Chin lc marketing ca Honda & Bi hc kinh nghim Vit Nam.

Honda c nh gi cao nh chin lc marketing kh hiu qu: chnh sch gi v sn phm ph hp vi i tng tiu dng l ngi c thu nhp t trung bnh cho ti cao, phn phi hp l, chnh sch xc tin nh trng vo tm l ngi VIt vi sloganTi yu Vit Nam. Chin lc sn phm:Ti Vit Nam, xe my khng ch l phng tin i li m nhiu khi cn l cng c kim sng ca khng t ngi dn. S lng ngi s dng xe my v cng ln v mc ch s dng cng v cng phong ph. Nm bt c iu ny, cng ty Honda a ra rt nhiu kiu dng, mu m cho khch hng la chn, tng ng vi nhng mc gi khc nhau, ph hp vi nhiu tng lp ngi dn. Cc dng xe ca Honda nh: Air Blade, Air Blade Repsol, Lead, Click, Click Play, Future, Super Dream. Super Dream Plus, Wave, @, SH, Dylan, PS Cc loi t nh Civic, CR-V Chin lc gi:T khi c mt ti VN, Honda gii thiu rt nhiu mu m xe mi, ci tin cc mu xe c v lun i u trong doanh s tiu th v mt hng ny ti th trng Vit Nam. Thnh cng ca Honda trong vic chim lnh th trng khng ch a trn mu m & cht lng sn phm ca h m mt phn quan trng khng km, l k thut nh gi ca cng ty Honda. Cc sn phm ca Honda lun c nh gi nhm ph hp vi ti a lng khch hng ca h, t nhng sn phm bnh dn p ng nhu cu i li thit yu n nhng sn phm cao cp c gi rt cao nhm tha mn nhu cu s dng, th hin ng cp ca ngi s dng. Chin lc nh gi ca cng ty Honda Vit Nam ch yu nhm vo khch hng mc tiu ca h, l tng lp trung bnh ca x hi. y chnh l lc lng nhng khch hng ch yu ca cng ty trong sut nhng nm qua. Tuy nhin, Honda khng dng li , c th l h c nhng sn phm cao cp nhp t nc ngoi nhm tip cn nhng khch hng thuc tng lp cao, nhng ngi sn sng b ra mt khon tin ln tha mn nhu cu ca mnh. Cc chin lc nh gi ca Honda v cng ng n, minh chng r rng nht l vic h c mt Vit Nam t rt lu, sau nhiu nm kinh doanh, cha bao gi Honda tr thnh mt thng hiu c m cng ty vn tip tc pht trin, thm ch cn ngy mt chim nhiu th phn hn. Chin lc xc tin sn phm Slogan ca Honda Vit Nam l Ti yu Vit Nam. Honda gn b vi ngi Vit Nam t rt nhiu nm, t nhng chic xe my nm 60, 70, 80 cho n nhng dng xe hin i ngy nay. Vi bn lnh thng hiu v cht lng sn phm, Honda hin nay vn

chim lnh th trng, ha hn s mang n cho khch hng nhng sn phm mi hon thin hn trong tng lai.

Thc trng sn xut Trong khi u t cc nh my sn xut cc loi xe hi cc nc th Vit Nam, do nhu cu s dng xe gn my vn rt cao nn Honda VN quyt nh u t xy dng thm mt nh my chuyn sn xut cc loi xe moto, t cao cp nh SH,Dylan,@ n cc xe bc trung nh Wave , wave RSX va ti tin li t hao xng, p ng c nhiu tiu ch ca ngi dn Vit Nam khi chn mua mt chic xe my. Hn th na, Honda VN lin tc u t trang thit b, cng ngh ti tn nht ca Honda vo vic sn xut cc mu xe my ti th trng Vit Nam. Ti nh my xe my th Nht, thng 11 nm 2006, Cng ty ng b hin i ha, nng cp v a vo nhiu loi my mc mi p ng cho vic tng cng sut sn xut t 800.000 xe /nm ln 1 triu xe/nm. Tip theo, n thng 7 nm 2007, Honda VN chnh thc cng b m rng u t, xy dng thm nh my xe my th 2 ti Vit Nam, tp trung vo vic sn xut xe tay ga v xe s cao cp. Thc hin nhng d n ny, Honda VN lun mong mun c u t lu di v bn vng ti th trng Vit Nam. V n ngy 29 thng 8 nm 2008, ti Vnh Phc, Cty Honda VN t chc l khnh thnh nh my xe my th hai c din tch 300.000m2. Vi s vn u t 65 triu USD, cng sut 500.000 xe/nm, sn xut xe ga v xe s cao cp, nh my s to thm vic lm cho 1.400 lao ng. c bit, nh my ny p dng cng ngh tin tin nht ca Honda - l nh my rt thn thin vi mi trng, kt hp hi ho 3 yu t "gi- nh sng - nc". Nh vy, cng vi cng sut ca nh my hin ti l 1 triu chic/nm, cng sut ca Honda ti VN s ln ti 1,5 triu chic xe my/nm. V tng kt li, vic Honda ang ngy cng chim v th dn u trn th trng xe my ca VN l iu khng th ph nhn c, bi tnh t ngy 13 thng 8 nm 2008, Cng ty Honda Vit Nam nng t l ni a ho ln 81% nhm p ng nhu cu ca ngi Vit Nam. S lng sn phm xut khu trong qu II/2009 sang cc nc Philippin, Campuchia, Lo l 40.900 xe, nng tng s xe xut khu ra th trng nc ngoi l 97.285 xe.
Nm 2005 2006 2007 2008 2009 Th phn nm 2009 % So vi nm 2008 Tng trng nm 2009 % xp th Hng xe HONDA YAMAHA SUZUKI 1.8 0.49 0.33 1.6 0.5 0.4 1.1 0.76 0.37 0.85 0.5 0.25 1.43 0.52 0.32 52 18.91 11.64 0.58 0.02 0.07 168.24 104 128 1 2 3 n v: triu xe SYM KHC TNG th phn: % 0.24 0.56 3.42 0.3 0.34 3.14 0.33 0.21 2.77 0.2 0.19 1.99 0.25 0.23 2.75 9.09 8.36 100 0.05 0.04 0.76 125 121.1 4 5

2.1.2: Chin lc gi 2.1.2.1: Xy dng u th gi: 2.1.2.2: i ph vi chin lc gi.

Cc thng hiu dn u th trng lun b tn cng v gi. V y l lut ca cuc chi ! Honda cng nh vy lun b cc i th trong ngnh cnh tranh v gi.Honda tung ra nhng n him m cc i th khng th chng . 2.1.2.2.1. Hy lm iu g c bit K thng lnh c th to ra nhng c quyn, c li cho nhng khch hng ln ca h. i u trong cc hot ng ATGT, ng gp x hi Vi Honda Vit Nam phng chm kinh doanh lun gn vi an ton x hi v th ngay t khi mi thnh lp Honda Vit Nam n lc ht mnh v s an ton ca ngi i xe ni ring v ca cng ng ni chung. Sut 10 nm qua, Honda Vit Nam dnh s quan tm c bit cho cc hot ng tuyn truyn An ton giao thng (ATGT) v hng dn li xe an ton. Ngay sau khi khnh thnh nh my, Honda Vit Nam xy dng trung tm li xe an ton vi h thng thit b o to, hng dn hin i v o to c hn 12.000 hc vin. Ch ring chng trnh Ti yu VN trong nm 2005 thu ht c hn 7.000 ngi dn tham gia v hng trm ngn ngi xem. Bn cnh , trong 10 nm qua, Honda Vit Nam cng c bit ch trng ti cc hot ng x hi trong nhiu lnh vc, nh h tr pht trin gio dc, vn ho, ngh thut, th thao v t thin vi tng ngn sch ln ti gn trc triu USD. Qua cc chng trnh ny cc mu xe mi nht ca Honda c ra mt ngi dn, y cng l phng thc qung b thng hiu ng cp ca Honda. 2.1.2.2.2. Chuyn hng Mt chin lc i ph khc kh hiu qu l chuyn cuc thng lng gi bn ra bng tng chi ph sn xut v cc chi ph cho dich v khc. 2.1.2.3: 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. 2.1.2.4: 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. 2.1.2.5: 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 35- 40 triu ty loi v tng thi im khc nhau. 1. Sn phm cht lng cao nn bn gi cao:

Khch hng sn sng tr gi cao cho nhng sn phm cht lng, v cht lng nn nhn thy c. Nhng chic xe do Honda sn xut ni ting t lu v cht lng v kiu dng. Trc y nhng chic xe CUP rt ni ting trn th gii 2. Sn phm gi cao phi c uy tn hng hiu: Nu bn dm b ra 150 triu mua chic SH trong khi mt chic xe hi nh civic gi gi ch c hn 400 triu ng, bn c mun khoe vi bn b v hng xm khng? T n ni cho mi ngi bit rng bn l ngi thnh t. iu ny ch v bn mun gy n tng vi mi ngi m thi! Gi cao gip sn phm tht l ng gi. V gi cao tr thnh mt li ch ca sn phm. 2.1.3 :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: 2.1.3.1: 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. 2.1.2.3: 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. Chnh sch truyn thng v xc tin bn hng Khi mt sn phm mi ca Honda c gii thiu trn th trng, mc tiu chnh ca chnh sch ny 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. - 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. 2.1.4:Chin lc ym tr, y mnh, kch thch tiu th sn phm 2.1.4.1: 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. 2.1.4.2: 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. 2.2: Nguyn nhn

Qua nhng ti liu nghin cu v Honda em thy s thnh cng ca Honda Vit Nam chnh ti nng ca nhng nh lnh o ca Hng. 2.2.1: B quyt thnh cng ca Honda Vit Nam 2.2.1.1: Tn trng nhn vin Thnh cng m Honda ginh c c mt b mt v cng quan trng, l tn trng nhn vin, c v kh nng t duy sng to c lp ca h. To ra mi trng lm vic m mi cng nhn u c c hi th hin mnh , lm cho h cm thy mnh v ang lin h cht ch vi mt cng vic quan trng trong cng ty. Nu khng giao cho nhn vin quyn lc, r rng h khng chu bt k trch nhim no, v nh vy lm sao bo m c cht lng sn phm? Vi phng cch giao trch nhim cho cng nhn, Honda c th loi nhng sn phm khng hp quy cch ngay t khu chn la nguyn liu, linh kin, c n cc giai on lp rp m khng cn n ngi kim nghim. 2.2.1.2: nh gi con ngi trong cng vic Honda khng dng t nng lc. ng cho rng gia ngi vi ngi khng c s phn bit nng lc tt xu, ch tn ti c tnh khc nhau. Bt k ngi no, ch cn t h vo v tr thch ng, th c th pht huy y thc lc ca mnh. Mt khc, khng nn chn la nhng ngi ph hp vi mong mun ca mnh, bi v nhng ngi khng va mt mnh c th l ngi c ti. Do vy, Honda rt ch trng vic bi dng nhn ti, mi ngi mi. Khi khai thc pht trin loi xe my mi, Honda lun tn nhim s dng mt cch c thc nhng nh nghin cu tr. Mc d nu ch kim tra ring v mt k thut th lp k thut lu nm ng nhin l c, song h cng d i vo con ng mn nghin cu trc y, khng thch ng kp vi s thay i ca th trng. V vy, khi ch to mt th h sn phm mi, Honda lun s dng mt lot ngi mi thc hin cho k hoch ca mnh. 2.2.1.3: Ch u i ng thi c v lng say m sng to v tch cc trong cng vic, ng cng a ra nhiu ch u i i vi cng nhn. Khi nhn vin xut mt tng hp l c a vo s dng, s cho im cn c vo mc quan trng ca tng m h a ra. Nu tng t 300 im, s c nhn gii thng Honda gp 10 ln. Ngoi ra hng nm, cng ty cn pht hai ln tin thng v nhiu mt hng phc li cho nhn vin. Cn b, cng nhn vin trn 70% c xe my v xe t do cng ty sn xut. Honda cng rt quan tm n i sng tinh thn ca nhn vin, ng cho rng: con ngi khng phi l ci my, nu mt nh my em con ngi t ngang bng vi my mc, th x nghip khng th pht trin lu di. Vi quyt tm bin nhng c m ca mnh thnh hin thc, Soichiro Honda xy dng c mt thng hiu vng chc i vi th trng th gii. Sn phm ca Honda l mt hng ni ting cht lng cao. ng ni: Nhiu ngi m n thnh cng. Theo ti ch c th t n thnh cng sau khi tht bi nhiu ln v rt kinh nghim. 2.2.2: Phng php qun tr doanh nghip thnh cng ca Honda C rt nhiu chin lc, b quyt khc nhau, nhng theo nhiu chuyn gia kinh t th Cng thc lnh o v qun l l mt trong nhng nhn t quan trng nht dn n thnh cng ca Honda. Di y l mi nguyn tc qun tr ca Honda rt ra sau hng

chc nm pht trin trn thng trng. Mt trong nhng ngi pht minh ra nhng nguyn tc ny l Nemoto, gim c iu hnh ca Honda. 2.2.2.1: Lin tc ci tin Cc nh qun l cn phi lin tc tm cch ci thin l li lm vic ca nhng nhn vin ca mnh. Tin b l mt qu trnh tng tin dn dn t thp ln cao. Cn to mt bu khng kh thun li cho cc nhn vin ca mnh thc hin nhng ci tin. 2.2.2.2: Phi hp gia cc b phn. Nhng ngi ph trch cc phng ban, phn xng hay chi nhnh phi san s trch nhim. Nemoto khuyn co cc cn b qun l: "Mt trong nhng chc nng quan trng ca ngi ph trch l thc hin tt s phi hp gia b phn ca mnh vi nhng b phn khc". Mt h lun rt ra l gii lnh o cp cao khng nn giao ph nhng cng vic quan trng ch cho mt phng ban m thi. 2.2.2.3: Mi ngi u pht biu. Nguyn tc ny hng dn nhng ngi gim st cc nhm cht lng ti Honda, m bo tt c cc thnh vin u cng tham gia v cng hc hi. N cng c p dng rng ri trong tt c nhng cuc hp v cng tc hoch nh hng nm. Bit nghe quan im ca mi ngi, nhng ngi lnh o cp cao c th to nhng k hoch c s ng h ca nhng ngi thc thi, mt nhn t ct yu cho thnh cng ca cc chng trnh ci tin cht lng. 2.2.2.4: ng la mng. Honda p dng chnh sch cp trn trnh ph phn v e da trng pht khi c lm li xy ra. C nh vy mi bo m cc li lm s c bo co ngay tc th v y t c th tm ra nguyn nhn su xa ca sai lm (trong cc chnh sch v cc quy trnh) ri sa i. Trch mng ngi bo co hn nhin khng khch l ngi ta bo co nhng li lm v nh vy cng kh tm ra nguyn nhn su xa ca sai lm. 2.2.2.5: Lm cho ngi khc hiu: cng vic mnh lm. lm vy, cn ch n cc k nng ging dy v thuyt trnh. Cc nh qun l ti Honda u pht trin cc k nng thuyt trnh v ging gii v cng vic ca mnh c nhng s cng tc y v hu hiu hn. 2.2.2.6: Lun chuyn nhng nhn vin gii nht. Honda c chnh sch lun phin hun luyn nhn vin. Nhng nh qun l u c xu hng mun gi nhng nhn vin gii nht ca mnh khng cho lun chuyn sang b phn khc. Nhng v lu v di vi chnh sch lun chuyn cng ty s c li nht. 2.2.2.7. Mt mnh lnh khng c thi hn khng phi l mnh lnh. Nguyn tc ny nhm cc nh qun l lun lun phi ra thi hn hay lch thc hin cng vic. Khng nh ra hn cht phi lm xong, cc cng vic s t c hon tt hn. 2.2.3.8.Din tp l mt dp l tng hun luyn.

Nhng nh qun l v cc ngi trng nhm c rt nhiu bui thuyt trnh v bo co. Trong chng trnh kim tra cht lng phi c bo co thng xuyn v tin thc hin. Masao Nemoto khuyn khch nhng nh qun l ch tm n vic din tp nhng bo co v nhng cuc thuyt trnh. y l dp rn luyn cc k nng ni v khm ph nhng vn hoc nhng thiu st ca ti. V y khng phi l lc "ng n thuyt gio", thi gian din tp rt thun tin cho vic o luyn cc k nng ni trn. 2.2.2.9: Kim tra s tht bi: tr khi lnh o cp cao c hnh ng. Vi nguyn tc ny, cp lnh o phi ra cc bin php gii quyt tht c th khi c mt vn ang cn theo di hoc c bo co. Mt khi xc nh c vn m khng c hnh ng g th cng ch v ch. 2.2.2.10: Hy hi cp di "Ti c th lm c g cho anh ?" Honda, iu ny c gi l "to c hi c nghe cp cao nht". Nu nhng ngi cp di c yu cu gip iu g, hy thc hin theo yu cu y. C th tng qut ha trit l ny nh sau: nu cc nhn vin cm nhn rng lnh o cp cao sn sng quan tm gii quyt vn , h s tch cc, lc quan hn trong vic gii quyt cc vn v s c thi nghim tc hn i vi nhng mc tiu m lnh o ra. 2.2.3: Bi hc kinh nghim Vit Nam. 2.2.3.1: Chun b k cng v nghin cu th trng. Cc nh u t thnh cng xc nh r th trng, nhu cu ca th trng v thng xuyn gi ra nhu cu mi, nng cao nng lc cnh tranh ca mnh. Nhng doanh nghip thnh cng u chun b k cng v nghin cu th trng trong nc, quc gia m h nh xut khu, thng xuyn phn tch nh gi i th cnh tranh. Honda nghin cu k cng nhu cu ca ngi VN, h iu chnh thit k xe my Honda p ng nhu cu ca ngi VN l thng i hai ngi trn mt xe ch khng phi mt ngi mt xe nh cc nc khc. H cng gia c thm chuyn trng lc v tr khc hn so vi v tr trc y nn trong cuc cnh tranh vi xe my Trung Quc r hn rt nhiu, xe my Honda vn tr c. Chin lc khch hng ca Honda cng l iu m chng ta cng phi hc tp bi sau khi bn hng, h gii quyt bt k khiu ni no. Th trng dch v ca VN ang c m ra v cc nh u t ang ng trc nhu cu rt mi ca ngi VN bi v nc VN hin nay, bn cnh nhu cu bnh thng xut hin cc nhu cu cht lng cao nh nhu cu cha bnh cht lng cao, nhu cu gio dc o to, nhu cu m phm, in thoi cao cp, nhu cu c quan tm chm sc sau bn hng...Chnh v th cc cng ty Vit Nam v cc cng ty nc ngoi Vit Nam phi nng cao hn na dch v chm sc khch hng ca mnh c th to nn nhiu khch hng trung thnh v nng cao v th cnh tranh ca mnh. 2.2.3.2: Xy dng mt mi quan h hp tc tin cy. Cc nh u t thnh cng u xy dng mt mi quan h hp tc tin cy rt tt p vi cc c quan lin quan,c bit nhn mnh ti mi quan h vi chnh quyn a phng.Ngoi vic thit lp mi quan h rt tt p vi cc B, c quan trung ng nh Tng cc Thu, Tng cc Hi quan..., nhiu doanh nghip to mi quan h rt tt vi chnh quyn cp tnh, thm ch l cp huyn, cp x.

2.2.3.3: u t vo ngun nhn lc v trin khai mi quan h i tc vi cc nh cung cp dch v a phng. Trong nhng vn qu ln nht ca VN l ngun nhn lc, c i ng lao ng thng minh, hc nhanh v kho tay. Tt c cc doanh nghip no u t vo ngun nhn lc ca VN u hi lng, khng ch th hin qua iu tra ca Jetro - Nht Bn, Kotra ca Hn Quc m cn ca cc nc doanh nghip khc ca Hoa K... Tuy vy, trnh chuyn mn ca ngi lao ng VN cn c tng cng v vn chy mu cht xm m iu m cc nh u t cn tnh ton. Cn hoan nghnh nhiu DN vn u t nc ngoi b nhim ngi VN vo hu ht cc v tr ch cht nh gim c iu hnh, gim c khu vc, gim c nhn s... iu ny khng ch gim chi ph cho cc nh u t m cn to mi quan h vi ngi lao ng, vi cc c quan khc tt p hn. Honda VN pht trin mi quan h vi rt nhiu i tc a phng, k kt nhiu hp ng cung cp ph kin cho xe my Honda. y Honda c s chuyn giao cng ngh v gip cc i tc Vit Nam.Metro c sng kin thu mua nng sn, gip nng dn nng cao cht lng nng sn, cht lng ng gi, bo qun, nng cao v sinh an ton thc phm c th a vo siu th, c th xut khu, thp ch cung ng cho khch sn. 2.2.3.4: i mi cng ngh , thay i kiu dng, a ra kiu dng mi. Rt nhiu doanh nghip thnh cng thng xuyn c mi quan h vi cc vin nghin cu, thng xuyn i mi cng ngh , thay i kiu dng, a ra kiu dng mi. Cn lu th trng Vit Nam, k c th trng ni a, tr thnh mt b phn ca th trng ton cu, nn hy vng s dng nhng cng ngh c Vit Nam rt khng hin thc. Kinh nghim ca cc hng t cho thy nhu cu v m hnh mi, cng ngh mi VN l hon ton c tnh cht thi s. Hoc nh xe my Honda, mnh cha xi ht c h a ra xe mi cht lng...Honda lin tc u t d tm ti,nghin cu nhng bc t ph trong sn phm.ng thi khng ngng thay i kiu dng nhm lm tng s a dng mu m,p ng ngy cng cao s mong i ca khch hng..in hnh l dng xe my Wave v Future.Khng nhng th,nhng sn phm mi ca Honda lun c nghin cu k trc khi tung ra th trng,v khi chng xut hin phn ln gy nn cn st mnh trong th trng.iu ny c th d dng nhn thy qua mc thnh cng ca Airblade: cung khng p ng cu,c nhng lc st hng,gi trn th trng ln cao ti 40triu ng/chic (gi chnh thc ti HEAD:29,5triu ng/chic).