Tiu lun QT Marketing Ton cu

MUC LUC NOI DUNG

1. LA CHON QUOC GIA MUC TIEU 2. NGHIEN CU TH TRNG HAN QUOC
2.1. 2.2. Moi trng V mo Moi trng Vi mo

3. TNH HNH XUAT KHAU HAT IEU VIET NAM 4. MA TRAN SWOT 5. GII THIEU CONG TY XUAT KHAU 6. XAY DNG KE HOACH MARKETING QUOC TE 6.1. 6.2. 6.3. Muc tieu Marketing Chien lc chu ao Chien lc Marketing Mix

6.3.1. Chien lc San pham 6.3.2. Chien lc Gia 6.3.3. Chien lc Phan phoi 6.3.4. Chien lc Truyen thong

Tiu lun QT Marketing Ton cu 1. LA CHON QUOC GIA MUC TIEU Quoc gia ma cong ty Ha My la chon o la Thai Lan, Han Quoc va Campuchia. Cac yeu to c xem xet khi la chon cac quoc gia bao gom: GDP bnh quan au ngi (trong so 0.3) Tong dan so (tr.so 0.2) Ty le lam phat (tr.so 0.2) Gia tr nhap khau noi a (tr.so 0.2) Lai suat thc (tr.so 0.1) Bang d lieu YU T QUC GIA HN QUC THI LAN CAMPUCHIA
GDP/ngi
$ 20,756.69 $ $ 4,608.12 795.12

Dn s (ngi)
48,875,000 69,122,000 14,139,000

T l lm pht
4% 4% 3%

Nhp khu ni a (US$)

503,205,542,965 203,498,732,688 6,691,502,087

Li sut thc (%)

2% 2% 0

Nguon: World Bank Data Center, nam 20101 Bang quy oi iem e anh gia la chon 0.3 10 5 3 0.2 8 10 3 0.2 6 6 7 0.2 10 8 3 0.1 8 8 0

TRNG S HN QUC THI LAN CAMPUCHIA

QUY I IM (1 - 10)

TNG 8.6 7.1 3.5

Nhn vao bang tren cong ty nhan thay Han Quoc co he so cao nhat do o cong ty chon Han Quoc e xuat khau san pham cua mnh. 2. PHAN TCH TH TRNG HAN QUOC 2.1. a. MI TRNG V M Tng quan v mi trng kinh t:

Hn Quc tr thnh mt nc cng nghip pht trin sau 30 tin ln t mt nc thuc th gii th 3 v hin nay l 1 trong 4 con h chu . Tc tng trng nhanh, GDP trn u
1

Truy cap tai: http://data.worldbank.org/

Tiu lun QT Marketing Ton cu ngi thuc nhm cc quc gia hng u th gii, v vy sc mua ca ngi dn Hn Quc l rt ln. Hin nay cc ngnh sn xut mi nhn ca Hn Quc l: Ngnh cng nghip in t s Ngnh cng nghip thng tin vin thng Ngnh cht bn dn Ngnh cng nghip t Ngnh cng nghip thp Ngnh cng nghip ng tu Ngnh cng nghip dt Ngnh cng nghip ph tng nguyn liu

Hn Quc l nn kinh t ng th 15 th gii vi hm lng sn xut cng nh rt cao. Tuy nhin, vi t trng nng nghip ch chim 3% trong c cu nn kinh t, gn 75% lng thc phm tiu th ni a ca Hn Quc phi nhp khu. c bit, cc loi khong sn, nng lm thy sn, rau qu nhit i, hng th cng m ngh... l nhng mt hng c trin vng th trng Hn Quc v y l nhng mt hng nhu cu thit yu ca ngi dn Hn Quc m nc ny cn thiu hoc khng t sn xut c. Ngi Hn Quc chi 14.2% tng thu nhp hng thng cho mua lng thc, cc loi ng cc, cc sn phm bnh, sa, bnh ko v c ph gia tng ng k trong khong thi gian t nm 2007 cho n nay, mt hng thy sn ti sng, rau qu li tng i gim. GDP: GDP theo PPP: GDP/u ngi: T l tng trng GDP: Lc lng lao ng: T l tht nghip: T l lm pht: T l li sut: 3,7 % 2,8% 2,0% 1014 t USD (2010) 1422 t USD (2010) 20.756 USD/nm (2010) 6% 24,4 triu ngi

T gi hi oi so vi ng la M: 1 USD =150,8 KRW (Won) Kim ngch xut khu: 422,6 t USD Cc mt hng xut khu ch lc: Thit b bn dn, thit b vin thng khng dy, t, my tnh, thp, tu bin, ho du Cc i tc xut khu: Trung Quc (21,5%), M (10,9%), Nht Bn (6,6%), Hng Kng (4,6%) Kim ngch nhp khu: 503.3 t USD

Tiu lun QT Marketing Ton cu Cc mt hng nhp khu: My mc, thit b in t, du, thp, thit b giao thng, ho cht hu c, nha. Cc i tc nhp khu chnh: Trung Quc (17,7%), Nht Bn (14%), M (8,9%), rp X t (4,4%), Australia (4,1%)

Th trng Hn Quc kh kh tnh i vi thc phm nhp khu, ngoi cc tiu chun cht lng th thm nhp th trng ny, cc doanh nghip cn tm c i tc tt. b. Vn ha tiu dng v con ngi Hn quc nh hng n c hi ca sn phm ht iu Hn Quc l th trng ln vi 48 triu dn v thu nhp bnh qun u ngi khong 20 ngn USD/nm Khu v : thch n cay m thc Hn Quc lin quan n vic s dng rt nhiu ti (nhiu hn trong thc phm Thi Lan , , Ty Ban Nha hay Hy Lp m thc), rt nhiu t , loi gia v nh gng, doenjang (dn ln men u nnh), nc tng v gochujang (mu t bt). Cc du n thng c s dng bi ngi Hn Quc l du m. Thch mua nhng l hng nh, t mua hng qu to C xu hng tiu dng thin v thu sn, go, ng cc, s dng sn phm khng s dng ho cht, t calo v cht bo, khng s dng thc phm s dng cng ngh bin i gen thay th cho cc sn phm tht Ngi tiu dng Hn Quc a thch vic mua sm thc phm ti cc siu th, i siu th hn l cc ca hng bn l, c bit l tn dng trit nhng t khuyn mi gim gi. Thc phm c by bn trong cc siu th, i siu th ca Hn Quc rt ln: c tnh trong siu th ln ti 85% v i siu th l 51%. Knh bn hng qua tivi cng ng vai tr khng nh trong vic tiu th hng ha Hn Quc. Ngi Hn Quc c thi quen s dng ru sochu nhm vi cc mn n gn nh trong cc bui t tp tr chuyn vi nhau khi thi tit tr lnh, cc mn n c th l da kim chi hoc cc mn lc rang. Ngi tiu dng Hn quc mua sm theo thng hiu, ngha l sn phm t cc thng hiu ln trn th gii, c qung b rng ri, hoc phi thng qua nhng cng ty phn phi ni a c uy tn. Khng s dng cht bo qun, mu thc phm, m chnh (bt ngt) v thnh phn nguyn liu t thc phm bin i gene trong hng ha xut khu sang th trng ny. c. Yu t t nhin:

Hn quc l nc c kh hu n i, c bn ma r rt. Ma xun v ma thu kh ngn, ma h nng v m t, ma ng th lnh v kh v tuyt ri nhiu. Kh hu cng

Tiu lun QT Marketing Ton cu khc nhau ti cc vng trn t nc, vi nhit trung bnh t 6oC(43oF) n 16oC. Nhit trung bnh vo thng 8, thng nng nht trong nm l t 19oC(66oF) n 27oC (81oF), trong khi vo thng 1, nhit vo thng 1, thng lnh nht trong nm l -8oC (17oF) n 6oC (43oF). Do thi tit Hn Quc lnh v kh, iu nh hng n khu v v thi quen tiu dng ca ngi dn, h thch dng cc mn n nng st hoc phi tht cay. Thi tit lnh v kh, rt thch hp gi c cc gi tr dinh dng ca sn phm, cng nh thi gian bo qun lu kho iu rt quan trng cc loi sn phm nng sn nhp khu di ngy. d. Nghin cu v mi trng php lut trong kinh doanh v cc quy nh cn thit khi nhp khu sn phm: Quy nh v nhn hng thc phm nhp khu Theo lut nh, cc sn phm nhp khu u phi dn nhn v v sinh an ton theo quy nh v hng dn ca KFDA bng ting Hn Quc. Nhn dn khng c bao trm ht nhn sn phm gc v phi hin th y cc thng tin c bn nh sau: Tn sn phm. Loi sn phm.

Tn v a ch nh nhp khu, a ch ni cc sn phm li hoc khim khuyn c th i hoc tr li. Ngy, thng, nm sn xut Thi hn s dng Cc ni dung chnh bao gm trng lng, dung lng, s lng sn phm. 5 thnh phn c bn nht ca sn phm hoc nguyn liu sn xut sn phm

Cc thng tin khc lin quan n sn phm nh cc lu , tiu chun hay cch thc s dng, tiu dng sn phm. Cc quy trnh thng quan hng thc phm nhp khu vo Hn Quc Cc sn phm thc phm nhp khu vo Hn Quc cn phi thc hin cht ch quy trnh c bn nh sau: 1. Hng thc phm trc khi nhp cnh vo Hn Quc, nh nhp khu phi m T khai hi quan nhp khu cho hng thc phm (Import Declaration for Food) Cc

Tiu lun QT Marketing Ton cu trng KFDA (Cc qun l Thc phm v Dc phm Hn Quc) hoc Gim c Trm Kim dch Quc gia xem xt. 2. Cc trng KFDA s tin hnh cc bc kim tra v thm tra i vi hng thc phm nhp khu. C nhiu phng php p dng cho vic thm tra v kim tra khc nhau p dng cho cc trng hp khc nhau, v c phn chia ra nh sau: a. b. c. d. Thm tra trn h s. Thm tra trong phng th nghim Thm tra trc quan v cm quan Thm tra mu xc sut

3. Nu mt sn phm thc phm p ng y cc yu cu v tiu chun Hn Quc, KFDA s ban hnh chng nhn hay chng ch cho nhp khu. Hng thc phm nhp khu s c thng quan v c phn phi ngay trn th trng. 4. Ngc li nu sn phm thc phm ny khng p ng y cc iu kin v quy nh tiu chun Hn Quc, KFDA s thng bo cho nh nhp khu v s vi phm tiu chun. Nh nhp khu c th sa cha nhng li vi phm (thng lin quan n nhn sn phm) v np li h s xin chng nhn ca KFDA. Vi nhng li vi phm v mt v sinh, cht lng thc phm th nh nhp khu buc phi tiu hu hoc ti xut hng nhp khu. 2.2. MI TRNG VI M CANH TRANH

1. i th cnh tranh trong ngnh Hng ha thc phm ca Vit Nam xut khu sang Hn Quc nhiu loi c cht lng khng thua km cc nc khc, tuy nhin hng Vit Nam xm nhp th trng ny mun hn nhiu nc khc, trong khi c cu mt hng li khng khc bit nhiu so vi cc nc n trc nh Thi Lan (ch yu thy sn) nn gp kh khn trong vic ginh th phn. Sau v ng t ti Nht Bn nh hng n cc l phn ng ht nhn, v th sn phm Nht b nhim phng x, v hn ch nhp khu sang Hn Quc, gim bt mt i th nng k , ngoi ra cn c cc sn phm t Trung Quc, Malaysia, Indonesianhp khu vo Hn Quc chim t trng cao Nu tnh v li th gi c, hng thc phm ca Vit Nam s khng th cnh tranh c vi hng Trung Quc, v th cc doanh nghip cn gi uy tn. 2. Sn phm thay th

Tiu lun QT Marketing Ton cu L cc loi thc phm khc thay th Sn phm nng sn khc: cc cng ty Ty Phi nh Nigeria, Sierra Leon, Tunisia v mt s cng ty Thi Lan v n , cc cng ty ch bin nng sn Anh v M 3. p lc pha khch hng Ngi tiu dng Hn Quc thin v cc sn phm thc phm lin quan n tht, nhng gi thin v thu sn, go, ng cc, s dng sn phm khng s dng ho cht, khng s dng thc phm s dng cng ngh bin i gen...V chnh xu hng tiu dng ca ngi dn cng tr thnh quy nh ca Chnh ph Hn Quc trong nhp khu thc phm. 4. p lc nh cung cp Hn Quc, knh phn phi hng ha rt phc tp vi m hnh: nh nhp khu chnh- nh phn phi- bn sn phm vo h thng siu th- phn phi hng ha theo tng khu vc. Quc gia ny cng c hai h thng th trng khc nhau l i siu th v h thng bn l (ca hng tin ch, nh hng), tuy nhin c ti 75% th trng tp trung vo bn bun nn doanh nghip mun xut khu hng cn quan tm n th trng v i tc trong phn khc ny. Cc doanh nghip Hn Quc s nhp khu sn phm t nc ngoi di thng hiu ca h v nh sn sut phi chu s kim tra hng nm xem c p ng c yu cu v cht lng v sinh an ton thc phm ca Hn Quc hay khng Nng lc ch bin v xut khu thc phm ca Vit Nam ang ngy cng c ci thin. Cc chuyn gia cho rng, thi gian ti DN Vit Nam cn tranh th c hi, nht l s ct gim thu theo cam kt gia cc thnh vin WTO tng cng xut khu, thu hp khong cch nhp siu trong quan h thng mi song phng Hin nay, trn th trng ht iu Hn Quc, cc cng ty sn xut ni a hu nh khng c, th phn thuc v cc cng ty nhp khu v phn phi sn phm ni a v cc cng ty nc ngoi t chi nhnh ti th trng Hn Quc, vi danh sch bao gm: Cc nh phn phi nng sn ni a chnh thc: Kumho Mulsan Corporation Cng ty Coman Corp Darim Nutsville Co., Ltd

iu Vit Nam ang giai on tht ma , nguyn liu u vo khng n nh , phi thng xuyn nhp iu th t mt s nc

Tiu lun QT Marketing Ton cu 3. TNH HNH XUAT KHAU HAT IEU VIET NAM Tr v sau Hi ngh tiu chun cht lng nhn iu c t chc ti bang Florida (Hoa K), quyn Ch tch Hip hi iu VN Nguyn c Thanh khng giu c t ho. ng Thanh cho bit: "Ti hi ngh ny, cc DN nhp khu iu hng u th gii xc nhn: Nm 2006, VN vt n - "cng quc" v cy iu - tr thnh quc gia dn u th gii v XK ht iu. Cht lng nhn iu VN cng c ca ngi l s 1, l thm ngon hn hn nhn iu ca n , Brazil hay Tanzania...". c pht trin t 1981, n nay ngnh iu Vit Nam khng nh c v th ca mnh trn th trng quc t. T 2006 n nay, ngnh iu nc ta qua mt n , tr thnh nh xut khu iu nhn s 1 th gii, vi kim ngch xut khu nm sau cao hn nm trc: nm 2006 t 504 triu USD, nm 2007 t 651 triu USD, nm 2008 t 920 triu USD, nm 2009 do tc ng khng hong kinh t th gii song vn t 850 triu USD. Trong nm 2010 ny, kim ngch xut khu ca ngnh iu c t 1 t USD. Cht lng iu Vit Nam c cc bn hng nh gi l s mt th gii. Sn phm iu Vit Nam c mt ti hn 40 quc gia v vng lnh th, nhng vn ch yu l sn phm s ch, ri sau c cc hng trn th gii nhp khu - ch bin- ng nhn hiu - cung cp cho th trng. Do , ngi tiu dng trn th gii khng bit mnh ang dng sn phm iu t Vit Nam. H qu l phn ln li nhun trong chui cung ng iu ri vo tay cc hng nc ngoi, trong khi l ra chng ta l ngi c hng quyn li ! Xy ra iu ny, trc ht chng ta phi bit t trch mnh, v ht iu Vit Nam cha c thng hiu. NHNG KH KHN TRONG TH TRNG IU VN ng Nguyn Vn Hc- Ch tch Hip hi iu Vit Nam- cho rng: Xc nh lm n vi cc nc pht trin, i hi phi xy dng thng hiu. Doanh nghip phi ng k thng hiu, nhn hiu vi cc nc tiu th sn phm, trnh hng gian, hng gi. Tuy nhin, vic xy dng thng hiu iu l mt qu trnh, khng phi c tin l c c ngay. Hin cc doanh nghip ch bin, xut khu ht iu ca nc ta ang trong qu trnh pht trin thng mi, h phi i mt vi cc yu cu v an ton v sinh thc phm, vi cc hng ro k thut, cc quy nh ring ca cc nc nhp khu ht iu. V vy, i hi doanh nghip phi thc hin h thng qun l cht lng. Cc khch hng nc ngoi cho bit nu sn phm ca cc doanh nghip Vit Nam c giy chng nhn sn xut sch, gi tr sn phm s tng thm 40% gi tr. Nhng ci kh hin nay l c qu nhiu doanh nghip ch bin iu. Hin c nc c ti 203 doanh nghip, trong ch c 20 doanh nghip ln, cn li l doanh nghip quy m

Tiu lun QT Marketing Ton cu nh, thm ch quy m gia nh, nn khu kim sot cht lng rt lng lo. V vy, xy dng thng hiu iu Vit Nam, cn to iu kin thnh lp Hip hi iu th gii, t thng nht quy chun sn xut sch, xy dng thng hiu. Mt khc, pha c quan qun l Nh nc cn ban hnh quy chun nh my ch bin, sp xp li khng qu nhiu u mi xut khu nh hin nay. V pha mnh, Hip hi iu Vit Nam s khng ng k thng hiu iu Vit Nam, nhng s yu cu cc doanh nghip trc thuc tin hnh ng k nhn hiu, thng hiu cc th trng ln. Cc doanh nghip cha c tm nhn thng hiu di hn, cha xy dng c thng hiu ring nn xut khu di dng nguyn liu th, gi tr thp, b chn p gi, b ng trong u ra. Lnh o doanh nghip cha nhn thc c vai tr thng hiu cng nh xc nh phng xy dng thng hiu. Cui cng l thiu phi hp gia cng ty, chnh quyn v ngi trng iu: ngi trng iu cha c h tr t pha Nh nc v doanh nghip nn gp kh khn trong cc khu chn ging, k thut trng trt, ti tiu, thu hoch, nh hng n sn lng v cht lng ngun nguyn liu. Trong khi cc doanh nghip ch quan tm thu mua nn ngun nguyn liu bp bnh, cht sn phm thp, dn ti kh khn trong m rng quy m kinh doanh, u t cng ngh, s dng ngun lc v chin lc kinh doanh di hn 4. MA TRAN SWOT IM MNH 1. Nh xut khu iu nhn s 1 th gii 2. Hng ha thc phm ca Vit Nam xut khu sang Hn Quc nhiu loi c cht lng khng thua km cc nc khc 3. Vit Nam c nhiu nh my sn xut thc phm ln, hon ton c th p ng c yu cu ca th trng Hn Quc 4. Nng sn v hoa qu ca Vit Nam rt phong ph nhng xut khu c sang Hn Quc 5. Nng lc ch bin v xut khu thc phm ca Vit Nam ang ngy cng c ci thin IM YU

1. Cng ngh ch bin cha cao 2. Nhiu doanh nghip TP. H Ch Minh v nhn thy h ch ngi i khch hng ch khng chu i tm khch hng c mi quan h lu di 3. Khng bit tm i tc xut khu 4. Cc doanh nghip cha c tm nhn thng hiu di hn, cha xy dng c thng hiu

Tiu lun QT Marketing Ton cu C HI 1. Th trng HQ y tim nng 2. Cc Xc tin Thng mi v cc hip hi ngnh ngh ti Vit Nam lm cu ni cho doanh nghip hai bn hiu nhau, tng cng c hi xc tin u t, hp tc, c bit trong lnh vc thc phm, ng thi gip cc doanh nghip gii quyt cc tranh chp thng mi xy ra 3. S ct gim thu theo cam kt gia cc thnh vin WTO tng cng xut khu, thu hp khong cch nhp siu trong quan h thng mi song phng 4. Hin nay, trn th trng ht iu Hn Quc, cc cng ty sn xut ni a hu nh khng c 5. Gim bt i th nng k l Nht Bn THCH THC 1. Th trng Hn Quc kh kh tnh i vi thc phm nhp khu 2. Cc doanh nghip xut khu thc phm ca Vit Nam i sau Thi Lan v Nht Bn mt bc 3. Nhiu loi thc phm c ngun gc t cc mn n Vit Nam li c xut sang Hn Quc t Thi Lan. 4. DN VN mun xut khu thc phm sang Hn Quc khng ch i hi cht lng sn phm, gi c, m DN cn phi ch phng thc kinh doanh, chin lc tip cn th trng, bao b mu m 5. iu trong nc mt ma nguyn liu khng n nh -> nhp iu th <- t gi bin ng 6. Hn Quc cng ang c mt s thay i v chnh sch nhp khu v iu ny c th gy kh khn hn cho xut khu ca Vit Nam

GIAI PHAP CHO MA TRAN SWOT KT HP S-W Vi nng lc xut khu tt, nghin cu th trng thm nhp mt cch hiu qu v: vn ha, khu v, hnh vi tiu dngca ngi Hn Quc Xc tin thng mi, hc hi kinh nghim cng nh nh s gip t cc hip hi thng mi Vit Hn Tng cng u t nh s ct gim thu quan, tn dng trit mi quan h song phng m phn 2 nc Nn hc hi tiu chun, quy trnh sn xut ti Nht Bn v Hn Quc nhm thay th v tr ca Nht ang b khng hong t t ng t va qua KT HP S-T

Tiu lun QT Marketing Ton cu Do th trng HQ kh tnh vi cc sn phm nhp khu, v chng ta nn tn dng u th l c sn phm ht iu cht lng, xy dng uy tn thng hiu, ban u s nh vo nh phn phi uy tn ti nc s ti, nhng s c i ng h tr v gam st i cng n nh u vo, tham gia sn giao dch nng sn, m rng khu trng iu , tm ngun nhn iu nhp khu gi r t n , Chu Phi Linh hot thay i, cho nhn vin i hc cc kha xut nhp khu, cp nht nhng thay i hi quan cu Vit Nam cng nh l Hn Quc Xy dng chin lc Marketing c th, hiu qu KT HP W-O Thay i my mc cng ngh ch bin ph hp tc pht trin ca th trng Ch ng tm kim khch hang, thc hin cc chnh sch Push-pull Tm cc i tc thong qua s gip cc hip hi thng mi Xy dng thng hiu uy tn trong tm tr ngi Hn Quc vi sn phm Vit Nam cht lng hp khu v KT HP W-T i th ln ca sn phm ny l cc sn phm c xut x t Trung Quc, Thi Lan...v vy sn phm cn tng tnh khc bit nhng vn duy tr nt truyn thng vn ha x Hn. Nh s ni ting sn phm ru Shochu m a hnh nh sn phm ht iu i km Cht lng sn phm tt, gi c cnh tranh, knh phn phi rng v ca cng ty phn phi kinh nghim, uy tn cng vi cc chiu thc thu ht khuyn mi khch hang y sng to

5. GII THIEU CONG TY XUAT KHAU HAT IEU Cng ty C phn H M l mt doanh nghip chuyn sn xut ht iu v thu mua nng sn hng u Tnh Bnh Phc. L i tc v l bn hng ca nhiu khch hng ln cc th trng nh HongKong, Philipines, Hn Quc, Nht, M, c. Chng ti t ho nm trong vng nguyn liu tt nht Vit Nam vi sn lng h ng nm cao nht nc. Trong nhng nm qua ht iu Vit Nam ngy cng khng nh v th ca mnh trn trng quc t v cht lng v sn lng. Bn cnh kinh doanh v sn xut ht iu, H M JSC. cn tham gia hot ng trong cc lnh vc:

Thu mua nng sn Ch bin nng sn Xut nhp khu nng sn ( iu , bp , go , u nnh, sn lt, c ph..)

Tiu lun QT Marketing Ton cu Ti Bnh Phc, a phng c mnh danh l th ph iu ca Vit Nam, vn xy dng thng hiu iu Bnh Phc cng ang c Hi iu Bnh Phc rt ro xc tin. Vi din tch 157.000 ha, chim 45% din tch iu ca c nc, cht lng iu c xem l tt nht c nc, c gn 100 nh my ch bin, Bnh Phc c nhiu iu kin xy dng thng hiu iu Bnh Phc. Hin tnh c mt s doanh nghip, n v c thng hiu. in hnh nh Hamyco vi cng sut 50.000 tn/nm, c trao nhiu gii thng nh Thng hiu Vng Vit Nam, Cp vng sn phm, Nh cung ng uy tn, Tinh Hoa Vit, Qu cu vng doanh nghip... H M JSC. l hi vin ca Hi Doanh Nghip Tr Tnh Bnh Phc. L mt trong nhng doanh nghip tr, nng ng c nhiu ng gp cho x hi v cng ng. CNG TY C PHN H M a ch: Tn Tin, huyn ng Ph, tnh Bnh Phc Tel: (0651) 3872.832 - Fax: (0651) 3871.377 Chi nhnh ti TPHCM a ch: GF02 - To nh Vietnam Business Center. 57 - 59 H Tng Mu, P.Bn Ngh, Q.1, TP.HCM Tel: (08) 3914.6385 - Fax: (08) 3914.6382 Email: hamyco@hamyco.com.vn - Website: www.hamyco.com.vn
6. XAY DNG KE HOACH MARKETING QUOC TE 6.1. MUC TIEU MARKETING

Chng ti t ho nm trong vng nguyn liu tt nht Vit Nam vi sn lng hng nm cao nht nc. Cng ty lun c gng n lc cng b con nng dn lm cho ht iu Vit Nam ngy cng khng nh v th ca mnh trn trng quc t v cht lng v sn lng c bit l nhm ti th trng mi, duy tr v pht huy th trng hin c Trit l kinh doanh ca cty : mong mun cc doanh nghip sx iu on kt nhau li t khu thu mua, cng ngh khoa hc sm a thng hiu iu Vit Nam rng danh trn th trng th gii. Thng hiu khng ch gn lin vi mt cng ty, m mt tp th nng dn to dng c Mc tiu kinh doanh: Trong thng 1/2011, kim ngch xut khu nng sn c nc t 1,6 t USD Trong 11 thng u nm xut khu nhn iu ca VN t 177.000 tn cc loi vi kim ngch vt 1 t USD 100 triu USD/thng iu chim khong 10% xut khu nng sn Cng sut cng ty sn xut iu 50.000 tn/nm trch 5% sang th trng Hn Quc 2500 tn/ nm

Tiu lun QT Marketing Ton cu Kim ngch xut khu sang Hn Quc ca nc ta t 3,1 t USD, chim hn 4% tng kim ngch xut khu ca c nc.. Mc tng trng trung bnh ca ngnh l 35% /thng Thc phm ng cc xut khu sang Hn Quc chim khong 0,7%

Mc tiu sn lng xut khu ti Hn Quc Nm 1 Tng trng Sn lng (tn) 0% Nm 2 35% Nm 3 35% Nm 4 35% Nm 5 35%

2.500

3.375

4.556,3

6.151

8.304

Mc tiu nm u tin l thm nhp th trng sn phm nhn iu ti Hn Quc 6.2. PHAN KHUC TH TRNG VA NH V SAN PHAM

6.2.1. PHAN KHUC TH TRNG Cong ty la chon nhng bien so sau e tien hanh phan khuc th trng tai Han Quoc: a ly o tuoi Thu nhap Nghe nghiep

Cong ty tien hanh phan khuc va xac nh th trng muc tieu nh sau: a ly: TP Seoul, Han Quoc oi tng khach hang theo nghe nghiep: hoc sinh sinh vien, ba noi tr Thu nhap: tap trung vao phan khuc thu nhap trung bnh va trung bnh kha o tuoi: t 8 24 (hoc sinh, sinh vien); 25 56 (nhom con lai)

Tom lai, co 2 phan khuc e phuc vu: Phan khuc Hoc sinh sinh vien: san pham danh cho sinh vien hoc sinh, vi bao goi t 50gr 100gr, 3 san pham vi 3 khau v ap ng cho la tuoi nang ong, thch oi mi

Tiu lun QT Marketing Ton cu

T.BNH 8 24

Phan khuc khach hang pho thong: phan khuc nay gom cac khach hang co o tuoi chung t 25 50 tuoi, co thu nhap trung bnh en trung kha. Phan khuc nay phuc vu tat ca cac khach hang co nhu cau s dung san pham. San pham se bo sung them loai 500gr danh cho bieu, tang

T.BNH KH 25 56

6.2.2. NH V Do tnh cach, thoi quen cua ngi dan Han Quoc, hau het cac ba tiec, giao lu, gap g, hay nhan dp le, ky niemho eu dung ru Soju hoac bia. Nam bat c hoi o, cong ty nh v cho san pham se luon song hanh vi Soju, va bia va tr thanh san pham bo sung cho ngi dan Han trong cac ba tiec. Do o, tieu ch nh v se la nh v theo dp s dung: nh v chung cua san pham nh sau:

Tiu lun QT Marketing Ton cu

CHAT LNG SP MALAYSIA

HA M

SP TRUNG QUOC

GIA

oi vi phan khuc HS-SV, khau hieu nh v se la: Cung ban en trng oi vi phan khuc Khach hang pho thong: Ngi ban ong hanh trong moi ba tiec 6.3. CHIEN LC CHU AO

La chon chien lc la Tham nhap th trng theo hnh thc xuat khau gian tiep. Tm i tc nhp khu v phn phi cho sn phm. Cng Ty s chn t chc trung gian l cng ty cng ty Coman Corp, mt trong nhng cng ty ln chuyn nhp khu cc loi gia v, thc phm ch bin. V hin ti cng ty xut sang th trng Hn quc vi sn lng v quy m nh, cha iu kin xut khu trc tip, cha quen bit th trng, khch hng v cha thng tho cc nghip v kinh doanh xut nhp khu ti th trng Hn Quc. 6.4. CHIEN LC MARKETING MIX

6.4.1. Chien lc San pham a) Gii thiu sn phm: Tn sn phm: Ht iu rang rong bin v cay Ht iu rang kim chi Ht iu rang ti phi

Tiu lun QT Marketing Ton cu Thnh phn v yu t ca sn phm: Thnh phn trng tm: nguyn liu chnh l nhn ht iu ( c bc v la) Thnh phn dinh dng: Hm lng cc cht khong c trong nhn iu. Cht khong Natri Kali Can-xi Magie St ng Km Mangan Photpho Lu hunh Clo Cc Cht m . Nhn iu cha trn 20% cc cht m thc vt, v s lng tng ng vi u nnh v u phng nhng v cht th tng ng vi tht, trng, sa. o Hm lng cc axit amin ( tnh theo % ca protein trong nhn iu) Arginine Histidin Lysine Tyrosine Phenylalanine Cystin 10.3 1.8 3.3 3.2 4.4 1 Nhn bc v la 48 5421 248 2536 60 22 38 18 8400 1600 vt

Tiu lun QT Marketing Ton cu

Methinonine Threonine Valin Cc Cht Bo

1.3 2.8 4.5

nhn iu cc cht bo chim khong 47% trong s ny c trn 80% cc cht bo cha bo ha, t l cc cht bo cha bo ha v bo ha l 4:1 rt c li. Cc cht bo cha bo ha khng nhng khng to ra cholesterol m cn c tc ng diu ho v lm gim lng cholesterol trong mu gip trnh c cc bnh v tim mch. Axit Bo Cc axit bo ch yu h tr vic iu chnh s cn bng ca cc cht bo bo ha v cholesterol trong cc t bo EFAs l nhng nhn t c tnh quyt nh trong vic gi trng thi lng ca mng t bo . EFAs c ch ch yu trong vic hnh thnh cc mng v chnh sa cc m. S thiu EFAs c th dn n bnh tiu ng, hen ph qun ri lon thn v vim khp. Cc Cht ng Hydrat cacbon trong nhn iu chim mt t l rt thp khong 20% , trong ng ho tan chim 1% to ra mi,v d chu hp dn ca nhn iu m khng b bo ph. Cc bnh nhn tiu ng v bo ph c th c th s dng nhn iu an ton. Thnh Phn X Thnh phn x c trong nhn iu cng l mt thnh phn c li, x trong rut gip lm gim cholesterol t thc phm n vo, cha to bn, nhiu cht x trong khu phn n bo v c th khi bnh ung th, trc trc thn v vim rut tha. Vitamin Nhn iu giu vitamin B c bit l vitamin (B1) hu ch i vi vic kch thch n ngon ming v h thng thn kinh. Nhn iu cng giu vitamin E gip chng suy nhc, thiu mu. Cht Khong

Tiu lun QT Marketing Ton cu Nhn iu l thc phm giu cht khong nh Caclcium, Selenuin, Magnesium, km, phospho, ng v st di dng hu c c tc dng bo v sc kho v thn kinh cho con ngi . Nng Lng . Nng lung nhn iu cung cp so vi cc thc phm khc. Loi thc phm Nhn iu Ng cc Tht Tri cy Nng lng/1kg thc phm 6000 calo 3600 calo 1800 calo 650 calo

b) Quyt nh h sn phm: Danh mc u t sn phm trong dy sn phm: Ht iu rang rong bin v cay Ht iu rang kim chi Ht iu rang ti phi

L do chn h sn phm: da vo khu v ca ngi Hn Quc rt thch n rong bin, kim chi v ti. Tnh nng sn phm: dng nh cc mn khai v, mn nhm khi ung ru soju, bia Trng lng: C 2 loi trong lng chnh cho tng loi sn phm: 100gr v 500gr. Gi tr dinh dng: Gi 50 gram
Nutrition Facts Gi tr dinh dng cho 50gr Nutrition facts per 50gr Nng lng/Energy Cht m/Protein Tng cacbonhyrat/Total Carbohydrate Tng cht bo/Total Fat 325cal 16,5g 9g 12g

Tiu lun QT Marketing Ton cu

Hp 100gram
Nutrition Facts Gi tr dinh dng cho 100gr Nutrition facts per 100gr 600cal 32,5g 20g 47g

Nng lng/Energy Cht m/Protein Tng cacbonhyrat/Total Carbohydrate Tng cht bo/Total Fat

Hp 500gram
Nutrition Facts Gi tr dinh dng cho 500gr Nutrition facts per 500gr 3000cal 162,5g 100g 235g

Nng lng/Energy Cht m/Protein Tng cacbonhyrat/Total Carbohydrate Tng cht bo/Total Fat

Sn phm ph tr: sn phm ny ch yu n lin nn khng cn sn phm h tr km theo. Xc nh giai on ca sn phm trong chu k sng: i vi th trng Hn Quc, sn phm Ht iu rang rong bin ang giai on gii thiu. La chn hnh thc sn xut: Hnh thc sn xut c la chn l thch nghi ha sn phm: sn phm Ht iu rang rong bin c sn xut thch nghi vi vn ha m thc v nhu cu c th ca ngi dn Hn Quc, l thch n cay v c bit rong bin v kim chi hu nh l nhng mn khng th thiu trong cc mn n ca h. c) V bao b:

Tiu lun QT Marketing Ton cu Bao b c thit k da trn phng php kim tra VIEW (Visibility Informative Emotional impact Workability) cho ph hp vi th trng Hn Quc. C 2 loi tng tng ng vi 2 trong lng ng gi chnh l 100gr v 500gr: Bao b c thit k dng hp giy nh hnh tr tin dng 100gr, mu sc ch o l mu xanh l kt hp vi hnh nh ht iu rang mu vng nht va lm ni bt c sn phm ht iu ca H M va gip cho khch hng c th phn bit d dng sn phm ca mnh vi cc i th cnh tranh. Ngoi ra cng ty cn sn xut thm dng bao b hp bng nha hnh tr ng gi sn phm vi khi lng 500gr c thit k trang nh p mt cng vi mu sc ch o l mu xanh l kt hp vi hnh nh ht iu rang mu vng nht thch hp cho khch hng mua v biu, tng Trn bao b c in n y tn sn phm, nhn hiu cng ty, trng lng, ngy sn xut, hn s dng, thnh phn, iu kin bo qun, cch s dng bng c ting Anh v ting Hn. Ngoi ra trn bao b cn c dn thm nhn v cc thng tin v sn phm nh thnh phn, trng lng, ngy sn xut, hn s dng, iu kin bo qun ln cch s dng ca doanh nghip nhp khu v phn phi chnh ti Hn Quc. Bao b c thit k d m hp, d d dng cho mi khch hng. V c bit l rt thn thin vi mi trng v c th ti ch li.

d) V nhn hiu: Tn nhn hiu: Digon- Cashew ( iu ngon)

6.4.2. Chien lc Gia

Loi sn phm: Loi gi 50gr, sn phm phn phi ch yu Loi hp 100gr, sn phm c phn phi ch yu Loi hp 500gr, dng biu tng Sn lng tiu th d kin nm u tin: 800 tn ht iu Hn Quc l mt th trng mi i vi sn phm ht iu ca Vit Nam ni chung. D cng ty H M c gng tm hiu thng tin v th trng mi ny, v to ra sn phm ht iu rang cay v rong bin, kh ph hp vi khu v v vn ha n ung ca ngi dn Hn Quc, tuy nhin kh nng ngi dn Hn chp nhn c sn phm v mc tiu th

Tiu lun QT Marketing Ton cu vn cn cha th xc nh, vi mc ri ro cng khng phi l t. V vy, khi xut khu ht iu sang th trng Hn Quc, cng ty la chn chin lc gi Thm nhp th trng, vi mc gi r st vi gi tr sn xut nht c th, li nhun mang li cho doanh nghip s thp v chit khu cao cho nh nhp khu chnh tng lng hng ha c phn phi cng nh nng cao hnh nh ht iu trong tm l tiu dng ca ngi dn. Hp ( 500gr) Hp (100gr) n v $ 1 Chi ph sn xut 2 Ph bc d hng Ph vn chuyn bng tu Thu nhp khu AKFTA (8%) 5 0.2 1.25 0.05 0.95 0.02 Gi 50gr

0.8

0.15

0.15

0.4

0.1

0.1

5 GI XUT KHU Khon b p chi 6 phi (25% gi xut khu) 7 Gi thnh phm 8 Gi bn

6,5

1.55

1.22

1.625

0.3875

0.305

8.125 9.99

1.9375 2.49

1.525 1.89

Bng chi ph v gi thnh sn phm Trong : Chi ph sn xut bao gm : chi ph nguyn vt liu, nhn cng v chi ph sn xut chung (theo gim tham kho 100g iu thnh phm ti Vit Nam c gi l 25.000/100g = 1,2$/100g cng thm cc chi ph bao b, ph gia =1,25$/100g Do sn xut s lng nhiu , khng tn bao b cho mi 100g nn gi 500g l 1,25x 4 ln= 5$/500gr

Tiu lun QT Marketing Ton cu Mc tiu nh gi: Mc gi c nh theo chi ph, kh thp so vi thu nhp ca ngi dn Hn Quc, vi mc gi ny s nng cao kh nng tip nhn sn phm ht iu cn kh mi m vi ngi dn, t gia tng th phn v thng hiu cng ty trong giai on khi u Chit khu v ph cp cho cc knh phn phi: Cng ty a mc chit khu cho nh nhp khu chnh thc da vo sn lng tiu th Sn lng Mc chit khu Cng ty ch lm vic v a ra mc chit khu cho nh nhp khu chnh thc l Kumho Mulsan trn mi sn phm l t 10% n 20%. Nu sn lng c nm ca cng ty t ng sn lng tiu th ra ban u l 800 tn, th i l s c hng thm chit khu vi mc 5% trn tng doanh s trc thu. Ngoi ra, cc cp phn phi cp di, s theo h thng v mc chit khu ring bit c quy nh bi nh phn phi chnh thc. Tuy nhin, mc chit khu cho ton b h thng phn phi cp di khng c vt qu 20%. Tng gi thnh 1 sn phm khi n tay ngi tiu dng khng c vt hn : Gi xut khu+Gi thnh phm*(Mc chit khu nh NK+20%) Ro cn thay i v gi: Mi quan h giao thng gia Vit Nam v Hn Quc ang pht trin tt p, c bit cc sn phm v nng sn ca Vit Nam khi nhp khu vo Hn Quc khng b p qu nhiu mc thu, khin gi c ca nng sn Vit Nam tr nn cnh tranh hn. Ch c mt mc thu theo hip nh AKFTA c p dng cho cc loi nng sn, trong c sn phm ht iu ch bin. c bit, t nm 2016 tr i, thu AKFTA s gim t 8% xung cn 5%, v s c xu hng gim na trong tng lai. V l , s thay i v chnh sch gi ca cng ty do ro cn v lut php ti Hn Quc s khng b nh hng nhiu. p lc cnh tranh v gi trong ngnh Hin nay, trn th trng ht iu Hn Quc, sn lng ht iu khng nhiu, d Hn Quc vn l mt quc gia nhp khu ht iu nhng ch vi s lng t. Theo trang web http://www.koreatradeworld.com th v th trng ht iu Hn Quc, cc cng ty sn xut ni a hu nh khng c, th phn thuc v cc cng ty nhp khu v phn phi sn phm t hn 400 tn 10% T 400 - 600 tn 15% T 600 - 800 tn 20%

Tiu lun QT Marketing Ton cu ni a v cc cng ty nc ngoi t chi nhnh ti th trng Hn Quc. Trong , cc cng ty ca Thi Lan, n v Trung Quc l chim a s. Tuy nhin, tt c sn phm ht iu c mt a s l ht iu nhn th, sn phm ch bin rt nh l v khng phong ph. C th ni, p lc v cnh tranh trn th trng hon ton khng c, v sn phm ht iu rong bin cc v ca cng ty H M l sn phm u tin v duy nht v th loi ny trn th trng Hn Quc. Cng vi c hng v c ha quyn theo c trng ca ngi Hn Quc, sn phm ht iu ca cng ty s d c ngi tiu dng chp nhn, v cng ty s tr thnh ngi dn u th trng. Thi gian ban u sn phm c gi thp, theo hnh thc thm nhp th trng ngi dn bit nhiu hn n thng hiu v dn to nn thi quen tiu dng mi cho ngi dn. Khi thng hiu c khng nh, th gi sn phm s t cao hn da vo gi tr thng hiu c nng cao. Chnh sch gi c gi tr ti a vo thi gian ban u, thi gian v sau tt c ph thuc vo chin lc qung b v xc tin thng mi ca cng ty. 6.4.3. Chien lc Phan phoi Tiu ch tuyn chn nh phn phi L mt hng mi v th trng mi nn vic phi c knh phn phi ti th trng mi l mt vic rt quang trng, lin quang n thnh bi ca cng ty. Vi th trng mi l Hn Quc th cng ty M My chn nh phn phi l cc cng ty phn phi ca Hn Quc, iu ny s gim c chi ph cho cng ty nhng li c mc ri ro hn v mc phn phi v vy vic phi lm ca cng ty l la chn mt nh phn phi p ng c cc tiu ch sau: 1. Khng mu thun quyn li: u tin l tuyn chn c nh phn phi c quyn, ch tp trung kinh doanh sn phm cho ring cng ty. Nu khng thit lp c nh phn phi c quyn, c th chp nhn nh phn phi kinh doanh nhng sn phm khc, nhng khng phi l ca i th cnh tranh trc tip. 2. Kh nng v ti chinh: Nh phn phi phi c kh nng ti chnh p ng c nhu cu u t cho hng ho, cng n ti th trng Hn Quc v cc trang thit b phc v cho vic phn phi nh kho bi, phng tin vn ti, my mc qun l 3. Kinh nghim phn phi: Tt nht l nh phn phi c kinh nghim kinh doanh hoc phn phi hng ho trong cng lnh vc vi cng ty mun tuyn chn. Kin thc v cc mi quan h vi h thng phn phi hng, vi h thng qun l ca a phng l th mnh ca nh phn phi m cng ty cn ch trng n. 4. B phn phn phi c lp: Khi nh sn xut h tr lng v tin thng cho nhn vin bn hng, bt buc nh phn phi phi c b phn bn hng ring bit, ch phc v cho li ch ca cng ty. Vic qun l v s dng kho bi c th chung vi cc mt hng ca cc cng ty khc, nhng cng vic phn phi phi ring bit. B phn phn

Tiu lun QT Marketing Ton cu phi ny phi c theo di bng h thng qun l v bo co ring ca chnh cng ty H My thnh lp Hn Quc. 5. Kh nng hu cn: Nh phn phi phi thit lp c h thng giao nhn t cc kho ca mnh n tt c nhng ca hng trong khu vc c ch nh. Hng ho phi c giao theo ng thi hn quy nh. 6. Kho cha hng: Nh phn phi phi c ch cha hng, bo m khng ht hng trong bt k trng hp no. ln ca kho hng ph thuc vo tc lun chuyn ca hng ho, tn sut t hng ca nh phn phi vi cng ty sn xut v thi gian giao hng. 7. Kh nng qun l: Nh phn phi phi iu hnh, qun l c cc b phn h tr cho phn phi nh: k ton, hu cn, tin hc mt cch nhp nhng v ng b. Nh phn phi cng cn phi c h thng thng tin v tin hc qun l mnh p ng c yu cu ca cng ty v phng thc t hng, cc loi s liu bo co bn hng v tn kho. 8. T cch php nhn: Nh phn phi phi l mt php nhn theo lut php Hn Quc, c chc nng phn phi hng ho. i vi cc mt hng kinh doanh l sn phm thc phm, c quy nh ring ca nh nc Hn Quc, nh phn phi phi p ng cc yu cu hoc quy nh ny. 9. S nhit tnh: tinh thn hp tc trong vic trin khai mi chnh sch phn phi ca nh sn xut cng l mt tiu ch chon la quan trng m cng ty cn quan tm trong qu trnh xy dng, tm kim knh phn phi. Da vo 9 tiu ch trn th cng ty H My chn nh phn phi Kumho Mulsan thuc tp on Kumho. Thng tin s b v tng cng ty Kumho Mulsan:
TNG CNG TY KUMHO MULSAN

a ch Thnh ph Nh nc Zip Quc gia in thoi Fax Lin h THNG TIN CNG TY H s cng ty

214-19, Duckjung-ri, Hoichun-up Yangju-gun Kyungki-do 482-854 Nam triu tin 02-407-1371 02-404-4058 H Kim Myun

Nhp khu hng ha t Usa, n , Canada, Iran, Vit Nam, Philippines

CHI TIT KINH DOANH

Tiu lun QT Marketing Ton cu

Loi hnh kinh doanh Sn phm Nhp khu Thc phm: ht ging b , Nho, u phng rang

1. Nh phn phi c quyn : Mc d chng ta khng chn c cng ty Kumho Mulsan lm nh phn phi sn phm ring cho cng ty nhng chng ta c th chn Kumho Mulsan lm nh phn phi c quyn. Hin ti Kumho Mulsan khng phn phi bt k mt sn phm ht iu no v y l i tc cn tm ca cng ty H My. 2. Kh nng ti chnh: cng ty Kumho Mulsan thuc tp on Kumho l mt tp on hng u ca Hn Quc, v kh nng ti chnh ca cng ty l khng ng lo ngi. 3. Kinh nghim phn phi: vi hn 10 nm trong lnh vc nhp khu v phn phi cc mt hng nng sn, thc phm cng ty Kumho Mulsan c mt h thng phn phi hon thin v rng khp. Vi kh nng phn phi nh Kumho Mulsan th kh nng thnh cng ca sn phm ht iu chng ta s cao hn khi xut sang Hn Quc. 4. c im kho hng: c 3 kho hng cc loi t nh n ln, tri di khp cc cng bin thnh ph Seoul, vi h thng bc d v bo v nghim ngt, u c qun l trong cng h thng tp on, to thng nht v hiu sut cao trong qu trinh vn hnh cng nh lu tr cng. 5. Kh nng hu cn: cng ty c mt h thng phn phi ring tri rng nhiu thnh ph ln, ngoi ra cn lin kt vi cc cty phn phi nh v trung bnh khc, to thnh knh phn phi rng khp c nc v xuyn sut n mi tng lp khc nhau. 6. V mt t cch php nhn: cng ty Kumho Mulsan c nh nc Hn Quc cng nhn l cng ty nhp khu v phn phi hp php hn 10 nm nay, v cng ty c rt nhiu kinh nghim trong vic nhp mt hng l sn phm thc phm.

Tiu lun QT Marketing Ton cu S O KENH PHAN PHOI

CANG SEOUL

SIEU TH TREN NG EULJIRO, SEOUL

SIEU TH TREN NG TEHERANO, SEOUL

NHA KHO CONG TY KUMHO MULSAN, SEJEOUNGNO, SEOUL

SIEU TH NHO, NG CHUNGMURO, SEOUL

SIEU TH NHO, NG YOULGONGNO, SEOUL

SIEU TH NHO, NG TOEGYERO, SEOUL

Ngoi vic chn nh phn phi cng ty cn thnh lp nh i din ti Hn Quc theo st tin trnh phn phi, cng nh qung b sn phm ht iu ca Kumho Mulsan. Thit lp nh i din ca cng ty H My:

Tiu lun QT Marketing Ton cu S t chc:

GIM C

PHNG MARKETING
Trng Phng Marketing

PHNG GIM ST
Trng Phng Gim st

Nhn vin Marketing

Nhn vin Gim st

Phng marketing gm 3 nhn vin lm nhim v: Xc tin vic phn phi, tiu th sn phm: Cc nhn vin cn nm r cch thc phn phi ca cng ty phn phi Kumho Mulsan, tho lun vi i tc khi c cc tng mi, bn cnh cc nhn vin cn tm hiu r hn v th trng, th hiu ca ngi dn x hn c c cch nhn c th v sn phm ca cng ty t c nhng iu chnh hon thin sn phm hn. Kt hp vi cng ty Kumho Mulsan qung b hnh nh sn phm mi ca cng ty H M:

Tho lun vi i tc v chnh sch qung co, qung co u? Qung co nh th no? Ni dung ca qung co?... Cng i tc thc hin nhng mc qung co qung b sn phm. T chc cc s kin, ti tr cc nhn vin cn phi tm hiu r vn ha, php lut ca Hn Quc c cc chin lc c th nhm mc tiu qung b sn phm n tai ngi tiu dung. Phng gim st gm 5 nhn vin lm nhim v:

Gim st vic phn phi sn phm ca cng ty Kumho Mulsan Nm r knh phn phi ca cng ty phn phi, t gim st tnh hnh phn phi ca cng ty, gim st thi gian m cng ty phn phi giao hng, s lng p ng nhu cu ca cc i l hay tim tp ha khng? Khng tnh hnh thiu hng trn th trng, bn cnh

Tiu lun QT Marketing Ton cu nhm nhn vin ny cn phi bo co ngay cho trng phng i din khi c du hiu ca cc i th cnh tranh trn th trng cng ty c chnh sch cnh tranh kp thi. Theo st din bin tnh hnh tiu th sn phm ti th trng Hn Quc: Ngoi vic phng i din nhn c cc thng s tiu th sn phm trn th trng t nh phn phi chnh th nhn vin gim st cng phi theo di tnh hnh tiu th trn th trng v bo co li cho trng phng. Tham gia, tm hiu th hiu ca ngi dn x hn xem ngi tiu dng thng s dng sn phm ca cng ty vo mc ch g? 6.4.4. Chien lc Truyen thong Thi gian thc hin K hoch: t thng 5- 9. Khong gia thng 9/2011 bt u tung sn phm ra th trng. I. Mc tiu : xm nhp thi trng thc Hn Quc 1. Thng ip: Ht iu lm thc nhm cng vi ru Sochu th ng gu snh n ca ngi nhu . Ht iu s gn lin vi hnh nh ru shochu . hay l mn khai v trong cc ba tic. Nhn iu c hm lng cc cht m ,cc cht bo v hydrat cacbon kh cao, c mt nhiu loi vitamin, khong p ng nhu cu c th. .. 2. Slogan: TRUE TASTE (HP KHU V) II. Hnh ng khi tung sn phm s dng 1. Lc ko Cty i din s lin kt vi 1 s i truyn hnh a phng , 1 s bi bo trc tuyn gii thiu 1 phng s (bng ting Hn) gii thiu s nt v Vit Nam, qu trnh sn xut iu, c bit l ni v cng dng ca Ht iu : Theo ng y, ht iu c v ngt, bi, tnh m, tc dng b dng, lm du, tr m. Rt tt cho ngi suy nhc c th, au hng, ho do phong hn, nhiu m. Nh vy, ht iu l mt sn phm c gi tr dinh dng v gi tr kinh t. Khi rang ln, ht iu c hng v thm ngon, ngt, bi, rt c o. To nt hp dn ca cc mn n, cch nhu ht iu cng ru. D ton chi ph: i Truyn hnh: 35.000 USD bo: 10.000USD Bo v truyn hnh cch nhau 10 ngy tung ra: nh nhc nh ngi HQ quan tm n HD 1 cch nh nhng, d tip cn.

Tiu lun QT Marketing Ton cu Cc hot ng nhm b sung v h tr cho vic cho hng v qung co. Cc hot ng ny thng khng lp li v c tng t ngn hn khc nhau. Hnh nh ht iu gn lin vi ru Shochu theo 2 hnh thc: Chnh thc: hp tc vi hnh nh mt thng hiu chuyn sn xut ru ti HQ, hp ng 2 bn tho thun Khng chnh thc: xm nhp vo 1 s qun ru ti Seoul

t 1: thng 6 Tham gia hi ch hu ngh Vit Hn din ra vo thng 6 hng nm ti Seoul. Ti hi ch s thit k gian hng dng th, v bn sn phm vi s lng thm nhp. Bn gh theo phong cch 1 qun nhu nh HQ v nhm nhp ru Shochu (10.000 gi (loi 40g) lm mu th). Theo chi ph nhp khu ban u : 100g 1.55$ 1 gi 40g =0.62$ 20.000 gi x 0.62 = 12.600 USD Chi ph event : 30.000USD

t 2: t thng 7 Kt hp vi cng ty phn phi cho nhng sn phm iu (bt nh khoang 20g lm mu th) nh km vi nhng sn phm khc ca cng ty ang bn ( nh vy c 2 iu c li) vo cc knh phn phi nh sn Chi ph l : 20.000 gi iu mu th = 20.000x 0.62=12.600 USD Chi ph t chc 30.000 USD

Th thut: cc hnh ng trn sa dng lc ko KH. Lc y chun b cc knh phn phi trong k kt hp ng, hng sn sng trong kho, ch i thi im thch hp l tung sn phm t 3: thng 8 Event: l n v cng tc ti tr min ph (20.000 sn phm ht iu rang rong bin v rang ti phi loi 20g) vi cty Jun Chuo ni ting trong lnh vc sn xut ru Shochu ti l hi Ru ti Seoul Chi ph l: 20.000x 0.62 = 12.600 USD Chi ph t chc: 20.000 USD Chi ph hp tc: 30.000 USD

Tiu lun QT Marketing Ton cu Thit k t ri gii thiu sn phm , cng dng, vn lin hnh nh ru vn ha HQ Chi ph: 20.000 USD 2. Lc y i vi nh phn phi cng ty c chnh sch khuyn mi nh sau (qu trnh phn phi l vn phng i din s ln k hoch chi tit, v c s ng c 2 nn trong bn k kt hp ng phn phi) Chit khu thng mi: Nh phn phi s hng % hoa hng l: Sn lng t hn 400 tn T 400 - 600 tn T 600 - 800 tn

Mc chit khu

10%

15%

20%

Nh sn xut lun c sn mt i ng nhn vin chuyn nghip nh: h tr bn h ng, gim st, qun l khu vcCc cp nhn vin ny u c cng ty cung cp cc kin thc v sn phm, hun luyn k nng bn hng, k nng gim st, qun ltrc thuc vn phng i din ti Seoul. Nhn vin: Chc danh S lng Gim c i din 1 ngi VN Nhn vin h tr 4 ngi VN + 4 ngi HQ

Ngoi cng vic chnh l h tr v chm sc cc i l, cc cp nhn vin ny cn lm nhim v thu thp thng tin, tnh hnh th trng, i th cnh tranh, phn khc khch hng nhm kp thi bo co v nh sn xut c cc chnh sch kp thi vi tnh hnh bin i .

Tiu lun QT Marketing Ton cu

TI LIU THAM KHO

Philip Kotler, Qun tr Marketing, Nh xut bn Lao ng X hi, 2002 Philip Kotler, Gary Amstrong, Principles of Marketing, Prentice Hall, 2004 GS. Trn Minh o, Marketing Quc t, Nh xut bn i hc Kinh t quc dn, 2009 TS. Nguyn Xun Trng, Qun tr Marketing ton cu, Trng H TC Marketing, 2012 Website Ngn hng Th gii Ngn hng d liu: http://data.worldbank.org Website DoingBusiness.Org Website Cc xc tin Thng mi