sQa vd san phd'm sQa vdi gia trj dat 840 736 015 USD, tUOng dUOng so vdl nam 2011.
Do anh hudng cua suy thoai kinh td di kem vdi sUc mua suy giam trong khi san xuat sQa tUdi nguyen lieu trong nudc tang dang ke' so vdi ndm 2011 nen
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JihQi k9E
""""-imal 53
QUAN TR! KINH DOANH
viec nhap khau sUa va san pham sQa Irong ca nam 2012 khdng lang so vdi nam 2011. Trong cac nude nhgp khau sQa va san pham sCia vao Viet Nam thi New Zealand, Hoa Ky va Singapore la nhQng qudc gia dOng dau, trong dd Singapore chi la qudc gia kinh doanh chU khdng phai la quoc gia san xual sQa.
2.2. Thtfc trang chuoi cung tfng sOa cua Cong ty CO phan SOa Vi$t Nam
Cdng ty co phan SQa Viet Nam Vinamilk (VNM) cd ten giao d|ch qudc te la Vietnam Dairy Products Joint Stock Company Cdng ty dupc thanh ldp tU nam 1976, hien cd try sd chinh tai 36- 38 Ngd DUc Ke, Quan 1, Thdnh phd Hd Chi Minh.
Td'ng so cong nhdn vien chOc khoang 4.500 ngUdi.
Bo gidng,Thudc thuy, Thiet bl vat sQ-a, Co khd, 0§t dai.
Vinamilk da dat tang tnJdng doanh Ihu cao, ty |g tang trudng kep hang nam cho giai doan tU 2005 den 2011 la 25%. Nam 2011, VNM gay 3T\ tUpng vdi doanh thu treri 1 ly USD (gan 22,3 nghin ty ddng), con s d nay giup V N M chinh thOc gia nh^p ddi ngu cac doanh nghiep ldn cua Chau A TBD.
Bat chap khd khan, tri tre, khung hoang sQa do melamine va kinh te di xudng, Vinamilk van dat kel qua kinh doanh cao vao nam 2012 vdi doanh thu hon 27 nghin ty ddng, th| phan long the la 39% v^
hien dang glQ V| tri dau tau trong nganh si}a [3], Hinh 2.2 khai quat hda chuoi cung Ong cOa Vinamilk vdi cac hoal dpng san xuat vd phan phoi tren th| IrUdng ndi dja.
Strang trai Vinamilk 9.600 b6 sira
N&ng ho
84 diem thu mua
4T.tam idm lanh VC bang xe bon den
N M trong 3h
Sii'a bdt nh^ip k h i u
Trang t h i ^ t b i N K
i«Pg,
lONhamaysLPa 3 miSn B i c Tmng Nam
4.600 lao dpng 1.1 trieu t i n sD'a/ndm
200 loat san p h i m
• Si>a nifdc
• SCra bdi ' Sua dac ' S&a chua
3 chi nhanh 56 ctJa hang GTSP 220nha phan phdi
[ — >
-^
Cdngty banh keo
TnFima hpc B#nh vl^n
Sieu thj
Ban buon
i
Ban Mnho
— >
— >
Ngirai
tieu
diing
cu6i
cOng
Fontena, Hoogwegt.
Pertima.Tetra Pak_.. 135 000 diem ban Id
Iren todn qudc Hlnh 2.2.' Chuoi eung Ong sOa cua Vinamilk tren thf trtfdng ndi dia Nguon: Tdng hop cua nhdm nghien cOu tO dtf lidu thd cap va phdng vSn chuydn sdu
khoa hoc
54 thifdngm^i' So 64 + 65/2014
| U A N TRI KINH DOANH
Vi ngudn cung cap nguyen v$t Hdu Nguyen lipu (sQa bdt, sQa tUdi, dudng ..) chiem trdn 60% gia von hang bdn, trong dd phan Idn la nguydn li$u nhdp khau vd vi vdy bdi ky thay ddi ndo ve gia nguyen lieu deu cd t h ^ tac ddng manh Idn gid bdn san pham vd nang lyc canh tranh cua chudi cung Ong Vinamilk. Tiep theo Id chi phi bao bi chiem khoang 20%, phan cdn lai la chi phi san xuat va chi phi khau hao. Dd' dam bao ludn cd dti sOa tUdi nguyen lieu cho cac nha may hoat ddng, VNM da hinh thdnh cac vung nguyen lieu trong nudc vd cdc trang Irai ngay cang dUdc md rdng vd quy md cung nhu hien dai ve cdng nghe. Dieu nay giup VNM Iranh dupc tinh trang khan hiem nguyen li^u khi cd sy c d bat ngd xay ra. Hidn nay, cdng ty da phat trien dupc 5 trang trgi bd sQa vdi long lupng dan bd Id 9.500 con, dd la: Irang trgi bd sQa Tuyen Quang (2007), trang trai bd sQa Nghd An (2009), trang trai bd sQa Thanh Hda (2010), trang trai bd sQa Binh Djnh (2010) va trang trgi bd sQa Ldm Ddng (2011).
Vdi di^n tfch tren 60 ha, neng dan bd sQa Tuyen Quang hien cd 2.360 con, trang b| h§ thdng v5t sQa ty ddng hien dgi nhat cUa Thyy Die'n. Mdi gan ddy, thdng 11/2013, hai Irang trai chdn nudi bd sOa cua Vinamilk tai linh Tuyen Quang vd Nghd An vUa dupc cap giay chUng nhan dgt tieu chua'n ISO 9001:2008. Vinamilk trd thanh mdl trong nhOng ddn v| tien phong trong ngdnh chan nuoi bd sQa tgi Vigl Nam ap dyng Ihanh cdng Hd thong quan ly chal luang qudc te. Dy kien cong ty se trid'n khai thdm cac trgi bd sQa cdng nghidp lal Ha TTnh, Binh Duang, Tdy Ninh, Soc Trang... de' ndng sd lupng dan bd len 28.000 con. NhSm bao dam chSl lupng sQa tUOi, cdng ty dd dau lu xdy dyng 84 dgi ly trung chuyd'n trdn ca nudc.
Bdn cgnh cdc Irgng Iral ciia minh, cac ndng Irai sQa Id nhOng ddi tac chien lUdc het sUc quan Irpng cua VNM. Vinamilk lien ket vdi hdn 6 000 hd ddn chdn nudi bd sQa vdl long so 65.000 con, thu mua
vdi san lupng 540 tan sQa/ngay, chidm khoang 60% td'ng so lupng sQa tuai san xuat tai Vidt Nam.
Trong nam 2008, Vinamilk da mua 118 tridu lit va tang ten 144 tridu lit trong nam 2011. Do lam phat va chi phf san xuat tang cao, Vinamilk ldng gia mua nguyen lidu mdi nam, gia mua sQa ldng vdi tdc dp la 9,4% trong giai doan 2008 - 2012.
Cac nha cung cap chinh ciia VNM gom: (1) Fonterra la nhd cung cap chinh bdt sQa chat IUdng cao cho VNM; (2) Hoogwegt Internatienal chuyen cung cap bdt sQa; (3) Perstima Blnh Duang, Vidt Nam chuyen cung cap hop thiec'; (4) Tetra Pak Indochina chuyen cung cap ddng gdi bi carton va thiel bj ddng gdi, Ddi vdi ngudn sQa bdt nguyen lidu, VNM da sU dung chien lupc nhieu nhd cung cap (Fonterra va Hoogwegt Intl) thay vi chi chon mpt nha cung cap duy nhat de phan tan rUi ro.
Vd nang lue san xuat
Vinamilk cd 10 nha may san xuat cac san pha'm sQa va 01 nha may nudc giai khat nam d cac khu vuc kmh te trong die'm cua 3 mien Bac - Trung - Nam Ben cgnh dd, cdng ty cd 2 xf nghiep kho vgn dam nhiem cong tac van tai, bao quan va du trQ nguyen lieu cQng nhu sQa thanh pha'm cho hoat ddng san xuat vd phdn phoi Iren todn quoc, Nang lyc san xual ciia VNM ldng deu vdi ty 1$
tang Irudng kep hang nam 10 2007 den 2012 la 19,5%. Tdng cdng suat ndm 2012 dat 1,1 tridu tan v a d y k i e n dgt 1,6 trieu tan nam 2013, Ndm 2011, cdng sua't tang 38,5% cung vdi sU khdnh thanh cua Nhd may sQa Tien San, chuyen san xual sQa ddc, sQa chua va sQa nudc, Cong suat tdng len 1,1 tneu tan khi Nha may sQa Dd Nang di vao hoat ddng nam 2012, gdp phan cung cap sQa nudc va sQa chua cho thj trudng mien Trung, Vdi Nhd mdy sOa Da Nang, Vinamilk la cdng ty sQa dau tien cd nha may san xuat tgi mien Trung, Nha may nay giup vide phan phdi hieu qua hdn vd v| the ciia Vinamilk vQng chac hdn tai cac thanh phd mien Trung dang phdi trien. TU trudc den nay, Vinamilk
So 64+ 65/2014
Jtboa hfc ^
~thddhg m^l 55
QUAN TRI KINH DOANH
ludn van hanh d mUc 70% cdng suat. Vdi cdng suat 1,6 trieu tan hoan toan dap Ung duac nhu cau hoat dgng ciia VNM trong 5 ndm tdi.
Vdi cac san phd'm sOa tUdi nguyen chat, sQa nguyen lieu sau khi thu hoach tU cdc trang trai ciia Vinamilk hoac mua tU cdc ndng hp se dUdc chuyen ngay vao binh Ipc, bdn trung gian, sau dd dUdc dua vao bdn lanh d nhiet dp 4oC de bao quan sQa. Nguon sQa ndy se dUdc xe cd he thdng giO nhiet chuye'n ve nhd may trong ngay, nhiet dd sQa khdng qua 6oC Tgi nha may che bien, sQa tUdi tiet trung dope xQ ly d nhiet dp cao (tO 140 - 143oC) trong thdi gian 3-4 ngdy. nen de'bao quan, cd the' bao quan d nhiet dp binh thudng vdi thdi han sO dung khd ddi (tU 6 thang den 1 ndm). SQa thanh pham nhanh chdng duac chuye'n tU cac nhd san xud't den cdc dai ly ban buon va ban le tren ca nudc, to dd chuye'n den tay ngudi tieu dung.
Ve mang ludi phan phd'i va thi trtfdng tieu thu Cdng ty cd mang ludi phan phoi rdng khap vdi hon 220 nha phan
phdi va hdn 135,000 Nuiifood2%
die'm ban le tren 63 S' tinh/thanh pho ciia toan qudc Mang lUdi phan phdi tren thi trudng ndi dja dupc quan ly tap trung bdi cac chi nhanh va dupc phan chia theo dja ban hoat dgng.
Vinamilk tie'p tyc md rdng va tang cudng mang ludi de cd the'
phan phdi true tie'p cho khach hang, dac biet la d khu vuc ndng thdn, ndi tap trung han 70% ddn so.
Vinamilk sO dung ca hai kenh phdn phdi hien dai vd truyen thd'ng. Trong kenh phan phdi hien dgi, VNM ban hang tryc Hep den cac sieu thi tren toan qudc. rut ngan dUpc do ddi cua kenh, giam
chi phf va tang ldi the nhd quy md. Tuy nhien, kenh phan phdi truyen thdng (tiem tap hda) va'n giQ vai trd quan trong do chiem den 80% tong doanh thu ciia Vinamilk Hien Vinamilk dan dau phdn doan th| trudng sQa chua vd sQa ddc co dudng, vdl thj phan lan lUdt len den 7 1 % va 88%
nam 2011
Phan doan thj trudng cd ty le ldi nhuan cao nhat la sQa bdt. trong dd Abbot Vietnam chiem thi phan ldn nhat (24%), tiep sau la Vinamilk (19%).
Cdc cdng ty nudc ngoai van thong lmh phdn doan thj trudng nay, vdi tong thi phan 61,4% Tdm ly chudng hang ngoai ciia ngUdi Viel la ly do chinh khien cac nhan hieu nude ngoai dudc Ua chudng hdn. Vinamilk du kien se canh tranh d phan doan thi trudng nay nhd gia ban san pha'm thap hdn dang ke' (tO 10%-30% so vdi gia cac san pham nudc ngoai) va dan ndng cao nhdn IhUc ciia ngudi tieu diing thdng qua quang cao, cac hdi nghi va sU kien.
Hinh 2.3. Thi phan cua Vinamilk so voi cdc doi thu canh tranh Nguon: Tong hop cua nhom nghien ciiu iii dQ lieu thu cap va phong van chuyen s^u
Trai nguac vdi mdt hang sQa bdt, thj trudng sOa nudc hau nhu khdng bj canh tranh bdi cac hang sQa ngoai, Tren th| trudng sOa nUdc (thanh thing va tiet trung), Vinamilk dan dau thi trudng d phSn khue ndy vdi 4 1 % th| phan. Tfnh trung binh, siJa tudi chiem 3 1 % doanh thu ciia cdng ty trong 4
khoa hoc
56 thifdng'mal' So 6 4 + 65/2014
QUAN TRI KINH DOANH
ndm qua, chiem 35% doanh thu trong nam 2011.
Trong ngan hgn, sOa lUdi van la san pham quan trong nhat ddng gdp vao doanh thu va lpi nhuan Nhu cau cho sy thuan lien chfnh la ly do khien cho tdc dd tdng Irudng du kien trong giai doan 2011- 2015 dat 13,1%, sQa nudc vah ddng gdp chfnh cho tang trudng va Ipi nhuan Vdi cac san phd'm phong phu va mang tinh lien phong, Vinamilk dd va dang phdt Irien manh me d phan khue nay
Thanh cdng trong chuoi cung tfng cua Vinamilk Tfnh theo doanh sd va san luang, Vinamilk Id nha san xuat sQa hang dau tgi Viet Nam Vinamilk cung cap cho Ihi IrUdng danh muc cdc san pha'm, huang vj va quy each bao bi cd nhieu lua chpn nhat. Thuang hieu "Vinamilk" duac binh chon la
"ThUdng hidu Noi tieng" vd la mol trong nhdm 100 thUdng hidu manh nhal cua Bp Cdng ThUdng, duoc ngudi lidu dung binh chpn trong nhdm "Top 10 Hdng Vidt Nam chat lUpng cao" tO ndm 1995 den ndm 2012 [1], Vinamilk dat dupc nhQng thanh luu nhu vdy cd su ddng gdp ldn lao ciia quan trj chudi cung Ong tai cdng ty.
Thd nhd't. Vinamilk da cd dupc chudi cung Ung md rdng, dam bao chfnh sach 3 dung, dap Ung tupng ddi td't nhu cau thj Irudng. Chinh sach 3 dOng (Dung san pha'm. Dung sd lupng vd Dung luc) vUa Id yeu cau, vUa la dinh hudng Irong xdy dung chudi cung Ung md rdng cua Vinamilk. De chudi cung Ung vdn hanh dat hieu qua cao, VNM ludn cd gang dam bao vOa du so lupng va dung Ihdi did'm cung Ung cho mgng ludi san xuat vd mang ludi phdn phdi. Thdi gian vd Id'c dd la dieu kidn tidn quye'l de nguyen lieu sQa tUdi dUpc cung Ung dil sd lupng va dam bao chd't lUdng tdi nha may. Cdc xe bdn chUa sOa tUdi lanh phai van chuyd'n nhanh chdng trong vdng 3 gid, tU hon 84 trgm Ihu mua tren ca nUdc, tdi 10 nhd may che bien sQa.
ThO hai, chuol cung Ung cua VNM dam bao 3 ChQ A. Agile (Nhanh nhen) - Adaptable (Thich
nghi) - Align (Tich hdp). Cdng ty VNM Id mdt trong sd ft cac cdng ty d Vidt Nam cd Giam ddc dieu hanh chudi cung Ung. Cdng ty da va dang trie'n khai ngay cang sau rdng kha nang lien ket vd ho'trp cac ndng hp trong qua trinh chan nudi vd thu hogch sQa tuai. Cdng ty cd nang lUc Ihudng lupng vd cd lai the mdc ca vdi ngudi chdn nudi trong viec thu mua nguyen lieu sOa, do Vinamilk la nhd thu mua Idn, chiem khoang 60%
san lupng sQa ciia ca nudc.
Thd ba. VNM da Ung dung mgnh me IT trong toan bd hoat ddng chuoi: VNM la mpt trong sd it doanh nghiep Viet Nam Ung dung giai phdp quan tn moi quan he vdi khach hdng (CRM) cua SAP.
Oay la giai dogn hai frong viec trie'n khai ERP ciia cdng ty nay He thdng SAP dUdc xdy dung tren nen tang cdng nghe SAP NetWeaver, NetWeaver da tich hdp thdng tin tU hd thong ERP sO dung Oracle BBS cung vdi he thd'ng Solomon sU dung tai cac nha phdn phdi va Ung dung tren PDA cho nhdn vien ban hang, Rieng cdc dai ly chfnh thUc cua Vinamilk hien dang tnen khai sU dyng phan mem dupc FPT phat trien chd PDA de' ghi nhan cac giao djch. Cac nhan vien ban hang sO dyng PDA ke't ndi vdi he thdng tai nha phdn phdi de cap nhatlhdnglm. Gan day nha't. ngdy 15/02/2012. tai Thanh phd Hd Chf Minh. VNM va Viettel da ky ket hpp tac xay dung phan mem ban hdng trUc tuyen, ddnh dd'u su dot phd ciia VNM va Viettel trong viec Ong dung IT vao finh vUc quan trj doanh nghiep Du an nay dupc thuc hien trong 15 thang va thang 5/2013 bat dau duac trie'n khai trong todn hethdng ciia VNM tren todn qud'c.
Thach thdc trong chuoi cung Ong eua Vinamilk Mdc du da dat dudc nhQng thanh cdng ddng kd' nhung chudi cung Ung cua Vinamilk van dang phai ddi mdt vdi mdt so thdch thUc nhu sau:
- Ngudn nguyen lieu bap benh, thieu hyt va phy Ihudc qua nhieu vao nhdp kha'u: Viet Nam vdn khdng cd nganh chan nudi trau bd sQa truyen
So 6 4 + 65/2014
Jthoa hQC ^
"thddng mai 57
QUAN TR! KINH DOANH
thdng nen khdng cd cdc gidng trdu bd sQa chuyen dung dgc thu ndo. Lupng nguyen lieu sQa san xuat trong nudc chi dap Ung dupc 3 0 % nhu cau hidn nay, chii yeu phuc vy san xuat sQa nudc Viet Nam phai nhdp khd'u 70% lupng sQa tieu thy.
Vi chenh lech cung va cau rat Idn, khien th|
trudng cd nhQng ddt tang gid sOa lien tyc vdi nguyen nhdn chfnh la do ngudn nguyen lieu chti yeu phai nhdp kha'u tO nudc ngodi. Theo Bd Cdng ThUdng, trong nhQng thang dau nam 2013, gid sQa da dupc dieu chinh 3 lan hen tiep. Gia chenh lech giQa mdi lan tang tU 7-10%, tham chi co logi tang 13-15%. Them nQa Vinamilk cdn bi anh hudng gian tiep bdi chi phi va su dao ddng gia ddi vdi thUc an chan nuoi bd sQa. Cd den 80% thUc an danh cho bo sQa (cd hg ddu, cd khd, cd u cd ham lupng) phai nhap kha'u nen phy thupc nhieu vdo bien dgng gia tren the gidi, anh hudng den chl phf dau vao va gia thanh san pha'm.
- Md hinh lien ket vdi cac ndng hd chUa hoan thidn: Vinamilk da vd dang tfch cue then khai cac md hinh lien ket vdi cac Irang trgi sQa cua ndng dan bang vide dau tu ky thudt, dau tu chudng trai.
ky thuat chdm soc bd, cdng tac thu y, nhdn gidng, hd'trd cdc thiet bi vat sQa va bao quan sQa... Tuy nhien, van cdn nhieu van de khd khan, vudng mac nay sinh giQa doanh nghiep vd ndng dan trong cd che hd'trd, cho vay von, cung nhu each xac d|nh gia thu mua sQa, quy trinh kie'm tra chat lupng sOa nguyen lieu... khien cho kef qua cua cac mo hinh lien ket chua duac nhu mong muon, LUdng sOa thu mua khdng d'n djnh, chat luang giOa cac nong ho khdng dong deu.
Quy md ciia cac ndng hd chan nuoi kha nhd.
chi cd 10% sd hp chdn nudi trang trai chuyen nghiep, Ky nang chan nudi cOa ndng ddn chUa cao, ngudn thUc an cdn phu thupc phan Idn vao thUc an tinh cd gia Ihanh cao, chat IUdng khdng d'n dinh nen ndng suat sQa thap. Nang suat sQa trung binh nudi hp gia dinh khoang 14,5kg/con/ngay,
ktioa hoc thddng'mal'
cao han so vdi khu vyc nhung lai thap han khaxa so vdi cac nUdc phat Irien nhU Chau Au, Chdu Mf (25kg/ngdy) .. Sau m o l so nam phat trien qua ndng, tU ndm 2005 su phdi then cOa nganh chan nuoi bd sQa cung da chQng lai vd bdc 16 mpt so khd khan, yeu kem mdl, nhat la trong van de tii chUc quan ly v7 md nganh hang va to chUc quan ly san xuat cdc cd sd chdn nudi "hidn dal" cd quy mo ldn. Ngoai ra, cac chfnh sdch vT md phdt trien dSn bd sQa ve vdn, con giong, dau tu hg tang, chudng trai cdn thieu, chua ddng bp va chua trong tam.
- Cac mdi quan he cdng lac trong chudi cung Ung cdn Idng leo: mac du viec lien ket giOa cac thanh vien dupc ky ket bang hpp ddng kinh te nhung viec thuc hien nghTa vu va quyen ldi theo hdp ddng van phy thudc chii yeu vao y Ihuc tu nguyen ciia ca 2 phfa, nong dan va doanti nghiep, vi vdy viec phd vd hpp ddng van thudng xuyen xay ra. Mat khac, nhieu die'm thda thuSn giQa cdc thanh vien trong chuol, trong cac hdp ddng van cdn thieu cd sd phap ly, thieu che tai xil phat... khien cho cac mdi quan he cpng tac thieu ben vQrig.
- d tam vT mo, hien van chua cd dupc mot h§
thdng chfnh sach day dii vd ddng bd de'thuchi§n cac chudi lien ket cung Ung ndng san - thi/c pha'm va nhat la thieu mdt chien lUdc dal han de phat trie'n ben vQng Irong mol lUdng quan ldi icti ciia doanh nghiep che bien vdl ngudi san xua!
ndng nghiep va vdi cac ddn v| phan phoi. Mdcdu ngay tU nam 2002, Thii tUdng Chinh phii da ban hanh Quyet dmh s d 80/2002/QB-TTg vdi nfli dung khuyen khfch cac doanh nghidp thupc c^
thanh phan kinh te ky kel hdp dong tieu thy ndng san hang hda vdi ngudi san xuat (hdp tac xa, hfl ndng dan, trang trai, dai dien hd ndng dan) vdi si/
lien ke't ho'trp cua nha nudc va nha khoa h<?c, nhdm gan san xuat vdi che bien vd lieu thu nfing san hang hda de phdt trie'n san xuat d'n dinh, b^
vQng, luy nhien, sau nhQng thanh cdng biiiJc dau, den nay viec thuc hidn moi lien kel nSyvl nhieu ly do khac nhau da khong dem lal ket qui
So 64 + 65/2014
QUAN TR! KINH DOANH
nhu mong mudn
3. M$t so de xual hoan thi^n chuoi cung dng san pham sOa Vi$t Nam
0 ^ ndng cao hidu qua chudi cung Ung san ph^m nham dap Ung tot nhat nhu cau khach hdng va phat trien ben vQng cac thanh vien tham gia chudi cung Ung sQa, can tdp trung vdo cdc van de sau'
vdn hdnh chudi cung Ung cdn can tdi su ho'trp dac lyc ciia cdc chinh sach va vai trd quan ly vT md ciia Nha nudc, tU cac to chOc vd ban ngdnh khac,
Hai la. nang cao nhdn IhOc ve quyen vd ldi ich cua cac ben lien quan Iham gia vao chudi cung Ung sQa. Bdc bidl Id nhan IhUc ciia ngudi ndng ddn san xuat nguyen lieu va doanh nghiep che bien, tidu thy san pham hudng den sU phat trien
Nhap k h i u Sua bot, bao bi Cong nghe thi4tbi n I Tliuoc thu
Thu gom San xuat
c h l b i l n Phan phoi
Bd giSng Ddng cd ThUc an Chuong trai
vat sua
Tap ho-p BaoquAn Van chuyan
Bao quan NL Che bi4n Dong goi Luu kho SP VSn chuy§n
Xepdd Bao quan Van chuyen
Giao hang
Baoquan Si> dung
>i< •J' "4- 4 ' > '
San p h i m da dang - c h i t Ivpng - an todn - ti^n Ipi - tiet kiem - thdn thi#n MT^ TT k h u y i n n6ng Cyc chan nuoi
Dich vu logistics Ngan hdng
H#th6ngQLNN yt'iep hoi
T T x u c t i f i n D T TT xuc tien TM
Hlnh 3.1 Md hinh chuoi cung dng sOa de xuat Ngudn- Tdng hgp cua nhdm nghien cOu
TnJdc hd't, hoan Ihidn mo hinh chuoi cung Ung sQa theo hudng ket noi chdt che td'l ca cdc mat xieh trong quy trinh tU chdn nudi bd sQa, tdi hogt ddng thu gom. san xuat den phdn phdi hang hda tdi lay ngudi lidu dung (hlnh 3.1). Ben canh nhQng nd'luc Clia cdc Ihdnh vien tnang chudi. qud Irinh
ben vQng va ndng cao uy tin, chat lupng, thUdng hi$u cua san pha'm sQa Viet Nam. Cd nhU v^y ngudi ndng dan cung nhu cac doanh nghiap che bien, tieu thy san phd'm mdi cd the' lu nguydn thyc hipn cdc hdp ddng da ky vdi nhau, thuc sy cung nhau hdp tac dau lu khoa hpc, cdng ngh$ cho nudi
86 64 + 65/2014
_khoa b9G "^
"thddng mai 59
QUAN TRI KINH DOANH
trdng, che bien, che bien sdu, chia se Idi ich, khd khdn cho nhau. Thuc te cho thay, trong dieu kidn hien nay viec Ihuc hien lien ket Ihdng qua hdp ddng da ky giQa doanh nghiep vd ndng ddn vah trdng chd chii yeu vao sy ty nguyen cua cac ben, Ba la, tang cUdng mUc do hdp tdc giQa cac thanh vien Dac biet la cac nong hp nhd le, manh mun, thieu von, thieu ky thudt, thieu thdng tin thi trudng can phai dupc Id' chUc lai va thanh lap md hinh hap tac xa. Vdi su ho'trp dac lyc cua cd che va chinh sach hd'trd thfch hdp cua chfnh quyen cac cap, logi hinh hdp tac xa san xud't nay cd the' cung ca'p nhOng hd''tra ky thuat can thie't cho cac ndng hd, ddng vai trd lam cau ndi giOa ndng dan vdi cac ca sd che bie'n vd nha san xuat. Nhu vay se cd CO hpi giam bdt so lUdng trung gian va ddng thdi giam bdt quyen luc cua cdc trung gian, tranh de' ndng dan bi thiet thdi vi thuong lai ep gia Khdng vi sy that bai ciia nhieu md hinh hdp tac xa trudc day ma phii nhdn kha nang tap hdp cac ndng hg thanh mot lUc lugng Idn manh hdn, cd to chOc hdn va cd quyen lyc cao hdn de cd the thuong ludng cdng bang vdi cac ddn vj che bien quy md ldn,
Bdn la. nang cao hieu luc quan )y nha nudc trcng viec djnh hudng xay dung va tnen khai cac chuol lien ket cung Ong the hien d viec xdy dung dupc he thd'ng chinh sach day dii, ddng bp vd kha thi bao gdm cac vd'n de nhu: dd't dai, quy md san xuat, dau tu ca sd ha tang, ap dyng khoa hoc cdng nghe, khuye'n ndng, uu dai dau tu, tfn dung cung nhu nhQng bien phap dam bao han che dUdc sU ddn phuang pha vd hop ddng da ky ket trong cac mdi lien ket, hinh thanh nhQng doanh nghiep la ddng sd hQu giQa ngudi ndng dan san xuat nguyen lieu, cd sd che bie'n, va nha phan phoi
Ke't lugn
Hoan thien chudi cung Ung san pha'm ndi Chung, chudi cung Ung san phd'm sOa ndi rieng cd y nghTa quan trgng nham dap Ung nhu cau khach hang d mUc cao nha't vdi chi phi van hanh tha'p nhat, khdng nhQng gdp phan nang cao hieu qua kmh doanh cua doanh nghiep, ma cdn gdp phan
xda ddi giam ngheo, ndng cao chal tUpng cuoc sdng, phu hpp vdi xu hUdng chung trong hdi nhap kinh te qudc le dang dieh ra ngay cang sau rdng hien n a y *
7a/ li$u tham khao:
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Summary
In recent years, many companies concentrate in supply chain in order to fast bring products lo the buyers with the most reasonable costs.
Domestic supply chain of dairy products had been established, but without well organizing The asso- ciation and cooperation between the members of the chain are less close, easy to be harm against unusual changes Concerning of supply chain the- ories, with the situation of Vietnamese sup[ily chain, the article would like to provide some sdu- tions for improving Vietnamese supply chain of ttie dairy products adapting the current conditions.
khoa hoc
60 thddng'mal' So 64 + 65/2014