MC LC

Li ni u..2 Chng 1: C s l thuyt: 1.1) Cc yu t mi trng nh hng n hot ng marketing..3 1.2) Chnh sch sn phm4 Chng 2: Gii thiu chung v cng ty Kinh v sn phm bnh Trung thu 2.1) Gii thiu chung v cng ty Kinh 6 2.2) Gii thiu chung sn phm bnh Trung thu Kinh ....6 Chng 3: Chnh sch sn phm ca cng ty Kinh . 3.1) Th trng mc tiu ca sn phm bnh Trung thu Kinh ....7 3.2) Chnh sch sn phm..8 3.2.1) Chnh sch thit lp chng loi v c cu sn phm.....9. 3.2.2) Chnh sch cht lng sn phm..10 3.2.3) Chnh sch nhn hiu v bao gi sn phm..11 3.2.4) Chnh sch sn phm mi.13 3.2.5) Chnh sch dch v h tr sn phm.14 Chng 4: Tng kt. 4.1) Thnh cng...15 4.2) Thch thc15 4.3) kin xut bin php khc phc....15

LI NI U: Vit Nam ang chuyn sang c ch th trng theo nh hng x hi ch ngha c s qun l ca nh nc, trong iu kin hi nhp kinh t khu vc v th gii. Trc mi trng kinh doanh lun bin i, cnh tranh ngy cng gay gt nh hin nay, mi doanh nghip cn tm cho mnh mt hng i ng n theo kp tro lu mi, khng ngng nng cao c v th ca doanh nghip trn thng trng. Cng vi s tng trng ca nn kinh t t nc, Kinh gt hi c khng t thnh cng, gp phn a ngnh ch bin lng thc, thc phm ca Tp.HCM ni ring v c nc ni chung ln mt tm cao mi v sn phm chng ta khng th khng k n chnh l bnh trung thu Kinh . Nh u m Kinh ni chung v bnh trung thu Kinh ni ring c c nhng thnh cng ? gp phn tr li cho cu hi ln va nu, nhm chng ti chn ti nghin cu: Phn tch s nh hng ca mi trng marketing v m n vic la chn th trng mc tiu v chnh sch sn phm ca cng ty Kinh .Trn c s tm hiu, phn tch i n nhng nh gi v mt thnh cng, hn ch ca cc chnh sch sn phm, nhm a ra mt vi kin xut gii quyt nhng vn hn ch nu gp phn gip bnh trung thu Kinh gi vng v th, khng ngng ln mnh v Kinh s tr thnh mt tp on kinh t ln mnh ca Vit Nam.

Chng 1: C s l thuyt. 1.1) 1.1.1) Cc yu t mi trng nh hng n hot ng marketing. Mi trng vi m:

Nh cung cp. Cng ty. Trung gian marketing. i th cng tranh. Cng chng trc tip. Khch hng. Mi trng v m:

1.1.2) -

Vn ha. Chnh tr php lut. Mi trng cng ngh. Mi trng t nhin. Mi trng kinh t. Mi trng nhn khu hc.

Trong phm vi bi vit, chng ta s cng tm hiu r v 2 nhn t mi trng nhn khu hc v mi trng kinh t, t phn tch n s nh hng m chng em li trong vic la chn th trng mc tiu v chnh sch sn phm ca doanh nghip.
Mi trng nhn khu hc l yu t u tin quan trng m bt k nh qun tr

marketing no cng phi quan tm v nhn khu to ra khch hng cho doanh nghip. Tip cn nhn khu dn s theo nhng gc khc nhau ca nhn khu u c th tr thnh nhng tham s nh hng n quyt nh marketing ca doanh nghip v cc tham s khc nhau ca nhn khu khng u c th to ra s khc bit khng ch quy m m c c tnh nhu cu. Cc tham s bao gm: - Quy m v tc tng dn s tc ng n quy m nhu cu - C cu dn s tc ng n c cu v c tnh nhu cu. - Tnh trng hn nhn v gia nh tc ng n trng thi v tnh cht cu th trng.

- Tc th ha to nn nhng cu th trng tim nng.

Mi trng kinh t bao hm cc yu t nh hng n sc mua v c cu chi tiu

ca khch nh thu nhp, phn phi thu nhp ca ngi tiu dng, lng tin tit kim, n nn v kh nng c th vay tin ca nn kinh t th hin tng sc mua trong tng giai on kinh t, tng chu k kinh doanh.

1.2) Th trng mc tiu. - Th trng bao gm tt c nhng khch hng tim n c cng mt nhu cu hay

mong mun c th, sn sng v c kh nng tham gia trao i tha mn nhu cu v mong mun . - Th trng mc tiu l th trng bao gm cc khch hng c cng nhu cu hoc mong mun m doanh nghip c kh nng p ng, ng thi cc hot ng marketing ca doanh nghip c th to ra u th so vi i th cnh tranh v t c cc mc tiu kinh doanh nh. Th trng mc tiu chnh l nhng on th trng hp dn m doanh nghip quyt nh la chn tp trung n lc marketing ca mnh. 1.3) Chnh sch sn phm. 1.3.1)Sn phm l tt c nhng ci, nhng yu t c th tha mn nhu cu hay c mun c a ra cho bn trn th trng vi mc ch thu ht s ch mua sm, s dng hay tiu dng. 1.3.2)Chnh sch sn phm. 1.3.2.1) Chnh sch thit lp chng loi v c cu sn phm: Chnh sch thit lp chng loi:
Chng loi sn phm l nhm sn phm c lin quan cht ch vi nhau do ging

nhau v chc nng hoc do bn chung cho cng nhm khch hng hoc cng kiu knh phn phi hoc trong khun kh cng dy gi.

 Chnh sch hn ch chng loi: sau mt thi gian kinh doanh, cng ty s xc lp doanh s ca tng danh mc mt hng, xc nh c nhng sn phm no tiu th chm hoc khng tiu th c hoc khng mang li nhun, t cng ty s tin hnh loi tr cc nhm sn phm khng mang li nhun hoc khng tiu th c. Chnh sch bin i( bin th) chng loi: l cng vic b sung nhng sn phm mi thng qua cc th php sn xut v thng mi Chnh sch thit lp c cu chng loi sn phm:
C cu chng loi sn phm l tp hp cc loi hng ha khc nhau v gi tr s

dng, tha mn nhiu loi nhu cu khc nhau. Thit lp c cu chng loi sn phm l xc nh ton b danh mc sn phm m cng ty s kinh doanh theo chiu rng, chiu su, chiu di v mc hi ha ca sn phm cng vi l xc nh u l cc sn phm ch yu v c bn, u l cc sn phm ph b sung. 1.3.2.2)Chnh sch cht lng sn phm:
Chnh sch cht lng sn phm l chnh sch hon thin v nng cao cc c tnh

s dng ca sn phm theo hng tip cn v thch ng vi nhu cu th trng nhm to ra nhng u th c trng v truyn thng v cht lng nng cao tnh cnh tranh ca sn phm ng thi m rng di cht lng sn phm to lp mt thang gi ph hp vi sc mua khc nhau ca khch hng. Thc hin chnh sch sn phm thng qua cc bin php: nng cao thng s, thay i vt liu ch to, tng cng tnh thch s dng sn phm, hn ch hay vt b chi tit t ph hp vi ngi tiu dng. 1.3.2.3) Chnh sch nhn hiu v bao gi sn phm:
Chnh sch nhn hiu sn phm : bao gm cc quyt nh ca doanh nghip lin

quan n vic c gn nhn hiu cho sn phm ca mnh hay khng?, ai l ngi ch nhn hiu sn phm?,tng ng vi nhn hiu chn cht lng sn phm c nhng c trng g?, t tn cho nhn hiu nh th no?, c nn m rng gii hn s dng tn nhn hiu hay khng?, s dng mt hay nhiu nhn hiu cho cc sn phm hoc chng loi sn phm c nhng c tnh khc nhau?. Chnh sch v bao gi sn phm: bao gm cc quyt nh lin quan n vic quyt nh v kiu dng, kch thc, cht liu, mu sc, ni dung trnh by v c gn nhn hiu hay khng?, v cc kha cnh v li ch x hi, li ch ca ngi tiu dng 1.3.2.4) Chnh sch sn phm mi:

 Sn phm mi l sn phm ra mt ngi tiu dng ln u tin. mt sn phm c

c coi l mi hay khng ph thuc vo cch th trng mc tiu nhn thc v n. Nu ngi mua cho rng mt sn phm khc ng k so vi cc sn phm ca i th cnh tranh v mt s tnh cht (hnh thc bn ngoi hay cht lng), th ci sn phm s c coi l mt sn phm mi. Sn phm mi bao gm 3 loi: sn phm mi nguyn tc, sn phm mi nguyn mu, sn phm mi ci tin. Qu trnh pht trin sn phm mi gm 7 bc: hnh thnh tng, la chn tng, son tho d n v kim tra, son tho chin lc marketing, phn tch kh nng sn xut v tiu th, thit k sn phm, th nghim thi trng v thng mi ha. Chng 2: Gii thiu v cng ty Kinh v sn phm bnh trung thu. 2.1) Gii thiu chung v cng ty Kinh .

- Cng ty TNHH xy dng v ch bin thc phm Kinh thnh lp nm 1993. Ban u l phn xng sn xut bnh snack nh ti Ph Lm, Qun 6, Thnh ph H Ch Minh vi vn u t l 1,4 t VN v khong 70 cng nhn vin. Lc by gi, cng ty c chc nng sn xut v kinh doanh cc mt hng bnh snack, mt sn phm mi i vi ngi tiu dng trong nc. Nm 1994, sau qu trnh nghin cu kho st nhu cu th trng, BG Cty quyt nh tng vn php nh ln 14 t VN, nhp dy chuyn sn xut bnh snack vi cng ngh Nht Bn tr gi trn 750.000 USD, tung ra sn phm bnh Snack Kinh vi gi r, mi v c trng. T nm 19962000, cng ty lin tc rt vn vo u t cng ngh sn xut, m rng qui m trn khp Bc, Trung, Nam v thnh cng vi nhiu loi sn phm mi. Nm 2001, cng ty m rng xut khu ra th gii v thnh cng ln. Bt u t ngy 1/10/2002, cng ty Kinh chnh thc chuyn t Cng ty TNHH Xy dng v ch bin thc phm Kinh sang hnh thc Cng ty C phn Kinh . Nm 2003, Kinh chnh thc mua li cng ty kem Walls Vit Nam ca tp on Unilever t Anh Quc v thay th bng nhn hiu kem Kidos. Nm 2010, Kinh tin hnh sp nhp Cng ty CBTP Kinh Min Bc (NKD) v cng ty Ki Do vo cng ty C Phn Kinh ( KDC). - Hin nay Kinh l cng ty sn xut v ch bin bnh ko hng u ti th trng Vit Nam vi 7 nm lin tc c ngi tiu dng bnh chn l Hng Vit Nam cht lng cao. H thng phn phi ca Kinh tri khp 64 tnh v thnh ph vi 150

nh phn phi v gn 40.000 im bn l. Sn phm ca Kinh c xut khu sang th trng 20 nc trn th gii nh M, Chu u, c, Trung ng, Singapo, i Loan vi kim ngch xut khu u t 10 triu USD vo nm 2003. - S mnh ca Kinh i vi ngi tiu dng l to ra nhng sn phm ph hp, tin dng bao gm cc loi sn phm thng dng, thit yu, cc sn phm b sung v ung, cung cp nhng thc phm an ton, thm ngon, dinh dng, tin li v c o cho tt c mi ngi lun gi v tr tin phong trn th trng thc phm. - Cc sn phm ca Kinh : bnh Cookie, bnh Snack, bnh Cracker AFC Cosy, ko socola, ko cng v mm, bnh m mn, ngt, bnh bng lan, bnh kem, kem Kidos, socola, bnh trung thu Kinh .

2.2)

Gii thiu chung v bnh trung thu Kinh .

- Nm 2001, cng vi vic vn iu l c nng ln 150 t VN, cng ty bt u gia nhp th trng bnh Trung Thu. Lin tc trong sut hn 10 nm, cc sn phm bnh trung thu ca cng ty khng ngng pht trin khng ch v s lng chng loi, mu m m quan trng hn c l cht lng sn phm khng ngng c ci tin nng cao ph hp hn vi nhiu i tng khch hng. - Doanh thu thun ca Kinh v dng bnh Trung thu tng 31% t 497 t ng nm 2010 ln 651 t ng vo nm 2011. Chng 3: Chnh sch sn phm ca cng ty Kinh .
3.1)

Th trng mc tiu ca sn phm bnh Trung thu Kinh .

Xt v th trng ni chung ca sn phm bnh trung thu Kinh , n v tung ra gn 2.100 tn bnh trong ma trung thu nm nay, i din Kinh cho hay, trong tng s s c 30 tn dnh cho xut khu khi cc n t hng c k xong. n thi im din ra cuc trao i ny, doanh nghip ny xut i 5 container bnh trung thu sang cc th trng c, M, H Lan, Canada v campuchia vi 5 loi nhn l ng nhn, tr xanh, ht sen, u xanh, khoai mn. Theo i din Kinh , y l nhng sn phm truyn thng, quen thuc vi kiu bo, nht l 2 th

trng truyn thng l M, c. So vi nm ngoi, s lng xut khu tng 2 container. Cng theo i din Kinh , im c bit ca nm nay l ngoi 2 th trng c, Kinh thm nhp thm c mt s th trng mi, tim nng l H Lan, Canada v Campuchia. Ring ti Campuchia, doanh nghip ny c nh phn phi chnh thc v trong nm nay, ngoi vic xut khu sn phm, Kinh cn phi hp t chc gian hng v hot ng qung b. Nhng th trng nh M, c, H Lan, Canada c nhng qui nh nghim ngt, kht khe v tiu chun cht lng an ton v sinh thc phm v cng l th trng rt tim nng. Do vy, vy, vo c th trng ny l bc m cho chng ti nhng nm tip theo xm nhp th trng th gii, i din Kinh ni. Mc d y mnh hot ng xut khu nhng con s xut khu ch dng li con s 30 trong tng s gn 2100 tn bnh c th thy rng th trng mc tiu m Kinh khai thc vn l th trng tiu dng trong nc c phn khc cao cp v trung bnh, bnh dn. . Bn t sn phm cao cp ti nhng mt hng gi r. (loi gi cao nht l 2,2 tr/hp v loi r nht ch c 36 k/hp) Kinh c s la chn th trng nh trn bi nm vng th mnh ca mnh l mt doanh nghip ln, dy dn kinh nghim trong lnh vc sn xut bnh ko v hng thc phm. H c dy chuyn v cng ngh p ng cho cc loi khch hng khc nhau. Vi uy tn v thng hiu ca h trong nhng nm qua, Kinh hy vng s c th cnh tranh tt trong c 2 phn khc th trng. i vi phn khc th trng cao cp, cng ty tung ra dng sn phm Trng Vng vi gi t 480.000 ng n 2.200.000 ng nhm p ng nhu cu thng thc, biu tng cao cp khng ch ca ngi dn m hn c l cc doanh nghip v cc n v kinh doanh t hng vi s lng ln. Mt v d cho vic Kinh tp trung vo phn khc cc sn phm cao cp: Theo ng Q.Tun, gim c mt cng ty qung co ti Q.Tn Bnh cho bit: Tnh hnh kinh t nm nay qu l hi kh khn, nhng nhu cu tng bnh cho i tc trong dp tt Trung Thu th khng th gim. Nm no cng ty chng ti cng ln danh sch khch hng v t mua bnh tng t rt sm, cc sn phm m ti thng chn biu tng i tc l dng bnh cao cp vi nhng thit k c o, n tng. Thm vo , mc d nn kinh t ang gp nhiu kh khn nhng theo cc doanh nghip sn xut bnh trung thu, do Trung Thu l mt trong nhng l hi truyn thng, v l dp Tt ln th 2 trong nm ca Vit Nam, vi truyn thng vn ha ca

ngi Vit th nhu cu biu tng qu dp Tt Trung thu vn lun c mi ngi xem trng. Ngi Vit thng chung l ngha, s sang trng nn sn lng b tin triu mua nhng hp bnh t tin lm qu tng ngi thn trong dp Tt Trung thu. u t cho phn khc cao cp nhng Kinh cng th hin s quan tm khng km n phn khc sn phm trung bnh, bnh dn bi cng nh nm ngoi nh hng ca lm pht, gi c tng cao khin ngi tiu dng quan tm hn n dng bnh bnh dn. Nm c th hiu ny ca ngi tiu dng nn nm nay, Kinh cng a ra th trng cc dng bnh bnh dn vi gi c phi chng dao ng t 34.000 ng n 330.000 ng ty loi v khi lng bnh v mu m cht lng a dng.
3.2)

Chnh sch sn phm ca cng ty Kinh .

Mc d ra i t nm 1993 nhng thng hiu ca Kinh n nay vn cn vng mnh v pht trin bi trong qu trnh pht trin, Kinh khng ch ch trng n sn phm, m h quan tm n hu ht cc yu t lm nn bn sc thng hiu. Nh vy m thng hiu ca h n su trong tm tr khch hng. C s ca thng hiu l sn phm nn s u t cho sn phm ca Kinh rt c ch trng. iu ny c chng minh qua chin lc sn phm cho bnh trung thu Kinh .

3.2.1) Chnh sch thit lp chng loi v c cu sn phm: Trong qu trnh pht trin thng hiu cho sn phm bnh trung thu ca mnh t nm 2001 n nay, Kinh lun ch dng mt nhn hiu duy nht: bnh Trung thu Kinh . Tuy nhin, cng vi s pht trin ca nn kinh t, s cnh tranh ca cc i th cnh tranh ang ngy cng ln mnh, ma trung thu nm nay, Kinh gp mt vo th trng 7 b sn phm vi 69 tn, loi sn phm khc nhau. phn khc th trng cao cp l b sn phm Trng vng: Trng vng Kim Cng, Trng Vng Bch Kim. Trng vng Hong Kim(1,2), Trng vng Hng Ngc(1,2,3,4). Phn khc th trng bnh dn c: bnh nng 4 trng ( vi c jambon, g quay jambon, jambon bt bu, thp cm lp xng, u xanh), bnh nng 2 trng c bit, bnh nng 2 trng bao gm: vi c jambon, g quay jambon, jambon bt bu, thp cm lp xng, ht sen, u xanh, sa da, cm da, ht sen tr xanh, u xanh l da, khoai mn, u ), bnh nng 1 trng c: g quay jambon, jambon bt bu, thp cm lp xng, ht sen, u xanh, sa da, cm da, ht sen tr xanh, u xanh l da, khoai

mn, u , thp cm sen trn, thp cm lp xng, u xanh, bnh xanh( bnh chay) gm c: thp cm, b ht da, tr xanh Hat Hawai, u xanh hnh nhn, bnh do cng rt phong ph vi cc loi: bnh do sa da, bnh do thp cm, bnh do ht sen 1 trng, bnh do u xanh 1 trng, bnh do ht sen, bnh do u xanh, bnh do ht sen u xanh 1 trng, bnh do cm da, bnh do sa da, bnh do thp cm 1 trng, bnh do ht sen 1 trng, bnh do u xanh 1 trng, bnh do ht sen, bnh do u xanh. S d ch c 1 nhn hiu sn phm nhng Kinh c n gn 70 sn phm khc nhau nh vy l do nhng nh hng khng nh t mi trng nhn khu hc v mi trng kinh t. i vi b sn phm Trng vng cao cp i tng m doanh nghip ny hng ti l cc hot ng thng thc, biu tng cao cp nhng cao cp cng c nhiu mc gi, mc bao gi th hin gi tr khc nhau ca tng sn phm, vic Kinh a ra b sn phm cao cp a dng gip ngi tiu dng khng ch d dng hn trong vic la chn v hng v, s lng trong bao gi ph hp vi i tng hng n s dng m quan trng hn l n gin, nh bt ni lo cho ngi tiu dng v cc mc cao cp cn thit ca sn phm trong bi cnh kinh t kh khn, ngi tiu dng phi tht cht chi tiu nh hin nay. - i vi cc sn phm ca phn khc th trng bnh dn th cng a dng phong ph hn. iu ny p ng c mt cch su rng nhu cu ca th trng trc thc trng tiu dng d dt ca khch hng. phn khc ny, Kinh cung cp n hn 60 loi bnh truyn thng khc nhau v hng v m ci ct li l nguyn liu cng c s phn chia cc mc khc nhau v khi lng bao gi, cht lng to iu kin p ng c y , st sao nht vi nhu cu ca tng i tng khch hng.
-

3.2.2) Chnh sch cht lng sn phm: Bnh trung thu Kinh ly yu t truyn thng lm gi t ct li v lm nn s khc bit so vi cc sn phm cng loi trn th trng. Ring dng sn phm truyn thng nh: vi c, g quay jambon, thp cm lp xng, u xanh, khoai mn, u , ht sen, tr xanh nm nay hng bnh Kinh tip tc nng cao cht lng vi gi t 34 - 100 nghn ng/chic, c tiu th rt tt vi thnh phn l nhng sn vt ca Th ngn nm vn hin nh: sen Qung B, qut Nghi Tm, hoa bi Din. Cc sn phm tung ra th trng trong ma trung thu nm nay khng ch dng li phn khc sn phm trung bnh v bnh dn m hn c l phn khc sn phm cao cp vi b su tp Trng Vng vi cc b sn phm : Trng vng Kim Cng, Trng vng Bch Kim, Trng vng Hong Kim, Trng vng Hng Ngc. Song song vi ngha m b sn phm mang li l cc hng v bnh mi vi thnh phn nguyn liu thng hng nh: S ip Nht xt X.O, Cua Hunh , Tm Cng Bch Hoa, G

quay T qu. Mt trong nhng im nhn c o ca dng sn phm Trng Vng nm nay l bnh Mochi vi cc loi nh Ht sen Mochi, L da Mochi, u xanh Mochi khng ch mang n hng v mi l m cn hp dn ngi thng thc bi cu trc do xp cng mu sc t nhin ca v bnh. p ng xu hng thng thc sn phm va ngon va tt cho sc khe ca ngi tiu dng, nm nay Kinh to bc t ph vi cng thc gim ngt, cho cc dng sn phm Trung thu ngon hn, v ngt thanh hn. c bit, bnh trung thu Kinh ch s dng du thc vt, thay cho m ng vt, , thay th mt phn ng sacar bng cc loi ng t nhin cng cc thnh phn nguyn liu cao cp tt cho sc khe ngi tiu dng nh Vi c, Hi sm, Bo ng, S ip, ht Macadamia, Hnh nhn, H o, B , Ht sen, Tr xanh.... Bn cnh , dng bnh trung thu Xanh c ch bin t 100% thnh phn thc vt t nhin, tt cho sc khe tip tc c ci tin vi bnh Tr Xanh Ht Hawai, u Xanh Hnh Nhn, B Ht da v Thp cm s l tri nghim mi m cho ngi tiu dng, c bit l nhng ngi n chay, n king, a thch v bnh thanh m. Cc sn phm: bnh trung thu xanh, bnh t chn (bnh nng truyn thng) nh u xanh, ht sen, ht sen tr xanh, sa da, g quay jambon, thp cm lp xng, jambon bt bu, bnh do vi c cu t chn, phc v vic thng thc trong gia nh v biu tng cng c tiu th tt. Bnh trung thu chay nm nay c nhiu ngi mua la chn. Khng ch l bnh Trung thu chay c truyn khng nhn, cc nh sn xut cn a ra bnh trung thu cch tn vi cc loi nhn a thch nh: u xanh, khoa mn, nhn da, ht sen, Theo anh Ton, nhn vin bn hng ca hng Kinh cho bit: Hin nay, ngi tiu dng hng n cc loi bnh chay nhiu hn l bnh mn. c bit l bnh nng nhn u xanh c nhiu ngi tiu dng la chn mua v n v lm qu biu. chay nhn ngt a thch nh u xanh, khoai mn. Theo anh, bn cnh vic m bo
m an ton v sinh thc phm, hng v bnh trung thu chay cng d n hn bnh mn.Bnh chay n ngt nh, thm v bi, va thng thc bnh va nhm nhp cc tr mi thy thi v, l chia s ca ch Hnh, Ging V. Ch cho bit, hng v bnh mn nh trng c th li mi tanh, nhn thp cm c th c m, hnh, ti, u l nhng gia v kn ngi thng thc. Trong khi , cc nhn bnh ngt c hng v d n hn Ch Thng, Lng H chia s, gia nh ch hin sng vi b m nn mi dp Trung thu v ch khng qun mua bnh do chay biu b m. Theo ch, ngi gi thng thch bnh chay khng nhn hn l cc loi bnh c nhn v gn vi hng v truyn thng.

Mt im khc bit ca Kinh so vi cc doanh nghip khc na l ngoi cng ngh hin i, cng ty rt ch trng vo k thut ch bin sn phm nht l cng thc thay th ph gia, nh m cc loi bnh trung thu ca Kinh c mi v hp dn v ring bit. Xut pht t mi trng nhn khu hc m cc cng ty sn xut bnh ko ni chung v cng ty Kinh ni ring c s u t su, rng nh vy cho sn phm bnh Trung thu ca mnh. Nm nay ngi dn bit s cc loi thc phm... ma v v

khng r ngun gc, mt ngi tiu dng tr li khi c hi v sao khng ly cc sn phm th cng lm la chn cho mnh, ni: " Ti thy cng r, nhng khng dm mua, bnh nh em mua v cho tr con n l ch yu, nn cng phi chn loi t t mi c. Cc thng hiu ln trong c Kinh ch trng cht lng v sinh an ton thc phm, sn xut bng dy chuyn hin i. Bnh c u t khng ch ngon m cn ph hp nhiu i tng s dng (t ng, t bo, n king). Trong khi bnh cc c s sn xut th cng cht lng khng bng, nn ngi tiu dng nh ti vn cn e ngi. Nh vy, yu cu ca ngi tiu dng ngy cng cao v cht lng cc sn phm buc Kinh phi khng ngng nng cao cht lng bnh ca mnh. Xt v mi trng kinh t, mc d a thm kh nhiu nguyn liu mi, cao cp thng hng vo cc sn phm ca mnh nhng vn c s u t khng nh nhm duy tr, nng cao cht lng cc sn phm bnh trung bnh, thng dn do d bo kinh t kh khn, nhiu ngi chn mua bnh truyn thng gi bnh dn hn l chn sn phm cao cp. Mt ngi mua hng cho bit: "Nm nay, mi th t , chi tiu tn km, ti cng khng th th phanh, d bit l mi nm ch c mt ln
3.2.3)

Chnh sch nhn hiu v bao gi sn phm:

lm nn thnh cng ca mnh trong ma trung thu nm nay khng th khng nhc n chnh sch bao gi ht sc kho lo, ph hp ca Kinh . - Vi b sn phm cao cp Trng Vng, mi hp Trng Vng l mt tuyt phm vi thit k c bit n tng, sang trng trn nn hoa vn, ha tit nh vng cng im nhn l hnh nh hoa Mu n loi hoa vng gi, tng trng cho s thnh vng v hnh phc. c bit, khng nh ng cp ngh thut hng u l b Trng Vng Kim Cng vi thit k hp g hnh lin c o, c chm cht t m mn qu Trung thu tht s trang trng. , cc dng sn phm cao cp Trng Vng vi cc b sn phm hon ton mi: Trng Vng Kim Cng, Trng Vng Bch Kim, Trng Vng Hong Kim, Trng Vng Hng Ngc kh ht hng nh s vt tri v cht lng cng nh hnh thc mu m sang trng, n tng, p ng nhu cu biu tng ca khch hng. Khng dng li vic sng to dng bnh thng hng, nm nay Kinh c bit u t cc gian hng Trng Vng vi thit k ring bit, sang trng nhm mang n cho ngi tiu dng nhng tri nghim th v qua cc hot ng thng thc bnh, ung tr v t vn sn phm trc tip ti gian hng. c bit b sn phm ny, Kinh ch ng bao gi sn phm ca mnh theo hp, m bo tnh hi ha, cn xng khng ch tnh thm m m cn trong hng v cho ngi tiu dng khi thng thc trn b sn phm ca nhng khch hng phn khc th trng ny. i vi Trng Vng Kim Cng l hp 12 bnh 180gram, Trng Vng Bch Kim l hp 6 bnh 200gram cng 1 gi tr xanh, Trng vng Hong Kim c 2

loi v hp, mi hp gm 4 bnh loi 200gram km theo 1 gi tr xanh. nhm bnh Trng Vng Hng Ngc, vi Trng Vng Hng Ngc 1, hp bnh c ng gi gm 6 bnh hin i 180gram vi v hp bnh mu trng v hng cn Trng vng Hng Ngc 2,3,4 mi hp bnh c 4 bnh loi 200gram, mi loi c 1 thit k mu v ring. - Vi phn khc th trng bnh dn, Kinh ng gi sn phm theo tng ci ring bit vi cc mc trng lng 700gram i vi nhm bnh nng 4 trng, 250gram i vi nhm bnh nng 2 trng c bit, bnh nng 2 trng l 210gram, bnh nng 1 trng l 150 gram v bnh do ch c 1 mc ng gi l 250gram v 200gram. Vic a dng chng loi hng v sn phm cng nh cch ng gi nh trn phn khc ny gip ngi tiu dng d dng kt hp cc s la chn theo thch, s lng, mc ch s dng l n hay th cng, biu tng. Cng chnh cch bao gi theo ci m trong tnh hnh kinh t kh khn n to iu kin cho ngi tiu dng tit kim c phn no chi tiu. Mt ngi tiu dng cho hay cng 4 chic bnh, nhng trong hp sang trng th gi 280.000 ng, nhng nu mua l th ch 50.000 ng/chic, - Ch trng cht lng ln gi tr thm m ca mn qu Trung thu, Kinh dnh s u t tng xng cho thit k bao b bng vic s dng bao b 3 lp, gip sn phm khng ch p m quan trng hn l gi c ti ngon, v sinh an ton thc phm trong sut hn s dng.

- Ch trng cht lng ln gi tr thm m ca mn qu Trung thu, Kinh dnh s

u t tng xng cho thit k bao b bng vic s dng bao b 3 lp, gip sn phm khng ch p m quan trng hn l gi c ti ngon, v sinh an ton thc phm trong sut hn s dng. y cng l ln u tin chng ti a vo s dng mu ti xch (ng bnh) c lm t cht liu c kh nng t hy linh hot v thn thin vi mi trng. - Nm nay, hot ng trng by, to khng kh Tt Trung Thu tng bng cng c y mnh bng vic tp trung trang tr cho cc gian hng chun ca Kinh trn c nc vi bandrole v n lng, c bit l hot ng Ph Trung Thu ca Kinh ti H Ni.
3.2.4)

Chnh sch sn phm mi:

Nu nm 2011, b sn phm cao cpTrng vng bao gm:Trng vng Hnh Phc: l mn qu em li khng kh m p tnh than, trn ngp nim vui hnh phc cho gia nh, Trng vng Thnh Vng: l mt mn qu thay li cu chc cho gia nh Thnh Vng, s nghip pht trin, Trng vng May mn: l li chc may mn dnh cho ngi thn, i tc trong dp Trung thu th trong t kinh doanh Trung thu nm nay, n tng nht v s u t, sng to ca Kinh l dng vn l sn phm thng hng Trng Vng nhng mang mt bc pht trin vt bc. Vi ngha

chu bu ca i ngi l tnh thn v cc mi giao ho, Kinh ra mt b su tp Trng Vng vi cc b sn phm hon ton mi: Trng Vng Kim Cng: khng c g snh vi sc bn v qu him ca kim cng , cng nh mi giao ho thn tnh bn lu gia vn ngi ta mi tm c mt.Trao tng Trng Vng Kim Cng ma trung thu t lng tri n vi mi thm giao bn hng trn qu; Trng Vng Bch Kim: s thun khit vn c ,bch kim mang ngha gn kt tnh thn y chn thnh v trn vn. V trong sut hnh trinh cuc sng , iu qu gi ng li trong lng ngi chnh l mi gn kt thm tnh bn cht , y n v lung linh nh nh trng rm ngn nm sng mi.Trao tng Bch Kim th hin tm lng qu trng nhau, chn thnh gi cu chc ph qu trn vn, Trng Vng Hong Kim:nhng khong khc rng ngi ca tnh thn , nhng c nguyn chan cha tnh cm cu mong cho nhau cuc sng sung tc vn y.Tt c gi gn trong nh trng vng lung linh tnh giao ho,vng du ngt nh sc Hong Kim v qu gi hn ngn li cm n.Trao tng Hong Kim chc cho nhau ti lc thng tin , thnh vng ct tng; Trng Vng Hng Ngc : qu gi v y quyn nng nh vin Hng Ngc , mi giao ho bn lu chnh l ngun mnh v gi v thm n tnh m ch ngi thn qu mi nhn ra nhau ,k vai st cnh cng nhau.Trng Vng Hng Ngc lm ra t ht thy nhng tm huyt , lng am m vn ln n nh hon ho to lp cc gi tr tnh thm giao sng mi vi thi gian,chc cu s hon thun , sum vy v trn vn bn cht nh khong khc quy qun hnh phc di nh trng vng. Mi nm, Kinh phi u t mt khon khng nh cho vic ci tin sn phm ca mnh khng ch nhm mc ch nng cao thng hiu, cht lng sn phm m cn do c s tc ng khng nh t mi trng nhn khu hc cng nh mi trng kinh t. Xut pht t mi trng nhn khu hc l t nhu cu ngy cng cao, i hi ngy mt kht khe ca ngi tiu dng, h lun mong mun c khm ph, tri nghim nhng ci mi l. Xut pht t mi trng kinh t, trong bi cnh kh khn, tr tr chung, trn th trng li c khng t doanh nghip cng kinh doanh mt hng ny th vic to ra cc sn phm mi, to ra s khc bit nhm thu ht khch hng cng l yu t khng nh gip Kinh nng cao nng lc cnh tranh ca mnh. 3.2.5) Chnh sch dch v h tr sn phm:

Khng ch dng li vic nng cao, i mi cht lng sn phm m Kinh cng rt ch trng n cc dch v i km sn phm trong qu trnh bn hng. Hn c vic sng to dng bnh thng hng, nm nay Kinh c bit u t cc gian hng Trng Vng vi thit k ring bit, sang trng nhm mang n cho ngi tiu dng nhng tri nghim th v qua cc hot ng thng thc bnh, ung tr v t vn sn phm trc tip ti gian hng. Ngay trong chnh sch bao gi ca sn phm Trng

vng Bch Kim v Trng vng Hong Kim vi khng ch bnh m cn c c 1 gi tr xanh cng cho thy s chu o trong chm sc khch hng ca cng ty. Bn cnh , dch v giao hng tn ni v giao hng trn phm vi ton quc ca Kinh s mang n s thun tin cho khch hng v khng nh u th trong hot ng kinh doanh ca cng ty trong ma Trung thu 2012. Nm bt c tm l khch hng phn khc th trng cao cp, thng thng, h mua biu i tc, bn hng hoc khch quan trng. Cc hp qu ny khng ch c bnh m cn c km theo mt hp tr hay chai ru vang cho thm phn long trng nn mt s im bn hng chnh ca cng ty cn cung cp c cc mt hng ny nhm gip khch hng tit kim chi ph v thi gian, cng sc, chi ph. Vi s u t nghim tc, ton din cho ma Trung thu 2012, Kinh tin tng s phc v y nhu cu thng thc, biu tng v lm phong ph thm s la chn ca ngi tiu dng thng thc trn vn Tt Trung thu 2012. Ma Trung thu nm nay, Kinh cng khng bn hng qua mng nh cc cng ty khc vi mc ch m bo cho khc hng mua c sn phn chnh hng, trnh mua nhm hng gi hng nhi, va bo v li ch ngi tiu dng mt cch hiu qu nht, va m bo uy tn cho cc sn phm cng ty cung cp. Mt im na ca chnh sch chm sc khch hng ca Kinh l mc d st ngy rm lng tiu th bnh gim, nhng c hail do doanh nghip ny khng gim gi bn: Mt l, gi uy tn cho thng hiu ca mnh, khch hng lun c phc v bng sn phm lun c gi tr nh s tin h b ra; hai l doanh nghip cng tnh ton lng ngi mua c mc sn xut bnh va phi.

Chng 4: Tng kt : 4.1) Thnh cng: Thng hiu Kinh lin tip c mt trong hu ht cc bng xp hng danh gi nht v mc ni ting ca thng hiu cng nh mc tin tng, nh gi cao ca ngi tiu dng. Hp bnh p, sang trng thch hp lm qu tng. C nhiu la chn bnh p ng c nhu cu nhiu khch hng. Nhn phong ph, v bnh thm ngon, thch hp cho c ngi ln hay tr nh. Bnh trung thu Kinh c nhiu mc gi ph hp vi ti tin ca tng i tng.

4.2) Thch thc:

Mi trng kinh doanh lun thay i, ngay c khi c chin lc ng v k hoch c th th vn khng trnh khi yu t bin ng t bn ngoi m khng tin on trc c. V d: Cuc khng hong kinh t th gii giai on 20082009. m bo yu cu v sinh an ton thc phm. Nhiu loi bao b bnh Trung thu nhi cc nhn hiu ni ting: Kinh , Bibica c by bn vi gi r ch vi ngn ng mt hp,cht lng bnh km iu ny lm mt i uy tn ca nhng hng bnh ni ting.

4.3) Bin php khc phc: Xy dng mt cng ty linh hot v vng chi. Xy dng mt i ng nhn ti c tm nhn, c nhit huyt, c nhiu kinh nghim,kin thc su v ngnh hng, m bo cho chin lc tng trng ca Kinh . Phi c chin lc v k hoch di hn cho vic gi vng v th ca mnh trn th trng. Ngoi u t sn xut ra, cn ch trng vo u t v phn phi v Marketing, t hiu ngi tiu dng v th trng hn phc v ngi tiu dng tt hn. u t vo thng hiu thu ht ngi tiu dng mi cng nh duy tr lng trung thnh ca ngi tiu dng c. S dng cng ngh hin i tng cng m bo cht lng v sinh sn phm, m bo sc khe cho ngi tiu dng. Nghin cu cc dng sn phm ch trng cc nhm dinh dng: m, ng, bo, x, vitamin Cc hot ng tri n khch hng v chm sc nhng khch hng thn thit nn c tng cng, tin hnh bui tng qu cho nhng khch hng thn thit.