You are on page 1of 19

Phn tch nh hng ca mi trng n hot ng Marketing ca Cng ty Honda Vit Nam

M u Nhng nm gn y kinh t nc ta c nhiu khi sc. Hot ng kinh t vi thi quen theo s ch o t trn xung v kt qu hot ng ph thuc vo ni ch qun, khng quan tm n qu trnh hot ng... khng cn na. Thay vo l nn kinh t th trng c s iu tit v m ca nh nc. Do vy marketing ngy cng tr nn quan trng v chng t c rng Marketing l cha kho vng gip cc doanh nghip ng vng v pht trin trong cuc cnh tranh sinh tn trn thng trng. Ngy nay cc doanh nghip phi hot ng trong mt mi trng y bin ng, vi cc i th cnh tranh, vi nhng tin b khoa hc k thut lun thay i mt cch nhanh chng, cng vi l s gim st lng trung thnh ca khch hng, s ra i ca nhiu iu lut mi, nhng chnh sch qun l thng mi ca nh nc. Do vy cc doanh nghip cn phi gii quyt hng lot cc vn mang tnh thi s cp bch. Mt trong nhng vn ch yu l hot ng nghin cu v phn tch marketing nhm xc nh tnh th, thi c v nguy c c th xy ra, nh gi ng thc cht kh nng kinh doanh ca cng ty mnh v cc i th cnh tranh, qua cng ty c th xc nh th trng trng im v nh v thnh cng nhn hiu mt hng ca mnh trn th trng trng im . V vy, Nhm chng ti xin chia s vi Thy c v cc bn v ti c tiu Phn tch nh hng ca mi trng n hot Marketing ca Cng ty Honda Vit Nam. Ni dung nghin cu gm nh sau: Phn 1: Tng quan v Marketing Phn 2: Thc trng hot ng marketing ti Cng ty Honda Vit Nam Phn 3: Gii php khc phc i vi hot ng marketing ti Cng ty Honda Vit Nam.

PHN 1: TNG QUAN V MARKETING 1- S ra i ca marketing. Marketing hin i v marketing truyn thng Thot u Marketing xut hin qua nhng hnh vi ri rc gn vi nhng tnh hung trao i nht nh. Nh vy c th ni Marketing xut hin gn lin vi trao i hng ho. Nhng iu khng c ngha l Marketing xut hin ng thi vi s xut hin trao i. Marketing ch xut hin khi trao i trong mt trng thi hay tnh hung nht nh: hoc l ngi bn phi c gng bn c hng, hoc l khi ngi mua phi c gng mua c hng. C ngha l tnh hung trao i lm xut hin Marketing l khi ngi ta phi cnh tranh bn hoc cnh tranh mua. Nh vy nguyn nhn su xa lm xut hin Marketing l cnh tranh. Trong thc tin hnh vi Marketing xut hin r nt t khi nn i cng nghip pht trin, thc y sn xut tng nhanh v lm cho cung hng ho c xu hng vt cu. Khi buc cc nh kinh doanh phi tm cc bin php tt hn tiu th hng ho. Qu trnh tm kim cc gii php tt hn thc y tiu th hng ho lm cho hot ng Marketing ngy cng pht trin v l c s hnh thnh mt mn khoa hc hon chnh - Marketing. Thut ng Marketing ra i ln u tin M vo nhng nm u th k XX. N c truyn b sang chu u, chu , ri ti nc ta vo nhng nm 1980. Marketing c ngun gc t ch market c ngha ting Anh l ci ch, th trng. ui ing mang ngha tip cn, v vy marketing thng b hiu nhm l tip th. trnh nhm ln, thut ng marketing thng nguyn, khng dch. Marketing truyn thng Marketing truyn thng: tiu th nhanh chng hang ho c sn xut thng qua phn phi, qung co v bn hang. c s dng ch cc k nng Marketing c p dng trong thi k u. c trng ca th trng trong thi k ny: - Sn xut cha pht trin, phm vi th trng, s lng nh cung cp cn hn ch, th trng do ngi bn kim sot; - Phm vi hot ng ca Marketing ch b hp trong lnh vc thng mi nhm tm kim th trng tiu th nhng hng ho hoc dch v sn c;

- Trit l bn hng: bn ci m nh xut c nhm mc tiu thu li nhun ti a cho ngi bn. Marketing hin i Marketing hin i: L ngh thut kt hp, vn dng nhng n lc nhm khm ph, sang to, tho mn v gi m nhu cu ca khch hang to ra li nhun. c trng ca th trng sau i chin th gii th 2: - Kinh t tng trng vi tc cao - Tin b KH-CN din ra nhanh chng - Cnh tranh din ra gay gt - Gi c hng ho bin ng mnh - Khng hong tha lin tip xy ra - Ri ro trong kinh doanh nhiu - Vai tr ca ngi mua tr nn quan trng hn (h qu). Phm vi hot ng ca Marketing hin i rng hn. Marketing hin i coi th trng l khu quan trng nht ca qu trnh ti sn xut hng ho. Nhu cu, th hiu ca ngi tiu dng l yu t quyt nh qu trnh sn xut kinh doanh. Trit l ca Marketing hin i l bn nhng ci m khch hng cn. Mc tiu ca Marketing hin i l thu c li nhun cho ngi bn, cho nh sn xut thng qua vic tho mn cao nht nhu cu ca ngi mua, ngi tiu dng. 2- Khi nim mi trng marketing Mi trng marketing ca Doanh nghip l tp hp nhng ch th tch cc v nhng lc lng hot ng bn ngoi Doanh nghip c nh hng n kh nng ch o bin php marketing thit lp v duy tr mi quan h hp tc tt p vi cc khch hang mc tiu. 3. Phn tch cc yu t nh hng ca mi trng marketing S thnh cng v marketing ty thuc vo vic xy dng chin lc v cc chnh sch marketing ng n (cc biu s c th kim sot c) ph hp vi nhng thay i ca mi trng marketing (cc biu s khng th kim sot c). Mi trng marketing tiu biu cho mt lot cc th lc khng ch kim sot c m doanh nghip phi da vo xy dng chin lc v chnh sch marketing thch hp. Theo P. Kotler, mi trng marketing ca mt doanh nghip bao gm nhng tc nhn v nhng lc lng nm ngoi chc nng qun tr

marketing ca doanh nghip v tc ng n kh nng qun tr marketing, trong vic pht trin cng nh duy tr cc trao i c li i vi cc khch hng mc tiu. Vic phn tch mi trng marketing s gip doanh nghip pht hin cc c hi v e da i vi hot ng marketing, v vy doanh nghip cn phi vn dng cc kh nng nghin cu ca mnh d on nhng thay i ca mi trng. Mi trng marketing c phn tch theo hai nhm yu t: mi trng vi m v mi trng v m. Mi trng vi m Mc tiu ph bin ca mi doanh nghip l phc v quyn li v tha mn nhu cu ca th trng mc tiu la chn. t c iu , doanh nghip phi lin kt vi cc nh cung cp v cc trung gian marketing tip cn khch hng mc tiu. Cc nh cung cp - doanh nghip - trung gian marketing to nn h thng marketing ct yu ca doanh nghip. Ngoi ra, hot ng marketing ca doanh nghip cn chu s tc ng ca cc i th cnh tranh v cng chng. Nh vy, mi trng vi m ca hot ng marketing l tng th cc tc nhn nh hng trc tip n hot ng marketing ca doanh nghip, bao gm: doanh nghip, cc nh cung cp, cc i th cnh tranh, cc trung gian marketing, cc khc hng v cng chng. Doanh nghip Phn tch doanh nghip vi t cch mt tc nhn thuc mi trng vi m, nh qun tr marketing s xem xt vai tr ca b phn marketing trong doanh nghip, mi quan h v tc ng h tr ca cc b phn sn xut, ti chnh, nhn s i vi b phn marketing. B phn marketing ca doanh nghip c trch nhim hoch nh v trin khai thc hin chin lc, cc k hoch, chnh sch v chng trnh marketing thng qua cc hot ng qun tr nh nghin cu marketing, qun tr nhn hiu, qun tr lc lng bn,... Cc nh qun tr marketing cng phi phi hp hot ng vi cc b phn chc nng khc nh b phn ti chnh m bo ngn sch cn thit cho vic thc thi cc k hoch marketing, phn b ngn sch cho cc sn phm, nhn hiu khc nhau v cc hot ng marketing khc; b phn nghin cu v pht trin nghin cu ci tin hay thit k sn phm mi thnh cng; b phn sn xut nhm huy ng nng lc sn xut (thit b, nhn lc) p ng yu cu sn xut theo k hoch; b phn k ton hch ton chi ph v thu nhp gip cho vic iu hnh hot

ng marketing c hiu qu. Ngoi ra, cn phi nh gi kh nng marketing, nhng im mnh v im yu ca hot ng marketing ca doanh nghip so vi cc i th cnh tranh la chn chin lc marketing cnh tranh v thit k cc chnh sch marketing ph hp. Ccnh cung cp Nh cung cp l t chc hoc c nhn kinh doanh cung cp nguyn vt liu cn thit cho vic sn xut sn phm ca doanh nghip v cc i th cnh tranh. quyt nh mua cc yu t u vo, doanh nghip cn xc nh r c im ca chng, tm kim ngun cung cp, cht lng v la chn nh cung cp tt nht v cht lng, uy tn giao hng, tin cy v m bo gi h. Nhng bin i trong mi trng cung cp c th tc ng quan trng n hot ng marketing ca doanh nghip. Cc nh qun tr marketing cn theo di cc thay i v gi c ca nhng c s cung cp chnh yu ca mnh. Vic tng gi ph cung cp c th buc phi tng gi c, iu s lm gim st doanh s d liu ca doanh nghip. Cc nh qun tr marketing cn phi quan tm n mc c th p ng ca cc nh cung cp v nhu cu cc yu t u vo ca doanh nghip. S khan him ngun cung cp s nh hng n tnh u n trong kinh doanh, v do vy nh hng n kh nng phc v khch hng ca doanh nghip. Nhiu doanh nghip thch mua t nhiu ngun cung cp trnh l thuc vo mt nh cung ng c th d dng nng gi v cung cp hn ch. Doanh nghip cn xy dng mi quan h lu di vi cc nh cung cp ch yu. Trong nhng thi k khan him, doanh nghip cng cn phi lm marketing i vi cc nh cung cp mua c ngun nguyn liu cn thit. Cc trung gian marketing Cc trung gian marketing l nhng c s kinh doanh h tr doanh nghip trong vic c ng, bn hng v giao hng ca doanh nghip n tn tay ngi tiu dng. H bao gm: Cc trung gian phn phi sn phm: cc nh bun (bn s v l), i l, mi gii. Cc trung gian phn phi to nn s tin li v a im (tn tr sn phm gn ni khch hng c tr to nn s sn c cho vic mua sm), tin li v thi gian (bng cch m ca nhiu gi hn khch hng mua thun tin), tin li v chng loi (chuyn mn ha ca hng hay sp xp, b tr cc quy by sn phm tin cho vic la chn ca ngi mua), tin li v s hu (bng cch chuyn sn phm n khch hng theo cc hnh

thc thanh ton d dng nh tr bng th tn dng). Cc c s h tr hot ng phn phi, bao gm h thng cc doanh nghip kinh doanh kho bi v bo qun; cc c s vn chuyn...gip cho doanh nghip tn tr v vn chuyn sn phm t im gc n ni tiu th. Cc doanh nghip phi quyt nh la chn hnh thc v phng tin vn chuyn no cho hiu qu nht trong s so snh v chi ph, giao hng, tc v an ton. Cc c s dch v marketing nh cc c quan nghin cu marketing, cc cng ty qung co, cc hng truyn thng v cc hng t vn v marketing h tr cho doanh nghip trong vic hoch nh v v c ng sn phm n ng ngay th trng. Mi trng v m Mi trng v m l nhng lc lng trn bnh din x hi rng ln hn, c nh hng n mi trng vi m, nh cc yu t nhn khu, kinh t, t nhin, k thut, chnh tr v vn ha. *.Mi trng nhn khu mi trng nhn khu ngi ta quan tm n cc vn nh: - Quy m dn s v tc tng dn s.Thng thng quy m dn s ca mt quc gia, ca vng,khu vc, a phng cng ln th bo hiu mt quy m th trng ln.Dn s tng nhanh , chm hay gim st l ch s bo hiu trin vng tng ng ca th trng -C cu dn s. c cu v tui tc , gi tnh, c tc ng n c cu nhu cu ca hng ha dch v c th v c tnh ca nhu cu -Quy m gia nh ( s lng gia nh, s con c sinh trong mt gia nh....),tnh trng hn nhn(tui kt hn, tui sinh con u lng ...) -Tc th ha. th hin mc tp trung n c trong 1 vng, di dn t nng thn ln thnh th....iu ny to c hi cho vng ny nhng li em li nguy c cho vng khc * Kinh t. th hin cc mt nh: -Thu nhp: -Tim nng ti chnh,tc tng trng...phn nh ngun lc c th huy ng c v cht lng ca n (v d ti nguyn ,con ngi, v tr a l..) -Lm pht, kh nng iu khin lm pht *T nhin t nhin l ngun cung cp ti nguyn cho kinh doanh.Tuy mc khc nhau nhng ngnh kinh doanh no cng b tc ng bi mi trng t nhin.h quan tm ti ti nguyn c th ti to v khng th ti to.khi ti nguyn khan him nh hung n n mc gi nguyn liu, nng lng...

cho hot ng kinh doanh.ngy nay hin tng nhim mi trng cng c quan tm v khi mi trng xu i to c hi cho ngnh c kh nng ti to mi trng... nhng li l nguy c cho ngnh khc *Khoa hc k thut KHKT manh li cho i sng con ngi nhiu iu k diu .nhng tc ng hai mt cu n lm cho con ngi xem xt k khi a chng vo ng dng. tc tin b cng ngh qu nhanh lm vng i sn phm b rt ngn.doanh nghip phi c chin lc c sn phm mi ci tin sn phm, to ra sn phm mi... p ng nhu cu ca khch hng doanh nghip cng cn lin kt cht ch vi nh khoa hc ng dng cc pht minh vo thc tin doanh nghip phi nm r cc tiu chun quc t, trong nc la chn cng ngh cho ph hp *Mi trng chnh tr n nh chnh tr l tin pht trin kinh t khi xy dng chin lc kinh doanh cn xem xt cc yu t chnh tr l quan im, mc tiu, nh hng pht trin x hi ca ng cm quyn.. Mc n nh chn tr x hi th hin thi phn ng ca dn chng,s hon thin ca h thng php lut, hiu lc thc hin lut php trong i sng kt-xh *Mi trng vn ha mtrg ny ngi ta quan tm n 3 vn l nn vh,nhnh vh,s bin i vh cc DN c th khai thc cc nhnh KD t yu t vn ha trnh cc iu cm k v vn ha -Nn vn ha l nhng chn mc gi tr phn nh bn sc vh ca mt dn tc, vng min, mt quc gia.cc chn mc gi tr ny c lu gi 1 cch bn vng theo thi gian v hon cnh -Nhnh vn ha l chun mc gi tr ca 1 nhm ngi c k,hon cnh sng, nhng quan nim ging nhau trong khi vn bo tn bn sc vh ct li -S bin i vn ha.s bin i ny c th do t thn ca nn vh hay c s du nhp t bn ngoi, th gii bn ngoi.Ngi lm marketing ht sc quan tm n vic pht hin nhng bin i v vh c th bo trc cc c hi v e da cho DN l nhng nh hng ca mi trng v m n hot ng marketing ca DN.hi vng n c th gip ch c cho bn

PHN 2: THC TRNG HOT NG MARKETING TI CNG TY HONDA VIT NAM 1.Gii thiu v Cng ty Honda Vit Nam - Xe my l phng tin i li quan trng ch yu ti Vit Nam. K t khi Honda bc chn vo th trng Vit Nam hn 10 nm trc y, Cng ty lien tc u t xy dng c s h tng sn xut nhm p ng nhu cu ngy cng tng cao ca th trng m xe my l phng tin chim gn 90% ti cc thnh ph ln

Nh my xe my

Nh my t

Mang n cc sn phm xe my cng ngh cao v thn thin vi mi trng Nh my xe my th nht : Thng 3 nm 1998, Honda Vit Nam khnh thnh nh my th nht. c nh gi l mt trong nhng nh my ch to xe my hin i nht trong khu vc ng Nam , nh my ca Honda Vit Nam l minh chng cho nh u t nghim tc v lu di ca Honda ta th trng Vit Nam. Thnh lp: Nm 1998 Tr s: Phc Thng, Phc Yn, Vnh Phc Vn u t: USD 290,427,084 Lao ng: 3.560 ngi Cng sut: 1 triu xe/nm S thnh lp: Cng ty Honda Vit Nam (HVN) l cng ty lin doanh gm 03 i tc: Cng ty Honda Motor (Nht Bn 42%) Cng ty Asian Honda Motor (Thi Lan 28%) Tng Cng ty My ng Lc v My Nng Nghip Vit Nam 30%)

Nh my xe my th hai: Nhm p ng nhu cu ngy cng gia tng ca khch hng Vit Nam, Honda Vit Nam quyt nh u t m rng sn xut, nng cao sn lng ti th trng Vit Nam. Thng 8 nm 2008, nh my xe my th hai chuyn sn xut xe tay ga v xe s cao cp vi cng sut 500,000 xe/nm c khnh thnh ti Vit Nam. iu c bit ca nh my xe my th 2 chnh l yu t thn thin vi mi trng v con ngi. Theo , nh my ny c xy dng da trn s kt hp hi ha v hp l nht cc ngun nng lng t nhin l: Gi, nh sng v Nc. Nm thnh lp: Nm 2008 Tr s: Phc Thng, Phc Yn, Vnh Phc Vn u t: 65 triu USD Lao ng: 1.375 ngi Cng sut: 500.000 xe/nm Tnh n thi im hin ti, tng cng sut sn xut ca c 2 nh my xe my l 1,5 triu xe/nm, a Honda Vit Nam tr thnh mt trong nhng nh my sn xut xe my ln nht ti khu vc v trn ton th gii. t Thng 3 nm 2005, Honda Vit Nam chnh thc nhn c giy php ca B K hoch v u t cho php sn xut lp rp t ti Vit Nam. y l mt mc lch s quan trng nh du s pht trin ca Cng ty. Ch sau 1 nm v 5 thng, Honda Vit Nam xy dng thnh cng nh my, xy dng mng li i l, cc chng trnh o to bn hng, dch v, li xe an ton cho nhn vin cc i l v ra mt mu xe u tin vo thng 8 nm 2006. T thi im , Honda Vit Nam khng ch c bit n l nh sn xut xe my vi cc sn phm danh ting m cn l nh sn xut t uy tn ti th trng Vit Nam. my sn xut t: Nm thnh lp: 2005 Tr s: Phc Thng, Phc Yn, Vnh Phc Vn u t: Khong 60 triu USD Nh

Din tch: 17.000m2 Lao ng: 408 ngi Cng sut: 10,000 xe/nm Nh my sn xut t c trang b my mc v thit b tng t nh cc nh my Honda cc nc khc vi tiu ch c bit coi trng cht lng, an ton v thn thin vi mi trng. Hn na, nh my cn c trang b dy chuyn lp rp ng c vi mong mun tng bc ni a ha cc sn phm t .

2. nh hng ca mi trng n hot ng marketing ti Cng ty Honda Vit Nam 2.1 Tc ng ca cc nhn t mi trng vi m: Mi trng marketing vi m l nhng lc lng c quan h trc tip vi bn thn cng ty v nhng kh nng phc v khch hng ca n ,tc lnhng ngi cung ng ,nhng ngi mi gii marketing ,cc khchhng,cc i th cnh tranh v cng chng trc tip.

2.1.1 Cc lc lng bn trong cng ty K t khi Honda bc chn vo th trng Vit Nam hn 10 nm trc y,cng ty lin tc u t xy dng c s h tng sn xut

nhm p ngnhu cu ngy cng tng cao ca th trng m xe my l phng tin chimgn 90% ti cc thnh ph ln.Thng 3 nm 1998, Honda Vit Nam khnh thnh nh my th nht. cnh gi l mt trong nhng nh my ch to xe my hin i nht trong khuvc ng Nam , nh my ca Honda Vit Nam l minh chng cho nhu t nghim tc v lu di ca Honda ti th trng Vit Nam. Nh myxe my th hai: Nhm p ng nhu cu ngy cng gia tng ca khch hngVit Nam, Honda Vit Nam quyt nh u t m rng sn xut, nng caosn lng ti th trng Vit Nam. Thng 8 nm 2008, nh my xe my thhai chuyn sn xut xe tay ga v xe s cao cp vi cng sut 500,000 xe/nm c khnh thnh ti Vit Nam. iu c bit ca nh my xemy th 2 chnh l yu t thn thin vi mi trng v con ngi. Theo, nh my ny c xy dng da trn s kt hp hi ha v hp l nhtcc ngun nng lng t nhin l: Gi, nh sng v Nc.B my qun l: cng ty Honda Vit Nam l cng ty lin doanh gia Cngty Honda Motor Nht Bn, Cng ty Asian Honda Motor Thi Lan v TngCng ty My ng lc v My Nng nghip Vit Nam. Cng ty Honda tchc cc m hnh chc nng gm cc b phn sau:

Vic son tho cc k hoch v chng trnh c giao cho b phnMarketing. Cc b phn khc trong cng ty thng c nhng mc tiu theoui khc nhau do chc nng v cng vic ca h chi phi v th cc b phn trong cng ty khng phi lc no cng thng nht vi nhau . V vy,cc nh qun l lun t chc cc cuc hp giao lu trao i gia cc b phn, tm cch ci thin l li lm vic ca nhn vin. Ph trch phng ban, phn xng lun san s trch nhim m bo mi thnh vin u tham giav cng hc hi. Cng ty c chnh sch lun chuyn nhn vin l cch thc gip cc phng ban lm vic hiu qu v mc tiu

chung ca doanhnghip.Tnh hnh lao ng: hin nay cng ty c 5.345 lao ng th 4.782 lao ng c k hp ng lao ng, c tham gia BHXH, BHYT, thu nhp ngilao ng t trn 1,8 triu ng/ngi/thng.Ngi lao ng c bo mgi lm 44 gi/tun, chnh sch lng thng r rng theo ng quy nhca php lut. 2.1.2 Cc nh cung ng Nhng ngi cng ng l nhng cng ty kinh doanh v nhng ngi c thcng cp cho cng ty v cc i th cnh tranh cc ngun vt t cn thit dsn xut ra nhng mt hng c th hay dch v nht nh. c th sn xut ra cc sn phm xe my, t,cng ty Honda phi muathp,nhm,v xe.v cc vt t khc .ngoi ra cng ty cn phi mua sclao ng,thit b nhin liu,in nng,my tnhcn thit sn xut ra sn phm Cng ty Honda Vit Nam nhp ph tng t cc nc nh :Nht bn,ThiLan,Trung Quc c th p ng nhu cu v cht lng,Cc nh qun tr marketing lun ch trng n nhng s kin xy ra trongmi trng ngi cung ng,bi v nhng s kin c th nh hng nhot ng marketing ca cng ty.cng ty lun phi ch trng n cc bin php phng ri ro t cc nh cung ng.c th cng ta c th xem xt nri ro ng t nht bn , lm nh hng rt ln n ngnh cng nghip t nc ny.v ng thi lm nh hng ti vic cung cp phj tng cacc cng ty nht bn cho cng ty Honda Vit nam.Tuy nhin v pha cc nh lnh o cng ty Honda vit nam khng nh,h c phng n d phng. Ti thi im ny, Honda Nht Bn ang phi ngng vic xut khu phtng t mt s nh my nhng i din Honda Vit Nam khng nh iu khng nh hng n vic sn xut ca lin doanh ny v chng ti c lng hng d tr v trong trng hp cn thit chng ti cng s cn nhcn vic tm nh cung cp khc duy tr sn xut.i din mt i l ca Honda Vit Nam cng khng nh, lng ph tngthay th ti i l hin khng thiu do cc i l ca Honda ln k hochnhp ph tng cho c nm nn lng ph tng trong kho vn dng btchp ngun cung t Nht b ngng tr mt thi gian kh di.- ngoi ra b phn marketing ca Honda vit nam lun ch trng v st saotrong vic theo di gi c cc mt hng t cc nh cung ng cung cp,bi vvic tng gi nhng vt t mua v c th khin cng ty tng gi cc mthng t,xe my; iu ny s nh hng khng tt n v th cnh

tranh cacng ty trn th trng.Cng ty Honda Vit Nam to ra cc mi quan h tt vi cc nh cung ng c th nhp hng vi gi u i. 2.1.3 Nhng ngi mi gii marketing Nhng ngi mi gii marketing l nhng cng ty h tr cho cng ty iln,tiu th v ph bin hng ha ca cng ty trong gii khch hng. ygm c nhng ngi mi gii thng mi,cc cng ty chuyn t chc luthng hng ha,cc t chc dch v marketing v cc t chc ti chnh tndng.-nhng ngi mi gii thng mi. Honda vit nam bn cc sn phm t xe my ca mnh thng qua cc il chnh hng,cc showroom bn v gii thiu sn phm ca cng ty.ngoira cc sn phm ca Honda vit nam cn c bn rng ri ti cc cahng,cc i l trn ton quc.-cc cng ty chuyn t chc lu thng hng hacc cng ty chuyn t chc v lu thng hng ha l cc cng ty gip Hondavn chuyn ,d tr sn phm v vn chuyn chng t ni sn xut ti nitiu th.-cc t chc dch v marketingHonda mi ln tung ra 1 sn phm hay 1 chng trnh mi u thu cccng ty qung co ,cc cng ty t chc s kin h gip cng ty qung bco hnh nh ca mnh trn th trng. 2.1.4 i th cnh tranh Vit Nam hin nay, kinh doanh xe my rt pht trin phong ph v chngloi v mu m, gi c. Cc i th cnh tranh lun tm cch a ra ccchng trnh hp dn dnh li khch cho mnh. V vy khch hng cnhng la chn sn phm ca cc nh cung cp khc nhau. V vy bnc nhiu xe v nng cao v th cnh tranh ca mnh Honda c nhngchnh sch: tm nh cung cp cc yu t u vo ph hp, sn xut v lp rpxe trn dy chuyn hin i, t ng ha, kiu dng mu m p, gi r, titkim nhin liu, thn thin vi mi trng p ng yu cu ca khch hng.Trong nm 2009, Honda Vietnam tiu th 1,43 triu xe my, tng 18% sovi nm 2008. Cng theo Honda Vietnam, tng lng xe my tiu th trnton th trng Vit Nam nm 2009 l 2,75 triu chic, tng 8% so vi nm 2008. Nh vy th phn ca Honda vn nm mc cao (gn 50%), mc d khngcn chim v tr c tn ti Vit Nam na. Bn cnh Honda, cc hng snxut xe my ca nc ngoi ang c nh my ti Vit Nam gm c: Suzuki,Yahama, SYM v Piagio 2.1.5 Cng chng Vit Nam l quc gia c dn s ng, kt cu dn s tr, s ngi trong tui lao ng chim t trng ln, phng tin ch yu l xe p

v xe my.Tuy nhin nhng nm gn y i sng nhn dn ngy cng c ci thinnhu cu v phng tin i li cng gia tng c bit l tng lp tr. Trnh hc vn ca ngi dn ngy cng nng cao s ngi c trnh i hc vcao ng chim t trng cng ln. Thu nhp ca ngi dn ngy cng tng.Chnh nhng hiu bit v thu nhp hin ti lm h c xu hng tiu dngnhng sn phm cht lng tt v hp thi trang v vy, i hi cc doanhnghip phi nghin cu cho ra i cc sn phm phc v nhu cu dn chng.Honda cng nm trong xu hng , doanh nghip nghin cu v cho rai sn phm xe my tay ga mi LEAD. 2.1.6 khch hng Honda lun quan tm nghin cu k nhng khch hng ca mnh qua c th p ng tt nht nhu cu ca h.Chnh v vy Honda lun c cc sn phm ph hp vi tng i tngkhch hng.v d :i vi cc khch hng c thu nhp thp hoc trung bnh cng ty a ra cc sn phm xe my bnh dn.ph hp vi ti tin cah.nh cc sn phm xe my WAVE anpha,wave Rs,click Cc khch hng c thu nhp cao th cng ty a ra cc sn phm xe tayga.xe hi t tin nh: SH, Dylan, PSCc sn phm xe hi nh: Civic, CR-VHay sn phm xe hi cao cp phc v cho nhng ngi giu nh:accord vigi 1,7 t ng vit nam.Vic nghin cu k nhu cu ca khch hng c th a ra cc sn phm ph hp l iu v cng quan trng,quyt inh thnh cng ca doanh nghiptrn th trng.v vy trc khi tung ra 1 sn phm mi Honda lun t chccc chng trnh thm d kin khch hng v nghin cu th trng cnthn.vic lm bt c nhu cu ca khch hng s gip cng ty thanh cngv qua cng gp phn nng cao v th cnh tranh ca Honda so vi cci th trn th trng. 2.2 Tc ng ca cc nhn t v m 2.2.1. Mi trng kinh t Vit Nam l nc ang pht trin, thu nhp ca ngi dn hin nay l do ccngun: tin lng, thu nhp ngoi lng, thu nhp t li sut tin gi. Thunhp ca ngi dn tng nhanh trong nhng nm gn y iu ny (nm2008 thu nhp bnh qun u ngi trn 1000USD trong khi nm 2007 l 835USD) lm thay i c cu chi tiu cho cc sn phm. S pht trin adng cc thnh phn kinh t to iu kin pht trin mnh m ca hng snxut v hng tiu dng. cng l iu kin thun li hng xe Honda pht trin sn xut v kinh doanh xe my tay ga.

2.2.2. Mi trng chnh tr - php lut Nh nc to iu kin thun li cho cc doanh nghip sn xut xe mytrong nc pht trin nh: gim 50% thu VAT i vi xe my, xe mt 2 bnh v 3 bnh c dung tch xi-lanh trn 125 cc cng vi 4 nhm hng hakhc s ng lot c gim 50% thu VAT t nay n ht nm 2009 theochng trnh kch cu tiu dng mi ca Chnh ph. Chnh ph c chinlc pht trin cng nghip xe my n nm 2015 sn xut p ng 95%nhu cu xe my trong nc; trn 95% linh kin, ph tng; kim ngch xutkhu xe my, linh kin, ph tng t khong 500 triu USD; nng cao nnglc cc Trung tm Nghin cu v Pht trin t thit k c cc loi xethng dng v mt s loi xe cao cp. 2.2.3. Cng ngh Cng ngh L nhn t m bt k doanh nghip kinh doanh cng khngth b qua c bit l hin nay khi m : khoa hc k thut ngy cng phttrin nhanh chng.Vic pht minh ra cc thit b, my mc hin i png nhu cu con ngi ngy cng xut hin nhiu hn.Vic nhn bit, pdng cc thnh tu vo sn xut , qun l bn hng gip cc doanhnghip to li th ring cho mnh. Ngy nay, s pht trin ca khoa hc cng ngh l mt trong nhng yu tto nn sc mnh cnh tranh ca cc doanh nghip. Doanh nghip no c bquyt cng ngh my mc thit b hin i c p dng trong sn xut kinhdoanh, doanh nghip c th to ra cc sn phm khc bit v nhanh chngchim lnh th trng. Nhn thc c tm quan trng ca khoa hc cng ngh,cng ty Honda vitnam khng ngng nghin cu v cp nht cng nh p dng cc cng nghk thut tin tin,hin i nht p dng vo sn xut cc sn phm camnh honda p dng cng ngh t ng ha vo qu trnh sn xut, gip Hondatng nng sut cht lng sn phm gim thiu nhng sai st trong qu trnhsn sut lp rp sn phm. Nhng cng ngh tin tin nht c Honda Vit Nam tch cc p dng vod n ny vi quyt tm hn ch n mc ti a cht thi ra mi trngng thi m bo s kinh t, tit kim trong vic ti ch cht thi. Ch tocc sn phm thn thin vi mi trng. Hin ti Honda Vit Nam honton loi b ch khi sn s dng, thay th ton b Cr6+ bng Cr3+. TiHonda Vit Nam, cht aming khng c s dng ch to m phanh vcht ny l tc nhn gy ung th phi. Cng ty cng u t v ng dngcc cng ngh mi trng tin tin, to ra cc sn phm thn thin vi mitrng v d nh: ng x xe my do Cng ty sn xut c thit k theo tiuchun Honda ton cu m bo qui chun cho php v lng kh thi, c bit kh thi

ca xe my khng gy tc hi cho nhng ngi i pha sau.Trong nm 2006, Cng ty gii thiu mt kiu xe my mi rt thn thinvi mi trng mang tn CLICK c trang b ng c mi 108cc lm mt bng dung dch c b tn nhit tch hp vi lng kh thi Nox, HC v CO2cn thp hn c tiu chun Euro-2 . 2.2.4.Mi trng vn ha x hi Gi c nh hng trc tip n nhu cu, ti s la chn hng ho v dch v,gi nh hng nhu cu cho ngi tiu dng. Xu hng ca ngi tiu dngl tit kim, la chn hng gi thp khng ch l la chn ca ngi tiudng Vit Nam k c ngi tiu dng nhiu nc trn th gii trong bicnh kinh t suy thoi hin nay. cng mt sn phm c cng chc nng vcng dng, mc cht lng gn nh nh nhau vi mi mc gi khc nhau ca tng doanh nghip kinh doanh s c c s a thch ca khch hng lkhc nhau tu thuc vo kh nng tip th v chiu khch ca cng ty kinhdoanh. Cng ty Honda c mt ti th trng Vit Nam t rt lu. y lmt cng ty rt c uy tn trn th trng Vit Nam vi mt hng l t v xemy. Do t nc vn trong giai on pht trin nn mt hng ch lc cacng ty Honda trn th trng Vit Nam vn l mt hng xe my. Ti Vit Nam, xe my khng ch l phng tin i li m nhiu khi n cn l cng ckim sng ca khng t ngi dn. S lng ngi s dng xe my cng vcng ln v mc ch s dng cng v cng phong ph. Nm bt c iuny cng ty Honda a ra rt nhiu kiu dng, mu m cho khch hngla chn, tng ng vi nhng mc gi khc nhau, ph hp vi nhiu tnglp ngi dn. T khi c mt ti Vit Nam, Honda gii thiu rt nhiumu m xe my mi, ci tin cc mu xe c v lun l i u trong doanh stiu th v mt hng ny ti th trng Vit Nam. Thnh cng ca Hondatrong vic chim lnh th trng khng ch da trn mu m v cht lngsn phm ca h m mt phn quan trng khng km, l k thut nh gi ca cng ty Honda. Cc sn phm ca Honda lun c nh gi nhm ph hp vi ti a khch hng ca h t nhng sn phm bnh dn p ngnhu cu i li thit yu n nhng sn phm cao cp c gi rt cao nhmtho mn nhu cu s dng, th hin ng cp ca ngi s dng. 2.2.5 Mi trng dn c Mi trng dn c l mt yu t rt c cc nh lm marketing quantm.bi v th trng l do con ngi hp li m thnh.Honda vit

nam da trn cc c im phn b dn c v thu nhp phn phi cc sn phm ca mnh sao cho ph hp. i vi cc sn phm xe my bnh dn cng ty thng phn phi ti cc khuvc nng thn,min ni v ngi dn c nhu cu cao v dng sn phmny,n ph hp vi ti tin ca h.Cn cc khu vc thnh th cng ty thng phn phi cc sn phm xe tayga,xe s t tin hay cc sn phm t.v ngi dn khu vc thnh th cthu nhp cao cho ln h cng c nhu cu cao v cc sn phm ny caHonda.Mi trng dn c vit nam ni chung l 1 nc ng dn ,v l 1 ncang pht trin v vy nhu cu ch yu ca ngi dn l cc sn phm xemy.v vy Honda vit nam ch yu tp trung sn xut cc sn phm xe my ph hp vi th trng vit nam. 2.2.6 Mi trng t nhin Ngy nay mi trng t nhin ang l yu t quan tm hng u ca ccquc gia nhm bo v v gi gn mi trng,trnh tnh trng nhim gy tn hi n sc khe con ngi.v vy Honda vit nam a ra cc cam kt bo v mi trng.cng nh cc cam kt v lng kh thi cho php ra mitrng.( b) Trung tm nghin cu ca Honda Vit Nam: t c mc tiu cung cp sn phm Honda cht lng cao vi gi c hp l vt trnc s mong i ca khch hng, Cng ty Honda trn ton cu cng nh Honda Vit Nam rt chtrng ti vic nghin cu pht trin sn phm ph hp vi iu kin s dng, kh hu ng xv s thch ca khch hng.V vy, t nm 2003, Vn phng i din ca Trung tm Nghin cu v Pht trin HondaAsean ( HRS-V ) c thnh lp ti Vit Nam. S c mt ca HRS-V gp phn rt ngn thigian tin hnh iu tra, nghin cu th trng xe my, nhu cu ca ngi tiu dng Vit Nam. ng thi HRS-V cng h tr tin trnh ni a ho, chuyn giao cng ngh v gip cc nh cungcp ph tng o to nhn lc, gp phn xy dng ngnh cng nghip xe my v ph tng VitNam. c) H thng ph tng ca Honda Vit nam Nhm phn u tr thnh mt cng ty c x hi mong mun tn ti, Honda Vietnam emn cho khch hng nhng sn phm xe my vi cht lng hng u, an ton v thi trang,ng thi n lc khng ngng tho mn tt nht khch hng bng cc h thng dch v saubn hng trong c vic cung cp ph tng Honda chnh hiu.Honda Vietnam m rng cung cp ph tng chnh hiu ti khp 61 tnh thnh trong c ncthng qua h thng phn phi gn 200 ca hng ng thi cn tng

cng xut khu i ccnc Phillipin, LoTt c ph tng chnh hiu Honda d nhp khu t Honda Nht, Honda Thailand v HondaTrung Quc hay cung cp bi hn 30 nh sn xut trong nc u tho mn tiu chun chtlng khng nhng ca Nht nh Jis, Hes, Jama.. m c cc tiu chun TCVN Vit Nam

3. M hnh swot ca Cng ty Honda Vit Nam

You might also like