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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.
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.
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