2.1 GII THIU CNG TY HONDA ViT NAM V NHNG SNPHM CA CNG TY ANG C MT TRN TH TRNG 2.1.

1Gii thiu cng ty xe my Honda Vit Nam 2.1.1.1 Lch s cng ty a) Tn cng ty : Cng ty Honda Vit Nam b) S thnh lp : Cng ty Honda Vit Nam l cng ty lin doanh gia Cng tyHonda Motor Nht Bn Cng ty Asian Honda Motor Thi Lan v Tng Cngt y M y ng lc v My Nng nghip Vit Nam.Vi dy chuyn sn x u t hin i v cng ngh lp rp tin tin, Honda Vit Nam t ho cung cp chos pht trin v phn vinh ca t nc Vit Nam nh: y nhanh tin trnhn i a h a , t o v i c l m c h o n g i l a o n g , n g g p c h o n g n s c h n h nc v tch cc tham gia cc hot ng x hi v nhn vn.a ch : Phc Thng, Phc Yn, Vnh Phcin thoi : (84)-211-868888Fax : (8 4)-211-868910Website : www.honda.com.vnGiy php u t : S 1521/GP ngy 22 thng 3 nm 1996 : Sn xut lp rp xe my .n ngy 15 thng 3 nm 2005, Cng ty Honda Vit Nam nhn Giy php u tiu chnh s 1521/ GPC b sung chc nng sn xut lp rp t Ngnh ngh kinh doanh : Sn xut v lp rp xe my v ph tng xe my nhn hiuHonda ; Sn xut v lp rp t di 9 ch ngiVn iu l : 62.900.000 USD ( theo Giy php u t )Vn u t : 290.427.084 USDLao ng : 4.369 ngi ( tnh n ht thng 6 nm 2007 ) c) Mc tiu hot ng cu cng ty Honda Vit Nam :mc tiu lu di Phnu tr thnh mt cng ty c x hi mong i. Ngay t ngy u mi thnh lp, Cng ty Honda Vit Nam xc nh s pht trinca Cng ty phi lun gn lin vi li ch chung ca x hi. 11 nm pht trin ti Vit Nam,Honda VitNam lun n lc v hnh phc v an ton ca ngi Vit vi mongmun tr thnh mt thnh vin tch cc ca t nc.Thng ip Ti yu Vit Nam v cc hot ng trong chng trnh Ti yu Vit Nam chnh l thay cho li mun ni ca Honda Vit Nam. Vi ng lc v mongm u n , t r o n g 1 1 n m q u a , H o n d a V i t N a m l i n t c p h n u c u n g c p c h o khch hng Vit Nam nhng sn phm t tiu chun cht lng Honda ton cu, hp thi trang v gi c hp l, vt trn c s mong i ca khch hng, t gp phn pht trin nn cng nghip Vit Nam thng qua cc hot ng chuyn giao cng ngh,ni a ha, xut khu, to vic lm v o to ngun nhn lcBn cnh , cng ty Honda Vit Nam cng rt quan tm n cc hot ng x hi,nh hng dn li xe an ton v tuyn truyn an ton giao thng nhm xy dng mtx hi giao thng lnh mnh v h tr pht trin cc hot ng gio dc, vn ha, ththao v.v., cng nh cc hot ng t thin. d) Nh my xe my Honda Vit Nam Honda Vit Nam l mt trong nhng nh my ch to xe my hin i nht trong khuv c n g Nam . Nh my Honda Vit Nam l minh chng cho nh u t nghim tc v lu di ca Honda Vit Nam. Nh my bao gm:

Phn xng dp : v i c n g n g h t i n t i n v t r a n g t h i t b h i n i c h t o khung xe, bnh xng, cng sau, hp xch v cc chi tit tinh xo khc vi tnhchnh xc v bn cao. Phn xng hn : cng ngh tin tin ti phn xng Hn bin cc cu kinthp thnh nhng chic khung xe nh v rn chc. Rbt hn v cc my hnt ng khc khng ch nng cao nng sut m cn c chnh xc v tnhthm m ca thnh phm Phn xng sn : l n u t i n t r o n g c c n h m y x e m y H o n d a k h u v c ng Nam , dy chuyn sn m cc hin i nht c trang b cho Phn xng Sn nhm m bo kh nng chng g cao nht cho ton b b mt casn phm. Phn xng p nha : mi vn hnh ca cc my p nha u c iu khin bng my tnh, m bo tc v tnh chnh xc, cung cp cc sn phm ccht lng, bn v tnh thm m cao. Phn xng c : v i t r a n g t h i t b h i n i , p h n x n g c c h t o n n nhng chi tit hp kim nhm ca ng c nh thn ng c, v ng c, xilanh, v u b vi cht lng cao nht theo tiu chun Honda ton cu. Phn xng Gia cng ng c gia cng cc chi tit quan trng trong xe my. m bo cht lng sn phm v chnh xc gia cng n tng micrngcc chi tit ng c ny, phn xng c trang b cc thit b gia cng tng, hin i, c gn my vi tnh. ng thi, vic kim tra cht lng cngc tin hnh o t ng trn my tnh. Ti xng ny, cc chi tit c giacng bi cc my iu kin t ng bng h thng tn hiu s v c kim tranghim ngt trc khi chuyn sang dy chuyn lp rp. Phn xng lp rp ng c v lp rp khung : Dy chuyn lp rp hin i vmang tnh t ng ha cao ca nh my Honda Vit Nam c trang b ccmy mc chuyn dng v h thng kim tra, qun l cht lng t tiu chunquc t. Sau mi cng on lp rp, sn phm u c kim tra cht lngtrc khi chuyn sang cng on tip theo. B phn kim tra cht lng : c trang b y cc trang thit b tin tin,hin i kim tra cht lng xe thnh phm theo tiu chun Honda ton cuv p ng cc tiu chun Vit Nam. Cc thnh phm lun c i ng k snhn vin c o to ti nc ngoi kim tra nghim ngt, t m.

S nh my {chn hnh nh} 2.1.1.2 Qu trnh pht trin v thnh tu ca cng ty Thng 03/2006: nhn giy php u t Thng 12/1997:xut xng chic xe Super Dream u tin Thng 02/1998: ra mt xe Super Dream - kiu xe u tin ca HondaVit Nam cho th trng Vit Nam Thng 03/1998: khnh thnh nh my Honda Vit Nam Thng 09/1999: r a mt xe Future - mu xe u tin dnh cho th trngVit Nam Thng 10/1999: khnh thnh Trung tm Li xe an ton Thng 03/2000:l nh sn xut xe my u tin Vit Nam nhn chngch ISO 9002 Thng 03/2001: n nhn bng khen ca Th tng Chnh ph Thng 09/2001: nhn chng ch ISO 14001 Thng 11/2001: l xut xng chic xe th 500.000 Thng 02/2002: gii thiu xe Wave Thng 05/2002: bt u xut khu xe Wave sang Philippines Thng 03/2003: n nhn chng ch ISO 9001:2000 Thng 04/2003: l xut xng chic xe th 1 triu Thng 08/2003: khi ng chng trnh Ti yu Vit Nam v nnhn Bng khen ca y ban An ton giao thng Quc gia Thng 04/2004: ASIMO ti thm Vit Nam Thng 09/2004: bt u cuc thi tm hiu An ton giao thng Ti yuVit Nam trn i truyn hnh Vit Nam Thng 11/2004: ra mt 2 kiu xe: Wave ZX v Future II Thng 01/2005: Honda Nht Bn gii thiu Honda Spacy 102cc snxut ti Vit Nam qua mng li ca hng HEAD ca Honda Vit Nam Thng 03/2005: cng b D n xy dng nh my sn xut t caHonda Vit Nam Thng 04/2005: cho mng chic xe th 2 triu Thng 06/2005: l khi cng xy dng nh my t Thng 07/2005: n nhn Hun chng Lao ng hng 3 Thng 11/2005: ra mt xe Wave RS Thng 12/2005: gii thiu xe Wave mi v Future Neo. Nhn Bngkhen ca y ban An ton Giao thng Quc gia Thng 03/2006: k nim 10 nm thnh lp. Ra mt xe Super DreamDeluxe Thng 04/2006: ra mt xe Future Neo GT Thng 05/2006: ra mt xe Future Neo phanh c Thng 06/2006: ra mt xe Wave RSV Thng 07/2006: khnh thnh Trung tm o to mi v bt u snxut t hng lot Thng 08/2006: ra mt xe Civic hon ton mi v khnh thnh nh mysn xut t

 Thng 10/2006: chnh thc gii thiu mu xe tay ga hon ton mimang tn CLICK ra th trng Cui thng 10/2006: gii thiu kiu xe Wave 100S nhn k nim 10nm thnh lp Thng 12/2006: Trao tng Gii thng Honda dnh cho K s v Nhkhoa hc tr Vit Nam 2006 Thng 01/2007: Chung kt v trao gii Cuc thi Ti yu Vit Nam2006 Thng 04/2007: Xut xng xe tay ga Air Blade Ra mt xe tay ga Air Blade Ra mt xe Future Neo FI vi cng ngh phun xng in t hin i vtit kim nhin liu. Thng 05/2007: ra mt xe Wave S Thng 07/2007: Cng b Chin dch Ti Yu Vit Nam 2007 Cng b m rng nh my sn xut xe my. Thng 08/2007: ra mt CLICK vi mu mi nng tng s mu ca dngxe ny ln 6 mu. Thng 10/2007: ra mt xe Future Neo mi vi nhng tnh nng vt tric cp nht thm, p ng nhiu hn na nhu cu v k vng cangi tiu dng 2.1.2 Nhng sn phm ca cng ty Honda Vit Nam c mt trn th trng: 2.1.2.1 Cc loi xe my ca cng ty c mt trn th trng: Air Blade, CLICK , Fut u r e N e o F I , Future Neo, Super Dream, Super Dream Plus, Wave RS, Wave RSX, Wave RSV, Honda Wave S 2. 2 C IM TH TRNG CA CNG TY HONDA VIT NAM 2.2.1. c im khch hng mc tiu ca cng ty Nhu cu, s thch ca khch hng Trong cuc sng hng ngy ca con ngi i lm, i hc , i chi l mt nhucu khng th thiu.V vy ,mt chic xe my l mt vt dng rt cn thit trong cucsng ca mi ngi. Nu khng c xe my th chng ta s khng th di chuyn ct ni ny n ni khc. Ngoi ra , khi quyt nh mua mt chic xe gn my cn th hin c tnh camnh.. V d mt n sinh vin th mun c c mt chic xe my nh gn ph hpvi la tui. Nhng nu l mt chng trai th li mun chic xe mnh ang i phi thtth thao , th hin c s mnh m ca mnh.Bn cnh cng c nhng ngi xu hng i xe theo thi trang khngnh ng cp ca mnh. H thay i xe khi c mt modern mi xut hin mc dchic xe c vn cha h. Nhn chung, ngi tiu dng mong mun mua mt chic xe gn my bn , chtlng cao. Bn cnh kiu dng xe cng rt quan trng, kiu dng phi p, thitrang, tin ch.Vi gi xng ngy mt tng cao nh hin nay th ngi tiu dng cn mongmun mt chic xe gn my phi tit kim c xng mt cch ti a.

Thi quen mua xe my: Thng thng v xe my l mt ti sn c gi tr kh ln nn trc khi quyt n h m u a x e n g i t i u d n g t h n g t h a m k h o k i n b n b , n g i t h n . . k i n h nghim bn thn ln mua xe trc. Cng c ngi i xem nhiu ni, nhiu hng xeri mi mua. Theo thi quen chung ca nhiu ngi th ngi tiu dng thng mua i l chnh hng. V tm l chng ta cho rng mua xe i l chnh hng s m bo hn v cht lng v bn. Do vy khi ngh ti hng Honda Vit Nam ngi tiu dng ngh ngay n ca hng ai l do Honda y nhim HEAD. Ngi tiu dngc th hon ton tin tng nhng i l chnh hng ny. Xu hng Ngy ny vi tnh hnh kinh t ngy mt pht trin. Mt chic xe khng ch i m cn l mt vt trang tr .Do vy, v khi quyt nh mua xe gn my th kiudng xe l mt yu t quan trng quyt nh c mua chic xe hay khng.Bn cnh , vi nhng tnh nng u vit m mt chic xe tay ga mang li nh: khng phi sang s khi khi ng , khng phi dng thng chn m thng hon ton tay, c cp ng rt ln cha c n hai chic nn bo him. ; ngi tiudng s dn dn chuyn hng sang mua xe tay ga thay v xe s. Nm bt c nhu cu , ng c , thi quen mua ca ngi tiu dng HondaVit Nam cho ra i cc sn phm xe my nhm n tt c mi ngi dn, mi tnglp. i vi tng dng sn phm xe my, cng ty Honda Vit Nam u c nhng thtrng mc tiu ring ca n. i v i d n g s n p h m x e S u p e r D r e a m t h t h t r n g m c t i u m H o n d a nhm n l nhng ngi c tui trung nin. Dng sn phm xe Future nhm nnhng ngi c thu nhp kh tr ln v mang mt phong cch th thao. Cn dng xeW a v e t h t h t r n g m c n g t y n h m n l n h n g n g i c t h u n h p t k h t r xung v c phong cch tr trung, th thao. V cui cng l dng xe tay ga th Hondanhm n gii tr hin nay, c mt phong cch tht thi trang, tht th thao. 2.2.2 Cc yu t mi trng c lin quan nh hng n s pht trin cacng ty Honda Vit Nam:2.2.2.1 Yu t kinh t: Thnh ph H Ch Minh chim 0, 6% din tch v 6, 6 % dn s s o v i c nc, nm trong vng kinh t trng im pha Nam, l trung tm kinh t ca cnc, c tc tng trng kinh t cao. N m 2 0 0 6 , V i t N a m c h n h t h c t r t h n h t h n h v i n t h 1 5 0 c a W T O , Hon thnh nhim v kim ch CPI kim ch mc tng CPI ca Ngn hng Nh nc nm 2006 hon thnh. Mc 6, 6% cng l mc kh quan nht trong vng 3 nmqua (nm 2005 l 8, 4%; nm 2004 l 9, 5%).T l lm pht Vit Nam trong nm 2005 l 9, 5%, nm 2006 l 10,5% nm2007 l 11, 3% sc mua ca ng tin lin tc gim mnh lm cho i sng ngidn, c bit l dn ngho ngy cng kh khn.Thu nhp bnh qun u ngi mt thng theo gi thc t phn theo vngng Nam B: 833 nghn ng, phn theo thnh th: 815, 4 nghn ng ( Ngun:Tng cc Thng k (TCTK), Nin gim thng k 2005

), cao nht nc ta hin naynhng vn l rt thp so vi cc nc khc.T nm 2005 n 2007 tnh hnh kinh t c kh nhiu bin ng nh t l lm p h t g i a tng chng mt nhng nhn chung, cc con s u cho thy tc t n g trng mnh v u qua cc nm, i sng nhn dn c nhiu bc pht trin ngk, c bit l Thnh ph H Ch Minh nhu cu xe gn my ngy mt gia tng.Thnh ph H Ch Minh tr thnh mt th trng y hp dn i vi tt c ccdoanh nghip. Khi m rng quy m v pht trin thng hiu ti th trng Vit Nam,c bit l i vi Thnh ph H Ch Minh, Honda Vit Nam nhn thy nhiutim nng m rng c hi pht trin kinh doanh y, v cng em li cho ngidn c nc ni chung Thnh ph H Ch Minh ni ring mt th trng xe my nngng hn, v cng nhiu chn la hn vi hng lot nhng sn phm xe my thtrng mc tiu, la chn cc chin lc marketing chung, cc quyt nh v nhimv mc tiu tng qut ca doanh nghip v hot ng marketing. 2.2.2.2 Yu t vn ha - x hi: V x hi:GDP bnh qun u ngi lin tc tng tng nm ,tng bnh qun 7, 2%/nm.Mc d GDP theo u ngi chnh thc ch t hn 638 USD mt cht, songkt qu pht trin con ngi ca Vit Nam l rt kh quan. iu c th hin sgia tng lin tc ca Ch s Pht trin con ngi trong thp k qua v nhng tin bt c trong lnh vc gio dc, y t v mc sng Vit Nam. Trong tng s 177nc c xp hng v Ch s Pht trin con ngi trn th gii, Vit Nam, t v tr120 nm 1995, tin ln v tr 108 nm 2005. V vn ha:Vn ho cng nh hng n vic thc hin cc chin thut, cc sch lc,cc bin php c th, cc thao tc, hnh vi c th ca nh hot ng th trng trongqu trnh lm marketing. mi c ra iVn ho nh hng n hng lot cc vn c tnh cht chin lc trongmarketing nh: la chn lnh vc kinh doanh, la chnVn ho hu nh nh hng mt cch ton din n cc cng c khc nhau cah t h n g m a r k e t i n g - m i x c a d o a n h n g h i p . T r o n g , c b i t n g l u l n h hng n cng c sn phm. Ngy nay t nc v con ngi Vit Nam ang ngy mt nng ng cng vis pht trin kinh t x hi v quan h kinh t ngy cng m rng, nn nh v tnhcch nng ng cho thng hiu l iu cn thit. Honda Vit Nam cng phi cho rai nhng sn phm mi ph hp hn vi th hiu ca ngi tiu dng. 2.2.2.3 Yu t dn s Dn s ca thnh ph H Ch Minh : 6105,8 nghn ngi. Ngun : Tng ccthng k(TCTK), Nin gim thng k 2006)Trong :Dn s n ca thnh ph h Ch Minh : 3159, 7 nghn ngi.Ngun : Tng ccthng k(TCTK), Nin gim thng k 2006)Dn s nam ca thnh ph H Ch Minh :2946, 1 nghn ngi. Ngun :Tngcc Thng k(TCTK), Nin gim thng k 2006)V i d n s c a T P H C M n g n h v y q u l m t t h t r n g b o b c h o nhng nh kinh doanh xe my. V mi ngi , la tui t thanh nin tr ln nhu cuc mt chic xe gn my l rt cn thit. Nm bt c iu ny Honda Vit Nam cho ra i nhiu dng xe khc nhau ph hp vi mi ngi mi la tui, mi giitnh.

2.2.2.4 Yu t chnh tr Lut u t v Lut Doanh nghip c Quc hi thng qua vo thng 11nm 2005 v c hiu lc t ngy 1 thng 7 nm 2006. Mt s mc tiu quan trngnht ca hai o lut kinh doanh ny l m rng quyn t do kinh doanh, thu ht ut t nhn, tng cng c ch hu kim v to mt sn chi bnh ng cho mi thnh phn kinh t.- Hi nhp su vo WTO 2007: Ci cch mnh m chnh sch thu. a. C ti 812 dng thu (trong biu thu nhp khu) c ct gim t ngy11/1/2007, vi mc ct gim bnh qun 44%, so vi trc v ph, l ph hi quan c B Ti chnh sa i cn bn (bi b nhiu loi ph; tnh li mc ph ph hpvi quy nh ca ca WTO), gim bt nhiu th tc, to thun li cho doanh nghip,gim chi ph... Thu ni a - Tim cn cc chun mc cng bng, bnh ng, minh bch B Ti chnh trnh Chnh ph ban hnh Ngh nh s 24/2007/N - CP, ngy14/2/2007 (thay th Ngh nh 164/2003 v 152/2004), hng dn thi hnh chi titLut thu Thu nhp doanh nghip (TNDN), p dng cho nm tnh thu 2007 tr i.Theo cc chuyn gia, nhng thay i ny nhm to thun li ti a cho doanh nghip,khuyn khch u t, m bo mi trng kinh doanh bnh ng, thng thong, hpdn, tng thch v ng b vi nhng cam kt gia nhp WTO.+ Theo cam kt gia nhp WTO, t ngy 31/5/2007 Vit Nam phi d b quy nh phn bit i x cho nhp khu, phn phi v s dng i vi xe my c dung tchng c 175cm3 tr ln; thu nhp khu xe my s phi ct gim t 100% vo thiim gia nhp xung cn 70% vo nm 2012, ph tng cc loi t mc 50% hin nayxung cn 35-45% vo nm 2010. ng thi, t ngy 01/01/2009 Vit Nam s phim ca cho cc doanh nghip nc ngoi c trc tip nhp khu v phn phi xemy nhp khu ti th trng trong nc.+ Thu nhp khu gim s gim t l bo h hu hiu i vi ngnh cng nghip snxut xe my trong nc v c th l c sc i vi nhiu doanh nghip trong nc. Vvy, cc doanh nghip trong nc cn ch ng lin kt vi nhau tng nng lcc n h t r a n h v c th lin kt hoc c th tr thnh nh sn xut linh kin cho c c doanh nghip FDI. Doanh nghip no t chc c h thng phn phi bn l xemy c th tham gia vo chui cung ng ca cc tp on xe my ln trn th gii. b. Vic bi b u i thu nhp khu theo t l ni a ha gy kh khncho cc doanh nghip sn xut v kinh doanh xe my nhng y l yu cu khchquan ca hi nhp v pht trin th trng. Tuy nhin, h tr cc doanh nghiptrong nc pht trin v cnh tranh vi cc doanh nghip

FDI trong ngnh xe my, Nh nc c th s dng cc chnh sch v gii php ti chnh i vi ngnh cngnghip trng im v ngnh cng ngh cao, cng ngh thn thin vi mi trng h tr cho doanh nghip, c th l:- S dng chnh sch u i thu cho cc ngnh cng nghip u tin nh c kh, in,in t h tr cho pht trin cc ngnh cng nghip ph tr, t s gin tip htr c cc doanh nghip kinh doanh xe my do h mua c cc linh kin gi thp.- Hon thu thu nhp doanh nghip nu li nhun c li u t cho pht trincng ngh v u t pht trin kinh doanh xe my.- Cho php cc d n pht trin sn xut v xut khu xe my, sn xut cc linh kinthuc ngnh cng nghip ph tr c vay vn tn dng u i ca ngn hng phttrin Vit Nam.- H tr cc doanh nghip vay vn trn th trng chng khon nh gim bt cc iukin bt buc phi thc hin pht hnh c phiu ra cng chng v h tr cc doanhnghip ng k nim yt c phiu.- Hon thin chnh sch u i thu i vi u t i mi cng ngh theo hnghon thin quy nh v tiu chun cng ngh hin i cn u tin pht trin, u ithu thu nhp cho doanh nghip p dng cng ngh cao v cng ngh thn thin vimi trng.- Tng cng ti tr cho cc hot ng khoa hc cng ngh nghin cu pht trincng ngh sn xut xe my, nht l cc loi xe my s dng nhin liu sinh hc thngqua qu pht trin khoa hc v t ngn sch ca Nh nc.- H tr cho cc doanh nghip sn xut xe my trong cng tc nghin cu thit kkiu dng cng nghip v nhn hiu sn phm theo Chng trnh h tr pht trin tisn tr tu ca doanh nghip, h tr xc tin thng mi v pht trin th trng xutkhu. y l cc bin php h tr ph hp vi cc nguyn tc h tr ca WTO, nhng phim bo cc h tr ny l h tr chung v c thi hn. c. Bn cnh vic bt buc doanh nghip phi thc hin tt h thng qun lcht lng theo tiu chun ISO-9000/2001 cn sm nghin cu ban hnh cc quynh v tiu chun k thut cho tt c nhng ph tng v linh kin quan trng ca xemy. Ch cho php nhng loi ph tng v linh kin p ng c cc yu cu quynh v tiu chun k thut mi c php nhp khu v lu thng trn th trng. d. Tng cng cng tc kim tra, kim sot th trng, chng bun lu v gianln thng mi trn th trng ngnh hng xe my.T chc li h thng qun l th trng theo hng thng nht chc nng thanh tra s hu cng nghip, kim tra cht lng hng ha vi lc lng qun l th trng caB Cng thng. ng thi, tng cng cng tc kim tra v kim sot qu trnh nhgi v gi bn l mt hng xe my cc doanh nghip v h thng ca hng kinhdoanh xe my.Trn thc t, thu nhp khu xe my v linh kin lp rp gim nhiu nhng gi bnxe my ca cc doanh nghip, c bit l doanh nghip c vn u t nc ngoi vn khng gim.

Chng hn, ch sau khi ra i mu xe Wave Alpha, gi xe ni chung cgim nhng cho n nay gi bn l khng gim m cn c chiu hng tng ln, phnli thuc v doanh nghip cn Nh nc v ngi tiu dng u b thit.Vi tnh hnh chnh tr nh vy Honda Vit Nam phi i mt vi rt nhiu ith cnh tranh : cnh tranh vi nhng nh sn xut xe my trong nc, cnh tranh vinhng xe c nhp khu t nc ngoi. B n V th, Honda Vit Nam phi ngymt nng cao cht lng sn phm , ci tin v kiu dng sn phm .ng thi , gi phi ph hp vi thu nhp vi ngi dn Vit Nam. 2.2.3 Cuc chy ua ca mt s cng ty xe gn my ti th trng TPHCM : Hin nay, c kh nhiu cng ty xe gn my tham gia vo th trng ny. Cth k, nhng nhn hiu xut hin sm v chim th phn tng i ln nh Yamaha,SYM, Suzuki, cn nhng nhn hiu xut hin sau nhng li nhanh chng thmnhp vo th trng nh Piaggio ,Kymco lm cho th trng xe my cng tr nn sing v phc tp Bn cnh trong tnh trng kt xe nh hin nay , xe but l mt la chn cangi tiu dng. Ngoi ra , vi xu hng pht trin ca t nc , di chuyn bng xemy bt tin vi khi , biDo vy, tht l tin li khi i taxi. Di y l cc doanh nghip hin chim th phn ln trn th trng, l ith cnh tranh trc tip vi Honda Vit Nam : L doanh nghip kinh doanh xe my, ly nhu cu th trnglm chnh, c tc tng trng nhanh mi quc gia vth trng m chng ti phc v. c mt ci nhn r ntv doanh nghip SYM, SYM thit k mi tn bay hon tonmi, th hin mt hnh tng doanh nghip mi, lun dnu v tng tc t ph.Cc sn phm ca SYM : Atilla ( Victoria , Elizabeth) , Excel , Angle ,Galaxy2, Elegant. Vi mi sn phm c rt nhiu mu sc la chn ph hp vi s thch mi ngi Cng ty Yamaha Motor Vit Nam Yamaha Motor Vit Nam bng mi n lc tr thnh mtthnh vin tch cc ca cng ng Vit Nam, nhanh chng gp phn vo s pht trin ca ngnh cng nghip Vit Nam tronglnh vc sn xut xe gn my.Phng chm ca cng ty l Hng vo th trng v hngvo khch hng. Phng chm ny bt u t cc kin phnhi ca khch hang sau c chuyn ti ti cc bn lin quan ca Yamaha Motor Vit Nam. Vi phng chm ny, cng ty s p ng c s mong i ca khchhng v cht lng sn phm v cc dch v sau bn hng. Nh , cui cng chngti to nn Kando ngha l Rung ng tri tim khch hng . Cc sn phm ca Yamaha : Nouvo (Nouvo LX, Nouvo RC), Mio ( Mio maximo , Mio Ultimo), Jupiter , Sirius(Sirius R, Sirius Limited) , Exciter (Exciter RC, Exciter GP) , Gravita (Gravita MX ,Gravita RC ,Gravita Limited)

Cng ty Suzuki Gn lin vi c tinh ang tin cy vachinh hiu, Suzukihin lathng hiu c cathgii bit n vac anhgiacao tai hn 190 nc vi nhiu dong san phm a dangnh xe may, xe t, ng c tau thuy vacac san phm co lin quan khac nh may phat in, xe ln gn may vathmchicanhavanhaxng lam sn.n nay, thng hiu Suzuki vn ti p tuc gi vng vaphat huy uy tin cua minh bngcach sdung ssang tao nh li thcanh tranh chuyu trong quatrinh phat trin.Khng ngng nlc, Suzuki ch p nhn thach thc trong vic cai tin cng nghnhmtao ra nhng san phm xe may tinh tmang n nhng cam xuc hoan toan mi chongi sdung. Tai Suzuki, chung ti cung chia sekhat vong: "Thi lung giomicho cuc sng".Vi tiu chi na y c u ng danh ti ng toa n c u, Suzuki mang n Vi t N a m n h n g s a n phm xe ma y chi nh hiu ch t l ng cao co ki u da ng tinh t , hi n a i ta o nn nglc manh mecho si mi trong nganh xe may.Cc sn phm ca Suzuki :-X-Bike 125 ,Hayate 125, Amity 125 ,Smash 110, Revo Cng ty KYMCO (Hoa Lm Vit Nam) KYMCO chnh thc thnh lp vo thng 7/1964, hin tngvn u t ti i Loan trn 180 triu USD, doanh thu minm ln n trn 700 triu USD. KYMCO chuyn sn xutcc loi xe gn my t 50 n 500 cc, xe in, xe ATV (Xea a hnh).Trong chin lc pht trin, Tp on KYMCO rt ch trng n th trng Vit Nam, nh hng xy dng ti Vit Nam Trung tm sn xut v ch to phc vcho ton vng ng Nam v xut khu sang mt s nc Chu u nh c, Php, KYMCO chnh thc u t vo Vit Nam t u nm 2005 thng qua hp ng kkt hp tc vi Cng Ty C Phn xe My Hoa Lm thnh lp lin doanhCc sn phm ca Kymco Vit Nam: Dance, Jockey ,Solona, Zing , Vivio, XO Cng ty Piaggio: Piaggio l cng ty sn xut xe my vi kiu dng c in csn xut ti . Cng ty ny nhp khu v Vit Nam cc loi xecao cp, thi trang kiu c in. Vi dng xe c bit ny c nhng ngi su tp xe c rt a thch. Ngoi ra cn cnhng kiu dng rt thi trang, nt s kt hp gia c v mi rt n tng.Cc sn phm ca Piaggio. Cc sn phm chnh l: Nevada Classic 75, California vintage, Fly, LXV 125, Vespa GTS, Zip, Vespa LX, Liberty

Cuc chy ua ca mt s cng ty xe gn my ti th trng TPHCM Honda Sn Phm Cht lng Bn, tip kim nhin liu Yamaha Trung bnh Th thao Trung bnh t 16 triu tr ln Cc i l ca Yamaha trn ton quc Tng nht min ph khi mua xe Cho nhn vin chy xe ra ng chnh ca cc thnh ph ln khi cho ra i mt sn phm mi Qung co trn Tv SYM Cao Suzuki Thp Kymco Thp Piaggio Rt tt v gi cao C in Cao T 50 triu n 90 triu Cc i l Piaggio thnh ph ln Khi mua xe c tr gp chnh hng Piaggo Ti tr cc chng trnh thi trang ln ca thnh ph

Kiu dng n gin, th thao Gi Trung bnh t 14 triu tr ln Cc i l ca Honda trn ton quc Tng nht min ph khi mua xe Ti tr chng trnh sao mai im hn, t chc cuc thi li xe an ton Qung co trn Tv

Nh gn Trung bnh t 16 triu tr ln Cc i l ca SYM trn ton quc Tng nn bo him khi mua xe Qung co trn Tv T chc s kin 10 nm thnh lp SYM

Nh gn, th thao Thp T 14 triu n 25 triu Cc i l ca Suzuki trn ton quc Tng o ma, thay nht min ph khi mua xe Qung co trn TV

Thanh lch Thp T 13 triu n 22 triu Cc i l ca Kymco trn ton quc Tng nn bo him khi mua xe T chc s kin Ngy Hi KYMCO An Ton Giao Thng Vn Minh th

Knh phn phi

Chiu th Khuyn mi

Qung co

2.3PHN TCH CHIN LC SN PHM CA CNG TY HONDA VIT NAM 2.3.1 Kch thc tp hp sn phm Trong dng sn phm xe my ca cng ty Honda Vit Nam c chiathnh 2 loi chnh : xe tay ga v xe s.- Xe tay ga : Air Blade , Click, Spacy 125cc- Xe s : Future Neo , Future Neo F1, Super Dream , Wave RS ,WaveRSX ,Wave RSV , Wave S ,Wave Anpha. a dng ha sn phm l mt chin lc hu hiu nhm lm mi mnh, tngdoanh s bn, m rng th phn, v nng cao sc cnh tranh .Vi nh hng a dngha sn phm Honda Vit Nam c rt nhiu sn phm xe my ph hp vi tngla tui , gii tnh , tnh hnh kinh t ca mi gia nh.Ty thuc vo nhu cu catng i tng s la chn loi xe ph hp vi mnh . Mi loi xe c nhiu mu sc ,mu sc th hin tnh cch ca ngi i xe . Do vy sn phm ca Honda c mingi a thch. Bng nh hng a dng ha nh vy khi mt ngi c mun mua xe, ngi ngh ngay n hang xe Honda. V khi mua sn phm ca Honda Vit Nam s rt d dng la chn loi xe ph hp vi mnh. 2.3.2Nhn hiu sn phm t tn thng hiu l mt quyt nh v cng kh khn v quan trng. N ch ct mt ln nhng c s dng nhiu ln sau ny. Nh vy vi mi tn nhn hiu phi c chng minh mt cch r rng bng mt chin lc nhn hiu... Thnghiu l mt ti sn c xy dng t lu i nn khng th no thay i mt cchty tin. Cc nhn bit c bn ca mt nhn hiu l tn gi, logo, mu sc, c imnhn dng gip phn bit nhn hiu ny vi nhn hiu khc. Vi nhn hiuny, ta c th thy: Tn gi: HONDA - va mnh m, va c o. Font ch c thit kch in hoa mu th hin s mnh m v sng to. c tnh c bn : xe gn my Logo : Nhn vo logo ny tt c mi ngi u bit y l logo ca hng xe Honda Vit Nam .Logo cnh chim quen thuc ny li du nrt su sc trong tm tr ngi dn Vit. Slogan: Mt slogan thnh cng thng mang trong mnh thng ip ntng v khi gi c tr tng tng ca khch hng v sn phm.Vi Honda thay v phi ni di dng v tiu ch ca cng ty munhng n. Cng ty dng slogan The Power of Dream ni ln tiuch m cng ty mun mang ti cho ngi tiu dng . Honda Vit Nammun mang n cho mi ngi dn Vit s an ton v hnh phc hntrong cuc sng. Cu slogan ny nh mt thng ip m Honda Vit Nam mun gi n mi khch hng. Tr thnh mt Cng ty c x hi mong i, n lc ht mnh v s pht trin ca t nc v conngi Vit Nam.

Ngoi ra, khi cho ra i mt sn phm mi Honda Vit Nam u t tnrt c ngha cho tng sn phm ring bit ny . Air Blade : chm gi- Khi nghe tn sn phm ny ngi tiudng cng ngh ngay n kiu dng ca n nh th no. Kiu dng ththao v mnh m. Click : tn gi ni ln tt c. Mt chic xe nh gn, mang li chongi i chic xe ny s nh nhng nh tn gi ca n. Future : ngha ca tn sn phm ny chnh l sn phm chotng lai .Mt sn phm vi nhiu tnh nng vt tri hn cc sn phmkhc. Wave: tn ny c ngha nh mt ln sng. Trong ln sng nyvi nhiu sn phm ,mi sn phm mt c im khc nhau nh WaveAnpha, Wave S, Wave RSX, Wave RSV. Super Dream : sn phm ny Honda Vit Nam nhm vo tnglp kinh t trung bnh. M nhng ngi c tng lp trung bnh c mtchic xe l mt c m rt ln .V th tn sn phm ny rt ng a.Phhp vi i tng m cng ty nhm ti. 2.3.3 Quyt nh lin quan n c tnh sn phm 2.3.3. 1 Quyt nh cht lng sn phm Mi ngi tiu dng, khi chn mua sn phm ca Honda Vit Nam chc chn ldo u tin h ngh n l cht lng ca Honda. Ni n Honda l ni n chtlng. Honda Vit Nam lun t ra cht lng l tiu ch u tin phc v khchhng.Vi cht lng Honda rt bn, tnh an ton cao, c bit thch hp vi cc iukin giao thng Vit Nam cng vi cc dch v sau bn hng chu o, cc sn phmca Honda Vit Nam chim trn cm tnh ca khch hng Vit Nam. n nay, c hn 2,5 triu sn phm ca Honda Vit Nam c khch hng trn c nc yuchung s dng. Sn phm v dch v hu mi ca Honda Vit Nam lun c ngi tiu dng bnh chn Hng Vit Nam cht lng cao trong 9 nm qua v c B K hoch ut v Bo Thi bo kinh t trao tng Gii thng Rng Vng trong 5 nm lin tip.Cng ty cng c trao tng cc bng khen t B Cng nghip, B K hoch & ut, B Thng mi2.3.3.2 c tnh sn phm Vi mi loi xe ca Honda Vit Nam c mt thng s k thut , tnh nng ni bt ring bit . Khng nhng vy mi xe cn c nhiu mu sc khc nhau lachn .Nghin cu nhu cu ca khch hng m cng ty cho ra i nhng loi xemi ph hp vi mong i ca ngi tiu dng .V nhng chc nng ni bt ca tngloi xe ny ch c Honda Vit Nam . C th ni nhc n nhng chc nng ring bit ny l ngi tiu dng ngh ngay n Honda . Air Blade: Mu sc: en, trng, Tnh nng ni bt: -Cng ngh Honda to ra s kt hp hon ho cho kh nng vn hnh ti u: ng c nh gn - Cng sut mnh m v n nh - Gim ting n - Tit kim nhin liu.-

Cng tc chn chng bn trnh nhng tai nn ng tc khi qun gt chng bn,mang li an ton cho ngi s dng.- Mc treo chc chn v tin li, nm c 2 pha tri v phi di yn xe, c th treoc c 2 m bo him.-Hc ng ln ch m bo him v nhng vt dng c nhn khc. Hc ng c th m mt cch d dng bng 1 thao tc nh l n cng tc yn xe c b trnm bn cnh kha t. 2.3.4 Dch v h tr ca Honda Vit Nam nng cao gi tr sn phm: Hin nay TP HCM c rt nhiu ca hng bn xe v dch v do Honday nhim (HEAD). Cc HEAD lun n lc mang n cho khch hng nhng sn phm cht lng cao, dch v bn hng chu o v i ng nhn vin nhit tnh tntm, p ng y tiu chun ca Honda Vit nam cng nh Honda ton cu.Mngli cc ca hng HEAD (ca Honda Vit Nam c xy dng trn khp t nc khch hng c th d dng mua c cc sn phm chnh hiu ca Honda Vit Nam.Vi nhng n lc trong vic o to li xe an ton, Cng ty Honda Vit Nam xy dng i ng hng dn vin li xe an ton ti cc ca hng HEAD, snsng t vn nhng kin thc c bn v li xe an ton v kin thc v lut l giaothng cho khch hng.Nhm nng cao cht lng dch v hu mi,vi mi ca hng HEAD (Cahng Bn xe v Dch v do Honda y nhim) khch hng c quyn li sau : V bo hnh ,bo tr: 1. Cng ty Honda Vit Nam p dng ch bo hnh mi l 2 nm hoc 20.000kmcho cm ng c; 1 nm hoc 12.000km cho cc chi tit khc. Cng vi vic ko dithi gian bo hnh, s ln kim tra nh k cng c tng t 4 ln ln 6 ln. 2 Mi ca hng Bn xe v Dch v do Honda y nhim (HEAD) trn ton quc ul mt trung tm bo hnh, bo dng sn phm theo ng tiu chun ca Honda vitrang thit b hin i v i ng k thut vin c o to chnh quy v giu kinhnghim. y cng l Trung tm t vn k thut cho khch hng , thc hin t vnchnh sa v x l nhng trng hp phc tp cho khch hng. 3. Cung cp dch v lu ng bng Xe dch v lu ng n nhng a phngcha c ca hng HEAD . 4. Ngoi ra cng ty cn c Dch v di ng - nim vui dnh cho khch hng- Do cuc sng bn rn, mt s khch hng khng c thi gian mang xe n ccca hng do Honda y nhim bo dng nh k cng nh gp s c nh. Chnh vth, Phatico 1, 3, 4 v Tn Thnh 1, 2, 3 thc hin chin dch Dch v di ng(Mobile Service) vi cc khch hng mua xe ti HEAD. Nhng chic xeMobileService c trang b y dng c chuyn dng, ph tng thay th lun tc trct 7h n 20h

bo dng cng nh sa cha xe phc v khch hng ngay ti nhcng nh trong cc trng hp cp thit.- Hn mt thng thc hin, Phatico 1, 3, 4 v Tn Thnh 1, 2, 3 mang n nim vuicho khch hng. Mobile Service ngy cng c p dng rng ri ti cc HEAD trnton quc. y thc s l mt chin dch c o nh mt mn qu nh gi n cckhch hng s dng xe ca Honda Vit Nam . V ph tng thay th: Honda Vit Nam thit lp cc trm dch v ( Service-Station ) , sa cha v cungcp ph tng chnh hiu cho sn phm xe my ca cng ty. Khi xe c vn ngitiu dng ca Honda Vit Nam ngoi c bo hnh , bo tr th Honda Vit Nam cnc ph tng chnh hng thay th. Ph tng chnh hiu Honda l g? Bao b tiu chun c tem nhn chnh hiu vi m s ph tng ca Honda c cung cp qua h thng ca hng bn xe v lm dch v do Honda u nhim c im chnh ca ph tng chnh hiu Honda Tnh ng b vi cc linh kin khc bn cao do c ch to t vt liu cht lng cao. n nh v an ton cao cho ngi s dng.Kh nng lp rp chnh xc cao.m bo cc tinh nng k thut.m bo an ton vi mi trng. Chnh sch kinh doanh ph tng Honda Vit Nam em li li ch v thun tincho khch hng1. Cung cp ph tng y , kp thi, mi lc, mi ni, vi cht lng cao nhtv gi c phi chng. 2. Cht lng ca ph tng chnh hng Honda rt bo m:c ch to t vt liu cht lng cao bng cng ngh tin tin nht, ph tng chnhhiu Honda d c nhp khu t Nht Bn, Thi Lan, Trung Quc hay cung cp bicc nh sn xut trong nc u lun m bo cc yu cu tnh nng k thut, ngthi tha mn nghim ngt tiu chun cht lng ca Nht nh Jis, Hes, Jama... v ccc tiu chun TCVN Vit Nam. Mi ph tng do Honda Vit Nam cung cp ulun t yu cu v cht lng ngang bng vi cht lng sn xut ti Nht Bn 3. Gi c hon ton hp l :Chnh sch kinh doanh ph tng ca Honda Vit Nam trong nhng nm qua lun nhtqun vi phng chm cung cp ph tng y , kp thi, mi lc, mi ni, vi chtlng cao nht v gi c phi chng. Hiu r mong mun v nhu cu cu ca ngitiu dn, Honda Vit Nam lun khuyn khch vic s dng ph tng chnh hiu thngqua s hp l ca gi thnh. Gi c ca tt c cc loi ph tng xe my u c nimyt cng khai v thng nht ti cc ca hng bn xe v dch v do Honda y nhim(HEAD) trn ton quc v trn website ca cng ty Honda Vit Nam 4. An ton v thn thin vi mi trng:Ph tng chnh hiu Honda l la chn thay th tuyt vi chic xe Honda ng cpca bn lun ng b v an ton trong sut thi gian s dng. Dnh ring cho xe Honda, ph tng chnh hiu Honda c kh nng lp rp chnh xc, ng b vi cclinh kin khc, m bo chic xe ca bn lun vn hnh tt. chnh l s m boan ton cho bn v ngi thn khi s dng ph tun chnh hiu Honda. Bn cnh

,mt s ph tng chnh hiu khi sn xut bng vt liu thn thit vi mi trng nhm phanh khng Aming trnh cho ngi s dng v nhng ngi khc khi nhim, hn ch bnh ung th phi.D hng nhi r hn khng ng k, bn c th tit kim mt khon tin rt nh trcmt nhng ph tng nhi tri ni trn th trng khng c kim sot rt km chtlng, khng ng b, khng m bo lp rp chnh xc s lm cc b phn khc trnchic xe ca bn mau hng hn v phi sa cha nhiu ln. Ph tng nhi lun timtng nguy c trc trc khi bn iu khin xe, dn ti nguy c xy ra tai nn gythng tt thm ch nguy him ti tnh mng ca bn v ngi thn. 5. D tm mua:Vi n lc ngy cng tha mn mt cch tt nht mi nhu cu ca khch hng v dchv sau bn hng, ph tng chnh hiu Honda c mt khp 64 tnh thnh c phn phi quahn 300 ca hng HEAD trn ton quc ng thi cn m rng cung cp qua cc cahng sa cha cho khch hng xa. D bt k u trn t nc Vit Nam, ti btk ca hng no trong h thng Honda y nhim, bn cng s c phc v chu o,c tha mn mi nhu cu v ph tng chnh hiu Honda. 6. Gip khch hng an tm v ph tng chnh hiu Honda , chng hng gian,hng gi. Trn mi ph tng ca xe Honda c tem ca chnh hiu Honda:Hng triu sn phm ca Honda c ngi tiu dng trn ton th gii tn nhim sdng trong sut hn 50 nm qua bi bn, tnh tin dng, gi c phi chngChnh sch sn xut nc ngoi ca Honda l Honda-Cht lng khng bin giiiu ny c ngha l xe my v ph tng xe my Honda, d c sn xut ti bt kquc gia no, cng u mang b quyt cng ngh ca Honda Nht Bn, u l nhngchic xe v ph tng xe my c cht lng ton cu. Cc ph tng ca xe Honda c sn xut ti nhng nh my c cng ngh tin titnht, vt qua nhng kim nh kht khe nht ca Honda v cc tiuchun vtnhnng, bn, tnh tin dng. Nhn dng tem hng ho ca ph tng chnh hiu Honda {ly hnh nh chn vo} 2.3.5 Pht trin sn phm mi: Mu xe no cng mi th ch s tha mn khch hng cng cao, chnh v th vic cc nh sn xut tung mu xe mi ra th trng ng thi im l rt quan trng.Tnh hnh cnh tranh trn th trng xe gn my ngy cng gay gt cng thm nhu cu ca khch hng lun thay i tng ngy vi i hi v la chn ngy cng gt gao. V vy, mun tn ti v pht trin, bt k cng ty no cng phi lun lunsng to v tm ti ra nhng sn phm mi.Hiu c iu , hng nm, cng ty t chc vi cuc nghin cu th trng,tham kho th hiu ca ngi tiu dng, nghin cu cc sn phm ang c a chung hay sn phm ca cc i th cnh tranh, t thit k ra nhng mu sn phm mi, p ng kp thi nhu cu ca th trng.Cc sn phm mi ca Honda Vit Nam qua tng thi im