TRNG I HC TIN GIANG KHOA KINH T - X HI -------- --------

TIU LUN MN HC PHNG PHP NGHIN CU KHOA HC TI: TN HIP PHT VI CHIN LC NH V SN PHM DR.THANH

Ngi thc hin: Chung Th Kim Ph M s sinh vin: 009102176 Lp: i Hc K Ton 09C Ngi hng dn: ThS. Ng Vn Vng

M Tho 5/2011

TRNG I HC TIN GIANG KHOA KINH T - X HI -------- --------

TIU LUN MN HC PHNG PHP NGHIN CU KHOA HC TI: TN HIP PHT VI CHIN LC NH V SN PHM DR.THANH

Ngi thc hin: Chung Th Kim Ph M s sinh vin: 009102176 Lp: i Hc K Ton 09C Ngi hng dn: ThS. Ng Vn Vng

M Tho 5/2011

MC LC -------- -------PHN M U 1. L do chn ti ........................................................................................... 2. Mc tiu nghin cu ...................................................................................... 3. i tng nghin cu .................................................................................... 4. Phm vi nghin cu ....................................................................................... 5. Phng php nghin cu ............................................................................... 6. Hng ng gp ti .................................................................................. 7. Cu trc ti ............................................................................................... PHN NI DUNG CHNG 1: C S L LUN 1 1.1 Marketing mix. .................................................................................. 1 1.1.1 Khi nim: .................................................................................. 1 1.1.2 Cc thnh phn ca Marketing mix: .......................................... 2 1.2 Sn phm theo quan im marketing. ............................................... 2 1.2.1 Sn phm:................................................................................... 2 1.2.2 Nhn hiu, thng hiu: ............................................................ 3 1.2.3 Bao b, s ng gi v mu sc ca thng hiu: ..................... 4 1.3 Phn khc th trng, la chn th trng mc tiu, nh v trong th trng. ..................................................................................................... 4 1.3.1 Phn khc th trng: ............................................................ 4 1.3.2 La chn th trng mc tiu: ............................................... 5 1.3.3 nh v trong th trng ......................................................... 6 1.4 Chin lc nh gi: .......................................................................... 8 1.4.1 Khi nim v gi: ................................................................... 8 1.4.2 Tin trnh xc nh gi bn cho mt sn phm mi: ............. 9 1.5 Chin lc xc tin. .......................................................................... 9 1.5.1 Cc khi nim: ....................................................................... 9 1.5.2 Qung co ............................................................................ 11 1.5.3 Khuyn mi:......................................................................... 12 1.5.4 Tuyn truyn v quan h cng chng: ................................. 13 CHNG 2: TP ON TN HIP PHT vi CHIN LC NH V SN PHM DR.THANH 13 2.1 Tp on Tn Hip pht (THP Group). .......................................... 13 2.1.1 Lch s hnh thnh v pht trin: ......................................... 13 2.1.2 Lch s pht trin sn phm: ................................................ 15 2.1.3 Nhng thnh tch t c: ................................................. 16 2.2 Thc trng v cc chin lc i vi sn phm dr.Thanh. ............. 17 2.2.1 S ra i ca dr.Thanh: ....................................................... 17 2.2.1.1Tin phong v mt loi tr tho mc ti Vit Nam: ........ 17 2.2.1.2Vi nt v tr tho mc dr.Thanh: ................................... 18 2.2.2 Chin lc nh v sn phm dr.Thanh. .............................. 18 2.2.3 Tn gi, bao b, s ng gi, mu sc ca dr.Thanh. .......... 21

2.2.4 Chin lc xc tin sn phm dr.Thanh: ............................. 22 2.2.4.1Chin lc qung co sn phm: ..................................... 22 2.2.4.2Tuyn truyn v quan h cng chng: ............................. 24 CHNG 3: GII PHP PHT TRIN SN PHM DR.THANH 25 3.1 Phn tch SWOT i vi tr tho mc dr.Thanh. ........................... 25 3.1.1 khi nim chung. .................................................................... 25 3.1.2 Vn dng phn tch SWOT i vi tr tho mc Dr.Thanh .. 26 3.1.2.1 Cc im mnh (Strengths): ........................................... 26 3.1.2.2 Cc im yu (Weakness):............................................. 27 3.1.2.3 Cc c hi (Opportunities): ............................................ 27 3.1.2.4 e da, thch thc (Threats): ......................................... 27 3.2 Nhng kin ca ngi tiu dng xung quanh sn phm dr.Thanh28 3.2.1 Phn bng cu hi. : ............................................................. 28 3.2.2 Bo co, phn tch s liu, nh gi kt qu thm d: ....... 28 3.3 Nhng kin ngh, xut. ............................................................... 30 PHN KT LUN TI LIU THAM KHO

PHN M U -------- -------1. L do chn ti: Cch y khong 10 nm, khi m gii tr th gii vn cn sng bi nc ngt v thc n nhanh. Loi nc ung c gas v thc n nhanh xut hin mi ni, mi lc v tr thnh biu tng cho li sng hin i, gp gp. Tuy nhin, ngy nay, gii tr th gii c nhiu la chn hn vi cc thc phm xanh v thc ung lm t thin nhin. V dng nh h cng dn nhn ra li ch ca vic sng chm li, tn hng cuc sng trn vn hn vi nhng sn phm t nhin hn. Cuc sng ngy cng pht trin, bn cnh nhng tin ch m s tin b ca khoa hc k thut mang n cho con ngi, nhng h ly t mt tri ca s pht trin cng gy ra nh hng khng t n i sng, sc khe; m mt trong nhng vn l ni nhit, hay cn gi l nng trong ngi. Chnh v vy m gii tr c nhiu la chn hn vi cc thc phm xanh v thc ung lm t thin nhin. Trong cuc sng bn b lo toan vt v hm nay, tht kh khng nh rng: Ti khng b nng trong ngi! Th nhng khng ai ngy no cng i bt mch, bc thuc, n bc s ngh mt n thuc ngi thanh mt c! y chnh l l do m cc nh khoa hc v nh sn xut cng ngh n vic trnh lng mt loi nc gii kht c chc nng thanh nhit an ton, tin dng vi sc khe ngi Vit vi nhng thnh phn thun Vit. Hiu c iu , gn y tp on Tn Hip Pht tung ra th trng mt loi tr vi kh nng thanh lc c th. l tr tho mc Dr.Thanh, y l sn phm u tin v duy nht thi im p ng c cc yu t: gii kht, thanh lc c th, c lm t cc loi tho mc qu. Sn phm nh du s thnh cng vt tri nht ca Tn Hip Pht trn th trng. C mt trn th trng Vit Nam cha lu nhng tr tho mc Dr Thanh c coi l thc ung hng ngy thanh nhit, gii nng cho c th. S xut hin ca dr.Thanh dng nh to cn st trn th trng nc gii kht. Vi nhng chin lc m Tn Hip Pht s dng nh v sn phm ca mnh th ch trong mt thi gian ngn, dr.Thanh - mt loi nc gii kht c tc dng thanh lc c th ang lm ma, lm gi trn th trng, tng bc i vo tm tr ngi tiu dng. 2. Mc tiu nghin cu: Tn Hip Pht s dng chin lc nh v no? H gii thiu vi cng chng sn phm ca mnh ra sao? Chin lc xc tin ca h c g c bit m lm nn mt Dr.Thanh c bc u thnh cng nh vy?

Bi tiu lun ny c thc hin vi mc ch nghin cu cc chin lc ca dr.Thanh, v xut nhng kin ring ca mnh lm sao Dr.Thanh c th tha mn hn cho nhu cu ca ngi tiu dng. 3. i tng nghin cu v phm vi nghin cu: i tng nghin cu: Tn Hip Pht v chin lc nh v sn phm Dr. Thanh. Phm vi nghin cu: Cc vn khi thc hin chin lc nh v sn phm Dr.Thanh. 4. Phng php nghin cu: ti s dng phng php phn tch, thng k kt hp vi tng hp, so snh. Ngoi ra cn s dng cc hnh v v bng biu lm v d minh ha so snh, phn tch v chng minh cc kin nu ra.

Chng 1: C S L LUN

1.1 Marketing mix.

1.1.1 Khi nim: Marketing mix( hn hp hay phi thc marketing) l mt trong nhng khi nim ch yu ca marketing hin i, l tp hp bn bin s chnh (sn phm, gi c, phn phi, xc tin. Bn yu t ny tc ng tng h, quyt nh v yu t ny s nh hng n hot ng ca ba yu t cn li. 4P trong Marketing mix: Sn Phm (P1) Cht lng Hnh dng c im Nhn hiu Bao b Kch c Dch v Marketing mix Gi c (P2) Cc mc gi Gim gi Chit khu Thanh ton Tn dng

Phn phi (P3) Loi cn Trung gian Phn loi Sp xp D tr Vn chuyn

Xc tin (P4) Qung co Khuyn mi Quan h cng chng Bn hng c nhn Merketing trc tip

Th trng mc tiu

Hnh 1 1

1.1.2 Cc thnh phn ca Marketing mix: Cc cng c marketing gm c: sn phm (Product), gi c (Price), Phn phi (Place), v xc tin (Promotion) v thng c gi l 4P. Sn phm (Product): L thnh phn c bn nht trong Marketing mix. c th l sn phm hu hnh ca cng ty a ra th trng, bao gm cht lng sn phm, hnh dng thit k, c tnh, bao b v nhn hiu. Sn phm cng bao gm khi cnh v hnh nh cc hnh thc dch v giao hng, sa cha, hun luyn Gi (Price): L thnh phn khng km phn quan trng trong Marketing mix bao gm gi bn s, bn l, chit khu, gim gi, tn dng. Ga phi tng ng vi gi tr nhn c cu khch hng v c kh nng cnh tranh. Phn phi(Place): l nhng hot ng lm cho sn phm c th tip cn vi khch hng mc tiu. Cng ty phi hiu r, tuyn chn v lin kt nhng nh trung gian cung cp sn phm n th trng mc tiu mt cch c hiu qu. Xc tin (Promotion): Gm nhiu hot ng thng t v thc y sn phm n th trng mc tiu. Cng ty phi thit lp nhng chng trnh nh qung co, khuyn mi, quan h cng chng, marketing trc tip. Cng chng cng phi tuyn m, hun luyn v ng vin i ng bn hng.

1.2 Sn phm theo quan im marketing.

1.2.1 Sn phm: Sn phm l bt c th g c th a vo mt th trng t c s ch , s chp nhn, s dng hoc tiu th, c kh nng tha mn c mt c mun hay mt nhu cu. Nh vy, sn phm c th tn ti di dng vt cht hay phi vt cht, bao gm hng ha, dch v, con ngi, ni chn, t chc, hot ng hay s ha hn tha mn nhu cu ca th trng ti mt thi im c th. Mt sn phm c cu thnh bn mc , l sn phm ct li, sn phm c th, sn phm v sn phm tim nng. Mun xc nh chin lc cho mt sn phm th trc ht cn phi hiu sn phm thuc loi g, v mi loi sn phm khc nhau i hi mt chin lc khc nhau. Ty theo tiu thc m ta phn loi sn phm: Theo mc ch s dng ca ngi mua hng: hng tiu dng v hng t liu sn xut. Theo thi gian s dng: hng bn v hng khng bn. Theo c im cu to: sn phm hu hnh v dch v. Theo tnh cht phc tp ca cc loi sn phm: hng n gin v hng phc tp. 2

Theo kiu mua c cc loi hng ha: hng tin dng, hng mua c suy ngh, hng c bit. Mi sn phm c th m t theo nhng c tnh khc nhau: c tnh k thut, l ha. c tnh s dng . c tnh tm l. c tnh kt hp. 1.2.2 Nhn hiu, thng hiu: Nhn hiu: Nhn hiu hng ha l nhng du hiu dng phn bit hng ha, dch v cng loi ca cc c s sn xut, kinh doanh khc nhau. Nhn hiu hng ha c th l t ng, hnh nh hoc s kt hp cc yu t c th hin bng mt hay nhiu mu sc. Nhn hiu cho php ghi nh d dng kt qu ca qu trnh la chn trc y, nh gip ngi tiu th c th tm li c nhanh chng cc nhn hiu m h cho l thch hp. i vi ngi tiu th, mt nhn hiu quen thuc l s m bo cho mt cht lng tt. Khi ngi tiu dng la chn mt nhn hiu no tc l khng nh nt c o, nhn cch cha h. Nh sn xut khi thit k nhn hiu cho sn phm ca mnh c th la chn mt nhn hiu duy nht cho tt c cc sn phm, hoc phn bit ha cc nhn hiu cho tng dng sn phm, hoc phn ha cc nhn hiu cho tt c cc sn phm, hoc kt hp thng hiu ca doanh nghip vi tn ring ca tng sn phm. Sau khi chn nhn hiu doanh nghip cn phi xy dng thng hiu. Thng hiu: Thng hiu l tn, thut ng, k hiu, biu tng hay kiu dng, hay mt s kt hp cc phn t nhm nhn din cc hng ha hay dch v ca mt ngi bn hay mt nhm ngi bn v phn bit chng vi cc hng ha v dch v ca cc i th cnh tranh. Ngi bn c m bo c quyn s dng thng hiu mt cch vnh vin. Thng hiu ch yu l mt s ha hn ca ngi bn bo m cung cp cho ngi mua n nh mt b c trng v c im, cc li ch, v cc dch v. Cc thng hiu tt bao gi cng km theo vic m bo v phm cht ca n, nhng thng hiu cn l mt biu tng phc tp hn th. Mt thng hiu trc ht gi ln ngh ca ngi th mt s thuc tnh no . Khch hng khng mua cc thuc tnh ca thng hiu m l mua ci ch li ca thng hiu. Thng hiu cng ni ln iu g v cc gi tr ca nh sn xut, th hin tng trng cho mt nn vn ho no . Thng hiu cng c th phc ha mt c tnh nht nh. Thng hiu cn gi loi ngi tiu th hay s dng sn phm. 3

Tt c nhng iu va cp trn y cho thy thng hiu l mt biu tng phc tp. Nu mt cng ty ch xem thng hiu nh mt ci tn, tc cng ty khng nhn thy ton b ngha ca vic gn thng hiu. Mt thch thc trong vic gn thng hiu l lm cho thng hiu c ngha su sc hn. Khi cng chng c th hnh dung c tt c ngha ca thng hiu, chng ta gi n l thng hiu su sc, nu ko th, n l thng hiu nng cn, hi ht. Ngi lm marketing cn phi quyt nh xem cn cht li din mo ca thng hiu mc no. Ch qung b, khch trng cc thuc tnh ca thng hiu thi, l mt sao lm. Cc ngha lu bn nht ca thng hiu l gi tr, vn ha, nhn cch ca n. Chng xc nh bn cht ca thng hiu. Biu tng ca thng hiu (logo) phi ni ln c tnh, c im v ngha vn ha c th ca thng hiu . Ngoi ra, logo phi p, gn gi hay phi c s khc bit r rt so vi mt rng logo khc th mi to nn thin cm ni ngi tiu dng. 1.2.3 Bao b, s ng gi v mu sc ca thng hiu: ng gi l vic t sn phm vo trong bao b. S ng gi v vic la chn bao b cng l mt quyt nh quan trng ca chin lc sn phm. C ng gi v bao b u c cc chc nng nh bo v sn phm, to thun li cho vic chuyn ch, to thun li cho vic bn hng, to s thch ng ca sn phm i vi nhu cu ca ngi tiu th, to thun li cho vic tiu dng, d dng bo qun hng ha Bao b l nguyn liu ti quan trng trong qui trnh thit k mt thng hiu mnh. Mt sn phm d tt cch my cng khng c nh gi cao nu khng tin li v mu m thit k khng thch hp. Mt khi kch thc, kiu dng c tnh bao b t tiu chun th mu sc s ng vai tr then cht trong quyt nh mua hng ca ngi tiu dng. Mu sc y khng ch n thun l p hay xu m l c hp v mt tm l ca khch hng hay khng. Thc vy, khch hng thng hay lin tng mt cch v thc mu no i vi sn phm no, cht lng no i bn trong bao b . Mi gam mu i din cho mt cm xc, mt thng ip khc nhau.

1.3 Phn khc th trng, la chn th trng mc tiu, nh v

trong th trng. 1.3.1 Phn khc th trng: Phn khc th trng l mt hot ng xc nh nhng c im chung ca mt nhm i tng khch hng trong th trng tng th. Nhng c im ny c th c nhn bit theo thu nhp, tui tc, mi quan tm c nhn, vn ha chng tc, cc nhu cu c bit Mc ch ca vic phn khc l chia th trng tng th thnh nhng th trng nh hn vi nhng khch hng c chung nhu cu. Vic nhn bit cc phn 4

khc th trng ny gip cng ty to ra sn phm v p ng nhu cu ca khch hng c th v tp trung cc ngun lc marketing mt cch hiu qu hn. Khng phi mi phn khc c th xc nh u c lin quan n vic tp trung ngun lc ca bn. Ngoi s lin quan, cn c tnh hiu qu. Philip Kotler xut rng mt phn khc th trng hiu qu v hu ch cho t chc phi c mt s c im hu ch sau y: C th nh gi c: quy m, cc c im chnh, sc mua v th hiu ca phn khc th trng ny. ln: phn khc quan tm phi ln mang li li nhun cho cng ty. C th tip cn: chng c l do g phn khc th trng, nu khng c mt cch thit thc no tip cn c cc i tng khch hng trong phn khc . C th phn bit: cc phn khc th trng phi phn ng mt cch khc nhau vi nhng chng trnh marketing khc nhau. C th hnh ng: phi c mt cch thc thit thc v hiu qu v mt chi ph thu ht v phc v khch hng trong phn khc . Vic phn khc to iu kin cho vic iu chnh sn phm v dch v theo nhng nhu cu c th ca nhm khch hng. y l mt vic hin nhin, nhng cn lu rng vic tp trung vo cc phn khc nh hp tt yu s lm gii hn i tng khch hng m sn phm hay dch v ca cng ty ang hng ti. 1.3.2 La chn th trng mc tiu: Th trng mc tiu l th trng bao gm cc khch hng c cng nhu cu hay mong mun m doanh nghip quyt nh p ng. Mt khi hiu r thnh phn dn c, hnh vi v tim nng sinh li ca cc phn khc th trng khc nhau, phi nhm n nhng phn khc th trng i din cho tim nng ln nht. Nhng c s nhm n phn khc th trng mc tiu l g?. C nhiu c s xem xt v la chn. S lng v tng tim tng chi tiu ca khch hng trong phn khc Do phi u t ng k vo hot ng marketing v bn hng, nn phn khc th trng ny cn phi c nhng c nhn kh nng chi tiu xng ng vi nhng n lc m doanh nghip b ra. Tt nht l nhng ngi trong phn khc s l nhng ngi tch cc s dng bt c sn phm hay dch v no m doanh nghip cung cp. L tng hn na l s khch hng tim nng trong phn khc th trng ngy cng tng. Kh nng v chi ph tip cn khch hng trong phn khc Mt phn khc th trng d khng hp dn nu kh tip cn hoc nu chi ph tip cn vt qu kh nng cho php. Sc mnh cnh tranh hin ti trong phn khc ny Nhng cng ty tham gia th trng mun thng cm thy rng cc phn khc th trng vi tim nng li nhun ln nht lun c cc i 5

th cnh tranh nhm n v mt s nh cung cp c tuyn phng th v cng vng chc nn rt kh xm nhp. Mc tha mn ca khch hng vi sn phm hay dch v hin ti ca i th cnh tranh C hi s n khi khch hng d trong mt phn khc th trng vi nhiu sn phm, dch v a dng vn cm thy khng hi lng v ch i mt ci g mi m v khc bit. Nhng nu mc tha mn ca khch hng cao th nn xem xt li, v mc tiu chnh l tm mt phn khc th trng c kh nng tip cn cao. Mc tng trng d bo Phn khc th trng c c d bo tng trng theo quy m hay sc mua khng, hay l mt phn khc tr tr? Kh nng sinh li tim tng y l im mu cht trong vic nhm n phn khc th trng. Doanh nghip phi c tnh tim nng li nhun v chi ph khi nhm n mt phn khc c th, cng nh phng hng tm nng li nhun c th xy ra trong tng lai. Nhng ro cn khi tham gia vo phn khc Nhng ro cn tham gia vo mt phn khc c th i vi doanh nghip l g?. Nu nhng ro cn ny t, kh nng ngn chn v gii hn s cm chim phn khc ca nhng i th cnh tranh l rt thp, do kh nng sinh li ca doanh nghip b nh hng. 1.3.3 nh v trong th trng Sau khi hon tt nhim v lin quan n vic phn khc th trng v nhm n cc phn khc th trng, phi tin hnh trin khai mt k hoch cho sn phm hay dng sn phm ca cng ty. Nh ni, mt k hoch marketing cn gn vi tng yu t trong 4P, l ct li ca vic hoch nh cc chi tit chin thut ca chin lc nh v. Mt trong nhng mc ch ca k hoch marketing l nhm nh v sn phm hay dch v trong tm hch hng tim nng. Do , mt cng ty chim c v tr cht lng cao bit rng mnh phi sn xut cc sn phm cht lng, tnh gi cao, phn phi sn phm thng qua cc i l cao cp v qung co trn cc tp ch cht lng cao. nh v l mt n lc qun l cch thc khch hng tim nng nhn thc v mt sn phm hay dch v. Mc tiu ca vic nh v l nhn mnh mt vi c im lm cho sn phm hay dch v ni bt trong tm tr khch hng. Chuyn gia marketing c th thnh cng khi nh v sn phm ca mnh qua nhng cu slogan khc su trong tm tr khch hng. Vic nh v sn phm hay dch v ca cng ty nn bt ngun t kt qu ca nhng bng nghin cu th trng v s cn nhc k lng. Cng ty cn phi thc hin nghim tc hai hot ng ny, v vic nh v li v cng tn km v gy nhiu nhm ln trong tm tr khch hng. Khi quyt nh mt chin lc nh v, nn a mi ngun lc cn thit vo 6

k hoch marketing vi mc tiu khc su v cng c khi nim v sn phm hay dch v vo tm tr khch hng. Nu mt sn phm ca cng ty tng t nh mt sn phm khc vn tn ti trong tm tr khch hng bng mt hnh nh m nt th vic tm mi cch nh v sn phm ca mnh thng dn n tht bi. Tuy nhin, vic nh v c th tng trng cho quan im ring ca ngi lm qung co hay tip th v hnh vi mua sm ca khch hng. Chng ta bit bt c cng ty hay thng hiu no cng u c th to ra cc c im khc bit. Thay v ngh rng mnh ang bn mt mn hng, cng ty phi thy c nhim v ca mnh l chuyn i mt sn phm khng khc bit thnh mt sn phm khc bit so vi cc sn phm ca i th. Khng phi mi khc bit u to nn c im khc bit. Mi s khc bit u c tim n gy ra chi ph cho cng ty cng nh to ra li ch cho khch hng. Ch nn to ra cc c im khc bit khi n tha mn cc tiu chun sau: Quan trng: im khc bit phi em li li ch c gi tr cao cho mt s ng ngi mua sm. c im: im khc bit khng ai khc to ra hay c cng ty to ra mt cch c bit. Tt hn, cao cp: im khc bit l cch tt hn, cao hn so vi cc cch khc t c cng li ch. D truyn t: im khc bit d truyn t v d thy i vi cc ngi mua sm. Hp ti tin: ngi mua c th c s tin tr cho im khc bit . C li: cng ty s tm thy vic to im khc bit s a n mc li cho cng ty. Trong thc t, nhiu cng ty sng to cc im khc bit nhng li khng tha mn c mt hay nhiu tiu chun trong cc im nu trn. Chnh v vy, cc im khc bit ca nhiu cng ty tht bi. Cng ty phi trnh bn sai lm ch yu sau y trong vic nh v: nh v thp: mt s cng ty khm ph ra rng ngi mua sm ch c mt tng m h v thng hiu. Ngi mua khng ngh n tnh cht c bit no ca thng hiu. nh v cao: cc ngi mua sm c th c mt hnh nh qu hp v thng hiu. nh v m h, ln ln: cc ngi mua sm c th c mt hnh nh khng r rng v thng hiu do cng ty a ra qu nhiu khng nh, hay thay i vic nh v thng hiu qu thng xuyn. nh v ng nghi ng: cc ngi mua sm c th kh tin tng v cc iu khng nh ca thng hiu theo kha cnh tnh nng, gi c hay nh sn xut ca sn phm. Ngi lm marketing c th theo cc chin lc sau: 7

 nh v theo thuc tnh: c ngha l nh v thng hiu da trn thuc tnh, tnh cht sn phm ca cng ty nh v theo li ch: tc xc nh v tr ca thng hiu, sn phm da theo li ch m n mang li cho ngi s dng. nh v theo vic s dng, ng dng. nh v theo ngi s dng. nh v theo i th cnh tranh. nh v theo chng loi sn phm. nh v so snh vi cc loi sn phm khc. Tm li, nh v l hnh vi thit k sn phm v hnh nh cng ty lm sao th trng mc tiu hiu c v nh gi iu g cng ty i din so vi cc i th cnh tranh. Vic nh v ca cng ty phi cn c trn hiu bit v th trng mc tiu, nh ngha gi tr nh th no v la chn trong s cc ngi cho bn. Cng tc nh v gm ba bc: Cng ty phi nhn din c cc iu khc bit v sn phm, dch v, nhn s v hnh nh c th to ta c phn bit vi i th cnh tranh. Cng ty phi p dng tiu chun chn la cc im khc bit quan trng nht. Cng ty phi bo hiu c hiu qu cho th trng mc tiu v im khc bit ca mnh nh th no so vi i th cnh tranh ca mnh. Chin lc nh v sn phm ca cng ty s cho php cng ty thc hin bc tip theo, nht l lp cc chin lc marketing cnh tranh ca mnh.

1.4 Chin lc nh gi:

1.4.1 Khi nim v gi: Gi l s lng n v tin t cn thit m khch hng phi b ra c c mt sn phm vi mt cht lng nht nh, vo mt thi im nht nh, mt ni nht nh. Gi l mt yu t c bn, l mt trong bn bin s quan trng ca Marketing mix mang li thu nhp trong khi tt c nhng bin s khc ch sinh ra u t v chi ph. Bin s gi cng gy ra nhng phn ng tc th hn nhng bin s khc ca Marketing mix i vi ngi tiu dng cng nh i vi ngi cnh tranh. Gi c nh hng ln n doanh s v do nh hng n li nhun ca doanh nghip. Mc d trn th trng hin nay, cnh tranh v gi nhng v tr hng u cho cnh tranh v cht lng v dch v hu mi, nhng gi vn c mt vai tr rt quan trng i vi cng vic kinh doanh.

1.4.2 Tin trnh xc nh gi bn cho mt sn phm mi: La chn mc tiu ca gi: y l giai on quan trng nht. Mc tiu c th l tn ti, ti a ha li nhun, ti a ha doanh thu, thu hi vn nhanh hay dn u v cht lng sn phm. Xc nh s cu ca sn phm: c th l tnh c trng ca sn phm, hay vic khch hng khng ch n cht lng ca cc sn phm thay th, chi tiu khi mua sn phm ny thp hn thu nhp ca khch hng, sn phm c cht lng, uy tn cao v mang tnh c quyn D tnh chi ph: chi ph c nh, chi ph bin i, tng chi ph, im ha vn. Phn tch sn phm, chi ph v gi c ca i th cnh tranh. La chn phng php nh gi: doanh nghip c th da vo m hnh 3C nh gi, tc l phi xem xt ti cac phng php nh gi sau: nh gi da vo ph tn, nh gi da vo gi tr cm nhn ca ngi mua, nh gi da vo cnh tranh. La chn mc gi cui cng: xem xt mt s yu t khc trc khi quyt nh gi nh kh nng chp nhn gi ca khch hng (ch n yu t gi tm l), so snh gi vi mc tiu chnh sch gi ca doanh nghip, phn ng ca nhng nh phn phi v i th.

1.5 Chin lc xc tin.

1.5.1 Cc khi nim: Xc tin l nhng n lc ca doanh nghip thng tin, thuyt phc, nhc nh v khuyn khch khch hng mua sn phm, cng nh hiu r v doanh nghip. Nh xc tin m doanh nghip c th bn ra nhiu hn v nhanh hn. Hot ng xc tin, nhn t th t trong Marketing mix gip cho doanh nghip truyn thng trc tip vi khch hng, th hin qua nhn hiu, bao b, gian hang trng by, bo ch, truyn hnh Hn hp xc tin l mt hn hp truyn thng marketing m cc cng ty thng thc hin n khch hng, cc gii trung gian v nhng gii cng chng khc. Hot ng xc tin hn hp trong marketing l s kt hp tng hp cc hot ng sau: - Qung co - Khuyn mi - Cho hng hay bn hng c nhn - Tuyn truyn v quan h cng chng. Tan b cc hot ng xc tin trn phi c phi hp t tc dng truyn thng ti a ti ngi tiu dng. Hiu nng ca cc cng c xc tin thay i ty theo th trng. Trong th trng hng tiu dng, qung co c xem l cng c quan trng nht. Trong th trng hng cng nghip, v tr quan trng nht thuc v cho hng v bn hng c nhn. Cc hot ng xc tin hn hp

chu nh hng mnh m ca vic cng ty chn chin lc y hay chin lc ko tiu th sn phm ca mnh. Chin lc y i hi cng ty qung co, khuyn mi tt i vi gii bun bn y sn phm i qua cc trung gian phn phi. Nh sn xut qung co sn phm mt cch nng ng n cc nh bn s, cc nh bn s qung co nng ng n cc nh bn l, cc nh bn l qung co nng ng n ngi tiu dng y hng ha n vi h. Chin lc ko i hi chi ph chiu th nhiu v hot ng chiu th nng ng i vi ngi tiu dng to nn nhu cu tiu th. Nu c hiu qu, ngi tiu dng s hi mua sn phm cc nh bn l, cc nh bn l s hi mua cc nh bn s, cc nh bn s s hi mua cc nh sn xut.

A. Chin lc y Hnh 2

B. Chin lc ko

Cn xc nh c u l khn thnh gi mc tiu. Khn thnh gi c th l nhng khch mua tim tng ca sn phm ca cng ty, nhng ngi ang s dng sn phm, nhng ngi quyt nh mua hoc c nh hng n quyt nh mua. Khn thnh gi mc tiu c nh hng quan trng n cc quyt nh truyn thng ca cng ty. l cc quyt nh: - Ni ci g? - Ni nh th no? - Ni khi no? - Ni u? - Ni vi ai?

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Sau khi xc nh khn thnh gi mc tiu, Cng ty phi xc nh xem s c nhng p ng no. D nhin p ng ti hu l vic mua hng. Nhng hnh vi mua l kt qu ca mt tin trnh di thuc quyt nh mua hng ca ngi tiu th. Nh marketing cn phi bit khn gi mc tiu ang ng u v cn a h n trng thi no? Khn thnh gi mc tiu c th ang bt k mt trong su trng thi sn sng ca ngi mua. l Bit Hiu Thch Chung Tin v Mua. Su trng thi trn c rt gn li thnh ba giai on sau: - Nhn thc (bit, hiu) - Cm th (thch, chung, tin) - Hnh vi (mua) Khch hng phi tri qua 3 giai on trn i n vic mua. Cn xc nh xem ngi tiu dng ang giai on no v trin khai mt chin dch truyn thng hu hiu a h n giai on tip theo. 1.5.2 Qung co Qung co l mt trong nhng cng c quan trng nht ca hot ng chiu th, l vic s dng cc phng tin thng tin truyn t tin tc v cht lng hay u im ca sn phm n khch hng. Qung co chuyn cc thng tin c sc thuyt phc n cc khch hng mc tiu ca cng ty. Cng tc qung co i hi s sng to rt nhiu. l mt ngh thut: Ngh thut qung co. Qung co l mt phng tin h tr c lc cho cnh tranh. Mc ch ca qung co l thu ht s ch ca khch hng, thuyt phc h v nhng li ch, s hp dn ca sn phm nhm thay i hoc cng c thi v lng tin tng ca ngi tiu th v sn phm ca cng ty, tng lng ham mun mua hng ca h v i n hnh ng mua hng. Nhng quyt nh ch yu trong hot ng qung co bao gm: Quyt nh v mc tiu qung co: Mc tiu qung co phi xut pht t cc mc tiu trong kinh doanh ca Cng ty v cc mc tiu marketing. V d: mc tiu doanh s, li nhun, th phn, nng cao uy tn ca cng ty, ca sn phmCc mc tiu qung co thng c phn loi thnh mc tiu thng tin mc tiu thuyt phc hay mc tiu nhc nh. Quyt nh v ngn sch qung co: Sau khi xc nh cc mc tiu qung co ri, doanh nghip c th quyt nh ngn sch qung co cho mi sn phm nhm han thnh mc tiu bn hng. C 4 phng php xc nh ngn sch: - Phng php ty kh nng: Nhiu cng ty xc nh ngn sch qung co c ty theo kh nng cng ty c th chi c. Phng php ny b qua nh hng ca qung co i vi khi lng tiu th, n dn n ngn sch qung co hng nm khng n nh. - Phng php tnh theo phn trm ca doanh s, v d, 5% hay 10% ca doanh s nm ti. u tin ca phng php ny l chi ph qung co 11

gn lin vi kt qu hot ng kinh doanh (vi doanh s, li nhun) v m bo s n nh cnh tranh. - Phng php cn bng cnh tranh. Mt s cng ty xc nh ngn sch qung co ca h ngang bng vi mc chi ca cc hng cnh tranh cng c. Tuy nhin, do uy tn, ti lc, c may v mc tiu ca tng cng ty khc nhau rt xa nn chc chn kt qu chiu th s khc nhau. - Phng php mc tiu v cng vic: phng php ny i hi nh marketing lp ngn sch bng cch: xc nh mc tiu ca doanh nghip, xc nh nhng cng vic, chng trnh cn thc hin t mc tiu (qung co trn bo, radio, TV), c tnh chi ph han thnh cng vic. Quyt nh v li rao qung co: thng gm 3 bc: to ra li rao, nh gi v tuyn chn li rao, thc hin li rao. Vic to li rao i hi gii quyt 3 vn : Ni ci g (ni dung li rao: gi dn s hp l, nhng gi dn to cm xc, nhng gi dn o c), ni th no cho hp l (cu trc li rao) v ni th no cho c hiu qu (hnh thc thc hin li rao) Thc hin li rao nn nh th no?. Kt qu ca li rao qung co khng nhng ch ty thuc vo nhng g c ni m cn ty thuc vo cch thc dc ni nh th no?. Cn c mt vn phong, mt ng iu v mt s trnh by hp l thc hin li rao. Nu li rao c truyn trn ti vi ngi trnh by phi ch y s biu l ca nt mt, c ch, trang phc t th v kiu tc. C th dng ln mt khung cnh, mt kiu dng hay mt hnh nh mang tnh ngh thut vi sc p, tnh yu, thin nhin, s trong sng. Quyt nh v phng tin qung co: ty theo khch hng mc tiu v loi sn phm kinh doanh m cng ty c th chn phng tin qung co cho ph hp: bo ch, Radio, Tivi, phim nh qung co, qung co bng th gi qua bu in, qung co bng Pano, p phch... 1.5.3 Khuyn mi: Khuyn mi bao gm rt nhiu cng c c ng nhm kch thch th trng p ng nhanh v mnh hn i vi sn phm v dch v ca cng ty. Hu ht cc t chc kinh doanh u s dng cc cng c khuyn mi. C nhiu yu t bn trong cng nh bn ngai cng ty gp phn lm cho hot ng khuyn mi tng ln d di. Bn trong Cng ty, s nhn thc vai tr quan trng ca khuyn mi mi cp qun tr c khng nh. Bn ngai Cng ty do cnh tranh, do lm pht, do suy thoi kinh t, lm cho vic bn hng tr nn kh khn, mt khc do chi ph qung co cao, phi chen chc nhau trong cc phng tin truyn thng lm cho ngi ta s dng khuyn mi cng nhiu hn. Cc quyt nh ch yu trong khuyn mi bao gm: Quyt nh v mc tiu khuyn mi: Mc tiu khuyn mi rt ra t mc tiu marketing c bn i vi mi sn phm. Nhng mc tiu ring ca khuyn mi s thay i ty theo loi 12

th trng. Vi ngi tiu dng: Mc tiu l thc y h tiu dng mua nhiu hn, khuyn khch dng th, thu ht khch hng mi. Cn vi cc trung gian marketing: dn d h bn nhng mt hng mi, tn kho nhiu hn, c gng tm kim nhng khch tiu th mi, kch thch bn hng trong ma vng khch. Quyt nh chn cng c khuyn mi:C nhiu cng c khuyn mi khc nhau nhm t nhng mc tiu khuyn mi khc nhau ty theo th trng, sn phm v iu kin cnh tranh. Chng hn nh: hng mu, qu hng, gi hng chung Quyt nh trin khai chng trnh khuyn mi: Nh marketing cn phi a ra nhng quyt nh nh qui m khch l, iu kin tham gia, thi hn c ng trin khai chng trnh khuyn mi. Cc cng c khuyn mi nn c th nghim trc nu c th c, xc nh xem chng c ph hp vi mc tiu, quy khuyn mi khng. Cc cng ty da vo cc k hoch, chng trnh khuyn mi lp ch o thc hin sut c thi gian khi bt u thc thi n lc kt thc chng trnh. 1.5.4 Tuyn truyn v quan h cng chng: Tuyn truyn l mt cng c tuy cha c xem trng ng mc trong hot ng marketing nhng i khi li c tc dng mnh, t hiu qu cao nht li tn km t hn qung co. Tuyn truyn l mt phn ca khi nim ln hn, l nhng quan h qun chng. Quan h vi cng chng ca cng ty c nhiu mc ch, k c vic tuyn truyn tt lm n ng n quan tm n s pht trin ca a phng: ti tr cho cc phong tro vn ngh, th thao, cp hc bng cho sinh vin cc trng i hc, xy nh tnh ngha, nhn nui dng cc b m anh hng sut i.v..v. tuyn truyn cho cng ty ngi ta c th mi cc nh chnh tr li lc, cc nh ngh thut ni ting n thm cng ty mnh. Cng c th t chc nhng ba tic ln, mi phng vin bo ch, i pht thanh, i truyn hnh v cc quan chc n d nhn ngnh thnh lp cng ty, ngy n nhn hun chng lao ng CHNG 2: TP ON TN HIP PHT VI CHIN LC NH V SN PHM DR.THANH

2.2 Tp on Tn Hip pht (THP Group).

2.1.1 Lch s hnh thnh v pht trin: Cng ty TNHH TM-DV Tn Hip Pht c thnh lp t nm 1994 vi n v tin thn l Nh my bia v nc gii kht Bn Thnh, c chc nng sn xut, kinh doanh sn xut ru, bia, nc gii kht, do Tin S Trn Qu Thanh lm tng gim c.

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Cng ty TNHH TM-DV Tn Hip Pht l thnh vin ca hip hi Ru Bia v Nc Gii Kht Vit Nam. Tri qua 15 nm, vi nhng n lc xy dng v pht trin khng ngng, n nay tp on THP to dng c mt c ngi vi y tin nghi cng thit b dy chuyn sn xut hin i vo bc nht ng Nam , cho ra cc sn phm cht lng cao vi cc thng hiu : Number 1, Bia Laser, Bia Bn Thnh v Bia Gold Bn Thnh, Tr Xanh Khng , tr tho mc Dr. Thanh khng nh c v tr ca mnh trn th trng Bia, Nc gii kht v nhn c s tn nhim, yu thch ca ngi tiu dng. V c s h tng: din tch xy dng: vn phng (6.037m2), nh my (77.511m2), kho (45.552m2) vi cc trang thit b phc v sn xut v kim sot h thng qun l mi trng. Tr s chnh ta lc ti huyn Thun an, tnh Bnh Dng, c quy m nh my sn xut rng hn 110.000m2. vi cc thit b, dy chuyn cng ngh nghin cu v sn xut hin i. Hin THP Group c khong 3.000 nhn vin, trong c chng 1.000 c nhn i hc, thc s v tin s trn 10 ngi, s dng nhiu chuyn gia nc ngoi n t M, chu u, c, Singapore, Philippine, Thi Lan, Malaysia, n , Trung Quc T khi thnh lp n nay, vi 15 nm hot ng kinh doanh, sn xut, phc v cc tng lp ngi tiu dng, cng ty TNHH TM-DV Tn Hip Pht c khch hng tin cy v nh gi cao cht lng sn phm v phong cch phc v. Cng ty l n v t lin tc trn 10 nm lin (t 1999-2008) danh hiu Hng Vit Nam Cht Lng Cao do ngi tiu dng bnh chn, do bo Si Gn Tip Th t chc. u nm 2007, Cng ty TNHH TM-DV Tn Hip Pht chnh thc c Cc S hu tr tu cp giy chng nhn s 78822 cng nhn v bo h i vi thng hiu mang tn cng ty cho tt c cc loi hng ha v dch v mang tn ca cng ty ti Vit Nam (quyt nh s 1105/QSHTT cp ngy 24.1.2007). Cng ty TNHH TM-DV Tn Hip Pht tch cc s dng h thng s hu tr tu trong tt c cc hot ng sn xut kinh doanh v coi h thng s hu tr tu nh mt phn thit yu trong vic nghin cu pht trin sn xut v cc chin lc pht trin th trng ca mnh.Cng ty cng quan tm tng cng nhn thc cho cc thnh vin trong doanh nghip v li ch ca s hu tr tu v c s phi hp gia cc phng ban trong cng ty s dng h thng ny mt cch tch cc trong cc hot ng sn xut kinh doanh ca cng ty. Hin ti cng ty c hn 29 mt hng c Cc An ton v sinh thc phm B Y t cp giy php sn xut v lu thng trn ton lnh th Vit Nam. C tt c 37 nhn hiu hng ha do Cng ty TNHH TM-DV Tn Hip Pht sn xut c bo h s hu tr tu. Cng ty TNHH TM-DV Tn Hip Pht l doanh nghip c thnh tch cao v kinh doanh, sn xut trong nhng nm qua. 14

Cng ty TNHH TM-DV Tn Hip Pht trong nhng nm qua c nhiu n lc c gng trong u t xy dng, ci to, nng cp c s sn xut, mua sm trang thit b mi hin i phc v sn xut v nng cao cht lng sn phm, c nhiu t chc, c quan nh nc tng bng khen, giy khen, k nim chng v cht lng sn phm v dch v chm sc khch hng. Cng ty TNHH TM-DV Tn Hip Pht ch trng u t cho nghin cu ch to sn phm mi, nng cao cht lng sn phm, i mi mu m, kiu dng cng nghip, ngoi cc sn phm mi tin tin v hin i. Ngoi ra, mt trong nhng chng trnh hnh ng truyn thng ca Tn Hip Pht trong 15 nm qua l gn b vi cc hot ng th thao, Tn Hip Pht l n v ng hnh vi nhiu chng trnh, hot ng th dc th thao trn c nc nh cp bng v ch quc gia V-League, cp xe p truyn hnh HTV, cp bng quc t Number 1 Vi mc tiu tr thnh cng ty Vit Nam sn xut bia v nc gii kht hng u ti th trng Vit Nam cng nh vn ln tr thnh nh sn xut bia v nc gii kht hng u ti Chu , vi nh hng pht trin Hm nay phi hn hm qua nhng khng bng ngy mai, Ban lnh o Cng ty Tn Hip Pht cng ton th nhn vin cng ty lm vic khng ngng v n lc vt bc t mc tiu ra. 2.1.2 Lch s pht trin sn phm: Nm 1994, Tp on THP tung ra th trng 3 sn phm mi l Bia chai - Bia Hi Bn Thnh v bia ti Flash, khi u cho s pht trin quy m th trng ngy cng ln. Bia Bn Thnh lun t danh hiu "HngVit Nam cht lng cao" lin tc t nm 1998 n nay. Nm 2001, cng vi chin lc tip th c o bng cc chin dch qung co " Number 1 sp c mt ti Vit Nam" Tp on THP lm c iu k diu cha tng c cho sn phm ny l t k lc "Sn phm ng vo hng Top 5" trn ton Vit Nam ch trong vng 3 thng sau khi c mt trn th trng. Nm 2002, nhm a dng ha sn phm mi v p ng th hiu ngi tiu dng ngy cng cao ca ng o khch hng, Tp on THP a ra th trng cng di nhn hiu ni ting Number 1, cc loi nc gii kht c gaz vi nhng hng v c o ring nh Number 1 Cola, Cam v Cream Soda. Thng 12/2003 ln u tin, ngi tiu dng Vit Nam bit n sn phm "Bia Ti" c ng chai l bia Laser. Sn phm bia Laser c sn xut bi dy chuyn cng ngh hin i bc nht ng Nam , v l sn phm bia ti ng chai u tin ti Vit Nam, m ra mt trang s mi cho ngnh Bia Vit Nam. Thng 10/2004, sn phm sa u nnh di thng hiu Number 1 tip ni ra i v mt ln na, sa u nnh Number 1 khng nh l mt loi sa c thng hiu hng u ti Vit Nam vi s n nhn nng nhit ca khch hng. 15

Thng 10/2005, sau mt thi gian nghin cu, Tp on THP tung ra th trng mt sn phm mang tn bia Gold Bn Thnh, c sn xut t 100% la mch trn dy chuyn SX v ng chai hin i, gn lin vi nhng hnh nh gn gi ca ngi tiu dng nh s may mn, s thnh cng, s chia s trong cuc sng i thng. Gold Bn Thnh vi nhng thng ip "Mng cho kh th" "Ra cho honh trng" "Khao cho xng ng" i u trong vic khai thc xu hng cm xc mi ca ngi tiu dng trong phn khc th trng y tim nng ny. Vo khong u nm 2006, tp on THP tung ra th trng tr xanh khng . Loi thc ung gii kht ny c ng chai PET, tin li cho ngi s dng. Nh u t khn ngoan kt hp tt c cc yu t ca marketing mix khuch trng tr xanh khng . V mt sn phm: sn phm tr xanh gn gi vi ngi tiu dng Vit Nam, nhng c o v c ng chai trong nhng iu kin sn xut c bit gi li cc cht b dng, c li cho c th. Chai PET ng tr xanh chu c nhit cao v phi chit rt khi cn nng. Ngay thi im ban u, THP u t ring cho mnh dy chuyn sn xut chai PET ny. Khng cng c u t kh k cng t vic chon la tn thng thng hiu, logo, kiu dng bao b, mu xanh l cy to cm gic gn kt vi thin nhin cho n vic s dung number One lm thng hiu bo tr. S thnh cng ca tr xanh khng c th k gii mt phn li th ngi tin phong (first mover), gn vi mt sn phm truyn thng. Gn y nht, vo trc ma Tt Nguyn n nm nay, THP tung ra th trng tr tho mc Dr.Thanh vi mc tiu: chinh phc ngi tiu dng v tr mt thc ung gii kht duy nht c kh nng gii nhit v thanh lc c th. 2.1.3 Nhng thnh tch t c: Thng 05/2000 : "Huy chng vng c o" dnh cho gian hng tip th c o ca Bia Bn Thnh do Hi ng xt thng ca Trung tm thng tin B Thng mi t chc bnh chn. Thng 1/2001 : Gii vng cht lng v sinh an ton thc phm dnh cho Bia Bn Thnh do Cc Qun l Cht lng V sinh An ton Thc phm t chc. Thng 1/2002: Nc ung tng lc Number 1 l mt trong 3 sn phm nc gii kht cht lng cao hng u ti Vit Nam do Bo Si Gn Tip Th bnh chn. Thng 02/2002 Bia Bn Thnh vinh d c bu chn Cp vng thng hiu VN hi nhp quc t ti Trin lm Thng mi Quc t Si Gn EXPO 2002. Thng 04/2005: Number 1 c bnh chn "Top ten thng hiu Vit, thng hiu uy tn cht lng hng u" do Hi S hu Cng nghip Vit Nam t chc.

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Thng 03/2005: Bng khen ca Ch Tch UBND Tnh Bnh Dng trao tng Cng ty Tn Hip Pht thnh tch thc hin tt An ton v sinh lao ng, Phng chng chy n v phong tro xanh sch p nm 2004. Thng 10/2005 Cty Tn Hip Pht vinh d n nhn bng khen ca Th Tng chnh ph trao tng bi nhng thnh tch ng gp cho s nghip pht trin phong tro th dc th thao. 1998-2005: Cc sn phm ca tp on THP t danh hiu "Hng Vit Nam cht lng cao" lin tc 8 nm lin do Ngi tiu dng bnh chn. Chng nhn: Thng 3 nm 2000, Tp on THP l n v u tin trong ngnh Bia & Nc gii kht t chng ch H thng qun l cht lng ISO 90012000. Thng 10 nm 2006, Tp on THP vinh d n nhn hai chng nhn tch hp ISO v HACCP y trong lnh vc thc phm bao gm: - H thng qun l cht lng theo tiu chun ISO 9001:2000. - H thng qun l mi trng ISO 14001:2004 v H thng qun l v sinh an ton thc phm theo tiu chun HACCP. Hai chng nhn trn do t chc chuyn ngnh uy tn quc t Det Norske Veritas gim st v chng nhn. Cc tiu chun ny th hin kh nng sn xut v cung cp sn phm c cht lng v sinh an ton thc phm cao nht cho ngi s dng.

2.2 Thc trng v cc chin lc i vi sn phm dr.Thanh.

2.2.1 S ra i ca dr.Thanh: 2.2.1.1 Tin phong v mt loi tr tho mc ti Vit Nam: Cch y khong 10 nm, khi m gii tr th gii vn cn sng bi nc ngt v thc n nhanh; Loi nc ung c gas ny v thc n nhanh xut hin mi ni, mi lc v tr thnh biu tng cho li sng hin i, gp gp. Tuy nhin, ngy nay, gii tr th gii c nhiu la chn hn vi cc thc phm xanh v thc ung lm t thin nhin. Dng nh h cng dn nhn ra li ch ca vic sng chm li, tn hng cuc sng trn vn hn vi nhng sn phm t nhin hn. Chnh v vy m vo khong u nm 2006, tp on THP tung ra th trng tr xanh khng , sn phm tr xanh gn gi vi ngi tiu dng Vit Nam, c li cho c th. Trong nhng thc ung lm t thin nhin, phi nhc n tr tho mc. Ung tr tho mc t lu l mt phn ca vn ha ng, c bit l Trung Hoa. Vn ha ung tr y ang nh hng ngy cng nhiu n gii tr ton th gii. Xut pht t Trung Hoa v lan dn ra ton cu, tr tho mc ng chai ang dn khng nh v tr ti thng ca mt loi nc gii kht t nhin, c li ch cho sc khe. Thc t, trn mi bn n ca tng nh, tng ngi ti Trung Hoa i lc v cng ng cc dn tc 17

Hoa trn khp th gii, nc ngt v cc loi nc ung cng nghip gn nh b thay th bi tr tho mc ng chai. Khng dng li , cc nc phng Ty khc, loi tr ny cng ang l la chn ca i b phn nhng ngi c xu hng tm v thin nhin. Cuc sng ngy cng pht trin, bn cnh nhng tin ch m s tin b ca khoa hc k thut mang n cho con ngi, nhng h ly t mt tri ca s pht trin cng gy ra nh hng khng t n i sng, sc khe; m mt trong nhng vn l ni nhit, hay cn gi l nng trong ngi. Xu hng ung tr tho mc ang lan rng hn bao gi ht v nay xut hin ti Vit Nam, vi i din tin phong l Tr tho mc Dr.Thanh. Vo trc ma Tt Nguyn n nm nay, THP tung ra th trng tr tho mc Dr.Thanh vi mc tiu: chinh phc ngi tiu dng v tr mt thc ung gii kht duy nht c kh nng gii nhit v thanh lc c th. 2.1.1.2 Vi nt v tr tho mc dr.Thanh: T kht vng v mt thng hiu Vit t ng cp quc t, THP tm cho mnh mt con ng c bit chinh phc th hiu ca hn 80 triu dn ti vng kh hu nhit i ny. Nu Number One l mt sn phm nc tng lc hin i, Tr Xanh Khng gn vi mt sn phm truyn thng th tr tho mc Dr. Thanh t mc tiu: chinh phc ngi tiu dng v tr mt thc ung gii kht duy nht c kh nng gii nhit v thanh lc c th vi 9 loi tho mc cung nh: Kim ngn hoa, La hn qu, Hoa cc, H kh tho, Cam tho, n hoa, Hoa mc min, Bung lai, Thin tho. 9 loi tho mc qu ny, a s c th trng c Vit Nam. Vit Nam, thin nhin rt u i, vic THP phi tm thi nhp mt s tho dc l do trong nc trc nay cha c nhu cu. Hin c 6/9 loi dc liu p ng ti ch, 3 loi cn phi nhp t Trung Quc, Hn Quc. Xut hin cha lu, nhng tr tho mc Dr.Thanh c xem nh mt thc ung to nn cn st trn th trng nc gii kht Vit Nam. Vy ti sao, mt thng hiu mi, l, li c ngay c ch ng trong lng ngi tiu dng?. Chng ta tip tc nghin cu v nhng chin lc m THP s dng cho a con dr.Thanh ca mnh. 2.2.2 Chin lc nh v sn phm dr.Thanh. THP nh gi th trng tr tho mc hin y tim nng nn tm cch ph sng hnh nh ca tr tho mc Dr.Thanh nhm kch hot v nhn bit sn phm mt cch rng ri trong cng ng. Khng ch tp trung cho s hin din hnh nh sn phm v thng hiu gy hiu ng mnh, m cn phi ch ti s th nghim nhiu hn cho khch hng, em ti cho khch hng nhng tri nghim, nhng n tng th v v ngha. Trn thc t, c 4 yu t dr.Thanh c bit v c nh: l cht lng, s khc bit, hiu qu marketing v h thng t chc phn 18

phi. Cht lng phi i cng vi kht vng sng to v c kht vng chinh phc th gii. Tp trung v khc bit l chin lc m THP s dng xy dng thng hiu ca mnh i vi cc sn phm trc y cng nh i vi tr tho mc Dr.Thanh. Tp trung l khi lm vic vi tt c s ch , quan tm vo cc vn mang tnh cht quan trng c th mang n tc ng ln nht hoc li ch ln nht. iu ny cng tng t nh qui lut 20:80, ngha l cc nh lnh o marketing phi bit ci g l u tin quan trng c th t mc tiu. Nh lnh o marketing s nhn ra rng h khng th lm c tt c mi th cho khch hng v ngi tiu dng. V th, phi chn ra ci g quan trng nht m tp trung. Khi tung sn phm tr tho mc Dr.Thanh , THP c rt nhiu xut v tng v vic thc hin cc hot ng kch hot v nhn bit nhn hiu. Tuy nhin, THP quyt nh ch chn nhng chng trnh thit yu c th gy hiu ng mnh, tp trung vo cc chng trnh ln xy dng c s hin din hnh nh sn phm v thng hiu cng nh to s th nghim cho khch hng nhiu hn . V d nh tp trung vo chng trnh xy dng thng hiu ti Khu Du Lch i Nam Vn Hin tnh Bnh Dng nhm ti a ha s hin din v dng th sn phm ca Tr Tho Mc Dr. Thanh. Cc lnh vc quan trng phi tp trung, l ngi tiu dng , khch hng, truyn thng, s sn c ca sn phm, cht lng sn phm, v iu cui cng nhng khng phi l km quan trng l trin khai. V ngi tiu dng: ngi tiu dng l Thng trong hot ng kinh doanh, thnh cng hay tht bi th cui cng ngi quyt nh vn l ngi tiu dng. THP pht hin ra cc nhu cu tim n ca ngi tiu dng m c th thng mi ha nhu cu ny. l khi mc sng ca ngi dn ngy mt c nng cao, khi m chnh s pht trin nh hng khng t n vn sc khe th nhng thc ung t thin nhin rt c a chung. Khi gi nhu cu ca ngi tiu dng ri ngay lp tc p ng bng mt sn phm cha tng c trn th trng Vit Nam l cch m Dr.Thanh xut hin. Sn phm ny thc s lm cho th trng Tt "nng" ln trng thy bng mt chin dch di bom qung co. Dr.Thanh vi vic gii quyt vn v ni nhit lm tha mn nhu cu ca ngi dng. V Khch hng : Khch hng l i tc cc k quan trng bi v h tr hng ha bn. S khng c cc hot ng marketing thnh cng nu nh khng xem xt n tc ng ca cc hot ng trn khch hng. Cc nhn hng cu THP phi cnh tranh rt gay gt vi cc cng ty Vit Nam v c cc cng ty nc ngoi. Ti cng ty Tn Hip Pht, c mt b phn tp trung ton din vo vic chm sc khch hng, i x vi tt c cc khch hng ca nh cc i tc kinh doanh tht s. V Truyn thng : Bi v THP tin rng ch bn cc sn phm cao cp, cht lng tuyt ho nn phi truyn thng cho mi ngi bit v hnh nh v cc li ch ca nhn hiu. iu ny cc k quan trng, do 19

THP u t khng t vo truyn thng. Mc gia trng chi ph qung co ca THP rt ng k. Vi tr tho mc Dr. Thanh, truyn thng ng mt vai tr c bit trong vic kch thch qu trnh a sn phm n tay ngi tiu dng. Nh mnh dn u t vo knh ny, tr tho mc Dr. Thanh lm dy ln s t m, s quan tm, th v ca d lun, gp phn lm nn thnh cng ca mt thng hiu ngay t ngy u ra mt, nhanh chng c th trng chp nhn, chinh phc c khch hng c nc. V vic trin khai thc hin : C nhiu tng rt hay, c nhng k hoch rt tuyt vi nhng li tht bi ch v trin khai qu t. Nhng i vi sn phm tr tho mc Dr.Thanh, THP c mt i ng c t chc bi bn, nhanh chng a hng ra th trng trong mt thi gian ngn. Chng ti c chin lc sng to to du n thng hiu. THP Group tp trung xy dng thng hiu cho nhng nhn hng thay v vic nh bng tn tui thng hiu m trc. Chin lc ny khin khch hng bit ti nhng ci tn bia Bn Thnh, Number One, Tr Xanh Khng trc y v nay l tr tho mc Dr.Thanh. Khi cc thng hiu sn phm thnh cng, THP Group tin hnh m rng thng hiu tr thnh dng sn phm. Chin lc ny da trn kh nng sng to, pht huy sc mnh ca thng hiu, gip khai thc ti a tim nng cc phn khc th trng, to nn thnh cng. Vic tung sn phm din ra trc ma Tt Nguyn n gip THP c th ti a ha mc nh hng n ngi tiu dng v th trng c nc. Mc tiu, vai tr, nhim v v chc nng c thit lp c th m bo mi ngi lm vic ng b. H cho rng nu chm tr d ch mt ngy tung sn phm tr tho mc Dr.Thanh, h s khng th no gt hi c kt qu tt nh ngy hm nay. Khc bit ha l ci s lm cho khc bit hn so vi cc i th cnh tranh. l l do v sao vic to s khc bit so vi i th cnh tranh l v cng quan trng. Ngy nay c qu nhiu i th cnh tranh ang cng ni v mt ch . Do rt cn thit phi lm cho mnh tht s khc bit v ni bt. S khc bit i vi nhn hng tr tho mc Dr.Thanh c to ra mt cch tht ngha i vi ngi tiu dng. Li ch ca vic thanh lc v gii nhit kt hp vi vic khc bit ha sn phm t 9 loi tho mc cung nh chng t rng y l mt tng cc k mnh m v khc bit tc ng vo ngi tiu dng. Rt nhiu sn phm ca THP ang l sn phm tin phong trn th trng Vit Nam: Tr Xanh ung lin, Tr Barley, Nc Tng Lc Number One v gn y nht l tr tho mc dr.Thanh, mt trong nhng sng kin sn phm mi m THP a ra th trng. THP u t khng nh vo vic pht trin nhiu hn na cc sn phm mi v tht s khc bit. V truyn thng: nhn vo s khc bit trong tng sn phm. THP xy dng c l do mua v l do tin tht mnh m. i vi iu ny, THP i rt st vi ngi tiu dng. Quan trng hn, h bin 20

khi nim sn phm thnh mt k hoch qung co v truyn thng tuyt vi. Tr tho mc dr.Thanh nh mt v d cho khi nim sn phm c o c trin khai bng qung co v truyn thng c o. n nay, thm ch tr con cng bit n tr tho mc dr.Thanh v tm kim sn phm ti cc ca hng mua. Tm li, tp trung v khc bit l nguyn tc cn thit dnh c chin thng trn th trng, v THP cng p dng nguyn tc ny xy dng thng hiu cho cc sn phm ca mnh. 2.2.3 Tn gi, bao b, s ng gi, mu sc ca dr.Thanh. Tn gi: Quyt nh la chn tn gi Dr.Thanh cho mt sn phm mi ra l, tn gi y khin nhiu ngi t m, quan tm, thm ch c nhng cch l gii rt khc nhau, k c hiu lm? Kht vng v mt thng hiu Vit ng cp quc t lun tn ti trong tm huyt ca mt b phn doanh nhn, trong c THP. H hon ton cm thy t tin khi Dr.Thanh hm t trong ch thanh (thanh nhit, thanh lc) l bn cht c trng ca loi tr tho mc m THP a ra th trng. Nhiu ngi t cu hi v vic n trng vi tn vi v tng gim c tp on ny, phi chng l s trng hp ngu nhin v tr tho mc Dr.Thanh l mt thng hiu c lp?. Vic trng tn nh vy khin THP phi cng chng minh c s bt t ca n, trnh ri ro. V s sng cht ca chnh ngi mang tn ny c th s ko theo s sng cht ca chnh thng hiu . Quan trng l lm g thi hn c vo tn gi sn phm, khng n ch n thun nh mt logo, mt k hiu d c, d thuc, d nh cho ngi ta nhn dng m phi tm mi cch nng n ln thnh mt thng hiu hn hoi, mt thng hiu thc s c sc sng, c gi tr. THP chn ci tn dr.Thanh cng v ci tn ny tc ng phn no vo tm l ngi tiu dng. Vi bnh nng trong ngi, h s tm n dr.Thanh nh mt liu thuc gip h khi bnh m bc s chnh l v tng gim c Trn Qu Thanh vi hnh c in trn bao b. THP chun b cho vic tr tho mc dr.Thanh i xa hn na, c th dn chng bng ngay tn gi dr.Thanh. Vi tn gi ny, d hi nhp rt nhiu so vi vic ly tn v tng gim c l Qu Thanh t cho sn phm tr tho mc ny. Bao b, s ng gi v mu sc ca dr.Thanh: S ng gi v vic la chn bao b cng l mt quyt nh quan trng ca chin lc sn phm. Bao b l nguyn liu ti quan trng trong qui trnh thit k mt thng hiu mnh. Mt sn phm d tt cch my cng khng c nh gi cao nu khng tin li v mu m thit k khng thch hp. THP to c s khc bit v bao b sn phm. Ti THP c th lm nn s khc bit tht s trong lnh vc ny. H c th cho 21

ra i nhng bao b sn phm thch hp cho th trng v ngi tiu dng. Dr.Thanh vi s k tha trong khu thit k bao b, chai nha PET, dy chuyn sn xut v knh phn phi t cc sn phm khc ca THP m in hnh l tr xanh khng . Loi thc ung c ng chai PET, tin li cho ngi s dng, c ng chai trong nhng iu kin sn xut c bit gi li cc cht b dng, c li cho c th. Mt khi kch thc, kiu dng c tnh bao b t tiu chun th mu sc s ng vai tr then cht trong quyt nh mua hng ca ngi tiu dng. Mi gam mu i din cho mt cm xc, mt thng ip khc nhau. C nm gam mu chnh m cc cng ty hay s dng: , xanh dng, xanh l cy, vng v cam Mu xanh dng th i din cho nim tin, s tin cy, an ton trong khi mu xanh l cy li cho cm gic pht trin, dinh dng, v khe khon. Mu vng th khc hn, thng c lin tng n s lc quan, sng to cng nh nh nng chi chang ca mt tri. Mu cam, mu ca s vui v, ci m v trn y sinh lc. V i vi dr.Thanh, THP chn mu cho sn phm ca mnh, l mu gy ch nht v tng trng cho s chin thng, quyn lc nhng trn y nng lng. Nh thng thng, nhng sn phm v thanh nhit hay gii kht thng c bao b mu xanh to cm gic ti mt sng khoi. Vy m bao b ca tr dr.Thanh li mang mt mu , mu gy cm gic nng nc, khc hn vi kh nng gii nhit ca n. Nhng chnh iu to nn s khc bit ca sn phm. 2.2.4 Chin lc xc tin sn phm dr.Thanh: 2.2.1.2 Chin lc qung co sn phm: Trong khi nn kinh t ang suy gim trm trng, nhiu doanh nghip chn cch tit gim chi ph, trong c chi ph qung co h gi thnh, nhng tp on THP lm ngc li, u t kh ln cho vic sn xut v qung b sn phm mi l tr tho mc dr.Thanh. Nm ngoi, Tn Hip Pht nm trong s 5 cng ty qung co mnh nht ti Vit Nam v h tip tc tng chi ph qung co ca mnh trong nm 2009. Cuc i mt thng hiu s ko di bao nhiu lu li ty thuc vo phng cch sng ca chnh thng hiu . Mt thng hiu s d dng b khai t nu khng to cho mnh sc sng, sng to v i mi tng ngy. B quyt c o tr tho mc dr.Thanh l sn phm thc ung gii kht nhng c li cho sc khe. Li ch ca vic gii nhit v thanh lc c th t 9 loi tho mc l mt tng cc k mnh m v c o tc ng vo tm l khin ngi tiu dng chp nhn. Tuy nhin, u t cao vo vic qung b thng hiu sn phm cng ng ngha vi vic phi i mt vi tht bi nng n. ng trc thch thc mo him , THP Group nghin cu k lng cho ra cc hnh thc qung co n tng. Vi tr tho mc Dr.Thanh, truyn thng ng mt vai tr c 22

bit trong vic kch thch qu trnh a sn phm n tay ngi tiu dng. Truyn thng nh l bi quan trng bc nht, mt b mt tay ca tr tho mc Dr.Thanh t khi sn phm ny tung ra th trng ti khi n tr thnh mt thng hiu. Vi vic gii thiu sp c mt ti Vit Nam v sau cc on phim qung co dnh cho sn phm tr tho mc dr.Thanh vi nhn vt chnh l dr. Thanh - Tng gim c ca tp on THP Group ph sng lin tip trn truyn hnh, cc bi vit trn nhiu t bo uy tn nng cao ting vang v khng nh uy tn ca thng hiu mi ny. THP nh gi th trng tr tho mc hin y tim nng nn tm cch ph sng hnh nh ca tr tho mc Dr.Thanh nhm kch hot v nhn bit sn phm mt cch rng ri trong cng ng. Khng ch tp trung cho s hin din hnh nh sn phm v thng hiu gy hiu ng mnh, m h cn ch ti s th nghim nhiu hn cho khch hng, em ti cho khch hng nhng tri nghim, nhng n tng th v v ngha. S xut hin ca sn phm tr tho mc dr.Thanh lm dy ln s t m, s quan tm, th v ca d lun. V th, thnh cng ca tr tho mc dr.Thanh chnh l s kt hp ca nhiu gii php. Ngay vic chn thi im trc Tt Nguyn n K Su tung sn phm tr Dr.Thanh cng l mt cch tnh ton khn ngoan v hp l, bi v cng vi khng kh tt l tm l lo s nng trong ngi ca ngi tiu dng, l thi gian c mc nh hng n ngi tiu dng v th trng. Vic qu hiu tm l khch hng chng t THP c mt s u t k cng v c chiu su. Chnh iu to lng tin mnh m trong lng ngi tiu dng v lm cho h tin ti s tiu dng sn phm. Kt qu l ch sau 3 thng tung ra th trng, tr tho mc dr.Thanh c ng o ngi tiu dng n nhn, sn phm c s tham gia ca 300 nh phn phi, hn 2.000 nhn vin v 1.000 xe ti tham gia chuyn ch. T sn lng 300.000 chai/ngy n nay tp on nng sn lng ln 600.000 chai/ngy nhng cng ch p ng c 25% nhu cu s dng. THP quyt nh ch chn nhng chng trnh thit yu c th gy hiu ng mnh, tp trung vo cc chng trnh ln xy dng c s hin din hnh nh sn phm v thng hiu cng nh to s th nghim cho khch hng nhiu hn nh tp trung vo chng trnh xy dng thng hiu ti Khu Du Lch i Nam Vn Hin tnh Bnh Dng nhm ti a ha s hin din v dng th sn phm ca tr tho mc Dr. Thanh. V qu thc, nhiu ngi cng phi chong vi mt xut hin dy c cu Dr.Thanh trn tt c cc phng tin truyn thng i chng cng nh cc bu hi tho, hi ngh, cc hot ng gii tr, cc vt phm trng by ti ca hng; Khng ch TP. H Ch Minh m ngay c cc tnh thnh i qua trong thi gian ny nh Bnh Dng, Vng Tu, Cn Th, Hu Giang, An Giang Mt s tht r rng l, dr.Thanh vi tc truyn thng, ph ca cc knh phn phi, cng nh doanh thu bn hng v vn ang gia tng vi tc chng mt (trong vng 1 thng sau khi tung sn phm c 23

ph trn 60%). V qu thc, nu nh gi dr.Thanh l mt thnh cng tip theo ca tp on THP th cng khng c nhiu bn ci. THP u t ngay t u vi 2 tn tui ln l: LBC v O&M, mt s la chn k cng v c chn lc nhm m bo vic a dr.Thanh vo tm tr ngi tiu dng. THP a ra c gi tr ct li ca sn phm v ht sc r rng vi ngi tiu dng: Nng trong ngi, ung tr Dr.Thanh. THP cng khng b l phng tin qung co ngoi tri qung b sn phm ca mnh. Ta c th d dng bt gp hnh nh dr.Thanh vi nhng tm pano, p phch, bng hiu Bng nhng hng i ph hp nh trn vi mt quyt tm u t cao cho nhn hiu mi, nn ci tn dr.Thanh n thi im ny tuy l sn phm sinh sau, mun nhng nhanh chng chim c th trng vi tng trng v nhn bit kh cao. V gi th ngay c tr con cng thuc lng slogan: Thanh lc c th, khng lo b nng v bi ht: n nng tht xo, nng trong ngi, ung ru bia nhiu. Nng trong ngi, chi khuya tic tng thu m. ca qung co dr.Thanh Tuy nhin, THP cng bt gp mt s vn ng lo ngi. Chi ph cho k hoch qung b s, c th thy chi ph ny xut pht mt phn t nguyn nhn v thi gian: cng on u nghin cu chin lc pht trin ca sn phm kh ngn (tt c ch ht 2 thng t khi c tng cho n lc ton b cng tc R&D, bao b, thit k v hon thnh). 2.2.1.3 Tuyn truyn v quan h cng chng: Bn cnh vic qung co th THP cng thc hin tuyn truyn v quan h cng chng khng nh v th ca dr.Thanh trn th trng nh t chc hp bo, thc hin cc bui phng vn, phng s hay t chc cc cuc hi tho nh tr tho mc dr.Thanh mt thng hiu sng to nhm nh bng tn tui ca mnh. Ngoi ra, dr.Thanh cn ti tr cho nhiu chng trnh. Mt trong nhng chng trnh hnh ng truyn thng ca THP trong 15 nm qua l gn b vi cc hot ng th thao, Tn Hip Pht l n v ng hnh vi nhiu chng trnh, hot ng th dc th thao trn c nc nh cp bng v ch quc gia V-League, cp xe p truyn hnh HTV, cp bng quc t Number 1 Thay v THP ti tr qua hnh nh nc tng lc number 1, tr xanh khng trc y th t khi dr.Thanh ra i, hu nh nhng hnh nh y c thay bng tr tho mc dr.Thanh

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CHNG 3: GII PHP PHT TRIN SN PHM DR.THANH 3.1 Phn tch SWOT i vi tr tho mc dr.Thanh. 3.1.1 khi nim chung. Phn tch SWOT l vic nh gi mt cch ch quan cc d liu c sp xp theo nh dng SWOT di mt trt t logic d hiu, d trnh by, d tho lun v a ra quyt nh, c th c s dng trong mi qu trnh ra quyt dnh. Cc mu SWOT cho php kch thch suy ngh hn l da trn cc phn ng theo thi quen hoc theo bn nng. Mu phn tch SWOT c trnh by di dng mt ma trn 2 hng 2 ct, chia lm 4 phn: Strengths, Weaknesses, Opportunities, and Threats. Lu rng cn xc nh r rng ch phn tch SWOT nh gi trin vng ca mt vn hay mt ch no , chng hn: - Cng ty (V th trn th trng, tin cy) - Sn phm hay nhn hiu. - xut hay tng kinh doanh. - Phng php. -La chn chin la (thm nhp th trng mi hay a ra mt sn phm mi) Hn na, SWOT c th uc p dng phn tch tnh hnh ca i th cnh tranh. Ch phn tch SWOT cn c m t chnh xc ngi khc c th thc hin tt qu trnh phn tch v hiu c, hiu ng cc nh gi v n ca kt qu phn tch. Cht lng phn tch SWOT ph thuc vo cht lng thng tin thu thp c. Thng tin cn trnh ci nhn ch quan t mt pha, nn tm kim thng tin t mi pha: Ban gim c, khch hng, i tc, nh cung cp, i tc chin lc, t vn SWOT cng c phn hn ch khi sp xp thng tin vi xu hng gin lc. iu ny lm cho nhiu thng tin c th b g p vo v tr khng ph hp vi bn cht vn . Nhiu mc c th b trung ho hoc nhm ln do quan im ca nh phn tch. Ma trn Phn Tch SWOT: y l cng c lin kt bn trong Doanh Nghip v bn ngoi mi trng. Phng php xy dng ma trn SWOT: La chn nhng im mnh, im yu c tm quan trng i vi hot ng ca Doanh Nghip. Lit k cc c hi v e da c lin quan n Doanh Nghip (ch chn nhng c hi c coi l u tin v nhng e da no c coi l nguy c cao).

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O: Nhng c Mi trng bn ngoi Mi trng bn trong. W: Cc im yu Lit k nhng yu im quan trng. S: Cc im mnh Lit k nhng im mnh tiu biu. hi Lit k ch yu Cc chin lc WO Khc phc im yu nhm tn dng c hi. Cc chin lc SO S dng cc im mnh tn dng c hi Bng 1

T: Nhng e da Lit k nhng e da ch yu. Cc chin lc WT Ti thiu ha im yu v trnh khi cc mi e da. Cc chin lc ST S dng im mnh trnh cc mi e da.

3.1.2 Phn tch SWOT i vi tr tho mc Dr.Thanh. 3.1.2.1 Cc im mnh (Strengths): Gm cc ngun lc v kh nng c th s dng pht trin li th cnh tranh. Cc im mnh ca THP cng nh ca Dr.Thanh c tm thy nhng im sau: THP vi t cch l mt tp on c quy m ti chnh mnh, nn vic h a ra mt chin lc nh v cho mt sn phm mi l dr.Thanh to ting vang ln, nh cc trng trnh qung co rm r, tip th mnh m, v ti tr c hiu qu to ting vang cho sn phm. Trc khi sn phm dr.Thanh ra i th THP tng rt thnh cng vi cc sn phm trc nh Tr xanh khng , mumber one active, v u l nhng tn tui ln nn h tm ra c th hiu ca ngi tieu dng cn lc ny l ci g. nh vo tm l tiu dng l cn mt loi thc ung c li cho sc khe, sn phm dr.Thanh c th mnh cc k ln trong vic cnh tranh vi cc sn phm nc gii kht khc. Ngun tip cn nguyn liu ca to ln thng hiu dr.Thanh vi 9 loi tho mc l kh d dng, hu nh tt c u c th kim trong nc nn thun li cho sn xut sn phm. Vi th mnh l mt cng ty ln, THP c nhiu mt hng a dng, nn c th iu chnh mt cch hp l theo s bin ng ca th trng. Ngoi ra, th mnh ca THP cn th hin t chc sn xut ln, nng lc sn xut ln v i ng lao ng c tay ngh. 26

3.1.2.2

Cc im yu (Weakness):

L nhng im yu km ca doanh nghip, thng tm thy nhng im sau: Vi yu cu l phi lm ra mt sn phm vi thanh lc c th, vi chn loi tho mc, Dr.Thanh gp phi nhc im v gi c sn phm. Theo s kho st c nhiu ngi khng hi lng nhiu v hng v cng nh gi c sn phm ny. Sn phm Dr.Thanh va ra i nn t nhiu c nh hng a v ca n trn th trng. 3.1.2.3 Cc c hi (Opportunities): C hi kinh doanh l nhng yu t, s kin, hon cnh to iu kin thun li doanh nghip kinh doanh hay thc hin mt mc tiu no c hiu qu. C hi thng xut hin t bn ngoi, nhng hon cnh, iu kin thun li no n lc thch hp s tr thnh c hi cho Doanh Nghip. ng trc nhiu c hi, phi sp xp mc u tin ca cc c hi theo tnh ton hoc thit lp ma trn. (Nhng u tin cao nht, u tin trung bnh, u tin thp). Nhng c hi ca Dr.Thanh v THP l: Dr.Thanh ra i trong hon cnh xu hng nhu cu c ngi tiu dng ang c nhng bin i tch cc, ngi tiu dng hin nay chi tiu nhiu hn cho cc sn phm nc gii kht khng gas. C hi ca THP l m rng quy m sn xut, nghin cu, th nghim nhiu loi sn phm mi. Sn phm ca THP a dng chng loi to c hi nng cao v th ca cng ty ny ngy cng ln mnh, c c hi trong m rng thm quy m sn xut kinh doanh. 3.1.2.4 e da, thch thc (Threats): L tp hp nhng hon cnh, yu t s kin gy kh khn cho vic thc hin hot ng kinh doanh hoc mt mc tiu no , hoc s dn n mt kt cc khng mong i cho Doanh Nghip. Ngi ta cng thnh lp ma trn cc nguy c tng t i vi cc c hi hoc tnh ton xem trong cc nguy c th nguy c no l mi e da ln nht. Tuy rng khng nh c thng hiu ca mnh trn th trng nc gii kht nhng THP ang v s gp phi nhiu thch thc ln: Mc cnh tranh cao trong lnh vc nc gii kht l v cng khc nhit, trong lnh vc ny c s hot ng ca nhiu cng ty xuyn quc gia nh cocacola, pepsi, URC . Tn Hip Pht c th to ra Dr.Thanh vi t ho chn loi tho mc v slogan thanh lc c th, th chc chn trong thi gian ti, do tnh cht hp dn ca th trng s c nhiu sn phm hp dn khc xut hin.

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 Cc cng ty s ra sc b tin qung b cho sn phm ca mnh do cn c mt kinh ph v cng to ln chy ua vi cc chin dch qung co ca i th cnh tranh. 3.2 Nhng kin ca ngi tiu dng xung quanh sn phm dr.Thanh. 3.2.1 Phn bng cu hi. : Bng cu hi c son tho nhm thm d kin ngi tiu dng v nhiu vn lin quan nh v sn phm, cht lng sn phm, i th cnh tranh ca sn phm, chng trnh qung co, tip th sn phm . Di y l ni dung mu kho st: Chng ti l nhm sinh vin lp marketing K33 trng H Kinh T Tp.HCM, chng ti mun lm mt cuc kho st v s quan tm ca ngi tiu dng i vi tr tho mc Dr. Thanh. Rt mong c s gip ca mi ngi. PHIU THAM KHO KIN NGI TIU DNG -------- -------3.2.2 Bo co, phn tch s liu, nh gi kt qu thm d: s ngi c kho st 100, tui t 15 n 30, y l tui tiu dng mnh cc sn phm nc gii kht. Trong nhiu loi thng hiu nc gii kht ang ni ting trn thi trng hin nay, 3 nhn hiu c ngi tiu dng nh n u tin l: tr xanh khng ( 56%), pepsi ( 39%), cocacola (38%), v tr tho mc Dr.Thanh ng v tr th nm vi 15% s ngi. iu ny cho thy mt sc mnh thng hiu ln ca sn phm tr xanh khng trong ngi tiu dung, v Dr.Thanh tuy rng mi ra i nhng cng khng nh c thng hiu ca mnh. S ngi ung cc loi sn phm nc ngt khng gas nh tr xanh khng , tr xanh C2, tr tho mc Dr.Thanh. l rt ln. nhng ngi thnh thong ung cc loi sn phm ny l 54%, s ngi thng xuyn ung l 38%, cn li 5% l s ngi ung rt thng xuyn v ch c 3% l khng ung. iu ny cho thy cc sn phm nc ngt khng ga c vai tr v mt thi trng rng ln, ng ngha vi vic sn phm no khng nh c thng hiu trong lnh vc ny th doanh thu mang v s rt ln, cng l mt trong nhng l do m, cc chng trnh qung co cho lnh vc ny tht s rm r trn tt c cc phng tin thng tin i chng. Trong nhiu loi sn phm nc ngt khng gas xut hin trn th trng Vit Nam m ngi tiu dng thng ung nht, cc sn phm ca tp on Tn Hip Pht chim mt v tr rt ln, c ba sn phm ca h 28

ng trong top bn l trxanh khng (82%), Number one Active (25%), tr tho mc Dr.Thanh (23%), tr xanh C2 (59%). Cc sn phm nc gii kht c chng trnh gy n tng nht vi khch hng l cocacola (48% s ngi), Dr. Thanh (42%), tr xanh khng (33%), pepsi (32%), number one active ( 24%). Cc loai sn phm khc u nh hn 10% trong tng s ngi kho st c n tng vi chng trnh qung co. Ln ny, trong tp nm loi sn phm c trng trnh qung co gy n tng nht, tp on Tn Hip Pht c ba sn phm, c bit Dr.Thanh l loi sn phm ot ngi v qun v qung co gy n tng. V bao b gy n tng, ng u l tr tho mc Dr.Thanh (47%) th nh l tr xanh khng (42%), v tr th ba l Number one Active (24%), cc sn phm khc u di 20 %. T s liu trn cho thy Tn Hip Pht c mt i ng thit k bao b ti nng, cc loai bao bi ca tp on ny c sc cnh tranh ln, nh hng mt phn v tr cc sn phm ca h trn th trng nc gii kht. C n 96% phn trm s ngi c hi bit v sn phm Dr.Thanh, chng t Dr.Thanh tng i thnh cng trong chin lc sn phm ca mnh. V sn phm Dr.Thanh, mc d c nhng chin lc qung b sn phm tht s n tng nhng theo kho st th s ngi la chn Dr.Thanh gii kht cha t kt qu nh mong i. S ngi cha tng ung l 21%, cn nhng ngi ung mt hoc vi ln ri khng mun ung li l 16%, 53% s ngi c hi thnh thoang ung v 10% l nhng ngi thng xuyn ung. nh gi v sn phm: -V hng v sn phm Dr. Thanh, c n 22% s ngi hon ton khng ng vi cu ni Dr. Thanh c hng v c o, ngon, chim t l cao nht. trong khi 1% s ngi hon ng vi cu ni trn, s ngi khng ng l 14%, hi khng ng l 21%, 17 % s ngi thy c nhn xt mc gia vi cu ni trn, s ngi hi ng l 9%, v s ngi ng l 3%. -V nh gi bao b sn phm, 9% s ngi hon ton khng ng vi cu ni Dr. Thanh c bao b p mt, thch nhn, 15% s ngi khng ng , 16% s ngi ng vi cu ni, s ngi c nhn xt bnh thng vi cu ni l 20%, 25% hi ng , v 6%, 5% l s ngi ng v hon ton ng . -nh gi v s ph hp ca gi c vi cht lng sn phm, 18% s ngi hon ton khng ng gi c ca Dr. Thanh l ph hop vi cht lng sn phm. 22% v 20 % l s kin khng ng v hi khng ng . T l s ngi hi ng , ng v hon ton ng l 12%, 6%, v 4%. nh gi v chng trnh qung b sn phm:

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-C n 29% kin hon ton ng rng chng trnh qung co ca Dr. Thanh tht s gy ch , 11% ng , 10% hi ng , 11%, 8%,10% l t l hon ton khng ng , khng ng v hi khng ng . -34% l s ngi hon ton ng vi vi cu ni: Dr.Thanh qung co rt nhiu , s ngi ng cu ni trn l 20%, s ngi hi ng l 22 %, s ngi hon ton khng ng , khng ng , hi khng ng ln lt l 6%, 5%, 9%. -nh gi v chng trnh tip th hnh nh, 17% l s ngi hon ton ng v hi ng vi vic bt gp hnh nh Dr. Thanh nhiu ni, 15% ng , 24% t thi trung gian vi vic trn. S ngi hi khng ng , khng ng v hon ton khng ng chim t l 11%, 5%, 5%. -nh gi v chng trnh ti tr ca Dr.Thanh, 11%, 12%,19% l s kin hon ton khng ng , khng ng v hi khng ng vi vic Dr. Thanh ti tr cho nhiu chng trnh v s kin. 21%, 14%, 2% s ngi hi ng , ng v hon ton ng . 20% c thi trung gian. T bng cu hi cho ra nhiu kin khc nhau xung quanh sn phm Dr.Thanh, tuy nhin theo kho st phn ln u nh gi cao v chng trnh qun b sn phm ca Dr.Thanh, v cng c mt s lng ln nh gi khng cao v cht lng sn phm ny. Cc chin lc sn phm m Tn hip Pht p dng vi Dr.Thanh l gy n tng vi ngi tiu dng v t kt qu cao, tuy nhin v mi v, gi c v cht lng cng nh vic li cun khch hng cha ng vi k vng. 3.3 Nhng kin ngh, xut. Tn Hip Pht kh thnh cng trong chin lc sn phm dr.Thanh, phn ln ngi tiu dng bit v sn phm, tuy nhin mun sc ht ca Dr.Thanh ln hn th sn phm nn dn dn thay i hp dn ngi tiu dng hn. Pht huy hn na cc th mnh v cnh tranh ca mnh l sc mnh ti chnh, v th t cc sn phm sn c, li th v sn phm a dng . Tha mn hn nhu cu khch hng i vi sn phm Dr.Thanh nh iu chnh v hng v sn phm, v gi c, cht lng sn phm . Gi c: theo kho st c 46% phn trm s ngi s chn sn phm Dr.Thanh khi iu chnh gi c. Vy lm th no h gi thnh sn phm m vn gi c cht lng, hoc lm cho khch hng cm thy gi thnh nh vy l khng qu t so vi nhng g m mnh s dng l iu m ca hng cn phi lm ngay. Cng ty cn c mt chin lc trong tng lai gn v xa, trc tin Cng ty cn phi xc nh li mc tiu hay l mc ch kinh doanh l g? Cng ty c nn chn kinh doanh theo hng ti a ho li nhun khng hay Cng ty nn tp trung vo vic pht 30

trin th phn trc, v nu c mt th phn ln th vic to ra doanh s v li nhun hp dn khng c g l kh khn c. Vic u tin l Cng ty cn phi lm thay i gi thnh ca cc sn phm bn ra, Cng ty c th kim c t li nhun trong thi gian ban u nhng trong tng lai s lng khch hng tng ln s b p c s li nhun m Cng ty mt. V hng v ca sn phm: 16% s ngi c hi ch ung Dr.Thanh mt hoc vi ln ri khng mun ung li. C n 34% s ngi c c hi s chn sn phm khi c ci thin v hng v sn phm, nu trong tng lai hng v sn phm ny c s thay i hp dn hn trc s to len sc cu ln hn cho Dr.Thanh. V cht lng sn phm: 23% s ngi ng mua sn phm nu cht lng sn phm tt hn, ngy nay nhu cu tiu dng ca ngi dn mi lc mt cao, nn yu cu v mt loi sn phm c cht lng cao s thu ht thm mt lng ln khch hng. Mt vi nhng iu chnh khc nhm hon thin thm sn phm, chim mt t l nh trong nhu cu khch hng l ni dung qung co hay hn, kiu dng bao b p mt hn, mu sc li cun hn. . Trn y ch l mt vi nhng kin v xut ca nhm nhm to gii php pht trin cho Dr.Thanh, cc gii php u xut pht t tha mn nhu cu khch hng, nhu cu khch hng cng c tha mn th chc chn sc ht ca sn phm Dr.Thanh s cng mnh m hn na.

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Kt lun chung Tn Hip Pht vi nhng chin lc ca mnh kh thnh cng trong gii thiu cc sn phm mi ra th trng, trong khng nh thng hiu v cht lng sn phm. H xy dng ra mt h thng a dng nhiu sn phm c sc ht ln trn th trng nh tr xanh khng , tr barley khng , number one active . Tp trung v khc bit l chin lc m THP s dng xy dng thng hiu ca mnh i vi cc sn phm trc y cng nh i vi tr tho mc Dr.Thanh. Tuy nhin trong thi bui cnh tranh khc lit nh hin nay nhiu tp on c ti chnh mnh cng ang t xm nhp th trng nc gii kht. c th vn gi c v th ca mnh, cng nh ngy cng ln mnh hn trong th trng nc gii kht, Tn Hip Pht cn thc hin tt hn na cc chin lc nh v sn phm, xc tin sn phm, chnh sch c cu, nhn s . c th p ng nhng cuc chin ginh git th trng trong thi k mi. Trong bi nghin cu c gng phn tch nhng nhu cu thc t ca ngi tiu dng c nhng kin ring gip sn phm Dr.Thanh c th pht trin tt hn u th ca mnh.

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Ti liu tham kho 1. Gio trnh Marketing cn bn _ Nh xut bn lao ng. 2. Xy dng thng hiu _ TS L Qu Trung _Nh xut bn tr. 3. Qun tr marketing trong th trng ton cu _ Dng Hu Hnh _ Nh xut bn lao ng x hi. 4. Chin lc i dng xanh _ Harvard business school press _ Nh xut bn tri thc. 5. Cc k nng tip th hiu qu _ Nh xut bn tng hp tp.HCM. 6. Cc website: http://chudoanhnghiep.com http://www.baobinhduong.org.vn http://vietnambranding.com http://www.thp.com.vn

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