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CHNG I : M T TNH HUNG


1.1 NAM. Unilever l mt tp on ton cu ca anh v H lan ni ting th gii trn lnh vc sn xut v cc sn phm tiu dng nhanh bao gm cc sn phm chm sc v sinh c nhn v gia nh, thc n, tr v ung t tr. Cc nhn hiu tiu biu ca Unilever c tiu dng v chp nhn rng ri trn ton cu nh Lipton, Knorr, Cornetto, Omo, Lux, Vim, Lifebouy, Dove, Close-Up, Sunsilk, Clear, Ponds, Hazeline, Vaseline, vi doanh thu trn hng triu cho mi nhn hiu v ang chng t Unilever l mt trong nhng cng ty thnh cng nht th gii trong lnh vc kinh doanh chm sc sc khe ca ngi tiu dng( Personel Care). Cng vi Proctol &Gambel ( P&G), Unilever hin ang thng tr khp th gii v cc sn phm ny. L mt cng ty a quc gia vic m rng kinh doanh v t nhiu chi nhnh trn th gii chim lnh th trng ton cu l mt trong nhng mc tiu ca Unilever. Unilever Vit Nam c thnh lp nm 1995 cng l mt bc i trong chin lc tng th ca Unilever. Unilever Vit Nam thc cht l tp hp ca ba cng ty ring bit : Lin doanh Lever Vit Nam c tr s ti H Ni, Elida P/S ti Thnh ph H ch Minh v Cng ty Best Food cng t ti GII THIU V CNG TY UNILEVER VIT

2 thnh ph H Ch Minh. T nm 1995 n nay Unilever u t khong 120 tiu USD trong 3 doanh nghip ny, iu ny c th hin trong bng sau: Bng 1.1: Gii thiu v cng ty Unilever.
Tng vn Cng ty u t ( Triu USD) Lin doanh Lever VN (1995) LD Elida P/S Unilever Bestfood VN( 1996) 17.5 56 Phn vn gp ca Unilever H 66.66% Ni HCM 100% HCM Chm sc c nhn, gia nh Chm sc rng ming Thc 37.1 100% HCM kem v cc ung phm, a im Lnh vc hot ng

Ngun: Phng Marketing, Cng ty Unilever Vit Nam. Unilever Vit Nam hin nay c 5 nh my ti H Ni, C chi, Th c v khu cng nghip Bin Ho. Cng ty hin ti c h thng phn phi bn hng trn ton quc thng qua hn 350 nh phn phi ln v hn 150.000 ca hng bn l. Hin nay cng ty t mc tng trng khong 35-40% v tuyn dng hn 2000 nhn vin. Ngoi ra cng ty cn hp tc vi nhiu nh my x nghip ni a trong cc hot ng sn xut gia cng, cung ng nguyn vt liu sn xut v bao b thnh phm. Cc hot ng hp

3 tc kinh doanh ny gip Unilever Vit Nam tit kim chi ph nhp khu h gi thnh sn phm, tng cng sc cnh tranh ca cc sn phm ca cng ty ti th trng Vit Nam, ng thi cng ty cng gip cc i tc Vit Nam pht trin sn xut, m bo thu nhp cho cc nhn vin v to thm khong 5500 vic lm. Ngay sau khi i vo hot ng nm 1995, cc sn phm ni ting ca Unilever nh Omo, Sunsilk, Clear, Dove, Ponds, Close-up, Cornetto, Paddle Pop, Lipton, Knorr.. cng cc nhn hng truyn thng ca Vit Nam l Viso, v P/S c gii thiu rng ri v vi u th v cht lng hon ho v gi c hp l ph hp vi ti tin ca ngi tiu dng Vit Nam cho nn cc nhn hng ny nhanh chng tr thnh nhng hng ho c tiu dng nhiu nht ti th trng Vit Nam v cng vi n cng ty Unilever nhanh chng c li v thu c li nhun khng nh trn th trng Vit Nam. Trong lin doanh Lever Vit Nam, H ni bt u lm n c li t nm 1997, tc l ch sau 2 nm cng ty ny c thnh lp. Cng ty Elida P/S cng lm n c li k t khi n c thnh lp t nm 1997. Best Food cng rt thnh cng trong vic a ra c nhn hiu kem ni ting v c ngi tiu dng hoan nghnh nm 1997 l Paddle Pop (Sau ny nhn hiu ny c chuyn nhng cho Kinh ca Vit Nam) v cng ty m rng sang kinh doanh mt hng tr Lipton, bt nm Knorr, v nc mm Knorr- Ph Quc V cng ty ny hin ti cng ang hot

4 ng rt c li. Bng 1.2: Doanh s trong 7 nm ca Unilever


triu USD 250 200 150
30% 30% 60% 140 75% 100% 20% 12%

240

200 180

100

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85

40 50 100% 20 10 0 1994 1995 1996 1997 1998 1999 2000 2001 2002 Nm

"Ngun: Phng Marketing Cng ty Lever Vit Nam" Tnh trung bnh mi nm doanh s v li nhun ca Unilever Vit Nam tng khong 30-35%/ nm k t khi cc d n ca cng ty i vo hot ng n nh v c li. Nu nm 95 doanh s ca cng ty l 20 triu USD, nm 96 doanh s ca cng ty l 40 triu USD th n nm 1998 doanh s ca cng ty l 85 triu USD v tnh n ht nm 2002 th doanh s ca cng ty l khong 240 triu USD. Vi tc tng trng chng mt nh vy Unilever Vit Nam v ang chng t rng mnh l cng ty nc ngoi thnh t nht Vit Nam hin nay.

5 Bng 1.3: H thng cc sn phm ca cng ty: Home Care Personal Care 1. Comfort: Nc x 1. Du gi + Clear lm mm vi + Lux 2. Bt git: + Organics + Omo + Sunsilk + Omo Matic + Pond + Viso 2. Du x: 3. Ty ra: + Sunsilk + Sunlight 3. Kem dng da + Vim + Pond + Hazeline + Vaseline 4. Bn chi v kem nh rng + Close up + P/S + Bn chi C-up + Bn chi PS 5. X phng tm v sa tm + Lux + Dove + Lifebouy Food Stuffs 1. Tr: + Suntea + Lipton + Cy a 2. Thc phm + Cho tht heo n lin Knorr + Vin sp tht b Knorr + Nc mm Knorr - Ph Quc

"Ngun : Phng marketing cng ty Lever Vit Nam" Ngoi cc hot ng kinh doanh Unilever Vit Nam cng tch cc ng gp vo cc hot ng x hi, nhn o v pht trin cng ng. Hng nm cng ty ng gp khong 2 triu la vo hot ng pht trin cng ng ti Vit Nam v cng ty vinh d c nhn bng khen ca th tng chnh ph nc ta v c thnh tch trong sn xut kinh doanh v cc hot ng x

6 hi, nhn o, gio dc, gio dc sc khe cng ng. 1.2 MC TIU V BIN PHP CA CHIN LC MARKETING M CNG TY RA ( DNH CHO CC SN PHM CHM SC C NHN V GIA NH ). Mt trong nhng thnh cng ng n nht ca Unilever Vit Nam khi hot ng ti Vit Nam l vic m rng v khuych trng cc sn phm ca mnh ti th trng Vit Nam. Ch trong vng 1 thi gian ngn k t khi cng ty i vo hot ng nm 1995 v tung ra sn phm u tin ca mnh l du gi Sunsilk v sau l cc chng loi sn phm khc nh OMO, Clear, Vim Cc nhn hiu ny thc s n su vo trong suy ngh v c cn nhc u tin khi ngi Vit Nam mua hng ho tiu dng cho chm sc c nhn v gia nh ny. Cc sn phm ca cng ty c bit n rng khp trn phm vi c nc v cc chi nhnh, i l phn phi bn bun, bn l mc ln nhanh chng vi tc tht ng kinh ngc. Nu nm 1996 khi cng ty ch c khong hn 30. 000 i l phn phi c bn bun ln bn l trn khp c nc th ch trong vng 5 nm con s ny tng gn gp 5 ln t ti con s 150.000 n v i l phn phi, hnh thnh nn mt mng li phn b rng khp trn phm vi quc gia. Sn phm ca cng ty thc s n vi tay ngi tiu dng trn phm vi c nc, t nhng ni xa xi ho lnh nht ngi ta cng bit ti Omo nh l mt sn phm git ty s 1 Vit Nam, hay l Clear du gi u tr gu hng u Vit Nam, Doanh

7 s bn ra ca cc mt hng ny cng tng ln khng ngng ( Khong 30-45%/ nm) v tc tng trng th phn ca cng ty cng tht ng n tng trng th phn trn 7%/nm. t c nhng kt qu cng ty c nhng chin lc marketing trong khong thi gian t khi thnh lp n nm 2005 ca mnh mnh m vi cc mc tiu v bin php rt r rng: 1.2.1 Mc tiu ca chin lc - Chim lnh khong 50-60% th phn ti th trng Vit Nam v cung cp cc loi sn phm chm sc c nhn v gia nh, a cng ty tr thnh ngi dn u trong lnh vc kinh doanh ny. - Tc tng doanh s hng nm cho cc loi sn phm ny hng nm t khong 20-25%. - Tip cn ti hu ht cc khch hng thuc i tng c thu nhp trung bnh v chim i a s trong x hi Vit Nam - Tm cch lm thch nghi ho, Vit Nam ho cc sn phm ca cng ty - Lm cho ngi tiu dng cm thy v nh gi cao sn phm ca cng ty so vi cc sn phm cng loi trn th trng. t c nhng mc tiu ra Unilever Vit Nam ra rt nhiu bin php thc hin nhm bin cc mc tiu ra tr thnh hin thc 1.2.2 Cc gii php m cng ty ra thc hin chin lc ca mnh.

8 - Thc hin chin lc gi ngy cng gim li ko v thu ht nhiu hn cc khch hng v pha mnh ( C th l vic gim gi hng lot cc sn phm trong ng k nht l OMO ) - H thng phn phi cc sn phm phi t c tiu chun : always visble, availble ( Lun lun hin hu, lun lun sn c ) - Sn phm th lun lun phi thay i lin tc nhm thu ht ngy cng nhiu khch hng, p ng cc nhu cu ngy cng a dng v nhng nhu cu tim nng ca khch hng - Chm sc khch hng chu o. - Thc hin v li dng trit cc phng tin tuyn truyn v thng tin qung co thu ht v li ko khch hng ( Qung co trn truyn hnh, bo ch, pan p phch, ti tr cc chng trnh, pht qa tng khuyn mi .). Trong cc bin php k trn bin php m cng ty k vng v tn nhiu cng sc v tin ca nht l vic thc hin cc chin dch tuyn truyn qung co cho cc nhn hiu ca cng ty. Cng ty hng gn nh ton b hot ng ca phng Marketing ca cng ty vo thc hin cng tc ny, coi cng tc ny l trng tm ca phng Marketing trong nhng nm u cng ty thm nhp vo th trng Vit Nam.

CHNG II : PHN TCH CHIN LC


2.1. C S HNH THNH CHIN LC. 2.1.1 Xc nh mc tiu v s mng ca cng ty. Cng ty Unilever Vit Nam xc nh mt cch r rng trong bn tuyn b nhim v ca cng ty: Cng ty Unilever Vit Nam s c bit n nh l cng ty a quc gia hot ng thnh cng nht ti Vit Nam v gi tr ca cng ty c o lng bi: Quy m kinh doanh ca cng ty, sc mnh ca cc chi nhnh ca cng ty, cc dch v chm sc khch hng hon ho ca cng ty, li nhun cao hn bt c n v no khc v s phn phi cc sn phm ca cng ty s lm ci thin iu kin sinh sng ca ngi Vit Nam . Nh vy c th thy trong bn tuyn b nhim v ca mnh cng ty ch ra rng cng ty s l ngi gn b trc tip n quyn li ca ngi tiu dng ti Vit Nam, v cng ty l ngi lun theo st theo ui li nhun ca mnh trn c s tho mn nhng nhu cu ca ngi tiu dng ti Vit Nam. 2.1.2 Xc nh cc kh nng vt tri v cc hot ng to gi tr ca cng ty. 2.1.2.1 Kh nng vt tri ca cng ty. L mt cng ty a quc gia v hot ng trong rt nhiu lnh vc, trong ch yu l kinh doanh v sn xut tiu th cc mt hng ho m phm v n thc ung. Chnh bi vy khi thm nhp vo th trng Vit Nam v hot ng vi t cch l cng

10 ty u t trc tip nc ngoi cng ty xc nh r rng mnh s l nh sn xut v tiu th cc sn phm chm sc c nhn v gia nh hng u ti Vit Nam. Cng ty c kh nng vt tri so vi cc i th cnh tranh khc trong vic sn xut ra cc sn phm chm sc c nhn v gia nh ny ti Vit Nam v hai l do : Th nht, Bn thn cng ty l ngi nm gi cc cng ngh ngun trn phm vi th gii v vic sn xut cc sn phm ny. Th hai, gi nhn cng lao ng v chi ph nguyn vt liu rt r ti Vit Nam. C hai l do ny lm cho cng ty c th sn xut ra cc sn phm chm sc c nhn v gia nh c cht lng tt vi chi ph thp, phc v c i a s ngi dn ti Vit Nam. y chnh l s kt hp c o v ch c duy nht cc cng ty nc ngoi mi lm c v h c cng ngh trong khi t nc chng ta li c nguyn liu v cng nhn r. Vi nhng u th nh vy cng ty Unilever Vit Nam hon ton c th nh bt mi i th cnh tranh ca mnh ti Vit Nam v vic sn xut v tiu th cc mt hng ny. Nh vy c th thy cng ty t c s cho vic thu c li nhun bng cch gim chi ph sn xut cho mt n v sn phm v lm thch nghi ho cc sn phm ca mnh i vi th trng ni cng ty kinh doanh. Khi xem xt cc hot ng ch yu ca mnh( primary Activities) cng ty nhn thy ring cc yu t u vo mc d ti Vit Nam l r v d kim song vic vn chuyn l gp vn ,

11 chi ph vn chuyn hi cao, mt khc mt s nhng nguyn liu chnh, cn thit cho lnh vc ho m phm th cc cng ty i tc ti Vit Nam ca cng ty l cha th sn xut c cho nn cng ty phi nhp khu.Do cng ty quyt nh t nh my ti nhng ni gn ni cung cp nguyn vt liu v l ni trung tm ( nh H Ni v TP. HCM ) tin cung cp nguyn vt liu u vo vi chi ph r. Ngoi ra vi mt i ng cng nhn lnh ngh ( gm c chuyn gia chnh quc v cng nhn k thut gii t pha cc nh my m cng ty lin doanh ti Vit Nam ) vic sn xut i vi cng ty cng khng gp nhiu kh khn. Vn y l lm th no cng ty c th a c sn phm cui cng ca mnh ra ngoi th trng mt cch nhanh nht v n tay nhiu ngi tiu dng nht. Do cng ty t trng tm cc hot ng ch yu ca mnh vo cng tc Marketing sn phm nhm khuych trng cc sn phm ca cng ty, lm cho cc sn phm ca mnh tr nn ph bin i vi tt c mi ngi Vit Nam. i vi cc hot ng h tr ( Support Activities) vi kinh nghim dy dn ca mt cng ty a quc gia hot ng lu nm trn nhiu th trng khc nhau cng ty cng khng gp bt c kh khn no trong vic qun l ngun nhn lc, pht trin cng ngh v Mua sm. l im rt thun li cho cng ty v l mt c s khng nh u th vt tri ca mnh, v cng l c s hnh thnh chin lc ca cng ty.

12 2.1.2.2 Phn tch mi trng kinh doanh ca cng ty. Cng ty Unilever tin hnh nghin cu v phn tch mi trng kinh doanh ca cng ty ti Vit Nam mt cch k cng lm c s cho vic ra chin lc kinh doanh ca mnh. Th nht, cng ty nhn thy v chnh tr, Vit Nam l mt quc gia c s n nh chnh tr rt cao, ngi dn nhn thc, quan im tt v u t trc tip nc ngoi v coi trng nhng cng ty ny, cho nn vic xy dng v hnh thnh mt chin lc kinh doanh lu di ti Vit Nam l hon ton c c s. V mt lut php mc d lut php ca Vit Nam cn nhiu rc ri, bt cp gy nhiu s kh hiu cho cng ty, nhng cng ty thy rng vic u t ca cng ty vo Vit Nam l c s cho n ca cc quan chc a phng, v ph hp vi lut u t nc ngoi ti y, cng thm l cng ty s hiu bit nhiu hn v lut u t cng nh mi trng kinh doanh ti Vit Nam ni chung khi cng ty tin hnh thu ngi bn x lm vic cho mnh cho nn khi hnh thnh chin lc kinh doanh vn chnh tr v lut php i vi cng ty cng khng c vn , tr ngi g qu ln. Ci duy nht m cng ty phi i ph v cn thn trong lut php khi xy dng chin lc l cc vn v lao ng v ch i vi ngi lao ng, bi chnh ph Vit Nam rt quan tm ti vn ny v cng ty c nhng bi hc v cc cng ty nc ngoi khc v cc vn ny ti Vit Nam. Th hai, v vn ho ti Vit Nam cng ty nhn thy ngi

13 Vit Nam l nhng ngi d chp nhn nhng g l mi m v c quan im cch tn, c thi cho n nhng ci mi min l nhng ci mi ny ph hp vi cch sng, cch t duy ca h. H thch tiu dng nhng sn phm mi, lun mi th cng tt vi cht lng ngy cng c nng cao, thm ch khi h cha bit n mt sn phm no , vn qung b sn phm ca cng ty cng khng gp qu nhiu kh khn, bi ngi Vit Nam rt t m, cng ty khi tin hnh khuych trng, qung co ch cn kch thch s t m ca h l sn phm y cng s thnh cng. Ngoi ra, cng ty cn nhn thy s thch ngi Vit Nam rt a dng, rt ph hp vi cc chng loi sn phm phong ph ca cng ty, ngi Vit Nam khng thch hn mt mu sc no ring bit, nh Trung quc a mu nh l mu ca s hnh phc, ngi Vit ni chung l a dng khng c s bi tr mt ci g lin quan n thm m, tr nhng trng hp c lin quan n thun phong m tc ca h. Mt khc, cng ty cng d nh cng ty s tm hiu v hiu bit nhiu v cc vn ny nhiu hn khi cng ty thu nhng ngi Vit Nam lm vic v lin doanh vi cc i tc l ngi Vit Nam. Ti Vit Nam vic phn chia thnh cc nhm x hi l khng c bi Vit Nam vn l nc ngho v i theo con ng ch ngha x hi, cho nn vn i vi cng ty l phc v ng o ngi tiu dng, ch khng phi bt k nhm ngi no. Th ba, v mt kinh t, tuyt i b phn ngi Vit Nam

14 c thu nhp trung bnh v thp, khng cao nh mt s nc khc cho nn khi hnh thnh chin lc kinh doanh ca mnh cng ty cng gp phi mt s kh khn nht nh, nh xc nh cung cp cc loi sn phm ca mnh nh th no cho ph hp vi ti tin ca ngi Vit Nam, cng ty phi gii quyt ng thi c hai vn cng mt lc l va thch nghi ho sn phm ca mnh vi a phng, va phi a ra c nhng sn phm c gi r trn th trng. ng thi cng ty phi c li nhun. y l vn thc s l kh khn i vi cng ty. Mc d ngi Vit Nam c thu nhp thp song ng o v nhu cu tiu th cc sn phm ca cng ty l rt cao, cho nn nng nht, cht b cng ty vn c th tin hnh cc hot ng kinh doanh ca mnh lu di ti Vit Nam c v c c li nhun bng cch lm cc sn phm ca cng ty ph hp vi ti tin ca ngi tiu dng. Vic hnh thnh chin lc ca cng ty ti Vit Nam cng khng gp kh khn g v khng h mu thun vi chin lc kinh doanh quc t ca tng cng ty bi v chin lc chung ca Unilever trn ton cu l Cp nht tin l v Tch tiu thnh i. Tuy nhin, khi tin hnh phn tch mi trng kinh doanh ca mnh cng ty gp phi kh khn thc s khi m i th chnh ca cng ty l P&G trn phm vi ton cu cng tin hnh thm nhp vo th trng Vit Nam vi nhng sn phm ch lc ca mnh nh l Tide v Pantene,Rejoice, Safeguard, l nhng

15 sn phm cnh tranh trc tip vi cc sn phm m cng ty tung ra ngoi th trng c v gi c v cht lng sn phm. Bi v cng nh Unilever, P&G l cng ty a quc gia hng u th gii, l cng ty ho m phm ni ting nht ca M vi lch s hng trm nm hot ng, cng ty ny cng c nhng cng ngh sn xut cc loi ho m phm hng u th gii nh Unilever. V cng ging nh trn th trng cc nc khc Unilever cng ang phi i mt vi thch thc rt ln l lm th no cnh tranh thng li vi cng ty ny. Vi s gia nhp th trng Vit Nam sm hn l P&G, ng ngha vi n l s hiu bit th trng Vit Nam su sc hn, mi trng kinh doanh su sc hn. Vi li th ca ngi i trc cng ty tin rng mnh s ginh thng li trong cuc chin vi P&G. Mt im na khin cng ty t tin l s ginh thng li trong cuc chin vi P&G ti th trng Vit Nam l P&G theo ui chin lc phc v nhng phn on th trng c thu nhp cao hn, trong khi nh cng ty phn tch l phn on th trng ny ti Vit Nam khng nhiu v cng ty th li theo ui chin lc l phc v i a s nhng ngi tiu dng trong x hi,y l iu m P&G khng nhn ra ti th trng Vit Nam. Ngoi P&G ra cng ty cn phi i ph vi rt nhiu cc i th cnh tranh n t Nht Bn v Hn Quc nh Kao, Double Rich, v cc i th bn x khc ti Vit Nam nh DASO vi cc thng hiu quen vi ngi Vit, hay l M Ho, V Dn, v cc cng ty ha m phm khng chuyn khc ti th trng Vit

16 Nam. Li th ca cc cng ty ny th trng Vit Nam theo nh cng ty xc nh l s hiu bit th trng su sc, v phc v c nhng phn on th trng m cng ty khng vi ti c, tc l h l nhng ngi lp ch trng trn th trng. Tuy nhin nhng cng ty ny li thiu vn, kinh nghim qun l, thiu chin lc kinh doanh di hi cho nn khi cnh tranh vi cng ty trong di hn th u th s nghing v pha cng ty. 2.1.3 Hnh thnh chin lc. Vi nhng s phn tch cn k nh vy v kh nng ca cng ty v cc i th cnh tranh, kt hp vi vic phn tch mi trng u t, kinh doanh k cng v vi chin lc chung ca Unilever Vit Nam l chin lc cp nht tin l cng ty t trng tm hot ng ca mnh vo cng tc Marketing v cng tc th trng. B phn Marketing ca cng ty tin hnh phn tch, nh gi cc yu t ca mi trng u t, chin lc chung ca cng ty v trn c s hnh thnh nn chin lc Marketing ca cng ty 2.2. TNH HNH THC HIN V KT QU CA CHIN LC MARKETING CA CNG TY UNILEVER. C th thy qu trnh hnh thnh chin lc Marketing ca cng ty Unilever Vit Nam qua cc bc k trn l theo trnh t l-gc hp l, cng ty i qua tng bc t c bn nht hnh thnh chin lc kinh doanh cp chc nng ca ring mnh. Chin lc kinh doanh cp chc nng ny l hon ton ph hp

17 vi mi trng Vit Nam v hon ton ph hp vi chin lc chung ca Tng cng ty, cng nh n cng cho thy cch thc linh hot m cng ty i ph vi s cnh tranh ngy cng gia tng trn th trng ca cc loi sn phm ny. Trong kinh doanh bit ngi, bit ta, trm trn, trm thng Unilever Vit Nam lm c vic ny cng ty tm hiu rt k cc i th ca mnh khi ra chin lc kinh doanh ca ring mnh v cng rt bit mnh ang ng v tr no v u trong ngnh sn xut trn th trng Vit Nam cng nh trn th trng th gii. Vic phn tch mi trng kinh doanh ca cng ty ti Vit Nam l kh chi tit song d sao vic phn tch ny v s hiu bit ca cng ty ti th trng Vit Nam vn cn phi tip tc c b xung v hon thin lm cho chin lc m cng ty la chn thc s bm st vi th trng nhm phc v tt nht ngi tiu dng v thc hin c mc tiu ca chin lc ra. 2.2.1 Tnh hnh trin khai thc hin chin lc ca cng ty Trn thc t vic trin khai v thc hin chin lc Chin lc Marketing mt cch mnh m ca cng ty t khi cng ty thm nhp vo th trng Vit Nam n gi thc s khin cho nhiu nh kinh doanh ca Vit Nam phi thc s l kinh ngc bi tc v quy m ca n. nh gi vic thc hin chin lc ca cng ty ngi ta c th c nhiu tiu thc nh gi tnh hnh ny tuy nhin, mt cch khi qut nht vic thc hin Chin lc Marketing ca cng ty Unilever Vit Nam c th c nh gi qua 4 ch tiu c th sau:

18 Mt l, ch tiu v gi c. Vi mc tiu l tip cn i a s ngi tiu dng ngi Vit Nam v chim lnh cng nhiu cng tt v th phn ca cc dng sn phm chm sc c nhn v gia nh trn th trng, k t khi hot ng cho n nay cng ty thc thi chnh sch gi c mt cch linh hot theo s bin ng ca th trng, theo chin lc gi ca i th cnh tranh v theo hng gi ngy cng gim. Theo thng k khng chnh thc ca cng ty th trung bnh hng nm gi c ca cc sn phm chm sc c nhn v gia nh ca cng ty gim xung khong 7-9% v c nhng lc c bit cng ty gim gi ti 30% gi c ca mt loi sn phm cnh tranh v thu ht ngy cng nhiu khch hng v pha cng ty mnh. Chng hn i vi vic cnh tranh trong vic cung cp cc sn phm bt git ra ngoi th trng, trc ng thi ca P&G gim 20% gi ca sn phm bt git Tide t 14.500VND cho gi 1,5 kg xung cn 11.000 VND lp tc Unilever Vit Nam tin hnh gim gi cho 1/2 kg bt git ca mnh t 7.500 VND xung cn c 5.500 VND. y l mt mc gim gi k lc v theo nh s nh gi ca nhiu ngi vic gim gi ny ngoi vic cnh tranh ln nhau, cc cng ty cn mong mun nh bt cc i th cnh tranh khc l cc doanh nghip Vit Nam trong vic sn xut cc sn phm ny. Gim c cng ty DaSo Vit Nam cho bit rng cc khch hng ca cng ty cng ang ch sn phm ca cng ty c gim gi song nu chiu lng khch hng cng ty s l ngay. V chnh nhng cng ty nh Unilever v P&G

19 khi tin hnh gim gi cng khng h thu c bt c mt khon li nhun no, tuy nhin ci cng ty t c y l th phn v nh bt nhng i th cnh tranh ngi Vit, vn khng th trng vn u tranh trong nhng cuc chin di hi. y l ch tnh ring cc sn phm l bt git ca cng ty cc sn phm khc cng c s gim gi tng t, tuy nhin khng phi l gim gi vi tc khng khip nh th nh cc sn phm Vim v cc chng loi sn phm du gi u nh Clear, Lux, organics, Sunsilk, Hazelin ch gim trung bnh hng nm khong 4.5%. Nhng nhn chung tin gim gi v chim lnh th trng ca cng ty k t khi hot ng ti Vit Nam ca Unilever tht l ng kinh ngc v ngoi sc tng tng ca cc cng ty Vit Nam. Hai l, v sn phm S thnh cng ca cng ty cng l khng th khng k n. thc hin cc mc tiu ca mnh cng ty lun i mi sn phm lun cho ra i nhng chng loi sn phm mi v ci tin sn phm lin tc. Nu nh ngi Vit Nam cha kp thch nghi vi vic dng Sunsilk trong nhng ngy u cng ty mi vo Vit Nam th ch trong mt thi gian ngn sau hng tung ra mt lot cc chng loi sn phm khc nh Clear, organics, sau l Dove v Lux khin cho nhiu ngi Vit Nam lm tng rng mi mt nhn hiu sn phm ni trn l do nhiu cng ty lm ra v nh vy nu khng thch loi sn phm ny khch hng c th chuyn sang dng loi sn phm khc ca cng ty m khng thc mc g. Cn nhc n

20 cc sn phm ca Unilever Vit Nam th trong u mi ngi Vit Nam chc tht ch c bit ch Mi bi v s ci tin trong cc sn phm ca cng ty tht ng kinh ngc lc no cng thy mi, cng thy ci tin. Nu nh trn truyn hnh Vit Nam va pht qung co v mt loi bt git c tn l OMO mi cha c lu th ch khong 1 thng sau li c thm qung co v mt loi OMO c ci tin vi cc cng thc c o v cht lng ngy cng tt hn , iu ny cng ngy cng kch thch ngi tiu dng dng th cc sn phm ca Unilever v tiu dng chng vi tc kinh ngc. Nu so snh vi loi bt git ca i th cnh tranh chnh ca cng ty l Tide th c th thy r c iu ny, c l ch c mt s b phn, khng nhiu ngi dn tiu dng sn phm Tide ca P&G v hu ht nhng ngi ti thnh th khi c hi tiu dng loi bt git g, 60% trong s h tr li l OMO. i vi cc chng loi sn phm khc ca cng ty cng vy. Clear vi cc chng loi qu a dng t Clear Bc h, Clear th gin mi, Clear sum mm, en ng hay nh b su tp Sunsilk vi Sunsilk b kt, Sunsilk b xung dng cht vi tinh du Oliu, Tt c iu u chng t nhng n lc khng bit mt mi ca Unilever Vit Nam trong vic thc hin nhng mc tiu chin lc ca mnh. Mt v d khc thch nghi cc sn phm ca mnh vi iu kin v c vn ho, kinh t ca Vit Nam Unilever cho ra i nhng gi du gi ch vi gi 500 VND ph hp vi nhng ngi c thu nhp trung

21 bnh v thp Vit Nam. Ngoi ra cng ty cng nhn thy ph n Vit Nam hay dng b kt gi u v hng nhu mt loi l thm ph bin ti Vit Nam dng tm hoc xng hi cng ty cho ra i nhng sn phm c s kt hp ca B kt l Sunsilk b kt, hay nh Clear th gin vi thnh phn chnh c hng nhu Mt s kt hp tuyt vi gia cc sn phm truyn thng v mnh ca cng ty vi vn ho sng ca ngi Vit. Ba l, H thng phn phi ( Networks) ca cng ty. Cho n ht nm 2002 cng ty hin ang c khong 350 nh phn phi v hn 150.000 cc ca hng bn bun v bn l cc sn phm ca cng ty trn ton quc. Mt con s ng kinh ngc v ng ngha vi n l cc sn phm ca cng ty trn ngp khp th trng Vit Nam t vng xa xi ho lnh, cho ti nhng ni tp np nht ca thnh th Vit Nam. Bng 2.1: S pht trin ca h thng phn phi sn phm ca cng ty Unilever. n v: S i l
Nm Cc knh phn phi Nh phn phi ln i l bn bun i l bn l 1996 57 1997 125 1998 198 1999 250 2000 293 2001 336 7.900 2002 350 9.300

1.500 3.300 5.050 6.400 7.200

30.000 50.000 64.000 83.000 96.000 120.000 135.000

"Ngun: Phng Marketing cng ty Lever Vit Nam" Vi 2 mc tiu m cng ty d ra cho h thng Networks ca

22 mnh l lun lun sn c v lun lun hin hu, h thng phn phi ca cng ty cho n thi im ny t c 2 ch tiu . Rt him khi no m bn li khng th mua bt c mt sn phm no ca Unilever ti Vit Nam ngay ti i l gn nh bn nht, v khng bao gi bn thy ti cc ca hng bn l ca cng ty m khng p ngay vo mt bn cc sn phm ca cng ty. S thnh cng trong vic trin khai h thng phn phi ny ca cng ty ti th trng Vit Nam phi ni n s nng ng ca cc nhn vin ngi Vit Nam lm cho cng ty, tuy nhin khng th khng k n s ti tnh trong kinh doanh ca cng ty l s dng c cc i l phn phi ca cc doanh nghip Vit Nam l i tc ca cng ty mt cch hon ho m khng gp phi bt k mt vn kh khn no v nhn s v kin ton h thng phn phi. Bt c mt chnh sch Marketing no lin quan n h thng phn phi do cng ty t ra u c cc i l ca cng ty trn phm vi ton quc thc hin mt cch thng sut v hon ho. Bn l, Cng tc qung co cc sn phm ca doanh nghip trn cc phng tin thng thi i chng. C th ni rng y l mt thnh cng nht, t c hiu qu cao nht v cng gy c n tng mnh m nht trong tm tr nhng ngi tiu dng Vit Nam. Vic qung co cc sn phm chm sc c nhn v gia nh ca cng ty c tin hnh trn tt c cc phng tin thng tin i chng. T vic in cc pan, p phch, pht cc t ri, th ng ca cng ty n cc khch hng ca mnh thng qua

23 mt i ng cc cng tc vin v nhn vin nhit tnh. Tn sut ca vic in cc t ri k t khi cng ty hot ng ti Vit Nam l trung bnh khong 2 thng cng ty thc hin vic lm ny trn phm vi tt c cc thnh ph trn ton quc. Mt con s rt ln, chng t c tim lc ti chnh cng nh l cc n lc ca cng ty. qung b cc sn phm ca mnh cng ty Unilever Vit Nam cn tin hnh thc hin cng tc qung co trn bo i, ti vi vi tn sut cao, gn nh l lin tc. Chng ta c th thy r iu ny v nu nh cm trn tay mt cun tp ch hay bo no ni v tiu dng th trn chc chn c qung co ca cng ty Unilever v mt mt hng no trong nhm sn phm ny. Hay nh trn truyn hnh_ trng tm trong qung co ca cng ty_ Cng ty Unilever chia ra lm 2 mng hot ng chnh. Th nht l thc hin qung co vi tn sut cao cc sn phm ca mnh trong cc knh truyn hnh ca Vit Nam v cc knh truyn hnh cc a phng. Bt c mt chng trnh phim truyn v gii tr no hay th dt khot trc, sau, hoc trong khi xem truyn hnh khn gi s c xem cc on phim qung co y cng phu, ti vui v i vo lng ngi xem mt cch nh nhng ca cng ty Unilever Vit Nam cho cc sn phm chm sc c nhn v gia nh ca mnh. Bng 2.2: Nhng nh qung co ca nm 2002 ca i truyn hnh Vit Nam.

24

T VN60 50 40 30 20 10 0

56 45 31

28

Unilever

Heineken & Tiger

P&G

Cng ty Cc cng ty khc

"Ngun: Phng Marketing Cng ty Lever Vit Nam "

25 Bng 2.3: Qung co ca Unilever Vit Nam qua cc nm.


T VN 60 50 40 30 30 20 10 0 1998 1999 2000 2001 2002 Nm 37.5 45 56 53.1

"Ngun: Phng Marketing cng ty Lever Vit Nam" Theo thng k ca i truyn hnh Vit Nam v cc nh qung co ca nm 2002 th ring qung co cc sn phm ca Unilever chim khong 35% tng thu nhp m i truyn hnh nhn c t cc hot ng qung co nhiu hn so vi bt c doanh nghip no qung co trn i truyn hnh Vit Nam, cng nh ca bt c i th cnh tranh no ca Unilever. Ch ring 4 nhm sn phm c qung co nhiu nht ca cng ty l Sunsilk, Clear, Lux, v Omo chim khong 56 t VND trong khi i th chnh ca cng ty l P&G qung co cho cc sn phm ca cng ty ny ch t khong 28 t VND. Nh vy trong lnh vc qung co truyn hnh cng ty Unilever Vit Nam khng c i th cnh tranh, iu cng l gii d dng l ti sao cc sn phm ca cng ty li c tiu dng nhiu n vy. Mng th hai khi tin hnh qung b trn truyn hnh ca cng ty l ti tr cho cc chng trnh vui chi gii tr trn truyn hnh vi

26 kinh ph ln ti gn 30 t VND, cc chng trnh liveshows hin ti ang ni ting nht ti Vit Nam c s ti tr ca cng ty phi k n : chic nn k diu , Cc chng trnh ca nhc ca Vit Nam, nh ch nht ( Cng ty mi thc hin ti tr t 82002) Mt ip khc m chng ta lun cm thy quen thuc khi xem cc chng trnh ny l chng trnh do Pond, Omo, Clear ng ti tr. iu ny cho thy s thnh cng ca cng ty trong vic thc hin cng tc qung co v l mt trong nhng ng lc ch yu gip cng ty t c tc tng trng v th phn v khin cho ngi tiu dng ngy cng nh gi cao cc sn phm ca cng ty Ngoi ra cng ty cng rt thnh cng khi ngy cng li ko cc khch hng v pha mnh bng cch cho h c c hi dng th thng qua cc hot ng pht qu min ph trn phm vi tt c cc thnh ph ln ton quc. Cc chng trnh ny c cng ty tin hnh mt cch u n thng l ngay sau khi tung ra cc sn phm mi v c ci tin ca cng ty. Ni tm li, tin trnh thc hin chin lc ca Unilever Vit Nam c din ra mt cch trnh t v c tin hnh mt cch bi bn vi mt tc nhanh chng v kh tng tng i vi cc doanh nghip Vit Nam. Tt c cc cng tc trong tin trnh thc hin chin lc c tin hnh v phi hp mt cch hon ho, nhp nhng, hot ng ny h tr v thc y cho cc hot ng khc ca chin dch vi mt mc tiu chung l thc hin thnh cng cc mc tiu ca chin lc.

27 2.2.2 Kt qu thc hin chin lc. ra chin lc v thc hin cc bin php thc hin cc mc tiu ca chin lc mt cch nghim tc vi tc cao v sng to gip cho cng ty Unilever Vit Nam thu c nhng kt qu khng th tng tng c. Ch trong vng hai nm hot ng cng ty thu c li. Vi mc li tng trng trung bnh ca cng ty t trn 40% l mt con s m c ca nhiu cng ty hot ng ti Vit Nam. Doanh s cho cc dng sn phm chm sc c nhn v gia nh ca cng ty cng gia tng vi t l k lc, cng trn 40%/nm. Doanh s ton cng ty Unilever Vit Nam ni ring tng trng trn 50%/nm vi doanh s cho n ht nm 2002 ti Vit Nam khong 240 triu USD. V th phn nh mc tiu ca cng ty ra l chim khong 50-60% th phn v cc sn phm chm sc c nhn v gia nh, cng ty cho n nay cng t gn t c mc tiu ny hin ti trn th trng cc sn phm chm sc c nhn v gia nh cng ty hin chim khong 45% th phn. Con s ny chnh l mt minh chng r rng nht v vic thc hin thnh cng chin lc khuych trng sn phm ca cng ty, nh c chin lc ny m ngi tiu dng ngy cng bit nhiu n cc sn phm ca cng ty v h cng ngy cng thch tiu dng cc sn phm ca cng ty.

28

CHNG III: B QUYT THNH CNG CA CNG TY V BI HC I VI CC DOANH NGHIP VIT NAM.
3.1. TNG KT TNH HUNG Trong gn 8 nm hot ng ti Vit Nam Unilever Vit Nam tr nn ni ting v uy tn trn th trng v cc sn phm ho m phm, n ung, c bit l trn th trng cc sn phm chm sc c nhn v gia nh. S thnh cng y l kt tinh ca cc chin lc kinh doanh ng n, s qun l v kim tra vic thc hin chin lc kp thi v nhng n lc ht mnh khng bit mt mi ca cng ty. Xt v mt trnh t hnh thnh chin lc, cng ty tin hnh qua 2 giai on: u tin l xc nh s mnh v tn ch hot ng ca cng ty, sau cng ty tin hnh phn tch kh nng ca cng ty v mi trng kinh doanh ca mnh. c hai giai on hnh thnh chin lc cng ty u tp trung mi phn tch ca mnh hng v ngi tiu dng v tp trung vo khai thc cc thi quen, tp tc sinh hot v thu nhp ca ngi Vit Nam lm c s ra cc mc tiu v chin lc c th ca mnh. Vi mt cng ty a quc gia ln, tng hot ng trn nhiu quc gia khc nhau cng ty khi tin hnh cc hot ng kinh doanh ca mnh ti Vit Nam cng ty chng t rng mnh l mt doanh nghip kinh doanh cc mt hng ho m phm hng u th gii. Cc sn phm ca cng ty ngy cng c bit n

29 v tiu dng mnh m ti Vit Nam. Khi quyt nh xy dng cho mnh mt chin lc nhm khuych trng mt cch mnh m cc sn phm ca cng ty, Unilever tnh n tt c cc tnh hung c th xy ra, tnh n nh hng ca cc yu t sn xut, ngi tiu dng v c ca cc i th cnh tranh i vi chin lc ca mnh. Vic quyt inh a ra nhng bin php thc hin cc mc tiu ca chin lc ca cng ty hon ton da trn c s ca s phn tch k cng . Vi gi sn phm cng ty lun ch trng l gim, cng nhiu cng tt y mnh vic tiu th sn phm v khuynh khch ngi tiu dng mua ngy cng nhiu sn phm ca cng ty hn. Vi h thng phn phi th khng c g phi bn nhiu v nhng g cng ty thc hin c l khng th k ht. T mt doanh nghip phi phn phi sn phm thng qua cc i l ca cc i tc Vit Nam cng ty hnh thnh cho mnh mt h thng i l khng khip , rng khp trn ton quc. Vi cng tc R&D cng ty tin hnh v u t nhiu tin ca cng ty lun c mt h thng nhng sn phm ci tin, cht lng cao v dng cc nguyn liu t trong nc ngy cng nhiu hn, nh ng vo tm l ngi Vit Nam l mun tiu dng cc sn phm r v c cht lng cao. Ngoi ra cng ty cng to ra ngy cng nhiu s la chn cho khc hng bng cch cho ra i nhiu chng loi sn phm phc v cng mt nhu cu ca ngi dn. c bit vi cng tc qung b sn phm ca mnh trong cng ng qua cc

30 phng tin thng tin i chng cng ty thu c nhng thnh cng vang di, vic tin hnh tuyn truyn qung co ca cng ty l da trn c s v nguyn tc l : lin tc khng mt mi, kch thch s t m v hp dn. Nhng thnh cng ca vic thc thi cc bin php l vic sn phm ca cng ty trn ngp th trng v doanh s tng vi tc chng mt. Ni tm li, vic hnh thnh v thc thi chin lc ca cng ty Unilever Vit Nam l mt qu trnh s dng nhng kin thc l lun v chin lc kinh doanh mt cch nhun nhuyn trong iu kin v hon cnh c th ca th trng Vit Nam. Song vic thc thi chin lc ny mt cch thnh cng li da trn c s mt s ch o ng n, nhng bin php chuyn nghip, lnh ngh ca mt cng ty a quc gia hng u th gii v s lao ng khng bit mt mi ca cc nhn vin cng ty. 3.2. B QUYT THNH CNG CA CHIN LC MARKETING CA CNG TY. 3.2.1 Thch nghi ho cc sn phm ca cng ty vi th trng Vit Nam. Ti Vit Nam khi cho ra i bt c sn phm no phc v mt nhu cu no ca ngi Vit Nam, vic u tin Unilever lm l ngh xem liu sn phm ny s c chp nhn nh th no ti th trng ny? v liu cng ty c th lm cho cc sn phm ny tr nn gn gi vi ngi tiu dng Vit Nam hay khng? S thnh cng ca cc sn phm chm sc tc nh Sunsilk v Clear l mt trong nhng trit l y ca cng ty. Cng

31 ty bit kt hp cc dc tho dng gi u trong dn gian Vit Nam nh b kt, hng nhu to nn nhng sn phm c o. Hay cng ty khai thc s gn gi ca ngi Vit Nam vi tr xanh m lm nn cc sn phm c tinh cht tr xanh ring bit ca mnh. 3.2.2. Mt chin lc kinh doanh di hi v bn b kt hp vi nn ti chnh cng ty vng mnh Vic thc hin chin lc khuych trng sn phm ca cng ty khng phi l mt sm, mt chiu nay th khuych trng rm r, mai th li xt ngm m chin lc ny ca cng ty c tin hnh mt cch bn b vi tn sut ngy cng cao. Cng ty tp trung tt c cc n lc ca mnh vo vic thc hin thnh cng chin lc ny. Chng ta khng th thy mt cng ty no trong 5 nm lin lin tip dn u trong cuc bnh chn l nh qung co ca nm ca i truyn hnh Vit Nam. Hay nh khng mt doanh nghip no c th bn b pht qu min ph cho ngi tiu dng nhiu n th( Trung bnh c 1,5 thng mt t trn phm vi ton quc). Tt nhin, tt c nhng vic lm ny ch c th lm v tin hnh c khi m cng ty c mt nn ti chnh vng vng, tuy nhin cng c cng ty khc c nn ti chnh vng mnh nh Unilever cng khng lm c nh vy ( th d nh P&G ) bi v vic lm ny l con dao hai li, v chi ph qung co ti Vit Nam i vi cc doanh nghip c vn u t nc ngoi l rt cao khong 1000 USD/ pht do vy, nu qung co

32 qu nhiu m sn phm li khng bn chy th chi ph b y ln rt ln. Song Unilever vn lm v cn thu c thnh cng rt ln, v cng ty dm chp nhn mo him. Trong kinh doanh dm chp nhn mo him cng l mt nhn t khng th thiu quyt nh n s thnh cng ca cng vic kinh doanh. 3.2.3 Bit mnh, bit ngi Binh php Tn t ni : bit mnh bit ngi , trm trn trm thng . thc hin iu ny Unilever t ra rt bit mnh khi ra nhng chin lc kinh doanh cho ring mnh khi cng ty tin hnh nghin cu, phn tch ngnh ngh ca mnh mt cch t m, tm ra kh nng vt tri ca mnh trong vic sn xut cc sn phm v xc nh mnh s ng v th no trong vic cung cp cc sn phm ti th trng Vit Nam. Cn bit ngi nh th no? Cng ty tin hnh phn tch mi trng kinh doanh quc gia , quc t ca mnh mt cch cn k, t m, nh gi ng thc lc ca cc i th cnh tranh v xc nh i th cnh tranh chnh ca mnh v trc tip nht vn l P&G. Mt s bit mnh, bit ngi hon ho , chnh bi l doa y cho nn vic chin lc ca cng ty thnh cng cho n thi im ny khng c g l bt ng c. S thnh cng ch n vi nhng cng ty hiu bit cn k mnh l ai? Mnh mun g ? i th nh th no ? C ng s khng? i ph nh th no ? V hp dn cc khch hng ca mnh ra sao? Unilever tr li c tt c nhng cu hi .

33 3.3. CC DOANH NGHIP HO M PHM VIT NAM HC C G T S THNH CNG CA CHIN LC MARKETING CA CNG TY UNILEVER VIT NAM. Hin ti Vit Nam c khong 3 cng ty ln chuyn sn xut cc sn phm chm sc c nhn v gia nh, cng hng trm cng ty ln nh hot ng sn xut cc sn phm ny ti cc thnh ph, th x trn ton quc. Tuy nhin hot ng ca cc cng ty ny th hon ton manh mn, thiu mt chin lc di hi v r rng ng thi gp hn ch v mt cng ngh, trnh qun l, v ci quan trng nht l thiu vn. Cc sn phm ca cc cng ty Vit Nam hin ti hon ton chu s lp v trc cc cng ty nc ngoi. Ly mt th d minh chng cho iu ny, Qua thm d b ti 100 khch hng ti siu th Cora Min ng ( Gn thnh ph HCM), c 80% khch hng khng dng cc sn phm ha m phm ca Vit Nam v ch c 20% cn li l dng cc sn phm ho m phm c sn xut trong nc v ca Trung Quc. Thc ra i vi cc sn phm ho m phm Vit Nam vic gi ca cc sn phm r cha chc l mt u th. Nhiu sn phm chm sc c nhn v gia nh ca Vit Nam r song li gy ra nhiu s ngi ngng t pha nhng ngi tiu dng, nhng kin i loi nh Cc sn phm chm sc tc c hn 13.000 khin cho ti nghi ngi khng dm dng th sn phm ny hay Gi thp qu, ti khng tin tng lm vo cht lng ca n T

34 c th cho thy vic chp nhn sn phm i vi cc mt hng ny khng phi c c gi r l c v ci quan trng v mu cht nht y l cht lng v uy tn. Hay nh cc sn phm bt git ca Vit Nam qung co vi cc khu hiu Bt git tt nht ti Vit Nam cng khng c cho n nhiu lm v c thc mi vc c o ngi tiu dng ch dng th sn phm ca cc cng ty ny ch mt ln v pht hin n khng c nh mnh mong mun v nh qung co th l h khng mua na v th l doanh nghip mt khch hng Ngoi ra ti th trng cc sn phm chm sc c nhn v gia nh Vit Nam cn c nhiu cu chuyn v tnh hung tng t nh th. Nhng tu chung li vn kh khn nht i vi cc cng ty sn xut ho m phm Vit Nam l cht lng, v ho m phm vn l nhng mt hng nhy cm n c cho n nhit lit, cng nh b ty chay hng lot nu nh khng p ng cc tiu chun v cht lng i vi ngi tiu dng. Ci kh th hai, c coi l kh khn nht ca cc cng ty ti Vit Nam l s thiu ht v mt ti chnh. Cc cng ty cng c th nu ra nhng l do : Ti cng mun lm nh cng ty Unilever song nu lm nh th th cng ty s l mt v tnh hnh ti chnh ca cng ty s khng chi c. Tuy nhin ci kh, s l ci khn, nu khng ch mt n ca Unilever tung ra l gim gi th cc cng ty ca ta phi cht lun hay sao ? Khng phi nh vy n chng ta c i sch tt v chin lc kinh doanh r rng cng thm l chng ta c uy tn i vi cc sn

35 phm ca mnh th chng ta s vt qua nhng ro cn . Trc s thnh cng ca Unilever trong vic thc hin chin lc khuych trng sn phm ca mnh. Cc cng ty Vit Nam v trc mt c th hc hi t cng ty Unilever nhng bi hc nh sau: Ghi nh: Lun c gng i theo quan im ca khch hng, mi cng tc, hot ng ca mnh phi lun hng vo khch hng v tho mn nhu cu ti a ca h. Thc hin: + Lun tm cch nng cao cht lng sn phm, ci tin sn phm nhm tm cch lm h chi ph, gi thnh, nng cao uy tn ca sn phm trn th trng trong nc. + Tm v thit lp cc knh phn phi ca mnh theo tiu chun ca Unilever l always visible, always availble. + Qung co v xc tin bn hng thng xuyn v hng mi n lc ca cng ty vo thc hin cng tc ny khi sn phm c cht lng tt, vic ny ch c ngha khi cc sn phm ca cng ty c cht lng cao cn nu nh cht lng km m lm qung co mnh m c khi lm cho cng ty mt khch hng thm + Thc hin chm sc khch hng chu o c trc, trong v sau khi bn hng.

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