Lời Cảm Ơn

LI CM N
Trong cuc sng, thnh cng lun c tip bc bi s song hnh gia n
lc v phn uca bn thn v s h tr, gip trc tip hoc gin tip ca nhng
ngi xung quanh. Trong sut thi gian t khi bt u hc tp ging ng i
hc n nay, em nhn c nhiu s quan tm, gip ca qu thy c, gia nh
v bn b. Vi lng bit n su sc nht, em xin gi n qu thy c Khoa Qun
tr Kinh doanh Trng i hc Ty cng vi tri thc v quyt tm ca mnh
truyn t vn kin thc qu bu cho chng em trong sut thi gian hc tp ti
trng.
Em xin chn thnh cm n thy Nguyn Tng Lai tn tm hng dn em
trong sut thi gian qua. Mc d kin thc cn hn ch v nhiu b ng trong qu
trnh thc tp nhng nhn c s gip , hng dn tn tnh ca thy gip em
hon thnh chuyn tt nghip mt cch hon thin nht.
c bit, trong thi gian c vo thc tp ti Cng ty TNHH Bo Huy, tng
bc tip cn vi mi trng lm vic em c nhiu c hi vn dng nhng
kin thc hc vo thc tin v tng bc cng c hn na vn tri thc ca bn
thn. Em xin cm n qu lnh o cho php v to iu kin thun li em thc
tp ti cng ty cng nh gi li cm n n s gip nhit tnh ca cc anh, ch
phng kinh doanh trong qu trnh thu thp s liu v cung cp cc ti liu c lin
quan em c iu kin hon thnh tt chuyn tt nghip.
Knh chc qu thy, c nhiu sc khe, hnh phc v hon thnh tt s
nghip ging dy. knh chc qu lnh o, cc anh, ch vui v, hon thnh tt nhim
v v a cng ty ln tm pht trin mi.
Trn trng!
Cn th, ngy 22 thng 8 nm 2014
Sinh vin thc hin
Ng Trng Hiu
LI CAM OAN
Chuyn Gii php Marketing-mix nng cao hiu qu hot ng kinh

doanh ti Cng ty TNHH Bo Huy c thc hin da trn nhng s liu v bo
co kt qu hot ng kinh doanh m Cng ty cung cp. Ti xin cam oan rng:
Nhng ni dung phn tch do bn thn ti thc hin, chuyn ny khng trng vi
bt k ti nghin cu khoa hc no.
Cn Th, ngy 22 thng 8 nm 2014
Sinh vin thc hin
Ng Trng Hiu
NHN XT CA C QUAN THC TP

C quan thc tp
NHN XT CA GING VIN HNG DN

Ging vin
MC LC
Trang
CHNG 1: TNG QUAN V TI...............................................................1

1.1C S HNH THNH TI............................................................................1
1.2 MC TIU NGHIN CU.................................................................................2
1.2.1 Mc tiu chung...............................................................................................2
1.2.2 Mc tiu c th...............................................................................................2
1.3 PHNG PHP NGHIN CU........................................................................3
1.3.1 Phng php thu thp s liu th cp.............................................................3
1.3.2 Phng php nghin cu................................................................................3
1.3.2.1 Phng php so snh.............................................................................3
1.3.2.2 Dng m mnh trong Marketing mix...................................................3
1.3.2.3 Phng php phn tch cc yu t mi trng trong hot ng
Marketing...................................................................................................................3
1.4 I TNG PHM VI NGHIN CU.........................................................3
1.4.1i tng nghin cu......................................................................................3
1.4.2 Phm vi nghin cu........................................................................................4
1.4.2.1 Phm vi khng gian...............................................................................4
1.4.2.2 Phm vi thi gian...................................................................................4
1.5 NGHA CA TI......................................................................................4
1.6 B CC NI DUNG NGHIN CU.................................................................4
CHNG 2: TNG QUAN CNG TY TNHH BO HUY.................................5
2.1 LCH S HNH THNH V PHT TRIN......................................................5
2.1.1 Khi qut v cng ty......................................................................................5
2.1.2 Ngnh ngh kinh doanh..................................................................................5
2.2 C cu t chc.....................................................................................................6
2.3 Chc nng-nhim v............................................................................................6
2.3.1Ch doanh nghip............................................................................................6

2.3.2 K ton...........................................................................................................6
2.3.3 Nhn vin kinh doanh.....................................................................................7
2.3.4 Nhn vin k thut..........................................................................................7
2.4 HOT NG KINH DOANH............................................................................8
2.4.1 Kt qu hot ng kinh doanh........................................................................8
2.4.2 Tnh hnh hnh tiu th sn phm chnh ca CTY Bo Huy..........................10
2.4.2.1 Sn phm Dedo D5226........................................................................12
2.4.2.2 Sn phm Titadoor PM481..................................................................13
2.4.2.3 Sn phm Titadoor PM481k................................................................14
2.4.2.4 Alludoor KDT050F3............................................................................15
2.4.2.5 Sn phm Ca c.................................................................................16
2.4.3 Mt s sn phm ph..............................................................................17
2.5 THUN LI - KH KHN.............................................................................18
2.5.1 Thun li......................................................................................................18
2.5.2 Kh khn......................................................................................................19
2.5.3 Phng hng pht trin..............................................................................19
CHNG 3: C S L LUN.........................................................................20
3.1 TNG QUAN V MARKETING V MARKETING - MIX...........................20
3.1.1 Khi nim v Marketing...............................................................................20
3.1.1.1 Marketing l g?....................................................................................20
3.1.1.2 nh ngha Marketing ca Philip Kotler.............................................20
3.1.1.3 nh ngha Marketing theo Hip hi Marketing M............................20
3.1.1.4 nh ngha Marketing ca vin Marketing Anh...................................20
3.1.1.5 nh ngha Marketing theo quan nim mi.........................................21
3.1.2 Khi nim v Marketing mix.......................................................................21
3.1.3 Vai tr ca Marketing v Marketing mix...................................................23
3.2 CC PHNG PHP S DNG NGHIN CU...........................................23

3.2.1 Phng php so snh....................................................................................23
3.2.2 Cc thnh phn chnh sch Marketing mix trong hot ng kinh doanh.........25
3.2.2.1 Chin lc sn phm...........................................................................25
3.2.2.2 Chin lc gi.....................................................................................26
3.2.2.3 Chin lc phn phi...........................................................................27
3.2.2.4 Chin lc chiu th.............................................................................30
3.2.3 Mi trng v m..........................................................................................31
3.2.3.1 Mi trng kinh t...............................................................................31
3.2.3.2 Mi trng t nhin.............................................................................32
3.2.3.4 Mi trng chnh tr v php lut........................................................32
3.2.3.5 Mi trng nhn khu hc...................................................................32
3.2.4 Mi trng vi m..........................................................................................32
3.2.4.1 Cc yu t v lc lng bn trong doanh nghip.................................32
3.2.4.2 Cc trung gian Marketing....................................................................33
3.2.4.3 Cc nh cung ng................................................................................33
3.2.4.4 Khch hng..........................................................................................33
3.2.4.5 i th cnh tranh34
3.3 VAI TR CA MARKETING I VI VIC Y MNH TIU TH SN
PHM...................................................................................................................... 35
CHNG 4: GII PHP MARKETING CHO CNG TY TNHH BO HUY
................................................................................................................................. 37
4.1 THC TRNG MARKETING MIX TI CNG TY....................................37
4.1.1 Chin lc sn phm....................................................................................37
4.1.2 Chnh snh gi..............................................................................................39
4.1.3 Chnh sch phn phi...................................................................................40
4.1.4 Chnh sch chiu th.....................................................................................41
4.2 PHN TCH CC NHN T NH HNG N MARKETING................42
4.2.1 Phn tch mi trng v m..........................................................................42

4.2.1.1 Mi trng kinh t...............................................................................42
4.2.1.2 Mi trng t nhin.............................................................................43
4.2.1.3 Mi trng cng ngh.........................................................................43
4.2.1.4 Mi trng chnh tr, php lut...........................................................43
4.2.1.5 Mi trng nhn khu hc...................................................................44
4.2.2 Phn tch mi trng vi m..........................................................................48
4.2.2.1 Cc yu t v lc lng bn trong doanh nghip.................................48
4.2.2.2 Cc nh cung ng................................................................................48
4.2.2.3 khch hng...........................................................................................49
4.2.2.4 i th cnh tranh...............................................................................49
4.2.2.5 Cc trung gian Marketing....................................................................50
4.3 MT S GII PHP HON THIN CHIN LC MARKETING MIX
CHO CNG TY TNHH BO HUY........................................................................54
4.3.1 V sn phm.................................................................................................54
4.3.2 V gi...........................................................................................................55
4.3.3 V phn phi.................................................................................................55
4.3.4 V chiu th...................................................................................................56
4.3.5 Mt s gii php khc...................................................................................56
CHNG 5: KIN NGH - KT LUN.............................................................58
5.1 KT LUN........................................................................................................58
5.2 KIN NGH.......................................................................................................59
DANH MC BIU BNG
Trang
Bng 2.1: Kt qu hot ng ca cng ty qua 3 nm 2011 2013............................8

Bng 2.2: Tnh hnh tiu th sn phm chnh ca cng ty qua 3 nm 2011 - 2013. .10
Bng 2.3: Tnh hnh tiu th sn phm ph ca doanh nghip qua 3 nm 2011 2013......................................................................................................................... 18
Bng 4.1: Tnh hnh n gi ca cng ty trong 3 nm qua 2011 2013..................41
Bng 4.2: nh gi cc yu t ca mi trng v m nh hng n cc chnh sch
Marketing mix....................................................................................................... 47
Bng 4.5: nh gi cc yu t ca mi trng vi m nh hng n cc chnh sch
Marketing mix51
DANH MC HNH
Trang
Hnh 2.1: C cu t chc ti doanh nghip Bo Huy.6

Hnh 4.1: S knh phn phi ca cng ty............................40
DANH MC BIU
Trang
Biu 2.1: Biu th hin tnh hnh hot ng kinh doanh ca Cty Bo Huy..8
Biu 2.2: Biu th hin s lng tiu th cc sn phm chnh qua 3 nm
2011 2013.11
Biu 2.3: Biu th hin t trng tiu thu sn phm Dedo D5226 so vi
cc sn phm khc qua 3 nm 2011 2013...12
Biu 2.4: Biu th hin t trng tiu thu sn phm Titadoor PM481 so vi cc
sn phm khc qua 3 nm 2011 2013.13
Biu 2.5: Biu th hin t trng tiu thu sn phm Titadoor PM481k so vi
cc sn phm khc qua 3 nm 2011 2013...14
Biu 2.6: Biu th hin t trng tiu thu sn phm Alludoor KDT050F3 so
vi cc sn phm khc qua 3 nm 2011 2013.15
Biu 2.7: Biu th hin t trng tiu thu sn phm Ca c so vi cc sn
phm khc qua 3 nm 2011 201316
Biu 2.8: Biu th hin lng tiu th sn phm ph qua nm 2011 2013..17
DANH MC CH VIT TT
CTY TNHH:
Cng ty Trch nhim Hu hn
B SCL:
ng bng sng Cu Long
Gii php Marketing-mix nng cao hiu qu hot ng kinh doanh ti Cng ty
TNHH Bo Huy
CHNG 1
TNG QUAN V TI
Trong chng 1 s trnh by v: c s hnh thnh ti, mc tiu nghin cu,
phng php nghin cu, i tng phm vi nghin cu, ngha ti v b
cc ni dung ti.
1.1 C S HNH THNH TI
Hin nay, Vit Nam ang trong thi k kinh t pht trin v hi nhp, m ra
nhiu c hi cho cc ngnh Vit Nam pht trin, trong c ngnh xy dng. i
vi thnh ph Cn Th l mt trung tm ca ng bng sng Cu Long v cng l
vng trng im nn c ch trng u t. Ngnh xy dng pht trin nhanh cng
vi qu trnh th ha, gi tr sn xut tng bnh qun 18,3%, gi tr tng thm bnh
qun 14,7%, chim t trng 5,05% trong GDP. Nhiu cng trnh quy m ln, cht
lng cao c a vo s dng nh cu Cn Th, cng Ci Cui, cng hng khng,
cc khu dn c, khu ti nh c, khu th mi, tr s lm vic ca cc c quan
chnh tr, Hnh chnh, cng an, qun s cc cp, cc cng trnh th c hnh
thnh, gp phn i mi din mo ca thnh ph. y l c hi ln cc ngnh
kinh doanh cc loi ca v thit b hnh thnh v pht trin.
Trc y, khi i sng ca ngi dn phn ln cha c ci thin th h
khng quan tm my n vic lp t cho ngi nh ca mnh nhng b khung an
ton v thm m. nhng khung ca ch yu c lm bng g l chnh, c thi gian
s dng tng i ngn gy tn km rt nhiu qua thi gian. Tuy nhin, ngy nay
i sng ca h ngy cng c nng cao th vn h li rt quan tm, vic lp
nhng khung ca cng ngh mi, cht lng, an ton v thm m cng ng thi
gip khch hng an tm v nng cao s hnh din ca gia nh h. V theo thng k,
ch s tiu dng nm 2013 bnh qun tng 5,36% so vi nm 2012. y l iu kin
GVHD: Nguyn Tng Lai
Hiu
SVTH: Ng Trng
TNHH Bo Huy
thun li cc doanh nghip pht trin v m rng kinh doanh. Hin nay, c rt
nhiu doanh nghip c thnh lp nhm khai thc v p ng nhng nhu cu ,
trong c Cng ty TNHH (Trch nhim hu hn) Bo Huy. Bn cnh c hi ht
sc thun li pht trin, th doanh nghip phi i mt vi s cnh tranh khc
lit ca cc i th cng ngnh. y l vn ht sc kh khn m doanh nghip
phi i mt, chnh v th vic s dng cng c Marketing mix s gip cho doanh
nghip gii quyt tt vn . c th cnh tranh mnh m v pht trin i hi
bn thn doanh nghip phi c nhng chin lc lu di v marketing l mt phn
khng th tch ri i vi Doanh nghip.
Marketing l mt cng c h tr hiu qu gip cho doanh nghip to lp v duy
tr c li th cnh tranh. ng thi, khai thc tt cc li th sn c v p ng
mi nhu cu ca khch hng tt hn i th. Mt doanh nghip nu nh khng quan
tm nhiu n chin lc Marketing cng nh xy dng chin lc Marketing
khng ph hp th tht bi l iu tt yu. Thy c tm quan trng ca vic xy
dng chin lc marketing i vi hiu qu hot ng kinh doanh ca doanh
nghip. V vy, ti Gii php Marketing-mix nng cao hiu qu hot ng
kinh doanh ti Cng ty TNHH Bo Huy nm 2015. xut nghin cu l rt cn
thit nhm nng cao hiu qu hot ng kinh doanh.
1.2 MC TIU NGHIN CU
1.2.1 Mc tiu chung
Gii php Marketing - mix nng cao hiu qu hot ng kinh doanh ti Cng ty
TNHH Bo Huy
1.2.2 Mc tiu c th
Mc tiu 1: Thc trng Marketing mix ti Cng ty TNHH Bo Huy trong 3
nm (2011 2013);
Mc tiu 2: Phn tch nhn t nh hng n hot ng Marketing mix trong
3 nm (2011 2013);
GVHD: Nguyn Tng Lai
Hiu
SVTH: Ng Trng
TNHH Bo Huy
Mc tiu 3: ra gii php Marketing mix nng cao hiu qu kinh doanh
cho cng ty.
1.3 PHNG PHP NGHIN CU
1.3.1 Phng php thu thp s liu th cp
Thu thp s liu ti doanh Cng ty TNHH Bo Huy, t bo ch, internet, cc
nghin cu trc y, S dng cc phng php:
1.3.2 Phng php nghin cu
1.3.2.1 Phng php so snh
L phng php i chiu cc ch tiu kinh t nhm rt ra nhng kt lun nh
gi hiu qu hot ng kinh doanh. Dng phng php phn tch tng i, tuyt
i a ra nhng nhn xt, nh gi chung v tnh hnh kinh doanh, v tnh hnh
Marketing mix ca Cng ty TNHH Bo Huy.
1.3.2.2 Dng m mnh trong Marketing mix
Nghin cu 4P Marketing mix:
4P trong Marketing l tp hp cc cng c tip th bao gm: Product (Sn
phm), Price (Gi), Place (phn phi), Promotion (Chiu th). Chin lc 4P c
doanh nghip s dng t uc trng tm tip th trong th trng mc tiu.
1.3.2.3 Phng php phn tch cc yu t mi trng trong hot ng
Marketing
Phn tch cc nhn t mi trng trong Marketing bit c nhng yu t
nh hng tc ng n hot ng. Qua , c c nhng gii php Marketing
hiu qu vt qua nhng nguy c v nm ly c hi thun li trong thi gian ti.
1.4 I TNG PHM VI NGHIN CU
1.4.1i tng nghin cu
Cc bo co v ti liu lin quan n cc hot ng Marketing ca cng ty trong
3 nm (2011 2013)
GVHD: Nguyn Tng Lai

Hiu
SVTH: Ng Trng
TNHH Bo Huy
1.4.2 Phm vi nghin cu
1.4.2.1 Phm vi khng gian
ti c nghin cu ti Cng ty TNHH Bo Huy, a ch 105, ng 3 2,
Phng Hng Li, TP. Cn th.
1.4.2.2 Phm vi thi gian
ti c nghin cu trong khong thi gian t thng 7/2014 n thng
8/nm 2014.
S liu ca cng ty c ly trong 3 nm 2011 2013.
1.5 NGHA CA TI
Gip doanh nghip c ci nhn y v nh gi tnh hnh hot ng
Marketing. T pht huy nhng gii php Marketing ph hp, ng ph vi mi
trng kinh doanh.
ti s l ti liu tham kho cho cc ti khc c lin quan c cng ni dung
nghin cu v gii php Marketing mix.
1.6 B CC NI DUNG NGHIN CU
Chng 1: Tng quan ti
Chng 2: Tng quan Cng ty TNHH Bo Huy
Chng 3: C s l lun
Chng 4: Gii php Marketing mix cho Cng ty TNHH Bo Huy
Chng 5: Kt lun kin ngh
GVHD: Nguyn Tng Lai

Hiu
SVTH: Ng Trng
TNHH Bo Huy
CHNG 2
TNG QUAN CNG TY TNHH BO HUY
Trong chng 2 s gii thiu v: Lch s hnh thnh v pht trinca cng ty, ngnh
ngh - lnh vc hot ng, c cu t chc nhn s, kt qu hot ng kinh doanh
ca cng ty trong 3 nm 2011 2013, thun li kh khn v nh hng pht trin
n nm 2015 ca cng ty.
2.1 LCH S HNH THNH V PHT TRIN
2.1.1 Khi qut v cng ty
+ Tn cng ty: Cng ty TNHH Bo Huy
+ a ch: 105, ng 3/2, Phng Hng Li, TP. Cn th
+ Loi hnh cng ty: Cng ty Trch nhim Hu hn
c thnh lp vo nm 2009, n nay trong gn 5 nm hot ng, cng ty
to c uy tn v thng hiu, thnh cng trn th trng thnh ph Cn Th v cc
tnh ln cn, thu ht khch hng n v s dng sn phm v dch v cng ty. t
iu , cng ty phi n lc ht mnh, vi phng chm em li sn phm v
dch v tt nht cho khch hng.
2.1.2 Ngnh ngh kinh doanh
Cng ty chuyn lp t cc sn phm ca cun v mt s thit b i km ca
cc cng ty nh Mitadoor, newdoor, dedo, aludoor, cc sn phm khc v h k
thut cc sn phm ny Cn Th v cc tnh trong khu vc nh Vnh Long, Hu
Giang, Sc Trng, Bc liu, C Mau.. Ngoi sn phm ch o l ca cun giai on
ny doanh nghip kinh doanh thm mt s mt hng ca khc nh ca thp, ca st,
nhn gia cng cc loi ca,
GVHD: Nguyn Tng Lai

Hiu
SVTH: Ng Trng
TNHH Bo Huy
2.2 C cu t chc
K ton
Gim c cng ty
Nhn vin kinh

doanh
Nhn vin k
thut
Hnh 2.1: C cu t chc ti doanh nghip Bo Huy

2.3 Chc nng - Nhim v
2.3.1Ch doanh nghip
Chc nng: L ngi i din php lut cho doanh nghip, iu hnh mi hot
ng kinh doanh ca doanh nghip, chu ton b trch nhim ca doanh nghip vi
php lut v ngi khch hng, ngi chu trch nhim cao nht ca doanh nghip.
Nhim v:
- Qun l ton b hot ng ca doanh nghip, thc hin vic iu hnh kinh
doanh v chu trch nhim trc php lut v kt qu hot ng kinh doanh.
- K kt v kt thc cc hp ng dn s v kinh doanh, hp ng lao ng,
quyt nh mc lng v thng cho nhn vin.
- Quyt nh cc chnh sch ti chnh ca cng ty.
2.3.2 K ton
Chc Nng: Qun l v thc hin cng tc ti chnh ca cng ty, chu trch
nhim trc ch doanh nghip v trch nhim trc php lut v cc ngha v ti
chnh.
Nhim v:
- Kim sot chi ph pht sinh ti doanh nghip, thu tin ca cc khch hng.
- Chi tr lng cho nhn vin ca cng ty.
- Trc tip lm vic vi c quan thu, c quan qun l nh nc.
GVHD: Nguyn Tng Lai
Hiu
SVTH: Ng Trng
TNHH Bo Huy
2.3.3 Nhn vin kinh doanh
Chc nng: a nhng thng tin v sn phm n cc i tc, khch hng, tm
kim khch hng cho cng ty.
Nhim vu:
- L ngi trc tip gii thiu, t vn sn phm ca doanh nghip n vi cc
khch hng, cc i tc.
- Chu trch nhim thay mt cng ty lm vic vi khch hng cng trc tip
nhn n t hng t pha khch hng. C vai tr chnh trong vic thay mt doanh
nghip chm sc khch hng.
- Thu thp thng tin th trng v tm kim khch hng, cc i th cnh tranh v
sn phm cnh tranh cho cng ty.
2.3.4 Nhn vin k thut
Chc nng: Ph trch cng tc k thut cho cng ty, h tr nhn vin bn hng
v cc dch v gia tng khi tiu th sn phm ti Cn Th v cc tnh trong khu vc.
Nhim v:
- L i ng tin hnh kho st lp t, thi cng ca ca doanh nghip cho cc
i tc v khch hng.
- Bo tr sa cha cc cc sn phm cho khch hng.
- Chu s iu phi ca ch doanh nghip trong thi cng lp t sn phm cho
khch hng.
GVHD: Nguyn Tng Lai

Hiu
SVTH: Ng Trng
TNHH Bo Huy
2.4 HOT NG KINH DOANH
2.4.1 Kt qu hot ng kinh doanh
Bng 2.1: Kt qu hot ng ca cng ty qua 3 nm 2011 2013
Nm
Ch tiu(
2011
1. Doanh thu thun

2. Chi ph
- Gi vn hng bn
- Chi ph qun l DN
- Chi ph bn hng
3. Li nhun
3,351
2948
2,710
50
188
296
2012
2013
3,259
3,302
2865
2954
2,596
57
212
241
2,638
68
248
265
Chnh lch
Chnh lch
2012/2011
S tin
%
2013/2012
S tin
%
-92
-83
-114
-2,8
-2.8
-4,2
43
89
42
1,3
3,1
1,6
14,0
11
19,3
24
12,8
36
17,0
-55
-18,6
24
VT: Triu ng
(Ngun: Phng K ton)
Biu 2.1: Biu th hin tnh hnh hot ng kinh doanh ca Cty Bo Huy
GVHD: Nguyn Tng Lai
Hiu
SVTH: Ng Trng
10,0
TNHH Bo Huy
Doanh thu phn nh tnh hnh tiu th v hiu qu hot ng kinh doanh ca
cng ty. Doanh thu nm 2012 t 3.259 triu ng thp nht trong 3 nm 2011
2013. So vi nm 2011 th doanh thu gim 92 triu ng tng ng ( 2,8%).
Doanh thu nm 2013 mc 3.302 triu ng tng 43 triu ng tng ng 1,3%
so vi nm 2012 v so vi nm 2011 th vn cn thp hn (-1,5%) tng ng 49
triu ng. Nguyn nhn ca vic doanh thu nm 2012 v 2013 gim so vi 2011 l
do sn lng hng bn ca cng ty gim xung, ng thi gi bn cao hn trc lm
s lng khch hng gim.
Chi ph ca cng ty tng gim khng n nh, nhn chung vn mc tng i
cao. Tng chi ph tng l do cc yu t chi ph tng ln, c bit l gi vn hng bn,
nm 2011 chi ph mc 2.710 triu ng , n nm 2012 th gim xung 114 triu
ng , tc gim 4,2 % so vi nm 2011. nm 2013 l 2.638 triu ng tng 42 triu
ng tng ng 1,6%. Nguyn ngn ca s thy i trn l do cng ty ct
gim mt s hot ng Marketing gim bt tng chi ph. Mc d chi ph c gim
ng k nhng vn cn mc kh cao, cng ty cn ct gim cc khon chi ph ny
xung mc thp nht, lm cho tng chi ph thp hn tng doanh thu t c
tng hiu qu hot ng kinh doanh.
Li nhun phn nh hiu qu hot ng ca cng ty. Nm 2011 mc li nhun
m cng ty t c l 296 triu ng. Con s ny qua nm 2012 gim cn 241 triu
ng tc gim 55 triu ng tng ng gim (18,6%). Nm 2013 li nhun c
phn tng ln ng k, c th l mc 265 triu ng, tng 24 triu ng tng
ng tng 10% so vi nm 2012. Nhng so vi nm 2011 th vn cn km 31 triu
ng tng ng 10,5%. iu ny cho thy vic hot ng kinh doanh ca cng ty
vn cha tt.
Nhn chung, tnh hot ng ca cng ty trong 3 nm qua 2011 - 2013 vn
tng i c hiu qu, tuy c s tng gim khng ng iu v chi ph cng nh cc
yu t khc nhng cng ty vn c li. S tng trng khng ng u do c nguyn
nhn ch quan ln khch quan, cn ra nhng bin php khc phc nhng nhn t
GVHD: Nguyn Tng Lai
Trng Hiu
SVTH: Ng
TNHH Bo Huy
nh hng xu, tip tc pht huy nhng im mnh ca cng ty, gip cng ty pht
trin tt hn trong tng lai.
2.4.2 Tnh hnh hnh tiu th sn phm chnh ca CTY Bo Huy
Bng 2.2: Tnh hnh tiu th sn phm chnh ca cng ty qua 3 nm 2011 - 2013
Chnh lch
Chnh lch
S lng tiu th
2012/2011
2013/2012
2011
2012
2013
Lng %
Lng
Dedo D5226
253
312
362
59
23,3
50
16,0
Titadoor PM481
230
297
268
67
29,1
-29
- 9,8
Titadoor PM481k
337
283
312
- 54
- 16,0
29
10,2
Alludoor KDT050F3
382
57
50
- 325
- 85,1
-7
- 12,3
Ca c
240
235
264
-5
-2,1
29
12,3
Tng
1442
1184
1256
- 258
- 17,9
72
6,1
Sn phm
VT: M2
GVHD: Nguyn Tng Lai
10
Trng Hiu
SVTH: Ng
TNHH Bo Huy
Biu 2.2: Biu th hin s lng tiu th cc sn phm chnh qua 3
nm 2011 - 2013
Nhn chung tnh hnh tiu th ca cng ty trong 3 nm qua t nm 2011 2013
c nhiu bin ng ng k, c th l: tng s lng tiu thu nm 2011 l 1442 tnh
trn n v m2 t cao nht trong 3 nm qua. n nm 2012 ch s ny gim cn
1184 m2, gim 258m2 tng ng 17,9%. Nm 2013, s lng tiu th c chiu
hng tng ln , c th tng s lng l 1256m2 cao hn 2012 72m2 tng 6,1%.
Nhng vn cn km nm 2011 186m2 tc 12,9%. i vi cc sn phm tnh trn v
B th vic tiu th c xu hng tng dn qua cc nm. Nm 2012 tng mc tiu th
c 238 b cao hn 2011 l 227 b tng 11 b tc 4,8%. Nm 2013 tip tc tng,
s lng tiu th l 286 b hn 48 b tng 20,2% so vi 2012. vic s lng tiu th
ca sn phm chnh gim lm cho doanh thu gim theo qua cc nm, mc d
nhng sn phm ph c chiu hng tiu thu mnh nhng vn khng th b p vo
khong doanh thu ang gim xung ca cng ty.
Do tnh hnh kinh t c nhiu bin ng, cng ty gp nhiu kh khn trong vic
tm kim khch hng mi, v s cnh tranh mnh m ca cc doanh nghip hot
ng cng lnh vc v ang tng cao, chia s mt lng khch hng tng i
ln, v vic tc ng ca t trng gim trong lnh vc xy dng lm gim s lng
tiu th ca sn phm ca cng ty.
GVHD: Nguyn Tng Lai
11
Trng Hiu
SVTH: Ng
TNHH Bo Huy
2.4.2.1 Sn phm Dedo D5226
2011
2012
2013
Biu 2.3: Biu th hin t trng tiu thu sn phm Dedo D5226 so vi
cc sn phm khc qua 3 nm 2011 - 2013
Sn phm Dedo D5226 l loi c tiu th cao v tng dn qua cc nm so
vi cc sn phm chnh cn li. Nm 2011, sn phm c tiu th 253 m2 chim
17,5% tng s lng tiu th ca sn phm chnh. n nm 2012, lng tiu th
tng ln 312 m2 (23,3%) so vi nm 2011 v chim 26,4% tng s tiu th. S
lng tiu th ca sn phm ny nm 2013 l cao nht t 362 m2 tng 50m2
(16,0%) so vi nm 2012 chim 29,0% tng s tiu th. S tng lng tiu th v t
trng ca sn phm Dedo D5226 qua cc nm l iu cn pht huy cho nhng nm
k tip. Bn cnh , cn quan tm n cc sn phm khc tng doanh thu t
c mc ti a.
GVHD: Nguyn Tng Lai
12
Trng Hiu
SVTH: Ng
TNHH Bo Huy
2.4.2.2 Sn phm Titadoor PM481
2011
2012
2013
Biu 2.4: Biu th hin t trng tiu thu sn phm Titadoor PM481 so vi
cc sn phm khc qua 3 nm 2011 - 2013
Nm 2011, lng tiu th ca sn phm Titadoor PM481 ch c 230 m2 chim
16,0% tng lng tiu th ca sn phm chnh. Nhng n nm 2012, lng tiu th
ca sn phm ny tng ln 297 m2(29,1%) so vi nm 2011 chim 25,0% tng
lng tiu th. n nm 2013, gim xung cn 268 m2 gim 29 m2 tng ng
9,8% so vi 2012, chim 21,2% tng lng tiu th. Vic sc gim khi lng tiu
th nm 2013 l iu cng ty cn ci thin nhng nm tip theo.
GVHD: Nguyn Tng Lai
13
Trng Hiu
SVTH: Ng
TNHH Bo Huy
2.4.2.3 Sn phm Titadoor PM481k
2011
2012
2013
Biu 2.5: Biu th hin t trng tiu thu sn phm Titadoor PM481k so
vi cc sn phm khc qua 3 nm 2011 - 2013
Mt trong nhng sn phm c khch hng a chung trong nhng nm qua
khng th khng ni n sn phm ca Alludoor KDT050F3 p ng nhu cu khch
hng v phm m, sang trng v an ton cao. Nm 2011, lng tiu th t 337
m2 chim 23,4% tng lng tiu th. Nhng n nm 2012, lng tiu th gim cn
283 m2 tc gim 54 m2 so vi nm 2011 v chim 24,0% tng lng tiu th. Nm
2013, lng tiu th ca sn phm Alludoor KDT050F3 tng ln 312 m2, tc tng
29 m2 tng ng 10,2% so vi nm trc v chim 24,8% tng lng tiu th
c nm. Tuy s lng sn phm ca sn phm Alludoor KDT050F3 tng gim qua
cc nm, nhng nhn chung t trng ca n vn tng u t 23,4%, 24,0%, 24,8%
qua 3 nm 2011 2013, nguyn nhn l do lng tiu th ca cc sn phm chnh
khc gim.
GVHD: Nguyn Tng Lai
14
Trng Hiu
SVTH: Ng
TNHH Bo Huy
2.4.2.4 Alludoor KDT050F3
2011
2012
2013
Biu 2.6: Biu th hin t trng tiu thu sn phm Alludoor KDT050F3 so
vi cc sn phm khc qua 3 nm 2011 - 2013
Mt sn phm cng thnh cng trong vic thu ht khch hng nm 2011
l Alludoor KDT050F3. Nm 2011, lng tiu th t 382 m2 cao nht trong tt c
cc sn phm ca doanh nghip, chim 26,5% tng lng tiu th. Ngc li nm
2012, sn phm ny li ch con 57 m2, gim 325 m2 tc gim 85,1% so vi nm
2011, chim 4,8 % tng lng tiu th c nm. Nm 2013, tip tc gim 7 m2 cn
50 m2, tc gim 12,3% so vi nm 2012, v ch chim 4,0 tng lng tiu th.
Nguyn nhn ca vic lng tiu th 2 nm 2012 v 2013 gim mnh l do doanh
nghip ch ng gim mt hng ny u t vo nhng loi sn phm ph hp v
gi c cao em n doanh thu ln cho cng ty.
GVHD: Nguyn Tng Lai
15
Trng Hiu
SVTH: Ng
TNHH Bo Huy
2.4.2.5 Sn phm Ca c
2011
2012
2013
Biu 2.7: Biu th hin t trng tiu thu sn phm Ca c so vi cc sn

phm khc qua 3 nm 2011 - 2013
Sn phm ca c ca doanh nghip cng l mt trong nhng sn phm c
khch hng a chung. Nm 2011, lng tiu th t 240 m 2 chim 16,6% tng
lng tiu th c nm. Nm 2012, tuy c gim nhng khng ng k, c th l: gim
5m2 cn 235 m2, tng ng gim 2,1% so vi nm 2011 v chim 19,8% tng
lng tiu th c nm. Nguyn nhn t trng 2012 vn cao hn 2011 l do lng
tiu th ca nhng sn phm cn li gim. Nm 2013, lng tiu th sn phm ca
c tng ng k 264 m2, cao nht trong 3 nm qua ch tnh ring sn phm ny. So
vi nm 2012 th tng thm 29 m2, tng ng 12,3%, v cao hn nm 2011 l 24
m2 v chim 21,0 % tng lng tiu th c nm.
GVHD: Nguyn Tng Lai
16
Trng Hiu
SVTH: Ng
TNHH Bo Huy
2.4.3 Mt s sn phm ph
VT: B
Sn phm
Khi lng tiu th

2011 2012 2013
Chnh lch
Chnh lch
2012/2011
Lng
%
2013/2012
Lng
%
B ti ngoi MIT
84
107
44
23
27,4
-63
-58,9
B ti ng YK
Bnh lu in
53
55
33
69
94
87
- 20
14
-37,7
25,5
61
18
184,8
26,1
35
227
29
238
61
286
-6
11
-17,1
4,8
32
48
110,3
20,2
Khc
Tng
GVHD: Nguyn Tng Lai
17
Trng Hiu
SVTH: Ng
TNHH Bo Huy
Bng 2.3: Tnh hnh tiu th sn phm ph ca doanh nghip qua 3 nm 2011 - 2013
Biu 2.8: Biu th hin lng tiu th sn phm ph qua nm 2011 - 2013
Tnh hnh tiu th ca mt s sn phm ph ng ch l mt hng B ti
ngoi MIT vi lng tiu th nm 2011 l 84 b chim 37% tng lng tiu th,
nm 2012. Tng ln ng k vi lng tng thm 23 b, tng ng 27,4% so vi
nm trc v chim 45% tng lng tiu th c nm. n nm 2013, mt hng
ny gim xung cn 44 b, tc gim 63 b (58,9%) v ch chim 15,3% tng lng
tiu th. Ngoi ra phi k n sn phm Bnh lu in, sn phm ny c xu hng
tng dn qua tng nm. Nm 2011, lng tiu th l 55 b, chim 24,2 % tng
lng tiu th. Nm 2012, mc tiu th tng ln thnh 69 b, tc tng 14 b tng
ng (25,5%) so vi nm 2011 v chim 29% tng lng tiu th c nm. Nm
2013, sn phm ny tip tc cho thy s vt tri v s lng tiu th, c th l t
87 b, tng thm 18 b so vi 2012, tc tng 26,1% v chim 30,4% tng s lng
tiu dng nm 2013. Vic u t vo mt s sn phm ph v c chiu hng tng
dn qua cc nm cng l mt gii php gip tng doanh thu cho cng ty.
GVHD: Nguyn Tng Lai
18
Trng Hiu
SVTH: Ng
TNHH Bo Huy
2.5 THUN LI - KH KHN
2.5.1 Thun li
- Cng ty nm trung tm thnh ph Cn Th, ni c nhiu khu dn c, nh
my x nghip, v cc cng trnh xy dng khu nh y l ngun khch hng di
do ca doanh nghip.
- Giao thng thun tin thun li trong vic khc hng tm n a sn phm n
vi khch hng mt cch tt nht.
- C i ng nhn vin c nhiu kinh nghim, chuyn mn v nhit tnh s gip
cng ty li ko c nhiu khch hng.
- Ngun cung cp sn phm v thit b di do, ch ng c lng hng cung
cp cho khch hng.
- Thng hiu uy tn dn c nhiu khch hng bit n.
- Nhiu sn phm ca cng ty c khch hng a chung v s dng, y l
nim tin cng ty hot ng hiu qu trong nhng nm ti.
2.5.2 Kh khn
- Cng ty cn hn ch v s lng i ng nhn vin k thut, gy kh khn
trong vic lp t sn phm kp thi cho khch hng, dn n tnh trng chm tr
khch hng khng hi lng.
- S ra i ca nhiu doanh nghip cng ngnh lm cho vic cnh tranh v cng
kh khn, dn n chia s khch hng lm doanh thu st gim.
- Khch hng ngy cng kh tnh trong vic cm nhn dch v v cht lng sn
phm, i hi hiu c khch hng cn g l iu quan trng.
- Bn cnh , do ngun vn ca cng ty c hn nn khng th nhn nhiu hp
ng vi s lng ln cng nh thc hin tt cc chin lc Marketing, y l mt
trong nhng kh khn ln m cng ty mc phi.
- Chi ph nguyn vt liu tng qua cc nm l nguyn nhn lm li nhun gim.
2.5.3 Phng hng pht trin
GVHD: Nguyn Tng Lai
19
Trng Hiu
SVTH: Ng
TNHH Bo Huy
Phn u trong nm ti tng thm 12% tng li nhun so vi nm trc , tr
thnh doanh nghip thu ht khch hng tiu th cc sn phm ca ln nht ti Cn
Th v cc tnh ln cn trong vic cung cp lp t cc loi ca cun trn th trng
Nng cao cht lng phc v, bi dng tay ngh cho nhn vin p ng nhu
cu ngy cng cao ca ngi tiu dng.
M rng thm 2 i l kh nng cung ng sn phm p ng y nhu
cu th trng.
Lin kt vi cc doanh nghip cng ngnh thnh mt h thng tng s cnh
tranh vi cc cng ty nc ngoi.
Trong chng 2 nghin cu tng quan v doanh nghip. T , thy c
thun li v kh khn trong qu trnh hot ng kinh doanh ca doanh nghip, y
l tin a ra nhng gii php Marketing mix Chng 4 sao cho ph hp
vi tnh hnh hin ti ca doanh nghip.
GVHD: Nguyn Tng Lai
20
Trng Hiu
SVTH: Ng
TNHH Bo Huy
CHNG 3
C S L LUN
Chng 3 gii thiu mt s nh ngha v Marketing, Marketing mix, vai tr ca
Marketing v Marketing mix v cc phng php s dng trong nghin cu. Cc
phng php s dng gm c: phng php so snh, phng php phn tch mi
trng kinh doanh v m hnh Marketing - mix.
3.1 TNG QUAN V MARKETING V MARKETING - MIX
3.1.1 Khi nim v Marketing
3.1.1.1 Marketing l g?
Marketing l hot ng tip th hng n s tha mn nhu cu v c mun
ca con ngi thng qua tin trnh trao i. Trong tin trnh , ngi bn phi tm
ra ngi mua, phi nh r nhu cu, c mun ca khch hng, phi to ra sn phm
cn thit, nh gi, phn phi, vn chuyn, qung co v bn hng.
3.1.1.2 nh ngha Marketing ca Philip Kotler
Marketing l mt qu trnh qun l mang tnh x hi, nh cc c nhn v tp
th c c nhng g 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.
3.1.1.3 nh ngha Marketing theo Hip hi Marketing M
Marketing l mt chc nng ca t chc v mt chui cc quy trnh to dng,
giao tip v to ra cc gi tr cho khch hng cng nh vic qun l cc mi quan h
khch hng theo nhng phng thc to ra li ch cho t chc v cc bn c quyn
li lin quan ca t chc.
3.1.1.4 nh ngha Marketing ca vin Marketing Anh
Marketing l qu trnh t chc v qun l ton b cc hot ng sn xut kinh
doanh t pht hin ra v bin sc mua ca ngi tiu dng thnh nhu cu thc s v
GVHD: Nguyn Tng Lai
21
Trng Hiu
SVTH: Ng
TNHH Bo Huy
mt hng c th n vic sn xut v a hng ha n ngi tiu dng cui
cng nhm m bo cho cng ty thu c ngun li nhun d kin.
3.1.1.5 nh ngha Marketing theo quan nim mi
Marketing l thit lp, duy tr v cng c cc mi quan h vi khch hng v
cc i tc c lin quan lm tha mn mc tiu ca cc thnh vin ny.
Qua cc nh ngha trn, chng ta c th xc nh c phng chm t tng
chnh ca Marketing hin i l:
+ Bn ci th trng cn, hng ha phi ph hp vi nhu cu v th hiu ca
khch hng. Ch c nh vy hng ha mi tiu th c nhanh, mnh.
+ Khu quan trng nht trong kinh doanh l tiu th. V vy doanh nghip tn
ti c khi v ch khi bn c hng ha.
+ Cn nghin cu th trng cn thn bit c ngi tiu dng cn g v xu
hng th trng nh th no doanh nghip c th phn ng linh hot.
+ Hot ng Marketing phi gn lin vi t chc v qun l Marketing i hi
phi a nhanh tin b khoa hc vo sn xut kinh doanh.
Cng vic ca Marketing l bin cc nhu cu x hi thnh nhng c hi sinh
li v cng t cc danh ngha trn, ra rt ra 5 nhim v ca Marketing:
+ Lp k hoch (Planning)
+ Nghin cu (Research)
+ Thc hin (Implementation)
+ Kim sot (Control)
+ nh gi (Evaluation)
3.1.2 Khi nim v Marketing mix
Marketing l tp hp cc phng tin (cng c) Marketing c th kim sot
c m doanh nghip phi hp s dng to nn s p ng cn thit trong th
trng mc tiu nhm t c mc tiu Marketing ca mnh.
Thnh phn ca Marketing mix gm c:
GVHD: Nguyn Tng Lai
22
Trng Hiu
SVTH: Ng
TNHH Bo Huy
+ Product (sn phm): Qun l cc yu t sn phm, dch v (thng hiu,
chc nng, cht lng, hnh thc, bao b, dch v km theo, ch bo hnh,) v
lp k hoch pht trin sn phm, dch v ra th trng.
- Khch hng mun iu g t sn phm/dch v? Cn nhng g tha mn
iu ?
- Nhng tnh nng g ca sn phm cn tha mn nhu cu ca khch hng?
- Khch hng s dng sn phm u v nh th no?
- Sn phm trong nh th no? Khch hng tm hiu cch thc s dng ?
- Kch c, mu sc? Tn gi ca sn phm?
- Lm th no khc bit ha vi sn phm ca i th cnh tranh?
- Chi ph no l cao nht, khi bn ra sn phm vn c li?
+ Price (Gi): Quyt nh n gi sn phm ngoi tr cc chi ph sn xut, iu
hnh cn tnh n cc yu t khc (gi hin ti ca sn phm cnh tranh, gi khuyn
mi, gi cho cc i l, gi p dng cho cc hnh thc thanh ton,) xc nh gi
nim yt cho sn phm.
- Gi tr ca sn phm/dch v em n cho ngi mua l g?
- C thit lp mc gi cho sn phm/dch v trong mt khu vc hay khng?
- Khch hng c nhy cm vi gi hay khng? C cn gim gi dnh th
phn hay khng? Hay tng gi khi mun tng li nhun bin?
- Chic khu nh th no cho nhng khch hng c th?
So snh gi vi i th nh th no?
+ Place (Phn phi): 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 hu cn
(logistics) v vn chuyn sn phm.
- Khch hng c th tm thy sn phm/dch v ca bn u?
- Lm th no thm nhp vo cc knh phn phi ph hp?
- C cn mt i ng bn hng hay khng? Hay tham gia cc hi ch thng
mi? Hay bn hng trc tuyn? t mi quan h vi cc i tc phn phi ra sao?
GVHD: Nguyn Tng Lai
23
Trng Hiu
SVTH: Ng
TNHH Bo Huy
+ Promotion (Chiu th): Gii thiu v thyt phc th trng tim nng dng
sn phm ca doanh nghip thng qua cc hnh thc chiu th (qung co, bn hng
c nhn, quan h cng chng, bo ch hoc Internet,).
- u v khi no c th truyn thng ip marketing ca mnh n khch
hng mc tiu?
- Tip cn khch hng bng cch no? S dng phng tin no truyn thng ?
- Thi im no thch hp nht qung b sn phm? Nhng vn mi
trng no nh hng n sn phm?
- i th cnh tranh s dng hot ng chiu th no? Nhng bin php c
nh hng n hot ng chiu th m doanh nghip chn hay khng?
T xem xt thc trng Marketing mix c hiu qu vi doanh nghip hay
khng pht trin hoc khc phc nhng hn ch v a ra gii php ph hp.
3.1.3 Vai tr ca Marketing v Marketing mix
Marketing c vai tr l cu ni trung gian gia cc hot ng ca doanh nghip
v th trng, m bo hot ng ca doanh nghip hng n th trng, ly th
trng lm mc tiu kinh doanh. Ni cch khc, Marketing c nhim v to ra
khch hng cho doanh nghip. S dng Marketing trong cng tc lp k hoch kinh
doanh s gip cho doanh nghip thc hin phng chm k hoch phi xut pht t
th trng.
3.2 CC PHNG PHP S DNG NGHIN CU
3.2.1 Phng php so snh
thc hin phng php ny phi tri qua 3 bc:
+ Bc 1: La chn cc ch tiu so snh
Trc ht chn ch tiu ca mt k lm cn c so snh c gi l k gc.
Ty theo mc tiu m la chn k gc thch hp.
+ Bc 2: iu kin so snh
php so snh c ngha th iu kin tin quyt l ch tiu em i so snh
phi m bo tnh cht so snh c c v khng gian ln thi gian.
GVHD: Nguyn Tng Lai
24
Trng Hiu
SVTH: Ng
TNHH Bo Huy
V thi gian: Cc ch tiu phi c tnh trong cng mt thi gian hoch ton
nh nhau v phi ng nht trn c ba mt:
- Cng phn nh mt ni dung kinh t.
- Cng mt phng php nghin cu.
- Cng mt n v o lng.
+ Bc 3: K thut so snh
So snh bng s tuyt i: L kt qu ca php tr gia tr s ca k phn tch
so vi k gc. Kt qu so snh ny biu hin khi lng quy m ca cc hin tng
kinh t.
F = F1 F0
Trong : F: tr s trn lch gia hai k

F1: tr s tiu k phn tch
F0: tr s tiu k gc
So snh bng s tng i: l t l phn trm (%) ca ch tiu k phn tch (F1)
so vi ch tiu gc (F0) th hin mc hon thnh hoc t l ca s chnh lch
tuyt i so vi ch tiu gc nhm ni ln tc tng trng. Ch s ny dng
phn tch doanh thu, chi ph, li nhn ca cng ty.
%F = (F1/F0) x 100 - 100
Trong :
%F: l phn trm gia tng ca cc ch tiu kinh t
F1: tr s tiu k phn tch
F0: tr s tiu k gc
GVHD: Nguyn Tng Lai
25
Trng Hiu
SVTH: Ng
TNHH Bo Huy
3.2.2 Cc thnh phn chnh sch Marketing mix trong hot ng kinh doanh
3.2.2.1 Chin lc sn phm
+ Khi nim v sn phm
Sn phm theo quan im Marketing l tt c cc yu t c th p ng cc
nhu cu, mong mun ca khch hng, mang li li ch cho h, ng thi c th cho
bn trn th trng.
+ Qun l sn phm
Vai tr nn tng: Qun l s sng to v qun l cc ngun lc phc v cho
vic thit k sn phm.
- Qun l sn phm (hoc nhn hiu): Phn tch th trng pht trin, pht trin
cc chin lc cho sn phm, phn b cc ngun lc Marketing cho sn phm.
- Qun l sn phm mi: Hng dn qu trnh to ra sn phm mi
+ Thng hiu: l mt hnh tng v mt doanh nghip, hay mt nhm hng
ha, dch v trong con mt khch hng; l tp hp cc du hiu phn bit hng
ha dch v ca doanh nghip ny vi hng ha, dch v ca doanh nghip khc.
Thng hiu l nhng g to nn s lin tng v mt cm xc vi khch hng.
Thng hiu l du n ca s tin cy.
Cc loi thng hiu:
- Thng hiu c th hay thng hiu ring
- Thng hiu gia nh
- Thng hiu tp th
- Thng hiu quc gia
- H thng nhn din thng hiu
+ Cc chin lc sn phm
- Chin lc thm nhp th trng: Cc n lc tip th nhm tng doanh s thu
c ca sn phm, dch v hin c trn th trng hin c.
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TNHH Bo Huy
- Chin lc pht trin th trng: Cc n lc tip th hng n vic m rng
h thng phn phi v tm kim thm khch hng cho sn phm, dch v hin c trn
th trng mi.
- Chin lc pht trin sn phm, dch v: Cc n lc tip th nhm to ra sn
phm, dch v mi hoc sn phm, dch v c c thm chc nng mi v p ng
trn cng th trng hin c.
- Chin lc a dng ha sn phm, dch v: Cc n lc tip th nhm to ra
sn phm, dch v mi v th trng mi.
3.2.2.2 Chin lc gi
+ Khi nim v gi: Gi c l gi tr trao i m khch hng sn sng tr i
ly nhng li ch t vic s dng mt sn phm hoc dch v no .
+ Tm quan trng ca gi:
- i vi khch hng: Gi c l c s quyt nh mua sn phm ny hay sn
phm khc l n by kch thch tiu dng.
- i vi cng ty: gi c l v kh cnh tranh trn th trng, quyt nh doanh
s hay li nhun; gin tip th hin cht lng sn phm v nh hng ti chng
trnh Marketing chung.
- Tm v m: gi c l ngi ch o h thng kinh t nh hng n s phn
phi cc yu t sn xut; lm pht, li sut ngn hng.
+ Cc nhn t nh hng n quyt nh gi
- Cc mc tiu Marketing ca doanh nghip ng vai tr nh hng cho vic
c ra nhim v ca gi c. Mun tr thnh mt cng c Marketing hu hiu th gi
phi phc v c lc cho chin lc Marketing v th trng mc tiu v nh v ca
sn phm doanh nghip. Do vy, khi nh gi doanh nghip phi cn c vo mc
tiu Marketing ca doanh nghip v chin lc nh v sn phm m doanh nghip
chn.
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TNHH Bo Huy
- Gi v cc bin s Marketing khc
Gi thc cht l mt cng c trong Marketing mix doanh nghip tc ng
vo th trng nhm t c mc tiu ra. Do vy, gi phi phc v mc tiu
Marketing chung ca doanh nghip. Mun vy, chin lc gi phi ng b, nht
qun vi cc chin lc Marketing mix khc nh chin lc sn phm, chin lc
phn phi, chin lc chiu th. Chng hn, khi mc tiu doanh nghip l dn u v
cht lng th gi phi t cao to uy tn v b p cho chi ph bo m cht
lng cao. Gi bn cn ph thuc vo cc giai on khc nhau ca chu k sng ca
sn phm m doanh nghip cung cp cho th trng.
- Chi ph cho mt n v sn phm
- Cc yu t khc
+ Cc chin lc gi
- Chin lc gi ht vng: cc doanh nghip thng t gi bn sn phm ca
mnh mc cao nht cho nhng phn on th trng ngi mua sn sng chp
nhn sn phm .
- Chin lc gi thm nhp: Ngc li vi chin lc gi ht vng, chin lc
ny n nh mc gi thp, nht l i vi sn phm mi, nhm thay i mc tiu
chim lnh th trng.
- Chin lc gi cnh tranh: Ly gi ca i th lm mc tiu nh gi.
3.2.2.3 Chin lc phn phi
+ Khi nim v phn phi
Knh phn phi l tp hp cc cng ty hay cc c nhn m qua ngi bn
thc hin vic chuyn giao cho ngi tiu dng quyn s dng hay quyn s hu
hng ha hay dch v c th.
Knh phn phi l con ng hng ha c lu thng t cc nh sn xut n
ngi tiu dng. Nh m khc phc c nhng tr ngi v thi gian, a im
v quyn s hu hng ha v dch v vi nhng ngi mun s hu chng. Cc
thnh vin ca knh phn phi lm mt s chc nng:
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- Nghin cu v thu thp mt s thng tin cn thit lp k hoch v to iu
kin thun li cho vic trao i.
- Kch thch tiu th, son tho v truyn b nhng thng tin v hng ha.
- Thit lp cc mi quan h, to dng v duy tr cc mi quan h vi ngi mua
tim n.
- Hon thin hng ha, lm cho hng ha p ng c nhng nhu cu ca
ngi mua. Vic ny lin quan hot ng sn xut, phn loi, lp rp v ng gi.
- T chc lu thng hng ha, vn chuyn, bo qun v d tr hng ha.
- Tin hnh thng lng, tha thun vi nhau v gi c v nhng iu kin
khc thc hin bc tip theo l chuyn giao quyn s hu v quyn s dng.
- m bo kinh ph, tm kim v s dng ngun vn b p cc chi ph hot
ng ca knh.
- Chp nhn ri ro v gnh chu trch nhim v hot ng ca knh.
+ Cu trc ca knh phn phi: Trong knh phn phi s lng trung gian
nhiu hay t ty thuc vo v tr, th phn, kh nng ti chnh ca cng ty cng nh
uy tn ca cng ty trn th trng. Trn thc t thng c hai loi knh phn phi:
- Knh trc tip (knh cp khng): Nh sn xut Ngi tiu dng.
- y l hnh thc doanh nghip sn xut bn thng sn phm ca mnh cho
ngi tiu dng cui cng khng qua khu trung gian.
- Knh gin tip: l hnh thc doanh nghip sn xut bn thng sn phm ca
mnh cho ngi tiu dng cui cng thng qua khu trung gian.
* Knh cp 1: Nh sn xut Ngi bn l - Ngi tiu dng
knh ny lu thng hng ha qua bn l. y l knh ngn, c u im
thun tin cho ngi tiu dng, sn phm hng ha lu chuyn nhanh. Tuy nhin n
ch ph hp vi cc doanh nghip bn l ln v c mi quan h trc tip vi ngi
sn xut.
* Knh 2: Nh sn xut Ngi bn bun Ngi bn l - Ngi tiu dng
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knh ny n tay ngi tiu dng cui cng phi qua ngi bn bun v
ngi bn l. knh ny c thi gian lu chuyn v chi ph ln hiwn knh cp 1
nhng n ph hp vi iu kin sn xut v lu thng nhiu loi sn phm.
* Knh cp 3: Nh sn xut M gii - Ngi bn bun Ngi bn l Ngi tiu dng
knh ny ngoi hai khu trung gian nh knh cp 2 cn c thm khu m
gii trung gian. Ngi m gii y hot ng rt nng ng cung cp thng tin
cn thit cho ngi bn v ngi mua. Tuy nhin s rt ri ro, nu trng hp ngi
m gii thiu trung thc.
Trong thc t cn tn ti nhng knh nhiu cp hn. Theo cc quan im ca
cc nh sn xut th knh cng nhiu cp th cng kh kim sot.
+ Cc chin lc phn phi
Chin lc phn phi rng ri: cc doanh nghip p dng chin lc ny khi
mun m rng th phn v lm cho ngi tiu dng bit n sn phm ca mnh,
cng nhiu knh phn phi cng tt.
Chin lc phn phi rng quyn: cc doanh nghip p dng chin lc ny
khi c uy tn trn th trng, do vy h mun lc chn nhng nh phn phi c
nng lc nht. Vi cc mt hng c bit thng p dng chin lc ny.
Chin lc phn phi chn lc: kt hp hoi ha hai chin lc trn.
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3.2.2.4 Chin lc chiu th
+ Khi nim chiu th
Chiu th l hot ng chuyn thng v sn phm v bn thn doanh nghip ti
khch hng nhm thuyt phc h tin tng v mua sn phm. Do vy, ngi ta cn
gi y l cc hot dng truyn thng Marketing.
Mc ch c bn ca chiu th l thng bo, thuyt phc nhc nh i tng
nhn tin. Qua cc ni dung thng ip, doanh nghip thng bo cho khch hng v
s c mt ca sn phm trn th trng, thuyt phc h v cc u vit ca sn phm
so vi sn phm cnh tranh, v nhc nh h n mua sn phm khi c nhu cu.
+ Cc cng c chiu th
- Qung co l hnh thc truyn thng gin tip, phi c nhn, c thc hin
qua cc phng tin truyn tin phi tr tin gii thiu sn phm, thuyt phc
khch hng, ch th qung co phi chu chi ph.
Cc phng tin qung co:
* Qung co trn cc phng tin truyn thng: u im l phm vi lan truyn
rng, c nhiu ngi bit n. Tuy nhin, kh nng truyn ti thng tin b hn ch do
thi gian qu ngn.
* Qung co ngoi tri vi cc pano, p phch: thun li l thng tin tc ng
n khch hng lu v ch tn chi ph. Tuy nhin, kh nng tc ng n khch hng
mc tiu l khng cao v hiu qu ph thuc rt nhiu vo tnh sng to trong thit
k v im t qung co.
* Qung co trc tip n khch hng nh vic gi th hay pht t ri: ni
dung ca hnh thc ny l cng ty gi n khch hng tim nng gii thiu v
cng ty, cc sn phm ca cng ty cng nh trit l kinh doanh v cch thc phc v
khch hng, cc dch v h tr bn hng, Cn t ri s dng km vi cc chin
dch qung co ln. T ri tp trung m t v cc c im ca sn phm hay ni
dung cc chng trnh khuyn mi chm sc khch hng.
- Quan h cng chng v tuyn truyn
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* Quan h cng chng l cc hot ng truyn thng gin tip ca doanh
nghip nhm gy thin cm ca cng chng vi doanh nghip v sn phm ca n.
* Tuyn truyn cc hot ng s dng cc phng tin truyn thng i chng
truyn tin khng mt tin v cng ty v sn phm nhm mc ch gy thin cm
vi khch hng, thuyt phc h mua. Tuyn truyn l mt dng c bit ca quan h
cng chng.
- Khuyn mi: l hot ng kch thch, khuyn khch khch hng mua trong
giai on ngn bng cch cung cp cho h cc li ch tng thm nhm tng doanh
thu. Khuyn mi cng nhm vo cc trung gian trong knh phn phi nhm kch
thch h bn nhiu hng ha cho doanh nghip.
- Bn hng trc tuyn: l qu trnh giao hng trc tip gia ngi bn v khch
hng, qua ngi bn tm hiu nhu cu, t vn, gii thiu, thuyt phc khch hng
la chn v mua sn phm.
3.2.3 Mi trng v m
L ni m cng ty bt u tm kim nhng c hi v pht hin nhng e da,
n bao gm tt c nhng nhng nhn t v lc lng c nh hng n hot ng
v kt qu kinh doanh ca cng ty. Cc lc lng bn ngoi khng th kim sot
c. Cc yu t ca mi trng v m bao gm mi trng kinh t, mi trng t
nhin, mi trng cng ngh, mi trng chnh tr v php lut, mi trng nhn
khu hc.
Mi trng v m nh hng n tt c cc ngnh kinh doanh, nhng khng
nht thit theo mt cch nht nh.
3.2.3.1 Mi trng kinh t
Mi trng kinh t bao gm cc yu t v m nh hng n sc mua ca
ngi dn. l tc tng trng kinh t quc dn, lm pht, tht nghip, li sut,
ngn hng. Cc yu t kinh t ny nh hng trc tip n cc hot ng
Marketing ca doanh nghip
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3.2.3.2 Mi trng t nhin
Mi trng t nhin l h thng cc yu t t nhin c nh hng n ngun
lc u vo cn thit cho cc hot ng ca doanh nghip, do vy cng nh hng
n cc hot ng Marketing ca doanh nghip. l cc yu t nh kh hu, thi
tit, v tr a l. Ti nguyn thin nhin, mi trng,
3.2.3.4 Mi trng chnh tr v php lut
Mi tng chnh tr, php lut c nh hng ln ti cc hot ng Marketing
ca doanh nghip. Mi trng chnh tr php lut bao gm h thng cc lut v cc
vn bn bn di lut, cc cng c, chnh sch nh nc, cc c quan php lut, cc
c ch iu hnh ca nh nc. Tc ng ca mi trng chnh tr, php lut n
doanh nghip th hin vai tr qun l nh nc i vi nn kinh t quc dn.
3.2.3.5 Mi trng nhn khu hc
Mi trng nhn khu hc nghin cu cc vn v quy m, mt , phn b
dn c, ngh nghip, tui tc, gii tnh, tn gio, t l sinh, t l cht, Cc yu t
nhn khu hc nh hng n cc haotj ng Marketing v con ngi hp thnh th
trng cho c doanh nghip.
3.2.4 Mi trng vi m
Mi trng vi m bao gm cc yu t c quan h trc tip n hot ng
Marketing ca cng ty v nh hng n kh nng phc v khch hng. l cc
nh cung ng, cc khch hng, cc i th cnh tranh, v mt s nhn t khc.
Khc vi mi trng v m, doanh nghip c th tc ng n mi trng vi
m thng qua cc chnh sch, chin lc kinh doanh ca doanh nghip.
3.2.4.1 Cc yu t v lc lng bn trong doanh nghip
Hot ng Marketing khng phi l hot ng ring r trong doanh nghip.
Ngc li, n b chi phi bi cc lc lng, cc yu t khc trong doanh nghip.
3.2.4.2 Cc trung gian Marketing
Trung gian Marketing l cc t chc kinh doanh c lp tham gia h tr cho
doanh nghip trong cc khu khc nhau trong chui gi tr ca doanh nghip. Cc
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trung gian ny rt quan trng, nht l trong mi trng cnh tranh quc t, cc
doanh nghip c xu hng thu ngoi cc khu khc nhau trong chui gi tr ca
doanh nghip. iu ny s gip cho doanh nghip tit kim c chi ph v nng
cao hiu qu hot ng kinh doanh. Do vy doanh nghip phi bit la chn trung
gian ph hp v xy dng cc mi quan h lu di vi cc trung gian.
Cc loi trung gian:
- Cc i l bn bun, bn l, cc i l phn phi c quyn, cc cng ty vn
chuyn, kho vn.
- Cc cng ty t vn, nghin cu th trng, cc cng ty qung co, cc i,
bo ch, pht thanh, truyn hnh.
- Cc t chc ti chnh Ngn hng, Cng ty ti chnh, Cng ty bo him, Cng
ty kim ton.
3.2.4.3 Cc nh cung ng
Cc nh cung ng cung cp cc yu t u vo cho doanh nghip hot ng.
l ti chnh, in, nc, vt t, my mc thit b, Nu qu trnh cung cp cc
u vo ny b trc trc th nh hng ln n qu trnh sn xut ca doanh nghip,
c bit trong iu kin cnh tranh. Do vy, doanh nghip phi hiu bit, quan tm
v xy dng mi quan h bn vng vi cc nh cung cp.
3.2.4.4 Khch hng
Khch hng l ngi quyt nh s thnh bi ca doanh nghip, l mc tiu
kinh doanh ca doanh nghip. Mc tiu ca doanh nghip l p ng nhu cu ca
khch hng mc tiu. Do vy, doanh nghip phi hiu r khch hng.
Khch hng to nn th trng ca doanh nghip. Thng ngi ta thng chi
thnh 5 loi th trng nh sau:
- Th trng ngi tiu dng: L cc c nhn, cc h tiu dng mua hng ha
v dch v cho mc ch c nhn.
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- Th trng khch hng doanh nghip: L cc t chc v doanh nghip mua
hng ha v dch v gia cng ch bin thm hoc s dng vo mt qu trnh sn
xut kinh doanh khc.
- Th trng cc nh bun trung gian: L cc t chc, c nhn mua hng ha,
dch v cho mc ch bn li kim li.
- Th trng cc c quan t chc ng, Nh nc: Mua hng ha, dch v cho
mc ch s dng trong lnh vc qun l, hot ng cng ng hoc chuyn giao
ti cc t chc, c nhn khc ang c nhu cu s dng.
- Th trng quc t: Khch hng nc ngoi bao gm ngi tiu dng, ngi
sn xut, ngi mua trung gian v chnh ph ca cc nc khc.
3.2.4.5 i th cnh tranh
Yu t cnh tranh tc ng n cc hot ng Marketing ca doanh nghip.
Cc nh qun tr Marketing lun lun quan tm n hot ng ca cc i th cnh
tranh, n cc chin lc sn phm, gi c, phn phi v chiu th ca cc i th.
i th cnh tranh ca doanh nghip bao gm i th cnh tranh c trong ngnh v
di th cnh tranh tim n.
- i th cnh tranh hin c trong ngnh: y l mt p lc thng xuyn v
e da trc tip cc doanh nghip, khi p lc cnh tranh gia cc doanh nghip ngy
cng tng ln th cng e da v tr v s tn ti ca cc doanh nghip.
- i th tim n: Mc cnh tranh trong tng lai b chi phi bi cc nguy
c xm nhp ca nhng nh cnh tranh tim n, ph thuc vi cc ro cn xm
nhp. y l mi e da ln i vi doanh nghip, do h lun c gng ngn cn
cc i th tim n gia nhp ngnh.
3.3 VAI TR CA MARKETING I VI VIC Y MNH TIU TH
SN PHM
Mt trong nhng hot ng ca Marketing l tiu th c nhiu sn phm vi
doanh thu cao v chi ph thp thng qua vic tha mn nhu cu khch hng. T vic
duy tr s hi lng ca khch hng v sn phm m doanh nghip ngy cng c ch
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ng trong lng khch hng. Do vy, sn phm ca doanh nghip c khch hng
u tin la chn, kt qu l s lng sn phm dch v m cng ty cung cp tiu th
ngy cng nhiu, li nhun ca doanh nghip thu c ngy cng ln.
Theo ng Peter Drucket mt trong nhng nh l lun ch cht v cc vn
qun l nhn xt nh sau: Mc ch ca Marketing khng cn thit l y mnh
tiu th. Mc ch chnh ca n l nhn v hiu khch hng k n mc hng ha
v dch v s p ng ng th hiu v t n tiu th c. iu ny khng c
ngha l vic kch thch tiu th khng cn ngha na m ni mt cch ng n
hn n tr thnh mt b phn ca Marketing mix. V nhn xt trn cho thy vai
tr to ln ca hot ng Marketing, cho thy c v tr ca n v nh hng n
qu trnh tiu th.
Mc tiu c bn thc y doanh nghip l li nhun. thc hin iu ny,
doanh nghip cn phi tiu th c sn phm, do vy phi hng ra th trng.
iu ny khng ch n thun l to ra sn phm c cht lng cao hn, thit k bao
b tht bt mt, p dng c bin php mi, quy nh gi bn v qung co sn phm,
Tuy nhin, mc tiu ln nht ca hot ng Marketing l m bo sn xut v
cung cp nhng sn phm hp dn cho th trng mc tiu, bnh cnh l s phi
hp cc chc nng khc trong cng ty.
Tm li, Marketing tc ng ti i sng ca mi con ngi trong x hi,
n kt ni khch hng vi sn phm ca doanh nghip. Nu mt doanh nghip lm
th trng tt, c hot ng Marketing ng n chc chn s thnh cng v c l
doanh thu cng nh li nhun s tng cao.
Qua mt s nh ngha v Marketing mix v cc phng php s dng trong
nghin cu c trnh bi trong chng 3, s l c s nh gi v phn tch cc
thc trng Marketing mix ca cng ty chng 4.
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CHNG 4
GII PHP MARKETING MIX
CHO CNG TY TNHH BO HUY
Chng 4 s phn tch v thc trng Marketing mix ca cng ty trong 3 nm 2011
2013. Bn cnh , s phn tch nhng tc ng ca mi trng vi m v v m
nh gi s tc ng ca n n cc chnh sch Marketing mix ca Cng ty
TNHH Bo Huy
4.1 THC TRNG MARKETING MIX TI CNG TY
to c li th cnh tranh vi cc doanh nghip khc, cng ty cn tng
cng u t vo hot ng Marketing v bn hng.
S u t ca doanh nghip vo Marketing c hiu qu hay khng ta khng ch
nhn vo khong do doanh thu kim c m l phn li nhun cui cng m doanh
nghip t c. Nm 2011 doanh nghip t li nhun 296 triu ng cao nht
trong 3 nm 2011 2013, l nm m hot ng Marketing c doanh nghip ch
trng v u t hiu qu. Tuy nhin, con s ny bt u gim nm 2012 ch t c
241 triu ng, gim 55 triu ng (18,6%). n nm 2013 doanh nghip c chiu
hng tng ln v li nhun 265 triu ng, s tng ln ny vn cn thp khon
10%. Nguyn nhn ca tnh trng trn l do nm 2012 doanh nghip gp nhiu
kh khn nn ct gim mt phn chi ph t hot ng Marketing, lm cho lng
tiu th gim ng k. Vic tm thu ht khch hng c phn gim sc so vi nm
trc . Nm 2013 c phn kh quan hn, vic u t vo khu Marketing c
doanh nghip ch trng. mc d doanh thu tng ng k. Tuy nhin, khon chi ph
b ra vo hot ng Marketing v bn hng li tng cao so vi nm 2012, iu ny
lm nh hng n li nhun m doanh nghip gim.
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4.1.1 Chin lc sn phm

Cht lng sn phm l yu t quan trng nht nh hng n s thnh cng
ca doanh nghip. Mt sn phm mun tn ti trn th trng th iu cn thit nht
l cht lng sn phm phi m bo kh nng cnh trnh. N ng vai tr hng u
hng n s thnh cng ca doanh nghip. t c nhng tiu chun cht
lng sn phm, doanh nghip c i ng nhn vin c y chuyn mn thm
nh tng sn phm m doanh nghip nhp hng v, cng nh trong khu sn xut
sn phm.
Hin ti, cng ty ang kinh doanh cc mt hng nh: Dedo D5226, Titadoor
PM481, Titadoor PM481k, Alludoor KDT050F3, Ca c, B ti ngoi MIT, bnh lu in,
v trong nhng nm tip theo cng ty s y mnh vic tiu th cc sn phm

ny.
+ Dedo D5226: Ca c sn xut theo cng ngh ca c, m bo c tnh
m, nhanh, bn, nh; C th to khe thong bt k cao no, t ng o chiu
hoc t ng ngt khi gp chng ngi vt; Ci t bo ng hoc n t sng khi c
t nhp; Thit b chng nng gip ca tuyt i an ton khi m; Nan ca c lin
kt bng b keo mm, chng x nan, chng mi mn gip ca vn hnh m, n
nh.
+ Titadoor PM481: L loi ca nhm, khe thong, c sn xut theo cng
ngh c sn xut ti Vit nam. Thn ca lm t hp kim nhm 6063, l thong
hnh oval, hnh thang, kt cu 2 chn, 2 vit, 2 chn cho chu lc, mc dy 1.4 mm,
v thn chu lc dy 1.4 mm.
+ Titadoor PM481k: Kt cu c thm 3 thanh ngang ch K chu lc, mc dy 1.3
mm, v chn chu lc dy 2.0 mm, cn nhng chi tit khc hong ton tng t nh
Titadoor PM481.
+ Alludoor KDT050F3: L sn phm vi kch thc ti a ngang 7m - cao 6m;
Cu to 2 chn dy 2, vt, 3 lp c khe thong. T dng khi gp vt cn, lu in
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trong 30 34h mt in, m nh - bn nhanh p, c sn xut theo cng
ngh ca c, l sn phm tiu th kh cao trong nm 2011.
+ Ca c: L loi ca c thit k v sn xut kh n gin, d s dng, c
lm t thp, st, nhm theo yu cu ca khch hng vi gi tng i thp, ph hp
vi ngi thu nhp thp.
+ B ti ngoi MIT: c thit k theo cng ngh s 1 i loan, thch hp
cho tt c cc sn phm ca cun vi sc nng t 300-1000kg, kt ni d dng vi
tt c cc thit b khc, b t ngt, b o chiu, ci bo ng; ueeyf khin t xa
hoc nt m tng, tch hp h thng chng r in. c role nhit an ton khi s
dng. c dng cho cc vn phng, nh , nh xng, nh kho,
Bn cnh , doanh nghip cn thng xuyn cp nht nhng loi ca v thit
b cng ngh mi, an ton, thm m, a dng ha mu m, gip ngi tiu dng c
thm nhiu s la chn. Doanh nghip cn sn xut v gia cng nhng sn phm
ca theo yu cu ca khch hng di hng dn ca nhn vin k thut sn
phm t yu cu v cht lng.
4.1.2 Chnh snh gi

Gi c l yu t quan trng em li li nhun cho cng ty. S iu chnh gi c
sao cho ph hp vi th trng, tng kh nng cnh tranh nn gi bn ca cc sn
phm ca doanh nghip khng chnh lch nhiu. Tuy nhin s bin ng v gi nh
hng n s tng trng ca cng ty, lm cho hiu qu kinh doanh gim.
GVHD: Nguyn Tng Lai
40
Trng Hiu
SVTH: Ng
TNHH Bo Huy
Bng 4.1: Tnh hnh n gi ca cng ty trong 3 nm qua 2011 2013
VT: ng
n
Sn phm
n gi
Dedo D5226
M2
2011
2.180.000
2012
2.150.000
2013
2.250.000
Titadoor PM481
M2
1.950.000
2.100.000
Titadoor PM481k
M2
2.120.000
Alludoor KDT050F3
M2
Ca c
B ti ngoi MIT
Chnh lch
Chnh lch
2012/2011
2013/2012
(30.000)
100.000
2.075.000
150.000
(25.000)
2.050.000
2.175.000
(70.000)
125.000
1.820.000
1.780.000
1.780.000
(40.000)
M2
B
590.000
4.550.000
640.000
4.500.000
700.000
4.350.000
50.000
(50.000)
60.000
(150.000)
B ti ng YK
5.690.000
5.600.000
5.950.000
(90.000)
350.000
Bnh lu in
4.900.000
4.600.000
4.700.000
(300.000)
100.000
(Ngun: Phng kinh doanh)
Vic thay i gi c ty thuc vo kh nng kinh t ca ngi dn. Nm 2012

2013 l nhng nm khng khong kinh t, lm nh hng n sc mua sn phm
ca doanh nghip, iu phi cng nh cnh tranh vi i th khc, cng ty phi
h gi thnh thu ht khch hng. Nm 2012 hu cc sn phm gim ca cng ty
gim gi bn t 30.000 n 300.000 tr hai sn phm Titadoor PM481v Ca c.
Nm 2013, cng ty ch ng hn trong vic iu phi gi bn, ch c 2 sn phm h
gi l Titadoor PM481 v B ti ngoi MIT. Hu ht, nhng sn phm cn li tng
t 60.000 n 350.000 ngn mi sn phm. iu ny cho thy tuy gi bn tng thm
nhng sc mua ca khch hng khng gim, l c s cho nhng nm ti kinh
doanh hiu qu hn.
4.1.3 Chnh sch phn phi

Knh phn phi l mt yu t rt quan trng trong vic tiu th sn phm. C
c knh phn phi tt s gip cho cng ty gim c nhng chi ph phn phi cho
sn phm
GVHD: Nguyn Tng Lai
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Trng Hiu
SVTH: Ng
TNHH Bo Huy
Hi n nay knh phn phi ca cng ty thc hi n tng i hi u qu cc tnh
nh Cn Th, Vnh Long, Hu Giang, Sc Trng. Tuy nhin, m t s tnh xa hn
th cn rt hn ch. Khch hng ch yu
Cng ty
Nhn vin
Khch hng
Khch hng
Khch hng
Hnh 4.1: S knh phn phi ca cng ty

Knh 1- Knh tiu th trc tip:
y l knh bn hng m khch hng n giao dch mua bn v c giao sn
phm hng ha trc tip ngay ti cng ty. y cng l hnh thc bn hng trc tip
v theo n v t hng ca cng ty. Qua knh ny cng ty trc tip c tip xc
vi khch hng v t c th nm bt c nhu cu th hiu tiu dng mt cch
kp thi v chnh xc ca nhiu i tng khch hng khc nhau.
Cc cng ty, t chc, c nhn mua hng ca cng ty theo hnh thc trc tip v
hp ng nh l cc cng ty sn xut bia, cng cng ty sn xut m cn cc bao b
ca cng ty
Knh 2- Knh tiu th gin tip:
y l hnh thc bn hng m khch hng mua bn sn phm hng ho thng
qua cc chi nhnh, ca hng, i l.
i vi hnh thc bn hng gin tip cng ty s dng tiu th ti nhng ni
xa thuc cc tnh xa Cn Th m cng ty c nhng i l i din, cc t
chc trung gian, mi gii.
GVHD: Nguyn Tng Lai
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Trng Hiu
SVTH: Ng
TNHH Bo Huy
4.1.4 Chnh sch chiu th

Hot ng chiu th l cng c quan trng gip cng ty gii thiu hng ha ti
ngi tiu dng, gip khch hng hiu bit thm v doanh nghip cng nh cc sn
phm m cng ty ang kinh doanh, t s dng sn phm m doanh nghip
cung cp. Nhn thc c iu ny, cng ty lun quan tm n chnh sch chiu th
ca mnh nhm gi vng th trng. doanh nghip s dng hn hp cc cng c
chiu th nh: qung co, bn hng trc tip, khuyn mi, quan h cng chng bng
nhiu hnh thc khc nhau.
thc hin iu , cng ty thc hin qung b hnh nh ca cng ty qua
cc ln tham gia hi tr, lin kt cc nh xy dng tip cn khch hng. Tuy nhin
cn mt cng c rt quan trng m doanh nghip cha p dng trit l
internet.
Quan h cng ng l mt trong nhng hot ng thng xuyn tham gia, gp
qu xy Trng Sa, ng h vng thin tai, l lt, .
Qua nhng hot ng ny, lm cho ca cng ty c nhiu uy tn hn i vi
khch hng. Ngoi ra vic gn kt gia cc nhn vin kinh doanh v cng ty v cng
quan trng, t chc cc bui hp mt cng vi nhng khch hng trung thnh. iu
ny lm cho khch hng cm thy cng ty tr nn gn gi vi h v h sn sng
mua sn phm hoc gii thiu ngi quen tiu dng sn phm ca cng ty khi c
nhu cu.
4.2 PHN TCH CC NHN T NH HNG N MARKETING
4.2.1 Phn tch mi trng v m
4.2.1.1 Mi trng kinh t
Theo thng k ca cc thng k, tng sn lng trong nc (GDP) nm 2013
c tnh tng 5,42% so vi nm 2012, trong qu I tng 4,76%, qu II tng
5,00%, qu III tng 5,54% v qu IV tng 6,04%. Mc tng trng nm nay tuy
thp hn mc tiu tng 5,5% ra nhng cao hn mc tng 5,25% ca nm 2012 v
c tnh hiu phc hi. Trong mc tng 5,25% ca ton nn kinh t, lnh vc nng,
GVHD: Nguyn Tng Lai
43
Trng Hiu
SVTH: Ng
TNHH Bo Huy
lm nghip v thy sn tng 2,67%, xp x mc tng nm trc, ng gp 0,48 im
phn trm. Lnh vc cng nghip v xy dng tng 5,43%, thp hn mc tng
5,57% ca nm trc, ng gp 2,09 im phn trm. Lnh vc dch v tng 6,56 %,
cao hn mc tng 5,9% ca nm 2012, ng gp 2,85 im phn trm. Ch s tiu
dng tng 5,36% so vi nm 2012.
Ngnh xy dng pht trin nhanh cng vi qu trnh th ha; gi tr sn xut
tng bnh qun 18,3%, gi tr tng thm bnh qun 14,7%, chim t trng 5,05%
trong GDP. Nhiu cng trnh qui m ln, cht lng cao c a vo s dng nh:
cu Cn Th, cng hng khng Cn Th, cng Ci Cui; cc khu dn c, khu ti nh
c, khu th mi, tr s lm vic cc c quan chnh tr, hnh chnh, cng an, qun
s cc cp, cc cng trnh h tng th c hnh thnh, gp phn i mi din
mo thnh ph. y cng l iu kin thun li cho s pht trin i ln ca doanh
nghip. Tuy nhin, bn cnh nhng thun li cn c mt s kh khn nht nh i
sng kinh t ca ngi dn ngy cng tng i hi s kh tnh trong vic la chn
sn phm l rt cao, lm pht y chi ph ca mi sn phm ln cao gy nh
hng gi bn sn phm ca cng ty cao nhng khng c li nhiu, cng lm nh
hng n tm l quan ngi tiu dng ca ngi dn. L c hi pht trin tt nn
nhiu doanh nghip cng ngnh ra i, v s cnh canh mnh m ca i th buc
cng ty gim gi bn, lm nh hng n doanh thu ca cng ty.
4.2.1.2 Mi trng t nhin
Thnh ph Cn Th mang c im kh hu nhit i gi ma, c tnh cht cn
xch o v th hin r nh hng ca h thng hon lu Ty Nam t n Dng
ti. Nhit trung bnh l 26,6 C v cao nht l 34,4 C. Do nhit tng i cao
cho nn s lm nh hng n cc sn phm ca bng g b bin dng, h hng lm
mt thm m, y cng l iu kin doanh nghip kinh doanh cc sn phm Ca
v c nh: Ca st, Ca thp m, Ca cun, pht trin. Bn cnh , thnh ph
Cn Th nm trung tm ng bng sng Cu Long. Cn Th tip gip vi 5 tnh:
pha bc gip An Giang, ng bc gip ng Thp, pha nam gip Hu Giang, pha
GVHD: Nguyn Tng Lai
44
Trng Hiu
SVTH: Ng
TNHH Bo Huy
ty gip Kin Giang v pha ng gip Vnh Long. Cn Th nm gia mt mng
li sng ngi knh rch vi nhiu h thng nh sng Hu, sng Cn Th, knh
Tht Nt, rch Mn. Vi mt mng li giao thng thun li c v ng b v
ng thy d dng vn chuyn hng ha mt cch hiu qu nht.
4.2.1.3 Mi trng cng ngh
Cng ngh l yu t nh hng n tt c cc hot ng trong cuc sng. ng
thi nhng yu t ny cng nh hng n hot ng sn xut kinh doanh ca doanh
nghip. Cc thit b ngy cng hin i i hi ngi s dng phi thnh tho v
doanh nghip ng dng nhng thit b tin tin vo sn xut nng cao nng xut
v cht lng sn phm.
4.2.1.4 Mi trng chnh tr, php lut
Vit Nam l mt trong nhng nc c nn chnh tr n nh nht trong khu vc.
Tnh hnh trt t ti a bn tng i n nh l iu kin thun li cho c doanh
nghip an tm hot ng kinh doanh. Bnh cnh , nh nc ban hnh nhng chnh
sch h tr cho cc doanh nghip, nhng lut nh c ban hnh cc doanh
nghip cnh tranh trn nguyn tc cng bng, dn ch v vn minh.
4.2.1.5 Mi trng nhn khu hc
Theo s liu ca cc thng k, dn s trung bnh c nc nm 2013 c tnh
89,71 triu ngi, tng 1,05% so vi nm 2012, trong dn s nam chim 49,71%
tng dn s c nc, tng 1,08%, dn s n chim 50,53%, tng 1,035. Dn s khu
vc thnh th chim 32,36% tng dn s, tng 2,38% so vi nm trc. Dn s khu
vc nng thn chim 67,64%, tng 0,43%.
Lc lng lao ng t 15 tui tr ln c tnh n 01/01/2014 l 53,65 triu
ngi, tng 864 nghn ngi so vi cng thi im nm trc, trong lao ng
nam chim 51,5%, lao ng n chim 48,5%. Lc lng lao ng trong tui lao
ng l 47,49 triu ngi tnh n ngy 01/01/2014, tng 409 nghn ngi so vi
nm 2013. Trong , nam chim 53,9%, n chim 46,1%. Lao ng 15 tui tr ln
ang lm vic trong cc ngnh kinh t nm 2013 c tnh 52,40 triu ngi, tng
GVHD: Nguyn Tng Lai
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Trng Hiu
SVTH: Ng
TNHH Bo Huy
1,36% so vi nm 2012. Lao ng t 15 tui tr ln ang lm vic ti cc ngnh
nng, lm, thy sn nm 2013 chim 46,9% tng s, gim o,5 im phn trm so vi
nm, 2012. lnh vc cng nghip v xy dng chim 21,1%, gim 0,1%. Lnh vc
dch v chim 32%, tng 0,6 %.
T l tht nghip ca lao ng trong tui nm 2013 c tnh 2,2%, trong khu
vc thnh th l 3,58%. Khu vc nng thn l 1,58% (s liu ca nm 2012 tng
ng l 1,96%, 3,21%, 1,39%). T l thiu vic lm ca lao ng trong tui nm
2013 c tnh 2,77%, trong khu vc thnh th chim 1,48%. Khu vc nng thn
l 3,35% (s liu ca nm 2012 tng ng l 2.74%, 1,56%, 3,275). Tnh trng tht
nghip tng i cao,v mc thu nhp thp lm nh hng n sc tiu th ca mt
s sn phm cng ngh cao tng lai. Cho nn vic iu chnh gi bn sao cho
ph hp vi mt s b phn ny s gip cng ty tng them phn thu nhp ng k.
GVHD: Nguyn Tng Lai
46
Trng Hiu
SVTH: Ng
Gii php Marketing-mix nng cao hiu qu hot ng kinh doanh ti Cng ty TNHH Bo Huy
Bng 4.2: nh gi cc yu t ca mi trng v m nh hng n cc chnh sch Marketing mix.
Cc yu t
Sn phm
Ch s tiu dng sn phm Ch
Mi trng
Kinh t
Gi
Nhu cu tiu th cc sn phm
Phn phi
bt kp vi xu
Chiu th
Tnh hnh kinh t c
s tiu dng ca ngi dn ngi tng cao, ko theo gi ca cc
hng tiu dng
nhiu bin ng, cn
dn ngy cng cao qua tng nm. sn phm ca c xu hng tng
ca khch hng,
phi hiu r a ra
iu cho thy mc sng ca
doanh nghip tng
nhng chin lt chiu
h ngy cng nng cao. Khch
cng m rng cc
th hiu qu v ph hp.
hng la chn nhng sn phm
im phn phi
ph hp vi kh nng v thm
quanh cc tnh ln
m v ti chnh.
Nhit tng i cao l c hi
Mi trng t nhin khng nh
cn.
Phn phi trong
Mi trng
cc sn phm ca v c thay
hng nhiu n gi ca cc sn vng,v mt s tnh
nhiu n hot ng
t nhin
th sn phm ca g.
phm ca m doanh nghip
ln cn c th lm
chiu th ca doanh
kinh doanh. Tuy nhin vic vn
chi ph tng ln.
nghip
chuyn hng n tn tay khch
ng x thng
hng vo iu kin thi tit
sut thun li cho
khc nhit c th lm cho gi
vic vn chuyn.
ln
tng
GVHD: Nguyn Tng Lai
47
SVTH: Ng Trng Hiu
Khng nh hng
Nhiu cng ngh mi c p
Vic m bo an ton v cht
Cc hiu bit v
Cn c nhiu hot ng
Mi trng
dng vo sn xut ca v to ra
lng sn phm cng tt s to
nhng sn phm
tip xc khch hng
cng ngh
nhng sn phm ca cng ngh
c s cnh tranh v gi
cng ngh mi cn
hng dn s dng
hn ch vi nhiu
nhng sn phm cng
khch hng, nh
ngh mi.
cao
hng n vic
phn phi sn phm
Chnh sch ca nh nc h tr
Cc chnh sch nh nc s
ca doanh nghip.
Gip doanh nghip
Mi trng
cc doanh nghip, gip doanh
gip n nh gi c cc mt
m rng phn phi
chnh tr,
nghip mnh dng u t m
hng kinh doanh ca doanh
php lut
rng qui m kinh doanh
nghip.
Lc lng lao ng tng i
Cng nhn gi r, s gip cho
ng, gip doanh nghip tm
gi ca sn phm khng qu cao vic phn phi rt
Mi trng
nhn khu hc kim khch hng v nng cao
Khch hng s an tm
hn khi s dng sn
phm.
Lao ng di do,
d dng
kh nng tiu th sn phm.
Trnh ngi dn
tng i thp, thng
xuyn trao i vi
khch hng h nm
bt c cch s dng
GVHD: Nguyn Tng Lai
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SVTH: Ng Trng Hiu
TNHH Bo Huy
* Nhn xt cc yu t ca mi trng v m nh hng n cc chin lc
Marketing - mix
+ Chin lc sn phm:
- Phi m bo cht lng v vn hnh tt ca cc sn phm ca.
- Cp nht nhng sn phm cng ngh hin i phc v tt nhu cu th trng.
- S u i ca nh nc gip cho vic tiu th sn phm ca doanh nghip nhiu
hn.
- Dn s tng cao l th trng rng ln cho vic tiu th sn phm.
- a dng ha cc sn phm s gip khch hng c nhiu s la chn hn.
+ Chin lc gi:
- Gi cc sn phm ca c xu hng tng trong nhng nm ti, ngun cu ln ko
theo l s tng vt v gi.
- Thi tit thun li kinh doanh sn phm ca cc loi, do phi iu chnh gi
sao cho ph hp vi th trng.
- Vic m bo an ton, cht lng v thm m s to c li th cnh tranh.
- Chnh sch ca nh nc to ra s n nh v gi cc mt hng.
- Ngun cng nhn r, gip sn phm c li th cnh tranh v gi.
+ Chin lc phn phi:
- M rng nhiu im phn phi khai thc ti u nhu cu khch hng.
- Vn chuyn ti nhng a im xa s lm chi ph gia tng, ng x thng sut
thun tin trong vic vn chuyn.
- Cc sn phm cng ngh mi c nhiu khch hng cha quen, nh hng n h
thng phn phi.
- Nhng chnh sch ca nh nc gip doanh nghip m rng thm nhiu im phn
phi mi.
- Lao ng di do gip vic phn phi sn phm rt d dng v nhanh chng.
GVHD: Nguyn Tng Lai
49
SVTH: Ng Trng Hiu
TNHH Bo Huy
+ Chin lc chiu th:
- Tnh hnh kinh t c nhiu bin ng nn cn phi hiu r a ra cc chin lc
chiu th hiu qu v ph hp nht.
- Khng nh hng nhiu n cc hot ng chiu th ca doanh nghip.
- Cn c nhiu hot ng tip xc khch hng gii thiu sn phm ca doanh
nghip.
- Vic nh nc kim sot s lm khch an tm hn khi tip cn sn phm.
- Trnh ca ngi dn cn thp, thng xuyn trao i nng co hiu qu tiu
th sn phm.
4.2.2 Phn tch mi trng vi m
4.2.2.1 Cc yu t v lc lng bn trong doanh nghip
Ti chnh lun l mt trong nhng yu t quyt nh s thnh cng ca doanh nghip,
mc ca n cn ty thuc vo quy m kinh doanh v hnh thc kinh doanh cng nh
chng loi sn phm. Cng ty Bo Huy c ngun ti chnh khng qu mnh nhng
m bo cng ty hot ng kinh doanh tt.
Ngun nhn lc khng km phn quan trng trong s pht trin ca doanh nghip.
Cng ty c mt lc lng nhn lc, i ng cn b qun l, cn b k thut nng ng, c
trnh chuyn mn cao, lun p ng c nhu cu pht trin ca cng ty.
Trnh cng ngh, c s vt cht v trang thit b ca cng ty kh tt, p ng c
nhu cu sn xut kinh doanh. Ngoi ra, doanh nghip kim sot cht ch cc mt hng
nhp v p ng nhu cu v cht lng sn phm.
4.2.2.2 Cc nh cung ng
Ngun cung nguyn vt liu v sn phm cng ngh mi lun n nh l yu t to
nn s thnh cng ca cng ty. Ngoi ra, cng ty cn lin kt vi mt s cng ty khc lm
a dng ha sn phm kinh doanh.
GVHD: Nguyn Tng Lai
50
SVTH: Ng Trng Hiu
TNHH Bo Huy
4.2.2.3 khch hng
Khch hng l nhn t quan trng quyt nh s thnh cng ca cng ty, mt b phn
khng th tch ri trong hot ng kinh doanh. Mi mc tiu cui cng iu nhm n
khch hng, s tn nhim ca khch hng i vi sn phm ca doanh nghip do s p
ng tha mn v th hiu ca doanh nghip tt hn so vi i th cnh tranh. Khch hng
l ngi tiu dng sn phm v dch v ca cng ty, l yu t quan trng quyt nh u ra
ca sn phm. Nu khng c khch hng th doanh nghip s khng tn ti. V th, c
th pht trin cng ty cn tm hiu r v p nhng nhu cu cng vi s thch th hiu ca
khch hng, dt c s tn nhim ca khch hng.
Cc sn phm ca v thit b i km ch phc v cng trnh xy dng nh nn khch
hng ch yu l cc nh phn phi, cc i l trung gian, v ngi tiu dng cui cng
l tt c c khch hng c nhu cu.
Khch hng ch yu ca cng ty ch yu l cc nh thu, cc cng trnh nh , v
cc ngi dn c nhu cu mua sn phm ca ca cng ty, trnh nhn thc v hiu bit
ca mt s b phn khch hng cn hn ch.
gip cng ty v khch hng gn b vi nhau, cng ty c nhng hot ng gim
gi, gip hon cnh ngho, to s thin cm trong lng khch hng.
4.2.2.4 i th cnh tranh
Trong thi bui kinh t th trng, s cnh tranh gia cc doanh nghip hot ng
cng lnh vc xy ra l iu khng trnh khi. Cho nn cc doanh nghip cn tm hiu r
v nm bt nhng thng tin ca i th hin ti v nhng i th c nguy c gia nhp
ngnh.
+ i th hin ti ca cng ty l nhng doanh nghip kinh doanh trong cng lnh vc
nh: Cng ty Thng Pht,
Bn cnh cc i th trong nc, cc cng ty nc ngoi cng l i th cnh tranh
ca cng ty vi tim lc ti chnh mnh v cng ngh hin i.
GVHD: Nguyn Tng Lai
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SVTH: Ng Trng Hiu
TNHH Bo Huy
+ i th tim n: i th cnh tranh mi tham gia kinh doanh trong ngnh c th l
nguy c gim li nhun ca cng ty do h a vo khai thc cc chin lc cnh tranh, vi
mong mun ginh c th phn v ngun lc cn thit.
4.2.2.5 Cc trung gian Marketing
Cc trung gian Marketing ca doanh nghip l cc nhn vin kinh doanh. y chnh
l nh phn phi sn phm ca cun v cc thit b cc loi cho doanh nghip. Cc i
truyn hnh cng l mt trong nhng trung gian h tr cho cng ty trong cc hot ng
chiu th.
GVHD: Nguyn Tng Lai
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SVTH: Ng Trng Hiu
TNHH Bo Huy
Bng 4.3: nh gi cc yu t ca mi trng vi m nh hng n cc chnh
sch Marketing mix
Cc yu t
Cc yu t v lc lng
bn trong doanh nghip
Cc nh cung ng
GVHD: Nguyn Tng Lai
Sn phm
Gi
Phn phi
Ch
Nhn vin doanh

nghip l nhng
ngi c chuyn mn
cao, hiu r nhng
t tnh ca sn
phm, d dng gii
thiu cho khch hng
Khng nh hng
nhiu n gi sn
phm
i ng nhn vin
kinh doanh c o
to chuyn nghip
nn d dng a sn
phm n vi nhiu
i tng khch hng
Ng
kh
nh
chi
ng
C nhiu nh cung
ng thit b v sn
phm ca cng ngh
cao m bo c s
lng tiu th thc t
ca doanh nghip
Khng c p lc t
nh cung ng nn
cng ty c th a ra
nhng chnh sch gi
sao cho ph hp vi
th trng
Cc im phn phi
ca doanh nghip t
xa nn vic vn
chuyn s tn nhiu
chi ph.
Do
c
ki
ca
nn
ph
53
SVTH: Ng Trng Hiu
Cc trung gian
Marketing
Nhiu trung gian

Marketing s gip
cho vic gii thiu
cc mt hng ca
doanh nghip n vi
ngi tiu dng mt
cch tt nht
Cn c nhng chnh
sch u i i vi
cc nhn vin kinh
doanh
Nhiu nhn vin kinh

doanh s gip sn
phm n vi khch
hng nhiu hn.
H tr doanh nghip
trong cc hot ng
chiu th
Tin tng v s dng

cc sn phm ca
doanh nghip
C nhng chnh sch

khuyn mi, chic
khu i vi nhng
khch hng quen
thuc
H thng phn phi

s hot ng hiu qua
nh s lin kt gia
khch hng v doanh
nghip.
Mi mt khch hng
l mt cu ni cho
nhng khch hng
xung quanh. Cho nn
phi t bit quan tm
n chnh sch dnh
cho khch hng ca
doanh nghip.
Vi nhiu i th
cnh tranh v sn
phm to ra p lc
cho doanh nghip,
lm mt i ca cng
ty khch hng
Nhiu i th vi
nhiu mc gi cnh
tranh, nn p lc v
gi tng di ln,
mt s i th cn
ch ng h gi ca
mt s sn phm
B cc i th cnh
tranh chia s th phn
Mt mt khon chi
ph u t hot
ng chiu th to s
cnh tranh vi cc i
th..
Khch hng
i th cnh tranh
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SVTH: Ng Trng Hiu
TNHH Bo Huy
*Nhn xt cc yu t ca mi trng vi m nh hng n cc chnh sch
Marketing
+ Chin lc sn phm:
- Nhn vin cng ty l nhng ngi c chuyn mn cao, hiu r nhng c tnh
ca sn phm, d dng gii thiu cho khch hng.
- C nhiu nh cung ng thit b v sn phm ca cng ngh cao m bo c
s lng tiu th thc t ca cng ty.
- Nhiu trung gian Marketing s gip cho vic gii thiu cc mt hng ca
cng ty n vi ngi tiu dng mt cch tt nht.
- Tin tng v s dng cc sn phm ca cng ty.
- Vi nhiu i th cnh tranh v sn phm to ra p lc cho doanh nghip, lm
mt i ca doanh nghip khch hng ng k.
+ Chin lc gi:
- Cc yu t lc lng bn trong doanh nghip khng nh hng nhiu n gi
sn phm.
- Khng c p lc t nh cung ng nn cng ty c th a ra nhng chnh sch
gi sao cho ph hp vi th trng.
- Cn c nhng chnh sch u i i vi cc nhn vin kinh doanh.
- C nhng chnh sch khuyn mi, chic khu i vi nhng khch hng quen
thuc.
- Nhiu i th vi nhiu mc gi cnh tranh, nn p lc v gi tng di ln,
mt s i th cn ch ng hn gi ca mt s sn phm.
+ Chin lc phn phi:
- i ng nhn vin kinh doanh c o to chuyn nghip nn d dng a
sn phm n vi nhiu i tng khch hng.
- im phn phi ca cng ty t xa nn vic vn chuyn tn nhiu chi ph.
- Nhiu nhn vin kinh doanh s gip sn phm n vi khch hng nhiu hn.
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Trng Hiu
SVTH: Ng
TNHH Bo Huy
- H thng phn phi s hot ng hiu qua nh s lin kt gia khch hng v
cng ty.
- B cc i th cnh tranh chia s th phn.
+ Chin lc chiu th:
- Ngun ti chnh khng mnh, cn cn nhc nhng hot ng chiu th ca
cng ty.
- Do cng ty c c uy tn v kim sot cht lng ca tng sn phm nn
gim bt chi ph ca mt s hot ng Marketing .
- H tr cng ty trong cc hot ng chiu th.
- Mi mt khch hng l mt cu ni cho nhng khch hng xung quanh. Cho
nn phi t bit quan tm n chnh sch dnh cho khch hng ca cng ty.
- Mt mt khon chi ph u t hot ng chiu th to s cnh tranh vi cc
i th.
4.3 MT S GII PHP HON THIN CHIN LC MARKETING
MIX CHO CNG TY TNHH BO HUY
4.3.1 V sn phm
+ a dng ha sn phm
Cng ty khng ngng i mi v thay th cc sn phm ca cc loi tin tin
ph hp vi th trng nng ng hin nay. Bn cnh , nhp v mt s loi ca v
thit b a dng ha sn phm, gip cho khch hng c nhiu la chn hn khi
n vi cng ty. Gii quyt nhng thc mt m khch hng gp phi khi tip xc vi
sn phm ca cng ty.
+ Nng cao cht lng sn phm
Cng ty cn quan tm n cht lng ca tng loi sn phm, cho d c bt k
gii php Marketing no i na m sn phm khng c cht lng tt s cho mi
hot ng ca cng ty ch nn km ci. Cng ty cn nm r nhu cu th trng v
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Trng Hiu
SVTH: Ng
TNHH Bo Huy
p dng nhng cng ngh vo qu trnh sn xut cc sn phm ca t cht lng
v kh nng tiu th tt nht.
4.3.2 V gi
Mun tng doanh thu th nhng cch sau: Mt l tng sn lng tiu th, hai l
tng gi bn v ba l va tng sn lng tiu th va tng gi bn. Tuy nhin, trong
thi bui cnh tranh khc lit nh hin nay th vic tng gi bn l iu khng th.
Do , cng ty phi c nhng bin php thch hp iu chnh mc gi cho ph
hp vi xu hng tiu dng v s cnh tranh ca i th.
gim gi bn thu ht khch hng, cng ty cn phi tm kim nhng nh
cung cp c u i cao hoc r hn ng thi cng m bo cht lng ca sn
phm c nh th mi to c li th v gi so vi i th.
Vic m bo cht lng tt nht ca cc sn phm ca v thit b m cng ty
kinh doanh cng to c li th tng gi, khch hng s hi lng v quyt nh
mua sn phm cht lng tt tng ng vi mc gi cao.
V y l mt hng d qun l nn c nhng bin php gim chi ph qun l
nu n khng qu cn thit i vi cng ty.
4.3.3 V phn phi
tng lng tiu th sn phm n mc tt nht, cng ty cn tm kim nhng
th trng mi v khai thc nhng th trng sn c. Tng cng mi quan h vi
cc knh phn phi hin ti cng nh m thm nh phn phi mi. Trong thi bui
kinh t th trng hin nay, vic thay i nh cung cp c th xy ra bt k lc no,
cho nn gi c nh phn phi cng ty phi c nhng chnh sch chit khu,
khuyn mi khai thc tt kh nng tiu th sn phm t cc nh phn phi ny.
p dng nhng chnh sch h tr ca nh nc m rng thm quy m phn phi
cho cng ty.
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Trng Hiu
SVTH: Ng
TNHH Bo Huy
4.3.4 V chiu th
y mnh cc hot ng qung co, tip th, tham gia vo cc t hi ch. Pht
trin hn na cc hot ng mang tnh cng ng x hi, cng c s tn nhim ca
khch hng i vi cng ty.
Tn dng trit cng ngh internet, cc trang mng x hi qung b hnh
nh cng ty cng nh sn phm m cng ty ang kinh doanh.
Tng cng lc ht bng cch a ra nhng chng trnh khuyn mi, gim
gi bn, v cc dch v km theo trong qu trnh trao i mua bn. T chc nhng
cuc gp mt khch hng thng tho km theo nhng hnh nh ca cng ty, gp
phn tng cng hnh nh doanh nghip trong mt khch hng.
i vi cc nh thu xy dng, cng ty cho php tr trc 50% gi tr hp
ng v sau 15 ngy s 50% cn li ca gi tr hp ng. iu ny s thu ht s ch
ca cc nh thu xy dng.
4.3.5 Mt s gii php khc
Khng ngng nng cao uy tn i vi khch hng l gii php hng u ca
cng ty nh: sn phm p ng cht lng, giao hng ng loi, ng thi gian,
ng s lng.
Thng xuyn t chc cc t kim tra i vi cc nh phn phi ca doanh
nghip v th trng ca cc loi pht hin nhng trng hp sai quy nh v
cnh bo cho khch hng bit thng tin c lin quan khng nh hng n uy tn ca
cng ty.
Thng xuyn nng cao tay ngh ca i ng cng nhn, o to kh nng
chuyn mn ca nhn vin kinh doanh, gip t hiu qu hn trong qu trnh kinh
doanh ca cng ty.
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Trng Hiu
SVTH: Ng
TNHH Bo Huy
Qua phn tch v thc trng Marketing mix trong nm 2011 2013 ti Cng ty
Bo Huy thy c nhng thnh cng nht nh ca doanh nghip. ng thi,
cc hot ng Marleting ca cng ty cng b nh hng bi cc yu t mi trng
vi m v mi trng v m. Da vo tnh hnh thc t cng ty c nhng gii php
Marketing mix khc phc thp nht nhng tc ng ca mi trng kinh
doanh.
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Trng Hiu
SVTH: Ng
TNHH Bo Huy
CHNG 5
KT LUN KIN NGH
5.1 KT LUN
Trong thi bui kinh t th trng hin nay s cnh tranh trong hot ng kinh
doanh din ra gay gt v khc lit, tn ti v pht trin lun l nhim v rt kh
khn. Phn tch cc hot ng Marketing mix l rt cn thit cng ty thy c
nhng thiu st. T , a ra nhng gii php khc phc kp thi nhm ng ph
vi nhng thay i lin tc ca mi trng kinh doanh. ng thi, tip tc pht huy
nhng li th trong vic cnh tranh vi i th nng cao hn na hiu qu hot
ng kinh doanh.
Cng ty TNHH Bo Huy vi nhng chnh sch pht trin c s vt cht v quan
tm n xy dng hnh nh ca cng ty i vi cng ng nn to c uy tn v
lng tin trong mt khch hng, gip cho doanh thu c phn tng ln trong nm 2013
v c th tip tc tng ln trong nhng nm ti. Hot ng Marketing ca cng ty
trong thi gian qua cng mang li nhiu hiu qu v lm cho s lng tiu th
khng ngng tng ln. Tuy nhin, bn cnh nhng thnh cng m cng ty t
c th vn cn nhng kh khn v tn ti nht nh:
S ra i v cnh tranh gay gt ca cc doanh nghip kinh doanh cng lnh vc
lm cho doanh nghip mt mt lng khch hng ln, chim lnh th trng gy
rt nhiu kh khn cho cng ty trong vic m rng th phn.
Qua phn tch v xut mt s gii php Marketing mix cho Cng ty Bo
Huy cho thy cng ty thc c tm quan trong ca vic ra chin lc
Marketing ca mnh. Cng ty c nhng chnh sch ph hp trong chng trnh
Marketing ci thin hiu qu hot ng kinh doanh.
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Trng Hiu
SVTH: Ng
TNHH Bo Huy
5.2 KIN NGH
kinh doanh hiu qu v hn ch nhng khuyt im ang gp phi gip cng
ty m rng kinh doanh trong thi gian ti, xin a ra mt s kin ngh i vi Cng
ty TNHH Bo Huy nh sau:
Cn y mnh cc hot ng marketing i vi phng kinh doanh, nhm tm
kim nhng th trng mi v tng cng kh nng tiu th th trng c. M
rng knh phn phi khp ng bng sng Cu Long khai thc ht ngun khch
hng di do.
Tng cng nghin cu th trng nhm nm bt c nhng nhu cu cng nh
th hiu ca khch hng i vi cc sn phm m cng ty ang kinh doanh. nh
hng pht trin kinh doanh ph hp v t c hiu qu ti u trong nhng nm
ti.
Tng cng o to i ng k thut nng cao tay ngh, o to chuyn vin
kinh doanh nhm nng cao kh nng thuyt phc khch hng.
Tng cng kim sot chc ch vic qun l s sch, cc ngun thu chi tng
doanh thu, tng li nhun. thng xuyn cp nht cc bo co ca c phng ban
c k hoch v iu chnh kp thi.
y mnh hn na vic xy dng hnh nh ca cng ty qua cc hot ng x hi,
nng cao v th cnh tranh.
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Trng Hiu
SVTH: Ng
TNHH Bo Huy
TI LIU THAM KHO

[1] Philip Kotler, (2000). Marketing cn bn.
[2] TS. V Thanh Sang, (2012). Gio trnh Marketing cn bn.
[5] Mt s website:
http://tailieu.vn/
http://www.gso.gov.vn
http://www.vietrade.gov.vn
http://cadif.com.vn
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62
Trng Hiu
SVTH: Ng

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LI CM N

Chuyn Gii php Marketing-mix nng cao hiu qu hot ng kinh

NHN XT CA C QUAN THC TP

Cn th, ngy 22 thng 8 nm 2014

NHN XT CA GING VIN HNG DN

Cn th, ngy 22 thng 8 nm 2014

CHNG 1: TNG QUAN V TI...............................................................1

2.3.1Ch doanh nghip............................................................................................6

3.2 CC PHNG PHP S DNG NGHIN CU...........................................23

4.2.1 Phn tch mi trng v m..........................................................................42

DANH MC BIU BNG

Bng 2.1: Kt qu hot ng ca cng ty qua 3 nm 2011 2013............................8

Hnh 2.1: C cu t chc ti doanh nghip Bo Huy.6

Cng ty Trch nhim Hu hn

ng bng sng Cu Long

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Nhn vin kinh

Hnh 2.1: C cu t chc ti doanh nghip Bo Huy

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1. Doanh thu thun

(Ngun: Phng K ton)

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Biu 2.7: Biu th hin t trng tiu thu sn phm Ca c so vi cc sn

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Khi lng tiu th

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Trong : F: tr s trn lch gia hai k

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4.1.1 Chin lc sn phm

v trong nhng nm tip theo cng ty s y mnh vic tiu th cc sn phm

4.1.2 Chnh snh gi

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(Ngun: Phng kinh doanh)

Vic thay i gi c ty thuc vo kh nng kinh t ca ngi dn. Nm 2012

4.1.3 Chnh sch phn phi

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Hnh 4.1: S knh phn phi ca cng ty

4.1.4 Chnh sch chiu th

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s tiu dng ca ngi dn ngi tng cao, ko theo gi ca cc

hng tiu dng

nhiu bin ng, cn

dn ngy cng cao qua tng nm. sn phm ca c xu hng tng

iu cho thy mc sng ca

doanh nghip tng

nhng chin lt chiu