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TI: TRN C S NGHIN CU TH TRNG DC PHM.

ANH (CH) THC


HIN KHO ST HOT NG MARKETING MIX MT NHM THUC HAY MT
THUC TRN TH TRNG HIN NAY.

KHO ST HOT NG MARKETING MIX CH PHM KANAMYCIN


1G CA CNG TY C PHN DC BIDIPHAR
A. Gii thiu chung v cng ty dc phm BIDIPHAR:
Tn giao dch: BIDIPHAR
a ch: 498 Nguyn Thi Hc Tp. Quy Nhn Tnh Bnh nh.
in thoi: 056. 3846500 - 3846040 3847798
Fax: 056. 3846846
M s thu: 4100259564
E-mail: info@bidiphar.com
Website: www.bidiphar.com
Ban Lnh o:

Ch tch HQT: Nguyn Vn Qu


Tng gim c: Nguyn Vn Qu
Ph Tng gim c: Phm Th Thanh Hng
Ph Tng gim c: Nguyn Thanh Giang

1. Qu trnh hnh thnh v pht trin:


Cng ty bt u hot ng sn xut dc phm t nm 1980, vi tn gi l X nghip dc
phm II Ngha Bnh. n thng 6 nm 1995 theo quyt nh s: 922/Q-UB ca UBND Tnh
Bnh nh, Cng ty Dc - Trang Thit B Y T Bnh nh c thnh lp, trn c s hp nht
2 n v nh nc trc thuc S Y T Bnh nh, l X nghip Dc phm Bnh nh v Cng
ty Dc phm - Dc liu - Vt t Y t Bnh nh. Tri qu nhiu thng trm trong lch s pht
trin, cng ty vt qua nhiu kh khn, hc hi, t hon thin v tr thnh mt trong
nhng n v hng u trong ngnh cng nghip dc Vit Nam.

2. Chc nng ca Cng ty:


-Sn xut, mua bn hng dc phm, dc liu, my mc thit b, dng c, vt t ngnh y
t.Sn xut, mua bn lp t thit b c in lnh, h thng cung cp khng kh lnh tit trng, h
thng cung cp xy, Ni-t phc v ngnh y t. Sn xut l, ng thy tinh dng cho cng nghip
dc phm, tiu dng.
-Sa cha, bo tr, bo dng trang thit b, my mc, dng c trong lnh vc y t v sn xut
dc phm.
-Dch v kim nghim thuc, dch v t vn qun l bo m cht lng trong sn xut thuc.
Cung cp cc dch v trong lnh vc sn xut dc phm.

-Mua bn ha cht, vc-xin, sinh phm min dch, ha cht ch phm dit cn trng, dit
khun trong lnh vc y t, hng m phm.

3.Nng lc sn xut kinh doanh:


Ngy nay, trc nhng i hi ca th trng v nhng sn phm cht lng cao, s lng
ln phc v cho cng tc iu tr bnh, Bidiphar u t pht trin mt cng ngh sn xut
hin i v t ng ha hon ton. Tt c cc dy chuyn sn xut u khp kn, lin tc, m
bo v trng cao, kh nng chng nhim cho gia cc khu vc sn xut vi mi trng
ngoi c thc hin rt khoa hc v nghim tc theo tiu chun GMP.
Bidiphar khng ngng u t xy dng mi nhiu nh xng, trang b mi hng lot cc thit
b hin i, nhiu dy chuyn sn xut khp kn. Hin nay, Bidiphar c 11 dy chuyn sn xut
t tiu chun GMP WHO, h thng kho t tiu chun GSP, phng kim nghim t tiu chun
GLP, tt c hot ng trn h thng qun l cht lng quc t ISO 9001:2008.

4.Mng li phn phi:


Mng li tiu th trong tnh: bao gm cc bnh vin, trung tm y t v cc c s iu tr
trong ton tnh, cc i l, nh thuc trong tnh, thng qua mng li phn phi ca 8 Hiu thuc
v trn 230 i l, quy l bn thuc rng khp cc huyn trong tnh. Mng li tiu th ti cc
tnh khc c phn chia thng qua 3 khu vc ln: Khu vc Thnh ph HCM v cc tnh pha
Nam, Khu vc Min trung v Ty nguyn, Khu vc H ni v cc tnh pha Bc.

5.Cc danh hiu v gii thng cht lng t c :


Nm
1995
1996
1999
2003
2004
2005-2006
2006
2007
2007
2007
2008

Danh hiu v gii thng

n v trao tng

Hun chng Lao ng hng


III
Gii thng cht lng bc
Hun chng Lao ng hng
II
Hun chng Lao ng hng
nht
n v Anh Hng trong thi
k i mi
Doanh Nghip Vit nam Uy
Tn Cht lng
Gii thng Sao Vng t
Vit
Cp Vng Thng Hiu v
Nhn Hiu ln II
V s cng hin Min Trung
trong lnh vc Dc phm
Cp vng ISO Cha kho hi
nhp
Thng hiu mnh

Ch tch nc
B Khoa Hc v Cng Ngh
Ch tch nc
Ch tch nc
Ch tch nc
B Thng mi
B Cng Thng
B Thng mi
B Thng mi
B khoa hc v cng ngh
Lin hip cc Hi khoa hc v

2008
2008
2009
2009
2010
2011
2012
2004-2013
2013

Sn phm Vit hp chun


WTO v s hu tr tu
Thng hiu vng Golden
Brand Awards 2008
Hun Chng c Lp Hng
Ba
V sc kho ngi Vit
Thng hiu mnh 2010
Doanh nghip tiu biu Asean
Top 50 nhn hiu ni ting
nm 2012
Hng Vit Nam cht lng
cao
Thng hiu ni ting Asean

k thut Vit Nam


Hi S hu tr tu Vit Nam
(VIPA)
B Cng Thng
Ch tch nc
B y t, hi y hc Vit Nam
B Cng Thng
B Cng thng Vit Nam v
Lo
Hi S hu tr tu Vit Nam
Ngi tiu dng bnh chn
lin tip cc nm
B cng thng Lo, B
Thng tin vn ha du lch Lo,
lin hip cc Hi khoa hc v
k thut Vit Nam.

6.Th trng tiu th:(t l %)


Nm

2009

2010

2011

Min Trung

143,396%

161,626%

229,573

Min Nam

19,677%

26,009%

52,184%

Min Bc

49,111%

61,677%

93,050%

Xut khu

5,789%

9,514%

14,335%

B. Chin lc Marketing Mix ch phm KANAMYCIN 1G:


Cc bin s Marketing bao gm: sn phm(Product), gi c (Price), phn phi (Place), xc
tin (Promotion) - thng c gi l 4P.

1.Sn phm(Product):
ra ch trng tp trung vo vic cho bn li ch ca sn phm ch khng phi l c tnh
ca sn phm, ch trng tha mn nhu cu v li ch ca khch hng t c mc tiu lu
di ca cng ty. Theo quan im Marketing t gc ngi tiu th th sn phm ca doanh
nghip c hiu l mt h thng thng nht cc yu t c lin h cht ch vi nhau nhm tha
mn ng b nhu cu ca khch hng bao gm sn phm vt cht, bao b, nhn hiu hng ha,
dch v, cch thc bn hng

KANAMYCIN 1G

THNH PHN:
Kanamycin sulfat tng ng Kanamycin: 1 g
DNG BO CH: Thuc bt pha tim
QUY CCH NG GI:
Hp 1 l bt pha tim 1 g, km 1 ng nc ct pha tim 4 ml.
Hp 10 l bt pha tim 1 g.

CH NH:
Kanamycin c dng trong thi gian ngn iu tr cc nhim khun nng do cc chng vi
khun nhy cm gy ra (nh E. Coli, Proteus, Enterobacter aerogenes, Klebsiella pneumoniae,
Serratia marcescens v Mima- Herella) khng li cc Aminoglycosid khc t gy c c quan
thnh gic hn.
iu tr lu v nhim khun lu mt tr s sinh.
Khi cn thit, Kanamycin c th dng vi Penicilin hoc Cephalosporin, nhng trnh dng khi
c c tnh trn tai v trn thn.
Kanamycin c dng nh thuc hng th hai trong iu tr lao.
CHNG CH NH:
Ngi bnh c tin s qu mn hoc c phn ng c vi Kanamycin hoc cc Aminoglycosid
khc.
LIU DNG CCH DNG:
Tim bp:
Tim dung dch Kanamycin c nng 250 mg/ml (l bt 1 g pha trong 4ml nc ct)
Ngi ln:
Nhim khun cp: 1 g/ ngy chia lm 2 - 4 ln. Liu trnh iu tr gii hn trong 6 ngy v tng
liu khng qu 10g.
Nhim khun mn: 3g/tun (1g/ngy dng cch nht) hoc 1g/2ln/ngy, 2 ln/tun, tc 4 g/tun.
Tng liu khng qu 50 g.
Tr em:
Nhim khun cp: 15 mg/kg/ngy chia 2 - 4 ln, khng qu 6 ngy.
Nhim khun mn: Khng c liu c bit.
Ngi cao tui:
Gim liu, thn trng nh vi ngi bnh suy thn.
Tim tnh mch:
Ch dng cho ngi bnh nhim khun nng hoc e da try tim mch.
Dung dch Kanamycin tim tnh mch c nng 2,5 mg/ml hoc 5 mg/ml. Ha l thuc 1 g vi
200 - 400 ml dung dch tim Natri clorid 0,9% hoc Glucose 5%.
Liu ngi ln v tr em l 15 mg/kg/ngy chia lm 2 - 3 ln, truyn chm vi tc 3 - 4
ml/pht trong thi gian 30 - 60 pht.
Gim liu vi ngi bnh suy thn hoc ngi gi yu.
THN TRNG:
i vi ngi bnh v niu, phi dng thuc cch 3 - 4 ngy mt ln v gim cn 1/2 liu bnh
thng. Tt nht l phi kim sot nng thuc trong huyt thanh khng qu 30 mcg/ml.
Ch nn dng trong trng hp nhim khun nng hoc khng cc khng sinh khc nhng cn
nhy cm vi Kanamycin v nng thuc trong mu khng c qu 30 mcg/ml.

Thn trng khi dng Kanamycin cho ngi bnh nhc c v Kanamycin gim nh trng lc
c. Khng c tim vo mng bng trong phu thut nhng ngi bnh dng thuc phong
b thn kinh c.
Bnh l thn kinh v cm gic, vn ng xy ra khi dng Kanamycin ti ch trong phu thut
ct sng.
S dng cho b m mang thai v cho con b:
Thi k mang thai:
Khng dng cho ph n trong thi k mang thai
Thi k cho con b:
Kanamycin bi tit vo sa, t l Kanamycin trong sa v mu l 0,05 - 0,40. Sau khi tim bp
1g, nng nh ca Kanamycin trong sa l 18,4 mg/lt. Khng thy c nh hng ti tr b
m, v Kanamycin hp th km qua ng ung. Tuy nhin c 3 vn cn phi lu i vi
tr b m: thay i h vi sinh ng rut, nh hng trc tip n a tr (d ng hoc qu mn)
v lm sai lch kt qu nui cy vi khun khi c st.
nh hng n kh nng li xe v vn hnh my mc:
Cha tm thy trong cc ti liu.
HN DNG: Trong l kn, trnh m.
BO QUN: L tim bt 36 thng, ng dung mi 48 thng (k t ngy sn xut).

2. Chin lc gi (Price):
Thuc l mt loi hng ha c bit thit yu lin quan trc tip n sc kho, tnh mng con
ngi nn khi c bnh th d kh khn n u cng phi khc phc mua thuc. Tuy nhin
vic a ra nh gi cho bt k mt sn phm thuc no cng phi thc hin theo nguyn tc nh
nc. Nhng thc t c nhiu loi thuc khi n tay ngi tiu dng b y ln cao. Ni dung
cc vn bn tp trung vo vic qun l nhp khu thuc; chn chnh phn phi v cung ng
thuc cho bnh vin; qun l gi thuc; chng c quyn; tng cng kim tra, thanh tra v x l
cc vi phm... Cng tc nh gi thuc l mt quyt nh quan trng trong hot ng Marketing
ca Bidiphar. Cng ty Bidiphar nghin cu xy dng v trin khai p dng gi bn l thuc
trong ton h thng. Theo , gi thuc bn l tt c cc c s trc thuc u c tnh theo gi
gc, tc l ly gi bn bun ca c s bn bun tr i t l chit khu thng mi hoc khuyn
mi ca c s bn bun cng vi thng s bn l c php. Vic p dng quy nh qun l gi
thuc theo gi gc ch khng qun l gi trn ho n (gi cha tr i t l chit khu thng
mi hoc khuyn mi ca c s bn bun) gp phn chng tng gi bt hp l, bo v quyn
li ngi s dng. Mt khc cng ty nim yt gi bn vi c quan Y t nhm gim hin tng
thuc gi v thuc km cht lng, lm nh hng uy tn Bidiphar trn th trng.

Tham kho gi ca mt s i th cnh tranh:Pan-Kanamycin 1g (Php):gi s


6000 ng/l, 142.000 ng/hp 25 l.Kanamycin acid sulphate(n ):gi bn l
6.400 ng/l.
nh gi:gi bn l 5.500 ng/l.Gi bn s:4.500 ng/l,42.000ng/hp 10 l

3. Chin lc phn phi(Place):


bn tt, mt doanh nghip thng mi phi tha mn rt nhiu nhu cu t ra t pha
khch hng, khch hng khng ch cn 1 sn phm cht lng tt v gi c phi chng m cn
cn p ng c ng a im v thi gian. Do cng ty tn rt nhiu cng sc trong vic
tm kim a im thun li.
Hin nay mng li tiu th ca cng ty c mt khp cc tnh trong c nc t Lng Sn
n mi C Mau v nhng nc ln cn.M rng th phn ra cc tnh min Nam , Ty Nguyn
v xut khu sang Lo, CamPuChia. Cc th trng ang chim lnh: k Nng, Lm ng,
Kon Tum, GiaLai ,k Lak.

Knh phn phi:

Nh SX

Nh SX

Nh SX

Nh SX

ai l bn s

Ngi tiu
dng

Knh trc tip

Nh bn s

Nh bn s

Nh bn l

Nh bn l

Nh bn l

Ngi tiu
dng

Ngi tiu
dng

Ngi tiu
dng

Knh cp 1

Knh cp 2

Knh cp 3

Do chn knh phn phi trc tip nn lc lng bn hng ng mt vai tr rt quan trng, c
nh hng trc tip n hiu sut hot ng ca knh phn phi. Lc lng bn hng ca cng
ty bao gm lc lng bn hng ti vn phng v lc lng bn hng bn ngoi doanh nghip.
Yu cu i vi lc lng bn hng ca cng ty l phi c chuyn mn, kin thc v am hiu
tng tn v sn phm, dch v ca cng ty, phc v chu o khch hng trn tinh thn: khch
hng l cha l m gi kh tnh. Ring lc lng bn hng ngoi doanh nghip c trang b
nhng iu kin tt nht tr thnh mt i ng chuyn nghip tip cn vi on th trng
mc tiu l cc cng s hin i.

4. Chin lc xc tin v h tr kinh doanh(Promotion) :

a.Qung co:
Cng ty tin hnh loi qung co gy ting vang tc l loi hnh qung co dng cao
hnh nh ca cng ty trong tr nh ca khch hng mc tiu hay nhng i tng khc c lin
quan. l gii thiu v mi trng doanh nghip hin i, chuyn nghip, nhng cam kt uy
tn cht lng sn phm v dch v hon ho nht,... Cng ty qung co thng qua phng tin
thng tin i chng nh:ti vi,i pht thanh,bo ch, biu ng, t ri, hin ti cng ty ang tin
hnh xy dng mt website ring nhm qung b tn tui Bidiphar thng qua mng Internet.
Ngoi ra cng ty cn tin hnh qung co ti ni bn hng nh t chc cc bui gp g trao i,
t vn k thut cho khch hng, cung cp cho h nhng thng tin v cng ty.

b.Hot ng khuyn mi:


Cng ng vai tr quan trng trong mi trng cnh tranh hin nay, y l hnh thc xc tin
b sung cho qung co. V d trong dp Tt va qua doanh nghip c cc chng trnh khuyn
mi nh: tng qu, tng phiu rt thm trng thng, chng trnh x s khuyn mi N
XUN PHT TI. . Bn cnh cng ty cn xy dng quan h cng chng (hot ng
PR_public relation) nhm khuych trng tn tui ca mnh, v d nh: t chc cc bui giao
lu gp g gia cc nhn vin vi sinh vin cc trng i hc trao i thng tin v kin thc.
Cng on C s Cng ty C phn Dc BIDIPHAR kt hp vi Bo Quy Nhn n
thm hi v tng qu cho nhng bnh nhn c hon cnh kh khn ti tnh Bnh nh v Ph
Yn. Thng qua nhng chia s v vt cht v tinh thn,cng ty hy vng gp phn xoa du ni au
v em li nim tin vo cuc sng cho nhng bnh nhn ngho ang chng chi vi bnh tt.

c.Mc tiu kinh doanh:


Xc nh mc tiu ln nht ca cng ty c phn Dc phm Bidiphar i vi dng sn phm
thuc KANAMYCIN 1g l tr thnh mt cng ty phn phi hng u v sn phm iu tr
bnh thng thng: nhim khun,nhim trng... vi tiu ch: Uy tn, cht lng, chuyn nghip
v pht trin c nh hng. Th hin c tm nhn ca cng ty: "Chm sc sc khe, chia s
nim vui".
Bidiphar xem trng vic phc v khch hng, m rng h thng phn phi ti cng ng khu
vc. Ngoi vic qun l kinh doanh mt cch khoa hc, nng ng, Bidiphar cam kt xy dng
v trin khai cc hot ng kinh doanh hiu qu, to sn phm c tnh cnh tranh cao, mang ng
cp quc t.

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