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Transcript of VanLuong.blogSpot.com Vinasoy
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B CNG THNGTRNG I HC CNG NGHIP TP. HCM
KHOA QUN TR KINH DOANH
TIU LUN
Mn: Qun tr Marketing
ti:
K HOCH MARKETING
SN PHM SA U NNHVINASOY
GVHD: Th.S Trn Phi Hong
Nhm thc hin: 1Ko2
Lp hc phn: 210703001
Thnh ph H Ch Minh, thng 10 nm 2011
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DANH SCH NHM 1Ko2
STT H v tn MSSV Ghi ch1 Nguyn Cng Bnh 08103231
2 Phm Th Duyn 08108851
3 Bi inh Quang Huy 08112181 Nhm trng
4 Trnh Th Hng 08110871
5 Phm Th Phng 08108841
6 Phm Th Thanh Thy 08093651
7 Phm Th Thanh Thy 08102011
8 o Th Huyn Trang 09204921
9 Lm Th Thu Trang 08113711
10 Nguyn Th Thy Trang 08108671
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NHN XT CA GING VIN
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MC LC
PHN M U..........................................................................................6PHN NI DUNG......................................................................................8CHNG 1: C S L LUN........................................................................8
1.1Marketing....................................................................................................81.1.1Khi nim.................................................................................................81.1.2Vai tr ca marketing...............................................................................9
1.2Qun tr marketing....................................................................................101.2.1Khi nim...............................................................................................101.2.2Tin trnh qun tr marketing.................................................................10
CHNG 2: CHIN LC MARKETING:
SA U NNH VINASOY CHM SC SC KHE NGI LAONG...............................................................................................................172.1Gii thiu cng ty Vinasoy.........................................................................17
2.1.1S thnh lp...........................................................................................172.1.2Chin lc ca cng ty sa u nnh Vinasoy......................................17
2.2Phn tch tnh hung.................................................................................202.2.1Phn tch cnh tranh...............................................................................202.2.2Phn tch mi trng v m....................................................................23
2.2.2.1Mi trng nhn khu hc.............................................................23
2.2.2.2Mi trng vn ha........................................................................232.2.2.3Mi trng t nhin.......................................................................242.2.2.4Mi trng cng ngh....................................................................242.2.2.5Mi trng kinh t..........................................................................25
2.3Phn tch c hi........................................................................................252.3.1im mnh ............................................................................................252.3.2im yu................................................................................................272.3.3C hi.....................................................................................................272.3.4Thch thc..............................................................................................28
2.4Mc tiu marketing...................................................................................282.5Chin lc marketing................................................................................29
2.5.1Chin lc Porter...................................................................................292.5.2Th trng mc tiu...............................................................................302.5.3nh v...................................................................................................31
2.6Phc h marketing....................................................................................322.6.1Chin lc sn phm .............................................................................322.6.2Chin lc gi........................................................................................33
2.6.3Chin lc phn phi.............................................................................342.6.4Chin lc xc tin................................................................................36
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2.7Bo co li l.............................................................................................372.8Chng trnh hnh ng..........................................................................39
CHNG 3: BI HC KINH NGHIM.......................................................40PHN KT LUN....................................................................................42
DANH MC TI LIU THAM KHO.................................................43
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PHN M U
1. Mc tiu nghin cu
Trong mi trng kinh doanh hin nay, cc doanh nghip lun phi i mt vis cnh tranh khc lit t mi pha. khng b nh bt ra khi cuc chi, c th
tn ti v pht trin, cc doanh nghip cn nng cao nng lc cnh tranh ca mnh vi
nhng chin lc bi bn, kh thi v thch hp vi nhng iu kin c th v mi
trng kinh doanh, kh nng doanh nghip, nh hng pht trin, ... c bit l
chin lc marketing. C th ni hin nay, i vi bt k doanh nghip no, vai tr v
ch li ca cc chin lc marketing l khng th ph nhn c. Vic xy dng, pht
trin, thc thi cc chin lc marketing dng nh tr thnh qu trnh khng
ngng ngh. Chin lc ny ni tip chin lc kia, thm ch cc chin lc cng
c p dng hiu qu em li nhiu thnh cng ln.
Vinasoy ci tn khng cn xa l vi ngi tiu dng Vit Nam, c nh v
nh l mt chuyn gia v cc sn phm t u nnh, ci tn c bit n nh mt
doanh nghip tin phong v xy dng, pht trin v thc thi cc chin lc marketing
mt cch bi bn v em li nhng thnh cng ln. VinaSoy c nhng bc pht
trin vng chc & tr thnh doanh nghip dn u v sa u nnh trn c nc v
hin ang chim khong 70% th phn v sa u ny hp giy. Trong qu trnh
nghin cu, hc tp mn qun tr marketing nhm lp mt chin lc marketing
mi: Sa u nnh Vinasoy chm sc sc khe ngi lao ng nhm ti i tng
l cc doanh nghip sn xut ti cc khu cng nghip khu ch xut thuc a bn
TPHCM.
2. i tng nghin cu
Nhm tp trung tm hiu, xy dng chin lc marketing mi: Sa u nnh
Vinasoy chm sc sc khe ngi lao ng trn nhiu kha cnh: t mi trng cnh
tranh, i th, tim lc cng ty, chng trnh hnh ng n tnh kh thi ca chin
lc.
3. Phm vi nghin cu
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Phm vi v ni dung nghin cu l tnh hnh cnh tranh trn th trng sa u
nnh, c bit l ngch th trng sa dnh cho ngi lao ng. Gii hn ban u ti
a bn TP H Ch Minh, trung vo cc khu cng nghip, khu ch xut.
4. Phng php nghin cu
Trong qu trnh thc hin ti, nhm s dng nhiu phng php nh: so
snh, thng k, m t, phn tch duy vt bin chng, iu tra th trng..
5. Kt cu ti
Chng 1: C s l lun
Chng 2: Chin lc marketing: Sa u nnh Vinasoy chm sc sc khe
ngi lao ng.
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PHN NI DUNG
CHNG 1: C S L LUN
1.1 Marketing
1.1.1Khi nim
Thut ng marketing ra i ln u tin M vo nhng nm u th k XX.
N c truyn b sang chu u, chu , ri ti nc ta vo nhng nm 1980.
Marketing c ngun gc t ch market c ngha ting Anh l ci ch, th trng.
ui ing mang ngha tip cn, v vy marketing thng b hiu nhm l tip th.
trnh nhm ln, thut ng marketing thng nguyn, khng dch.Hin nay, trn th gii c nhiu cch nh ngha marketing khc nhau.
Marketing l qu trnh t chc lc lng bn hng nhm bn c nhng hng ha do
cng ty sn xut ra. Marketing l qu trnh qung co v bn hng. Marketing l qu
trnh tm hiu v tha mn nhu cu ca th trng. Hay marketing l lm th trng,
nghin cu th trng tha mn n. Chng ta cng c th hiu rng marketing l
cc c ch kinh t v x hi m cc t chc v c nhn s dng nhm tha mn nhu
cu v mong mun ca mnh thng qua quy trnh trao i sn phm trn th trng.
Theo Philip Kotler th marketing c hiu nh sau: marketing l mt qu trnh
qun l mang tnh x hi, nh m cc c nhn v tp th c c nhng g h cn
v mong mun thng qua vic to ra, cho bn v trao i nhng sn phm c gi tr
vi nhng ngi khc.
Khi nim ny ca marketing da trn nhng khi nim ct li: nhu cu, mong
mun v yu cu, sn phm, gi tr, chi ph v s hi lng, trao i, giao dch v cc
mi quan h, th trng, marketing v nhng ngi lm marketing.
Marketing truyn thng:
c s dng ch cc k nng marketing c p dng trong thi k u.
c trng ca th trng trong thi k ny:
- Sn xut cha pht trin, phm vi th trng, s lng nh cung cp cn hn
ch, th trng do ngi bn kim sot;
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- Phm vi hot ng ca marketing ch b hp trong lnh vc thng mi nhm
tm kim th trng tiu th nhng hng ho hoc dch v sn c;
- Trit l bn hng: bn ci m nh xut c nhm mc tiu thu li nhun ti a
cho ngi bn. Marketing hin i
c trng ca th trng sau i chin th gii th 2:
- Kinh t tng trng vi tc cao;
- Tin b KH-CN din ra nhanh chng;
- Cnh tranh din ra gay gt;
- Gi c hng ho bin ng mnh;
- Khng hong tha lin tip xy ra;
- Ri ro trong kinh doanh nhiu;
- Vai tr ca ngi mua tr nn quan trng hn.
- Phm vi hot ng ca marketing hin i rng hn.
- Marketing hin i coi th trng l khu quan trng nht ca qu trnh ti sn
xut hng ho.
- Nhu cu, th hiu ca ngi tiu dng l yu t quyt nh qu trnh sn xutkinh doanh.
- Trit l ca marketing hin i l bn nhng ci m khch hng cn.
- Mc tiu ca marketing hin i l thu c li nhun cho ngi bn, cho nh
sn xut thng qua vic tho mn cao nht nhu cu ca ngi mua, ngi tiu dng.
1.1.2Vai tr ca marketing
Ngy nay, marketing hin nay cng l vic tm hiu nhu cu khch hng, thit
k v to ra sn phm nh th no tha mn nhu cu v em li li nhun cho
nh sn xut. Thay v ch ch trng n vic sn xut, cng ty phi quan tm n yu
cu ca khch hng v cng vic ny th kh hn v n lin quan n tm l ca con
ngi. Do , nhng i hi ca th trng l kha cnh quan trng ca marketing
hin i v n phi c xem xt trc qu trnh sn xut.
C th thy, cng vic quan trng nht ca marketing l to ra cc gi tr cho
khch hng, thc hin cc cam kt, em li s hi lng v to ra lng trung thnh ca
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khch hng. Marketing c dng nh mt ngi ng th cho khch hng, a ra
hng pht trin sn phm v c chc nng th hin nhng g khch hng mun v c
nhu cu. Quan trng hn, marketing c xem nh l ting ni ca khch hng v
bao gm cc hot ng trin khai v thc thi cc qu trnh nm bt nhu cu cakhch hng. Nh , m cng ty c th cung cp sn phm dch v cho khch hng
vi cht lng tt nht.
Vic pht trin mt sn phm dch v thng qua vic a ra cc tng mi
m, ng thi li ph hp vi nhu cu ca khch hng, l mt nhim v khng d
dng. Rt t cc hot ng kinh doanh sau khi a ra c tng i ng hng
v hn na nhiu sn phm mi ra i b cht yu. Nhng suy ngh ca khch
hng rt quan trng i vi s thnh cng ca sn phm. Mt sn phm mi mun
pht trin c ph thuc rt nhiu vo vic tng hp mi s hiu bit v nhu cu ca
th trng mc tiu, xc nh cc nhu cu tim n v bin thnh sn phm tung ra
th trng mc tiu. V vy, trch nhim ca marketing y la phi nm bt, phn
tch, v nh lng nhng s liu v ai s mua cc sn phm dch v mi ca cng
ty mnh. Marketing cn phi hiu r khng ch ai s l ngi mua, m h s mua bao
nhiu, ti sao h li mua. y chnh l nhng nhim v ca marketing.
Marketing ngy nay ng mt vai tr trung tm trong vic dch chuyn thng tin
khch hng thnh cc sn phm dch v mi v sau nh v nhng sn phm ny
trn th trng. Cc sn phm dch v mi l cu tr li ca cc cng ty trc s
thay i s thch ca khch hng v cng l ng lc ca s cnh tranh. V nhu cu
ca khch hng thay i, nn cc cng ty phi i mi lm hi lng v p ng s
thay i . Nhim v ca marketing l xc nh nhu cu ca khch hng, nn
marketing phi ng vai tr thit lp v lnh o tin trnh i mi.
1.2 Qun tr marketing
1.2.1Khi nim
Qun tr marketing l qu trnh lp k hoch v thc hin k hoch , nh gi,
khuyn mi v phn phi hng ha- dch v v tng to ra s trao i vi cc
nhm mc tiu, tha mn nhng mc tiu khch hng v t chc.
1.2.2Tin trnh qun tr marketing
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Theo quan im ca Philip Kotler, tin trnh qun tr marketing bao gm cc
cng vic: phn tch cc c hi th trng, la chn th trng mc tiu, hoch nh
chin lc marketing, trin khai marketing - mix, t chc thc hin v kim tra hot
ng marketing.
Phn tch c hi th trng
Cc doanh nghip u phi c gng tm ra c nhng c hi th trng mi.
Khng mt doanh nghip no c th ch trng da vo nhng sn phm v th
trng hin c ca mnh mi c.
Phn tch cc c hi th trng c tin hnh thng qua phn tch cc yu t
trong mi trng marketing, s thay i ca cc yu t mi trng c th to ra
nhng c hi thun li cho doanh nghip hoc cng c th gy ra nhng nguy c i
vi hot ng marketing ca doanh nghip. iu c bn l phi phn tch v nhn bit
c nhng bin i no c th tr thnh c hi m doanh nghip c th khai thc,
hoc nhng tc ng no ca mi trng c th to thnh nhng nguy c v nu c
th tc ng ca cc nguy c ny i vi doanh nghip nh th no?
Doanh nghip cn phi t chc tt cng tc nghin cu marketing v h thng
tnh bo marketing thng xuyn phn tch, nh gi nhng thay i ca mitrng, cc xu hng trong tiu dng, thi ca khch hng i vi hot ng
marketing ca doanh nghip vv...
C rt nhiu phng php xc nh cc c hi th trng, ty theo c im
hot ng ca mnh m cc doanh nghip c th xem xt s dng phn tch th
trng. Chng hn:
- Phng php k h trn th trng ca Richard M.White, theo , qua kt
qu phn tch th trng, doanh nghip c th pht hin cc c hi, trong c nhng
nhu cu ca khch hng cha c tha mn trin khai hot ng marketing ca
mnh.
- Phng php phn tch bng mng m rng sn phm/ th trng. Da trn s
phn tch mi quan h sn phm/th trng nh gi nhng li th v hn ch cng
nh nhng trin vng v b tc ca sn phm trn cc thi trng mc tiu, ri t kt
qu phn tch m nh dng cc c hi th trng i vi sn phm.
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- Thm nhp th trng. Mc tiu ca doanh nghip l tng doanh s ca sn
phm hin c trn th trng bng cch thu ht thm khch hng ca i th cnh
tranh nh vo cc bin php gim gi, tng thm ngn sch qung co v ci tin ni
dung khuyn mi..., trong khi vn khng mt i khch hng ang c.- M rng th trng. y l chin lc trin khai sn phm hin c ca doanh
nghip sang nhng phn on th trng mi vi mong mun gia tng c khi
lng bn nh vo vic khuyn mi nhng khch hng mi. Mun vy, ngi lm
marketing phi phn tch cc phn on th trng theo nhng c trng c bn nht,
nh thu nhp, tui tc, gii tnh, hnh vi mua hng, mc ch s dng,... pht hin
ra nhng khch hng tim nng v tip cn h bng cc gii php marketing thch
hp, nhm bin h thnh khch hng thc s ca doanh nghip.
- Pht trin sn phm. chim gi th phn v gia tng mi lc trn th trng
hin c, cc nh qun tr cn phi cn nhc quyt nh i mi sn phm hoc a ra
sn phm mi cho khch hng ca mnh. Ngi lm marketing c th cng hin cho
khch hng nhng sn phm ci tin c cht lng cao hn, chng loi phong ph
hn, hnh thc p hn, bao b hp dn hn, dch v hon ho hn, hoc a ra
nhng sn phm mi ha hn nhng li ch mi,... tt c u nhm vo vic cu dn
khch hng n vi sn phm ca doanh nghip.
- a dng ha. Chin lc a dng ha thng c p dng i vi nhng
ngnh kinh doanh mi trn nhng th trng mi, hon ton nm ngoi nhng sn
phm v th trng hin c ca doanh nghip. Mt s ngi quan nim rng mt
doanh nghip c th thnh cng nu bit la chn nhy vo nhng ngnh cng nghip
mi c sc hp dn, thay v c gng t hiu sut trong mt ngnh cng nghip
thiu sc mua.Trn c s phn tch v pht hin cc c hi th trng, doanh nghip cn nh
gi xem cc c hi c thch hp i vi hot ng marketing ca mnh hay khng?
Nhng c hi no c xem l hp dn nht i vi doanh nghip? nh gi c
hi, doanh nghip cn phi phn tch, lng gi mc ph hp ca c hi i
vi cc mc tiu chin lc marketing v cc kh nng v ngun lc ca mnh.
La chn cc th trng mc tiu
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Cc doanh nghip cn xc nh r khch hng ca mnh l ai? H c nhng nhu
cu v mong mun g cn c tha mn? Chin lc marketing cn c xy dng
khc bit cho tng nhm khch hng hay l chung cho tt c cc khch hng ca
doanh nghip? iu ny ch c th tr li c trn c s phn on th trng v lachn th trng mc tiu.
Cc c hi th trng cn phi c nghin cu k lng hn trong mi tng
quan vi tm c v cu trc ca ngnh k ngh tng ng vi c hi y. Cc ngun
lc ca doanh nghip lun hu hn trong khi cc c hi c th trin khai cc hot
ng li rt phong ph. V th, cc doanh nghip nht thit phi tin hnh la chn
cc th trng mc tiu gia tng hiu qu cc n lc marketing ca mnh. Vic la
chn th trng mc tiu c thc hin qua 4 bc:
o lng v d bo nhu cu
Vic o lng v d bo nhu cu th trng c tin hnh nhm m bo tnh
kh thi ca cc n lc marketing. c th xy dng cc phng n chin lc
marketing thch hp, cn phi tin hnh d bo mt cch kh ton din cc vn
lin quan n th trng, xu hng tiu dng, tnh hnh cnh tranh... Doanh nghip
cn c lng nhu cu hin ti v nhu cu tng lai ca sn phm, cng nh xem xtcc yu t nh hng n nhu cu . Vn ny c ngha c bit quan trng i
vi quyt nh v quy m v cch thc thm nhp th trng ca doanh nghip.
Phn on th trng
Ngi tiu dng trong th trng lun c c tnh khng ng nht v c th
phn thnh nhm theo nhiu cch khc nhau. Tin trnh phn chia khch hng theo
cc nhm lm r s khc bit v nhu cu, hnh vi tiu dng c gi l phn on
(hay phn khc) th trng. Mi mt th trng u c to ra t nhng phn on
th trng.
La chn th trng mc tiu
xc nh th trng mc tiu, doanh nghip cn nh gi quy m ca tng
phn on cng nh cc c tnh ph hp ca tng phn on th trng i vi kh
nng marketing ca doanh nghip.
Doanh nghip c th chn la tham gia vo mt hay nhiu phn on ca th
trng nht nh no . Thng thng, cc doanh nghip thm nhp vo mt th
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trng mi bng cch phc v mt phn on duy nht v nu vic lm ny cho thy
thnh cng, h s thm nhp thm vo cc phn on khc, ri bao tri ra theo hng
dc hoc hng ngang. S thm nhp ni tip vo cc phn on th trng khng
mang tnh cht ngu nhin, m phi thc hin theo mt k hoch ch ng choch nh t trc.
Vic la chn mt phn on thm nhp trc phi m bo tnh hp dn v
quy m, c cu v ph hp vi kh nng marketing ca doanh nghip.
nh v th trng
Doanh nghip cng cn phi tin hnh nh v th trng xc nh cc li th
cnh tranh v sn phm so vi i th nhm xy dng chin lc marketing c kh
nng to ra nhiu li th hn cho doanh nghip trong vic tha mn cc nhu cu v
mong mun ca khch hng, cng nh gp phn t cc mc tiu chin lc ca
doanh nghip mt cch hiu qu hn.
Doanh nghip cn xc nh v tr ca nhn hiu ca sn phm so vi cc nhn
hiu cnh tranh, c ngha l to ra s nh gi, nhn nhn v phn bit r rng ca
khch hng v nhn hiu ca doanh nghip, nhng li th ca sn phm trong vic
tha mn nhu cu khch hng so vi cc sn phm cnh tranh.Cng vic ny c thc hin da trn s tha nhn rng, mi sn phm u l
mt tp hp nhng thuc tnh c cm nhn v th hiu ca khch hng l hon ton
khc bit i vi cng mt sn phm.
V vy doanh nghip cn thc hin cc bin php m bo rng sn phm
ca doanh nghip chim mt v tr c bit v mt hoc cc thuc tnh no trong
tm tr ca khch hng phn on th trng m doanh nghip hng n.
Hoch nh chin lc marketing
Da vo nhng phn tch cc bc trn, cn c vo chin lc kinh doanh
c chp nhn, doanh nghip cn xy dng v la chn mt chin lc marketing
thch hp nht nh hng cho ton b hot ng marketing ca mnh.
Chin lc marketing c xy dng phi bao hm cc ni dung:
- Mc tiu chin lc marketing.
- nh dng marketing - mix (marketing phi hp).- Cc chin lc marketing cnh tranh ca doanh nghip.
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- Ngn sch marketing v phn b ngn sch cho cc hot ng marketing.
Trin khai marketing - mix
Marketing - mix l s tp hp cc phng thc marketing c th kim sot c
m doanh nghip phi hp s dng to nn s p ng cn thit trong th trng
mc tiu nhm t c mc tiu marketing ca mnh.
C nhiu cng c khc nhau c s dng trong marketing - mix, nhng theo J.
Mc Carthy, c th nhm gp thnh 4 yu t gi l 4P: sn phm (product), gi c
(price), phn phi (place) v c ng (promotion). Cc doanh nghip thc hin
marketing - mix bng cch phi hp 4 yu t ch yu tc ng lm thay i sc
cu th trng v sn phm ca mnh theo hng c li cho kinh doanh.
- Sn phm: L s kt hp "vt phm v dch v" m doanh nghip cng hin cho
th trng mc tiu gm c: phm cht, c im, phong cch, nhn hiu, bao b, quy
cch (kch c), dch v, bo hnh,...
- Gi c: L s tin m khch hng phi b ra c c sn phm. Gi c phi
tng xng vi gi tr c cm nhn vt phm cng hin, bng khng ngi mua
s tm mua ca nh sn xut khc. Gi c bao gm: gi qui nh, gi chit khu, gi
b l, gi theo thi hn thanh ton, gi km theo iu kin tn dng...- Phn phi: Bao gm nhng hot ng khc nhau ca doanh nghip nhm a
sn phm n tay ngi tiu dng m doanh nghip mun hng n, nh xc nh
knh phn phi, la chn cc trung gian, mc bao ph th trng, b tr lc lng
bn theo cc khu vc th trng, kim k, vn chuyn, d tr.
- C ng: L nhng hot ng thng t nhng gi tr ca sn phm v thuyt
phc c khch hng mc tiu mua sn phm y. C ng bao gm cc hot ng
qung co, bn trc tip, khuyn mi, quan h cng chng.
Vic thit k marketing - mix c lin quan hai quyt nh thuc v ngn sch.
Th nht, doanh nghip phi quyt nh tng s chi tiu dnh cho cc n lc
marketing (quyt nh v chi ph marketing). Th hai, doanh nghip phi xc nh
mc chi tng ngn sch cho cc phng tin thuc marketing - mix (quyt nh v chi
ph marketing - mix).
Th t v cu trc ca marketing - mix c trin khai ty thuc vo phng nchin lc marketing c xc nh. Marketing - mix c th c trin khai thng
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nht hoc khc bit theo tng on th trng mc tiu la chn. Ngoi ra, nhng
quyt nh v marketing - mix chu nh hng mnh m ca quyt nh nh v th
trng ca doanh nghip. Cu trc ca marketing-mix, s h tr v lin kt ca cc
thnh phn trong marketing - mix phi th hin r trnh gy kh khn trong qutrnh thc hin. Chng hn, mt chin dch qung co mnh m phi c s h tr
ca vic phn phi rng ri, nu khng khch hng kh c th p ng li chng
trnh qung co .
T chc thc hin v kim tra hot ng marketing
Chin lc xy dng mi ch dng li dng khi tho, th hin cc d nh
cn tin hnh trong tng lai, v vy doanh nghip cn phi bin cc d nh thnh
hin thc bng cch t chc thc hin chin lc marketing mt cch hu hiu. Ni
dung ca t chc thc hin chin lc marketing bao gm:
- Xy dng cc chng trnh hnh ng c th.
- T chc b phn marketing thch hp vi quy m hot ng marketing ca
doanh nghip.
- Pht trin h thng khen thng v quyt nh.
- Xy dng bu khng kh t chc tch cc c kh nng ng vin ton b n lcca nhn vin trong vic thnh t mc tiu.
- Pht trin ngun nhn lc kh nng thc hin cc chng trnh marketing
thit k.
Doanh nghip cng cn phi thc hin vic kim tra cc hot ng marketing
m bo rng vic thc hin c tin trin theo ng chin lc vch ra, cng
nh c th tin hnh nhng s iu chnh cn thit t c mc tiu.
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CHNG 2: CHIN LC MARKETING:SA U NNH VINASOY CHM SC SC
KHE NGI LAO NG
2.1 Gii thiu cng ty Vinasoy
2.1.1S thnh lp
Nm 1997, Cng ty sa u nnh Vinasoy c thnh lp vi tn gi Nh My
Sa Trng Xun, sn xut cung ng cc mt hng: sa ti tit trng, sa u nnh
tit trng hp giy, kem, sa chua. n nm 2003, xut pht t nhu cu v xu hng
a chung thc phm, ung t thin nhin, an ton & tin li ca ngi Vit,
VinaSoy chuyn sang chuyn sn xut, cung ng sa u nnh & tr thnh doanhnghip duy nht v u tin ti Vit Nam chuyn v sa u nnh. Ngy 16 thng 5
nm 2005 i tn thnh Cng Ty Sa u Nnh Vit Nam v s dng tn thng
hiu VinaSoy th hin cam kt lun mang n cho khch hng sc khe tt nht v
hng v thm ngon nht t u nnh thin nhinVinaSoy chuyn sn xut v cung
ng cc sn phm ch bin t u nnh trong 2 lnh vc chnh. n nm 2006,
VinaSoy c nhng bc pht trin vng chc v tr thnh doanh nghip dn u
v sa u nnh bao b giy trn c nc. Tc tng trng bnh qun t nm 2003
n nay l 157%/nm chim khong 50% th phn tiu th ca c nc, c bit nm
2009 chim 73% th phn. Cc lnh vc hot ng chnh ca cng ty bao gm:
- Lnh vc sa thng mi: l Doanh nghip u tin v duy nht ti Vit Nam
chuyn v cc sn phm u nnh, VinaSoy hin l nh sn xut v cung ng a dng
cc sn phm sa u nnh cho th trng tiu dng rng ln.
- Lnh vc sa Dinh dng Hc ng: lin tc nhiu nm lin, VinaSoy vinh dc B Nng Nghip Hoa K chn lm nh cung cp sa u nnh cho cc trng
hc trong Chng trnh Dinh dng Hc ng ti Vit Nam t nm 2001.
2.1.2Chin lc ca cng ty sa u nnh Vinasoy
Vi tm nhn ca cng ty l khng nh v tr dn u v u nnh ti Vit Nam
v khng ngng sng to mang n sn phm vi hng v thm ngon nht t
thin nhin, sc kho tt nht v dch v hon ho nht, Vinasoy to ra nhng
chin lc ring cho mnh: Chin lc nh v to s khc bit cho sn phm t
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vic thit k sn phm n cng ngh, quy trnh sn xut cng nh hnh nh sn
phm.
Cng ty la chn cc mu sc thng hiu c mi lin h gn gi vi thin
nhin v mt cp phng ch ring dng lm kiu ch thng hiu, nhm th hin sn gin t nhin ca cc sn phm u nnh b dng v s chn thnh gi gm
trong thng hiu VinaSoy. S kt hp hi ha gia cc yu t ngn ng v hnh nh
rt ph hp vi tnh cch thng hiu VinaSoy, cng nh k hoch gii thiu cc sn
phm ch bin t u nnh ca Cng ty trong tng lai. VinaSoy thc hin c
iu ny khi gn y h cho ra mt sn phm mi sa u nnh m en thm ngon v
b dng vi hng v c o. Vi nhng thay i nh v thit k bao b, cng ty
kho lo p dng mu logo VinaSoy mi trn bao b sn phm Fami sao cho tt c cc
khch hng ca thng hiu ny c th nhn thy mi lin h mi gia Fami v
VinaSoy.
Khng ging nh nhiu doanh nghip khc chn con ng qung co pht
trin thng hiu, Vinasoy qung b thng hiu thng qua vic nng cao cht lng
ca sn phm v cc hot ng v cng ng nh ti tr cho cc chng trnh gy qu
v ngi ngho, cc hot ng t thin ng h cho tr em khuyt tt, nn nhn cht
c da cam cng nh cc gia nh chnh sch, gia nh c hon cnh kh khn nh
Ngi nh hnh phc, Vt ln chnh mnh Qua , kho lo p dng mu logo
VinaSoy mi trn bao b sn phm Fami sao cho tt c cc khch hng ca thng
hiu ny c th nhn thy mi lin h mi gia Fami v VinaSoy. Khng ch dng li
, sa Fami ca cng ty cn c B Nng Nghip Hoa k chn cung cp cho
chng trnh dinh dng sut t nm 2002 ti nay.T nm 2001 n 2005, cng ty
cung cp 52 triu hp sa 426 ngn lt hc sinh ca 7 tnh min trung Vit Nam.Trong hai nm 2006 n 2008, Vinasoy tip tc cung cp 7 triu hp sa cho 40 ngn
hc sinh. iu gip cho nhng mt hng sa u nnh ca VinaSoy khng ch
phc v cho ngi tiu dng Vit Nam trong hin ti, m cn hng ti nhng th h
tng lai na. N lc khng mt mi ca VinaSoy v mt tn tui mi, mt tng lai
mi, mt mt hng mi, v s trung thnh vi sn phm vi khch hng ca mnh
chnh l nhng yu t lm nn thnh cng cho mt thng hiu.
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Vi nhng n lc khng ngng ca mnh trong thi gian qua, thng hiu
VinaSoy gp phn a sn lng tiu th sn phm v doanh thu ca Cng ty tng
trng mnh m, mc 150%. Sau 7 nm, sn lng sa ca Cng ty tng 24 ln,
t 1,4 triu lt (nm 2002) ln 32,3 triu lt (nm 2009). Lm c iu ny, Cng ty khng nhng gii quyt c vic lm trc tip cho 300 lao ng trong nh my,
vi mc lng bnh qun 4,5 triu ng/ngi/thng m cn tham gia gii quyt trn
200 lao ng nhiu tnh, thnh ph trong c nc thng qua h thng nhn vin bn
hng v thu mua nguyn liu.
Thnh cng m VinaSoy c c nh ngy hm nay l nh to c cho
mnh mt thng hiu c yu mn khi gn sn phm sa vi nhu cu bo v sc
kho ca ngi tiu dng. Bn cnh xy dng thng hiu, Vinasoy khng ngng
n lc pht trin cng ngh, pht trin ngun nhn lc nng cao cht lng sn
phm phc v cho li ch ngi tiu dng cng vi cu nh v thng hiu Duy
nht u nnh. Ring dnh cho bn.. Cng ty mnh dn u t dy chuyn sn
xut hin i c ch to t Thy in. y l h thng sn xut sa u nnh hon
ton t ng v khp kn t khu sn xut n ng gi sn phm, kt hp vi cng
ngh ch bin c o to nn s t ph v cht lng sn phm, va gi c
hng v u nnh m t thin nhin va gi c cc thnh phn dinh dng c
trong u nnh m khng s dng cht bo qun. Nhiu nm qua, sn phm ca
Vinasoy lun m bo v sinh an ton thc phm nh tun th nghim ngt vic p
dng cc h thng qun l tin tin theo tiu chun quc t nh ISO 9001: 2000,
HACCP (h thng phn tch mi nguy v kim sot im ti hn). Nh , ngi tiu
dng n nhn sn phm ca Cng ty Sa u nnh Vit Nam - VinaSoy trong s tin
tng cao v cht lng, dinh dng v v sinh an ton thc phm. y l thnhcng ca c qu trnh di hn m Vinasoy dy cng gy dng t chin lc xy
dng thng hiu mang m du n thin nhin, tn tm v sng to, n qu trnh
pht trin cng ngh v ngun nhn lc v li ch ngi tiu dng Duy nht u
nnh. Ring dnh cho bn.
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2.2 Phn tch tnh hung
2.2.1Phn tch cnh tranh
Phn tch cnh tranh l mt qu trnh lin tc, t quan st i th cnh tranh vinhng ng thi ca h cho n nghin cu xem khch hng ca bn cm thy nh
th no v sn phm v dch v ca i th cnh tranh. Trong nm 2012, vi chin
lc Marketing mi: Sa u nnh Vinasoy - chm sc sc khe ngi lao ng
nhm ti i tng l cc doanh nghip sn xut ti cc khu cng nghip khu ch
xut thuc a bn TPHCM; chng ta phi nghin cu v phn tch mi kha cnh lin
quan, v i khi cuc cnh tranh tht s c th git cht chin lc ca bn li n t
mt ngun no khng c d bo trc.Thng thng chng ta s thc hin qua bn bc.
Bc 1: Xc nh i th cnh tranh.
Bc 2: Phn tch im mnh, im yu.
Bc 3: Xem xt cc c hi v cc mi e da.
Bc 4: Xc inh v tr ca doanh nghip.
im thit yu l khi bn ngh v i th cnh tranh bn phi tm nhn
nhn din nhng i th cnh tranh trong hin ti ln trong tng lai. Vy lm th
no nhn ra h? Chi cn bn tun theo mt quy tc n gin: i th cnh tranh l
bt k cng ty no c mc ch thu ht cng mt i tng khch hng m bn ang
mun thu ht. iu ny c ngha l bn cng cn phi xem xt c nhng cng ty cung
cp cc sn phm thay th cho sn phm ca mnh.
Bc 1: Xc nh i th cnh tranh.
i th cnh tranh y chnh l nhng sn phm cng phn khc ang thngtr th trng hin nay nh Vfresh ca Vinamilk, Tribeco ca cng ty c phn nc
gii kht Si Gn Tribeco
Cc i tng ph v gin tip, khng i u nhng ang hng ti mt th
trng chung vi Vinasoy nh cc hng sa khc.
i th cnh tranh mi (tim n): Theo M.Porter, i th tim n l cc doanh
nghip hin cha c mt trn trong ngnh nhng c th nh hng ti ngnh trong
tng lai. i th tim n nhiu hay t, p lc ca h ti ngnh mnh hay yu s ph
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thuc vo sc hp dn ca ngnh: Yu t ny c th hin qua cc ch tiu nh t
sut sinh li, s lng khch hng, s lng doanh nghip trong ngnh. Do ngch th
trng ny cn kh l mi m do yu t ny s c bc l dn qua mt thi gian
trin khai chin lc. Bc 2: Phn tch im mnh, im yu
im mnh, im yu y bao gm c ca i th cnh tranh v ca chnh
doanh nghip.
u tin, vi Vinasoy, yu t cnh tranh ngay t u c thit lp thng
qua chin lc khc bit ha:
Sn phm: thng hiu Vinasoy th hin tnh chuyn nghip, dn u v cc
sn phm ch bin t u nnh, c im chnh l hng v sa u nnh thm ngon,
rt d ung.
Dch v: k kt giao hng tn ni vi s lng ln, hng ti nng cao cht
lng sut n ca cc cng nhn.
i ng nhn vin: phc v tn tnh, chu o.
Knh phn phi: bao ph mt ngch th trng cn b ng.
Hnh nh:bao b n gin, thn thin, gn gi.Tip n chng ta s gii quyt cc cu hi nh: ti sao khch hng li chn sn
phm ca i th? Do gi c, dch v, gi tr, s tin li, uy tn hay do u? thng
qua nghin cu khch hng.
Chng ta c th biu din nh di bng sau y:
c im Vinasoy Vfresh Tribeco
Thng hiu
Duy nht u
nnh, ring dnh chobn.
Doanh nghip sau nnh hng u caVit Nam.
Cng ty Vinamilk l
mt cng ty chuynsn xut sa ungnh, vi thnghiu ln mnh, dychuyn sn xut hini c nhp t chuu.
L nhn hiu sa
u nnh u tin phttrin Vit Nam.
a imPhn phi tng
i rng.
Phn phi phm vi
rng khp.
Phn phi tng i
rng.
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Uy tnL nhn hiu sa
u nnh uy tn, chtlng.
L thng hiu samnh, thuc top 10ca VN.
Nhn hiu tngi lu nm.
S tin li
C nhiu loi nhhp, bchvi nhiudung tch khc nhau,nhiu la chn.
C nhiu loi nhhp, bchvi nhiudung tch khc nhau,nhiu la chn.
C nhiu loi nhhp, bchvi nhiudung tch khc nhau,nhiu la chn.
y cn lu cc yu t sau s lm gia tng sc p cnh tranh trn cc i
th:
+ Tnh trng ngnh: Nhu cu v ngch th trng sa dnh cho cc sut n cng
nghip tng ca, tng kp cc khu ch xut, khu cng nghip cn nhiu tim
nng cha c khai thc, s lng i th cnh tranh xut hin cha nhiu...
+ Cu trc ca ngnh: L ngnh phn tn, c rt nhiu doanh nghip cnh tranh
vi nhau nhng khng c doanh nghip no c kh nng chi phi cc doanh
nghip cn li
+ Cc ro cn rt lui: Cc rng buc chin lc, k hoch ra cho nm 2012
ca Vinasoy.
- Nh cung cp: S lng v quy m nh cung cp: S lng nh cung cp squyt nh n p lc cnh tranh, quyn lc m phn ca h i vi ngnh, doanh
nghip. Nu trn th trng ch c mt vi nh cung cp c quy m ln s to p lc
cnh tranh, nh hng ti ton b hot ng sn xut kinh doanh ca ngnh.
- Khch hng: Khch hng l mt p lc cnh tranh c th nh hng trc tip
ti ton b hot ng sn xut kinh doanh ca doanh nghip v chin lc hin ti.
Khch hng gy p lc vi doanh nghip v gi c, cht lng sn phm, dch
v i km v chnh h l ngi iu khin cnh tranh trong ngnh thng qua quyt
nh mua hng. y, khch hng ca chng ta l cc doanh nghip c s lng
cng nhn ln, cc khu ch xut, khu cng nghip. mt khi i th cnh tranh chen
chn vo, p lc ny s xut hin v r rng hn.
Bc 3: Xem xt cc c hi v cc mi e da.
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Da vo phn tch cc yu t bn ngoi nh mi trng kinh t, lut php
xc nh nhng c hi e da, cng nh c hi. Ty vo cch nhn nhn ca mi
doanh nghip m phn tch v nhn nhn, nh gi.
Bc 4: Xc inh v tr ca doanh nghip.Thng qua phn tch ma trn, phn tch SWOT, chng ta c th xp hng doanh
nghip mnh vi cc i th cnh tranh cng phn khc. T chng ta s bit yu t
no cn ci thin, yu t no cn tn dng ginh u th cnh tranh.
2.2.2Phn tch mi trng v m
2.2.2.1 Mi trng nhn khu hc
Lc lng u tin ca mi trng m c th nh hng n kt qu kinh doanhca mt cng ty l dn s, bi v con ngi l lc lng to nn th trng. Hin nay
Vit Nam c hn 250.000 cng nhn lao ng trong cc khu ch xut v cc khu
cng nghip. Ring trn a bn Thnh ph H Ch Minh c 3 khu ch xut v 10 khu
cng nghip. Cc cng nhn lm vic cc khu cng nghip v ch xut thng
xuyn c tng ca tng thu nhp. Khi tng ca h c ph cp sa v bnh m.
V y l c s Cng ty sa u nnh Vinasoy Vit Nam c th hng nhng
cng c marketing vo nhm khch hng l cc doanh nghip, cng ty cc khu ch
xut, khu cng nghip trn a bn Thnh ph H Ch Minh.
2.2.2.2 Mi trng vn ha
Mi ni li c mt phong tc tp qun v tiu dng khc nhau. y cng l
nhng thi quen ca con ngi c lp i lp li, thi quen to lp va mang tnh
truyn thng va do tc ng ca hon cnh, thi quen mang tnh c nhn khi c
nhiu ngi c cng thi quen v rng ra trn phm vi ln ca cng ng li trthnh mt tp qun. Phn ln ngi Vit Nam khng c thi quen ung sa v mt
phn l do vn ha, mt phn l do c thu nhp thp nn th trng sa Vit Nam
ch dnh cho nhng ngi c thu nhp cao v cho tr em. Nhn thc c vn ny,
cng ty sa u nnh Vinasoy tm kim mt th trng ring cho chnh mnh, l
cung cp sa u nnh Fami cho cc doanh nghip cc khu cng nghip v khu
ch xut vi nhng sn phm cht lng tt cho sc khe v c gi thnh ph hp.
Cc nghin cu mi y cho thy sa u nnh khng n thun l mt thc ung
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- Cng on lm sch u m bo lai tr cc tp cht khng mong mun nh
rc, kim lai nhim t, , sn c trong u nnh.
- Quy trnh khp kn gip m bo an ton v sinh thc phm.
m bo dinh dng- Cng an kh hot tnh enzime va c tc dng lai b cc enzime c hi
trong u nnh va gip loi b mi hng ca u.
- Ch tit trng nhit cao trong thi gian cc ngn va gi c hng v
u nnh m t nhin va bo ton cc thnh phn dinh dng qu gi c trong
u nnh.
Tin dng
Sn phm c ng gi trong bao b giy nn thi gian bo qun di v s
dng c mi lc, mi ni.
2.2.2.5 Mi trng kinh t
Sa v cc sn phm t sa gn gi hn vi ngi dn, nu trc nhng nm
90 ch c 1-2 nh sn xut, phn phi sa, hin nay th trng sa Vit Nam c
gn 20 hng ni a v rt nhiu doanh nghip phn phi sa chia nhau mt th trng
tim nng vi hn 80 triu dn. VinaSoy l doanh nghip dn u v sa u nnhbao b giy trn c nc. Tc tng trng bnh qun t nm 2003 n nay l
157%/nm chim khong 50% th phn tiu th ca c nc.
Vit nam c hn 1000 doanh nghip cc khu ch xut v khu cng nghip vi
s lng cng nhn ln. y l mt th trng mu m, cng ty ang hng n khai
thc v xm nhp th trng tim nng ny.
Hin nay tnh hnh kinh t Vit Nam ang gp kh khn v vn lm pht tng
cao, gy kh khn cho ngi lao ng v cho c doanh nghip. V vy, doanh nghip
lun tm cch tt nht cho c i bn va m bo thu nhp cho ngi lao ng va
tng li nhun cng ty. Doanh nghip thng xuyn cho cng nhn tng ca, v vy
sa u nnh Fami vi gi thnh ph hp v cht lng m bo s l sn phm m
doanh nghip c th dng ph cp cho cng nhn trong gi tng ca.
2.3 Phn tch c hi
2.3.1im mnh
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L mt cng ty c phn thuc doanh nghip Nh Nc nn cng ty s c u
tin hn trong mt vi lnh vc no , c Nh Nc to nhiu iu kin pht trin.
gim bt ri ro v c uy tn khi tham gia k kt, hp tc trong vic cung cp sa cho
cc khu cng nghip v cc cng ty.VinaSoy c bit n vi nhng hnh nh tt p thong qua cc chng trnh
cng ng v lun ginh c cc gii thng ln ca cc hip hi t chc phong
tng.
iu c bit l gi c ca sn phm tng i ph hp vi mi h dn v
nhng ngi c thu nhp trung bnh. Gi c t bin ng nhiu trong tnh hnh kinh t
kh khn nh hin nay.
2.3.2im yu
Cng ty cha u t nhiu trong vic qung co thng qua ti vi, radio nn
thng tin v sn phm n ngi tiu dng cn kh nhiu hn ch trong khi ngy nay
cc phng tin ny u pht trin v mi ngi thng xuyn s dng n.
Cng ty cn tn kh nhiu chi ph trong vic vn chuyn tiu th v khong cch
gia ni sn xut n cc th trng tiu th cn kh xa, cng ty cha c cc nh my
sn xut cc a phng khc.Sn phm cha a dng v kch c, cha c nhng sn phm c kch c nh
dng cho tr em hay kch c ln dng cho gia nh tit kim chi ph trong khi sn
phm ny th c mi la tui s dng.
Mu sc ca bao b, kch c bao b sn phm tht s cha ni bt v a dng. t
to c n tng cho ngi tiu dng.
2.3.3C hi
Xut pht t nhu cu v xu hng th ngi tiu dng ngy cng a chung cc
sn phm t thin nhin, an ton v tin li. Vinasoy dn u trn th trng v sn
phm sa u nnh nn sa u nnh Fami s c ngi tiu u tin trong vic s
dng.
S lng cng nhn vin lm vic trong cc khu cng nghip, khu ch xut ngy
cng gia tng. Nhu cu v dinh dng cho cng nhn ngy cng c cng on cc
cng ty quan tm, nng cao cht lng ba n cho cng nhn nhng chi ph vn
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khng tng nhiu m vn m bo cht lng ca ba n th sa u nnh Fami l
mt la chn ng cho cc cng ty, y l mt th trng y tim nng cho chin
dch marketing ln ny ca cng ty VinaSoy.
Bn cnh gi mua sa b t nng dn thp nht th gii ang y ngi nuib sa trong c nc i mt vi nguy c ph sn. Trong khi sn lng sa ti ch
p ng 22% nhu cu nhng trn th trng vn trn ngp cc sn phm sa ti
nguyn cht. Gi sa bn l Vit Nam li ln n 0,82 USD/kg. Gi bn l sa cho
ngi tiu dng mc cao nht th gii th gi sa nguyn liu thu mua ca nng dn
ti Vit Nam li... thp nht th gii. T gi bn l sa ti cao nh vy dn n sn
phm sa u nnh l mt sn phm thay th kh tt cho th trng sa ti hin nay.
2.3.4Thch thc
Khi Vit Nam gia nhp T chc thng mi th gii (WTO), cc doanh nghip
trong nc c c c hi mi, vn hi mi hi nhp v pht trin ng thi cng
chu nhiu thch thc ln khi ngy cng c nhiu doanh nghip nc ngoi u t
vo th trng Vit Nam. c bit trn th trng ngy nay c nhiu thc phm chc
nng xut hin v hng lot cc sa ngoi vo th trng Vit Nam khi chng ta gia
nhp vo sn chi chung ca Th Gii. Nhng sn phm thay th, cc thc phmchc nng vi s qung co rm r v i ng tip th hng hu cng vi tm l thch
si hng ngoi ca ngi Vit Nam cng thu ht khng t khch hng quen thuc
ca cng ty.
S cnh tranh khng lnh mnh c nhiu tin n v cht lng v tc hi ca
sa u nnh, iu ny lm cho tm l ca khch hnh b hoang mang, gim sn
lng tiu th sa.
Cn nhiu ngi tiu dng vn cho rng sa u nnh cng cha cung cp y
dinh dng cho c th, cha lm p da nh t cc loi sa b, sa ti y l
mt trong nhng thch thc m cng ty phi i mt.
2.4 Mc tiu marketing
VinaSoy c nhng bc pht trin vng chc v tr thnh doanh nghip dn
u v sa u nnh trn c nc v hin ang chim khong 70% th phn v sa
u ny hp giy.
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- Sn xut v qung b: khng ging nh nhiu doanh nghip chn con ng
qung co xy dng v pht trin thng hiu, Vinasoy qung b thng hiu
thng qua vic nng cao cht lng sn phm v cc hot ng v cng ng nh gy
qu v ngi ngho, t thin cho tr em khuyt tt, nn nhn cht c da cam- Kho lo kt hp mu logo Vinasoy mi trn bao b ca sn phm Fami
- Tp trung kinh doanh vo mt mt hng trong xu th hin nay ca cc cng ty l
a dng ha sn phm. Nm 2003 Vinasoy chuyn hng t cung cp cc sn
phm sa sang chuyn sn xut cung ng sa u nnh. Vic tp trung vo mt ngnh
hng nng c cht lng v thu ht ngi tiu dng.
Chin lc tp trung
Nhn thy c nhu cu v vic b sung sn phm sa trong sut n ca ngi
lao ng ti cc doanh nghip hin nay l rt ln. c bit l cc doanh nghip c s
lng lao ng ng, thng xuyn tng ca ngay trn a bn TPHCM. y l mt
ngch th trng rt tim nng.
Thm vo , ngch th trng ny c nhiu c trng ring. Khch hng mc
tiu l cc doanh nghip cn c cung cp sn phm sa mt cch thng xuyn vi
s lng ln. Do cn c nhng chnh sch marketing khc vi cc phn khc khcv: gi, phng thc tip th, khuyn mi, chm sc khch hng
Chnh v vy chng ti a ra k hoch Vinasoy - chm sc sc khe ngi lao
ng trn nn tng ca chin lc khc bit ha nhng tp trung vo th trng sut
n cng nghip
2.5.2Th trng mc tiu
Theo thng k ca Ban qun l cc khu ch xut v cng nghip TPHCM, tnh
n thng 6/2010, cc khu cng nghip - khu ch xut trn a bn thnh ph thu
ht 1.034 doanh nghip u t vi khong 255.000 lao ng. y l ngch th trng
y tim nng.
Theo k hoch ny, chng ti tp trung vo ngch th trng sut n cng
nghip. Vi khch hng mc tiu nhng doanh nghip c s lng lao ng ng,
thng xuyn tng ca, trn a bn tp HCM.
c trng th trng:- S lng khch hng t, c quy trnh v cch thc mua hng khc bit.
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- Kiu dng: c sn xut di dng hp 200ml v bch giy 200ml tin li cho
vic s dng, nh gn, d mang theo s dng bt c khi no mun dng.
- Bao b: Tt c bao b sa u nnh hp giy ca cng ty u do tp on Tetra
Pak Thy in, cung cp m bo v sinh. Mu sc bao b v thng hiu c mi linh gn gi vi thin nhin. Mt cp phng ch ring dng lm kiu ch thng hiu,
th hin s n gin t nhin ca cc sn phm u nnh b dng v s chn thnh
gi gm trong thng hiu VinaSoy.
- Kho lo p dng mu logo VinaSoy mi trn bao b sn phm Fami sao cho tt
c cc khch hng ca thng hiu c th nhn thy mi lin h mi gia Fami v
VinaSoy. Cng ty cng m rng vic p dng bn sc nhn din ct li ca thng
hiu cho tt c cc ti liu truyn thng marketing.
- Logo: Th hin c tnh chuyn nghip ca ngi thc hin va th hin tnh
cch ca Vinasoy: Chic l mu xanh th hin sc mnh ca mt sn phm mang
ngun gc t thin nhin; ch Y cch iu trong VinaSoy mang ngha gn kt tr
tu v sc sng to ca ton th cng nhn vin v mu da cam th hin s tn ty,
ht lng phc v khch hng.
- Slogan: Tip tc s dng cu ni duy nht u lnh dnh ring cho bn only
soy. Only for you c ngha th hin tnh chuyn nghip, dn u v cc sn phm
ch bin t u nnh v i din cho ngnh.
Nh , VinaSoy v s tng bc to c n tng v sn phm sa u
nnh thm ngon v i vo tm tr ca ngi tiu dng vi n tng ca mt thng
hiu v cng ng.
Dch v hu bn hng: Do khch hng mc tiu trong chin lc marketing ny
l nhng khch hng cng nghip nn v dch v hu bn hng Vinasoy s p dngchnh sch giao hng ti ni ng thi im, vi s lng v cht lng m bo.
2.6.2Chin lc gi
Nh chng ta bit, hin nay, Vinasoy l mt doanh nghip u tin v duy
nht ti Vit Nam ch chuyn sn xut v cc sn phm u nnh. Thm vo , cng
ty dang rt c li th v chi ph, cnh tranh, trnh chuyn mn nn c th cung cp
sn phm ti khch hng vi gi r nht so vi cc i th khc trong ngnh. Mtkhc khch hng mc tiu ca k hoch Marketing ln ny li l nhng khch hng
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phn phi s dng bn hng bao gm knh phn phi trc tip v knh gin tip
nhng rt ngn, tc l cng ty s bn hng thng qua i din nh sn xut (i l cp
1 ti TPHCM, bn hng trn danh ngha nh sn xut v hng hoa hng):
Hnh: Cc knh phn phi s dng
Bi cc doanh nghip, cng ty mua hng lun lun a ra nhng yu cu cao
v t vn, hng dn nn cng ty Vinasoy s u t mnh vo vic nng cao trnh hiu bit, k nng t vn, thuyt phc v s hiu bit v sn phm cho cc nhn
vin bn hng ca mnh.
i vi knh trc tip, knh ny s s dng cc hnh thc sau:
- Nhn vin bn hng bn ngoi: L nhng nhn vin hng lng ca doanh
nghip trc tip bn hng cho khch hng. Nhng nhn vin ny thng c phn
cng ph trch mt khu vc no lin h vi khch hng, thc hin bn hng v
giao hng cho khch hng t nh my hoc cc chi nhnh a phng.
- Nhn vin bn hng bn trong cng ty: y l nhng nhn vin lin lc vi
khch hng t vn phng ca cng ty qua in thoi v cc phng tin thng tin i
chng hin i nh bn hng qua mng internet, th in t, qua h thng t hng t
ng, qua ng bu in
i vi knh bn hng gin tip thng qua i l cp 1, knh ny s gip cc
nh sn xut nhanh chng thm nhp vo th trng. Cc nhn vin bn hng thng
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KHCH HNG T CHC
I DIN NHSN XUT
(I L CP I)
NH SN XUT
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cha th phn phi nhng vng qu xa v cha kh nng nhn lc v v vn, do
vy a bn trng tm l cc cng ty, doanh nghip trong khu cng nghip, khu ch
xut. y mnh qu trnh bn hng, cng ty s o to k nng cho nhn vin bn,
nhn vin marketing h phc v khch hng tt hn, nhanh chng hn v trnhc tnh trng mt lng khch, bi vic gi chn c khch hng c l v cng
quan trng.
- Marketing trc tip: Thc hin qua in thoi, email v gi th trc tip.
- Quan h cng chng: gp phn xy dng hnh nh tt p cho sa u nnh
Fami, cng ty s t chc 1 s kin mang tn Vinasoy - Chm sc sc kho ngi lao
ng nhm hng n vic hon thin ba n hng ngy cho ngi lao ng, c
bit vi nhng i tng phi thng xuyn tng ca. Cng ty s gi cho bo ch
nhng thng tin v sn phm, cc hot ng trong khun kh s kin do cng ty
chun b sn. Ngoi ra, nhng chng trnh, s kin m Vinasoy ti tr, t chc vn
c din ra u n, nh: Nh ti tr c quyn ca Cnh diu Vng, s kin Ngy
hi sa u nnh hng nm v cc hot ng t thin trong chng trnh dinh dng
hc ng
2.7 Bo co li l
Theo Lut lao ng 2002, thi gian lm tng ca i vi ngi lao ng s khng
qu 4 gi/ngy v khng qu 300 gi/nm.
Nh vy gi s cc doanh nghip cho tng ca ti a th trung bnh 1 ngi lao
ng s lm 75 bui tng ca/nm, v mi ba n dnh cho bui tng ca s c 1 hp
sa u nnh Vinasoy th trung bnh mt nm mt ngi lao ng s tiu th 75 hp
sa.
Vi mc tiu l cung cp sa u nnh cho ba n tng ca ca khong 35%
lng lao ng tng ng vi khong 76.398 lao ng th doanh s mt nm cng ty
Vinasoy s t c l:
76.398 x 75 = 5.729.850 hp tng ng vi 119.372 thng
(48 hp/thng)
Vi gi mt thng l 105.000 th doanh thu s t:119.372 x 105.000 = 12.534.050.000
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Bng bo co li l (n v: )
1 Doanh thu 12.534.050.0002 Chi ph hng bn 4.386.920.000
3 Tng li nhun 8.147.130.0004 Chi ph hot ng 4.925.000.000Qung co 800.000.000
Bn hng trc tip 2.150.000.000X l n t hng v xut ha n 600.000.000Kho bi v phn phi 875.000.000Qun l 525.000.000
5 Li nhun rng 3.197.130.0006 T l % gia li nhun rng v doanh s 25,5%
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2.8 Chng trnh hnh ng
HOT NGTHNG NGI
THC HIN1 2 3 4 5 6 7 8 9 10 11 12
1.Marketing trc tip x x x x x x x x x x x xPhng
Marketing
2.Qungco
Gi thcho hng x x x x x x x x x x x x
PhngMarketing
Trn nphmthng mi
x x x x x x
Tp chchuynngnh
x x x x x x x x x x x x
3.Phn phi, khuynmi x x x x x x x x x x x x
Phng Bnhng
4.Xctin bn
Qu tngkm
x x x x x xPhng Bn
hng
o tonhn vin
x x x x
PhngMarketing v
PhngBn hng
5.Truyn thng vchm sc khch hng x x x x x x x x x x x x
PhngMarketing
6.Quanh
cngchng
S kinVinasoy -Chm scsc khengi laong
x
PhngMarketingNgy hi
sa unnh
x
Hot ngt thin
Tip tc trin khai (T nm 2001)
7. Xy dng chnhsch gi
Chnh sch gi c thit k ngay khi xydng k hoch marketing
P. Marketing +Lnh o cao
cp
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PHN KT LUN
xy dng mt chin lc marketing, d ln hay nh cng l mt cng vic
khng d dng. Qu trnh ny i hi trong tng cng tc t vic phn tch mi
trng cnh tranh, phn tch i th cnh tranh, phn tch cng ty, t mc tiu
marketing, la chn chin lc.n thit lp chng trnh hnh ng u phi c
c s vng chc, kh thi v st vi thc t.
Trong qu trnh thc hin, ng trn v tr ca phng marketing ca cng ty sa
u nnh vinasoy, nhm hon thnh cc ni dung sau:
- Tm tt ni dung k hoch
- Gii thiu cng ty sa u nnh vit nam- vinasoy
- Phn tch tnh hung
- Phn tch c hi
- Mc tiu marketing ca k hoch
- Phn tch chin lc marketing
- Phc h marketing
- Bo co L li d tnh
- Chng trnh hnh ng c th
Hon thnh cc ni dung trn, nhm hon thnh mc tiu, nhim v nghin
cu, xy dng k hoch marketing. Vi k hoch marketing mi: Sa u nnh
Vinasoy chm sc sc khe ngi lao ng, nhm tin tng rng k hoch ny s
mang li nhiu thnh cng mi cho b phn marketing ni ring v cho ton cng ty.
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DANH MC TI LIU THAM KHO
- Gio trnh Marketing cn bn - Nguyn Th Thanh Huyn - NXB H
Ni - 2005.- Qun tr Marketing- Philip Kotler - NXB Lao ng X hi - 2009.
- www.vinasoy.com.vn
- www.webcaohoc.com
- www.thuonghieuviet.com.vn
- www.doanhnghiepsaigon.com
- www.hepza.gov.vn- www.kynang.edu.vn