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n mn hc
Gii php marketing pht trin th trng giy dp ca cng ty Bitis ti H Ni

 n mn hc

LI M U
Giy dp l mt trong nhng ngnh xut khu mi nhn ca Vit Nam. Vit Nam hin nay ang l m t trong mi nc xut khu hng u th gii trong ngnh giy dp. Sn phm giy dp ca Vit Nam c cht lng cao, rt c uy tn trn th trng quc t. Tuy nhin cc cng ty sn xut giy dp Vit Nam li qu ch trng n th trng quc t m b ng th trng trong nc to ra l hng ln cho cc doanh nghip Trung Quc, i Loan nhy vo. So vi sn phm ca cc nc ny sn phm ca Vit Nam bn hn nhng km v mu m, kiu dng. Chnh v vy m sn phm ca Vit Nam vn cha chim c u th trong th trng ni a. Vn bc thit i vi cc doanh nghip sn xut giy dp Vit Nam lc ny l phi ci tin sn phm ng thi c nhng bin php Marketing xc tin c th cnh tranh c vi cc doanh nghip nc ngoi c bit l Trung Quc v i Loan. Bitis lmt trong nhng thng hiu giy dp hng u Vit Nam v cng l thng hiu c uy tn trn th trng quc t. Tuy nhin trong thi gian va qua Bitis mt dn thi phn trong nc do nhiu nguyn nhn. Chnh v vy vic ginh li th phn cho Bitis l iu rt cn thit bi y l thng hiu rt c uy tn ca Vit Nam. Tuy vy trc mt ta nn tp trung vo th trng H Ni bi y l mt trong nhng trung tm kinh t vn ho ca c nc, l h trng c quy m ln. Nu thnh cng trong vic chim li th trng ny th kh nng pht trin ti cc th trng khc l rt ln. Do chng loi ca Bitis rt a d ng, phong ph nn t hiu qu cao trong vic ginh li th phn ta c th chn mt loi sn phm lm tin phong, t pht trin ra cc loi sn phm khc. ta c th chn loi sn phm l giy dp thi trang ma h v y l sn phm c kh nng phc v cho nhiu tng lp, c quy m th trng ln, d ci tin v cng l loi sn phm ang phi chu nhiu sc p t pha cc i th cnh tranh.

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 n mn hc T nhng l do trn em quyt nh la chn ti Gii php marketing pht trin th trng giy dp ca cng ty Bitis ti H Ni. Do kin thc ca em cn eo hp, nhn thc cn nhiu hn ch, thi gian c hn nn chc chn ti ny ca em cn nhiu hn ch v thiu st. Em rt mong nhn c s gip ca thy. Em xin chn thnh cm n thy Nguyn Hoi Long gip em hon thnh ti ny.

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 n mn hc I. TH TRNG GIY DP H NI & CC HOT NG KINH DOANH CA CNG TY BITIS TI H NI. 1. Nhu cu v cc sn phm giy dp ti th trng H Ni. Giy dp l phn khng th thiu trong i sng v n tho mn m t trong nhng nhu cu thit yu ca con ngi l l nhu cu i li. T xa xa con ngi bit dng c, rm v nhiu vt liu t nhin khc kt li thnh nhng i giy, i dp va bo v i chn va i li d dng hn, thun tin hn. Ngy nay giy dp khng ch n thun ch dng bo v i chn m n cn th hin c tnh ring c a bn thn mi ngi thng qua kiu dng, mu sc, cht liu. Trong bt k thi im no, hon cnh no thi gian no con ngi cng tm cnh th hin phong cnh ca mnh thng qua qun o, giy dp, kiu tcMa ng giy dp gip gi m i chn, ma h giy dp to cho i chn s thng thong mt m v lun lun th hin phong cch thi tranh ca mi ngi. Chnh v vy vai tr ca giy dp cng tr nn quan trng. Di ci nhn ca ngi tiu dng th giy dp khng ch n thun phc v cho vic i li, bo v i chn, m giy dp cn c coi nh l mt sn phm thi trang phc v cho nhu cu lm p ca mi ngi. Th trng H Ni l th trng c quy m ln, ha hn nhiu tim nng. H Ni l th ca t nc l trung tm kinh t, vn ho v chnh tr hng u nn tp trung dn c ng c. Dn s H Ni hin nay khong 4 triu ngi cha k nhng ngi ln H Ni kim vic lm, hc sinh, sinh vin hc ti cc trng cao ng, i hc. Vi t l tng dn s t nhin ca H Ni l 1,1 n 1,2 % ( con s thng k c i truyn hnh Vit Nam pht trn VTV3 vo lc 19h30 thng 2 nm 2006). Vi t l tng dn s cao, mt dn c ng, thu nhp cao so vi mt bng chung c nc, iu ny cho thy tim nng to ln ca th trng H Ni ni chung, ca th trng giy dp H Ni ni ring. Vi cc nh cung cp trong v ngi nc th r rng H Ni l mt th trng khng th b qua, minh chng r rng cho iu ny l hin nay th trng giy

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 n mn hc dp H Ni ngy cng thu ht c rt nhiu cc nh cung cp tham gia vo th trng ny. 2. Cc nh cung cp ch yu. Giy dp v ang l mt trong nhng ngnh kinh t m i nhn ca Vit Nam, thu ht c rt nhiu doanh nghip tham gia lnh vc ny. Hin ti H Ni hin ang c rt nhiu cc doanh nghip cc tp on ln trong nc v quc t tham gia vo th trng giy dp. i vi cc nh cung cp trong nc c th k n cc doanh nghip ln c uy tn trn th trng nh Bitis, Bitas, Thng nh, Vina giy, Barotexi vi doanh nghip nc ngoi tham gia vo th trng giy dp H Ni gm c: Nike, Adidas v mt s hng ca Italia, Hn Quc, ngoi ra th trng giy dp H Ni cn c s tham gia ca cc nh cung cp n t Trung Quc v i Loan. i vi cc nh cung cp trong nc th ch c Bitas, T&T, Thng nh, Vina Giy l c th snh ngang vi Bitis v tim lc, uy tn trn th trng giy dp H Ni ni ring v trn th trng giy dp Vit Nam ni chung. Vi Bitas, T&T th sn phm giy dp ca h c nhiu im rt tng ng vi sn phm giy dp ca Bitis c v kiu dng ln chng loi sn phm. Hin ti Bitis vn nhnh hn Bitas, T&T tuy nhin y s l hai i th rt ng gm ca Bitis trn th trng giy dp H Ni. i vi cng ty giy Thng nh th cc sn phm ca h t lu rt quen thuc vi ngi dn H Ni. Sn phm ch yu ca giy Thng nh l giy vi kp v giy th thao. y cng l mt nh cung cp c thm nin ti th trng H Ni v rt c uy tn i vi ngi tiu dng. Sn phm ca Thng nh c khch hng nh gi rt cao v bn ca sn phm, v gi c. Ring v mu m sn phm th Thng nh cn hi yu, tuy nhin vn ny cng rt c quan tm khc phc v hin nay cc sn phm ca Thng nh c rt nhiu ci tin v kiu dng, m u sc sn phm, v vy Thng nh chc chn s l mt i trng khng h n gin cho cc sn phm giy th thao ca Bitis trn th trng H Ni. SVTT: Nguyn Vn Tun 4

 n mn hc Vina Giy cng l mt nh cung cp c ting trn th trng giy dp H Ni. T lu cc sn phm ca Vina Giy rt quen thuc vi ngi tiu dng c bit l nhng ngi lm cng s, vn phng. Sn phm ch yu ca Vina Giy l giy da ginh cho c nam v n phc v cho nhng ngi i lm t 25 tui tr ln. Sn phm ca Vina Giy c ngi tiu dng nh gi l c cht lng tt, thng hiu uy tn mc d gi cao (khong trn 300.000/1 i). H thng phn phi ca Vina Giy rng khp c nc do thng hiu c t lu v rt uy tn. Cc ca hng by tr sang trng th hin r khch hng m c tiu phc v l nhng ngi c thu nhp cao, thuc tng lp trung lu tr ln. Vina Giy cng ch trng vo vic khuych trng thng hiu ca mnh thng qua cc chng trnh truyn thng. Thnh cng m Vina Giy t c gip cho Vina Giy tr thnh thng hiu giy dp hng u Vit Nam. V Vina Giy s l mt i th ng gm vi nhng doanh nghip v s tham gia vo th trng giy dp Vit Nam ni chung, th trng giy dp H Ni ni ring. V cc doanh nghip giy dp nc ngoi, c rt nhiu doanh nghip v ang xm nhp mnh m vo th trng giy dp Vit Nam. Vi cc sn phm giy th thao c cc nhn hiu ni ting nh Nike, Adidas. Vi sn phm giy cng s c mt s hng ca Italia, Hn Quc. y u l nhng nh cung cp ln trn th gii v trong khu vc, sn phm giy dp ca h u l nhng mt hng cao cp, c uy tn, c tnh thi trang cao, sn phm ca h thng nhm ti nhng i tng khch hng c thu nhp cao , c tnh, cc doanh nhn thnh t, nh vy c th thy sn phm ca cc nh cung cp ny l khng ph bin v thng dng bng cc sn phm ca Bitis cng nh ca cc nh cung cp trong nc khc trn th trng. N i n th trng giy dp H Ni khng th khng k n nhng nh cung cp n t Trung Quc v i Loan. i Loan t lu l i tc quen thuc vi nhiu doanh nghip giy dp ca Vit Nam. Cc cng ty lin doanh giy da Vit Nam-i Loan c mt khp ni trn c nc. c im ni bt ca giy dp Trung Quc v i Loan l kiu dang, mu m, hnh thc p gi SVTT: Nguyn Vn Tun 5

 n mn hc li rt phi chng v phc v cho nhu cu ca mi tng lp. V vy mc d cht lng sn phm ca cc nh cung ng ny l rt km, nhng nhng u th r rng v gi c, v mu m gip cho c rt nhiu li th trong vic cnh tranh vi cc nh cung cp trong nc ni chung v vi Bitis ni ring. Nh vy c th thy th trng giy dp H Ni hin nay l rt nng ng, l th trng rt quan trng, rt tim nng, n khng ch thu ht s quan tm ca cc nh cung cp.trong nc m n cn rt c cc nh cung ng quc t quan tm. 4. C nh tranh trn th trng giy dp H Ni. Tnh hnh cnh tranh hin nay trn th trng l rt quyt lit v kh phn on. Hin nay cnh tranh trn th trng giy dp ni chung, th trng giy dp H Ni ni ring th s cnh tranh ch din ra gia cc i th cnh tranh trong ngnh. Hin c cc loi cnh tranh ch yu sau: cnh tranh gia cc nh cung ng trong nc vi nhau, cnh tranh gia sn phm giy dp sn xut trong nc vi cc sn phn giy dp n t Trung Quc v i Loan, cnh tranh gia sn phm giy dp gia cng vi sn phm giy dp cng nghip. Hnh thc cnh tranh ch yu trn th trng giy dp H Ni l cnh tranh v gi c va kiu dng mu m sn phm. Nhn chung trn th trng giy dp H Ni hin nay th cc i th n t Trung Quc v i Loan hin u gi u th c hai loi hnh cnh tranh. p lc cnh tranh t pha cc nh cung cp n t Trung Quc, i Loan ln cc nh cung cp trong nc l rt ln. Mc d sn phm ca Trung Quc v i Loan khng th so v mt cht lng sn phm vi Bitis cng nh cc nh cung cp khc trong nc, tuy nhin vi mc gi rt r, kiu dng, mu sc v cng a dng em n nhng li th to ln cho h trong cnh tranh. S c mt ca cc loi sn phm giy dp Trung Quc v i Loan lm cho th trng giy dp H Ni si ng hn, gip cho cc nh sn xut Vitt Nam ni chung, Bitis ni ring phi c mt cch nhn nhn khc i v th trng trong nc ni chung, th trng H Ni ni ring.

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 n mn hc Trn th trng giy dp H Ni hin nay, cc nh cung cp trong nc cng ang cnh tranh vi nhau rt quyt lit, tuy nhin cnh tranh gia cc nh cung cp trong nc thng l cnh tranh gia cc h thng bn l vi nhau. Cng c ch yu m cc h thng ny s dng li keo khch hng l cc loi khuyn mi sn phm nhn cc dp c bit nh cc ngy l tt, nhng ngy u ma trong nm Ni n th trng giy dp H Ni khng th khng k n i ng ng o nhng ngi lm dp th cng, khng khoa trng, nhng sc p ca lc lng ny l rt ng k trn th trng. c im ni bt ca h l xng sn xut cng chnh l ca hng, h thng t ca hng ca m nh ti nhng ni dn c ng c, trung bnh c mi mt con ng H Ni, thng c t mt n hai ca hng chuyn gia cng cc sn phm giy dp. Nhn chung tnh hnh cnh tranh trn th trng giy dp H Ni l ht sc phc tp v quyt lit, tnh hnh ny c th s gi nguyn trong mt vi nm ti, v hin nay cha c du hi no cho thy vic tiu th cc sn phm giy dp Trung Quc, i Loan co d u hiu chng lai, mt khc cc doanh nghip giy dp Vit Nam hin nay cng cha c phng php kh d no c th thay i c tnh hnh hin ti. 5. D bo cu v sn phm giy dp trn th trng H Ni. i vi mi ngi, mt b trang phc phi bao gm qun o v giy dp. to ra s hi ho trong trang phc th qun o v giy dp phi c kt hp vi nhau nhun nhin v mu sc, kiu dng. V th m xu hng bin ng ca qun o v giy dp c mi lin h mt thit vi nhau. i vi giy dp ni chung th cht liu hu nh khng c s thay i, ch yu phn vn l xp, PU quai c th l nha do hoc l da. Nhng v hoa vn, ho tit trang tr c nhiu thay i theo tng ma tng nm. Tuy nhin giy dp ca nam gii thng c t s thay i hn ca n gii. Mu sc giy dp ca nam thng l en, nu, xm v trng cng vi nhng ho tit trang tr n gin th hin s nam tnh ni bt. Cht liu giy dp ca nam thng l t da hoc xp, ring vi SVTT: Nguyn Vn Tun 7

 n mn hc dp phn quai thng n gin ch l quai cho ho c l x ngn. i vi n gii do c im tiu dng c nhn rt quan tm ti thi trang nn qun o v giy dp c nhiu thay i theo ma, theo nm. Giy dp ca n gii rt a dng v mu sc, kiu dng, cht liu. Trong nhng nm gn y giy cao gt, quc g, guc v dp x p khng c quai hu ang rt c n gii quan tm v chung tiu dng. Nhng loi ny c u im l to s thng thong, nh nhng, tin li khi s dng, gi li phi chng. Nhn chung n gii thng c khong t 3 i dp , hai i giy phc v cho vic i chi, i hc, i hi hCc kiu giy dp ca n gii thng c nhn mnh v mu sc, kiu dng tng nt n tnh. Gam mu nng thng c s dng cho vic to s ni bt. Phn thng c thit k l gt nhn cao t 3cm tr nn to s duyn dng, uyn chuyn trong mi bc i. Phn quai l phn rt c ch trng ti ho tit trang tr. C hai xu hng thit k quai: mt l thit k quai ngang hoc cho n gin nhng vn th hin c v n tnh. Hai l quai c gn hoa hoc gn hnh cc con vt xinh xn. Xu hng ny vn c th tip din trong thi gian di. Nhn chung th giy dp t c s bin i hn qun o. Hn na c im ca thi trang l c s quay li nn c th xu hng tiu dng cc sn phm thi trang nhng nm ti li chnh l xu hng tiu dng ca cc nm trc. i vi tr em, thng dng nht vi cc em ch yu vn l dp quai hu, bng xp, ma st cao, mu sc a dng thng l mu , hng, trng. Quai dp hoc l ngang hoc l cho. Nhn chung giy dp thng t c s bin i v cht liu, mu sc l nhng mu c bn nu c thay i th l thay i v kiu dng, trang tr. y cng l c im thng c cc doanh nghip s dng to c im ni bt cho sn phm ca mnh. Trn th trng giy dp hin nay cc nh sn xut Trung Quc v i Loan l nhng ngi rt nhanh nhy trong vic nm bt xu hng tiu dng v i khi h chnh l nhng ngi to nn xu hng . y l kh khn rt ln cho cc doanh nghip ca Vit Nam lc ny, v nm bt xu hng

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 n mn hc tiu dng v thit k mu m cho sn phm chnh l im yu c hu ca cc nh sn xut v kinh doanh cc sn phm giy dp Vit Nam hin nay. Nhn chung nhu cu v cc sn phm giy dp l rt ln, xong cng ngy yu cu ca ngi tiu dng ngy cng cao v cc sn phm giy dp ca h, c bit nhng ni nh H Ni( giy dp c xp vo cng hng vi cc sn phm thi trang) th yu cu ca ngi tiu dng l rt cao, v c th chinh phc c h l khng h n gin. 6. Cc hot ng kinh doanh ca cng ty Bitis ti khu vc th trng H Ni. 6.1. Gii thiu s lc v cng ty. Tnh n nm 2007 th Bitis c 25 nm hot ng trn th trng, gm c ba thnh vin: Cng ty sn xut hng tu dng Bnh Tin( Bitis ). Cng ty trch nhim hu hn Bnh Tin ng Nai (DONA Bitis ). Cng ty lin doanh Sn Qun. Tng s lao ng hin nay l hn 9000 ngi. Hin nay Bitis c h thng phn phi rng khp c nc v nc ngoi. Bitis hin c ba vn phng i din Trung Quc( Vn phng i din H Khu, Vn phng i din Cn Minh, Vn phng i din Nam Ninh), bn trung tm thng mi ln l trung tm thng mi Bitis Ty Nguyn, trung tm thng mi ca khu quc t Lo Cai, trung tm thong mi Bitis Min Bc, trung tm thng mi Bitis ng Nai. Tng s chi nhnh ca Bitis l 11 chi nhnh vi hn 4500 i l, ca hng trn ton quc. Khng ch dng li th trng trong nc Bitis cng thu c nhng thnh cng nht nh trn th trng quc t. Hin Bitis c mt trn 40 nc khc nhau Chu , Trung ng, Chu u, Chu M. Nm 2001 Bitis c t chc BVQI v QUACERT cp giy chng nhn t tiu chun ca h thng qun l cht lng ISO 9001:2000. Trong sut 8 nm lin t nm 1996-2004 Bitis c ngi tiu dng bnh chn l hng Vit Nam cht lng cao, l thng hiu uy tn hng u trong ngnh giy dp Vit Nam.

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 n mn hc Khi nghip t hai t sn xut l Vn Thnh v Bnh Tin t nm 1982 vi 20 cng nhn chuyn sn xut cc loi dp cao su n gin. Sau mt thi gian hot ng c hiu qu cao n nm 1990 hp tc x cao su Bnh Tin u t h thng dy chuyn cng ngh ca i Loan v bt u sn xut giy dp xp EVA. Nm 1991 hp tc x lin doanh vi cng ty Sukuan-i Loan y l cng ty lin doanh u tin ca Vit Nam trong ngnh giy dp. Nm 1992 hp tc x cao su Bnh Tin chuyn thnh cng ty sn xut hng tiu dng Bnh tin. Sau tip tc lp ra cng ty trch nhim hu hn Bnh Tin ng Nai v cng ty lin doanh Sn Qun chuyn sn xut giy dp cc loi phc v nhu cu mi la tui to nn thng hiu Bitis. Sn phm ca Bitis rt a dng, phong ph bao gm cc chng loi sn phm nh: Dp xp, Sandal th thao, Sandal da nam n thi trang, Giy th thao, Giy ty, Dp y t, H i, Guc gPhc v nhu cu ca mi la tui. Bitis c h thng phn phi rng khp c nc rt thun li cho ngi tiu dng mua sn phm . Gi c Bitis tng i cao do sn xut cc sn phm c cht lng cao, bn cao. Thng thng mt i dp ma h ca Bitis c gi t 80.000 n 150.000. Bitis l doanh nghip rt quan tm ti truyn thng v xc tin. Chnh iu my gp phn ln vo vic khuych trng thng hiu Bitis lm cho Bitis tr thnh thng hiu quen thuc vi ngi tiu dng Vit Nam trong hn 10 nm qua. 6.2. Phn tch SWOT ca cng ty trn th trng H Ni. 6.2.1. im mnh Trc ht Bitis l doanh nghip c im mnh v sn phm. Sn phm ca Bitis c cht lng cao, bn cao, thi gian lo ho cao. Thng th mt sn phm ca Bitis c thi gian s dng t 3 n 5 nm. Sn phm ca Bitis rt a dng v phong ph c th phc v nhu cu cho mi la tui , mi tng lp. Gi SVTT: Nguyn Vn Tun 10

 n mn hc c ca sn phm cng phn no th hin cht lng cao ca sn phm. Ngi tiu dng thng c tm l gi cao tc l cht lng cao gi c v cht lng lun c quan h mt thit vi nhau. Thm vo cc sn phm ca Bitis li rt bn ph hp vi tm l n chc mc bn ca ngi Vit Nam. Vic b ra trung bnh t 80 n 100.000 ma h mt i dp c th s dng trong khong t nht l 2 dn 3 nm th i vi a s ngi tiu dng l c th chp nhn c. Bn cnh Bitis li c mt h thng phn phi rng khp trn c nc rt thun li cho vic ma h hng. Ngoi cc i l, ca hng th Bitis cn c phn phi ti cc siu th, trung tm thng m i ln. Hn na Bitis thng xuyn quan tm ti vn truyn thng v xc tin. Cc chin lc truyn thng c ch u t, c chin lc v bi bn mang la cho Bitis nhiu thnh cng. Ngoi ra Bitis cn c im mnh ni bt hn cc i th l uy tn ca thng hiu. Nh gii thiu Bitis l cng ty u tin trong ngnh giy dp u t h thng dy truyn cng ngh t i Loan, l doanh nghip u tin tung ra th trng lai sn phm giy dp c cht lng cao. C th coi Bitis l doanh nghip u tin trong ngnh giy dp. N n Bitis l doanh nghip u tin i vo tm tr ngi tiu dng b ng sn phm c cht lng cao, bng cc chng trnh qung co rm r. Nhiu nm lin Bitis c ngi tiu dng bnh chn l hng Vit Nam cht lng cao. Uy tn ca Bitis khng ch c cng nhn th trng trong nc m cn c c s cng nhn v cht lng ca cc t chc nc ngoi c uy tn nh BVQI 6.2.2. im yu. Trc ht c th thy gi c cng l mt phn im yu ca Bitis. Tuy gi cao l do sn phm c sn xut vi cht liu tt to ra sn phm c cht lng cao nhng n li tr thnh im m cc i th khc khai thc cnh tranh. H s dng cch to ra sn phm c cht lng v gi c va phi cnh tranh. c bit giy dp l sn phm cha ng yu t thi trang v vy m ngoi cht lng th mu m, mu sc cng l nhng im quan trng khch thch khch SVTT: Nguyn Vn Tun 11

 n mn hc hng i ti quyt nh mua hng. Mi nm li c mt xu hng thi trang khc nhau nn mt sn phm c th l mt ca nm nay nhng nm sau n tr nn li thi v khng c chn mua. V th vic to ra mt sn phm c thi gian lo ho cao l khng cn thit. Vi 100.000 mt ngi c th muam mt i sandal ca Bitis v s dng trong hai nm v cng vi 100.000 ngi ny c th mau hai i sandal khc trong hai nm. Tuy cht lng ca mt i sandal Trung Quc ch s dng c trong mt ma h nhng n li lm cho ngi khch c cm gic h lun c i mi. iu ny chng t vi mi ngi, bn b l h lun hp thi l ngi c con mt thm m v khng b lc hu sn phm vi nhng ngi xunh quanh. Cc sn phm ca Bitis cha c s sng to, t ph v kiu dng. Bitis cha nhanh nhy trong vc nm bt cc nhu cu ca th trng. Hu ht sn phm cn n gin, mu sc cha phong ph v tr trung cha p ng c nhu cu ca gii tr. Sau nhiu nm chim lnh th trng trong nc do c mt s rc r i trong knh phn phi nn Bitis mt dn th phn. S lng cc ca hng, i l ang b thu hp. Mt phn cng l do Bitis khng ch trng n th trng trong nc m ch ch ti vic xut khu. y cng l c im chung ca cc doanh nghip sn xut giy dp Vit Nam. Mt im yu na ca Bitis cng nh ca cc doanh nghip ln trong nc l s th ng v ngun nguyn ph liu, t l ni a ho trn mi sn phm ch t 20-30%. Do DN khng th linh hot thay i mu m, kiu dng lm cho cc sn phm thng c gi cao, mu m khng phong ph. 6.2.3. C hi. Xt v quy m v tc tng trng ca th trng. Th trng H Ni c qu m ln, tc tng trng cao. H Ni l mt th trng tin phong trong tiu dng. Cc xu hng tiu dng trong nm thng bt u t H Ni ri mi lan sang cc tnh khc. Do cc doanh nghip kinh doanh trong lnh vc thi trang thng chn H Ni l trung tm pht trin ca Min Bc. Mt khc, Bitis l thng hiu c uy tn t lu to c nhiu n tng tt p trong tm tr SVTT: Nguyn Vn Tun 12

 n mn hc ca ngi tiu dng. Khi Bitis cho ra i mt lot cc sn phm mi chc chn s c nhiu ngi quan tm. Trong thi gian gn y ngi tiu dng ang dn c xu hng Ngi Vit Nam dng hng Vit Nam do cc sn phm ca Vit Nam c nhiu thay i khng nh cht lng khng thua km g cc sn phm n t nc ngoi. Nu Bitis c th khc phc c im yu ca mnh v kiu dng v hnh thc bn ngoi th chc chn s nhn c s a chung ca khch hng v tng thm uy tn cho thng hiu Bitis. Cc sn phm ca Trung Quc tuy c hnh thc p hn nhng cht lng cn rt thp, thng gy ra au chn do cht liu cng. Bitis sm c uy tn v cht lng nay ch cn ci tin v thit k mu m th hon ton c th cnh tranh vi cc sn phm ca Trung Quc. Cc doanh nghip sn xut giy dp khc ca Vit Nam cng c nhng im mnh v im yu tng t nh Bitis nn c hi t ra cho cc doanh nghip l ngang nhau. Nhng do Bitis l doanh nghip ln li ch trng vo th trng ni a hn cc doanh nghip khc nn c iu kin hn trong vic nm bt c hi ci tin sn phm. Cc sn phm ci tin ca Bitis s l nhng sn phm tin phong v s sm chim lnh c th trng. D ang gp mt s kh khn nhng Bitis vn l mt doanh nghip hng u trong sn xut giy dp thi trang ma h ca Vit Nam.. Bitis c h thng phn phi ln tng thnh cng trong chin dch qung co vi khu hiu Nng niu bn chn Vit. iu ny cho thy Bitis c kh nng gii thiu sn phm ti ngi tiu dng thng qun o knh phn phi v truyn thng. Khi c sn phm mi ra i th vic a sn phm mi ti tay ngi tiu dng l khng phi kh khn i vi Bitis. Vic ci tin mu m khng cn u t qun o nhiu nh dy chuyn, my mc sn xut, trang thit b tn km m ch cn ch trng u t i ng thit k c trnh cao. iu ny khng phi l qu kh khn Bi Bitis c i ng thit k hng hu. Cc nh thit k tr Vit Nam khng t v thng xuyn c cc cuc thi tm kim nh thit k Vit Nam. Ngoi ra th c th thu

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 n mn hc nh thit k ca nc ngo i v Bitis c ngun lc rt ln. Tm li c th thy c hi ang rt nhiu v th trng ang rng m i vi Bitis. 6.2.4. Thch thc. Trc ht thch thc n t i th cnh tranh trc tip l cc hng sn xut giy dp ca Trung Quc. H c im mnh v vic nhanh nhy vi th trng, sn phm khng ngng thay i, gi thp ph hp vi mc sng trung bnh. Hng ho Trung Quc hin ang trn ngp th trng Vit Nam gy nhiu kh khn cho cc doanh nghip trong nc. Th hai l thch thc xut pht t bn thn ngnh giy dp Vit Nam. u t mt khun giy cc doanh nghip phi b ra khong 300 triu. b p c chi ph c tnh mt nm phi tiu th c 50 000i/1 doanh nghip. Do cc doanh nghip giy dp thng tm cch xut khu ra th trng quc t. Cc sn phm ca Vit Nam khi xut khu rt c uy tn nn hu ht cc doanh nghip ny thng ginh 70% sn lng xut khu, c nh vy mi b p chi ph sn xut, c d lng tin m rng sn xut v u t trang thit b mi. Lng tiu th trong nc t, manh mn li a dng do iu kin i sng mc trung b nh. Ch nhng n v sn xut th cng linh hot vn, t chuyn mn ho mi c th xoay x c. Nn vic cc doanh nghip ln ch trng pht trin th trng xut khu l iu d hiu. Mt thch thc na t ra i vi Bitis l i ng thit k cn tr, cha c nhiu kinh nghim. Trong nhng nm qun o ngnh thi trang cng c nhiu thay i ng k nhng ch yu vn thin v thit k qun o, thit k giy dp cha c quan tm. y cng chnh l l do m u m giy dp ca chng ta thua km nhiu so vi nc ngo i. Bn cnh Bitis cng phi cnh tranh vi rt nhiu i th. Ngnh giy dp l ngnh mi nhn, c t l li nhun cao nn c sc thu ht m nh i vi nhiu doanh nghip. Nhng doanh nghip i sau s c c hi tip thng hiu nhng bi hc ca cc doanh nghip i trc, trnh nhng sai lm , hn ch nh cc doanh nghip trc. Vit Nam chun b giy dp nhp WTO y l iu SVTT: Nguyn Vn Tun 14

 n mn hc kin thun li cc doanh nghip nc ngoi xm nhp v chim lnh th trng trong nc. Do cnh tranh trong nc s cng gay gt v ngnh giy dp khng phi l ngo i l. Nhn chung th bn cnh nhng c hi th Bitis cng phi i mt vi khng t nhng thch thc, kho khn i hi doanh nghip phi c nhng gii php c th trong ngn hn v di hn. II. THC TRNG HOT NG MARKETING CA CNG TY BITIS TI H NI. 1. c im ngi tiu dng H Ni H Ni l m t trung tm kinh t, chnh tr, vn ha, x hi ln trong nc, l ni thu ht mt lng ln dn c cc tnh thnh khc v sinh sng v lm vic ti H Ni, to ln mt bc tranh a mu sc v cng ng dn c H Ni. H Ni cng l ni hi t ca rt nhiu nn vn ha khp mi min trong c nc. S a dng v vn ha, ngh nghip, tui tc to ln s a dng trong th trng ngi tiu dng H Ni. So vi cc a phng khc trong c nc th ngi H Ni tng i cu k v kh tnh trong vic mua v tiu dng cc sn phm hng ha. i vi ngi H Ni th xu hng tiu dng cc loi sn phm hng ha thay i theo tui, gii tnh, ngh nghip, vn ha gia nh. T nhng im c th thy c im tiu dng ca ngi H Ni l rt a dng. i vi cc sn phm giy dp ngi H Ni cng c nhng thay i ng k trong xu hng tiu dng. Nu nh ngy xa giy dp ch c coi l cng c phc v cho vic i li l chnh, th ngy nay, giy dp c coi nh l mt trong nhng sn phm thi trang. H khng ch mun mt i dp , m h mun c mt i giy, i dp p, ph hp. Thng th quan nim ca ngi H Ni v mt sn phm hng ha l khc nhau, n thng b thay i theo la tui, theo ngh nghip, theo gii tnh. Mc d th trng ngi tiu dng H Ni l rt a dng, tuy nhin H Ni nhng ngi cng tui, cng ngh nghip s c xu hng tiu dng tng i ging nhau. SVTT: Nguyn Vn Tun 15

 n mn hc Trn y l mt vi nt v c im ngi tiu dng H Ni, cng ty Bitis cn phi lu ti nhng vn ny khi tin hnh phn on th trng, la chn th trng mc tiu. 2. Th trng mc tiu ca cng ty Bitis. Th trng mc tiu ca sn phm giy dp ca Bitis l kh rng ln bao gm tr em, thanh nin, trung nin. Khch hng l tr em ca Bitis mi la tui t 5 n 15 tui. Nhng khch hng ny c c im l ngi tiu dng khng trng vi ngi mua, ngi tiu dng l tr em cn ngi mua l cc bc ph huynh. Nhm khch hng ny a thch mu sc rc r, c nhiu ho tit ng nghnh to s hng th cho cc em. Do c im ca nhm khch hng ny cn nh nn cha nhn thc v thi trang do quyt nh mua ph thuc vo b m thm ch v mu sc cng l do s thch ca b m quyt nh. i vi cc em ln hn b t u c s t la chn theo thch ca bn thn cc em nhng ngi quyt nh mua vn l b m cc em. on th trng mc tiu th hai l tng lp thanh nin t 15 n 25 tui, ch yu l hc sinh, sinh vin. i vi h giy dp khng ch l trang phc phc v nhu cu i li m n cn gp phn th hin c tnh. H cao s tho mi, tin li v hp thi trang. c im ln nht ca nhm ny l nhy cm v gi v tiu dng theo s ng. H cha c thu nhp vn ph thuc vo s chu cp ca gia nh nn hi th ng trong quyt nh mua sm. Vi h gi c l yu t v cng quan trng. Quyt nh ch yu ca h l phi hi ho gia s thch v gi c nn thng thng h la chn sn phm vi cht lng va phi c gi mc trung bnh. y l on th trng rt tim nng bi n c quy m v tc tng trng cao ha hn mt t l li nhun cao. Ngoi ra cng do c im v gi chi phi nn nhm khch hng ny thng thch mua siu th, ca hng i l ln i vi nhng hng ho c uy tn. H cng thch mua ch do ch c nhiu mu m, cht lng th c c tt, trung bnh v cht lng thp p ng mi nhu cu. Mt thanh nin tui ny thng c t nht 2 i giy dp i

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 n mn hc hc, i nh v i chi. Do kinh nghim mua sm cn t nn h chu nh hng rt ln t ngi thn, bn b v qung co. on th trng th ba ca Bitis l tng lp trn 30 tui l nhng ngi i lm c thu nhp n nh thm ch l c a v trong x hi. H thch tiu dng cc sn phm c uy tn trn th trng, thn trong trong mua sm do c nhiu kinh nghim mua hng. H thng mua hng trong cc siu th v i l ln m bo v cht lng v gi c. Nhng i tng ny thng khng c nhiu thi gian rnh ri nn h thng i mua hng vo cc ngy ngh hoc cui tun. Nhu cu tiu dng giy dp nhm ny rt cao c bit l n gii. Mt ph n tm tui ny thng c t 3 n 4 i giy dp. Tuy nhin i vi nhng ngi c thu nhp cao th h li hng s quan tm ti nhng thng hiu ni ting ca th gii, c tm l chung hng ngoi. Nhng khch hng mc tiu ca Bitis hu ht u phi l ngi c thu nhp cao, thuc tng lp trung lu do gi cc sn phm giy dp ca Bitis khng phi l thp. i vi nhm khch hng ny Bitis p ng c nhu cu v cht lng v uy tn thng hiu, to s tin tng cho ngi tiu dng. D phi cao cho mt sn phm Bitis nhng ngi tiu dng lun sn lng bi sn phm ca Bitis thc s c cht lng cao. Khi tiu dng nhng sn phm c cht lng cao nh th phn no h khng nh l h l ngi khn ngoan. 3. Chin lc nh v. Nhn chung Bitis cng c m t chin lc nh v cho sn phm ca mnh tng i r rng. Trong nhng nm gn y Bitis rt c gng trong cc hot ng marketing ca mnh nhm khng nh vi ngi tiu dng, xy dng trong tm tr khch hng rng Bitis l hng Vit Nam cht lng cao. Hin ti chin lc nh v ca Bitis c xy dng theo tiu ch c bn l cht lng sn phm. Vic Bitis xy dng chin lc nh v sn phm th hin mt t duy kinh doanh mang tnh t ph cao, s chuyn nghip cao so vi cc nh cung ng khc trong nc. Bitis cng rt n lc trong vic xy dng hnh nh hng Vit Nam cht lng cao cho sn phm ca m nh trong tm tri khch

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 n mn hc hng bng nhiu cch khc nhau nh thng qua cc phng tin truyn thng qung b cho sn phm, thng qua chin lc nh gi cao cho sn phm ca mnh. Vic Bitis nh gi cao cho cc sn phm ca mnh, Bitis mun thng qua gi khng nh cht lng sn phm ca mnh, vi cch lm ny Bitis nh trng tm l ca ngi Vit Nam: hng t l hng c cht lng tt, v cng phi cng nhn cht lng tt chnh l c im to nn s khc bit cho sn phm ca Bitis so vi cc sn phm cnh tranh. c im ny c ngi tiu dng cng nhn qua cc chng trnh truyn thng v thng qua vic tiu dng trc tip sn phm. Tuy nhin vi quan nim tiu dng ngy cng khc ca ngi tiu dng v cc loi sn phm giy dp th r rng tiu ch nh v ca Bitis l cha . Ngy nay t tng n chc mc bn ngy cng t i thay vo ngi tiu dng ch nhiu hn n kiu dng, hnh thc sn phm c bit i vi cc loi sn phm c tnh thi trang cao nh giy dp th cc yu t ny cng c khch hng quan tm. Trong khong 3 nm tr li y, th phn ca Bitis tai Vit Nam b st gim, sn phm giy dp ca Bitis khng cn l s la chn hng u ca ngi tiu dng, c nhiu nguyn nhn d n n iu ny, s yu km trong khu thit k sn phm l mt trong nhng nguyn nhn . V vy nu nh Bitis khng mun b tt li so vi cc i th cnh tranh th Bitis cn phi xem xt li mt cch nghim tc chin lc nh v ca mnh v a ra nhng iu chnh hp l. 4. Chin lc Marketing - Mix. 4.1. Chin lc v sn phm. Giy dp ca Bitis bao gm cc loi: Dp xp, Sandal th thao, Da thi trang, Giy th thao, Giy ty, Dp y t, Hi, Guc g. Dp xp: quai v c lm t Mousse l loi xp dai, mm, nh, thong ph hp vi mi la tui.

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 n mn hc Sandal th thao: phn quai c lm t vt ph liu cao cp, ch yu l quai ngang, kiu dng th thao. Phn c lm t TPR hoc lm t cao su. C ma st cao chng trn trt phc v cho cc bui picnic, d ngoi, cm tri hoc rt ph hp vi hc sinh, sinh vin khi i hc, va m bo c s thng thong m khng tri vi quy nh ca trng.

Dp da nam n thi trang : Phn quai c lm bng c im cao cp, mm, mu sc ch yu l mu en, nu. Phn c lm t PU nh mm, bn thch hp vi ma h. kiu dng tr trung nng ng.

Guc g: Phn quai c lm t vt t cao cp l Si PU, PVC. Phn c lm t g thin nhin, nh thun tin cho i li. Hoa vn trn c thit k ni bt, m cht ng .

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 n mn hc Giy th thao: c thit k nh nhng thng thong m quai c th co gin c, c cc l kh m bo cho giy khng b m t, to cm gic mt m thoi mi khi mang giy. Phn c thit k cc hoa vn c bit bo m tnh m quan, lp trong s dng vt t chn lc, bn cao, cng ngh Hn Quc.

Giy ty: Phn quai vi cht liu da cao cp, vi nhiu kiu dng ph hp vi mi la tui trung nin v thanh nin. Sn phm rt ph hp cho i lm cng s, i ngoi dao

Dp y t: phn c lm b ng cao su, khi tip xc vi mt t to ra ma st ln gip cho ngi bnh an ton trong khi s dng. m n hi ca mt c tc dng gim lc va chm, lam cho ngi bnh rt thoi mi khi s dng sn phm ny. Hi: M quai c s dng cht liu l vi nhung hoc khn lng ng thi c thit k vi dng bt mi, c c tnh m v m, sn phm ny rt ph hp vi th trng H N i vo ma ng.

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 n mn hc

Cc sn phm ca Bitis phc v cho mi la tui, mi nhu cu. thng thng c chia thnh cc sn phm cho tr em, cc sn phm cho nam v sn phm cho n. Ginh cho tr em c cc sn phm nh dp xp, sandal th thao. Sn phm cho nam c sandal th thao, giy dp da v dp xp khng c quai hu. Sn phm cho n c giy dp c im, guc dp xp V phn pht trin sn phm mi Bitis c i ng thit k ng o, trung bnh cho ra i 2-3 sn phm mi mi loi mt nm. y l n lc rt ln bi i ng thit k cn non tr, Vic thit k i khi gp kh khn nhn chung vn ch s dng cht liu c nh Mousse, PU, TPRch thay i v mu sc, kiu quai. Nhng i mi ch l phn nha cha th hin s t ph no. Theo kt qu ca mt cuc iu tra khng chnh thc ca mt nhm sinh vin lp 45B Khoa Marketing trng i hc Kinh T Quc Dn H Ni v nh gi ca khch hng i vi cht lng v tnh thi trang ca cc sn phm giy dp ma h ca Bitis ti th trng H Ni nh sau: Bng nh gi ca khch hng v bn giy dp ma h Bitis ( n v tnh %) Rt bn Bn Rt khng bn 20 0 0 11 0 0 22 0 0 11 0 0 16 0 0 v tnh thi trang ca giy dp m a h Bnh thng Khng bn Bitis. p v thi trang Dp xp Sandal da nam SVTT: Nguyn Vn Tun 14 53 21 Bnh thng 39 24 Khng ep, khng thi trang 47 23

Dp xp 36 44 Sandal da nam 29 60 Sandal da n 25 53 Sandal th thao 40 49 Guc 38 46 Bng nh gi ca khch hng

 n mn hc Sandal da n Sandal th thao Guc 17 20 26 38 31 44 45 49 30

Nhn chung cc khch hng u nh gi sn phm Bitis bn nhng tnh thi trang cha cao. Tuy y mi l mt cuc iu tra khng chnh thc, phm vi iu tra hp v ch iu tra cho mt s loi sn phm phc v cho ma h, nhng n cng phn nh tng i y v bc tranh sn phm hin nay ca cng ty Bitis: mi ch tp trung vo khu cht lng sn phm, cha c s quan tm ng mc ti hnh thc, kiu dng sn phm, hay ni mt cch khc, tnh thi trang trong cc sn phm ca Bitis l khng nhiu v c phn b np v so vi cc sn phm cnh tranh. 4.2. Chin lc gi. Sn phm Dp xp Nh cung cp Bitis T&T Trung Quc Bitis Bitas Trung Quc Bitis Bitas Trung Quc v T&T Bitis Thng nh Bitis T&T Trung Quc Bitis Thng nh Bitis Vina giy Gi/1 i (1000) 50-100 50-70 20-40 100-150 100-120 80-100 80-100 80-100 60-80 120 tr nn 100-150 40-50 30-50 24-40 180-250 130-210 350-550 350-550

Sandal nam

Sandal n Sandal th thao Guc g Giy th thao Giy Ty

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 n mn hc Nhn chung gi ca cc sn phm ca Bitis l tng i cao. M nguyn nhn ch yu l do cng ty phi u t ln vo dy chuyn sn xut v nguyn liu u vo khin cho chi ph u vo cao. 4.3. Chin lc knh phn phi. Hin ti Bitis c hn 4500 i l phn phi v ca hng trn ton quc. Ti H Ni Bitis c khong 80 i l v ca hng phn b u ti cc qun. Ngoi ra Bitis cn c mt ti cc siu th v trung tm thng mi. Knh phn phi ca Bitis l knh 3 cp: Ngi sn xut - i l bn bun bn l - ngi tiu dng. S lng cc thnh vin trong knh l rt ln. Trong thi gian u khi mi a giy dp ca mnh xm nhp th trng Bitis c nhiu u i i vi i l. Nhng sau i l tr nn qu ln mnh, quay li gy sc p vi cng ty i tng t l chit khu, quan h gia cng ty v i l tr nn cng thng, i l ang nm quyn chi phi th trng. i ph vi tnh hnh ny Bitis buc phi ct hp ng vi mt s i l lm n khng hiu qu, Gii hn phm vi hot ng ca i l, gim t l chit khu cho i l xung cn 8% v tng t l cho bn bun ln 11%. Do trong mt thi gian di ngi tiu dng nhn thy mt hin tng l c mt s i l Bitis ng ca khin h tng lm Bitis ang gp kh khn, ang mt hot ng trn th trng. iu ny khin cho doanh thu ca Bitis st gim nghim trng. Tuy nhin sau khi h thng phn phi n nh tr li, Bitis vn mun tip tc s dng i l nn tng t l cho i l ln 11%, t l chit khu cho bn bun ang l 14% gim xung cn 11%. Cc ca hng ca Bitis thng c t nhng ni ng dn c. Cc ca hng trng by c mt bng rng thit k trang nh, lch s, d dng c nhn ra. Cc sn phm c trng by trong t knh hoc trn gi c cao ph hp cho cc khch hng thoi mi la chn. 4.4. Chin lc truyn thng v xc tin. Bitis l doanh nghip rt quan tm ti truyn thng, tip cn khch hng mc tiu. Chi ph cho truyn thng chim 5-10% chi ph sn xut. Ngi tiu dng Vit Nam rt quen thuc vi qung co nng niu bn chn Vit. y SVTT: Nguyn Vn Tun 23

 n mn hc c th coi l mu qung co thnh cng ca Bitis v tr thnh bi hc kinh nghim cho nhiu doanh nghip Vit Nam.Qung co ny c thit k v dn dng bi mt cng ty qung co ni ting ca Php vi chi ph ln ti 50000$. Tuy nhin thnh cng m n mang li cho Bitis l khng nh. Chng trnh qung co ca Bitis c thc hin rm r trn nhiu phng tin truyn thng nh truyn h nh, bo, p phchiu ny khin cho thng hiu ca Bitis quen thuc vi ngi tiu dng hn. Nhc n Bitis ngi ta nh ngay ti khu hiu nng niu bn chn Vit. Ngoi ra Bitis cn c nhiu chng trnh khuyn mi nhn dp h, u nm hc, ngy l tt v nhiu li ch khc cho khch hng . Khch hng mua sn phm ca Bitis khi mang v nh khng va chn hoc pht hin ra li sn phm th c th i li ti i l mua trn ton quc. Vo nhng dp c bit cn c chng trnh rt thm trng thng. c bit vi cc khch hng nh tui Bitis thng xuyn tng qu km theo l m, o, bt bi vo u nm hc khi cc em mua sn phm c gi tr trn 100 000. Bn cnh Bitis rt quan tm ti cc hot ng x hi nh tham gia vo cc chng trnh khuyn hc, quan tm gip tr em tn tt, tr m ci Cc chin lc truyn thng ca Bitis c thc hin kh bi bn th hin s quan tm ca doanh nghip n vic khuych trng hnh nh v tng thm li ch cho khch hng . 5. Nhng vn cn tn ng ca cng ty. Qua phn tch ta c th thy c nguyn nhn ch yu khin sn phm giy dp ca Bitis cha chim c phn ln th phn, b hng Trung Quc ln t l do s thua km v hnh thc mu m . Sn phm ca Bitis cn n iu, cha c nhng t ph, sng to, cha ph hp vi xu hng bin ng ca th trng. y l th trng rt si ng nn nu sn phm khng bt kp vi xu hng mi s rt d b o thi y khng ch l im yu ca ring Bitis m cn l im yu chung ca cc doanh nghip giy dp Vit Nam. Cc doanh nghip Vit Nam qu ch trng ti cht lng v bn ca sn phm m qun SVTT: Nguyn Vn Tun 24

 n mn hc mt rng nu ch c bn khng thi th cha vi loi sn phm c tnh thi trang cao nh giy dp. iu ny cng xut pht mt phn t tm l thin v xut khu. Thm vo Vit Nam cha thc s c i ng thit k trnh cao nn cc sn phm thng b thua km v hnh thc. Hn na gi ca sn phm Bitis cn kh cao trong khi khch hng mc tiu phn ln l nhng ngi nhy cm v gi. y l mt im yu v ang c nhiu i th khai thc. Vn t ra vi Bitis lc ny l khng nn qu ch trng vo cht lng v bn ca sn phm m phi ch nhiu hn na kiu dng ca sn phm, nn ch thng xuyn ti vic thay i hnh thc mt cch lin tc. Bitis cng cn quan tm hn ti th trng ni a bi khng th b qua mt th trng hp dn ngay trc mt nh H Ni. Khng th b thua ngay trn sn nh. Tuy nhin vic thay i mu m kiu dng khnhg phi l chuyn d dng thc hin ngay. Cng kh khn hn l cc i th cnh tranh trc tip l Trung Quc v i Loan rt mnh im ny khng ch trn th trng H Ni m cn mnh c trn th trng quc t. Chin lc gi cng phi c xy dng li cho ph hp vi i tng khch hng mc tiu. III. CC GII PHP MARKETING XUT. 1. Cc kt qu nghin cu lm tin vic hoch nh chin lc v gii php Marketing. Nghin cu th trng l cng vic rt quan trng i vi mi doanh nghip v c bit vi doanh nghip sn xut sn phm c tnh thi trang nh giy dp. Kt qu ca qu trnh nghin cu th trng s gip doanh nghip thy c nh gi ca khch hng v sn phm cu mnh v i th cnh tranh ng thi nhn ra nhng xu hng tiu dng mi, kt qu ny cng chnh l c s quan trng c tnh cht quyt nh cho vic hoch nh chin lc pht trin, cng nh a ra cc gii php marketing kp thi i vi nhng bin ng trn th trng.

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 n mn hc i vi Bitis hin nay, nghin cu th trng l rt cn thit v phi c thc hin ngay. Hn bao gi ht, lc ny Bitis cn phi c mt ci nhn thc t hn v khch hng, v th trng, xu hng bin ng ca th trng, t cng ty c th a ra nhng iu chnh hp l, chnh xc cho cc k hoch sn xut v kinh doanh ca mnh. Phng php nghin cu c th l iu tra phng vn trc tip, thm d hoc quan st. Trong phng php iu tra phng vn c th s dng bng hi km theo qu tng. Vic iu tra qua bng hi c rt nhiu u th nhng i hi c s u t chu o. vic iu tra c cht lng cao cn chn chnh xc khch hng mc tiu, qu trnh phng vn phi m bo yu t trung thc, khch quan v cn c s kim tra gim st cht ch ca b phn nghin cu th trng ca cng ty. Tt nht l Bitis ln c s hp tc vi cc cng ty chuyn nghin cu th trng nh A.C.Nielsel Vit Nam c kt qu tt nht. Ngoi ra cng ty c th c mt s nhn vin nghin cu th trng ca mnh quan st trc tip vic bn hng v phng vn mt s khch hng ti mt s i l ca Bitis v ti i l ca hng ca i th cnh tranh. Tm li vic nghin cu th trng l rt cn thit i vi doanh nghip nh Bitis. N gip doanh nghip nhn ra c nhu cu v nh gi ca khch hng v th trng giy dp ni chung v Bitis ni ring. T gip doanh nghip nhn ra im mnh, im yu khc phc. Nghin cu th trng cn tin hnh thng xuyn theo nm v c bit l khi doanh nghip tung ra sn phm mi . 2. Xy dng cc mc tiu Marketing. Do H Ni l mt th trng ln, s thnh cng hay tht bi ti khu vc th trng ny s nh hng rt ln n n s pht trin ca Bitis cc th trng khc trong c nc. V vy c th m bo cho s thnh cng ca Bitis ti th trng H N i th cng ty Bitis phi xy dng c nhng mc tiu marketing ring cho th trng H Ni. Cc mc tiu c th l:

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 n mn hc - Mc tiu v th phn: cng c, duy tr v c gng m rng thm th trng cho cc sn phm giy dp ca cng ty. Quyt gi vng v tr nh cung cp s 1 v cc sn phm giy dp ti H Ni. - M rng thm h thng bn l cho cc sn phm giy dp ca cng ty, m bo mc bao ph th trng cho sn phm. - Xy dng Bitis tr thnh thng hiu giy dp cao cp, c tnh thi trang cao. 3. Chin lc nh v sn phm. Sn phm mi s l nhng sn phm mang phong cch mi ca Bitis, l bc t ph ca Bitis trong vic ci tin mu m. N u thnh cng Bitis l ngi tin phong khc phc nhng im yu tn ti t lu ca cc doanh nghip giy dp Vit Nam Sn phm giy dp ca Bitis phi c nh v theo cc tiu ch: - Cht lng tt - C tnh thi trang cao - Dch v chm sc khch hng tt Bitis khng nn v mun to li th trc cc i th cnh tranh khc( c bit l cc i th n t Trung Quc, i Loan) m gim cht lng sn phm ca mnh, Bitis vn nn tp trung cc n lc ca mnh khng nh cht lng sn phm ca mnh vi khch hng, phi lm cho khch hng nhn nhn cc sn phm ca Bitis l nhng sn phm c cht lng tt, khng th t ngang hng vi cc sn phm ca Trung Quc v i Loan hay ca mt s nh cung cp khc. C th hin ti v mt vi nm ti, cc sn phm giy dp cht lng thp, gi r vn chim u th, xong vi mc sng ca ngi dn H Ni ang ngy c ci thin v nng cao th xu hng tiu dng cc sn phm giy dp chc chn s khc. H s tm mua cc sn phm giy dp c cht lng tt( d gi c t hn mt cht) ch khng tiu dng cc sn phm cht lng khng m bo( d gi tng i r). Vi tm l ngi Vit Nam, hng t l hng tt, Bitis nn gi nguyn c cu gi c sn phm hin ti, khng nn gim gi sn phm( nu c th ch nn thng qua cc t khuyn mi sn phm). SVTT: Nguyn Vn Tun 27

 n mn hc Bitis cng cn phi to ra cho khch hng s nhn thc mi v cc loi sn phm giy dp ca mnh: Bitis khng ch l cc sn phm giy dp thng thng, m n l sn phm c tnh thi trang cao, lm cho khch hng cng cm thy mnh snh iu khi s dng cc sn phm ca Bitis. Mun vy Bitis cn phi a ra nhiu chng loi sn phm, a dng v mu sc kch c khch hng c th chn la mt cch tha mi nht, ph hp nht i vi mnh. Hin nay, a s cc nh sn xut v kinh doanh cc sn phm giy dp u cha c, hoc thc hin cha tt cc d ch v chm sc khch hng. Do Bitis cn phi tp trung hn na vo cc dch v chm sc khch hng, nhm to ra nhng n tng tt p, thn thin ca Bitis i vi khch hng, mt khc thng qua cc dch v chm sc khch hng, Bitis cng c th to ra s khc bit, u th so vi cc i th cnh tranh khc. Dch v chm sc khch hng ca Bitis nn tp trung cc ni dung ch yu sau: t vn cho khch hng v sn phm, cho khch hng dng th sn phm, thnh lp b phn tip nhn kin phn hi, ng gp ca ngi tiu dng, thu nhn cc sn phm khng t yu cu ca khch hng. Hin nay Bitis cng c dch v chm sc khch hng, tuy nhin n cha ln v qui m cng nh cht lng phc v, do o cha thc s c n tng mnh vi khch hng. V vy Bitis cn phi n lc hn na trong cc dch v chm sc khch, v coi y nh l mt cng c hu hiu to c li th trc cc i th cnh tranh khc trn th trng. 4. Cc gii php Marketing Mix. 4.1. Chin lc sn phm. N h trn phn tch, sn phm mi ca Bitis phi l nhng sn phm c cht lng tt, c tnh thi trang, v vy c th m bo s thnh cng ca sn phm trn th trng, Bitis cn phi c chin lc sn phm r rng v ph hp. Chin lc sn phm ca Bitis phi ph hp vi cc mc tiu marketing, tha mn cc tiu thc nh v m cng ty ra v ph hp vi th trng. Nhn chung Bitis khng nn xy dng chin lc sn phm mang tnh chung chung,

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 n mn hc chin lc sn phm ca cng ty phi c xy dng da trn c im khch hng mc tiu ca cng ty. V chng loi sn phm: vn duy tr cc chng loi sn phm c sn xut, ng thi cng ty phi c k hoch nghin cu c th a ra nhng sn phm mi phc v nhu cu ca khch hng. Mt mt hng thi trang th khng th nm no cng ging nm no c, cng ty cn phi nm bt c xu hng tiu dng, d on c xu hng tiu dng c th xy dng c cc k hoch pht trinn phm mi sao cho ph hp vi th hiu ngi tiu dng. V cht liu: vn s dng nhng cht liu nh Mouse, TPR, PVC, da, g thin nhin v cc sn phm cht liu ny bn, nh, m thong vi chn V kiu dng: Vi cc sn phm dnh cho nam gii nh sandal da, sandal th thao, giy th thao th kiu dng thit k nh hin nay cng th hin c s kho khon v ngi tiu dng nh gi cao. Tuy nhin phn quai c th cch iu thm, ngoi kiu quai ngang nh hin nay c th thit k quai cho hay x ngn. Vi cc sn phm dng cho n cn ci tin nhiu v kiu dng, mu sc. phn v quai c th s dng cht lng thp hn mt cht gim gi thnh. nn c nhiu loi cao khc nhau nh 3cm, 5cm,7cm v thit k kiu gt nhn to cho dng i du dng, duyn dng. i vi sn phm guc g phn vn lm t cht liu g thin nhin v cht liu ny va nh, va thong rt thch hp vo ma h. Tuy nhin phn gt c th thit k thnh hnh ln sng, hnh trn, hnh ch nht c bit phn quai phi tht a dng v kiu dng , mu sc. Khng nn s dng kiu to bn nh hin nay v n to ra cm gic th. Xu hng hin nay n gii thch dng quai nh, c ht cm trang tr, mu sc a dng nhng mu ch o vn l gam mu nng th hin s si ng ca tui tr. Phn quai c th l quai ngang, x ngn, quai cho lm t cc cht liu mm, kiu quai hnh hoa hin ang rt c a chungTuy nhin cc sn phm giy dp c sc thuyt phc cao i vi khch hng th cng ty cn phi thit k cc sn phm ca mnh da trn c im khch hng mc tiu ca Bitis. Vi khch hng thuc tui t 5-15 tui: c trng ni bt ca nhm SVTT: Nguyn Vn Tun 29

 n mn hc khch hng ny l rt thch cc sn phm vui nhn, bt mt, mu sc rc r. im khc bit r nt nht l cc em thng khng t mnh i mua sn phm, thng th b m s l ngi mua cho cc em, cc em ch c th gy nh hng ln b m ca mnh. Do tui ny, cc em thng l c cng hot ng rt cao, da ca cc em l rt mn cm, v vy c th to nim tin ni b m cc em, Bitis cn phi thit k ra nhng sn phm gn nh thoi mi, mu sc phi bt mt, to n tng mnh vi cc em, thm tr c th trang tr thm nhng hnh nh cc nhn vt, cc con vt m cc em yu thch. c th m bo s an ton cho cc em khi s dng sn phm, Bitis phi ht sc ch trng ti s thng thong ca sn phm, trnh s dng cc loi vt liu d gy d ng cho cc em. i vi nhm khch hng ny, Bitis nn tp trung vo cc sn phm Dp xp v Sandan th thao. Vi khch hng thuc tui t 15-25( thng l hc sinh v sinh vin): y l nhm khch hng mc tiu m thc cng nh quan nim v cch s dng cc sn phm giy dp l tng i r rng. i tng khch hng ny coi cc sn phm giy dp nh l cc sn phm thi trang v l mt trong nhng cng c hu hiu th hin c tnh ca mnh. V vy cc sn phm giy dp thit k cho i tng khch hng ny phi mang tnh t ph v kiu dng, mu m sn phm, mu sc sn phm phi ti tr, nng ng. Khi thit k sn phm giy dp cho nhm khch hng ny, cng ty ln s dng nhiu hn na cc ng cong mang tnh cch iu cao, th hin c tnh manh m, ng thi Bitis cng phi chu trng ti h thng chng b ca sn phm( nguyn nhn lm ngi s dng b hi chn khi s dng sn phm). Vi i tng khch hng ny, Bitis ln tp trung vo cc sn phm dp da nam n thi trang, guc g, giy th thao v giy ty. Vi khch hng trn 30 tui: Thng l nhng nhn vin vn phng, cc doanh nhn, hu ht h u l nhng ngi c vic lm v thu nhp n nh. Vi nhng khch hng ny u rt kh tnh trong vic chn mua cho mnh mt i giy hoc i dp. i vi h, cc sn phm giy dp phi th hin c s gn gng, lch s, mu sc khng qu gy n tng. i vi nam gii tui ny h thng s dng cc loi sn phm c gam mu l trng hoc en, vi n gii th SVTT: Nguyn Vn Tun 30

 n mn hc cu k hn, h thch s dng cc loi sn phm c mu sc th hin s qu phi, sang trng, mn m v vy khi thit k cc sn phm cho n gii Bitis phi ht sc lu n vic s dng mu sc cho sn phm. i vi nhm khch hng ny, Bitis ln tp trung vo cc sn phm giy ty, guc g, giy th thao. Nhn chung khch hng tui khc nhau th xu hng tiu dng cc sn phm giy dp l rt khc nhau. V vy c th tha mn nhu cu ca khch hng mt cch tt nht, Bitis cn phi xy dng chin lc sn phm cho tng i tng khch hng mc tiu. iu ny s lm c s cho s ng b trong cc hoat ng sn xut v kinh doanh sn phm trn th trng, ng thi n cng to ra c nhng li th cho Bitis trc cc i th cnh tranh, m bo s thnh cng ca Bitis trn th trng. 4.2.Chin lc gi. Do c th s dng mt s cht liu c cht lng thp hn nn gi c th s thp hn. Tuy nhin gi ca Bitis vn phi cao hn gi ca i th cnh tranh th hin s vt tri v cht lng. Sn phm Dp sandal xp Dp l xp Sandal th thao Sandal da nam Sandal da n Guc g Giy ty Giy th thao 4.3.Chin lc knh phn phi. V n tip tc s dng knh phn phi 3 cp nh c bi h thng ny ang hot ng c hiu qu. SVTT: Nguyn Vn Tun 31 Gi/1 i 60-80 15-20 80-100 100-150 80-100 40-50 250-450 150-250 (1000)

 n mn hc C th m thm cc i l hoc kt hp vi mt s nh bn bun cc khu th mi, khu tp trung dn c nh Cu Giy, Linh m, Nam Thng Long v trong nhiu nm ti lng dn c nhng ni ny s tng rt nhanh. Tip tc phn phi ti cc siu th, cc trung tm thng mi bi i siu th ang dn tr thnh thi qun ca ngi H Ni c bit l vo dp cui tun, l tt. Bn cnh th siu th cng l ni mua hng ca phn ln nhng ngi nc ngoi. Do vic phn phi cc sn phm ca Bitis khng ch to thun li cho khch hng trong nc m cn khuych trng thng hiu ca Bitis ti nhng ngi nc ngoi.

4.4.Chin lc truyn thng v xc tin h n hp. Nh phn tch trong phn thc trng cc chin lc truyn thng ca Bitis thc hin u rt bi bn v t c nhiu thnh cng. Do vy Bitis nn tip tc pht huy im mnh ny. Trc ht l vn s dng Slogan nng niu bn chn Vit. Thc hin cc chin dch qung co trn cc phng tin truyn thng vo cui thng 4 v u thng 5, u thng 9 v vo dp tt nguyn n khuych trng sn phm mi. Cc phng tin truyn thng c th s dng l truyn hnh, pano, p phch, bo. Qung co trn truyn hnh c th qung co trn knh VTV3. C th l qung co gia cc chng trnh gameshow vo 20h hng ngy. y l cc chng trnh thu ht lng khn gi rt ln c bit l cc chng trnh tr chi m nhc, ai l triu ph , u trng 100. Khn gi theo di ch yu l tng lp thanh nin. Ngoi ra c th qung co trn chng trnh ui hnh bt ch ca i truyn hnh H Ni. Cc bo thch hp ng qung co l bo Hoa hc tr, tip th, ph n bi ngi mua coi y l nhng ngun thng tin c tnh tin cy. Tip tc p dng chng trnh khuyn mi rt thm trng thng vo cc dp c bit nh lm trc y. C th t chc show trnh din ra mt sn SVTT: Nguyn Vn Tun 32

 n mn hc phm mi ti mt s cng vin ln trong thnh ph. i vi khch hng trung thnh c th tng th VIP hoc th hi vin v c u i khi mua hng. Khi c sn phm mi cng ty s pht cataloge v c nhn vin a n tn nh nu c yu cu. Cn c thm mt s hnh thc tng thng khuyn khch cc i l c doanh thu cao. 5. Mt s kin ngh. C th nhn thy hin nay c hai yu t lm gim kh nng cnh tranh ca Bitis vi cc i th ca mnh trn th trng l: gi sn phm v mu m kiu dng sn phm. khc phc nhng vn ny, Bitis cn phi: Th nht: tm kim ngun nguyn liu u vo trong nc cho sn phm ca cng ty. Th hai: i vi s vn m cng ty u t cho vic mua trang thit b, xy dng c s h tng thi thi gian thu hi vn phi c ko di thm Th ba: Cng ty cn phi xem xt li cc d n u t vo c s h tng hin nay ca cng ty, phi nh gi chnh xc tnh kh thi v nhng li ch kinh t m d n mang li, trnh u t t. Th t: Nng cao hn na trnh chuyn mn ca i ng thit k sn phm ca cng ty, phi c nhng chnh sch hp l thu ht nhng ngi thit k gii v lam vic cho cng ty.

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 n mn hc

KT LUN
Ngnh giy dp hin nay mc d c kim ngch ln (2 t USD /nm) nhng doanh thu ton ngnh trong nc l thp. Mt phn nguyn nhn l do cc doanh nghip qu ch trng ti xut khu m b qua th trng trong nc. im yu ni bt ca cc sn phm giy dp Vit Nam l kiu dng cha phong ph. khc phc nhc im ny cn c nhiu thi gian. Bitis l mt doanh nghip giy dp hng u ca Vit Nam c uy tn lu nm v rt quan tm ti th trng trong nc. Bitis cng sm nhn ra u th cng nh nhc im ca mnh. Gn y Bitis n lc ci tin sn phm ca mnh. Tuy cha mang li nhiu thnh cng nhng Bitis ni ring v cc doanh nghip trong nc ni chung phi tip tc u t nhiu hn na cho vic khc phc nhc im ca ngnh nhm tng tnh cnh tranh vi cc sn phm ca Trung Quc v i Loan. ti mi ch phn tch c mt phn nh nhng bin ng ca th trng giy dp. Thng qua vic thu thp thng tin, ti phn no nhn thy s thay i quan nim ca khch hng v giy dp, v nhng nh gi ca h v cc sn phm giy dp trn th trng. ti ch tp trung phn tch mt s sn phm giy dp quan trng ca Bitis v tm cch pht trin sn phm ny th trng H Ni. Bi l y l sn phm khng th thiu i vi mi ngi c bit l i vi tng lp thanh nin. Sn phm ny ca Bitis cn nhiu yu km phi khc phc v ang chu nhiu cnh tranh rt ln. Nhng gii php ra mi ch dng li mt l thuyt do cn nhiu hn ch v kin thc v kinh nghim. Hi vng rng Bitis v cc doanh nghip giy dp Vit Nam s c nhiu gii php tch cc sn phm giy dp thi trang ma h ca Vit Nam c kh nng cnh tranh khi nn kinh t ca chng ta hi nhp hon ton vo WTO.

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 n mn hc Bng hi iu tra

Tn ngi tr li:. Gii tnh:.. Tui : a ch: Cu 1: Anh(ch) c th vui lng cho bit ngh nghip ca mnh? Nhn vin hnh chnh Bc s, gio vin Cng an, b i K s Kinh doanh Hc sinh, sinh vin

Cu 2:a,Anh(ch) c th vui lng cho bit thu nhp, chi tiu c nhn/ thng b, Anh(ch) c th vui lng cho bit chi tiu cho trang phc c nhn hng thng. Thu nhp Di 1triu T 1- 2 triu T 2-3 triu T 3-5 triu Trn 5 triu Khng tr li Cu 3: Anh(ch) c th vui lng cho bit trong gia nh c nhng dng lu bn no? iu ho nhit My vi tnh L vi sng My git Xe my di 15 triu Xe my t 15 30 triu Xe my trn 30 triu Xe hi Chi tiu Chi tiu cho trang phc

Cu 4: Anh(ch) xin vui lng cho bit thng mua dng thit yu cho gia nh u? Ch Siu th SVTT: Nguyn Vn Tun Ca hng il Khc 35

 n mn hc Cu 5: Anh(ch) c th cho bit la tui no trong gia nh t giy dp nht? Di 10 tui T 25 35 tui T 10 15 tui T trn 35 tui T 15 25 tui

Cu 6: Anh(ch) xin vui lng cho bit la tui no trong gia nh nhiu giy dp nht? Di 10 tui T 25 35 tui T 10 15 tui T trn 35 tui T 15 25 tui

Cu 7: Anh(ch) xin vui lng cho bit anh(ch) thng s dng 1 i giy dp ma h trong bao lu? < 1 thng Dp l Dp xp Sandal da Sandal thao Guc th 1-3 thng 3-6 thng 6-12 thng > 1 nm

Cu 8: Anh(ch) c th cho bit khi mua giy dp ma h anh (ch) tm kim tin ch no? Gi r bn cao Kiu dng p Thng hiu ni ting

kin khc Cu 9: Anh(ch) thng mua giy dp u? Ch Dp l Dp xp Sandal da Sandal th thao gu c i l Shop

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 n mn hc Cu 10: Anh(ch) c bit thng hiu Bitis khng? C Khng

Cu 11: Anh(ch) c th cho bit anh(ch) tng dng giy dp ma h ca Bitis cha? dng ang dng Cha dng

(Nu cha chuyn n cu 12, 13. Nu v ang th chuyn n cu 14,15) Cu 12: Anh(ch) c th cho bit nguyn nhn no lm anh(ch) cha s dng? Gi cao bn km Khng thi trang Cha tin li

kin khc Cu 13: Anh(ch) xin vui lng cho bit anh(ch) hin ang s dng giy dp ma h ca hng no? Bitis Dp xp Sandal da Sandal th thao Guc Bitas Vina Giy Thng nh Trung Qu c Hng khc

Cu 14: N u v ang s dng anh(ch) xin vui lng cho bit anh(ch) mua Bitis u? Ch Ca hng i l Shop

Cu 15: Anh(ch) c th cho bit anh(ch) v ang s dng sn phm no ca Bitis? Dp xp Guc Sandal da Sandal th thao

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 n mn hc Cu 16: V sao anh(ch) la chn sn phm ? Cu 17: Anh(ch) c th cho bit cm nhn v bn ca giy dp Bitis? Rt bn Dp xp Sandal nam Sandal n Sandal th thao Guc da da Bn Bnh thng Khng bn Rt khng bn

Cu 18: Anh(ch) c th cho bit cm nhn v kiu dng giy dp ma h ca Bitis? p v thi trang Dp xp Sandal da nam Sandal da n Sandal th thao Guc Bnh thng Khng p v khng thi trang

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 n mn hc Cu 19: Sau khi s dng giy dp ma h trong mt thi gian anh(ch) thy sn phm c t yu cu sau hay khng?

Mu sc tt Dp xp Sandal nam Sandal n Sandal th thao Guc da da

Chc chn

Ma st tt

H p thi trang

m thong cho chn

Cu 20: Theo anh(ch) giy dp ca Bitis cn c nhng ci tin g? Mu m Gi c Cht lng kin khc

Cu 21: Nu Bitis c nhng ci tin nh mong mun anh(ch) s s dng Bitis ch? Chc chn dng Cha quyt nh Rt c th dng Khng dng

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 n mn hc

Ti liu tham kho

1. Gio trnh Marketing Cn Bn-PGS.TS Trn Minh o-NXB Gio D c. 2. Gio trnh Qun Tr Marketing-Philip Kotler-NXB Thng K 3. Gio trnh Marketing Dch V-TS Lu Vn Nghim-NXB Thng K. 4. Gio trnh Nghin Cu Marketing-PGS.TS Nguyn Vit Lm-NXB Thng K. 5. Ti liu Hnh Vi Ngi Tiu Dng-Ging vin Phm Th Hng Hoa cung cp. 6. http:// www.vnexpress.com 7. http:// www.bitis-vn.com

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 n mn hc

MC LC
LI M U .................................................................................................... 1 I. TH TRNG GIY DP H NI & CC HOT NG KINH DOANH CA CNG TY BITIS TI H NI. ........................................... 3 1. Nhu cu v cc sn phm giy dp ti th trng H Ni. ............................ 3 2. Cc nh cung cp ch yu. .................................................................................. 4 4. Cnh tranh trn th trng giy dp H Ni. ................................................... 6 5. D bo cu v sn phm giy dp trn th trng H N i. ........................... 7 6. Cc hot ng kinh doanh ca cng ty Bitis ti khu vc th trng H Ni .............................................................................................................. 9 6.1. Gii thiu s lc v cng ty. ............................................................ 9 6.2. Phn tch SWOT ca cng ty trn th trng H Ni. ...................... 10 II. THC TRNG HOT NG MARKETING CA CNG TY BITIS TI H NI. ................................................................................................ 15 1. c im ngi tiu dng H Ni ................................................................... 15 2. Th trng mc tiu ca cng ty Bitis. .......................................................... 16 3. Chin lc nh v. ............................................................................................. 17 4. Chin lc Marketing - Mix. ............................................................................ 18 5. Nhng vn cn tn ng ca cng ty. ....................................................... 24 III. CC GII PHP MARKETING XUT.......................................... 25 1. Cc kt qu nghin cu lm tin vic hoch nh chin lc v gii phpMarketing ......................................................................................................... 25 2. Xy dng cc mc tiu Marketing................................................................... 26 3. Chin lc nh v sn phm. ........................................................................... 27 4. Cc gii php Marketing Mix........................................................................ 28 5. Mt s kin ngh. ................................................................................................ 33 KT LUN...................................................................................................... 34

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 n mn hc

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