Professional Documents
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VIETHANIT
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.
Nh chng ta bit trc y, Bibica vn c th mnh truyn thng trong
sn xut ko. Tuy nhin sau khi u t vo dy chuyn sn xut bnh bng lan
mi Bibica Min ng, Bibica cng tr thnh mt thng hiu mnh v
sn phm bnh trong nhng nm gn y.
Bibica 13 nm lin tip t c danh hiu Hng Vit Nam cht lng
cao (t 1997-2009). Cng ty c mt h thng sn phm rt a dng v phong
ph gm cc chng loi chnh: Bnh quy, bnh cookies, bnh layer cake,
chocolate, ko cng, ko mm, ko do, snack, bt ng cc dinh dng, bnh
trung thu, mch nha Ngy 17/12/2001 Bibica chnh thc nim yt c phiu ti
trung tm chng khon thnh ph H Ch Minh (HOSE) vi m chng khon l
BBC.
Vi ti: Hon thin chin lc Marketing cho sn phm bnh ko ca
Bibica. Nhm chng ti c gng a ra nhng gii php hon thin thm
chin lc ca cng ty.
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 Thc s: Hunh B Thy Diu hng dn, gip chng ti hon thnh
chuyn ny.
Xin chn thnh cm n!
Nhm thc hin: 8
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MC LC
MC LC.................................................................................................................2
DANH MC BNG BIU......................................................................................4
DANH MC HNH V...........................................................................................5
Phn I: C S L LUN V CHIN LC MARKETING.........................6
1.1. Khi nim v chin lc Marketing.........................................................6
1.1.1. Khi nim v chin lc.....................................................................6
1.1.2. Khi nim v chin lc marketing....................................................6
1.2. Bn cht ca chin lc Marketing..........................................................6
1.2.1. Cn c vo khch hng...........................................................................6
1.2.2. Cn c vo doanh nghip.......................................................................6
1.3. Vai tr ca chin lc Marketing..............................................................6
1.4. Tin trnh hoch nh: 5 bc...................................................................7
1.4.1. Xc nh s mnh tm nhn v mc tiu............................................7
1.4.2. Phn tch tnh hnh hin ti ca t chc.............................................7
1.4.3. Phn tch bi cnh hot ng..............................................................8
1.4.4. nh dng cc chin lc kinh doanh.................................................9
1.4.5: Hoch nh chin lc marketing.....................................................10
Phn II: THC TRNG V CHIN LC MARKETING TI CNG TY
BIBICA....................................................................................................................12
2.1. Gii thiu chung v cng ty Bibica...........................................................12
2.1.1. Qu trnh hnh thnh.............................................................................12
2.1.2. Qu trnh pht trin ca cng ty Bibica..............................................12
2.1.3. Thnh tu..............................................................................................13
2.2. Chin lc kinh doanh ca cng ty trong thi gian qua.......................13
2.3. nh gi hiu qu hot ng kinh doanh trong thi gian qua............14
2.4. Chin lc marketing ca cng ty trong thi gian qua.........................15
2.4.1. Chin lc sn phm..........................................................................15
2.4.2. Chin lc v gi................................................................................17
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KT LUN.............................................................................................................35
LIU THAM KHO.............................................................................................36
PH LC................................................................................................................37
NHN XT CA GIO VIN.............................................................................39
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DANH MC HNH V
Hnh 2.1. Kt qu kinh doanh nm 2008-2009...................................................14
Hnh 2.2. Hnh nh sn phm Bibica..................................................................16
Hnh 2.4. Hnh v s phn phi sn phm..................................................19
Hnh 2.5. Bibica ti tr cho tr em b xoe ha c DELTA................................21
Hnh 2.6: Khuyn mi............................................................................................21
Hnh 2.7. Doanh thu ca Bibica qua cc nm......................................................29
Hnh 2.8: Cc gii thng ca Bibica.................................................................29
Hnh 2.9. Sn phm mi ca Bibica...................................................................33
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+ S e da ca i th cnh tranh.
+ Quyn thng lng, tr gi ca khch hng.
1.4.4. nh dng cc chin lc kinh doanh
a. Phn tch tnh hnh kinh doanh hin ti.
b. Trin khai cc chin lc pht trin.
Chin lc cp cng ty Bibica:
Tp trung vo ct li.
Chin lc tng trng.
Chin lc tng trng tp trung:
Chin lc thm nhp th trng: gia tng th phn cho cc sn phm
hoc dch v hin c bng marketing, qung co, truyn thng
Chin lc pht trin th trng: thm nhp vo cc th trng mi vi
cc sn phm, dch v ca doah nghip mnh.
Chin lc pht trin sn phm: pht trin, ci tin cc sn phm v
dch v hin ti trn cc th trng hin c ca mnh.
Chin lc pht trin hi nhp:
Hi nhp thun chiu: thm nhp v thu ht nhng trung gian phn phi
v tiu th sn phm ca doanh nghip (cc i l bn s v l).
Hi nhp ngc chiu: cch thm nhp v thu ht nhng nh cung cp
(ch ng ngun nguyn liu).
Hi nhp ngang: lin kt v thu ht cc i th cnh tranh nhm phn
chia th phn v kim sot th trng. Gm c: Hi nhp theo cng ngh hoc
hi nhp theo th trng.
Chin lc a dng ha:
a dng ha ng tm: t sn phm ban u doanh nghip pht trin
thm dy sn phm xung quanh.
a dng ha hng ngang: Doanh nghip s a ra sn phm mi ca
lnh vc hot ng mi. Nhng sn phm mi ny c th l c trn th trng
nhng trc y doanh nghip cha lm.
a dng ha kt hp: i mi v m rng hng lot nhng sn phm,
dch v mi hon ton khc bit vi sn phm, dch v hin c
Chin lc cp SBU:
Duy tr v dnh li th cnh tranh.
Xc nh cc lnh vc chc nng.
Nhm thc hin: 8
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628
58
EPS (VN)
3734
9.2
18.6
ROA (%)
8.6
ROE (%)
11.3
Hnh 2.1. Kt qu kinh doanh nm 2008-2009
800,000
700,000
600,000
VT: T ng
737,930
627,997
606,168
523,502 544,419
491,683
500,000
440,664
420,514
400,000
300,000
200,000
57,545
20,851
100,000
0
TTS
VCSH
DTT
Nm 2008
GVHB
Nm 2009
LNST
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Bnh D Nguyt
+
cc loi ko:
vi
+ Chocobella
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Gi
T 230000 n 400000 VN
T 21000 n 100000 VN
Cc loi bnh hp
T 20000 n 80000 VN
Cc loi ko
T 3000 n 40000 VN
Chocobella
T 15000 n 50000 VN
Bng 2.3. Bng bo gi ca Kinh .
T 100000 n 500000 VN
Cc loi bnh hp
T 15000 n 100000 VN
Cc loi ko
T 30000 n 60000 VN
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T 20000 n 60000 VN
Choco-pie
T 100000 n 300000 VN
Cc loi bnh hp
T 10000 n 70000 VN
Cc loi ko
T 3000 n 35000 VN
NBS
NSX
NBL
NBL
NTD
NTD
Cng ty c cc Nh my:
1). Nh my Bibica Bin Ha
C: KCN Bin Ha 1, Tp. Bin Ha,
ng Nai
2). Nh my Bibica H Ni
Ni
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I L
NamVitPlaza
C: Nh A52-TT17,
Khu th Vn Qun,
H ng, H Ni.
NBL
NBL
I L
I L
Bnh trung thu
C: C6 Kim Lin,
Qun ng a, H
Ni.
NBL
NBL
NBL
NBL
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Thi gian
Tn sut
Thng ip
VTV3
- 6h n 7 h
- 2 ln/ngy
- 20h n 20h45
- 31s/ln
- 12h n 12h30
- 1 ln/ngy
- 18h n 18h45
- 31s/ln
VTV1
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- Phn phi: H thng phn phi rng khp trn c nc, cc sn phm
n trc tip tay ngi tiu dng.
+ Xut khu sang nc ngoi
- C ng: Qung co trn cc phng tin thng tin. Thc hin cc
chng trnh khuyn mi, v cc dch v hu mi.
Nhc im
- Sn phm: S a dng v mu m, khi lng t.
- C ng: t qung co thng xuyn trn truyn hnh.
+ H thng bn hng trc tip cha c.
+ Chng trnh khuyn mi t.
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thnh ph HCM, th trng chnh ca Cng ty. Kinh cng ang tin hnh xy
dng h thng cc Bakery ti H Ni. Thng 9 nm 2001, nh my sn xut ti
Hng Yn ca Kinh bt u i vo sn xut,. phc v cho th trng min
Bc v Bc Trung B, Tuy nhin, gi bn sn phm ca cng ty Kinh mc
trung bnh n kh cao so vi cc sn phm ca cc cng ty khc trn th trng,
Hin nay, Kinh chim khong 10% th trng bnh ko trong nc.
Cng ty Bnh Ko Hi H sn xut cc sn phm c nm nhm
cookies, bnh quy, ko cng, ko mm v ko do nhng c th mnh ch yu
cc sn phm ko. Sn phm ca Hi H phc v cho th trng bnh dn vi
mc gi trung bnh thp. Vi hn 100 i l, Hi H thit lp c mt h
thng phn phi 34 tnh thnh trong c nc, tp trung ch yu cc khu vc
min Bc v min Trung. Ch trng ca Hi H l a dng ha sn phm c
bit l nhng sn phm mang hng v c trng ca hoa qu min Bc nh
ko chanh, mnng thi bo m n nh cht lng sn phm hin hnh,
V chin lc tip th ca Cng ty chim khong 6,5% th trng bnh ko
trong nc.
Cng ty Bnh Ko Hi Chu: cng tng t nh Hi H, th trng
chnh ca Hi Chu l cc tnh pha Bc, sn phm phc v cho th trng bnh
dn vi gi bn trung bnh v thp, Hi Chu ang chim khong 3% th trng
bnh ko.
Cng ty ng Qung Ngi: bt u tham gia vo th trng bnh ko
t nm 1994, n nay Cng ty c hn 60 sn phm bnh ko cc loi. Th
trng chnh ca cc sn phm bnh ko ca cng ty l khu vc min Trung,
Tuy nhin, do bnh ko ch l mt trong nhiu ngnh hng ca Cng ty ng
Qung Ngi, mc tp trung u t cho bnh ko khng ln. Th phn ca
Cng ty ng Qung Ngi vo khong 2,5 %.
Ngoi ra cn c Cng ty ng Lam Sn, X nghip bnh Lubico, Cng
ty Bnh ko Trng An
i th cnh tranh nc ngoi :
L cc n v c vn u t nc ngoi nh Cng ty Lin doanh
Vinabico-Kotobuki, Cng ty Lin doanh sn xut Ko perfetti cc doanh nghip
ny u c li th v cng ngh do mi c thnh lp khong bn nm tr li
y,
Trong Cng ty Lin doanh Vinaco-Kotobuki c thnh lp ngy
12/11/1992 vi vn ng k kinh doanh l 3.740.000 USD, tp trung vo sn xut
cc loi bnh cookies v bnh bch quy. Tuy nhin, do th trng chnh ca
Vinabico-Kotobuki l th trng xut nhp khu nn cng ty t u t, khng
qung co m rng th phn trong nc. Vinabico-Kotobuki ch chim
khong 1% th trng bnh ko trong nc.
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+ Chi ph nng lng tng
+ Mc nhim tng
3.2.2. Phn tch mi trng bn trong
3.2.2.1. Ngun nhn lc
Nm 2007
Nm 2008
Nm 2009
1.418
1.605
1.737
40,554 t
42,043 t
2.501.536
2.930.696
2.148.819
2.584.896
352.717
345.800
S ngi
T trng (%)
Trn i hc
0,14
i hc
195
15,70
Cao ng
92
6,80
327
28,00
Lao ng ph thng
945
61,35
1046
69,90
478
32,10
Theo trnh
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e da(T):
2. Yu cu ca khch hng v
3. Mc sng ngi dn khng ngng sn phm ngy cng cao.
nng cao.
3. Ngun nguyn vt liu khan
him.
4. Khoa hc k thut hin i.
4. Cnh tranh trn th trng
5. Lm pht lun mc n nh.
ngy cng gay gt hn.
6. Tim nng ca th trng ni a
5. Vit Nam gia nhp AFTA.
ln.
6. C nhiu sn phm thay th
im mnh(S):
im yu(W):
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Kt hp S-T:
Hi
nhp
Kt hp W-T:
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tranh, trnh tay ngh ca cng nhn cha cao. Qua , ci thin li thm
nhp su hn na th trng hin c.
- O1O3O6+W1W5: V kh nng cnh tranh cn thp, gi vn cn cao hn so
vi mt s i th khc nhng th trng ni a y tim nng.
- S1S4S5+T2T3: Hp tc c nh v lu di vi nh cung cp p ng c
ngun nguyn liu phc v cho sn xut, p ng yu cu ngy cng cao ca
khch hng.
- S1S2S5S7S8+T1T2T4T6: Thu ht khch hng ca i th gim p lc cnh
tranh.
- W2W3+T1T4T6 : Hp tc vi i th cnh tranh v mt cng ngh.
- W2W5 + T2 : Tng cng hot ng marketing nhm tng th phn trc
khi cc c s khc thay i cng ngh,
Qua nhng phn tch trn th trong thi gian n cng ty s s dng chin
lc thm nhp th trng cng vi pht trin sn phm tip tc nng cao uy
tn thng hiu Bibica.
3.4. Hon thin chin lc marketing
3.4.1. Sn phm
Hon thin sn phm gi nguyn mu m kiu dng, bao b nhng cho thm
sn phm a dng v khi lng.
Cho ra cc sn phm c khi lng nh nh: 10g, 15g, 20g. ng thi cng
a ra sn phm cp khi lng ln nh: 500g, 700g, 1000g.
Dy chuyn sn xut bnh chocopie t ti Cng ty Bibica min ng
cho ra i sn phm bnh bnh chocopie vi nhn hiu LottePie. Bibica u t
xy dng ti Cng ty Bibica min ng dy chuyn sn xut bnh Layer cake
(nhn hiu Hura).
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Hnh 2.9. Sn phm mi ca Bibica
Tp trung u t pht trin sn phm c doanh thu thp nng cao hiu
qu hot ng v kh nng cnh tranh ca cng ty.
Khng ngng pht trin sn phm mi, c o, c cht lng cao, gi
thnh tt v m bo v sinh an ton thc phm.
Thit k bao b sn phm mi, to ra nhiu mu m, a dng v chun
loi. Ngoi ra Bibica nn gi ti khch hng nhng sn phm ngt ngo, c o,
thm ngon v p ng nhu cu dinh dng cho nhng i tng khch hng.
Sn phm lm ra phi lun hng n nhu cu th hiu ngi tiu
dng.Tu vo la tui v s thch ca khch hng m a ra sn phm cho ph
hp. p ng ti a nhu cu khch hng. Hot ng vi chnh sch cht lng
Khch hng l trng tm trong mi hot ng ca chng ti
3.4.2. C ng
3.4.3.1. Qung co:
* a ra tng qung co mi:
- Mc tiu qung co: nhc nh mi ngi nh n bibica.
Ni dung qung co: Mt chng trai hn bn gi i n ti khng may c
vic t xut nn n tr. C gi ngi i mi khng thy u bc mnh nh
b v th thy chng trai n. C ngi im lng khng ni g. Chng trai bit li v
thay cho li xin li bng mt hp bnh vi nhng chic bnh Chocopie thm
ngon y ngha. C gi lng l mn ci nhn chng trai bng nh mt tru mn
thay cho li mun ni.
Bng 2.10. Bng hnh thc qung co nm 2010
Hnh thc
Thi im
Tn sut
Chi ph
VTV3
- 6h30 n 7h
- 3 ln/ngy
70 triu VN
- 11h n 12h
- 50s/ln
-20h n 20h45
VTV1
Thng ip
Cm tnh
50 triu VN
2 ln/tun
20 triu VN
- 6h n 7h
3 ln/ngy
30 triu VN
- 10h n 11h
60s/ln
Cm tnh
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- 20h n 21h
Website
- Vatgia.com
- bibica.com.vn
3.4.3.2. PR
T chc ti tr nhng tr chi hoc cc cuc thi c ngha, chng
hn:m mn ti nng tr, hnh trnh xuyn Vit, Chp cnh thng hiu hoc
cc tr chi gip ngi ngho xo n ngn hng vi tng s tin 100 triu VN.
Ti tr cho trung tm nui dng tr m ci Hoa Mai. a ch Phng Ha
Hi, Qun Ng Hnh Sn, TP. Nng n tt trung thu nm 2010 y tnh
thng vi s tin 20 triu VN.
Vo dp Noel cng ty s t chc chng trnh t thin Tri tim m p vi
s tin 50 triu ng cho qu thiu nhi ngho vt kh.
Tt t thin, Tt m p cng BiBiCa: Gia khng kh trn ngp sc xun
ngt ngo, nng m tnh yu v m sc Xun, cng vi nhiu n v, t chc
khc, cng ty c phn Bibica s ti tr cho nhiu hot ng x hi giu ngha
nhn vn v tung ra nhiu sn phm cao cp, c o trong dp Tt c truyn
nm 2011 thp la yu thng, nng m n tng gia nh ngi Vit
Nam. Tng s tin l 50 triu VN.
Bn cnh nhng hot ng x hi giu ngha, trong ma xun rn rng,
m cng ca nm Canh Dn 2010, v l tnh nhn Valentine, Bibica cn tri n
khch hng bng nhng sn phm ngt ngo, c o c tung ra ti 45000 h
thng i l phn phi v 200 siu th ln nh trn ton quc.
3.4.3.3. Khuyn mi:
T chc cc hot ng khuyn mi c bit vo cc ngy l, tt nh:
Gim 10% cho cc i l, bn s, bn l khi mua sn phm ca Bibica vi s
lng ln. T 01/07/2010 n 31/8/2010
Mua sn phm bnh Lottepie v Layer cake s c tng km nhng ti
xch T ngy 01/06/2010 n 30/06/2010.
Khi mua bnh ko Bibica vi s tin t 200.000VN tr ln bn s nhn
c mt th co may mn t 25/05/2010 n ngy 16/08/2010.
Trin hai chung trnh bn hng qua mng, khch hng c th vo website
www.bibica.com.vn mua cc sn phm bnh ko ca Bibica. Khch t hng
t 100.000 ng tr ln s c chit khu 5%; c hng dch v gi qu,
giao hng min ph nu t hng 10 gi qu tr gi 150.000 ng tr ln.
3.4.3.4. Bn hng trc tip:
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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 Bibica 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 Bibica 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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PH LC
n c hon thnh nh s phi hp ca cc thnh vin trong nhm.
Nhim v ca tng thnh vin nh sau:
Nhim v
Tn thnh vin
Phn I
Mc
thc hin
Nguyn Th Thu Th
Phng Th Hin
Li m u
100%
Kt lun
2.1. Gii thiu chung v cng 100%
ty Bibica
2.4.2. Chin lc v gi.
Phng Th Hin
Phn II
Nguyn Th Thu Th
100%
100%
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tiu
100%
Nguyn Th Thu Th
100%
III
100%
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