Xy dng chin lc marketing

cho sn phm c tm Konplong

Kon Tum
Nhm 4: Nguyn V t Thin
Nguyn Th Bo Yn
Cao L Anh Phng
Hunh Tm

Gii thiu cng ty c

phn thy sn Mng en
a ch: Thn 2 - X Hiu,
Huyn Kon Plng, Kon Tum
M s thu:
Giy php kinh doanh: - ngy
cp: 06/05/2008
Ngy hot ng: 01/05/2008
Gim c: TRNH QUANG
MINH
in thoi: 0903746494

Gii thiu v C Tm
Cng ty c phn Thy sn
Mng en l doanh nghip u
tin a c tm vo nui x lnh
Kon Plng. Hin Cng ty ang c
trn 600 con c tm trng thnh,
hon ton ch ng c ngun c
b m.
Trung bnh, c nui khong 8-9
thng t 1 kg, c bit nhiu con
c th t 3 kg/nm. Chi ph cho
mi kg c tm nui tht ch tn trn
di 150 ngn ng.

c im c Tm
Rt ng nh vi thi tit
l c tnh ca c Tm. V vy,
nhiu k s Cng ty lm lc
trng m vi la c ging u
tin nhp t Ukraine v.
Thc n ca c l trn qu,
trn ch c nhp t Qung
Ngi v u trng cng cm
cng nghip. C cch 5 gi
ng h, thc n li c ri
xung.

c im trang tri nui c Tm

Trang tri nui c Tm ln nht
huyn Kon Plng c i bn doanh
x Hiu nm lt thm di hm
ni. H nui c c o su hn 1,5
mt, rng trn 2 mt, sau tri bt
ln trn, cho nc vo v th c.
Nc nui c Tm c ly t mt
con sui gn . C c van x vo, ra
nc lun sch, m bo mi
trng, xy cho c.

Phn tch mi trng v m

Mi trng
cng ngh

Mi trng chnh
tr-php lut

Mi trng
dn s hc

Mi trng v m

Mi trng
vn ha

Mi trng
kinh t

Mi trng
t nhin

Mi trng dn s hc
Dn s:
Huyn c dn s t, dn s huyn
Kon Plng tng t 17,210 nghn
ngi nm 2005 ln 20,378 nghn
ngi nm 2009, tng ln 21,562
nghn ngi nm 2010 v t
24,364 nghn ngi nm 2014. T
l tng dn s t nhin gim t
2,10% nm 2005 xung 2% nm
2009 xung 1,9% nm 2010 v
1,7% nm 2014.

Mi trng dn s hc
Ngun nhn lc:
Lc lng lao ng trong cc
ngnh kinh t quc dn ton huyn
l 11.948 ngi vo nm 2010,
chim 55,41% so vi tng dn s,
trong s ngi trong tui lao
ng c kh nng lao ng l
10.856 ngi.

=> Ty thuc vo tng

tui, gii tnh, mc thu
nhp... ca vng m DN c
chnh sch ph hp nhm
p ng nhu cu ca khch
hng. Cng vi nhn lc di
do gp phn m bo
ngun lao ng, o to v
nng cao tay ngh cho nhn
lc ca doanh nghip.

Mi trng kinh t
t ph th mnh, tim nng:
=> Xu hng pht trin
nh thc tim nng, huyn Kon
chung ca nn kinh t huyn
Plng c nhiu chnh sch, c ch
Kon Plong gp phn to
thng thong, m ca thu ht cc nh
c hi pht trin kinh
u t xy dng nhiu d n du lch
doanh, xm nhp m rng
sinh thi, ngh dng, sn xut rau,
th trng, cnh tranh lnh
hoa, qu x lnh, c nc lnh...
mnh cho cc doanh nghip
trong c cng ty C phn
Thy sn Mng en.

Mi trng t nhin
V tr a l
Huyn Kon Plng l mt huyn
min ni cao, nm pha ng
Bc tnh KonTum, c ta a l:
V bc t 1401955 n
1404610 ; Kinh ng t
10800345 n 10802240.
Trung tm huyn l huyn Kon
Plng cch thnh ph Kon Tum
55km v pha ng bc i theo
quc l 24.

Mai trng t nhin

a hnh
a hnh ni cao c dc trn 250.
a hnh ni cao c dc 250.
a hnh ni thp c dc 8-150.
a hnh thung lng ng bng.
Kh hu
Mt m nhng ma ng thng gy gi
lnh lm thit hi n gia sc gia cm, hn ch
trong lao ng sn xut, nh hng n sc
khe ca ngi dn, s pht trin ca cy
trng vt nui, tuy nhin rt thch hp cho vic
pht trin rau, hoa, qu x lnh c bit l loi
c qu him a vi x lnh xut hin Kon
Plong l c tm pht trin thun li.

Mi trng t nhin
Ti nguyn rng
che ph rng khong 80% xp vo loi cao so vi cc
huyn khc trong tnh v so vi mc trung bnh ca tnh. y l
vng c tim nng ln v a dng sinh hc.
=> Cc yu t iu kin t nhin, kh hu, thi tit nh hng
n chu k sn xut kinh doanh ca doanh nghip trong khu
vc, t DN c th d bo v vic nn u t hay pht trin
kinh doanh hay khng sao cho ph hp vi iu kin t
nhin.

Mi trng vn ha

Lng ngh truyn thng.

Yu t dn tc dn s.
Yu t tm linh, tn ngng.
Li sng, tp qun.
Cc phong tc, tp qun c sc.

=> Cc yu t vn ha c nh hng
ln ti khch hng cng nh hot
ng kinh doanh ca DN, l yu t
hnh thnh tm l, th hiu ngi tiu
dng. Thng qua cc yu t ny, DN
c th hiu bit c mc khc
nhau v i tng phc v, t la
ch hnh thc kinh doanh ph hp.
Cc yu t v dn tc, vn ha phn
nh quan im v cch thc s dng
sn phm nh to c hi cho
doanh ngip a dng ha kh nng
p ng nhu cu ca doanh DN.

Mi trng chnh tr - php lut

=> H thng php lut tc ng n

DN ngy cng gia tng trong c
cng ty c phn Thy sn Mng en
nhm: Bo v cc li ch ca x hi,
ngn cn cc hnh vi kinh doanh tri
php lut (chng gian ln thng mi,
bun lu), Bo v ngi tiu dng
trnh cc giao dch bun bn khng
cng bng, Bo v gia cc DN vi
nhau.

Mi trng cng ngh

Tp trung cng tc nghin cu thc n v cho sinh sn nhn to
c gii quyt ngun con ging ti ch, h gi thnh sn xut, o
to ngun nhn lc, cn b k thut , y mnh cc hot ng
khuyn ng, chuyn giao cng ngh nhm gip cho cc c nhn, t
chc nm bt y v quy trnh k thut nui cc i tng c
nc lnh.
Thnh lp cc Hp tc x nui c Tm, chia s thng tin v k
thut, th trng, thng nht u vo, u ra ca sn phm to s n
nh cn thit lm tin cho s pht trin ngh nui c Tm,...

M hnh 5 lc lng cnh tranh

Nh cung cp
Cc nh cung cp thc n
Nh cung cp ging c tm
Nh cung cp cc vt liu

Khch hng
Th trng ni a
Doanh nghip nn tn dng
ti a th trng ni a v
y l th trng y tim
nng.

Th trng ngoi nc.

Hu ht cc khch hng
u kh tnh, i hi cao v
cht lng an ton v sinh thc
phm.

i th tim n
p lc cnh tranh ngy
cng cao
Tim nng th trng
tiu th cn rt ln

iu kin kh hu,
ging c, kh nng nm
bt th trng v p
ng ca yu cu nghim
ngt v an ton v sinh
thc phm ca cc nc
nhp khu.

i th cnh tranh
Trong nc
Cng ty TNHH C Tm Vit Nam Lt:
Cng ty C Phn Tm Long a Mi:
Cng ty TNHH MTV C Tm Vit
Nam - Bnh nh
Cng ty TNHH C Tm Vit Nam k Lk.
Mt s cng ty khc.

Ngoi nc
Ngoi cc doanh nghip trong nc,
c tm Kon Tum cn phi ng u
vi cc doanh nghip cc quc gia
xut khu c tm, trng c tm ln
nh: Trung Quc, Nga.

Sn phm thay th
C rt nhiu loi sn phm thay
th.
Phong ph v chng loi t
ngun nc mn, nc l, nc
ngt c mc phn b rng
nht trn ton a cu
a dng v chng loi: cc loi
c, gip xc, nhuyn th, ngay
c cc loi thc vt thy sn
cng c gi tr cao nh rong
bin, to bin.

Phn tch ma trn SWOT

im mnh

im yu
Thch thc

C hi

im Mnh
S1 : Sn phm t tiu chun cht lng cao
S2 : Thng hiu sn phm ch bin th
trng trong tnh mnh
S3 : Ti chnh mnh, kh nng huy ng vn
cao
S4 : Hot ng nghin cu v pht trin mnh
S5 : Hot ng Marketing mnh
S6 : a dng sn phm gi tr gia tng
S7 : Chi ph sn xut thp
S8 : Knh phn phi mnh
S9 : Tip cn ngun nguyn liu thun li

im Yu
W1: H thng phn phi xut khu
cha c
W2: Qun tr nhn s yu
W3: Cha ch ng hon ton v
nguyn liu
W4: Kh nng d bo v thu thp
thng tin th trng yu
W5: Cng xut cha cung cp
nhu cu th trng

C Hi
O1 : Chnh sch khuyn khch pht trin ca nh
nc v s h tr ca Hip hi thy sn.
O2 : Tim nng thy sn nc ta di do v y l
ngun thc phm c a chung trn th gii
O3 : Nhu cu tiu dng ang tng v kht khe hn
O4 : iu kin t nhin khu vc mng ng
thun li cho nui c c cht lng, tht thm ngon.
O5 : Khoa hc - cng ngh ang pht trin mnh
O6 : Th trng ln cn nhiu tim nng

Thch Thc
T1 : Lm pht: phi lin tc tng vn lu
ng lm gim kh nng sinh li
T2 : Bin ng ca ngun nguyn liu do
iu kin thi tit thay i tht thng
T3 : Chnh sch bo h ngi dn nui c,
yu cu v mi trng, tiu chun cht
lng, an ton thc phm cao.
T4 : Thi quen tiu dng ca ngi dn.
T5 : Sc p t cc i th cnh tranh ln

Phn tch cc chin lc pht

trin
1. Nhm chin lc SO:
im mnh - c hi
2. Nhm chin lc ST:
im mnh - thch
thc
3. Nhm chin lc WO:
im yu - c hi
4. Nhm chin lc WT:
im yu - thch thc

Nhm chin lc SO: im mnh - c hi

Chin lc kt hp gia > Chin lc thm nhp
S1, S2, S3, S4 v O2, O3, th trng ni a.
Chin lc kt hp gia
O5
-> Chin lc pht trin S2, S3, S4, S5, S6, S7, S8
v O3, O4, O5
sn phm.
Chin lc kt hp gia > Chin lc pht trin
S2, S3, S5, S6, S7, S8 v th trng
01,03,04

Nhm chin lc ST: im mnh - thch thc

Chin lc kt hp gia S3, S7, S9 v T2,T3 >

Chin lc kt hp ngc v pha sau.
Chin lc kt hp gia S2, S3, S5, S8 v T1, T4,
T5 > Chin lc kt hp theo hng ngang.

Nhm chin lc WO: im yu - c hi

Chin lc kt hp gia W3 v O4 > Chin

lc kt hp ngc v pha sau.
Chin lc kt hp gia Ws v O2, O3, O6,
> Chin lc kt hp hng ngang.

Nhm chin lc WT: im yu - thch thc

Chin lc kt hp gia W3 v T2
> Chin lc kt hp ngc v pha sau.
Chin lc kt hp gia W2,W5 v T5
> Chin lc thu hp sn xut.