PHN TCH CNH TRANH CA BNH HURA Bibica l cng ty Vit nam u tin u t dy chuyn sn xut loi bnh

ti cng nghip vi tn thng hiu l Hura. Thi gian ny (2003), i th cnh tranh chnh ca bnh Hura th trng thnh ph H Ch Minh l Kinh v c Pht trong dng bnh bng lan cao cp. Tuy nhin, sn phm bnh bng lan ti cao cp ca h c sn xut vi quy m nh v hn s dng ngn. kha cnh ny, chng ta nhn thy c s khc bit r rang gia bnh Hura v cc sn phm bnh bng lan ti ca cc cng ty nu trn. Chin lc to s khc bit cung cp nhng sn phm khng phi vi mc gi thp nht m l c nhng tnh nng hoc c im khc bit i vi nhng sn phm ca i th v nh vy Bibica c th trnh c vic phi bn sn phm Hura vi gi thp tranh ginh th phn. Chin lc ny c th xem l hiu qu khi nhu cu ca khch hng l a dng v khi cng ngh cho php to ra nhng sn phm khc bit, Bibica c iu kin thc hin chin lc cnh tranh to s khc bit ny. Cng ty Bibica s dng rt nhiu cch to ra s khc bit nh thng qua cht lng tt hn, design p hn, hnh nh thng hiu cao cp, khc bit, sng to hn, cng ngh hin i hn, v.v Chin lc ny yu cu ngi p dng phi hiu r v gi tr thc s khch hng mong mun, c nng lc marketing mnh, v c c s phi hp gia cc b phn chc nng trong ni b tt. Tuy nhin, yu im ca Bibica l cha tht s chn c mt i tng truyn thng hiu qu ti khu vc min nam (hnh nh hc sinh cp 3) dn n doanh thu khu vc ny kh thp, nh hng mnh n v th cnh tranh ca dng bnh Hura Mc d s hp dn chnh i vi khch hng khng phi l yu t v gi, song chnh sch gi trong chin lc to s khc bit cng khng c tng qu mc. Cn bit r mc gi gii hn m khch hng c th sn lng chi tr. Ngoi ra cng ty cng cn lu rng khch hng c th ngng theo ui nhng gi tr m mt sn phm da vo c s khc bit, hoc trong trng hp i th xy dng mt sn phm vi nhng gi tr tng t. C th l, cc sn phm bnh bng lan ti ca Kinh , c Pht, hay bnh bng lan cc tim bnh kem thng thng hn y cng l mt s khc bit so vi Hura. Ngi tiu dng c th tin rng cc loi bnh bng lan ny c hn s dng ngn ngy bi khng s dng cht bo qun v chng c by bn mt h thng phn phi kh rng ri v thun tin. Cn i vi bnh bng lan cao cp Appolo hoc London, nhn thc ca ngi tiu dng i hai thng hiu ny l hng ngoi cht lng cao. Trong chin lc cnh tranh ny, Bibica cn hiu s khc bit l

s khc bit trong nhn thc khch hng. V su khc bit c tp trung v t nht mt c im ca sn phm. c im ny c th l hu hnh hay v hnh. i vi Hura, c im hu hnh l mt loi bnh bng lan cao cp ngon ming, bt mt, hm lng cht dinh dng cao, c im v hnh l mt loi bnh bng lan ti cao cp u tin Vit Nam c u t vi mt dy chuyn sn xut hin i, m bo v sinh an ton thc phm.