GVBM: Thy Hong Minh Nhm 3: 1. Nguyn in Trc Qunh 2. V L Thanh Trc 3. Hong Th Phng 4. Nguyn Thanh An 5.

. Bi Anh c 6. Hunh Ly

I. Khi qut v DNTN bnh ko ABC

II. nh hng Cnh Tranh

I. Khi qut chung. 1. Lch s hnh thnh.

ABC barkery c tin thn l thng hiu c Pht thi y.

Nm 1993, ng Kao Siu Lc c tp on Rheon mi sang Nht tham quan. Trong thi gian Nht, ng c gii thiu my mc thit b v cung cp k thut lm bnh hin i . Danh ting ca ng Kao Siu Lc gn lin vi thng hiu c Pht thi y. Tuy nhin, mt bc ngot ln xy ra trong i. ng chia tay thng hiu c Pht v li cho ngi v c. DNTN BNH KO CHU ra i t .
ASIA BAKERY & CONFECTIONERY ( BNH KO CHU ).

ng Kao Siu Lc

2. H thng ca hng.

04 ca hng ti Tp Phnom Penh Campuchia

25 ca hng chnh trong Tp HCM v cc tnh

trn 3.000 h thng phn phi bn l.

M rng thm th phn ti th trng M, Nht, i Loan

4. Mt s thnh tu ca cng ty.

Cha Mt Ct

Bn Vit Nam

Chu t

- Ph v k lc Guinness Vit Nam ca bnh m di nht.

5. Mt s sn phm ca cng ty.

II.1. Phn tch PEST tc ng n ngnh cng nghip bnh ko. K t khi c l thnh vin WTO, mt s mc thu nhp khu c quyn thi hnh chnh sch ca WTO chng hn nh gim thu cho 13,4% trn tt c cc mt hng nhp khu (vietnamembassy-usa.org)) thun li cho nhp khu u vo ca ABC. Do vn melamine quan trng, nhp khu bnh ca Trung Quc v Malaysia b cm thng hiu trong nc c a thch hn. Li sut cho vay c h xung v chng trnh tr cp cho vay c cung cp gip nn kinh t thng qua cuc suy thoi ti chnh ton cu tng cnh tranh trong nc. Lm pht cc sn phm bn ra u c gi cao nh hng n qu trnh nh gi.

Dn s tr ngy cng tng sn sng thng thc cc thc n mi l,c a chung nhiu. Nhm ny cng nh gi cao vn xanh cho mi trng u tin ABC v khng dng bao b nha. Con ngi c xu hng thch cc sn phm lnh mnh v ti ngon.

Ngy nay, cc ca hng bnh chy ua vi nhau p dng cc cng ngh tt nht sn xut cc sn phm vi cht lng tt nht ABC phi cp nht, thay i v cch mng ha cc hot ng

II.2. Phn tch nhng i th cnh tranh ca cng ty.

* i th cnh tranh tim nng

* i th cnh tranh khng trc tip * i th cnh tranh trc tip

II.2.1. i th cnh tranh trc tip.

i th Sn Phm Khch hng im mnh im yu

- Cung cp cc loi bnh m ti l ch yu.

- Tng lp trung lu, tr em v thanh thiu nin.

- Tn thng hiu lu i v ni ting ti thnh ph H Ch Minh t giai on u. - Nhn thc thng hiu mnh, nhiu khch hng trung thnh.

- Mng li phn phi nh d c thnh lp lu i.Ch c 12 ca hng,ch yu tp trung pht trin ti TP.HCM. - C website. Tuy nhin, khng c nhiu thng tin v DN, cch trnh by sn phm km

i th

Sn Phm

Khch hng -Tng lp trung lu, tr em v thanh thiu nin.

im mnh

im yu

- Phc v cc loi bnh: +Bnh m ti, +Bnh m ngt, +Bnh m mui. - Ngoi ra cn c bnh trung thu, bnh nng, bnh cookies, n nh, v bnh quy gin

-t nhiu gii thng quan trng nh Cp vng ca bnh m Vit. -S hu mt trang web y thng tin & hu ch. -S hu mng li phn phi ln nht 200 nh phn phi v 200.000 nh bn l trn ton quc.

-Tham gia nhiu ngnh cng nghip nh ti chnh, bt ng sn v thc phm t tp trung vo phn khc bnh m ti.

i th

Sn Phm

Khch hng

im mnh

im yu

Cung cp mt lng ln bnh m ti vi mc gi tng i cnh tranh.

- Khch hng c thu nhp thp & thch cc sn phm c tnh kinh t.

- Thng hiu lu - Knh phn phi

i v mnh m trong c khu vc thnh th v nng thn. nh (ch c 6 ca hng thnh ph H Ch Minh v mt s tnh).

- Rt nhiu sn - Website khng c phm mi c nhiu thng tin & tung ra hng nm. km hp dn.

i th

Sn Phm

Khch hng

im mnh

im yu

-Phc v nhiu la chn a dng ca chu v phng Ty: bnh m ti, bnh m v ung.

- Tng lp trung lu tr ln v gi thnh cao nht so vi cc thng hiu khc.

- Mt thng hiu rt ni ting bt chp vic xm nhp th trng mun.

- Cha c website cho th trng Vit Nam.

- Gi cao phn no thu hp s - Trang tr ca phn on th hng bt mt. trng. - Phong cch phc v chuyn nghip.

II.2.2. i th cnh tranh khng trc tip:

- Ch yu cung cp cc loi bnh pizza, v thc n phng Ty nh m ng, m spaghetti, salad, v tht g. - Tng lp trung lu v thng lu, gia nh, tr em v thanh thiu nin. - Ca hng nm ti cc khu vc ng c. - Trang web c nhiu thng tin v thn thin vi ngi s dng. - c h tr mnh bi cngty m YUM!Brand. - Nhp khu thit b v nguyn liu u vo. H thng phn phi rng ri (12 ca hng trong tng s v k hoch s m rng). - Hn ch qung co trn cc phng tin thng tin i chng. - Chin lc gi c v cht lng cao lm cho n kh khn tip cn vi tng lp thp hn.

-Phc v nhiu la chn nh bnh m, mn n ph, ung, v t chc party.

- Tng lp trung lu v thanh thiu nin.

- Cung cp giao hng min ph qua s in thoi min ph.

- Mng li phn phi yu (ch c 2 ca hng RMIT v Ph M Hng).

- Cng ngh & nguyn liu c nhp khu. - Nhn thc thng hiu yu do thiu - Phng php phng chin thut tip th. Ty c p dng nng bnh m.

- Ch yu l cung cp s a dng ca bnh m ti, mn n ph, thc phm phng Ty v ung.

- Tng lp trung lu, gia nh v thanh thiu nin.

- Cung cp giao hng min ph.

- S ca hng cn hn ch .

- Bnh m ti s c - Website vn cha nng khi khch hng xy dng xong. t hng. - Thiu chin thut tip th nhn bit thng hiu yu.

II.2.2. i th cnh tranh tim nng:

1. Ro cn gia nhp ngnh

1.1. Li th theo quy m 1.2. Khc bit ha sn phm 1.3. Nhn din thng hiu 1.4. Chi ph chuyn i 1.5. i hi vn 1.6. Tip cn knh phn phi 1.7. Li th v chi ph tuyt i 1.8. Chnh sch

2. p tr k vng

Nhn xt: Nhn chung, Kinh nm gi th phn ln nht, h thng phn phi mnh m v nhn thc thng hiu mnh, l i th cnh tranh trc tip ln nht vi ABC.
Nu ABC c th vt qua i th ln nht ny, cc i th cn li l khng ng k. Hn na, hng v bnh m ABC nn c thng xuyn i mi, chm sc khch hng tt hn ngn chn cc khch hng mc tiu chuyn i sang sn phm thay th khc.

III. p lc t pha khch hng. 1. p lc t pha khch hng i vi sn phm bnh ko ni chung.
- Khch hng c th thng lng gim gi khi mua sm khi lng ln. - Khch hng c th chuyn i gia cc cng ty cung cp vi chi ph thp ==> gim gi. - Nhu cu ca khch hng v cht lng, mu m sn phm lin tc c i hi.

- Tnh cht ma v ngnh bnh ko kh r nt, t thng 8 m lch (Tt Trung thu) n Tt Nguyn n. - Ngi dn a chung mt hng bnh ko sn xut trong nc hn. - Bnh ko nc ngoi hu ht gi cao, cht lng kh c kim chng. - Th trng bnh ko c tnh phn khc cao. Nhiu nhm khch hng khc nhau.

2. p lc t pha khch hng i vi ABC.

- Tm l khch hng l gi cng t th cht lng cng cao ==> p lc v cht lng v cng c nim tin cho ABC. - Thu nhp ca ngi tiu dng. - Dn s ni tn ti ca th trng l yu t quan trng quyt nh quy m th trng.

-S

thch v th hiu ca ngi tiu dng chu nh hng ca phong tc, tp qun, mi trng vn ha - x hi, thi quen tiu dng, v.v. . - Khng ch n ngon m cn phi c sc khe.

IV. p lc t sn phm thay th.

Tri cy Cc mn n bnh dn khc

Fast food

a dng sn phm. Gi c khng chnh lch nhiu. t c kh nng thay th vo dp c bit.

Tri cy

Cc mn n bnh dn khc
- Xi, ng. - Cho, ph, - Cc sn phm ng gi: m tm, ph, cho,

c im:
- Nhiu nhng tnh chuyn nghip khng cao. - Sn phm khng a dng. - Cha quan tm n thng hiu.

Fast food
- Nhanh, gn, tin li. - Gi cao. - Cha ph bin. - ang dn i vo thi quen cuc sng.

V. P LC T NH CUNG NG Ngun nguyn liu u vo chnh: Bt m: ch yu l nhp khu ng: va nhp khu, va ly ngun cung ng trong nc Trng, cc nguyn liu ph gia: ngun cung ng trong nc l ch yu.

c im: cht lng ngun cung ng l ng u cho cc doanh nghip trong ngnh chi ph chuyn i ngun cung ng ca doanh nghip khng cao chi ph u vo ph thuc vo t gi USD, s bin ng th trng nc ngoi cao. mi quan h gia doanh nghip v cc nh cung ng trong nc n nh

i vi ABC Chim th phn nh trong ngnh bnh ko chp nhn gi th trng Nhy cm vi s thay i gi ngun cung ng, do l doanh nghip mi gia nhp th trng nn phi cnh tranh nhiu v gi.

VI. PHN TCH MI TRNG BN TRONG

VI.1. Phn tch chin lc hin ti

M t - Mc tiu ng u th phn trong th trng c t ra thay cho mc tiu ban u l Dn u v cht lng sn phm. Phm vi phn khc - Khch hng mc tiu ca cng ty l thanh thiu nin & tr em ( t 15 34 tui), mc thu nhp trung bnh (2-4 triu) & trn trung bnh (4-7 triu).

Phm vi a l
Trong nc Ngoi nc

VI.2. Tnh hiu qu ca chin lc 1. Tc tng doanh thu so vi tc chung ca ngnh

 Thu ht thm khch hng mi - duy tr khch hng c. Tng 150% thu nhp rng nm 2013. Duy tr t l ROI trong phm vi 30% - 40% vo cui nm 2013. S hu phng th nghim chuyn su, hnh nh sn phm ni bt trong mt ca khch hng.

Trong tng lai, ABC s c v tr mnh m hn so vi hin ti bng vic ci thin cht lng cnh tranh vi Tous Les Jours v Kinh , nhng vn gi mc gi hp l.

VI.2. Tnh hiu qu ca chin lc 2. Kh nng cnh tranh. **c im ca th trng cnh tranh c quyn: - C rt nhiu ngi bn t do gia nhp hay rt lui khi ngnh, th phn ca mi doanh nghip l rt nh, khng ng k trn th trng. - Sn phm ca cc doanh nghip c th phn bit vi nhau qua nhn hiu, kiu dng, cht lngc kh nng thay th cho nhau nhng khng thay i cho nhau hon ton.

*Trong nc : Bnh m ti ca ABC Bakery c tiu th rng khp trong TP HCM v cc tnh min ng, min Ty Nam b. ABC Bakery l nh cung cp bnh Hamburger, Hotdog, Pie cho h thng tp on kinh doanh thc n nhanh ni ting trn th

gii t ti TP. HCM v H Ni nh : KFC, LOTTERIA,

JOLLIBEE

ABC Bakery cn cung cp bnh m ti ( Bread crumb ) cho cc

cng ty Thu sn trong nc v nc ngoi c tr s ti VN.

* Ngoi nc :
Cht lng ca thng hiu ABC Bakery c th trng

quc t chp nhn, sn phm bnh m baguette t theo quy cch

ca khch hng xut u n vo th trng Nht t nm 2005 n nay. Bnh Trung Thu cng thm nhp vo th trng c, M, nhiu l hng c bit nh bnh kem vo th trng M v c phn phi cc nh hng Buffet.

VI.3.Nng lc.

Nng lc

S hu mt phng nghin cu v dinh dng tr gi 200.000 USD.

Phng php lm bnh c bit. ABC c kinh nghim lm bnh t nhiu nc, v th khu v ca ABC cng rt ring.

Nng lc li

Lm bnh theo phng php Poolish Method

Bnh m ng lnh

Nng lc cnh tranh

VI.4. Phn tch thc trng cng ty. VI.4.1. Phn tch chui gi tr ca cng ty.

Cc ngun cung ng + cng tc hu cn u vo

Hot ng sn xut, ch bin

Phn phi + cng tc hu cn u ra

Bn hng + Mar.

Dch v

Thu mua R&D Qun l nhn s

C s h tng

VI.4.1.1. Hot ng chnh

u vo -Bt m -Sa -ng -Trng -Nguyn liu khc

Vn hnh -Chuyn nguyn liu th n cng ty. -Trn bt -Nng bnh -ng gi (sp ng gi)

Cung ng bn ngoi -Sp bn ca hng ABC. -Sp ng gi lu tr nh kho. -Phn phi ci siu th.

Tip thbn hng -p dng trc tip cho KH. -Xc tin thng mi cho nh bn l. -PR nhn bit thng hiu

Dch v -Giao hng min ph n hng > 50sp. -Cung cp dch v thit k bnh m ti

VI.4.1.2. Hot ng h tr

Hot ng h tr Nghin cu v pht trin

-Trang b my mc, thit b hin i. -Phng th nghim tin tin,c kim sot cht ch

Qun l ngun nhn lc

-Nhn vin c i tp hun nc ngoi. -Mi k s thc phm Singapore gim st phng th nghim

Qun l Cng Ngh

-My mc, thit b nhp khu -L my v cn bt kim sot cht ch bi chng trnh Thy S

u thu
-Mua nguyn-vt liu ch yu t nc ngoi v nh cung cp ng tin cy (Vissan, CP, Vinamilk)

1. Cung ng bn trong

-Cc nguyn liu th c chuyn n cng ty bng xe ti trc phi c bo qun trong t lnh nhit hp l.

-Hu ht bnh m ti ca ABC c sn xut trong ca hng. Cc sn phm ng gi sn c sn xut ti mt nh my t ti Bnh Tn.

2.Sn xut
2.1 My mc thit b

-Hu ht my mc v thit b c nhp khu, c bit l cc loi my v cn bt c kim sot bi chng trnh ca Thy S. - Phng th nghim c u t $ 200.000 USD p ng tiu chun ISO.
Mt gc cc thit b my mc hin i

2.Sn xut
2.2. Qun l cht lng sn phm -Phng th nghim ny c xy dng thc hin kim tra cht lng nguyn liu u vo v sn phm u ra, p ng cc tiu chun ISO v HACCP (Hazard Analysis and Critical Control Point System)

-Thi quen ngi dn thay i v nhu cu thng thc bnh ca ngi tiu dng ngy cng tinh t hn, do ABC khng ngng nghin cu v sn xut nhng sn phm m bo c cht lng cng nh sc khe v th hiu, s thch ca ngi tiu dng

3. Cung ng bn ngoi
-Tt c sn phm ti lm ra c bn ngay trong cc ca hng ABC.

-Cc sn phm ng gi sn c lu tr trong nh kho cng Bnh Tn.

- Tt c u c phn phi cho cc siu th (Co.op Mart, Maximart, Lotte mart) v cc nh bn l xung quanh khu vc nng thn v thnh th

4. Tip th v bn hng

-Cc chng trnh khuyn mi cho khch hng c p dng trc tip cho khch hng, nhiu chng trnh xc tin thng mi cho cc nh bn l v cc hot ng PR tng s nhn bit thng hiu .

5. Dch v - Giao hng min ph cho cc n t hng ln, cung cp dch v thit k bnh m ti trong cc ba tic buffet v cung cp bt ng lnh cho cc tim bnh khc .

Hot ng h tr h tr cc hot ng c bn, lm gia tng gi tr

Hot ng h tr
Nghin cu v pht trin
-Trang b my mc, thit b hin i. -Phng th nghim tin tin,c kim sot cht ch

Thu mua
-Mua nguyn-vt liu ch yu t nc ngoi v nh cung cp ng tin cy (Vissan, CP, Vinamilk)

Qun l ngun nhn lc

-Nhn vin c i tp hun nc ngoi. -Mi k s thc phm Singapore gim st phng th nghim

C s h tng
-My mc, thit b nhp khu -L my v cn bt kim sot cht ch bi chng trnh Thy S

 ng dng khung phn tch chui gi tr

1.Li th chi ph ca ABC bakery li th cnh tranh So vi cc i th trong ngnh hin nay, ABC c cc li th ct li nh vn dng tt chui gi tr, em n gi tr cho khch hng. Tiu biu nh:
Li th v quy m EOS ABC c mt h thng chui ca hng + knh phn phi a dng. to li th quy m sn xut + tch ly kinh nghim, gim chi ph bin sn phm .

Sn phm Cng ngh c quyn: bnh m ng lnh.

Bao b: Lm t cht liu an ton & thn thin vi mi trng to hnh nh i vi khch hng. -Thit k: Sng to v thay i ph hp th hiu.Vn gi mt s thit k l sn phm phn bit vi i th cnh tranh: bnh sandwich, baguette, croissant. -Thit k ring cho tng i tng mc tiu: hnh ng vt, ngi sao, kitty, cc nhn vt Disney cho tr em.

2.Duy tr li th chi ph, tng li th cnh tranh T khng nh gi tr v li th ct li vi khch hng

VI.4.2. Phn tch tnh hnh ni b cng ty VI.4.2.1 Phn tch SWOT ca cng ty & mi trng xung quanh.

S1: L cng ty u tin ca Vit Nam dm u t 200,000$ cho vic nghin cu & kim nh. S2: Sau khi chia tch t c Pht Bakery - thng hiu ni ting nht Si Gn trong nhng nm 1980 ABC k tha danh ting trong qu kh v mt s lng khch hng trung thnh nht nh. S3: Ch s hu ABC - ng Kao Siu Lc l mt th lm bnh c tay ngh sn phm cht lng cao & c m bo. S4: S hu i ng nhn vin trung thnh theo ng t nhng ngy u thnh lp, c bit. vi 2 ngi con, mt ngi c kin thc v qun tr kinh doanh v mt ngi c kin thc v thng mi Bakery Cam kt mnh m thnh cng. S5: L mt cng ty duy nht c cp php s dng hnh nh Disney trong cc sn phm. S6: Ca hng ang c chin lc nm cc khu vc ng c ca hnh ph H Ch Minh li th v tr.

 W1: Thiu n lc tip th khng th c c nhn thc ca khch hng mt cch ti a nht.

W2: Dch v khch hng v thi ca nhn vin vi khch hng khng chuyn nghip so vi Tous Les Jours v cc i th tim nng khc.

W3: Ngn sch hn ch m rng h thng phn phi min Bc v Trung ca Vit Nam.

 O1: GDP bnh qun u ngi tip tc nh mc tiu xi cng tng ln O2: Jollibee, Lotteria, KFC c nh tng s lng cc ca hng khong 100 trn ton quc. ABC l nh cung cp chnh ca cc chui thc n nhanh ABC c trin vng rt ln l mt trong nhng nh cung cp bnh m ti ln nht trong th trng Vit Nam. O3: Th trng bnh m ti vn rt hp dn ti mt s thnh ph nh Nha Trang, Nng, Hu, Hi Phng. O4: Ngi tiu dng c xu hng chuyn sang mt li sng lnh mnh trong bao gm cc sn phm ti v b dng m ABC s cung cp.

T1: S cnh tranh ca ngnh cng nghip bnh ko l khc lit hn bao gi ht khi cc cng ty a quc gia ngy cng tng. T2: Gi c leo thang dn n vic nh gi cc sn phm bn ra tng. T3: Dch heo tai xanh gim doanh s bn hng ca bnh m mui. T4: Hu ht cc i siu th (v d nh Metro, Big C) bn tim bnh trong ca hng ca ring h v do h khng mun bn cc sn phm ABC gia tng cnh tranh trc tip.

Nhn Xt:
- Nhn chung, sc mnh quan trng nht ca ABC l s hu phng th nghim chuyn su qua mt cc i th khc, hnh nh sn phm ni bt trong mt ca khch hng. Trong khi , im yu quan tm nht l vic thiu cc chin dch tip th c th dn n s lng qun thng hiu vi khch hng trong di hn. - V c hi, s kt hp ca nn kinh t thay i nhanh chng v GDP bnh qun u ngi ngy cng tng cao dn n lc lng khch hng chi tiu mua cc sn phm tng nhanh chng. - Vit Nam gia nhp WTO ku gi chnh ph ci m trong hot ng kinh doanh v do , ABC s c mt tim nng rt ln ly th phn v tn cng th trng tim nng. Tuy nhin, ABC phi i mt vi cc mi e da ngy cng tng trc cc i th cnh tranh nc ngoi lun ni bt ti cc thnh ph ln.

EFE
Cc yu t bn ngoi -Nhu cu th trng tng - Cnh tranh khc lit hn khi gia nhp WTO Trng s 0.2 0.1 XH 3 4 im 0.3 0.8

- Nhu cu thc phm ti ngon,lnh mnh,cht lng hn tng cao

- i th cnh tranh ngy cng nhiu -Xut hin nhng sn phm thay th -S thay i cng ngh nhanh -Nh cung cp n nh - Nhu cu thc phm cao cp ngy cng nhiu - Xu hng tiu dng thc n nhanh tng

0.2
0.1 0.05 0.1 0.05 0.1 0.1

4
2 2 4 3 2 2

0.8
0.2 0.1 0.4 0.15 0.2 0.2

Tng Cng 1

3.15

Tng s im quan trng = 3.15 > 2.5, cho thy rng DN trn mc trung bnh trong vic cc chin lc ca h ng ph hiu qu vi cc yu t bn ngoi

IFE
Cc yu t bn trong -L cng ty u tin ca Vit Nam dm u t 200,000$ cho vic nghin cu & kim nh -Ch s hu ABC - ng Kao Siu Lc l mt th lm bnh c tay ngh -Thiu n lc tip th Trng s 0.3 0.2 0.05 XH 4 4 2 im 1.2 0.8 0.1

c quyn s dng hnh nh Walt Dney

Ca hng nm khu vc ng c TP.HCM Ngn sch hn ch -Tha k danh ting trong qu kh -i ng nhn vin trung thnh - Dch v khch hng cha chuyn nghip

0.05
0.05 0.1 0.05 0.15 0.05 Tng Cng 1.00

4
4 1 3 3 2

0.2
0.2 0.1 0.15 0.45 0.1 3.3

Tng s im quan trng = 3.3 > 2.5, cng ty mnh v ni b

Gii php kt hp

S/O
S dng im mnh tn dng c hi
S1: u t 200,000$ cho vic nghin cu & kim nh. S2: ABC k tha danh ting trong qu kh ,c lng khch hng trung thnh nht nh. S3: ng ch l mt th lm bnh c tay ngh sn phm cht lng cao & c m bo. S4: S hu i ng nhn vin trung thnh, c kin Cam kt mnh m thnh cng. S5: c quyn s dng hnh nh Disney trong cc sn phm. S6: Ca hng cc khu vc ng c ca hnh ph H Ch Minh

O1: GDP bnh qun u ngi tip tc nh mc tiu xi cng tng ln. O2: ABC c trin vng l mt trong nhng nh cung cp bnh m ti ln nht Vit Nam. O3: Th trng bnh m ti vn rt hp dn ti Nha Trang, Nng, Hu, Hi Phng. O4: Ngi tiu dng c xu hng chuyn sang mt li sng lnh mnh trong bao gm cc sn phm ti v b dng m ABC s cung cp.

Phi hp S/O S1S6O2O4: Chin lc pht trin sn phm. S2S6O1O3: Chin lc pht trin th trng S4O2: Chin lc kt hp v pha trc S5O3O4: Chin lc m rng phn khc th trng tr em. S1O1: Chin lc a dng ha sn phm.

S/T
S dng im mnh trnh mi e da
S1: u t 200,000$ cho vic nghin cu & kim nh. S2: ABC k tha danh ting trong qu kh ,c lng khch hng trung thnh nht nh. S3: ng ch l mt th lm bnh c tay ngh sn phm cht lng cao & c m bo. S4: S hu i ng nhn vin trung thnh, c kin Cam kt mnh m thnh cng. S5: c quyn s dng hnh nh Disney trong cc sn phm. S6: Ca hng cc khu vc ng c ca hnh ph H Ch Minh

T1: S cnh tranh ca ngnh cng nghip bnh ko khc lit T2: Gi c leo thang dn n vic nh gi cc sn phm bn ra tng. T3: Dch heo tai xanh gim doanh s bn hng T4: Hu ht cc i siu th bn bnh ca ring h v do h khng mun bn cc sn phm ABC gia tng cnh tranh trc tip.

Phi hp S/T S1S2S3T1:Chin lc pht trin th trng S3S6T1T2T4: Chin lc tp trung pht trin sn phm. S2S3S4T3T4: Chin lc kt hp v pha sau. S1S6T1: Chin lc tng trng tp trung theo hng thm nhp th trng.

W/O
Vt qua im yu bng cch tn dng cc c hi
W1: Thiu n lc tip th. W2: Dch v khch hng v thi ca nhn vin khng chuyn nghip so vi Tous Les Jours v cc i th tim nng khc. W3: Ngn sch hn ch m rng h thng phn phi min Bc v Trung ca Vit Nam.

O1: GDP bnh qun u ngi tip tc nh mc tiu xi cng tng ln. O2: ABC c trin vng l mt trong nhng nh cung cp bnh m ti ln nht Vit Nam. O3: Th trng bnh m ti vn rt hp dn ti Nha Trang, Nng, Hu, Hi Phng. O4: Ngi tiu dng c xu hng chuyn sang mt li sng lnh mnh trong bao gm cc sn phm ti v b dng m ABC s cung cp.

Phi hp W/O W1-3O1-4: Chin lc lin doanh lin kt, chnh n( b my qun l, marketing..)

W/T
Ti thiu ha nhng im yu v trnh khi cc mi e da
W1: Thiu n lc tip th. W2: Dch v khch hng v thi ca nhn vin khng chuyn nghip so vi Tous Les Jours v cc i th tim nng khc. W3: Ngn sch hn ch m rng h thng phn phi min Bc v Trung ca Vit Nam.

T1: S cnh tranh ca ngnh cng nghip bnh ko khc lit T2: Gi c leo thang dn n vic nh gi cc sn phm bn ra tng. T3: Dch heo tai xanh gim doanh s bn hng T4: Hu ht cc i siu th bn bnh ca ring h v do h khng mun bn cc sn phm ABC gia tng cnh tranh trc tip.

Phi hp W/T W1T1: Thit lp ,cng c i ng Marketing chuyn bit y mnh tip th sn phm, qung b thng hiu. W3T1T2T3T4: Chin lc pht trin th trng

W2T1:Chnh n, xy dng vn ha phc v chuyn nghip cho nhn vin.

1.Chin lc kt hp v pha trc

y l chin lc chi phi hoc kim sot i vi cc nh phn phi. Hin nay, i vi cc nh phn phi trong nc.ABC Bakery t ho l nh cung cp bnh Hamburger, Hotdog, Pie cho h thng tp on kinh doanh thc n nhanh ni ting trn th gii t ti TP. HCM v H Ni nh : KFC, LOTTERIA, JOLLIBEE..

ABC Bakery cn cung cp bnh m ti ( Bread crumb ) cho cc cng ty Thu sn trong nc v nc ngoi c tr s ti Vit Nam. ABC Bakery thng hiu ni ting, cht lng sn phm tt.

2. Chin lc kt hp v pha sau:

- Kt hp v pha sau l chin lc chi phi v kim sot cc nh cung cp. ABC Bakery cn phi thit lp c mi quan h khn kht vi nh cung cp c ngun cung n nh v gi cnh tranh bng cch k hp ng di hn, h tr ti chnh

- Tuy nhin, thc hin c chin lc ny, ABC Bakery phi c kh nng t doanh thu ln v tng trng n nh

3. Chin lc kt hp theo chiu ngang:

-ABC Bakery c th lin doanh cc doanh nghip trong ngnh. Phng n ny gip cho ABC Bakery gim chi ph u t ban u, ch tp trung ci to v khai thc theo chin lc ca ABC Bakery.

- Mt khc, lin doanh s to ra nng lc sn xut ln hn, kh nng p ng c nhiu chng loi sn phm hn,iu ha cc ngun lc, cc th mnh ca mi cng ty, tip cn th trng, nghin cu th trng hiu qu hn. c bit, lin doanh vi cc cng ty nc ngoi gip ABC Bakery hc hi c trnh qun l, nng cao cht lng sn phm, chia s cng ngh, th trng ca i tc

4 Chin lc tng trng tp trung pht trin sn phm: - Pht trin sn phm l chin lc tng doanh thu bng vic ci tin hoc sa i cc sn phm hin c tng tiu th trn th trng hin ti. - ABC Bakery cn tng cng hn na cho hot ng RD v kinh ph, nhn lc v thit b to ra nhng mt hng cht lng cao hn. C th nh s h tr t cc vin, cc trng i hc trong v ngoi nc.

5. Chin lc tng trng tp trung theo hng thm nhp th trng:

- Tng cng hn na cho hot ng qung co, khuyn mi, hng dn tiu dng nhm lm tng th phn ca mnh hin c. -ABC bakery cn mi cc cng ty maketing chuyn nghip t vn v h tr cho hot ng maketing ca mnh.

6. Chin lc tng trng tp trung theo hng pht trin th trng:

- Vi th trng ni a: Ci thin h thng phn phi, n lc ph rng nhiu hn sn phm ca ABC Bakery ngy cng nhiu n cc vng min trn c nc ni m ngi dn c nhu cu nhng vn ang s dng sn phm bnh ko cht lng km, hng gi,hng nhi ca cc c s sn xut nh.

- Vi th trng ngoi nc: Tng cng hot ng xc tin thng mi, tm bn hng nc ngoi, tham gia hi tr trin lm, cc cuc thi quc t,c nhn vin i tm hiu th trng v tm i tc nc ngoi, phi hp cht ch vi Tham tn thng mi Vit Nam cc nc.

Gii Php Tng Th

Kim sot hng nm

Kim sot ti chnh

Kim sot nng sut

Kim sot chin lc

Kim sot hng nm

nh gi y nhng k hoch Marketing lm c trong nm. Pht hin nhng hot ng khng hiu qu v khng ph hp. Xc nh & x l cc bc sai.

Kim sot ti chnh

S dng cc bin php ti chnh nh doanh s bn hng,chi ph, li nhun v ROI nh gi hiu sut hot ng. So snh chi ph thc t vi ngn sch c tnh, doanh s bn hng thc t v d bo doanh s bn hng. Phn tch li nhun & chi ph trn nhiu cp khc

Kim sot nng sut

K hoch sn xut tng. Qung co v xc tin bn hng. Sales force. Knh phn phi. Gi. Phn khc khch hng.

Kim sot chin lc

Kim tra vic thc hin qun l cc mi quan h vi cc c ng. nh gi trch nhim x hi v o c kinh doanh.