PHN TCH LI TH CNH TRANH V NHN DNG SAI LM TRONG CHIN LC MARKETING V SN PHM C PH HA TAN G7 CA CNG TY C PHN C PH TRUNG

NGUYN. 1. Nhng chin lc marketing c li th cnh tranh (theo Principles of marketing) - thnh cng, doanh nghip phi lm tt hn cc i th cnh tranh ca mnh trong vic tha mn nhu cu ca khch hng trng im. Do , cc chin lc marketing phi c thit k sao cho ph hp vi nhu cu ca ngi tiu dng v cng cn sc vi chin lc ca cc i th cnh tranh. - Chin lc marketing cnh tranh ca mt doanh nghip ty thuc vo v tr ca doanh nghip trong ngnh. Do , mi doanh nghip s c chin lc marketing khc nhau c li th cnh tranh. Mt s chin lc marketing cc doanh nghip c li th cnh tranh l: + Chin lc dn o th trng (market-leader strategy): thng c p dng cho cc doanh nghip ang thng lnh th trng trong lnh vc m h kinh doanh nh: Coca-Cola, McDonald's, Wal-Mart, IBM,... + Chin lc thch th trng (market challenger): cc doanh nghip hng nh trn th trng thng p dng nhm n lc tn cng cc i th cnh tranh l nhng doanh nghip ang thng lnh th trng ginh thm th phn. Chng hn, Pepsi thch Coca-Cola, Compaq thch IBM,...

+ Chin lc bm theo th trng (market-follower strategy): nhng doanh nghip p dng chin lc ny mun c th phn v li nhun n nh qua vic lm theo sn phm, gi c v chng trnh marketing ca i th cnh tranh. Mt s doanh nghip hng nh cng chn chin lc ny. + Chin lc trm vo th trng (market nicher strategy): thng c p dng i vi nhng doanh nghip nh hoc nhng doanh nghip ln nhng cha c v tr lu i. H tp trung vo vic phc v nhng ch trng ca th trng m cc i th cnh tranh ln coi thng hay b st. 2. Nhn dng li th cnh tranh trong chin lc marketing ca G7 - G7 l sn phm c ph ha tan ca Cng Ty C Phn C Ph Trung Nguyn. Trc G7 c sn phm c ph ha tan khc ang c mt trn th trng: Nescafe, Vinacafe,...Trong , Nescafe l sn phm ang dn u th trng v c ph ha tan. iu ny c ngha l Nescafe s l i th ng gm nht i vi G7. Nhn bit c iu ny nn G7 chn cho mnh chin lc marketing ph hp. Tuy nhin, G7 lm cho nhiu ngi ngc nhin khi chn chin lc marketing "thch th trng" i u vi Nescafe trong khi chin lc ny thng c cc doanh nghip hng hai, hng ba trn th trng p dng. - Ngay khi a ra sn phm G7 th Trung Nguyn thc hin hng lot cc hot ng marketing:

+ Chng trnh xy dng thng hiu nng sn Vit Nam. + Ngy hi tuyt nh gii thiu c ph ha tan G7 ti Dinh Thng Nht. + Chng trnh th mi: mi ngi tiu dng ung th hai ly c ph ha tan, mt ca G7 v mt ca nhn hiu c ph ha tan ni ting khc nhng khng cho bit l nhn hiu g h t nh gi (thc t nhn hiu khc l Nescafe). Kt qu l 89% ngi tiu dng chn G7 v 11% chn nhn hiu kia. + Mi ngi tiu dng ung th c ph G7 trong 03 ngy ti mt cao c ni t tng hnh dinh ca i th Nestle. + Thc hin tip th trn ng ph, G7 xut hin t cc trung tm thng mi n cc ca hng bn l. - Vi chin lc khn ngoan v kh "kh chu" khi eo bm i th ti tng im bn, tng quy k trng hng ha, Trung Nguyn o ngc th trn, ginh c th thng phong, to tin cho cuc chin lu di
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Bn cnh , Trung Nguyn cn thc hin PR (Public Relation) cng rt thnh cng. l phi hp vi Bo Thanh Nin thc hin chng trnh: "Nc Vit Nam ta nh hay khng nh". Pht ng "cuc chin v thng hiu Vit" ca Trung Nguyn cng c nh gi cao.

- Nh vy li th ca Trung Nguyn ni chung v G7 ni ring trong chin lc marketing ca mnh ch yu l li th sn nh v Trung Nguyn khai thc trit li th ny

3. Phn tch li th cnh tranh trong chin lc marketing ca G7 - Vi vic tn dng tt li th sn nh (cng tng t nh trong bng ) sn phm G7 ginh c thnh cng nht nh trong thi gian u. V chin lc marketing ca G7 (Trung Nguyn) cng r rng, l tuyn chin vi i th Nescafe (Nestle). Trong mt bi pht biu ng ng L Nguyn V - TG Trung Nguyn cng xc nhn: "Thng hay thua ca G7 khng phi l chuyn quan trng. Quan trng l vic mt doanh nghip Vit Nam dm i u trc din vi cc tp on a quc gia". y c xem l thng ip khi mo cuc chin: G7 Nescafe . - Mt l do na G7 quyt chin vi Nescafe l v Nescafe l mt nhn hiu ang thng lnh th trng c ph ha tan ti Vit Nam, i u vi Nescafe cha bit kt qu s ra sao nhng s lm nhiu ngi ch n G7 hn. Mt s ngi cn ngh rng "cuc chin v thng hiu Vit" ch l cch Trung Nguyn nh bng thm tn tui ca mnh. - Thm ch Trung Nguyn cn a ra mu qung co trn TV: "c nhiu loi c ph: m va, m , m hn (ngm hiu l Nescafe) nhng G7 mi l c ph th thit" m nu nhn nhn kht khe th vi phm iu ti k trong qung co ni ring v marketing ni chung, l tm cch h thp i th. Tuy nhin, khng phi ngu nhin m Trung Nguyn lm nh vy. Mc ch ca Trung Nguyn l c cho i th thy c v nh chin lc ca G7 xc phm n

nhn hiu Nescafe v Nestle s kin h v vic ny. Nu Nestle lm nh vy th c li cho Trung Nguyn v G7, v khi G7 cng nh Trung Nguyn s c ngi tiu dng bit n nhiu hn. Tuy nhin, Nestle cng tha khn ngoan khi khng nhng khng kin Trung Nguyn m cn a ra chin lc ph hp hn lm thay i tnh hnh (chin lc ca Nestle s c tm hiu trong bi vit khc). - Trong mt chng mc no th li ni ca ng V th hin lng t ho dn tc, l ngi tin phong pht ng cuc chin vi cc tp on a quc gia hng mnh v ng V cng cn s h tr ca nhn dn, ca ngi tiu dng Vit Nam trn tinh thn "ngi Vit Nam dng hng Vit Nam". Phi chng nm c yu t tm l ny nn bc u G7 t c thnh cng nht nh.
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Tuy nhin, nhm mc ch i u vi cc thng hiu mnh m Trung Nguyn cho rng "thng hay thua khng quan trng" th cuc i u ny c ngha g ngoi vic qung b thng hiu Trung Nguyn. D dng nhn thy rng cuc chin G7 - Nescafe l khng cn sc. Nescafe l nhn hiu ca tp on ni ting Nestle v ang thng lnh th trng c ph ha tan Vit Nam (ngoi ra cn c Vinacafe). G7 l sn phm mi c bit n trn th trng. Nhng chin lc marketing ca G7 l i u vi Nescafe l i ngc vi nguyn tc trong chin lc marketing c li th cnh tranh. => y l sai lm th nht ca Trung Nguyn v G7

- Vi t cch l ngi i sau trong lnh vc c ph ha tan Trung Nguyn nn p dng chin lc trm vo th trng (market nicher strategy). Trung Nguyn nn tm ra khong trng th trng, phn

khc th trng, phn khc khch hng mc tiu. Phong cch v thi quen ca mi ngi khi ung c ph l khng ging nhau. C ngi ung c ph n gin l h c thi quen ung c ph tnh to trong cng vic hoc hc tp, h khng quan tm nhiu n nhn hiu hay chng loi c ph, min sao c c ph ung. Tuy nhin, c ngi ung c ph l th gin, gii tr sau khi lm vic mt nhc hoc n thun l h thch thng thc hng v c ph ca mt nhn hiu no . Cng c khi ngi ta ung c ph l v thng hiu ni ting ca cng ty, h s cm thy snh iu hn, c phong cch chuyn nghip hn qua vic ung c ph ca mt nhn hiu ni ting. Trong khi chin lc ca Trung Nguyn li nhm vo i a s ngi tiu dng Vit Nam.=> Sai lm th hai ca Trung Nguyn v G7 l khng xc nh r khch hng mc tiu.
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- Trung Nguyn cho rng vi vic pht ng "cuc chin v thng hiu Vit" cng vi cc hot ng marketing i km l c th chin thng hoc cnh tranh ngang nga vi cc nhn hiu ni ting nh Nescafe. Thc cht chin lc ny ch yu to dng thm thng hiu Trung Nguyn trn th trng nhm trnh nguy c b i th ln p hn l "v thng hiu Vit" nh Trung Nguyn ang pht ng. "Ngi Vit Nam dng hng Vit Nam" khng hn bt c ngi Vit Nam no cng u mua hng Vit Nam. iu ny cn ph thuc vo li ch hng ha mang li nh: gi c, cht lng, s thun tin trong mua bn, cc dch v i km, cm gic hoc cm nhn ca ngi tiu dng khi dng sn phm,...Nu G7 gi khng thp hn Nescafe, cht lng khng bng Nescafe, bt tin trong

vic mua hng, mt s ngi tiu dng c thi quen ung Nescafe mi bui sng khi i lm, hoc n gin l h thy ung Nescafe th snh iu hn so vi nhn hiu c ph khc th nhng ngi ny vn thch dng Nescafe hn. => Nh vy, sai lm th ba ca Trung Nguyn v G7 l ch yu da vo li th sn nh trong khi trong thi i ton cu ha nh hin nay th li th sn nh ngy cng khng r rng.
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- Nh vy, sau khi t c thnh cng nht nh trong thi gian u th G7 ca Trung Nguyn mt dn u th. Cng vi s iu chnh chin lc ca Nescafe th G7 ang gp rt nhiu kh khn trong vic chim lnh th trng. C l G7 cn thay i hoc iu chnh li chin lc cho ph hp.

Nhn din nhng bt n ca thng hiu Trung Nguyn

C th ni, c ph Trung Nguyn l mt thnh cng k diu ca xy dng thng hiu ti Vit Nam trong thi gian qua. Ch trong vng 5 nm, t mt xng sn xut nh ti Bun Ma Thut, Trung Nguyn c mt ti mi min t nc. Chin lc nhng quyn thng hiu (franchising) chng t uy lc khng khip ca mnh: hng lot qun cafe vi bin hiu Trung Nguyn mc ln nh nm khp ni.

Trung Nguyn thc hin mt cuc xm nhp th

Ch ring ti thnh a Tp.HCM, hin nay c hng trm qun.

trng ngon mc V slogan Khi ngun sng to tr nn quen thuc nht trong lch s khng ch vi nhng ngi lm trong cc lnh vc lin xy dng thng quan n sng to. hiu Vit Nam. Song tt c nhng iu dng nh ang dn tr thnh qu kh. Nu tnh hnh khng c ci thin mt cch tch cc, c th cng ch trong vng 5 nm na, ci tn Trung Nguyn s ch cn l mt v d ngt ngo (v cay ng) trong cc bi ging v qun l thng hiu. V iu ny l hon ton c c s. Th nht, trong thnh cng ca thng hiu Trung Nguyn, cng tc quan h cng chng (PR - Public Relations) ng vai tr quyt nh. Trong nhng nm u thnh lp, c rt nhiu bi vit, phng s... v hin tng cafe ny v hu nh 100% cc bi vit u mang ni dung tch cc. C th ni, chnh PR to nn cn st Trung Nguyn. Nh chng ta bit, trong vic xy dng mt thng hiu mi, s ng h ca cc phng tin thng tin i chng c ngha cc k to ln. Trong thi i hin nay, s lng qung co nhiu n mc ang lm cho qung co tr thnh mt khi nim gy phn cm cho ngi tiu dng (mc d Vit Nam vn l mt trong nhng quc gia c mc chi ph qung co tnh trn u

ngi thuc loi thp). ngh u tin khi bn xem mt on phim qung co l g? ng ri, qung co y m.... V trong bi cnh , ngi tiu dng c xu hng tin theo cng lun. PR tr thnh cu ni trc tip n lng tin ca ngi tiu dng. V khng c g ng ngc nhin khi ch trong mt thi gian ngn, Trung Nguyn chim c cm tnh ca ngi tiu dng, v cng vi lng tin l uy tn ca thng hiu, l tng trng ca doanh thu... Trung Nguyn thc hin mt cuc xm nhp th trng ngon mc nht trong lch s xy dng thng hiu Vit Nam. Song iu g thu ht s quan tm ca gii bo ch n Trung Nguyn nh vy? C th lit k khng di mt chc l do, t mu bazan ca vng t cao nguyn n m iu du dng ca slogan khi ngun sng to, t kinh nghim qun l ca Ban gim c Trung Nguyn n b mt ca k thut rang xay cafe... Song nguyn nhn trc tip v r rng nht dn n s quan tm ca bo ch chnh l tnh hin tng ca Trung Nguyn. Nhng nm , th trng cafe Vit Nam (c bit l ti cc tnh, thnh ph pha Nam) hu nh l b ng, trong khi ung cafe khng ch n thun l nhu cu gii kht, thm ch khng n thun l thng thc. Ung cafe c th coi l mt nt vn ha mang m bn sc ca ngi Nam B. Cc qun cafe l im hn thng xuyn ca nhiu tng lp: t sinh vin, hc sinh ti cn b cng chc, t cng nhn lao ng ti gii vn ngh s... iu ng ni l, trong giai on , cc qun cafe ch yu mang tnh cht gia nh, ngun cung cp khng r rng, khng mang tnh h thng v hu nh khng c chin lc pht trin di hn.

V chnh l c hi ca Trung Nguyn: Trung Nguyn l thng hiu Vit Nam u tin c xy dng v qun l mt cch bi bn trn th trng cafe Vit Nam. Trung Nguyn l thng hiu Vit Nam u tin thc hin chin lc nhng quyn thng hiu ti Vit Nam v vn ra th gii. Chnh hai ch u tin to nn cn st cc bi vit v Trung Nguyn. Song l chuyn ca my nm trc. Gi y, mi quan tm ca bo ch i vi Trung Nguyn ang ngy mt nht i, n gin bi hai ch Trung Nguyn tr nn quen thuc. Khi s quen thuc xut hin, cng l lc tnh hin tng khng cn. Cn st h nhit. PR ch c th l que dim lm bng chy, ch khng phi l hn than duy tr ngn la thng hiu. Nu nh ch trong 6 thng cui nm 2003, c trn 30 tin, bi v Trung Nguyn trn cc bo, th trong nm 2004, con s ny gim i gn mt na. Tc l cn khong 15 bi, v hn mt na trong s l vit v Tng gim c ca Trung Nguyn khi ng ot gii Doanh nhn xut sc ASEAN. Chng ti khng c con s thng k cc bi vit v Trung Nguyn trong nm 2005, song ni chung l xu hng tip tc gim (bn c nh ln cui cng c bi vit v Trung Nguyn l khi no khng?). R rng l cnh bum thng hiu Trung Nguyn ang rt cn lung gi marketing mi. Th hai, Trung Nguyn ang tr nn khng ng nht. V nhiu mt.

C th thy r s khc nhau v gi c, cht lng cafe v c cung cch phc v ti cc qun Trung Nguyn. Mc u t cho bi tr khng gian cng c s chnh lch rt ln. Vi 14.000 ng, bn c th ti mt qun rng ri, mt m, trang tr theo phong cch ni rng, nhc nh nhng v ngi phc v trong trang phc Ty Nguyn s mang ti cho bn mt ly s 4 (chng nh khng th t c mt ci tn ngon lnh hn?) thm lng. Vi 10.000 ng, bn vn c c ly s 4 ti mt qun nh hn, cht hn v nhiu khi thuc hn. Hnh nh Ty Nguyn y c thu gn trong mt vi bi ht hoc nh treo tng. Thm ch ch vi 7.000 ng, bn vn thng thc c ly cafe yu thch ti mt qun Trung Nguyn bnh dn, vi nhng chic gh nha khc mu. Ch c iu l ngi phc v hnh nh khng vui v lm, ly cafe hnh nh hi nht hn, v thng th nhng c gng tm thy nt vn ho Ty Nguyn ca bn y s khng mang li kt qu. C ba qun trn u nm ti Si Gn! C hai l do chnh gii thch s chnh lch trn. Mt l: Trung Nguyn ang s dng chin lc khc bit ha v gi, ni nm na l khch no gi y. Mc tiu ca chin lc ny l ti a ha li nhun. Song iu ny c v nh khng n lm trong franchising. Hn na, chin lc ny kh nguy him i vi mt th trng qu b nh Si Gn. Hai l: y l hu qu ca mt chin dch franchising t, khi cht lng nm ngoi tm kim sot. L do ny c v logic hn. n gin l Trung

Nguyn khng th kim sot c ht cc i tc thu thng hiu. V iu tt yu l cc qun Trung Nguyn ny mnh ai ny lm. Ngoi s chnh lch trn c th k n s khc nhau gia n (c nhm ln khng nh?) ti cc qun ny. a dng v phong ph. Nh tr tng tng ca cc ch qun. V cht lng n cng mt tri mt vc. Bn hon ton c th hi lng vi mt a khoai ty chin ti qun Trung Nguyn trn ng B.T.X., v chc chn l bn s khng th n ni cng mn khoai ty chin ti mt qun Trung Nguyn khc ngay trung tm Qun 1, Tp.HCM. S chnh lch trn gy tc hi rt ln cho qu trnh nh v hnh nh Trung Nguyn trong tm tr khch hng. L do tht n gin, trong mt bi cnh nhn nho nh vy, khi nhc n Trung Nguyn, ngi ta s khng ch ngh n cafe (r v t), m cn ngh n khoai ty chin (ngon v khng ngon), n m Thi (n c v khng n c), n bnh m opla (gin v u), n b kho (nc v m), thm ch n toilet (sch v khng sch)... Nu khng c bin php tch cc, hai mm bnh trn s nh gc mt thng hiu, cho d l thng hiu kho mnh nh Trung Nguyn. Vn ch l thi gian. Vy th u l phng thuc cho thng hiu Trung Nguyn? Thin ngh, khi bit c bnh th vic k toa - bc thuc cng khng phi qu phc tp. Chc cho Trung Nguyn mi l nim t ho ca thng hiu Vit

Cc yu t nh hng n chin lc marketing

Cuc chin G7 - Nescaf Cp nht 11-4-2005 13:10 Khi cc tp on (nhiu) a quc gia (nh) a mt sn phm no ra chim lnh th trng, cc doanh ngh Vit Nam buc phi chn chin lc trnh i u trc tip, hoc i tm nhng th trng ngch. t ai dm cnh tranh trc tip nh Trung Nguyn va lm vi tp on Nestl khi a sn phm c ph ho tan G7 ra cnh tranh vi Nescaf ca Nestl. Trc khi G7 tham gia (nh) th trng, dung lng th trng ni t ca mt hng c ph ho tan vo khong 130,75 t ng/nm. Kt qu iu tra thm d ngi tiu dng v hng Vit Nam cht lng cao nm 2004 (do bo SGTT tin hnh cui nm 2003) cho thy lc y Nescaf dn u th trng vi 55,95% th phn, Vinacaf 38,45% th phn, cn li l cc loi c ph ho tan nhp khu v t nhng doanh ngh khc (xem biu ). "Tuyn chin" cng khai Nm ngoi, tr li bo ch, ng ng L Nguyn V, gim c cng ty c ph Trung Nguyn va cng khai: "Chng tui ang khi mo mt "cuc chin" vi mt "i gia" nc ngoi vn khuynh o th phn c ph ng gi Vit Nam, mt cuc chin bt giu gim...". Trc , ngay sau nhng t tip th o t trn ng ph, Trung Nguyn va t chc Ngy hi tuyt c nh gii thiu c ph ho tan G7 vo ngy 23.11.2003 ti dinh Thng Nht, TP.HCM. Cc chng trnh tip th c lng vo nhng cuc hi tho, cuc thi xoay quanh vn xy dng thng hiu cho nng sn Vit Nam. Nhng ci "inh" ca chng trnh l chuyn Trung Nguyn t chc cho ngi tiu dng th m (khng cho bit nhn hiu sn phm) sn phm mi G7 ca cng ty i chiu vi sn phm cng loi ca Nestl. V kt qu do Trung Nguyn a ra l 89% ngi tiu dng chn G7 trong so snh trc tip v 11% chn Nescaf. Mt ng thi khc ca Trung Nguyn l mi ngi tiu dng ung th c ph G7 trong 3 ngy ti mt cao c trn ng Nguyn Th Minh Khai, Q.1, ni t tng hnh dinh ca Nestl! S dng tinh thn ng h hng Vit Bn cnh chuyn u t cho cc chng trnh qung b, tip th..., G7 chn v kh i u trc tip vi Nescaf bng cch ku gi tinh thn ng h hng Vit Nam ca ngi

tiu dng. Trung Nguyn lin tip gii thiu phim v qung co v thng hiu v nng sn Vit Nam, ku gi ngi tiu dng ng h hng nng sn Vit Nam, ng h G7 bng bc th ng m u: "Knh tha qu cng bo...". Thc t th trng cho thy G7 bc u va gt hi c thnh cng. T thng 11.2003 n thng 1.2004, G7 va chim lnh 35% th phn. S tham gia (nh) ca G7 cng lm cho chic bnh ca th trng ny "n ni" hn. Doanh s ca th trng ny nm 2004 ln n hn 154 t cng (thng k ca Trung Nguyn). Trong nm 2004, Vinacaf v Nestl cng va phn cng bng nhng chng trnh khuyn mi, tip th kh quyt lit. ng k nht l hai chng trnh ca Nestl: mua Nescaf trng xe hi Vitara, cho ung Nescaf min ph ti cc ch u mi, siu th v tng tng nh. Vinacaf trc y t xut hin trn truyn thng th nay cng lin tc qung co trn truyn hnh, treo bng hiu ti cc quy hng, sp ch v trn ng quc l... S liu iu tra HVNCLC nm 2005 (tin hnh cui nm 2004) cho thy trong nm u tin Trung Nguyn va thc s thnh cng vi G7. Chic bnh ca th trng c ph ho tan va c chia li kh ngon mc. Th phn ca Nescaf ch cn 44,05%, Vinacaf cn 28,95% v G7 va chim 21,8%. (xem biu ) . Cng t s liu iu tra Hng Vit Nam cht lng cao 2005 ghi nhn s gia (nh) tng ca cc hng ng thi tip th. mt hng c ph ho tan, tc ng ca yu t tip th n s la chn ca ngi tiu dng khi mua sn phm ca Nescaf nm 2003 ch chim c 7,8% th nm 2004 va ln ti 10,2%. Vinacaf cng tng t 5,1% ln 7,3 %. Tuy nhin, vi G7, tc ng ca yu t tip th ca thng hiu ny chim ti 14,8% so vi cc yu t la chn khc ca ngi tiu dng. G7 lm thay i chin lc ca Nescaf C ph ho tan l sn phm c kmn gc ngoi nhp. Thot u, chng "p t" khu v quc t nguyn nc cho ngi tiu dng Vit Nam. y chnh l mt li th bt nh cho Nescaf, sn phm ca mt tp on sn xut ch bin c ph hng u th gii. Nhng tht bt ng, u thng 3.2005, Nescaf va thay i thng ip quen thuc "khi u ngy mi" bng thng ip "100% c ph Vit Nam" cng nh m chin dch truyn thng vi slogan "hng v Vit Nam hn"; cng thi a ra ba loi c ph mi. S thay i ny ca Nescaf cho thy dng nh cc nh sn xut c ph ho tan ca Vit Nam - Vinacaf v Trung Nguyn, va p t c li chi ca mnh ln Nescaf. D

rng, b o Th Chung, gim c ngoi v ca Nestl cho bit: "Khng phi ch ring Nescaf m cc sn phm khc ca tp on u c nghin cu v ch bin thch hp vi khu v khc nhau ca ngi tiu dng ti tng t phng trn ton th gii". D nhin, ngi ta cng tha hiu rng ti sao Nescaf li chn thi (gian) im ny thay i. B Chung cho bit thm: "Ngy cng c nhiu nh u t vo su th trng c ph ho tan, cnh tranh s khc lit hn, iu ny cng gip c ph ho tan ngy cng thng dng vi ngi tiu dng Vit Nam hn". S thay i ny ca Nescaf va to ra nhng e s nht nh cho G7 trong giai on cnh tranh ti. ng ng L Nguyn V phn tch: "T tim lc ti chnh, hot ng tip th, khuyn mi..., Nescaf u mnh hn G7, do vy, thi (gian) gian ti G7 s gp kh khn bt t. Nhng chuyn thng hay thua ca G7 bt l chuyn quan trng, quan trng l c mt doanh ngh Vit Nam dm i u trc din vi cc tp on (nhiu) a quc gia (nh) trn th trng ni a". Cuc cnh tranh cn khc lit Mc d vn gia (nh) tng cc chng trnh khuyn mi, tip th..., nhng Vinacaf dng nh vn bt h e s trc cuc chin ca G7 v Nescaf. ng Bi Xun Thoa, gim c cng ty Vinacaf cho bit nh my ca cng ty ang chy ht cng sut v bt sn phm p ng nhu cu th trng. G7 cng vp phi kh khn l bt sn xut cho nhu cu. Nh my sn xut c ph ho tan ca hng ny vi vn u t 8 triu USD vn cha i vo hot ng. Vinacaf ang xy dng nh my c sn lng gp i hin nay v s hot ng vo nm 2006. Vinamilk cng va nhy vo th trng ny vi cc sn phm thm d v chun b xy mt nh my ch bin c ph KCN M Phc (Bnh Dng), cng sut 1.500 tn c ph ho tan v 2.400 tn c ph rang xay mi nm, tng vn u t 150 t ng. Nh vy, thi (gian) gian ti, th trng c ph ho tan s cnh tranh ht sc khc lit. V cc sn phm c ph ngoi nhp s cng cht vt hn ti th trng Vit Nam

Mc khc
Chin lc Marketing l g? Chin lc cng ty v chin lc marketing

Ty vo c im kinh doanh v qui m hot ng, mi doanh nghip c th c mt qui trnh xy dng chin lc marketing vi nhng mc phc tp khc nhau. C th rt n gin, chng hn nh do mt ngi pht tho mt k hoch duy nht, ri trnh ban gim c ph duyt nh trng hp cc doanh nghip nh c hot ng th trng n gin. Cho n v cng phc tp v c nhiu ngi, nhiu phng ban chc nng cng tham gia xy dng v xy dng nhiu nhiu cp khc nhau nh cc tp on ln, hot ng a ngnh ngh, tham gia nhiu th trng t trong nc cho n nc ngoi. Tuy nhin, do mc tiu marketing xut pht t chin lc kinh doanh ca doanh nghip nn ngi ta bt u bng chin lc kinh doanh ca doanh nghip/tp on, ri mi trin khai chin lc marketing ca n v kinh doanh. Chin lc marketing l g? Mc tiu m doanh nghip mun t c trn th trng nh l doanh thu, khi lng sn phm, th phn c gi l mc tiu Marketing. Cn cch m doanh nghip y s lm t c mc tiu th gi l chin lc marketing. M hnh OSTI M hnh OSTI l khun mu xc nh qui trnh qun tr k hoch ca mt cng ty v xc nh vai tr, chc nng ca tng cp lnh o trong qu trnh hoch inh v trin khai mc tiu (Objective), chin lc (Strategy), chin thut (Tactics), v trin khai thc hin (Implementation) 3 cp chin lc - S mnh, tm nhn, gi tr ct li - Chin lc danh mc th trng/sn phm - Chin lc gii php khch hng 1. S mnh, tm nhn v gi tr ct li (mission, vision & values). L nh hng chin lc u tin v cao cp nht m mt doanh nghip, t chc cn phi c nh hng hot ng ca cng ty, t chc. S mnh, Tm nhn v Gi tr ct li m bo cng ty s lun lun i ng hng m nhng ngi sng lp/HQT mun. Mt

cng ty hot ng m khng xc nh S mnh, Tm nhn v gi tr ct li th vn c th hot ng c bnh thng, ri ro l c mi ln thay sp th cng ty li c dn dt i theo thch ring ca tng sp, thiu s nht qun trong nh hng hot ng v nh vy kh m c th pht trin nhanh v bn vng. Theo quan im ca ngi vit cng ty d to hay nh, hot ng trn th trng rng hay hp cng u cn phi c cp chin lc ny, nhm m bo s nht qun trong qu trnh qun l iu hnh cng ty v th hin bn sc ring ca cng ty. Mc h thng ha v cng tc tuyn truyn trong ni b v truyn thng ra bn ngoi th c th ty thuc vo kh nng ca tng cng ty. 2. Chin lc danh mc th trng/sn phm (portfolio strategy). L cp th hai ca chin lc cng ty, trin khai t chin lc cp mt i vo c th cho tng ngnh hng, tng th trng. Cc cng ty nh, hoc cc cng ty hot ng kinh doanh vi mt ngnh ngh/sn phm, hoc hot ng trn mt th trng ng nht c th khng c cp chin lc danh mc ny. Chin lc danh mc s dng nhng cng c sau: - Ma trn Ansoff - S chu k th trng (product/market life cycle) - Ma trn Tng trng-Th phn (Growth-share matrix) - M hnh a tiu ch (Multi-factor Portfolio Model) Nhm gii quyt nhng yu cu cng vic sau: - Nhng quyt nh v thng hiu - Nhng quyt nh iu chnh v danh mc sn phm - nh v sn phm - Phn b ngun lc - nh hng chin lc marketing 3. Chin lc gii php khch hng (customer solution strategy) to ra nhng gii php mang li gi tr cho khch hng, mt cng ty c 3 hng i: - Dn u v sn phm (nhm to ra sn phm tt).

- Xut sc trong t chc hot ng kinh doanh (nhm ti u ha chi ph c gi thnh thp) - Quan h mt thit vi khch hng (nhm cung cp mt gii php tng th cho khch hng) V i km theo l 3 chin lc cnh tranh tng qut: - nh hng sn phm - ng u v chi ph thp - nh hng khch hng CVP - Gii php to ra gi tr cho khch hng T nhng nh hng v chin lc cp cao trn ngi lm cng tc marketing s xy dng Gii php to ra gi tr cho khch hng (CVP- customer value proposition) cho tng phn khc th trng m cng ty tham gia. Marketing Mix V cui cng, chin lc s c c th ha da trn nn tng sn phm, ni bn, gi v hot ng truyn thng qung b, hay cn c gi l marketing mix. Kinh nghim th gii Trn th gii, quan st ng i ca nhng cng ty thnh cng, ngi ta cho rng mt doanh nghip thnh cng trn th trng cn phi c nng lc theo ui mt trong 6 chin lc nh sau: - Thng tr mt th trng - Thng tr mt chng loi hay cng ngh - Thng tr mt phn khc - Thng tr mt chu k th trng - Ti to m hnh kinh doanh - Ti to th trng