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TRNG I HC KINH T TP.H CH MINH

Khoa Thng mi Du lch - Marketing
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B MN: MARKETING QUC T
GVHD: Th.S HUNH PHC NGHA

TNH HUNG
PEPSICO : NHNG THCH THC CA PHT
TRIN THNG QUA SNG TO







Thng 9 nm 2014
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Danh sch nhm



Cu hi

1. Chin lc tng trng ca Pepsi da trn c s no ? Chin lc ny c
th dn dt hnh ng Marketing no ?
2. Vic ti cu trc ngnh ngh kinh doanh da trn th trng hay bn thn
Pepsi ? Vn th trng ca Pepsi nhn chung c nhng nguy him g ?

STT Tn Lp MSSV
1 Nguyn Hng Cng KD02 31111020676
2 Nguyn H Nht Linh KD01 31111022855
3 Trn Hn Nht Minh KD01 31111020459
4 Nguyn Th Hng Nhung KD02 31111022751
5 Trn Xun Qunh Nh KD02 31111023318
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TR LI
1. Chin lc tng trng ca Pepsi da trn c s l pht trin nng lc li
ca Pepsi, chnh l dng sn phm nc gii kht c gas.
thc hin c iu ny chin lc tng trng ca Pepsi bao gm cc chin
lc c th sau
a. Chin lc iu chnh hot ng :
- Chin lc cng c hot ng :
Bt u vi vic thanh l cc nh hng do kinh doanh khng hiu qu, hn na
li lm gy cnh tranh trc tip vi khch hng ca chnh mnh trong vic bn
sn phm tp trung s dng vn cho cc mc tiu khc
- Chin lc bnh trng hot ng :
nh gi hiu qu trong vic kinh doanh tin hnh mua li sp nhp cc
thng hiu trn th trng. Ngoi mc tiu li nhun cn l c s pht trin
dng sn phm nc gii kht c gas ct li
b. Chin lc a dng ha
- Chin lc a dng ha ng tm
Tng doanh li qua pht hnh sn phm mi (ng dng vi sn phm hin ti)
trn th trng m
- Chin lc a dng ha hng ngang
Tng doanh li qua pht hnh sn phm mi (khng lin quan n sn phm
hin hu) trn th trng hin ti.
Mc tiu chung ca chin lc ny ngoi vic tng li nhun th phn cc
dng sn phm mi cn l bn p kt hp ly li th phn tng li nhun
dng sn phm ct li. V th mi chin lc trn s dn dt n cc hot
ng Marketing nh sau:
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Xc tin
Cng ty thc hin vic sn xut theo bn quyn vi nhng tn tui ni
ting khc, qung b ton cu bng cch kt ni vi nhng tn tui ni ting th
gii, hoc nhng hnh nh ni bt ( nh ca s, nhn vt hot hnh ) => tn
dng v gn hnh nh ca sn phm vi hnh nh ny gip to ra s ch , thu
ht khch hng , to s quen thuc, thch th v ham mun s dng sn
phm => qung b hnh nh thng hiu rng ri.
Bng cch kt hp lc lng bn hng kh khim tn ca Tropicana vi
h thng ln hn nhiu ca Quaker- Gatorade, nhng sn phm ca nhn hng
ny c th c phn phi rng khp v hiu qu hn. Nhn vin kinh doanh c
th lin h vi nhiu nh bn l ln hn, m khng cn phi bn th ba, v s
lm gim chi ph.=> s dng h thng phn phi sn c tit kim chi ph
Gi
Nhn ra c xu hng nhn khu ang c s chuyn bin sang dn s
gi nhiu hn, ngha l ngi ta c xu hng chuyn sang nhng sn phm tiu
dng tt cho sc khe hn. V thnh phn dn s gi ny li l thnh phn d
d. m cc sn phm ca Pepsi th i tng ch yu li l dn s tr, thnh
phn c thu nhp t d d, v th Pepsi phi c mt chin lc gi c nhng
sn phm va ti tin v mang li nim vui, gi tr cho khch hng.
Ngoi vn v tui tc th vn v vng min v thi quen tiu dng
ca gia nh cng l nhng vn m Pepsi quan tm. Nhng vng ang pht
trin khng th mua cc sn phm bn gi cao hn nc tri cy hay nhng sn
phm nc ung khc. V vic c v v chng u i lm dn ti vic t i mua
hng v i n ung ngoi hn s lm cc sn phm ca pepsi t c tiu th
hn.
Sn phm
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Pepsi lun tm cch a ra nhng sn phm mi ph hp vi th trng
v to s khc bit cho sn phm. to iu kin cho ngi tiu dng c kh
nng la chn sn phm ca mnh hn. Ngi tiu dng ch nh gi vo gi tr
l n phm p ng nhu cu ca h nh th no, kh nng gii kht, hng v,
mu sc.. nh gi theo cc loi th trng i vi P l vic nh gi ch yu
theo th trng c c quyn vi nhiu hng nc gii kht vi nhng sn phm
khch nhau bn cho nhiu ngi mua sn phm phn bit trong mt khong gi
nht nh.
PepsiCo s dng chin lc sn phm tn cng: tc l m rng thm sn
phm mi. PepsiCo thc hin bng cch sp nhp v mua li cc cng ty
m rng danh mc sn phm ca mnh, cung cp nhiu s la chn cho mi
thi im trong ngy, p ng nhu cu mi la tui v mi nhm dn c. iu
ny s lm tng du n thng hiu ca PepsiCo v to nn s ng h ca ngi
tiu dng. Khi ngi tiu dng thy danh mc ca cng ty c nhiu sn phm
quan tm n sc kho ca h, th h s tin tng hn vo cng ty v t gp
phn gia tng sn lng bn ra ca tt c mt hng, trong c mt hng gi tr
ct li l nc gii kht c gas.
Chin lc song hnh: vn gi li tn thng hiu c, kt ni nhng
thng hiu Pepsi, Frito-Lay, Tropicana, Gatorade v Quaker, PepsiCo thc
hin gn kt nhng c tnh thng hiu FFY vi BFY v GFY. S dng m
hnh kt hp ny mang li nhng iu m ngi tiu dng hin nay mong
mun: li ch chc nng bn cnh nhu cu gii kht. Mc ch ca chin lc
ny l cng c th mnh ct li, to thm gi tr cho Frito-Lay vi hi vng rng
khi Frito-Lay pht trin th sc bn ca sn phm nc gii kht c gas ca
PepsiCo cng theo m tng ln
Chin lc ci tin sn phm: PepsiCo thc hin bng cch tn dng
cng ngh v kin thc chuyn mn ca cc cng ty m h mua li nh kin
thc v iu v v hng liu ca Frito-Lay, kin thc c quyn s dng
nhng hng liu tri cy ca Tropicana, kin thc v sn xut quy m ln i
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vi chit xut, ng chai, qun l quy trnh tch hp, kin thc v ng gi..
iu chnh cc sn phm ph hp vi tng th trng m cng ty theo ui cng
nh to ra nhng sn phm hon ton mi. PepsiCo ng v tr th 2 trong vic
gii thiu nhng sn phm mi (101 ln t nm 1999-2001). Thay i v ci
tin sn phm gip hnh nh ca cng ty PepsiCo c ngi tiu dng yu
thch hn, t cng phc v cho mc ch tng doanh s bn nc gii kht
c gas.
Ti nh v li c cu sn phm: s sp nhp gia Quaker va PepsiCo
khin PepsiCo tr thnh n v dn u trong lnh vc tt cho sc kho v em
v mt t l doanh thu ln. Tng t, c s chuyn i t nc ngt c gas v
bnh snack mn sang nc gii kht v thc phm tin dng. iu ny, gip t
l sinh li ca PepsiCo tng ln ng k, gp phn khin cng ty tng trng n
nh cnh tranh trn phn khc sn phm nc gii kht c gas.
Phn phi
Vn chuyn trc tip n cc ca hng: y c th xem l ht nhn trong
h thng phn phi ca PepsiCo. PepsiCo s hu chui phn phi ko di v
tri rng, t cc kho cha ln ti nhng ca hng nh nht, vn chuyn nhanh
chng, m bo c sn phm lun ti mi v theo di st sao cc ca hng
l gip PepsiCo hon ton lm ch c chui phn phi ca mnh, nm bt
c tnh hnh tiu th, xu hng v th hiu ca khch hng tng vng khc
nhau. iu ny gip PepsiCo phn phi cc dng sn phm ca mnh cho ph
hp, pht trin c nng lc ct li. ng thi, PepsiCo cn h tr cho dng
tin ca cc chui ca hng nh l, gip h xoay vng c vn v tit kim
c nhiu lao ng hn, t c c s trung thnh ca cc ca hng.
Nhng iu ny gip PepsiCo nng cao sc hp dn v kh nng nhn bit
ca ngi tiu dng i vi thng hiu ca mnh.
Vic st nhp vi Quacker v Tropicana: Pepsi tn dng h thng nh
kho rng ri v tin ch ca Quacker cng nh h thng ca Tropicana m
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rng nng lc phn phi ca mnh thong qua bn th ba. ng thi nng lc kt
hp ca Quacker, Tropicana v Frito-Lay to nn knh phn phi mnh m
qua cc my bn hng v cc ca hng thc phm trn khp Bc M. Mc ch
l tng du n thng hiu ca PepsiCo v tranh th s ng h ca khch
hng. Danh mc sn phm a dng cng s phn phi rng khp gp phn
gia tng sn lng ca tt c cc sn phm, bao gm c mt hng mang gi tr
ct li l nc c gas.
i theo xu hng bn l hin i: cc nh bn l ngy nay thay i tp
qun ca mnh, st nhp vi nhau to nn nhng nh bn l khng l, nm gi
trong tay th trng rng khp, nh Wal-Mart l mt v d in hnh. Thng qua
cc ng ln trong th trng bn l ny, PepsiCo d dng a sn phm ca
mnh n vi ngi tiu dng cng nh vn ti cc khch hng mi trn th
trng bn l m khng phi gp nhiu kh khn, t pht huy c sc
mnh gi tr ct li ca mnh. Tuy nhin, PepsiCo s phi i mt vi s cnh
tranh t nhng thng hiu ring ca cc nh bn l ln ny. Cc ng ln ny
s dng cc chiu tr hn ch nhng thun li trong chui phn phi ca cc
nh sn xut nh PepsiCo, lm cho li nhun bin ca Pepsi gim ng thi cc
chng trnh khuyn mi ca PepsiCo cng khng cn ngha na di chnh
sch gi r ca cc nh bn l. Chnh v vy, mun pht huy ti a nng lc ct
li ca mnh, PepsiCo phi ti cu trc li b phn kinh doanh, xy dng chin
lc gi v chin lc phn phi ph hp khng b cc nh bn l khng l
vt mt.
Pepsi c gng ct gim chi ph nh pht trin h thng phn phi tt
hn, nhn vin kinh doanh c th lin h vi nhiu nh bn l hn, khng cn
phi qua bn th ba.

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2. Vic ti cu trc ngnh kinh doanh da trn bn thn Pepsi l yu t ct
li . Th trng ch l yu t iu chnh chin lc sao cho ph hp vi vic
ti cu trc nhm mc tiu pht trin dng sn phm ct li
Vn th trng ca pepsi nhn chung c nhng nguy him :
Th nht mc ch mua Tropicana ca Pepsi ngoi vic khai thc dng
sn phm trc 11h sng thu li nhun cao , iu ny cn c nh hng
mnh n du n ton cu ca ngi tiu dng v Pepsi quan tm hn n
sc khe ca h .
Th hai mc ch mua li Quacker cng tng t Tropicana v tn dng
thm nhng ngun lc sn c ca Frito Lay pht trin dng sn phm thc n
dinh dng , snack. Nhng sn phm trn khi c ngi tiu dng n nhn s
c kt hp thng qua cc sn phm sng to thc y doanh s ca mt
hng nc gii kht
Vi vic pht trin a dng ha sng to cc dng sn phm ca mnh
Pepsi c th tng li nhun ln trng thy hon thnh mc tiu tng trng .
Tuy nhin khi nhn vo ng gp li nhun c th thy trong nm 2002 li
nhun t Frito-Lay gp 2.4 ln mng nc gii kht, iu ny chng minh
mt iu Pepsi ang lm tt hn trong lnh vc Food so vi truyn thng l
i th cnh tranh truyn kip nc gi kht vi Coca Cola. C th thy r s
dch chuyn c cu doanh thu v li nhun t mng Beverage sang Foods ,
r rng chin lc ban u Pepsi mong mun l pht trin dng sn phm ct
li tuy nhin nhng yu t t th trng lm cho Pepsi ang tng trng theo
mt con ng khc v chnh l nguy him m Pepsi ang i mt.
HT