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MC LC

PHN M U ................................................................................ 3
1. L do chn ti ........................................................................................................... 3 2. Mc tiu nghin cu: ..................................................................................................... 4 3. Phng php nghin cu ............................................................................................... 4 4. Kt cu ti: Gm 3 chng ....................................................................................... 5

PHN NI DUNG ............................................................................ 6 CHNG 1. MT S KHI NIM V THNG HIU ................. 6


1. S lc khi nim v marketing .................................................................................... 6 1.1. 1.2. Cc quan im v Marketing ................................................................................ 6 Qu trnh marketing ............................................................................................. 9

2. Thng hiu ................................................................................................................ 11 3. Chin lc Marketing v chin lc Thng hiu ....................................................... 12 3.1. 3.2. Chin lc marketing ......................................................................................... 12 Chin lc thng hiu ...................................................................................... 13

CHNG 2. PHN TCH VIC XY DNG THNG HIU CA SN PHM TR XANH O .............................................................. 15
1. Gii thiu v Cng ty TNHH TM DV Tn Hip Pht ............................................... 15 1.1. 1.2. 1.3. 1.4. S lc v Cng ty Tn Hip Pht...................................................................... 15 Tm nhn s mnh .............................................................................................. 16 Ngun nhn lc .................................................................................................. 16 Quan h khch hng ........................................................................................... 16

2. Th trng nc gii kht ti Tp.H Ch Minh ............................................................ 17 2.1. 2.2. Tim nng th trng nc gii kht khng gas .................................................. 17 Th trng Tr xanh ng chai ........................................................................... 18

4. Phn tch chin lc xy dng thng hiu ca sn phNm Tr xanh O .................... 19 4.1. 4.2. Cc i th cnh tranh chnh trn th trng ....................................................... 20 Phn tch marketing mix sn phNm Tr xanh O .............................................. 21

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4.2.1. Th trng v khch hn mc tiu ...................................................................... 22 4.2.2. Chin lc sn phNm (Product)........................................................................... 22 4.2.2.1. Ct li sn ph m ......................................................................................... 23 4.2.2.2. Chin lc nh v nhn hng ....................................................................... 24 4.2.2.3. Chin lc c cu, m rng sn ph m ...................................................... 28 4.2.3. Gi (Price) .......................................................................................................... 28 4.2.4. Knh phn phi (Place) ...................................................................................... 29 4.2.5. Hot ng chiu th, truyn thng marketing (Promotion) .................................. 30

CHNG 3 NHN NNH V GII PHP NNG CAO HIU QU ..................................................................................................................... 32


3.1. Phn tch ma trn SWOT ........................................................................................... 32 3.1.1. Bng phn tch SWOT cho Cng ty Tn Hip Pht............................................. 32 3.1.2. Bng phn tch SWOT cho tng qut sn phNm Tr xanh O .......................... 33 3.2. Phn tch i SWOT cc th cnh tranh ..................................................................... 35 3.3. Nhn xt v xut gii php ci thin, nng cao hiu qu ........................................ 37 3.3.1.Nhn xt v mt thun li ..................................................................................... 37 3.3.2.Nhng kh khn ................................................................................................... 38 3.3.3. Mt s xut ..................................................................................................... 38

TI LIU THAM KHO .............................................................. 41

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PHN M U 1. L do chn ti Ngy nay, Marketing l mt t khng cn xa l vi nn kinh t m Vit Nam. Marketing c xem l mn khoa hc y th v, li cun v khng km phn phc tp nht l trong thi i ton cu ha ny. Ton cu ha, thi i siu cnh tranh lm cho th trng ngy cng kh tnh hn, mi hng ha sn phNm u c tiu chuNn ha, cng ngh nhanh chng b li thi. V cc nh marketing lun phi tm kim nhng c s khi nim mi xy dng v thc hin cc chng trnh marketing ca mnh. C hai gii php thng c p dng cho vn marketing cc cng ty l: Mt l phi hiu r khch hng hn v gn gi vi h hn. Hai l phi lm cho sn phNm ca mnh tr nn khc bit nh cng tc xy dng thng hiu. T y, thng hiu tr thnh mt yu t quan trng, mt nn tng tng th khng th thiu trong vic hoch nh mc tiu pht trin cho doanh nghip. Xy dng thng hiu khng ch n thun l gn cho sn phNm mt ci tn gi m n cn l s cam kt, gi tr v hnh em li cho khch hng s hi lng v hiu qu khi s dng. Vo khong u nm 2006, Cng ty Tn Hip Pht tung ra th trng nc gii kht sn phNm Tr xanh O . y l loi thc ung gii kht c ng trong chai chai PET nn rt tin li cho ngi s dng. V mt sn phNm, th tr xanh vn gn gi vi ngi tiu dng Vit Nam t lu, nhng c o ch c ng chai trong nhng iu kin sn xut c bit c th gi li c cc cht b dng, c li cho c th (theo nh v ca cng ty). S xut hin, s thnh cng ca Tr xanh O nhanh chng tr thnh mt hin tng v mang li mt du n tt p cho mt doanh nghip ni a trc nhng g i th khng l gn nh chim trn th phn nc gii kht by lu.

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Nhm chng ti, quyt nh la chn sn phNm v thng hiu ny nghin cu, phn tch nhm lm cng c thm kin thc v thng hiu v xy dng thng hiu. T , c th vn dng, tm ti v nng cao mnh hn trong lnh vc ny.

2. Mc tiu nghin cu: Da vo c s nhng l lun t l thuyt v thng hiu p dng phn tch qu trnh xy dng v pht trin thng hiu Tr Xanh O ca cng ty Tn Hip Pht.

3. Phng php nghin cu - Phng php nghin cu ti bn: thu thp s liu, thng tin qua bo ch, cc c quan qun l ,c quan thng tin, website, tp ch . - Phng php phn tch tng hp: qua phn tch tng hp, so snh bng cc cng c thch hp nm bt c qui m v nhu cu ca th trng nh gi c v lng nhu cu tng ng vi tng phn khc th trng, th phn ca doanh nghip v cc doanh nghip khc . - Phng php phn tch SWOT: y l phng php khng th thiu trong vic phn tch thun li v kh khn bt k doanh nghip no. Phng php ny gip chng ta tm hiu khng ch im mnh, im yu bn trong m cn c nhng c hi, nhng mi e da bn ngoi ca cc doanh nghip. - Phng php no cng (Brainstorming method A.Osborn): xuyn sut qu trnh thc hin n, phng php ny thng xuyn c p dng pht trin nhiu gii p sng to. - Phng php 6 Chic m t duy (Six thinking hats_Edward de Bono)

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4. Kt cu ti: Gm 3 chng - Chng 1: C s l thuyt v Marketing v chin lc Marketing - Mix - Chng 2: Phn tch vic vn dng chin lc Marketing mix ca cng ty Tn Hip Pht cho sn phNn Tr xanh O - Chng 3: Mt s bin php hon thin chin lc phn phi ca Cng ty Tn Hip Pht Tp H Chnh hon thnh vic nghin cu, ti ny s dng mt s thng tin t cc ngun khc nhau: cc trang web, gio trnh marketing cn bn, cng mt s t liu khc.

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PHN NI DUNG CHNG 1. MT S KHI NIM V THNG HIU 1. S lc khi nim v marketing 1.1. Cc quan im v Marketing Marketing pht trin tri qua mt qu trnh di v hnh thnh nhiu quan im khc nhau. Tuy nhin c nm quan im c bn lm nn tng cho hot ng marketing nh sau: Quan im marketing nh hng sn xut Quan im ny cho rng nh sn xut phi tp trung tng qui m sn xut h gi thnh sn phNm v bn rng ri vi gi h. nh hng da trn quan im ny cho rng con ngi c xu hng mua cc loi sn phNm r tin v c sn. nh hng sn xut pht trin mnh trong sut th k 19 v u th k 20. Theo Philip Kotler vic vn dng nh hng ny ph hp vi hai tnh hung: - Tnh hung th nht l khi nhu cu vt cung. - Tnh hung th hai l khi gi thnh sn phNm qu cao v nhu cu phi gim xung, mun vy cn phi tng cng sn xut. Tm li, quan im c gi tr trong iu kin nn sn xut cn cha pht trin, cha c sn ph m cung cp cho th trng v gi cao, do cn tng qui m h gi v p ng nhu cu.1

Quan im marketing nh hng sn ph m Mt s doanh nghip c xu hng coi trng sn phNm hn l marketing. H tin rng mt sn phNm tt s t tm c khch hng. Cc sn phNm mi lun
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Marketing cn bn, NXB Lao ng X hi, Trng H Marketing, tr.11

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c n nhn, bi cng chng lc by gi l nhng ngi vn ch c rt t ca ci vt cht. Ngi ta gi nhng doanh nghip kiu ny thuc nhm quan im nh hng vo sn phNm. Theo quan im ny nh sn xut phi tp trung ci tin cht lng, cng dng ca sn ph m nng cao kh nng cnh tranh trn th trng. Quan im ny gip nh sn xut cnh tranh khi cht lng cn thp nhng nu nhu cu th trng thay i quan im ny khng ph hp.2

Quan im marketing nh hng bn hng Bn cnh nhng doanh nghip ch trng sn xut v sn phNm, cc doanh nghip khc li quan tm ti kh nng bn hng. H tin tng rng vi mt i ng bn hng gii th bt c sn phNm no sn xut ra h s tm c lng khch hng mua. Quan im ny cho rng ngi tiu dng thng th ng trong mua sm, khi sn xut qu nhiu, nh sn xut cn tp trung nhiu n lc vo hot ng bn hng kch thch tiu th. Quan im ny gip nh sn xut bn sn ph m khi cng sut sn xut vt mc. Mc tiu ca h l bn nhng th m h lm ra ch khng phi ci m th trng cn.3 Quan im nh hng vo sn xut, sn phNm v bn hng u b qua nhng khi nim c bn ca marketing ngy nay. Vi cc nh hng ny, khch hng c th mua hng ln u nhng kh c th mua ln th hai v nhu cu v mong mun ca h khng c p ng.

Quan im marketing nh hng vo nhu cu Theo quan im ny, khi nn kinh t v mc sng nng cao, nhu cu tiu dng s thay i, cha kha t mc tiu kinh doanh ca doanh nghip l phi
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Marketing cn bn, NXB Lao ng X hi, Trng H Marketing, tr.11, 12. Marketing cn bn, NXB Lao ng X hi, Trng H Marketing, tr.12.

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xc nh chnh xc nhu cu, sng to ra, cung cp v truyn thng cc gi tr vt tri cho khch hng trong th trng mc tiu chn.4 Khi cuc cnh tranh pht trin mnh v khi nhng ngi mua bt u tm gi tr cao hn, s c o v mi l ca sn phNm. iu ny dn n s chuyn bin quan trng sang mt nh hng mi m s hiu bit v nhu cu khch hng ng vai tr quan trng. Mc d y l mt vn khng d dng, song cc doanh nghip, cc nh sn xut hon ton c kh nng s dng chin lc nh hng v th trng nhm suy tr s tng trng trn c s lm hi lng khch hng.

Quan im marketing x hi T nhng nm 1990, ngi tiu dng ngy cng quan tm n nhng kha cnh x hi v chi ph di hn cho x hi. Cc cng ty p dng cch tip cn marketing x hi tp trung cc n lc ca h v vic pht trin cc k hoch di hn ca khch hng v ca cng ng, x hi. y l quan im hin i. Quan im marketing x hi i hi cc doanh nghip khi thc hnh marketing bn cnh vic xc nh nhu cu, tp trung n lc p ng nhu cu, phi ch n gii quyt tha ng li nhun ca doanh nghip, s tha mn ca khch hng v li ch x hi, cng ng trc khi a ra cc quyt nh marketing. Quan im ny i hi doanh nghip phi c trch nhim x hi v o c marketing nh qung co trung thc, tham gia cc hot ng cng ng, hot ng marketing ng qui nh php lut, quan tm n mi trng v cnh tranh lnh mnh. 5

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Marketing cn bn, NXB Lao ng X hi, Trng H Marketing, tr.12 Marketing cn bn, NXB Lao ng X hi, Trng H Marketing, tr.13

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1.2. Qu trnh marketing Vi mc tiu ly khch hng lm trung tm, bn cht ca marketing l tha mn ti a nhu cu ca khch hng. Mun thc hin iu ny qu trnh marketing trong doanh nghip phi c thc hin qua nm bc c bn sau:

R -> STP -> MM -> I -> C

R - Research: Nghin cu mi trng marketing v nghin cu th trng nhm nhn dng y nhng c hi marketing. Nghin cu marketing l im khi u marketing, l qu trnh thu thp x l v phn tch thng tin marketing nh: thng tin v th trng, ngi tiu dng, thi quen, xu hng... STP Segmenting, Targeting, Positioning: Phn khc th trng, la chn th trng mc tiu, nh v sn phNm. Phn khc th trng: Phn khc th trng l mt hot ng xc nh nhng c im chung ca mt nhm i tng khch hng trong th trng tng th. Nhng c im ny c th c nhn bit theo thu nhp, tui tc, mi quan tm c nhn, vn ha, cc nhu cu c bit khc..v..v. Phn khc th trng nhm chia th trng tng th thnh nhng th trng nh gm cc khch hng c nhng nhu cu chung. Vic phn khc thnh cng cho php cng ty tp trung cc ngun lc ca mnh v to ra nhng hng ha v dch v p ng tt hn cc nhu cu ca khch hng. Mc ch ca vic phn khc l chia th trng thnh nhng th trng nh hn vi khch hng c chung nhu cu. Vic chia cc phn khc ny gip cng ty : - To ra sn phNm v dch v p ng nhu cu ca cc khch hng c th - Tp trung cc ngun lc marketing mt cch hiu qu hn.

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Cc tiu thc phn khc: c th s dng mt s c trng to s khc bit trong nhu cu sn phNm v i hi s khc bit trong cc n lc marketing ca doanh nghip lm tiu ch phn khc th trng. Th trng mc tiu Xc nh phn khc th trng tim nng l mt cch doanh nghip pht hin ra c hi v phn khc th trng. Cc phn khc th trng khc nhau c nh gi v cn nhc la chn c phn khc th trng mc tiu tt nht. nh v sn ph m nh v l mt n lc qun l cch thc khch hng tim nng nhn thc v mt sn phNm hay dch v. Mc tiu ca nh v l nhn mnh mt vi c im lm cho sn phNm hay dch v ni bt trong tm tr khch hng. nh v thng hiu l nh hng cho cc hot ng marketing v truyn thng nhm xc lp c tnh thng hiu vo trong tm tr khch hng mc tiu. V tr trong tm tr khch hng l tp hp nhng n tng, cm gic, khi nim ca khch hng v sn phNm ny so vi nhng sn phNm khc. V vy, nh v c hiu l vic doanh nghip s dng nhng n lc marketing xy dng hnh nh sn phNm v cng ty c mt v tr c bit so vi cc i th khc. Al Ries v Jack Trout nhn nhn iu ny theo quy lut loi tr khi cho rng : Khi i th cnh tranh c c hnh nh v v th trong tm tr khch hng tim nng, th vic c gng s hu hnh nh ging nh vy l mt n lc v ch.

MM Marketing mix: Marketing hn hp bao gm 4P (product sn phNm; Price gi; Place phn phi; Promotion Chiu th)

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Marketing mix l tp hp 4 yu t chnh (sn phNm, gi, phn phi, v hot ng chiu th/ truyn thng) cu thnh k hoch marketing ca doanh nghip. Bn yu t ca marketing mix tc ng tng h, quyt nh v yu t ny s nh hng n hot ng ca ba yu t cn li.

I Implementation: T chc v thc hin Qu trnh bin nhng chin lc, k hoch marketing thnh hnh ng. chin lc marketing i vo thc t, cc doanh nghip s t chc thc hin chin lng thng qua vic xy dng cc chng trnh hnh ng c th, t chc ngun nhn lc thc hin n.6

C Control: Kim tra cc hot ng marketing l bc cui cng ca qu trnh marketing.

2. Thng hiu Ti M, thut ng thng hiu c dng hin nay c ngun gc t du st nung in trn mnh gia sc th rng nh du quyn s hu ca ngi ch i vi n gia sc. Ti Vit Nam, thut ng ny mi xut hin trong khong thi k i mi. Hin nay, t thng trong thng hiu c bit n rng ri vi ngha lin quan n thng mi. Tuy nhin, theo Gio s Tn Tht Nguyn Thim, ngun gc ting Hn ca t ny c ngha l san s, bn tnh, n o cng nhau, mt nt ngha c l ph hp hn vi gi tr ca thng hiu i vi doanh nghip. Gi tr hn vn l cch thc m mt thng hiu mnh lin h v mt cm xc vi khch hng thng qua cc mi lin tng khc nhau.
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Marketing cn bn, NXB Lao ng X hi, Trng H Marketing, tr.23

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V tr ca thng hiu c t trong v tr ch P (Positioning) nh v sn phNm, nh v thng hiu trong chui quy trnh hot ng ca marketing. Kh nng c bit ca thng hiu l c th tc ng n cch con ngi nh gi sn phNm. Khch hng him khi xem xt n thun mt sn phNm hay dch v; h xem xt sn phNm cng vi thng hiu. Do , thng hiu s hnh thnh cch h nhn thc v mt sn phNm. Thng hiu ng vai tr nh mt lng knh; nhn thc ca khch hng v mt sn phNm c nh hnh bi chnh sn, tnh nng c trng v bi thng hiu. Thng hiu c th nng cao cng nh h thp sn phNm. 3. Chin lc Marketing v chin lc Thng hiu 3.1. Chin lc marketing Chin lc tip th (marketing strategy) l chin lc c s dng lm th no a hng bn ra th trng mt cch tt nht. Xut pht t ngun gc ca t market ngha l ch hay th trng, ch marketing trong trng hp ny c ngha l lm th trng - bao gm vic to ra hoc thm nhp, duy tr v pht trin th trng (ca sn phNm/thng hiu) - ng ngha vi vic lm th no hng ca mnh c bn ra th trng mt cch tt nht. Chin lc tip th l con ng, l cch thc a hng ra th trng v tiu th mt cch tt nht. T mc ch ny, chin lc tip th thng c cc cng ty hoc l t xy dng, hoc thng qua cc cng ty t vn tip th xy dng, da trn c s ca nhng mc tiu ngn hn, thng l mt nm, c khi ba hoc nm nm. Mc tiu ca mt chin lc tip th thng nhm vo doanh s, t sut li nhun gp, th phn, ph hng ha Ty thuc vo tnh cht ca sn phNm hay dch v, chin lc tip th thng c trin khai thng qua cc chin lc 4P (Product, Price, Place,

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Promotion) hoc c th nhiu P hn (People, Process, Physical evidence) Hoch nh chin lc tip th l mt dng hoch nh theo chiu rng, nh vo tng giai on pht trin ca thng hiu (c th cng lc nhiu thng hiu) m rng - nh m rng knh bn hng, im bn hng (place), thay i, ci tin cht lng, bao b sn phNm (product), iu chnh chnh sch gi (price), thit k v trin khai cc chng trnh truyn thng (promotion). Chin lc tip th c trng tm l em li kt qu bn hng tt hn, v tt nhin cng c tc dng n vic xy dng thng hiu mnh, nhng vic thng hiu mnh ln, v bn cht l mt h qu, hn l mt mc tiu chnh yu. 3.2. Chin lc thng hiu Chin lc thng hiu (brand strategy) ch dnh cho mt thng hiu duy nht xuyn sut t tng, nh v, la chn th trng mc tiu, la chn tn thng hiu, logo, xy dng h thng nhn dng thng hiu, sau mi l qu trnh xy dng cho thng hiu ngy cng mnh hn. Chin lc thng hiu bao gm nhiu giai on, xuyn sut theo chiu di lch s ca thng hiu, t lc mi khai sinh cho n lc c tn tui - l mt hoch nh theo chiu su lu di cho thng hiu. Giai on no qua th thi, cha qua th tip tc xy dng, pht trin. Tuy vy, vn c lc phi quay li, xem xt li giai on qua (ti nh v, i logo, thay i nhn dng thng hiu). Khc vi chin lc tip th - c trng tm l thc Ny bn hng, chin lc thng hiu c trng tm l xy dng thng hiu mnh (tt nhin, cng s nh hng n kt qu bn hng) Mt chin lc thng hiu xuyn sut

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thng bao gm nhng hot ng lin quan n vic xy dng thng hiu mnh. l: tng sn phNm v thng hiu; nh v/ti nh v; phn khc, la chn th trng mc tiu; h thng nhn dng thng hiu; nhn bit, nhn bit u tin; tnh cch thng hiu; thuc tnh thng hiu; hnh nh thng hiu; mc trung thnh; cht lng cm nhn; thng ip truyn thng Chin lc thng hiu khng ch trng n doanh s, th phn, ph trong giai on ngn hn, m ch trng nhiu n cc yu t trn v lu di. Cc cng ty hng u th gii khng ch ch trng n cc chin lc tip th ngn hn theo chiu rng thc Ny bn hng m cn ch trng n chin lc thng hiu di hn theo chiu su xy dng thng hiu mnh, vi mc tiu l em li gi tr thng hin - thng cao hn gp nhiu ln so vi li nhun ngn hn c c do kt qu bn hng trc mt.

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CHNG 2. PHN TCH VIC XY DNG THNG HIU CA SN PHM TR XANH O 1. Gii thiu v Cng ty TNHH TM DV Tn Hip Pht 1.1. S lc v Cng ty Tn Hip Pht Cng ty TNHH TM DV Tn Hip Pht (gi tt l Cng ty Tn Hip Pht) l thnh vin ca Hip hi Ru Bia v Nc Gii kht Vit Nam. Cng ty Tn Hip Pht c thnh lp t nm 1994 vi n v tin thn l Nh my bia v nc gii kht Bn Thnh. T khi thnh lp n nay, Cng ty Tn Hip Pht c ngi tiu dng tin cy v nh gi cao cht lng sn phNm v lin tc c bnh chn danh hiu Hng Vit Nam Cht lng cao (t 1999 2008). Tn Hip Pht cng l doanh nghip Vit Nam u tin t chng nhn tch hp ISP v HACCCP y trong lnh vc thc phNm, bao gm: - H thng Qun l Cht lng theo tiu chuNn ISO 9001:2000 (nm 1999) - H thng Qun l Mi trng theo tiu chuNn ISO 14001:2004 (2006) - H thng Qun l V sinh An ton thc phNm theo tiu chuNn HACCP (2006) Vi dy chuyn cng ngh hin i bc nht cng vi h thng phn phi rng khp, tri di t Bc ch Nam, hin cng ty ang chim phn ln th phn bia v nc gii kht th trng trong nc vi cc thng hiu tin phong nh nc tng lc Number 1, bia ti ng chai Laser, tr xanh Khng ng chai PET hay cc thng hiu ph bin v a chung nh Cola Number 1, Cream Soda Number 1, nc tinh khit Number 1, sa u nnh Number 1, bia Bn Thnh, bia Gold. Vi mc tiu tr thnh cng ty Vit Nam sn xut bia v nc gii kht hng u ti th trng Vit Nam cng nh vn ln tr thnh nh sn xut bia

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v nc gii kht hng u ti Chu , vi nh hng pht trin Hm nay phi hn hm qua nhng khng bng ngy mai. 1.2. Tm nhn s mnh Hot ng kinh doanh ca Tn Hip Pht lun song hnh cng hoi bo Tr thnh tp on hng u Chu trong 3 lnh vc kinh doanh chnh: ngnh thc ung, thc phNm n lin, bao b nha. Sc mnh pht trin ca Tn Hip Pht l kinh doanh cc sn phNm tt cho sc khe ca ngi tiu dng Chu vi mi v thch hp v tiu chuNn quc t.

1.3. Ngun nhn lc Ngun nhn lc kh mnh vi tng s 2.500 nhn lc bao gm cc chuyn gia nc ngoi, k s, chuyn vin, nhn vin v cng nhn. i ng nhn vin c trnh , kinh nghim v lun c o to nng cao nghip v chuyn mn.

S b my t chc HQT Ch tch HQT

Tng Gim c

Gim c D n

G Ti Chnh

G Ngnh hng

G Nhn s

1.4. Quan h khch hng Chin lc quan h khch hng c cao v hot ng hiu qu vi cc chng trnh chm sc khch hng; tip nhn gii quyt thc mc, khiu ni; t vn sn phNm. Hi ngh khch hng lun c t chc hng nm vo ngy thnh

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lp ca cng ty vi nhiu hot ng thit thc v c ngha: t chc tham quan nh my; trao thng tng qu cho khch hng; hi ngh khch hng chia s v lng nghe cc kin phn hi.

2. Th trng nc gii kht ti Tp.H Ch Minh 2.1. Tim nng th trng nc gii kht khng gas Theo kt qu iu tra th trng nm 2004 do Cng ty c phn nc gii kht

Tribeco t hng mt cng ty nghin cu th trng thc hin, th trng nc gii kht khng gas tng 10%/nm trong khi sn lng nc ngt c gas tip tc st gim 5%. Bo co ny cng cho thy, duy tr kh nng cnh tranh, cc cng ty nc gii kht hu nh khng tng gi trong sut nm qua, mc d gi nguyn vt liu u vo tng cao. Cc cng ty phi u t ln cho vic nghin cu gia tng th phn cc sn phNm c v a thm ngy cng nhiu sn phNm mi ra th trng. Theo gii kinh doanh, s chuyn dch tiu dng sang la chn nc gii kht khng gas (nc ung tri cy v nc tinh khit) cho thy ngi tiu dng ngy cng cNn trng hn trong vic bo m sc khe ca mnh. Bn cnh , ngi tiu dng ang c xu hng ch trng nhiu hn n sn phNm thin nhin. V tr c tn ca nc gii kht c gas ti th trng Vit Nam ang b "lung lay", thay vo l s ln ngi ca cc loi nc gii kht c ngun gc t nhin. Tuy nhin cc doanh nghip sn xut nc tri cy ng chai mi p ng c 18% nhu cu ca th trng, nhng phn cn li cho cc loi thc ung bnh dn. Vi u th gi "bo", cc loi nc ung ny vn c ngi tiu dng chp nhn mc d khng c bt c mt c quan no m bo v cht lng.

- 17 -

Kt qu bn hng nm 2004-2005 ca Cng ty Bidrico cho thy, gn 50%

ngi tiu dng thnh ph ang chuyn sang cc loi nc ung c cha vitamin, t ngt, mi v t nhin. - Bo co t TNS Vit Nam cho thy nhu cu tiu th sn phNm thc ung tin dng v c li cho sc khe ang tng mnh ti th trng nc gii kht Vit Nam. Th trng ny cng cn nhiu tim nng ln ch i cc nh sn xut n khai thc, kinh doanh. 65% th phn b ng ca th trng nc gii kht c ngun gc thin nhin nhng ch cho cc loi nc ung: sa u nnh, nc p rau m, c rt... c sn xut theo "cng ngh" th cng. Vi gi thnh bnh dn ging nh cht lng, cc loi nc ung ny thng c by bn va h, c mt hu ht cc khu dn c. Vi u th "ngun gc thin nhin, gi thnh r", khng t ngi vn chp nhn thng thc nhng mn gii kht ny nhng chic xe Ny, qun nc va h... vi gi cc r: 1.000-4.000 ng/cc. Mc d cc loi nc ung ny khng bit c sn xut ti u, khi no nhng a s ngi dn vn chp nhn s dng. 2.2. Th trng Tr xanh ng chai Tr xanh l cht liu dng ch bin thc ung ph bin trn th gii t hng nghn nm nay, c bit cc nc khu vc chu nh Trung Quc, i Loan, Nht Bn, Hn Quc Ung tr thm ch c nng ln thnh ngh thut vi nhng nghi thc c bit v trang trng. Nhp sng hi h hin i thc Ny ngnh cng ngh nc ung pht trin mnh m. Cuc sng hin i thc Ny ngnh cng nghip nc ung tin dng pht trin mnh m Tr xanh ng chai cng nm trong dng chy ny. V th trng tr xanh, mt s nc trn th gii nh u, M, Nht, Hn th trng thuc v cc sn phNm ca Lipton, Pepsi, Nestl, Coca Cola, Uni President, URC,Cn Vit Nam chnh l nhng ci tn quen thuc: Tr xanh

- 18 -

Khng ca Tn Hip Pht, C2 ca URC,100 ca Tribeco, Queen Tea, Pure Green (Uniliver) ang chim lnh th trng. Tuy nhin, thng hiu Tr xanh O c l c nhiu ngi bit n nht hin nay. Theo bo co ca cng ty nghin cu th trng TNS Vit Nam, thng hiu pht trin nhanh nht Vit Nam nm 2007 thuc v tr xanh ng chai, Tr Xanh O ca cng ty Tn Hip Pht. S liu iu tra ca TNS ti 2.150 h dn cc Tp.HCM, H Ni, Nng v Cn Th, t thng 11/2006 n thng 11/2007, ch ra mc tiu th Tr Xanh O tng 190% cc khu vc ny, trong khi tr xanh ng chai ni chung tng mc 80%. Hin Tr Xanh O ang chim 17% th phn v tr thnh Vua ca cc loi tr xanh ng chai ti Vit Nam.

4. Phn tch chin lc xy dng thng hiu ca sn ph m Tr xanh O Vo khong u nm 2006, Cng ty Tn Hip Pht tung ra th trng Tr xanh O . Loi thc ung tr xanh ny c ng chai PET tin li cho ngi s dng ny, ln u tin c mt trn th trng Vit Nam. Tr xanh O , ng trong chai Pet, ngoi tc dng gii kht, gii nhit rt hiu qu, cn em li nhiu li ch khng ng khc cho sc khe. Vi thng ip truyn thong (message key) c chit xut t l tr xanh, tr xanh khng cha nhiu vitamin C, E v hm lng Epigallocatechin Gallate (EGCG). EGCG l hot cht chng oxy ha, c tc dng chng lo ha gip em li mt sc sng ti tr, khe mnh, gim stress, ngn nga ung th v tng sc khng cho c th. Tn Hip Pht nhanh chng gy c ting vang ln. Th phn trung bnh ca Tr Xanh O trong theo s liu ca AC Nielsen l trn 50%: thng 1/2007: 32,6%; thng 2/2007: 30%; thng 4/2007: 48%; thng

- 19 -

5/2007: 49%; thng 6/2007: 53%; thng 7/2007: 52%; thng 8/2007: 57%; thng 9/2007: 56,1% . Tuy nhin, l ngi dn u khng c ngha l lun dn u. Ngy cng c nhiu i th tham gia vo phn khc ny, cuc chin cnh tranh gia cc i th ngy cng gay gt hn. 4.1. Cc i th cnh tranh chnh trn th trng Cng ty URC Vit Nam: vi sn ph m Tr xanh C2 URC Vit Nam u t vo Vit Nam vi s vn ln n 14,5 triu v t nh my ti KCN Vit Nam Singapore. Sn phNm C2 l thng hiu tr xanh thnh cng rc r ti Philipines. Tuy nhin, khi vo Vit Nam C2 cha t c thnh cng nh mong i. Ti thi im ra mt, C2 dng nh b bt ng v ri vo tnh th b ng v O ra mt trc v c h tr mnh m bi cc hot ng truyn thng rm r. Mi n thng 9/2007, C2 mi gia tng n lc marketing thng qua vic qung co rm r trn Tivi kt hp vi chng trnh gim gi mnh m. C2 la chn nh v mt lnh & thanh khit (Cool & Clean). Nhn vt i din thng hiu trong phim qung co thuyt phc ngi tiu dng hy chuyn t nhu cu tiu dng nc ngt sang tr xanh.

Cng ty Pepsi Cola & Unilver Vit Nam: vi sn phNm Lipton Pure Green Pepsi Cola mua li nhn hng Lipton dng lng t kh lu (cn Unilever vn tip tc s hu Lipton dng bt ng gi). Pepsi nh ting cho s xut hin ca Lipton Pure Green vi nhng on qung co ngn trn mt vi i truyn hnh cc tnh. Lipton Pure Green thanh khit nh sng mai cng xut hin ti mt s im trng by thnh ph ln v c qung co l sn xut t 100% l tr non vi cht chng lo ha. Vi cc nh phn phi, gi bn ca Lipton Pure Green hon ton c th cnh tranh vi Khng , C2,. Li th Lipton Pure Green l c tn dng cc knh phn phi hin c ca Pepsi.

- 20 -

Cng ty Cng ty Interfood: sn phNm Wonderfarm Tr Xanh + Interfood tin thn l Cng ty cng nghip ch bin thc phNm quc t (IFPI), Ch u t ban u l cng ty Trade Ocean Exporters ca Malaysia. Vo thng 8 nm 2005 Interfood chnh thc chuyn sang hot ng di dng cng ty c phn. Cng ty hin c 2 nh my u t ti ng Nai (Bin Ho v Long Thnh). Sn phNm ca cng ty Interfood bao gm hn 200 loi nc tri cy ng hp, ung ng lon nh tr b ao, nhn sm cao ly, nc yn ngn nh, nha am, bnh quy, thc phNm ng hpdi nhn hiu Wonderfarm, Okayo, Ngoi cc mt hng hin c cng ty va tung ra th trng dng sn phNm nc tri cy khng gas v c gas, nc cam p ng chai, tr xanh , tr hoa cc, tr chanh. Cc sn phNm ny c cung cp trn dy chuyn PET chit sut nng (nhit si) ha hn mang li nhiu li th cnh tranh. 4.2. Phn tch marketing mix sn ph m Tr xanh O
Sn ph m

Gi bn

Th trng mc tiu

Phn phi

Chiu th p dng Marketing hn hp vo th trng mc tiu

- 21 -

4.2.1. Th trng v khch hn mc tiu Th trng trng im


Mien Trung 5% Mien Bac 5%

TPHCM 30%

Tay Nam Bo 30%

Dong Nam Bo 30%

Sn phNm Tr Xanh Khng nhm vo i tng l nhng ngi c tui t 19 n 49, c bit l tui 19 n 25, thu nhp trung bnh, l nhng ngi c nhu cu gii kht, thch ung tr- mt lai thc ung thin nhin c li cho sc khe. V chnh nhng ngi lun n nhn ci mi nhng vn trn trng nhng gi tr truyn thng, lc quan, khe mnh, lm vic ht sc l nhng ngi tin phong cho mt tro lu s dng Tr Xanh O , mt sn phNm c nh gi l t ph tiu biu nht ca th trng ung trong nm 2007. 4.2.2. Chin lc sn ph m (Product) y l chin lc quan trng nht trong chin lc marketing bt c doanh nghip no. C th ni sn phNm l chin lc u tin, ng vai tr quyt nh cho s thnh bi ca doanh nghip trn th trng. V sn phNm gn lin vi nhu cu, mong mun ca ngi tiu dng. Qua kt qu bo co t cc cng ty nghin cu th trng cho thy: ngi tiu dng ngy cng thc v quan tm n vn sc khe. Ti cc quc gia

- 22 -

pht trin, khuynh hng s dng thc phNm c li cho sc khe v ang c ch trng c bit. Xu hng ny bt u lan sang v thnh hnh ti th trng Chu . Cc cng ty v mt hng tiu dng nhanh cng nhanh chng nm bt v tung ra th trng cc dng sn phNm phc v cho nhu cu ny. Theo thng k ca AC Nielsen, 18 trong s 24 ngnh hng thc phNm v ung c tc tng trng mnh nht trn th gii thuc v nhng ngnh hng c a vo dng tt cho sc khe. Ti Vit Nam, s xut hin hng lot cc sn phNm ca cc i gia trong ngnh thc ung nh: Diet Coke, Diet Pepsi, Sa t bo, Sa khng bo, Yaourt khng ng..v..v... Tuy nhin, s u t vo chin lc truyn thng marketing cha c quan tm ng mc. Thin thi a li Nhn ha iu ny c th ni gp mt phn khng nh v s thnh cng ca Tr Xanh O . Khi nhn thy mt th trng thc ung cho sc khe y tim nng cha c khai ph, ng thi cc cuc iu tra cho thy ngi tiu dng gn nh chn vi cc loi nc ngt c ga trn th trng. H gn nh buc phi ung v khng cn s la chn no khc ngoi. Tn Hip Pht nhanh chng tn dng tung ra th trng loi thc ung c th ni l truyn thng trong hin i Tr xanh ng chai.

4.2.2.1. Ct li sn ph m Cc c im ca sn phNm tr xanh ng chai: + L sn phNm sn xut theo cng ngh hin i, tin li c ng chai an ton, bo m v sinh. + c sn xut t cc cng thc c vitamin C, E v hm lng Epigallocatechin Gallate (EGCG). + D ung v d dng tm mua, ph hp cho s ng mi ngi. + Cc nhn hiu nc ung t tr xanh c phn bit thnh cc nhm: o Nhm Tr ti lc

- 23 -

o Nhm tr ha tan o Tr chanh ng lon

Li ch chc nng: Sn phNm Tr Xanh O c sn xut t 100% tr xanh thin nhin c chn lc kht khe, vn chuyn khp kn n cng ty v ch bin vi dy chuyn cng ngh hin i cho ra i mt sn phNm Tr Xanh O mt lnh, ti ngon, lun gi li c cc tinh cht c li cho sc khe. Tinh cht tr xanh gip gii nhit, gim cng thng v c bit c cht EGCG- l cht chng oxy ha hiu qu, gip ngn nga ung th, chng lo ha v tng cng sc khng. Li ch l tnh: Gii kht; kht Thun tin C li cho sc khe

Li ch cm tnh Tr trung, hin i i cng xu hng Sang trng, tinh t m vn truyn thng

4.2.2.2. Chin lc nh v nhn hng Hot ng marketing v truyn thng ca Tr Xanh Khng u c lp da v mc tiu nh v l mt thc ung cn thit cho cuc sng hin i, vi chin lc tp trung vo c tnh v li ch ca sn phNm.

- 24 -

Khch hng mc tiu (target): - Nam & N - tui : t 16 49 - L thanh nin, gii tr thnh th, thuc tng lp trung lu, hoc c th l cng nhn, hc sinh sinh vin, v k c ngi bun bn (Sec ABC) - Sng tp trung cc Tp ln v cc qun, huyn ni/ ngoi thnh (Living in urban) - Quan im sng: nng ng, thch khm ph ci mi, thch mo him, ham hc hi, cu tin, vui nhn, thch tham gia cc hot ng x hi..

C li cho sc khe +

Gi -

Gi +

C li cho sc khe -

- 25 -

i tng truyn thng chnh (communication target) Thanh nin tui t 19-25. Lnh mnh, lc quan, hin i & tr trung nhng ngi tn dng c hi pht trin i sng thnh cng Ngy nay, h ang phi i mt vi p lc ca cuc sng (cng vic, gio dc, truyn thng ...), stress..v.v... V vy, h mun c sc kho H tin vo nhng tinh cht t t nhin. H hiu nhng g h ung c hu qu v sc khe ca h. V vy, bt c ni no trong nh hay Out-of-home, h lun t s la chn khe mnh ln u.

Consumer insights: L thc ung n t thin nhin, tt cho sc khe (Healthy Premium Convenient) Tt c cc thc ung c th gii ta cn kht ca ti nhng n khng tt cho sc khe ca ti

Reason to believe: + EGCG- l cht chng oxy ha hiu qu, gip ngn nga ung th,. + Vitamin C,E - chng lo ha v tng cng sc khng + Bao b, ng gi p v cao cp + S dng Number One lm thng hiu bo tr.

Consumer benefit: l thc ung gii kht, tt cho sc khe, chng oxy ha, ngn nga ung th.

Add Values: cht lng sn phNm (thin nhin kt hp vi cng ngh hin i)

- 26 -

Brand personality: Gn gi: ng cm, quan tm chm sc, thch chia s, lun bn bn ng tin cy: chuyn gia chm sc sc khe cho bn T thin: thu hiu thin nhin v trn trng gi tr m thin nhin mang li

Gi tr thng hiu: Xy dng hnh nh l Sn phNm lm t thin nhin vi cng ngh. Ngi m u trong ngnh hng tr xanh ng chai v to ra mt xu hng mi trong th trng nc gii kht (market leader)

Tn nhn hiu: Sn phNm Tr xanh O c u t kh k lng t vic chn la tn thng hiu, logo v slogan. Tuy cng mt tng gii kht mt lnh chung nhng Tn Hip Pht kho lo hn Lipton ch h chn la tn nhn hng rt Vit ha O - ICE TEA. Khng tha mn c cc yu cu sau: - L cm tnh t gip mang li cm gic mt lnh ca nhit . iu ny gip phn nh c li ch v cng dng ca sn phNm. - Lm cho cc hot ng qung co tr nn d dng hn (concept) - C ngha, d c, d nhn bit v d nh.

Bao b: - V kiu dng bao b ca O : vi nn hnh mu xanh ti mt ca l tr to cm gic gn kt vi thin nhin, ng thi thu ht c s ch . - ng trong chai PET 500ml tin li, thit k cao cp, d ng gi v vn chuyn. Chai PET ng tr xanh chu c nhit cao v phi chit rt khi cn nng. Bn cnh , chai PET cng c th ti ch, gp phn bo v mi trng.

- 27 -

4.2.2.3. Chin lc c cu, m rng sn ph m M rng thng hiu l vic tn dng sc mnh ca nhn hiu trong vic m rng sn phNm, m rng th trng hoc m rng sang ngnh khc. Doanh nghip c th thc Ny sn phNm ca thng hiu mnh ti nhng th trng mi tng doanh s bn hng, tng li nhun sn xut v nng cao danh ting cho mnh. Tn Hip Pht s dng Tr Xanh O l thng hiu chnh bao trm cho mt lot cc loi sn phNm.

o
KHNG

Tr tho mc, ng cc. Tr Barley

Tr xanh Tr Xanh Khng ng Tr Xanh V Chanh Tr Xanh Mt Ong

Tr tri cy Tr Cam Tr Chanh Tr Du

Tr Chu Tr B ao Tr Atis Tr Sm

4.2.3. Gi (Price) Tn Hip Pht kt hp v s dng cc chin lc nh gi mt cch linh hot. V c tun theo nhng tiu ch sau: - c chp nhn v tha mn bi khch hng mc tiu. - Mc chit khu tt cho i l v nh bn l. - C kh nng cnh tranh vi cc i th trong tng phn on

Gi bn sn phNm Tr Xanh O c nh gi trn mc tiu : - Mc tiu: khng nh s dn u, cht lng cao v sn phNm c o - Gi ngh bn cho ngi tiu dng l 6,000/chai PET 500ml

- 28 -

4.2.4. Knh phn phi (Place) ngi tiu dng c th d dng tm mua sn phNm, Tr xanh O xm nhp vo tt c cc knh phn phi vi ph rng khp ton quc. Mc tiu t c sau chin dch tung sn phNm l: hn 30.000 ca hng/4 tun sau chin dch tung sn phNm 4 thnh ph ln H Ch Minh, Cn Th, Nng, H Ni, Hi Phng.

Xy dng h thng knh phn phi: - Tp ha c bn thc phNm; Quy thc phNm; Qun gii kht; Qun c ph ven ng. - Siu th, trung tm thng mi, nh sch - Horeca: Hotels; Restaurants; Karaoke

Chit khu hoa hng cho ng ra th trng


Nh my
Nh phn phi i l cp 1 Cp 2/ Outlets Ngi tiu dng

Tr xanh Khng

117,000 (4,875)

118,000 (4,875)

118,000 (4,875)

119,000 (5,000) 20%

144,000 (6,000/chai)

- 29 -

SA 118,000 NPP 118,000 THP 117,000 i l bn s C1 118,000 MT 118,000 C2 119,0 00 Outlets 121,000 Ng i tiu dng 144,000

4.2.5. Hot ng chiu th, truyn thng marketing (Promotion) Cc phng tin v cng c chnh trong hot ng truyn thng c p dng cho chin dch tung sn phNm Tr xanh O . Qung co gii thiu sn phNm TVC 30 trn cc knh truyn hnh ton quc. Print Ad c tng ti khp cc trang bo: Tui tr, Thanh nin, Th gii Ph n, Tip th gia nh... Chin dch PR v cng dng ca Tr xanh v li ch ca sn phNm Tr xanh O c chy 1 ln/tun trong thng 3/2006 trn cc bo. S dng cc cng c h tr bn hng: khuyn mi, sampling NTD, route sampling, trng by sn phNm, dn poster, billboard, Event nhm tng cng s nhn bit nhn hiu cho ngi tiu dng.

Cc hot ng chiu th ny u da trn chin lc nh v sn phNm: To s nhn bit n khch hng mc tiu v sn phNm Tr xanh O thc ung t tr xanh thin nhin tt cho sc khe. Tuyn truyn nhn thc v chc nng v cng dng ca l tr xanh.

- 30 -

Cc hot ng ti tr nhm h tr cho vic xy dng thng hiu Tn Hip Pht tham gia vo hot ng ti tr trong nhiu lnh vc khc nhau, t th thao, vn ho ngh thut n cc hot ng x hi nhm ngoi mc ch tng s nhn bit thng hiu t ngi tiu dng. Mt s hot ng ti tr nu bt c tnh cch v to c ting vang cho sn phNm nh Cp Xe p truyn hnh TPHCM (dnh cho vn ng vin ua xe p nh cao chng minh vic b sung nc v mui khong ca Number One Active cho vic mt nc trong qu trnh vn ng), show truyn hnh thc t Chinh phc nh Everest (Number One ti tr - khch hng mc tiu l gii tr thch chinh phc v khng nh mnh), cuc thi ca nhc dnh cho hc sinh sinh vin ton quc Ting ca hc ng (Number One Juice ti tr khch hng mc tiu tui t 13 n 19 tui), cuc thi Siu mu Vit Nam Barley 2008 (Tr Barley Khng ti tr - khch hng mc tiu l nhng ngi quan tm n sc kho v sc p) Trong nm qua, THP ng trong top 10 cc doanh nghip chi cho hot ng qung co nhiu nht ti Vit Nam v hot ng ti tr chim th phn khng nh trong ngn sch ny. Trong , t trng ln nht l cc nhn hng dnh cho vic chm sc sc kho nh tr xanh, tr Barley, sa u nnh, nc tng lcMi nhn hng u c phn chia ngn sch marketing ring. V mc ln nh ca chng trnh ti tr nh mt bui biu din ca nhc, thi trang, gameshow hay cuc thi, mt gii u ln s ph thuc vo chin lc pht trin thng hiu trong thi im .

- 31 -

CHNG 3 NHN NNH V GII PHP NNG CAO HIU QU 3.1. Phn tch ma trn SWOT 3.1.1. Bng phn tch SWOT cho Cng ty Tn Hip Pht. IM MNH (STRENGTHS) - Tr l ch lc kinh doanh ca Tn Hip Pht. - Dn u th phn ng chai PET - Gi tr ni ti thng hiu mnh - Dn u th phn trong phn khc tr xanh - O l thng hiu tin phong - u t cng ngh cao vi cng ngh v trng - Linh hot, nhy v th trng v ra quyt nh nhanh chng - u t Nghin cu v pht trin (R&D) mnh C HI (OPPORTUNITIES) - Thm nhp, m rng th trng min Trung v Bc THCH THC (THREATS) - Ton cu ha v s xm nhp ca cc tp on nc ngoi IM YU (WEAKNESSES) - H thng phn phi cha mnh - c tnh sn phNm mu thun - Thiu i ng bn hng c nng lc - nhn bit ca khch hng cha t cao so vi Lipton

- 32 -

- M rng nhn hiu vi s a dng ha dng sn phNm - Ngn chn i th vi s i mi sn phNm lin tc - Th trng tim nng cao vi s tng trng nhanh Xut khNu sang th trng ln cn

- Xut hin ngy mt nhiu nhng phn khc gi thp - S tht bi trong vic phn b li h thng bn hng v phn phi

3.1.2. Bng phn tch SWOT cho tng qut sn ph m Tr xanh O im mnh
-i tng khch hng chnh ca Tr O vn l gii tr, lun quan tm n sc khe bn thn v gia nh, nhng ngi c

im yu -Th phn th trng Tr xanh ang b cc nhn hng khc e da th phn nh: Tr B ao , Juice,.

C hi
-Sn lng ngnh hng Tr ung lin ang gia tng mnh, trong sn lng tng ng k (11.21%) -Ngi tiu dng hin nay ang c xu hng chuyn dn t nc c gas sang s dng nhng sn phNm c li cho sc khe.

Thch thc
-Hin nay, Wonderfarm ang thm nhp v chia s th phn trong phn khc tr xanh -Trn th trng c rt nhiu nhn hiu tr xanh khc nhau.

Th

thu nhp trung

trng bnh kh.


=> i tng ny ang tng ln rt nhanh v chim a s trong tng dn s Vit Nam.

Sn

Khng ang chim c thin

Sn phNm cng ty c qu nhiu dng

Sn phNm c nhiu dng sn phNm gip

S cnh tranh gay gt t i

- 33 -

ph m

cm i vi ngi tiu dng. L Sp thuc dng Sp c li cho sc khe t thin nhin. Vic phn phi hng ang dn c m rng trn tt c cc knh. t bit l chin lc bn hng trc tip qua tuyn

sn phNm nn i ng sales gp kh khn trong vic gii thiu sn phNm cho khch hng.

to nhiu c hi chn la cho ngi tiu dng

th cnh tranh thng qua bn hng v truyn thng.

Cha n nh v mt t chc nhn s.

C th tip cn c ngi tiu dng tt hn => tng doanh s. Uy tn ca cng ty ang c nng cao trong lng ngi tiu dng. Sn phNm c nhiu dng gip to iu kin cho vic thm nhp vo nhiu phn khc th trng khc nhau.

Cc i l s khng nhit tnh hp tc vi THP v chng ta ly i khch hng ca h (hp tc vi NPP bn hng theo tuyn route)

Phn phi

route. H thng phn phi ca THP ang c m rng sang cc th trng mi, nh th trng Nga, Campuchia, Lo, c, . . . S dng chnh sch gi cnh tranh. Thng xy ra vic bn ph vng ph gi. Kh khn trong vic qun l.

S dng chnh sch cnh tranh v gi ti cc vng TP trung tm.

B s cnh tranh v gi ca i th

Gi c

S dng chnh sch nhiu gi To s linh ng gi cho tng khu vc.

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Tng tnh cnh tranh v gi trn mt s th trng. Tn hng gi tr truyn thng v hnh nh ca Khng , Number One S dng tt c cc phng tin truyn Khng ngn sch nh trn tt c cc th trng. c NTD tin tng v tn nhim v nhn hiu Khng . Tp trung PR, TVC, . . .ti cc th trng trng im. NTD c th khng chp nhn ngay cch nh v nhn hng cng dng khc. NTD hiu sai thng ip truyn ti (nhiu thng tin). i th s dng phng tin truyn thng i ph.

Truyn thng xy dng thng khuyn mi


hnh nh nhn hiu: TVC, Print Ad, Billboard, banner, poster,

3.2. Phn tch i SWOT cc th cnh tranh Thng hiu im mnh


Chi ph thp, gi

im yu
KhNu v cha ph hp vi ngi Vit Truyn thng yu

C hi
S cnh tranh ln vi cc cng c h tr

Thch thc
Ci tin sn phNm a dng ha sn

URC (C2)

r C kinh nghim trong kinh doanh tr

thng hiu v phNm pht minh sn

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Nng ng trong khuyn mi Nhn hng mnh nht trong ngnh tr Chu (nht l Tr B ao) Xut khNu mnh Nhiu kinh nghim trong INTERFOOD kinh doanh tr

Hnh nh thng hiu yu Mu m bao b xu Yu trong phn khc tr xanh Cc cng c h tr khc cha c mnh Da qu nhiu vo xut khNu

phNm nng ng S cnh tranh mnh m vi s h tr nng ng Phn khc tr

Cc cng c h tr thng hiu Ci tin bao b v sn phNm Nng cao thng hiu Wonderfarm

xanh pht trin tin vo phn nhanh vi cc cng c h tr sn phNm cao cp khc tr xanh

(WONDERFARM) Mng li rng Nhn hng lu i Gi hp l Nim yt trn th trng chng khon (HOSE) Kt hp gia 2 thng hiu ni ting

Cnh tranh ln u t vo sn vi cc cng c h tr v pht minh sn phNm nng ng/ pht phNm ng chai PET

Pepsi Cola & Unilver Vit Nam (Lipton Pure Green)

Ngn sch tip th ln Mnh v tr ha tan Dn u trong phn khc tr en v tr sa Tn dng cc

trin thm nhiu phn khc ngnh hng phc v sc khe

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knh phn phi hin c ca Pepsi

3.3. Nhn xt v xut gii php ci thin, nng cao hiu qu 3.3.1.Nhn xt v mt thun li Cng ty Tn Hip Pht l mt trong nhng nh sn xut v phn phi cc sn phNm bia v nc gii kht thnh cng nht ti Vit Nam. Cng vi vic u t mnh m trong vic xy dng c s h tng, my mc trang thit b hin i v tr s iu hnh, u t nh my sn xut rng hn 110.000 m2. Cc thit b, dy chuyn cng ngh nghin cu v sn xut hin i c nh gi l bc nht ng Nam . L n v u tin trong ngnh bia v nc gii kht t chng ch h thng qun l cht lng ISO 9001- 2000. Tr xanh O l mt sn phNm t ph ca Tn Hip Pht trong tnh hnh Number 1 ngy cng b ln lt bi Sting vo nhng thng u nm 2006. ng trc nhu cu tiu th sn phNm nc khng gas tng gn 30% mi nm, vi hn 50% ngi tiu dng thnh ph ang chuyn dn sang cc loi nc t nhin, t ngt trong khi sn phNm nc c gas ang dn bo ha vo thi im . Do vy, khng ngc nhin khi nm va ri, Tr xanh O l thng hiu pht trin nhanh nht vi mc tiu th c lc tng ti 190%. Doanh s bn hng nm 2007 ca cng ty t n 1.180 t ng. n nay, Tr xanh O vn dn u trong phn khc tr xanh ung lin.. Cc chin lc nh v ph hp vi xu hng tiu dng (c li cho sc khe, s dng tin li). Ngnh hng tr xanh ung lin ch mi pht trin trong thi gian gn y, v vy th trng vn cn y tim nng pht trin. iu ny cng dn n s tham gia ca cc i th ln v sc hp dn ca th trng. Tn Hip Pht cn nm gi c hi ny m rng v pht trin cho thng hiu O .

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Tuy nhin, khng c con ng no ch tri y hoa hng, con ng trc mt s kh khn hn nhiu cho Tn Hip Pht. 3.3.2.Nhng kh khn Vng i sn phNm tr xanh ng chai hin ang nh pht trin, chnh v vy ngy mt nhiu i th cnh tranh tham gia vo th trng. Th phn ngy cng thu hp v b san s dn. Cc sn phNm mi tham gia vo th trng, c mu m bao b khin ngi tiu dng kh phn bit, d nhm ln. Tuy hp dn v gi nhng Tr xanh O vn cha thm nhp c th trng min Bc nh mong i. Vic m rng dng sn phNm vi c tnh mi khi a vo th trng c th to ra s nhm ln v nhn din thng hiu. Vic s dng m hnh pht trin thng hiu Umbrella brand c u im l kh nng tp trung ngun lc vo trong mt nhn hiu ln. Tuy nhin cng d dng b ph v theo cnh tranh. Vic m rng qu nhiu chng loi s lm cho Nhn hiu O b long dn, v b vt kit. 3.3.3. Mt s xut Cn c chnh sch gi khc nhau i vi tng khu vc khc nhau, c bit l ti nhng th trng m sn phNm cha thm nhp vo c nh Min Bc v Min Trung. Cng c v pht trin h thng phn phi bn hng ti cc th trng ny. Tng chit khu i l hp dn cc n v nhn lm i l. Bn cnh , th trng min Bc, theo quan st ca ti th y l th trng kh tnh, v vn pht trin rt mnh v ngh trng tr. Thi quen nu l tr xanh lm thc ung cng c tn ti lu i. V vy, xut ca ti l lp chnh sch nghin cu v nh vn v sinh an ton thc phNm do c d lng thuc tr su cao. Cn O th c ngun nguyn liu ring, kim sot c hon ton v v sinh an ton thc phNm. Ngi ngoi Bc thch ung tr

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nng hn l tr p lnh nn c th nghin cu cc sn phNm tr xanh nguyn cht c th pha long vi nc nng ung nh h vn thng s dng. Ngoi ra, thuyt phc mt th trng vn kh tnh v c thi quen ung tr t lu i, phn khc mc tiu nn thu hp li v ch tp trung vo i tng tr. Tng chiu su sn phNm bng cc dung tch nh hn hoc ln hn, cc dng ng gi. Chit khu cao cho cc knh phn phi l cn tin trng hc.

Chin lc gi: C th ni rng khung gi ti u cho tr xanh v chanh l t 6000-6500 /chai 500ml, khung gi ti u cho tr xanh khng ng l 5500 6000/chai 500ml. Mc gi ngh cho tr xanh v chanh l 6,5000/chai 500ml v vi mc gi ny, theo quan st th hnh vi ngi tiu nh mua cn kh cao. i vi tr xanh khng ng, mc gi c th chp nhn nm trong khong t 5.000 n 5.500 /chai. Ty theo chin lc gi ca Tn Hip Pht, chng ta c th: - Tung tr xanh khng ng mc gi 5,500 nh vo s ng - Tung vi gi ngang vi tr xanh v chanh 6,500 nhm vo nhm ung khng ng

Chin lc chiu th: Hin nay tr xanh O ang v tr pht trin cao trong chu k sng ca sn phNm, cc chin dch qung co nghing v phn l tnh trc y u t kt qu tt trong vic xy dng hnh nh 1 sn phNm t nhin,c li cho sc khe,mang li cm gic sng khat,mt m,gii nhit cuc sng. ng thi ,nhn thc v tc dng ca tr i vi ngi tiu dng kh cao (hn 50%),bn cnh cc chin dch PR ca i th cng gp phn xy dng nhn thc y thm vng chc

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Nhn hiu C2,queen tea,100.. Ln lt ra i khin cho tnh cnh tranh ngy cng tng. c bit i vi 100,sn phNm ca Tribeco ang thc hin chin lc bt chc sn phNm O khin ngi tiu dng d c nhn thc nhm ln v 2 sn phNm.Cc i th trn cng ang ra sc xy dng knh phn phi kh mnh cnh tranh vi O . Tc dng ca tr, thng c cp n chc nng : "gii nhit", "mt cho c th", " tnh to trong cng vic" v "tt cho sc khe" . Do , y l lc Tr xanh O nn chuyn dn t qung co l tnh sang cm tnh ngoi nhng gi tr l tinh m ngi tiu dng c nhn thc khc cao tr xanh thin nhin, gii nhit, mt cho c th..phi cn tm kim mt gi tr cm tnh hn em n s khc bit cao cho sn phNm. Tp trung cho nhnh Below the line hn vi cc chng trnh h tr bn hng, khuyn mi vi chnh sch Ny lm trng tm gp phn thu ht, gi chn cc i lBi v, l mi nguy ln nht ca mt thng hiu dn u i khi ng qun trong chin thng. Vi nhng xut ny, c th gp mt phn nh trong chin lc marketing sp ti ca Cng ty Tn Hip Pht. Mt hn ch ca n v hng pht trin tip theo: - y ch l nhng xut da trn nhng s liu v thng nghin cu ti bn v kin thc t mn hc. Vic thu thp s liu gp nhiu hn ch v ngun. Bn cnh , do thi gian nghin cu i hi di v chi ph vt ngoi kh nng. - c c nhng chin lc hiu qu cao, i hi cn phi u t thi gian, chi ph v s liu mang tnh nh lng hn. - Tt c nhng yu t trn phn no nh hng n vic a ra nhn nh v gii php. Tuy nhin, kt qu nghin cu ny khuyn khch ti nghin cu xa

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hn nhng nh hng n s pht trin thng hiu Tr Xanh O . Vch ra nhng phng hng r rng cho nghin cu v sau ny.

TI LIU THAM KHO - Marketing cn bn, NXB Lao ng X hi, i hc Marketing. - Philip Kotler, Marketing cn bn, NXB Thng k, H Ni, 1994. - Cc khi nim c bn v Marketing, Chng trnh D n M Kng (MPDF), NXB Tr, Tp.HCM, 2002. - Al Ries, nh hng tp trung, NXB Tng hp Tp.HCM, 2007. - David F.DAlessandro, Cuc chin thng hiu, NXB Lao ng X hi, H Ni, 2007. - Matt Haig, B quyt thnh cng 100 thng hiu hng u th gii, NXB Tng hp Tp.HCM, Tp.HCM, 2005. - Tn Tht Nguyn Thim, Du n thng hiu Ti sn & gi tr, NXB Tr, Tp.HCM, 2006. - www.thp.com.vn: webside cng ty Tn Hip Pht - www.vienkinhte.hochiminhcity.gov.vn: Vin nghin cu v pht trin kinh t Tp.HCM. - www.dpi.hochiminhcity.gov.vn: S KHT Tp.HCM - www.moi.gov.vn: B Cng thng Vit Nam

Cng mt s t liu thng k, nghin cu khc.

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