PHN TCH MI TRNG V M

Mi trng v m l nhng yu t x hi rng ln tc ng n cc yu t mi trng vi m ca doanh nghip.T , doanh nghip da trn cc tc ng ny s a ra nhng chnh sch, hot ng kinh doanh ph hp. Cc yu t l dn s, kinh t, t nhin, cng ngh, php lut v vn ha.Chng ta hy cng phn tch xem cc yu t v m ny nh hng n vic kinh doanh xe my ti Vit Nam ca Suzuki nh th no nh! 1. Mi trng nhn khu: Gia tng v qui m dn s: Theo bo co ca Tng Cc Thng k nm 2009, dn s Vit Nam gn 86 triu ngi, t l gia tng dn s l 1.2%. Vit Nam hin ng th 14 trong s nhng nc ng dn nht th gii. Nh vy, vi dn s ngy cng ng th nhu cu s dng phng tin i li Vit Nam ngy cng nhiu, nhng s thch ca mi ngi li rt khc nhau. Cho ti thi im ny, ti Vit Nam, Suzuki cho ra i 8 loi xe trong khi s loi xe my Honda l 13, mt s chnh lch kh ln. V th m Honda chim th phn a s trn th trng xe my hin nay. Mt thch thc t ra cho Suzuki l phi sn xut ra nhiu dng sn phm hn v ph hp vi nhu cu ca i chng.

C cu dn s nc ta l c cu tr, hn 66% dn s thuc tui t 15->59. Do nhu cu v xe gn my cng dn thay i v khc bit, mt b phn c xu hng thch cc dng xe c mu m mang phong cch tr, nng ng, mt b phn khc li thch s thanh nha a s gii tr a chung cc loi xe mang phong cch tr trung, nng ng v snh iu nn hu ht xe my Suzuki u c thit k vi kiu dng mnh m, c tnh v mu sc hin i, hp thi trang, chng hn nh Suzuki va tung ra b su tp Night Rider vi c ba dng xe Hayate, Revo v X-Bike trong mt mu en bng n tng v y c tnh, dnh cho khch hng thch iu khin nhng chic xe tht s c o gp phn to nn s n tng v c tnh ring cho chnh mnh.

Xe Suzuki Hayate mu en bng thuc b su tp Night Rider y c tnh.

S mt cn i gii tnh, nhn chung dn dn thu hp. Tuy nhin, chnh lch gii tnh khi sinh cao, c th to nn s thiu ht n trong tng lai. Theo Kt qu tng iu tra Dn s v nh Vit Nam 2009, t l gii tnh khi sinh l 110.5/100, tc c hn 110 tr em trai c sinh ra trn 100 tr em gi ca mt thi k. S dn mang gii tnh n c kh

nng t i hn nn cng cn dnh nhiu s quan tm n h, hn na, ph n ngy nay gp phn ng k n s pht trin ca x hi. Khng ch n ng, ph n cng c nhu cu s dng xe my cho cc mc ch khc nhau nh i lm, mua sm, n con.Th nhng, nhng nh Suzuki li t quan tm n iu ny. Nhng dng xe thuc Suzuki a s mang kiu dng mnh m, kch thc ln khng thch hp cho ph n s dng. H thng a chung loi xe nh gn, mu sc trang nh nh Lead ca Honda, Mio ca Yamaha.

Xe tay ga Mio Classico ca Yamaha vi thit k nh gn, khi lng nh, nhiu mu sc ph hp vi gii n.

Suzuki cn cho ra i nhng sn phm mi dnh ring cho ph n, c o hn v mang m nt c trng ca cng ty. Nh vy, Suzuki s ngy cng c yu thch, p ng tt hn nhu cu ca th trng.

C cu dn c nc ta hin nay c trnh vn ha cao hn: Khi mun mua mt chic xe gn my, ngoi vic cn nhc gi c, khch hng cn quan tm n cc yu t khc nh s thoi mi, tin dng v an ton ca xe. Hiu c nhu cu ca khch hng, Suzuki cho ra i sn phm Suzuki SkyDrive dng xe tay ga ca tng lai. S kt c o gia thit k sc so gc cnh v cng ngh tin tin trong ng c to ra mt dng xe tay ga mnh m, tin dng, thng minh, tit kim nhin liu hn. Qua cc cuc kho st ca Vit Nam Suzuki trong sut 1 nm qua, im hi lng nht ca Suzuki Skydrive mang li cho khch hng l kh nng tng tc cc nhanh ca ng c, nhiu khch hng b chinh phc bi kh nng tng tc qu ngt v qu bc m Suzuki Skydrive mang li.

S chuyn dch v dn s: Mt hin thc ng ch Vit Nam chnh l vic dn chng tp trung vo cc th ln nh TP.HCM, H Ni.... gy nn tnh trng qu ti nhng ni ny. D thy hn c l vo gi cao im, nn kt xe ko di hng gi l iu khng th trnh khi. V Suzuki Revo 110cc - mt s la chn tuyt vi khi bn mun c mt chic xe gip bn d dng vt qua khi m ng lc kt xe. Dng xe thon gn, khe khon, linh hot, ph hp vi mt giao thng ng c th. Suzuki rt nhy bn nhn ra c

hi tung ra sn phm mang tnh nng vt tri ny, ph hp vi hon cnh thc t Vit Nam.

Xe Suzuki Revo

2. Mi trng kinh t

Thu nhp trung bnh ca ngi dn nc ta ngy cng ci thin. GDP bnh qun u ngi ca Vit Nam nm 2010 l 1.168 USD . Nh vy, trong 5 nm 2006 - 2010, tng thu nhp bnh qun u ngi trong nc tng 1,6 ln tng ng 438 USD. Vi mc thu nhp khc nhau th kh nng chi tiu ca ngi dn cng khc i. Cc nh Marketing ca Suzuki nhn bit c xu hng tng ln v thu nhp trong dn chng to ra mt sc mua cao hn trn th trng, bn cnh cng dn n nhng nhu cu, mong mun khc bit hn t pha ngi tiu dng. H c th i hi nhiu hn hay sn sng b ra mt s tin cao hn cho cc yu t cht lng, tnh tin dng, tnh thm m hay gi tr tinh thn do sn phm mang li. n u xu th, cng ty va tung ra sn phm mi Suzuki Hayate phin bn c bit. y l mt sn phm hon ho c c nh s kt hp tinh t gia v p sang trng trong thit k tem xe v s cao cp trong ngh thut phi mu. Hn th, iu kin tiu chun mc tiu hao nhin liu ca Hayate l 45,6 km/lit xng mt mc tiu hao nhin liu n tng i vi bt c dng xe tay ga no. Xe c ngn cha rng ri, tin li v a dng, c th ng cng lc 2 nn bo him tiu chun ca Suzuki cng nhiu vt dng c nhn khc. Hayate tng cng tnh nng an ton: xe ch n my khi chng c gt ln. Kho trung tm kt hp vi kho yn xe cng mt v tr, an ton v tin li vi np ng m, gip chng trm v ngn nc ma hiu qu. Suzuki Hayate - sang trng & cao cp, tit kim nhin liu, tin dng &an ton, p ng c hu ht cc yu cu ca ngi tiu dng hin nay.

Do iu kin kinh t c ci thin nn ngi dn s c nhu cu mua xe cho cc thnh vin cn li trong gia nh. V d, cha m mun mua xe cho con ci l hc sinh - sinh vin i hc, khng cn phi a n hng ngy. Nhng ngi con c xu hng chn

cc loi xe kiu dng nh gn, nng ng v mu sc hp thi trang. Trong tt c sn phm ca Suzuki ti Vit Nam, chng ta c th thy rng ch mi xe s Revo Smash 110cc l thch hp nht. Kiu dng ca xe tuy nh gn nhng li mang v nam tnh, ch c 3 mu en, , nu, nhng mu hi ti v khng tht tr trung, khng thch hp vi cc bn n. Bn cnh , xu hng chy xe tay ga hin nay rt c a chung. Trong khi xe tay ga ca cng ty c kch thc ln, nng, khng ph hp vi th trng cc hc sinh - sinh vin. Ln ny, Suzuki li t ra thua km so vi cc i th ca mnh: Honda ngoi c dng xe s Wave cn c Click Exceed , c Click Play 108cc, thit k gn nh, nhiu mu sc tr trung nh hng, xanh, vng,dnh cho nam ln n, nhiu s la chn cho hc sinh - sinh vin; Yamaha cng a ra sn phm xe tay ga Cuxi 100cc c o, d iu khin, to cm gic thoi mi v an ton cho ngi s dng. Nhu cu mua xe ca hc sinh - sinh vin ngy nay l rt ln, v y s l c hi ngn vng cho ai bit nm bt tm l tiu dng ca gii tr. Thit ngh, Suzuki nn quan tm hn n lc lng ng o ny nhm m rng th trng, thng hiu c nng ln tm cao mi.

Nh cc bn bit, nn kinh t Vit Nam vn ang i mt vi tnh trng lm pht. Theo s liu ca Tng Cc thng k cho thy lm pht na u nm 2011 nc ta ln n 13.29%. Vic gi c hng ha leo thang lm cho kh nng chi tiu ca ngi dn hn hp i. Th trng xe my t tr nn v cng m m. kch thch nhu cu tiu dng, Suzuki a ra nhiu chng trnh khuyn mi nh: Bn ng Mi, n Nm Hc Mi, h tr 500.000VND l ph trc b v Tng ngay b qu tng o ma & Nn bo him cao cp Suzuki cho tt c tn sinh vin mua xe Suzuki Hayate, Suzuki Skydrive, Suzuki X-Bike; chng trnh khuyn mi Tng 6 bnh nht cho qu khch hng khi mua xe..... hay gim gi sn phm nh Suzuki Skydrive: 22 - 23 triu ng/xe, ty loi (gim hn 1 triu ng), Hayate: 23,2 - 24,4 triu ng/xe (gim gn 1 triu ng), X-bike: 22 triu ng (gim gn 1 triu ng)* Vic gi c hng ha tng cao, chu nh hng nhiu nht chnh l ngi dn c mc thu nhp trung bnh-thp, in hnh l tng lp cng nhn. Cuc sng vn khng d d nhiu nay h cn phi cht chiu hn. H lun m c c mt chic xe chy thoi mi, an ton v c bit gi c phi chng p ng nhu cu i li hng ngy. Hiu c nhu cu th trng, Suzuki cho ra i sn phm xe s Suzuki Revo 110cc, kiu dng c o, mi l, ng c mnh m, bn b, tit kim nhin liu vi gi hp dn 14.800.000VND sn phm ca cng ty gn gi hn vi ngi dn v cnh tranh vi dng xe Wave ca Honda cng nhm ti tng lp thu nhp trung bnh nhng gi mt chic xe Wave thp nht l 14.990.000, vn cao hn ca Suzuki.

* Ngun http://cafef.vn/20110818084416133CA33/thi-truong-xe-may-the-chan-vac.chn Cc thng tin v xe ly t:

1. 2. 3.

http://www.suzuki.com.vn http://www.honda.com.vn http://www.yamaha-motor.com.vn

3. Mi trng t nhin:

Nh chng ta bit, du m ch yu dng sn xut du ha, diezen v xng nhin liu, khong 88% du th dng sn xut nhin liu, 12% cn li dng cho ha du. Do du th l ngun nng lng khng ti to nn nhiu ngi lo ngi v kh nng cn kit du trong mt tng lai khng xa. Trc y, ty theo ngun tnh ton, tr lng du m th gii nm trong khong t 1.148 t thng (barrel) (theo BP Statistical Review 2004) n 1.260 t thng (theo Oeldorado 2004 ca ExxonMobil v d on s dng cho 50 nm na th cn kit. Khng hong nhin liu lun l vn ng lo ngi khng ch ca Suzuki ni ring, m cn l vn ca cc hng sn xut xe my, xe t ni chung. Suzuki lun nghin cu ch to ra nhng ng c tit kim nhin liu, ng c s dng ngun nhin liu thn thin vi mi trng m vn m bo cht lng xe my, ng thi y mnh vic tm kim cc ngun nguyn liu mi.

Theo C quan nng lng quc t (IEA) cho bit lng kh thi CO2 ton cu thi ra t ngnh nng lng ln ti con s k lc 30,6 t tn trong nm 2010. Ring Vit Nam, Vn ti hin chim 25% tng nng lng c s dng, lng kh thi CO2 c lin quan s tng 50% vo nm 2030 v 80% v nm 2050. T l kh CO v VOC ti cc th Vit Nam u cao hn cc thnh ph Bangkok (Thi Lan), Delhi (n ), Dhaka (Bangladesh). Hin giao thng l lnh vc gp phn ln th hai vo lng kh thi ccbon ixt. Cng chnh v vy ti Vit Nam c hng trm t chc, website mi bo v mi trng: Cu lc b p xe v mi trng, Trung tm truyn thng Bo v mi trng,.. hng lot cc cuc thi: cuc thi nh Thnh ph H Ch Minh Th k 21 Thnh ph Xanh v Pht trin bn vng do Siemens (tp on cng ngh xanh hng u th gii) thng 6/2010, " tng xanh 2010" l mt hot ng nm trong khun kh tng th Chng trnh Go Green Hnh trnh xanh do TMV phi hp vi Tng Cc Mi trng v B GD&T trin khai thc hin k t nm 2008; n nay, hn 111 d n bo v mi trng c Qu Bo v mi trng Vit Nam trin khai; cng mt chui nhiu Hi tho chuyn mi trng c din ra: Hi ngh mi trng ton quc ln th 3 (2010),

Qua , ta thy c phn ng gay gt ca x hi v vic bo v mi trng, x l cht thi.iu gy khng t kh khn trong vic nghin cu, ch to sn phm ca Suzuki, cng nh vic nghin cu hng n vic s dng ngun nng lng thn thin vi mi trng hn.

Dn c cc thnh ph ln ang i mt vi nn nhim mi trng ngy cng trm trng. Vit Nam, nng lng c sn xut ch yu t than v nc. Nhng thc trng hin nay, gi than, nguyn liu ha thch ang tr nn khan him, gi c cng khng ngng tng; Mc d xy dng nhiu nh my thy in tuy nhin vn khng hot ng c ht cng sut v khng t hiu qu cao. Theo ng Trn Quang Ho - Trng phng qun l nng lng S Cng thng TP HCM cho bit : hin nay, VN tng 1% tng thu nhp quc ni (GDP) th in nng phi tng t 2% tr ln, trong khi con s ny cc nc khc ch l 1 - 1,3%. iu ny c ngha l t trng gi in trong gi thnh sn phm cn rt cao. Theo phng n tnh gi in u thng 7, gi in sn xut kinh doanh l 6.647 ng mt kWh, nu cng thu VAT th doanh nghip phi tr 7.300 ng. Chi ph nng lng ngy 1 tng cao lm cho gi thnh sn phm tng, tt yu s lm gim th cnh tranh trn th trng. Do vic u t nghin cu s dng ngun nng lng c hiu qu hn l iu rt cn thit.

4. Mi trng Chnh tr:

Mt s tnh cn c chnh sch u i, h tr gip cc nh u t m rng phm vi nh my, tng sn lng. Nh ng Nai c Danh mc nhng d n khuyn khch u t v c nhng chnh sch u i mi gi u t rt hp dn. Trong chnh sch u i d n u t vo KCN nh Qun (dnh cho DN trong nc v nc ngoi) rt ng ch . i vi nh u t trong nc c min tin thu t sut thi hn thu t; c min ph s dng h tng trong 5 nm k t khi bt u sn xut kinh doanh, vi mc ph

0,4USD/m/nm. i vi nh u t nc ngoi, cc d n u t c danh mc ngnh ngh c bit khuyn khch u t v khuyn khch u t theo Ngh nh 24/2000/NCP ngy 31-7-2000 ca Chnh ph quy nh chi tit thc hin Lut u t nc ngoi, c min tin thu t trong sut thi hn thu t. Cc d n thuc nhng ngnh ngh cn li c min tin thu t trong thi hn 15 nm k t khi k hp ng thu t. c min ph s dng h tng trong 5 nm k t khi bt u sn xut kinh doanh (vi mc ph 0,4 USD/m/nm). V thu thu nhp doanh nghip th p dng chung thu sut l 15% v c min thu 3 nm k t khi c thu nhp chu thu, gim 50% s thu phi np cho 7 nm tip theo. Vit Nam cng l nc nh thu doanh nghip tng i thp v chnh sch khuyn khch ca nh nc kh u i. UBND TP HCM va ban hnh Quy nh v khuyn khch u t bn bi vn ti ng b trn a bn TP HCM. Quyt nh ny c hiu lc thi hnh t ngy 28-3-2010. Vic pht trin h thng vn ti ng b cng nh hng n vic hoch nh k hoch tng sn lng trong tng lai ca cc nh sn xut cc phng tin giao thng vn ti. Ngoi ra nc ta cn c cc gii thng tn vinh cc doanh nghip, nh u t: Gii thng Rng Vng ln th 10 (2010) s tn vinh 80 doanh nghip c vn u t trc tip nc ngoi (FDI) tiu biu, c nhiu thnh tch, uy tn v ng gp tch cc cho kinh t Vit Nam. Vit Nam cng c 1 s lut v mi trng nhm gim Bo v mi trng trong hot ng giao thng vn ti: iu 41, iu 83, 84 ca Lut Bo v mi trng buc cc nh u t, cng nh cc doanh nghip,.. phi thc hin nhm pht trin 1 cch bn vng trong tng lai. Mt khc, Nh nc hin nay ang c nhng chnh sch khuyn khch ngi dn s dng cc phng tin cng cng: xe but,

5. Mi trng k thut:

Bi cnh chung: hin nay, th trng xe my ti Vit Nam chia ra lm 2 giai on chnh trong giai on cui nhng nm 90 v u nhng nm 2000 th trng c chim lnh bi cc hng xe Trung Quc nh Loncin, Lifan. cc hng xe trong nc nh T&T, Sufat v cc loi xe ca hng Honda, Suzuki, Yamaha thuc phn khc xe gi r v giai on sau nm 2007 khi th trng n nhn nhiu nhn hiu xe n t nh Vespa,Ducatti, s m rng quy m ca cc hng xe Nht Bn v nhiu nhn hiu xe ngoi khc thuc phn khc cao hn. Hin nay , ti Vit Nam c s gp mt ca hu ht cc thng hiu xe my ni ting trn th gii trong nc c 3 thng hiu ni ting th c 3 chnh thc tham gia th trng Vit Nam l Piaggio, Ducatti v HP Motorcycle, cng vi l hng lot cc thng hiu xe my ni ting nh Honda, Yamaha, Suzuki, Kawasaki (Nht Bn), Harley Davidson (M), SYM, CPI, PGO Motor (i Loan), S&T Motor (Hn Quc) Nh vy, khi tro lu dng xe gi r xp xung th s cnh tranh gia cc hng xe v mu m, gi c, thng

hiu v hn ht l cht lng v k thut ca tng dng xe ngy cng c quan tm v pht trin. Phn khc th trng xe my: phn khc theo gi: xe gi r, xe tm trung v xe cao cp, xe sang; phn khc theo tnh nng vn hnh: xe s bn t ng, xe s t ng v xe tay ga; ngoi ra cn c nhng phn khc khc nh phn khc xe th thao, xe a hnh Hin nay, hng xe my Suzuki tham gia kh nhiu phn khc vi nhng dng xe c th ring nh Suzuki Revo 110c phn khc xe s bn t ng, Suzuki Hayate hay Skydrive phn khc xe tay ga. Quy m sn xut: cc hng xe nc hin nay c cc nh my sn xut xe trong nc nh Honda vi nng lc sn xut t 1,5 triu n 2 triu xe/nm, Piagio vi cng sut d kin 100.000 xe/nm v hng Suzuki vi cng sut khong 60.000 xe/nm. Nh vy xt v quy m sn xut hng Suzuki c phn lp v so vi cc hng khc. Tnh nng vn hnh: trn th trng xe my Vit Nam c rt nhiu dng xe my vi cc nhn hiu khc cnh tranh trn tng kha cnh ca mt sn phm. Tuy vy khi xt n kha cnh tnh nng vn hnh, cc hng xe my ni chung v hng Suzuki ni ring ang tp trung cng ngh pht trin nhng tnh nng thng minh vi kh nng vn hnh ti u cho ngi s dng. Mt im nhn na l cc cng ngh v tit kim nhin liu ang c cc hng xe ngy cng quan tm v u t nghin cu nh cng ngh phun xng in t PVFi, h thng truyn ng v cp CVT cho dng xe tay ga ca Suzuki. Vic nng cao hiu sut hot ng ca ng c cng l s cnh tranh ca cc hng xe vi hng lot nhng nhn hiu xe vi ci tin v tc , cng sut ca ng c ngy cng cao. Trong cuc kho st v mc hi lng ca khch hng th xe Suzuki Skydrive nhn c s phn hi tch v kh nng tng tc ca ng c.

6. Mi trng vn ha:

Tn ch: Cng ty Vit Nam Suzuki hng ti vic em lai nhng tiu chun sng tt ep hn qua vic thoa man nhu cu vn chuyn cua ngi tiu dung Vit Nam. nh hng: Cng ty Vit Nam Suzuki hoat ng trong linh vc san xut va phn phi cac san phm t va xe may thng hiu Suzuki. Chung ti toan tm theo ui vic cung cp nhng san phm co gia tri toan din da trn nhng hiu bit thu ao v nhu cu ngi tiu dung ng thi tn dung nhng u th v trinh ky thut hin ai cung ngun nhn lc giau nhit huyt cua minh. Chung ti phat huy s sang to va xem y la chin lc cho s phat trin dai han nhm mang lai nhng san phm co gia tr toan din phuc vu cho mt cuc sng tt ep hn.

Nm bt quan im v vn ha tiu dng xe my ca ngi dn Vit Nam vi khuynh hng nng ng, hin i ca gii tr chnh l khch hng mc tiu, cc hng xe u chn y l nhm khch hng hng n v tha mn u tin. Nhiu dng xe vi kiu dng bt mt, tnh nng vn hnh cao, gi c hp l c cc hng tung ra. Vi Suzuki m u l dng xe Suzuki Viva sau l dng xe Revo, Hayate. Cc doanh nghip mun thnh cng khng th ch ngh n li nhun m cn cn phi ngh n cng ng x hi. Doanh nghip nu ch hot ng v bn thn doanh nghip th kt qu nhn c trc mt c th thy c nhng v lu di s li nhng hu qu v cng nghim trng. Bn cnh, doanh nghip cn phi c s cng hin cho hot ng cng ng. Phng chm ny c cc hng xe ca Nht kh ch trng nh Honda, Yamaha thng xuyn ti tr cho cc hot ng t thin, Suzuki vi chng trnh ti tr M bo him cho tr em, trao hc bng khuyn hc.

PHN TCH MI TRNG VI M

Nhim v c bn ca h thng qun tr marketing l m bo sn xut ra nhng mt hng hp dn i vi cc th trng mc tiu. Nhng thnh cng ca s ch o marketing cn ph thuc vo c hot ng ca cc n v khc trong cng ty, v vo s tc ng ca nhng ngi mi gii, cc i th cnh tranh v cng chng trc tip. Cc lc lng tc dng trong mi trng vi m ca cng bao gm: cng ty, nhng ngi cung ng, cc i th cnh tranh, mi gii marketing, khch hng v cng chng trc tip. Nhng ngi qun tr marketing khng th t gii hn mnh trong nhng nhu cu ca th trng mc tiu. H phi ch n tt c nhng yu t ca mi trng vi m. V c bit vi mt cng ty ln v nhiu kinh nghim nh Suzuki th cc yu t vi m v sc nh hng ca n lun l mt trong cc vn c xem trng. 1. Cc trung gian Marketing Ti sao cc tp on, doanh nghip li cn cc trung gian phn phi? l v n c th m bo cho ngi t hng nhng iu kin thun tin v a im, thi gian v th tc mua hng vi chi ph t hn so vi trng hp nu cng ty t lm. Nhng trung gian phn phi cn to c iu kin thun tin v c im bng cch tch tr xe nhng ni c khch hng. iu kin thun li v thi gian c to ra nh trng by v m bo lun c xe vo nhng thi k m ngi tiu dng mun mua chng. iu kin thun li trong th tc mua hng ng thi chuyn giao quyn s hu cho h.V Suzuki c th ni l c c cc thun tin trn mt cch tt nht, vi 133 nh phn phi trn 19 nc.Vit nam ni ring th hin nay bt k tnh thnh no ta cng c th kim

c mt i l phn phi ca Suzuki. So snh vi Honda ch ring ti th trng Vit Nam th Suzuki vn cha bng, nhng cng ph song c khp, chim mt th phn khng nh trong th trng xe my Vit Nam.

2. Khch hng Ni v th trng xe gn my Vit Nam ni ring th Honda l mt nhn hiu ni ting v c th ni l thng dng. Honda thng dng n mc, thay v gi l xe my m ta c th gi n l xe Honda. Bc vo gia nhp th trng Vit Nam, Suzuki thy thch thc trc mt l phi i u vi mt i th cnh tranh qu mnh c v cng ngh ln ti chnh, hn na cn gia nhp th trng sm hn. Trc Honda, Suzuki thy rng vic i u ton din vi Honda chim lnh tng th phn l mt bc i khng khn ngoan. Thay vo , h nhn ra l im yu ca Honda lc l v mu m phong cch, bn cnh h nhn thy gii tr thanh nin l chim a s trong vic mua v s dng xe my. T y h xc nh c th trng ca mnh l gii tr. Vic xc nh th trng gp phn gip cho h trong vic thit k mu m ca sn phm vi nhng dng xe y tr trung v sng to. Kt qu l Suzuki t t c ch ng trong th trng xe my ti Vit Nam v Suzuki ko ch cn tp trung gii tr na m h bt u nh n mi tng lp mi tui nhng vn gi c s hi ha, nt p ring trong tng sn phm.
3. Cng chng:

Cng nh nhiu doanh nghip khc, Suzuki rt quan tm n vic truyn thng thng qua cc t chc bo i nh qung co trn truyn hnh, cc t bo. Bn cnh , mt knh truyn thng mang n nhiu hiu qu to ln khc l vic thc hin cc hot ng v cng ng nh tham gia d n M bo him cho tr em, ti tr cc hot ng tnh nguyn t thin, tng hc bng cho tr em c hon cnh kh khn. Tt c nhng hot ng ny nhm mang n cho Suzuki Vit Nam hnh nh thn thin v tch cc qua gp phn vo vic qung b cho thng hiu Suzuki trn th trng. Bn cnh , Suzuki cng tun th cc nguyn tc v kinh doanh theo php lut Vit Nam. in hnh l cng tc m bo an ton v sinh mi trng, gim thiu gy nhim. Vi n lc cam kt gim kh thi, tit kim lng nhin liu tiu th, gim lng cht thi, s dng nhin liu thay th, bo m sc khe cng ng.

4. i th cnh tranh:

Th trng xe gn my ti Vn ngy cng cnh tranh gay gt. Xe gn my ca Suzuki ang phi i mt vi nhng i th ln nh Honda v Yamaha. Hin nay, Honda Vit Nam ang dn u th trng, tip n l hng xe Yamaha.

Honda l thng hiu c mt vn t rt sm. Honda hin ang l ngi dn u ca th trng xe my VN. Trong tm tr ngi Vit, xe gn my Honda thng c gn lin vi cht lng tt, bn tt v s uy tn. Bn cnh , Honda Vietnam cn c mt h thng knh phn phi cng nh dch v bo hnh bo tr ca hang c mt rng ri trn ton quc. Xe gn my Honda c thit k kh bt mt v gi c cnh tranh. Tuy nhin, Honda cng ang chu s cnh tranh trc tip gay gt t hng xe ng hng Yamaha. Yamaha ngi thch thc th trng, l hng xe gy dng mt hnh tng nht nh trong tm tr khch hang. Mu m ca xe gn my Yamaha rt thu ht gii tr vi kiu dng nng ng, snh iu, th thao. Bn cnh Yamaha a ra mc gi cnh tranh. ng thi, Yamaha cng u t 1 h thng phn phi v dch v chm sc khch hang rng ri. im yu ca xe gn my Yamaha l bn ca xe thua so vi cc i th cnh tranh nh Honda v Suzuki. Hin nay, ngoi cc i th ln nh Honda v Yamaha, Suzuki cn i mt vi mt s i th khc nh SYM vi dng xe Atila kh thnh cng, Piaggio vi dng xe tay ga hng sang Vespa nhm n phn khc th trng gii tr. Bn cnh , xe gn my ni chung v xe gn my Suzuki ni ring cng ang phi i mt vi nhng sn phm thay th nh xe p in v phng tin giao thng cng cng (xe but). V vn mi trng v s tng gi ca nhin liu, mt b phn ngi dn ch ti nhng sn phm ny. Ngoi ra, cht lng cuc sng ang c gia tng, mt b phn ngi dn khc li hng ti sn phm xe -t.

5. Cng ty Khi son tho cc k hoch marketing, nhng ngi lnh o b phn marketing ca cng ty phi ch n li ch ca cc nhm trong ni b bn thn cng ty nh ban lnh o ti cao, Phng ti chnh, Phng nghin cu thit k th nghim, Phng cung ng vt t, b phn sn xut v k ton. i vi nhng ngi son tho cc k hoch marketing chnh tt c nhng nhm ny to nn mi trng vi m ca cng ty Vi s vn gp ban u l 22 triu ng,Suzuki Vit Nam l mt cng ty c mt nn tng vng chc.V cho n nay, m sau gn 10 nm hot ng, tng vn

u t ca Vit Nam Suzuki trn a bn t trn 61 triu USD.ng thi,trong 10 nm,cng ty cng da ra hong lot mu xe gn my mi,vi phong cch a dng,tn tin hn ph hp vi nhu cu khch hng v da Suzuki Vit Nam ngy cng gn gi hn vi ngi dn Vit Nam,nh l cc dng xe: skydrive,xbike,hayate, suzuki revo Nh vy,gia ban lnh o,cc phng ban nh phng ti chnh, R&D... cng kt hp vi nhau rt tt, gip cho suzuki vit nam,v c bit l dng xe gn my pht trin ln mnh.

PHN TCH SWOT

Phn tch SWOT mi trng tc ng n sn phm xe my Suzuki v nhng gii php ca Suzuki. 1. im mnh:
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Kinh nghim lu nm trong ngnh sn xut xe my Uy tn v cht lng ca cc dng xe v hnh nh tt trong tm tr khch hng C nh my lp rp xe ti th trng Vit Nam H thng cc ca hng Suzuki 3S hot ng hiu qu thc hin cc chc nng:ban hang (Sales), dich vu hu mai (After-sales-Services) va cung cp phu tung Suzuki chinh hiu (Spare parts) Gi c cnh tranh cho tng dng sn phm S hu cng ngh ng c vt tri, in hnh l h thng truyn ng v cp SUPER CVT.

2. im yu: - S lng cc dng sn phm phn khc ph thng cha nhiu - T l sn phm ni a ha trn mi xe ch t khong 60% lm cho vic tm kim ph tng thay th kh khn - Hot ng marketing cha nh mnh c vo tm l khch hng

H thng phn phi cha rng khp bng cc i th cnh tranh trc tip nh Honda hoc Yamaha.

3. C hi: Th trng Vit Nam c s dn ng vi phn ln l gii tr nn kinh t ang c chiu hng pht trin v tng thu nhp u ngi. Nhng dng sn phm thi trang, c tnh ang c a chung v la chn nhiu bi ngi tiu dng. Cng ngh hng ti l tit kim nhin liu, bo v mi trng nhng vn m bo v mt hiu nng s dng. Chnh sch m ca v khuyn khch s u t ca cc Doanh nghip nc ngoi vo th trng Vit Nam. Tm l ngi Vit thch khuyn mi, gim gi, c chm sc chu o khi mua hng

4. Thch thc: Tm l ngi dng Vit Nam n chc mc bn mun s dng nhng sn phm c m bo cht lng qua thi gian. Mc lm pht Vit Nam ang cao c nguy c lm tng gi sn phm t c th lm mt th phn v tay nhng hng xe c gi thp hn. S phn ha nhu cu s dng xe theo gii tnh. Nhng chnh sch ca mt s a phng v vic hn ch ngi dn mua xe my. Cc phng tin cng cng nh xe bus ang c s dng ph bin hn, tnh trng kt xe ang ngy mt gia tng cc thnh ph ln (cng l th trng ln). Tnh trng nhim mi trng bo ng. Ngun nguyn liu ngy 1 khan him. C hi: (O) 1.Th trng Vit Nam c s dn ng vi phn ln l gii tr nn kinh t ang c chiu hng pht trin v tng thu nhp u ngi. 2.Nhng dng sn phm thi Thch thc: (T) 1.Tm l ngi dng Vit Nam n chc mc bn mun s dng nhng sn phm c m bo cht lng qua thi gian. 2.Mc lm pht Vit Nam

trang, c tnh ang c a chung v la chn nhiu bi ngi tiu dng.. 3.Chnh sch m ca v khuyn khch s u t ca cc Doanh nghip nc ngoi vo th trng Vit Nam. 4.Tm l thch gim gi, khuyn mi, gi r, c chm sc chu o khi mua hng.

ang cao c nguy c lm tng gi sn phm t c th lm mt th phn v tay nhng hng xe c gi thp hn. 3.S phn ha nhu cu s dng xe theo gii tnh. 4.Nhng chnh sch ca mt s a phng v vic hn ch ngi dn mua xe my. 5.Cc phng tin cng cng nh xe bus ang c s dng ph bin hn, tnh trng kt xe ang ngy mt gia tng cc thnh ph ln (cng l th trng ln). 6.p lc bo v mi trng. 7.Ngun nguyn liu khan him. S/T: -Ly cht lng thuyt phc khch mua sn phm. (S1-S2-S6-T1) -m bo s n nh v gi xe trc nguy c lm pht cao nh s ch ng v nng lc sn xut v ti chnh.(S4-S5S7-T2) -Thit k cc dng xe theo gii tnh hoc tp trung vo 1 gii tnh mt cch r rng. (S1-S2-T3) -nh gi k cng nhu cu th trng v nng lc sn xut xe, trnh tnh trng tn ng hng hoc cung vt qu cu. (S1-T5) - Nghin cu cc cng ngh tit kim nhin liu v bo v mi trng.(S1-S5-S8-T6-T7) -Tm kim phn khc tim nng mi, a dng dng sn phm. (S1-S2-S5-S6-T1-T5)

im mnh: (S) 1.Kinh nghim lu nm trong ngnh sn xut xe my; 2.Uy tn v cht lng ca cc dng xe v hnh nh tt trong tm tr khch hng; 3.Xc nh r khch hng mc tiu l gii tr (chim phn ng dn s) 4.C nh my lp rp xe ti th trng Vit Nam; 5.S vng chc v mt ti chnh; 6.H thng cc ca hng Suzuki 3S hot ng hiu qu thc hin cc chc nng:ban hang (Sales), dich vu hu mai (After-salesServices) va cung cp phu tung Suzuki chinh hiu (Spare parts); 7.Gi c cnh tranh cho tng dng sn phm; 8.S hu cng ngh ng c vt tri, in hnh l h thng truyn ng v cp SUPER CVT.

S/O: -Da vo kinh nghim v khch hng mc tiu cng vi ngun ti chnh ln pht trin nhng dng xe phc v cho gii tr(S1-S3-S2-S5-O1-O2) -Nng cao cht lng ca h thng Suzuki 3S.(S5-S6-O1O4) -Tn dng s u i ca chnh sch m rng quy m sn xut.(S4-S5-S6-O4) -C chng trnh khuyn mi hp dn, l khi mua hng, nng cao cht lng i ng nhn vin sales cng nh nhn vin sn xut ti cc nh my. (S2-S6-S5-O4)

im yu: (W) 1.S lng cc dng sn phm phn khc ph thng cha nhiu; 2.T l sn phm ni a ha trn mi xe ch t khong 60% lm cho vic tm kim ph tng thay th kh khn; 3.Hot ng marketing cha nh mnh c vo tm l khch hng; 4.H thng phn phi cha rng khp bng cc i th cnh tranh trc tip nh Honda hoc Yamaha.

W/O: -Pht trin nhiu dng xe mi, phc v cho nhu cu s dng a dng ca ngi dng.(W1O1-O2) -Gim t l ph tng ngoi nhp t gim gi thnh v nhng i tng tr s c c hi tip cn tt hn.(W2-O1) -Thc nhin nhiu hot ng marketing thng xuyn v lin tc n nhm khch hng mc tiu.(W3-O1-O2) -Nng cao cht lng cc trung trung tm Suzuki 3S v m rng mng li.(W4-O1O4) -C chnh sch thch hp khuyn khch ngi tieu dng mua hng: bn tr gp,..(W1O4)

W/T: -Gim t l ph tng nhp ngoi l cch n trnh nguy c tng gi khi lm pht.(W2T2) -H thng bn hng cn lm vic c hiu qu khi ming bnh th phn ang dn thu hp.(W3-W4-T4-T5) -Tng cng hot ng cng chng, bo v mi trng. (W3-T6) -Kho st th trng tng s lng sn phm thu ht phn khc ph thng.(W1-T2)