ASSIGNMENT Phn tch chin lc marketing ca cng ty Bitis Chng 1: 1.

Nguyn l Marketing Tng quan ngnh hng v cng ty Bitis

Tng quan v ngnh hng giy dp ti th trng Vit Nam

Hin ti, thi trng giay dep Vit Nam, cc doanh nghip da giay co thi phn ln Vit Nam nh: Vina Giay, Bitis, Asia, hoc it tn tui nh cng ty c phn giay Thai Binh cung thc hin cac chin lc nhm canh tranh ngay trn thi trng ni ia. Bng cch lin tuc nghin cu a ra cac chin lc ca trong ngn han ln dai han nhm nng cao cht lng san phm cua cng ty, ap ng ngay cang cao nhu cu thi trng trong nc. Ngoi s cnh tranh ca cc doanh nghip trong nc ra th cc loi giy dp ngoi nhp t Thi Lan, Trung quc cng l mt thch thc ln trong ngnh da giy ti Vit Nam. c bit s trn lan giy dp Trung Quc bi nhiu mu m p mt, l v khi mang vn m bo c cm gic m, nh. V ngi Vit Nam c xu hng yu thch ci mc hng ngoi nhp. Hin mi ngi dn Vit Nam trung bnh s dng t 1,5-3 i giy/nm, lng tiu th khong 130-240 triu i/nm, tp trung 80% vo sn phm da - gi da c gi di 150.000 ng. Do , tng gi tr th trng giy dp cc loi trong nc t t 11,5 t USD, chim t trng khong 30% so vi kim ngch xut khu v y l mt con s khng nh cho ngnh Da giy. Tuy nhin, ngnh sn xut giy dp ca Vit Nam mi ch ch yu phc v cho xut khu (90% sn lng) m b ng th trng trong nc vi sc tiu th ca hn 87 triu dn. Trong , ngi Vit Nam c xu hng tiu dng hng ngoi hn l hng ni bi nhiu nguyn nhn nh: ngnh da giy Vit Nam ch p ng c 40% nhu cu tiu dng ni a, bn cnh DN vn trong nc (hu ht cng lm gia cng) cng cn ngi lm hng ni do khi chuyn t lm hng xut khu sang hng ni phi thay i kiu dng, mu m, mt s trang thit b trong khi th phn trong nc cha nhiu, cha sc hp dn h u t NGUYN DUY PH 12/12/2012 1

ASSIGNMENT Phn tch chin lc marketing ca cng ty Bitis 1.2 S lc v cng ty Bitis ti Vit Nam 1.2.1 Qu trnh hnh thnh cng ty Bitis

Nguyn l Marketing

Khi nghip t hai t hp sn xut : Bnh Tin v Vn Thnh, thnh lp vo thng 01 nm 1982, ti ng Bnh Tin Qun 6 - TP H Ch Minh vi 20 cng nhn, chuyn sn xut cc loi dp cao su n gin. Nm 1986, hai t hp tc st nhp li thnh Hp Tc X cao su Bnh Tin hot ng ti Qun 6, chuyn sn xut cc loi dp, hi vi cht lng cao, tiu th trong nc v xut khu sang cc nc ng u v Ty u. Nm 1989, Hp Tc X Cao su Bnh Tin l n v ngoi quc doanh u tin ca c nc c Nh nc cho quyn trc tip xut - nhp khu. Nm 1990, cnh tranh vi hng ngoi nhp, Hp Tc X Cao su Bnh Tin u t mi hon ton cng ngh ca i Loan v thc hin sn xut sn phm mi - giy dp xp EVA. Nm 1991, thnh lp Cng ty Lin doanh Sn Qun - n v lin doanh gia HTX Cao su Bnh Tin vi Cng ty SunKuan oi Loan - chuyn sn xut hi, dp xut khu. y l Cng ty Lin doanh u tin gia mt n v kinh t t nhn Vit Nam vi mt Cng ty nc ngoi (thi hn 18 nm). Nm 1992, HTX Cao su Bnh Tin chuyn th thnh Cng ty Sn xut Hng tiu dng Bnh Tin (Biti's) chuyn sn xut dp Xp cc loi, Sandal th thao, Da nam n thi trang, Giy Th thao, Giy Ty, Hi . tiu th trong v ngoi nc. Nm 1995, Cng ty TNHH Bnh Tin ng Nai (Dona Biti's) c thnh lp chuyn sn xut dp Xp cc loi, Sandal Th thao, Da nam n thi trang, Giy Th thao, Giy Ty, Hi . tiu th trong v ngoi nc. Nm 2000, thnh lp Vn phng i din ti Vn Nam, Trung Quc. Nm 2001, Biti's c T chc BVQI v QUACERT cp giy chng nhn t tiu chun h thng qun l cht lng quc t ISO 9001 : 2000. NGUYN DUY PH 12/12/2012 2

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Phn tch chin lc marketing ca cng ty Bitis Nm 2002, thnh lp Trung tm Thng mi Biti's Ty Nguyn. Nm 2005, thnh lp Trung tm Thng mi Biti's Min Bc. Nm 2006, thnh lp Trung tm Thng mi Biti's Lo Cai. Nm 2006, thnh lp Trung tm Kinh doanh Biti's Nng. Nm 2008, thnh lp Chi nhnh Biti's Min Ty. Nm 2009, thnh lp Chi nhnh Biti's Min Nam. Sau 29 nm hot ng (1982 - 2011), Biti's tr thnh nhm Cng ty gm 2 n v thnh vin : Cng ty TNHH SX HTD Bnh Tin (Biti's) v Cng ty TNHH Bnh Tin ng Nai (Dona Biti's). 1.2.2 Tm nhn v s mng ca cng ty Bitis

Vi mong mun v khng ngng n lc tr thnh mt cng ty Vit Nam sn xut giy dp hng u ti sn nh, ng thi khng nh c thng hiu ca trn th trng th gii. cng chnh l tm nhn ca Bitis ngay t nhng ngy u thnh lp. S mng ca Bitis th hin ngay trong cu slogan Nng niu bn chn Vit, Bitis mong mun c th em li s phc v tt nht cho ngi tiu dng Vit Nam, tr thnh nhn hiu u tin ca Vit Nam phc v ngi Vit Nam, vi khu hiu ngi Vit dng hng Vit. Bi mc u t l 70% th trng trong nc, Bitis cng th hin s tp trung ca mnh vo th trng ni a. 1.2.3 Bitis T 2007-2010 Bitis nhn t c mt s thnh tch ng k. Nm 2007, l 1 trong 48 doanh nghip nhn gii thng Thng hiu u ngnh Hng Vit Nam Cht lng cao nm 2007, 1 trong 11 doanh nghip nhn gii thng Trch nhim x hi doanh nghip - ngnh Da giy v Dt may Vit Nam. Trong 3 nm lin 2005 -2006 2007 l Doanh nghip ot Cp vng Top Ten thng hiu Vit Uy tn Cht lng do Lin hip cc Khoa hc v K thut Vit Nam t chc. Nm 2008: t thng hiu quc gia Vit Nam Value. Nm 2010: t thng hiu quc gia Vit Nam Value. NGUYN DUY PH 12/12/2012 3 Kt qu kinh doanh v cc thnh tu t c ca cng ty

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Nguyn l Marketing

Phn tch chin lc marketing ca cng ty Bitis Doanh thu m cng ty Bitis t c trong nm 2009 l 26 triu USD, tng doanh thu xut khu t 15 triu USD. n nm 2010, tng doanh thu t khong 31.2 triu USD, tng doanh thu xut khu t 17.5 triu USD. Mi nm doanh thu ca cng ty tng khong 20% n 30%.

Chng 2: Bitis 2.1

Qu trnh xy dng chin lc sn phm ca cng ty

Cc yu t nh hng n hot ng kinh doanh ca Bitis 2.1.1. Mi trng bn ngoi

Xut Khu: Kim ngch xut khu ca ngnh da giy t 6.523 triu la M, tng 27,3% so vi nm 2010, kim ngch xut khu ca ngnh ti xch ba l t 1.279 triu la M, tng 33,4% so vi nm 2010. Tng kim ngch xut khu ton ngnh t 7.802 triu la M. Ba vng th trng chnh hin nay ca ngnh da giy l EU, M vi Nht vi kim ngch xut khu: VT: Triu USD Th trng EU America Japan Cc khc Tng s 3.994,24 4.767,22 4.066,76 5.122,25 6.549,00 S liu 2011 l s d kin, cha c s liu chi tit ca ngnh ti xch 2007 2.176,83 885,12 114,75 nc 817,54 2008 2.484,72 1.075,13 137,35 1.060,35 2009 2.007,27 1.038,82 122,47 1.060,35 2010 2.403,75 1.407,31 171,96 1.138,62 2011 3.110,80 1.846,80 209,60 1.381,80

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Phn tch chin lc marketing ca cng ty Bitis Giy dp xut khu ca Vit Nam vo th trng M dang ng hng th 2 sau Trung Quc v dn u ti mt s th trng nh Mexico, Brasil Ni a: Tng dung lng th trng ni a c chng 130 140 triu i/nm, c tng tr gi tng ng 1,5 t USD. D kin sn lng giy dp do DN trong nc sn xut v tiu th ni a t mc gn 70 triu i, chim t trng gn 50%. Ngun Nhn Lc v Chm Lo Vic Lm i Sng Ngi Lao ng: Hin nay, ngnh da giy s dng gn 700 ngn lao ng trong c nc. Do sn xut tp trung cc khu vc nh Tp. HCM, Bnh Dng, ng Nai, Long An, Hi Phng, nn phn ln lao ng ca ngnh da giy l nhp c vi t l giao ng t 75% n 85%. Trong : + i ng qun l c trnh t trung cp tr ln chim khong 5% tng s lao ng. + Lc lng lao ng cng nhn qua o to di hn v ngn hn chim trn 50% (trc y con s ny l khong 46%). + Lao ng n vn chim t trng ln vi t l trn 80%. Nm 2011 Hip hi da giy Vit Nam thng qua trng trnh MUTRAP v UNIDO t chc nhiu kha o to ngun nhn lc thit k v marketing. Tng chi ph cho ngi lao ng bnh qun c nc xp x 4 triu ng/ngi/thng (bao gm tin lng, cc khon chnh sch, phc li, tin thng). C bit ti mt s khu vc tp trung nh Tp.HCM, Bnh Dng, ng Nai chi ph ny c th nn n trn 5 triu ng/ngi/thng. Trong nm 2011, cng vic trong ngnh da giy c phn gim nh trong qu I, nhng n nh v tng trong cc qu cn li. NGUYN DUY PH 12/12/2012 5

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Phn tch chin lc marketing ca cng ty Bitis Nm 2011, mc chi thng bnh qun cho mi lao ng trong ngnh da giy c khong mt thang lng thc lnh. Nhiu doanh nghip hon tt vic thu xe a ngi lao ng v qu. Cng Tc i Ngoi. Hip hi lm vic tch cc trong v kin chng bn ph gi giy nhp khu vo Canada. Kt qu, pha Canada hy b ton b v kin. y ban Chu u quyt nh chm dt vic p thu Anti dumping i vi mt s mt hng giy xut khu m da ca Vit nam (16/03). Ti hi ngh WFC din ra Brazil, Vit Nam c cng nhn l nc xut khu giy ln th hai sau Trung Quc v l nc sn xut giy ln th t trn ton th gii. Brazil quyt nh tin hnh iu tra m rng cc bin php chng ph gi i vi giy dp nhp khu ca Vit Nam (10/2011). Mt s nc Nam M ang theo di nhp khu giy dp t Vit Nam vi mc ch gia tng cc bin php bo h. Hip hi tham d nhiu hi ngh, din n quc t v khu vc (Trung Quc, Malaysia, Brasil). 2.1.2. Cc yu t bn ngoi khc Ngun Nguyn Ph Liu. V bao b ng gi: Ngnh ch ng ton b cc loi bao b ng gi cho sn phm cp trung v thp. Tuy nhin, ngnh vn cn phi nhp khong 30% cc loi bao b cao cp nh: tem chng trm, cc loi nhn chng hng gi V da thuc: phn ln vn phi tip tc nhp khu, c bit i vi cc sn phm trung v cao cp. T l nhp khu c nh gi mc 65%, gim nh so vi nm trc. Cc loi , gt giy: Tuy vn cn phi nhp khu nguyn vt liu th nh ht nha, cc tr cht, nhng hu ht cc doanh nghip Vit Nam ch ng c cng NGUYN DUY PH 12/12/2012 6

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Phn tch chin lc marketing ca cng ty Bitis ngh sn xut , gt giy. c bit, doanh nghip trong nc ch ng gn 100% i vi cao su. Cc loi phom giy: Hin nay trong nc gn nh ch ng hon ton, tr mt s doanh nghip FDI phi nhp khu do s phn cng lao ng trong tp on m. Ph liu trang tr: tuy trong nc sn xut c nhiu loi nh ru bng, nhn mc, ri v, khoen, dy giy nhng t l nhp khu i vi ph liu vn cn cao (c khong 40 n 45%). Nhn chung, t l ni a ha tng nhnh hn so vi cc nm trc, mc nhp khu c tnh khong 45% trn tng gi tr nguyn liu sn xut giy v ti xch. V cng ngh: Cc doanh nghip da giy Vit Nam lm ch c cng ngh sn xut. Tuy nhin, vi ngnh ti xch mc lm ch cng ngh cn c phn hn ch, phn ln sn xut vn cn lm trong tay cc doanh nghip FDI nh Hn Quc, i Loan Ngun vn: Trong nm 2011, cc doanh nghip gp rt nhiu kh khn trong vic huy ng vn, c bit l huy ng vn t ngn hng pht trin sn xut. Nghin cu pht trin (R&D): Nhiu doanh nghip Vit Nam lm ch c khu pht trin sn phm, to rp, tp phom nh: Thi Bnh, Bitis, Duy Hng, Thng nh, An Lc, nh Vng

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ASSIGNMENT Phn tch chin lc marketing ca cng ty Bitis

Nguyn l Marketing 2.1.3. Phn tch ma trn SWOT ca cng ty Bitis

C HI (O) Gia nhp WTO Du lch pht trin

THCH THC (T)

IM MNH (S) phi

IM YU (W) nguyn

i th cnh tranh Phn ngoi nc nh: TQ, khp

rng Thiu liu

Cht lng cao Chuyn giao cng ngh Thi Lan Tm l tiu dng hng Gi bnh dn nc ngoi ngoi ca ngi dn Tth trng tim nng chnh sch mt gi Cuc sng con ngi S cnh tranh ca cc c s tn nhim hng giy dp trong ca ngi tiu nng cao nc dng S n nh ca x hi Tnh hnh bo gi C vin o to Th trng nng thn ring hp dn CHIN LC SO CHIN LC ST CHIN LC WO xut, kinh doanh vi gi c chp nhn mi ca

Thiu i thit k Gim li nhun bi chnh sch mt gi S u t b chia ra nhiu lnh vc khc CHIN LC WT

M rng qui m sn Cht lng tt i i Tip thu nhng ci Tm kim nhng nc ngun nguyn Tip thu cng ngh cao khu hiu ngoi mi, ci tin sn phm ngi Vit dng nh mnh nh mnh vo th hng Vit trng ni a, c bit u t dch v h tr l vng nng thn Tm kim ngun doanh s liu r v c sn v Tng cht lng i mi tnh

nng to thm danh ting

nguyn liu mi

im mnh:

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Phn tch chin lc marketing ca cng ty Bitis Bitis cng ty dn doanh c mng li phn phi rng khp t nc, trong nc c 3 Trung tm Thng mi, 1 Trung tm Kinh doanh, 2 chi nhnh v hn 4000 i l ph khp t nc. Hin nay Biti's l mt Cng ty hng u ca Vit Nam trong ngnh sn xut kinh doanh giy dp. Sn phm Bitis chng t th mnh v cht lng, gi c v cung cch phc v vi nhiu nm lin, Biti's c UBND Thnh ph H Ch Minh chn l mt trong nhng sn phm cng nghip ch lc ca Thnh ph v lin tc 14 nm lin t Topten Hng Vit Nam cht lng cao do ngi tiu dng bnh chn. C mt h thng dy chuyn sn xut hin i nhp khu t v i Loan. H thng qun l cht lng ca cng ty c hai t chc BVQI (Anh quc) v Quacert nh gi cao, duy tr v cng nhn tnh hiu lc ca h thng qun l cht lng ISO 9001 phin bn 2000. Bitis c nng lc sn xut giy dp ln, xut xng trn 20 triu i giy dp/nm, vi i ng CBCNV tng ln 9000 ngi. Chnh sch p dng mt gi trn ton quc cng khin ngi tiu dng an tm khi chn mua hng. y c coi l mt th mnh trong chin lc ca Bitis, gip gia tng sc cnh tranh v thng hiu trong khu vc. Biti's cng l cng ty t nhn u tin Vit Nam c ring mt vin o to ca chnh mnh, iu ny to thm th v lc cho Biti's. im yu: Vi Bitis ni ring v ngnh giy dp Vit Nam ni chung l s khan him v nguyn liu, a phn cn phi nhp khu; thiu i thit k, cho nn sn phm cha a dng, cha c nhiu mu m l mt, mu ma chm cai tin c th p ng nhu cu s dng giy dp thi trang vn thay i nhanh chng. Tuy rng chnh sch bn mt gi ca Bitis em li hiu qu ln trong vic chim c lng tin ca ngi tiu dng cho cng ty nhng Biti's phi chp nhn gim mt khon li nhun ng k b vo chi ph vn chuyn n cc vng xa. Trong nhng nm gn y tuy rng Bitis c nhng bc tin trong vic qung b tn tui nhng bi hin nay cng ty ngoi lnh vc giy dp cn u t nhiu lnh vc

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Phn tch chin lc marketing ca cng ty Bitis khc nh bt ng sn , chng khon, nn c phn thiu u t vo cc mu thit k ca mnh. C hi: Hi nhp kinh t quc t gp phn thc y cc c hi pht trin cho Bitis nh vic chuyn giao cng ngh theo chu k nhanh hn ph hp vi yu cu kht khe ca th trng, Vit Nam vi dn s trn 80 triu dn l mt th trng y tim nng. Mt khc, vi i sng ngy cng c nng cao, kh nng mua sm ca x hi ngy cng c ci thin, t nc ngy cng hi nhp su rng vo th gii lm cho ngnh du lch pht trin l nhng c hi ca Bitis. Ch x hi n nh v ang to nhiu c hi thun li cho Bitis ni ring v cc cng ty khc ni chung pht trin thng qua c ch chnh sch ph hp vi tnh hnh trong nc. Song bn cnh th trng nng thn l mt c hi ln cho Bitis, trong th trng ni a, th trng nng thn chim khong 45%, bi nh hng ca Bitis l phn khc khch hng c thu nhp trung bnh. Thch thc: Thch thc trc ht phi k n l s cnh tranh khc lit ca cc mt hng Trung Quc, tuy rng cht lng khng tt nhng mu m p v a dng hn, cng vi gi r bo cng l mt u th ca hng Trung Quc. Ngoi i th l Trung Quc, cn c cc mt hng ca Thi Lan, Malaysia, Nht nh vo tm l chung hng ngoi ca Ngi tiu dng Vit Nam. Cng vi s cnh tranh ca cc mt hng ngoi th cc hng giy dp khc nh ASIA, VINA giy cng l nhng i th nng k ca Bitis. Cng vi s bin ng khng ngng ca th trng, vi tnh hnh bo gi chng mt hin nay l mt thch thc ln khng ch ring i vi Bitis. Chin lc SO:

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Phn tch chin lc marketing ca cng ty Bitis Vic gia nhp WTO, cng vi s n nh ca x hi Vit Nam, cng ty Bitis c nhiu iu kin pht trin v m rng qui m kinh doanh. Trc mt, Cng ty tp trung ngun lc u t cho cc d n trung tm thng mi thc hin m hnh a chc nng, p ng c nhiu yu cu phc v kinh doanh. Bn cnh , Biti's sn sng tham gia cc c hi u t khc hp tc, lin doanh, lin kt m rng v pht trin kinh doanh. Danh sch d n: d n Trung tm Thng mi ca khu Quc t Lo Cai, d n Trung tm Thng mi Bitis Min Bc ti H Ty. Song cng nh bi cnh mi ca t nc m ngnh du lch Vit Nam kh ph trin, lng khch du lch nc ngoi vng lai cng gp mt phn trong doanh thu ca Bitis, tuy doanh thu nhm khch hng ny khng nhiu nhng h c th gp thm phn qung b cho cng ty ra th trng quc t. ng thi s gia nhp WTO to iu kin cho cng ty c th d dng hn trong vic chuyn giao cng ngh, hc hi cc k thut tin tin ca cc nc khc, kt hp vi vic Bitis c mt vin o to ring, nhng iu ny gip cho cc sn phm c th ci tin cht lng ngy mt cao hn v gi thnh ngy cng gim li bn cnh s phc v tt hn ti Bitis. Cng vi s hp l v gi c cng nh cht lng sn phm, Bitis to c nhiu uy tn i vi ngi tiu dng, bn cnh Vit Nam vi dn s hn 80 triu dn l mt tim nng ln i vi cng ty. V gn y Bitis li pht hin c mt th trng v cng ha hn l vng nng thn. Bi doanh thu t vng nng thn chim n 45% tng doanh thu trong ni a ca Bitis. Chin lc ST: Tnh hnh hng ha ngoi nhp trn lan khp th trng gy nhng tr ngi cho ngnh giy dp Vit Nam ni chung, i th nng k ca ta l hng ha Trung Quc bi s a dng v m m v gi c r. Tuy nhin Bitis nm c mt yu t quan trng l hng ha Trung Quc km v cht lng, v ci m cng ty nh vo l sn phm ca cng ty tuy c phn t hn mt t nhng gi c vn chp nhn c v m bo v cht NGUYN DUY PH 12/12/2012 11

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Phn tch chin lc marketing ca cng ty Bitis lng, cng nh cc dch v bo hnh. Cn v cc mt hng ngoi nhp khc nh Thi Lan, Nht th gi c khng phi l thuc loi r, thm ch l cao bi s bt n hin nay ca nhng quc gia ny. khc phc c tm l a hng ngoi ca ngi tiu dng Vit Nam, Bitis nu cao khu hiu ngi Vit dng hng Vit nh vo lng t ho dn tc ca ngi Vit Nam, cng vi cc dch v h tr nh bo hnh ca Bitis cng gp phn thay i cch suy ngh ca ngi tiu dng l mua nhng hng ha c xut x r rng c th m bo c cht lng cng nh nhn c cc khon dch v hu i v lu di. c th khng li vi s cnh tranh khc lit ca cc nhn hng ni a khc, Bitis lun khng ngng tm ti, nghin cu nng cao cht lng v gim gi thnh sn phm. Vi nhng bin ng ln ca th trng cng vi thi k bo gi, tnh hnh kinh t ca ngi dn kh khn hn, h s tit kim chi tiu hn, nht l i vi cc mt hng thi trang, nn ci m cng ty cn lm nht l tm ra c nhng nguyn liu mi r hn nhng vn m bo c cht lng sn phm, c gng tm mi cch ct gim chi ph sn xut c th gim gi thnh sn phm. Chin lc WO: Vic Vit Nam gia nhp WTO l mt c hi Bitis c th nng cao tm cho i ng thit k ca mnh. Chnh s hi nhp gip cho ta c thm tm nhn v cc chnh sch cng nh cc cc tro lu thi trang mi trn th gii, ng thi cng ty cng c th d dng hn trong vic tm kim cc ngun nguyn liu. Tuy Bitis phi chu gim li nhun bi chnh sch mt gi nhng ci c th gip cng ty thu hi li li nhun l doanh s bn ra, ti th trng Vit Nam rng ln v th hiu ca ngi tiu dng vng nng thn.

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ASSIGNMENT Phn tch chin lc marketing ca cng ty Bitis Chin lc WT:

Nguyn l Marketing

i th Trung Quc l mt quc gia vi ngun nguyn liu phong ph v c nhng mt hng vi thit k l mt nu cng ty theo hng i u trc din s kh m dnh c th phn, nn mc tiu ca Bitis nhm vo l tm kim nhng ngun nguyn liu r v c sn trong nc cng vi th mnh l cht lng sn phm ca mnh. i vi i th cnh tranh l nhng cng ty trong nc th ci m ta u vi h khng phi l gi c hay cht lng bi cc sn phm ca h so vi Bitis khng cch bit my v gi v cht lng. iu kin ta dnh chin thng l i mi thng xuyn v tnh nng hay mu m, cng vi s ln mnh v danh ting trn th trng. 2.2 Xy dng mc tiu chin lc

Mi chin lc c cc nh qun tr t ra phi hng n mc tiu nht nh, p ng yu cu trong kinh doanh ca doanh nghip tng thi k. Phn tch nhng hot ng trong vic qun l sn phm ca Bitis c th nhn thy mc tiu chin lc ca thng hiu Bitis thay i qua hai thi k: giai on trc hi nhp v giai on sau hi nhp. giai on trc thi k hi nhp,nn kinh t cn kh lc hu v cha c nh hng r rng, cc thng hiu cn hn ch, ch a dng, cnh tranh ch yu l cnh tranh trong nc, cht lng sn phm c quan tm hng u. Vi nhng iu kin nh th, mc tiu ca Bitis hng n l mc tiu v cnh tranh cng vi mc tiu gia tng sn lng v th phn. T mc tiu ny, Bitis xy dng cho mnh hnh nh mt thng hiu giy dp vi cht lng cao, ni ting v bn v c th phn ng k trong ngnh giy dp trong c nc. Tuy nhin, khi nc ta bc vo thi k hi nhp, nn kinh t m ca, cc thng hiu nc ngoi t vo Vit Nam vi li th v cht lng v thng hiu, cc sn phm tr nn a dang hn, xu hng ngi tiu dng t cung c s thay i. Nhu cu trong ngnh hng giy dp cng t tr nn phc tp hn, bn v gi c khng cn NGUYN DUY PH 12/12/2012 13

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Nguyn l Marketing

Phn tch chin lc marketing ca cng ty Bitis l tiu ch ch yu nh hng n quyt nh mua ca ngi tiu dng. Tam l n chc mc bn tr nn li thi m thay vo l n ngon mc p. Trong tnh hnh kinh t hi nhp vi tnh cnh tranh cao, nhu cu ngi tiu dng phc tp v lun thay i song cc nh quan tr ca Bitis vn khng th bt kp xu th ny v vy h vn cha c nhng i mi cho ph hp giai on u mi hi nhp. S c gng ci tin sn phm c a ra song ch yu vn mang tnh tm thi v khng c chin lc lu di, d n th phn ca Bitis dn st gim, thng hiu ca Bitis khng cn tc ng mnh m n ngi tiu dng nh trc. S st gim c v mt ti chnh ln gi tr thng hiu khin ngun lc ca cng ty Bitis b nh hng dn n u t cho cc chin lc v sn phm tr nn hn ch. T , mc tiu chin lc trong cng tc qun tr sn phm ca Bitis buc phi thay i. V trong khong 5 nm tr li y, Bitis khng cn hng n tng sn lng v th phn na m thay vo l mc tiu hiu qu li nhun nhm duy tr s hot ng ca cng ty, nui dng ngun lc v ch c hi i mi ton din hn. 2.3 La chn phng n chin lc

2.3.1. La chn phng n chin lc: Bt ngun t mc tiu mi l tng hiu qu li nhun, trong iu kin ngun lc cn hn ch, phng n chin lc c a ra cho cng ty giy dp Bitis l gim u vo, gim chi ph v ci tin li ch. Vi phng n chin lc ny, khch hng mc tiu m Bitis hng n l khch hng trung thnh ca thng hiu. Do s thay i trong mc tiu chin lc l hng n li nhun, do v quyt nh nh v sn phm, Bitis khng c s thay i, vn s dng nh v theo hng marketing phn bit, tc l cho ra i nhng sn phm ring bit ph hp cho tng nhm khch hng mc tiu, nh v sn phm theo cht lng, bn, gi c cnh tranh. V vy, phng n chin lc c th ca Bitis l li th chi ph/ gi. Theo , nh qun tr sn phm ca Bitis s tng cng gim chi ph u vo, gim chi ph marketing NGUYN DUY PH 12/12/2012 14

ASSIGNMENT

Nguyn l Marketing

Phn tch chin lc marketing ca cng ty Bitis mc thp nht, c bit l trong tnh hnh lm pht nh hin nay nhm m bo nh v sn phm Bitis kha cnh gi r. ng thi, thc hin ci tin li ch nhm tng cnh tranh v yu t cht lng nh mu m, bn, s tin dng trong sn phm. Tuy nhin, khi thc hin mc tiu mi vi cc phng n la chn, Bitis vn gp nhng kh khn nht nh: S mu thun gia vic tng sn lng gim gi thnh (nh hin tng trong ng cong kinh nghim) vi vic tiu th hng ha v vn gii quyt hng tn kho. S mu thun gia vic nng cao tin ch sn phm, a dng v cht lng sn phm vi vn u t chi ph nghin cu v sn xut sn phm. V vy c th ni, phng n la chn thc hin mc tiu chin lc m Bitis a ra vn cha phi thc s ti u v hiu qu nht, do bn thn mc tiu chin lc khng theo xu hng cnh tranh ca th trng, nu mc tiu li nhun khng t c th rt d dm n nguy suy thoi thng hiu, mt th trng v khch hng. Bn cnh , bi ton v chi ph v gi thnh sn phm khng phi d dng c th gii quyt, l cha k n vic gim gi qu s nh hng rt ln n uy tn ca thng hiu giy dp Bitis. 2.3.2. Xc nh chin lc c bn: Trong tnh th hin ti, thc hin mc tiu la chn, Bitis s tin hnh qun l sn phm theo chin lc tp trung chuyn mn ha. Theo , Bitis s tp trung mi ngun lc v kh nng vo vic sn xut v kinh doanh trong ngnh giy dp, dnh mi tm huyt v cng sc vo vic thit k, sn xut v kinh doanh cc loi giy dp vi li th v s a dng trong mu m, gi thnh thp v uy tn thng hiu sn c. Cho n thi im hin ti, Bitis vn cha c s m rng v lnh vc kinh doanh m vn trung thnh vi ngnh ngh truyn thng. Hin, cc nh qun tr sn phm ca Bitis vn tm kim li i mi, c hi mi trong th trng ca mnh bn cnh vic p NGUYN DUY PH 12/12/2012 15

ASSIGNMENT

Nguyn l Marketing

Phn tch chin lc marketing ca cng ty Bitis dng phng n chin lc trong qun tr sn phm la chn v tin hnh thc hin gn 5 nm qua. Chin lc tp trung chuyn mn ha gip doanh nghip gim thiu c chi ph m rng hoc thm nhp th trng trong tnh trng hn ch v ngun lc nh hin nay, gp phn vo vic m bo gim chi ph v gim gi thnh so vi i th cnh tranh. Chin lc ny cng gip Bitis thc hin vic gi chn khch hng hin ti, gi vng th phn, m bo mc tiu li nhun nhm duy tr sn xut. y l mc tiu quan trng nht ca cng ty Bitis trong tnh hnh kinh doanh khc lit v kh khn nh hin nay. Song, chin lc tp trung chuyn mn ha s khin Bitis hn ch trong vic tm kim c hi th trng v vp phi rt nhiu ri ro kinh doanh nh vn v th hiu tiu dng, s pht trin ca th trng vi ngy cng nhiu i th cnh tranh, cbit l trong ngnh hng c nhiu s thay i trong nhu cu nh ngnh giy dp. Thm ch, s kh khn trong bi ton gi chn khch hng v gia tng li nhun, cha k n vic pht trin th trng gia tng th phn khin cho Bitis gp khng t nhng tr ngi, trong mt s thi im, li nhun ca Bitis ch cn ph thuc vo nhng n hng xut khu. 2.4 Ni dung chin lc sn phm giy dp ca cng ty Bitis 2.4.1 Quyt nh v tp hp sn phm giy dp ca cng ty Bitis

Kch thc tp hp sn phm giy dp ca cng ty Bitis kh l a dng vi nhiu mu sc khc nhau (nh trng, xanh dng, tm, xm, hng, en, , ng, xanh l); phc v cho mi thnh phn t nam n n, tr em n ngi ln. Sau y l bng kch thc tp hp sn phm ca Bitis:

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ASSIGNMENT Phn tch chin lc marketing ca cng ty Bitis

Nguyn l Marketing

Nam Dp Dp lo DLF1118 DLF1121

Tr em

SLF554

DLF1241

SLF710 SLF650 SLF707 SLF708 SLF712 DLF1448

SLF230

SLF575

SLF691

DLF1220

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ASSIGNMENT Phn tch chin lc marketing ca cng ty Bitis Dp thi trang DTM133 DTM1230 THG3057 DXM1229 MBS1240 MBS1605 MBS1678 MBS1727 MBS1731 SDM099 SDM156 Baby xp LS1843 LS1847 THG3060 L237 LBS1968 LBS1969 LBS1978 LBS1969

Nguyn l Marketing

DTB465

DTB467

DTB468

DXB924 DXB926 BX2953 BX2963 BX2981 DXB927

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ASSIGNMENT Phn tch chin lc marketing ca cng ty Bitis Hi HA18601

Nguyn l Marketing

CIS105 CIS109 CIS110 CIS111

Thi n

trang DFW49388 DFW43088 DFW41288

DFW42688

DFW39388

DPW41088 DPW392

DFW42288

DFW39788 NGUYN DUY PH 12/12/2012 19

ASSIGNMENT Phn tch chin lc marketing ca cng ty Bitis Sandals DRM043

Nguyn l Marketing

DXB884 DTB425 DRM054 BX2955 DRM055 BX2960 BX2961 DPB252 SDM177 DRB063 SIM093 DTB463 DTB466

SDM175

Giy vi

DSM528 DSM538

DSW344 DSW340 DSW337 DSM528 DSM538

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ASSIGNMENT Phn tch chin lc marketing ca cng ty Bitis Giy thao th DSM417 DSW339

Nguyn l Marketing DSB428, DSB433, DSB448 DSM442 DSW342 DSB387 DSB432, DSB440,

DSW345 DSM450 DSW40633 DSM451 DSW42533 DSW43733 DSW40533 DSW435 Giy Tennis DSM54233 DSW344

DSB389

DSB431

DSM50633

DSB606 DSB55499 DSB61622

DSM50933

DSB508 DSW388 DSB487 DSW394 Giy chy b DSW432 DSW401 DSM52933 DSW429 DSM54333 NGUYN DUY PH 12/12/2012 21 DSB600

ASSIGNMENT Phn tch chin lc marketing ca cng ty Bitis

Nguyn l Marketing

Cn c vo mi quan h gia mc thay i v tnh a dng ca chng loi sn phm, cho thy Bitis la chn chin lc nng ng linh hot. c bit trong giai on cnh tranh khc lit ca cc thng hiu khc nhau c trong nc v ngoi nc, cc sn phm giy dp trn ngp th trng to cho khch hng nhiu c hi la chn/ so snh sn phm. C th thy, Bitis lun c gng m rng dng sn phm ca mnh, vi s khc bit ln v chng loi sn phm giy dp. Qua nhm p ng nhng nhu cu khc nhau ca khch hng, cng nh tng tnh cnh tranh so vi cc sn phm khc ca nhng cng ty ni/ ngoi nhp hin c trn th trng. Bn cnh , Bitis cng lin tc thay i, ci tin sn phm theo ma v th hiu khch hng tng khu vc. C th l mi qu Bitis a ra th trng 150 mu m mi p ng nhu cu ngy cng tng ca khch hng. 2.4.2 Chu k sng sn phm c bit i vi cc sn phm giy dp th yu t thi trang nh mu m, mu sc c nh hng khng nh n chu k sng sn phm. Th nhng, mi nm c mt xu hng thi trang khc nhau nn mt sn phm giy dp c th l mt ca nm nay, nhng nm sau n tr nn li thi v khng c chn mua na. V th, vic to ra mt sn phm c thi gian lo ho cao l khng cn thit. chnh l l do m cc sn phm giy dp ca Bitis u c tp trung thit k v sn xut theo hng cht lng cao, bn cao v thi gian lo ho cao. 2.4.3 Thit k nhn hiu ca cng ty Bitis 2.4.3.1 Tn gi nhn

Mc d tn gi nhn hiu Bitis khng gi c s lin tng g khch hng v tnh cht, loi sn phm; cng nh cha ng thng tin sn phm, m ch n thun l ghp 2 t u tin trong tn cng ty - cng ty sn xut hng tiu dng Bnh Tin. Tuy nhin, tn gi ny d dng tip cn n khch hng hn, bi tnh d thuc v d nh NGUYN DUY PH 12/12/2012 22

ASSIGNMENT

Nguyn l Marketing

Phn tch chin lc marketing ca cng ty Bitis ca n. Ngoi ra, yu t khng thun Vit ca tn nhn hiu cng to iu kin cho Bitis tham gia vo th trng th gii d dng hn, m khng vp phi ro cn ngn ng trong tn gi nh mt s thng hiu c ph Trung Nguyn, T yu t d nh ny, cng vi uy tn thng hiu Bitis gy dng trong sut nhng nm qua, Bitis la chn chin lc gn tn nhn hiu sn phm vi tn cng ty Bitis. Qua to s thun li hn cho sn phm ca Bitis n vi khch hng trong nc v nc ngoi. 2.4.3.2 Khu hiu - Slogan

Vi khu hiu Nng niu bn chn Vit ch vn vn nm ch nhng i vo lng ngi ca mnh, Bitis li mt ln na khc su hn trong tm tr khch hng v hnh nh thng hiu mnh. Cu khu hiu ca Bitis c nh gi l mt trong s t nhng khu hiu thnh cng ca cc cng ty trong nc, th hin qua bn yu t sau: o Th nht l mc tiu. Qua cu khu hiu Bitis khng nh mc tiu ca cng ty mnh, chnh l s phc v ca Bitis i vi ngi dn Vit Nam. ng thi cng th hin c thng ip Ngi Vit dng hng Vit m Bitis mun gi gm n khch hng. o Th hai l ngn gn. Chnh s ngn gn ca cu khu hiu cng gp phn gip cho khch hng d nh n cng ty. Khi nhc ti cu ny l mi ngi u ngh ngay n cc sn phm ca Bitis. o Th ba l khng phn cm. Cu khu hiu ny ca Bitis to nn mt lin tng rt tht, cng nh to ra mt lin tng hnh tng ca cng ty. ng thi, a tnh dn tc vit ln cao thng qua hnh nh bn chn Vit. o Th t, nhn mnh c li ch sn phm. Bitis mun mi khch hng hiu c rng khi dng sn phm ca Bitis s c cm gic m i thoi mi v Bitis s nng niu trn trng khch hng qua mi sn phm ca mnh. 2.4.3.3 NGUYN DUY PH Biu tng - Logo 12/12/2012 23

ASSIGNMENT

Nguyn l Marketing

Phn tch chin lc marketing ca cng ty Bitis Cc chuyn gia thit k cho rng, logo c tn hoc mt phn tn ca cng ty d c nhn ra nht v chng cng c nh lu nht. Theo k thut ny, Vit Nam, logo ca cng ty Biti's c nh gi l tuyt vi tm quc t. Khi nhn vo logo c th d dng nhn ra c l logo ca cng ty Bitis, iu ny cng gp phn to n tng n khch hng. Logo ca Bitis th hin di hnh thc con ch vi ch Bitis c cch iu vi hai mu l v tng ch o l mu xanh dng. Trn tt c cc sn phm ca mnh, Bitis u in tn nhn hiu mnh ln sn phm.

Logo ca cng ty Bitis 2.4.4 Quyt nh lin quan n c tnh sn phm giy dp ca Bitis 2.4.4.1Cht lng sn phm a. Cht lng thit k Bitis rt quan tm n sc khe ca khch hng, v th ch trng n cc ch tiu c trng ca sn phm nh cao, dc, m chn nhm thit k sn phm giy dp ph hp nht cho i chn cc khch hng ca mnh. Bitis nhn thc c rng: Hng ngy, mi ngi i khng bit bao nhiu bc chn, khi m chn khng m bo s em li nguy c bin chng, trc trc v sc khe. Hn na, bn vng ca cc vt liu cu thnh nn sn phm phi c th nghim, nghin cu v nng, ko, NGUYN DUY PH 12/12/2012 24

ASSIGNMENT Phn tch chin lc marketing ca cng ty Bitis n hi m bo sn phm thc s c an ton. b. Cht lng thc t

Nguyn l Marketing

Do tnh trng giy dp km cht lng, c tp cht v cc cht cm s dng ang trn ngp th trng. Chnh v th m cc sn phm ca Bitis lun m bo khng c cht Azo (Azodai) trong cc nguyn liu cu thnh sn phm. y l cht nu thm thu qua da c th gy ung th. Bitis c T chc BVQI v QUACERT cp giy chng nhn t tiu chun h thng qun l cht lng quc t ISO 9001:2000. Nhiu nm lin nhn c s bnh chn ca ngi tiu dng l hng Vit Nam cht lng cao.

Tiu chun ISO 9001:2000

Tiu chun hng Vit Nam cht lng cao

2.4.4.2c tnh sn phm Cc sn phm giy dp ca Bitis c cc c tnh chung sau: o Tnh mm do : to s n hi, cm gic d dng, thoi mi khi vn ng do s dng loi vt t mm, n hi tt, nhng vn m bo bn theo tiu chun ng k. o Gim sc : Lt c thit k bng EVA, SBR, da tht, Si mm c tnh n hi to s gim sc trong vn ng khi mang, trnh gy tn thng cho cc khp chn khi phi hot ng vi tn s ln. o Ma st : Phn ngoi c thit k cc hoa vn c bit, c ma st cao, chng c trn trt; Rt ph hp vi cc hot ng th dc th thao. o Trng lng : Sn phm Bitis c trng lng nh va phi, c kim sot NGUYN DUY PH 12/12/2012 25

ASSIGNMENT

Nguyn l Marketing

Phn tch chin lc marketing ca cng ty Bitis theo tiu chun ng k, ph hp vi mi hot ng i li hoc th thao, nhng cng m bo tnh mm do, che ch cho bn chn trnh c va p t bn ngoi. o m chn : phn quai c thit k chnh xc va vn vi c chn theo thng s bn chn ca tng vng khc nhau to cm gic an ton khi s dng. o Thng thong : c cc l kh to s thot hi nc ca m hi, m bo khng b m t v khng c mi, ng thi lm gim nhit pht sinh trong giy, to mt m v thoi mi khi mang. o cng ca ngoi : c kh nng chu c lc va p, mi mn cao, nhng vn m bo tnh m du, khng gy cm gic au bn chn. 2.4.4.3Thit k mu m sn phm V mt thit k mu m, cc sn phm giy dp ca Bitis u ch trng n tnh gin d t mu sc n kiu dng, m khng a theo xu hng thi trang tng ma. o V kiu dng ca sn phm giy dp Bitis thng ch l nhng quai cho n gin hoc ch l l nhng i dp kp khng cu k; thnh thong thm vo nhng im nhn n gin nh mt con bm hay mt bng hoa nh ln trn. o V mu sc, nu nh trc y, tng mu ch o ca cc sn phm giy dp ca Bitis thng l mu sm nh xanh en, en... Th gi y, cc mu sc giy dp ca Bitis ni bt v sng hn hn nh nhng mu nhn nh vng, , hng, xanh l... cng rt c cng ty ch trng v gia tng v s lng. Vi thit k nh vy, giy dp ca Bitis ph hp vi la tui trung nin, tr em hay nhng bn gi a thch s gin d; m khng p ng c nhu cu ca cc bn gi nng ng a thch s tr trung, c o.

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ASSIGNMENT Phn tch chin lc marketing ca cng ty Bitis

Nguyn l Marketing 2.4.5 Chin lc thit k bao b sn phm giy dp Bitis

Bitis khng ch trng nhiu n bao b sn phm giy dp ca mnh. Hu ht cc sn phm sau c khch hng mua, u ch c nhn vin ng trong bao xp. Vi mc ch n gin l to thun li cho khch hng vn chuyn sn phm, cng nh bo v sn phm ca mnh trong qu trnh vn chuyn. Chnh vn ny lm gim nhn thc v cht lng ca Bitis trong nhn thc ca khch hng. 2.4.6 Dch v h tr sn phm giy dp cng ty Bitis Cng ty Bitis c ring mt b phn chm sc khch hng. Khi gp bt c rc ri no trong qu trnh s dng sn phm, khch hng c th lin h ngay cho Bitis. Cng ty tin rng y s l c hi ngy cng hon thin vic phc v khch hng. Khi , nhng vn ca khch hng s c gii quyt trit , em li nim tin, s an tm v hi lng ti a cho khch hng. Dch v ny c thc hin thng qua email ca b phn chm sc khch hng ca cng ty Bitis: chamsockhachhang@bitis.com.vn Trn trang ch ca mnh, Bitis c hn mt bi hng dn khch hng la chn giy dp v nu r cng dng ca tng loi sn phm ca mnh. V d nh: dp l, dp lo dng i trong nh, bi bin, thch hp kh hu nng; Cc loi sandal th thao dng mang thng dng ngoi tri cho nhng vng kh hu nng, ph hp tnh thi trang, d ngoi Ngoi ra cn c cc dch v chm sc khch hng khc nh cc chng trnh t vn h tr khch hng tn ni; v trong qu trnh s dng, nu sn phm c g h hng (trong thi hn bo hnh) Bitis s sa cha hoc bi thng cho khch hng. T dch v h tr ny gp phn lm gia tng uy tn sn phm, cng vi tng kh nng cnh tranh ca Bitis hn cc i th cnh tranh khc trn th trng hin nay.

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ASSIGNMENT Phn tch chin lc marketing ca cng ty Bitis Chng 3: Bitis 3.1. Chin lc gi Sn phm Nh cung cp Bitis T&T Trung Quc Bitis Bitas Trung Quc Bitis Bitas Trung Quc v T&T Bitis Thng nh Bitis T&T Trung Quc Bitis Thng nh Bitis Vina giy

Nguyn l Marketing Hot ng marketing h tr cho chin lc sn phm ca

Gi/1 i ( VT: 1000) 50-100 50-70 20-40 100-150 100-120 80-100 80-100 80-100 60-80 120 tr nn 100-150 40-50 30-50 24-40 180-250 130-210 350-550 350-550

Dp xp

Sandal nam

Sandal n

Sandal th thao

Guc g

Giy th thao Giy Ty

Nhn chung gi ca cc sn phm ca Bitis l tng i thp, so vi cc loi giy tng ng ngoi th trng, vi cht liu tt nhng mu m cha p. M nguyn nhn ch yu l do cng ty phi u t ln vo dy chuyn sn xut v nguyn liu u m khng u tin cho khu thit k v nghin cu th trng. y l mt trong nhng l do khin cho Bitis ngy cng tut dc v mt dn trn th trng Vit Nam, l do l hin nay trn th trng c v s chng loi giy khc nhau, NGUYN DUY PH 12/12/2012 28

ASSIGNMENT

Nguyn l Marketing

Phn tch chin lc marketing ca cng ty Bitis mi mc gi cao thp rt d la chn cho ngi tiu dng, ngy nay h cn mt i giy p cht lng chp nhn c l v h c xu hng thay i mu m thng xuyn.Bitis cn nm bt nhng yu t ny nhm ci thin gi bn hp l cho mnh. 3.2. Chin lc knh phn phi H thng phn phi sn phm thng qua cc i l, ca hng ni a cng pht trin mnh trong tng thi k theo nh hng ca Cng ty, bn cnh kinh doanh xut khu cng c m rng. Hng lot cc c s thng mi xut hin : Vn phng i din ti TP. Cn Minh, tnh Vn Nam - Trung Quc c hnh thnh (6/2000), Trung tm Thng mi Ty nguyn, c thnh lp (6/2002) v n thng 10/2002 th Trung Tm Kinh doanh th trng Trung Quc chnh thc hot ng pht trin mnh h thng phn phi sn phm Bitis ti th trng ny. *Th trng Quc t: Cng ty c th trng xut khu hn 40 nc trn th gii: Chu : i Loan, Hn Quc, Malaysia, Nht, Singapore, Thi Lan, .

Trung ng: rp Saudi, Cc tiu vng quc rp thng nht, Israel, Libng,.. Chu u: Anh, BaLan, Bo Nha, an Mch, c, H Lan, Hy Lp, Nauy, Nga, Php, Phn Lan, Ty Ban Nha, Th Nh K, Thy in, Thy S, Chu M: Brazil, Canada, Chile, Ecuador, M, Mexico, Panama, Venezuela, Chu c: Tn Ty Lan, c. *Th trng trong nc: Hin ti Bitis c hn 4500 i l trn ton quc cng h thng vn phng i din, sn phm ti 40 quc gia trn th gii showroom gii thiu. Ti H Ni Bitis c khong 80 i l v ca hng phn b u ti cc qun. Ngoi ra Bitis cn c mt ti cc siu th v trung tm thng mi. Knh phn phi ca Bitis l knh 3 cp: Ngi sn xut - i l bn bun bn l - ngi tiu dng. S lng cc thnh vin trong knh l NGUYN DUY PH 12/12/2012 29

ASSIGNMENT

Nguyn l Marketing

Phn tch chin lc marketing ca cng ty Bitis rt ln. Trong thi gian u khi mi a giy dp ca mnh xm nhp th trng Bitis c nhiu u i i vi i l. Nhng sau i l tr nn qu ln mnh, quay li gy sc p vi cng ty i tng t l chit khu, quan h gia cng ty v i l tr nn cng thng, i l ang nm quyn chi phi th trng. i ph vi tnh hnh ny Bitis buc phi ct hp ng vi mt s i l lm n khng hiu qu, Gii hn phm vi hot ng ca i l, gim t l chit khu cho i l xung cn 8% v tng t l cho bn bun ln 11%. Do trong mt thi gian di ngi tiu dng nhn thy mt hin tng l c mt s i l Bitis ng ca khin h tng lm Bitis ang gp kh khn, ang mt hot ng trn th trng. iu ny khin cho doanh thu ca Bitis st gim nghim trng. Tuy nhin sau khi h thng phn phi n nh tr li, Bitis vn mun tip tc s dng i l nn tng t l cho i l ln 11% , t l chit khu cho bn bun ang l 14% gim xung cn 11%. Cc ca hng ca Bitis thng c t nhng ni ng dn c. Cc ca hng trng by c mt bng rng thit k trang nh, lch s, d dng c nhn ra. Cc sn phm c trng by trong t knh hoc trn gi c cao ph hp cho cc khch hng thoi mi la chn. 3.3. Chin lc truyn thng v xc tin Bitis l doanh nghip rt quan tm ti truyn thng, tip cn khch hng mc tiu. Chi ph cho truyn thng chim 5-10% chi ph sn xut. Ngi tiu dng Vit Nam rt quen thuc vi qung co nng niu bn chn Vit. y c th coi l mu qung co thnh cng ca Bitis v tr thnh bi hc kinh nghim cho nhiu doanh nghip Vit Nam.Qung co ny c thit k v dn dng bi mt cng ty qung co ni ting ca Php vi chi ph ln ti 50000$. Tuy nhin thnh cng m n mang li cho Bitis l khng nh. Chng trnh qung co ca Bitis c thc hin rm r trn nhiu phng tin truyn thng nh truyn hnh, bo, p phchiu ny khin cho thng hiu ca Bitis quen thuc vi ngi tiu dng hn. Nhc n Bitis ngi ta nh ngay ti khu hiu nng niu bn chn Vit. NGUYN DUY PH 12/12/2012 30

ASSIGNMENT

Nguyn l Marketing

Phn tch chin lc marketing ca cng ty Bitis Ngoi ra Bitis cn c nhiu chng trnh khuyn mi nhn dp h, u nm hc, ngy l tt v nhiu li ch khc cho khch hng. Khch hng mua sn phm ca Bitis khi mang v nh khng va chn hoc pht hin ra li sn phm th c th i li ti i l mua trn ton quc. Vo nhng dp c bit cn c chng trnh rt thm trng thng. c bit vi cc khch hng nh tui Bitis thng xuyn tng qu km theo l m, o, bt bi vo u nm hc khi cc em mua sn phm c gi tr trn 100 000. Bn cnh Bitis rt quan tm ti cc hot ng x hi nh tham gia vo cc chng trnh khuyn hc, quan tm gip tr em tn tt, tr m ci Cc chin lc truyn thng ca Bitis c thc hin kh bi bn th hin s quan tm. 3.4. Chin lc :Thng hiu bitis Cng ty rt ch trng vi vic nng cao thng hiu trn th trng ni a vi vic xy dng cc trung tm tip th v cc sn phm ti cc thnh ph ln trn ton quc. Khch hng n vi trung tm ny khng ch tip cn vi nhng mu m mi nht m cn c s phc v tt nht v chuyn nghip nht. c bit cc dch v chm sc khch hng nh chng trnh khuyn mi, t vn h tr s c thc hin ti tn khch hnh, hng pht trin lu di l s u t xy dng cc trung tm phn phi theo hng chuyn nghip v cao cp hn. Cc trung tm tip th v kinh doanh cua Bitis s c xy dng theo ng cc form tn ton quc nhm hng ti nng cao tnh chuyn nghip trong phn phi sn phm.Ngoi ra, chnh sch p dng mt gi trn ton quc cng khin cho ngi tiu dng an tm. y c coi l chin lc pht trin gia tng sc cnh tranh v thng hiu trong khu vc v trn th gii. Hin ti, sn phm Bitis c tiu dng ni a l 70% v 30% xut khu. ng Vu Khi Thnh khng nh:Th trng ni a vn l t sng ca Bitis.Xc nh vic pht trin thng hiu ng hnh cng nng cao cht lng, Bitis thnh lp Vin o to Bitis v cc trung tm chi nhnh trn ton quc o to v o to li cc cn b cng nhn vin p ng nhng yu cu cp nhp trong tnh hnh kinh t hi nhp ra th gii ca hng Vit. y l NGUYN DUY PH 12/12/2012 31

ASSIGNMENT

Nguyn l Marketing

Phn tch chin lc marketing ca cng ty Bitis chin lc c th to th v lc cho Bitis v Bitis cng t ho l cng ty t nhn u tin c mt Vin o to. Khng tho mn nhng g t c, Bitis mnh dn em chung i nh x ngi v chinh phc c nhiu ngi tiu dng nhiu nc, trong nhiu sn phm c khch hng ti th trng kh tnh nh: Anh, Php, M a chung.Ring ti th trng Trung Quc Bitis pht trin hn 20 tng i l v hn 350 i l tiu dng ti hu ht cc tnh min Ty- Nam Trung Quc nh: Trng Khnh, Vn Nam, Qung Tyc mt c Bc kinh v Thng Hi. B quyt xy dng thnh cng thng hiu l cng ty nhy bn nm bt c hi kinh doanh, lun i mi sn phm v cng ngh sn xut, ng k v bo h thng hiu kp thi, ch v tm l kinh doanh ca thng nhnKhai thc trit c hi kinh doanh ti th trng cc nc ln cn cng nh trong khu vc, nhm nng cao t trng sn phm xut khu mang thng hiu Bitis, Theo xu hng hi nhp, Bitis cng xy dng thng hiu Gosto thnh sn phm giy dp thi trang, phc v cho i tng c thu nhp cao, pht trin sn phm giy dp c chng chi th thao, bn cnh l vic tip tc khng nh thng hiu ti th trng truyn thng nh Trung Quc, hng ti th trng tim nng nh Trung ng, Nga, Hoa K. Tt c nhng iu u khng nm ngoi mc tiu, gi vng v tr mt thng hiu mnh ca quc gia.

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ASSIGNMENT Phn tch chin lc marketing ca cng ty Bitis

Nguyn l Marketing

Mt s sut:
C th nhn thy hin nay 2 yu t lm gim kh nng cnh tranh ca Bitis vi cc i th cnh tranh ca mnh trn th trng l gi v mu m kiu dng sn phm. khc phc nhng vn ny, Bitis cn phi Tm kim cc ngun nguyn liu u vo trong nc cho sn phm ca cng ty i vi s vn m cng ty u t cho vic mua trang thit b, xy dng c s h tng th thi gian thu hi vn phi c ko di hn. Cng ty cn phi xem xt cc d n u t vo c s h tng hin nay ca cng ty, phi nh gi chnh xc tnh kh thi v nhng li ch kinh t m d n mang li. Nng cao trnh chuyn mn ha ca i ng thit k sn phm ca cng ty, phi c nhng chnh sch hp l thu ht nhng thit k nhn ti. Kt lun Th trng giy dp tuy khng qu si ng v chu tc ng r rt t nhng thay i trong tnh hnh kinh t do y vn l mt hng thit yu trong nhu cu ca ngi tiu dng. Mt khc, Bitis l thng hiu giy dp phn phc trung bnh, nn tnh cnh tranh ch yu cht lng sn phm ch khng cn thng hiu nh giai on trc. V vy, vn qun l sn phm l rt quan trogn v cn thit i vi Bitis. Vi giai on hnh thnh v pht trin lu di, Bitis vn quen vi li kinh doanh trong mi trng c nn vic bt kp xu hng th trng vn cn rt hn ch trong cht lng sn phm. C th, sn phm ca Bitis a dng v mu m, chng loi nhng yu t thm m, ph hp vi thi trang hin ti th cn kh lc hu v kh c th cnh tranh vi i th c trong v ngoi nc. y l nguyn nhn dn n vic st gim thng hiu Bitis trong thi gian qua, khin th phn ca Bitis thp dn, li nhun b nh hng, kh hng n vic m rng pht trin lu di. V vy, gii quyt tnh trng kh khn hin nay, nhng nh qun tr sn phm ca NGUYN DUY PH 12/12/2012 33

ASSIGNMENT

Nguyn l Marketing

Phn tch chin lc marketing ca cng ty Bitis Bitis cn thc hin tt mc tiu chin lc v tng li nhun, t mi c th nui dng ngun lc u t cho s pht trin ca cng ty v cc vn sn phm ch u t nghin cu th trng, thit k sn phm mi, y mnh hiu qu ca cc n lc marketing. T , Bitis mi c th hng n vic pht trin hay thm nhp th trng, nng cao th phn v xy dng hnh nh thng hiu Bitis c gi tr v bn vng hn trong th trng giy dp trong nc cng nh trong xut khu ra th trng th gii.

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