n mn hc

Chin lc Marketing

LI M U

Trong nn kinh t th trng, marketing l mt hot ng rt quan trng c tnh

cht quyt nh ti vic tiu th sn phm ca doanh nghip, n m bo li nhun c
th c ca doanh nghip khi tham gia vo qu trnh kinh doanh trn th trng, l cu
ni gia sn xut v tiu dng, to ra nhng c hi tt nht tiu th c tt nht
sn phm ca doanh nghip.
Ngy nay ngi ta thng v th trng nh mt ming bnh, ming bnh ngon
th tt s nhiu ngi s nhy vo khai thc. Trong nhng nm gn y, th trng
nc ung v nc gii kht ti Vit Nam pht trin rt si ng, trong phn khc
tr xanh ng chai c nhng bc tin m khng mt loi nc gii kht no c th
lm c. y cng l tin cho s ra i ca hng lot nhn hng khc nhau khi th
trng pht trin, nhng liu ming bnh c cho tt c?
Nhn thc c vn trn nhm chng ti quyt nh chn ti Hon
thin chin lc Marketing cho sn phm tr xanh O ca Cng ty TNHH TM-DV
Tn Hip Pht. Ni dung ti bao gm ba phn:
-

Phn 1: C s l lun v chin lc Marketing.

Phn 2: Thc trng v chin lc Marketing ca Cng ty TNHH TM-DV Tn

Hip Pht.
-

Phn 3: Hon thin chin lc Marketing cho sn phm Tr xanh O ti Cng

ty TNHH TM-DV Tn Hip Pht.

Vi trnh v kin thc c hn nn chc chn ti ny khng th trnh khi
nhng thiu st, rt mong nhn c s gp t thy c v cc bn. Cui cng, nhm
chng ti xin chn thnh cm n s gip v ch bo tn tnh ca Gio vin Phan
Hng Tun hng dn, gip chng ti hon thnh ti ny.
Xin chn thnh cm n!

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MC LC
LI M U...............................................................................................................i
MC LC.................................................................................................................... ii
PHN 1: C S L LUN V CHIN LC MARKETING.............................1
1.1. C s l lun v chin lc Marketing...............................................................1
1.1.1. Khi nim v chin lc...........................................................................1
1.1.2. Khi nim v chin lc Marketing.........................................................1
1.1.3. Bn cht ca chin lc Marketing.........................................................1
1.1.3.1.

Cn c vo khch hng......................................................................1

1.1.3.2.

Cn c vo kh nng ca doanh nghip.............................................1

1.1.3.3.

Cn c vo i th cnh tranh............................................................1

1.1.4. Vai tr ca chin lc Marketing............................................................1

1.1.5. Mi trng nh hng.............................................................................2
1.1.5.1.

Mi trng Vi m................................................................................2

1.1.5.2.

Mi trng V m...............................................................................3

1.2. Phng php xy dng chin lc Marketing..................................................4

1.2.1. Phng php xy dng............................................................................4
1.2.1.1.

Ma trn SWOT....................................................................................4

1.2.1.2.

M hnh 5 p lc cnh tranh...............................................................5

1.2.2. Tin trnh hoch nh chin lc Marketing..........................................7

PHN 2: THC TRNG V CHIN LC MARKETING CA CNG TY
TNHH TM-DV TN HIP PHT............................................................................13
2.1. Gii thiu chung v cng ty...............................................................................13
2.1.1. Qu trnh hnh thnh.............................................................................13
2.1.2. S mnh, tm nhn, mc tiu ca cng ty.............................................13
2.1.3. C cu t chc ca cng ty....................................................................14
2.1.4. Qu trnh pht trin................................................................................14
2.1.4.1.

Qu trnh pht trin nh my............................................................14

2.1.4.2.

Qu trnh pht trin sn phm..........................................................14

2.1.5. Cc sn phm ca cng ty......................................................................15

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2.1.6. Thnh tu t c................................................................................16

2.1.7. Gii thiu v sn phm tr xanh khng ............................................17
2.1.8. Chin lc kinh doanh ca cng ty trong thi gian qua.......................18
2.2. nh gi thc trng ca cng ty trong thi gian qua.....................................19
2.2.1. Tnh hnh ti chnh ca cng ty trong thi gian qua............................19
2.2.2. Phn tch chin lc Marketing cng ty ang p dng........................21
2.2.2.1.

Chin lc sn phm........................................................................21

2.2.2.2.

Chin lc gi..................................................................................21

2.2.2.3.

Chin lc phn phi........................................................................22

2.2.2.4.

Chin lc truyn thng...................................................................23

2.3. nh gi mi trng bn trong, bn ngoi......................................................25

2.3.1. Phn tch m hnh 5 p lc....................................................................25
2.3.1.1.

Nh cung cp....................................................................................25

2.3.1.2.

Khch hng.......................................................................................26

2.3.1.3.

i th cnh tranh............................................................................27

2.3.1.4.

Sn phm thay th.............................................................................28

2.3.2. Phn tch m hnh SWOT......................................................................28

2.4. nh gi u, nhc im ca CL Marketing m cng ty ang s dng.......31
2.4.1. u im..................................................................................................31
2.4.2. Nhc im............................................................................................32
PHN 3: HON THIN CHIN LC MARKETING CHO SN PHM TR
XANH O0 CA CNG TY TN HIP PHT........................................................33
3.1. Cc bin php hon thin chin lc Marketing............................................33
3.1.1. Chin lc sn phm..............................................................................33
3.1.2. Chin lc gi........................................................................................34
3.1.3. Chin lc phn phi.............................................................................36
3.1.4. Chin lc truyn thng........................................................................36
3.2. Trin khai v theo di........................................................................................37
KT LUN................................................................................................................38
TI LIU THAM KHO.........................................................................................39

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DANH SCH BNG BIU

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PHN 1: C S L LUN V CHIN LC MARKETING

1.1.

C s l lun v chin lc Marketing

1.1.1. Khi nim v chin lc

Theo Alfred: Chin lc bao hm vic xc nh cc mc tiu c bn, di hn
ng thi la chn cch thc hnh ng thc hin mc tiu la chn.
Theo William J. Glueck: Chin lc l mt k hoch mang tnh thng nht, ton
din c thit k m bo rng cc mc tiu c bn ca doanh nghip s c
thc hin.
Nh vy, Chin lc l mt chng trnh hnh ng tng qut nhm hng ti
nhng mc tiu c bn trong tng lai ca mt t chc nht nh.
1.1.2. Khi nim v chin lc Marketing
Chin lc Marketing l cch thc m doanh nghip thc hin t c mc
tiu marketing v thng lin quan n 4P.
Chin lc Marketing gii quyt nhng vn sau:
-

Th trng cnh tranh l g.

Khch hng l ai.

Khch hng l g.

Cc chnh sch Marketing nh th no.

1.1.3. Bn cht ca chin lc Marketing

1.1.3.1. Cn c vo khch hng
Khch hng l c s ca mi chin lc. chin lc Marketing thc s da
vo khch hng, khi xy dng chin lc th doanh nghip phi phn on th trng:
theo mc ch s dng v theo kh nng p ng th trng.
1.1.3.2. Cn c vo kh nng ca doanh nghip
Khai thc ti a cc li th ca doanh nghip mnh to s khc bit.
1.1.3.3. Cn c vo i th cnh tranh
Cnh tranh li th ca mnh so vi i th cnh tranh v tp trung cho cc phn
on mnh cho l tt nht.
1.1.4. Vai tr ca chin lc Marketing

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Chin lc Marketing v Marketing hn hp l hot ng ht sc quan trng

trong hot ng kinh doanh ca doanh nghip c bit l doanh nghip thng mi,
chin lc Marketing gip doanh nghip tm kim nhng thng tin hu ch v th
trng, c iu kin m rng th trng v tng quy m kinh doanh.
Cc cng c Marketing gip doanh nghip chim lnh th trng tng th phn,
y nhanh tc tiu th bng cch nng cao kh nng cnh tranh v lm tho mn
nhu cu khch hng.
Hoch nh chin lc Marketing gip doanh nghip nm vng c hi, nguy
c, hiu r im mnh, im yu ca mnh trn c s c kh nng i ph vi
nhng bin ng ca th trng v c c chin lc thch hp.
1.1.5. Mi trng nh hng
1.1.5.1. Mi trng Vi m
Nh cung ng:
-

Cung ng yu t u vo

Ngi cung cp ti chnh v lao ng

Khch hng:
-

Ngi tiu dng

Nh sn xut

Ngi bn bun trung gian

C quan Nh nc

Quc t

i th cnh tranh:
-

Cn c vo mc thay th ca sn phm, c 4 loi i th cnh tranh:

i th cnh tranh v nhn hiu: l nhng doanh nghip cng bn cc sn phm

hoc dch v cho mt s khch hng vi gi tng t.
i th cnh tranh cng ngnh: tt c cc doanh nghip sn xut nc gii kht
u l i th cnh tranh.
i th cnh tranh v cng dng: tt c cc doanh nghip cung ng cng dch
v.
i th cnh tranh chung: khi cc doanh nghip cng cnh tranh kim tin
ca cng mt khch hng.
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Xc nh mc tiu ca i th cnh tranh.

i th ang nh tm kim g trong th trng: th phn, li nhun, v tr dn

u, mc tng trng
iu g chi phi hnh vi ca mi i th.
-

nh gi im mnh, im yu ca i th

Mc tiu th
Th phn
u t mi
-

nh hng theo khch hng v i th cnh tranh

Tp trung vo i th cnh tranh: da vo nhng phn ng ca i th cnh

tranh hnh ng theo.

-

Tp trung vo khch hng: ly khch hng lm trung tm

Cc trung gian Marketing

-

Cc trung gian phn phi sn phm: nh bun, i l, mi gii.

C s h tr hot ng phn phi: h thng kho bi v bo qun, cc c s vn

chuyn
-

T chc dch v marketing: cng ty qung co, cc hng truyn thng, cc

doanh nghip t vn v marketing

-

Cc trung gian ti chnh: ngn hng, bo him

Cng chng : l mt nhm ngi c lin quan thc s hay tim tng, hoc c
tc ng n kh nng t ti mc tiu ca t chc y:
-

Cng chng ti chnh

Cng lun

Cng chng chnh quyn

Gii hot ng x hi

Cng chng a phng

Cng chng tng qut

Cng chng ni b

1.1.5.2. Mi trng V m

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- Mi trng kinh t: mi trng kinh t bao gm nhng yu t tc ng n kh

nng chi tiu ca khch hng nh: phn phi thu nhp v tit kim, n, kh nng vay
tin. Vic hiu th trng khng ch bit r v mong mun ca con ngi m cn phi
nm c kh nng chi tiu ca h. Kh nng chi tiu ny ngoi ph thuc vo nhu
cu v gi c, cn ph thuc rt nhiu vo vo tnh hnh kinh t, mc thu nhp ca
ngi dn, nhu cu tit kim v cc iu kin ti chnh tn dng. Do , cc nh
marketing phi nhn bit c cc xu hng chnh v thu nhp trong dn chng v
nhng thay i v chi tiu ca cc nhm dn chng khc bit.
- Mi trng chnh tr - php lut: hin nay c kh nhiu o lut iu chnh hot
ng kinh doanh v nhim v ca cc nh lm marketer phi nm vng nhng o lut
bo v cnh tranh, ngi tiu dng v x hi.
+ Cc th ch, nh hng chnh tr
+ H thng php lut hin hnh
+ nh hng chung ca nn kinh t
+ Vai tr ca chnh ph i vi nn kinh t
- Mi trng vn ha x hi: X hi m con ngi c ln ln trong nh
hnh nim tin c bn, gi tr v cc chun mc ca h. Cc yu t cu thnh nn mi
trng vn ha nh: vn ha, dn s, ngh nghip, tm l dn tc, phong cch v li
sng, hn nhn v gia nh.
- Mi trng cng ngh:
S tng tc thay i cng ngh
Nhng c hi i mi v hn
Thay i ngn sch nghin cu v pht trin
Quy nh v thay i cng ngh ngy cng cht ch.
- Mi trng t nhin: a ra nhng chnh sch qun l cht ch nhm bo v cc
ngun ti nguyn v mi trng, th hin:
+ Tng mc u t cho thm d v y mnh cc hot ng nghin cu v pht
trin.
+ Tng cng s dng li cc ngun cht thi.
+ Tch cc tm kim v s dng cc ngun nng lng, nguyn liu thay th.
+ Thit k li sn phm.
1.2.

Phng php xy dng chin lc Marketing

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1.2.1. Phng php xy dng

1.2.1.1. Ma trn SWOT
S dng ma trn SWOT xem xt nhng yu t no ca mi trng bn trong v bn
ngoi c th gip t chc hon thnh mc tiu? Nhng yu t no to ra kh khn?
Nhng c hi no c th c? t da vo ma trn SWOT ta c th phn tch v
a ra cc hng chin lc cho cng ty.

1.2.1.2. M hnh 5 p lc cnh tranh

Sc mnh nh cung cp th hin cc
c im sau:
-

Mc tp trung ca cc nh cung cp.

Tm quan trng ca s lng sn phm

i vi nh cung cp.

S khc bit ca cc nh cung cp.

nh hng ca cc yu t u vo i
vi chi ph hoc s khc bit ha sn
phm.

Chi ph chuyn i ca cc doanh nghip trong ngnh.

S tn ti ca cc nh cung cp thay th.

Nguy c tng cng s hp nht ca cc nh cung cp.

Chi ph cung ng so vi tng li tc ca ngnh.

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Nguy c thay th th hin :

-

Cc chi ph chuyn i trong s dng sn phm.

Xu hng s dng hng thay th ca khch hng.

Tng quan gia gi c v cht lng ca cc mt hng thay th.

Cc ro cn gia nhp th hin :

-

Cc li th chi ph tuyt i.

S hiu bit v chu k dao ng th trng.

Kh nng tip cn cc yu t u vo.

Chnh sch ca chnh ph.

Tnh kinh t theo quy m.

Cc yu cu v vn.

Tnh c trng ca nhn hiu hng ha.

Cc chi ph chuyn i ngnh kinh doanh.

Kh nng tip cn vi knh phn phi.

Kh nng b tr a.

Cc sn phm c quyn.

Sc mnh khch hng th hin :

-

V th mc c.

S lng ngi mua.

Thng tin m ngi mua c c.

Tnh c trng ca nhn hiu hng ha.

Tnh nhy cm i vi gi.

S khc bit ha sn phm.

Mc tp trung ca khch hng trong ngnh.

Mc sn c ca hng ha thay th.

ng c ca khch hng.

Mc cnh tranh th hin :

-

Cc ro cn nu mun thot ra khi ngnh.

Mc tp trung ca ngnh.

Chi ph c nh/gi tr gia tng

Tnh trng tng trng ca ngnh.

Tnh trng d tha cng sut.

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Khc bit gia cc sn phm.

Cc chi ph chuyn i.

Tnh c trng ca nhn hiu hng ha.

Tnh a dng ca cc i th cnh tranh.

1.2.2. Tin trnh hoch nh chin lc Marketing

Bc 1: Xc nh tm nhn, s mnh v mc tiu

- S mnh: l bng cam kt nhng gi tr m doanh nghip c th cung ng cho
khch hng, i th cnh tranh, nh cung ng trong tng lai.
- Tm nhn (vin cnh): l hng i, l bc tranh ln m t v nhng gic m m
doanh nghip hng p , nim hy vng v trch nhim c th t c trong tng lai.
- Mc tiu: l nhng iu m t chc cam kt t c:
+ Mc tiu nh lng.
+ Mc tiu nh tnh.
Bc 2: Phn tch tnh hnh hin ti ca t chc
Cc im mnh (S): Nhng im t chc lm tt hoc nhng c tnh gip tng
cng tnh cnh tranh: mt k nng hoc chuyn mn quan trng, ti sn gi tr hu
hnh, ti nng gi tr, thnh tch hoc gii thng to thnh tch trn th trng.
-

Li th ca mnh l g?

Cng vic no mnh lm tt nht?

u th m ngi khc thy c mnh l g?

Phi xem xt vn t trn phng din bn thn v ca ngi khc.

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Cc im yu (W): l nhng vn m t chc cn phi khc phc: thiu vn tr

tu, thiu k nng hoc thiu chuyn mn quan trng cnh tranh. Thiu ti sn v
hnh, ti sn t chc, hoc ti sn hu hnh cn cnh tranh. Thiu kh nng trong
mt s lnh vc quan trng (chi ph cao hn i th, thiu vn,)
-

C th ci thin iu g?

Cng vic no mnh lm ti nht?

Cn trnh lm g?

Phi xem xt vn trn c s bn trong v c bn ngoi. Ngi khc c th

nhn thy yu im m bn thn mnh khng thy. V sao i th cnh tranh c th lm

tt hn mnh?
-

Lc ny phi nhn nh mt cch thc t v i mt vi s tht.

Ba tiu chun:
-

Kh nng c th to ra thm tim nng m rng th phn.

Kh nng em li nhiu li ch hn cho khch hng.

Kh nng to ra nhng sn phm m cc i th cnh tranh khng th sao chp

c.
Bc 3: Phn tch bi cnh hot ng ca t chc
C hi (O)
-

C hi tt ang u?

Xu hng ng quan tm no mnh bit?

C hi c th xut pht t s thay i cng ngh v th trng d l quc t hay

phm vi hp, t s thay i trong chnh sch ca nh nc c lin quan ti lnh vc

hot ng ca cng ty, t s thay i khun mu x hi, cu trc dn s hay cu trc
thi trang t cc s kin xy ra trong khu vc.
-

Phng thc tm kim hu ch nht l r sot li cc u th ca mnh v t t

cu hi liu cc u th y c m ra c hi mi no khng. Cng c th lm ngc li,

r sot cc yu im ca mnh v t t cu hi liu c c hi no xut hin nu loi
b c chng.
e da (T)
-

Nhng tr ngi ang gp phi?

Cc i th cnh tranh ang lm g?

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Chin lc Marketing

Nhng i hi c th v cng vic, v sn phm hay dch v c thay i g

khng?
-

Thay i cng ngh c nguy c g vi cng ty hay khng?

C vn g v n qu hn hay dng tin?

Liu c yu im no ang e da cng ty?

Cc phn tch ny thng gip tm ra nhng vic cn phi lm v bin yu im

thnh trin vng.

Bc 4: nh dng cc chin lc kinh doanh
Trin khai cc chin lc pht trin:
a) Chin lc cp cng ty: tp trung vo ct li vo chin lc tng trng
Chin lc tng trng tp trung
-

Chin lc thm nhp th trng: gia tng th phn cho cc sn phm hoc dch

v hin c bng marketing, qung co, truyn thng

-

Chin lc pht trin th trng: thm nhp vo cc th trng mi vi cc sn

phm, dch v ca doanh nghip mnh.

-

Chin lc pht trin sn phm: pht trin, ci tin cc sn phm v dch v

hin ti trn cc th trng hin c ca mnh.

Chin lc tng trng hi nhp
-

Hi nhp thun chiu: thm nhp v thu ht nhng trung gian phn phi v tiu

th sn phm ca doanh nghip (cc i l bn s v l).

-

Hi nhp ngc chiu: cch thm nhp v thu ht nhng nh cung cp (ch

ng ngun nguyn liu).

-

Hi nhp ngang: lin kt v thu ht cc i th cnh tranh nhm phn chia th

phn v kim sot th trng. Gm c: hi nhp theo cng ngh hoc hi nhp theo th
trng.
Chin lc a dng ha
-

a dng ha ng tm: t sn phm ban u doanh nghip pht trin thm dy

sn phm xung quanh..

-

a dng ha hng ngang : doanh nghip s a ra sn phm mi ca lnh vc

hat ng mi. Nhng sn phm mi ny c th l c trn th trng nhng trc

y doanh nghip cha lm.

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Chin lc Marketing

a dng ha kt hp: i mi v m rng hng lot nhng sn phm, dch v

mi hon ton khc bit vi sn phm, dch v hin c.

b)

Chin lc cp SBU: duy tr dnh li th cnh tranh, xc nh cc lnh

vc chc nng v phn b cc ngun lc.

-

Chin lc dn o chi ph: dDoanh nghip cung cp sn phm vi chi ph thp

nht trong mi quan h vi cc i th cnh tranh.

-

Chin lc khc bit ha: to s khc bit t c li th cnh tranh.

Chin lc tp trung: hng vo phc v nhu cu ca nhm hay phn on

khch hng hn ch.

Bc 5: Hoch nh chin lc Marketing
Hin trng Marketing
-

Th trng: quy m, mc tng trng, cc phn on th trng, nhu cu

Sn phm: cht lng, mu m

Gi bn: cao hay thp, ph hp v cnh tranh vi i th khng?

Phn phi: h thng knh phn phi nh th no?

Truyn thng- c ng: hp l, hiu qu?

Mc tiu chin lc Marketing

-

Mc tiu ti chnh: t sut li nhun

Mc tiu marketing: th trng, th phn, tc tng trng.

Sn phm, gi, phn phi, truyn thng- c ng, marketing- mix.

Chi ph Marketing
Thc t khng nh: marketing phi c duy tr mc cn thit v bng
nhng bc i khn ngoan vt ln i th trong giai on kh khn. V vy, vic
duy tr chi ph marketing mt mc n nh l mt vic ht sc cn thit i vi mi
doanh nghip. Ty vo bi cnh kinh t, loi hnh doanh nghip, tnh hnh ti chnh
ca doanh nghip m doanh nghip thc hin ct gim, tng cng chi ph ny sao cho
ph hp.
Chng trnh hnh ng
Ngn sch
Ngn sch marketing phi nn c xy dng da trn chin lc kinh doanh,
mc tiu ti chnh, mc tiu th trng ca doanh nghip, tnh hnh cnh tranh trn th
trng v kh nng ti chnh m doanh nghip y c c.
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Kim tra
Kim tra marketing nhm pht hin nhng sai lch gia thc hin vi k hoch,
xc nh nguyn nhn gy nn sai lch, trn c s a ra cc gii php iu chnh
nhm t c mc tiu k vng. C 3 loi kim tra marketing: kim tra k hoch
nm, kim tra doanh li v kim tra chin lc.

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PHN 2: THC TRNG V CHIN LC MARKETING CA

CNG TY TNHH TM-DV TN HIP PHT
2.1. Gii thiu chung v cng ty
2.1.1. Qu trnh hnh thnh
Cng ty TNHH TM-DV Tn Hip Pht c thnh lp t nm
1994 vi tin thn l nh my bia v nc gii kht Bn
Thnh, c chc nng sn xut, kinh doanh sn xut ru bia,
nc gii kht.
Ngi thnh lp: Tin s Trn Qu Thanh
C s h tng: din tch xy dng: vn phng (6.037 m 2), nh
my (77.511 m2), kho (45.552 m2) vi cc thit b phc v sn xut v kim sot h
thng qun l mi trng.
Tr s chnh ta lc ti huyn Thun An, tnh Bnh Dng, c quy m nh my
sn xut rng hn 110.000m2, vi cc thit b, dy chuyn cng ngh nghin cu v
sn xut hin i bc nht ng Nam .
Cng ty TNHH TM-DV Tn Hip Pht l thnh vin ca Hip hi ru bia v
nc gii kht Vit Nam. nh hng pht trin ca cng ty l Hm nay phi hn
ngy hm qua nhng khng bng ngy mai cng vi phng chm tha mn cao
nht mi nhu cu hin c v tim n ca khch hng.nh hng trn c xem
l kim ch nam cho mi hot ng ca tp on v cng chnh l ng lc vn n
hoi bo: a cng ty TNHH TM-DV Tn Hip Pht tr thnh tp on cung cp thc
ung tm c chu .
2.1.2. S mnh, tm nhn, mc tiu ca cng ty
S mnh
Sn xut v kinh doanh cc sn phm tt cho sc khe ngi tiu dng Chu
vi mi v thch hp v tiu chun quc t.
Mc tiu
To ra nhng sn phm thc ung tt nht, qua nhiu thng hiu: Number
One, Laser, Bn Thnh, Gold Bn Thnh, Tr xanh khng n vi ngi tiu
dng bi h thng phn phi rng khp v tri u trn 64 tnh thnh Vit Nam.

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Tm nhn
Tr thnh tp on hng u Chu trong 3 lnh vc kinh doanh chnh:
ngnh thc ung, thc phm n lin, bao b nha.
2.1.3. C cu t chc ca cng ty

2.1.4. Qu trnh pht trin

2.1.4.1. Qu trnh pht trin nh my
Nm 1994 tin thn ca tp on Tn Hip Pht (vit tt THP) l Nh my bia
v nc gii kht Bn Thnh c hnh thnh vo u thp nin 90. Tri qua 15 nm,
vi nhng n lc xy dng v pht trin khng ngng, n nay tp on THP to
dng c mt c ngi vi y tin nghi cng thit b dy chuyn sn xut hin i
vo bc nht ng Nam , cho ra cc sn phm cht lng cao vi cc thng
hiu: Number one, Bia Laser, Bia Bn Thnh v Bia Gold Bn Thnh, khng
nh c v tr ca mnh trn th trng Bia & Nc gii kht v nhn c s tn
nhim v yu thch ca ngi tiu dng.
2.1.4.2. Qu trnh pht trin sn phm
Nm 1994: Tp on THP tung ra th trng 3 sn phm mi l Bia chai Bia Hi Bn Thnh v bia ti Flash, khi u cho s pht trin quy m th trng
ngy cng ln. Bia Bn Thnh lun t danh hiu "Hng Vit Nam cht lng cao"
lin tc t nm 1998 n nay.
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Nm 1995: sn xut sa u nnh dng chai 220ml bn l ti ch v phn

phi n cc i l.
Nm 1996: cho ra i bia ti Flash
Nm 2001: cng vi chin lc tip th c o bng cc chin dch qung co
"Number one sp c mt ti Vit Nam", Tp on THP lm c iu k diu
cha tng c cho sn phm ny l t k lc "Sn phm ng vo hng Top 5" trn
ton Vit Nam ch trong vng 3 thng sau khi c mt trn th trng.
Nm 2002: nhm a dng ha sn phm mi v p ng th hiu ngi tiu
dng ngy cng cao ca ng o khch hng, Tp on THP a ra th trng
cng di nhn hiu ni ting Number one, cc loi nc gii kht c gas vi nhng
hng v c o ring nh Number one Cola, Cam v Cream Soda.
Thng 12/2003: ln u tin, ngi tiu dng Vit Nam bit n sn phm "Bia
Ti" c ng chai l bia Laser. Sn phm bia Laser c sn xut bi dy chuyn
cng ngh hin i bc nht ng Nam , v l sn phm bia ti ng chai u tin
ti Vit Nam, m ra mt trang s mi cho ngnh Bia Vit Nam.
Thng 10/2004: sn phm sa u nnh di thng hiu Number one tip ni
ra i v mt ln na, sa u nnh Number one1 khng nh l mt loi sa c
thng hiu hng u ti Vit Nam vi s n nhn nng nhit ca khch hng.
Thng 10/2005: sau mt thi gian nghin cu, Tp on THP tung ra th
trng mt sn phm mang tn bia Gold Bn Thnh, gn lin vi nhng hnh nh gn
gi ca ngi tiu dng nh s may mn, s thnh cng, s chia s trong cuc sng
i thng. Gold Bn Thnh vi nhng thng ip "Mng cho kh th" "Ra cho
honh trng" "Khao cho xng ng" i u trong vic khai thc xu hng cm
xc mi ca ngi tiu dng trong phn khc th trng y tim nng ny.
Nm 2006: sn xut sa u nnh ng gi trong hp giy, Tr xanh khng
vi cc hng v: chanh, mt ong, khng ng, nc tng lc Number One Du v
nc ung vn ng Number One Active, tung sn phm bia Gold-Draught.
Nm 2007: sn xut Tr b ao khng , nc cam p Number One Juici, nc
tng lc Number One Chino v Tr Barley khng .
2.1.5. Cc sn phm ca cng ty

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2.1.6.

T
h
nh

tu t c
Thng 05/2000: "Huy chng vng c o" dnh cho gian hng tip th c
o ca Bia Bn Thnh do Hi ng xt thng ca Trung tm thng tin B Thng
Mi trao tng.
Thng 1/2001: Gii vng cht lng v sinh an ton thc phm dnh cho Bia
Bn Thnh do Cc Qun l Cht lng V sinh An ton Thc phm t chc.
Thng 1/2002: Nc ung tng lc Number one l mt trong 3 sn phm nc
gii kht cht lng cao hng u ti Vit Nam do Bo Si Gn Tip Th bnh chn.
Thng 02/2002: Bia Bn Thnh vinh d c bu chn Cp vng thng hiu
Vit Nam hi nhp quc t ti Trin lm Thng mi Quc t Si Gn EXPO 2002.
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Thng 04/2005: Number 1 c bnh chn "Top ten thng hiu Vit, thng
hiu uy tn cht lng hng u" do Hi S hu Cng nghip Vit Nam t chc.
Thng 03/2005: Bng khen ca Ch Tch UBND Tnh Bnh Dng trao tng
Cng ty Tn Hip Pht thnh tch thc hin tt An ton v sinh lao ng, Phng chng
chy n v phong tro xanh sch p nm 2004.
Thng 10/2005: Cng ty vinh d n nhn bng khen ca Th Tng chnh ph
trao tng bi nhng thnh tch ng gp cho s nghip pht trin phong tro th dc
th thao.
T nm 1998-2005: Cc sn phm ca tp on THP t danh hiu Hng
Vit Nam cht lng cao lin tc 8 nm lin do ngi tiu dng bnh chn.
Nm 2007: bo Si Gn tip th bnh chn Number One l Hng Vit Nam cht
lng cao v Thng hiu mnh nm 2007.
2.1.7. Gii thiu v sn phm tr xanh khng
Tr xanh l cht liu dng ch bin thc ung ph bin trn th gii t hng
nghn nm nay, c bit cc nc khu vc chu nh: Trung Quc, i Loan, Nht
Bn, Hn Quc
Ung tr thm ch c nng ln thnh ngh thut vi nhng nghi thc c bit
v trang trng. Nhp sng hi h hin i thc y ngnh cng ngh nc ung pht
trin mnh m. Tr xanh ng chai cng nm trong dng chy ny.
Th trng Vit Nam, trn th gii v trong khu vc, tr xanh ng chai
pht trin mnh t thp nin 80 ca th k trc.Tt c nhng thng hiu ln c mt
ti Vit Nam u c sn phm tr xanh ti cc th trng: chu u, M, Nht, Hn
nh Lipton, Pepsi, Nestl, Coca Cola, Uni President, URC, Vit Nam hin nay, khi
ni n tr xanh ng chai, chng ta phi k n cc thng hiu nh Tr xanh khng
ca Tn Hip Pht, C2 ca URC, Queen Tea. Thng hiu Tr xanh khng c l
c nhiu ngi bit n nht hin nay.
Hin nay, Tp on Tn Hip Pht c kh nhiu loi nc gii kht trn th
trng. Tuy nhin, qua thi gian tm hiu, chng ti quyt nh thc hin xy dng
chin lc Marketing cho loi nc gii kht Tr Xanh 00: c chit xut t nhng
t tr xanh ti, bng cng ngh Nht Bn, gip gi li cao nht hm lng cht
chng oxy ha EGCG, gip chng lo ha, gim stress, ngn nga ung th, tng

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cng sc khng v lm p da. Tr Xanh 0 0 cho mi ngi cm thy sng khoi,

ti mt v sn sng cho mt cuc sng mi.
2.1.8. Chin lc kinh doanh ca cng ty trong thi gian qua
Chin lc pht trin tp trung: C 5 lnh vc cn tp trung c th gip
cho Tn Hip Pht thnh cng l:
- V ngi tiu dng : Tt c chng ta u bit rng ngi tiu dng l Thng
trong hot ng kinh doanh ca chng ta. Chng ta thnh cng hay tht bi th cui
cng ngi quyt nh vn l ngi tiu dng. Chng ta c gng pht hin ra cc nhu
cu tim n ca ngi tiu dng m chng ta c th thng mi ha nhu cu ny.
Sn phm Tr Xanh Khng chai PET ung lin l mt v d tuyt vi v nhu cu
tim n ca ngi tiu dng c Tn Hip Pht bin thnh mt c hi kinh doanh.
Ung tr chim mt v tr rt quan trng trong vn ha m thc ca ngi Vit Nam.
Bc k tip, cng ty sn xut sn phm Tr ung lin trong mt chai PET tin
dng sau khi quan st c s thay i trong phong cch sng ngy cng mang tnh
di ng v nhu cu ngy cng ln hn i vi cc sn phm thc ung c li cho sc
khe.
- V khch hng : Khch hng l i tc cc k quan trng bi v h tr hng ha
ca chng ta bn. S khng c cc hot ng marketing thnh cng nu nh chng
ta khng xem xt n tc ng ca cc hot ng trn khch hng. Cc nhn hng
ca Tn Hip Pht phi cnh tranh rt gay gt vi cc cng ty Vit Nam v c cc cng
ty nc ngoi. Ti cng ty Tn Hip Pht, c mt b phn tp trung ton din vo vic
chm sc khch hng. Cng ty i x vi tt c cc khch hng ca mnh nh cc i
tc kinh doanh tht s.
- V truyn thng: Bi v Tn Hip Pht tin rng ch bn cc sn phm cao cp,
cht lng tuyt ho nn cng ty phi truyn thng cho mi ngi bit v hnh nh v
cc li ch ca nhn hiu. iu ny cc k quan trng do cng ty u t khng t
vo truyn thng. Mc gia trng chi ph qung co ca cng ty trong mt vi nm
trc rt ng k.
- Cht lng sn phm v tnh sn c ca sn phm: Ti Tn Hip Pht i
mt vi nhiu trng hp ht hng, nhu cu vt qu kh nng cung cp ca cng ty.
Do y cng l mt vn cn lu tm trong lnh vc tip th ca cng ty. Cng ty

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cn m bo tip tc duy tr s hin din ca sn phm vi cng mt tiu chun cht

lng tuyt ho mi lc mi ni.
- V vic trin khai thc hin: cng ty c nhiu tng rt hay, c nhng k
hoch rt tuyt vi nhng li tht bi ch v trin khai qu t. Tht may mn l i vi
sn phm Tr Tho Mc Dr. Thanh, cng ty c mt i ng c t chc bi bn,
nhanh chng a hng ra th trng trong mt thi gian ngn.
2.2. nh gi thc trng ca cng ty trong thi gian qua
2.2.1. Tnh hnh ti chnh ca cng ty trong thi gian qua
Vi vic u t dy chuyn sn xut hin i, qu trnh nghin cu v pht trin
nhng sn phm mi kt hp vi cc hot ng marketing hiu qu, trong nhng nm
gn y, cng ty THP khng nh c v tr ca mnh trn th trng nc gii
kht Vit Nam.

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Cc sn phm tin phong m THP tung ra th trng nh Nc tng lc

Number One, Tr Xanh Khng , Tr Barley Khng ,.. v gn y nht l Tr
tho mc Dr.Thanh mang v cho THP doanh thu hng nm khng l. Tc tng
trng doanh thu ca nm 2008 l 104% so vi nm 2007. Nc tng lc No.1 tng
n 48% do nhu cu ca ngi tiu dng ngy cng tng, dung lng th trng tng
ln, Nc p tri cy Juice trong nm 2008 tung ra 7 loi hng v, em v t l
tng trng n 182%. Tr xanh, mt xu hng tiu dng mi v trong nm 2008,
cng ty cho ra i nhiu sn phm chit sut t tr xanh nh Tr Barley Khng ,
Tr Xanh Khng hng mt ong, Tr tri cy Fruit Tea nn tc tng trng t
294% so vi nm 2007. Sa u nnh Soya trong nm 2008 cng c nhiu hot ng
chiu th, ng thi ra i thm hng du, hng bp v loi hp giy tin dng, lm
tng doanh thu ln thm 103%. Tuy nhin, vn c mt s nhn hng c t l tng
doanh thu mc m nh Nc gii kht c gas (-80%), Sa ti (-70 %), Yougurt (78 %) l do y l nhng sn phm khng c ngi tiu dng u thch nn b
loi b trong nm 2008 ny.

Bc sang qu 1 nm 2009, Tr Xanh Khng vn l mt trong 10 mt hng

c tc tng trng cao nht Vit Nam trong 36 thng qua (Ngun: cng ty nghin
cu th trng TNS). Nc tng lc Number One, sa u nnh Soya, Bia Bn Thnh
vn c ngi tiu dng a chung. Thng 12/2008, sn phm mi mang tn Tr
tho mc Dr.Thanh tip tc tr thnh mt hin tng trn th trng nc gii kht
Vit Nam khi nhanh chng c mt ti tt c cc im bn s v l trn khp c nc v
c nhiu khch hng tm mua. Tuy nhin, hin nay nng lc sn xut sn phm ny
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ch p ng c hn 20% nhu cu. y l mt mt hn ch ca cng ty. Doanh thu

tng ln ng k, mt phn nguyn nhn l do ngn sch dnh cho hot ng
Marketing cng ty dnh cho vic truyn thng, qung b sn phm ca mnh.
2.2.2. Phn tch chin lc Marketing cng ty ang p dng
2.2.2.1. Chin lc sn phm
Tn Hip Pht l mt tp on c tn tui trn th trng Vit Nam nn cc
sn phm ca h u mang tnh sng to cao. c bit l Tr Xanh khng . Khi
quyt nh a ra sn phm ny Tn Hip Pht da trn nhu cu sn c cng nh
thi quen t xa n nay.
Hin nay nhu cu tiu th sn phm nc khng gas tng gn 30% mi nm,
vi hn 50% ngi tiu dng thnh ph ang chuyn dn sang cc loi nc t nhin,
t ngt trong khi sn phm nc c gas ang dn bo ha vo thi im . Mt khc
ngi Vit Nam cc thch ung tr, thm ch qun tr va h cng rt ng khch,
nhng khng c v sinh lm, v khng th mang theo trong ngi. Trc nhng l
do th ngay lp tc cng ty Tn Hip Pht nhanh chng a ra sn phm tr xanh
khng vo thng 5, 6 nm 2006. S dng chin lc thm nhp cnh tranh th sn
phm tr xanh 0o s c mt cng lc trn tt c th trng.
Ngay thi im ban u, Tn Hip Pht u t ring cho mnh dy chuyn
sn xut chai PET. Chai PET ng tr xanh chu c nhit cao v phi chit rt
khi cn nng. Khng cng c u t kh k cng t vic chn la tn thng
hiu, logo, kiu dng bao b, mu xanh l cy to cm gic gn kt vi thin nhin cho
n vic s dng Number One lm thng hiu bo tr.
Tn Hip Pht xy dng mt phng nghin cu pht trin sn phm mi v
trong tng lai s tr thnh mt trung tm pht trin sn phm mi. Nh vy, vic Tn
Hip Pht hnh thnh trung tm nghin cu s gip h tr thnh mt n v lun lun
tin phong trn th trng vi nhng thng hiu dn u, gi c hp l, cht lng
tt, mu m p v c ngi tiu dng a chung.
2.2.2.2. Chin lc gi
nh gi da vo mc tiu dn u v cht lng: Dn u v cht lng ng
hnh vi gi bn cao. Gi cao va tng xng vi hnh nh cht lng cao, va gii
thiu cho cng ty trang tri c chi ph u t cho cht lng v c c t sut li
nhun cao.
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nh gi theo gi tr cm nhn ca khch hng: Gi c m khch hng chp

nhn c ph thuc vo gi tr cm nhn c ca khch hng i vi sn phm, v
s chp nhn ca ngi bn. Cng ty nghin cu th trng hiu c nhn thc
ca khch hng v gi tr sn phm trong cc iu kin khc nhau. Cng ty s dng
cc bin s phi gi c ( nh bao b sn phm, a im bn hng, i ng nhn vin
bn hng) to nn n tng gi tr cm nhn v sn phm trong con mt khch
hng.
Chin lc nh gi sn phm tr xanh khng l chin lc ht vn. Cng ty
Tn Hip Pht t gi cao so vi cc sn phm khc nh C2, 100, tr xanh
Lipton Gi bn 1 chai c dung tch 500ml vi gi bn s l 4.500d/chai v gi bn l
l 7.000 8.000/chai. Tr xanh khng c gi cao hn khong 20% so vi cc loi
nc gii kht ng chai khc. Tuy nhin, khch hng chp nhn mc chnh lch ny
v c li cho sc khe.
2.2.2.3. Chin lc phn phi

Tn Hip
Pht
Group

i l

Ca hng
bn bun

i l

Ca hng
bn bun

Ca hng
bn l
Ngi tiu
dng

i l
Nhn vin
bn hng
Phn phi c khng nh l khu quan trng m doanh nghip cn ch khi mun
chim lnh th trng ni a. Tr xanh Khng to nn h thng phn phi ph rng, sn sng
sn phm tip cn ngi tiu dng khp mi ni. Tr xanh Khng duy tr c s hin
din khp ni, t thnh ph n nng thn, t knh phn phi truyn thng n hin i. Vo bt
c tim tp ha no, gh bt c qun nc no, ngi tiu dng cng c th mua c tr xanh
Khng . Tn Hip Pht c h thng nh phn phi (NPP) rng khp trn c nc vi 268
NPP cp 1, iu ny cho thy sc mnh knh phn phi ca tr xanh Khng nh th no ri.
Mng li phn phi knh di (4 knh chnh): nh sn xut, nh bn s, nh bn
l, ngi tiu (thc t knh phn phi c th di hn hoc c th t hn).
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C2, queen tea, 100... ln lt ra i khin cho tnh cnh tranh ngy cng tng.
c bit i vi 100 - n phm ca Tribeco ang thc hin chin lc bt chc sn
phm khng khin ngi tiu dng d c nhn thc nhm ln v 2 sn phm. Cc
i th trn cng ang ra sc xy dng knh phn phi kh mnh cnh tranh vi
Khng . V vy vic nh vo khu phn phi l ht sc quan trng.
Tn Hip Pht cng ang xy dng, m rng nhiu vn phng i din, i l
bn hng ti cc nc trong khu vc nh Campuchia, Thi Lan v th gii nh th
trng chu u, Hoa K... nhm chun b cho cuc b ra bn ngoi theo xu th
hi nhp v pht trin chung hin nay.
2.2.2.4. Chin lc truyn thng
Truyn thng c ng l cng c quan trng gip Tn Hip Pht gii thiu sn
phm ti ngi tiu dng, gip khch hng hiu v cc sn phm ca cng ty t
h s dng cc sn phm. Thy c tm quan trng ny, cng ty lun quan tm ti
chnh sch truyn thng ca mnh. Cng ty s dng nhiu cng c v phng tin
truyn thng nh qung co, PR, khuyn mi, bn hng c nhn, marketing trc tip.
Qung co
Cc sn phm m cng ty kinh doanh l sn
phm tiu dng. Do vy cn to s hiu bit su rng
ti ngi tiu dng. V th qung co s gip Tn
Hip Pht gii thiu v bn thn mnh, v cc mt
hng m mnh kinh doanh, to dng uy tn v hnh
nh tp on. i tng m Tn Hip Pht mun
hng ti v cung cp thng tin chnh l nhng ngi
, ang v s tiu dng cc sn phm m cng ty
kinh doanh.
Trong thi gian qua, Tn Hip Pht ng trong top 10 cc doanh nghip chi cho
hot ng qung co nhiu nht ti Vit Nam v hot ng ti tr chim th phn
khng nh trong ngn sch ny. Trong , t trng ln nht l cc nhn hng dnh cho
vic chm sc sc kho nh tr xanh, tr Barley, sa u nnh, nc tng lc
Ti THP, hot ng qung b tng cng nhn bit cho thng hiu thng
qua ti tr ch yu l qung co trn truyn hnh, bo in, billboard, internet.

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Ni bt l hnh thc qung co trn truyn hnh nh: qung co trn cc knh
VTV3 bng cc hnh nh ti tr, nng ng, nhng on nhc gy n tng vi
ngi xem. Tr xanh Khng nn chuyn dn t qung co l tnh sang cm tnh,
ngoi nhng gi tr l tnh m ngi tiu dng c mc nhn thc kh co nh tr
xanh thin nhin, gii nhit, mt cho c th... cn phi tm kim mt gi tr cm
tnh em n s khc bit cao cho sn phm ny so vi cc sn phm khc. Ngoi
ra cn c hnh thc trn bo bao gm bo in t hay cc loi bo bnh thng.
Khi vo website ca tp on Tn Hip Pht khch hng s thy c y cc
sn phm, qu trnh hnh thnh v pht trin, tin tc v sc khe, nhng on qung
co, lin kt vi nhng website khc, trang web ly mu xanh lm ch o mang li
cm gic th gin, thoi mi cho khch hng.
Quan h cng chng (PR)
Mi nm cng ty ti tr cho rt nhiu gii th thao t ln n nh, t chuyn
nghip n phong tro. c bit nm 2008 Tn Hip Pht l nh ti tr c quyn cho
d n a ngi Vit chinh phc nh Everest, Cup xe p truyn hnh(dnh cho
vn ng vin ua xe p nh cao chng minh vic b sung nc v mui khong
ca Number One Active cho vic mt nc trong qu trnh vn ng), Cup xe p
BSCL, gii bng Bnh Dng BTV Number One... Cng ty cng vinh d tr
thnh nh ti tr chin lc tin phong i hi Th thao Chu trong nh AIG 3 v
cng l nh ti tr c quyn nc ung ca i hi ny. Trc , v mc tiu chm
lo sc khe cng ng, THP hp tc vi Tng hi y hc VN (B Y t) thc hin
Chng trnh mc tiu quc gia v phng chng bnh i tho ng...
Ngoi ra cn c mt s chng trnh khc nh show truyn hnh thc t Chinh
phc nh Everest (Number One ti tr - khch hng mc tiu l gii tr thch chinh
phc v khng nh mnh), y l ln u tin ngi Vit Nam c c hi t chn ln
nh ni danh ting cao nht th gii nn khng nhng gy c ting vang v nhn
c cm tnh ca ngi tiu dng m THP cn kho lo kt hp c vi thng ip
ca sn phm l sn sng vt qua mi kh khn, th thch v l sn phm nc gii
kht hng u Vit Nam. Hay trong cuc thi ca nhc dnh cho hc sinh sinh vin
ton quc Ting ca hc ng (Number One Juice ti tr - khch hng mc tiu
tui t 13 n 19 tui), cuc thi Siu mu Vit Nam Barley 2008 (Tr Barley Khng
ti tr - khch hng mc tiu l nhng ngi quan tm n sc kho v sc p)
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T nhng v d trn cho thy Tn Hip Pht (THP) tham gia vo hot ng
ti tr trong nhiu lnh vc khc nhau, t th thao, vn ho ngh thut n cc hot
ng x hi D l ti tr t thin hay thng mi th cng khng nm ngoi mc
ch chnh cho ngi tiu dng bit n sn phm v thng hiu ca mnh. V th,
mi khi la chn mt chng trnh ti tr, THP thng da trn hai tiu ch ch yu
l mc thu ht ca chng trnh (c lng khn gi cao nu pht sng hoc n
v cho ti tr chng minh c kh nng thu ht khn gi sau khi chng trnh pht
sng) v i tng khn gi ph hp vi phn khc th trng mc tiu ca sn phm,
thng hiu.
Khuyn mi
i vi hnh thc khyn mi tp on Tn Hip Pht ch ch trng ti hnh thc
chit khu phn trm bn hng cho nh bn s v nh bn l, cha ch trng n hnh
thc khuyn mi cho ngi tiu dng. Cc chng trnh h tr bn hng, khuyn mi
vi chnh sch y lm trng tm gp phn thu ht, gi chn cc i l.Mi nguy
ln nht ca mt thng hiu dn u i khi khng n t i th m n t s ng
qun trn v tr y.
2.3. nh gi mi trng bn trong, bn ngoi
2.3.1. Phn tch m hnh 5 p lc
2.3.1.1. Nh cung cp
-

Tn Hip Pht c 23 nh cung ng chin lc (theo trang ch ca THP:

http://www.thp.com.vn) v mi loi vt t li c nhiu nh cung ng khc nhau. Mt

s nh cung ng ca THP nh: Polymer Asia, PTT Polymer Marketing, SCT Viet
Nam, Malaya VietNam Glass, BJC, SCG Chemical, Roha Dyecham
-

Tn Hip Pht l khch hng c mi quan h thng xuyn v lu di vi cc

nh cung ng nn thun li trong qu trnh mua bn. B phn thu mua nguyn vt liu
ca THP lun tm hiu th trng, theo di thng xuyn gi c v ngun cung ng
nguyn vt liu nhm n nh u vo cho sn xut.
-

Tt c cc nguyn vt liu m cng ty THP nhp mua u l ca cc nh cung

ng c uy tn v cht lng nguyn vt liu cao.

-

Mc d Tn Hip Pht c mua nguyn vt liu ca cc cng ty trong nc

nhng phn ln l nhp khu t nc ngoi, khin chi ph vn chuyn tng cao. y l

Nhm 6

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mt iu bt li i vi THP. Chi ph cao dn n gi thnh v gi c ca sn phm

cng cao, lm gim sc cnh tranh ca sn phm.
2.3.1.2. Khch hng
Khi nghin cu v Tn Hip Pht khch hng c chia thnh 3 nhm chnh:
-

C nhn, h gia nh, tp th mua sn phm v dch v.

H thng cc nh phn phi bn bun bn l, siu th.

Th trng quc t: khch hng nc ngoi - ngi tiu dng,nh phn phi,

i tc nc ngoi.
nh hng ca khch hng n doanh nghip c th hin qua cc yu t:
-

S lng khch hng:

Mua l, mua tiu dng: cng ng th cng c li cho doanh nghip do c th

tiu th nhiu sn phm, tn t chi ph trong tiu th hn, sn phm nhanh c bit
n.
Nh phn phi: c th coi l yu t sng cn i vi s thnh cng ca mt sn
phm mi. Cng l sn phm ca Tn Hip Pht nhng bia ti LASER khi tung ra
cha chun b knh phn phi nn tht bi, trong khi nc tng lc Number one, tr
xanh khng th c th nhanh chng chim lnh th trng nh nm c h thng
knh phn phi trong c nc. L mt trong nm th trng nc gii kht khng cn
ang tng trng nhanh nht th gii, trung bnh mi ngi Vit Nam ung khong 3
lt nc gii kht khng cn/nm, trong khi mc bnh qun ca ngi Philippines l 50
lt/nm. Theo nghin cu mi y ca phng nghin cu pht trin Cty Chng
Dng, mi nm, ngi dn Vit Nam tiu th khong trn 500 triu lt nc ngt c
gas.
-

nhy cm v gi: Vi i sng v mc thu nhp ngy mt nng cao ngi

tiu dng mnh dn hn trong mua sm xong h vn c nhng mi quan tm v

gi:
Khch hng mun mua vi gi c phi chng ph hp ti tin.
Nh phn phi, siu th mun li nhun v c hng chit khu cao.
V vy doanh nghip cng cn nh gi bn hp l, mc chit khu cho ph
hp, hoch nh chin lc gi cho tng giai on ca chu k sng ca sn phm.
-

i hi ca khch hng v cht lng sn phm, dch v, mu m bao b

Yu cu v an ton, uy tn thng hiu:

Nhm 6

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Ngi tiu dng ngy cng thng thi hn v i hi v cc ch tiu an ton,

tiu chun cht lng i vi sn phm cng ngy cng cao hn. Khch hng phn
ng rt nhy cm vi cc thng tin lin quan n v sinh an ton thc phm v lun
sn sng chuyn sang tiu dng cc sn phm thay th nu khng tin tng vo sn
phm c. Khch hng cng u tin la chn cc thng hiu quen thuc, c uy tn v
c qung co nhiu.
Vic xy dng uy tn thng hiu da trn cht lng v an ton ca sn
phm c th kh tn km, nhng n mang li li ch lu di v bn vng cho doanh
nghip, c bit l v tr trong tm tr ngi tiu dng.
-

Thng tin ca khch hng v sn phm: Khch hng nm r thng tin v sn

phm th s to ra p lc mc c ln i vi doanh nghip, c bit l cc nh phn

phi.
2.3.1.3. i th cnh tranh
i th hin ti
-

Th trng bia: Th trng biaVit nam hin nay kh a dng v s cnh tranh

cng khng km phn gay gt so vi nhiu th trng khc.Bn cnh nhng ng ln

nh Heineken, Tiger ca nc ngoi th th trng Vit nam cng c chim lnh bi
nhng i th nng cn nh: cng ty bia H Ni, Sabeco, cng ty bia ng nam .
-

Th trng nc gii kht: Th trng nc gii kht nhng nm gn y kh

si ng v s tham gia ca nhiu nh cung cp cng nh nhu cu ngy cng kht khe,
a dng ca ngi tiu dng. Hin ti, rt nhiu hng ln cng ang tham gia th
trung y tim nng ny, nh hng khng nh n sn lng tiu th ca THP. C
th k n Tribeco, Lipton (Unilever), Cocacola, Pepsi.
i th tim n
-

Th trng nc gii kht Vit nam hin nay kh hp dn, thu ht nhiu doanh

nghip, cng ty ln trong v ngoi nc tham gia. Ngoi nhng i th hin ti k trn
th Tn hip pht cn c rt nhiu i th cnh tranh tim n khc. Nhiu cng ty
gii kht Hn Quc, Nht Bn . mun xm nhp th trng Vit Nam. So vi cng
ty gii kht Vit Nam, h c u th v vn, v cng ngh v tnh truyn thng c o.
Do , s xm nhp th trng ca h s gy nh hng ln n th phn ca cc cng
ty gii kht Vit Nam, trong c Tn Hip Pht.

Nhm 6

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Chin lc Marketing

Ngoi ra, vi danh ting v li nhun ca mnh, THP cng phi i mt vi cc

nhn hng nhi, gy nh hng ti sn lng tiu th v uy tn ca thng hiu.

2.3.1.4. Sn phm thay th
Trn th trng hin nay, c hn 3000 sn phm ung. V th, kh nng thay
th cho nhng sn phm ca THP l rt ln.Ngoi cc sn phm c trong danh mc
cnh tranh trc tip, cn c cc sn phm thay th c trng:
-

Nc tinh khit, nc khong ng chai: Theo kho st ca Cng ty Nghin

cu th trng AC Nielsen, th trng nc ung tinh khit ng chai ang chim 22%
sn lng ton b th trng nc gii kht Vit Nam vi mc tng trng trung
bnh hng nm l 26% k t nm 1995. Mc tng trng ny s tip tc trong nm
nay. Sc mua tng nh s ngi thuc tng lp trung lu tng trong khi ngun nc
sch ang ngy cng tr nn cp bch nhng th ln. Tiu biu trong lnh vc ny
c Lavie, Aquafina, Cc sn phm ny c u im l gi r, tin li cho vic s
dng thay nc un si.
-

Cc loi nc c gas: Cc sn phm ny hu ht l ca cc thng hiu ln, tn

ti lu i nh: Coca Cola, Pepsi... C li th xm nhp vo Vit nam sm, nn tiu

dng nc ngt c gas tr thnh thi quen ca nhiu ngi. Tuy nhin, theo xu th
chung ngy nay, th trng nc ung khng gas ang p o cc loi nc c gas. C
th, nm 2007, cc loi nc ung c gas chim 20,46% trong c cu sn phm nc
gii kht th n nay gim cn 18% v nc ung khng c gas tng t 5,93% ln
7,76%, nc hoa qu cc loi tng t 5,20% ln 6,97%. Hai loi nc ny d kin s
cn tng mnh v n nm 2015 s chim trn 16% trong c cu sn xut nc gii
kht, cn nc ung c gas cng thi im ny gim xung di 16%.
-

Cc loi thc ung gii kht khc

2.3.2. Phn tch m hnh SWOT

Nhm 6

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im mnh (S)
1.

im yu (W)

Ngun nhn lc c cht lng

1.

cao.
2.

2.

Hin ti Tn Hip Pht ang

Bnh

Cha xy dng c sn
phm phn phi ra nc ngoi.

tiu chun tch hp n nh: ISO

9001-2004;

Mi ch tp trung th

3.

hng u ca c nc t h thng
4.

14001-2000;

Cc nhn hng ca Tn
Hip Pht phi cnh tranh rt

HACCP

gay gt vi cc Tn Hip Pht

Chim th phn ln i vi th

Vit Nam v c cc Tn Hip

trng nc gii kht khng gas.

Pht nc ngoi.

u t nhiu cho nghin cu

5.

pht trin sn phm.

6.

ti

trng trong nc.

l mt trong nhng doanh nghip

5.

a phng khc.

sn xut hin i.

4.

Dng, cha c c s ti cc
Dy chuyn cng ngh, c s

3.

Tr

Sn phm cha phong

ph.

t nhiu gii thng v cht

lng, tham gia nhiu s kin x
hi.

7.

H thng phn phi rng.

8.

Ban qun tr c nng lc,tham

vng v tm nhn.

C hi (O)
1.

e da (T)
M rng th trng v

1.

tng xut khu.

2.

Sc p cnh tranh: THP phi

chu p lc cnh tranh ca cc

Tng cng thu ht

hng

vn u t nc ngoi.

khc

nh

Heineken,

URC, Pepsi, Coca Cola

3.

Th trng rng ln

4.

Nguyn liu c cht

khch hng v cht lng, mu

lng cao gp phn nng cao cht

m lm tng sc p ln b

lng ca sn phm.

phn nghin cu pht trin sn

5.
Nhm 6

Kh hu c trng ca
Lp QC03B

2.

i hi ngy cng cao ca

phm ca THP.
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Vit Nam s l c hi kinh doanh

3.

tt nu THP pht trin cc dy sn

phm ph hp.
6.

Cc hot ng cnh tranh

khng lnh mnh.

4.

S lng nh cung ng

Sn phm thay th phong ph

s lm tng nguy c mt th

ca THP rt nhiu, iu to iu

trng ca THP.

kin cho hot ng m bo vt t

5.

Lm pht tng.

u vo c thun li.

6.

Tiu chun v cht lng, v

7.

CNTT, truyn thng

gip THP qung b hnh nh doanh
nghip tt hn.

8.

sinh an ton thc phm.

7.

Thch thc v ngun nhn

lc.

tr

giao

thng

thun li tng c hi xut khu

hng ha ra th trng quc t.
9.

Th hiu tiu dng hin

i.

10.

Hi nhp WTO.

11.

Phong tc tp qun
truyn thng.

Phn tch SWOT:

Kt hp c hi vi im mnh:
S1S2S8+O3O4O6O7O9: Ngun nhn lc c cht lng cao, dy chuyn cng
ngh, c s sn xut hin i, ban qun tr c nng lc vi th trng rng ln, nguyn
vt liu c cht lng cao, s lng nh cung ng nhiu, cng ngh pht trin nhanh,
d tip cn, th hiu tiu dng hin i, vi nhng yu t ny cng ty u t pht trin
sn phm mi.
S4S7+O3O6O8O10: Chim th phn ln i vi nc gii kht khng gas, h
thng phn phi rng kt hp vi c hi l th trng rng ln, s lng nh cung ng
nhiu, v tr giao thng thun li, nc ta hi nhp WTO, nhng yu t ny tp on
Tn Hip Pht s tng cng marketing m rng th trng v xut khu sn phm
ra th trng th gii.

Nhm 6

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S1S2S5S8+O4O5O11: Ngun nhn lc c cht lng cao, dy chuyn cng

ngh, c s sn xut hin i, u t nhiu cho nghin cu pht trin sn phm, ban
qun tr c nng lc, tham vng v tm nhn, kt hp vi nguyn vt liu cht lng
cao, kh hu c trng ca Vit Nam, phong tc tp qun truyn thng cng ty ci tin
pht trin cc sn phm mang c trng vn ha Vit Nam.
Kt hp c hi vi im yu:
W2W3+O9O10: Mi ch tp trung th trng trong nc, cha xy dng c
sn phm phn phi ra nc ngoi kt hp vi th hiu tiu dng hin i, hi nhp
WTO, cng ty tp trung cho chin lc pht trin th trng (trong nc v nc
ngoi).
Kt hp im mnh v thch thc:
S1S2S5S8+T2: Ngun nhn lc c cht lng cao, dy chuyn cng ngh, c
s sn xut hin i, u t nhiu cho nghin cu v pht trin sn phm, ban qun tr
c nng lc, tham vng v tm nhn kt hp vi thch thc i hi cao ca khch hng
v cht lng, mu m nn cng ty pht trin sn phm mi.
Kt hp thch thc v im yu:
W4+T2: Cc nhn hng ca Tn Hip Pht phi cnh tranh rt gay gt vi cc
Tn Hip Pht Vit Nam v c cc Tn Hip Pht nc ngoi kt hp vi s i hi
cao ca khch hng v cht lng, mu m nn cng ty tp trung pht trin sn phm
mi.
2.4. nh gi u, nhc im ca CL Marketing m cng ty ang s dng
2.4.1. u im
i vi gi: Gi c phi chng, ph hp vi mi khch hng.
i vi phn phi: Sn phm phn phi hu nh bt c khu vc no sn phm
ca tp on Tn Hip Pht cng c mt. Sn phm tr xanh khng khng nhng
c mt ti cc i l, im bn l, cc qun gii kht, caf m cn c ngay c trng
hc, cc sn vn ng, bnh vin, nh ga, sn bay S dng chnh sch phn phi
hiu qu p ng c nhu cu ca khch hng trong c nc. K c nhu cu ang
tng cao nhng vn khng xy ra tnh trng khan him hng. Tn Hip Pht c
nhiu dng nc ung gii kht thng qua cc knh phn phi ging nhau l mt c
hi ln gim chi ph, nng cao hiu qu v gim cc tc ng ca bin ng theo
ma v cho nhu cu v tng dng sn phm c th.
Nhm 6

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i vi c ng: Chng trnh qung co v PR t hiu qu cao. Cng ty s

dng ht cc phng tin qung co to n tng v hnh nh ca cng ty trong tm
tr khch hng. Thng xuyn tham gia cc hot ng x hi
2.4.2. Nhc im
i vi sn phm cng ty cha ch trng nhiu vo vic u t nguyn liu u
vo to nn cc sn phm c mi v c trng. Sn phm vn cn t, cha a dng
ngi tiu dng c th la chn ph hp theo nhu cu ca mnh.
i vi c ng: Tn Hip Pht vn cha ch trng n vic khuyn mi cho
khch hng v marketing trc tip sn phm n tn tay khch hng.

Nhm 6

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PHN 3: HON THIN CHIN LC MARKETING CHO

SN PHM TR XANH Oo CA CNG TY TN HIP PHT
3.1. Cc bin php hon thin chin lc Marketing
3.1.1. Chin lc sn phm
-

Chin lc pht trin sn phm:

Qua phn tch SWOT cho thy cng ty c ngun nhn lc cht lng cao, dy

chuyn cng ngh, c s sn xut hin i, ban qun tr c nng lc, ngun nguyn
liu di do, cht lng cao. Doanh nghip nn bit tn dng im mnh ca mnh
pht trin sn phm ca mnh, nng cao cht lng sn phm nhm ti a ha la chn
cho ngi tiu dng. V th, vic pht trin sn phm mi v ci tin sn phm mang
bn sc Vit Nam l mt trong nhng vic lm cn thit.
Mc khc nh chng ta bit, tm l con ngi l thch khm ph, tm hiu v
mun s hu nhng g mi l. V vy, chng ti tin rng vic pht trin sn phm mi
mang bn sc Vit Nam s to cho ngi tiu dng mt cm gic thch th v s gip
tng doanh thu cho doanh nghip. Khi thc hin c chin lc kinh doanh ny
th doanh nghip s khc phc c im yu ca mnh l: Sn phm cha phong
ph.
C th l cng ty nn sn xut thm cc sn phm tr xanh vi nhiu hng v
tri cy. Cc sn phm chit xut t cc loa tri cy s mang li nhiu li ch cho sc
khe con ngi. Vi nhng li ch ca sn phm tr xanh khng , chng ta s kt
hp vi nhng li ch ca cc loi tri cy nh: cam, i, bi, to, lu....
Tr xanh O0 lu: Vi nhiu thnh phn
c li c lin kt bn trong gm canxi,
photpho, magie, st v natri rt c li cho h
tim mch.

Nhm 6

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Tr xanh hng nho: Cha nhiu

vitamin B, tt cho tc v mng chn, mng
tay. Acid ascorbic trong thnh phn ca qu
nho s chng li cc loi vi khun, ngoi ra
n cn gip gi tr nh tt, chng bnh ung
th v v lm cho da sn chc.
-

Bn cnh , cng ty nn ci tin thm dung tch ca cc sn phm ny s c

thit k theo 3 mc: 330 ml, 500ml, 1500 ml. Vi s a dng v dung tch ny s gip
Tn Hip Pht c th tip cn d dng vi i a s khch hng ca mnh.
-

Ngoi ra, cng ty cn sn xut ra thm sn phm tr xanh ng gi dnh cho

nhng khch hng a chung vic pha ch tr nng.

3.1.2. Chin lc gi
Trong nn kinh t cnh tranh gy gt nh hin nay, tr xanh 0 0 ang phi i
mt vi nhiu i th cnh tranh c kh nng s vt qua mnh nh C 2, tr xanh 100,
tr lipton Nh vy, tr xanh 00 cn phi c chin lc nh gi thch hp gi
c v tr l nh dn o th trng m n t c trong thi gian qua.
Cc yu t nh hng n vic nh gi ca tr xanh khng :
-

Mc tiu marketing: nh gi sn phm theo mc tiu Gi th n nh, trnh

nhng phn ng bt li t i th cnh tranh. ng thi nh gi tr xanh khng

c phn nhnh hn nhng sn phm khc nhm nh vo tm l ngi tiu dng
Vit Nam.
Nhm 6

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c tnh sn phm: L loi thc ung gii nhit cuc sng.

Gi ca i th cnh tranh: Hin nay, tr xanh khng ang phi i mt vi

cc loi nc gii kht nh: C2, tr xanh 100, tr lipton

Sn phm
Tr xanh 00
C2
Tr xanh 100
Tr lipton

Dung tch (ml)

500
360
500
360

Gi (ng/chai)
8000
6000
7000
5900

Phng php nh gi
Khi tung ra th trng sn phm, tp on Tn Hip Pht nh gi da trn s
cm nhn ca khch hng. Nh vy, khch hng s cm thy s quan tm nhiu hn
khi c mt sn phm c th tha mn c nhu cu ca h.
Chin lc gi
Tr xanh khng s thc hin chin lc gi cho sn phm mi v nh gi
theo tm l ca khch hng.
-

nh v theo gi sn phm c: So vi cc sn phm tr xanh ca cc thng

hiu tr xanh khc, gi ca tr xanh khng vn cao hn. Tuy nhin, vi mc sng
ngy cng cao th ngi tiu dng vn d dng chp nhn mc gi cao nhng m bo
cht lng. V vy, doanh nghip nn tip tc thc hin chin lc gi ht vn cho sn
phm mi da vo s tha hng li thng hiu ni ting ca tr xanh khng
to cho khch hng s an tm v d nh. Gi ca sn phm mi s cao hn so vi tr
xanh khng v cc loi nc gii kht khc. iu ny lm cho khch hng thy
c tnh nng vt tri ca sn phm mi.
-

nh v theo tm l ca khch hng: Tm l ca ngi tiu dng Vit Nam lun

lun cho rng gi cao th cht lng tt. Nh vo s tha hng t tr xanh khng
v s mong mun ca khch hng cn c mt sn phm va gii nhit va c th
cha cc bnh thng gp. Cng ty nghin cu th trng hiu c nhn thc ca
khch hng v gi tr sn phm trong cc iu kin khc nhau. Cng ty s dng cc
bin s phi gi c (nh bao b sn phm, tc dng ca sn phm, a im bn hng,
i ng nhn vin bn hng) to nn n tng gi tr cm nhn v sn phm
trong mt khch hng.
Nhm 6

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Chin lc nh gi ca tr xanh vi nhiu loi tri cy khc nhau l chin lc

gi ht vn. Cng ty t gi cao hn cc loi nc gii kht khc nh: C2, tr xanh
1000, tr xanh lipton...
Da trn cc yu t , gi ca tr xanh hng cam v cc sn phm cng loi:
Sn phm
Tr xanh hng to
Tr xanh hng lu
Tr xanh hng nho
Tr xanh hng cam

Dung tch (ml)

500
500
500
500

Gi (ng/chai)
9000
9000
9000
9000

3.1.3. Chin lc phn phi

H thng phn phi i tr, cn pht huy p ng c nhu cu s dng sn
phm nh t cc my bn hng t ng cc sn phm ca cng ty nhiu ni nh bi
bin, cng vin, rp chiu phim, siu th, trng hc... c cc xe bn hng lu ng
c trang tr bt mt nhiu ni.
M rng h thng phn phi ra th trng nc ngoi. Ln sang th trng nc
ngoi thm d th hiu ngi tiu dng, xem phn ng ca h i vi sn phm tr
xanh khng , sau s c nhng chin lc tn cng sang cc th trng .
Xy dng i ng nhn vin tip th tt, n gii thiu sn phm n cc i l,
nh bn s v ch trng phn phi cc ni xa xi.
Pht trin h thng phn phi c bao ph ln m bo cung cp hng cho
cc i l mt cch nhanh chng v tin li. Trnh tnh trng ch thiu ht, ch d
tha.
3.1.4. Chin lc truyn thng c ng
V trong thi gian qua cng c qung co v PR c cng ty s dng ht
sc hiu qu, cho nn cng ty nn cn pht huy tip a ra cc mu qung co mi
hn, ri tham gia ti tr cho cc chng trnh th thao, vn ha, ngh thut
Bn cnh Tn Hip Pht vn cha ch trng n vic khuyn mi cho khch
hng v marketing trc tip sn phm n tn tay khch hng. V th cng ty cn khc
phc cc im yu trn c th nh sau:

Chin lc khuyn mi:

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Hin nay, th trng tr xanh trong nc bt u bo ha. Bn cnh , cc

hng nc gii kht ln nh: coca-cola, pepsi, lipton u c mt ti th trng
Vit Nam, iu nay cho thy s cnh tranh trn th trng nc gii kht cng ngy
cng khc lit. l ngi dn o th trng v sn phm nc gii kht th doanh
nghip cn phi bit pht huy cng c khuyn mi.
Nm bt c tm l khch hng gi r nhng cht lng sn phm khng
gim. Sau y nhm xin xut mt s chng trnh khuyn mi cho sn phm tr
xanh khng ca tp on Tn Hip Pht.
Tn chng trnh khuyn mi Sng khoi ma h- Rinh ngay gii thng
(Chng trnh c p dng k t ngy 30/05/2011 n ht ngy 30/06/2011)
i vi th trng ngi tiu dng:
+ Khi mua mt lc tr xanh 6 chai khch hng s c tng thm 1 hp tr
xanh ng gi (10 gi).
+ Ngoi ra, pha sau bao b ca sn phm c mt m s quay s trng
thng ca mi thng. C cu gii thng nh sau:
1 gii c bit: Mt chuyn du lch ti Vinpearl-Land (Nha Trang) dnh
cho 2 ngi tr gi 20 triu VN.
3 gii nht: Mi gii mt Tivi LCD 32inch, tr gi 8,5 triu VN.
5 gii nh: Mi gii l mt in thoi di ng Nokia X5 tr gi 5,6 triu
VN.
20 gii ba: Mi gii l mt o thun thi trang, tr gi 200 VN.
Cng hng ngn gii khuyn khch, mi gii l mt chai tr xanh khng
.
i vi th trng thng mi
+ Tng t trng by sn phm v sp xp sn phm
+ Chit khu phn trm cho cc i l, cc nh bn bun khi mua mt s
lng ln sn phm.
Khi mua 5-10 thng c hng mc chit khu 3%
T 11-20 thng c hng 5% chit khu
T 21-50 thng s c hng chit khu 7%

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Trn 50 thng s c hng chit khu 10%

-

Chin lc Marketing trc tip:

+ C nhng bc th cho hng n tng khch hng qua phng tin truyn

thng nh e-mail, tin nhn gii thiu sn phm trn in thoi di ng.
+ Doanh nghip gi th thm hi, th chc mng n tng khch hng vo
cc dp l, tt.
3.2. Trin khai v theo di
Sau khi hon thin chin lc Marketing th bc tip theo chnh l trin khai
cng vic. y, 2 bc trin khai v theo di phi c thc hin ng thi m
bo cng vic c thc hin ng nh k hoch ra v c th khc phc c
sai hng mt cch d dng hn. Bn cnh doanh nghip cn phi bit phn b cng
vic mt cch hp l v cc phng ban. Mi phng m nhn mt cng vic chnh.
Chng hn nh phng Marketing s m nhn cng vic tip th sn phm n tay
ngi tiu dng, phng ti chnh k ton s m nhn vic thu chi v cc vn lin
quan n ti chnh doanh nghip, phng nhn s s m nhn vic b tr iu ng
nhn s, Trong mi phng c ra 1 nhm trng iu hnh cng vic. Sau mt
khong thi gian nht nh, cc nhm trng s bo co ln cp trn v tin thc
hin ca cng vic mnh m nhn. V gia cc phng ban s c s phi hp vi nhau
hon thnh cng vic mt cch hiu qu.
Sau khi trin khai, thc hin cng vic th tip theo l chng ta s nh gi hiu
qu ca chin lc Marketing ca doanh nghip c mang li hiu qu hay khng?
Mu nh gi:
THI CA NGI TIU DNG VI SN PHM
TR XANH KHNG
***Xin anh ch vui lng cho bit cc thng tin c nhn sau:
H v tn: .
Tui:..
S in thoi:
*** Xin ch vui lng tr li cu hi sau bng cch khoanh trn phng n m anh
(ch) cho l hp l.

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Cu 1: Ngh n sn phm tr xanh ng chai th anh (ch) s ngh

n nhn hiu no u tin?
A. Tr xanh khng
B. Tr xanh 100
C. Tr C2
D. Nhn hiu khc (ghi r):..
E. Khng bit/Khng nh
Cu 2: Anh (ch) c bit nhn hiu tr xanh khng ?
A. C
B. Khng
Cu 3:Anh (ch) bit n sn phm ny qua knh no? ( Cu ny
c th chn nhiu phng n)
A. Qua qung co
B. Qua chng trnh gameshow trn TV
C. Thy ngi khc s dng
D. Qua mng internet
E. Do bn b, ngi thn gii thiu
F. Do ngi bn gii thiu
G. Trng by ti ca hang
H. Khc (ghi r):
Cu 4: Anh (Ch) ngh g v cng dng ca tr xanh khng ?
A. Gii kht
B. Gim nng
C. Gim cht bo
D. Gip tiu ha thc n tt
E. Khc (ghi r): ..
F. Khng bit/Khng r

Cu 5:Anh (ch) dng qua sn phm tr xanh khng cha?

A. C
B. Khng
Cu 6: Anh (ch) c thch hng v ca tr xanh khng khng?
A. Hon ton khng thch
B. Khng thch
C. Bnh thng
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D. Thch
E. Rt thch
Cu7: Trong mt tun anh (ch) ung tr xanh khng bao
nhiu ln?
A. Di mt ln
B. 2 -3 ln
C. 4 6 ln
D. Trn 6 ln
Cu 8: Anh (ch) c tng xem qung co ca tr xanh khng
khng?
A. C
B. Khng
Cu 9:Anh (ch) c thch mu qung co ca tr xanh khng
khng?
A. Hon ton khng thch
B. Khng thch
C. Bnh thng
D. Thch
E. Rt thch

Cu 10: Nu khng thch, ti sao anh (ch) li khng thch mu

qung co ny?
A. Qu nhm chn
B. Qu bnh thng
C. Ct chuyn v l
D. Hnh nh v duyn
E. Khng ph hp vi ngi Vit Nam
F. Khc (ghi r):
Cu 11: Khi xem xong qung co, anh (ch) c mun mua sn
phn ny hay khng?
A. Hon ton khng mua
B. Khng mua
C. Bnh thng
D. Mua
E. S tm mua
Cu 12: Theo anh (ch) th gi c ca sn phm tr xanh khng
Nhm 6

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c hp l khng?
a. Qu t
b. t
c. Bnh thng
d. R
e. Qu r
xut ca khch hng: .............................................................................................

KT LUN
Chng ta vn thng nghe cu ni: Khch hng l thng . i vi cc
doanh nghip th khch hng hay ngi tiu dng sn phm l mt trong nhng nhn
t quan trng quyt nh s sng cn ca doanh nghip. V vy, mi doanh nghip cn
phi bit lp cho mnh mt chin lc Marketing r rng, phi bit lm sao c th
cn bng gia vic thu li nhun v m bo p ng c nhu cu ca khch hng
hoc c th vt ln trn s mong i ca khch hng. Nhn thc c iu nn
nhm quyt nh chn ti Hon thin chin lc Marketing cho sn phm tr
xanh khng ca tp on Tn Hip Pht nhm p ng nhu cu ngy cng cao ca
ngi tiu dng nhng vn m bo li nhun cho doanh nghip.
Bi n c hon thnh da trn s k tha cc chin lc kinh doanh, chin
lc marketing ca cng ty trong vng 3 nm qua, cc chnh sch, chin lc m
nhm t xut hon thin hn chin lc ca doanh nghip, cng thm kin thc
m tp th nhm c hc tp trong sut qu trnh va qua.
Mc tiu chnh ca bi n ny l gip chng ta c ci nhn tng quan, ton
din hn v thc trng kinh doanh ca cng ty trong thi gian qua nhm nh gi cc
u v nhc im trong chin lc kinh doanh, marketing ca mnh. Qua c th
pht huy im mnh, ng thi c nhng xut ph hp kp thi hon thin hn
Nhm 6

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chin lc ca mnh nng cao sc cnh tranh v tm cho mnh ch ng vng chc
trn th trng.
Trong qu trnh hon thin, sai st l iu kh trnh khi. Mong s ng gp
qu bu ca cc bn v qu thy c bi n c hon thin hn.

TI LIU THAM KHO

1. Website: http://www.thp.com.vn
2. Website: http://www.bookjob.vn
3. Website: http://www.tailieu.vn
4. Website: http://www.kilobook.vn

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NHIM V CA TNG THNH VIN

n c hon thnh nh s phi hp ca cc thnh vin trong nhm. Nhim
v ca tng thnh vin nh sau:
THNH VIN

NHIM V

T L % HON
THNH

Nguyn Hng Ho

Nguyn Th Thanh
Nguyn Th Thy Dung
Nguyn Th Hoi Thng

CNG

VIC
100%

Kt lun

Mc

2.2.2.2, 3.1.1, 3.2

Mc 1.1, 3.1.2, 2.3.2
Mc 1.2.1, 3.1.4, 2.4
Li m u

Mc

2.2.1,

2.3.1,

2.2.2.1,
100%
100%
100%

2.2.2.3,

2.2.2.4, 3.1.3
Nhm 6

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Phan Th Ngc Thy

Nhm 6

Chin lc Marketing
-

Mc 1.2.2, 2.1, 3.1.4

Lp QC03B

100%

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