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B GIO DC V O TO TRNG I HC KINH T THNH PH H CH MINH

BI TIU LUN MARKETING CN BN


TI: Chin lc Marketing mix ca Heineken

GV hng dn: NGUYN VN TRNG Nhm sinh vin thc hin:

STT 1 2

H v tn TRN TH DUYN ANH NGUYN PHNG THO

Lp KI03-K36 KI04-K36

TP.HCM nm 2012

Tiu lun Marketing cn bn

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MC LC Trang LI M U ........................................................................................................ 4 CHNG I: C S L LUN LUN V MARKETING MIX .................... 5 1. Khi nim Marketing mix .............................................................................. 5 2. Cc thnh phn ca Marketing mix ............................................................... 6 2.1. Sn phm (Product) ................................................................................. 6 2.2. Gi (Price)................................................................................................ 8 2.3. Phn phi (Place) ................................................................................... 10 2.4. Xc tin (Promotion) ............................................................................. 11 3. Cc yu t nh hng n Marketing mix .................................................. 12 CHNG II: THC TRNG XY DNG V PHT TRIN CHIN LC MARKETING MIX CA CNG TY HEINEKEN ........................... 14 1. Tng quan v Cng ty Heineken ................................................................. 14 1.1. Lch s hnh thnh v pht trin ............................................................ 14 1.2. C cu kinh doanh ................................................................................. 18 1.3. Tm nhn v s mnh ............................................................................ 19 1.4. Tnh hnh hot ng kinh doanh............................................................ 20 1.4.1. V li nhun .................................................................................... 20 1.4.2. V doanh s ..................................................................................... 21 2. V Marketing mix trong xy dng thng hiu Heineken.......................... 22 2.1. V sn phm .......................................................................................... 22 2.1.1. Sn phm chnh .................................................................................. 22 2.1.2. Kiu dng v bao b ........................................................................... 24 2.1.3. Logo ................................................................................................... 26 2.1.4. Nhng dch v gn lin vi sn phm ............................................... 26 2.1.5. Chu k sng sn phm ....................................................................... 26 2.2. V gi c ................................................................................................ 27

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2.2.1. Mc tiu Marketing ca cng ty ..................................................... 27 2.2.2. Chi ph sn xut, kinh doanh ........................................................... 27 2.2.3. Uy tn v cht lng sn phm........................................................ 28 2.2.4. Nhu cu tm l ngi tiu dng ...................................................... 28 2.2.5. i th cnh tranh ........................................................................... 29 2.2.6. Mt s chin lc v gi ca Heineken ti Vit Nam .................... 30 2.3. V phn phi.......................................................................................... 31 2.3.1. Cc loi knh phn phi .................................................................. 31 2.3.2. Xut khu ........................................................................................ 31 2.3.3. Qun l knh phn phi ................................................................... 32 2.4. V xc tin ............................................................................................. 33 2.4.1. Qung co ........................................................................................ 33 2.4.2. Tuyn truyn v quan h cng chng ............................................. 33 3. nh gi chin lc Marketing mix ca Heineken ..................................... 35 3.1. u im ................................................................................................. 35 3.2. Nhc im ........................................................................................... 36 CHNG III: MT S GII PHP TRONG TNG LAI ....................... 37 1. Phn tch SWOT .......................................................................................... 37 1.1. im mnh v im yu ........................................................................ 37 1.1.1. im mnh (Strengths) ................................................................... 37 1.1.2. im yu (Weaknesses) .................................................................. 38 1.2. C hi v thch thc .............................................................................. 39 1.2.1. C hi (Opportunities) .................................................................... 39 1.2.2. Thch thc (Threats) ....................................................................... 40 2. xut mt s gii php trong tng lai .................................................... 41 KT LUN .......................................................................................................... 43 TI LIU THAM KHO .................................................................................. 44

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LI M U
c ch bin ln u tin vo nm 1870 ti Amsterdam, thng hiu Heineken c chnh thc cho i vo nm 1873. Nm 1975, sau khi nh my Amsterdam tr thnh bo tng Heineken Experiences, nh my mi ti Zoeterwoude - H Lan i vo hot ng. y l nh my sn xut bia ln v hin i nht Chu u lc by gi. K t khi thnh lp vo nm 1873 cho n nay, thng hiu Heineken lun c xem l ng ngha vi cht lng, khng ch trong hng v bia m cn cc mi quan h kinh doanh, trong cng vic cng nh trong t tng tin b. c c thnh cng nh ngy hm nay ca Heineken khng th khng nhc n vai tr v c ng quan trng ca Marketing, nhng tng ca Heineken phi n i r ng rt thng minh v hi hc, slogan Ch c th l Heineken kh ng nh v th ca loi bia ny trong l ng dn chng trn ton th gii. S thnh cng ca Heineken ng khm phc khng ch cho cc doanh nghip cng ngnh m cn cho nhiu chuyn gia Marketing khc hc h i. Ch nh v vy, trong phm vi ca bi nghin cu mang tn Ch n l M H n tn m n, ngi vit mong mun mang n cho ngi c nhng hiu khi

qut v nhng nguyn nhn chnh dn n s thnh cng ca sn phm ny. Ni dung ca bi nghin cu c chia lm 3 phn ch yu: Chng I: C s l lun v Marketing mix Chng II: Thc trng xy dng v pht trin chin lc Marketing mix ca cng ty Heineken Chng III: Mt s gii php trong tng lai Lnh vc Marketing l mt lnh vc kh rng ln v phc tp v th trong qu trnh nghin cu khng trnh kh i vic a vo nhng kin nh gi mang t nh ch quan, v vy nhm sinh vin mong mun nhn c nhng kin ng g p chn thnh ca ngi c.

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CHNG I: C S L LUN LUN V MARKETING MIX 1. Khi nim Marketing mix


Marketing mix (Hn hp hay Phi thc Marketing): l tp hp cc cng c Marketing m cng ty s dng t c cc mc tiu trong mt th trng chn. Thut ng ny ln u tin c s dng vo nm 1953 khi Neil Borden, l ch tch ca hip hi Marketing Hoa K ly tng cng thc thm mt bc na v t ra thut ng Marketing mix. Mt nh tip th ni ting, E. Jerome McCarthy, ngh phn loi theo 4P nm 1960, m nay c s dng rng ri.1 Hnh 1.1: 4P trong Marketing mix

Marketing hn hp - Wikipedia

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Marketing c th c chn t rt nhiu kh nng, c th hin nh mt hm c bn bin s l (P1, P2, P3, P4). Marketing mix ca mt cng ty ti thi im t cho mt sn phm A c mc cht lng q, gi bn m, chi ph phn phi y, chi ph xc tin z c th hin l (q,m,y,z). Mt bin s thay i s dn n s kt hp mi trong Marketing mix. Khng phi tt c nhng yu t thay i trong Marketing mix c th iu chnh trong ngn hn. Cng ty c th iu chnh gi bn, lc lng bn, chi ph qung co trong ngn hn nhng ch c th pht trin sn phm mi v thay i knh phn phi trong di hn.

2. Cc thnh phn ca Marketing mix


2.1. Sn phm (Product) L thnh phn c bn nht trong Marketing mix. c th l sn phm hu hnh ca cng ty a ra th trng, bao gm cht lng sn phm, hnh dng thit k, c tnh, bao b v nhn hiu. Sn phm cng bao gm kha cnh v h nh nh cc hnh thc dch v giao hng, sa cha, hun luyn, Phn trng tm ca l thuyt Marketing mix chnh l sn phm (dch v), nhng g m cng ty cung cp cho khch hng nh my git, xe hi, vt dng trang tr ni tht, hoc chnh sch bo him nhn th, dch v cho in thoi di ng, S cung cp ny cn bao gm cc kha cnh vt cht, cng nh cc yu t tru tng hn nh bo hnh, phng n chn la v dch v hu mi. Chng ta c th phn bit cc sn phm theo l tnh hoc thng qua cc dch v cung cp h tr sn phm . Nhng khc bit l tnh ca sn phm bao gm: Hnh thc - kch c, hnh dng, cu trc vt cht. Cc c im - v d: mt cng c x l vn bn mi. Cht lng hiu sut - mc m cc c tnh chnh ca sn phm pht huy c.

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Cht lng hot ng - mc m tt c cc n v ca sn phm u hot ng nh nhau. Tnh bn - tui th hot ng d kin ca sn phm di cc iu kin v p lc t nhin. tin cy - kh nng sn phm khng b trc trc hay h h ng. Kh nng sa cha - kh nng sn phm c th sa cha nu b h h ng. Phong cch - n tng v cm gic v sn phm. Thit k - cch m tt c cc c tnh nu trn phi hp vi nhau (d s dng, p mt, bn). Cng c th phn bit sn phm b ng cc c im khc bit v dch v nh sau: D t hng - mc m khch hng d t mua sn phm. Giao hng - mc giao sn phm nhanh chng v chnh xc. Lp t - mc thc hin tt cng vic lm cho sn phm c th s dng ti ni ch nh. Hun luyn khch hng - bt c th g cng ty cung cp hun luyn khch hng s dng sn phm. T vn khch hng - bt c iu g cng ty t vn hay cc dch v nghin cu cho khch hng. Bo dng v sa cha - mc cng ty gip khch hng duy tr sn phm hot ng tt. Trong thc t, vic thit k mt sn phm s da trn s hiu bit su sc v nhng nhu cu, mong mun v kh nng sn sng chi tr ca khch hng kt hp vi vic nghin cu th trng.

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Trong bi vit ny c cp khi nim chu k sng sn phm: Chu sng sn ph : l thi gian tn ti sn phm trn th trng. Nghin cu

chu k sng sn phm th hin s c gng nhn dng nhng giai on khc nhau ca qu tr nh lch s thng mi mt sn phm. Mt chu k sng in hnh ca mt sn phm c biu th b ng mt ng biu din c dng hnh ch S v gm 4 giai on: m u (introduction), tng trng (growth), trng thnh (maturity) v suy thoi (decline) (xem hnh 1.2). Hnh 1.2: Chu k sng sn ph m

2.2.

Gi (Price)

L thnh phn khng km phn quan trng trong Marketing mix bao gm gi bn s, gi bn l, chit khu, gim gi, tn dng. Gi phi tng xng vi gi tr nhn c ca khch hng v c kh nng cnh tranh. Gi bn: l chi ph khch hng phi b ra i ly sn phm hay dch v ca nh cung cp. Vic nh gi trong mt mi trng cnh tranh khng nhng v

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cng quan trng m cn mang tnh thch thc. Nu t gi qu thp, nh cung cp s phi tng s lng bn trn n v sn phm theo chi ph c li nhun. Nu t gi qu cao, khch hng s dn chuyn sang i th cnh tranh. Quyt nh v gi bao gm im gi, gi nim yt, chit khu, thi k thanh ton,... Trong cc th trng t do v cnh tranh, vic nh gi l trng tm ca hu ht mi giao dch. Khi khch hng thy r ng gi tr ca mt sn phm tng xng vi gi nh, khch hng s thc hin ngay giao dch mua bn m b qua cc la chn khc. Nh vy, vic tng hay h gi s iu chnh s lng n v sn phm cn bn. iu ny nh hng n v ng i sn phm. Nh cung cp c th nh gi cao hn khi sn phm c nhn nhn l mi l, c o v khng c sn phm thay th no hu hiu b ng. Nhng giai on chn mui ca v ng i sn phm, nh cung cp thng gim gi thnh v cc sn phm thay th v i th cnh tranh xut hin ngy cng nhiu. Nhn chung, nh cung cp s linh hot hn trong vic nh gi khi sn phm hay dch v ca h c t nh c o, ch ng hn nh mt cy n ghita sn xut theo n t hng hay mt chic xe hi th thao MG i 1962 c phc hi. i vi nhng sn phm thng dng hay ph bin, s linh hot s km hn v khch hng c nhiu s chn la v so snh. Nu nh cung cp nh gi cao hn th trng chung, vic bn hng s tr nn kh khn, c n nu h h gi qu thp th s lng hng bn tm thi tng ln, nhng s chng li khi cc i th cnh tranh cng h gi. Mt s nh cung cp thnh cng trong vic duy tr gi thnh cao b ng cch b sung cho cc sn phm rt b nh thng ca h nhng u im v s c o, cht lng hay s mi l. Phng php ny c bit ph bin trong ngnh cng nghip m phm. D cng ty bn nh gi sn phm hay dch v mc no, th gi cng l

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mt yu t quan trng trong Marketing mix v s c tc ng n kt qu kinh doanh. Bn c th t gi cho bt k mc tiu no sau y: tng s hng bn theo n v sn phm, tng li nhun, hay tng th phn; nh bi i th cnh tranh; hoc ngn khng cho i th cnh tranh xm phm l nh a ca bn. Nhng sn phm mi lun c thit k theo cc mc tiu v gi c th nh th ny. 2.3. Phn phi (Place)

y cng l mt thnh phn ch yu trong Marketing mix. l nhng hot ng lm cho sn phm c th tip cn vi khch hng mc tiu. Cng ty phi hiu r, tuyn chn v lin kt nhng nh trung gian cung cp sn phm n th trng mc tiu mt cch c hiu qu. Vic phn phi cp n a im bn hng v a sn phm hay dch v n vi khch hng. a im phn phi c th l mt ca hng bn l, mt mng li phn phi ton quc, mt website thng mi in t, hay mt catalog gi trc tip n khch hng. Vic cung cp sn phm n ni v vo thi im m khch hng yu cu l mt trong nhng kha cnh quan trng nht ca bt k k hoch Marketing no. Hu nh cc cng ty u c nhiu knh phn phi giao dch vi khch hng. Knh phn phi cng nhiu, cng hiu qu th c hi bn hng cng ln. Hy xem v d v cch tn dng nhiu knh phn phi ca nh xut bn b sch "Cm nang kinh doanh Harvard". Nh xut bn s dng lc lng bn hng to ra nhng khng gian trng by trong hiu sch v s bn thng qua Amazon.com. Lc lng bn hng ny cng s bn sch cho cc nh bn s sch, v s sch s c cung cp cho cc nh sch c lp. Bn cnh , nh xut bn s bn trc tip mt lng sch ln cho cc doanh nghip v cu lc b sch. Ngoi ra, b phn ph trch bn quyn cng s bn bn quyn chuyn ng b sch ny cho nhng nh xut bn khng dng ting Anh trn khp th gii. Cui cng, thng qua website thng mi in t ca mnh, nh xut bn s bn trc tip cho khch
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hng cui c ng, trnh nhng ngi trung gian v phn chit khu phi chi cho h. C nhiu cch a sn phm hay dch v n vi khch hng. Mt cng ty theo nh hng th trng c th p dng nhiu cch khc nhau tin hnh cng vic m khng gy mu thun gia cc knh phn phi. 2.4. Xc tin (Promotion)

Thnh phn th t ny gm nhiu hot ng d ng thng t v thc y sn phm n th trng mc tiu. Cng ty phi thit lp nhng chng tr nh nh qung co, khuyn mi, quan h cng chng, Marketing trc tip. Cng ty cng phi tuyn m, hun luyn v ng vin i ng bn hng. y l yu t cui c ng, nhng cng l yu t kh m t nht trong Marketing mix. H tr bn hng l tt c cc hot ng nh m m bo r ng khch hng nhn bit v sn phm hay dch v ca bn, c n tng tt v chng v thc hin giao dch mua bn tht s. Nhng hot ng ny bao gm qung co, catalog, quan h cng chng v bn l, c th l qung co trn truyn h nh, i pht thanh, bo ch, cc bng thng bo, a sn phm vo phim nh, ti tr cho cc chng tr nh truyn h nh v cc knh pht thanh c ng o cng chng theo di, ti tr cho cc chng tr nh dnh cho khch hng thn thit, bn hng qua in thoi, bn hng qua th trc tip, gii thiu sn phm tn nh, gi catalog cho khch hng, quan h cng chng... C rt nhiu hnh thc xc tin sn phm v h tr bn hng nn rt kh cp tt c y. Bn ch cn xc nh r ng: cng vi nghin cu th trng, vic xc tin sn phm v h tr bn hng chnh l mt xch truyn thng quan trng gia cng ty bn v khch hng m bn nhm n. Cn lu r ng, trn quan im ca ngi bn, 4P l nhng cng c Marketing tc ng n ngi mua. Trn quan im ca ngi mua mi cng c Marketing c

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thit k cung cp li ch cho khch hng. Robert Lauterborn cho r ng 4P l p ng 4C ca khch hng. Cng ty mun chin thng trn th trng phi p ng nhu cu ca khch hng mt cch c hiu qu b ng cc sn phm v gi c hp l, to tin li cho khch hng v phi c cch thng t thch hp. 4P Sn phm Product Gi Price Phn phi Place Xc tin Promotion 4C i h i v mong mun ca khch hng Customer needs and wants Chi ph i vi khch hng Cost to the customer Thun tin Convenience Thng t Communication

3. Cc yu t nh hn n Marketing mix Marketing mix khng c khun mu chung no cho mi trng hp m n thay i theo cc yu t nh hng nh: V tr uy tn ca doanh nghip trn th trng: Nu doang nghip chim lnh c th phn cao th lc khng cn tn nhiu chi ph cho cc hot ng xc tin nhng vn bn c hng. Yu t sn phm: Sn phm khc nhau phi c cch bn hng, xc tin khc nhau. Do , doanh nghip phi thit k h thng phn phi v s dng cc cng c xc tin khc nhau. Th trng: Ty thuc vo kh nng mua hng ca tng th trng m doanh nghip phi c Marketing mix khc nhau. V d sc mua ca th trng thnh th cao hn sc mua ca th trng vng su, vng xa. V vy,

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Marketing mix cho sn phm cc th trng phi khc nhau. Giai on ca chu k sng sn phm: Mi giai on ca chu k sng sn phm c c im khc nhau nn cn c Marketing mix khc nhau.

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CHNG II: THC TRNG XY DNG V PHT TRIN CHIN LC MARKETING MIX CA CNG TY HEINEKEN
1. Tng quan v Cng ty Heineken 1.1. Lch s hnh thnh v pht trin1 H ng bia Heineken ra i t ngy 16/12/1863 ti Amsterdam khi ng Gerard Adriaan Heineken mua li xng sn xut bia c tn l De Hooiberg2 v i ngay thnh tn mnh, k t , Gerard v con, chu ca ng thay nhau s hu v qun l h ng Heineken. ng Gerard tng pht biu r ng: s khng bao gi t b bt k c hi no trong qua trnh n lc cung cp mt loi bia c cht lng tt nht3. Nm 1873, thng hiu Heineken chnh thc cho i khi Gerard Adrian Heineken thnh lp nn Heineken & Co. Nm 1886, Tin s Eilon, mt hc tr ca Louis Pasteur pht trin thnh cng men bia Heineken a-yeast cho Gerard Adriaan. Ch nh loi men ny l b quyt to nn hng v c trng ca bia Heineken cho d c sn xut ngay ti H Lan hay ti hn 70 quc gia khc trn khp th gii nh hin nay. Cng nh m bia Heineken ot huy chng vng Hi ch quc t ti Paris nm 1889, v n nm 1893 tr thnh mt trong nhng thng hiu bia bn chy nht H Lan. Thi k gia hai cuc chin tranh th gii, suy thoi kinh t tc ng khng nh ln tnh hnh kinh doanh ca cng ty. V phi gim sn lng trong nc sut
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About Heineken-History - http://www.heinekeninternational.com/history_page.aspx De Hooiberg tng l xng bia ln nht khu vc Amsterdam vo thi by gi. 3 I will leave no stone unturned in attempting to continuously supply beer of the highest quality. - Gerard Adriaan Heineken.

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thi k ny, Heineken t m cch a bia vt xa kh i bin gii quc gia. Bt u xut khu mt cch thn trng t cui th k 19, v tng tc xut khu vi nhng chuyn hng xut bia Heineken sang Php, B, Anh, Ty Phi, n , Indonesia v nhng vng ln cn. Nm 1933, Heineken tr thnh loi bia ngoi u tin c nhp khu vo M sau khi lnh cm sn xut bia ru c bi b . Cng trong thi gian ny, Heineken hp tc cng cc nh sn xut nc ngt Fraser v Neave lp nh my bia Malayan Breweries m hin nay c bit n vi tn gi Nh my bia Chu Thi B nh Dng (APB). S hin din ca Heineken ti Chu nhng nm ny mang n nhiu kt qu kh quan. Cui thp k 80, vi s pht trin kinh t nhanh chng ca cc nc Chu khin sn lng bia tiu th tng mnh v li nhun Heineken thu c ti Chu thng qua APB cng nhn rng ng k. Nm 1939, Heineken thc hin pht hnh chng khon ln u tin ra cng chng (IPO) trn Th trng Chng khon Amsterdam. Trc nhng nm 1940, qung co b b phn qun l ca Heineken cho l khng cn thit. Nhng sau khi Alfred Henry Heineken, chu ni ca Gerard Adriaan, tr v t M, ng ng mt bng hiu ngay trc ca vn ph ng lm vic ca m nh ghi Vn ph ng Qung co nh du bc thay i ln i vi hot ng kinh doanh ca cng ty. C ng vi vic m rng kinh doanh quc t, Alfred khin cho thng hiu Heineken ni ting khp th gii t thp k 50 v bin Heineken tr thnh mt biu tng ca bia. ng cng c l ng tin mnh m trong vic pht trin thng hiu v Marketing. Vi hoi b o khng dng li vic pht trin mt loi bia ca c th gii m c n l mt thng hiu ca c th gii . Trong thp nin 50, vic b tht sng ngay ti th trng trong nc khin cho

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Ban iu hnh Heineken nhn ra r ng cn phi c nhng ch nh sch c bit hn na i vi th trng ni a. Nm 1951, Heineken thnh lp b phn kinh doanh , nh Heineken bin i t mt cng ty ch ch trng vo sn xut sang mt cng ty bit quan tm n vic pht trin th trng. Tuy vy nhng hot ng xut khu vn l trng tm. Trong nhng nm ny, vic xut khu bia Heineken gia tng mnh m vi 205.000 hectol t ch trong nm ti ch nh 19501951. Trong 3 nm sau , doanh s xut khu tng gp i. n cui nhng nm 60, Heineken t mc tiu n gin l cng c v tr dn u trn th trng bia ca m nh. Tuy nhin c s thay i bt ng trn th trng khi cc nh my bia nc ngoi x t m kim c hi m rng th phn trn t nc H Lan. iu ny lm xut hin ni lo r ng xut khu vn cha n nh c th l nn tng cho tng lai ca Heineken. May mn thay t nh h nh xut khu kh khn trong gian on ny c ci thin bi doanh s trong nc tng trng ngy cng mnh m. Cui nm 1960, xut khu tng vt tri c bit ti M, Php v Thy in chm dt hon ton ni lo ca Hi ng qun tr v a Heineken tr thnh nh n hiu bia xut khu ln nht th gii. Chin dch cp giy php1 theo ui trong sut thp nin 70 lm hin th r hnh nh quc t ca tp on Heineken. Khi u vi vic cp giy php cho nhng nh my bia ti Php, Ireland, Ty Ban Nha, ; sau Heineken ng mt vai tr tch cc hn trong cc nh my bia ti y. Ngoi chu u th ch c cc nc trong v ng Caribean c cp giy php do s gn gi vi khch du lch M v th trng M. Bc vo thp nin 80, Heineken khng c n gi c doanh s xut khu y ngon mc ti th trng M nh trc, do gi c tng cao v cnh tranh khc lit vi cc nhn hiu bia khc cng ang nhp khu vo M. Khi Heineken bt u
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Licensing

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xm nhp th trng M, ch c khng qu 30 nhn hiu bia nhp khu ti M. n thp nin 80 ny, con s cc nhn hiu bia nhp khu tng n hn 300. Nhng nm 90, sau khi chnh phc nhng th trng tng i d dng Chu u, Heineken quyt nh n vi nhng th trng phc tp, y nhng cuc cnh tranh khc lit nh c th trng ch c vi nhn hiu bia ni a nhng li c n hn 1200 nh my bia ginh c doanh thu ln trong nc. Vi s quc t ha nhn hiu v nhng phn ng nhy bn trc s thay i ca th trng, vo nm 2000, trn 98 triu hectol t bia c sn xut di s qun l ca tp on Heineken. Vi sn lng trn 19 triu hectolt, Heineken l mt nhn hiu mang tnh ton cu nht hin nay. Cng vi v tr hng u trong th phn bia cao cp, tng lai ca bia Heineken ha hn s ngy cng pht trin. * Heineken ti Vit Nam Nm 1992, bia Heineken c nhp trc tip t H Lan vo Vit Nam. Chnh sch i mi ca nc ta m ra nhiu c hi u t v gip cho cc nhn hng hng u th gii n vi ngi tiu dng rng ri hn. Trong xu th , nm 1994, ln u tin bia Heineken c cng ty Vietnam Brewery Limited (VBL1) sn xut ngay ti Vit Nam. Cho n nay, Heineken xy dng rt thnh cng hnh nh bia cao cp trong tm tr ngi dn Vit v c mt ch ng vng chc trn th trng bia Vit Nam. Sau gn 150 nm ra i cng vi nhng thnh cng to ln t c, Heineken kh ng nh c v tr hng u ca mnh l bia ni ting trn ton th gii, c mt ti nhiu quc gia nht th gii vi khong 170 nc, v c 130 nh my hn 70 quc gia, khi lng bia sn xut ln n 109 triu hectolit hng nm. Heineken c hn 60.000 nhn vin trn ton cu; sn xut v tiu th trn th
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Lin doanh gia Cng ty Thng mi Saigon (SATRA), Cng ty Asia Pacific Breweries Ltd c tr s ti Singapore (APB) v Heineken N.V ti H Lan

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trng hn 8 triu ly bia Heineken mi gi. Doanh thu hng nm ca Heineken vo khon 11 t USD, ng hng th 3 trn th gii, sau hng Anheuser-Busch (M) v SAB Miller (Nam Phi-M). Thng hiu Heineken nm 2011 tr gi 6.577 triu USD tng 26% so vi nm 2010; xp th 114 so vi cc thng hiu trn th gii, th 3 trong top 10 thng hiu bia hng u th gii sau Budweiser (M) v Bud Light (M).

Ngun: Millward Brown Optimor Ci tn Heineken lun ng ngha vi cht lng, khng ch trong hng v bia m cn cc mi quan h kinh doanh, trong cng vic cng nh trong t tng tin b. 1.2. C u kinh doanh Hin c cu kinh doanh ca Heineken bao gm khong su cng ty hot ng chnh ( H Lan, M, Ty Ban Nha, Php, Hy Lp, , Lin minh nh m) v nm nhm khu vc: Ty u: Nm 2011, khu vc Ty u chim 21% tng khi lng bia v

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36% li nhun hot ng BEIA. Ch tch khu vc Ty u hin ti do ng Didier Debrosse (trc l Gim c iu hnh Heineken Php) m nhim. Trung v ng u: Nm 2011, khu vc ny chim 25% tng khi lng bia v 13% li nhun hot ng BEIA. Ch tch khu vc Trung v ng u do ng Jan Derck van Karnebeek (trc l Gim c iu hnh Heineken Romania S.A) m nhim. Chu M: Nm 2011, khu vc ny chim 28% tng khi lng bia v 24% li nhun hot ng BEIA. Ch tch khu vc Chu M do ng John Nicolson (trc l thnh vin ban iu hnh Cng ty Scottish & Newcastle) m nhim. Chu Phi v Trung ng: Nm 2011, khu vc ny chim 13% tng khi lng bia v 21% li nhun hot ng BEIA. Ch tch khu vc Chu Phi v Trung ng do ng Siep Hiemstra (trc l Gim c Cng ty Heineken Dch v K thut ti Zoeterwoude) m nhim. Chu -Thi Bnh Dng: Nm 2011, khu vc ny chim 13% tng khi lng bia v 6% li nhun hot ng BEIA. Ch tch khu vc Chu Thi B nh Dng do ng Theo de Rond (trc l Tng gim c chm s c khch hng lin doanh ca Heineken Chile) m nhim. 1.3. Tm nhn v s mnh * Tm nhn Tr thnh loi bia cao cp hng u th gii. * S mnh Heineken l mt biu tng ca truyn thng, hng v v s cao cp trn khp th gii. Khng ging nh cc nh n hiu bia khc, chnh ngun gc, hng v,
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To be the worlds leading premium beer

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cam kt v nim t ho ca Heineken ro tinh thn chin thng, tinh thn ng i khi bn b c ng thng thc loi bia ny. C th ni, khng c bt k thng hiu no khc trn th gii c th cung cp mt bia c cht lng ng tin cy nh Heineken. 1.4. Tnh hnh hot ng kinh doanh 1.4.1. V li nhun

Qua nghin cu tnh hnh hot ng ca cng ty Heineken trong giai on 2000-2011, chng ti tng hp c bng sau: Bng 2.1: Li nhun rng cng ty Heine en giai on 2000-2011 Nm 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Li nhun rng (triu euro) 621 715 795 806 791 840 930 1.119 1.013 1.055 1.456 1.584 T l thay i 20% 15% 11% 1% -2% 6% 11% 20% -9% 4% 38% 9% Ngun: Heineken N.V. Annual Report
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Trong sut giai on 2000-2011, tuy c nhng thi im hot ng cng ty b khng li, nhng nh n chung tc pht trin ca Heineken l rt ln. Sau 12 nm, li nhun r ng nm 2011 tng gp 2,6 ln so vi nm 2000, trung b nh mi nm li nhun r ng tng thm gn 90 triu euro. 1.4.2. V doanh s

Qua nghin cu doanh s bn hng ca h ng Heineken giai on 2000-2011, ta c biu sau: Hnh 2.1: Chu k sng sn ph m Heineken

+11% +21% -1% +11% +14% +7% +17% +8% +5% +4% +16%

Ngun: Heineken N.V. Annual Report Qua hnh 2.1 ta thy, giai on 2000-2011 tng lng Heineken bn ra tng trong hu ht cc nm (tr nm 2009), xong tc ny ang chm li cho thy sn phm ca Heineken ang trong giai on tng trng, sn phm c hu ht khch hng tim nm chp nhn.

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2. V Marketing mix trong xy dn thn h u Heineken 2.1. V sn phm iu quan trng hng u khin Heineken c cng nhn l mt thng hiu bia ton cu1 nh ngy hm nay ch nh l cht lng bia. y l iu lun c Heineken xem trng, m bo sn phm ca m nh lun c ch bin iu kin chun nht. Loi bia Heineken c mt ti khp ni trn th gii cng nh ti H Lan u c ch bin theo cng thc truyn thng t nm 1873. Bia c ch bin vi nng cn 5%, s dng nc tinh khit, la mch c chn lc k lng v p hoa bia. Chnh nh vo loi men c bit Heineken A-yeast mang n cho bia Heineken mt hng v c trng c o. V thnh phn, bia Heineken: - Khng cha ph gia, cht bo qun; - Khng c cht bo; - Cha vitamin B1, B3 v B11; - Khong cht ; - Cht chng oxy ha. 2.1.1. Sn phm chnh * Heineken Pilsener: y l mt trong nhng loi bia ph bin ca Heineken, vn cn gi c hng v nh nhng ngy u mi sn xut. Bia Heineken Pilsener c v hi ng, mt, hng thm tri cy, mu sc ti sng; vn m nt c trng ca bia Heineken thu c t cch s dng ngun nc tinh

Theo tun bo Business Week

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khit nht, hoa bi v la mch. Nng cn l 5%. * Heineken Premium Light: l loi bia c Heineken sn xut phc v ch yu cho th trng M. N c gii thiu trn th trng vo nm 2005, nhng trc Heineken phi mt 10 nm nghin cu th trng, v la chn ra t 20 tng khc nhau. Nng cn l 3,3%.

* Heineken Oud Bruin: l mt trong nhng loi bia truyn thng ca H Lan. Ci tn Oud Bruin bt ngun t cm t "Old Brown" biu tng cho s giu sang. Hng v v mu ti ca bia c c t mnh nha v hoa bia ti mu. Lng ng t nhin to cho bia mt hng v caramel thm du, nh nhng ngt ngo. Loi bia ny ch sn xut ti H Lan.

* Heineken Tarwebok: theo truyn thng, loi bia ny c sn xut v thng thc vo ma thu. y l mt loi bia mnh vi hng thm v v cay nng c ngun gc t mt loi mch nha c bit c lm t la mch v la m m a xun phi kh. Loi bia ny ch c mt ti H Lan v M vi ci tn "Special Dark".

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2.1.2. Kiu dng v bao b Heineken l mt trong nhng nh sn xut bia u tin xut khu bia ng chai. Cht lng tt n ni mc d bia Heineken t hn cc loi bia a phng, mi ngi vn a th ch sn phm nhp khu cao cp ny. m bo ngi tiu dng ngay lp tc nhn thy s khc bit gia cc loi bia trong nc thng thng v cht chng cao cp ca Heineken, chai c lm b ng mu xanh thay v mu nu b nh thng. Heineken chn chai mu xanh v mu xanh t n t a ra s ti mt, t nhin, tinh khit v cht lng cao cp-cng ging nh bia Heineken lnh, ngon bn trong. iu lm cho chai Heineken tr nn c bit l s kt hp ca mu xanh, kiu dng sang trng, vai chai li v nhn hnh ng ua c vch mu en, cng vi nhn hiu ch Heineken c trng v ngi sao mu , lm cho n tr thnh chai bia d nhn dng nht trn th gii. Bia Heineken c n a dng v hnh thc mu m, c loi chai c ngn, chai c dai; lon cng c lon ngn, lon di; v cn c bia dng th ng

V nguyn tc cu trc c bn ca chai Heineken lun c gi nguyn, nhng do Heineken l mt sn phm ton cu nn ty vo nn vn h a m c

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th c mt s chi tit c thay i. V d, mt s quc gia nht nh, ngi tiu dng thch chai c ln hn, c n mt s quc gia, ngi ta thch chai c th tri li c. Cui nm 2010, Heineken gii thiu trn ton cu biu tng mi trn chai. Biu tng ny s dng loi mc in c bit c th cm nhn c b ng xc gic trn chai (lon) bia. Ton b nh n chai c in trn giy kim loi c bit vi nhng ng nt nh kim sang trng, np chai c vin kim loi bao quanh dng ch Heineken Quality , nh n ph a sau chai th hin Ngi sao y kiu hnh, nhn trn c chai c nn mu xanh v dng ch Premium Quality . ng nh mun ca nh sn xut, din mo mi ny mang li cho khch hng ca h s yn tm tuyt i v cht lng thng hng ca chai bia Heineken. Cng trong d n ny, t 15 kch c chai, loi chai mi s ch c n 5 k ch thc vi khi lng khc nhau.

Vic thit k li kiu dng nh m mc ch to ra hnh nh hiu qu hn, n lm cho nhn hiu Heineken nht qun hn v d nhn ra 170 th trng trn ton th gii.

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2.1.3. Logo

Logo ca Heineken c 3 phn ch nh l : ngi sao 5 cch, dng ch Heineken, v hnh hoa Houblen-nguyn liu lm bia. im c bit y ch nh l ch "e bit ci"1. tng ny c ng Alfred Heineken a ra vo khong thp nin 40 nh m m bo tiu ch gn gi vi khch hng. ng gi r ng, ch e trn logo ca hng cn phi trng "thn thin hn". V vy, tt c cc ch "e" trong thit k logo ca Heineken c in nghing ra sau v trng nh th chng ang ci ngt ngho. Cng nh chin lc gn gi vi khch hng ny, sn phm ca Heineken bt u c xut khu ra ton th gii, cho n nay tr thnh mt thng hiu bia thnh cng v l loi bia nhp khu s 1 ti M. 2.1.4. Nhng dch v gn lin vi sn phm Hng dn phong cch ung, bo qun sn phm. Heineken c ng dy n ng chuyn t vn, gii p cc thc mc ca khch hng. Cung cp nhng dch v giao hng tn ni to ra s tin tng v hi lng cho khch hng. 2.1.5. Chu k sng sn phm Nh phn t ch mc 1.1.2, sn phm bia Heineken hin ang giai on trng thnh, v vy cng ty tin hnh phn bit ha sn phm nh m p ng
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Smiling e

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vic phn khc th trng su hn b ng cch a dng ha nhn hiu v kiu dng; ng thi tng t nh nh v ton cu b ng cch nht qun nhn hiu v kiu dng. 2.2. V gi c Trong khi cc yu t sn phm, phn phi, xc tin tng trng cho chi ph tn hao th gi l yu t duy nht trong Marketing mix em li doanh thu v li nhun trc tip. V vy, vic a ra c Chnh sch gi ph hp c ngha c bit quan trng, gip cho cng ty c chin lc kinh doanh hiu qu. S hnh thnh v vn ng ca gi bia chu s tc ng ca nhiu nhn t, nn khi a ra nhng quyt nh v gi, i h i Heineken phi xem xt, cn nhc, gii quyt nhiu vn nh: cc nhn t nh hng ti gi bia, cc chnh sch thng dng, thng tin v gi c cc loi bia c trn th trng v vic iu chnh gi 2.2.1. Mc tiu Marketing ca cng ty Mc tiu chnh ca Heineken cng nh c cng ty khc l ti a h a gi tr ca c ng v theo ui chin lc pht trin kinh doanh khi gi bn s c tnh ton sao cho c th tng doanh thu v li nhun ti a. Heineken ca hng ti vic tr thnh mt trong nhng cng ty hng u v sn xut bia ton cu; c c li nhun cao hn so vi cc nh sn xut bia quc t khc; v xy dng thng hiu Heineken tr thnh thng hiu quc t hng u. Nh m thc hin nhng mc tiu ny, Heineken nh gi sn phm cao, hng ti i tng l ngi tiu dng c thu nhp kh tr ln, dng gi c kh ng nh v cht lng ca sn phm v gi tr thng hiu. 2.2.2. Chi ph sn xut, kinh doanh * u t cng ngh, dy chuyn sn xut Heineken u t kh nhiu cho c s h tng m bo r ng h thng ca h

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lm vic mt cch hiu qu. V d, Heineken c 4 nh my bia ti Nga, tt c u s dng cng ngh t ng. Dy chuyn ny c th x l c ng g i c loi thng 50 l t v 30 l t, t nng sut 140 thng/gi. Cng vi l 6 trm ra v kh tr ng trn bng chuyn 2 ln m bo cht lng bia tt nht. * Chi ph nguyn vt liu u vo Nh cung cp chai cho Heineken l Heye Glas Nederland, cung cp y cc chai mu xanh l cy cho bia phn phi trn ton th gii ca Heineken. Trc y, Heineken ch gi 33% c phn trong Glas Heye m bo ngun cung cp chai xut khu cht lng cao vi chi ph thp hn p ng nhu cu, xong t nm 2002 Heineken gi 100% c phn ca cng ty ny. Bia c sn xut bi nc, la m, hoa bia v men bia. Nhng thnh phn ny c cung cp ch yu bi nng dn. V vy, mi e da v quyn lc ca nh cung cp l kh cao. Ngoi ra s cnh tranh ca cc sn phm nng nghip t ngnh cng ngh sinh hc cng nh hng ti chi ph ca h. * Chi ph qung co v bn hng Kt qu thanh tra cho thy, chi ph qung co l bn hng chim t l cao nht trong gi sa, chim khong 20% gi vn. iu ny cng ph hp vi mc ch xy dng mt thng hiu bia cao cp v cht lng ca Heineken. 2.2.3. Uy tn v cht lng sn phm Nhn t ny nh hng khng nh ti gi bn sn phm. Trn thc t, bia Heineken c cht lng cao, m bo, c uy tn, to c l ng tin cho ngi tiu dng nn cho php cng ty c th nh gi bn cao m khng gy nhng phn ng tiu cc t ph a ngi tiu dng. 2.2.4. Nhu cu tm l n i tiu dng Bn cnh cc yu t cu thnh gi sn phm nh gi nguyn liu, chi ph sn

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xut, ng g i, li nhun ca nh ch bin, phn phi bn l, cc chnh sch thu th th hiu, tm l gn lin gia gi bn vi cht lng sn phm cng gp phn lm tng gi sn phm bia Heineken. 2.2.5. i th cnh tranh Thi gian gn y, mt cuc bng n trong ngnh cng nghip sn xut bia khi c s gia nhp hng lot ca cc nh my bia nh lm tng t nh cnh tranh trong ngnh. Heineken l mt trong nhng nh my sn xut bia ln nht th gii v h phi chia s th trng vi cc nh sn xut bia ny. Ro cn gia nhp th trng bia l rt thp, v vy mi e da ca cc i th cnh tranh mi i vi Heineken l rt cao. iu ny khin Heineken phi xem xt to s i mi hoc c o i vi sn phm cu h duy tr li th cnh tranh trong th trng bia. Bia l mt loi ung cha cn. Tuy nhin, mi ngi c th chuyn sang ung ru vang-cng l mt ung cha cn. Khu v, s thch ca mi khch hng l khc nhau v h mun quyn la chn sn phm m h mun thng thc, iu ny cng s nh hng n th trng bia cng nh cng ty Heineken. Kt qu l, mi e da sn phm thay th i vi th trng bia tng ln. Heineken to c mt thng hiu vng mnh trn th trng bia th gii v to c s tin dng mnh m ni ngi tiu dng. Tuy vy, Heineken cng chu s cnh tranh mnh m ca cc nh sn xut bia th trng a phng. V vy, Heineken cng cn nghin cu v chi ph, gi thnh v gi bn, cht lng sn phm ca i th bi ngi tiu d ng thng so snh gi ca nhng cng ty cng loi sn phm a ra quyt nh mua sn phm. Ch mc gi bn sn phm c xem xt trong mi quan h vi gi c ca sn phm cnh tranh theo c 2 chiu: cnh tranh cng ngnh v cnh tranh

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khc ngnh. Ngoi ra cn phn tch v d on thi , phn ng ca i th trc chnh sch gi ca mnh, ch ng c nhng gii php i ph , a ra chnh sch gi hp l. 2.2.6. Mt s chin lc v gi ca Heineken ti Vit Nam Khi mi bc vo th trng Vit Nam, Heineken gp phi khng t kh khn khng nhng t nhng i th cnh tranh bn cnh ch yu l phi k n nhng ro cn v vn ho v mc thu nhp trung bnh ca ngi dn. Mt thc t cho thy l thu nhp trung bnh ca ngi tiu dng Vit Nam cn tng i thp, trong khi mc gi ca cc dng sn phm ca bia Heineken c nh gi l kh cao. C th: + Heineken 330ml Gi: 325.000/thng (24 lon) + Heineken 500ml Gi: 490.000/thng Hn th na, Vit Nam bia l ung khng th thiu mi dp Tt trong tng gia nh trong sn phm bia lon rt c chung, dng lm qu tng cho i tc, bn b, ngi thn. Mi dp l, Tt gi bia trn th trng thnh ph H Ch Minh tng lin tc, ng thi gi bn ca cc im kinh doanh mt hng ny cng chnh nhau rt ln. Gi bia bn trong siu th hin ti cao hn bn ngoi c chc ngn ng/thng. Bia Heineken bn ti cc i l bia nc ngt l 315.000 ng/thng (siu th bn 329.000 ng/thng). Gi bn gia cc siu th cng chnh lch nhau 5.000 ng- 10.000 ng/thng, tu loi. Gi bia Heineken xut xng khng thay i. Nh vy c th ni gi tng cao do khng kim sot c gi bn trn th trng. Nh sn xut ch kim sot c gi bn n cc i l, cn gi bn trn th trng tng gim u do cung cu v cc i l ca hng quyt nh, chnh v th khi nhu cu tng cao, bia thiu h tranh th y gi ln cao. Nhiu ngi cho r ng gi ca Heineken nh th th qu t v cng c kin cho r ng gi nh th l

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hp l. V vic nh gi bn ca Heineken trong th trng Vit Nam, cc chuyn gia nghin cu v a ra mc gi nh vy tu vo th trng mc tiu m cng ty mun nhm vo, l ngi tiu dng c thu nhp cao cho nn gi nh vy ph hp vi khch hng mc tiu m cng ty mun nhm ti. Vi mc gi ny nu cng ty VBL (lin doanh gia Nh my bia Vit Nam v Tp on APB) tung cc sn phm ca Heineken vo th trng b ng cc chin lc xm nhp t hay bao ph th trng th c th s cm chc tht bi. Thay v liu lnh nh vy th VBL thn trng s dng cc phng php phn on th trng nh m tm cho mnh nhng on th trng tim nng, hp dn thu c li nhun ng k. 2.3. V phn phi 2.3.1. Cc loi knh phn phi Bn cnh cnh cuc cnh tranh v sn phm, gi c th yu t c cc nh sn xut bia quan tm nht vn l h thng phn phi. Ngnh bia chia knh phn phi ra thnh 2 loi: knh truyn thng - hay cn gi l knh tiu th ti ch ( cc qun nhu, nh hng, bar, club) v knh hin i (trong cc siu th, ca hng). Tuy nhin, cc nh sn xut bia lun c xu hng y mnh cc knh phn phi truyn thng, v a phn ngi tiu d ng thng c thi quen ung bia theo nhm v ung ti qun. 2.3.2. Xut khu ng n i hn l mc tiu tp trung vo xut khu ngy t lc khi u vo th k 19 xy dng thng hiu ny thc s tr thnh mt thng hiu bia ton cu sm nht. Chin lc xut khu ny c t cn bn trn ch ngha c hi tht khn kho dn n s pht trin t; n c l vic Heineken nhanh chng trn ngp th trng M ch 3 ngy sau khi lut cm bn thc

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ung c cn c bi b vo nm 1993. Tuy nhin, xut khu mi ch l giai on u. Vic hp tc v hp ng nhng quyn vi cc h ng bia a phng sau mi l giai on ch nh cng c v y mnh vic thm nhp cc th trng nc ngoi. 2.3.3. Qun l knh phn phi Mng li phn phi l mt mt xch v cng quan trng trong chin lc kinh doanh ca Heineken. H l ngi thu hp khong cch gia nh sn xut v khch hng, mang sn phm n tn tay ngi tiu dng khp th gii. Nhn thc c tm quan trng ca h thng phn phi, ngay t nhng ngy u thnh lp, Heineken lun dnh nhng u i hp l cho cc nh phn phi thng qua nhng chnh sch h tr r rang, thit thc. * i vi nh phn phi ra kh i nh my, mi sn phm Heineken phi m bo cht lng an ton tuyt i ng nht. Vic a nhng sn phm ny an ton n tn tay ngi tiu d ng c Heineken t ln hng u. Do vy vic cam kt m bo cc tiu chun nghim ngt v bo qun l tiu ch u tin v bt buc tun th c th tr thnh nh phn phi c Heineken la chn. Nh phn phi u c Heineken la chn ring v hun luyn cn thn v nhng yu cu, tiu chun qun l kho bi, cht lng sn phm. Ti y, cc sn phm c chm s c bo qun cn thn theo tiu chun Heineken trc khi vn chuyn n ca hng bn l. * i vi im bn l Ti cc im bn l, cc sn phm Heineken c trng by bt mt, a dng v y chng loi sn phm. i ng i ng nhn vin bn hng chuyn nghip sn sng h tr, gip ngi tiu dng c th nhanh chng chn la c sn phm Heineken mnh yu thch.

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2.4. V xc tin 2.4.1. Qung co Trong chin lc xc tin, qung co l mt trong nhng phng tin hiu qu truyn t thng tin v cht lng v u im ca sn phm n ngi tiu dng phn tn vi chi ph thp. N c n c xem l phng sch c t nh cht chin lc duy tr li th cnh tranh trn th trng. Nm bt c tm quan trng ca phng thc ny, Heineken khng ngng tn dng v khai thc trit n thng qua nhiu phng tin qung co nh truyn hnh, Internet, qung co ngoi tri (poter, bng hiu), bo ch * Truyn hnh Mi clip qung co ca nhng sn phm Heineken u mang mt phong cch c o, mi ln xut hin th Heineken lun gy c n tng su sc vi khch hng vi cu khu hiu chnh CH C TH L HEINEKEN It could only be Heineken . Cu khu hiu ny ph hp vi chin lc qung co sn phm m cng ty a ra. Mi qung co cng thng mang nhng thng ip ring, to nn s n tng c p trong l ng ngi tiu dng. * Internet Khoa hc k thut ngy cng pht trin, s lng ngi s dng mng Internet ngy cng tng cao, trn tiu ch Heineken khai thc trit vic qung co qua Internet gii thiu sn phm ti ngi tiu dng khp mi ni * Bo ch Heineken qung co sn phm ca mnh trn nhng bo c mt pht hnh cao, ph bin v cng l nhng t bo m nam gii thng c. 2.4.2. Tuyn truyn v quan h cng chng T lu Heineken ch trng ti tr cho th thao (c bit l qun vt), m

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nhc hin i v in nh nhng lnh vc phc v cho nhu cu gii tr , th gin ca mi ngi. * Th thao: Heineken ti tr cho rt nhiu gii u quc t, cng nh trong nc trn nhiu lnh vc nh Gii b ng UEFA Champions League; Gii bng bu dc Rugby World Cup, Heineken Cup; Tr chi trn iPhone StarPlayer; Gii qun vt Heineken Challenger * m nhc Heineken khuy ng th gii m nhc hin i b ng cch t chc cc cuc thi nh T m ti nng DJ, Thirst Studio; ti tr cho cc s kin m nhc nh Heineken Opener Festival (L hi m nhc ng i c t chc Ba Lan), Oxegen (L hi m nhc Ai-len). * in nh in nh l lnh vc cng c Heineken quan tm c bit, khng ch dng li vic ti tr pht hnh cc b phim hay, Heineken cn nhiu ln ti tr sn xut cc tc phm in nh ln nh: Matrix Reloaded, Bourne Identaty, Be Cool, 007- Die another day, Quanturn of Solace, c cng chng yu ngh thut th by tn thng. Thc t c khng t cng ty chn phim nh l mt phn trong k hoch Marketing cho nhn hng ca mnh. Nhng im khc bit ln nht trong cch lm ca Heineken l cch lm bi bn, chng t c mt s u t cn thn, mt chin lc lu di. Heineken mun k ch hot li hnh thc gii tr cao cp ny b ng cch em nhng b phim mi nht, nng nht ang c pht hnh ng thi trn th gii n vi khn gi. Heineken s cung cp cho ngi xem nhng b phim hay, ph hp, qua cu khu hiu C ng Heineken n vi nhng b phim hp dn nht th gii c ng nhng bui cng chiu honh trng vi bui tic sang
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trng v thm tri di ng ng cp Hollywood, hay nhng tri nghim tn mt nhng khung cnh sng ng v phim, v nhng tr chi in nh v cng hp dn. 3. nh 3.1. h n lc Marketing mix ca Heineken u m

Nm 2011, h ng bia Heineken cng b bo co li nhun rng trong nm t 1.584 triu euro, v doanh thu t 17,12 t euro. Con s ny phn no th hin s thnh cng ca Heineken trong chin lc kinh doanh ni chung v chin lc Marketing mix ni ring. Phn tch c th hn, ta c th thy c nhng thnh cng ca Heineken c th hin nh sau: V sn phm, cht lng Heineken vn c nh gi hng u trong th trng bia trn th gii. V chin lc qung co, s thnh cng ca Heineken c th hin rng khp trn ton th gii, khng ch thng qua s nhn din thng hiu m c n c thy qua s thch th ca hng triu khn gi a th ch nhng qung co c o ca Heineken. Bi ht Quando quando quando cng mt thi c truyn t ngi ny sang ngi khc nh mt du hiu thnh cng ca chin dch qung co Heineken. V bao b, theo nhn ch ca cc chuyn gia, vic trung thnh vi mu xanh v kiu dng chai hin ti ca Heineken l mt phn trong chin lc gn gi cht lng truyn thng thng hng cng nh h nh nh cao cp ca thng hiu ny. Nhng ci tin bao b, nu c, s cng tn vinh v p ca chai bia Heineken hin ti theo hng sang trng v c o hn. Trn th trng khng c nhiu thng hiu sang trng to n tng mnh nh Heineken, k c nhng i th cnh tranh quc t. Hn na, mt trong nhng mc ch m cc tp on a quc gia thng ng dng cng ngh

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k thut cao ci tin bao b sn phm, nh m v hiu ha nhng sn phm nht theo cc thng hiu c tn tui. Trn thc t, bao b mi ca chai bia Heineken lm ch n bc nhng nh mun lm nhi, gi thng hiu ny. 3.2. Nh m

Doanh nghip i khi c n cha kim sot c ht cc din bin th trng. V nh ti th trng Vit Nam xy ra tnh trng gi bia ln xung tht thng, i vi loi bia Heineken ng lon, gi c khi chnh lch n 70.000VN 1 th ng vo dp tt do nhu cu tng cao m kh nng sn xut ca cng ty BLV khng p ng mc d huy ng ht cng sut. Vic ny t nhiu nh hng n khng ch doanh thu ca cng ty m cn l s hi lng ca ngi tiu d ng, c bit l d dn n vic h tm sn phm bia thay th ph hp hn v sn c hn trn th trng.

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CHNG III: MT S GII PHP TRONG TNG LAI


1. Phn tch SWOT 1.1. m mnh v m yu 1.1.1. m mnh (Strengths)

Heineken l sn ph m c cht lng cao v ng tin cy trn ton th gii: Nm 2010, theo xp hng ca Interbrand, Heineken l thng hiu ng th 114 th gii vi gi tr thng hiu ln n 6.6 t USD. Cng theo tp ch Business Week v InterBrand, Heineken l thng hiu bia duy nht c xp vo nhm thng hiu c ting tm trn phm vi ton cu (cng hng vi Coca Cola, GM...). T i Vi t Na m, H e i n e k e n l t h n g hiu bia cao cp hng u th gii c bnh chn trong Top 10 thng hiu ni ting c ngi tiu dng Vit Nam yu thch nht. Heinelen l sn ph m c sn xut vi c ng ngh hin i, t cht lng cao vi quy m ton cu: Loi bia Heineken c mt ti H Lan ngy nay cng ging nh bia Heineken c mt ti khp ni trn th gii, c ch bin b ng cng thc truyn thng t 1873. Bia c ch bin vi nng cn 5%, s dng nc tinh khit, la mch c chn lc k lng v p hoa bia. Chnh nh vo loi men c bit Heineken A-yeast mang n cho bia Heineken mt hng v c trng c o. Men ny c ct k ti Thy S v cung cp cho 130 c s sn xut bia Heineken hng thng. Cht lng chnh l yu t quan trng hng u v Heineken lun m bo r ng sn phm ca mnh c ch bin iu kin chun nht. Kh CO2 c ng dng trong pha ch bia lun l tinh khit m bo cho bia lun mang mt hng v thun khit nht. Heineken l thng hiu uy tn, c v tr vng vng trong l ng ngi tiu d ng: Heineken lun b xa cc i th cnh tranh trong cc cuc th nghim

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v cht lng cng nh phn ng ca khch hng gia cc loi bia v trong s nhng ngi tham gia th Heineken trong nm 2003, 90% cho bit h s chn li Heineken.V theo mt bi kim tra Dutch tolerance test (bi kim tra sc chu ng ca dn H Lan) cho thy h ngc nhin v k th nh th no khi chng kin ngi khc chn mt loi bia khng phi l Heineken. Hay mt on qung co khc v Swiss neutrality test (bi kim tra kh nng gi th trung lp ca ngi Thy S) cho thy ngi dn nc ny sn sng dp b b mt n ho, thm ch khi mu chin tranh khi ng n bia Heineken ca h.V mt bi kim tra th v khc nh Resistance Test ca ngi Php, tt c h ch c mt hnh ng ging nhau vo mt ngy v c ng nng n ng l t m mi cch bt np Heineken khi i din vi loi bia tuyt nht c a chung ngy cng nhiu: ch mi bc vo th trng Anh nm 1961 v gn nh chim lnh th trng mt cch nhanh ch ng khi xp hng th hai ch sau 9 thng, v thm nhp th trng Hoa k nm 1933 khi lnh sn xut ru bia c b i b , Heineken tr thnh loi bia ngoi nhp khu nhiu nht ti M, n nay ph s ng trn ton th gii. Ring Vit Nam, bia Heineken xut hin t nm 1992 vi h nh thc lin doanh vi Cng ty Beer Vit Nam, hin ti Vit Nam l nc c mc tiu th bia Heineken ln th ba trn ton th gii, cho thy s yu mn ca ngi dn Vit Nam i vi nh n hiu Heineken l nh th no. 1.1.2. m yu (Weaknesses)

C nhiu c s sn xut trn ton th gii, i hi nh qun l ti gii c tm nh n rng ln: Bia Heineken c mt khp mi ni v hng Heineken s hu n hn 130 nh my sn xut bia ti hn 70 quc gia, c hn 66.000 nhn vin trn ton cu; sn xut v tiu th trn th trng hn 8 triu ly bia Heineken mi gi qun l mt dy chuyn sn xut vi quy m
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ton cu nh vy nh qun l nht thit phi c tm nh n bao qut v chin lc c th m bo hot ng ca doanh nghip c sun s. Chnh quy m khng l ca Heineken to nn s kh khn trong vic m rng th trng: Do t trc n nay Heineken lm tt trong lnh vc phn phi nn hu ht trn th gii u c nh my sn xut ca h, hin nay cc khong trng trn th trng c n rt t, y cng l kh khn trong vic m rng th trng. 1.2. C hi v thch thc 1.2.1. C hi (Opportunities)

Chi ngn sch cho qung co v quan h c ng chng rt ln: Tuy cc hot ng tng cng qung co v cc s kin nh m kt ni ngi tiu d ng vi sn phm l rt tn km, lm gim li nhun bin v tng chi ph ban u nhng em li c hi tng doanh s sau , t khng nhng b p nhng chi ph c hi m c n em li khon li ln hn cho doanh nghip. Heineken mua li th trng mi ni nh n , Chu , M a Tinh, y

l nhng th trng c tim nng ln v nhiu c hi pht trin: Heineken ang tng bc thc hin k hoch m rng th trng ca m nh ti cc nn kinh t mi ni khi tc pht trin cc th trng truyn thng nh EU v M ang pht trin chm li. Cng ty nghin cu th trng Euromonitor International cho r ng chu l khu vc tiu th nhiu bia nht trn ton cu, vi mc tng trng trung b nh hng nm l 8% trong giai on nm 2003 n nm 2008. Trung Quc l th trng bia ln nht th gii, trong khi th trng ny n tng trng t 12 n 15%/nm. Mc tiu th bia ru tnh theo u ngi Trung Quc d kin s tng t 37,8 l t nm 2008 ln hn 53 l t vo nm 2013. Heineken t c th a thun vi hng gii kht ln nht

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n l United Breweries ng chai v phn phi cc thng hiu ca mnh nc ny. Th trng bia ru Trung Quc v n chim mt s lng khng l nh tng trng dn s. Tuy nhin, c hi vn cn cc th trng khc nh Vit Nam v Thi Lan. V k t u nm 2011, Heineken mua 5 nh my bia Nigeria, 2 nh my khc Ethiopia. C n trong nm 2010, doanh nghip chi hn 5.3 t Euro (khong 7.68 t USD) mua nh my Fomento Economico Mexicano SAB Mexico m rng s hin din ti M La Tinh. V h ng ny cho bit s chi khong 3 t USD mua li h ng bia s 2 Brazil, h ng Schincariol. 1.2.2. Thch thc (Threats)

i c sn ph m tng i cao: Nh n chung, khch hng mc tiu ca Heineken l nhng ngi tr thnh cng, cng l thng hiu bia cao cp nn gi c ca n n m trong khong tng i cao so vi mt b ng chung ca th trng bia. Nhiu i th cnh tranh c ng nh p lc ca cc sn ph m thay th: L mt trong nhng loi bia hng u nhng Heineken vn phi cnh tranh gay gt vi nhiu thng hiu ni ting khc, sau y l s doanh thu nm 2008 ca Heineken so vi cc i th ln cho thy sc cnh tranh v c ng khc lit.

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Hnh 3.1: S doanh thu ca Heine en v cc i th n

2008

Company Revenues (In Millions), 2008


25

$23.6

$21.0
20

$18.7

15

$11.8
10

$4.8
5

0
Anheuser-Busch Inbev Heineken International The Boston Beer Company Carlsberg Group SABMiller

Ngi vit t lp 2. xut mt s gi php t on tn l Tng cng qung co: Chng ta u bit cc clip qung co ca Heineken u mang tnh sng to, c o hi hc. Nu tip tc pht huy nhng u im ng thi kt hp vi vic qung co b ng chnh ting ni ca tng vng, tng quc gia, a c vo nhng c trng ca tng vng th sn phm ca Heineken li cng n gn v khc su hn trong l ng ngi tiu dng, nng cao kh nng m rng th trng. Tng cng s hin din ti cc ca hng tin li: Vi xu th pht trin ca nn kinh t cng nghip hin i th s tin li ngy cng c coi trng. Knh phn phi qua cc ca hng tin li nn c ch trng hn.

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Tnh thn thin vi m i trng: trong qu trnh sn xut, nn tn dng ti a ngun nguyn liu cng nh ph liu trnh l ng ph cng nh lm nhim mi trng. V cht liu lm chai bia, lon bia nn nghin cu, p dng cc cht liu c th ti ch va tit kim, va bo v mi trng. u t, cung cp cc dy chuyn sn xut hiu qu.

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KT LUN
Trong bi cnh kinh t th gii ang lm vo khng hong, trao i thng mi cc nc u suy gim v th ngnh cng nghip bia cng chu nhng nh hng tiu cc. Heineken vi bn lnh ca mt cng ty dn u ngnh vn t c nhng kt qu kh tt trn th trng quc t. Thnh cng m Heineken t c c s ng g p ht sc t ch cc t chin lc Marketing quc t m Heineken p dng. Heineken p dng ht sc thnh cng chin lc Marketing quc t nhng ngy u khi mi xm nhp th trng. Heineken kt hp nhun nhuyn cc chin lc 4P m c th l chin lc chun h a sn phm ti hu ht cc th trng, c ch nh sch gi ph hp vi nh v ca cng ty cng nh ti tin ca khch hng, to ra thun li cho khch hng qua cc knh phn phi, c bit l nhng chin dch xc tin ht sc c o to nn thng hiu Heineken ngy nay. Vi ti Chin lc Marketing ca Heineken gip nh m chng em c c hi tm hiu v mt ngnh cng nghip kh hp dn, l ngnh cng nghip bia. Vi nhng kin thc v kh nng thu uc trong qu trnh hc tp, cng nhng thng tin su tm uc chng em mong r ng ti ny s phn no cung cp thm thng tin v c th l ti liu tham kho nh m gip vic hc mn Marketing cn bn c tt hn.

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TI LIU THAM KHO


1. Philip Kotler (1999), Nhng nguyn l tip th, NXB Thng K. 2. Quch Th Bu Chu, inh Tin Minh, Nguyn Cng Dng, o Hoi Nam, Nguyn Vn Trng (2010), Marketing cn bn, NXB Lao ng. 3. www.heinekeninternational.com. 4. www.millwardbrown.com. 5. www.vi.wikipedia.org/wiki/Marketing_hn_hp.

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