Chin lc marketing mix cafe lon Birdy

Li ni u
Trong nhng nm gn y, vi nn kinh t th trng ngy cng nng ng v s hi nhp vi th gii th trn th trng xut hin s cnh tranh gay gt gia cc doanh nghip trong v ngoi nc. i th cnh tranh ca cc doanh nghip trong nc l nhng cng ty, tp on nc ngoi c hng chc nm kinh nghim vi nn kinh t th trng, ngun vn di do, dn nhn s c trang b y kin thc, k nng cn thit. c th cnh tranh, khng b mt th phn trn chnh sn nh ca mnh, cc doanh nghip Vit Nam cng cn c trang b kin thc, k nng ph hp vi yu cu ca kinh doanh ngy cng cao, v Marketing l mt trong nhng k nng quan trng nhts. Ajinomoto VN 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 la. n nay Ajinomoto tr thnh cng ty ln chuyn cung cp cc mt hng thit yu cho ni tr v sn phm chc nng.C ph l loi ung ang c a chung VN. Hin nay c ph ha tan ang c pht trin mnh m. Vi nhp sng ang si ng to iu kin cho cc loi sn phm ung lin c c hi pht trin. V mt loi c ph ung lin c tin dng nh c ph lon Birdy, chng ta tin rng n s pht trin trong tng lai cho d hin ti n va thm nhp vo th trng VN. Do em la chn ti chin lc marketing mix cho sn phm c ph lon Birdy ti th trng TP.Hu

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Chin lc marketing mix cafe lon Birdy

A.Tng quan I.Tm lc v th trng TP Hu : 1. Gii thiu tng quan v th trng hu Nn kinh t thnh ph Hu tip tc duy tr mc tng trng kh, c 13/16 ch tiu kinh t - x hi t v vt k hoch. Tc tng trng t 13,5%, c cu kinh t chuyn dch theo hng: Dch v (71%)-Cng nghip, xy dng (27,9%), Nng lm ng (1,1%). GDP bnh qun u ngi t 1.350 USD 2. iu kin t nhin Thnh ph Hu nm v tr c iu kin thin nhin, h sinh thi a dng, phong ph v din mo ring, to nn mt khng gian hp dn, c xy dng trong khng gian phong cnh thin nhin k diu t ni Ng Bnh, i Thin An - Vng Cnh. Thnh ph hi cc dng a hnh: i ni, ng bng, sng h; to thnh mt khng gian cnh quan thin nhin- th-vn ho l tng t chc cc loi hnh Festival. 3. Tim nng v th mnh a. Trung tm vn ha - du lch ca Vit Nam Pht huy li th thnh ph ca nhng di sn v l hi - ngun ti nguyn qu gi ca du lch, ngnh kinh t - du lch kt hp vi nhng tim nng khc ca tnh Tha Thin Hu c nhng bc pht trin kh ton din v bn vng, tr thnh mt trong nhng trung tm vn ha, du lch ln ca c nc b. Gio dc: L trung tm gio dc o to a ngnh cht lng cao v nghin cu khoa hc k thut ca Vit Nam Ton thnh ph c gn 70.000 cn b khoa hc k thut v cng nhn c tay ngh (chim 40% lc lng lao ng). i hc Hu H thng trng cao ng, trung cp dy ngh trn cc lnh vc L mt trong ba trung tm y t chuyn su, k thut cao ca c nc c. L vng t c nhiu tim nng pht trin sn xut kinh doanh Cc mi nhn kinh t ca thnh ph c xc nh l: Du lch - Dch v, Cng nghip - tiu th cng nghp. Dch v: Thnh ph Hu c iu kin thun li v c Trung ng nh hng pht trn thnh mt trung tm du lch, thng mi, dch v v giao dch quc t ca c khu vc min Trung v Ty nguyn v thnh ph Festival ca Vit Nam. Cng nghip - TTCN: Cc ngnh sn xut cng nghip-TTCN c tim nng c xc nh nh: CN dt may, da giy, hng th cng m ngh truyn thng, ch bin thc phm c sn; in t, c kh tiu dng v sa cha... Cm cng nghip, khu th, trung tm thng mi: Thnh ph u t xy dng cm cng nghip lng ngh Hng S vi quy m 48 ha, kh nng m rng thnh 100 ha nhm to iu kin mt bng sn xut cho cc nh u t vo lnh vc SX CN-TTCN.

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Chin lc marketing mix cafe lon Birdy

II. Phn tch ma trn SWOT caf lon Birdy: a. im mnh + Birdy mang hng v c o ca caf 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. b. im yu + Khng ph hp vi nhng ngi quen vi cch thng thc caf truyn thng. + Do sn xut bng caf nguyn cht nn c th b lng cn. + Cn non tr trong ngnh caf. + Cha thng tho h thng phn phi th trng Hu. c. C hi + Nhp sng ngy cng si ng cng vi xu hng pht trin mnh m ca x hi. d. Thch thc + S ln mnh ca cc nhn hiu caf ln ti Vit Nam. + Bc u thm nhp th trng, phi chu s cnh tranh khc lit gia cc cng ty ch bin caf. + L cng ty nc ngoi nn t c u tin hn cng ty trong nc. + c nhiu hng ln ch n th trng caf lon v n rt tim nng. III. Phn tch i th cnh tranh: 1. i th cnh tranh trc tip ca caffe lon Birdy :Vinamilk caf. V cng vi Ajinomoto, Vinamilk cng tung ra th trng Vit Nam mt sn phm cafe lon. 2, i th cnh tranh cp 2 : Nescafe, caf Trung Nguyn nhng hng cng kinh doanh trong lnh vc caf ti Vit Nam, tuy cha c sn phm caf lon nhng khch hng cng c nhiu la chn hn vi cc sn phm caf phin v caf ho tan ca nhng hng ny IV. Thc trng ca sn phm ti th trng TP Hu L loi caf mi xut hin Hu cng nh Vit Nam, nn n mi giai on pht trin, nn s c cc tnh hung khng hong sau: + V loi caf ny c th trng qu nh trong khi phi u t ln nn cng n c th lm vo tnh trng li nhun ban u gim st nn vic u t vo marketing cho sn phm s hn ch + Ngi dn Hu cha nhn bit c sn phm, h cha sn sng chp nhn sn phm v quen dng vi caf phin + H thng phn phi Hu cn km v thiu kinh nghim c th dn ti vic sn lng gim st, li nhun suy gim.

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Chin lc marketing mix cafe lon Birdy

B. Chin lc marketing T nhng kt qu m nhm tm c. Nhng thng tin v khch hng TP Hu, mi trng kinh doanh ca doanh nghip, im mnh im yu, nhm xin ra cc chin lc marketing ph h vi kt qu m nhm tm c. Cc chin lc ny s gip cng ty tn dng c nhng li th ca mnh, im mnh ca mnh c th thm nhp vo th trng TP Hu. Nhng chin lc hot ng c th caf lon Birdy c th thnh cng trong th trng TP Hu. I.Cc mc tiu ca Marketing ca caf lon Birdy: Nhu cu th trng lun lun l th m cng ty Ajinamoto nghin cu, pht trin v mong mun lm tho 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 caf Birdy cng khng l mt ngoi l. Birdy ang 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 hin ti. + N lc khai thc nhng phn khc th trng khc, c gng m rng th phn. II.Cc chin lc Marketing Mix 1.Product(Sn Phm) Pht trin sn phm Do sn phm mi xm nhp vo th trng nn c mi v c bit hn so vi cc sn phm caf khc nn hin ti n cha c nhiu khch hng chp nhn v chia s. V vy by gi nhm c xut cng ty phi nghin cu v pht trin sn phm mi p ng nhu cu thng thc caf a dng ca th trng. l sn phm m hn, gi nguyn mi v caf phin, t sa hn thch hp vi a s khch hng thng thng thc caf truyn thng. Ci tin cht lng, c im, ng dng.y chc chn l mc tiu m tt c cc sn phm ang v s c trn th trng thoe ui mi lc mi ni, mi thi im. Cng ty Ajinamoto chng ti cam kt:Cht lng = khng c s t vt v thay i = n c m bo mi th trng v mi thi im. Chng ta c th nhn thy bn phn phi ngn sch Marketing thy r, cng ty chng ti ch trng vo qu trnh nghin cu pht trin sn phm (vi 10% ngn sch Marketing) hn na m bo yu t cht lng cng ty mnh dng u t mt khon tin ln nhp khu dy chuyn sn xut hin i t Nht Bn sn xut ra nhng sn phm khng nhng p v mu m m cn p v cht lng p ng nhu cu ngy cng tng ca th trng. Quy chun v mu m, nhn hiu thng hiu hnh nh ang l vn c quan tm nht v vic:Lm th no xy dng hnh nh caf Birdy trong tm tr ca ngi tiu dng??y lun l vn trng tm c bn lun trao i nhiu trong cc cuc hp ca cng ty. V qua qu trnh iu tra tm hiu chng ti thng

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Chin lc marketing mix cafe lon Birdy

nht a ra mt kiu dng sn phm vi b tr hoa vn, hiu dng tng i ging nhau. Giai on sng ca sn phm: Caf lon Birdy l loi caf lon mi xm nhp vo th trng Hu nn n mi trong giai on xm nhp sn phm. V l loi caf ung lin tng i mi l l vi th trng TP Hu cng nh th trng Vit Nam. Loi caf ny thm nhp vo th trng Hu nhng tht bi, nn nhm lp k hoch ti nh v vo th trng TP Hu bng cc hnh thc qung co c th sau: + Qung co c s dng l loi qung co gii thiu l ch yu. Gii thiu n cc i l phn phi TP Hu. a cc poster qung co caf lon Birdy i vo cc siu th v cc cng tin cng nh nhng qun tp ha gn nhng cng ty ln, c th c khch hng nh ti v s dng th + a ra nhng l do chnh ng ngi tiu dng s dng loi caf lon nhanh chng v tin li ny. Thay i thi quen ca khch hng hay s dng loi caf phin. T chc ung th caf cc siu th, cc bui l tic khch sn, cc Bn xe trong Thnh ph + Ti tr vo cc chng trnh th thao do cc cng s nh nc t chc + Poter cc bi xe Bus gii thiu sn phm + Gii thiu sn phm Cc trng i hc v c th l khch hng mc tiu sau ny ca cng ty. + Qung co gii thiu sn phm truyn hnh c mi ngi bit n, a ra nhng thuyt dn chng thuyt phc khch hng s dng sn phm caf lon Birdy tnh ngay cha n 3 giy. Chin lc nh v sn phm T khi vo th trng Vit Nam, caf Birdy lun lun to dng hnh nh sng ng trong tm tr ca khch hng. iu c ngha l mi khi cn tnh trong 3 giy h s ngh ti Birdy. Li ch ct li m sn phm ca chng ti mang li l s tin dng hin i trong phong cch s dng, hng v c o ho quyn trong tng git caf v hn ht n ph hp vi phong cch Vit, ti tin ngi Vit. i vi th trng Hu, nn p dng chin lc marketing khng phn bit. C gng tha mn lng khch hng nhiu nht c th, c bit l khch hng trong on th trng mc tiu ca cng ty. l nhng ngi c cng vic bn rn, nng ng tr tui sn sng chp nhn ci mi th trng Hu. nh v cht lng: caf Birdy l sn phm c cht lng cao. Bt c sn phm no ra i cng vy, tm ra phn khc th trng mc tiu kh nhng p ng c mong mun cng nh nhu cu c kh nng thanh ton ca khch hng cn kh hn gp trm ngn ln. Sn phm Birdy la chn khch hng mc tiu l nhng ngi bn rn khng c thi gian pha 1 cc caf truyn thng. Do tp trung mi ngun lc khai thc th trng ny. Gi n h thng ip X hi c m n lin chng ti c caf ung lin

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Chin lc marketing mix cafe lon Birdy

Chin lc khc bit ho sn phm: a. S khc bit v sn phm Birdy: + L loi caf mang hng v ho quyn c o ca nhng ht caf Robusta thng hng cng v ngt du nh nhng. + L loi caf ung lin c ng lon bt np tin dng. Bn c th ung trc tip, khng cn chun b, sng khoi tc th. + L cc thng thc caf nhanh nht, hn bt k loi caf 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. S khc bit v hnh nh, bao b sn phm:

c.Chin lc khc bit v gi tr cung cp: Vi thnh phn chnh l nhng ht caf Robusta c chn lc k cng, caf lon Burdy cng se mang n cho bn mt hng v caf mi cng v ngt tinh t ph hp vi khu v ngi Vit Nam. Caf lon Birdy hin c 2 hng v cho bn la chn: Birdy Robusta Caf sa cao cp c lm t s ho quyn c o gia caf Robusta thng hng v sa ti nguyn cht. Birdy Robusta Black Caf en cao cp mang n hng v caf Robusta m nh bn mong i. Hy tri nghim hng v ho quyn c o mi ca Birdy thm hng khi sng to.

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Chin lc marketing mix cafe lon Birdy

Price(nh gi) HIn ti caf Birdy c 2 loi caf l: caf sa cao cp v caf en cao cp. Gi bn trn th trng l 7000/lon (dung tch 170ml), 1 lc 6 lon gi 42.000 ng. - Thay i gi, iu kin thanh ton + S c nhng khuyn mi dnh cho khch hng 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. - p dng cht sch ht vng Tp trung khuyn mi v qung b hnh nh vo cui thng (khi h c lng v thng i cc siu th, ch ln..) Bn sn phm cc quy hng c tivi xem bng khuynh nh cc gii ngoi hng anh. Khuyn mi cc siu th nh BigC, Thun thnh v gn nhiu cc khu dn c c thu nhp cao. H thng i siu th nn u t v vic qung co sn phm . - p dng chnh sch phn phi: Phn phi ch yu siu th ln TP Hu v cc cng tin ca nhng cng ty trong thnh ph . Chnh sch gi. - Gi hin ti bn l 7.000/lon ; 42.000/bch 6 lon. - Cng ty Ajinomoto Vit Nam phn phi sn phm caf lon qua hai kiu phn phi: + Kiu 1: Nh phn phi Ajinomoto Vit Nam i l ca hng. Cng ty trch chit khu cho cc i l phn phi l 3% gi bn, cho cc ca hng bn l l 7% gi bn. + Kiu 2: Nh phn phi ca hng bn l. Cng ty trch chit khu cho ca hng l 8%.

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Chin lc marketing mix cafe lon Birdy

Place(Phn phi) Hot ng phn phi ca caf lon Birdy rt quan trng trong vic tip th sn phm n tay ngi tiu dng. Cn phi m bo vic khi khch hng cn mua sn phm caf lon Birdy th n phi c nhng quy gii kht hoc cc siu th, nh hng Vic phn phi hiu qu s gip Birdy tip cn n khch hng nhanh nht. Cc knh phn phi c th p dng: - Phi tn dng trit nhng trung gian bn hng hin c m cng ty Ajinamoto ang hp tc, tip tc m rng thm cc trung gian bn hng khc. - Kt hp 3 kiu 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 cc mng li siu th trong thnh ph Hu S v cc kiu knh phn phi

Nh sn xut

Ngi tiu dng Nh bn l Nh bn bun

i l/ Mi gii nh phn phi

khuyn khch m rng knh phn phi th trng th cng ty Ajinamoto cn m rng mng li phn phi bng cc ph rng cc siu th trong thnh ph, i l bn l chit khu, h tr cho cc i l c chnh sch hu mi ph hp. + C th l chit khu 10%/nm tnh trn doanh s bn cho cc nh bun v tin hnh chit khu 5%/nm tnh theo doanh s cho cc i l bn l thc y vic bn sn phm n tay ngi tiu dng. + Trch 1% doanh thu cho cc chng trnh quan h vi nh phn phi, v cc nh bn l. C nhng gii thng cho cc nh phn phi gii hon thnh c mc tiu, bn nhiu sn phm cho cng ty. + Cc i l c h tr bn hng ca cng ty, c cng ty hng dn cch tip th sn phm cho cng ty v vic phn phi Hu cn hn ch. + Chit khu cao cho cc siu th trong thnh ph v trng by sn phm tng 4 siu th BigC.

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Chin lc marketing mix cafe lon Birdy

+ To iu kin cho cc nh phn phi h c th thu thp cc thng tin v th trng cng ty c th nghin cu th trng tt hn Ngoi ra con c cc chnh sch khc nh dng chin lc cy gy: + Gim tin chit khu, gim thng cui nm + Xa hp ng lin kt gia 2 bn + Bt bi thng thit hi thm ch truy t trc php lut +. i vi nhng i l, c nhn c hnh vi nh hng ti hnh nh thng hiu ca Birdy

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Chin lc marketing mix cafe lon Birdy

Xc tin hn hp: Khch hng mc tiu ca chng ti l tt c nhng ngi c nhu cu ung v thng thc caf c bit l ngi ngi c cu soosngs bn rn cn tp trung, tnh to nhng li khng c thi gian pha 1 cc caf truyn thng nh nhn vin cng s, li xe ng di. Thng ip truyn thng: x hi ngy cng pht trin, cuc sng ngy cng nhn nhp, nhp sng hi h v hy Birdy ng hnh cng cc bn. Caf Birdy sn sng trong tch tc. Cng c truyn thng Qua thc t chng ta c th khng nh: khch hng s l knh qung b tt nht cho sn phm ca chng ta v vy chng ti 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 chng ti c bit ch trng n 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 hn 40% ngn sch Marketing thc hin. + Qung co trn c bo tp ch m ngi dn Hu hay c nh bo Tha Thin Hu, cc tp ch sc khe, lm p + Chng trnh kin thc tiu dng trn TV, chng trnh qung co trn cc knh VTV1, VTV3, TRT1, TRT2, HVTV. Qung co vo lc xong thi s, hoc cc chng trnh v i sng. Thi lng qung co khong 1 pht, trong 3 thng u tn s xut hin l 7-10 ln/ ngy, 3 thng sau l 3-5 ln/ ngy Cc 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 cc c quan cng s thnh ph, nh ht trung tm, rp Trn Hng o, cc siu th ln nh bigC, Thun Thnh, Copmart c th mang li s nhn bit thng hiu thnh ph Hu + Gii thiu sn phm cc siu th v i l ln, kt hp dng th, tng thng gy s ch ca ngi tiu dng. + Tham gia vo cc s kin nh festival, cc hot ng th thao c th to n tng trong khch hng, to nn hnh nh thng hiu trong khch hng Hu. - Bn cnh cn qung co nng cao uy tn ca cng ty, mi ngi c th tin tng v s dng n nh mt th ung tin li v m bo an ton thc phm.

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Chin lc marketing mix cafe lon Birdy

* Pht trin chin lc marketing mix ton din - Con ngi: + B sung ngun nhn lc kin thc, kinh nghim cn thit m cng vic i hi bng vic tuyn chn khc khe hn v c nhng kho hun luyn o to. + Hun luyn b sung nng cao chuyn mn v kin thc sn phm khi c sn phm mi. + Chun b dch v khch hng + nh gi nng lc v hiu qu cng vic thng qua nhn xt ca khch hng v mc hi lng + Chun b cho cng ty nhng nhn vin c kh nng giao tip tt, tip th sn phm cho cng ty, c sc thuyt phc cao ngi s dng c th tin tng v thay i thi quen tiu dng ca mnh. - H thng: + u t vo vic m rng mng li phn phi trong, s dng knh phn phi mi. + p dng cc tiu chun quc t nh ISO nhm chun ho quy trnh v tng hiu qu + M rng vic ci tin quy trnh nhm mang n s thun li cho khch v vic t hng, nhn hng, thu tin

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Chin lc marketing mix cafe lon Birdy

KT LUN
Khng phi mt chin lc Marketing mix no cng c th thc hin mt cch sun s t khi xut cho n khi hon thnh. Bi l mi trng xung quanh ta lun thay i, mi k hoch d nh c th s khng cn thch hp na. Do , cng vic kim tra v nh gi mt chin lc l mt phn ht sc quan trng v khng th thiu trong bt c mt chin lc no. V Birdy cng khng nm ngoi quy lut chung . tn ti v pht trin bn vng Birdy phi lun nm bt c cc xu hng thay i ca mi trng, kp thi iu chnh k hoch pht trin ph hp vi s thay i ca mi trng. Cha kho thnh cng ca caf lon Birdy l loi ung caf nhanh chng, tin dng, c th dng mi lc mi ni, khng cn pha ch. Tuy nhin thnh cng caf lon Birdy cng ty Ajinomoto VN khng nhng phi to nn mt chin lc marketing mix hp l m cn phi to c s chp nhn ca khch hng v loi caf ung lin ny, nh sn xut phi cung cp v a ra nhng l do chnh ng cho vic chuyn sang dng caf ung lin thay cho cc loi caf khc . Nh vy, caf Birdy mi c th sinh ra nhiu li nhun vi tim nng ca n.

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