B TI CHNH TRNG I HC TI CHNH - MARKETING KHOA MARKETING

NGUYN TH THIN N LP: 10DMA

BO CO THC HNH NGH NGHIP MN MARKETING CN BN

CHIN LC SN PHM CA CNG TY C PHN NC KHONG VNH HO

Thnh ph H Ch Minh - 2012

B TI CHNH TRNG I HC TI CHNH - MARKETING KHOA MARKETING

BO CO THC HNH NGH NGHIP MN MARKETING CN BN

CHIN LC SN PHM CA CNG TY C PHN NC KHONG VNH HO

GVHD: TS. NGUYN XUN TRNG SVTH: NGUYN TH THIN N LP: 10DMA

Thnh ph H Ch Minh - 2012

MUC LUC

PHN M U...................................................................................................1 PHN NI DUNG...............................................................................................4 PHN KT LUN.............................................................................................43 TI LIU THAM KHO.................................................................................44

DANH MUC HINH

DANH MUC BANG

Chin lc san phm cng ty c phn nc khoang Vinh Hao

PHN M U
1. L do chn ti: Nc khong l thc ung rt tt cho sc khe cua ngi s dung.c ly t nhng ngun nc ngm quy him trong t nhin, nc khoang co nhng thanh phn khoang cht giup cho c th khoe manh.Vi vy thi trng nc khong ang c li th khi con ngi ang dn nng cao i sng vt cht, quan tm n sc khe va co xu hng quay tr v vi thin nhin.Hin nay, thi trng nc khoang ang rt si ng , cac loai san phm c tung ra ap ng nhu cu khach hang vi san phm ng u la Lavie cua Nestle, tip sau o la vital va cac hang nc khoang khac. Bn canh o con co thi trng nc tinh khit vi Aquafina, Sapuwa va Joy.Tuy cc mt hng nc khoang ca Vit Nam ra i rt nhiu, a tn tai trong thi gian dai nhng vn cha am bao tuyt i v cht lng, v sinh cua san phm.Con mt s mt hang rt tt nhng gia thanh lai cao va cha chon c thi trng cung nh khach hang muc tiu, mt i c hi tng thi phn trong thi trng.Co mt trong thi trng t nm 1928, cng ty Vnh Ho n nay a nghin cu va phat trin khng ngng, a ra nhiu loai san phm, ap ng nhiu dang nhu cu khac nhau cua khach hang.Vi cht lng san phm vt tri cua minh, Vinh Hao co th tao ra thm nhiu san phm cung nh dong san phm mi, nng cp ky thut cng ngh cai thin thm cht lng, m rng thi trng muc tiu, em lai li ich cho ngi dung va gianh thm thi phn.So vi Vinh Hao nhng nm huy hoang, cng ty a bo l c hi tr thanh mt hang s mt trong thi trng nc khoang. Nhng nhng nm gn y, Vinh Hao ang dn ly lai vi th, tng bc ly lai thi trng bng nhng chin lc hiu qua cua minh.Mt trong s o phai noi n chin lc san phm. V th nn ngi vit chn ti Chin lc sn phm ca cng ty c phn nc khong Vnh Ho, rt ra nhn xt v xut gii php nhm nng cao hinh thc va cht lng san phm, em n cho ngi dung san phm tt nht, tng nhn bit va gia tri thng hiu Vinh Hao a tn tai hn 80 nm.

2.

Mc tiu nghin cu: SVTH:Nguyn Th Thin n - Trang 1

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Chin lc san phm cng ty c phn nc khoang Vinh Hao

Phn tch chin lc sn phm ca cng ty c phn nc khong Vnh Ho v vai tr ca chin lc sn phm trong chin lc Marketing mix. nh gi chin lc sn phm cua Vinh Hao v a ra mt s bin php nhm nng cao hiu qu chin lc sn phm ca cng ty.

3.

i tng v phm vi nghin cu:

i tng nghin cu: Chin lc sn phm cng ty CP nc khong Vnh Ho Phm vi nghin cu: a bn thnh ph H Ch Minh 4. Ni dung nghin cu:
Phn tch th trng nc khoang Thnh Ph H Ch Minh. Cc th hiu ca

khch hng v sn phm nc khoang.

Vi nt v cng ty c phn Vnh Ho,chin lc sn phm ca cng ty, phn

tch cc yu t lm nn chin lc sn phm ca cng ty, quy trinh phat trin san phm mi va quan tri san phm.
Nhn xt v chin lc sn phm. T xut chin lc, ch trng, ng

li v a gii php c th pht trin san phm mi, nng cao cht lng va hinh thc cac sn phm nc khoang hin tai cua cng ty Vnh Ho. 5. Phng php nghin cu: Ngun bn trong: Cc hot ng xy dng chin lc marketing mix, bo co hot ng kinh doanh ca cng ty t cc nm trc(nm 2009 n nay).Cc kt qu thu c t vic thng k s liu cng nh nghin cu do cng ty thc hin. Ngun bn ngoi: Gio trnh Marketing cn bn_trng i hc Ti chnh-marketing. Cc thng tin kim c trn cac bao, tp ch kinh t, trang web ca cng ty Vinh Hao, cac nha phn phi cua Vinh Hao, cac din an kinh t va cac ngun tai liu trn Internet. Phng php nghin cu: ti s dng cc phng php nghin cu sau y: - Phng php thu thp thng tin:

thu thp thng tin s cp nghin cu ti bn

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Chin lc san phm cng ty c phn nc khoang Vinh Hao quan st. - Phng php thng k - Phng php x l: tng hp, phn tch, so snh, kt lun 6. Kt cu ti: CHNG 1: C S L LUN V CHIN LC SN PHM CHNG 2: THC TRNG CHIN LC SN PHM CA CNG TY C PHN NC KHONG VNH HO CHNG 3: CC GII PHP HON THIN V NNG CAO CHIN LC SN PHM CHO CNG TY

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Chin lc san phm cng ty c phn nc khoang Vinh Hao

PHN NI DUNG CHNG 1: C S L LUN V CHIN LC SN PHM

1.1 Chin lc sn phm 1.1.1 Khi nim chin lc sn phm Chin lc san phm la inh hng va quyt inh lin quan n san xut va kinh doanh san phm trn c s bao am thoa man nhu cu cua khach hang trong tng thi ky hoat ng kinh doanh va cac muc tiu marketing cua doanh nghip 1.1.2 Vai tr ca chin lc sn phm Chin lc san phm la cng cu canh tranh bn vng cua doanh nghip.

Thc hin tt chin lc san phm thi cac chin lc inh gia, phn phi va chiu thi mi trin khai va phi hp mt cach hiu qua.

Trin khai chin lc san phm la mt trong nhng yu t giup doanh nghip thc hin tt cac muc tiu marketing c t ra trong tng thi ky. 1.1.3 Mc tiu Chin lc sn phm m bo cng ty thc hin c cc mc tiu ca cc chin lc th trng nh: Muc tiu li nhun, muc tiu th lc, muc tiu an toan 1.1.4 Ni dung chin lc sn phm 1.1.4.1 Kich thc san phm Kich thc cua tp hp san phm la s loai san phm cung vi s lng chung loai san phm cung vi s lng chung loai va mu ma san phm Kich thc tp hp san phm gm cac s o: Chiu rng: S loai san phm( hoc dich vu) ma doanh nghip d inh cung ng cho thi trng.
Chiu dai: cac chung loai khac nhau, s lng chung loai quyt inh chiu dai

cua tp hp san phm(dong san phm) Chiu su: Mu ma san phm gn vi tng chung loai san phm Ba s o v kich thc tp hp san phm tr thanh c s doanh nghip a ra cac quyt inh v tp hp san phm.

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Chin lc san phm cng ty c phn nc khoang Vinh Hao 1.1.4.2 Nhn hiu sn phm

Nhan hiu san phm la tn goi, thut ng, du hiu, biu tng hoc tng hp nhng yu t trn nhm xac nhn san phm hay dich vu cua mt doanh nghip va phn vit vi san phm cua i thu canh tranh. Nhan hiu san phm bao gm nhng thanh phn c ban sau: Tn goi nhan hiu: Phn oc c cua mt nhan hiu
Biu tng nhan: B phn cua nhan hiu co th nhn bit c nhng khng oc

c nh cac hinh ve cach iu, mau sc hoc tn nhan hiu c thit k theo kiu c thu. 1.1.4.3 a) Quyt nh lin quan n c tnh sn phm Quyt nh cht lng sn phm:

Cht lng san phm la tng th nhng chi tiu va c trng cua san phm, th hin c s thoa man nhu cu trong iu kin tiu dung xac inh, phu hp vi cng dung cua san phm. Khi trin khai mt hiu hang, doanh nghip se phai la chon mt mc cht lng va nhng thuc tinh khac ap ng yu cu cua inh vi thng hiu ma ho a la chon khi hng n thi trng muc tiu. b) c tnh sn phm: Nhng c im th hin chc nng san phm va tao s khac bit khi s dung san phm cua doanh nghip. Cac doanh nghip thng nghin cu thi trng, hanh vi khach hang a vao san phm nhng c tinh mi. c) Thit k sn phm: Cht lng va c tinh san phm th hin kha nng thit k cua san phm, thit k san phm bao am tinh cht, kiu dang, cng dung va tin cy cua san phm. 1.1.4.4
a)

Thit k bao b sn phm

Khi nim

Thit k bao bi la nhng hoat ng lin quan n vic thit k va san xut nhng bao goi hay ng san phm. Bao bi thng co 3 lp: Bao bi tip xuc: Lp bao bi trc tip ng hoc goi san phm. GVHD: TS. Nguyn Xun Trng SVTH:Nguyn Th Thin n - Trang 5

Chin lc san phm cng ty c phn nc khoang Vinh Hao Bao bi ngoai: Nhm bao v lp bao bi tip xuc, bao am an toan cho san phnm va gia tng tinh thm my cho bao bi. Bao bi vn chuyn: c thit k bao quan, vn chuyn san phm thun tin.
b)

Bao b c 4 chc nng c bn

Cung cp cho khach hang nhng thng tin cn thit v san phm nh thng tin v nha san xut, hng dn s dung, thanh phn san phm, thi han s dung. Giup bao v san phm tranh bi h hong, bin cht trong qua trinh vn chuyn, tiu thu san phm.
Th hin hinh anh v nhan hiu, cng ty, th hin y trng inh vi cua san phm

Tac ng vao hanh vi khach hang qua hinh thc, mau sc, thng tin trn bao bi. c) Quyt nh trong thit k bao b (ng gi) sn phm: Chon nguyn liu san xut bao bi, thit k bao bi san phm, thit k nhan gn trn bao bi san phm.Vic thit k nhan gn trn bao bi phai tun thu theo nhng quy inh cua chinh phu va yu cu cua khach hang. 1.1.4.5 Dch v h tr sn phm Bao hanh, bao tri va sa cha san phm Chuyn ch, lp t san phm Cung ng chi tit, phu tung thay th T vn tiu dung S dung th san phm 1.1.4.6 Pht trin sn phm mi

Hinh thanh va la chon y tng Soan thao va thm inh d an Xy dng chin lc marketing cho san phm Thit k ky thut, hoan thin san phm Th nghip san phm Trin khai san xut, tung san phm ra thi trng 1.1.4.7 Chu k sng sn phm

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Chin lc san phm cng ty c phn nc khoang Vinh Hao

Giai oan gii thiu

Giai oan phat trin

Giai oan chin mui

Giai oan suy thoai

Bang 1.1 1.2 Yu t mi trng tc ng n chin lc sn phm: 1.2.1 Mi trng ngoi vi: 1.2.1.1 a) Mi trng marketing vi m: Gii trung gian:

Nha m gii marketing, ngi giup doanh nghip tim thi trng, tim khach hang, gii thiu cach thc i vao thi trng Cac nha ban xi, ai ly , ban le. Cac n vi vn chuyn, trung gian tai chinh b) Khch hng: Khach hang la ngi mua hang cua doanh nghip. Vi vy phai bit ho cn gi doanh nghip phuc vu ho. Co cac dang khach hang khac nhau va ng x hay hanh vi mua hang cua ho cung khac nhau Y mun va thi hiu thoa man nhu cu cua khach hang lun thay i theo thi gian va ca khng gian.Vi vy doanh nghip cn phai d bao c nhng nhn t dn n s thay i o, kip thi phuc vu cho khach hang. c) nhau i thu canh tranh thuc cac nganh khac nhau S canh tranh din ra trong cung nganh Mt loai san phm co s canh tranh gia cac nhan hiu. 1.2.1.2 Mi trng marketing v m a) Mi trng chnh tr-lut php: Bao am s canh tranh binh ng, lanh manh cua cac doanh nghip Co s iu tit cua nha nc bao am quyn li cua ngi tiu dung i thu canh tranh Doanh nghip nao cung kinh doanh trong mt mi trng co cac i thu canh tranh khac

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Chin lc san phm cng ty c phn nc khoang Vinh Hao Bao v li ich cua toan xa hi b) Mi trng vn ha, x hi: mt xa hi nht inh bao gi cung hinh thanh gia tri vn hoa ct loi Hinh thanh nhanh vn hoa: vn hoa ia phng , vn hoa sc tc, tn giao. Cung vi s phat trin kinh t, xa hi va quan h kinh t ngay cang m rng, nn vn hoa cung co s tha k, an xen va phat trin c) Mi trng dn s: Cu truc nhn s theo tui Cu truc dn s theo gii tinh Tinh trang gia inh Tinh hinh di chuyn dn c Cu truc dn s theo vung ia ly va dn tc d) Mi trng t nhin: Cac nha tip thi phai tinh n nhng e doa va c may lin quan n mi trng t nhin: Tinh trang khan him sp din ra, phi tn v nng lng ang gia tng, nhim gia tng va s can thip cua Chinh phu vao quan ly tai nguyn thin nhin 1.2.2 Mi trng ni vi
Yu t ngun nhn lc: cung cp d liu u vao, phn tich bi canh mi trng

la chon, thc hin va kim tra cac chin lc cua doanh nghip. Yu t nghin cu va phat trin: nghin cu san phm mi va i mi cng ngh
Yu t cng ngh san xut: gn lin vi vic tao ra san phm, nng cao cht

lng san phm va ha gia thanh san phm.

Yu t tai chinh k toan: Vn ngun vn va vic vn dung ngun vn vn thit

thc hin k hoach marketing Yu t cung ng vt t: Bao ham y u vt t nguyn liu san xut san phm vi gia hp ly va s cung ng u n Yu t vn hoa cua t chc:Mi t chc vi net vn hoa ring, tich cc se tao iu kin v kha nng thich ng vi mi trng dang va co hiu qua hn.

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Chin lc san phm cng ty c phn nc khoang Vinh Hao

CHNG 2: THC TRNG CHIN LC SN PHM CA CNG TY C PHN NC KHONG VNH HO

2.1 Tng quan v th trng nc khoang 2.1.1 c im thi trng nc khoang 2.1.1.1 Nhu cu v th hiu ca khch hng Nc la nhu cu thit yu cua con ngi. Ngun nc sach lai cang quy hn. Cac t chc quc t noi nhu cu nc sach ang gia tng, gia luc vic cung cp nc ung an toan va phng tin v sinh vn thiu thn trong phn ln th gii ang phat trin. Vi vy san phm nc ung ong chai ang co xu hng c ngi dn s dung nhiu hn bi s tin dung cua no. Ngi tiu dung co th mang theo bn minh mt san phm nc ung ong chai moi luc moi ni, am bao cho nhu cu sinh ly cua minh.Hin nay, a s khach hang s dung cha hiu ro v thi trng nc ung ong chai,bao gm nc tinh khit va nc khoang. iu o dn n sai lm v nhn thc cung nh nhu cu v cac san phm, gy kho khn cho cac doanh nghip trong thi trng nc ung ong chai noi chung va nc khoang noi ring. Nc khoang la nc co cha cac khoang cht. Cac loai khoang cht nay vi 1 lng thich hp co th em n li ich cho sc khoe. Nhng nu s dung qua nhiu thi se khng co li do c th hp thu qua nhiu khoang cht gy tinh tran tha khoang. Do vy vic cn nhc cac s liu v ham lng khoang co trong san phm c cac cng ty ht sc chu trong va quan ly nghim ngt, bao am sc khoe cho ngi tiu dung va duy tri san phm cua minh trn thi trng. San phm nc khoang c s dung rng rai moi la tui. Nhng ngi ln tui thng thich mt san phm cht lng cao, co li cho sc khoe, khng cu ki kiu cach nn thng tiu thu nhng san phm vi dung tich ln, nha. Trong khi o, gii tre thich va quan tm n yu t phong cach, nng ng, ca tinh, gn gui vi cuc sng thng ngay hn la yu t cht lng. Vi vy a co nhiu dong san phm nc khoang a ra i ap ng moi nhu cu moi la tui. 2.1.1.2 Cc cng ty cnh tranh trong ngnh SVTH:Nguyn Th Thin n - Trang 9

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Chin lc san phm cng ty c phn nc khoang Vinh Hao Cac i thu canh tranh trc tip: Lavie Vital Mt s nhan hang nc khoang khac nh: SANNA, Khanh Hoa, Kim Bi,... Cac i thu canh tranh gian tip: Nc tinh khit: Aquafina Sapuwa
Joy (vit ra v cac cng ty nay na ch em? Vi du nh th manh cua no la gi, co

tim lc ra sao?) 2.1.2 Cc yu t mi trng nh hng n th trng nc khong 2.1.2.1 Mi trng php lut Quy inh trong san xut nc khoang ong chai
-

Cac t chc, cac nhn chi c khai thac nc khoang thin nhin sau khi c B Tai Nguyn va Mi trng cp giy phep khai thac khoang san (nc khoang) theo quy inh cua phap lut v khoang san

Cac t chc, cac nhn chi c san xut nc khoang thin nhin ong chai sau khi c B Y t (Cuc An toan v sinh thc phm) cp Giy chng nhn c s u iu kin v sinh an toan thc phm.

Cac t chc, ca nhn san xut nc khoang thin nhin ong chai phai cng b tiu chun cht lng v sinh an toan thc phm vi B Y t( Cuc An toan v sinh thc phm) theo quy inh cua phap lut trc khi san phm c lu hanh trn thi trng.

Cac t chc, cac nhn san xut nc khoang thin nhin ong chai chi c phep x ly va ong chai nc khoang thin nhin tai ngun

Quy inh trong xut khu nc khoang ong chai

-

Cac t chc, ca nhn nhp khu nc khoang thin nhin ong chai phai thc hin y u ni dung va thu tuc kim tra nha nc v cht lng theo quy inh cua B Y t.

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Chin lc san phm cng ty c phn nc khoang Vinh Hao Cac t chc, ca nhn nhp khu nc khoang thin nhin ong chai phai cng b tiu chn cht lng v sinh an toan thc phm vi B Y t (Cuc An toan v sinh thc phm) theo quy iinh cua phap lut trc khi sanp hm c lu hanh trn thi trng. 2.1.2.2 Mi trng kinh t Khung hoang kinh t, lam phat cao lam cho mc tiu thu cac mt hang giam i. thi trng nc giai khat noi chung va nc khoang noi ring,sc mua vn tng ln theo hng nm tao iu kin cho cac cng ty co th phat trin thng hiu cung nh thu li nhun.Nhng khach hang cung quan tm nhiu hn n cac yu t cua san phm nh cht lng , gia thanh, cng dung,Cung vi vy ma s canh tranh cung cao hn oi hoi cac chin lc hp ly t cac cng ty trong nganh. Ngoai ra, nc ta a la mt nc co nn kinh t thi trng, a gia nhp WTO. Vi vy la cac san phm xut x nc ngoai ang du nhp vao Vit Nam ngay cang nhiu. Chung a s la nhng san phm co cht lng cao, la nhng i thu canh tranh tim n rt manh cua cac cng ty co mt trn thi trng. 2.1.2.3 Mi trng t nhin Thin nhin a ban tng cho con ngi nhiu iu quy gia, cac ngun tai nguyn gn nh v tn, trong o co ngun tai nguyn nc. Vit Nam, ngun nc khoang co mt khp ni t bc xung nam, mi ngun khoang u co thanh phn c trng vi cng dung ring, em lai s a dang v san phm nc khoang. phia Bc co khoang St(ng bng Bc B). T Quang Binh vao ti Binh Thun thi co khoang Silic va t Binh Thun n ng Nai, Ba Ria Vung Tau co khoang Carbonic. Nhng mi trng t nhin ngay cang nhim va bi khai thac nng n anh hng n cht lng cua san phm nc khoang. Vi th gi cho cht lng nc khoang lun c am bao, cac cng ty u co chin lc quy hoach va xy dng ha tng bao v ngun tai nguyn nc khoang khoi anh hng cua nhim mi trng Mt khac, khi hu ngay cang nong bc khin cho vic thoat nc xay ra nhanh chong, con ngi cn tiu thu nhiu nc hn binh thng nn cac mt hang nc khoang tr nn c quan tm hn.

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Chin lc san phm cng ty c phn nc khoang Vinh Hao 2.2 Mt vi nt v cng ty CP nc khong Vnh Ho 2.2.1 Tng quan Tn n vi: Cng ty CP nc khoang Vinh Hao Thng hiu: Vinh Hao Logo:

Tru s chinh: S 346 ng Hai Thng Lan ng, Khu ph 2, Phng Phu Tai, Thanh ph Phan Thit, Tinh Binh Thun in thoai: 062 3739106 062 3739107; Fax: 062 3739108 Website: www.vinhhao.com ; Email: vinhhao@hcm.com.vnn.vn Vn iu l: 81.000.000.000 VN (tam mi mt ty ng) Giy CNKKD: S 3400178402. ng ky ln u ngay 9 thang 3 nm 1995, ng ky thay i ln 7 ngay 21 thang 5 nm 2008 Cac n vi trc thuc n ngay 31 thang 12 nm 2010 gm: Nha may san xut nc khoang tai xa Vinh Hao, Huyn Tuy Phong, Tinh Binh Thun Xng san xut nc ung ong chai tai s 678/72/32 ng Nguyn Anh Thu Phng Hip Thanh, Qun 12, TPHCM
Chi nhanh Thanh ph H Chi Minh t tai s L12 ng ng en, Phng 14,

Qun Tn Binh, TP.H Chi Minh Vn phong ai din TPHCM t tai Lu 5F, Cao c Master, 41-43 Trn Cao Vn, Phng 6, Qun 3, TP.HCM Cac tram phn phi tai: Phan Thit, Phan Rang, a Lat. Nganh ngh kinh doanh chinh: san xut nc khoang, nc tinh khit ong chai, Vai net v nc khoang Vinh Hao: Nm 1928, cc nh khoa hc Php pht hin cht lng tuyt ho ca ngun sui khong Vnh Ho ti khu vc huyn Tuy Phong - tnh Bnh Thun. T , sn phm nc khong Vichy Vnh Ho ra i v chim lnh th phn ln nht ti th trng GVHD: TS. Nguyn Xun Trng SVTH:Nguyn Th Thin n - Trang 12

Chin lc san phm cng ty c phn nc khoang Vinh Hao Vit Nam lc by gi. Khng dng , nc khong Vnh Ho cn xut khu i th trng cc nc kh tnh nh M, c, Canada, i Loan,... v sm khng nh ng cp Quc t ca mnh. Tuy nhin, khng phi ai cng bit Vnh Ho l loi nc khong duy nht Vit Nam c cc chuyn gia ngi Php nghin cu v nh gi ngun khong ny snh ngang vi loi nc khong Vichy ni ting trn ton th gii. im khc bit to nn nt ring ca nc khong Vnh Ho chnh l c cha hm lng cao Bicarbonate (HCO3-) - cht khng axt (antacid), gip lm gim chua ca bao t, gim thiu chng xt d dy v y hi. Nh c tnh c bit ny m nc khong Vnh Ho c nh gi l sn phm c cht lng tt so vi nhng sn phm cng loi trn th trng. Chnh v l , nc khong Vnh Ho sm tr thnh ngi bn thn thit ca mi gia nh, khng ch bi gi tr gii kht n thun m cn v nhng li ch c bit ca sn phm em li cho sc khe. Vi nh hng pht trin mi, Ban lnh o cng ton th Cn b Cng nhn vin Cng ty C phn Nc khong Vnh Ho ang n lc khng ngng khng nh li v th tin phong ca thng hiu Vit vn c ngi tiu dng tin tng yu mn sut hn 80 nm qua. 2.2.2 S hnh thnh va phat trin ca cng ty T ngn xa, nc sui nng EAMU c xem nh Nc Thnh v ch c dng trong nhng cuc t l thn linh v tr bnh. n u th k XIV, tng truyn, Huyn Trn Cng cha c vua cha Trn Nhn Tn g cho vua Chim Thnh l Ch Mn, trong mt chuyn i ngao du sn thy vng i ni, tnh c dng chn bn dng sui nng ang phun tro, trong vt yn , v chnh nng t tn cho dng sui l VNH HO vi mong mun mi bang giao gia hai nc Vit - Chim i i vng bn v tt p. Cc i vua triu Nguyn sau ny cng cho xy nh ti khu vc ngun sui ngh ngi v dng bnh. Thang 8/1909: mt thng gia tn Bi Huy Tn, tnh c pht hin li ngun sui khong nng ca Vnh Ho.

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Chin lc san phm cng ty c phn nc khoang Vinh Hao Ngy 28/ 01/1928: do nh gi cht lng ngun sui khong ny tt snh ngang vi nc khong Vichy ni ting th gii ca Php, Cng ty Socet Civile D'Etudes Des Eaux Minrals De Vinh Hao bt u khai thc v thng mi ha. Thng 10/1930: nc khoang Vnh Ho chnh thc c tung ra th trng vi cng sut 3.000 lt/gi. y l ln u tin Vit Nam c sn phm nc khong mang tn Vichy - Vnh Ho, chim lnh th phn ln nht ti th trng Vit Nam lc by gi. Khng dng li , Vnh Ho li tip tc vn ra cc nc ng Dng v xut khu i th trng cc nc kh tnh nh M, c, Canada v i loan,... khng nh ng cp Quc t ca mnh. T nhng nm u th k 20: thng hiu nc sui Vnh Ho ni ting trn th gii. Nm 1995: X nghip Nc Sui Vnh Ho c lin doanh thnh lp Cng ty c phn Nc Khong Vnh Ho, do y Ban Nhn dn tnh Bnh Thun cp php s 000965GP/TLDN03 ngy 14/01/1995, vi 2 c ng chnh l UBND tnh Bnh Thun, Cng ty C phn Ti chnh Si Gn (nay l Ngn Hng Vit ). T , Vnh Ho nh du nhng bc chuyn mnh v pht trin mi. Nm 2008: Ki nim 80 nm ngay thanh lp cng ty Vinh Hao Tc tng trng trong nhng nm gn y:

STT Chi tiu San lng (1.000 lit) 1 Tc tng trng Doanh thu (triu ng) 2 Tc tng trng

2008 48.603 31% 106.094 28%

2009 73.129 50% 195.865 85%

2010 99.407 36% 342.605 75%

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SVTH:Nguyn Th Thin n - Trang 14

Chin lc san phm cng ty c phn nc khoang Vinh Hao Doanh thu hu ht tt ca cac thi trng tiu thu u at c tc tng trng cao so vi cung ky, c bit thi trng trong im khu vc min Nam: TP.HCM va Min ng, Min Ty
195%

140000 120000 100000 800 00 600 00 400 00 200 00 0 KV1 - R1 KV2 - R1 KV3 - R1 M.ng Nm20 09 M.Ty
140% 142% 172% 276% 176% 145%

TTB + TP.HCM ST

Nm2010

2.2.3 Cc thnh tu t c Ngoi cng tc sn xut v kinh doanh, trong nhng nm qua, Cty CP Nc khong Vnh Ho l mt trong nhng n v tin phong trong cng tc chm lo cng ng cng nh ng gp mt phn ln vo ngun thu ca t nc. Tri qua chng ng hn 80 nm, vi nhng thnh tch t c s l tin cho Vnh Ho bc nhng bc tip theo trn chng ng pht trin chung ca nn kinh t t nc, hi nhp vi nn kinh t th gii lun khng nh mt gi tr Vnh Ho nim t ho ca nc khong Vit Nam Cc thnh tu m Vnh Ho t c trong hot ng sn xut kinh doanh v cng tc x hi: ISO 22000 : 2005 Vi cht lng tuyt ho v t tiu chun v sinh an ton thc phm. Nm 2000, Vnh Ho l thng hiu nc khong u tin ca Vit Nam c cp giy chng nhn ISO 9002:1994, nm 2006 t ISO 9001:2000 v u qu I nm 2008, Cng ty tip tc GVHD: TS. Nguyn Xun Trng SVTH:Nguyn Th Thin n - Trang 15

Chin lc san phm cng ty c phn nc khoang Vinh Hao ci tin h thng qun l an ton thc phm theo tiu chun ISO 22000:2005, y l h thng qun l cao nht trong ngnh thc phm. Cng vi vic nng cao cht lng sn phm, trong nhng nm qua Vnh Ho khng ngng nng cao gi tr thng hiu ca mnh. Minh chng cho iu l cc Gii thng, Cp, Bng khen ,.... m Vnh Ho c trao tng nh: CHNG NHN NG K CHT LNG HNG HA sn phm n vi ngi tiu dng c cht lng tt nht, Vnh Ho i u trong vic xy dng h thng qun l cht lng theo tiu chun quc t. Nc khong Vnh Ho c ng k cht lng sn phm vi c quan Qun l Dc phm v Lng thc Hoa K (FDA), v c cng nhn sn phm t tiu chun cht lng xut khu sang Hoa K. HNG VIT NAM CHT LNG CAO Hng Vit Nam cht lng cao tr thnh Nhn hiu chng nhn theo Lut S hu tr tu mi. Logo Hng Vit Nam cht lng cao l mt du hiu nhn bit cht lng sn phm c chng nhn bi c quan qun l Nh nc. Nm 2010, Vnh Ho li tip tc t ho nm trong 54 trong s 766 doanh nghip c thnh tch lin tc 14 nm lin t danh hiu Hng Vit Nam Cht Lng Cao (1997 2010) do ngi tiu dng bo Si Gn Tip Th bnh chn. SAO VNG T VIT Gii thng Sao Vng t Vit l gii thng uy tn dnh cho cc thng hiu hng u Vit Nam do Th tng Chnh ph giao cho Trung ng Hi lin hip Thanh nin Vit Nam phi hp vi Trung ng Hi cc nh doanh nghip tr Vit Nam t chc. y l gii thng uy tn nht trong cng ng doanh nghip Vit Nam nhm tn vinh cc thng hiu hng u ca Vit Nam c nhng ng gp nht nh vo s pht trin kinh t - x hi ca t nc. L nm th 4 lin tip vinh d t gii thng Sao Vng t Vit (2004 2010), thnh tch ny mt ln na tip tc khng nh uy tn v hnh nh ca thng hiu Vnh Ho trong con mt ca cc nh u t cng nh cc i tc trong nc v quc t. THNG HIU NI TING VIT NAM

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Chin lc san phm cng ty c phn nc khoang Vinh Hao Thng hiu ni ting Vit Nam l gii thng do Phng Cng nghip v Thng mi Vit Nam (VCCI) phi hp cng Cty nghin cu th trng th gii Nielsen t chc. y l chng trnh duy nht ch s dng " nhn bit v cht lng nhn bit ca ngi tiu dng" xc nh ch s ni ting ca cc thng hiu t a ra bng xp hng thng hiu ti Vit Nam. kin nh gi l s cng nhn tht 100% t pha ngi tiu dng dnh cho cc doanh nghip. Cng tc nghin cu t chc kho st da trn tiu chun quc t v nghin cu th trng. Nm 2008, Vnh Ho li tip tc t ho c ngi tiu dng bnh chn hai nm lin tc l Thng hiu ni ting ti Vit Nam. GII VNG THNG HIU AN TON V SINH THC PHM Nm 2009, Vnh Ho vinh d tr thnh mt trong 78 doanh nghip t Gii vng thng hiu v sinh an ton thc phm do Cc An ton v sinh thc phm - B Y T kt hp vi Trung tm t vn pht trin thng hiu v cht lng TPHCM trao tng. Chng trnh xt trao tng Gii vng thng hiu cht lng v sinh an ton thc phm ny l tin chun b cho vic trin khai thng hnh ng V cht lng v sinh an ton thc phm nm 2009 ca B Y T va c din ra vo ngy 11/04/2009 va qua. NC KHONG U TIN TI VIT NAM Nc khong Vnh Ho c vinh d xc lp l Nhn hiu nc khong u tin ti Vit Nam do Trung tm sch k lc Vit Nam (VietBook) cp chng nhn GII THNG CHT LNG VIT NAM t gii thng cht lng Vit Nam do B Khoa hc cng ngh cp vo ngy 17 / 11/2008. Theo cc quy nh hin hnh, Gii thng cht lng Vit Nam c xt tng cho nhng doanh nghip c thnh tch ni bt trong vic xy dng v p dng cc h thng qun l cht lng theo 7 tiu ch ca GTCLVN. THNG HIU MNH VIT NAM Vo ngy 04/04/2010 va qua, Vnh Ho cng 119 doanh nghip thnh cng nm 2009 vinh d nhn gii thng Thng hiu Mnh Vit Nam 2009 c t chc ti Nh ht ln Thnh ph H Ni.

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Chin lc san phm cng ty c phn nc khoang Vinh Hao Thng hiu Mnh Vit Nam l chng trnh thng nin do Thi bo Kinh t Vit Nam t chc, vi s phi hp ca Cc xc tin thng mi (B Cng Thng), c bit trao tng cho cc doanh nghip Vit Nam c thnh tch xut sc trong hot ng sn xut kinh doanh v pht trin thng hiu bn vng, nng cao sc cnh tranh trong cng cuc hi nhp kinh t quc t, gp phn xy dng hnh nh Thmg hiu Quc gia. GII THNG MN NGON VIT NAM Ngy 19 thng 4 nm 2010, ti khch sn Sofitel, Tp. H Ch Minh, sn phm nc khong c ga Vnh Ho vinh d l 1 trong 60 sn phm c bnh chn trong s 285 sn phm ca 128 doanh nghip tham d gii thng Mn ngon Vit Nam 2010. y l gii thng c trao cho 60 sn phm thc phm ca doanh nghip, nh hng c ngi tiu dng bu chn nhiu nht v c hi ng thm nh xc nhn t tiu ch ca gii thng t cht lng dinh dng, an ton v sinh thc phm v ngon. THNG HIU VNG GOLDEN BRAND AWARDS Vo lc 10 gi 00 ngy 24 thng 11 nm 2007, ti nh Vn Ha Hc Sinh Sinh Vin ti H Ni, Vnh Ho vinh d nhn gii thng Thng Hiu Vng - Golden Brand Awards do Hip hi chng hng gi & Bo v thng hiu Vit Nam trao tng. Gii thng ny do B Thng Mi bo tr, Cc xc tin thng mi (Viettrade), Cc qun l cnh tranh khoa hc k thut Vit Nam (Vusta), Hip hi chng hng gi & Bo v thng hiu Vit Nam (Vatap) phi hp t chc. y l gii thng uy tn nhm tn vinh nhng doanh nghip v bo v thng hiu Vit Nam trong thi k hi nhp, tn vinh cc thng hiu c thnh tch tt trong kinh doanh, cht lng dch v, sn phm, h tr cng ng v ng gp tch cc cho cc hot ng x hi NHN HIU CNH TRANH NI TING LN II m 14-4-2007, ti Th H Ni din ra L trao Gii Thng Nhn hiu cnh tranh - ni ting ln II do Hi S Hu Tr Tu Vit Nam t chc (truyn hnh trc tip trn VTV3). Thng hiu nc khong Vnh Ho vinh d t c gii thng cao qu ny. Nhn hiu cnh tranh ni ting ln II c xt chn da theo cc tiu ch khc khe

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Chin lc san phm cng ty c phn nc khoang Vinh Hao ca Lut S Hu Tr Tu VN. Nm 2007, BTC trao Gii cho 49 Nhn Hiu Ni Ting & 47 Nhn Hiu Cnh Tranh trong tng s hng ngn nhn hiu tham gia trn ton quc. Mt ln na thng hiu Vnh Ho li khng nh v tr & Thng Hiu ca mnh trn th trng. CP VNG TOPTEN SN PHM THNG HIU VIT UY TN CHT LNG Cp vng TopTen sn phm Thng hiu Vit Uy tn - Cht lng do Ban T chc chng trnh bnh chn sn phm Thng hiu Uy tn - Cht lng trao tng vo ngy 02/01/2007 2.3 Phn tch chin lc S T P ca cng ty trong giai on 2008 2010 2.3.1 Phn khc th trng tao iu kin cho doanh nghip minh co cai nhin chi tit hn v thi trng, chon thi trng muc tiu mt cach chinh xac va hiu qua, Vinh Hao a phn khuc thi trng da trn cac phn khuc nh: ia ly, c im tm ly, hanh vi ngi tiu dung. Tiu chi phn khuc theo khu vc ia ly, Vinh Hao chia thanh 3 phn khuc:

Min Bc: Ha Ni, Hai Phong,.. Min Trung: a Nng, Hu,.. Min Nam: TPHCM, Binh Thun, ng Nai, Vung Tau,...

Tiu chi phn khuc c im tm ly: Da vao s khac bit v ca tinh( ph trng, thich th hin minh, manh me, si ng), Vinh Hao a la dong san phm nc khoang ngot vi mc gia hp ly thu hut khach hang. Tiu chi phn khuc theo hanh vi tiu dung: Cng ty tp trung vao phn khuc chu yu vao li ich s dung san phm.Cng ty anh manh vao cac phn khuc nh trng hoc, bnh vin, c quan vi loai nc khoang khng gas, mang n ngun nc ung am bao v sc khoe cho ngi tiu dung. Ngoai ra , Vinh Hao con gii thiu cac san phm nc khoang co gas va nc khoang ngot, cung cp cac khoang cht cn thit cho c th sau khi lam vic, hoc tp, ng thi ngn nga mt s bnh v loang xng va tim mach.

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Chin lc san phm cng ty c phn nc khoang Vinh Hao 2.3.2 Chn th trng mc tiu T cac phn khuc thi trng ma cng ty a nghin cu, Vinh Hao xac inh thi trng muc tiu cua minh tp trung vao phn khuc s, trung cp va c im tm ly. Vinh Hao xac inh khach hang muc tiu cu th nh sau: i thu canh tranh S hoc, Khach hang muc tiu cp: Trng bnh vin,

Nhn hiu Co Nc khoang khng gas

c tinh ham lng

khoang trung binh, cht lng tt, co li cho sc khoe Co ham lng

cng s, gia inh, Trung cp: Gia inh Lavie Vital Khach hang trung lu

Nc khoang co gas

khoang cao, cht lng cao, tt cho sc khoe Co ham lng

khoang trung binh, Nc khoang ngot cht lng cao, c trng ring trong tng loai san phm

tre( hoc sinh, sinh vin, doanh nhn tre,) co ca tinh, thich s mi me, c ao.

2.3.3 nh v sn phm im khac bit cua Vinh Hao so vi cac i thu canh tranh trn thi trng nc khoang la: Cht lng cao, co li cho sc khoe va gia tng i bng hoc thp hn i thu canh tranh trc tip la Lavie va Vital a s cac mt hang. S khac bit o la nh Vinh Hao co mt ngun nc khoang quy gia, p dng h thng qun l cht lng ISO 9001:2000 v ci tin h thng qun l an ton thc phm theo tiu chun ISO 22000:2005 vo u nm 2008.Bn cnh , Vnh Ho lun u t h thng my mc thit b hin i,nghin cu va quan ly nghim ngt quy trinh san xut, nng cao kh nng cnh tranh v a sn phm an ton v mt cht lng cng

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SVTH:Nguyn Th Thin n - Trang 20 Gia cao

Chin lc san phm cng ty c phn nc khoang Vinh Hao nh dch v n vi ngi tiu dng nhm tng uy tn ca thng hiu Vnh Ho trn th trng.

Lavie

Vital Vinh Hao

Li ich cho sc khoe thp

Li ich cho sc khoe cao

Gia thp

2.4 Phn tch chin lc ca cng ty CP nc khong Vnh Ho 2.4.1 Kch thc tp hp sn phm T khi ra i nm 1928, Vinh Hao t mt san phm nc khoang ni ting a phat trin thm nhiu san phm mi nh nc tinh khit Vinawa, nc tng lc Olympia,... va cac ch phm nh tao spirulina platensis, bun khoang. Nhng mt hang chu lc cua cng ty vn la nc khoang, a gy dng nn thng hiu Vinh Hao.Vi th nay tp trung vao cac san phm nc khoang, bao gm:
Dong san phm nc khoang co gas Vinh Hao:

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Chin lc san phm cng ty c phn nc khoang Vinh Hao

Dong san phm nc khoang khng gas Vinh Hao

Dong san phm khoang ngot:

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Chin lc san phm cng ty c phn nc khoang Vinh Hao

Qua cac s o cua chiu dai, chiu rng va chiu su cua tp hp san phm se c bang sau: Dong san phm Nhan hiu Cht liu chai

Dung lng

c tinh san phm Do co ham lng khoang cao, vi

Nc khoang co gas t nhin

Nc khoang co gas Vinh Hao

Chai nha PET

500ml

nhiu Bicarbonate Natri rt tt cho h tiu hoa, giam thiu chng xot da day va y hi. ng thi, cung cp cac khoang vi lng cn thit cho c th nh Natri, Kali, Magie va Canxi, bu p lng khoang bi mt trong qua trinh lam vic, vn ng.

Chai thuy tinh

450ml

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Chin lc san phm cng ty c phn nc khoang Vinh Hao Mi ngy c th con ngi cn t 1.5 350ml n 2 lt nc cn bng v b p lng nc mt i trong qu trnh hot ng. Hn th na, c th cn 500ml Nc khoang khng gas Nc khoang khng gas Vinh Hao 5L Chai nha PET 1,5L cn c b sung cc khong cht m c th khng t tng hp c. Nc khong vi hm lng nh nh nc khong khng gas Vnh Ho l mt trong nhng gii php va gii kht va trnh s thiu ht khong cht trong c th, gip duy tr s khe khon, ti tnh, gp phn lm p 20L Nc khoang ngot Khoang chanh Lemona Chai nha PET Khoang Cola K+ Chai nha PET 1,5L 500ml Chai nha PET 500ml Chai thuy tinh 450ml cho ln da v chm sc sc khe mi ngy. Ngoi cng dng gii kht, Lemona cn gip h tr d tiu ha nh c cha gas t nhin. ng thi, cc cht khong Natri, Kali, Magie, Canxi, Silicate,... vn rt giu trong ngun nc khong Vnh Ho cn c cng dng rt tt cho h thn kinh, gip phng nga long xng v cc bnh v tim mch. Cola K+ va co cha khoang cht tt cho sc khoe, va co hng vi c bit, thu hut mt b phn khach hang mun mt san phm mi me

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Chin lc san phm cng ty c phn nc khoang Vinh Hao Vi vi ngot cua cam, Camina mang lai Khoang Cam Camina Chai nha PET 500ml Chai thuy tinh 450ml hng vi c trng cua khoang cam ngot, tng cng sc khoe, b sung lng khoang cn thit cho c th, tt cho h tiu hoa va thn kinh 2.4.2 Nhn hiu sn phm S thanh cng cua mt san phm cung mt phn nao quyt inh bi tn cua mt san phm. Mt cai tn d nh hay c bit se in vao u ngi tiu dung va se la cai tn khach hang nh u tin khi noi v 1 loai san phm. Vi th, vic t tn cho san phm cung la mt cng vic tng i quan trong. Cac nhan hiu nc khoang co gas va khng gas cua Vinh Hao c t theo tn cng ty, con co cac loai nc khoang ngot nh Lemona, Camina, Cola K+, nhng cai tn tng i d nh, co vn iu, va co hng quc t, va gi c ban sc ting Vit. nc khoang co gas va khng gas, tn cng ty c t cho cac san phm dong san phm nay. Vinh Hao co nghia la mai mai bn vng va tt ep. Cng ty mun mang n cho khach hang nhng san phm co cht lng tt va ngay cang phat trin, bao am sc khoe cho moi ngi. Bn canh o, Vinh Hao cung mun quan h gia cng ty vi khach hang lun bn vng, phat trin mt thng hiu Vit vn ra tm c th gii. dong san phm nc khoang ngot, mi nhan hiu u co y nghia:
-

Lemona: vit tt cua t Lemonade, co nghia la nc chanh, nu ln c c tinh cua san phm. Nhan hiu san phm c quc t hoa gy s chu y cua mt b phn gii tre nng ng, giup san phm nay ngay cang nc u chung.

Camina: tn goi a noi ln phn nao c tinh san phm, co hng vi cam c trng. Cola K+: T trc n h a co rt nhiu thng hiu cola thanh cng nh Pepsi, CocaCola,, nhng Vinh Hao a manh dan tao ra mt san phm Cola mi co cha khoang cht, mang n mt s la chon mi v san phm Cola.

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Chin lc san phm cng ty c phn nc khoang Vinh Hao 2.4.3 Quyt nh lin quan n c tnh sn phm Cng ty co 3 dong san phm nc khoang chinh la nc khoang co gas, nc khoang khng gas va nc khoang nhat. 2.4.3.1 a. Dong san phm nc khoang co gas Quyt inh cht lng san phm

c khai thac va ong chai ngay tai ngun, mi trng trong lanh vi cach xa khu dn c, c bm ln t su hn 30m vi dy chuyn san xut khep kin cng ngh cao nhp t Chu u (B) m khng qua bt k cng on x l bng ha cht no, do nc khong c gas Vnh Ho vn lun gi c nguyn vn hm lng khong v duy tr tnh thin nhin. San phm c thanh trung bng tia cc tim UV mang lai s tinh khit cao nht. b. c tinh cua san phm Ham lng Bicarbonate ( HCO3-) cao nht trong cac dong san phm, co ham lng Natri, Kali, Magie va Canxi ti l phu hp.Co gas mang lai s khac bit so vi cac san phm nc khoang khac trn thi trng. c thin nhin u i, nc khong c gas Vnh Ho cha hm lng khong cht cn thit nh Sodium, Magnesium, Calcium, Silic, Potassium, Bicarbonate, gip tng cng chc nng ca t bo da, ngn nga np nhn do kch thch hot ng ca vitamin E, ci thin chc nng vn ng ca h thn kinh, tiu ha, gip cc c quan hot ng hiu qu hn. Mt trong s nhng cng dng ca nc khong c gas l c cc bc s khuyn dng km h tr iu tr bnh gt. Ngoi ra, sn phm cn c tc dng h tr gii c gan, b sung cc khong cht quan trng cn cho c th khi lm vic, tp th thao hay lc mt mi, mang li sc khe kin ton v trn y sc sng mi ngay Tn goi Bicarbonate TDS Sodium Silicate Potassium Calcium Magnesium Fluoride Total Iron GVHD: TS. Nguyn Xun Trng Tn vit tt HCO3 NA+ SiO3 K+ Ca++ Mg++ F Fe2+, 3+ Ham lng 2500 1900 912 84 43 11 1,5 0,0

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Chin lc san phm cng ty c phn nc khoang Vinh Hao Nitrate Iodine pH c. Nhan hiu, bao bi NO3 I0,0 0,0 7,2

Kiu dang chai cua Vinh Hao khng gas khac bit so vi cac i thu canh tranh khac, tng nhn bit thng hiu. san phm chai PET 500ml, vi np chai mau xanh la cy, bao bi nn mau xanh la cy t gia chai chai co tn goi va logo c sc vi mau trng va xanh dng, co mt ngi sao nho phi trn bao bi va 1 ngi sao ln phia di, Vinh Hao khng inh s khac bit so vi cac san phm cung nganh, em ngi tiu dung n gn thin nhin vi mau trng cua tri, mau xanh la cua cy va mau xanh dng cua nc.Con san phm chai thuy tinh 450ml, Vinh Hao anh manh vao phn khuc khach hang trung lu, bi s sang trong cua san phm thuy tinh cung vi s am bao v cht lng bao quan trong chai thuy tinh. Kt hp gia mau trng va xanh dng, Vinh Hao cung em n s ti mat cua ngun nc khoang n cho khach hang 2.4.3.2 a. Dong san phm nc khoang khng gas Quyt inh cht lng san phm

Cung c san xut t ngun khoang Vinh Hao Binh Thun, cht lng cua nc khoang khng gas Vinh Hao cung khng thua kem cac dong san phm nc khoang khac. Nc khong Vnh Ho khng gas c nh gi l sn phm c cht lng tt so vi nhng sn phm cng loi trn th trng. Chnh v l , nc khong Vnh Ho sm tr thnh ngi bn thn thit ca mi gia nh, khng ch bi gi tr gii kht n thun m cn v nhng li ch c bit ca sn phm em li cho sc khe. b. c tinh san phm Co ham lng Bicarbonate thp hn san phm Vinh Hao co gas, Vinh Hao khng gas cung mang n s ti mat, va giai khat va b sung lng khoang cn thit cho c th. Nc khong khng ga Vnh Ho l sn phm thng dng, thch hp s dng hng ngy, v c hm lng khong nh, d ung v c hu v thanh ngt . Bicarbonate gip lm gim chua bao t, nh gim thiu chng xt d dy v y hi; Silicate ha tan trong nc c tc dng tt trong tiu ha, thn kinh; Calcium ngn nga long

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Chin lc san phm cng ty c phn nc khoang Vinh Hao xng; Magnesium gip cng c kh nng min dch, gip tim hot ng tt v iu ha p huyt ng mch. v.v... Tn goi Bicarbonate TDS Sodium Silicate Potassium Calcium Magnesium Fluoride Total Iron Nitrate Iodine pH c. Nhan hiu, bao bi Tn vit tt HCO3 NA+ SiO3 K+ Ca++ Mg++ F Fe2+, 3+ NO3 IHam lng 439 375 155 20 6 0,6 6,4 0,2 0,0 0,0 0,0 7,2

Vi logo va bao bi mi c thay i t nm 2009, Vinh Hao em n mt lan gio mi cho san phm nc khoang cua minh. san phm nc khoang khng gas, vi 5 loai san phm bng nha PET vi dung tich khac nhau, Vinh Hao em n cho khac hang s ti mat cua dong sui vi mau xanh dng va trng. 2.4.3.3 a. Dong san phm nc khoang ngot Quyt inh cht lng san phm

c san xut trn nn nc khoang thin nhin Vinh Hao, cac san phm nc khoang ngot cung am bao c cht lng cung nh lng khoang b sung cho c th. Cht lng con c th hin qua khu thanh trung bng tia cc tim UV nh cac san phm nc khoang khac cua Vinh Hao, am bao sc khoe ngi tiu dung. b. c tinh san phm Trn nn nc khong thin nhin Vnh Ho ( c gim nh lng khong), sn phm nc khoang ngt ca Vnh Ho l loi nc gii kht c v ngon rt c trng v khc bit v cha cc khong cht t thin nhin. Thng thc mt chai nc khoang ngt ca Vnh Ho va em li cho bn cm gic kht v mt hng v khng ln vo u c so vi cc sn phm cng loi trn th trng, va p ng nhu cu b sung khong cht ca c th. y chnh l l do cac sn phm khoang ngot ngy cng c ngi tiu dng yu mn v a chung. Ngoi cng dng gii kht, nc khoang

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Chin lc san phm cng ty c phn nc khoang Vinh Hao ngt cn gip h tr d tiu ha nh c cha gas t nhin. ng thi, cc cht khong Natri, Kali, Magie, Canxi, Silicate,... vn rt giu trong ngun nc khong Vnh Ho cn c cng dng rt tt cho h thn kinh, gip phng nga long xng v cc bnh v tim mch. Thanh phn:
Nc khoang thin nhin Vinh Hao bao hoa CO2 Hng vi c trng t nhin ( Chanh, Cam,Cola)

ng Sucrose Acid Citric ( 330) Acid Malic (296) Cht bao quan Natri Benzoat ( 211) c. Nhan hiu, bao bi dong san phm khoang ngot, mau sc, bao bi, nhan hiu u nu ln c c tinh cua san phm. san phm khoang chanh Lemona, ngay tn goi ta a nhn thy c c tinh cua san phm. Bn canh o, vi mau xanh la cua hng chanh, kiu dang chai c ao, Lemona thu hut c s chu y cua khach hang co ca tinh, a cai mi. Lemona la san phm Vinh Hao c u chung nht va ang trn a phat trin. san phm khoang Cam Camina, san phm cung th hin c tinh cua no qua mau c trng cua Trai Cam bao bi va np chai. Cui cung la san phm Cola K+ vi mau o m c trng. Khoang ngot ang la i thu ang gm cua cac hang nc giai khat ni ting khat va dn chim c cam tinh trong long khach hang 2.4.4 Thit k bao b sn phm Thng 4/2010 Cng ty cho ra mt h thng nhn din thng hiu mi, bao gm c logo v bao b nhm xy dng li hnh nh tr trung v mnh m hn cho sn phm ca mnh trn th trng nc ng chai ti Vit Nam.

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Chin lc san phm cng ty c phn nc khoang Vinh Hao V logo, Vnh Ho mnh dn t ph v sang to mu m mi, k tha v pht huy trn c s ca thit k trc y. Hnh dng logo c m phng theo hnh dng ca nguyn tc T l vng trong vt l ca ngi Hy Lp c, tng trng cho s hi ha v hon m. Vi biu tng git nc c thit k ph cch, v nhng ng nt lin tng n nhng ng cong ca ni, logo mi nh nhc cho ngi tiu dng v mt sn phm nc ung trong lnh c ng chain gay ti ngun nc khong ni ting ti Vit Nam. Kiu ch Vnh Ho c cch iu t hnh dng ca nhng git nc tinh khit, ni bt trn nn xanh dng m mu sc tng trng cho ngun nc thanh khit ca t tri. Hnh nh ngi sao mu hng ni bt trn nn xanh nh mt im nhn gip tng th hi ha hn, ngoi ra, ngi sao sao cng l biu tng cho s cam kt v cht lng iu m Vnh Ho lun u tin ci tin mang ngun nc vi cc khong cht hu ch ha tan thin nhin nh mt mn qu ca to ha phc v cho con ngi. 2.4.5 Chin lc pht trin sn phm mi Tip tuc phat huy th manh cht lng cung vi li ich ma san phm mang n cho ngi tiu dung, Vinh Hao lun nng cp co nhng cng ngh san xut nc khoang tin tin nht tao ra cac san phm mi, phu hp vi s thich va mang lai sc khoe cho khach hang. Vnh Ho nhp dy chuyn t ng t M sn xut nc sui theo cng ngh hin i c cng sut 30 triu lt/nm, nng sn lng v cht lng sn phm. Nm 2000, Vinh Hao xy dng v trin khai H thng qun l cht lng theo tiu chun ISO 9002 v tip tc ci tin qua cc phin bn ISO 9001:2000. u nm 2008, Nc khong Vnh Ho c cp chng nhn theo phin bn mi ISO 22000:2005, phin bn tch hp c GMP v HACCP nhm mang n nhng sn phm c cht lng tt nht v n nh. Mi y, thng 10/2009, Cng ty lp t thm dy chuyn sn xut mi hon ton vi cng ngh nhp khu t Ba Lan kinh ph hn 20 t ng ap ng nhu cu tiu thu ngay cang tng. Vinh Hao ang tp trung nghin cu, tao ra san phm mi dong san phm nc khoang cao cp canh tranh vi cac san phm cua i thu va xut khu sang cac nc khac.

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Chin lc san phm cng ty c phn nc khoang Vinh Hao Mi y Vinh Hao a cho ra mt dong san phm mi o la Cola K+, thuc dong san phm khoang ngot, dong san phm ang giup Vinh Hao vn ln trong thi gian gn y vi hn 50% doanh thu cho Vinh Hao. 2.5 Nhng yu t mi trng tc ng n chin lc sn phm 2.5.1 Mi trng ni vi 2.5.1.1 Ni b doanh nghip Con ngi la mt yu t quan trong quyt inh s thanh cng cua mt cng ty. ngi tiu dung bit n thng hiu va mua san phm cua thng hiu o thi nhng ngi ai din cho thng hiu, nhng con ngi lam vic trong cng ty, phai hiu ro v tm nhin, s mang, gia tri thng hiu va san phm cua minh hn ai ht. Chi co th thi mi em lai li ich cao nht cho khach hang va chinh cng ty y. Nm c tm quan trong y, Vinh Hao trong nhng nm gn y a trin khai cac chng trinh ra soat, anh gia cung nh tng ngn sach ao tao ngun nhn lc cho cng ty thich ng c vi qui m tc phat trin cung nh ap lc canh tranh ngay cang gay gt trn thi trng nc khoang. 2.5.1.2 S phat trin cua khoa hoc ky thut va yu t ng dung khoa hoc ky thut trong san phm Vinh Hao lun i u trong vic nng cp dy chuyn san xut, nhp khu t cac nc phng Ty san xut san phm vi cng ngh hin ai nht, nng cao nng sut va cht lng san phm.Vinh Hao a bo ra mt s tin khng nho u t lp t thm dy chuyn san xut ap ng nhu cu tiu thu ngay cang tng. Bn canh o, quy trinh san xut cua cng ty c kim soat nghim ngt, ung tiu chun v sinh an toan thc phm, nn hu ht san phm cua Vinh Hao a c Vin Pasteur, , cac c quan kim nghim uy tn nh gi cao v cht lng lun n inh. Vinh Hao con tng cng cng tac nghin cu, phat trin san phm mi nhm ap ng nhu cu thi trng va inh hng phat trin cua cng ty 2.5.2 Mi trng ngoi vi 2.5.2.1 Mi trng t nhin Khi thi tit nong bc, vic mua cac san phm giai khat cua ngi tiu dung ngay cang tng cao thoa man nhu cu sinh ly cua c th moi luc moi ni. Vi th ma cac san

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Chin lc san phm cng ty c phn nc khoang Vinh Hao phm nc khoang cua Vinh Hao ang co li th vi va giai khat, va b sung khoang cht, nng lng cho c th.Ngoai ra con co cac san phm khoang ngot vi cac hng vi cua trai cy, co th ap ng s thich cua tng khach hang ma khng gy hai n sc khoe nh cac san phm nc giai khat co nhiu ng hoa hoc va mt s thanh phn gy hai cho sc khoe ngi tiu dung. 2.5.2.2 Ngun cung ng Trai qua 80 nm t khi cng ty thanh lp, nc khoang t thin nhin cua Vinh Hao vn n inh v lng khoang trong nc, mang lai cht lng tt cho cac san phm cua Vinh Hao. Vi mt ngun cung ng gn nh v tn ma thin nhin a ban tng,va mt s ngun khoang cha i vao khai thac, Vinh Hao lun yn tm v cht lng san phm cua minh. Bn canh o, Vinh Hao cung rt cht che trong vic bao v mi trng xung quanh ngun nc khoang. 2.5.2.3 i thu canh tranh Cac i thu canh tranh cua Vinh Hao co gia tri thng hiu rt cao trn thi trng, dn u la Lavie. San phm cua Lavie co cht lng cao, tuy li ich em lai cho sc khoe khng bng Vinh Hao va gia nhinh hn so vi Vinh Hao nhng do nhng chin lc cung nh vic chon phn khuc, thi trng muc tiu ung n a em lai mt vi th rt cao trn thi trng. Bn canh o, Lavie la nhan hang cua Nestle nn ngun lc v tai chinh rt manh nn cac chin lc san phm cung nh chiu thi cung rt manh va thu hut c ng ao khach hang trn ca nc. Do o, Vinh Hao co th gianh thi phn thi chi co th phat huy im manh cua minh o la li ich em lai cho sc khoe, anh vao nhng phn khuc gia inh, nha trng, cng s, nhng ni t tiu chun sc khoe ln hang u. Bn canh o, vic ra i san phm nc khoang ngot cung tao ra c s khac bit trn thi trng va c ngi tiu dung on nhn. 2.5.2.4 Gii trung gian Hin nay, Vinh Hao co hn 30000 ai ly phn phi san phm cua minh trn khp ca nc. Va hiu qua nht la phia Nam, nht la TPHCM, chim phn ln doanh thu v cac mt hang nc khoang.

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Chin lc san phm cng ty c phn nc khoang Vinh Hao Vi s lng nha phn phi ang co, vic a san phm n vi cac siu thi, ni ban le va ngi tiu dung la rt nhanh chong, thun li, khng tn nhiu chi phi. iu nay giup y manh tc tiu thu san phm cua Vinh Hao Hin nay san phm lun co mt cac ni ban le o la Khoang Chanh Lemona. 2.5.2.5 Khach hang Trong tinh hinh khung hoang kinh t , lam phat cao nh hin nay, cac chi tiu v mt san phm cua ngi tiu dung ngay cang nhiu, cung vi vic e de trong chi tiu nn cac san phm mun canh tranh c trn thi trng cn phai khng inh c s khac bit. Mt s b phn khach hang quan tm nhiu n sc khoe se vn chon nhng thng hiu vi san phm mang li ich cho minh du gia cao. Mt b phn khac chon nhng san phm re va phu hp vi s thich cua minh ma khng quan tm nhiu n ich li ma san phm mang lai cho ban thn. Ngoai ra, con co mt s khach hang bi mc by nhng san phm hang nhai co tn gn ging vi tn mt s thng hiu ni ting, gy s hiu lm i vi cac thng hiu. Vi th, Vinh Hao a ra cac dong san phm nc khoang rt tt cho sc khoe nhng gia thanh thp hn hoc bng gia cua cac san phm nc khoang hay nc giai khat khac, mang lai s tin li cung nh am bao sc khoe ngi tiu dung. Song song o, Vinh Hao con tim cach ti u hoa quy trinh san xut kinh doanh, ct giam chi phi giam gia thanh, ng thi nghin cu cac dong san phm khac phu hp vi thi hiu cua khach hang, nht la khach hang tim nng. 2.6 Nhng tc ng qua li gia chin lc sn phm v cc thnh t khc trong marketing mix 2.6.1 Chin lc gi Chin lc gia hp ly cung gop phn giup cho chin lc san phm phat huy c ht hiu qua cua no. Cng ty co cac san phm vi dung lng khac nhau i kem cac gia khac nhau danh cho moi khach hang mt s phn khuc nh trng hoc, bnh vin,cng s,... gia cua san phm se thay i phu hp vi sc mua cung nh s ln mua cua cac n vi.

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Chin lc san phm cng ty c phn nc khoang Vinh Hao 2.6.2 Chin lc phn phi Chin lc phn phi cung la mt trong nhng chin lc quan trong i vi mt thng hiu, san phm du co tt nhng khng n c tay ngi tiu dung thi vic kinh doanh cua cng ty o se tht bai, cung vi s i xung cua thng hiu. Nm bt c tm quan trong nay, Vinh Hao a xy dng mt h thng phn phi trai khp t Bc xung Nam, san phm n vi ngi tiu dung mt cach nhanh chong nht. Cng ty cung m thm vn phong ai din Thanh Ph H Chi Minh, ni tiu thu san phm nhiu nht, tng thm sc tiu thu va nhn bit thng hiu 2.6.3 Chin lc chiu th Hoat ng chiu thi cua Vinh Hao cung c u t thich hp gia tng s hiu bit v san phm, tng gia tri thng hiu Vinh Hao va nhn manh s khac bit va li ich cua san phm Vinh Hao so vi cac san phm khac.

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Chin lc san phm cng ty c phn nc khoang Vinh Hao

CHNG 3: CC GII PHP HON THIN V NNG CAO CHIN LC SN PHM CHO CNG TY
2.7 Phn tch nh gi chin lc sn phm ca cng ty Vnh Ho Chin lc san phm cua Vinh Hao co nhng u im so vi i thu nhng cng ty vn con kha nhiu khuyt im cn phai khc phuc gia tng thi phn: STT 1 Chin lc u im Khuyt im

Kch thc tp hp a dng v cac dong san Ch p ng mt phn sn phm phm Tn thng hiu a co t lu i va rt ni ting.Vi th Mt s tn san phm vic gn tn nhng san kho nh, khng to phm chinh vi tn thng c n tng cho hiu giup khach hang d ngi mua sn phm nhn bit. Ngun nc khoang di Cha bit phat trin th cho th trng

Nhn hiu sn phm

Quyt nh lin quan dao, quy gia vi nhiu manh cua minh trong n c tnh sn phm khoang cht co li cho sc mt s phn khuc thi khoe Mu m, kiu dng sn phm San phm co mu ma, kiu dang, mau sc phu hp vi thi hiu ngi tiu dung u t manh vao vic trng Con s dung san phm lam bng thuy tinh, kho khn cho vic thu lai va bt tin cho khach hang.

Pht trin sn phm mi

nghin cu, phat trin san Cha co y tng tao phm mi vi cac cng ngh bao, thi trng muc tiu san xut c nhp t nc cha ro rang ngoai So vi i th cnh tranh th Thi phn so vi i thu sn phm c cht lng hn canh tranh chinh rt

i th cnh tranh

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Chin lc san phm cng ty c phn nc khoang Vinh Hao cung vi gia thanh tng i re cach bit. Cac chin lc cha hiu qua bng i thu canh tranh

2.8 PEST 2.8.1 Chinh tri ( Politics) Vit Nam thc hin cam kt v m ca thi trng ban le trong nm 2010. Mt tt la cac doanh nghip trong nc a nng ng hn, tng sc canh tranh, san xut cac san phm co cht lng, mu ma tt hn. Tuy nhin, bn canh o, doanh nghip cung gp nhiu kho khn do sc ep canh tranh ngay cang ln. Cac loai hinh canh tranh khng lanh manh: hang nhp lu, hang gia, hang nhai kho kim soat, khng chi gy anh hng n ngi tiu dung ma co anh hng n cac thng hiu cua cac cng ty. Cng vi s tng trng ca kinh t v tiu dng, nhu cu v nc khoang cng tng ln kh mnh, thu ht s tham gia ca cc DN c vn u t nc ngoi vo th trng, khin cho s cnh tranh th phn kh gay gt 2.8.2 Kinh t ( Economy) Trong bi canh hin nay, anh hng cua khung hoang kinh t, lam phat cao lam cho gia ca thi trng khng n inh. Vi vy ngi tiu dung cang n o hn trong vic chi tiu cac san phm.Vi th, co mt li th cho mt s doanh nghip khi ngi tiu dung chu tm vao cac san phm co cht lng va gia thanh re. 2.8.3 Xa hi ( Social) Cac quan im cua xa hi ngay cang i mi, ngi tiu dung gi y chu tm vao cac san phm co cht lng va co gia hp ly. Ngoai ra, khng chi hng n mi ban thn, ngi tiu dung con quan tm n li ich ngi khac, gia inh, cng ng oi hoi cac cng ty, doanh nghip phai thay i chin lc cua minh. y manh cac hoat ng xa hi, bao v mi trng cung vi cac dich vu khac hang thi mi co th chim linh c thi trng. 2.8.4 Ky thut cng ngh ( Technology) Ky thut cng ngh cung ong mt vai tro quan trong trong s phat trin i ln cua cac doanh nghip. Vi cac ng dung khoa hoc ky thut t nc ngoai, cht lng va nng

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Chin lc san phm cng ty c phn nc khoang Vinh Hao sut cua san phm c cai thin rt nhiu, la mt th manh canh tranh trn thi trng. Vi vy, s cn nhc trong u t v ky thut cng ngh cung la mt vn cp thit va nan giai cho mt s doanh nghip i sau hay ang tut hu trong thi trng. 2.9 SWOT STRENGTHS dao tng i tt. khoe S4: C v th trong lng khch hng S5: Quy trinh san xut nghim ngt, ung tiu chun v sinh an toan thc phm S6: a dang v san phm S7: Gia san phm tng i re S8: Co h thng quan ly cht lng tich hp ca GMP va HACCP, ISO 22000:2005 S9: S hu cng ngh sn xut nc khoang hin ai nht t nc ngoai S10: Thng hiu c nhiu ngi bit n. OPPORTUNITIES O2: Chnh tr trong nc n nh, d O3: Nhu cu sn phm nc khoang O4: Nhn thc cua ngi tiu dung Vit Nam ngay cang tng

S1: Co ngun khoang cht lng va di O1: Chinh phu m ca thi trng ban le S2: C kh nng thm nhp th trng ku gi u t nc ngoi. S3: La san phm mang lai li ich v sc ngay cang tng

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Chin lc san phm cng ty c phn nc khoang Vinh Hao WEAKNESSES W1: Vn iu l khng ln W2: Nhiu san phm cha tht s ni thu canh tranh bt trong long khac hang do c tinh, T2: Chi tiu ngi tiu dung han ch do mu ma chm W4: Cac hoat ng chiu thi con it phm bng chai thuy tinh W7: Cha s dung ti a cac ngun lc W8: Cht lng dich vu cha cao, chi phi vn chuyn hang hoa cho thi trng con cha c hoan thin. 2.10 5 Forces 2.10.1 Ap lc t nha cung ng: Vi ngun khoang di dao ma cng ty nc cp phep khai thac, cung vi nhiu dy chuyn san xut va ong chai cua chinh cng ty, Vinh Hao han ch c mt phn ap lc t nha cung ng. Mc du chiu anh hng bin ng tng t bin gia nguyn liu u vao( gia ng, gia bao bi PET, gia hng liu). Tuy nhin, cng ty a co nhng giai phap tit giam c tiu hao nguyn vt liu. Dn thay i san phm cua minh sang chai nha PET, Vinh Hao co nhiu nha cung ng chai nha PET nh nha Bao Vn(BAVICO JSC), nha Ngoc Nghia (NNC), giam ap lc cung ng chai nha PET. 2.10.2 Ap lc t khach hang Nha phn phi: Nha phn phi la mt trung gian chuyn san phm n tay ngi dung va cung c quy la khach hang. Hin tai giam bt ap lc t vic phn phi c quyn cung nh chi phi vn chuyn trc tip t nha may, Vinh Hao a hp tac va m rng hn 30000 nha phn phi trn khp ca nc. Nha phn phi ong mt vai tro ht sc quan trong i khung hoang kinh t. nhiu T4: Mi trng t nhin bi nhim co T5: Nhiu hang nhai gy anh hng n thi trng cung nh thng hiu W3: Nghin cu san phm mi con T3: Sn phm ngoi nhp ngy cng THREATS T1: Sc ep canh tranh ln vi nhiu i

W5: Kho khn trong vic thu lai san th anh hng n ngun khoang

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Chin lc san phm cng ty c phn nc khoang Vinh Hao vi cng ty, la ngun cung cp san phm cho cng ty cung nh nghin cu thi hiu khach hang ia im co nha phn phi. Vi vy ap lc t nha phn phi la cac siu thi cung rt ln i vi cng ty Vinh Hao. Khach hang le: Khach hang noi chung va khach hang le noi ring la yu t quan trong nht quyt inh s thanh bai cua mt cng ty. Khach hang khng mua hang thi cng ty cung khng th tn tai c. Vi vy ap lc cua khach hang hin nay la v cung ln do nhn thc cua khach hang ngay cang c nng cao, oi hoi cng ty phai co nhng san phm uy tin, cht lng, ap ng c nhu cu va thi hiu cua ho. Bn canh o con co ap lc t quy m khach hang, cac i thu phai gianh tng khach hang vi nhau, em lai li ich cho ho ho em lai li ich cho chinh doanh nghip. Nm bt c yu t quan trong y, Vinh Hao ang c gng phat trin cac dong san phm cua minh, ap ng nhu cu khach hang, gianh ly tng khuc thi phn t tay cac i thu canh tranh em lai s phat trin cho cng ty. 2.10.3 Ap lc t i thu tim n Khi g bo rao can thu khi tham gia vao thi trng ni ia thi co rt nhiu cng ty, tp oan nc ngoai ang mon men chun bi gia nhp thi trng. Vi cht lng vt tri, o la nhng i thu tim n co th trong thy trc c, co th lam thay i thi trng nc khoang trong nc. Vi th cng ty Vinh Hao cung a u t rt nhiu vao dy chuyn san xut cung nh quy trinh cng ngh, quan ly cht lng trong nhng nm gn y co mt nn tang vng chc, xy dng cng ty theo kip Lavie ang dn u thi trng va chun bi on nhng i thu tim nng mi . 2.10.4 Ap lc t san phm thay th Vi la mt san phm thay th co li cho sc khoe thay cho nc tinh khit, nc giai khat co lng ng cao, bia, ru,, san phm nc khoang cua Vinh Hao co li th rt ln va gn nh khng co ap lc t san phm thay th khac bi la mt san phm t t nhin va co ngun khoang di dao. 2.10.5 Ap lc canh tranh ni b nganh Thi trng nc khoang ang rt si ng. Gn y cac cng ty u thay i kiu dang san phm va tung ra cac san phm mi trn thi trng gianh ly thi phn. Bi s canh GVHD: TS. Nguyn Xun Trng SVTH:Nguyn Th Thin n - Trang 39

Chin lc san phm cng ty c phn nc khoang Vinh Hao tranh phai noi la rt khc lit nh th ma khach nhn c li ich rt cao t cac san phm nc cai tin ln theo tng ngay, co cht lng cao, lai tt cho sc khoe vi gia thanh phu hp. Ap lc canh tranh trong nganh a giup nganh nc khoang ngay cang phat trin vt tri va vn ra gianh ly thi trng, khach hang t cac thi trng nc tinh khit cung nh nc giai khat, cung lam nn mong vng chc n on u nhng thach thc t nhng mi nguy him sp gia nhp vao thi trng cung nh nn kinh t khng n inh nh by gi. 2.11 xut chin lc cng ty am bao vic tng trng n inh, gia tng thi phn trong thi trng nc khoang cung nh tng nhn bit thng hiu, cng ty co cac nhim vu c ban bao gm : Hoan thin chui san phm cua Cng ty da trn li th so sanh cua thng hiu va bao am li nhun cho c ng u t nng cao nng sut va cht lng hoat ng cua cac nha may Hoan thin h thng qui trinh kim soat cht lng tai nha may Nng cao cac ngun lc cua Cng ty nhm bao am thich ng vi qui m, tc tng trng va kha nng ap ng vi ap lc canh tranh trong nganh nc khoang noi ring va nganh nc giai khat noi chung. Gia tng kha nng khai thac ngun nc khoang Vinh Hao va cac khu vc mo ln cn Tng cng cng tac nghin cu, phat trin san phm mi nhm ap ng nhu cu thi trng va inh hng phat trin cua cng ty. 2.12 Gii php c th u t nng ty trong dong san phm nc khoang bao bi PET ln 20% trong tng san lng cua Cng ty ( ty l nm 2010 la 17%)
Tip tuc chun hoa lai cac bao bi chai PET cho mt s san phm c chon theo

hng em lai s tin li cho ngi tiu dung trong s dung va tit giam chi phi san xut.

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Chin lc san phm cng ty c phn nc khoang Vinh Hao Chun hoa lai bao bi cho san phm nc khoang co gas Vinh Hao chai thuy tinh 450ml u t phat trin san phm dong san phm PET khoang ngot, hin ang tng san lng tiu thu nhanh trong cac nm gn y Lun thm do y kin khach hang, nht la khach hang trung thanh v mu ma, kiu dang san phm kip thi ap ng nhu cu cua ho. Phai lun tim kim, cp nhp nhng mu ma, kiu dang mi t i thu canh tranh. Bn canh o khng ngng sang tao nhng mu ma, kiu dang cho ring cng ty gia tng nhn bit va gia tri thng hiu.
Nng cao cht lng dich vu, ap ng tt nhu cu vn chuyn hang hoa cho thi

trng va tng cng kim soat tit giam cac chi phi khng cn thit. Loai bo dn mt s san phm cha phu hp vi thi hiu khach hang Tng ty sut li nhun cua cac san phm ang c thi trng u chng nh: PET khoang ngot, Binh Vinh Hao va Vihawa 20 lit. u t i mi quy trinh cng ngh, cai tin ky thut va hp ly hoa san xut nng cao nng lc san xut, n inh cht lng san phm, tit giam tiu hao trong san xut va ap ng kip thi nhu cu thi trng Thc hin u thu va anh gia thng xuyn cac nha cung cp vt t u vao co c gia ca canh tranh va cht lng vt t am bao Phat trin thm vic ban, t hang san phm qua mang tao nn s khac bit vi cac i thu canh tranh Ku goi u t thm vao cng ty gia tng ngun vn u t va m rng thm quy m san xut nhm tng thm s lng san phm ban ra va giam thiu thi gian ch cua khach hang. Xy dng h thng nhn din thng hiu cho i ngu nhn vin ban hang trong cng ty hoan thin hn chin lc inh vi cua cng ty. Bn canh o, tng cng cac hoat ng xa hi nh tai tr cho cac chng trinh trong trng hoc, c quan, i mai m kt hp tng san phm tao n tng tt ep trong long khac hang, thu hut cac khach hang tim nng

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Chin lc san phm cng ty c phn nc khoang Vinh Hao Hoan tt cac thu tuc co th a vao khai thac thm 1 mo (mo ai Hoa)

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Chin lc san phm cng ty c phn nc khoang Vinh Hao

PHN KT LUN

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Chin lc san phm cng ty c phn nc khoang Vinh Hao

TI LIU THAM KHO

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