1 B GIO DC V O TO I HC NNG

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Cng trnh c hon thnh ti I HC NNG

NGUYN HNG TM

Ngi hng dn khoa hc: PGS.TS NGUYN TRNG SN

Phn bin 1: PGS.TS. Nguyn Th Nh Lim

XY DNG CHNH SCH MARKETING CHO SN PHM GIY TI CNG TY TNHH THNG MI BQ
Phn bin 2: GS.TS. H c Hng

Chuyn ngnh: Qun Tr Kinh Doanh M s: 60.34.05

Lun vn c bo v trc Hi ng chm lun vn Thc s Qun tr Kinh doanh hp ti i hc Nng ngy 16 thng 01 nm 2012.

TM TT LUN VN THC S QUN TR KINH DOANH

C th tm hiu Lun vn ti: - Trung tm Thng tin Hc liu, i hc Nng. - Th vin trng i hc Kinh t, i hc Nng.

NNG NM 2011

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LI M U 1. Tnh cp thit ca ti Pht trin nn kinh t th trng v vic hi nhp vo nn kinh t th gii m ra nhng c hi ng thi cng to ra kh nhiu thch thc cho cc doanh nghip ca Vit Nam. Mt trong nhng thch thc ln nht l s hnh thnh mt th trng kinh t c s cnh tranh gy gt gia cc doanh nghip. Cc doanh nghip cn phi c nh hng v h thng chnh sch pht trin bn vng ph hp vi iu kin mi. Minh chng c th nht l hot ng Marketing ngy cng c khai thc mnh m, trit v tr thnh cng c quan trng, hiu qu cc doanh nghip qung b cho thng hiu ca mnh trn th trng, to dng mt ch ng vng chc cho thng hiu ca doanh nghip trong tm tr khch hng. Mt khc nhn thc ca ngi tiu dng Vit Nam i vi cc thng tin Marketing cng c nhng thay i rt ln. V vy yu cu t ra cho cc thng tin Marketing c th t c cc mc tiu ca doanh nghip cng kht khe hn, i hi cc doanh nghip khi xy dng v thc hin cc chng trnh marketing phi u t c tnh chin lc v hp l hn. Cng ty giy BQ l cng ty hot ng trong lnh vc sn xut kinh doanh ch yu cc sn phm da giy tiu th trong nc v xut khu. Marketing ng gp khng nh cho vic qung b sn phm thng hiu, li ko v duy tr lng trung thnh ca khch hng trong nhiu nm qua,.Tuy vy cc chng trnh marketing ca cng ty BQ vn cha thc s to c nhng n tng su sc cho khch hng, cha c tnh sng to v cn nhiu im cn bt cp trong sut qu trnh xy dng v thc hin cc chng trnh marketing. Qua thi gian nghin cu qu trnh hnh thnh pht trin cng nh xu hng pht trin trong tng lai ca cng ty, ti nhn thy Cng

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ty cn phi c mt chnh sch marketing hp l hn, hiu qu hn, ti chn ti Xy dng chnh sch marketing cho sn phm giy ti cng ty TNHH thng mi BQ lm ti lun vn tt nghip. Nu xy dng v pht trin c chnh sch marketing cho Cng ty TNHH TM BQ th y c th xem nh l mt trong nhng ngun lc, ng lc pht trin nhanh v bn vng cho Cng ty. 2. Mc tiu v nhim v nghin cu Mc tiu chnh ca ti l lm thay i chnh sch marketing ti Cng ty TNHH TM BQ. Mc tiu c th l: Trong sut qu trnh nghin cu t chnh sch marketing trong mi quan h vi vn ha ni chung, t ch xc nh v tr vn ha trong x hi xc nh vai tr v chc nng ca chnh sch marketing trong s pht trin bn vng ca mt Cng ty kinh doanh Thng qua vic phn tch thc trng v chnh sch marketing ti Cng ty v nhn nhn nhng gi tr chnh sch marketing m Cng ty cn phi thay i v xy dng mi xut c h thng chnh sch marketing ti Cng ty. T tng bc lm thay i nhn thc, quan nim ca lnh o, cn b, nhn vin ca Cng ty v chnh sch marketing. Trn c s kt hp gia l lun v thc tin ca Cng ty tin hnh xy dng mt s gii php bc u xy dng chnh sch marketing ti Cng ty. Cn phi tip tc pht huy nhng chnh sch marketing ph hp hin c ca Cng ty bn cnh to nn nhng chnh sch marketing mi ph hp vi iu kin v hon cnh mi ca Cng ty. T in hnh "chnh sch marketing" ti Cng ty, trin khai rng ri sang mt s n v khc trn a bn Nng v c nc. 3. i tng v phm vi nghin cu:

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3.1. i tng nghin cu Nghin cu tng quan v "chnh sch marketing". Tin hnh nghin cu, tng hp, phn tch cc ti liu v lnh vc ny v vic pht trin "chnh sch marketing" ti mt s Cng ty nc ngoi rt ra cc bi hc chnh v xy dng v pht trin chnh sch marketing. Nghin cu, nh gi thc trng v vic xy dng v pht trin "chnh sch marketing" ti Vit Nam trong nhng nm qua. Mt s Cng ty c gng xy dng chnh sch marketing nh Bitis, dana giy,... Nghin cu, nh gi thc trng v chnh sch marketing ti Cng ty TNHH TM BQ. Nghin cu xut m hnh, gii php v mt l trnh xy dng "chnh sch marketing" Cng ty TNHH TM BQ. 3.2. Phm vi nghin cu Mi biu hin ca chnh sch marketing Cng ty TNHH TM BQ 4. Phng php nghin cu 4.1. Phng php nghin cu duy vt lch s v duy vt bin chng c nhng biu hin ca chnh sch marketing Cng ty TNHH TM BQ vo bi cnh kinh t, x hi ca tng giai on lch s; kho st nhng gi tr chnh sch marketing ca Cng ty TNHH TM BQ trong xu th vn ng v pht trin . 4.2. Phng php h thng c chnh sch marketing ca Cng ty TNHH TM BQ vo h thng chnh sch marketing ni chung thy c s nht qun v ring bit. T nhn ra nhng yu b to thnh chnh sch marketing ring bit ca Cng ty. 4.3. Phng php phn tch Phn tch nh gi nhng gi tr chnh sch marketing thng qua kt qu nh gi ca nhn vin, khch hng ca Cng ty, l gii mi

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quan h khng th tch ri gia chnh sch marketing vi s pht trin ca Cng ty. 5. Kt cu ca ti Ngoi phn m u v kt lun, ti c cu trc thnh 3 chng: Chng I: C s l lun v Marketing v cc chnh sch Marketing Chng II: Tng quan v cng ty v thc trng hot ng Marketing ti cng ty TNHH thng mi BQ Chng III: Xy dng chnh sch Marketing cho sn phm giy ti cng ty TNHH thng mi BQ CHNG I: C S L LUN V MARKETING V CC CHNH SCH MARKETING 1.1. Khi qut v Marketing 1.1.1. Khi nim v Marketing Marketing l mt dng hot ng ca con ngi nhm tha mn nhng nhu cu mong mun ca h thng qua trao i. 1.1.2. Marketing Mix Marketing mix l tp hp nhng cng c Marketing m cng ty s dng t c cc mc tiu trong mt th trng chn. 1.2. Tin trnh xy dng chnh sch Marketing 1.2.1. Phn tch mi trng marketing 1.2.1.1. Mi trng Marketing v m 1.2.1.2. Mi trng Marketing vi m * Mi trng ni b doanh nghip * Khch hng * Cc i th cnh tranh * Nh cung cp

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* Cc t chc trung gian v cng chng 1.2.2. Nghin cu v la chn th trng mc tiu 1.2.2.1. o lng v d bo nhu cu th trng Vic o lng v d bo nhu cu th trng c tin hnh nhm m bo xc nh quy m trin khai cc n lc marketing v cho m bo kh nng thc hin thnh cng nhng n lc marketing. 1.2.2.2. Phn on th trng Phn on th trng l vic phn chia th trng tng th thnh nhng phn on khc bit v nhu cu, tnh cch hoc hnh vi. 1.2.2.3. Xc nh th trng mc tiu 1.2.3. nh v sn phm nh v l vic thit k sn phm v hnh nh ca cng ty lm sao th trng mc tiu hiu c v nh gi cao nhng g cng ty i din so vi cc i th cnh tranh ca n. 1.2.3.1. To s khc bit v sn phm 1.2.3.2. To s khc bit v dch v 1.2.3.3. To s khc bit v nhn s 1.2.3.4. To s khc bit v hnh nh 1.2.4. Xy dng chnh sch marketing mix 1.2.4.1. Chnh sch sn phm (Product) + Quyt nh v chng loi sn phm Doanh nghip i mt vi vn thu hp, m rng hoc duy tr b rng ca chng loi sn phm. + Quyt nh v danh mc sn phm Danh mc sn phm c phn nh qua mc phong ph ca cc chng loi hng ha m doanh nghip kinh doanh. 1.2.4.2. Chnh sch gi (Price) * Cc phng php nh gi trong Marketing - nh gi da vo chi ph phi. + Knh hai cp

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- nh gi theo li nhun mc tiu - nh gi theo mc gi hin hnh trn th trng. - nh gi theo gi tr cm nhn ca khch hng 1.2.4.3. Chnh sch phn phi (Place) - Knh phn phi theo chiu di + Knh trc tip Knh trc tip l knh khng c thnh vin trung gian, nh sn xut bn sn phm trc tip cho ngi tiu dng cui cng. + Knh mt cp Knh mt cp l knh c nh bn l tham gia vo qu trnh phn

Thng thng, hu ht cc sn phm c phn phi qua knh c c nh bn bun v nh bn l, thng gi l knh hai cp. + Knh di Knh di hay cn gi l knh ba cp, trong , khng ch c nh bn bun, nh bn l m cn c c cc i l hoc mi gii tham gia. 1.2.4.4. Chnh sch truyn thng marketing (promotion) - Xc nh mc tiu cho chng trnh truyn thng - Xc nh ngn sch cho chng trnh truyn thng - La chn phng tin v hnh thc truyn thng - Xy dng thng ip truyn thng - Truyn tin v thu nhn thng tin phn hi Vic truyn tin phi c thc hin theo k hoch: thi gian, ni dung, phng tin cng nh hnh thc truyn thng d nh. CHNG II: TNG QUAN V CNG TY V THC TRNG XY DNG CHNH SCH MARKETING TI CNG TY TNHH THNG MI BQ 2.1. Cc c im chung ca Cng ty

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2.2. Thc trng hot hot ng sn xut kinh doanh ca cng ty 2.3. Thc trng xy dng chnh sch Marketing ti cng ty giy BQ 2.3.1. V cng tc phn tch mi trng Marketing 2.3.1.1. Mi trng Marketing v m 2.3.1.2. Mi trng Marketing vi m 2.3.2. La chn th trng mc tiu Cng ty quyt nh la chn th trng mc tiu hin ti l cc tnh thnh ti khu vc min Trung tri di t Qung Bnh cho n Qung Ngi, ly Nng lm trung tm. 2.3.3. nh v sn phm Trong on th trng mc tiu hin ti ca cng ty l khu vc min Trung t Qung Bnh n Qung Ngi cng ty tp trung nh v sn phm giy ca mnh da trn hai tiu ch ch yu l: Cht lng tt nht v gi c phi chng nht. iu ny xut pht t vic nghin cu k th trng mc tiu ca cng ty. 2.3.4. Cng tc xy dng chnh sch Marketing 2.3.4.1. Chnh sch sn phm Danh mc Giy nam Giy n Dp nam Dp n Giy dp tr em V da Nt da Giy th thao Sandal Chng loi 63 105 55 93 73 36 32 20 15 2.3.4.2. Chnh sch gi

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Vic nh gi ca cng ty vn da trn c s chi ph v phi c li. Chi ph l mt yu t trong gi c ca cng ty v l nhn t cnh tranh ch yu ca gi. Mc tiu nh gi ca cng ty l a ra th trng mt mc gi trung bnh, thc hin cnh tranh v gi. 2.3.4.3. Chnh sch phn phi Hin ti BQ c hn 150 i l phn phi, ca hng chuyn doanh v siu th trn ton quc. + Knh 1 cp (trc tip) tc l: xy dng cc ca hng ca BQ bn trc tip cho ngi tiu dng + Knh 3 cp (gin tip): Cng ty BQ - i l bn bun bn l - ngi tiu dng. 2.3.4.4. Chnh sch truyn thng Marketing * Qung co - Phng tin Qung co + Phng tin truyn hnh - TVC 30 giy BQ t tin cng bn S lng : pht sng Qung co 26 bui trn truyn hnh a phng + Bo ch S lng ng Qung co : - T ngy 1/8/ 2008 2009 : 23 u bo (Bo Xun) - Nm 2009 : 10 u bo - n 30/06/ 2010: 30 u bo + Qung co qua h thng bin bng, cc n phm Qung co - Nm 2009: Qung co ti cc sn bay Min Trung - Nm 2010: Qung co Pano ti TP H Ch Minh, Nng + Cc hot ng trin lm + Ti tr cc hot ng vn ho, th thao v t chc cc s kin

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* Khuyn mi Nhng chng trnh khuyn mi m cng ty BQ trin khai lun c hiu qu ln, mang li doanh thu mnh m, c th nh: - Sinh nht 5 nm thnh lp gim gi 50 % - Khuyn mi nhn dp ngy 8/3 - Khuyn mi nhn dp ngy 20/10 2.3.5. nh gi vic xy dng chnh sch Marketing ca cng ty 2.3.5.1. Nhng thnh tu Nh vic thc hin mt s hot ng Marketing m cng ty pht hin v p ng nhu cu ca ngi tiu dng, to uy tn, danh ting cho cng ty trn th trng. V th n gip cng ty tng th phn, tng doanh thu v li nhun cho cng ty, lm cho cng ty ngy mt pht trin v tr thnh mt trong nhng cng ty hng u ca ngnh da giy Vit Nam. 2.3.5.2. Nhng tn ti + Khng kim sot c hiu qu ca hot ng qung co + Cha o lng nhu cu ca khch hng t c c mc gi ng n v ph hp hn. + Vic m rng h thng phn phi cng nh vic qun l v kim sot hiu qu ca knh phn phi ca cng ty cn cha c c th, cht ch v r rng. + Cng ty nn tp trung nhiu vo cng tc R&D t mi to ra nhiu sn phm ph hp hn na phc v ti a nhu cu ca khch hng ngy mt cao. CHNG III: XY DNG CHNH SCH MARKETING CHO SN PHM GIY TI CNG TY TNHH THNG MI BQ 3.1. Mc tiu v phng hng hot ng ca cng ty BQ 3.1.1. Mc tiu ngn hn cng ty.

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Hin nay cng ty ang m rng u t nh xng sn xut sn phm p ng cho th trng cc tnh Min Trung - Ty Nguyn t Ngh An n Ph Yn, aklak...v sau l tip cn thm th trng min Nam v min Bc, t nay n ht nm 2011 cng ty s tin hnh m rng mng li i l phn phi trn ton quc t 65 i l. 3.1.2. Mc tiu di hn Xc nh c nhng th mnh ca mnh nn cng ty ang cng c mi ngun lc, u t trang thit b hin i, nghin cu th trng v khch hng, d kin n nm 2013 cng ty s y mnh xut khu sn phm sang th trng Php, M, Nht v Canada 3.1.3. nh hng chin lc Marketing ca BQ nm 2011 - Khng ngng nng cao cht lng phm sn p vi ng trng i ca khch hng. - a dng ho sn phm ng thi lun phi th hin c bn sc ca cng ty. - Tn dng ti a cc nguyn vt liu t mc tiu tit kim, gim gi thnh sn phm. - Tip tc xy dng v bo v hnh nh cu cng ty trong nhn thc ca khch hng mc tiu. - H tr cho cc chnh sch sn phm, gi c, phn phi, xc tin t c mc tiu Marketing- mix. 3.2. Phn tch mi trng Marketing ca cng ty 3.2.1. Mi trng marketing v m 3.2.2. Mi trng marketing vi m 3.2.2.1. Mi trng ni b doanh nghip - Lun lun xy dng ch lng thng hp l, to ra mi trng vn ho doanh nghip ng b gp phn thu ht nhn ti cho

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- B phn ti chnh k ton linh hot, huy ng ngun vn n nh, kp thi cho hot ng sn xut kinh doanh. 3.2.2.2. Khch hng Tnh hnh kinh t b nh hng ln t khng hong kinh t ton cu, thu nhp ca ng o ngi dn c phm gim st, v vy khch hng cng ngy cng gim cc hnh thc mua sm, v cch chi tiu cng d chng, khch hng lun t ra phn nn v gi qu cao... cng l mt p lc buc cng ty phi ct gim li nhun h gi thnh sn phm h tr khch hng. 3.2.2.3. i th cnh tranh Cng ty cng gp rt nhiu kh khn cnh tranh c vi cc sn phm giy da nhp ngoi t Hng Kng, Trung Quc v i Loan, a s cc sn phm xut x t nhng khu vc ny thng nhi nhn mc ca cc thng hiu ln nh D&G, LV (Luis vuiton), GUCCI... Khng ch nh hng bi cc i th cnh tranh nhp khu vo Vit Nam, mt s nh sn xut khc c b dy kinh nghim, c th mnh v cc ngun lc khc cng gy cho cng ty nhiu s cnh tranh mnh m, in hnh nh cng ty sn xut hng tiu dng Bnh Tin vi thng hiu Bitis, hoc cng ty hng tiu dng Bnh Tn vi thng hiu Bitas, hay l giy Thng nh, giy Tun, Vina giy... 3.2.2.4. Nh cung cp Hin nay th do tnh cht sn xut cng nh th trng tiu th th nguyn vt liu u vo ca doanh nghip l ch yu l nhp t nc ngoi, t cc nc nh Hn Quc, i Loan, Trung Quc... do vy qu trnh bo qun, qun l nguyn vt liu ca doanh nghip l vn cp thit ca cng ty. 3.2.2.5. Cc t chc trung gian v cng chng

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Cc t chc trung gian ca cng ty bao gm cc ngn hng m cng ty m ti khon giao dch, c th l: Ngn hng ACB chi nhnh Nng S ti khon: 52003289. Cng chng trc tip ca cng ty BQ bao gm cc cng ty, t chc hot ng trong lnh vc truyn thng nh: cc i truyn hnh, cng ty qung co. Cc s ban ngnh Nh nc cng l cng chng trc tip ca cng ty trong vic trin khai k hoch marketing. 3.3. Nghin cu v la chn th trng mc tiu 3.3.1. o lng v d bo nhu th trng 3.3.1.1. D bo v th trng da giy Vit Nam Hin nay theo d bo ca hip hi da giy Vit Nam th mi nm Vit Nam tiu th khong 130 triu i giy. C khong 800 doanh nghip hot ng trong lnh vc sn xut da giy ti Vit Nam v hn 80 % s ch yu sn xut xut khu ra th trng nc ngoi. Cng theo bo co ny th Vit Nam l mt trong mi nc xut khu da giy ln nht trn th gii, kim ngch xut khu t 6,2 t USD nm 2010. Vi i sng ngy mt nng cao, mc tiu th bnh qun ca ngi dn VN hin nay tng t 0,6 i giy/ngi/nm (nm 2000) ln 1,5 i giy/ngi/nm. 3.3.3.2. Xu hng v thit k giy dp - Thit k: Phong cch c nhiu nh thit k s dng l s pha trn gia nhng ha tit gin d nhng rt n tnh. So vi nm ngoi, cc loi gt giy c xu hng cao hn nhng c bn vng hn. Nm nay, nh du s ln ngi ca cc loi giy lin v cc loi s dng da ln. - Mu sc: rt a dng t cc mu t nhin nh mu xm, en, nu, be, tm n cc mu vng, mu ca cy hoa vn anh, mu lam v mu lc sm. - Cht liu: Cc ha tit sng mu c phi hp nh nhng vi da ln mm.

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+ Phong cch th thao thanh lch + Phong cch trang tr cu k 3.3.2. Phn on th trng - Phn on theo tiu thc nhn khu hc: + on th trng mc tiu th nht l khch hng l tr em. Khch hng l tr em ca BQ mi la tui t 5 n 15 tui. + on th trng mc tiu th hai l tng lp thanh nin t 15 n 25 tui, ch yu l hc sinh, sinh vin. + on th trng th ba ca BQ l tng lp trn 30 - Phn on theo tiu thc a l, c th l phn theo 3 min Bc, Trung, Nam ca t nc: + on th trng min Bc (i din l TP H Ni): + on th trng min Nam (i din l TP H Ch Minh) + on th trng min Trung (Th trng hin ti) 3.3.3. Xc nh th trng mc tiu Qua s phn tch k lng hai phn on th trng min Bc v min Nam trn, tc gi xin la chn phn on th trng min Nam c th l Thnh ph H Ch Minh kt hp vi phn on th trng tng lp thanh nin t 15 25 tui lm th trng mc tiu cho giai on kinh doanh tip theo ca cng ty BQ. 3.4. nh v sn phm - To s khc bit v sn phm: Sn phm sn xut ca cng ty ti phn on th trng ny phi khc bit mu m, cht lng, kiu dng so vi cc i th cnh tranh khc. V danh mc v chng loi phi a dng, kiu dng hin i khch hng thoi mi la chn. u t nghin cu nhng mu m sn phm mang phong cch ca nc ngoi, cc xu hng thi trang ca cc ngi sao ni ting. - To s khc bit trong dch v: Th trng thnh ph H Ch Minh m c bit l la tui t 15-25 rt coi trng trong vic mua sm

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m c bit rt thch s phc v chuyn nghip ca ca hng i l bn sn phm. S chuyn nghip cng ty BQ to ra cho khch hng nhn bit sn phm chnh l cng tc bn hng. Nhn vin bn hng s c o to bi bn, mang tnh chuyn nghip cao, c trang phc truyn thng ring, hiu bit r v sn phm, nhit tnh, nim n, ... t to cho khch hng cm nhn c gi tr ca sn phm m khch hng c th nhn c. Ngoi ra cn phi c phong cch phc v tn tnh, ngt ngo, mang n cho khch hng s thoi mi trong mua sm cng nh nh hng ti vic qung b gin tip sn phm ca mnh cho ngi khc. Thng ip nh v khu dch v c cng ty khng nh l: Qu khch hi lng hy ni vi mi ngi Cha hi lng xin ni vi chng ti. - To s khc bit trong hnh nh: Vi tm l a chung hnh thc v s ni bt trong vic quyt nh tiu dng sn phm ca phn khc ny th giy BQ phi xy dng c hnh nh ca mnh tht s ni bt, to dng uy tn ca thng hiu giy BQ trong lng khch hng. 3.5. Xy dng chnh sch Marketing mix 3.5.1. Chnh sch sn phm (product) 3.5.1.1. Nng cao cht lng sn phm * Nng cao cht lng cng ngh sn xut Th nht, c th i mi cng ngh th cng ty phi huy ng ngun vn xy dng c bn t bn trong cng ty, bn ngoi cng ty, t cc qu, ngn hng,... Th hai, nghin cu tm ra m hnh sn xut c hiu qu v khoa hc, a ra dy chuyn sn xut hp l nht, chng lng ph, d tha trong sn xut. * Nng cao cht lng nguyn vt liu sn xut - Trn c s nh mc tiu hao, tiu chun cht lng k thut ra, b phn cung ng vt t phi m bo cung ng ng nguyn vt liu

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m bo tiu chun cht lng yu cu, chng loi, khi lng, v thi gian cn thit. - Thc hin bo qun nguyn vt liu theo ng k thut. - C k hoch thu mua nguyn vt liu kp thi, ng tiu chun cht lng v tm c ngun cung ng nguyn vt liu n nh * Nng cao cht lng thit k k thut - Xy dng nh mc nguyn vt liu hp l nht, ti u nht, cht lng sn phm l cao nht. - Thc hin nghin cu v xut cc phng n ci tin cht lng sn phm, tit kim nguyn vt liu ngay tng giai on. - Nghin cu, iu chnh phng php kt hp nguyn vt liu, s lng, loi vt liu s dng nng cao tiu chun k thut. - Nng cao cht lng i ng cn b trong nghin cu thit k k thut. * Thc hin qun l cht lng - Thc hin qun l cht lng sn phm cht ch, ton din. - Cht lng sn phm phi c theo di, kim tra ngay t khu u vo cho n khu cui cng. - t ch tiu cht lng sn phm cao phn u t c, lp k hoch cht lng sn phm thc hin. - Thc hin cht lng theo nhu cu ca khch hng. 3.5.1.2. Pht trin chng loi v danh mc sn phm - Cng ty cn phi nm bt c xu hng tiu dng, nghin cu k xu hng tiu dng c th a ra nhng sn phm giy ph hp th hiu khch hng. - Nng cao nng sut sn phm, y mnh tiu th i vi nhng sn phm quan trng mang li doanh thu ln. - Vi khch hng thuc tui t 15 25 (thng l hc sinh v sinh vin): y l nhm khch hng mc tiu m thc cng nh quan ng . 3.5.2. Chnh sch gi (Price)

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nim v cch s dng cc sn phm giy dp l tng i r rng. i tng khch hng ny coi cc sn phm giy dp nh l cc sn phm thi trang v l mt trong nhng cng c hu hiu th hin c tnh ca mnh. V vy cc sn phm giy dp thit k cho i tng khch hng ny phi mang tnh t ph v kiu dng, mu m sn phm, mu sc sn phm phi ti tr, nng ng. Khi thit k sn phm giy dp cho nhm khch hng ny, cng ty ln s dng nhiu hn na cc ng cong mang tnh cch iu cao, th hin c tnh manh m, ng thi BQ cng phi chu trng ti h thng chng b ca sn phm (nguyn nhn lm ngi s dng b hi chn khi s dng sn phm). Vi i tng khch hng ny, BQ ln tp trung vo cc sn phm dp da nam n thi trang, guc g, giy th thao v giy ty. - Thc hin a dng ho sn phm, cng ty c th thc hin a dng ho sn phm theo cc hng sau: + M rng danh mc sn phm, cng ty tin ti thc hin nghin cu a thm vo th trng cc sn phm mi l da trn xu hng thi trang giy m cng ty nghin cu, v d nh giy ma ng, bt cao. + a dng ho theo hng tp trung vo nhng mt hng cng ty c kh nng cnh tranh. + Nghin cu cc mu sn phm m trn th trng cha p

3.5.2.1. Phng thc nh gi Quy trnh nh gi Xc nh nhim v cho mc gi Xc nh cu th trng mc tiu Xc nh chi ph sn xut Phn tch gi sn phm ca i th La chn phn g php nh gi Quyt nh mc gi c th

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cng ty a ra c mc gi ph hp mang tnh cnh tranh cao cho th trng mc tiu.

- Xc nh nhim v cho mc gi: i vi th trng mc tiu m cng ty la chn trn th nhim v ca mc gi cng ty a ra l xm nhp vo th trng mc tiu. - Xc nh cu th trng mc tiu: Tc gi xy dng m hnh ton c th d kin c lng sn phm c th tiu th ti th trng mc tiu. Nhu cu cng ty: (Qi) = Si * Q Trong : Vi: - Si: Th phn d kin ca cng ty - Q: Tng nhu cu th trng mc tiu Q=n*q - n: S lng khch hng mua sn phm - q: S lng sn phm khch hng mua. T m hnh ton trn ta tnh ton c nhu cu ca cng ty trn on th trng mc tiu da trn nhng gi thit sau: - Th phn d kin cng ty c th t c l 2 % th trng. - Vi dn s 8 triu ngi, v tui t 15-25 chim khong 20% tc l vo khong 1,6 triu ngi (n). - S lng khch hng mua theo bo co mi nht l mt nm mt ngi mua trung bnh khong 1,5 i giy. Vy nn Q = 1.600.000 * 1,5 = 2,400,000 i giy. T y ta c th d kin c nhu cu m cng ty BQ d kin a vo on th trng mc tiu ny l: Qi = 2,400,000 * 2% = 48,000 i giy. - Xc nh chi ph sn xut: Tng chi ph = Chi ph c nh + Chi ph bin i - Phn tch gi ca cc i th cnh tranh: vic phn tch gi ca cc i th cnh tranh trn th trng mc tiu nhm m bo cho xut,... Trong :

- La chn phng php nh gi: c th a ra c mc gi ti u nht cho sn phm trn th trng mc tiu la chn th cng ty sau khi a ra mc gi da trn chi ph cn kt hp thm vo bin php nh gi cnh tranh tc l so snh vi i th cnh tranh trc tip v kt hp vi bin php nh gi da trn cm nhn ca khch hng v sn phm. - Xc nh mc gi cui cng c th a ra c mc gi nh mong mun cng ty cn phi quan tm n cc bin php sau: * Bin php gim gi thnh sn phm: - Tuyn chn v o to c mt i ng k s, cn b gii tin ti nng cao nng sut cht lng ca cng nhn. - Phi nghin cu k sn phm trc khi a vo sn xut. - Gim gi thnh cc chi ph u vo: chi ph nhn cng trc tip, chi ph nguyn vt liu trc tip, chi ph sn xut chung,... + Chi ph nguyn vt liu trc tip: tm kim cc ngun nguyn vt liu u vo n nh. + Chi ph nhn cng trc tip: thc hin tng nng sut, gim gi cht, pht ng cc phong tro gia tng sn xut,... + Chi ph sn xut chung: qun l cht cc nghip v kinh t pht sinh, thc hin tit kim ti a vic s dng cc trang thit b sn 3.5.2.2. Chnh sch chit khu - Chit khu tin mt: i l tr chm trong vng 15 ngy c gim 2% chit khu; i l tr tin ngay c tr 2,9% chit khu, i l thanh ton trc thi

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hn quy nh c gim gi tng ng vi li sut ngn hng theo s ngy thanh ton trc hn; h tr vn chuyn 100% cho i l. - Chit khu theo s lng: S lng mua Di 50 triu T 50 - 100 triu T 100 - 150 triu Chit khu gim gi 0.50% 1% 2%

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l bn c nhiu hng th t l hoa hng cng cao. Cng ty cng cn y mnh hot ng ca cc ca hng gii thiu sn phm, cc chi nhnh tng khu vc bng cch h tr ngn sch, h tr qung co, khuyn khch vt cht cho cc chi nhnh, i l lm n c hiu qu. - y mnh hot ng ca cc ca hng gii thiu sn phm ti cc chi nhnh tng khu vc th trng nh cc hot ng ym tr cho cc i l thng qua qung co, pht t ri gii thiu sn phm. * Knh gin tip Cng ty i l Khch hng

Hng qu cng ty c tng kt doanh thu, sn lng ca cc i l, ly ra 10 i l c doanh thu v sn lng cao nht s c thng theo ch sau: - Ba i l u thng: 2.000.000 ng; - Ba i l tip theo: 1.500.000 ng; - Bn i l cn li: 1.000.000 ng. Ch chit khu, thanh ton v khen thng ca cng ty l ngun thu ht ng o i l n vi cng ty v to ra s nhit tnh, hng say trong cng tc tiu th ca cc i l. 3.5.3. Chnh sch phn phi (Place) 3.5.3.1. Hon thin knh phn phi Bc sang giai on tip theo, thc hin mc tiu chin lc ca mnh cng ty nn tp trung pht trin th trng H Ch Minh bng vic m rng thm nhiu ca hng i l phc v bn hng, pht trin thng hiu. Cng ty vn phi nn duy tr hai knh phn phi hin ti l: * Knh trc tip Cng ty Ca hng ca cng ty Khch hng

- Tm kim thm nhiu i l tiu th sn phm. Cng ty cn ch ti khong cch a l gia cc i l. - C th tm cc i l trung gian c h thng bn hng v khch hng c sn ca h. Ngoi ra cng ty c th pht trin sn phm ca mnh qua cc knh sau, y l nhng knh m la tui t 15 25 v ang chim s lng mua sm kh ng: - Cng ty nn a sn phm ca mnh vo thm cc siu th hng tiu dng ln khc nh: CO.OP MART, INTIMEX... - Thit lp h thng bn hng qua mng 3.5.3.2. Qun l knh phn phi * La chn cc thnh vin trong knh - i l phi c iu kin tn dng v ti chnh tt. - i l c kh nng tiu th lng hng ln. - i l khng phi l i din chnh thc ca cc i th cnh tranh trc tip. - Phi c v tr v din tch ph hp. - Phi c phng php qun l hot ng bn hng, k hoch tiu th v tn kho r rng.

- Khuyn khch i ng bn hng ca cng ty nhm y mnh vic tiu th thng qua cc chnh sch hng lng v hoa hng tho ng. Cng ty nn thc hin chnh sch hoa hng theo t l ly tin, tc

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- Mt yu t quan trng na l i l phi c mong mun hp tc lm n lu di vi cng ty trn c s hai bn cng c li v tn trng vai tr qun l knh ca cng ty. * Thit lp mi quan h gia cc thnh vin trong knh - To mi quan h tt p gia nhng nhn vin qun l vng v cc i l. Phi lun c thi hp tc gip cng vic phn phi ca i l; cam kt phn chia ri ro nu nh ri ro xy ra trong qu trnh phn phi - Cc i l khng c tranh ginh phm vi th trng ca nhau; i l bn bun c quyn v ngha v cung cp cc sn phm m cng ty phn phi cho cc i l bn l cc tnh m h c bn bun; khng c bn ph gi, tip tay cho vic tiu th hng gi, hng nhp lu. * Gii quyt cc mu thun cn tim tng trong knh - Giao cho cc nhn vin qun l vng gim st hot ng cng nh nhng mu thun ca knh trn a bn ph trch c nhng bo co kp thi v cng ty c bin php x l. - a ra nhng hnh thc khen thng i vi nhng i l thc hin nghim tc, khng gy ra nhng mu thun trong knh; kim sot cht ch hot ng ca cc i l m bo quyn li m cc i l ginh cho ngi bn l v khch hng; c hnh thc x pht thch ng vi nhng i l gy ra mu thun trong knh - T chc thng xuyn hi ngh khch hng nhm gp mt cc i l nhc nh, ng vin, gii quyt cc mu thun trn tinh thn bn bc, quy nh quyn v ngha v ca cc thnh vin knh; to iu kin h tr v cc hot ng xc tin, qung co, h tr v bng rn, biu ng, k hng... 3.5.4. Chnh sch truyn thng Marketing (Promotion) 3.5.4.1. Qung co

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+ Thng ip qung co: Cng ty nn xy dng thng ip qung co n gin, mang nt c trng ring ca giy BQ trn c s Slogan Phong cch thi trang da hay l Phong cch snh iu + Ni dung qung co: Ni ln nhng u im ca sn phm, nh mu m, cht lng, gi c... v nhng u i khc khi khch hng mua s c hng. Ngoi ra cng phi to ra hiu ng mu sc ch o mang tnh nng ng, tr trung cho khch hng mc tiu tui 15 25 thy c khi mua sn phm giy, dp ca cng ty. + Phng tin qung co: Hin nay c rt nhiu phng tin qung co hu hiu cng ty c th la chn qung b hnh nh sn phm ca mnh nh: - Bo: Th hin logo sn phm, slogan, biu tng cng ty, cc a ch bn hng, nu r nhng u im ca sn phm...Mt s bo cng ty nn hp tc l: Mua bn, hoa hc tr, mc tm, cc bo trong trng hc..... - Tp ch: Tp ch thi trang, tp ch gia nh, tp ch ph n, tp ch n ng, tp ch cng ngh, t xe my...y l nhng tp ch m gii tr rt a thch. - Trn truyn hnh: chng trnh tr chi truyn hnh Vietnam Next Top Model, Vietnam Idol, ng ln nh Olympia... hon thnh mc tiu chin lc pht trin rng ri sn phm ca mnh vo th trng mc tiu th cng ty nn la chn cc knh truyn hnh nh VTV3, HTV, VTV6 knh truyn hnh dnh cho gii tr. - Trn Internet: www.dantri.com.vn, www.24h.com.vn, cc trang mng dnh ring cho gii tr nh: www.kenh14.vn, www.tinhte.vn... - Qung co qua cc Pano ngoi tri: cng ty nn u t tip tc vo hnh thc qung co ny vo cc th trng mc tiu m cng ty chun b tin vo nh: Pano gn cc trng i hc, cc trng cp 3... 3.5.4.2. Khuyn mi

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+ i tng khuyn mi: Mi t chc hay c nhn l khch hng ca cng ty. + Mc ch khuyn mi: kch thch tiu th, tng doanh s bn hng v cng c thng hiu. + Thi im khuyn mi: Trong mt nm c rt nhiu ngy l v s kin m cng ty c th la chn lm chng trnh nh: ngy quc t ph n 8/3, ngy ph n Vit Nam 20/10, ngy l tnh nhn 14/2, ngy quc khnh v tu trng khai ging nm hc, ngy khai trng ca hng... + Hnh thc khuyn mi: - Gim gi bn trn tt c cc loi mt hng, thng l 10% - Mua hng km theo qu tng c gi tr ph hp mi la tui. - i vi khch hng trung thnh c th tng th VIP hoc th hi vin v c u i khi mua hng. Khi c sn phm mi cng ty s pht cataloge v c nhn vin a n tn nh nu c yu cu. - Bc thm trng thng: cng ty c th xy dng chng trnh bc thm trng thng cho khch hng vo cc s kin ln vi nhng qu tng c gi tr nh: in thoi di ng, sn phm giy ca cng ty, ba l du lch, n cho hc sinh, my xay sinh t, ng h treo tng, v xem phim Mega star...y l nhng qu tng m khch hng tui 15 25 rt a chung 3.5.4.3. Quan h cng chng - Lin h cc t bo c uy tn ng ti cc bi bo vit v cng ty BQ vi cc ni dung v d nh: Cng ty BQ m thm ca hng, giy BQ sp c t khuyn mi ln, giy BQ tng kt mt nm kinh doanh thnh cng - Ti tr cho cc chng trnh c ngha ln nh: ng h ng bo min Trung l lt, ti tr cho qu ngi ngho, ti tr qu hc bng

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cho sinh vin ngho vt kh, ti tr cho Cup bng thanh thiu nin, ng h m nhc hc sinh sinh vin - Hp bo, t chc hi ngh khch hng cng b kt qu kinh doanh v phng hng hot ng trong nhng nm tip theo. - Tham gia cc hi ch trin lm nh: Hi ch hng Vit Nam cht lng cao, hi ch trin lm cc sn phm cht lng ng Nam KT LUN Trong iu kin kinh doanh c nhiu bin ng vi cc mc cnh tranh quyt lit nh hin nay, chnh sch Marketing- mix ng mt vai tr rt quan trng trong vic nng cao v th cnh tranh, m bo cho doanh nghip tn ti v pht trin trn th trng. Qua mt thi gian nghin cu v cng ty TNHH TM BQ, ti c mt vi nh gi nhn xt v tnh hnh hot ng kinh doanh ca cng ty, thy c nhng mt mnh, nhng u im cn phi pht huy cng nh nhng tn ti v nguyn nhn ca n cn phi khc phc, cn phi ci tin. Qua ti mnh dn xut mt vi quan im xy dng chnh sch Marketing- mix cho sn giy ca cng ty nhm gip cng ty nng cao c hiu qu hot ng sn xut kinh doanh ca mnh. Nhng do thi gian c hn v vi kin thc hn ch nn ti tt nghip ca ti khng trnh khi nhng thiu st. Ti rt mong c s gp ca cc thy, c gio bi lun vn ca ti c hon thin hn. Qua y ti xin chn thnh cm n PGS.TS Nguyn Trng Sn cng anh Phan Hi gim c cng ty BQ tn tnh hng dn, gip ti hon thnh bi lun vn tt nghip ny. nng, ngy thng nm 2011 Hc vin Nguyn Hng Tm