LI M U

Trong nhng nm gn y, khi m nn kinh t ca Vit Nam tng trng khng ngng v i sng ca ngi dn v th cng c nng cao th nhu cu s dng xe my cng tng ln theo . Th nhng chic xe my by gi khng ch l mt phng tin i li thng thng m hn th na n cn xem nh l mt vt c tc dng lm p, nng cao gi tr ca ngi s dng i km l nhiu tnh nng hin i v phi tit kim nhin liu mt trong nhng tiu ch hng u khi la chn mt chic xe my trong thi bui gi xng tng cao. Nm bt c nhu cu ca th trng, Honda Vit Nam lin tc ci tin, sng to ra nhng dng sn phm mi, p ng nhu cu ca tng loi i tng s dng. Hin nay trn th trng Vit Nam c khng t cc hng sn xut xe my ang cnh tranh nhau mt cch khc lit nh: Honda, Yamaha, Suzuki, SYM, Piaggio, Tuy nhin, trong s th Honda l chim u th hn c vi hn 50% th phn (nm 2009), hnh nh chic xe my gn lin vi thng hiu Honda, bng chng l khi ni n xe my, ngi dn Vit Nam hay gi l Honda ch khng gi l xe my. Thng hiu Honda i su vo tim thc ca ngi dn Vit Nam. C c s thnh cng nh ngy hm nay l nh vo bn tay ti hoa cng vi tm huyt, s n lc ht mnh ca ton th nhn vin Honda m trc ht l Soichiro Honda, cha ca Tp on Honda Motor. c m em li s tin li, thoi mi v tit kim chi ph thi thc Soichiro Honda sng to ra nhng sn phm vi cht lng c th ni l t n s hon ho. Mt trong nhng mt lam nn thanh cng cua Honda nh hm nay thi khng th khng nhc chin lc marketing. Trong o, chin lc san phm ong gop mt phn rt ln. Mat khac thi moi ngi chi quen bit n Honda vi chic xe may a hoan chinh, it ai quan tm n cac chinh sach lin quan va iu gi tao nn s c bit cua chic xe o. V th nhom 7 chon tai:Phn tich chinh sach san phm dong xe may cua cng ty Honda Vit Nam nghin cu v tm hiu v chinh sach san phm ca Honda Vit Nam va c mt ci nhn su sc hn v s
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thnh cng ca Honda Vit Nam ni ring trn th trng Vit Nam v ca Tp on Honda trn ton th gii. Tuy nhin y l ti u tin ca nhm nn khng trnh khi nhng thiu st nht nh, mong qu thy c xem xt b sung thm ti nhm em hon thin hn. Ni chinh cua bai bao gm: Chng 1: Tng quan v Honda. Chng 2: Phn tich chinh sach san phm tai cng ty Honda Vit Nam. kt lun Chng 3: nh gi v mt s xut cua nhom v chinh sach san phm cua cng ty Honda Vit nam

CHNG I TNG QUAN V HONDA

1.1 Gii thiu chung v Honda 1.1.1 Tp oan Honda Nu nh ngi M t ho c Henry Ford th ngi Nht li t ho v Soichiro Honda, ngi sng lp ra cng ty Honda cng ty s 1 th gii v sn xut mt. Khng ch trong lnh vc cng nghip t c bit l lnh vc xe my, ngy nay khng th thiu c cc sn phm ca Nht Bn m thng hiu Honda l s mt. Honda l tp on quan trng hng u th gii, s 1 v sn xut m t v ng th 7 v sn xut t. Hin nay, Tp on Honda tr s chnh ti Tokyo, Nht Bn, c 95 nh my sn xut t ti 34 nc trn th gii vi gn 100.000 cng nhn. Trung bnh mi nm Honda cho xut xng 5,5 triu xe my v 2,3 triu xe t. Ngoi ra, tp on cn cung cp hn 3 triu sn phm hng cng nghip khc nh my nng nghip, ng c tu thu. 1.1.2 Cng ty Honda Vit Nam. Vo nhng nm 90 ca th k trc, nn kinh t ca Vit Nam ang dn pht trin, i sng ngi dn ngy cng c ci thin. i i vi s pht trin l nhu cu i li ca ngi dn ngy cng cao, bng chng l s lng xe gn my qua s dng c nhp t Nht Bn hay mi sn xut nhp t Thi Lan ang tng dn. Nhn thy Vit Nam s l mt th trng tim nng, Cng ty Honda Motor quyt nh xm nhp th trng ny. Bng chng l s ra i vo nm 1996 ca Cng ty Honda Vit Nam mt Cng ty Lin doanh vi 3 i tc l:

Cng ty Honda Motor Nht Bn(gp 42% vn). Cng ty Asia Honda Motor ti Thi Lan(gp 28% vn). Tng Cng ty My ng Lc v My Nng Nghip Vit Nam( gop 30% vn).

Vi tng vn u t l 209.252.000 USD, cng ty bt u i vo hot ng v n ngy 6/12/1997 cho xut xng chic xe u tin mang tn Super Dream. Ngy 14/ 3/1998, Honda Vit Nam khnh thnh nh my th nht ti Phc Thng, Phc Yn, Vnh Phc. Nh my c cng sut 1 triu chic/nm, to vic lm cho 3.560 lao ng vi s tin u t xy dng l 290.427.084 USD, y c nh gi l mt trong nhng nh my ch to xe my hin i nht trong khu vc ng Nam , nh my ca Honda Vit Nam l minh chng cho nh u t nghim tc v lu di ca Honda ta th trng Vit Nam. Giai on 1996-2006 nh du s pht trin thn k ca Honda Vit Nam, nhanh chng chim lnh th trng. Ngy 6/4/2005,Honda Vit Nam xut xng chic xe th 2 triu. S lng khng ngng tng ln i km vi l cht lng lun c m bo. Tt c cc sn phm ca Honda Vit Nam u t tiu chun Honda ton cu, tiu chun ngnh, TCVN, tiu chun th gii Ngy 6/5/2002, Honda Vit Nam xut khu chic xe my u tin sang Phillipin, nh du s m rng th trng sang cc nc khc trong khu vc. Vi nhiu u im v cht lng, mu m cng vi uy tn ca thng hiu Honda nn vic chim lnh th trng trong nc l tt yu. Nhm p ng nhu cu ngy cng gia tng ca khch hng Vit Nam, Honda Vit Nam quyt nh u t m rng sn xut, nng cao sn lng ti th trng Vit Nam. Thng 8 nm 2008, nh my xe my th hai chuyn sn xut xe tay ga v xe s cao cp vi cng sut 500,000 xe/nm c khnh thnh ti Vit Nam. iu c bit ca nh my xe my th 2 chnh l yu t thn thin vi mi trng v con ngi. Theo , nh my ny c xy dng da trn s kt hp hi ha v hp l nht cc ngun nng lng t nhin l: Gi, nh sng v Nc. Tng vn u t cho nh my ny l 65 triu USD. Tnh n thi im hin ti, tng cng sut sn xut ca c 2 nh my xe my l 1,5 triu xe/nm, a Honda Vit Nam tr thnh mt trong nhng nh my sn xut xe my ln nht ti khu vc v trn ton th gii. Theo thi gian, sn phm ca Honda Vit Nam cng ngy cng a dng hn, p ng nhu cu a dng ca ngi dn: thi trang, tit kim nhin liu, sang trng, tin ch... Trong qu trnh sn xut v kinh doanh,
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Honda Vit Nam cng khng qun mc tiu ci thin cht lng cuc sng cho ngi dn Vit Nam thng qua cc hot ng x hi lin quan n cc lnh vc: mi trng, an ton, gio dc v hot ng t thin. Nhng chng trnh ny lun c s hng ng nhit tnh ca x hi, n c nh: Ti yu Vit Nam. Vi nhng ng gp ca mnh, Honda Vit Nam c vinh d nhn bng khen ca Th tng Chnh Ph (3/2001), bng khen ca y ban An ton Giao thng Quc gia (8/2003), Hun chng Lao ng hng ba (7/2005) 1.2 Muc tiu hoat ng cua Honda Vit Nam Mc tiu lu di: Phn u 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 trin ca cng ty phi lun gn lin vi li ch chung ca x hi. 15 nm pht trin ti Vit Nam, Honda Vit Nam lun n lc v hnh phc v an ton ca ngi Vit. Thng ip Ti yu Vit Nam v nhng hot ng trong chng trnh Ti yu Vit Nam chnh l thay li mun ni ca Honda Vit Nam. Vi ng lc v mong mun , 15 nm qua, Honda Vit Nam lin tc phn u cung cp cho khch hng Vit Nam nhng sn phm t cht lng Honda ton cu, hp thi trang v gi c hp l, 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 lc. 1.3 Tm nhin, s mnh cua Honda Vit Nam. 1.3.1 Tm nhin Pht trin mt trit l c xy dng trn nhng kinh nghim ca mt k s thc t, Soichiro Honda to ra mt vn ha doanh nghip s i lm vic hng ti mc tiu ca mnh - khng c g t hn l tr thnh v cn li nh sn xut ng c tt nht th gii.

Cht lng trong tt c cc cng vic - hc tp, suy ngh, phn tch,

nh gi v ci thin Cc sn phm ng tin cy v thi gian, vi s xut sc v nht qun . Giao tip tt hn - lng nghe, hi v ni chuyn

1.3.2 S mnh Duy tr mt quan im ton cu, Honda l dnh ring cung cp cc sn phm cht lng cao nht, nhng mt mc gi hp l cho s hi lng ca khch hng trn ton th gii. Nhim v ca Honda Tin hnh lun lun c tham vng v s tr trung Tn trng l thuyt m thanh, pht trin cc tng mi, v lm cho

hiu qu s dng hu ht thi gian Thng thc lm vic v khuyn khch giao tip ci m Phn u khng ngng cho mt dng chy hi ha ca cng vic Hy bao gi tm n gi tr ca nghin cu v n lc

CHNG 2 PHN TICH CHIN LC SAN PHM TAI CNG TY HONDA VIT NAM.
2.1 Phn tich cac yu t mi trng anh hng n s phat trin cua Honda Vit Nam. 2.1.1 Mi trng vi m 2.1.1.1 Kinh t Th trng cn c sc mua v cng chng. Sc mua hin c trong nn kinh t ph thuc vo thu nhp hin ti, gi c, lng tin tit kim, n v kh nng c th vay tin. Nn kinh t ca Vit Nam ang nm trong nhng nn kinh t ang pht trin, v ang trong qu trnh cng nghip ho, hin i ho. Thu nhp ca ngi dn l 1.160 USD (cui nm 2010) v ngi dn thnh th c thu nhp cao hn ngi dn nng thn l 2,04 v thu nhp ca ngi dn tc thiu s ch bng 40% so vi trung bnh c c nn vic chi tiu cho mt chic xe gi cao khng phi l la chn ti u. Thm yu t v vn ho, a hnh ca tng vng min th quyt nh s dng sn phm ca ngi dn cng b chi phi. Gi c trong sinh hot do lm pht th ngy cng tng ln do ngi dn c xu hng tht cht chi tiu, vi xu hng li sut vay ngn hng gim xung, Honda VN a ra nhng chnh sch bn sn phm ph hp nh mua tr gp trong thi hn, to iu kin thun li nht cho ngi dn tip cn vi sn phm ca mnh. 2.1.1.2 Chinh tri, phap lut. Vit Nam c anh gia la mt trong nhng mi trng chinh tri binh n nht th gii, la mt mi trng an toan yn tm cho cac doanh nghip u t. Lut u t va lut Doanh nghip co hih lc t 1/6/2006 tao iu kin m rng quyn t do kinh doanh, thu hut u t t nhn, tng cng c ch hu kim va tao mt sn chi binh ng cho moi thanh phn kinh t.
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Vic gia nhp vao WTO nm 2007 a cai cach manh me chinh sach thu cua Vit Nam. Co 812 dong thu c ct giam, giam bt nhiu thu tuc tao iu kin thun li cho doanh nghip trong o co cng ty Honda Vit Nam. Theo cam kt gia nhp WTO t ngay 31 thang 5 nm 2007, Vit Nam phai d bo quy inh phn bit i x cho nhp khu, phn phi va s dung i vi xe may co dung tich co ng c 175 cm3 tr ln. Thu nhp khu xe may phai giam t 100% vao thi im gia nhp xung con 70% vao nm 2012, phu tung cac loai giam t mc 50% xung 35-45% vao nm 2010. ng thi t ngay 01/01/2009 Vit Nam phai m cua cho cac doanh nghip nc ngoai c trc tip nhp khu va phn phi xe may nhp khu tai thi trng trong nc. Thu nhp khu giam vi vy cac doanh nghip trong nc cn chu ng lin kt vi nhau nng cao nng lc canh tranh. Vic bai bo u ai thu nhp khu theo ty l ni ia hoa a gy kho khn cho cac doanh nghip san xut va kinh doanh xe may nhng y la yu cu khach quan cua hi nhp va phat trin thi trng, cng cu h tr cho cac doanh nghip. S dung chinh sach u ai thu cho cac nganh u tin nh c khi, ch tao. T o se gian tip h tr cho nganh san xut xe may vi vic nhp linh kin gia thp. Va vic hoan lai thu thu nhp nu doanh nghip dung li nhun vao u t cho cng ngh va u t cho phat trin xe may. Vi tinh hinh chinh tri va nhng u ai v thu, Honda Vit Nam phai i mt vi nhiu i thu canh tranh trong va ngoai nc. Vi vy, Honda cn phai nng cao cht lng va cai tin v kiu dang san phm va thc hin tt theo h thng quan ly cht lng ISO 9000-2001. 2.1.1.3 Vn hoa, xa hi. Theo thng k vo thng 7/2011 th dn s Vit Nam l 90.549.390 ngi, ng th 14 trn ton th gii vi mt dn s phn b khng u ti cc tnh

thnh trn c nc. c bit tp trung ch yu ti cc thnh ph ln, sm ut nh H Ni, Tp H Ch Minh. Gia nh Vit Nam thng l mt h gia nh truyn thng t 2 ti 3 th h bao gm ng b, cha m v con ci, iu ny cng nh hng rt nhiu ti nhu cu tiu dng sn phm ca Honda. Vic mua xe trong gia nh c rt nhiu kin a ra do s khc nhau v quan im v th h. Nhng ngi ln tui thng ch trng vo vic m bo an ton v chi ph l thp nht, tuy nhin nhng ngi tr tui li quan tm ti mu sc, kiu dng v tnh nng ca xe. Vi nhng dng xe ca Honda VN xut hin trn th trng hin nay l nhng thit k nhm vo nhng nhm khch hng ring bit ca tng sn phm. Nh Air Blade l dng xe vi kiu dng v tnh nng ni bt, hin i dnh cho gii tr, cc dng xe khc nh Wave RSX dnh cho nhm tiu dng sn phm c cht lng v gi c trung bnh. 2.1.1.4 T nhin nhim mi trng ang l vn gy nhc nhi trn ton th gii. Vic lm gim i nhng tc ng nguy him ti t, nc, khng kh l iu ng quan tm ca doanh nghip sn xut. Mi trng t nhin bin i gy nhiu nh hng ti doanh nghip rt nhiu phng din khc nhau. u tin l nguyn liu, ngun nguyn liu c th tn dng t thin nhin ngy cng cn kit. Hu qu mang n u tin l chi ph nng lng tng ln, nhng chi ph v in nng tng t bin lm gim li nhun t c. Cc vt liu sau khi s dng nh nha tng hp...gy nhim mi trng, cht thi cng nghip ang l vn m cc doanh nghip cn ch trng, t tm ra nhng cht liu s dng ch to sn phm thn thin vi mi trng. V hin nay ti cc thnh ph ln th vic tc ng vo cc gi cao im xy ra rt thng xuyn, vic s dng phng tin i li l xe but hoc cc phng tin cng cng thay cho phng tin c nhn l rt nhiu. Xu hng ny c ng h cn v gip bo v mi trng th v tit kim chi ph ca ngi dn. iu ny cng l mt kh khn tc ng ln ti doanh nghip. Vic Honda cn a vo th trng nhng dng xe tit kim nhin liu s c

cng chng n nhn rt nhit tnh bi gim bt c chi ph v xng du v bo v mi trng mt cch tch cc. 2.1.1.5 Cng ngh Cuc sng v nhu cu ca con ngi thay i tng ngy, c bit l nhu cu v cng ngh. Cch y hn 10 nm ti Vit Nam, khi cng ngh cha pht trin ngi ta i hi mt ci xe my l phng tin i li n thun l nhanh hn xe p. Tuy nhin, ngy nay vi cng ngh pht trin, con ngi c nhu cu cao hn t cht lng, kiu dng, tnh nng p dng cng ngh cao nh phun xng t ng, iu khin t xa, kh nng tng tc...cng ngh thay i theo tng giy, tuy nhin, ng trn th trng Vit Nam c bit l vi sn phm xe my, ngi Vit coi y l sn phm mang tnh lu di do vic thay i cng ngh l cn thit nhng cng khng qu cp bch. Mt dng xe ra i cng tn ti c trn th trng trong mt thi gian t 1,5 n 2 nm nu n c p dng cng ngh cao. Vic u t thay i v cng ngh v nhn din c xu hng thay i ca cng ngh l yu t mang li s thnh cng rt cao. Do , ngn sch nghin cu v pht trin cng ngh li l mt con s ng quan tm m doanh nghip phi i mt. V xu hng vn ho ca gii tr Vit Nam cng thay i rt nhiu, mong mun c s hu nhng chic xe ni bt v ph hp c tnh ang c gii tr th hin. Nm bt c iu s gip doanh nghip tip cn gn hn vi gii tr hin i trong nhng sn phm ca mnh. 2.1.2 Mi trng vi m 2.1.2.1 c im khach hang muc tiu cua cng ty 2.1.2.1.1 Nhu cu, s thch ca khch hng Trong cuc sng hng ngy ca con ngi i li l mt nhu cu khng th thiu. V vy mt chic xe my l vt dng rt cn thit trong cuc sng ca mi ngi. Ngoi ra, khi quyt nh mua mt chic xe my cn th hin c tnh ca mnh. V d mt n sinh vin th mun c mt chic xe my nh gn ph hp vi

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la tui. Nhng nu l mt chng trai th li mun chic xe mnh ang i phi tht th thao, th hin c s mnh m ca mnh. Bn cnh cng c nhng ngi i xe theo thi trang th hin ng cp ca mnh. H thay i xe khi c mt modern mi xut hin d chic xe c vn cha h. Nhn chung, ngi tiu dng mun mua mt chic xe my bn, cht lng cao.bn cnh kiu dng xe cng rt quan trng, kiu dng phi p, thi trang v tin ch. Vi gi xng ngy mt tng cao nh hin nay th ngi tiu dng cn mong mun mt chic xe gn my tit kim nhin liu mc ti a. 2.1.2.1.2 Thi quen mua xe my Phn ln ngi Vit Nam c thi quen s dng xe my ph hp cho cng vic v l phng tin c nhn i li hng ngy nn khi khch hng mun la chn cho mnh mt loi xe ph hp tha mn nhng nhu cu. Thng thng v xe my l mt ti sn c gi tr kh ln nn trc khi quyt nh mua xe ngi tiu dng thng tham kho kin bn b, ngi thn, kinh nghim bn thn nhiu ln mua xe trc. Theo thi chung ca nhiu ngi th ngi tiu dng thng mua xe i l chnh hng. V tm l chng ta cho rng mua xe a l chnh hng s m bo hn v cht lng v bn. Do vy khi ngh ti Honda Vit Nam ngi tiu dng ngh ngay ti i l do Honda y nhim HEAD. Ngi tiu dng hon ton c th tin tng nhng i l chnh hng ny . 2.1.2.1.3 Xu hng Khi quyt nh mua mt chic xe gn my ngoi kiu dng l yu t quan trng th nhng tnh nng m mt chic xe ga mang li nh : khng phi sang s khi khi ng, khng phi dng thng bng chn m dng thng hon ton bng tay, c cp ng ln tin li,ngi tiu dng dn dn c xu hng chuyn sang dng xe ga thay v xe s.

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Nm c nhu cu, ng c, thi quan mua ca ngi tiu dng Honda Vit Nam cho ra i nhng sn phm xe my nhm ti tt c mi ngi dn, mi tng lp. i vi tng dng sn phm xe my, cng ty Honda Vit Nam u c nhng th trng mc tiu ca n. i vi dng xe Super Dream th th trng mc tiu m Honda hng ti l nhng ngi tui trung nin. Dng xe Future hng ti nhng ngi c thu nhp kh tr ln v mang phong cch th thao. Cn i vi dng xe Ware th th trng m Honda nhm ti l nhng ngi c thu nhp kh tr xung v c phong cch tr trung, th thao. V cui cng l dng xe ga th Honda nhm ti gii tr hin nay, nhng ngi c mt phong cch tht thi trang, tht tr trung. 2.1.2.2 Cac i thu canh tranh trn thi trng cua Honda Vit Nam. Hin nay co kha nhiu cng ty xe gn may tham gia vao thi trng nay. Co th k n nhng cng ty xut hin sm va chim thi phn tng i ln nh: Yamaha, SYM, Suzuki... Co nhng nhan hiu xut hin sau nhng thm nhp kha nhanh vao thi trng nh KYMCO, Piaggio va cac hang xe may Trung Quc vi mc gia kha re lam cho thi trng xe may tr nn si ng va phc tap. 2.1.2.2.1 Cng ty Yamaha Motor Vit Nam: Yamaha Motor Vit Nam bng mi n lc tr thnh mt thnh vin tch cc ca cng ng Vit Nam, nhanh chng gp phn vo s pht trin ca ngnh cng nghip Vit Nam trong lnh vc xe my. Phng chm ca Yamaha l hng vo th trng v hng vo khch hng. Vi phng chm ny, cng ty s p ng mong i ca khch hng v cht lng sn phm cng nh dch v sau bn hng. Cc dng sn phm hin nay ca Yamaha Vit Nam cng a dng, mi sn phm u hng n mt nhm khch hng nht nh v l i th cnh tranh trc tip vi Honda Vit Nam: Nouvo( Nouvo LX, Nouvo RC), Mio( Mio Maximo, Mio Ultimo), Luvias, Cuxi, Exciter( Exciter RC, Exciter GP), Jupiter,

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Sirius, Taurus. Cc sn phm ca Yamaha Vit Nam c u im: kiu dng, mu sc tr trung, my mnh 2.1.2.2.2 Cng ty Suzuki Motor Vit Nam: Gn lin vi c tnh ng tin cy v chnh hiu, Suzuki hin l thng hiu c nh gi cao ti hn 190 nc vi nhiu dng sn phm a dng. Khng ngng n lc, Suzuki chp nhn thch thc trong vic ci tin cng ngh nhm a ra nhng sn phm tinh t em li nhiu cm xc cho ngi s dng. Nhng sn phm ca Suzuki c cht lng cao vi kiu dng hin i nn cng l mt i th khng km phn nguy him mc d th phn xp sau c Yamaha. Cc sn phm hin ti ca Suzuki gm c: Hayate 125, Amity 125, SkyDrive, X-bike 125, Smash. 2.1.2.2.3 Cng ty SYM La doanh nghip kinh doanh xe may, ly nhu cu thi trng lam chinh, co tc tng trng nhanh tai thi trng Vit Nam, c bit ch trng th trng nng thn. Xe may thng hiu SYM la san phm cua VMEP(Cng ty Hu hn Ch to Cng nghip v Gia cng Ch bin hng Xut khu Vit Nam). VMEP c thnh lp nm 1992, ban u do 100% vn u t ca Tp on CHINFON, l cng ty kinh doanh ch to xe my u tin Vit Nam, v do Cng nghip San Yang cung cp k thut v thit k VMEP l doanh nghip xe my c vn u t nc ngoai c cp Giy php u t v xy dng nh my sm nht ti Vit Nam, cy su bm r ti Vit Nam hn 19 nm, c kinh nghim th trng v k thut sn xut phong ph, hiu r s thch ca ngi tiu dng Vit Nam. Cac san phm hin nay cua SYM bao gm: Dong xe tay ga: Shark 170, Shark 125, Joyride, Enjoy, Elizabeth EFI, Elizabeth, Attila Victoria. Dong xe s : Angle, EZ, Elegant.
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2.1.2.2.4 Cng ty KYMCO( Hoa Lm Vit Nam) KYMCO c chinh thc thanh lp vao thang 7/1964, tng vn u t tai ai Loan ln ti 180 triu USD, doanh thu mi nm ln n trn 700 triu USD. Trong chin lc phat trin, tp oan KYMCO rt chu trong n thi trng Vit Nam, inh hng xy dng tai Vit Nam Trung tm san xut va ch tao phuc vu cho toan vung ng Nam A va xut khu sang mt s nc Chu u nh c, Phap, Y KYMCO chinh thc u t vao Vit Nam t u nm 2005 thng qua hp ng ki kt hp tac vi Cng ty C Phn Xe May Hoa Lm thanh lp lin doanh. Cac san phm cua Kimco Vit Nam: Dance, Yockey, Solona, Zing, Vivio, XO 2.1.2.2.5 Cng ty Piaggio Piaggio la cng ty san xut xe may vi kiu dang c in c san xut tai Y. Cng ty nay nhp khu v Vit Nam cac loai xe cao cp, thi trang kiu c in. Vi dong xe c bit nay a c nhng ngi su tp xe c rt a thich. Ngoai ra con co nhng kiu dang rt thi trang, mt s kt hp gia cu va mi rt n tng. Cac san phm cua Piaggio: Liberty, Fly, Zip, Vespa( Vespa LX, Vespa GTS), LXV 125, Nevada Classic 750, California Vintage. 2.1.2.3 Cac i thu canh tranh tim n Trong khi nhiu quc gia trong khu vc, th trng xe my tr nn bo ho v ang c chiu hng i xung th Vit Nam, th trng ny vn y tim nng.iu ny khng ch th hin vic nhiu DN tip tc tng cng sut thi gian gn y m cn c bn quy hoch pht trin ngnh cng nghip xe my n nm 2020 va c B Cng Thng ph duyt. Do tnh hp dn ca ngnh ny nn khng ch cc DN ang hot ng trong ngnh tp trung pht trin, m n lun c nhng i th cnh tranh tim n c th
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tham gia vo th trng ny, i thu tim n cua Honda co th cac doanh nghip san xut xe may thi trng nc ngoai nh Trung Quc, Thai Lan va cac cng ty nc ngoai nhp khu xe may 2.1.2.4 Nha cung cp Do nganh cng nghip h tr cua Vit Nam cha phat trin va mt phn do s khan him v vt liu, mt s phu tung nn Honda gp kha nhiu kho khn trong vic mua linh kin. Rt it doanh nghip Vit Nam san xut phu tung xe may va phai nhp t cac doanh nghip nc ngoai. Thng cac nha cung cp linh kin nh Kyosin thng da vao vic cu vt qua cung ep gia. Vi du nh chic xe Wawe c n 80% linh kin ni a ha, nhng n gi hng Honda vn tm mua hai b cng tc xe my ni tay cm, b kha c. Tc l n gi Vit Nam vn cha sn xut c nhng linh kin ny. i din hng Honda cho bit, lu nay cng ty Honda Vit Nam vn phi nhp cc linh kin ny t Thi Lan, i Loan. Thm ch, b khp c xe my ch l tm kim loi c hnh dng bnh thng, nhng cc nh u t Nht vn cha tm c nh cung cp Vit Nam. 2.1.2.5 San phm thay th. p lc cnh tranh ch yu ca sn phm thay th l kh nng p ng nhu cu so vi cc sn phm trong ngnh, thm vo na l cc nhn t v gi, cht lng , cc yu t khc ca mi trng nh cng ngh, t nhin Trong tinh trang ket xe nh hin nay, xe buyt co th se la la chon cua ngi tiu dung. Va xu hng phat trin cua t nc di chuyn bng xe may khoi bui, bt tin do vy mt phn se la chon taxi. Bn canh o, tinh trang nhim mi trng do giao thng ma chu yu Vit Nam la do xe may mang lai, khach hang se u tin hn cho cac xe it khi thai CO nh xe may in, xe ap 2.2 Phn tich chinh sach san phm cua cng ty Honda Vit Nam. 2.2.1 Kich thc tp hp san phm
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Trong dng sn phm xe my ca Honda Vit Nam c chia thnh 2 loi chnh: xe tay ga v xe s.

Xe tay ga: Air Blade, Click, Spacy 125cc, Lead, SH. Xe s: Super Dream( Super Dream mi, Super Dream Deluxe, Super Dream Plus), Future Neo, Future Neo GT, Future Neo FI, Super Dream, Ware RS, Ware RSX, Ware RSV, Ware S, Ware Anpha. a dng ha sn phm l mt chin lc hu hiu nhm lm mi mnh, tng

doanh s bn, m rng th phn v nng cao kha nng cnh tranh. Vi nh hng a dng ha sn phm Honda Vit Nam c rt nhiu sn phm ph hp vi la tui, gii tnh, tnh hnh kinh t ca mi gia nh ty thuc vo nhu cu mi i tng s la chn cho mnh loi xe ph hp. Mi loi xe c nhiu mu, mu sc th hin c tnh ca ngi i xe. Do vy sn phm ca Honda c mi ngi yu thch. Bng nh hng nh vy khi mt ngi c nhu cu mua xe h s ngh ngay ti hng xe Honda. V khi mua sn phm ca Honda s rt d dng la chn loi xe ph hp cho mnh. 2.2.2 Nhan hiu san phm t tn thng hiu l mt quyt inh v cng kh khn v quan trng. N ch c t 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 Thng hiu l mt ti sn c xy dng t lu i nn khng th no thay i mt cch ty tin. Cc nhn bit c bn ca mt nhn hiu l tn gi, logo, mu sc, c im nhn dng gip phn bit nhn hiu ny vi nhn hiu khc. Vi nhn hiu HONDA thi cach nhn bit nh sau: Tn gi:

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HONDA, c ly theo tn ca ngi sng lp ra hng: Soichiro Honda. Ch HONDA c vit hoa, nt m, mu th hin s ni bt, mnh m, n nh v bn vng. Logo: Hnh cnh chim mu , th hin cho m c v khao kht c chp cnh bay i xa v ln cao, va tht li va o, gin d m c th n cha nhiu thng ip. Logo cnh chim quen thuc ny li du rt su sc trong tm tr ngi dn Vit. Slogan: Mt slogan thnh cng thng mang trong mnh mt thng ip n tng v khi gi c tr tng tng ca khch hng v sn phm. Vi Honda thay v phi di dng ni n tiu ch phi hng n , cng ty dng slogan The Power of Dream ni ln tiu ch m cng ty mun mang n cho ngi tiu dng. Honda Vit Nam mun mang n cho ngi dn Vit s an ton v hnh phc hn trong cuc sng.Cu slogan ny nh mt thng ip m Honda Vit Nam mun gi ti 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 con ngi Vit Nam. Tn gi tng sn phm: Mi sn phm cua Honda Vit Nam u c t tn rt ngha, ni ln c c im ni bt cua sn phm. V d nh: Air Blade: chm gi, khi nghe tn sn phm ny ngi tiu dng

cng s ngh ngay ti dng v th thao v mnh m ca n Click: mt chic xe nh gn, mang li s nh nhng cho ngi s

dng ng nh tn gi ca n. Future: mt sn phm vi nhng u th vt tri, ni bt hn nhng

sn phm khc, l mt sn phm ca tng lai.

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Ware: tn ny c ngha nh mt ln sng. Trong ln sng ny vi

nhiu sn phm, mi sn phm mt c tnh khc nhau nh Ware Anpha, Ware S, Ware RSX, Ware RSV. Super Dream: mt sn phm hng n tng lp c kinh t trung

bnh, vi tng lp ny th mt chic xe my l m c ln lao nn Super Dream s lm tha mn c m ca h 2.2.3 Quyt inh lin quan n c tinh san phm. 2.2.3.1 Quyt nh cht lng sn phm Ni n Honda l ni n cht lng, Honda Vit Nam lun t cht lng l yu t u tin phc v khch hng. Th mi bit ti sao n nay hnh nh nhng chic xe Honda Super Cub c tui i khng di 50 vn cn xut hin khng t Vit Nam. Hay mt minh chng chnh xc hn na cho s ph bin ca xe my Honda Vit Nam l ngi dn vn thng gi xe my l honda, hnh nh chic xe my mang thng hiu Honda i su vo tim thc ca ngi dn Vit Nam. Nhng sn phm ca Honda Vit Nam lun m bo cc tiu chun ca Tp on Honda Motor Nht Bn, ca Vit Nam v ca th gii. Cc sn phm ny cng c kim tra theo quy trnh tiu chun ca Honda nhm hn ch ti a nhng sn phm b li k thut trc khi n tay ngi tiu dng, to s yn tm i vi khch hng. Vi cht lng Honda rt bn , tnh an ton cao, c bit l thch hp vi cc iu kin giao thng Vit Nam cng vi cc dch v sau bn hng chu o, cc sn phm ca Honda Vit Nam chim trn cm tnh ca ngi dn Vit Nam. n nay, sau 15 nm hot ng th c 10 triu sn phm ca Honda c khch hng trn c nc yu chung s dng. Sn phm v dch v hu mi ca Honda Vit Nam lun c ngi tiu dng bnh chn l hng Vit Nam cht lng cao. 2.2.3.2 c tinh san phm.
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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 c nhiu mu sc khc nhau la chn. Nghin cu nhu cu ca khch hng m cng ty cho ra nhng loi xe mi ph hp vi mong i ca ngi tiu dng. V nhng chc nng ni bt ca tng loi xe ny ch c Honda . C th ni nhc ti nhng chc nng ring bit ny ngi tiu dng ngh ngay ti Honda.
Honda SH (gm: Sh 125cc v Sh 150cc):

Mu sc: vng, bc, nu, en. Khch hng mc tiu: tng lp c thu nhp cao, thng gia. c im ni bt: Dung tch ng c ln mang li sc mnh vt tri cho chic xe. H thng phun xng in t PGM-FI m bo phn phi nhin liu chnh xc cho qu trnh t chy nhin liu. Nh , nhin liu c chuyn ha 1 cch hiu qu thnh cng sut mnh m ca ng c. ng thi kh thi cng s tr nn sch hn, t tiu chun EURO 3. Mt ng h thit k rng gip d dng quan st cng t mt, xung quanh c trang b n bo nhit lm mt, ng h o ch s nhin liu v ng h bo gi LCD. Yn xe SH c thit k ph hp vi mi dng vc khc nhau ca ngi iu khin mang n t th ngi thoi mi nht. Bnh xe ln 16 inch bm ng cc tt v n nh tuyt vi ngay c trn mt ng g gh. Trong trng hp gp inh hay cc vt nhn cm vo lp xe, lp xe s xung hi t t hn so vi lp c sm khc.

Honda PCX Mu sc: en, vng, , trng. Khch hng mc tiu: tng lp c thu nhp kh.
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c im ni bt: H thng "ngt ng c tm thi": c kh nng t ng ngt ng c khi xe dng li qu 3 giy. Xe s c khi ng li m i ngay khi ngi li tng ga m khng cn n nt khi ng. H thng ngt ng c tm thi gip xe i thm mt on ng di n 3,7km/ 1 lt xng. Hiu sut nhin liu tng th nh t n mc n tng l 51,5km/lt. H thng phanh CBS tin tin: cn phanh tri s kim sot hot ng ca cn phanh sau v ca c phanh trc thng qua b phn cn bng. H thng phanh c phn ng nhy gip phanh xe nh nhng, d kim sot v rt ngn khong cch phanh. Cng tc chn chng bn: gip ngn xe khi ng ngoi mun khi khi ng v t ng tt my tc th ngay khi chn chng ha xung, mang li an ton cho ngi s dng. Hc ng U-box: C dung tch n 37 lt , t va m bo him cng nhng vt dng khc. ng c lm mt bng h thng dung dch. H thng phun xng in t PGM-FI. Honda PCX l chic xe tay ga u tin sn xut ti VN c trang b h thng bo ng chng trm t xa. H thng ny s pht ra ting ci bo ng ln khi xe b dch chuyn hay rung lc. H thng ny cng rt tin li khi tm v tr ca xe bn trong bi xe bng tn hiu.

Honda Air Blade FI (gm: Air Blade FI v Air Blade FI Magnet): Mu sc: trng, , en, Repsol i vi Air Blade FI; , vng vi Air Blade FI Magnet. Khch hng mc tiu: tng lp c thu nhp kh, thch mnh m. c im ni bt:
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 S dng cng ngh sn t tnh hin i (loi Magnet). Ly kha phanh ngn khng cho xe chuyn ng t ngt khi khi ng my. Kha t an ton v tin li. Cng tc chn chng bn. H thng phun xng in t PGM-FI. ng c lm mt bng h thng dung dch. H thng phanh CBS tin tin. Honda Lead: Mu sc: Vng EZ Flip ngc trai, vng ng, nu, , bc, trng, en. Khch hng mc tiu: tng lp c thu nhp kh, thch s tin nghi. c im ni bt: Kha t an ton v tin li. Cng tc chn chng bn. Hc ng U-box: dung tch cc i ln n 35 lt. Vi hc ng ln, xe LEAD thc s tin li. H thng phun xng in t PGM-FI. ng c lm mt bng h thng dung dch. H thng phanh CBS tin tin. Honda Click (gm: Click Play v Click Exceed) Mu sc: , en, trng, hng, xanh, trng cam. Khch hng mc tiu: tng lp c thu nhp trung bnh kh, thch gn nh. c im ni bt:

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 ng c lm mt bng h thng dung. H thng phanh CBS tin tin. Ly kha phanh ngn khng cho xe chuyn ng t ngt khi khi ng my. Cng tc chn chng bn. Honda Future X (gm: Future X FI v Future X): Mu sc: en, , trng. Khch hng mc tiu: tng lp c thu nhp trung bnh kh. c im ni bt: Mt n trc c thit k cch iu vi nhng ng gc cnh to nn mt phong cch mi cho phn u xe. Thit k kha t 4 trong 1 an ton v tin li: kha in (kha cng tc), kha chng trm, kha c, kha yn. Thit k 3D ni vi cc hnh khi chc khe v thanh lch. Kt hp sng to cc mng mu trm lm bt ln v nam tnh, th thao y cun ht. Tin li v chnh xc hn, ng h in t thng minh vi n LED cao cp s hin th y thng tin cho ngi li ngay khi m kha in. Honda Wave RSX FIAT: Mu sc: en, vng, . Khch hng mc tiu: tng lp thu nhp trung bnh kh. c im ni bt: ng c Honda CV-matic- H thng truyn ng v cp dnh cho xe sCng ngh t ph ca Honda. ng c 110cc mnh m v tit kim hng u.

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 H thng phun xng in t PGM-FI. Mt ng h rng c thit k gc cnh vi nhng ng sng bc cng cp thc s ni bt c vo ban ngy ln ban m v gip tng kh nng quan st ln mc ti a. Nt kha phanh sau gip ngn xe lao v pha trc khi khi ng v rt an ton cho ngi s dng.
Honda Wave (gm: 110RSX, 110RS, 110S, alpha)

Mu sc: a dng. Khch hng mc tiu: tng lp thu nhp thp, thanh nin. c im ni bt: ng c mnh m, bn b v tit kim nhin liu. Tem xe tr trung, nng ng y c tnh. Hc ng di ng, rt tin li ng nhng vt dng c nhn. Mt ng h thit k hin i, hin th thng tin r rng. Kha t an ton v tin li. Tt c h thng iu khin c hon i v tr cho nhau mt cch khoa hc, gip ngi li s dng d dng hn (loi 110cc).

Honda Super Dream: Mu sc: tm. Khch hng mc tiu: tng lp c thu nhp thp, nhu cu chuyn ch. c im ni bt: Tay nm sau thit k mi - gia tng cng lp gi ch hng. ng c Honda - Hiu sut cao, tit kim nhin liu v thn thin vi mi trng.

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 Gim sc (phuc nhn) sau - Thit k mi tng cng cng. 2.2.3.3 Dich vu h tr cua Honda nng cao gia tri san phm. Hin nay, Vit nam co rt nhiu ca hang ban xe va dich vu do Honda uy nhim( HEAD). Cac HEAD lun n lc mang n cho khach hang nhng san phm cht lng cao, dich vu ban hang chu ao va di ngu nhn vin nhit tinh tn tm, ap ng y u tiu chun cua Honda Vit Nam cung nh Honda toan cu. Vi nhng n lc trong vic ao tao lai xe an toan, cng ty Honda Vit Nam a xy dng i ngu hng dn vin lai xe an toan tai cac ca hang HEAD, sn sang t vn nhng kin thc c ban v lai xe an toan va kin thc v lut l giao thng cho khach hang. Nhm nng cao dich vu hu mai, vi mi ca hang HEAD( Ca hang Ban xe va Dich vu do Honda uy nhim) khach hang co cac quyn li sau: V bao hanh, bao tri Cng ty Honda Vit Nam ap dung ch bao hanh mi la 2 nm hoc 20.000km cho cum ng c; 1 nm hoc 12.000km cho cac chi tit khac. Cung vi vic keo dai thi gian bao hanh, s ln kim tra inh ki cung c tng ln t 4 n 6 ln. Mi ca hang Ban xe va Dich vu do Honda uy nhim( HEAD) trn toan quc la mt trung tm bao hanh, bao dng san phm theo ung tiu chun cua Honda vi trang thit bi hin ai va i ngu ki thut vin c ao tao chinh quy va giau kinh nghim. y cung la Trung tm t vn ki thut cho khach hang, thc hin t vn chinh sa va x li nhng trng hp phc tap cho khach hang. Cung cp dich vu lu ng bng Xe dich vu lu ng n nhng ia phng cha co ca hang HEAD.

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Ngoai ra cng ty con co Dich vu di ng- nim vui danh cho khach hang. Do cuc sng bn rn, mt s khach hang khng co thi gian mang xe n cac ca hang do Honda uy nhim bao dng inh ki cung nh khi gp cac s c nho. Chinh vi th, Phaltico 1, 3, 4 va Tn Thanh 1, 2, 3 a thc hin chin dich Dich vu di ng ( Mobile Service) vi cac khach hang mua xe tai HEAD. Nhng chic xe Mobile Service c trang bi y u dung cu chuyn dung, phu tung thay th lun tuc trc t 7h n 20h bao dng cung nh sa cha xe phuc vu khach hang ngay tai nha va ca trong trng hp cn thit. Hn 1 thang thc hin Phaltico 1, 3, 4 va Tn Thanh 1, 2, 3 a mang n nim vui danh cho khach hang. Mobile Service ngay cang c ap dung rng rai ti cac HEAD trn toan quc. y thc s la mt chin dich c ao nh mt mon qua nho gi n nhng khach hang s dung xe cua Honda V phu tung thay th Honda Vit Nam a thit lp cac tram dich vu( Service Station) sa cha va cung cp phu tung chinh hiu cho san phm xe may cua cng ty. Khi xe co vn ngi tiu dung cua Honda Vit Nam ngoai c bao hanh, bao tri thi Honda Vit Nam con co phu tung chinh hang thay th. Phu tung chinh hiu la phu tung c cung cp qua h thng ca hang Ban xe va Dich vu do Honda uy nhim va bao bi tiu chun co tem nhan chinh hiu vi ma s phu tung cua Honda. Cac phu kin nay co c im sau: Co tinh ng b vi cac phu kin khac. bn cao do c ch tao t vt liu co cht lng cao. n inh va an toan cao cho ngi s dung. Kha nng lp rap chinh xac cao am bao cac tinh nng ki thut. am bao an toan vi mi trng.

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Vi gia ca hp ly, cht lng am bao va thn thin mi trng, chinh sach kinh doanh phu tung cua Honda Vit Nam a va ang em lai nhiu li ich va thun tin cho khach hang. 2.2.3.4 Phat trin san phm mi. Tinh hinh canh tranh xe gn may trn thi trng ngay cang gay gt cng thm vi nhu cu khach hang lun thay i tng ngay vi oi hoi va la chon ngay cang gt gao. Vi vy mun tn tai va phat trin, bt ki cng ty nao cung phai lun lun sang tao va tim toi ra san phm mi. Hiu c iu o, hang nm cng ty t chc cac cuc nghin cu thi trng, tham khao thi hiu cua ngi tiu dung, nghin cu cac san phm ang c a chung cua i thu canh tranh, t o thit k ra nhng mu san phm mi ap ng kip thi nhu cu cua thi trng. Vi vy, Honda lun tao c nhng bc t ph trong sn phm. ng thi khng ngng thay i kiu dng nhm lm tng s a dng mu m, p ng ngy cng cao s mong i ca khch hng. in hnh l dng xe my Wave v Future. Khng nhng th,nhng sn phm mi ca Honda lun c nghin cu k trc khi tung ra th trng,v khi chng xut hin phn ln gy nn cn st mnh trong th trng. iu ny c th d dng nhn thy qua mc thnh cng ca Airblade, cung khng p ng cu. Cac san phm mi cua Honda qua tng thi im: Nm 2005: ra i Wave RS, Wave Anpha, Future Neo. Nm 2006: tip tuc tung ra nhng san phm mi phu hp vi nhu cu mi cua ngi tiu dung nh: Future Neo GT, Wave RSV, chinh thc gii thiu mu xe tay ga hoan toan mi mang tn Click trn thi trng, tip tuc sau o la Air Blade. Nm 2007: ra mt Wave S va Future vi nhng tinh nng vt tri c cp nht thm, ap ng hn na nhu cu va ki vong cua khach hang

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Va n 2011, cho ra thi trng mu xe Air Blade FI cai tin cua Air Blade, va chic xe Vision hoan toan mi cho tng lp co thu nhp trung binh.

2.2.3.5 Chu ki sng cua san phm. San phm mi khi gii thiu ra thi trng thanh cng vn cha am bao kha nng kinh doanh lu dai cua chung. Do vy, Honda Vit Nam a co nhng iu chinh trong chin lc Marketing do tinh hinh thi trng thay i. co nhng iu chinh hp ly v chin lc, Honda Vit Nam nm ro san phm cua minh ang giai oan nao cua chu ki sng. Vi chic Wave RSX ang giai oan gii thiu thi Honda Vit Nam a a ra cac chin lc marketing nh sau: V san phm: y la san phm c ban. V inh gia: Gia ban le xut cua Wave RSX phin ban banh mm la 17.900.000 ng, banh cm la 15.900.000 ng V phn phi: phn phi qua h thng ca hang Ban xe va Dich vu do Honda Vit Nam uy nhim trn toan quc( HEAD) V chiu thi: Wave RSX c quang cao rm r trn tivi, mc rt thng xuyn moi ngi tiu dung u bit n Wave RSX . Ngoai ra, tai cac ca hang HEAD treo cac poster, bang quang cao cho cac san phm nay rt nhiu. Mt im ni tri mi la Wave RSX ap dung ch bao hanh mi 2 nm, hay 20.000km. Ngoai ra co san phm lai mang lai mt hinh thc khac, co chu ki sng nhng giai oan thoai trao khng ng nghia vi s tt th cua san phm. o chinh la san phm Super Dream. Nhng san phm mi ra i vi nhiu tinh nng ni bt hn na ap ng thi hiu cua ngi tiu dung. Mc du a khng con ph bin nh trc y, nhng Honda Vit Nam vn kinh doanh Super Dream trong khi tung cac san phm mi trn thi trng.

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CHNG 3 NH GI V MT S XUT CUA NHOM V CHINH SACH SAN PHM CUA CNG TY HONDA VIT NAM.
3.1 anh gia vic vn dung chin lc san phm cua cng ty Honda Vit Nam 3.1.1 u im Chin lc a dng ha sn phm: hin nay th Honda ang dn u trong th phn xe my. Cc sn phm a dng l mt yu t rt ln dn n s thnh cng ca Honda trong th trng ny . V chin lc v nhn hiu: Honda cho ra i rt nhiu dng sn phm khc nhau nhng vn mang chung thng hiu Honda. iu ny cho thy Honda mun khng nh v tr ca mnh trong th trng xe my, mun chng t s b th ca mt i gia trong th trng ny. Bn cnh cng cho thy c Honda mun gi hnh nh thng hiu ca mnh trong lng ngi tiu dng, v mun gi gm ti ngi tiu dng mt thng ip rng khi ngh n xe my hy ngh ngay n Honda.V y cng l mt bc i thnh cng ca Honda khi mang thng hiu ca mnh n gn hn vi ngi tiu dng. V chin lc v cht lng sn phm: iu ny c chng mnh qua s nh gi ca ngi tiu dng v ca cc chuyn gia thng qua cc chng ch ISO qu t. Ngoi ra cn thng qua cc gii thng do ngi tiu dng bnh chn nh ISO 9001, V chin lc c tnh sn phm : i vi dng xe s Honda Vit Nam cho ra i Future FI tit kim xng ti a, v mt s sn phm thn thin vi mi trng. V chin lc sn phm mi: Honda lin tc cho ra i cc sn phm mi p ng nhu cu th trng, y l mt hng i tch cc ca Honda.
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Chin lc to uy tn sn phm: cc chng trnh hot ng cho thy Honda kh thng mnh khi chn hnh thc t chc s kin thc hin chin lc ny, y l mt phng thc va r nhng li hiu qu. Vi dch v hu mi thi vic chm sc khch hng ca Honda rt hiu qu to du n ring v mu sc ring. 3.1.2 Han ch Chin lc a dng ha sn phm: chnh s gn ging nhau mt s sn phm i khi lm cho ngi tiu dng nhm ln khi la chn sn phm ca mnh. V d in hnh l Ware S, RS, Anphalm cho ngi tiu dng kh phn bit nhng dng xe Ware ny vi nhau. Trong chin lc c tnh sn phm : i vi dng xe tay ga Honda Vit Nam cha cho ra i c sn phm tit kim xng ti u nht. Dch v hu mi: cc chng trnh ca Honda gn ging vi cc thng hiu khc. iu ny lm hn ch vic phn phi cho cc khch hng l cc t chc hoc cc doanh nghip t nhn. 3.2 Mt s giai phap nhm hoan thin chin lc va tng kha nng canh tranh. Sn phm ca Honda Vit Nam tuy nhiu nhng cc loi trong cng mt dng li gn nh tng t nhau, do Honda Vit Nam cn sng to ra cc loi trong mi dng sn phm cn c im khc bit so vi nhng loi cn li. V d, mi chic Ware cn c im khc nha, nh: Ware Anpha va Wave S. Mu ma, kiu dang cung la mt vn ang noi Honda, trong khi cac hang xe khac u co net c thu ring nh Yamaha kiu dang xe phong cach th thao, cac phn u va ui xe u thit k nhon tao ra s manh me, c ao. Hay nhc n Piaggio la cac kiu xe c Y cach tn hin ai, mang lai cam giac sang trong, mt net gi o va cu v mi. Vi vy, Honda nn tao im nhn thng hiu cho

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cac loai xe cua minh. Vi du ngoai phn logo thi co th thit k cai tin phn ui xe, hay cach tn cac b phn khac nh tay ga Trong nhng nm gn y, xu hng chuyn t xe s sang xe tay ga ngy cng tng bi xe tay ga c nhiu u im hn xe s nh cp rng ri, kiu dng p, d s dng, thoi mi, ch chn rng ri Tuy nhin trong tnh hnh gi xng ngy cng tng cao nh hin nay khin cho khch hng phi suy ngh li trc khi quyt nh mua xe tay ga, bi nhc im ln nht ca xe tay ga so vi xe s l tiu hao nhin liu hn nhiu so vi xe s. Do vy, Honda Vit Nam cn u t nghin cu a ra nhng chic xe tay ga c mc tiu hao nhin liu hp l. Honda Vit Nam xem cht lng ca dch v sau bn hng cng l mt tiu ch quan trng nng cao uy tn cng nh hnh nh ca hng. Vi vy m bo nh hng ny theo ung hng thi Honda Vit Nam nn xy dng mng li HEAD rng ri trn ton quc cng vi i ng nhn vin phc v nhit tnh, to n tng tt i vi khch hng.

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KT LUN
S thnh cng hay tht bi ca doanh nghip ph thuc rt nhiu vo yu t sn phm. T khi mi bc chn vo th trng Vit Nam, Honda rt ch trng vo iu ny. Khu hiu ca Honda khi tham gia th trng Vit Nam cng nh cc th trng khc l lun lun ly cht lng lm hng u, hoc cht lng khng nh thng hiu. Va vi thi quen s dng nhng mt hng c thng hiu vi gi thp nhng cht lng cao cua ngi Vit Nam l mt bi ton kh i vi cc doanh nghip. V Honda Vit Nam lm c, h sn xut ra nhng sn phm c cht lng cao, tit kim nhin liu ti u. Hin nay, Honda l nh sn xut xe my hng u Vit Nam vi nhng a dng mu m, nhiu kiu dng, mu m cho khch hng la chn, tng ng vi nhng mc gi khc nhau, ph hp vi nhiu tng lp ngi dn. Tuy nhin inh vi tt hn na trong long khach hang thi Honda phai kt hp tt yu t san phm vi nhiu yu t khac nh chinh sach gia, chinh sach phn phi va chinh sach truyn thng c ng. S thnh cng ca Honda trong chnh sch sn phm li nhiu bi hc cho cc doanh nghip.

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TAI LIU THAM KHAO

1. Gio trnh Marketing cn bn -Trng i hc Duy Tn 2. Tp bai giang Chin lc tip thi cua giang vin Vn Tinh.
3. Website Honda Vit Nam http://www.honda.com.vn 4. Website Yamaha motor Vit Nam http://www.yamaha-motor.com.vn 5. Website Suzuki Vit Nam http://www.suzuki.com.vn 6. Website Bach khoa toan th m http://www.vi.wikipedia.org 7. Trang Web Th Vin Tai Liu Trc Tuynhttp://tailieu.vn 8. Trang Web Mang tuyn dung & Tai liu http://www.bookjob.vn 9. Bao in t cua TW Hi khuyn hoc Vit Nam http://www.dantri.com.vn

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