Chin

lc sn phm mi Number 1 Soya u Phng

PHN M U

1. L DO CHN TI. Trn mt u trng khc lit ca cc i gia trong nghnh hng tiu dng ni chung v nghnh hng nc gii kht ni ring, vic a qua nhng quyt nh mang tnh chin lc l v cng cn thit cng ty c th ng vng v pht trin. Tp on Tn Hip Pht l doanh nghip u tin ca Vit Nam mnh dng u u v ginh li ming bnh th phn nc ngt t trong tay ca hai ng ln Pepsico, Coca-cola v nhiu cng ty ln khc, m n nay ngi ta vn gi l hin tng Marketing i dng xanh. Bn cnh sn phm lm nn cuc t ph th cc dng sn phm khc ca cng ty cng c sc cnh tranh khng thua km nh dng sa Number 1 Soya. Tuy nhin, dng sn phm sa u nnh Number 1 Soya li ang gp khng t kh khn trong vic cnh tranh vi cc sn phm ca i th nh: Fami, Vinamilk, Vfresh, TriBeCo... Hin ti dng sn phm ny ang n giai on bo ha. Nm bt c nhng yu cu v mong mun ca khch hng dnh cho sn phm ny. Chng ta cn a dng ha sn phm theo hng ng tm v lp li gi tr cho n c th tip tc to thnh bc pht trin. Vi mt dy chuyn cng ngh tin tin c sn v i ng nghin cu pht trin sn phm mi ti nng, tp on Tn Hip Pht c th to ra mt sn phm tip ni c cht lng cao, ph hp vi xu hng tiu dng mi: Sn phm ca sc khe, c th p ng tt nhu cu th trng. V trong qu trnh nghin cu v pht trin chng ti nht thy c s tng ng v cc gi tr t u phng vi cc nhu cu thc t ca a s khch hng khi h quan tm nhiu hn n cht lng cuc sng trong c bit hn l quan tm n sc khe hng ngy v mt nhu cu gii kht khng th thiu: Mt ngun nguyn liu mi cho sn xut, s l mt sn phm c o, mi m v giu gi tr dinh dng t nhng li ch ban u c nghin cu v u phng nh: + u phng c cha cc cht b dng quan trng nh: protein, pht pho, thiamin, niacin, 13 loi vitamin khc nhau (bao gm vitamin A, B, C v E) v 26 loi cht khong bao gm canxi v st. V th n c tc dng cung cp cho con ngi mt nng lng di do. + n u phng gip chng li cc vi khun gy ra bnh nhim trng, bnh lao v gan.
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Chin lc sn phm mi Number 1 Soya u Phng

+ u phng c cha cht km, tt cho cc chc nng ca no, ng thi gip xng c chc hn. + u phng rt c li cho vic iu tr cc bnh di truyn v mu, v d nh s xut huyt. N cng ngn chn bnh chy mu cam, v gip iu ha kinh nguyt ph n. + u phng c cha cht x, rt tt cho vic tiu ha. + u phng c li cho nhng ngi b bnh i ng. Do nhng ngi b bnh ny nn ung sa nhiu. V vy nhm chng ti a ra chin lc pht trin sn phm mi sa u nnh Number 1 Soya u phng. 2. MC TIU CHIN LC. 2.1. Mc tiu ngn hn. Nm bt tt cc nhu cu th trng nhanh chng dnh th phn trong ngnh nc gii kht. Thu ht nhng khch hng mc tiu mi l cc khch hng tr tui, nng ng. To nim tin ca khch hng v sn phm Number 1 Soya. 2.2. Mc tiu di hn. To sc mnh doanh nghip thng, ln p cc i th cch tranh. i trc i th bng cc bc t ph mi, l. Tng doanh thu v th phn.

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Chin lc sn phm mi Number 1 Soya u Phng

CHNG 1: TNG QUAN V TP ON TN HIP PHT

1.1. GII THIU CNG TY. Tp on Tn Hip Pht (TAN HIEP PHAT BEVERAGE GROUP) Tn vit tt: THP GROUP Ngi thnh lp: Tin s Trn Qu Thanh. Tr s chnh: ti 219 quc l 13, huyn Thun An, tnh Bnh Dng, Vit Nam. in thoi: 0650 755 161 Website: www.thp.com.vn Email: info@thp.com.vn Ngnh: ung v thc phm 1.1.1. Lch s hnh thnh v pht trin. Tp on Tn Hip Pht c thnh lp t nm 1994 vi tin thn l nh my bia v nc gii kht Bn Thnh, c chc nng sn xut, kinh doanh sn xut ru, bia v nc gii kht. Tr s chnh t ti huyn Thun An, tnh Bnh Dng, c quy m nh my sn xut rng hn 110.000 m2, vi cc thit b, dy chuyn cng ngh nghin cu v sn xut hin i bc nht ng Nam . Tp on Tn Hip Pht l thnh vin ca Hip hi ru bia v nc gii kht Vit Nam. nh hng pht trin ca cng ty l Hm nay phi hn ngy hm qua nhng khng bng ngy mai cng vi phng chm tha mn cao nht mi nhu cu hin c v tim n ca khch hng. nh hng trn c xem l kim ch nam cho mi hot ng ca tp on v cng chnh l ng lc vn ln n hoi bo a tp on Tn Hip Pht tr thnh tp on cung cp thc ung tm c chu . 1.1.2. Hot ng ca cng ty. T khi thnh lp n nay, vi trn 13 nm hot ng kinh doanh, sn xut, phc v cc tng lp ngi tiu dng, tp on Tn Hip Pht c khch hng tin cy v nh gi cao cht lng sn phm v phong cch phc v. Cng ty n v t lin tc 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.

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Chin lc sn phm mi Number 1 Soya u Phng

u nm 2007, tp on 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/Q-SHTT cp ngy 24/01/2007). 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 tp on Tn Hip Pht sn xut c bo h s hu tr tu. Ngoi ra Tn Hip Pht c cp bo h nhn hiu bia Laser ca cng ty ti Singapore v Australia. Cng ty Tn Hip Pht l mt n v kinh doanh c uy tn ln, mng li phn phi rng khp trn ton lnh th Vit Nam, vi cc chi nhnh i din v i l phn phi m bo kh nng phn phi nhanh chng v hiu qu cc sn phm bia v nc gii kht ng chai n mi ni khi c nhu cu, vi gi c hp l. Tp on 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 qun l nh nc tng bng khen, giy khen, k nim chng v cht lng sn phm v dch v chm sc khch hng. Tp on Tn Hip Pht c bit ch trng n cht lng. Thng 1/2007, tp on Tn Hip Pht c c quan qun l cht lng quc t Det Norske Veritas (H Lan) nh gi t tiu chun ISO tch hp gm 9001:2000, 14001 v V sinh an ton Thc phm HACCP. Tp on Tn Hip Pht c h thng dch v chm sc khch hng trc, trong v sau bn hng c cht lng tt nht, th hin vn ha vn minh thng nghip cao nht trong kinh doanh. i ng cn b cng nhn vin ca cng ty c trnh khoa hc k thut, nhit tnh, c trch nhim cao, sn sng p ng yu cu phc v ca mi khch hng. 1.1.3. S mnh v Mc tiu. Tp on Tn Hip Pht sn xut v kinh doanh cc sn phm tt cho sc khe ngi tiu dng Chu vi mi v thch hp v tiu chun quc t. Mc tiu ca tp on Tn Hip Pht l to ra nhng sn phm thc ung tt nht, qua nhiu thng hiu: Number 1, Bn Thnh, Gold Bn Thnh, Tr xanh 0! , Dr.Thanh n vi ngi tiu dng bi h thng phn phi rng khp v tri u trn 64 tnh thnh Vit Nam.

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Chin lc sn phm mi Number 1 Soya u Phng

Tr thnh tp on hng u Chu trong 3 lnh vc kinh doanh chnh: Ngnh thc ung, thc phm n lin, bao b nha. 1.1.4. Gi tr ct li. Hm nay phi hn ngy hm qua nhng khng bng ngy mai. Cht lng tiu dng quc t. nh hng theo tinh thn cao nht ca gia nh Tr thnh i tc c tin cy Tinh thn lm ch doanh nghip trong cng vic. 1.1.5. Logo.

ngha:

THP: Ch vit tt tn cng ty. Hai bn tay: Sc mnh ca sinh lc, ngh lc. Hai ngn ci : Tr thnh tp on Vit Nam cung cp thc ung s mt Vit Nam v c tm c Chu . Mu xanh nc bin : S thnh vng, ha bnh. Mu xanh l cy: S pht trin, ln mnh v a dng. 1.1.6. C cu t chc.
Ch tch hi Tng gim ng qun tr c

Gim c ti chnh

Gim c d n

Ph gim c tip th

Phng gim st

Phng k hoch

Phng tip th

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Chin lc sn phm mi Number 1 Soya u Phng

1.1.7. Tp hp sn phm ca tp on Tn Hip Pht. Hin nay tp on Tn Hip Pht c hn 29 mt hng c 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 tp on Tn Hip Pht sn xut c bo h s hu tr tu. Cc sn phm ca Tn Hip Pht gy ting vang ln v t nhiu thnh cng v doanh thu trong th trng nc gii kht ng chai. Cc sn phm nc gii kht ng chai ca tp on Tn Hip Pht: Tr tho mc: Dr. Thanh.

Bia: bia Bn Thnh, bia Bn Thnh Gold, bia ti, bia Laser, bia Archer v bia Royalgo.

Nc tng lc: Number 1, Number 1 du v Chino.

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Chin lc sn phm mi Number 1 Soya u Phng

Sa u nnh Number 1 Soya: vi hng v u nnh, u nnh du, u nnh - bp v u nnh u xanh.

Tr xanh 0! : tr xanh v chanh, tr xanh v mt ong v tr xanh khng ng.

Tr to.

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Chin lc sn phm mi Number 1 Soya u Phng

Tr b ao.

Tr Barley.

Nc p tri cy Number 1 Juicie: v da, chanh dy, mng cu, me, i, o, cam v to.

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Chin lc sn phm mi Number 1 Soya u Phng

Nc Active.

Nc khong.

1.2. SN PHM SA U NNH NUMBER 1 SOYA. 1.2.1. Gii thiu v sn phm Number 1 Soya. C nhng cn kht lm bn ngh n nc tinh khit. C nhng cn kht lm bn ngh n nc p tri cy. C nhng cn kht lm bn ngh n mt thc ung khng ch gii kht m cn cung cp nhng cht b dng cho c th, gip tinh thn sng khoi, yu i lc quan hn, v bn s tr trung v nng ng hn l sa u nnh Number 1 Soya. Cuc sng nng ng v cng vic bn rn ang to xu hng tiu dng mi trong phn khc nc gii kht ng chai c li cho sc kho. Nhng sn phm va tin li va cht lng v b dng ang ngy cng c a chung. Number 1 Soya p ng c xu hng ny, ng thi cng gn lin vi mc tiu kinh doanh ca tp on Tn Hip Pht l nhm p ng nhu cu a dng, phong ph ca ngi tiu dng. Ngoi ra, iu lm nn s tinh t cho Number 1 Soya chnh l nh nhng c tnh dinh dng u vit ca n. T bc t ph khi a ra sn phm mang thng hiu Number 1, tp on Tn Hip Pht to ra c nhy vt trn th trng nc gii kht. Ch sau mt thi gian ngn, Number 1 tr thnh mt hng nc ung c
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Chin lc sn phm mi Number 1 Soya u Phng

tiu th mnh nht, vt qua cc nhn hiu ln ca nhng tp on a quc gia khc trn th trng Vit Nam. 1.2.2. Cng dng ca Number 1 Soya. Sa u nnh Number 1 Soya c mnh danh di ci tn m miu l sa b xanh. Nhiu cng trnh nghin cu ca cc nh khoa hc thuc trng i hc Alabama (Hoa K) cng b: ngoi vic cung cp dng cht cho c th, u nnh cn c tc dng chng oxy ha, gim nguy c mc bnh tim mch v ung th. Nhng sn phm t u nnh c th thay th tht ng vt, cung cp cht m cho c th m khng c cholesterol, hon ton ph hp vi xu hng m thc hin i vn hn ch cc loi thc n nhiu cht bo. Number 1 Soya ca Tn Hip Pht l sn phm sa u nnh cao cp nguyn cht c nh sn xut p dng cng ngh tch v hin i ca Nht Bn vi nguyn liu 100% u nnh thng hng, b sung dinh dng ti u: giu m thc vt, t bo v khng cholesterol. Khng ngng a dng ha sn phm, p ng nhu cu phong ph ca ngi tiu dng, mi y Tn Hip Pht va tung ra 3 v mi cho dng sn phm ny. Sa u nnh cao cp Number 1 Soya u xanh l thc ung dinh dng c sn xut trn dy chuyn cng ngh hin i ca Nht Bn, bo m tuyt i v sinh an ton thc phm. u xanh c tc dng cha cm nng, vim rut, tiu ng, tr au nhc, ri lon tiu ha... Mi hp Number 1 Soya u xanh 250 ml mang li 165 Kcal, b sung dng cht, nng lng hot ng mi ngy. Ngoi u xanh, Number 1 Soya cn c v du l loi tri cy giu vitamin C, vitamin B5, B6, omega 3, mangan... gip p da, trng rng, mt tc. Bp cng l thnh phn mi m Number 1 Soya a vo sn phm. Bp cha nhiu m, ng, vitamin E, di do hydrat carbon, gip ti to nng lng, cha vim gan, tiu ng, huyt p cao, vim ph qun, ngn nga nhi mu c tim, tai bin mch mu no... Thit k bao b 3 sn phm ny hon ton mi, mang phong cch sang trng, to cm gic ngon ming cng s yn tm khi s dng, ph hp em theo khi i du lch. Khoa hc chng minh rng u nnh giu m thc vt, rt tt cho c th con ngi, c bit l i vi nhng ngi bn rn, t c thi gian chm sc cho sc kho. Number 1 Soya c xem nh mt thc ung b dng c th dng hng ngy b sung dng cht cho c th.

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Chin lc sn phm mi Number 1 Soya u Phng

1.2.3. Gi bn sn phm Number 1 Soya trn th trng.

Number 1 Soya u xanh, du, bp bn l vi gi t 5.000 ng/chai dung tch 240 ml, 144.000 ng/kt (24 chai) v loi hp giy vi gi 3.000 ng/hp dung tch 200 ml, c phn phi trc tip n hn 150.000 im bn l trn ton quc. 1.2.4. ngha ca Soya. S: Strong (Khe Mnh). Khoa hc chng minh rng u nnh l mt ngun giu m thc vt rt tt cho c th ca con ngi, c bit l i vi nhng ngi bn rn, t c thi gian chm sc cho sc khe. Chnh v th, sa u nnh c xem nh mt thc ung b dng c th dng hng ngy b sung dng cht cho c th. B mt S ny gip cho Number 1 Soya ngy cng c cc bn tr yu mn v va tin dng li va c li cho sc khe. O: Optimist (Lc Quan). Lc quan, yu i chnh l tnh cch ni bt ca Number 1 Soya. Nhng lc cng vic cng thng, bn cm thy mt mi, ui sc v gn nh khng th lm thm bt c vic g khc. Hy Number 1 Soya gip bn ly li tinh thn sng khoi, yu i hn. Hn th, bn cng c th lan ta tinh thn y cho nhng ngi bn, nhng ng nghip xung quanh mnh cng sng khoi vi Number 1 Soya. Y: Young (Tr Trung). Ti tr l mt thng ip quan trng m Number 1 Soya mun chuyn n cc bn tr. Soya khng ch b dng, lc quan m cn rt tr trung v th Number 1 Soya c xem l ngi bn ng hnh thn thit ca gii tr. Hy th hut so hay ngn nga nhng giai iu vui ti cng Number 1 Soya, bn s cm thy rng mnh mi tui 20. A: Active (Nng ng). Khi cm thy c th khe mnh, tinh thn sng khoi yu i, chng ta c th kim sot c cng vic v cuc sng d dng hn. Hy chng t mnh l mt ngi nng ng trong cng vic v ch ng trong cuc sng cng Number 1 Soya hng ngy.

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Chin lc sn phm mi Number 1 Soya u Phng

1.2.5. Tp hp sn phm Number 1 Soya. C 4 loi Number 1 Soya: Hng v Thnh sn phm phn u nnh Nc, u nnh ht, ng, hng liu t nhin.

STT Tn sn phm Hnh thc ng gi 1. Number 1 Soya (Sa u nnh)

2. Number 1 Soya u xanh (Sa u nnh u xanh) u nnh Nc, u u xanh xanh, u nnh, ng, hng t nhin, mu thc phm. u nnh Nc, u du ty nnh ht, ng, hng t nhin, mu thc phm. 4. Number 1 Soya Bp (Sa u nnh Bp) u nnh Nc, u bp nnh ht, bp, hng t nhin, mu thc phm.
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3. Number 1 Soya Du (Sa u nnh Du)

Chin lc sn phm mi Number 1 Soya u Phng

CHNG 2: CC YU T MI TRNG NH HNG N TP ON TN HIP PHT

2.1. CC YU T MI TRNG BN NGOI. 2.1.1. Mi trng quc t. Vit Nam chng ta ang tng bc thc hin cc cam kt v kinh t sau khi gia nhp t chc thng mi th gii WTO, cc chnh sch kinh t trong hip hi cc quc gia ng Nam - Asean v Asean+3 to ra cho cc doanh nghip Vit Nam rt nhiu cc c hi pht trin cng nh giao thng vi cc nc trong khu vc v th gii, th nhng cng to ra khng t nhng kh khn khi bc chn vo mt th trng mi vi rt nhiu nhng nguy c, thch thc khi i mt vi cc tp on kinh t ln, tp on xuyn quc gia vi rt nhiu kinh nghim v tim lc v kinh t th thc s l kh khn ln vi cc doanh nghip Vit Nam. Tuy Tn Hip Pht l mt tp on c sc mnh ti th trng Vit Nam nhng thc s vn l hin ti, trong tng lai s c rt nhiu ng ln cnh tranh trc tip vi Tn Hip Pht khng nhng th trng Vit Nam m c trn th trng quc t. Cc nc pht trin trn th gii ang gp phi nhng kh khn v kinh t hay ni cch khc l cuc khng hong kinh t, m hu ht cc cng ty, tp on ln chu nh hng su sc bi cuc khng hong ny. Nhng khng hong xy ra M v cc nc trong khu vc ng tin chung Chu u th c hi nh hng i vi tp on Tn Hip Pht l khng nhiu. Nn kinh t cc nc trong khu vc Asean v ng th tng i n nh, c mt s cng ty trong khu vc pht trin nh hng nhiu ti hot ng sn xut kinh doanh ca tp on Tn Hip Pht nh Coca-cola, PepsiCo, URC, Vinamilk, TriBeCo Th trng Trung Quc ang ngy cng lng on th trng kinh t th gii chnh v th n cng nh hng khng nh n nc ta, nu trong tng lai Trung Quc c cng ty v lnh vc nc gii kht thm nhp vo th trng Vit Nam th thc s l nguy c ln khi h c li th v ngun nguyn liu v nhn cng di do.

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Chin lc sn phm mi Number 1 Soya u Phng

2.1.2. Mi trng trong nc. 2.1.2.1. Cc yu t x hi lin quan n con ngi.

C cu cng ng dn c v lao ng, chuyn dch dn c, t l tng dn s Theo thng k mi nht ca T chc Y t th gii (WHO), dn s nc ta hin ng hng th 13 trn th gii, xp x 87 triu ngi. Dn s Vit Nam tip tc tng, vi mc tng hn 1 triu ngi/nm. T l tng dn s bnh qun nm khong 1,1%/nm. Do vy, y l mt th trng tiu th y tim nng v trin vng, va l ngun nhn lc di do vi gi nhn cng r. S th ho tng cng ng ngha vi mc sng tng, S dn thnh th chim gn 70% trong c cu dn s, nhu cu gii kht tng ng k. c bit l nhng thnh ph ln, do mc tp trung dn ng, ma h ngy cng nng bc dn n nhu cu gii kht tng mnh vo nhng ngy h. Nh vy, nc ta vi dn s ng, s th ho nhanh, dn s tr nn t l gii tr ln l mt l th trng tt vi lng khch hng cho Tn Hip Pht. Trnh vn ho cng c mc nh hng ln i vi thi tiu dng ca ngi tiu dng. n nm 2010 Vit Nam hon thnh ph cp gio dc tiu hc, nhng trong phn ln dn c nht l cc th th trnh vn ha v chuyn mn cao nn vn thc trong s dng thc phm tt cho sc khe rt c quan tm, nn y cng chnh l li th ca Tn Hip Pht khi v ang cho ra nhng sn phm tt cho sc khe n vi ngi tiu dng. Phong cch sng mi nng ng: Nhp sng hi h ca ngi VN hin nay, phong cch sng hin i hn, ngoi gi lm vic ngi ta cn rt quan tm n vic chm sc sc khe cho gia nh v bn thn, tham gia nhiu cc hot ng th dc th thao, cc hot ng x hi V vy ngi tiu dng rt thch tiu th nhng sn phm c kh nng p ng nhanh cho vic gii kht m li tt cho sc khe. Ngy nay, vic t tp bn b, ng nghip nhng qun gii kht sau gi hc, lm vic l rt thng xuyn ca gii tr v nhn vin vn phng. p ng c nhu cu ca cc i tng ny doanh nghip s c hng pht trin ng n v mang li li nhun. Thu nhp ca dn c, nhm i tng tim nng. Hin c nc vn cn hn 3 triu h gia nh ngho v 1,6 triu h thuc din cn ngho.

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Chin lc sn phm mi Number 1 Soya u Phng

So vi con s 87 triu dn th con s ny l khng ln, hn na khch hng mc tiu ca Tn Hip Pht l nhng khch hng c thu nhp trung bnh, kh nhm thu nhp ny vn chim phn ln trong tng dn s. Thi v thi quen, xu hng v hnh vi tiu dng: Vn sc khe ang ngy c ngi tiu dng quan tm cng to ra nhng kh khn cho vic a ra cc sn phm tt cho sc khe v t cht lng cao, nhng y cng c th coi nh mt c hi ln to s khc bit i vi cc i th khc trong ngnh nc gii kht tt cho sc khe v Tn Hip Pht c tim lc v ti chnh v uy tn thng hiu trn c nc. Th hiu, tro lu: Theo mt s nh gi ca cc nh u t trong ngnh nc gii kht, hin nay Vit Nam tiu th mt khi lng ln sn phm ung, chng khong 4,2 t lt/nm v ang l th trng pht trin rt mnh. Tri vi s m m ti th trng nc ngt c gas, nhu cu tiu th nc gii kht khng gas, c bit l nc tri cy ti Vit Nam tng rt mnh, t gn 30%/nm. Mt nghin cu ca AsiaPanel Vit Nam v vic dng ung cho thy xu hng s dng cc loi nc gii kht c li cho sc khe ang bng n Vit Nam, c bit cc thnh ph ln. Theo AsiaPanel, s lng h gia nh bc vo nhm c thu nhp cao (trn 6,5 triu ng/thng) tng t 7,3% ln 11,9% trong tng s h dn Vit Nam. Cng tng tng ng l s h c thu nhp trong khong 4,5-6,5 triu ng/thng. Khi tin trong ti tr nn d d hn, ngi dn chuyn sang la chn cc sn phm c ngun gc t thin nhin b dng cho sc khe nh sa, cc ch phm t sa, nc tri cy, sinh t, nc ung ng chai Kho st trn cc h gia nh thnh th cng cho thy 70% quan tm n sc khe ca mnh hn trc y, 74% mun s dng cc loi vitamin v khong cht, v 80% thch mua cc loi sn phm c cc hot cht c li cho sc khe nh nhn sm, calcium... Vit Nam chng ta l mt trong nhng quc gia c nh gi l chu nh hng nng n nht v bin i kh hu ton cu, cho nn kh hu nc ta ngy cng khc nghit hn. Nhit ngy cng tng cao, chnh v th nhu cu gii kht ca ngi tiu dng cng tng theo to ra lng cu ln v nc gii kht, thc y cc doanh nghip nc gii kht cho ra i ngy cng a dng v chng loi v tng s lng sn phm ra th trng. iu ny l mt c hi khng h nh i vi Tn Hip Pht nht l trong thi k nn kinh t ang phc hi sau t suy thoi.

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Chin lc sn phm mi Number 1 Soya u Phng

2.1.2.2. Cc yu t kinh t.

Vit Nam hin nay vn l mt nc ang pht trin, v vy cc nhu cu tiu dng thit yu cho cuc sng vn cn chim t l rt cao trong c cu tiu dng khong 50% v t l ny s gim i trong nhiu nm na khi i sng ngi dn c nng cao. Mt hng nc gii kht khng phi l nhng mt hng thit yu nn khi thu nhp v i sng nhn dn c nng cao th nhu cu v nc gii kht cng tng cao. T l lm pht trong thi gian gn y tng vi mc 2 con s, nh im l 16% trong qu ba nm nay v nu tnh theo c nm th t l ny s l 13,3%, nhng trong thi gian sp ti vi nhng chnh sch hp l ca Nh nc d bo s n nh hn v dng mc 1 con s khong 6,1% (theo Qu tin t Quc t - IMF) 2.1.2.3. Cc yu t nh nc, chnh tr v th ch. Lut kinh t v cc lut, b lut hoc quy nh di lut lin quan: Khi lut kinh t ang trong giai on hon thin th vn cn nhiu k h cho cc hot ng thng mi khng c li cho Tn Hip Pht nh sn xut hng c mu m ging vi cc sn phm ca Tn Hip Pht, cc quy nh v an ton v sinh thc phm cha cao nn mt s thng hiu nhi nhn mc hoc bao b sn phm ca Tn Hip Pht s lm gim uy tn cho cc sn phm tht ca Tn Hip Pht Chnh sch ti chnh, kinh t ca nh nc & li sut ngn hng: khi li sut c quy nh mc trn v u tin cho cc hot ng sn xut kinh doanh trong nc th vic huy ng vn ngn hng m rng quy m sn xut kinh doanh l khng kh vi mc li sut gim ng k <20%/nm. Thi ca Nh nc vi mi trng: Mi trng ngy cng c x hi v Nh nc quan tm nn a ra cc sn phm bo v mi trng s c ng ng o ngi tiu dng hng ng nh dy chuyn ti ch cht thi trong sn xut v s dng cc loi bao b c kh nng ti s dng hoc ti ch hay t phn hy m khng nh hng n mi trng. iu ny Tn Hip Pht ang vn dng rt tt nn cc sn phm ca Tn Hip Pht c s ng h nhit tnh ca ngi tiu dng. Nh nc chng ta ang c cuc vn ng Ngi Vit dng hng Vit v c nhn dn hng ng trong nhiu nm tr li y v tr thnh hot ng khng th thiu hng nm nhiu a phng trn c nc. V vy sn phm ca Tan Hip Pht cng c rt nhiu ngi tiu dng la chn thay th cc sn phm ca cng ty nc ngoi hay cc sn phm ngoi nhp. N to ra mt cuc cch mng trong cc sn phm mang thng
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Chin lc sn phm mi Number 1 Soya u Phng

hiu Vit v mang li nhiu c hi pht trin cho cc doanh nghip Vit th trng trong nc. 2.1.3. Tnh cnh tranh trong ngnh. 2.1.3.1. Cc sn phm mi. V ngi tiu dng th gii ni chung v ngi tiu dng Vit Nam ni ring ang c i sng v nhn thc ngy cng cao nn vn quan tm v bo v sc khe rt c i a s ngi tiu dng quan tm. y l mt xu th. Cc doanh nghip nc ngoi v trong nc nm bt c xu th ny nn trong thi gian gn y cho ra i nhiu sn phm c chit sut t thin nhin v tt cho sc khe. 2.1.3.2. Xu hng pht trin ca ngnh. Nc gii khi Vit Nam ang pht trin nhanh theo xu hng thin nhin ha tc l chuyn sang s dng cc sn phm tt cho sc khe v chit sut t thin nhin nh: nc tri cy. y l nhng dng sn phm m Tn Hip Pht ang dn u th trng trong nc vi cc thng hiu ni ting tt cho sc khe nh: Number 1 Soya, tr tho mc Dr.Thanh, tr xanh 0! cc thng hiu ny vt ln khi cc cng ty, tp on ln ca nc ngoi v trong nc Vit Nam nh: CocaCola, PepsiCo, URC, TriBeCo, Vinamilk 2.1.3.3. Khch hng. Khch hng l th trng ca doanh nghip, mi s bin i trong nhu cu, quyt nh mua sm ca khch hng u buc doanh nghip phi c nhng ng thi tch cc c th thch ng c. H c th to ra p lc buc nh sn xut phi gim gi bn hoc nng cao cht lng sp v dch v tt hn. Khi nghin cu v Tn Hip Pht khch hng c chi thnh 3 nhm chnh: C nhn, h gia nh, tp th mua sn phm v dch v. H thng cc nh phn phi bn bun bn l, siu th. Th trng quc t: khch hng nc ngoi - ngi tiu dng, nh phn phi, i tc nc ngoi. nh hng ca khch hng n doanh nghip c th hin qua cc yu t: S lng khch hng:

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Chin lc sn phm mi Number 1 Soya u Phng

+ Mua l mua tiu dng: cng ng th cng c li cho doanh nghip do c th tiu th nhiu sn phm, tn t chi ph trong tiu th hn, sn phm nhanh c bit n. + Nh phn phi: Mun thng trong cuc chin ginh th phn doanh nghip phi ko ngi tiu dng v pha mnh. H thng cc ca hng, mng li kinh doanh chnh l cc cn c im ca nh sn xut v nh phn phi trong cuc chin ginh th trng. Khng c h thng ca hng doanh nghip khng th lm phn phi cho d gi thnh hp l. Nh phn phi c th coi l yu t sng cn i vi s thnh cng ca mt sn phm mi. Cng l sn phm ca Tn Hip Pht nhng bia ti Laser khi tung ra cha chun b knh phn phi nn tht bi, trong khi nc tng lc Number 1, tr xanh 0! th c th nhanh chng chim lnh th trng nh nm c h thng knh phn phi trong c nc. nhy cm v gi: Vi i sng v mc thu nhp ngy mt nng cao ngi tiu dng mnh dn hn trong mua sm xong h vn c nhng mi quan tm v gi: + Khch hng mun mua vi gi c phi chng ph hp ti tin + Nh phn phi, siu th mun li nhun v c hng chit khu cao. V vy doanh nghip cng cn nh gi bn hp l, mc chit khu cho ph hp, hoch nh chin lc gi cho tng giai on ca chu k sng ca sn phm. i hi ca khch hng v cht lng sn phm, dch v, mu m bao b Ngy nay vi s phong ph v a dng ca th trng sn phm tiu dng ngoi vic n g mc g, ung g khch hng cn quan tm ti cht lng ra sao, kiu dng th no, c an ton khng? Nu khng p ng c nhng i hi ny, sn phm s nhanh chng b thay th v qun lng. Nghin cu nhng nhu cu, c mun ca khch hng c th p ng mt cch tt nht l vic lm quan trng i vi tt c cc doanh nghip. Yu cu v an ton, uy tn thng hiu: Ngi tiu dng ngy cng thng thi hn v i hi v cc ch tiu an ton, tiu chun cht lng i vi sn phm cng ngy cng cao hn. Khch hng phn ng rt nhy cm vi cc thng tin lin quan n v sinh an ton thc phm v lun sn sng chuyn sang tiu dng cc sn phm thay th nu khng tin tng vo sn phm c. Khch hng cng u tin la chn cc thng hiu quen thuc, c uy tn v c qung co nhiu. Vic xy dng
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Chin lc sn phm mi Number 1 Soya u Phng

uy tn thng hiu da trn cht lng v an ton ca sn phm c th kh tn km, nhng n mang li li ch lu di v bn vng cho doanh nghip, c bit l v tr trong tm tr ngi tiu dng. Thng tin ca khch hng v sn phm: Khch hng nm r thng tin v sn phm th s to ra p lc mc c ln i vi doanh nghip, c bit l cc nh phn phi. 2.1.3.4. Nh cung ng. Nh cung ng l nhng t chc cung cp sn phm, nguyn vt liu v dch v u vo cho doanh nghip doanh nghip m bo thc hin c cc hot ng sn xut kinh doanh. Nh cung ng cung cp vt t u vo cho qu trnh sn xut kinh doanh nn c tm nh hng kh ln n doanh nghip. Cht lng, gi thnh ca vt t nh hng ti cht lng v gi ca sn phm. Chnh v vy m nh cung ng l 1 yu t quan trng tc ng n hot ng kinh doanh ca doanh nghip. S lng nh cung ng cng nhiu th doanh nghip cng t chu p lc ca nh cung ng v ngc li. Bn cnh th t trng hng ha mua ca mt nh cung ng cng cao th doanh nghip cng chu nhiu p lc t nh cung ng , c bit l p lc v gi. Nhng ngc li, nu doanh nghip l khch hng ln ca nh cung ng th doanh nghip li c c nhiu li th. Tn Hip Pht nm bt c iu ny, chnh v vy m THP c n 23 nh cung ng chin lc v mi loi vt t li c nhiu nh cung ng khc nhau. Mt s nh cung ng ca THP: Nh cung ng Polymer Asia PTT Polymer Marketing SCT Viet Nam Malaya VietNam Glass BJC SCG Chemical Roha Dyecham Car Gill SCM Viet Nam
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Sn phm cung cp Bao b sn phm Bao b sn phm Bao b sn phm Chai thy tinh In bao b, nhn hiu Hng liu, ha cht Hng liu, ha cht Nng sn Nng sn
19

Chin lc sn phm mi Number 1 Soya u Phng

Connell Bros Crown Beverage Cans Ha Noi Cty c phn LASTA

Nng sn X l nc thi Gii php truyn thng Ngun: www.thp.com.vn

Tn Hip Pht l khch hng c mi quan h thng xuyn v lu di vi cc nh cung ng nn thun li trong qu trnh mua bn. B phn thu mua nguyn vt liu ca THP lun tm hiu th trng, theo di thng xuyn gi c v ngun cung ng nguyn vt liu nhm n nh u vo cho sn xut. 2.1.3.5. Ngun nguyn liu. Tn Hip Pht s dng ngun nguyn liu l sn phm nng nghip thun ty ca ngi nng dn Vit Nam nhng do tc th ha cao, dn s tng, thit hi do thin tai th din tch t nng nghip ang b thu hp. Mt s nguyn liu sn xut sa u nnh Soya chnh nh: u nnh, bp, u xanh v u phng dng cho Soya u phng. Theo tng cc thng k nm 2010 u nnh t 296,9 nghn tn, tng 81,7 nghn tn (Din tch tng 50,8 nghn ha; nng sut tng 0,4 t/ha); sn lng u tng 3,6% (Din tch tng 1,4%; nng sut tng 2,1%). Ring sn lng u phng t 485,7 nghn tn, gim 25,2 nghn tn (Din tch gim 5,6 nghn ha). V vy y cng l nguy c cho tp on Tn Hip Pht khi a ra sn phm mi Soya u phng m ngun nguyn liu u phng li gim, tuy nhin ngun gim khng ng k. 2.1.3.6. Cc sn phm hng ho dch v thay th. Sa u nnh Number 1 Soya l mt sn phm tiu dng nhanh trong lnh vc nc gii kht chnh v th sn phm rt d b thay th nu khng p ng kp thi nhu cu ca ngi tiu dng. i mt vi cc sn phm thay th l cc sn phm gii kht v cc sn phm sa. Sn phm gii kht: Vi chnh sn phm ca Tn Hip Pht: Tr xanh 0! , tr tho mc Dr.Thanh, nc tng lc Number 1, nc tinh khit, nc p tri cy Vi cc sn phm ca i th cnh tranh: Tr xanh cc loi (C2, 100) Cc sn phm t sa: Nh sa ti ca Vinamilk, TH True Milk, C Gi H Lan, Vfresh

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Chin lc sn phm mi Number 1 Soya u Phng

2.1.3.7. Cc i th cnh tranh trc tip. a. Tp on Vinamilk.

Tp on Vinamilk l nh sn xut sa hng u ti Vit Nam. T khi i vo hot ng nm 1976, cng ty xy dng h thng phn phi rng nht ti Vit Nam v lm n by gii thiu cc sn phm mi nh nc p, sa u nnh, nc ung ng chai v caf cho th trng. Hin ti Cng ty tp trung cc hot ng kinh doanh vo th trng ang tng trng mnh ti Vit Nam vi mc tng trng bnh qun l 7.85%. a phn sn phm c sn xut ti chnh nh my vi tng cng sut khong 570.406 tn sa mi nm. Cng ty s hu mt mng li phn phi rng khp trn c nc, l iu kin thun li Vinamilk a sn phm n s lng ln ngi tiu dng. Sa u nnh Vfresh l ngun cung cp hon ho m u nnh cht lng cao, isoflavone v cc loi Vitamin B cho c th. Sa u nnh Vfresh c sn xut t nhng ht u nnh tt nht, c la chn k khng cha cholesterol, khng s dng cht bo qun cho hng v tuyt ho. Hin ti Vinamilk c 2 loi sa u nnh: + Sa u nnh Vfresh. + Sa u nnh Vfresh giu m. Vi hnh thc bao b v gi c nh sau: + Hp 1 lt + Hp 200ml (4 hp) + Bch Fino 220ml - gi 13.000 VN/hp - gi 3.500 VN/hp - gi 3.500 VN/bch

b. Cng ty c phn gii kht Si Gn Tribeco. Cng ty c phn nc gii kht Si Gn c tr s ti 12 K ng, phng 9, qun 3, TPHCM. c thnh lp thng 11/1992 vi tn gi l Cng ty TNHH nc gii kht Si gn (Tribeco) vi ngh kinh doanh l ch bin thc phm, nc gii kht cc loi. Cc sng lp vin gm: + X nghip quc doanh ch bin thc phm nng hi sn xut khu qun 3 (Foodexco), gp 51% vn iu l ca Cng ty. + 17 sng lp vin t nhn gp 49% cn li vn iu l. Ngy 27/1/1995 X nghip Foodexco gii th theo quyt nh ca UBND thnh ph, ton b s vn gp ca Foodexco chuyn nhng ht cho t nhn
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Chin lc sn phm mi Number 1 Soya u Phng

thng 12/1999. T ngy 01/01/2000 Tribeco l cng ty TNHH khng c vn gp ca Nh nc. Thng 02/2001 Cng ty TNHH nc gii kht Si gn (Tribeco) chuyn thnh Cng ty c phn nc gii kht Si gn (Tribeco) vi vn iu l l 27.403.000.000 VN. Thng 4/2001 Cng ty c phn nc gii kht Si gn (Tribeco) st nhp vo cng ty c phn Vit Tn vi vn iu l l 37.403.000.000 VN. Trong qu trnh hot ng vn iu l ca Cng ty c tng thnh 45.483.600.000 VN vo thng 4/2006 v t thng 07/2009 vn iu l ca Cng ty l 275.483.600.000 VN. Theo k hoch sn xut kinh doanh nm 2009 Tribeco t 778 t ng doanh thu, tng 65% so vi nm 2008, li nhun sau thu t 17 t ng. trong nm 2009 Tribeco t sn lng 9.280 ngn kt, thng sn phm, tng 44.53 % so vi nm 2008. V nh hng pht trin trong nhng nm ti, Tribeco vn tp trung xy dng 4 dng sn phm ch lc: tr xanh 100, sa u nnh, tr b ao, Jeno. Ngoi ra Cng ty cn t mc tiu thit lp knh phn phi, quy hoch h thng nh phn phi v ct b cc dng sn phm khng c li th cnh tranh Th phn ca cng ty ngy cng c cng c v pht trin. Xt v th phn nc ngt c gas th cng ty chim khong 15-20 %, cn i vi nc khng c gas nh sa u nnh, tr th hin nay chim khong 25%. Sn phm sa u nnh Tribeco ang chim lnh th trng, c mt khp cc im bn trn c nc, cc siu th v cc im vui chi gii tr ln. Quy m v cng ngh ca Nh my: Vi mt dy chuyn sn xut hin i u tin trong nc c cng sut 18.000 chai/gi, sn phm sa u nnh chai Tribeco vn khng p ng c nhu cu ca ngi tiu dng vo giai on nc gii kht c gas chim lnh th trng. Hin nay Tribeco ang cho ra i cc sn phm mi l nc tng lc v sp ti l nc tinh khit. Sa u nnh Tribeco s dng ngun u nnh cao cp t M v Canada, s dng thit b xay lc v trch ly c o lu gi c hng v v cc thnh phn dinh dng tt nht trong u nnh. Chin lc pht trin v u t: + Sn phm: y mnh pht trin sn phm nc gii kht khng ga nh sa u nnh, tr cc, tr o, tr chanh v sa u nnh cacao. ng thi duy tr tc pht trin sn phm nc gii kht truyn thng c gas. + Gi bn: cng ty s nh gi bn mc cnh tranh.
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Chin lc sn phm mi Number 1 Soya u Phng

+ Phn phi: thit lp kn phn phi, hp tc vi Kinh m rng phn phi cho cc dng sn phm Non-return. + Marketing: tp trung cc sn phm c li cao v c li th cnh tranh. + Cng ngh: khng u t thm my mc dy chuyn m tng bc nng cao hiu sut khai thc. c. Cng ty nc gii kht quc t - Pepsico Vietnam. 24/12/1991 Cng ty nc gii kht quc t (IBC) c thnh lp do lin doanh gia SP.Co v Marcondray- Singapore vi t l gp vn 50-50%. 1994 M b cm vn vi Vit Nam. PCI c thnh lp vi 2 nhn hiu Pepsi v 7Up. Lin doanh vi s vn gp ca PI l 30%. 1998, PI mua 97% c phn, SP.Co 3% tng vn u t ln 110 triu la. 2003, PepsiCola Global Investment mua 3% cn li v i tn thnh Cng ty Nc gii kht Quc t PepsiCo Vit Nam. C thm cc nhn hiu: Aquafina, Sting, Twister, Lipton IceTea. 2005, chnh thc tr thnh Cng ty c th phn v nc gii kht ln nht Vit Nam. 2006, tung ta sn phm Foods u tin l bnh Snack Poca. 2007, pht trin thm ngnh hng sa u nnh. 2008, khnh thnh nh my sn xut thc phm ng gi ti Bnh Dng v tung sn phm Snack Poca khoai ty cao cp vo th trng. PepsiCo l cng ty ton cu, kinh doanh nc gii kht v thc phm hot ng kinh doanh trn 100 nm nay. PepsiCo cung cp nhng sn phm p ng nhu cu v s thch a dng ca ngi tiu dng, t nhng sn phm mang ti s vui nhn, nng ng cho n nhng sn phm c li cho sc khe v li sng lnh mnh. Tr s chnh PepsiCo c t ti Purchase, New York. S mnh PepsiCo ra l: Tr thnh cng ty hng u v sn xut hng tiu dng, tp trung ch yu vo thc phm tin dng v nc gii kht. Chng ti khng ngng tm kim v to ra cc hiu qu ti chnh lnh mnh cho cc nh u t, to c hi pht trin v em li nhiu li ch kinh t cho nhn vin, cc i tc kinh doanh v cng ng ni chng ti hot ng. Chng ti lun phn u hot ng trn c s trung thc, cng bng v chnh trc trong mi hnh ng ca mnh.

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Chin lc sn phm mi Number 1 Soya u Phng

Cng ty Pepsico Vit Nam a ra th trng sn phm sa u nnh Body Naturals, c ch bin t u nnh Canada giu m cng tinh cht yn mch, ln u tin c mt ti Vit Nam. Bt u t 1.4.2007, sn phm ny c bn trn th trng. Tuy nhin vi sn phm sa u nnh Body Naturals th t ngi tiu dng Vit Nam c bit n v sn phm ny khng c Pepsi ch trng pht trin th trng Vit Nam. d. Cng ty sa u nnh Vit Nam VINASOY. L mt cng ty hot ng chuyn bit ha v ngnh sn xut sa u nnh v cc sn phm v sa. VinaSoy c nhng bc pht trin vng chc v tr thnh doanh nghip dn u v sa u nnh v bao b giy trn c nc. Tc tng trng bnh qun cao, t nm 2003 n nay l 167%/nm chim khong 50% th phn tiu th c nc, c bit nm 2009 chim n 73% th phn c nc. Vinasoy c 2 sn phm sa u nnh thng mi chnh l sa u nnh m en VinaSoy v sa u nnh Fami. Vi 2 loi bao b l hp giy v bch giy. Vi dy chuyn thit b do tp on TetraPak Thy in cung cp, l h thng thit b sn xut sa u nnh ng b duy nht ti Vit Nam. Kt hp vi vic p dng cng ngh Tetra AlwinSoy, h thng ny to nn s t ph v cht lng sa u nnh m hng v t nhin, va m bo cc thnh phn dinh dng qu gi trong u nnh. Cht lng sn phm ca VinaSoy lun n nh v an ton nh vic qun l cht lng theo h thng tiu chun quc t ISO 9001:2000 v tiu chun v sinh an ton thc phm HACCP. 2.1.4. Ma trn nh gi cc yu t bn ngoi (EFE) i vi tp on Tn Hip Pht. STT Cc yu t mi trng bn ngoi C hi /Thch thc (O/T) T O O O O O Mc quan trng 0.04 0.03 0.06 0.09 0.05 0.12 Kh im nng quan phn trng ng 3 2 4 4 4 4 0.12 0.06 0.24 0.36 0.20 0.48
24

1. 2. 3. 4. 5. 6.

Hi nhp kinh t Kinh t khu vc n nh Quy m, c cu dn s Trnh vn ha dn c Thu nhp dn c Thi , th hiu, thi quen v hnh vi

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Chin lc sn phm mi Number 1 Soya u Phng

ca ngi tiu dng 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. Tng im quan trng l 3.21 cho thy Tn Hip Pht ang phn ng kh tt vi cc tc ng t mi trng ngoi. 2.2. CC YU T MI TRNG NI B DOANH NGHIP. 2.2.1. Tn tui trong ngnh v trn th trng. Tn Hip Pht l mt trong nhng doanh nghip c tn tui ln trong ngnh nc gii kht th trng Vit Nam vi nhiu sn phm i u v cht lng cng nh doanh thu ti Vit Nam nh: tr xanh 0! , tr tho mc Dr. Thanh, nc tng lc Number 1, sa u nnh Number 1 Soya T khi thnh lp n nay, vi trn 13 nm hot ng kinh doanh, sn xut, phc v cc tng lp ngi tiu dng, tp on Tn Hip Pht c khch hng tin cy v nh gi cao cht lng sn phm v phong cch phc v. Cng ty n v t lin tc 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, Tp on 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/Q-SHTT cp ngy 24.1.2007). Bin i kh hu Lm pht Li sut Chnh sch ca Nh nc Cuc vn ng Ngi Vit dng hng Vit Xu hng pht trin ca ngnh Cc nh cung ng i th cnh tranh trc tip Sn phm thay th Ngun nguyn liu Tng T T O O O O O T T T 0.02 0.03 0.04 0.04 0.08 0.06 0.05 0.14 0.10 0.05 1.00 2 3 2 3 4 3 3 3 2 3 0.04 0.09 0.08 0.12 0.32 0.18 0.15 0.42 0.20 0.15 3.21

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Chin lc sn phm mi Number 1 Soya u Phng

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 Tp on Tn Hip Pht sn xut c bo h s hu tr tu. Ngoi ra Tn Hip Pht c cp bo h nhn hiu bia Laser ca cng ty ti Singapore v Australia. Cng ty Tn Hip Pht l mt n v kinh doanh c uy tn ln, mng li phn phi rng khp trn ton lnh th Vit Nam, vi cc chi nhnh i din v i l phn phi m bo kh nng phn phi nhanh chng v hiu qu cc sn phm bia v nc gii kht ng chai n mi ni khi c nhu cu, vi gi c hp l. Tp on 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 qun l nh nc tng bng khen, giy khen, k nim chng v cht lng sn phm v dch v chm sc khch hng. Tp on Tn Hip Pht c bit ch trng n cht lng. Thng 1/2007, tp on Tn Hip Pht c c quan qun l cht lng quc t Det Norske Veritas (H Lan) nh gi t tiu chun ISO tch hp gm 9001:2000, 14001 v V sinh an ton Thc phm HACCP. Tp on Tn Hip Pht c h thng dch v chm sc khch hng trc, trong v sau bn hng c cht lng tt nht, th hin vn ha vn minh thng nghip cao nht trong kinh doanh. i ng cn b cng nhn vin ca cng ty c trnh khoa hc k thut, nhit tnh, c trch nhim cao, sn sng p ng yu cu phc v ca mi khch hng. 2.2.2. Quy m, v tr nh my v ni kinh doanh. Din tch xy dng: vn phng 6.037m2, nh my 77.511m2, kho 45.552m2 vi cc trang thit b sn xut v kim sot h thng qun l mi trng. Tr s chnh ta lc ti 219 quc l 13, huyn Thun An, tnh Bnh Dng, c quy m nh my sn xut rng hn 110.000m2, vi cc trang thit b, dy chuyn cng ngh nghin cu v sn xut hin i bc nht ng Nam . 2.2.3. K thut Cng ngh. Mi y, Tp on Tn Hip Pht la chn IBM tr thnh i tc h tr cng ty trong vic xy dng mt nn tng cng ngh thng tin (CNTT) nng ng. Nhng sn phm v gii php m IBM cung cp s gip THP c c mt nn tng thng minh hn, qun l cc ngun lc mt cch hiu qu, p
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Chin lc sn phm mi Number 1 Soya u Phng

ng cc yu cu hin ti cng nh nhu cu pht trin v m rng trong tng lai. i din Tp on THP cho bit: Sn xut v kinh doanh mt danh mc cc sn phm ung phong ph, Tp on THP c nhng bc pht trin vt bc khin cc ng dng ERP v nn tng CNTT ca cng ty khng cn thch hp. THP cn phi c mt nn tng mnh, linh hot, ng tin cy v lun sn sng, cho php cng ty c th m rng kinh doanh ca mnh bt k khi no. Sau khi cn nhc cn thn cc nh cung cp CNTT c ting, THP tin tng vo mi quan h hp tc ton cu gia cng ty IBM v nh cung cp gii php SAP. THP la chn ng dng ERP ca SAP chy trn nn tng ca IBM, bao gm my ch IBM Power p550, my ch phin BladeCenter HS22, gii php lu tr DS4700, TS3200 v b chuyn i SAN24B. Vi 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. T nhng thnh tu t c, Tn Hip Pht l doanh nghip duy nht c qu h tr sng to k thut Vit Nam (VIFOTEC) trao gii thng WIPO - n v c nhng sng to, ng dng h thng s hu tr tu trong chin lc sn xut v pht trin thng hiu, mang li hiu qu kinh t cao nm 2008. Tp on CSC trin khai phin bn mi nht SAP R3 cho ton b cc mng kinh doanh ca Tp on Tn Hip Pht bao gm cc nh my sn xut nc gii kht v nh my ng gi bao b. Sau khi ERP c a vo s dng, quy trnh v h thng qun l cc hot ng sn xut t hiu qu ng k. Chi ph hot ng c gim thiu trong khi nng lc sn xut gia tng v cht lng sn phm c nng cao. Mt khc, kh nng tit kim nng lng v tnh linh hot ca h thng cng gia tng ng k. Nh h thng ny, Tn Hip Pht c th trin khai thc hin k hoch m rng hot ng kinh doanh ti thi im hin ti cng nh trong tng lai m vn m bo c t l thu hi vn (ROI) mc cao. Hin tp on Tn Hip Pht ang s hu cc thng hiu ni ting ca th trng ung Vit Nam nh Number 1, Tr Xanh Khng , Tr Tho Mc Dr. Thanh da trn gii php SAP.
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Chin lc sn phm mi Number 1 Soya u Phng

Ngy nay, cng ngh - k thut u pht trin kh nhanh, nhng thay i ca cng ngh nht l trong dy chuyn sn xut ung khng ga l iu ng quan tm. Nhng tin b k thut to ra nhng u th cnh tranh mi, mnh m hn cc u th hin c. V th cc cng ty vi ngun vn mnh c th nhp v nhng thit b, dy chuyn sn xut tin tin s nng cao cht lng v gim gi thnh sn phm, mu m sn phm p, mang li u th cnh tranh. Tn dng yu t THP t chc thc hin cc hot ng nhp cng ngh tin tin, cng ngh cao phc v nhu cu nng cao nng sut v cht lng sn phm. V bao b sn phm: s k tha trong khu thit k bao b to nn s khc bit tht s trong lnh vc ny. THP to ra cc loi chai nha PET, chai thy tinh ti s dng, hp giy Tetra Park v lon rt thun li cho ngi tiu dng. Cng ngh mi trng ngy cng hin i v d tip cn gip doanh nghip gii quyt vn mi trng mt cc tt nht. Nhc im duy nht l cc cng ngh ny thng kh tn km. Hin nay cng ngh truyn thng ca Vit Nam v ang pht trin mt cch rt mnh m, gip cho doanh nghip qung b v hnh nh ca sn phm cng ty mt cch d dng hn ti ngi tiu dng bng nhiu cch khc nhau: qung co trn Internet, trn truyn hnh, show qung co THP lm chin dch truyn thng kh tt, u t khng t vo truyn thng qung b cho mi ngi bit v hnh nh v li ch ca thng hiu sn phm. 2.2.4. C s vt cht. Tn Hip Pht t ho l mt trong nhng n v trong nc s hu nhiu cng ngh sn xut, dy chuyn hin i bc nht Vit Nam nh dy chuyn chit lnh v trng Aseptic, dy chuyn sn xut bia ti Nm 1996: chuyn i cng ngh, nhp dy chuyn sn xut nc gii kht ln men v sa u nnh. Lin tc ci tin cng ngh v quy trnh k thut, sn xut bia hi, bia chai. Nm 2002: xy dng nh my bia hin i vi dy chuyn sn xut hon ton t ng ca c. Nm 2004: sn xut sa u nnh vi cng ngh tch v tin tin ca Nht Bn, ln u tin p dng ti Vit Nam. Nm 2005: dy chuyn Tr Xanh Khng , dy chuyn Aseptic.

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Chin lc sn phm mi Number 1 Soya u Phng

2.2.5. Ngun nhn lc.

Tng s cn b cng nhn vin ca cng ty TNHH TM DV Tn Hip Pht trn 2000 ngi, bao gm cc chuyn gia nc ngoi, k s, chuyn vin, nhn vin v cng nhn. Trong , c 720 nhn vin c o to nghip v chuyn mn ti cc trng i hc, cao ng trn c nc v 90% c kinh nghim lm vic cc cng ty, tp on ln ang hot ng ti Vit Nam. Cng vi i ng cng nhn vin tham gia vo hot ng sn xut, hn 300 k s, chuyn vin, nhn vin c trnh nghip v, tay ngh cao c chuyn gia nc ngoi hun luyn thc t trong qu trnh lp t, vn hnh cc dy chuyn cng ngh. 2.2.6. Ti chnh. Hin nay Tn Hip Pht ch ng s dng ngun vn ca mnh u t v ci tin cho dy chuyn sn xut. ng thi h cng u t v nghin cu pht trin cc dng sn phm mi sao cho ph hp vi ngi tiu dng. Khng ch vy, h cn tp trung u t m rng cc knh phn phi ca cng ty nhm m bo sao cho sn phm ca doanh nghip n vi tay ngi tiu dng mt cch tin li nht. Cng ty cn ch trng cho vic u t v pht trin nhn s cho cc phng ban, h o to cc nhn vin ca cng ty c th p c vic hi nhp vi th trng. Vi vic tp trung vo ngnh hng sn xut kinh doanh nc gii kht nn vic lun chuyn vn ca Tn Hip Pht lun lun linh hot. Kh nng d bo, kim sot ca b my ti chnh v G ti chnh: vi i ng nhn vin c trnh cao nht l b phn ti chnh, do kh nng d bo v kim sot v vn ti chnh ca cng ty lun c m bo. 2.2.7. Marketing. Thng tin v sn phm mi c cp nhp kp thi cho c cng ty, thnh vin. Cc i bn hng c hun luyn cng phu, thc hin nghim tc, cc ti liu tp hun ph hp vi nhu cu kin thc ca tng nhn vin. Cc ti liu chun b sn sng phc v cho cng tc gii thiu sn phm, bn hng ti a im bn. Tuyn truyn qung co t ri cc chng trnh thi ua khen thng, kinh ph trin khai c chun b cng phu v thc hin nghim tc. 2.2.8. Nghin cu v pht trin. Nghin cu v pht trin tp trung vo vic thit k sn phm v qu trnh sn xut. Mt nghin cu ca AsianPanel VN v vic dng ung cho thy xu hng s dng cc loi nc gii kht c li cho sc khe ang bng n
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Chin lc sn phm mi Number 1 Soya u Phng

Vit Nam, c bit cc thnh ph ln. khi tin trong ti tr nn d d hn, ngi dn chuyn sang la chn cc sn phm c ngun gc t thin nhin b dng cho sc khe nh sa, cc ch phm t sa, nc tri cy sinh t, nc ung ng chai Ngy nay, vic t tp bn b, ng nghip nhng qum gii kht sau gi hc, sau gi lm vic l rt thng xuyn ca gii tr v nhn vin vn phng. p ng c nhu cu ca cc i tng ny th doanh nghip s c hng pht trin ng n v mang li li nhun cao. V t lu ngi vit rt gn gi vi nhng sn phm ung t thin nhin nh tr xanh, b ao, nc ct da c bit ung tr l mt nt vn ha lu i trong phong tc ca ngi vit. Tr ging nh mt l nghi gi vai tr giao lu gia cc tng lp trong x hi, khng phn bit tn gio. T cng ty nghin cu ra sn phm mi: tr xanh 0 v tr tho mc Dr.Thanh. i tng ca sn phm hng n l khng gii hn, phc v c mi tng lp mi la tui, p ng c nhiu nhu cu ca khch hng. Thit k sn phm m bo s an ton v cht lng cho khch hng. Ph hp vi tp qun ca ngi dn Vit Nam. 2.2.9. B phn dch v khch hng. Vai tr ca b phn dch v khch hng l cung cp dch v hu mi v h tr. B phn ny hot ng nhm gii quyt kp thi vng mc v kh khn ca khch hng. Chun b th mc nng v ng dy nng kp thi gii p thc mc hng dn cho khch hng. Ch trng chm sc khch hng v mi nhu cu ca khch hng u c phc v tn tnh chu o, c m bo an ton, v ring t nu khch hng yu cu. Vi phng chm lm vic phc v khch hng tt nht pht trin. Ngoi cng vic gii p nhng thc mc ca khch hng th b phn ny thu hi li nhng phn nh ca khch hng v sn phm, nhng k vng ca khch hng v dch v v sn phm ca cng ty. 2.2.10. Sn xut. Hin nay, cng ngh k thut u pht trin rt nhanh, nhng thay i ca cng ngh nht lag trong dy chuyn sn xut ung l iu ng quan tm. Nhng tin b k thut to ra nhng u th cnh tranh mi, mnh m hn cc u th hin c. Tn dng yu t Tn Hip Pht t chc thc hin

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Chin lc sn phm mi Number 1 Soya u Phng

cc hot ng cng ngh tin tin, cng ngh cao phc v nhu cu nng cao nng sut v cht lng sn phm. V bao b sn phm THP to ra cc loi chai nha PET, chai thy tinh ti s dng, hp giy v lon rt thun li cho ngi tiu dng. 2.2.11. Ma trn nh gi cc yu t bn trong (IFE) ca tp on Tn Hip Pht. STT Cc yu t ni b 1. Hnh nh cng ty v uy tn thng hiu 2. Quy m sn xut kinh doanh 3. Yu t cng ngh 4. Kh nng ti chnh 5. Trnh qun l 6. Ngun nhn lc 7. H thng phn phi 8. Hot ng nghin cu v pht trin 9. Cht lng sn phm 10. Ch ng ngun nguyn liu 11. Nng lc pht trin Tng im quan trng l 3.36 cho thy Tn Hip Pht c sc mnh ln t ni b doanh nghip. 2.3. MA TRN PHI HP NHNG IM MNH YU CA TP ON TN HIP PHT VI NHNG C HI THNH THC (MA TRN SWOT). S O: S dng th mnh nm bt c hi: S1: Hnh nh cng ty v uy tn thng hiu ca tp on Tn Hip Pht c ng o khch hng bit n thng qua cc sn phm cht lng, lu i v c uy tn trn th trng nh tr xanh 0! , tr tho mc Dr. Thanh,
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im mnh Mc Kh im /im yu quan nng quan (S/W) trng p ng trng S W S S S S S S S W S 0.20 0.10 0.05 0.10 0.04 0.05 0.06 0.05 0.20 0.10 0.05 1 4 3 3 2 2 3 3 3 4 4 3 0.80 0.30 0.15 0.20 0.08 0.15 0.18 0.15 0.80 0.40 0.15 3.36

Tng

Chin lc sn phm mi Number 1 Soya u Phng

nc tng lc Number 1, sa u nnh Number 1 Soya. S4: Trnh qun l ca Tn Hip Pht ang c nh gi cao sau khi a ra cc chin lc thnh cng vang di nh chin lc sn phm tr Dr. Thanh. S5: Vi h thng phn phi c sn trn th trng, c bit th trng min nam vi mng li nh phn phi dy c. O2: Thi , th hiu, thi quen v hnh vi ca ngi tiu dng rt lc quan khi h u tin cho cc sn phm chit sut t thin nhin c li cho sc khe. S1S4S5O2: p dng kinh nghim trong cc chin lc thnh cng trc v h thng phn phi tt tung ra sn phm mi ph hp vi nhu cu ca th trng. S2: Yu t cng ngh l mt trong nhng yu t m Tn Hip Pht ang i u trong ngnh nc gii kht th trng Vit Nam, vi nhiu dy chuyn cng ngh hin i v tin tit bc nht ng Nam . S3: L mt tp on ln th trng Vit Nam, hn na Tn Hip Pht li l cng ty i u trong ngnh nc gii kht khng gas nn mang li nhiu thnh qu ln chnh v th cng ty khng ngng ln mnh. S6: Cng ty lun t ra mc tiu cao v cht lng sn phm. O1: Vit Nam vi dn s 87 triu dn v ang tng vi tc trung bnh 1,2%/nm, c cu dn s tr. Hn th l tc thi ha nhanh. S2S3S6O1O2: Chin lc to s khc bit vi i th chim lnh th phn nh nhng im mnh ca Tn Hip Pht m cc cng ty khc Vit Nam khng c c. O4: Cuc vn ng Ngi Vit dng hng Vit khin ng o ngi Vit tham gia hng ng ng h cc sn phm do cc doanh nghip Vit Nam to ra v y cng l chng trnh c a vo mc tiu quc gia thc y cc doanh nghip Vit pht trin. S3O4: Tham gia tch cc vo chng trnh hnh ng Ngi Vit dng hng Vit v tham gia ti tr cho chng trnh ngy cng ln mnh, pht trin nhm mc ch nng cao uy tn vi cc i tc, to s thn thin vi khch hng Vit v to c hi nng cao th phn t cc doanh nghip sn xut nc gii kht ca nc ngoi Vit Nam. S T: S dng im mnh vt qua thch thc: T1: Khi Vit Nam tham gia vo cc t chc kinh t khu vc (ASEAN, ASEAN+3) v cc t chc kinh t th gii (WTO) mang li cho cc doanh
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Chin lc sn phm mi Number 1 Soya u Phng

nghip nhiu c hi pht trin mi nhng cng gp phi nhiu thch thc vi cc tp on kinh t mnh v nhiu mt tham gia vo th trng vi nhiu doanh nghip cn non tr. S3S4T1: Khi hi nhp i hi Tn Hip Pht phi chi ra nhng khon ngn sch ln hn cho cc d n mi v nhng k nng qun l tt ngun nhn s cng nh tin bc ca cng ty s gip Tn Hip Pht sc cnh tranh vi cc doanh nghip, tp on nc ngoi tt hn. T2: i th cnh tranh trc tip. T3: Sn phm thay th trn th trng rt a dng v c by bn khp ni. S1S3S6T2T3: To ra nhng sn phm c trng d nhn dng thu ht s la chn hay s u tin la chn sn phm ca Tn Hip Pht. W O: Hn ch, khc phc im yu nm bt c hi: O3: Chnh sch ca Nh nc ang ngy cng u i hn cho cc doanh nghip Vit vi nhiu chnh sch u i nh gim li xut huy ng cho mt s ngnh ngh kinh doanh. W1: Quy m sn xut kinh doanh ca Tn Hip Pht l tng i ln vi th trng trong nc nhng vi cc tp on ln v nc gii kht nh Coca-cola hay Pepsi l Tn Hip Pht qu nh, hn th Tn Hip Pht mi tp trung th trng ch yu min nam vi nh my ti Bnh Dng. O1O3W1: M rng quy m sn xut p ng tt hn nhu cu ca th trng. W2: Vi ngun nguyn liu ph thuc nhiu vo s thay i ca thi tit v sn lng gim dn trong khi th nhu cu ngy cng tng. O2W2: Vy Tn Hip Pht cn ch ng to ra cc ngun nguyn liu n nh, sch p ng nhu cu ngy cng cao v cht lng v sn lng ca khch hng.

The Boys of Marketing Group

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Chin lc sn phm mi Number 1 Soya u Phng

Ma trn phi hp nhng im mnh yu ca tp on Tn Hip Pht vi nhng c hi thnh thc (Ma trn SWOT). im mnh (S) im yu (W) S1: Hnh nh cng ty v W1: Quy m sn xut uy tn thng hiu kinh doanh S2: Yu t cng ngh SWOT S3: Kh nng ti chnh S4: Trnh qun l S5: H thng phn phi S6: Cht lng sn phm C hi (O) Chin lc S O - S dng nhng im mnh ca cng ty tn dng pht trin trn mt th trng trong nc ang ln mnh v y tim nng, khi c s h tr t nhiu pha i vi cc doanh nghip Vit. Chin lc S T Chin lc W O - Khc phc nhng im yu ca cng ty mt cch trit nhm tng sc mnh ca cng ty v tn dng c nhng c hi tt m th trng mang li. W2: Ch ng ngun nguyn liu

O1: Quy m, c cu dn s O2: Thi , th hiu, thi quen v hnh vi ca ngi tiu dng O3: Chnh sch ca Nh nc O4: Cuc vn ng Ngi Vit dng hng Vit Thch thc (T)

Chin lc W T

T1: Hi nhp kinh t - S dng sc mnh ca T2: i th cnh tranh cng ty y li trc tip nhng thch thc nhm T3: Sn phm thay th tin xa hn cc i th cnh tranh trong ngnh nc gii kht.

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Chin lc sn phm mi Number 1 Soya u Phng

CHNG 3: CHIN LC PHT TRIN SN PHM MI NUMBER 1 SOYA U PHNG

3.1. NGHIN CU V PHT TRIN. 3.1.1. Nghin cu th trng. Nghin cu th trng lun l cng vic quan trng v lin tc xuyn sut trong qu trnh kinh doanh. Vic nghin cu th trng gip doanh nghip c th nm bt c nhng mong mun cho sn phm ca mnh, t gip chng ta hiu v sao dng sn phm Number 1 Soya ang ri vo giai on bo ha nh by gi. T nhng nghin cu ch ra rng: Ngi tiu dng c nhng i hi cao hn, kht khe hn cho sn phm v h cn mt sn phm mi, mt hng v mi v quan trng hn c phi l sn phm dnh cho sc khe. Khng nghi ng g na, khch hng ca chng ta ang yu cu mt s ci tin dnh cho sn phm v thc y s pht trin cng nh cnh tranh tt hn chng ta cn n lc p ng nhng yu cu .V bi nghin cu ln ny cn t c: Nhng mong mun ca ngi tiu dng cho sn phm mi: hng v, cht lng, bao b, thit k, mc gi Vi hng v u phng th mc chp nhn ca khch hng l bao nhiu? l iu cn thit phi nghin cu trong giai on u. 3.1.2. Nghin cu sn phm. Nghin cu sn phm l cng vic quan trng tip theo m mt khi doanh nghip tm hiu k v mong mun p ng c nhng mong mun cng nh yu ca ca khch hng mnh. Sau khi kt qu Nghin cu th trng ch ra c mc thch hp v mc chp nhn ca ngi tiu dng cho sn phm mi Number 1 Soya u phng. Th bn thn cng ty cng cn c nhng nghin cu khch quan v sn phm nhanh chng a vo sn xut. Vic a ra tng v thc hin cn song song thc hin mc d nhiu ln hai cu chuyn ny khng ng hnh cng nhau, v thnh cng chng ta cn nghin cu cc vn v sn phm ca mnh nhng kha cnh: Cc c tnh ca u phng, u nnh: u phng v u nnh v bn cht ct li l tng t nhau v ngun gc tin ha chung t cy h u m ra. C u phng v u nnh cng nh nhng cy h u khc u cha
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Chin lc sn phm mi Number 1 Soya u Phng

nhiu Protein, cht x v cc khong cht. Ring hai loi cy h u ny cn c nhng c trnh ring bit v vt tri nh cha nhiu Li-pit thc vt. V th sau khi sn xut th v ca chng cn l nguyn liu c gi tr cho nghnh sn xut khc l cng nghip du thc vt. Kh nng kt hp ca hai loi u cho ra i dng sn phm Soya- u phng: Nh tnh tng ng nn u phng v u nnh kh d dnh trong vic kt hp v khng to ra mt phn ng ha hc nguy hi no n sc khe ngi tiu dng. Bn cnh mi thm ca u phng c rang ln ha nguyn vi kt tinh u nnh, tht s to nn mt mi thm d chu v d chp nhn. Mu sc c trung ca sn phm sau khi c kt hp mang c im ni tri ca u phng mu sm v song snh ca u nnh. Cc cht ph gia h tr: cc cht bo qun c quy nh bi B Y T. Cc cht dinh dng v li ch ca ngi tiu dng khi c s dng loi sn phm ny: Ngoi cng dng l gii kht sm phm Soya u phng thc s l sn phm mi - sn phm cht lng cho cuc sng v sc khe. Vic giu cht dinh dng thit yu nh: Protein, cht x v khong cht, Number 1 Soya u phng mang n y ngun nng lng cho mt ngy hot ng mt nhc. Lipit gip chuyn ha Cansium gip xng cng cp v trnh cc mi lo ngi v xng khp. c bit u phng gip hn cht vic gia tang nng Gluco trong mu thc s l sn phm tt dnh cho c nhng ngi tiu ng. Sn phm t ph Number 1 Soya u phng khng nhng ngon m cn l sn phm dinh dng v c ch cho mi ngi. Vt liu bo qun tt nht: Hp giy, chai nha hay chai thy tinh. an ton ca sn phm: Mc d c nghin cu v tnh an ton. Tuy nhin trnh nhng ri ro v m bo tuyt i cho ngi s dng trc khi i vo th trng sn phm s c kim nghim k phng th nghim sau th trn ng vt. Mi ngy con vt c a vo th nghim ny s c ung khong 900ml sa tng ng vi 3 hp sa giy. Sau mt thng th nghim s nh gi li mc phn ng cng nh sc khe ca chng. 3.2. SN XUT. 3.2.1. Nguyn liu. u phng l loi cy a nhit v c trng nhiu cc quc gia nhit i. Vit Nam may mn nm trn vnh ai nhit i gi ma, l quc gia c iu kin kh hu ph hp cho nhiu loi cy lng thc v hoa mu pht
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Chin lc sn phm mi Number 1 Soya u Phng

trin trong c u phng. Thuc dng h u v cng nh cc dng tc ca mnh cy h u a sng v a nhit, v th n c trng nhiu cc vng c kh hu nng m. Cc tnh duyn hi min trung lun l ni din tch trng loi cy ny cao nht nc. Ngoi c trng cc tnh min trung y nng gi th cy u phng hay cn gi l lc cn pht trin mt vi tnh ng bng Sng Cu Long, trong tnh Tr Vinh c xem l va trng ln nht ca khu vc Nam B. Huyn Cu Ngang l a phng dn u v din tch trong ni y v dn u cc tnh ng bng Sng Cu Long. V th vic u t, thu mua, vn chun nguyn liu s c n nh t a im ny (V y l khu vc va cung cp c ngun ln nguyn liu v gn c s sn xut ti Bnh Dng nht). m bo ngun nguyn liu cht lng v p ng cho sn xut ta cn: Kho st tnh hnh trng trt, kh nng sn xut cung ng v kh nng thu mua ca doanh nghip. K kt cc hp ng trc tip v cung ng v thu mua nguyn liu vi cc h trng trt thng qua a phng, khng qua khu mi li trung gian. Kt hp vi b Nng Nghip nh gip v k nng trng trt v chm sc t cht lng cao nht v ph bin cng nh hng dn li cho b con ni y. 3.2.2. C s vt cht. Li th ln nht cho Tn Hip Pht trong vic sn xut Number 1 Soya u phng chnh l k tha v s dng song song vi cc c s cng nh my mc thit b hin c trong dy chuyn sn xut dng sn phm Number 1 Soya hin ti. Tn Hip Pht s khng mt mt khong u t qu ln trong vic mua cc tht b cng nh cng ngh sn xut mt sn phm mi, v th tit kim c rt nhiu chi ph. iu quan trng y l vic u t cho nng cao trnh sn xut ca cng nhn hay u t thm nhng trang thit b gip cho tng cht lng sn phm v sn xut: V d nh: my tch ht, my p du, dy chuyn in n chai hp 3.3. A SN PHM RA TH TRNG. a sn phm ra th trng l bc quan trng nh gi xem s thnh bi ca sn phm trn thc t. V th quyt nh a ra sn phm nh th no? Khong thi gian ti u? V vic kt hp c th t hiu qu tt nht? l mt bi ton m chng ta cn tnh ton k lng, chi tit v khng sai s.

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Chin lc sn phm mi Number 1 Soya u Phng

S k hoch: 3.3.1. Giai on gii thiu sn phm. T thng 10/ 2011 n thng 2/ 2012:

Mc tiu: Giai on gii thiu l bc khi ng v l bn p cho sn phm trc khi chnh thc bc ra th trng. Trong giai on ny chng ta khng nhng a hnh nh sn phm mi n gn ngi tiu dng m bn cnh cho khch hng thy c nhng li ch ban u v mt sn phm cht lng v tt cho sc khe ca mi ngi. Cc chng trnh p dng: V sn phm mi cn c mt lc y v bn p vng chc trc khi tung ra th trng nn trong giai on ny chiu th l phng php ch trng a hnh nh sn phm mi n vi ngi tiu dng mt cch rng ri. Chin lc phi m bo c s lng c th khch hng bit n ci tn Soya - u phng d n cha ra th trng, to mt s mong i nht nh ca khch hng trong tm l t m v khm ph ci mi. Nhng iu ny chnh l bc dn ng chu o cho sn phm bc ra th trng. + Qung co, gii thiu hnh nh sn phm: tng qung co: Thng tin v mt sn phm mi sp xut hin trn th trng. Hnh nh a ra s l nhng bn tr ang sc si v tim kim tn hng mt ngun nng lng mi Number 1 Soya u phng iu quan trng a ra l thng tin sn phm s h l dn qua cc k qung co to nn mt ln sng t m, n ch. Thi gian thc hin: Sut thi gian gii thiu sn phm. + PR trn cc bo, cc bo tp ch: Nhn mnh n li ch v cng dng ca u phng, u nnh. PR v nhng li ch ca sn phm l iu quan trng trong xu hng tiu dng hin ti. Gi y khi ngi tiu dng ngy cng quan tm hn n sc khe ca bn thn v gia nh trong quyt nh la chn sn phm, th vic PR v nhng tc ng tch cc v nhng cng dng ca u nnh v u phng dn sc khe ca con ngi. Thi gian p dng: Cui thng 12/2011. Vo khong thi gian ny khi qung co phn no tc ng t nhiu n nhn thc v nh v trong lng ngi tiu dng th a ra cc chng trnh PR s cng c v gip khch hng an tm v nhng thng tin qung co m cng ty a ra trc . Bn cnh khong thi gian ny gn vi thi gian tung sn phm, iu ny
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Chin lc sn phm mi Number 1 Soya u Phng

gip khch hng nh v nhanh chng nhc li khi sn phm xut hin trn th trng. Bo c chn: Bo Ph N, bo Tip Th V Gia nh l 2 bo chnh v cc bo, tp ch, bo in t, mng x hi Hai t bo ny theo thng k l bo c nhiu cc m, cc c, cc bn n thuc mi tng lp v ngnh ngh la chn nh ngun cung cp thng tin hu ch v cc sn phm v t vn v sc khe cho cc thnh vin trong gia nh mnh v bn thn cc nh ni tr l ngi ch yu a ra quyt nh mua sn phm cho gia nh. V th s l la chn chin lc ca cng ty khi a ra sn phm ny: Sn phm dnh cho sc khe. + Chng trnh dng th sn phm: Mc ch: Sn phm d c chun b chu o th vn chu nhng tc ng ca cc yu t bt ng ca mi trng v t bn thn ngi tiu dng. chc chn li nhng g doanh nghip nghin cu v mt trng, khch hng v sn phm y chnh l c hi v ln th nghim cui cng v chnh xc nht nh gi chnh xc hn nhng mong mun v khu v ca ngi tiu dng. Hn th na s dng th l cch nhanh nht cng ty khng nh li nhng thng tin v cam kt vi khch hng v mt sn phm cht lng. T xut pht im v thi quen lo ngi v thch dng th ca ngi Vit Nam th chng trnh l s cn thit sn phm to uy tn trong lng khch hng. Thi gian p dng: Vo thng 1/2012. Khu vc trin khai: Ba thnh ph ln l thnh ph H Ch Minh, Nng v H Ni. + Nghin cu v lp bo co v phn ng ban u v mc hi lng ca ngi tiu dng: Hot ng ny c tin hnh trc tip sau nhng bui dng th xc nhn thng tin ban u v mc hi lng ca khch hng v mu m, bao b v quan trng nht l hng v sn phm mi. nh gi khch quan ca ngi tiu dng cho chng ta bit mc hi lng ca khch hng i vi sn phm v nhng nhn nh nh gi khch quan ca khch hng v sn phm mi. 3.3.2. Giai on a sn phm ra th trng. Thi gian: Thng 3/ 2012: Mc tiu: Da trn cc chin lc v s kt hp gia cc b phn nhanh chng a sn phm n tay ngi tiu dng v bao ph th trng. Cc chng trnh p dng:
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Chin lc sn phm mi Number 1 Soya u Phng

3.3.2.1. V sn phm.

Khng ngng a dng ha sn phm, p ng nhu cu phong ph ca ngi tiu dng, mi y Tn Hip Pht va tung ra v mi cho dng sn phm Number 1 Soya. chnh l Number One Soya u phng, thc ung dinh dng c sn xut trn dy chuyn cng ngh hin i ca Nht Bn, bo m tuyt i v sinh an ton thc phm. Cng ngh tch v Nht Bn v loi b ti du ny lm cho sa u phng Number One Soya tr nn tinh khit bc nht. Da trn nguyn tc dng hi nng gia nhit ht u nhn, ri lm mt t ngt, khin v bong ra khi ht nhn bn trong. Nh , ht u phng c tch v v loi b ti du d dng m cht lng ht hu nh khng thay i. Chnh v th, sa u phng Number One Soya l mt bc tin vt bc so vi sa u phng c ch bin theo cch truyn thng. Nu ch bin sa u phng theo cch thng thng, chng ta phi tn thm thi gian kh lu v cht lng cha chc m bo c v sinh an ton, vi quy trnh sn xut khp kn, thit b hin i cng cng ngh tit trng hp l, ngi tiu dng c th yn tm tn hng sn phm sa u phng Number One Soya rt b dng v m bo v sinh an ton thc phm. Nhiu cng trnh nghin cu ca cc nh khoa hc thuc trng i hc Alabama (Hoa K) cng b: ngoi vic cung cp dng cht cho c th, u phng cn c tc dng chng li cc loi vi khun gy nhim trng, rt tt cho h tiu ha, cha nhiu km tt cho no b, c li cho nhng ngi b tiu ng. Nhng sn phm t u phng c th thay th tht ng vt, cung cp cht m cho c th m khng c cholesterol, hon ton ph hp vi xu hng m thc hin i vn hn ch cc loi thc n nhiu cht bo. V vy, ung sa u phng Number One Soya kt hp vi vic tp th dc u n, l mt cch hu hiu gip bn c mt vc dng cn i v mt c th khe mnh. Thit k bao b: Bao b sn phm l ngi bn hng im lng, nu mt sn phm ring l th khch hnh t ch n bao b, nhng t sn phm trn mt quy hng bn l vi hng chc sn phm cng loi th chng khc no mt cuc thi hoa hu, mi sn phm phi chng minh "nhan sc" ca mnh qua bao b. Bao b l phn d nhn thy nht ca sn phm mang kh nng kch thch ngi mua. Ngi mua hng mun g bao b? Trc ht l yu t thm m, "bt mt". Trc nhiu sn phm c thng hiu xa l, cha dng bao gi, ngi mua hng b thu ht bi bao b c kiu dng p, c hnh nh, kiu ch trnh by gy n tng. Th n l thng tin trn bao b. mc ti thiu, bao b phi c nhng thng tin nh tn nhn hiu, n v
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Chin lc sn phm mi Number 1 Soya u Phng

sn xut, thnh phn, s lng, cch s dng, hn s dng Cui cng l s tin dng: d m, d s dng, d ct tr v c th ti s dng. Ngi bn l, nhn bao b sn phm di mt kha cnh khc: h mun hng ha ng trong bao b (thng giy, hp kim loi) phi d vn chuyn, bo qun, hng bn trong phi ng s lng ghi trong bao b. Kiu dng bao b phi tin li cho vic trng by, c th xp chng ln nhau trn k hng. V ngi bn cng cn nhng thng tin trn bao b gii thch cho khch hng khi khch hng ch hi s qua mt hng no m cha quyt nh mua. i vi mt doanh nghip kinh doanh nghim tc, bao b sn phm khng ch l yu t thm m. Vic thit k bao b nm trong nh hng ca chin lc tip th sn phm. Nhn thc c tm quan trng ca bao b v nhn hiu sn phm, qua nhiu ln nghin cu v ci tin, cng ty Tn Hip Pht thit k ra loi bao b c trng cho sn phm Number 1 Soya u phng nhng vn m bo c tnh u vit v chc nng ca n. Vi s thnh cng ca dng sn phm Number 1 Soya, Tn Hip Pht vn tip tc k tha v pht huy mu m thit k ca Number 1 Soya u nnh gm dng chai 250ml, hp giy 200ml v chai nha 250ml, vi tng mu ch o l mu nu nhc c trng ca sa u phng, to cho ngi tiu dng cm gic thch th, l lm v vi sa u phng ng chai, ng hp, thi gian lu tr c th ko di ln n c nm th ngi tiu dng tm c phng n tin li hn so vi vic t lm sa u ti nh, hoc mua sa u nu th cng ti cc c s nh l (v ch s dng trong ngy) nhng khng m b an ton v sinh thc phm cng nh cht lng nh thi gian trc y. Vi cng ngh UHT, trong qu trnh sn xut, sa u phng c tit trng nhit rt cao (137- 1400C) nn tiu dit c hon ton cc vi khun gy hi. Thm vo , cng ngh ng gi v trng trong bao b giy c 6 lp bo v (4 lp PE, 1 lp giy v 1 lp nhm) s gip u phng trnh c nhng h tn tc ng t mi trng bn ngoi nh nng, gi v ngn cn mi thm sn phm bay ra ngoi. Nh vy, sn phm s n tay ngi tiu dng u snh mn, thm ngon t nhin v m bo cht lng, khng s dng cht bo qun nn rt an ton cho ngi tiu dng. 3.3.2.2. V phn phi. Do tp on Tn Hip Pht s hu knh phn phi ln mnh v rng khp cc tnh thnh trn c nc nn vic cho ra i sn phm sa u phng Soya kt hp vi chin lc tn dng knh phn phi hin c l mt iu tt yu. Vic tn dng ny gp phn gim thiu chi ph cho doanh nghip khi phi xy dng knh phn phi cho sn phm mi ng thi gip
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Chin lc sn phm mi Number 1 Soya u Phng

sn phm thm nhp nhanh v su rng trn th trng. Bng cch ny, sn phm s n tay ngi tiu dng thng qua cc knh phn phi quen thuc hay truyn thng m t trc ti nay ca doanh nghip vn s dng. iu ny s gp phn to cm gic yn tm v tin cy cho ngi tiu dng. L mt sn phm mi trn th trng, doanh nghip cng cn tp trung vo cc chnh sch u i, cc khon chit khu cho cc i l v trung gian phn phi khi h ng phn phi sn phm trn th trng. Cc chnh sch ny s lm tng tn sut xut hin ca sn phm trn th trng v gip doanh nghip bn c nhiu sn phm hn trong giai on thm nhp. Cn ch tp trung vo cc knh phn phi hin i, do xu hng tiu dng ngy cng c nng cao v hng ti cc sn phm c li cho sc khe con ngi. Khi trng by sn phm nn cung cp thm thng tin v gi tr dinh dng cng nh tc dng tt cho sc khe ca u nnh v u phng ngay bn cnh quy hng bng cc banner v t ri c trng by p mt. Vic ny cng gp phn to s ch v thu ht khch hng tim nng. Trong cn phn phi theo c im v mc tiu ca cng ty Tn Hip Pht a ra: Sn phm chai thy tinh s dng knh phn phi truyn thng l ch yu. Cc qun nc, i l v cc tp ha thuc knh phn phi c ca Tn Hip Pht s l trung gian quan trng a sn phm n khch hng. Sn phm hp giy: c nh hng l sn phm quan trng v ch yu trong chin dch bao ph th trng trong chin lc hin ti, sn phm Number 1 Soya-u phng hp giy c y mnh sn xut v phn phi ch yu ti knh phn phi hin i l siu th. Vic a ra v y mnh sn phm hp giy l li khng nh cho cam kt ca cng ty v mt sn phm cht lng v sc khe ngi tiu dng. Sn phm chai nha: l mt thit k tin li khc danh cho khch hng c phn phi rng ri c hai knh phn phi hin i v truyn thng ngi tiu dng c th d dng chn mua. 3.3.2.3. V gi. Gi l mt yu t ht sc quan trng, n phn nh cht lng sn phm cng nh thu nhp ca cng ty. Nhn thc c iu , trong chnh sch gi c ca mnh, cng ty Tn Hip Pht lun coi trng vic gim chi ph sn xut, h gi thnh sn phm thng qua vic tn dng li dy chuyn sn xut dng sn phm Number 1 Soya v gi u phng trn th trng trong nc r hn so vi gi u nnh nn cng ty ln k hoch xem xt vic h gi cho dng sn phm mi ci tin. C th nh sau:
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Chin lc sn phm mi Number 1 Soya u Phng

Number 1 Soya u phng bn l vi gi 4500/chai dung tch 250ml, 99.000/kt (24 chai) Number 1 Soya u phng loi hp giy c mc gi l 3500/hp dung tch 200ml, 72.000/thng (24 hp) Number 1 Soya u phng loi chai nha c gi 5000/chai dung tch 250ml, 110.000/kt (24 chai) 3.3.2.4. V chiu th. Chiu th l chin lc xuyn sut v thay i theo cc giai on nht nh p ng v hon thnh cc mc tiu m doanh nghip a ra. Trong giai on a ra sn phm, nhim v chnh trong thi gian u ca giai on ny l thc y v tang s nhn bit thng hiu ca sn phm mi Number 1 Soya - u phng. hon thnh c chin lc chiu th cn c nhng chin thut c th cho tng giai on. a. Hnh thc qung co: Trong giai on ny, doanh nghip tp trung qung co sn phm trn cc phng tin truyn thng i chng, c bit nht l truyn hnh. Trong cc mu qung co cn nhn mnh yu t nguyn liu t nhin, khng cht bo qun v tc dng tt cho sc khe ngi tiu dng. Gi pht sng nn dao ng ch yu t khong 11 n 12 gi tra v 18 n 19 gi chiu v nhng khong thi gian ny ngi lao ng s quay v vi gia nh v quay qun bn ba cm m cng. y l dp sn phm xut hin v ku gi khuynh hng chm sc sc khe gia nh t cc sn phm c ngun gc t nhin, khng cht bo qun. Hn na hot ng ny cng rt ph hp vi chin lc nh v sn phm sa hng ti mc tiu chm sc sc khe gia nh ca Soya. Bn cnh , qung co cng nn thc hin trn cc phng tin khc nh bo ch, ngoi tri, phng tin vn chuyn b. Chng trnh Bui ra mt gii thiu sn phm mi Number 1 Soya - u phng. a im: Cng vin Tao n Thi gian: K hoch din ra nhm ngy 10/02/2012. Ni dung: Tn chng trnh: Tri nghim mt hng v hon ton mi: sa u phng Number 1 Soya u phng

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Chin lc sn phm mi Number 1 Soya u Phng

Mc tiu: tng s hiu bit ca khch hng v sn phm, to s yu thch v hng v v khuyn khch h mua sn phm sa u phng Number 1 Soya u phng gip cng ty gia tng doanh s bn trn th trng. Nhim v: chng minh li ch ca sn phm vi ngi tiu dng v to c hi h tri nghim thc t sn phm thng qua cc chng trnh, tr chi. Vn ngh cho mng i biu v cc gia nh tham d ngy hi. Cc tr chi gip gn kt tnh cm cc thnh vin trong gia nh, phn thng l nhng phn sa u phng Number 1 Soya u phng. Tit mc chnh l trnh din ly sa u phng ln nht Vit Nam. Phn ny cho cc gia nh chp nh lu nim vi hin vt v cho tt c mi ngi dng sn phm sa u phng cha trong chic ly ln nht Vit Nam ny. Mi cc khch mi l ngi ni ting, tr p, phong cch nng ng giu sc sng nh hoa hu Mai Phng Thy, din vin Bnh Minh ca s Thy Tin, Noo Phc Thnh, Cao Thi Sn cng tri nghim sn phm vi ngi tiu dng v mi h pht biu, nhn xt v sn phm ca cng ty. Chng trnh kt thc bng mn biu din vn ngh ca cc ngh s khch mi khi h ht ca khc v sa u phng Number 1 Soya u phng c sng tc c quyn. c. Chng trnh khuyn mi. y l chng trnh c a ra trong giai on u khi sn phm mi bc ra th trng cn gp nhiu s cnh tranh ca cc i th khc v bn thn sn phm cha xy dng c ch ng vng trong tm tr cng nh trong quyt nh la chn ca ngi tiu dng. Mt sn phm mi bao gi cng gp phi ro cm v tm l. Chng trnh p dng: Tng km sn phm dng th khi mua bt k sn phm no ca Tn Hip Pht vi s lng quy nh. V d mua mt lc Tr xanh O0 s c km theo mt hp Number 1 Soya - u phng. Mc ch: H tr cho s hn ch ca chng trnh dng th sn phm. Chng trnh s p dng rng ri v khuyn khch c nhiu ngi tiu dng bit n v dng th sn phm. Khuyn khch v tng doanh s cho cc sn phm khc ca cng ty, gip doanh nghip c th nhanh chng y cc sn phm ra th trng bc vo vng sn xut mi.

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Chin lc sn phm mi Number 1 Soya u Phng

Khu vc p dng: p dng trn ton quc, trong tt c cc h thng knh phn phi ca cng ty. Thi gian p dng: Mt thng u khi tung sn phm ra th trng. d. Chng trnh kt hp. Trong vng 3 thng u, kt hp vi khuyn mi tng km trong cc sn phm ca Tn Hip Pht, kch thch nhu cu mua ca khch hng th c hai tun cng ty s gim gi 10%.

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Chin lc sn phm mi Number 1 Soya u Phng

PHN KT LUN

Trong sut thi gian thc hin ti nghin cu, c th ni gii quyt c nhng mc tiu ca ra v trnh by y nhng ni dung nghin cu c bn nh: s lc vi nt v cc i th cnh tranh trn th trng nc gii kht ti Vit Nam, phn tch cc yu t mi trng bn trong v bn ngoi doanh nghip Tn Hip Pht, phn tch im mnh, im yu, c hi, thch thc v cc chin lc kt hp m doanh nghip cn thc hin pht trin bn vng v cui cng l chin lc pht trin sn phm mi Number 1 Soya u phng. Mc d vy, trong phn ni dung ti vn cn mc phi vi thiu st do cng tc thu thp thng tin gp khng t kh khn. Chin lc pht trin sn phm mi Number 1 Soya u phng l mt chin lc quan trng trong qu trnh thc hin cc chin lc a dng ha ca cng ty. Vi xu hng tiu dng ngy cng thng minh v hin i, sc khe con ngi c t ln hng u th vic cho ra i sn phm ny l hon ton ph hp v s n nhn c nhng tn hiu lc quan t pha ngi tiu dng. Cng vi nhng li th cnh tranh m cng ty ang hin c trn th trng nc gii kht Vit Nam c bit nht l tn tui cng ty, danh ting thng hiu v h thng phn phi su rng th chin lc pht trin sn phm mi ln ny c nhiu t l thnh cng v ng c k vng. Tuy nhin, cng ty cng cn ch quan tm ti phn ng v thi ca ngi tiu dng sau khi sn phm c tung ra th trng c nhng bc tha mn nhu cu khch hng mt cch ton din nht. Qung co v cc hnh thc PR cn c cn nhc thc hin thch hp trch gy lng ph cho doanh nghip v nhm chn hay phn tc dng i vi s ng ngi tiu dng. Cui cng l chin lc gi cn th hin c gi tr li ch tt nht m khch hng tm thy sn phm h tin tng la chn. thc hin tt nhng hot ng marketing ny s gp phn a sn phm n gn hn vi ngi tiu dng v tng t l thnh cng trn thng trng cho doanh nghip. Nhm thc hin The Boys of Marketing Group 09DQH

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