TIU VAI TR CA H THNG THNG TIN QUN TR TRONG CHNH SCH MARKETING SN PHM MI CA CNG TY NESTLE VIT NAM

M 1. Tm tt cng ty: Cng ty Nestle c sng lp vo nm 1866 bi ng Henri Nestl, mt dc s ngi Thy S gc c. ng pht minh ra mt loi sa bt dnh cho nhng tr s sinh khng th b m, nhm gim t l tr sinh t vong v suy dinh dng. Sn phm u tin ny c tn gi l Farine Lacte Henri Nestl. Thnh cng u tin ca ng Henri Nestl vi sn phm ny l cu sng mt tr sinh non khng th b sa m hoc bt k loi thc phm thay th sa m no khc. Nh vy, sn phm ny sau nhanh chng c ph bin ti Chu u. Vi tr s chnh ti thnh ph Vevey, Thy S, ngy nay, Nestl l cng ty hng u th gii v dinh dng, sc kho v sng kho. Nestl c 500 nh my v Nestl t chn n Vit Nam ln u tin vo nm 1916. Tri qua nhiu thp k, cc sn phm nh GUIGOZ, LAIT MONT-BLANC, MAGGI tr nn thn thuc vi cc th h ngi tiu dng Vit Nam. Nestl tr li Vit Nam vo nm 1990, v m mt vn phng i din vo nm 1993. Vo nm 1995, Cng ty TNHH Nestl Vit Nam (100% vn u t nc ngoi) c thnh lp, trc thuc tp on Nestl S.A. Cng vo nm 1995, Nestl c cp giy php thnh lp Nh my ng Nai, chuyn sn xut c ph ho tan NESCAF, tr ho tan NESTEA v ng gi thc ung MILO, Bt ng cc dinh dng NESTL, bt nm v nc chm MAGGI, Bt kem COFFEE-MATE. Cng ty Nestl Vit Nam c tr s chnh ti TP. HCM v vn phng kinh doanh ti H Ni. Nestl c 3 nh my sn xut: ti ng Nai ( pha Nam.); Ba V ( Pha bc) v nh my ti Long An. Hin nay tng s nhn vin ca Nestl Vit Nam ln n 1000. Trong nhng nm qua, Nestl thu ht c v o to mt lc lng lao ng ngi Vit Nam tiu chun p ng nhu cu pht trin kinh doanh ca cng ty. i vi Nestl, vic o to hun luyn rt c ch trng nhm pht trin ti nng v tnh chuyn nghip ca nhn vin Vit Nam Hin cng ty c mng li phn phi rng khp c nc. Cc sn phm chnh m Nestle

Vit Nam em n cho ngi tiu dung trong nc:

Cc sn phm ny chim c th phn rt ln trn th trng, mt mt nh vo cht lng m cng ty qun l cht ch, mt khc, cng ty s dng knh truyn thng mnh m, cng nh chnh sch marketing hp l lm cu ni gia sn phm ca cng ty v ngi tiu dung. 2. Knh tiu th sn phm hin ti ca cng ty: Hin cng ty Nestle Vit Nam ang s dng hnh thc phn phi trc tip n tay ngi tiu dng v c hnh thc gin tip thng qua cc nh phn phi, i l, cc nh bn l S phn phi trc tip Nh my sn xut Ngi tiu dng

Hinh 1.1: S phn phi trc tip sn phm mi Thay v gi in hay gp g tng khch hng, doanh nghip c th gii thiu sn phm mi ti hi ch thu ht c cc khch hng c quan tm. Bn trc tip cn c tng cng nhm vo c ngi phn phi v ngi tiu dng u im: * linh hot ln. * Nhm thng vo khch hng mc tiu. * To ra doanh s bn thc t Kh khn: Chi ph cao

 S phn phi gin tip

Nh my sn xut chinh

Nh i l cp 1

Nh i l cp 2

Ngi tiu dng cui cng

Nh bn l trc tip

Hnh 1.2 S phn phi sn phm ca cng ty i vi m hnh phn phi nh trn, th sn phm n tay ngi tiu dng phi thng qua nh phn phi trung gian, hay l i l bn s & l. Vi kiu phn phi ny s c nhiu mt u im nh mng li phn phi rng ln, bao ph trn din rng; kh nng iu tit nhn s qun l khch hng cng kh thun tin nhng bn cnh cng c nhng mt hn ch trong cng tc qun l nh sau: - V sn phm n tay ngi tiu dng thng qua cc i l phn phi nn khng hiu ht c nhng mong mun, cng nh nhng kh khn, nguyn vng ca khch hng v sn phm cng ty em li. - Chi ph ri ro trong qu trnh vn chuyn: hng b h, mp mo, hoc b t. Khng qun l tt c s lng hng ht hn s dng dn n tnh trng khch hng c ci nhn khng tt i vi sn phm Nhiu khch hng cha bit ht v tnh nng cng dng ca cc sn phm, cha c t vn r rang v vic la chn sn phm cho ph hp vi mi la tui.

3- Thc trng v chnh sch marketing ca cng ty. Hin nay trn th trng c rt nhiu mt hng v sn phm sa cng nh cc thc ung cnh tranh v gi c, cht lng, mu m vi cc sn phm ca cng ty. Vic c chnh sch marketing hp l, ph hp vi khch hng, cng nh em li s hi long cho khch hng v sn phm ca cng ty l iu m cc nh chin lc ang c gng xc tin. Nhng nm qua, cng ty thc hin chnh sch marketing mix cho sn phm mi bao gm: chnh sch sn phm, chnh sch gi c, chnh sch phn phi v h tr bn hng a. V chnh sch sn phm: Qun l cc yu t ca sn phm bao gm lp k hoch v pht trin ng nhng mt hng m cng ty s a ra th trng trong tng lai. Chnh sch v sn phm l nn tng ca chnh sch marketing hn hp, c xc nh da trn k hoch kinh doanh quy m ln hn dnh cho sn phm mi v chin lc marketing tng th cho mi sn phm ang c ca doanh nghip. Khi xem xt chnh sch sn phm, doanh nghip cn quan tm n nhng vn sau: Qun l cht lng tng hp: Vic nghin cu th trng v khch hng khng ch tr li cu hi khch hng cn g, cn bao nhiu, cn vo thi im no v kh nng thanh ton ca h ra sao, m cn phi bit h i hi mc cht lng nh th no, cht lng no c th cho h tho mn nht. Tuy nhin s i hi v cht lng ca khch hng l khng c gii hn, quyt nh mc nh lng thch ng cng ty phi nghin cu mc cht lng ca nhng sn phm cnh tranh thay th. T xc nh nhng yu cu cht lng vi thit k v nh hng qun l cht lng trong qu trnh ch to sn phm. Pht trin nhn hiu v bao b sn phm: + Vic la chn nhn hiu cho sn phm c ngha quan trng bo m thnh cng ca pht trin sn phm mi. Vic la chn nhn hiu phi bo m nhng yu cu ti thiu sau ( phi hm v li ch sn phm; cht lng; ph hp vi phong tc tp qun ca th trng tiu dng). Hin cng ty ang sp xp 4 nhn vin cho lnh vc nghin cu nhn hiu mi. + Quyt nh la chn bao gi sn phm: Bao b sn phm phi m bo thc hin ng thi bn chc nng: bo qun v bn hng ho, thng tin v hng ho, thm m, to nn s hp dn ca sn phm vi khch hng v chc nng thng mi. Nhng yu t ca mt nhn hng tt:Gi m mt ci g v c tnh ca sn phm chng hn nh li ch, gi tr s dng ca sn phm.Thng tin trn bao b phi ch

trng n vic bao b phi d pht m, nh vn, d nh; gip cho khch hng d phn bit vi cc nhn hng khc + Qui cch ng gi: ng gi theo tiu chun ca cng ty ra c chc nng sau: chc nng bo v; thm m; chi ph hp l; d m Cng ty ang sp xp 1 phng ban gm 8 nhn vin c nhim v nghin cu v sn phm mi ny b. V chnh sch gi ( Price): xc nh ng c s gi cho sn phm da trn nh mc nguyn liu to nn thnh phm, k c vic kho st cc sn phm ca cc i th trn th trng Ngy nay, gi c khng phi l yu t cnh tranh hng u nhng vn lun c coi l yu t cnh tranh quan trng trong vic thu ht khch hng c bit l nhng th trng m thu nhp ca dn c cn thp. Trong vic pht trin sn phm mi cng ty phi c chnh sch gi thch hp to cho sn phm c ch ng vng chc trn th trng. Trong chnh sch gi i vi sn phm mi, cng ty ang theo ui nhng mc tiu c bn sau y: * tn ti (gi cao hn chi ph) * ti a ho li nhun trc mt * tng th phn * thu hi vn nhanh * dn u v cht lng Hin ti cc nh sn xut s dng 2 chnh sch gi cho sn phm mi khi thm nhp vo th trng: chnh sch gi ht vng ( skimming) v chnh sch gi thm nhp th trng ( penetration). Hin ti, cng ty Nestle Vit Nam ang s dng chnh sch gi ht vn cho sn phm mi. C th: - Chnh sch gi ht vng th trng (Market-Skimming Pricing): ht vng th trng lin quan n vic nh gi cao so vi gi th trng. Chnh sch ny c bit thch hp vi cc sn phm mi v: * Trong giai on u ca chu k sng ca mt sn phm, gi c khng phi l yu t quan trng nht; * Th trng s c phn nh theo thu nhp nh gi cao; * N c th l mt yu t bo v mt khi gi c xc nh sai;

* Gi cao ban u s hn ch nhu cu mc sn xut ban u ca doanh nghip - V chit khu v hoa hng: Hin ti cng ty p dng mc chit khu cho nhng n hng ln. C th vi nhng n hng cao hn mc trung binh ca cng ty ra th cng ty p dng mc chit khu theo ha n thanh ton ca mi n t hng. c. V chnh sch phn phi ( placement): chn la v qun l cc knh thng mi sn phm chim lnh c th trng mc tiu ng thi im v pht trin h thng logistics v vn chuyn sn phm: i vi chnh sch ny th cng ty phn phi sn phm n ngi tiu dng thng qua cc nh phn phi trung gian, i l bn s, l. Mng li bn hng l tp hp cc knh vi s tham gia ca cc ch th khc nhau c sc mnh v uy tn khc nhau a hng ho t doanh nghip sn xut n cc khch hng mt cch thnh cng.Vic thit k v qun l cc knh bn hng ho mi ca doanh nghip phi bo m cc yu cu c bn sau y: * Ph hp vi tnh cht ca sn phm. * To iu kin thun li nht cho khch hng trong vic tip cn v tm mua sn phm mt cch d dng. * Xem xt knh phn phi ca i th cnh tranh. * Cc knh phn phi cn m bo tng doanh s bn ca cng ty v thit lp mi quan h bn vng vi cc trung gian. Th no l mt i l ca nh sn xut? l mt hng bn bun trung gian bn mt phn hoc tt c dng sn phm ca doanh nghip mt vng lnh th nh trc. Mt i l ca nh sn xut rt c ch trong ba tnh hung di y: Mt doanh nghip nh vi mt s loi sn phm nht nh v khng c lc lng bn hng. Nh vy, i l l ngi m nhim cng tc bn hng. Mt doanh nghip mun thm mt sn phm hon ton mi hoc c th khng c lin quan vo dng sn phm sn c ca mnh. Nhng i ng bn hng ca doanh nghip cha c kinh nghim i vi sn phm mi hoc i vi mt phn th trng mi. Phn phi sn phm mi ny c th giao cho i l m trch. Mt doanh nghip mun thm nhp vo mt th trng mi nhng i ng bn hng ca h cha pht trin c th m nhim. Doanh nghip c th s dng mt nh i l quen thuc vi mng th trng . C ba loi knh phn phi chnh:

 Phn phi c quyn; phn phi c chn lc; v phn phi rng ri. Hin ti cng ty p dng 2 hnh thc phn phi c chn lc v phn phi rng ri ( Nh phn 2; H thng knh tiu th ca cng ty) ni phn trn. Phn phi c chn lc: l phng thc trong s doanh nghip sn xut nhiu hn s nh phn phi v doanh nghip sn xut khng tn nhiu chi ph kim sot cc a im bn hng. Phn phi rng ri: doanh nghip s tm nhiu a im bn hng to thun li cho khch hng tm kim sn phm nhng s mt kh nng kim sot h thng bn hng. d. Chnh sch xc tin bn hng ( promotion): Khi mt sn phm mi c gii thiu trn th trng, mc tiu chnh ca chnh sch truyn thng v xc tin bn hng l: Thng bo vi khch hng tim nng rng hin nay c mt sn phm mi, sn phm mi c s dng th no v nhng li ch ca sn phm mi.Thng qua cc hnh thc: + Qung co: u im: * H tr hot ng bn hng trc tip: Thu ht nhng khch hng m i ng bn hng cha th tip th c * Ci thin mi quan h vi cc nh bn bun: Thm nhp vo mt th trng (a l) mi hay thu ht mt phn on th trng mi * Gii thiu sn phm mi * M rng kh nng s dng ca mt sn phm * Tng doanh s bn hng cng nghip * Chng li cc sn phm thay th * Xy dng thin ch ca cng chng i vi doanh nghip + H tr bn hng: Hy xem xt hai chnh sch sau: Chnh sch "ko": Chnh sch ny c s dng khi mc tiu ca doanh nghip l tng lng bn v i hi phi thm nhp vo mt th trng mi. khuyn khch khch hng dng th sn phm mi v thuyt phc h khng dng cc sn phm khc, doanh nghip c th s dng cc bin php nh coupon, chit khu thanh ton, pht hng th, v cc loi tin thng.

Chnh sch "y": Chnh sch ny gp phn h tr hot ng bn l v thin ch ca cc i l. Cc hot ng h tr trong chnh sch ny c th l o to cho i ng bn hng ca nh i l bn l, trnh by cc im bn hng, v tr cp qung co. Ti liu qung co: u im: * Chi ph thp hn qung co v bn trc tip * em n cho khch hng mt ni dung qung co ng tin cy hn so vi qung co trn cc phng tin truyn thngo Thu ht c s ch ca nhiu ngi hn * Khch hng c th c c nhiu thng tin hn * ng lc hn + Quan h i ngoi: Nhng hot ng ny c t chc nhm xy dng v pht trin mt hnh nh hay mt mi quan h tt p gia doanh nghip v cng chng - khch hng, nhng nhn vin, c quan a phng v chnh ph. Cc phng tin truyn thng c th s dng trong cc chin dch qung co: * Bo ch * V tuyn truyn hnh * Th trc tip * Truyn thanh * Tp ch * Qung co ngoi tri 4 Nhng kh khn trong chnh sch marketing sn phm mi ca cng ty Nestle Vit Nam: 4.1. Chi ph thi gian: Cng ty hin phi tn rt nhiu thi gian cho cc hot ng lien quan n vic tung sn phm mi ra th trng: + Thi gian cho cc nhn vin thit k c tng v sn phm mi: nhn hiu, qui cch ng gi, bao bcha k n vic ng gi phi theo 1 chuyn do cng nhn m nhim. + Thi gian dnh cho nhn vin x l s liu, tnh nh mc mi sn phm a ra gi thnh sn phm; nh mc s da trn lng nguyn liu sn xut ra 1 sn phm. + Thi gian ln k hoch qung co sn phm mi 4.2. Chi ph v nhn lc.

Ngoi vic tn km v thi gian, cng ty hin ti cn h tr khong 30 nhn vin cho k hoch marketing sn phm mi t cng on a ra tng sn phm mi; tnh ga thnh sn phm; n vic ln k hoch, tng qung co ngoi tri

5. Cc gii php qun l chi ph lien quan n vic s dng chnh sch marketing cho sn phm mi ca cng ty Nestle VitNam Nhng nm 1920, thi k bng n cng nghip, khi nim qun tr hc bt u xut hin, hnh thnh v pht trin. n nhng nm 50, bt u bc vo thi k pht trin ca cng ngh thng tin. T y hnh thnh nn s kt hp gia QTH & CNTT. V khi nim HTTTQT ra i. Qua thi gian pht trin, ngi ta nhn thy c kh nng h tr c lc ca vic qun tr bng h thng thng tin v bt u p dng rng ri trong cc lnh vc hot ng trong x hi, c bit l lnh vc kinh t. Cng ty Nestle Vit Nam cng thy c tm quan trng ca h thng thng tin qun tr i vi hot ng sn xut; v a ra cc mc tiu c th t c nu s dng h thng thng tin qun tr vo cc hat ng a ra sn phm mi c th gim c cc chi ph lien quan. 5.1. Mc tiu ca gii php: - Thit lp HTTTQT trong ton h thng nhm kim sot c cc chi ph pht sinh HTTTQT phi c thit lp cht ch nh sau: Nh Qan tr TP. Marketing nhn vin thc hin

Cc b phn lien quan V mc tiu lu di: Cng ty mong mun nng cao c li th cnh tranh, tng cng hiu qu kinh doanh: