PHN TCH MI TRNG NGNH Da vo m hnh 5 lc lng cnh tranh ca M.

Porter, ta ln lt phn tch tng lc lng cnh tranh mt: I, Phn tch i th cnh tranh hin ti A, c cu cnh tranh. u tin chng ta s phn tch c cu cnh tranh ca cc thng hiu nc ngt tn tui Vit Nam da vo th phn v cc thnh tch m thng hiu t c:

Thng hiu mnh Vit Nam qua lng knh nghin cu th trng
Qua lng knh quan st ca mt ngi lm nghin cu th trng v s liu kho st thc t, ng Ralf Mattheas, Gim c iu hnh Cng ty nghin cu th trng TNS Vietnam tng kt nhng thng hiu pht trin nhanh v mnh nht ti Vit Nam trong nm nnnnbfjhkjn2007 cng mt s d bo trong nm 2008 ny. Vic ha nhp vo T chc thng mi th gii (WTO) ca Vit Nam nm 2007 c xem nh l ln u tin a cc nhn hiu Vit Nam ng ngang hng vi cc nhn hiu quc t. Trn c s , Cng ty nghin cu th trng TNS Vietnam tin hnh xem xt cc nhn hiu trong ngnh hng tiu dng lun chuyn nhanh (FMCG) Vit Nam v nhng nhn hiu no s tip tc pht trin trong nm 2008. Tr Khng - ng Vua tr Vit Nam: Nhn hiu pht trin nhanh nht Vit Nam cng thuc v mt hng pht trin nhanh nht Vit Nam: tr ch bin sn. V tr l loi nc gii kht c tiu th ln nht y v c th c xem l loi thc ung dn tc ca Vit Nam, nn khng c g ng ngc nhin khi mt cng ty Vit Nam c tm nhn v s thu hiu nhn ra tnh yu tr ca Vit Nam v bit i mi mt trong nhng loi nc gii kht lu i v gn gi nht ca th gii thnh mt loi nc gii kht mi. Tr Khng ca Cng ty Tn Hip Pht (THP) pht trin vi tc ng kinh ngc, tng trng 190% th Vit Nam t thng 11/2006 n thng 11/2007 (theo s liu ca TNS Worldpanel v tiu dng ti gia; 2.150 h gia nh TP H Ch Minh, H Ni, Nng, Cn Th). Xem xt mt hng tr ch bin sn pht trin trn 80% trong cng mt khong thi gian, c th nhn thy rng Tr Khng n thng c m pht trin v chi phi c ngnh hng ny. Th phn tng 17% khin Tr Khng tr thnh Vua tr ch bin sn Vit Nam.Tr C2 ca URC Vit Nam cng pht trin mnh vi th phn tng 7%, nhng tht s vn cn nh so vi Tr Khng .Tuy nhin, s cch tn sn phm dng nh l nhn t ch yu trong s thnh cng ca Tr Khng , bi dng nh THP hiu rng ngi tiu dng Vit Nam ngy cng quan tm cc sn phm lin quan n sc khe, nhng cng phi mi, hp thi v tin li. Tr Khng c th c xem nh cu chuyn thnh cng nhn hiu tht s ca Vit Nam. Mi tnh vi kem: Nhng nhn hiu pht trin nhanh th hai Vit Nam nm 2007 u l kem. Kem Vinamilk v Trng Tin tng th phn ln lt l 11% v 10% t thng 11/2006 n thng 11/2007 (tt c cc s liu da trn d liu v tiu dng ti gia ca TNS). Mt ln na, tnh hp dn ca sn phm cng nh s tch ly vt cht v am m ca ngi tiu dng, c hai gi vai tr chnh i vi s thnh cng ca Vinamilk v kem Trng Tin. Nhn chung, mt hng Kem tng khong 36% trong sut thi gian

, minh chng rng phn ln s tng trng ny c th c ng gp trc tip i vi cu chuyn thnh cng ca hai nhn hiu Vit Nam ny. Sting nhn hiu nc ngoi pht trin nhanh nht: Tht khi hi, nhn hiu nc ngoi pht trin nhanh nht ti Vit Nam ch ng th t v tng trng th phn. Sting ca PepsiCo tng thm 8% th phn nm 2007. Tuy nhin, t l tng trng ny a Sting ng u v nc ung tng lc vi th phn tng hn 40% th Vit Nam. Thnh cng ca Sting xt v mt nhn hiu tht s ng lu , bi v mt hng nc ung tng lc thm ch khng c xp vo 10 mt hng tng trng hng u Vit Nam, iu c ngha l Pepsi c th tht s lin kt vi c s tiu dng th v y doanh thu trong th trng nc gii kht y cnh tranh. Nc tng Maggi, vi th phn tng gn 8% nm 2007, l nhn hiu nc ngoi pht trin nhanh nht Vit Nam vi th phn tng khong 16% th Vit Nam nm 2007. Nhng nhn hiu thnh cng khc nm 2007 Mt loi nc tri cy ca Pepsi, Twister, cng thnh cng trong vic tng th phn, ng th 7 trong cc nhn hiu FMCG pht trin nhanh nht nm 2007. Number 1, cng ca THP, mc d khng thuc 10 nhn hiu hng u, ng th 12 v tng trng th phn Vit Nam vi tng trng 3% trong nm 2007, khin cho THP tr thnh mt trong 4 cng ty Vit Nam c 2 nhn hiu ng trong 20 nhn hiu hng u v tng th phn nm 2007.. Nh vy, nhn v tng th th THP vn c th mnh ln nht trong th trng nc gii kht Vit Nam. (Hix, n y t nh tm hiu v sting nhng m tm ko thy thng tin,)

Theo TS. Trn Th Dng - Gim c Cng ty T vn gii php th trng bn l, ging nh chu u v Hoa K, sau thi gian di m trong cc loi nc gii kht c ga, vn ha gii kht ca ngi tiu dng Vit Nam c s thay i. Thay v dng nc gii kht thng thng, h chuyn sang nc tri cy, tho mc, tr thanh nhit ng chai bi ngoi yu t gii kht cn c tc dng thanh lc c th, nng cao sc khe. Tuy nhin, gii phn tch th trng li thy r xu hng chim ngi ca tr tho mc trc cc sn phm nc gii kht n thun. Cn c vo s liu v th hiu ca ngi tiu dng trong 3 nm tr li y, cng s xut hin ca nhiu loi nc gii kht mi c ngun gc t thin nhin c bit nh Tr tho mc Dr.Thanh vi 9 loi tho mc cung nh khin lp lun ny thm phn chc chn. S thay th v tr cn hin din ngay c trong suy ngh ca ngi tiu dng cng nh s hin hu trn gi hng trong siu th, trong ca hng t chn, hay trong c cc pano, p phch qung co trn cc phng tin thng tin i chng.
Tnh trng cu ca ngnh sn xut nc ngt cng cn rt tim nng, hin nay,

Hin tng nc gii kht trong nhng nm gn y c ngi tiu dng gn cho sn phm Tr tho mc Dr.Thanh. y l iu khng th ph nhn bi trong lch s ngnh ung Vit Nam, cha mt sn phm no gm vo tr nh ngi tiu dng mnh m nh vy. PGS.TS Nguyn Vn Bnh-Ging vin Hc vin Qun y 103 cho bit, ng v cc cng s tin hnh nghin cu v tnh an ton v tc dng dc l ca Tr tho mc Dr. Thanh tm hiu ti sao n c sc ht vi ngi tiu dng n vy. Kt qu cho thy, loi tr ny c an ton cao. c bit, n c tc dng ci thin chc nng gan, kh nng chng xi ha, tng kh nng nhn thc v ghi nh. Qua th nghim trn hu ht nhng ngi tnh nguyn u thy cm gic tnh to, hot bt, mt mi, ng ngon v n ngon hn. R rng, tr tho mc Dr. Thanh c nhng tc

dng thng n sc khe v h thn kinh con ngi-mt l gii v sc ht ca n trn th trng- ng Bnh khng nh. Tr xanh ng chai (Ready-to-drink) tr thnh mt ch c tho lun nhiu trong thi gian gn y. Quan st cc s kin lin quan n loi sn phm ny, chng ta c th rt ra c nhng kinh nghim qu bu cho hot ng truyn thng thng hiu. Bi vit c phn tch di gc hi thin v chin lc marketing thng qua quan st v kho cu ca tc gi t cc thng tin thu thp t nhiu ngun v cc iu tra trc tip vi ngi tiu dng vi quy m nh phc v cho lun im ca bi vit. Bi vit, do vy, nn c nhn nhn di gc quan im ca ngi hnh ngh marketing v mong mun c chia x cc kin ca bn c v vn ny. Tr xanh l mt th thc ung ph bin trn th gii t hng ngn nm nay, c bit l khu vc chu nh Trung Quc, i Loan, Nht Bn, Hn Quc, v.v. Ti mt s quc gia, ung tr cn c nng ln thnh ngh thut v vi nhng nghi thc c bit, phc tp. Cuc sng hin i thc y ngnh cng nghip nc ung tin dng pht trin mnh m. Tr xanh ng chai cng nm trong dng chy ny. Ti Vit Nam, khi ni v chng loi sn phm ny, phi k n cc thng hiu Khng , C2, Queen Tea. Trong , thng hiu c nhn bit rng ri l Khng . Vo khong u nm 2006, Tn Hip Pht (THP) tung ra th trng tr xanh ng trong chai PET. Cc chng trnh truyn thng rm r trn bo, trn truyn hnh lin tc gii thiu v mt loi sn phm gn gi (l tr) nhng c o v c ng trong chai vi nhng iu kin sn xut c bit gi li cc cht b dng, c li cho c th. Tr xanh khng nh v vo phn khc nhu cu gii kht vi c im vt tri so vi cc loi thc ung gii kht thng thng l c li cho sc kho. Tr xanh khng c mt quyt nh chin lc to bo. Trc ht, chai PET dng sn xut tr xanh phi tun th iu kin quan trng ca quy trnh sn xut tr xanh l phi chu c nhit cao v phi chit rt nng. Ngay thi im , THP phi u t ring cho mnh mt dy chuyn sn xut chai PET ny. Khng cng c u t kh k cng t vic chn la tn thng hiu, thit k logo, kiu dng cho n s dng thng hiu Number one, c v th, lm thng hiu bo tr. Ngay t u khi tung ra sn phm ny, THP la chn gii php truyn thng bng n vi nhng u t mnh m vo phim qung co, qung co bo, PR kt hp c cc cng c kch hot thng hiu khc nn nhanh chng to dng s nhn bit i vi khch hng. Tr xanh Khng cng c tha hng nhng li th mnh m t knh phn phi hin hu ca THP. Chn la nh v l thc ung gii kht c li cho sc kho, tr xanh Khng nhanh chng tm c l do thuyt phc ngi tiu dng s dng sn phm. Trc ht, tr xanh l mt thc ung rt gn gi vi ngi tiu dng Vit Nam. Nhng li ch cho sc kho do tr xanh mang li c tha nhn nh mt tt yu i vi ngi tiu dng. Do vy, tho mn nhu cu gii kht, t nay khch hng c thm mt la chn na, c li cho sc kho. Th phn ca Khng l tt c cc thc ung gii kht, khng c li hoc thm ch cn c hi cho sc kho. l th trng ca nc tinh khit ng chai, ca nc ngt,.. y qu l mt th trng khng l cho tr xanh. Xt v mt gi c, tr xanh c gi cao hn khong 20% so vi cc loi nc gii kht ng chai khc. Tuy nhin, khch hng chp nhn mc chnh lch ny v c li cho sc kho. Ngy nay, Khng tr thnh mt "con b sa" m tt c cc doanh nghip phi thm mun. S thnh cng cu Khng , chnh l li th ca ngi tin phong (First mover). Thc ung c li cho sc kho l mt xu hng. Trn th gii v trong khu vc, tr xanh ng chai pht trin mnh t nhng nm 80 ca th k trc v c gi tr ln n nhiu t la. Tuy nhin, vi bt k sn phm mi no ri ro tht bi cng rt cao. THP cng khng di mt ln ri ro khi quyt nh u t vo sn

phm mi. Tt c nhng thng hiu ln c mt ti Vit Nam u c sn phm tr xanh ti cc th trng u, M, Nht, Hn nh Lipton, Pepsi, Nestle, Coca cola, Uni president, URC. Ngoi tr URC vi C2 hin din, vic cc i gia trong lnh vc gii kht tung sn phm tr xanh ti Vit Nam ch l vn thi gian. i trc, thc s to cho Khng mt li th. Ngy nay, ti bt k tim tp ho no, vic mua mt chai tr xanh khng l rt d dng. Cc thng hiu ln, thi im hin ti mun thm nhp vo th trng tr xanh cng khng thchc chn thnh cng v nu c thnh cng th ci gi cng khng nh. Sc mnh phn phi cng vi hnh nh thng hiu ca ngi i u buc mt vi c s sn xut t tim lc hn khc phi la chn gii php "bt chc" thm nhp th trng ny. Nhng tranh chp v bo h nhn hiu hng ho vi cc thng hiu O2, Omega thi gian va qua chng minh cho iu ny. Xin c ni v chin dch truyn thng ca C2. Tr xanh C2 l thng hiu thuc cng ty URC Vit Nam. URC Vit Nam u t vo Vit Nam vi s vn ln n 14,5 triu v t nh my ti KCN Vit Nam - Singapore. C2 l thng hiu tr xanh thnh cng rc r ti Philipines. Tuy nhin, khi vo Vit Nam C2 cha t c thnh cng nh mong i. Ti thi im ra mt, C2 dng nh b bt ng v ri vo tnh th b ng v Khng ra mt trc v c h tr mnh m bi cc hot ng truyn thng rm r. Mi n thng chn va ri, C2 mi gia tng n lc Marketing thng qua vic qung co rm r trn Tivi kt hp vi chng trnh gim gi mnh m nhng tnh hnh c l kh ci thin khi chin dch ny cn cha nhiu im yu. Trc ht, C2 la chn nh v "mt lnh & thanh khit" (Cool & Clean). L thng hiu n sau (trong nhn nhn ca ngi tiu dng), l ra C2 nn chn cho mnh mt c trng khc bit thay v cng ch l gii kht v c li cho sc kho. Nhn vt i din thng hiu trong phim qung co thuyt phc ngi tiu dng hy chuyn t nhu cu tiu dng nc ngt sang tr xanh C2. Thng ip ny c ba im hn ch: (1) C2 t hn ch i tng tiu dng sn phm khi ch hng vo nhng khch hng tiu dng nc ngt thay v c th m rng sang th trng nc tinh khit ng chai, cc loi nc gii kht khc. Theo iu tra ca ngi vit, phn ln ngi tiu dng chn tr xanh nh l mt la chn khn ngoan thay th nc tinh khit ch khng phi nc ngt. (2) Chin dch truyn thng C2 phn ln hng n mc tiu hnh thnh "lc ko" nhng cha ch trng n "lc y" nhm to ra sn sng v hng ho ti im bn. (3) Nu vic chuyn t tiu dng nc ngt sang tr xanh l hp l th tr xanh m khch hng la chn l Khng ch khng l C2. C2 khng cung cp cho khch hng bt k l do thuyt phc no chn tiu dng ngoi tr nhng l do m ngi tiu dng c p ng bi Khng l tinh khit v c li cho sc kho. Mc khng sn sng C2 ti im bn, cng vi l do la chn C2 cha sc thuyt phc v tnh gip Khng hng li t ngn sch marketing ca C2. Tt nhin, cn phi c nhng thng tin y hn v bin ng doanh s, tng quan v th phn, mc bao ph, v.v gia C2 v Khng th phn tch mi r rng hn. Nu cc d liu thc tin h tr cho cc lp lun trn, C2 cn phi iu chnh li nh v c tnh khc bit mnh m hn gia C2 v Khng . Cc hot ng marketing, nh v hng n tnh cch "snh iu" m C2 ang trin khai Philipines, theo quan st ca ngi vit, s tt hn cho C2 ti Vit Nam. Ngoi ra, C2 cng cn ch n cc cng c to "lc y" gia tng mc bao ph hng v nhn c s h tr t knh phn phi nhiu hn na trong vic a hng n tay ngi tiu dng. Nhng phn tch s khi trn, hy vng mang li c nhng ng gp nht nh cho cc nh qun tr cng ty trong vic la chn chin lc v trin khai cc hot ng marketing ca doanh nghip mnh. Ngi vit cng rt mong c nhn thm nhng gp t c gi tnh hung phn tch c su sc v a dng hn nh l mt ng gp vo vic lm giu thm "tnh hung tip th" cho Vit Nam.

II, Phn tch cnh tranh tim n Mc d c v tr qun qun trong ngnh tr gii kht, tuy nhin THP cng c nhiu i th cnh tranh bi th trng gii kht ca Vit Nam cn rt nhiu tim nng. Ngi ta thng v th trng nh mt ming bnh, ming bnh ngon th tt s nhiu ngi s nhy vo khai thc. Trong nhng nm gn y, th trng nc ung v nc gii kht ti Vit Nam pht trin rt si ng, trong phn khc tr xanh ng chai c nhng bc tin m khng mt loi nc gii kht no c th lm c. y cng l tin cho s ra i ca hng lot nhn hng khc nhau khi th trng pht trin, nhng liu ming bnh c cho tt c? Trm. Tr ua n

cng

tr

nn

ph

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ny,

Tr khng phi l thc xa l vi m thc v vn ha Vit Nam cng nh cc nc ng khc nhng trong cuc sng hin i vi nhiu mi lo v sc khe v ngi ta cng hiu c nhng li ch ca tr i vi sc khe th v th ca cy tr mi c cao n th trong cuc sng. T nc tr xanh, sa tr xanh, nc ra chn tr xanh n bnh tr xanhth g cng c cc nh sn xut a vo tranh th s chm lo cho sc khe ca ngi tiu dng. Ring trong lnh vc tr xanh ng chai ti Vit Nam, i vi nhu cu to ln ca loi nc ung ngy c s pht trin ht sc si ng.

Khi u l Tn Hip Pht, ngi i tin phong vi tr xanh Khng vo nm 2006 v thng ln trn th trng. Thnh cng ca Tn Hip Pht vi tc tng trng t 190% t thng 11/2006 n 11/2007, to nn mt hin tng trn th trng nc gii kht khin cho cc doanh nghip khc nhanh chng nhn ra th trng c tim nng to ln ny. URC lp tc tung C2 v cng nhanh chng chim c s quan tm ca ngi tiu dng cng mt th phn khng nh khin cho cc doanh nghip khc khng th ng ngai c na. Hng lot cc nhn hiu tr xanh ng chai khc ln lt ra i nh 100, Wonderfarm, Anuti, Asaov n thng 8/2008, khi Pepsi, mt thng hiu tan cu vi nhng sn phm nc gii khc ni ting cng nhy vo th trng ny th cuc au ginh v tr xanh trong tri tim ngi tiu dng thc s tr nn gy cn. Cuc chi ca cc i gia

Tuy c nhiu sn phm, nhn hiu hin ang lu hnh trn th trng nhng li c rt nhiu sn phm thuc dng n theo, trong c khng t thuc dng hng nhi nn nhn chung, ch c mt s t cng ty mi to c tn tui v ting tm trn th trng. Trong s ny ni bt ln ba tn tui l tr xanh Khng ca tp an Tn Hip Pht, C2 v URC, mt thng hiu tr xanh thnh cng ti th trng Philippines v Lipton Pure Green, sn phm lin doanh gia hai i gia Pepsi v Lipton, to ra th chn vt trn th trng.

Tr xanh Khng c sn xut t loi tr xanh ti t nhin c trng ca Vit Nam, qu trnh sn xut qua nm cng on v trng, loi chai nha kt tinh cha c nc tr ti 86 C m khng xy ra cong vnh, bo m pha ch ng cch, c li cho sc khe, tin dng mi lc mi niVi tng s vn u t l 50 triu USD, c h thng k phn phi tt, gi c cnh tranh, chin dch marketing hp l, li thm li th ca ngi i tin phong, tr xanh Khng nhanh chng dn u th trng. Tuy l ngi n sau, li c nh v na n Khng ( mt lnh v thanh khit ) v mu qung co khng c mi ngi nh gi cao khi t thu hp i tng mc tiu ca mnh chuyn t ung nc ngt sang ung tr xanh C2 nhng vi chin dch qung co rm r, cht lng kh n, h thng phn phi tt v loi chai nh va vi ti tin ca s ng ngi tiu dng, C2 cng c ch ng trn th trng. L thnh vin tr nht trong lng nhng Lipton Pure Green li c li th rt ln khi l sn phm ca hai cng ty dn dn u trong ngnh tr v nc gii kht v l s kt hp ca hai nhn hiu tan cu Lipton v Pepsi. Vi tim lc mnh m v cch thc lm marketing, qung co chuyn nghip ca hai i gia ny, Lipton Pure Green nhanh chng thm nhp th trng cng nh thm nhp vo tm tr ca khch hng. To ra s khc bit ca sn phm mt cch khn kho: Sn phm c lm t 100% l tr non v k thut trit nng to nn hng tr ti m . Nhng cy tr c trng v kim sot theo quy nh nghim ngt ca Lipton tan cu. Nhng l tr non tt nht c la chn theo nguyn tc hai l v mt bp, thu hi vo sng sm v ti cho vic pha ch ti nh my to nn hng v tr m ca sn phm. Bn cnh h thng phn phi v tip th chuyn nghip, gi bn Lipton Pure Green cng cnh tranh v hng v cng to c s c o v khc bit so vi cc sn phm c mt trn th trng m hng tr v t ng hn. C ln c nut ht c b?

Cc sn phm thuc dng n theo trn th trng ngoi vic khng c s u t cho vic nghin cu, sn xut dn n cht lng sn phm cn thp, khng u t nhiu cho vic tip th, qung b m gi c cng cha tht s hp l nn nng lc cnh tranh khng cao. a s sn phm ny u c gi bng hoc cao hn tr xanh Khng , C2 v Lipton Pure Green nu tnh v lng th tch. Do , cc sn phm ny ch chim mt th phn khim tn trn th trng v ch c th tn ti vi mc chit khu cao v chu kh len li vo cc ca hng tp ha, cc im bn l nc gii kht nhng ni khng c yu cu cao v nhn hiu. Theo kho st ca ngi vit, thc t c khng t ngi tiu dng khi vo qun nc ch gi mt chai tr xanh, ch qun mang ra loi no th ung loi hoc h yu cu tr xanh C2 nhng nu ch qun mang ra mt chai tr xanh Khng hoc mt sn phm tr xanh khc c th h vn ung m khng ku ca, phn nn g. Do , vi s pht trin bng n vi mc tng trng 97% trong nm qua (trong khi th trng hng tiu dng nhanh ni chung ch tng trng 11% - ngun TNS Media), mt mc pht trin m khng c mt loi nc gii khc no t c , chng t nhu cu ca ngi tiu dng ang rt ln v cn c c hi cho cc nhn hng nh khai thc. V th, bn cnh cc nhn hng ln nh Khng , C2, Lipton Pure Green, vn tn ti song song nhng nhn hng khc v kh c th ni rng mi nhn hng phi lm g tn ti v pht trin, v mi nhn hng u c nhng chun gi tr ring ca mnh v s pht trin phi da trn nhng chun gi tr . Tuy nhin s c ngi dn u v rt kh ni iu ny trong tng lai.

Hin ti, c v nh Khng , C2 vn cha phi lo lng nhiu vi s gp mt ca i gia Pepsi do ngi tiu dng vn cha quen vi hng v ca Lipton Pure Green trong khi qu trung thnh vi Khng v C2. Sinh sau, mun vn l thch thc ln nht i vi Lipton Pure Green. Theo kho st ca ngi vit th ngoi tr siu th v cc i l nc gii kht ln, khng nhiu cc im bn l v cc ca hng nh c trng by v bn Lipton Pure Green do din tch trng by c hn nn h ch chn nhng sn phm bn chy nh Khng v C2. Vi cc ca hng ln, doanh s t Lipton Pure Green cng khng cao, tc bn ch bng 1/5 so vi Khng v vn cn nhiu kin khc nhau v hng v ca sn phm ny. Tuy nhin, Pepsi vn l mt i th nng k m khng mt thng hiu, cng ty no xem thng. Nhn li lch s, c th thy rng nhng sn phm khc ca Pepsi nh nc gii kht hng cola, nc c gas, nc tinh khitkhi gia nhp th trng Vit Nam th trc c rt nhiu sn phm tng t ca cc cng ty khc. Tuy nhin, cui cng th Pepsi vn tr thnh cng ty dn u th trng cho cc sn phm ny. Nhng thnh cng c da trn nhng nn tng cc chin lc tip th, chin lc truyn thng, chin lc bn hng ng b v bi bn, v cao hn na, l mt chin lc u t chung cho tan cng ty. Nh vy, li th cnh tranh khng ch l ra sn phm trc hay sau, m li th cnh tranh cn nm chin lc tng th, ng b v tan din, ch khng phi ch tip th v bn hng l . V do , i vi trng hp tr xanh, vi mt chin lc ng b v bi bn nh ca Pepsi vi Lipton Pure Green quan tm t nhng chic l tr non u tin, cht ch trong vic kim sot cht lng v quy trnh pha ch cho n khi sn phm c ngi tiu dng s dng v nhng phn nh v cht lng sau , tng lai v ngi dn u phn khc th trng ny s cn nhiu bt ng th v.

III, Sc p t nh cung ng Trong lnh vc ny THP c nhiu li th, bi sn phm ca THP ch yu l sn phm c ngun gc t nhin nh tr xanh, tr tho mc. Vit Nam l mt quc gia c nn nng nghip mnh, hng nm vn l mt trong cc quc gia i u v xut khu mt s mt hng nng sn nh go, ch, c ph,.Bi vy, ngun cung ng nguyn vt liu cho THP c th ni l rt di do v a dng. Tm hiu v th trng ch xanh l mt trong nhng nguyn liu chnh ca nc gii kht c ngun gc t thin nhin lm r s phong ph v ngun cung ng nguyn liu cho THP. Ti Vit Nam, c nc c 35 tnh thnh trng ch, tng din tch 125.000ha, phn nhiu cc tnh trung du min ni pha Bc, Bc Trung b v Ty Nguyn. Hng nm Vit Nam xut khu ch t trn di 100 triu USD. n nay Vit Nam xut khu tr sang 107 nc, ng th 7 v sn lng, ng th 6 v khi lng xut khu. 9 thng u nm 2006, hot ng xut khu ch ca c nc tng i kh quan vi tng kim ngch t khong 76 triu USD (tng ng 72.000 tn), tng 22% v tr gi v tng 23 % v lng so vi cng k nm trc. Trong nm 2007, kim ngch xut khu ch ca Vit Nam s ln u tin vt mc 100 triu USD vi s lng khong 95.000 tn ch cc loi, tng 20% so vi nm 2006. Nh vy, THP ko phi chu cc p lc v hn ch s lng nh cung ng, thm ch nh cung ng ca THP cn rt di do, mt khc, xu th chung ca th trng l

ngi Vit Nam u tin dng hng Vit, THP l mt thng hiu Vit, v th cc nh cung ng ch chc chn c u tin cung ng hng. Tr tho mc Dr. Thanh l mt mt hng mi nhn ca doanh nghip, c lm t 9 loi tho mc, nhng loi tho mc ny bao gm hoa cc vng, bung lai, hoa mc min, la hn qu, tin tho, hoa s, kim ngn hoa, h c tho, cam tho. y l cc loi cy c nhit i, trng nhiu Vit Nam v cc nc ln cn. Do vy, ngun cung cp cng rt di do. Nhn chung THP t phi chu cc p lc t nh cung ng, y l mt th mnh gip cho THP tr thnh doanh nghip sn xut nc ngt ng u nc ta hin nay. IV, p lc ca khch hng Sn phm ca THP l ung c li cho sc khe nn n ko b hn ch trong mt khu vc khch hng no, ai cng c nhu cu chm sc sc khe, ai khi kht cng cn ung nc. Mt khc, THP l nh cung ng ung ln ti Vit Nam, bi vy, THP ko phi chu p lc t vic l nh cung ng nh trong khi ngi mua l s t c quy m ln. THP s ko b chi phi bi khch hng. Tuy nhin, do nhu cu ca th trng ln ln cc i l, cc nh phn phi thng mua mt khi lng hng ha ln, do vy h c th da vo u th mua ca mnh mc c nhng khon gim gi ko hp l. V, Nguy c t sn phm thay th Do c u th i u nn Tr xanh khng , tr tho mc Dr. thanh chim c s tin tng ca khch hng, trong khch hng hnh thnh thi quen khi s dng sn phm gii kht, do vy u th ca THP l rt r rng, tuy vy, cc i th ca THP ko chu ngi im nhn THP chim lnh th trng mt cc d dng nh vy. Do vy cc hng nc ngt vn ko ngng a ra cc sn phm mi hng cnh tranh vi THP. Ci ny trn c lit k mt s ri, hc!! Sting, C2, Pepsi, .

Tr xanh C2 : thng hiu thnh cng vi chin lc nh gi thm nhp

Cuc chin trn th trng tr xanh Vit Nam hin nay ha hn rt nhiu kch tnh khi cc i gia nc gii kht tham gia vo th trng ny. URC (Universal Robina Corporation) l mt trong nhng cng ty tin phong ca Philippin vi thm nin 40 nm hot ng trong lnh vc kinh doanh sn xut thc phm, l mt trong nhng tp on thc phm ln nht Philippines. H cng c mt ti th trng bnh ko ca 25 nc v vng lnh th nh i Loan, M, Italia, Nht Bn v mt s nc Trung ng. URC hin ang gi 30% th

trng khoai ty chin ti Singapore, 33% ti Malaysia; 28% th trng bnh xp ti Thi Lan; v 22% th trng bnh snack mn ti Hongkong.

Cc sn phm c ting tm ca URC l bnh snack Jack&Jill, scla Cloud 9 v Nips, ko XO v Maxx, m Payles v Nissin Cc sn phm ca cng ty ht sc a dng nh: bnh snacks, ko, bnh biscuits, c ph ha tan, m n lin, nc xt c chua, m si, ngoi ra cn c c cc lai kem Cng ty URC Vit Nam l mt cng ty trc thuc tp on URC quc t. URC Vit Nam c thnh lp v sn xut bnh ko t 2005 ti Khu cng nghip Vit - Sing, tnh Bnh Dng. Ngoi cc sn phm nh bnh, ko th sn phm ni bt nht ca URC trn th trng Vit Nam chnh l tr xanh C2. Tr khng phi l thc xa l vi m thc v vn ha Vit Nam cng nh cc nc ng khc, nhng trong cuc sng hin i vi nhiu mi lo v sc khe v ngi ta cng hiu c nhng li ch ca tr xanh, th v th ca cy tr mi c cao n th trong cuc sng. V vy tc tng trng ca mt hng nc gii kht tr xanh lun t mc cao (trn 30%/ nm). Ring nm qua, mc tng trng t n 97% (trong khi th trng hng tiu dng nhanh ni chung ch tng trng 11% - theo ngun TNS ). y l mt mc pht trin m khng c mt loi nc gii kht no t c, chng t nhu cu ca ngi tiu dng ang rt ln v y thc s l mt th trng rt giu tim nng. Nh chng ta bit, i tin phong trong th trng ( First mover) tr xanh l Tn Hip Pht Group vi sn phm tr xanh Khng . Nn mc d l thng hiu tr xanh s 1 ti th trng Philipine, nhng ti thi im ra mt th trng Vit Nam, C2 dng nh ri vo tnh th b ng v n sau, v tr xanh Khng khi c tr gip mnh m bi cc hat ng

truyn thng rm r nhanh chng chim c th trng bo b ny. Mi n thng 9/2008, C2 mi gia tng n lc marketing thng qua vic qung co trn truyn hnh, kt hp qung co vi chng trnh khuyn mi hp dn nhm gia tng th phn, nhng do b ri vo th b ng v n sau v do nhng chin lc nh v khng hp l nn C2 vn khng th qua mt sn phm Khng trn th trng tr xanh. Tuy vy, tr xanh C2 vn chim mt th phn ln trong th trng nc gii kht tr xanh ng chai v l i th chnh ca Khng . Nguyn nhn thnh cng ny l nh C2 xy dng c knh phn phi hiu qu v mt chin lc nh gi thm nhp rt hp l.

Sting hin nay vn c coi l con b sa ca Pepsi, cn Tn Hip Pht th say sa vi tr xanh v tr tho mc, d vn khng nh Number 1 l sn phm quan trng ca mnh. Sting i sau v trc C mt sm nht, Red Bull nhanh chng lm ch th trng nc ung tng lc Vit Nam t cui nhng nm 1980. Cnh tranh vi Red Bull lc ch c Rhino v Lipovitan. Nhn thy tim nng t th trng ny, cng ty Tn Hip Pht xy dng nh my v cho ra i nc tng lc Number 1 vo nm 2001. Vi chnh sch bn gi r hn tt c cc i th cng th trng v sc mnh truyn thng, Number 1 chim hn 30% th trng ch sau 3 thng.

Number 1 vn gi c v th ny kh lu d lun b Red Bull nhm ng. Bn cnh , nhiu thng hiu nc ung tng lc khc cng nhy vo th trng nh Bacchuce, M150 hay Samurai ca Coca-Cola. n khi Pepsi bt u thm nhp th trng ny th cuc cnh tranh mi thc s tr nn quyt lit. Pepsi bt u trnh lng nc tng

lc Sting vng (cn gi l Sting nhn sm) vo nm 2002. Khi , Sting khng ch li c vi Number 1 v Red Bull. Khng b cuc, Pepsi tip tc cho ra i nc ung tng lc Sting du v nhanh chng thu c nhiu thin cm c bit l ca gii tr. Sting du tr thnh ng lc pht trin mi ca Pepsi khi dn u th phn nc ung tng lc ti Vit Nam. Theo kho st ca Cng ty Nghin cu Th trng Nielsen, n gia nm 2011, Sting dn u th trng nc ung tng lc ti Vit Nam vi 52% th phn. Number 1 v nh vi 23% th phn. Cc thng hiu khc chia nhau 25% th trng cn li gm Samurai, Red Tiger, Rhino, Lipovitan. Nguyn nhn Number 1 mt ngi s 1 Number 1 tng thnh cng vi chin dch qung co rm r. Sut 1 thng trc ngy ra mt sn phm, mt on qung co 5 giy xut hin trn cc knh truyn hnh chnh Vit Nam ch vi mt thng ip: Number 1 sp c mt ti Vit Nam. Tn Hip Pht u t qung co cho Number 1 nh vy, nhng nhn hiu ny vn thua trn trc Pepsi. Mt chuyn gia (khng mun nu tn) cho rng Number 1 thnh cng khi nhanh chng tr thnh mt thng hiu kh ni ting. Tuy nhin, Tn Hip Pht li s dng Number 1 cho qu nhiu sn phm. Hu nh sn phm no ca h cng c logo v ch Number 1, t nc tng lc cho ti sa u nnh, nc cam p, nc tinh khit. iu lm long thng hiu ny trn th trng nc ung tng lc. Trong khi , Pepsi phn nh r rng: Pepsi l nc ngt c gas, Aquafina l nc khong, Sting l nc tng lc. Nhn chung, c 3 nguyn nhn khin cho Number 1 gim th phn so vi Sting. Th nht, Tn Hip Pht khng cn ch trng n vic qung co cho Number 1 m chuyn sang tp trung qung b cho sn phm Tr xanh v tr tho mc. Cn Pepsi li mun nh vo th trng nc tng lc v tng cng qung co Sting lin tc, nhm vo gii tr. Nguyn nhn th hai l do Pepsi c h thng phn phi u khp, u cng thy nhn hiu Sting ca Pepsi. Nguyn nhn th ba l s tin dng ca Sting khi c ng trong chai nha ch khng phi trong chai thy tinh nh Number 1. Tuy nhin, Tng Gim c Cng ty Tn Hip Pht, ng Trn Qu Thanh li cho rng Number 1 vn pht trin. Th trng nc tng lc ngy cng c nhiu i th, th trng b chia s, song sn lng ca Number 1 vn tng hn 10% so vi cng k nm ngoi, ng ni. ng cho bit Tn Hip Pht vn pht trin Number 1 nh mt thng hiu chung cho cc sn phm, trong vn ch trng sn phm nc tng lc Number 1. ng Thanh cho rng, tim nng ca th trng nc tng lc vn cn rt ln.