Chien Luoc San Pham Cong Ty Naaco

B TAI CHINH
TRNG AI HOC TI CHNH - MARKETING

KHOA MARKETING
TRN THANH THY TRC

LP: 09DMA1
BO CO THC HNH NGH NGHIP

MN MARKETING CN BN
CHIN LC SN PHM
DNG TM LP CA CNG TY
NHA VIT NAM (NAACO)
Thanh ph H Chi Minh 2011
B TAI CHINH
TRNG AI HOC TI CHNH - MARKETING
KHOA MARKETING
BO CO THC HNH NGH NGHIP

MN MARKETING CN BN
CHIN LC SN PHM
DNG TM LP CA CNG TY
NHA VIT NAM (NAACO)
GV HNG DN: TH.S NG TH THY LINH

SV THC HIN: TRN THANH THY TRC
LP: 09DMA1
Thanh ph H Chi Minh 2011
LI CM N
ti ny l s c kt gia l lun v thc tin, gia vn kin thc
khoa hc m em tip thu c trong 2 nm hc tp ti trng i hc
Ti Chnh-Marketing vi vn kin thc thc t thu thp c trong thc
tin. Vi s gip qu bu ca cc thy c gio v bn b, cc anh ch
kha trn, em hon thnh ti Chin lc sn phm dng tm lp
cng ty NAACO. Hon thnh ti ny, cho php em c by t li
cm n ti ton th thy c gio khoa Marketing_nhng ngi gip
em c c tht nhiu kin thc v Marketing.
Em cng xin gi li cm n su sc n c Th.s Nguyn Th Thy Linh,
ngi tn tnh hng dn gip em trong sut qu trnh hon thnh
ti ny. C tng bc hng dn, gip em vch ra mc tiu c th,
hon chnh hn v cch trnh by, ch cho em phng php v cch lm
mt ti tt.
Vi iu kin thi gian eo hp cng nh vn kin thc c hn nn ti
cng khng th trnh khi nhng sai st. Em rt mong c s ch bo,
ng gp kin ca c em c iu kin nng cao, b sung kin thc
ca mnh, phc v tt hn cng tc thc t sau ny.
Cui cng, em xin chc c tht nhiu sc khe, nhit huyt trn y
truyn t nhng kin thc b ch gip chng em n vi bn b tri
thc.
Xin chn thnh cm n!
Sinh vin
Trn Thanh Thy Trc
NHN XT CA GING VIN

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TP. H Ch Minh ngy ... thngnm 2011

Ging vin
MC LC
Trn Thanh Thy Trc..............................................................................................3
NHN XT CA GING VIN...............................................................................4
TP. H Ch Minh ngy ... thngnm 2011..............................................................4
Ging vin....................................................................................................................4
MC LC....................................................................................................................5
PHN NI DUNG.......................................................................................................1
CHNG 1..................................................................................................................1
C S L LUN V MARKETING V CHIN LC SN PHM................1
Hnh 1.2 Marketing hn hp.......................................................................................7
Chin lc sn phm.............................................................................................................7
Hnh 1.3 S chu k sng ca sn phm................................................................19

1.6 Mi quan h gia chin lc sn phm v cc phi thc khc trong Marketing
Mix 20
Yu t mi trng tc ng n chin lc sn phm:...................................................21
Mi trng ngoi vi:....................................................................................21
Mi trng ni vi:........................................................................................23
Bng 2.1 D BO SN LNG VT LIU XY DNG C BN ..................26

THI K 2001-2010..................................................................................................26
Hnh 2.1: nh v ca cc cng ty cnh tranh trn th trng tm lp.................31
Tr s chnh:..............................................................................................................33
337 ng Tn La, P. Bnh Tr ng B,Q. Bnh Tn, TP. H Ch Minh...........33
Tel: (84) 8 37.60.60.60 - 8.37.54.06.57 ......................................................................33
Fax: (84) 8 37505315..................................................................................................33
Chi nhnh H Ni:.....................................................................................................33
1325 Gii Phng, Q. Hong Mai, H Ni.................................................................33
Tel : (84) 4 3664 9687 - 3642.1592.............................................................................33
Fax: (84) 4 36644248..................................................................................................33
Vn phng i din Nng:..................................................................................33
341 in Bin Ph, Q. Thanh Kh, Tp Nng.....................................................33
Tel: (84) 5113 727 727 ...............................................................................................33
Fax: (84) 5113 727 725 ..............................................................................................33
E-mail: info@naaco.com.vn .....................................................................................33
Website: www.naaco.com.vn.....................................................................................33
.....................................................................................................................................33
Hnh 2.2: Mng li hot ng ca NAACO..........................................................33
Hnh 2.4: S t chc ca NAACO.......................................................................35
Hnh 2. 5: Qu trnh u t cng ngh v pht trin sn phm ca NAACO......39
Hnh 2.6. Mt s thnh tu NAACO t c........................................................40

Bng 2.2 DOANH THU QUA CC NM...............................................................41
(T NM 2005 N THNG 8 NM 2010)..........................................................41
Hnh 2.7: Biu Doanh thu qua cc nm 2005-2011............................................41
Bng 2.4 TP HP SN PHM TM LP TI THI IM 2010..................47
Hnh 2.9 Bng mu sn phm tm lp ly sng......................................................52
Bng 2.5 TIU CHUN TM LP LY SNG CNG TY NAACO.................53
Bng 2.6 TIU CHUN TM LP KHNG N MN CNG TY NAACO.....57
Hnh 2.12 Biu th hin mc p ng v ch bo hnh ca NAACO....64
Bng 2.10 BNG GI CC SN PHM TM LP ...........................................69
TRN TH TRNG NM 2010............................................................................69
(VT: ng/m)..........................................................................................................69
Hnh 2.14 Biu th hin mc p ng v thi gian giao hng ca NAACO74
CHNG 3................................................................................................................76
NH GI V CC GII PHP NHM GIP CNG TY ..............................76
HON THIN V NNG CAO HIU QU .........................................................76
CA CHIN LC SN PHM............................................................................76
TI LIU THAM KHO.........................................................................................85
DANH MC HNH
Trn Thanh Thy Trc..............................................................................................3
NHN XT CA GING VIN...............................................................................4
Ging vin....................................................................................................................4
MC LC....................................................................................................................5
PHN NI DUNG.......................................................................................................1
CHNG 1..................................................................................................................1
Chin lc sn phm.............................................................................................................7

Mix 20
Mi trng ngoi vi:....................................................................................21
Mi trng ni vi:........................................................................................23

THI K 2001-2010..................................................................................................26
Tr s chnh:..............................................................................................................33
Tel: (84) 8 37.60.60.60 - 8.37.54.06.57 ......................................................................33
Fax: (84) 8 37505315..................................................................................................33
Chi nhnh H Ni:.....................................................................................................33
Tel : (84) 4 3664 9687 - 3642.1592.............................................................................33
Fax: (84) 4 36644248..................................................................................................33
Vn phng i din Nng:..................................................................................33
Tel: (84) 5113 727 727 ...............................................................................................33
Fax: (84) 5113 727 725 ..............................................................................................33
.....................................................................................................................................33

(T NM 2005 N THNG 8 NM 2010)..........................................................41
TRN TH TRNG NM 2010............................................................................69
(VT: ng/m)..........................................................................................................69
CHNG 3................................................................................................................76
CA CHIN LC SN PHM............................................................................76
TI LIU THAM KHO.........................................................................................85
DANH MC BNG
Trn Thanh Thy Trc..............................................................................................3
NHN XT CA GING VIN...............................................................................4
Ging vin....................................................................................................................4
MC LC....................................................................................................................5
PHN NI DUNG.......................................................................................................1
CHNG 1..................................................................................................................1
Chin lc sn phm.............................................................................................................7

Mix 20
Mi trng ngoi vi:....................................................................................21
Mi trng ni vi:........................................................................................23

THI K 2001-2010..................................................................................................26
Tr s chnh:..............................................................................................................33
Tel: (84) 8 37.60.60.60 - 8.37.54.06.57 ......................................................................33
Fax: (84) 8 37505315..................................................................................................33
Chi nhnh H Ni:.....................................................................................................33
Tel : (84) 4 3664 9687 - 3642.1592.............................................................................33
Fax: (84) 4 36644248..................................................................................................33
Vn phng i din Nng:..................................................................................33
Tel: (84) 5113 727 727 ...............................................................................................33
Fax: (84) 5113 727 725 ..............................................................................................33
.....................................................................................................................................33

(T NM 2005 N THNG 8 NM 2010)..........................................................41
TRN TH TRNG NM 2010............................................................................69
(VT: ng/m)..........................................................................................................69
CHNG 3................................................................................................................76
CA CHIN LC SN PHM............................................................................76
TI LIU THAM KHO.........................................................................................85
Chin lc sn phm dng tm lp ca cng ty Nha Vit Nam (NAACO)
PHN M U
1.
L do chn ti:
Trong nhng nm qua ngnh cng nghip sn xut vt liu xy dng Vit Nam c
s pht trin tin b vt bc so vi cc nc tin tin trn th gii. Chnh nhng s
pht trin p ng nhu cu ngy cng cao ca cc doanh nghip xy dng trong
nc cng nh cc nh u t nc ngoi i vi lnh vc xy dng ti Vit Nam.
Bn cnh nhng vt liu truyn thng nh st thp, xi mng, gch , g, gm s thy
tinh vv... th vt liu nha composite (nha kt hp vi si thu tinh) tng bc c
ngi tiu dng bit n nh l mt loi vt liu cao cp vi cc sn phm c bn
v tnh nng u vit cho cuc sng nng ng v hin i. Nm bt c xu th ,
cng ty nha Nam (NAACO) pht trin thnh cng dng sn phm tm lp
composite F.R.P mt trong nhng sn phm tm lp composite hng u ti VN.
c c s thnh cng , cng ty nha Nam (NAACO) xy dng cho mnh
cho mt chin lc marketing ton din c th to ra s khc bit so vi i th
cnh tranh. Mt trong nhng yu t gip cng ty khng nh c thng hiu ca
mnh chnh l chin lc sn phm ca cng ty. V th ngi vit chn ti
Chin lc sn phm dng tm lp ca cng ty TNHH Nha Vit Nam (NAACO)
ti Vit Nam giai on 2008-2010 , t rt ra nhn xt v a ra mt s xut
nhm hon thin chin lc sn phm ca cng ty.
2.
Mc tiu nghin cu:
c nhng nh hng gip cho qu trnh nghin cu ti c r rng, chnh xc,

trng tm, trng im ti t ra nhng mc tiu sau y:
Mt l h thng li kin thc v chin lc sn phm trong Marketing.
Hai l m t tng quan th trng ngnh hng tm lp.
Ba l phn tch, lm r chin lc sn phm ca cng ty NAACO v vai tr ca

chin lc sn phm trong chin lc Marketing mix.
Bn l nh gi chin lc sn phm v a ra mt s bin php nhm nng
cao tnh hiu qu chin lc sn phm ca cng ty.

3.
i tng v phm vi nghin cu:
Trn c s ni dung nghin cu, ti xc nh i tng nghin cu l Chin

lc sn phm dng tm lp cng ty TNHH Nha Vit Nam . Phm vi nghin cu
t nm 2008-2010, nghin cu ti a bn thnh ph H Ch Minh-Vit Nam, v ni
dung nghin cu ca ti ch tp trung vo dng sn phm tm lp ca cng ty
NAACO.
4.
Ni dung nghin cu:
Vi nhng mc tiu ra ti tp trung nghin cu cc ni dung sau y:

Mt l ti tp trung phn tch v bn cht Marketing, qu trnh Marketing,
nguyn tc mc tiu Marketing v cc yu t mi trng. Tip theo ti s phn tch
c th v chin lc Marketing mix, trong s i vo phn tch c th cc thnh t
ca chin lc sn phm, vai tr v mi quan h tc ng qua li ca cc yu t mi
trng vo chin lc sn phm.
Hai l ti nghin cu, phn tch tng quan th trng tm lp. Trong s gii
thiu v vt liu nha composite F.R.P v tp trung nghin cu v c im th trng
tm lp. Bn cnh vic nghin cu xu th tiu dng ca khch hng ti a bn TP.
H Ch Minh ni ring v Vit Nam ni chung l mt ni dung khng th thiu ca
ti. Ngoi ra ti cng s phn tch tnh hnh cnh tranh v cc yu t mi trng tc
ng vo th trng tm lp.
Ba l gii thiu tng quan v cng ty NAACO ng thi nghin cu chin lc ST-P ca cng ty sau i su vo phn tch chin lc sn phm t nm 2008 n
nm 2010 v dng sn phm tm lp ti a bn TP. H Ch Minh cng nh nhng tc
ng qua li gia chin lc sn phm v cc thnh t khc trong marketing mix.
c bit ti s nghin cu xu hng pht trin ca ngnh sn xut cung ng sn
phm tm lp trong giai on tng lai gn. T nhng thng tin trnh by trn
ti nh gi u nhc ca chin lc v da vo cc yu t mi trng ni vi, ngoi vi
phn tch SWOT. T a ra nhn xt v xut 1 s gii php nhm gip cng
ty hon thin v nng cao hiu qu ca chin lc sn phm ca cng ty. nhng
xut nhm y mnh, hon thin hn chin lc sn phm ca cng ty.

5.
Phng php nghin cu:
Ngun thng tin:

- Ngun ti liu ni b: cc hot ng xy dng chin lc marketing mix, c th
nht l chin lc sn phm ca cng ty t nm 2008 n nay; cc kt qu thu
c t vic thng k s liu cng nh nghin cu do cng ty thc hin.
- Ngun ti liu bn ngoi:
+ Gio trnh Marketing cn bn_ trng i hc Ti chnh-marketing.
+ Cc thng tin kim c trn tp ch, trang web ca cng ty v trn Internet.
Phng php nghin cu:
ti s dng cc phng php nghin cu sau y:
- Phng php thu thp thng tin: thu thp thng tin s cp, nghin cu ti bn,
quan st.
- Phng php thng k
- Phng php x l: tng hp, phn tch, so snh, kt lun
6.
Kt cu ti:
Vi nhng mc tiu, ni dung v cc phng php nghin cu trnh by pha

trn.Kt qu ca ti s c trnh by X trang vi Y hnh, bng c kt cu trong
cc chng sau:
CHNG 1: C S L LUN V MARKETING V CHIN LC SN
PHM.
CHNG 2: CHIN LC SN PHM YU T TO NN S THNH
CNG CA CNG TY TNHH NHA VIT NAM
CHNG 3: NH GI V CC GII PHP NHM GIP CNG TY HON
THIN V NNG CAO HIU QU CA CHIN LC SN PHM.
PHN NI DUNG
CHNG 1
C S L LUN V MARKETING V CHIN LC SN PHM
Nm 1986 Vit Nam chuyn t nn kinh t tp trung quan liu bao cp sang nn
kinh t th trng, nh l mt kt qu hin nhin, s cnh tranh ra i v din ra ngy
cng gay gt hn. S cnh tranh gia cc doanh nghip tc ng tch cc n li ch
ca ngi tiu dng song cng to thch thc ln cho cc doanh nghip. Mun tn ti
v pht trin trn thng trng khc lit, cc doanh nghip lun phi n lc ht mnh.
V mt trong nhng minh chng cho s n lc chnh l tm kim ra mt cng c h
tr c lc: Marketing_ chnh n l l chn cng nh v kh gip doanh nghip tn ti
trc s cnh tranh.
Vy Marketing l g? y chnh l cu hi c nhiu ngi quan tm. V
marketing din ra khp mi ni, chng ta tip xc vi n hng ngy. Tuy nhin
marketing c hiu theo nhiu ngha khc nhau v i khi c nhng quan nim nhm
ln. V gip ta tm hiu r hn cng nh c ci nhn ng n hn v s diu k ca
Marketing th ngi vit xin trnh by mt s vn lin quan nhm gii p phn no
cu hi nu trn
1.1 Khi nim Marketing:
Trong cc ngnh khoa hc x hi th ngnh marketing c l l mt trong nhng
ngnh non tr nht. S xut hin ca marketing ch bt u t nhng nm 1900.
Marketing bt ngun t mt thut ng ting Anh, ngha en ca n ngha l lm th
trng. Thut ng Marketing c s dng ln u vo nm 1902 trn ging ng
trng i hc Tng hp Michigan M.
V sau khi nghin cu nhiu ti liu, ngi vit c kt c cc khi nim ca c
nhn hay t chc c uy tn v lnh vc marketing nh sau:
nh ngha ca y ban cc hip hi Marketing M:
Marketing l vic tin hnh cc hot ng kinh doanh c lin quan trc tip n
dng vn chuyn hng ha v dch v t ngi sn xut n ngi tiu dng.
GVHD: Th.s Nguyn Th Thy Linh
SVTH: Trn Thanh Thy Trc_ Trang 1

nh ngha nu trn ph hp vi Marketing truyn thng tc l Marketing inh
hng sn xut v bn hng. Mc tiu ca Marketing lc ny ch l kim c li
nhun ti a thng qua vic bn c nhiu sn phm. iu ny ch ng trong trng
hp nn kinh t cha pht trin cu lun lun ln hn cung, khin cho cung t m cu
nhiu nn mi n lc Marketing ch nhm t c sn phm nhiu cung cp cho
th trng.
Nhng nn kinh t th gii lun lun vn ng v pht trin. n nhng thp nin
u ca th k 21 nn kinh t th gii c nhng bc pht trin vt bc. c bit
l s pht trin v khoa hc cng ngh, lao ng cht xm ngy cng c ch trng
v u t, mc cnh tranh ngy cng gay gt. V vy vi iu kin nn kinh t pht
trin, nhu cu khch hnh ngy cng cao v i hi nhiu tnh nng v hng ha-dch
v. Lc by gi th quan im Marketing truyn thng khng cn ph hp. Chnh v
vy, Marketing hin i (Modern Marketing) hay cn gi l Marketing nng ng
(Marketing dynamique) ra i nhm p ng cho tnh hnh kinh t lc . V quan
im Marketing hin i ly s tha mn khch hng lm tiu ch hng u c hnh
thnh. Sau y l mt s quan nim v Marketing hin i.
nh ngha ca Philip Kotler cha ca Marketing hin i: Marketing l mt qu
trnh x hi m trong nhng c nhn hay nhm c th nhn c nhng th m h
cn thng qua vic to ra v trao i t do sn phm, dch v c gi tr vi ngi
khc
Hoc nh ngha ca Peter Drucker: Mc ch ca Marketing khng cn thit y
mnh tiu th. Mc ch ca n l nhn bit v hiu khch hng k n mc hng ha
hay dch v s p ng ng nhu cu th hiu ca khch hng v t n c tiu th
Trn c c cc nh ngha c trnh by v nghin cu.Theo quan im ca
ngi vit, Marketing c nh ngha nh sau:
Marketing l qu trnh nghin cu, thu thp, xc nh, a ra chin lc thch
hp tm ra hoc to ra nhu cu v tha mn nhu cu mt cch hiu qu nht.
Marketing quan tm n khch hng v mi hot ng ca doanh nghip u hng
n s tha mn khch hng.

1.2 Qu trnh Marketing:
Nh vy chng ta bit Marketing l mt qu trnh khng phi l mt hot ng

ty hng, mi n lc Marketing hng n tha mn nh cu khch hng.Qu trnh
S-T-P
Research
Marketing gm nm bc c bn sau:
Phn khc, chn th trng muc tiu, nh v
Nghin cu thng tin Marketing
Kim tra, nh gi chin lc
Marketing Mix
Xy dng chin lc Marketing Mix
Trin khai thc hin chin lc
Implementation
Control
Hnh 1.1 Cc bc trong qu trnh Marketing
Nghin cu thng tin Marketing: l qu trnh khi u cho hot ng Marketing
ca doanh nghip. y l qu trnh nghin cu th trng nh thu thp thng tin- s

liu, x l v phn tch thng tin marketing nhm,tm kim c hi kinh doanh t th
trng,tm hiu nhu cu, hnh vi ca khch hng, mi trng kinh doanh t to
c s thc hin chin lc ph hp vo th trng.
Chin lc S-T-P: Sau khi c nhng thng tin th trng ta tin hnh phn
khc th trng (Segmentation) theo nhng tiu thc nh nhn khu hc, phong cch
li sng, hnh vi tiu dng Sau khi c nhng khc th trng r rng cc nh
Marketing tin hnh chn th trng mc tiu(Targeting) ph hp vi nng lc ca
doanh nghip. Cui cng l nh v sn phm (Positioning) ca mnh to s khc
bit vi cc sn phm cnh tranh khc trn th trng v khch hng c th nhn
bit c li ch then cht t sn phm.
Chin lc Marketing mix: Sau khi nh v sn phm vo th trng mc
tiu cc Doanh nghip tip tc xy dng chin lc Marketing tng hp, theo 4 chin
lc c bn sau: Sn phm, Gi c , Phn phi, Chiu th.
Trin khai thc hin chin lc Marketing: y l qu trnh a nhng chin
lc xy dng vo trong chnh doanh nghip.Tc l doanh nghip bt u xy cc

chin thut - chng trnh hnh ng c th, b tr vt lc-ti lc, lin h ngun
nguyn liu,Nhm c th ha chin lc theo mc tiu c ra.
Kim tra, nh gi: Bc cui cng l tng hp kt qu t c. Thu thp
thng tin phn hi t th trng, so snh i chiu vi mc tiu, nhim v ra xem

c hon thnh hay khng. T phn tch nguyn nhn tht bi, im mnh im yu
ca chin lc Marketing v rt ra bi hc kinh nghim cho cc chin lc sau. Bn
cnh cng tc kim tra cn gip Doanh nghip bit h i ng hng cha hay
i lch mc tiu, t ra nhng bin php c th iu chnh hot ng theo mc
tiu ra.
1.3 Vai tr v chc nng ca hot ng Marketing:
1.3.1
Vai tr:
Theo quy lut vn hnh ca nn kinh t th cng nhiu doanh nghip nhn ra tm
quan trng ca hot ng marketing. Ngy trc, cc doanh nghip thng nh ng
Marketing c vai tr ngang bng so vi cc yu t sn xut, ti chnh, nhn sSong
hin nay th Marketing l mt trit l mi trong kinh doanh. C cc hot ng
marketing th doanh nghip mi c th nh hng r rng c th, c th tha mn nhu
cu khch hng mt cch ti a. T ta rt ra Marketing c 4 vai tr sau:
Th nht Marketing c vai tr nh hng cho tt c hot ng ca doanh nghip,
hng dn doanh nghip ngh thut tm ra cng nh l khi gi nhu cu ca khch
hng, t nh ra chin lc ph hp tn ti v pht trin, gip cho doanh nghip
ch ng trong nn kinh t thng xuyn thay i hin nay.
Th hai Marketing l cu ni gip doanh nghip gii quyt tt cc mi quan h,
gip dung ha cc li ch ca doanh nghip, ca khch hng cng nh ca x hi.

Th ba Marketing l mt cng c h tr c lc trong vic cnh tranh, gip doanh
nghip xy dng c thng hiu mnh, to c uy tn v lng tin trong lng khch
hng.
Th t Marketing tr thnh tri tim_ Tc l Marketing tc ng phn ln n cc
hot ng ca doanh nghip nh ti chnh, sn xut, b tr ngun lcnh sn xut
sn phm g? Cho th trng no? Sn xut nh th no? Vi s lng bao nhiu?
Chc nng ca Marketing
1.3.2
Chc nng ca Marketing l bao gm ton b cc hot ng kinh doanh, trc ht

phi hiu l nhu cu mong mun ca khch hng v bng cc bin php tha mn
nhu cu mt cch tt nht nhm thu li nhun. Chc nng ca Marketing bao gm
cc khu trc sn xut, trong sn xut v sau sn xut.
Chc nng hng dn to ra sn phm thch ng vi nhu cu th trng.
Marketing nghin cu nhu cu th trng v phi hp vi cc b phn sn xut
nhm mc tiu chung l to ra sn phm tha mn ti a nhu cu ca th trng.
Chc nng phn phi.
Chc nng ny nhm thc hin ti u nht s vn ng ca ca sn phm t khi n
kt thc qu trnh sn xut cho n khi n c giao cho cc ca hng bn s, bn l
hoc giao trc tip cho ngi tiu dng, n bao gm:
Tm hiu nhng ngi tiu th v la chn nhng ngi tiu th c kh
nng nht.
T chc vn chuyn v lu tr hng ha mt cch hp l.
T chc cc dch v h tr nh phn phi hoc khch hng.
Pht hin ra s tr tr, ch tc ca cc knh phn phi c th xy ra trong
qu trnh vn chuyn hng ha. C th bit gim bt hay ct t hon ton

mt s knh phn phi km hiu qu.
Chc nng tiu th.
Chc nng ny c th thu tm thnh hai hot ng:
Kim sot v gi c.
Ch ra cc nghip v v ngh thut bn hng.
Chc nng nghin cu th trng.

l vic xem xt cc bin ng ca th trng v bn cht hot ng ca cc
chin lc Marketing ca cng ty. Chc nng ny bao gm cc hot ng sau: thu
thp thong tin v th trng, phn tch tim nng nhu cu tiu dng v d on trin
vng.
1.4 Khi nim chin lc Marketing mix:
Marketing Mix l s phi hp cc thnh t c th kim sot c m doanh nghip
c th s dng tc ng vo th trng mc tiu nhm hon thnh mc tiu ra
mt cch hiu qu nht.
Bn thnh t Marketing l:
Product (Sn phm). Sn phm: l nhng th doanh nghip cung cp cho th
trng, quyt nh chng loi sn phm bao gm: chng loi, kch c sn phm,
chc nng, dch v nhm p ng nhu cu khch hng
Price (Gi c) l khon tin/gi tr khch hng b ra s
hu v s dng sn phm
Place (Phn phi) a sn phm n ni khc n tay ngi tiu dng.
Quyt nh phn phi bao gm cc quyt nh: thit lp knh phn phi, t chc v
qun l knh phn phi, thit lp v duy tr quan h vi trung gian, vn chuyn,
bo qun, d tr
Promotion (Chiu th) Chieu th hay truyn thng marketing: l nhng hot
ng nhm thng tin sn phm, thuyt phc v c im sn phm, xy dng hnh
nh doanh nghip v cc chng trnh khuyn khch tiu dng.
Sau y l s khi qut v Marketing hn hp:
Product
Place
Th Trng
Th
trng
Price
mc tiu
Marketing Mix
Promot
ion
Hnh 1.2 Marketing hn hp

Chin lc sn phm
Marketing ch bn ci th trng cn ch khng phi bn ci mnh sn c.
Do , chin lc sn phm l mt b phn quan trng trong chin lc Marketing,
l cng c sc bn nht trong cnh tranh trn th trng. Thc hin tt chin lc sn
phm s to iu kin d dng cho vic trin khai v phi hp cng c Marketing khc
nhm hng ti th trng mc tiu mt cch c hiu qu.
1.4.1
Khi nim chin lc sn phm
Chin lc sn phm l nh hng v quyt nh lin quan n sn xut v kinh

doanh sn phm trn c s m bo tha mn nhu cu khch hng trong tng thi k
hot ng kinh doanh v cc mc tiu marketing ca doanh nghip.
1.4.2
Vai tr ca chin lc sn phm
Chin lc sn phm ng vai tr ch o v cc k quan trong chin lc

Marketing. Chin lc sn phm c 3 vai tr chnh:
- Chin lc sn phm l cng c cnh tranh bn vng ca doanh nghip.
- Nu thc hin chin lc sn phm tt th cc chin lc gi, phn phi, chiu th
mi c th trin khai hot ng v phi hp vi nhau mt cch hiu qu nht. N
chi phi v tc ng mnh m n cc chin lc cn li, cng phi hp hot ng.
- Th ba chin lc sn phm l mt trong nhng yu t gip doanh nghip thc
hin tt cc mc tiu Marketing c t ra trong tng thi k.

1.4.3
Mc tiu
Chin lc sn phm m bo cng ty thc hin c cc mc tiu ca cc chin

lc th trng nh:
Mc tiu li nhun: Cht lng v s lng sn phm, s m rng hay thu hp
ca n, chi ph sn xut v mc gi c th bn c ca mi loi sn phm thng l

nhng yu t c mi lin h hu c vi nhau v s quyt nh mc li nhun ca
cng ty c th thu c.
Mc tiu th lc: Cng ty c th tng c doanh s bn m rng c th
trng hay khng s ty thuc rt ln vo kh nng thm nhp th trng m rng

chng loi ca cng ty. Cng ty c th li ko c khch hng v pha mnh hay
khng phn ln ph thuc vo cht lng nhn hiu, uy tn sn phm ca cng ty i
vi h.
Mc tiu an ton: Chin lc sn phm bo m cho cng ty mt s tiu th
chc chn, trnh cho cng ty khi nhng ri ro tn tht trong kinh doanh. iu lin
quan cht ch vi chnh sch a dng ha sn phm.
1.4.4
Ni dung chin lc sn phm

1.4.4.1
Kch thc tp hp sn phm
Kch thc tp hp ca mt sn phm gm c cc s o sau:
Chiu rng ca tp hp sn phm: S loi sn phm m doanh nghip kinh
doanh trn th trng, n c xem l danh mc sn phm ca doanh nghip, n th

hin mc a dng ha sn phm ca doanh nghip, vi mc no chiu rng
ca tp hp sn phm cng biu th qui m v sc mnh ca doanh nghip trn th
trng.
Chiu di ca tp hp sn phm: Mi loi sn phm th u c nhng chng
loi sn phm cho ring n.Tp hp tt c chng loi sn phm ca mt loi sn phm
l chiu di ca tp hp sn phm hay cn c gi l dng sn phm.
Chiu su ca tp hp sn phm: L nhng thng s k thut, mu m bao b,
trng lng, kiu dng, mu sc ca mt chng loi sn phm nht nh.

Ba s o trn tr thnh c s doanh nghip a ra cc quyt nh v tp hp sn
phm. Ty thuc vo tnh hnh th trng, i th cnh tranh v kh nng doanh
nghip m c nhng phng n khc nhau.
a. Quyt nh v danh mc sn phm kinh doanh:
Hn ch danh mc sn phm kinh doanh: qua phn tch th trng v kh nng ca
mnh m doanh nghip quyt nh loi b nhng nhm hng hoc loi sn phm m h
cho rng t hoc khng c hiu qu.
M rng sn phm: doanh nghip quyt nh m rng sang lnh vc kinh doanh
khc hoc m rng sang lnh vc kinh doanh khc hoc m rng thm danh mc sn
phm kinh doanh. Thay i sn phm kinh doanh.
b. Quyt nh v dng sn phm:
Thu hp dng sn phm: khi doanh nghip nhn thy mt s chng loi sn phm
khng m bo tha mn nhu cu khch hng v khng em li li nhun cho doanh
nghip.
M rng dng sn phm kinh doanh: nhm tng kh nng la chn sn phm, tha
mn nhu cu cho nhng nhm khch hng khc nhau.
Hin i ha dng sn phm: loi tr nhng sn phm lc hu, ci tin a
ra nhng sn phm mi hn.
c. Hon thin v nng cao c tnh s dng ca sn phm nhm p ng nhu
cu ngy cng cao ca ngi tiu dng:
thc hin c quyt nh trn, doanh nghip cn:
Hon thin cu trc k thut ca sn phm.
Nng cao thng s k thut ca sn phm.
Tng cng tnh hu dng ca sn phm.
Ty theo tng mc tiu Marketing m doanh nghip t ra trong tng thi k hot
ng m doanh nghip c nhng quyt inh lin quan n kch thc sn phm khc
nhau. Trong c cc quyt nh lin quan n tng tiu ch trong kch thc sn
phm. Khi thy nguy c hoc sn phm khng c khch hng chp nhn doanh
nghip c th quyt nh sn ch danh mc sn phm, thu hp dng sn phm, hoc
thay i nhng thng s k thut trong sn phm, mu m bao biu ny s gip

doanh nghip iu chnh c chin lc Marketing nhm gim s e da v tn hi
do mi trng. Hoc doanh nghip cng c th tn dng khi mi trng thun li bng
cc quyt nh nh m rng sn phm, m rng dng sn phm, hin i ha dng sn
phmTm li cc quyt nh ng n s gip doanh nghip hon thin sn phm
hn, hn ch nguy c v tn dng thi c do mi trng kinh doanh em li.
1.4.4.2
Nhn hiu sn phm
i vi mi chng loi sn phm th thng c nhn hiu cho ring mnh mang
slogan, trit l kinh doanh, s khc bit, ng cp ca mi doanh nghip. Nhn hiu
l tiu ch phn bit gia sn phm ny vi sn phm khc, phn bit doanh nghip
ny vi doanh nghip khc. V vy nhn hiu tr nn rt quan trng trong mi doanh
nghip, doanh nghip c cc quyt nh sau c lin quan n nhn hiu: Quyt nh v
cch t tn nhn, Quyt nh ngi ng tn nhn hiu, Quyt nh nng cao uy tn
nhn hiu.
C th tng quyt nh nh sau:
Quyt nh v cch t tn nhn:
Ty theo c im sn phm v chin lc ca tng cng ty m nh sn xut c th
c nhng quyt nh v cch t tn nhn nh sau:
t tn theo tng loi sn phm ring bit.
t mt tn cho tt c sn phm
t tn sn phm theo tng nhm hng.
Kt hp tn ca cng ty v tn nhn hiu.
Nhn hiu gip ngi mua phn bit c sn phm sn xut hoc bn t cc
doanh nghip, gip phn bit vi i th cnh tranh. Do , vic la chn mt nhn
hiu c hiu qu khng phi l mt nhim v d dng. Mt nhn hiu c xem l l
tng nu n c mt s nhng c im sau:
D lin tng n cng dng v loi sn phm.
Phi ni ln cht lng ca sn phm.
D c, d nhn dng v d nh.
c trng v d gy n tng.
Quyt nh v ngi ng tn nhn hiu

C 3 cch la chn v ngi ng tn cho nhn hiu:
Sn phm c th c tung ra vi nhn hiu do ngi sn xut
quyt nh.
Sn phm c th c tung ra vi nhn hiu do nh phn phi
quyt nh.
C mt s trng hp nh sn xut thu tn nhn hiu ni
ting bng cch nhng quyn thng mi s dng nhn hiu .

Quyt nh v cht lng hiu hng.
Khi tin hnh sn xut mt loi hng ha nh sn xut phi la chn mt mc cht
lng v nhng thuc tnh khc h tr cho vic nh v nhn hiu hng ha trn th
trng.
Cht lng l tng th nhng ch tiu, nhng c trng ca sn phm th hin c
s tha mn nhu cu trong iu kin tiu dng xc nh ph hp vi cng dng sn
phm.
i vi nh sn xut cht lng c ngha l phi p ng cc ch tiu k thut ca
sn phm, cn i vi ngi tiu dng cht lng c o lng theo s tha mn
nhu cu ca h. Thng thng cht lng sn phm c xc nh 4 mc: thp,
trung bnh, cao v ho hng. Ty theo th trng mc tiu m doanh nghip la chn
mc cht lng ph hp.
Chin lc qun l cht lng theo thi gian c th hin theo ba hng:
Nh sn xut s u t vo vn nghin cu v u t thng xuyn vo ci
tin sn phm.
Duy tr cht lng sn phm.
Gim cht lng sn phm nhm b p cho vic chi ph sn xut gia tng
hoc nng mc li nhun.
Nng cao uy tn nhn hiu:

Trong kinh doanh sn phm, nhn hiu c vai tr quan trng gip khch hng nhn
bit c nhn hiu ca cng ty. V vy tn ti v pht trin, cng ty c bit quan
tm n vic xy dng uy tn cng nh nng cao ph sng tch cc ca nhn hiu.
T doanh nghip c nhng chin thut nng cao uy tn nhn hiu sn phm nh
sau:
Trc ht phi nng cao cht lng sn phm, c nhiu chng loi sn phm p
ng c nhu cu ca khch hng trong th trng mc tiu, gim thiu ri ro trong
qu trnh s dng, c mu m bao b p, bt mt nhm thu ht khch hng mc tiu
cng nh khch hng tim nng.
Tip theo l phi ch trng u t vo cc dch v sau bn hng nh chm sc
khch hng, hot ng bo hnh, lp t, cung cp ph tng thay th; c nh th mi
c th to uy tn trong lng khch hng, c nhng khch hng trung thnh vi sn
phm v chnh khch hng s l 1 phng tin PR hiu qu cho doanh nghip.
ng thi phi c chin lc nh v sn phm r rng, nm r tnh nng sn phm
ca doanh nghip nhm tm kim c s khc bit gia cc cng ty cnh tranh, t
c nhng chin thut ph hp nhm tc ng vo nhn thc ca khch hng mt cch
hiu qu.
V mt trong nhng yu t ngi tiu dng quan tm nht l gi c, cng ty cn
phi nghin cu k th trng hoch nh ra chin lc gi hp l, ph hp vi kh
nng thanh ton ca khch hng song vn phi m bo yu t cht lng cho sn
phm, to c lng tin cho khch hng.
1.4.4.3
Quyt nh lin quan n c tnh sn phm
Mt yu t na cng rt quan trong chin lc sn phm l cht lng sn phm

v mt s thuc tnh khc. Ty thuc vo mc tiu ca doanh nghip trong th trng
m doanh nghip c th a ra nhng quyt nh v cht lng, c tnh, cng dng,
thit k sn phm. Doanh nghip c th la chn sn xut hay cung ng nhng sn
phm cht lng cao-trung bnh-thp ty theo mc tiu v ngun ti lc ca mnh. Bn
cnh c tnh cng dng ca sn phm l yu t p ng li ch tm kim ca khch
hng cng do mi doanh nghip quyt nh ty theo hnh vi tiu dng ca khch hng

mc tiu. ng thi yu t kiu dng, mu sc, tnh cht, ca sn phm cng l yu
t doanh nghip cn quan tm.
a)
Quyt nh cht lng sn phm:
Cht lng sn phm l tng th nhng ch tiu v c trng ca sn phm. i

vi b phn sn xut, cht lng sn phm c ngha l p ng c nhng ch tiu k
thut ca sn phm. V i vi ngi tiu dng th cht lng sn phm c o
lng trn s tha mn nhu cu ca h.
Thng thng cht lng sn phm c xc nh 4 mc: thp, trung bnh, cao
v ho hng. Ty theo th trng mc tiu m doanh nghip la chn mc cht lng
ph hp.
Vic m bo cht lng sn phm trong qu trnh sn xut- kinh doanh, gi vng
nim tin ca khch hng v cht lng sn phm cng nh uy tn ca doanh nghip
trn th trng cn c chin lc qun l cht lng cht ch. Chin lc qun l cht
lng theo thi gian c th hin theo ba hng:
Nh sn xut s u t vo vn nghin cu v u t thng xuyn vo ci
tin sn phm.
Duy tr cht lng sn phm.
Gim cht lng sn phm nhm b p cho vic chi ph sn xut gia tng
hoc nng mc li nhun.
b)
c tnh sn phm:
c tnh sn phm l nhng c im th hin chc nng sn phm v to s khc

bit khi s dng sn phm ca doanh nghip. Cc doanh nghip thng xuyn phi
nghin cu th trng, nhu cu khch hng nhm tm ra nhiu c tnh mi, p ng
nhu cu ngy cng cao ca khch hng.
c)
Thit k sn phm:
T nhng yu t phn tch v cht lng sn phm, c tnh sn phm, doanh

nghip tin hnh thit k sn phm. Qu trnh ny phi bo m tnh cht, kiu dng,
cng dng v tin cy ca sn phm. Mt sn phm thit k thnh cng khng ch
th hin mt hnh thc m cn phi to nim tin, cm gic an ton, s dng d dng,

tin li cho ngi mua ng thi phi gip doanh nghip t hiu qu cao trong qu
trnh sn xut, kinh doanh sn phm.
Thit k bao b sn phm
1.4.4.4
Ngy nay bao b c xem nh mt tiu chun nh gi cht lng sn phm. Chi
ph cho bao b l thnh phn cu to nn gi thnh sn phm. Ni cch khc, bao b
lm tng gi tr ca sn phm.
a)
Khi nim
Bao b (ng gi) l nhng hot ng nghin cu, sn xut cha hay gi cho
mt sn phm.
Bao b c th gm 3 lp:
Lp trong: L phn bao b trc tip cha ng sn phm.
Lp bao gi ngoi: Nhm bo v cho lp trong v kch thch tiu
th
Bao b vn chuyn: L lp bao gi ngoi cng nhm phc v cho
vic lu kho, nhn dng hoc chuyn ch.

V mt b phn khng th tch ri c ca bao b l ghi nhn hiu v nhng
thng tin m t sn phm ghi ngay trn bao b.
b)
Bao b c 4 chc nng c bn
Bo v: Bao b c chc nng bo v sn phm nhm trnh lm h

hng, bin cht sn phm trong qu trnh phn phi, vn chuyn.
Thng tin: Bao b cung cp cho khch hng mt s thng tin v

sn phm nh: Nguyn liu sn xut sn phm, ni sn xut, nh
sn xut, hn s dng
Th hin: Bao b th hin hnh nh v nhn hiu, cng ty, th

hin tng nh v ca sn phm.
Kch thch tiu th: Ngoi chc nng bo v v thng tin trn bao
b cn nhm kch thch tiu th sn phm thng qua tnh thm m
ca bao b nh: kiu dng, mu sc, cht liu lm bao b
c)
Quyt nh trong thit k bao b (ng gi) sn phm:

ng gi bao b sn phm l mt hot ng sn xut c nh hng trong hu ht
cc cng ty, c th hin ch yu t c nhng li ch ca vic bo v sn
phm v s thun tin ca n. Tuy nhin, trong nhng nm gn y s ch trong
Marketing v vic bao b (ng gi) ngy cng tr nn su sc hn. V ngy nay, bao
b l mt ngun lc cnh tranh ch yu trn th trng. Chnh v tm quan trng ca
bao b m i hi nh sn xut phi c nhng quyt nh ng n trong vic thit k,
la chn bao b cho sn phm. Thng thng nh sn xut phi a ra nhng quyt
nh sau y v bao b:
Quyt nh v cht liu.
Cht liu bao b c th bng giy, nylon, thic, nhaTuy nhin, cht liu bao b
phi m bo cho sn phm khi h hng trong qu trnh vn chuyn, bo qun. Phi
m bo v sinh cho sn phm nu l hng thc phm
Quyt nh v kiu dng.
Kiu dng bao b bao gm nhiu ni dung nh: kch thc, hnh dng, mu sc
Cc yu t ny phi c kt hp hi ha vi nhau nhm gy n tng v to nim tin
ni khch hng v cht lng sn phm.
Quyt nh v thng tin trn bao b.
Ngoi nhng yu t nu trn nh sn xut phi phc ha nhng thng tin trn bao
b nhm cung cp cho khch hng nhng thng tin v sn phm. Thng tin m nh sn
xut in trn bao b c th l nhn hiu sn phm, nguyn liu sn xut sn phm, ni
sn xut , hng dn s dng, hng dn s dng
1.4.4.5
Dch v h tr sn phm
Dch v h tr cho sn phm l mt phn chin lc sn phm. N c th nh

hng n nhn thc ca khch hng v cht lng ca mt loi sn phm no . Do
, nhiu cng ty s dng dch v h tr sn phm nh mt cng c ginh c li
th kinh doanh. Ty theo c tnh, c im ca tng loi sn phm m nh sn xut
c th la chn nhng dch v h tr khc nhau. Mt s dch v ph bin m cc nh
sn xut thng dng:
Bo hnh v sa cha.

Lp t.
Cung ng ph tng thay th.
T vn tiu dng.
Th nghim hng ha.
Cc nh sn xut c th trc tip cung cp dch v h tr sn phm hoc chuyn
dn cho h thng phn phi ca doanh nghip. Song hin nay cc nh sn xut dn
nng cao vai tr cung ng dch v cho cc nh phn phi, cc i l chnh thc ca
mnh v nhng ngi ny gn gi vi khch hng nn c th cung cp nhng dch v
h tr sn phm nhanh chng v kp thi nht.
1.4.4.6
Pht trin sn phm mi
Pht trin sn phm mi l mt vn cc k quan trng, lin quan n s sng

cn ca cng ty. Khng c cng ty no duy tr v pht trin hot ng kinh doanh ch
vi mt loi hoc mt nhm sn phm c nh. Theo thi gian nhu cu v th hiu ca
khch hng s thay i, tin b khoa hc k thut ng dng trong sn xut kinh doanh
ngy cng nhiu, p lc cnh tranh i hi doanh nghip phi thng xuyn xem xt
n vic pht trin sn phm mi. V vy pht trin sn phm mi l mt vn cc k
quan trng, lin quan n s sng cn ca cng ty. Khng c cng ty no duy tr v
pht trin hot ng kinh doanh ch vi mt loi hoc mt nhm sn phm c nh.
Sn phm mi c th phn thnh 3 loi:
Sn phm mi hon ton.
Sn phm bt trc theo sn phm c.
Sn phm mi ci tin.
Pht trin sn phm l mt yu cu cn thit song cng hm cha nhiu ri ro,

thm ch c th tht bi, gy tn tht to ln cho doanh nghip v nhiu nguyn nhn.
Vi mc tiu gim thiu cc ri ro, doanh nghip thng xem xt qu trnh pht trin
sn phm mi qua nhiu giai on. Qu trnh nghin cu thit k sn phm mi din ra
qua 5 giai on c th sau y:
Nghin cu sn phm.

Nghin cu sn phm l giai on khi u tnh t khi hnh thnh nh sn phm
mi n khi cc nh c trnh by mt cch tng hp v cc mt k thut v
kinh t.
Hnh thnh nh sn phm mi:
L giai on tm kim nhng tng v sn phm mi. nh v sn phm
mi c th hnh thnh t cc tc nhn: do nhu cu th trng, do cnh tranh, do mun
chim lnh th trng tng v sn phm mi c th c gi t cc ngun nh
khch hng, ngun ni b, cc i th cnh tranh hoc t kin chuyn gia, t nhng
cuc hi ngh khch hng
Qua nhiu ngun thng tin khc nhau, xut pht nhiu tng cho sn phm mi,
song ngi c trch nhim phi bit phn tch, chn lc da trn c s phn tch cc
yu t mi trng, chin lc S-T-P ca cng ty, chin lc marketing mix
Son tho v thm nh d n:
Sau khi tng mi c hnh thnh t ngi c trch nhim cn phi tin
hnh thm nh tng . Mc tiu ca vic kim tra v nh gi tng sn phm
mi l nhm khng nh mt kh nng tiu th chc chn ca chng. Nhng mc tiu
ny c lin quan n mt lot cc kha cnh cn c xem xt, nh gi nh sau: ti
chnh ca cng ty, chin lc S-T-P, i th cnh tranh, kh nng marketing ca cng
ty
Thit k k thut, pht trin v hon thin sn phm mi.
Sau khi xc nh kh nng thc t ca sn phm, nh sn xut s ra quyt nh
trin khai sn phm mi, k t y cng vic ch yu c tin hnh bi cc b phn
k thut v sn xut ca x nghip. Tuy nhin, hot ng Marketing phi quan tm
ton din n cc quyt nh c lin quan nh:
Cc thng s k thut ca sn phm
Hnh dng, mu sc, m thut cng ngh, trang tr tng th sn phm.
Bao b sn phm (Tnh hp dn, tnh thm m, kh nng bo qun,)
Nhng yu t phi vt cht gn lin vi sn phm nh: tn, nhn hiu, biu
tng ca sn phm

Thit k chin lc Marketing.
Thit k chin lc Marketing cho vic gii thiu sn phm trn th trng l mt
qu trnh bao gm 3 phn:
- M t th trng mc tiu, m t quy m, cu trc v cch ng x ca th trng
mc tiu.
- Lp k hot nh v sn phm trn th trng, th phn chim lnh, hoch nh gi
bn, knh phn phi v chi ph phc v cho vic bn hng
- Phn tch kinh doanh, so snh doanh s, chi ph li nhun v mc tiu ca doanh
nghip.
Ch to th v th nghim sn phm.
Sau khi hon tt vic thit k sn phm, thit k bao b, d kin tn gi, nhn hiu,
biu tng cho sn phm nh sn xut phi tin hnh th nghim sn phm, vic th
nghim c th c thc hin trc tip trn th trng. Thi gian th nghim di hay
ngn ph thuc vo kh nng ti chnh ca cng ty, loi sn phm v c im cnh
tranh ca sn phm trn th trng. Qua nh gi c nhng thng s k thut v
c tnh s dng sn phm, kh nng sn phm ph hp vi th trng, kin phn hi
t pha khch hng, th nghim chin lc marketing mix, kim tra cc ch tiu kinh t
ca sn phm, Mc tiu ca giai on ny l i n vic nh hnh sn xut, lng
trc ri ro cng nh hon thin chin lc marketing mix. Trong giai on ny chi
ph thng rt cao, sn phm c sn xut vi s lng t.
Ch to ra hng lot v tung sn phm mi ra th trng.
c th tung sn phm ra th trng mt cch c hiu qu, nh sn xut phi
quyt nh thi im tung ra sn phm, iu ny ph thuc rt ln vo c tnh tiu th
sn phm. Tip l chn a im tung sn phm, th trng mc tiu v quyt nh
chn knh phn phi. Ngoi ra, nh sn xut cng phi ra mt chin lc
Marketing cho sn phm mi khi tung ra th trng.
1.4.4.7
Chu k sng sn phm
Chu k sng ca sn phm c hiu l s m t s bin ng ca sn lng sn

phm v doanh thu ca doanh nghip trong tng thi k pht trin t thi k tip cn

th trng cho n khi rt lui khi th trng.C th m t chu k sng ca sn phm
gm bn qu trnh sau:
Giai on gii thiu hay trin khai sn phm vo th trng.
Giai on pht trin hay tng trng.
Giai on chn mui.
Giai on suy thoi.
G chn mui
G pht trin SP
G suy thoi
G gii thiu SP
Doanh thu
Li nhun
Hnh 1.3 S chu k sng ca sn phm.

Nhng quyt nh Marketing ca doanh nghip ph thuc rt ln vo vn doanh
nghip ang ng giai on no ca chu k sng. Nghin cu chu k sng ca sn
phm gip cho vic h thng ha k hoch mt hng v nghin cu sn phm mi
thch hp vi mi giai on. V ng vi mi giai on ca chu k sng l s c nhng
c im tng ng vi giai on . Bng 1.1 s trnh by r nhng c im lin
quan.
Bng 1.1 C IM NG VI TNG THI K TRONG CHU K SNG
CA SN PHM
G Gii thiu
*Doanh thu thp
*Chi ph trn mi
khc hng cao
*Li nhun m
*Khch hng t
*Cnh tranh t
G pht trin
G chn mui
G suy thoi
*Doanh thu tng
*Doanh thu t
*Doanh thu gim
nhanh
ti a
nhanh
*Chi ph trn mi *Chi ph trn mi *Chi ph trn mi
khch hng trung khch hng thp
khch hng thp.
bnh
*Li nhun t ti *Li nhun gim
*Li nhun bt
a
nhanh
u tng
*Khch hng ti
*Khch hng t
*Khch hng tng
a
*Cnh tranh gim
*Cnh tranh tng *Cnh tranh mnh
m
Chu k sng ca sn phm din ra nh qu trnh trn, nhng nu mt sn phm ca

doanh nghip trong giai on suy thoi v dn n b loi khi th trng th doanh
nghip cn phi lm g tip tc tn ti.Khi doanh nghip s p dng chin lc
gi u tc l tung ra sn phm mi song song vi sn phm hin ti.Tc l khi sn
phm hin ti ang giai on pht trin th ta s tung ra sn phm mi v khi sn
phm hin ti giai on suy thoi th tc l sn phm mi s giai on chn
mui.Nh vy s gip doanh nghip tip tc pht trin v ty theo mi mc tiu khc
nhau m mi doanh nghip a ra cc chin lc gi u sn phm khc nhau.
1.6 Mi quan h gia chin lc sn phm v cc phi thc khc trong
Marketing Mix
Sau khi thc hin xong cc quyt nh v chin lc sn phm th doanh nghip s
c mt sn phm mi hoc sn phm thay th hon chnh. Chin lc gi s cho sn
phm mt mc gi sn phm tiu th c trn th trng. Mc gi phi ph
hp vi c tnh sn phm, nu gi qu cao trong khi nhu cu khng c s lm khch
hng t chi sn phm cn nu gi sn qu thp trong khi c tnh c nu l qu
nhiu s lm khch hng nghi ng v cht lng sn phm. Thc hin chin lc phn
phi m bo khch hng tm mua c ng sn phm v ng mc gi m cng
ty ra mt cch thun li v d dng nht to khch hng quen thuc cho sn
phm . Chin lc chiu th gip cho ngi tiu dng nhn bit thng hiu, nhng
g doanh nghip mun gi n ngi tiu dng nh c tnh sn phm, li ch ca

khch hng khi s dng sn phm kch thch nhu cu, cng nh thc y hnh vi
mua hng ca ngi tiu dng.
Yu t mi trng tc ng n chin lc sn phm:
Mi trng ngoi vi:
1.7.1.1
Mi trng marketing vi m:
a) Gii trung gian:

Gii trung gian c th l nh mi gii marketing gip doanh nghip tm th trng,
tm khch hng.
Gii trung gian cng l cc nh bn s, i l, bn l. H c th m bo cho ngi
mua nhng iu kin thun tin v thi gian, khng gian, a im v th tc mua
hng vi chi ph thp hn so vi doanh nghip t lm, tha mn nhu cu bt c u
khi khch hng cn, to iu kin gii quyt tt th tc mua v vn chuyn hng.
Gii trung gian c th bao gm cc n v vn chuyn, trung gian ti chnh.
Cc nh trung gian va lm nhim v cho doanh nghip lm cho c i th cnh
tranh nn cn chn ng nh trung gian sn phm c bn tt hn.
b) Khch hng:
Nhim v ca doanh nghip l tn trng khch hng v tha mn nhu cu ca
khch hng. H l ngi mua hng ca doanh nghip v cng mua hng ca i th,
cn bit h cn g phc v h.
C nhiu dng khch hng khc nhau nn doanh nghip cn nghin cu k phc
v tt hn khch hng ca mnh.
mun v th hiu ca khch hng lun thay i theo thi gian v khng gian nn
doanh nghip cn d bo trc c nhng thay i .
c) i th cnh tranh:
i th cnh tranh cc ngnh khc nhau: ngnh hng khc nhau nhng chi tiu
cho ngnh hng ny lm gim chi tiu ngnh hng khc v ngc li.
Cnh tranh trong cng mt ngnh: cc doanh nghip khng ngng nn g cao cht
lng phc v nhm ginh git khch hng.
Cnh tranh trong cng mt loi sn phm c cc nhn hiu khc nhau.
1.7.1.2
Mi trng marketing v m

a) Mi trng chnh tr-lut php:
Nh nc ban hnh nhiu lut, php lnh v ngh nh nh: Hin php, Lut dn
s, Lut cng ty, Lut hp tc x, Lut u t nc ngoi, Php lnh gi, Php lnh
qung co
H thng cng c chnh sch nh:chnh sch ti chnh, Chnh sch tin t, Chnh
sch thu nhp, Chnh sch xut nhp khu
C ch iu chnh ca Chnh ph, quyt nh trc tip ti hiu lc ca lut php v
cc chnh sch kinh t.
Tt c cc ni dung trn u cng chung mc ch bo v quyn li cho c ba bn:
ngi tiu dng, doanh nghip v ton x hi.
b) Mi trng vn ha, x hi:
Nghin cu v mi trng vn ha x hi nhm gip cc doanh nghip hiu r hn
nhng im tng ng v khc bit v vn ha a ra chin kinh doanh thch hp
vi khch hng nhng vng vn ha khc nhau.
Nghin cu mi trng vn ha cn gip doanh nghip c ng x tt trong k kt
hp ng, giao dch vi i tc v khch hng.
Trong xu hng hi nhp, cc nh marketing cn vt qua ro cn vn ha khi
thit k v trin khai cc chin lc marketing p ng nhu cu khch hng
nhng th trng khc nhau.
c)
Mi trng dn s:
Mi trng dn s nghin cu v: cu trc dn s theo tui, cu trc dn s theo

gii tnh, cu trc dn s theo a l v dn tc, tnh trng gia nh v tnh trng di
chuyn dn c.
Nghin cu mi trng dn s doanh nghip nghin cu c hnh vi tiu dng
ca nhiu tui khc nhau, hnh vi ca nam v n khc nhau, a l v bn sc dn
tc cng tc ng kh nhiu n hnh vi mua sm ca ngi tiu dng, iu ny cng
tng t vi tnh trng gia nh v tnh trng di chuyn dn c.
d)
Mi trng t nhin:
Cc nh tip th cn tnh ti nhng e da v cc c may lin quan n mi trng

t nhin: tnh trng khan him sp din ra, ph tn v nng lng gia tng, nhim gia

tng v s can thip ca Chnh ph vo qun l ti nguyn thin nhin, t i khi
cng dn n nhng c may cho mt s ngnh hng.
Mc nhim ca mi trng ngy cng nghim trng do cht thi cng nghip.
ngy nay, i vi sn phm d tt, gi r nhng nu l sn phm gy hi cho mi
trng th s b ty chay.
Mi trng ni vi:
Tt c cc hot ng ca doanh nghip u nhm mc tiu chung l tha mn nhu
cu khch hng doanh nghip kinh doanh c li. thc hin tt iu ny cn ty
thuc vo yu t mi trngni vi trong doanh nghip nh: yu t ngun nhn lc,
yu t ti chnh, yu t cng ngh sn xut, yu t qun tr, yu t nghin cu pht
trin, yu t vn ha t chc
Khng th c c mt chin lc marketing thnh cng m ch nghin cu mi
trng ngoi vi, ta cn phi c bit quan tm n mi trng ni vi ti doanh nghip.
T chc phi on kt mi c th tn ti v pht trin v th ca doanh nghip trn th
trng.
TM TT CHNG 1
Tm li, chnh sch lin quan n sn phm l mt b phn quan trng trong hot
ng Marketing ca doanh nghip. Mun sn xut kinh doanh c hiu qu cng ty
phi nm r n v cng ty mnh d kin kinh doanh th trng no v kinh doanh
sn phm nh th no. Nhng quyt nh lin quan n sn phm rt a dng, chng
bao gm nhng quyt nh v loi hnh sn phm sn xut v kinh doanh, kinh doanh
theo hng a dng ha hay chuyn mn ha. Quyt nh v nhn hiu, cht lng,
bao b, v nhng dch v h tr nhm tng cht lng v mc hon thin ca sn
phm. Ngoi ra, cng tc nghin cu sn phm mi l b phn khng th thiu c
trong chnh sch sn phm. c th tn ti v pht trin cng ty phi thng xuyn
nghin cu ci tin sn phm, a ra nhng mu sn phm ph hp vi xu hng tiu
dng ca khch hng. Trong qu trnh kinh doanh, doanh nghip cn tm hiu sn
phm ca mnh ang giai on no ca chu k sng. iu ny s gip cho doanh
nghip a ra cc quyt nh ph hp trong tng giai on khc nhau ca sn phm
c th trnh c nhng ri ro ng tic cho doanh nghip.
CHNG 2
CHIN LC SN PHM YU T TO NN S THNH CNG
CA CNG TY TNHH NHA VIT NAM
2.1
Tng quan th trng tm lp COMPOSITE F.R.P
2.1.1
Khi qut th trng vt liu xy dng vt liu lp
Trong nn kinh t th trng, tng quan cung - cu ca mi loi hng ha l nhn

t c vai tr nh hng quan trng nht ti din bin gi c ca hng ha . My nm
gn y, cng vi cn st gi xng du v nguyn, nhin liu th trn th trng th
gii, gi ca hu ht cc mt hng trn th trng u c xu hng tng bi sc p ca
chi ph sn xut tng. i vi cc loi hng vt liu xy dng, thi gian qua, tng
quan cung - cu ca tng nhm hng c th din ra kh phc tp, gia cc nhm hng
khc nhau din ra khng cng chiu vi nhau... nn din bin gi ca chng cng c
nhiu im ng quan tm. C th chia cc loi vt liu xy dng Vit Nam (theo
tng quan cung cu ca chng ) thnh 3 nhm chnh nh sau:
Nhm nhng mt hng m nng lc sn xut trong nc thay i kh d dng
tng ng vi cu (gch nung...), cn gi l cung cn i vi cu. Trong trng

hp ny, khi cu thay i th cung s nhanh chng thay i theo thch ng. V
vy, gi hng ha s trng thi tng i n nh v thng tng hoc gim theo s
tng/gim ca chi ph sn xut chung ca loi hng .
Nhm nhng mt hng m nng lc sn xut trong nc nh hn cu (xi mng,
thp...), cn gi l cung nh hn cu. Khi , nc ta phi nhp khu thnh phm

hoc nguyn liu (Clinkers, phi thp...) m bo cn i cung - cu trn th
trng. Do vy, gi ca chng thng c xu hng tng cao. Thm vo , va qua
gi nhng loi nguyn liu ny li tng theo cn st gi du trn th gii nn chng
cng lm tng chi ph ca doanh nghip kinh doanh (hay gi vn) nhng mt hng
ny.
Nhm nhng mt hng m nng lc sn xut trong nc ln hn cu (gch p
lt, s v sinh, knh xy dng...), cn gi l cung ln hn cu. Khi , cc doanh

nghip kinh doanh mt hng ny phi tm cch tng cu (xut khu ra nc ngoi...)
hoc gim gi bn sn phm tng sc mua trong nc. Tuy nhin, nu thc hin
phng cch gim gi qu nhiu s y doanh nghip vo tnh trng thua l nng n
hoc b kin bn ph gi... V vy, trc xu th tng gi ph bin ca hu ht cc mt
hng trn th trng, cc nh sn xut vn khng dm tng gi bn (thm ch cn
phi gim gi) sn phm ca mnh nhm gii quyt vn d cung ny.
Bng 2.1 D BO SN LNG VT LIU XY DNG C BN
THI K 2001-2010
n v tnh
2001 - 2005
2006 - 2010
Xi mng
triu tn/nm
5,7
7,9
Vt liu xy
triu vin/nm 600
800
Knh xy dng
triu m2/nm
4,7
6,0
S v sinh
ngn ci/nm
1.500
1.900
Gch men
triu m2/nm
5,0
6,2
Gch bng
triu m2/nm
2,7
3,4
xy dng
triu m3/nm
1,0
1,0
Vt liu lp
triu m2/nm
7,0
9,2
Thp xy dng
triu tn/nm
0,4
0,6
(Ngun: Vin nghin cu pht trin TP.HCM)

Ni ring trong ngnh tm lp th nhn chung trong khong thi gian t nm 2008 n
nm 2010 th trng tiu dng tm lp ly sng Vit Nam ni chung v TP.HCM
ni ring tng u qua cc nm v tnh hnh cnh tranh cng ngy cng gay gt hn.
2.1.2
Khi qut th trng tm lp COMPOSITE F.R.P.

2.1.2.1
Gii thiu v vt liu nha composite F.R.P
Vt liu composite, cn gi l vt liu compozit hay composite l vt liu tng hp

t hai hay nhiu vt liu khc nhau to ln vt liu mi c tnh nng hn hn cc vt
liu ban u, khi nhng vt liu ny ng ring.
Nhng vt liu compozit n gin c t rt xa xa. Khong 5000 nm trc
cng nguyn con ngi bit trn nhng vin nh vo t trc khi lm gch
trnh b cong vnh khi phi nng. V in hnh v compozit chnh l hp cht c
dng p xc ca ngi Ai Cp.
Chnh thin nhin to ra cu trc composite trc tin, l thn cy g, c cu
trc composite, gm nhiu si xenlulo di c kt ni vi nhau bng licnin. Kt qu
ca s lin kt hi ho y l thn cy va bn v do- mt cu trc composite l tng.
Ngi Hy Lp c cng bit ly mt ong trn vi t, , ct si lm vt liu xy
dng. V Vit Nam, ngy xa truyn li cch lm nh bng bn trn vi rm bm
nh trt vch nh, khi kh to ra lp vt liu cng, mt v ma h v m vo ma
ng...
S pht trin ca vt liu composite c khng nh v mang tnh t bin vo
nhng nm 1930 khi m Stayer v Thomat nghin cu, ng dng thnh cng si
thu tinh; Fillis v Foster dng gia cng cho Polyeste khng no (polyester khng no
l loi polymer c mang orthophtalic trong mch chnh, c 30-35% styrene monomer,
pha sn 0,5 % cht xc tin Cobalt nathtalene, dng ng rn l methylethylketoneperoxide (MEKPO- loi 55%) vi lng 1%) v gii php ny c p dng
rng ri trong ngnh cng nghip ch to my bay, tu chin phc v cho i chin th
gii ln thc hai. Nm 1950 bc t ph quan trng trong ngnh vt liu Composite
l s xut hin nha Epoxy v cc si gia cng nh Polyeste, Nylon, T nm
1970 n nay vt liu composite nn cht do c a vo s dng rng ri trong
cc ngnh cng nghip v dn dng, y t, th thao, qun s, v.v
Nhn chung, mi vt liu composite gm mt hay nhiu pha gin on c phn
b trong mt pha lin tc duy nht. (Pha l mt loi vt liu thnh phn nm trong cu
trc ca vt liu composite.) Pha lin tc gi l vt liu nn (matrix), thng lm
nhim v lin kt cc pha gin on li. Pha gin on c gi l ct hay vt liu

tng cng (reinforcement) c trn vo pha nn lm tng c tnh, tnh kt dnh,
chng mn, chng xc...
Tnh u vit ca vt liu Composite l kh nng ch to t vt liu ny thnh cc
kt cu sn phm theo nhng yu cu k thut khc nhau m ta mong mun, cc thnh
phn ct ca Composite c cng, bn c hc cao, vt liu nn lun m bo cho
cc thnh phn lin kt hi ho to nn cc kt cu c kh nng chu nhit v chu s
n mn ca vt liu trong iu kin khc nghit ca mi trng. Mt trong cc ng
dng c hiu qu nht l Composite polyme, y l vt liu c nhiu tnh u vit v
c kh nng p dng rng ri, tnh cht ni bt l nh, bn cao, chu mi trng, r
lp t, c bn ring v cc c trng n hi cao, bn vng vi mi trng n mn
ho hc, dn nhit, dn in thp. Khi ch to mt nhit v p sut nht nh
d vn dng cc th php cng ngh, thun li cho qu trnh sn xut.
Cc sn phm ca NAACO c sn xut t loi vt liu nha composite F.R.P
(Fibre-reinforced plastic). Vt liu nha composite F.R.P l vt liu nha polyester
c gia cng bng si thy tinh. Nha polyester c s dng rng ri trong cng
ngh composite, Polyester loi ny thng l loi khng no, y l nha nhit rn, c
kh nng ng rn dng lng hoc dng rn nu c iu kin thch hp. Thng
thng ngi ta gi polyester khng no l nha polyester hay ngn gn hn l
polyester. Si thy tinh, c ko ra t cc loi thy tinh ko si c (thy tinh dt),
c ng knh nh vi chc micro mt. Khi cc si ny s mt nhng nhc im
ca thy tinh khi, nh: gin, d nt gy, m tr nn c nhiu u im c hc hn.
Thnh phn ca thy tinh dt c th cha thm nhng khong cht nh: silic, nhm,
magi, ... to ra cc loi si thy tinh khc nhau nh: si thy tinh E (dn in tt), si
thy tinh D (cch in tt), si thy tinh A (hm lng kim cao), si thy tinh C (
bn ha cao), si thy tinh R v si thy tinh S ( bn c hc cao). Loi thy tinh E
l loi ph bin, cc loi khc thng t (chim 1%) c s dng trong cc ng dng
ring bit.
2.1.2.2
c im th trng Tm lp composite F.R.P

Tm lp composite F.R.P c s dng ch yu ly sng cho cc cng trnh ca
nh my sn xut, nh xng cng nghip, xng th cng, nh xng gia cng nh,
Khu vc no cng c nhiu khu cng nghip, nh my, xng th cng th nhu cu
s dng tm lp composite F.R.P cng cao. Cc cng trnh dn dng s dng rt t loi
sn phm ny.
Chnh v vy, khu vc Tp.HCM v cc tnh min ng, ni tp trung nhiu khu
cng nghip nht c nc (chim 71/228 khu cng nghip trn c nc) l th trng
chnh ca cc cng ty kinh doanh sn phm tm lp composite F.R.P. Tip sau l
th trng khu vc H Ni v cc tnh ng Bng Sng Hng, th trng cc tnh
ng bng Sng Cu Long, th trng min Trung Cao Nguyn.
i vi cc cng trnh nh xng ln u do cc cng ty thp tin ch, cng ty xy
dng v lp t cng trnh ti H Ni v Tp.HCM thc hin.
i vi cc cng trnh nh xng nh v cng trnh dn dng tri di khp c
nc, cc ca hng vt liu xy dng l knh phn phi quan trng a sn phm
n ngi s dng cui cng.
mi tnh u c nhng khu vc tp trung nhiu ca hng chuyn kinh doanh cc
sn phm tm lp composite F.R.P. Tp.HCM l cc khu vc nh: L Thng Kit
T Hin Thnh, Hng Vng, Bch ng, H Ni l cc khu vc nh: Trng
Chinh, Thanh Nhn, Hong Quc Vit, Gii Phng, ng Anh, Nng l cc
khu vc nh: in Bin Ph, Tn c Thng, Quc l 1, Nhng ca hng ln ti
cc khu vc ny chnh l nhng u mi phn phi hng i cc qun, huyn v cc
tnh ln cn.
2.1.2.3
Nhu cu v th hiu ca khch hng
Cng vi s pht trin ca nn kinh t, cng ngh xy dng ca Vit Nam cng c
nhng bc tin mi trong qu trnh hi nhp vi cc nc trong khu vc cng nh
trn th gii. Ngy cng c nhiu gii php xy dng hin i thay th dn cc phng
php xy dng truyn thng cho ra i cc cng trnh vi cht lng cao, qui m
ln, thi gian thi cng nhanh.
i i vi s pht trin kinh t song ti nc ta vn c t s lm pht ang ngy
mt gia tng, ko theo gi c nhiu mt hng tng nhanh nn ngi tiu dng c xu

hng tit kim ng thi cng mun quay tr v vi thin nhin, h bt u tit kim
in nng, mong mun s dng nh sng t nhin phc v cho sinh hot, sn xut. S
dng vt liu xy dng thn thin vi mi trng ang tr thnh xu hng ca ngnh
cng nghip Vt liu xy dng. Hin ti, trn th trng xut hin nhiu loi vt liu
xy dng thn thin vi mi trng, c nhng tnh nng vt tri so vi nhng loi
vt liu xy dng c. Nhiu chnh sch c Chnh ph ban hnh nhm y mnh
s dng vt liu xy dng thn thin vi mi trng trong cuc sng.
T xu hng tiu dng mi, trn th trng ang xut hin hng lot vt liu xy
dng p ng c tiu ch ngi nh xanh t tm lp, gch xy, g nhn to, in
nng lng ti to, cc cht chng thm v c cho n cc loi sn thn thin vi mi
trng.
2.1.2.4
a)
Cc cng ty cnh tranh trong ngnh hng tm lp
Cc cng ty cnh tranh trc tip:
Trong phn khc th trng trung cao cp trn th trng tm lp composite f.r.p
ti Vit Nam, c hai thng hiu Ampelite v NAACO. Ampelite l nh sn xut tm
lp c h thng nh my ti Australia, New Zealand v mt s nc Chu (trong
c Thi Lan rt gn Vit Nam). Sn phm tm lp composite f.r.p Ampelite c mt
s nh nhp khu Vit Nam phn phi trn th trng. Ngoi ra, Ampelite cn l nh
cung cp cc sn phm tm lp composite f.r.p cho cc tp on quc t nh Zamil,
Kirby, Bluscope Steel, PEB Steel ang hot ng ti Vit Nam.
i vi phn khc th trng cp thp tp trung gn 20 n v sn xut tm lp
composite f.r.p. pha Nam c Tn Kim Long, Vit Trung, Chn Hng, Minh Pht,
gi cao
Tun Thnh, Thnh Cng, Tn Vnh Pht, Nha Rng ng pha Ampelite
Bc c Tanado,
Mai Cng, Lng Duy, ng Thnh,
Tun
Vit
Minh
NAACO
Tanado
Rng ng
Minh Cng
Tn Vnh Pht
Chn
Tn Kim
Long
Cng ngh lm tay,

Sn
xutTh.s
th Nguyn
cng
GVHD:
Th Thy Linh
Thnh Cng
Cng ngh c ko,

Dy chuyn sx t ng
ngTrc_ Trang 30
SVTH: Trn Thanh Thy
Gi thp
Hnh 2.1: nh v ca cc cng ty cnh tranh trn th trng tm lp

b)
Cnh tranh gin tip:
Bn cnh nhng i th cnh tranh trc tip nh trn, cn c cc i th cnh tranh

gin tip l cc nh sn xut tm lp nha PVC nh Cng ty nha H Ni, Nha Rng
ng, Tm lp Tam Kim, cc nh sn xut tm lp polycarbonate trong nc v nhp
khu, nht l nhp khu t Trung Quc. Hoc nhiu sn phm thay th tm lp nh
tn thp, ngi, l...Gia cc doanh nghip lun c s cnh tranh kh gay gt, h lun
c gng nng cao cht lng sn phm hoc gim gi thnh nhm nng cao mc cnh
tranh trong ngnh. Ta c th im qua vi cng ty cnh tranh cng ngnh nh trong
lnh vc tn thp: Tn Hoa Sen, Tn ng ...lnh vc ngi: tng cng ty c phn
gch ngi 30/04, cng ty Thnh Cng...

2.1.3
Cc yu t mi trng nh hng n th trng tm lp
COMPOSITE
2.1.3.1
Yu t php lut
Quy hoch tng th pht trin vt liu xy dng Vit Nam va c Th tng
Chnh ph ph duyt, nu r: Pht trin vt liu xy dng (VLXD) phi bo m tnh
bn vng, gp phn pht trin kinh t, to s n nh x hi v bo v mi trng; ph
hp vi cc quy hoch khc lin quan. i vi ring lnh vc vt liu lp th phi
pht trin a dng cc sn phm tm lp nh tm lp composite, tm lp
polycarbonate, tm lp polycarbonate hp kim nhm, tm lp t si hu c v bi
tum, tm lp acrylic c ph cc ht t nhin v gia cng cc tm lp kim loi.
(theo QUYT NH Ph duyt quy hoch tng th pht trin vt liu xy dng Vit
Nam n nm 2020_ S: 121/2008/Q-TTg)
T quyt nh ban hnh ca th tng chnh ph, cc cng ty c bit tp trung
pht trin cng ngh k thut nhm nng cao sn lng sn phm v a dng ha sn
phm trn th trng.
2.1.3.2
Yu t mi trng kinh t
Nn kinh t ngy cng tng trng mnh m, nhu cu xy dng cng trnh nh my
cng tng v vi ch trng tit kim in nn a s cc doanh ngghip xy dng
chn tm lp ly sng. Ngoi ra Pht trin sn xut ngi nung truyn thng 22 vin/m2
cc a phng c ngun nguyn liu, bo m cht lng sn phm v hn ch ti
a nh hng n mi trng vi cc ch tiu v nhin liu v nng lng nh sau:
+ Than cm 4 5 209 kg/1000 vin;
+ in 59 KWh/1000 vin.
- Pht trin sn xut cc loi ngi trng men, ngi trang tr cht lng cao c gi tr
kinh t, phc v cho xy dng trong nc v xut khu.
2.1.3.3
Yu t mi trng t nhin
Sn phm vt liu lp phi ph hp vi iu kin kh hu, ph hp vi tp qun sinh

hot Vit Nam, va c tnh truyn thng va hin i, thn thin mi trng, chng
chu mnh m vi thi tit bin ng ngy cng tht thng, mi trng cng nhim.

Ngoi ra ti nguyn khong sn cng dn cn kit, t y tc ng khng nh n
th trng tm lp.
2.2 Tng quan v cng ty TNHH nha Vit Nam
2.2.1
Tng quan
Tn n v: CNG TY TNHH NHA VIT NAM

Tn giao dch quc t: VIETNAM A PLASTIC COMPANY Ltd.
Thng hiu: NAACO
Logo:
Tr s chnh:
337 ng Tn La, P. Bnh Tr ng
B,Q. Bnh Tn, TP. H Ch Minh
Tel: (84) 8 37.60.60.60 - 8.37.54.06.57
Fax: (84) 8 37505315
Chi nhnh H Ni:
1325 Gii Phng, Q. Hong Mai, H
Ni
Tel : (84) 4 3664 9687 - 3642.1592
Fax: (84) 4 36644248
Vn phng i din Nng:
341 in Bin Ph, Q. Thanh Kh, Tp
Hnh 2.2: Mng li hot ng
Nng
ca NAACO
Tel: (84) 5113 727 727

Fax: (84) 5113 727 725
E-mail: info@naaco.com.vn
Website: www.naaco.com.vn
Lnh vc SXKD: Chuyn sn xut, kinh doanh v xut khu cc sn phm t vt liu
Composite F.R.P (nha gia cng si thy tinh)

Sn phm chnh:
Hnh 2.3: Cc sn phm tiu biu ca cng ty NAACO

2.2.2
Lch s hnh thnh ca cng ty TNHH nha Vit Nam
Cng ty TNHH Nha Vit Nam (NAACO) c thnh lp t nm 1997, vi

100% vn t nhn ca ngi Vit Nam. NAACO hot ng trong lnh vc sn xut,
kinh doanh v xut khu cc sn phm t vt liu nha Composite F.R.P (nha gia
cng si thy tinh).
2.2.3
Trit l kinh doanh, s t chc.

2.2.3.1
Trit l kinh doanh
Tm lp composite F.R.P l sn phm ch lc ca NAACO. L n v u tin sn

xut tm lp composite F.R.P ti Vit Nam, v th NAACO thu hiu s mong i ca
khch hng v c nhiu kinh nghim trong sn xut cng nh thi cng.
NAACO cam kt s dng nguyn liu v phng php sn xut tt nht lm ra sn
phm cht lng n nh vi gi ph hp cho th trng.
Tm nhn: NAACO mong mun tr thnh n v hng u trong ngnh nha
Composite F.R.P. S pht trin ca NAACO lun gn lin vi li ch ca vic ng
dng vt liu F.R.P vo ngnh xy dng. NAACO to ra sn phm nhng bn s hi
lng cho khch hng. Mi nhn vin cm thy t ho khi l thnh vin ca NAACO
S mnh: NAACO pht huy tnh u vit ca vt liu Composite mang li li ch
cho cng ng. NAACO c bit n nh l cng ty hng u ti Vit Nam trong
ngnh nha Composite F.R.P. NAACO khng ngng nghin cu m rng ng dng
vt liu composite p ng nhu cu th trng vi sn phm cht lng v gi c ph
hp.

Cam kt: NAACO cam kt khng ngng ci tin nng cao cht lng sn phm,
cht lng dch v nhm mang li s hi lng cho qu khch hng.
Chng trnh Hnh trnh Xanh (Go Green): NAACO hng ti vic ng dng
nhng cng ngh sn xut tm lp tin tin v s dng nhng nguyn vt liu thn
thin vi mi trng.
2.2.3.2 S t chc
HI NG THNH VIN
GIM C IU HNH
PH GIM C
PH GIM C
NH MY
LONG AN
NH MY
H NI
P. K TON
P KINH DOANH
TIP TH
P. HNH CHNH
-
CHI NHNH
NHN S
H NI
VPD
P. K THUT
NNG
P. R&D
Hnh 2.4: S t chc ca NAACO

Chc nng nhim v ca cc b phn:
Hi ng thnh vin: Hi ng thnh vin gm cc thnh vin, l c quan
quyt nh cao nht ca cng ty. Thnh vin l t chc ch nh ngi i din
theou quyn tham gia Hi ng thnh vin. iu l cng ty quy nh c th nh k
hp Hi ng thnh vin, nhng t nht mi nm phi hp mt ln. ca cng ty; Vi
cc nhim v nh sau: Quyt nh tng hoc gim vn iu l, quyt nh thi im
v phng thc huy ng thm vn; Quyt nh phng thc u t v d n u t
c gi tr trn 50% tng gi tr ti sn c ghi trong bo co ti chnh ti thi im
cng b gn nht ca cng ty hoc mt t l khc nh hn quy nh ti iu l cng
ty; Quyt nh mc lng, thng v li ch khc i vi Ch tch Hi ng thnh
vin, Tng gim c, K ton trng v ngi qun l khc quy nh ti iu l
cng ty; Thng qua bo co ti chnh hng nm, phng n s dng v phn chia li
nhun hoc phng n x l l ca cng ty; Quyt nh c cu t chc qun l cng
ty; Quyt nh thnh lp cng ty con, chi nhnh, vn phng i din; Sa i, b
sung iu l cng ty; Quyt nh t chc li cng ty; Quyt nh gii th hoc yu
cu ph sn cng ty;
Gim c iu hnh: gim c iu hnh ca cng ty NAACO l b Nguyn
Th Thu Vn c nhim v iu hnh tt c cc hot ng ca cng ty. Quyt nh v

tt c cc vn lin quan n hot ng hng ngy ca cng ty; T chc thc hin
cc quyt nh ca Hi ng qun tr; T chc thc hin k hoch kinh doanh v
phng n u t ca cng ty; Kin ngh phng n b tr c cu t chc, quy ch
qun l ni b cng ty; B nhim, min nhim, cch chc cc chc danh qun l
trong cng ty, tr cc chc danh do Hi ng qun tr b nhim, min nhim, cch
chc; Quyt nh lng v ph cp i vi ngi lao ng trong cng ty, k c cn
b qun l thuc thm quyn b nhim ca Gim c
Trong cng ty chia thnh 3 b phn chnh:
B phn sn xut: Trong b phn sn xut, ng u l ng Nguyn Ngc Phi
V vi nhim v: Thc hin cng vic qun l iu hnh ton b cc hot ng

ca nh my theo s y quyn ca Gim c Cng ty; Lp v xy dng cc quy
trnh quy phm k thut i vi cc dy truyn sn xut ca nh my; Xy dng k

hoch v t chc thc hin k hoch sn xut ca nh my theo k hoch chung
ca
Cng
ty;
Lp k hoch v vt t, nhn lc v cc cng vic lin quan n sn xut trnh

Gim c Cng ty ph duyt. Phn cng cng vic cho lao ng trong ton nh
my, gim st v nh gi kt qu lm vic ca Cng nhn trong ton nh my;
xut c ch qun l cho ph hp vi iu kin ca nh my; o to nhn vin
theo quy trnh sn xut v quy nh an ton lao ng ca Cng ty; Lp k hoch v
i tu, sa cha bo dng thit b ca nh my. Chu trch nhim v cht lng
sn phm. Trong b phn sn xut NAACO c 2 nh my sn xut chnh, phng k
thut vi nhim v nghin cu a ra cc thng s sn phm ph hp vi c tnh
sn phm v khc phc cc li k thut trong sn xut v phng R& D c chc
nng nghin cu v pht trin thun ty v mt sn phm nhm cho ra i nhng
sn phm c thit k, cht liu, c tnh, cng dng mi.
B phn kinh doanh: gi v tr ph gim c l ng Hi, c nhim v qun
l cc nhn vin kinh doanh, trc tip chu trch nhim thc hin cc hat
ng tip th - bn hng ti cc khch hng v khch hng tim nng ca Doanh
nghip nhm t mc tiu v Doanh s, Th phn,... Trong b phn kinh doanh chia
thnh 3 b phn nh: phng kinh doanh, chi nhnh v 3 vn phng i din ti H
Ni, Nng v TP. H Ch Minh.
B phn hnh chnh- k ton: phng k ton chnh t ti TP.HCM vi
trng phng k ton l b L Th Mai Hoa c nhim v tnh ton ti chnh ca

cng ty, bo co thu v thanh ton vi cc khch hng. Cn phng hnh chnh c
nhim v son tho cc vn bn, qun l nhn s ca cng ty...

Qu trnh pht trin v cc thnh tu t c.
2.2.4
2.2.4.1
Qu trnh pht trin
Trong giai on t nm 1997-2007, NAACO ch sn xut vi cng ngh p tay,

th cng. Ban u ch sn xut ch yu tm lp ly sng, sau sn xut thm tm lp
khng n mn v thng rc, xe y rc.
Nm 2007 nh du bc ngot quan trng i vi s pht trin ca NAACO
khi quyt nh u t dy chuyn sn xut tm lp t ng u tin ti Vit Nam. ng
dng tnh u vit ca vt liu composite f.r.p v kt hp vi cng ngh sn xut mi,
NAACO cho ra i hng lot sn phm mi p ng nhu cu th trng. Bn
cnh , NAACO bt u k hoch xy dng thng hiu NAACO mt cch bi
bn v di hn.
Thng 9/2009, NAACO m rng sn xut vi vic xy dng nh my th hai ti
H Ni nhm p ng cho th trng khu vc H Ni v cc tnh pha Bc, ti u ha
chi ph vn chuyn.
Thng 4/2011, NAACO khai trng Vn phng i din ti Nng nhm m
rng h thng phn phi ra Nng v cc tnh min Trung, h tr k thut v dch
v hu mi tt hn cho cc khch hng.
1997
2000
1997: Tm lp 1999:
Xe
ly sng
y/thng cha
rc
1998: Tm lp
khng n mn
1997: Tm lp
ly sng
2007
2007: Bn gh
ngoi tri
2005: Khu vui chi
tr em
2003:
Ph
lp
chng n mn
2002: Chu hoa,
bn cha ha cht
1999: Xe y/thng
cha rc
1998: Tm lp
khng n mn
1997: Tm lp ly
sng
2010
2010: Sauna si thin
nhin
2009: Cabin trm thu ph
2007: Bn gh ngoi tri
2005: Khu vui chi tr
em
2003: Ph lp chng n
mn
2002: Chu hoa, bn
cha ha cht
1999: Xe y/thng cha
rc
1998: Tm lp khng n
mn
1997: Tm lp ly sng
Hnh 2. 5: Qu trnh u t cng ngh v pht trin sn phm ca NAACO

2.2.4.2
Thnh tu t c
Trong sut 12 nm khng ngng nng cao, ci tin cht lng sn phm, cht
lng dch v v bo hnh, NAACO t nhiu gii thng nh:
Huy chng vng Hng Vit Nam Cht lng cao ph hp tiu chun 2003
Huy chng vng hi ch Vietbuild 2003,2005,2006,2007,2009
Cp vng thng hiu ngnh xy dng 2006,2007,2008
Danh hiu hng Vit Nam cht lng cao 2007 do ngi tiu dng bnh chn
Cp vng hi tr Vietbuild 9/2008.
Hnh 2.6. Mt s thnh tu NAACO t c

2.2.4.3
Nng lc ca cng ty NAACO
Tng vn u t ban u l : 2.694.000.000 VND

Tng vn u t hin nay l : 12.000.000.000 VND
Nhn chung trong khong thi gian t nm 2008 n nm 2010 th trng tiu dng
tm lp ly sng Vit Nam ni chung v TP.HCM ni ring tng u qua cc nm.
iu ny ni ln sn lng sn xut cng tng u theo mc tng ca th trng. iu
khin cc nh sn xut u c chnh sch v sn phm, v d : chnh sch v gi,
khuyn mi Song nhng thay i trong khong thi gian ny cng khng nh hng

nhiu n lng hng tn kho ca cng ty TNHH Nha Vit Nam , c th do cng ty
ch tp trung sn xut theo n t hng.
Bng 2.2 DOANH THU QUA CC NM

(T NM 2005 N THNG 8 NM 2010)
VT: T ng
8 thng
Nm
2005
2006
2007
2008
2009
u nm
2010
Doanh thu
18.4
T l tng
trng (%)
22.2
29.3
41.1
52.2
48.3
121%
132%
140%
127%
93%
(Ngun: Bo co kinh doanh hng nm ca NAACO)
VT: t ng
Hnh 2.7: Biu Doanh thu qua cc nm 2005-2011
2.2.5
V th ca cng ty trn th trng tm lp COMPOSITE F.R.P

2.2.5.1
i vi cc cng ty cnh tranh

a)
i phn khc th trng trung cao cp trn th trng tm lp
composite f.r.p ti Vit Nam

Trong phn khc ny hin c 2 cng ty ln l NAACO v Ampelite
Ampelite c mt s dng sn phm cao cp, c nhng tnh nng c bit, ph hp
vi mt s cng trnh nh xng yu cu c tnh k thut cao m hin nay NAACO
cha sn xut c. Mc gi ca Ampelite cao hn khong 30-40% so vi gi ca
NAACO i vi cng mt chng loi sn phm. Tuy nhin, do nhp khu t Thi lan
v Vit Nam nn Ampelite b hn ch v chiu di sn phm, thi gian giao hng v
linh hot trong p ng s lng khc nhau ca cc n hng. Cn NAACO vi
phng chm hot ng gi thnh hp l, cht lng sn phm u vit. V NAACO
c bit n nh l cng ty hng u ti Vit Nam trong ngnh nha Composite
F.R.P.
b)
i vi phn khc th trng thp
Nhn chung th trng ny th cuc cnh tranh c v si ni hn th trng c gi

cao v tp trung gn 20 n v sn xut tm lp composite f.r.p, ch yu l sn xut
theo cng ngh p tay, th cng, khng c dy chuyn sn xut t ng nh
NAACO. pha Nam c Tn Kim Long, Vit Trung, Chn Hng, Minh Pht, Tun
Thnh, Thnh Cng, Tn Vnh Pht, pha Bc c Tanado, Mai Cng, Lng
Duy, ng Thnh,
Mt n v duy nht cng c dy chuyn sn xut tm lp composite f.r.p t ng
nh NAACO l Cng ty Nha Rng ng. Tuy nhin, do sn xut cha tt dn n
sn phm cha a ra nhiu trn th trng v h thng phn phi cn km.
Cc n v ny ch yu nh v thng hiu bng gi thp v chit khu cao, cht
lng sn phm km, khng c ch bo hnh nghim tc. Gi ca cc n v ny
thp hn gi cng mt loi sn phm ca NAACO khong 50%-70%.
2.2.5.2
i vi khch hng
Do hot ng trong lnh vc B2B nn i tng khch hng chnh ca NAACO l

cc nh thp tin ch, nh thu xy dng & lp t cng trnh, cc ca hng kinh
doanh vt liu xy dng, nh my cn tn,Cng ty NAACO to nim tin ngay t ln
u tip xc qua Slogan Do dai trong sng gi, bn b cng thi gian. Khch hng

c th cm nhn d dng v cht lng ca sn phm tm lp composite f.r.p mang
thng hiu NAACO thng qua Slogan ny.
NAACO lun t cht lng sn phm ln hng u v lun u t vo cng ngh
mi, cng nh hot ng nghin cu v pht trin sn phm (R&D) gi vng n
nh cht lng, cho ra th trng nhng dng sn phm mi c thm nhiu tnh nng
vt tri p ng nhng yu cu k thut ngy cng cao ca cc cng trnh.
2.3 Phn tch chin lc S-T-P ca cng ty giai on 2008-2010
2.3.1
Phn khc th trng
Da vo nhng yu t nh hng n th trng tm lp composite, NAACO

phn khc th trng da trn cc tiu ch phn khc ch yu nh: khu vc a l, thu
nhp, hnh vi tiu dng
Tiu ch phn khc theo khu vc a l NAACO chia thnh 3 phn khc nh sau:
- Min Bc: Nam nh, Lai Chu, Hng Yn, H Ni
- Min Trung: Bc Ninh, Vnh Phc, Nng, Qung Nam
- Min Nam: Bnh Dng,
Long An, Bnh Thun, Lm ng, ng Nai,
Tp.HCM
S d NAACO phn khc theo cc min v c tnh ng nht, nhu cu tiu dng
cao v khch hng mc tiu c nh gi l s dng.
Tiu ch phn khc theo mc thu nhp: NAACO phn khc th trng thnh th
trng trung- cao cp v khc th trng thp nhm a ra mc gi hp l cho tng
sn phm ca cng ty.
Tiu ch phn khc theo hnh vi tiu dng: Cng ty tp trung phn khc ch yu
vo li ch mua hng mang li. C th nh tm lp Natalite, Betalite th li ch mang
li l gim chi ph in nng tiu th, c hp cht chng tia cc tm, ngn cn vic
thm thu v thm nc tm lp Resita th li ch mang li l c lp bo v chng
n mn c mt trong v ngoi ca tm lp, s dng tt trong mi trng axit v
kim
2.3.2 Chn th trng mc tiu
T nhng phn khc th trng pha trn, NAACO xc nh th trng mc tiu
ca mnh l: phn khc th trng trung cp v cao cp, i th cnh tranh trc tip l

Ampelite (hng nhp khu t Thi lan). T NAACO cng xc nh khch hng
mc tiu c th nh sau:

Bng 2.3 KHCH HNG MC TIU CA TNG NHN HIUDNG SN PHM TM LP
Nhn hiu
Khch hng mc tiu

Nh phi gm s, gch, cafe, tr, nng sn. Nh trng rau sch, trng
hoa. Nh xng sn xut, kho hng, cng trnh cng cng. Natalite
Natalite
dng phng, khng mi sng c s dng cho cc cng trnh dn

dng hay trang tr: Lp mi ging tri, hin nh; Mi che sn thng,
Betalite
Resita
bi xe, cng vin; Trang tr sn vn, khu gii tr, h bi.

Nh phi gm s, gch, cafe, tr, nng sn. Nh trng rau sch, trng
hoa. Nh xng sn xut, kho hng, cng trnh cng cng.
Nh my xi m, luyn kim, sn xut ha cht. Nh my thuc da, ch
bin tht gia cm. Nh my sn xut phn bn, thuc tr su. Nh my
ch bin m cao su. Cng trnh v nh dn dng vng ven bin.
Xc nh r th trng mc tiu gip cho NAACO ch ng hn trong h thng

phn phi v s lng tiu th tng th trng c th nh sau:
Hnh 2.8 Th trng tiu th ca NAACO nm 2010
2.3.3
nh v sn phm

Cng ty NAACO c nh v l thng hiu dn u ngnh sn xut tm lp
composite f.r.p ti Vit Nam. im khc bit ca thng hiu NAACO so vi cc i
th cnh tranh trn th trng hin nay l: Cht lng tt v n nh gi bn tng
ng vi cht lng (lun cao hn so vi cc i th cnh tranh) dch v bo hnh
sn phm (ch bo hnh ln n 15 nm).
im khc bit c c da trn nng lc li ca NAACO l: Cng ngh sn
xut hin i, ng b, t ng hon ton u t vo hot ng nghin cu v pht
trin sn phm mi (R&D) Sn xut theo h thng qun l cht lng ISO
9001:2008.
Trn th trng tm lp composite f.r.p Vit Nam hin nay, hu ht cc khch hng
u cho rng sn phm NAACO c cht lng tt, gi cao v ch bo hnh tt.
2.4
Phn tch chin lc sn phm dng tm lp ca cng ty NAACO ti a
bn TP. H Ch Minh giai on 2008-2010

2.4.1
Kch thc tp hp sn phm:
Cng ty TNHH Nha Vit Nam c thnh lp t nm 1997 hot ng trong

lnh vc nha composite F.R.P. NAACO sn xut nhiu mt hng nh tm lp, bn
cha ha cht, chu hoa, thit b v sinh. Song mt hng ch lc ca cng ty vn l
tm lp. Trong ti ny tp trung nghin cu vo hai dng sn phm tm lp ly
sng v tm lp khng n mn. Mi dng c nhiu loi sn phm khc nhau quy nh
theo dng sng trn tm lp ng thi cng c dy khc nhau.
C th v cc s o ca chiu di, chiu rng, chiu su ca tp hp sn phm s
c din gii c th nh sau:

Bng 2.4 TP HP SN PHM TM LP TI THI IM 2010
Dng
dy
sn
Nhn hiu KIU SNG
c tnh sn phm
(mm
phm
)
1;
c lm t vt liu hn hp nha v
Sng trn
1.2; si thy tinh (F.R.P) trn dy chuyn
Sng vung
Fibro
Onduline
NATALITE Spandek
Ecodek
Metdek
Peblok
Metklip
Kiplok
1.5;
t ng.
2.0;
Li ch: 85% nh sng t nhin i vo
2.5;
cng trnh gip gim chi ph s dng
3.0
1.2;
in. C cha hp cht chng tia cc
1.5;
nng t gi sch cho tm lp. B mt
2.0;
sn phm rn, chc gip ngn cn
2.5
vic thm nc v thm thu. Chiu
1.5;
2.0
1.2;
tm (UV). B mt nhn lng to kh
di c ct theo yu cu v c th
ln n 15 mt. Sn xut theo qui
cch ring theo yu cu ca khch
hng.
1.5;
2.0
1.5;
Lokseam
Tm
2.0;
2.5
lp
ly
c lm t vt liu hn hp nha v
sng
si thy tinh (F.R.P) trn dy chuyn
Sng trn
t ng. Ngoi ra cn c cc ph gia

v xc tc nh cht n nh, cht
Sng vung
chng bt, mu
Li ch: 85% nh sng t nhin i vo
cng trnh gip gim chi ph s dng
in. C cha hp cht chng tia cc
0.75;
LITE
1.0
Fibro
tm (UV). B mt nhn lng to kh

nng t gi sch cho tm lp. B mt
sn phm rn, chc gip ngn cn
SVTH:
Trn Thanh
Thy
Trc_
Trang
48
vic thm
nc v
thm
thu.
Chiu
di ti a 6m

Sng trn
Sng vung
Fibro
Tm
Onduline
lp
khng
n
mn
RESITA
1.0;
c lm t vt liu hn hp nha
1.2;
c bit v si thy tinh (F.R.P) trn
1.5;
dy chuyn t ng.
2.0;
Li ch: C lp bo v chng n mn
2.5;
c mt trong v ngoi ca tm lp, s
3.0
1.2;
dng tt trong mi trng axit v
1.5;
2.0;
2.5
Spandek
Ecodek
Metdek
Peblok
Metklip
Kiplok
1.5;
kim. C cha hp cht chng tia cc

tm (UV). S truyn dn m thanh
thp nn gim ting n khi tri ma.
Chiu di c ct theo yu cu v c
th ln n 15 mt.
2.0
1.2;
1.5;
2.0
1.5;
Lokseam
2.0;
2.5
Trong giai on t nm 1997-2007, NAACO ch sn xut vi cng ngh p tay,

th cng. Ban u ch sn xut ch yu tm lp ly sng, sau sn xut thm tm lp
khng n mn v thng rc, xe y rc. Song cng ngh k thut cn yu km.
Vi mc ch nhm tng kh nng la chn sn phm, tha mn nhu cu ngy cng
cao ca nhng nhm khch hng khc nhau, NAACO lun tm hiu nghin cu a ra
nhiu kiu sng, mc hu dng, b dy sn phm a dng to nn s khc bit cho
cng ty NAACO vi cc cng ty cnh tranh. Song song , NAACO cng khng
ngng hin i ha cng ngh sn xut, u t dy chuyn sn xut t ng v thng
xuyn gi cc mu sn phm n Tng cc tiu chun o lng cht lng nhm
kim nh cht lng sn phm vi mc ch trnh sai st trong sn xut v nng cao
uy tn doanh nghip trong lng khch hng. V vi nhng quyt nh nh th vo nm

2007 nh du bc ngot quan trng i vi s pht trin ca NAACO khi quyt
nh u t dy chuyn sn xut tm lp t ng u tin ti Vit Nam. ng dng tnh
u vit ca vt liu composite f.r.p v kt hp vi cng ngh sn xut mi, NAACO
cho ra i hng lot sn phm mi p ng nhu cu th trng.
Nhn hiu sn phm
2.4.2
2.4.2.1
Tn nhn hiu
Vic t tn nhn hiu quyt nh mt phn lm sn phm thnh cng trn th

trng hay khng. i vi NAACO, cng ty t tn cho cc nhn hiu nh Natalite,
Resita, Betalite c m tit, d c, d vit, d nh, c hng quc t ha cao nn rt
thun li cho vic xy dng thng hiu khng ch i vi th trng ni a, m cn
c cho th trng quc t. Tm l ngi Vit Nam hin nay vn chuc hng ngoi nn
tn thng hiu c tnh quc t ha cao d chim c cm tnh ca ngi dn.
NAACO tung ra 3 sn phm cho dng tm lp, mi sn phm c tn ring v gn
lin vi c im sn phm v d hiu, s dng t n gin v phn bit trnh gy
nhm, c th:
Natalite: ch lite l t ng m vi light ng thi cng c ngha l trng
lng, khng nh c tnh ca sn phm l dng ly sng, nh, d dng vn
chuyn, lp t.
Resita: NAACO mun gi gm n khch hng c tnh ca sn phm c th
hn l kh nng khng chu (resistant) cao.
Betalite: i vi nhn hiu ny NAACO li khng nh mc thng dng cao
ca sn phm v a phn dnh cho cc cng trnh ph thng ng thi cng c kh
nng ly sng n 85% t nh sng mt tri.
2.4.2.2
ng k bo h nhn hiu hng ha
Hiu rt r gi tr ca vic nhn hiu hng ha c php lut bo v, NAACO

tin hnh vic ng k bo h nhn hiu hng ha t rt sm. NAACO c Giy
chng nhn nhn hiu hng ha s 58686 do Cc S hu tr tu Vit Nam cp ngy
23/11/2004.
Ngoi ra, NAACO cng tin hnh ng k bo h nhn hiu hng ha cho cc
sn phm chnh ca Cng ty nh: Natalite, Resita, Betalite.

iu ny c ngha rt quan trng trong hot ng xy dng thng hiu
NAACO, nhm bo v trit khi s xm phm, hay cnh tranh tri php trn th
trng.
2.4.3
Quyt nh lin quan n c tnh sn phm
Cng ty c 3 sn phm chnh v tm lp l Natalite, Betalite v Resita. Song

Betalite v Natalite c c tnh ging nhau nn ti phn tch c tnh 2 nhm sn phm
tm lp ly sng v tm lp khng n mn.

2.4.3.1
a)
Nhm sn phm tm lp ly sng
Quyt nh cht lng sn phm
Tm lp ly sng c ch to t hai thnh phn chnh l nha polyester cha bo ho

v si thu tinh E-glass (si chuyn dng cho sn phm tm lp ly sng). Ngoi ra
cn cc ph gia v cht xc tc nh cht n nh, cht chng bt, mu. Di y l
by mu ch yu dng cho to mu tm lp (vi dy tm lp l 1.5mm):
Hnh 2.9 Bng mu sn phm tm lp ly sng

Mu sc nh hng rt ln n cht lng sn phm tm lp v vi mi mu nh
vy th chng c truyn sng v truyn nhit khc nhau. Tu thuc vo yu cu
ca khch hng t cng ty s tnh ton lng mu v b dy ph hp to ra tm
lp c mu sc, dy ng yu cu v t cht lng.
Khng nhng tm lp c cht chng tia cc tm (UV) gip sn phm bn hn khi
chu s tc ng trc tip ca nh nng mt tri m tm lp cn c mng film BOPET
bo v hai mt ca sn phm. Do quy trnh sn xut tm lp Natalite hon ton trn
dy truyn t ng nn dy ca sn phm u, p v m bo cht lng. Nguyn
vt liu to ra sn phm ca cng ty ch yu c nhp khu t Hn Quc, Thi
Lan v Trung Quc. Sau y l tiu chun ca tm lp ly sng ca cng ty NAACO

Bng 2.5 TIU CHUN TM LP LY SNG CNG TY NAACO
S
T
T
1
2
3
4
5
10
11
Tn ch tiu
Mc cht lng theo b dy sn

phm (mm)
0,8
1,0
1,2
1,5
2,0
2,5
Phng php
th
Si thu tinh
ASTM E
1252-98
nh danh si
Hm lng
si
thu tinh, % khng 30,3 35,7 30,8 33,3 35,8
nh hn
bn ko, Mpa,
100 110 100 105 110
khng nh hn
dn t, %
2,0
2,0
1,8
2,5
3,4
khng nh hn
Lc khng x do b
loong ln nht, KN, 350 380 380 400 400
khng nh hn
Lc khng x do b
loong nh nht, 150 150 200 200 250
KN, khng nh hn
vng di ti
trng 190 N, 5 pht, 14
12
10
8
8
mm, khng ln hn
bn mu i vi
nh sng ban ngy,
5
cp, khng nh hn
bn ca dng
sng, tnh bng s
thay i kch thc
2
bc sng, %,
khng ln hn
bn i vi ti
Khng b nt, v hoc rch
trng ri
truyn sng, %,
50
khng nh hn
40,2
125
3,0
Jis K7052: 87
ISO 527-4:
1997
ISO 527-4:
1997
420
250
BS 4154 :
Part 1 : 1985
6
TCVN 58191994
TCVN 58191994
TCVN 58191994
TCVN 58191994
Vi bng tiu chun v cht lng nh trn th cng ty s d dng kim tra cht
lng sn phm t hay khng t c nhng sa cha kp thi khi sn phm n
tay khch hng lun t tiu chun v ng quy cch.

b)
c tnh sn phm:
S dng tm lp ly sng ly sng cho cng trnh ngy cng tr nn ph bin v

li ch m tm lp ny mang li. Vi din tch tm ly sng t 5% n 10% trn din
tch mi, chng ta c th tit kim c t 20.000 kw n 25.000 kw in mt nm.
Hay s dng 100% din tch mi ly sng lm nh phi m khng phi tn nhiu
cng di chuyn v bo qun sn phm. Tm lp ly sng lm t vt liu hn hp
nha v si thu tinh (F.R.P Fiberglass Reinforced Polymer) p ng cc yu cu v
thit k nn c s dng rng ri trong ngnh xy dng dn dng v cng nghip.
Tm lp ly sng c sn xut trn dy chuyn t ng nhm tho mn nhu cu ca
khch hng v sn phm cht lng v gi ph hp.
Tm lp ly sng cho 85% nh sng t nhin i vo cng trnh nn gip gim chi
ph s dng in. Natalite c cha hp cht chng tia cc tm (0.2% UV) do gim
ti a s phai mu, ng vng v lm tng tui th ca tm lp. B mt tm lp nhn
lng to iu kin cho tm lp t gi sch lu hn nn lm tng thi gian ly sng. B
mt sn phm rn chc ngn cn vic thm nc v thm thu. Tm lp chu c s
un cong, cng ko v cc c tnh c l ph hp vi tiu chun thit k. Natalite do
dai v bn b lm gim chi ph bo tr cho cng trnh. Natalite khng dn in nn vic
thi cng an ton hn. Chiu di tm lp Natalite c ct theo yu cu v c th ln
n 15 mt (Tu thuc vo iu kin thi cng vn chuyn). Cn Betalite l sn phm
quy cch c chiu di c nh 2m; 2.4m; 4m; 6m. NAACO c th sn xut tm lp ly
sng theo quy cch ring ph hp vi yu cu ca tng khch hng.
Li ch khi s dng sn phm ca cng ty NAACO: Tm lp ly sng c tn sc
cao, do nh sng c phn b u bn trong cng trnh gip cho thy c s
quan tm n sc kho ngi lao ng; Tit kim 20.000 kw 25.000 kw in mi
nm cho din tch 1.000 m2 mang li vic s dng nng lng hiu qu gip ch cho
cc doanh nghip gim p lc, nht l cc cng trnh nh xng cn n chiu sng
nhiu; Nh c hp cht UV chng tia cc tm, khi lng nh d dng thi cng v s
dng cho ngi s dng c mi trng lm vic an ton; Hot ng trong nhit t
-100C n 900C, bn ko khng nh hn 100 Mpa lm cho sn phm d dng a
vo cc thit k; C kh nng khng mi trng khc nghit, chng c hi ho cht

c ng dng trong nhiu lnh vc; Giao hng theo tin , tit kim tng cm sn
phm gip cho ngi mua gia tng li nhun.
c)
Mu m, kiu dng sn phm
Tm lp ly sng c s dng ly sng cho cng trnh trong xy dng cng

nghip v dn dng. Natalite c hn 150 kiu sng khc nhau dng lp mi hay
vch cho cc cng trnh nh: Nh phi gm s, gch, cafe, tr, nng sn; Nh trng
rau sch, trng hoa; Nh xng sn xut; Kho hng, cng trnh cng cng Bn cnh
, Tm lp cn c dng phng, khng mi sng thch hp ly sng trong cc cng
trnh dn dng hay trang tr: Lp mi ging tri, hin nh; Mi che sn thng, bi xe,
cng vin; Trang tr sn vn, khu gii tr, h bi.
Tm lp NAACO c sn xut ph hp vi cc yu cu thit k v k thut ca
tng cng trnh. Hin nay cng ty c hn 150 kiu sng khc nhau. Trong trng
hp kiu sng hon ton mi, th khch hng ch cn gi cho cng ty bng v thit k
t cng ty sn xut ra tm lp ph hp. Chiu di tm lp c ct theo yu cu,
iu ny gip tit kim rt nhiu chi ph. dy ca tm lp t 0.8 mm n 5.0 mm,
khch hng d dng chn la dy ph hp vi nhu cu v thi gian s dng tm
lp. Di y l bng v 10 kiu chnh ca tm lp ly sng t 10 kiu ny tu theo
dy, mc sng khch hng yu cu m sn xut:
Hnh 2.10. Bng v 10 kiu chnh ca sn phm tm lp ly sng

2.4.3.2
a)
Nhm sn phm khng n mn
Quyt nh cht lng sn phm
Tm lp khng n mn c ch to t si thy tinh kt hp vi loi nha c bit

c kh nng chu c mi trng mui mn, n mn bi hi ha cht. Tm lp c th
thay th tm lp kim loi trong cc mi trng khc nghit ny. B mt tip xc trc
tip vi nh mt tri c kh nng khng chu tia cc tm (UV). Di y l by mu
ch yu dng cho to mu tm lp (vi dy tm lp l 1.5mm)
M S
NU SM
XM
XANH DNG
XANH THP
MR01
GR01
BR01
SR01
Hnh 2.11 Bng mu sn phm tm lp khng n mn

Mu sc nh hng rt ln n cht lng sn phm tm lp v vi mi mu nh
vy th chng c khng chu n mn khc nhau. Tu thuc vo yu cu ca khch
hng t cng ty s tnh ton lng mu v b dy ph hp to ra tm lp c mu
sc, dy ng yu cu v t cht lng.
Khng nhng tm lp c cht chng tia cc tm (UV) gip sn phm bn hn khi
chu s tc ng trc tip ca nh nng mt tri m tm lp cn c mng film BOPET
bo v hai mt ca sn phm. Do quy trnh sn xut tm lp Resita hon ton trn dy
truyn t ng nn dy ca sn phm u, p v m bo cht lng. Nguyn vt
liu to ra sn phm ca cng ty ch yu c nhp khu t Hn Quc, Thi Lan v
Trung Quc. Sau y l tiu chun ca tm lp khng n mn ca cng ty NAACO
Bng 2.6 TIU CHUN TM LP KHNG N MN CNG TY NAACO
S
T
T
1
2
3
4
5
6
7
8
Mc cht lng theo

Tn ch tiu
nh danh si
Hm lng si thu tinh, %
khng nh hn
bn ko, Mpa, khng nh
hn
dn t, % khng nh hn
Lc khng x do b loong ln
nht, KN, khng nh hn
Lc khng x do b loong nh
nht, KN, khng nh hn
vng di ti trng 190 N,
5 pht, mm, khng ln hn
bn mu i vi nh sng
ban ngy, cp, khng nh hn
bn ca dng sng, tnh
b dy sn phm (mm)
1,5
2,0
2,5
Si thu tinh
Phng php th
ASTM E 1252-98
33,3
35,8
40,2
Jis K7052: 87
105
110
125
ISO 527-4: 1997
2,5
3,4
3,0
ISO 527-4: 1997
400
400
420
200
250
250
BS 4154 : Part 1 :
1985
TCVN 5819-1994
bng s thay i kch thc
TCVN 5819-1994
10
bc sng, %, khng ln hn
bn i vi ti trng ri
Khng b nt, v hoc
TCVN 5819-1994
11
12
gim khi lng khi ngm
rch
24h, % khng ln hn
mu trong dung dch axit HCl
48h, % khng ln hn
10%
96h, khng thay i

24h, % khng ln hn
gim khi lng khi ngm

mu trong nc mui
48h, % khng ln hn
TCVN 5819-1994
TCVN 5819-1994
96h, khng thay i
Vi bng tiu chun v cht lng nh trn th cng ty s d dng kim tra cht lng
sn phm t hay khng t c nhng sa cha kp thi khi sn phm n tay
khch hng lun t tiu chun v ng quy cch.
b)
c tnh sn phm:
S dng tm lp RESITA khng n mn cho cc cng trnh nhng ni c iu

kin thin nhin khc nghit ngy cng tr nn ph bin v li ch m tm lp ny
mang li. Tm lp Resita c ch to t loi nha c bit kt hp vi si thy tinh
cht lng cao nn c kh nng chng n mn t hi ha cht hay mi trng nhim
mn. Bn cnh , tm lp Resita chu lc tt v c trng lng nh. Vi tm lp
Resita gi tr cng trnh c nng cao..Tm lp c sn xut trn dy chuyn t
ng nhm tho mn nhu cu ca khch hng v sn phm cht lng v gi ph hp.
B mt tm lp nhn lng to iu kin cho tm lp t gi sch lu hn nn lm
tng thi gian ly sng. B mt sn phm rn chc ngn cn vic thm nc v thm
thu. Tm lp chu c s un cong, cng ko v cc c tnh c l ph hp vi tiu
chun thit k. ng thi Resita khng dn in nn vic thi cng an ton hn. Chiu
di tm lp Resita c ct theo yu cu v c th ln n 15 mt (Tu thuc vo iu
kin thi cng vn chuyn).
Li ch khi s dng sn phm ca cng ty NAACO: Resita c lp bo v chng n
mn c mt trong v ngoi ca tm lp; c kh nng chu ng tt trong mi trng
axit v kim. Resita c cha hp cht chng tia cc tm (0.2% UV) do gim ti a
s phai mu v lm tng tui th ca tm lp. Resita chu c s un cong, cng ko
v cc c tnh c l ph hp vi tiu chun thit k. Resita c trng lng nh nn d
dng di chuyn v lp t. S truyn dn m thanh thp nn gim ting n khi tri

ma; Giao hng theo tin , tit kim tng cm sn phm gip cho ngi mua gia tng
li nhun.
c)
Mu m, kiu dng sn phm
Tm lp khng n mn c s dng cho cng trnh trong xy dng cng nghip

v dn dng. Resita c hn 150 kiu sng khc nhau dng lp mi hay vch cho
cc cng trnh nh: Nh my xi m, luyn kim, sn xut ha cht. Nh my thuc da,
ch bin tht gia cm. Nh my sn xut phn bn, thuc tr su. Nh my ch bin
m cao su. Cng trnh v nh dn dng vng ven bin...
Tm lp NAACO c sn xut ph hp vi cc yu cu thit k v k thut ca
tng cng trnh. Hin nay cng ty c hn 150 kiu sng khc nhau. Trong trng
hp kiu sng hon ton mi, th khch hng ch cn gi cho cng ty bng v thit k
t cng ty sn xut ra tm lp ph hp. Chiu di tm lp c ct theo yu cu,
iu ny gip tit kim rt nhiu chi ph. dy ca tm lp t 0.8 mm n 5.0 mm,
khch hng d dng chn la dy ph hp vi nhu cu v thi gian s dng tm
lp. Di y l bng v 10 kiu chnh ca tm lp ly sng t 10 kiu ny tu theo
dy, mc sng khch hng yu cu m sn xut:
2.4.4
Thit k bao b sn phm
Vic s dng bao b cho sn phm l rt quan trng qua cu ni: ca Trng Ngha
trn web vietnamnet.vn Bao b sn phm hn ai ht chnh l ngi bn hng thm
lng nhng hiu qu. Song sn phm tm lp c th tch ln, c vn chuyn trc
tip t nh my sn xut n cc cng trnh nn vic ng gi cng khng cn thit.
i vi cc sn phm phi vn chuyn vi khong cch xa th cng ty la chn
thng g hoc cc loi bao b tng t nh vy nhng c chn lt bao gi sn phm
nhm trnh try xc, va p. V trn cc thng g hoc bao b tng t c dn
thng hiu ca cng ty nhm tng mc nhn bit thng hiu cho cng ty.
2.4.5
Dch v h tr sn phm
2.4.5.1
Dch v h tr hng dn
khch hng yn tm v s dng tm lp ca cng ty v cng to iu kin

cng ty c th chm sc khch hng, khng nh c cht lng sn phm ca mnh.
Nn cng ty khng ngng ci tin nhng phng php h tr hng dn n khch

hng khch hng c th d dng trong qu trnh t lp t (khch hng khng c
nhu cu cng ty trn gi lp t) v c th gi nguyn cht lng ca sn phm, t
c hiu qu cao nht khi a vo s dng. Sau y l hng dn cch thc lp t
sn phm tm lp ca cng ty:
Dc Mi:
dc mi yu cu phi t 10% n 15% tu thuc vo cao sng v cch

thc lp.
V tr t tm lp ly sng: Kiu sng ca tm lp ly sng phi ph hp
vi kiu sng mi chnh. Khong cch x g phi ph hp vi iu kin s dng. Tm
lp lun c t pha trn tm lp kim loi c hai bn sng. Lp t b mt bo v
thi tit ln trn tm lp s dng lu v ng thi gian bo hnh.
Th t lp:
Do gii hn trong vic vn chuyn v thi cng, c th s dng nhiu tm ngn

hn ghp li c chiu di nh mong mun. Lp tng hng theo th t t ra
mi cho n sng mi. (Nh hnh trn)
V tr vt trn tm lp: Vt dng c nh tm lp v x g phi c vng m cao su
m bo khng r r nc. Tt c cc l vt phi c khoan sn ln hn tm lp c
th co gin. Khng nn sit qu cht vt ti cc g li (nh sng), khi nhn thy mt
bin dng nh th dng li.
Lp mi:
y l hnh minh ho cho kiu sng c bc sng ln hn 130 mm. Lin kt

inh vt ti cc g li (nh sng).
y l hnh minh ho kiu sng c bc sng nh hn 130 mm. Lin kt vt

xen k mt nh sng, b mt nh sng.
Lp vch:
Cch thc lp ng, sai:
2.4.5.2
Vn chuyn sn phm
Sn phm tm lp l loi sn phm cng knh, kh vn chuyn nn NAACO cng

u t kh k, c th:
Bng 2.7 LOI HNH VN CHUYN SN PHM TM LP
Loi
a
Ca hng
Khch hng cng trnh
im

_ Di 100 triu ng: Khch hng chu chi ph vn
_ Bao vn
chuyn n Ca
hng trong khu
chuyn
_ T 100 triu ng n di 200 triu ng:
+ Trong vng 40 km:
Chiu di di 6 m: Cng ty s chu chi ph vn
TP.HCM vc ni .
_ Bao vn
&
H Ni
chuyn
Chiu di trn 6 m: Cng ty v khch hng mi
chuyn n ni
bn chu chi ph vn chuyn
Chnh xe, ni
gi hng (trong
khu vc ni )
cng ty chu tin vn chuyn ti chnh xe trong ni

_ T 200 triu ng tr ln: Cng ty s chu hon ton
v tnh.
_ Ca hng chu
chi ph vn
chuyn v cc
Nng
+ Trn 40 km: Khch hng chu chi ph vn chuyn,
tnh, n cng
trnh m h
cung cp hng.
chi ph vn chuyn
_ Di 100 triu ng: Khch hng chu chi ph vn
chuyn t Nh my Long An n cng trnh
_ T 100 triu n di 200 triu ng: Cng ty v
khch hng mi bn chu chi ph vn chuyn t Nh
my Long An n cng trnh
_ T 200 triu tr ln: Cng ty chu chi ph vn
chuyn t Nh my Long An n cng trnh
2.4.5.3
Dch v bo hnh sn phm
Ty thuc vo tng sn phm c th m NAACO c ch bo hnh khc nhau.

Tm lp c bo hnh ln n 15 nm tu thuc vo dy v nh mc nguyn
liu s dng cho tng n hng c th. Do iu kin s dng v vn chuyn nn sn
phm c th lm ti a 15 mt. Khch hng sau khi mua sn phm s c cung cp
Phiu Bo Hnh cho tng n hng c th.
i vi Natalite l sn phm chuyn dng cho cc cng trnh nn c thi gian
bo hnh tng i di.
Bng 2.8 THI GIAN BO HNH SN PHM NATALITE
dy
Thi gian
Chiu di ti a

(mm)
1.0
1.2
1.5
2.0
2.5
3.0
bo hnh
3 nm
5 nm
7 nm
10 nm
12 nm
15 nm
(m)
10
10
15
15
15
15
i vi tm lp Resita do l tm lp khng n mn nn c ch bo hnh

ring bit nh sau:
Bng 2.9 THI GIAN BO HNH SN PHM RESITA
dy (mm)
1.0
1.2
1.5
2.0
2.5
3.0
Thi gian bo hnh

t nht 3 nm ty theo
mi trng s dng
Chiu di ti a (m)
15
15
15
15
15
15
i vi tm lp BETALITE, ch bo hnh 3 nm cho tt c cc sn phm.

Ch bo hnh l mt trong nhng li th ca NAACO so vi cc nh sn xut
tm lp khc, t l khch hng nh gi ch bo hnh ca NAACO t mc rt
tt chim 8%, mc kh tt chim 44%, mc tt chim 40% v mc tm c
chim 8%.

Hnh 2.12 Biu th hin mc p ng v ch bo hnh ca NAACO
( theo kt qu cuc nghin cu th trng ca cng ty nm 2010)
2.4.6
Chin lc pht trin sn phm mi v chu k i sng ca sn
phm trong giai on 2008-2010:

Phng chm hot ng ca cng ty l t cht lng sn phm ln hng u v
lun u t vo cng ngh mi, cng nh hot ng nghin cu v pht trin sn
phm (R&D) gi vng n nh cht lng, cho ra th trng nhng dng sn phm
mi c thm nhiu tnh nng vt tri p ng nhng yu cu k thut ngy cng
cao ca cc cng trnh.
Ti bi phng vn b Nguyn Th Thu Vn, Gim c iu hnh Cng ty
TNHH Nha Vit Nam (NAACO) c vit Gia nh ti ngy trc kinh doanh
bng cch phn phi cc sn phm phc v cho ngnh xy dng nh tn, tm lp...
Ti i hc cng chn ngnh k ton vi suy ngh sau khi tt nghip s c vic lm n
nh. Quan st vic bun bn ca gia nh, khng hi lng mt s im v sn phm,
ti t hi sao mnh khng t chc sn xut nhng sn phm u vit hn th kinh
doanh? T cu hi , ti a tr tng tng ca mnh i xa hn. ngh bm vo u
ri thc mnh i theo n lc no chng bit. Th nhng, kinh doanh khng ging nh
lm khoa hc, l kin to con ng hay quy trnh ri mi i n pht minh. T khi
pht ngh kinh doanh n thc hin l c mt qu trnh v khi thc hin qu trnh
s phi i mt vi hng ng kh khn. V mun bin c m thnh hin thc th
phi bit mnh ang c trong tay ci g. Vt liu composite c mt tnh nng u vit l
c th ch to t vt liu ny thnh cc kt cu sn phm theo nhng yu cu k thut
khc nhau.
Thnh phn ct li ca composite c cng, bn c hc cao, vt liu nn lun
m bo cho cc thnh phn lin kt hi ha, to nn cc kt cu c kh nng chu
nhit v chu s n mn ca vt liu trong iu kin khc nghit ca mi trng.
Ngy nay, vt liu composite c mt trong nhiu ng dng, t nhng cng trnh
xy dng kin c nh cu, ng, nh cao tng, nhng phng tin di chuyn nh phi
c, tu thy, t n nhng vt gia dng bnh thng, nhng chic du thuyn hin
i...

Nhu cu s dng cc sn phm composite l rt ln. Tim nng ca lnh vc ti
kinh doanh cho ti s t tin. Nh vy, vn ca ti l nghin cu th hiu th trng
a ra sn phm ph hp, cho khch hng thy c tnh hiu qu khi dng sn
phm composite thay cho vt liu truyn thng.
Nm 2007 nh du bc ngot quan trng i vi s pht trin ca NAACO
khi quyt nh u t dy chuyn sn xut tm lp t ng u tin ti Vit Nam. ng
dng tnh u vit ca vt liu composite f.r.p v kt hp vi cng ngh sn xut mi,
NAACO cho ra i hng lot sn phm mi p ng nhu cu th trng. Bn
cnh , NAACO bt u k hoch xy dng thng hiu NAACO mt cch bi
bn v di hn. V t y 2 sn phm Resita, Natalite cng c mt c hi mi pht
trin bn vng hn.
Nm 2008 NAACO mong mun m rng th trng, thm khch hng mc tiu l
cc cng trnh cng cng, dn dng nn cho ra i sn phm Betalite c cc di
quy cch t 2-6m.
Nm 2009 cng ty vn tip tc u t nghin cu sn phm mi song song vn
thng xuyn kim tra tiu chun k thut ca sn phm hin hnh nhm lun to nim
tin trong lng khch hng.
Kt lun: Sn phm tm lp ang trong thi k pht trin ca chu k sng. Sn
phm tm lp vo giai on ny th sn lng tng mnh do th trng bt u chp
nhn, tuy nhin lc ny vic cnh tranh trn th trng cng bt u tng ln. iu
hin nhin l chi ph sn xut v gi thnh lc ny gim ng k, v vy cng ty gia
tng li nhun v chnh lc ny cng ty nn xem xt li gi bn sn phm c mc
iu chnh hp l.
Nm 2011: Vi li th l cng ty c dy chuyn sn xut t ng nn vo u
thng 4 nm nay cng ty tung ra th trng sn phm tm lp ELITA lm c s
tn cng i th chnh l nc Thi Lan cng ang sn xut mt hng ny ti Vit
Nam. Elita l sn phm kt hp gia c tnh ly sng ng thi c kh nng chng
chu s n mn t ha cht
Vic t chc bui Hi Tho NG DNG VT LIU COMPOSITE F.R.P CHO
CNG TRNH DN DNG V CNG NGHIP vo ngy 16/04/2011 ti khch

sn Kim Royal City gii thiu ton b sn phm chnh ca cng ty ng thi ra
mt sn phm tm lp ELITA vi nhiu tnh nng hu dng nm chng t cng ty
bit nm bt thi c, xu hng th trng nhm khng nh li thng hiu ca cng
ty ng thi m rng th trng cho sn phm tm lp
Ngoi ra vic tung ra sn phm mi ny gip cho t nc trnh vic c quyn
sn phm t nc khc gia nhp vo ( bnh n gi th trng) gip cho khch hng
phn no chi ph khi t nc ta ang trong thi gian gi c tng t bin.
2.5
Nhng yu t mi trng tc ng n chin lc sn phm:

Mi trng ni vi:
2.5.1
2.5.1.1
Ni b doanh nghip:
Cng nh cc doanh nghip Vit Nam khc, NAACO xc nh c tm nhn,

s mng ca cng ty NAACO nhng vic truyn thng tm nhn, s mng v gi tr
ny ca thng hiu li ch yu ra bn ngoi, thng qua website, H s nng lc,
brochure,. NAACO cha tp trung cho i tng chnh ca thng ip ny l ton
th cn b cng nhn vin, t cp qun l cao nht n nhng ngi cng nhn.
cc tp on nc ngoi ln, nhng nhn vin mi vo lm vic u c tham
gia kha hun luyn u vo nhn vin s hiu r c tm nhn, s mng v gi tr
ny ca t chc, tip cn v thch nghi nhanh hn vi mi trng lm vic mi.
Nhng kho hun luyn ni b nh k hng nm, thng xuyn c t chc cng l
mt trong nhng phng cch gn kt nhn vin, tng kh nng phi hp, tng hiu
qu lm vic. Tt c iu lm cho mc tiu cng vic ca tng c nhn trong t
chc u hng n thc hin tm nhn, s mng, gi tr ca thng hiu v t chc.
Nhng hot ng ny NAACO cha lm thng xuyn v cha c k hoch c th
cho cng tc xy dng lng tin ni b.
2.5.1.2
S pht trin ca khoa hc k thut v cng ngh v yu t ng
dng khoa hc k thut trong sn phm:

NAACO c c v th nh ngy hm nay, phn ln l do cng ty lun l mt
trong nhng n v dn u trong cng ngh dy chuyn sn xut t ng, sng to ra
nhng sn phm ngh thut ch thc km theo nhng tnh nng vt tri t cng
ngh nhm em li gi tr sng tt nht cho ngi tiu dng. Tuy nhin tip tc gi

v th , cng ty cn u t tip tc cho b phn sng to v k thut ca mnh. Tuy
c th tn km v kinh ph, nhng u t y l hon ton cn thit duy tr v pht
trin cng ty.
Ngoi ra NAACO dnh ra mt khon kinh ph cho vic thnh lp Qu khuyn hc
NAACO, dnh cho sinh vin ca Trng i hc Bch Khoa TP.HCM, vi mong
mun s gp phn xy dng i ng nhn lc cho NAACO ni ring v cho c ngnh
vt liu composite ca Vit Nam ni chung.
chiu ngc li, Trng i hc Bch Khoa TP.HCM s h tr NAACO trong
cng tc o to k s v cng nhn sn xut nng cao tay ngh, thc hin cc cng
on ng theo quy trnh sn xut sn phm c chun ha.
2.5.2
Mi trng ngoi vi:

2.5.2.1
Mi trng t nhin
Hin nay, vic xy dng cc loi vt liu nng ang nh hng trc tip ti mch
nc ngm ti cc th ln. Trong quy hoch th cn tnh ton u tin s dng cc
loi vt liu nh, bo v mi trng. Thc t, thi gian qua, cc sn phm vt liu xy
dng tit kim nng lng v thn thin vi mi trng bt u thu ht s quan tm
ca th trng. Li th ca cc loi vt liu ny l gip gim chi ph tiu hao trong qu
trnh s dng. Mt khc, nhiu loi vt liu nh (cch nhit, cch m) cng c th
trng rt ch do m bo cc tiu ch v mi trng. Trong , a bn TP. H Ch
Minh v cc tnh pha Nam pht trin mnh nh ph hp iu kin kh hu nng nng
quanh nm.
V mc nhim mi trng ngy cng trm trng do cht thi cng nghip, k c
kh thi v nha kh phn hyNgy nay i vi sn phm d tt hay r nhng l
sn phm lm nhim mi trng s b khch hng ty chay.
nh vo xu hng thn thin vi mi trng, NAACO pht trin dng tm lp
xanh, tp trung pht trin cng ngh sn xut nhm gim thiu tc hi n mi trng
ng thi cng u t vo vic x l cht thi sau khi sn xut nhm to dng lng tin
cho khch hng cng nh x hi.
2.5.2.2
Khng hong kinh t
Lm pht leo thang, t gi bin ng dn n gi vt liu xy dng cng tng cao

y l vn au u khng ch ring ngnh vt liu xy dng tm lp m l ca
tt c cc ngnh khc, s bt n v kinh t, tm l hoang mang l mt trong nhng yu
t tc ng n thi v hnh ng mua hng ca khch hng. Gi nguyn liu u
vo tng lin tc v t gi bin ng bt thng ang to sc p rt ln ln gi thnh
sn phm ca NAACO. Bn cnh , gi nhin liu tng lm cc ph vn chuyn
tng cng to p lc nng n v chi ph cho cc DN.
Tuy kinh t ang khng hong song NAACO vn gi vng chin lc marketing
mnh nh ra, NAACO dng cht lng sn phm to lng tin cho ngi tiu
dng ng thi a ra dch v sau bn hng a dng nhm m rng h thng phn
phi, gip sn phm tm lp c mt nhiu ni, gim thiu chi ph cho vn chuyn.
2.5.2.3
Ngun cung ng
Sn phm tm lp composite gm 2 nguyn liu chnh l nha v si thy tinh.

Ngun cung ng nguyn vt liu cho NAACO ch yu l ngun nguyn liu ngoi
nhp: Nha nhp t Singapore, Malaysia v si nhp t Trung Quc. Cc i tc ny
lm n lu di vi NAACO hn 10 nm. Ngun hng t 3 nc ny c cht lng n
nh nn NAACO c th yn tm v sn phm sau cng ca cng ty.
Song do tnh hnh kinh t th gii c nhiu bin ng nn gi nguyn liu u vo
tng lin tc gy sc p rt ln cho NAACO. V cng ty xc nh nhp nguyn liu t
nc ngoi khng phi l k sch lu di nn NAACO tch cc tm kim ngun
nguyn liu trong nc nhng vn m bo c cht lng, tiu chun k thut
nguyn liu u vo nhm to ra sn phm cui cng hon ho nht_ theo ng tiu
ch kinh doanh ca cng ty l NAACO lm ra sn phm nhng bn s hi lng.
2.5.2.4
i th cnh tranh
DN sn xut cc sn phm t vt liu composite ng dng trong ngnh vt liu xy

dng Vit Nam th nhiu, nhng hu ht u mang tnh th cng. Ngay trong ngnh
sn xut tm lp composite F.R.P, cc n v cng sn xut theo cng ngh p tay,
ch mt hai n v c dy chuyn sn xut t ng nhng li cha ra c sn phm
trn th trng. Trn th trng tm lp, a s cc doanh nghip cnh bng chin lc
gi, c th:

Bng 2.10 BNG GI CC SN PHM TM LP
TRN TH TRNG NM 2010
(VT: ng/m)
Loi sn phm
Sn phm th trng
Sn phm Cng trnh
I. Tm lp composite f.r.p trn th trng
Ampelite
220,000
NAACO
60,500
165,000
Rng ng
50,000
119,000
Tanado
48,000
115,000
Minh Cng
48,000
112,000
Thnh Cng
46,000
110,000
Vit Trung
40,000
Tun Thnh
40,000
Minh Pht
39,000
Tn Vnh Pht
35,000
Chn Hng
35,000
Tn Kim Long
31,000
II. Tm lp Poly Carbonate
95,000
390,000
(Ngun: Bo co th trng ca NAACO thng 8/2010)
u tin ta cp n cng ty cnh tranh trc tip vi NAACO trong phn khc cao
cp: Ampelite c mt s dng sn phm cao cp, c nhng tnh nng c bit, ph hp
vi mt s cng trnh nh xng yu cu c tnh k thut cao m hin nay NAACO
cha sn xut c. Mc gi ca Ampelite cao hn khong 30-40% so vi gi ca
NAACO i vi cng mt chng loi sn phm. Tuy nhin, do nhp khu t Thi lan
v Vit Nam nn Ampelite b hn ch v chiu di sn phm, thi gian giao hng v
linh hot trong p ng s lng khc nhau ca cc n hng
Tip n phn khc trung bnh: Nhn chung th trng ny th cuc cnh tranh c v
si ni hn th trng c gi cao v tp trung gn 20 n v sn xut tm lp composite
f.r.p, ch yu l sn xut theo cng ngh p tay, th cng, khng c dy chuyn sn
xut t ng nh NAACO. pha Nam c Tn Kim Long, Vit Trung, Chn Hng,
Minh Pht, Tun Thnh, Thnh Cng, Tn Vnh Pht, pha Bc c Tanado, Mai
Cng, Lng Duy, ng Thnh, Mt n v duy nht cng c dy chuyn sn
xut tm lp composite f.r.p t ng nh NAACO l Cng ty Nha Rng ng. Tuy
nhin, do sn xut cha tt dn n sn phm cha a ra nhiu trn th trng v h

thng phn phi cn km. Cc n v ny ch yu nh du thng hiu bng gi thp
v chit khu cao, cht lng sn phm km, khng c ch bo hnh nghim tc.
Gi ca cc n v ny thp hn gi cng mt loi sn phm ca NAACO khong
50%-70%.
Nhn thy mc cnh tranh ca cc cng ty trn th trng nn NAACO quyt nh
nh v thng hiu bng cc sn phm cao cp, cht lng tt tuy gi c cao hn cc
sn phm ca cng ty khc trn th trng.
2.5.2.5
Gii trung gian
Gii trung gian cung ng sn phm ca cng ty NAACO gm hai b phn chnh l
ca hng/ i l kinh doanh vt liu xy dng v b phn cng trnh: nh my thp
tin ch, nh thu, cng ty xy dng
Vi s lng hn 200 i l phn phi chnh ca NAACO lm vic rt hiu qu,
cng ty thng xuyn c nhn vin n tn ca hng kim tra, kho st v nhn thy
cc nh phn phi nhit tnh gii thiu sn phm tm lp NAACO, thc y tiu th
nhm gia tng th phn cho tm lp NAACO.
Bn cnh nhng nh phn phi sn phm c uy tn, hin nay xut hin thm nhng
nh phn phi v li nhun c nhn, tro nhng sn phm chnh hng ca cng ty
vi cc sn phm nhi, km cht lng, lm khch hng chu thit thi v mt lng tin
vo sn phm.
iu tc ng khng nh n hot ng sn xut kinh doanh ca cng ty. Nm
bt tnh hnh cung ng sn phm NAACO trn th trng qua cc nh phn phi nn
cng ty c nhng bin php c th thng xuyn kim tra cc i l c lu tr sn
phm tm lp ng theo quy cch, c m bo ng nhng dch v NAACO cung cp
cho khch hng trc tip hay khng, thng xuyn ly mu sn phm ti nh phn
phi kim tra cc tiu chun sn phm, sau km theo giy xc nhn nhm tng uy
tn ca cng ty ln nh phn phi.
Song song NAACO tng cng cng tc cho bn hng ti cc nh phn phi,
t chc cc bui hi tho gip nh phn phi hiu tht r v sn phm tm lp, to
mi quan h hp tc tt p vi cc i l trung thnh nh hng nm u p dng
chnh sch chit khu v thng doanh s chia s li nhun vi khch hng nhm

cng nhau xy dng mi quan h kinh doanh lu di, bn vng ng thi tng cng
m rng cc nh phn phi tim nng.
2.5.2.6
Khch hng:
Khch hng ngy cng c s i hi cao v sn phm v li ch m sn phm em

li so vi s tin m h b ra. H ngy cng c nhiu thng tin trong vic la chn v
so snh cc sn phm cng loi ca cc nhn hiu khc nhau, a ra quyt nh
mua cui cng c li nht cho h.
Sau lm pht kinh t, n khng hong th trng, ri n vic nh nc chun b
nh thu thu nhp lm cho ngi tiu dng ngy cng e d trong vic chi tiu, c
bit l cc hng ha c gi c cao nh NAACO, dn n tm l mt s khch hng
quay mt li vi hng chnh hng, chuyn sang s dng hng nhi, hng km cht
lng n t Trung Quc, mc d bit cht lng ca nhng sn phm t Trung Quc
l rt thp nhng b hp dn trc mc gi khng th r hn h khng th t chi.
Ngoi ra trn th trng hin c rt nhiu sn phm nhi, ch yu nhp v t Trung
Quc hoc lm gi nhi t chnh cc cng ty trong nc, sn phm c lm rt tinh
vi. Khch hng thiu kinh nghim s mua phi sn phm km cht lng. Gi thnh
ca chng thng thp hn so vi gi nim yt ca hng chnh hng.
Nm bt tm l khch hng thay i trong thi k bo gi cng nh yu t gi tc
ng mnh m n hnh vi tiu dng ca ngi Vit Nam nn NAACO xy dng
chin lc gi hp l, thc hin iu chnh gi nhng theo cch khng gy sc cho
khch hng. c th ca ngnh xy dng l cng trnh thng ko di, c khi n hn
mt nm, NAACO khng th tng gi ngay v lin tc. Chnh v vy, c thi im
NAACO phi gnh chi ph sn xut ln khi cha th tng gi thnh. Ch c chia s
li nhun vi khch hng trong lc th trng kh khn th mi c th duy tr mi quan
h lm n lu di.
Song song cng phi tm mi cch ti u ha hot ng sn xut, kinh
doanh, ct gim chi ph, hn ch cc khon u t khng lin quan n sn xut...a
dng ha sn phm qua vic ci tin gip tng cht lng sn phm km theo gim chi
ph c th gim gi thnh sn phm, ng thi nghin cu pht trin nhiu dng sn

phm mi p ng nhu cu cng cao ca khch hng mc tiu cng nh khch
hng tim nng.
Ngoi ra NAACO cng tng cng vic xy dng v pht trin thng hiu ca
cng ty gip khch hng nhn din c sn phm NAACO d dng cng nh duy tr
lng tin yu ca khch hng i vi NAACO.
Nhng tc ng qua li gia chin lc sn phm v cc thnh t khc
2.6
trong marketing mix

Vi phng chm NAACO lm ra sn phm nhng bn s hi lng, cng ty
khng ngng c gng pht trin sn phm n mc hon ho nht p ng nhu cu
ca khch hng, m cn thit k cc chin lc khc nh chiu th, phn phi, gi
em n cho khch hng nhng thun tin v li ch nhiu nht.
2.6.1
Chin lc gi
Chin lc gi l yu t quan trng to ra thu nhp trc tip, gi lun lun l

yu t u tin nh hng n vic mua hng ca khch hng bi v n l s tin m
h phi b ra i ly li ch t hng ha. Hiu c iu nn cc chnh sch gi
ca NAACO kh hp l v gp phn khng nh gip cho chin lc sn phm pht
huy ht c hiu qu ca n.
Cng ty cn a ra cc mc gi khc nhau dnh cho nhng khch hng cc phn
khc khc nhau.
Hnh 2.13 Biu th hin mc p ng v gi ca NAACO


2.6.2
Chin lc phn phi
Chin lc phn phi l mt trong nhng chin lc c tm quan trng i vi

cng ty, chin lc sn phm d c tt cho n u nhng khng n tay c ngi
tiu dng th cng nh l d trng se ct bin ng .
Gp phn vo vic tha mn nhu cu ca khch hng mc tiu, lm cho sn phm
sn sng c mt trn th trng, ng lc, ng ni i vo tiu dng, cng NAACO
tng cng mc bao ph th trng, cc c s kinh doanh vt liu xy dng nm
ri rc khp ni trn c nc, iu to s thun li cho khch hng trong vic
tip cn cc sn phm ca cng ty mt cch d dng nht.
NAACO lun quan tm n vic m rng v pht trin h thng phn phi trn
ton quc. Mi y nht, vo thng 4/2011, NAACO chnh thc khai trng Vn
phng i din ti Nng m rng knh phn phi ti Nng v cc tnh ln
cn.
NAACO thit lp c knh phn phi thng qua hn 200 cc i tc l cc nh
thp tin ch, hng tn thp, nh thu, cng ty xy dng cng trnh lp t nh
xng nh: Toda, PEB, Bluscope, Kirby, Siam, Nishin Metal, Metechno, Tp on
Thp Ha Pht, Tp on Tn Hoa sen, Nipovona, Thp Vit Php, Vit Metal,v.v..
trn ton quc.
Ngoi ra, ti cc khu vc th trng, NAACO xy dng c mng li trn
500 i l v ca hng kinh doanh vt liu xy dng trn khp c nc.

Hnh 2.14 Biu th hin mc p ng v thi gian giao hng ca NAACO
2.6.3
Chin lc chiu th
Do hot ng trong lnh vc B2B, i tng khch hng chnh ca NAACO l cc

nh thp tin ch, nh thu xy dng & lp t cng trnh, cc ca hng kinh doanh
vt liu xy dng, nh my cn tn, nn hot ng truyn thng trn cc phng
tin thng tin i chng nh bo, tp ch, truyn hnh, radio rt t khi c thc hin
song bn hng trc tip l mt yu t quan trng ng thi t chc cc s kin qung
b hnh nh thng hiu cng ty NAACO.
Tuy nhin, cc hot ng qung co trn cc bo, tp ch chuyn ngnh v xy
dng, vt liu xy dng v trang tr ni tht l knh cc ch u t, ngi s dng
bit v NAACO v tc ng n vic la chn khi h c nhu cu s dng.
NAACO ang tch cc y mnh chin lc chiu th ca cng ty nhm hon thin
hn chin lc marketing mix.
Mt s hot ng trong chin lc chiu th ni bt ca NAACO l:
-
NAACO xy dng c b ti liu bn hng (sales kit) rt hon chnh,

chuyn nghip, bng hai ngn ng Vit v Anh. C th ni trong ngnh tm lp
composite f.r.p ni ring v trong ngnh kinh doanh vt liu xy dng ni
chung, rt t cc doanh nghip dm u t cho b ti liu bn hng nh vy v
rt tn km.
Ngoi vic tip cn trc tip vi cc i tc l cc nh thp tin ch, cng ty

xy dng, NAACO cn thng xuyn t chc cc hot ng i cho hng ti
cc ca hng kinh doanh vt liu xy dng trn ton quc.
Hot ng qung co ti im bn c NAACO thc hin t ngoi vo

trong cc ca hng: t bng hiu bn ngoi cho n k mu, bng mu, tm lp
mu, m hnh, catalogue, brochure bn trong ca hng, to c hnh nh ng
nht, thu ht s ch v tc ng n quyt nh mua ca khch hng c nhu
cu. Song ch p dng ti 50/200 i l phn phi sn phm.
Trong nhng nm qua, NAACO tch cc tham gia cc hi ch trin lm nh:

hi ch Vietbuild ti H Ni, Nng, Tp.HCM - ni hi tc ng o nht

ca cc doanh nghip trong ngnh xy dng, vt liu xy dng, thp tin ch,
lp t cng trnh trong v ngoi nc - c t chc hng nm v hi ch
Hng Vit Nam Cht lng cao trong mi dp NAACO c nhn gii thng
ny. Cc gii thng dnh c ti cc hi ch trin lm, nht l ti hi ch
chuyn ngnh Vietbuild th hin c nhng thnh cng nht nh trong
vic qung b thng hiu NAACO ti cc k tham gia hi ch trin lm.
-
Hnh thc khuyn mi knh cho cc nh phn phi, i l v ca hng kinh

doanh vt liu xy dng nhm khuyn khch cc nh phn phi nhit tnh gii
thiu sn phm tm lp NAACO, thc y tiu th nhm gia tng th phn cho
tm lp NAACO
Hng nm, NAACO lun p dng chnh sch chit khu v thng doanh s
chia s li nhun vi khch hng nhm cng nhau xy dng mi quan h kinh
doanh lu di
NAACO
hin
ang
dng
website
www.naaco.com.vn,
www.betalite.com.vn l knh truyn thng chnh thc trn mng internet. Ngoi
ra, NAACO cng hin din trn gn 100 website trong v ngoi nc, bao gm
cc website chuyn v thng mi dnh cho B2B, cc website v ngnh
composite trong v ngoi nc, cc website thng mi in t, v.v..
CHNG 3
NH GI V CC GII PHP NHM GIP CNG TY
HON THIN V NNG CAO HIU QU
CA CHIN LC SN PHM.
3.1
Phn tch, nh gi chin lc sn phm dng tm lp ca cng ty
NAACO
Vic vn dng chin lc sn phm ca cng ty c nhiu u im so vi i th
cnh tranh nhng cng ty cn nhiu khuyt im cn phi c khc phc nh sau:
Bng 3.1 BNG NHN XT CHIN LC
DNG SN PHM TM LP NAACO NM 2008-2010
STT
1
3
4
Chin lc
u im
a dng v chng loi, cc
Kch thc tp hp
sn phm c cc loi sng,
sn phm
b dy a dng.
Cng ty to c uy tn
cho doanh nghip ni
Nhn hiu sn phm
chung v cho sn phm ni
ring, nh vo tn nhn
hiu d c, d nh.
Khuyt im
Ch p ng mt phn
cho th trng
Khng to c n
tng cho ngi mua
sn phm
Quyt nh lin quan Nguyn vt liu nhp t

Tn nhiu chi ph cho
n c tnh sn nc ngoi, sn phm lun
nguyn vt liu
phm
t tiu chun k thut
Mu m, kiu dng Kiu sng v mu sc a Cng knh kh vn
sn phm
dng gip sn phm c tnh chuyn
u vit, cng ty tung ra
th trng cc mu mu
nht nh theo tng vng
min v s thch ca khch
hang. Cng ty ang n lc
pht trin nhm to thm
nhiu kiu sng, mu sc
khc nhau. Cc chnh sch
u i c cng ty thc
hin gp phn lm gia tng
thm s lng khch hng
mua sn phm v c p
dng cho mi phn khc.
Cng ty pht bng bo gi
v mu km theo min ph
gip khch hnh thoi mi
v thn thin hn.
a dng v chnh sch u
Dch v h tr sn i, hng dn lp t tn
phm
tnh, bo hnh ln n 15
nm
Cho khch hng thm s
Pht trin sn phm la chn, trnh c vic
mi
phn phi c quyn ca
nc ngoi.
So vi i th cnh tranh
i th cnh tranh
th sn phm c nhiu tnh
nng vt tri
Sn phm ang trong giai
on pht trin. cng ty c
gng gim ti thiu lng
Chu k sng sn hng tn cc ca hng,
phm
pht trin cc khon chit
khu, hoa hng, gip sn
phm ko di thi gian
trong giai on ca chu k.
Th tc bo tr cha
nht qun, nhanh chng
Chi ph pht trin

sn phm mi l rt ln
Gi ca cng ty cao rt
nhiu so vi cc i th
Gi qu cao, phn phi

th cha rng ri, vn
cn nhiu ngi cha
bit n sn phm

3.2 C s xy dng gii php
3.2.1
D bo nhu cu th trng tm lp COMPOSITE F.R.P
Vi tnh nng u vit ca vt liu composite f.r.p nn ngy nay rt nhiu cng trnh
dn dng v cng nghip ang s dng cc sn phm sn xut t vt liu composite
f.r.p thay th cc sn phm lm t vt liu khc. Trong ngnh sn xut tm lp, mt
s cng trnh nh xng, nht l nh xng c mi trng ha cht, ang dn chuyn
sang dng tm lp composite f.r.p thay th cho tm lp km hin nay. V tm lp
km khng c kh nng khng n mn nn tui th mi lp gim lm nh hng n
tui th cng trnh v ti sn bn di. Bn cnh , do cht liu composite f.r.p nh
hn km nn vic u t cho kt cu khung cng trnh, mi lp s c t hn, gip
tit kim chi ph u t cho cng trnh.
Chi ph in nng s dng cho cc nh xng ang l gnh nng cho cc doanh
nghip, nht l khi gi in khng ngng tng v xu hng s cn tng mnh trong
thi gian ti. Chnh v vy, cc doanh nghip quan tm nhiu hn n vic s dng
tm lp ly sng composite f.r.p ly sng t nhin cho nh xng, gim bt vic
u t thit b chiu sng, gim thiu chi ph in nng tiu hao trong sut thi gian
hot ng ca nh xng. Din tch s dng tm lp ly sng tng t 5% trn tng
din tch tm lp ln 10% - 15% trn tng din tch tm lp. Nu trc y cc cng
trnh nh xng thng ch dng tm ly sng trn mi, by gi h s dng c bn
hng cng trnh.
Dng vn u t FDI vo Vit Nam c nhiu trin vng sng sa, gn vi s gia
tng lng tin v c hi kinh doanh mi ca cc d n FDI. ng v tr th 12 trong
xp hng chung Ch s nim tin FDI, Vit Nam c bo co ca A.T. Kearney xp
v tr th 93 v mc thng thong ca mi trng kinh doanh (Ease of Doing
Business Ranking). Trong s cc nc ng Nam lt vo Top 25 ca xp hng Ch
s nim tin FDI 2011, Vit Nam ng trn Indonesia (v tr 21), Malaysia (v tr 20),
v Singapore (v tr 24). Mi y, Tp on ti chnh u t Goldman Sachs (Hoa K)
xp Vit Nam nm trong nhm 11 nc (N-11) c tc tng trng nhanh nht
th gii trong nm 2011, m ra nhng c hi cho cc nh u t v l a ch u t
tt cho cc nh u t th gii trong cc nm tip theo ng Horst F.Geicke, Ch

tch HQT VinaCapital Group, ni: Nm 2011 v nhng nm tip theo Vit Nam vn
rt hp dn vi cc nh u t nc ngoi. Vic FDI vo Vit Nam trong nm 2009
gim khng phn nh thi ca nh u t nc ngoi vo th trng ny, v bn
thn cc tp on trn th gii cng gp rt nhiu kh khn trong cn bo ti chnh
va qua. Trong khi , Chnh ph Vit Nam rt u i, to nhiu iu kin cho cc nh
u t nc ngoi. y l yu t quan trng gip Vit Nam thu ht u t trong
nhng nm ti. Theo s liu ca Tng cc Thng k, gii ngn vn FDI t khong
900 triu USD trong thng 4, nng tng s vn FDI gii ngn trong 4 thng u nm
2011 ln 3,4 t USD, tng ti 36% so vi cng k nm 2009. Trung bnh, gii ngn
vn FDI t khong 850 triu USD/thng. y l mc kh cao v tng ng gii
ngn vn FDI giai on trc suy thoi kinh t. V trin vng, c nhiu c s thc t
th gii v trong nc tin rng thu ht FDI nm 2011 s cao hn mc tng 10% so
vi nm 2009 m B K hoch v u t t ra.
Vic gia tng dng vn u t FDI vo Vit Nam tng ng vi tc xy dng
thm cc nh xng mi ca cc nh u t nc ngoi ti Vit Nam, gp phn thc
y nhu cu s dng cc sn phm tm lp cho cc nh xng, trong c tm lp ly
sng v tm lp khng n mn.
3.2.2
Phn tch ma trn SWOT ca cng ty NAACO
Bng 3.2 PHN TCH SWOT CA CNG TY NAACO

STRENGTHS
S1: Cng ngh sn xut ngn. Vn u
t khng ln, thu hi vn nhanh.
S2: C kh nng thm nhp th trng
tng i tt.
S3: Tip cn st vi th trng trong
nc
S4: C v th trong lng khch hng
S5: Chi ph nhn cng r
S6: Mu m a dng
S7: Mng li phn phi rng khp c
nc
S8: p dng dy chuyn sn xut t
OPPORTUNITIES
O1: Chnh sch ca Chnh Ph tp
trung u t ngnh cng nghip vt liu
xy dng.
O2: Chnh tr trong nc n nh, d
ku gi u t nc ngoi.
O3: Nhu cu sn phm nha ngy cng
tng.
O4: Trnh gio dc Vit Nam ngy
cng c tng cao
O5: Nhiu th trng tiu th hn khi
nc ta gia nhp WTO

ng u tin
S9: S hu cng ngh sn xut c
quyn tm lp ly sng
S10: Thng hiu c nhiu ngi
bit n.
O6: Khu cng nghip, cng trnh ngy

cng nhiu
O7: thc gi gn mi trng dn ci
thin
WEAKNESSES
THREATS
W1: Khng c kh nng p ng n T1: Gi cc vn ti, gi nguyn liu,

t hng theo thi v
xng du lin tc tng cao
W2: Cha ch ng c nguyn vt T2: Ri ro v t gi ngoi t

liu
T3: Bo ho th trng hng gia dng
W3: Cha c c s nghin cu, ng ni a

dng khoa hc k thut ca ngnh
T4: Sn phm ngoi nhp ngy cng
W4: Dy chuyn sn xut cn lc hu nhiu

so vi cc nc trn th gii
T5: Nhu cu sn phm nha k thut
W5: Gi kh cao so vi th trng trong cao ngy cng gia tng

nc
T6: Sn phm nha kh phn hu, quy
W6: Cc hot ng chiu th cn t
trnh sn xut nha d gy nhim mi
W7: Lc lng lao ng c tay ngh trng

cha cao.
T7: Trong thi gian gn y c rt
W8: Cha hng ti khai thc gi tr nhiu sn phm gi mo sn phm cng

trn i ca khch hng.
ty lm gim uy tn cng ty
T8: i th cnh tranh nhiu v gay
gt.
3.3
xut gii php hon thin v nng cao hiu qu chin lc sn phm
ca cng ty.
cng ty chim lnh th trng trong nc chun b cho k hoch xm nhp vo
th trng chu , th chnh lc ny y cng ty cn phi:
Thc hin nhng ci thin nhng im yu
Pht huy nhng im mnh hin c

Tn dng nhng c hi
Phng nga nhng e do
Lun cp nht thng tin th trng c nhng hoch nh ng lc.
Nhm c th hn nhng mc tiu bn trn, ti xin xut vi gii php da vo
bng phn tch SWOT ca cng ty NAACO.
Th 1: Trong giai on ny cng ty nn ch hn ch m rng kch thc tp hp
sn phm v gi c th trng ang tng t bin, nguyn liu ch yu do nhp t nc
ngoi v, nhu cu ca ngi tiu dng gim bt nn by gi cng ty dnh li nhun
n khi th trng n nh tr li th bt u trin khai k hoch tung ra th trng
nhng sn phm mi l hp l nht.
Th 2: V nhn hiu sn phm quan trng khng km, n s quyt nh nh hng
n tm l ca ngi tiu dng. Cng ty hy ch quan st thng tin t mc tiu th
gii, xu hng ca khch hng nm nay l g t chn cho sn phm ca cng ty
nhng ci tn hay v thu ht. V d : Th gii y mnh vic bo v mi trng v th
h mai sau th ta c th t tn dng sn phm tm lp l tm lp tng lai. Nn
tng cng tham gia vo cc chng trnh khuyn mi, hi ch trin lm, khch
hng bit v sn phm cng nh cng ty.
Th 3: Nhng quyt nh lin quan n c tnh sn phm cng v cng quan
trng v nu ch cn 1 quyt nh sai th s lm ta mt i lng tin ca khch hng, gim
i li nhun. V th cng ty cn c nhng quyt nh lin quan n sn phm hp l
kt hp vi kim tra cht lng sn phm cht ch tng giai on to ra sn phm
t c bin php khc phc. Cng ty nn hon thin v nng cao c tnh s dng
ca sn phm nhm p ng nhu cu ngy cng cao ca ngi tiu dng qua vic:
hon thin cu trc k thut ca sn phm; nng cao thng s k thut ca sn phm;
tng cng tnh hu dng ca sn phm.
Th 4: Cng ty phi lun thm d kin khch hng v mu m, kiu dng sn
phm kp thi p ng nhu cu ca khch hng. Phi lun tm kim, cp nht
nhng mu m, kiu dng mi t i th cnh tranh, cng nh khng ngng sng to
cho ring cng ty nhng mu m, kiu dng mi lm c s cho khch hng thy
c rng ta c th p ng bt c yu cu no ca khch hng.

Th 5: V dch v h tr ca cng ty cng tng i tt so vi i th cnh tranh
nhng cng ty nn c nhng h tr mi nh chuyn ch v lp t (trn gi) n ni
khch hng yu cu. Tng cng dch v bo hnh sau bn hng, tip nhn kin
phn hi t khch hng v dch v trc v sau khi mua hng duy tr mi quan h
tt i vi khch hng.
Th 6: Gi ca NAACO a ra cao rt nhiu so vi i th nhng v do cng ty
nhp nguyn vt liu ch yu t nc ngoi v nn gi ca cng ty a ra phn ln l
do chnh lch v t gi. Nhng b li sn phm tm lp Natalite ca cng ty c nhng
im khc bit so vi i th. Cng ty cn c thm nhiu chnh sch u i, khuyn
mi tng qu cho nhng khch hng c ch s tiu dng sn phm cng ty cao thu
ht khch hng mi v to lng trung thnh ni khch hng c.
Th 7: Cc sn phm tm lp ang trong qu trnh pht trin ca chu k sng v
vy cng ty cn y mnh vic m rng th trng, thm nhiu chnh sch thu ht
khch hng. Mi thng nh vy cng ty nn c nhng chnh sc u i khc nhau, hp
dn. Cng ty cng phi thng xuyn khuyn khch phong tro pht huy sng kin cn
b CNV, thu thp kin ng gp trong cng ty v ngoi cng ty. Nn p dng
phng thc KAIZEN trong cng ty gip cho cng ty c c thm tng duy
tr v pht trin sn phm trong chu k pht trin ny.
Th 8: Ngoi ra, cng cn c mt i ng marketing : thu thp thng tin t
nhng hot ng ca i th cnh tranh cng ngnh; tm hiu a l tng vng min,
phn tch, nghin cu nhu cu tiu dng; cp nht gi nguyn vt liu th gii, tm
kim nguyn vt liu trong nc, phng thc ch to nguyn vt liu c th gim
chi ph ti a, ti u ho li nhun. iu ny rt quan trng khi cng ty c quyt nh
m rng th trng tn cng th trng chu v trnh tnh trng bo ha ti th
trng ni a.
Th 9: Thi nay cng ngh thng tin ngy cng pht trin, vic bn hng qua
mng cng ngy ph bin, mi ngi lun cp nht tm kim cho mnh sn phm va
ti tin v cht lng. Cng ty nn pht trin vic bn hng qua mng y cng chnh
l s khc bit gia sn phm ca cng ty vi nhng i th khc.

Th 10: y mnh ku gi u t vn nc ngoi nhm nng cao k thut cng
ngh sn xut ca cng ty, gip p ng nhu cu cng cao ca khch hng. Ngoi ra
cng tp trung u t vo cng ngh ti sn xut nha composite nhm gim thiu
nguy c lm nhim mi trng.
Th 11: Tng cng cc hot ng chiu th nhm qung b sn phm rng khp
v c k hoch c th trong vic bo m nhn hiu bng mt s phng php nhm
trnh vic lm hng gi, nhi cht lng thp lm mt lng tin ni khch hng. Cc
phng php c th: ng k bo h nhn hiu sn phm, nm bt kp thng tin th
trng, nhanh chng pht hin hng gi, nhi v bo vi c quan c thm quyn ng
thi bo vi khch hng mt cch sm nht.
Th 12: u t v m rng thm quy m sn xut nhm tng thm s lng bn ra
v gim thiu thi gian ch ca khch hng.
Th 13: Xy dng h thng nhn din thng hiu cho i ng nhn vin bn
hng trong cng ty ng nht gip hon thin hn chin lc nh v ca cng ty.
Ngoi ra cng t chc cc hot ng t thin nh thm mi m, xy dng cc cng
trnh x hi nhm tng kh nng nhn din thng hiu cho cng ty ng thi to n
tng tt p cho khch hng hin ti v khch hng tim nng.
PHN KT LUN
Vi nhng bin php ng gp trn cng ty cn phi phi hp vi ba chin lc
cn li ti u ho li nhun. Cng ty phi duy tr pht huy nhng u im, khc
phc nhng nhc im cn tn ti trong sn phm, pht trin a dng ho chng loi
sn phm ca cng ty, v cui cng quan trng nht ca vic a ra nhng bin php
trn gip cho cng ty p ng c nhu cu ca khch hng cng nh cu ni
NAACO lm ra sn phm nhng bn s hi lng.
Vi nhng n lc, c gng khng ngng trong sn xut v kinh doanh ca cng ty
TNHH Nha Vit Nam trong giai on (2008 n 2010) c bit l qu I nm 2011
cng ty t c nhiu thnh tch ni bt, to ra bc tng trng ng k v doanh
thu, li nhun, ng gp mt lng gi tr ln cho ngn sch Nh Nc, khng nh v
th sn phm ca cng ty. Bn cnh nhng kt qu ng mng cng ty cng ng
qun rng sn phm tm lp ang trong thi k u pht trin, cng ty cn phi c n
lc cng nhiu hn na. Cng ty phi pht huy nhng im mnh hin c, ci thin
nhng im yu, tn dng nhng c hi, phng nga nhng e do v phi lun cp
nht thng tin th trng c nhng hoch nh ng lc.
Thnh cng hay tht bi, sng st hay tiu vong l ph thuc hon ton vo kh
nng nhanh nhn nhp cuc v duy tr tim lc kinh t n nh ca mi doanh nghip,
Cng ty NAACO khng nm ngoi s . c th tn ti v pht trin c, cng ty
NAACO phi tp trung ton lc phn u xy dng chin lc marketing ph hp,
y mnh thng hiu cng ty NAACO khng ch ring th trng trong nc m cn
phi m rng hn trn th trng th gii!

TI LIU THAM KHO
1. Tp th gio vin PTS Trn Th Ngc Trang (ch bin), P.GSTS Nguyn Xun
Qu, TS Ng Th Thu, ThS Th c, ThS Trn Vn Thi, ThS Lm Ngc
ip, ThS. Nguyn Duy Tn - Marketing cn bn NXB Lao ng - x hi
2007.
2. Theo website http://www.naaco.com.vn, http://tamlaysang.divivu.com,
www.kienthuc.vn ...
3. Bo co kinh doanh v bo co th trng ca NAACO cc nm 2007, 2008, 2009,
2010.
4. B ti liu bn hng cng ty Nha Vit Nam

Chien Luoc San Pham Cong Ty Naaco

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B TAI CHINH

TRNG AI HOC TI CHNH - MARKETING

TRN THANH THY TRC

BO CO THC HNH NGH NGHIP

Thanh ph H Chi Minh 2011

BO CO THC HNH NGH NGHIP

GV HNG DN: TH.S NG TH THY LINH

Thanh ph H Chi Minh 2011

NHN XT CA GING VIN

TP. H Ch Minh ngy ... thngnm 2011

Hnh 1.3 S chu k sng ca sn phm................................................................19

Bng 2.1 D BO SN LNG VT LIU XY DNG C BN ..................26

Hnh 2.6. Mt s thnh tu NAACO t c........................................................40

Hnh 1.3 S chu k sng ca sn phm................................................................19

Bng 2.1 D BO SN LNG VT LIU XY DNG C BN ..................26

Hnh 2.6. Mt s thnh tu NAACO t c........................................................40

Hnh 1.3 S chu k sng ca sn phm................................................................19

Bng 2.1 D BO SN LNG VT LIU XY DNG C BN ..................26

Hnh 2.6. Mt s thnh tu NAACO t c........................................................40

Chin lc sn phm dng tm lp ca cng ty Nha Vit Nam (NAACO)

Mc tiu nghin cu:

c nhng nh hng gip cho qu trnh nghin cu ti c r rng, chnh xc,

Mt l h thng li kin thc v chin lc sn phm trong Marketing.

Hai l m t tng quan th trng ngnh hng tm lp.

Ba l phn tch, lm r chin lc sn phm ca cng ty NAACO v vai tr ca

Chin lc sn phm dng tm lp ca cng ty Nha Vit Nam (NAACO)

i tng v phm vi nghin cu:

Trn c s ni dung nghin cu, ti xc nh i tng nghin cu l Chin

Ni dung nghin cu:

Vi nhng mc tiu ra ti tp trung nghin cu cc ni dung sau y:

Chin lc sn phm dng tm lp ca cng ty Nha Vit Nam (NAACO)

Phng php nghin cu:

Ngun thng tin:

Vi nhng mc tiu, ni dung v cc phng php nghin cu trnh by pha

Chin lc sn phm dng tm lp ca cng ty Nha Vit Nam (NAACO)

GVHD: Th.s Nguyn Th Thy Linh

SVTH: Trn Thanh Thy Trc_ Trang 1

Chin lc sn phm dng tm lp ca cng ty Nha Vit Nam (NAACO)

GVHD: Th.s Nguyn Th Thy Linh

SVTH: Trn Thanh Thy Trc_ Trang 2

Chin lc sn phm dng tm lp ca cng ty Nha Vit Nam (NAACO)

Nh vy chng ta bit Marketing l mt qu trnh khng phi l mt hot ng

Hnh 1.1 Cc bc trong qu trnh Marketing

Nghin cu thng tin Marketing: l qu trnh khi u cho hot ng Marketing

ca doanh nghip. y l qu trnh nghin cu th trng nh thu thp thng tin- s

GVHD: Th.s Nguyn Th Thy Linh

SVTH: Trn Thanh Thy Trc_ Trang 3

Chin lc sn phm dng tm lp ca cng ty Nha Vit Nam (NAACO)

Chin lc Marketing mix: Sau khi nh v sn phm vo th trng mc

Trin khai thc hin chin lc Marketing: y l qu trnh a nhng chin

lc xy dng vo trong chnh doanh nghip.Tc l doanh nghip bt u xy cc

Kim tra, nh gi: Bc cui cng l tng hp kt qu t c. Thu thp

thng tin phn hi t th trng, so snh i chiu vi mc tiu, nhim v ra xem

GVHD: Th.s Nguyn Th Thy Linh

SVTH: Trn Thanh Thy Trc_ Trang 4

Chin lc sn phm dng tm lp ca cng ty Nha Vit Nam (NAACO)

Chc nng ca Marketing l bao gm ton b cc hot ng kinh doanh, trc ht

Tm hiu nhng ngi tiu th v la chn nhng ngi tiu th c kh

T chc vn chuyn v lu tr hng ha mt cch hp l.

T chc cc dch v h tr nh phn phi hoc khch hng.

Pht hin ra s tr tr, ch tc ca cc knh phn phi c th xy ra trong

qu trnh vn chuyn hng ha. C th bit gim bt hay ct t hon ton

Ch ra cc nghip v v ngh thut bn hng.

GVHD: Th.s Nguyn Th Thy Linh