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Culture Documents
A.MI TRNG VI M
y l mi trng nh hng n hnh thnh tng ngnh, hoc tng loi doanh nghip nht
nh. Phn ln hot ng ca cc doanh nghip u chu tc ng trc tip ca loi mi trng
ny.
Tn binh Kinh
cho Kinh . Bng nhng tuyn b mnh m ca mnh, Kinh ang cho thy tham vng xoay chuyn
cc din ca th trng m gi.
Ngun: http://vietstock.vn/2014/06/thi-truong-mi-an-lien-cuoc-chien-ty-do-768-353774.htm
2.Mc cnh tranh ca cc doanh nghip cng hot ng trong ngnh kinh
doanh
Ti th trng m n lin Vit Nam, 3 ng ln ca ngnh l Vina Acecook, Masan, Asian Food chim gi
80% th phn, cn li ca cc doanh nghip va v nh khc.
Masan Consumer: tp trung vo phn khc cao cp v ph thng nh Omachi, Kokomi. M Omachi
ca Masan to c mt v tr nht nh trong lng ngi tiu dng vi khu hiu m lm t khoai ty
nguyn cht , rt ngon m khng s nng.Mi y l sn phm m Sagami si m trong dai ngoi
gin vi gi cnh tranh. Nm 2009, Masan cn c trao tng gii vng Thng hiu v sinh an ton
thc phm. Trong thng co bo ch kt qu kinh doanh qu 1 nm 2014 mi cng b, tp on Masan
cho bit doanh s ngnh hng thc phm tin li tng hn 35% so vi qu 1 nm 2013, nh doanh s
tip tc tng mnh ca nhn hng Omachi phn khc cao cp v Kokomi, Sagami phn khc ph
thng.
Asian Food: Asia Food chn cho mnh hng i thng qua cc hot ng ng gp x hi. Chin lc
hng ny p dng nhn din thng hiu m Gu l vi mi gi m bn ra s ng gp 10 ng vo
qu tr em ngho. Hin Asia Food chim 12,1% th phn. Sn phm m n lin ca Asian Food rt a
dng v phong ph. Ring nhn hiu gu bao gm 9 loi sn phm, nhn hiu hello gm 5 loi sn
phm, Osami v Trng Vng l sn phm m n lin mi nht gm 3 loi sn phm.
Vifon: Trong 10 nm lin, nhng sn phm ca Vifon c ngi tiu dng bnh chn l hng Vit
Nam cht lng cao. Mc d, mt thi gian di tp trung cho xut khu nn Vifon b mt th phn,
nhng cng kp nhn ra v quay v ginh li li th. Thm vo , Vifon ang l DN duy nht c
cng ngh sn xut cc loi sp nh tht hm, riu cua; c th mnh v cc loi gia v tng t, lc rc,
bt canh nn kh nng cnh tranh kh tt v "e da" n th phn ca i th.
Cng ty sn xut m Thi Thai President Food : M Mama ca Thi Lan c mt ti Vit Nam
khong 7 nm nay, thng qua 1 chi nhnh ca tp on SaHa. Ch tch cng ty ny ni rng nu doanh
s bn m Mama ti Vit Nam t 20.000 gi/ thng th s thc hin k hoch lp nh my sn xut ti
y. Doanh s bn m Mama trong 8 thnh u nm nay tng 10% v cng ty sn xut m n lin
ca Thi Lan c tnh s t doanh thu 13.5 t baht(khong 8.8 ngn t VND) trong nm nay.
Cc doanh nghip bn l: Bn cnh , cuc chy ua ginh th phn m n lin khng ch c s tham
gia ca cc DN sn xut m, cc nh bn l cng "nhy vo" khai thc vi nhn hng ring, theo thng
hiu ca siu th. c bit, nh bn l li c li th l thng nm trong tay cc s liu v th trng, sc
mua v th hiu tiu dng, nn khai thc hng nhn ring vo ng dng sn phm ang tiu th mnh
nht.
Nhng nhn hng ny s cnh tranh trc tip vi sn phm ca cc doanh nghip , gi r hn t nht 510%. Nh Big C ang bn m tm chua cay nhn ring Wow, vi gi ch 2.200 ng/gi, mt thng 30
gi gi 65.000 ng
Ngun: http://vietstock.vn/2014/06/thi-truong-mi-an-lien-cuoc-chien-ty-do-768-353774.htm
3. p lc t sn phm thay th
Vi vic kinh doanh nhiu loi sn phm m n lin . Ngoi yu t cht lng, gi c, sn phm ca Vina
Acecook cng ang phi i u vi nhiu sn phm thay th bi s tin li v nhng gi tr ring m
tng sn phm mang li cho ngi tiu dng nh cho, min, h tiu, bn b Hu,...
Vn v sc khe ngy cng c ngi tiu dng ch trng, v vy trc nhng ci hi ca m n lin
th cc sn phm thay th li ang l s la chn tt nht ca ngi tiu dng bi sn phm thay th p
ng nhng g khch hng cn l s tin li - cht lng gi c . Nm bt c tnh hnh , Vina
Acecook m rng nghin cu sn xut , a dng ha sn phm thay th p ng c th hiu ca
khch hng . S khc bit ha sn phm kt hp gia truyn thng v hin i to c nt ring cho sn
phm. Cc sn phm lun m bo cht lng v an ton thc phm , s dng cc nguyn liu sn xut
sch, thn thin vi mi trng v cc nguyn liu t nhin . Nhng sn phm mi ra i vi cht lng
cao hn, ngon hn, b dng, a dng hn ph hp vi nhp sng tng lai
Chi ph chuyn i sn phm thay th kh tn km v mt nhiu thi gian
4. p lc t nh cung cp
- Nh cung ng l nhng t chc cung cp sn phm , nguyn vt liu v dch v u vo cho doanh
nghip doanh nghip m bo thc hin cc hot ng sn xut kinh doanh
- Nh cung ng cung cp nguyn vt liu u vo cho qu trnh sn xut nn c tm nh hng kh ln
n doanh nghip , cht lng , gi thnh ca vt t nh hng ti cht lng gi thnh ca sn phm
- Nh cung ng lun to ra p lc i tng gi nguyn vt liu hoc gim cht lng sn phm dch v
cung ng. Do h c th chn p li nhun ca mt ngnh khi ngnh khng c kh nng b p chi
ph tng ln trong gi thnh sn xut
- Vina Acecook lun tm kim cc nh cung ng trn th trng nhm gim mc ti thiu nht v chi ph
c th cnh tranh c vi cc doanh nghip khc.
5. p lc t khch hng
L mt p lc cnh tranh c th nh hng trc tip ti ton b hot ng sn xut kinh doanh ca ngnh.
Cng nh cc doanh nghip khc , Vina Acecook lun phi i u vi p lc t khch hng . Lun phi
thng xuyn c cac chng trnh chm sc khch hng v phi lm khch hng hi lng . Bt c lc
no khch hng cng c th t b khng dng sn phm ca mnh v chuyn sang dng sn phm ca i
th cnh tranh . y l p lc lun theo ui cc doanh nghip v n khng bao gi gim xung c .
Ngay c khi doanh nghip ca mnh ang lm cho rt nhiu khch hng hi lng vo hm nay, nhng c
th ngy mai tt c s thay i
Quy m khch hng cng ln th p lc cng nhiu , doanh nghip s kh khn trong cc chng trnh
chm sc khch hng cng nh tm hiu thng tin v khch hng ca mnh
Cc nh phn phi cng nh khch hng l , h cng gy p lc ln i vi Vina Acecook , hin nay Vina
Acecook c h thng phn phi rt rng ln bao gm TPHCM , Vnh Long, Cn Th, H Ni, Bnh
Dng, Nng...
Chi ph chuyn i khch hng : khi gp rc ri v nh phn phi v mun thay i nh phn phi ,
doanh nghip s phi tn km thi gian v chi ph trong vic xy dng chi nhnh phn phi mi
Trong th trng ngy nay, vic nm bt c th hiu, s thch ca ngi tiu dng
c th xem l mt trong nhng b quyt quan trng dn n s thnh cng trong
cc chin lc kinh doanh
Bn cnh ngun s liu kho st t cc cng ty nghin cu th trng v nhn bit, th hiu v s yu
thch ca ngi tiu dng (NTD) i vi sn phm ca mnh, c mt cch tip cn khc c mt s
doanh nghip p dng v ang dn c c nhng hiu qu nht nh. chnh l vic t chc chng
trnh cho ngi tiu dng n tn ni sn xut quan st, tm hiu v quy trnh sn xut ra sn phm,
trao i v nhng vn m NTD ang quan tm. y cng chnh l dp doanh nghip c iu kin
lng nghe mt cch chn tht nht nhng kin, cm nhn ca khch hng v sn phm, ngnh hng
ang kinh doanh ca mnh.
ng L Vn Hng trng phng Marketing ca cng ty chia s: Chng ti nhn thy rng ngi tiu
dng c quyn c bit, c hiu v sn phm m h s dng thng xuyn trong cuc sng. V th,
thng qua chng trnh tham quan nh my, chng ti mong mun NTD s an tm, tin tng hn v tnh
an ton v cht lng ca cc sn phm ca cng ty, cng nh c th cp nht thm nhng kin thc sau
chuyn tri nghim thc t ti Vina Acecook. NTD c quyn c bit tt c thng tin v sn phm m h
, ang v s s dng.
Ngun : http://www.acecookvietnam.vn/tin-tuc/Tin-Vina-Acecook-1/Vina-Acecook-Mo-cua-nha-mayde-hieu-nguoi-tieu-dung-1266/
B.MI TRNG V M
Phn tch yu t v m gip doanh nghip a ra danh mc nhng c hi pht trin v nhng nguy c
c hi m doanh nghip nn trnh. Cc yu t v m tc ng n cc doanh nghip cng ngnh kinh
doanh l nh nhau.
nhng cng l thch thc khi ngy cng c nhiu sn phm ca cc nhn hng khc ra i vi gi c cnh
tranh khng thua km.
Ngun: http://nguyentandung.org/tag/chi-so-gia-tieu-dung
http://www.tienphong.vn/Kinh-Te/tang-truong-gdp-9-thang-dau-nam-uoc-dat-554-752771.tpo
gia tng tui th trung bnh cng vi vic gim dn s dn n s suy gim v nhu cu s dng m n
lin.
Ngun: http://cdspvinhlong.edu.vn/Images/image/khoa_xh/to_sudia/cocau_dso.htm
Khu v tng vng min:
Khu v n ung ca ngi Vit Nam c phn bit kh r gia ba min. Do mi vng min c mt
khu v khc nhau nn cc doanh nghip phi khng ngng nghin cu, tham kho s thch, thi quen v
gic ca cc vng khc nhau c th a dng ha sn phm v lun bt kp , p ng kp nhu cu ca
khch hng.
S e ngi v sc khe:
Ngy nay, qua cc phng tin bo i, khng kh ngi tiu dng thc c cc nguy c n t m
n lin nh tim mch,thiu dinh dng, ri lon d dy, bo phkhin ngi tiu dng tr nn e ngi
tip tc xem m n lin nh nhng ba n tin dng. dnghip cn nghin cu, m rng trang thit b hin
i to c nhng thnh phm va nhanh, gn ng bn cht n lin nhng li vn m bo c
sc khe cho ngi tiu dng .