Gim c Marketing: Qun l v iu hnh Phng Marketing v Phng Nghin cu & pht trin

A. K nngI. K nng t duy:1. Qung b thng hiuTuy hot ng lu nm trong ngnh v thng hiu Dc Hu Giang c xc lp trn th trng Dc Vit Nam song Cng ty vn khng ngng u t cho vic pht trin thng hiu. 2. Chin lc sn phmVi phng chm "Hng vo khch hng", Dc Hu Giang khng ngng a dng ha sn phm, nng cao cht lng, mu m bao b p ng s tn nhim ca khch hng.3. Th trng tiu thDc Hu Giang l doanh nghip duy nht trong ngnh Dc c h thng phn phi su v rng khp lnh th Vit Nam, t Lng Sn n C Mau, t thnh th n nng thn, m bo ni no c ngi dng thuc, ni c Dc Hu Giang. 4. Chin lc khch hngDc Hu Giang xy dng c mt h thng khch hng va su va rng vi hn 20.000 khch hng. Vi phng chm Ly s thnh vng cng i tc lm mc tiu lu di (trch 7 gi tr ct li ca Dc Hu Giang)5. Chin lc giGi bn cc sn phm ca Dc Hu Giang c xc nh theo tng phn khc th trng mc tiu. c bit, Dc Hu Giang xy dng c mt h sn phm p ng tt, y nhu cu iu tr v c gi c ph hp vi thu nhp ca ngi dn vng nng thn.6. Nghin cu v pht trin sn phm miNm bt nhu cu th trng v nh hng sn phm, Dc Hu Giang tch cc a dng ha sn phm trn c s thc hin ng cc quy trnh v kho st th trng, xy dng cc tiu ch la chn khch hng mc tiu, d kin chng trnh qun tr thng hiu, t nh hng chin lc sn phm, kim sot cc hot ng thit k bao b sn phm, m bo mc tiu ph hp vi nhu cu ca ngi tiu dng ng thi mang li hiu qu cao cho Cng ty.Phng Nghin cu v Pht trin sn phm c trang b cc thit b hin i cng vi i ng nghin cu giu kinh nghim v sng to, bi con ngi ca Dc Hu Giang lun Ly tri thc, sng to lm nn tng cho s pht trin (trch 7 gi tr ct li ca Dc Hu Giang).Nm 2005, Dc Hu Giang a ra th trng 25 sn phm c B Y t cp s ng k lu hnh.Nm 2006, Dc Hu Giang c tt c 66 sn phm c B Y t cp s ng k lu hnh, trong c 30 sn phm mi (7 sn phm l thc phm chc nng) tp trung cc dng sn phm gim au - h st, tiu ho, khng sinh, tr ho, b sung vitamin, tng sc khng, sn phm dng ngoi, Dc Hu Giang l n v lun nm trong nhm rt t cc doanh nghip ngnh Dc dn u v nghin cu nhng sn phm vi dng bo ch mi nh: vin si bt, thuc bt si bt, hn dch, dng nh dch tr bao t ...Dc Hu Giang nghin cu v cho ra i cc sn phm c tr mang hm lng khoa hc k thut cao, c s dng trong cc bnh vin, c th nh sau: TTTn bit dcHot chtCng dng

1Apitim 5mg v/10Amlodipin 5mgiu tr cao huyt p, au tht ngc

2TrimetazidinTrimetazidin 2HCl 20mgiu tr au tht ngc

3AtorlipAtorvastatin calcium 20mgThuc h lipid mu

4GlumeforMetformin hydrocloridiu tr tiu ng

5HaginatCefuroximKhng sinh

6KlamentinAmoxicillin+Acid ClavulanicKhng sinh

7HafiximCefixim Khng sinh

Ngun: Dc Hu GiangCc sn phm c tr ca Dc Hu Giang p ng c nhu cu iu tr v gp phn bnh n gi thuc trn th trng Dc Vit Nam.

II. K nng giao tip:1. Vi qun tr vin cp cao: Qun tr vin cp trung s dng kh nng truyn t gip qun tr vin cp cao nhn thy nhng c hi, nhng kin ng gp t qun tr vin c s v qua gip cho cng ti nhn ra nhng hng i mi, nhng cng thc mi hay quy trnh mi em li li ch cho cng ti. Gii thch cho cc qun tr vin cp cao nhng chin lc nhng k hoch ra cng nh bo co thng nin cc hot ng ca b phn mnh qun l. Qun tr vin cp trung cng c th giao tip vi qun tr vin cp cao bng cch a ra nhng gi v phn hi cho cc nh qun tr cp cao. Bi v qun tr vin cp trung tham gia nhiu hn trong cc hot ng hng ngy ca mt cng ty, h c th cung cp thng tin c gi tr cho cc nh qun tr cp cao gip h ci thin hiu sut ca cng ti, m rng tm nhn chin lc.2. Vi cp di: Qun tr vin cp trung l nhng ngi truyn t thng tin nhanh nhy v kp thi t qun tr vin cp cao xung. Tn trng v ha ng vi cp di, ch o thc hin nhng cng vic tng ngy/tun/thng/qu/nm, ra tng v mc tiu hot ng, to ra ng c, thc y, hng dn v truyn ng lc cho cp di ca mnh. Thu thp nhng kin, tng t cp di. Pht hin v bt nhng nhn vin c kh nng.3. Vi i tc: i tc nc ngoi: thnh tho ngoi ng trc tip giao tip vi i tc, nhng cng trnh c r r thng tin, ng ph nhanh vi s bin ng v gi c v cht lng i tc trong nc: to c s tin tng ca bn hng, to cm gic yn tm khi hp tc.Dc Hu Giang xy dng c mt h thng khch hng va su va rng vi hn 20.000 khch hng. Vi phng chm Ly s thnh vng cng i tc lm mc tiu lu di (trch 7 gi tr ct li ca Dc Hu Giang), Dc Hu Giang xc nh chin lc khch hng trn c s t chc v pht trin Cu lc b khch hng. Cu lc b khch hng nh mt thnh vin ca i gia nh Dc Hu Giang. Hi vin ca Cu lc b khch hng lun c chm sc chu o, c hng ch thng, khuyn mi, trao i kinh nghim, hun luyn v cc quyn li khc theo thng, qu, nm. y cng l lc lng nng ct to s n nh doanh s trong qu trnh kinh doanh ca Dc Hu Giang.Tnh n ngy 31/12/2006, s hi vin ca Cu lc b khch hng l 4.190 hi vin, tng 37% so vi nm 2005, trong :Hi vin vng : 1.681 hi vin.Hi vin bc : 1.155 hi vin.Hi vin ng : 1.354 hi vin.Mt s hp ng mua nguyn vt liu c k ktSTTNh cung cpNguyn vt liuGi tr (USD)Thi gian thc hinS hp ng

1NomuraHot cht dc liu1.135.300Nm 2006TC100

2AurobindoHot cht dc liu891.780Nm 2006011/2006

3ACS DobfarHot cht dc liu867.750Nm 2006015/06

4DevelingHot cht dc liu820.235Nm 200606/70.01

5Rudolf lietzHot cht dc liu459.550Nm 2006AV-150

6ACTHot cht dc liu350.000Nm 2006011/2006

7RhodiaHot cht dc liu339.450Nm 200606/100

8FrancopiaHot cht dc liu122.100Nm 200601H06

9BasfHot cht dc liu110.100Nm 200619000

Ngun: Dc Hu GiangMt s hp ng bn sn phm c k ktSTTKhch hngSn phmGi tr (VN)Thi gian thc hinS hp ng

1Medical Trade LLC - Moldova Dc phm6.219.171.5501-12/2006 02/H.DHG.06

2Panaco Pharma Ltd. - Campuchia Dc phm6.000.000.0001-12/2006 5/HKT.DHG.05

3CTCp Dc phm Cn Gi Dc phm37.380.000.0001-12/200603/HMB.DHG.06

4CTCp Ha Dc Minh BcDc phm2.400.000.000 1-12/200601/01/2006 (*)

5Cng ty Dc phm An GiangDc phm2.400.000.000 1-12/200601/01/2006 (*)

6Cng ty Dc phm Phong PhDc phm1.200.000.000 1-12/200601/01/2006 (*)

7CTCp Dc Vt t Y t in BinDc phm 680.000.000 1-12/200601/01/2006 (*)

8CTCp Dc Vt t Y t Lai ChuDc phm 640.000.000 1-12/200601/01/2006 (*)

9Nh thuc Hoi Thanh-TPHCMDc phm 500.000.000 1-12/200601/01/2006 (*)

Ngun: Dc Hu Giang

III. K nng chuyn mn k thut: Am hiu v th trng, nm bt c cc bin ng v xu th ca th trng a ra cc chin lc v gi, qung b thng hiu, gii thiu sn phm, chm sc khch hng C nhiu chin lc tip th, tip cn khch hng mi v gi nim tin vi khch hng ang cB. Chc nng1. Hoch nh chin lc:Qung b thng hiuTuy hot ng lu nm trong ngnh v thng hiu Dc Hu Giang c xc lp trn th trng Dc Vit Nam song Cng ty vn khng ngng u t cho vic pht trin thng hiu. Hin ti, Dc Hu Giang l n v duy nht trong ngnh c phng Marketing vi i ng chuyn vin gm 66 ngi ph trch 3 b phn ln l:Qun l nhn hng (Brand Management): ph trch chuyn bit tng nhn hng, pht trin sn phm theo chin lc nh hng trc.Marketing bn hng (Trade Marketing): l b phn chuyn trch v cc hot ng trong vic nh hng chin lc bn hng ca tng knh phn phi, pht trin knh phn phi, xy dng v h tr mi quan h khch hng bn vng, m bo ch tiu doanh s ra.Marketing dch v (Marketing Service): l b phn thc hin truyn thng qung b trn cc phng tin thng tin, khuych trng thng hiu Dc Hu Giang v cc nhn hng ch lc ca Cng ty.Vi s chuyn mn ha cao, Dc Hu Giang l n v i u trong ngnh Dc v cng tc xy dng thng hiu Cng ty (thng qua cc chng trnh PR - Public Relation) v xy dng cc nhn hng (thng qua cc chng trnh truyn thng, qung co, PR, hi tho, ngy hi gii thiu sn phm v cc hot ng cng ng), to nn tng cho thng hiu Dc Hu Giang ngy cng pht trin vng chc. Thi gian qua, vi s u t k lng cho cng tc qung b thng hiu, nhng nhn hng ca Dc Hu Giang nh: Hapacol, Haginat, Klamentin, Fubenzon, Eff-pha Cam, tr nn quen thuc vi ngi tiu dng v gii iu tr, ng gp ch lc vo doanh s ca ton Cng ty. Chin lc sn phmVi phng chm "Hng vo khch hng", Dc Hu Giang khng ngng a dng ha sn phm, nng cao cht lng, mu m bao b p ng s tn nhim ca khch hng.Chin lc pht trin sn phm trong 5 nm ti c Cng ty nh hng nh sau:M rng qui m sn xut v lin kt vi cc nh my sn xut dc phm trong v ngoi nc. Pht trin nhm hng c tr p ng cho h thng bnh vin, cnh tranh trc tip vi hng ngoi.Pht trin nhm thc phm chc nng nhm a dng ha ng tm.Phn chia cc nhm hng, mi nhm hng, mi nhn hng ch lc c u t, xy dng v qun l mt cch cht ch.Pht trin dng sn phm nn tng cho vng c thu nhp thp.p ng 100% thuc thit yu ca B Y t qui nh.Hin nay, Dc Hu Giang ang c nhng hp ng ln vi Vin nghin cu khoa hc, Vin dinh dng Trung ng v vic nghin cu, bo ch v t vn chuyn mn mt s sn phm thuc nhm thc phm chc nng, t m thm nh hng kinh doanh mi vi nguyn tc a dng ng tm, pht huy ti u h thng phn phi, p ng xu th ca th trng phng bnh hn cha bnh nh: men vi sinh, gii c c th, gim m tha, chm sc sc p.Th trng tiu thDc Hu Giang l doanh nghip duy nht trong ngnh Dc c h thng phn phi su v rng khp lnh th Vit Nam, t Lng Sn n C Mau, t thnh th n nng thn, m bo ni no c ngi dng thuc, ni c Dc Hu Giang. Ring ti Tp. Cn Th, mng li ny tri rng n 100% y t x v 100% y t p. Sn phm ca Dc Hu Giang cn c phn phi thng qua cc nh thuc, bnh vin, trung tm y t, cc cng ty TNHH, cc nh bn s, cc i tc nhng quyn trong v ngoi nc, h thng siu th (ch yu l h thng siu th Coopmart), trng hc, .Sn phm ca Dc Hu Giang c mt trong 98% h thng bnh vin a khoa trn 64 tnh thnh v cc trung tm Y t. Cng ty trng thu vo cc bnh vin ln nh: Bnh vin Nhi ng 1 v 2 Tp.HCM, Bnh vin Tai Mi Hng Tp.HCM, Vin Mt Trung ng, Bnh vin Ch Ry, Bnh vin Thng Nht, Bnh vin 115, Bnh vin Nhi Trung ng, Bnh vin Bch Mai .Nm 2005, doanh thu hng sn xut ca Cng ty t 493 t ng, chim 89% trong tng doanh thu ca Cng ty v chim 10% tng doanh thu hng sn xut ca cc doanh nghip dc trong nc (theo thng k nm 2005 ca Hip hi sn xut kinh doanh Dc Vit Nam).Nm 2006, doanh thu hng sn xut ca Cng ty t 804 t ng, chim 93% trong tng doanh thu ca Cng ty v chim trn 10% tng doanh thu hng sn xut ca cc doanh nghip dc trong nc (theo thng k nm 2006 ca Hip hi sn xut kinh doanh Dc Vit Nam).Doanh thu hng Cng ty sn xut tng khu vc th trng trong nc c th hin qua tng nm theo biu sau:

DOANH THU HNG CNG TY SN XUT THEO KHU VC Triu ngKhu vc

Bn cnh , Dc Hu Giang xy dng c mng li bn hng ti cc th trng xut khu truyn thng Moldova, Ukraina, Nga, Mng C, Rumani, Campuchia, Lo v Hn Quc. Dc Hu Giang cng ng cho mt s cng ty c quyn phn phi sn phm ca Dc Hu Giang cc nc khc. Tng s sn phm c cp php lu hnh ti cc nc ny l trn 50 sn phm, chia lm 03 nhm chnh: nhm tho dc; nhm khng sinh, khng vim, gim au; nhm vitamin. Kim ngch xut khu theo tng nm nh sau:Nm 2004: 332.335 USD.Nm 2005: 451.200 USD.Nm 2006: 746.908 USD. Ngoi ra, Dc Hu Giang cn ang trong qu trnh ng k lu hnh sn phm mt s nc nh: Dominica, Myanmar, Philippines, Litvia, Kazakhstan, .... v d kin trong nm 2007, sn phm ca Cng ty s c cp s lu hnh, ha hn doanh s xut khu cao cho Dc Hu Giang ti cc th trng ny. Trong tng lai, chin lc lu di ca Dc Hu Giang l m rng th trng xut khu sang cc nc ng u, Chu u v cc nc trong khi ASEAN ....Chin lc khch hngDc Hu Giang xy dng c mt h thng khch hng va su va rng vi hn 20.000 khch hng. Vi phng chm Ly s thnh vng cng i tc lm mc tiu lu di (trch 7 gi tr ct li ca Dc Hu Giang), Dc Hu Giang xc nh chin lc khch hng trn c s t chc v pht trin Cu lc b khch hng. Cu lc b khch hng nh mt thnh vin ca i gia nh Dc Hu Giang. Hi vin ca Cu lc b khch hng lun c chm sc chu o, c hng ch thng, khuyn mi, trao i kinh nghim, hun luyn v cc quyn li khc theo thng, qu, nm. y cng l lc lng nng ct to s n nh doanh s trong qu trnh kinh doanh ca Dc Hu Giang.Tnh n ngy 31/12/2006, s hi vin ca Cu lc b khch hng l 4.190 hi vin, tng 37% so vi nm 2005, trong :Hi vin vng : 1.681 hi vin.Hi vin bc : 1.155 hi vin.Hi vin ng : 1.354 hi vin.Chin lc giGi bn cc sn phm ca Dc Hu Giang c xc nh theo tng phn khc th trng mc tiu. c bit, Dc Hu Giang xy dng c mt h sn phm p ng tt, y nhu cu iu tr v c gi c ph hp vi thu nhp ca ngi dn vng nng thn. V th, sn phm ca Cng ty xm nhp vo th trng c thu nhp thp vi lng tiu th ln, thng hiu Dc Hu Giang ngy cng tr nn quen thuc v gn gi vi ngi dn, gp phn tch cc trong cng tc chm sc sc khe cng ng. Bn cnh , Cng ty ang y mnh u t cho nhng sn phm khng sinh th h mi thay th hng ngoi vi cht lng ngang bng v mc gi bn ch bng 50% gi sn phm nhp khu v u t vo nhng sn phm dnh cho ngi c thu nhp cao ph hp vi c ch th trng, vi mi phn khc u c chin lc tip th v qun l ring bit.Tc tng doanh s qua cc nm th hin s thnh cng bc u trong chin lc gi ca Cng ty. Sn phm ca Dc Hu Giang c ngi tiu dng la chn do cht lng, gi c ph hp gn lin vi thng hiu mnh v uy tn trn thng trng. 2. T chc:a. Vi qun l cng vic: iu hnh, qun l, bo co tnh hnh lm vic ca ton b nhn vin di quyn ca mnh. Lp k hoch lm vic - bn m t mc cng vic cn hon thnh v mc tiu ra. Ai s l ngi thc hin v thc hin trong thi gian bao lu? Phn cng lao ng, giao vic ng ngi t c hiu qu cao nht. Phi hp mi ngi lm vic theo nhm mt cch hiu qu. xc nh cc hot ng cn thit phi thc hin t c kt qu, ngh nhng vn lin quan n b phn hon thnh nhim v.b. Vi qun l nhn s: Qun l mi hot ng lin quan n nhn s di quyn ca mnh Bao gm cng tc tuyn dng, phn cng cng vic, phn chia lm vic theo nhm, to ng lc lm vic cho nhn vin, la chn nhn vin, giao cng vic theo chc nng cho cc thnh vin, xy dng tinh thn ng i v lng trung thnh, ph chun cc th tc lm vic trong phm vi b phn trn c s ng li chung ca doanh nghip

3. Lnh o: Xy dng i ng Marketing c trnh cao, chuyn nghip. Marketing l n v tin phong; xy dng tt nh hng, mc tiu, chin lc pht trin ca Cng ty trong ngn hn v di hn con tu Dc Hu Giang vng vng vt ra bin ln. u t qung b tng nhm nhn hng n ngi tiu dng v khch hng mc tiu, thc hin ng b chin lc ko v y. Tip tc t chc nh k cc s kin c quy m ln; nhng hot ng thng hiu chuyn nghip, rm r mang m Bn sc vn ho Dc Hu Giang nhm to s gn kt vi khch hng, s nhn bit su sc ca ngi tiu dng i vi thng hiu Dc Hu Giang v cc nhn hng ca Cng ty. Qung b thng hiu thng qua cc k hi ch trin lm, gii thiu sn phm trong nc v quc t.4. Kim tra: Kim tra, gim st mc hon thnh cng vic ca n v, kim tra kh nng hon thnh mc tiu v chin lc chung. Thng xuyn xt li tnh hiu qu trong cng tc ca n v, b phn mnh qun l t a ra cc hng gii quyt hay c ch o c th cho cp di. C trch nhim kim tra tin thng xuyn theo thng hay qu v bo co vi qun tr cp cao. L ngi trc tip nh gi nng lc ca nhn vin, ph bnh khi h mc li v khen thng khi h hon thnh tt nhim v.