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Chin lc cnh tranh theo phn khc tiu dng ca PepsiCo.

( Bnh chn: 22 -- Tho lun: 11 -- S ln c: 45227)

Tp on PepsiCo hot ng kinh doanh trong ba phn khc hng tiu dng chnh:

Nc gii kht (Pepsi-Cola) Chui nh hng (Taco Bell, g rn hiu KFC, v Pizza Hut) n nh (snack food nh Frito-Lay)

t c li th cnh tranh trong tng phn khc, tp on Pepsi xy dng 3 bc tranh chin lc sau:

Thng hiu chnh gi v tr ng u, pht trin th trng H thng hot ng hiu qu M rng cc dng tin vi ri ro thp, tin u t ln trong mi phn khc

Cc bc tranh chin lc k trn phn nh c k nng marketing v kh nng phn phi ca tp on PepsiCo. Mt chuyn gia phn tch ngnh ni rng Sc mnh ca PepsiCo chnh l kh nng sn xut v tiu th hng t hng ha tng thm mt cch hiu qu. 1. Phn khc Nc gii kht Phn khc nc gii kht l phn khc lu i v rng nht trong danh mc ca PepsiCo. Cng ty nc gii kht Pepsi-Cola sn xut v bn ra th trng cc loi nc gii kht, bao gm: Pepsi-Cola, Mountain Dew, v Slice. Cng ty Pepsi-Cola l cng ty nc gii kht ln th hai trn th gii ch sau Coca-Cola. Cc sn phm dn nhn ca Pepsi-Cola l: Pepsi, Pepsi dnh cho ngi n king (Diet Pepsi), Mountain Dew, 7UP. Pepsi thit lp vic bn hng, v thit lp mt chun mc cm xc khch hng trong ngnh cng nghip nc gii kht qua vic qung co, phn phi, marketing m rng hot ng Chin lc: Pepsi s dng 4 chin lc quan trng tng doanh s bn hng.

Mt trong nhng chng trnh qung co ni ting nht l chin dch Pepsi mt th h mi Chin lc th 2 l chin lc tp trung mnh vo sn phm Pepsi dnh cho ngi n king vi tn gi Diet Pepsi, v tp trung m rng th trng nc gii kht dnh cho ngi n king. M rng th trng cho sn phm Mountain Dew, nhn hiu nc gii kht ln th 7 M. Trong 2 thp k, Pepsi ch trng n vic pht trin mi v v hnh nh cho sn phm. Chin lc th 4 l m rng vic bn hng thng qua vic pht trin cc sn phm mi v cc dch v chm sc nhm khch hng khc nhau. Cc sn phm mi k n nh l Diet Pepsi, Diet Mountain Dew, H2oh!, Pepsi-AM v Mountain Dew Sport.

Pepsi-Cola c mt mng li phn phi rng nht cho sn phm nc gii kht ca mnh vi hn 900 cng ty ang vn hnh v cc nh my nhng quyn thng mi ng chai trn th gii. Pepsi cng c h thng phn phi nng cao hiu qu hot ng v p ng tt hn cho nhng ngi bn l nc gii kht. Hn na, vic m rng mng li phn phi cn to ra mt li th cnh tranh trong vic a sn phm mi nhanh chng ra th trng. nng cao hiu qu hot ng, Pepsi pht trin mi quan h di hn vi cc nh cung cp, a vo hot ng cc nh my sn xut mi v k thut kho hng tit kim chi ph (khong 25 nghn USD). Nm 1989, Pepsi-Cola cn phn chia cc nh my sn xut nc gii kht M theo 4 khu vc a. Trn

th gii Pepsi-Cola cng phn chia lm 6 khu vc nng cao, pht trin thm c hi trong nhng khu vc . 2. Nhm kinh doanh nh hng Nhm nh hng bao gm 3 h thng nhng quyn thng mi ln trn th gii l: Pizza Hut, Taco Bell, v g rn hiu KFC. Nhm nh hng ca tp on PepsiCo l h thng nh hng ln nht th gii nm 1990.

G rn KFC c tp on PepsiCo mua li vo thng 10/1986. KFC m rng hot ng trong 57 nc v sut nm 1989, KFC m thm 3000 n v nc ngoi, tr thnh chui nhng quyn thng mi ra nc ngoi ln nht ca M. Pizza Hut c PepsiCo mua li vo nm 1977, l mt chui sn xut Pizza ln nht th gii, Trong sut nhng nm 1984-89, Pizza Hut tr thnh nh hng pht trin nhng quyn thng mi nhanh nht th gii. Taco Bell c mua li vo nm 1978 ng u th gii trong phn khc thc phm Mexico, vi rt t cc i th cnh tranh. PepsiCo tip tc m rng Taco Bell ra th gii thng qua vic tip tc u t.

Chin lc: PepsiCo s dng nhiu v kh cnh tranh nng cao v th trong ngnh cng nghip nh hng.

theo kp ngnh cng nghip thc n nhanh v xu hng thc phm m bo sc khe v dch v tt, PepsiCo bt u cung cp cho ngi tiu dng nhng thc n c gi tr. Thc n gi tr ca Taco Bell a ra vo nm 1988, gip tng doanh s bn hng v li nhun. Th 2, PepsiCo nhn mnh gi tr sc mnh ca thng hiu v sn phm mi (nh cnh g rn nng KFC) kch thch vic bn hng. Qung co l 1 phn quan trng trong chin lc, trong sut 1986-87. Pepsi chi 70 triu USD thc hin chin dch qung co trong nc cho Taco Bell vi ci tn cha bnh cho ba n M rng vic phn phi qua cc phng php mi tm kim ngi tiu dng mi trong nhng khu vc khc nhau tng doanh s bn hng v tng th phn.

Mc tiu ca cng ty l bin nh hng PepsiCo ngy cng pht trin rng ra trn th gii. 3. Phn khc thc phm nh (Snack food) PepsiCo mua li Frito-Lay vo nm 1965. Cc sn phm ca Frito-Lay ni ting trn th gii bao gm: Doritos, Ruffles, Lays, Fritos, v Chee-tos. Cng ty khng phi i mt vi i th ln no nhng phi cnh tranh t nhiu hng trong khu vc, c bit v gi c. Chin lc: PepsiCo thc hin 3 chin lc pht trin vic bn hng:

Pht trin m rng loi sn phm bng vic gii thiu mi v mi. Mi v ny thay i theo ma tha mn c nhu cu ca khch hng trong cc khu vc khc nhau. Vic m rng ny khng ch l mi v mi m cn c c sn phm mi. To ra sn phm mi v to ra phn khc n nh p ng nhu cu khch hng. M ra th trng mi qua bao gi v phn phi. v d khoai ty rn c ng trong hp, v c bn ch yu qua cc ca hng. Qung co l 1 chin lc quan trng, Frito-Lay chi 60.2 nghn o la cho qung co nm 1985 v con s ny tip tc tng ln qua cc nm. Frito-Lay tip tc nng cao vic qun l. Sut nhng nm 1989, Frito-Lay phn chia cc cng ty trong nc M vo 4 phn khc nng cao hiu qu v tng nh hng a phng. Frito-Lay

l cng ty u tin p a vo s dng h thng my tnh cho vic bn hng, iu ny cho php ngi qun l nm bt tnh hnh bn hng trong ngy hay trong thng, v trong mt khu vc, thnh ph no , da trn nhng s liu nhp vo h thng my tnh . N gip cho cc gim c bn hng gii quyt cc vn xy ra v phn ng mt cch nhanh chng vi iu kin cnh tranh. Frito-Lay pht trin li th cnh tranh thng qua mng li phn phi ca mnh vi hn 10.000 nhn vin bn hng. Frito phn phi trc tip t nh my sn xut ti cc ca hng ring ca mnh, cho php tit kim chi ph trong hot ng lu kho bi.

Tng lai Trong nhng nm gn y, tp on chuyn k nng v tng ca 1 khch hng trong 1 phn khc sang 1 phn khc khc ginh c kt qu tt nht trong mi phn khc. V d, cc b quyt t phn khc nc gii kht v thc phm nh c s dng trong phn khc nh hng c gng lm cho g, pizza, v bnh tht chin gin tr ln ni ting nh Pepsi v Doritos. PepsiCo c k hoch s dng s pht trin ca h thng phn phi thc phm nh Chu u trong vic tng bn hng nc gii kht trong khu vc ny. Tng lnh vc kinh doanh hng tiu dng ca Pepsi u gp i th cnh tranh trong th trng ni a c bit l trong phn khc nc gii kht v h thng nh hng. Tuy nhin, c 3 phn khc ny u c nhiu c hi pht trin th trng th gii. PepsiCo c c cng ty ring v cng ty chuyn nhng quyn thng mi nhiu nc trn th gii nn vn phn phi cng tr nn quan trng, do phi la chn h thng phn phi cho ph hp vi tng khu vc trn th gii.

Thi k cc thnh ca siu cng Pepsi


Ngay khi Vit Nam m ca th trng, Pepsi k hp ng xm nhp. Lp tc, vi th lc hng hu ca mnh, Pepsi thng lnh th trng Vit t Nam ra Bc. 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. Hng nc ngt Tribeco cng nh ngm ngi chm dt thi hong kimngn ngi chuyn sang sn xut sa u nnh. Sau , Pepsi thit lp 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). Du khch ti Vit Nam qua ca ng Tn Sn Nht, ch cn ra khi phi trng thy ngay mt tm pa-n cc ln qung co cho hng Pepsi. i th truyn kip ca Pepsi: Coca-Cola xut hin

Ngi Vit c cu: Tru chm ung nc c, chnh l tnh cnh ca Coca-cola. Va qun vo th trng Vit Nam, Coca-cola vi tung chng i h gi th uy v ginh git th phn. Nhng tnh hnh lc khc vi thi im Pepsi vo Vit Nam.. Khi Pepsi vo Vit Nam ch c nhng n v sn xut nc ngt nh l, manh mn, cng ngh lc hu, vn ling ba cc ba ng o ut, nn Pepsi mau chng dp lon 12 s qun v thit lp mng li phn phi rt hon ho trong ton ci ca ch. Ngay c chiu thc i h gi m Coca-cola tung ra cng khng my hiu qu v lut php Vit Nam thi b ca Pepsi vo Vit Nam cn rt yu km v mt qun l kinh t, nn Vit Nam hu nh khng kp tr tay khi Pepsi tung chng lm tan v hu ht cc c s sn xut nc ngt trong nc. Nhng khi Coca-cola vo Vit Nam th lut php Vit Nam kp iu chnh, ra quy nh v vic khuyn mi khng c bn di gi thnh sn xut v quy nh phn trm c th. Hn na khi Coca-cola i h gi th lp tc Pepsi cng thi trin v cng vi chiu thc tng t lm cho Coca-cola khng th t tung honh. Cui cng, hai hng ny u tung ra nhng chiu thc tip th-qung co theo tng t trn cc phng tin truyn thng i chng ti Vit Nam.

Pepsi thng, ti sao?


Ti Vit Nam, Pepsi khng nhng c c mt h thng phn phi tt trn ton x (nh ti trc) m h cn c c nhng nh qun l v iu hnh gii, am hiu tm l ca ngi Vit - iu ny rt quan trng. Th d, nh vo tm l yu thch bng trn v tm l t ho dn tc ca ngi Vit, Pepsi t chc ngy hi bng thng qua show qung co trn truyn hnh,vi hnh nh cu th bng Vit Nam c yu thch nht thi by gi, biu din tng bng cng vi cc danh th hng u th gii. V ng thi tung ra khu hiu: Ung Pepsi l ng h i tuyn quc gia Vit Nam vn ra u trng quc t. Lp tc doanh s bn ra ca Pepsi tng vt (nht l trong cc gii cu ca ng Nam , hoc Chu c i tuyn quc gia Vit Nam tham d), tnh cm ca dn chng i vi Pepsi cng c gia c v gia tng. Cng cn phi ni thm, khu v ca Pepsi hp vi ngi Vit hn l Coca-cola. Chng hn, chai to hn (c cm gic b ngoi nh vy), nc ung cng ngt m hn. iu ny ph hp vi tm l tiu dng ca ngi bn a. Cn cc th trng khc(nh cc nc u-M) th v lt ca Coca-cola hp khu v hn, v trong nhng x hi pht trin, ngi ta qu ngn nhng g qu bo, qu ngt...

Trn mt trn cm c hai siu cng vn tung ra nhng chiu thc lai rai, nh Pepsi tung ra t qung co ung Pepsi trng xe Honda th Coca-cola tung ra chiu ung Coca trng v i du lch nc ngoi (nhng trn trn a thng thng ny cc din chin trng cng khng h thay i).

Coca-cola mun thng Pepsi ti th trng Vit Nam th h phi thit lp c mng li phn phi nh Pepsi (iu ny kh, v Pepsi da trn nhng i l c sn, h ch sn phm xung vi chnh sch chm sc khc hng tt, ch khng tn tin u t trang thit b). Thm na, Coca-cola phi chiu d c nhng tng qun kinh doanh am hiu tm l ngi Vit hoch nh mt chin lc phn cng lu di, ng n hn. iu ny cng kh, v Pepsi vo Vit Nam trc, nhng ngi ti gii lm vic cho Pepsi cng gn nim t ho c nhn ca h cng vi thng hiu Pepsi, nn h s bo v thng hiu ny ti cng ( cng l mt c im tm l ca ngi Vit). Hn na, chc chn Pepsi khng bao gi ng qun trn chin thng, cuc chin ton cu gia hai i th truyn kip gip Pepsi kinh nghim lun cao cnh gic. Ngy ngy, Coca-cola vn bn b trong chin dch xm ln th phn ca mnh. H s dng nhng ngi bn l, y do nhng chic xe 3 bnh nh i bn do trn h ph, ng thi i su vo tn hang cng ng hp ca Thnh ph (ni c th nhng vi bch tuc ca h thng phn phi ca Pepsi cn b st). Nhng ngi bn do bng xe y ca coca-cola bn ra mt chai coca vi gi ch c 2 ngn ng, trong khi ngoi qun c-ph mt chai Pepsi c gi l 5 ngn ng, cn nh hng l 9 ngn ng. D nhin, Coca-cola khng t hy vng vo doanh thu ca tng chai nc ngt (c bn do), m ch yu h tip th khu vcho khch hng, ng thi tip th lun nhng qun cc nh b trong hm ly hng ca Coca vi gi u i, bng cch to ra th phn cho hng Coca. Vi tnh hnh cnh tranh trn, ngi Thnh ph c dp chng kin hai hnh nh tri ngc nhau. Trong khi nhng chic xe ti nh mang hnh nh ca thng hiu Pepsi ung dung ch hng ti b cho cc i l v qun c-ph th ngi ta li thy nhng chic xe 3 bnh nh xu ca Coca-cola c y i bn do trn h ph v trong cc con hm... y c l cng l mt chiu thc c o trong vic chim th phn ca Coca, v y xe bn do l mt trong nhng hnh nh thn quen trong cuc sng th ca ngi Vit... Hai hnh nh tri ngc trn ni ln s cnh tranh bn b, dai dng, kin nhn v cng v cng khc lit ca hai quc nc ngt trong trn chin th hng v kinh t. V ai bit u mt ngy no dn chng Vit Nam s chng kin cuc lt y ngon mc ca Coca-cola trong vic tranh ginh th phn vi Pepsi ti Vit Nam.

Yu t quan trng nht pepsi vt mt coca th trng Vn l u th ca ngi tin phong. Vi th lc hng hu ca mnh th vic xm nhp th trng Vn trc vi nm so vi coca l mt li th qu ln nn phn thng chc chn dnh cho pepsi thi. M phn tch l do ti sao pepsi nh vo th trng pha Nam ri mi m rng ra pha Bc: 1. c im kh hu: min Nam c kh hu nhit i gi ma in hnh vi hai ma: ma kh v ma ma (t thng 4-5 n thng 10-11). Quanh nm, nhit ca min ny cao. Kh hu min ny t bin ng nhiu trong nm. So vi kh hu nhit i gi ma ca min Bc vi bn ma xun, h, thu, ng r rt, bin chnh lch nhit ln. Chng ta c th thy ngay doanh s bn ra chu nh hng ca thi tit ln n mc no, c bit l nc gii kht. Nh vy n nh ca th trng mn Nam theo ma l n nh hn mn Bc. 2. c im dn c: - thi im pepsi vo Vn l nhng nm 1993. Ngi dn min Bc c xu hng bo th khi tip cn vi nhng ci mi hn so vi ngi min Nam( ngay c cho n by gi). Yu t lch s, truyn thng cng hnh thnh thi quen kh thay i ca dn Bc l tr , nhn trn, tr xanh pha m... - tnh cch, thi quen chi tiu ca dn min Nam phng khang, d di hn min Bc ( dn Bc thng tit kim hn) - ngai ra mt yu t na cng to s khc bit r rng gia 2 min l khu v. dn min Nam n ngt, cn min Bc n mn. Nu trong mt ba n, cc mn nu mn m ung nc ngt cha quen, thc khch s thy ko hp thm ch rt kh chu. iu ny ni nghe n gin, nhng phi mt rt nhiu nm, ngi dn min Bc mi thay i c nh by gi. Cng cn phi ni thm, khu v ca Pepsi cng hp vi ngi Vit hn l Coca-cola. Chng hn, chai to hn (c cm gic b ngoi nh vy), nc ung cng ngt m hn. iu ny ph hp vi tm l tiu dng ca ngi bn a. Cn cc th trng khc(nh cc nc u-M) th v lt ca Coca-cola hp khu v hn, v trong nhng x hi pht trin, ngi ta qu ngn nhng g qu bo, qu ngt. M ngh nhng iu ny l gii c v sao pepsi chn tn cng vo th trng pha Nam trc. Cn nu M l ngi ng u Coca Vn, th M cng chn gii php tip cn ngc li so vi pepsi, tc l anh t Bc v Nam. R rng khi xc nh l ngi n sau, coca nhn thy th trng pha Nam pepsi lm qu tt, th trng pha Bc s tim nng hn nhiu. E ht hi ri, cc bc chm tip

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