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I HC KINH T THNH PH H CH MINH KHOA THNG MI-DU LCH-MARKETING Mn: Marketing Ton Cu GVHD: Ths.

Hunh Phc Ngha

BI TP PHN TCH TNH HUNG

Danh Sch Nhm 11


1> 2> 3> 4> 5> Bi Th Minh Phc Nguyn Thy Phng Danh Nguyn Th Phng Tho (21/9) Nguyn Th Dung L Duy Vinh KD3 KD2 (trng nhm) KD3 KD3 KD3

Thng 11/2012

MC LC

u n

WHIRLPOOL................................................................. 3

Cu 1: Thch thc th trng thc s l n t no m Whirlpool phi t ay i chin lc cnh tranh? ................................................................................................................. 3 1. Tm Tt Tng Quan Th Trng Thit B Gia Dng ........................................................ 3 2. Phn Khc Th Trng Ca WP............................................................................................... 7 3. Khng Hong Th Trng .......................................................................................................... 4 4. i Th Cnh Tranh..................................................................................................................... 5 5. Thch Thc T Chi Ph:.............................................................................................................. 6 6. Thch Thc T i Ng Qun L: ......................................................................................... 6 Cu 2 Di c n n Marketin , Wirlpool c n n ng mi no lm t ay i p n t c marketin n t no? ...................................................................................... 7 1. Xy Dng Sn Phm Ton Cu. ............................................................................................... 7 2. Gi C ............................................................................................................................................... 8 3. Chin Lc V Chui Cung ng Trn Ton Cu. ............................................................. 9 4. Xc Tin V Marketing Ni B................................................................................................ 9 5. i ng qun l ........................................................................................................................... 10 6. Chun Ha Quy Trnh Lm Vic .......................................................................................... 11 7. Nhng Thay i V T Duy Marketing Ca WP ........................................................... 11

u n 2 HOA I COLOMBIA ............................................ 14

Cu 1: Tm tt b i cnh cnh tranh, b i cnh ngnh, th trng tiu dng hoa ti M?..................................................................................................................................................15 1. Bi cnh ti thi im xy ra tnh hung ............................................................................ 15 2. Th trng tiu dng hoa ti M ......................................................................................... 17 3. Bi cnh thi im hin ti: ................................................................................................ 18 Cu 2 u l n n yu t c o t y c i kin oan c o n n oa ti Colum ia u t k u ra M v t ii ....................................................................................................19 1. iu kin t nhin ...................................................................................................................... 19 2. Chi Ph Nh n C ng .................................................................................................................... 19 3. Gi ................................................................................................................................................... 20 4. H Thng Ph n Phi V C S H Tng Phc V H Thng Ph n Phi ................ 20 5. Nhu Cu h ch H ng ............................................................................................................... 21 6. Ch nh Ph ..................................................................................................................................... 21 7. Hip Hi Ng nh Hoa Ti socoflores .............................................................................. 22 Cu 3 iu g lm nn thnh cng ca n n oa Colum ia i gc nhn marketing? ....................................................................................................................................23 1. Sn phm ....................................................................................................................................... 23 2. Gi ................................................................................................................................................... 24 3. Phn Phi ...................................................................................................................................... 24 4. Xc tin.......................................................................................................................................... 25 Cu 4 Hy p n t c n n i c v tron k n on ca n n oa ti Colombia?......................................................................................................................................26 1. Sn Phm....................................................................................................................................... 26 2. Gi ................................................................................................................................................... 26 3. Xc Tin ........................................................................................................................................ 27 4. Yu Km Trong Hiu Bit V Khch Hng ...................................................................... 27 5. Khng Thnh Cng Trong Vic Pht Trin Cc Knh Phn Phi.............................. 27 6. C Doanh Nghip V Chnh Ph u Thiu Kin Thc V V Tr Tng i V Mu Thun Vi Nhau .......................................................................................................................... 28

7. D Ng nh Hoa Ti Colombia Lu n C Nhng im Yu Cho Vic Pht Trin Trong Qu Trnh Khng Hong Nhng C Th Thy c Colombia Lu n N Lc t Ph Sng To Ra Cc Gii Php Trong Cc Tnh Hung Bt Li ........................................ 28 Cu 5 Bn r t ra n n i c c o m n k i n i n cu t n u n ny i c n n marketin ...........................................................................................................................29

n u n M N MC THU P DNG CHO LP XE TRUNG QUC VO M .................................................................... 32


1. 2. 3. Nguyn Nhn .......................................................................................................................32 C H i Cho Casumina Vit Nam ...................................................................................33 B t Li Cho Casumina Vit Nam...................................................................................34

n
1. 2. 3.

u n

MICROSOFT GOOGLE YAHOO ......................... 36

V sao Google v Microsoft cnh tranh vi nhau ? ....................................................37 Ti sao Microsoft mu n mua Yahoo? ...........................................................................38 Ti sao Yahoo li vui khi 2 thn tr n u vi nhau? ..............................................38

u n

WHIRLPOOL

Cu 1: Thch thc th trng thc s l n t no m Whirlpool phi t ay i chin lc cnh tranh? Cu 2: Di gc nhn Marketing, Whirlpool c n n ng mi no lm t ay i p n t c marketin n t no?

Cu 1: Thch thc th trng thc s l n t no m Whirlpool phi t ay i chin lc cnh tranh?

1. Tm Tt Tng Quan Th rng Thit B Gia Dng 1.1. c im

Ngnh cng nghip thit b gia dng tr th nh i din cho cuc sng ca nhng gia nh hin i.C nhng c im sau y: + Chi ph c nh cao do cc chi ph ca cc nh my, duy tr v vn hnh thit b my mc v nghin cu pht trin. + Li nhun ngnh mang tnh chu k, ph thuc v o vng i sn phm. + Chu t c ng mnh m t s pht trin ca kinh t v y l sn phm lu di th khi suy thoi hay c bin ng kinh t th y l nhng sn phm u tin m c c gia nh hn ch chi tiu. 1.2. Th trng Th trng M Th trng Bc M thi ang ri v o tnh trng bo ha, nhiu i th cnh tranh v WP thi ang ri vo tnh trng khng hong trong mt cuc chin khng c kh nng chin thng th trng thit b gia dng Bc M. Th trng chu u v chu Nhng nm cui th k IXX, th trng Chu u v Chu l nhng th trng tim nng l rt quan trng ca c c c ng ty thit b gia dng lc v
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trong khi 65% M h gia nh c m y sy, th ch u u ch c 18% h gia nh c m y sy. C c th trng ch u M Latinh v Chu cng c xu hng tng t nh vy. tn dng li th a phng khi x m nhp v o th trng n y, c c nh sn xut thit b hnh th nh lin minh chin lc v thc hin mua li. General Electric lin doanh vi c ng ty nh l General Electric PLC v thay i chin lc ca mnh di chuyn "trung t m" ca c ng ty sang c c nc c ng nghip ch u u, ch u v M Latinh, th nh lp lin doanh vi Godrej n v lin doanh vi Mabe Mexico. Nm 1989, Whirlpool mua c ng ty thit b ca H Lan l Phillips. Whirlpool x y dng 10 nh m y ch u u, ng y nay th phn Whirlpool gi v tr th ba ch u u sau Electrolux v Siemens. Nhng ti th trng ch u , WP ch c 1% th phn. 2. Khng Hong Th rng 2.1. Khng hong v nh hng th trng

y gi, c c c ng ty to n cu u xem chi ph - cht lng l 2 yu t quan trng nht trong qu trnh cnh tranh v c i gi phi tr l li nhun thp cha tng c C c t n c n ua n au t c y c c ot n n m im c i p v t ln sn p m. C c c ng ty trong th trng cnh tranh gay gt v

thay i theo hng tng t nhau trong khi th trng trong nc bo ha.Vic n y to nn xu hng chung ca th trng v c c nh lnh o ca Whirlpool phi ng trc s la chn c nn thay i hay kh ng v chin lc v nu thay i th phi thay i nh th no. 2.2. nh hng li khch hng

Khch hng l mt p lc cnh tranh c th nh hng trc tip ti ton b hot ng sn xut kinh doanh ca WP. h ch h ng c chia lm 2 nhm: + Khch hng l (khch hng cui cng) + Nh phn phi C hai nhm u gy p lc vi doanh nghip v gi c, cht lng sn phm, dch v i km... v ch nh h l ngi iu khin cnh tranh thng qua quyt
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nh mua h ng. Whirlpool cng phi i mt vi s thay i lin tc v quy m sn phm v th hiu ca kh ch h ng v ca ng nh. Tuy nhin, khng phi bao gi yu cu ca 2 nhm khch hng trng khp m thng l ring l khc nhau. V th, WP phi la chn rng, sn phm ch hng n i tng khch hng cui cng nhng vn phi theo quy chun ca cc nh phn phi. 2.3. Xu th ton cu ha

Thy c xu th ca tng lai, Whirlpool c ba la chn. Mt l kim so t c s phn ca mnh v c gng nh hnh bn cht ca to n cu ha trong ng nh c ng nghip ca mnh, buc i th cnh tranh phi phn ng li. Hai l ch i n khi to n cu ha di n ra v sau gng phn ng li, iu n y s t Whirlpool v o tnh hung th ch nghi c v c ng ngh v t chc. a l l i mi vic r r ng ang xy ra mt quyt nh c th y Whirlpool n c i cht t t. 3. i Th Cnh Tranh Whirlpool Chin lc kinh doanh u th cnh tranh trn th trng ln, tp khc tm trung. Marketing Tp trung v o tin ch, cht lng v thit k. Nghin cu v ph t trin T duy theo thit k, khch GE u th cnh tranh trn th trng ln, knh ph n phi. Tp trung vo s ho n ho ca sn phm T duy ho n ho v dn Da trn tin ch v cht lng, s dng lu di. T duy theo cht lng Electrolux u th cnh tranh trn mt s thng hiu ch cht.

trung vo phn s ho n ho

hng Tn dng, nng ng. (Lin tc mua li c c c ng ty khc.) Ngun nh n lc Theo quy chun

u th trng Nng ng.

Ti chnh

C cu qun l cc k tt

i ng c c nh b n l

4. Thch Thc T Chi Ph: Chi ph gia nhp ng nh: y l chi ph WP phi b ra xy dng knh phn phi cho cc sn phm ca mnh Chu u. Chi ph xy dng thng tin: V l mt sn phm mi thm nhp vo th trng, WP phi b mt khon tin ln cho Qung co, truyn thng, tip th,... th trng mi ny. 5. Thch Thc T i N Qun L:

Vic ra chin lc tuyn dng ngun nhn lc ti a phng g y cho WP s xo trn v phng thc qun l, vn ha doanh nghip,.. Kt qu: Tm nhn v nhng c hi to n cu dn n vic Whirlpool mua li N.V. Philips v o nm 1989. Lc n y Philips cng l mt c ng ty ang gp kh khn v th trng gia dng ti ch u u. c i n y gip Whirlpool vt ln th nh mt c ng ty gia dng ln nht th gii. David Whitwam CEO ca Whirlpool t chc li Philips th ng qua vic ct gim chi ph v hot ng iu h nh. in i c hai c ng ty ang hot ng tp trung v o li nhun tr th nh mt t chc hp nht tp trung v o kh ch h ng bng c ch s dng ngun lc ca c hai c ng ty nhm to nn nhng bc t ph trn th trng th gii.

Cu 2 Di c n n Marketin , Wirlpool c n n lm thay i p n t c marketin n t no?

ng mi no

Nm 1987, Whirlpool ang i mt vi hng lot thch thc ln t th trng, i hi Whirlpool cn thay i v mt chin lc. Di gc nhn Marketing, Whirlpool a ra mt nh hng mi, l vic tp trung vo khch hng. Vi nh hng n y, Whirlpool l m thay i b mt ca Marketing, c bit l ch trng mnh m vo Marketing ton cu, y l t duy ho n to n mi so vi t duy marketing th ng thng. Nhng iu ny s c ph n t ch s u hn trong cng ty Whirlpool th ng qua c c phng thc 6P, t duy marketing. 1. Phn Khc Th rng Ca WP Bao qut ton b mt chui nhng hot ng nhm i mi trong s ch trng n c c im c trng v thit k, cht lng trong kh ch h ng c t lm trng tm. WP mun to ra c mt c i nhn ng nht v sn phm thng hiu ca mnh t pha khch hng. T , dn n phng ph p qung co v tip th ca c ng ty trong trng hp ny c v nh phn li trc gic hay rt kh c thng: qung co cho ton b dng thng hiu ca mnh cng mt lc. 2. Xy Dng Sn Ph m Ton Cu. p dng cc quy trnh, cng ngh tt nht thit k, sn xut, bn hng WP s dng c c chuyn gia h ng u mi lnh vc nh c ng ngh lnh, h thng b o c o t i ch nhkh ng gii hn mt a phng n o. S dng c nhng kh nng tt nht m cng ty c v p dng chng cho tt c cc hot ng trn th gii. p dng mt quy trnh thng nht Cc sn phm c c tnh, kch c v cu hnh khc nhau theo tng th trng, nhng a s quy trnh k thut v cng ngh ch cht lin quan n chng u tng ng. Xy dng h thng qun l cht lng ton din.
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Thnh lp mt nhm a vn ha vi c c th nh vin n t chu u v bc m v bao gm c ISO-9000 v Baldrige, xy dng mt h thng cht lng ton cu. + a ng ha sn ph m, pht trin theo chiu ngang v chiu dc. Thm

nhp vo th trng ngnh thit b gia dng th gii, p ng nhu cu cc ph n khc kh ch h ng kh c nhau. Trong khi c c i th cnh tranh ca WP thc hin lin tip chng trnh ci tin nhng li l i vic + Thit lp m i quan h vi khch hng. Nhn xa hn kh i nim v sn phm truyn thng im xut pht khng phi l sn phm hin c m l nhng khch hng mua sn phm, thit k t ph da trn nhn thy c hi. thit k ra nh ng sn ph m tin tin p ng th trng th gii n n khch hng v to ra nh ng sn ph m c o tn lai c n ng li ch r rt.

Nghin cu v ci tin sn ph m Whirlpool c mt i ng chuyn gia n t cc quc gia trn th gii lun lun nghin cu khng ngn sng to pht trin sn ph m mi. chnh iu n y l m cho sn phm ca Whirlpool khng bao gi b b cuc, lun c khch hng la chn u tin. 3. Gi C Ngy nay Whirlpool c lp v tr quyt nh gi c trn th trng qu c t. Whirlpool vi chin lc lu di ngy nay gi khng phi l m t v n n cn n c nhiu nh t k i n i tiu dng c nhu cu s dng sn ph m. M bn cnh , nhng tin ch, cht lng, cc s tha mn ca khch hng l yu t quan trng hn ht c th gip doanh nghip cnh tranh bn vng, tin cy v trung thnh.Whirlpool t chc li, ct gim chi ph v thay i hot ng iu hnh, s dng quy trnh cng ngh tt nht to ra sn phm tt nht vi gi cnh tranh so vi i th.

4. Chin Lc V Chui Cung ng Trn Ton Cu. m rng th trng, Whirlpool s dng c c phng thc xm nhp th trng chin lc v hiu qu nh: + Ti ch u u, WP th u tm Philips, mt bc i hiu qu vt qua mi hng ro cn tr a l, php lut. WP ng hong s dng Philips xm nhp nhanh chng th trng Chu u. + Ti Chu , WP xy dng h thng phn phi ng Nam . Sau l m 3 vn phng i din khu vc Chu . Trong , Singapore c coi l trung tm thit k, cng ngh v pht trin sn phm gip cho vic xy dng nh my chu . 5. Xc Tin V Marketing N i B Chin lc ca Whirlpool da trn gi thuyt cho rng chi ph v cht lng tt nht th gii ch n thun l giai on u. Cn thm mt yu t na thuyt phc khch hng mua sn phm ca Whirlpool. V vy, Whirlpool cho rng vic th u hiu khch hng phi c quan tm. Bn cnh nhng chnh sch v gi, cht lng sn phm, Whirlpool ch trng vo vic qung b thng hiu v cch dch v hu mi. Nhng iu ny s kch thch tiu dng ca kh ch h ng i vi sn phm ca Whirlpool. Whirlpool cng rt ch trng n marketing ni b. hi hng n ton cu,

Whirlpool truyn thng cho ton b nhn vin hiu th no l tm nhn v cc mc tiu di hn ca doanh nghip. T , Whirlpool mun gi gm vn ha, trit l ca h trong tng sn phm n vi khch hng. Ngoi ra, trong qu trnh chinh phc th trng ton cu, bn cnh vic hiu nhu cu kh ch h ng thit k sn phm mi, Whirlpool t chc nhng cuc hp thng nin ca c c nh lnh o cp cao gii quyt hng lot vn quan trng, trong s l v tip th. Nhng tng, cch thc qung b cc sn phm ca h c nghin cu v thc hin mt c ch nghim tc a nhng th ng ip ca Whirlpool vo trong mi sn phm.

6.

i n qun l

Whirlpool cho rng tr thnh cng ty ton cu th cn t c mt s ct mc quan trng, trong cn c nhng i ng kinh doanh sn phm xuyn quc gia gip qun l tt c cc hot ng trn ton th gii. Nhng i ny c nhng mc tiu v chc nng v mc tiu thng hiu. i vi Whirlpool, ngun nhn lc l vn ct l i, c bit khi Whirlpool nhn thy vic ton cu ha ang di n ra i hi Whirlpool cn c nhng bc i mi. Khi mua li Phillips, ni lo ln nht ca Whirlpool l vic kh ng c con ngi vi nng lc ph hp thc thi chin lc. Trong qu trnh m rng ra ton cu, Whirlpool phi thuyt phc nhn vin ca h s cn thit ca vic t ay i trong c t uy v n ng, khng ngng nng cao tinh thn trch nhim v sng to Whirlpool c th tr thnh mt cng ty ton cu thc s. V y ch nh l iu m Whirlpool quan tm nhiu nht hn l vic tung ra cc sn phm mang t nh a phng. V o nm 1989 khi mua li Philips, Whirlpool vn lun tn dng ngun nhn lc sn c ca a p n thay v a ngi M vo nhng v tr cp cao. Whirlpool ngh rng iu quan trng h cn lng nghe v quan st t truyn t v tm nhn, mc tiu v trit l kinh doanh n lc lng lao ng ti Ch u u. Whirlpool x y dng c mt nn tng vn ha chia s v thu hiu trong mt m i trng lm vic a ng n ng, a quc gia. i vi Whirlpool ngun nhn lc l yu t quyt nh n thnh cng. Whirlpool dnh nhiu thi ian to dng lng tin v xy dng m t tm nhn chung. Khuyn khch nhng nh n vin suy ngh nh nhng ngi ch tht s v tin rng xy dng cng ty ton cu l h nh ng v li ch ca bn thn h. Whirlpool giao cho nhn vin trch nhim nhiu hn. Whirlpool cng c nhng h thng li thch hp gip to ng lc cho nhin vin ca h. ng thi, c c chng trnh o to v huyn luyn lu n c ch trng. Khi Whirlpool m rng ra th trng mi nh Ch u . Mt ln na con ngi l yu t cc k quan trng. Whirlpool nhn thc c iu n y nn a ra cc k hoch pht trin lc lng nng ct ti cc trung tm lm vic
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Singarpore nhm mc tiu nh hng v qun l cc nh my v sn phm sn xut ti Chu sau ny. 7. Chu n Ha Quy Trnh Lm Vic Whirlpool c t chc theo quy trnh a chc nng nhm tp trung phc v khch hng cu i cng. Mc tiu ca h l chu n ha kt qu ca tng b phn chc n n ngay c khi bn ang l m vic trong m i trng a chc nng. Nh ng nhm lm vic xuyn qu c ia c thnh lp v qun l t t c cc hot ng trn ton th gii. Nhng i ny c nhng mc tiu chc nng v mc tiu thng hiu, gip c ng ty x c nh c nhng c hi tt nht. t nhng iu n y, Whirlpool p dng cng ngh thng tin mi nh t vo trong t chc gip vic kt n i ton cu tr nn nhanh, hiu qu n v khon c c a l n n xa m. 8. Nh ng ay i V Duy Marketin Ca WP

Tp trung hay m r ng Whirlpool thc hin chin lc m rng ton cu. Vi bc i u tin l mua li Philips vi mc ch tn dng ngun lc ca c hai cng ty nhm to s t ph trn th trng th gii. Whirlpool s dng ngun lc ton cu, xy dng cc chi nhanh phn phi v kinh doanh ti chu u, Hong Kong , Thailand v TaiWhirlpoolan, v hng n xm nhp chu : xy dng h thng phn phi ti khu vc ng Nam , c c vn phng i din khu vc ch u nh vp phng singapore ph n phi cho th trng ng Nam , vn phng Hng Kong phn phi cho Trung quc, vn phng Tokyo phn phi cho th trng Nht. Ngoi ra cn c mt trung tm thit k, cng ngh v pht trin sn phm Singapore gip cng ty chun b cho vic xy dng nh my Chu . Ngoi ra Whirlpool pht trin mi quan h than thit vi cc cng ty c mi quan h trong kinh doanh nhm mc ich ph t trin sn phm, hp tc vi cc nh phn phi.

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V mt sn phm, Whirlpool cn nhc vic m rng sn phm khi ton cu ha nhng vn lun da trn sn phm ct li. Bn cht ca ngnh thit b gia dng l kh pht minh ra sn phm mi trong thi gian ngn. V vy to s t ph , Whirlpool u t rt nhiu ngun lc vo nghin cu h nh vi ngi tiu dng, ngun nhn lc cho vic thit k ra sn phm mang tnh ton din v p ng c nhu cu xut hin trong tng lai. Phn cng v hp tc Whirlpool tn dng vic marketing thng qua vic pht trin cc mi quan h thn thit vi cc cng ty c mi quan h trong kinh doanh. Nh thit lp mi quan h i tc chnh thc vi P&G v vic trao i nhng th ng tin c bn v nhng tng, ng thi lin kt su rng hn trong qu trnh ph t trin, k thut v cng ngh. Whirlpool cng hp tc vi Unilever, cc k s l m vic cng nhau pht trin sn phm, v c hai cng ty cn bit bn kia s thc hin nhng g trong di hn. c bit quan trng l vic cng c mi quan h vi nhng nh cung cp quan trng, y l mi quan h i tc chin lc gip Whirlpool tm hiu cng ngh ca nh cung cp nhm ci tin quy trnh cho tt c cc nh my sn xut. uy ko v y

Trc nm 1987, khi cha nhn ra s ton cu ha v i hi Whirlpool phi m rng ra th trng ton cu, Whirlpool l m rt tt th trng ni a Bc M. Whirlpool s dng chin lc ko v y hiu qu, em li s th nh c ng vt tri th trng ni a. Khi nhn thy cn thm nhp vo mi, Whirlpool u tin thc hin chin lc cn hiu r kh ch h ng a phng trc khi tung ra sn phm thch ng vi a phng. Whirlpool thc hin chin lc ko dn dn a thng hiu vo su th trng trc khi tung ra chin lc ko kch thch tiu dng. Mt h thng phn phi c Whirlpool to ra nhm mc ch a sn phm thng hiu ton cu vo th

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trng mi, ng thi nhm tm hiu kh ch h ng. y l mt bc i ng n v y thn trng ca Whirlpool trc khi chim lnh th phn cc th trng. Sn ph m bao gm l tnh v cm tnh Whirlpool cho rng cn phi cung cp mt l do thuyt phc hn ngo i gi c khch hng mua cc sn phm ca Whirlpool. iu n y i hi Whirlpool cn thu hiu kh ch h ng hn, cn tr li c cu hi khch hng cn g t sn phm Whilpool v ti sao khch hng mua sn phm Whirlpool thay v c ng ty kh c. Whirlpool nhn ra c tng gi tr vt tri sn phm nh v o thng hiu, kh ch h ng u th ch thng hiu Whirlpool, Whirlpool to c lng tin ca khch hng. V vy khi bt k mt khch hng mua mt sn phm t Whirlpool, gi tr sn phm khng ch v mt l tnh ca sn phm m cn v cm tnh ca khch hng da trn s tin cy i vi thng hiu Whirlpool. Tm ra nhu cu mi Whirlpool cho rng im xut pht khng phi l sn phm hin c m l nhng khch hng mua sn phm. iu cho thy cn phi nghin cu hnh vi ngi tiu dng tht s dn n vn thit k ca cng ty cn thay i. Chnh v vy, i hi Whirlpool cn c nhng quy trnh hng n khch hng to ra nhng sn phm cho tng lai mang t nh t ph c nhng li ch r rt. l m c iu ny, Whirlpool khng ngng nghin cu li sng ca ngi tiu dng khng ch v hin ti m cn phi nm c li sng h s c trong nm nm ti hoc xa hn na gii m nhng mong mun tht s t khch hng. Cn bng sng to v chin lc Sau khi mua li Whirlpool Europe (Philips) v o nm 1989, 150 nh n vin qun l cp cao tp trung v tho lun hi ngh Montreux. Cc nh qun l ny chu trch nhim thc hin 15 d n. Trong cc d n ,Whirlpool x y dng quy trnh sng to sn phm tng lai th ng qua vic nghin cu, thit k v xem xt nhu cu khch hng.
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u n 2: HOA I COLOMBIA

Cu 1: Tm tt b i cnh cnh tranh, b i cnh ngnh, th trn ti u n oa ti M? Cu 2: u l n n yu t c o t y c i kin oan c o n n oa ti Colum ia u t k u ra M v t ii Cu 3: iu lm n n t n cn ca n n i c n n marketin oa Colum ia

Cu 4: Hy p n t c n n i c v tron k n on ca n n oa ti Colom ia Cu 5: Bn r t ra n n i c c o m n k i n t n u n ny i c n n marketin i n cu

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Cu 1: Tm tt b i cnh cnh tranh, b i cnh ngnh, th trn ti u n oa ti M?


1. B i cnh ti thi im xy ra tnh hu ng N m 1950: 70% tng s cc nh trng hoa ch yu l cc doanh nghip gia nh c nh khu vc ng bc M. Giao thng hn ch, cc nh trng hoa hng ch yu cnh tranh vi nhau, khng cn bit n ngi sn xut hay ngi tiu dng ti c c ni kh c trong nc cng nh ngo i nc. p ni n 1960: S pht trin ca cc trang tri ln v cc tin b trong giao th ng, dn n nhiu thay i ng k th trng Bc M. Cc chuyn bay thng mi theo lch trnh u n xa s u th ca c c nh vn vng ng c. Vn ti ng khng v vn ti mt t bng xe my lnh cho php chuyn hoa ti ct cung n bt k a im no M ch trong vi gi. S cnh tranh bt u, c c nh vn di chuyn n cc vng nng thn min t y, ni m c chi ph sn xut thp, nht l chi ph nh n c ng. nh bi c c nh vn ng c, do nhiu nh vn ph a ng nc M phi ng ca. Khng dng li , c c nh vn M cn c khuynh hng tm n c c ni c iu kin thun li v kh hu, t ai trng hoa. Ti Colombia, nhng iu kin t nhin thun li ca ng c Bogota gip hoa c trng rt d dng, thu hoch li t tn km do lng nh n c ng thp. Ni y tr th nh ni l tng trng c c loi hoa. Sau nhiu nm tm ti p dng k thut trng hoa ca M, Edgar Wells, mt nh doanh nghip yu th ch trng hoa, v c c nh n vin ca mnh thuyt phc c nh bun s hoa ngi M mua th hoa ca mnh. Nm 1965, l hoa ti u tin ca
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Colombia c vn chuyn i M. T l m tng sc cnh tranh ti th trng n y. Nm 1969, nghin cu ca i hc Chicago cho thy kh hu ti khu vc ng c Bogota rt thch hp hoa cm chng. Floramerica, c ng ty i tin phong trong vic xut khu hoa t Colombia sang M ra i. Nm 1970, cng ty Floramerica xut khu vo M 400.000USD hoa cm chng, sau tng ln gn 2tr USD vo nm 1972. Nm 1986, t 50 tr USD, Floramerica tr thnh cng ty xut khu hoa ti ct cung ln nht th gii. N n n m 1966 - 1978:

Sn lng xut khu ca Colombia vo M tng t 1% -> 89.6% tng lng hoa nhp khu ca M. Mc li nhun cao 57% doanh thu, nhn c li sut cao n 600% vn u t. Ngh trng hoa Colombia c so snh vi ngun v ng c tm thy Colombia 400 nm trc. Ti thi im n y, ngi Colombia cng gp nhiu tr ngi khi phn phi sn phm vo th trng M. H thng c s h tng giao thng vn ti ti Colombia rt yu km dn n vic tr hon v hoa d b ho tn. Mt h thng c c n v phn phi trung gian c hnh thnh vi im tp kt Miami. Nh Colombia ngy cng cnh tranh d di hn vi cc nh vn M. Cc knh phn phi mi ra i (nh siu th) gp phn h gi hoa ti bin hoa ti t 1 mt hng cao cp tr nn ph th ng hn. Nm 1977 , 13% siu th c b n hoa ti. Nm 1986 , t l n y tng ln th nh 86%. N n n m 1978 1988, tng mc tiu thu hoa tng ln 300% , t

227.5 713.6 triu USD . Sn lng hoa nhp khu t Colombia tng trung bnh 21%/nm , 22.6 175.6 triu USD

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1967 1973 chnh ph Colombia h gi ng peso vi cc chnh sch km theo , h tr cho vic xut khu khin sn lng hoa ti xut khu tng mnh t 100.000 16.5 triu USD. Cc nh phn phi (nm vai tr quan trng) bt u ra tay thc hin cc bin php nhm ti a ho li nhun ca mnh , nh hng tiu cc ti cu trc ngnh trng hoa. 1977-1979 cc nh trng hoa M bt u phn kch bng cc yu sch ku gi chnh ph h tr. Din tch trng hoa Ecuador tng t 1980 50 hecta , 1990 500 hecta , 1996 800 hecta. Cung vt qu cu khin gi bn bt u gim , 1980-1990, gi 1 gi hoa ti 18.88-15.96 USD. u thp nin 1990 li nhun cc nh trung gian phn phi gim 10% , nh vn Colombia khng c li. Ngo i Ecuador, Mexico cng tng din tch trng hoa t 100 hecta nm 1982 ln 750 hecta 1992. Thng 5-1986 nh vn M tip tc bt u trnh kin ngh i bo h nhng b bc b. 2. Th trn ti u n oa ti M

Ngi tiu dng M quen ngh rng hoa ti l mt mt hng xa x ch c bn nhng ca h ng c bit. c c nh vn Columbia chuyn i nhn thc v mt h ng hoa ti ca ngi tiu dng M bng cch qung co rng ri , cung cp Hoa ti Colombia cht lng cao, gi r v cung cp quanh nm l m cho mt mt hng xa x phm thnh mt hng ha thng dng trong tm i vi i a s ngi dn M . Nm 1977, ch c 13% cc siu th c b n hoa ti, nhng n nm 1986, t l n y tng n 86%. T 1978 n 1988, tng mc tiu th hoa ti ca M tng

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hn 300%, t 227.5 triu USD n 713.6 triu USD. Phn ng ca ngi tiu dng ni chung rt tch cc. 3. B i cnh thi im hin ti: Nm 2008, hoa ct c nh xut khu trn th gii t doanh s 2,34 t USD, tc tng trng 10%/nm. Doanh s xut khu hoa c c loi trn th gii t 50 t USD, tc tng trng t 15%/nm. Nc xut khu ch nh l H Lan (70%), Colombia (9,2%), Israel (5,8%), (4,9%), Ty Ban Nha (2,3%), Kenya (1,4%), o Canary (1,1%), nm loi hoa ch nh l hoa hng, hoa cc, hoa cm chng, hoa tulip v hoa hu chim 70-75% trong s hoa xut khu trn th gii. Tan cu c 300.000 ha sn xut hoa, ph n b trn 27 nc ch yu. EU chia s 12%, Ch u : Nht n, Th i Lan v i Loan l nhng nc sn xut hoa quan trng vng n y vi tng din t ch chim 10%. C c nc ch u v Th i nh Dng chim 70% din t ch, trong Trung Quc 40% (EC, 2006), (120.000 ha, theo Peoples Daily Online, 2001) v n 15% (45.000 ha, theo AIC, 2006). Ch u M: M (7%), Mexico (5%), razil (2%) v Colombia (2%) l c c nc sn xut hoa ch yu ch u M, chim tng s 16% din t ch hoa ca th gii (EC, 2006). Ch 25 nc thuc EU sn xut 42% gi tr tng sn lng tan cu (8.634 t euro), trong , H Lan chim qu na. M sn xut 6%, Nht n 13%, Trung Quc 7%, Canada v Colombia mi nc 3% gi tr sn lng tan cu (EC, 2006). V o nm 2009, ng nh c ng nghip hoa ct c nh trn th gii t gi tr 40 t USD. Nh sn xut ln nht th gii l Dole Fresh Flowers v th trng nhp khu ln nht l M v c. Trong Ecuador v Columbia chim mt na lng hoa b n ti M thu ht lng lao ng ln n 190.000 c ng nh n, nhng phn ln li nhun u chy v o c ng ty Dole Fresh Flower, ch mt t thuc c c ngi trng hoa.
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T nhng c im trn ta c th thy rng, nhu cu hoa ti ca ngi d n M ng y c ng cao, v ngun cung ng y nay nhiu hn so vi trc. Trc v ngun cung hoa ti t th trng hoa ti M b l thuc v o ngun cung, v gi hoa ti cng rt cao. Nhng ng y nay, kh ng cn nh vy na.

Cu 2: u l n n yu t c o t y c i kin oan c o n n oa ti Colum ia u t k u ra M v t ii


1. iu kin t n i n t trin ca oa iu kin kh hu v th n ng thun li c o s p

in hnh l vng ng c ogota ng bng xung quanh th Colombia l mt trong nhng khu vc c kh hu thun li nht trng hoa trn to n b T y b n cu. Vng ng c n y c nhit iu ha n nh quanh nm, ban ng y ko d i 12 ting ng h y nh s ng mt tri v t ai cc k m u m. C c iu kin t nhin n y thun li n ni nhiu nm sau c c nh vn trng hoa y cn nhc li: Thi trc ch cn cm mt c y cc xung t, rc ht ging xung quanh, nh nc bt ln mt t, v ph nil ng ln trn, th l hoa mc ln ngay. . Quanh nm c c loi hoa cht lng cao mc ti tt trong nhng thng n gin l m bng g v nha ti khu vc ng c ogota. Mt s nghin cu ti trng i hc Chicago cng cho thy kh hu to khu vc ng c ogota rt th ch hp vi hoa cm chng. iu n y to c hi cho cng ty Floramerica khi u kinh doanh bng vic xut khu hoa cm chng v hoa cc. y l nhng loi hoa ti l u v x l v vn chuyn phc tp. 2. Chi P N n Cn n n cn r lm c o c i p t u oc oa kh ng i hi k thut trng ta,

Colom ia c li t v c i p k n m y t n km

Lng tr cho mt nh n c ng n ng nghip ngi Colombia ch hn na dolar M mt ng y. Nm 1966, mc lng n y tng ln mt cht th nh 0.8 USD vn cn rt thp so vi mc lng ca nh n c ng M.
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3. Gi Cc cty xut khu hoa Colombia tn dung kinh ph nhn cng r, v canh t c d i to ra 31% u th v chi ph cnh tranh so vi c c nh vn M. Cung cp quanh nm, cht lng m gi li r hn c c nh vn M cung cp vo chnh th trng ca h. 4. H P i H t n P n P i C H n P c H n p n p n P n icn n u

n p n p

i v c s tn p c v t

s li n kt i a c c n n oa ti

n c ci t in tr c lc c o u t k

an u, h thng c s h tng giao th ng vn ti ni a ca Colombia rt yu km. Cht lng xu. h ng c c ng ty vn ti ng b n o cung cp xe ti c thit b l m lnh, kho bi s n bay bc d h ng ha km hiu qu v nng bc, l m nh hng n ti ca hoa. Nhn thy tm quan trng trong qu trnh vn chuyn hoa ti. Nn h thuyt phc Avianca- hng hng khng quc gia Colombia v cc cng ty vn ti vn chuyn tham gia vo qu trnh vn chuyn hoa cn thn v c trch nhim hn. Xy dng h thng tip nhn v phn phi hoa ti kh c ng phu ti Miami, thng qua hip hi Asocoflores thnh lp cng ty Transcold bc, xp hoa ti vo kho lnh. Sn sng cho vic hon tt th tc hi quan.Dn ti hnh thnh
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nhiu trung gian phn phi s khp ni trn t M.Quy m ln dn ti chi ph vn chuyn r hn c c ni kh c. 5. Nhu Cu c Hn

Hu ht c c u mi hoa ti ti M l cc ca hng nh, quen vi mc gi cao ca c c nh vn M cng nh sn lng v cht lng hoa ti dao ng mnh theo ma, gi rt cao. Nn ngi tiu dng M quen ngh rng hoa ti l mt h ng xa x. Hoa ti Colombia cht lng cao, gi r v c th cung cp quanh nm, l m gim thiu ri ro ca nh bn l phi ct tr hoa nhiu cng vi vic cc nng tri sn sng kt hoa th nh b, gip cho hoa ti Colombia c c hi c b y b n ti c c siu th. Bng vic qung c o, gia tng knh ph n phi mi, gi thp l m thay i nhn thc v hoa ti s dn M t mt hng xa x thnh mt hng thng dng. 6. C n P C c n ti n p on ca cn n t t c c t ay i v c n s c ip oa ti cn c n n iu li u tk u ca c n p Colom ia, i n t ca n n oa ti

ra cn l c vi t i k t n trn mn m n ch nh ch n i hi

T nm 1967 1973, ch nh ph tin h nh nhng ci c ch nhm ci thin m i trng xut khu ni chung ca kinh t Colombia, h gi ng tin peso (vn c nh gi cao hn thc t), gim nh c c hn ch nhp khu vn g y sc p v lm ph t ln ng peso, v thit lp h thng iu chnh t gi c kim so t nhm ngn chn vic t i di n s tng gi ng peso. o i thc tng i n nh sut nm 1972. c c ch nh ch h n h ch t h bono Tribitario (C T) t qu l t gi hi

a ra mt giy php xut khu mi, Certificado de xut khu truyn thng, bao gm c hoa ti ct cung.

vi mc ho n thu rng ri hn cho nhng mt h ng kh ng phi l sn phm

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Th nh lp c quan xc tin v qu h tr xut khu, PROEXPO, cung cp c c dch v xc tin thng mi nh t chc hi ch v tin h nh nghin cu th trng, h tr cho vay vn lu ng (v i khi vay vn d i hn). hoch Vallejo cho php nhp khu mi n thu c c yu t u v o phc v xut khu 7. Hip H i N n Hoa i Asocoflores Hip i n n oa ti Asoco lores c vai tr quan trn tron vic c y m i quan nghin cu th trng M, lin kt cng c ngun cung c p, nghin cu nng nghip v sinh hc, v c vai tr quan trn tron t i a n n oa ti Colom ia vi c n p Colom ia

Hip hi c thnh lp nhm mc ch h tr cho cc thnh vin thng qua cc hot ng nghin cu th trng M, lin kt cng c ngun cung cp, nghin cu nng nghip v sinh hc. t u t cuc ng trn th trng cui thp nin 1970, c c n lc bo h th trng ni a ca c c nh trng hoa M. Mt trong nhng n lc ca v qung c o cho c c nh socoflores l vic s ng lp y ban Hoa ti socoflores

chuyn sang hot ng nh mt c quan iu phi c c ngun lc i ph li

Colombia, ng vai tr lnh o trong vic iu phi c c hot ng vn ng vn trng hoa Colombia ti M. Sau , socoflores tp trung v o c c tr ngi m c c nh vn phi i din ti Colombia. Quyt nh rt khi c c hot ng cnh tranh trn th trng M v tp trung v o c c vn ti Colombia ca hip hi n y nh du mt bc kh ng ni bt nhng rt quan trng trong lch s ng nh trng hoa ti ca Colombia. Gia vic tp trung c c li th cnh tranh v o th trng mi v s bo h ca ch nh ph kt hp vi s vn ng, c c nh trng hoa Colombia la chn s bo h v vn ng. T , vai tr ch nh ca socoflores l vn ng ch nh ph Colombia g y hn

vi ch nh ph M, vn bo v quyn li ca c c nha trng hoa M. Hip hi n y cng tin h nh vn ng ch nh ph Colombia nhn c nhng u i
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nh chi ph u v o thp hn, trong c chi ph nh n c ng v trang thit b m y mc nhp khu, v c c ch nh s ch v m c li hn, ch ng hn vic gim gi ng ni t l m cho hoa ti t Colombia r hn i vi ngi tiu dng M. T nhng phn tch trn ta c th thy rng, t nhng c hi t nhin, t nhu cu ca ngi M, ngi Colombia tn dng li th chi ph thp ca mnh thm nhp v o th trng hoa ti M mt cch nhanh chng.

Cu 3: iu g lm nn thnh cng ca ngnh hoa Columbia i gc nhn marketing?


1. Sn ph m Th nht l v sn phm, h chn c loi hoa m ngi M ang c nhu cu rt ln, d trng, ti l u, kh ng i hi k thut trng ta, x l v vn chuyn phc tp l hoa cc v hoa cm chng th m nhp v o th trng. Ngo i cht lng hoa, h cn quan t m n vic ng gi, bo qun v ci tin k thut c th trng thm loi hoa kh c c yu cu k thut cao hn nh hoa hng. Tuy nhin h ch tp trung v o trng mt v i loi hoa. iu n y l thc s nguy him khi nhng loi hoa n y tht th trn th trng do cung nhiu hay do thay i th hiu th s kh ng c loi hoa kh c hay h ng ha kh c thay th gim bt ri ro. Vic ngi Colombia trng nhng loi hoa d trng, ti l u, kh ng i hi k thut trng ta, x l v vn chuyn phc tp. Sau li b n vi gi thp. iu n y em v mt bin li nhun thp cho sn phm. hi sn phm ch c th mang v mt mc li nhun thp th ng n s ch tin h nh c c hot ng P3, P4 cng s t hn v c th nu ng n s ch qu t th kh ng th tin h nh c. Ch nh iu kin t nhin qu thun li nh vy l m cho nh trng hoa ti Columbia kh ng c iu kin s ng to, tm ti c ch trng hoa v ci tin sn

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phm. Nhng iu kin t nhin th c hn, h s l m g nu mt ng y t ai kh ng cn m u m v kh cn, thiu nc? 2. Gi n cnh , vi mc gi r (do chi ph nh n c ng r hn) v cht lng hoa tt th yu t n y tr th nh yu t cnh tranh quan trng i vi c c c ng ty hoa ni a ca M, v iu n y khin suy ngh ca ngi tiu dng M thay i v khin h c n nhc trong vic la chn c c sn phm hoa. Nh vy lng hoa Colombia b n c trn th trng M tng t bin. V ch trong mt thi gian ngn (khong 12 nm) hoa Colombia chim th phn u th tuyt i trn th trng M. Vic a ra mc gi qu r khin nhiu ngi c suy ngh rng y l sn phm cht lng kh ng tt, thm na khi c c i th cnh tranh thy y l mt mn hi th s nhy v o v bt chc ging nh c ch m Columbia th m nhp v o M l sn phm gi r, v nh vy sn phm Columbia cng kh ng c g kh c bit. Ngi M chi hoa v n em li cho h nhiu gi tr hn l ch c gi tr kinh t (tit kim chi ph ). Ngi M cng kh ng cn phi nh i yu t kinh t khi tiu dng hoa nn gi c cng kh ng phi l vn . nh gi hoa thp khin cng khin cho ngi M ngh rng hoa Colombia r nh cho trong khi h mong mun mt th g c bit hn mc d cht lng hoa Colombia rt tt. Do , vic nh gi thp cho hoa l yu t kh ng cn thit. Nh ni trn, ngi Colombia b n hoa vi gi thp nn ch c th em v mt bin li nhun thp cho sn phm. Do , ng n s ch tin h nh c c hot ng P3, P4 cng s rt hn h p. 3. Phn Ph i So vi thi im nhng nm 1960, 1970 th h thng ph n phi ca ngi Columbia l rt tt. Thay v xut khu n thun th h thit lp mt h thng knh ph n phi vng mnh ti Miami (M) d d ng trong vic tip cn vi ngi tiu dng cui cng v phc v th trng. H k hp ng vi
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c c hng h ng kh ng, ph n phi h ng ti c c siu th Nu bit tn dng tt th y ch nh l cu ni hiu qu khi nhu cu M thay i th c c n ng tri hoa ti Columbia c th bit iu chnh sn lng sn xut tng loi hoa Tuy vy, knh ph n phi n y cng em n nhiu bt li v ri ro cho ng nh hoa ti Colombia. H thng ph n phi n y c t ti M, ch yu do ngi M l kh u trung gian ph n phi. Nn s dn n s l thuc. P3 git cht ngi trng hoa Colombia. H P3 nm ly h ch kh ng phi chy theo h trong chui gi tr. 4. Xc tin Chin lc rt ng ch l chin lc truyn th ng, ngo i vic gii thiu sn phm ti th trng M, h cn nh v o suy ngh, t tng v l m thay i nhn thc ca ngi M. Chin lc th m nhp nhanh v mnh gip cho hoa Colombia sm chim lnh c th trng. C hai bn: nh vn Colombia v nh vn M u da trn li th v chi ph . Nn khi u vi nhau th nh vn Colombia c li th hn do c chi ph thp hn. Li nh mt c ch bt ng nn nh vn M sm thua trn. Tuy nhin, chin lc n y ch c th s dng trong ngn hn kh ng th s dng trong d i hn. Thc t cho thy, ngi Colombia s dng li th chi ph qu l u m kh ng ngh n nhng con ng kh c nn khi c c nc gn M l nhng nc c li th v a l hn Colombia tham gia v o cuc chi th ngi Colombia sm lao ao. Nh vy, ngi Colombia lm Marketing rt tt trong ngn hn cn trong d i hn th kh ng. Ngo i ra lc ng nh hoa Columbia mi ph t trin, h nhn c s h tr cn thit ca ch nh ph vi vic th nh lp c quan v qu h tr xut khu v thay i t gi hi o i, iu n y cng gp phn khuyn kh ch xut khu hoa ti ra nc ngo i. hi ng nh hoa ang ph t trin th s bt ng gia ch nh ph v nh trng hoa g y tr ngi ln, l m nh hng kh ng t n s cnh tranh ca sn phm
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hoa trn th trng M khi kh ng c ch nh ph bo h nh xa, trong khi ch nh ph nc M li ra sc bo v sn xut ni a.

Cu 4: Hy p n t c n n i c v tron k n on ca n n oa ti Colom ia
1. Sn Ph m Colombia em n cho nc M s tri nghim trn hoa ti 1 cch d dng v nh nh ng, nhng sn phm m c c nh l m vn hoa ti Colombia cung cp ch mi cung cp c phn li sn phm m cha c gi tr km theo nh nhn hiu, bao b, ng gi, c c dch v km theo. iu ny lm cho gi tr ca hoa ti kh ng c nh gi cao, nn gi kh ng c nh cao trn th trng M. Bn cnh Colombia ch tp trung vo sn xut hoa hng, ngoi ra cn km theo 1 s sn phm nh hoa cc, cm chng sn phm kh ng a dng, khng sn phm thay th l nhng nhn t to nn s cnh tranh khng bn vng trong tng lai. Colombia ch mi tn dng c li th v chi ph sn xut, nhng cha tp trung cho chi ph nghin cu m rng dng sn phm nh nc hoa, tinh du, cc m phm l m p 2. Gi Do tn dng c c c iu kin thun li t cc yu t u vo, cc doanh nghip hoa ti colombia b n hoa vi gi r, d dng chim lnh th trng, thay i c nhn thc ca ngi M, lm cho th trng rng ln hn, nhng gi r do ch tn dng c yu t u vo r, Colombia cha bit tp trung v chi ph phn phi, thng tin sn phm v qung co. Cn ph thuc vo chnh ph, cc doanh nghip cha c s u t v hc hi. Colombia nn a ra mc gi hp l cho th trng khng qua thp, mt mc gi xng ng vi thng hiu, c th cnh tranh trn th trng, Colombia nn u t hn vo nghin cu, v pht trin dch v cho hoa ti. Vic nh v thng hiu kh ng c cc doanh nghip Colombia quan tm v coi trng. iu ny th hin mt s yu km trong chin lc marketing ca Colombia v lu di.
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3. Xc Tin Cc doanh nghip hoa ti Colombia ch bn sn phm nhng kh ng b n c c gi tr km theo, bn hoa ch kh ng b n thng hiu, do ch lo tp trung vo chi ph sn xut, kh ng nh mnh vo cc chi ph truyn th ng, do khng tn dng c nhng li th m cng c truyn th ng em li. C c nh vn Colombia cho khch hng s tri nghim nhng kh ng mang n s tha mn, kh ng c c quyn ca 1 sn phm mnh nh nh gi cao, khch hng trung thnh, p lc knh phn phi, m rng phn khc. 4. Yu Km Trong Hiu Bit V Khch Hng Qua b i c c th nhn thy r c m hnh ca ng nh hoa Colombia i t:
Sn Phm Phn Phi Ngi Tiu Dng

Colombia tp trung vo pht trin sn phm v c gng khc phc knh phn phi mang li li nhun cao hn, sn xut hoa i tr m qun mt hai iu ph n khc th trng m h khm ph ra c d dng thm nhp khng ? mi quan h ngi sn xut v tiu dng linh hot ti mc n o? Colombia cha gi o dc c ngi tiu dng v gi tr ca hoa ti do h cung cp, cha hiu nhu cu ca khch hng l g? chnh v th h cha to ra c mt b phn khch hng mc tiu v nng cao gi tr ca hoa ti, 2 vic dn n s hn ch pht trin ca ngnh hoa Colombia trong di hn. 5. Khng Thnh Cng Trong Vic Pht Trin Cc Knh Phn Ph i Vic qu ph thuc v o c c n v trung gian phn phi khin cc doanh nghip tr nn b ng, khng thit lp c mi quan h vi khch hng, hiu c nhu cu khch hng, pht trin knh phn phi do kh ng ph t trin c ngnh m cn khng thit lp li th cnh tranh. Dn n con ng ct cho tng lai. Li dng quyn lc ng y c ng tng c c trung gian ph n phi to nn cc iu kin c li cho mnh cho d nh l m vn c li hay l. iu n y cho thy c s yu km ca c c nh l m vn colombia. Cc doanh nghip
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Colombia nn t s dng knh phn phi trung gian, nu c th l ca ring doanh nghip, nn xy dng cc trung tm nghin cu th trng ti c c nc nhp khu hoa ti Colombia v trong nc, hiu nhu cu th trng, tm ra c nhu cu, s thch, phn khc khch hng, ci tin hoa ti, v m rng dng sn phm, trnh ph thuc vo nh trung gian qu nhiu. 6. C Doanh Nghip V Chnh Ph u Thiu Kin Thc V V Tr n i V Mu Thun Vi Nhau Vic cha hiu c li th tng i c th cnh tranh vng chc trn th trng vi cc quc gia khc l mt nguyn nhn dn n tht bi ca ngnh hoa ti Colombia, kh ng a ra c cc gii ph p i ph khi chnh ph M ra chnh sch bo h cho ng nh hoa trong nc. C hai li cho nhau, tranh ci nhau, mi bn u c lp lun cho mnh nhng ch ng mt phn. Sai xt ca bn doanh nghip l y li s bo h ca chnh ph, cha c chin lc thng mi, phn khc th trng, ci thin phn phi v ci tin k thut, iu n y l m cho hoa ca Colombia khng th cnh tranh vi H Lan mt nc khng c li th tng i nhng vn ng u cn sai st ca chnh ph: cha a ra c s quyt o n v c c ch nh s ch t gi tin t hp l, h thng h tng, giao th ng kh ng c u t ng mc, thiu s n lc hp tc v cnh tranh cng c c nc trong ngnh. Nu kt hp c c hai pha, cng i v mt hng pht trin th ngnh hoa Colombia mi mong gi vng c v tr cnh tranh trn th trng. 7. D N n Hoa i Colombia Lun C Nh n im Yu Cho Vic Pht Trin Trong Qu Trnh Khng Hon N n C Th y c Colombia Lun N Lc t Ph Sng To Ra Cc Gii Php Trong Cc Tnh Hu ng B t Li Cc cng ty trong ngnh lun n lc sng to, tm ra cc bin ph p khc phc khi gp kh khn xy ra. Tn dng s pht trin giao th ng xm nhp, tm kim th trng thun li nng thn min t y tn dng cc yu t thun li v thin nhin, chi ph. Hc hi v bt chc Floramerica v phng thc sn xut v tip th n ng cao u th ca ngnh hoa Colombia tr nn cnh tranh hn trn th trng M. t c tim nng ti a, c c nh vn Colombia tm c c gii ph p ci thin h thng phn phi bng cch
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thuyt phc cc hng hng khng v cc hng vn ti vn chuyn u tin c bit cho vn chuyn hoa ti. Colombia tin phong xy dng mt h thng tip nhn v phn phi hoa ti, gip hoa ti n c c c i l bn l trn khp t M, gip tng kh ch h ng v gim chi ph vn chuyn, tr th nh i th cnh tranh ng gm ca c c nh vn M. m rng phm vi khch hng, Colombia bin di phng thc tip th v phn phi trn th trng M thay i nhn thc ngi tiu dng M gip hoa ti tr nn ph bin.

Cu 5: Bn r t ra n n i c cho m n k i n t n u n ny i c n n marketing?
nh v li sn ph m v ch trn n v n t n iu

i n cu

Hoa colombia ti, p c nhiu kh ch h ng a chung nhng c c doanh nghip hoa ch mi bn sn phm m cha b n c i tha mn cho khch hng. Hoa ti Colombia c b n i tr nhng cha phn chia phn khc cho tng loi khch hng. Khng c chin lc tip th nhm nh v, nng cao gi tr sn phm. Khng c chin lc chm sc v gi khch hng. gi c v th trn th trng lu di, th y ch nh l iu m mt doanh nghip cn quan t m: nh v li sn phm v tng cng sc mnh thng hiu. Tm nhn di hn l pht trin v m r ng knh phn ph i

Knh phn phi ng v i tr ht sc quan trng trong qu trnh truyn sn phm n tay ngi tiu dng, lm tt khu phn phi c th m bo mt phn ln thnh cng ca doanh nghip. Tuy nhin trong tnh trng kinh t ang pht trin, c s h tng yu km c th vn chuyn tt hoa n c c ni khc. Cc doanh nghip nn ch ng t tm cch gii thot cho chnh mnh, khng nn qu ph thuc vo mt s trung gian, m cn c cc trung gian ring ca cng ty, hoc gi nhiu mi trung gian trnh ph thuc mt vi trung gian

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vn c. Bn cnh nu ph thuc vo trung gian qu nhiu s khin doanh nghip kh ng p ng c nhu cu khch hng cui cng.
-

n t

i sn p

m p i a vo n i ti u n cu i cn v ton a tr n c i p .

n , k n c

C c chi ph sn xut, vn chuyn, ph n phi thp l mt li th. Tuy nhin nu nh gi thp c th dn n ngi tiu dng hiu sai v gi tr sn phm. Th ng thng ngi ta ngh rng tin n o ca ny. Nhng sn phm c gi tin thp th c xu hng b nh gi l km cht lng hn sn phm c gi tin cao. Nhng thc t l sn phm c cht lng tt. Vic nh gi sn phm cn phi da trn c ng dng sn phm, hiu bit v nhu cu v th hiu kh ch h ng, nhu cu th trng, phi c tm nhn d i hn, c chin lc sn phm ng n, chin lc nh v ph hp n n n lc cnh tranh thng qua truyn thng v cc dch v xc tin sn ph m Truyn thng gip hnh nh ca hoa Colombia c i xa hn, nhiu khch hng bit n hn, mt hnh thc qung b sn phm cho cc doanh nghip Colombia. Cc dch v xc tin s gip cho cc khch hng yu thch sn phm hoa ti ca Colombia hn, v to nn s khc bit ca loi hoa ny. S pht trin ca doanh nghip ph thu c 1 phn ln vo s pht trin ca t nc, c s h tng, giao thng v cc chnh sch h tr ca chnh ph Chnh ph ng 1 v i tr ht sc quan trng trong qu trnh pht trin ca doanh nghip. cc chnh sch ca chnh ph a ra u nhm mong mun cc ngnh pht trin. Nhng kh ng phi lc no chnh ph cng lu n bo v cc doanh nghip trong nc v c c c ch nh s ch ng n. Do bn thn doanh nghip nn tch cc tip cn v tn dng c c c hi m chnh ph to ra v h tr cc doanh nghip, nhng kh ng y li m mt i kh nng s ng to, v kh nng cnh tranh vi cc quc gia khc.
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u t n

i n cu v pht trin

Nghin cu th trng ng vai tr quan trng cho vic pht trin ca cng ty. cng ty khng lc hu, nhu cu ca th trng a dng v lun bin i. Do cn sng to ra nhng sn phm mi, a dng phc v th trng.

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n u n M N MC THU P DNG CHO LP XE TRUNG QUC VO M


T 26/09 mc thu p dng cho l p xe Trung Qu c vo M t n t 4% l n 35% (ko i tron 3 n m) Di gc nhn marketin iu c li hi g cho Casumina Vit Nam? L p xe Trung Qu c k n n c M n n n em qua bn bn Vit Nam th sao?

1. Nguyn Nhn Theo o n c ng nh n thp ca M cho rng khong 5.100 cng nhn trong ng nh mt vic lm do nhp khu h ng sm lp gi r tng mnh ca Trung Quc ln ti 46 triu chic nm 2008. H mun Tng thng Obama hn ch nhp khu h ng sm lp ca Trung Quc xung cn 21 triu chic. Trong khong thi gian t nm 2004 n nm 2008, nhp khu lp xe ca M t Trung Quc tng 215%, trong khi nhp khu mt hng ny t cc quc gia khc gim 5%, cn sn lng lp xe ca M gim 27%. Theo s liu t Trung tm thng tin thng mi ton cu ti Columbia. Trung Quc xut khu ti 1,3 t USD lp xe sang M trong 7 th ng u nm 2009, trong khi M ch thu c 800 triu USD t cc sn phm t v 376 triu USD t tht g xut khu sang Trung Quc. Nhm cu vn s sp ca th trng M v vic nhp khu sm lp tng vt. Ngy 11.9.2009, Tng thng Obama quyt nh nh thu trng pht mi i vi cc mt hng lp xe c nh v xe ti hng nh nhp khu t Trung Quc. Theo mc thu mi m M p dng vi lp xe Trung Quc s tng t 4% ln 35% v bt u c hiu lc t ngy 26.9. Mc thu ny s ko di trong 3 nm v gim 5% mi nm sau . Xt v mi quan h rng buc gia M v Trung Quc Trung Quc c ti 2 nghn t USD d tr ngoi t, ch yu l tri phiu ngn hng ca M v nhng ti sn ging ng la v gi gi tr ng tin nc
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ny mc thp, khin cho hng ha Trung Quc tr nn r hn tng i trn th trng th gii. Xut khu ca Trung Quc tng mnh na u nm 2009, Trung Quc vt qua c v tr thnh nh xut khu ln nht th gii trong khi nhp khu li gim, tr nhng h ng ha nh qung st v du la, nhng th m Trung Quc ang thiu. Lo ngi trc vic Trung Quc c th bn ra nhng tri phiu ca B Thng mi M hay gim mua chng vn l m au u c chnh quyn Bush v Obama khi h vn ang c gng t nh to n l m sao p li ch nh s ch thng mi v tin t ca Trung Quc. Trong khi , nn kinh t ca Trung Quc ph thuc rt ln vo xut khu sang M, cn kinh t M th t ph thuc vo xut khu sang Trung Quc hn. Xut khu sang M, chim 6% tng sn lng ca nn kinh t Trung Quc, ln gp 13 ln so vi mc xut khu ca ca M sang Trung Quc. V th, h nh ng p t thu 35% ca M i vi mt h ng sm lp ca Trung Quc c th khin cc quc gia kh c cng xem li s ph thuc nng n ca mnh vo Trung Quc. iu s t c ng ng k vo sn lng xut khu hng ha ca Trung Quc cng nh cht lng sn phm. Mc d y l mc thu thp hn t nht 20 im phn trm so vi con s y ban Thng mi Quc t M kin ngh t trc (55%), nhng mc tng thu n y cng nh hng rt ln n ngnh cng nghip sn xut lp xe ca Trung Quc. C th ngn chn ho n to n c hi vo M ca lp xe Trung Quc. Do , kh ng ch b trng pht t pha M, Tng thng Brazil Luiz Inacio Lula da Sil cng tuyn b rng, s tin h nh iu tra bn ph gi vi hai mt hng nhp khu t Trung Quc l giy dp v lp xe, nhm nh bi hin tng h tr gi t Chnh ph Trung Quc ang gy bt mn i vi cc doanh nghip ca Brazil. 2. C H i Cho Casumina Vit Nam Vic M tin hnh p thu 35% i vi lp xe sn xut t Trung Quc m ra rt nhiu c hi cho lp xe sn xut ti Vit Nam xut sang M. Bi vi mc
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thu p qu cao cho Trung Quc, kh ch t hng ti M s chuyn hng sang tm ngun cung ti Vit Nam, Th i Lan, Indonesia v Malaysia l iu tt yu. Sn xut sm lp ang tng trng tt ti chu , trong khi nhu cu tiu dng sn phm ny ti th trng M cng gia tng. V i th nng k nht trn th trng ny l Trung Quc ang gp kh khn do phi chu mc thu cao 35% khi xut khu sang M. l cha k n vic cc doanh nghip sn xut lp xe hi ti Trung Quc phi chu mc thu xut khu 8%, trong khi ti Vit Nam doanh nghip c u i hn vi mc thu sut 0%. y l c hi ng n nm c mt cho Doanh nghip sn xut lp xe ca Vit Nam c th x m nhp v m rng th trng ti M. C hi tng th phn. Doanh nghip Trung Quc gp kh khn khi xut khu sang M nn s gim sn lng sn xut. Nhu cu v cao su thin nhin t pha Trung Quc sn xut ra sm lp xe s t hn. Nhiu kh nng gi cao su thin nhin s gim. Gip cho chi ph sn xut lp xe gim xung to ra u th v gi . iu n y s thun li hn cho Casumina ni chung v doanh nghip Vit Nam ni ring. 3. B t Li Cho Casumina Vit Nam Cc doanh nghip s m l p Vit Nam s chu s cnh tranh r t khc nghit tron tn lai Quyt nh ca chnh quyn Obama khng ch gy nh hng mnh n nn cng nghip sn xut lp t ca Trung Quc m cn c th gy nh hng dy chuyn n c nhng quc gia khc. Vit Nam l mt trong nhng quc gia , khi th trng xut khu nguyn liu cao su chnh ca Vit Nam l Trung Quc. Thng k ca Trung tm Thng tin B C ng Thng cho thy, trong nm 2008, th trng nhp khu cao su chnh ca Vit Nam vn l th trng Trung Quc, vi tr gi t 952.5 triu USD, tng ng 645 ng n tn, chim 56% tng th phn xut khu ca c nc. Trong 8 th ng u nm 2008, Trung Quc vn l th trng xut khu cao su chnh ca Vit Nam vi khi lng l 263 ngn tn, chim 67,4% v tr gi 391,6 triu USD. Mc d Trung Quc l th trng ln ca xut khu cao su Vit Nam nhng v pha Trung Quc, nhp khu t Vit Nam ch chim 15% tng lng nhp khu ca quc
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gia ny. Nhng con s trn cho thy xut khu cao su ca Vit Nam qu ph thuc vo Trung Quc. Hn Quc cng l mt trong nhng nh sn xut lp xut khu sang M kh ln, im mu cht l nhiu nh my sn xut lp ca Hn Quc c xy dng ti Trung Quc. Ch nh tnh hnh n y y nhiu tp o n ln ca Hn Quc ang rt lo lng. Nhiu th ng tin c cng b, Hn Quc s tin hnh xem xt xy dng nh my ti Vit Nam v Hungary nhm trnh s nh hng ca chnh sch thu n y n ngnh sn xut lp ca Hn Quc. Lp xe Trung Quc kh ng b n c M nn n em qua b n bn Vit Nam th lp xe Vit s vp phi s cnh tranh rt ln v h ng r o k thut thng mi, gi , cht lng, tiu chun k thut Cng kh ng loi tr kh nng lp xe Trung Quc s tr n ngp th trng Vit Nam nh bao h ng ha kh c. Ngo i ra, lp xe Vit s phi i mt vi nn h ng gi, h ng nh i l nguy hi n doanh thu v uy t n ca mnh. Mt trong cc nguyn nhn dn n h nh ng tng thu ca M xut pht t cht lng sn phm. doanh nghip Vit Nam, c bit Casumina cn ch trng n cht lng ca sn phm sm, lp. y l mt thch thc ln, i hi Casumina cn to ra cc sn phm cht lng u vit, nh th mi tn dng tt c hi n y a sn phm vo th trng M.

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u n

MICROSOFT GOOGLE YAHOO

V sao Google v Microsoft cnh tranh vi nhau? Ti sao Microsoft mu n mua Yahoo v ti sao Yahoo li vui khi 2 thn tr n u vi nhau?

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1. V sao Google v Microsoft cnh tranh vi nhau ? Trong thi gian gn y, c Google v Microsoft u c m rng phm vi hot ng, tn c ng sang c c lnh vc th mnh ca i th. C hai u mong mun c c mt s hin din tt hn trn Internet, m rng v kim so t th trng, mong c c nim tin v s gn b ca ngi tiu dng vi mnh nhiu hn. i oo le Mc tiu ca hng khng phi l chm cht cho phn cng hay

phn mm ni ring, m trn ht l lm sao ci thin cht lng mng Internet, c v hiu nng cng nh mt ph sng. M hnh kinh doanh ca Google rt n gin: cng c nhiu c nhp chut vo cc trang web ca hng hoc ca i t c, Google c ng thu c nhiu tin qung co. V cch tt nht m bo trang web c ngi xem kh ng g kh c hn l to iu kin truy cp Internet cht lng cao cho cng nhiu ngi cng tt. i Microsoft: Microsoft l 1 cng ty sn xut h iu hnh v mc tiu chnh ca hng l bo v nhng phn mm c gi tr nht l Windows v Office trong khi tip tc m rng cc phn mm khc nhm gi khch hng. Cc phn mm mi ca Microsoft u gn vi Windows v Office, nhm bo v nhng t ch b i n y. Sn phm mi nht Office 365 ca Microsoft cng kh ng nm ngoi mc tiu trn, nhm khin khch hng ngy cng gn lin hn vi Microsoft Office.

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2. Ti sao Microsoft mu n mua Yahoo? Google tr thnh mt th lc ln trn th trng qung c o v tm kim trc tuyn. C Microsoft v Yahoo u ang phi g mnh cnh tranh vi Google. Hp nht sc mnh l cch tt nht chng li sc mnh ca Google. Microsoft c chin lc cnh tranh trong th trng tm kim m hin nay Google ang thng tr. Chin lc ny ph thuc vo s t ph v cng ngh. Microsoft ngh rng vic kt hp vi Yahoo s tng tc tin trnh ny, v h c nhng k s tuyt vi v l m c nhiu cng vic tuyt vi. Nn nu kt hp c h v chng ti, tc i mi v hon thnh cng vic s tng ln ng k. Do , hp nht vi Microsoft s gip Yahoo san bng khong cch vi Google v mt nng lc. Trong mt ca rt nhiu ngi Yahoo khng thc s l i th cnh tranh ca Google. iu Yahoo c m Microsoft hin khng c chnh l mt ch ng trong Thung lng Silicon. Hp nht s mang li cho Microsoft nhng g m hng ny mun. Trc ht Microsoft s c hng li trc tip t nhng kinh nghim kinh doanh pht trin trn nn tng Internet ca Yahoo. Microsoft thc ra ch l mt hng cng ngh vi sn phm ch o l Windows v Office. Trong khi Yahoo l mt cng ty Internet. Mt cng ty theo kiu dot-com chnh hiu. Microsoft hi vng s hu cc hot ng kinh doanh trn Internet v c bit l hot ng tm kim nhm kim sot thm th trng m Microsoft ang b tt li : Qung co trc tuyn. V con ngi, quy m s lng cc k s tuyt vi v tc sng to m h ang thc hin. Vic xy dng nn tng in ton m Microsoft s dng cho tm kim v in to n m m y l mt khi lng cng vic khng l. Cng c nhiu k s t i nng t c Microsoft v Yahoo, cng vic ny cng sm hon tt. 3. Ti sao Yahoo li vui khi 2 thn tr n u vi nhau? Yahoo vn c xem nh ngi i tin phong trong vic ph cp Internet n vi ngi dng ph th ng, nhng Google mi l k thng tr nh nhng sn phm mi n ph nhng cc k hu dng ca mnh. Yahoo bt u nh l mt
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cng c tm kim v tr thnh ln nht trn mng dch v tin nhn nhanh vi dch v email ph bin nht c s dng da trn web. Sau Google n v bt u trc tip cnh tranh vi Yahoo trong th trng cng c tm kim v dn u trong tt c cc kha cnh ca cng c tm kim v sau tr thnh ngi tin phong trong vic a ra c c hp th n khng gian ln nht cho cc dch v email trn nn web vi Gmail. Vi vic Yahoo thay lin tip 5 tng trong 5 nm va qua, c th thy Google th nh c ng nh th no trong vic bp ngh t i th ca mnh. Microsoft l 1 c ng ty chuyn v sn xut h iu h nh. Nhng gn y, Microsoft cng m rng hot ng ca mnh sang lnh vc v dch v mng, h thng tm kim v qung c o trc tuyn vn l th trng ch lc ca Yahoo. S tn ti v th phn ca Yahoo ang b e da mc nguy him. Tuy vy, Microsoft vn cn non nt trong lnh vc n y. Nu mt ng y n o , Microsoft tr nn ln mnh v c hai lnh vc n y th Yahoo s vnh vi n mt i ch ng trn th trng. Google v Microsoft cnh tranh vi nhau s l m gim bt sc mnh ca nhau v cng bt i p lc cho Yahoo. Trong cuc chin gia Google v Microsoft, Yahoo l ngi c hng li. V vy, khi Google v Microsoft cnh tranh vi nhau Yahoo s vui.

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