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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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Nh my
Sn phm
Quan im Marketing
Th trng mc tiu
Marketing phi hp
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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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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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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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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17,43%
Unilever VN
P&G
Cc hng khc
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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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Ph trng phng
Ph trng phng
T d Nguyn n
T - 42 - bn hng 1
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.
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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)
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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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.
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
6,5
-6,1
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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
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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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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
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
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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Xy dng chin lc nh v
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:
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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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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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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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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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i mi t ph
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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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