Professional Documents
Culture Documents
Mc lc
Li ni u...............................................................3
Chng I: Nhng tin l lun c bn ca bin !h"!
Ma#$%ting & !h"t t#i&n th' t#ng ti(u th ca C)ng t*
+n ,u-t $inh ./anh ..............................................0
I. Kh qut vO th trng tu th v pht trOn th trng tu
th cc Cng ty sn xuEt knh doanh...................................5
1. Kh nm, va tr, chc nng ca Cng ty sn xuEt knh
doanh...........................................................................5
2. Kh nm th trng v tu th....................................6
3. Cng tc pht trOn th trng tu th...........................8
II. Nhng bn php Marketng nhm pht trOn th trng
cc Cng ty sn xuEt knh doanh..........................................11
1. Nghn cu th trng v pht trOn Marketng mc tu.
................................................................................... 11
2. Cc g php Marketng - mx pht trOn th trng.....14
III Cc ch tu nh g hot ng Marketng ca cng ty
sn xuEt knh doanh......................................................20
1. T trng chm nh th trng ................................20
2. Tc chu chuyOn hng ha....................................21
3. Tng mc u chuyOn hng ha....................................3
Chng II: 1h2n t3ch 45 "nh gi" th6c t#7ng t8 ch9c 45
4n h5nh c"c bin !h"! Ma#$%ting & !hat t#i&n th'
t#ng ti(u th +n !h:; ;"* c)ng c ca C)ng t* c
$h3 <5 N=i..............................................................>>
I. Kh qut vO Cng ty c khY H N.................................22
1. Lch s ra v pht trOn.....................................22
2. C cEu t chc b my............................................23
3. C s vt chEt, k thut nhn s............................24
1
Chuyn O tt nghp NguyOn Duy Chnh - K35 C2
4. Kt qu hot ng knh doanh trong 2 nm 2001 - 2002
.................................................................................26
II. Phn tYch v nh g cc bn php Marketng nhm
pht trOn th trng tu th sn phEm my cng c ca Cng
ty c khY H N...................................................................27
1. Phn tYch v nh g hot ng nghn cu th tr-
ng Cng ty c
khY H N..................................................................... 27
2. Phn tYch v nh gYa hot ng a chn th trng
mc tu v chn c Marketng ca Cng ty.........................29
3. nh hng pht trOn th trng ca Cng ty.............31
4. Phn tYch thc trng cc bn php Marketng - MIX
nhm pht
trOn th trng tu th sn phEm my cng c ca Cng ty
c khY H N.......................................................................31
III. Mt s nh g hu qu vO pht trOn th trng sn
phEm my cng c ca Cng ty c khY H N.....................36
1. u Om.................................................................... 36
2. Nhc Om................................................................37
3. Nguyn nhn............................................................38
Chng III: M=t +? bin !h"! Ma#$%ting nh@; !h"t t#i&n th'
t#ng +n !h:; ;"* c)ng c ca C)ng t* c $h3 <5 N=i
thi gian tAi....................................................................3B
I. Phng hng mc tu knh doanh ca Cng ty trong nhng
nm t....................................................................................... 39
1. Xu hng php trOn th trng sn phEm my cng c trong
th
gan t............................................................................39
2. Phng hng, mc tu ca Cng ty c khY H n.......40
II. O xuEt hon thn cc bn php Marketng O pht trOn
th trng ..................................................................................42
1. Hon thn qu trnh nghn cu th trng ...............42
2. Hon thn cc g php Marketng - MIX..................44
2
Chuyn O tt nghp NguyOn Duy Chnh - K35 C2
III. Cc O xuEt khc.........................................................48
CDt lun..................................................................0E
F5i liu tha; $h/...................................................0>
3
Chuyn O tt nghp NguyOn Duy Chnh - K35 C2
Li ni u
Tn nhn huBao gc
tYnh n trChEt -ng cm
nhn -cDch v tr-c bn
tr-cPhong cach mu m
Ou kn gao hng
v thanh tonLp
t
v
s
dngBo hnhDch v trong
v sau bn
Chuyn O tt nghp NguyOn Duy Chnh - K35 C2
BOu hnh I - 2 Cc cEp cEu thnh sn phEm
+ CEp sn phEm trn tng, cEp c bn O tao
ra cEp khc. Thc chEt cEp ny th sn phEm t-
ng O m sao tho mn nhng Ych m khch hng theo
u. L Ych ny thay theo hon cnh m trng, mc
Ynh khch hng v nh vy O sn phEm c thO tha mn
m nhu cu khch, c ng tu dng chEp nhnh th ng
qun tr Marketng ph pht hn ra c Ych tOm En m
khch hng h, c nh vy th Cng ty m to ra c sn
phEm p ng m nhu cu ng tu dng trn th trng
a chn ca Cng ty.
+ CEp hng ha thc hn.
yu t phn nh s c mt trong thc t ca sn
phEm, cc ch tu phn nh chEt ng, phong cch mu
m, tn nhn hu, nhng yu t ny gp cho ng tu dng
nhn bt ra sn phEm ca Cng ty v thO hn s hn dn
ca th trng ca sn phEm. y cEp m kh tn hnh
m rng sang th trng m hoc a sn phEm m vo th
trng hn t th cc Cng ty cn m r nhEt.
+ CEp b sung:
yu t: gao hng, p t, dch v sau bn.
Ou m nn tYnh hon thn cho sn phEm m y
yu t m cho khch hng thYch th kh mua sn phEm v
tc ny, kh Cng ty tn hnh xm nhp th trng th
cn ph c thc hn mt cch tt nhEt, v y yu t
m khch hng c thO phn bt c Cng ty ny v Cng ty
khc.
21
Chuyn O tt nghp NguyOn Duy Chnh - K35 C2
- Chu k sng ca sn phEm: khong th gan t kh
sn phEm hn dn trn th trng n kh n rut u kh th
trng. VO cEu trc chu k sng ca sn phEm gm 4 ga
on: ga on tung ra th trng, ga oan pht trOn, ga
on sung mn, ga on suy tho. Trong m ga on c
c Om rng bt.
+ Ga on g thu: sn phEm m bt u a ra g
thu cho nn Cng ty cn ph b ra nhOu ch phY nhm g
thu qung co O m cho ng tu dng bt n sn
phEm m.
+ Ga on pht trOn: Lc ny sn phEm c c ch
ng trn th trng, khch hng bt nhOu n sn
phEm m Cng ty a ra. Do ga on doanh s bn v
nhun tng kh nhanh.
+ Ga on chYn mu: ga on ny sn phEm bt
u bo ho trn th trng, doanh s bn tng chm,
nhun vn c nhng Cng ty cn tng cng cc hot ng
Marketng O ko d chu k sng ca sn phEm.
+ Ga on suy tho: ga on ny doanh s bn
nhun ca sn phEm gm st mt cch nhanh chng. Cng
ty cn tn hnh c tn mu m, nng cao chEt ng a ra
cc sn phEm m vo th trng xm nhp O thay th
hoc c thO duy tr sn phEm c bng cch xm nhp th
trng m.
2.2 Dii :h: vB gi:
Theo thuyt Marketng th gYa knh doanh c xem nh
mt dn xuEt Ych tng h kh cu gp cung trn th trng
v c thc hn. Tuy thuc vo tng ga on, tng tng
khch hng m cc nh qun tr s a ra nhng quyt nh
gYa khc nhau. Cc quyt nh vO gYa ca Cng ty nh h-
ng b mt yu t n t ca Cng ty v m trng bn ngo
v n c thO hn d bOu hnh sau:
22
Cc nhn t
n t
- Mc tu
Marketng
- chn c
Marketng -
Mx
- Cng ty
nh g
Cc
quyt
nh
g
knh
doanh
Cc nhn t bn ngo:
Bn chEt ca th trng v
sc cu
- Cnh tranh
- Cc yu t m trng
khc (nOn knh t, g
mua bn, chYnh quyOn)
Chuyn O tt nghp NguyOn Duy Chnh - K35 C2
BOu hnh I - 3: Nhn t nh hng hng n quyt nh
g ca Cng ty
Trong knh doanh, g yu t nhy cm, mt t bo
thn knh ca mt th trng mt n dung quan trng ca
bEt k phn tYch chc nng no ca Marketng trn c ha
gc x h v qun tr knh doanh ca Cng ty. V vy cc
quyt nh vO g ph c ph hp v cc quyt nh mt
hng, phn ph, c ng cho sn phEm O hnh thnh
mt chng trnh Marketng nhEt qun v hu qu. Cc
chn c nh gYa ca Cng ty ph gn v chn c ca sn
phEm, chn c xm nhp th trng v chn c gYa ca
th cnh tranh. Chn c nh gYa ca Cng ty c thO nh h-
ng n bn chEt ca s cnh trnh m Cng ty u.
Mt chn c gYa cao, mc cao c thO thu ht s cnh tranh
trong kh mt chn c gYa thEp, mc thEp c thO m nn
cc th cnh tranh v buc h ph rt u kh th trng.
O c c mt mc gYa hp cho sn phEm ca mnh trn
th trng, m Cng ty knh doanhOu ph a ra chn c
nh g nhEt nh gYa cc mt hng ca Cng ty Thng
m nh sau:
23
Chn mc tu nh
Phn tYch nhu cu th
Lng g ch phY
Phn tYch g v cho hng ca th
cnh tranh
Chn k thut nh g thYch hp Chn g cu cng ca mt hng
Chuyn O tt nghp NguyOn Duy Chnh - K35 C2
BOu hnh I - 4: Ouy trnh nh g mt hng cng ty
knh doanh
2.3. Dii :h: :h-n :h0i:
Mt bn s tp theo ca Marketng - Mx xc nh
cc phng php O vn hnh mt hng sn xuEt n tay
ng tu dng. ng v phng thc vn chuyOn ca mt
hng sn xuEt hnh thnh knh phn ph ca cc mt
hng . Vc xy dng v a chn knh phn ph thYch
hp s thc Ey qu trnh tu th hng ha dOn ra nhanh
chng, tp km ch phY th gan, ng th em
nhun t a cho Cng ty.
Knh tp th phn ph ca Cng ty sn xuEt mt
cEu trc a chn c ch nh mc tu ga cc Cng ty sn
xuEt v cc nh Thng m, trung gan tp th phn ph
khc v ng tu dng cu cng.
O t chc phn ph hng ha hp nhEt cho tp
khch hng tOm nng. c tYnh c bn ca vn hnh knh
phn ph vn ng c ha khYa cnh tp cn.
- KhYa cnh tp cn dc: Xem xt c quan h v s
khu, mc m danh ngha s hu hng ha ph tr qua
24
Chuyn O tt nghp NguyOn Duy Chnh - K35 C2
dng vn ng t ngun th Om n n Om kt
thc.
ng trn khYa cnh ny c cc o knh sau:
+ Knh ngn (knh trc tp): Ng sn xuEt, bn thVng
hng ha cho ng tu dng cu cng.
+ Knh trc tuyn (knh rt gn): hng ha t tay ng
sn xuEt bn cho ng bn r sau m n tay ng tu
dng.
+ Knh d: hng ha t nh sn xuEt c bn cho ng
bn bun sau n ng bn , r cu cng m n tay
ng tu dng cu cng.
+ Knh y : C 3 trung gan , ng bn bun,
ng bn , hng ha t nh sn xuEt c bn qua sau
n ng bn bun k tp n ng bn cu cng m
n ng tu dng cu cng.
- KhYa cnh tp cn ngang: Cng ty cn nghn cu
quyt nh chn kOu chn c phn ph, chn c ko hay
chn c Ey kh tham ga vo th trng m hay thc hn
thm nhp th trng.
+ Sc Ey ca knh c hOu tng hp nhng c
gng v nng c ca ng sn xuEt hoc ca nhng trung
gan khu th nhEt thuyt phc c nhng thnh vn khc
ca knh thc hn mua hng v xc tn tu th hng ha
cho n ng tu dng cu cng. Sc Ey ca knh c thO
hn bng m hnh sau:
BOu hnh I - 5: sc Ey c knh
25
Ng sn
xuEt pht
ung
Ng bun
thc Ey
ngun
hng
Ng bn
hng xc
tn thc
Ey bn
hng
Ng tu
dng
Chuyn O tt nghp NguyOn Duy Chnh - K35 C2
Sc ht ko ca knh chYnh p c ca ng tu dng
tc ng nn doanh nghp Thng m O thc hn mua
hng ng nhu cu tu dng ca mnh.
BOu hnh I - 6: sc ko ca knh
Mc Ych ca bn c phn ph : Cung cEp sn
phEm p ng c nhu cu ca th trng mc tu ng c,
ng a Om v tp km cao nhEt. To c m quan
h tt v cc thnh vn knh Ou kn tt O Cng ty
m rng th trng v thc hn tt chn c knh doanh ca
mnh.
3.4. Dii :h: vB giao ti/: khuy/h tr4ng:
gao tp khuych trng mt hnh th quan h xc
nh ga ng bn v ng mua, mt nh vc c nh
hng vo vc cho hng v mc Ych bn hng mt cch
nng ng, m rng c mng tu th, m tng nhu cu
ca ng tu dng v t c hu qa knh doanh tt nhEt.
Mc Ych ca gao tp khuych trng chuyOn t
cc thng tn vO Cng ty v vO sn phEm ca Cng ty v ng-
tu dng v trung gan phn ph mt cch trc tp hay
gn tp nhm gp cho hot ng bn hng dOn ra dO dng
hn, nng ng hn, kYch thYch tng s n mua hng ca
ng tu dng, tng s ng khch hng, ng th to p knh
phn ph hng ha hp v c th vO gYa bn.
N dung chYnh ca chYnh sch gao tp khuych trng
gm:
- Oung co: hnh thc truyOn thng trc tp, phY c
nhn thc hn qua phng tn truyOn tn ph tr tOn.
Mc tu ca qung co thng thEy vo vEn O sau:
26
Ng sn
xuEt t
Ou
chnh b
Ng bn
bun theo
sc ht nhu
cu
Ng bn
theo sc
ht nhu
cu
Ng tu
dng
Chuyn O tt nghp NguyOn Duy Chnh - K35 C2
Tng sn ng tu th m rng th trng m tng s ng
ng mua hng nhOu hn tng s n mua hng g thu
sn phEm m xy dng v cng c nhn hu.
- Bn hng trc tp: mt hnh thc thng tn trc
tp vO kn sn phEm dch v ga Cng ty v khch
hng. N bao gm a chn phng php bn tuyOn m o
to v sp xp bn, nh gYa hu qu.
- Khuych trng bn: nhm cng c truyOn thng s
dng hu ht cc cng c, kYch thYch khch hng nhm tng
cu vO sn phEm, ng th tng cng cc hot ng trung
gan phn ph.
III. C"c chP ti(u "nh gi" h/7t =ng Ma#$%ting ca c"c C)ng t*
+n ,u-t $inh ./anh.
E. FQ t#Rng chiD; lSnh th' t#ng.
27
Chuyn O tt nghp NguyOn Duy Chnh - K35 C2
Doanh thu tu th hng ha
T trng chm nh th trng