ti: PHN TCH CHIN LC SN PHM CA

CNG TY NM KYMDAN

GVHD: Ths. Nguyn Th Thy
Linh
SV: Nguyn Cm Lc
Lp: 12DMA1

CNG CHI TIT

1. L do chn ti
2. Mc tiu nghin cu
3. i tng, phm vi nghin cu
4. Ni dung nghin cu
5. Phng php nghin cu
6. B cc ti

CHNG 1: H THNG C S L LUN CA CHIN LC SN PHM
1.1 TNG QUAN V MARKETING
1.1.1 Cc quan im v Marketing
1.1.2 Cc nh ngha v Marketing
1.1.3 Qu trnh marketing
1.1.4 Vai tr v chc nng ca marketing
1.2 CHIN LC SN PHM
1.2.1 Khi nim v sn phm v chin lc sn phm
1.2.1.1 Khi nim v sn phm
1.2.1.2 Khi nim v chin lc sn phm
1.2.2 Vai tr ca chin lc sn phm
1.2.3 Ni dung chin lc sn phm
1.2.3.1 Kch thc tp hp sn phm
1.2.3.2 Chnh sch nhn hiu
1.2.3.3 Thit k bao b sn phm
1.2.3.4 Quyt nh lin quan ti c tnh sn phm
1.2.3.5 Dch v i vi khch hng
1.2.3.6 To uy tn cho sn phm
1.2.3.7 Pht trin sn phm mi
1.2.3.8 Nghin cu chu k sng ca sn phm
Tng kt chng 1

CHNG 2: CNG TY KYMDAN NHN HIU MNH THNG QUA CHIN
LC SN PHM
2.1 TNG QUAN V TH TRNG NM HIN NAY TI VIT NAM
2.1.1 Khi qut th trng Vit Nam hin nay
2.1.2 Quy m th trng nm hin nay
2.1.3 Cc nhn hiu hin c trn th trng hin nay
2.1.4 Cc hot ng sn xut kinh doanh ca i th cnh tranh
2.1.5 Tnh hnh cnh tranh
2.1.6 Nhu cu khch hng v s dng nm hin nay
2.1.7 Cc yu t nh hng n ngnh sn xut v kinh doanh nm
2.2 TNG QUAN V CNG TY KYMDAN
2.2.1 Gii thiu v cng ty Kymdan
2.2.2 Lch s hnh thnh v pht trin
2.2.3 C cu t chc: Ban lnh o
2.2.4 Chnh sch cht lng ( ISO 9001:2000 )
2.2.5 Tnh hnh hot ng
2.2.6 Thnh tch nhng danh hiu t c ca cng ty Kymdan
2.3 PHN TCH CHIN LC SN PHM CHO DNG NM CAO SU CA
CNG TY KYMDAN
2.3.1 Kch thc tp hp sn phm
2.3.2 Chnh sch nhn hiu
2.3.3 Quyt nh lin quan ti c tnh sn phm
2.3.4 Dch v i vi khch hng
2.3.5 Pht trin sn phm mi
2.4: CC CHIN LC MARKETING H TR CHIN LC SN PHM CA
CNG TY KYMDAN
2.4.1 Chin lc chiu th
2.4.2 Chin lc gi c
2.4.3 Chin lc phn phi
2.5: NHNG YU T MI TRNG TC NG N CHIN LC SN PHM
CA CNG TY NM KYDAN
2.5.1 Mi trng v m
2.5.2 Mi trng vi m
2.5.3 Mi trng ni vi
Tng kt chng 2

CHNG 3: MT S GII PHP HON THIN CHIN LC SN PHM
3.1 PHN TCH MA TRN SWOT
3.2 NHN XT NH GI THC TRNG CHIN LC SN PHM CA
CNG TY KYMDAN
3.3 KIN NGH GII PHP
3.3.1 Gii php hon thin v chin lc sn phm
3.3.2 Gii php nng cao hot ng kinh doanh ca cng ty
3.3.3 Gii php v n nh gi trn th trng
KT LUN
PH LC
TI LIU THAM KHO














1. L do chn ti:
Ngy nay, khi x hi ngy cng pht trin, vn minh hn, i sng ngi dn c v tinh
thn ln vt cht ngy mt y, sung tc th con ngi ta li mong c c mt sc
khe tt, bn b cng nm thng. t c iu , mi ngi li cng chm cht hn
v ming n , gic ng ca mnh. Khng g c th khin cho c th mt mi v u c
cng thng ca bn khe mnh v tnh to li tt bng mt gic ng.Cc nghin cu khoa
hc cho rng gic ng cng quan trng khng km g mt khu phn n king c li cho
sc khe v mt bi tp th dc nh k gip duy tr sc khe v tinh thn mt cch ti
u. Khng c mt gic ng ngon vo ban m s gy bt li cho tr no ca bn. Vic
thiu ng s gy ra trng thi tm l khng n nh, s chn chng, cc rc ri trong
cuc sng.Qua ta thy rng, gic ng rt cn thit cho sc khe tinh thn ca con
ngi.
Nm bt c tm quan trng t gic ng, cng ty KYMDAN nghin cu thnh cng
v cho ra i cc sn phm nm lm t 100% latex cao su thin nhin. Vi thng ip
Kymdan, chm sc sc khe cho bn t gic ng sn phm nm Kymdan vi nhiu c
tnh c o c th trng trong v ngoi nc chp nhn, tin tng.Chnh iu ny
to cho Kymdan tr thnh mt thng hiu nm cao su thin nhin ng cp c mt
khng hai Vit Nam v trn ton th gii.Bn cnh , th trng vi nhng i th
cnh tranh ngy cng khc lit, lun bin i nhanh chng khng ngng nh hin nay ,
gi vng v th trn th trng buc lng cng ty Kymdan phi c nhng thay i trong
chin lc kinh doanh ca mnh, c bit l l v chin lc sn phm, mt trong nhng
hot ng Marketing Mix cho cng ty. Vy cng ty Kymdan c nhng bc chuyn
mnh nh th no thch ng vi mi trng kinh t nh hin nay?
Vn ny khng ch mnh em quan tm m n cng l thc mc chung ca rt nhiu
ngi hin nay. V th, em chn ti Chin lc sn phm - Nn tng thnh cng
ca cng ty KYMDAN hy vng s gii p c phn no vn chung m x hi quan
tm. V qua hiu r hn mong mun ca cng ty, nhu cu th trng nm trong
nc, gp phn xy dng mt trong nhng hot ng Marketing Mix cho cng ty
Kymdan.
2. Mc tiu nghin cu:
c th xc nh ng hng lm bi, trc khi bt tay vo nghin cu ni dung n
th nht thit chng ta phi vch ra nhng mc tiu c th gip chng ta c ci nhn tng
qut hn. y ti cn c cc mc tiu sau:
Trc ht, ngi vit cn phi c c s l lun vng vng, h thng l thuyt v
Marketing, Marketing Mix, chin lc sn phm
Sau i su vo nghin cu tnh hnh thc tin hot ng ca cng ty:
Tng quan v tnh hnh th trng nm cao su hin nay
Tnh hnh hot ng ca cng ty Kymdan t nm 1999 n nay
Phn tch chin lc sn phm m cng ty Kymdan p dng
T a ra gii php, nhn xt, kin ngh gip cng ty pht trin hon thin hn.
3. i tng, phm vi nghin cu:
- i tng: nghin cu chin lc sn phm ca cng ty Kymdan
- Phm vi nghin cu:
Ngnh hng nghin cu: cc loi nm cao su
Gii hn khu vc: th trng ti TPHCM
K hoch t: nm 1999 n nay
4. Ni dung nghin cu:
Mt ti mun t yu cu th trc ht bi vit phi c hnh thc hi ha v ni
dung phong ph. Da trn nhng mc tiu ra th ti cn c ni dung ph hp. Do
, lm r mc tiu ra th ti cn phn tch nhng ni dung c bn sau:
Nghin cu chin lc sn phm da trn nn tng c s l lun: cc khi nim lin
quan ti Marketing, Marketing Mix, chin lc sn phm.
Tng quan th trng nm hin nay: quy m, hot ng sn xut ca cc cng ty nm,
mc cnh tranh, mc nh hng ca cc yu t kinh t, x hi , vn ha.
Gii thiu cng ty Kymdan: lch s hnh thnh v pht trin, tnh hnh hot ng, i
th cnh tranh, nhu cu khch hng s dng nm, v tr cng ty trn th trng.
Phn tch chin lc sn phm m cng ty vn dng: Kch thc tp hp sn phm,
chnh sch nhn hiu, quyt nh lin quan ti c tnh sn phm, dch v i vi khch
hng, nghin cu chu k sng sn phm
T a ra nhn xt, kin:
im mnh
im yu
xut phng n ca bn thn cho cng ty Kymdan
5. Phng php nghin cu:
- Nghin cu ti bn, thu thp thng tin th cp t cc ngun:
Bo: Tui tr, SGGP, Thanh nin,
Internet: Google.com.vn, kymdan.com.vn, saga.vn .
Tivi: HTV7, VTV3, VTV1,
- Sch tham tham kho: Marketing cn bn ca trng H Ti chnh-Marketing, cc sch
Marketing ca Philip Kotler
- Phng php phn tch tng hp:
Phn tch quyt nh v chin lc sn phm v bin php hon thin chin lc
sn phm ca cng ty Kymdan.
Tng hp thng tin thu thp c t cc ngun , cc cuc nghin cu. T
lm r chin lc v rt ra bi hc kinh nghim cho bn thn.
- Phng php thng k lch s
6. B cc ti:
Kt cu ca ti nghin cu ny gm 3 chng:
+ Chng 1: H thng c s l lun ca chin lc sn phm
+ Chng 2: Cng ty Kymdan-thng hiu mnh thng qua chin lc sn phm
+ Chng 3: Nhn li chin lc sn phm ca cng ty Kymdan
1.1 TNG QUAN V MARKETING:
Ngy nay, vi vic th trng ngy cng pht trin, vic cnh tranh gay gt l
khng th trnh khi. Nu ch bit lm nhng cng vic rp khun, my mc, mang tnh
bt buc hng ngy th chc chn rng cng ty ca bn s b xa s khi th trng mt
cch nhanh chng. Mc tiu ca cng ty trong bi cnh hin gi l phi lm sao tha mn
c khch hng mc tiu cng nh khch hng tim nng nhng phi tha mn nhiu
hn i th cnh tranh, nh vy mi hy vng thnh cng. Mi th phi c thc hin
mt cch tuyt ho.
1.1.1 Cc quan im v Marketing:
1.1.1.1 Quan im marketing nh hng sn xut:
Quan im ny cho rng nh sn xut cn tp trung tng quy m sn xut h
gi thnh sn phm v c bn vi gi h. Quan im c gi tr trong iu kin nn sn
xut cn cha pht trin, cha c sn phm cung cp cho th trng v gi cao, do
cn tng quy m h gi thnh v p ng nhu cu.
1.1.1.2 Quan im marketing nh hng sn phm:
T tng cho rng ngi tiu th s chung sn phm no mang li cht lng, cng
nng tuyt ho nht v c nhng c tnh tn k nht. Do , t chc dn cng sc vo
vic ci tin sn phm lin tc. Mt phin bn sn phm mi phi c din t theo
khun kh c ngha ca ngi tiu dng.
1.1.1.3 Quan im marketing nh hng bn hng:
Quan im ny cho rng ngi tiu dng thng th ng mua hng, khi sn xut qu
nhiu, nh sn xut cn tp trung n lc vo hot ng bn hng kch thch tiu th.
Quan im ny gip nh qung co bn c sn phm khi cng sut sn xut vt mc.
Mc tiu l bn th mnh c ch khng bn th h cn.
1.1.1.4 Quan im trng marketing:
T tng ny cho rng vic t thnh mc tiu ca t chc ty thuc vo vic xc nh
c nhng nhu cu v c mun ca cc th trng trng im, v phn phi s hi lng
nh mong mun, hiu qu hn v hiu nng hn so vi i th cnh tranh.
1.1.1.5 Quan im marketing x hi-kt hp li ch x hi-doanh
nghip v ngi tiu dng:
y l quan im hin i, n i hi cc doanh nghip khi thc hnh marketing bn
cnh vic xc nh nhu cu, tp trung n lc p ng nhu cu, phi ch n gii quyt
tha ng li nhun ca doanh nghip, s tha mn ca khch hng v li ch x hi,
cng ng trc khi a ra cc quyt nh marketing.
Quan im tip
th a v x hi
Quan im ny i hi doanh nghip phi c trch nhim x hi v o c marketing
nh qung co trung thc, tham gia cc hot ng cng ng, hot ng marketing ng
quy nh php lut, quan tm n mi trng v cnh tranh lnh mnh.












Hnh 1.1 Quan im v Marketing v x hi
1.1.1 Cc nh ngha v Marketing:
Quan im truyn thng:
- nh ngha ca John H.Crighton( Australia): Marketing l qu trnh cung cp
ng sn phm, ng knh hay lung hng, ng thi gian, ng v tr
- nh ngha ca Wolfang J.Koschnick( Dictionary of marketing): Marketing l
vic tin hnh cc hot ng kinh doanh c lin quan trc tip n dng hng
ho v dch v t ngi sn xut n ngi tiu dng.
Quan im hin i:
X hi
(Hnh phc ca con ngi)
Ngi tiu dng
(Tha mn nhu cu)
Cng ty
(Li nhun)
- nh ngha ca Philip Kotler: Marketing l qu trnh x hi m trong nhng
c nhn hay nhm c th nhn c nhng th m h cn thng qua vic to ra
v trao I t do nhng sn phm,dch v c gi tr vi ngi khc.
- nh ngha ca Peter Drucker: Mc ch ca Marketing khng cn thit phi
y mnh tiu th. Mc ch ca n l nhn bit v hiu khch hng k n mc
hng ho hay dch v s p ng ng th hiu ca khch hng v t n c
tiu th.