Th trng bia mu m

1. Bia,Vit Nam th gii

Vi mc tiu th 2,7 t lt bia trong nm 2010 (khong 24 lt trn/u ngi/nm, bng 1/10 so vi chu u), Vit Nam tr thnh nc th ba c sn lng tiu th bia cao nht chu , sau Nht v Trung Quc. Theo kho st ca Kantar Worldpanel Vietnam ti 4 thnh ph ln (H Ni, TP.HCM, Cn Th, Nng), t u nm n nay, c khong 120 triu lt bia (tng ng vi 2.900 t ng) c tiu th ti cc h gia nh. c n 80% s h gia nh ti cc thnh ph ny dng bia vi s tin 1,6 triu ng/nm, v mi ngi ung bnh qun 3 ln/tun, mi ln ung t 2-3 chai bia. Theo thng k ca b phn iu tra nghin cu Kirin Holdings, Nht Bn.Trong s 25 quc gia ng u trong danh sch, lng tiu th tng ng k nht l cc nc Nigeria (tng 17,2%), n (tng 17%), Brazil (tng 16%) v Vit Nam vi mc tng 15%.

2. Tnh hnh bia trong nc

Hin ti c khong 400 nh my bia phn b ti 57 trn 61 tnh thnh ca c

nc, tp trung ch yu ti khu vc ng Nam b, ng bng sng Hng, Trung b v NamTrung b. Nhng nh my bia c cng sut trn 100 triu lt ti Vit Nam u c thit b hin i, tin tin, c nhp khu t cc nc c nn cng nghip pht trin mnh nh c, M, ... Cc nh my bia c cng sut trn 20 triu lt cho n nay cng c u t chiu su, i mi thit b, tip thu trnh cng ngh tin tin vo sn xut Cc c s cn li vi cng sut thp vn ang trong tnh trng thit b, cng ngh lc hu, yu km, khng t yu cu v sinh an ton thc phm. Th trng bia c trin vng tip tc tng trng mnh trong thi gian ti. Nu gi cc loi bia sn xut trong nc l bia ni th hin nay, bia ni ang thng th. Th trng bia Vit Nam ang hnh thnh th chn vc vi 3 doanh nghip ln nht l Sabeco, Habeco v VBL. C ba doanh nghip ny ang chim n 95% th phn trong c nc m ng u l Sabeco (51,4%), k n l VBL (29,7%) v Habeco (13,9%). Trong 2,7 t lt bia c tiu th nm 2010, n 1,1 t lt thuc v Sabeco, 600 triu lt thuc Habeco v 700 triu lt ca VBL

Thm vo , Vit Nam c c cu dn s tr vi t l 70% dn s la tui c php s dng cc loi thc ung c cn hp php v s tip tc mang li tim nng pht trin cho ngnh bia ni ring v cc loi thc ung c cn khc ni chung.

3. Sn phm bia dnh cho phi p

Tc dng bia vi ph n: y l loi ung va ngon, va b dng. Hin nay, khng ch cc qu ng mi m bia, m cc qu b cng rt u i vi loi ung ny. Bia l loi thc ung b dng, c sn xut t cc loi nguyn liu chnh l nc, la mch, go, hoa houblon. Sau qu trnh ln men, s cho ra mt loi ung giu dinh dng, c hng thm c trng, cn thp, v ng du v lp bt trng mn vi hm lng CO2 ph hp. Bia cha cht chng oxy ho, axit folic, c th gip bn ngn nga mt s bnh tim mch. Mt ly bia mi ngy c th gip bn ngn nga tnh trng ny. c bit, nhng ph n ung mt cc bia mi ngy s c tr c minh mn hn khi v gi, nguy c suy gim kh nng t duy t hn 20% so vi ph n khng ung. Bn b bnh mt ng? Bui ti, hy ung mt cc bia nh. Chng s gip bn gim cng thng v chng my chc, bn s i vo gic ng tht nh nhng. Trong bia cn cha mt h enzyme kh phong ph, c bit l nhm enzyme kch thch tiu ho amylaza. mt sn phm bia dnh cho ph n vi cn nh, gi tr dinh dng cao, thng

hiu bia mang mt phong cch thanh lch, sang trng. Tuy th trng tiu th bia vit nam l rt ln nhng li cha c 1 sn phm bia no danh ring cho phi p. Phn ln nhng sn phm bia co mt trn th trng ch yu l cc loi bia c cn cao, hng v m dnh cho phi mnh v th khng c ch em ph n a chung. Theo cc tc gi, c ch bo v tim ca bia l nh nhau nam gii khe mnh v ph n tui mn kinh. Cc cng trnh trc mi ch tm thy mi lin h gia vic ung bia ru va phi v s gim nguy c bnh tim nam gii. Th nhng ti sao li khng c mt nhn hiu bia no nhm n i tng ny Vit Nam c? Phi chng s lng ph n ung bia qu t? Vi nhng li ch nh trn th bia dnh cho phi p l 1 phn khc thi trng kh tim nng cho cc hang bia trong thi im hin ti. Cng ty bia AAA vi th mnh l nhng loi bia nh vi cn di 5% v c hng thm rt thch hp vi vic sn xut sn phm bia danh cho phi n v th cng ty nn thc hin th nghim sn phm trn th trng. Hnh thc l cho khch hng n dng th sn phm, sau l thc hin phiu nh gi v sn phm.

Phng php nghin cu

- Phng php: nh lng kt hp vi quan st phng vn vin - i tng phng vn : Gii tnh: n - Ngh nghip: Nhn vin vn phng - tui: 25-60 tui

L do ung bia ca ph n:
Vui v vi bn b, ngi thn, ng nghip

a im ung bia Yu t nh hng

Qun n

- Ngi i cng (bn b, ngi thn, ng nghip)

Thng thc v ngon ca bia

Nh hng

- Nhn hiu

C li cho sc khe

nh

- Nng cn

Mi ngi i chung ai cng ung

Bar

- Dp (L, Tt, ngy k nim)

T m

D ngoi

V yu t c cho l khng h quan trng trong quyt nh l chng trnh khuyn mi nhng c l l do chnh l cc chng trnh khuyn mi hin nay ch nhm n i tng nam gii l chnh.