Professional Documents
Culture Documents
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.
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Viethanit
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
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Viethanit
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
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Viethanit
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Viethanit
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:
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Viethanit
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.
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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
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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?
-
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
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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.
-
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.
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Viethanit
-
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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.
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.
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.
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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
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Viethanit
Phn phi
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Viethanit
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
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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
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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:
-
trng.
-
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.
-
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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
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
Doanh nghip
sn xut
cui cng
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Viethanit
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.
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Viethanit
Doanh nghip
sn xut
Bn bun
Bn l
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.
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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
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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.
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Trang: 23
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Trang: 24
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Chi nhnh ti H Ni:
Trang: 25
Viethanit
2.1.3. Vin cnh, s mnh.
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
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.
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Viethanit
f. Mi trung ton cu:
Trang: 28
Viethanit
b. i th cnh tranh tim tng:
Trang: 29
Viethanit
Phn tch mi trng bn trong.
2. im yu:
ton th gii.
ln.
loi v mu m.
hng v ca Pepsi.
km hp dn.
4. e da.
lng v mu m sn phm.
ngy cng ln
Quy m v c cu dn s tr.
S nhy cm v gi.
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Viethanit
2.2.2 Phn tch m hnh Swot.
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
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C gng ci thin chi ph qung co.
Trang: 32
Viethanit
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
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Thu nhp trn tng ti sn (ROA) :
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.
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b. Giai on pht trin:
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2.4.2. Chin lc phn phi
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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.
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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
trng
2.5.1.2. Sn phm
trng
thun li cho ngi tiu dng la chn sn phm
Hng v ph hp vi ng o mi ngi
phi.
doanh thu cao hn.
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Viethanit
2.5.1.4. Phn phi
2.5.2.2. Sn phm
2.5.1.3. Gi
Trang: 42
Viethanit
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.
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Viethanit
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.
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4.
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.
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.
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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
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.
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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.
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Viethanit
n hoch nh chin lc marketing
Ngoi ra chng ta c th p dng thm cc bin php sau y:
Pht trin loi hnh qung co trn dch v intetnet trong thi bui cng
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
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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.
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