BCTNLVTNTLVN

B CNG THNG TRNG I HC CNG NGHIP TP.
HCM -----------------------KHOA QUN TR KINH DOANH
BO CO TT NGHIP
MT S GII PHP NNG CAO HIU QU HOT NG MARKETING TI CNG TY TNHH DV TM PHT TRIN CNG NGH TR MY
CHUYN NGNH: QUN TR KINH DOANH - 211207
GVHD SVTH MSSV LP KHA
: TS. NGUYN VN NHN : HONG TH BCH TRM : 07743941 : HQT 3B : 2007-2011
TP. H Ch Minh, thng 5 nm 2011
LI CAM OAN Ti xin cam oan y l cng trnh nghin cu ca ring ti. Cc s liu kt qu nu trong bo co tt nghip ny l trung thc v cha c ai cng b trong bt c cng trnh no khc.
Tc gi bo co tt nghip Hong Th Bch Trm TP.HCM, ngy 12 thng 5 nm 2011
MC LC MC LC............................................................................................ii .............................................................................................................vi
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LI CM N
hon thnh tt bo co tt nghip ny em xin chn thnh cm n n Ban gim hiu, cc qu thy c Trng i Hc Cng Nghip TP. H Ch Minh to iu kin hc tp v truyn t kin thc qu bu v hu ch cho chng em trong sut qu trnh hc tp trng. c bit, em t lng bit n su sc n thy Nguyn Vn Nhn, ngi tn tnh gip em hon thnh bo co thc tp ny. Thng qua bo co thc tp ny, em xin cm n ban lnh o Cng Ty TNHH DV TM Pht trin cng ngh Tr My, cc anh ch phng kinh doanh v cc b phn phng ban khc gip v to iu kin cho em tip cn thc t ti n b cng nh cung cp v hng dn cho em nhng ti liu cn thit trong sut thi gian thc tp. Song vi trnh v kin thc c hn, chc chn bo co ny khng th trnh khi nhng sai st. Chnh v vy, em rt mong nhn c nhng ng gp qu bu ca qu Thy C v C Ch anh ch trong cng ty. Em xin chn thnh cm n!
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NHN XT CA N V THC TP
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Tp. H Ch Minh, ngy
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NHN XT CA GING VIN HNG DN

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Tp. H Ch Minh, ngy thng nm 2011
NHN XT CA GING VIN PHN BIN

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Tp. H Ch Minh, ngy thng nm 2011
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DANH SCH S , BNG, BIU Tn s , bng, biu

S 2.1- S t chc ca cng ty Tr My BNG 2.1- Bng phn tch tnh hnh li nhun ca cng ty trong giai oan 2008-2010 BNG 2.2 -Cc hnh thc khuyn mi BIU 2.1- Knh tm kim thng tin v sn phm BIU 2.2 - Nhn bit ca khch hng v nh cung cp camera quan st BIU 2.3- Ngun thng tin khi khch hng mun bit v sn phm BIU 2.4- Li ch khch hng mong mun khi mua sn phm BIU 2.5- Cc tiu ch khi chn la nh cung cp, lp t camera BIU 2.6- Cc yu t khi chn la sn phm camera quan st BIU 2.7- Gi mong mun khi mua sn phm camera quan st BIU 2.8- Nhn xt v cht lng sn phm cua cng ty Tr My BIU 2.9- Nhn xt ca khch hng dch v bo hnh ca cng ty Tr My
Trang
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CC CM T VIT TT
BHYT : Bo him y t BHXH : Bo him x hi TNHH TM DV PTCN : Trch nhim hu hn thng mi dch v pht trin cng ngh TP.HCM: Thnh ph H Ch Minh
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Bo co tt nghip
LI M U
1. L do chn ti
Sau nhiu nm i mi nn kinh t, nc ta ang chuyn mnh mnh m, vn ng theo c ch th trng c s qun l ca Nh nc. Mt nn kinh t m nh hin nay cho php cc doanh nghip t ch hot ng kinh doanh ca mnh. l c hi tt cho cc doanh nghip, cho php cc doanh nghip t ch trong hot ng sn xut kinh doanh. qun l tt qu trnh kinh doanh trong iu kin nn sn xut x hi ngy cng pht trin, i hi con ngi cn nhn bit y thng tin v hot ng kinh t, hin tng x hi, qu trnh k thut, hot ng ti chnh, nm bt y v kp thi hn thng tin v nhu cu ngy cng tng, t ra cc quyt nh ng n thc y sn xut x hi pht trin Cng vi xu hng , vai tr ca hot ng marketing ngy cng c khng nh trn th trng. N gip cho cc n v kinh doanh nh hng hot ng kinh doanh ca mnh. T vic nghin cu th trng, nhu cu th trng n vic thc y tiu th doanh s bn v tng s tha mn khch hng. Marketing c coi l mt trong nhng b quyt to nn s thnh cng ca doanh nghip v l cng c cnh tranh c hiu qu. Qua qu trnh thc tp ti cng ty Tr My vi mong mun c s dng nhng kin thc hc gp phn lm tng nng lc Marketing ti cng ty Tr My, c nhn ti chn ti : "MT S GII PHP NNG CAO HIU QU HOT NG MARKETING TI CNG TY TRCH NHIM HU HN DCH V THNG MI PHT TRIN CNG NGH TR MY lm ti nghin cu cho bo co tt nghip ca mnh. Mc ch ca ti nhm phn tch tnh hnh thc trng v hot ng marketing ti cng ty xut cc gii php marketing cho cng ty. Ngoi ra ti cn nhm cng c v nng cao nhng nhn thc v Marketing cc c s kinh doanh thng mi nhm rn luyn v hon thin cc phng php nghin cu vn dng trong qu trnh cng tc ca ti sau khi tt nghip.
2. Mc tiu nghin cu
Mc tiu nghin cu ca ti l tm hiu v cng tc marketing ca cng ty Tr My, t a ra mt s gii php y mnh hot ng kinh doanh ti cng ty
3. i tng nghin cu
GVHD: TS. Nguyn Vn Nhn
SVTH: Hong Th Bch Trm
Bo co tt nghip i tng nghin cu l tnh hnh marketing ti cng ty trch nhim hu hn dch v thng mi pht trin cng ngh Tr My
4. Phm vi nghin cu
ti tp trung nghin cu, phn tch mi truong kinh doanh, tnh hnh marketing ti cng ty.
5. Phng php nghin cu

Phng php nghin cu duy vt bin Phng php thng k m t Phn tch bng biu Phng php so snh
6. Kt cu ti
Chng 1 : C s l lun v marketing Chng 2: Thc trng v hot ng marketing ca cng ty Tr My trong thi gian qua Chng 3 : Gii php nng cao hiu qu hot ng marketing ti cng ty Tr My
Bo co tt nghip
CHNG 1:C S L LUN V MARKETING

1.1 NHNG VN C BN 1.1.1 Khi nim v marketing
Theo hip hi marketing Hoa K Marketing l mt qu trnh hoch nh v qun l thc hin vic nh gi, chiu th v phn phi cc tng, hng ha, dch v nhm mc ch to ra nhng giao dch tha mn nhng mc tiu ca c nhn, ca t chc, ca x hi. Marketing l qu trnh tm hiu v tha mn nhu cu ca th trng. L lm vic vi th trng bin nhng trao i tim nng thnh hin thc nhm tha mn nhu cu v mong mun ca con ngi. Marketing l mt qu trnh qun l mang tnh x hi, nh n cc c nhn v cc nhm ngi khc nhau nhn c ci m h cn v mong mun, thng qua vic to ra, cung cp v trao i cc sn phm c gi tr vi nhng ngi khc.
1.1.2 Cc quan im markreting

Quan im sn xut : Quan im ny cho rng khch hng s c cm tnh vi nhng hng ha c bn rng ri v gi c phi chng, do hot ng qun tr cn tp trung n lc vo vic hon thin hot ng sn xut v phn phi c hiu qu. Quan im sn phm: Quan im ny cho rng khch hng thch nhng sn phm c cht lng cao nht, c tnh nng s dng cao nht, do doanh nghip phi tp trung mi n lc thng xuyn ci tin sn phm. Quan im bn hng: Cho rng khch hng s khng mua nhiu sn phm ca doanh nghip nu nh doanh nghip khng thng xuyn tin hnh cc n lc v chiu th v tiu th.
Quan im marketing: Cho rng cha kha t c cc mc tiu ca doanh nghip l xc nh cho c nhu cu ca th trng mc tiu, v tha mn nhu cu ca khch hng mt cch ti a, hiu qu hn i th cnh tranh.
Quan im marketing x hi: Cho rng hot ng ca doanh nghip l nhm xc nh nhu cu c mun cng nh s thch ca th trng mc tiu v tin hnh tha mn cc nhu cu ca khch hng mt cch hiu qu hn i th cnh tranh theo cch thc duy tr v pht trin li ch ca ngi tiu dng x hi.
1.1.3 Mc tiu ca h thng marketing
Bo co tt nghip Ti a ha mc tiu dng: Vic xc lp mc tiu ny ca marketing da trn mt gi nh l khi con ngi cng mua sm v tiu dng nhiu hn th h cng cm thy hnh phc hn. Nhng ngi lm marketing cho rng marketing to iu kin d dng v kch thch tiu dng ti a, nh s thc y sn xut, to ra nhiu cng n vic lm v em li s thnh vng ti a. Ti a ha s tha mn ca ngi tiu dng: Doanh nghip ch c th t cc mc tiu kinh doanh ca mnh da trn s n lc nhm gia tng s tha mn ca khch hng. Vi ngun lc gii hn, mi doanh nghip trong qu trnh kinh doanh phi c gng s dng hp l p ng yu cu ca cc nhm li ch khc nhau v vic gia tng s tha mn ca nhm ngi ny c th lm phng hi n li ch ca nhm ngi khc. Ti a ha s la chn ca ngi tiu dng: Mc tiu ny c a ra nhm gia tng s a dng ca sn phm v kh nng la chn ca ngi mua vi hm rng ngi tiu dng c nhiu kh nng hn la chn, do h c th tm mua ng loi hng no tha mn c c mun ca h, lm cho h cm thy hi lng nht. Ti a ha cht lng cuc sng: Nhiu ngi cho rng, cc vn marketing s c gii quyt mt cch ton din v trit hn nu ngi lm marketing ng trn quan im marketing x hi v h thng marketing ly vic nng cao cht lng cuc sng lm mc tiu c bn cho hot ng ca mnh.
1.1.4 Tin trnh qun tr marketing

Qun tr marketing l qu trnh tp trung ngun lc ca cng ty vo cc mc tiu da trn nhng c hi ca th trng. N l qu trnh hoch nh v qun l khi nim, nh gi, chiu th v phn phi sn phm to nn cc trao i vi cc nhm mc tiu tha mn khch hng v t c mc ch ca t chc Qu trnh marketing theo Philip Loter c c th ha thnh cc bc sau: - Bc 1: Phn tch c hi marketingPhn tch c hi marketing bao gm vic phn tch mi trng marketing. Mi trng marketing gm c mi trng v m v mi trng vi m, mi trng bn trong v mi trng bn ngoi cng ty. - Mi trng v m bao gm cc mi trng kinh t, vn ha, x hi, dn s, chnh tr lut php, cng ngh, thin nhin. - Mi trng vi m gm c ngi tiu dng, i th cnh tranh, cc t chc marketing trung gian nh phn phi, qung co, nghin cu th trng. - Mi trng bn trong cng ty to nn im yu hay im mnh ca cng ty. - Bc 2: Xc nh mc tiu v thit k cc chin lc marketing GVHD: TS. Nguyn Vn Nhn
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Bo co tt nghip Chin lc marketing bao gm chin lc chn th trng mc tiu (marketing targeting). To v tr sn phm trn th trng mc tiu, cc chin lc marketing cnh tranh v pht trin v chin lc marketing hn hp (marketing mix) - Bc 3: Hoch nh chng trnh marketing Chng trnh marketing bao gm cc quyt nh : Lm ci g? Khi no lm? Ai s lm? V chi ph bao nhiu? Nh vy chng trnh marketing c th ha cc cng vic c th thc hin nh cc quyt nh nghin cu th trng, v sn phm, gi c, chiu th, phn phi.. - Bc 4: Trin khai marketing Mix - Bc 5: Thc hin chin lc marketing - Bc 6: Kim tra hot ng marketing
1.2 VAI TR V V TR CA MARKETING TRONG KINH DOANH

Qua nghin cu v phn tch lch s pht trin ca marketing cc nh kinh t khng nh marketing ra i trc ht chnh l nhm h tr c hiu qu cho hot ng thng mi, tiu th sn phm, gii quyt nhng kh khn ri ro m doanh nghip phi i mt cng nh xc nh c c hi ca doanh nghip, t gip doanh nghip a ra gii php kinh doanh c hiu qu nht. Marketing cn c chc nng ht sc quan trng l chc nng kt ni mi hot ng ca doanh nghip vi th trng. Marketing hng cc nh qun tr vo vic tr li hai cu hi: Mt l, liu th trng c cn ht hay mua ht s sn phm doanh nghip to ra hay khng? Hai l, liu ci gi m doanh nghip nh bn, ngi tiu dng c tin mua hay khng? Qua marketing m bo cho hot ng kinh doanh ca doanh nghip hng theo th trng, bit ly th trng nhu cu v mong mun ca khch hng lm ch da vng chc nht cho mi quyt nh kinh doanh. Yu t nh hng n hot ng marketing ca Doanh nghip Hot ng marketing ca bt k doanh nghip no cng chu tc ng ca nhiu nhn t, cc nhn t hnh thnh mi trng kinh doanh ca mt doanh nghip. Mi trng c tip cn di gc Marketing l mi trng marketing. Mi trng marketing l tng hp tt c cc yu t, nhng lc lng bn trong v bn ngoi doanh nghip c nh hng tch cc hoc tiu cc n hot ng hoc ra cc
Bo co tt nghip quyt nh ca b phn marketing trong doanh nghip n kh nng thit lp hoc duy tr mi quan h gia doanh nghip vi khch hng.
1.3 CHIN LC MARKETING MIX

Khi nim chin lc kinh doanh Chin lc kinh doanh ca doanh nghip l mt chng trnh hnh ng tng qut hng n vic thc hin nhng mc tiu ca doanh nghip. Chin lc khng nhm vch ra mt cch chnh xc lm th no c th t c nhng mc tiu v l nhim v ca v s cc chng trnh h tr, cc chin lc chc nng khc. Chin lc ch to ra ci khung hng dn t duy v hnh ng. Chin lc l mt tp hp nhng mc tiu v chnh sch cng nh cc k hoch ch yu t c cc mc tiu , n cho thy r doanh nghip ang v s thuc vo lnh vc kinh doanh no.
Khi nim chin lc marketing Chin lc marketing l s l lun (Logic) marketing nh mt n v kinh doanh hi vng t c cc mc tiu marketing ca mnh. Chin lc marketing bao gm cc chin lc chuyn bit lin quan n nhng th trng mc tiu, marketing-mix v ngn sch marketing. Do chu tc ng ca nhiu yu t, nn khi xy dng chin lc marketing phi xut pht t nhiu cn c khc nhau. C ba cn c ch yu ngi ta gi l tam gic chin lc l: cn c vo khch hng, cn c vo kh nng ca doanh nghip, cn c vo i th cnh tranh.
1.3.1 Chin lc sn phm

Sn phm l tt c nhng g c th tho mn c nhu cu hay mong mun v c cho bn trn th trng vi mc ch thu ht s ch , mua s dng hay tiu dng. Sn phm c th l nhng vt th l nhng hng ho hu hnh, dch v, tng Mt sn phm lun gm c nhng c im v thuc tnh hu hnh cng nh v hnh. Khi sng to ra mt sn phm, nh thit k cn phi ch v nhn thc 3 tng khc nhau ca sn phm:

Sn phm ct li: y l thnh phn ngi mua thc s cn mua.
Sn phm hin thc: bao gm cc yu t c im s dng, kiu dng, bao b, nhn hiu, cht lng. Sn phm hon chnh: sau cng nh thit k c th b sung thm nhng dch v v li ch ph cho sn phm nh lp t, bo hnh, dch v giao hng cho sn phm tr thnh sn phm hon chnh.
Bo co tt nghip 1.3.1.2 Chin lc cho cc giai on ca chu k sng sn phm Chin lc marketing cho giai on pht trin sn phm mi: Sn phm mi c th hin bng 2 dng: mi i vi cng ty (cng ty sn xut sn phm ln u tin, mc d sn phm c trn th trng); mi i vi th trng khi n ln u tin xut hin trn th trng. Qui trnh i vi mt sn phm mi bao gm cc giai on: - Pht trin tng v sn phm mi: Cc tng ny xut pht t nhiu ngun nh khch hng, i th cnh tranh, ban lnh o Nhng nhu cu v c mun ca khch hng l c s v im xut pht cho tng sn phm mi. - Sng lc tng: khi c tng, cng vic tip theo l sng lc cc tng ny chn tng tim nng v loi tng khng kh thi, v phi c nh gi k lng. - Pht trin v th nghim sn phm: thng qua cc cng c nghin cu th trng, cng ty s bit c mc ph hp ca sn phm i vi th trng. - Pht trin chin lc marketing cho thng hiu: Nh marketing hoch nh s b chin lc v chng trnh marketing tung thng hiu sn phm mi ra th trng. - Phn tch kinh doanh: Khi xy dng chin lc v chng trnh marketing cho thng hiu sn phm mi, cng ty cn phn tch nh gi li mc hp dn ca n cng nh mc ph hp vi mc tiu chung v doanh thu, chi ph,.
Chin lc marketing cho giai on gii thiu: C 4 chin lc cng ty c th s dng trong giai on gii thiu sn phm:
Chin lc ht kem nhanh: Cng ty qung co rm r, v nh mc gi cao
thu li nhun nhanh - Chin lc ht kem chm: cng ty nh gi cao nhng mc chiu th thp gim chi ph. - Chin lc thm thu nhanh: cng ty nh gi thp nhng thc hin cc chng trnh qung b rm r, nn ph hp vi th trng ln, kh nng xm nhp ca i th cnh tranh cao, nhy gi c ca khch hng rt cao. - Chin lc thm thu chm: cng ty nh gi thp nhng mc qung b cng thp, ph hp th trng ln, kh nng xm nhp ca i th cnh tranh khng cao, nhy gi c cao. Chin lc marketing cho giai on tng trng: L giai on sn phm c th trng chp nhn, doanh s tng nhanh. ko di giai on tng trng cc cng ty thng p dng mt s chin lc c mc
Bo co tt nghip tng trng cao nh sau: nng cao cht lng sn phm, xm nhp vo cc th trng mi, m rng knh phn phi. Chin lc marketing cho giai on trng thnh Cc cng ty c th thc hin hai nhm chin lc chnh trong giai on trng thnh: iu chnh th trng v iu chnh hn hp marketing. - iu chnh th trng: thng qua vic kch thch khch hng c tiu dng nhiu hn, thuyt phc nhng ngi cha tiu dng thnh khch hng ca thng hiu v tham gia v cc khc th trng mi. - C th iu chnh, b sung cc thnh phn ca hn hp marketing nh ci tin cht lng sn phm, cc c trng b sung, kiu dng, mu m, mu sc, Cng ty c th iu chnh gi, h thng phn phi, ci tin dch v khch hng. Chin lc marketing cho giai on suy thoi Trong giai on ny cc doanh nghip thng p dng chin lc sn xut v marketing cm chng nh: gim chi ph thit k, nghin cu, qung co, ch i th cnh tranh b cuc hoc loi b sn phm.
1.3.2 Chin lc gi
Gi c hng ho l s tin hoc nhng vt g khc cn i c mt sn phm. Gi c c ngha quan trng i vi nn kinh t, cng ty kinh doanh v trong tm tr khch hng. Chin lc gi ht kem (ht vng sa): iu kin p dng: - Khch hng: ph hp khi nhy gi c ca khch hng thp do mc d bit ca thng hiu cao v khc th trng ny c qui m kinh doanh c hiu qu ( lng khch hng chp nhn gi cao). Chi ph: sn xut vi quy m nh khng cao lm. - i th cnh tranh kh khn trong vic tham gia th trng Chin lc gi xm nhp th trng: Vi chin lc ny, cng ty n nh gi thp vi hy vng s hp dn, thu ht nhiu khch hng nhm ginh c mt th phn ln. Vic n nh gi thp s c thun li trong iu kin sau: - Khch hng: ph hp trong trng hp nhy v gi c cao c c th trng vi qui m ln - Chi ph: chi ph tng i nh
Bo co tt nghip - Cnh tranh: i th cnh tranh cho php cng ty nh gi xm nhp hp dn khch hng. Chin lc gi trung ho L chin lc gi c c nh theo a s khch hng, v tng xng vi gi tr ca thng hiu. Cng ty chn chin lc gi trung ho khng tp trung vo vai tr ca gi c m ch trng n cc thnh phn khc ca marketing Khch hng: khch hng kh khn xc nh gi tr thng hiu (thng hiu mi xm nhp th trng). V vy gi thng hiu qu cao hay qu thp s kh thuyt phc khch hng. Chi ph: qui m hiu qu kinh t khng qu cao cng khng qu thp Cnh tranh: i th cnh tranh rt nhy cm vi doanh s, lun tm cch tn cng gi c. iu chnh gi Doanh nghip iu chnh gi c tu theo nhng iu kin kinh doanh khc nhau v cc yu t ca hin trng th trng nh: Gim gi: Nhiu cng ty p dng vic gim gi kch thch khch hng trong cc trng hp sau: thanh ton sm, mua s lng ln, thc hin mt s chc nng theo cho nh sn xut nh tn kho, thng k; mua hng tri thi v; trao i hng ho nh tr bng c mua hng mi, thc hin chiu th. Chnh sch gi phn bit: Nhiu cng ty thng hay thay i gi cn bn cho ph hp vi tng i tng khch hng, ph hp vi tng sn phm, khu vc tiu th y l trng hp cng ty bn mt sn phm vi nhiu mc gi khc nhau, khng da trn c s l chi ph khc nhau. C nhiu dng gi phn bit - nh gi theo phn khc: nhng nhm khch hng khc bit nhau c nhng gi khc nhau. - nh gi theo dng sn phm: cng ty a ra nhiu dng khc nhau ca mt sn phm v nh gi khc nhau cho tng dng. - nh gi theo khu vc: nhng khu vc khc nhau s c mc gi khc nhau tuy rng chi ph nh nhau. - nh gi theo thi gian: nh gi thay i theo ngy khc nhau, i khi gi khc nhau. Th d: vo mng bui ti, ban ngy cc ph khc nhau - Khi thc hin chnh sch gi phn bit cn phi ch n cc iu kin sau: GVHD: TS. Nguyn Vn Nhn SVTH: Hong Th Bch Trm
Bo co tt nghip - Phi hp php. Nhiu ni c lut cm p dng chnh sch gi phn bit nu khng chng minh c c s khc nhau v chi ph. - Khch hng khu vc gi thp khng mua i, bn li - i th cnh tranh khng tn cng bng gi vo khu vc ga cao. Gi tm l Gi c thng phn nh v cc thuc tnh ca sn phm. Rt nhiu khch hng dng gi c o lng cht lng sn phm. Khi p dng chnh sch ny, nh sn xut xem xt cc yu t tm l ca gi c ch khng n thun v kha cnh kinh t. nh gi theo tm l ngi mua. Gi chiu th Cng ty thc hin chnh sch gi chiu th trong mt giai on no s bn gi thp hn gi ghi trn sn phm, v trong nhiu trng hp, thp hn chi ph kch thch s lng hng bn. nh gi theo vng a l Cng ty cn xem xt gi c ca sn phm khi bn cc vng a l khc nhau. Khi p dng chnh sch gi ny cng ty cn ch chnh sch gi ca cc i th cnh tranh.
1.3.3 Chin lc phn phi

Knh phn phi l mt tp hp cc cng ty v c nhn c t cch tham gia vo qu trnh lu chuyn sn phm hoc dch v t ngi sn xut n ngi tiu dng. H thng t chc knh phn phi c th chia lm ba dng chnh: Knh phn phi truyn thng: Bao gm cc nh sn xut, bn bun, bn l hot ng c lp nhau tm kim kh nng ti a ho li nhun cho tng th Knh phn phi dc-VNS: bao gm cc nh sn xut mt hay nhiu ngi bn s, mt hay nhiu ngi bn l hot ng nh mt h thng nht. H thng knh phn phi ngnh HMS: Hai hay nhiu cng ty khng c lin h vi nhau trong cng mt cp ca knh phn phi lin kt li vi nhau theo ui cc c hi marketing Cc quyt nh v knh phn phi gm: Xc nh vai tr hot ng ca vic phn phi, la chn cc knh phn phi ch yu, nh gi cc knh phn phi ch yu. Cc phng thc phn phi sn phm Bn l Bn l l tt c cc hot ng c lin quan n vic bn cc sn phm, dch v trc tip cho ngi tiu dng cui cng h s dng cho c nhn, khng mang tnh kinh doanh. GVHD: TS. Nguyn Vn Nhn
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Bo co tt nghip Bn bun
Bn bun bao gm cc hot ng lin quan n vic phn phi sn phm n khch hng khng phi tiu dng c nhn m bn li hay tiu dng cng nghip vi mc tiu li nhun.
1.3.4.Chin lc chiu th
Khi nim: Theo quan im x hi mt th trng s khng vn hnh hiu qu nu khng c thng tin. Tuy nhin nhiu doanh nghip b ph phn v cung cp nhng thng tin lch lc, c bit l qung co. Qung b thng hiu hay chiu th, theo nh ngha tch cc l chc nng cung cp thng tin v thng hiu cho khch hng mc tiu v ng mt vai tr quan trng trong vic a thng hiu n nay khch hng. Cc cng c chiu th: - C rt nhiu cng c nh marketing s dng qung b thng hiu. Tm li c th chia thnh 5 nhm chnh: qung co (advertising), khuyn mi bn hng (sale promotion), cho hng c nhn (personal selling), marketing trc tip (direct marketing), v quan h cng ng (public relation). Cc cng c ny dc gi l hn hp chiu th (promotion mix). - Qung co: L dng thng tin cha nhng tng, thng hiu ti th trng mc tiu thng qua mt knh trung gian. Phng thc truyn tin ny gin tip thng qua cc phng tin truyn thng i chng. C rt nhiu knh qung co: ti vi, radio, bo ch, pano, v.v Qung co thng nhm ti mc tiu rng ln. - Khuyn mi bn hng: L cc dng kch thch tiu dng thng l ngn hn, c nhiu dng khuyn mi bn hng c s dng nh qu tng, chit khu, mua 1 tng 1, x s, bc thm trng thng, hi ch trin lm. - Cho hng c nhn: L dng qung b, thuyt phc khch hng thng qua tip xc trc tip gia i ng bn hng ca cng ty v khch hng mc tiu. - Marketing trc tip: L dng chiu th s dng th, email, fax chuyn ti thng tin n tng i tng khch hng. - Quan h cng ng: L dng qung b cng ty hay thng hiu thng qua cc chng trnh ti tr nh th thao, thi trang, vui hc, chng trnh t thin, tham gia cc hot ng cng ng, v.v
CHNG 2: THC TRNG HOT NG MARKETING TI CNG TY TR MY TRONG THI GIAN QUA
2.1 GII THIU KHI QUT V CNG TY
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Bo co tt nghip
2.1.1 Lch s hnh thnh

Cng ty Trch Nhim Hu Hn Dch V - Thng Mi Pht Trin Cng Ngh Tr My c thnh lp vo ngy 21 thng 8 nm 2007 vi vn iu l l 2.500.000.000 ng. Tn Cng ty y theo ting Vit: Cng ty Trch Nhim Hu Hn Dch V Thng Mi Pht Trin Cng Ngh Tr My Tn vit tt theo ting Vit : Cng ty TNHH DV TM Pht Trin Cng Ngh Tr My a ch: 106/2/7 Quang Trung phng 10, G vp - H Ch Minh. Lin H : website www.tramyshop.com ; Email : info@tramyshop.com TI KHON CA CNG TY Ti khon ngn hng : vietcombank Tn ti khon : Cng ty TNHH DV TM Pht trin cng ngh Tr My M s ti khon :0071005460785 M s thu: 0309838446
2.1.2 Mc tiu, lnh vc kinh doanh

Mc tiu - Tr thnh cng ty cung cp cc thit b cng ngh uy tn, m bo cht lng sn phm cng nh dch v, lun phc tn tnh v lm hi lng khch hng. y mnh hot ng bn hng v cung cp dch. Tng bc m rng th trng ra khp khu vc thnh ph H Ch Minh. Doanh thu tng bnh qun 25% mi nm. Lnh vc kinh doanh
- T vn, thit k gii php, cung cp, lp t h thng Camera gim st chuyn
nghip. -
Nhn thit k Website , lp t bo tr mng Ngoi ra p ng c nhu cu a dng ca rt nhiu khch hng. Cng ty cn kinh doanh bun bn linh kin my tnh, thit b vn phng..
2.1.3 S t chc
Cng ty c ba phng ban chnh: phng kinh doanh Maketing, phng k thut Vt t, phng nhn s - k ton cng gim c v ph gim c to nn c cu t chc
12
Bo co tt nghip ca cng ty. S c cu t chc ca cng ty Tr My c biu din theo s 2.1 nh sau:
(Ngun: phng nhn s-k ton cng ty Tr My)
S 2.1: S t chc ca cng ty TNHH TM DV PTCN Tr My Gim c: Gim c: L ngi i din v php l ca Cng ty k kt cc vn bn php l trong phm vi chc trch, nhim v v thm quyn c giao. Chu trch nhim qun l t chc iu hnh ton b hot ng ca Cng ty nhm thc hin hon thnh chc nng, nhim v ca Cng ty v ch tiu kinh doanh c giao theo ng ch trng, chnh sch v nh hng pht trin ca tng cng ty. ng thi c sng to v linh hot trong trin khai nhm t c nhiu thnh tch trong kinh doanh.T chc b my ca
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Bo co tt nghip n v phng ban bao gm vic hp l ha c cu t chc, thit lp l trnh cng vic khoa hc, quy hoch v thc hin b tr ng ngi,ng vic. Ph Gim c: Ph gim c: L ngi gip Gim c gii quyt cc cng vic thuc phm vi, quyn hn do Gim c phn cng hoc y nhim. Phng k thut - vt t : c 7 ngi m bo cc vn , lp phng n tin thi cng cc d n. Tnh ton cc khi lng v cht lng trong d n cho phng kinh doanh. - Qun l sn phm ca cng ty - Thc hin thi cng cc d n.

Phng nhn s - k ton: c 5 ngi B phn nhn s:
- Qun l, b tr nhn s, tham gia lp k hoch lao ng tin lng, k hoch lao ng... p ng k hoch sn xut kinh doanh ca Cng ty. - Lp quy hoch cn b trc mt v lu di. - Lp k hoch v thc hin vic o to, bi dng pht trin cn b v lao ng. - Bo m ch cho ngi lao ng theo ch chnh sch hin hnh. - Phi hp vi cc n v, phng ban lin quan son tho cc quy ch hot ng ca Cng ty v ca cc n v. - Tham mu, cung cp d liu ti chnh cho Gim c trong vic qun l ngun vn, s dng vn tit kim chi ph, tng li nhun v ra quyt nh. B phn k ton: Theo di, gim st v kim tra nh k v ti chnh- k ton. Bo co quyt ton ti chnh ton b, cc n v thuc Cng ty Lp k hoch ti chnh ton k, gim st vic thc hin k hoch sn xut kinh doanh ca Cng ty v cc n v thnh vin Theo di kim tra cng n ca ton Cng ty Ghi s v bo co tin qu theo ng nguyn tc k ton quy nh Phng kinh doanh Phng kinh doanh ca cng ty c 10 ngi trong c 2 ngi trc tip bn hng ti ca hng ca cng ty v 8 ngi lm vic ti phng kinh doanh maketing Nhng v tr trong phng kinh doanh bao gm : + 01 Trng phng + 01 Ph phng GVHD: TS. Nguyn Vn Nhn
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Bo co tt nghip + 06 Nhn vin lm vic ti phng kinh doanh: Cc nhn vin ny lm vic theo khu vc ca mnh c phn cng. + 02 Trc tip bn hng ti ca hng Chc nng nhim v ca phng kinh doanh Tip khch hng, phn tch th trng, tm th trng, khch hng cho Cng ty, m bo ngun hng n nh cho Cng ty. Ln k hoch, theo di sn xut mu i mu cho hng. Phn tch n hng, lp nh mc sn phm trn c s chit tnh ga thnh sn phm gi bn trnh gim c duyt. Nhn cc n t hng, ln hp ng kinh t ni v ngoi trnh gim c k.
2.2. TNH HNH HOT NG KINH DOANH TI CNG TY TR MY GIAN ON 2008-2010

Tnh hnh li nhun ca cng ty giai on nm 2008-2010 c th hin qua bng 2.1 nhn vo bng 2.1 ta thy li nhun rng ca Cng ty nm 2009 so vi nm 2008 tng ln 5,873,000 ng tng ng tng 17.05 %, mc tng tuyt i khng cao nhng mc tng tng i l rt kh quan, y l mt iu ng mng v nm 2008 cng ty cng chu nh hng ca cuc khng hong kinh t th gii. Bng 2.1 bng phn tch tnh hnh li nhun ca cng ty trong giai oan 20082010
CH TIU 2008
Tng doanh thu Tng chi ph Li nhun trc thu Chi ph thu TNDN hin hnh Li nhun sau thu thu nhp doanh nghip
vt: Ngn VND Nm 2009 5,333,114 5,279,343 53,771 13,443 40,328 2010 5,506,899 5,405,721 101,178 25,295 75,884 chnh lch 2008-2009 2009-2010
Tuyt i Tng i (%) Tuyt i Tng i (%)
5,023,982 4,978,042 45,940 11,485 34,455
309,132 301,302 7,831 1,958 5,873
6.15 6.05 17.05 17.05 17.05
173,784 126,377 47,407 11,852 35,555
3.26 2.39 88.16 88.16 88.16
(Ngun: phng nhn s-k ton cng ty Tr My)
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Bo co tt nghip Cc ch tiu tng i (%) v li nhun trc thu, thu thu nhp doanh nghip, li nhun rng trn bng nhau l do s liu cng ty cung cp khng c bt k khon gim tr v thu no. Li nhun tng l do nh hng bi cc nhn t: + Tng doanh thu nm 2009 so vi nm 2008 tng 309,132,000 ng tng ng tng 6.15%. v do nhu cu v mt hng cc thit b mng v camera quan st ngy cng tng cao v mt phn do cng ty tin hnh cc hnh thc tuyn truyn, ph bin rng ri lm cho cc dch v lp t, sa cha, thc hin d n ca cng ty ngy cng c nhiu khch hng bit n, lm tng uy tn ca cng ty i vi khch hng dn n vic tng doanh thu dn ti tng li nhun. + Tng chi ph nm 2009 so vi nm 2008 tng 301,302,000 ng tng ng tng 6.05% . Nguyn nhn lm cho tng chi ph tng l do: Chi ph t hot ng ti chnh pht sinh l do cng ty tin hnh u t vo cc hot ng ti chnh lm cho tng chi ph tng ln.
Chi ph qun l Doanh nghip nm ch yu l do cng ty tin hnh cc hot
ng tuyn truyn nh khuyn mi, qung co, bng bo gi v u t thm mt s trang thit b. Tuy nhin vic tng chi ph ny l theo chiu hng tt v gp phn truyn b rng dch v lp t sa cha v bo dng cc thit b mng ca cng ty n khch hng. Tm li, tuy mc tng ca tng chi ph kh cao nhng khi so snh ta thy mc tng ca tng doanh thu cao hn mc tng tng chi ph. Nh vy li nhun ca cng ty tng ln l theo chiu hng tt.
2.3. PHN TCH CC NHN T NH HNG TI HOT NG MARKETING TI CNG TY TR MY 2.3.1 Mi trng v m
2.3.1.1 Cc yu t v Chnh tr php lut Cc yu t v chnh tr v php lut c nh hng chung n hot ng kinh doanh ca tt c cc Cng ty nh: nh cng, biu tnh, chin tranh,vn bn Php lut quy nh v vic k khai v np thu gi tr gia tng, thu thu nhp, cc vn bn lut quy nh v tin cng, tin lng ca cng nhn vin, ngha v ng BHYT, BHXH cho nhn vin ca Cng ty, th Cng ty cn chu nh hng bi mt s vn bn php lut khc quy nh ring v hot ng kinh doanh lp t, sa cha cc thit b mng nh Vn bn Lut quy nh v iu kin tham gia hot ng kinh doanh. Yu t chnh tr v Php lut lun tc ng mt cch tng qut n hot ng kinh doanh ca Cng ty. N cn nh hng cho Cng ty thc hin v pht trin. GVHD: TS. Nguyn Vn Nhn
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Bo co tt nghip 2.3.1.2 Cc yu t kinh t Trong bi cnh kinh t th gii vn phc hi chm chp v trong nc gp phi nhiu kh khn, kinh t Vit Nam t c tc tng trng tng i. S n nh v cc mt kinh t - x hi trong giai on 2007 2009 l yu t quan trng gip nn kinh t Vit Nam t c nhng thnh tu phat trin trong thi gian qua. Tng trng kinh t trong 3 nm 2007-2009 tuy c gim st do nh hng ca cuc khng hong kinh t, ti chnh, ngn hng ton cu, nhng vn duy tr c chui tng trng kinh t mc cao lin tc ca giai on trc. Ba nm 2007, 2008, 2009 nn kinh t nc ta t c tc tng trng ln lt l 8,46%, 6,18% v 5,20%.( Ngun 7- Ti liu tham kho) Nm 2010, kinh t ca Vit Nam tip tc c s phc hi nhanh chng sau tc ng ca khng hong kinh t ton cu.. Tc tng GDP qu I t 5,83%, qu II l 6,4%, qu III tng ln 7,14% v d on qu IV s t 7,41%. Uc tnh GDP c nm 2010 c th tng 6,7%, cao hn nhim v k hoch (6,5%).. Vi kt qu ny tc tng trng GDP c giai on 2006-2010 t bnh qun 7%/nm v thu nhp quc dn bnh qun u ngi nm 2010 c t 1.160 USD.(Ngun 7- Ti liu tham kho) Sau 20 nm thc hin lut u t nc ngoi, Vit Nam thu ht c hn 9.500 d n u t nc ngoi vi tng s vn ng k khong 98 t USD ( Ngun 11-Ti liu tham kho). Thm vo , s lng cc d n ca cc nh u t trong nc ang c trin khai lin quan ti tt c cc ngnh, cc lnh vc ca nn kinht to ln nhu cu rt ln v m bo an ninh an ton. Theo ng Daniel Lim Gim c Markeing Bosch Security Systems Asia Pacific, nm 2007 th trng an ninh ca Vit Nam c khong 90 triu USD, trong th trng thit b an ninh chim khong 40%. Th trng ny tng khong 7 ln trong 2 nm va qua v cn tng nhiu na trong nhng nm ti (Ngun 5- Ti liu tham kho). Thit b an ninh c cp y bao gm: camera quan st, h thng bo ng bo chy, my d kim loi, my soi hnh l, chung ca c hnh, h thng nh v v tinh Th trng an ninh bao gm th trng cung cp dch v bo v v th trng cung cp cc th thit b an ninh. 2.3.1.3 Cc yu t k thut cng ngh Cng ngh thng tin, v mng Internet lm cho khong cch trn th gii ngy cng tr nn nh b. Tri thc v thng tin khng bin gii s a hot ng kinh t vt ra khi phm vi quc gia v tr thnh hot ng mang tnh ton cu. S hi t cng ngh ang din ra mnh m trn phm vi ton cu v dn n s hnh thnh nhng loi hnh dch v mi, to ra kh nng mi v cch tip cn mi i vi pht trin kinh t x hi.
17
Bo co tt nghip Cuc cch mng v cng ngh cng vi qu trnh ton cu ha ang nh hng su sc n mi lnh vc trong i sng kinh t, vn ho, x hi, a x hi loi ngi chuyn mnh t x hi cng nghip sang x hi thng tin, t kinh t cng nghip sang kinh t tri thc, nng lc cnh tranh ph thuc ch yu vo nng lc sng to, thu thp, lu tr, x l v trao i thng tin. L mt trong nhng cng ty kinh doanh v cc sn phm cng ngh hin i cng ty Tr My phi c gng khng ngng cung cp nhng sn phm mi c cht lng cao phc v cho khch hng. 2.3.1.4 Cc yu t vn ha x hi Cc yu t v vn ha x hi nh tnh cch ca con ngi ti mi vng, min, cch sng, tn ngng, phong tc, n np, thi quen lm vic, chng ta cn phi tn trng, lu nhng im ny qun l v hon thnh cng vic tt hn. i vi cc doanh nghip kinh doanh trong lnh vc dch v cng ngh th vn ha x hi cng nh hng rt nhiu n hot ng kinh doanh nu x hi pht trin tt th nhn thc v tm quan trong ca cc sn phm cng ngh cng cao t c kh nng thu ht cc khch hng.
2.3.2 Cc yu t vi m
2.3.2.1 i th cnh tranh ca Cng ty i th cnh tranh ca Cng ty Tr My l cc Cng ty khc cng hot ng trong lnh vc kinh doanh v cung cp cc thit b camera quan st. M hin nay ti Thnh ph H Ch Minh c rt nhiu Cng ty tham gia vo hot ng kinh doanh ny y l thch thc to ln i vi Cng ty. Do yu cu Cng ty phi c chin lc kinh doanh, hot ng Marketing nhm thu ht khch hng, nng cao hiu qu kinh doanh ca Cng ty. Sau y tc gi s a ra ma trn hnh nh cnh tranh c th thy r hn v cc i th cnh tranh ca Cng ty Tr My.
TT
Ma trn hnh nh cnh tranh Mc Tr My Cc yu t thnh cng

18
HTC
Rng Vng
Bo co tt nghip quan Hng im Hng im 0.05 2 0.1 4 0.2 0.07 2 0.14 3 0.21 0.13 3 0.39 3 0.39 0.12 0.12 0.2 0.13 0.05 0.05 0.08 1 3 2 3 4 2 3 2 0.36 0.24 0.6 0.52 0.1 0.15 0.16 2.76 3 4 3 2 3 3 3 0.36 0.48 0.6 0.26 0.15 Hng 3 2 2 3 3 3 2 2 im 0.15 0.14 0.26 0.36 0.36 0.6 0.26 0.1
1 Li th v v tr 2 Th phn 3 Kh nng cnh tranh v gi Mc qung co,khuyn 4 mi 5 Kh nng ti chnh 6 Cht lng sn phm 7 Chnh sch bo hnh Kh nng ng ph vi s 8 thay i Lng trung thnh ca 9 khch hng 10 Nng lc k thut Tng cng
0.15 2 0.1 0.24 2 0.16 3.04 2.49 (Ngun tc gi t tnh)
Qua phn tch ma trn hnh nh cnh trnh ta c th xp hng i th cnh trnh nh sau: th nht l cng ty HTC vi tng s im quan trng l 3.04 iu ny cho thy y l i th cnh tranh mnh nht ca cng ty Tr My,xt v li ti chnh y l cng ty c ngun ti chnh tt v c kh nng ng ph vi s thay i tng i nhanh. Cng ty Rng Vng vi tng s im quan trng l 2.49 d khng mnh nh Cng ty Tr My. Do vy vic xy dng chin lc marketing cho sn phm ca Cng ty Tr My cn phi pht huy c im mnh ca Cng ty v hn ch nhng im yu ca mnh cnh tranh vi Cng ty HTC v phng th i vi Rng Vng. 2.3.2.2 Khch hng Thnh ph H Ch Minh l ni hot ng kinh t nng ng nht, i u trong c nc v tc tng trng kinh t. L cng ty hot ng trong lnh vc dch v v cung cp sn phm cng ngh nn rt kh phn khc khch hng. Bi v khch hng ca cng ty c th l c nhn hay mt t chc bt k, cng c th l cc doanh nghip ln hay ch l doanh nghip nh. Ngi quyt nh mua sn phm ca cng ty l cc c nhn nu nh n l h gia nh, i vi cc cng ty th ngi mua sn phm ph thuc vo gim c, cn i vi cc t chc th ngi quyt nh mua sn phm l ngi ng u ca t chc . 2.3.2.3 Nh cung cp GVHD: TS. Nguyn Vn Nhn
19
Bo co tt nghip Mang tnh cht l cng ty dch v v kinh doanh cc sn phm cng ngh nn cc nh cung cp ca cng ty l nhng cng ty nc ngoi trong lnh vc camera gim st nh: PANASONIC, SONY, SAMSUNG, AXIS, KOCOM, AVTECH.
2.3.3 Nhn xt
Qua phn tch cc nhn t nh hng ti cng ty trn ta c th rt ra nhng c hi, thch thc i vi cng ty nh sau:
C hi: - Tc tng trng kinh t ca nc ta ngy cng tng thc y cc lnh vc kinh t pht trin. - Nc ta c nn chnh tr n nh to iu kin thun li cho vic sn xut kinh doanh tt c c lnh vc. - Vit Nam l mt th trng tin nng th trng kinh doanh cc thit b an ninh pht trin ngy cng c nhiu nh u t nc ngoi vo Vit Nam khi cc nh u t cng tng th nh xng v vn phng cng tng v nhu cu s dng cc thit b an ninh cng tng cao. - Cng ngh thng tin ngy cng pht trin gip khch hng c th d dng tm hiu v cc sn phm mi nh cc thit b an ninh trn mng internet, gip cho khch hng hiu bit nhiu thm v cng dng v cc chc nng ca sn phm. Thch thc - Th trng thit b an ninh cn mi nn cha c nhiu khch hng bit ti. - i th cnh tranh trong lnh vc ny ngy cng nhiu, v y l mt th trng tin nng bn cnh cc i th ca cng ty l nhng i th ln c tin lc kinh t mnh. - Hin nay cc thit b an ninh u nhp khu t nc ngoi v nn chi ph cn cao. - Kinh doanh cc sn phm thit b an ninh l kinh doanh cc sn phm cng ngh v vy cng ty thng phi thng xuyn cp nht v i mi sn phm ph hp vi nhu cu th trng.
2.4. THC TRNG HOT NG MARKETING TI CNG TY TR MY 2.4.1.Th trng

Th trng ch yu ca cng ty l cc khch hng trn a bn thnh ph H Ch Minh, v y l mt th trng ln kt qu kinh t ti thnh ph H Ch Minh trong nm GVHD: TS. Nguyn Vn Nhn
20
Bo co tt nghip 2010 t c nhng thnh tch ng k, phn ln cc ch tiu v kinh t - x hi hon thnh vt mc k hoch. Tng san phm (GDP) trn ia ban thnh ph H Ch Minh c nm 2010 c at 414.068 ty ng, tng 11,8% so nm 2009. (Ngun 12- Ti
liu tham kho)
Thnh ph H Ch Minh n nm 2010 vn s l mt trung tm cng nghip quan trng ca c nc v ca Vng kinh t trong im pha Nam. Thnh ph H Ch Minh l a phng u tin tp trung pht trin cc ngnh c kh gia dng, sn xut phng tin vn ti, ch to my, ch to thit b cng ngh, in t v cc ngnh cng ngh cao khc va theo chiu rng, va theo chiu su, to tc tng gi tr sn ng. Vi xu hng hin nay cc sn phm cng ngh cao ngy cng c ng dng nhiu. Hin nay, s pht trin a dng ca cc ngnh ngh trong x hi to nhiu iu kin thun li trong vic thc y nn kinh t ca t nc. Bn cnh , vn qun l con ngi, phng chng t nn x hi (n cp, trm, cp, ...) i vi nh qun l vn cn tn ti v cng nhiu kh khn cng vi s pht trin ca t nc. Vn c t ra v bc xc t cc doanh nghip, cc t chc, c nhn, ... l lm sao c c cng c qun l tt hn v h thng an ninh bo mt hn trc s pht trin ca cc t nn x hi ni trn. T nhng bt cp v kh khn trn th y chnh l c hi tt cho cc nh cung cp cc thit b an ninh cng nh cng ty Tr My c th tm c th trng ca mnh.
2.4.2 Khch hng

Khch hng mc tiu ca Cng ty l c quan, doanh nghip, nh my, siu th, ca hng, h gia nh, trn a bn thnh ph H Ch Minh. - i vi khch hng l cc c nhn: Khi nh khch hng c nhiu tng, i ln, i xung. H mun ngi mt ch trn tng trn m c th coi nh, trng xe, cnh bo trm, quan st ngi gip vic,con nh, v hoc chng v mi hot ng khcth sn phm camera ca Cng ty l 1 sn phm hu ch. - i vi khch hng l cc doanh nghip hay ban gim c ca cc cng ty: H mong mun c c mt h thng Camera khng nhng ch quan st thy cc hnh vi nh: xm nhp bt hp php, trm cp ti sn, ca cng ty m cn l mt cng c gip cc ban gim c quan st v iu hnh cc hot ng ang din ra ti cng ty. Hn th na l c th gii thiu trc tip vi cc bn hng v nng lc v kh nng ca cng ty thng qua mng Internet. - i vi cc xng sn xut : Cc hot ng ra vo cng ty, qu trnh lm vic ca cng nhn ti cc xng sn xut, kho bi ca cng ty. H mun pht hin kp thi c cc s c nh chy n nguy hin n tnh mng ca con ngi cng nh thit hi v ti GVHD: TS. Nguyn Vn Nhn
21
Bo co tt nghip sn trong qu trnh sn xut. Quan st c cc hnh vi ca cng nhn v lu c hnh nh cc hot ng ang din ra ti nh my mt cch r rng, nhanh chng v chnh xc v th hin c ngy gi ra vo. - i vi cc t chc hay c quan: h mun ngn chn v kim sot c cc hot ng xm nhp bt hp php mt cch hiu qu c ban ngy ln ban m. Lu tr c d liu c th lm c s, bng chng. Ni tm li i tng phc v ca camera quan st l cc nh qun l iu hnh cng vic cn thit qun l v gim st tnh trng an ninh ca cng ty V i tng gim st l ngi ra vo cng ty, cng nhn sn xut. S xm nhp bt hp php vo ban ngy cng nh ban m ti khu vc cng ra vo cng ty. Bn cnh i vi cc nh my th camera quan st gip gim st quy trnh hot ng sn xut ca nh my.
2.4.3 Phn tch sn phm

Sn phm ca cng ty ch yu l cc sn phm nhp khu t cc thng hiu camera quan st ni ting, v phn chia thnh tng loi sn phm khc nhau ph hp vi nhu cu ca khch hng. Cng ty ch yu kinh doanh cc sn phm t cc nh cung cp camera nh PANASONIC, SONY, SAMSUNG, AXIS, KOCOM, AVTECH. L nhng sn phm nhp khu nn trc khi mua v cng ty cng ty kim tra cht lng ca cc mt hng trnh tnh trng hng khng ng yu cu, cht lng km lm gim uy tn ca cng ty. Cc sn phm cng c kim tra m bo yu cu v cht lng v cc thng s k thut. Cc c tnh ca camera quan st: Ton b hnh nh c cc Camera quan st tip nhn v c truyn v trung tm thng qua mng cp truyn dn tn hiu ring ca tng camera. Ti trung tm, tn hiu truyn v t cc Camera c x l nh b chia hnh sau a ln mn hnh theo di v gim st. Mn hnh gim st c kh nng hin th lun phin cc hnh nh (chia nhiu hnh nh hay hin th mt hnh nh) . Hnh nh c lu li trn trong cng nh u ghi chuyn dng v c th pht li vo bt c lc no. Vic tm kin hnh nh lu tr rt thun tin nhanh chng nh kh nng tm kim theo thi gian ca u ghi hnh. - Vi Camera IP kt hp vi cng ngh ADSL. Ngi s dng theo di c hnh nh bt c u thng qua h thng internet
22
Bo co tt nghip Ngoi nhng mt hng v camera quan st cng ty cn kinh doanh cc mt hng linh kim my tnh v thit b vn phng nhng sn phm ny cng c cng ty nhp khu t cc nh cung cp co danh ting nh ASUS, ACER, DELL, CANON.
2.4.4 Phn tch gi

Gi l mt trong nhng yu t quan trng trong kinh doanh bi n nh hng trc tip n li ch ca ngi mua ln ngi bn. Do hot ng kinh doanh c thun li th mc tiu nh gi trong nhng nm qua ca Cng ty lun l mc tiu quan trng v doanh thu nhn c t bn sn phm phi ti a nhng cng ty lun phi m bo tnh lu di trong quan h vi khch hng truyn thng cng nh khch hng mi. Hin nay cng ty p dng cc mc gi khc nhau i vi cc loi camera khc nhau v cc khch hng khc nhau Mc gi 1: Ph hp gia nh, cn quan st khch ra vo nh, vi yu cu chi ph thp, tn dng my vi tnh c sn, nhng vn quan st tt, p ng yu cu quan st, h tr xem qua t xa qua Internet STT Tn sn phm H thng 04 Camera Dome - 1/4 Sony CCD, 450 TV Lines Ph kin : Adapter , jack cm,... Card ghi hnh h tr 04 Camera S lng Gii thch tnh nng
04
Quan st hnh nh trong phng khch, ca ra vo,..
Ghi hnh thnh phim vo my vi tnh, c th xem li sau ny Gi tin : 5.000.000 01

(Ngun: Phng kinh doanh-marketing Cng ty Tr My
Mc gi 2: Ph hp gia nh, ca hng in thoi di ng, ca hng tp ha,... cn quan st khch ra vo nh, vi yu cu chi ph thp, khng cn dng my tnh, quan st bng Tivi , h tr xem qua t xa qua Internet
STT
Tn sn phm S lng H thng 04 Camera Dome 1 - 1/4 Sony CCD, 450 TV Lines 04 Ph kin : Adapter , jack cm,... u gi hnh h tr 04 Camera + HDD 2 01 320Gb lu d liu trong 20 ngy GVHD: TS. Nguyn Vn Nhn Gi tin23 7.000.000 :
(Ngun: Phng kinh doanh-marketing Cng ty Tr My)
Gii thch tnh nng
Quan st hnh nh trong phng khch, ca ra vo,.. Ghi hnh thnh phim vo u ghi, c th xem li sau ny SVTH: Hong Th Bch Trm
Bo co tt nghip Mc gi 3: Ph hp gia nh, khch sn, doanh nghip,... cn quan st khch ra vo nh, quan st c ban m trong iu kin ti 100% nh nh kho, hnh lang ,... vi yu cu chi ph thp, khng cn dng my tnh, quan st bng Tivi , h tr xem qua t xa qua Internet. STT 1 Tn sn phm S lng H thng 04 Camera thn hng ngoi - 1/3 Sony CCD, 04 - 36 Led hng ngoi Ph kin : Adapter , jack cm, chn ... u gi hnh h tr 04 Camera + HDD 01 320Gb lu d liu trong 20 ngy Gi tin : 10.000.000 Gii thch tnh nng Quan st hnh nh trong phng khch, ca ra vo,.. Ghi hnh thnh phim vo u ghi, c th xem li sau ny
(Ngun: phng kinh doanh-marketing cng ty Tr My)
2.4.5 Phn phi

Hin nay do ngun vn ca cng ty cn hn ch v ch ph thnh lp knh phn phi kh ln bn cnh cng ty kinh doanh cc sn phm l cng ngh cao v c gi tr ln do cng ty phi lin tc tin hnh tm hiu, nghin cu th trng tim nn t mi c chnh sch thit lp h thng phn phi nn cng ty cha m rng c h thng knh phn phi Cng ty s dng knh phn phi ngn tc l sn phm t cng ty n trc tip ti khch hng khng thng qua knh phn phi trung gian.
24
Bo co tt nghip
2.4.6 Chiu th
Chnh sch qung co: Hin ny ngn sch dnh cho qung co ca cng ty ch chim 2-3% doanh s bn hng nn nhn chung chnh sch qung co ca cng ty cha em li kt qu cao trong vic kinh doanh ca cng ty. Tuy nhin cng ty thng xuyn tham gia cc hi ch trin lm, gii thiu sn phm v cng ngh. Hi ch l cch thc m cng ty c th tip cn trc tip v ng o cc khch hng v cng l c hi cng ty hiu bit v cng c nim tn vi khch hng. Qung co trn cc phng tin i chng: Vic qung co trn cc phng tin i chng cn nhiu hn ch, nhng tin ca cng ty qung co trn cc bo ch din ra trong vng mt thng vi cng cha cao v thng ip qung co vn cn cha c kh nng thu ht ln i vi cac khch hng nn hiu qu cha cao. Cc thng tin v cng ty ch yu c ng ti trn cc bo Cng Ngh, Mua bn, Tip Th. Qung co trn internet : Thng tin v sn phm, v cng ty u c ng ti trn website: www.tramyshop.com ngoi ra cng ty cn qung co trn cc trang web khc nh 5giay.com Chnh sch khuyn mi: Cng ty thng xuyn t chc cc hot ng khuyn mi vi hnh thc tng qu cho nhng khch hng mua v lp t vi s lng ln, khuyn mi cc dch v km theo.V cc chng trnh khuyn mi, gim gi cho khch hng theo tng t v tng thi k nht nh hoc cc dp l 8/3. 30/4. C th cm n s quan tm v ng h nhit tnh ca Qu khch hng vi Cng ty Tr My trong nhng nm va qua. Nhn dp ngy ph n vit nam 8/3, Cng ty a ra chng trnh khuyn mi ln dnh cho khch hng mua sn phm ca cng ty nh gim gi khi la chn cc gii php lp t camera,tng 01 USB 1GB - Cho mng 30/4 v 1/5, cng ty Tr My rt vui mng c gi ti qu khch hng chng trnh khuyn mi c bit, nhn qu tng ngay khi mua hng ti cng ty. Qu tng s l mt trong cc sn phm sau: + Phiu thit k website min ph vi y cc tnh nng + Th s dng phn mm dit virus ca CMC. + Thit b lu tr USB. + B loa vi tnh
25
Bo co tt nghip + Camera bt Nhn xt: a s cc chng trnh khuyn mi u c cng ty thc hin theo mt quy trnh c th nhng cc hnh thc khuyn mi m cng ty ang thc hin vn cha a dng v phong ph chng ta cn c cc chng trnh khuyn mi khc nh bc thm trng tng, tng th Vip cho cc khch hng trung thnh Chm sc khch hng - Dch v hng ti khch hng: Hin nay cng ty c h thng thu thp x l thng tin phn hi t pha khch hng lm c s cho vic ci tin cht lng bng cch sau mi ln bo hnh v sa cha cng ty c nhng cuc hp rt ra kinh nghim v mt u v khuyn im ca sn phm ng thi tm ra nguyn nhn gy ra h hng. - Bo hnh: Cng ty Tr My bo hnh, sa cha, hiu chnh cc thit b c cung cp ti cng ty. Thay th cc ph tng, ph kin h hng cho cc khch hng. Cng ty cng xy dng c chnh sch khuyn khch khch hng. Bng cch a ra thm cho khch hng nhng dch v min ph nh dch v t vn cho khch hng v sn phm, bo tr sa cha sn phm trong thi gian 6 thng min ph. Cng ty c nhng chnh sch o to v hng dn s dng cc khch hng sau khi mua sn phm ti a ch ca khch hng.
2.4.7 Nhn xt
u im Cng ty lun coi trng cht lng sn phm, v khng ngng hc hi tm hiu cc sn phm mi c th p ng nhu cu ca th trng. Nhn chung khi khch hng n vi cng ty thng khng th phn nn v sn phm v cng ty lin tc cp nht nhng sn phm mi. Cng ty c rt nhiu chnh sch h tr khch hng, cc hnh thc khuyn mi c thc hin em li hiu qu cao nng cao uy tn kh nng cnh tranh ca cng ty. Khuyn im: Hu ht cc mt hng ca cng ty Tr My u nhp khu t nc ngoi v kinh doanh trong nc, y l iu nguy him v n cha ng nhng ri ro rt ln khi th trng hay ngun cung nc ngoi c vn th cng ty s gp nhiu kh khn trong vn ngun cung cp. V cc knh phn phi ch yu l trc tip ti ngi tiu dng, cha p dng c hnh thc bn bun, m cc i l v c bit hnh thc ngi trung gian cn cha pht trin.
26
Bo co tt nghip Thc t cng ty cn kh khn v ti chnh nn vic u t ngn sch cho hot ng qung co,khuyn mi cn km. V qu trnh thc hin tm hiu v thu ht khch hng cn c thi gian di, tn km. Vic cha c phng Marketing ring cng nh hng ln ti vic thu thp cc thng tin, y mnh hot ng Marketing. Nhng cng vic thu thp ny hin gi ch yn do ca hng v nhn vin kinh doanh thu thp c v vy vic thu thp thng tin cn hn ch. Cng ty cha c i ng th trng ring thu thp mt cch y v chnh xc, v cng ty cng mi ch c mt ca hng ti thnh ph H Ch Minh v vy vic thu thp thng tin v chiu th sn phm cng cn rt yu.
2.5 NGHIN CU V NHU CU S DNG CAMERA QUAN ST TI TH TRNG TP.HCM 2.5.1 S lc v bng nghin cu
Mc tiu nghin cu: Vic nh gi v nh lng qua bn kho st s nhm kim chng li i vi nhng nhn xt v mt nh tnh nhng hiu qu hot ng marketing ti Cng ty. V nhn bit ca ngi tiu dng v sn phm camera quan st trn th trng c nhng nh hng chng trnh marketing cho cng ty trong thi gian ti i tng nghin cu l khch hng cc h gia nh cc ca hng kinh doanh c nhu cu s dng camera trong thi gian ti. Khu vc nghin cu l qun g vp, ph nhun, qun 5 Phng php nghin cu nh lng Cng c nghin cu : bng cu hi Kch c mu: n=120 mu Thi gian nghin cu t ngy 15-30/3 i kho st, t 1-15/4 thu thp, x l v nhn xt.
2.5.2 Kt qu nghin cu
Knh tm hiu thng tin v sn phm
27
Bo co tt nghip
7 %
1% 1
2% 8
B n b , n i th n g B o ch te e ,in rn t T y h h ru n n K hc
5% 4
Biu 2.1 :Knh tm kim thng tin v sn phm Qua kt qu kho st c th hin biu 2.1 cho thy knh thng tin m khch hng tm kim thng tin v camera quan st nhiu nht l bo ch, internet chim 54%, tip n l bn b, ngi thn 28% v truyn hnh ch chim 11%. Qua ta cng thy c i vi nhng sn phm cng ngh cao th tm kim thng tm qua internet l mt trong nhng phng tin tm kim m khch hng chn la nhiu nht
C cu th trng
T l %
Cng ty c phn xnk thit b cng ngh htc

14.2% 7.5% 40.0%
Cng ty pht trin cng ngh Tr My Cng ty Thin Vit Cng ty cng ngh Rng Vng
28.3% 23.3%
Khc
Biu 2.2 :Nhn bit ca khch hng v nh cung cp camera quan st Kt qu ca cuc nghin cu cho thy, khch hng t bit n cng ty Tr My. iu c th hin biu 2.2 ch c 23.3% s ngi c hi bit n cng ty Tr My trong khi 40% bit cng ty HTC v 28.3% cng ty Thin Vit. Nh vy c th ni rng trong th trng cung cp camera quan st cng ty Tr My khng ni ting ni ting bng cc cng ty nh HTC, Thin Vit. S d t ngi bit n cng ty Tr My do
28
Bo co tt nghip cng ty mi xm nhp th trng v cng cha c nhiu chng trnh qung co khuyn mi gii thiu ti khch hng. Nhn vo biu 2.2 ta cng thy rt t ngi bit n cng ty Rng Vng s ngi bit n cng ty Rng Vng l 14.2% .Mc d y l mt cng ty hot ng rt tt th trng min Bc. V khch hng bit ti cc cng ty khc l 7.5%
Ngun thng tin khch hng tm kim trc khi mua sn phm
Nhn biu 2.3 bn di cho chng ta thy c i vi sn phm camera trc khi mua khch hng thng tm hiu qua Website ca cc nh cung cp l nhiu nht chim 76.58% v cc website ca cng ty c cc thng tin m khch hng cn nh gi ca sn phm, cc chng trnh khuyn mi. Ngoi ra khch hng tm hiu qua phng tin truyn hnh chim 26.13% , cc trang chuyn ch chim 16,22% v i vi cc sn phm cng ngh nh camera cc trang chuyn cn cha c nhiu trn th trng.
Khc Cc trang chuyn trn cc bo Website ca cc cng ty cung cp camera Phng tin truyn hnh
0%
2.70% 16.22% 76.58%
26.13%
10% 20% 30% 40% 50% 60% 70% 80%
Biu 2.3: Ngun thng tin khi khch hng mun bit v sn phm Li ch m khch hng mong mun khi mua camera quan st
29
Bo co tt nghip
80% 70% 60% 50% 40% 30% 20% 10% 0% Quan st c ni lm vic khi ang xa Gip ni lm vic sang trng hn Cnh bo chng trm Qung co hnh nh cng ty trn internet
75% 66%
23% 10%
Biu 2.4: Li ch khch hng mong mun khi mua sn phm T biu 2.4 ta c th thy trong cc li ch m khch hng mun c t vic mua camera quan st th li ch ln nht l cnh bo chng trm, li ch ny chim 75% v y cng l mc ch quan trng i vi camera bn cnh i vi nhng khch hng l ngi qun l ca doanh nghip th vic gim st cng ty hay doanh nghip ca mnh khi mnh ang xa l mt iu rt cn thit v theo bng kho st th li ch c th quan st c ni lm vic khi ang xa chim ti 66%. i vi li ch gip ni lm vic sang trng hn chim 23%. V cng biu 2.4 ta cng thy c khi lp camera quan st ngoi vic lu gi li hnh nh trong b nh v c th xem li hnh nh nhng ngy trc th khch hng c th quan st trc tip qua internet. Khi lp t h thng camera ny khch hng s c cung cp 1 trang web ring quay li hnh nh ca cng ty.Tn dng iu ny khch hng c th qung co, qung b m khng mt chi ph hnh nh cng ty thng qua internet. Nhng v y l mt ng dng mi nn khch hng cha bit nhiu v li ch ca qung co hnh nh cng ty nn li ch qung co hnh nh cng ty trn internet ch chim 10%. Cc tiu ch tc ng ti vic chn la nh cung cp camera quan st
30
Bo co tt nghip
Gi c Chnh sch bo hnh Nng lc k thut Thi gian giao hng Danh ting ca nh cung cp. Cht lng sn phm
0% 20% 40%
49.2% 42.5% 41.7% 15.8% 13.3% 63.3% 60% 80% 100% Khng quan trng t quan trng Bnh thng Quan trng Rt quan trng
Biu 2.5 Tiu ch khi chn la nh cung cp, lp t camera
Qua biu 2.5 ta c th nhn thy vi tiu ch gi c mc rt quan trng chim 49.2% chng t khch hng rt quan tm ti gi, v tiu ch gi c khng quan trng ch chim 7.5%. Gi c cng c vai tr quan trng nn cng ty c th pht trin nhng sn phm c gi c hp l vi tng i tng khch hng. i vi chnh sch bo hnh mc quan trng chim 42,5%, bo hnh l mt trong nhng chch sch rt cn thit i vi khch hng v vy cc cng ty cung cp camera cn ch ti chnh sch ny v mun gi c khch hng hay khng ph thuc rt ln vo cc chnh sch bo hnh. Khi c hi v nng lc k thut ca cc nh cung cp camera th c 41.7% khch hng chn la l yu t rt quan trng, ch c 1.7% khch hng chn la l yu t t quan trng. Khi hi v thi gian giao hng th ch c 15.8% khch hng cho l rt quan trng, v 45% khch hng cho rng thi gian giao hng l quan trng. Ch c 0.8% khch hng chn tiu ch ny l khng quan trng. Gi c khng phi l tiu chun hng u khi quyt nh mua, chng t ngi tiu dng, nht l nhng ngi c thu nhp cao chp nhn mua sm sn phm c gi cao nhng m bo cht lng tt. C ti 63.3% s lng khch hng cho cht lng sn phm l yu t rt quan trng khi chn la nh cung cp v gn 30% s ngi coi l quan trng. V ch c 0.5% khch hng chn la cht lng sn phm l yu t khng quan trng. GVHD: TS. Nguyn Vn Nhn
31
Bo co tt nghip
Cc tiu ch khi la chn camera quan st
Xu t x T h n g h i u C th l u v o th i t b l u tr . Nh g n C th h o t n g tr o n g th i g ia n d i T n h n n g r n t 0% 20% 40% 7 4 .2 % 60%
18% 1 8 .3 % 4 0 .3 % 3 0 .8 % 5 1 .7 %
K h n g q u a n tr n g t q u a n t r n g B n h th n g Q u a n tr n g R t q u a n t r n g
80% 100%
Biu 2.6 Cc yu t khi chn la sn phm camera quan st Nhn vo biu 2.6 bn di cho ta thy trong s cc yu t v cht lng sn phm camera th tnh nng r nt c coi l quan trng iu c th hin r qua biu c 74.2% khch hng c chn la tnh nng r nt ca camera l rt quan trng ch c 16.7% khch hng chn la l quan trng. Tnh nng r nt gip khch hng c th quan st r hn mi hot ng ti ni t camera, n gip ngi gim st c th thy r mi hot ng. V c 51.7% khch hng coi yu t c th hot ng trong thi gian di l rt quan trng. Camera hot ng tt l camera khng b ng hnh b git khi hot ng iu ny gip cho ngi quan st c th quan st k hn mi hot ng ang din ra v khng b xt chi tit no. Yu t c th lu vo thit b lu tr th c 40% khch hng cho l rt quan trng v khi khch hng i xa hay khng c thi gian quan st vn phng thng xuyn th c th m a lu tr ra coi li nhng hot ng ca cc ngy trc . Qua kho st chng ta c th thy c khch hng t quan tm ti thng hiu ca cc sn phm camera ch c 15% khch hng coi y l yu t rt quan trng v 49.2% coi l quan trng, khch hng ch yu coi trng nhng tnh nng ca sn phm nh tnh nng r nt, hot ng tt, c th lu tr tt. Hnh thc bn ngoi ca sn phm camera cng c khch hng nh gi cao khi c 30.8% khch hng chn la yu t nh gn l rt quan trng v ch c 0.8% khch hng chn la yu t nh gn l khng quan trng. Khi mt camera c lp t ti mt
32
Bo co tt nghip vn phng, nh xng hay nh ring th hnh thc ca n cng rt quan trng n c th gp phn cho ni c lp t sang trng hn. Xut x sn phm c ngi tiu dng nh gi l quan trng chim 39%,rt quan trng 18% Xut x sn phm tuy c quan trng bit c ngun gc sn phm nhng t quan trng hn thng hiu, mu m hay tnh nng r nt.V s ngi cho vn xut x sn phm l khng quan trng ln 1.7% bi h cho rng cc yu t trc quan trng hn. V khch hng bit n ngun gc sn phm th l s kt hp ca cng vic marketing, bn hng Mc gi m khch hng mong mun khi mua camera quan st .
6, 5% 25, 21%
23, 19% <5 triu 5-10 triu 10 - 15 triu >20 triu 66, 55%
Biu 2.7 :Gi mong mun khi mua sn phm camera quan st i vi sn phm camera quan st khi c hi v gi th c 65% khch hng chn mc gi t 5-10 triu ng, v ch c 6.5% khch hng chn la gi trn 20 triu ng iu c th hin rt r qua biu 2.7
Khuyn mi
Bng 2.2 Cc hnh thc khuyn mi Hnh thc khuyn mi S ngi T l % Phiu gim gi trc tip 45 37.5% Tng tn min 22 18.3% Rt thm trng thng 48 40.0% Khc 5 4.2% Tng 120 100% Khi c hi v cc hnh thc khuyn mi m khch hng a thch th c 40% cho bit h a thch rt thm trng thng v khi t chc rt thm trng thng thng
33
Bo co tt nghip nhng sn phm nhn c l nhng sn phm c gi tr cao. Hnh thc gim gi trc tip trn sn phm th c 37.5% khch hng chn la. i vi tng tn min th ch c 18.3% khch hng la chn v y l mt hnh thc khuyn mi mi nn t c khch hng bit ti. Khi lp t camera quan st qua mng khch hng cn 1 trang web quan st, v c c trang web th khch hng phi mua tn min l .net hoc l .com khi trong chng trnh khuyn mi khch hng s khng phi mua m s c cng ty tng cho tn min . Thi ca khch hng i vi cng ty Tr My
Nhn xt ca khch hng v cht lng sn phm ca cng ty Tr My
6.7%
1.1% 4.4%
Hon ton khng ng

15.6%
Khng ng Bnh thng ng
72.2%
Hon ton ng
Biu 2.8:Nhn xt ca khch hng v cht lng sn phm ca cng ty Tr My Biu 2.8 cho ta thy c c 72.2% khch hng hi lng vi cht lng sn phm m cng ty cung cp cho khch hng, v ch c 1.l % khch hng hon ton khng hi lng. iu ny chng t cng ty rt ch trng vo vn cht lng sn phm c th ly lng tin ca khch hng hin ti v khch hng tim nng Nhn xt ca khch hng dch v bo hnh ca cng ty Tr My T biu 2.9 bn di cho thy hin nay chnh sch bo hnh ca cng ty l cha ph hp iu ny th hin rt r c 50% khch hng nh gi l khng ng vi chnh sch bo hnh ca cng ty. Khch hng khng ng vi chnh sch bo hnh do khi khch hng cn nhn vin bo tr ca cng ty khng ti lin m cho khch hng ch i trong mt thi gian di khin cho khch hng kh chu. Ch c 8% khch hng hon ton vi chnh sch bo hnh hin ti ca cng ty. cng ty c th pht trin th cn xem xt li chnh sch bo hnh v c k hoch o to cho cc nhn vin bo hnh nng cao tay ngh phc v cng nh thi phc v tt hn cho khch hng.
34
Bo co tt nghip
17%
6%
19%
H on ton khng ng Khng ng bnh thng ng H on ton ng
8% 50%
Biu 2.9:Nhn xt ca khch hng dch v bo hnh ca cng ty Tr My
2.6 PHN TCH MA TRN SWOT

Nhng im mnh ( Strengths). - Cht lng sn phm ca cng ty c nh gi tt do cng ty lun nhp hng t cc hng c uy tn v lun kim tra cht lng cc mt hng ng thi i ng nhn vin bn hng lun h tr t vn, lp t cho khch hng. - Cng ty c nhiu mi quan h v cc bn hng trong v ngoi nc trong lnh vc cung cp cc thit b cng th to iu kin cho cng ty c th cung cp nhiu mt hng phong ph, p ng yu cu ca khch hng. - Khch hng ca cng ty thng l cc c quan hay cc doanh nghip ln nn c kh nng thanh ton cao. m bo c ngun ti chnh trong cng ty - ng thi i ng cn b hin nay ca cng ty c trnh cao, nhiu kinh nghim trong kinh doanh.
im yu (Weakneses) - Cha thc s c nhiu cn b k thut c tay ngh nn cng vic bo hnh cho khch hng cn chm tr lm kh chu cho khch hng. - Cn tn ti nhiu mt hng c, li thi lm tng chi ph qun l, sa cha. - Cng ty cha thc s c k hoch cho hot ng qung co quy m ln v trong thi gian di. - Cng ty cha tch cc nghin cu th trng hoc nghin cu th trng cha y . - Vn kinh doanh khng n nh nn Cng ty thng xuyn phi huy ng ngun vn p ng yu cu kinh doanh.

C hi(opportunities)
35
Bo co tt nghip
- Vit Nam c th trng rng ln cho vic pht trin dch v cng ngh thng tin
nh my vi tnh, my b m, my chm cng v camera quan st. - Xu hng hi nhp m ca to iu kin thun li cho vic tn dng vn, cng ngh to iu kin cho cng ty d dng nhp cc hng ha t cc thng hiu khc trn th gii - Tnh hnh kinh t x hi hin nay c nhiu bin ng mi ngi cng ngy cng coi trng tnh an ninh nn c nhiu c hi cho sn phm camera quan st pht trin. - Vic pht trin cc loi dch v vin thng khc nh Internet l c hi cho cng ty kinh doanh vt t, thit b, lp t internet Nguy c (Threats). - Hin nay th trng ti Thnh Ph H Ch Minh ang bo ha, phn ln khch hng chnh ca cng ty l i tng c thu nhp cao, cn cc i tng c thu nhp thp cng ty cn c cc chin lc kinh doanh ph hp. - Ngy cng c nhiu cc cng ty kinh doanh cc thit b cng ngh nh camera quan st m ra th cng ty cng c nhiu i th cnh tranh, gy kh khn trong vic kinh doanh. - Sn phm ca cng ty l sn phm cng ngh nn nu khng thng xuyn thay i th s c nguy c b tt hu cng nghm k thut. - Do cc sn phm ca cng ty l nhp khu y l iu nguy him v n cha ng nhng ri ro rt ln khi th trng hay ngun cung nc ngoi c bin ng.
Chin lc kt hp S/O
y l kt hp im mnh bn trong cng ty vi c hi mi trng bn ngoi nhm dng im mnh khai thc c hi. Cng ty c tnh hnh ti chnh n nh kh nng huy ng vn d dng trong khi th trng Vit Nam l th trng tim nng vi 85 triu dn, v ngy cng c nhiu vn phng, nh xng m ra v nhu cu an ninh ngy cng c nng cao l cng ty cung cp lp t camera cng ty cn c chin lc m rng v chim lnh th trng. Cht lng sn phm ca cng ty tt, v cht lng dch v ca cng ty ngy cng c ci thin to iu kin cho cng ty gi c nhiu khch hng trung thnh v thu ht c nhiu khch hng tim nng. Chin lc S/T - y l s kt hp cc im mnh vi nguy c vi mc ch dng im mnh vt qua nguy c. Ta c cc kt hp chin lc sau:
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Bo co tt nghip
- Ngoi cc khch hng c thu nhp cao th khch hng tim nng ca cng ty l
khch hng c thu nhp tng i n nh cng ty phi c chin lc gi linh hot, tng cng cng tc chiu th, dch v khch hng. - Hin ti cng ty c nguy c tt hu v cng ngh, mt khch hng do khng p ng y nhu cu pht trin, v th Cng ty phi s dng ngun vn ca mnh cng i ng nhn vin c nng lc v trnh n u cng ngh.
-
Chin lc W/O
Kt hp W/O l kt hp im yu bn trong ca doanh nghip vi c hi bn ngoi vi mc ch nhm khc phc im yn khai thc c hi hoc khai thc c hi lp ch yu km ca doanh nghip. Hin cng ty cha c nhiu nhn vin c tay ngh cao nhng vi xu hng hi nhp m ca to ra nhiu c hi nn cng ty phi c cc cn b i hc hi, trau di kin thc c v chuyn mn v nghip v. Cng ty cn ch trng cc hot ng nghin cu th trng, phn khc khch hng, thc y tiu th hng ha bng cch ch trng ti vic qung co, tuyn truyn. Chin lc W/T Vi mc ch khc phc cc im yu gim bt v n trnh cc nguy c ta kt hp chin lc gia im yu bn trong vi nguy c. Cng ty cn duy tr cc hot ng kinh doanh sn phm camera quan st ng thi c chnh sch xm nhp vo cc th trng mi nh thit k web, cc sn phm nh my chm cng. sn phm ca cng ty c th pht trin trn th trng hin nay cng ty cn c nhng chin lc kinh doanh, chin lc gi ph hp vi tng phn on, i tng khch hng. Cng ty cn xy dng hnh nh dch v tt i vi khch hng .
37
Bo co tt nghip
CHNG 3: GII PHP NNG CAO HIU QU HOT NG MARKETING TI CNG TY TR MY

3.1 MC TIU CA CNG TY TRONG THI GIAN TI
- Trong thi gian ti (2011-2015) cng ty nn c cc chnh sch ph hp gi
vng v gia tng th phn, nng cao kh nng cnh tranh, bo v uy tn v pht huy th mnh ca Cng ty. C th l: - Tin hnh a dng ho sn phm, a dng ha kinh doanh, to dng tn tui ca Cng ty ti th trng Thnh ph H Ch Minh. Tng cng h thng cc ca hng, pht trin i ng nhn vin nng ng nhit tnh. Ngoi ra, Cng ty cn thit lp knh phn phi vn ti cc tnh khc nh ng Nai, Bnh Dng. - Gia tng cc loi hnh hot ng thc y tiu th sn phm nh tng cng qung co trn bo, i, truyn hnh, thit lp trang web v gii thiu sn phm trn mng, tng cng cc hot ng dch v b sung, bo hnh, sa cha, t vn lp t...Tuy phi chi ph kh ln nhng chc chn s em hiu qu cao cho Cng ty. - iu chnh hoc thay i c cu, chc nng v nhim v ca nhn s cc phng ban; iu chnh lng hp l.
3.2 CC GII PHP MARKETING MIX 3.2.1 Chin lc sn phm

Theo nh kt qu nghin cu th trng i vi sn phm camera quan st th khch hng rt ch trng ti cht lng sn phm, v mt trong nhng c tnh quan trng ca camera c khch hng nh gi co l tnh nng r nt v vy khi nhp khu mi mt sn phm cng ty cn c k hoch kim tra, gim st cht lng. Bn cnh khch hng ngy cng ch ti mu m, hnh dng ca camera v vy khi nhp hng cng ty cng ch trng ti hnh thc v mu m sao cho ph hp vi th hiu ca khch hng, i vi mt s sn phm mi cht lng cao nh Camera IP c gi 4,5 triu/ci ta thc hin chin lc ht vng t t: bn vi gi cao v c khuyn mi. Mc tiu l thu ht khch hng cng nhiu ngi s dng cng tt, khi cht lng tt ca sn phm s mang li uy tn cho cng ty. V th i vi nhng sn phm ny cn cho ngi tiu dng bit cng ngh sn xut ra chng l cng ngh ca Nht, nh vo tm l thch dng hng ngoi ca khch hng. i vi cc sn phm mi nn thc hin chnh sch m cc bui hng dn, hi tho, hi ngh khch hng theo nh k hng nm, cc chng trnh khuyn mi cc dch
38
Bo co tt nghip v sau bn hng khi khch hng mua sn phmThng qua cc chng trnh ny khch hng s ng gp rt nhiu kin gip Cng ty hon thin hn v sn phm Vic lp t, i l, chuyn giao cng ngh ca cc hng ni ting gip cng ty c kh nng cnh tranh cao trn th trng. Nhng Cng ty cng phi u t cho vic o to cn b k thut ngy mt tt hn, lin tc c cn b i hc nc ngoi c th tip thu nhng tin b khoa hoc k thut mi, t chc cc bui hi tho c th ph bin v gip nhng cn b cng nhn nhn thc c nhng cng ngh . Qua c th p ng c tt nhng dch v i km. iu ny nh hng rt ln ti cc sn phm dch v ca Cng ty. Ngoi nhng sn phm chnh ang mang li thnh cng cho cng ty, Cng ty cng cn phi m rng thm, a dng ho loi hnh kinh doanh nhm gim bt ri ro trong kinh doanh v tng thm doanh thu, kch thch cho vic m rng kinh doanh t hiu qu nh h thng my chm cng v kim sot ca, cc my b m, chung ca mn hnh y l nhng sn phm ang tiu th tt trn th trng Nhng sn phm hin ti ca cng ty Tr My hin nay u nhp khu t nc ngoi v kinh doanh th trng trong nc v th n cha ng ri ro rt ln, chu nhiu nh hng ca thng l v tp qun kinh doanh quc t. Cng ty nn pht trin kinh doanh thit k Web nhm c th b p vo cng vic kinh doanh khi th trng nhp khu cc sn phm ca cng ty c bin ng.
3.2.2 Chin lc gi c
Qua bng kho st c th thy c mc gi m ngi tiu dng mong mun khi lp t h thng camera quan st l t 5-10 triu ng, m gi ca cng ty a ra cho mt h thng cng t 5-10 triu. iu ny chng t gi ca cng ty a ra cng ph hp vi mong mun ca ngi tiu dng. Nhng cng ty cng cn c nhng chnh sch v gi mi v khch hng vn nhy cm i vi gi nn cc sn phm c gi r lun c quan tm. V vy cng ty lun tin hnh mi bin php ct gim nhng chi ph khng cn thit. Mun vy cn kim tra v r sot thng xuyn nh gi ca sn phm. V Cng ty khng nn a ra gi thp cho sn phm cht lng cao. Li dng tm l ngi tiu dng cho rng sn phm cht lng cao s c gi cao v ngc li. Gi ca nhng sn phm ny khng thp hn sn phm c cht lng tng ng ca i th cnh tranh. Cc sn phm trong cng ty l nhp khu cng ty nn p dng cng thc tnh gi d kin nh sau: Gi d kin =gi nhp khu + chi ph nhp khu + li nhun thng mi
3.2.3 Chin lc phn phi

39
Bo co tt nghip Hin nay cng ty Tr My s dng mt knh duy nht l knh trc tip v ch c 1 ca hng. Cng ty cn m rng thm 1 s ca hng cc qun khc nhau trong thnh ph nh qun 5, qun 10. - Thc hin tt vic nghin cu, kim tra, phn tch hot ng cc ca hng . N phi m bo c mc tiu ca Cng ty. c bit, khu vc thnh ph H Ch Minh cn phi c h thng knh phn phi tt. - i vi cc thit b vn phng th cn c thm cc mng li bn l, y l nhng ngi tip xc trc tip vi khch hng, Cng ty phi tm mi bin php thu ht cm tnh v ng vin i vi mng li ny d h tr thnh ngi gii thiu, qung co, vn ng ngi tiu dng mua hng ca Cng ty v cung cp thng tin cn thit v khch hng, sn phm, i th cnh tranh ca Cng ty. - Khi m cc knh phn phi cng ty cn tng cng mi quan h gia cc b phn trong knh thng qua hp ng kinh t, chi s quyn li, cc hnh thc u i Cng ty phi tm hiu, la chn, xy dng mt mng li ng tin cy, trung thc, sng phng v quan h vi nhau da trn ch tn. - C mt s sn phm nh linh kim my vi th cng ty c th m rng knh phn phi bng vic pht trin thm nhng knh gin tip .Nhng sn phm ny hin nay c nhu cu ln nhng nhiu khch hng mua l, nh v mc lin h cht ch gia cng ty v khch hng mc va phi nn cng ty cn phi c knh gin tip cho nhng loi sn phm ny. M rng thm knh gin tip s tng doanh thu cho cng ty v ng thi cng lm gim chi ph cho phn phi. - i vi sn phm camera quan st y l sn phm nh hng ca cng ty cng ty cn c k hoch m rng thm cc ca hng cc tnh ln cnh nh ng Nai, Bnh Dng Ti cc tnh ny hin cc nh xng v vn phng m ra rt nhiu, v nhu cu an ninh ti y cng rt cao. y cng s l mt th trng pht trin camera quan st rt tt.
3.2.4 Chin lc chiu th

Hot ng chiu th l mt trong nhng hot ng marketing rt cn thit cho s pht trin lu di ca Cng ty. Lm tt hot ng ny mi gi c khch hng tim nng, c nh vy mi tng c lng tiu th, lm cho ngi tiu dng tin tng v cc sn phm ca Cng ty, gy dng v mi mt: Cht lng, mu m, cng tc bn hng, dch v sau bn hng thc hin tt hot ng ny hn na, Cng ty cn thc hin nhng hot ng sau: Qung co:
40
Bo co tt nghip Trong thi gian ti Cng ty cn c bit ch trng ti cng tc qung co. Qung co s gip ngi tiu dng bit n u th ca sn phm, lc s gi m h mua hng ca mnh. - Qung co trn truyn hnh : Vi ngn sch dnh cho qung co ca Cng ty thng s dng l t 2% -3% doanh thu ttc l vo khong 110.000.000- 165.000.000 ng/ nm. Trong phn ngn sch ny cn xc nh lng tin s dng cho qung co trn truyn hnh. Do ngn sch dnh cho qung co c hn nn Cng ty ch c th qung co trn i truyn hnh cn knh HTV7 i truyn hnh TP.HCM vi khung gi pht pht sng lc 6h30-7h v thi gian l 5 giy vi chi ph 3.000.000 ng. Vi tn xut pht sng: 1 tun 1 ln 5 giy. Tng chi ph cho pht sng l: 48.000.000 - 62.000.000 ng/ nm. - Cng ty nn xut bn cc Catalog gii thiu ton b v ni dung, chc nng, nhim v kinh doanh ca Cng ty. Cc sn phm mu m c in thnh tng tranh nh v c ch thch c th bao gm: xut s sn phm, k hiu m sn phm, ... - tng kh nng nhn bit ca khch hng v cng ty, c th dn logo ca cng ty ln trn mi sn phm khi bn cho khch hng.
- Qung co trn bo, tp ch: Ngoi qung co trn cc bo Cng Ngh, Tip Th
cng ty nn qung co trn cc trang bo ph bin nh bo Doanh nhn, Kinh t y l nhng trang bo c nhiu ch doanh nghip quan tm m sn phm ca cng ty ch yu phc v cho cc vn phng, nh xng. - Qung co trn internet : Qua kho st cho thy hu ht cc khch hng u tm hiu sn phm camera qua cc website v vy chng ta phi c cc chin lc qung co trn knh thng mi in t nh sau: Cng ty c mt trang web nhm gip cho cc khch hng ca cng ty d dng hn trong vic nm thng tin v cng ty. Cng ty nn to topic qung co trn cc trang thng mi in t mua bn nh trang 5giay.vn hoc muaban.com y l cc trang c nhiu khch hng mua bn qua mng quan tm Bn cnh cng ty cn tng lng truy cp v trang web ca cng ty, lng truy cp cng nhiu khi cc khch hng tm cn tm kim thng tin v sn phm trn trang cng c tm kim google th trang Web cng ty s hin ln u tin thu ht s quan tm ca khch hng. Khuyn mi
41
Bo co tt nghip
- Cc chng trnh khuyn mi lun thu ht khch hng c nhu cu v sn phm.
Cng ty hin nay cha c t khuyn mi no ng k i vi ngi tiu dng. Mt chng trnh khuyn mi phi c thc hin nghim tc, c s cn nhc k v phng thc v cc hnh thc hot ng. - Qua bng kho st ta c th thy c a s khch hng u thch hnh thc rt thm trng thng v gim gi trc tip trn sn phm, v vy vo nhng dp l nh 30/4-1/5 hay l k nim thnh lp cng ty. Cng ty nn t chc cc chng trnh bc thm trng thng, vi cc sn phm c gi tr cao thu ht khch hng. - i vi cc khch hng mua sn phm vi s lng nhiu ta c th gim gi t 510% trn gi ca sn phm - Thng xuyn tham gia cc hi ch, trin lm trong nc nh: Hi ch hng cht lng cao, hi ch hng cng ngh to iu kin y mnh hot ng tiu th v m rng th trng ca mnh. Dch v bo hnh: Cng ty cn c nhng dch v bo hnh nh: - Cng ty Tr My cam kt sn phm mi mua trong vng 01 thng cng ty cam kt i ngay thit b mi cho qu khch m khng phi tr mt khon chi ph no khc. - Cc sn phm mang ti cng ty bo hnh trong thi gian bo hnh nu trong vng 7 ngy m khng bo hnh xong Cng ty cam kt i li sn phm cho qu khch theo gi sn phm mi ca th trng . - Cng ty cam kt s nhanh chng c cc nhn vin n sa cha sn phm cho khch hng khi khch hng cn, quyt khng khch hng ch i lu. - Cng ty Tr My nhn bo tr , bo dng , sa cha , t vn ......thit b min ph cho Qu khch hng ( cc cng ty, doanh nghip nh nc, t nhn, v hn th na chng ti cn h tr cho c cc h gia nh c th ) vo tt c cc ngy trong tun k c nhng thit b khng do Cng ty cung cp .
3.2 MT S GII PHP PH TR 3.2.1 Gii php v nhn lc

Lc lng bn hng c nhn trc tip ca Tr My hin nay rt yu. Lc lng ny mng, yu v trnh . Cng ty cn phi o to li hoc kt hp vi cc trng i hc o to ngn hn nhm nng cao trnh cho i ng ny. Vic t chc qun l, cng ty nn thc hin chnh sch giao vic cho tng b phn chuyn mn, tng c nhn. iu ny s gip cho cn b c thc hn trong hot ng kinh doanh ca mnh
42
Bo co tt nghip Cng ty cn tng cng k nng v trch nhim qun l kinh doanh qua mt s ch thng pht r rt cc thnh vin c mt ng c lm vic v nhn thc r iu . Cn phi xit cht mi quan h lin kt gia cc phng ban, n v c th cng nhau gip cng ty pht trin ngy cng tt hn. Cng ty nn c k hoch lp ra phng marketing ring c h thng thu thp cc thng tin t khch hng c th lm tt cng tc dch v khch hng v y mnh cng tc marketing ti cng ty.
3.2.1 Gii php v ngun vn

Hin nay doanh thu ca cng ty c tng nhng gi nhp khu cc sn phm cao nn li nhun tng rt t. V vy y nhanh tc tng ca li nhun cng ty, cng ty khng ch tng doanh thu m cn cn phi qun l tt chi ph v gi thnh hn bng cch nng cao trnh lnh o cc phng ban, i ng nhn vin qun l. Cc phng ban ca cng ty cn c b phn qun l ring bit theo tng lnh vc hot ng thun tin trong qun l, d dng pht hin nhng sai st v c nhng gii php thch hp cng nh hoch nh nhng chin lc c th hn, gip doanh nghip kinh doanh hiu qu.
3.3. MT S KIN NGH VI NH NC

Bn cnh nhng c gng ca cng ty, nh nc cng cn c nhng chnh sch thch hp nhm khuyn khch v to iu kin cho cc doanh nghip kinh doanh c hiu qu. Cn c nhng i mi nhm khuyn khch hot ng nhp khu my mc thit b nh gim thu nhp khu, n gin ho cc th tc trong vic cp giy php nhp khu to iu kin thun li cho cc cng ty nhp khu. Nh nc cn ban hnh h thng vn bn php lut to sn chi bnh ng cho cc doanh nghip trong hot ng kinh doanh Cung cp y thng tin phc v yu cu doanh nghip. Hot ng trong nn kinh t th trng c s cnh tranh gay gt nn thng tin rt cn thit.
KT LUN
43
Bo co tt nghip Hot ng marketing ca cng ty Tr My trong nhng nm va qua tuy hiu qu cha cao song cng vi s n lc ca ban gim c v nhn vin trong cng ty nn hot ng kinh doanh nhng nm qua t c mt s hiu qu. Nhng lm th no nng cao hiu qu hot ng marketing nhm gip cho cng ty Tr My vt qua c nhng kh khn trong iu kin kinh doanh hin nay l vn quan tm ca ban gim c cng nh ton th cn b cng nhn vin ca cng ty Tr My Vi bo co tt nghip ny ngi vit mong mun c phn no ng gp mt s kin ca mnh nhm nng cao hiu qu kinh doanh ca cng ty Tr My. ng thi vic nghin cu thc t v marketing cng l mt kinh nghim ht sc qu bu cho mt sinh vin sp tt nghip. Tuy thi gian thc tp ti cng ty tuy khng nhiu nhng em li cho ti rt nhiu iu b ch, b sung nhiu kin thc thc t, gip cho ti nhn c mt cch bao qut v th trng cc thit b an ninh v cc sn phm linh kin my tnh. iu ny cn gip cho ti c kin thc v nhiu kinh nghim hn trong lnh vc kinh doanh.
44
PH LC
PHIU IU TRA NHU CU S DNG CAMERA QUAN ST TI TH TRNG THNH PH H CH MINH
Xin cho qu ng/B, C/Ch! L sinh vin khoa Qun tr kinh doanh, trng H Cng nghip TP.HCM. Hin ti ti ang thc hin cuc kho st nhu cu s dng camera quan st ti th trng TP.HCM. Rt mong cc ng/B, C/Ch hp tc, gip ti hon thnh kho st. Chn thnh cm n qu ng/B, C/Ch Cu 1: ng/B, C/Ch bit n Camera quan st qua u? Bn b Bo ch, Internet Khc (c th ..) Cu 2: Cc nh cung cp lp t camera m ng/B, C/Ch bit (nhiu la chn) Nh cung cp nh tng bit ti Nh cung cp ngh ti khi mun mua hoc ang s dng Cu 3: Thng thng vi cc sn phm nh camera quan st trc khi mua ng/B, C/Ch thng tm hiu thng tin qua ngun no? T tm hiu qua cc trang chuyn trn cc bo T tm hiu qua cc trang web in t Tm hiu cc website ca cc cng ty cung cp camera quan st Qung co qua cc phng tin thng tin t chng Qua ngun khc Cu 4: Nhng li ch m ng/B, C/Ch mong mun khi mua camera quan st (c th chn nhiu p n)? C th gim st c vn phng , nh xng, ca hng ca ng/B, C/Ch khi ng/B, C/Ch ang xa nh trang web trc tuyn online Cng ty c phn Cng ty pht xnk thit b cng trin cng ngh HTC ngh Tr My Cng ty Thin Vit Cng ty cng Khc ngh Rng Vng Ngi thn Truyn hnh
Gip vn phng, nh xng, ca hng ca ng/B, C/Ch sang trng, lch s hn. Cnh bo trm Qung co min ph hnh nh ca vn phng, nh xng,ca hng ca ng/B, C/Ch trn Internet. Cu 5: ng/B, C/Ch vui lng xp hng mc quan trng ca cc tiu ch tc ng n vic la chn nh cung cp lp t camera quan st 1.Khng quan trng 2. t quan trng 3. Bnh thng 4. Quan trng 5. Rt quan trng Tiu ch Cht lng sn phm Danh ting ca nh cung cp. Thi gian giao hng Nng lc k thut Chnh sch bo hnh Gi c Cu 6: ng/B, C/Ch vui lng xc nh mc quan trng ca cc khi ng/B, C/Ch xem xt n cht lng ca camera quan st 1.Khng quan trng 2. t quan trng 3. Bnh thng 4. Quan trng 5. Rt quan trng Tiu ch Thng hiu Xut x Tnh nng r nt C th hot ng trong thi gian di Nh gn C th ghi li mi hot ng sau lu vo thit b lu tr. 1 2 3 4 5 1 2 3 4 5
Cu 7:Gi m ng/B, C/Ch s la chn khi mua Camera quan st? <5 triu 5-10 triu 10-15 triu >20 triu Cu 8: Khi mua camera quan st ng/B, C/Ch thch hnh thc khuyn mi no? Phiu gim gi trc tip Rt thm trng thng Dnh cho nhng ngi bit ti cng ty Tr My Cu 1: ng/B, C/Ch bit n cng ty Tr My thng qua u Bn b, ngi thn gii thiu Nhn vin bn hng 1.Hon ton khng hi lng 2. Khng hi lng ton hi lng 1 Cung cp sn phm ng cht lng Gi c hp l Phc v khch hng tt Dch v bo hnh tt Thng tin c nhn H v tn:. Nam/ n ST. M hnh kinh doanh ca ng/B, C/Ch Nh xng Vn phng Ca hng Khc.. Lnh vc kinh doanh ca ng/B, C/Ch .. 2 3 4 5 Website Khc 3. Bnh thng 4.Hi lng 5. Hon Tng tn min Khc(.)
Cu 2:Cm nhn ca ng/B, C/Ch nh th no v cng ty Tr My
KT QU KHO ST V NHU CU S DNG CAMERA QUAN ST TI TH TRNG THNH PH H CH MINH

Cu 1 Knh tm hiu thng tin v sn phm
Statistics
N Vali d Mis sing 120 0
Frequen cy Percent Valid Ban be, ngi than Bao ch, internet Truyen hnh Khac Total 33 66 8 13 120 27.5 55.0 6.7 10.8 100.0
Cu 2 C cu th trng Nh cung cp tng bit ti

Col Respons e% 40.0% 23.3% 28.3% 14.2% 7.5% 113.3%
Cases Cong ty co phan cong nghe htc Cong ty phat trien cong nghe tra my Cong ty thien viet Cong ty rong vang Khac Total 48 28 34 17 9 120
Nh cung cp ngh ti khi mun mua camera quan st

Col Respons e% 51.0% 35.4% 18.8% 50.0%
Cases Cong ty co phan cong nghe htc Cong ty phat trien cong nghe tra my Cong ty thien viet Cong ty rong vang 49 34 18 48
hoc ang s dng sn phm ca nh cung cp

Col Respons e% 46.9% 26.5% 30.6% 12.2% 6.1%
Cases Cong ty co phan cong nghe htc Cong ty phat trien cong nghe tra my Cong ty thien viet Cong ty rong vang Khac 23 13 15 6 3
Cu 3 Ngun thng tin khch hng tm kim trc khi mua sn phm
Col Respons e% 26.1% 76.6% 16.2% 2.7%
Cases Tm hieu qua cac trang chuyen e Tm hieu qua cac website cua cac cong ty Tm hieu qua cac phng tien thong tin at chung Tm hieu qua nguon khac 29 85 18 3
Cu 4 Li ch m khch hng mong mun khi mua camera quan st
Cases Quan sat c ni lam viec khi ang xa Giup ni lam viec sang trong hn canh bao trom quang cao hnh anh tren internet Total 79 28 90 12 120
Col Respons e% 65.8% 23.3% 75.0% 10.0% 174.2%
Cu 5 Cc tiu ch tc ng ti vic chn la nh cung cp camera quan st

Mc o quan tam khi chon nha cung cap Khong quan trong t quan trong Bnh thng Quan trong Rat quan trong Thi gian giao hang .8% 2.5% 35.8% 45.0% 15.8% 1.7% 12.5% 44.2% 41.7% Mc o nang lc ky thuat
Chat lng 1.7% 1.7% 4.2% 29.2% 63.3%
Danh tieng .8% 3.3% 44.2% 38.3% 13.3%
Bao hanh 3.3% 1.7% 10.8% 41.7% 42.5%
Gia
7.5% 1.7% 20.8% 20.8% 49.2%
Cu 6: Cc tiu ch khi la chn camera quan st
Quan tam ve chat lng cua camera Khong quan trong t quan trong Bnh thng Quan trong Rat quan trong
Nhan hieu 1.7% 3.3% 30.8% 49.2% 15.0%
Xuat x 1.7% 4.2% 36.7% 39.2% 18.3%
Tnh nang ro net 2.5% 2.5% 4.2% 16.7% 74.2%
Hoat ong tot 1.7% 3.3% 43.3% 51.7%
Nho gon .8% 1.7% 17.5% 49.2% 30.8%
Ghi lai hnh anh 1.7% 1.7% 17.6% 38.7% 40.3%
Cu 7 Mc gi m khch hng mong mun khi mua camera quan st

Cumulat ive Percent 19.2 74.2 95.0 100.0
Valid
< 5 trieu 5-10 trieu 10-15 trieu >20 trieu Total
Frequen cy Percent 23 19.2 66 55.0 25 20.8 6 5.0 120 100.0
Valid Percent 19.2 55.0 20.8 5.0 100.0
Cu 8 Cc hnh thc khuyn mi m khch hang mong mun

Valid Phieu giam gia Tang ten mien Rut tham trung thng Khac Total Frequency Percent 45 37.5 22 18.3 48 5 120 40.0 4.2 100.0
Dnh cho nhng ai bit ti cng ty Tr My Cu 1: Knh thng tin bit ti cng ty Tr My
Biet ti cong ty Ban be, ngi than Website Nhan vien ban hang Khac 46 40 14 10 90
Total
Cu 2:Thi ca khch hng i vi cng ty Tr My

Cam nhan ve cong ty San pham ung chat lng Cou nt Hoan toan khong ong y Khong ong y Bnh thng ong y Hoan toan ong y 1 4 % 1.1% 4.4% Gia ca hp ly Cou nt 2 2 Phuc vu khach hang tot % 2.2% 2.2% Cou nt 1 2 % 1.1% 2.2% Dch vu bao hanh tot Co un t % 3 2 3.3% 2.2%
14 15.6% 65 72.2% 6 6.7%
19 21.1% 58 64.4% 9 10.0%
18 20.0% 50 55.6% 19 21.1%
13 14.4% 53 58.9% 19 21.1%
DANH MC TI LIU THAM KHO

1. PGS. TS Nguyn Th Lin Hip, Th.S Phm Vn Nam, Chin lc v chnh sch
kinh doanh, nh xut bn thng k .

2. L Th Gii, Qun tr marketing, Nh xut bn gio dc, nm 2007 3. PGS.TS. Nguyn Minh Tun, Marketing cn bn, nh xut bn lao ng x hi,
2009
4. PGS.TS. Nguyn Minh Tun, TS Bi Vn Quang, Nghin cu Marketing, nh
xut bn i hc quc gia TP. H Ch Minh

5. Tp ch an ninh Chu , s 61,nm 3-2008 6. Trang web in t ca chnh ph
Tng cc thng k : www.gso.gov.vn

7. http://www.ktpt.edu.vn 8. http://www.3c.com.vn 9. http://www.tramyshop.com 10. http://nghiencuumarketing.com 11.
Website ca cc u t nc ngoi b k hoch v u t http://www.mpi.gov.vn Website ca s k hoch v u t thnh ph H Ch Minh http://www.dpi.hochiminhcity.gov.vn
12.

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B CNG THNG TRNG I HC CNG NGHIP TP.

HCM -----------------------KHOA QUN TR KINH DOANH

GVHD SVTH MSSV LP KHA

: TS. NGUYN VN NHN : HONG TH BCH TRM : 07743941 : HQT 3B : 2007-2011

TP. H Ch Minh, thng 5 nm 2011

Tc gi bo co tt nghip Hong Th Bch Trm TP.HCM, ngy 12 thng 5 nm 2011

Tp. H Ch Minh, ngy

NHN XT CA GING VIN HNG DN

Tp. H Ch Minh, ngy thng nm 2011

NHN XT CA GING VIN PHN BIN

Tp. H Ch Minh, ngy thng nm 2011

DANH SCH S , BNG, BIU Tn s , bng, biu

GVHD: TS. Nguyn Vn Nhn

SVTH: Hong Th Bch Trm

5. Phng php nghin cu

GVHD: TS. Nguyn Vn Nhn

SVTH: Hong Th Bch Trm

CHNG 1:C S L LUN V MARKETING

1.1.2 Cc quan im markreting

1.1.3 Mc tiu ca h thng marketing

GVHD: TS. Nguyn Vn Nhn

SVTH: Hong Th Bch Trm

1.1.4 Tin trnh qun tr marketing

SVTH: Hong Th Bch Trm

1.2 VAI TR V V TR CA MARKETING TRONG KINH DOANH

GVHD: TS. Nguyn Vn Nhn

SVTH: Hong Th Bch Trm

1.3 CHIN LC MARKETING MIX

1.3.1 Chin lc sn phm

Sn phm ct li: y l thnh phn ngi mua thc s cn mua.

GVHD: TS. Nguyn Vn Nhn

SVTH: Hong Th Bch Trm

GVHD: TS. Nguyn Vn Nhn

SVTH: Hong Th Bch Trm

GVHD: TS. Nguyn Vn Nhn

SVTH: Hong Th Bch Trm

1.3.3 Chin lc phn phi

SVTH: Hong Th Bch Trm

GVHD: TS. Nguyn Vn Nhn

SVTH: Hong Th Bch Trm

2.1.1 Lch s hnh thnh

2.1.2 Mc tiu, lnh vc kinh doanh

GVHD: TS. Nguyn Vn Nhn

SVTH: Hong Th Bch Trm

(Ngun: phng nhn s-k ton cng ty Tr My)

GVHD: TS. Nguyn Vn Nhn

SVTH: Hong Th Bch Trm

Phng nhn s - k ton: c 5 ngi B phn nhn s:

SVTH: Hong Th Bch Trm

2.2. TNH HNH HOT NG KINH DOANH TI CNG TY TR MY GIAN ON 2008-2010

5,023,982 4,978,042 45,940 11,485 34,455

309,132 301,302 7,831 1,958 5,873

6.15 6.05 17.05 17.05 17.05

173,784 126,377 47,407 11,852 35,555

3.26 2.39 88.16 88.16 88.16

(Ngun: phng nhn s-k ton cng ty Tr My)

GVHD: TS. Nguyn Vn Nhn

SVTH: Hong Th Bch Trm

SVTH: Hong Th Bch Trm

GVHD: TS. Nguyn Vn Nhn

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Ma trn hnh nh cnh tranh Mc Tr My Cc yu t thnh cng

GVHD: TS. Nguyn Vn Nhn