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CU TRC

NHNG VN CHUNG V BN HNG A CP

PHNG THC BN HNG A CP CA HNG AMWAY

I. Nhng vn chung v bn hng a cp: 1. Khi nim: - Bn hng a cp l hnh thc kinh doanh bn hng trc tip n tay ngi tiu dng. - Sn phm qua rt t khu trung gian n c vi ngi tiu dng Tit kim c nhiu v chi ph qung co, khuyn mi, tin vn chuyn,... S tin ny dng tr thng cho nh phn phi v dng nng cp cc dng sn phm.
Tng L L Ln L Nh CH Bn l (30% 40%) Nh my Ngi TD

Qung co + Tip th + Khuyn Mi (40%) Cng ty tiu th

Nh my

Ngi TD

2. Lch s: - Gn lin vi tn tui ca nh ha hc ngi M Karl Renborg. - Nm 1927, Karl bt u ch bin cc cht b sung dinh dng. - Nm 1934, ng sng lp ra cng ty Vitamins California. - Cui nm 1939 u 1940 ng i tn cng ty thnh Nutrilite Products theo tn sn phm.

2. Lch s: - u thp nin 1970, vic BHC li chu sc p t nhiu pha khc nhau. - Cui nm 1979, to n thng mi Lin Bang Hoa K cng nhn phng php kinh doanh ny khng phi l "hnh thp o" v c chp nhn v mt lut php. T B lut u tin v kinh doanh a cp ra i ti M. BN HNG A CP TI VIT NAM - u th k XXI, Kinh doanh a cp bt u bc chn vo th trng Vit Nam - n nm 2005, N 110/2005 v Kinh doanh a cp ca th tng chnh ph c ban hnh. - Nm 2009, Hip hi Bn Hng a Cp Vit Nam c thnh lp. - Ngy 31 thng 03 nm 2010, Hip hi Bn hng a cp Vit Nam chnh thc ra mt ti H Ni.

3. Sn phm: - Sn phm trong kinh doanh a cp phi c cht lng tt, cn thit cho hu ht ngi tiu dng. c bit, sn phm phi m bo tnh c quyn, c o th mi kinh doanh theo hnh thc ny c. - Cc dng sn phm c th kinh doanh theo hnh thc bn hng a cp: + Hng tiu dng + M phm + Thc phm dinh dng chc nng,...

II. Phng thc bn hng a cp ca hng Amway: 1. Gii thiu v tp on Amway:


- Rich Devos v Jey Van Andel l 2 nh ng sng lp ra cng ty American Way Corporation (Amway) vo nm 1959. - Hin nay Amway tr thnh mt trong nhng cng ty hng u th gii trong ngnh kinh doanh a cp vi chi nhnh trn 125 quc gia.

- Tri qua 50 nm pht trin, Amway c 65 phng th nghim trn ton th gii , trong c 38 phng th nghim nm pha Ty Michigan, Hoa K. - Thng hiu ca Amway c minh chng bi hn 700 bng sng ch v hn 500 bng sng ch ang ch cp. - Cho n nay, Amway m rng c hi kinh doanh cho hn 3 triu ngi trn th gii v gii thiu trn 450 sn phm ca Amway, doanh thu nm 2008 t 8.2t $ M.

AMWAY TI VIT NAM


- Bt u HKD vo nm 2008
- y l quc gia th 58 ca Amway.

- Quc gia th hai ngoi M c u t nh my sn xut.


Nh my sn xut Amway Vit Nam ti KCN Amata, tnh ng Nai

- 1.100 m2 dnh cho sn xut - 2.200 m2 dnh cho nh kho

Thi hn hot ng ca d n l 50 NM

CC DNG SN PHM CA AMWAY 1. Dng sn phm chm sc gia dng: - Nc ra a nng LOC - Nc ty ra m c Zoom - Nc ra chn Dish Drop - Nc git SA 8,... 2. Dng sn phm chm sc c nhn: - Kem nh rng Glister - Ln kh mi Body Series. - Sa tm G&H. - Dung dch Nc ra tay.

CC DNG SN PHM CA AMWAY 3. Dng sn phm chm sc da: - DD cn bng da, sa lm sng da, sa dng m, sa ra mt, mang nhn hiu Artistry,... 4. Dng sn phm b sung dinh dng mang nhn hiu Nutrilite: - Thc phm b sung B Complex - Thc phm b sung Vitamin C - Thc phm b sung Vitamin khong cht tng hp. - ...

2. Phng thc hot ng kinh doanh ca hng Amway: - Da trn s hnh thnh v pht trin ca h thng mng li, v vy n tun theo hai nguyn l: + Nguyn l chia s (truyn ming).

+ Nguyn tc cp s nhn:

Vy th i vi hot ng kinh doanh thc t ca Amway, lm sao bn c th xy dng v pht trin mng li cho ring mnh
- Bn phi l nh phn phi ca Amway: + Cng dn Vit Nam

+ T 18t tr ln
+ Bn phi mua mt b khi ng bn hng vi chi ph 187k

+ Phi c ngi bo tr
Bn chnh thc tr thnh nh phn phi ca Amway

- Bn bt u t vn v bn cc dng sn phm ca hng:

- Gii thiu, chia s c hi kinh doanh vi nhng ngi khc, hng dn, gip h tr thnh nh phn phi.

- Thu nhp da trn vic tch ly im hng thng t doanh s bn hng.

Trong : + Li nhun bn l (15%): l khon chnh lch gia gi bn cho nh phn phi v gi bn cho khch hng . + Hoa hng thnh tch: khi tng Gi Tr im (PV) hng thng ca bn 600 im, bn s bt u nhn c cc mc khc nhau ca hoa hng thnh tch (nu c). + Hoa hng m rng mng li: c xc nh bng tch ca chnh lch HHTT t tuyn di vi DSBH ca tuyn di (Chnh lch HHTT t tuyn di l hiu s gia HHTT ca tuyn trn v tuyn di).

Tng gi tr im hng thng (PV) 600 1,200 2,400 4,000 7,000 10,000

Mc phn trm hoa hng thnh tch (%) 6% 9% 12% 15% 18% 21%

Gi Tr im (PV): l mt gi tr bng s c quy nh cho mi sn phm. (1PV= 11.000). V d: nu bn c mt sn phm tr gi 6.600.000 th bn c 600PV.

VD1: Amway
Bn 700PV 9%

A 600PV 6%

Mc HHTT

PV
600 - 1.200

%
6% 9% 12%

B 500PV

1800PV 1.200 - 2.400


2.400 - 4.000

4.000 - 7.000 15% Li nhun bn l (LNBL): 7.000 - 10.000 18% 700PV * 11.000 * 15% = 1.155.000 Hoa hng thnh tch (HHTT): 10.000 21% 700PV * 11.000 * 9% = 693.000 Khon chnh lch HHTT t tuyn di: Hoa hng m rng mng li: i vi A: 9% - 6% = 3% i vi B: 9% - 0% = 9% 600PV*11.000*3% + 500PV*11.000*9%= 693.000
DSBH ca A DSBH ca B

Tng thu nhp trong thng: 1.155.000 + 693.000 + 693.000 = 2.541.000

- Cch tnh thu nhp ny ca Amway th hin s cng bng cho cc nh phn phi, chng minh rng y khng phi l mt m hnh kinh doanh theo hnh thp o. - Khi mng li cng m rng v pht trin th thu nhp s cng tng, ln tip na bn s t c cc mc hoa hng khc nh hoa hng Ruby, Hoa hng lnh o, Hoa hng pht trin h thng bn hng, hoa hng Emerald, Hoa Hng Diamond,... - Trao tng cc huy hiu th hin cc cp bc khc nhau: nh huy hiu Silver Producer, Gold Producer, nh phn phi Platinum, Nh phn phi Ruby, Nh phn phi Diamond,... Cho cc nh phn phi xut sc.

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