PHN TCH CHIN LC CHIU TH CA DNG SN PHM M N LIN OMACHI CA CNG TY C PHN THC PHM MASAN

1.1 S lc v cng ty c phn thc phm Masan 1.1.1 Lch s hnh thnh v pht trin ca cng ty c phn thc phm Masan a) Lch s hnh thnh v pht trin Masan Group l mt trong nhng tp on kinh doanh hng u ti Vit Nam, s hu nhng danh mc u t v nhng ngnh ngh kinh doanh thuc loi ng u v tc tng trng ca nn kinh t Vit Nam. Tin thn Masan Group l Cng ty C phn Hng hi Ma San (MSC) c thnh lp thng 11/2004 vi vn iu l ban u l 3,2 t ng. Thng 8/2009, MSC i tn thnh Cng ty C phn Tp on Ma San (Masan Group) v thc hin ti cu trc thng qua cc t pht hnh ring l. n thng 10/2009, Masan Group hon tt tng vn ln 4.763.998.200.000 ng. Hin ti, Cng ty nm gi quyn kim sot 72,80% Cng ty C phn Thc phm Ma San v 19,99% c phn trong Ngn hng K Thng Vit Nam (Techcombank). u t v xy dng kinh doanh nh Masan Food v Techcombank, cng ty tn dng nhng hiu bit v th trng ni a ca mnh, kinh nghim quc t ca ban qun tr cng ty v i tc chin lc nc ngoi, cc chuyn gia qun l ri ro v kh nng ca Cng ty, nhm xy dng thng hiu, ng thi l lm tng gi tr ca nhng cng ty m Masan Group u t v xy dng quan h hp tc. Cng ty tin rng vi chin lc kinh doanh v k nng qun l, iu hnh ca mnh, Cng ty s nm bt v tn dng cc c hi t c s cng hng thnh cng nht vi cc cng ty trong danh mc u t. Cng ty c phn thc phm Masan thnh lp nm 20/6/1996 tin thn l cng ty c phn Cng nghip- K ngh - Thng mi Vit Tin. L mt trong nhng cng ty hng u trong ngnh cng nghip thc phm ti Vit Nam vi cc sn phm quen thuc v c uy tn trong ngnh nh: nc tng, nc mm v tng t, ng thi, dng sn phm m n lin cng ang dn khng nh tn tui v v tr trn th trng. Sn phm ca cng ty ng u trong ngnh gia v v c xp hng trong s 25 nhn hiu hng u Vit Nam v chim lnh th phn ln mnh. tng th phn, Masan Food tp trung qun l cc nhn hiu bng cch phn khc th trng mc tiu vi nhng sn phm ring bit tng ng. Trong mi dng

sn phm nc chm, m n lin v ht gia v u c c nhn hiu cao cp v nhn hiu trung cp. Chin lc cnh tranh ca cng ty trong cc ngnh hng ny l to ra cc sn phm c cht lng vt tri so vi tt c cc sn phm khc trn th trng, c bit l dng nc chm, bao gm nc mm, nc tng v tng t, ng thi u t xy dng cc nhn hiu trung v cao cp chim lnh th phn. C th k n nhn hiu m n lin Omachi hng ti phn khc th trng cao cp, trong khi nhn hiu Tin Vua phc v cho phn khc th trng trung cp. Tng t nh i vi ngnh hng nc tng, Masan Food c nhn hiu Chin-Su v Tam Thi T (TTT) ln lt dnh ring cho hai loi th trng trn. Theo thng k ca AC Neilson, ti thi im thng 12 nm 2009, Masan Food ang chim 85% th phn ca ngnh hng nc tng; 74% th phn ca ngnh hng nc mm, 40% th phn ca ngnh hng tng t. Mc d mi ra i vo thng 6/2007, nhng n cui nm 2008 nhn hiu m n lin Omachi chim c th phn l 2,1% v th phn ny vn tip tc c tng thm cho n thi im hin ti l 45% th phn cao cp. Trong sut qu trnh hot ng, Masan Food pht trin mt h thng phn phi ni a rng ln, vi gn 150.000 im bn hng, v cc h thng gm khong gn 100 siu th ph khp 64 tnh thnh Vit Nam. Tnh ti thng 8 nm 2009, Masan Food c hn 165 nh phn phi, 5 trung tm phn phi ti Bnh Dng, Tn Bnh (TP. H Ch Minh), Nng, Hng Yn v Hi Dng c t cc v tr chin lc, cung cp sn phm cho cc nh phn phi trong vng 24 ting k t lc t hng. b) Quy m ca cng ty c phn thc phm Masan Cu chuyn ca Masan Food gn lin vi s thnh cng ca Ch tch Nguyn ng Quang nhng nm u thp nin 1990, khi ng bt u bn m n lin cho ngi Vit ti Nga, ri xy dng nh my u tin vi cng sut 30 triu gi/thng, sn xut m, nc tng, nc mm, tng t bn cho ngi bn x. n nm 2002, ng Quang a Masan tr v qu nh. Ti y, Masan Food lp thnh cng vang di khi tham gia vo c 4 nhm hng tiu dng ang ni ti Vit Nam l nc tng, nc nm, m n lin v ht nm, vi doanh thu nm 2009 t gn 4.000 t ng, tng hn gp i (106%) so vi nm 2008. L mt cng ty con ca tp on Masan, Masan Food v ang pht trin rt vng mnh vi: Tr s Cng Ty CP Thc phm Masan Lu 12, Kumho Asiana Plaza, 39 L Dun, Q.1, TP. H Ch Minh - Cng ty CP Cng Nghip Masan: L 6, KCN Tn ng Hip A, D An,

Bnh Dng. - Cng ty CP Cng Ngh Thc Phm Vit Tin: L III-10, Nhm Cng Nghip III, KCN Tn Bnh, Q. Tn Ph, TP. H Ch Minh - Cng ty CP Bao B Minh Vit: L III12, Nhm Cng Nghip III, KCN Tn Bnh, Q. Tn Ph, TP H Ch Minh - Cng ty CP Masan Hi Dng: Km4, ng Nguyn Lng Bng, P. Vit Ha, TP. Hi Dng, Tnh Hi Dng - Cng ty CP Masan Ph Quc 261 Nguyn Trung Trc, KP5, Th trn Dng ng, Huyn Ph Quc, Tnh Kin Giang. Cng ty hot ng vi vn iu l l 1.300.000.000.000 VN (mt ngn ba trm t ng), vi ngun nhn lc khong 800 ngi, v thng ip: Masan vi mc tiu tr thnh s 1 trong ngnh hng thc phm, Ni Hi T, Nui Dng Kht Vng v Ti Nng. S khng gii hn v th thch, khng gii hn v thu nhp, cng nh l trnh thng tin ca bn thn ca nhng ai mun khng nh v mun tip tc vt qua chnh mnh. Thng ip ny th hin kh r nt v chin lc , quan im hot ng v s cam kt ca Masan vi khch hng, i tc, cng ng, x hi. Ch Tch HQT Tin S Nguyn ng Quang tng pht biu Cc bn ng lm hi lng ti. Chng ta ng lm hi lng nhau m hy tm mi cch lm hi lng khch hng v h l ngi tr lng cho tt c chng ta!. Chnh v iu ny m cng ty thu ht c rt nhiu cc ti nng tr vi am m ln cho cng vic, mong c khng nh bn thn, gp phn a cng ty ngy cng pht trin. cng c ngun nhn lc ca mnh, bn thn cng ty cng thng xuyn t chc cc chng trnh o to nh: k nng thng lng, k nng giao tip hiu qu, Chuyn gii ta mu thun v stress gip cho nhn vin ca cng ty lun lm vic t hiu qu cao nht. Cng vi cng ty c mt h thng phn phi rng khp Vit Nam, hn 150.000 im bn hng v hng trm cc nh phn phi ln gp phn a sn phm ca cng ty ti tn tay ngi tiu dng. Khng nhng th cng ty cn pht trin xut khu cc mt hng ca cng ty qua cc nc ln nh: M, Canada, Php, Nga, CH Sc, Ba Lan, c, Trung Quc, Khu vc Trung ng, Lo, Campuchia a v tr ca mt thng hiu Vit Nam vn ra tm quc t. nh hng pht trin ca Masan Food trong nhng nm sp ti bao gm: Tp trung khai thc ti a cc c hi kinh doanh khc nhau trong th trng gia v thng qua cc nhn hiu hin ti, lp h thng phn phi Nng thn tin.

Chim lnh th phn ln trong ngnh m gi ti Vit Nam, thng qua cc ci tin v cng ngh, sn phm mi, cch thc phn phi kt hp sc mnh ca gia v.

Pht trin cc ngnh hng mi cho ngnh hng thc phm tin li thng qua s thu hiu su sc nhu cu th trng v sc mnh vt tri v cng ngh m bo sc khe.

Lin tc i mi, tng cng sc mnh ca h thng t chc lun ch ng vi quy m pht trin nhanh ca cng ty trong nhng nm ti.

c) S lc v cc dng sn phm m n lin ca cng ty Trc ht xin c cp s b v mt hng m n lin Vit Nam. M n lin c xut x t Nht Bn v du nhp vo Vit Nam kh sm. M n lin (tn gi quen thuc l m tm) l mn m kh chin trc vi du c, thng n 3-5 pht sau di nc si ln. N c gi m gi hay m cc, ty cch ng m. M n lin l tn gi chung, thc ra, ngy nay cn c ph, bn, min, cho n lin. C th tm chia m n lin lm hai nhm nu xt theo nguyn liu u vo l sn phm n lin gc m v sn phm n lin gc go. Trong lch s pht trin ca Masan, m n lin c th xem l anh c. Ch tch Nguyn ng Quang ca Tp on Masan c gii truyn thng gi l ngi dy ngi Nga dng m gi v tng t khi nhng l m gi u tin ca ng thnh cng trn th trng Nga cch y khong 20 nm. Tuy vy, Vit Nam, cu chuyn gi m ca Masan ch bt u c nhc n khi cc thng hiu Tin Vua v Omachi ln lt ra i trong hai nm 2008, 2009. Hin nay cng ty pht trin trn th trng cc sn phm m n lin bao gm:
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M n lin Tin Vua: khi lng 75g, vi 2 hng v l M bp ci tht bm, M b hm ragu v M tm s nu chua, vi gi bn l l 3.200 ng/ gi. Sn phm ny nh vo phn khc trung bnh vi mt thng ip sc khe mnh hn m khng s dng du chin i chin li nhiu ln (v s dng loi du ny s lm tng nguy c ung th) v khng c trans fat (loi cht bo c hi cho sc khe).

M n lin Omachi: khi lng 80g, vi 3 hng v l Lu tm chua cay, Sn hm ng qu, Xt b hm, vi gi bn l l 5.800 ng/ gi. L m n lin c mc gi trung cao (premium-mass), tip tc nh vo ni lo by lu ca ngi tiu dng: n m b nng, vi khu hiu m Omachi lm t si khoai ty, rt ngon m khng s nng.

M n lin Omachi st Spaghetti: khi lng 84g, vi 2 hng v l V B v V tht bm, vi gi bn l l 6.000 ng/gi. L m n lin vi mc gi trung cao v s kt hp mi l m khoai ty ha quyn vi st lm t tht v c chua ti theo hng v ca m , cng khu hiu: Tri nghim hng v c bit ca nc sc hp dn khng th chi t.

H tiu m n lin Omachi: khi lng 75g, vi V h tiu Nam Vang, gi bn l l 5.800 ng/gi. L sn phm u tin l s kt hp t si m khoai ty v si h tiu go, to tri nghim mi cho khch hng, theo khu hiu: Sc hp dn khng th chi t.

M Oh!Ngon: khi lng 74g, vi v B hm ng v, Lu tm hi v, gi bn l l 3.200 ng/gi. L sn phm nh vo phn khc trung bnh vi khu hiu v ngon tm tht, b tht, to v ngon c bit cho ngi tiu dng.

1.1.2

Gii thiu v dng sn phm m n lin Omachi a) Cc sn phm ca nhn hiu Omachi trn th trng
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M n lin Omachi: khi lng 80g, vi 3 hng v l Lu tm chua cay, Sn hm ng qu, Xt b hm, c tung ra th trng vo nm 2007, c cng ty thay i bao b sn phm v slogan nm 2009.

M n lin Omachi st Spaghetti: khi lng 84g, vi 2 hng v l V B v V tht bm, c tung ra th trng vo khong gia nm 2010.

H tiu m n lin Omachi: khi lng 75g, vi V h tiu Nam Vang, l sn phm h tiu m u tin trn th trng c tung ra vo khong u nm 2010.

b) nh v

M n lin t rt lu tr thnh mt mt hng quen thuc trn t bp ca mi gia nh ngi Vit. Di gc nhn ca ngi tiu dng, phn ln nh gi cao m qua tnh tin dng nhng cng c e ngi khi cho rng sn phm n lin gc m c th gy nng (nhit) trong c th. y cng l im then cht i vi phn khc tiu dng c thu mc kh. S quan tm n sc kho v ro cn t c tnh sn phm chnh l thch thc cho cc thng hiu v nh v vo phn khc trung cao. tip cn phn khc ny, Omachi chn gii php lm si m bng khoai ty xo i ni nghi ngi s nng ca ngi tiu dng. Thc ra, lm si m thun t khoai ty c v s l mt thch thc cho nh sn xut v vn gi thnh. Tuy nhin, s thnh cng ng ngc nhin ca Omachi khi chim gi mt th phn tng ng vi th phn ca Govimex (khong 2% tnh cho ton th trng m n lin) trong vng hn su thng k t khi tung sn phm cho thy ngi tiu dng c l l ring ca mnh. iu ny, thc s khng mi i vi l lun marketing v khi nim khc bit. Ngi tiu dng tm n vi m n lin l v tnh tin dng ca loi sn phm ny. Tt c cc nhn hiu m u p ng c tnh tin dng ct li. Khng ch tin dng nh cc loi m khc, Omachi bng ngn ng rt r rng v mnh m, cung cp cho ngi tiu dng mt c trng khc bit khng s nng. Thng ip c pht i vi nhng thc phim gin d, d hiu v c ni bi mt ngi sao ca nhc c nhn bit rng ri l ca s M Linh v bi nh sn xut Massan l mt ci tn c tin. Vi ngi tiu dng th l . S l rt thiu st nu khng nhc n s h tr tuyt vi ca mng li phn phi vn kh mnh ca Massan vi cc chng loi sn phm thc phm tiu dng c cng knh vi m n lin. Omachi cn c cam kt bi mt ngn sch truyn thng thuc hng i gia vi mc chi c triu cho khong thi gian t khi tung sn phm vo thng 5/2007 cho n Tt m lch nhm vo cc thnh ph ln trn ti vi, bo ch (tnh trung bnh khong c 200.000 USD cho mi thng). Nhng vo khong nm gia nm 2009, khi mt s ngi tiu dng nhn xt rng thnh phn khoai ty trong m Omachi l qu thp, khng th ni l si m hon ton t khoai ty c v cng khng hon ton l khng s nng, chnh v iu ny m cng ty c s ci tin mi cho bao b sn phm cng nh thay i mt phn nh v ca sn phm vn l si m lm t khoai ty, cng vi nhng nguyn liu tuyt ho v thm ngon to ra mt khu v tuyt ho cho ngi s dng, l tinh ty ca m thc vi khu hiu sc hp dn khng th chi t. Thm mt ln na Omachi nh vo v gic m thc ca ngi tiu dng vi cc

TVC qung co y hp dn v thu ht, mt sn phm m n lin c cht lng cao, a dng, vi ngun nguyn liu ho hng, hng v tuyt ho, tt cho sc khe ngi s dng. c) Khch hng mc tiu Vi nh v nhm vo phn khc trung cao, dng sn phm m n lin Omachi nhm vo i tng khch hng mc tiu l nhng ngi tr tui, c thu nhp trung bnh kh, bn rn, c t thi gian, mong mun thng thc mt sn phm tin li tit kim thi gian cng nh c hng v ngon v c bit m bo cht lng tt cho sc khe. c bit l vi nhng khch hng l n gii tr, vi ni lo v sc khe cng nh yu cu kht khe v khu v. Chnh bi xc nh r v i tng khch hng mc tiu ny m Masan tm ra c nhng nhu cu m nhm khch hng ny mong mun, v a ra c sn phm Omachi vi nhng thng ip truyn thng rt mi l v lun bin i to s hi lng v tin tng vo thng hiu trong lng khch hng. 1.2 Phn tch cc yu t nh hng ti cng ty 1.2.1 Yu t ngun nhn lc C th thy rng trong bt c mt cng ty no th yu t nhn lc l mt yu t v cng quan trng, nh hng rt ln ti s thnh bi ca cc hot ng kinh doanh hay sn xut ca cng ty. a Masan Food ng vng v pht trin mnh m nh ngy hm nay c mt phn ng gp rt ln ca i ng nhn vin tn ty, sng to v trung thnh ca cng ty. Tnh ti ht ngy 31/12/2010, cng ty c 732 cn b nhn vin, gm 345 nam (47%) v 387 n (53%) v i ng o to bi bn c trnh chuyn mn cao. Trnh nhn lc ca cng ty c phn cp nh sau: Trnh Trn i hc i hc Cao ng Trung cp PTTH PTCS Tiu hc Tng cng S lng 6 327 132 154 105 8 732 T l 0.82% 44.67% 18.03% 21.04% 14.34% 1.09% 0.00% 100.0%

T l nhn vin c trnh hc vn t trung cp tr xung ch yu ri vo nhm lao ng trc tip ca kho, nhn vin gii thiu sn phm PG, li xe, tp v thuc hnh chnh. Cng ty lun cam kt mt chnh sch nht qun, nhiu u i, lun hng ti ngi lao ng to c mt ngun nhn lc pht trin ton din, chuyn nghip v gn b lu di vi mc tiu chung ca cng ty. Vi ch lm vic 44h/tun, ngh tra 1h, lm thm khng qu 4h/ngy, ngi lao ng c ngh l theo nh quy nh ca nh nc v c nghi php 12 ngy/nm. Cng ty lun khng ngng a dng ha cch hot ng kinh doanh, ci tin cc thit b my mc, mi trng lm vic tt, thc hin y cc yu cu bo h cho ngi lao ng, cam kt m bo gii quyt cng vic cho tt c s lao ng hin c, cng nh ch lng, thng hp l v ng bo him x hi y cho ton b cng nhn vin. Chnh v iu ny m gip ngi lao ng yn tm cng tc v gn b vi cng ty lu di. Bn cnh nhng chnh sch i vi ngi lao ng, cng ty cn rt quan tm ti chnh sch to ngun nhn lc mi nhm gip cho cng ty lun c ngun nhn lc n nh, cht lng cao, p ng c vi qu trnh cnh tranh v pht trin ca cng ty. T ch tuyn dng ban u, vi 6 yu cu c bn: c trnh chuyn mn, tt nghip ng chuyn ngnh, nng ng, c thc sng to, ham hc hi, cng nh qu trnh tuyn dng kht khe. n ch o to lao ng ca cng ty cng lun c ch trng, cng ty thng xuyn t chc cc lp tp hun, tng k nng cho nhn vin, cng nh i th 100% chi ph hc tp cng nh ch lng trong qu trnh hc tp vi nhng nhn vin c kt qu hc tp kh tr ln. Chnh bi nhng yu t ny m Masan Food lun c c mt ngun nhn lc m bo lun p ng nhu cu pht trin ca cng ty, gp phn cho vic sn xut v a cng ty ln mt tm cao mi. 1.2.2 Yu t ti chnh k ton Yu t ti chnh cng l mt trong nhng yu t rt quan trng nh hng ti ln ti s thnh cng Masan Food trn th trng hng tiu dng ni chung v trn th trng m n lin ni ring. Theo bo co ti chnh ca cng ty c phn thc phm Masan nm 2010, vn iu l ca cng ty tnh ti thi im 31/12/2010 vn iu l ca cng ty l 1.300.000.000.000 ng. Trong kh nng sinh li trn vn iu l ca cng ty l: 1 ng

vn iu l sinh 0.96 phn li nhun sau thu. Kh nng sinh li trn doanh thu thun l: 1 ng doanh thu thun sinh 0.22 ng li nhun sau thu. Kh nng thanh ton nhanh l 1.75 ln, kh nng thanh ton hin hnh l 1.91 ln. Tng s gi tr ti sn ca cng ty tnh ti 31/12/2010 l 4.372.249.754 VN. Cng ty c phn thc phm Masan cng tham gia nim yt trn th trng chng khong, tnh ti thi im 31/12/2010 th tng s c phiu l 130.000.000 c phiu ph thng, trong o s lng c phiu ang lu hnh l 130.000.000 c phn ph thng, c tc trn mi c phiu l 9.851 ng/c phiu. Trong nm 2010, li nhun sau thu ca cng ty tng 187%, doanh thu thun tng 141% so vi nm 2009. Vi tnh hnh ti chnh vng mnh nh th, trong nm 2010 va qua Masan Food c nhng thnh cng ln trong sn xut kinh doanh nh sau:

Doanh thu gp Gim tr doanh thu Doanh thu thun Gi vn bn hng Li nhun gp Thu ti chnh Chi ti chnh Chi ph bn hng Chi ph qun l Li nhun t hot ng SXKD Thu nhp khc Chi ph khc Li nhun trc thu Thu thu nhp doanh Li nhun sau thu nghip

2010 2010 (Triu VN) 4.078.147 6.180.000 5.689.498 (120.233) (180.000) (103.211) 3.957.814 6.000.000 5.586.288 (2.583.875) (3.750.000) (3.194.617) 1.373.938 2.250.000 2.391.671 146.011 100.000 151.304 (59.390) (50.000) (107.519) (636.751) (1.075.000) (951.265) (93.162) (115.000) (118.108) 730.647 14.185 (22.770) 722.062 (53.409) 668.653 1.110.000 1.110.000 (110.000) 1.000.000 1.366.083 12.028 (8.359) 1.369.752 (116.904) 1.252.848

2009

K hoch

n v tnh: nghn ng Thc hin K hoch vs 2010 vs thc hin (in %) 92% 57% 93% 85% 106% 151% 215% 88% 103% 123% na na 123% 106% 125% 2009 (in %) 140% 86% 141% 124% 174% 104% 181% 149% 127% 187% 85% 37% 190% 219% 187%

Kt qu kinh doanh v cng n tng thm 1 ln na khng nh v th ca cng ty trn th trng trong lnh vc kinh doanh ca mnh. Hn th na nm 2010 mc d vn v tr th 2, nhng Masan Food vn khng nh c v th l vai tr dn dt th trng thc phm tin li vi nhng thnh cng n tng, xc nh xu hng tiu dng mi ca nhn hiu Omachi, thc hin thnh cng vic to uy tn vi ngi tiu dng l cc sn phm Ngon, Hp khu v v An ton. 1.2.3 Yu t cng ngh sn xut c c lng tin v uy tn i vi ngi tiu dng cng nh nhng thnh cng ca cc sn phm nh nc chm, gia v v c bit l m n lin Omachi trn th trng hin nay, cng 1 phn l nh s u t rt nhiu vo cng ngh sn xut, ln khu pht trin cc sn phm mi ca cng ty. Hin Masan Food ang s hu mt trung tm nghin cu v pht trin sn phm (MRD- Masan Research & Development Center) hin i bc nht Vit Nam. Cng ty cng s hu trn 10 b quyt quan trng nht ca ngnh ch bin gia v thc phm v c kh nng cho ra i 50- 60 dng sn phm mi mi nm. MRD c kh nng

p ng nhu cu pht trin mang tnh t ph, cch mng ca cng ty trn th trng. MSR cng chnh l ni sn sinh ra dng sn phm m n lin Omachi c nhiu t ph, mang li nhiu thnh cng cho Masan Food trn th trng m n lin, to v th mi cho cng ty. Ngoi ra cng ty cng u t xy dng mi nh my Massan Hi Dng, khnh thnh i vo hot ng nh my Masan Ph Quc, ng thi trin khai k hoch ci tin dy chuyn sn xut theo m hnh t ng ha sn xut theo tiu chun GMP/HACCP ti t hp sn xut MSI Bnh Dng. Nh vic quan tm ti pht trin cng ngh trong sn xut cng nh trong nghin cu pht trin sn phm mi m Masan Food lin tc a ra trn th trng nhng sn phm mi p ng c nhu cu lun thay i ca khch hng, to cho cng ty nhng thnh cng mi. 1.2.4 Yu t th trng v ngnh hng a) S lc v th trng m n lin ca Vit Nam Vit Nam c xem l mt trong nhng nc tiu th m n lin nhiu nht chu . Theo d bo ca cc chuyn gia, ngnh sn xut m n lin s tip tc tng trng tc cao, sn lng s tng ln khong 6-7 t gi trong vng 3 nm ti. Hng ti, cc doanh nghip s khng i vo sn xut theo chiu rng m tp trung vo chiu su v a dng ha sn phm vi m gi, m ly, m t, m khng chin, m ti. ng Nguyn Mnh H, Ch tch HQT, Tng Gim c Cng ty Asia Food, cho rng, ngnh cng nghip sn xut m gi ngy cng kh khn hn v c rt nhiu doanh nghip tham gia vo. n nh c gi thnh sn phm, tng tnh cnh tranh, ngoi vic cng ty phi khng ngng u t cc dy chuyn sn xut hin i th nh mc hao ht trong tt c khu phi duy tr mc di 1%. Ngoi yu t cht lng, gi c, m n lin cng ang phi i u vi nhiu sn phm thay th nh cho, ph, min, h tiu, bn b Hu, bn riu cua v cha k cc mn n ti truyn thng Cha k vic qun l cht lng cha c cc c quan chc nng quan tm ng mc nn to c hi cho nhng c s sn xut m nhi nhng thng hiu uy tn m ngi tiu dng khng th phn bit c. M gi tuy khng phi l mt th trng mi m nhng vi mi trng cnh tranh, sng phng, chc chn phn thng s nghing v cc doanh nghip c s u t bi bn, bit lng nghe v a ra nhng sn phm ph hp vi th hiu cng nh ti tin ngi mua. Trn thc t, cuc chin quanh gi m n lin mi ch giai on khi u.

Nu nh trc y, trong nhng nm khan him lng thc, hng ho ca thi k bao cp, th trng m n lin c quy m khng ln nhng hu nh cng khng c cnh tranh, nn phn ln cc thng hiu m n lin thi tip cn vi ngi tiu dng ch yu c tnh tin li v thng qua h thng phn phi ca cc hp tc x thng mi. Th hin nay, th trng bt u bng n v mt xu hng pht trin sn phm mnh m v tip th hnh nh, truyn thng thc s xut hin khi lin doanh sn xut m gia Vifon v mt doanh nghip Nht Bn ra i vo nm 1993. Nhn tng quan, th trng m n lin Vit Nam ri vo tay cc nhn hng c hot ng truyn thng mnh m. Tuy nhin, khng c ngha l c nhn hng no c truyn thng mnh m l gt hi thnh cng m in hnh nh Hello, Ting Vang. Cc thng hiu thnh cng trong lnh vc m n lin phn no to ra c mt gi tr nht nh phc v ngi tiu dng. Bi v th m ta c th thy to c mt chin lc chiu th tht tt v ng cch chnh l cha kha cho vic nm gi th phn trn th trng ca mt doanh nghip. Trc khi Omachi xut hin nm 2007, th trng m gi pht trin gn nh hn lon, khng c phn khc r rng. Cc nh kinh doanh m ch yu vn s dng chin lc tung ra nhiu nhn hng, ngi tiu dng c nhiu s la chn. Acecook Vietnam c cc nhn Ho Ho, Ho 100, Bn Phng, Nht, Sumo, Lu Thi; Asia Food c Gu , Hello, Trng Vng, Osami; Vifon c hng chc loi m mi v. Chin lc ny khin tnh trng cc nhn hng ca cng mt nh sn xut t n vo th phn ca nhau, vng i mt nhn hng tr nn ngn ngi, khng bao lu b trit tiu v dn n mt cuc ua khc lit v gi. Ban u Masan tung ra th trng sn phm m n lin Chinsu, vi thng ip tip th cha my r rng, gi c ngang bng vi nhiu nhn hng trung bnh khc, cng nhanh chng b lt thm trong mt th trng hn n. Tn n khi Omachi ra i, nhn hng ny bt u xoay chuyn tnh th, hng th trng m n lin Vit Nam pht trin theo mt xu th mi, xu th cnh tranh quan tm ti sc khe v khu v ca ngi tiu dng. Vi nhng thng ip marketing cha c tin l, nh vo mi quan tm v sc khe ca ngi tiu dng, sn phm m n lin ca Masan Food li khuy ng th trng. Sau cha y 3 nm c mt trn th trng, Omachi ginh c 15% th trng, nh bt c thng hiu lu i Vifon v mt nh sn xut mnh khc l Asia Food. b) i th cnh tranh ca Masan

Qua i nt v th trng m n lin Vit Nam hin nay, chng ta c th thy y l mt th trng rt tim nng nhng cng cnh tranh rt khc lit, vi nhng i th ng gm nh:
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Cng ty c phn Acecook Vit Nam (Vina Acecook): l doanh nghip lin doanh gia mt doanh nghip Acecook Nht Bn v Vifon Vit Nam, c thnh lp ngy 15/12/1993, l anh c trong th trng m n lin Vit Nam. Vi cc nhn hng c ngi tiu dng c nc tin tng v yu thch nh: Ho Ho, Ho 100 trong phn khc bnh dn v cc nhn hng phn khc trung cao nh nht m gia, Ph Xa v Nay, Sao sng, Min Ph Hng... Vina Acecook hin ang s hu 6 nh my chuyn sn xut cc sn phm m n lin, min n lin, bn n lin, ph n lin, V hn 700 i l phn phi sn phm rng khp trn c nc. Vina Acecook nhn mnh n yu t cht lng c bo chng bi cng ngh Nht Bn. L do tin vo thng ip ca Acecook l kh r rng: Acecook l mt cng ty n t Nht Bn, quc gia sn sinh ra m n lin. Bn cnh , Acecook cn khng ngng ch trng n an ton v sinh thc phm thng qua cc tiu chun cao v cht lng, qun l nh IFS, HACCAP, ISO, cc sn phm ca cng ty lun c thm nh k v cht lng, v sinh an ton thc phm cng nh gi tr dinh dng cao trc khi c a ti tay ngi tiu dng. Chnh nh nhng gi tr ny m cc sn phm ca Vina Acecook t c rt nhiu cc gii thng uy tn, cng nh ng u trn th trng m n lin hin nay, vi th phn khong hn 60%. C th thy cc sn phm phn khc trung cao ca Vina Acecook l i th ng gm ca Massan Food trong th trng m n lin hin nay.

Cng ty c phn thc phm Chu (Asian Food): l doanh nghip 100% vn Vit Nam c thnh lp t nm 1995. Vi 2 nh my ln vi dy chuyn sn xut hin i cng mng li phn phi rng khp khong 300 i l v hng chc ngn im bn l ti cc tnh thnh, c bit l khu vc t Thanh Ha vo ton b khu vc min Nam, tc tng trng 40% - 60% mi nm. Ngay t ban u khi thnh lp, Chu xc nh v th ca cng ty l ngi theo ui nn kh nht qun trong thng ip nh cao ca cht lng lun nhn mnh v my mc nh xng, cng ngh ca Nht Bn. Trong ni bt ln l cc hot ng truyn thng mnh m v tp

trung cho mt nhn hng c th l m Gu vi cc v chua cay rt ph hp khu v ngi tiu dng Vit Nam. Ngoi ra hin nay, ngoi cc sn phm m n lin nh Gu , Trng Vng, Shang- ha th trng bnh dn v Hello th trng cao cp, cng ty cn pht trin thm cc dng hng nh ph n lin v cho n lin hu ht u vi thng hiu Gu , nh l mt s m bo cht lng cho ngi tiu dng. c bit hin nay cng ty ang pht trin mt sn phm mi l m c chua Shang- ha, mt sn phm khng transfat, khng cholesterol, l mt sn phm mi trn th trng vi si m t c chua, cng c ngi tiu dng quan tm. Hin nay Asian Food c th c coi l thng hiu chim th phn th 2, tng ng vi Masan Food, trn th trng m sau Vina Acecook, Asian Food v ang c sc nh hng kh ln ti th trng m n lin cng nh s la chn ca ngi tiu dng.
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Cng ty c phn k ngh thc phm Vit Nam (Vifon): l mt thng hiu c mt lu i nht trn th trng Vit Nam t trc nhng nm 1975. Hin nay cng ty c 3 nh my ln, vi dy chuyn sn xut hin i, chuyn sn xut cc sn phm m n lin, cho v ph n lin, vi cc thng hiu nh Vifon, Ph Gia, T Qu, Vifon li to dng sc mnh t mt thng hiu lu i nht Vit Nam v chng thc c nim tin thng qua mng li xut khu rng khp v c nhng th trng kh tnh, c yu cu cao, sn phm ca cng ty xut hin ti 64 tnh thnh trong c nc, tng s i l 500 i l. Th phn khong 20% th trng sn phm n lin , trong Min Nam chim 60%, Min Bc 40%. C th thy th phn ca Vifon thp hn so vi th phn ca Masan Food nhng y cng l mt trong nhng thng hiu c ngi tiu dng la chn nhiu v uy tn v cht lng sut 45 nm thnh lp v pht trin.

S th phn cn li ca th trng m n lin c chia u cho rt nhiu sn phm ca cc thng hiu khc nh: Si Gn Wevong vi sn phm M Aone cng l mt thng hiu n t Nht Bn v cng c nhng hot ng truyn thng ng k vi s lin tng mnh m t nhng hnh nh m cng ca mt gia nh cng vi s h tr t dng sn phm bt ngt, bt nm mang cng tn thng hiu.. Hay UniPresident l mt thng hiu nc ngoi n t i Loan, li chn cho mnh mt nh v khc. Vi s bo tr ca mt nhn vt c sc ht mnh m khng ch vi b

ni tr, u bp ti hoa Yan, ci tn M vua bp cng to dng cho mnh mt ch ng trn th trng m vn cnh tranh kh khc lit V cn rt nhiu na nhng thng hiu sn phm m n lin c nh hng trn th trng Vit Nam c th trng cao cp, trung cp v bnh dn 1.3 Chin lc chiu th cho dng sn phm m n lin Omachi ca cng ty c phn thc phm Masan trong nm 2010 1.3.1 Bng k hoch chiu th ca cng ty cho dng sn phm m n lin Omachi nm 2010 a) Mc tiu chiu th ca Masan Food cho dng m n lin Omachi nm 2010 Trong nm 2010, Masan Food t ra mc tiu pht trin ca nhn hiu m n lin Omachi l:
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Tip tc duy tr v pht trin dng sn phm hin c ca Omachi loi 80g vi 3 hng v chnh l Sn hm ng qu, Xt b hm, Lu tm chua cay, ch trng ti vic p ng hng cho th trng, trnh tnh trng ht hng nh nm 2009, m rng thm mng li phn phi c th mang sn phm ti tn tay ngi tiu dng mt cch thun li nht.

a ra th trng dng sn phm mi ca Omachi l: Omachi st Spaghetti vi hng v u tin l Xt B. Mc tiu to khu v mi cho ngi tiu dng, to c nhn bit v thu ht s ch cho khch hng, kch thch khch hng s dng sn phm, to nn tng vng chc c th tung ra th trng thm hng v Xt tht bm vo khong u nm 2011.

a thm 1 sn phm mi l h tiu m Omachi v Nam Vang, l s kt hp gia si m khoai ty c trng ca dng sn phm Omachi v si h tiu, to gi tr m thc mi p ng nhu cu khch hng, to c nhn bit, tin tng ca sn phm trn th trng.

a nhn hng Omachi ln v tr thng hiu s 1 trong phn khc th trng cao cp xt v gi tr bn l trong nm 2010. ng thi, a th phn sn phm m n lin

ca cng ty t 20% nm 2009 ln c 40% trong nm 2010, a v tr ca Masan Food ln v tr th 2 trn th trng m n lin Vit Nam. b) Bng k hoch chiu th ca nhn hng Omachi nm 2010 thc hin tt cc mc tiu chiu th c nu trn, cng ty s dng bng k hoch chiu th dnh cho ngi tiu dng nh sau:

Thi gian

Cng c chiu th

Ni dung - TVC qung co m Omachi loi 80g - di TVC 0:30s v 0:15s. - Slogan: sc hp dn khng th chi t - Phng tin truyn thng: HTV7, VTV3, VTV1 - Khung thi gian pht sng: 11h-12h, 17h30-

Qu 1/2010

Qung co

18h45, 20h-22h. - Thi gian qung co: Ngy 1/1/2010 ti 15/1/2010: 30 TVC 0:30s Ngy 20/2/2010 ti 10/3/2010: 20 TVC 0:15s v 5 TVC 0:15s. Ngy 15/3/2010 ti 31/3/2010: 20 TVC 0:15s - TVC qung co h tiu m Omachi loi 75g - di TVC 0:36s v TVC 0:18s. - Slogan: sc hp dn khng th chi t - Phng tin truyn thng: HTV7, VTV3, VTV1 - Khung thi gian pht sng: 11h-12h, 17h3018h45, 20h-22h. - Thi gian qung co: Ngy 20/4/2010 ti 10/5/2010: 60 TVC 0:36s. Ngy 20/5/2010 ti 30/6/2010: 20 TVC 0:36s v 20 TVC 0:18s.

Qu 2/2010

Qung co

Thi gian

Cng c chiu th

Ni dung -TVC qung co m Omachi loi 80g - di TVC 0:30s v 0:15s. - Slogan: sc hp dn khng th chi t - Phng tin truyn thng: HTV7, VTV3, VTV1 - Khung thi gian pht sng: 11h-12h, 17h3018h45, 20h-22h. - Thi gian qung co: Ngy 1/4/2010 ti 20/4/2010: 25 TVC 0:15s Ngy 15/5/2010 ti 30/6/2010: 20 TVC 0:15s v 15 TVC 0:15s. - Hnh thc: tng sn phm dng th h tiu m Omachi cho khch hng.

Khuyn mi

- S lng sn phm tng dng th: 3.000 gi. - Nhn vin pht trc tip ti cc siu th cho khch hng khu vc thnh ph H Ch Minh. - Hnh thc: gim gi trc tip 10% vi sn phm m n lin Omachi 80g cc loi. - Thi gian: 5/4/2010 ti 5/5/2010 - p dng: ti cc siu th v h thng bn l trn c nc. - Hnh thc: Tng 1 gi h tiu m Omachi khi mua 1 lc 5 gi m Omachi. - Thi gian: 15/5/2010 ti 15/6/2010 - p dng ti cc siu th trn c nc. - TVC qung co h tiu m Omachi loi 75g - di TVC 0:36s v TVC 0:18s. - Slogan: sc hp dn khng th chi t - Phng tin truyn thng: HTV7, VTV3, VTV1 - Khung thi gian pht sng: 11h-12h, 17h3018h45, 20h-22h. - Thi gian qung co:

Qu 3/2010

Qung co

Thi gian

Cng c chiu th

Ni dung Ngy 1/7/2010 ti 10/8/2010: 40 TVC 0:18s v 20 TVC 0:36s. Ngy 20/9/2010 ti 30/9/2010: 20 TVC 0:18s. - TVC qung co m Omachi xt Spaghetti loi 84g - di TVC 0:30s v TVC 0:15s. - Slogan: sc hp dn khng th chi t - Phng tin truyn thng: HTV7, VTV3, VTV1 - Khung thi gian pht sng: 11h-12h, 17h3018h45, 20h-22h. - Thi gian qung co: Ngy 20/8/2010 ti 30/9/2010: 60 TVC 0:30s v 35 TVC 0:15s. - TVC qung co m Omachi xt Spaghetti loi 84g - di TVC 0:30s v TVC 0:15s. - Slogan: sc hp dn khng th chi t - Phng tin truyn thng: HTV7, VTV3, VTV1 - Khung thi gian pht sng: 11h-12h, 17h3018h45, 20h-22h. - Thi gian qung co: Ngy 5/10/2010 ti 5/11/2010: 30 TVC 0:30s v 35 TVC 0:15s. Ngy 15/11/2010 ti 20/12/2010: 60 TVC 0:15s. - Hnh thc: tng sn phm m Omachi xt Spaghetti thng qua cuc thi trn website. - Thi gian: 6/12/2010 n 16/1/2011 - p dng ti a ch trang web: http://omachi.com.vn/#/gameshow - Tham gia tr li cu hi gameshow c c hi nhn c 10 gi m n 1 nm dng min ph sn phm m Omachi xt Spaghetti. Sn phm trng thng s c cng ty gi ti tn tay khch hng.

Qu 4/2010

Qung co

Khuyn mi

Thi gian

Cng c chiu th

Ni dung - Hnh thc: khuyn mi gim gi trc tip 10% trn sn phm m Omachi xt Spaghetti. - Thi gian: t 2/11/2010 ti 2/12/2010. - p dng ti h thng siu th thnh ph H Ch

1.3.2

Minh. Phn tch chin lc chiu th ca cng ty c phn thc phm Masan cho dng sn phm m n lin Omachi a) Phn tch cng c qung co Theo bng k hoch chiu th trn chng ta c th thy qung co l cng c chiu th

lun c cng ty s dng xuyn sut cc qu trong nm. Theo tnh ton s b mi thng Masan Food b ra chi ph dnh cho truyn thng qung co l khong hn 200.000 USD. Trong qu 2 v qu 3 nm 2010, cng ty thc hin k hoch a ra th trng 2 dng sn phm mi ca Omachi l H tiu m Omachi v Omachi xt Spaghetti. Chnh v vy m cng tc truyn thng qung co cng ng vai tr quan trng v cn thit hn gip cng ty tng c nhn bit sn phm, cng nh kch thch nhu cu ca ngi tiu dng vi 2 dng sn phm ny. C th thy trong nm 2010, chin lc truyn thng qung co ca cng ty c chia ra lm 2 hng r rng. Th nht l thc hin qung co nhc nh ngi tiu dng cho dng sn phm Omachi thng (loi 80g) tn ti trn th trng. Th hai l qung co to n tng v nhn bit cho 2 dng sn phm mi ca Omachi. Chng ta c th phn tch v 2 hng ca cng c qung co nh sau: Cng c qung co nhc nh ca dng sn phm Omachi thng

Qung co ny c p dng cho dng sn phm Omachi thng (loi 80g) xut hin trn th trng t nm gia 2007. Trong nm 2010 cng ty thay i t bao b, TVC qung co cng nh khu hiu ca dng sn phm ny.
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Mc ch qung co: nhc nh khch hng, cng c lng tin ca khch hng v sn phm, cng nh v khu hiu mi ca sn phm l sc hp dn khng th chi t.

Ni dung chin lc qung co: TVC qung co ca dng sn phm ny trong nm 2010 ch yu tp trung th hin ti cht lng tuyt ho ca nguyn liu, ha quyn

vi cc b quyt tuyt vi to ra mt sn phm c hng v ngon, hp dn, cui ht mi ngi v cng rt tt cho sc khe. Thi lt pht sng ca TVC ny c xem l c tn sut tng i cao vi mc tiu l 75% ngi xem cc knh HTV7, VTV3, VTV1 bit ti khu hiu mi cng nh thng hiu Omachi, s c 75% s ngi xem chn mua dng th sn phm Omachi, v 45% s chn li sn phm ln th 2. Tn sut pht sng ca qung co ny s tng i cao v lin tc qu 1/2010 v t dn qu 2/2010, nhm to n tng v sc mua cho khch hng trong 2 qu ny khi cc sn phm mi cha c tung ra th trng. Cng c qung co gii thiu sn phm Omachi mi

Cng c qung co ny c cng ty s dng cho 2 dng sn phm mi c a ra mt th trng vo qu 2/2010 l H tiu m Omachi v qu 3/2010 l Omachi xt Spaghetti. Cng ty u t rt ln vo chin dch qung co ny gip ngi tiu dng ghi nh 2 sn phm ny.
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Mc ch qung co: to s nhn bit ca khch hng i vi sn phm mi ca cng ty, v khu hiu sc hp dn khng th chi t. T kch thch ngi tiu dng chn 2 dng sn phm mi ny s dng.

Ni dung chin lc qung co: i vi TVC qung co ca H tiu m Omachi, cng ty s dng 2 din vin ni ting l Lng Mnh Hi v Tng Thanh H- hai din vin c xem l cp i kh n v c khn gi yu thch- th hin s ha quyn tuyt vi ca si m Omachi mm v si h tiu Nam Vang truyn thng dai ngon, s mang ti cho ngi s dng s hi lng v cm gic thch th. To n tng cho ngi tiu dng v sn phm kt hp c o mi l ln u tin xut hin ca Omachi. Tn sut ca qung co ny kh cao v c tri di trong qu 2/2010 v qu 3/2010 vi nhng khung gi c ngi xem nhiu trn cc knh HTV7, VTV1, VTV3 nhm to nhn bit cho khch hng 80% ngi xem s bit v nhn bit c c im ca sn phm mi, 70% trong s chn mua v dng th sn phm, 55% trong s s chn li sn phm ln th 2.

i vi TVC qung co ca Omaci xt Spaghetti, ch yu th hin s c bit ca si m trn, dai ngon t khoai ty ha quyn vi xt Spaghetti c lm t c chua ti v tht b bm to ra cho ngi dung tri nghim mt mn m trn theo phong cch tht l hon ho. To s t m v hp dn cho ngi tiu dng v mt sn phm rt mi v l ln u tin xut hin, kch thch cho ngi tiu dng mua sn phm, lm nn tng pht trin thm hng v mi cho dng sn phm ny. Qung co c chiu lin tc trong qu 3/2010 v qu 4/2010 vi tn sut cao gy n tng ln vi ngi tiu dng. Vi mc tiu l 80% ngi xem s bit v nhn bit c c im ca sn phm mi, 70% trong s chn mua v dng th sn phm, 55% trong s s chn li sn phm ln th 2. b) Phn tch cng c khuyn mi Cng nh cng c qung co, th khuyn mi cng l mt cng c ht sc quan trng h tr cho qung co trong chin lc chiu th dnh cho dng sn phm Omachi ca Masan Food. Nm bt c tm l thch khuyn mi ca ngi tiu dng, trong nm 2010, cng ty t chc 2 t khuyn mi ln vo qu 2/2010 v qu 4/2010 vi 2 mc ch nhm cng c v kch thch mua ca ngi tiu dng v kch thch mua dng th ca khch hng dng sn phm mi ca Omachi l H tiu m Omachi v Omachi xt Spaghetti. Chng ta c th thy s th hin r rng ca 2 mc ch ny nh sau:
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Cng c khuyn mi kch thch ngi tiu dng mua

Mc ch khuyn mi: nhm tng doanh s, kch thch ngi tiu dng mua sn phm nhiu hn, ng thi h tr cho qung co gip cng c lng tin ca ngi tiu dng vo sn phm.

Ni dung chin lc khuyn mi: bao gm 2 hnh thc khuyn mi l gim gi trc tip 10% vi sn phm m n lin Omachi 80g cc loi, v tng mt gi H tiu m Omachi khi mua lc 5 sn phm m Omachi. i vi hnh thc khuyn mi trc tip c t chc vo u thng 4 n u thng 5 ca qu 2/2010, y l thi gian c l 30/4 v 1/5, thi im ngi tiu dng s mua sm kh nhiu. Vic t chc khuyn mi ny kch thch ngi tiu dng mua sn phm Omachi, gip tng doanh s tiu th m n lin Omachi ln mc 30% so vi cng k nm 2009. i vi hnh thc tng

H tiu m Omachi khi mua lc 5 gi m Omachi, y l mt cch va kch thch ngi tiu dng mua sn phm m Omachi, gip tng doanh s tiu th hng, va l cch gip ngi tiu dng c th dng th sn phm H tiu m Omachi, to s thch th v nhn bit cho khch hng v sn phm mi. Hnh thc khuyn mi ny c thc hin trong khong thng 5 v thng 6 ca qu 2/2010, tc l sau thi gian khuyn mi trc tip cng gp phn tip tc thu ht ngi tiu dng mua sn phm, tng doanh s cho Massan Food.
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Cng c khuyn mi gip ngi tiu dng th sn phm mi

Mc ch khuyn mi: nhm gip ngi tiu dng tip cn vi sn phm mi ca Omachi l Omachi xt Spaghetti v H tiu m Omachi, cng nh h tr qung co tng nhn bit v sn phm mi ca ngi tiu dng.

Ni dung chin lc khuyn mi: gm 3 hnh thc l tng sn phm dng th H tiu m Omachi, tng sn phm Omachi xt Spaghetti thng qua vic tham gia cuc thi trn website, v gim gi trc tip 10% vi sn phm m Omachi xt Spaghetti. Vi hnh thc tng sn phm dng th s to iu kin cho ngi tiu dng tip cn c vi sn phm mi, c th chn mua sn phm d dng hn. Trong khi vi hnh thc t chc cuc thi trn website vi ni dung xoay quanh ch hng v m v sn phm Omachi xt Spaghetti th s to c s thch th, tng hiu bit cho ngi tiu dng v gi tr ca sn phm, to nhn bit v sn phm cho ngi tiu dng cng nh gip sn phm mi tip cn ngi tiu dng d dng hn. V song song vi vic t chc cuc thi ny l thc hin khuyn mi gim gi trc tip 10% cho sn phm Omachi xt Spaghetti cng l c hi ngi tiu dng dng th i n chp nhn sn phm cng nh tng doanh s bn hng cho cng ty. Thi gian t chc cuc thi v khuyn mi ny ri vo dp cui nm l thi im mua sm tiu dng nhiu. Chnh v th y cng l mt n by gip sn phm c tiu th nhiu hn, v c ngi tiu dng ch nhiu hn.

c) u im v khuyt im ca chin lc chiu th ca cng ty C th thy c rng vic kt hp 2 cng c chiu th l qung co v khuyn mi mt cch hp l v tun t nh vy to rt nhiu li th cho cng ty, gip th phn ca cng ty

trn th trng m n lin nm 2010 tng ln 45% ng th 2 sau Vina Acecook. C th thy rng u im ca chin lc chiu th ny l: vic hoch nh chin lc r rng v tnh ton chi tit gip Masan la chn chnh xc phn khc tiu dng mc tiu cho Omachi. Cng ty c mt k hoch trin khai ng b v chun xc t la chn thi im tung sn phm, hot ng truyn thng ng b ngha l nu qung co i trc nhc nh hay gii thiu sn phm mi th khuyn mi s i sau cng c cng nh kch thch nhu cu tiu th sn phm ca ngi tiu dng, phn b ph hp theo tin cng nh knh i thoi, v cng truyn thng thch hp. Thng ip marketing ca sn phm nh trng mc tiu mong i ca ngi tiu dng v th hin bng mt ngn ng r rng, n gin, d n nhn. Thng hiu cng ty l mt li th khi bit khai thc ph hp. Thi gian ca cc t khuyn mi gim gi cng kh hp l, l vo khong thng 4, thng 5 v cui nm, l nhng khong thi gian tiu dng cn c kch thch mnh nhu cu mua sm ca ngi tiu dng tng, gip tng doanh thu cho cng ty. Truyn thng qung co s dng nhng khung gi c nhiu khn gi v xut hin tn sut cao cng gip cho vic ghi nh v nhn bit sn phm ca ngi tiu dng tt hn. Nhng bn cnh nhng u im ny th chin lc chiu th ca cng ty vn cn mt s thiu st nh t tp trung vo vic PR cho cng ty v sn phm m n lin, bng vic ti tr cc chng trnh hoc t chc cc cuc thi hay gii thiu sn phm mi cng nh thiu vic to s lin kt vi khch hng vi cng ty v vi nhn hng.