Thương hiệu
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Transcript of Thương hiệu
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hp hnh thc
G ch m nh chin lc hHIU G c n nmi tr mt thng hiu bt ngt trn th trng VN m a gi & d phn KH hnh ch vhp: Sn phm l 1 thnh phn ca thng v bt ngt VEDAN m tng gi tr thng hiu bt ngt AJI-NO-MOTO hiu m truyn thng: Thng hiu l 1 thnh phn ca sn phm est M mi hcu t chc phng Marketing ca cng ty Ajinomoto Vit Nam s hiu tng quan bin tng nh
ng phng php phng vn trc tip n = 300 ngi
MC LC
Li cam hiu Trang nhng cu hi (bin) lm cho hl 1alpha < 0.6 ca sn phm m truyn thng: Thng oan s thnh phn rng s bt ngt AJI-NO-MOTO ca cng ty Ajinomoto Vit Nam n phiEFA nh (i) Mc lc c Danh mc cc bng hai phng sai (ii) gi quan h thnh cc thnh ph tr th a gi hi u hng hiu BT trn th tr th trng Vi i a cc gia phn ca gi n cng trthng tiu dng NGT trnng Vit Namt Nam hai trung bnh (iii) Danh mc cc hnh v, th1)
gh tinhquan v gia cc thnh M Ugi tr thng hiu bt ngt (iv) t v mi ch h cng ngh ln men sn xut bt ngt AJI-NO-MOTO phn ca
Chng 1 Thng hiu v sn phm
TNG QUAN V THNG 1 1 2 5 6 6 7 7 8 8 9 10 11
Sig. (2-tailed) 1.1.
HIU V GI TR THNG HIU1.1.1. Quan im ca cc nh nghin cu 1.1.2. Quan im ca cc nh nghin cu Vit Nam 1.2. 1.3.
Gi tr thng hiu Thnh phn ca gi tr thng hiu 1.3.1 Quan im ca cc nh nghin cu trn th gii 1.3.2 Quan im ca cc nh nghin cu Vit Nam 1.3.2.1 Nhn bit thng hiu 1.3.2.2 Lng ham mun thng hiu 1.3.2.3 Cht lng cm nhn ca ngi tiu dng 1.3.2.4 Lng trung thnh i vi thng hiu 1.3.2.5 Thi i vi cc phng thc chiu th
1.4.
ngha ca vic nng cao gi tr thng hiu i vi doanh nghip
2)3)
Chng 2 - THC TRNG GI TR THNG HIU BT NGT AJI-NO-MOTO TRN TH TRNG VIT NAM
2.1.
S lc v qu trnh hnh thnh v pht trin ca thng hiu bt ngt AJI-NO-MOTO 12
2.1.1. 2.1.2. 2.2.
Thng hiu bt ngt AJI-NO-MOTO trn th gii Thng hiu bt ngt AJI-NO-MOTO Vit Nam
12 13 17 17 18 19
Thc trng gi tr thng hiu bt ngt AJI-NO-MOTO trn th trng Vit Nam trng Vit Nam trng Vit Nam trn th trng Vit Nam2.2.1. Qu trnh nghin cu gi tr thng hiu bt ngt trn th
2.2.2. Cc thnh phn ca gi tr thng hiu bt ngt trn th
2.2.3. Thc trng gi tr thng hiu bt ngt AJI-NO-MOTO
2.2.4. So snh gi tr thng hiu bt ngt AJI-NO-MOTO vi
gi tr thng hiu bt ngt VEDAN trn th trng Vit Nam2.3.
22
Phn tch mt s chnh sch sn xut kinh doanh m Cng ty Ajinomoto v ang thc hin nng cao gi tr thng hiu bt ngt AJI-NO-MOTO 2.3.1 Chnh sch v sn phm 2.3.1.1 Nng cao cht lng sn phm 2.3.1.2 a dng ha sn phm 2.3.2 Chnh sch v phn phi sn phm 2.3.3 Chnh sch v gi v phng thc thanh ton 2.3.3.1 Chnh sch v gi 2.3.3.2 Phng thc thanh ton 2.3.4 Chnh sch v chiu th 2.3.4.1 Qung co 2.3.4.2 Khuyn mi 24 24 24 27 28 30 30 31 32 32 35 36
2.4.
Nhng vn t ra
Chng 3 - MT S GII PHP NHM NNG CAO GI TR THNG HIU BT NGT AJI-NO-MOTO TRN TH TRNG VIT NAM3.1.
nh hng pht trin ca cng ty Ajinomoto Vit Nam n nm 2010 38 Mi quan h gia cc thnh phn ca gi tr thng hiu bt ngt trn th trng Vit Nam C s thc tin ra gii php 38 40 41 42 43
3.2.
3.3.
Mt s gii php nhm nng cao gi tr thng hiu bt ngt AJI-NO-MOTO trn th trng Vit Nam bo m v sinh an ton tuyt i ca sn phm 3.3.1 Tng cng cng tc qun l, nng cao cht lng,
3.3.2 Ch ng trong cng tc phng chng hng gi, hng nhi, km cht lng 3.3.3 a dng kiu dng, mu m bao b ng gi sn phm 3.3.4 M rng i tng khch hng phn phi sn phm 44 3.3.5 Thc hin chnh sch gi lu ng 3.3.4.1 nh gi theo khu vc a l 3.3.4.2 nh gi theo s lng 3.3.7 Tng cng cng tc qung co sn phm 3.3.8 Tng cng cng tc khuyn mi sn phm3.4.
45 45 46 47 51 53 53 53 54
3.3.6 Thc hin nhng phng thc thanh ton linh ng 47
Kin ngh 3.4.1 i vi cng ty Ajinomoto Vit Nam 3.4.1.1 Pht trin nhanh cc i bn hng 3.4.1.2 Nhanh chng thnh lp Phng Marketing
3.4.1.3 Nhanh chng pht trin hot ng PR (Public Relations) lc 3.4.2 i vi Nh nc(b)
57 3.4.1.4 u t ng mc cho cng tc o to ngun nhn 58 58 Kt lun
Ti liu tham kho Ph lc
M U1.
TNH CP THIT CA TI Trn th gii, vic xy dng v pht trin thng hiu c thc hin
t rt lu. C nhng tp on xy dng v pht trin thnh cng cc thng
hiu ni ting nh Coca-Cola, Microsoft, IBM, Mercedes, Honda, Colgate. Nhng thng hiu ny tr thnh thng hiu quc t, c ngi tiu dng khp ni trn th gii nh gi cao v hng nm c bnh bu trong Top nhng thng hiu c gi tr cao nht th gii. Nhng thng hiu ni ting ny n su trong tm thc ca ngi tiu dng, ch cn nghe tn ngi tiu dng bit c sn phm. Vit Nam, thng hiu vn cn l mt khi nim kh mi. Vn thng hiu trn th trng Vit Nam ch mi c pht trin trong nhng nm gn y, khi c s qung b rng ri cc sn phm ca cc tp on quc t nh P&G, Unilever v k t khi mt s sn phm Vit Nam b nh cp thng hiu trn th trng th gii nh vng xp Duy Li, nc mm Ph Quc, c ph Trung Nguyn. Cng vi s pht trin ca nn kinh t - x hi, xu hng tiu dng ca ngi Vit Nam tng bc ha nhp vi xu hng tiu dng th gii. Ngha l thay v tiu dng sn phm nh trc y, ngi Vit Nam bt u chuyn sang tiu dng thng hiu. C nhng sn phm c bn vi gi rt cao mc d gi thnh khng cao n nh vy nhng vn c ngi tiu dng chp nhn, phn ln trong chnh lch chnh l gi tr thng hiu. Mt khi ngi tiu dng chuyn hnh vi tiu dng t sn phm sang tiu dng thng hiu th trong tm tr ca h cho php hnh thnh dn dn mt gi tr cho thng hiu . Bt ngt AJI-NO-MOTO l mt trong nhng thng hiu ni ting trn th gii xm nhp th trng Vit Nam t rt lu v tr nn rt quen thuc vi ngi tiu dng Vit Nam, c bit l ngi ni tr. Hin nay, trn th trng Vit Nam i th cnh tranh chnh ca bt ngt AJI-NO-MOTO l bt ngt VEDAN. Mc d xm nhp th trng Vit Nam sau bt ngt AJI-NO-MOTO nhng bt ngt VEDAN li chim th phn cao hn th phn bt ngt AJI-NOMOTO v ang dn u th trng bt ngt Vit Nam. Chnh v th, vic nghin cu th trng, so snh nh gi ca ngi tiu dng Vit Nam v gi tr thng hiu bt ngt AJI-NO-MOTO vi bt ngt VEDAN, sau xem xt, nh gi li
nhng chnh sch m cng ty Ajinomoto Vit Nam v ang thc hin tr thnh mt nhu cu bc thit. Qu trnh nghin cu v phn tch ny s gip cng ty xc nh c v tr ca bt ngt AJI-NO-MOTO trn th trng Vit Nam ng thi pht hin c nhng im mnh, im yu trong cc chnh sch m cng ty ang thc hin. T , cng ty c c s vng chc hn trong vic hoch nh chnh sch v gii php nhm nng cao hn na gi tr thng hiu bt ngt AJI-NO-MOTO trn th trng Vit Nam. Xut pht t nhu cu , ti mnh dn chn ti MT S GII PHP NNG CAO GI TR THNG HIU BT NGT AJI-NOMOTO TRN TH TRNG VIT NAM lm lun vn tt nghip cao hc kinh t ngnh qun tr kinh doanh kha 2001 2004 ca mnh.2.
MC CH V PHM VI NGHIN CU CA TI
Mc ch nghin cu: ti nghin cu nhm t c cc mc ch sau:1.
Khi qut v phn tch v mt l lun thng hiu v cc thnh phn to nn gi tr mt thng hiu. Nm r v mt thc tin cc thnh phn to nn gi tr mt thng hiu bt ngt trn th trng Vit Nam. ng thi, phn tch nhng nh gi ca ngi tiu dng v thng hiu bt ngt AJI-NO-MOTO so vi i th cnh tranh chnh. Xc nh nhng tn ti trong cc chnh sch m cng ty v ang p dng dn n nhng im hn ch trong nh gi ca ngi tiu dng Vit Nam v thng hiu bt ngt AJI-NOMOTO.
2.
3.
xut cc gii php c bn nng cao gi tr thng hiu bt ngt AJI-NO-MOTO trn th trng Vit Nam, gp phn gip cng ty Ajinomoto Vit Nam hon thnh c nhng mc tiu v s mng m cng ty ra.
Phm vi nghin cu:
ti tp trung nghin cu sn phm bt ngt l sn phm chnh ca thng hiu AJI-NO-MOTO ng thi kho st th trng tiu dng bt ngt ln nht khu vc pha Nam l TP.HCM vi i tng l ngi tiu dng, c bit l ngi ni tr c tui t 18 52.3.
PHNG PHP NGHIN CU V NGHA CA TI
Phng php nghin cu: Phng php c bn, ch yu vn dng nghin cu ti l
phng php lun ca ch ngha duy vt bin chng, kt hp l lun vo thc tin. Ngoi ra, ti cn s dng cc phng php c th nh phng php kinh t nh lng, phng vn khch hng, thu thp s liu thng k, phn tch, so snh, kim nh thc hin vic nghin cu ca ti.
ngha ca ti: ti nghin cu mang li mt s ngha cho cc nh nghin cu cng
nh cc doanh nghip c quan tm qua vic khm ph mt s thnh phn to nn gi tr mt thng hiu hng tiu dng l bt ngt trn th trng Vit Nam ti nghin cu em li mt s ngha thc tin cho cng ty Ajinomoto Vit Nam, gip cng ty c c ci nhn v sn phm bt ngt AJI-NO-MOTO di lng knh ca ngi tiu dng TPHCM ni ring hay Vit Nam ni chung. Bn cnh , mt s gii php c xut da trn c s nghin cu v mt l lun v thc tin gp phn gip cng ty Ajinomoto Vit Nam pht trin c khng nhng thng hiu bt ngt AJI-NO-MOTO m cn c th vn dng pht trin cc sn phm tng t khc ca mnh nh bt nm Aji ngon, Kt qu ca ti nghin cu ny cng gip cc nh kinh doanh cc mt hng bt ngt bit c c tnh c th trong tiu dng ca ngi Vit Nam. ti nghin cu c th lm ti liu tham kho khng ch i vi cng ty kinh doanh mt hng bt ngt m i vi cc cng ty kinh doanh cc mt hng tng t nh m gi, bt nm,.
Ngoi ra, ti nghin cu c th l mt ti liu tham kho i vi nhng nh nghin cu c quan tm n vn thng hiu v gi tr thng hiu trn th trng Vit Nam4.
KT CU CA TI ti gm 3 chng: Chng 1: Tng quan v thng hiu v gi tr thng hiu Gii
thiu v mt l lun cc quan im ca cc nh nghin cu trong v ngoi nc v thng hiu v gi tr thng hiu. ngha ca vic nng cao gi tr thng hiu i vi doanh nghip. Chng 2: Thc trng gi tr thng hiu bt ngt AJI-NO-MOTO trn th trng Vit Nam Gii thiu s lc v thng hiu bt ngt AJINO-MOTO trn th gii v Vit Nam. Thc hin nghin cu th trng v gi tr thng hiu bt ngt AJI-NO-MOTO trong s so snh vi bt ngt VEDAN i th cnh tranh chnh. ng thi, phn tch mt s chnh sch chnh m cng ty Ajinomoto Vit Nam v ang thc hin i vi bt ngt AJI-NO-MOTO. T , khm ph nhng tn ti trong cc chnh sch dn n nhng im hn ch trong nh gi ca ngi tiu dng Vit Nam v thng hiu bt ngt AJINO-MOTO. Chng 3: Mt s gii php nhm nng cao gi tr thng hiu bt ngt AJI-NO-MOTO trn th trng Vit Nam Da trn nhng vn pht hin c Chng 2 v da trn m hnh c kim nh thc t v mi quan h gia cc thnh phn gi tr mt thng hiu bt ngt trn th trng Vit Nam, Chng 3 xut mt s gii php nng cao gi tr thng hiu bt ngt AJINO-MOTO trn th trng Vit Nam
Chng 1: TNG QUAN V THNG HIU V GI TR THNG HIUTrong c ch th trng, nht l trong qu trnh cnh tranh v hi nhp kinh tquc t ang din ra, vic ng k thng hiu m bo quyn s hu tr tu v xc nh gi tr thng hiu trong c cu gi tr ca doanh nghip l hai vn rt quan trng1 [5]. Vy thng hiu l g v gi tr thng hiu l g m li c
coi l hai vn rt quan trng ?1.
THNG HIU V SN PHM1.1.
Quan im ca cc nh nghin cu :
1 Trch kin ca ng Trn Du Lch Vin Trng Vin Kinh t TP.HCM ti bui hi tho ngy 12/10/2002 ti TP.HCM1
T Thng hiu (brand) xut pht t ting NaUy c c ngha ng du bng st nung (to burn) do ngi thi xa ng du ln vt nui ca mnh nhn bit v phn bit chng vi vt nui ca ngi khc. Vi s pht trin ca x hi, c bit l s pht trin ca cc ngnh thng mi v dch v, t thng hiu (brand) khng cn mang ngha n gin nh c m c ngha rng hn. Theo quan im truyn thng m i din l quan im ca Hip hi Marketing Hoa K th: Thng hiu l mt ci tn, t ng, k hiu, biu tng hoc hnh v kiu thit k,... hoc tp hp ca cc yu t trn nhm xc nh v phn bit hng ha hoc dch v ca mt ngi bn hoc nhm ngi bn vi hng ha v dch v ca cc i th cnh tranh [21, tr.27]. Theo quan im ny th thng hiu c hiu l mt thnh phn ca sn phm v c chc nng chnh l dng phn bit sn phm ca nh sn xut ny vi sn phm cng loi ca nh sn xut khc. Tuy nhin, n cui th k XX, cng vi s ra i v pht trin ca ngnh tip th, quan im v thng hiu c nhiu thay i. Nhiu nh nghin cu cho rng nu hiu thng hiu theo quan im truyn thng th khng th gii thch c vai tr ca thng hiu trong tnh hnh nn kinh t th gii ang dn chuyn sang nn kinh t ton cu v cnh tranh ngy cng gay gt. Do , theo quan im mi quan im tng hp, thng hiu khng ch l mt ci tn hay mt biu tng m n phc tp hn nhiu [10]. Thng hiu l mt tp cc thuc tnh cung cp cho khch hng mc tiu cc gi tr m h i hi. iu ny c ngha l, thng hiu khng phi l mt thnh phn ca sn phm m chnh sn phm vi vai tr ch yu l cung cp li ch chc nng cho ngi tiu dng l mt thnh phn ca thng hiu. iu ny cng c ngha l cng vi sn phm, cc thnh phn khc cn li trong Marketing Mix - Tip th hn hp (bao gm: sn phm, gi c, phn phi, chiu th) cng ch l cc thnh phn ca mt thng hiu.
Hai quan im v thng hiu v sn phm c minh ha Hnh 1.1 di y:
Hnh 1.1: Hai m hnh v mi quan h gia sn phm v thng hiu Thng hiu theo quan im mi cng ngy cng c cc nh nghin cu v doanh nghip chp nhn. Theo Hankinson v Cowking th ngi tiu dng c hai nhu cu (1) nhu cu v chc nng (functional needs) v (2) nhu cu v tm l (emotional needs) m sn phm ch p ng c nhu cu li ch chc nng cn thng hiu p ng c c hai nhu cu [10]. Cn Stephen King thuc tp on WPP Group th pht biu Sn phm l nhng g c sn xut trong nh my, thng hiu l nhng g khch hng mua. Sn phm c th b bt chc bi cc i th cnh tranh nhng thng hiu l duy nht. Sn phm c th nhanh chng b lc hu, nhng thng hiu, nu thnh cng s khng bao gi b lc hu [19, tr.1]. Chnh v vy m trong cc hot ng tip th ca doanh
nghip, i tng tip th l sn phm nay dn dn b thng hiu thay th [10].1.2.
Quan im ca cc nh nghin cu Vit Nam
So vi cc nc trn th gii quan tm t rt lu n thut ng thng hiu th Vit Nam, t thng hiu ch c s dng v thu ht s quan tm ca cc doanh nghip cng nh cc nh nghin cu trong mt vi nm tr li y. Chnh v l m cha c mt khi nim chnh thc no v thng hiu Vit Nam, ty theo gic nghin cu m thut ng thng hiu c hiu khc nhau. Chng hn di gic kinh t, ngi ta hiu thng hiu nh sau:-
L cc du hiu hay mt lot du hiu (t ng, hnh v, s, hnh nh) hoc tng hp cc du hiu ny gn vi hng ha hoc dch v, l biu hin bn ngoi.
-
Dng phn bit hng ha, dch v ca mt (hay mt nhm) ngi ny vi hng ha, dch v ca mt (hay mt nhm) ngi khc. Thng hiu nh vy c c ni dung vt cht v hnh thc, n biu hin trong quan h cnh tranh trn th trng ca doanh nghip.
-
Nh vy, thng hiu theo cch hiu ny ging quan im truyn thng v thng hiu trc y trn th gii. Cn di gic php lut, ngi ta thng nh ngha thng hiu gn vi mt s i tng thuc s hu cng nghip. C hai loi kin c a ra:
kin th nht: thng hiu bao gm mt s i tng thuc s hu cng nghip, c th l:-
Nhn hiu hng ha Tn thng mi ca t chc, c nhn dng trong hot ng kinh t Cc ch dn a l v tn gi xut x hng ha.
kin th hai chim i a s cho rng thng hiu trng vi nhn hiu
hng ha. V d nh tc gi Trng Trng Ngha (thi bo Kinh t Si Gn)
pht biu: Thng hiu (cn gi l nhn hiu hng ha, ting Anh l trademark) c nh ngha ca mt sn phm hay dch v di hnh thc mt tn gi, t ng, ch s, tn ngi, t hp mu sc, chm ngn, biu tng, hnh tng, du hiu m nh sn xut khc, in, ng, du, km cp vo sn phm ca mnh khin cho n c phn bit vi sn phm ca ngi khc [18]. Thc ra, coi thng hiu l nhn hiu hng ha hay thng hiu bao gm nhn hiu hng ha, tn thng mi v ch dn a l, tn gi xut x vn c iu cha n v nhng l do sau: Th nht, cc i tng ny c ni dung hon ton khc nhau. C th:-
Nhn hiu hng ha phn bit hng ha. Nhn (Label) hng ha l phng tin th hin nhn hiu; Tn thng mi l tn ca c nhn hay cng ty dng phn bit c nhn hay php nhn trong giao dch; Tn gi xut x hng ha, ch dn a l gn vi hng ha, ch ra nhng c trng ca hng ha no m cc hng ha khc khng c v d cam B H, ch Tn Cng, nc mm Ph Quc. Nh vy, c th coi tn gi xut x hng ha, ch dn a l ging nh mt loi nhn hng ha, gn vi hng ha, biu hin nhn hiu hng ha.
-
-
Th hai, cc i tng ny c qui nh php lut khc nhau, nn chung trong cm t thng hiu s gy kh khn trong xy dng v bo h; s dng n ngi ta khng hiu khi no thng hiu l nhn hiu, khi no l tn giao dch tt yu s dn n nhng hu qu php lut rt tai hi. hiu r hn s khc nhau trong qui nh php lut i vi tng i tng ny xin minh ha qua bng so snh sau:
i tng so snh Nhn hiu hng ha
Vn bng bo h Thi hn hiu lc S dng Giy chng nhn - C hiu lc c ng k nhn hiu hng ha-
quyn
10 nm k chuyn giao mt t ngy np phn hoc ton b n hp l c nhiu quyn s dng i tng gia cho ln,
hn lin tip khc mi ln 10 nm Tn gi xut x Giy chng nhn Hiu lc v thi Khng hng ha xut x hng ha hn tnh t ngy chuyn cp cho khc i c giao tng
quyn s dng
Tm li, thng hiu c cc nh nghin cu cng nh doanh nhn trong v ngoi nc hiu v nhn thc khc nhau. Thng qua nhng phn tch trn v qu trnh tm hiu v thut ng thng hiu, quan im tng hp v thng hiu c pht trin trn th gii trong giai on hin nay l cch hiu ph hp nht i vi thng hiu bt ngt AJI-NO-MOTO m ti nghin cu. Bi l, Th nht, ngoi sn phm chnh l bt ngt thng hiu AJI-NO-MOTO cn c cc sn phm khc nh bt nm, dm. Nhng sn phm ny p ng c nhiu nhu cu chc nng (functional needs) ca ngi tiu dng. Do ,
AJI-NO-MOTO l thng hiu cn cc sn phm bt ngt, bt nm, dm l mt trong nhng thnh phn ca thng hiu. Th hai, thng hiu bt ngt AJI-NO-MOTO ra i t rt lu, n su trong tm tr ngi tiu dng, ngh n n ngi ta ngh n cht lng tt, mt cng ty ton cu vng quanh th gii cho d bt ngt AJI-NO-MOTO b nhi, lm gi. Nh vy, thng hiu bt ngt AJI-NO-MOTO cung cp cho ngi tiu dng c li ch chc nng (functional needs) ln li ch tm l (emotional needs). C th ni bt ngt AJI-NO-MOTO l mt thng hiu thnh cng.2.
GI TR THNG HIUSo vi thut ng thng hiu xut hin kh lu trn th gii th thut
ng Gi tr thng hiu (brand equity) ch mi xut hin vo u nhng nm 80 nhng nhanh chng c s quan tm ca cc nh nghin cu cng nh cc doanh nhn trn th gii. Gi tr thng hiu ngy cng tr nn ph bin trong lnh vc qun tr marketing - thng hiu khng ch cc nc pht trin m cn cc nc ang pht trin. Do , c rt nhiu quan im v cch nh gi v gi tr thng hiu. C th chia lm hai quan im chnh nh sau: Mt l, quan im nh gi di gc ti chnh, khi nim v gi tr thng hiu c:
J.Walker Smith thuc Yakelovic Clancy Schudman cho rng: Gi tr thng hiu l tr gi c th o lng c v mt ti chnh ca cng vic kinh doanh mt sn phm hay dch v thng qua cc hot ng v chng trnh kinh doanh thnh cng;
Theo John Brodsky thuc tp on NPD Group: Gi tr thng hiu l s hiu qu v mt doanh thu v li nhun m cng ty thu c t kt qu ca nhng n lc marketing trong nhng nm trc so vi thng hiu cnh tranh;
Peter Farquhar thuc Trng Claremont Graduate pht biu: Gi tr thng hiu l phn gi tr tng thm cho cng ty v khch hng ca sn phm c gn thng hiu
Hai l, quan im nh gi t gc ngi tiu dng, khi nim v gi tr thng hiu c:
Theo Market Facts, gi tr thng hiu l s hi lng ca khch hng c tip tc mua thng hiu ca cng ty hay khng. V vy, vic o lng gi tr thng hiu ch yu lin quan n lng trung thnh v lng ha cc phn on th trng t nhng nhm khch hng s dng thng xuyn n nhm s dng khng thng xuyn [2]
Theo David A. Aaker ca trng i hc California ti Berkeley: Gi tr thng hiu l mt tp hp cc ti sn c lin quan n thng hiu, tn v biu tng ca thng hiu, gp phn lm tng thm hoc gim i gi tr ca sn phm hay dch v i vi cng ty v khch hng ca cng ty [20]
K.L Keller ti Darthmouth College cho rng: gi tr thng hiu l kin thc ca khch hng v thng hiu (brand knowledge) [22].
Mc d c nhiu khi nim v gi tr thng hiu m in hnh l nhng khi nim trnh by, nhng nhn chung gi tr thng hiu hu ht c nh gi v phn tch t gc ngi tiu dng. Bi v,
nh gi gi tr thng hiu di gc ti chnh tuy gp phn vo vic nh gi ti sn ca mt cng ty (v d nh nm 1980 cng ty Schweppes mua li hng Crush t tp on P&G vi gi 220 triu USD trong phn gi tr thng hiu Crush l 200 triu USD), nhng n li khng gip nhiu cc nh qun tr trong vic tn dng v pht trin gi tr thng hiu.
Hn na, v mt tip th, gi tr ti chnh ca mt thng hiu chnh l kt qu nh gi ca ngi tiu dng v thng hiu .
Chnh v vy, ti ny c thc hin da trn cch hiu v gi tr thng hiu theo quan im th hai nh gi gi tr thng hiu t gc ngi tiu dng (customer based brand equity).
3.
THNH PHN CA GI TR THNG HIU3.1.
Quan im ca cc nh nghin cu trn th gii
Gi tr thng hiu theo quan im t gc ngi tiu dng thng c cc nh nghin cu trn th gii phn tch thnh nhiu thnh phn. K.L Keller ti Darthmouth College cho rng gi tr thng hiu gm hai thnh phn l (1) nhn bit thng hiu (brand awareness) v (2) n tng v thng hiu (brand image) [22]; David A. Aaker ca trng i hc California ti Berkeley ngh bn thnh phn ca gi tr thng hiu l (1) lng trung thnh thng hiu (brand loyalty), (2) nhn bit thng hiu (brand awareness), (3) cht lng cm nhn (perceived quality), (4) cc thuc tnh ng hnh (brand associations) nh a phng, tn mt nhn vt lin quan thng hiu, bng sng ch (patents), mi quan h vi knh phn phi[19]; Lassar & ctg cho rng gi tr thng hiu gm nm thnh phn l (1) cht lng cm nhn, (2) gi tr cm nhn, (3) n tng thng hiu, (4) lng tin v thng hiu ca khch hng, (5) cm tng ca khch hng v thng hiu [10]
3.2.
Quan im ca cc nh nghin cu Vit Nam
Cc nh nghin cu Vit Nam cho rng gi tr thng hiu trn th trng Vit Nam ch yu gm 05 thnh phn nh sau:(1) (2) (3) (4) (5)
Nhn bit thng hiu, Lng ham mun thng hiu, Cht lng cm nhn Lng trung thnh thng hiu. Thi ca ngi tiu dng i vi cc phng thc chiu th (promotion) ca thng hiu.
M hnh l thuyt v mi quan h gia cc thnh phn ca gi tr thng hiu c xut nh sau :
3.2.1.
Nhn bit thng hiu Mc nhn bit thng hiu ni ln kh nng mt ngi tiu dng c
th nhn dng v phn bit nhng c im ca mt thng hiu trong mt tp cc thng hiu c mt trn th trng. Khi mt ngi tiu dng quyt nh tiu dng mt thng hiu no , trc ht, h phi nhn bit thng hiu . Nh vy, nhn bit thng hiu l yu t u tin ngi tiu dng phn loi mt thng hiu trong mt tp cc thng hiu cnh tranh. Do , nhn bit thng hiu l mt thnh phn ca gi tr thng hiu [19],[22].
3.2.2.
Lng ham mun thng hiu
Mt ngi tiu dng ham mun s hu mt thng hiu khi h thch th v n v mun tiu dng n. V vy lng ham mun v thng hiu ni ln mc thch th v xu hng tiu dng [10] S thch th ca ngi tiu dng i vi mt thng hiu o lng s nh gi ca ngi tiu dng i vi thng hiu . Kt qu ca s nh gi c th hin qua cm xc ca con ngi nh thch th, cm mn.... Khi ra quyt nh tiu dng, khch hng nhn bit nhiu thng hiu khc nhau, h thng so snh cc thng hiu vi nhau v c xu hng tiu dng nhng thng hiu m h thch. Nh vy, nhn bit thng hiu l iu cn thit nhng cha . Ngi tiu dng c th nhn bit nhiu thng hiu trong mt tp cc thng hiu cnh tranh. Nhng ch nhng thng hiu no nhn c s thch th ca ngi tiu dng mi c c li th trong cnh tranh. Xu hng tiu dng thng hiu th hin xu hng hnh vi ca ngi tiu dng tc h c xu hng tiu dng hay khng tiu dng mt thng hiu. Do , khi mt ngi th hin s thch th v xu hng hnh vi mun tiu dng mt thng hiu th h s biu hin hnh vi l tiu dng thng hiu . Vy lng ham mun thng hiu l mt thnh phn to nn gi tr mt thng hiu. L thuyt v thi cho rng nhn bit l thnh phn u tin ca thi . Thi ca con ngi i vi mt s vt hay mt s kin c th hin u tin thng qua vic nhn bit s vt hay s kin . Ngha l mt ngi tiu dng khng th c thi ham mun mt khi h cha nhn bit cc thuc tnh ca thng hiu v so snh n vi cc thng hiu cn li. Nh vy, nhn bit thng hiu l yu t cn c to lng ham mun v thng hiu tuy rng nhn bit thng hiu khng phi l yu t duy nht gii thch cho lng ham mun thng hiu. Da trn nhng c s , gi thuyt H1 c a ra nh sau (Xem Hnh 1.2):
Gi thuyt H1: Nu mc nhn bit ca ngi tiu dng v mt thng hiu no tng hay gim th lng ham mun ca h i vi thng hiu cng tng hay gim theo.3.2.3.
Cht lng cm nhn ca ngi tiu dng Yu t chnh ngi tiu dng so snh cc thng hiu vi nhau l
cht lng ca n. Cht lng m ngi tiu dng cm nhn c l yu t m khch hng lm cn c ra quyt nh tiu dng. Cht lng cm nhn ny thng khng trng vi cht lng tht s m nh sn xut cung cp bi ngi tiu dng khng phi l chuyn vin trong lnh vc ny. Vy, cht lng cm nhn c bi khch hng l thnh phn th ba ca gi tr thng hiu [19],[22]. Mt thng hiu c ngi tiu dng cm nhn c cht lng cao th h s biu hin cm xc ca mnh i vi n thch th v mun s hu n hn cc thng hiu khc, tc l h ham mun thng hiu . Ngoi ra, cm nhn c cht lng ca mt thng hiu, ngi tiu dng phi nhn bit c n. Ngha l h khng nhng nhn dng ra n m cn c kh nng so snh, phn bit n vi cc c im v cht lng so vi cc thng hiu khc trong cng mt tp cc thng hiu cnh tranh. T nhng c s trn, ta c th a ra gi thuyt H2 v H3 nh sau (xem Hnh 1.2): Gi thuyt H2: Nu cht lng cm nhn ca ngi tiu dng i vi mt thng hiu no tng hay gim th lng ham mun ca h i vi thng hiu cng tng hay gim theo. Gi thuyt H3: Nu mc nhn bit ca ngi tiu dng i vi mt thng hiu no tng hay gim th cht lng cm nhn ca h i vi thng hiu cng tng hay gim theo.3.2.4.
Lng trung thnh i vi thng hiu Lng trung thnh ca ngi tiu dng i vi mt thng hiu ni ln
xu hng ca ngi tiu dng chn mua v s dng mt thng hiu trong mt h cc sn phm v lp li hnh vi ny [10]. Lng trung thnh thng hiu ng
vai tr quan trng trong s thnh cng ca thng hiu. Thng hiu no to c lng trung thnh ca ngi tiu dng cng cao th li nhun em li cho cng ty cng cao, ngha l thng hiu ny c gi tr cao. Do , lng trung thnh ca ngi tiu dng i vi thng hiu l mt thnh phn ca gi tr thng hiu. ngi tiu dng trung thnh vi mt thng hiu no th cc c tnh ca n phi to c v duy tr lng ham mun ca h i vi thng hiu. Hn na, ngi tiu dng ham mun tiu dng mt thng hiu, h phi cm nhn c cht lng ca n. Ngi tiu dng khng th th hin s ham mun tiu dng hay lp li hnh vi tiu dng nu h cho rng thng hiu khng c cht lng cao. T , chng ta c th a ra cc gi thuyt H4 v H5 nh sau (xem Hnh 1.2): Gi thuyt H4: Nu cht lng cm nhn ca ngi tiu dng i vi mt thng hiu no tng hay gim th lng trung thnh ca h i vi thng hiu cng tng hay gim theo. Gi thuyt H5: Nu lng ham mun ca ngi tiu dng i vi mt thng hiu no tng hay gim th lng trung thnh ca h i vi thng hiu cng tng hay gim theo.3.2.5.
Thi ca ngi tiu dng i vi cc phng thc chiu th ca thng hiu Chc nng ca cc cng c chiu th l thng tin v s hin din ca
mt thng hiu v gi tr m n mang li cho ngi tiu dng. Qung co v khuyn mi l hai cng c chiu th thng c s dng. Nu mt ngi c thi tch cc i vi mt qung co hay mt chng trnh khuyn mi ca mt thng hiu th trc tin l ngi nhn bit c s hin din ca thng hiu trn th trng, phn bit c n vi cc thng hiu cnh tranh. Ngoi ra, mt khi h thch th v qung co, khuyn mi th h s c thi tt i vi thng hiu thng qua cc thng tin t cc qung co v khuyn mi. Nhng thng tin t qung co v khuyn mi cng gip ngi tiu dng
cm nhn c cht lng ca mt thng hiu. Chnh v vy, thi ca ngi tiu dng i vi qung co v khuyn mi c nh hng lm tng hoc gim gi tr ca mt thng hiu. Da trn nhng phn tch trn, ta c th a ra cc gi thuyt H6 v H7 sau y (xem Hnh 1.2): Gi thuyt H6: Nu thi ca ngi tiu dng i vi cc chng trnh qung co v khuyn mi ca mt thng hiu no tng hay gim th mc nhn bit ca h v thng hiu cng tng hay gim theo. Gi thuyt H7: Nu thi ca ngi tiu dng i vi cc chng trnh qung co v khuyn mi ca mt thng hiu no tng hay gim th mc cm nhn v cht lng ca h i vi thng hiu cng tng hay gim theo. Nh vy, qu trnh nghin cu quan im trong v ngoi nc v gi tr thng hiu cho thy mt s im nh sau: Cc quan im v thnh phn ca gi tr thng hiu ca cc nh nghin cu trn th gii c nhiu im tin b, l nn tng cho nhiu nghin cu. Tuy nhin, hu ht cc m hnh nghin cu ny c xy dng trn cc th trng pht trin nn c mc biu th gi tr thng hiu kh cao. Chng hn nh m hnh ca Keller gm hai thnh phn ca gi tr thng hiu l nhn bit thng hiu v n tng thng hiu, trong thnh phn n tng thng hiu l mt khi nim bc cao bao gm nhiu thnh phn nh v d nh ng hnh thng hiu. ng hnh thng hiu li bao gm nhiu thnh phn nh na l thi , thuc tnh, li ch,...; cc thnh phn ny li bao gm nhiu thnh phn nh hn na. V th, vic nghin cu, o lng gi tr thng hiu gp rt nhiu kh khn. Do , nu p dng m hnh ny vo cc th trng m thng hiu pht trin cha cao, qu trnh mua sm, tiu dng cng khng qu phc tp nh Vit Nam l cha ph hp. Bn cnh , cc nh nghin cu Vit Nam cng tin hnh nghin cu v khm ph ra cc thnh phn ca gi tr thng hiu hng tiu dng trn th
trng Vit Nam, ng thi cng xut m hnh v mi quan h gia cc thnh phn ca gi tr thng hiu. M hnh ny c tnh thc tin gn gi hn vi phm vi nghin cu ca ti hng tiu dng bt ngt trn th trng Vit Nam. Do , gi tr thng hiu ca bt ngt AJI-NO-MOTO m ti nghin cu s c thc hin da trn cc thnh phn gi tr thng hiu do cc nh nghin cu Vit Nam pht trin vi m hnh c xut Hnh 1.3.4.
NGHA CA VIC NNG CAO GI TR THNG HIU I VI DOANH NGHIPMt thng hiu c gi tr cao s mang n nhiu li th chin lc cho
doanh nghip:-
H s co dn ca cu so vi gi sn phm thp. Do , doanh nghip c
th bn vi gi cao hn gi ca cc i th cnh tranh c gi tr thng hiu thp hn.-
Gp phn tng hiu qu cc hot ng marketing ca doanh nghip Gp phn lm gim ri ro b cc hot ng marketing ca i th cnh Gip doanh nghip d dng hn trong vic pht trin sn phm cng nh L mt ch bo v cht lng. Bi thng hiu c gn lin vi hnh
tranh tn cng-
gii thiu sn phm mi-
nh v cht lng m ngi tiu dng mun ng hnh. Do , ngi mua s t tin hn trong vic quyt nh la chn.-
Gim ri ro v nhn thc ca ngi tiu dng v sn phm ng thi duy To uy tn cho sn phm ca doanh nghip trong lng ngi tiu dng Gip sn phm bn c nhiu hn do ngi tiu dng nhn thc
tr c s nhn thc cao v sn phm trong nh gi ca ngi tiu dng.-
nn ngi tiu dng trung thnh hn vi thng hiu.-
c thng hiu, chp nhn hnh nh, danh ting ca sn phm v tin tng vo cht lng ca sn phm
-
Gip doanh nghip d dng hn trong hp tc kinh doanh cng nh tm Tm li, mt thng hiu c gi tr cao s mang li cho doanh nghip
ngi h tr (ngn hng, ) khi cn. nhiu li th trong hot ng sn xut kinh doanh, c bit l trong hoch nh cc chnh sch v sn phm, gi, phn phi v cc phng thc chiu th ca sn phm. Kt qu cui cng v mt ti chnh m doanh nghip thu c chnh l s gia tng trong sn lng tiu th, doanh s bn v th phn. T , doanh nghip c th d dng ti a ha c li nhun.
Chng 2: THC TRNG GI TR THNG HIU BT NGT AJI-NO-MOTO TRN TH TRNG VIT NAM2.1.
S LC V QU TRNH HNH THNH V PHT TRIN CA THNG HIU BT NGT AJI-NO-MOTO:Thng hiu bt ngt AJI-NO-MOTO trn th gii
2.1.1.
Thng hiu bt ngt AJI-NO-MOTO c Cng ty S.Suzuki Pharmaceutical tin thn ca tp on Ajinomoto (Nht Bn) ngy nay a ra th trng u tin vo nm 1909 v nhanh chng c ngi tiu dng Nht Bn chp nhn. Khng lu sau , nm 1917, bng vic thnh lp vn phng i din u tin ti New York bt ngt AJI-NO-MOTO bt u bc chn ra khi phm vi nc Nht. V mt nm sau (nm 1918), tp on Ajinomoto tip tc thnh lp vn phng i din th 2 ti Shanghai Trung Quc nh du bc pht trin sang th trng Chu ca bt ngt AJI-NO-MOTO. Tnh n nay tp on Ajinomoto xy dng c 103 nh my ti 22 quc gia thuc Chu Au, Chu v Chu M Latin. Mi nh my c cng sut t 50 - 60 ngn tn/nm [23] Ngy nay, sn phm ca tp on Ajinomoto c mt ti hn 100 quc gia trn th gii. Trn cc th trng ny, hu ht ngi tiu dng u bit n sn phm ca tp on Ajinomoto, c bit l sn phm bt ngt. C th ni thng hiu bt ngt AJI-NO-MOTO n su vo trong tm thc ca ngi tiu dng. Theo mt cuc iu tra ca tp on Ajinomoto ti th trng cc nc ng Nam , mc nhn bit thng hiu bt ngt AJI-NO-MOTO trn cc th trng ny t gn 100% [23]. C l chnh v vy m nm 2003, mc d gp nhiu kh khn nhng thng hiu bt ngt AJI-NO-MOTO vn gi v tr hng u, chim th phn ln nht ti cc th trng Nht Bn (84%), Thi Lan (75%) v vn tip tc gi v tr cao ti th trng Trung Quc, M, Brazin,
Indonesia v Vit Nam (Ngun: Annual Consolicated Financial Report 2004 ca tp on Ajinomoto) Vi nguyn tc kinh doanh dnh mi u tin cho khch hng phi hp vi ngun ti nguyn sng to v p dng nhng cng ngh tin tin cung cp nhng sn phm v dch v tin tin vi tiu chun v cht lng cao nht tp on Ajinomoto to c hnh nh p trong tm thc ngi tiu dng v thng hiu bt ngt AJI-NO-MOTO. Nhc n thng hiu bt ngt AJI-NOMOTO hu ht ngi tiu dng ngh rng l loi bt ngt ni ting, ng tin cy v cht lng, p v mu m v thun tin cho s dng. Ti khp ni trn th gii ngi tiu dng vn lun yu thch v la chn bt ngt AJI-NO-MOTO. Nh vy, tp on Ajinomoto ngy cng ln mnh. Nu nh trc y cng ty S.Suzuki Pharmaceutical ch l mt cng ty nh th n thng 5 nm 1949 tr thnh tp on Ajinomoto - mt trong nhng tp on ln ca Nht Bn - tham gia th trng chng khon Tokyo. Hng nm, doanh thu, li nhun ca tp on tng u t 4% - 10%, ng thi li tc chia cho c ng (c tc) cng c n nh v ang c xu hng tng. Chnh v th, cc nh u t cng nh cc khch hng ngy cng tin tng v trung thnh hn vi cc sn phm ca tp on Ajinomoto. n v tnh: triu Yn Nht Ch tiu Nm 2000 Nm 2001 Nm 2002 Nm 2003 943.5402 Nm ti chnh ca tp on Ajinomoto bt u t ngy 01 thng 04 n 31 thng 03 ca nm sau.2
1.04 31.442 1.61 10.0 1.00 Bng 2.1 Bng phn tch kt qu hot ng kinh doanh ca tp on Ajinomoto (Ngun: Annual Consolicated Financial Report 2004 ca tp on Ajinomoto) Tm li, thng hiu bt ngt AJI-NO-MOTO v ang pht trin cng vi s pht trin lan rng ton cu ca tp on Ajinomoto. Trn th trng hu ht cc nc, bt ngt AJI-NO-MOTO u c ngi tiu dng khng nhng bit n m cn yu thch v la chn. Thng hiu bt ngt AJI-NO-MOTO c ngi tiu dng, c bit l ngi ni tr cm nhn l mt sn phm c cht lng cao, ng tin cy v mang tnh ton cu.2.1.2.
Thng hiu bt ngt AJI-NO-MOTO Vit Nam
Cng vi th trng cc nc trong khu vc nh Trung Quc, Thi Lan, Indonesia, Nht Bn, Malaysia, th trng Vit Nam cng c nhu cu ln v bt ngt. Hin nay, nhu cu tiu dng bt ngt nc ta bnh qun c tnh khong 85.000 tn/nm v d on s tng n mc 100.000 tn/nm vo nm 2008 (Ngun: Phng Kinh doanh - Cng ty Ajinomoto Vit Nam). Bt ngt AJI-NO-MOTO c mt Vit Nam t nhng bui u ngi dn Vit Nam bit s dng bt ngt (m chnh). Trc khi c sn xut ti Vit Nam, bt ngt AJI-NO-MOTO ch yu c nhp khu t cc nc trong khu vc nh Indonesia v Trung Quc. Ch n nm 1991 bt ngt AJI-NOMOTO mi c sn xut ti Vit Nam. Bi vo thi im , Vit Nam ang bt u thc hin chnh sch m ca ku gi u t nc ngoi nn tp on Ajinomoto n Vit Nam thnh lp Cng ty Ajinomoto Vit Nam. Cng ty Ajinomoto Vit Nam trc ngy 16/01/2004 l cng ty lin doanh gia Cng ty K Ngh Thc Phm Vit Nam (gi tt l Cng ty VIFON) vi Cng ty Brodeweek Ltd. (Hong Kong), mt trong cc cng ty con ca tp on
Ajinomoto. Sau ngy 16/01/2004, Cng ty Ajinomoto Vit Nam tr thnh cng ty 100% vn nc ngoi do Cng ty VIFON rt phn hn v c phn ha. Ch hai nm sau khi thnh lp, n nm 1993, l sn phm bt ngt u tin ca Cng ty Ajinomoto Vit Nam c a ra th trng. K t , trn th trng bt u c bt ngt AJI-NO-MOTO c sn xut ti Vit Nam vi ch vit bng Ting Vit trn bao b. Trong nhng nm u do cn gp nhiu kh khn, sn xut trong nc hu nh khng p ng nhu cu tiu th bt ngt AJI-NO-MOTO nn Cng ty Ajinomoto Vit Nam vn phi nhp khu thm bt ngt t cng ty bn Indonesia. T nm 1998 n nay, nh p dng cng ngh sn xut ln men thay cho cng ngh tinh ch, sn lng sn xut ca Cng ty Ajinomoto Vit Nam ngy cng gia tng, hon ton p ng c nhu cu tiu dng bt ngt AJI-NO-MOTO trong nc. Nh , doanh thu ca Cng ty Ajinomoto Vit Nam cng ngy cng c gia tng.
Ch tiu Sn (tn) Doanh
Nm
Nm 1998 13.397 21.233
Nm 1999 16.240 26.238
Nm 2000 20.900 28.782
Nm 2001 23.147 33.790
Nm 2002 27.629 35.346
Nm 2003 30.584 39.037
1997 lng 5.865 thu 12.264
(1000 USD)
Bng 2.2 Sn lng v doanh thu ca Cng ty Ajinomoto Vit Nam giai on 1997 - 2003 (Ngun: Phng kinh doanh - Cng ty Ajinomoto Vit Nam) Vi phng chm V sc khe, tin li v cht lng cho ngi tiu dng, Cng ty Ajinomoto Vit Nam cng nh tp on Ajinomoto chn cht
lng lm cng c chnh trong cnh tranh. V vy, Cng ty khng ngng u t cho my mc thit b, dy chuyn sn xut ci tin cng ngh. Nu nh trc nm 1998 cng ngh sn xut l tinh ch vi ngun nguyn liu ch yu c nhp t nc ngoi th nay cng ty chuyn sang cng ngh ln men s dng ngun nguyn liu cung cp trong nc, nh rt ngn c thi gian sn xut, tng t l ht ln v u, ng thi cng sut sn xut cng c tng t 5.000 tn/nm ln 25.000 tn/nm. Tnh n nm 2003, gi tr my mc thit b ca cng ty t gn 20 triu USD chim gn 43% gi tr tng ti sn. (Ngun: Bo co ti chnh nm 2003 ca Cng ty Ajinomoto Vit Nam). Vi nhng n lc khng ngng , cc sn phm ca Cng ty Ajinomoto Vit Nam, trong c bt ngt AJI-NO-MOTO lin tc t danh hiu HngVit Nam Cht lng cao trong 5 nm lin 1999 2003. Khng nhng u t cho sn xut nng cao cht lng sn phm Cng ty Ajinomoto Vit Nam cn quan tm n cc hot ng khc nh phn phi, qung co.Vi phng thc phn phi c o, tip cn tt vi khch hng, lng nghe v tip thu kin ca khc hng, bt ngt AJI-NO-MOTO tr nn quen thuc vi ngi tiu dng. Ngi tiu dng khng nhng bit m cn yu thch v tin tng bt ngt AJI-NO-MOTO. Theo kt qu cuc iu tra ca Cng ty Tip th, Nghin cu v T vn ACCOR trn 500 ngi ni tr c tui t 25 n 40 tui ti 5 thnh ph ln (H Ni, TP.H Ch Minh, Cn Th, Nng v Nha Trang) vo thng 3/2000:-
99% bit thng hiu AJINOMOTO, 97% bit bt ngt AJI-NOMOTO; 89% v ang dng bt ngt AJI-NO-MOTO ; 61% thch nht bt ngt AJI-NO-MOTO; 81% la chn bt ngt AJI-NO-MOTO v l do chnh l cht lng cao.
-
Chnh nh nhng n lc trn m vi th phn 21% vo nm 2000 n nm 2003 th phn ca bt ngt AJI-NO-MOTO trn th trng Vit Nam t
c 35%, gi v tr th 2 (sau bt ngt VEDAN). Hin nay, Cng ty v ang thc hin cc chin lc kinh doanh gia tng th phn ca mnh so vi i th cnh tranh trn th trng Vit Nam.BIE O U PHA PHOTH N I PHA BO NGO N T T TRE TH N TRG VIE NAM NA 2003 N T M(Nguo Annual Sales Report 2003 cu Cog ty Ajinom VN) n a n oto
10% 10%
5% 35%
AJ I-NO-MOTO (35%) VEDAN (40%) AONE (10%) MIWON (10%) K HA (5%) C
40%
Vi nhng bc thng trm trong hot ng sn xut kinh doanh c lc kh khn c lc thun li, cng ty Ajinomoto Vit Nam tng bc to dng mt ch ng cho sn phm ca mnh trong lng ngi tiu dng Vit Nam. Cc sn phm ca Cng ty, c bit l bt ngt AJI-NO-MOTO tr thnh mt gia v khng th thiu trong cc mn n mang m bn sc Chu ca ngi Vit. Nhn chung, qu trnh hnh thnh v pht trin ca cng ty Ajinomoto Vit Nam hay bt ngt AJI-NO-MOTO sn phm chnh ca cng ty c th c tm tt qua biu li nhun ca Cng ty ti Hnh 2.3. Biu l mt minh chng ti chnh r nt cho pht trin ca cng ty Ajinomoto Vit Nam cng sn phm bt ngt AJI-NO-MOTO trong giai on hin nay.2.2.
THC TRNG GI TR THNG HIU BT NGT AJINO-MOTO TRN TH TRNG VIT NAM
2.2.1. Qu trnh nghin cu gi tr thng hiu bt ngt trn th trng
Vit Nam Gi tr thng hiu bt ngt AJI-NO-MOTO c nghin cu thng qua hai bc chnh: Bc 1, thc hin nghin cu s b. Da trn c s k tha c vn dng cho ph hp nghin cu v gi tr thng hiu ca hng tiu dng ti th trng Vit Nam c thc hin trc y, ti tin hnh nghin cu s b thng qua phng php nh tnh bng k thut tho lun nhm gm 8 ngi. Nghin cu ny c thc hin nhm mc ch hiu chnh v b sung cc bin quan st (cu hi chi tit) o lng cc thnh phn gi tr thng hiu, t
thit k nn Bng cu hi phng vn phc v cho nghin cu chnh thc (xem Ph lc 1 v Bng cu hi phng vn) Bc 2, thc hin nghin cu chnh thc. Nghin cu chnh thc c thc hin bng phng php nh lng thng qua k thut phng vn trc tip ngi tiu dng nhm mc ch thu thp kin ca h v cc thnh phn ca gi tr thng hiu bt ngt AJI-NO-MOTO c s so snh vi bt ngt VEDAN. Theo kinh nghim ca hu ht cc nh nghin cu, kch thc mu (hay cn gi l s ngi c chn phng vn) ti thiu phi t tiu chun 5:1 (tc 5 mu cho mi cu hi). Do , ti thc hin phng vn trc tip khong 300 ngi tiu dng v c hai thng hiu bt ngt. Kt qu thu c 291 bng tr li hp l cho bt ngt AJI-NO-MOTO v 222 bng tr li hp l cho bt ngt VEDAN. Th trng c chn phng vn l th trng TP.H Ch Minh. Bi theo nh gi ca Cng ty Ajinomoto Vit Nam th trng min Nam c sn lng tiu th ng th 2 c nc. V TP.HCM l mt trong nhng th trng c sn lng tiu th cao chim gn 15% sn lng tiu th ca khu vc Min Nam. D liu thu thp ln lt c x l v phn tch thng qua phn mm vi tnh SPSS (xem Ph lc 2 v Qui trnh nghin cu)2.2.2. Cc thnh phn ca gi tr thng hiu bt ngt trn th trng
Vit Nam Mt cch tng qut, cc thnh phn nh hng n gi tr thng hiu ca hng tiu dng trn th trng Vit Nam l 05 thnh phn:(1) (2) (3) (4)
Nhn bit thng hiu (Brand Awareness) Lng ham mun thng hiu (Preferred Buying Intention) Lng trung thnh vi thng hiu (Brand Loyalty) Cht lng cm nhn (Perceived Quality)
(5)
Thi ca ngi tiu dng i vi cc phng thc chiu th m in hnh l qung co v khuyn mi (Attitude towards to Advertising and Sales Promotion)
Tuy nhin, i vi tng mt hng c th th cc thnh phn trn c th thay i. C th l i vi mt hng tiu dng l bt ngt th cc thnh phn nh hng n gi tr ca cc thng hiu bt ngt c s thay i nh sau (Xem Ph lc 6 Phn tch EFA)
Khng nh nhng nhng mt hng tiu dng mang tnh thi trang nh qun o, giy dp, bt ngt l mt gia v dng trong ba n hng ngy nn tr thnh hng tiu dng chnh yu. V th, ngi tiu dng c bit l ngi ni tr, nhng ngi tng i cn thn trong vic bo v sc khe, khi h thch v chn tiu dng loi bt ngt ca thng hiu no th s trung thnh vi loi bt ngt ca thng hiu . Cho nn hai thnh phn: lng ham mun thng hiu (thnh phn th 2) v lng trung thnh thng hiu (thnh phn th 3) khng c s khc bit, c gp chung li thnh mt thnh phn l lng ham mun v trung thnh thng hiu.
Ngc li, thnh phn th 5 - thi ca ngi tiu dng i vi cc phng thc chiu th th c tch ring thnh hai thnh phn c th l thi ca ngi tiu dng i vi qung co v thi ca ngi tiu dng i vi khuyn mi. iu ny chng t rng trong nh gi ca ngi tiu dng, hai phng thc chiu th l qung co v khuyn mi c s khc bit, h khng gp chung chng trong mt thnh phn. T suy ra rng, hai phng thc ny s c s nh hng khc nhau n gi tr ca mt thng hiu bt ngt.
Cc thnh phn cn li l thnh phn 1 nhn bit thng hiu v thnh phn th 4 cht lng cm nhn khng thay i. V d l bt k loi hng tiu dng no trc ht n phi to c s nhn bit ca
khch hng v c ngi tiu dng cm nhn v cht lng ni chung. Vy, vi nhng c tnh ring c ca loi hng tiu dng bt ngt, gi tr ca mt thng hiu bt ngt s b nh hng bi 05 thnh phn l:1. 2.
Nhn bit thng hiu (Brand Awareness); Lng ham mun v trung thnh thng hiu (Preferred Buying Intention & Loyalty); Cht lng cm nhn (Perceived Quality); Thi ca ngi tiu dng i vi qung co (Attitude towards Advertising); Thi ca ngi tiu dng i vi khuyn mi (Attitude towards Sales Promotion)
3. 4.
5.
2.2.3. Thc trng gi tr thng hiu bt ngt AJI-NO-MOTO trn th
trng Vit Nam: Vi thang o nh lng t 1 n 5 (1: Rt yu, 2: Yu, 3: Trung bnh, 4: Kh tt, 5: Rt Tt), nm thnh phn ca gi tr thng hiu bt ngt AJI-NOMOTO c ngi tiu dng Vit Nam nh gi nh sau:
Nhn bit thng hiu: Hin nay, mc nhn bit v phn bit sn phm bt ngt AJINO-MOTO vi cc loi bt ngt khc ca ngi tiu dng ch t mc trung bnh (3.05/5 im) (xem ph lc 7 v phn tch T- test). Kt qu ny cho thy mc nhn bit v phn bit ca ngi tiu dng v bt ngt AJI-NO-MOTO trong s cc bt ngt khc cha cao.
Lng ham mun v trung thnh thng hiu: Trong 05 thnh phn gi tr thng hiu bt ngt AJI-NO-MOTO trn th trng Vit Nam th thnh phn th 2 Lng ham mun v trung thnh thng hiu c s im cao nht (3,65/5 im) (xem Ph lc 7 v Phn tch Ttest). S im ny biu hin rng ngi tiu dng Vit Nam c thch th, c xu hng tiu dng v tng i trung thnh vi bt ngt AJI-NO-MOTO.
Nhng qu trnh nghin cu cng cho thy mc trung thnh ca ngi tiu dng i vi bt ngt AJI-NO-MOTO mc ngi tiu dng chn mua bt ngt khi n c bn sn ti ca hng hay siu th, nu khng c sn bn th h s chn mua loi bt ngt khc. y cng l iu d hiu bi bt ngt l sn phm phc v nhu cu thit yu hng ngy ca con ngi, ngi ta khng th mt qu nhiu thi gian tm mua cho c loi bt ngt m mnh a thch. Do , khi c ngh cho kin v pht biu Ti s khng mua bt ngt khc nu bt ngt AJI-NO-MOTO c bn ca hng th hu ht ngi tiu dng u ng , cn vi pht biu Ti tm mua c bt ngt AJI-NO-MOTO ch khng mua bt ngt khc th hu ht lng l v khng ng (Xem Ph lc 4- Bin LY_17 v LY_18). y cng l mt hn ch m cha thng hiu bt ngt no vt tri hn hn to c s trung thnh tuyt i ca khch hng, trong c c thng hiu bt ngt AJI-NO-MOTO v bt ngt VEDAN.
Cht lng cm nhn: V cht lng cm nhn, tc cht lng m ngi tiu dng cm nhn c t bt ngt AJI-NO-MOTO cng t c mc trung bnh kh (3.60/5 im) (xem Ph lc 7 v Phn tch T-test). S im 3.60/5 cho thy v mt cht lng, bt ngt AJI-NO-MOTO c nh gi mc trn trung bnh cha t n mc cao.Vy c s nh gi khc nhau v cht lng ca bt ngt AJI-NO-MOTO gia nh sn xut v ngi tiu dng. Nh sn xut, c th l Cng ty Ajinomoto Vit Nam n lc cung cp v cho rng sn phm bt ngt m mnh cung cp c cht lng cao cn c vo nhng ch s cht lng ca h. Cn ngi tiu dng, nhng ngi trc tip s dng v quyt nh gi tr thng hiu bt ngt th nh gi cht lng bt ngt AJI-NO-MOTO ch mc trn trung bnh. Chng hn, v tinh khit ca bt ngt (hay cn gi l sch bt ngt khng c tp cht), Cng ty Ajinomoto Vit Nam cho rng sn phm bt ngt ca h c tinh khit cao, khng c tp cht nhng kt qu iu tra kin ngi tiu dng cho thy hu ht ngi tiu dng nh gi sch ca bt
ngt AJI-NO-MOTO ch mc 3.56/5 im (xem Ph lc 4 Bin PQ_26). V vy, c th ra nhng chin lc sn xut kinh doanh ng n, ph hp, cc nh sn xut cng cn phi lu n cht lng m ngi tiu dng cm nhn c t sn phm ca mnh ch khng ch l cht lng m mnh cung cp.
Thi ca ngi tiu dng i vi qung co ca thng hiu: Thi ca ngi tiu dng i vi cc chng trnh qung co ca bt ngt AJI-NO-MOTO c lng ha mc 3.36/5 im. y l s im trn trung bnh. S im ny cho thy ngi tiu dng cho rng cc chng trnh qung co ca bt ngt AJI-NO-MOTO tm c. C th l ni dung qung co cn n iu, t thay i, cha hp dn v cha c thng xuyn lin tc.
Thi ca ngi tiu dng i vi khuyn mi ca thng hiu: Cc chng trnh khuyn mi ca bt ngt AJI-NO-MOTO hin nay c ngi tiu dng nh gi l khu yu nht vi 2.39/5 im (xem Ph lc 7 Phn tch T-test). Trong s 300 ngi c phng vn, rt t ngi bit n chng trnh khuyn mi ca bt ngt AJI-NO-MOTO. Hu ht ngi tiu dng khi c phng vn u cho rng bt ngt AJI-NO-MOTO t trc n nay cha c khuyn mi mc d trn thc t i khi Cng ty Ajinomoto Vit Nam c t chc mt vi chng trnh khuyn mi. Tm li, gi tr thng hiu bt ngt AJI-NO-MOTO trn th trng Vit Nam theo quan im nh gi t gc ngi tiu dng c tm tt nh sau: STT Thnh phn 1 2 Nhn bit thng hiu bt ngt Gi tr nh gi
trung bnh 3.05 Trung bnh Trung kh Trung bnh bnh
AJI-NO-MOTO (Awareness) Lng ham mun v trung thnh thng hiu 3.65 bt ngt AJI-NO-MOTO (Preferred Buying Intention&Loyal) Cht lng cm nhn v bt ngt AJI-NO- 3.60
3
4
MOTO (Perceived Quality) Thi ca ngi tiu dng i vi qung co 3.36 ca thng hiu bt ngt AJI-NO-MOTO (Advertising) Thi ca ngi tiu dng i vi khuyn 2.39 mi ca thng hiu bt ngt AJI-NO-MOTO (Sales Promotion)
kh Trung kh Trung Yu
bnh
5
bnh
Bng 2.3 Bng tm tt cc thnh phn ca gi tr thng hiu bt ngt AJI-NO-MOTO trn th trng Vit Nam Bng tm tt trn cho thy, hin nay gi tr thng hiu bt ngt AJI-NOMOTO trn th trng Vit Nam c ba thnh phn c nh gi mc trung bnh kh, mt thnh phn mc trung bnh v mt thnh phn mc trung bnh yu. Mt cch tng qut, v tr thng hiu bt ngt AJI-NO-MOTO trong tm tr ngi tiu dng Vit Nam mc trn trung bnh (ln hn mc 3 v nh hn mc 4). V tr ny l cao hay thp so vi i th cnh tranh? tr li cu hi ny, chng ta hy so snh gi tr thng hiu bt ngt AJI-NO-MOTO vi cc i th cnh tranh. Hin nay, vi th phn 35% bt ngt AJI-NO-MOTO ch ng sau bt ngt VEDAN ang gi 40% th phn, b cch xa cc loi bt ngt khc ch chim t 5% 10%. V vy, vic so snh gi tr ca thng hiu bt ngt AJI-NO-MOTO vi gi tr thng hiu bt ngt VEDAN l rt cn thit v l c s gip cng ty ra nhng chin lc cnh tranh ph hp.2.2.4. So snh gi tr thng hiu bt ngt AJI-NO-MOTO vi gi tr
thng hiu bt ngt VEDAN trn th trng Vit Nam: Cng vi thang o nh lng t 1 n 5 (1: Rt yu, 2: Yu, 3: Trung bnh, 4: Kh tt, 5: Rt Tt), cc thnh phn ca gi tr thng hiu bt ngt VEDAN c ngi tiu dng Vit Nam nh gi qua bng sau: (xem Ph lc 7 Phn tch T-test) STT Thnh phn Gi tr nh gi
trung 1 2 Nhn bit thng hiu bt ngt bnh 2.77 Trung bnh yu Trung bnh
VEDAN (Awareness) Lng ham mun v trung thnh thng 3.02 hiu bt ngt VEDAN (Preferred Buying Intention&Loyal) Cht lng cm nhn v bt ngt VEDAN 3.31 (Quality) Thi ca ngi tiu dng i vi qung 3.10 co ca thng hiu bt ngt VEDAN (Advertising) Thi ca ngi tiu dng i vi 2.58 khuyn mi ca thng hiu bt ngt VEDAN (Sales Promotion)
3 4
Trung bnh kh Trung bnh
5
Trung bnh Yu
Bng 2.4 Bng tm tt cc thnh phn ca gi tr thng hiu bt ngt VEDAN trn th trng Vit Nam Hin nay theo nh gi ca ngi tiu dng th gi tr thng hiu bt ngt VEDAN c 2 thnh phn c nh gi mc trung bnh, 01 thnh phn c nh gi mc trung bnh kh, 02 thnh phn c nh gi mc trung bnh yu. Mt cch tng qut, bt ngt VEDAN c nh gi v tr trung bnh yu (di mc 3 trn mc 2) Nh vy l c s khc nhau trong nh gi ca khch hng v gi tr thng hiu bt ngt AJI-NO-MOTO so vi bt ngt VEDAN. Nu nh bt ngt VEDAN ch c nh gi mc trung bnh yu th bt ngt AJI-NO-MOTO c nh gi mc trung bnh kh, hi cao hn so vi bt ngt VEDAN. C th l:
Mc nhn bit ca ngi tiu dng v bt ngt AJI-NO-MOTO cao hn so vi bt ngt VEDAN;
Khch hng c ham mun v trung thnh vi bt ngt AJI-NOMOTO hn bt ngt VEDAN; Cht lng m ngi tiu dng cm nhn c t bt ngt AJI-NOMOTO cao hn t bt ngt VEDAN Qung co ca bt ngt AJI-NO-MOTO cng c nh gi cao hn qung co ca bt ngt VEDAN. Tuy nhin, khuyn mi ca bt ngt AJI-NO-MOTO b nh gi thp hn khuyn mi ca bt ngt VEDAN. Thnh phn Nhn bit thng hiu bt ngt AJI-NOMOTO 3.05 VEDAN 2.77 3.02
STT 1 2
(Awareness) Lng ham mun v trung thnh thng 3.65 hiu bt ngt (Preferred Buying Intention&Loyal) Cht lng cm nhn v bt ngt (Quality) 3.60 Thi ca ngi tiu dng i vi qung 3.36 co ca thng hiu bt ngt (Advertising) Thi ca ngi tiu dng i vi 2.39 khuyn mi ca thng hiu bt ngt (Sales Promotion)
3 4 5
3.31 3.10 2.58
Bng 2.5 Bng so snh cc thnh phn ca gi tr thng hiu bt ngt AJI-NO-MOTO vi thng hiu bt ngt VEDAN trn th trng Vit Nam Tm li, qu trnh nghin cu cho thy gi tr thng hiu bt ngt AJINO-MOTO trong lng ngi tiu dng Vit Nam c xc nh mc trn trung bnh. V tr ny tuy cha cao lm nhng vn cao hn so vi i th cnh tranh chnh l bt ngt VEDAN. iu ny chng t rng nhng n lc trong vic nh v thng hiu bt ngt AJI-NO-MOTO ca cng ty Ajinomoto Vit Nam c ngi tiu dng Vit Nam ghi nhn. Tuy nhin, phi chng nhng chnh
sch m cng ty v ang thc hin cn mt s im hn ch nn mc d c ngi tiu dng nh gi cao hn nhng th phn bt ngt AJI-NO-MOTO vn thp hn th phn bt ngt VEDAN.2.3.
PHN TCH MT S CHNH SCH SN XUT KINH DOANH M CNG TY AJINOMOTO VIT NAM V ANG THC HIN NNG CAO GI TR THNG HIU BT NGT AJI-NO-MOTO c c nhng s im nh gi nh trn ca ngi tiu dng dnh
cho bt ngt AJI-NO-MOTO, cng ty Ajinomoto Vit Nam v ang thc hin nhng chnh sch xut kinh doanh sau:2.3.1. Chnh sch v sn phm: 2.3.1.1. Nng cao cht lng sn phm
Vi nguyn tc kinh doanh l cung cp cho khch hng nhng sn phm vi cht lng cao nht nn trong sut thi gian hot ng, Cng ty Ajinomoto Vit Nam khng ngng nng cao cht lng cho cc sn phm m cng ty cung cp, c bit l nng cao cht lng cho sn phm bt ngt AJI-NOMOTO. C th ni ngy nay bt ngt tr thnh mt gia v hu nh khng th thiu trong ch bin cc mn n hng ngy ca chng ta. Vy bt ngt l g? c sn xut nh th no? Cng ty Ajinomoto Vit Nam nng cao cht lng bt ngt AJI-NO-MOTO bng cch no? Khong 1.500 nm trc khi bt ngt c sn xut, cc u bp bit thm mt lng to bin vo canh, sp lm tng hng v ca mn n. Lc , ngi ta cha bit nguyn nhn ti sao. Mi cho n u th k 20 (khong nm 1908), mt s nh ha hc Nht Bn khm ph ra nguyn nhn l do to bin cha mt lng ln glutamate t nhin. Glutatmate l mui natri ca axit glutamic mt loi axit amin tham gia vo qu trnh hnh thnh protein (cht m) v l loi axit amin c nhiu nht trong protein. Ngoi to bin, glutamate
cn c tm thy trong tht, c, nc mm, rau ci, pho-mt, nm, c chua, bp v c trong sa mCc nh nghin cu khm ph ra rng glutamate c vai tr quan trng trong c ch chuyn ha cht b dng trong c th con ngi. Do , b sung thm lng glutamate cho c th con ngi, ngi Nht nghin cu v to ra sn phm bt ngt. Bt ngt c tn ha hc l Monosodium gluatamate (vit tt l MSG) l mt dng glutamate, tc mui natri ca axit glutatmic, v th sn xut bt ngt cn phi c axit glutamic. Trc y, ngun axit glutamic cha sn xut c ti Vit Nam, sn xut bt ngt AJI-NO-MOTO, cng ty Ajinomoto Vit Nam phi nhp khu axit glutamic t cc cng ty bn cng thuc tp on Ajinomoto. Sau khi c nhp khu v, axit glutamic c tinh ch v ng gi to ra bt ngt AJI-NO-MOTO . Cng ngh sn xut bt ngt lc by gi c gi l cng ngh tinh ch. Cng ngh tinh ch c u im l t tn chi ph u t, n gin, nhanh nhng c nhiu khuyt im. Do phi nhp khu bn thnh phm nn cng ty b ng trong sn xut, t l ph phm cao, gi thnh cao v cng sut thp (ch 5.000 tn/nm) Nm 1998, mc d phi tn nhiu chi ph (gn 2 triu USD) nhng cng ty Ajinomoto Vit Nam mnh dn ci tin v i mi cng ngh, chuyn cng ngh sn xut bt ngt t tinh ch sang ln men sn xut axit glutamic bng ngun nguyn liu c sn ti Vit Nam. Cng ngh sn xut ln men gip cng ty Ajinomoto Vit Nam hon ton c th ch ng trong sn xut, gim c t l sn phm hng, gi thnh h v cng sut c nng ln n 25.000 tn/nm, c bit l cht lng bt ngt thu c cao hn so vi trc, c th l tinh khit ( sch) cao hn nn ht bt ngt trng hn, ht bt ngt ln, u v m hn... Hng nm, cng ty Ajinomoto Vit Nam u c k hoch ci tin, i mi my mc thit b hon thin hn cng ngh sn xut, chng hn nh nm 1999 cng ty u t thm thit b sy sng, nm 2001 cng ty trang b thm thit b k thut c c dch ln men.
Ngoi ra, theo di, qun l cht lng sn phm c cht ch, cng ty Ajinomoto Vit Nam thnh lp phng qun l cht lng sn phm. Phng qun l cht lng chu trch nhim kim tra cht lng t khu nguyn liu u vo n bn thnh phm v cho n khi sn phm c hon thnh. Phng qun l cht lng phi m bo c rng tng khu sn xut, bn thnh phm v sn phm c lm ra phi t cc ch tiu cht lng theo yu cu. Nh vy, cc sn phm, c bit l bt ngt AJI-NO-MOTO m cng ty cung cp c c cht lng ngy mt cao hn. Bt ngt AJI-NO-MOTO vi cht lng cao ngy nay c hu ht ngi tiu dng Vit Nam bit n v cm nhn c. Bng chng l qua nghin cu, trong 291 ngi c phng vn khi c ngh cho kin v pht biu: Cht lng ca bt ngt AJI-NO-MOTO rt cao th ch c 3,8% khng ng ; 10,7% lng l hi ng ; 85,5% cn li l ng , rt ng v hon ton ng (xem ph lc 4 - Bin PQ_27). Tuy nhin, qu trnh nghin cu cng cho thy rng hu ht khch hng nh gi cht lng bt ngt AJI-NO-MOTO cao da vo uy tn sn c ca sn phm t trc n nay. y l mt li th nhng cng l mt bt li cho bt ngt AJI-NO-MOTO Vit Nam. Li th l vi uy tn, danh ting sn c, ngi tiu dng s trung thnh chn la bt ngt AJI-NO-MOTO hn. Bt li l do ngh rng bt ngt AJI-NO-MOTO c cht lng cao nn bt k bt ngt mang nhn hiu AJI-NO-MOTO no ngi tiu dng cng xi. Hin nay, trn th trng c mt lng hng bt ngt AJI-NO-MOTO gi, km cht lng. Nhng ngi lm gi bt ngt nm c tm l ngi tiu dng t c thi quen c ghi ch trn bao b, nu c c nhiu ngi cng ngh rng bt ngt nhp khu c cht lng tt hn nn h nhi, lm gi li bt ngt nhp khu t Indonesia. y l loi bt ngt m trc y khi cng sut sn xut khng p ng nhu cu tiu th trong nc, cng ty Ajinomoto Vit Nam phi nhp thm t cng ty Ajinomoto Indonesia. Hin nay, cng ty Ajinomoto Vit Nam khng cn phi nhp khu thm na.
iu ny chng t rng, tuy cng ty rt n lc trong sn xut nng cao cht lng nhng s n lc ny c rt t ngi bit n. Khch hng ch n thun nh gi cht lng bt ngt AJI-NO-MOTO da vo kinh nghim. Phi chng, cng ty Ajinomoto Vit Nam cn m rng hn na cc hot ng qung b, thm quan qui trnh sn xut ngi tiu dng Vit Nam c s hiu bit v bt ngt AJI-NO-MOTO c sn xut ti Vit Nam nhiu hn, gip h cng c nim tin vo cht lng sn phm m cng ty cung cp mi ngi tin tng rng nhng sn phm m cng ty sn xut ra, trong c bt ngt AJINO-MOTO vi cht lng cao l c c s ch khng ch n thun l nh uy tn sn c.2.3.1.2. a dng ha sn phm
Bn cnh nng cao cht lng, cng ty Ajinomoto Vit Nam cn thc hin a dng ha sn phm bt ngt AJI-NO-MOTO Theo nh gi ca cng ty Ajinomoto Vit Nam, trn th trng Vit Nam hin nay c ba nhm khch hng vi ba nhu cu s dng bt ngt AJI-NOMOTO chnh: Th nht l ngi tiu dng. Nhm ngi tiu dng c tch lm hai nhm nh bao gm nhng ngi c nhu cu s dng bt ngt thng xuyn hng ngy v nhng ngi c nhu cu s dng bt ngt khng thng xuyn vo cc dp nh lin hoan, d ngoi, thi nu n; Th hai l cc nh hng, khch sn vi nhu cu s dng bt ngt thng xuyn, i hi cht lng cao v s lng ln ch bin thc n; Th ba l cc c s ch bin thc phm, cc c s ny c nhu cu s dng bt ngt lm ph liu trong sn xut nh cc c s sn xut m n lin, cho n lin (Aone, Miliket, ) Nm bt c nhu cu trn ca tng nhm khch hng, Cng ty Ajinomoto Vit Nam thc hin a dng ha sn phm bt ngt, c th l a dng v kch c ng gi v a dng v chng loi nh sau:
Bt ngt AJI-NO-MOTO dng gi nh 32g, 50g, 100g, 200g c sn xut nhm phc v nhm khch hng l ngi tiu dng s dng bt ngt khng thng xuyn v s lng nh nh lin hoan, picnic, thi nu n
Bt ngt AJI-NO-MOTO vi dng gi c kch thc trung bnh 400g, 454g, 1kg, 5kg p ng nhu cu s dng bt ngt thng xuyn hng ngy ca ngi tiu dng, c bit l ngi ni tr.
Bt ngt AJI-NO-MOTO dng gi ln 25kg bn cho cc c s sn xut ch bin thc phm nh ch bin m, ph, bn n lin Aone, Miliket, Vifon
V p ng nhu cu ca nhm khch hng l cc nh hng, khch sn, cng ty Ajinomoto Vit Nam sn xut loi bt ngt cao cp (hay cn gi l siu bt ngt) c tng cng thm axit nucleotic (vit tt l I+G) gip cho bt ngt c m c hn so vi loi bt ngt thng thng. Loi bt ngt ny c ng thnh gi kch c trung bnh - gi 500g do phn bit vi loi bt ngt AJI-NO-MOTO tiu dng thng thng hng ngy, cng ty Ajinomoto Vit Nam t tn cho loi bt ngt ny l AJI-PLUS.
Bn cnh hot ng sn xut kinh doanh chnh l cung cp sn phm cho th trng trong nc, hin nay cng ty Ajinomoto Vit Nam cng ang sn xut ng gi bt ngt AJI-NO-MOTO dng gi 15g phc v nhu cu xut khu sang cc th trng cc nc nh Chu Phi. y l mt nhu cu mi i vi bt ngt AJI-NO-MOTO. T nhng phn tch trn cho thy cng ty Ajinomoto Vit Nam rt n lc trong vic hon thin sn phm bt ngt ca mnh nhm p ng tng nhu cu c th ca khch hng. Chnh sch a dng ha sn phm bt ngt AJI-NOMOTO gp phn gip cng ty tng c sn lng tiu th v doanh s bn. Kt qu nghin cu m ti thc hin va qua cho thy 60,4% khch hng bit bt ngt AJI-NO-MOTO ng gi a dng (xem Ph lc 4 Bin PQ_25).
Chnh sch a dng ha sn phm bt ngt AJI-NO-MOTO v kch c ng gi v chng loi sn phm nu c thc hin tt s lm tng gi tr cht lng cm nhn ca khch hng v sn phm. Tuy nhin, qu trnh nghin cu cng cho thy chnh sch a dng ha ny cha c u t thc hin ng mc, c th l mc a dng cha c ph bin rng ri ngi tiu dng bit. Minh chng l trong cc cuc phng vn mc d tr li l c bit bt ngt AJINO-MOTO c ng gi di nhiu kch c nhng trc khi tr li nhiu ngi tiu dng phi suy ngh rt lu v cn kh lng l. Bn cnh , hu ht nhng ngi c phng vn cho rng hnh thc ng gi bt ngt kh n iu v bnh thng, t trc n nay ch n thun c ng gi trong dng gi nylon p nha vi ch vit mu . Chnh v nhng l do trn m tnh a dng ca sn phm cha to c n tng trong cht lng cm nhn ca ngi tiu dng (Xem Ph lc 6 Phn tch EFA)2.3.2. Chnh sch v phn phi sn phm:
Nh chng ta bit, bt ngt l loi sn phm phc v cho nhu cu thit yu hng ngy ca con ngi, ngi ta khng th mt qu nhiu thi gian tm kim bng c loi bt ngt m mnh a thch mi khi cn dng. Do , y l loi nhu cu cn c p ng ngay. Nm c tm l tiu dng ny ca khch hng, cng ty Ajinomoto Vit Nam t chc mng li phn phi sn phm rng khp c nc di hai hnh thc ph bin sau: Th nht, t chc cc i bn hng lu ng. Mi i gm 2 nhn vin bn hng, 1 ti x v 01 xe ch hng loi 0,5 tn. Cc i bn hng c phn cng khu vc hot ng v chu s kim sot ca gim st khu vc. Mi i t ln k hoch bn hng c th cho khu vc m mnh ph trch, ti a 3 ngy phi thm li khch hng mt ln. Ngoi ra, i bn hng phi ch ng lin h vi khch hng mt cch thng xuyn, li s in thoi ca mnh v ca kho hng khi c nhu cu t xut khch hng c th ch ng lin h t hng ti kho v hng s c giao tn ni cho ngi mua. Khch hng ca cc i bn hng ch yu l ngi bn s, bn l, bn tp ha, k c cc c nhn, h gia
nh ti cc ch, khu dn c. y l hnh thc phn phi sn phm chnh ca cng ty. Vi hnh thc bn hng ny, cng ty khng h ph thuc vo cc i l m sn phm li c phn phi su rng n tng vng v tng ngi tiu dng trong thi gian ngn nht. Bt k ngi tiu dng no khi c nhu cu xi bt ngt ch cn sang tim tp ha gn nh, ca hng bn l, sp ch hay ci xe c ci t ven ng l c ngay bt ngt AJI-NO-MOTO. Hnh thc ny gip cng ty phn phi sn phm gn nh n tn tay ngi tiu dng m khng qua cc i l nn c th c coi l hnh thc phn phi qua knh trc tip. y l hnh thc phn phi sn phm kh hiu qu, chim v tr quan trng trong h thng phn phi ca cng ty, bng chng l s i bn hng ca cng ty ngy cng gia tng. Hin nay, ton cng ty c gn 100 i bn hng tng hn nhiu so vi nm 1996 ch c 18 i. Th hai, bn theo n t hng trc tip ti cng ty. Cc khch hng ln nh siu th, ca hng ln, nh hng, khch sn, cng ty ch bin thc phm hay cc cng ty c nhu cu bt ngt lm tng phm, khuyn mi thng thng khi c nhu cu h s t hng trc tip ti phng kinh doanh ca cng ty. y l nhng khch hng tuy khng nhiu nhng li c s lng mua mi ln tng i ln. n hng sau khi t cng s c cng ty giao hng tn ni cho khch hng. Cc n v ny ngoi nhu cu mua bt ngt v tiu dng cn c nhu cu phn phi li cho nhng ngi tiu dng cui cng l cc khch hng (nh siu th mua v bn) hay nhn vin (i vi cc n v mua sn phm lm qu biu nhn vin vo dp l tt). Do , c th xem nh y l knh phn phi sn phm 1 cp ca cng ty. Hnh thc ny b sung cho h thng phn phi ca cng ty, gip sn phm ca cng ty c phn phi mt cch ph bin hn cho ngi tiu dng. Ngi tiu dng c th mua c bt ngt AJI-NO-MOTO bt k ni no trn ng v nh. Vi xu hng pht trin ca x hi, ngy cng c nhiu cc siu th, nh hng, khch sn, c s ch bin thc phm cng nh cc n v c nhu cu mua hng bn, biu, tng do m s lng n
hng theo hnh thc bn hng ny cng ngy cng gia tng. Nh , sn lng, doanh s bn hng theo hnh thc ny ngy cng c nng cao. Nh vy, vi hai knh phn phi trc tip v mt cp, cng ty Ajinomoto Vit Nam m bo c s thun tin cho khch hng khi mua bt ngt AJINO-MOTO. Qua cuc iu tra nghin cu cho thy, hu ht ngi tiu dng u ng vi pht biu Bt ngt AJI-NO-MOTO d dng tm mua trn th trng (ch, ca hng, siu th...) (Xem Ph lc 4 - Bin PQ_35). Chnh sch v gi v phng thc thanh ton:2.3.3.1. Chnh sch gi
Gi l mt trong cc yu t quan trng nh hng n nhu cu tiu dng t nh hng n th phn v v th cnh tranh ca sn phm trn th trng. V th, vic nh gi ph hp cho sn phm, gi khng qu cao cng khng qu thp l mt vn cc k quan trng i vi nh sn xut. Hin nay, bt ngt AJI-NO-MOTO c sn xut ti ng Nai sau phn phi ra khp mi min t nc nn cc chi ph vn chuyn, lu kho, bo qun mi vng, mi tnh cng c s khc nhau. Tuy nhin, cng ty Ajinomoto Vit Nam vn thc hin chnh sch gi thng nht vi mc gi bn bng nhau trn khp mi ni trong c nc. Chnh sch gi thng nht to s an tm cho ngi tiu dng khi s dng bt ngt AJI-NO-MOTO ti bt c ni no. H thng gi cc sn phm ca cng ty Ajinomoto Vit Nam trong c bt ngt AJI-NO-MOTO c chia lm hai mc (1) gi bn s v (2) gi tiu dng (gi bn l). Gi bn s c cng ty p dng cho nhng khch hng ln nh siu th, nh hng, ngi bn s,... Gi tiu dng (gi bn l) l gi ngi tiu dng phi tr mua bt ngt AJI-NO-MOTO t ngi bn s, siu th... hay mua trc tip t cng ty. Ngi tiu dng thng thng c tm l cho rng nhng sn phm c gi cao hn mt cht th c cht lng cao hn, cao cp hn so vi sn phm cng loi. Nm bt c tm l ny, trong qu trnh nh gi cho bt ngt AJI-
NO-MOTO, cng ty nh gi cao hn mt cht so vi cc i th, trong c c i th cnh tranh chnh l bt ngt VEDAN. Chnh sch cnh tranh v gi ca cng ty mang li hiu qu ng k. Hu ht khch hng c phng vn u nh gi bt ngt AJI-NO-MOTO cao cp hn, c cht lng cao hn so vi bt ngt VEDAN (trung bnh ngi tiu dng nh gi cht lng bt ngt AJI-NO-MOTO l 3.65/5 cao hn mc nh gi cho VEDAN l 3.31/5 Xem Ph lc 9 Phn tch T-test v bin PQ_27). Ngoi ra, cuc iu tra cng cho thy rng cc khch hng hu ht u cho rng gi bt ngt AJI-NO-MOTO l xng ng. Hn 80% khch hng u ng vi pht biu Bt ngt AJI-NOMOTO xng ng ng tin hn cc thng hiu khc (Xem Ph lc 4 - bin PBI_10). Loi Bt ngt Bt ngt Bt ngt Bt ngt
AJI-NO50g 100g 200g 400g 454g MOTO 1.800 3.500 5.500 10.500 11.900
VEDAN 1.500 2.400 10.100 11.500
AONE 2.500 5.000 10.000 10.800
MIWON 2.800 10.300 -
Bng 2.6 Bng so snh gi tiu dng gia bt ngt AJI-NO-MOTO vi mt s i th cnh tranh v cc chng loi bt ngt thng dng Tuy nhin, vi chnh sch nh gi hi cao hn so vi cc i th cnh tranh nh hin nay th bt ngt AJI-NO-MOTO ch yu mi tip cn c vi tng lp khch hng c thu nhp t trung bnh tr ln cn nhm khch hng c thu nhp thp th bt ngt AJI-NO-MOTO t tip cn c. Bi y l nhm khch hng t quan tm n cht lng, h cho rng bt ngt no cng ging nhau, thng thng mi quan tm ca h khi quyt nh chn mua bt ngt l gi c v trng lng (tc gi phi r v trng lng nhiu).2.3.3.2. Phng thc thanh ton:
Hin nay tng ng vi hai knh phn phi hng ha (1) phn phi trc tip v (2) phn phi mt cp nh phn tch, cng ty Ajinomoto Vit Nam c hai phng thc thanh ton cho cc khch hng. i vi cc i bn hng lu ng th s trc tip thu tin ngay bng tin mt ng vi mi t bn hng, khng cho php li cng n. Cui mi ngy, cc i bn hng phi i chiu vi kho v lng hng xut ra v np vo ngn hng s tin thu c tng ng vi s hng . Hnh thc thanh ton ny c u im l cng ty hu nh khng cn phi b tr ngi i thu tin n, cng n kh i hu nh khng c. Nh vy, cng ty hon ton c th ch ng trong vic s dng tin tng vng quay vn lu ng. Tuy nhin, hnh thc ny mang li bt li cho cng ty trong qu trnh cnh tranh vi i th. Theo phng thc thanh ton ngay ny, nhng khch hng chng may ang b kt vn cha thu hi kp th khng c cng ty cung cp hng bn v khi h s d dng i sang mua hng ca nhng i th cnh tranh c phng thc thanh ton linh ng hn nh tr chm, gi u... i vi nhng khch hng ln nh siu th, nh hng, khch sn, cng ty... mua hng trc tip ti cng ty th phng thc thanh ton s do hai bn tha thun trong hp ng. Ngoi tr nhng trng hp c bit, thng thng, cng ty s p dng phng thc thanh ton l: khch hng ng trc khong 30% 40% gi tr hp ng, s cn li khch hng s thanh ton trong vng t 15 - 30 ngy k t ngy nhn hng. Cng ty rt t khi c chit khu thanh ton cho khch hng. Hnh thc thanh ton ny tuy c s linh ng hn so vi hnh thc trn nhng vn cn cng nhc hn so vi i th. i vi nhng khch hng ln ny, cc i th cnh tranh ca cng ty Ajinomoto Vit Nam hin ang p dng nhng phng thc thanh ton rt hp dn. Khch hng khng phi ng trc tin hng, ch thanh ton trong vng 60 ngy sau khi nhn hng, ngoi ra cn c nhng chnh sch chit khu thanh ton mnh i km nh nu thanh ton trong 10 ngy u th s c hng chit khu 5%, 10 ngy tip theo th hng chit khu 2%....
2.3.3. Chnh sch chiu th (promotion):
Trong nn kinh t th trng cnh tranh ngy cng gay gt nh hin nay, c th ni cc cng ty cnh tranh vi nhau khng ch n thun cnh tranh v gi c, cht lng, mu m m cn cnh tranh v chnh sch chiu th (promotion) nhm mc ch li cun khch hng tiu th sn phm ca mnh. y l mt trong nhng chnh sch quan trng nhm truyn t thng tin sn phm, to hnh nh sn phm, nhc nh v s hin din ca sn phm. Ngoi ra, nhng qung co hay, cht lng cn c tc dng lm thay i v mt tm l, thi quen tiu dng ca khch hng. Hin nay, hai phng thc chiu th c cc cng ty s dng ph bin l qung co v khuyn mi.2.3.4.1.
Qung co: Trong thi gian va qua, cng ty Ajinomoto Vit Nam thc hin
chnh sch qung co cho cc sn phm ca mnh, trong c bt ngt AJI-NOMOTO di nhiu hnh thc nh qung co trn tivi, qung co trn i, qung co trn bo ch, qung co trn cc phng tin giao thng vn ti Truyn hnh (Tivi): Tivi l phng tin qung co hiu qu cao, bi tivi c nhiu ngi xem nht trong s cc phng tin thng tin i chng. Ngoi ra, tivi cn truyn ti c nhiu thng tin nht n vi khch hng v kt hp c nhiu yu t ch , ct truyn, hnh nh, m thanh, mu sc trong qung co. Nm bt c iu ny, cng ty Ajinomoto Vit Nam dnh chi ph qung co trn tivi chim t l cao, t 70 75% trong tng chi ph qung co hng nm. Hin nay, sn phm ca cng ty c qung co trn gn 14 knh truyn hnh khp c nc. Ngoi cc knh truyn hnh a phng nh ng Nai, Ty Ninh, Vng Tu, Bnh Dng hai knh truyn hnh ln thng xuyn c cng ty chn qung co l HTV 7 v VTV 3. V ni dung qung co, nh k khong 6 thng cng ty thay i ni dung qung co mt ln thu ht s ch ca khch hng. Hnh nh c cng ty chn qung co thng l nhng hnh nh biu hin s m cng, s vui
v ca gia nh nh cc b ni tr nu n, cc em hc sinh cp 3 chun b thi nu n ti trng trong nn nhc vui ti, ngn gn, d nh vi thi lng khong 30 giy. Cc mu qung co ny thng c cng ty chn pht sng trong nhng gi c nhiu b ni tr quan tm, chng hn nh qung co vo gia gi chng trnh Chung sc, chng trnh chiu phim bui tra t 12h 13h trn knh HTV7, chng trnh Nh Ch Nht trn knh VTV3, chng trnh Phim truyn bui ti t 10h5 n 11h15 trn knh VTV1 Bn cnh hnh thc qung co thng thng, hin nay cn c hnh thc qung co trn truyn hnh mt cch gin tip, l ti tr cho mt chng trnh m c nhiu khch hng mc tiu ca mnh quan tm. Cng ty Ajinomoto Vit Nam cng ng dng hnh thc ny qung co cho cc sn phm ca mnh bng cch ti tr cho chng trnh Vng trng c nhc pht sng nh k hng thng trn knh HTV7. Vng trng c nhc l chng trnh c nhiu ngi ni tr quan tm, trong chng trnh ny logo (biu tng) AJINOMOTO c trng by trn sn khu trong sut thi gian pht sng. Hnh thc ny khng ch gip bt ngt AJI-NO-MOTO tip cn c cc khch hng ca mnh m cn nng cao c uy tn, danh ting ca cng ty ni chung. Truyn thanh: Ngoi hnh thc qung co trn phng tin truyn hnh, cng ty Ajinomoto Vit Nam cn qung co trn cc phng tin truyn thanh. Cc i pht thanh m cng ty chn qung co bt ngt AJI-NO-MOTO gm c i ting ni Vit Nam knh AM, AM2, FM; i ting ni nhn dn TP.HCM knh AM, FM. Nhng mu qung co bt ngt AJI-NO-MOTO thng gn lin vi nhng chuyn mc thu ht s quan tm ch ca ng o thnh gi nh c nhc, qu tng m nhc. Qung co trn i pht thanh vi cc u im c tnh i chng, phm vi nh hng rng, chi ph thp, gip bt ngt AJINO-MOTO tip cn c vi nhiu tng lp dn c ng thi n c nhng khu vc ngoi , nng thn, vng su vng xa. Bn cnh , qung co trn phng tin truyn thanh cng gip khch hng nh n bt ngt AJI-NO-
MOTO lu hn nh tnh u vit v thi gian qung co khch hng c th nghe mi lc trong ngy nh khi i xe but, xe c quan i cng tc... Bo ch: Hin nay, bo ch cng l mt phng tin c nhiu c gi quan tm. Do , bn cnh cc phng tin thng tin i chng nh truyn hnh, truyn thanh, cng ty cng qung co bt ngt AJI-NO-MOTO trn cc tp ch v cc bo nh Ph n p Bc, Ph n TP.HCM, Ph n Ch Nht, Th gii Ph n, Tip th gia nh v Si Gn Tip th... Nhn chung, cng ty thng ng qung co trn cc bo ch m c gi ch yu l ph n bi y chnh l khch hng mc tiu ca cng ty. Truyn thanh hay truyn hnh c nhng u im l d to s nhn bit sn phm, d nh sn phm, nhng li nhanh v khng lu tr c. Trong khi , bo ch tuy khng c nhng hiu ng ng nh li ni, c ch, hnh ng nhng li c u im l c c lu v lu tr c. Ngi ta khng ai c th nh c tt c nhng g m xem, nghe. Do , sau khi xem tivi, nghe i, c bo xong cc khch hng thng s qun cc qung co nhng khng phi l qun hon ton. V sau khi c nhu cu s dng mt loi sn phm no , bo ch chnh l ni h c th truy tm nhn hiu cng nh ni phn phi sn phm. V vy, c th ni bo ch l mt trong nhng phng tin qung co hu hiu gip khch hng i n quyt nh tiu dng mt sn phm. Phng tin giao thng vn ti: Di gc nhn ca cc nh qung co, phn v ngoi ca cc phng tin giao thng vn ti c xem l cc bng biu qung co di ng. Phng tin qung co ny c u im l xm nhp su rng n nhiu khu vc t thnh ph n nng thn, t nh ga n ng lng, n bn sng. Qung co trn phng tin ny s gip cng ty nhc nh khch hng v s hin din ca sn phm trn th trng. Nm bt c iu ny, hin nay, hu ht tt c cc xe ca cng ty Ajinomoto Vit Nam t xe a rc nhn vin n cc xe bn hng u c sn biu tng hnh nh qung co cc sn phm ca cng ty, trong c bt ngt AJI-NO-MOTO. Ngoi ra, cng ty Ajinomoto Vit Nam cn k hp
ng qung co sn phm ca mnh trn cc xe but lin tnh, xe but ni thnh ti cc thnh ph ln nh TP.HCM, H Ni, ng Nai, Nng
Cc hnh thc qung b sn phm khc: Bn cnh cc loi hnh qung co nh trnh by, hin nay cng ty Ajinomoto Vit Nam cn t chc qung b hnh nh cng ty di hnh thc cc hot ng x hi nh ti tr cho Cu lc b xy dng gia nh hnh phc ca Hi Lin Hip Ph N TP.HCM, ti tr cho cc cuc thi nu n ti cc trng dy ngh nu n (i hc s phm k thut...), ti cc ch (ch Ha Bnh...); thit lp mi quan h vi cc trng i hc (i Hc Khoa Hc T Nhin) trao hc bng v tip nhn sinh vin thc tp ti cng ty; hng nm dnh khong 100 triu ng cho qu hc bng hc sinh ngho hiu hc ca tnh ng Nai.... y l nhng hot ng ngoi ngha x hi cn c mc ch qung b hnh nh cng ty cng cc sn phm ca cng ty, trong c bt ngt AJI-NOMOTO. Thng thng trong cc hot ng ny, khch hng s c thm quan cng ty, thm quan qui trnh sn xut sn phm. Nh vy, khch hng c c s tin tng vo cht lng ca sn phm, sau h s gii thiu sn phm thay cng ty Ajinomoto Vit Nam cho nhng ngi thn quen ca mnh. C th ni y l mt hnh thc qung co gin tip. Tm li, cng ty Ajinomoto Vit Nam rt n lc thc hin cc chng trnh qung co bng cch qung co trn nhiu phng tin thng tin i chng, c gng thng xuyn thay i ni dung qung co thu ht s ch ca khch hng, nhc nh khch hng v s hin din ca bt ngt AJI-NOMOTO. Nhng n lc ny ca cng ty phn no mang li hiu qu, bt ngt AJI-NO-MOTO ngy cng tr nn gn gi v l mt gia v khng th thiu trong cc mn n hng ngy ca mi gia nh Vit Nam. Tuy nhin, phi chng chnh sch qung co vn cn hn ch nn trong nh gi ca ngi tiu dng v chng trnh qung co ca bt ngt AJI-NO-MOTO ch dng li mc trung
bnh kh (3.36/5 im Xem Bng 2.3). Xt mt cch chi tit, ngi tiu dng cho rng cc qung co ca bt ngt AJI-NO-MOTO cha c thng xuyn, lin tc lm (trung bnh nh gi mc thng xuyn ca qung co ch t 3.48/5 im Xem Ph lc 4 Bin AD_19) cn ni dung qung co th bnh thng, khng c sc, khng c g gy n tng (trung bnh nh gi ni dung qung co bt ngt AJI-NO-MOTO ch t 3.35/5 im Xem Ph lc 4 Bin AD_20). Chnh v vy m ngi tiu dng c thi bnh thng, khng thch cng khng ght cc qung co ca bt ngt AJI-NO-MOTO (Xem Ph lc 4 Bin AD_21). y l biu hin ca s qu quen vi sn phm bt ngt AJI-NOMOTO ca ngi tiu dng.2.3.4.2.
Khuyn mi: C l khuyn mi l khu yu nht trong chnh sch chiu th ca cng
ty Ajinomoto Vit Nam. Trong khi cc i th cnh tranh thng xuyn t chc cc chng trnh khuyn mi c gi tr nh bt ngt Miwon, Vedan... th cc chng trnh khuyn mi ca cng ty tnh n nay ch n thun l nhng mn qu nh c tng cho nhng khch hng vo nhng dp l Tt. Chng hn nh tng lch, tng o thun, ng h, nn... cho khch hng vo ngy Tt, dp k nim ngy thnh lp cng ty. Chnh v vy m kt qu nghin cu cho thy thnh phn th 5 trong gi tr ca thng hiu bt ngt AJI-NO-MOTO l thi ca ngi tiu dng i vi khuyn mi ch mc trung bnh yu (trung bnh thi ca ngi tiu dng i vi khuyn mi ca bt ngt AJI-NO-MOTO ch t 2.38/5 im Xem Bng 2.3). Xt mt cch c th th ngi tiu dng nh gi cc chng trnh khuyn mi ca bt ngt AJI-NO-MOTO khng thng xuyn (trung bnh thi ca ngi tiu dng i vi mc thng xuyn ca khuyn mi ch t 2.24/5 im Xem Ph lc 4 bin SP_22) v ni dung khuyn mi khng hp dn (trung bnh thi ca ngi tiu dng i vi mc hp dn ca ca khuyn mi ch t 2.33/5 im Xem Ph lc 4 bin SP_23). Chnh v vy, khch hng khng thch cc chng trnh khuyn mi ca bt ngt AJI-NO-MOTO (Xem Ph lc 4 bin SP_24). y l im yu nht ca bt ngt
AJI-NO-MOTO so vi i th cnh tranh chnh l bt ngt VEDAN. Cuc iu tra nghin cu cho thy c s khc nhau trong thi ca ngi tiu dng i vi khuyn mi ca AJI-NO-MOTO v VEDAN, trong VEDAN c nh gi cao hn vi s im l 2.58/5 (Xem Bng 2.5).2.4.
NHNG VN T RAThng qua vic phn tch mt s chnh sch sn xut kinh doanh m cng
ty Ajinomoto Vit Nam v ang thc hin cho sn phm bt ngt ng thi kt hp vi kt qu iu tra ca ti v gi tr thng hiu bt ngt AJI-NOMOTO trn th trng Vit Nam c so snh vi bt ngt VEDAN, tc gi nhn thy mt s vn sau:1.
V mc nhn bit thng hiu bt ngt AJI-NO-
MOTO : cc chnh sch m cng ty v ang thc hin cha ch trng to s khc bit ha cho sn phm. V th kt qu iu tra cho thy mc nhn bit v phn bit ca ngi tiu dng i vi bt ngt AJI-NO-MOTO cha cao.2.
V lng ham mun v trung thnh thng hiu: qu
trnh iu tra cho thy hin nay cc khch hng tiu th bt ngt AJI-NO-MOTO kh cao tuy nhin ch yu l do thi quen tiu dng c sn. Cc chnh sch m cng ty ang thc hin cha c u t ng mc nh thc lng ham mun v trung thnh ca khch hng. Tnh trng ny c lin tng ging nh tnh trng khch hng th qu quen vi s c mt ca sn phm cn nh sn xut th c mi ng qun trn chin thng.3.
V cht lng cm nhn thng hiu: cht lng m
ngi tiu dng cm nhn c t sn phm khng ch n thun l cht lng sn phm m cn bao gm tt c nhng g m sn phm mang li cho khch hng, to c n tng cho khch hng nh tnh tin ch v ng gi khi s dng, hnh thc bao b p, bt mt. Tuy nhin, hin nay cng ty cha c chnh sch no r rt qung b v nng cao cht lng cm nhn ca ngi tiu dng v bt ngt AJI-NO-MOTO. Chnh v vy, nhng g m ngi tiu dng cm nhn c t bt ngt AJI-NO-MOTO ch c hai yu t l sch v
cht lng chung chung da vo kinh nghim v uy tn c sn ca thng hiu (Xem Ph lc 5, 6 Phn tch Cronbach Alpha v EFA). Hai yu t ny mc d c c n tng khch hng cm nhn nhng cng ch c nh gi mc trung bnh kh. Cc yu t khc nh s a dng trong ng gi sn phm, hnh thc bao b sn phm cha c ngi tiu dng cm nhn.4.
V thi i vi qung co ca bt ngt AJI-NO-
MOTO: ng nh kt qu ca iu tra nghin cu, mc d cng ty qung co sn phm trn nhiu phng tin thng tin i chng bng nhiu hnh thc nhng nhng qung co ny khng thng xuyn, khng lin tc, ni dung cha cun htnn b hu ht cc khch hng nh gi cha cao. Bn thnh phn trn tuy cha c ngi tiu dng nh gi cao nhng vn cn cao hn nh gi ca ngi tiu dng dnh cho bt ngt VEDAN. Nh vy, xt mt cch tng qut bt ngt AJI-NO-MOTO vn c ngi tiu dng nh gi l cao cp hn, tt hn bt ngt VEDAN. Tuy nhin, hin nay th phn ca bt ngt VEDAN vn cao hn th phn ca bt ngt AJI-NO-MOTO. Nguyn nhn chnh l do thnh phn th 5 v mt s hn ch trong cc chnh sch m cng ty Ajinomoto Vit Nam ang p dng c trnh by sau y:5.
V thi i vi khuyn mi ca bt ngt AJI-NO-
MOTO: xut pht t quan im ch quan ca cc lnh o Nht Bn cho rng bt ngt l sn phm thit yu dng hng ngy, gn lin vi sc khe con ngi nu khuyn mi rm r s d dn n hiu lm l sn phm km cht lng. V th, trong khi cc i th cnh tranh, c bit l bt ngt VEDAN ang rm r thc hin cc chng trnh khuyn mi th bt ngt AJI-NO-MOTO hu nh im hi lng ting. Cc chng trnh khuyn mi ca bt ngt AJI-NO-MOTO trong thi gian va qua ch l nhng mn qu nh nh lch, nn, ng h, o thun tng vo nhng dp l tt. Kt qu l, khuyn mi ca bt ngt AJI-NO-MOTO b ngi tiu dng nhn xt km v cn km hn khuyn mi ca bt ngt VEDAN.
Bn cnh , mt s chnh sch kinh doanh ca cng ty Ajinomoto Vit Nam nh chnh sch phn phi sn phm, gi, phng thc thanh ton cha linh hot. C th l cc i bn hng lu ng khng c bn thiu, t chit khu, gi sn phm cn hi cao so vi i th. Chnh v nhng l do trn m cng ty b mt mt lng khch kh ln, kt qu l th phn bt ngt AJI-NOMOTO thp hn th phn ca VEDAN.
Chng 3: MT S GII PHP NHM NNG CAO GI TR THNG HIU BT NGT AJI-NO-MOTO TRN TH TRNG VIT NAM3.1.
NH HNG PHT TRIN CA CNG TY AJI-NOMOTO VIT NAM N NM 2010S mng pht trin ca cng ty Ajinomoto Vit Nam l ng gp mt
phn vo s mng pht trin ca tp on Ajinomoto Tr thnh mt cng ty ton cu c tin tng hng u (Being a Truly Global Company) Da trn s mng pht trin ca c tp on v ca cng ty, lnh o cng ty Ajinomoto Vit Nam ra mt s mc tiu phn u n nm 2010 nh sau:-
Phn u c cp chng nhn tiu chun cht lng ISO 9002 u t qui m m rng sn xut, hon tt cc th tc t ai, xy dng a vo s dng nh kho v nh xng mi trong khu t i din cng ty.
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M rng h thng phn phi thm nhp th trng mi bng cch tng gp i cc i bn hng Phn u t 60% th phn bt ngt Vit Nam
3.2.
MI QUAN H GIA CC THNH PHN CA GI TR THNG HIU BT NGT TRN TH TRNG VIT NAM C S THC TIN RA GII PHPNh trnh by phn trn (Mc 2.2.2 Chng 2), vi nhng c tnh
ring c ca mt hng tiu dng l bt ngt, gi tr mt thng hiu bt ngt trn th trng Vit Nam bao gm 5 thnh phn l:(1)
Nhn bit thng hiu;
(2) (3) (4) (5)
Lng ham mun v trung thnh thng hiu; Cht lng cm nhn; Thi ca ngi tiu dng i vi qung co; Thi ca ngi tiu dng i vi khuyn mi.
Qu trnh nghin cu cho thy nm thnh phn ca gi tr thng hiu bt ngt trn th trng Vit Nam khng c lp m chng c mi quan h mt thit vi nhau, mt thnh phn thay i s nh hng n cc thnh phn khc. (Xem Ph lc 8 Kim nh Correlations). C th l:
Nu mc nhn bit ca ngi tiu dng v mt thng hiu bt
ngt tng hay gim th lng ham mun v lng trung thnh ca h i vi thng hiu bt ngt cng tng hay gim theo (Xem Hnh 3.1 H1);
Nu cht lng cm nhn ca ngi tiu dng i vi mt thng
hiu bt ngt tng hay gim th lng ham mun v lng trung thnh ca h i vi thng hiu bt ngt cng tng hay gim theo (Xem Hnh 3.1 H2);
Nu mc nhn bit ca ngi tiu dng i vi mt thng
hiu bt ngt tng hay gim th cht lng cm nhn ca h i vi thng hiu bt ngt cng tng hay gim theo (Xem Hnh 3.1 H3);
Nu thi ca ngi tiu dng i vi cc chng trnh qung
co ca mt thng hiu bt ngt no tng hay gim th mc nhn bit ca h v thng hiu bt ngt cng tng hay gim theo (Xem Hnh 3.1 H6a);
Nu thi ca ngi tiu dng i vi cc chng trnh khuyn
mi ca mt thng hiu bt ngt tng hay gim th mc nhn bit ca h v thng hiu bt ngt cng tng hay gim theo (Xem Hnh 3.1 H6b);
Nu thi ca ngi tiu dng i vi cc chng trnh qung
co ca mt thng hiu bt ngt tng hay gim th mc cm nhn v cht lng ca h i vi thng hiu bt ngt cng tng hay gim theo (Xem Hnh 3.1-H7a);
Nu thi ca ngi tiu dng i vi cc chng trnh khuyn
mi ca mt thng hiu bt ngt tng hay gim th mc cm nhn v cht
lng ca h i vi thng hiu bt ngt cng tng hay gim theo (Xem Hnh 3.1 H7b) Nh vy, nu mt trong thnh phn gi tr thng hiu bt ngt tng hay gim th s nh hng lm tng hay gim cc thnh phn cn li. V kt qu l gi tr ca c thng hiu bt ngt s tng hay gim theo. Chnh v th, nng cao gi tr mt thng hiu bt ngt trn th trng Vit Nam trong giai on hin nay th mt trong nhng c s thc tin ch yu l phi da vo mi quan h gia cc thnh phn ca gi tr thng hiu. C nh vy th nhng chin lc, gii php ra mi c tnh thc tin v mang li hiu qu cao.3.3.
MT S GIP PHP NHM NNG CAO GI TR THNG HIU BT NGT AJI-NO-MOTO TRN TH TRNG VIT NAMM hnh 3.1 cho thy nng cao gi tr thng hiu bt ngt AJI-NO-
MOTO, trc ht cn phi tng mc nhn bit ca khch hng v thng hiu bi nhn bit thng hiu l thnh phn u tin ca gi tr thng hiu. Nhn bit thng hiu tng ko theo cht lng cm nhn tng v kt qu lng ham mun v trung thnh i vi thng hiu tng. thc hin c tt c nhng iu trn, cn c hng lot nhng chnh sch v gii php thc hin km theo. Qu trnh phn tch mt s chnh sch cng ty Ajinomoto Vit Nam v ang thc hin nng cao gi tr thng hiu bt ngt AJI-NO-MOTO cho thy bn cnh nhng u im em li nhng thnh tu ng k th vn cn tn ti mt s hn ch v khuyt im cn c nhng gii php khc phc c th nng cao hn na gi tr thng hiu bt ngt AJI-NO-MOTO trn th trng Vit Nam, gp phn gip cng ty Ajinomoto Vit Nam t c nhng mc tiu v s mng ra.3.3.1. Tng cng cng tc qun l, nng cao cht lng v bo m v
sinh an ton tuyt i ca bt ngt AJI-NO-MOTO:
Xt v mt cht lng, bt ngt AJI-NO-MOTO c ngi tiu dng nh gi mc trung bnh kh vi 3.65/5 im, cao hn bt ngt VEDAN (3.31/5 im) (Xem Ph lc 9 Phn tch T-test v bin PQ_27). iu ny chng t rng, cht lng bt ngt AJI-NO-MOTO c ngi tiu dng cm nhn cao hn cht lng bt ngt VEDAN. y l mt li th cho bt ngt AJINO-MOTO trong qu trnh cnh tranh. Tuy nhin, mc d c nh gi cao hn cht lng ca VEDAN nhng cht lng bt ngt AJI-NO-MOTO cng ch dng mc trn trung bnh. S nh gi ca ngi tiu dng v cht lng bt ngt AJI-NO-MOTO ch yu l da vo kinh nghim, uy tn cng nh danh ting sn c ca thng hiu. Ngoi ra, xt v cng tc qun l cht lng, AJI-NO-MOTO vn cn yu hn VEDAN, c th l cng ty VEDAN c cp chng nhn ISO 9002 trong khi cng ty Ajinomoto cn ang phn u. Tt c nhng iu ny chng t rng, cng ty cn tng cng hn na trong cng tc qun l cht lng sn phm nhm nng cao hn na cht lng bt ngt AJI-NO-MOTO. Nh trnh by phn trn (Mc 2.3.1.1 Chng 2), cng tc qun l cht lng sn phm hin nay ca cng ty ch n thun l kim tra nguyn vt liu u vo, bn thnh phm v sn phm hon thnh theo nhng tiu chun qui nh. Cng tc qun l cht lng ch do Phng Qun l cht lng m nhim. V vy, nng cao hn na cht lng cc sn phm ca cng ty, trong c bt ngt AJI-NO-MOTO, cng ty cn:-
Nhanh chng xy dng thnh cng h thng qun l cht lng trn phm vi ton cng ty theo tiu chun ISO 9002 nhm nng cao tm quan trng trong cng tc qun l cht lng, cng tc qun l cht lng khng ch ca ring Phng qun l cht lng m phi l ca ton cng ty. C nh vy th cht lng sn phm mi c nng cao, bo m c v sinh an ton tuyt i cho sn phm;
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Mnh dn u t trang thit b o lng v kim tra cht lng h thng kim tra c th thc hin tt hn cng tc kim tra, gim xc sut
v t l sn phm hng, km cht lng bi kim tra c thc hin bng cch ly mu;-
Kt hp ci tin vi i mi my mc thit b sn xut nng cao dn dn cht lng sn phm m khng tn qu nhiu chi ph mt lc; B sung chc nng nhim v cho Phng Qun l cht lng. Phng Qun l cht lng khng ch tham gia vo vic kim tra cht lng sn phm m cn phi tc ng vo qu trnh qun l cht lng sn phm di cc hnh thc nh tham mu cho lnh o lp cc k hoch, cc chng trnh v cht lng; nghin cu a ra nhng tiu chun cao hn i vi sn phm; tm nhng bin php khc phc nhng sai st ca sn phm trong qu trnh sn xut; hng dn cng nhn sn xut m bo cht lng cho sn phm
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Tng cng cc cng tc o to nhng kin thc c bn v cht lng cc cn b qun l v cng nhn. Tiu chun ha i ng cng nhn p ng nhng yu cu trong cng tc qun l v nng cao cht lng sn phm;
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To mi trng v phong tro lm vic v cht lng. C ch khen thng thch ng v mt vt cht v tinh thn cho nhng b phn, nhng c nhn c sng kin v thc hin tt cng tc cht lng sn phm Tm li, tng cng cng tc qun l v nng cao cht lng sn phm
ang l mt nhu cu bc thit v l yu t quan trng quyt nh s thnh bi i vi cng ty Ajinomoto Vit Nam. Cng tc qun l v nng cao cht lng c thc hin tt s lm tng c cht lng cm nhn ca ngi tiu dng. V mt khi cht lng sn phm c khch hng nh gi cao kt hp vi uy tn, danh ting sn c ca thng hiu, cng ty s d dng to c nim tin tng v trung thnh tuyt i vo sn phm ni ngi tiu dng. Biu hin l ngi tiu dng s tm mua bng c bt ngt AJI-NO-MOTO ch khng mua cc bt ngt.
3.3.2. Ch ng trong cng tc phng chng hng gi, hng nhi, km
cht lung: Song song vi cng tc nng cao cht lng sn phm, cng ty cn tng cng cc bin php chng hng gi. Bi nh trnh by, trn th trng hin nay vn cn tn ti nhng gi bt ngt AJI-NO-MOTO b lm gi, km cht lng. bo v ngi tiu dng cng nh bo v hnh nh sn phm, cng ty Ajinomoto Vit Nam cn tch cc hn trong cng tc phng chng hng gi nh:-
Lin h vi cc c quan chc nng cp trung ng nh Chnh Ph, B Thng Mi, Cc Qun l th trng, Cc Cnh st iu tra phng chng ti phm kinh t thng bo tnh hnh hng gi v phi hp cht ch vi cc a phng ch ng, tch cc hn na trong cng tc phng chng hng gi, hng nhi, hng km cht lng;
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Lin h vi cc c quan chc nng ti cc a phng trn c nc nh cc i qun l th trng, Ban qun l ch ch ng xut nhng bin php chng li hng gi ng thi, phi hp vi cc c quan ny truy tm v tch thu hng gi;
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Thng qua cc phng tin thng tin i chng nh truyn hnh, truyn thanh, bo ch a phng, ton quc thng bo tnh hnh hng gi cho ngi tiu dng bit v gip h phn bit hng tht vi hng gi. Ngoi ra, cng ty Ajinomoto Vit Nam cng nn nghin cu mt loi bao
b chng hng gi, c ngha l lm c loi bao b ny ch c cng ngh ca cng ty Ajinomoto Vit Nam mi c th lm c. Bao b chng hng gi khng nht thit nguyn c bao b m c th ch l thm mt con tem chng hng gi do cng ty t thit k v c ng k gn trn bao bt ngt (tng t nh mt s sn phm nh thc phm, m phm lm). thc hin iu ny, chc chn gi thnh bt ngt AJI-NO-MOTO s tng ln. Tuy nhin, theo nghin cu ca ti, hu ht ngi tiu dng khi c phng vn u cho rng bt ngt AJINO-MOTO rt cn c ng gi trong bao b chng hng gi (Xem Ph lc 4 bin Imitative Goods) v h cng sn sng b thm tin (khong 4.000 ng tr
xung/kg) mua c bt ngt AJI-NO-MOTO ng gi bao b chng hng gi (Xem Ph lc 4 Bin Money) Nh vy, vic phng chng hng gi ca cng ty Ajinomoto Vit Nam khng ch gip cho ngi tiu dng m cn gip bn thn cng ty bo v cht lng sn phm, bo v hnh nh cng ty, t nng cao gi tr thng hiu bt ngt AJI-NO-MOTO. Ngi tiu dng s tin tng hn, cm thy c bo v quyn li khi tiu dng sn phm nn cht lng cm nhn ca ngi tiu dng tng v s trung thnh hn vi sn phm.3.3.3.
a dng kiu dng, mu m bao b ng gi sn phm:
Hin nay, cng ty ch mi a dng kch c ng gi sn phm. Theo nh gi ca ngi tiu dng, kiu dng mu m bao b bt ngt AJI-NO-MOTO cn n iu, i khi gy nhm chn v cng cha c tht s tin li khi s dng. Theo iu tra nghin cu ca ti, phn ln khch hng ng thay i kiu dng v mu m bao b ng gi bt ngt AJI-NO-MOTO (xem Ph lc 4 _bin cover). Do , ngoi vic a dng v kch c ng gi, cng ty cng cn quan tm n vic a dng v kiu dng, mu m cho cc gi bt ngt di cc hnh thc nh:-
Thm nhiu mu sc trn cc gi nylon bt ngt thay v ch c mu nh hin nay. Trn ming cc gi bt ngt nn c rng ca khch hng d dng x s dng m khng cn dng dao hoc ko ct.
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Thay i kiu dng gi bt ngt di dng hnh tr (nh dng bch nc x qun o) gip cho n ng c d dng hn khi cha s dng ht. Ngoi ra, cng ty cng c th chuyn dng ng gi bt ngt sang dng hp nha, hoc hp thy tinh c mung nh km theo bn trong khch hng khi mua sn phm v c th s dng ngay. Sau , khi xi ht th c th mua cc bt ngt dng gi v vo s dng tip. Theo cuc iu tra kin ngi tiu dng ca ti c 44,7% khch hng chn bt ngt c ng trong hp nha; 30,6% chn bt ngt c ng trong hp thy tinh (Xem Ph lc 4 Bin Cover)
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Vo nhng dp l tt, cng ty c th thit k a ra nhng kiu dng, mu m ng gi hp hoc gi p mt, sang trng khch hng c th s dng lm qu biu, bi thit ngh bt ngt l mt sn phm hu nh mi gia nh u cn dng, ngi mua v biu cho bn b, ngi thn, c quan, i tc... cng cm thy n hu dng i vi ngi nhn.... Nh trnh by trong phn trn (Mc 2.4 - Chng 2), hin nay cht
lng cm nhn ca ngi tiu dng Vit Nam v sn phm bt ngt AJI-NOMOTO ch n thun c hai yu t l sch v cht lng chung ca sn phm, cn cc yu t lin quan n kiu dng, mu m bao b ng gi cha to c n tng v tnh tin li v p mt nn cha c ngi tiu dng cm nhn. Chnh v vy, gii php ny nu thc hin tt khng ch gip nng cao mc nhn bit v thng hiu m cn b sung thm thnh phn trong cht lng cm nhn ca ngi tiu dng, nng cao cht lng cm nhn ca ngi tiu dng v bt ngt AJI-NO-MOTO.3.3.4.
M rng i tng khch hng phn phi sn phm:
Hin nay, vi pht trin ngy cng cao ca nn kinh t - x hi, nhiu khu cng nghip, khu ch xut c thnh lp v ngi ta ngy cng bn bu vi cng vic ca mnh. H qu l cc nh n ti cc nh my, cc c quan, x nghip v cc trng hc bn tr, ni tr nh mu gio, ph thng ngy cng tng theo. y c xem l nhng i tng khch hng mi c nhu cu tiu dng mt lng bt ngt tng i ln. Tuy nhin, yu cu ca h i vi bt ngt cng cao hn ngi tiu dng gia nh v cht lng, gi c, phng thc giao hng v thanh ton. Thit ngh vi uy tn sn c trn th trng, vic gii thiu sn phm bt ngt AJI-NO-MOTO i vi cc i tng khch hng ny l khng kh, vn cn li l gi c cnh tranh, m bo giao hng tn ni, ng thi hn cng phng thc thanh ton v khuyn mi hp dn. i vi i tng khch hng ny, cng ty cn ch ng c nhn vin tip cn trc tip, trnh khch hng t i tm mua bt ngt ti cc ca hng kinh doanh. Bi thng thng ti cc ca hng h cng m bo iu kin giao
hng, phng thc thanh ton, khuyn mi, tuy nhin h li bn rt nhiu loi bt ngt nn rt d xy ra trng hp thay v gii thiu khch hng dng bt ngt AJI-NO-MOTO th h s gii thiu loi bt ngt khc. Ngoi ra, d g y cng l ca hng kinh doanh, h mua sn phm ca cng ty ri bn li nn gi c cng s cao hn. T dn n bt ngt AJI-NO-MOTO d b mt khch hng. Nu cng ty Ajinomoto Vit Nam m rng c cc i tng khch hng trn th trng Vit Nam s gip cng ty khng ch nng cao c mc nhn bit ca ngi tiu dng m cn nng cao c cht lng m ngi tiu dng cm nhn c t bt ngt AJI-NO-MOTO. T , lng ham mun v trung thnh ca ngi tiu dng vi vi bt ngt AJI-NO-MOTO cng tng theo(Xem Hnh 3.1). Biu hin di gc ti chnh l sn lng, doanh thu, li nhun ca cng ty Ajinomoto Vit Nam s c gia tng.3.3.5.
Thc hin chnh sch gi linh ng
Nh phn tch, hin nay chnh sch gi ca sn phm bt ngt AJINO-MOTO tng i cng nhc v cao hn so vi cc i th cnh tranh nn khch hng ch yu l nhng ngi c thu nhp t trung bnh tr ln. V c l v vy, hin nay mc d c khch hng nh gi tt hn, cao cp hn nhng th phn ca bt ngt AJI-NO-MOTO vn thp hn th phn ca bt ngt VEDAN. khc phc hn ch ny, cng ty Ajinomoto Vit Nam nn c chnh sch gi linh ng hn cho bt ngt AJI-NO-MOTO.3.3.5.1. nh gi theo khu vc a l:
Hin nay, theo thng k ca cng ty Ajinomoto Vit Nam th sn lng tiu th bt ngt AJI-NO-MOTO c phn b ti cc khu vc nh sau: Th trng min Nam : bao gm TP.HCM, cc tnh min ng v min Ty Nam B vi sn lng tiu th chim 41% tng sn lng tiu th bt ngt AJI-NO-MOTO. Trong , th trng TP.HCM l th trng ln vi thu nhp ca ngi dn kh cao th hin nay hu nh bo ha. Cn trn th trng min ng Nam B, bt ngt AJI-NO-MOTO phi cnh tranh gay gt vi i th cnh tranh chnh l bt ngt VEDAN do cng t nh my ti ng Nai. Do , hin
nay ch c th trng min Ty tng i cn b ng, cha c cc cng ty bt ngt khai thc tim nng trong c cng ty Ajinomoto Vit Nam (sn lng bt ngt AJI-NO-MOTO tiu th trn th trng min Ty ch chim 9% tng sn lng tiu th). Nguyn nhn l do tiu th sn phm ti th trng ny cc cng ty u phi tn nhiu chi ph vn chuyn, bo qun, lu kho..... Ngoi tr mt s tnh, thnh ph nh Cn Th, M Tho...hu ht cc tnh min Ty c thu nhp khng ng u, hu ht dn c khu vc ny c thu nhp thp, do mun m rng trng ny, bt ngt AJI-NO-MOTO phi bn vi gi thp hn hin ti. Th trng min Bc l th trng ln nht ca bt ngt AJI-NO-MOTO vi sn lng tiu th hn 50% tng sn lng tiu th ca c nc. Cng nh th trng min Nam, ti cc cc tnh, thnh ph, th x ln nh H Ni, Hi Phng, Qung Ninh... th trng bt ngt gn nh bo ha. Th trng tim nng cn li ca bt ngt AJI-NO-MOTO ch yu l cc vng nng thn, vng su xa vng xa..., ni dn c c thu nhp thp, khng n nh th cng ty li phi cnh tranh gay gt khng ch vi cc thng hiu bt ngt n t min Nam (VEDAN, A-one) m cn vi cc thng hiu bt ngt khu vc pha Bc ang rt c u th v gi c nh bt ngt Miwon (Vnh Phc). Do , c th ni th trng pha Bc tng i bo ha i vi bt ngt AJI-NO-MOTO. Th trng min Trung hin l th trng tiu th bt ngt AJI-NOMOTO thp nht (ch chim khong 7% tng sn lng tiu th ca cng ty). y l th trng tim nng cho bt ngt AJI-NO-MOTO, v cng nh th trng min Ty tiu th sn phm bt ngt ti th trng ny, cc cng ty bt ngt khu vc pha Nam cng nh pha Bc u phi tn chi ph vn chuyn, bo qun v lu kho nn kh nng cnh tranh v v tr a l l nh nhau gia cc cng ty. Tuy nhin, min Trung li l khu vc thng xuyn gp thin tai, l lt, hn hn, i sng ngi dn y tng i kh khn vi thu nhp thp, khng n nh v khng ng u nn khng c cc cng ty bt ngt khc mn m lm. Do
, c th ni nu thm nhp vo th trng ny vi mc gi thp c ngi tiu dng chp nhn, bt ngt AJI-NO-MOTO s t b cnh tranh gay gt hn. Chnh v vy, cng ty cn m rng th trng phn phi sn phm. V thc hin gii php ny, cng ty Ajinomoto Vit Nam nn a dng mc gi bt ngt theo khu vc a l. C th l cng ty c th vn gi mc gi ti cc th trng TP.HCM, min ng Nam B, min Bc nhng nn nh gi bn thp hn ti cc th trng min Trung v min Ty Nam B.3.3.5.2.
nh gi theo s lng:
Nhm khuyn khch cc khch hng mua hng vi s lng ln, cng ty Ajinomoto Vit Nam nn p dng chnh sch gi bc thang gim dn, c th l nu khch hng mua bt ngt t n sn lng nh mc 1 no th gi bn gim X%, nu m
