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Li m u Ngy nay tt c cc cng ty lin tc phi hot ng trong mi trng cnh tranh khc lit. Cc i th cnh tranh thng lin tc thay i chnh sch nhm thu ht khch hng v pha mnh. Do sn phm rt a dng, ngi tiu dng ng trc rt nhiu s la chn khc nhau v chng loi v nhn hiu hng ho. ng thi nhu cu ca khch hng cng ngy cng phong ph a dng. Do khch hng c quyn la chn nhng hng ho c sc hp dn nht, tho mn ti a nhu cu v li ch ca mnh. ng trc mi trng cnh tranh gay gt nh vy, cc cng ty phi lm g tn ti v chin thng? Nu mun thnh cng th doanh nghip khng th lm vic theo cm hng th trc nhu cu ca khch hng cng nh i th cnh tranh, m phi xem Marketing l mt trit l kinh doanh cho ton cng ty ch khng ch l chc nng ring bit. Tt c cc nhn vin ca h u hng theo khch hng v p ng tt nhu cu ca khch hng. Tuy vy mun thu ht c khch hng th cn phi c chin lc dch v nhm to ra s khc bit hn hn so vi i th cnh tranh, ng thi phi lun theo di tng hot ng ca i th cnh tranh c i sch nng ng v hu hiu. Cc cng ty ny khng th lm ng trc mt chin dch qung co, mt chng trnh khuyn mi hay mt sn phm mi ca cc i th cnh tranh m phi theo di mt cch st xao lun c chin lc, chin thut cn thit v hn hn nhm ginh th ch ng. V vy, cc cng ty cn nh r nhng im mnh, im yu ca mnh nhm xc nh v th cnh tranh, sn sng tm ra nhng k h ca i th cnh tranh tn cng. chnh l cc cng vic thit lp k hoch chin lc cnh tranh trn th trng ca cc cng ty. Vi mong mun tm hiu su hn v chin lc cnh tranh v vn dng l thuyt trn vo thc tin qua Cng ty Unilever ti Vit Nam em

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quyt nh chn ti: "Chin lc Marketing trong cnh tranh chim lnh th trng ca Unilever ti Vit Nam ". Kho lun c kt cu theo 3 chng sau: Chng 1: "Nhng vn l lun chung v Marketing v chin lc cnh tranh". Chng 2: "Thc trng chin lc Marketing trong cnh tranh chim lnh th trng ca Cng ty Unilever ti Vit Nam". Chng 3: "Mt s gii php v kin ngh nhm tng cng kh nng cnh tranh chim lnh th trng ca Cng ty Unilever Vit Nam". Do vn kin thc v kh nng c hn ca tc gi cho nn kho lun khng trnh khi nhng thiu st v ni dung cng nh hnh thc. Rt mong c s ch dn tn tnh ca thy c gio cng nh s gp ca ng o bn c v xin chn thnh cm n.

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Mc lc

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Chng I Nhng vn l lun chung v Marketing v chin lc cnh tranh
I. Marketing v vai tr ca Marketing i vi doanh nghip.

1. Cc khi nim, quan im v chc nng ca Marketing.


Theo Philip Kotler, Marketing c nh ngha nh sau: "Marketing l lm vic vi th trng thc hin nhng thng v vi mc ch tho mn nhng nhu cu v mong mun ca con ngi. Nh vy Marketing l mt dng hot ng ca con ngi nhm tho mn cc nhu cu v mong mun thng qua trao i" (1) "Qun tr Marketing l phn tch, lp k hoch, thc hin k hoch , nh gi khuyn mi v phn phi hng ho, dch v tng to ra s trao i vi cc nhm mc tiu ca khch hng v t chc"(2) Tuy nhin vic ng dng Marketing vo thc tin li c cc quan im khc nhau. Th nht, ta phi k n quan im nh hng sn xut cho rng khch hng s thch sn phm c sn xut hng lot v gi r. Nhng quan im ny ch ph hp khi kh nng thanh ton ca ngi tiu dng hn ch, cht lng hng ho km v nh sn xut t quan tm n khch hng. Quan im th hai l quan im sn phm, quan im ny cho rng ngi tiu dng thch nhng sn phm c cht lng cao nht, nhiu tnh nng hay c thm tnh nng mi. Do , h lun tp trung sc lc vo vic ci tin sn phm nhng li t tnh n kin ca khch hng xem h c thch nh vy khng hoc thm ch khng n sn phm ca i th cnh tranh. Theo quan im ny cc nh qun tr Marketing dn n cn bnh "thin cn" ngha l ch ch trng n sn phm m khng tnh n nhu cu ca khch hng.
(1)

, (2) Philip Kotler - Qun tr Marketing Nh xut bn Thng k

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Quan im th ba l quan im bn hng. Quan im ny cho rng nu c yn th ngi tiu dng s khng mua cc sn phm ca Cng ty vi s lng ln. V vy cc t chc cn c nhiu n lc tiu th, khuyn mi. Tuy nhin cc cng ty theo ui quan im ch c mc ch l "bn hng" m khng quan tm xem sau khi mua khch hng c hi lng hay khng. Do n cha ng nhiu ri ro ln v gi s rng khch hng khng hi lng h s i truyn ting xu cho ngi khc. Ngi ta c tnh rng nu mt khch hng khng hi lng, h c th truyn ting xu cho t 10 khch hng tr ln v c nh th ting xu c chuyn i rt xa. Quan im Markeing li khng nh rng cha kho t c mc tiu ca doanh nghip l xc nh ng nhng nhu cu, mong mun ca khch hng v m bo tho mn nhu cu mt cch u vit hn hn so vi i th cnh tranh. Ta c th so snh quan im bn hng v quan im Marketing nh sau: quan im bn hng ch xut pht t yu cu ca ngi bn, cn quan im Marketing th ch trng n nhu cu ca ngi mua. Trong khi quan im bn hng tp trung mi n lc vo vic tiu th sn phm c sn th quan im Marketing tp trung mi n lc t vic sng to tng, thit k sn phm... nhm tho mn nhu cu ca x hi t thu li nhun. Hnh 1- So snh quan im bn hng v quan im Marketing
Quan im bn hng

Nh my

Sn phm

Bn hng & khuyn mi

Li nhun thng qua tiu th

Quan im Marketing

Th trng mc tiu

Nhu cu ca khch hng

Marketing phi hp

Li nhun thng qua s tho mn KH

Nh vy, theo quan im Marketing th cc nh qun tr Marketing cn phi xc nh c khch hng mc tiu ca cng ty l ai, tm hiu

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nhng nhu cu c mun ca h, sau dng cc bin php Marketing phi hp tc ng khch hng v tho mn nhng nhu cu c mun ca h. Cc hot ng Marketing phi hp bao gm hai phn. Th nht l cc chc nng Marketing nh: lc lng bn hng, qung co, qun l knh phn phi, nghin cu th trng v.v... l Marketing i ngoi hay Marketing tc ng ln khch hng. Phn th hai l Marketing i ni tc l cn phi tuyn dng, hun luyn v ng vin nhn vin trong cng ty sao cho h lm vic theo ng quan im khch hng l thng . Marketing bt r su vo tt c cc b phn, chi nhnh khch hng nh ti chnh k ton... Nh vy theo quan im Marking, khch hng c coi l trung tm v mi nhn vin trong cng ty cn phi c gio dc c thc phc v khch hng chu o nht, tho mn tt nht nhu cu ca h v hn hn i th cnh tranh. i vi cng ty Unilever Vit Nam, trong thc t, y l mt cng ty chuyn sn xut phn phi sn phm ty ra, chm sc c nhn v thc phm. y l loi sn phm dng trong cuc sng hng ngy. Do vy hot ng Marketing ca cng ty Unilever c tnh c th ca Marketing dch v.

2. Vai tr ca Marketing i vi doanh nghip.


Cc hot ng Marketing - mix bao gm tt c nhng g m cng ty c th vn dng tc ng ln nhu cu v hng ho ca khch hng. C th hp nht rt nhiu kh nng thnh 4 nhm c bn: Sn phm (Production): bao gm cc hot ng to ra s a dng trong sn phm, cht lng, thit k kiu dng, nhn hiu, bao b, kch thc v dng c bo hnh. Gi c (Price): bao gm cc quyt nh v mc gi, chit khu, thi hn tr tin, thi hn tn dng.v...v.

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Phn phi (Place): bao gm cc hot ng v thit k knh phn phi , h thng chuyn ch, kho tng, ca hng bn l... Ym tr (Promotion): bao gm cc hot ng qung co, hi ch trin lm, xc tin bn, tuyn truyn, bn hng c nhn... Trong mi cng ty khc nhau th Marketing c s dng nh mt cng c nhm gip cng ty t c mc tiu ca mnh. Mc tiu mun t ti ca cng ty c th l dn u v th phn, dn u v cht lng, ti a ho li nhun... Tu theo cc mc tiu khc nhau m cc cng c Marketing c s dng khc nhau to ra li th cnh tranh nhm t c cc mc tiu ra mt cch c hiu qu nht. Nh vy, Marketing tr thnh cng c quan trng nht trong hot ng kinh doanh ca mi Cng ty, n th hin cc chc nng sau: Chc nng thch ng sn phm vi nhu cu th trng. Ngy nay vi i sng kinh t ngy cng c nng cao, ngi tiu dng quan tm nhiu hn n cht lng hng ho. Nhu cu ca h cng ngy cng phong ph v a dng v cht lng cng nh cc tnh nng sn phm. Marketing c chc nng lm cho sn phm lun thch ng vi nhu cu th trng. p ng nhu cu , sn phm ca cng ty lun phi ci tin v cht lng cng nh tnh nng s dng. Chin lc sn phm nm trong chin lc Marketing - mix bt buc cc cng ty phi a ra cc gii php nhm hon thin sn phm v ph hp vi ngi tiu dng trn th trng. Trong qu trnh qun tr Marketing, xut pht t nhu cu th trng a ra cu tr li cho cc cu hi: Sn xut mt hng g? S lng sn xut l bao nhiu? Tung sn phm ra th trng vo thi im no?. Vn t ra lm th no ph hp vi nhu cu th trng? Xut pht t nhu cu th trng cho thy sn phm thng hp dn ngi mua c th l v n mi hoc v n c tnh nng s dng lun c ci thin

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v nng cao kiu cch, nhn mc lun c thay i ph hp vi s thch ca ngi tiu dng. Chc nng phn phi Vai tr ca Marketing l qun l qu trnh phn phi t vic xy dng chin lc, lp k hoch, thc hin k hoch. Trong qu trnh thc hin cc chin lc phn phi c iu chnh ph hp vi nhu cu ca th trng. Chin lc phn phi quyt nh s thnh cng ca mt cng ty bi v n bao gm cc hot ng ti u nhm a hng ho t ngi sn xut n tay ngi tiu dng cui cng. Cc nh qun tr Marketing thit lp h thng phn phi v la chn nhng ngi tiu th c kh nng tt nht. Da vo qu trnh nghin cu c im sn phm v tnh cht l, ho hc ca sn phm m hnh thnh h thng phn phi ti u. Cc hot ng phn phi bao gm t vic cho hng, giao hng, k kt hp ng, thc hin hp ng k v t chc cc a im nh bn bi, cc kho cha hng v cc hnh thc thng pht trong phn phi. y l nhng hot ng Marketing trc tip trong qu trnh kinh doanh c th l khu m phn v k kt hp ng. y l s tho thun gia cc bn, nu t c tho thun th hnh thnh hp ng. Cc hot ng Marketing tip theo l t chc tt cng tc giao nhn hng (thc hin cc iu khon k kt) to iu kin cho khch hng gim c chi ph. T chc cc dch v h tr k thut v hng dn khch hng, pht hin ra nhng nh tr, ch tc trong khu phn phi gia hai bn nhm a ra nhng chnh sch thng pht sao cho hp l. Chc nng tiu th Cc hot ng Marketing trong lnh vc ny nhm vo hai mc tiu, l:

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+ Kim sot gi c: Trong qu trnh kinh doanh, doanh nghip phi quyt nh mc gi ti u, ph hp vi mc tiu ca cng ty v ph hp vi gi c trn th trng. Gi c th trng lun bin ng nh gi nguyn, vt liu u vo, gi u ra. Vai tr ca hot ng Marketing trong kinh doanh l a ra mt mc gi c th nhm kim sot c mc gi ca mnh trn th trng. + Hot ng ca Marketing bn hng: y l ngh thut v cng quan trng trong giao tip vi khch hng. Khi s dng Marketing trc tip doanh nghip c th li cun c ng o ngi tiu dng tip tc s dng hng ho ca mnh v thu ht c thng tin phn hi t pha khch hng nhm hng ti mt chnh sch Marketing hon ho. Chc nng ym tr y l hot ng Marketing nhm h tr cho chin lc sn phm, chin lc gi c v chin lc phn phi ca cng ty. Cc hot ng Marketing c s dng h tr l hot ng qung co, hi ch trin lm , bn hng c nhn... iu mu cht l lm sao phi hp sp xp cc hot ng ny ph hp vi tnh hnh kinh doanh ca cng ty. Nh vy, ta c th thy c vai tr quan trng ca Marketing trong kinh doanh. Tm quan trng ln nht ca n l nh ra mt chin lc kinh doanh c th. Tip theo l cc hot ng nhm h tr, thc hin cc hot ng Marketing bao trm ln tt c cc hot ng kinh doanh ca Cng ty.
II. Cc yu t nh hng n kh nng cnh tranh ca Cng ty Unilever Vit Nam.

Cc yu t tc ng n kh nng cnh tranh ca Cng ty pht sinh trn c phm vi rt rng. l nhng kh khn, thun li ca Cng ty Unilever trong vic p ng nhu cu ca th trng. Tc ng ny s nh hng n cc chin lc sn phm, gi c cng nh phn phi ca Cng

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ty nhm cnh tranh trn th trng. Chng ta c th phn loi cc yu t ny thnh hai nhm chnh.

1.Cc yu t bn trong: gm 4 yu t c bn sau:


Nhn s ca Cng ty Con ngi l yu t v cng quan trng, chi phi tt c cc hot ng ca Cng ty. N cng l yu t rt ln nh hng n kh nng cnh tranh ca Cng ty. i ng nhn vin cn phi c trnh tay ngh cao, trung thnh vi Cng ty v ht lng phc v khch hng. l mt nhn t m cc Cng ty cnh tranh khng d c c. Khi khch hng n, ngi m h tip xc l cc nhn vin v hnh nh ca Cng ty th hin qua thi phc v ca cc nhn vin. Hin nay Cng ty Unilever c rt ng nhn vin, trong 80% s ngi c trnh i hc i hc, 7% cao ng, v 13% sau i hc. i ng nhn vin thng xuyn nng ng, nhit tnh vi cng vic v coi trng vic gy dng v gi gn hnh nh, uy tn ca Cng ty. Ngun cung nguyn vt liu y l yu t khng km phn quan trng trong vic cnh tranh. Mt ngun hng n nh v s lng, chng loi v gi c s c tc ng tt n chin lc gi c cng nh sn phm v Unilever l mt Cng ty chuyn sn xut v phn phi sn phm ty ra chm sc c nhn v thc phm, bao gm cc sn phm c nhu cu rt cao . Do nguyn vt liu cung cp phi tt v kp thi. Tuy nhin, thc t cn ph thuc vo nhiu yu t lin quan n xut nhp khu, gi c. Nhiu khi nhng yu t ny rt khng n nh nn c nhng lc vn xy tnh trng khan him hng. Tim lc ti chnh ca Cng ty Tim lc ti chnh c tc ng khng nh n kh nng cnh tranh ca Cng ty. Nu kh nng ti chnh ca Cng ty khng mnh th khng th thit k c cc chng trnh qung co khuch trng

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cng nh khuyn mi, v trong chnh sch gi c cng kh lng m rng thi hn thanh ton cho khch hng. Do vy tim lc ti chnh l nhn t quan trng, l tin xy dng cc chin lc cnh tranh. Cng ty Unilever hin nay vi tng s vn t c rt ln, vi h thng c s vt cht k thut kh tt so vi cc i th cnh tranh . y l mt li th m Cng ty cn pht huy v khai thc. B my qun l lnh o ca Cng ty B my lnh o ca Cng ty Unilever tc ng n kh nng cnh tranh gim st, qun l nhn vin, cung cch i ng, khuyn khch v tc ng n thi lm vic ca nhn vin, ngoi ra cn thit lp h thng cnh tranh trn th trng ph thuc vo h thng qun tr ca Cng ty.

2.Cc yu t bn ngoi.
Cc i th cnh tranh hin hu v tim n i th cnh tranh hin hu v tim n nh hng n mc cnh tranh ca Cng ty. Nu s lng hng cnh tranh cng ln th mc cnh tranh cng cao. Th trng m phm c rt nhiu hng cnh tranh. Sn phm cnh tranh vi Unilerer ch yu l sn phm ca hng P&G . Do mc cnh tranh l rt ln i hi Cng ty phi mt rt nhiu n lc thu ht khch hng. S lng cc i th tim n c kh nng tham gia vo ngnh s tc ng n mc cnh tranh trong tng lai v cc i th cnh tranh ny s tc ng n kh nng cnh tranh mi vi mun chim lnh th trng. Th hiu ca ngi tiu dng Ngy nay, con ngi rt ch trng ti vic chm sc c nhn cho bn thn mnh, cc sn phm nh du gi u, kem nh rng, kem dng da, thc phm chng tr thnh sn phm thit yu i vi ngi tiu dng. y cng l c hi m rng th trng ca Cng ty.

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Hng nhp khu Hin nay bng cc con ng nhp lu, hng ha c nhp vo Vit Nam khng qua kim sot cu hi quan nn khng phi ng thu, do gi ca hng nhp lu r hn rt nhiu, gy ra hin tng cnh tranh khng lnh mnh. Tnh hnh nh hng khng nh n kh nng cnh tranh ca Cng ty. Vai tr kinh t v m ca Nh nc Vai tr kinh t v m ca Nh nc tc ng mnh m n kh nng cnh tranh ca Cng ty thng qua cc chnh sch php lut, cc bin php kinh t cng nh cc chnh sch kinh t i ngoi ca Nh nc. Chnh sch min gim thu i vi nguyn liu nhp khu gp phn lm h gi thnh sn phm trong nc, nng cao mc cu trong nc. Hng ho sn xut ra c bn vi gi thnh h l mt yu t cnh tranh rt tt i vi cc hng khc v ngi tiu dng rt nhy cm vi gi c. Cc lut nh lut u t nc ngoi, lut Cng ty, lut doanh nghip thng thong s gp phn khuyn khch cc u t nc ngoi ti Vit Nam. Nh vy h thng cc cng ty lin doanh, cc vn phng i din tng ln, lm cho tnh hnh cnh tranh cng thm gay gt. Ngoi ra, chnh sch tin t n nh s gip cho gi nhp nguyn vt liu ca Cng ty n nh hn, chin lc gi ca Cng ty t gp ri ro hn trong cnh tranh. Cc quan h kinh t i ngoi ca Nh nc lm tng cng quan h hp tc, bun bn gia cc bn. Nht l mi quan h kinh t Vit Nam vi cc nc Chu u lm cho cng ngh sn xut hiu qu hn. Ni tm li, trong cuc cnh tranh ngy cnh khc lit, mi cng ty ni chung v Cng ty Unilever Vit Nam ni ring phi bit kt hp sc mnh tng hp ca cc yu t ch quan v khch quan th mi t c hiu qu kinh doanh tt hn.

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III. Mt s chin lc cnh tranh ch yu trong thng trng.

1. To li th cnh tranh.
1.1 La chn cng c cnh tranh. Mt th trng y nhng i th cnh tranh, mt cng ty thng li l cng ty bit la chn cng c cnh tranh c hiu qa. Mi cng ty thng c nhng im mnh v im yu khc nhau. Do vy la chn cng c cnh tranh hu hiu, cn phi cn nhc gia im mnh, im yu ca cng ty mnh so vi i th cnh tranh. Mun cnh tranh thng li, phi to ra s khc bit vi i th cnh tranh khch hng cm nhn c iu . Cc yu t c bn to ra s khc bit ca cng ty thng l sn phm, gi c, dch v, nhn s hay hnh nh ca cng ty. To c im khc bit cho sn phm to s khc bit cho sn phm, cng ty c th tp trung vo cc c im nh tnh cht v nhng c trng b sung cho tnh nng c bn ca sn phm, cht lng, cng dng, bn hay tui th d kin, tin cy hoc s tin li ca sn phm. To c im khc bit cho dch v Ngoi vic to ra c im khc bit cho sn phm vt cht lm ra, cng ty cng c th to c im khc bit cho nhng dch v km theo. Trong trng hp kh to c im khc bit cho sn phm vt cht th cha kho cnh tranh thng li thng l tng thm dch v v cht lng. Nhng yu t to c im khc bit chnh cho dch v thng l dch v t vn khch hng, dch v bo hnh v mt s dch v khc. To c im khc bit v nhn s Cc cng ty c th ginh c li th ln trong cnh tranh nh vic thu v hun luyn con ngi tt hn i th cnh tranh ca mnh. Nhn s c hun luyn tt hn phi c c im, k nng v kin thc cn thit, nh nhn, tin cy, c tn nhim, nhit tnh v bit giao tip. - 13 -

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To ra c im khc bit v hnh nh Ngay c khi hng ho cnh tranh khng hon ton ging nhau, ngi mua vn c th phn ng khc nhau i vi hnh nh ca cng ty hay nhn hiu. tn to mt hnh nh gy n tng cao ca cng ty, cn c cc c im nhn dng nh tn, logo, nhn mc, bu khng kh, cc s kin. Ngoi ra, gi c cng l mt cng c cnh tranh quan trng ca nhiu cng ty. Tuy nhin, khi n c s dng th d gy ra cuc chin tranh gi c m tt c cc bn u b thit hi. Do khi s dng n, cc cng ty cn phi cn nhc rt k lng. 1.2. Chu k s dng cng c cnh tranh. i vi bt k th trng hay sn phm no, cng c cnh tranh thch hp thng phi thay i theo thi gian. Ty theo tng hon cnh ca mi cng ty m chu k s dng cng c cnh tranh c nhng khc bit. Thng thng sn phm c coi l cng c u tin nht, sau ti dch v v gi c, nhn s v hnh nh ca cng ty l b tr. Nu nh cng ty theo ui cng mt th trng mc tiu v cc sn phm khng c g khc bit th hu ht ngi mua s mua hng ca cng ty c gi c thp hn. Cng ty dn u c phng n u vit l to c im khc bit ca mnh mt cch c hiu qu th c th tnh gi cao hn. Vic to c im khc bit cho php cng ty tnh gi cao hn da trn c s gi tr tri hn m khch hng nhn thc c v chp thun. Cng ty c th tng thm ra gi tr sn phm bng cch cung ng mt ci g tt hn, nhanh hn, hay r hn. Tt hn ngha l sn phm ca cng ty phi hn hn i th ca mnh. Sn phm thng i hi phi c ci tin tt hn sn phm hin c. Mi hn ngha l pht trin mt gii php trc y cha tng c. Nhanh hn ngha l gim thiu thi gian thc hin giao hng lin quan n vic s dng hay mua mt sn phm,

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dch v. Cui cng l r hn ngha l c th mua c mt sn phm tng t vi s tin nh hn. Mt s cng ty ch s dng cng c cnh tranh gi c c th phm sai lm. Th nht, mt sn phm r hn so vi ch th ca mnh thng b nghi ng l hng khng tt, ngay c khi n tt thc s. Th hai, l cng ty c th ct gim dch v m bo gi h v iu ny c th lm ngi mua khng hi lng. Thc ba, i th cnh tranh thng bt ng tung ra mt sn phm cn r hn do tm c ch sn xut v chi ph thp hn. Nu cng ty khng lm cho sn phm ca mnh tri hn v bt k mt no khc, ngoi chuyn r hn, th s mt li th trc i th cnh tranh .

2. Mt s chin lc cnh tranh chim lnh th trng.


2.1. Phn loi cc cng ty trn th trng. Tu theo vai tr ca mi cng ty trn th trng m ngi ta phn loi chng thnh cc cng ty dn u, cng ty thch thc, cng ty theo sau v cng ty np bng. Cng ty dn u l cng ty c th phn ln nht trn th trng, cng ty thch thc l cng ty bm st cng ty dn u vo lun e do v tr ca cng ty dn u. Tip , cng ty theo sau c th phn t hn; v cui cng, cng ty np bng thng phc v mt th trng nh hay mt phn on th trng. Mi mt cng ty c v tr cnh tranh ca mnh trn th trng, v c th chim mt trong nm v tr sau: th nht l ngi khng ch, cng ty ny c th la chn nhiu chin lc khc nhau. Th hai l cng ty mnh, cng ty ny c th hnh ng c lp v duy tr c v th ca mnh, bt k cc hnh ng ca i th cnh tranh. Th ba l cng ty thun li, cng ty ny thng c c hi tt ci thin v th ca mnh. Th t l cc cng ty c th tiu th c sn phm ca mnh. Th nm l cc cng ty ang c nguy c e do v d b ph sn.

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Chng ta s xem xt nhng thch thc v chin lc Marketing khc nhau i vi nhng ngi dn u th trng, nhng ngi thch thc, ngi theo sau v ngi np bng. 2.2 Chin lc ca ngi dn u th trng ( Leader Strategy) Cng ty dn u hay lnh o th trng l cng ty c th phn ln nht trn th trng sn phm m n kinh doanh. N thng i trc cc cng ty khc trong vn thay i gi, a ra sn phm mi, phn chia phm vi v cng qung co. Ngi dn u c th c hay khng c khm phc, nhng cc cng ty khc u tha nhn vai tr khng ch ca n. Ngi dn u th trng l mt tiu chun nh hng i vi cc i th cnh tranh, cc cng ty khc c th thch thc, noi theo hay np bng. Cc cng ty dn u thng mun gi mi v tr s mt nhng iu ny i hi phi hnh ng trn ba hng. Th nht, cng ty phi tm cch tng tng cu ca th trng. Th hai, cng ty phi tm cch bo v th phn ca mnh bng cc cng c phng th v tin cng. Th ba, cng ty c th tm cch tng th phn ca mnh hn na cho d quy m th trng khng i. 2.2.1 M rng ton b th trng. Cng ty dn u thng c li nhiu nht khi ton b th trng c m rng. Do h cn phi tm kim nhng ngi tiu dng mi, cng c mi v tng cng sn phm ca mnh. Ngi tiu dng mi Mi loi sn phm u c tim nng thu ht b sung nhng ngi mua do h cha bit n sn phm hay khng mua n v gi c cha hp dn hay do sn phm thiu mt s tnh cht nht nh. Ngi sn xut c th tm kim nhng khch hng mi thng qu 3 nhm chin lc c th

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nh: chin lc thm nhp th trng, chin lc th trng mi v chin lc m rng a bn. Cng dng mi Th trng c th m rng nh c pht hin ra v qung co nhng cng dng mi ca sn phm. Nhim v ca cng ty l theo di cch s dng ca ngi tiu dng, thng xuyn thu nhp thng tin v nhu cu ca khch hng t pht hin ra sn phm mi. Tng khi lng khch hng Chin lc m rng th trng thng l thuyt phc ngi tiu dng tiu th nhiu hn sn phm ca cng ty trong mi ln mua. 2.2.2 Bo v th phn. Trong khi c gng m rng quy m ton b th trng, cng ty dn u phi thng xuyn bo v s nghip kinh doanh ca mnh. Cng ty lun phi chng li nhng cuc tin cng ca cc ch th. Do h phi lun pht trin nhng sn phm mi v cung cp cho ngi tiu dng, ci thin hiu qu phn phi v ct gim chi ph. H lun nng cao kh nng cnh tranh ca mnh v thn trng i th. Ngi dn u cng vn dng nguyn tc qun s trong tn cng. Ngi ch huy phi ginh th ch ng, lun dn u v khai thc nhng im yu ca i th. Tn cng tt nht cng l phng th tt nht. Ngi dn u th trng cho d cha m cc cuc tn cng cng phi lun gi vng tt c cc mt trn v khng c bt c im quan trng no bn sn b h. Ngi dn u phi "bt cc l hng" sao cho k tn cng khng th thm nhp c. Chi ph cho vic bt cc l hng c th cao nhng tn tht cho vic t b mt sn phm cn cao hn. Ngi dn u phi xem xt thn trng a bn no quan trng cn c bo v v a bn no c th l khng quan trng. H khng th bo v tt c cc v tr ca mnh m tp trung ngun lc ca mnh vo

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nhng ni quan trng. Mc ch ca chin lc phng th l gim bt xc sut b tn cng, hng nhng cuc tin cng vo nhng ni t nguy him v gim bt sc mnh ca chng. Cc chin lc c s dng ca ngi dn u bo v th phn l: Bo v v tr trc din. c bn nht ca vic phng th l xy dng s kin c xung quanh a bn ca mnh. Nhng cc cng ty khng bo v v tr hay sn phm hin ti ca mnh trn th trng m cn phi bit bo v tt c nhng g mnh c (nh nhng ngun ti nguyn chnh) pht trin trong tng lai v sinh li. Bo v sn Ngi dn u th trng khng nhng phi canh gc a bn ca mnh, m cn phi xy dng nhng n in bo v mt trn xung yu hay c th lm bn p tin cng i th cnh tranh. Phng th ph u Mt cng ty c th phng th tch cc hn mt t chc tn cng i th trc khi n n tn cng cng ty. Cng ty c th tin hnh nh du kch trn cc th trng, tn cng mt i th cnh tranh ch ny, ng thi tin cng mt i th cnh tranh khc ch kia; phng th ph u c th bao gm phn ln th trng. Phng th phn cng Hu ht nhng ngi dn u th trng khi b tn cng u s phn cng li. Ngi dn u th trng khng th gi thi th ng trc vic ct gim gi, mt t khuyn mi, mt dch v ci tin sn phm hay vic xm chim a bn tiu th ca i th cnh tranh. Ngi dn u th trng c th la chn chin lc nghnh chin trc din k tn cng hay tn cng vo sn ca i th hoc tin cng gng km ph v cuc tin cng ca i th. Phng th c ng

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Cch phng th ny c s dng nhiu hn i vi ngi dn u theo ui chin lc bo v tch cc a bn ca mnh. Trong phng th c ng ngi dn u tri rng lnh vc ca mnh ra nhng vng lnh th mi bng cch pht trin nhn hiu nh thng qua vic i mi hot ng trn hai hng l m rng th trng v a dng ho th trng. Phng th co cm Nhng cng ty ln i khi thy rng h khng th bo v c ton b lnh th ca mnh na v lc lng ca h b dn mng v i th cnh tranh ln dn trn mt s trn tuyn. Khi , dng nh ng li tt nht l co cm li theo k hoch (cn gi l rt lui chin lc). Vic co cm khng phi l t b th trng m loi b nhng a bn yu v tp trung lc lng vo v tr then cht. 2.2.3 M rng th phn. Ngi dn u th trng c th tng li nhun hn na bng cch tng th phn ca mnh. Tuy nhin, cc cng ty khng c suy ngh rng c tng th phn ca mnh trn th trng m mnh phc v th mc nhin kh nng sinh li s tng. iu ny cn ph thuc vo chin lc tng th phn. Chi ph cho vic to ra th phn ln hn c th vt xa gi tr thu nhp ca n. Cng ty cn xem xt ba yu t khi theo ui vic tng th phn: + Kh nng gy ra hnh ng chng c quyn; + Hiu qu kinh t; + C th theo ui chin lc Marketing sai lm trong khi c gng tng th phn nhng li nhun khng tng. Th phn cng ln s c kh nng to ra cng nhiu li nhun khi c hai iu kin sau: + Gi thnh n v gim khi th phn tng

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+ Cng ty cho bn cht lng sn phm siu hng v nh gi cao hn trang tri cho chi ph to ra cht lng cao. 2.3. Chin lc ca ngi thch thc th trng. Nhng cng ty chim hng th hai, th ba v thp hn trong ngnh c th c gi l nhng cng ty bm st th trng. Nhng cng ty ny c th c mt trong hai thi : c th tn cng ngi dn u v cc i th cnh tranh khc trong cuc chin tranh ginh git th phn, hay h c th hp tc vi nhng ngi ng hnh. 2.3.1. Bo v mc tiu chin lc ca mnh trc cc i th. Ngi thch thc th trng trc ht phi xc nh mc tiu chin lc ca mnh l tng th phn v s dn n kh nng sinh li, h c th a ra nhng quyt nh, hoc l nh bi i th cnh tranh hoc lm gim th phn ca i th . Cng ty c th la chn mt trong ba loi cng ty tn cng nh sau: + C th tn cng ngi dn u th trng. + C th tn cng nhng cng ty cng tm c nh mnh. + C th tn cng nhng cng ty a phng hay khu vc nh. V th vn la chn i th cnh tranh v la chn mc tiu c th tc ng qua li vi nhau. Nu cng ty dn u tn cng ngi i sau th mc tiu ca n l ginh ly mt th phn nht nh. Nu cng ty i sau l cng ty a phng, quy m nh th n c th nh bi hn cng ty . 2.3.2. La chn chin lc tn cng. Khi c i phng v mc tiu r rng th cng ty cn phi xem xt la chn cch tn cng i th cnh tranh nh th no Tn cng chnh din Cng ty tp trung lc lng ca mnh nh sn phm, gi c, qung co... tn cng vo nhng ch mnh ch khng phi nhng ch yu ca

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i phng (c th ct gim gi, tng cng qung co, ci tin cht lng sn phm). Kt cc s phc thuc vo ai mnh hn, ai do dai hn. Tn cng bn sn C ngha l cng ty tp trung lc lng ca mnh tn cng nhng im yu ca i th cnh tranh theo hai hng: + Theo on th trng: l tm ra nhng nhu cu cha c pht hin v ngi dn u cha p ng. + Theo a bn: cng ty chn nhng a bn m i phng t ra yu km. Tn cng gng km y l chin lc thun tu xoy vo mt nhu cu ca th trng m i th cnh tranh b qua. Mt khc, chin thut tn cng gng km l chim gi mt phn rng lnh a ca i phng bng vic tn cng chp nhong, ton din. Tn cng vu hi y l chin lc tn cng gin tip. C ngha l i vng qua i phng tn cng vo nhng th trng d dng hn nhm m rng c s ti nguyn ca mnh. Chin lc ny c ba phng n. a dng ho hng vo nhng sn phm khng c lin quan, a dng ho vo th trng thuc a bn mi v nhy vo nhng cng ngh mi gt b nhng sn phm hin c. Tn cng du kch L phng n ca ngi xm ln th trng, c bit l ca ngi t vn v cng ty nh. Ngi tin hnh chin tranh du kch, s dng nhng phng tin thng thng ln nhng phng tin hin i tn cng i th nh: ct gim gi c chn lc, tng cng nhng t khuyn mi chp nhong v i khi c nhng hot ng php lut. Vn then cht l tp trung tn cng vo mt a bn hp.

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2.3.3. Chin lc tn cng ca nhng ngi thch thc. Nhng ngi thch thc th trng c th la chn mt trong nhng chin lc tn cng sau: + Chin lc chit khu gi: ngi thch thc c th bn sn phm tng ng vi gi thp hn. Nhng cho lin lc ny c hiu qu ngi thch thc phi thuyt phc c vi ngi mua rng, sn phm dch v ca mnh tng ng vi ngi dn u th trng. ng thi ngi mua phi nhy cm vi s chnh lch gi v ngi dn u khng ct gim gi ca mnh d b i th cnh tranh tn cng. + Chin lc hng r hn: a ra mt sn phm cht lng trung bnh vi gi r hn. iu ny ph hp vi mt on th trng ngi mua kh ln v h ch quan tm n gi r. + Chin lc hng c uy tn Ngi thch thc c th tung ra th trng mt sn phm c cht lng cao hn ngi dn u th trng. + Chin lc a dng ho sn phm: cng ty lun phi ch trng n vic i mi sn phm ph hp vi ngi tiu dng. + Chin lc ci tin dch v: s ginh git khch hng khng ch bng gi c v sn phm m cng ty cn phi s dng dch v li ke khch hng v pha mnh bng cch tng cng dch v cng nh cht lng dch v. + Chin lc i mi phn phi: khi knh phn phi ca cng ty s dng lu th vic cc i th cnh tranh bt chc l iu hon ton d dng, v vy cng ty nn khm ph hay pht hin mt knh phn phi mi. + Chin lc gim gi thnh sn xut: ngi sn xut c th theo ui gi thnh sn xut thp hn so vi i th cnh tranh ca mnh thng qua vic mua sm hiu qu hn, chi ph nhn cng r hn v thit b sn xut hin i hn.

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+ Tng cng qung co v khuyn mi 2.4. Chin lc np gc th trng. Mt cch tr thnh ngi theo sau trn mt th trng ln th lm ngi dn u trn mt th trng nh hay ni n khut. Nhng cng ty nh thng cnh tranh vi cng ty ln bng cch nhm vo th trng nh m cc cng ty ln t hoc khng quan tm. Nhng ngy cng nhiu nhng cng ty ln thnh lp cc n v kinh doanh phc v ni n khut. iu ch yu l nhng cng ty c th phn nh trn ton b th trng c kh nng sinh li ln v h bit bm cht nhng gc nh c gi tr cao v tng c doanh s bn v li nhun cng tng ln rt nhiu. Ti sao chin lc np gc li c kh nng sinh li? L do ch yu l ngi np bng th trng hiu r nhm khch hng mc tiu n mc h p ng tt hn nhu cu ca khch hng so vi cng ty khc tnh c bn hng trn khu vc n khut . Kt qu l ngi np gc c th tnh gi cao hn nhiu so vi gi thnh v c gi ph thm. Ngi np bng t c li nhun cao, trong khi ngi kinh doanh i tr t dc khi lng ln. Ni np gc l tng c nhng c im g? Mt ni np gc l tng thng c nhng c im sau: + Ch np gc c quy m v sc mua c th sinh li + Ch np gc c kh nng tng trng + Ch np gc t c cc i th cnh tranh quan tm + Cng ty c ti nguyn v k nng phc v tt nht nhu cu np gc + Cng ty c th phng th tt trc n tn cng ca i th cnh tranh Ngi np gc c ba nhim v + To ra ni np gc

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+ M rng ni np gc + Bo v ni np gc

3. Xy dng chin lc nh v cnh tranh.


Sau khi xc nh c i th cnh tranh v chin lc tn cng, cng ty cn xy dng chin lc nh v nhm xy dng hnh nh khc bit ca sn phm so vi i th cnh tranh khc. Song khng phi tt c nhng im khc bit ca nhn hiu u c ngha hay c gi tr v cng khng phi mi th khc bit u to nn c im khc bit. Mi c im khc bit u c kh nng gy ra chi ph cho cng ty cng nh to ra li ch cho khch hng. V vy cng ty phi la chn mt cch cn thn trong cch to ra c im khc bit. Ch nn to ra im khc bit khi n tho mn cc tiu chun sau: + Quan trng: im khc bit em li li ch c gi tr ln cho mt s ng ngi mua. + c im: im khc bit khng c ai to ra hay c cng ty to ra mt cch c bit. +Tt hn: im khc bit l cch tt hn so vi nhng cch khc t c ch li nh nhau. +D truyn t: im khc bit d truyn t v p vo mt ngi mua. + i trc: im khc bit khng d dng b cc i th cnh tranh sao chp. + Va ti tin: ngi mua c th c tin tr cho im khc bit . + C li: cng ty thy rng to im khc bit l c li.

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Nh vy vic to c im khc bit l vic thit k mt lot cc im c ngha phn bit sn phm ca cng ty vi sn phm ca i th cnh tranh. Mi cng ty u mun khuych trng mt s t cc im khc bit c sc hp dn mnh nht vi th trng mc tiu ca mnh. Cng ty mun xy dng mt chin lc tp trung v c nh ngha nh sau: "nh v l thit k sn phm v hnh nh ca cng ty lm sao n chim c mt ch c bit v c gi tr trong tm tr ca khch hng mc tiu" (3) Vic nh v i hi cng ty phi quyt nh khuch trng bao nhiu im khc bit v nhng im khc bit no dnh cho khch hng mc tiu. 3.1. C th khuych trng bao nhiu im khc bit cn thit? Mi nhn hiu cn tm ly mt thuc tnh ri cho bn nh l nhn hiu "s mt" v thuc tnh . Ngi mua c xu hng nh thng ip "s mt", nht l trong x hi trn ngp thng tin ngy nay. V tr s mt ny thng l "cht lng tt nht", "gi phi chng nht", "dch v tt nht", "cng ngh tin tin nht".. Nu mt cng ty tch cc gii quyt cho c nhng v tr ny ri kin tr tuyn truyn v n th chc chn n s c ni ting nht v c khch hng nh n v c im . Sn phm theo ui chin lc ny nh kem nh rng Colgat c nh v vi thuc tnh l "khng su rng". Tuy nhin cng ty c th c gng nh v hai li ch khc nhau nh kem nh rng Close up c hai thuc tnh: "trng rng v thm ming". Hoc dch v nh v ba li ch nh kem nh rng Aquafresh: "trng rng, thm ming, nga su rng" v khch hng nhn bit c th trong hp kem nh rng c ba mu.

(3)

Philip Kotler - Qun tr Marketing Nh xut bn Thng k

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Mc d vy khi cc cng ty tng s im khc bit v nhn hiu ca mnh th h cng c nguy c lm cho ngi ta mt tin tng v vic nh v cha r rng. Do vy cng ty cn phi trnh 4 sai lm sau: + nh v qu thp: mt s cng ty nhn thy rng mt s ngi mua nhn thc m h v nhn hiu . Ngi mua thc s khng ngh n vic n c mt tnh cht c bit no . + nh v qu cao: ngi mua nhn thy hnh nh qu hp v nhn hi . Chng hn nh: mi ngi cho rng vo cc siu th ton cc hng ho t tin nhng thc ra n c c cc loi hng ho cht lng xong. + nh v khng r rng: ngi mua c th c mt hnh nh khng r rng v nhn hiu, do a qu nhiu qung co hay thay i v tr ca nhn hiu qu nhiu ln. + nh v ng ng: ngi mua c th cm thy kh tin tng vo nhng iu qung co nhn hiu theo gc tnh nng, gi c hay nh sn xut ca sn phm. iu tin li khi gii quyt vn nh v l n cho php cng ty gii quyt c vn Marketing - mix. Markeing - mix bao gm: sn phm, gi c, phn phi, v ym tr l ct li ca vic hoch nh nhng chi tit chin thut ca chin lc nh v. Chng hn nh mt cng ty ang chim lnh v tr "cht lng cao" bit rng mnh phi sn xut ra nhng sn phm cht lng cao. l cch ch yu to nn hnh nh nht qun v ng tin tng v cht lng cao. 3.2. Cn khuch trng nhng im khc bit no? Khi la chn cc c im khuych trng, doanh nghip cn phi cn nhc cc yu t v th ca mnh v phi l gii c cc cu hi: cng ty c nng lc khng nh v th ca mnh khng, cng ty c nng lc v mnh trong vic khng nh c im no, v th ca i th cnh tranh ra sao, nhng c im ca cng ty hin ang ng u v cc i th

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cnh tranh ang ng u? Tip theo l kh nng ci thin v tr ca cng ty v ca i th cnh tranh; sau cng l cc bin php xut. 3.3. Truyn b v th ca Cng ty. Cng ty khng nhng phi xy dng mt chin lc nh v r rng, m cn phi truyn b mt cch c hiu qu. Nu mt cng ty chn chin lc nh v "cht lng tt nht", th cht lng c xc nhn bng cch la chn nhng du hiu hu hnh no m ngi ta thng cn c vo nh gi cht lng. Cht lng cng c truyn b thng qua hot ng Marketing. Gi cao thng bo hiu cho ngi mua v mt sn phm cht lng cao. Hnh nh cht lng cao cng chu tc ng ca bao b, cch phn phi, qung co v khuyn mi... Nh vy cc yu t trn cng truyn b v h tr hnh nh nhn hiu. Bn cnh , danh ting ca nh sn xut cng gp phn vo s nhn thc v cht lng. Mt s cng ty lun truyn b cht lng nh cc cng ty Nht Bn, Hn Quc; iu hng khch hng n hnh nh v mt sn phm tt.

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Chng II Thc trng chin lc Marketing trong cnh tranh chim lnh th trng ca cng ty Unilever ti Vit Nam
I. Khi qut v th trng v i th cnh tranh ca Uninever ti Vit Nam.

1. c im th trng Vit Nam i vi cc sn phm ca Unilever.


Vi quy m dn s vo khong 80 triu dn Vit Nam l mt th trng rt rng ln. Mc tng trng dn s vo khong 1,7%/ nm, tuy nhin dn s Vit Nam phn b khng u, dn s tp trung vo cc thnh ph ln, cc tnh ng bng. Mt dn s ca thnh ph H Ni vo khong 3000 ngi/ km2, Thnh ph H Ch Minh: 2.500 ngi/ km2... Cc tnh min ni trung du c mt rt thp (H Giang: 71 ngi/km 2, Tuyn Quang: 115 ngi/ km2, Cao Bng: 94 ngi/ km2, Lo Cai: 71 ngi/ km2, Gia Lai: 50 ngi/ km2, KonTum: 27 ngi/km2) Vit Nam sau hn 15 nm i mi, t nc t c nhng thnh tu to ln, i sng ngi dn c nng ln r rt. Mc tng trng kinh t ca Vit Nam thuc vo loi cao trong khu vc; nm 2001 tng trng 6,8%, nm 2002 c t 7%. Nm 2001 GDP c nc t c xp x 31 t USD; GDP u ngi vo khong 300 USD. Cng vi s tng kinh t, mi trng chnh tr Vit Nam rt n nh, Vit Nam c nh gi l mt trong nhng nc an ton nht trn th gii. Mt khc ng v Nh nc ta c nhng chnh sch u i v khuyn khch nhm thu ht cc nh u t nc ngoi. V vy trong nhng nm va qua s lng cc nh u t nc ngoi cng tng ln r rt. Trong s nhng nh u t nc ngoi u t vo Vit Nam c tp on sn xut hng tiu dng Unilever. Cc sn phm ca Unilever bao gm du gi u, x phng, kem dng da, kem nh rng... l cc sn phm c lin quan n sc p v sc kho.

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Ngy nay Vit Nam i sng ca ngi dn c nng cao, nhu cu lm p v gi gn sc kho ngy cng tng cao. i vi ngi dn h khng cn quan tm n vic n no mc m m h quan tm n vic n ngon mc p. Do vy nhu cu v cc sn phm kem dng da, du gi u, kem nh rng, x phng ngy cng gia tng. Cc sn phm ny dn dn i vo cuc sng ca ngi dn Vit Nam, l yu t khng th thiu trong cuc sng hng ngy. Tuy vy, th hiu ca ngi dn Vit Nam l u thch nhng sn phm c xut x t nc ngoi hoc lin doanh lin kt vi nc ngoi sn xut hn l nhng sn phm xut x t ni a. Cc sn phm ca Unilever phn no cng p ng c nhu cu ca ngi tiu dng Vit Nam.

2. i th cnh tranh ca Unilever ti Vit Nam.


2.1. P &G - i th cnh tranh ln nht ca Unilever ti Vit Nam. Hin nay trn th trng Vit Nam c rt nhiu hng sn xut v phn phi sn phm cht ty ra, chm sc c nhn v thc phm. Cc i th cnh tranh hng u ca Unilever nh l P &G, Nevea... l hai i th cnh tranh chnh ca Unilever nhng ch yu v ni bt nht vn l P &G. Theo s liu ca Cng ty Unilever Vit Nam th th phn ca hng trn th trng Vit Nam c th hin nh sau (xt v mt hng du gi u): Hnh 1: Th phn sn phm ca Unilever ti th trng Vit Nam
45 40 35 30 25 20 15 10 5 42% 40,57%

17,43%

Unilever VN

P&G

Cc hng khc

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Hnh 2: Th phn bn hng du gi u ca cc hng ti th trng Vit Nam.
% 60.0 50.0 40.0 30.0 20.0 10.0 0.0 Unilever
P&G 33.1% 23.6% 54.3 %

Cc hng khc

Hnh 3: Th phn bn hng bt git ca cc hng ti th trng Vit Nam. Xt v mt hng x phng, t bit l bt git.

Qua hnh 1, hnh 2 v hnh 3 ta thy, P &G l i th ng gm nht, lun bm st Unilever, cn cc hng khc b b ri rt xa, ta i su vo phn tch tnh hnh hng P & G. Do vy cn c s iu tra chi tit hn v P & G mc 3 ca chng ny.

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V chng loi sn phm, P &G sn xut rt a dng khng km g Unilever, cng tham gia rt nhiu cc chng trnh qung co trn truyn hnh, bo, ch tp ch... P&G cng p dng hnh thc Markeing n tn cc h gia nh gii thiu sn phm v bn trc tip cho ngi tiu dng vi gi thp theo tng t khuyn mi, ni chung P &G thm nhp vo th trng thng qua cc h thng i l. V h thng dch v: Cng ty P &G h tr cc i l phn phi ca mnh mt h thng dch v kh quy m v hon chnh gm: + H thng o to k thut s dng, o to kinh doanh + H thng h tr v kinh doanh + Cung cp cc bin qung co, cung cp hng kp thi + H thng h tr thng tin + H thng trng by sn phm ti cc hi ch. Trong h thng trrng by sn phm c nhim v gii thiu vi khch hng cc cng dng ca sn phm, c tnh k thut, cung cp y cc Cataloge; cc cuc trng by sn phm thng c t chc ti cc hi ch ln. Do ch vo vic cung cp dch v hon ho cho khch hng nn cc i l c hng rt nhiu chnh sch u i. V sn phm, P &G c h thng danh mc sn phm kh a dng v phong ph nhm cnh tranh vi Unilever tuy rng khi so snh v chng loi sn phm vi Unilever th Unilever c nhiu li th hn. V gi c P &G c mt chnh sch gi kh thnh cng. Ban u khi mi thm nhp vo th trng, P &G nh gi cao i lin vi cht lng cao. Sau mt thi gian P &G gim gi dn thu ht thm khch hng, m rng th

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trng sau khi nh v hnh nh ca mnh trong khch hng l sn phm c cht lng cao, Cng ty ny c cc chnh sch Marketing nhm thu ht khch hng mnh. H c i ng nhn vin Marketing kh nhit tnh v phc v khch hng chu o. 2.2. Khch hng. Do c nhiu hng cng sn xut v cung cp sn phm v sinh c nhn, m phm, thc phm nn khch hng c quyn la chn nhn hiu tt nht v tho mn nhiu nht nhu cu ca mnh. Nh vy mc cnh tranh i vi Cng ty s tng bi p lc t pha khch hng. H l nhng ngi c quyn t do la chn sn phm, do Cng ty phi tng cng cc n lc Marketing hn thu ht h. 2.3. S khc bit ho v sn phm. Trn th trng sn phm chm sc c nhn-chm sc gia nh, sn phm ca cc hng c tnh nng tng t nhau, do mc cnh tranh cng ln v Cng ty s gp kh khn trong vic s dng cng c cnh tranh l sn phm. Nu khng to ra s khc bit t dch v th Cng ty s phi cnh tranh v gi c m iu ny nn trnh v cnh tranh v gi c s gy tn tht cho c cc bn.

3. V th cnh tranh ca i th P&G.


3.1. Nt chung v P&G. P &G l doanh nghip chuyn sn xut m phm, dng v sinh cho phi p v tr s sinh. Ngoi th trng ni a nc M vi trn 260 triu dn, sn phm ca P & G cn p ng nhu cu ca khong 4,5 t dn hn 140 quc gia trn tm c khng l ca th gii nh Coca Cola v lnh v ung, nh IBM v my tnh, nh Elictrolux v sn phm in t hay General Motors v sn phm t... gi c v tr thng tr th trng th gii trong iu kin cnh tranh khc lit, P & G l cng ty in hnh M tp trung n lc vo

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cc hot ng Marketing quc t. Nh , P & G s dng tng hp c hng lot bin php mt cch nng ng c th v hiu ho s xm nhp ca cc i th v m bo cho chin lc cnh tranh c hiu qu ca mnh. Trn thc t, mu cht thnh cng trong chin lc cnh tranh ca P & G khng phi ch n gin vic s dng 3 cng c ch yu l sn phm, gi c v dch v m trong , cht lng sn phm c ngha quyt nh. ginh c nhng thng li trc i th cnh tranh, P & G khng ch s dng duy nht ch thuyt tn cng m b quyn ch thuyt phng th trong cc cuc sc a dng ni thng trng. C th ni, thc t thnh cng ca P &G l s phi hp ng b v hi ho nhng hot ng marketing ch yu sau y. 3.2. Coi trng k hoch chin lc di hn. i vi cc cng ty khc cng nh P &G, c nh hng ng v tin xa, trc ht phi c tm nhn chin lc di t 10 nm, 20 nm v hn na. V k hoch chin lc di hn, P &G coi trng hng u chin lc sn phm th trng, c th: - Chin lc sn phm hin hu - th trng hin hu - Chin lc sn phm hin hu - th trng mi - Chin lc sn phm ci tin - th trng hin hu - Chin lc sn phm mi - th trng hin hu - Chin lc sn phm mi - th trng mi. ( Xin dp khc s cp chi tit hn ni dung p dng tng chin lc ny) y, P &G cng nhn nh rng, chin lc th t v th nm c ngha rt ln m bo cho kh nng cnh tranh, tip sc hn cho chin lc cnh tranh chim lnh th trng ca cng ty. Nh , Cng ty d lin tip thm nhp thnh cng vo hu ht cc khu vc th trng trn ton

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cu. Thc t c nhng nhn hiu nh Always, Crets, v ngay c P &G phi mt ti 10 nm nghin cu v thc nghim mt cch thn trng to c uy tn cao so vi sn phm ca cc i th trn th trng th gii. Nh vy, vic coi trng chin lc di hn gip cho chng trnh nghin cu v pht trin ( R &D) ca cng ty t c hiu qu v chin thng trong cnh tranh. V l lun, coi trng chin lc di hn cng l c trng ca Marketing hin i m P &G qun trit trong hnh ng thc tin ca mnh. 3.3. nh gi nhanh nhy nhu cu ca th trng. y, P &G thng xuyn kt hp rt cht ch c hai phng php: nghin cu li bn (Desk Research) v nghin cu ti hin trng (Fied Researrch). Mt khc, P &G cng lun lun ch trng nghin cu su rng v y tnh hnh th trng trc khi xy dng k hoch chin lc. Nt ni bt i vi P &G l vic thit lp quan h mt thit vi khch hng bn bun cng nh bn l, v do Cng ty thng nhanh chng nhn c nhng thng tin chnh t th trng t a ra nhng quyt nh chun xc v tnh hnh th trng. thu nhp kp thi v y nhng thng tin cn thit , ngay t M, P&G thit lp 800 s in thoi min ph dnh cho khch hng khch hng c th trao i vi Cng ty v mi yu cu, gp hay li phn nn. Do vy, Cng ty t vn phng ca mnh, bit ngay c din bin th trng c th ng x nhanh nhy. Trong kinh doanh, P&G lun lun thm nhun t tng ch o sau y ca Marketing: ng tin n ri ng tin li i, nhng khch hng cn phi li: khch hng chnh l iu kin tn ti ca nh doanh nghip. 3.4. Xy dng c danh mc ca sn phm nng ng. Do coi trng chin lc di hn, trc ht l chin lc sn phm - th trng, do nh gi nhanh nhy nhu cu ca th trng. P&G lun lun xy dng c danh mc sn phm (Product List) ng n v nng ng.

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Nghin cu danh mc sn phm ca P&G, c th rt ra my nt ni bt sau: Mt l, sn phm kh phong ph v chng loi, kiu dng nh x phng git ty (Coscode, Tide); giy lau (Charm - ing, Builty); thuc nh rng v du gi u (Crest, Alwat, Head & Shouders).. Trn thc t, P&G thng xuyn cung cp cho th trng trong v ngoi nc trn 300 loi nhn hiu sn phm khc nhau. Do , Cng ty c th thch ng c linh hot vi thc t thng xuyn bin ng ca th trng m bo kp thi nhng mc tiu doanh s v li nhun trong tng nm, tng thng. Hai l, cht lng sn phm lun lun c coi trng hng u theo nguyn tc: ch a ra th trng nhng sn phm c a chng. Do vy, hu ht cc sn phm ca Cng ty u tuyt ho, khng c nhn hiu mc "phm cht trung bnh tt" v lun lun tho mn nhu cu th trng, ngay c th trng "kh tnh" nht nhng nc cng nghip pht trin cao nh Nht, c, Anh, Php... Thnh cng chnh l do P&G thng xuyn quan tm n vic ci tin v i mi sn phm. Thc t Cng ty, khng c sn phm no qu mt nm khng i mi. i mi sn phm l c s m bo thng li cho P&G trong chin lc cnh tranh thng tr th trng th gii. Ba l, chng trnh nhn hiu kt hp gia tnh c o vi tnh a dng. Mi nhn hiu u th hin r tnh c o v cht lng, hnh dng, kch c sn phm p ng mt th hiu nht nh ca th trng. Nh vy cng nhiu nhn hiu a dng cng tho mn c nhiu th hiu phong ph trn th trng th gii hng trm trc ring bit. Chng trnh kt hp ny ca P&G nhm mc ch ph kn nhng khe h ca th trng v ngn chn s xm nhp ca cc i th cnh tranh. y, P&G cng l mt trong nhng cng ty u tin trn th gii p dng kiu nhn hiu cho x phng xc tay, 6 nhn cho Shampoo... nhm mc ch tho

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mn ti a nhng c mun a dng ca ngi tiu dng v y li tng nhn hiu ca cc i th. Bn cnh , P &G s dng h thng qun l nhn hiu c hiu qu cao m nhiu cng ty khc khng d dng t c. Hin nay, h thng ang c pht trin trn phm vi ln. Mi nhn hiu u c ngi qun l. Ngi ng u ton b nhn hiu ca P&G gi l tng qun l v phi chu trch nhim cao trc Cng ty c v doanh s ln li nhun. 3.5. u t khoa hc v cng ngh. Thnh cng v sn phm, nhn hiu ni trn gn lin vi hot ng u t khoa hc cng ngh. Ch ring nm 1994, Cng ty u t 1,2 t USD cho nghin cu khoa hc v pht trin ti 17 trung tm ln Chu u v Bc M vi i ng 8.000 nh khoa hc v k thut vin (tng bin ch ca Cng ty l 53 ngi), P&G thng dnh nhng khon chi ph ln cho u t dy chuyn cng ngh nhm tng cng ci tin, i mi sn phm v m bo gi thnh sn phm thp nht. Do vy, lng bnh qun nhn vin cao hn 20% so vi cc i th cnh tranh. 3.6. Qung co v xc tin bn hng. P&G thng tp trung nhiu c gng vo qung co v coi qung co nh mt cng c tch cc trong chin lc cnh tranh. Nu xt theo doanh s ch cho qung co th P&G ng th 2 M. Trong nm ti chnh 1991, P&G chi trn 2 t USD cho qung co. Cng vi qung co, Cng ty s dng c hiu qu cc bin php xc tin bn hng. P&G c ring mt phng u tin bn hng t vn tch cc cho gim c tng mt hng c c nhng bin php ti u trong tng tnh hung. Tuy nhin, P&G ch trng hn ch cc bin php xc tin bn hng v tng cng qung co nhm xy dng th hiu tiu dng n nh v sn phm ca mnh.

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Tm li, mu cht thnh cng ca P&G trong chin lc cnh tranh chim lnh th trng th gii chnh l s phi hp hi ho 5 ni dung c bn v hot ng Marketing ni trn. Cng c th coi nh nhng b quyt hay nhng bi hc kinh nghim nhiu nh doanh nghip tham kho v rt ra c nhng iu g thit thc cho mnh.
II. Thc trng chin lc Marketing trong cnh tranh chim lnh th trng ca unilever ti Vit Nam.

1. Qu trnh hnh thnh v pht trin ca Cng ty Unilever Vit Nam.


Nm 1995, tp on sn xut hng tiu dng Unilever bt u u t vo Vit Nam. n nay tp on u t tng cng trn 100 triu USD. Cc Cng ty thnh vin ca Unilever Vit Nam bao gm: Lever Vit Nam, lin doanh vi Cng ty x phng H Ni v Tng Cng ty ho cht Vit Nam; Cng ty ELIDA P/S sn xut kem nh rng, lin doanh vi Cng ty ho m phm. Unilever c 5 nh my sn xut ti H Ni v Thnh ph H Ch Minh. Vi cc nhn hiu quen thuc nh OMO, VISO, Lux, LifeBouy, ch Lipton... Unilever c nh gi l mt trong nhng tp on sn xut hng tiu dng hot ng thnh cng nht ti th trng Vit Nam. "Mt khi quyt nh cm r ti Vit Nam, chng ti xc nh s li lu di. Khi tc trong kinh doanh l quan trng th hnh ng ng li cn mang tnh quyt nh hn th na. iu ny c ngha l chng ti dnh thi gian vo vic tm hiu mi trng kinh doanh v nhng c th ca ngi tiu dng Vit Nam", ng Michelle Dallemagne ni. Unilever u t c thi gian v tin bc to c nim tin vi Chnh ph v cc i tc Vit Nam. Unilever gi y l tham vng nhng kin tr. u t ln ca Unilever vo Vit Nam (hn 100 triu USD) cng th hin k vng ca Cng ty: khng kim li trc mt, u t lu di ti Vit Nam.

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Vic quyt nh u t lu di ti Vit Nam gip Unilever c thi gian tm hiu c th th trng, tm l tiu dng ca ngi Vit Nam cng nh cc nt vn ho truyn thng. Sn phm kem nh rng P/S mui l kt hp hon ho gia vn ho c truyn v hin i. Unilever gip ngi tiu dng bo tn c thi quen nh rng c v mui, em li mt cch chm sc rng ming mi. Hay vi du gi u Sunsulk b kt, ngi gi khng b mt i hng v quen thuc ca qu kh. y l hai sn phm rt c a chung th trng Vit Nam, Sunsilk b kt chim 80% trong tng s Sunsilk, P/S mui chim 40% trong tng s cc loi P/S. Cng i su v cc a phng, ngi ta cng thy ni bt s tn ti ca Unilver. C l bt c mt a phng no, k c min ni, OMO, VISO, Lux... u tm n vi ngi tiu dng. Mc d thu nhp ti nng thn, ni 80% dn s, thp hn nhiu so vi thnh th nhng Unilver hiu rng 60 triu con ngi cng c nhng nhu cu nh thnh v. Thch thc y l nh gi cc thnh phm v a dng chng n c vi h. Nhng sn phm ca Unilever thch hp vi ngi Vit Nam mt cch kh gii thch. Rt nhiu ngi (c bit nng thn) dng t OMO thay cho t bt git, coi nh bt git nghim nhin l OMO. "T duy theo kiu Vit Nam", l chin lc kinh doanh i st vi vn ho cng nh cc sn phm hon ho trn khng h c sao chp t mt quc gia no khc. ng ch tch Unilever, cho bit: "Mi quc gia c nhng c im ring: nhn chng hc, a l, vn ho... Chng ti khng th p dng k hoch xy dng mng li bn hng Philippine, t nc c hng nghn hn o nh, hay sao chp kinh nghim bn thc phm th trng Indonesia, ni phn ln dn khng n tht ln. Chnh v th chng ti phi dnh thi gian hiu r vn ho, tm sinh l ca mt t nc khi quyt nh u t"

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Mun t duy nh ngi Vit Nam, Unilever la chn i ng lnh o c kh nng thch ng cao, nhy cm trc cc vn mang tnh vn ho, kin tr v quyt tm pht trin i ng cn b nhn vin ngi Vit Nam. Ngay t nhng ngy u, ngi Vit Nam gi nhng vai tr qun l cao cp then cht to thun li cho qu trnh tm hiu v ho nhp ca Cng ty v to mi trng a phng. Ngoi 1500 nhn vin Cng ty, Unilever ang to ra 5.500 cng n vic lm cho cc bn th ba. H cung cp khong 40% sn lng, 20% nguyn liu v 87% vt liu bao b cho tp on. Mc tiu ca Unilever l to ra mi trng cng c li cho cc doanh nghip bn th ba. Unliever h tr v vn, cng ngh, kim sot cht lng, cc tiu chn an ton v mi trng cho nhiu hng sn xut v cc nh cung ng. X nghip ho M phm Bicico, nh cung cp kem git cho Unilever, c h tr v vn v cng ngh xy dng nh my sn xut cht ra dng lng nm 1997 v nh my k tip nm 1999. Nh vy, trong 5 nm qua, sn lng ca x nghip tng gn 8 ln (23.000 tn nm 2000), doanh s tng gn 16 ln (285.000 USD nm 2000). i vi 76 nh cung ng nguyn liu v 54 nh cung ng bao b (tng doanh s 34 triu USD), Unilever xc nh cc tiu chun cht lng, thit lp u vo cng ngh v h tr ti chnh m bo s tng trng. Trong mng li phn phi, cc i l bn bun, bn l trc kia c chuyn i thnh cc nh phn phi bao qut hn 100.000 a im bn l trn ton quc. Unilever s dng h thng bn l a c sn phm n tn vng xa mt cch nhanh chng v tin cy. Unilever h tr cc nh phn phi bng cc khon cho vay mua xe c, cc chng trnh o to bn hng. Nhn bit c th mnh ca cc doanh nghip trong nc, Unilever tip cn h trn tinh thn "cng sinh", chia s thnh cng thng qua hp tc, nh vy tp on c th gi c cc hot ng gn

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nh, c hiu qu v chi ph v linh hot trong vic s dng cc ngun ti chnh ca tp on. Unilever l Cng ty quc gia trong lnh vc sn xut cc sn phm ty ra, chm sc c nhn v thc phm u tin u t vo Vit Nam vi 4 d n cng ngun vn u t hn 100 triu la M. y cng l mt trong nhng Cng ty nc ngoi u tin c Th tng Chnh ph tng bng khen v nhng thnh cng trong lnh vc v nhng ng gp v mt x hi. T nm 1995 n nay, sau 8 nm hot ng, mc ng gp vo ngn sch tng gp 13 ln tng ng vi 130 t ng/ nm. Thnh cng ca cc doanh nghip ca Unilever chnh l nh s hiu bit su sc th trng Vit Nam v a phng ho cc hot ng sn xut kinh doanh nh kt hp thnh cng cng thc quc t vi cht lng Vit Nam, trong s dng ti 60% nguyn vt liu v 100% bao b sn xut trong nc. Ngoi 1.800 nhn vin, Cng ty cn to vic lm cho hn 5.500 lao ng v tinh. Trong 8 nm qua, Unilever cng dnh 20 t ng ti tr cho cc hot ng pht trin x hi v nhn o. Khng ch l nh ti tr cho i tuyn quc gia Vit Nam, ti tr gii v ch bng quc gia nm 2001, hng nm Cng ty cn t chc ngy hi bng ca mnh nhm tng cng s giao lu hiu bit v hp tc gia cc thnh vin, cc i tc, cc nh phn phi cng sn xut v kinh doanh thnh cng hn. Unilever Vit Nam c 5 nh my H Ni, C Chi, th c v khu cng nghip Bin Ho, Cng ty c h thng phn phi bn hng trn ton quc thng qua hn 350 nh phn phi v hn 150.000 ca hng bn l. Hin nay Cng ty t mc tng trng khong 35 - 40% v tuyn dng hn 2000 nhn vin. Ngoi ra Cng ty hp tc vi nhiu nh my x nghip ni a trong cc hot ng sn xut gia cng, cung ng nguyn vt liu sn xut v bao b thnh phm. Cc hot ng hp tc kinh doanh ny gip

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Unilever tit kim nhiu chi ph nhp khu, h gi thnh sn phm, v ngc li gip cc i tc Vit Nam pht trin sn xut kinh doanh, m bo thu nhp cho nhn vin v to thm khong 5500 cng n vic lm. Ngay sau khi i vo hot ng, cc nhn hng ni ting th gii ca Unilever nh OMO, Sunsilk, Clear, Lifebuoy, Lux, Dove, Ponds, Close Up, Cornetto, Padle Pop, Lipton, Knorr... Cng vi cc nhn hng truyn thng ca Vit Nam l Viso v P/S c gii thiu rng ri, c ngi tiu dng Vit Nam tn nhim, nh gi cao, v lun dn u trn th trng. y l kt qu ca nhng n lc khng ngng ca Cng ty trong hot ng nghin cu pht trin sn phm c cht lng cao, pht huy sc mnh ca cc sn phm truyn thng (du gi B kt, kem nh rng mui), xy dng h thng phn phi cung ng phc v tin li cho ngi dn mi ni, p ng kp thi nhu cu v th hiu ca ngi tiu dng Vit Nam. Unilever lin tc tng cng ng gp vo cc hot ng x hi, hot ng nhn o v pht trin cng ng; trong 5 nm u thin nin k mi Cng ty cam kt ng gp trung bnh 2 triu la (30 t ng) mt nm cho cc chng trnh h tr pht trin cng ng. Tnh n nay, Cng ty ginh hn 70 t ng cho cc hot ng h tr cng ng- x hi, ch yu tp trung vo cc lnh vc y t, gio dc, xo i gim ngho, v phng chng thin tai. Cng ty kt hp vi B y t, B gio dc v o to cng cc c quan ban ngnh a phng thc hin h tr cc chng trnh gio dc bo v rng ming, phng chng bnh phong, gio dc v sinh gia nh. Xy dng trng hc, cung ng hc bng, h tr o to gio vin dy ngh, cu tr cho cc a phng b thin tai, tr cp hng thng thng xuyn cho cc m Vit Nam anh hng, ti tr cho cc chng trnh vn ho truyn thng th thao, vui chi gii tr.

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Kho lun tt nghip 2. M hnh t chc v c ch hot ng ca Unilever Vit Nam


C ch hot ng ca cc b phn trong Cng ty Unilver Vit Nam l ngi gim c c s gip ca cc phng ban trong vic nghin cu, bn bc, tm gii php ti u cho nhng vn phc tp. Tuy nhin quyn quyt nh vn thuc v gim c. Nhng quyt nh qun l do cc phng chc nng nghin cu xut. Khi c gim c thng qua, mnh lnh c truyn t t trn xung di theo quy nh. Cc phng chc nng c trch nhim tham mu cho ton h thng. Mi phng c nhim v v quyn hn ring, c cc mt hot ng chuyn mn c lp. Tuy nhin cc phng ban ny c mi lin h qua li ln nhau, T , tng hiu qu sn xut kinh doanh ca Cng ty. Vi c ch hot ng nh trn va pht huy tnh c lp sng to ca cc phng ban chuyn mn, cc b phn chc nng, va m bo tnh thng nht, tp trung ca ton b h thng t chc gip cho t chc hot ng hiu qu. B my hot ng Marketing ca Unilever Vit Nam
Trng phng

Ph trng phng

Ph trng phng

T d Nguyn n

T vn Show phng Th Hngnc Giang room ngoi

T - 42 - bn hng 1

T gim T bn Lp: Nht st - K37 1 bn hng 2 hng

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Vic t chc b my hot ng nh trn l tng i hp l v c hiu qu. Phng Showroom nhn yu cu qua in thoi, ghi li cc thng tin v khch hng nh tn, a ch, s in thoi, s fax gii thiu cho khch hng v b my khi h n trc tip v gii p mt s yu cu khch hng cn. Sau phng Showroom lu li thng tin v khch hng v chuyn cho t bn hng.T bn hng lm nhim v Marketing, n trc tip vi khch hng gii thiu v sn phm, thuyt phc h i n hnh ng mua. Cc t bn hng c phn theo a bn hot ng, bn cnh cn c t d n chuyn v vic qun l cc d n u thu ln, t vn phng nhn chuyn ph trch mng cc vn phng Cng ty ca Nht Bn. Gip vic cho trng phng c ph phng ph trch vic qun l t d n v phng Showroom, trng phng qun l cc t chc bn hng. C cu hot ng nh trn va pht huy tnh nng ng, sng to ca nhn vin va c th gim st hot ng ca nhn vin mt cch cht ch, to nn thi lm vic nghim tc v hng ti hiu qu.

3. Chin lc Marketing chim lnh th trng ca Unilever Vit Nam.


3.1. Chin lc tip cn th trng v tm i tc. Ngi tiu dng cng nh cc doanh nghip Vit Nam c dp tm hiu khi qut v tp on ni ting Unilever v nhng thnh cng ca h ti th trng Indonesia. hiu r hn v phng thc hot ng v thnh

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cng ca Unilever, ta s cp n qu trnh thm nhp vo th trng Vit Nam v b quyt trong chin lc Marketing ca tp on ny Vit Nam. Cc sn phm ca Unilever, ban u, ch xut hin th trng Vit Nam thng qua vic nhp khu ca cc Cng ty ngoi thng Vit Nam. Mt trong nhng Cng ty l Cng ty xut nhp khu nng sn v tiu th cng nghip B Ra - Vng Tu, vit tt l Vng Tu Sinhanco. Thng qua nhng thng v lm n gia hai bn, Unilever rt tn nhim Vng Tu Sinhanco, v t mi quan h , Thng 9/1994 hng Unilever u nhim Vng Tu Sinhanco lm i l c quyn phn phi cc sn phm m phm ca Unilever quc t ti Vit Nam. Nh vy, bng vic u nhim ny, Unilever chnh thc thm nhp vo Vit Nam t 9/1994. Sau mt thi gian nghin cu th trng, qung co v phn phi thnh cng sn phm ca mnh, hng Unilever nhn thy tim nng to ln ca th trng Vit Nam v quyt nh khng ch dng li vic phn phi qua i l c quyn m cn phi tin xa hn l tm i tc, xy dng nh my sn xut v tiu th ti Vit Nam. Unilever khn kho s dng trit mi quan h vi Vng Tu Sinhanco tm i tc sn xut v tm c 2 i tc quan trng, sn sng lin doanh vi Unilever l Nh my x phng Viso-TP. HCM v Nh my x phng Haso- H Ni. y l hai doanh nghip ln ca Vit Nam trong lnh vc sn xut v phn phi ho m phm, c v tr v th phn ng k trn th trng min Nam v min Bc. u nm 1995, Uinlever quc t ng thi k hai hp ng lin doanh vi hai Nh my ni trn v i tn thnh Lever -Viso v Lever- Haso vi tng gi tr u t trn 10 triu USD. V mt nhn s, c mt Tng gim c quc tch Php, hai ph Tng gim c Vit Nam mt gim c Marketing quc tch n . Cp di l cc nhn vin vn phng Marketing, bn hng v cng nhn trc tip sn xut.

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Ngay sau khi k hp ng lin doanh, Lever- Haso v Lever-Viso nhanh chng xy dng nh my, lp t dy chuyn hin i v cui nm 1995 tung ra th trng hng lot sn phm ht sc phong ph v a dng nh: Bt git Viso, Jop, Vic, kem git Viso, x phng Lux, x phng Lifebuoy; du gi u Sunsilk, du tr gu Clear... Cht lng ca cc sn phm ny khng thua km cc sn phm ch to t Cng ty m mc d ban u gi c vn gi nguyn nh gi ca sn phm ngoi nhp, lng hng bn ra trn th trng ca Cng ty vn m bo, thm ch cn tng hn trn th trng H Ni v cc tnh pha Bc. Trong cha y 2 nm thm nhp vo Vit Nam, tp on Unilever thu c nhng thnh cng bc u quan trng v cc tc tng doanh s v m rng th phn. Mt nhn vin i din cho Unilever quc t ti H Ni cho bit, trc kia, khi Vng Tu Sinhaco lm i l c quyn th doanh s bn hng trong c nc l 3 t VND/ thng trn ton quc. n u nm 1996, doanh s ch ring ton min Bc t 4-5 t VND/ thng v hin nay con s ny khong 8-10 t VND/ thng. Thnh cng ny l m c ca nhiu doanh nghip. Di gc Marketing, c th tm thy b quyt thnh cng ca Unilever hi t cc im c bn sau: Unilever mnh dn chi ph ln tin hnh nghin cu th trng bng phng php kho st thc t (vi s tr gip ca Cng ty Sinhanco) nh thu nhp c thng tin kp thi, chnh xc nh gi c lng cu v tp tnh mua hng ca ngi Vit Nam, t vch ra c k hoch sn xut kinh doanh v danh mc sn phm ti u. Qua phng php nghin cu thc t ny, Unilever tm c hai i tc ph hp l Haso v Viso, t vic sn xut kinh doanh sn phm Unilever ngy cng ln mnh. 3.2. Chin lc sn phm.

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Unilever thc hin c a dng ho sn phm bng vic a ra hng lot cc sn phm khc nhau nh : Viso, OMO.... Trong mi loi sn phm m Cng ty lin tc a ra th trng lun c tnh nng mi, hng v mi cng vi mu m bao b mi. Chng hn trong sn phm x phng OMO, Cng ty a thm sn phm OMO ty an ton vi tnh nng lm trng qun o m khng lm hi da tay, bao b mu xanh. Vi sn phm x phng thm Lifebuoy: Cng ty a ra loi x phng hng to mi. Cc loi sn phm khc nh: Clear, Sunsilk cng lun c sn phm mi c tung ra p ng nhu cu ca th trng. V bao b ca cc loi sn phm: bao b ca tt c cc loi sn phm ca Unilever u c lm t nhng cht liu tt bo qun c sn phm lu di, bao b c trnh by rt p bt mt ngi tiu dng v lun c thay i trnh hng gi, hng nhi. Trong mi loi sn phm, bao b cng c nhng loi kch c khc nhau ph hp vi nhu cu tiu dng ca ngi dn V d: sn phm OMO c ng trong ti 500g, 1kg.. ;du gi u Clear c ng trong hp 100ml, 200ml..;tng t nh vy cc sn phm khc cng c ng trong nhng bao b kch c t nh n ln. V cht lng sn phm: cc sn phm ca Unilever c sn xut vi cng ngh tin tin em li cht lng cao. Ngun nguyn liu sn xut cc sn phm cng c chn lc k cng. Bn cnh cc sn phm ca Unilever cng c nghin cu trnh gy cc phn ng ph cho ngi tiu dng: kem dng da khng gy d ng, x phng khng gy hi da tay, du gi khng lm kh cng tc... S a dng v chng loi sn phm, a dng v mu m, bao b, sn phm c cht lng cao gip Cng ty Unilever trnh c nhng bin ng ca th trng, duy tr c th phn, tng doanh s. 3.3. Chin lc gi c

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Unliever rt ch trng n chin lc gi c, do vy cng ty xy dng chnh sch gi c hp l nhm khuyn khch cc nh bn bun, bn l v ngi tiu dng. Mc ch ca Cng ty l p dng mc gi nhm duy tr th phn trn th trng v tip tc m rng th trng. Trong cng mt loi sn phm cc sn phm khc nhau c mc gi khc nhau ,tu theo tnh nng. V d OMO ty an ton t hn OMO thng thng. Vo nhng dp l tt trong nm Cng ty Unilever cng p dng mc gi khuyn mi. Cc hnh thc m Cng ty p dng l trong cng mt sn phm nhn c khi lng sn phm ln hn. V d mc gi OMO ngy bnh thng l 7.500/ 1 ti 500g, nhng vo dp k nim 30/4 ngi tiu dng nhn c 1 ti 600g, nhng vn vi mc gi 7.500. Hoc l hnh thc vi mt ti OMO 500g c mc gi l 7.500 nhng vo dp 8/3 ch c 6.500. Ngoi ra, khch hng mua vi s lng ln c gim gi. Gn y, Unilever s dng chnh sch tn cng ( Pentration Pricing) thng qua gim gi 30% hu ht cc sn phm trn th trng. Chnh sch gi tn cng ny gip Unilever m rng th trng v tip tc tng doanh s hn na. 3. 4. Chin lc knh lung phn phi. Unilever chn knh phn phi gin tip (qua trung gian) nn tn dng c c s vt cht v con ng ca cc i l v cc nh bun, gim chi ph bn hng. Cng ty khng c ca hng chuyn doanh ch bn cc sn phm ca Unilever; m cc sn phm ca Unilever c bn trong cc ca hng, trong siu th. Cc sn phm ny c bn ln vi cc loi sn phm khc nh: ru bia, bnh ko Cng vi s pht trin ca sn xut, Unilever chuyn t chin lc phn phi c quyn (Exclusive distribution) sang chin lc phn phi

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mnh (Intensive distribution), t thc y bn hng trn ton lnh th Vit Nam. Cng ty Unilever c i ng nhn vin kinh doanh v s lng ln cc xe ch hng thng xuyn i n cc ca hng bn l cung cp hng kp thi. Vic b ch hai nh my H Ni V TP.HCM m bo cho vic cung cp sn phm kp thi hn; gim chi ph vn chuyn trong iu kin giao thng vn ti Vit Nam cn nhiu kh khn; h gi thnh, tng sc cnh tranh ca sn phm. 3. 5. Chin lc yn tr Marketing. Kt hp linh hot trong vic qung co bng cc loi hnh, phng tin khc nhau. Trn TV, Unilever a ra cc chng trnh qung co c dn dng cng phu, hnh nh p, gy c n tng cho ngi xem. Unilever cn qung co mnh trn i bo v cc Pan ngoi tri (Billboard), c bit trong cc chin dch qung co ln, Unilever thng c mt lc lng rt hng hu m nhn vic biu sn phm n tn tay ngi tiu dng. Cch thc ym tr Marketing nh vy chim c s cm tnh ca ngi Vit Nam, to nn uy tn v hnh nh tt p ca Cng ty i vi ngi tiu dng. Tm li, thnh cng ca Unilever l bi hc thc t i vi cc doanh nghip Vit Nam trong vic phi hp hi ho 4 yu t ca Marketing mix l: Sn phm (Products), gi c (Price), knh lung phn phi (Place) v ym tr (Promotion). * Vic phn on th trng. D mi c thnh lp tui i hot ng mi ch c 8 nm nn Unilever Vit Nam vn l mt cng ty tr. S nhn vin lm cng vic Marketing rt ng, vic tm hiu th trng c lm rt chun xc. Sn phm m Unilever sn xut l hng thit yu nn lng tiu th rt nhiu.

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Vic tm hiu nhu cu v phn on th trng mi c th gip cng ty to ra c cc khc th trng mc tiu ca mnh v tin hnh tm hiu cc c trng ca on th trng . Cn c vo cc c trng va khm ph ra c cc quyt nh v cng c v phng thc Marketing ph hp tc ng ln khch hng v kch thch h hng ti s dng sn phm mang nhn hiu ca mnh. * Chin lc nh v: Th phn sn phm ca Unilever Vit Nam chim a s khong 42%, tip sau l P & G khong 40,57; cn li l cc hng khc. Theo d on th trong thi gian sp ti th phn ca Unilever s tng cao hn. * Chin lc tn cng: Vi v tr l ngi dn u th trng th chin lc tn cng ca Cng ty c th l m rng ton b th trng hoc bo v th phn. m rng ton b th trng Cng ty c th pht hin ra ngi tiu dng mi hoc pht hin ra cng dng mi. C hai kh nng u rt kh thc hin bi v pht hin ra ngi tiu dng mi l tm ra nhng ngi cha bit n sn phm hoc nhng ngi khng mua v gi cao. Vic m rng th trng ton b ngha l hng ti nhng ngi cha bit sn phm ca Unilever l g ch khng phi l vic m rng th trng hin ti. Nhng sn phm m Unilever Vit Nam l thit yu trong cc gia nh v him ai li khng bit n. Cn xt v gi c th cng ty cung cp rt nhiu loi sn phmvi chng loi a dng v gi c khc nhau, p ng cc kh nng ti chnh khc nhau ca khch hng. Do vy vic gim gi cng l bin php hiu qu thu ht cc khch hng mi. Chin lc th hai l bo v th phn, v v tr dn u rt hp dn v cc i th cnh tranh lun lun nhm ng. l vic Cng ty phi lun canh trng v tr ca mnh. Cc chin lc dng bo v th phn c th

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c p dng l bo v v tr, bo v sn, phng th ph u, phng th phn cng, phng th c ng v phng th co cm. bo v th phn ca mnh Unilever lun p dng chin lc bo v v tr tc l khng cho i th xm phm n lnh a ca mnh, khng bao gi khch hng s dng sn phm ca mnh li chuyn sang s dng sn phm khc. Mc ch ca Cng ty l U--> U tc l Unilever to Unilever hay ngi ang s dng sn phm ca Unilever s tip tc s dng sn phm ca Unilever. bo v v tr ca mnh, Cng ty tng cng s dng Marketing quan h vi khch hng thng qua cc cuc in thoi thm hi v cc cuc ving thm ca t chm sc khch hng v tnh trng s dng sn phm. Chin lc th ba bo v th phn ca mnh, Unilever khng ngng m rng chng loi sn phm p ng nhu cu phong ph a dng ca khch hng, t cc loi sn phm ty ra n cc sn phm lm p, Unilever lm nh vy l nhm khng cho i th cnh tranh khc chen chn vo h tr v t lm bn p tn cng sang cc a bn khc. Bn cnh bo v tch cc th phn ca mnh Unilever cn p dng chin lc phng th c ng tc l tri rng vng lnh th hot ng ca mnh. Cng ty khng nhng sn xut sn phm chnh l du gi u, x phng tm, bt git m cn m rng sang cc sn phm khc nh kem Wall... Nhng Cng ty khng m rng mt cch qu mc, gy phn tn lc lng m sn phm ch yu vn l du gi u, x bng, bt git v thc phm. Chin lc th ba ca ngi dn u th trng l m rng th phn nhm tng cng kh nng sinh li hn na. V vy, chin lc t ra ca Cng ty l O --> U tc l Other to Unilever hay chuyn nhng ngi ang s dng sn phm ca hng khc sang s dng sn phm ca Unilever. c c iu ny, Cng ty lm sao phi thuyt phc c khch hng l sn phm ca Unilever u vit hn hn so vi sn phm ca cc i th

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cnh tranh. y cc cng c cnh tranh c tung ra mt cch mnh m nh cht lng sn phm, dch v, knh phn phi, uy tn, hnh nh nhn hiu nhn s v mc ph bin trn th trng nhm tc ng ln khch hng; h chuyn sang sn phm ca Unilever t tng th phn ca mnh ln. nh v sn phm Sau khi xc nh c chim lc tn cng, Cng ty phi xy dng chin lc nh v sn phm. xy dng c chin lc nh v Cng ty cn xc nh s khuch trng bao nhiu im khc bit v nhng im khc bit no, sau truyn b v tr ca Cng ty. Trc ht Cng ty cn xc nh v tr m Cng ty mun truyn b. Hin nay Unilever mun xc nh v tr ca mnh l sn phm c cht lng cao v dch v hon ho. Nhng Cng ty cn phi phi hp rt nhiu yu t. trc ht, cn phi xc nh yu t hu hnh m s l nhng cn c khch hng xt on cht lng, chng hn nh: du gi u ca Unilever lm en tc v tng ng ca mi tc. Mt khc cc bin s ca Maketing-mix cng l yu t b tr cho hnh nh cht lng cao. Phng thc phn phi, qung co, khuyn mi, danh ting ca nh sn xut cng gp phn vo s nhn thc v cht lng i vi khch hng. T , Cng ty s phi xem xt s dng cc bin s Maketng-mix v cc cng c cnh tranh nh th no truyn b hnh nh nhn hiu v ca Cng ty. Trong chnh sch bn hng ca Cng ty, phn phi sn phm khng p dng chnh sch khuyn mi cao qu m ch nhn mnh vo vic khch hng phi c s dng cc sn phm thun tin, cht lng tt. Do ch vo vic cung cp dch v hon ho cho khch hng nn cc i l c hng rt nhiu chnh sch u i. V sn phm, Unilever c h thng danh mc sn phm kh a dng v phong ph nhm cnh tranh vi P&G.

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Kho lun tt nghip 4. Thc trng ti chnh v hiu qu kinh doanh ca Unilever Vit Nam.
4.1. Tnh hnh ti chnh Unilever Vit Nam c khong 12.000.000 USD ch yu nm trong 3 doanh nghip c phn b nh bng sau: Bng 1: T l vn u t ca Unilever Vit nam n v tnh: Nghn USD
Vn t USD) Lin doanh Lever 56.3 VN (1995) (*) LD Elida P/S 17.5 Best 37.1 55% 100% u Phn (triu vn Unilever 67% gp a im ca Hanoi/ HCMC HCMC HCMC Sn phm chm sc gia nh, chm soc v sinh cc nhn v cc cht ty ra Sn phm chm sc gia nh Kem, tr, thc phm Lnh vc hot ng

(1996) Unilever

Foods VN(1996)

Ngun: Theo Ti liu tng kt u t ti Vit Nam ca Cng ty-1996

Cho n nm 2000 v 2001 ta c bng tng kt ngun vn nh sau: Bng2: Bng tng kt ngun vn ca Unilever Vit Nam n v tnh: Nghn USD
Nm Ch tiu 2000 S tin T trng 2001 S tin I. Tng ngun vn 1. N phi tr 1. N ngn hn 136600 9600 89200 100 91,1 72 17030 12530 11760 100 89 65,4 33700 30700 28400 30 27,1 18 -2,1 -6,6 T trng 2001 so vi 2000 S tin T l T trng

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2. N di hn 3. N khc 3200 2200 19,1 0,0008 5 II. Ngun vn CSH 42000 8,3 4500 11 3000 74 2,7 450 320 6 17,6 1300 1000 -59 397 -13,1 17,6

Ngun: Theo Bo co tng kt nm ca Cng ty nm 2000-2001 Qua bng trn ta thy ngun cng n phi tr nm 2001 tng nhiu so vi nm 2000. Chng t doanh nghip tn dng c vn t bn ngoi. Ngun vn CSH ca doanh nghip nm 2001 nhiu hn nm 2000 chng t kh nng t ch ca doanh nghip khng ngng cng c v vng chc, hiu qa hot ng kinh doanh tng ln. Tnh hnh ti sn ca Unilever nm 2000 v 2001. C cu ti sn phn nh c cu u t, c cu u t li ph thuc vo chc nng v nhim v ca Cng ty. Tnh hnh ti sn ca Cng ty Unilever th hin bng sau.

Bng 3: Bng tng kt ti sn ca Unilever Vit Nam n v tnh: Nghn USD


Nm Ch tiu Tng ti sn I. TSL v TNH 1. Tin 2000 S tin T. trng 2001 S tin T. trng 136600 119400 14230 100 69 4,3 25,4 17030 15545 2994 5620 100 69,5 2,9 22,7 33700 36050 15710 12990 31 31,6 11,29 7,96 0,5 1,4 -2,7 2001 so vi 2002 S tin T l T. trng

2. Cc khon phi 43210 thu 3. Hng tn kho 4. TSL khc II. TSL v TNH 50120 4840 17200

32,8 6,5 31

5711 1220 1485

26,7 17,2 30,5

16990 -7360 -2350

6,5

-6,1

237,28 10,7 29,5 -0,9

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1. TSL 17200 31 485 29,5 -2350 49,5 3,5

Ngun: Theo Bo co tng kt ca Cng ty nm 2000-2001 Qua s liu trn t thy tng ti sn 2001 tng hn so vi nm 2000. iu nh gi rng quy m v vn ca Cng ty tng ln r rt, c s vt cht ca Cng ty c tng cng. Ti sn lu ng v u t ngn hn chim t trng ln.

4.2. Hiu qu kinh doanh ca Unilever Vit Nam. Bng4: Bng bo co kt qu kinh doanh ca Unilever Vit Nam n v tnh nghn USD Ch tiu 1. Doanh thu - Tng doanh thu - Doanh thu thun 2. Chi ph kinh doanh 3. Np ngn sch - Thu doanh thu - Thu nhp khu 4. Li nhun - Trc thu - Sau thu 32300 219640 54500 37060 0,8 - 54 21100 143480 0,8 35650 18300 606600 27930 31210 29300 392150 356500 324200 606600 552100 312100 291000 2000 2001 6 thng u nm 2002

5. Thu nhp bnh qun ngy / 0,6

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thng Ngun: Theo Bo co tng kt ca Cng ty nm 2000-2001 Nhn vo bng bo co kt qu kinh doanh ca Cng ty cho ta thy kt qu kinh doanh ca Cng ty tng rt nhanh. Nm 2001 tng gp i so vi nm 2000. Nguyn nhn c th l do nm 2000 xy ra cuc khng hong ti chnh tin t khu vc ng Nam , lm cho ng USD tng cao v khng n nh, gy ra tm l lo lng cho cc ch i l ln i din cho Unilever. Cc khon thu np ngn sch nh nc khng ngng tng ln do li nhun ca Cng ty cng tng ln qua cc nm. Nm 1997 l 21967 nghn USD th nm 2001 l 37060 nghn USD v su thng u nm 2002 l 14348 nghn USD. iu ny khng nh c cng vic kinh doanh ca Cng ty ngy cng pht t.

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Chng III Mt s kin ngh v gii php nhm tng cng cnh tranh chim lnh th trng Vit Nam
I. Mc tiu kinh doanh ca Cng ty Unilerver trong thi gian ti.

kh nng

ca Cng ty UniLever

Mc tiu th nht, trong thi gian sp ti mc tiu ca Cng ty Unilever l tip tc dn u th trng. Mt cng ty c th theo ui chin lc ti a ho th phn bi v h cho rng li nhun lu di s t c nh vo hiu qu gia tng theo quy m. t c mc tiu ny Cng ty phi thc hin gi thp ti mc ti a cho php, ginh th phn ln, phn u h gi thnh v gim chi ph. Mc tiu ny ph hp v th phn rt nhy cm vi gi v gi thp s kch thch th phn tng trng. Hn na, gi thp s kch thch cnh tranh thc t v tim n. Mc tiu th hai, l to li th cnh tranh bo v v tr ca mnh hoc nng cao hn na v th ca mnh nhm bp cc i th cnh tranh. Mc tiu cui cng ca vic to li th cnh tranh cng l thu ht

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khch hng v pha mnh t i th cnh tranh. Khi thu ht khch hng v pha mnh th tt yu th phn ca Cng ty s tng ln. Hin nay Cng ty Unilever c h thng knh phn phi s khp cc tnh thnh ph ton min Bc v Nam m cc Cng ty khc ang m c. Cc i th cnh tranh mun c c knh phn phi nh vy th cc k tn km v kh nng kh m thc hin c. Bn cnh c c cht lng dch v nh Cng ty Unilever Vit Nam hin nay th cn phi c s lng cc nhn vin chm sc khch hng ln v phi mt chi ph o to tn km.V vy trong thi gian ti Cng ty ch trng u t vo o to v pht trin i ng nhn vin c trnh cao p ng cho cc chin lc cnh tranh trn th trng ca Cng ty.
II. Chin lc cnh tranh.

Hin nay chin lc bo v th phn v tch cc m rng th phn ca Cng ty Unilever Vit Nam l kh hp l. Nh ta thy mc tiu t ra ca Cng ty l U -> U hay Unilever to Unilever, y l vic bo v th phn v O -> U hay Other to Unilever l m rng th phn hin ti. y l chin lc rt tch cc i hi n lc ln lao ca tp th ton Cng ty, bi v bo v c th phn hay gi c khch hng th cn phi tng mc Cng ty u n lc lm cho khch hng vui lng bng cch to ra chui gi tr cho h. Mt chui gi tr m Cng ty cung cp cho khch hng bao gm rt nhiu cc gi tr thnh phn khc nhau m mi b phn trong Cng ty to ra. iu ny th hin trong s sau: Bng 5: S chui gi tr chung
Gi tr gia tng

Cc hot ng h tr

hi lng m iu ny ch c th lm c khi tt c cc thnh vin trong

C s h tng ca Cng ty Qun l ngun nhn lc Pht trin cng ngh Cung ng

Gi tr gia tng

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Cc hot ng ch cht

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Hu ni b cn Sn xut Hu ngoi Marketing Dch v

cn bn bn hng

Th trng m cng ty Unilever Vit Nam tham gia l th trng cnh tranh gia nhng ngi bn. V vy tt c mi b phn u phi phc v khch hng tt nht. Ch cn thi ca nhn vin k ton khng tt, hay cho khch hng phi i lu trong vic thanh ton tin, hoc sai st trong ho n lm gim i hnh nh tt cho Cng ty, hoc khch hng phi ch i qu lu nhn hng khi cng vic li ang ang gp rt... Nhng iu trn s lm gim s hi lng ca khch v hu qu li c th l khch hng s b Cng ty v quay sang s dng sn phm ca i th cnh tranh. Nh vy mc tiu ca Cng ty s tht bi v vic kinh doanh s khng th ct cnh c. Bn cnh i vi tng loi khch hng ta s c nhng chin lc c th thch hp. i vi nhm khch hng c lng trung thnh vi Cng ty Ulinever th cn phi tip tc gi vng v cng c lng trung thnh ca h. Vi khch hng hn hp th Cng ty cn tm cch li ko khch hng ca i th cnh tranh bng nhng cng c cnh tranh. Vi nhng khch hng khng trung thnh vi mt nhn hiu no th Cng ty cn to dng lng trung thnh bng s tho mn v nhng ro cn li ch (s trnh by mc VII). Cui cng vi nhng khch hng cha s dng sn phm nhng s s dng th Cng ty nn tm cch gii thiu sn phm v to dng hnh nh sn phm ca Cng ty trong tm tr h. Nh vy i vi tng loi khch hng Cng ty s c tng chin lc thch hp tc ng.

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Bng 6: S xy dng chin lc marketing

La chn khch hng mc tiu - Cc i l kinh doanh trn a bn ng dn c c bit l cc thnh ph ln

Chm sc khch hng Cn khuych trng bao nhiu im khc bit

Xy dng chin lc nh v

La chn mc tiu kinh doanh


- Dn u th phn - Dn u cht lng - Ti a ho li nhun ngn hn - Dn u chng loi hng ho - To li th cnh tranh

Xc nh chin lc cnh tranh


- Bo v th phn hin ti - M rng th phn hin ti

Khuych trng Bn hng nhng im khc bit no

III. Gii php Xy dng chin lc nh v sn phm ca Uniliever Vit Nam.

Truyn b v tr

cng c v tr dn u ca mnh, Cng ty cn xy dng chin lc sn phm nh v nhm gy dng hnh nh trong tm tr khch hng mc tiu. Cc bc tin hnh xy dng chin lc nh v nh sau:

1. Cn khuych trng bao nhiu im khc bit?


Sn phm ca Cng ty Unilever Vit Nam hin ang chim th phn ln nht ti Vit Nam. t c thnh cng t hn Cng ty nh

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v cho sn phm ca mnh rt su m trong tm tr khch hng. Ni n Unilever th c l tt c ngi dn Vit Nam ngh ngay n sn phm chm sc c nhn cht lng cao v c bo m di mt hng c uy tn ln. Nhng vn cn rt nhiu ngi i ngang ng nhn thy bin qung co Unilever v suy ngh khng hiu y l hng g? Hoc ch lm vo bin qung co mi bit l nhn hiu ca sn phm chm sc c nhn, mc d c khi hng ngy h tip xc vi cc sn phm ny rt nhiu. V vy, mun thnh cng trc ht phi cho cng chng hiu bit v sn phm ca mnh t nht l phi bit n l sn phm g v nhn hiu nh th no? Sau l u im ni tri ca n ra sao? Nh vy phi c chin lc nh v r rng v c th. xy dng chin lc nh v th cng vic u tin l phi xc nh xem Cng ty nn khuych trng bao nhiu im khc bit cho sn phm ca mnh. L sn phm c cp chng ch ISO 9000. y l nhng bng chng tin cy v cht lng sn phm ca Unilever. hp dn khch hng hn na Cng ty c th to s khc bit v dch v. V vy s khc bit m Cng ty cn nh v c th l "sn phm s mt" v "dch v hon ho nht". im ct li y khng phi l ni ra ci g v ni nh th no m phi lm c vic y v phi lm tt nht, bi v khi nh v mt c im th Cng ty phi l ngi dn u v c im . Tuy nhin Cng ty cng khng nn to qu nhiu im khc bit, v nh vy s lm long tm tr ca khch hng trong khi phi tip xc vi hng lot cc thng tin v qung co; thm ch nu nhiu im khc bit qu s b cng chng nghi ng v nhn hiu . V vy, thit ngh i vi sn phm ca Unilever cn khuych trng hai im khc bit l "cht lng sn phm cao nht" v "dch v sau bn hng hon ho nht", hai c im ny kh hp dn th trng.

2. Truyn b v th ca sn phm. Nguyn Th Hng Giang


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Sau khi xc nh c cc c im khc bit ca sn phm th ngi cn n im khc bit l cng chng mc tiu. V vy cn phi truyn b v tr n cng chng, trong Marketing c cu ni "lm kinh doanh m khng qung co c khc no nhy mt vi mt bn gi trong bng ti, ch c mnh bn ang lm g, ngoi ra chng cn ai bit" Stwart.H. Britt. V vy chng ta phi nh n cc cng c xc tin hn hp truyn b sn phm ca Cng ty cng chng bit v hnh nh ca nhn hiu. Cc cng c ca xc tin hn hp bao gm: qung co, xc tin bn, bn hng c nhn v quan h cng chng. Khi m khch hng cha bit chng ta th ta cn to s hiu bit ca khch hng i vi sn phm, nhn hiu v Cng ty. Cng c to ra s hiu bit l qung co. Trong giai on u ny, mc tiu ca qung co l to s hiu bit ca cng chng v nhn hiu, sn phm. Do phng tin qung co l truyn hnh c th l c hiu qu. Trong giai on ny phi tnh ton tn sut ca qung co ra sao cho khch hng ghi nh c hnh nh nhn hiu. Nu qung co vi tn sut thp s khng lng khch hng ghi nh, nh vy s km hiu qu. Sau khi khch hng bit n s tn ti ca nhn hiu th Cng ty c th qung co nhm mc ch l nhc nh cng chng. Trong giai on ny c th dng nhiu phng tin qung co ngoi tri, trn bo. Chi ph cho vic qung co ny khng phi l nh, nhng y l qu trnh u t di hn. Vic qung co ny khng ch c Cng ty Unilever c li m cc i l cc tnh khc cng c li nu Cng ty qung co trn cc knh trung ng v knh H Ni. V vy, nu Cng ty hp tt c cc chi nhnh, i l li trch ra mt khon tin nht nh c th chia theo t l s lng hng ho bn ra ra mc ng gp. Vic lm ny c li cho tt c cc bn ch khng g Unilever. Ngoi ra Cng ty cng nn h tr cc i l trong vic khuych trng nhn hiu, y mnh kh nng tiu th. Vic nh v sn phm ca Cng ty cn mt s tng hp ca tt c cc yu t cng to dng hnh nh ca nhn hiu mt cch thng nht trong

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c cc bin s ca Marketing-mix. Mt hng cht lng cao th cch phn phi phi nh th no? khch hng tin l dch v tt nht khp ton quc th h thng knh phn phi khng th ch lc c vi ba thnh ph ln c ..v...v. Do vy, tt c cc yu t: hnh nh nh sn xut hay uy tn ca h cng gp phn khng nh trong vic to dng hnh nh v sn phm trong Cng ty. Trong vn lu kho ca Cng ty hay xy ra tnh trng khan him hng ho, khch hng phi i lu; v vy Cng ty cn ch n nhu cu ca th trng xem loi chng loi sn phm no c tiu th nhiu nht. T sn xut s lng ln hn, tnh ton cc chi ph tnh ra s lng lu kho bao nhiu l ti u nht.
IV. Nhng gii php ch yu nhm nng cao kh nng cnh tranh chim lnh th trng ca Cng ty Unilever Vit Nam.

thc hin chin lc bo v th phn v m rng th phn hin ti. Cng ty cn s dng nhng cng c cnh tranh gi khch hng v nng cao hn na uy tn ca Cng ty. Mun t c iu Cng ty cn s dng cc cng c sau:

1.Sn phm.
D c ni hay p nh th no i chng na th mt sn phm ti khng th no mang li s hi lng cho khch hng m ch lm cho h xa lnh v ni ting xu v Cng ty cho bn b ngi quen. V vy cht lng l vn quan tm hng u ca khch hng v ca Cng ty. Nhng sn phm sn xut ra phi c kim tra cht lng, sn phm c m bo cht lng th Cng ty mi bn ra. V chin lc sn phm, Cng ty Unilever phi lun lun nghin cu v tip thu nhng tin b khoa hc trong qu trnh sn xut ra sn phm ca mnh. Cng ty khng c tho mn vi hin ti, v nu tho mn vi hin ti tc l t hi mnh. Nhu cu ca con ngi l lun mun i mi,

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trong cuc sng khng ai mun n mi mt mn n. Bi vy, cnh tranh c vi i th th phi lun ci tin , hin i ho sn phm hay a thm nhng tnh nng mi vo sn phm hin ti. B sung cho sn phm ca mnh nhng li ch khng ch tho mn khch hng m cn lm cho h tht s hi lng na. Cch lm hi lng l to thm cho sn phm nhng iu c th lm cho khch hng ngc nhin, bt ng. Chng hn, i vi sn phm x bng thm ngoi nhng hng thm hin c th cng ty c th b sung thm cc loi hng thm t nhin nh: Hoa Lan, Hoa LyTng t nh vy cc sn phm bt git, du gi u cng nn i mi v cc tnh nng mi hay cc hng v miCng ty cng cn ch ti vic thng xuyn ci tin mu m bao b v bao b phi c kch thc v hnh thc khc nhau p ng nhng s thch khc nhau ca ngi tiu dng. Tuy nhin, trong vic ci tin sn phm cn ch ti ci tin nhng tnh cht c a thch trong sn phm ca mnh hn l c gng ci tin theo nhng tnh cht c a thch ca i th. Khi tin hnh ci tin sn phm, Cng ty nn thc hin tng phn, iu cho php cng ty xem xt khch hng v cc i l xem h c thi nh th no i vi sn phm, mu m mi; t lm c s cho cng ty c nhng iu chnh hp l v kp thi. Vic ci tin tng phn nh vy s tht thot hn cho Cng ty; nhng mt khc n cng c nhng im bt li l cc i th cnh tranh c th thy c nhng thay i v cng s bt u thit k li chng loi sn phm . Ngoi vic ci tin sn phm hin c, Cng ty cng cn nghin cu lin tc va ci tin sn phm hin c va a ra nhng sn phm mi da trn nhu cu ca ngi tiu dng.

2.Gi c.
Gi c l yu t m khch hng rt quan tm khi mua mt sn phm. thu ht v gi c khch hng th Cng ty Unilever phi lun tm cch

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gim gi thnh sn phm ca mnh; bi v khch hng rt nhy cm vi vn gi c. Cng ty c th gim gi thnh bng cch thay th cc sn phm nhp ngoi t cc Cng ty m bng cc sn phm c sn xut ngay ti Vit Nam m vn c cht lng tng ng; hoc s dng cc nguyn liu ch to ra sn phm bng chnh cc nguyn liu c ti Vit Nam. Mt khc vic i mi sn phm cng phi nghin cu k lng vn gi c. Nu vic i mi sn phm dn n gi thnh sn phm tng cao th s lm cho ngi tiu dng chuyn sang mua sn phm ca i th cnh tranh v Cng ty s mt th phn vo i thu cnh tranh. V vy vic i mi sn phm phi m bo gi c khng bin ng mnh. Gi s vic a thm tnh nng vo du gi Clear lm cho gi tng ln 1,5 ln so vi sn phm du gi Clear ban u th s lm cho khch hng chuyn sang dng cc sn phm cng loi khc. Hn na, gi c phi ph hp vi gi tr ngi tiu dng thy c trn nhn hiu ca sn phm. Cng ty phi thng xuyn theo di tham kho gi ca i th cnh tranh ra nhng phng n gim gi ca mnh cho ph hp vi tnh hnh ca th trng. Khi phi ng u vi vic thay i gi do i thu cnh tranh khi xng, Cng ty cn phi c gng hiu cho c v khong thi gian thay i th cnh tranh. Nu cn phi phn ng nhanh chng th Cng ty phi chun b trc cc cch phn ng ca mnh i vi nhng bin php v gi khc nhau m i th c th thi hnh. V vy, Cng ty phi thng xuyn lp nhng phng n, k hoch gim gi i ph vi tnh hnh th trng. Khi cng ty ch ng thay i gi, cn phi xem xt thn trng nhng phn ng ca khch hng v i th cnh tranh. Phn ng ca khch hng tu thuc vo cch h hiu v vic thay i gi. Phn ng ca cc i th cnh tranh bt ngun t mt chnh sch phn ng nht nh hay xut pht t cch nh gi tc thi tng tnh hung. Cng ty ch ng thay i gi

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cng phi phn on nhng phn ng c th c ca nhng ngi cung ng, nhng ngi trung gian v Nh nc.

3.Xc tin thng mi.


V qung co, khi c sn phm mi hoc sn phm c ci tin Cng ty phi qung co vi mc tiu l thng bo cho ngi tiu dng bit v mt sn phm mi. Qua , nu ra nhng tnh nng, cng dng mi ca sn phm. Hoc l khi c thay i v gi cng phi thng bo cho ngi tiu dng bit bng cc qung co h thy rng h ang c li hay u i khi s dng sn phm ca Cng ty. Vi nhng sn phm mi phi chi ngn sch qung co ln sn phm ca Cng ty c c hi c khch hng bit n v kch thch h dng th. V vic la chn mc tiu qung co, Cng ty cn cn c vo kt qu phn tch k lng tnh hnh Marketing hin ti. Nhng sn phm no m mc s dng cn thp th mc tiu qung co l kch thch s dng sn phm nhiu hn. Cng ty phi thng xuyn tin hnh qung co so snh, tc l so snh sn phm ca cng ty vi sn phm cng lp nu bt c tnh u vit ca sn phm ca cng ty. Tip tc duy tr qung co trn cc phng tin c tnh i chng cao nh truyn hnh, truyn thanh, bo ch... V kch thch tiu th, Cng ty phi da trn c s tnh hnh kinh doanh ra mc tiu, la chn cng c, xy dng cc chng trnh kch thch tiu th. i vi ngi tiu dng, kch thch tiu th phi khuyn khch c h mua nhiu n v sn phm hn, to nn mt s ngi dng th trong s cc khch hng ca cc i th cnh tranh. Tip tc s dng hnh thc mua qu trng thng: TV, o... kch thch ngi tiu dng mua sn phm; hoc mua sn phm c tng qu hoc thm khi lng.... i vi ngi bn l kch thch h kinh doanh nhng mt hng mi v d tr hng vi mc cao hn, khuyn khch d tr mt hng c lin quan,

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cn bng li cc bin php khuyn mi ca i th cnh tranh, to nn lng trung thnh vi nhn hiu trong ngi bn l v xm nhp vo nhng ca hng bn l mi. i vi lc bn hng th mc tiu l khuyn khch h tr sn phm hay m hnh mi, khuyn khch tm kim nhiu khch hng trin vng hn. i vi cc i l th chit gi phi hp l v lm sao kch thch h mua nhiu hng v chp nhn kinh doanh mt hng mi m theo iu kin bnh thng th c th h khng mua. V quan h vi cng chng v tuyn truyn, tip tc duy tr cc chng trnh thc hin nh: chng trnh "Chic nn k diu . Phi i mi nng cao cc hot ng quan h vi cng chng v tuyn truyn gi c v thu ht thm s lng ngi theo di qua nng cao v th, hnh nh ca cng ty. Nu c th, c th ti tr thm cho cc hot ng cng ch nh gip cc b m Vit Nam anh hng, ti tr cho ti nng tr... V bn hng trc tip, phi xy dng i ng bn hng trc tip c trnh , c nng lc, c ti thuyt phc. i ng bn hng phi hiu bit c cc sn phm ca cng ty v hiu bit c sn phm ca i th cnh tranh; qua c th phn bit c nhng u vit ca sn phm ca cng ty mnh vi sn phm ca i th cnh tranh. Tuy nhin, iu ny cng rt nguy him v i th cnh tranh c th bit c nhng b mt ca cng ty v h s ra nhng phng n gy bt li cho cng ty. Lc lng bn hng trc tip phi l cu ni trc tip gia cng ty vi khch hng. i din bn hng l ngi thay mt cng ty quan h rt nhiu vi khch hng v ng thi cng em v cho cng ty nhng thng tin tnh bo cn thit v khch hng. Cng ty phi thng xuyn bi dng o to i ng bn hng v c ch th lao thch ng lm cho lc lng bn hng gn b lu di vi cng ty trnh tnh trng chy sang i th cnh tranh. i vi nhng nhn

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vin bn hng t doanh s cao phi c ch c thng khuyn khch h tip tc phn u t doanh s cao trong nhng k tip theo.

4. Knh phn phi.


To li th cnh tranh t knh phn phi. Cng ty Unilever Vit Nam c mt h thng knh phn phi rt ln v tri rng. y l li th cnh tranh lu di bi v cc i th cnh tranh khng d g bt chc hoc bt chc th cng phi mt thi gian di v chi ph tn km. Cng ty s tnh ton nhu cu th trng tng vng, nu vng c th trng tiu th sn phm ln m rng thm mt i l phn phi th Cng ty s ngh n vic tuyn thm mt thnh vin trong knh phn phi na. Vic chn thm ny cn phi c tnh ton sao cho va t hiu qu kinh doanh, tng khi lng tiu th, va to c li th cnh tranh cho Cng ty. Trong qu trnh tuyn chn thnh vin ca knh, Cng ty cn cn c vo cc tiu thc, tiu chun la chn thch hp nh kh nng ti chnh, uy tn i vi khch hng v cc mi quan h ca h, hiu qu kinh doanh, mc trung thnh .v..v.. la chn c thnh vin tt. Ngoi ra Cng ty cn phi kt hp rt nhiu yu t u im to thnh u im ln m i th cnh tranh kh c th thc hin c. Ch cn nhiu im tt s to ra hnh tng tt v Cng ty v duy tr c mi quan h, to dng lng trung thnh ca khch hng vi Cng ty.

5. Dch v hu mi.
5.1 Mc ch. Theo quan im Marketing th Cng ty khng ch lm Marketing trc khi bn hng m cn lm Marketing c giai on sau bn hng. Cng ty khng ch n lc khch hng mua sn phm m cn hi lng vi sn phm ca mnh. Cng ty cng lun ghi nhn nhng kin ng gp ci tin v phc v khch hng tt hn.

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y l cng c quan trng khng nhng khch hng mua sn phm ca Cng ty m n cn l cng c gi khch hng. Mc hi lng ca khch hng khng ch l sn phm tt m cn phi quan tm n qu trnh sau khi bn hng xem khch hng c hi lng v sn phm ca Cng ty khng? Dch v sau bn hng l th hin s quan tm v thc trch nhim ca Cng ty v sn phm mnh bn ra v vi khch hng. Nh nu ra phn thc trng th t l khch hng hi lng v dch v chm sc khch hng ca Cng ty l 50%. V nguyn nhn c th do s lng nhn vin lm trong t ny cn t nn khng bao ph ton b. Cng vic chm sc khch hng l rt cn thit to ra mi quan h gia Cng ty v khch hng, duy tr s trung thnh ca khch hng vi nhn hiu ca Cng ty. V vy lm th no ci thin dch v ny? Vi s lng nhn vin t so vi quy m th trng ti sao chng ta li khng s dng cc phng tin thng tin tr gip, vic s dng in thoi c th lm cho khch hng cm nhn c s quan tm ca Cng ty ti khch hng. Nn cc nhn vin chm sc khch hng, nu nhng khch hng no khng cn thit c th gi in thoi lin lc thm hi tnh hnh s dng sn phm m khng cn n trc tip, ginh thi gian n vi nhng khch hng cn nhn vin ca Cng ty n. Ch 50% khch hng l hi lng. y khng th ni l t l cao, vn cn 50% khch hng khng hi lng vi dch v m y l yu t quan trng khch hng nh gi cht lng dch v. Vy lm th no nng cao ch tiu ny m nguyn nhn lm cho khch hng khng hi lng l thi gian p ng khng nhanh do s lng nhn vin hn ch. Vic tng s lng nhn vin ln c th c nhng li dn n vic tng chi ph m nu tng nhiu th p ng nhanh nhng li xy ra tnh trng thi gian rnh ri khi khng c yu cu ca khch hng tng ln. Nh vy gy ra lng ph, km hiu qu. Vy lm th no va gii quyt nhu cu khch hng nhanh m khng phi tng s lng nhn vin k thut. Nn chng Cng ty

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m dch v t vn hng dn khch hng vi s lng ch cn hai nhn vin gii v kin thc Marketing gii p cc yu cu ca khch hng v gii quyt trc tip nu khch hng n. Vic m dch v t vn hng dn khch hng c li cho Cng ty nhng im sau. Th nht vi nhng khch hng m sn phm ch c nhng phn ng ph lm nga, d ng. Khch hng c th t khc phc, nhn vin t vn c th hng dn cho khch hng qua in thoi h t khc phc; nu h khng khc phc c th s c nhn vin trc tip n. Vic hng dn khch hng qua in thoi va gip cho khch hng gii quyt trc trc nhanh va mt thi gian qu him ca nhn vin t vn khi phi n gp trc tip ch gii quyt nhng trc trc rt nh. Nh vy, s lng cc nhu cu cn trc tip gii quyt s gim xung th thi gian p ng s nhanh hn t nng cao hi lng ca khch. Bn cnh cn to ra thc phc v khch hng nhit tnh chu o ca cc nhn vin, v nhn s cng l mt cng c to ra kh nng cnh tranh cho Cng ty. Ngy nay cc Cng ty u ra sc gi khch hng ca mnh. H u vp phi mt thc t l chi ph thu ht mt khch hng mi c th ln gp 5 ln chi ph gi cho mt khch hng c lun hi lng. Marketing tn cng thng tn km hn Marketing phng ng v n i hi nhiu cng sc v chi ph lm cho khch hng hi lng t b nhng ngi cung ng hin c ca mnh. Mt khc ci gi mt mt khch hng quen thuc l rt cao. Chnh v vy m vic gi khch hng l iu cp bch hng u. C hai cch thc hin vic gi khch hng. Th nht l dng ln nhng ro cn cao chng li vic chuyn sang ngi cung ng khc. Khch hng s t mun chuyn sang nhng ngi cung ng khc hn khi vic

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i hi chi ph vn ln, chi ph tm kim ln hoc mt nhng khon chit khu dnh cho khch hng trung thnh..... Mt cch gi khch hng tt hn l m bo mc tho mn ca khch hng cao. Khi i th cnh tranh s kh c th khc phc nhng ro cn ch n thun bng cch cho bn gi thp hn hay nhng bin php kch thch chuyn sang ngi cung ng khc. Nhim v to ra s trung thnh bn vng ca khch hng c gi l Marketing quan h. y cng chnh l chc nng ch yu ca t chm sc khch hng. Nh vy mc ch chnh ca cng vic chm sc khch hng chnh l tng mc hi lng ca khch hng trong vic s dng sn phm ca Cng ty, to dng hnh nh tt vi nhn hiu Unilever v to lp mi quan h gia khch hng vi Cng ty Unilever Vit Nam nhm gi khch hng c v thu ht khch hng mi. l vic thm hi khch hng mua sn phm ca Cng ty xem tnh hnh s dng sn phm, tnh trng cht lng ca sn phm, nhng sai hng, nhng phn nn v nhng yu cu kin ngh. Sau phn nh li vi lnh o Cng ty t ra cc quyt nh chin lc nhm nng cao mc hi lng ca khch hng vi sn phm v dch v m Cng ty cung ng. 5.2. Gii php t chc v nhn s. Vi mc ch nh trn, Cng ty cn ra nhng bin php thc hin. l thnh lp ra T chm sc khch hng gm 3 n 4 ngi c th trc thuc qun l ca gim c hoc phng kinh doanh. T ny cung cp cho Ban lnh o Cng ty nhng thng tin v khch hng, i th cnh tranh t Ban lnh o ra cc chin lc, k hoch thc hin ca Cng ty. T ny c th kt hp vi phng kinh doanh, phng k thut thu nhn nhng thng tin cp nht v gi c sn phm. 5.3. Cc nhim v i vi t chm sc khch hng. *i vi khch hng mi mua sn phm ca Cng ty

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Nhn vin ca t chm sc khch hng hng dn trc tip ngi s dng cc thao tc c bit khi s dng sn phm nhng tnh nng u vit ca sn phm ngi s dng c th khai thc ti a tnh hu ch ca sn phm phc v tt cng vic ca h. Nhng im ny c th nhn vin chm sc khch hng cha hng dn k hoc hng dn m khch hng cha nh. Ngoi ra, nhn vin chm sc khch hng nn a ra nhng li khuyn v cch s dng v bo qun sn phm ng nguyn tc nhm trnh nhng phn ng ph khng ng c v tng tui th ca sn phm. c bit l cc sn phm lm p phc v cho ph n, nhng phn ng do khng c hng dn s dng y cng c th lm mt hnh nh v sn phm i vi khch hng. Bi v h s nh gi sn phm ca Cng ty l khng tt. hiu r hn v nhu cu v thi gian quen ca khch hng thng thng cc Cng ty cn tin hnh cc cuc iu tra thng qua cc bng cu hi. Thng thng cc bng cu hi c thit k theo ni dung, vi s lng cu hi ly thng tin cn thit t khch hng. C th nh cuc nghin cu ca Unilever v khch hng th bng hi cn khong 11 n 12 cu hi. Vi cu hi 1 v 2, Cng ty s bit c ai l i th cnh tranh v c th xp hng mc cnh tranh ca tng Cng ty. Vi cu hi 3 v 4, Cng ty s bit c trong qu trnh mua sn phm khch hng thng quan tm cn nhc nhng im no n lc marketing tp trung vo . Mt khc, Cng ty s bit c nhng c im no m khch hng cho l quan trng i vi mt sn phm t tp trung chng li v so snh vi i th cnh tranh khch hng nh gi cn nhc v chn la. Vi cu hi 5,6 v 8 Cng ty s bit c mc hi lng ca khch hng i vi nhng c im sn phm ca Cng ty bit c v tr ca

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mnh trong tm tr khch hng. T bit c u l im mnh, im yu ca mnh m ra cch khc phc v pht huy nhng mt tch cc. Cu hi 7 l tranh th s ng gp kin ca khch hng Vi cu hi 9,10 v 11 Cng ty s bit c mc hiu bit ca khch hng v Cng ty, v khch hng thng nhn thng tin qua knh thng tin no t bit c khch hng ang nm giai on no trong m hnh AIDA(m hnh c xy dng trn h thng cc cu hi v qua nh gi c mc hi lng ca khch hng i vi sn phm). Sau Cng ty ra k hoch v qung co v xc tin hn hp. Gii php tin hnh iu tra nghin cu. Cng ty c th t lm bng cch giao nhim v cho t chm sc khch hng lp k hoch thc hin. Qu trnh thu thp thng tin c th c thc hin bng cch phng vn trc tip hoc qua in thoi, th tn. Nhng do s lng khch hng khng nhiu nn ta chn phng php phng vn trc tip l hiu qu nht. Vic phng vn trc tip yu cu phi c ngi i phng vn. Cng vic ny c th thu ngi nh l sinh vin m tt nht l cc sinh vin chuyn ngnh Marketing v h c hiu bit v nghip v nghin cu th trng. Do h bit nhng thng tin no c li cho Cng ty v cn ghi chp li, v vy hiu qu s cao hn. Nhn vin ca Cng ty c th trc tip n cc trng hc thng bo tuyn v c nhiu Cng ty thc hin nh vy. * Tnh chi ph cho mt cuc nghin cu. Trong trng hp i thu ngi i phng vn nh trn th chi ph cuc phng vn bao gm: + Chi ph cho nhn vin qun l: bao gm lng cng thng

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Lng ca nhn vin ny chnh l lng thng m Cng ty tr cn thng th tu theo mc m Cng ty t ra khuyn khch tinh thn lm vic c trch nhim ca nhn vin. + Chi ph cho ngi i phng vn: tnh theo s bn phng vn Cng ty tr lng cho nhn vin mt ngy i phng vn. Sau tnh ton s lng bn phng vn c th lm bnh qun trong mt ngy ca mi ngi ta c. + Chi ph dnh cho ngi c phng vn: phi c xc nh sao cho nh hn chi ph cho ngi i phng vn nhng phi ngi c phng vn quan tm. i vi cuc phng vn trn ta tnh thi gian thc hin mt bn phng vn bao gm thi gian tm a ch, xc sut khng gp ngi cng vi thi gian phng vn tng cng li trung bnh mt khong 1,5h n 2h. Thi gian lm vic mt ngy l 8h. Vy trung bnh mi ngy lm c t 4 n 5,3 bn. Vy chi ph cho mt bn t 16000 n 20000 ng Tng s l: 20000 + 15000 = 35000 ng S lng mu iu tra khong 200 khch hng Tng chi ph iu tra = 200* 35000 = 7000000 ng Sau khi thu thp ti liu Cng ty s tin hnh x l thng tin thu c, tng hp chng li v lu tr. l nhng thng tin v cng qu bu i vi ngi lnh o Cng ty. - Danh sch nhng khch hng c chn lm mu phng vn c ly t h s danh sch khch hng cu Cng ty bao gm tn, a ch nh ring hoc c quan, s in thoi. Nhng khch hng ny phi tiu biu cho khch hng mc tiu ca Cng ty. Cc iu tra vin theo a ch lin h phng vn vi khch hng chn mu. Nh vy qu trnh tm hiu khch hng ca Cng ty din ra nh trn.

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Tm hiu v i th cnh tranh ca Cng ty Cng ty khng nhng tm hiu v khch hng m cn phi theo di st xao i th cnh tranh ca mnh. Cng ty c th c ra mt ngi trong t chm sc khch hng bn cnh cng vic chm sc khch hng thng thng cn lm cng vic l theo di, tp hp thng tin v lp h s v cc i th cnh tranh ca mnh. Mt khc cng cn tm hiu khch hng suy ngh nh th no v i th cnh tranh. Cng ty c th lp ra chng trnh nghin cu th trng nhm tm hiu v i th cnh tranh. Bc 1: Cng ty phi c c danh sch khch hng ca i th cnh tranh. iu ny phi c tnh bo Marketing mi ly c; tuy nhin Cng ty cng c th c c t mt b phn bng cch c b phn ny n cc c quan tm hiu xem h s dng loi sn phm g? ca cng ty no? mc tho mn vi sn phm ra sao? Nh vy, Cng ty s tp hp c sanh sch khch hng ca i th cnh tranh trn mt a bn nht nh. Mc ch ca cuc nghin cu l tm hiu xem nh gi ca khch hng khi s dng sn phm ca i th cnh tranh. Bc 2: lp bng cu hi, c th dng mt s cu hi v mc hi lng ca khch hng (cu hi 1,2,5,6,8) ngoi ra thm mt s cu hi khc (tu theo chiu hng suy ngh ca khch hng). Mt khc vic thng xuyn kho st s hi lng ca khch hng s gip Cng ty lun theo st c khch hng v i th cnh tranh. Nh vy vic kinh doanh ca Cng ty thc hin theo ng trit l Marketing v thnh cng l iu c th vi trong tm tay nu Cng ty thc hin ng nh vy.
VII. Mt s kin ngh .

Nh nu trong mc 2 l c hai cch thc hin vic gi khch hng. Cch mt l m bo mc tho mn khch hng cao. Vi cch

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ny th bin php thc hin nu trn l lp ra t chm sc khch hng. Cn bin php th hai l dng ln nhng ro cn cao chng li vic chuyn sang ngi cung ng khc. thc hin vic ny Cng ty c th dnh nhng u tin cho ngi mua quen thuc hay lp li. Nhng khch hng c mua sn phm ca Unilever nu mua li c khuyn mi theo ln mua sau. Nh vy khch hng s thy li ch ca vic mua li m s phi n o khng mun chuyn sang nh cung ng khc. Do n s gp phn tch cc trong vic gi khch hng. Bn cnh Cng ty cn c c ch phi hp gia phng kinh doanh v phng k thut. Chnh v nhng mu thun ny sinh trong chnh bn thn cc b phn trong Cng ty vi nhau nn quan im ca Marketing l trc tin phi lm Marketing hng ni, tc l phi tho mn cc nhn vin trong Cng ty. Sau khi h hi lng v trung thnh vi Cng ty th h s lun ngh n mc tiu ca Cng ty l tho mn khch hng, ng thi tho mn mc tiu kinh doanh ca Cng ty. V vy, xy dng mt c ch thng nht trong phng k thut, phng kinh doanh ni ring v ton Cng ty ni chung l vic lm rt cn thit. Cn gio dc nhn vin chm sc khch hng h hiu rng vic h phc v tt khch hng c vai tr quan trng trong vic gi gn uy tn v tiu th hng ho ca Cng ty. V khch hng l ngi nui dng Cng ty v nui dng ngay chnh bn thn tng nhn vin trong Cng ty. V vy mi nhn vin u phi c gng ht sc mnh chm sc v tho mn khch hng, ng thi tho mn li ch ca
Tng trng mi khch hng. Qu trnh c th hin trong s sau: S tho mn ca b phn Bng 7: Quan h cht ch gia cc khch hngtrong Cng ty t kt Li nhun S tho mn ca ngi hu thun

qu cao Sn phm v dch v cht lng cao

Khng ngng ci tin

i mi t ph

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Mi trng cht lng cao hn (s tho mn ca nhn vin)

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Mun cho mi nhn vin thm nhun quan im hng theo khch hng th ngay t khi mi vo Cng ty hoc cc lp hun luyn, khng ch ging v kin thc m cn truyn th cho h thi , thc lm vic c gng nhit tnh v phc v li ch ca Cng ty bng vic chm sc khch hng nhit tnh, chu o v lun quan tm n vic tho mn mt cch tt nht yu cu ca khch hng. To ra uy tn, lng trung thnh ca khch hng i vi Cng ty. l cch kinh doanh tn ti lu di, v n phi l trit l ca ton Cng ty. Hon thin h thng php lut Hin nay h thng lut ca nc ta cha hon chnh v cn rt nhiu k h, lm cho cc Cng ty ra sc tm cch trn thu, lu thu. Vic ny va gy tht thot ti sn ca nh nc, va gy ra s khng cng bng trong cnh tranh. L Cng ty thc hin y ngha v ng thu vi nh nc Unilever Vit Nam lun lun mong mun gp phn lm t nc mnh hn v mong mun ai cng phi thc hin y ngha v nh vy.

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Kt luN Mt khi quyt nh cm r ti Vit Nam, chng ti xc nh s li lu di_ l mc tiu ca Cng ty ngay t khi thm nhp vo th trng Vit Nam. cng l si ch xuyn sut trong chng ng di t khi thm nhp n cnh tranh chim lnh th trng Vit Nam ca Cng ty thng qua chin lc Marketing hp l. Bng chin lc Marketing t duy theo kiu Vit Nam ph hp vi th trng Vit Nam, Unilever c nh gi l tp on sn xut hng tiu dng thnh cng nht ti th trng Vit Nam. Cc chin lc kinh doanh m Cng ty gi l tham vng nhng kin tr lun th hin k vng ca Cng ty l: khng kim li trc mt, u t lu di. Nh , Cng ty to dng c nim tin vi Chnh ph v cc i tc Vit Nam; in m hnh nh ca Cng ty trong tm tr ngi tiu dng. Cng ty qun trit ch trng lun lun l ngi dn u th trng khng ch v th phn, doanh sm quan trng hn tt c, l lm cho khch hng hi lng nht. Cc sn phm ca Cng ty tm n vi ngi tiu dng Vit Nam v nhng sn phm nhn hiu Unilever ny thch hp vi ngi Vit Nam n mc kh gii thch. Him c ngi Vit Nam no li cha tng bit n cc sn phm mang nhn hiu Unilever. Vi mi nhu cu khc nhau ngi tiu dng lun c p ng bng cc sn phm khc nhau. Hnh nh ca Cng ty c to dng trong gn 80 triu con ngi Vit Nam qua cc sn phm quen thuc nh: OMO, VISO, LUX, CLEAR, SUNSILK, P/S, POND Mc tiu ca Cng ty trong thi gian ti s tip tc l ngi dn u th trng, song khng xem thng cc i th cnh tranh, c bit l Cng ty P&G_i th lun bm st Cng ty. c th tip tc chim lnh th trng Vit Nam , Cng ty ch trng o to v hon thin nghip v cho

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cc nhn vin lm Marketing, nht l cc nhn vin chm sc khch hng trc tip sm phm ca Cng ty lun lm khch hng hi lng nht.

Ti liu tham kho


1. Nguyn Th Lin Dip Qun tr Marketing- Nh xut bn thng k 1992. 2. Garry D. Smith, Darry R. Arnld, Bobby G. Bizzell, Chin lc v sch lc kinh doanh , Nh xut bn Thnh ph HCM nm 1994 3. Nguyn Bch Khoa, Chin lc kinh doanh Quc t Nh xut bn gio dc. 4. Michael E. Porter, Chin lc cnh tranh, Nh xut bn Khoa hc v k thut H Ni, nm 1996. 5. Philip Kotler, Qun tr Marketing Nh xut bn thng k 1996. 6. Philip Kotler, Marketing Management Prentice Hall International Editions 1993. 7. Mt s bo co tng kt ca Cng ty Unilever cc nm 1994,1996,2000,2001. 8. Mt s bo co tng kt ca Cng ty P&G nm 2000,2001. 9. Mt s bi vit trn cc bo: Doanh nghip, Thi bo kinh t, u t, Si gn tip th

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