Bi tp s 2 - Nhm 4 lp GAMBA01.

X0410 tr Marketing

Mn hc: Qun

Bi tp s 2 - Nhm 4 lp GAMBA01.X0410 Mn hc: Qun tr Marketing

I. Cc thnh vin nhm 4. Lp GAMBA01.X0410

1. Nguyn Quc Dng - Trng nhm 2. Nguyn Vn Qu (75) -ph trng nhm 3. Ng Vn Dng 4. Dng Anh Sn 5. Nguyn Quang c 6. Nguyn Th Xun Ho 7. L Xun Long 8. Nguyn c Ton
II. bi: Xy dng k hoch Marketing cho sn phm b tng thng phm ca Cng ty c phn xy dng Vinaconex 21.

Bi lm
I. Tm tt tng th: Thc hin s nghip cng nghip ha hin i ha t nc do ng ta khi xng. Trong nhiu nm qua ng,Nh nc, Chnh Ph u t nhiu vn xy dng c s h tng, k thut, u t cc khu cng nghip , khu th trn khp c nc tc th ha ngy cng c nng cao, d bo nm 2010 t 33% v nm 2025 s t >45% c nc hin c nhiu cng trnh xy dng v hn 2500 d n khu cng nghip, th ang xy dng th H Ni hin nay c nhiu cng trnh do nh nc , thnh ph u t xy dng v hn 850 d n khu th do cc ch u t huy ng vn xy dng. Khu vc pha ty h ni l khu vc c nhiu cng trnh , d n khu th c xy dng nht ( Ring qun H ng l 150 d n , khu th ang c xy dng) nhu cu b tng thng phm khu vc ny hin nay l gn 300.000 m3/ thng. Nm bt c nhu cu b tng thng phm thng 3/ 2006 cng ty c phn xy dng vinaconex 21 u t mt dy chuyn cng ngh sn xut b tng thng phm cng sut 60 m3 / 1h phc v cng trnh do cng ty thi cng . n nay u t thm 6

Bi tp s 2 - Nhm 4 lp GAMBA01.X0410 tr Marketing

Mn hc: Qun

trm cng sut 60m3 /h nng tng cng xut b tng thng phm ca cng ty hin nay ln 420 m3/ h . Chin lc thm nhp th trng ca cng ty l xc nh mt phn khc th trng tim nng nht trin khai thnh cng ri sau m rng hot ng ra khp vng ( m trng im l khu vc ty H Ni) sau d l cc tnh ln cn Cng ty thi cng cng trnh K hoch Marketinh ca cng ty phn tch y cc yu t cng ty xc nh th trng mc tiu l cc doanh nghip trong tng cng ty vinaconex, cc d n cng nghip dan dng pha ty H Ni nh r s khc bit v b tng thng phm ca cng ty sn xut v cung cp ra th trng l Cht lng, Kp thi,hiu qu Ly khch hng l trng tm pht trin. K hoch marketinh ny cng nu r k hoch hnh ng v cc d ton chi ph lin quan gip cng ty t c mc tiu Marketinh b tng thng phm ca mnh. II. Phn tch tnh hnh: 1. Phn tch mi trng - cc yu t PEST 1.1. Mi trng kinh t v x hi, chnh tr v php lut. Trong nhng nm qua tc th ho nc ta din ra ngy mt mnh m. Theo s liu thng k ca V Kin trc quy hoch xy dng (B Xy dng), tc th ho ca Vit Nam tng mnh, t l th ho nm 1999 l 23,6%, nm 2004 l 25,8%, d bo nm 2010 tng ln 33% v n nm 2025 s t 45%. Nhu cu vt liu xy dng ni chung v b tng thng phm ni ring phc v cc cng trnh xy dng l ht sc to ln, theo thng k ca ban u t tng Cng ty C phn Vinaconex nhu cu b tng thng phm ca cc cng trnh xy dng pha Ty H Ni, hng thng cn khong 300.000 m3/ 1thng. 1.2. Mi trng cng ngh: Hin nay c 2 loi dy truyn cng ngh gi c hp l sn xut v cung cp b tng thng phm l: Dy truyn loi bng ti, v dy truyn gu kp ca cc nc : c, Nht, Trung Quc v Vit Nam, gn y c dy truyn Trm trn b tng theo cng ngh Mi trng sch u tin c lp t ngy 26/7/2009 ti ng Anh H Ni. Cng sut 90 m3/h, tuy nhin gi thnh rt cao gn 500.000 USD, nn dy truyn ny cha c ph bin nc ta. Trong nc vn ph bin s dng 2 loi dy truyn truyn thng ni phn trn. Trm trn b tng thng phm sn xut v cung ng b tng ra th trng c pht trin mnh t khong nm 1998 tr li y, hin nay rt ph

Bi tp s 2 - Nhm 4 lp GAMBA01.X0410 tr Marketing

Mn hc: Qun

bin cc cng trnh xy dng, cnh tranh c cc n v sn xut v cung cp b tng thng phm ch yu to s khc bit thng qua kinh nhgim, nng lc, gi c v cht lng dch v chm sc khch hng, y cng l mt trong nhng c s Cng ty C phn Vinaconex 21, lp k hoch Marketing pht trin sn phm trong th trng cnh tranh. 2. Phn tch trm trn b tng thng phm ca Cng ty c phn Xy dng Vinaconex 21. a. gii thiu v cng ty c phn vinaconex 21 - Cng ty c phn Xy dng Vinaconex 21 c thnh lp t nm 1969 c tr s ti Ba La Phng Ph La Qun H ng H Ni, ngnh ngh kinh doanh ch yu: + Thi cng xy lp cc cng trnh: Giao thng, thu li, dn dng v cng nghip, cp thot ncvv.. + u t xy dng pht trin cc khu cng nghip, khu th, kinh doanh bt ng sn. + Sn xut v cung ng b tng thng phm, cc loi vt liu xy dng. - Hin nay Cng ty gm 1.724 ngi; gm 4 phng ban; 15 i thi cng xy dng 01 x nghip kinh doanh tng hp, 01 xng b tng thng phm c thnh lp thng 3/2006. Ban u c mt trm b tng thng phm lp t cc cng trnh Ch H ng, cng sut 60 m3/ h, cung co b tng thng phm thc hin thi cng cng trnh ch H ng H Ni . n nay Xng b tng c u t v pht trin thm 4 trm b tng thng phm vi cng sut hin nay l : 420m3/h (gm :Trm b tng thng phm H ng- H Ni cng sut 120m3/h, trm b tng thng phm Sn Ty H Ni cng sut 60m3/h, trm b tng thng phm Bc Ph Ct Thch Tht H Ni cng sut 120 m3/h, trm b tng thng phm thnh ph Thanh Ho tnh Thanh Ha cng xut 60 m3/h, trm b tng thng phm oan Hng tnh Ph Th cng sut 60m3/h.) Tng s cn b cng nhn vin trong xng b tng thng phm ( gm 5 trm b tng thng phm l : 85 ngi) b.S cng ngh trm trn b tng Np , ct vo phu cha Vt liu 3 ngn

Bi tp s 2 - Nhm 4 lp GAMBA01.X0410 tr Marketing Ct

Mn hc: Qun

s l cha xi

Ct

Nc

Ph gia

Xi mng

My tnh

Cn in t

Ni trn

Xe chuyn tr B tng

Din gii qu trnh sn xut b tng thng phm -Trnh t sn xut b tng bng trm trn t ng nh sau: +.Ct liu (Si, ct.)c my xc lin tc vo khoang cha ca thit b trn v c dn ti thit b nh lng. +. Xi mng , nc c bm ti thit b nh lng qua cc ng ng. +. Thit b nh lng t ng cn , ong tng loi vt liu trc khi a ra ni trn . Kt qu cn ong c ghi nhn (T ng)vo giy t c sn trong thit b . +. Ni trn hot ng theo chng trnh ci t. +. Sau khi trn thi gian quy nh , b tng c x vo bn cha ca xe chuyn ch b tng . +. Qu trnh sn xut mt m b tng (1m3 b tng thng phm )c thc hin trong thi gian khong 1 pht. +. Qu trnh hot ng ca thit b trn c ngi vn hnh th hin trong nht k trn b tng +. Hot ng trong ngy ca trm trn c t trng t vn hnh ghi chp trong nht k trm trn b tng +. i vi xe chuyn ch c dung tch 6.0 m3 qu trnh c thc hin 6 ln (t khi cn ong n khi x b tng vo bn cha ca xe)

Bi tp s 2 - Nhm 4 lp GAMBA01.X0410 tr Marketing

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+. kt qu cn ong ca tng m b tng v khi lng ca xe vn chuyn c my tnh t ng ghi chp v th hin trong biu mu +. Nhn vin kinh doanh ph trch qu trnh giao nhn b tng phi xc nhn v qun l phiu giao b tng trong qu trnh thc hin hp ng. 3. Phn tch th trng v khch hng: 3.1. Tng quan chung v th trng - Gii thiu v sn phm b tng thng phm: b tng thng phm c sn xut v cung cp vi dy truyn cng ngh t ng ho v h thng khp kn, nguyn vt liu u vo c tuyn chn t cht lng tt, ng u, iu c bit ca cng ngh ny v t l cp phi chun 100% t ct, , xi mng n ph gia v nc, do b tng c ng nht cao, cht lng lun m bo tt, trong xy dng nh cht lng t chun nn b tng thng phm c chy ko di thi gian, gip d dng thao tc khun mu theo mc ch ca cng trnh, v vy hin nay b tng thng phm c dng rt ph bin trong cc cng trnh xy dng, dn dng cng nghip, giao thng, thu li, vi tc tng trng hng nm trong ngnh xy dng t 15 - 20% nh hin nay ngy cng c nhiu cng trnh, nhiu d n, khu cng nghip c xy dng nhu cu b tng thng phm l lt ln . 3.2. Th trng b tng thng phm khu vc pha Ty H Ni. Theo bo H Ni mi ra ngy 27/5/2011, c nc hin c khong 2.500 d n ang c trin khai xy dng, trong th trng H Ni c khong hn 850 d n vi 75.189 ha xy dng. ang trin khai xy dng khu vc qun H ng hin ti c gn 150 d n ang xy dng. Theo s liu ca ban u t tng cng ty Vinaconex kho st, hng thng nhu cu cung cp b tng thng phm cho cc d n, cng trnh pha Ty H Ni l gn 300.000 m3/thng, y qa l nhu cu rt ln y tim nng cho cc nh sn xut v cung cp b tng thng phm. Nhng d n u t xy dng ln nh: Khu cng nghip Bc An Khnh, Nam An Khnh, Khu th Dng Ni, Khu th Ngc Lip Quc Oai, khu th La Kh H ng, Khu th Vn Qun H ng..v..v.. c Trm b tng thng phm, cn cc d n l ca cc ch u t khc nh: To nh cao 28 tng Cng ty t vn Thu Li H Ty (c), To nh cao 30 tng Cng ty Chn ThI Bnh, Khu th Vn

Bi tp s 2 - Nhm 4 lp GAMBA01.X0410 tr Marketing

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Qun ang thi cng 3 to nh cao 30 - 35 tng , 2 ta nh cao 39 tng cng ty xut nhp khu H Ty, Ta nh cao 30 tng cng ty bia Quang Trung.v..v.Khng c trm b tng thng phm. Danh sch mt s trm b tng thng phm v mt s D n ln pha Ty H Ni TT Trm B tng cng sut V tr a Th trng im 1 2 3 4 Trm B tng An Khnh cng Km 10 + 00 i Khu th Bc 1 sut 120 m3/h (2 my trn l Thng Long An Khnh v cc 60m3/h) ni khc Trm B tng Vimeco cng Km 4 + 150 i Khu th Bc sut 450m3/h (2 my l Thng Long An Khnh; 2 3 3 45m /h; 6 my 60m /h) th M nh v cc ni khc Trm B tng Sng - Vit Km 8 + 200 i Khu th 3 3 c cng sut 240m /h (4 l Thng Long Nam An Khnh 3 my 60m /h) Trm B tng Cng ty c Km 8 + 00 i l Khu th phn u t v XD Sng Thng Long Nam An Khnh 4 cng sut 120m3/h (2 my v cc ni khc 3 3 60m /h; 6 my 60m /h) Trm B tng Vinaconex 12 Khu cng ngh Khu cng ngh 5 cng sut 180m3/h (3 my cao Ho Lc cao Ho Lc 60m3/h) Trm B tng Vinaconex 4 Khu cng Khu cng 3 6 cng sut 60m /h (1 my nghip Bc Ph nghip Bc Ph 60m3/h) Ct Ct Trm B tng chi nhnh pha Km 18 + 00 i Cc Cng ty Ty l Thng Long thuc i l - Cng ty c phn b tng a phn Thng Long a 7 Xun Mai cng sut huyn Quc oai bn huyn 120m3/h (2 my 60m3/h) H Ni Thch Tht, Quc Oai H Ni 8 Trm B tng thng phm Cng ty C phn Vinaconex 21 Phng Ph Khu vc pha - Khu vc Sn Ty (Ph- Thnh Sn Ty Ty H Ni

Bi tp s 2 - Nhm 4 lp GAMBA01.X0410 tr Marketing

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ng Ph Thnh cng sut 60m3/h) - Khu vc Bc Ph Ct: 120m3/h - Khu vc H ng: 120m3/h - Khu vc Thanh Ho: 60m3/h - Khu vc Phc Th: 60m3/h Khu th Vn Qun - H ng - Hin c 2 Trm b tng thng phm cng sut 60m3/h = 12m3/h Khu th Xa La - H ng - Hin c 1 Trm b tng cng sut 60m3/h Khu th La Kh - H ng (Do Sng - Thng Long l ch u t) - Hin c 3 Trm b tng = 180m3/h Khu th Dng Ni - H ng (Do Tp on Nam Cng l ch u t) - Hin c 3 Trm b tng thng phm = 180m3/h Khu th Vn Ph H ng H Ni - Hin nay c 3 trm b tng thng phm cng sut 180m3/h

Khu vc huyn Thch Tht H Ni H ng H Ni

Khu vc pha Ty H Ni Khu vc pha Ty H Ni TP Thanh Ha TP Thanh Ha TP Vit Tr Ph oan Hng Ph Th Th

Khu th Vn Khu th Vn Qun H ng Qun H ng

Khu th Xa Khu th La H ng H La H ng Ni Ni Khu th La Khu th Kh H ng Kh H ng Ni

Xa H La H

Khu th D- Khu th Dng Ni H ng Ni H ng H Ni ng H Ni

Khu th Vn Khu th Vn Ph H ng H Ph H ng H Ni Ni

Theo phn tng hp cc bng trn, th nhu cu b tng thng phm cc d n ang thi cng, mc d cc ch u t c Trm b tng thng phm, hoc mt s d n l ca cc ch u t song cng khng cp b tng thng phm m phi i mua b tng ngoi

Bi tp s 2 - Nhm 4 lp GAMBA01.X0410 Mn hc: Qun Bi : u ng tr Marketing u Nhu c b tng th phm vkh nng cung cp b tng th phm ca Cng ty CP Vinacone 21 khu vc T HNi ng x y
2

98

Cng ty cp Vinaconex 21 cung cp (2%) Cc n vkhc cung cp (98%)

thi cng, vi li th cc trm b tng thng phm gn cc d n, cc cng trnh xy dng nn trong cc nm qua Cng ty k hp ng cung cp nhiu b tng thng phm cho cc ch u t.

- Cng ty c phn Vinaconex 21 cung cp b tng thng phm khu vc pha Ty H Ni 6000 m3/ thng = 2% - Cc n v khc cung cp b tng thng phm khu vc pha Ty H Ni 294.000m3/ thng = 98 % 3.3. Nhng yu t quyt nh ca sn phm b tng thng phm i vi khch hng. Vic u t mt trm b tng thng phm vi cc d n ln hoc va l vic khng kh. Song do khng c mt bng (cc d n din tch nh, mt bng cht) hoc do khu ti chnh, qun l, nn mt s d n u phi cn nhc, u t ph hp, hoc t mua b tng bn ngoi, va bo m tin , cht lng, tit kim chi ph u t, gim gi thnh sn phm, mang li hiu qu kinh t cao cho ch u t, bng cch t mua b tng thng phm nhng doanh nghip sn xut chuyn nghip, cng ngh sn xut tin tin, c u vo

Bi tp s 2 - Nhm 4 lp GAMBA01.X0410 tr Marketing

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nguyn vt liu ch ng (C c s sn xut cung ng nguyn vt liu v.v... c ly vn chuyn hp l, dch v bn hng tt v.v) 4. Phn tch cnh tranh. phn tch cnh tranh trong th trng sn xut v cung ng b tng thng phm, chng ta da theo 3 bc: + Bc 1: u tin l xc nh i th cnh tranh; + Bc 2: Xem xt phng thc sn xut, cung ng ca i th cnh tranh; + Bc 3: nh gi im mnh, im yu ca i th cnh tranh. Th trng sn xut v cung ng b tng thng phm, c rt nhiu i th cnh tranh. Cc i th cnh tranh gm cc cng ty trong v ngoi nc, cc cng ty t cp thp n cp cao khc nhau. Cc i th cnh tranh ni ln nh cc Cng ty n t nc ngoi nh: Cng ty Sunway ca Innxia ( H ng H Ni), .vv Cc Cng ty ny c th phn thnh nhm vi cc im mnh, im yu sau y.

c ao c p

c p t r ung b nh

c p t hp

Cao cp: Cng ty b tng Sunway ca Innxia, ..v..v.. kinh nghim v nng lc tt, cng ngh tin tin, cht lng thit b tt, cht lng sn phm tt. Nhng im yu l gi thnh qu cao, phm vi cung cp khng rng (khng c trm b tng thng phm lp t ti cng trnh xy dng xa tr s chnh cung cp ngay b tng cho cng trnh, m ch c trm mt ch c nh), bn hng cn cng nhc cha linh hot, khi nhn tin theo hp ng cc t cp mi cung cp b tng. - Cp trung bnh: Ch yu l cc Cng ty trong nc, im mnh ca cc Cng ty ny l kinh nghim tt, cng ngh tin tin, cht lng sn phm m bo yu cu ca khch hng, chnh sch bn

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Bi tp s 2 - Nhm 4 lp GAMBA01.X0410 tr Marketing

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hng linh hot, c cc trm b tng thng phm di ng, nu khch hng c cng trnh xa tr s chnh, sn sng lp t trm di ng n cung cp ngay hin trng thi cng ca khch hng. Song im yu l gi thnh cn cha hp l, thit b sn xut b tng nhp khu nhiu nc, cha tht s c ng ngay khi khch hng yu cu. - Cp thp: Gm cc trm b tng nh l, ch yu phc v thi cng cc cng trnh do mnh l tng B, hoc l ch u t d n mang tnh nh l, im mnh l gi c cnh tranh, nhng im yu l nng lc kinh nghim cha tt, khng c thng hiu uy tn, nhiu vn v cht lng h thng sn xut, cung cp. III. Phn tch c hi v vn : S dng phng php phn tch SWOT phn tch c hi v vn . im mnh im yu

- H thng sn xut cung cp b tng thng - Mt s loi my mc phm cu cng ty hot ng c hiu qu t thi cng i theo trm nhiu nm nay c uy tn vi khch hng khch hng v b tng thng phm - Thng hiu b tng thng phm ca cng ty c cp giy chng nhn ISO 9001: - Mng li Marketing v 2008 cc a phng: Ph Th, Thanh Ha - Cht lng b tng thng phm t tiu chun Vit Nam v cc tiu chun khc khi khch hng yu cu - L mt trong nh cung cp c i ng cn b cng nhn vin lnh ngh tn tu vi cng vic, lun coi khch hng l s 1, c trm sn xut be tng thng phm di ng, nu khch hng yu cu lp t xa c s chnh. C hi ln v tng trng hng nm cao. e do/ thch thc thng phm ngy - Th trng b tng thng phm c nhu cu - Sn phm b tng bn sn phm cn - Gi c canh tranh Thnh ph H Ni v hot ng cha u b tng nh: Xe ch b cn thiu. - Cng ty ang l nh cung cp c uy tn vi tng, xe bm b tng

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Bi tp s 2 - Nhm 4 lp GAMBA01.X0410 tr Marketing

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- B Xy dng, Chnh ph ngy cng c cng ph bin, c nhiu thng t, Ch th tho g kp thi cho nhiu i th cnh cc nh u t xy dng cng trnh xy tranh ngy cng khc dng, d n u t khu cng nghip, khu lit. th - Sn phm b tng thng phm ngy cng c nng cao cng , phc v cho thi cng cc cng vic phc tp m trc y trong xy dng cn phi l thp nh: B tng ng sut trc cng cao, cc vch. IV. Mc tiu Marketing a. nh ngha v Marketing + nh ngha mang tnh x hi cu Kotler. Marketing l mt qu trnh qun l mang tnh x hi, nh cc c nhn v tp th c c nhng g h cn v mong mun thng qua vic to ra, cung cp v trao i t do nhng hng ha v dch v c gi tr vi nhng ngi khc. + i vi cc doanh nghip:(nh ngha hn hp). Marketing l mt hot ng nhm tm ra cc gii php cung cp ra th trng, sn phm p ng nhu cu ca khch hng sao cho doanh nghip c li .

b. Mc tiu Marketing ca Cng ty v vic sn xut cung

cp ra th trng sn phm b tng thng phm trong nhng nm ti l: + Tn dng li th cc im mnh hin c ca Cng ty v sn xut, cung cp b tng thng phm chim lnh th trng t mc tiu th phn trong 5 nm ti 2011 2015 l 4% (Th trng pha Ty Nam H Ni, hin nay mi t 2%). + M rng th trng sn xut, cung ng b tng thng phm ra cc tnh bn nh: Ph Th, Thanh Ha.v.v.. . + Mc tiu doanh thu nm 2011 t 74,4 t VN (Tng trng 20% so vi nm 2010), tc tng trng cc nm tip theo t t nht l 20%. V. Chin lc Marketing: 1. Phn on th trng.

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- Phn on th trng l chia th trng ra thnh nhng nhm ngi mua ring bit c cc c im v nhu cu tng i ging nhau. - Phn on th trng gip cho doanh nghip c th pht trin mt chng trnh Marketinh ring bit cho mt on th trng la chn. - Nh phn tch trn, Cng ty ly phn on th trng truyn thng cung cp b tng thng phm l cc cng trnh, d n u t xy dng pha Ty H Ni, khch hng mc tiu l cc d n xy dng, cc Cng ty xy dng trong tng Cng ty c phn xy dng Vinaconex. ng thi do nhu cu sn xut, Cng ty c cc Trm trn b tng thng phm lu ng sn sng p ng nhu cu ca khch hng cc a phng khc, va phc v thi cng cc cng

B u i
trnh ca Cng ty, va phc v nhu cu ca khch hng nh : Ph Th, Thanh Ha, sp ti l Qung Ninh. Cng ty c phn Vinaconex 21 cung cp b tng thng phm : + Cho khu vc pha Ty H Ni = 90% + Cho cc a phng : Thanh Ha , Ph Th = 10%

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t ht r ng b t ng Th ng phm ph t h n i 300.000m h ng a y 3/t

b t ng Th ng phm c ng t y c p vinac onex 21 c ung c p ph t h n i a y 6.000m3/t h ng

V nh v trn th trng so vi cc i th canh tranh. - Sn phm b tng thng phm ca Cng ty: Khng cnh tranh cng phn khc th trng vi cc nh cung cp trong ton thnh ph H Ni, do c ly vn chuyn xa trn 50 km. Do cc a phng ny hin nay cc cng trnh xy dng, d n u t nh l, nhu cu cung cp t m ch yu tp trung pha Ty H Ni, c ly nh di 50 km, c rt nhiu cng trnh, d n ln ang ng lot khi cng xy dng, ng thi cc a phng Cng ty ang thi cng nh: Ph Th, Thanh Ha, cc a phng ny, tc xy dng th ha cao, nhu cu v b tng thng phm ln, ngoi vic phc v thi cng cng trnh ca Cng ty cn d cng sut, m bo cung cp cho khch hng, m rng th trng kinh doanh ca mnh qua kho st cc a phng ny, s nh cung cp b tng thng phm cn t, kinh doanh cha linh hot v gi cng nh phng thc thanh ton, y l mt tim nng ln cho Cng ty, nu bit p dng chin lc Marketing v phng thc kinh doanh hp l.

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c ht l ng

b t ng c ng t y c p vinac onex 21

b t ng t p c c n v n c ngoi

c c n v c p b t ng c p t hp

0
gi c

2.nh v sn phm: 2.1. nh v s khc bit ca sn phm : Sn phm b tng thng phm ca Cng ty s mng in su gi tr l. Cht lng, kp thi, hiu qu. Trong chin dch xc tin vi khch hng, ba yu t ny s c nhn mnh ni bt to s khc bit so vi i th cnh tranh khc.

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Bi tp s 2 - Nhm 4 lp GAMBA01.X0410 tr Marketing

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- Cht lng: Theo tiu chun, quy phm ca Vit Nam, m bo tiu chun v b tng thng phm, cc khch hng yu cu vi cc loi cng b tng, t thp n cao. - Kp thi: rt ngn thi gian thi cng, cng nh tit kim chi ph cc khch hng lun lun quan tm n sn phm yu t cung cp kp thi, bt k thi gian ngy cng nh m, vi i ng cn b cng nhn c tay ngh cao, my mc thit b hin i ng b, tinh thn phc v tn tnh lun ly khch hng lm tng tm, nn Cng ty lun lun p ng nhu cu ca khch hng, bt k thi im no to thng hiu ch tn vi khch hng. - Hiu qu: y l yu t Cng ty vi khch hng lun lun quan tm, vi phng chm lun coi khch hng l trng tm, nn sn phm cung cp cho khch hng p ng cht lng kp thi, em li hiu qu cho khch hng v tng doanh thu hng nm cho Cng ty. Vi dy truyn cng ngh hin i, ng b, t ch c ngun nguyn vt liu u vo nh: Cng ty c m khai thc ( Xun Mai H Ni). X nghip khai thc ct ( Chm T Lim H Ni), cc i tc cung cp vt liu khc cho Cng ty nh: Xi mng, Ph gia, lun n nh kp thi, dn n chi ph vt liu u vo th trng thp hn cc nh cung cp b tng thng phm khc t 2 - 3 %, i ng cn b cng nhn vin c o to bi bn, chuyn nghip, tn tnh c thi lm vic chuyn nghip, nn sn phm b tng thng phm ca Cng ty thng thp hn cc nh cung cp khc t 4 - 5% dn n sn phm b tng thng phm ca Cng ty lun c khch hng tin tng, quan tm em li hiu qu cho khch hng v Cng ty . 3. La chn chin lc Marketing (Marketing Mix - 4P). 3.1. P1 sn phm: L mt trong 4 bin s quan trng ca Marketing Mix (M hnh truyn thng), sn phm c ngha quan trng vi Cng ty, doanh nghip sn xut v sn phm sn xut ra khng p ng c nhu cu, mong mun ca khch hng th khch hng khng mua, dn n sn xut thua l, nh tr chnh v vy sn phm b tng ca Cng ty lun lun phong ph v chng loi, m bo cc loi cng t thp n cao, qua sn xut cung cp cho khch hng c khch hng ghi nhn, p ng nhu cu mong mun ca khch hng. - Sn phm b tng thng phm ca Cng ty chia ra thnh 2 nhm linh hot cung cp l:

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Bi tp s 2 - Nhm 4 lp GAMBA01.X0410 tr Marketing

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+ Nhm 1: Cc Trm b tng thng phm c nh (H ng, Sn Ty, khu cng nghip Bc Ph Ct) cung cp cho khch hng khu vc H Ni, trng im l khu vc pha Ty H Ni. + Nhm 2: C cc Trm b tng thng phm di ng lp t sn xut v cung cp cho khch hng theo n t hng ca khch hng ti cng trnh khch hng ang thi cng, ng thi m rng th trng cung cp ra cc khch hng xung quanh, nh : Ph Th, Thanh Ha ,cc i tc cung cp nguyn vt liu u vo cho cc trm ny Cng ty la chn cc nh cung cp chuyn nghip, gi c hp l m bo n nh ngun vt liu u vo. Phm vi cung cp b tng thng phm. + khu vc H Ni (trng im l cc cng trnh, d n u t pha Ty H Ni). + Cc a phng: Ph Th, Thanh Ha, theo n t hng ca khch hng lp t trm trn b tng thng phm ngay ti cng trinh thi cng ca khch hng.

- Chi ph vn hnh , sn xut b tng thng phm: l mt yu t

cu thnh ln gi thnh sn phm, nn Cng ty c bit quan tm n chi ph vn hnh, sn xut b tng thng phm lm cho gi sn phm hp l, mang li hiu qu cho khch hng v Cng ty. 3.2. P2, Gi c - Xc nh gi: L yu t khch hng lun lun quan tm cht lng sn phm tt, gi c cao khng mang li hiu qu hp l cho khch hng, dn n doanh thu ca Cng ty thp, chnh v vy i ng cn b cng nhn vin chuyn nghip, tn tnh, bit tit kim cc chi ph hp l, my mc thit b hin i, ng b, tiu hao in nng gim, Ch ng ngun nguyn vt liu u vo dn n sn phm b tng thng phm ca Cng ty thng thp hn th trng t 4 - 5% to ra gi c hp dn vi khch hng. - Phng thc thanh ton: Ty theo tng khch hng m Cng ty a ra hnh thc thanh ton ph hp vi nhng khch hng kh khn v ngun vn Cng ty p dng cho tr chm 50% t 1 - 3 thng, vi khch hng c vn thanh ton Cng ty thanh ton sn phm sau khi hon thnh cung cp, t 10 - 15 ngy. 3.3.P3 Phn phi

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Bi tp s 2 - Nhm 4 lp GAMBA01.X0410 tr Marketing

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Sn phm b tng thng phm ca Cng ty c cung cp ra th trng ti nhng im lp t trm trn b tng thng phm ca Cng ty ng trn a bn H Ni nh: + Trm b tng thng phm: 120m3/h lp t ti ph T Hiu qun H ng, H Ni. +Trm b tng thng phm: 60m3h lp t ti khu th Ph Thnh Sn Ty, H Ni +Trm b tng thng phm: 120m3/h lp t khu th Bc Ph Ct Thch Tht, H Ni +Trm b tng thng phm: 60m3/h lp t ti ng ba oan Hng, Ph Th +Trm b tng thng phm 60m3/h lp t ti cng trnh i Siu th BigC Thanh Ha, Thnh ph Thanh Ha. Cc trm ny u c s in thoi, s Fax, s in thoi di ng ca cn b ph trch khch hng tin lin h, hnh thc cung cp (phn phi) trc tip t cc trm n khch hng, khng thng qua i l phn phi. 3.4. P4. Xc tin. Sn phm b tng thng phm ca Cng ty, cung cp cho khch hng pha Ty H Ni v cc a phng (Ph Th, Thanh Ha) c s lng khch hng khng nhiu v c th xc nh c tng i tng khch hng, nn cch thc quan trng nht ca xc tin thng mi cho sn phm l lm vic trc tip. - Lm vic trc tip + Lp danh sch v thng tin c th ca khch hng + nh gi nhu cu v tim nng ca tng khch hng + Lp k hoch kho st hin trng xy dng, k hoch cung cp b tng thng phm vi khch hng. + Ln k hoch cung ng, chm sc cc khch hng tim nng sau mi chuyn lm vic trc tip vi khch hng. - Cc hot ng xc tin h tr khc. + Ngoi lm vic trc tip vi tng khch hng Cng ty ln k hoch thc hin mt lot cc hot ng h tr sau. + Qung co lin tc trn Website ca Cng ty.Website: Vinaconex 21.vn, Email: Vinaconex 21@gmail.com, in thoi : 0433516391, Fax 0433516391, in thoi ca xng b tng : 0988343434, 0985885143,0975722739

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Bi tp s 2 - Nhm 4 lp GAMBA01.X0410 tr Marketing

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+ T chc hi ngh khch hng, mi khch hng n thm quan Cng ty, thm Trm b tng thng phm ca Cng ty ti khu vc pha ty H Ni, ti cc a phng: Thanh Ha, Ph Th, , kinh ph d tr hng nm: Gm 100 lt ngi tng kinh ph chi ph 100 x 1.000.000 = 100.000.000, ng. + In n pht hnh qung co v b tng thng phm ca Cng ty bao gm: Gii thiu v Cng ty, ngnh ngh kinh doanh, tin ch ca vic dng b tng thng phm, cng ngh sn xut, cch thc cung ng phng thc thanh ton..v..v.. vi kinh ph in n pht hnh hng nm. 1.000 n phm x 100.000 = 100.000.000, ng + lp phiu iu tra phng vn khch hng v nhu cu, cht lng cung cp b tng thng phm 1000 phiu iu tra x 10000 ng/ phiu = 10.000.000 ng - Kt qu t ra cho nhng chng trnh xc tin. + Tt c cc khch hng tim nng u bit n Cng ty, bit n kh nng sn xut v cung ng b tng thng phm ca Cng ty v cc im khc bit ni tri ca vic cung ng, sn xut b tng thng phm ca Cng ty. + sau cc cuc hi ngh khch hng, cc cuc tip xc , pht hnh n phm qung co b tng thng phm. Pht hnh phiu iu tra phng vn khch hng Cng ty nm bt c c hi tip cn khch hng, tin hnh cho gi cnh tranh vi tt c cc cng trnh xy dng, d n u t ca khch hng ti khu vc H Ni v cc a phng Ph Th, Thanh Ha VI. Chng trnh hnh ng. 1.Cng ty cng xng b tng n nh t chc ca tt c cc Trm b tng thng phm ca Cng ty ng pha Ty H Ni v cc a phng Ph Th, Thanh Ha, giao k hoch sn xut kinh doanh hng nm cho cc trm trn b tng thng phm, giao nhim v cho cc trm b tng thng phm cng vi Phng K hoch k thut Cng ty, c nhn lc thc hin k hoch Marketing b tng thng phm hng nm, u mi ch o cng tc ny l trng Phng K hoch k thut, Xng trng Xng b tng v cc trm trng trm b tng, cc cn b lm cng tc Marketing phng k hoch k thut, cc trm b tng thng phm. Bo co kp thi vi Ph gim c cng

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Bi tp s 2 - Nhm 4 lp GAMBA01.X0410 tr Marketing

Mn hc: Qun

ty ph trch kinh doanh ra chnh sch pht trin sn xut, cung ng b tng thng phm hp l.

S mng li Marketing b tng thng phm

Ph gim c cng ty ph trch kinh doanh

Trng phng k thut cng ty

Trng phng k thut cng ty

Cn b ph trch kinh doanh + Marketinh

Trm Trng trm b tng Tp cng sut 120m 3/h H ng

Trm Trng Trm b tng Tp cng sut 60m3/ h Sn Ty

Trm Trng Trm b tng Tp CS 120 m3/h Khu CN bc Ph ct Thch

Trm Trng Trm b tng Tp cng sut 60m3/ h oan hng Ph

Trm Trng Trm b tng Tp cng sut 60m3/ h TP Thanh Ha

Cn b ph trch kinh doanh +

Cn b ph trch kinh doanh

Cn b ph trch kinh doanh +

Cn b ph trch kinh doanh +

Cn b ph trch kinh doanh

khu vc H ng, Sn Ty, khu cng nghip Bc Ph ct H Ni, khu vc oan Hng Phc Th, Siu th BigC Thanh Ha, Thnh ph Thanh Ha, mi trm c b phn bn hng v Marketing t 2-3 ngi, phng k hoch k thut cng ty c b phn marketting c t 1-2 ngi

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Bi tp s 2 - Nhm 4 lp GAMBA01.X0410 tr Marketing

Mn hc: Qun

. Xng trng b tng,trm trng trm b tng , trng phng k hoch k thut giao nhim v cho cn b Marketing ca phng ca trm lm cng tc Marketing b tng thng phm. Vic thnh lp v n nh cn b Marketing l vic lm thng xuyn, ngay t khi thnh lp Phng K hoch k thut, Xng, trm b tng thng phm. 2. Lp phiu iu tra phng vn khch hng nh gi ton b cc thng tin v th trng, nhu cu s dng b tng thng phm ca khch hng phc v vic lp k hoch hnh ng tip theo. Thi gian thc hin xong trong qu IV ca nm trc (S lng 1.000 phiu iu tra). 3. Thc hin cc cng vic xc tin sn xut cung ng b tng thng phm c lp ngay t u qu I ca nm tip theo (Qu I/2011). Bng 5: Bng thc hin cc cng vic xc tin v xy dng knh phn phi b tng thng phm T T u vic S ng l- Ni dung Bt u Kt thc
Qung png co phm sn 1 ca qu - Qung co Ti nhn mnh s Website khc bit ca Cng ty sn phm b tng phm T chc hi ngh Ti H Mi khch Qu c v I/2011 hng Cng K ty 100.000. hoch khch hng tham Ni v hng cng Phng 000 k thut Xng B. tng Phng hoch K Qu k I/2011 Phng hoch ty K 100.000. k 000 thng Phng hoch ty k k phm b tng th- 1 ln

Ngi thc Chi ph - hin (VN)

thut cng

Cng ty ti Website Cng ty

quan Cng ty, Trm cc B tng thng a phng phm

khch

tim nng mi

In n phm qung 1.000 co sn phm b n tng thng phm phm ca Cng ty

thut Cng ty cng Xng B

thut Cng

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Bi tp s 2 - Nhm 4 lp GAMBA01.X0410 tr Marketing tng tp Cng ty Lp phiu iu 1.000 B phn Qu X- IV/2010 b B cc

Mn hc: Qun

phn 10.000.0 00 Trm b 210.000. 000

tra khch hng v phiu

Marketing Cc Trm

Marketing trn tng

nhu cu b tng iu thng phm Tng cng cc chi ph nm xc tin/1 tra

ng b tng + tng tp

VII. Phn tch ti chnh - Doanh thu v chi ph : Doanh thu d kin nm 2011 = 74,4 t VN (Tng trng so vi nm 2010 l 20%). - Tng chi ph: + Chi ph xc tin + Chi ph lng CBCNV + Thu cc loi + Khu hao + Li nhun sau thu (8.5%) VIII. Kim tra gim st: 1. Cng ty thng xuyn kim tra cht lng thc hin k hoch Marketing (Kim tra Phng K hoch k thut, Xng B tng thng phm l 2 n v c Cng ty giao thc hin). Phn khc khch hng c s lng khng nhiu, nn vic kim tra vic thc hin k hoch Marketing c giao cho Ph Gim c Cng ty ph trch kinh doanh, nh k 3 thng/1 ln tin hnh kim tra, b phn c giao thc hin. Ngoi ra sau mi ln t chc s kin xc tin, hoc i xung hin trng xy dng (Ni cung cp b tng thng phm) gp g khch hng, nghe khch hng phn nh v: Sn phm, cht lng, gi c..v..v.. ca b tng thng phm c kt c s thay i ph hp, gip cho vic cung cp b tng thng phm ngy cng hon thin t hiu qu cao. 2. Sau mi t cung cp b tng thng phm, cn b Marketing t = 0.21 t ng = 5. t ng = 6.8 t ng = 4.7 t ng = 5.73 t ng + Chi ph gi vn v cc chi ph khc = 52.26 t ng

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Bi tp s 2 - Nhm 4 lp GAMBA01.X0410 tr Marketing

Mn hc: Qun

rm b tng pht hnh phiu thm d kin khch hng pht huy im mnh, im yu ca vic cung cp sn phm b tng thng phm cho khch hng, ng thi kim tra vic thc hin k hoch xc tin sn phm c t hiu qu hay khng, t nh gi hiu qu ca cc hot ng , bo co kp thi vi Ph Gim c ph trch kinh doanh c s iu chnh cho ph hp. 3. Thng xuyn kim tra chi ph cho chin lc Marketing c ng vi d ton chi ph ban u hay khng. 4. Kim tra cht lng sn phm b tng thng phm thng xuyn, ng thi kim tra cht lng i ng nhn s c giao nhim v Marketing lm vic c hiu qu, khch quan khng, c k hoch o to, b tr cho ph hp vi nhim v sn xut, cung ng sn phm b tng thng phm. 5. Cng ty c ch khen thng ng vin khen thng kp thi i vi mng li Marketing lm vic c hiu qu mang li li ch cho cng ty v khch hng .
Ti liu tham kho :

- Gio tr qun tr Marketing Chng trnh o to thc s qun

tr kinh doanh quc t nm 2011 i hc GRIGGS

- Bo H Ni mi s ra ngy 27/5/2011 - WWW.google.vn/ b tng thng phm

S liu thng k ca v kin trc quy hoch B Xy Dng S liu iu tra b tng thng phm ca ban u t xy dng tng cng ty c phn vinaconex

- Bo co kt qu sn sut kinh doanh nm 2010 ca xng b

tng, phng k ton cng ty c phn vinaconex 21

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