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K HOCH MARKETING

Tn k hoch marketing: "K hoch marketing cho sn phm c

ph lon Birdy".
Sn phm: C ph Birdy. Cng ty: Cng ty Ajinomoto Vit Nam. Ngi chu trch nhim: Nhm 7 - 51KD2. Gm cc thnh vin: Nguyn Th Phc Nguyn Th Hu Nguyn Th Trang Nguyn Mnh Thch Lng Minh Tr inh Th Phng Hunh Th Ngc H
A.

LI M U:

Ngy nay, cc cng ty phi nhanh chng thay i mt cch c bn nhng suy ngh ca mnh v quan nim kinh doanh v chin lc Marketing. Thay v c nhng suy ngh kiu hu x t nhin hng vi th trng th h phi hot ng trong mi trng cnh tranh vi nhng i th lun bin i nhanh chng. Ngoi ra, cng ngh tin tin, o lut mi, nhng chnh sch qun l thng mi mi v s trung thnh ca khch hng ngy cng gim st, c bit l trong giai on gia nhp WTO hin nay ca t nc, cc cng ty ang phi chy ua vi nhau trn mt tuyn ng vi nhng bin bo, lut l lun lun thay i khng c tuyn ch, khng c chin thng vnh cu. H buc phi chy ua khng ngng v hy vng l mnh ang chy theo ng phng hng m h mong mun. Hy n mt thc t ngy nay ngi tiu dng ng trc tnh trng mi chng loi sn phm u c rt nhiu nhn hiu. Cc khch hng li c nhng yu cu rt khc i vi sn phm, dch v v gi c. H c nhng i hi ngy cng cao v cht lng v dch v. ng trc s la chn v cng phong ph nh vy, khch hng s b hp dn bi nhng th hng ha no p ng tt nht nhng nhu cu v mong i ca c nhn h. H s mua hng cn c vo nhn thc v gi tr ca mnh. Chnh v th tc

ng ln nhn thc khch hng bit n v tin tng vo sn phm ca cng ty l rt cn thit v hu ch trong vic to dng s mong mun v quyt nh mua ca khch hng i vi sn phm ca cng ty. Vy th, cng tc Marketing nhng cng ty s nh th no? Marketing tham gia vo nhng quyt nh qun l t trc khi sn phm c thit k v tip tc cng vic ca mnh ngay c sau khi bn sn phm . Nhng ngi lm Marketing pht hin nhng nhu cu ca khch hng l c hi em li li nhun cho cng ty. H tham gia vo vic thit k sn phm v ni dung cc dch v. H c nh hng rt ln n vic nh gi. H tch cc thng tin, c ng cho cc sn phm, dch v v hnh nh cng ty. H theo di s hi lng ca khch hng, khng ngng hon thin cc sn phm v thnh tch ca cng ty cn c theo nhng thng tin phn hi t th trng. Marketing l ht sc c bn n mc khng th xem n l mt chc nng ring bit. N l ton b cng vic kinh doanh di gc kt qu cui cng, tc l di gc khch hng. Thnh cng trong kinh doanh khng phi l do ngi sn xut m chnh l do khch hng quyt nh. Mt khc, th trng C ph ha tan hin nay ang pht trin rt mnh m. Vi nhp sng ang si ng to iu kin cho cc loi sn phm ung lin,tin dng pht trin. V vy, c ph lon Birdy ra i, mi gia nhp vo th trng Vit Nam nn cng cha thc s c nhiu ngi quan tm. to dng hnh nh, thng hiu v tng th phn th cng ty cn c mt chin lc Marketing c th. V th, nhm chn ti l: " K hoch marketing cho sn phm c ph lon Birdy". B. NI DUNG CHNH:

I. Tng quan k hoch:


1. S lc v cng ty Ajinomoto Vit Nam:

Ajinomoto Vit Nam thnh lp t nm 1991, l cng ty 100% vn

nc ngoi, thuc tp on Ajinomoto Nht Bn vi gi tr u t ban u hn 8 triu USD.

n nay, Ajinomoto tr thnh mt trong nhng cng ty ln chuyn

cung cp cc mt hng thit yu cho ni tr v sn phm chc nng. Nm

2008, cng ty cho ra sn phm mi l c ph lon Birdy v ang pht trin mnh vo u nm 2010.

C ph lon Birdy c cng ty a ra th trng, lm i mi mt hng c ph trong nc. Hin cng ty Ajinomoto Vit Nam c hai nh my: Nh my Ajinomoto Bin Ha hot ng t nm 1991 v Nh my Ajinomoto Long Thnh c a vo vn hnh t thng 9 nm 2008. Tng s nhn vin lm vic ti Cng ty Ajinomoto Vit Nam ln n hn 2.500 ngi. 2. Lnh vc kinh doanh ca cng ty:

Ajinomoto l mt cng ty giu truyn thng, chuyn sn xut cc loi ht nm, bt ngt(bt nm v bt nm c hng v), sn phm ph gia(phn bn), dm n, nc st mayonnaise, cht ph gia s dng dm v cht to ngt nng lng. Ajinomoto c mt danh mc sn phm a dng, phong ph, trong , cng ty c bit ch pht trin sn phm c ph lon Birdy, mt loi sn phm c o do Ajinomoto lin kt cng vi tp on Calpis. Cng ty mi vo ngnh c ph nn th phn trong ngnh ca cng ty cn nh, tuy nhin sn phm mi ny do cng ty phn phi ph hp vi gii tr, vi nhp sng vi vng nn rt c tim nng.

3. Th phn ca cng ty trong ngnh c ph:

4. Hin trng c ph lon Birdy:

Birdy l sn phm c ph c cng ty con Ajinomoto Vit Nam phn phi ti Vit Nam ca tp on Ajinomoto Nht bn. N c sn xut t tp on Calpis Thi Lan. Birdy gm 2 loi: c ph en cao cp v c ph pha sa cao cp. C ph lon Birdy l sn phm ca tp on Calpis - mt tp on ln ca Nht Bn chuyn sn xut ung.

C ph lon Birdy c ra mt ti thnh ph H Ch Minh v bt u c sn xut ti Vit Nam t nm 2010.

C ph lon Birdy l c ph ng lon u tin ti Vit Nam

C ph lon Birdy c sn xut theo cng ngh tin tin t Nht Bn gip gi nguyn hng v ca nhng ht c ph Robusta thng hng.

C ph lon Birdy l sn phm cht lng cao v t tiu chun cht lng v sinh an ton thc phm. Gi bn l 7.000/lon;42.000/bch 6 lon. II. Phn tch mi trng bn trong cng ty: 1. S mnh, mc tiu: a. S mnh: " Mang n cho ngi tiu dng Vit Nam mt cuc sng khe mnh v hnh phc". "Ajinomoto Vit Nam lun cam kt cung cp cho ngi tiu dng cc sn phm an ton, cht lng cao, p ng nhu cu to ra nhng ba n ngon cho tng gia nh, gp phn mang n cuc sng hnh phc cho mi ngi cng nh gp phn pht trin nn vn ha m thc Vit Nam". b. Mc tiu: Nhu cu th trng lun lun l th m cng ty Ajinamoto nghin cu, pht trin v mong mun lm tha mn n. i vi tng sn phm, tng giai on khc nhau, cng ty u c nhng chin lc ring c th cho tng sn phm v c ph Birdy cng khng l mt ngoai l. Birdy ang trong giai on bt u xm nhp th trng nn mc tiu chnh ca cng ty l: Xy dng hnh nh, thng hiu trn th trng. Gi vng th phn cng nh lng khch hng trung thnh hin ti. N lc khai thc nhng phn khc th trng khc, c gng m rng th phn. Theo nh nghin cu mi y, th trng c ph ha tan mi chim 1/3 sn lng c ph tiu th nhng tc tng trng li rt cao (t 20%-25%/nm). Bn cnh , m bo mc tiu tha mn nhu cu th trng, nhu cu cng ng cng nh nhu cu ni b doanh nghip th cng ty s tp trung vo tng doanh thu v li nhun trc thu thng qua vic tng mc nhn bit nhn hiu v th phn. Con s c th c nu di y: Doanh s bn: 13.500.000 (sn phm)

Doanh thu: 5.000.000 USD (nm 2010) Th phn: 3% tng th phn caf ha tan ti Vit Nam Mc nhn bit sn phm: 35% lng khch hnh mc tiu 2. Thng tin v nhn s ca cng ty: Tng s nhn vin lm vic ti Cng ty Ajinomoto Vit Nam ln n hn 2.500 ngi. 3. Danh mc cc sn phm ca cng ty: N lc ht mnh v nhu cu khch hng, Cng ty Ajinomoto Vit Nam lun quan tm, nghin cu v vn ha m thc ca ngi Vit tm ra nhng chng loi sn phm gia v vi cht lng tt, an ton v ph hp khu v nht. T sn phm Bt ngt AJI-NO-MOTO thng dng, Cng ty a ra thm nhiu sn phm ph hp v tin dng vi cuc sng hin i: Bt ngt cao cp Aji-plus; ht nm Aji-ngon, Ht Tht Heo; gia v dng lng (Gim go LISA, Xt mayonnaise LISA, Nc tng LISA, Xt tng LISA).

Birdy l sn phm c ph ng lon mang phong cch hin i c lm t nhng ht c ph thng hng. Sn phm c mt trn th trng do cng ty Ajinomoto Vit Nam phn phi t nm 2008.

Ti Thi Lan, c ph lon Birdy do cng ty Ajinomoto phn phi l thng hiu c ph ng lon s 1 gn 20 nm. Hin ti, sn phm cng ang c bn ti Indonesia v Campuchia. C ph lon Birdy l sn phm cht lng cao v hp v sinh c sn xut theo cng ngh tin tin t Nht Bn; c sn xut ti nh my Calpis Ajinomoto Beverage Thi Lan; do Cng Ty Ajinomoto Vit Nam nhp khu v phn phi. 4. V th ca cng ty trn th trng:

Ajinomoto l mt trong nhng cng ty ln chuyn cung cp cc mt hng thit yu cho ni tr v sn phm chc nng. Hin nay, tp on Ajinomoto c chi nhnh hot ng t ti 23 quc gia v khu vc. Ti Vit Nam sn phm chnh thc c mt ti th trng t nm 1991 khi Cng ty Ajinomoto Vit Nam thnh lp, n nay sn phm c tiu th ti hu ht cc tnh thnh trn c nc. 5. Uy tn, n tng i vi khch hng: Chng l g khi thng hiu Ajinomoto c mt trn th trng th gii gn 1 th k, thnh hnh trn hng trm quc gia v lnh th nh hin nay. sn phm c ngi tiu dng chn la v tr thnh mt nhu cu thit yu nh hin nay, Ajinomoto tm cho mnh nhiu hng i ring. Ngay t nhng ngy u thnh lp, Ajinomoto xc nh r l cung cp sn phm t cht lng tt nht, vi dch v tt nht nhm mang n cuc sng tt p hn cho mi ngi. V sn phm ca Ajinomoto tng bc chinh phc ngi tiu dng khp ni trn th gii, tr thnh sn phm khng th thiu ca ca mi gia nh. 6. H thng phn phi, tiu th sn phm: Tp on Ajinomoto hin c 136 cng ty con v 20 cng ty thnh vin trn khp th gii, hot ng trong ba lnh vc chnh l Thc phm, Axit amin v Dc phm & Sc khe. Nh my sn xut ca Tp on c mt ti 22 quc gia v vng lnh th trn th gii. Vi mng li phn phi rng khp v lm vic hiu qu, cc sn phm ca Tp on c phn phi ti 130 quc gia v vng lnh th trn th gii, trong c Vit Nam v sn phm ca Ajinomoto c mt gn nh tt c cc tnh thnh trong c nc, vi nhiu h thng phn phi khc nhau.

Cng ty phn phi qua knh phn phi sn c ca cng ty Ajinomoto Vit Nam vi 15.000 i l trn ton quc. C ph lon Birdy hin c mt ti hn 16.000 ca hng ti TP.HCM, H Ni v cc vng ln cn. Ngoi ra, c th tm thy Birdy ti cc my bn nc gii kht t ng ti TP.HCM. Ngoi ra. phi tn dng trit nhng trung gian bn hng hin c m cng ty Ajinamoto ang hp tc tip tc thng lng v m rng thm cc trung gian bn hng khc. Cng ty kt hp c 3 kiu knh phn phi ph bin hin nay nhm to thun li cho c doanh nghip, cc trung gian bn hng v ngi tiu dng trong vic la chn hnh thc mua hng ca cng ty mng li tt c cc siu th, cc ch ln trn ton quc. 7. Hot ng nghin cu, pht trin: Vi phng chm pht trin da trn mi trng bn vng, ngay t khi bt u hot ng ti Vit Nam, Cng ty xy dng nh hng mi trng, l phn u t c s ho hp gia hot ng sn xut kinh doanh ca Cng ty vi vic bo v cng nh lin tc ci thin mi trng nhm gp phn mang n s pht trin bn vng mi trng v x hi. Vi nh hng ny, Ajinomoto Vit Nam t u xy dng h thng qun l mi trng EMS (Environment Management System), t chc qun l mi trng theo tiu chun ISO 14001: 2004 v Ajinomoto Vit Nam l mt trong nhng Cng ty Vit Nam u tin nhn c chng ch ISO v mi trng vo nm 2001. Ngoi ra, i vi c ph Birdy, cng ty nghin cu v cho ra i cc loi hng v khc nhau, hon ton khng ging nh hng v nh ban u. 8. Tnh hnh sn xut ca cng ty:

Cng tin hnh sn xut cc sn phm trong danh mc sn phm ca cng ty. Cng ty Ajinomoto Vit Nam xy dng v thc hin m hnh Kinh doanh hng n mi trng B2N (Business to Nature) v Kinh doanh hng n x hi B2S (Business to Society). Kinh doanh hng n mi trng B2N y mnh pht trin v cung cp nhng sn phm v cng ngh hn ch ti a nhng tc ng ca hot ng kinh doanh i vi mi trng, cng nh gii quyt nhng vn mi trng, c bit l nhng vn lin quan n s a dng sinh hc. M hnh kinh doanh hng n x hi B2S tng cng truyn ti nhng thng tin v hot ng v mi trng n cc c quan hoc c nhn, bao gm khch hng, nh cung cp, cc t chc. Ajinomoto Vit Nam cng vi nhng i tc s gp phn vo s nhn thc chung v mt x hi bn vng thng qua i thoi di nhng hnh thc khc nhau, v y mnh cung cp nhng sn phm, dch v, cng ngh v thng tin thn thin vi mi trng. Vi nguyn liu u vo l nguyn liu t nng nghip phc v cho sn xut, bng cng ngh hin i, tin tin, Ajinomoto Vit Nam nghin cu sn xut ra sn phm phn bn hu c sinh hc Ami-Ami phc v cho u ra l sn xut nng nghip, cung cp ngun dng cht di do gip ci to t, s dng cho cy cng nghip, rau v nhiu loi cy trng khc to ra nhiu sn phm cht lng cao. 9. Tnh hnh ti chnh: Vn u t ban u l 8 triu USD 10. Tnh hnh t chc qun l cng ty Vt qua nhng kh khn ban u, chi b ng cng ty Ajinomoto Vit nam tr thnh mt trong nhng c s c ng b khi doanh nghip nh gi l t chc c s ng vng mnh, c bit y l doanh nghip 100% vn u t nc ngoi.

c thnh lp t nm 1991 theo hnh thc lin doanh gia Vifon v tp on Ajinomoto Nht Bn n nm 2004, cng ty Ajinomoto chuyn sang hnh thc 100% vn nc ngoi. T m hnh l chi b ng ca cng ty nh nc chuyn sang hot ng theo m hnh mi lin doanh, ban u ng u cng ty Ajinomoto Vit Nam gp khng t kh khn. Ngoi ra, do cha thng hiu hot ng ca t chc ng v cc on th trong doanh nghip nn ban gim c cng ty t ra e ngi cc t chc on th s xi gic ngi lao ng nh cng, gin cng i quyn li Nhng iu ny nh hng khng t n t tng nhiu ng vin, mt s cn dao ng v khng bit t chc c tn ti c hay khng. Khc phc kh khn, chi b tm cho mnh hng i ring, ph hp. Bng nhng hot ng c th nh ng vin cn b ng vin v ngi lao ng tham gia cc phong tro, sng kin trong lao ng, sn xut: hc tp v vn hnh tt cng ngh sn xut, qua nng cao nng sut, cht lng sn phm, tit kim nguyn liu lm thay i quan im, to n tng tt vi qun l pha Nht Bn cng nh nim tin ca cn b, cng nhn i vi t chc ng v cc t chc on th khc trong cng ty. Nhng kt qu ban u ny tr thnh ng lc chi b ng ca cng ty phn u, n lc xy dng t chc ca cng ty ngy cng vng mnh. Vi nhng kt qu t c, ban gim c cng ty ngy cng tin tng v to iu kin cho t chc ng duy tr hot ng nh h tr kinh ph, thi gian sinh hot. Cng qua cc phong tro ny, chi b pht hin nhiu c nhn tiu biu a vo bi dng v pht trin ng vin mi. T 10 ng vin ban u ch yu l nhn vin bo v, th kho vi nng lc chuyn mn hn ch th n nm 2000 pht trin thnh ng u c 6 chi b trc thuc vi 53 ng vin v hin nay tng s ng vin

tng ln 55 ng ch trong trnh trung cp l 5 ngi, cao ng 1 ngi, i hc 12 ngi v trn i hc l 2 ngi. Nhiu ng ch ng vin ang nm gi v tr quan trng nh gim c nh my, trng phng, trng ca, nhm 11. Cc k nng v marketing Gm c cc k nng marketing sau: a. K nng phn khc th trng b. K nng la chn th trng mc tiu c. K nng xy dng sn phm mi 12. Mi quan h vi cc t chc bn ngoi: Cng ty tham gia nhiu hot ng cho x hi nh: trao cc qu hc bng cho hc sinh vi tn gi "Ajinomoto - cho em n trng", y l hot ng thng nin ca cng ty v Hi Khuyn hc tnh ng Nai, cc sut hc bng ny tuy c gi tr nh, nhng phn no gip cho cc em vn ln nhiu hn na trong hc hnh ca mnh. Vi nhng ng gp ca cng ty trong cng tc bo v mi trng, gi gn mi trng xanh , sch, p...th cng ty Ajiinomoto Vit Nam c B Ti Nguyn - Mi Trng v Hi Lin Hip cc Hi Khoa hc v K thut Vit Nam trao tng cho cng ty gii thng v mi trng" thng hiu xanh". Gii thng ny khng nh v tr mt thng hiu lun n lc ci tin v bo v mi trng, ha cng thin nhin to nn mt mi trng xanh sch, gp phn mang n cho x hi mt cuc sng tt p hn. II. Phn tch mi trng bn ngoi cng ty: 1. Thng tin chung v th trng: Th trng c ph ca nc ta ngy cng tr nn si ng, cc hng c ph khng ch cnh tranh vi nhau v mt thng hiu m cn cnh tranh v cht lng sn phm, mu m, kiu dng bn ngoi...

C ph Birdy c th c coi l "thnh vin mi" trong ngnh c ph ca nc ta. Chnh v iu ny m vic to c thng hiu v nh v c thng hiu trong tm tr ngi tiu dng l v cng quan trng i vi cng ty. Nu cng ty mun tn ti v pht trin c th nh qun tr ca cng ty phi c mt chin lc marketing cho ph hp cng ty c sc cnh tranh trn th trng nht l i vi mt sn phm nh c ph Birdy. 2. Tnh hnh cnh tranh: Tn ti gia th trng y bin ng cng nh s cnh tranh vi nhng i th nh Vedan, Masan, Unilever Bestfoods & Elida P/S, Cng ty Ajinomoto Vit Nam xem cht lng sn phm l vn then cht. Cng ty khng ngng u t thit b, cng ngh hin i v tin tin ca Nht Bn, p dng quy trnh qun l cht lng ISO 9001:2004. Thm vo , Cng ty cn xy dng v p dng h thng kim sot ri ro v v sinh an ton thc phm (HACCP), ng thi tun th nghim ngt tiu chun cht lng m tp on Ajinomoto ra. Qua nhng sn phm cung cp trn th trng lun m bo v cht lng mc cao nht. i th cnh tranh: i th cnh tranh trc tip ca c ph lon Birdy l Vinamilk c ph. V cng vi Ajinomoto, Vinamilk cng tung ra th trng Vit Nam mt sn phm c ph lon. i th cnh tranh cp 2 l Nescafe, c ph Trung Nguyn nhng hng cng kinh doanh trong lnh vc c ph ti Vit Nam, tuy cha c san phm c ph lon nhng khch hng cng c nhiu la chn hn vi cc sn phm c ph phin v c ph ho tan ca nhng hng ny.

3. Nng lc cung cp sn phm: Chng l g khi thng hiu Ajinomoto c mt trn th trng th gii gn 1 th k, thnh hnh trn hng trm quc gia v lnh th, tht vy, hin nay, Ajinomoto c mt ti 23 quc gia v khu vc lnh th trn ton th gii, ti nc ta, Ajinomoto c mt ti tt c cc tnh thnh trong c nc qua , chng t nng lc cung cp sn phm rt ln ca cng ty ny. 4. Th trng mc tiu: Cng ty Ajinomoto hng vo cc mc tiu sn phm ca mnh phc v cho tt c cc gia nh Vit Nam v gia v l mt th khng th thiu trong i sng hng ngy ca ngi dn. Sn phm c ph Birdy ra i vo nm 2010, nhm phc v cho ngi dn Vit Nam, nht l i vi nhng ngi lm cng s, l nhng ngi chu p lc vi cng vic hng ngy ca mnh v cn c mt khong thi gian tnh to c th tip tc cng vic ca mnh mt cch c hiu qu hn. 5. Ngun nguyn liu u vo: T nhng ngun nguyn liu thin nhin di do vi cng ngh hin i, tin tin ca Nht Bn, Cng ty Ajinomoto Vit Nam sn xut ra nhng sn phm cht lng, an ton cung cp cho hng triu ngi tiu dng Vit Nam trn khp mi min t nc. Ngoi ra, Ajinomoto Vit Nam cng nhp khu mt s sn phm thc phm phc v nhu cu a dng ca ngi tiu dng, trong c c ph lon Birdy. 6. Tc ng ca cc nh ch php l ca nh nc: T chc ng trong cng ty gio dc chnh tr t tng, thc hin vic trin khai hc tp cc ch trng chnh sch, ch th, Ngh quyt ca ng, chnh sch php lut ca nh nc, gio dc truyn thng cch mng, tuyn truyn v k nim cc ngy l ln trng i ca t nc,

ca dn tc lm cho phong tro si ng qua li ko ng vin mi ngi tch cc lao ng hc tp, rn luyn, on kt, chp hnh ng ng li, ch trng, chnh sch ca ng, php lut ca Nh nc v cc nhim v, ni quy, quy nh ca Cng ty. III. Phn tch ma trn SWOT im mnh: - Birdy mang hng v c o ca c ph Robusta - ng lon bt np tin dng,thng thc nhanh chng. - Sn xut vi cng ngh tin tin t Nht Bn, t cht lng cao, hp v sinh an ton thc phm. - C h thng phn phi rng khp - C tim lc ti chnh ln im yu: - Khng ph hp vi nhng ngi quen vi cch thng thc c ph truyn thng. - Do sn xut bng c ph nguyn cht nn c th b lng cn. -Cn non tr trong ngnh c ph. C hi: Nhp sng ngay cng si ng cng vi xu hng pht trin mnh m ca x hi. Thch thc: - S ln mnh ca cc nhn hiu c ph ln ti Vit Nam. - Bc u thm nhp th trng, phi chu s cnh tranh khc lit gia cc cng ty ch bin c ph. V. Phng n chn la cho k hoch Marketing: Da trn kt qu phn tch S.W.O.T v mc tiu chin lc ra, phng n m cng ty chn l: Pht trin thm th trng mi vi sn phm hin c.

Phn khc th trng:

Khch hng mc tiu ch yu l nhng ngi lm vic cng s, cc li xe, tui t 22 n 50 tui, yu cu cng vic cn s tnh to, t c thi gian rnh ri.
Vng, a bn kinh doanh:

Th trng mc tiu l cc thnh ph ln nh: H Ni, TP H Ch Minh, Nng, cc tnh thnh c nn kinh t tng i pht trin trong c nc. Sn phm hin c l: Birdy Robusta C ph pha sa . Birdy Robusta Black C ph en. Xp hng mc thun li Cc yu t thun li thc hin chin lc C h thng phn phi rng khp. (Da trn nng lc sn xut v tim lc ca cng ty: cho im xp hng theo thang im 10) 10

Sn xut vi cng ngh tin tin t Nht Bn, t cht lng cao, hp v sinh an ton thc phm.

Gi c ph hp vi ngi tiu dng (7.000/lon; 42.000/lc 6 lon). ng lon bt np tin dng, thng thc nhanh chng. C tim lc ti chnh ln.

VI. Kim tra, thm nh tnh kh thi: Chi ph thc hin D kin kt qu t c Mc kh thi theo tnh ton (Xp hng tng i) Phng Pht mi vi n: 2,5 trin USD sn triu Doanh s bn: Cao (100%) 13.500.000 (sn phm). Doanh thu: 5.000.000 USD (nm 2010). Chim c 3% th phn c ph ha tan v chim c lng tin ca khch hng. Tng i cao. Mc kh thi trn thc t (Xp hng tng i)

(cn bao nhiu % th cn da vo kt qu ca k hoch).

thm th trng phm hin c.

VII. Cc chin lc Marketing: Cn c vo kt qu phn tch trn, cng ty quyt nh xy dng cc chin lc, chng trnh marketing c th nh sau: Sn phm: C ph lon Birdy. Th trng: cc thnh ph ln v cc tnh c nn kinh t tng i pht trin. Mc tiu kinh doanh: tng doanh s, th phn, li nhun, xy dng hnh nh, thng hiu v ch yu l thm nhp th trng. 1. Chnh sch sn phm:

M t sn phm: a) Thuc tnh v cht lng: Birdy * L loi c ph mang hng v ha quyn c o ca nhng ht c ph Robusta thng hng cng v ngt du nh nhng. * L loi c ph ung lin c ng trong lon, bt np tin dng. Khch hng c th ung trc tip, khng cn chun b, sng khoi tc th. * L cch thng thc c ph nhanh nht, hn bt k loi c ph no khc, mang n ngun cm hng bt tn mi lc mi ni. * L sn phm cht lng cao v hp v sinh c sn xut theo cng ngh tin tin t Nht Bn.
b) Bao b, kch c, chng loi:

c) Cng dng: Vi thnh phn chnh l nhng ht c ph Robusta c chn lc k cng, c ph lon Birdy cng s mang n cho khch hng mt hng v c ph mi cng v ngt du tinh t ph hp vi khu v ngi Vit Nam. C ph lon Birdy hin c 2 hng v cho khch hng la chn: Birdy Robusta C ph pha sa cao cp c lm t s ha quyn c o gia c ph Robusta thng hng v sa ti nguyn cht. Birdy Robusta Black C ph en cao cp mang n hng v c ph Robusta m

nh mong i. Hy tri nghim hng v ha quyn c o mi ca Birdy thm sng to. 2. Chnh sch gi: Hin ti, c ph Birdy c 2 loi l: c ph pha sa cao cp v c ph en cao cp. Gi bn trn th trng l 7000 ng/lon (dung tch 170ml), mt lc 6 lon gi 42.000 ng. Mc tiu nh gi: xut pht t mc tiu Marketing l xy dng hnh nh, thng hiu v tng th phn. Phng php nh gi: nh gi theo gi tr cm nhn tc l da vo s chp nhn ca khch hng l chnh.

Cch nh gi theo gi tr: Khch hng

Gi tr

Gi

Chi ph

Sn phm

Thay i gi, iu kin thanh ton:

+ S c nhng khuyn mi dnh cho khch hng mua Birdy vi s lng ln: gim 7% gi cho l 30 lon, 10% cho thng 60 lon. + C th thanh ton trc tip bng tin mt, th ATM hoc mua hng trc tuyn qua in thoi Internet.
3. Chnh sch phn phi:

C ph lon Birdy hin c mt ti hn 16.000 ca hng ti TP.HCM, H Ni v cc vng ln cn. Ngoi ra, c th tm thy Birdy ti cc my bn nc gii kht t ng ti TP.HCM. Mt khc. phi tn dng trit nhng trung gian bn hng hin c m cng ty Ajinomoto ang hp tc tip tc thng lng v m rng thm cc trung gian bn hng khc. Cng ty kt hp c 3 kiu knh phn phi ph bin hin nay nhm to thun li cho c doanh nghip, cc trung gian bn hng v ngi tiu dng trong vic la chn hnh thc mua hng ca cng ty mng li tt c cc siu th, cc ch ln trn ton quc.

S v cc kiu knh phn phi

Nh sn xut

Knh trc tip/ khng cp

Ngi tiu dng Nh bn l

Knh gin tip 1 cp

Knh gin tip Knh di

Knh gin tip 2 cp

Nh bn bun

i l/ Mi gii Nh phn phi

V khuyn khch m rng th trng th cng ty Ajinomoto s m rng mng li hu khp c nc bng cch ph sng cc siu th v i l bn l chit khu, h tr cho cc i l v c chnh sch hu mi ph hp. C th Ajinomoto s tin hnh chit khu 10% / nm tnh trn doanh s bn cho cc nh bn bun v tin hnh chit khu 5 %/nm tnh theo doanh s cho cc i l bn l thc y vic bn sn phm ti tay ngi tiu dng. Trch 1% doanh thu cho cc chng trnh quan h nh phn phi nh m hi ngh cc nh phn phi, t chc tng chuyn du lch , trao gii nh phn phi Diamond, gold, silver.nhm khuyn khch bn hng. Trn y l nhng bin php khuyn khch trong chin lc c c rt v m bo s cng bng gia nh trung gian vi cng ty Ajinomoto cng nh gia nhng nh trung gian bn hng vi nhau cng ty cng a ra chin lc cy gy nh: + Gim tin trit khu, gim thng cui nm. + Xa hp ng lin kt hp tc gia 2 bn.

+ Bt bi thng thit hi thm ch truy t trc php lut. + p dng i vi nhng trung gian i l, c nhn c hnh vi lm nh hng ti hnh nh thng hiu ca sn phm Birdy.
4. Chnh sch chiu th:

Thng ip truyn thng x hi ngy cng pht trin, cuc sng ngy cng nhn nhp, hi h v hy Birdy ng hnh cng cc bn. Caf Birdy - sn sng trong tch tc. Cng c truyn thng: Quan st thc t cng ty c th khng nh: khch hng s l knh qung b tt nht cho sn phm ca cng ty. V vy, cng ty s dng kt hp gia chin lc ko v y xy dng v th cho sn phm trn thng trng, ng thi cng tng doanh thu v th phn. V nhn vin cng s l khch hng chim s lng ln, h c c th thng xuyn lt web khi lm vic, trao i, tho lun v sn phm mi tt, p,.vi cc ng nghip nn cng ty c bit ch trng vic qung co, tip th trn nhng trang web nhiu ngi truy cp nh Dn tr, Vietnamnet, Tp ch thi trang tr, Tp ch mt & cuc sng.. V vy dnh cho n 40% ngn sch Marketing thc hin(1 triu USD).

Qung co trn tp ch, bo v sc khe, dinh dng, lm p, thi trang nh bo Gia nh v x hi, tp ch Phi p hay tp ch Sc khe gia nh.

Chng trnh kin thc tiu dng trn TV, chng trnh qung co trn cc knh VTV1, VTV2, VTV3 ca i truyn hnh Vit Nam. Thi lng qung co khong 1 pht, trong 3 thng u tn s xut hin khong 7- 10 ln/ ngy, 3 thng sau s l 3- 5 ln/ ngyCc chng trnh qung co phi mang thng ip gi c v cht lng m bo cho ngi tiu dng.

Thit k cc dng logo p, n tng mang thng ip ca cng ty, treo nhng ni cng cng nh cng s, siu th, ng ph c ng ngi qua li (0.5 triu USD chim 20% ngn sch Mareting).

T chc trng by, gii thiu sn phm cc siu th v i l ln, kt hp dng th, tng thng gy s ch ca ngi tiu dng. Ngoi ra cn tham gia cc hi ch v thng hiu v cht lng mang tm vc ln khng nh cht lng cng nh hnh nh ca cng ty trong ci nhn cu khch hng(0.25 triu USD chim 10% ngn sch Marketing).

VIII. K hoch kinh ph: n v tnh: triu USD c lng tng doanh thu k hoch (S lng tiu th x Gi bn) Cc khon chi ph a. Nghin cu pht trin b. Vt t nguyn liu c. Trang b k thut d. T chc, iu hnh qun l chung
e. Thng tin lin lc

S tin 5

0.25 0.2 0.2 0.1 0.1 1 0.5 0.25 0.2

f. Qung co g. Lc lng bn hng h. Khuyn mi i. Tuyn truyn

Chi ph khc 0.2

D kin li nhun thu c(Tng thu Tng chi)

IX. K hoch pht trin ngun nhn lc:


S lao ng d kin tuyn dng thm: 200 ngi. Chi ph o to, tp hun chuyn mn: 0.2 triu USD. Chng trnh o to chuyn mn:

M nhng kha o to v cc k nng cn thit cho cng vic m h ang lm .

C ngi i o to hun luyn v chuyn mn ti cc trung tm. X. Lch thi gian lm vic: Thng Nghin cu th trng Son tho k hoch Xy dng cc 1 x x 2 x x 3 4 5 6 7 8 9 10 11 12

chng trnh c th Pht trin sn phm Pht trin cc chin lc khc K hoch qung co khuyn mi Xy dng h thng phn phi Lp k hoch tuyn dng ngun nhn lc Xy dng chng trnh o to chuyn mn

x x x x x x

C. KT LUN: Hot ng lp k hoch Marketing l hot ng quan trng khng th thiu trong k hoch pht trin tng th ca doanh nghip. Vic nghin cu k hoch Marketing ca Cng ty Ajinamoto ni ring (sn phm c th l C ph Birdy) v tt c cc cng ty khc s gip cho chng ta c th so snh kin thc c hc vi thc t. T rt ra nhng kinh nghim cho bn thn sau ny c th ng dng lm vic c tt hn. Do y l ln u tin nghin cu v vn ny, nn trong qu trnh hon thnh chc chn khng th trnh khi nhng thiu st. Nhm chng em rt mong nhn c ng gp kin ca thy gio v cc bn chng em c th hon thin hn ti ny.

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