You are on page 1of 52

Viethanit

n hoch nh chin lc marketing

LI M U
K t khi ra i cho n nay, Marketing t khng nh mnh nh l mt khoa
hc qun l hin i. Vi l lun c bn l nhn mnh vo nhu cu ca khch hng,
Marketing theo st s bin ng ca th trng ra cc chnh sch tha mn ti
a nhu cu ca khch hng ng thi tho mn mc tiu ca doanh nghip.
Xy dng chin lc Marketing l nhim v v cng quan trng ca mi doanh
nghip nhm thc hin c hiu qu nht ba mc tiu: li nhun, v th v an ton.
Trong nn kinh t th trng cnh tranh gay gt, mt doanh nghip mun tn ti
v pht trin th doanh nghip phi tin hnh huy ng mi ngun lc, phi bit iu
hnh tng hp mi yu t nhm t c mc tiu nh sn. Thng qua chin lc
Marketing, doanh nghip c th pht huy ht ni lc hng vo nhng c hi hp dn
trn th trng v v th s gip doanh nghip nng cao hiu qu kinh doanh, tng cng
kh nng cnh tranh trong qu trnh m ca v t do ha nn kinh t. Vai tr ca chin
lc Marketing ni chung khng cn mi m na nhng thc hin cc hot ng
chin lc nh th no c hiu qu nht li l mi trn tr quan tm ca cc nh
qun tr kinh doanh
Vi ti: Xy dng chin lc Marketing cho cng ty Pepsico Vit Nam.
Nhm chng ti c gng a ra nhng gii php hon thin thm chin lc ca
cng ty.
Ni dung ca phn xy dng truyn thng gm 3 phn:
Phn 1: C S L LUN V MARKETING V CHIN LC
MARKETING TRONG DOANH NGHIP
Phn 2: THC TRNG CHIN LC MARKETING
Phn 3: HON THIN CHIN LC MARKETING
Vi trnh v kin thc c hn nn chc chn ti ny khng th trnh khi
nhng thiu st, rt mong nhn c s gp t thy c v cc bn.
Cui cng, nhm chng ti xin chn thnh cm n s gip v ch bo tn tnh
ca Thy Phan Hng Tun hng dn, gip chng ti hon thnh chuyn ny.

Nhm thc hin: 5

Trang: 1

Viethanit

n hoch nh chin lc marketing

DANH MC HNH V
Hnh 2.1. Biu tng pepsico..........................................................................................24
Hnh 2.2. Logo Pepsico qua cc thi k..........................................................................25
Hnh 3.1. Di th cnh tranh ca pepsico........................................................................28
Hnh 2.3. Cc sn phm hin nay ca pepsico.................................................................35
Hnh 2.4 Hot ng phn phi rng khp ca Pepsi.......................................................37
Hnh 2.5. Phn phi cng cc sn phm fast food...........................................................38
Hnh 2.6. Hnh nh qung co ca pepsico......................................................................40
Hnh 3.2. Hot ng qung co bng th thao ca pepsi.................................................48

Nhm thc hin: 5

Trang: 2

Viethanit

n hoch nh chin lc marketing

MC LC
LI M U...................................................................................................1
DANH MC HNH V....................................................................................2
MC LC.........................................................................................................3
...........................................................................................................................4
Phn 1................................................................................................................5
C S L LUN V MARKETING V CHIN LC MARKETING
TRONG DOANH NGHIP........................................................................................5
1.1. Khi nim Marketing v vai tr ca Marketing trong hot ng ca
doanh nghip................................................................................................................5
1.1.1. Khi nim Marketing............................................................................5
1.1.2. Vai tr ca Marketing ..........................................................................6
1.2 Chin lc Marketing ................................................................................8
1.2.1. Cc cp chin lc trong cng ty.........................................................8
1.2.2. Khi nim chin lc Marketing........................................................10
1.2.3. Vai tr ca chin lc Marketing.......................................................12
1.3. Qui trnh hoch nh chin lc Marketing .........................................12
S 2: Qui trnh hoch nh chin lc Marketing..................................12
1.3.1. Phn tch mi trng marketing........................................................13
1.3.2. Mc tiu chin lc marketing ..........................................................13
1.3.3. Xy dng chin lc Marketing.........................................................14
Phn 2: THC TRNG CHIN LC MARKETING...........................24
2.1. Gii thiu v cng ty nc gii kht Pepsio Vit Nam..........................24
2.1.1. Gii thiu chung.................................................................................24
2.1.2. Lch s hnh thnh v pht trin........................................................25
2.1.3. Vin cnh, s mnh............................................................................26
2.1.4. Phn tch mi trng Marketing........................................................26
Phn tch mi trng bn trong.....................................................................30
2.2.1 M hnh Swot......................................................................................30
2.2.2 Phn tch m hnh Swot.......................................................................31
2.3. Chin lc kinh doanh ca cng ty........................................................32
2.3.1. Chin lc hin ti.............................................................................32

Nhm thc hin: 5

Trang: 3

Viethanit

n hoch nh chin lc marketing


2.3.2. Bo co kt qu hot ng king doanh ca cng ty Pepsico VN nm33
2009 2010..................................................................................................33

2.4. Chin lc Marketing hin ti ca cng ty............................................34


2.4.1. Chin lc sn phm..........................................................................34
2.4.2. Chin lc phn phi.........................................................................37
2.4.3 Chin lc gi.....................................................................................38
2.4.4. Chin sch truyn thng.....................................................................39
2.5. nh ga chnh sch Marketing ca cng ty..........................................41
2.5.1. u im:.............................................................................................41
2.5.2 Nhc im.........................................................................................42
Cha c s u t cho qu trnh phn phi sn phm..............................43
Phn 3: HON THIN CHIN LC MARKETING..............................44
3.1. Hon thin chin lc Marketing ca cng ty......................................44
3.1.1 Chin lc v sn phm......................................................................44
3.1.2. Chin lc v gi................................................................................46
3.1.3. Chin lc v phn phi.....................................................................47
3.1.4. Chin lc v truyn thng c ng...................................................47
KT LUN......................................................................................................51
LI NHN XT CA GING VIN..........................................................52

Nhm thc hin: 5

Trang: 4

Viethanit

n hoch nh chin lc marketing

Phn 1
C S L LUN V MARKETING V CHIN LC
MARKETING TRONG DOANH NGHIP
1.1. Khi nim Marketing v vai tr ca Marketing trong hot ng ca doanh
nghip
1.1.1. Khi nim Marketing
Trong thp nin qua, nn kinh t th gii thay i mt cch mnh m di sc
p ca tan cu ha, s pht trin v bo ca cng ngh v s m ca ca cc th trng
mi. Ton cu ha l mt c hi pht trin kinh doanh m cc tp on ln trn th gii
khng th b qua, bi h c li th v ngun lc v l ngi i trc h c li th thng
qua vic t ra lut chi. S pht trin ca cng ngh, c bit l cng ngh thng tin,
xa i mi ro cn v khng gian v a l. Khch hng gi y c nhiu quyn hn
trc y. Nh vo cng ngh h c th tip cn thng tin v sn phm tt hn, t
h c nhiu s la chn hn. Cng ngh cng gip rt ngn thi gian m mt
tng cn c th tr thnh mt sn phm sn sng phc v ngi tiu dng. Mt
khc, cng ngh cng t ra mt thch thc cho cc doanh nghip: tui th ca sn
phm trn th trng b rt ngn.
T ch sn ai ny thnh sn chung m mi ngi ai mun cng vo
c, tan cu ha thay i bn cht ca hat ng kinh doanh, t ch tp trung sn
xut ra sn phm tt nht, r nht c th c, doanh nghip phi dch chuyn s ch
tm ca mnh ra th trng. n gin l v h mun khch hng tin dng v mua sn
phm ca h hn l ca i th cnh tranh. V lm c vic doanh nghip cn
phi hiu nhu cu ca khch hng tt hn, h cn truyn thng tt hn v sn phm ca
h, v h cn xy dng quan h gn b lu di gia thng hiu vi nhm i tng
khch hng mc tiu. Chnh v nhng l do trn, Marketing ngy cng tr nn mt chc
nng quan trng trong cc doanh nghip.
Nhng marketing khng ch l mt chc nng trong hot ng kinh doanh, n l
mt trit l dn dt ton b hot ng ca doanh nghip trong vic pht hin ra, p ng
v lm tho mn cho nhu cu ca khch hng. C rt nhiu nh ngha v Marketing:

Nhm thc hin: 5

Trang: 5

Viethanit

n hoch nh chin lc marketing


Theo hip hi Marketing ca M: Marketing l thc hin cc hot ng

kinh doanh nhm hng vo dng vn chuyn hng ho v dch v t ngi sn xut ti
ngi tiu th hoc ngi s dng.

Theo Philip Kotler: Marketing l mt dng hot ng ca con ngi

nhm tho mn nhng nhu cu v mong mun ca h thng qua trao i.

Theo Chartered Institute of Marketing: Marketing l 1 tin trnh qun tr

nhn din, on trc v tha mn nhng nhu cu c ch ca khch hng. nh


ngha ca CIM a ra khng ch nhn din c nhu cu ca khch hng m cn phi
tha mn c chng ( ngn hn) v on trc c nhng nhu cu ny trong tng
lai. ( di hn)

Theo Adcock ng sn phm, ng ni, ng thi im v ng gi.

y l nh ngha gn gng v thc t c s dng theo 4P ca McCarthy

Theo Palmer: Marketing thc cht l s sp xp nhng ngun lc ca t

chc h p ng c nhng nhu cu thay i ca khch hng nhng ngi m ph


thc vo t chc y l nh ngha hin i hn v rt thc t nhn thy c s kt
ni gia nng lc tim tng ca t chc v nhu cu
Thc cht Marketing l nhng phn tch v khch hng, v i th cnh tranh, v
cng ty, kt hp nhng hiu bit ny vo ton b nhng hiu bit v phn on hin ti
l g, quyt nh mc tiu vo nhng phn on c li nht, nh v sn phm, v sau
lm nhng g cn thit thc hin c nh v .
Tm li, s khc nhau gia cc nh ngha ny ch quan im, gc nhn
nhn v marketing nhng tt c u ng. Tt c nhng nh ngha trn u c th hin
bn cht ca Marketing:

Marketing cp n p ng nhu cu v mong mun ca khch hng

Marketing l mt chc nng kinh doanh, n khng phi l mt ci g

hot ng ring l tch ra khi nhng hot ng khc ca doanh nghip

Marketing cp n vic thu hiu khch hng v tm cch cung cp

nhng sn phm hay dch v p ng yu cu ca h.


1.1.2. Vai tr ca Marketing
Ta c th thy vic tiu th v kch thch tiu th l mt trong nhng b phn ca
hot ng Marketing. Do vy vic thc hin tt cc khu khc ca hot ng Marketing
s h tr phi hp v thc y cng tc tiu th sn phm v kch thch tiu th.

Nhm thc hin: 5

Trang: 6

Viethanit
n hoch nh chin lc marketing
Mt trong nhng mc tiu ca ca hot ng Marketing l tiu th c nhiu
sn phm vi doanh thu cao v chi ph thp thng qua vic tha mn nhu cu ca khch
hng. T duy tr c s hi lng ca khch hng v sn phm ca doanh nghip cng
ngy cng c ch ng trong lng khch hng do vy sn phm ca doanh nghip c
khch hng u tin la chn, kt qu l s lng sn phm dch v m cng ty cung cp
tieu th ngy cng nhiu, li nhun doanh nghip thu c cng ln.
Theo ng Peter Drucker mt trong nhng nh l lun ch cht v cc vn
qun l nhn xt rng : Mc ch ca Marketing khng cn thit l y mnh tiu
th. Mc ch ca n l nhn bit v hiu khch hng k n mc hng ha v dch
v s p ng ng th hiu v t n tiu th c. iu ny khng c ngha vic kch
thch tiu th khng cn ngha na m ni ng hn n tr thnh b phn ca
Marketing Mix. V nhn xt trn cho thy vai tr to ln ca hot ng Marketing,
cho thy v tr ca n v nh hng quyt nh n qu trnh tiu th.
Trong nn kinh t, doanh nghip l mt ch th kinh t n c v nh mt c
th sng ca i sng kinh t. tn ti v pht trin c th y cn phi trao i cht
vi mi trng bn ngoi - th trng. Qu trnh ny din ra cng nhanh vi quy m
cng ln th c th cng khe mnh. Ngc li nu qu trnh trao i din ra yu
t th c th qu qut yu t. Hot ng Marketing chnh l cu ni gia doanh
nghip vi th trng ng thi n cng kt ni cc hot ng khc ca doanh nghip
theo th trng, ly nhu cu th trng v c mun ca khch hng l ch da vng
chc cho mi quyt nh kinh doanh ca doanh nghip.
Mc tiu c bn thc y hot ng ca cc doanh nghip l li nhun,
thc hin c iu ny doanh nghip cn tiu th sn phm do vy tt yu phi hng
ra th trng. iu ny khng ch n thun nh lu nay cc nh qun tr doanh nghip
cn ngh l ch giao vi hot ng hng ra th trng nh: to ra sn phm c cht
lng cao hn, hoc giao vic ch to bao b tht p cho phng k hoch hoc phng
k thut thc hin, phong tiu th p dng nhng bin php bn hng mi, phng kinh
doanh quy nh gi bn v qung co sn phm th bao hm y cc ni dung ca
hot ng Marketing. Tuy nhin mc tiu ln nht ca hot ng Marketing l m bo
sn xut v cung cp nhng mt hng hp dn cho th trng mc tiu. Nhng s thnh
cng ca chin lc v chnh sch Markeing cn ph thuc vo s vn hnh ca cc
chc nng khc trong cong ty. V cc hot ng khc trong cng ty khng v mc tiu

Nhm thc hin: 5

Trang: 7

Viethanit
n hoch nh chin lc marketing
ca hot ng Marketing thng qua cc chin lc c th nhm vo khch hng - th
trng c th th nhng hot ng cng tr nn m mm mt phng hng.
Tm li, Marketing tc ng n i sng ca mi con ngi trong x hi, n
c p dng rt nhiu trong cc lnh vc ngoi kinh t. N khng ch thu ht c s
quan tm ca cc nh hot ng kinh t m cn c trong lnh vc phi thng mi. N
tr thnh cha kha dn n thnh cng ca nhiu doanh nghip trong vic tng kh
nng tiu th v tng li nhun cho doanh nghip
1.2 Chin lc Marketing
1.2.1. Cc cp chin lc trong cng ty
Chin lc c th phn chia theo ba cp : cp cng ty, cp n v kinh doanh
v cp chc nng.
1.2.1.1. Chin lc cp cng ty
Chin lc cp doanh nghip lin quan n mc tiu tng th v quy m ca
doanh nghip p ng c nhng k vng ca cc c ng. Chin lc cp doanh
nghip l mt li cng b v mc tiu di hn, cc nh hng pht trin ca t chc.
Cng ty ang v s hot ng trong ngnh kinh doanh hoc nhng ngnh kinh doanh
no? V cng ty s qun l cc hot ng kinh doanh ra sao?
-

Chin lc tp trung vo mt lnh vc kinh doanh ring l: gip cng ty

c th tp trung vo cc ngun lc vt cht, cng ngh, ti chnh, qun tr tng qut v


cc nng lc cnh tranh ca mnh cnh tranh thng li trn mt lnh vc. Tp trung
vo mt hot ng kinh doanh ring l c mt li th khc l cng ty s gn cht hn
vo cng vic ca mnh. Tuy nhin, theo ui chin lc ny cng ty c th b mt cc
c hi to gi tr v sinh ra li nhun cao hn nh a cc ngun lc v nng lc ca
cng ty sang cc hot ng khc.
-

Chin lc hi nhp dc ngha l cng ty ang sn xut cc u vao cho

chnh mnh ( hi nhp v pha sau, hay ngc chiu ) hoc pht tn cc u ra cho chnh
mnh( hi nhp v pha trc, hat cui chiu). Hi nhp dc cho php mt cng ty
t c li th cnh tranh bng vic gip to ra cc ro cn nhp cuc, thc y u t
vo cc ti sn chuyn mn ha, bo v cht lng sn phm, v gip ci thin vic
hoch nh gia cc giai on ring l trong chui gi tr. Bt li ca hi nhp dc bao
gm cc bt li chi ph khi cc ngun cung cp ni b ca cng ty c chi ph cao, v

Nhm thc hin: 5

Trang: 8

Viethanit
n hoch nh chin lc marketing
thiu tnh mm do khi cng ngh ang thay i nhanh hn khi nhu cu khng chc
chn.
-

Chin lc a dng ha:Chin lc ny thng hng n mc tiu gia

tng gi tr, lm tng sc mnh th trng tng i so vi i th. a dng ha cng l


m rng phm vi ca t hp cc n v kinh doanh, phn no gim bt ri ro. a
dng ha c th to ra gi tr thng qua vic theo ui mt chin lc ti cu trc,
chuyn giao nng lc v th hin tnh kinh t v phm vi.
Chi ph qun l ca a dng ha l mt hm s ca s lng cc n v kinh
doanh c lp trong cng ty v phm vi kt hp gia cc n v kinh doanh ny.
1.2.1.2. Chin lc cp n v kinh doanh ( SBU)
Chin lc cp n v kinh doanh l tng th cc cam kt v hnh ng gip
doanh nghip ginh li th cnh tranh bng cch khai thc cc nng lc ct li ca h
vo nhng th trng ( on th trng) c th. Vn c bn m mi doanh nghip cn
gii quyt khi la chn chin lc cp n v kinh doanh l; h s cung cp cho
khch hng sn phm v dch v no; cch thc to ra cc sn phm v dch v y; v
lm cch no a cc sn phm v dch v n vi khch hng. Chin lc kinh
doanh phi ch ra c cch thc doanh nghip cnh tranh trong cc ngnh kinh doanh
khc nhau, xc nh v tr cnh tranh cho cc SBU v lm th no phn b cc ngun
lc hiu qu.
Tm im ca s pht trin mt chin lc cnh tranh chung l cc la chn lin
quan n s phn bit sn phm, phn on th trng v kh nng khc bit ha. S kt
hp ca ba la chn ny to ra dng c th ca chin lc kinh doanh chung c cng
ty s dng. l:
-

Chin lc dn o chi ph l tng th cc hnh ng nhm cung cp cc

sn phm hay dch v c cc c tnh c khch hng chp nhn vi chi ph thp nht
trong mi quan h vi tt c cc i th cnh tranh. T ginh c mt li th chi
ph ng k so vi i th cnh tranh khc cui cng chuyn thnh cc cng c hp
dn khch hng ginh th phn ln hn.Vi s thnh cng ca chin lc ny, ngi
dn o chi ph s c c 2 li th cnh tranh: c th i hi mc gi thp hn so vi
i th cnh tranh m vn c c cng mc li nhun, bi v chi ph thp hn; v li
th th hai l ngi dn o c th tr vng hn xo vi i th cnh tranh khi s cc i
th trong ngnh tng v buc cc cng ty cnh tranh gi.

Nhm thc hin: 5

Trang: 9

Viethanit
-

n hoch nh chin lc marketing


Chin lc to s khc bit: mc tiu ca chin lc ny l t c

li th cnh tranh ca cng ty bng cch to ra cc sn phm ( hng ha hay dch v) m


uc khch hng nhn thy l c o v mt vi c tnh quan trng. Cng ty to s
khc bit c tha mn nhu cu khch hng theo cch thc m cc i th cnh tranh
khng th lm vi nh s i hi mc gi tng thm
-

Chin lc tp trung: Chin lc ny hng n trc tip phc v nhu

cu ca nhm hay phn on khch hng hn ch. Mt chin lc tp trung s hng


vo ke h th trng c th m n xc nh v phng din a l, loi khch hng hay
bi phn on ca tuyn sn phm. C hai dng ca chin lc tp trung: chin lc chi
ph thp tp trung v chin lc khc bit tp trung.
1.2.1.3. Chin lc chc nng.
Chin lc chc nng lin quan ti vic tng b phn chc nng trong t chc
(R&D, Hu cn, Sn xut, Marketing, Ti chnh, ...) c t chc nh th no thc
hin c phng hng chin lc cp doanh nghip v tng SBU trong doanh
nghip
Chin lc chc nng l mt li cng b chi tit v cc mc tiu v phng thc
hnh ng ngn hn c cc lnh vc chc nng s dng nhm t c cc mc tiu
ngn hn ca cc SBU v mc tiu di hn ca t chc.
1.2.2. Khi nim chin lc Marketing
1.2.2.1. Khi nim
tin hnh kinh doanh c hiu qu, tng kh nng cnh tranh v ti u ha li
nhun. Cng ty cn tin hnh khai thc thng tin v nhu cu ngi tiu dng i vi sn
phm mnh ang kinh doanh v cc i th hin c v tim nng trn th trng. Cn c
vo lng thng tin thu thp trn cng ty tin hnh phn on th trng, la chn th
trng trng im v s dng phi hp cc cng c Marketing. Bng vic thit lp
chin lc Marketing, cc hot ng Marketing ca cng ty c thc hin theo mt
quy trnh c hng ch c th ph hp vi nhng c im th trng ca cng ty.
Chin lc Marketing ca cng ty c hiu nh sau:
Theo Philip Kotler Chin lc l h thng lun im logic, hp l lm cn c
ch o mt n v t chc tnh ton cch gii quyt nhng nhim v Marketing ca
mnh. N bao gm cc chin lc c th i vi cc th trng mc tiu, i vi
Marketing-mix, v chi ph cho Marketing
Nhm thc hin: 5

Trang: 10

Viethanit
n hoch nh chin lc marketing
Chin lc marketing c xem l mt chin lc chc nng, n c pht trin
cp n v kinh doanh. Chin lc marketing l s l lun (logic) marketing nh
mt n v kinh doanh hi vng t c cc mc tiu ca mnh. Chin lc marketing
bao gm cc chin lc chuyn bit lin quan n nhng th trng mc tiu, marketing
mix v ngn sch marketing.
1.2.2.2. Nhng cn c xy dng chin lc Marketing
Do chu tc ng ca nhiu yu t, nn khi xy dng chin lc Marketing phi
xut pht t nhiu cn c. C ba cn c ch yu m ngi ta gi l tam gic chin lc
l: cn c vo khch hng, cn c vo kh nng ca doang nghip, cn c vo i
th cnh tranh. Hay cn gi l chin lc ba C v ba ch th ny trong ting Anh bt u
bng ch C (Company, Customer, Competitor). ngha c bn y l: khi xy dng
chin lc kinh doanh, doanh nghip phi quan tm n vic dng thc lc ca mnh
tho mn tt nhu cu th trng, ng thi va phi ht sc lm cho bn thn mnh c
s khc bit mt cch hu hiu vi i th cnh tranh. Khch hng l c s cho mi
chin lc.

Cn c vo khch hng: tn ti v pht trin hot ng kinh doanh,

mi doanh nghip phi chim c mt s lng khch hng nht nh, mt phn no
ca th trng. Khng chim c khch hng th doanh nghip khng c i tng
phc v v do khng tiu th c sn phm dn n khng th tip tc hot
ng kinh doanh. Do khch hng l mi c s cho mi chin lc, l yu t xuyn
sut qu trnh xy dng, trin khai v thc hin chin lc Marketing ca bt c doanh
nghip no.

Cn c vo kh nng ca doanh nghip: khai thc cc ngun lc ca

doanh nghip l mt trong cc yu t quan trng trong hot ng kinh doanh ca doanh
nghip. Bt c mt doanh nghip no cng c im mnh im yu. Do doanh
nghip phi nghin cu nhng im mnh v im yu ca mnh ng thi nghin cu
nhng im mnh im yu ca i th cnh tranh pht huy c im mnh ca
mnh, khc phc nhng im yu v a ra nhng k hoch chnh sch ph hp.

Cn c vo i th cnh tranh: c s ca cn c ny l so snh kh nng

ca doanh nghip vi i th cnh tranh tm ra li th. Li th ca doanh ghip th


hin 2 gc : li th hu hnh c th nh lng c l: tin vn, c s vt cht k
thut, cng ngh,...;li th v hnh l li th khng nh lng c nh uy tn ca
doanh nghip, nhn hiu sn phm ni ting, ti nng qun tr ca ban lnh o, bu
Nhm thc hin: 5

Trang: 11

Viethanit
n hoch nh chin lc marketing
khng kh trong ni b cng ty...thng qua phn tch im mnh im yu ca i th
cnh tranh v ca doanh nghip, t doanh nghip c th xy dng chin lc
Marketing ph hp.
1.2.3. Vai tr ca chin lc Marketing
Chin lc Marketing v Marketing hn hp l hot ng ht sc quan trng
trong hot ng kinh doanh ca doanh nghip. Chin lc Marketing gip doanh nghip
tm kim nhng thng tin hu ch v th trng, c iu kin m rng th trng v tng
quy m kinh doanh. Cc cng c Marketing gip doanh nghip chim lnh th trng
tng th phn, y nhanh tc tiu th bng cch nng cao kh nng cnh tranh v lm
tha mn nhu cu khch hng. Nh c chin lc Marketing cc hot ng ca doanh
nghip c thc hin mt cch ng b, doanh nghip s tip cn vi th trng tim
nng, chinh phc v li ko khch hng v c th ni rng chin lc Marketing l cu
ni gip doanh nghip gn hn vi th trng
Qun tr chin lc Marketing s gip doanh nghip hiu r mc ch v hng
i c th l vic xy dng cc chin lc Marketing Mix cho th trng mc tiu. Hoch
nh chin lc Marketing gip doanh nghip nm vng c hi, nguy c, hiu r nhng
im mnh im yu ca mnh trn c s c th i ph vi nhng bin ng ca th
trng v c c nhng chin lc thch hp.
Vai tr ca chin lc Marketing ch c th t c nu doanh nghip xy dng
mt k hoch Marketing hp l, tc l c d gn kt cht ch ca chin lc Marketing
mix, ca mi b phn c nhn hng v th trng mc tiu la chn. Xy dng mt
chin lc Marketing ng hng to iu kin thun li thc hin tt nhim v.
Hoch nh chin lc marketing l mt tin trnh qun tr, nhm pht trin v
duy tr s thch nghi chin lc gia mt bn l cc mc tiu v kh nng ca doanh
nghip, v bn kia l cc c hi marketing y bin ng. N da vo trin khai mt
nh
doanh vng chc, mc tiu marketing ph hp, trn c s phn tch mi
Nhu kinh
cu v
trng
hnh vimarketing (sn phm, th trng v cnh tranh), thit lp nhng chin lc hot
ng
chng
tnh cht lin kt.
khch

Phn on

s th trng
Sn phm
1.3. Qui trnh hoch nh
chin lc Marketing
swot
Mc tiu,
ngun lc
cng ty

Th
S hoch nh chin lc Marketing
S 2: Qui trnh
Mc tiu
trng
W Marketing
mc tiu
O
Truyn thng
T V tr v s

i th cnh
Nhm
tranh thc
hinhin: 5
ti, tng lai

Gi

khc bit
ca cng ty

Trang: 12

Viethanit

n hoch nh chin lc marketing

Phn phi

1.3.1. Phn tch mi trng marketing


S thnh cng v marketing ty thuc vo vic xy dng chin lc v cc chnh
sch marketing ng n ph hp vi nhng thay i ca mi trng marketing. Mi
trng marketing tiu biu cho mt lot cc th lc khng th kim sot c m doanh
nghip phi da vo xy dng chin lc v chnh sch marketing thch hp.
Theo Philip Kotler, mi trng marketing ca mt doanh nghip bao gm nhng
tc nhn v nhng lc lng nm ngoi chc nng qun tr marketing ca doanh nghip
v tc ng n kh nng qun tr marketing ca doanh nghip v tc ng n kh
nng qun tr marketing, trong vic pht trin cng nh duy tr cc trao i c li i
vi khch hng mc tiu.mi trng marketing c phn chia thnh hai nhm: mi
trng v m v mi trng vi m.
1.3.2. Mc tiu chin lc marketing
Mc tiu ca chin lc marketing th hin cc ch tiu c bn : sn lng tiu
th, doanh thu, th phn, m chin lc marketing cn t c,v c xc nh
cn c vo:

Mc tiu kinh doanh ca doanh nghip.

Cc kt qu t phn tch mi trng

Nhm thc hin: 5

Trang: 13

Viethanit

n hoch nh chin lc marketing


Cc kh nng v ngun lc hot ng marketing .

1.3.3. Xy dng chin lc Marketing


1.3.3.1 La chn cc th trng mc tiu v nh v sn phm
a. La chn th trng mc tiu
Cc doanh nghip cn xc nh r khch hng ca mnh l ai? h c nhu cu v
mong mun g cn c tha mn? chin lc marketing cn c xy dng cho tng
nhm khch hng hay l chung cho tt c khch hng ? iu ch c tr li thng
qua vic phn on th trng v la chn th trng mc tiu. Cng vic ny c tin
hnh qua cc bc sau:
-

o lng v d bo nhu cu

Doanh nghip cn tin hnh c lng nhu cu hin ti v nhu cu tng lai ca
sn phm, cng nh xem xt cc yu t nh hng n nhu cu . Vn ny c
nghi c bit quan trng i vi quyt nh v quy m v cch thc thm nhp th
trng .
-

Phn on th trng

Cc nh marketing u tha nhn rng ngi tiu th trong th trng u mang


tnh khng ng nht, c th phn nhm theo nhiu cch khc nhau. Nhm ngi tiu
th c th lp ra bng cch da trn thng s a l, dn s hc, thng s tm l hc
v thng s hnh vi hc. Tin trnh phn khch hng thnh cc nhm lm ni r s
khc bit v nhu cu, tnh cch, hoc hnh vi c gi l s phn khc th trng. Mi
th trng u c to ra t nhng khc tuyn th trng.
-

La chn th trng mc tiu

Mt doanh nghip c th chn la tin nhp vo mt hoc nhiu khc tuyn


ca mt th trng nht nh no . Tuy nhin hu ht cc doanh nghip u thm
nhp vo mt th trng mi bng cch phc v mt khc tuyn duy nht, v nu vic
lm ny cho thy thnh cng, h tin nhp thm vo cc khc tuyn khc, ri bao tri
theo hng dc hoc hng ngang. S thm nhp khng mang tnh cht ngu nhin m i
theo mt k hoch ch ng. Cc doanh nghip nh thnh cng thng xc nh rng,
ch mt lng nh khch hng s mua sn phm hay dch v ca h. V th, nhim v
ca h l xc nh, cng chnh xc cng tt, nhng khch hng tim nng ng thi
xoy cc chin dch marketing cng nh u t nghim tc tin bc v cng sc ti
mng li khch hng tim nng .

Nhm thc hin: 5

Trang: 14

Viethanit
n hoch nh chin lc marketing
Vic la chn mt phn on thm nhp phi xem xt ba yu t: quy m v
mc tng trng ca tng phn on, tnh hp dn v quy m, c cu v ph hp vi
kh nng marketing ca doanh nghip.
b. nh v sn phm
nh v tr sn phm trn th trng mc tiu l thit k sn phm v hnh nh
ca doanh nghip sao cho n c th chim c mt ch c bit v c gi tr trong tm
tr khch hng mc tiu.
Doanh nghip cn phi tin hnh nh v xc nh cc li th cnh tranh v
sn phm so vi i th, nhm xy dng chin lc marketing c kh nng to ra nhiu
li th hn cho doanh nghip, trong vic tha mn nhu cu v mong mun ca khch
hng , cng nh gp phn thnh t cc mc tiu chin lc ca doanh nghip mt cch
hiu qu hn.
Doanh nghip cn xc nh v tr nhn hiu sn phm so vi cc nhn hiu cnh
tranh, c ngha l to ra s nh gi, nhn nhn v phn bit r rng ca khch hng v
nhn hiu ca doanh nghip, nhng li th ca sn phm trong vic tha mn nhu cu
khch hng so vi cc sn phm cnh tranh .
V vy doanh nghip cn thc hin cc bin php m bo rng sn phm ca
mnh chim mt v tr c bit v mt hoc mt s thuc tnh no trong tm tr khch
hng phn on th trng m doanh nghip mun hng n.
1.3.3.2. Chin lc Marketing
Marketing Mix (4P) thng c dng trin khai c th chin lc marketing
vo tng (phn khc) th trng thng qua sn phm, knh, truyn thng v gi. Cha
kha thnh cng ca cc doanh nghip trong vic xy dng chin lc marketing da
trn b khung 4Ps l h phi nhn ra rng khch hng l trng tm, th trng mc tiu
(Target market) l trng tm trong khi 4Ps xoay quanh n
a. Chin lc sn phm
Mt chin lc marketing c xy dng trn b khung 4Ps s bt u t chnh
sch v sn phm. y l mt iu hp l v iu thit yu nht ca mt doanh nghip
l phi c mt sn phm hoc dch v a ra th trng.
Sn phm l tt c nhng ci g c th a ra th trng to ra s ch , mua
sm, s dng hay tiu th nhm tho mn mt chu cu hay mong mun. Sn phm c
th l nhng vt th hu hnh, nhng dch v mang tnh v hnh , nhng a im (cho
thu a im, thu mt bng hot ng kinh doanh), nhng pht minh, sng ch, nhng
Nhm thc hin: 5

Trang: 15

Viethanit
n hoch nh chin lc marketing
t chc hay nhng ngh. Khi to ra sn phm, cc doanh nghip cn nhn thc y
v 3 mc ca n nhm tho mn nhng mong i ca ngi tiu dng.
Chnh sch sn phm l xng sng ca chin lc Marketing, l yu t c bn
u tin m doanh nghip quyt nh tung ra th trng mc tiu ph hp vi khch
hng tim nng c kh nng tiu th. Ch khi hnh thnh chnh sch sn phm, doanh
nghip mi c phng hng m bo p ng nhng sn phm m th trng yu cu.
Nu chnh sch sn phm khng m bo mt s tiu th chc chn hay khng m bo
mt th trng chc chn th hot ng tiu th s rt mo him v c th dn n tht
bi. Chnh sch sn phm m bo cho doanh nghip th hin mc tiu chin lc kinh
doanh nh li nhun, v th v an ton.
Ni dung c th ca chin lc sn phm bao gm:
-

Xc nh khi lng, danh mc nhng sn phm a vo tiu th trn th

trng.
-

Nghin cu v thit k sn phm mi

b. Chin lc gi c
Gi c l mt trong bn tham s Marketing hn hp c bn. Trong kinh doanh
gi c l mt cng c c th kim sot c m doanh nghip cn s dng mt cch
khoa hc thc hin mc tiu chin lc kinh doanh. Gi c c tm quan trng rt ln.
-

i vi khch hng: l c s quyt nh mua sn phm ny hay sn

phm khc, gi c l n by kch thch tiu dng


-

i vi doanh nghip: gi c l v kh cnh tranh trn th trng, quyt

nh doanh s v li nhun; gin tip th hin cht lng sn phm v nh hng n


chng trnh marketing chung.
-

Tm v m: gi c l ngi ch o h thng kinh t, c nh hng n

s phn phi cc yu t sn xut; lm pht, li sut ngn hng


HIn nay trn th trng, ngoi cnh tranh bng gi c cn c cnh tranh da vo
cht lng, bng dch v... nhng gi c vn ng mt vai tr quan trng. Hng ha s
khng tiu th c nu gi c khng c ngi tiu dng chp nhn. Ngi tiu dng
lun lun quan tm n gi c hng ha, do vy cc nh mt chnh sch gi ng c vai
tr sng cn i vi bt k doanh nghip no. Cc quyt nh v gi c c nh hng
n ton b qu trnh kinh doanh ca doanh nghip. Trong hot ng tiu th, doanh
nghip phi xc nh gi c p ng cc mc tiu chin lc Marketing, do cc mc
gi phi c nh ra trn c s cc mc tiu c xc nh r rng ty theo cc giai
Nhm thc hin: 5

Trang: 16

Viethanit
n hoch nh chin lc marketing
on trong chu k sng sn phm, cc ngun lc ca doanh nghip, v th ca doanh
nghip, tnh cht cnh tranh trn th trng a ra cc mc tiu nh gi ph hp.
Sau khi la chn mc tiu cho chin lc gi doanh nghip phi la chn chnh
sch gi ph hp.
Tm li, chin lc gi i vi doanh nghip l vn c ngha cc k quan
trng, n va l khoa hc ngh thut va l k thut c tnh tiu xo. Ty theo tng iu
kin hon cnh ca th trng cng nh ca doanh nghip m c cc chnh sch nh gi
khc nhau
c. Chin lc phn phi
Phn phi l ton b cng vic a mt sn phm/dch v t ni sn xut n
tn tay ngi tiu dng c nhu cu, bo m v thi gian, s lng, chng loi, kiu
dng, mu sc, cht lng m ngi tiu dng mong mun. Phn phi l cu ni
gip nh sn xut cung cp sn phm cho khch hng: ng sn phm, thi im, a
im, ng knh, lung hng. Doanh nghip tp trung sn phm, t chc iu hnh vn
chuyn tit kim chi ph, hn ch ri ro thit hi. Hin nay, ngy cng c nhiu doanh
nghip quan tm n phn phi nh l mt trong nhng bin s Marketing to nn li
th cnh tranh di hn cho doanh nghip trn th trng. Cc doanh nghip t chc v
hot ng phn phi thng qua cc knh phn phi

Cc loi knh phn phi

Trong chin lc Marketing, vic la chn phng thc phn phi no c coi
l vn c tnh cht trng tm, bi v y l lc chuyn giao quyn s hu t ngi
sn xut sang ngi tiu dng. C nhiu phng thc tiu th phn phi sn phm. Tuy
nhin vic p dng phng thc ny hay phng thc khc l do c tnh sn phm,
mc ch s dng chng, khi lng mua bn nhiu hay t, iu kin giao nhn, vn
chuyn hng ha gia ngi mua v ngi bn quyt nh

Knh phn phi trc tip: l hnh thc doanh nghip bn thng hng ha

sn phm cho ngi tiu th cui cng khng qua cc khu trung gian
S 4: Knh phn phi trc tip

Nhm thc hin: 5

Doanh nghip

Ngi tiu dng

sn xut

cui cng

Trang: 17

Viethanit

n hoch nh chin lc marketing

- u im : + Tng cng quan h gia nh sn xut v ngi tiu dng, kp


thi chun xc thu c thng tin th trng
+ Nh sn xut trc tip gii thiu sn phm vi ngi tiu dng,
phc v sau bn hng gy c tn nhim xy dng qun th th trng n nh
+ Rt ngn thi gian chu chuyn sn phm, gim tiu hao
+ Gim ph trung chuyn
+ C li cho nh sn xut khng ch gi c v phng thc xc
tin bn hng, thch ng linh hot vi bin i th trng, kp thi ra quyt sch, iu
chnh phng thc v gi c, nm bt c hi th trng.
- Nhc im: hot ng bn hng din ra tc chm, chi ph bn hng trc
tip cao, cn mt i ng cn b cng nhn vin chuyn bn hng ln, phi u t cho
h thng ca hng ln.

Knh phn phi gin tip: l hnh thc doanh nghip bn hng ca mnh

cho ngi tiu dng cui cng qua cc khu trung gian bao gm: ngi mi gii, i l,
ngi bn bun, ngi bn l.

Nhm thc hin: 5

Trang: 18

Viethanit

n hoch nh chin lc marketing


S 5: Knh phn phi gin tip
i l

Doanh nghip
sn xut

Bn bun

Bn l

Khch hng tiu


dng cui cng

Mi gii
- u im: + Vi hnh thc ny doanh nghip c th tp trung sc lc lm tt sn
xut, tng cng sng to mi, nng cao cht lng sn phm
+ C li cho vic tit kim, gim bt mc chim dng vn lu ng do
doanh nghip khng cn mt vn xc tin tiu th
+ C li cho vic gip ca hng trung tm m rng th trng, khuch
trng tiu th, iu phi quan h sn xut tiu th, gii quyt mu thun gia s lng
v yu cu, chng loi sn phm v khong cch thi gian.
- Nhc im: thi gian lu thng hng ha di, doanh nghip kh kim sot
c khu trung gian, thiu thng tin t ngi tiu dng v nhu cu, cc thng tin
phn hi v gi c, cht lng, mu m, dch v sn phm.
d. Chin lc v truyn thng c ng
Ngoi vic pht trin sn phm thch hp, t gi hp dn, thng qua knh tiu
th thng sut n khch hng mc tiu, cc doanh nghip phi to c thng hiu
trn th trng, thit k v truyn b hnh nh to c hnh nh c sc v iu kin
mua bn v c th a n cho khch hng nhng thng tin li ch khc, gip cho hot
ng tiu th m bo thnh cng. Trong qu trnh xc tin tiu th trn th trng,
ngy cng c tc dng quan trng, bi v chin lc Marketing thnh cng hay tht bi
cui cng phi th hin qua tiu th ng thi thng hiu doanh nghip xy dng dc
c tt hay khng cng quyt nh thnh cng ca sch lc xc tin. Trong c ch th
trng hin nay, vic tiu th hng ha ngy cng tr nn kh khn hn. Trn th th
trng c rt nhiu sn phm hng ha cng loi vi sn phm ca doanh nghip lm
nh hng n hot ng tiu th ca doanh nghip. Do vy phi c cc hot ng xc
tin h tr cho hot ng tiu th nh vy doanh nghip s tiu th sn phm d dng
hn.

Nhm thc hin: 5

Trang: 19

Viethanit
n hoch nh chin lc marketing
Nhng cng c c bn c s dng nhm hon thnh nhng mc tiu truyn
thng ca t chc thng c cp l h thng c ng. Mi cng c trong phi
thc chiu th c xem nh l mt cng c truyn thng marketing tch hp
S 6: H thng c ng

H thng c ng

Qung

Marketing

Marketing

Khuyn

co

trc tip

tng tc

mi

Quan h
cng
chng

Bn hng
trc tip

* Qung co
Qung co c nh ngha nh l bt c hnh thc truyn thng phi c nhn no
gii thiu v t chc, sn phm, dch v, kin hay cch suy ngh thng qua s tr
gip v c tr tin. Qung co c bit n nh l cng c tt nht v ph bin nht
trong cc hnh thc ca chiu th bi v tnh lan rng khp ni ca n. N cng l cng
c quan trng nht. Nhng trong qun l tiu th qung co m trch khng ch nhim
v truyn b. Mc ch ca qung co l tng cng kh nng tiu th, thu ht s
quan tm ca khch hng i vi sn phm, thc y nhanh chng qu trnh bn sn
phm, gii thiu sn phm mi a ra th trng, tc ng mt cch c thc ti ngi
tiu dng h mua nhng sn phm hoc dch v c qung co.
Vn t ra cho doanh nghip l khi tin hnh qung co cn nh hng
vo ai, cn tc ng n ai, nhm i tng no, mc tiu n nhn qung co?...
phng tin qung co no, thi im qung co no thu ht c nhiu khch hng
mc tiu nht.
Qung co phi c tnh ngh thut, phi kch thch nhu cu. iu quan trng l
qung co phi thit thc v ph hp vi mi ngi. Cc doanh nghip phi tnh ton
chi ph qung co, ng thi d on c hiu qu ca qung co em li.
* Marketing trc tip _ cho hng c nhn

Nhm thc hin: 5

Trang: 20

Viethanit
n hoch nh chin lc marketing
Cho hng trc tip c nhn l s thng t ring l. Hnh thc ny i hi tn
nhn lc, nhn vin cn phi c k nng chuyn nghip, chi ph v thi gian nhiu. Tuy
nhin, cho hng trc tip c nhn rt thun li v linh hot, thuyt phc trc tip v
hiu qu . Nhng cng c cho hng ch yu
- Marketing bng Catalog qua bu in tip cn khch hng trin vng.
- Marketing bng th trc tip: th cho hng, t bm qung co, bng ghi m,
ghi hnh v c a mm qung co, hng dn s dng ( tha mn c chn lc th
trng mc tiu
- Marketing qua in thoi: c h thng my quay s t ng, pht thng ip
ghi hay chuyn cho tng i gii p (c s in thoi min ph cho khch hng t
mua hng, lm gim bt s nhn vin bn hng, lp danh sch ngi mua theo di,
phc v cc khch hng xa)
- Marketing p ng trc tip trn TV, radio, tp ch bo ch: c knh truyn
hnh ring gii thiu sn phm, bn hng v dch v cho tt c cc loi sn phm.
* Khuyn mi
Khuyn mi c nh ngha nh l nhng hot ng Marketing nhm cung cp
gi tr thm v khuyn khch n lc lng bn hng, cc nh phn phi ha khch hng
khch hng v kch thch ngay n sn lng bn ra. Cc hot ng thc y bn hng
c phn ra thnh 3 loi, nhm tc ng vo 3 i tng khc nhau, cc hot ng ny
s thu ht khch hng, khch l vic mua hng, tiu th sn phm v dch v ca doanh
nghip.
- Khuyn mi (consumer promotion) - nhm tc ng vo ngi tiu dng nh l
tng hng mu, phiu thng, tr li tin, bn hng aih h gi, phn thng, thi th,
phiu tng hng, biu din
- Khuyn mi (trade promotion) - nhm tc ng vo cc thnh phn tham gia
trong dy chuyn phn phi ( cc nh bn bun, cc i l, cc nh bn l) nh l tr
cp mua, qu min ph, tr cp bng hng, qung co hp tc, thi ua doanh s tim
bun
- Lc lng bn hng (sales force) - Nhm tc ng vo lc lc nhn vin bn
hng ca chnh doanh nghip nh l tin thng, thi ua, so snh doanh s.
* Tuyn truyn/ quan h cng chng
Cng chng l cc nhm ngi c quan tm nh hng thc ti hay tim n n
kh nng doanh nghip t c nhng mc tiu ca mnh. Doanh nghip cn lm tt
Nhm thc hin: 5

Trang: 21

Viethanit
n hoch nh chin lc marketing
cng tc tuyn truyn v quan h thng t v thu phc khch hng. Tuyn truyn l
cc hot ng thng tin cho cng chng bit v nhng u im ca sn phm v
doanh nghip, c tnh cht thuyt phc cao v cc mu tin thi s mang tnh khch quan
hn i vi khch hng
Cc cng c tuyn truyn ch yu
- Xut bn phm hay cc t liu truyn thng: bo co nm, bi bo, phim t
liu, bn tin v cc tp ch ng ti cc thng t t cng ty
- Cc s kin: hi ngh, hp bo, hi tho chuyn , trin lm, l k nim, bo
tr cho cc hot ng vn ha x hi
- Tin tc mang tnh cht tuyn truyn cho cng ty mt cch khch quan (gim
c gii, cng nhn trnh tay ngh cao, c cng nhn tiu chun cht lng trong
sn xut)
- Bi ni chuyn trc m ng, hi ngh khch hng, nh phn phi
- Hot ng cng ch: ng h gip , cu t, xy dng cng trnh phc li cng
cng
- Phng tin nhn dng thu ht s ch : logo in trn sch, vn phng phm,
bng hiu, qun o ng phc
* Bn hng c nhn
y l hnh thc truyn thng ngi n ngi, ngi bn c gng thc y v
thuyt phc khch hng tng lai mua sn phm hay dch v ca cng ty hay thc hin
cc tng. Khng ging nh qung co, bn hng c nhn i hi phi c s tip xc
gia ngi mua v ngi bn thm ch l c mt i mt hay thng qua cc phng
tin giao tip nh in thoi
Mc ch ca vic bn hng c nhn khng ch n thun nhm bn c mn
hng m cn bao hm nhiu mc ch khc. Chng hn nh thu thp thng tin v nhu
cu, gip khch hng trong vic la chn sn phm, quan h, phc v tt lu gi
khch hng. Nhn vin bn hng l ngi trc tip gii thiu vi khch hng v sn
phm ca doanh nghip, th hin tnh u vit ca sn phm, thuyt phc khch hng
mua sn phm, ng thi xc tin v m rng phm vi tiu th, L cu ni trung gian
nn h c tc dng ln trong vic khai thc, thuyt phc khch hng v thu thp thng
tin v sn phm trn th trng.

Nhm thc hin: 5

Trang: 22

Viethanit

Nhm thc hin: 5

n hoch nh chin lc marketing

Trang: 23

Viethanit

n hoch nh chin lc marketing

Phn 2: THC TRNG CHIN LC MARKETING


2.1. Gii thiu v cng ty nc gii kht Pepsio Vit Nam
2.1.1. Gii thiu chung.

Hnh 2.1. Biu tng pepsico


Tp on Pepsi thnh lp nm 1898, tr s chnh ti thnh ph Purchase bang
New York, M.Nm 1965, Pepsi sp nhp vi tp on Frito-Lay thnh tp
PepsiCo( vit tt: pep)L mt trong s cc cng ty sn xut thc n v ung ln nht
th gii,vi thu nhp trong nm 2006 trn 35 t la .PepsiCo c h thng phn phi v
mng li bn hng i l dy c gn 200 quc gia,v thu hn 185,000 nhn vin
trn ton th gii Ti th trng Vit Nam cng ty Pepsi gia nhp th trng Vit Nam
vo nhng nm 90 ca th k trc v vi li th hng hu ca mnh Pepsi tung ra
chin lc khuyn mi i h gi v cc hng nc ngt nh l khc Vit Nam lp
tc lm vo khng hong.Vi gi r cng thm uy tn hng u th gii
Pepsi bp cc hng nc gii kht ni a ch trong vng 1 thng.
Cng ty Nc Gii kht Quc t Pepsico Vit Nam c thnh lp theo quyt
nh s 291/GP ngy 24/12 nm 1991 ca y Ban Nh Nc v hp tc v u t.Tin
thn l mt cng ty lin doanh gia SP.Co v Cng ty Macondray - Singapore.Sn phm
ca PepsiCo Vietnam vi cc nhn hiu Pepsi, 7-up, Mirinda, Evervest, Sting, Aquafina,
Twister t tiu chun quc t v tha mn nhu cu ni a v xut khu.
Cng ty nm a ch: tng 5,cao c Sheraton Saigon,88 ng Khi,Qun 1,TP
HCM,Vit Nam.
Nhm thc hin: 5

Trang: 24

Viethanit
Chi nhnh ti H Ni:

n hoch nh chin lc marketing

a ch: S 1 Phng Mai, ng a, H Ni.


Tel:(84-4)577 1100 - Fax: (84-4)576 4443.
S khn cp:(84)5 741 111.
Website: http://www.pepsicocareer.com.vn
2.1.2. Lch s hnh thnh v pht trin

Hnh 2.2. Logo Pepsico qua cc thi k


24/12/1991 Cng ty Nc gii kht Quc t (IBC) c thnh lp do lin
doanh gia SP.Co v Marcondray-Singapore vi t l vn gp 50% - 50%.
1994 M b cm vn vi Vit Nam.
* PCI c thnh lp vi 2 nhn hiu: Pepsi v 7Up.
* Lin doanh vi s vn gp ca PI l 30%.
1998 PI mua 97% c phn, SPCo 3%, tng vn u t ln 110 triu la.
2003 PepsiCola Global Investment mua 3% cn li, i tn thnh Cng ty
Nc gii kht Quc t PepsiCo Vit Nam. C thm cc nhn hiu: Aquafina, Sting,
Twister, Lipton Ice Tea.
2005 Chnh thc tr thnh cng ty c th phn v nc gii kht ln nht Vit
Nam.
2006 Tung ra sn phm Foods u tin (Snack Poca)
2007 Pht trin thm ngnh hng sa u nnh.

Nhm thc hin: 5

Trang: 25

Viethanit
2.1.3. Vin cnh, s mnh.

n hoch nh chin lc marketing

2.1.3.1. Vin cnh:


Ti Pepsico chng ti tin tng rng: Mi nhn vin nh mt c nhn, chng ti
c

trch nhim ng gp cho cht lng cuc sng cng ng. Trit l ny c

biu th: Trch nhim ca PepsiCo khng ngng hon thin hnh nh trn tt c mi
ni chng ti hot ng, mi trng- kinh t- x hito ra mt ngy mai tt p hn
hm nay.
a. T tng ct li:
V gi tr ct li ca cng ty, Steven Reinemund (cu gim c iu hnh cng
ty PepsiCo) hy vng rng cng ng ca Pepsico c th phn nh c nhng gi tr
ca cng ty l : s trung thc, s cng bng v s hon ho.
b. Mc ch ct li:
em li s tin li cho tt c mi ngi.
c. Hnh dung v tng lai:
Pepsi s tr nn tr trung hn, khc l hn v ph hp hn vi cc khch hng
ca mnh.
2.1.3.2. S mnh:
Tr thnh cng ty hng u v sn xut hng tiu dng, tp trung ch yu vo
thc phm tin dng v nc gii kht. Chng ti khng ngng tm kim v to ra cc
hiu qu ti chnh lnh mnh cho cc nh u t, to c hi pht trin v em li nhiu
li ch kinh t cho nhn vin, cc i tc kinh doanh v cng ng ni chng ti hot
ng. Chng ti lun phn u hot ng trn c s trung thc, cng bng v chnh trc
trong mi hnh ng ca mnh.
2.1.4. Phn tch mi trng Marketing
2.1.4.1 Cc yu t v m:
a. Mi trng kinh t:
Nn kinh t trn ton th c xu hng phc hi v khu vc Chu c d
on l khu vc tng trng kinh t nhanh nht th gii.Theo Ngn hng Pht trin chu
(ADB)th nn kinh t chu (khng bao gm Nht) tng trng 3,4% trong nm
2009 v Nm 2010, kinh t cc nc chu s tng trng khong 6%.Vit Nam

Nhm thc hin: 5

Trang: 26

Viethanit
n hoch nh chin lc marketing
trong qu I-2009 nn kinh t tng trng 3.1% v theo d on ca cc nh kinh t th
GDP ca nc ta nm nay s l 4.6%
b. Mi trng cng ngh:
Cng ngh ngy cng tr thnh nhn t then cht quyt nh s thnh bi ca
cng ty. Pepsi lun tm kim nhng cch thc cung cp dch v v thng tin vi cht
lng v hiu qu cao, s pht trin cng ngh ton cu em li nhng kh nng v gii
php cho s pht trin ca Pepsi, lun lun tm kim bt c gii php no m c th
gim bt chi ph ca vic a nhng sn phm ti khch hng v ci thin dch v cng
lc l mt trong nhng mc tiu hng u ca cng ty.
c. Mi trng vn ho-x hi :
Nc ta l mt tronng nhng nc an bnh trn th gii,vi nhng t tng vn
ho phi ni l thong. Vi li th trng nc gii kht th vi nc ta s khng yu
cu qu nhiu khi m nhng vn ho Vit Nam khng k th vi dng sn phm ny,v
vi Pepsi cng th.
d. Mi trng nhn khu:
Kt qu Tng iu tra dn s v nh nm 2009 cho thy Vit Nam hin l nc
ng dn th 3 Asean v th 13 trn th gii, c th l 85,789,573 ngi.Nm bt c
nhu cu cng vi i tng phc v chnh ca Pepsi l gii tr, Pepsi ch ng dch
u t khai thc th trng lao ng di do,gi r nhm gii quyt cng n vic lm
cho i ng tr v cng l th trng tiu th tim nng hin ang cn b ng. Tuy
nhin vn chiu m, hun luyn v nm gi nhng con ngi i hi cng ty phi
mt 1 chi ph ln kt hp vi hnh thc qun l a dng nhm p ng s thay i ca
ngun lao ng.
e. Mi trng chnh tr php lut:
Cng vi s pht trin ca nn kinh t t nc th h thng php lut ca Vit
Nam ngy cng hon thin hn,vi ngy cng nhiu cc ro cn vi nhng nguyn tc
ngy cng gt gao hn.iu t ra cho cc nh lnh o ca Pepsico Vit Nam
nhng thch thc ln hn,phi lm sao cho ph hp vi php lut v vi tiu chi phat
trin ca cng ty. Hn na mi trng kinh doanh Vit Nam ngy cng c thun
li hn, do c mt nn chnh tr rt l bnh yn hn so vi cc nc trong khu vc.

Nhm thc hin: 5

Trang: 27

Viethanit
f. Mi trung ton cu:

n hoch nh chin lc marketing

Xu hng ton cu ho pht trin mnh m, nn kinh t ngy cng c quc t


ho mnh m, nhng th trng ton cu v nhn lc, cng ngh, t bn, hng ho
nguyn vt liu, dch vngy cng c m rng. Chnh v th m Pepsi Vit ngy
cng thc hin vic xut khu sang cc nc trong khu vc. Theo tro lu ton cu
ho ,thc n nhanh, ung kiu M v ang nhanh chng c m rng khng
ngng tr thnh mt phong cch, mt gii php hu hiu,m cng ty ang m.
2.1.4.2 Cc yu t vi m:
a. i th hin ti:

Hnh 3.1. Di th cnh tranh ca pepsico


Vic xc nh ng v tr ca mnh ra cc mc tiu v thc hin chng bng
mi gi l mt trong nhng vic m Pepsi lun lm. V i th truyn kip ca Pepsi
phi k n chnh l Cocacola.
Trn th trng th gii th Pepsi vn l k theo ui Cocacola nhng th
trng Vit Nam Pepsi li l ngi i u v lun l k i tin phong.V th nh hng
tp trung cao chnh l iu m PepsiCo cn phi c c c th tp trung sc
mnh ti chnh ca mnh hn na m i u vi Coca-Cola trn cc th trng. thc
hin c vic ny khng th l d dng, PepsiCo cn phi tp trung sc mnh ca
mnh hn na. R rng l PepsiCo c c nhng chin lc tuyt vi i u
vi Coca-Cola, chnh l tng marketing th h Pepsi c gii thiu t
nhng nm u thp nin 1960

Nhm thc hin: 5

Trang: 28

Viethanit
b. i th cnh tranh tim tng:

n hoch nh chin lc marketing

Cung cp thc n v ung tin li ang dn tr nn l mt ngnh hp dn,v


y l lnh vc d u t v li nhun ln.Tuy nhin cc i th ny gp phi 1 s kh
khn, l phi c ngun vn ln v lng trung thnh ca khch hng. xy dng
thng hiu, nhiu cng ty tp trung chi ph ln vo qung co.Bi v Pepsi l ngi
n Vit Nam u tin v cng l c mt t lu i trn th th trng v dnh c li
th cnh tranh ln t cc yu t ch yu cho qu trnh sn xut sn phm n cc yu t
u vo cho qu trnh sn xut :nguyn vt liu ,lao ng ,thit b v cc k nng nn
Pepsi hon ton c th tin tng vo li th ca mnh.Tuy nhin ci tin nhng dch v
ca mnh gi chn khch hngl nhng vic m Pepsi lun quan tm.
c. Nng lc thng lng ca khch hng:
Cng vi s pht trin ca nn kinh t,cuc sng ca mi ngui c nng cao,
khch hng ngy cng quan tm n nhu cu n ngon mc p nhng phi m bo
sc kho ca chnh h .Th trung ung v thc n tin li ang ngy cng pht
trin,cc i th cung ng sn phm ngy cng a dng hn theo xu hng gia tng
khi lng v cht lng ca sn phm,cht lng cuc sng c nng cao lm gia
tng s nh hng ca ngi mua v khch hng ngy cng d dng hn trong vic la
chn v so snh sn phm gia cc i th cnh tranh la chn cho mnh mt sn
phm tt nht v ph hp nht.
d. Nng lc thng lng ca nh cung cp:
Pepsico Vit Nam l thnh vin ca Pepsico ton cu nn u c nhng nh cung
cp ln nht nh.Cc nh cung cp lin kt vi nhau theo xu hng cng c li cho
ton ngnh, mi quan h tt vi nh cung cp s c duy tr to iu kin thun li
trong qu trnh hot ng.Tuy nhin th khi m trong th trng c qu nhiu i th
cnh tranh th nng lc ca nh cung cp s manh hn.
e. Sn phm thay th:
S tn ti ca cc sn phm thay th nh tr, c ph, cc hnh thc gii kht khc
ang lm mi e do cho cng ty lm hn ch kh nng t gi cao v tnh sinh li ca
sn phm do cnh tranh cao.iu ng ngha vi vic Pepsi phi phn chia th phn
vi cc i th, kh khn hn trong vic tip cn khch hng hn.

Nhm thc hin: 5

Trang: 29

Viethanit
Phn tch mi trng bn trong.

n hoch nh chin lc marketing

2.2.1 M hnh Swot


1. im mnh:

2. im yu:

Nc ngt c gas Pepsi l sn phm c

Sc mnh c c t nhn hiu cha cao.

thng hiu lu i, uy tn v ni ting trn

Chi ph dnh cho qung co sn phm rt

ton th gii.

ln.

Pepsi c th phn v ch ng kh vng chc K th chnh yu l rt mnh.


trn th trng.

Th phn ca Pepsi trn th trng l kh n

Sn phm c cht lng hon ho, gi c

iu,hu ht ngi dng cui cng l ngi

hp l, bao b p-bt mt, a dng v chng

tr,hin vn c mt s t ngi khng thch

loi v mu m.

hng v ca Pepsi.

Pepsi c khch hng nh gi cao v s

Vic thit k gi sn phm ca Pepsi vn cn

tin li, tnh nng ng.

km hp dn.

Pepsi gn lin vi phong cch tr trung, lun


bt ph-l sn phm dnh cho gii tr.
Khu v, hng v ph hp vi phn ng
ngi tiu dng Vit.
3. C hi:

4. e da.

phc hi ca nn kinh t sau suy thoi

S gia tng v lm pht.

nh vo gi kch thch kinh t ca chnh ph.

Sn phm thay th a dng.

Vit Nam gia nhp WTO.

Khch hng ngy cng i hi cao v cht

Th hiu v xu hng tiu dng hin i

lng v mu m sn phm.

ngy cng ln

p lc t cc i th cnh tranh l rt ln.

Quy m v c cu dn s tr.

S nhy cm v gi.

Th trng rng ln xt v c hin ti v th

Cnh tranh khng lnh mnh.

trng tim nng trong tng lai.


Kh hu Vit Nam rt ph hp vi vic pht
trin cc sn phm nc ung gii kht.
Cng ngh pht trin nhanh v d dng tip
cn hn so vi cc i th khc.
C nhng nh cung ng ln, c uy tn
Nguyn vt liu m bo.

Nhm thc hin: 5

Trang: 30

Viethanit
2.2.2 Phn tch m hnh Swot.

n hoch nh chin lc marketing

a. S - O:
Nn kinh t phc hi sau suy thoi, nhu cu tiu dng tng cao s l ng lc ln
cho pepsi pht trin bi v pepsi c th phn ln v ch ng vng chc trn th
trng
Vic gia nhp WTO s l li th cho vic pepsi tip cn d dng vi cng ngh
ch bin, nguyn vt liu v cc nh cung ng ca mnh
Th trng m rng, th hiu tiu dng hin i tt c s l c hi khi thc trit
cc li th v uy tn v kh nng ph hp vi ngi tiu dng Vit ca pepsi
Vic nm bt nhanh cc bin i v cng ngh lun l hng i nhanh nht
thnh cng
Dn s Vit Nam ngy cng tr ho l tt c nhng g m pepsi mong i bi v
sn phm pepsi lun dnh cho gii tr.
b. S T:
Gi c gia tng nhng vi s uy tn v lng khch hng ln s khng tc ng
ln ti nhu cu v sn phm
Gi c mt s nguyn vt liu c th gia tng nhng vi nhng nh cung cp uy
tn lu i th vic chn p gi s kh xy ra v s tc ng khng ng k n gi thnh
sn phm
S gia tng nhu cu ca khch hng s lun c nm bt kp thi
i th cnh tranh kh c th chn p pepsi n ng cng bi nhng thnh
cng v tm nh hng ca ca pepsi n ngi tiu dng khng d b lt v thay th
c. W O:
Nhng im yu ny kh c th hn ch c trn th trng hin ti.
Cng ngh pht trin, c th ci thin c vic thit k nhiu gi sn phm khc
nhau.
Th hiu v xu hng tiu dng hin i ngy cng ln l c hi pepsi m
rng th phn.
Vit Nam gia nhp WTO l c hi pepsi qung b nhn hiu ca mnh trn
nhiu th trng khc nhau.
d. Kt hp W T:
Cn phi gia tng sc mnh t nhn hiu phng s tn cng ca cc i
th cnh tranh.
Nhm thc hin: 5

Trang: 31

Viethanit
C gng ci thin chi ph qung co.

n hoch nh chin lc marketing

Khch hng ngy cng i hi cao v cht lng v mu m sn phm nn vic


thit k sn phm v gia tng cht lng sn phm cn phi c ci thin v nng cao.
2.3. Chin lc kinh doanh ca cng ty
2.3.1. Chin lc hin ti.
Vi mc tiu l tr thnh cng ty hng u v sn xut hng tiu dng, tp trung
ch yu vo thc phm tin dng v nc gii kht, khng ngng tm kim v to ra cc
hiu qu ti chnh lnh mnh cho cc nh u t, to c hi pht trin v em li nhiu
li ch kinh t cho nhn vin, cc i tc kinh doanh v cng ng ni chng ti hot
ng. Chng ti lun phn u hot ng trn c s trung thc, cng bng v chnh trc
trong mi hnh ng ca mnh.
Hin nay mc tiu ca pepsico vit Nam l a dang ha sn phm v da dng ha
th trng, theo ng chnh sch ca cng ty m.
Pepsico l hng sn xut nc ngt ln ng th 2 trn th gii,vi ngun lc ti
chnh vng mnh.Thng bo li nhun ca hng trong qu 2 nm 2009 l 1,19 t USD,
tng ln t mc 1,06 t USD nm ngoi.
Pepsico Vit Nam c th phn ln nht trong lnh vc nc gii kht,vi cc nh
my sn xut ln ,dy chuyn hin i.
Pepsi lun c nhng sng kin mi to ra nhng sn phm mi p ng nhu
cu ngy cng a dng ca ngi tiu dng.
Pepsi s hu i ng nhn vin c nng lc , lm vic hiu qu. H thng phn
phi v bn hng rng khp trn ton quc

Nhm thc hin: 5

Trang: 32

Viethanit

n hoch nh chin lc marketing

2.3.2. Bo co kt qu hot ng king doanh ca cng ty Pepsico VN nm


2009 2010
Ch tiu
Tng ti sn
Tng ngun vn ch s

Nm 2010
12.262.629.274.378
6,753,852,780,375

Nm 2009
11.628.389.386.621
5,289,278,816,728

hu
Doanh thu bn hng
Cc khong gim tr
Doanh thu thun
Gi vn hng bn
Li nhun gp
Doanh thu t hot ng ti

373.264.085.885
373.264.085.885
316.054.798.659
57.209.287.226
1 .556.290.773

318.360.902.308
68.963.736
31.291.938.572
279.672.763.131
38.619.175.441
18.866.658.032

chnh
Chi ph ti chnh
+ Trong : Li vay
Chi ph bn hng
Chi ph qun l doanh

10.873.151.286
10.873.151.286
23.139.675.434

12.485.632.130
12.485.632.130
16.885.151.747

nghip
Li nhun t hot ng

24.752.751.279

28.115.049.596

kinh doanh
Thu nhp khc
Chi ph khc
Li nhun khc
Tng li nhun trc thu
Chi ph thu thu nhp

1 92.628.194
1.281.152.715
(1.088.524.521)
23.664.226.758
7.613.149.230

45.695.485.765
44.296.334.405
1.399.151.360
29.514.200.956
417.350.598

doanh nghip
Li nhun sau thu TNDN

16.051.077.528

29.096.850.358

Li nhun gp bin : Th hin kh nng sinh li trn doanh s ca cng ty


Pepsico VN. Thng s ny o lng hiu qu ca cc hot ng sn xut v Marketing.
t bit thng s ny cn phn nh tnh hp l trong chnh sch nh gi ca cng ty.
Li nhun gp v bn hng v CCDV
Li nhun gp bin =
Doanh thu thun v bn hng v CCDV
- Nm 2009 :
Li nhun gp = 38.619.175.441 / 31.291.938.572 = 123,4%
- Nm 2010 :
Li nhun gp = 57.209.287.226 / 373.264.085.885 = 15,32%
Nhm thc hin: 5

Trang: 33

Viethanit
Thu nhp trn tng ti sn (ROA) :

n hoch nh chin lc marketing

Li nhun sau thu TNDN


ROA =
Tng ti sn bnh qun trong k
- Nm 2009 :
ROA = 29.096.850.358 / 11.628.389.386.621 = 0,002%
- Nm 2010 :
ROA = 16.051.077.528 / 12.262.629.274.378= 0,001%
Nhng con s trn cho thy mc sinh li ca cng ty Pepsico VN l cha cao,
nm 2010 so vi nm 2009 tng nh. iu ny chng t cng ty s dng ti sn cha
hp l trong qu trnh to ra doanh s
Thu nhp trn vn ch (ROE) :
Li nhun sau thu TNDN
ROE =
Tng vn ch s hu bnh qun
- Nm 2009:
ROE = 29.096.850.358 / 5.289.278.816.728= 0,55%
- Nm 2010 :
ROE = 16.051.077.528 / 6.753.852.780.375= 0,23%
Thng s ny cho bit hiu qu ca doanh nghip trong vic to ra thu nhp cho
cc c ng, n cho bit kh nng sinh li trn vn u t ca h trong cng ty. Con s
ny cho thy cc c ng c li mt phn nh trong cc hot ng ca cng ty.
2.4. Chin lc Marketing hin ti ca cng ty
2.4.1. Chin lc sn phm
2.4.1.1. Pht trin sn phm mi:
Hin nay pepsico - VN to ra nhiu sn phm p ng nhu cu ngy cng tng
ca con ngi.
7 up Revive: L nc ung Isotonic c kh nng cung cp v cn bng kp thi
cc loi mui, khong cht, vitamin v nc m c th cn sau mi khi hat ng, gip
tinh thn lun thoi mi, sng khoi. Trong Isotonic c cha y thnh phn
electrolytes (mui, khong cht nh Natri, Ma-gi, Kali, Canxi v Clo), cc loi vitamin

Nhm thc hin: 5

Trang: 34

Viethanit
n hoch nh chin lc marketing
B (B3, B6, B12) v nc v ging nh thnh phn thng b mt i qua m hi khi c
th vn ng.

Hnh 2.3. Cc sn phm hin nay ca pepsico


Diet Pepsi: danh cho ngi n king.
Sting: gip tng cng sinh lc trong mi hot ng.
2.4.1.2. Cc chin lc theo chu k sng ca sn phm:
Hu ht cc sn phm nc gii kht ca Pepsi u l nhng sn phm quc t
nn th chu k sng ca sn phm n s hng dn chng trnh pht trin sn phm,khi
hoch nh mt sn phm nn c ngay t u k hoch m rng chu k sng ca sn
phm, ngay c sn phm c gii thiu ln u trn th trng.
a. Giai on gi thiu:
Trong sut giai on gii thiu, vic nh gi c th l mt cng vic hi kh
khn. Cng ty s dng gi sn phm thay th ca cc i th cnh tranh gin tip lm
im khi u ra quyt nh v gi.
Gi ca phng n tt nht c nhn bit nhng gi tr chnh lch hiu sut ca
sn phm mi li khng c nhn bit. Khch hng c th gp kh khn trong vic
c lng gi tr mt sn phm mi m v khc bit. Cc quyt nh v gi trong giai
on gii thiu khng ch kh khn m cn rt quan trng.
t gi qu cao cho mt sn phm mi gii thiu c th git cht sn phm ,
lm tn hi n cng vic ca nhiu nhn vin trong mt thi k pht trin di. V vy
cn va tham khong gi ca i th cnh tranh tip ca mnh l Coca- cola va xem
xt cc vn bn trong.

Nhm thc hin: 5

Trang: 35

Viethanit
b. Giai on pht trin:

n hoch nh chin lc marketing

Trong giai on ny, PepsiCo-VN nn nh gi nh th no?Trong giai on ny


pepsi ci tin thm cht lng tng cng thm hng v ln mu sc n mong mung
th trng v doanh s tng ln nhanh chng.
Pepsico Vit Nam c c v tr hng u v ng cong kinh nghim cng s
mun gim gi dn trong giai on ny. Chin lc ny s duy tr li nhun doanh s
bn theo n v sn phm v ngn cn cc i th nhp cuc sau.
Mt s i th s b l hoc thua cuc.
c. Giai on chn mui
Vo giai on chn mui, s tng trng doanh s bn theo n v sn phm
ang chng li v cc i th cnh tranh cn li ang c tm cch lm cho sn phm ca
h tr nn khc bit nht l vi Coca-cola li cng c nhng sn phm nc gii kht
tng ng. Trong sut giai on ny, Pepsi cung cp nhng phin bn khc nhau ca
sn phm tng cng them tnh nng,cht lng v ci tin kiu dng ca mu chai
cng nhng nh nhn mi phin bn u c chim gi mt phn khc th trng
c nhm n.
d. Giai on suy tn:
Giai on ny th hin s cnh tranh r nt nht. Trong giai on ny va phi
gim cho ph hp v ng thi cng gim chi ph qung co v bn hang n mc thp
nht.Vi nc ung nh Pepsi-cola th giai on ny l thng khng xy ra, trong giai
on ny th cng ty tng cng hn na vic pht trin nhng sn phm mi, ng thi
phi ci tin sn phm cho cht lng ngy cng ph hp hn vi ngi tiu dng.

Nhm thc hin: 5

Trang: 36

Viethanit
2.4.2. Chin lc phn phi

n hoch nh chin lc marketing

Hnh 2.4 Hot ng phn phi rng khp ca Pepsi


Ngy nay hu ht nhng ngi sn xut u cung cp sn phm ca mnh cho th
trng thng qua cc trung gian phn phi v nhiu l do nh hn ch v mt ti chnh,
tit kim chi ph .Nhng trung gian phn phi hp thnh mt h trng knh phn
phi-l tp hp nhng c nhn hay nhng c s kinh doanh ph thuc ln nhau lin
quan n qu trnh to ra v chuyn sn phm hay dch v t ngi sn xut n tay
ngi tiu dng.
Vi pepsi cng vy, mt d pepsi l mt i gia ln trong ngnh nc gii kht
vi tim lc ln mnh v ti chnh nhng pepsi khng t tay mang sn phm ca
mnh n tay ngi tiu dng m xy dng cho mnh mt h thng phn phi trn
ton ci Vit Nam . Ngoi cc i l v tng i l, Pepsi cn tip cn hu ht cc
qun c ph (ni qung b v tiu th mt lng rt ln nc ngt ca Pepsi.
Thnh vin trong knh phn phi ca pepsi l khng qu phc tp v do c tnh
ca sn phm l sn phm tin dng .
Nhng nh qun l ca pepsi cng lun quan tm n vic khch l ng vin cc
trung gian phn phi h lm tt cng vic c giao thng qua nhiu phng php
khc nhau nh chit khu,thng theo doanh s
Hin nay Pepsi cn t chc knh phn phi theo h thng marketing ngang.
Pepsi hin v ang hp tc vi nh hng phc v thc n nhanh KFC-ni
ngi ta n fast food v ch c ung pepsi.ngoi ra pepsi cn c hp tc vi ph 24h
trong vic tiu th sn phm.

Nhm thc hin: 5

Trang: 37

Viethanit

n hoch nh chin lc marketing

Hnh 2.5. Phn phi cng cc sn phm fast food


Sng 7/9/2009, Cng ty Pepsico Vit Nam cng Cng ty c phn Kinh k
kt tha thun hp tc kinh doanh, m u cho s hp tc kinh doanh gia cng ty nc
gii kht thuc tp on a quc gia (Pepsico) v cng ty thc phm bnh ko c uy tn
ti ni a.
y l hnh thc hp tc da vo knh phn phi ca nhau m rng mng
li bn hng, pht trin th trng.
2.4.3 Chin lc gi
a. nh gi sn phm mi:
Nc gii kht l mt hng kh quen thuc ngi tiu dng,v th khi c mt sn
phm mi ra i th n cng ch c xem l mt sn phm thay th ch n khng th
no m ra mt phn khc tht hp dn c.Chnh v th m khi cc sn phm mi ca
Pepsi ra i th n u c nh gi vi mc gi thm nhp.khi sting hay Twister c
tung ra th trng vo nhng nm 2005-2006 th 2 sn phm ny c nh gi thm
nhp vi mc gi xoay quanh nhng sn phm c ca mnh hay ca i th cnh
tranh.
u nm 2008 Pepsi li tip tc cho ra sn phm Sting sport nc tng lc ginh
cho nhng ngi chi th thao vi 2 v cam v chanh,v y c cho l mt phn on
tm nng m trc y cn b ng,v th Pepsi nh gi c phn cao hn,khi trc h
tung ra sn phm 7-up.
b. nh gi sn phm ci tin mi, hin c a vo th trng mi:

Nhm thc hin: 5

Trang: 38

Viethanit
n hoch nh chin lc marketing
Khi Pepsi k c hp ng xm nhp th trng Vit Nam, lp tc vi th lc
hng hu ca mnh, Pepsi ngay lp tc thng lnh th trng Vit Nam t Nam ra
Bc.Tt c nhng hng nc ngt linh tinh Vit Nam lp tc sp tim (ch cn
vi mt chiu thc n gin l khuyn mi i h gi). Vi gi qu r, cng thm uy
tn cht lng hng u th gii, Pepsi bp cc i th Vit Nam trong vng
khng qu... mt thng.
Th trng ca Pepsi ngy cng m rng t nam ra bc t thnh th n nng
thn,trn tt c lnh th vit nam.Nhng hng vn thc hin chin lc gi thng nht
trn mi th trng.
2.4.4. Chin sch truyn thng
2.4.4.1 Chin lc PR
im ny th Pepsi Vit Nam lun thc hin rt tt, cng ty thng xuyn ti
tr cho cc cc hot ng vn ho th thao v ca nhc.Nhng ln t chc seagame,hay
cc hot ng bng chuyn trong cc gii u ti TP HCMth cng ty u c ti tr
qung b hnh nh ca cng ty n vi cng chng. c bit cng ty cn thc hin
vic t chc sn khu m nhc ring cho mnh ngay trn din n forum ca cng ty.
Nhng chng trnh t thin, hot ng cng ng nh Gii Golf Hu Ngh T
thin Pepsi, tham gia h tr Ngy hi ca s, Ti tr cc cuc thi dnh cho ti nng tr
nh Dynamic, ng ti thnh cng, cc chng trnh hc bng dnh cho cc sinh vin
ti nng, vt kh v.v.. Cng chnh l li cam kt cng hin sc tr cho cng ng ca
PepsiCo Vit Nam.
2.4.4.2 Chin lc qung co
Pepsi-co l mt cng ty ln v a dng vi doanh s trn 8 t la. PepsiCo
pht trin mt chui su rng nhng cng c truyn thng i chng n vi gii
qun chng ca n. PepsiCo dng qung co liu lng cao xy dng v duy tr t l
chim lnh th trng cho cc nhn hiu ca n. Nm1983, PepsiCo chi hn 472
triu la tin qung co trn khp th gii, v tr thnh nh qung co mnh th 12
trong nc. Sn phm nc ngt Pepsico nm1983 chim 26%th trng (ng sau
CocaCola vi t l 35%), ph qung co cho mt hng ny hn 65 triu la.

Nhm thc hin: 5

Trang: 39

Viethanit

n hoch nh chin lc marketing

Hnh 2.6. Hnh nh qung co ca pepsico


Nm 1984, Pepsico d nh chi hn 40 triu la cho ring nhn hiu Pepsico
thi. Nm 1983, Cng ty chi 47 triu la qung co cho PizzaHut v trch them 19 triu
la na cho TacoBell. Nhng sn phm khc cng c chi qung co t mt vi ti
nhiu triu la. Nhng Pepsico khng ch dng qung co n vi qun chng v
khch hng. Hn 1/3 chi ph qung co ca n nm 1983, khong 133 triu la c
chi vo nhng phng tin truyn thng khng o lng c nh phiu thng, k
thi c thng, nh c, nhng s kin c bit, nhng cuc trin lm thng mi, v cc
hot ng khuyn mi khc. Trong nhiu nm, pepsi tin hnh Li mi ca Pepsi,
mt kiu qung co v khu v mi gi khch hng dng th Pepsi so snh vi cola.
Khch hng dn dn b thu ht v nhng tr phiu thng, x s ca Pesico, ngi bn
th b cm d bi cc mn tr cp v trng by ca n. Nhng sn phm mi v nhng
chin dch qung co mi c nhm ti nhng nh ng chai v bo ch mi khi c
nhng s kin ni bt no din ra.

Nhm thc hin: 5

Trang: 40

Viethanit
n hoch nh chin lc marketing
2.5. nh ga chnh sch Marketing ca cng ty.
2.5.1. u im:
2.5.1.1. Qung co

em li li nhun cao trong vic bn hng

Thu ht khch hng, khng nh s c mt ca sn phm mnh trn th

p ng nhu cu th hiu ca ngi tiu dng

To c li th cnh tranh vi nhng sn phm khc trn th trng

Khng nh c thng hiu ca mnh trn th trng

trng

2.5.1.2. Sn phm

Sn phm nh v trong lng khch hng v n c mt lu trn th

Pepsi c ga c thng hiu lu trn th trng ,c uy tn v ni ting

trng
thun li cho ngi tiu dng la chn sn phm

C cht lng hon ho bao b p bt mt a dng v chng loi

Hng v ph hp vi ng o mi ngi

Mu sc nng ng tr trung ph hp vi khch hng mc tiu m doanh

nghip mun hng ti


2.5.1.3. Gi

To s n nh cho th trng, s trung thnh v ng h ca cc nh phn

Vic nh gi thp hoc gim gi lm cho lng bn tng ln, to ra tng

phi.
doanh thu cao hn.

Hn ch s cnh tranh gay gt trn th trng v s st gim lng cu

i vi sn phm mi, nu nhng sn phm c ca hng phn ln ang giai on bo


ha th p dng phng thc ny rt ph hp.

Vic cng ty nh gi sn phm trc khi a ra nhng quyt nh da

trn c s mc gi mnh mnh mun cho sn phm s thun li cho vic nh v sn


phm, th trng v i th cnh tranh.

nh gi thp da trn s cnh tranh ca th trng to iu kin cho

ngi tiu dng c kh nng la chn sn phm ca mnh vi mc p ng nhu cu cho


khch hng l ti a.
Nhm thc hin: 5

Trang: 41

Viethanit
2.5.1.4. Phn phi

n hoch nh chin lc marketing

Nhng nh qun l ca Pepsico lun quan tm n cc trung gian phn

phi nn thu ht c s ch ca nhiu nh phn phi trung gian.

S hp tc vi cc nh hng phc v n ung lm cho sn phm n tay

khch hng 1 cch nhanh chng.

Tin hnh hp tc kinh doanh vi cng ty c phn Kinh nhm m

rng mng li bn hng, pht trin th trng.


2.5.2 Nhc im
2.5.2.1. Qung co

Chi ph cho qung co kh cao

Vic s dng ngi ni ting lm qung co cn em li nhiu bt li

trong qung co nu khng cn nhc k lng

Mc tiu qung co ch yu nhm vo gii tr l chnh

Khng p ng kip thi theo xu hng ca gii tr hin nay

Cc phng tin qung co cn nhiu bt cp v sai st

2.5.2.2. Sn phm

Vic thit k gi sn phm pepsi vn cn km hp dn

Sn phm pepsi ch yu dnh cho gii tr

Khch hng ngy nay i hi cao v mu m cht lng ca sn phm

t c s thay i v hng v sn phm

2.5.1.3. Gi

Th trng cnh tranh ngy cng gay gt, vi cc hng sn xut nc

ung i gia nh Cocacola, Tn Hip Pht, Tribeco

Th trng nc gii kht l th trng cnh tranh c c quyn, m

c nhng sn phm phn bit trong khong gi nht nh, y l mt im hn ch cho


vic nh gi ca Pepsico.

Vic cng ty s dng phng php nh gi theo mc cnh tranh hin

hnh gi theo i th, y l phng php nh gi hp l song nu s dng phng


php ny m khng quan tm n chi ph v cu th trng trong khi chi ph l mt yu
t quan trng n nh gi th y c l l mt iu hn ch trong vic nh gi sn
phm ca cng ty.

Nhm thc hin: 5

Trang: 42

Viethanit

n hoch nh chin lc marketing


Vi nhiu i th cnh tranh trn th trng nht l Cocacola do vic

khch hng c th la chn sn phm thay th l mt iu khng trnh khi v vy vic


nh gi cn phi kp thi v ph hp vi th hiu ca khch hng.
2.5.2.4. Phn phi

Vn cha bit vn dng v pht huy tt chc nng ca knh phn phi.

Cha c chnh sch phn phi 1 cch trc tip vi khch hng.

Cha c s u t cho qu trnh phn phi sn phm.

Nhm thc hin: 5

Trang: 43

Viethanit

n hoch nh chin lc marketing

Phn 3: HON THIN CHIN LC MARKETING


3.1. Hon thin chin lc Marketing ca cng ty.
3.1.1 Chin lc v sn phm.
gi c th cnh tranh, cng ty phi lun i mi v sng to ra nhng sn
phm mi cng nh ci thin gi tr gia tng ca nhng sn phm hin ti. Bt chp cc
phng php tin tin v chi ph u t cao, sn phm mi vn phi i mt vi t l
tht bi cao mt cch ng s. V th, mt bc rt quan trng trong vic pht trin sn
phm mi l nghin cu th trng sn phm c quyt nh nn tip tc pht trin
sn phm mi hay khng. Hi ngi tiu dng v nhng yu im ca cc sn phm
hin c trong th trng m h tng dng hoc th qua.
Theo nh nghin cu hin nay th nhu cu ca con ngi pht trin lun i hi
hng v mi c bit l la tui gii tr hin nay.
V khch hng m cng ty mun nhm vo l gii tr nn PepsiCo c mt th
trng nht nh v c v th ca mnh trn phn khc th trng Nc gii kht.
Vi nhng chin lc sn phm th tp on PepsiCo rt thnh cng trn phn khc
th trng Nc gii kht.
Qua tm hiu v cc chin lc sn phm ca PepsiCo Vit Nam, nhm xin a
ra nhng nhn xt v kin ngh sau:
1.

Pepsi l mt thng hiu ln v lun l ngi dn u th trng cng vi

Coca-Cola. Do cng ty khng nn cho rng phi lp ht nhng ch trng trn th


trng m phi nn chn cho mnh ng ch trng no cn lp m thi v phi tin
hnh nghin cu th trng v tm l khch hng tht k trc khi tung ra sn phm
mi trnh lp li tnh trng cht yu nh cc sn phm Pepsi Max, Pepsi ONE,
Pepsi Lemon
2.

Pepsi cn phi to cho mnh c khc bit r rt vi i th truyn

kip Coca Cola v trong nhiu nm thng hiu Pepsi khng th tch bit r rng vi
Coca-Cola bi hai mu v xanh dng ca thng hiu.
3.

i vi nhng sn phm ch lc ca mnh th Pepsi khng nn tip tc s

dng chin lc m rng theo ng thng m nn c gng gi nguyn v nng cao


cht lng hng v truyn thng. S tht bi ca Pepsi Max, Pepsi ONE, Pepsi Lemon
l nhng v d in hnh.

Nhm thc hin: 5

Trang: 44

Viethanit
4.

n hoch nh chin lc marketing


Cn i vi cc sn phm mi, Pepsi nn s dng chin lc nhn hiu

mi. V nh vy va c th a dng ho sn phm va trnh nh hng xu, gim uy tn


cho nhng sn phm vn thnh cng trc nu sn phm mi b tht bi hoc xy
ra s c no .
5.

Nn tin hnh nghin cu v ci thin hng v cng nh kiu dng, bao

b, mu sc, sn phm ph hp hn vi nhu cu v xu hng tiu dng ca tng


nhm khch hng, tng vng min ca th trng tiu th.
6.

Pepsi c nhng sn phm gi c s khc bit v thnh cng trn th

trng th cn gn gi v lm mi nhng dng sn phm ny to s c trng ring


ca cng ty, c th v gi c, hng v, kiu dng hay nhng gi tr v hnh m cng ty
mun gn kt vi sn phm mang li cho khch hng: nh Sting, Aquafina,.
7.

Cn i vi nhng sn phm khng c a chung, v d nh mt s

sn phm trong dng Poca: Poca Nutz, Poca Shots,cng ty cn tin hnh nghin cu
nguyn nhn ca vn trn v tm hiu nhu cu, mong i ca khch hng i vi
dng sn phm ny l g c s thay i, ci tin ph hp. Nu khng th cng ty c
th loi b nhng sn phm ny khng lm nh hng n thng hiu cng ty cng
nh c th dn lc u t cho nhng sn phm khc c tim nng hn.
9.

Ngoi ra, cng ty c th b sung thm nhng dng ng gi khc nh ti

giy vi dung tch cao nhm tit kim cho ngi tiu dng khi mua cho gia nh vi s
lng ln. y cng c th xem l mt tng mi, to s khc bit cho nhng sn
phm gii kht.
10.

Bn cnh , cng ty lun lun phi c s i mi sn phm c v nghin

cu pht trin sn phm mi p ng tt hn na nhu cu ca ngi tiu dng ngy


mt a dng trong tnh hnh hin nay.
Chng ta s pht trin sn phm theo hnh thc sn phm ng tm .

V mu m, hnh dng: sn phm ca chng ta nh vo gii tr l chnh

v th chung ta s to ra sn phm vi hnh dng nh gn, nng ng , tin li c th


cng cc teen i n khp mi ni . Kiu dng phi bt mt, gy ch v c o, khc
bit vi nhng sn phm cng loi c sn trn th trng, khi sn phm ca ta
c t trn cng 1 gi vi nhng nhn hiu khc trong siu th, th ngi mua s ch
ngay n.

Nhm thc hin: 5

Trang: 45

Viethanit

n hoch nh chin lc marketing


V mu sc: chng ta s tip tc chn tng mu ch o cho sn phm l

mu v mu th hin c s nng ng v nhit huyt ca gii tr, y cng l


tng mu d dng thu ht c gii tr .

V hng v: cng da vo hng v ching ca sn phm t trc n nay

chng ta ch thm mt vi ph gia p ng nhu cu ca khch hng theo tng thi


im (ma) . iu ny s thu ht c ng o gii tr hin nay.
3.1.2. Chin lc v gi.
Pepsi l cng ty vo Vit Nam kh sm v n lun theo ui mc tiu dn u v
th trng, mc d nc ngoi th Pepsi lun l ngi theo ui Coca, nhng nc
ta th Pepsi mi l ngi dn u. Hn na cng ty cng mun to s n nh cho th
trng, to dng s trung thnh v ng h ca cc nh phn phi.
Gi c l mt trong cc cng c thuc phi thc marketing m cng ty s dng
t c mc tiu marketing ca mnh. Cc quyt nh v gi phi c phi hp
vi nhng quyt nh v mu m, phn phi, c ng cho sn phm hnh thnh mt
chng trnh marketing nht qun v c hiu qu.
Cng ty phi nh gi sn phm trc, t mi a ra nhng quyt nh khc
thuc phi thc marketing trn c s mc gi mnh mun cho sn phm.
nc ta ngy nay cng c nhiu hng sn xut nc ung gii kht,ngoi
hai i gia Cocacola v Pepsi th cn c Tn Hip Pht, Tribeco, BidricoTh phn ca
hai i gia ny chim hn 60% th trng nc gii kht ca nc ta,trong th Pepsi
c phn nhnh hn Coca.Chnh v th m Pepsi lun theo ui chin lc nh gi thp
da trn nhn thc ca ngi mua v gi cnh tranh trn th trng.
Mi trng cnh tranh by gi rt l gay gt,ai am hiu c khch hng cng
nhiu,tho mn nhu cu cng tt th kh nng thng th l ln hn.Hiu c u ny
Pepsi lun c chnh sch u tra v gi ca sn phm ca mnh v ca i th cnh
tranh a ra gi sn phm ph hp vi gi tr nhn thc ca khch hng. Pepsi lun
thc hin vic u t xy mi v i mi cng ngh khng ngng h thp chi ph m
cht lng khng i thu ht khch hng.V xc nh ng gi tr nhn thc ca
khch hng vic nh gi sn phm khng qu chnh vi gi tr nhn thc c ca
khch hng.
Tuy nhin trong mi trng m cnh tranh m lun c nhng i th mnh nh
Cocacola th Pepsi lun tim cho mnh mt phng php nh gi hp l nht, l gi

Nhm thc hin: 5

Trang: 46

Viethanit
n hoch nh chin lc marketing
theo i th.Mi sn phm cng ty u c nh gi theo mc gi hin hnh. C
nhng sn phm c gi cao hn,thp hn hoc l ngang nhau so vi gi ca i th cnh
tranh.
3.1.3. Chin lc v phn phi.
3.1.3.1. Thit k knh phn phi:
a. Phn tch Yu cu ca khch hng v mc m bo dch v:
i vi khch hng l nhng ngi tiu dng th h thng chn mua san phm
nc gii kht ti nhng ni thun tin ,d dng tn t thi gian ch i vi s lng t
v khng cn phi c nhng dch v h tr,
Vi nhm khch hng l nhng t chc(i l mua bn li) th h thng mua
vi s lng ln ,thi gian vn chuyn l khng qua di v cn c cc dch v h tr.
b. Nhng mc tiu v rng buc ca knh phn phi:
Nc gii kht l loi sn phm ng chai d v do i hi knh phn phi
phi dm bo n mc thp nht c li vn chuyenr v s ln bc xp trong qu trnh lu
thng.
c. Nhng phng n chnh ca knh phn phi:
Vi sn phm tin dng l nc gii kht pepsi xc nh s dng cch phn phi
rng ri -a sn phm vo cng nhiucuwar hng cng tt.V vy cc loi trung gian
cng ty s dng l cc ca hng bn l nh siu th,ca hng bn bch hav cc
trung tm phn phi.
3.1.3.2. Qun tr knh phn phi:
Thnh vin trong knh phn phi ca pepsi l khng qu phc tp v do c tnh
ca sn phm l sn phm tin dng .
Nhng nh qun l ca pepsi cng lun quan tm n vic khch l ng vin cc
trung gian phn phi h lm tt cng vic c giao thng qua nhiu phng php
khc nhau nh chit khu,thng theo doanh s
3.1.4. Chin lc v truyn thng c ng.
3.1.4.1. Chnh sch truyn thng.
Truyn thng l mt cch thc gii thiu sn phm ca mnh n vi cng
chng. Cng chng mc tiu m Pepsi hng tt c nhng ngi ang v s l khch
hng ca pepsi. Bi v cng chng c th l nhng ngi mua tim nng, ngi s dng

Nhm thc hin: 5

Trang: 47

Viethanit
n hoch nh chin lc marketing
hin thi, nhng ngi quyt nh mua v nhng ngi nh hng n tin trnh mua
sn phm.
Khi xc nh c cng chng mc tiu v nhng c im ca n th ngi
truyn thng phi quyt nh v nhng phn ng p li mong mun ca cng chng.
Ngi truyn thng phi lm nh th no a cng chng mc tiu ln trng thi sn
sng mua cao hn.Trang thi sn sng mua ca khch hng c th l:Nhn thc, cm th
v hnh vi.
3.1.4.2. Chnh sch qung co.

Hnh 3.2. Hot ng qung co bng th thao ca pepsi


Qung co l chng trnh truyn thng hiu qu khi n c a n cho tt c
cc khch hng, khi mt sn phm mi tung ra th trng th Pepsi thc hin cc t
qung co rm r trn truyn hnh,bo ch,v cc pano-p phch to ng c dng
trn cc ng ph,v cc a im ca cc nh phn phi v cc nh bn l,s.Vi
mc tiu to ra s c mt trn th trng,to dng hnh nh tt p,v nhc nh ngi
tiu dng.
Cng ty pepsico p dng rt tt chng trnh qung co trn bo ch v trn
i pht thanh , y l hnh thc gi hnh rt tt v sn phm ca mnh trong tr tng
tng ca khn gi v loi hnh ny rt kn chn khn gi .Th nn cng ty cn tip tc
pht trin hai loi hnh ny trong tng lai . y l loi hnh qung co thp m thu li
hiu qu cao.
Phng tin qung co trn truyn hnh l hnh thc qung co rng ri v c
nhiu ngi bit n v th m cng ty cn u t vo loi hnh nay p ng nhu cu
khch hang m cng ty hng ti .

Nhm thc hin: 5

Trang: 48

Viethanit
n hoch nh chin lc marketing
Cng vi nhiu loi hnh qung co th loi hnh pht hnh vcd qung co gii
thiu v cng ty ca mnh cng s em li hiu qu cao, nu pepsi cng p dng loi
hnh ny cng thu ht mt s khch hang t m mun tm hiu thm v cng ty.

Nhm thc hin: 5

Trang: 49

Viethanit
n hoch nh chin lc marketing
Ngoi ra chng ta c th p dng thm cc bin php sau y:

Tip tc s dng cc phng tin qung co trn cc phng tin truyn

thng i chng nh: bo, tp ch, radio, tivi,

Cn phi cn nhc la chn k lng trong vic chn ngi ni ting lm

i din cho sn phm ca cng ty

Pht trin loi hnh qung co trn dch v intetnet trong thi bui cng

ngh hin i ngy nay, loi hnh qung co ny rt c gii tr a thch

Mt loi hnh qung co hin nay gy c nhiu ch l qung co trn

bng in t t trn cc ta nh cao c , gia trung tm thnh ph . Nu pepsi p dng


hnh thc ny s thu ht c nhiu khch hng tim nng

Pepsi cng c th p dng loi hnh pht hnh vcd gii thiu v cng ty,

y cng l hnh thc qung b hnh nh v sn phm cng nh cng ty. Tha mn nhu
cu tm kim thng tin ca nhng khch hng quan tm n sn phm ny

Cn phi khi dy nim am m ca khch hng bng cc qung co

mang m c tnh, si ng, nh vo tm l ngi tiu dng nh gii tr hin nay rt


thch phong cch hiphop nu chng ta nh vo xu th ny th s em li nhiu thnh
cng cho sn phm ca mnh

Pepsi cn to c s sng to mi l trong qung co ca mnh to ra

s khc bit ca mnh so vi sn phm khc

Nhm thc hin: 5

Trang: 50

Viethanit

n hoch nh chin lc marketing

KT LUN
Trong xu th ton cu ha hin nay, ranh gii gia vng min, quc gia, cc th
trng khc nhau tr nn m nht, iu lm cho sn phm ca cng ty n tay
ngi tiu dng mt cch nhanh nht. V ng ngha vi iu l mc cnh tranh
ngy cng gay gt khng b hp trong bt c th trng n l no. Bn cnh trong
nn kinh t nhiu thnh phn ang trong thi k qu , cc doanh nghip ni chung v
cng ty Pepsico Vit Nam ni ring c t trong mi trng cnh tranh gay gt v
khc lit hn bao gi ht. Cch duy nht doanh nghip tn ti v pht trin v thch
ng vi th trng, nm bt c hi v iu hnh hot ng sn xut, kinh doanh theo
nh hng th trng, phi t duy theo li t duy Marketing.
S thnh cng ca Pepsico Vit Nam khng nh c s ng n v tnh
sng to trong chin lc kinh doanh cng nh trong cc chng trnh Marketing Mix
ca mnh.
Bn cnh s thnh cng vn cn mt s tn ti. Qua nghin cu v tm hiu v
th nhm chng ti a ra nhng kin ng gp gip cng ty hon thin hn na
chin lc m cng ty ang theo ui.
Trong qu trnh lm ti, do kin thc c hn s vn dng l thuyt v thc t
l mt khon cch kh ln nn khng th trnh khi nhng thiu st. Rt mong nhn
c s gp ca thy c v cc bn ti c hon thin hn.

Nhm thc hin: 5

Trang: 51

Viethanit

n hoch nh chin lc marketing

LI NHN XT CA GING VIN


............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................
............................................................................................................................................

Nhm thc hin: 5

Trang: 52

You might also like