Professional Documents
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n mn hc
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
Nhm thc hin: 8
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2.4.4.2. PR:.............................................................................................................20
2.4.4.3. Khuyn mi: .............................................................................................21
KT LUN..........................................................................................................35
LIU THAM KHO.........................................................................................36
PH LC.............................................................................................................37
NHN XT CA GIO VIN..........................................................................39
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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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+ 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.
Nhm thc hin: 8
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628
58
EPS (VN)
3734
9.2
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
GVHB
LNST
Nm 2009
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Bnh D Nguyt
vi
cc loi ko:
+ Chocobella
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Gi
T 230000 n 400000 VN
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 .
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.
T 100000 n 300000 VN
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Cc loi bnh hp
T 10000 n 70000 VN
Cc loi ko
T 3000 n 35000 VN
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.
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NH MY BIBICA H NI
C: KCN Si ng B, Q.Long Bin, H Ni.
I L
I L
I L
NamVitPlaza
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
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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
- 12h n 12h30
- 1 ln/ngy
- 18h n 18h45
- 31s/ln
VTV1
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+ 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.
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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
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Nm 2007
Nm 2008
Nm 2009
1.418
1.605
1.737
36 t
40,554 t
42,043 t
nhp 2.613.730
2.501.536
2.930.696
2.148.819
2.584.896
352.717
345.800
S ngi
T trng (%)
Trn i hc
0,14
i hc
195
15,70
Cao ng
92
6,80
327
28,00
Lao ng ph thng
945
61,35
1046
69,90
478
32,10
Theo trnh
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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
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e da(T):
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.
im yu(W):
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Bng 2.9. Phn tch SWOT:
Kt hp S-O:
Kt hp S-T:
Hi
nhp
Kt hp W-T:
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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.
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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
50 triu VN
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
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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.
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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
Nguyn Th Thu Th
Phng Th Hin
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
Phn II
Nguyn Th Thu Th
100%
100%
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3.2.1.1. Mi trng vi m
100%
Nguyn Th Thu Th
100%
Phng Th Hin
100%
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