Professional Documents
Culture Documents
GIO N L THUYT
MN HC:
MARKETING DC
H V TN GIO VIN: V HU NH
PH LC
1.1.2. nh ngha
1.2.1. Vai tr
19
19
19
19
20
21
21
21
22
ii
22
22
23
23
24
25
25
25
25
26
26
27
28
28
28
29
29
30
30
30
5.1.2. Vai tr
30
30
30
5.2.1. Nh sn xut
30
31
32
32
5.3.2. Knh cp 1
32
33
33
iii
33
34
34
35
35
6.1.1. Bn cht
35
6.1.2. Vai tr
35
35
6.2.1. Qung co
35
37
37
38
38
PHN B: MARKETING DC
40
I. nh ngha Marketing dc
40
II. c im Marketing dc
40
41
III.1. Mi trng v m
41
III.1.1. Mi trng dn s
41
42
43
43
44
III.1.6. Mi trng vn ha
44
III.2. Mi trng vi m
45
45
46
47
48
iv
48
49
50
IV.1. Mc tiu
50
IV.2. Vai tr
50
52
52
53
54
55
63
63
63
T sn xut
n cp
n xin
* Trong iu kin hot ng trao i cn s khai, Marketing cha pht trin do hot
ng Marketing mang tnh t pht.
* T nhng nm 50-60: vn tiu th l ch yu tc l DN lm th no h gi bn
v phn phi hng n tn tay ngi tiu dng.
* T th k XIX v na u th k XX: sn xut hng ho pht trin (SX i cng nghip
c kh, SX hng ho hng lot) nhng mc sng ca ngi dn cn thp => marketing
truyn thng
* Ngy nay, cung > cu, mc sng ca ngi dn ngy cng c nng cao, tiu
th hng ho cc doanh nghip phi nghin cu nhu cu ca ngi tiu dng, trn c s
thit k sn phm, xc nh gi, xc nh mng li phn phi, cch thc qung co
phi hp nhm tho mn n. chnh l hot ng marketing hin i
1.1.2. nh ngha:
Khi mi ra i marketing ch l mt khi nim n gin bt ngun t thut ng ting Anh
Marketing, marketing c ngha l nghin cu th trng, lm th trng, ch gii hn trong
c trng:
V d :
Nhu cu
pht trin bn thn
Nhu cu
c tn trng
Nhu cu bn ng (t khng nh mnh): v l tng, pht trin nhn cch, sng to,
danh ting
Marketing xy dng
+ Marketing trong lnh vc phi kinh doanh : y t, gio dc, hot ng chnh tr, vn
ng tranh c, cng on, tn gio..v..v...
1.1.5. Mc tiu ca h thng Marketing
- Nhm t ti mc tiu dng cao nht c th
- Nhm t ti s tha mn cao nht ca ngi tiu dng
- Cho php mt s la chn rng ri
- Nhm nng cao ht mc cht lng sng
1.2. Vai tr v chc nng ca hot ng Marketing
1.2.1. Vai tr
- Gip doanh nghip hiu r s phong ph, phc tp v hay thay i ca nhu cu, th
hiu ca khch hng.
- Gip doanh nghip tm ra ng nhng bin php tha mn nhu cu ca khch hng
mt cch tt nht, t t c nhng mc tiu ra.
Cc hot ng qung co
Tm li: 4 chc nng trn y tuy c ni dung v chc nng khc nhau nhng chng
khng th tch ri, i lp nhau. Chc nng lm sn phm thch ng vi nhu cu th
trng lun gi v tr trung tm, c vai tr lin kt v phi hp cc chc nng phn phi tiu
th v ym tr theo mt mc tiu l ti a ho li nhun trn c s tho mn cao nht
nhu cu ca khch.
2.1.2.3. Yu cu:
C nhiu cch phn khc th trng, nhng khng phi cch no cng cho ra nhng
khc th trng hiu qu. xc nh c mt khc th trng hiu qu th vic phn khc
phi m bo cc yu cu sau:
Tui
- Gii tnh
Quy m gia nh
- Giai on ng i
Mc thu nhp
Ngh nghip
- Trnh hc vn
Tn gio
- Dn tc
- L cng c quan trng gip cho doanh nghip ch ng phng nga nhng ri ro, bt
trc, mt khc c th chun b iu kin, kp thi nm bt thi c, khng ngng tng cng
sc mnh v li th cnh tranh trong s tc ng khng ngng ca mi trng kinh doanh.
2.2.2. Ni dung nghin cu th trng
2.2.2.1. Qu trnh nghin cu thng tin v khch hng
1. Pht hin vn v hnh thnh mc tiu nghin cu
Doanh s tt gim
Mi tng kinh doanh thay i
Thm nhp hay m rng th trng
Tung sn phm mi vo th trng
2. Tm kim ngun ti liu
a. Xc nh ngun d liu
T mc tiu nghin cu, chng ta xc nh ngun d liu. K hoch nghin cu c th
i hi phi thu thp nhng thng tin t nhng ngun d liu khc nhau,bao gm 2 loi: d
liu th cp v d liu s cp
Bn ngoi
Bn trong
Ngun ti liu th cp
DOANH
NGHIP
Ngun ti liu s cp
Trc tip
Quan st
Trao i
Th iu tra
in thoi
10
Ngun bn trong: l nhng ghi chp v doanh thu, n t hng ca khch hng,
bo co bn hng, kt qu nghin cu marketing k trc thng l kt qu ca s sch
thng k, k ton. Chng s cung cp nhng thng tin t cc hot ng v cc ghi chp
ca cc b phn khc
Ngun bn ngoi: bao gm cc ngun thng tin t cc Cng ty nghin cu
Marketing, chnh quyn, tp ch chuyn ngnh, cc bo co ca doanh nghip, internet..
u im ca ngun thng tin th cp
Nhc im:
D liu s cp : l nhng thng tin cha qua x l do doanh nghip t thu thp trn
hin trng theo yu cu v mc tiu nghin cu ca mnh
u im
S liu ph hp vi yu cu nghin cu
Nhc im
Chi ph cao
Hn ch:
- Kh khch quan
- t c b phn c th thc hin iu tra
=> p dng i vi nhng mt hng k thut cao m ngi tiu dng t hiu bit
Thu ngoi
u:
- Khch quan
- Ngi iu tra l cc chuyn gia Marketing
Hn ch:
11
T l tr li cao
C d liu kp thi
Cu tr li d b thin lch
Khc vi phng php iu tra, phng php ny thiu s tip xc gia ngi vi
ngi. Mc d vy, phng php ny vn c mt s u im sau:
C th iu tra vi mt s lng ln
12
Ngi tr li c th gi b mt
Chi ph thp
Ha hn vi ngi tr li ci g
T l tr li nhanh
13
a. C
b. Khng
b. Tt
c. kh
d. Km
Cc yu cu cn p ng khi son bn cu hi
- Cc cu hi ch yu l cu hi ng
- Nn bt u bng nhng cu hi d tr li
- Trong cu hi la chn, cc la chn cho tr li nn bo m s cn i
- Khng dng t chuyn mn kh hiu, kh hnh dung hi
- Khng c hi p
- Nhng cu hi mang tnh ring t nn cui bn cu hi
-
2.2.2.2. Tin trnh mua ca khch hng l ngi tiu dng
Tin trnh quyt nh mua ca ngi tiu dng
Nhn
thc vn
Tm
kim
thng tin
nh
gi v
la
chn
phng
Quyt
nh
mua
Hnh vi
sau khi
mua
Trong giai on ny, ngi lm cng tc Marketing cn phi pht hin nhng
hon cnh thng y con ngi t ch thc vn sang hiu vn
14
Ngun thng tin c nhn: (gia nh, ngi quen) thng tin truyn ming
Tnh thuyt phc : Ngun kinh nghim > c nhn > ngun thng mi
15
d. Quyt nh mua
Sau khi nh gi cc phng n, ngi tiu dng s xp hng cc i tng hnh thnh
nh mua nhng phi l th hng nht, tuy nhin, ngi tiu dng vn c th thay i do 2
yu t:
Thi ca
ngi khc
nh gi cc
phng n
nh
mua hng
Quyt nh
mua
Cc yu t
ngoi d kin
Cc yu t ngoi d kin v hon cnh, mi trng (mt tin, mt vic, chy nh,
m..) pht sinh t ngt v lm thay i nh mua.
e. Hnh ng sau khi mua
Bn hng cha hn l xong vi cng ty. Mc tha mn hay khng khi tiu
dng nh hng rt ln n hnh vi mua:
Nu cht lng ca sn phm = s mong i ca khch hng => hi lng
> s mong i ca khch hng => rt hi lng
< s mong i ca khch hng => khng hi lng
Nu hi lng -> ngi tiu dng s mua khi c dp, truyn nhng
thng tin tt v sn phm
16
C ng/ Xc tin hn hp
Sn phm
Th trng
mc tiu
Gi c
C ng
17
18
+ Hng nm (hng c nhu cu th ng): l loi sn phm t ngh n khi mua n, hng
kh tiu th, p ng cho nhu cu th ng. => Ngi bn tng cng n lc trong thng
mi, lc lng bn hng, s dng bin php kch thch tiu th (qung co, khuyn mi)
- Hng k ngh: l nhng sn phm do c nhn hay t chc mua v gia cng thnh
nhng sn phm khc hoc dng trong hot ng dch v qun l doanh nghip.
+ Hng nguyn vt liu, v liu cu kin: l nhng loi sn phm tham gia v bin i
hnh dng trong qu trnh ch to.
+ Cc loi thit b, nh xng
+ Cc loi tip liu, dch v:
3.1.3. Ba cp sn phm /Cu to sn phm theo quan im marketing
- Li li ch (Sn phm tng): ni ln li ch dch v thc s c th ca sn phm
tc l v n m khch hng mua sn phm
- Lp hu hnh (Sn phm hin thc): nhng vt th to nn li li ch nh c im,
tnh nng s dng, bn, kiu dng, tui th, bao b, nhn hiu sn phm
- Lp v hnh (Sn phm hon chnh): l hng ho hon thin bao gm cc li ch ca
sn phm, nhng yu t gia tng tnh cnh tranh ca sn phm => Doanh nghip tm kim
nhng cch thc mi tho mn khch hng v to s khc bit sn phm ca mnh
Sn phm tng
Sn phm hin thc
Ba cp ca sn phm
19
3.2.1.2. ngha
- trnh sao chp v sn phm, hn ch s ri b tiu dng sn phm ca cng ty
sang dng sn phm ca i th cnh tranh.
- Khoa hc cng ngh h tr rt nhiu cho vic nghin cu sn phm mi mt cch
nhanh chng, p ng c nhu cu ca con ngi trong iu kin ngun lc v ti chnh
hn ch v nguyn vt liu khan him
- Khi i sng ca ngi dn ci thin, nhu cu v nhng sn phm mi theo hng
cao cp, hin i v tin dng hn s tng
3.2.2.M hnh v c trng cc giai on ca chu k sng ca sn phm
Doanh s v li
nhun ($)
Doanh s
Li nhun
Thi gian
Thit k SP
Trin khai SP
Pht trin
Bo ha
Suy tn
L/ cf u t ($)
- Giai on trin khai (t1 - t2 ): Thi gian v doanh thu tng chm, chi ph cao (do y
mnh qung co, hon thin sn phm, h tr tiu th) => li nhun thp hoc l
- Giai on tng trng (t2 - t3): Doanh thu tng mnh, chi ph gim (do gim chi ph
qung co v cc chi ph khc), vic m rng th trng thun li => li nhun t cc i
- Giai on bo ho (t3 - t4): doanh thu tng chm hoc bt u gim dn, chi ph tng
(cnh tranh gay gt) => li nhun gim st
- Giai on suy tn (t4 - t5) : doanh thu gim, chi ph gim t => li nhun gim mnh
3.3. Cc chnh sch v sn phm
3.3.1. Chnh sch cht lng sn phm:
Cht lng sn phm l kh nng ca sn phm trong vic thc hin chc nng m
ngi ta giao cho n, bao gm: bn, tin cy, chnh xc, sc nt, tnh a dng v
cng dng, dch v hon ho..
Chnh sch cht lng sn phm ca mi doanh nghip cn c vo:
+ Doanh nghip nhn nhn gc t pha khch hng c ngha l sn phm p ng
tho mn nhu cu ca khch hng
+ Mc cht lng m cng ty la chn t nht phi ngang bng vi i th cnh tranh
+ Cht lng cn th hin phong cch, dch v km theo
20
3.3.2.
3.3.2.1. Khi nim v thang sn phm/ Chng loi sn phm: l mt nhm sn phm
c lin quan mt thit vi nhau do ging nhau v chc nng hay do bn chung cng nhng
nhm khch hng hoc c xp chung mt mc gi no .
3.3.2.2. Chnh sch chng loi sn phm:
Doanh nghip c th m rng hay thu hp danh mc sn phm ca mnh ang c trn
th trng ty theo mc cnh tranh hay nhu cu tiu dng.
Ph sn phm/ Danh mc sn phm: l tp hp nhng nhm chng loi sn phm hay
tp hp cc thang sn phm khc nhau ca doanh nghip. Qui m ca ph sn phm c
xc nh bi chiu rng, chiu di, chiu su
+ Chiu rng ca ph sn phm: l tng s lng cc thang sn phm khc nhau ca
DN
+ Chiu di ca ph sn phm: l tng s cc mt hng khc nhau to thnh cc thang
ca ph sp
+ Chiu su ca ph sp: l s lng cc phng n la chn mt hng trong khun kh
ca tng nhm
3.3.3. Chnh sch nhn hiu sn phm
3.3.3.1. Khi nim :
Nhn hiu sn phm l tp hp tn gi, kiu dng, hnh v, kiu phng ch, mu
sc..hoc bt c c im no cho php phn bit n vi cc sn phm ca doanh
nghip khc. Trong nhn hiu cn phn bit:
+ Tn ca nhn hiu (Brand name): l phn c c ca nhn hiu nh Sony, Mc
Donalds...
+ Du hiu ca nhn hiu (brand mark): l b phn ca nhn hiu m ta c th nhn bit
c (nhng khng th c c) nh l logo, biu tng, hnh v, mu sc, kiu ch c
th
+ Nhn hiu thng mi (trade mark)/ thng hiu: l ton b hay mt phn ca nhn
hiu c php lut bo h
3.3.3.2. Chc nng ca nhn hiu:
-
- Thc hnh: thun tin cho vic mua bn sn phm , qun l ca nh nc, bo v
ngi tiu dng v x hi. Cn c vo nhn hiu buc DN phi m bo duy tr v pht
trin cht lng sn phm
3.3.3.3. Yu cu:
- Tn nhn hiu: d c, d nghe, d nh (ngn gn v c o), c th phin m ra
ting nc ngoi
21
- Nhn hiu phi tun th theo qui nh ca php lut: khng c s dng, sao chp
nhn hiu ca ngi khc.
- Ngn ng v cc yu t nhn hiu phi ph hp vi phong tc tp qun, ph hp
vi dn tc, phi phn nh ng bn cht v ngun gc ca sn phm (thc phm, dc
phm), phi ng k quyn s dng
3.3.4. Chnh sch bao b ca sn phm
3.3.4.1. Khi nim: bao b sn phm l vt dng cha ng, bo qun v qung co
cho sn phm
3.3.4.2. Chc nng:
- Chc nng k thut: bo v, cha ng sn phm, thun tin cho vic mua bn sn
phm: nh nh lng sn phm, thun tin cho vic vn chuyn, d tr, bo qun v tiu
dng ca sn phm.
- Chc nng thng mi: cung cp nhng thng tin cn thit cho khch hng, tng
sc hp dn ca hng ho, bao b ca sn phm chnh l ngi bn hng im lng
3.3.4.3. Yu cu khi thit k bao b:
-
- Tun theo cc qui nh ca php lut, k m hiu trn bao b, thng tin, vt liu ch
to bao b
-
22
Ti a ho li nhun: xc nh mt mc gi m tng ng vi n t mt sn
lng tiu th nhm chnh lch gia doanh thu v chi ph l ln nht
Tng s lng sn phm tiu th hoc tng th phn ca doanh nghip : thng
nh gi gi thp y mnh vic thm nhp th trng (m rng th phn)
Tn ti: Trong iu kin tnh hnh th trng c nhiu kh khn hoc c s cnh
tranh gay gt tn ti do doanh nghip t ra gi thp (khng li ), thm ch l nhm
duy tr lng cu, n nh qui m sn xut
Cc mc tiu khc: khng nh cht lng sn phm, uy tn nhn hiu sn phm,
dn u v cht lng, ngn chn i th cnh tranh => gi cao
* Chi ph sn xut kinh doanh
Chi ph l mt c s nh gi sn phm. Khi xc nh gi cho mt sn phm th gi c
th trang tri cho mi chi ph v sn xut, phn phi v tiu th, ng thi to ra c li
nhun hp l cho nhng ri ro m doanh nghip phi gnh chu.
4.1.2.2. Cc nhn t bn ngoi doanh nghip
Nhu cu th trng v sn phm: Mi quan h ph thuc gia gi c v mc nhu
cu hnh thnh theo lut cu: gi tng th cu gim v gi gim th cu tng. Tuy nhin
cng c trng hp khi sn phm l nhng loi khan him, qu him th khi gi c tng lm
cho nhu cu tng.
Xt cho cng khch hng l ngi quyt nh xem gi ca sn phm c ph hp hay
khng.
Cht lng sn phm ca doanh nghip hay ca cc i th cnh tranh s gip cho
cng ty xc nh c khong gi trung bnh.
23
Chi ph bin i +
= Chi ph n v
LN mc tiu
24
25
4.3.2.2. Phng php thm nhp: nh mc gi ban u thp chp nhn l nhm thu
ht mt lng ln khch hng. Trn c s tng sn lng tiu th v c c li nhun.
iu kin p dng:
26
27
Nghin cu th trng
Chia x ri ro: gnh chu nhng ri ro lin quan n vic thc hin ca knh
Hon thin sn phm: bao gi sp xp phn loi thc hin mt s cng vic ca nh
sn xut.
D nhin cc chc nng ny cn c thc hin nhng vn t ra l nghin cu xem
ai l ngi thc hin cc chc nng ny
5.2. Cc thnh vin ca knh phn phi
5.2.1. Nh sn xut:
Nh sn xut hay cn gi l nh cung cp bao gm rt nhiu loi, t cng nghip, nng
nghip, lm nghip, xy dng n ngnh cng nghip dch v
Cc nh cung cp ny u c cng mc ch l sau khi kt thc qu trnh sn xut, cn
a sn phm ra th trng tha mn nhu cu ca khch hng. Tuy nhin, phn ln cc
cng ty nh u khng nm v tr giao thng thun li phn phi trc tip cho th
trng cui cng, cng nh thiu c kinh nghim cn thit ln qui m hiu qu thc hin
tt c cc cng vic phn phi cn thit cho sn phm ca h ti khch hng cui cng.
Bng vic chuyn cng vic phn phi cho cc thnh vin khc ca knh nh ngi bn
bun, ngi bn l, nh sn xut c th t c s tit kim tng i
28
c im:
+ Thng c nhiu vn, phng tin kinh doanh hin i, c phm vi bun bn
rng ln
+ C kh nng chi phi nh bn l nn h c sc y hng ha ra th trng
ln. Do vy c kh nng chi phi th trng, tr thnh nh c quyn.
+ t tip cn vi khch hng cui cng m thng quan h vi nhiu nh bn
l, t nng ng hn cc nh bn l v thng c quyn mua
+ Thng lin kt vi nh sn xut pht huy sc mnh ca mi bn, c khi
h cn u t vo sn xut.
5.3. Cc loi knh phn phi
Trong hot ng Marketing, ngi ta chia knh phn phi thnh 4 dng knh
29
5.3.1. Knh trc tip (knh cp khng): ngi sn xut bn trc tip cho ngi tiu
dng, khng thng qua cp trung gian no
Nh sn xut
Ngi bn l
u:
+ Pht huy c u th ca knh cp khng
+ Gii phng c chc nng lu thng nng cao trnh chuyn mn ha
v pht trin nng lc sn xut ca doanh nghip
+ Gip doanh nghip xm nhp cc th trng mi mt cch d dng hn.
Nhc:
+ Khng ph hp vi nhng sn phm c gi tr cao. Bi v khng phi i l
bn l no cng c kh nng tiu th hng cho cng ty.
+ i hi vn kinh doanh ln v trnh hiu bit v sn phm, chuyn mn
k thut ca nhn vin bn hng mc cao.
30
u:
31
32
c im
Kh nng lp li cao
C tnh t do cao
33
- Pa no - ap phch
Bao b, bao gi
Hnh nh ng
- Catolog
T ri, tp gp
- Danh b in thoi
Bo, tp ch
- Trng by ti im bn
Khi la chn nhng phng tin th nn la chn nhng phng tin no l chnh
v s phi hp gia chng tu theo mc chi ph dnh cho mi phng tin
u im, nhc im
- u:
+ C th n vi ngi tiu dng cc khu vc a l khc nhau
+ S dng kiu ch, mu sc, hnh nh, m thanh sng ng, p mt d thu
ht khn thnh gi
+ To ra n tng rng ngi bn hng rt ln, hng mnh v thnh cng
+ Gip mi ngi bit n sn phm nhiu hn t kch thch tiu th hng
nhanh.
- Nhc:
+ Tn km nhiu chi ph
+ Khng c sc thuyt phc bng cc nhn vin bn hng.
6.2.2. Khuyn mi/ Xc tin bn:
L nhng hnh thc thng trong thi gian ngn khuyn khch dng th hay mua
sn phm dch v nhm gy tc ng n nhu cu ca khch hng
V d: + Nh hng Ph L mi khai trng , thu ht khch qun gim gi 50%
trong tun l khai trng
34
+ Cng ty du lch Vitour, sau khi t chc tour cho du khch th doanh
nghip tng cho khch b su tp tem th v mt chic nn l Vit nam lm
qu lu nim
Hi ch trng by v trin lm
u, nhc im
Hi tho
Quyn gp t thin
Cc n phm
Tp ch doanh nghip
Ti tr, bo tr
Quan h cng ng
Cc s kin c bit
u, nhc im
35
Hi ngh bn hng
Hng mu c bn hng
Hi ch v trng by thng mi
u, nhc im
Marketing trn bo v tp ch
u, nhc im
- u: + Mang li nhiu li ch cho khch hng nh la chn v t hng thun tin,
tit kim c thi gian.
+ Cho php la chn khch hng trin vng k hn, gi c b mt cho
hot ng Marketing trc cc i th cnh tranh.
36
37
PHN B: MARKETING DC
I. nh ngha Marketing dc:
Marketing dc thc cht l tng hp cc chnh sch chin lc marketing ca
thuc v nhm tha mn nhu cu ca bnh nhn, nhm phc v chm sc sc khe
cng ng.
Bn cht: thc hin chm sc thuc p ng tha mn cho nhu cu iu tr hp l
ch khng phi ch sn xut hay kinh doanh thuc.
38
III.1.1. Mi trng dn s:
Qui m, mt v s phn b dn c, cc xu hng thay i v tui, gii tnh, ngh
nghip v.v u c nh hng ln ti cc quyt nh Marketing ca doanh nghip.
Chng ta hy xem xt nhng xu hng nhn chng hc quan trng trn th gii v
Vit nam:
Bng n dn s: hin ti dn s th gii khong 6 t ngi v vi tc tng 2% hng
nm th trong vng 30 nm ti, dn s s tng gp i. Mt khc, tc tng nhanh li
din ra cc nc km pht trin khin tnh trng bt cng, chnh lch giu ngo cng
trm trng. dn s tng nhanh th s khi thc cc ngun ti nguyn cng ro rit v s
khng c ti nguyn duy tr cuc sng ca qu ng dn c nh th. Vit nam,
sau nhiu nm K hoch ha gia nh, by gi li khng hn ch sinh khin dn s
ang c nguy c tng nhanh tr li, nht l cc vng nng thn, min ni cn ngho
v lc hu, khin gnh nng tr cp x hi ngy mt nng n.
Hin tng gi ha dn c cc nc pht trin v tr ha cc nc km pht trin:
Nht, M v cc nc chu u ang lo ngi v t l ngi gi tng nhanh, trong khi gii
tr khng chu sinh nhiu, h ang dng mi bin php u di cho nhng ngi sinh
con, nhng xu hng sng t do, c lp khng thch rng buc khin gii tr th vi
vic sinh con, hoc nu c th ch sinh 1 hay 2 con. Mt khc, kh nng sinh ca h
ngy cng thp i do nhiu tc ng. Trong khi , cc nc ang hay km pht trin
th t l tr em v v thnh nin li chim s ng. iu ny dn ti s chuyn dch v
c cu tiu dng: cc nc pht trin th nhu cu v cc dch v v sn phm cho
ngi cao tui tng nhanh, trong khi cc nc ang v km pht trin th cc nhu cu
cho gio dc v gii tr cho gii tr li tng cao. Vit nam: tui t 15-35 chim gn
60% dn s, cho thy mt th trng tr v nng ng, thch ng nhanh vi cc sn
phm mi.
39
40
III.1.6. Mi trng vn ha
41
III.2. Mi trng vi m:
42
43
Cng tc Marketing cho nh cung cp phi thc hin tt vic cung cp cc thng tin cn
thit v th trng mc tiu ( nhu cu, kh nng thanh ton, nhn chng hc, a ly,
v.v), cc yu cu ca doanh nghip v cc nguyn liu vt t u vo tt nht c
th thit k v sn xut cc sn phm ph hp.
44
45
46
47
48
cht ch, vng quay vn nhanh, lung vn ng s hu c nhiu vng hn. Tuy nhin
do knh di nn kh nng ri ro ln, vic thch hp v iu hnh knh kh khn hn,
thi gian lu thng hng ho di hn, chi ph phn phi c knh ln.
1.2. Trn th trng nhp khu y thc
Th trng nhp khu u thc c nhiu c th ring bit, so vi th trng nhp khu u
thc, v vy m hnh phn phi cho th trng hng nhp khu u thc n cng khc so
vi th trng sn xut trong nc, thng thng n c khi qut trn s sau:
+ Loi knh (1) : L knh phn phi trc tip c s dng ph bin trong vic phn
phi Dc phm m theo chng trnh t chc Y T th gii (WTO ) Nhng sn phm
ny khng qua khu trung gian m chuyn thng trc tip t nh sn xut n bnh vin
sau bnh vin trc tip iu tr cho bnh nhn. Nhng Dc phm ny thong qua B
y t Vit nam ku gi, nn chng ch c php s dng trong bnh vin v ginh cho
nhng chuyn khoa trong bnh vin.
+ Loi knh (2) : thng p dng nhng Cng ty c b dy lch s v c uy tn
trong ngnh Dc phm. Nhng sn phm trn thng l nhng sn phm ni ting
trn th gii, hu nh cc Cng ty Vit Nam mi i vo hot ng lnh vc Dc
phm u khng c c hi phn phi dng sn phm ny.
+ Loi knh (3) : c s dng trong nhng trng hp m nh sn xut khng
mong mun c mt lc lng bn hng ca chnh h. Cc i l thng i din chung
cho mt nh sn xut cng mt thi gian v hot ng trong mt dng chy rng cc
sn phm v dch vng rt cao v th trng cng nh tin tng b dy lch s ca
Cng ty. Nhng cng ty ny cng c th bn hng trc tip cho nhng Cng ty khc v
trc tip bn cho ngi tiu dng. Nhng loi knh hot ng ny cng c nh sn
xut nh gi cao.
+ Loi knh (4) : Thng c s dng i vi nh nhp khu nh, c mt s lng
mt hng khng ln trong danh mc mt hng trn th trng hay th trng c nhiu
khch hng nh phn b rng khp trn th trng tng th. Trong nhng trng hp
ny nh sn xut s dng i l i din cho mnh kt hp vi ngi phn phi thc
hin vic phn phi ti nhng ngi s dng Dc phm th trng mc tiu v c
khong cch khng gian so vi im xut pht lung hng ho kh xa.Loi hnh knh
49
phn phi ny chnh l nhp khu u thc, nhng cng ty kinh doanh v lnh vc ny l
mi v hn na l cha c chc nng nhp khu trc tip m phi qua trung gian.
1.3. Cc thnh vin ca knh
Trong mt knh marketing thng qua chc trch nhim v t khu sn xut n tiu
dng ngi ta thng m t mt knh marketing c marketing c ba thnh vin c bn
l :
+ Ngi sn xut
+ Ngi trung gian
+ Ngi tiu dng cui cng
Tuy vy trong nghin cu hot ng phn phi sn phm chng ta ch n ngi
sn xut v ngi trung gian.
- Ngi sn xut : Bao gm rt nhiu loi t cng nghip, nng nghip, lm nghip,
dch v H gm nhiu loi Cng ty, sn xut s ln hng ho v dch v vi mc ch
to ra sn phm nhm tho mn nhu cu th trng. Tuy nhin phn ln cc Cng ty
sn xut khng c v tr thun li phn phi sn phm ca h trc tip ti ngi tiu
dng cui cng v h thiu kinh nghim phn phi cng nh quy m do h thng
phi s dng cc trung gian l i l, ngi bn bun, ngi bn l.
- i l : l cc trung gian c lp h m nhim tt c hoc phn ln cng vic kinh
doanh. H khng s hu hng ho nhng li c lin quan thc s n cc chc nng
m phn v thay mt cho khch hng trong hot ng mua v bn. H thng nhn
c khon thu nhp di hnh thc tin hoa hng trn doanh s bn hoc mt khon
l ph nht nh.
- Ngi bn bun : H bn hng ca nh sn xut cho ngi bn l, Cng ty sn
xut, t chc ngnh ngh Mc tp trung (quy m) ca ngi bn bun rt ln.
Ngi bn bun thng c nhn vin, c phng tin kinh doanh, c kh nng chi phi
ln quan h th trng.
- Ngi bn l : Vai tr ca h trong knh phn phi lin quan n quy m v loi
hnh bn l, h pht hin nhu cu ca khch hng, tm v bn hng ho m khch hng
mong mun. H thng xuyn tip xc vi khch hng cui cng nn h hiu k nhu
cu th trng, h c h thng ca hng phong ph tin li cho vic bn hng ca h.
- Ngi tiu dng cui cng : l ngi trc tip s dng cc sn phm bn ra t nh
sn xut. Ngi tiu dng cui cng l th trng mc tiu c p ng bi cc h
thng thng mi ca knh, l ngi nh hng trc tip n doanh s ca cc thnh
vin khc trong knh. Nh sn xut cn phi nghin cu cc thay i trong nhu cu ca
cc thnh vin ny c nhng chnh sch thch hp.
II. Chnh sch sn phm:
Gi v tr trung tm v l nn tng ca Marketing chin lc trong doanh nghip. N l
c s cho doanh nghip nh hng u t,nghin cu thit k,sn xut v tiu th
sn phm trong tng thi k nht nh.
Mt khc ch c th da trn nn tng ca chnh sch sn phm mi c th trin khai
ng hng v kt hp c hiu qu cc chnh sch khc ca hot ng Marketing nh:
chnh sch gi, phn phi v qung co khuyn mi.
50
Sn phm mi c coi l nhng thuc c hot cht mi, ng dng mi, dng
bo ch mi hay cng dng mi. i vi cng ty kinh doanh dc phm th sn phm
mi l nhng sn phm mi a vo th trng Vit Nam mc d nhng sn phm ny
c th xut hin nhiu nm trn th gii.
Chin lc pht trin sm phm mi l chin lc lun gi v tr quan trng trong
chin lc marketing ca cc cng ty dc phm c bit l cc cng ty dc phm
hng u th gii. H lun i tin phong trong lnh vc ny, tm ra nhng khe h ca
th trng a nhng sn phm mi ng thi im to doanh s ln, thu c li
nhun cao, ng thi nng cao v th cng ty trn thng trng, to pht trin cho
nhng sn phm tip theo.
Cng ty Glaxo Smith Kline (GSK) ban u a vo th trng Vit Nam mt loi
thuc iu tr i tho ng l Avandia, c hot cht l Rosiglitazone maleate dng
iu tr i tho ng type II. n khi Avandia v c tn hot cht Rosiglitazone
tr nn quen thuc vi cc bc s, cng ty to dng c uy tn v chim lnh
c th phn thuc i tho ng, nm 2004 cng ty tip tc tung ra th trng sn
phm mi Avandamet c hot cht l Metfomin v Rosiglitazone u c tc dng iu
tr i tho ng type II. Bnh nhn s dng thuc ny c th hiu chnh liu ph
hp, c bit khi s dng metfomin v rosiglitazone khng c hiu qu. Do quen
vi Metfomin v Rosiglitazone, cng vi hiu qu iu tr cao lm cho Avandamet
nhanh chng tr thnh mt trong nhng thuc hng u hin nay trong iu tr i tho
ng type II.
Cng ty Servier ni ting vi sn phm tr tng huyt p, suy tim xung huyt: Coversyl vi
hot cht chnh l Peridolpril tert- butylamine, y l thuc tim mch c mt sm nht ti
Vit Nam v c dng kh ph bin. Tuy nhin nm 2003 cng ty li tung ra th trng Vit
Nam bit dc mi Coversyl plus ( thnh phn gm Peridolpril tert- butylamine, Indapamide
l thuc li tiu thuc nhm Thiazid thng c ch nh cng cc thuc h huyt p khc).
u im ca Coversyl plus l c ch nh trong tng huyt p v cn nhng bnh nhn
tng huyt p khng kim sot c bng Peridopril dng ring. Coversyl plus c xem l
sn phm tt hn, khc phc nhng hn ch ca Coversyl.
2. Chin lc pht trin danh mc sn phm
51
chi ph cho cng tc khm cha bnh ca nc ta, tnh hnh kinh doanh sn xut thuc
trong nc.T xc nh nhu cu v mt nhm thuc v mt thuc no m cng
ty kinh doanh tng bc xy dng mt danh mc sn phm ph hp vi th trng
Vit Nam v mc tiu kinh doanh ca cng ty.
Mc ch ca vic pht trin danh mc sn phm pht trin thm thun li, lp
ch trng cho chng loi hin c, tn dng nng lc sn xut v dch v d tha, mu
toan tr thnh cng ty ch cht vi chng loi y . Chin lc ny doanh nghip
ch ng c chin lc thch ng vi nhng bin ng ca th trng.
a. Cng ty Glaxo Smith Kline (GSK) l cng ty hot ng kinh doanh dc phm
ln nht ti Vit Nam. Cng ty lun ch trng pht trin danh mc sn phm v chiu
rng vo cc nhm bnh kh ph bin Vit Nam nh: bnh nhim khun, bnh
ng tiu ho, bnh ng h hp ng vi mi loi bnh l mt nhm thuc vi
cc chng loi khc nhau.
Bng1. Danh mc sn phm ca cng ty Glaxo Smith Kline nm 2004
STT
Nhm tc dng dc l
S bit dc
T l(%)
Khng sinh
22%
H h hp
19%
19%
Khoa da liu
14%
H thn kinh- c
8%
8%
6%
3%
36
100%
Tng s
52
Khng sinh
8%
3%
6%
23%
H h hp
D ng & h min dch
8%
Khoa da liu
H thn kinh- c
14%
19%
19%
Cc thuc ho tr liu
khc
H ni tit & chuyn ho
H tiu ho& gan mt
Hot cht
Bit dc
Amoxicillin
Clamoxyl
Augmentin
Cephalexin
Ceporex
Penicillin
Th h I
Zinnat
Cephalosporin
Th h II
Cefuroxime
Zinacef
Th h III
53
Ceftazidime
Fortum
54
10%
Thp
1
Ngi sao
Nghi vn
(Star)
(Question mark)
4
Chn mui
Loi b
( Milk cow)
( Dog)
Mnh > 1
Yu < 1
Th phn tng i
Hnh 3. Ma trn tng trng/ th phn vi sn phm Rocephine
Cng ty Roche p dng phng php BCG ( Boston Cosulting Group) la chn
trng im kinh doanh da trn 2 cn c:
-
Nghi vn ( Phase 1): Sn phm c th phn thp trong mt th trng ang pht
trin nhanh v c nhiu kh khn. Bn thn sn phm cha to c doanh s,
li nhun duy tr sn phm.
Ngi sao ( Phase 2) : Sn phm c th phn cao trong mt th trng ang pht
trin nhanh. Chng cn c u t pht trin nhm ti a ho li nhun
trong tng lai.
55
Loi b ( Phase 4): Sn phm c th phn gim hay c th phn thp trong
mt th trng bo ho. Li nhun thu c rt thp, cn ch rt t hoc
loi b chng tng cng ngun lc cho sn phm khc.
56
Rofine
Cng ty sn xut
Roche ( Php)
Alkem ( n )
Cng ty tip th
Roche
Ampharco
Thi im xm
1995
1999
Gia bn bun
150.000 vn
52.000 vn
Uy tn ca cng ty
Cng ty dc
u th gii
phm mi ra i
nhp
cha c tn tui
Ngun: Cng ty Roche, Ampharco (07/2003)
Chin lc ny cng c mt s cng ty dc phm trong nc p dng, do khng
c li th v nghin cu sn phm mi, nhng li c li th v gi thnh u vo thp.
Cc cng ty ny thng a ra cc sn phm m bao b v mu m gn ging vi cc
sn phm c uy tn trn th trng. Hin tng ny gy nn s cnh tranh khng lnh
mnh, gi c ln xn, nhm ln gia hng ngoi v hng ni.
5. Chin lc duy tr th phn bng cc sn phm sng i
57
Cng ty Biochemia l mt trong nhng cng ty c nhiu khng sinh nht trn th
trng Vit Nam, duy tr th phn khng sinh ca mnh, cng ty a ra mt s
cp khng sinh nh sau:
Bng 4. Cc cp khng sinh cng hot cht ca cng ty Biochemia
Tn hot
Gi
Bit dc
Quy cch
cht
phn
(VN)
ROXBI 750mg
Hp 1 l
Cng ty
42.500
phi
Hong
c
Cefuroxime
XORIM 750mg
CURAM
Amoxicillin
625mg
+clavulanat
SUPRAS
Hp 1 l
39.000
Ging
V
Hp 20 vin
185.000
Hong
c
Hp 20 vin
190.000
625mg
Thun
Gia
SERVISPOR50
03 v x 10
9.900/ v
Thun
0mg
vin
OSPEXIN
100 v x 10
11.900/v
Ging
500mg
vin
OSPAMOX
100 v x 10
10.700/v
Hong
500mg
vin
SERVAMOX50
100 v x 10
10.000/v
Ging
0mg
vin
Gia
Cefalexin
Amoxicillin
58
59