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1 B GIO DC V O TO I HC NNG

Cng trnh c hon thnh ti


I HC NNG

Ngi hng dn khoa hc: TS. NGUYN XUN LN

HONG TH THU THY

Phn bin 1: TS. TRNG S QU

CHIN LC MARKETING DNG XE SEDAN CA NH MY SN XUT V LP RP XE T CHU LAI- TRNG HI


Chuyn ngnh: Qun tr kinh doanh M s : 60.34.05

Phn bin 2: GS. TSKH. LNG XUN QU

Lun vn c bo v ti Hi ng chm Lun vn tt nghip Thc s Qun tr kinh doanh hp ti i hc Nng vo ngy 16 thng 01 nm 2012

TM TT LUN VN THC S QUN TR KINH DOANH

* C th tm hiu lun vn ti : - Trung tm thng tin - Hc liu, i hc Nng - Th vin trng i hc Kinh t, i hc Nng. Nng, Nm 2011

1 PHN M U 1. Tnh cp thit ca ti Trong xu th hi nhp v ton cu ha, cc doanh nghip phi i mt vi s thay i nhanh chng ca khoa hc, cng ngh v k thut; hng ha sn xut ngy a dng, tnh hnh cnh tranh gia cc doanh nghip trong nc v quc t cng gay gt v khc lit. tn ti v pht trin, doanh nghip phi thc s tha mn v lm vui lng khch hng ca mnh. Trong hon cnh cng tc chin lc cng c ngha quan trng nhm nh hng mc tiu kinh doanh, m bo pht trin ng hng v hiu qu trong mi trng kinh doanh y bin ng. V vy, vai tr marketing i vi hot ng kinh doanh ca doanh nghip l v cng quan trng . Nhn thy rng s tn ti v pht trin ca doanh nghip ph thuc trc ht vo s ng n ca chin lc Marketing ra. Nh c xy dng chin lc Marketing m doanh nghip thy r mc ch v hng i trong hot ng kinh doanh, thy c mun vn c hi tm n nhng cng y cm by ri ro. V qua doanh nghip c nhng bin php nht nh cng nh s dng hiu qu ngun lc ca mnh pht trin doanh nghip. Xut pht t l do , em quyt nh chn ti: Chin lc marketing cho dng xe sedan ca nh my sn xut v lp rp t Chu Lai-Trng Hi lm lun vn tt nghip ca mnh. 2. Mc tiu nghin cu Thng qua nghin cu l lun v marketing, thc tin hot ng marketing cho dng xe sedan c lp rp ti Nh my sn xut v lp rp t Chu Lai- Trng Hi thi gian qua hoch nh chin lc marketing cho dng xe sedan trong thi gian ti.

2 3. i tng- Phm vi nghin cu - i tng nghin cu: Cc hot ng marketing v dng xe sedan c lp rp ti nh my sn xut- lp rp t Chu Lai- Trng Hi. - Phm vi nghin cu: Cc hot ng marketing v dng xe sedan c lp rp ti nh my SX& LR t Chu Lai- Trng Hi, vi mc thi gian kho st, nh gi l giai on t 2008-2010. 4. Phng php nghin cu - Phng php h thng ha, phn tch cc ti liu sn c. - Phng php iu tra. - Phng php phn tch thng k. - Phng php so snh, tng hp v phng php chuyn gia. 5. ngha khoa hc v thc tin, gii hn ca lun vn - ngha khoa hc: Lun vn h thng ha cc kin thc v xy dng chin lc marketing trong doanh nghip. - ngha thc tin: Lun vn xy dng c chin lc marketing v dng xe Sedan c lp rp ti nh my sn xut v lp rp t Chu Lai- Trng Hi. Qua , gip nh my nhn thc ng tm quan trng ca vic trin khai chin lc marketing trong vic thc thi chin lc kinh doanh ca mnh nhm nng cao nng lc cnh tranh v mang li hiu qu cho Trng Hi trong thi gian ti. 6. B cc ca lun vn Ngoi phn m u, kt lun, ph lc v ti liu tham kho, lun vn gm 3 chng: - Chng 1: Nhng vn l lun v hoch nh chin lc marketing.

3 - Chng 2: Thc trng hot ng kinh doanh v vic xy dng chin lc marketing cho dng xe Sedan ti nh my sn xut lp rp t Chu LaiTrng Hi. - Chng 3: Chin lc marketing cho dng xe Sedan ti nh my sn xut v lp rp t Chu Lai- Trng Hi. CHNG 1 NHNG VN L LUN V HOCH NH CHIN LC MARKETING 1.1. TNG QUAN V CHIN LC 1.1.1. Khi nim Chin lc Chandler nh ngha chin lc nh sau: Chin lc l vic xc nh cc mc tiu, mc ch c bn di hn ca doanh nghip v vic p dng mt chui cc hnh ng cng nh s phn b cc ngun lc cn thit thc hin mc tiu ny [3] Quinn a ra nh ngha c tnh khi qut hn: Chin lc l m thc hay k hoch tch hp cc mc tiu chnh yu, cc chnh sch, v chui hnh ng vo mt tng th c c kt mt cch cht ch. [3] Sau Johnson v Scholes nh ngha li chin lc trong iu kin mi trng c nhiu thay i: Chin lc l nh hng v phm vi ca mt t chc v di hn nhm ginh li th cnh tranh cho t chc thng qua vic nh dng cc ngun lc ca n trong mi trng thay i, p ng nhu cu th trng v tha mn mong i ca cc bn hu quan [3] Theo Michael Porter: Chin lc l ngh thut xy dng cc li th cnh tranh vng chc phng th [3]

4 1.1.2. H thng chin lc trong cng ty 1.1.2.1. Cc cp chin lc trong cng ty a. Chin lc cp cng ty b. Chin lc cp n v kinh doanh (cp SBU) c. Chin lc cp chc nng 1.1.2.2. Cc loi chin lc cp n v kinh doanh a. Chin lc dn o chi ph b. Chin lc to s khc bit c. Chin lc tp trung 1.2. CHIN LC MARKETING 1.2.1. Khi nim marketing Theo Philip Kotler: Marketing l mt qu trnh qun l mang tnh x hi, nh m cc c nhn v tp th c c nhng gi tr h cn v mong mun thng qua vic to ra, cho bn v trao i nhng sn phm c gi tr vi nhng ngi khc. [10] 1.2.2. Khi nim chin lc marketing: Chin lc marketing l s l lun (logic) marketing nh mt n v kinh doanh hy vng t c cc mc tiu marketing ca mnh. 1.2.3. Vai tr ca chin lc marketing: Gip doanh nghip tm kim nhng thng tin hu ch v th trng, c iu kin m rng th trng v tng quy m kinh doanh. 1.2.4. Quan im v vic i mi trong chin lc marketing Chin lc marketing phi to ra s khc bit so vi i th cnh tranh, trn c s s dng nhng li th lm tha mn nhu cu ca khch hng tt hn so vi i th cnh tranh trong nhng phn on

5 chn. to c li th thng qua chin lc marketing, doanh nghip c th s dng mt trong bn cch sau y: 1.2.4.1. t c s vt tri v hiu qu 1.2.4.2. t c cht lng vt tri 1.2.4.3. t c s ci tin vt tri 1.2.4.4. t c s p ng khch hng vt tri 1.3. TIN TRNH HOCH NH CHIN LC MARKETING 1.3.1. Phn tch mi trng marketing 1.3.1.1. Phn tch mi trng bn ngoi a. Mi trng v m bao gm: Mi trng dn s hc, mi trng kinh t , mi trng chnh tr v php lut, mi trng vn hax hi, mi trng cng ngh, mi trng ton cu ha b. Phn tch ngnh v cnh tranh: Theo Michael Porter c nm lc lng nh hng cnh tranh trong phm vi ngnh. 1.3.1.2. Mi trng bn trong a. Phn tch ngun lc: Bao gm ngun lc hu hnh v ngun lc v hnh. b. Phn tch kh nng tim tng: L kh nng m cng ty s dng cc ngun lc c tch hp mt cch c mc ch t c mt trng thi mc tiu mong mun. c. Xc nh nng lc ct li: Cc nng lc ct li (to s khc bit) ca mt t chc sinh ra t hai ngun, l: cc ngun lc v kh nng tim tng ca n. 1.3.3. Chin lc xc nh gi tr

6 1.3.2. Nhn thc c hi- thch thc, im mnh- im yu 1.3.3.1. Tin trnh sng to gi tr cho khch hng: gm 3 bc la chn gi tr, cung ng gi tr, truyn thng gi tr. 1.3.3.2. Phn on th trng Cc tiu thc phn on th trng: Phn on th trng theo tiu thc a l, phn on th trng theo c im nhn khu hc, phn on th trng theo nguyn tc tm l hc, phn on th trng theo hnh vi tiu dng, phn on th trng theo mc ch s dng. 1.3.3.3. nh gi cc phn on th trng - Quy m v mc tng trng ca tng phn on th trng - Mc hp dn v c cu ca phn on th trng - Mc tiu v ngun lc ca cng ty 1.3.3.4. La chn th trng mc tiu C nm cch xem xt la chn th trng mc tiu l: tp trung va mt phn on th trng, chuyn mn ha c chn lc, chuyn mn ha sn phm, chuyn mn ha th trng v phc v ton b th trng. 1.3.3.5. nh v trn th trng mc tiu: nh v thc cht l nhng hnh ng nhm hnh thnh t th cnh tranh cho sn phm ca DN. 1.3.4. Chin lc marketing nh hng gi tr Ngha l xc nh gi tr m khch hng mong mun, cung cp chng bng mi cch, truyn thng ti khch hng v chuyn giao gi tr ti khch hng.

7 1.3.4.1. Chin lc sng to gi tr a. Sng to gi tr da trn sn phm - Gi tr ct li ca sn phm: Gi tr ct li l l do chnh m khch hng quyt nh mua sn phm ca doanh nghip. - Gi tr cng thm: Nhm to ra s khc bit v sn phm v thc y ngi tiu dng la chn nhn hiu ca doanh nghip. - Gi tr khc bit: Lm sao cho chng duy nht hoc c v th cao hn i th cnh tranh. b. Sng to gi tr da trn gi c: Vic nh gi cho sn phm dch v ca cng ty mc no s lin quan ti vic nh v hnh nh ca cng ty trong tm tr khch hng. c. Sng to gi tr da trn con ngi: Pht trin nhn vin trung thnh, trao quyn v ng vin: 1.3.4.2. Chin lc phn phi v chia s gi tr a. Vai tr- chc nng ca knh phn phi b. T chc v hot ng ca knh phn phi Chnh sch phn phi c quyn, chnh sch phn phi c chn lc, chnh sch phn phi rng ri. 1.3.4.3. Chin lc truyn thng gi tr a. Xc nh mc tiu truyn thng: Khi xc nh c cng chng mc tiu v nhng c im ca n, ngi truyn thng marketing phi quyt nh v nhng phn ng p li mong mun ca cng chng v bit cch lm th no a cng chng mc tiu ln trng thi sn sng mua cao hn. b. Quy trnh truyn thng:

Quy trnh truyn thng bao gm vic xc nh cng chng mc tiu v phi hp tt chng trnh truyn thng c ng nhm nhn c nhng p ng nh mong mun t cng chng. c. H thng truyn thng marketing: Truyn thng thng qua qung co, khuyn mi, bn hng trc tip, marketing trc tip, quan h cng chng CHNG 2: THC TRNG HOT NG KINH DOANH V VIC XY DNG CHIN LC MARKETING CHO DNG XE SEDAN C SN XUT TI NH MY SN XUT V LP RP T CHU LAI- TRNG HI 2.1. KHI QUT V NH MY SN XUT V LP RP T CHU LAI- TRNG HI 2.1.1. Qu trnh hnh thnh v pht trin Nm 2003, cng vi quyt nh thnh lp khu kinh t m Chu Lai- Qung Nam, tp on Trng Hi mnh dn u t, pht trin nh my sn xut v lp rp t hin i mang tn CHU LAITRNG HI vi s vn u t 600 t ng, trn din tch gn 38 ha. n cui nm 2004, Cng ty xy dng xong v a vo hot ng Nh my sn xut v lp rp t Chu Lai-Trng Hi vi cc dng xe ti, xe bus Nm 2007, Cng ty quyt nh u t thm 650 t ng m nh my sn xut v lp rp cc loi xe du lch KIA ti KKTM Chu Lai vi din tch 30 ha.

9 2.1.2. Lnh vc hot ng: Sn xut v lp rp xe t, sa cha, bo tr, bn ph tng xe. 2.1.3. C cu t chc b my 2.2. TNH HNH HOT NG KINH DOANH V DNG XE SEDAN C LP RP TI NH MY SN XUT V LP RP T CHU LAI- TRNG HI 2.2.1. Tnh hnh tiu th cc mt hng xe sedan c lp rp ti nh my sn xut v lp rp t Chu Lai- Trng Hi Tng sn lng cc sn phm xe sedan c xu hng tng mnh qua cc nm. New Morning chim t trng cao nht. New Carens v Cerato/Forte mi c trin khai lp rp nm 2009 nhng c ng gp ng k vo doanh thu. 2.2.2. Th trng tiu th Cc sn phm sedan ca Trng Hi c mt khp cc min Bc, min Trung- Ty Nguyn, min Nam v cc tnh thnh ca c nc. 2.2.3. Kt qu hot ng kinh doanh Kt qu kinh doanh kh cao v lin tc tng qua cc nm. 2.2.4. Th phn ca cc hng xe t ti th trng Vit Nam Trn th trng Vit Nam c s gp mt ca rt nhiu doanh nghip t c khch hng tin tng v la chn: Toyota, GM Daewoo, Ford, Honda, Mercedes, VinaxukiTrong , v tr dn u l Toyota, k n l Trng Hi.

10 2.3. THC TRNG HOT NG MARKETING DNG XE SEDAN TI NH MY SN XUT V LP RP T CHU LAI- TRNG HI 2.3.1. Chin lc hp tc Thaco & Kia- Hng ti tng lai bn vng Hp ng hp tc chin lc lp rp v phn phi c quyn dng xe du lch Kia ti Vit Nam gia Kia v Thaco c k kt 04/04/2007, giai on u l thi hn 10 nm. - Tp on Huyndai Kia la chn i tc l Trng Hi gip tp on to ra v tr mi ti th trng Vit Nam. - Tp on Thaco hp tc vi Huyndai Kia vi mc ch tham gia vo chui gi tr ton cu ca cc tp on t ln tranh th khoa hc k thut, cng ngh v kinh nghim sn xut, 2.3.2. Cc hot ng trin khai chnh sch marketing 2.3.2.1. Hot ng nghin cu th trng Cng tc nghin cu th trng do phng K hoch thu mua ca cng ty m nhn. Cng ty cha c mt b phn chuyn thc hin cng tc ny. 2.3.2.2. Cng tc xy dng chin lc marketing Chin lc marketing ch c cp trong mt phn k hoch sn xut kinh doanh chung, m cha c mt chin lc marketing chuyn bit c xy dng cht ch v khoa hc. 2.3.3. Cc phn on th trng v th trng mc tiu - Theo tiu thc v v tr a l c chia thnh 3 vng: min Bc, Min Trung- Ty Nguyn, Min Nam. - Theo mc ch s dng: khch hng c nhn, v khch hng t chc.

11 2.3.4. nh v sn phm Hng nh v sn phm Thaco-Kia do Trng Hi trc tip lp rp v phn phi l nhng sn phm c cht lng, gi c hp l, ph hp vi iu kin h tng v kh hu ca Vit Nam, hng n tng lp khch hng c thu nhp trung bnh cao. 2.3.5. Cc chnh sch marketing 2.3.5.1. Chnh sch sn phm a. Danh mc v cht lng sn phm: Cc dng sn phm sedan c lp rp v sn xut ti nh my SX&LR t Chu LaiTrng Hi bao gm: New Morning, New Carens, Cerato Forte. b. Mu m, bao b sn phm: Sn phm xe SX&LR trong nc mang nhn hiu Thaco-Kia c s ci tin hn, mu m rt a dng, mu sc phong ph c thit k tinh t v nh gn, h thng khung sn chc chn v kh nng chu va chm tt, nc sn bn, mang li cm gic an ton v n nh, kh nng tit kim nhin liu cao. c. Cng tc nghin cu ci tin sn phm: Chi ph cho R&D thp: Khi Kia tung sn phm mi, Trng Hi s nhp nguyn chic a v VN thm d th trng, t c k hoch iu chnh dy chuyn sn xut ph hp v ch trng ci tin cch thc vn hnh qu trnh sn xut, p ng nhng n t hng theo yu cu ca khch hng. d. Dch v h tr khch hng: Trng Hi c nhng chnh sch thc y hot ng bn hng nhm thc y doanh s bn hng, to du n tt v thng hiu Thaco trn bng xp hng VAMA. 2.3.5.2. Chnh sch gi a. Cn c nh gi

12 Trong chin lc kinh doanh ca mnh, Trng Hi ch trng vo tng lp trung lu. Dng xe sedan ca Trng Hi l dng xe bc trung, gi c ph hp, bn s lng ln. Trng Hi thc hin vic nh gi sn phm theo nguyn tc cng thm mc li nhun vo gi thnh sn xut trn c s c tnh n cc yu t tc ng t th trng. b. Quy trnh iu chnh gi bn + i vi cc i l: p dng mc chit khu 10%- 20% trn tng doanh thu ty thuc vo loi sn phm, thanh ton 30% khi nhn hng, thanh ton 70% cn li vo cui thng v Trng Hi chu ton b chi ph vn chuyn v chi ph bc d hng. + i vi khch hng ln m Trng Hi phn phi trc tip th ty thuc vo doanh s, chi ph vn chuyn v mc cnh tranh m Trng Hi s c nhng chnh sch chit khu ph hp. 2.3.5.3. Chnh sch phn phi a. T chc knh phn phi H thng knh phn phi ca Thaco tng i rng t 3 min Bc, Trung- Ty Nguyn v Nam. Thaco c 28 cng ty con, ang s hu 24 showroom trc thuc v 45 i l trn ton quc b. Qun tr knh phn phi Trng Hi m 3 chi nhnh min Bc, Trung v Nam v qun l chi nhnh theo ch tiu k hoch kinh doanh c xy dng u nm, trong qu trnh kinh doanh nu c s bin ng ln ca th trng th s c k hoch b sung. c. nh gi cc thnh vin trong knh

13 Cc thnh vin c nh gi theo k hoch thng v theo nm c giao, trong 2 ch tiu quan trng nht l sn lng tiu th v cng n. 2.3.5.4. Chnh sch truyn thng c ng bao gm: Qung co, khuyn mi, bn hng trc tip, marketing trc tip, quan h cng chng, ngn sch xc tin CHNG 3 CHIN LC MARKETING NH HNG GI TR CHO DNG XE SEDAN C SN XUT TI NH MY SN XUT- LP RP T CHU LAI - TRNG HI 3.1. NHNG TIN XY DNG CHIN LC 3.1.1. Tm nhn- S mnh 3.1.2. Mc tiu kinh doanh 3.1.3. Phn tch mi trng kinh doanh ca Cng ty 3.1.3.1. Mi trng bn ngoi a. Mi trng v m: mi trng kinh t, mi trng chnh tr- Php lut, mi trng cng ngh, mi trng vn ha- x hi, mi trng nhn khu hc, mi trng ton cu ha b. Phn tch ngnh cng nghip t Vit Nam qua m hnh 5 lc lng cnh tranh ca Michael Porter
NNG LC THNG LNG CA NH CUNG CP e da l rt thp Trng Hi l i tc tin cy ca Kia Motor v cng ty Goodyear International

14
NGUY C CA CC I TH CNH TRANH TIM TNG Ro cn nhp cuc tng i cao, v n t: - Cc doanh nghip trong nc. - Cc doanh nghip t nc ngoi

CNH TRANH GIA CC DOANH NGHIP C MT TRN TH TRNG - Th trng ang c m rng. - Hin c khong 14 lin doanh t. - Cnh tranh gay gt v gii hn trong s t 4 n 5 thng hiu t. - Ro cn ri ngnh i vi ngnh cng nghip t du lch l rt thp

- Cc sn phm thay th c th: xe but, xe my, i tu, my bay - Khng c e da ln t cc sn phm thay th E DA CA SN PHM THAY TH

NNG LC THNG LNG CA NGI MUA

Nh vy, c th kt lun, ngnh cng nghip t l mt ngnh cha thc s hp dn. 2.4.1.2. Mi trng bn trong a. Ngun nhn lc: Lao ng c s gia tng do m rng quy m sn xut, lao ng nam chim trn 70% trn tng s lao ng, lao ng c trnh ngy cng gia tng. Ch chnh sch cho ngi lao ng lun c quan tm ng mc. b. Ti chnh: Tim lc v ti chnh ca Trng Hi l kh mnh.

15 c. Cng ngh sn xut: Sn phm c SX trn quy trnh cng ngh v h thng my mc thit b k thut theo tiu chun ca tp on Hyundai-Kia (tiu chun k thut kht khe ca Chu u) c gim st bi cc chuyn gia n t tp on Kia. d. C s vt cht: Thaco u t ln, bi bn, h thng ngang nga vi cc nh my t du lch ca cc hng ln ti Vit Nam. e. Kh nng tim tng: Cc kh nng tim tng ca cng ty bao gm cc yu t sau: Cng ngh, kh nng ci tin, h thng phn phi, cc mi quan h mt thit vi khch hng, danh ting v ngun lc. f. Nng lc ct li: Trng Hi thnh cng trong vic to dng li th cnh tranh trn c s hiu qu vt tri thng qua cc chin lc chc nng: Chin lc sn xut, chin lc Marketing, chin lc qun tr vt liu, chin lc nghin cu v pht trin (R &D), chin lc ngun nhn lc, mi quan h gia cc chin lc chc nng 3.1.4. Nhn thc c hi thch thc, im mnh v im yu 3.1.4.1. C hi V v tr chin lc: Nm v tr chin lc gm ng b, ng hng khng, ng bin. V c s h tng kinh t x hi: c cu pht trin trong KKTM Chu Lai kh ton din. V c ch chnh sch: KKTM xy dng cc c ch, chnh sch thu ht u t. 3.1.4.2. Thch thc Vic thuyt phc ngi Vit dng t Vit khng h d dng, s cnh tranh vi cc lin doanh tn tui l mt kh khn, dng xe Kia mi thm nhp vo th trng VN, cn mi m i vi khch hng, KKTM cn yu km. 3.1.4.3. im mnh

16 Chu Lai vn cn nhng nt tht kh khn cn tho g, c s h tng ti VN

C h thng dch v vn ti bin c u t bi bn ch ng trong vic vn chuyn nhp thit b v cung cp sn phm cho th trng, sn phm xe KIA c ting trn th trng, t du lch Kia c cht lng cao, gi thnh ph hp vi thu nhp ca tng lp trung bnh kh ti VN, h thng phn phi rng khp v dch v chm sc khch hng, kh nng ti chnh mnh, i ng lnh o c kinh nghim, i ng nhn vin nng ng, nhit tnh, th phn ca Thaco ngy cng tng v chim v tr th 2 ch sau Toyota. 3.1.4.4. im yu Sn phm xe du lch Thaco Kia cn kh mi m vi ngi tiu dng VN, c s vt cht k thut cha tht s hon ho, sn phm l hng ha cng knh, chi ph vn chuyn cn cao, b phn marketing cha c ch trng ng mc, a s nhn vin l lc lng nhn vin tr, cha c y kinh nghim. 3.2. CHIN LC XC NH GI TR 3.2.1. o lng v d bo nhu cu th trng: Theo thng k, Vit Nam ang giai on trc t ha. Sau nm 2020, s l thi k th trng t du lch s bng n. 3.2.2. Phn on th trng 3.2.2.1. Phn on th trng theo v tr a l: Theo tiu thc ny c th phn chia th trng thnh min Bc, min Trung - Ty Nguyn v min Nam.

17 3.2.2.2. Phn on th trng theo mc ch s dng: Khch hng c nhn, khch hng cng nghip. 3.2.3. nh gi mc hp dn ca cc phn on 3.2.3.1. nh gi phn on theo yu t a l * nh gi cc phn on theo tiu thc a l YU T Quy m v mc tng trng Mc hp dn v c cu im Trng s (0,3) im Trng s (0,3) M.B c 2 0,6 2 0,6 2 0,8 2,0 M.TrungT.Nguyn 1 0,3 3 0,9 1 0,4 1,6 M.Nam 3 0,9 1 0,3 3 1,2 2,4 Quy m v mc tng trng Mc hp dn v c cu Mc tiu v ngun lc ca DN im Trng s (0,3) im Trng s (0,3) im Trng s (0,4) TNG YU T Morning Carens Cerato Forte Tng Sn phm

18 Bng 3. 2. Thng k mi quan tm khch hng v xe du lch Thaco-Kia Khch hng (%) Nam 5,88 8,82 36,76 100 N 41,18 2,95 4,41 31-50 18-30 > 31 tui Thu Nhp (Triu ng/thng) 5-10 10-15 10-15

Bng 3.3: nh gi phn on theo tiu thc gii tnh, tui N Thanh nin (18-30) 2 0,6 1 0,3 2 0,8 1,7 Trung nin (31-50) 3 0,9 2 0.6 3 1,2 2,7 Cao nin (51 tr ln) 1 0,3 3 0.9 1 0,4 1,6

Mc tiu v ngun im lc ca DN TNG Trng s (0,4)

Trong di hn s l th trng ton quc, tuy nhin trc mt th trng ch yu ca Trng Hi hin nay l th trng min Bc v min Nam 3.2.3.2. nh gi phn on theo mc ch mua Bng 3.1. Thng k nhu cu khch hng mua xe sedan Thaco- Kia Khch hng Khch hng c nhn Khch hng t chc Tng S lng (Ngi) 52 16 68 T l (%) 76,47 23,53 100

Da trn bng thng k v nh gi ta c th chn th trng mc tiu l nhng ph n tui trung nin. - nh gi theo tiu thc thu nhp (i vi sn phm New Carens v Cerato Forte) Bng 3.4: nh gi cc phn on theo tiu thc thu nhp

V vy, trong chin lc kinh doanh ca mnh Trng Hi nn gia tng n lc bn hng c nhn.

19 YU T Quy m v mc tng trng Mc hp dn v c cu Mc tiu v ngun lc DN im Trng s (0,3) im Trng s (0,3) im Trng s (0,4) TNG Thu nhp Cao 2 0,6 3 0,9 2 0,8 2,3 Kh 4 1,2 1 0,3 4 1,6 3,1 Trung bnh 3 0,9 2 0,6 3 1,2 2,7 Thp 1 0,3 4 1,2 1 0,4 1,9

20

+ Khch hng t chc m i din l c nhn: Hnh vi mua xe ca i tng ny cng tng t nh khch hng mua xe c nhn. + Khch hng t chc mua phc v hot ng kinh doanh: H quan tm rt nhiu n gi c, tnh a dng ca sn phm, n nh v tnh kinh t ca sn phm, cc chnh sch bn hng ca cng ty.
3.2.4.3. nh v sn phm Thaco- Kia so vi i th cnh tranh: - Ford: chin lc chi ph thp. - GM- Deawoo: nhm cc khc th trng thu nhp khc nhau. - Cng ty Nht: cht lng, tit kim nhin liu, tin cy. - Lin doanh t Ha Bnh: lp rp cc mu xe bn ti v l nh phn phi cho cc sn phm ca cc cng ty t khc. - Hyundai vn dng mt cch nhanh chng v c hiu qu chin lc a dng v hin i ha cc dng sn phm. 3.2.4.4. Xc nh chin lc nh v cho sn phm xe du lch sedan Chin lc nh v hp l dng sn phm xe sedan vn l chin lc gi hp l v khc bit ha trong dch v km theo. Bn cnh , cn phi quan tm n vic to gi tr ring bit p ng cho nhu cu ca tng loi sn phm khc nhau: Morning, Carens, Cerato-Forte. 3.3. THIT K CHIN LC MARKETING NH HNG GI TR 3.3.1. Chin lc sng to gi tr 3.3.1.1. Sng to gi tr da trn sn phm

Th trng mc tiu ca New Carens v Cerato Forte l nhng ngi c mc thu nhp trung bnh v kh tr ln. 3.2.4. nh v sn phm 3.2.4.1. Xc nh li th cnh tranh: Li th cnh tranh hin ti: B quyt cng ngh, kh nng ci tin, h thng phn phi, cc mi quan h mt thit vi khch hng, ngun lc. 3.2.4.2. Xc nh nhng yu t to gi tr cho khch hng:

- Khch hng c nhn: quan tm nhiu n gi c, kiu dng, mu m, tnh n nh v kinh t ca sn phm, cht lng sn phm. Ngoi ra, h cn quan tm n thng hiu v ng cp ca sn phm v cc dch v chm sc khch hng ca cng ty khi mua xe. - Khch hng t chc:

21 a. Thng qua gi tr ct li: m bo phng tin giao thng thit yu, an ton trong sinh hot hng ngy, tin ch trong kinh doanh. b. Thng qua gi tr cng thm: Tp trung cc dch v chm sc khch hng. c. Thng qua gi tr khc bit: v thit k, v cng ngh to nn s c o trong sn phm v dch v tt. Tuy nhin, cn tp trung gia tng thm cc gi tr v cc sn phm cho KH, c th: - Sn phm Morning. - Sn phm Carens. - Sn phm Cerato- Forte 3.3.1.2. Sng to gi tr da trn con ngi: Tp trung vo cng tc nhn s mt cch nghim tc v hiu qu, vn hnh B my qun tr theo cu trc mi. 3.3.1.3. Sng to gi tr da trn gi c: Ch trng vo nhng dng xe bc trung, gi c ph hp, nhm vo tng lp c thu nhp trung bnh cao ca VN. C gng duy tr gi bn hin ti. 3.3.2. Chin lc phn phi v chia s gi tr 3.3.2.1. Chin lc phn phi: Thc hin chin lc phn phi rng khp. 3.3.2.2. Phn phi gi tr thng qua knh trc tip - Ch trng o to nhn vin v c xem l nh phn phi gi tr n khch hng. - o to i ng chuyn gia v xy dng thng hiu 3.3.2.3. Phn phi gi tr thng qua knh gin tip: Tp trung vo dch v khch hng tt hn na, to mi quan h thn thit, gn b vi khch hng.

22 3.3.3. Chin lc truyn thng gi tr 3.3.3.1. Logo v thng ip cn truyn thng 3.3.3.2. Thng qua qung co: Qung co trn truyn hnh, qung co trn internet, qung co ngoi tri, tham gia hi ch trin lm, qung co trn bo, tp ch. Cng tc qung co tuyn truyn cn c tp trung cho khu vc th trng c sn lng thp l khu vc min Trung. 3.3.3.3. Thng qua khuyn mi: Chng trnh khuyn mi v dch v i km, Chng trnh h tr khch hng. 3.3.3.4. Thng qua marketing trc tip: Ch trng thit k catalogue, h s nng lc lm ni bt cc im mnh, tng cng qung b v hp th thoi 0933.805.807, t chc hi ngh khch hng. 3.3.3.5. Thng qua bn hng trc tip: Cng c i ng nhn vin bn hng, nhn vin th trng v i ng dch v k thut, t chc cc lp tp hun, h tr khch hng v k thut v x l s c. 3.3.3.6. Quan h cng chng: Duy tr s ng gp ng h a phng trong cc hot ng x hi, ti tr, t chc cc s kin c bit thu ht ng o ngi quan tm.

23 KT LUN Phi ni rng, Qung Nam rt t ho khi c c d n ca Cng ty c phn t Trng Hi u t vo KTTM Chu Lai, lm bn p cho cc doanh nghip trong v ngoi nc tip bc u t vo y. Khi Trng Hi mi n y, Chu Lai mi ch l mt vng ct trng mnh mng v gi bin, vi nhng hng cy xng rng vn ln trong ct. Ch sau vi nm ra i, Trng Hi ng sng sng trn mnh t anh hng Ni Thnh, Qung Nam. Trng Hi c c nhng thnh tch nh ngy hm nay l nh mt tp th lnh o on kt, ng lng, lun lng nghe, hc hi, sng to, ci tin to ra nhng sn phm ti u v em li li ch tt nht cho khch hng; mt i ng cn b, nhn vin nng ng, c trnh v kin thc chuyn mn cao; mt lc lng cng nhn lnh ngh, cn c, gn b lu di vi cng ty. Trng Hi cn lun lun th hin s minh bch, lim chnh, uy tn trong qun l, kinh doanh v pht trin doanh nghip. Kht vng ca Trng Hi l lun vn xa, vn cao hn na trong tng lai. Trn c s phng php lun v chin lc marketing cho sn phm, kt hp vi s phn tch, nh gi thc trng, tim nng ca cng ty, ti a ra cc nhn xt v nh gi v xu hng pht trin ca dng xe sedan, phn tch mi trng bn trong v bn ngoi, xc nh th trng mc tiu. T xy dng chin lc marketing thch hp cho dng xe sedan c sn xut v lp rp ti nh my sn xut v lp rp t Chu Lai- Trng Hi. Vi mong mun v tm huyt ca mnh, hy vng ti s c lnh o cng ty quan tm xem xt, trin khai p dng trong thc

24 tin, gp phn vo s pht trin bn vng v hiu qu ca cng ty. Qua y, Ti cng xin c gi li cm n chn thnh n Thy gio hng dn, TS. Nguyn Xun Ln tn tnh hng dn v ng gp nhng kin qu bu gip ti hon thin lun vn ny. ng thi ti cng xin chn thnh cm n s gip v to iu kin ca Nh my Sn xut v lp rp t Chu Lai- Trng Hi trong vic thc hin v hon thnh lun vn.