Phn tch chin lc KDQT Tp on a quc gia Honda

I.

TNG QUAN V TP ON A QUC GIA HONDA: Honda chnh thc thnh lp vo ngy 24 thng 9 nm 1948, do ng Soichiro Honda

1. Lch s hnh thnh: xy dng v lnh o. Bt u vi s vn tng ng 9200 USD, cng ty khi nghip bng sn xut ng c, lp t xe gn my dng A v mt s xe m-t nh xe Dream D i u, ra mt vo thng 8 nm 1949. Phi n nm 1952, chic t Honda u tin ra i vi hai mu T360 v S500. S500 l loi xe roadster nh, vn tc cc i 100km/h, gi r, y chnh l tng xe cho mi ngi ca hng Honda. Mc d sinh sau mun, Honda vn gp mt vo ng ua cng thc 1 nm 1964 v F2 nm 1965. T , cng ty khng ngng pht trin ln mnh trn tt c cc lnh vc kinh doanh ca mnh. Vi 60 nm thm nin hot ng, Honda ch i sau Ferrari (thnh lp nm 1947) mt nm, cn General Motors th k nim 100 nm ra i vo tun trc. S khc nhau v dng sn phm, tui tc v a v hin ti trn th trng ca 3 hng phn nh nhng thnh tu m b dy kinh nghim c th mang li trong ngnh cng nghip -t. T nhng chic xe khim nhng u thp nin 60, Honda pht trin qua 5 thp k, vi doanh s bn ra hng nm ln ti 3.9 triu t, 9.3 triu xe my, hng triu ng c c nh, ng c xung my v nhiu sn phm khc, nng s lng ng c t trong sn xut nm ngoi ca hng ln ti gn 24 triu chic. 2. Vin cnh-s mnh:
a. Vin cnh:

Tr thnh tp on sn xut t, xe my v cc sn phm cng ngh hng u Th Gii.

b. S mnh:

Honda duy tr mt quan im ton cu l cung cp sn phm cht lng cao nht nhng mt mc gi hp l to ra s hi lng cho khch hng trn ton th gii. Nhim v ca Honda l :

Tip tc to ra nhng tham vng.

Nhm thc hin: Nhm 10

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Phn tch chin lc KDQT Tp on a quc gia Honda

Tn trng nhng nguyn tc c bn, pht trin tng mi, v s dng thi gian mt cch hiu qu nht. Khuyn khch mt mi trng lm vic ci m, nng ng. Tp trung vo cc gi tr ca vic nghin cu v pht trin.

c. Slogan: The Power Of Dream. - Mi ngi u c mt gic m, mt mc tiu hot ng lm cho cuc sng ca

chng ta thm su sc v c ngha hn. Khi chng ti theo ui c m, chng ti cm thy c sc mnh. T sc mnh ny, chng ti lin kt vi nhau cng thc hin mt gic m ln. Gic m y cho chng ti sc mnh vt qua nhng thch thc, n thc y chng ti chia s nim vui v hnh phc cho nhng ngi khc. Cui cng, sc mnh ca gic m y l kh nng to ra nhng tng cng ngh cch mng.
- Honda khuyn khch tt c cc thnh vin cng lin kt vi nhau theo ui c

m ca h. l l do ti sao chng ti ni rng Honda l mt cng ty xy dng trn nhng gic m. Sc mnh t nhng gic m ca Honda s tip tc dn n nhng hiu bit mi v cng ngh t, xe my, cc sn phm in, v robot cng ngh th h mi. 3. Soichiro Honda- ng t ca vng quc Honda: Soichiro Honda sinh nm 1906 ti th trn Komyo, cch Th Tokyo 270km. ng khng c hc hnh nhiu. Ngay t b phi ph gip cha trong mt tim sa xe p ca gia nh. Nm 15 tui, Honda ln th tm vic lm. ng c nhn vo tp s trong mt ga-ra, nhng ngi ta li giao cho cng vic ca ngi gi tr. Nn ch, Honda tr v qu, nhng 6 thng sau c gi li. Ln ny ng quyt ch li Tokyo n 6 nm tr thnh ngi th sa xe t lnh ngh. Nm 22 tui Honda v li Komyo v m tim sa xe cho ring mnh.

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Phn tch chin lc KDQT Tp on a quc gia Honda

Nm 1937, Honda m rng vic kinh doanh sang sn xut bc pt-tng v lp Hng cng nghip nng Tokai Seiki (TSHI). Tuy nhin, v cha c hc hnh ng hong nn Honda ghi danh vo hc Trng K thut Hama -Matsu. Th nhng vic hc ca ng cng tht khc ngi, Honda ch quan tm n nhng mn c lin quan n bc pt-tng, ngoi ra chng chu ghi chp cc mn khc v b c d thi. Soichiro Honda l ngi c c tnh c lp, khng tun th theo nhng nguyn tc kinh doanh truyn thng ca Nht m hnh ng theo li suy ngh ring ca mnh, ng bin mt tim sa cha nh thnh mt cng ty ch to mt v xe hi c gi tr hng t la M. Cch y 58 nm, Soichiro bt u s nghip kinh doanh ti ba ca mnh tr thnh nh sn xut xe my ln nht th gii. Thng 10/1946, Soichiro thnh lp mt c s nghin cu, ch to xe my mang tn Honda Technical Research Institute. chnh l doanh nghip mt ngi ca Soichiro. ng va l ch, va l ngi nghin cu, va l th v cng l ngi bn xe. C s vt cht ban u ca Soichiro cng ch c mt nh kho bng g rng 24 mt vung ch to nhng chic xe m t t xe p v nhng ng c my 50 phn khi. chun b cho cng ty ca mnh, Soichiro i lng sc khp th trn nh ca mnh mua li tt c cc ng c hai k hng. Lc ngi ta ngh ng ch l mt k ngho kh, chuyn sng bng ngh bun bn ng nt, st vn. Th ri c th trn nh coi ng nh mt ngi in khi thy Soichiro b ra c mt b tin Yn khng t mua li mt lc 500 ng c ca mt n v qun i. Khi , Soichiro Honda cm thy may mn v cng. ng c ci m ng ang tm. Ngi n ng 40 tui khi rt t tin v nhng vic mnh mun lm v quyt tm lm bng c. Sau Chin tranh th gii th hai, c nc Nht ch l tro tn v nt. Vi k hoch h tr Marshall, nn kinh t nc ny c phc hi rt nhanh. Th nhng lc phng tin giao thng li thiu trm trng. Vi a s ngi dn v cc doanh nghip nh, h ang cn rt gp nhng phng tin i li c ng c nhng phi gn nh, tin li v tng i r tin. p ng c nhu cu ny, Soichiro c mt gii

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Phn tch chin lc KDQT Tp on a quc gia Honda

php c o l lp thm mt chic ng c nh c th i nhanh hn, nh nhng hn. Sng kin v sn phm ca Soichiro c hng ng mnh lit. T c s ch to xe my ca Soichiro Honda lun si ng v pht trin khng ngng. Nm 1948, Cng ty Honda Motor Co. Ltd c thnh lp v tr thnh mt tp on s 1 th gii v sn xut xe my. ng l mt thin ti sng ch:
- Khng c hc hnh n ni n chn nhng Soichiro Honda c tha nhn l

mt thin ti sng ch k thut. K c t lc hn vi cho n khi tr thnh ng ch tch tn knh ca Tp on Honda, Soichiro vn lun t coi l mt nh k thut trc ht. L mt con ngi ca thc tin, ng say m nghin cu ch to th nghim cc tng ca mnh. Trong mt chic xe my c khng bit bao nhiu chi tit sng ch mi thuc v ng. T chic khung xe, ng c, kiu dng cho n cng thc hn hp xng pha du ng c chy mt cch tt nht u c Soichiro Honda ngh ra.
- Mt sn phm quan trng l Soichiro Honda thit k thnh cng loi xe Honda

Dream D - kiu xe hon chnh nht lc by gi. Khung xe c thit k c cong cn thit v cng ti c loi ng c 98 phn khi. Honda Dream D vt tri hn cc loi xe khc rt nhiu yu t k thut.
- Th nhng th trng vn khng chp nhn ch v mt l: ng c ca Dream D

rt kho nhng li ku qu to. Pht hin ra vn ny, Soichiro Honda kp thi ci tin v cho ra i Dream E khc phc c nhc im trn. K c vi ng c 146 phn khi, xe my Honda Dream vn khng gy n. My kho, gn, nh v khng n l nhng u th ca xe Honda lc by gi. Ngoi ra Honda cn c mt u im na m khng mt loi xe my no lc lm c l, xe khng bao gi b chy du, bi cc chi tit c sn xut mt cch chnh xc n hon ho. Cng bt u t y, cc sn phm xe my Honda nhanh chng chinh phc th trng Nht mt cch nhanh khng ng.

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Phn tch chin lc KDQT Tp on a quc gia Honda

- Sut thi gian Soichiro Honda lm ch tch, cc chuyn gia nhn nh rng im

mnh nht cng l im yu nht ca Honda chnh l s say m, theo ui n cng vi cc tng to bo ca ng. Khi trong u xut hin mt tng mi, ng quyt tm th nghim bng c v th nghim gn nh bng mi gi. Nhiu khi ng qun mt c yu t kinh t ca vn . Soichiro Honda b khng bit bao nhiu tin thit k loi ng c c lm ngui bng khng kh thay th cho ng c lm ngui bng nc. Tng nh Soichiro phi t b tng nu nh khng mun ph sn bi th trng khng chp nhn loi ng c mi vi chi ph cao hn ny. Nhng ng gp may khi lut mi trng M c ban hnh v ng c c hi tiu th sn phm mi ti th trng ny. Loi xe t Honda Civic trong nhiu nm lin em v doanh s k lc cho tp on. Kt qu lm vic l trn ht ch khng phi l bng cp. Soichiro Honda lm vic khng mt mi v ng cng truyn c tinh thn cho mi ngi lm ti Tp on Honda. Nhng thnh cng bui u ca Honda: - Chinh phc th trng trong nc:
+ Thng 10 nm 1949: Fujisawa chnh thc gia nhp Cng ty Nghin cu k thut

cng nghip Honda. Cng ty nm ti th Tokyo, Honda chu trch nhim v k thut, cn Fujisawa lo tip th v kinh doanh. Loi xe my Dream th hin gic m chinh phc thng trng ca ng. Honda k hp ng bn ton b sn lng ng c xe my cho Cng ty Kitagawa. Nhng mi thng Honda sn xut c 100 ng c, trong khi Kitagawa ch sn xut c 50 n 80 chic xe, gy tc nghn cho chu trnh sn xut v b ng v tin vn. bo m ti chnh cho cng ty, Honda ct hp ng vi Kitagawa, v thay bng nhng hp ng cung cp thnh phm cho cc i l phn phi.
+

Cng ty Honda thu c kt qu ngoi mong i vi loi xe Cub, cho php khch hng la chn mua my xe lp vo xe p hoc mua trn mt chic xe

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Phn tch chin lc KDQT Tp on a quc gia Honda

gn my. Ch trong vng cha c 1 nm, cng ty bn c 6.500 chic Cup mi thng, chim 70% th phn xe gn my ti Nht. + Honda khng dng li , ng tip tc con ng tm ti, sng to nng cao cht lng sn phm v lm ra nhng mu m mi. ng i khp th gii nghin cu th trng. ng d v ghi chp y v cc cuc ua xe. Sau Honda thnh lp i ua xe ca mnh vo nm 1954. Thnh cng trong ua xe gn my a ting tm ca cng ty vang di khp ni, tng thm gi tr ca thng hiu.
+ Nm 1959 l nm trng i ca Honda: Cng ty bt u sn xut i tr Super

Cup. Loi xe mi ny va ra i thu ht c mt s lng ln khch hng. Chic Super Cub tr thnh hng nhanh chng c a chung trong gii tr, nhng ngi ch mun c mt phng tin i li c nhn khng t, tin li i trong thnh ph. p ng nhu cu ngy cng tng ca th trng, Honda lp nh my sn xut xe my ln nht th gii thnh ph Suzuka, vi cng sut 30.000 chic mi thng. Cng nm 1959, i Honda ginh gii nht trong cuc ua Isle of Man (Anh) khi ln u d gii. Thnh cng trn ng ua nhanh chng gip tng doanh s: Honda dn u Nht vi 285.000 chic. Hai nm sau, Honda bn c 100.000 chic mi thng. - Khng ngng vn ra th gii:
+ Nm 1959, Honda bt u chin lc vn ra th gii. ng t i l u tin

M. Thay v bn qua h thng phn phi hin c ca M, Honda c mt cch tip cn khc thng. ng bn bt c ni u m ng cm thy thu ht c khch hng. Lc th trng M mi thng ch tiu th c di 5.000 chic. Nhng ch trong vng hai nm, xe my. Honda bn chy nht trong tt c cc thng hiu ti M. n nm 1963, Cng ty Honda bn c 7.800 chic, nm 1984 bn hn 10 triu chic Honda 50 phn khi.
+ Ngi ta c th thy xe my Honda len li khp ni trn cc con ng ti M.

S thnh cng vt bc ny l nh cht lng ca sn phm v mt chin dch

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Phn tch chin lc KDQT Tp on a quc gia Honda

qung co tuyt vi. Thay v nhm vo i tng m xe truyn thng, Honda dng khu hiu: Bn gp nhng ngi d thng nht trn mt chic Honda. Chin lc ny nhm vo th trng gia nh v thu c thnh cng rc r. + Sau khi chim lnh th trng xe my, Honda bt u sn xut t. Nhng ng gp phi mt s cn tr t chnh quyn Nht, nht l B Ngoi thng v Cng nghip Nht (MITI). V lc Nht c khong 10 hng v nh gom li thnh hai hng ln c tm c quc t. Bt chp khuyn ngh ca Chnh ph, Honda tung ra kiu xe th thao S360. Honda tham gia vo cuc ua xe Th thc 1 vo u thp nin 1960. n nm 1965, i Honda ot gii nht trong cuc ua Gii thng Ln Mexico, v nm tip theo li ginh tip nhng gii thng ln trong cuc ua Th thc 2. Cng ging nh xe my, sau cc gii thng ny, t Honda bt u chinh phc th trng xe t th gii. Nm 1980, trong cc cng ty c sng lp ra sau chin tranh Nht Bn, Cng ty Honda tr thnh l c u ca nhng x nghip mi c xy dng. Cui th k 20, Honda l nh sn xut t s mt th gii. Hin nay, Honda l hng xe my ln nht v hng t xp th 9 trn th gii.
4. Sn phm chnh ca Honda:

t:

Accord

Civic

Hng bt u sn xut xe hi vo nm 1960 vi d nh dnh cho th trng Nht Bn l ch yu. D tham d nhiu cuc ua xe my quc t nhng xe hi ca hng vn

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Phn tch chin lc KDQT Tp on a quc gia Honda

rt kh bn c M. V xe c thit k cho ngi tiu dng Nht nn n khng thu ht c s ch ca ngi tiu dng M.
Civic:

Honda ri cng c chn trong th trng xe hi M vo nm 1972 khi gii h thiu xe Civic ln hn nhng kiu xe trc nhng vn nh hn nhng loi xe theo tiu chun M. Trong khi cuc khng hong kinh t nhng nm 70 nh hng n nn kinh t trn ton th gii. Lut mi v cht thi M yu cu cc nh sn xut xe hi M phi gn thm b phn chuyn i cht xc tc t tin vo h thng x, iu ny lm gi xe tng. Tuy nhin khi Honda gii thiu chic Civic i 1975 vi ng c CVCC (Compound Vortex Controlled Combustion) ng c ny p ng c yu cu v kh thi, nn n khng cn lp b phn xc tc kh thi na, y chnh l yu t cnh tranh ca Honda Civic.
Accord:

Nm 1976, xe Accord ngay lp tc c mi ngi bit n vi c im tn t nng lng v d li; Honda tm c ch ng M. Nm 1982, Honda l nh sn xut t Nht Bn u tin xy dng nh my sn xut xe hi M, bt u vi nh my sn xut xe Accord Marysville. n nay, hng c bn nh my sn xut xe Ohio: 2 Marysville (nh my t ng Marysville v nh my sn xut xe gn my Marysville), Anna, v ng Liberty. Hng cn c cc nh my Lincoln, Alabama (Honda Manufacturing of Alabama), v Timmonsville, South Carolina, v gn y (2006) Honda m mt nh my mi Tallapoosa, Georgia. Honda m rng thm sau khi c th phn.
Accura:

Honda l nh sn xut t ng u tin ca Nht gii thiu nhiu dng xe sang trng ring bit. Dng xe Accura ra i vo nm 1986 to nn nhiu kiu xe Honda mnh hn v mang tnh th thao hn so vi nhng loi xe Honda khc.

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Phn tch chin lc KDQT Tp on a quc gia Honda

CR-V:

CR-V th h th 3 hon ton mi trnh lng ngy 7/4/2007 c gi 24.905- 30.346 USD v c nhp khu t Thi Lan. K t mu th thao a dng ni ting ca Honda c mt t th h th nht, nm 1997. Sau khi gt hi thnh cng ng k, Honda quyt nh tung ra tip CR-V th h th ba vi nhng ci tin c v kiu dng v cng ngh, bin n thnh mt trong nhng mu crossover bn chy nht ti M, Nht Bn v sp ti c th l Philippines. CR-V 2007 c vc dng th thao hn vi thit k theo kiu ca-bin ko di trong khi ca mang phong cch nh trn dng xe coupe. Phn mi CR-V cng cp nh b li tn nhit hnh ch H c trng ca Honda. CR-V c rt t cc giao tuyn thng, thay vo l cc ng cong nn n cng "mp mp" hn. B ba--sc to v hm h khi i cng b n pha honh trng. Khng gian ni tht CR-V mi khng rng hn so vi phin bn c tuy dung tch ch c tng i cht do Honda giu bnh d phng xung pha sau. Cc cnh ca c kch thc ln hn, gip m rng kh nng quan st t pha trong. Nt mi ni tht CR-V l cc tm kim loi trn mt tp-l, tng phn r nt vi nhng mng da mm mu en. Hng gh trc rng v m i, cn s c dch chuyn vo gn ngi li nn thao tc d dng v tng din tch sn. Gh li CR-V c th iu chnh 8 t th
Xe my :

1952 : Honda bt u sn xut xe gn my. 1955: Honda tr thnh tp on sn xut xe gn my hng u ti Nht Bn. Honda bt u sn xut t xe my ti xe tay ga. Soichiro Honda nhanh chng phc hi li cng ty sau nhng thua l trong thi chin. Cui thp nin 1960, Honda chim lnh

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Phn tch chin lc KDQT Tp on a quc gia Honda

th trng xe my th gii. n thp nin 1970 cng ty tr thnh nh sn xut xe my ln nht th gii v t n nay cha bao gi mt danh hiu ny.
B sung li sng ca khch hng trong tng khu vc:

K t khi sn xut v bn xe gn my ca n sn xut hng lot u tin, Dream D, nm 1949 sn phm, Honda ngh rng lm phong ph thm phong cch sng ca khch hng trn ton th gii. Honda c sn xut xe my trong hn 60 nm, l nh sn xut xe my hng u th gii v s n v bn ra, v sn xut tng s tch ly l 200 triu xe my vo nm 2008. Honda cng l mt nh lnh o trong ni a ha ca nghin cu, sn xut v pht trin. N hin ang sn xut cc sn phm 30 c s sn xut ti 21 nc trn ton th gii v thnh lp trung tm R & D M, c, , Thi Lan, Trung Quc v n .Trong mi quc gia, pht trin xe my c thit k p ng c im th trng khu vc v th hiu ca khch hng.
Tng cng s thun tin v hiu sut mi trng:

Honda lun n lc hi ha nim vui ca ci v trch nhim mi trng v ang lm vic v nghin cu v pht trin nhng n lc ci thin s tin li v hiu sut sinh thi ca cc sn phm ca mnh. Trong thng 9 nm 2009, Honda pht trin u tin ca th gii xe gn my hon ton t ng ly hp kp truyn, mang kiu dng th thao ci hng th cng nh cc hot ng d dng v tit kim nhin liu m i th cnh tranh hoc vt qua cc truyn dn s dng thng thng. Honda cng pht trin mt m truyn CV-Matic mi s dng vi ng c Cub.iu ny hon ton t ng truyn nng cao d dng s dng cc m hnh Cub, trong c chin thng triu ngi hm m trn ton th gii. Ngoi ra thun tin cung cp, Honda s cung cp cc sn phm c hiu sut mi trng ngy cng cao hn cho khch hng nhiu hn khp mi ni.

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Phn tch chin lc KDQT Tp on a quc gia Honda

VFR1200F Sn phm cng ngh: Robot - Asimo:

Ware110i

PCX

Nm 1986, Tp on Honda bt u mt chng trnh pht trin robot ging ngi. Ngi my th h u tin l E0 di chuyn nh a mt chn ln trc ri ko chn kia theo nhng E0 phi mt 5 giy cho mi bc i v ch c th thc hin i theo mt ng thng. Cc th h ngi my sau ca Honda l E1, E2, E3 c ci tin v c th bc i kh nhanh vi vn tc 1,2 km/gi trn nhng b mt bng phng. T nm 1991-1993, Honda lin tc a ra cc mu ngi my E4, E5, E6 c th i vng chc thm ch trn bc thang hay nhng mt dc. Mc d E6 c coi l mt thnh cng ln ca Honda nhng E6 c im yu l qu to, cng knh. Cc th h ngi my tip theo l P1, P2, P3 c ra i vi trng lng nh hn ch cn cao 1,6m vi trng lng 130 kg. Tuy nhin, ngay c i vi P3, vic i li ca robot cng cha c linh hot, nu robot ang i thng m r phi hoc tri th rt ngng nghu. C t ph ASIMO Nhm thc hin: Nhm 10 Trang 11

Phn tch chin lc KDQT Tp on a quc gia Honda

Ngy 31/10/2000, 14 nm sau ngy ch to robot u tin, Honda cho ra mt mt loi robot mi vi cc c im mang tnh t ph v cng ngh: ngi my mang tn ASIMO (Advanced Step in Innovative Mobility). ASIMO ch cao c 1,2m, nng 52 kg, tc di chuyn c th t ti 1,6 km/gi. ASIMO c pht trin vi k thut IWALK, k thut ny gip ASIMO l ngi my i li nhanh nhn, linh hot v thng minh hn bt c mt th h ngi my no trc y. ASIMO c th bc cho, nhy ma, leo cu thang, ng mt chn tin v li... Nh c cc khp ni c, khp ni tay ging con ngi, cc c ng tay v c tay ca ASIMO cng rt linh hot. Bn tay ca ASIMO c 5 ngn v c th nm cht 5 ngn tay cng mt lc, bt tay, ch ng, gt u, lc l u, nghing u ln xung khong 45%... Tuy nhin, iu c bit nht lm ASIMO tr thnh ngi my thng minh, ging ngi s 1 trn th gii - l ASIMO c th thc hin cc c ch, biu l ging nh con ngi: khc, tc gin, vui mng, ngc nhin, khoi ch...
My bay phn lc:

Honda Zet mi tung ra th trng t ngy 18/10 nhng c gii chuyn mn nh gi l chic my bay phn lc nhanh nht v tit kim nhin liu nht. So vi cc my bay cng loi, n bay c 420 hi l v gim c 30-35% nhin liu v kh nng vn hnh. Khng nhng th, n cn t tiu chun v s tin nghi v khng gian ni tht rng ri. Trong cc ln bay th nghim, HondaJet c th t vn tc ti a mc 780km/h v t cao trn 13.100km.Bung li (cabin) ca Honda Zet di hn khong 1 feet so vi cabin ca cc loi my bay nh c kch thc ln hn. ng thi, Honda Zet c mt khu v sinh hon ton ring bit vi rng khong 57 feet khi cng vi khoang cha hng ha pha ui my bay.Vi nhng c im ni bt trn, Honda Zet nhanh chng c

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Phn tch chin lc KDQT Tp on a quc gia Honda

a chung ti Nht Bn, gi 3,65 triu USD. Lin tip cc n mua hng t nhiu vng trong c nc v Hip hi ngnh hng khng quc gia Nht Bn (NBAA). Nm 2010, Honda Zet s c tin hnh sn xut ti M. N c gii thiu nh mt loi my bay phn lc c cng ngh mi, nh du s sng to khc bit i vi my bay truyn thng. Tp on ch to t Honda cho bit, hng ny s a vo sn xut i tr loi my bay phn lc mang tn HondaJet t nm 2012 ti th trng M vi gi thnh khong 4,8 triu USD. 5. Trit l kinh doanh ca tp on Honda: Nguyn tc c bn nht trong trit l kinh doanh ca tp on Honda l quan tm n tng c nhn. S quan tm th hin 3 nim vui chnh m theo Honda chnh l mua, bn v sng to. Da trn nguyn tc c bn y, khi bt u tn cng th trng nc ngoi (c bit l th trng M), Honda a ra cu khu hiu Bn gp nhng ngi d mn nht ti Honda nhm a mt doanh nghip chu tr nn khc bit v gn gi hn vi th trng phng Ty. V khu hiu ny minh chng s thnh cng ca n bng vic Honda thm nhp thnh cng vo th trng M v c s lng tiu th xe v doanh thu ng kinh ngc ti th trng ny. Vn ha kinh doanh ca Honda tp trung vo hai yu t:
Tn trng con ngi. Mi con ngi c sinh ra l mt c th t do, khng ai

ging ai, vi kh nng t duy, lp lun sng to v kh nng m c. Tn trng con ngi i hi Honda khuyn khch v pht trin nhng c tnh ny trong cng ty bng vic tn trng s khc bit ca mi c th v tin tng ln nhau nh nhng ngi cng s bnh ng.
Nim vui cho nhng ngi mua sn phm (Nim vui mua hng), nim vui cho

nhng ngi bn sn phm v cung cp dch v (nim vui bn hng) v nim vui cho nhng ngi sng to ra sn phm (nim vui sng to). II. Phn tch chin lc kinh doanh a ni a:

1. Phn tch v sc p gim chi ph:

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Phn tch chin lc KDQT Tp on a quc gia Honda

Sc p gim chi ph ca Honda thp vi nhng l do sau: Honda v ang vn gi vai tr l hng xe my ln nht th gii v ng thi cng l mt trong 10 hng t dn u. Do , thng hiu ca Honda c khng nh trong nhiu nm qua. Sc p gim chi ph l khng qu ln. Bi l nh hng ca Honda l hng n ngi tiu dng vi yu t ct li lm nn thnh cng thng hiu l cht lng gn lin vi nim tin khch hng. iu ny c th hin ch Honda u t rt nhiu vo cng tc nghin cu ch to, hng n mc ch sn xut ra nhng sn phm cht lng ngy mt tt hn, an ton vi ngi s dng v tit kim nhin liu, thn thin vi mi trng. Chng ta c th d dng nhn ra qua sn lng ng c t trong do Honda sn xut vn ang ng u th gii. Sc p cnh tranh cao buc Honda phi lin tc ci tin cng ngh:
- Mc d danh mc xe ca Honda c xp hng l c hiu qu tiu th nhin liu cao

nht ti th trng M, nhng mu Fiesta ca Ford li c mc tiu th nhin liu trung bnh ch 7,1 lt/100km, so vi mc 7,6 lt/100km ca mu xe kinh t nht ca Honda l Fit hatchback. Mu Sonata sedan mi ca Hyundai cng kh hn Honda Accord v c hiu qu tiu th nhin liu ln cng sut ng c, Mi m v n tng, Hyundai Sonata th h mi lt xc gn nh ton din t kiu dng thit k ti tnh nng vn hnh cng nh kh nng tit kim nhin liu. Va ra mt, mu xe bn chy nht ca Hyundai rt thnh cng ti th trng M. Cn mu Hyundai Elantra ha hn tit kim nhin liu hn Honda Civic. Doanh s ca Honda ti M tng 13,2% ln 487.282 xe trong 5 thng u nm 2010, thp hn mc tng trng trung bnh 17,2% ca ngnh, theo s liu Bloomberg tng hp. Trong khi , doanh s ca Ford tng 31,3%, cn Hyundai tng 22,7% cng k.

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Phn tch chin lc KDQT Tp on a quc gia Honda

Sonata(Hyundai)

Honda CR-Z

- Nh sn xut t ln th 2 Nht Bn vn cn ang chm m vi hp s t ng 5

cp, trong khi ton ngnh chuyn sang hp s 6 cp gip gim mc tiu th nhin liu. iu ny, theo chuyn gia phn tch ngnh t Ed Kim ca cng ty AutoPacific Inc. Tustin, California, s gy nh hng xu n hnh nh Honda trong lnh vc tiu th nhin liu. M rng dng xe hybrid khng nm trong chin lc ca Honda. Hng d kin cho ra mt mt th h xe Civic hybrid mi s dng h thng pin lithium-ion c kh nng tch tr gp i in nng so vi pin nickel- metal hydride, theo li ng Kawanabe. Honda cng s ra mt mt phin bn hybrid mi ca xe Fit trong nm nay. Cc xe Insight v Civic hybrid ca Honda vn cha bt kp Toyota Prius, mu xe hybrid bn chy nht th gii. Xe Prius bn chy hn Insight vi t l 6-1 ti M tnh n ht thng 5 nm nay. Mt trong cc l do c th l hiu qu tiu th nhin liu. Xe Prius ca Toyota ch tiu th 4,6 lt xng cho 100 km chy trong thnh ph, trong khi xe Honda Insight ngn ti 5,9 lt. Ph ch tch Koichi Kondo ca Honda cng tha nhn rng mu Insight nu so vi Prius c th kch thc qu nh so vi kh ngi M. - Honda ang khai thc cng ngh dng-khi ng (Stop-start), h thng tng p v hp s v cp CVT tng hiu qu tiu th nhin liu cho cc xe. Honda cng ang nghin cu pht trin t chy in, nhng c v thiu lc quan v tim nng th trng hn Nissan. Honda cho bit cng ty thch pht trin t chy hydro hn l xe chy hon ton bng in. Bn cnh , Honda dng sn xut NSX, mu xe sn xut thng mi nhanh nht ca hng, vo nm 2005. Hng tng d kin gii thiu

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Phn tch chin lc KDQT Tp on a quc gia Honda

tr li mu xe ny trong nm nay, nhng sau hu b sn xut mu xe hybrid th thao CR-Z.
- i t l do trn, Honda phi thng xuyn phi thay i cng ngh p ng vi

nhng nhu cu ca ngi tiu dng vn lun tin vo cht lng ca Honda. Bn cnh , Honda xy dng cho mnh mt tng chung l Mt phng tin di chuyn chung cho ton th gii v nguyn tc pht trin sn phm ca Honda l Lun c gng cung cp sn phm a dng phong ph cho th trng ton cu. Cc ci tin vt tri trong cc sn phm ca Honda bao gm: Ti Vit Nam, 2 mu xe Air Blade v CLICK ca Honda Vit Nam c trang b h thng phanh kt hp CBS

Gii php dn ng Cv matic, h thng van bin thin VTEC, iu ny lm cho xe dream vn hnh nh xe tay ga.

PGM-FI phun nhin liu in t

Tit kim nhin liu cho cc dng tay ga, Future neo FI

Ngi tin phong trong lnh vc sn xut t, m t bo v mi trng:

t Hybri hybrid ca Honda l Civic hybrid v Insight, c ngi tiu dng trn ton th gii nhn nhn l xe hybrid car, loi xe sinh hc tit kim nhin liu

Lm mt bng dung dich Nhng ng c thng thng trc y c chia lm 2 loi: Lm mt bng

gi v Lm mt bng dung dch, mi loi c nhng u im khc nhau. Trong nhng loi xe ca Honda Vit Nam hin nay th c dng Wave, Future Neo hay Super Dream l s dng h thng lm mt bng gi cng bc, cn Air Blade v Click c trang b ng c lm mt bng dung dch tch hp. ng x c trang b b xc tc chuyn i gim bt lng kh thi c hi ra mi trng. Ci tin v sn xut cc loi ng c 2 th p ng nhu cu ngi s dng Sn phm xe moto mi nht PCX vi ci tin tit kim xng khi dng n

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Phn tch chin lc KDQT Tp on a quc gia Honda

Sn xut cc ng c diesel v xng du ph hp vi cc loi xe vi kch c v trng lng khc nhau
Honda chu sc p cao t mi trng:

- Cc sn phm t v xe my ca honda lun lun phi p ng cc yu cu ca khch hng v cc tiu chun cht lng, an ton cho c th ngi s dng v m bo khng gy nhim mi trng. - Th trng chu u lun c nhng i hi kht khe v lng kh thi ca t. Mc d phi n thng 9 nm 2009, nhng qui nh v kh thi theo tiu chun Euro 5 mi c p dng rng ri cho cc loi xe hi chu u do nhng yu t lin quan n gi thnh. Tuy nhin Honda vn quyt nh trang b cho Accord loi ng c mi nht, p ng tiu chun ny nhm mang n cho ngi dng mt chit xe c hiu nng cao v tit kim nhin liu. La chn u tin phi k n l loi ng c diesel th h th 2 c Honda nghin cu v pht trin. Vi cht lng vt tri, c minh chng bng rt nhiu gii thng uy tn, ng c i-CTDi s mang n mt ci nhn hon ton mi v ng c diesel, s kt hp hon ho nht gia sc mnh ng c vi tnh nng tit kim nhin liu v thn thin vi mi trng.
- Bn cnh , i vi dng xe my, cc sn phm ny thng c gi thnh thp

hn t v x nhiu kh thi ra mi trng nhiu hn. p ng yu cu v sc p ny, ti th trng Vit Nam, gn 2,5 triu xe my cc loi ca Honda c bn ra lun c khch hng tn nhim khng nhng bi gi c, cht lng m cn thn thin vi mi trng. Cc mu xe ca Honda Vit Nam trc khi ra mt trn th trng u c nghin cu k lng t kiu dng n mu sc, cht lng sao cho thch hp vi cc i tng khch hng khc nhau nhng vng min khc nhau. c bit, sn phm tr nn thn thin vi mi trng hn, ng x xe my do Cng ty sn xut c thit k theo tiu chun Honda ton cu, m bo qui chun cho php v lng kh thi, c bit kh thi ca xe my khng gy tc hi cho nhng ngi i pha sau. Honda Vit Nam lun quan tm n sc

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Phn tch chin lc KDQT Tp on a quc gia Honda

kho ca khch hng. Theo , tt c cc b phn ca xe my phi tun theo nhng qui nh kht khe v mi trng v m bo thn thin vi mi trng. Honda khng s dng cht aming ch to m phanh v cht ny l tc nhn gy ung th phi.Honda Vit Nam lun c gng trong vic to ra cc sn phm c tnh nng kinh t cao. Hin nay, sn phm ca Honda Vit Nam lun thuc cc sn phm tit kim nhin liu nht trn th trng xe my. Trong tng lai, Honda Vit Nam s p dng cng ngh phun xng trong sn xut xe my. Cng ngh ny s mang n rt nhiu tin ch cho khch hng trong vic tit kim nhin liu. c bit, vi u im ni bt ca ng c t trong s gim i rt nhiu lng kh thi ra ngoi mi trng.
2. Sc p p ng nhu cu a phng:

Ph hp vi c im ca tng a phng: Mi quc gia hay mi khu vc th th hiu tiu dng xe u khc nhau, do Tp on Honda lun c nhng chin lc v cc dng sn phm ph hp vi s thch cng nh cc yu cu k thut tng th trng tiu th ca mnh. Honda da vo cc c im vn ha, cng nh cc nhu cu ca khch hng th th trng tiu th ca Honda trn th gii c chia thnh 4 khu vc c bn: Honda Chu : Khu vc chu l ni xe my c s dng nh l phng tin chnh vn chuyn hng ngy. p ng nhu cu ca khch hng , Honda nhanh chng thit lp cc nh my sn xut xe gn my c t ti 8 quc gia. Trong nm 2009, lng xe my sn xut t 17 triu n v Thi Lan, 25 triu ti Indonesia, v 30 triu n ..Honda ang tng cng sn xut trong nc ca xe t v cc sn phm nng lng chu , ni m cc m th trng ngy cng tng nhanh,v cung cp mt s linh kin t ra th trng nc ngoi. Honda Bc M: Nm 1979, Honda bt u sn xut xe my ti M, v bt u sn xut t nm 1982. Honda tip tc m rng cc c s sn xut xe my v xe t Mexico, Nhm thc hin: Nhm 10 Trang 18

Phn tch chin lc KDQT Tp on a quc gia Honda

Canada, v Hoa K. Nm 2009, nh du k nim 30 nm bt u sn xut ca Honda t 20 triu n v Bc M. Trong nm 2009, hn 80 phn trm xe t c bn M c sn xut ti Bc M. Ti Bc M, Honda cung cp cc mu m a dng p ng nhiu nhu cu khch hng,t dng xe hng sang Acura c thnh lp nm 1987 n cc mu xe khc ca Honda pht trin ring cho th trng ny..Ngoi ra cn c cc dng sn phm khc nh xe p th thao ln, ngoi ng xe p, ATVs (tt c cc loi xe a hnh), v c nhn ca tu thuyn. Honda chu u-Phi: Honda bt u sn xut ti th trng chu u nm 1963 ti nh my Honda B. Sau l ti v Ty Ban Nha (nm 1976 v 1986), vi sn phm u tin l Honda Cup 50 v hin ti ch yu l xe my th thao m hnh, v xe my phn khi ln. p ng nhu cu ngy cng tng ca th trng chu u cho dng xe nh, Honda bt u sn xut cc Jazz (c gi l Honda Fit ti Nht Bn) ti chu u nm 2009. Honda s tip tc tng cng h thng sn xut ca mnh chu u p ng nhanh chng v y nhu cu ca khch hng i vi sn phm c nhn. Nhm tip tc m rng kinh doanh chu u, Trung ng v chu Phi, Honda phn u p ng nhu cu thay i ty theo loi sn phm v quc gia. Trong th trng xe my ,Honda ra mt dng xe th thao VFR1200F trong nm 2009. Trong th trng t cao thc sinh thi cao ca chu u, Honda pht hnh Hybrid CR-Z vo thng su nm 2010 sau s ra mt nm 2009 ca Honda Insight Hybrid. Trong cc th trng Trung ng v chu Phi, ni m cc loi SUV ni chung c ph bin, Honda ra mt Accord Crosstour mt CUV mi (Cross-over Utility Vehicle) Trong kinh doanh cc sn phm in, Honda l m rng mng li bn hng ca mnh cho lawnmowers v my pht in, l cc sn phm c cht lng cao v m bo lng kh thi mi trng tt. Honda Nam M: Ti Nam M, xe gn my nh gn c s dng cho i sng hng ngy v nhu cu v xe t ang m rng khi nn kinh t khu vc pht trin. Honda c thc Nhm thc hin: Nhm 10 Trang 19

Phn tch chin lc KDQT Tp on a quc gia Honda

y sn xut a phng p ng nhng yu cu ny.Honda thnh lp Moto Honda da Amazonia sn xut xe my vo nm 1975 v Honda Automoveis do Brasil Ltda sn xut xe t vo nm 1996. Tnh n thng tm nm 2007, lng tch xe my Honda sn xut ti Nam M t 10 triu n v. Trong nhng nm gn y, Honda sn xut v bn cc phin bn Civic v Fit chy trn nhin liu s dng nhin liu ethanol sinh hc, c ph bin Brazil. Honda s tip tc tng cng c s sn xut Nam M thng qua pht trin cng nh xy dng mt nh my t mi Argentina, ni m nhu cu v xe t d kin s tng ln.
S khc bit v th hiu v s thch khch hng:

Vi ngi M, xu hng tiu dng ca h v xe ot l nhng dng xe c dung

tch xi lanh ln vi kiu dng hm h v c tnh nh cadilac, camaro hay nhng dng xe bn ti pickup a nng. y l nhng dng xe c mc tiu th nhin liu ln.

Khc vi ngi M ,ngi Chu u thch nhng dng xe gia nh nh nhn tit

kim nhin liu vi dung tnh xi lanh khng qu ln v Chu u l khu vc c nhng quy nh kht khe nht vi cc tiu chun v an ton , tit kim nhin liu v kh thi mi trng.

Cn i vi ngi Chu , h cng ging nh ngi Chu u im yu thch

s nh nhn vi gi c tng i,c bit l cc u tin v tit kim nhin liu. S thay i ng c v kiu dng ca Honda dng Accord: Honda Accord Tourer dnh cho th trng Chu u: Ngy 11 thng 2 nm 2010, Honda cng b nhng thng tin v hnh nh v mu xe Accord mi dnh cho th trng chu u vi 2 phin bn Sedan v Tourer. Phong cch thit k mi mang li cho Accord dng v th thao, thn xe khe khon, kt cu linh hot v c trang b nhng tnh nng an ton hin i nht. L nh sn xut t i u trong lnh vc mi trng, Honda mang n cho Accord loi ng c mi p ng tiu chun kh thi Euro 5. Th trng chu u lun c nhng i hi kht khe v lng kh thi ca t. Mc d phi n thng 9 nm 2010, nhng qui nh v kh thi theo tiu chun Euro 5

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Phn tch chin lc KDQT Tp on a quc gia Honda

mi c p dng rng ri cho cc loi xe hi chu u do nhng yu t lin quan n gi thnh. Tuy nhin Honda vn quyt nh trang b cho Accord loi ng c mi nht, p ng tiu chun ny nhm mang n cho ngi dng mt chit xe c hiu nng cao v tit kim nhin liu. V k thut, ng c diesel 4 xy-lanh i-DTEC 2.2L cng sut 150 m lc c ci tin gim hao tn do ma st bn trong, t tng hiu qu tiu th nhin liu v gim kh thi. Hin Honda cha cng b thng s c th nhng cho bit bn sedan vi hp s sn 6 cp gim c 9 g/km kh thi CO2, cn vi s t ng gim 11 g/km. Ci tin tnh kh ng hc, gim ma st bc n bnh xe cng gip ci thin hiu qu tiu th nhin liu. Honda Accord dnh cho th trng Bc M:

Honda Accord Crosstour s chnh thc c mt ti cc i l M vo ngy 20/11 ti, vi 2 phin bn: EX v EX-L, c hai u c trang b ng c V6 i-VTEC 3.5L cng sut 271 m lc ti vng tua 6.200 vng/pht v m-men xon 254 lb-ft. ti 5.000 vng/pht. Theo s liu ca C quan bo v mi trng M (EPA), mu crossover mi ny ca Honda c mc tiu th nhin liu l 8,7 lt/100km ng trng v 13,1 lt/100km trong thnh ph vi h dn ng cu trc. Khc bit v nhu cu ca chnh ph s ti:

Ti Chu u, Australia- nhng nc pht trin, a ra tiu chun v bo v mi trng nh cc tiu chun Euro...Chnh ph c, Italia, Anh, Ty Ban Nha... a ra k hoch h tr ngi tiu dng i xe c-mua xe mi

Th trng chu Phi vi c im l a phn l cc quc gia km pht trin (ngoi tr 1 s nc nh Nam Phi hay Maroc). cc quc gia y khng c nhng quy

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Phn tch chin lc KDQT Tp on a quc gia Honda

nh v mi trng v an ton ngt ngo nh Chu u hay cc quc gia khc. S pht trin gn y ca th trng Chu Phi mang li nhiu h qu ng ch .

Ti cc nc Trung ng: do thu nhp cao t du m, chnh ph h tr gi nhin liu nn khc vi M v Chu u, th trng ny li a chung cc loi xe th thao, sang trng, tn nhin liu. vic gi du ph k lc ch khin lng xe cao cp nh Rolls-Royce, Bentley cng cc loi xe ngn xng nh Hummer xut hin hn trong khu vc ny Khc bit v cu trc h tng:

Ti Chu u: chnh sch thng thong ca chnh ph v h thng giao thng thng sut, hin i. Ti Chu : Nh Vit Nam, vi c s h tng cn yu km,nn kt xe tr thnh vn vi chnh ph do chnh ph Vit Nam quy nh v xe rt cht ch, dng cc loi thu vi mc ch hn ch lng xe c, ting n v nhim mi trng quc gia ny Cao Sc p gim chi ph

Chin lc a ni a Thp Thp Sc p p ng a phng Cao

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Phn tch chin lc KDQT Tp on a quc gia Honda

Kt lun: Bng chin lc a ni a Tp on Honda lun c gng thay i cng nh pht trin a ra cc sn phm mi p ng nhu cu ca ngi dn trong tng th trng ca mnh. Chnh vic ny to nn mt cng ty thnh cng trong mt ngi tiu dng th gii vi Honda l mt cng ty c sn phm cht lng tt, mu m a dng, tit kim nhin liu, gi thnh r, v an ton cao.
III.

Th trng Honda Vit Nam: Cng ty Honda Vit Nam (HVN) l cng ty lin doanh gm 03 i tc:

- Cng ty Honda Motor (Nht Bn 42%). - Cng ty Asian Honda Motor (Thi Lan 28%). - Tng Cng ty My ng Lc v My Nng Nghip (Vit Nam 30%). 1. Hnh Thc Thm Nhp ca Honda ti th trng Vit Nam - Nhng

quyn thng mi:

- Ngay t khi bc chn vo th trng Vit Nam Honda ch tm ti vic xy dng

cc c s phn phi v bn hng ca hng ti cc trung tm thnh ph ln ri t t len li ti cc c s cp huyn v th trn. Honda c hai loi knh phn phi chnh: Cc sn phm xe my n vi ngi tiu dng qua cc i l c Honda y nhim cn gi l cc Head, cn sn phm t th thng qu cc i l do hng chn.
- Nh a s cng ty kinh doanh hin i, k c trong nc cng nh th gii, vic nh

sn xut bn hng qua trung gian phn phi (c gi l nh phn phi, i l, hoc i l y quyn) l rt ph bin. Vic ny c nhng u im vt tri so vi m hnh bn hng trc tip t chnh hng. Bng m hnh ny, Honda VN tn dng c ngun lc sn c ca cc trung gian, t tin vn, con ngi, qun l n dch v khch hng v c mi quan h vi cc khch hng tim nng cng nh cc c quan cng quyn ti th trng cc a phng. Hn ai ht, Honda hiu rng nh phn phi l cnh tay ni di ca h trn th trng, h bit tn dng sc mnh ca cc Head thm nhp v chinh phuc th trng Vit Nam vi nhng con s sau ta c th thy c iu ny vi : Cng sut 2 nh my sn xut xe my l 1,5 triu

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Phn tch chin lc KDQT Tp on a quc gia Honda

xe/nm v nh my lp rp t l 10.000 xe/nm. Doanh thu hng nm trn 1 t USD, Honda Vit Nam l doanh nghip FDI ln nht Vit Nam. 2. Cc chin lc Honda p dng ti Vit Nam:
a. Chin lc sn phm:

Th phn xe my nm 2009

S x e b n ra q u a c c n m c a H O N D A

2 1.5 1 0.5 0

2005

2006

2007

2008

2009

HONDA

Y AM AHA

SUZUKI

SY M

KHC

S x e b n ra q u a c c n m c a H O N D A

T nhng con s trn ta thy s xe ca Honda bn ra kh ln. S lng xe bn ra qua cc nm cho thy l lc ca ban qun tr tng cng ty Honda Vit Nam. D c th phn ln nht nhng Honda cng phi chu s cnh tranh rt mnh m t cc Hng khc, nht l t nhng ngi ng hng YAMAHA v SUZUKI. Mc d vy nhng Honda vn chim vo ngng 50% th phn Vit Nam. Honda hp tc vi IBM nng cp xe my - Honda k mt hp ng vi IBM v cung cp cc linh kin v cng ngh RFID. Tho thun ny cho php hng nng cao hn na hiu sut v tnh chnh xc trong khu qun l v sn xut xe my. IBM Global Business Services cho bit s tr gip Honda trong vic thit k v pht trin vic thc hin cng ngh RFID. Cng ngh ny cho php t ng kim tra chnh xc tng chic xe trong dy chuyn sn xut. RFID cng s c s dng trn cc b phn quan trng nh ng c. Cc c vn cng ngh v thng mi ca IBM c mi quan h hp tc lu

di vi k s ca Honda trong vic thit k v xc nh nhng gii php tt nht trong sn xut. V vy, cng ngh RFID s nhanh chng c hp nht hon ton

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Phn tch chin lc KDQT Tp on a quc gia Honda

vi h thng IT hin c ca Honda qua nhng tiu chun nn tng m rng, trnh ng dng Linux v Java (J2EE). Nh vy khu kim k v gim st s pht trin cng sut sn phm s c theo di. ng Nicola Marrone, y vin qun tr d n ni: "y l mt th d cho thy s

i mi cng ngh l s bin i quan trng ca mt doanh nghip. Doanh nghip khi c th em n khch hng gi tr thc s ca sn phm. IBM nhn thy rng gi tr tim tng ca RFID t rt sm v chuyn sang cung ng cc phn mm tin ch bng cch u t vo nghin cu v pht trin vi nhng dch v c k nng, k xo chuyn nghip. K hoch trong tng lai ca chng ti l m rng nhng ci tin nn tng ca RFID sang c cc lnh vc khc nh dy chuyn cung cp v sau l phn phi sn phm".
b. Chin lc gi:

Khuyn mi gim gi Cc chng trnh khuyn mi gim gi ca Honda khng li. khi ht gim gi th lng bn cng gim theo. Ngoi ra cc chin dch khuyn mi gim gi rm r cng ch li ko c 10% -20% s khch hng trung thnh quan tm, v vy doanh s cng s khng th tng t bin nh bn mong i. Khuyn mi theo hnh thc gim gi va tn km, t hiu qu m cn gy tc dng ph cho dy chuyn sn xut v vn chuyn hng ho. Khuyn mi i km khi mua sn phm y c l l nhng chin dch khuyn mi thnh cng nht ca Honda. Thng thng trong cc chin dch ny khi mua xe my ca Honda nh mt chic xe Dream bn c tng mt m bo him ca Honda sn xut, c h tr ph khi ng k giy t v xe, v cng c th l c bo dng nh k ti cc trung tm ca Honda m khng phi tr tin. y l nhng chng trnh khuyn mi th hin ng cp ca Honda. Gi bn xe vn cao th hin cht lng v ng cp hn na li c nhiu li i km. Nhm thc hin: Nhm 10 Trang 25

Phn tch chin lc KDQT Tp on a quc gia Honda

Chin lc gi cao : Chng ta tng b n tng bi nhng cng ty to nn s khc bit nh chin lc gi cao. Honda l mt thng hiu khng my xa l i vi ngi dn, sn phm ca Honda c cc sn phm bnh dn nh xe my Wave gi bn l l 14.9 triu ng v cng c cc sn phm cao cp nh SH, LEAD,AIR BLADE gi thp cng khong 3540 triu ty loi v tng thi im khc nhau.
c. Chin lc phn phi:

Ngay t khi bc chn vo th trng Vit Nam Honda ch tm ti vic xy dng cc c s phn phi v bn hng ca hng ti cc trung tm thnh ph ln ri t t len li ti cc c s cp huyn v th trn. Honda c hai loi knh phn phi chnh: Phn phi c quyn: y l phng thc phn phi sn phm m trong cc dng sn phm cao cp nh xe my SH th c phn phi cho cc c s ln ca Honda qun l thng th l cc thnh ph ln nh thnh ph H Ni v thnh ph H Ch Minh. Cc sn phm ny khng c phn phi cho cc i l bn l ca Hng.V Honda khng tn nhiu chi ph kim sot cc a im bn hng. Phn phi rng ri: Honda s tm nhiu a im bn hng to thun li cho khch hng d dng tm kim sn phm do chnh Honda sn xut nhng kh nng kim sot h thng bn hng ny ch ln kh khn do xa i l chnh. i vi cc i l kiu nh th ny Honda c nhng rng buc v cam kt khi phn phi hng cho cc i l, m bo sn phm c bn ng vi gi do Honda quy nh. Mc tiu chnh ca chnh sch phn phi l: - Thng bo vi khch hng tim nng ca Hng rng hin nay c mt sn phm mi, gii thiu nhng ci tin mi v nhng u vit ni bt c trong sn phm mi (ci tin v cng ngh v cch tn xu hng thi trang trong sn phm ny). Cng vi l khuyn mi cho mt s lng xe bn sm nht.

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Phn tch chin lc KDQT Tp on a quc gia Honda

- Bn trc tip qua cc i l phn phi hoc cc i l y quyn ca Honda, vic sn phm c bn c nhiu hay khng l ph thuc vo chnh cc i l ny. Cng h tr cho phng thc ny l chin dch qung co rm r trn i truyn hnh v i pht thanh. - Honda em gii thiu sn phm mi ti hi ch thu ht c cc khch hng c quan tm. y cng l mt trong nhng cch sn phm mi c th nhanh chng ti c i vi nhng khch hng xa i l phn phi.
d. Chin lc ym tr, y mnh, kch thch tiu th sn phm:

To cn st v bin thnh ln sng d lun - t c mc tiu ny i hi sn phm c tung ra phi c sc mnh nht nh trn th trng da vo mt thng hiu vn c. Hng Honda tng p dng chiu thc ny Vit Nam. Khi xe my Trung Quc vi nhng kiu dng ''ging ging hng Nht xut hin v chim lnh th trng trong nc, v tr ca Honda trn th trng Vit Nam b gim st thy r. Honda lp tc cho tung ra sn phm mi, xe my Wave Alpha. Sn phm ny khi tung ra th trng lp tc thu ht c s ch ca ngi mua v Wave Alpha c kiu dng p, gi r m hn na li l ca chnh hng Honda, mt thng hiu t lu i vo tim thc ca ngi Vit vi nhng sn phm c thi gian s dng lu di hp vi tm l ''n chc mc bn'' ca ngi Vit. - Mc d c nhiu th h Vit Nam n nhn v yu thch nhng Honda cung phi chu s cnh tranh t cc i th ng hng nh Yamaha, Suzuki v ngi bn n t i Loan SYM rt thnh cng vi xe Attila v Shack. Bng vic tung ra dng xe bnh dn nh Wave hay Dream lm cho ngi tiu dng thy sc khi gi xe ca Honda sn xut li thp nh vy, nhng dng xe ny nhm vo i tng ch yu l ngi c thu nhp thp. Sau hng li tung ra hai chic Lead v Air Blade c gi trung bnh ngang vi gi ca cc loi xe nh Nouvo ca Yamaha hay Shack, Attila ca Suzuki. Ngay lp tc nhu cu xe tng vt gy st xe ,cung khng cu v gi tng vt.

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Phn tch chin lc KDQT Tp on a quc gia Honda

Hng v khch hng:

- Honda VN l mt cng ty hng v khch hng. Honda quan tm n x hi VN trn cc lnh vc nh an ton, cht lng,lun ch trng mang n cho ngi dn nhng sn phm c cht lng tt nht. L mt thnh vin tch cc ca t nc VN, ngay t ngy u mi thnh lp, Honda VN xc nh s pht trin ca cng ty phi lun gn lin vi li ch chung ca x hi. Vi tm nguyn , trong sut hn 10 nm c mt ti Vit Nam, bn cnh hot ng sn xut kinh doanh, Honda VN lun ng gp tch cc vo s pht trin chung ca x hi trn rt nhiu lnh vc nh: ng gp cho Ngn sch nh nc, tuyn truyn an ton giao thng v hng dn li xe an ton, h tr pht trin gio dc, vn ha ngh thut, th thao... Cng ty thnh lp Qu hot ng x hi Honda vi tr gi 10 triu la M trong vng 5 nm (2006-2010), vi 2 lnh vc hot ng tp trung nht l: An ton giao thng v Gio dc. Trong nhng nm qua Honda VN thc hin nhiu chng trnh v hot ng nhm thc y an ton giao thng cho mi ngi nh bn tin an ton giao thng trn VTV1, chng trnh Ti yu Vit Nam trn VTV v VOV, chng trnh li xe an ton cc tnh thnh c nc, hi thi nng dn li xe an ton. Ti yu Vit Nam l thng ip ca Honda VN, v th vi nhng thnh tu v kt qu t c iu quan trng nht l Honda s cn tip tc tin xa hn bng nhng n lc to ln vi mong c Tr thnh mt Cng ty c x hi mong i. - Xe my l phng tin i li quan trng v ch yu ti Vit Nam. K t khi Honda bc chn vo th trng Vit Nam hn 10 nm trc y, cng ty lin tc u t xy dng c s h tng sn xut nhm p ng nhu cu ngy cng tng cao ca th trng m xe my l phng tin chim gn 90% ti cc thnh ph ln

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Phn tch chin lc KDQT Tp on a quc gia Honda

Nh my xe my Xe my:

Nh my t

Nh my xe my th nht : Thng 3 nm 1998, Honda Vit Nam khnh thnh nh my th nht. c nh gi l mt trong nhng nh my ch to xe my hin i nht trong khu vc ng Nam , nh my ca Honda Vit Nam l minh chng cho nh u t nghim tc v lu di ca Honda ta th trng Vit Nam. Thnh lp: Nm 1998 Tr s: Phc Thng, Phc Yn, Vnh Phc Vn u t: USD 290,427,084 Lao ng: 3.560 ngi.Cng sut: 1 triu xe/nm. Nh my xe my th hai: Nhm p ng nhu cu ngy cng gia tng ca khch hng Vit Nam, Honda Vit Nam quyt nh u t m rng sn xut, nng cao sn lng ti th trng Vit Nam. Thng 8 nm 2008, nh my xe my th hai chuyn sn xut xe tay ga v xe s cao cp vi cng sut 500,000 xe/nm c khnh thnh ti Vit Nam. iu c bit ca nh my xe my th 2 chnh l yu t thn thin vi mi trng v con ngi. Theo , nh my ny c xy dng da trn s kt hp hi ha v hp l nht cc ngun nng lng t nhin l: Gi, nh sng v Nc. Nm thnh lp: Nm 2008 Tr s: Phc Thng, Phc Yn, Vnh Phc Vn u t: 65 triu USD

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Phn tch chin lc KDQT Tp on a quc gia Honda

Lao ng: 1.375 ngi Cng sut: 500.000 xe/nm Tnh n thi im hin ti, tng cng sut sn xut ca c 2 nh my xe my l 1,5 triu xe/nm, a Honda Vit Nam tr thnh mt trong nhng nh my sn xut xe my ln nht ti khu vc v trn ton th gii.
t:

Thng 3 nm 2005, Honda Vit Nam chnh thc nhn c giy php ca B K hoch v u t cho php sn xut lp rp t ti Vit Nam. y l mt mc lch s quan trng nh du s pht trin ca Cng ty. Ch sau 1 nm v 5 thng, Honda Vit Nam xy dng thnh cng nh my, xy dng mng li i l, cc chng trnh o to bn hng, dch v, li xe an ton cho nhn vin cc i l v ra mt mu xe u tin vo thng 8 nm 2006. T thi im , Honda Vit Nam khng ch c bit n l nh sn xut xe my vi cc sn phm danh ting m cn l nh sn xut t uy tn ti th trng Vit Nam. Nh my sn xut t: Nm thnh lp: 2005 Tr s: Phc Thng, Phc Yn, Vnh Phc Vn u t: Khong 60 triu USD Lao ng: 408 ngi Cng sut: 10,000 xe/nm - Nh my sn xut t c trang b my mc v thit b tng t nh cc nh my Honda cc nc khc vi tiu ch c bit coi trng cht lng, an ton v thn thin vi mi trng. Hn na, nh my cn c trang b dy chuyn lp rp ng c vi mong mun tng bc ni a ha cc sn phm t .

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Phn tch chin lc KDQT Tp on a quc gia Honda

Thnh cng Honda-Civic ti th trng Vit Nam:

- Bc t ph trong cng ngh xe Civic - mu xe thn thit vi khch hng Vit

Nam. Vi mu nu vng mi, Honda Vit Nam mong mun s mang li thm mt din mo mi, c o, trang nh v thanh lch cho Honda Civic ng thi tho mn nhng khch hng tr thnh t yu thch nhng gam mu sng ni tri v c tnh. Sau khi c gii thiu ti trin lm, phin bn mu mi ny cng s ng thi c gii thiu ti cc i l t ca HVN trn ton quc.
- Sau 2 nm c mt ti th trng t Vit Nam (k t thng 8 nm 2006), HVN

cung cp hn 10.000 xe Civic v nhn c nh gi cao ca khch hng Vit Nam. Vi vic trng by xe Civic ti trin lm ln ny, Honda Vit Nam mong mun khch hng Vit Nam s hiu thm v bc t ph v thit k kh ng hc ng thi thit lp nhng chun mc mi cho phn khc th trng ca dng xe ny vi cng ngh ca ng c i-VTEC mnh m, tit kim nhin liu v thn thin vi mi trng. Hin nay, Honda Vit Nam ang sn xut 3 loi xe Civic bao gm: Civic 1.8 AT, Civic 1.8 MT v Civic 2.0 vi cc mu xm bc, en tuyn, xm xanh, xanh bc v mu nu vng. Honda Civic c 2 loi ng c khc nhau l SOHC i-VTEC 1.8 L, cng sut 140 m lc v DOHC i-VTEC 2.0L, cng sut 155 m lc tit kim nhin liu, bo v mi trng t tiu chun kh thi EURO 4. ng c trng by 1.8 iVTEC ti trin lm ln ny c cng sut mnh m nh ng c 2.0 nhng mc tiu hao nhin liu ch bng loi 1.5 thng thng. Nh ng c tin tin i-VTEC v DBW (Drive by Wire: van bm ga iu khin bng in t), ng c ny hot ng Nhm thc hin: Nhm 10 Trang 31

Phn tch chin lc KDQT Tp on a quc gia Honda

nh hai loi ng c nm trong mt chic xe. Khi ch ti cao nh lc khi hnh v tng tc, ch DBW s m ht bm ga trong khi c ch VTEC s ti u ha thi im ng m van ht to ra cng sut tng ng vi ng c 2.0 lt. ch ti thp, nh lc ang chy vn tc cao khng i, DBW s khp hp bm ga trong khi c ch VTEC hon thi im ng van t mc tit kim nhiu liu nh loi ng c 1.5L. Kt Lun: Hnh thc nhng quyn thng mi ca Honda ti th trng Vit Nam to nn nhng thnh cng nht nh ca cc dng xe my cng nh cc sn phm t nhng bn cnh vic giao hon ton cho cc Head t qun l v gi ca cc dng xe my nh: Air Blade,Lead,PCX... dn to nn mt ln sng phi i t ngi tiu dng v vi ngi tiu dng chu chnh lch t 5 n 10 triu cho 1 chic xe my l iu kh chp nhn. y cng l vic quan trng Honda cn gii quyt trnh mt s c ch tm l dn n vic ty chay ca ngi tiu dng.

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