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VIETHANIT

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LI M U
K t khi ra i cho n nay, Marketing t khng nh mnh nh l mt
khoa hc qun l hin i. Vi l lun c bn l nhn mnh vo nhu cu ca
khch hng, Marketing theo st s bin ng ca th trng ra cc chnh
sch tha mn ti a nhu cu ca khch hng ng thi tho mn mc tiu ca
doanh nghip.
Xy dng chin lc Marketing l nhim v v cng quan trng ca mi
doanh nghip nhm thc hin c hiu qu nht ba mc tiu: li nhun, v th v an
ton.
Trong nn kinh t th trng cnh tranh gay gt, mt doanh nghip mun tn
ti v pht trin th doanh nghip phi tin hnh huy ng mi ngun lc, phi
bit iu hnh tng hp mi yu t nhm t c mc tiu nh sn. Thng
qua chin lc Marketing, doanh nghip c th pht huy ht ni lc hng vo
nhng c hi hp dn trn th trng v v th s gip doanh nghip nng cao hiu
qu kinh doanh, tng cng kh nng cnh tranh trong qu trnh m ca v t do
ha nn kinh t. Vai tr ca chin lc Marketing ni chung khng cn mi m
na nhng thc hin cc hot ng chin lc nh th no c hiu qu nht
li l mi trn tr quan tm ca cc nh qun tr kinh doanh.
Nh chng ta bit trc y, Bibica vn c th mnh truyn thng trong
sn xut ko. Tuy nhin sau khi u t vo dy chuyn sn xut bnh bng lan
mi Bibica Min ng, Bibica cng tr thnh mt thng hiu mnh v sn
phm bnh trong nhng nm gn y.
Bibica 13 nm lin tip t c danh hiu Hng Vit Nam cht lng
cao (t 1997-2009). Cng ty c mt h thng sn phm rt a dng v phong ph
gm cc chng loi chnh: Bnh quy, bnh cookies, bnh layer cake, chocolate,
ko cng, ko mm, ko do, snack, bt ng cc dinh dng, bnh trung thu,
mch nha Ngy 17/12/2001 Bibica chnh thc nim yt c phiu ti trung tm
chng khon thnh ph H Ch Minh (HOSE) vi m chng khon l BBC.
Vi ti: Hon thin chin lc Marketing cho sn phm bnh ko ca
Bibica. Nhm chng ti c gng a ra nhng gii php hon thin thm
chin lc ca cng ty.
Vi trnh v kin thc c hn nn chc chn ti ny khng th trnh
khi nhng thiu st, rt mong nhn c s gp t thy c v cc bn.
Cui cng, nhm chng ti xin chn thnh cm n s gip v ch bo tn
tnh ca Thc s: Hunh B Thy Diu hng dn, gip chng ti hon thnh
chuyn ny.
Xin chn thnh cm n!

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MC LC
MC LC..............................................................................................................2
DANH MC BNG BIU...................................................................................4
DANH MC HNH V........................................................................................5
Phn I: C S L LUN V CHIN LC MARKETING.........................6
1.1. Khi nim v chin lc Marketing..........................................................6
1.1.1. Khi nim v chin lc......................................................................6
1.1.2. Khi nim v chin lc marketing.....................................................6
1.2. Bn cht ca chin lc Marketing...........................................................6
1.2.1. Cn c vo khch hng........................................................................6
1.2.2. Cn c vo doanh nghip.....................................................................6
1.3. Vai tr ca chin lc Marketing..............................................................6
1.4. Tin trnh hoch nh: 5 bc...................................................................7
1.4.1. Xc nh s mnh tm nhn v mc tiu............................................7
1.4.2. Phn tch tnh hnh hin ti ca t chc.............................................7
1.4.3. Phn tch bi cnh hot ng..............................................................8
1.4.4. nh dng cc chin lc kinh doanh.................................................9
1.4.5: Hoch nh chin lc marketing.....................................................10
Phn II: THC TRNG V CHIN LC MARKETING TI CNG TY
BIBICA................................................................................................................12
2.1. Gii thiu chung v cng ty Bibica..........................................................12
2.1.1. Qu trnh hnh thnh.........................................................................12
2.1.2. Qu trnh pht trin ca cng ty Bibica.............................................12
2.1.3. Thnh tu...........................................................................................13
2.2. Chin lc kinh doanh ca cng ty trong thi gian qua........................13
2.3. nh gi hiu qu hot ng kinh doanh trong thi gian qua..............14
2.4. Chin lc marketing ca cng ty trong thi gian qua.........................15
2.4.1. Chin lc sn phm..........................................................................15
2.4.2. Chin lc v gi................................................................................17
2.4.3. Chin lc phn phi ........................................................................18
2.4.4. Chin lc c ng.............................................................................20
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2.4.4.2. PR:.............................................................................................................20
2.4.4.3. Khuyn mi: .............................................................................................21

2.5. nh gi cng tc thc thi chin lc Marketing..................................21


Phn III: HON THIN CHIN LC MARKETING CHO CNG TY
TRONG NM 2010.............................................................................................23
3.1. Tm nhn, s mnh, mc tiu..................................................................23
3.1.1. Tm nhn.............................................................................................23
3.1.2. S mnh..............................................................................................23
3.1.3. Mc tiu..............................................................................................23
3.2. Chin lc kinh doanh trong thi gian n............................................23
3.2.1. Phn tch mi trng Marketing.......................................................24
3.2.1.1. Mi trng vi m......................................................................................24
3.2.1.2. Mi trng v m......................................................................................26

3.2.2. Phn tch mi trng bn trong........................................................27


3.2.2.1. Ngun nhn lc .......................................................................................27
3.2.2.2. Ti chnh...................................................................................................28
3.2.2.3. Ti sn.......................................................................................................29
3.2.2.4. Uy tn thng hiu ...................................................................................29
3.2.2.5. Sn phm, Marketing...............................................................................29

3.3. Hon thin chin lc kinh doanh...........................................................30


3.4. Hon thin chin lc marketing............................................................32
3.4.1. Sn phm............................................................................................32
3.4.2. C ng...............................................................................................33
3.4.3.1. Qung co:................................................................................................33
3.4.3.2. PR .............................................................................................................33
3.4.3.3. Khuyn mi:..............................................................................................34
3.4.3.4. Bn hng trc tip:....................................................................................34

KT LUN..........................................................................................................35
LIU THAM KHO.........................................................................................36
PH LC.............................................................................................................37
NHN XT CA GIO VIN..........................................................................39

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DANH MC BNG BIU


Bng 2.1 Ch s ti chnh nm 2009...................................................................14
Bng 2.2. Bng bo gi ca Bibica.....................................................................17
Bng 2.3. Bng bo gi ca Kinh ..................................................................17
Bng 2.4. Bng bo gi ca Hi H....................................................................17
Bng 2.5. Bng hnh thc qung co nm 2009................................................20
Bng 2.6. S lng cn b, cng nhn vin ca Bibica.....................................28
Bng 2.7. C cu lao ng theo trnh v tnh cht cng vic ( Tnh n ...28
thng 12/2009).....................................................................................................28
Bng 2.8. Bng Phn tch mi trng Marketing v nhn t bn trong cng ty
.............................................................................................................................. 30
Bng 2.9. Phn tch SWOT:...............................................................................31
Bng 2.10. Bng hnh thc qung co nm 2010..............................................33

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DANH MC HNH V
Hnh 2.1. Kt qu kinh doanh nm 2008-2009..................................................14
Hnh 2.2. Hnh nh sn phm Bibica.................................................................16
Hnh 2.4. Hnh v s phn phi sn phm....................................................19
Hnh 2.5. Bibica ti tr cho tr em b xoe ha c DELTA...............................20
Hnh 2.6: Khuyn mi.........................................................................................21
Hnh 2.7. Doanh thu ca Bibica qua cc nm...................................................28
Hnh 2.8: Cc gii thng ca Bibica................................................................29
Hnh 2.9. Sn phm mi ca Bibica...................................................................32

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Phn I: C S L LUN V CHIN LC


MARKETING
1.1. Khi nim v chin lc Marketing
1.1.1. Khi nim v chin lc
Theo Alfred: Chin lc bao hm vic xc nh cc mc tiu c bn, di hn
ng thi la chn cch thc hnh ng thc hin mc tiu la chn.
Theo William J. Glueck: Chin lc l mt k hoch mang tnh thng nht,
ton din c thit k m bo rng cc mc tiu c bn ca doanh nghip s
c thc hin
Nh vy, Chin lc l mt chng trnh hnh ng tng qut nhm hng
ti nhng mc tiu c bn trong tng lai ca mt t chc nht nh.
1.1.2. Khi nim v chin lc marketing
Chin lc Marketing l cch thc m doanh nghip thc hin t c
mc tiu marketing v thng lin quan n 4P.
Chin lc Marketing gii quyt nhng vn sau:
- Th trng cnh tranh l g?
- Khch hng l ai?
- Khch hng l g?
- Cc chnh sch Marketing nh th no?
1.2. Bn cht ca chin lc Marketing
1.2.1. Cn c vo khch hng
Khch hng l c s ca mi chin lc. chin lc Marketing thc s
da vo khch hng, khi xy dng chin lc th doanh nghip phi phn on th
trng: theo mc ch s dng v theo kh nng p ng th trng.
1.2.2. Cn c vo doanh nghip
Khai thc ti a cc li th ca doanh nghip mnh to s khc bit.
1.2.3 Cn c vo i th cnh tranh
Cnh tranh li th ca mnh so vi i th cnh tranh v tp trung cho cc
phn on mnh cho l tt nht.
1.3. Vai tr ca chin lc Marketing
Chin lc Marketing vch ra nhng nt ln trong hot ng ca doanh
nghip. Doanh nghip cn phi nm vng:

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- Doanh s c th gim dn v cnh tranh, v phn phi.


- Khi t n nh cao th mc tng trng ca doanh nghip s chm
li.
- Doanh nghip phi dng nhiu sc lc trong nghin cu th trng.
- Cn kim tra v iu chnh vic s dng cc chi ph hp l v hiu
qu hn trong trng hp lm pht, suy thoi.
1.4. Tin trnh hoch nh: 5 bc
1.4.1. Xc nh s mnh tm nhn v mc tiu
S mnh: l bng cam kt nhng gi tr m doanh nghip c th cung ng
cho khch hang, i th cnh tranh, nh cung ng trong tng lai.
Tm nhn (vin cnh): l hng i, l bc tranh ln m t v nhng gic m
m doanh nghip hng p , nim hy vng v trch nhim, c th t c trong
tng lai.
Mc tiu: l nhng iu m t chc cam kt t c.
+ Mc tiu nh lng.
+ Mc tiu nh tnh.
1.4.2. Phn tch tnh hnh hin ti ca t chc
Cc im mnh (S): Nhng im t chc lm tt hoc nhng c tnh gip
tng cng tnh cnh tranh: mt k nng hoc chuyn mn quan trng, ti sn gi
tr hu hnh, ti nng gi tr, thnh tch hoc gii thng to thnh tch trn th
trng.
+ Li th ca mnh l g?
+ Cng vic no mnh lm tt nht?
+ u th m ngi khc thy c mnh l g?
+ Phi xem xt vn t trn phng din bn thn v ca ngi khc.
Cc im yu (W): l nhng vn m t chc cn phi khc phc: Thiu
vn tr tu, thiu k nng hoc thiu chuyn mn quan trng cnh tranh. Thiu
ti sn v hnh, ti sn t chc, hoc ti sn hu hnh cn cnh tranh. Thiu kh
nng trong mt s lnh vc quan trng (chi ph cao hn i th, thiu vn, )
+ C th ci thin iu g?
+ Cng vic no mnh lm ti nht?
+ Cn trnh lm g?

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Phi xem xt vn trn c s bn trong v c bn ngoi. Ngi khc c th


nhn thy yu im m bn thn mnh khng thy. V sao i th cnh tranh c th
lm tt hn mnh ?
Lc ny phi nhn nh mt cch thc t v i mt vi s tht.
Ba tiu chun:
+ Kh nng c th to ra thm tim nng m rng th phn
+ Kh nng em li nhiu li ch hn cho khch hng.
+ Kh nng to ra nhng sn phm m cc TCT khng th sao chp c.
1.4.3. Phn tch bi cnh hot ng
C hi (O):
+ C hi tt ang u?
+ Xu hng ng quan tm no mnh bit?
C hi c th xut pht t s thay i cng ngh v th trng d l quc t
hay phm vi hp, t s thay i trong chnh sch ca nh nc c lin quan ti
lnh vc hot ng ca Bibica, t s thay i khun mu x hi, cu trc dn s
hay cu trc thi trang., t cc s kin xy ra trong khu vc.
Phng thc tm kim hu ch nht l r sot li cc u th ca mnh v t
t cu hi liu cc u th y c m ra c hi mi no khng. Cng c th lm
ngc li, r sot cc yu im ca mnh v t t cu hi liu c c hi no xut
hin nu loi b c chng.
e da (T):
+ Nhng tr ngi ang gp phi?
+ Cc i th cnh tranh ang lm g?
+ Nhng i hi c th v cng vic, v sn phm hay dch v c thay i
g khng?
+ Thay i cng ngh c nguy c g vi Bibica hay khng?
+ C vn g v n qu hn hay dng tin?
+ Liu c yu im no ang e da Bibica?
+ Cc phn tch ny thng gip tm ra nhng vic cn phi lm v bin
yu im thnh trin vng.
S cnh tranh gia cc doanh nghip trong ngnh:
+ Quyn thng lng tr gi ca nh cung cp.
+ S e da ca hng ha, dch v thay th.

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+ S e da ca i th cnh tranh.
+ Quyn thng lng, tr gi ca khch hng.
1.4.4. nh dng cc chin lc kinh doanh
a. Phn tch tnh hnh kinh doanh hin ti.
b. Trin khai cc chin lc pht trin.
Chin lc cp cng ty Bibica:
Tp trung vo ct li.
Chin lc tng trng.
Chin lc tng trng tp trung:
Chin lc thm nhp th trng: gia tng th phn cho cc sn phm
hoc dch v hin c bng marketing, qung co, truyn thng
Chin lc pht trin th trng: thm nhp vo cc th trng mi vi
cc sn phm, dch v ca doah nghip mnh.
Chin lc pht trin sn phm: pht trin, ci tin cc sn phm v dch
v hin ti trn cc th trng hin c ca mnh.
Chin lc pht trin hi nhp:
Hi nhp thun chiu: thm nhp v thu ht nhng trung gian phn phi
v tiu th sn phm ca doanh nghip (cc i l bn s v l).
Hi nhp ngc chiu: cch thm nhp v thu ht nhng nh cung cp
(ch ng ngun nguyn liu).
Hi nhp ngang: lin kt v thu ht cc i th cnh tranh nhm phn
chia th phn v kim sot th trng. Gm c: Hi nhp theo cng ngh hoc hi
nhp theo th trng.
Chin lc a dng ha:
a dng ha ng tm: t sn phm ban u doanh nghip pht trin
thm dy sn phm xung quanh.
a dng ha hng ngang: Doanh nghip s a ra sn phm mi ca lnh
vc hot ng mi. Nhng sn phm mi ny c th l c trn th trng
nhng trc y doanh nghip cha lm.
a dng ha kt hp: i mi v m rng hng lot nhng sn phm,
dch v mi hon ton khc bit vi sn phm, dch v hin c
Chin lc cp SBU:
Duy tr v dnh li th cnh tranh.
Xc nh cc lnh vc chc nng.
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Phn b cc ngun lc.


+ Chin lc dn o chi ph: Doanh nghip cung cp sn phm vi chi
ph thp nht trong mi quan h vi cc i th cnh tranh.
+ Chin lc to s khc bit ha: to s khc bit t c li th
cnh tranh.
+ Chin lc tp trung: hng vo phc v nhu cu ca nhm hay phn
on khch hng hn ch.
1.4.5: Hoch nh chin lc marketing
a. Hin trng chin lc marketing:
Th trng: quy m, mc tng trng, cc phn on th trng, nhu cu
Sn phm: cht lng, mu m
Gi bn: cao hay thp, ph hp v cnh tranh vi i th khng?
Phn phi: h thng knh phn phi nh th no?
Truyn thng- c ng: hp l, hiu qu?
b. Mc tiu chin lc marketing:
Mc tiu ti chnh: t sut li nhun
Mc tiu marketing: th trng, th phn, tc tng trng.
Sn phm, gi, phn phi, truyn thng- c ng, marketing- mix.
c. Chi ph Marketing.
d. Chng trnh hnh ng.
e. Ngn sch.
f. Kim tra.

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Phn II: THC TRNG V CHIN LC


MARKETING TI CNG TY BIBICA
2.1. Gii thiu chung v cng ty Bibica
2.1.1. Qu trnh hnh thnh
Cng ty c phn Bnh ko Bin Ha l doanh nghip nh nc c phn theo
Quyt nh s 243/1998/Q-TTg ca Th tng Chnh ph ban hnh ngy
1/12/1998. Tin thn ca Cng ty l phn xng bnh ko ca Nh my ng
Bin Ha c thnh lp t nm 1990. Vi nng lc sn xut lc mi thnh lp l
5 tn ko/ngy, Cng ty khng ngng m rng sn xut, nng cao cng sut v
a dng ha sn phm. Hin nay, Cng ty l mt trong nhng n v sn xut bnh
ko ln nht Vit Nam vi cng sut thit k l 18 tn bnh/ngy, 18 tn mch
nha/ngy v 29,5 tn ko/ngy.
2.1.2. Qu trnh pht trin ca cng ty Bibica
Giai on 1990-1993-1994 phn xng bnh c thnh lp v m rng vi
dy truyn sn xut bnh quy hin i tng nng sut n 8 tn/ngy.
Nm 1995 u t mi cho phn xng sn xut mch nha nng sut 18 tn/
ngy.
Nm 1996: Phn xng bnh ko c u t m rng nng nng sut ln
n 21 tn/ ngy. ph hp vi yu cu v qun l, phn xng ko c tch
thnh 2 phn xng: phn xng ko cng 12 tn/ ngy, phn xng ko mm 9
tn/ ngy.
Nm 1997: u t mi dy chuyn sn xut ko do theo cng ngh hin i
ca c vi nng sut 2 tn/ ngy.
+ u t m rng nng nng lc sn xut phn xng ko cng n 16 tn/
ngy.
Ngy 01/12/1998, Th tng Chnh ph k quyt nh s 234/1998 QTTg, ph duyt phng n c phn ha v chuyn phn xng bnh ko v mch
nha ca Cng ty ng Bin Ha t mt b phn ca doanh nghip nh nc
thnh Cng ty C phn Bnh Ko Bin Ha.
Ngy 09/01/1999: u t m rng phn xng bnh ko mm nng cao cng
sut ln n 11 tn/ ngy .
+ u t mi dy chuyn sn xut thng carton v dy chuyn sn xut
khay nha, nhm ch ng cung cp mt phn bao b cho sn xut bnh ko.
Thng 02/2000 Cng ty Bibica vinh d l cng ty bnh ko u tin ca
Vit Nam chnh thc nhn giy chng nhn t tiu chun ISO9002 ca t chc
BVQI_Anh quc.

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Thng 4/2002, nh my bnh ko Bin Ha II c khnh thnh.


Nm 2004, cng ty mnh dn u t vo h thng qun tr tng th doanh
nghip ng thi cng nh du mt bc pht trin mi cho h thng sn phm.
Gia nm 2005, cng ty m rng u t sang lnh vc ung v cho ra i
sn phm bt ng cc vi thng hiu Netsure.
Nm 2006, cng ty bt tay vo xy dng h thng nh my mi ti khu cng
nghip M Phc thuc tnh Bnh Dng
Nm 2007, cng ty c phn bnh ko Bin Ha chnh thc i tn thnh
Cng ty c phn Bibica.
+ Din ra l k kt hp ng hp tc chin lc gia Bibica v Lotte v
Bibica chuyn nhng 30% tng s c phn.
+ T cui nm 2007, Bibica u t vo ta nh 443 L Thng Kit,
TP.HCM. a im ny tr thnh tr s chnh ca cng ty u nm 2008.
3/2008 i hi c ng thng nin ca Bibica c t chc, ln u tin
c s tham d ca c ng ln Lotte.
2.1.3. Thnh tu
Cng ty C phn Bnh Ko Bin Ha l mt trong nhng n v sn xut
bnh ko ln ca Vit Nam
5 nm lin sn phm ca Cng ty c bnh chn l hng Vit Nam cht
lng cao.
Giy chng nhn ISO9002 do t chc BVQI-Vng Quc Anh cp.
13 nm lin tip t c danh hiu "Hng Vit Nam cht lng cao" (t
1997-2009)
2.2. Chin lc kinh doanh ca cng ty trong thi gian qua
Trong thi gian qua, bibica thc hin chin lc hi nhp ngang nhm
lin kt v thu ht cc i th cnh tranh nhm phn chia th phn v kim sot th
trng theo phng thc hi nhp theo cng ngh. ng thi Bibica cng thc
hin chin lc a dng ha sn phm theo hng ngang.
Tp on Lotte - Hn Quc l mt trong nhng tp on bnh ko ln nht
Chu , sau khi tr thnh i tc chin lc, Lotte h tr Bibica trong lnh vc
cng ngh, bn hng v tip th, nghin cu pht trin, phi hp vi Bibica thc
hin d n cng ty Bibica Min ng v to iu kin gip Bibica m rng v
pht trin kinh doanh trong lnh vc bnh ko v tr thnh mt trong nhng cng
ty sn xut kinh doanh bnh ko hng u Vit Nam.
Hot ng sn xut chnh l sn xut cc sn phm bnh ko v mch nha.

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Bibica hp tc vi Vin Dinh Dng quc gia nghin cu v a ra th


trng cc sn phm dinh dng v dinh dng chc nng cho tt c cc i
tng t tr em, b m, ngi gi, n bnh nhn tiu ng, n king
Mc d tnh hnh 2009 d bo s tip tc cn nhiu kh khn nhng Bibica
vn a ra mc tiu gi tc tng trng bnh qun doanh thu 10%, li nhun v
sn xut kinh doanh (khng bao gm ti chnh) tng trn 30% so vi nm trc.
nh hng chin lc tp trung pht trin dng sn phm cao cp ko
Deposite, bnh Pie v thc phm dinh dng. y mnh cc hot ng marketing
cho cc dng sn phm mi nhm to v th dn u trong ngnh hng bnh ko.
M rng quan h hp tc chin lc khuych trng thng hiu, hon
thin doanh nghip v tng cng tim lc ti chnh.
2.3. nh gi hiu qu hot ng kinh doanh trong thi gian qua
Bng 2.1 Ch s ti chnh nm 2009
Doanh thu (T VN)

628

Li nhun thun (T VN)

58

EPS (VN)

3734

T sut li nhun thun (%)

9.2

N phi tr/Vn (%)

18.6

ROA (%)

8.6

ROE (%)

11.3
Hnh 2.1. Kt qu kinh doanh nm 2008-2009

800,000
700,000
600,000

VT: T ng
737,930
627,997

606,168

523,502 544,419
491,683

500,000

440,664
420,514

400,000
300,000
200,000
57,545
20,851

100,000
0
TTS

VCSH

DTT

Nm 2008

Nhm thc hin: 8

GVHB

LNST

Nm 2009

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Nm 2008 l mt nm khng tt ca Bibica khi t 544 t doanh thu v gn


21 t li nhun sau thu, ghi nhn tng trng 20% trong doanh thu nhng li
nhun st gim gn 15% so vi nm 2007. Li nhun gp bin gim hn 3%
xung mc 22,8%.
Nguyn nhn do: Tc tng gi bn thp hn tc tng gi nguyn liu v
cng ty phi thc hin d phng 24 t ng gim gi u t chng khon.
Chn thng u nm 2009, Bibica t 400 t doanh thu v hn 34 t li
nhun sau thu, tng ng ghi nhn s tng trng 6% v 1081% so vi cng k
nm trc. Li nhun gp c ci thin ng k tng hn 6,5% ln gn 30% t
mc 23,2% ca cng k.
iu ny c c nh:
+ Chi ph ti chnh gim 80% do cng ty khng phi thc hin d phng
gim gi u t chng khon.
+ Danh mc sn phm c thu gn hiu qu hn cng vi s gim gi ca
nguyn liu u vo gip t sut li nhun c ci thin.
Doanh thu thun ca Bibica trong nm 2009 vt 5% so vi k hoch v
t 628 t ng. Li nhun trc thu t 65% t ng, tng gp ba ln so vi
nm 2008. Kt qu kh quan trn c c l do Bibica khng cn phi chu gnh
nng chi ph ti chnh nh nm 2008.
Tnh hnh ti chnh ca cng ty rt lnh mnh. Tnh n cui qu 3/2009,
cng ty cn gn 200 t ng tin gi ngn hng, h s n trn vn ch s hu
mc hn 23% kh thp so vi cc doanh nghip cng ngnh.
Th trng: Sn phm c tiu th ch yu th trng ni a (chim
96%-97% tng doanh thu ca doanh nghip. Th trng chnh l khu vc min
Nam trong thnh ph H Ch Minh ng vai tr ch o. Sn phm xut khu
phn ln l cc sn phm mch nha. Tc tng trng ngnh bnh qun 7%-8%/
nm l iu kin thun li Bibica m rng v pht trin th trng.
Tc tng trng doanh s bn l bnh ko giai on 2008-2012 c tnh
t khong 114,71%, cao hn cc th trng khc trong khu vc.
Cng ty u t ngy cng nhiu hn vo nh xng, trang thit b, my
mc nng cao nng lc sn xut kinh doanh ca doanh nghip ngy cng
tng ln nhm p ng c nhu cu ca th trng.
2.4. Chin lc marketing ca cng ty trong thi gian qua
2.4.1. Chin lc sn phm
- i vi cc loi:
+ Cc loi bnh trung thu:

Nhm thc hin: 8

Trang 15

VIETHANIT

Bnh nht nguyt

n mn hc

Bnh Minh Nguyt

Bnh D Nguyt

+ Cc loi bnh hp:

vi

cc loi ko:

+ Chocobella

Hnh 2.2. Hnh nh sn phm Bibica


Bibica l thng hiu mnh trong lnh vc sn xut v kinh doanh bnh ko,
ln th 2 sau Kinh vi 7,2% th phn c nc. Thng hiu Bibica c bit
n nhiu hn k t khi nhn hiu bnh bng lan Hura ra mt th trng (2006).
Trc th mnh ca cng ty l sn xut ko cc loi, phc v phn khc trung
cp v bnh dn. Cng ty cng to s khc bit bng vic hp tc vi Vin Dinh
Dng Vit Nam cho ra i cc sn phm dinh dng dnh cho ngi n king,
ngi tiu ng
Bibica ang n lc c cu li danh mc sn phm, pht trin theo hng cao
cp, vi s h tr mnh m t pha c ng chin lc Lotte, mt trong nhng tp
on bnh ko ln nht chu . Chin lc ny bt u t gia nm 2008 khi
cng ty mnh dn ct b 50 mt hng c t sut li nhun thp.

Nhm thc hin: 8

Trang 16

VIETHANIT

n mn hc

Bao b c thit k p bt mt ph hp vi tng chng loi sn phm. c


bit sn phm bnh c thit k theo tr o ca Nht Bn.
Bibica d nh tng cng u t cho R&D v tip th pht trin cc dng
sn phm cao cp v c ch ng ti phn khc ny. Trong na cui nm 2009,
Bibica tp trung pht trin phn khc cao cp vi vic a ra th trng dng bnh
bng lan Hura Deli v ko sa cng ExKool.
T Q3/2009, cng ty ra mt sn phm ko sa cao cp ExKool v bnh bng
lan Hura Deli, y l dng sn phm c t sut li nhun gp cao v i km vi
chin dch qung b hnh nh mi, bc u c nh gi kh thnh cng. u
nm 2010, bnh Chocopie s tip ni chui sn phm cao cp.
Bnh Chocopie l sn phm c k vng s ng gp ng k vo c cu
doanh thu, d kin bng vi t trng ca bnh bng lan. Cn phi ni thm k
thut sn xut bnh Chocopie kh kh. Trong khi Chocopie vn l sn phm
ni ting ca Lotte th trng nc ngoi. Sn phm Chocopie do Bibica sn
xut s mang thng hiu Lotte, ng thi Lotte cam kt h tr BBC trong chuyn
giao k thut sn xut, vn hnh dy chuyn, phn phi sn phm v xut khu
sang th trng nc ngoi thng qua h thng phn phi sn c ca Lotte.
2.4.2. Chin lc v gi
Sn phm bnh ko ca cng ty c nhiu chng loi, nhiu mu m, khi
lng nn ty thuc vo tng loi sn phm m Bibica a ra cc chnh sch gi
khc nhau.
Bng 2.2. Bng bo gi ca Bibica.
Sn phm

Gi

Bnh trung thu

T 230000 n 400000 VN

Cc loi bnh khc

T 21000 n 100000 VN

Cc loi bnh hp

T 20000 n 80000 VN

Cc loi ko

T 3000 n 40000 VN

Chocobella

T 15000 n 50000 VN
Bng 2.3. Bng bo gi ca Kinh .

Bnh trung thu

T 100000 n 500000 VN

Cc loi bnh hp

T 15000 n 100000 VN

Cc loi ko

T 30000 n 60000 VN

Choco-pie

T 20000 n 60000 VN
Bng 2.4. Bng bo gi ca Hi H.

Bnh trung thu


Nhm thc hin: 8

T 100000 n 300000 VN
Trang 17

VIETHANIT

n mn hc

Cc loi bnh hp

T 10000 n 70000 VN

Cc loi ko

T 3000 n 35000 VN

Nhn t cc bng bo gi trn ta c th nhn thy c rng Bibica nh gi


theo i th cnh tranh.
2.4.3. Chin lc phn phi
Mng li knh phn phi di 2 knh
chnh:
NSX

NBS

NSX

NBL
NBL

NTD
NTD

Cng ty c cc Nh my:
1). Nh my Bibica Bin Ha
C: KCN Bin Ha 1, Tp. Bin Ha,
ng Nai
2). Nh my Bibica H Ni
C: KCN Si ng B, Q.Long Bin, H
Ni
3) Cng ty Bibica min ng
C: Khu cng nghip M Phc 1,
huyn Bn Ct, tnh Bnh Dng.
Hnh 2.3. Phn phi sn phm
Cc Chi nhnh:
1). Chi nhnh Cng ty Bibica ti Tp.HCM: 443 L Thng Kit, Q.Tn
Bnh,TP H Ch Minh.
2). Chi nhnh Cng ty Bibica ti Nng: 267B, ng a, Q.Hi Chu,
TP Nng.
3). Chi nhnh Cng ty Bibica ti Cn Th: 5A1 ng 30/4, Q.Ninh Kiu,
TP Cn Th.
4). Chi nhnh H Ni: ng 206, Khu B, Khu Cng Nghip Ph Ni
A, Huyn Vn Lm, Tnh Hng Yn.
Vi h thng phn phi c xy dng t nm 1994 v c m rng dn.
Cng ty hin c 108 nh phn phi, trong 13 nh phn phi ti khu vc ng
bng sng Cu Long, 42 nh phn phi ti khu vc ng Nam B, 23 nh phn
phi ti khu vc min Trung v 30 nh phn phi ti khu vc min Bc. n nay,
sn phm ca Cng ty c tiu th trn phm vi c nc.

Nhm thc hin: 8

Trang 18

VIETHANIT

n mn hc

NH MY BIBICA H NI
C: KCN Si ng B, Q.Long Bin, H Ni.

I L

I L

I L

NamVitPlaza

Bnh trung thu

i l bnh trung thu


Kinh , Hu Ngh,
Bibica v H Ni.

C: Nh A52-TT17,
Khu th Vn Qun,
H ng, H Ni.

NBL

NBL

C: C6 Kim Lin,
Qun ng a, H
Ni.

NBL

NBL

C: Nh 27 ph
Nguyn Hin, Bch
Khoa, H Ni

NBL

NBL

NGI TIU DNG

Hnh 2.4. Hnh v s phn phi sn phm


Bibica cung cp sn phm qua cc knh bn l, siu th, metro, nh sch, ca
hng gii thiu sn phm, cho hng trc tip v xut khu. Trong knh bn l
chim t trng ln nht.
Bibica hin c khong 40.000 im bn l tri di 62/64 tnh thnh c nc,
tiu th khong 80% sn phm, khong 15% tiu th qua h thng siu th v 5%
xut khu. Cng ty c nh hng s gia tng s im bn l t 10-15% mi nm.
Bibica xut khu sn phm sang M, Nht, Philippines, i Loan, Hng
Kng (Trung Quc), Campuchia, Singapore, Nam Phi, Rp Saudi, Bangladesh...
Song song vi vic pht trin sn phm mi th Cng ty cn y mnh cng
tc tip th v m rng h thng phn phi t c mc tiu tng trng.
Nhm thc hin: 8

Trang 19

VIETHANIT

n mn hc

Ngoi ra, Cng ty c phn Bibica s chnh thc trin khai Chng trnh bn
hng qua mng c tn: Cng Bibica Nim vui nhn 3 trn ton quc, t ngy 20
thng 12 nm 2008 n ht ngy 22 thng 1 nm 2009.
Theo , khch hng c nhu cu mua v chuyn qu Tt (l cc sn phm
bnh, ko ca Bibica) cho ngi thn, ch cn nhp chut vo website
http://www.bibica.com.vn hoc cc website do Cng ty Bibica kt ni.
2.4.4. Chin lc c ng
2.4.4.1. Qung co:
Mc tiu qung co: nhc nh v thuyt phc mi ngi nh n v hy s
dng bibica.
Ni dung qung co: Ly hnh nh mt chuyn gia nghin cu a ra thng
ip S t ph ngon mc ca cng ty Bibica a ra dng thc phm c o
nng cao cht lng cuc sng. Bn bit g v nhng cht sinh hc c b sung
tinh cht Tr xanh, Gc chn, cc tinh cht ny c tc dng h tr d phng bnh
i tho ng, tha cn bo ph, s va ng mch. Trong chic bnh ny cht
to ngt Isoman c ch s ng huyt rt thp. Kt qu nghin cu chng minh
tt cho sc khe mi ngi, k c ngi n king. Cui on qung co Bibica
a ra dng ch: Dinh dng v cht lng cuc sng v Logo ca cng ty,
Giy chng nhn ca vin dinh dng cng hnh nh sn phm.
Bng 2.5. Bng hnh thc qung co nm 2009
Hnh thc

Thi gian

Tn sut

Thng ip

VTV3

- 6h n 7 h

- 2 ln/ngy

- 20h n 20h45

- 31s/ln

Bng chng klhoa


hc

- 12h n 12h30

- 1 ln/ngy

- 18h n 18h45

- 31s/ln

VTV1

Bng chng khoa


hc

Cu trc thng ip: a ra thng ip ng cho a qung co.


Thc hin thng ip: m nhc v ni n c li sng ca mi khch hng.
2.4.4.2. PR:
Gp hi m cho ng bo l chng trnh quyn gp hin vt cu rt cho
ng bo min ni pha Bc ca nhm TNV Cng hnh ng. Nhm quyn
gp c hn 1 tn o qun, chn mn,
Bibica trao tng 70 triu ng cho tr em b x ha c DELTA.
Hnh 2.5. Bibica ti tr cho tr em b xoe ha c DELTA

Nhm thc hin: 8

Trang 20

VIETHANIT

n mn hc

Bibica vi chng trnh Tri tim nhn i: Chun b tt canh dn 2010,


Cng ty c phn Bibica ti tr khong 100 triu ng cc hc sinh, gio vin ti
mt trng hc ti tnh Ph Yn c th xy sa, trang b bn gh cho mt trng
hc. Cng ty cng s trao 20 xe p (hoc 40 sut hc bng) c tng tr gi 20
triu ng cho nhng hc sinh ngho, c hon cnh c bit ti cc thnh ph ln
nh TP HCM, ng Nai, Bnh Dng v H Ni.
2.4.4.3. Khuyn mi:
Bibica ch ng thc hin hng lot cc chng trnh khuyn mi nhm
phc v khch hng, km theo dch v hu mi chu o nht khng qun km theo
li cam kt: 100% sn phm Bibica u m bo cht lng, tuyt i khng c
Melamine.
Khuyn mi ln dnh cho sn phm Hura nh sau:
+ Khi mua 01 hp bnh HURA, khch hng s tm thy ngay 01 gi bnh
may mn bn trong hp. Khch hng x bao b sn phm v tm thng tin pha
bn trong mng gi xc nh gii thng.
+ Thi gian chng trnh: t 01/10/2009 n ngy
30/11/2009.
* 10 gii nht: 01 nhn kim cng
* 20 gii nh: 01 i bng tai kim cng

Hnh 2.6: Khuyn mi

* 50 gii ba: 01 mt dy chuyn kim cng


* Cng vi 50.000 gii khuyn khch mi gii c trng 01 hp bnh
Hura 200g.
2.5. nh gi cng tc thc thi chin lc Marketing
Nhn chung, cc chin lc marketing ca Bibica tng i hon chnh. V
chng ta khng th ph nhn c nhng thnh cng ca Bibica ngy hm nay.
u im
- Sn phm: S dng cng ngh cao vi dy truyn sn xut hin i a ra
cc sn phm mi v tt cho sc khe ngi tiu dng.
+ Pht trin cc sn phm cp cao.
+ Bao b c thit k p bt mt ph hp vi tng chng loi sn phm.

Nhm thc hin: 8

Trang 21

VIETHANIT

n mn hc

+ a ra cc sn phm mi
- Gi: Cc mc gi m Bibica a ra ph hp vi ngi tiu dng
- Phn phi: H thng phn phi rng khp trn c nc, cc sn phm n
trc tip tay ngi tiu dng.
+ Xut khu sang nc ngoi
- C ng: Qung co trn cc phng tin thng tin. Thc hin cc
chng trnh khuyn mi, v cc dch v hu mi.
Nhc im
- Sn phm: S a dng v mu m, khi lng t.
- C ng: t qung co thng xuyn trn truyn hnh.
+ H thng bn hng trc tip cha c.
+ Chng trnh khuyn mi t.

Nhm thc hin: 8

Trang 22

VIETHANIT

n mn hc

Phn III: HON THIN CHIN LC


MARKETING CHO CNG TY TRONG NM 2010
3.1. Tm nhn, s mnh, mc tiu
3.1.1. Tm nhn
Cng ty Bibica l thng hiu mnh trong lnh vc sn xut v kinh doanh
bnh ko ng u trong nc v xut khu mnh ra nc ngoi.
3.1.2. S mnh
Vi chnh sch cht lng khch hng l trng tm trong mi hot ng
chng ti.
Bibica lun hng n sc khe v li ch cho mi ngi.
Bibica vi mong mun ngy cng tr nn gn gi v nng ng hn
trong mt ngi tiu dng.
Bibica khng ngng sng to, to ra nhng sn phm v dch v cao vi
gi c kp l. Thc hin ch i ng tha ng v vt cht v tinh thn nhm
khuyn khch cn b cng nhn vin to ra nhiu gi tr mi cho cng ty ni ring
v ton x hi ni chung.
3.1.3. Mc tiu
M rng quy m v phm vi cc knh phn phi, pht trin th trng ti nhng
vng su vng xa thng qua h thng i l v nh phn phi .
Pht trin th trng xut khu sang nhiu nc.
3.2. Chin lc kinh doanh trong thi gian n
a). nh hng pht trin nm 2010
Theo nhng nh gi nhn nh gn y ca cc t chc quc t cho thy
kh nng kinh t th gii nm 2010 s thot khi suy thoi bt u bc vo chu
k n nh hn, Bibica a ra mc tiu tng trng doanh thu 16% so vi nm
2009 nhm sn phm Hura, Chocopie, mi nhm sn phm chim 15-20% doanh
thu nm 2010. Nhm sn phm bnh m, bt ng cc bnh trung thu 5-10% doanh
thu 2010, pht trin th trng ni a lm cho th phn ni a Bibica tng 8% so
vi 2009. Nm 2010 Bibica tng i ng bn hng trc tip gia tng bao ph
mc tiu tng s im bn ln 90.000 im chim 20% doanh s, xy dng th
trng H Ni, thnh ph H Ch Minh doanh s chim 30% t ph 50%
im bn. Pht trin th trng xut khu mc tiu 2010 t 4 triu USD trong
sn phm Chocopie chim 2,7 triu USD, xut khu chim 9,6% doanh thu cho
cng ty.
b). nh hng pht trin trong tng lai

Nhm thc hin: 8

Trang 23

VIETHANIT

n mn hc

Tp trung khai thc dy chuyn mi u t t bit l dy chuyn Chocopie


trong ni a 50% xut khu 50%, d n nh my Bibica Hng Yn vo nm
2011, thc hin di di nng cp dy chuyn thit b nh my Bibica H ni, xy
dng c s h tng ti Hng Yn tng vn l 28,8 t ng.
Nm 2011 u t thm hai dy chuyn sn xut bnh vi cng sut 10
tn/ngy/dy chuyn vi tng vn u t 208,8 t ng trong xy dng 27 t,
dy chuyn thit b 108 t, chi ph khc 1,8 t, ng thi a vo hot ng di
hnh thc cng ty bibica min Bc TNHH mt thnh vin .
Nm 2012 tip tc u t thm hai dy chuyn sn xut bnh m vi cng
xut 20 tn/ngy/dy chuyn vn u t 181,8 t.
u t y mnh Marketing nhm xy dng cc nhn hng ch lc bnh
bng Lan, kem Hura cleli, bnh Chocopie lotte pie, ko deposte, sn phm cho
ngi tiu ng Quasurre loght. Pht trin h thng phn phi ln 90.000 im
,xy dng trung tm phn phi ti cc thnh ph ln nh H Ni, thnh ph H
Ch Minh, Nng, Cn Th.
3.2.1. Phn tch mi trng Marketing
3.2.1.1. Mi trng vi m
a). Nh cung ng:
Nhng nh cung ng ca Bibica u l nhng tp on, nhng tn tui c
ting trn th trng, cung cp cc ngun lc v sn phm, dch v nguyn nhin
vt liu, ngun nhn lc, rt cn thit cho hot ng ca doanh nghip.
Chnh v vy s thay i gi hay khan him cc ngun lc ny trn th
trng s nh hng rt ln n cc hot ng marketing ca doanh nghip
b). Khch hng:
Khch hng l i tng phc v ca doanh nghip v l nhn t to nn
th trng. Do vy doanh nghip cn phi nghin cu k nhng khch hng ca
mnh trc khi mun tung ra th trng mt sn phm mi.
Bibica hng n mi la tui, mi khch hng t ngi tiu dng, nh sn
xut cho n cc khch hng quc t
c). i th cnh tranh:
i th cnh tranh trong nc:
Cng ty Xy Dng v Ch Bin Thc Phm Kinh (Kinh ): cnh
tranh vi Cng ty v cc sn phm bnh cracker ti cc tnh pha Nam. Vi h
thng phn phi gm 130 i l, sn phm ca Kinh c phn phi trn khp
th trng Vit Nam, c bit ti thnh ph HCM. Kinh rt ch trng n cc
hot ng tip th vi nhiu bin php nh qung co, khuyn mi, t l chit
khu cho cc i l cao v c bit l thit lp h thng cc bakery ti thnh ph
Nhm thc hin: 8

Trang 24

VIETHANIT

n mn hc

HCM, th trng chnh ca Cng ty. Kinh cng ang tin hnh xy dng h
thng cc Bakery ti H Ni. Thng 9 nm 2001, nh my sn xut ti Hng Yn
ca Kinh bt u i vo sn xut,. phc v cho th trng min Bc v Bc
Trung B, Tuy nhin, gi bn sn phm ca cng ty Kinh mc trung bnh
n kh cao so vi cc sn phm ca cc cng ty khc trn th trng, Hin nay,
Kinh chim khong 10% th trng bnh ko trong nc.
Cng ty Bnh Ko Hi H sn xut cc sn phm c nm nhm cookies,
bnh quy, ko cng, ko mm v ko do nhng c th mnh ch yu cc sn
phm ko. Sn phm ca Hi H phc v cho th trng bnh dn vi mc gi
trung bnh thp. Vi hn 100 i l, Hi H thit lp c mt h thng phn
phi 34 tnh thnh trong c nc, tp trung ch yu cc khu vc min Bc v
min Trung. Ch trng ca Hi H l a dng ha sn phm c bit l nhng
sn phm mang hng v c trng ca hoa qu min Bc nh ko chanh, mn
ng thi bo m n nh cht lng sn phm hin hnh, V chin lc tip th
ca Cng ty chim khong 6,5% th trng bnh ko trong nc.
Cng ty Bnh Ko Hi Chu: cng tng t nh Hi H, th trng chnh
ca Hi Chu l cc tnh pha Bc, sn phm phc v cho th trng bnh dn vi
gi bn trung bnh v thp, Hi Chu ang chim khong 3% th trng bnh ko.
Cng ty ng Qung Ngi: bt u tham gia vo th trng bnh ko t
nm 1994, n nay Cng ty c hn 60 sn phm bnh ko cc loi. Th trng
chnh ca cc sn phm bnh ko ca cng ty l khu vc min Trung, Tuy nhin,
do bnh ko ch l mt trong nhiu ngnh hng ca Cng ty ng Qung Ngi,
mc tp trung u t cho bnh ko khng ln. Th phn ca Cng ty ng
Qung Ngi vo khong 2,5 %.
Ngoi ra cn c Cng ty ng Lam Sn, X nghip bnh Lubico, Cng
ty Bnh ko Trng An
i th cnh tranh nc ngoi :
L cc n v c vn u t nc ngoi nh Cng ty Lin doanh
Vinabico-Kotobuki, Cng ty Lin doanh sn xut Ko perfetti cc doanh nghip
ny u c li th v cng ngh do mi c thnh lp khong bn nm tr li
y,
Trong Cng ty Lin doanh Vinaco-Kotobuki c thnh lp ngy
12/11/1992 vi vn ng k kinh doanh l 3.740.000 USD, tp trung vo sn xut
cc loi bnh cookies v bnh bch quy. Tuy nhin, do th trng chnh ca
Vinabico-Kotobuki l th trng xut nhp khu nn cng ty t u t, khng
qung co m rng th phn trong nc. Vinabico-Kotobuki ch chim khong
1% th trng bnh ko trong nc.
Cng ty Lin doanh Sn xut Ko Perfetti - Vit Nam c hnh thnh
vo ngy 22/8/1995 vi vn ng k kinh doanh l 5.600.000 USD, tp trung sn
xut cc lai ko cng cao cp Perfetti tp trung vo cng tc tip th v phn
Nhm thc hin: 8

Trang 25

VIETHANIT

n mn hc

ph . Sn phm ca Perfetti c n nh cht lng mc cao, Perfetti ang


chim khong 60% th trng bnh ko sn xut trong nc.
Bn cnh cc cng ty sn xut ln, cc c s sn xut bnh ko nh
chim mt th phn ln, khong 35%-40% tng sn lng bnh ko sn xut trong
nc.
Sn phm nhp khu chim 30% th phn ( bao gm chnh thc v cha
chnh thc) ch yu t Thi Lan, Malaysia, Hng Kng v Trung Quc Mt s
sn phm bnh ko nhp khu hin nay cc n v trong nc vn cha sn xut
c.
d). Cng chng:
Cng chng l bt k mt nhm no quan tm thc s hay s quan tm n
doanh nghip v c nh hng n kh nng t ti nhng mc tiu ra ca
doanh nghip. H c th h tr hoc chng li nhng n lc ca doanh nghip
ang phc v th trng.
3.2.1.2. Mi trng v m
a). Mi trng kinh t:
Bao gm nhng yu t tc ng n kh nng chi tiu ca khch hng v
to ra nhng mu tiu dung khc bit. Do i hi cc nh marketing phi nhn
bit c cc xu hng chnh v thu nhp trong dn chng v nhng thay i
trong chi tiu ca cc nhm dn chng khc bit.
Nn kinh t c du hiu phc hi:
+ Cc bin php kch thch ca chnh ph (gi kch cu v u t gn 8 t
USD chim 8,6% GDP v gi li sut u i 4% tr gi 1 t USD ) em li kt
qu.
+ So vi nm 2008, tng trng GDP t 3.1% trong qu I/2009. iu ny
c s chng t kinh t Vit Nam ang dn vt qua giai on kh khn v
chnh sch kch thch nn kinh t pht huy tc dng.
+ Tnh hnh sn xut cng nghip bt u c du hiu khi sc, tng
trng thng 8 t 10,6% so vi cng k nm 2008 v gp 2 ln o vi mc tng
trng u nm 2009. Doanh thu bn l thc t gm c mua sm gia nh v cho
doanh nghip tip tc tng mnh, hin vt con s 20%. R rng, hot ng
thng mi ni a ci thin ng k.
- Lm pht:
+ Lm pht li ti din do nguyn nhn t cc tc ng cn bn v p lc
v cu, t l lm pht gim t mc nh 27,9% vo thng 9/2008 xung cn 2%
vo thng 8/2009.

Nhm thc hin: 8

Trang 26

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n mn hc

+ Tuy nhin, p lc v gi li bt u leo thang, ko theo s gia tng v


lm pht.
b). Mi trng chnh tr- php lut:
Nhng quyt nh marketing chu tc ng mnh m ca nhng din bin
trong mi trng chnh tr- php lut. Chnh v vy, nhim v ca nhng marketer
l phi nm vng nhng o lut bo v cnh tranh, ngi tiu dng v x hi.
S n nh v chnh tr v s nht qun v quan im chnh sch ln khin
cc nh u t c ci nhn lc quan v th trng, bi vy y l yu t thu ht mt
s lng ln u t nc ngoi vo Vit Nam.
Mt khc, nn chnh tr n nh cng gp phn thc y sn xut ca doanh
nghip. Doanh nghip khng phi chu sc p v bt n nh chnh tr, c cc iu
kin c s phc v sn xut.
Vit Nam gia nhp WTO mang li cho Bibica cng nh cc doanh
nghip khc trong nc rt nhiu c hi cng nh thch thc.
c). Mi trng vn ha:
C th ni nhng ngi sng trong mt nn vn ha, mi trng x hi c
th c rt nhiu nim tin v gi tr ct li, c khuynh hng tn ti bn lu.
V vy, nhng marketer cn ht sc quan tm ti vic pht hin nhng bin
i v vn ha th c th bo trc nhng c hi marketing v mi e da mi.
iu ny phc v cho vic a ra nhng sn phm ph hp vi c im v xu
hng vn ha ca dn tc.
d). Mi trng cng ngh:
S tin b khoa hc k thut tc ng n th trng lm kch thch s
pht trin nhng sn phm lin quan hoc khng lin quan n k thut mi.
Cng ngh ngy cng pht trin th s ra i ngy cng nhiu v vi tc
ngy cng cao ca cc sn phm mi u vit hn thay th cho cc sn phm hin
hu trn th trng v lm tng sc cnh tranh.
e). Mi trng t nhin:
Mi trng t nhin bao gm cc ngun ti nguyn thin nhin c xem
l nhng nhn t u vo cn thit cho hot ng ca doanh nghip v cn c nh
hng nht nh n nhng hot ng marketing ca doanh nghip nh:
+ S khan him ngun nguyn vt liu
+ Chi ph nng lng tng
+ Mc nhim tng
3.2.2. Phn tch mi trng bn trong
3.2.2.1. Ngun nhn lc
Nhm thc hin: 8

Trang 27

VIETHANIT

n mn hc

Bng 2.6. S lng cn b, cng nhn vin ca Bibica


Cc ch tiu chnh

Nm 2007

Nm 2008

Nm 2009

Lao ng bnh qun

1.418

1.605

1.737

Qu lng, thng thc hin

36 t

40,554 t

42,043 t

nhp 2.613.730

2.501.536

2.930.696

- Trong Lng bnh 2.050.616


qun/ thng

2.148.819

2.584.896

- Thng v cc thu nhp


263.114
khc ngoi lng

352.717

345.800

- Bnh qun thu


(ng/ngi/thng)

thng (bnh qun /thng)


Bng 2.7. C cu lao ng theo trnh v tnh cht cng vic ( Tnh n
thng 12/2009)
Phn loi

S ngi

T trng (%)

Trn i hc

0,14

i hc

195

15,70

Cao ng

92

6,80

Trung cp, CNKT lnh ngh

327

28,00

Lao ng ph thng

945

61,35

Lao ng trc tip

1046

69,90

Lao ng gin tip

478

32,10

Theo trnh

Theo tnh cht cng vic

Cng ty lun ch trng n pht trin


ngun nhn lc.
Bn cnh cng ty cn c rt nhiu
chnh sch tin lng v thng cho cng
nhn.
3.2.2.2. Ti chnh
Hnh 2.7. Doanh thu ca Bibica qua cc
nm

Nhm thc hin: 8

Trang 28

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n mn hc

3.2.2.3. Ti sn
Bibica hin c 3 nh my sn xut ti ng Nai, Bnh Dng v H Ni.
Nh my Bibica Min ng giai on 2 ti Bnh Dng sn xut bnh Chocopie
s i vo hot ng vo u nm 2010, nng cng sut thit k ton cng ty ln
gp i. Sau cng ty tip tc u t xy dng nh my Bibica Hng Yn, d
kin hon tt vo nm 2011. Do vy trong 1-2 nm ti, nng lc sn xut ca cng
ty s c gia tng mnh m.
Nm 2010 nng lc sn xut ca cng ty s tng gp i nh vic nh my
Bibica Min ng giai on 2, sn xut bnh Chocopie i vo hot ng.
3.2.2.4. Uy tn thng hiu

Hnh 2.8: Cc gii thng ca Bibica


Cng ty c nhn cc gii thng: Hng Vit Nam cht lng cao do ngi tiu
dng bnh chn. Chng nhn ISO 9001 : 2000. t cp vng cho thng hiu an
ton v sc kho cng ng trong hai nm lin tip 2004 v 2005 do Cc An Ton
V Sinh Thc Phm- B Y T trao tng. c ngi tiu dng bnh chn l
thng hiu mnh Vit Nam nm 2006 do Bo Si Gn Tip Th t chc.
3.2.2.5. Sn phm, Marketing
Sn phm bnh cao cp Goodies v Hura Deli l hai mn qu c o.
bnh Goodies, ngi dng khng ch hi lng v thit k sang trng, a dng v
chng loi vi cookies chip cranberry, cookies da m nm nay, sn phm ny
cn l bnh Tart vi lp nhn chocolate m c ha quyn vi hng thm ca
b v v ngt thanh khit ca sa. i vi ngi tr tui, bnh Hura Deli l sn
phm ph hp. Bnh bng lan 3 lp c cht lc bng cng ngh hin i m
cng nghin cu v pht trin. Bnh c trang tr hoa vn chocolate trng trn
b mt, kh va ming, li mm tan khi c dng km vi cc loi tr c truyn

Nhm thc hin: 8

Trang 29

VIETHANIT

n mn hc

ca Vit Nam. Hura Deli cn l sn phm tinh ty dnh cho nhng c gi bi


hng v c trng ca sa cao cp v bt m thng hng mang m phong cch
Italy, m bo tiu chun v sc khe.
Ngoi cc sn phm trn, bibica cn c cc sn phm khc: bnh biscuit cc
loi (sn xut trn dy chuyn thit b ca Anh); bnh cookies (sn xut trn dy
chuyn thit b ca M); bnh xp ph chocolate; snack cc loi; ko do... Tng
cng hng nm, Cng ty bibica cung cp cho th trng hn 15.000 tn bnh ko
cc loi.
3.3. Hon thin chin lc kinh doanh
Bng 2.8. Bng Phn tch mi trng Marketing v nhn t bn trong cng ty
C hi(O):

e da(T):

1. Kinh t x hi pht trin, thu nhp 1. i th cnh tranh Kinh


v sc mua gia tng.
ngy cng ln mnh.
2. Vit Nam gia nhp WTO.

2. Yu cu ca khch hng v
3. Mc sng ngi dn khng ngng sn phm ngy cng cao.
nng cao.
3. Ngun nguyn vt liu khan
him.
4. Khoa hc k thut hin i.
5. Lm pht lun mc n nh.

4. Cnh tranh trn th trng


ngy cng gay gt hn.

6. Tim nng ca th trng ni a


5. Vit Nam gia nhp AFTA.
ln.
6. C nhiu sn phm thay th
im mnh(S):

im yu(W):

1. Thng hiu khng nh c 1. Cha khai thc ht c th


ch ng trn th trng.
trng tim nng.
2. H thng phn phi rng khp.

2. Cng tc marketing cha


3. c bnh chn l sn phm c mnh so vi i th cnh
tranh.
cht lng cao t 1997-2009.
4. C nhiu nh my sn xut vi 3. Cng ngh thit b nhn
chung vn cn mc trung
quy m ln.
bnh.
5. Ngun nhn lc di do.
4. Trnh tay ngh cha cao.
6. ng dng c khoa hc k thut
5. Gi hi cao, kh nng cnh
vo sn xut.
tranh cn thp.
7. Dy chuyn sn xut hin i.
8. Vn ln.

Nhm thc hin: 8

Trang 30

VIETHANIT

n mn hc
Bng 2.9. Phn tch SWOT:

Kt hp S-O:

Kt hp S-T:

S1S2S7+O1O3O6: Thc hin chin S1S4S5+T2T3:


lc thm nhp th trng.
ngc chiu.

Hi

nhp

S1S2S8+O1O2O6: Pht trin th S1S2S5S7S8+T1T2T4T6: Hi


trng
nhp ngang
S5S6S7S8+O1O3O4: Pht trin sn
phm.
Kt hp W-O:

Kt hp W-T:

O1O2O4O6+W1W2W4:Thm nhp W2W3+T1T4T6 : Hi nhp


th trng.
cng chiu
O1O3O6+W1W5: Kt hp hng W2W5 + T2: Thm nhp th
ngang
trng.
- S1S3O1O2O3O4: Da vo thng hiu c ch ng trn th trng, cng
vi h thng phn phi rng khp, dy chuyn sn xut hin i v nn kinh t x
hi ngy cng pht trin, i sng c nng cao, sc mua ca ngi tiu dng
tng mnh, th trng ni a y tim nng. Cng ty nhn thy c iu nn
tip tc thc hin chin lc phc v th trng ni a thm nhp ngy cng
su vo th trng ni a.
- S1S2S8+O1O2O6: Khi sn phm cng ty c thng hiu, h thng phn
phi rng khp, vn ln kt hp vi iu kin kinh t trn pht trin cng ty
nn thc hin chin lc m rng th trng ca mnh tng th phn v kh
nng cnh tranh.
- S5S6S7S8+O1O3O4: Cng ty vi th mnh v ngun nhn lc, vn, dy
chuyn hin i, cng vi i sng ca ngi dn ngy cng c nng cao v s
pht trin ca khoa hc k thut. Cng ty nn thc hin chin lc pht trin sn
phm phc v th trng.
- O1O2O4O6+W1W2W4: Vi li th Vit Nam gia nhp WTO, nn kinh t x
hi pht trin, khoa hc k thut hin i, tim nng th trng ni a ln. Da
vo cng ty khc phc nhng im yu ca mnh nh:cha khai thc ht c
th trng tim nng, cng tc marketing cha mnh so vi i th cnh tranh,
trnh tay ngh ca cng nhn cha cao. Qua , ci thin li thm nhp su
hn na th trng hin c.
- O1O3O6+W1W5: V kh nng cnh tranh cn thp, gi vn cn cao hn so
vi mt s i th khc nhng th trng ni a y tim nng.
- S1S4S5+T2T3: Hp tc c nh v lu di vi nh cung cp p ng c
ngun nguyn liu phc v cho sn xut, p ng yu cu ngy cng cao ca
khch hng.
Nhm thc hin: 8

Trang 31

VIETHANIT

n mn hc

- S1S2S5S7S8+T1T2T4T6: Thu ht khch hng ca i th gim p lc cnh


tranh.
- W2W3+T1T4T6 : Hp tc vi i th cnh tranh v mt cng ngh.
- W2W5 + T2 : Tng cng hot ng marketing nhm tng th phn trc khi
cc c s khc thay i cng ngh,
Qua nhng phn tch trn th trong thi gian n cng ty s s dng chin
lc thm nhp th trng cng vi pht trin sn phm tip tc nng cao uy tn
thng hiu Bibica.
3.4. Hon thin chin lc marketing
3.4.1. Sn phm
Hon thin sn phm gi nguyn mu m kiu dng, bao b nhng cho thm
sn phm a dng v khi lng.
Cho ra cc sn phm c khi lng nh nh: 10g, 15g, 20g. ng thi cng
a ra sn phm cp khi lng ln nh: 500g, 700g, 1000g.
Dy chuyn sn xut bnh chocopie t ti Cng ty Bibica min ng cho
ra i sn phm bnh bnh chocopie vi nhn hiu LottePie. Bibica u t xy
dng ti Cng ty Bibica min ng dy chuyn sn xut bnh Layer cake (nhn
hiu Hura).

Hnh 2.9. Sn phm


mi ca Bibica

Tp trung u t pht trin sn phm c doanh thu thp nng cao hiu qu
hot ng v kh nng cnh tranh ca cng ty.

Nhm thc hin: 8

Trang 32

VIETHANIT

n mn hc

Khng ngng pht trin sn phm mi, c o, c cht lng cao, gi thnh
tt v m bo v sinh an ton thc phm.
Thit k bao b sn phm mi, to ra nhiu mu m, a dng v chun loi.
Ngoi ra Bibica nn gi ti khch hng nhng sn phm ngt ngo, c o, thm
ngon v p ng nhu cu dinh dng cho nhng i tng khch hng.
Sn phm lm ra phi lun hng n nhu cu th hiu ngi tiu dng.Tu
vo la tui v s thch ca khch hng m a ra sn phm cho ph hp. p
ng ti a nhu cu khch hng. Hot ng vi chnh sch cht lng Khch
hng l trng tm trong mi hot ng ca chng ti
3.4.2. C ng
3.4.3.1. Qung co:
* a ra tng qung co mi:
- Mc tiu qung co: nhc nh mi ngi nh n bibica.
Ni dung qung co: Mt chng trai hn bn gi i n ti khng may c
vic t xut nn n tr. C gi ngi i mi khng thy u bc mnh nh
b v th thy chng trai n. C ngi im lng khng ni g. Chng trai bit li v
thay cho li xin li bng mt hp bnh vi nhng chic bnh Chocopie thm
ngon y ngha. C gi lng l mn ci nhn chng trai bng nh mt tru mn
thay cho li mun ni.
Bng 2.10. Bng hnh thc qung co nm 2010
Hnh thc

Thi im

Tn sut

Chi ph

VTV3

- 6h30 n 7h

- 3 ln/ngy

70 triu VN

- 11h n 12h

- 50s/ln

-20 n 20 45
VTV1

Thng ip

Cm tnh

-12h n 12h30 - 2 ln/ngy

50 triu VN

-18h n 18h45 - 50s/ln


Tp tr
Radio

2 ln/tun

20 triu VN

- 6h n 7h

3 ln/ngy

30 triu VN

- 10h n 11h

60s/ln

Cm tnh

- 20h n 21h
Website
- Vatgia.com

- bibica.com.vn

3.4.3.2. PR

Nhm thc hin: 8

Trang 33

VIETHANIT

n mn hc

T chc ti tr nhng tr chi hoc cc cuc thi c ngha, chng hn:m


mn ti nng tr, hnh trnh xuyn Vit, Chp cnh thng hiu hoc cc tr chi
gip ngi ngho xo n ngn hng vi tng s tin 100 triu VN.
Ti tr cho trung tm nui dng tr m ci Hoa Mai. a ch Phng Ha
Hi, Qun Ng Hnh Sn, TP. Nng n tt trung thu nm 2010 y tnh
thng vi s tin 20 triu VN.
Vo dp Noel cng ty s t chc chng trnh t thin Tri tim m p vi
s tin 50 triu ng cho qu thiu nhi ngho vt kh.
Tt t thin, Tt m p cng BiBiCa: Gia khng kh trn ngp sc xun ngt
ngo, nng m tnh yu v m sc Xun, cng vi nhiu n v, t chc khc,
cng ty c phn Bibica s ti tr cho nhiu hot ng x hi giu ngha nhn vn
v tung ra nhiu sn phm cao cp, c o trong dp Tt c truyn nm 2011
thp la yu thng, nng m n tng gia nh ngi Vit Nam. Tng s tin
l 50 triu VN.
Bn cnh nhng hot ng x hi giu ngha, trong ma xun rn rng, m
cng ca nm Canh Dn 2010, v l tnh nhn Valentine, Bibica cn tri n khch
hng bng nhng sn phm ngt ngo, c o c tung ra ti 45000 h thng
i l phn phi v 200 siu th ln nh trn ton quc.
3.4.3.3. Khuyn mi:
T chc cc hot ng khuyn mi c bit vo cc ngy l, tt nh:
Gim 10% cho cc i l, bn s, bn l khi mua sn phm ca Bibica vi s
lng ln. T 01/07/2010 n 31/8/2010
Mua sn phm bnh Lottepie v Layer cake s c tng km nhng ti xch
T ngy 01/06/2010 n 30/06/2010.
Khi mua bnh ko Bibica vi s tin t 200.000VN tr ln bn s nhn
c mt th co may mn t 25/05/2010 n ngy 16/08/2010.
Trin hai chung trnh bn hng qua mng, khch hng c th vo website
www.bibica.com.vn mua cc sn phm bnh ko ca Bibica. Khch t hng t
100.000 ng tr ln s c chit khu 5%; c hng dch v gi qu, giao
hng min ph nu t hng 10 gi qu tr gi 150.000 ng tr ln.
3.4.3.4. Bn hng trc tip:
Gi nhng tm catolo n khch hng gii thiu sn phm mi.(T
ngy25/05/2010 n ngy 15/06/2010).
T ngy 25/06/2010 n ngy 15/07/2010 a i ng tip th sn phm ca
cng ty n cc gia nh khu vc Ty Nguyn. Qung b sn phm v bn sn
phm cho khch hng trc tip.

Nhm thc hin: 8

Trang 34

VIETHANIT

n mn hc

KT LUN
Trong xu th ton cu ha hin nay, ranh gii gia vng min, quc gia, cc
th trng khc nhau tr nn m nht, iu lm cho sn phm ca cng ty
n tay ngi tiu dng mt cch nhanh nht. V ng ngha vi iu l mc
cnh tranh ngy cng gay gt khng b hp trong bt c th trng n l no.
Bn cnh trong nn kinh t nhiu thnh phn ang trong thi k qu , cc
doanh nghip ni chung v cng ty Bibica ni ring c t trong mi trng
cnh tranh gay gt v khc lit hn bao gi ht. Cch duy nht doanh nghip
tn ti v pht trin v thch ng vi th trng, nm bt c hi v iu hnh hot
ng sn xut, kinh doanh theo nh hng th trng, phi t duy theo li t duy
Marketing.
S thnh cng ca Bibica khng nh c s ng n v tnh sng to
trong chin lc kinh doanh cng nh trong cc chng trnh Marketing Mix ca
mnh.
Bn cnh s thnh cng vn cn mt s tn ti. Qua nghin cu v tm
hiu v th nhm chng ti a ra nhng kin ng gp gip cng ty hon
thin hn na chin lc m cng ty ang theo ui.
Trong qu trnh lm ti, do kin thc c hn s vn dng l thuyt v thc
t l mt khon cch kh ln nn khng th trnh khi nhng thiu st. Rt mong
nhn c s gp ca thy c v cc bn ti c hon thin hn.

Nhm thc hin: 8

Trang 35

VIETHANIT

n mn hc

LIU THAM KHO


[1] Gio trnh Qun tr hc, Nguyn Th Kim nh, Trng Cao ng CNTT hu
ngh Vit-Hn
[2] http://www.bibica.com.vn
[3] http://thitruongvietnam.com.vn
[4] http://thuonghieuviet.com.vn
[5] http://vuacophieu.com

Nhm thc hin: 8

Trang 36

VIETHANIT

n mn hc

PH LC
n c hon thnh nh s phi hp ca cc thnh vin trong nhm.
Nhim v ca tng thnh vin nh sau:
Nhim v

Tn thnh vin

Phn I

Mc
thc hin

Cao Thin Thun

1.1. Khi nim v chin lc 100%


Marketing

Nguyn Th Thu Th

1.2. Bn cht ca chin lc 100%


Marketing

Phng Th Hin

1.3. Vai tr ca chin lc 100%


Marketing

Trn Th Thu Thng

1.4. Tin trnh hoch nh: 5 100%


bc

Hunh Ngc Ton

Hunh Ngc Ton

Li m u

100%

Kt lun
2.1. Gii thiu chung v cng 100%
ty Bibica
2.4.2. Chin lc v gi.

Phng Th Hin

2.2. Chin lc kinh doanh ca 100%


cng ty trong thi gian qua
2.4.4. Chin lc c ng

Phn II
Nguyn Th Thu Th

2.3. nh gi hiu qu hot 100%


ng kinh doanh trong thi
gian qua
2.5. nh gi cng tc thc thi
chin lc Marketing

Cao Thin Thun

2.4.1. Chin lc sn phm

100%

Trn Th Thu Thng

2.4.3. Chin lc phn phi

100%

Phn III Cao Thin Thun

3.1. Tm nhn, s mnh, mc 100%


tiu
3.2.2.5. Sn phm, Marketing
3.3. Hon thin chin lc
kinh doanh: De da (T)
3.4.1. Sn phm

Nhm thc hin: 8

Trang 37

VIETHANIT

n mn hc
3.2.1.1. Mi trng vi m

Hunh Ngc Ton

100%

3.3. Hon thin chin lc


kinh doanh: C hi(O)
3.4.1. Sn phm
3.2.1.2. Mi trng v m

Nguyn Th Thu Th

100%

3.3. Hon thin chin lc


kinh doanh: im Yu (W)
3.4.1. Sn phm
3.2. Chin lc kinh doanh 100%
trong thi gian n
a). nh hng pht trin nm
2010

Phng Th Hin

b). nh hng pht trin trong


tng lai
3.2.2.3. Ti sn
3.2.2.4. Uy tn thng hiu
3.3. Hon thin chin lc
kinh doanh: im mnh (S)
3.4.2. C ng
3.2.2.2. Ti chnh

100%

3.2.2.1. Ngun nhn lc


Trn Th Thu Thng

3.3.Hon thin chin lc kinh


doanh: Phn tch SWOT
3.4.2. C ng

Nhm thc hin: 8

Trang 38

VIETHANIT

n mn hc

NHN XT CA GIO VIN

Nhm thc hin: 8

Trang 39

VIETHANIT

Nhm thc hin: 8

n mn hc

Trang 40

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