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Mn hc: Marketing Cn Bn

Xy dng v pht trin thng hiu ti Cng ty C phn bnh ko Hi H (HAIHACO)

CHNG I: C S L LUN 1.1.Khi nim Marketing: Marketing l qu trnh lm vic vi th trng thc hin cc cuc trao i nhm tha mn nhng nhu cu v mong mun ca con ngi. Cng c th hiu, Marketing l mt dng hot ng ca con ngi (bao gm c t chc) nhm tha mn nhng nhu cu v mong mun thng qua trao i. 2.2. Khi nim thng hiu: Thng hiu l mt hnh thc mi ca sn phm. Hu ht mi ngi khi nhc n thng hiu u lin tng n mt khi nim quen thuc nhn hiu v sn phm. -Khi nim nhn hiu : Nhn hiu l tn gi, thut ng, biu tng, hnh v hay s phi hp gia chng, c dng xc nhn sn phm ca mt ngi bn v phn bit chng vi sn phm ca i th cnh tranh. -Khi nim sn phm: Sn phm chnh l nhng g p ng c mt nhu cu c th ca con ngi hay mt nhm ngi, l tp hp cc li ch tha mn nhu cu c th ca con ngi Song song vi khi nim sn phm, nhn thc ca con ngi ngy cng r rng hn v v su sc hn v khi nim : Cht lng
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Mn hc: Marketing Cn Bn

Cht lng l s cam kt duy tr tp hp cc li ch sn phm. Khi nhu cu con ngi cng a dng, sn phm cng a dng, m trong Marketing gi l nh v sn phm. nh cao ca sn phm l thng hiu. Hay ni khc i, thng hiu l mt sn phm hon chnh, i vo lng ngi tiu dng. Thng hiu l nhng du hiu nhn bit, cc mi quan h, nhng tri nghim tiu dng, Thng hiu tp trung nhiu n hnh nh thng hiu v cht lng sn phm. Sn phm l hu hn, thng hiu l v hn. y chnh l quan im m cc nh kinh doanh cn hng n, v vng i ca mt sn phm ch c mt gii hn nht nh, cn thng hiu m nhng sn phm y to ra chnh l ci tn ti lu bn, to tin vng chc cho s ra i ca nhng sn phm sau n. Chnh v vy vn xy dng v pht trin thng hiu l vn v cng quan trng v cn thit, i vi tt c cc Cng ty, cc ngnh hot ng, sn xut kinh doanh, Xy dng c mt thng hiu, khng nh mt thng hiu, v to cho n mt v tr vng chc trong lng ngi tiu dng l ci ch cao nht ca nhng nh qun l.

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Lp: LC4.QL5 i hc Lao ng-X Hi

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Mn hc: Marketing Cn Bn

CHNG II: THC TRNG VN XY DNG V PHT TRIN THNG HIU TI CNG TY C PHN BNH KO HI H 2.1. Thng hiu v vai tr ca

thng hiu i vi Cng ty C phn bnh ko Hi H. Trong nn kinh t th trng hin nay, cc sn phm sn xut khng ch phi cnh tranh vi cc sn phm trong ncvi cc mt hng thay th m cn phi cnh tranh vi rt nhiu cc sn phm nc ngoi v cht lng v thng hiu. V vy c th tiu th c sn phm ca mnh, th phi lm sao khch hng bit ti sn phm ca mnh, tin tng vo la chn ca mnh khi la chn sn phm. Vi Cng ty C phn bnh ko Hi H th thng hiu l vn rt quan trng trong qu trnh pht trin v tiu th sn phm. * i vi ngi tiu dng: - Cng ty coi thng hiu nh mt li gii thiu, mt thng ip v du hiu quan trng ngi tiu dng a ra quyt nh mua sm ca mnh - Cng ty hng ti xy dng thng hiu to c lng tin ca ngi tiu dng v cht lng v gi c hng ha dch v m h tiu th v s dng. - Thng hiu ca Cng ty gp phn bo v li ch chnh ng ca khch hng. Bi hu nh cc nhn hiu sn phm ca Cng ty c ng k quyn s hu nhn hiu do c nh nc bo h. iu ny ngn nga tnh trng lm gi, lm nhi sn phm ca cng ty nhm la gt khch hng gy mt uy tn ca Cng ty.
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Mn hc: Marketing Cn Bn

* i vi cng ty. Thng hiu ca cng ty l ti sn v hnh song gi tr ti sn ny v cng ln. Bi v n gp phn quan trng trong vic tng thu li nhun cho cng ty bng nhng gi tr tng thm ca sn phm. V vy trong thi gian qua cng ty ch trng vic xy dng v pht trin thng hiu. Kt qu mang li t hot ng ny l rt ln, n c th hin qua vic thng hiu ca cng ty lt vo danh sch 100 thng hiu mnh nht nc ta. Thng hiu ca Cng ty gip Cng ty tng thm chi ph cho hot ng xc tin thng mi v hot ng Marketting. N to cho Cng ty c sc mnh cnh tranh ln hn cc doanh nghip sn xut bnh ko trn thi trng min Bc cho d sn phm cng gi tr v gi tr s dng. 2.2. Thc trng hot ng xy dng

v pht trin thng hiu ti HAIHACO. 2.2.1. Vic xy dng mt s yu t cu thnh nn thng hiu HAIHACO: 2.2.1.1. Tn hiu: Tn hiu Hi H ca Cng ty c ng k nhn hiu hng ha ti cc s hu tr tu theo giy php cp ngy 21/9/1992. Tn hiu Hi H ca Cng ty C phn bnh ko Hi H l mt yu t c bit quan trng cu thnh nn thng hiu ca Cng ty. y l du hiu khch hng phn bit vi cc nhn hiu khc. y l mt thnh cng ln ca Cng ty trong qu trnh xy dng v pht trin thng hiu. 2.2.1.2. Logo Logo ca Cng ty c thit k t ngy cng ty chuyn sang sn xut v kinh doanh bnh ko l hot ng chnh. Logo c hnh thnh qua tng v v tr t cng ty v thi im by gi. Ti a im
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Mn hc: Marketing Cn Bn

nh v Cng ty gn nh mt hn o xung quanh l nhng h nc. Hn o c hnh tng ha nh con thuyn lt sng ra khi. Biu tng ca Hi H cho thy n nh hnh tng ha tnh c o ca tn Hi H v th hin mong mun chin lc ca ban lnh o Cng ty. Qua logo ta thy mt chic thuyn bum no gi lt trn mt bin (c hai t Hi v H u mang ngha l bin). Hai cnh bum no gi th hin sc sng ca Cng ty vi ni lc tim tng lun lun hng v pha trc (thuyn lt nhanh trn mt bin). Bao quanh con thuyn l mt hnh trn th hin mt tri rc r. y nh l mt li cam kt cho li con thuyn i theo phng hng ng n. Th hin tm nhn chin lc r rng v cam kt a con thuyn ti thnh cng. 2.2.1.3. Slogan Hp dn c trong m.

y l khu hiu chnh ca HAIHACO. Vi mt cu khu hiu gm nm t kh ngn gn v sc tch. Mc tiu ca cu khu hiu mang tnh gi m v thc y ng c mua hng bng cch lin h mnh m ti li ch hp dn khi s dng sn phm. Khi dng sn phm chnh khch hng cng s nh gi li sn phm xem n c nh cng ty tuyn b khng. Nh vy qua cu khu hiu ny Cng ty c th nh v thng hiu ca mnh trong tm tr khch hng. Hp dn c trong m l mt khu hiu c tnh thm m cao v d chuyn i sang cc ngn ng khc. y l khu hiu tru tng to c s li cun t duy v kch thch cm hng ca khch hng. Qua y, cng ty mun th hin sc thi ring v sn phm ca mnh. Cu khu hiu ny rt d khch hng ghi nh v nh lu. 2.2.1.4. Bao b:

Bao b l yu t quan trng i vi hot ng pht trin thng hiu

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Mn hc: Marketing Cn Bn

i vi Cng ty. Bi v ngoi cht lng sn phm th bao b tc ng rt ln n quyt nh mua ca khch hng. Hin nay, bao b sn phm ca HAIHACO c cc lp nh sau: - Lp th nht: L lp bo v sn phm. Lp bo v ny thng c lm t giy bng, ti nha, giy kim loi trn lp bo v ny c in nhng hnh nh nh tri da, du, nho, hay chnh hnh nh ca sn phm bn trong, cng vi l logo ca cng ty. - Lp th hai: Lp bao b bo qun lp th nht nh: Ti nha, hp nha, hp giy, hp thic, hp stgn y lp bao b ny c Cng ty ht sc quan tm trong khu thit k v mu sc, hnh nh. - Lp th ba: Lp bo qun ngoi cng vn chuyn v lu kho sn phm. Lp ny lm bng ba Carton dng thng, hp ph hp vi tng loi sn phm. Vi s u t c chiu su cho bao gi sn phm nn thi gian qua mu m sn phm ca cng ty p ng c kh tt th hiu ca khch hng. Khch hng c n tng kh tt vi nhng sn phm c bao gi rt bt mt nh: Impression, Morning, Sunrise, Everich, Long pie, Trn bao b Cng ty C phn bnh ko Hi H thc hin y quy nh v nhn mc hng ha, qua y cung cp y thng tin cn thit v sn phm cho khch hng. Bao gi ca Cng ty ngoi nhng mt mnh trn cn tn ti mt s yu im. l lp bo qun th hai ca mt s sn phm cha c tt. V vy trong qu trnh vn chuyn bc d th sn phm b trc trc. iu ny lm gim tnh thm m bao b, nu khch hng kht khe s lm gim s tin tng vo sn phm. Cng ty c nhng sn phm c bao gi rt p song bn cnh cn c nhiu sn phm hnh thc bao gi bn ngoi khng
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Mn hc: Marketing Cn Bn

c quan tm nhiu nn mu m khng p ng c nhu cu ca khch hng nh Happy New Year, Sonata, Cht lng hp nha bo qun cc loi ko ca cng ty cn c nng cao hn v thit k to hnh tt hn. 2.2.2. Thc trng cc hot ng xy dng v pht trin thng hiu ti HAIHACO. 2.2.2.1. thc ca Ban lnh o Cng ty v pht trin thng hiu. Hot ng xy dng v pht trin thng hiu l vn ht sc quan trng trong chin lc pht trin ca Cng ty. Nhn thc c vn ny, Ban lnh o Cng ty C phn Bnh ko Hi H c s quan tm v u t vo hot ng pht trin thng hiu ca Cng ty. 2.2.2.2. Quy trnh xy dng mt thng hiu sn phm mi vo th trng. quyt nh a ra mt thng hiu sn phm mi cng ty tin hnh cn k qua nhiu giai on: - Nghin cu cng ngh sn xut ra sn phm mi bao gm: Xy dng cng thc sn phm, xy dng quy trnh cng ngh v theo di thi hn bo qun sn phm. - Nghin cu cc bin php ci tin cc sn phm hin c v cht lng, kiu dng, bao b. - Nghin cu vic sn xut ra sn phm mi trn cc dy chuyn Cng ty mi u t hoc d kin u t. - Nghin cu vic a vic s dng cc nguyn vt liu mi vo cc qu trnh sn xut. - Nghin cu cc sn phm xut khu nhm m bo yu cu ca khch hng nhm m bo yu cu ca khch hng i vi cc ch tiu cht lng sn phm.

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Mn hc: Marketing Cn Bn

2.2.2.3. Coi trng cng tc kim tra cht lng sn phm / dch v. c c mt thng hiu mnh th iu tt yu l cht lng snphm cam kt ca cng ty phi p ng c yu cu ca khch hng. c c uy tn thng hiu nh ngy nay, Cng ty t cht lng sn phm ln hng u. Cc sn phm bnh ko ca HAIHACO t lu tun th v p ng nhng quy nh rt cht ch ca B Y t. 2.2.2.4. Cng tc ng k pht minh sng ch v bn quyn nhn hiu thng mi Nhn hiu hng ha m CTCP Bnh ko Hi H ang s dng: Nhn hiu hng ha m CTCP bnh ko Hi H ang s dng cho tt c cc sn phm l logo Hi H. Nhn hiu hng ha ny c CTCP Bnh ko Hi H ng k v bo h ti Vit Nam theo giy ng k nhn hiu hng ha s 5864 Cc s hu tr tu cp ngy 21/09/1992. Nhn hiu ny cng c ng k bo h ti 18 quc gia khc. Tt c cc loi bao gi ca sn phm ko Chew ca Hi H u c cng ty ng k bo h c quyn v kiu dng cng nghip ti cc s hu tr tu nh bao gi ko Chew Taro, Chew u , Chew Nho en, Chew nhn mt tri cy, Chew Caramen, Chew C ph, Chew Me cay, Chew bp, Ko xp du, Ko xp chui, Ko xp cam, Bnh kem xp v c Cc s hu tr tu cp giy chng nhn. Sn phm ca Cng ty C phn Bnh ko Hi H kh a dng vi nhiu chng loi. Hin nay Cng ty c trn 200 nhn hiu hng ha thuc 9 nhm sn phm chnh bao gm: Ko Chew, Ko mm, Ko cng, Ko Jelly, Bnh quy & Cracker, Bnh kem xp, Bnh hp, Bnh Trung thu, Bnh mm cao cp. Mi sn phm ca cng ty u i km vi thng hiu m v Logo ca Cng ty.
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Mn hc: Marketing Cn Bn

La chn thng hiu CTCP bnh ko Hi H cn c trn ba yu t: + c tnh sn phm ca Cng ty. + Th hiu v thi quen tiu dng ca khch hng. + Sc cnh tranh ca Cng ty trn th trng. 2.2.2.5. Marketing Mix to dng v pht trin thng hiu. Vic pht trin thng hiu mt cch thnh cng khng th khng nh ti cc cng c Marketing Mix. Sn phm ca cng ty trong thi gian va qua tp trung ch yu vo th trng nhng ngi c thu nhp mc trung bnh. V sn phm: Cng ty mun thng hiu ca mnh c bit ti mt cch rng ri nn trong thi gian qua sn xut sn phm vi nhiu chng loi. Danh mc hng ha ht sc phong ph vi: + B rng ca danh mc sn phm gm bnh v ko + Mc phong ph ca danh mc sn phm gm mi mt hng thnh phn. + B su ca danh mc sn phm trn 200 sn phm c th. V gi: Gi c cng l mt yu t m ngi tiu dng Vit Nam thng dng nh gi v thng hiu. Cu ni: Tin no, ca ny ni ln iu ny. Trn thc t cc thng hiu mnh hn trong cng ngnh c quyn nh gi cao hn nhng vn c ngi tiu dng la chn. Thng hiu bnh ko Hi H hin ti ang cung cp nhng sn phm c gi c va phi. Cng ty ang p dng vic nh gi vi mc tiu dn u v t phn th trng trn th trng chnh. V knh phn phi
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Mn hc: Marketing Cn Bn

Cc i l

Nh Bn l

HAIHACO

Nh bn l

Ngi tiu dng.

H thng ca hng gii thiu sn phm V xc tin hn hp: Xc tin hn hp l cng c Maketing Mix ch yu m Cng ty dng qung b thng hiu. Qua cng c ny Cng ty truyn ti thng tin v sn phm ca mnh ti khch hng mc tiu, to lng tin cho khch hng thuyt phc v thc y h mua hng. Vi chin lc pht trin nng cao sc mnh thng hiu ca Cng ty trong thi k ti th kinh ph cho cc hot ng xc tin hn hp ca cng ty ang dn c nng ln. Cc cng c ca xc tin hn hp c Cng ty s dng trong thi gian qua bao gm: Bn hng c nhn: Cng ty tham gia nhiu vo cc hi ch nh: Hi ch xun, Hi ch hng Vit Nam cht lng cao. Gian hng ca Cng ty cha thc s ni bt so vi cc i th cnh tranh. Ti cc hi ch th cng ty y mnh vic gii thiu sn phm mi ti khch hng bng sn phm n th. Tuy nhin ti cc hi ch ny cha ch trng n cc hot ng xy dng hnh nh khc nh thu thp thng tin t pha khch hng.Vic thu ht khch hng ca Cng ty cn yu so vi cc i th cnh tranh nh Kinh , BiBiCa Ti cc hi ch cc i th ca cng ty lm rt mnh v cc hot ng thu ht khch hng nh t chc cc tr chi v rt thm trng thng.
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Hot ng qung co ca Cng ty: Trn cc phng tin thng tin i chng: cha t kt qu cao, ch yu l do thi gian qung co ngn v thng ip qung co khng thu ht c khch hng v vy lm gim hiu qu ca vic qung co. 2.3. C phn bnh ko Hi H 2.3.1. Thnh cng. - Cng ty xy dng c mt cch y cc yu t cu thnh nn mt thng hiu bao gm: Tn hiu, Logo, slogan, bao b, nhc hiu. Cng ty tn dng c sc mnh ca cc yu t ny v kt hp chng hnh thnh nn mt thng hiu mnh. - Danh ting ca cng ty c ch ng vng trong tm tr ca khch hng trn th trng chnh. Sn phm ca Cng ty trong tm tr khch hng l sn phm c cht lng lun m bo an ton v sinh thc phm. iu ny lm tng lng khch hng trung thnh ca cng ty v thu ht thm khch hng mi v to c lng tin. - Qua vic ch trng u t cho pht trin thng hiu chng t mt tm nhn r rng. y l nn tng ca s pht trin bn vng ca cng ty trong tng lai. - Lt vo danh sch 100 thng hiu hng u quc gia. Gi tr thng hiu ca Cng ty ngy cng c nng cao, do sc mnh cnh tranh trn th trng nh vo thng hiu c khng nh l rt ln. Qua y cng ty hn ch c nhng ri ro trn th trng ngy cng tr nn bo ha. 2.3.2. Hn ch. Vi b dy lch s trong ngnh sn xut bnh ko, danh ting c khng nh xong vic pht trin thng hiu ca cng ty vn l mt yu
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Nhng thnh cng v hn ch

trong cng tc xy dng v pht trin thng hiu ca Cng ty

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Mn hc: Marketing Cn Bn

im. Vic a thng hiu ca Cng ty ln mt tm cao mi vn ang b tc. Cng ty cha xy dng c k hoch lm cho thng hiu ca mnh tr nn tht ni bt. i vi cng ty trong giai on ti th y l nhim v s mt cho pht trin thng hiu. - Cng ty vn ch yu thc hin chin lc y nn vic tiu th sn phm ch yu tp trung vo cc i l nn gim kh nng nm bt nhu cu ca khch hng v nhn thng tin phn hi ca h. - Cc hot ng pht trin thng hiu ca cng ty cha to c tnh thng nht mt hng m cn kh gin tri nn khng to c hiu qu cao. 2.3.3. Nguyn nhn ca cc tn ti. Th nht, Cng ty cha c i pht trin thng hiu c lp. Pht trin thng hiu l cng vic ht sc quan trng v kh khn. V vy i hi s tp trung chuyn mn v ngun lc cao mi mong thnh cng. Cc cng vic cho pht trin thng hiu phi nht qun v theo l trnh to dng bn sc ring cho cng ty. Th hai, Cng ty c u t cho hot ng pht trin thng hiu nhng khng tp trung v khng gy c s ch ca khch hng do cha c im nhn trong hot ng qung co v gii thiu v Cng ty. Th ba, nhn thc v gi tr v vai tr ca thng hiu i vi s sng cn ca cng ty cn hn ch. Th t, l mt CTCP nhng Hi H cha tn dng c vic pht trin thng hiu qua th trng chng khon bi cc nh u t ca Cng ty. Th nm, H thng cc nh phn phi ca Cng ty vn cha h tr c nhiu cho hot ng qun b thng hiu. Cc nh phn phi mi ch tm cch y hng ti ngi tiu dng, t thu thp nhng kin phn hi t ngi tiu dng.
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CHNG III MT S BIN PHP PHT TRIN THNG HIU CTCP BNH KO HI H TRONG THI K TI 3.1 Trin vng pht trin ngnh bnh ko Vit Nam. 3.1.1. Tng quan ngnh bnh ko th gii: Ngnh bnh ko l ngnh c tc tng trng n nh ( khong 2%/ nm) Dn s pht trin nhanh khin nhu cu v bnh ko tng ln. Hin nay khu vc Chu Thi Bnh Dng l khu vc c tc tng trng v doanh thu tiu th bnh ko ln nht th gii (17%) trong 5 nm t 2003 n 2007 tc hn 3%/ nm. 3.1.2. Trin vng pht trin ca ngnh bnh ko Vit Nam: Trong nhng nm gn y ngnh bnh ko Vit Nam c nhng bc pht trin kh n nh. Tng gi tr ca th trng Vit Nam c tnh c tnh nm 2007 l 6.228 t ng. Tc tng trng ca ngnh trong nhng nm qua theo t chc SIDA, c tnh t 7.3% 7.5% / nm. Ngnh bnh ko Vit Nam c nhiu kh nng duy tr mc tng trng cao v tr thnh mt trong nhng th trng ln trong khu vc chu Thi Bnh Dng bi v: T l tiu th bnh qun u ngi Vit Nam cn thp so vi tc tng trng dn s.Hin nay t l tiu th mi ch khong 2,0 kg/ngi/nm Th trng bnh ko c tnh cht ma v, sn lng tiu th tng mnh vo thi im sau thng 9 m lch n Tt Nguyn n, trong cc mt hng ch lc mang hng v truyn thng Vit Nam nh bnh Trung Thu, Ko cng, Ko mm, Bnh quy cao cp, cc loi mt, ht c tiu
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Mn hc: Marketing Cn Bn

th mnh. T khi vic gim thu nhp khu cho cc mt hng bnh ko xung cn 20% c hiu lc t nm 2003, cc doanh nghip trong nc di sc p cnh tranh t hng nhp khu phi khng ngng i mi v cng ngh. iu ny m ra nhiu c hi hn l thch thc do hng ro thu quan h thp s to iu kin thun li sn phm ca cc doanh nghip trong ngnh i vo cc nc ASEAN. 3.2. C hi, thch thc, im mnh, im yu ca HAIHACO. 3.2.1. C hi: Mt c hi ln cho s pht trin ca Cng ty trong thi k ny l nn kinh t nc ta ang pht trin nhanh v c nh gi l cn tip tc tng trng cao trong thi gian ti. iu ny s thc y nhu cu tiu th bnh ko t th trng tng ln. Th trng bnh ko cao cp ang pht trin mnh. Hin ti cng ty ang sn xut mt lot cc sn phm mi vi cht lng cao v gi c ph hp. Do , ha hn mang li doanh thu cao t vic cng ty nm bt nhanh c hi ny. Cng ty c th s y nhanh c tc cung ng sn phm trong c nc khi cc hng khng gi r quc t ang trin khai cc d n h thng cc ng bay ti nc ta nh Tiger, Asian 3.2.2 Thch thc: Sc cnh tranh ngy mt tng t cc sn phm ca i th cng ngnh. Khng ch c nh vy, hin ti nc ta ang trong qu trnh hi nhp nn sn phm t nc ngoi trn vo th trng trong nc ang l mt thch thc rt ln. c bit vi tm l a chung hng ho nhp ngoi ca ngi dn hin cn tc ng ln n quyt nh mua hng ho. nng cao
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Mn hc: Marketing Cn Bn

sc mnh cnh tranh ca mnh cng ty nn ch trng thm vo khu thit k bao b mu m sn phm. Gi nguyn vt liu u vo hin nay c nhng thay i tht thng, gi nguyn vt liu tng cao tc ng n gi thnh sn phm. Nhu cu ca ngi tiu dng thay i nhanh chng. y l mt c hi song ng thi cng l mt thch thc khng nh nu cng ty khng pht hin ra nhng thay i v p ng tt nhng nhu cu . Nng lc sn xut ca Cng ty c gii hn nht nh. Dy chuyn cng ngh sn xut bnh ko mi, hin i hn ra i rt nhanh. Cng i u t nhng dy chuyn cng ngh mi song n c th b lc hu nhanh chng. 3.2.3 im mnh: HAIHACO s hu mt trong nhng thng hiu mnh nht Vit Nam, sn phm Bnh ko Hi H lin tc c ngi tiu dng bnh chn l Hng Vit Nam cht lng cao trong nhiu nm. Sn phm ca Cng ty ngy cng c ngi tiu dng bit n v nh gi cao. Nhiu sn phm ca HAIHACO chim lnh th trng t khi mi xut hin, c hng v thm ngon c trng nh ko Chew, ko mm, ko Jelly. Gn y, HAIHACO c mt trong danh sch 100 thng hiu mnh nht ca Vit Nam. Chip Haiha, Snack mimi v dng sn phm mi va tung ra th trng nh Long pie, Long cake, Hi pie, Loliekhin lnh vc sn xut bnh ko ca HAIHACO c u th vt tri. Long pie, Long cake, Hi pie, Loliekhin lnh vc sn xut bnh ko ca HAIHACO c u th vt tri. C mng li phn phi rng khp, nn c th gii thiu sn phm ca Cng ty trn din rng.
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Mn hc: Marketing Cn Bn

Cng ty c quan h lin kt cht ch vi cc nh cung ng nguyn vt liu trong nc v nc ngoi nn m bo c ngun nguyn vt liu u vo vi chi ph hp l. Cng ty p dng thnh cng H thng cht lng ISO 9001:2000 t nm 2005 n nay. 3.2.4. im yu: - Cng tc qung b thng hiu cha tng xng vi quy m v v th ca cng ty trn th trng. - Cng tc bao gi ca Cng ty c ch trng song kiu dng mu m sn phm vn cha thc s ni bt. - Cha thit lp c h thng knh bn hng trc tip. Vic ly kin t khch hng cn yu. Cng ty vn ch yu tm cch y hng n cc i l v t quan tm n hot ng thu ht nhu cu ca khch hng. - Qu trnh phn giao cng vic cn phi xem xt li. - Cng ty cha c cc hot ng gy s ch ca khch hng. 3.3. nh hng pht trin ca Cng ty trong giai on tip theo. Qua cc nhn nh v C hi, thch thc, im mnh, im yu trn Cng ty C phn Bnh ko Hi H a ra nh hng pht trin cho mnh: nh hng chung: Vi nhng thnh tch HAIHACO t c trong thi gian qua cho php khng nh bnh ko do cng ty sn xut s tip tc chim u th ti th trng ni a. V vy cng ty cn tip tc y mnh pht trin gia vng v tr, tng th phn v tng bc chim lnh th trng ginh cho khch hng c thu nhp cao. Trc nhu cu trong v ngoi nc ngy cng tng vi nhng sn phm bnh ko c cht lng cao, mu m p v tin dng,
Sinh vin thc hin: V Mnh c 16 Lp: LC4.QL5 i hc Lao ng-X Hi

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Mn hc: Marketing Cn Bn

HAIHACO nh hng vo i mi trang thit b, pht trin thm nhng nhm sn phm mi p ng vi yu cu ca th trng v ph hp vi nhu cu i mi trang thit b ca cng ty, phn u gi vng v tr mt trong nhng doanh nghip hng u ca ngnh sn xut bnh ko Vit Nam. Cng ty xc nh sn phm ko Chew, ko Jelly, ko xp, bnh kem xp, bnh mm cao cp, bnh ph scla v cc sn phm dinh dng l nhng sn phm ch lc ca HAIHACO. Pht trin v nng cao thng hiu HAIHACO. Lin kt, lin doanh vi cc doanh nghip trong v ngoi nc nhm a thng hiu ca cng ty thnh mt thng hiu mnh khng ch trong nc m c trong khu vc Kin ton b my qun l, pht trin ngun nhn lc, thu ht lc lng lao ng gii, lnh ngh. Khng ngng ci thin iu kin lm vic v cc ch phc li cho ngi lao ng. + nh hng cho pht trin thng hiu ca Cng ty. - Pht trin thng hiu m qua vic pht trin thng hiu ca cc dng sn phm ch lc. -Trin khai cc hot ng qung b ti khch hng v ngi tiu dng cng cui cng nng cao sc mnh v gi tr thng hiu ca Cng ty. - Xy dng v pht trin thng hiu ca Cng ty l thng hiu ca cc mt hng bnh ko cao cp. -Tip tc tng cng kinh ph cho hot ng pht trin thng hiu a thng hiu Hi H ti tm khu vc.

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Mn hc: Marketing Cn Bn

3.4. Mt s gii php pht trin thng hiu ca CTCP Bnh ko Hi H trong thi gian ti. Gii php 1:Thnh lp phng pht trin thng hiu. CTCP Bnh ko Hi H vn cha c mt b phn chuyn nghip trong hot ng pht trin thng hiu trong khi nhu cu l rt cp thit trong hon cnh hin nay. Lc lng lm cng tc thng hiu ti cng ty rt t kh m nhn ht c cng vic cn s sng to v quan trng ny. Mt thng hiu mnh lun cn c mt i ng chuyn nghip qun l. Chnh v th nn Cng ty cn c mt phng pht trin thng hiu vi trng phng c kin thc cng nh k nng, kinh nghim trong qun tr thng hiu. ng thi cn mt i ng ln k hoch cho nhng chin lc thng hiu hot ng pht trin thng hiu thc s c hiu qu. Nhim v ca phng pht trin thng hiu l phi a c danh ting ca Cng ty ln mt tm cao mi. Ch c th thc hin c iu ny khi khch hng bit v sn phm ca Cng ty mt cch r rng v lun tin tng vo cht lng sn phm v gi tr m khch hng nhn c qua tiu dng sn phm ca Cng ty. Gii php 2: Lm mi tr s sn xut ca Cng ty: Hin ti tr s chnh ca Cng ty ang t ti s 25, ng Trng nh H Ni. Tip gip vi mt ng vi lu lng phng tin qua li l rt ln mi ngy. V vy, b mt cng trc ca Cng ty c nhng u th tin hnh cc hot ng qung co hiu qu. Nhng cho ti nay vn cha c mt hot ng no tin hnh nghin cu lm ni bt Cng ty ngay ti ni tin hnh hot ng sn xut kinh doanh. C chng cng ch l cc bng rn nh qung co cho mt vi sn phm mi ra khng gy c s ch ca ngi tiu dng. C s tin hnh:
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- CTCP Bnh ko Hi H l mt trong ba nh sn xut bnh ko hng u nc ta. V vy kh nng gy s quan tm ca khch hng v ngi tiu dng n Cng ty cng ln cng tt. - Thng hiu l gi tr cm nhn ca khch hng khi nhng cam kt ca Cng ty v nhn nh ca khch hng gp nhau. Mt b mt Cng ty mi, p chc chn s gy s ch ca mi ngi. - Hnh thc qung b ny ti cng ty c chi ph thp hn vic phi thu mt a im khc qung co. Gii php 3:Tin hnh qung co trn phng tin giao thng cng cng v phng tin vn chuyn ca Cng ty. Qung co ngy nay l mt cng c hiu qu a thng hiu ca Cng ty n vi ngi tiu dng. Song trong thi gian va qua cc qung co ca Cng ty khng mang li hiu qu cao v khng em n cho khch hng cm nhn c s khc bit v thiu k hoch qung co di hn. Cc hnh thc qung co gin tri khng mang li hiu qu. Gii php 4: Xy dng hnh nh bao b. Cng tc thit k bao b ca Cng ty gn y c ch trng. Nhng n cha to ra c s khc bit ha so vi cc doanh nghip trong cng ngnh. Bao b ca Cng ty phi p ng c thch ca ngi tiu dng mi ni v phi truyn ti c mt cch chnh xc thng ip v thng hiu nhm khuyn khch quyt nh mua hng. Vic u t vo thit k bao b ng hng s mang li hiu qa ln hn vic qung co rt nhiu. iu ny c chng minh bi nhng nghin cu t cc Cng ty t vn thng hiu, thng k t cc tp on v cc nghin cu c lp.
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Gii php 5: y mnh v tng cng hot ng PR (Public Relation) cho thng hiu HAIHACO v tin hnh hot ng IR (Investor Relation) Tng cng hot ng PR pht trin thng hiu: PR l mt chc nng qun l gip thit lp v duy tr cc knh truyn thng, s hiu bit, chp nhn v hp tc ln nhau gia mt t chc vi cc nhm cng chng c lin quan. PR gip ban lnh o bt kp v vn dng hiu qu cc thay i, hot ng nh mt h thng d bo tin n cc xu hng; s dng vic nghin cu v nhng k thut truyn thng hp l v c o c lm cng c chnh. * C s a hot ng PR vo k hoch pht trin thng hiu ca Cng ty: - PR s l mt cng c giao tip rt linh hot cho Cng ty trong lnh vc giao tip marketing: bn hng trc tip hoc qua in thoi, cc hat ng ti tr, trin lm. - PR s gip HAIHACO truyn ti cc thng ip n khch hng v nhng nhm cng chng quan trng ca mnh. - Thng ip PR t mang tnh thng mi do s dng cc phng tin trung gian hoc cc bi vit trn bo, v cha ng lng thng tin a dng, phong ph nn c th gip Cng ty d gy cm tnh v d c cng chng chp nhn. - Trong khi ngun lc dnh cho pht trin thng hiu ca Cng ty cn hn ch th PR l mt gii php tuyt vi bi v chi ph cho hot ng PR thp hn cc hnh thc khuyn mi nhng li c th truyn ti thng tin trn din rng (nh vic Cng ty ng ti mt thng co bo ch).

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KT LUN

CTCP Bnh ko Hi H l mt doanh nghip ln trong ngnh sn xut bnh ko nc ta. Trong nh hng pht trin chung ca Cng ty th vic Cng ty ra chin lc xy dng v pht trin thng hiu, ng thi coi y l mt cng c hng u nng cao sc mnh cnh tranh l mt s la chn hon ton ng n trong mi trng kinh doanh cnh tranh khc lit ngy nay. Thng hiu ca Cng ty to dng c ch ng trong lng ngi tiu dng nc ta, V vy cng vic pht trin thng hiu nng cao v th, uy tn ca Cng ty trn th trng c t ln hng u. Trong qu trnh tin hnh cng vic trin khai chin lc pht trin thng hiu, Cng ty t c nhng thnh tu ln, tuy nhin bn cnh n vn cn nhng tn ti nh hng khng tt n vic to dng v pht trin thng hiu ca Cng ty, iu ny lm cho chin lc pht trin thng hiu ca Cng ty khng t c hiu qu thc t nh mong mun ca ton th Ban gim c v cc cn b cng nhn vin trong cng ty. Trong qu trnh tm hiu v thu thp thng tin v hot ng sn xut kinh doanh ca Cng ty, ti thc hin ti Mt s gii php nhm pht trin thng hiu ca Cng ty C phn Bnh ko Hi H. Sau qu trnh tm hiu nh gi thc trng v phn tch tm ra nguyn nhn ca cc vn cn tn ti, ti vn dng nhng kin thc c hc tp c t ging ng i hc, t thc t vo iu kin c th ca Cng ty. Vi s hng dn tn tnh ging vin ...........................; ti mnh dn a ra mt s gii php nhm pht trin thng hiu ca Cng ty trong thi gian ti.
Sinh vin thc hin: V Mnh c 21 Lp: LC4.QL5 i hc Lao ng-X Hi

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Qua qu trnh tm hiu v nhn nhn thc tin hin trng Cng ty ti hi vng ti ny phn no phn nh c thc trng ca Cng ty v vi nhng gii php a ra s gp mt phn vo qu trnh pht trin thng hiu HAIHACO ngy cng ln mnh trn th trng trong nc v khu vc.

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Danh mc ti liu tham kho.

1.

Gio trnh Marketing cn bn, Nxb Gio Dc (GS.TS

Trn Minh o - 2002),. 2. , Chin lc thng hiu(Minh c - 2006), Nxb T

in Bnh khoa. 3. Ngh thut qung co(Nguyn Vn H - 2006), , NXB

Lao ng - X Hi. 4. Thng hiu v s pht trin ca doanh nghip (Nguyn

Trn Hip - 2006), NXB Lao ng - X Hi. 5. B quyt thnh cng ca thng hiu(Vng Nam Qun

ng Thanh Tch 2004), NXB Lao ng - X Hi. 6. Xy dng v pht trin thng hiu (L Xun Tng -

2005), NXN Lao ng X Hi. 7. Xy dng thng hiu cho doanh nghip Vit Nam

ng i (TS. L Qu Trung - 2007), NXB Tr. 8. NXB Tr.

9.

Sng to chin dch PR hiu qu(Anne Gregory - 2007),

Ngun

tin

trang

web

trn

mng

internet:

www.haihaco.vn

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MC LC 1. Li ni u..........................................................1
2. Ni dung.3

Chng I: C s l lun:...3 1.1. 1.2. Khi nim Marketing3 Khi nim thng hiu..3

Chng II: Thc trng hot ng xy dng v pht trin thng hiu ti HAIHACO5 2.1. Thng hiu v vai tr ca thng hiu i vi CTCP bnh ko Hi H..5 2.2. Thc trng hot ng xy dng, pht trin thng hiu ti HAIHACO 6 2.2.1. Vic xy dng 1 s yu t cu thnh nn thng hiu HAIHACO..6 2.2.1.1. Tn hiu..6 2.2.1.2. Logo6 2.2.1.3. Slogan.7 2.2.1.4. Bao b.7 2.2.2. Thc trng cc hot ng xy dng, pht trin thng hiu ti HAIHACO....9 2.2.2.1. thc ca ban lnh o Cng ty v thng hiu9 2.2.2.2. Quy trnh xy dng mt thng hiu sn phm mi vo th trng 9 2.2.2.3. Coi trng cng tc kim tra cht lng sn phm, dch v .10 2.2.2.4. Cng tc ng k pht minh sng ch v bn quyn nhn hiu thng mi..10
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2.2.2.5. Mar Mix to dng v pht trin thng hiu...11 2.3. Nhng thnh cng v hn ch trong cng tc xy dng v pht trin thng hiu ca CTCP bnh ko Hi H..13 2.3.1. Thnh cng.13 2.3.2. Hn ch..13 2.3.3. Nguyn nhn ca cc tn ti14 Chng III: Mt s bin php pht trin thng hiu CTCP bnh ko Hi H trong thi k ti.15 3.1. Trin vng ca ngnh bnh ko Vit Nam..15 3.1.1. Tng quan ngnh bnh ko th gii15 3.1.2. Trin vng pht trin ca ngnh bnh ko Vit Nam15 3.2. C hi, thch thc, im mnh, im yu ca Cng ty16 3.2.1. C hi16 3.2.2. Thch thc.16 3.2.3. im mnh.17 3.2.4. im yu18 3.3. nh hng pht trin ca Cng ty18 3.4. Mt s gii php pht trin thng hiu ca CTCP bnh ko Hi H trong thi gian ti20
3. Kt lun.23

4. Danh mc ti liu tham kho..25 5. Mc lc26

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