MC LC PHN 1. T VN ..................................... Error! Bookmark not defined. 1. L do chn ti .................................................................................................. 2. Mc tiu nghin cu ............................................................................................. 3. i tng, phm vi nghin cu ............................................................................

.. 4. Phng php nghin cu ...................................................................................... 4.1.thit k nghin cu.............................................................................................. 4.2. phng php thu thp s liu............................................................................. 4.3. phng php x l s liu.................................................................................. PHN 2. NI DUNG V KT QU NGHIN CU ............. Chng I. C S L LUN CA TI,............................................. 1. Khi nim v s nhn thc.............................................. 2. Khi nim chin lc marketing - mix .................... 3.Tng quan v cng ty thc phm Chu v thng hiu m n lin Gu 4.Chin lc marketing-mix ca gu .................................................................... 4.1 Sn phm............................................................................................................. 4.2 gi c................................................................................................................... 4.3 phn phi............................................................................................................ 4.4 hot ng xc tin............................................................................................... Chng II: KT QU NGHIN CU................................................................. 1. xy dng s nhn thc..................................................................................... 2. thng k mc s dng m n lin...................................................................... 3. nh gi mc cm nhn ca khch hng i vi knh phn phi v hot ng truyn thng ca gu 3.1 kim nh thang o khi nghin cu nh lng....................................................... 3.2. thng k m t v nhn xt v cc tiu ch........................................................... phn III KT LUN V KIN NGH.................................................................. 1. Kt lun.................................................................................................................. 2. Kin ngh............................................................................................................... Phn 4 TI LIU THAM KHO............................................................................

PHN I: T VN 1. L do chn ti.

20 nm xy dng v pht trin cng ty thc phm Chu Asia Foods chuyn sn xut cc loi thc phm n lin xy dng c nhiu thng hiu c uy tn trn th trng Vit Nam mt cch c hiu qu. Mt trong s thng hiu khng th khng k n m n lin Gu . L sn phm c bnh chn lin tc 10 nm lin danh hiu Hng Vit Nam Cht Lng Cao (2001-2010), l sn phm Vit Nam tt nht do bo Si Gn tip th t chc (2010), m n lin Gu ngy cng to c v th ca ring mnh trn th trng Vit Nam. Trn th trng m n lin hin nay khng kh bt gp nhng sn phm m n lin ph hp vi nhu cu hin ti ca mnh t hng v chua, cay n si m mm, dai, lm t khoai ty... Tuy nhin nhu cu ca con ngi lun lun thay i theo thi gian v doanh nghip gi vng, pht huy nhng gi tr vn c cng nh to c nim tin cho ngi tiu dng c l mt chin lc marketing-mix ng n, c tnh t ph v kp thi s gip cho doanh nghip phn no t c nhng mc tiu ra. L nh qun tr, a ra mt quyt nh mang tnh chin lc cho c doanh nghip tht khng d dng, quyt nh ny phi c c s v phi da trn nhng nghin cu th trng mt cch thch hp, khn kho, c nh vy quyt nh a ra mi c ngha thc tin. V a ra chin lc marketing-mix cho sn phm m n lin Gu (Asia foods). Nhm chng em cn thn nghin cu v xem xt k lng nhng gii php, nhng xut cho sn phm thng qua nhng u im ni tri ca S cm nhn trong ti Nghin cu va pht trin chin lc marketing-mix cho sn phm m n lin Gu thng qua s nhn thc. y l ti tuy khng mi nhng vic p dng phng php kh mi lp s cm nhn a ra gii php v xut cho chin lc marketing-mix thc s l mt th thch vi nhm chng em. Chng em rt mong nhn c s gp chn thnh v qu bu ca C nhm c th hon thnh tt bi lm hin ti v sau ny. Chc C lun lun sc khe v hnh phc!

2. Mc tiu nghin cu Mc ch chung Nng cao hiu qu hot ng mar-mix cho thng hiu m n lin gu . Mc tiu c th Hiu r th hiu ca khch hang. nh v thng hiu. nh gi hot ng mar-mix hin ti ca m n lin gu . a ra gii php v pht trin chin lc mar-mix. Cu hi nghin cu Bn c bit m n lin gu khng? Bn mong mun iu g v m n lin? Xc nh v tr ca thng hiu m n lin gu trong tm tr khch hng? Hiu qu ca hot ng mar-mix ca cng ty nhng ci t c, nhng ci khng c? Nhng chin lc mar-mix mi l g? 3. i tng v phm vi nghin cu a. i tng nghin cu: Nhn thc nhng nhu cu ca ngi tiu dng i vi cc sn phm m n lin hin nay. Do iu kin gii hn nn chng ti ch nghin cu 1 i b phn sinh vin, hc sinh. b. Phm vi nghin cu: Trng ai Hc Kinh T - i Hc Hu 4. Phng php nghin cu 4.1. Thit k nghin cu Nghin cu ny c thc hin qua 2 giai on chnh:

4.1.1. Nghin cu nh tnh Mc ch ca nghin cu ny l nhm tm hiu nhng tiu ch v m n lin m sinh vin quan tm khi chn mua. Nghin cu nh tnh dng k thut xem xt, iu chnh v b sung cc bin quan st o lng cc khi nim nghin cu. Th nht, s dng cc cu hi m i vi mt s bn b, ngi thn s dng m n lin thng xuyn. Th hai, s dng phng php chuyn gia tp hp kin ca nhng ngi thng xuyn tip xc vi khch hng. y l nhng ngi thng xuyn tip xc, t vn v gii p thc mc cho khch hng nn s hiu r nhng tiu ch m ngi tiu dng quan tm. T hai ngun thng tin ny kt hp vi phn l thuyt l c s xy dng bng hi nhm thu thp kin khch hng, phc v cho phn nghin cu nh lng tip theo. 4.1.2. Nghin cu nh lng Da vo kt qu nghin cu nh tnh s thc hin thit k bng hi thu thp thng tin ca sinh vin. Bng cu hi s b s phng vn th 20 sinh vin xem h c hiu thng tin, ngha ca cc cu hi hay khng, sau tin hnh chnh sa bng cu hi, hiu chnh thang o nhm m bo tnh tin cy ca ti. Bng cu hi sau khi c iu chnh s a vo phng vn chnh thc sinh vin. Thit k bng hi: Bng hi thit k vi mc ch kho st, tm hiu v mc nhn bit v cc chin lc marketing-mix ca Gu sinh vin ca trng i Hc Kinh T Hu. Nhm m bo thng tin thu thp sao cho ph hp nht vi ti nghin cu th bng hi c xy dng gm cc phn chnh sau: Phn mt: nh gi Gu v i th cnh tranh Phn ny gm mt bng hi vi cc tiu ch khi ch n mua m n lin ca sinh vin bit c sinh vin nh gi nh th no v sn phm m n lin Gu v sn phm cnh tranh. Cu hi bao gm cc tiu ch nh: nguyn liu, hng v, khu v, gi c.... Phn hai: Tm hiu v marketing-mix ca Gu Phn ny c xy dng da theo thng tin thu thp c qua iu tra nh tnh ban u nhm tm hiu v vic sinh vin bit n m n lin Gu qua nhng knh thng tin no,

a im sinh vin chn mua m n lin v sn phm ca Gu sinh vin s dng nhiu nht l sn phm no. Thng qua nhng thng tin lm c s cho vic pht trin chin lc marketing-mix cho Gu . Phn ba: Thng tin ca sinh vin. 4.2. Phng php thu thp s liu 4.2.1. S liu th cp Thu thp cc ti liu lin quan t sch chuyn ngnh, bo ch, Internet, cc kha lun tt nghip nhng nm trc, 4.2.2. S liu s cp - Thu thp thng tin qua phng vn trc tip sinh vin i hc Hu. - ti nghin cu tin hnh kho st trn mu i din v suy rng kt qu cho tng th. - Phng php chn mu: chn mu ngu nhin h thng ti thc a ph hp vi c im ca khch hng. tnh kch c mu, ti nghin cu s dng cng thc sau:

z 2 p(1 q) e2

Do tnh cht p + q = 1, v vy p.q s ln nht khi p=q= 0,5 nn p.q= 0,25. Ta tnh c mu vi tin cy l 95% v sai s cho php l e = 8% . Lc mu ta cn chn s c kch c mu ln nht:

z 2 p(1 q) 1.96 2 (0.5 * 0.5) 150 = e2 0.08 2

C mu = 150 x 1.5 = 225

Do b gii hn v thi gian v ngun lc nn nhm ch tin hnh pht 150 bng hi. Trong , c 113 bng hi hp l v 37 bng hi b loi. - Phng php chn mu: Nhm tin hnh iu tra pht bng hi v phng vn trc tip. i vi phng php phng vn trc tip: Phng vn ngu nhin nhng ngi trong lp thuc trng i Hc Kinh T Hu i vi phng php pht bng hi:

Nhm s dng phng php chn mu ngu nhin thc a nn nhm tin hnh pht nhng lc ngh gia gi v trong mi phng ca trng, trong mi phng th chn ngu nhin 2 sinh vin thuc 2 dy khc nhau ca cng bn s 3 pht bng hi. 4.3. Phng php phn tch d liu - Nhm dng phn mm SPSS phn tch d liu. - Trong qu trnh m ha d liu s dng cc loi thang o nh: + Thang o danh ngha. + Thang o khong, + Thang o Likert. - Tin hnh m ha v nhp d liu thu c t cc phiu iu tra, sau nhm s dng cc k thut phn tch trong phn mm spss16.0. - Nhm tin hnh thng k m t trn spss cho ra cc bng tn s, tnh ton cc i lng thng k m t i vi bin nh lng v v cc biu lm cn c tin hnh nhn xt v kt lun. - Dng k thut tng hp (CA) xy dng s nhn thc - Thc hin nh gi thang o thng qua h s Cronbach's Alpha qua thang o c chp nhn khi h s tin cy Cronbach's Alpha t c yu cu l > 0.6.

PHN 2. NI DUNG V KT QU NGHIN CU Chng 1. C S L LUN CA TI 1. Khi nim v s nhn thc S nhn thc: Perceptual Mapping Bn nhn thc Dng phn tch v din gii v vic khch hng tim nng ca bn nh gi sn phm, dch v bn cung cp so vi nhng i th cnh tranh khc. Hu ht cc biu nh gi thng th hin 2 kha cnh trong cng 1 thi im,v d mt trc th hin gi, mt trc th hin cht lng. Cng c mt s biu c th th hin nhiu kha cnh trn nhiu trc khc nhau. 2. Khi nim v Marketing L thuyt Marketing xut hin trc ht M. Vo nhng nm u th k XX, nhng bi ging u tin v mn hc Marketing c thc hin ti cc trng i hc Hoa K, sau lan san cc trng i hc khc v dn tr thnh ph bin hu ht khp cc nc c nn kinh t th trng. L thuyt Marketing ban u ch gn vi nhng vn ca tiu th, nhng n ngy cng tr nn hon chnh v l thuyt bao qut c nhng hot ng c trc tiu th nh: nghin cu th trng, khch hng, thit k v sn xut sn phm theo ng yu cu ca khch hng, nh gi v t chc h thng tiu th, chm sc khch hng, hin nay, Marketing c ng dng trong mi lnh vc ca cuc sng.

C rt nhiu nh ngha khc nhau v Marketing. Sau y l mt s nh ngha tiu biu: - Theo Philip Kotler: Marketing l mt qu trnh qun l mang tnh x hi, nh m cc c nhn v tp th c c nhng g h cn v mong mun thng qua vic to ra, cho bn v trao i nhng sn phm c gi tr vi nhng ngi khc. - Theo hip hi Marketing Hoa K: Marketing l qu trnh k hoch ha v thc hin cc vn sn phm dch v, tng nhm to ra s trao i tha mn cc mc tiu ca cc c nhn v t chc. - Theo Peter Ducker: Marketing co bn n ni chng ta khng th xem n l mt chc nng ring bit. Trc tin n l thnh phn trung tm ca ton b hot ng doanh nghip. N l ton b cc hot ng ca doanh nghip nhn t pha khch hng. V vy, chc nng v trch nhim ca Marketing phi xuyn sut trong mi hot ng ca doanh nghip. Cc nh ngha khc v Marketing: Marketing l mt qu trnh qua mt t chc quan h mt cch sng to, c hiu qu v c li vi th trng. Marketing l ngh thut sng to v tha mn khch hng mt cch c li. Marketing a ra ng hng ha v dch v n ng ngi, ng a ch, ng thi gian, ng gi v thng tin v thng tin chnh xc cng khuyn mi. S khc nhau gia cc nh ngha ny cng nh nhiu nh ngha khc v Marketing ch l quan im, gc nhn nhn vn . y cc hc gi u nhn mnh n tm quan trng ca s trao i nhm tha mn nhu cu ca ngi bn, ngi mua d h l mt c nhn hay mt t chc. Hin nay, nh ngha v Marketing ca Philip Kotler v ca hip hi Marketing Hoa K c xem l hon chnh v c tha nhn rng ri nht trn phm vi ton th gii. 2.1. V tr ca Marketing trong kinh doanh ca doanh nghip 2.1.1. Vai tr ca Marketing trong kinh doanh ca doanh nghip Doanh nghip c v nh l mt c th sng ca i sng kinh t. Cn th trng, chnh l mi trng bn ngoi. C th sng khng th tn ti nu khng trao i cht vi

mi trng bn ngoi. Tng t vy, doanh nghip khng th ng vng v pht trin nu khng gn vi th trng. Do vy, ngy nay khng mt doanh nghip no tin hnh kinh doanh m li khng tm cch gn doanh nghip mnh vi th trng. Thnh cng hay tht bi ca doanh nghip ty thuc vo vic n cung cp cho th trng ng ci th trng cn khng? C ph hp vi mong mun v kh nng thanh ton ca khch hng hay khng? Marketing gip doanh nghip nm bt cc thng tin v th trng thng qua cc hot ng v nghip v nh: nghin cu th trng, nghin cu sn phm mi, nghin cu khch hng, thit lp h thng knh phn phi Bn cnh , mt doanh nghip mun tn ti th phi c cc hot ng chc nng nh sn xut, ti chnh, nhn s Marketing ng vai tr kt ni hot ng chc nng vi th trng. iu c ngha l m bo cho hot ng kinh doanh ca doanh nghip hng theo th trng, bit ly th trng, nhu cu v c mun ca khch hng lm c s cho mi quyt nh kinh doanh. 2.1.2. Nhng li ch ca hot ng Marketing trong doanh nghip - Phn tch c hi marketing gip cng ty la chn lnh vc kinh doanh ci tin kt qu kinh doanh m bo tn ti v tng trng nhng bin i ca mi trng kinh doanh. - Doanh nghip nghin cu v la chn th trng mc tiu, thit k nhng sn phm hu hnh c kh nng p ng cao nht nhu cu v c mun ca khch hng ph hp vi hon cnh c xc inh ca mi trng kinh doanh bao gm: cht lng, mu m, tnh nng, nhn hiu, cung ng dch v c th sau khi bn. - Marketing gip doanh nghip v la chn danh mc mt hng kinh doanh m bo cho Cng ty kh nng tng trng v chng nhng ri ro kinh doanh khi mi trng bin i v em li kh nng thu li cao nht khi mi trng kinh doanh cho php. - Nh c hot ng kinh doanh m doanh nghip xc nh cc mc gi bn bun, bn l, chit khu gi v cc phng thc thanh ton v gi. - Thng qua hot ng Marketing m cc doanh nghip t chc cc knh phn phi, qun l h thng phn phi bn l, bn s hiu qu nht nhm a ra sn phm n ngi tiu dung. Hot ng knh phn phi nhm t chc v a sn phm t ni sn xut n ngi tiu th th trng mc tiu.

- Marketing cn gip Cng ty tin hnh thng tin, tuyn truyn v thuyt phc khch hng mua sn phm ca Cng ty, gip Cng ty xc nh c sn phm ang giai on no trong chu k sng. T , ra cc bin php ko di tui th ca sn phm. iu ny gip cho nh sn xut thu ht c khch hng nhiu hn, tng doanh thu, nng cao hiu qu kinh doanh ca doanh nghip. Nh vy, trong qu trnh kinh doanh hin i, Marketing ng vai tr rt quan trng trong hot ng sn xut kinh doanh ca doanh nghip. Marketing cn l mi quan tm hng u v lu di ca ton th cc Cng ty. 2.1.3. Mi quan h gia Marketing vi cc b phn chc nng khc ca doanh nghip - Marketing phn nh mt chc nng c bn ca kinh doanh, ging nh chc nng sn xut, ti chnh, qun tr nhn lc, k ton, cung ng vt t. Nhng chc nng ny u l nhng b phn tt yu v mt t chc ca mt Cng ty. Chc nng c bn ca hot ng Marketing l to ra khch hng cho doanh nghip ging nh sn xut to ra sn phm. - T xt v mi quan h gia cc yu t cu thnh trong h thng hot ng chc nng qun tr doanh nghip th Marketing l mt chc nng c nhim v kt ni m bo s thng nht hu c gia cc chc nng Nh vy, xt v quan h chc nng th Marketing va chi phi, va b chi phi bi cc chc nng khc. Ni mt cch khc, khi xc nh chin lc Marketing, ra cc mc tiu chin lc, cc nh qun tr Marketing phi t cc nhim v, mc tiu chin lc marketing trong mi tng quan, rng buc vi cc chc nng khc. 2.2. Marketing Mix trong kinh doanh ca doanh nghip 2.2.1. Khi nim Marketing Mix Marketing Mix (Marketing hn hp) bao gm tt c nhng g m Cng ty c th vn dng tc ng ln nhu cu v hng ha ca mnh. C th tp hp rt nhiu kh nng thnh bn nhm c bn: - Chnh sch sn phm (Products) - Chnh sch gi (Prices) - Chnh sch phn phi (Places) - Chnh sch xc tin hn hp ( Promotions)

MARKETING- MIX

Chnh sch sn phm ( Products)

Chnh sch gi ( Prices)

Chnh sch phn phi (Places)

Chnh sch xc tin, khuyn mi (Promotions)

3. Tng quan v cng ty thc phm Chu v thng hiu m n lin Gu Cng ty thc phm cng nghip Chu tin thn l cng ty Vifood c thnh lp vo nm 1990 ti thnh ph H Ch Minh. Vo nm 1995, cng ty i tn thnh Cng ty thc phm cng nghip Chu vi nh my t ti p ng An, x Bnh Ho, huyn Thun An, tnh Bnh Dng. Cng ty thc phm cng nghip Chu l mt trong nhng nh nh sn xut hng u cc sn phm n lin nh M, Cho, Bn, Ph ng gi hay ng hp vi nhiu hng v v nguyn liu sch cung cp hng t ba n cho ngi dn ti Vit Nam, cung cp mi nm hng t ba n ngon, cht lng v tin li cho ngi tiu dng trong v ngoi nc. T nm 1997 cng ty vn sang cc th trng nc ngoi khc nh Nga, c, Chu c...v c bit ti Campuchia, sn phm ca cng ty chim hn 50% th phn n lin ca quc gia ny.

Nm 2003, cng ty phi u t m rng thm nhiu nh my nh khu cng nghip An Ph c cng sut ln ti hn 1 triu gi/ nm. Nm 2011 p ng s cung ng nhanh cho th trng min Bc nn cng ty xy dng nh my sn xut cc sn phm n lin ti Bc Ninh. Mc tiu hng ti ca Cng ty l tr thnh cng ty Vit Nam sn xut thc phm tin dng hng u ng Nam , c nn tng kinh doanh chnh trc v vng bn, c ngi tiu dng yu thch v tin tng. Danh mc sn phm ca cng ty M Gu M Hello_Cho hello Cho Shang-ha

M Vifood

(ko bik) _ _

M Gu yu

2.1.2. Tng quan v thng hiu m n lin Gu

M Gu l mt trong nhng thng hiu ca cng ty thc phm cng nghip Chu, l mt trong nhng thng hiu hng u ti Vit Nam v m n lin v cc thc phm n lin khc. Tri qua nhiu nm lin tc pht trin, thng hiu Gu thc s tr thnh ci tn quen thuc i vi ngi dng Vit Nam. 2001-2010: Sn phm m n lin Gu c bnh chn lin tc 10 nm lin danh hiu Hng Vit Nam Cht Lng Cao.

 2010: Sn phm m n lin Gu c bnh chn l Sn phm Vit Nam tt nht do bo Si Gn Tip Th t chc.
Cc sn phm ca Gu ht sc a dng v ph hp vi nhiu khu v ca ngi

tiu dng. Vi cc nhn hiu sn phm chuyn v cho n lin, m gi, ph n lin... th trng ca m Gu ang ngy cng m rng v cnh tranh hn vi cc tn tui ln khc nh Vina Acecook, Vifon...
2.2. Hot ng marketing-mix ca cng ty i vi thng hiu m n lin Gu 2.2.1. Th trng mc tiu Sn phm n lin ca Gu p ng y nhu cu cho mi i tng KH l: - Nhng h gia nh - Hc sinh, sinh vin - Nhng ngi n chay Vic a ra cc sn phm khc bit dnh cho khch hng cng da vo khch hng mc tiu ca Gu : Gu tm chua cay m : dnh cho nhng khch hng thch hng v chua cay tinh t v v cay nng ca t. Gu tm chua cay: Vi v chua cay gim bt, s dnh cho cc khch hng thch n chua cay va phi. M gu G si ph: dnh cho nhng khch hng thch s dai ngon, mm mn ca ph, nc sp vi mi thm tinh t ca g M gu tm g sa t hnh: dnh cho nhng khch hng thch thng thc v tm v g tht 100%, thm hnh phi sa t. M gu tht bm: Dnh cho nhng khch hng thch n tht ln, tht bm. M gu B bt tt: dnh cho nhng khch hng yu thch Hng v b bt tt ha quyn trong tng si m gin dai M gu chay rau nm: sn phm dnh cho ngi n chay vi Si m dai ngon, hng v ca nm, nc sp rau nm, n ngon, khng s nng, khng s ngn. Trong thi gian ti cng ty s sn xut thm nhiu sn phm hn na nhm phc v tt cho nhng khch hng c nhu cu cao v nhm a dng ha cc loi sn phm, to cho khch hng nhiu s la chn hn.

2.2.2. Phn tch chnh sch marketing-mix m cng ty p dng 2.2.2.1. Sn phm Cng ty nhn mnh n yu t cht lng, gi c vi ch trng: "Ngon ming, tin dng, gi hp l nhng phi an ton v sinh" Vi tiu ch lun ly cht lng v s hi lng ca khch hng lm yu t tin quyt v nh hng, trong sut thi gian qua, nhn hiu m gu thc s chim c cm tnh ca ng o ngi tiu dng. Vi rt nhiu sn phm c o, c hng v thm ngon v c bit l gi c cnh tranh, th trng ca m Gu thc s tng trng n tng. Mi gi m Gu l nh cao mn ngon c sc, c ch bin bi tm huyt ca bp trng Gu : T vic t m la chn nhng ht lc m c vng m thng hng lm nn nhng si m mng mn, gin dai n nc sp mang hng v thm ngon t 100% tm v g tht, ha quyn cng hnh phi sa t ngon tuyt em li cho bn tri nghim kh qun. Sn phm ca Gu rt a dng v ph hp vi nhiu khu v ca ngi tiu dng:

M Gu Tm chua cay m

M Gu Tm chua cay thanh khit

M Gu Tm g sa t hnh

Gu M G Si Ph

Gu M Tm Chua Cay

Gu M Tm G

Gu M tht bm 2.2.2.2. Gi

Gu B bt tt

Gu M chay rau nm

Gi c l yu t linh hot nht ca Marketing-mix, nh hng n quyt nh mua ca khch hng. Th trng m gi Vit Nam hin c khong 50 doanh nghip cng hng trm nhn hiu m khc nhau, cha k hng chc nhn hng m gi nc ngoi cng ang hin din khp ni, to s phong ph cho th trng c v bao b, mu m ln gi c. iu ny lm cho mc cnh tranh ginh th phn ca cc doanh nghip cng s khc lit hn. Trong thi im hin nay, vic tng gi sn phm l iu khng th trnh khi, do s tc ng xu ca tnh trng lm pht gia tng n doanh nghip. Tuy nhin cng ty lun c gng m bo mt mc gi hp l v ph hp vi ngi tiu dng v khng qu chnh lch so vi cc sn phm ca i th cnh tranh trong mt phn khc th trng.

STT 1 2 3 4 5 6 7 8 9

Tn sn phm M tm chua cay m M tm chua cay thanh khit M tm g sa t hnh M g si ph M tm chua cay M tm g M tht bm M b bt tt M chay rau nm

Hnh thc Gi Gi Gi Gi Gi Gi Gi Gi Gi

Quy cch(g) 70 70 70 65 65 65 65 65 65

Gi bn(ng) 4.000 4.000 4.000 3.500 3.500 3.500 3.500 4.000 3.000

Gi bn l ca cc sn phm m Gu Cng ty cng a ra cc hnh thc chit khu cho cc i l nhm nng cao kh nng cnh tranh v thu ht thm c nhiu khch hng. ng thi, vic gim gi trong ma thp im cng c cng ty p dng thng xuyn qua cc nm nhm bo m s n nh trong qu trnh sn xut ca doanh nghip. Theo nh gi ca cc khch hng th vic nh gi sn phm cng khng c nhiu s thay i ln. Trong , ty vo tnh hnh th trng v gi nguyn vt liu m cng ty tin hnh thay i gi. Hu ht cc khu vc khc nhau u c c p dng ng nht mc gi ging nhau, khng c s chnh lch v gi gia cc khu vc. iu ny trnh c s thua thit, bt cng v gi ti cc khu vc nht l cc vng gip ranh vi nhau. 2.2.2.3. Phn phi M n lin tn cng vo hu ht cc knh phn phi, t cc siu th hin i cho n nhng tim tp ha nh, t thnh th n nng thn. C th ni hu nh bt c ngi tiu dng Vit Nam no cng dng sn phm ny d t hay nhiu. Khng ch cnh tranh gay gt v sn phm v gi c, cc cng ty cn ginh tng tc t trn mt trn phn phi. Cng ty phn phi theo h thng i l (bn s) tc l chn ra nhiu nh bn s (i l cp 1) v nhim v ca cc nh bn s ny l phn phi xung cc nh bn s cp di ri ph n cc tim bn l. Khi khch hng c nhu cu, cc tim bn l s bo ln cc nh bn s v 2 doanh nghip ny s cung cp sn phm theo hnh thc bn t.

Ngoi nhng u i, chit khu hoa hng tha ng cho tng thnh qu m 1 thnh vin i l mang li, cc i l cn c nhn s h tr trong mng o to - qun l v qung b thng hiu c nhn. Ngoi ra, mi thnh vin i l sau khi tham gia h thng m Gu , vi thi gian khong 2-3 thng l c hng cc chnh sch, ch bo tr nh 1 thnh vin lu nm.

S knh phn phi ca cng ty Quan st s trn cho thy Cng ty phn phi cho cc i l chnh (i l cp 1), khng phn phi trc tip v khng c quan h trc tip vi cc i l cp 2, cp 3 v im bn khc cng nh ngi tiu dng cui cng. i l cp 1 li phn phi trc tip cho i l cp 2, cp 3 nh: cc im bn l, ch, quy tp ha 2.2.2.4. Xc tin Chnh sch xc tin hn hp s gip khch hng hin ti v tim nng c nhng thng tin cn thit v Cng ty v sn phm ca cng ty, to iu kin h tip cn tm hiu v dng th sn phm ca Cng ty. Cng ty c cc hot ng h tr nh sau: Qung co: Qung co l mt hnh thc truyn t thng tin ca sn phm ca cng ty n khch hng mt cch thun li nht. Qung co trn tivi l mt trong nhng hnh thc hiu qu v n thu ht c gic quan ca ngi xem p mt n tng, ghi su m c sn phm cn qung co thng qua hnh nh, m thanh, li ni. Bn cnh , Cng ty cn kt hp qung co trn bo, tp ch c uy tn, website. Cng ty p dng hnh thc qung co EPS ( Emotional Selling Proposition): qung co u th v mt tnh cm. Qung co EPS da trn "thng ai thng c ng i - ght ai

ght c tng ty h hng", khi mua nhng sn phm ngi tiu dng c s la chn rt cm tnh. H c th mua sn phm ch v n gin con ca h thch hnh nh con tm trn gi m. Khc vi cc i th cnh tranh thng nhn mnh s khc bit v c tnh hay li ch sn phm (v d nh Omachi l m lm t khoai ty n khng b nng, Tin Vua l m c li cho sc khe v khng s dng mu ha hc, v.v), thng ip ca Gu li l gn kt yu thng vi mc ch nh vo lng trc n ca khch hnh nhm pht huy truyn thng tng thn tng i ca ngi Vit Nam. Gu Trade-offs (nh i) cc li lch l tnh sn phm ca mnh nhng ch cho thng ip gn kt yu thng.Tuy nhin, Gu chn cch chuyn ti thng ip hi b qa trong vic khi dy lng trc n v thng ip t thin l kh nhy cm khi th hin trong mt qung co thng mi v d gy ra cm gic kh chu cho ngi tip nhn thng tin. Cc hot ng ti tr Bn cnh vic ch trng hot ng sn xut kinh doanh, cng ty vn khng ngng ch trng qung b tn tui ca mnh trn th trng. Trong hot ng ni bt nht l Gn kt yu thng, t thng ip cao p qua qung co, cng ty ku gi vn ng v kt hp s chung tay, chung tm, chung sc ca tt c cc tng lp x hi nhm mc ch nhn o l h tr cu cha cc tr em b bnh him ngho, c hon cnh gia nh kh khn khng c iu kin cha tr. Chng II: KT QU NGHIN CU 1. Xy dng s nhn thc (Perpectual Map): 1.1. S dng SPSS lp s vi k thut MDS:

1.2.

S nhn thc c x l( s th)

1.3.

S hon thin:

1.4.

Nhn xt v s nhn thc

Nhn vo s nhn thc khch hng nh gi cht lng sn phm ca gu l kh tt. Vi 2 tiu ch hng v thm ngon v nguyn liu chnh s dng c nh gi l vt tri hn so vi cc sn phm ca kokomi v tin vua.

Tuy nhin vi tiu ch khu v ph hp khch hng cm nhn Gu c phn km hn so vi Tin vua v kokomi. i vi tiu ch qung co th Ho ho l i th cnh tranh rt mnh so vi Gu , ngi tiu dng cm nhn qung cao ca ho ho vt tri hn so vi qung co ca gu .

Ngi tiu dng vn cha cm nhn s a dng ca m n lin gu trong khi sn phm ca gu rt a dng. nh m b bt tt, tm chua cay, tm v g, b rau thm

V khuyn mi th gu vn cn hn ch cha ch trng nhiu m ch tp trung vo cc chin lc PR.

V tiu ch gi c hp l thi gu vn cha c ngi tiu dng cm nhn l mc gi ph hp vi sn phm. 2. Thng k mc s dng Gu T l sinh vin s dng m n lin Gu

Biu 1: Thng k s ngi s dng m n lin gu (Ngun: Kt qu x l d liu bng phn mm SPSS) Nhn xt:

Theo s liu kt qu iu tra, trong tng s 113 sinh vin c hi, c 101 sinh vin chim t l 89% s dng m n lin Gu v 12 sinh vin chim 11% cha s dng m n lin Gu . Qua , c th thy c Gu nh v kh tt sinh vin. y l iu c th hiu c v sn phm ca m Gu l sn phm tm trung vi gi c hp l nn c kh nhiu sinh vin chn mua. Bng 1. Sn phm ca Gu c sinh vin chn mua (n v tnh: Ngi) Sn phm M b bt tt M b rau thm M tm chua cay M sa t hnh M g si ph M tm v g M khc S lng Phn trm (%) 21% 23% 25% 16% 7% 7% 1% (ngi) 46 50 54 35 14 14 2

(Ngun: Kt qu x l d liu bng phn mm SPSS)

Biu 2: Thng k v cc chng loi m c s dng

(Ngun: Kt qu x l d liu bng phn mm SPSS)

Nhn xt: Nhn chung, sn phm ca m Gu u c sinh vin chn mua. Qua kt qu iu tra, sn phm m tm chua cay c s lng sinh vin s dng nhiu nht, c 54 sinh vin chim 25%, tip n l m b rau thm c 50 sinh vin chim 23% . 46 sinh vin chim 21% s dng m b bt tt. C c kt qu ny cng d hiu v sn phm M Tm Chua Cay dnh cho nhng khch hng yu thch v chua cay tinh t, hp vi khu v ca ngi Hu thch n cay. M b rau thm v B bt tt hai loi sn phm ny c v b d n v tht b cng l thc phm yu thch ca nhiu sinh vin. M sa t hnh, M g si ph vM tm v g chim t l kh thp theo t l ln lt l 16% tng ng vi 35 sinh vin, 7% tng ng vi 14 sinh vin v 7 % tng ng vi 14 sinh vin. Qua , c th thy c, nhng loi sn phm c th t ph hp vi khu v ca sinh vin nn s lng sinh vin s dng n l kh t. Mt s rt t sinh vin chim t l 1% tng ng vi 2 sinh vin s dng sn phm khc ca Gu c th l: m chay rau nm. Nhng nh nghin cu th trng cn phi hiu c khu v ca sinh vin c th sn xut thm nhiu loi sn phm na p ng nhu cu sinh vin mt cch tt nht. Bng 2. Thng k v a im mua m n lin gu (n v tnh: Ngi) a im Quy bn nh, l Siu th Ch Tp ha Khc S (ngi) 65 47 34 53 3 lng Phn (%) 32% 23% 17% 26% 1% trm

(Ngun: Kt qu x l d liu bng phn mm SPSS)

Khc, 1%
Tp ha, 26%

Quy bn nh l, 32%

Ch, 17% Siu th, 23%

Biu 3: Thng k a im mua m n lin gu (Ngun: Kt qu x l d liu bng phn mm SPSS) Nhn xt: Qua kt qu iu tra, c 65 sinh vin tng ng vi 32% mua Quy bn nh, l, 53 sinh vin tng ng vi 26% chn mua tp ha. S sinh vin mua sn phm siu th c 47 ngi chim 23%, s cn li gm c 34 sinh vin chim 17% mua ch v 3 sinh vin chim 1% mua ni khc khng thuc nhng a im trn. T kt qu trn, c th gii thch c nh sau, m n lin l sn phm thit yu dng nh ai cng cn s dng n, nht l sinh vin v c th mua n bt c Quy bn nh, l v tp ha no c th: gn tr, gn nh, ngi quen bncho nn Quy bn nh, l, tp ha l ni d dng mua nht nn c sinh vin thng xuyn mua. Cn Siu th v ch sinh vin c th t chn v vic mua phc tp hn mua quy bn nh, l v tp ha. Nh vy, Gu cn bit r nhng a im mua ca sinh vin c th phn phi sn phm ca mnh mt cch hp l p ng nhu cu ca sinh vin ca mnh khi cn.

Bng 3. Knh truyn thng gip sinh vin bit n Gu (n v tnh: Ngi) Knh truyn thng Tivi Internet Bo ch Ngi thn Banner Khc S lng (ngi) 97 13 9 25 7 5 Phn trm (%) 62% 8% 6% 16% 5% 3%

(Ngun: Kt qu x l d liu bng phn mm SPSS)

3%

5% 16%
6% 8%

62%

Tivi

Internet

Bo ch

Ngi thn

Banner

Khc

Biu 4. Knh truyn thng gip sinh vin bit n Gu (Ngun: Kt qu x l d liu bng phn mm SPSS) Nhn xt: T s liu iu tra, a s sinh vin bit n Gu u qua Tivi chim 62% tng ng vi 97 sinh vin. iu ny cng d hiu, v qung co ca Gu mang thng ip Gn kt yu thng nh trng vo lng trc n ca khch hng . Bn cnh , qung co ca Gu khng i theo hng qung co nhn mnh s khc bit sn phm nh i th cnh tranh m i theo hng ngc li nn rt d thu ht s ch ca ngi xem. Do , t l sinh bit

n Gu thng qua tivi cng l mt iu hin nhin. Tip theo, c 25 sinh vin chim t l 16% bit n Gu nh s gii thiu ca ngi thn v bn b, y cng l mt tn hiu ng mng cho Gu v cng gip cho Gu tit kim c chi ph xy dng chin lc thu ht thm khch hng mi. C 8% tng ng vi 13 sinh vin bit n Gu qua internet, 6% tng ng vi 9 sinh vin bit n thng qua bo ch, mt s rt t sinh vin chim 5% tng ng vi 7 sinh vin bit n Gu thng qua Banner. Nh vy, cng ty mun gii thiu sn phm ca mnh n tay ngi tiu dng mt cch hiu qu v tit kim c chi ph th cng ty cn phi nm c nhng knh truyn thng no thu ht c s ch ca nhiu ngi nht pht trin n ln v ct b i nhng knh truyn thng khng c hiu qu. 3. nh gi mc cm nhn ca khch hng i vi knh phn phi v hot ng truyn thng ca Gu 3.1. Kim nh thang o khi nghin cu nh lng- tra h s Cronbachs alpha: 3.1.1. Khi nim v mc ch ca h s Cronbachs alpha: - H s cronbachs alpha l mt php kim nh thng k dng kim tra s cht ch v tng quan gia cc bin quan st. iu ny lin quan n hai kha cnh l tng quan gia bn thn cc bin v tng quan cc im s ca tng bin vi im s ton b cc bin ca mi ngi tr li. - Phng php ny cho php ngi phn tch loi b nhng bin khng ph hp v hn ch cc bin rc trong m hnh nghin cu v nu khng chng ta khng th bit chnh xc bin thin cng nh li ca cc bin. Theo , ch nhng bin c h s tng quan tng bin ph hp (Corrected Item-Total Correlation) ln hn 0.3 v c H s Alpha ln hn 0.6 mi c xem l chp nhn c. - H s cronbachs alpha > 0.8 thang o lng tt, nu 0.8 > H s cronbachs alpha > 0.7 th thang o s dng c, cn nu 0.7 > H s cronbachs alpha > 0.6 th thang o chp nhn nu ang o lng khi nim mi.

3.1.2. Kt qu kim nh thang o Bng 4: Reliability Statistics Cronbach's Alpha ,718 N of Items 3

Item-Total Statistics Scale Mean Scale if Deleted phn phi rng ri thng hiu ni ting, uy tn quan h cng chng tt 7,74 7,94 Item Variance Corrected if Item-Total Cronbach's Alpha if

Item Deleted Correlation 2,474 1,878 ,503 ,598

Item Deleted ,676 ,550

7,95

1,968

,528

,644

(Ngun: Kt qu x l d liu bng phn mm SPSS) Nhn xt: Ta thy khi kim nh s ph hp, tin cy ca thang o i vi 3 bin l phn phi rng ri, thng hiu ni ting, uy tn v quan h cng chng tt ca m n lin gu th c 3 bin quan st u c H s tng quan tng bin ph hp > 0.3 v h s Cronbach's Alpha = 0,718 > 0,7 chng t rng thang o ny s dng c phn tch nh lng.

3.2. Bng 5:

Thng k m t v nhn xt v cc tiu ch ca m n lin gu .

3.2.1. Nhn xt chung

Statistics thng hiu quan h phn phi rng ri N Valid 102 ni ting, uy cng chng tn 102 11 3,87 4 2 5 tt 102 11 3,86 3 2 5

Missing 11 Mean Mode Minimum Maximum 4,08 4 2 5

(Ngun: Kt qu x l d liu bng phn mm SPSS) Nhn xt: Da vo bng s liu trn ta thy, trong s 102 ngi hin ti ang s dng m n lin gu , khi c yu cu cho kin nh gi v ba tiu ch l: Sn phm m n lin gu phn phi rng ri, d tip cn; thng hiu m n lin gu l thng hiu ni ting, quen thuc; v cc hot ng x hi quan h cng chng ca gu l rt tt th nhn c kt qu: Cc tiu ch trn c nh gi theo thang o Likert t 1 cho n 5 tng ng vi t rt khng ng n rt ng . c ba tiu ch th gi tr ln nht m ngi c phng vn nh gi l mc 5 v gi tr nh nht l mc 2, iu ny c ngha l khng c ngi no nh gi rt khng ng vi cc kin nhm a ra vi cc tiu ch trn ca m gu . Qua s Mode trn bng s liu, ta c th thy rng mc c nhiu ngi nh gi nhiu nht cho tng tiu ch. V gi tr mode ca hai tiu ch l phn phi rng ri v thng hiu ni ting uy tn l 4, iu ny cho thy hu ht kin ng vi hai tiu ch ny m nhm a ra. Cn i vi kin hot ng quan h cng chng ca gu tt th thu c phn ln kin mc 3- trung lp.

3.2.2. i vi tiu ch phn phi rng ri Bng 6: Phn phi rng ri Cumulative Frequency Percent Valid Khng ng Trung lp ng Rt ng Total Missing 9 Total 4 11 60 27 102 11 113 3,5 9,7 53,1 23,9 90,3 9,7 100,0 Valid Percent Percent 3,9 10,8 58,8 26,5 100,0 3,9 14,7 73,5 100,0

(Ngun: Kt qu x l d liu bng phn mm SPSS)

58,8 60 50 40
30

26,5

20 10 0 khng ng 3,9

10,8

trung lp

ng

Rt ng

Biu 5: nh gi ca khch hng vi tiu ch phn phi ca m gu

Nhn xt: Da vo biu v bng tn s ta thy, trong s 102 ngi tr li cu hi cho kin nh gi v kin sn phm m n lin gu phn phi rng ri, d tip cn th c 4 ngi nh

gi l khng ng vi kin ny (chim 3.9 %), 60 ngi nh gi ng (chim 58.8 %) v kin rt ng l 27 ngi (chim 26.5 %). iu ny cho thy a s khch hng nh gi tt i vi hot ng phn phi ca gu , h cho rng phn phi sn phm gu tt v ngi tiu dng d dng tip cn v mua c sn phm d dng. 3.2.3. i vi tiu ch thng hiu ni ting, uy tn. Bng 7 Thng hiu ni ting, uy tn Cumulative Frequency Percent Valid Khng ng Trung lp ng Rt ng Total Missing 9 Total 7 27 40 28 102 11 113 6,2 23,9 35,4 24,8 90,3 9,7 100,0 Valid Percent Percent 6,9 26,5 39,2 27,5 100,0 6,9 33,3 72,5 100,0

(Ngun: Kt qu x l d liu bng phn mm SPSS)

39,2 40 35 30 25 20 15 10 5 0 khng ng trung lp ng Rt ng 6,9 26,5 27,5

Biu 6:nh gi ca khch hng vi tiu ch thng hiu ca m gu

 Nhn xt: Da vo biu v bng tn s ta thy, trong s 102 ngi tr li cu hi cho kin nh gi v kin thng hiu m n lin gu ni ting v uy tn, quen thuc th c 7 ngi nh gi l khng ng vi kin ny (chim 6.9 %), 40 ngi nh gi ng (chim 39.2 %) v kin rt ng l 28 ngi (chim 27.5 %). iu ny cho thy a s khch hng nh gi tt i vi thng hiu m n lin gu , thng hiu m gu phn no i vo tm tr khch hng, tr nn quen thuc v l thng hiu uy tn. Do vy gu cn duy tr v pht trin hn na kin nh gi tt ny t pha khch hng. 3.2.4. i vi tiu ch quan h cng chng ca gu . Bng 8 Quan h cng chng tt Cumulative Frequency Percent Valid Khng ng Trung lp ng Rt ng Total Missing 9 Total 3 41 25 33 102 11 113 2,7 36,3 22,1 29,2 90,3 9,7 100,0 Valid Percent Percent 2,9 40,2 24,5 32,4 100,0 2,9 43,1 67,6 100,0

(Ngun: Kt qu x l d liu bng phn mm SPSS)

45 40 35 30 25 20 15 10 5 0 2,9 khng ng

40,2 32,4 24,5

trung lp

ng

Rt ng

Biu 7: nh gi ca khch hng vi tiu ch quan h cng chng ca m gu

Nhn xt: Ta thy trong s 102 ngi tr li cu hi cho kin nh gi v hot ng x hi v quan h cng chng ca gu th c 3 ngi nh gi l khng ng vi kin ny (chim 2.9 %), 41 ngi cho kin trung lp (chim 40.2 %), 25 ngi nh gi ng (chim 24.5 %) v kin rt ng l 33 ngi (chim 32.4 %). tiu ch ny t l ngi nh gi rt ng c tng ln so vi hai tiu ch trc nhng t l ngi cho kin trung lp chim t l cao nht so vi cc kin cn li. iu ny cho thy hot ng x hi v quan h cng chng ca gu c mt b phn khch hng bit n v nh gi cao, tuy nhin bn cnh s lng ngi khng bit r v tiu ch ny cng kh ln. Do doanh nghip cn c nhng bin php thch hp nhng hot ng x hi ca mnh c nhiu ngi bit n hn. Bn cnh gi gn nhng th mnh c, c khch hng nh gia cao v tng cng khc phc khuyt im tng thm sc mnh cho thng hiu mnh.

PHN III: KT LUN V KIN NGH 1. Kt lun Nhng thnh cng v hn ch ca chin lc marketing mix ca Gu Nhng thnh cng Qua kt qu iu tra v nhng chin lc marketing m cng ty a ra nhm nhn thy rng: Sn phm Chin lc sn phm c coi l nn tng, l xng sng quyt nh trc tip n hiu qu v uy tn ca cng ty, doanh nghip. Mu m, bao b Ngy nay, xu hng tiu dng ca khch hng lun ch trng n mu m, bao b. Trc thc trng nh vy, tt c cc doanh nghip, cc cng ty u chp nhn b ra chi ph ra sc i mi v ci tin chng. Mc d sau nhng chin dch ny, h c th mt li th v gi bn, nhng b li, doanh thu tng mnh hn v ngi tiu dng nh n thng hiu nhiu hn. Mu m, bao b ca Gu lun thay i ph hp vi th hiu ngi tiu dng, hnh nh ch gu ng yu vi n ci thn thit lun l hnh nh thn quen trn tt c cc sn phm ca Gu khng h thay i, y l mt cch ghi du n, khch hng s nh n thng hiu nhiu hn. Cht lng sn phm Tri qua nhiu nm lin tc pht trin, thng hiu Gu thc s tr thnh ci tn quen thuc i vi ngi dng Vit Nam. Cht lng Gu lun c bnh chn l sn phm c cht lng cao. in hnh: T nm 2001-2010: Sn phm m n lin Gu c bnh chn lin tc 10 nm lin danh hiu Hng Vit Nam Cht Lng Cao. Nm 2010: Sn phm m n lin Gu c bnh chn l Sn phm Vit Nam tt nht do bo Si Gn Tip Th t chc. a dng chng loi sn phm

Cc sn phm ca Gu ht sc a dng v ph hp vi nhiu khu v ca ngi tiu dng. Vi cc nhn hiu sn phm chuyn v cho n lin, m gi, ph n lin... th trng ca m Gu ang ngy cng m rng v cnh tranh hn vi cc tn tui ln khc nh Vina Acecook, Vifon.... Gu c cc sn phm m gi ni ting nh:M Gu chay rau nm ,M g si ph, M gu yu, M tm g hng v sa t hnh, M tm chua cay m , M tm chua ncay thanh khit, M sa t hnh.Cho Gu B yu thch M an tm, Cho Shang Ha,Cho Hello, Cho Gu , Ph Gu . to cho ngi tiu dng c nhiu la chn ng thi cng cnh tranh vi nhng sn phm m khc trn th trng nh Ho Ho, Tin Vua, Omachi, Kokomi Gi c a s cc loi m Gu u c gi t 3000 4000 ng, hin nay Asia Food ang ng sau i gia Acecook v vy chin lc nh gi thp nhm thm nhp su vo trong th trng cnh tranh trc tip vi i th cnh tranh . Vi mc tiu dn u th phn v vy m chin lc v gi c ca cng ty l rt quan trng , vi mc gi hin nay th cc sn phm mang thng hiu Gu rt ph hp vi ngi tiu dng tuy nhin vi s cnh tranh ca i th dn u l Acecook th Asia Food cn phi c gng rt nhiu trong hot ng marketing ng thi khng ngng ci tin sn phm mi t c hiu qu cao trong di hn. Phn phi Cng ty Asia Food s dng canh phn phi rng ri :cng ty , i l, nh bn bun , nh bn l nh m sn phm ca cng ty c phn phi mt cch d dng v thun tin cho ngi mua. Qua kt qu iu tra th khch hng mua sn phm ca cng ty tp trung ch yu cc quy bn tp ha, nh lv trn 50% khch hng ng sn phm Gu phn phi rng ri, d mua, d tip cn iu ny cho thy nhng chin lc v phn phi ban u m cng ty a ra l rt ng n do cng ty cn duy tr nhng knh phn phi tt ny ng thi cng ty cung cn c nhng chnh sch khuyn mi hp dn vi cc nh bn bun, bn l, h tr v mi mt trong vic phn phi sn phm iu ny s gip cng ty c mi quan h tt

p lm n lu di hn vi cc ch knh phn phi bi y l nhng ngi tip xc trc tip vi ngi tiu dng. Xc tin hn hp Cng ty y mnh quan h vi quan h cng chng vi khch hng , ng thi y mnh hot ng qung co, tuyn truyn nhm y mnh hot ng xc tin bn hng. Bn cnh cng ty cn a ra cc khu hiu nhm tng tnh cm thn thin vi khch hng nh: Gu gn kt yu thng , ngoi ra cn c nhiu chng trnh t thin gip ngi ngo , ngi tn tt .Cng ty cng tiu tn mt khon khng nh cho hot dng qung co trn cc phng tin i chng c bit trn truyn hnh, bo tp ch v internet. Nhng hn ch m cng ty gp phi Mc d c ngi tiu dng nhn nh l thng hiu c uy tn tt tuy nhin: Qua s nhn thc v tiu ch khu v ph hp sn phm Gu vn cha tht s c ngi tiu dng ng so vi cc sn phm Tin vua v Kokomi. Bn cnh Ngi tiu dng vn cha cm nhn s a dng ca m n lin gu trong khi trn thc t sn phm m cng ty a ra rt a dng nh m b bt tt, tm chua cay, tm v g, b rau thmiu ny cho thy d l knh phn phi rng nhng vic a ra hng lot sn phm a dng vn cha tht s ti tay ngi tiu dng tuy nhin cng c th do cc yu t ch quan ca knh phn phi khi m khch hng ch thch mt hoc hai loi sn phm ca gu . Cc hot ng khuyn mi vn cha c ch trng, ch yu tp trung vo cc hot ng truyn thng qu nhiu. iu ny c th lm cho lng khch hng mua Gu gim xung khi m vi tm l ca bt k khch hng no nu mua sn phm m c khuyn mi thm khch hng d chuyn sang la chn sn phm c khuyn mi nhiu hn. 2. Kin ngh i vi ti nghin cu + Tip tc m rng phm vi nghin cu trn quy m ln hn, c bit l cc i tng kho st cn phi a dng t c kt qu c tin cy cao.

+ Tip tc m rng v chi tit ho cc tiu ch iu tra, kho st thm nhiu tnh cht, yu t c nh hng n sn phm v hnh vi khch hng xc nh r cc phn on th trng nhm a ra cc nhn nh v chin lc ph hp cng nh cc bin php khc phc.

i vi cng ty sn xut sn phm m n lin gu

Gii php xut trong cc chin lc marketing mix ca cng ty

Sn phm
Pht huy li th cc li th ca mnh nh v hng v thm ngon, bn cnh ch trng vo

khu v sn phm cho ph hp vi ngi tiu dng. S a dng v sn phm l rt quan trng, n to cho ngi tiu dng c nhiu s la chn hn tuy nhin cng ty cn c cc cuc nghin cu th trng nm r c nhu cu cng nh cc s thch ca ngi tiu dng, bit h mun g cn g t c th p ng c tt nhng mong mun to ra c gi tr cho doanh nghip. Ngy nay khi iu kin mc sng ngy cng c nng cao th nhng nhu cu cho bn thn cng ln, vi ngi tiu dng sn phm phi t cht lng tt, cht lng tt y khng phi ch l hng v thm ngon, khu v ph hp m n cn phi m bo an ton v sinh, m bo sc khe cho mi ngi khi s dng. Do cng ty cn c nhng chin lc mi nh xy dng cc chng trnh sn phm m bo cht lng, cc trung tm nghin cu sn phm to uy tn ln trn th trng v nim tin cho ngi s dng. Gi c Vi chin lc pht trin bn vng cng ty cn a ra nhng chin lc gi ph hp. Gi nguyn mc gi hin ti hoc to ra li th khc bit c th nh gi cao hn. Hy to cho mnh s khc bit ( nh sn phm, mu m bao b) cng ty s tm ra v tr ng vng mnh trn th trng. Phn phi Knh phn phi m cng ty a ra rt ph hp, d ch c mt i l cp 1 nhng vic phn phi sn phm n tay ngi tiu dung vi mng li phn phi dy c t hiu qu cao. Tuy nhin cng ty nn ch trng nhiu n nh bn bun v bn l v y l nhng ngi tip

sc trc tip vi ngi tiu dng, v vy cn a ra nhiu c ch ti chnh gip cc thnh vin trong knh phn phi ca mnh bng cc hnh thc a hng v cc c s i l , h tr v chi ph , c nhiu chng trnh khuyn mi .ng th cng ty cn y mnh phn phi a sn phm thm nhp vo th trng nh nng thn , vng su nhm y mnh doanh s bn v t c hiu qu kinh doanh.

Xc tin hn hp

Mc d ng sau thng hiu m n lin Ho Ho v qung co nhng thng qua s nhn thc dng nh khch hng nh gi kh tt v cch qung b truyn thng ca Gu , khng rm r vi cc chng trnh khuyn mi gy sc nh Ho Ho, Gu i ngc li hon ton so vi i th. Cc chng trnh Gu gn kt yu thng, ng h gip khuyn gp cho tr em c hon cnh kh khn mc bnh him ngho lm thng hiu Gu c ngi tiu dung bit n v ng h nhiu hn trong thi gian gn y. y cng l mt cch marketing c hiu ng lan ta tt gip cho doanh s ca Gu tng ln hn 30% ch trong mt thi gian ngn. Cng ty cn pht huy tt cc th mnh ny bn cnh cng cn tp trung vo cc chng trnh khuyn mi khng nn qu u t su vo mt cng vic. xut chin lc lu di T nhng kt qu thu c trong qu trnh nghin cu v pht trin chin lc marketing mix cho sn phm m n lin gu thng qua s nhn thc, chng ti nhn thy rng tng cng s cm nhn, nh gi tt ca khch hng cng nh gip sn phm m n lin gu chim th phn ln hn th cn phi c cc gii php sau: Th nht: Gu phi xc nh mt cch r rng v khch hng ca mnh- h l nhng ai, iu g s thu ht v hp dn h? - s lng ngi s nm trong nhm ny? - s thch tiu dng ca h th no? - h i mua hng lc no v u? Nghin cu bn ngoi s gip gu hiu r hn khch hng ca mnh: H l ai? H mong mun iu g? Mc trung thnh vi thng hiu?... N cn gip gu nh gi c mc tng quan ca thng hiu so vi i th cnh tranh v xu hng pht trin ca th trng. Th hai: Tip tc pht huy cc th mnh vn c nm chc th phn truyn thng nh nng cao cht lng sn phm c bit l i vi cc tiu ch c xem l th mnh. Ngoi ra cn ch trng n cc tiu ch khc nhm tho mn tt hn i vi nhu cu, tm l khch hng li n tng tt trong tm tr khch hng.

Th ba: Ch trng quan tm i vi cc yu t khin khch hng khng bit n v cm nhn tt v cc hot ng m doanh nghip lm nh s a dng ca m n lin gu trong khi trn thc t sn phm m cng ty a ra rt a dng nh m b bt tt, tm chua cay, tm v g, b rau thmiu ny cho thy d l knh phn phi rng nhng vic a ra hng lot sn phm a dng vn cha tht s ti tay ngi tiu dng. Do cng ty cn lu nhm nh bt cc i th cnh tranh, ginh v chim ly cc th phn mi. Th t: Tng cng chin lc marketing sn phm nh cc chng trnh khuyn mi v tip th, quan tm n vi vn gi c ph hp vi thu nhp ca khch hng, to ra nhiu loi sn phm a dng v nhiu mt ph hp cho cc i tng khc nhau. Th nm: u t cng ngh, tm ra cc hng i mi, i trc mt bc so vi cc i th cnh tranh. Nghin cu m rng th trng, ch n cc chin lc pht trin bn vng, nghin cu cc gii php cng ngh tit kim chi ph sn xut, gp phn h gi thnh sn phm.

PHN IV: TI LIU THAM KHO 1. Hong Trng v Chu Nguyn Mng Ngc (2009), Phn tch d liu nghin cu vi SPSS Tp 1, nh xut bn Hng c. 2. GS, TS. Trn Minh o ( 2009 ), Gio trnh marketing cn bn, nh xut bn i Hc Kinh T Quc Dn.