ti : Lp k hoach marketing cho cng ty TNHH in c thng nht

NHOM : 11 LP :1102BMKT2821

NI DUNG

i net v hoat ng cua cng ty Phn tich tinh th Xac inh muc tiu marketing K hoach trin khai

i net v hoat ng cua cng ty

Cng ty in c thng nht la mt doanh nghip nha nc, trc thuc s cng nghip ha ni, cng ty c thanh lp t nm 1965 trn c s sat nhp 2 xi nghip la xi nghip in thng va xi nghip c tam quang va ly tn la xi nghip in c thng nht ia ch: 164 Nguyn c Cnh, qun Hoang Mai, Ha ni

Tng s CBCNV trong Cng ty: 760 ngi

i net v hoat ng cua cng ty

Thanh tich at c Nng lc sn xut ca Cng ty t 450.000 chic qut nm 2004 nng ln thnh 1,4 triu chic vo nm 2009, gi tr sn xut cng nghip hng nm u tng trn 30%, doanh thu tng trn 26%. Phng n tiu th sn phm c trin khai hiu qu, gn kt qu bn hng vi thu nhp ca tng nhn vin tip th v CBCNV phong tiu th sn phm nn nm 2009, in c Thng Nht a tiu th c 1,421 triu chic qut, tng gn 46%, doanh thu tng 49%, np ngn sch tng gp 2,6 ln so vi nm trc

Nm 2010, vi gi tr sn xut cng nghip, doanh thu, sn lng u cao hn 12% so vi nm ngoi. p ng nhu cu th trng khng ngng tng. Cng ty a lp t b sung mt lot thit b mi vi tng mc u t 23,5 t ng,.

Phn tich tinh th

Phn tich tinh hinh thi trng bn ngoai

Chinh sach phap lut : Nhn c s c v t Trung ng va Thanh ph v mi mt.

V i thu canh tranh : co s canh tranh gay gt cua cac doanh nghip sn xut va kinh doanh quat in trong v ngoi nc nh quat in Asia,Bifan, Senko, in c 91, Cophaco, Lidico, Sanyo, Sanaky, Nischimen, Asumu

Phn tich tinh th

Phn tich tinh hinh thi trng bn ngoai
Nm 2011, cac sn phm quat in hang Vit Nam chim thi phn ln trn thi trng. Nh mu ma phong ph va a dang, p khng kem hang ngoai, lai co u th v gia c, cht lng va ch bo hanh ma quat in Vit Nam c nhiu ngi tiu dng chn mua T nm 2010. Cac sn phm cng ngh mi nh: quat hi nc, quat phun sng, quat khng canh xut hin trn thi trng Thoi quen tiu dng cac sn phm quat in quay tr lai

Phn tich tinh th

Phn tich mi trng bn trong
Kt qua kinh doanh: Trong 9 thang u nm 2009, trong bi cnh
suy thoai toan cu, sc mua chung gim st, nhng gia tri sn xut cua Cng ty vn at 390 t ng tng 28%, doanh thu tng 51% vi s lng sn phm tiu thu la 1,35 triu cai quat, tng hn 30% so vi cng ki nm 2008. nm 2010 gia tri sn xut at 531 t ng doanh thu cua cng ty at 438.5 t ng Thi trng tiu thu cac sn phm cua Cng ty in c Thng Nht chu yu la thi trng min Bc n a nng

Phn tich tinh th

Li th canh tranh: c s ch o thng xuyn v to iu kin thun li t lnh o thnh ph H Ni. c 40 nm kinh nghim l cng tc sn xut kinh doanh qut in Mt hng qut in ca cng ty c ch ng trong lng khch hng. Tn dng c uy tn kinh doanh v li th ca mt doanh nghim Nh nc

Phn tich swot

im manh
Co 40 nm kinh nghim trong hoat ng sn xut kinh doanh quat in Co ch ng trong long khach hang Tn dung c li th kinh doanh va li th cua mt doanh nghip nha nc Kh nng qun l chi phi tt

im yu
Cac quyt inh v sn phm cha mang tinh chin lc Cng tac nghin cu thi trng cha mang tinh ong b Cng ty cha du t vao h thng k hoch hoa Hoat ng inh vi thi trng muc tiu khng ro rang Kh nng quay vong vn chm

Ngi tiu dng quay lai vi thoi quen dng quat in nh my nm trc Sn phm hang Vit Nam ngay cang chim c long tin cua NTD Sn xut cac loai quat mi

Kinh t kho khn, t l lam phat cao Chuyn giao cng ngh va nhng oi hi ngay cang kht khe cua NTD v cht lng, mu ma sn phm Xut hin ngay cang nhiu cac TCT nng k.

Xac inh muc tiu

Tng trng n inh, nng cao doanh s bng cach Tim kim, tim cach thm nhp, i n ch chim linh thi trng mi, nng cao thi phn cua cng ty. Phuc vu hiu qu hn cc thi trng c bng cach phat huy cac li thu canh tranh cua cng ty u t n lc marketing hoan thin khu tiu thu sn phm inh vi hinh nh, uy tin cua cng ty trn thi trng, danh c thin cm cua khach hang nh uy tin va vn hoa kinh doanh.

Xc inh mc tiu
Mc tiu c th Cho he 2012 ,cng ty qut in c thng nht xin gi ti ngi tiu dung chng trinh MA HE GIO V y l chng trinh khuyn mi cc loi qut in vi nhiu phn qu hp dn, k hoch c thc hin t ngy 20/4 n 20/5, y l thi im thi tit bt u chuyn nng dn, ngi dn bt u c nhu cu mua sm cc thit b chng nng cho mua he. Cc i l phn phi cng vi th gia tng lng hng ha tch tr kp thi cung ng cho NTD khi thi tit tng nhit v nhu cu ca ngi dn tng cao. K hoch c th nh sau:50000 sn phm

K hoach trin khai

Chung ti se t chc trng trinh khuyn mi t ngy20/4 n 20/ 5 nm 2012 Ni dung chng trinh: T chc hi ngh khch hng ng poster qung co ng website Pht t ri Chin dch khuyn mai

T chc hi ngh khch hng

Ngy 20/4 T chc hi ngh khch hng( cc i l v nh phn phi trn a bn h ni) a im:ti phong hp thuc tr s cng ty 164 Nguyn c Cnh, qun Hong Mai, H ni Thi gian: 19h n 21h Ni dung: + gi li tri n khch hng vi s gn b lu di ca h vi cng ty +Gii thiu mc tiu trong thng ti ca cng ty +Thng bo v chng trinh khuyn mi:bng gi v chnh sch chit khu,khuyn mai,.....

K hoach trin khai

ng qung co trn cc poster. + ng qung co trn co poster (bt u t ngy 21/4 n ht ngy 20/5) t poster qung co ti cc i l ca cng ty, nhng ni Trung tm ng ngi qua li ,thun tm nhin ( Trc trung tm mua sm , cc siu th) Ni dung poster: Chng trinh khuyn mai MA HE GIO V Thi gian gim gi:1/5 dn 20/5 a ch cc ca hng, i l p dng chng trinh gim gi In mt s sn phm qut p dng chnh sch gim gi ca cng ty. Chi ph cho thit k, v in poster: s lng d kin l 20 t (9 t c cng ti trc tr s bn hng ca cc cng ty phn phi)

K hoach trin khai

Phat t ri qung cao: - a im:ti khu dn c ca 6 qun: Hong Mai,Hai B Trng,Hon Kim,Cu giy,ng a Hinh thc pht:l pht tn nh dn bng cch a trc tip cho h hoc ci ln ca,...ti cc gia inh S lng t ri: Ti mi a im pht 2000 t/im Tng s t ri c pht : 10000 t S ngi pht: 10 ngi (2ng/qun) Ba nhn vin gim st:1 ph trch ti qun Hong Mai v Hai B Trng 1 ph trch ti qun Hon Kim v ng a 1 ph trch ti qun Cu Giy

K hoach trin khai

ng qung co trn wedsite: ng ti thng tin trn website:dantri.com,24h.com.vn. Vatgia.com

Chin dch khuyn mai

Chng trinh kch thch i l nh bn bun gm: 1.i tng c khuyn mi: - Tt c n v, c nhn l khch hng truyn thng ca cng ty. 2.Mc khuyn mi: Ngoi cc mc chit khu v gi c cng ty tha thun vi tng c s thi trong thi gian t 20/4 n 20/5 cc i l v nh bn bun s c hng cc chng trinh nh sau: a/ Hinh thc khuyn mi 1: Gim gi bn trc thu ngay trn ho n bn hng.10% b/ Hinh thc khuyn mi 2:Mc khuyn mi i vi tng loi sn phm nh sau: Khuyn mi gim gi 5%: Qut trn 1.4m cnh tn. Khuyn mi gim gi 7% i vi cc loi sau: + Qut bn: QB 300CV, QB 400NSG + Qut hp: QH 300LP, QH 350 GLP - Khuyn mi gim gi 12% i vi cc loi qut: + Qut treo tng: QTT 400R, QTT400E, QTT 400 EHD, QTT 400X.HD

Chin dch khuyn mai

1. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. Chng trinh khuyn mai cho ngi tiu dng: TH1: C th khuyn mi nh sau : gim 15% trc tip vo gi cho tt c cc loi qut in TH2:Khch hng mua cc loi qut sau: Tng Binh nc Lock&Lock 1.2L HAP781 tr gi 50000 QH300 Qh350 Q400 Q450 Q650 Q750 QM400 QTT400 QTT450 QTT650 QTT750

Chin dch khuyn mai

2.
Quat in cac loai Tng cm in do cng ty sn xut tr gi 65000 cho cac sn phm sau 1. QT1400X 2. QT1400 3. QT1400-GT 4. QT1400-VDT

Chi ph d kin
STT 1 Chng trnh Hi ngh khch hng cc khon chi Trang tr n,nc ung In n chng trnh khuyn mi pht cho i l Thu thit k In n poster Thit k t ri In n t ri Thu nhn vin Ph cp nv gim st Thit k thng ip Thu web 24h Thu trn vatgia.com Nh bn bun Ngi tiu dng n gi 3tr 7tr 5000 S lng 1 Thnh tin 3tr 7tr 75000

15

2 3

ng poster Pht t ri

5tr 300000 500000 800 300000 500000 1tr 4tr

1 20 1 10000 10 3 1 3tun 3tun 35000 15000

5tr 6tr 500000 8tr 3tr 1,5tr 1tr 12tr 13tr 875tr 787,5tr 1.715.575000

ng wed

Chi ph khuyn mi Tng chi ph

25000 52500