MC LC

LI M U 1.Gii thiu v Doanh nghip 1.1.Gii thiu chung 1.2.Sn phm 1.3.S mng 1.4. Tm nhn 1.5.Mc tiu chin lc 2.Cc ni dung chin lc 2.1.Chin lc sn phm 2.2.Chin lc th trng 2.3.Chin lc u t 2.4.Chin lc cnh tranh 2.5.Phn tch m hnh ma trn SWOT 3.Nhn xt 3.1.Thnh cng 3.2.Hn ch 3.3.Nhn xt c nhn 3.4. xut mt s gii php KT LUN Ti liu tham kho

LI M U
Trong xu th hi nhp ngy nay, mi doanh nghip u phi t tm cho mnh mt li i ring, mt th mnh ring c th ng vng v pht trin trn th trng. Tp on Tn Hip Pht l mt v d. Xut pht t tng khng ch kinh doanh v tung sn phm nc gii kht bnh thng m cn phi ch trng n tin ch ca sn phm, quan tm n nhu cu ngy cng cao ca ngi tiu dng, Tn Hip Pht tung ra th trng sn phm Tr tho mc Dr Thanh, mt dng sn phm mi cha tng xut hin trn th trng trc y. Sn phm ny nhn c phn hi rt tch cc t pha ngi tiu dng.Qua vic phn tch Chin lc kinh doanh sn phm Tr tho mc Dr Thanh, chng ta s tm hiu su hn v doanh nghip ny.

1.Gii thiu v doanh nghip

1.1.Gii thiu chung

Tn doanh nghip: Cng ty Thng Mi-Dch v Tn Hip Pht. Website: www.thp.com.vn. Ngi sng lp: Tin s Trn Qu Thanh. Tr s chnh ti Huyn Thun An, Tnh Bnh Dng. S c cu t chc

Cng ty Thng Mi-Dch V Tn Hip Pht c thnh lp nm 1994, vi n v tin thn l Nh my bia Bn Thnh, c chc nng sn xut kinh doanh ru, bia, nc gii kht. Vi c s h tng c din tch nh sau: Khu vn phng(6037m2), Nh my (77511m2), Kho (45552m2),quy m nh my sn xut rng hn 110000m2 vi cc trang thit b dy chuyn cng ngh nghin cu sn xut hin i bc nht ng Nam . L thnh vin Hip hi ru bia & nc gii kht Vit Nam. T khi thnh lp n nay vi hn 15 nm hot ng sn xut kinh doanh, phc v cc tng lp ngi tiu dng, cng ty TM-DV Tn Hip Pht c khch hng tin cy v nh gi cao cht l ng sn phm v phong cch phc v. Cng ty l n v t lin tc 10 nm lin(1999-2008) danh hiu Hng Vit Nam cht lng cao do ngi tiu dng bnh chn.Trong nhng nm qua, cng ty c nhiu n lc trong xy dng, ci to, nng cp c s sn xut, mua sm trang thit b, nng cao

cht lng sn phm. Cng ty c nhiu t chc, c quan Nh nc tng bng khen, giy khen, k nim chng v cht lng sn phm v dch v chm sc khnh hng. Thng 1/2007 Cng ty c c quan qun l cht lng Quc t Det Norske Veritas (H Lan) nh gi t cht lng ISO tch hp gm ISO 9001:2000, ISO 14001 v v sinh an ton thc phm HACCP. Cng ty cng l n v ng hnh vi nhiu chng trnh, hot ng TDTT trn c nc nh: Gii bng v ch quc gia V-league,cp xe p truyn hnh HTV, a ngi Vit Nam chinh phc nh Everest 1.2. Sn phm Hin nay Tn Hip Pht ang chim phn ln th phn bia v nc gii kht ca th trng trong nc vi cc nhn hiu tin phong nh nc tng lc Number One, Tr Xanh Khng ng chai PET... hay cc nhn hiu c a chung nh sa u nnh cao cp Number One Soya, bia Gold, bia Gold Bn Thnh, nc p tri cy Number One Juicie, nc ung vn ng Number One Active... v sn phm Tr Tho Mc Dr.Thanh gy ting vang trn th trng, nay c thm loi khng ng dnh cho ngi khng thch ng. Ngy 15.11.2009, Tn Hip Pht li gii thiu vi ngi tiu dng sn phm mi c ph VIP - mt sn phm cht lng cao, t ph, tin dng, ph hp vi nhu cu ca ngi s dng. 1.3. S mng Tp on Tn Hip Pht sn xut v kinh doanh cc sn phm tt cho sc kho ngi tiu dng Chu vi mi v thch hp v tiu chun quc t . 1.4. Tm nhn Hm nay phi ln hn hm qua nhng khng bng ngy mai , cng phng chm: Tho mn cao nht mi nhu cu hin c v tim n ca khch hng .y c xem l kim ch nam cho mi hot ng ca Tp on v cng chnh l ng lc vn n hoi bo a Tn Hip Pht: Tr thnh Tp on cung cp thc ung tm c th gii . 1.5. Mc tiu chin lc Tn Hip Pht to ra nhng sn phm thc ung tt nht qua nhiu thng hiu: Number one, Laser, Bn Thnh, Gold Bn Thnhn vi ngi tiu dng bi h thng phn phi rng khp v tri u trn 64 tnh thnh ca Vit Nam. Tr thnh Tp on hng u Chu trong 3 lnh vc kinh doanh chnh: ngnh thc ung, ngnh thc phm n lin v bao b nha .

2. Cc ni dung chin lc

2.1.Chin lc sn phm T xa n nay tr l thc ung khng th thiu ca ngi Vit Nam. Ngy nay khi i sng ca con ngi ngy cng pht trin v nng cao th h li ch trng v quan tm nhiu hn n sc kho. Bn cnh h cn tm kim s tin li v nhanh chng , tit kim thi gian thch hp vi li sng hin i cung cp nng lng c li cho sc khe. Tn Hip Pht nhn thy c nhng c im ny c chin lc ph hp to ra s khc bit ha cho nhn hiu Tr Dr.Thanh va gn gi thn quen vi ngi Vit. 2.1.1. Tn sn phm L do v vic t tn gi Dr.Thanh, Tn Hip Pht Group a ra li gii thch cng kh l th, th nht "Thanh" y ngha l thanh nhit, thanh khit ng nh cu slogan "thanh lc c th"; th 2 l tn gi trng vi tn ca Tng gim c Trn Qu Thanh. T n gi c bit ny c l n cha kht vng v mt thng hiu Vit ng cp quc t lun tn ti trong tm huyt ca ngi doanh nhn thnh t ny. y cng l mt ci tn ngn gn, d nh, d i vo tm tr ngi tiu dng.

Gi 1 chai Dr thanh khi mi tung ra th trng l chai 350ml gi 6.600 . Mt thng 24 chai gi 22.90$ . y l mt mc gi ko qu cao so vi cng dng gii nhit v thanh lc c th ca sn phm 2.1.2. Bao b Tr Dr thanh c s k tha trong khu thit k bao b, chai nha PET, dy chuyn sn xut v knh phn phi t cc sn phm khc ca Tn Hip Pht m in hnh l tr xanh khng .Tr Dr Thanh c ng chai trong nhng iu kin sn xut c bit gi li cc cht b dng, c li cho c th. Chai PET ng tr xanh chu c nhit cao v phi chit rt khi cn nng. Ngay thi im ban u, Tn Hip Pht u t ring cho mnh dy chuyn sn xut chai PET ny. 2.1.3. Cng dng nh vo tm l ngi tiu dng hin nay, khng nhng l mt loi nc gii kht, khng ga, khng cht bo qun,khng phm mu nhn to m cn c li cho sc khe. Tr tho mc Dr.Thanh ca Tp on Tn Hip Pht l mt loi nc gii kht c lm t 9 loi tho mc qu : Kim ngn hoa, hoa cc, la hn qu, h kh tho, cam tho, n hoa, hoa mc min, bung lai v tin tho, gip gii nhit v thanh lc c th. Theo PGS.TS Nguyn Vn Minh - ch nhim ti nghin cu khoa hc Nghin cu tnh an ton v mt s tc dng ca tr tho mc Dr.Thanh, th nhng li ch ca vic ung tr tho mc Dr Thanh hng ngy c nghin cu trong mt ti khoa hc ko di 6 thng ti Hc vin Qun y. Sn phm ny t c cc phm cht nh c tc dng r rt n h thn kinh trung ng, gip tng kh nng nhn thc v ghi nh, tng kh nng ch cng nh tc x l thng tin. V c bn, khi s dng loi tr ny, ngi tiu dng s c cm gic tnh to, hot bt, mt mi, n ng ngon hn. V kt lun c cc nh khoa hc a ra l: Tr tho mc Dr. Thanh c an ton cao khi s dng hng ngy 2.1.4. Mu sc Ly gam mu v en ch o, vi ngha l mu truyn thng ca phng ng 2.1.5.Logo C ch Tr tho mc trn dy a 2.1.6.Slogan Thanh lc c th, khng lo b nng.

2.1.7. Mt s nh cung ng vt t u vo ca sn phm tr Dr Thanh Nh cung ng Polymer Asia PTT Polymer Marketing SCT Viet Nam Malaya VietNam Glass BJC SCG Chemical Roha Dyecham Car Gill SCM Viet Nam Connell Bros Crown Beverage Cans Ha Noi Cty c phn LASTA SK Sn phm cung cp Bao b sn phm Bao b sn phm Bao b sn phm Chai thy tinh In bao b, nhn hiu Hng liu, ha cht Hng liu, ha cht Nng sn Nng sn Nng sn X l nc thi Gii php truyn thng Vn ti

Cht lng c khng nh cng vi uy tn sn c nh thng hiu ln v c thi gian tn ti lu trn th trng, s thnh cng ca cc sn phm i trc, kiu dng nh gn, tin li, bao b bt mt, tn gi d nh, cng thc ch bin mi l nh ng vo tm l ngi tiu dng, to nn thnh cng bc u vang di cho dng sn phm mi: Tr tho mc Dr Thanh. 2.2. Chin lc th trng Trn th trng hin nay, vi s xm nhp t ca cc sn phm c ngun gc nc ngoi, cng vi s thiu tn nhim ca ngi tiu dng vo cc sn phm trong nc lm cc sn phm trong nc mc d cht lng tt nhng lun b lp v. Song hnh cng khu hiu: Ngi Vit Nam u tin dng hng Vit Nam, Tp on Tn Hip Pht tp trung vo vic pht trin th trng ni a. Ra i sau v bn thn li l sn phm mi, Dr Thanh c k tha mng li phn phi rng khp ca sn phm Tr xanh khng i trc, to nn h thng phn phi ph rng,sn sng sn phm tip cn ngi tiu dng khp mi ni.Hin nay, Dr Thanh duy tr c s hin din khp mi ni, t thnh th n nng thn,t knh phn phi truyn thng n hin i. Vo bt c tim tp ha no, gh bt c qun nc no, ngi tiu dng cng c th mua c Dr Thanh.Cn trong kho st ca cng ty nghin cu th trng Nielsen Vit Nam vo thng 8/2009, Dr. Thanh chim n 23% th phn ngnh hng tr ung lin. Tn Hip Pht c h thng nh phn phi(NPP) rng khp trn c nc vi 268 NPP cp 1, iu ny cho thy sc mnh knh phn phi ca Dr Thanh nh th no.

Vi sn phm tr tho mc Dr Thanh, tp on Tn Hip Pht to ra s khc bit so vi cc i th cnh tranh bng cch lm ngi dn u trong vic khai ph th trng nc gii kht khng ga c ngun gc t nhin. Dr Thanh ang l sn phm tin phong trn th trng. Ngay vic chn thi im trc Tt Nguyn n K Su tung sn phm tr Dr.Thanh cng l mt cch tnh ton khn ngoan v hp l, THP chn ng thi im tung ra sn phm: dp tt ngi ta thng n nhng loi thc phm giu nng lng, v th d gy ra hin tng nng trong ngi. Mt khc ngi dn thnh ph H Ch Minh phi i din vi ci nng nng ca thi tit v th mt sn phm va c chng nhn t thng hiu quc gia li mi m nh Dr.Thanh li cng chim c cm tnh ca ngi tiu dng. Trc khi chnh thc c mt trn th trng, tr tho mc Dr Thanh t chc bn hng c nhn ti cc im trung tm nh cng vin, cc t im ca nhc cng vi vic tung ra qung co trn TV. Khu hiu Sp c mt ti Vit Nam li mt ln na em li cm gic t m cho ngi tiu dng. Tr tho mc Dr Thanh u t rt nhiu cho qung co,phi ni y chnh l mt trong nhng ming ghp quan trong trong vic to nn thnh cng ca tr tho mc Dr Thanh. Cc panner trm xe bus, cc seri bi vit trn nhiu t bo uy tn. Mt xut hin cu tr tho mc Dr.Thanh dy c trong cc bu hi tho, hi ngh, cc hot ng gii tr,... Bn cnh , THP cn tp trung xy dcng thng hiu tr tho mc Dr Thanh ti khu du lch i Nam Bnh Dng qung co, print ad y khp. 2.3. Chin lc u t 2.3.1. Cng ngh Cng ngh k thut l mt yu t u vo quan trng v n nh hng ln n hot ng kinh doanh ca cng ty.Nhng tin b k thut to ra nhng u th cnh tranh mi, mnh m hn cc u th hin c. V th cc cng ty vi ngun vn mnh c th nhp v nhng thit b, dy chuyn sn xut tin tin s nng cao cht lng v gim gi thnh sn phm, mu m sn phm p, mang li u th cnh tranh. Ni bt nht l cng ngh v bao b sn phm, s k tha trong khu thit k bao b to nn s khc bit tht s trong lnh vc ny. Tn Hip Pht to ra cc loi chai nha PET, chai thy tinh ti s dng, hp giy Tetra Park v lon rt thun li cho ngi tiu dng bng dy chuyn my mc sn xut hin i bc nht nc ta. Tn Hip Pht xy dng c mt phng nghin cu pht trin sn phm mi. iu ny gip tp on tr thnh mt n v tin phong trn th trng vi nhng thng hiu dn u, gi c hp l, cht lng tt, mu m p v c ngi tiu dng a chung. Bn cnh ,Tn Hip Pht l mt trong nhng tp on v ang thu rt nhiu chuyn gia t vn cho cc d n cng nh chin lc kinh doanh, tip th ca doanh nghip. V chi ph m tp on phi tr cho cc chuyn gia t vn l rt ln.

2.3.2.Truyn thng Trong lc kinh t suy gim, nhiu DN chn cch tit gim chi ph, trong c chi ph qung co h gi thnh, nhng Tp on Tn Hip Pht (THP Group) lm ngc li, u t kh ln cho vic sn xut v qung b sn phm tr tho mc Dr.Thanh THP group u t kh ln cho vic sn xut v qung b sn phm, chin lc Marketing cho dng sn phm ny ln n 2 triu USD, trong chi 32 t cho qung co(bao gm ca nhc, t thin, roadshow, m cuc thi hoa hu .). Phn phi tan quc, tp trung u tin HCM v cc tnh ln cn. Vi tr tho mc Dr. Thanh, truyn thng ng mt vai tr c bit trong vic kch thch qu trnh a sn phm n tay ngi tiu dng. Nh mnh dn u t vo knh ny, tr tho mc Dr. Thanh lm dy ln s t m, s quan tm, th v ca d lun, gp phn lm nn thnh cng ca mt thng hiu ngay t ngy u ra mt.Tp on Tn Hip Pht c mt k hoch qung co tuyt vi v mt chin dch truyn thng 360. n nay, thm ch tr con cng bit n concept ca Tr Tho Mc Dr.Thanh: Thanh lc c th, khng lo b nng. Cng ty u t k cng v c chn lc ngay t u vi 2 tn tui ln l: LBC ( ph trch strategy design) v O&M (ph trch communications). Tp trung vo chng trnh xy dng thng hiu ti Khu Du Lch i Nam Vn Hin tnh Bnh Dng nhm ti a ha s hin din v dng th sn phm ca Tr Tho Mc 2.4. Chin lc cnh tranh 2.4.1. Cnh tranh v sn phm Vi sn phm tr tho mc Dr Thanh, tp on Tn Hip Pht to ra s khc bit so vi cc i th cnh tranh bng cch lm ngi dn u trong vic khai ph th trng nc gii kht khng ga c ngun gc t nhin.Dr Thanh ang l sn phm tin phong trn th trng. Nguyn liu chnh dng sn xut tr Dr.Thanh gm cc loi tho mc nh: kim ngn hoa, hoa cc, la hn qu, h kh tho, cam tho, n hoa, hoa mc min, bung lai, tin tho Tr Dr.Thanh cng to s khc bit v bao b sn phm. Tn Hip Pht c th lm nn s khc bit tht s trong lnh vc ny v c th cho ra i nhng bao b sn phm thch hp cho th trng, ngi tiu dng. Tn Hip Pht to ra cc loi chai PET, chai thy tinh ti s dng, hp giy Tetra Pak v lon 2.4.2. Cnh tranh v gi

Dr. Thanh l sn phm dnh cho mi la tui, mi phn khc th trng .Nhng hin nay t c sn phm no thnh cng trn mi phn khc th trng, do khch hng m Dr Thanh ang hng ti l gii tr nng ng, khng c nhiu thi gian, nhng c kh nng ti chnh. Gi 1 chai Dr thanh khi mi tung ra th trng l chai 350ml gi 6.600 . Mt thng 24 chai gi 22.90$ . y l mt mc gi ko qu cao so vi cng dng gii nhit v thanh lc c th. V mt gi c, tr tho mc Dr.Thanh c gi cao hn so vi cc loi nc gii kht ng chai khc. Tuy nhin, khch hng chp nhn mc chnh lch ny v c li cho sc khe. Dr.Thanh gip chng ta nhn bit c chin lc sn phm ca Tn Hip Pht i vi nhn hiu ny chnh l ht vng chp nhong, tc tung sn phm mi ra th trng vi gi cao v mc khuyn mi cao.Tnh gi cao m bo li gp trn n v sn phm mc cao nht, chi nhiu cho vic khuyn mi nhm thuyt phc th trng v ch li sn phm ngay c vi gi cao.Hot ng khuyn mi mc cao l nhm tng nhanh nhp xm nhp th trng. 2.4.3. Cnh tranh v chng loi Vi sn phm tr tho mc Dr Thanh, tp on Tn Hip Pht to ra s khc bit so vi cc i th cnh tranh bng cch lm ngi dn u trong vic khai ph th trng nc gii kht khng ga c ngun gc t nhin. Dr Thanh ang l sn phm tin phong trn th trng 2.4.4. Cnh tranh v thng hiu Dng ngay tn, hnh nh ca mnh lm biu tng cho nhn hiu nc gii kht l cch lm c o v to bo. B quyt c o tr tho mc Dr.Thanh l sn phm thc ung gii kht nhng c li cho sc khe. Li ch ca vic gii nhit v thanh lc c th t 9 loi tho mc l mt tng cc k mnh m v c o tc ng vo tm l khin ngi tiu dng chp nhn 2.5. Phn tch ma trn SWOT 2.5.1. im mnh S1: Dy chuyn cng ngh, c s sn xut hin i S2: Ngun nhn lc c chuyn mn nghip v cao S3: Ban qun tr c nng lc, tham vng v tm nhn. S4: H thng phn phi rng S5: u t nhiu cho nghin cu pht trin sn phm S6: t nhiu gii thng v cht lng, tham gia nhiu s kin x hi. S7: Chim th phn ln i vi th trng nc gii kht khng gas. 2.5.2. im yu W1: Mi ch pht trin mnh th trng trong nc, cha kh nng cnh tranh

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vi cc hng ln trn th gii, cha xut khu c sn phm, tr s t ti Bnh Dng cha c c s ti cc a phng khc W2: Gi c cn cao hn so vi cc sn phm cng ngnh W3: Mt s nguyn vt liu cn phi nhp nc ngoi 2.5.3. C hi O1: phc hi ca nn kinh t,gi kch thch kinh t ca chnh ph. O2: .Hi nhp WTO O3: Th hiu,xu hng tiu dng hin i. O4: Phong tc truyn thng O5: Th trng rng ln O6: Cng ngh pht trin nhanh, d tip cn O7: V tr giao thng thun li O8: Kh hu c trng ca VN O9: Rt nhiu nh cung ng O10:Nguyn vt liu m bo 2.5.4. Thch thc T1: Lm pht c xu hng tng T2: Tiu chun cao v cht lng, v sinh an ton thc phm T3:Sn phm thay th phong ph T4: i hi cao ca khch hng v cht lng,mu m T5: nhy cm v gi T6: p lc t i th cnh tranh v sn phm thay th T7: Cnh tranh khng lnh mnh Kt qu phn tch SWOT S3O3: Ban qun tr c nng lc tham vng v tm nhn su rng s vch ra k hoch chin lc mang tm v m ph hp vi xu hng tiu dng hin i. Qua s p ng c lng nhu cu ln ca khch hng. S5T6: Tn Hip Pht u t nhiu cho vic nghin cu pht trin sn phm to nn s khc bit ha so vi cc i th, tng tnh cnh tranh, to dng c v th v sn phm ca doanh nghip trn th trng trong nc cng nh quc t W2O3: Tuy gi c ca sn phm tr Dr.Thanh cn cao hn cc sn phm nc gii kht cng loi nhng vn p ng c nhu cu th trng ph hp vi th hiu tiu dng hin i, tr Dr.Thanh c th thm nhp vo nhng on th trng c nhu cu cao v ngi tiu dng c thu nhp cao, h s b ra thm mt t tin na c c sn phm cht lng, ng thi vic s dng sn phm cng th hin c phong cch tiu dng ca h W2T6: Hin nay c rt nhiu doanh nghip khc nhi li cc sn phm vi cht lng thp, gi c r. Bn cnh th gi c ca doanh nghip lun cao nn p lc cnh tranh l rt ln

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3. Nhn xt
3.1. Thnh cng Ch sau 3 thng tung ra th trng, tr tho mc Dr.Thanh c ng o ngi tiu dng n nhn, sn phm c s tham gia ca 300 nh phn phi, hn 2.000 nhn vin v 1.000 xe ti tham gia chuyn ch. T sn lng 300.000 chai/ngy n nay tp on nng sn lng ln 600.000 chai/ngy nhng cng ch p ng c 25% nhu cu s dng. 3.2.Hn ch Tr Dr.Thanh c cht xut t 9 loi tho mc nhng trn th trng Vit Nam th ch c 6 loi, 3 loi cn li phi nhp t nc ngoi nn y cng c coi l mt hn ch ca sn phm. Bn cnh vic phi tm thi nhp mt s tho dc c th l do trong nc trc nay vic s dng ch dng li mc nh l, cha c nhu cu tiu dng tp trung vi s lng ln Cng vi l tnh trng hng nhi,hng km cht lng vn ang tn ti trn th trng, v s bung lng trong khu nhp hng,kim sot nn vn cn tnh trng cc nguyn liu u vo sn xut sn phm qu hn,km cht lng, cc sn phm bn ra th trng vn c mt s t khng m bo cht lng nh ni vng, ng cngy nh hng ln n uy tn ca doanh nghip. 3.3.Nhn xt ca c nhn giai on u mi tung ra sn phm, Dr Thanh t c mt s thnh cng khng th chi ci l to c s quan tm, kch thch s t m, mong i ca ngi tiu dng thng qua cc chin dch qung co rm r ca mnh. Tuy nhin chnh bc thng li u tin ny mang n cho Dr Thanh mt nguy c tim n. Mong i cng ln, tht vng cng cao, khi sn phm tung ra khng nh mong i th ngi tiu dng s quay lng vi sn phm.Ngay t u Dr Thanh sai lm ngay bn thn ca sn phm, t mc tiu hng ti v mt chng trnh truyn thng qu su rng khng tp trung ng i tng khch hng. Th hai, v yu t sn phm, hnh nh do thi gian nghin cu th trng, thit k, bao b v hon thnh ch vn vn trong 2 thng, mt khong thi gian qu ngn, nn khi sn phm c tung ra, n hon ton khng ph hp vi nhng g ngi tiu dng mong i. l s ti mt, thanh nhit, c biu hin u tin ngay trn hnh thc sn phm. l hng v tht s l v hp dn ngi tiu dng. Th ba, gi c m Dr Thanh a ra l gi ht vng, so vi mc sng ca ngi Vit Nam l hi cao. Nu mun h tr thnh khch hng trung thnh, th l nhng ngi c thu nhp n nh,

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nhng nh th th th trng tiu th ca Dr Thanh s rt nh b so vi th trng nc gii kht khng l nc ta. Th t, Dr Thanh cha hon ton to nim tin cho ngi tiu dng. Mt s ngi sau khi dng th th khng mun s dng sn phm ln th 2. H khng tin rng l tho mc, m l nhng ha cht, thm hng liu m thi. Th nm, Dr Thanh qu lm dng vo qung co, tuy c th thu ht s quan tm, kch thch t m ngi tiu dng, nhng chi ph b ra l qu cao so vi kt qu m n t c. l cha ni cc mu qung co qu v v, nht nho, v v duyn. Dn n phn tc dng, gy c cm cho mt b phn ngi tiu dng. Cui cng, liu Dr Thanh c qu m m khi hng ti mi khch hng, mi la tui. Vic thnh cng i vi mt sn phm m khng c khch hng mc tiu l rt kh khn. Thit ngh THP group nn xc nh khch hng mc tiu ngay t u, tp trung pht trin phn khc khch hng . 3.4. xut mt s gii php T nhng nhn nh trn, em xin a ra 1 s gii php cho sn phm Dr Thanh giai on mi tung ra sn phm , tp trung vo nhng vn chnh sau: u tin l v sn phm, cht lng c coi l yu t quyt nh cho s thnh bi ca mt doanh nghip khi tung ra sn phm mi. D gi c r, khuyn mi ln, phn phi rng khp nh th no i na, nhng nu sn phm cht lng qu t, khng p ng c i hi, th hiu ca ngi tiu dng th sn phm cng khng th tn ti . t trong trng hp ca Dr Thanh, trc khi sn phm c tung ra, n to ra mt s k vng, mong i v t m rt ln ca ngi tiu dng, nhng chnh nhng yu t v mt sn phm, lm n b mt im trong mt ngi tiu dng. Do , vn ct li l phi ci tin cht lng, thay i mu m sn phm, to lng tin cho ngi tiu dng.V mi v sn phm, nn thay i v a s ngi tiu dng khng thch v n hi kh ung, ngt va phi s gip cho Dr Thanh l mt sn phm thanh nhit ng ngha. Mu sc cng gp mt vai tr rt quan trng trong vic thu ht ngi tiu dng. Ngay t u, THP Group sai lm khi s dng mu v en lm mu ch o, mt sn phm thanh nhit c th th ngay hnh thc phi ni ln mt s ti mt, d chu, thanh khit . Mu xanh l, da tri l thch hp cho tng nh th. Mun to lng tin cho ngi tiu dng, bin h thnh khch hng trung thnh ca mnh, Dr Thanh tt nhin phi n lc hn trong cht lng sn phm ca mnh, tc l m bo v tc dng ca 9 loi tho mc, cng chnh l tc dng thanh lc c th, khng lo b nng. Vic du nhp cc loi tho mc ang nhp vo trng ti Vit Nam l hon ton kh thi v nc ta c kh hu nhit i gi ma, min bc c 4 ma r rt, min Nam c kh hu nng m ma nhiu, ngoi ra nc ta cn c mt s tiu vng kh hu n i nh Lt, Sapa iu kin kh hu trn ph hp vi rt nhiu loi tho mc.

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Th hai, chin dch v gi ca Dr Thanh khng phi l khng c l. Khi sn phm ca n c mt s t ph ch nguyn liu l tho mc, tt cho sc khe v tc dng ca n l gii nhit, thanh lc c th. Th nhng, i vi ngi tiu dng, ngoi cht lng th gi cng l mt nhn t kch thch hay cn tr h thc hin hnh vi mua ca mnh. Th nn, Dr Thanh nn tm gii php ct gim chi ph nhng khu khng cn thit. Mt sn phm cht lng tt vi mt gi thch hp. Th ba, thc hin chin dch qung co vi phng thc mi m hn, hp dn hn. Xy dng mu qung co tot ln c cng dng ca sn phm, ng thi thu ht c s t m, quan tm ca ngi tiu dng. V t k ch thch h mua sn phm. Ngoi qung co, Dr Thanh cng c th xc tin nhng chng trnh khc lm tng thm danh ting cho nhn hng mnh nh khuyn mi, PR,t chc bn hng trc tip, marketing trc tip + Khuyn mil hot ng khng th thiu c trong qu trnh xc tin .Vic tng dung tch chai v gim gi thnh cng l hnh ng tch cc cho khch hng. Khuyn mi phi to ra c tro lu v khn kho li ko c khch hng mua hng. Khuyn mi phi lm sao cho khch hng thy c gi tr ca vic mua hng. Chnh v th m Dr Thanh phi khuyn mi m khng to ra tm l l c ch gim gi mi mua sn phm Nn to thm gi tr cho khch hng ca mnh. Dr Thanh c nhng chng trnh khuyn mi c bit nh tng qu cho khch hng mua sn phm vo dp c bit . Khuyn khch khch hng mua hng bng cc hnh thc a dng v phong ph . Cn i vi cc nh bn l Dr Thanh khuyn khch vic bn hng bng cc chit khu hp l v cung cp hng cht lng, h tr trang tr im bn hng cho bt mt thu ht khch hng . Dr Thanh va khuyn mi ln cho khch hng mc tiu va tng thm gi tr cho cc im bn l nh vy lm cho vic bn hng tng t bin . Khi cc khch hng thy c li ch t vic mua hng h s tc ng ngc tr li vi cc nh phn phi .Nh vy qu trnh lun chuyn hng ha c nhanh hn to cho sn xut . + Ti tr nhng chng trnh ngha v mang tnh cng ng cao .Qua gia tng s nhn bit ca khch hng v sn phm . Lm cho khch hng tin tng vo Dr Thanh nhiu hn , v Dr Thanh s n su vo tim thc ca khch hng v mt sn phm tin phong v tr tho mc c li cho sc khe v v li ch cng ng . + Bn hng c nhn to s ch ca mi khch hng v chuyn ti c nhiu thng tin hn . Bn hng c nhn c th c nhiu tnh nng m ci khc khng th c. Khch hng c th thc mc v nhn vin c gii thch thc mc cho khch hng ,qua y nhn vin bn hng c th gii thiu lm ni bt tnh tng ca sn phm . To c s tin tng i vi khch hng tim nng . V ti im bn hng trc tip chng ta qung co th rt l hiu qu . Thng ip ti im bn hng trc tip cho php Dr Thanh tip cn vi khch hng ti ng khonh khc vng khi h ang thc hin quyt nh mua hng.

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+ Marketing trc tip :Hin nay do s pht trin ca cc phng tin thng tin lin lc ,v c nhiu hnh thc c th giao tip vi khch hng . Marketing trc tip mang n nhiu li ch cho khch hng . Vic gi th cho khch hng to tin li cho h ,tit kim thi gian . Ngoi ra c th gi in thoi cho khch hng thng bo cho h bit nhng tin ch m h nhn c khi mua hng vo t khuyn mi . Vic marketing trc tip nh vy i th khng th nhn ra c chin lc tip xc khch hng . V chng ta c th o lng c mc hiu qu t phn ng ca khch hng . Xy dng s hotline gii p thc mc , v nhn kin phn hi t khch hng , t ngy cng hon thin hn v dch v . Ch c bit o to i ng chm sc khch hng ny t to dc nim tin t khch hng . H l b mt ca cng ty trc khch hng, nn phi to ra mt b mt thc s chuyn nghip n vi khch hng t trang phc cho n c ch , ging ni phi qua hun luyn o to . Th t, l Dr Thanh nn tp trung vo mt nhm khch hng mc tiu. Dr Thanh khng hng n mt nhm khch hng c th no, do m trong qu trnh trin khai sn phm khng hiu qu. Theo kin ca nhm, th Dr Thanh nn tp trung vo nhm khch hng l gii tr, v ngi gi th nhu cu v nc gii kht ca h khng bng gii tr nng ng, cng nhn vin chc, tic tng lin min. Hn na, vi nhm khch hng l tr em li cng hon ton khng l khch hng tim nng ca Dr Thanh c, v tr em thng c thm chng chn. Do , ngay t u, THP group ni chung v nhn hng Dr Thanh ni ring nn xc nh r nhm khch hng mc tiu ca mnh, c nhng bc thch hp trong chin lc Marketing ca mnh. Vi nhm khch hng l gii tr nng ng th tht bi ca Dr Thanh l hon ton c th l gii, v ngay c hnh thc bn ngoi mt im ri. Gii tr hin nay thng ch trng ti hnh thc. Th nhng THP group tht s sai lm khi ly tin s Trn Qu Thanh lm hnh nh bo tr, ly mu sc v en th hin cho chc nng thanh nhit c th, khng lo b nng ca mnh. Mt im na l v mi v, a s gii tr hin nay u khng thch mi v ny, c kin cn cho rng chng khc g thuc bc, kh ung. Do Dr Thanh cng cn nghin cu thm lm sao ci thin c mi v nc, to ra mt hng v c o, c th thuyt phc c gii tr nng ng nhng cng khng km phn kh tnh hin nay. Cui cng, nhng g thc hin tt th nn pht huy hn na. Dr Thanh ra i hng li th m Tr xanh khng to ra trc , l knh phn phi, h thng bao b (chai PET). Gip Dr Thanh nhanh chng chim lnh th trng. Tuy nhin khng phi nh vy m Dr Thanh khng cn quan tm n n na. Thay vo cn ch vo cc knh phn phi truyn thng, a sn phm n mi min, mi ni ca t nc, c bit khu vc nng thn.

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K T LUN
a ra mt sn phm c bit l sn phm mi trn th trng th nh chin lc cn vch ra chin lc r rng v quy m lm sao hn ch ti a ri ro. Tn km chi phi nhng mang li hiu ng mnh m, c s hng ng v chp nhn ca ngi tiu dng cho sn phm ca mnh l mt mc tiu hang u ca mi doanh nghip. Tn Hip Pht a ra sn phm Dr.Thanh to bo, mnh m v c truyn thng nhanh chng v sm c s ng h ca ngi tiu dng vi cng sut cung khng cu.

TI LIU THAM KHO 1. www.thp.com.vn 2.http://vietbao.vn/Kinh-te/Cong-ty-Tan-Hiep-Phat 3. www.tailieu.vn 4.http://www.wattpad.com/465175-mtkd-tan-hiep-phat?p=1) 5. www.google.com.vn

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