Chin lc marketing v giy dp ca Bitis ti th trng Vit Nam

L do chn sn phm Bitis: B Phm Chi Lan-nguyn ph ch tch phng thng mi cng nghip Vit Nam, thnh vin ban t vn chnh ph tng ni:Nu ngi Nht t ho v ng h vi cc sn phm Sony, Honda th ngi Vit Nam cng c th t ho vi cc sn phm ca Vit Nam nh Vinamilk, Bitis. T lu Bitis l mt thng hiu giy dp c uy tn trn th trng v c ngi tiu dng yu thch, tuy nhin hin ti th phn trong nc ca Bitis ang st gim ng k. Mt phn l do cc chin lc Marketing cha em li hiu qu cao. Do , nhm em quyt nh la chn sn phm giy dp Bitis ti th trng Vit Nam cho bi tp ln ny. Phn cng bi lm: 1, Gii thiu chung v cng ty bitis v sn phm hin c-o Ngc Tn 2, tng, ngha sn phm ca cng ty-o Ngc Tn 3,Phn tch im mnh, im yu, thi c, thch thc ca doanh nghip-Nguyn Quc Vit 4,phn on th trng-H Khnh V 5,La chn th trng mc tiu-H Khnh V 6, Chin lc nh v-Nguyn Th Trm 7, xut cc gii php Marketing 4Ps -sn phm v gi: Nguyn Th Trm -truyn thng v phn phi: Nguyn Quc Vit

1.Gii thiu v cng ty bitis v sn phm hin c a. Gii thiu chung v cng ty Cng ty sn xut hng tiu dng Bnh Tin, gi tt l "Biti's", l Cng ty hng u v giy dp ti Vit Nam c thnh lp ti Q.6 TP HCM t nm 1982. Lc ban u l hai t hp tc nh Bnh Tin v Vn Thnh, vi s cng nhn ban u vn vn 20 ngi. Sau 29 nm phn u y cam go v th thch, vt qua mun vn kh khn v gian nan, nay tr thnh mt nhm Cng ty gm 2 n v thnh vin : Biti's v Dona Biti's. CBCNV tng ln 9000 ngi. Trong nc c 3 Trung tm Thng mi, 1 Trung tm Kinh doanh, 2 chi nhnh v hn 4000 i l ph khp t nc. Sn phm Biti's tiu th n hn 40 quc gia v khu vc trn th gii, trong c nhng th trng ni ting v kh tnh nht. Ti Trung Quc, Biti's thit lp 4 Vn phng i din thng tr Qung Chu, Cn Minh, Nam Ninh v H Khu. Thng hiu "Biti's" c ng k ti nc Cng ha Nhn dn Trung Hoa vo nm 1999, c quyn bo h thng phm v c 25 Tng Kinh tiu v hn 300 nh Kinh tiu. Hin nay Biti's l mt Cng ty hng u ca Vit Nam trong ngnh sn xut kinh doanh giy dp. Vi s ln mnh ca mnh, Biti's chuyn sang mt lnh vc mi l u t bt ng sn, xy dng cc Trung tm Thng mi v chung c ti Min Bc, Min Trung v Min Nam, ng hu p ng nhu cu kinh doanh v nh ca khch hng theo xu th pht trin kinh t ca t nc Vit Nam ang hi nhp th trng th gii. Biti's tr thnh mt nhm Cng ty bao gm 2 n v thnh vin : Cng ty TNHH sn xut hng tiu dng Bnh Tin (Bitis) v cng ty TNHH Bnh Tin ng Nai (DONA Bitis). b Loi hnh sn phm ca cng ty Nhm m rng lnh vc hot ng kinh doanh a ngnh hng ca thng hiu Biti's trong thi k hi nhp ca Th k 21, Cng ty y mnh chc nng hot ng xc tin u t v lin doanh pht trin trin khai cc D n u t. Trc mt, Cng ty tp trung ngun lc u t cho cc D n TRUNG TM THNG MI thc hin m hnh a chc nng, p ng c nhiu yu cu phc v kinh doanh. Bn cnh , Biti's sn sng tham gia cc c hi u t khc hp tc, lin doanh, lin kt m rng v pht trin kinh doanh.Hin nay cc sn phm ca cng ty rt a dng v mu m cng nh mu sc.Khng ch n thun ch l giy dp m hin nay bitis cn pht trin cc loi sn phm khc nhau nh ti xch , mt knh , tt v.vv vi nhiu chng loi thch hp vi mi tui gii tnh v cc tng lp khc nhau. Tnh n nm 2009 cng ty c trn 2.000 mu sn phm, trong c bit ch n s ng khch hng c thu nhp thp v trung bnh. T cui nm 2009 n nay, cng ty y mnh hot ng u t, lin kt pht trin nh

a vo hot ng Trung tm thng mi phc hp ti ca khu Lo Cai gi tr u t trn 17 triu USD; khai trng Nh my sn xut giy ti Cn Th (giai on 1 l 30 t ng) thu ht trn 500 lao ng; u t xy dng Trung tm thng mi Bitis min Bc v Cm Nh my sn xut hng tiu dng H ng (H Ni) tr gi trn 40 triu USD; Khu thng mi- dn c Bitis Long Thnh (ng Nai) quy m 80.000m2, vn u t 30 triu USD, Khu thng mi- dn c TP H Ch Minh qui m 800 cn h, vn u t 52 triu USD; u t xy dng Khu du lch Sapa quy m 300.000m2, vn u t 20 triu USD. Cng nhiu d n khc nh Khu thng mi Kim Thnh, ng Ph Mi- Lo cai; Khu trung tm Thng mi phc hp TP Bun M Thut 2 tng v ngha sn phm ca cng ty a. tng sn phm Vic bitis i ln v ln mnh nh hin nay chnh l 1 phn nh cng sc v sang to cng nh lng yu ngh ca b Lai Khim ( Ph TG bitis ) v chng b. Ngay t nm 1960, gia nh b c xng sn xut dp xp nh vi khong 100 cng nhn. Khi , cng ngh v my mc, thit b lc hu nn cc sn phm sn xut ra ch ph hp vi ngi tiu dng thi k , tuy nhin t n hnh thnh trong b nhng c m xy dng cho mnh mt nh my sn xut giy dp gi r ph hp vi ti tin ngi Vit Nam v nht l mang thng hiu Vit Nam. Sau khi lp gia nh nm 1978, b cng chng lm k ton ph gip anh trai ti xng sn xut cao su T Lc - Tn Bnh. n nm 1982 b v chng mi quyt nh tch ra lm ring v khi nghip bng 2 t hp sn xut giy dp Vn Thnh - Bnh Tin vi 20 cng nhn. Ban u vn t nn tp trung vo sn xut mt s mt hng mousse tm, hi, dp xp ba chu. y l mt trong nhng sn phm c ngi tiu dng trong nc v th trng ng u lc rt a chung.T khi c vn cng thm lng yu ngh tinh thn sng to lao ng ko mt mi bitis sn xut nn nhng sn phm cht lng nh giy dp v c ngi tiu dung n nhn.Nh vy sau mt khong thi gian di Bitis c c ch ng trong th trng giy dp vi thng hiu hng Vit Nam ,tng bc thc hin c tng ca mnh b. ngha sn phm T lu, giy dp tr thnh vt dng thit yu trong cuc sng ca con ngi, n khng ch phc v mc ch i li, bo v i chn m cn l sn phm thi trang, th hin c tnh ca ngi dng. Thng hiu Bitis rt ni ting vi cu sologan quen thuc Nng niu bn chn Vit. Qua , bitis mun mi khch hng hiu c rng khi dng sn phm ca bitis s c cm gic m i thoi mi v bitis s nng niu trn trng khch hng qua mi sn phm ca mnh. c.Li ch ca sn phm bitis i vi x hi

Bitis thc s to nn mt cuc cch mng v giy dp vi cht lng tt ph hp vi mi tng lp Vit Nam. Tri qua 29 nm thnh lp v pht trin, n nay Cty Biti's c mt ch ng vng chc trn nn kinh t. Vi nhng thnh qu pht trin khng ngng qua tng giai on ca Cty cng c cc t chc qun l nh nc, t chc x hi, doanh nghip v qun chng cng nhn. tng bc nng cao v th ca Biti's trn thng trng v uy tn i vi x hi : Trong nhiu nm sau Biti's nhn gii thng hng Vit Nam Cht lng cao do ngi tiu dng bnh chn, vi tm lng v s nghip chm lo gio dc ca x hi, ng gp cho phong tro khuyn hc do Hi Khuyn hc Vit Nam t chc, Biti's ng h 1 t ng gip tng thng cho hc sinh gii ti Cn Th, TP HCM, Nng, H Ni trong nm 2006, Biti's c nhn Bng Khen ca Hi Khuyn hc Vit Nam vo thng 8/2006. Nm 2007, s tin ng h hc bng "Biti's nng niu ti nng tr" tng ln 1,5 t ng. Nm 2008 s tin ng h hc bng "Biti's nng niu ti nng tr" tng ln 2 t ng. Nm 2009 s tin ng h hc bng "Biti's nng niu ti nng tr" tng ln 2,5 t ng.Nh vy c th ni bitis ng gp mt phn khng nh vo s nghip pht trin con ngi x hi vi qu hc bng cng ngy cng tng cho thy bitis ngy cng pht trin mt cch mnh m Ngoi ra bitis cng khng ngng nng cao cht lng ci tin mu m, pht trin nhiu chng loi mi theo kp nhu cu ca th trng. thm vo l chin lc xy dng ngun nhn lc c h ht sc ch thng qua vic thnh lp vin o to nhn lc cho ring mnh iu m hin nay hu ht cc doanh nghip t nhn ti vit nam cha lm c. Bitis l thng hiu c ngi tiu dng trong nc v nc ngoi bit n nhiu nm nay, hi vng vi s a dng ha cc lnh vc kinh doanh v chin lc kinh doanh mi Nng cao hnh nh thng hiu Quc gia cc sn phm mang thng hiu Bitis s khng nh mnh trn th trng quc t. 3) Phn tch im mnh yu, thi c v thch thc a) im mnh: +) Trc ht Bitis l doanh nghip c im mnh v sn phm. Sn phm ca Bitis c cht lng cao, bn cao, thi gian lo ho cao. Thng th mt sn phm ca Bitis c thi gian s dng t 3 n 5 nm. Sn phm ca Bitis rt a dng v phong ph c th phc v nhu cu cho mi la tui , mi tng lp. Gi c ca sn phm cng phn no th hin cht lng cao ca sn phm. Ngi tiu dng thng c tm l gi cao tc l cht lng cao gi c v cht lng lun c quan h mt thit vi nhau. Thm vo cc sn phm ca Bitis li rt bn ph hp vi tm l n chc mc bn ca ngi Vit Nam. +) Bitis c mt h thng phn phi rng khp trn c nc rt thun li cho vic ma hng. Ngoi cc i l, ca hng th Bitis cn c phn phi ti cc siu th, trung tm thng mi ln. Hn

na Bitis thng xuyn quan tm ti vn truyn thng v xc tin. Cc chin lc truyn thng c ch u t, c chin lc v bi bn mang li cho Bitis nhiu thnh cng. +) Cng ty c ngun ti chnh di do khng phi i vay vn kinh doanh. +) i ng cn b cng nhn vin tr, nng ng, nhit tnh, c chuyn mn vng. +) Ngoi ra Bitis cn c im mnh ni bt hn cc i th l uy tn ca thng hiu. Bitis l cng ty u tin trong ngnh giy dp u t h thng dy truyn cng ngh t i Loan, l doanh nghip u tin tung ra th trng loi sn phm giy dp c cht lng cao. C th coi Bitis l doanh nghip u tin trong ngnh giy dp. Nn Bitis l doanh nghip u tin i vo tm tr ngi tiu dng bng sn phm c cht lng cao, bng cc chng trnh qung co rm r. Nhiu nm lin Bitis c ngi tiu dng bnh chn l hng Vit Nam cht lng cao. Uy tn ca Bitis khng ch c cng nhn th trng trong nc m cn c c s cng nhn v cht lng ca cc t chc nc ngoi c uy tn nh BVQI b) im yu. +) Nng lc marketing cha cao, cc hot ng marketing cha thng xuyn, r nt v c t chc mt cch h thng +) Cha c i ng nghin cu nhu cu tiu dng sn phm nn thay i mu m chm so vi nhu cu,c bit l ca gii tr_ i tng khch hng lun mun thay i v b ngoi, a thch nhng i dp kiu cch, mu sc phong ph, tr trung. Vic lin tc cho ra i nhng sn phm cha c nhiu s sng to, t ph v kiu dng dn n vic lng hng tn kho cao. +) Gi c cc sn phm ca Bitis l rt cao so vi cc sn phm cng loi. y l mt im yu v cng ng k m Bitis ang mc phi. Tuy gi cao l do sn phm c sn xut vi cht liu tt nhm to ra sn phm c cht lng cao nhng n li tr thnh im m cc i th khc khai thc cnh tranh. Cc i th cnh tranh ca Bitis s dng cch to ra sn phm c cht lng v gi c va phi cnh tranh. c bit giy dp l sn phm cha ng yu t thi trang v vy m ngoi cht lng th mu m, mu sc cng l nhng im quan trng kch thch khch hng i ti quyt nh mua hng. Mi nm li c mt xu hng thi trang khc nhau nn mt sn phm c th l mt ca nm nay nhng nm sau n tr nn li thi v khng c chn mua. V th vic to ra mt sn phm c thi gian lo ho cao l khng cn thit. Tuy cht lng ca mt i sandal Trung Quc ch s dng c trong mt ma h nhng n li lm cho ngi khch c cm gic h lun c i mi. iu ny chng t vi mi ngi, bn b l h lun hp thi l ngi c con mt thm m v khng b lc hu sn phm vi nhng ngi xunh quanh +) Sau nhiu nm chim lnh th trng trong nc do c mt s rc ri trong knh phn phi nn Bitis mt dn th phn. S lng cc ca hng, i l ca Bitis hin nay ang b thu hp

ng k. Mt phn cng l do Bitis khng ch trng n th trng trong nc m ch ch ti vic xut khu. . +) Mt im yu na ca Bitis cng nh ca cc doanh nghip ln trong nc l s th ng v ngun nguyn ph liu, thng b cc nh cung ng p gi, t l ni a ho trn mi sn phm ch t 20-30%. Do DN khng th linh hot thay i mu m, kiu dng lm cho cc sn phm thng c gi cao, mu m khng phong ph. +) V cht lng sn phm: Cc sn phm ca BiTis mang nhiu mu sng nn rt d bn,khi b bn th kh git sch. Ngoi ra 1 s loi dp ca BiTis c thng thong km, i lu c mi hi kh chu. c) C hi. +) Th nht Bitis l thng hiu c uy tn t lu to c nhiu n tng tt p trong tm tr ca ngi tiu dng. Khi Bitis cho ra i mt lot cc sn phm mi chc chn s c nhiu ngi quan tm. Trong thi gian gn y ngi tiu dng ang dn c xu hng Ngi Vit Nam dng hng Vit Nam do cc sn phm ca Vit Nam c nhiu thay i khng nh cht lng khng thua km g cc sn phm n t nc ngoi. Nu Bitis c th khc phc c im yu ca mnh v kiu dng v hnh thc bn ngoi th chc chn s nhn c s a chung ca khch hng v tng thm uy tn cho thng hiu Bitis. Cc sn phm ca Trung Quc tuy c hnh thc p hn nhng cht lng cn rt thp, thng gy ra au chn do cht liu cng. Bitis sm c uy tn v cht lng nay ch cn ci tin v thit k mu m th hon ton c th cnh tranh vi cc sn phm ca Trung Quc. Cc doanh nghip sn xut giy dp khc ca Vit Nam cng c nhng im mnh v im yu tng t nh Bitis nn c hi t ra cho cc doanh nghip l ngang nhau. Nhng do Bitis l doanh nghip ln li ch trng vo th trng ni a hn cc doanh nghip khc nn c iu kin hn trong vic nm bt c hi ci tin sn phm. Cc sn phm ci tin ca Bitis s l nhng sn phm tin phong v s sm chim lnh c th trng. D ang gp mt s kh khn nhng Bitis vn l mt doanh nghip hng u trong sn xut giy dp thi trang ma h ca Vit Nam.. +) Cc sn phm giy - dp ca Bi Tis l sn phm thi trang do rt c gii tr tin dng trong khi t l tr ho dn s nc ta l rt cao. +) S m rng th trng quc t: Bitis kh ch trng n vic xut khu sn phm, sn phm ca bitis gi khng ch cn ph bin trong nc m c ghi nhn ngoi bin gii quc gia. Cho n gi, Bitis c mt hn 40 quc gia trn ton th gii v c s tin dng ca nhiu th trng kh tnh nh: Nga, Ukraine, Tiu cc Vng quc rp thng nht (UAE) v Bahrain..

+) Bitis c h thng phn phi ln tng thnh cng trong chin dch qung co vi khu hiu Nng niu bn chn Vit. iu ny cho thy Bitis c kh nng gii thiu, qung b sn phm mt cch tt nht ti ngi tiu dng thng qua knh phn phi v truyn thng. +) Vic ci tin mu m khng cn u t nhiu v dy chuyn, my mc sn xut, trang thit b tn km m ch cn ch trng u t i ng thit k c trnh cao. iu ny khng phi l qu kh khn Bi Bitis c i ng thit k hng hu. Cc nh thit k tr Vit Nam khng t v thng xuyn c cc cuc thi tm kim nh thit k Vit Nam. Ngoi ra th c th thu nh thit k ca nc ngoi v Bitis c ngun lc rt ln. => c th thy c hi ang rt nhiu v th trng ang rng m i vi Bitis. d) Thch thc. +) Trc ht thch thc n t i th cnh tranh trc tip l cc hng sn xut giy dp ca Trung Quc. H c im mnh v vic nhanh nhy vi th trng, sn phm khng ngng thay i, gi thp ph hp vi mc sng trung bnh. Ngoi ra trn th trng giy dp trong nc , i th cnh tranh ch yu vi hng giy-dp ca Bitis l cc Cng ty: Bitas; Ligamex; Vina giy ... chng c u th hn l gi r, mu m phong ph a dng +) Th hai l thch thc xut pht t bn thn ngnh giy dp Vit Nam. u t mt khun giy cc doanh nghip phi b ra khong 300 triu. b p c chi ph c tnh mt nm phi tiu th c 50 000i/1 doanh nghip. Do cc doanh nghip giy dp thng tm cch xut khu ra th trng quc t., c nh vy mi b p chi ph sn xut, c lng tin m rng sn xut v u t trang thit b mi. Tuy nhin v phi tp trung xut khu ra th trng quc t nn khng th tp trung ngun lc p ng nhu cu trong nc, dn n sn phm trong nc thng b li mt v kiu dng, mu sc. y l mt thch thc khng ch bitis ang phi ng u m hu ht cc doanh nghip Vit Nam cng phi i mt. +) Nn n cp bn quyn, mu m, kiu dng cng nghip ang din ra ph bin nc ta cng gy nhiu kh khn trong sn xut ca cng ty. Cng ty phi cnh tranh gay gt vi cc sn phm giy - dp gi nhi mu m, kiu dng ca bitis c by bn mi ni vi gi ch bng 1/5 gi ca cng ty. +) Mt thch thc na t ra i vi Bitis l i ng thit k cn tr, cha c nhiu kinh nghim. Trong nhng nm qua, ngnh thi trang c cng c nhiu thay i ng k nhng ch yu vn thin v thit k qun o, thit k giy dp cha c quan tm. y cng chnh l l do mu m giy dp ca bitis thua km nhiu so vi nc ngoi, m tiu biu chnh l Trung Quc 4, Phn on th trng Vi cu slogan ni ting "Nng niu bn chn Vit" th th trng chnh ca Bitis vn l sn nh.

Vi 70% sn phm c tiu th ni a. Cng ty Bitis xc nh th trng trong nc vn l t sng ca Bitis. Cng ty lun ch trng tp trung cho vic nng cao cht lng sn phm, mu m phong ph, gi c phi chng c bit l c cu sn xut chuyn sang cc sn phm mi nh: Giy ty, giy dp n thi trang cho ph hp vi nhu cu v xu hng th trng. Sau y l phn on th trng ca Bitis a. Phn on th trng theo nhn khu hc 1. Thiu nin nhi ng T 0 - 7 tui: Cc bc ph huynh khi la chn giy dp, cho la tui, ny thng quan tm ti hnh dng, mm , an ton, cng nh bn s tha mi khi s dng sn phm.H sn sng mua nhng i cht lng tt, ph hp vi yu cu vi gi ao. T 7 - 15: la tui ny thiu nin c s thch v chng kin ring. Nhng ngi ph huynh thng mua theo s thch ca con. S thch ca thiu nin la tui ny d b nh hng ca cc phng tin thng tin i chng. Tr c xu hng a thch hnh nhng con vt ng yu hay nhn vt c a thch. Cc sn phm c kiu dng p trang tr ni bt th kh c a chung. 2. Thanh nin la tui ny hu nh h t i mua v thanh ton gi sn phm. Nhn chung thanh nin Vit Nam c xu hng thi trang v mun c khng nh mnh. H b hp dn bi nhng mu m mi kiu dng ph cch. H thch sn phm c bit mang bn sc ring ph hp vi gu thm m. Mt s i theo tro lu. 3. Trung nin Nhn vin vn phng: H thng quan tm nhiu ti kiu dng v mu sc ca sn phm. Sn phm yu cu c kiu dng n gin. Thng l theo phong cch c in, mu sc hi ti mu trang tr n gin.Sn phm phi mang li cho ngi s dng cm gic thoi mi, thn thin v thc dng Sn phm c th hi mang mt cht hi hng phong cch nhng vn phi m bo tnh lch s trang nh. Ngi lao ng: Ngi lao ng th thng t quan tm ti kiu dng v v ngoi sn phm. H yu cu giy dp c gi phi chng, c cht lng v bn cao c bit l sn phm c tnh nng ph hp vi cng vic. 4. Ngi gi H thng chn mua sn phm mang tnh c in thun tin mu sc hi trm. H ch ti tnh thoi mi m giy dp mang li c bit l c tnh nng chm sc sc khe (VD: giy dp bm huyt).

b. Phn on th trng theo hnh vi Mua do nhu cu c nhn: Sn phm giy dp vi khi mua sn phm h thng ch nhiu ti kiu dng, mu sc phong cch m sn phm mang li. i giy dp c chn phi ph hp vi tnh cch v lm ni bt phong cch. Mua cho nhu cu gia nh: sn phm c chn mua thng l cc sn phm dng trong nh. Giy dp thng c mua cng loi vi thit k n gin mu sc ph hp vi ni tht bn trong nh v mang li tnh m cng. Sn phm phi ph hp vi mi ngi v mang li s thoi mi cho ngi s dng. Mua cho nhu cu cng vic: Sn phm c chn yu cu mang tnh chuyn mn ha cao (VD: giy leo ni, giy bo h) Sn phm yu cu phi c tnh chc chn v mang li an ton ti a cho ngi s dng. Mua cho nhu cu giao tip: y l sn phm mang tnh i din cho khng ch ngi s dng m c th cho c mt tp th. Ngi s dng sn sng b gi cao mua sn phm ph hp. Sn phm phi mang li tnh lch s v trang trng cho ngi dng. 5, La chn th trng mc tiu Bitis c nhiu dng sn phm phong ph (guc g, hi giy da thi trang, giy th thao, dp xp, giy ty). Chng loi a dng. Gi c ca sn phm th t i dp xp gi my chc nghn n i giy vi gi hng triu ng. Bitis hng ti mi i tng khch hng t ngi lao ng vi mc lng trung bnh ti tng lp thng lu trong x hi, t ngi gia n tr em. Mi khch hng u tr thnh th trng mc tiu ca doanh nghip. Doanh nghip s p ng nhu cu ca mi khch hng v nhng chng loi sn phm m h cn. Vi nhng c s trn Bitis chn chin lc bao ph th trng. V thng hiu Bitis khng nh v th nh chin lc "Ph dy v ph xa" ny. 6, Chin lc nh v So vi cc i th cnh tranh khc (c bit l cc nh cung cp n t i Loan, Trung Quc) th sn phm ca Bitis t ra c cht lng vt tri hn hn: c bn cao, m iBi Bitis c sn xut bng cng ngh hin i vi cht liu ngoi nhp, m bo tiu chun quc t. Bitis t chng ch ISO9001 do t chc BVQI ca vng quc Anh v Quacer ca tng cc o lng Vit Nam trao tng. iu m t cc doanh nghip giy dp Vit Nam t c (cng ty Thng nh mi ch t c chng ch ISO9002 do Quacer cp). Kt hp vi tm l ngi tiu dng Vit Nam nhng nm trc y thch n chc, mc bn. V vy cc chin lc nh v ca cng ty ch yu tp trung vo tiu ch cht lng l chnh. V Bitis phn no thnh cng khi xy dng trong

tm tr khch hng rng h l hng Vit Nam cht lng cao. Vic nh v theo cht lng sn phm th hin t duy t ph cao, s chuyn nghip so vi cc i th khc. Thc hin chin lc nh v ny, Bitis thng qua cc chin dch truyn thng, nh gi theo cht lng v qu trnh s dng trc tip ca ngi tiu dng. Nhc n Bitis, ngi ta nh ngay n khu hiu nng niu bn chn Vit, n phn no nh hng Bitis l hng Vit Nam, thch hp vi ngi tiu dng Vit. Slogan ny nh trng vo lng t ho dn tc, khi gi bn sc vn ha Vit, nh v mt thng hiu p trong lng ngi tiu dng. Tuy nhin nu khng mun b tt hu so vi cc i th cnh tranh khc th Bitis cn phi xem li chin lc nh v ca mnh v ngy nay ch bn, chc th cha . Giy dp tr thnh nhng sn phm thi trang, th hin phong cch v c tnh ca mi ngi. Cc sn phm Bitis trong tng lai cn nh v theo c 3 yu t. Cht lng tt Hnh thc, mu m p, phong ph v kiu dng, hp thi trang C dch v chm sc khch hng tt. Bitis nn tip tc nh v theo cht lng v y l chin lc nh v thnh cng. Hn na thu nhp v i sng ca ngi tiu dng ngy cng c ci thin, xu hng tiu th hng cht lng tt ngy cng tng. Trong xu th hi nhp, ngi tiu dng ngy cng c s la chn a dng, phong ph hn nn nu Bitis khng xy dng mt hnh nh thi trang, hp mt th s rt kh gi chn c khch hng. Cc sn phm Bitis mi phi c nh hng l nhng sn phm c cht lng tt v snh iu. lm c iu ny th i ng thit k ca Bitis cn phi u t nhiu hn na. Nu thnh cng th y s l im khc bit ln ca Bitis vi cc i th trong nc v nhc im v mu m chnh l nhc im chung ca hu ht cc doanh nghip da giy Vit Nam. Hin ti cc cng ty giy dp trn th trng Vit Nam u cha c hoc c b phn chm sc khch hng nhng cha thc s tt. Bitis nn tp trung khuych trng vo c im ny. Dch v chm sc khch hng trong tng lai ca Bitis nn hng ti l : t vn la chn sn phm ph hp, thu thp, lng nghe kin phn hi t khch hng, i li sn phm nu khng hi lng hoc b li 7, xut cc gii php Marketing 4Ps A, Sn phm -V cht liu:

Nn tip tc s dng cc cht liu c v tm kim cc cht liu mi t ngun nguyn liu trong nc pht trin mt loai sn phm thun Vit, ng thi thun tin cho vic ci tin mu m sn phm, h gi thnh. Pht trin mnh sn xut dp xp, v trn th trng Vit Nam gn nh ch c mt mnh cng ty Bitis l c cng ngh sn xut dp xp. Cht liu sn xut giy cho tr em, thanh thiu nin phi c bit thong mt v khng b b. V y l i tng hot ng, vui chi nhiu, thng b ra m hi chn. -V kiu dng ,mu sc: Cc sn phm Bitis hin ti khi t cnh giy Trung Quc thng b km bt mt. im d nhn thy cc sn phm Bitis n l thng s dng loi quai to bn, gy cm gic th. Bitis nn thit k quai nh, thanh mnh hn, cc ha tit trang tr cn tinh xo, ni bt, c th gn i vi nhm khch hng tr em, mu sc nn a dng phong ph, c th trang tr nhng hnh nhn vt hot hnh m cc em ang yu thch. Nn kt hp vi cc nh thit k qun o cho ra i nhng b trang phc hi ha v hin ti VIt Nam, qun o v giy dp dng nh vn pht trin c lp vi nhau. -V bao gi sn phm: Ngoi tr sn phm thi trang cao cp Gosto c bao b ring th khi mua sn phm Bitis ta thng ch c ng trong nhng chic ti mu xanh c in logo Bitis. iu ny d gy nhm chn, hn na xu hng ngy nay l nn s dng ti lm t cht liu bo v mi trng. Do , Bitis nn sn xut thm ti ng cho sn phm ca mnh, ph hp vi cc i tng khc nhau. Ti nn p v bt mt, c in logo Bitis r nt, lm t cht liu thn thin vi mi trng nh giy ngi tiu dng c th s dng li nhiu ln. Vi tr nh, bao b nn sc s, ti b gi nn in hnh bp b hay nhng con vt ng nghnh, ti b trai th in hnh siu nhnVi sn phm ca thanh thiu nin, ti cn tot nn s c tnh, phng khong. Dnh cho ph n nn thit k mm mi, hoa vn sc nt, chn mu hng hay vng nu. Dnh cho nam gii, chn mu nu hay xanh dngVic sn xut thm ti c th lm tng gi thnh mt cht nhng rt c ngha kch thch khch hng. -V chc nng: Pht trin mt hng giy dp c bit vi chc nng y t nh c th massage, bm huyt, kch thch lu thng mu cho ngi gi, dn vn phng, ngi thng xuyn vn ng B, Gi

-tip tc s dng chin lc mt gi ngi tiu dng an tm, khng lo b tr gi, s h, mua nhm. -hin ti gi cc sn phm Bitis vn cao hn nhiu so vi cc i th khc, ch yu l ph nhn cng, nguyn liu. Nu c th tm kim v s dng nguyn liu ni th gi thnh s h. Tuy nhin vn nn s dng chnh sch t gi cao hn cc i th khc v tm l ngi Vit cho rng tin no ca ny. C, Phn phi. +) Vn tip tc s dng knh phn phi 3 cp: Ngi sn xut - i l - bn bun - bn l ngi tiu dng nh c bi h thng ny ang hot ng c hiu qu. +) Nghin cu k lng th trng mc tiu, a ra quyt nh v a im cho hp l nh: cc c im v khch hng ca th trng mc tiu: tui tc, ngh nghip, trnh dn tr, thu nhp...; ngoi ra cn cn nghin cu v mt dn c, s tin li khi mua hng cng nh m bo cho vic trng by v bn hng; xem xt cc yu t khc nh h thng cc i l t nhn khng chnh thc ca chi nhnh cc ca hng cng nh cc ca hng,i l ca i th cnh tranh khc. +) Tin hnh sa cha nng cp c s h tng ca ca hng khang trang, sch p, b tr cc bin hiu hp l, bt mt, nu bt c hnh nh sn phm ca Cng ty. +) Khi la chn tin hnh m i l mi chi nhnh cn phi tnh n a im m h s b tr ca hng, kh nng cnh tranh vi i l c ca chi nhnh to iu kin thun li cho cng tc qui hoch v tit kim chi ph mng li phn phi mt cch hiu qu. +) Hin ti s pht trin trn lan cc i l mi gy khng t kh khn cho hot ng kinh doanh, gy ra s phn i quyt lit ca cc i l i vi chnh sch ca chi nhnh. Bitis cha c qui hoch chi tit v mng li bn hng, cc ca hng trc thuc v cc i l trc tip. V vy Bitis nn tin hnh qui hoch cc im bn l t chc hp l gia cc knh trnh tnh trng cnh tranh v trit tiu ln nhau. +) Cn duy tr hi ngh khch hng v m lp o to nghip v bn hng cho cc i l hng nm qua lng nghe kin ca khch hng cng nh nng cao nghip v bn hng ca chi nhnh to iu kin kinh doanh hiu qu. +) C th m thm cc i l hoc kt hp vi mt s nh bn bun cc khu th mi, nhng ni m c nhiu kh nng c s gia tng dn s, ni m c nhiu nhng ngi tr sinh sng trong nhng nm ti +) M rng phn phi sn phm ti cc siu th, cc trung tm thng mi c bit l vo dp cui tun hay cc dp l tt trong nm v bitis thng tp trung phn phi sn phm nhng th ln,

c nhiu h thng siu th v vi nhng ngi dn thnh th vic i siu th tr thnh thi quen khng th thiu.

D,Truyn thng. +) Vn s dng v gi nguyn cu Slogan nng niu bn chn Vit. Ngi tiu dng Vit Nam rt quen thuc vi qung co nng niu bn chn Vit. y c th coi l mu qung co thnh cng ca Bitis v tr thnh bi hc kinh nghim cho nhiu doanh nghip Vit Nam.Qung co ny c thit k v dn dng bi mt cng ty qung co ni ting ca Php vi chi ph ln ti 50 000$. Tuy nhin thnh cng m n mang li cho Bitis l khng nh. V vy khng cn thay i cu slogan i su vo lng ngi Vit Nam lu nay. +) Cn c thm mt s hnh thc tng thng khuyn khch cc i l, nhn vin to ra doanh thu cao bn c hng vi s lng ln. +) Thc hin cc chin dch qung co,ra mt sn phm mi trn cc phng tin truyn thng, c bit l cc dp l tt nh 30/4,1/5, u thng 9 nhn dp khai ging nm hc mi,v vo dp tt nguyn n. khuych trng, gii thiu sn phm mi. Thm ch c th t chc show trnh din ra mt sn phm mi ti mt s cng vin,nh ht ln v mi nhng ca s, din vin ni ting tham gia vo bui gii thiu sn phm. +) Cc phng tin truyn thng, thng tin i chng c th s dng l truyn hnh (c th l sau cc chng trnh thi s trn vtv1, cc gameshow truyn hnh trn vtv3, gia cc b phim); pano, p phch (nhng tm bin qung co ln gn trn cc ng ph, gn cc trm xe bus gy n tng trong lc ch); bo ch ( c bit l bo dnh cho gii tr nh Hoa hc tr, Sinh vin Vit Nam, dnh cho ph n nh th gii ph n, tip th gia inh v y l nhng i tng mua hng ch yu, v vic ng thng tin ln nhng t bo ng tin cy m h hay c s gip tng thm s tin cy ca sn phm dnh cho h) +) p dng cc chng trnh khuyn mi, gim gi vo cc dp l tt; vo nhng dp c bit cn c chng trnh rt thm trng thng, c bit vi cc khch hng nh tui c th tng qu km theo l m, o, bt bi vo u nm hc; c th c nhng hot ng tri n i vi khch hng trung thnh vi sn phm nh pht th Vip, th hi vin c hng nhng u i khi mua hng, khi c sn phm mi cng ty s pht cataloge v c nhn vin a n tn nh nu c yu cu. Nhng khch hng mua sn phm ca Bitis khi mang v nh khng va chn hoc pht hin ra li sn phm th c th i li ti i l mua