BYT

TRNG I HC Dc H NI
soCQos

NGUYN NGC NG

KHO ST VIC NG DNG CC

CHNH SCH MARKETING CA
CNG TY DC PHM TRAPHACO

(KHO LUN TT NGHIP Dc s KHO 1998-2003)

Ngi hng dn:

THS. NGUYN TUN ANH

THS. V TH THUN
Ni thc hin:
B mn qun l v kinh t dc
Cng ty C phn Dc Traphaco
Thi gian thc hin: T thng 2 / 2003 n thng 5 / 2003

H Ni, thng 5 - 2003

LI CM N.
Trong qu trnh hc tp nghin cu thc hin kho lun tt nghip ny ti
nhn c s gip tn tnh ca :
T H S . NGUYN TUN ANH
Ging vin trng i hc Dc H ni
TH S . V TH THUN
Gim c cng ty dc phm Traphaco
Cng vi s gip tn tnh ca cc thy c gio b mn qun l v Kinh t
dc, cc thy c gio trng i hc Dc H ni, tp th cn b cng nhn vin
cng ty dc phm Traphaco v cc bn ng kho.
Ti xin by t lng bit n su sc ti s gip qu bu .

H Ni ngy 04 thng 6 nm 2003

sv . Nguyn Ngc Ng
/

MUC
* LUC
4
T VN ................................................................................................................ 1

PHNI: TNG QUAN.................................................................................. 3

1-Vi nt v th trng dc phm th gii v Vit Nam trong nhng nm
gn y ............................................................................................................................ 3

1.1- Th trng thuc th gi i...................................................................................... 3

1.2- Th trng thuc Vit Nam................................................................................... 4
1.2.1- Nhu cu v thuc......................................................................................4
1.2.2- Ngun cung ng thuc.............................................................................6
1.2.3- Qu trnh phn phi thuc.....................................................................7
2-

Tng quan v marketing v marketing dc............................................... 8

2.1- Khi nim v marketing - marketing dc........................................................8 *

2.2- Mc tiu, vai tr, chc nng ca marketing- marketing c............................9
2.2.1- Mc tiu................................................................................................. 9
2.2.2- Vai tr .................................................................................................. 10
2.2.3- Chc nng............................................................................................. 10
2.3- Cc chch sch ca marketing...........................................................................10
2.3.1-Chnh sch sn phm............................................................................10
2.3.2-Chnh sch g i.......................................................................................13
2.3.3-Chnh sch phn phi............................................................................16
2.3.4-Chnh sch xc tin v h tr kinh doanh........................................... 18
4- Thc trng ca vic ng dng cc chnh sch marketing trn th
trng thuc trong nhng nm gn y.................................................................. 21
PHN I I : I TNG, NI DUNG, PHNG P H P ...............................24
1. i tng nghin c............................................................................................24

2. Ni dung nghin c u........................................................................................... 24

3. Phng php nghin c u ....................................................................................24

PHN I I I : KT QU NGHIN c u ..................................................... 25

1- Lch s pht trin ca cng ty.............................................................................25
^ 2- T chc hot ng Marketing trong doanh nghip........................................ 26
X 3- p dng cc chnh sch M arketing...................................................................28

3.1. p dng chnh sch sn phm...................................................................... 28

3.1.1- Chin lc pht trin danh mc sn phm..................................... 29
3.1.2- Chin lc pht trin chiu su danh mc sn phm....................30
3.1.3- Nghin cu bo ch sn phm c s khc bit v ni tri............ 31
3.1.4- Chin lc n theo ( nhi mu m bao b sn phm ) .................. 32
3.1.5- Chin lc pht trin sn phm mi hng vo thuc ng dc. 33
3.1.6- Chin lc pht trin sn phm mang tnh thi v (theo t, theo ma)....35
3.2- Vic ng dng chnh sch gi.......................................................................... 36
3.2.1- Chin lc mt gi...................................................... ........................ 37
3.2.2- Chin lc ch ng tng gi............................................................. 37
3.2.3- Chin lc ch ng gim gi............................................. ...........
3.2.4- Chin lc nh gi cao cho sn phm c bit, ..........................
3.3- Vic ng dng chnh sch phn phi sn phm.............................................. 40
3.4- Vic ng dng chnh sch xc tin v h tr kinh doanh..............................44
3.4.1- Qung c o ........................................................................................... 44
3.4.2- Tuyn truyn........................................................................................ 45
3.4.3- Kch thch tiu th .............................................................................. 46
3.4.4- Bn hng trc tip thng qua trnh dc vin.................................49
PHN IV: KT LUN V KIN XUT.................................................50

1. Kt lun...................................................................................................... 50
2. kin v xut....................................................................................... 51

K HIU CH VIT TT

SDK

S ng k

DND

Doanh nghip Dc

DNNN

Doanh nghip Nh nc

CTDP

Cng ty dc phm

TNHH

Thng nghip hng ho

TDV

Trnh dc vin

T VN

Trong nhng nm gn y, cng vi s chuyn i ca nn kinh t t c ch bao

cp bc sang nn kinh t th trng theo nh hng x hi ch ngha, hot ng ca
ngnh dc c nhng bc pht trin ng ghi nhn, c bit trong lnh vc cung
ng thuc cho nhn dn.
Mt doanh nghip tn ti th dt khot phi c cc hot ng chc nng nh: sn
xut, ti chnh, qun tri nhn lc... nhng trong nn kinh t th trng cc chc nng
qun l sn xut, chc nng qun l ti chnh, chc nng qun l nhn lc cha m
bo cho doanh nghip tn ti, v li cng khng c g m bo cho s thnh t ca
doanh nghip, nu tch ri n khi mt chc nng khc- chc nng lin kt mi hot
ng ca doanh nghip vi th trng. Chc nng ny thuc mt lnh vc qun l khcqun l Marketing.
Cng ty c phn Dc- Traphaco l mt DND trc thuc B giao thng vn ti
hot ng trong lnh vc kinh doanh dc phm. Trong thi k bao cp cng ty c
giao nhim v cung ng thuc cho ngnh giao thng vn ti. Khi bc sang nn kinh t
th trng theo kp yu cu ca s cnh tranh cng ty khng ch trng ch vo nhim
v c giao m phi tm hng i cho mnh. L mt cng ty c nhiu tim nng v
nhn lc, ti chnh v nhiu nm lin t mc doanh thu cao, hot ng c hiu qu p
ng thuc khng ch trong ngnh giao thng vn ti m cn chm sc sc kho nhn
dn c nc.
i vi TRAPHACO ni ring v cc cng ty dc ni chung, lnh vc
Marketing cn kh mi m c v l lun v thc tin.T thc t vi mong mun tm
hiu, kho st vic ng dng cc chnh sch Marketing ca mt cng ty trong nc v
lnh vc kinh doanh dc phm, chng ti tin hnh nghin cu ti:
"Kho st vic ng dng cc chnh sch Marketing ca cng ty c phn Dc
phm TRAPHACO "

Vi cc mc tiu:
- Kho st thc trng vic ng dng cc chnh sch Marketing ca cng ty.
- S b nh gi vic thc hin cc chnh sch Marketing, t rt ra nhng
nguyn nhn thnh cng cng nh nhng nhc im, nhng tn ti cn khc phc
trong khi thc hin.
- xut cc gii php nhm nng cao hiu qu ca vic ng dng cc chnh sch
Marketing ti th trng Vit Nam.

PHN I: TNG QUAN

1-VI NT V TH TRNG Dc PHM t h g i i v v i t

NAM TRONG NHNG NM GN Y

Trong nhng nm gn y, cng vi s pht trin ca nn kinh t trn ton

cu, th trng thuc th gii cng nh Vit Nam pht trin rt si ng. Vit
Nam t khi thc hin ng li kinh t m ca khuyn khch cc loi hnh doanh
nghip tham gia vo kinh doanh dc phm to ra mt th trng thuc phong ph
v a dng, ngy cng p ng c nhu cu thuc cho cng tc phng v cha
bnh.
1.1- Th trng thuc th gii

Hin nay tui th ca con ngi c gia tng trong c s ng gp

khng nh ca thuc. Theo s liu thng k, nhng nm gn y nhu cu thuc trn
th trng th gii c s gia tng mnh m do s pht trin ca dn s th gii v s
gia tng tui th, nhu cu dng thuc nhiu, dng cc loi thuc c gi thnh cao
to nn doanh s bn qua cc nm c s gia tng r rt.
Bng 1.1:S gia tng doanh s bn thuc trn th gii t 1995 n 2000
Nm

1996

1997

1998

1999

2000

Doanh s ( T USD)

285

296,4

304,6

337,2

364,5

T l gia tng so vi nm 1995

100%

104%

107%

118%

128%

Tc tng so vi nm trc

100%

104%

103%

111%

108%

( Ngun: tp ch dc hc nm 2000)
Doanh s bn thuc ton cu c xu hng tng, c bit nm 1999 tng 118%
so vi nm 1995 v c mc tng trng cao nht tng 11,1% so vi nm 1998. Theo
d kin doanh s bn thuc cn tip tc tng trong 5 nm ti do s phc hi ca nn
kinh t. Doanh s bn thuc ti th trng hng u th gii s tng khong 9% nm
cho ti nm 2005. Tng doanh s ti 10 nc hng u c, B, Canada, Php, c,
Italia, Nht, Ty ban nha, Anh v M c t 434 t USD vo nm 2005 so vi 285
t USD nm 2000. Ring ti th trng M s tng ti 263 t USD vo nm 2005,

nh vy tng trng trung bnh l 11,8% v chim ti 60% th phn ca 10 nc k

trn.
D kin t 2001- 2005 : c tng 9% ln khong 5 t USD, Canada tng 11%
ln khong 10 t USD, Ty ban nha tng 10% ln khong 10 t USD, c tng
7,5% ln khong 24 t USD, Php tng 6% ln khong 22 t USD, B tng 5,6% ln
khong 3 t USD
Cng vi xu hng chung ca ton cu ho, ngnh Dc ang i theo con
ng cng nghip ho, hin i ho. Cc cng ty ln ca cc nc pht trin ngy
cng u t nhiu vo qu trnh nghin cu thuc mi, m rng th trng mi. Cn
cc cng ty nh ca cc nc ang pht trin th i theo xu hng s dng cc thnh
tu t c, ngy cng m rng lin doanh , thu ht vn u t t nc ngoi
trong chnh sch cnh tranh ca mnh.
1.2- Th trng thuc Vit Nam

1.2.1- Nhu cu v thuc

t rt lu thuc phng, cha bnh tr thnh mt nhu cu tt yu ca con
ngi. Thuc ng mt vai tr quan trng trong cng tc chm sc, bo v sc kho
nhn dn v ni mt cch rng hn thuc l mt trong nhng yu t ch yu nhm
m bo sc kho ca nhn dn.
Nhu cu v thuc ngy cng tng ngay c khi x hi t trnh vn minh
hin i, khi nhu cu i hi nng cao v nhiu mt nh: Cht lng, chng loi,
mu m, hiu qu v an ton trong s dng.
Thuc l mt loi hng ho c bit, lin quan trc tip ti sc kho v tnh
mng ca bnh nhn, nn qu trnh s dng thuc phi c s hng dn ca ngi
c chuyn mn (BS, DS,...). Do nhu cu v thuc v lng thuc tiu dng khng
ch ph thuc vo ngi tiu dng m n c quyt nh bi nhiu yu t c trng
ca ngnh nh : Yu t thy thuc, bnh tt, kinh t y t, khoa hc cng ngh, ...
trong yu t bnh tt ng mt vai tr v cng quan trng.

Bng 1.2: S thay i m hnh bnh tt ca Vit Nam :

n v : %
TT

Tn bnh

1986

1996

2000

Dch ly

59,20

37,63

32,11

Bnh khng ly

39,00

50,02

54,20

Tai nn, ng c, chn thng

1,8

12,35

13,69

(Ngun: Nin gim thng k Y t 200(3)

Nhu cu thuc t ph thuc vo xu hng bnh tt. Theo bo co tng kt
ca cc qun l dc tnh n thng 12/ 2001, t l thuc c nhiu s ng k nht
phn theo nhm iu tr nh sau: C 3 nhm thuc c ng k nhiu nht trn th
trng : Thuc trong nc gm nhm chng nhim khun ( 946 SDK chim 17,3%),
Vitamin (691 SDK chim 12,21%), thuc h nhit gim au (354 SDK chim
6,26%) so vi tng s thuc trong nc c ng k. Thuc nc ngoi gm nhm
thuc khng sinh (786 SDK chim 23,1%), thuc tim mch (311 SDK chim
9,15%), Vitamin v thuc b (246 SDK chim 7,215%) so vi tng s thuc nc
ngoi c ng k[ 9 ]. Do m hnh bnh tt ch yu l cc bnh nhim khun v
k sinh trng nn thuc khng sinh chim hn 40% thuc c cp s ng k lu
hnh trn th trng .
Thuc ng vai tr quan trng trong chm sc sc kho cho mi ngi, nn
nhu cu thuc c s dng ngy cng tng.
Bng 1.3: Tin thuc bnh qun u ngi qua cc nm
n v: USD
Nm
Tin thuc bnh qun/ u
ngi

19903

1995

1997

2000

2001

2002

0,3

4,0

5,0

5,4

5,5

6,0

Qua bng trn ta thy tin thuc bnh qun trn u ngi qua cc nm tng t
0,3 USD nm 1993 n 6,0 USD nm 2002. Theo d kin n nm 2005 tin thuc
bnh qun u ngi s t ti 10 USD khi tin thuc chi hng nm cho ton
quc vo khong 1 t USD.
m bo nhu cu v thuc , trong nhng nm qua nh nc ang dn hon
thin quy hoch v xy dng k hoch pht trin cng nghip dc theo hng cng

nghip ho, hin i ho v ch ng hi nhp vi quc t bng cch tip cn v u

t p dng cc cng ngh cao, to ra bc pht trin mnh m c v quy m ln cht
lng. Tin hnh c phn ho doanh nghip nh nc nhm thu ht vn u t ,
chnh sch ca nh nc v u t trong v ngoi nc ngy cng thun li, h
thng php lut ang c i mi to iu kin cho sn xut kinh doanh. Nhu cu
s dng thuc ca nhn dn ngy cng tng, cng nghip dc ni a lin tc tng
trng trong cc nm qua v tng bc hin i ho.
1.2.2- Ngun cung ng thuc.

Thuc sn xut trong nc.

Xut hin ngy cng nhiu thuc sn xut ni a c cht lng cao. Thuc sn
xut trong nc ngy cng a dng, s mt hng mi ngy cng nhiu hn, mu m
phong ph hn v cht lng ngy cng tt hn. T ch thiu thuc, thuc ch yu
da vo nhp khu n nm 2000, thuc sn xut trong nc p ng c
khong 35% nhu cu trong nc v tng dn trong cc nm sau . Sn xut gi,
c mc tng trng trn 10% nm.
Bng 1.4: S c s ang c thuc ng k lu hnh hng nm
Nm

1996

1997

1998

1999

2000

2001

S c s

153

192

244

298

348

388

T l tng lin hon

100,00

125,49

166,61

133,04

116,18

111,49

Hng nm s c s sn xut thuc khng ngng tng ln, nm cao nht 1999
tng ti 33,04% so vi nm 1998. Nm 1996 ton quc c 153 c s tham gia sn
xut thuc nhng n nm 2001 c 388 c s tham gia sn xut thuc tng
253,59%. Nh vy vi tc ng ca nn kinh t th trng c s sn xut dc phm
tng nhanh, hng nm tc gia tng u mc trn 10%. [ 16 ]
Thuc sn xut trong nc ngy cng tng v chng loi v cht lng. Nm
1995 cng nghip dc ni a ch sn xut dc phm trn c s 80 hot cht, n
nm 2001 s dng 365 hot cht. Nhiu k thut c p dng sn xut cc
dng thuc mi : Vin nang mm, vi nang, vin bao phim, thuc c tc dng ko
di. V mt tng sn lng tng t 1035 t (1995) n 2880 t (2001), gp 2,5
ln. T trng thuc sn xut trong nc t 28%(1999) n 35%(2001), xt v c cu
mt hng th n 2001 c 6025 thuc trong nc c ng k lu hnh[ 15 ].

T ta thy hng nm thuc sn xut trong nc khng ngng tng v s

lng v cht lng, iu chng t ngnh dc Vit Nam khng ngng pht trin
qua cc nm, ng thi lm cho th trng thuc Vit Nam ngy cng si ng.
Cht lng thuc cng c nng cao nh p dng tiu chun thc hnh tt sn xut
thuc(GMP). Tnh n nm 2001 c 25 nh my t tiu chun GMP ca
ASEAN. iu ny lm cho ngnh dc Vit Nam tng bc pht trin trn con
ng cng nghip ho, hin i ho ho nhp vi khu vc v th gii.
Thuc nhp khu t nc ngoi
Mc d thuc sn xut trong nc khng ngng gia tng, nhng ng thi m
hnh bnh tt cng ang tr nn phc tp hn trong nhng nm gn y, cc bnh
him ngho nh: Tim mch, ung th,... ngy mt tng i hi th trng thuc phi
cung ng ngy cng cao v chng loi v cht lng. Bn cnh nhng yu t ,
vic u t cho sn xut thuc mi i hi chi ph rt cao m nn kinh t nc ta
hin nay cha p ng , cho nn thuc nhp khu vo Vit Nam trong nhng nm
gn y ang chim mt t l kh ln so vi thuc sn xut trong nc.
n nm 2001 c 3392 thuc nc ngoi c cp s ng k vi 890 hot
cht v ti ngy 31/03/2002 c hn 4000 thuc nc ngoi c cp SDK. S gia
tng thuc nhp khu vo th trng thuc Vit Nam gp phn p ng nhu cu
v thuc ngy cng cao trong qu trnh chm sc sc kho cho nhn dn.[ 5 ]
1.2.3- Qu trnh phn phi thuc
Trn th trng thuc hin nay, cc DNNN vn gi mt vai tr ch o trong
cung ng thuc cho nhn dn. Nhiu cng ty m cc i l ti cc trm x x cng
vi h thng nh thuc t nhn, to ra mng li bn l thuc su rng, m bo
nhu cu thuc phng cha bnh cho nhn dn. Tnh n ht nm 2001 ton quc c
19 doanh nghip Dc Trung ng, 126 cng ty, x nghip Dc a phng, 15
doanh nghip t nhn, 43 cng ty c phn v 316 cng ty thng nghip hng ho
c chc nng sn xut kinh doanh Dc phm, ng thi c 34.000 im bn l
thuc trong c 7.161 im ca doanh nghip quc doanh, 10.367 i l cc x
gp phn tch cc vo vic cung ng thuc phng v cha bnh, to thun tin
cho ngi bnh trong vic mua thuc ng thi to ra mt th trng thuc cnh
tranh lnh mnh.[ 2 ]

Th trng thuc Vit Nam l mt th trng hng ho c bit, chu tc ng ,

chi phi ca nhiu yu t c trng ca ngnh, ng thi c nhiu loi hnh doanh
nghip tham gia vo sn xut, lu thng, phn phi. Nhng c im ny tc ng
nhiu mt vo th trng thuc Vit Nam, to nn mt th trng thuc si ng,
phong ph mang tnh cnh tranh ng thi to thc y ngnh sn xut v kinh
doanh thuc trong nc pht trin. Chnh v iu ny cc cng ty dc khi tham gia
vo th trng thuc Vit Nam, nng cao hiu qu kinh doanh , tng cng kh
nng cnh tranh ngoi vic u t vo c s sn xut, trang thit b, ng dng cc
tin b khoa hc k thut h cn phi tip cn mt lnh vc quan trng khc l
Marketing. Vic ng dng cc chnh sch Marketing trong kinh doanh dc phm l
mt yu cu tt yu trong nn kinh t th trng .
2- TNG QUAN y MARKETING V MARKETING DC
2.1- Khi nim v marketing - marketing dc

Theo qu trnh pht trin, khi nim v marketing ngy cng m rng. Tu vo
mi giai on pht trin khc nhau m ta c cc nh ngha khc nhau v marketing.
nh ngha ca hip hi Marketing Hoa K: "Marketing l vic tin hnh cc
hot ng kinh doanh c lin quan trc tip ti lung vn chuyn hng ha v dch
v t nh sn xut ti ngi tiu dng" [ 12 ].
nh ngha ca hip hi Marketing Anh:" Marketing l chc nng qun l
cng ty v mt t chc v qun l ton b cc hot ng kinh doanh, t vic pht
hin v bin sc mua ca ngi tiu dng thnh mt nhu cu thc s v mt mt
hng, n vic a hng ha n ngi tiu th cui cng nhm m bo cho
cng ty thu c li nhun cao nht".
nh ngha ca Philip- Kotler : "Marketing l mt dng hot ng ca con
ngi nhm tha mn nhu cu v mong mun ca h thng qua trao i" [11].
Theo mt nh ngha khc: "Marketing l quy trnh xc nh pht trin v
cung cp cc gi tr tt hn cho khch hng". C rt nhiu nh ngha v marketing,
mi nh ngha u ng mt thi im nht nh v marketing ang pht trin
nn cha c nh ngha cui cng v n. Nhng nh ngha marketing theo cch no
i na th mc tiu chnh ca Marketing vn l li nhun, chim lnh th trng v
an ton trong kinh doanh.

Tm li, Marketing l tng th cc hot ng ca doanh nghip hng ti tho

mn, gi m nhng nhu cu ca ngi tiu dng trn th trng t c mc
tiu li nhun trc mt v lu di.
Thuc l mt loi hng ha c bit, c c th ring. Ngi tiu dng (Bnh
nhn) c s dng thuc thng qua ngi c chuyn mn l thy thuc. Ngi c
vai tr quyt nh n nhu cu s dng thuc l thy thuc. Marketing Dc ng
mt vai tr quan trng i vi cc doanh nghip dc, hot ng marketing dc c
c th ring so vi cc hot ng marketing khc. Trong hot ng marketing
Dc bnh nhn ng v tr trung tm trong chin lc hot ng ca cng ty.
ng v pha x hi th cc cng ty dc phm phi cung ng thuc m bo cht
lng tt ngi dn s dng an ton, hp l, hiu qu, gi c ph hp vi iu
kin kinh t.
Theo Mickey c. Smith, marketing dc ng vai tr nh chic cha kho, nh
hng hoc tc ng trc tip t nh sn xut n bnh nhn. Mickey c. Smith cn
nhn mnh: i tng cn cho s tn ti ca marketing dc l bnh nhn ch
khng phi l nh sn xut hay cc ca hng dc .
V vy: Marketing dc thc cht l tng hp cc chnh sch chin lc
marketing ca thuc nhm tha mn nhu cu ca bnh nhn, nhm phc v chm
sc sc khe cng ng. Ngoi cc mc tiu chc nng ca marketing thng thng,
do c th ring ca ngnh yu cu marketing dc c nhim v thuc c bn ra
ng loi thuc, ng gi, ng s lng, ng lc, ng ni... [ 1 ].
Nh vy bn cht ca marketing dc l thc hin chm sc thuc, p ng
tha mn nhu cu iu tr hp l ch khng ch sn xut hay kinh doanh thuc.
2.2- Mc tiu, vai tr, chc nng ca marketing- marketing dc
2.2.1- Mc tiu

Li nhun: y l mc tiu ct li ca mi doanh nghip, li nhun m bo

b p chi ph, tch ly m rng sn xut hng ha, gip doanh nghip pht trin
v m rng sn xut kinh doanh
To li th cnh tranh: Li th cnh tranh c th hin bng ch tiu v th
phn ca doanh nghip.

An ton trong knh doanh'. Hot ng marketing gip cho doanh nghip phn
on c nhng bin i ca th trng, t c nhng bin php nhm i ph
nhng bt li ca th trng v gim ti thiu ri ro trong kinh doanh.
2.2.2- Vai tr:
Marketing c vai tr quan trng trong qun l vi m v v m
cp v m: ng vai tr quan trng trong nn kinh t, n kt ni gia nh
sn xut vi ngi tiu dng, kch thch nn sn xut pht trin v l cng c nh
nc qun l, gim st nn kinh t.
cp vi m: Marketing c vai tr quan trng trong vic tip cn vi th trng
v nhu cu ca khch hng. N hng dn phi hp ch o cc hot ng sn xut
kinh doanh ca doanh nghip, quyt nh ti hiu qu kinh doanh, ti hnh nh v v
th ca cng ty trn th trng.
2.2.3- Chc nng

Lm thch ng sn phm vi nhu cu th trng: Marketing c chc nng ch

o cc b phn k thut, sn xut v vic sn xut nh th no, sn xut ra ci g,
s lng bao nhiu v khi no a sn phm ra th trng. Thc hin chc nng ny
marketing c mc tiu lm tng tnh hp dn ca sn phm, tha mn tt hn nhu
cu ca ngi tiu dng.
Phn phi: Bao gm cc hot ng nh tm hiu khch hng, la chn khch
hng mc tiu, hng dn cho khch hng vic chuyn ch, giao hng hp l v
gim chi ph cho khch hng. T chc h thng kho bi, bao gi vn chuyn, dch
v h tr cho ngi tiu th, pht hin v chnh l cc s tr tr ch tc ca knh
phn phi.
Tiu th hng ha: Bao gm kim sot v gi, ch ra cc nghip v v ngh
thut bn hng.
Ym tr. Gm qung co, tuyn truyn, kch thch tiu th, bn hng c nhn.
2..3- Cc chch sch ca marketing
2.3.1-Chnh sch sn phm.

Theo quan im marketing, sn phm hng ho l tt c nhng yu t c th

tho mn nhu cu hay c mun ca khch hng, cng hin nhng li ch cho h v
c kh nng a ra cho bn trn th trng vi mc ch thu ht s ch mua sm
hay tiu dng.

10

Theo quan im ny th sn phm bao gm:

- Yu t vt cht: c tnh vt l, ho hc ca sn phm.
- Yu t phi vt cht: Nhn hiu, tn gi, cch nhn bit, thng tn v tp qun,
th
hiu, thi quen v cc n lc marketing m cng ty hng ti.
Thuc l mt loi hng ho c bit, nh hng ti sc kho v tnh mng ca
ngi bnh. V vy cc c tnh ca thuc nh: Cht lng thuc , p ng sinh hc,
thun tin trong vic s dng, dng bo ch, ng dng thuc, cch dng, tc dng
khng mong mun, nghin cu v pht trin sn phm mi ng mt vai tr quan
trng trong chnh sch sn phm.
Cc chin lc trong chnh sch sn phm.

Chin lc pht trin theo chu k sng ca sn phm.

Chu k sng ca sn phm l khong thi gian sn phm tn ti trn th trng

v c khch hng chp nhn.
Mi sn phm c mt chu k sng khc nhau, c sn phm c chu k sng
dng xm nhp, c sn phm c dng ti chu k v c sn phm li c dng tng
trng n nh.
Nhn chung chu k sng ca mt sn phm c dng in hnh sau:

Hnh 1.1: S chu k sng ca sn phm

Chu k sng sn phm gip cho cng ty c c nhng mc tiu, nhng thay
i chin lc marketing cho hp l trong tng giai on.

11

Chin lc pht trin danh mc sn phm.

Mi cng ty thng c cch la chn danh mc sn phm hng ho khc nhau,

nhng la chn ny tu thuc vo mc ch m cng ty theo ui. a s cc cng ty
thng vn dng chin lc a dng ho sn phm lm mc tiu, h khng ch xy
dng c cu mt sn phm kinh doanh, m nhiu loi sn phm.
Danh mc sn phm l tp hp tt c cc mt hng m cng ty c kh nng
cung ng ra th trng. Danh mc sn phm c phn nh qua chiu rng, chiu
di, chiu su.
Chiu rng: L tng s cc nhm chng loi sn phm do cng ty sn xut
Chiu di: L tng s nhng mt hng thnh phn trong mi chng loi.
Chiu su: L s lng nhng mu m trong cc mt hng, loi hng ni trn.
Mc tiu ca vic pht trin danh mc sn phm l nhm duy tr v ngy cng
tng cc ch tiu v li nhun v chim lnh th trng. y l mc tiu khch quan
ca mi cng ty v trong c ch cnh tranh, th trng ca cng ty c xu hng b co
li.
Chin lc ny ng thi gip cho cng ty c c nhng phn ng linh hot
thch ng vi nhng bin ng ca th trng.

Chin lc pht trin sn phm mi.

Do nhng thay i nhanh chng v th hiu, cng ngh, cnh tranh. Mun pht
trin cc cng ty khng ch da vo nhng sn phm hin c m h phi c chng
trnh thit k sn phm hng ho mi.
Sn phm mi l nhng sn phm ln u tin c cng ty a ra cho bn
trn th trng. Theo quan im marketing sn phm mi y l nhng sn
phm mi v nguyn tc, nhng phng n ci tin hay nhng hng ho hin c
c ci tin, cng nh nhng nhn hiu mi, kt qu ca vic nghin cu, thit k
th nghim ca cng ty sn xut.
Thuc l mt loi hng ho c bit c hm lng khoa hc k thut cao, nh
hng x hi rng ln, i hi khng ch tri thc a ngnh m c tnh nhn o su
sc, nn chi ph cho vic nghin cu, sn xut mt thuc mi thng rt tn km.
Vi cc doanh nghip dc trong nc, do u t cho vic sn xut mt thuc
mi rt tn km nn vic pht trin nhng sn phm mi cn rt hn ch, h ch
yu nghin cu cc sn phm mi v ng dc, cn vi thuc tn dc cc cng ty

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ny ch yu nhp nguyn liu, hot cht c cc nc v sn xut thnh cc

thnh phm c dng s dng ph hp vi ngi Vit Nam hoc l nhp thnh phm
ca cc cng ty nc ngoi.
2.3.2-Chnh sch gi.
Chnh sch gi l vic quy nh mc gi bn ca cc sn phm cho ph hp
vi tng mt hng, tng i tng khch hng, tng thi im khc nhau v ph
hp vi mc tiu ca cng ty.
Trong cc bin s ca marketing th bin s v gi nh hng trc tip ti th
phn, ti doanh thu v li nhun thc t ca cng ty.
Cc yu t cn xem xt khi nh gi.
-Yu t ni ti'. Bao gm mc tiu ca marketing ( ti a ho li nhun, dn
u v th trng, dn u v cht lng), gi v cc bin s khc ca marketing, chi
ph sn xut, c tnh ca sn phm.
-Yu t bn ngoi: Khch hng v cu th trng, cnh tranh v th trng v
cc yu t bn ngoi khc nh mi trng kinh t, thi ca cc ngnh cc cp.
Thuc l mt loi hng ho c bit nn ngoi cc mc tiu ca marketing n
cn mang tnh x hi, tnh nhn o, mc tiu chm sc sc khe cho nhn dn, cc
yu t ny cng nh hng n gi thuc.
C nhiu phng php nh gi, tu theo tng sn phm, thi im m la
chn phng php nh gi cho ph hp.
Cc phng php nh gi c bn.

nh gi da trn ch ph.

Chi ph bin i + Chi ph c nh

Chi ph n v = ----------------------------------------------S lng tiu th
Chi ph n v
Gi cng li = --------------------------------------------(1- Li d kin trn doanh s bn )

13

nh gi theo li nhun mc tiu.

Cng thc:
Li nhun mong mun
Gi theo li nhun mc tiu = Chi ph n v + ------------------------------S lng tiu th
d phng s lng bn d kin l khng chnh xc hoc linh hot trong
vic a ra cc mc gi bn, tng ng vi khi lng bn c th t li nhun mc
tiu, ngi lm gi c th s dng th im ho vn.
Khi lng ho vn =

Chi ph c nh
-------------------------------------------------Gi - Chi ph bin i n v

Chi ph c nh + Khi lng li nhun mc tiu

Khi lng bn t li nhun =
--------------------------------------------Gi- Chi ph bin i n v
Doanh thu,
Chi ph ( I)

Q1

Q2

Hnh 1.2: S th im ho vn

14

Khi lng bn hng (Q )

nh gi da trn gi ca i th cnh tranh.

nh gi sn phm ca mnh, cc cng ty thng xut pht t gi ca i

th cnh tranh v t quan tm ti chi ph sn xut hay nhu cu ca th trng. Theo
cch nh gi ny cng ty c th nh gi sn phm ca mnh thp hn hoc ngang
bng gi ca i th cnh tranh khi cng ty tham gia vo th trng vi nng lc
cnh tranh yu hn hoc ngang bng vi i th cnh tranh. Cng ty c th nh
mc gi cao hn gi ca i th cnh tranh khi sn phm ca cng ty c nhng s
khc bit v c khch hng chp nhn.
Cc chin lc trong chnh sch gi.

Chin lc mt gi.

Doanh nghip a ra mt mc gi nh nhau cho cc i tng khch hng khc

nhau trong cng mt iu kin c bn v cng khi lng.
u im: Gip cng ty m bo c li nhun, duy tr uy tn trong khch
hng, nh gi v qun l gi c d dng.
-Nhc im: Dn ti tnh trng khng linh hot v cng nhc v gi. Chin lc
ny c nhiu cng ty dc phm p dng v n ph hp vi mc tiu ca ngnh l
thuc bn ra phi ng gi v cn m bo c uy tn v cng ty v sn phm.

Chin lc gi linh hot.

i vi tng khch hng khc nhau cng ty a ra cc mc gi khc nhau trong

cng mt iu kin c bn v cng khi lng.

Chin lc gi ht vng.

Nhm thu c li nhun ti a cc cng ty nh gi rt cao khi a sn phm

vo th trng.
Cc cng ty thng nh gi cao trong cc trng hp sau: Sn phm mi a
vo
th trng, sn phm c nhng c tnh ni tri so vi cc sn phm khc cng loi,
nhu cu cao t pha khch hng.
i vi ngnh dc th chin lc ny hay c cc cng ty c uy tn, c sn
phm
c quyn v nhn hiu c quyn p dng.

15

Chin lc gi xm nhp th trng.

Mt s cng ty xc nh cho sn phm ca mnh gi tng i thp vi hy vng

thu ht c nhiu ngi mua v ginh c th phn ln. Trong kinh doanh dc
phm chin lc ny hay c cc cng ty va v nh p dng.

Chin lc gi n theo.

l vic cng ty nh gi thp cho nhng sn phm ca mnh c sn xut

ging vi sn phm ca cc cng ty c uy tn trn th trng.

Chin lc ch ng tng gi.

Trong mt s trng hp buc cc cng ty phi tng gi sn phm ln nh: Do

lm pht dn n tng chi ph sn xut, do s tng ln ca nhu cu. Trong cng
c trng hp cng ty ch ng tng gi tng li nhun trong khi cc chi ph
khc khng thay i.

Chin lc ch ng gim gi.

Trong mt s hon cnh nh: tng ti a nng lc sn xut, th phn b thu

hp do cnh tranh, mun chim lnh th trng th cng ty tin hnh gim gi sn
phm xung.

Chin lc gi ng tr.

Gi c gim xung cng vi chi ph. Chin lc ny ch p dng khi doanh

nghip ng v tr tn cng i vi cc doanh nghip cnh tranh. nhm mc
ch lm cho cc doanh nghip khc kh nhy vo th trngv loi b cc i th
yu.

Chin lc nh gi o.

L chin lc nh gi cao hn gi cn bn sau kt hp vi cc chnh sch

phn phi, khuyn mi thc y vic bn sn phm vi "gi thc" thp hn nhm
kch thch ngi mua.
2.3.3-Chnh sch phn phi.

Mt b phn quan trng trong hot ng marketing ca doanh nghip l hot

ng phn phi. Hot ng phn phi gii quyt vn hng ho, dch v c a
nh th no n ngi tiu dng. Cc doanh nghip t chc qun l hot ng phn
phi thng qua cc h thng knh phn phi.

16

Theo quan im marketing, knh phn phi l tp hp cc doanh nghip v c

nhn c lp hoc ph thuc ln nhau tham gia vo qu trnh a hng ho t ni
sn xut ti ngi tiu dng.
Cc phng thc phn phi.

Phng thc phn phi trc tip.

Doanh nghip phn phi sn phm ca mnh ti ngi tiu dng khng thng
qua cc phn t trung gian.
Cc thnh phn tham gia vo phn phi trc tip: Gm ca hng, chi nhnh trc
thuc ca cng ty.
Knh phn phi trc tip.

Phng thc phn phi gin tip.

Doanh nghip phn phi sn phm ti ngi tiu dng thng qua cc phn t
trung gian. Cu trc knh phn phi ph thuc vo s phn t trung gian tham gia
vo phn phi, s phn t trung gian cng nhiu th cu trc knh cng phc tp v
cp knh phn phi cng ln.
Knh phn phi gin tip.

Thuc l mt loi sn phm c bit phi m bo cht lng trong sut thi
gian phn phi, ng thi thuc phi phn phi ng ni, kp thi gian, ng i
tng, ng chng loi. V vy vic xc lp knh phn phi ng mt vai tr quan
trng.
Cc cn c xc lp knh phn phi thuc: c tnh ca hng ha (nguyn
liu lm thuc, thuc c A,B, thuc tn dc, thuc hng tm thn); chin
lc kinh doanh ca cng ty, phm vi hot ng ca doanh nghip, cc phn
t trung gian, i tng khch hng.
Cc chin lc trong chnh sch phn phi

Chin lc phn phi mnh.

L chin lc m nh kinh doanh phn phi rng khp v ti a sn phm ca

mnh trn th trng. S dng h thng trung gian ln. Cc sn phm thuc phn
phi theo chin lc ny gm cc thuc O.T.C.
Chin lc phn phi chn lc.

L chin lc la chn mt s trung gian c kh nng phc v tt nht cho hot

ng phn phi ca nh sn xut trn mt s khu vc th trng, chin lc ny gip
cho doanh nghip tit kim c chi ph, thi gian, loi b c mt s trung gian
km hiu qu, c th kim sot c th trng v t mc tiu m rng th trng.
Chin lc ny c s dng cho cc thuc chuyn khoa, cc thuc phi k n, cc
sn phm c bit...
Chin lc phn phi c quyn.

L vic ch chn mt trung gian duy nht mi khu vc th trng, c quyn

phn phi sn phm ca doanh nghip. Sn phm qua phn phi c quyn nh sn
xut kim sot c mc gi trn th trng, cc loi hnh bn hng, cc tiu chun
v dch v lu thng th trng, nh sn xut c c s ng h ti chnh, khch
hng ca cc trung gian.
2.3.4-Chnh sch xc tin v h tr knh doanh.

y l chnh sch b ni to nn hnh nh ca cng ty trn th trng. C vai

tr quan trng, l cng c thc hin chin lc chung marketing. N gip ngi
bn v ngi mua gp nhau, tha mn nhu cu ngi mua v gim c ri ro
trong kinh doanh.

18

Trong nn kinh t th trng nhiu cng ty dc phm xm nhp vo th trng

Vit Nam, h s dng nhun nhuyn cc cng c trong chnh sch xc tin v h tr
kinh doanh, thm ch cn thng mi ha cc thng tin ch thc vn c ca thuc,
gy nh hng ti vic cho toa, nh hng ti vic hng dn s dng thuc ca cc
nh chuyn mn, gy nn vic s dng thuc khng an ton v hp l cho ngi
bnh. nng cao qu trnh s dng thuc an ton v hp l, B Y t c vn bn
quy nh thng tin qung co thuc (Q 322/BYT ngy 28/2/1997).
Cc chin lc dng trong xc tin v h tr kinh doanh.

Chin lc y.

Chin lc y i hi phi s dng nhn vin bn hng v kch thch cc phn

t trung gian thc y hng ha theo knh lu thng hng ha.

Hnh 1.3: S ca chin lc y

i vi thuc chin lc y thng c p dng cho nhng thuc c tn s

s dng ln nh: Thuc s dng khng phi theo n.

Chin lc ko.

L chin lc thu ht ngi tiu dng n vi hng ha, chin lc ny i hi

chi ph cao cho qung co v kch thch ngi tiu dng nhm mc ch hnh thnh
nhu cu t pha h.
Mua

Mua

Hnh 1.4: S ca chin lc ko

Thuc c s dng cho bnh nhn, nhng ngi quyt nh s dng thuc
khng phi l bnh nhn m l cc thy thuc k n. Cho nn i tng trong

19

chin lc ko ca cc cng ty dc phm l cc thy thuc k n, v thng p

dng chin lc ny i vi nhng thuc chuyn khoa, thuc phi k n.
Cc cng c dng trong xc tin v h tr kinh doanh:
Cc cng c

Qung co

Tuyn truyn

Kch thch tiu th

Bn hng trc tip

Hnh thc th hin

Tp ch v bo, i pht thanh v truyn hnh, qung

co ngoi tri ( Pano, p phch,bng ron,...), qu tng, bin
qung co, catalo, nin gim, thng bo, qung co trn
cc vt phm ( ti, s sch, ng h, bt,...)
Hi tho khoa hc, hp bo, ni chuyn, bo co
nm, bo tr, tuyn truyn trn cc tp ch chuyn ngnh,
pht hnh tp ch, bo co khoa hc, bo co kinh nghim
s dng thuc
Ph bin mu, phiu mua hng, nhn hng tr li, gi
u i, thng, phiu lng thng, b tr khi mua hng,
cp hng min ph, hi ch trin lm, dng th min ph,
ti tr, bn hng c khuyn mi.
Ngi giao hng, ngi gii thiu thuc, ngi to
nhu cu, ngi tip nhn n hng, cc dch v km theo.

Qung co.

L nhng hnh thc truyn thng khng trc tip, c thc hin thng qua
nhng phng tin truyn tin chuyn cc thng tin v sn phm. i vi thuc
th qung co phi m bo cht lng thng tin cao, ngn gn, r rng, ph hp vi
tng phng tin qung co, m bo tnh php l, m bo tnh ngh thut, ng
b, a dng v ph hp vi kinh ph. Cm qung co cc thuc cha c SDK, SDK
ht hn v khng nm trong danh mc thuc c qung co ca B Y t.

Tuyn truyn.

L vic kch thch mt cch gin tip, ph bin trong kinh doanh dc phm l
hi tho, gii thiu thuc.
Bo co vin phi l ngi c chuyn mn, c nhiu kinh nghim trong s
dng cc sn phm nh hi tho.

20

Cc t chc nc ngoi mun hi tho gii thiu thuc phi phi hp vi n

v y t ca Vit Nam v phi chu trch nhim cc hot ng trong thi gian din ra
hi tho.
Trong vng 10 ngy k t khi hi tho kt thc n v t chc hi tho phi
gi bo co bng vn bn kt qu ca cuc hi tho ti S y t tnh ( ni n v
ng k ni dung hi tho ).

Kch thch tiu th.

L s dng nhiu phng tin tc ng kch thch nhm y mnh v tng

cng phn ng p li ca th trng, kch thch tiu th bao gm kch thch ngi
tiu dng, kch thch khu vc thng mi, kch thch nhn vin bn hng.
Bn hng trc tip.

Hin nay nhiu cng ty dc phm s dng i ng trnh dc vin tuyn

truyn v sn phm ca cng ty. Trong lnh vc dc phm hnh thc bn hng trc
tip c s khc bit so vi cc ngnh khc. Nhn vin bn hng l nhng ngi c
chuyn mn, c hun luyn, o to, c xc nhn c kin thc v nhng
thuc m h c gii thiu. Cc trnh dc vin c nhim v thng tin qung co
v sn phm m h c ti cc cn b chuyn mn ( Bc s, Dc s), hng s tiu
dng vo sn phm ca cng ty mnh, ng thi thu thp cc thng tin phn hi t
pha khch hng, t cc thy thuc k n v tc dng ph, phn ng c hi, .... ca
sn phm v kp thi bo co li cho cng ty.
4- THC TRNG CA VIC NG DNG CC CHNH SCH
MARKETING TRN TH TRNG THUC TRONG NHNG NM GN Y.

Hin nay th trng dc phm Vit Nam ang din ra kh si ng vi s

cnh tranh gay gt gia cc cng ty trong v ngoi nc. Trong mi trng cnh
tranh nh vy, cc cng ty khng ngng nng cao vic ng dng cc chnh sch
marketing trong hot ng ca mnh. Tuy nhin do c s khc nhau v cc mt nh
nhn lc, ti chnh... v mc ch kinh doanh ca mi cng ty m hot ng
marketing cng c s khc nhau.
i vi cc cng ty nc ngoi, h l nhng ngi i tin phong trong lnh vc
marketing. Bng kinh nghim ca mnh cng vi tim nng ln, cc cng ty nc
ngoi chim u th trong lnh vc marketing. Cc cng ty hng u th gii thng
u t nhiu cho vic nghin cu, to ra cc sn phm mi c cht lng cao, nht

21

l cc thuc chuyn khoa, nh gi cao cho cc sn phm ny, phn phi chng
thng qua cc cng ty phn phi quc t c uy tn. Chnh cc chin lc ny lm
cho uy tn ca cc cng ty ny ngy cng tng trn th trng. Bn cnh ph
hp vi tnh a dng ca th trng h cn p dng cc chin lc nh: a dng ho
sn phm v cc mt nh chng loi, dng bo ch, ng dng, v phn phi sn
phm bng nhiu hnh thc v knh phn phi khc nhau. Cc cng ty nh ca cc
nc nh: n , Hn quc trong chin lc hot ng kinh doanh ca mnh, cc
cng ty ny khng u t nhiu cho vic nghin cu pht trin sn phm mi m
thng ch trng to ra sn phm theo sn phm ca cc cng ty c uy tn trn
th trng bng chin lc n theo. Sau li nh gi thp cho sn phm ca mnh,
nhiu khi thp hn nhiu so vi gi sn phm gc, ng thi phn phi mnh ti hu
ht cc th trng y mnh qu trnh tiu th sn phm.
i vi cc cng ty trong nc ngy cng u t nhiu hn vo ngun lc sn
xut trong nc, nng cao cht lng, mu m, bao b v dn khng nh c v
tr ca mnh trn th trng. pht trin sn phm mi, cc cng ty trong nc ch
yu nghin cu nguyn liu, ha cht c cc nc sau nhp v sn xut ra
cc thnh phm ph hp vi ngi Vt nam hoc c th nhp khu thnh phm t
nc ngoi. Mt khc trong chnh sch gi cc cng ty trong nc s dng rt
nhiu chin lc gi nh: nh gi cao cho sn phm, gi xm nhp, gi linh hot,
chin lc mt gi... . Nhng nhn chung gi ca cc cng ty trong nc kh linh
hot v thng thp hn nhiu so vi gi ca cc cng ty nc ngoi, to ra mt th
trng a cp gi. Trong phn phi, cc cng ty s dng nhiu chin lc v knh
phn phi khc nhau, trong hay c s dng l chin lc phn phi mnh,
phn phi sn phm ti nhiu th trng khc nhau. ng thi mt s cng ty thc
hin phn phi ngn trc tip, phn phi sn phm ca mnh thng qua cc ca
hng, chi nhnh trc thuc ca cng ty m khng thng qua cc phn t trung gian.
Cc cng ty thng phn phi sn phm trc tip vo cc bnh vin, nh thuc.
Chnh sch xc tin v h tr kinh doanh l b ni ca hot ng marketing.
Cc phng tin nh: Qung co, tuyn truyn, kch thch tiu th v bn hng trc
tip c cc cng ty trong v ngoi nc p dng mt cch linh hot v sng
to vi nhiu hnh thc th hin khc nhau, tuy nhin cc cng ty nc ngoi vn
chim u th, h tn dng ti a v th mnh ny mt cch bi bn, chnh thng

22

v chuyn su nh: Hi ngh, hi tho, ni chuyn chuyn .... Bn cnh nhiu

hnh thc kch thch tiu th phong ph, c cc cng ty vn dng c hiu qu
trong qu trnh t c doanh s v li nhun. Song mt s cng ty dc phm c
xu hng lm dng hnh thc ny, dng li ch vt cht (tin mt, qu tng c gi
tr cao) rng buc ti vic k n ca cc dc s, bc s. Thuc c cc cng ty
gi mt s nh thuc ln xung quanh bnh vin, cc bc s k n ra cc nh
thuc v tu theo s lng v tn sut k n bc s s nhn c tin mt hoc
qu tng t chn nh: Tivi, in thoi di ng, bn l, qut.... Nhng thuc thng
thng nh thuc b, cc thuc cnh tranh ln nh khng sinh, thuc gim au,
thuc khng vim khng steroid c t l trch thng cho bc s k n thng rt
cao t 7-10% gi tr ca n thuc. Vi cc thuc khc thng t 3-5%. Mt s sn
phm nhp khu c nh gi cao, trong trng hp ny mt s cng ty thng
kt hp vi yu t marketing phi o c nh tng t l chit khu cho khch hng,
tng t l trch thng cho bc s k n.... Hu qu ca cc hnh thc ny tht tai
hi, nh hng trc tip ti ti tin bnh nhn, o c ngh nghip ca ngi thy
thuc v chnh uy tn ca cc cng ty. Mt s bc s do chy theo mc thng k
n nhiu thuc t tin, nhiu loi thuc trong mt n. Thm ch c n k hai
thuc cng nhm, cng tc dng.
Tnh hnh cnh tranh ngy cng cao trong lnh vc dc phm, to sc p
ln cc trnh dc vin ca cc cng ty. Nhiu trnh dc vin do chy theo mc
khon doanh s v li nhun bng mi cch t c mc tiu ca cng ty t
ra. Cc cch s dng khng ph hp vi marketing dc nh: Dng li ch vt cht
rng buc cn b y t trong vic k n, tiu th thuc. Thng tin v sn phm
khuych i so vi s tht, c nhng thng tin cha c php ca B Y t.

23

PHN n : I TNG, NI DUNG, PHNG PHP

1.- I TNG NGHIN c

Hot ng marketing, chnh sch marketing ca Cng ty c phn Dc Phm

TRAPHACO
2. NI DUNG NGHIN CU

Nghin cu s vn dng cc chnh sch Marketing thng qua cc ch tiu:

Chnh sch sn phm
Chnh sch gi
Chnh sch phn phi
Chnh sch xc tin v h tr kinh doanh
3. PHNG PHP NGHIN CU

Qu trnh nghin cu marketing c tin hnh qua cc bc sau:

Tin hnh thu thp s liu v hot ng kinh doanh t cng ty

p dng mt s phng php phn tch thng dng thng dng nh:
Phng php so snh, nhn qu
Phng php phn tch lgic
Phng php biu din bng biu
- Phn tch cc s liu nh gi hiu qu trong kinh doanh v lnh vc
marketing

24

PHN r a : KT QU NGHIN CU V BN LUN

1- LCH S PHT TRIN CA CNG TY

Cng ty C phn dc - Thit b y t- B Giao thng vn ti TRAPHACO

c hnh thnh trong xu th c phn ha cc DNNN, chuyn i t cng ty dc v
Thit b vt t y t TRAPHACO. Tin thn ca cng ty l Xng sn xut thuc
ng st, c thnh lp nm 1972 vi nhim v sn xut thuc cho cn b nhn
vin ngnh ng st theo hnh thc t sn, t tiu.
Thng 6- 1993 chuyn i thnh X nghip sn xut thuc ng st, t hch
ton kinh doanh trong lnh vc kinh doanh sn xut cung ng thuc.
Thng 5-1994 i tn thnh Cng ty dc v Thit b y t- B Giao thng vn
ti, chc nng bao gm c sn xut v mua bn dc phm, vt t, thit b y t.
Thng 10-1999 c c phn ha thnh Cng ty c phn dc v thit b vt t
y t B Giao thng vn ti, theo ch trng ci cch i mi nng cao sn xut
kinh doanh ca chnh ph.
Thng 7-2001 i tn thnh cng ty c phn TRAPHACO vi mc ch kinh
doanh chnh:
- Sn xut kinh doanh dc phm, ha cht, vt t v thit b y t.
- Pha ch thuc theo n.
- Thu mua, nui trng, ch bin dc liu.
- Sn xut, bun bn m phm.
- T vn sn xut, dch v khoa hc k thut, chuyn giao cng ngh trong
lnh vc dc.
- Kinh doanh xut nhp khu thuc.
T khi thnh lp n nay, nht l sau khi thc hin c phn ha thng 10-1999,
cng ty c nhng bc pht trin mnh m. Ngoi vic sn xut thuc chm sc
sc khe cho cn b cng nhn vin ngnh giao thng vn ti, cng ty cn sn xut
cung ng thuc chm sc sc khe cho nhn dn trong ton quc. Hin nay cng ty
c mt danh mc thuc kh phong ph vi nhiu dng thuc v cng dng khc
nhau, bn cnh cc thuc c ngun gc lu i cng ty cn sn xut nhng thuc
mang tnh thi v. Mt s sn phm ca cng ty nh Hot huyt dng no, Sng

25

mt, H th , Artemether... vn ra th trng nc ngoi : Chu u ( B, Php,

cc nc SNG), Chu Phi(Angola, Nam Phi,).
Cng ty c phn Dc- Thit b y t TRAPHACO c tr s ti 75 Yn ninh Ba
nh H ni vi s lng cn b cng nhn vin l 400 ngi. T l cn b c trnh
i hc, trn i hc cao chim 1/3, trong trn 100 dc s i hc. C phng
nghin cu v pht trin vi 25 dc s i hc, thc s. i ng cn b ca cng ty
hng nm c o to mi v o to li vi ngn sch o to 300 triu n 700
triu mi nm. Hp tc cht ch, tp hp lc lng khoa hc t cc Vin, cc
trng i hc to ra sc mnh mi cho doanh nghip.
Trong qu trnh tn ti v pht trin cng ty c phn Dc-Thit b y tTRAPHACO cng gp khng t kh khn nhng bng s n lc, khng ngng
pht trin cng ty dn khng nh c v tr ca minh trn th trng.
2- T CHC HOT NG MARKETING
TRONG DOANH
/
NGHIP.
M hnh t chc mang c th ca mt doanh nghip c phn: ng u l
i hi ng c ng c thm quyn cao nht quyt nh mi vn quan trng
lin quan n s tn ti v pht trin ca cng ty. i hi ng c ng bu ra Hi
ng qun tr thay mt cc c ng thc hin cc chc nng ca ch s hu i vi
cng ty, ng thi bu ra Ban kim sot thanh tra, kim tra mi hot ng sn
xut kinh doanh ca cng ty. Hi ng qun tr trong ng u l Ch tch hi
ng qun tr bu ra Ban gim c iu hnh hot ng hng ngy ca cng ty. Ban
gim c iu hnh chu trch nhim ch o trc tip thng qua cc phng chc
nng, cc qun c phn xng.
Traphaco l mt cng ty mi pht trin nn cha c b phn Marketing hot
ng c lp m cn lng ghp vo cc phng khc nh phng nghin cu v pht
trin (nghin cu sn phm mi, nghin cu th trng, nghin cu mu m bao b),
phng kinh doanh (m bo sn xut kinh doanh, tiu th sn phm, tip th, qung
co).

26

H c ng
HQT

BKS

BG iu hnh

Khi sx

Phn xng
thc nghim
Phn xng
thuc dng
ngoi

Khi phc v sx

Phn xng
s ch
Phn xng
vin nn
h>

Khi vn phng

Phng k
thut

Phng t vn

Phng m
bo cht
lng

Phng kinh
doanh

Phn xng
thuc ung

->

Phn xng
thuc bt

Phng
nghin cu

Phng ti
chnh k ton

Phn xng
c in

Phn xng
vin hon

Phng kim
tra cht
lng

T th trng

L-

----------------- : Quan h trc tuyn

: Quan h kim sot
--------------- -

: Quan h chc nng

Hnh 3.1: S t chc ca TRAPHACO

T s trn ta thy, c cu t chc ca cng ty theo dng trc tuyn - chc
nng l mt kiu c cu kt hp ca c cu trc tuyn v c cu chc nng. Theo
kiu c cu ny, ngi th trng c s gip sc ca cc phng chc nng, cc
chuyn gia, cc hi ng t vn trong vic suy ngh, nghin cu, bn bc tm nhng

27

gii php ti u cho nhng vn phc tp. Tuy nhin quyn quyt nh vn thuc
v th trng. Nhng quyt nh qun l do cc phng chc nng xut khi c
th trng thng qua, bin thnh mnh lnh c truyn t t trn xung di theo
tuyn quy nh. Cc phng chc nng c trch nhim tham mu cho ton b h
thng trc tuyn, nhng cc phng chc nng khng c quyn ra lnh cho cc phn
xng, cc b phn sn xut. Kiu t chc ny va pht huy nng lc chuyn mn
ca cc b phn chc nng, va m bo quyn ch huy ca h thng trc tuyn.
3- P DNG CC CHNH SCH MARKETING.
3.1. p dng chnh sch sn phm.

Chnh sch sn phm ng mt vai tr quan trng trong cc chnh sch ca

marketing. Chnh sch sn phm hp l s to c u th cng nh s khc bit vi
cc cng ty khc. xy dng v pht trin danh mc sn phm, cng ty thng cn
c vo cc yu t: M hnh bnh tt, khch hng mc tiu; ngi gi v tr em; cc
sn phm hin c trn th trng; cc quy ch hin hnh v dc phm; vai tr ca
cng ty trong cung ng v phn phi thuc; kh nng kinh doanh ca cng ty (nhn
lc, ti chnh...).
hon thnh tt nhim v cung ng thuc cho ngnh giao thng vn ti v
nhn dn trong ton quc, cng ty thc hin chin lc a dng ha sn phm. Nhn
chung sn phm ca cng ty gm ba nhm chnh: Nhm thnh phm, nhm sn
phm nguyn liu lm thuc, nhm y c
-

Nhm thnh phm: Bao gm hai nhm chnh l nhm thnh phm tn dc v

nhm thnh phm ng dc sn xut ti cng ty:

+ Nhm thnh phm tn dc: Ch yu cng ty kinh doanh nhng sn phm t
sn xut, ng thi lm phong ph thm danh mc sn phm cng ty cn tham
gia kinh doanh mt s mt hng nhp khu ca cc hng nc ngoi.
+ Nhm thnh phm ng dc: y l nhm thnh phm chim t trng ln
ca cng ty. Cng ty ch ng a ra mt s chin lc u t ngun dc liu u
vo n nh v cht lng. i vi ngun dc liu t nhin, cng ty ch ng
khoanh vng dc liu khi c hng u t mt mt khai thc, bo tn v pht
trin bng cch khuyn khch u t hng dn cho nng dn trng trt, ,bo tn

28

cy thuc v thu mua c k hoch, cung cp cy trng ngay sau khi thu hoch. Mt
khc t chc lin doanh vi cng ty x nghip dc Cao bng, Bnh lc, Lo c a i...
ch bin ti ch nhm thu c dc liu c cht lng c tiu chun ha,
gim chi ph vn chuyn, p ng kp thi trong thi v thu hi cy thuc.
Vi cch lm nh vy, cng ty ch ng trong thu mua v ch bin ti ch,
bo tn cc cy thuc trong nhn dn, trng trt cc dc liu him, to c ngun
dc liu n nh c v s lng v cht lng, tiu chun ha v kim sot u vo
ngun dc liu, gim chi ph, n nh cht lng.
Ngoi ra cng ty cn phi hp vi cc c quan qun l, chuyn mn v bo
ch t chc cc bui hi tho, hi ngh to m v dc liu, dc liu sch, cc sn
phm t dc liu nhm a vn ra cng bn bc, tm cc gii php thch hp
nh: hi ngh Pht trin dc liu phc v s nghip chm sc sc khe nhn dn
v gp phn xa i gim ngho cho ng bo cc tnh min ni pha bc ti Sapa
thng 1/2002; hi tho quc t v mng li hot ng nghin cu, s dng, bo tn
v pht trin bn vng cy thuc Vit nam, Lo ti Ba v thng 3/2002; ta m
Hy cho dc liu mt c hi ti H ni thng 6/2002, cc hi tho v Ampelop,
Cadep...
Vi chin lc pht trin ngun dc liu nh vy, hin nay ngun dc liu
ca cng ty khng ch p ng cho sn xut trong cng ty m cn cung cp ngun
nguyn liu cho mt s cng ty khc trong vic sn xut cc thuc c ngun gc
ng dc.

Mt s chin lc trong chnh sch sn phm.

3.1.1- Chin lc pht trin danh mc sn phm.

Do c th ca cng ty l cung ng thuc cho ngnh giao thng vn ti v

nhn dn trong ton quc, mi vng c mt m hnh bnh tt khc nhau, nhu cu s
dng thuc cng khc nhau, cng ty c chin lc a dng ha danh mc sn phm.
Nhn chung sn phm ca cng ty bao gm cc nhm chnh sau:

29

Bng 3.2: Dng s dng khc nhau ca cng mt bit dc H th .

STT

Dng bo ch

Gi (VND)

Cm, hp 10 gi X 3g

9.000

Vin bao ng, hp 5 v X 20 vin

18.000

Cm, hp 1 l X lOOg

19.000

Vin bao film, hp 5 v X 20 vin

36.000

Bng 3.3: Cc dng s dng khc nhau ca cng mt hot cht

Ketoconazol.
STT

Dng bo ch

Gi(VND)

Vin nn, hp 1 v X 10 vin

16.000

Cream, tube 10g

3.500

Nhn xt: Cng mt hot cht, mt bit dc cng ty c th c nhiu dng

bo ch khc nhau, iu ny rt ph hp vi i tng phc v ca cng ty tri rng
trong ton quc, mi khu vc, mi khu dn c c m hnh bnh tt khc nhau, nhu
cu s dng thuc cho cc la tui cng khc nhau v mc thu nhp khc nhau.
Chin lc ny gip cho cng ty p ng c nhu cu thuc cho cc i tng
khc nhau, vi kh nng chi tr khc nhau v ngy cng p ng thuc chm sc
sc khe nhn dn.
3.1.3- Nghin cu bo ch sn phm c s khc bit v ni tri.

Mt sn phm mi mun thu ht c ngi tiu dng th chng cn phi c

c nhng c tnh u vit so vi cc sn phm c trn th trng. Cng ty
vn dng chnh sch ny khi nghin cu a ra th trng nhng sn phm mi, th
hin:
- Cc sn phm mang tn ch mu ca nhiu c s sn xut c nhn dn
quen dng di cc dng bo ch cao lng, vin hon cng, vin hon mm. Dng
bo ch mi m cng ty a ra th trng l vin nang, dng bo ch ny c u im
l d s dng v bo qun nn ngy cng c ngi tiu dng tn nhim.
- Sn phm Levigatus cng c cng ty p dng chnh sch ny, do kh hu
vit nam nng m, t l ngi mc bnh da liu kh cao. Trn th trng xut hin

31

nhiu sn phm ca cc hng nc ngoi v bnh da liu ch yu l cc dng kem

v m bi v nhiu bit dc t doanh s bn ln. Tuy vy, th trng thuc da liu
trong nc cn rt hn ch, cc cng ty trong nc ch yu to ra sn phm di
dng thuc vin, tim, hu nh khng ch trng vo dng thuc m v ch c mt s
t cng ty sn xut dng ny. Nm bt c tnh hnh , vo u nm 2001 cng ty
cho ra th trng sn phm Levigatus dng thuc m. tao s khc bit vi cc
sn phm khc cng ty phi hp khng sinh Cetrimid v dch chit ngh. Ngoi
tc dng chng nhim khun sn phm cn gip chng lnh so v c th trng
nhanh chng chp nhn.
3.1.4- Chin lc n theo ( nhi mu m bao b sn phm )

ng thi vi qu trnh nghin cu sn phm mi, cng ty sn xut mt s

sn phm ging vi sn phm ca mt s cng ty c uy tn trn th trng thng
qua hnh thc n theo. Qua iu tra thu c kt qu sau:
Bng 3.4: Mt s mt hng nhi ca TRAPHACO
Tn sn
phm ca
Traphaco

Mt hng nhi- Nh sn xut

Hot cht

Fenxicam

Felxicam - Ho yan Har Sdn

Bhd-Malaysia

Piroxicam

Trafedin

Nifehexal- Hexal AG- c

Nifedipin

Captopil

Captopril - Bungaria

Captopril

Trajordan

Appeton with lysineKotrapharma- Malaysia

L- lysinhydroclorid
v cc Vitamin

Bao b sn
phm

Fluocin

Flucinol - Lyka labs- N

Fluocinolon

Tn v bao b
sn phm

Hnh thc
nhi
Tn v bao b
sn phm
Bao b sn
phm
Bao b sn
phm

Nhn xt: Qua bng trn ta thy cc sn phm nhi ca cng ty ch yu l cc

thuc tn dc khng phi l th mnh ca cng ty . tng kh nng cnh tranh
cho cc sn phm ny trn th trng cng ty nh gi thp cho cc sn phm trn.
Chin lc ny t ra hiu qu, ph hp vi ngi Vit Nam do dn tr cn thp, s

qun l cha cht ch ca nh nc; Bn cnh xu hng ca ngi Vit nam li

thch snh ngoi, thch cc sn phm ni ting c qung co kh bi bn nhng
li thch gi r. Mt khc nhng sn phm ny c cng thnh phn hot cht v c
th c tn sn phm, hnh thc mu m bao b gn ging nh sn phm ang bn
chy trn th trng khi cng ty s gim c chi ph qung co, chi ph tm hiu
v nhu cu sn phm nn thng mang li li nhun cao. Tuy nhin khi cc sn
phm ny c tiu th trn th trng cng nh hng ti th phn ca cc sn
phm ca cc cng ty c uy tn do t l khuyn mi cho bc s, ngi bn hng
thng cao dn n cnh tranh khng lnh mnh trn th trng thuc. Nh vy
y cng ty p dng chin lc marketing - mix trong hot ng marketing, c
bit l chnh sch sn phm v chnh sch gi
3.1.5- Chin lc pht trin sn phm mi hng vo thuc ng dc.

Do nhng thay i mau chng th hiu ca ngi tiu dng, thay i cng
ngh, cnh tranh, cng ty khng th ch tn ti v pht trin bng nhng sn phm
hin c. Bn cnh , chnh sch thuc quc gia ca Vit Nam l tp trung nng cao
cht lng thuc y hc c truyn, ng thi quan tm n th hiu ca ngi tiu
dng c xu hng mun quay v s dng thuc c ngun gc dc liu, nn cng ty
rt ch trng vo vic nghin cu sn phm mi t dc liu v rt thnh cng.
Ngun vn u t cho nghin cu pht trin sn phm mi tng t 1% doanh thu
nm 1996 ln 5% doanh thu nm 2002. Trong 97 mt hng ca cng ty hin nay,
mt hng ng dc c 43, chim 44,3%. T l ny kh cao so vi c nc v rt
cao so vi cc doanh nghip quc doanh vn thng ch tp trung sn xut cc
thuc tn dc.
Bng 3.5: T l thuc ng dc/tng s sn phm ca Traphaco v cc cng ty
khc
Tn

Traphaco

CTDP H Ty

XNDLH Hu CTDP
Giang
Nam

Thuc ng dc

43

15

12

32

Tng s

97

155

165

135

Phn trm %

44,3

9,6

7,2

23,7

Ngun: Traphaco, CTDP H Nam, CTDP H Ty, XNDLH Hu Giang 05/ 2003)

33

 sn phm mi c uy tn v chim th phn ln trn th trng cng ty khng

ngng gia tng gi tr u vo nhm tch lu cao v cht lng sn phm. Cc sn
phm trin khai t kt qu nghin cu ca cc nh khoa hc trong, ngoi nc vi
tri thc, cng ngh mi. Ly khoa hc cng ngh cao lm nn tng, ly th trng
lm nh hng cho chin lc pht trin sn phm ni ring gp phn vo chin
lc pht trin cng ty ni chung. Vi chin lc pht trin sn phm nh vy, mt
s sn phm ca cng ty v ang chim th phn ln nh: Vin sng mt, H th
, Hot huyt dng no... . c bit mi y cng ty cho ra sn phm Cadef l mt
sn phm c tc dng h tr cho iu tr ung th, y l kt qu nghin cu ca
cng ty vi cc nh khoa hc Vit nam thuc Vin khoa hc cng ngh sinh hc,
Trung tm khoa hc t nhin v cng ngh quc gia, Bnh vin K trung ng, Vin
y hc c truyn Vit nam, Trung tm ung th H Ni, Vin kim nghim B Y t.
Bng 3.6: Mt s sn phm mi ca TRAPHACO
Nm

1999

2000

2001

Tn thuc

Hot cht

Egalic

Philatop
Sinh mt m
Hon an thn

Vitamin E, ti ti
Cao xng hn hp, cao qui bn, hong b, trn b,
tri mu, bch thc, can khng, thc a
Dch chit ph tng, Saccharose
Nhn sm, mch mn, ng v t
ng tm tho, to nhn, tho quyt minh, tm sen

ch mu

Cao kh ca ch mu, hng ph, ngi cu

Ampelop
Levigatus
Hot huyt dng
no

Cao ch dy
Cetrimid, ngh ti

Dng ct hon

Cadef
2002

Slaska
H th
Celgar

Hot cht chit t inh lng, bch qu

Nhn sm , tam tht, hoi sn, trinh n, men bia,
phn hoa, ti kh, ch t kh, da cn.
Ma hong, hnh nhn, cam tho,
thch cao, bi mu
Hot cht chit t h th
Bt ngh tinh ch

34

Qua bng trn ta thy sn phm mi ca cng ty ch yu l cc thuc c

ngun gc dc liu. Nh vy hng nghin cu sn phm mfi ch o ca cng ty
l cc thuc c ngun gc ng dc. Cng vi vic nghin cu sn phm mi,
cng ty nghin cu ng dng dng bo ch theo cng ngh mi nh dng nang
cng, nang mm, vin bao ng, bao film... Cc dng bo ch ny va n nh v
cht lng, va m bo v hiu qu trong qu trnh iu tr ng thi li ph hp
vi nhu cu v th trng quc t. Trong nm nm gn y cng ty trin khai ra
th trng trn 80 sn phm, trong s sn phm t dc liu chim 70%, chim
85% tng s doanh thu trung bnh hng nm.
3.1.6- Chin lc pht trin sn phm mang tnh thi v (theo t, theo
ma)

Trong chin lc pht trin sn phm mi ngoi cc sn phm truyn thng(

sn phm lu di) cng ty xc nh c cc sn phm thi v (sn phm theo
t, ma), cc sn phm ny ngoi vic p ng vo chin lc a dng ho sn
phm lm tng s lng sn phm ca cng ty, cn mang li mt phn li nhun
ng k v y l nhng sn phm c sn xut khi th trng c nhu cu do vy
m mc tiu th thng ln.
Bng 3.7: Mt s mt hng mang tnh thi v ca cng ty
TT

Tn thuc

Dng bo ch

Sunpharin

L 8 ml

Nostravin

L 8 ml

Xylometazolin hydroclorid

Trapha

Hp 1 l 30g thuc

Kali nhm sulfat khan, Km oxyd, ng

Hot cht

Supharin

bt
4

Benzosali

Tube lOg

sulfat

Acid Benzoic, Acid Salicylic

3.1.7- Chin lc xy dng v qung b thng hiu

Quyn s hu tn thng mi, nhn hiu hng ho l mt vn rt quan trng

trong marketing v marketing dc. Nhn hiu hng ho ni ting s lm hng ho
bn c nhiu hn v hnh nh nhn hiu uy tn trong tm tr khch hng l mt ti
sn v gi. Nhn thc c tm quan trng , cng ty ch trng xy dng, ng
k bo h quyn s hu tn thng mi v kiu dng cng nghip vi cc sng ch.

35

Sau mt thi gian cng phu xy dng, ng k bo h quc gia, quc t, qung b
bn b thng qua sn phm v dch v ca mnh thng hiu Traphaco c tn
nhim, ni ting l thng hiu ca cc sn phm t dc liu Vit Nam. Hin
Traphaco s hu c quyn 9 bng sng ch, gii php hu ch, kiu dng cng
ngh, 57 nhn hiu hng ho thuc t dc liu. Nh vy Traphaco l mt trong
nhng cng ty thnh cng trong vic xy dng v qung b thng hiu ca
mnh, c bit l cc thuc c ngun gc dc liu. Mt s cng ty trong nc cng
v ang rt ch trng trong vic ng k bo h quyn s hu nh cng ty H
Nam , hin ti cng ty c giy chng nhn 25 sn phm v 6 kiu dng cng
nghip.
3.2- Vic ng dng chnh sch gi.

Bt k mt sn phm no khi tung ra th trng, cng ty phi la chn mt

mc gi cho ph hp vi sn phm . Do th trng lun bin ng nn la
chn mt mc gi ph hp buc cng ty phi tnh ton rt k v linh hot cho tng
sn phm, cng ty thng t ra cc mc tiu sau cho vic nh gi:
Mc tiu li nhun.
t c th phn ln.
Ph hp vi gi ca th trng.
t c mc tiu cng ty tin hnh nh gi da vo gi thnh sn
phm.
Cng thc nh gi:
Gi bn = Chi ph + Li nhun mc tiu
y l bc u tin lm c s cho vic tnh gi. Ngoi ra cng ty cn cn
c vo cc yu t khc nh:
Gi bn ca i th cnh tranh.
Theo khch hng mc tiu.
Thi gian cho qu trnh nghin cu sn phm .

36

Cc chin lc trong chnh sch gi.

3.2.1- Chin lc mt gi.

Phn ln cc sn phm ca cng ty khi tung vo th trng c cng ty nh

mt mc gi c bn i vi tt c cc khch hng ca cng ty. Chin lc ny cho
php cng ty c th duy tr uy tn vi khch hng v nh ga, qun l gi d dng.
Tuy nhin tu thuc vo tng thi im khc nhau v s lng mua m cng ty c
thm cc chin lc gi khuyn mi, bt gi nhm h tr cho vic tiu th sn
phm.
- Sn phm Hot huyt dng no: Vin bao ng 1 v 20 vin t khi a vo
th trng nm 2000 c cng ty p dng ga khng thay i lO.OOO.
- Sn phm H th dng cm Hp 10 gi 3 mg c cng ty p dng gi
khng i l 9.000 t khi tung sn phm vo th trng nm 1999.
Qua mt s VD trn ta thy sn phm ca cng ty sn xut c gi tng i n
nh qua cc nm. Vic gi gi tng i n nh l v cng ty to ra c mt
hnh nh v sn c uy tn v n nh v cht lng. Chin lc ny to nn mt
hnh nh tt v cng ty, th hin s n nh v bn vng ca cng ty ng thi to
c nim tin cho khch hng v sn phm ca cng ty.
3.2.2- Chin lc ch ng tng gi:

Tuy nhin do s cnh tranh, th trng lun bin ng qua tng thi im khc
nhau, mt s sn phm ca cng ty c iu chnh gi cho ph hp trong tng
thi im khc nhau. S sn phm p dng chin lc ny chim t trng rt t, qua
iu tra thu c mt s kt qa sau:
- Egalic khi mi tung vo th trng cui nm 1999 cng ty p dng gi bn l
7500 ng/ l 60 vin, n nm 2001 do nhu cu tng, ng thi tng thm li
nhun cng ty tng gi ln 10.000 ng / l .
- Philatop khi mi a sn phm vo th trng nm 1999, thu ht khch
hng, xm nhp vo th trng mc tiu cng ty nh mc gi bn ban u l
5.000 ng/hp. n nm 2001 tng li nhun cng ty p dng mc gi bn l
6.800 ng/ hp.

37

Vinpocetin l mt thuc tc ng trn tun hon no, khi mi tung vo th

trng nm 1999 c cng ty p dng mc gi bn l 9.000 ng/ hp th n nm

2001 nhu cu th trng tng v b li chi ph cng nh tng thm li nhun
v sn phm, cng ty tng gi bn ln l 14.500 ng / hp .
Nh vy, khi nhu cu v sn phm trn th trng tng ng thi b p li
chi ph cho qu trnh to ra sn phm, cng nh nhm tng thm li nhun cng ty
ch ng tng gi sn phm ln so vi gi ban u. Ngoi vic lm thch ng sn
phm vo cc thi im khc nhau th chin lc ny cn mang li mt phn li
nhun ng k cho cng ty.
3.2.3- Chin lc ch ng gim gi.

Cng ty p dng chin lc ny cho mt s sn phm trong tng tnh hung

c th trn th trng:
- Piracetam l sn phm tn dc khi a sn phm vo th trng u nm 2000
c nh mc gi bn l 20.000/ hp X 6 v. Sau mt thi gian trn th trng xut
hin nhiu sn phm cnh tranh ca cc cng ty trong nc, tng doanh s bn ra
v nhm gi th trng chim lnh nn vo u nm 2002 c cng ty bn vi
gi 12.500 ng/ hp X 6 v.

- Fluocin l mt sn phm nhi ca cng ty khi a vo th trng nm 1999

c nh mc gi bn l 1.650 ng/ tube v n nm 2001 do s cnh tranh ca
cc sn phm khc cng loi nn cng ty ch ng gim gi xung cn 1.450
ng /tube.
Qua mt s VD trn ta thy cng ty p dng chin lc thay i gi cho
mt s sn phm, tu theo s bin ng ca th trng m cng ty tng hay gim
gi. Tuy nhin s thay i gi khng ng k v khong thay i gi gia hai ln l
rt di thm d phn ng ca th trng, thi gian khch hng chp
nhn gi mi, nn t nh hng n doanh s bn v uy tn ca cng ty.
3.2.4- Chin lc nh gi cao cho sn phm c bit

Mc tiu kinh doanh ca cc cng ty dc phm l li nhun. Cc sn phm

c nhng u im ni bt so vi cc sn phm cnh tranh thng c nh gi cao
hn t c li nhun ti a.
TRAPHACO l mt trong nhng cng ty thnh cng trong vic p dng
chin lc ny. Cng ty p dng chin lc ny cho sn phm Thp ton i b

38

Bng 3.8: So snh g bn ca sn phm thp ton i b

Tn sn
phm

Dng bo ch

Thp ton
i b
Hon thp
ton i b
Hon thp
ton i b
Hon thp
ton i b
Hon thp
ton i b

Hon mm,
hp X 10 vin
Hon mm,
hp X 10 vin
Hon mm,
hp X 10 vin
Hon mm,
hp X 10 vin
Hon mm,
hp X 10 vin

Nh sn xut

Gi(VND)

Nm tung
ra th
trng

Traphaco

18.000

98

H ty

11.500

99

Nam H

10.000

96

12.000

2001

11.500

2000

X nghip dc
phm H Ni
X nghip dc
phm TW 3

Nhn xt: Ta thy gi sn phm Thp ton i b ca cng ty c mc gi bn

cao hn gi sn phm ca cc cng ty khc trong nc. Cng ty p dng gi cao cho
sn phm ny l do khi tung sn phm vo th trng nm 1998 th sn phm ca
cng ty hu nh khng c s cnh tranh ca cc sn phm khc. ng thi sn
phm ca cng ty c u im l c tin hnh th nghim lm sng ti cc bnh
vin v c bc s nh gi cao, ngi tiu dng ngy cng tn nhim. n nay
trn th trng xut hin nhiu sn phm cnh tranh nhng sn phm ca cng ty
vn c tiu th mnh vi gi tng i cao.
Cng ty cng p dng chin c ny cho sn phm vin ngm Nhn sm tam
tht vi mc gi l 30.000 ng/ hp 10 v X 15 vin trong khi cc sn phm cng
dng ca cc cng ty trong nc gi ch 29.000 ng/ hp 10 v X 20 vin.
Nh vy cng ty kt hp gia chnh sch sn phm v chnh sch gi, cng
ty thng nghin cu th trng, kt hp nhiu tri thc mi v cng ngh tin tin
nhm to ra cc sn phm mi, c cht lng tt, c dng bo ch ph hp v sau
nh gi cao cho cc sn phm thu c li nhun ti a trong kinh doanh.
ng thi chin lc ny nh hng ln n tm l ngi Vit nam: Gi c lun i
km vi cht lng- gi cao tc l sn phm c cht lng tt hn. Chnh v vy mc

39

d c nh gi cao nhng sn phm ca cng ty vn c tiu th mnh. Ngoi ra

chin lc ny l mt ngun em li li nhun cao cho cng ty.
3.3- Vic ng dng chnh sch phn phi sn phm.

tng doanh thu, pht trin th phn, cng ty xy dng mt h thng phn
phi rng khp trong ton quc, vi i ng trnh dc vin, nhn vin bn hng
nhit tnh, tn trng khch hng v lun tn trng quyn li ca ngi tiu dng.
Nhm p ng phn phi rng khp trong ton quc, ngay t u cng ty p
dng, phi hp nhiu knh phn phi: Knh phn phi gin tip thng qua cc phn
t trung gian l cc cng ty dc cc tnh lm i l chim th phn ln. Do sn
phm ca cng ty ch yu l nhng thuc thng thng nn cng ty p dng chin
lc phn phi mnh thng qua cc trung gian l hon ton hp l.

Hnh3.2: S phn phi sn phm ca TRAPHACO ti cc tnh

40

 phn phi sn phm ti khch hng v ngi tiu dng cc tnh cng ty
s dng phn t trung gian l cng ty dc tnh. Sn phm ca cng ty c phn
phi ti cng ty dc phm tnh, sau mi n cc khch hng trung gian nh nh
thuc, cng ty thng nghip hng ho, bnh vin, trung tm y t trong khu vc ca
tnh, ri t y sn phm ca cng ty mi ti tay ngi tiu dng. Thng qua hnh
thc phn phi ny cng ty c c li th so vi cc cng ty khc l s gip ca
cng ty dc phm tnh v nhn lc, ti chnh trong vic phn phi sn phm ca
mnh. Mt khc thng qua trung gian cng ty cn nhn c s tr gip trong vic
tm hiu v a l cng nh nhu cu ca th trng t c cc chin lc hp l
trong phn phi sn phm
Bn cnh cng ty cn phi hp cc knh phn phi ngn trc tip bng hnh
thc trin khai nhiu ca hng bn bun, bn l tip cn trc tip vi i tng
khch hng v y c doanh s bn ra ngy mt tng.

Hnh 3.3: S phn phi ca Traphaco ti khu vc H ni

41

Hin nay ti khu vc H ni Cng ty trin khai 9 a im bn bun v bn

l ln nhm bn, gii thiu trc tip vi khch hng n mua bun v gii thiu trc
tip n ngt tiu dng i vi quy bn l.
Bng 3.8: Phn tch doanh s bn ca TRAPHACO qua cc nm 19982002

n v: Triu ng
1998
S'

1999
%

tin

2000
S

tin

tin

2002

2001
S
tin

S tin

102700

95,1

Cty,
XN dc,

37500

87,2

41800 92,9 53600 92,4 75600 94,5

BV, NT

5500

12,8

3200

7,1

4400

7,6

4400

5,5

5300

4,9

TS

43000

100

45000

100

58000

100

80000

100

108000

100

cty TNHH

SSG

100%

105%

135%

N T : Nh thuc

186%

251%

SSG : So snh nh gc
BV : Bnh vin

X N : X nghip
Doanh
s bn

120000
100000^

80000^
6000^
40000^r
2000

1998

1999

2000

2001

2002 Nm

Hnh 3.4: Biu doanh s bn ca Traphaco t nm 1998-2002

42

Nhn xt: Ta thy r s pht trin thnh phn bn bun ca Traphaco ngy
cng tng c gi tr tuyt i v tng i. So vi nm 1998 thnh phn bn bun
chim 88,4% n nm 2002 chim ti 95,4%. Trong khi t trng bn l gim kh
nhanh v gi tr tng i t 11,6% nm 1998 gim xung cn 4,6% nm 2002,
trong khi gi tr tuyt i hu nh khng thay i.

100%! 1
80%

bn l

60%
40%
20%

bn bun

0%
1998 1999 2000 2001 2002

Nm

Hnh 3.5: T trng bn bun, bn l ca cng ty qua 5 nm t 1998- 2002.

Nhn xt:Bn bun tng l kt qu ca vic m rng mng li bn ra: Cng
ty m thm chi nhnh, i l cc tnh thnh trong c nc nhm cung ng thuc
cho cc x nghip, cng ty dc cc tnh, cng ty TNHH. Cng ty ch trng bn
bun chim lnh th trng, va thu hi vn nhanh v kh nng sinh li cao.
phn phi tt sn phm trong ton quc cng ty v ang trin khai cc
chi nhnh, i l v cc b phn ny cung ng thuc cho cng ty dc cc tnh,
cng ty thng nghip hng ho, x nghip v y c doanh s bn ra ngy
mt tng.
Chi nhnh thnh ph H Ch Minh c thnh lp vo thng 6 nm 2002, t
ti 108/ 14/ 28 - ng 3/2 -P.14 - Q.10 nhm cung ng thuc cho cc tnh pha
nam v thnh ph H Ch Minh.

43

3.4- Vic ng dng chnh sch xc tin v h tr kinh doanh

Cng vi chnh sch sn phm, chnh sch ga, chnh sch phn phi, chnh
sch xc tin v h tr kinh doanh ng mt vai tr quan trng trong hot ng
marketing ca cng ty. thc hin tt chnh sch ny hng nm cng ty lp ra
ngn sch chi cho cc phng tin trong h thng truyn thng Marketing. Hin nay
cng ty chi cho vic tip th chim ti 5-7% tng doanh thu, tuy nhin tu vo tng
sn phm m cng ty s dng cc cng c cho ph hp.

Cc phng tin dng trong chnh sch xc tin v h tr kinh

doanh
3.4.1- Qung co

Thuc l mt loi hng ha c bit nh hng ti sc kho v tnh mng ca

ngi bnh. Mi thng tin qung co thuc qung co thuc phi c s cho php
ca B Y t, m bo tnh chnh xc, khch quan, trung thc. ng thi ty tng
loi thuc m cng ty c cc hnh thc qung co cho ph hp, cng ty s dng
cc hnh thc qung co sau:
* Qung co trn truyn hnh, i pht thanh, bo sc khe, bo ngi lao
ng, trng by sn phm ti hi ch hng cht lng cao. Do c th sn phm
ca cng ty ch yu l cc thuc thng thng s dng khng cn k n nn hnh
thc qung co ny thng rt c cng ty p dng. Thng qua hnh thc qung
co ny cc thng tin v sn phm nh tc dng ca thuc, tnh tin li khi s dng
thuc v cc thng tin lin quan n thuc s n c ngi tiu dng trong ton
quc.
Nhiu sn phm c qung co bng hnh thc ny nh: Hot huyt dng
no, H th , Nhn sm tam tht...
* Vi mt s thuc chuyn khoa th cng ty s dng hnh thc qung co trn
cc tp ch chuyn ngnh nh: tp ch Dc hoc, Thuc v sc kho, Thi s y dc
hc. Cc tp ch ny rt c cc bc s quan tm tm c, t bc s lun nhn
c cc thng tin v sn phm, t h nhn thy c u im v sn phm v
thc y vic tiu th sn phm. Bn cnh qung co bng hnh thc ny t ra
hiu qu v cc bc s khng thy c mc ch kinh doanh trong .

44

* Mt hnh thc qung co khc cng c cng ty p dng l: Vic in t ri,

ni dung ca t ri c y cc thng tin v sn phm nh: Tn thuc, thnh phn,
hm lng, tc dng dc l, tc dng khng mong mun... . Cc t ri c cc
trnh dc vin ca cng ty gi ti cc bc s, dc s, cc ca hng thuc, nh thuc
khch hng c c cc thng tin v sn phm, nht l cc sn phm mi.
* Qung co sn phm trn cc vt phm nh: Ti ng, bt, lch bn, lich
cng tc, cp sch, m.... Hnh thc qung co ny khng gip khch hng c
cc thng tin v thuc nhng khch hng lun nh v sn phm v l nhng vt
phm gn gi, quen thuc.
3.4.2- Tuyn truyn

Tuyn truyn ng mt vai tr quan trng trong hot ng marketing, n gip

cho vic a sn phm mi ra th trng v nh v li sn phm hin c. Qua tuyn
truyn thng tin v sn phm n vi khch hng mt cch t nhin v khch hang
khng nhn thy c mc ch kinh doanh trong . Cng ty c nhng hnh thc
tuyn truyn sau:
* Ti tr cho cc hi tho, hi ngh khoa hc: Qua y cng ty qung co sn
phm di gc khoa hc, tham gia trng by sn phm mi, tuyn truyn thng
tin v sn phm ti hi ngh...Vi cc hi tho, hi ngh th chi ph thng rt tn
km , nn cng ty chn hnh thc l trng by sn phm tn km hn v ng
thi cng vi cc cng ty khc tham gia trng by sn phm ti hi ngh, hi tho.
Traphaco cng vi cc cng ty khc nh Cng ty Dc phm H Ty, Cng ty
Dc phm H Nam, X nghip Dc T I, X nghip Dc phm trung ng II
tham gia trng by sn phm ti hi ngh Dc ng dng c t chc vo nm
2002 ti H ni.
* T chc ni chuyn nhn ngy l nh ngy quc t thiu nhi 1/6 ti cc vn
tr mu gio, tham gia cu lc b ngi cao tui theo nh k. Ti y ngi c
chuyn mn ca cng ty tham gia t vn v sc khe, tuyn truyn v nhng li ch
khi s dng sn phm nhm thc y vic tiu th sn phm t pha khch hng.

45

* T chc hi ngh khch hng vo dp cui nm nhm tuyn truyn, khuych

trng v sn phm cng ty vi khch hng, to ra c mi quan h tt v li n
tng tt trong lng khch hng.
3.4.3- Kch thch tiu th

Kch thch tiu th l mt cng c h tr c lc cho hot ng xc tin v h

tr kinh doanh. t hiu qu cao cng ty nghin cu rt k v linh hot tng sn
phm, kt hp cht ch vi qung co. Do c th sn phm ca cng ty ch yu l
nhng thuc s dng khng cn n ca bc s, nn ngoi vic p dng cc hnh
thc nh khuyn mi trn gi bn, tng vt phm cho cc khch hng trung gian l
cc nh thuc, hiu thuc; cng ty cn tng qu cho ngi tiu dng khi mua sn
phm ca cng ty.

Cc hnh thc kch thch tiu th c cng ty p dng:

* Hnh thc khuyn mi theo s lng mua: Hnh thc ny c cng ty p
dng trong tng thi im khc nhau vi tng sn phm khc nhau, thng l cho
cc sn phm mi hay cc sn phm tn ng nhm kch thch vic bn sn phm ra
th trng.
Bng 3.9: Hnh thc khuyn mi ca cng ty
STT

S tin mua (VND)

Hnh thc khuyn mai

Tr gi( VND)

100.000-200.000

01 hp sinh mt m

17.000

200.000- 500.000

01 hp sinh mt m +
01 hp egarlic + 01 hp
omeprazon

27.000

02 hp sinh mt m

34.000

2
3

> 500.000

Nhn xt: Ta thy qua hnh thc ny ngoi vic khuyn mi kch thch vic
bn cc sn phm hin c cng ty cn qung co cho cc sn phm mi. Khi hai sn
phm Sinh mt m v Egarlic bt u a ra th trng, cng ty khng mun tng
chi ph cho qung co nn qung co sn phm gin tip thng qua hnh thc
ny.

46

Hnh thc khuyn mi trn gi bn: Tu theo doanh s mua ca khch hng

m cng ty c cc mc chit gi khc nhau.

Bng 3.10: Hnh thc chit gi ca cng t
STT

S tin mua ( VND)

Mc chit gi

5.000.000 - 10.000.000

3%

> 10.000.000

5%

Nhn xt: Cng ty thng qua vic chit gi cho cc nh thuc t nhn, nh bn
bun theo doanh s mua hng kch thch vic bn hng c nhiu hn. Mc
chit gi t 3-5% c tc ng y mnh bn hng, hn na mc chit gi ny khng
qu cao nn trnh c vic khch hng ca cng ty gim gi y mnh tiu th
hng ha nhm thu li nhun t mc chit gi ca cng ty, nh trnh c nguy
c gi khng n nh nh hng ti uy tn ca cng ty.
Cng ty cn tin hnh tng vt phm cho khch hng vo cc dp khuyn

mi c bit khi mua sn phm ca cng ty. Tu theo s lng mua m cng ty tng
cc vt phm c gi tr khc nhau.
Bng 3.11: Hnh thc khuyn mi cho sn phm mi Slaska
p dng t 05/ 01/ 2003 - 20/ 01/ 2003

STT

S lng mua
( n v l)

Hnh thc khuyn mi

06

01 b a hoa qu i loan

12

01 b cc v gt tn thu tinh TQ

48

01 cho chng dnh happycook

96

01 b bt n cm v t canh s lin
doanh cao cp

Ngoi ra cng ty cn c cc hnh thc khuyn khch khc nh: Khch hng

mua 05 hp Cotra lOmg th c tng 02 hp Cotra 5mg. Bng hnh thc ny ngoi
vic y mnh tiu th sn phm Cotra lOmg l sn phm mi cng ty cn kch
thch tiu th sn phm Cotra 5mg l sn phm ra trc. i khi khuyn khch

47

ngi tiu dng cng ty tin hnh tng qu cho ngi tiu dng khi mua sn phm
ca cng ty VD: khi ngi tiu dng mua hng tr gi 25.000 c tng mt 01 l
du gan c v mt phiu bc thm trng thng.
3.4.4- Bn hng trc tip thng qua trnh dc vin.

Hin nay cng ty c i ng trnh dc vin kh hng hu, ngoi hai thnh
ph ln l H ni v thnh ph H ch Minh th trnh dc vin ca cng ty c
mt trn 30 tnh thnh trong c nc. Trnh dc vin ca cng ty l ngi trc tip
tip xc vi bc s, dc s, nh thuc t nhn... gii thiu sn phm, truyn t
nhng thng tin v sn phm cho h nhm thc y tiu th sn phm ca cng ty,
ng thi TDV c nhim v thu thp cc thng tin v th trng, cc kin phn hi
t khch hng ri t sau bo co v cng ty. thng qua cng ty c nhng
chin lc marketing cho ph hp nhm t hiu qu trong kinh doanh.
Trnh dc vin c cng ty phn cng qun l theo tng khu vc v trnh
dc vin ph trch tt c cc mt hng ca cng ty ti khu vc . Chin lc ny
gip cho trnh dc vin d t c doanh s cao do ph trch nhiu sn phm
cng mt lc v ng thi gip cho cng ty tit kim c chi ph nhn s, nhng
mt hn ch ca hnh thc ny l trnh dc vin khng u t chuyn su vo tng
nhm sn phm v dn n kh khn cho cng ty trong vic qun l v doanh s
bn cng nh th trng i vi tng nhm sn phm. Tuy nhin vic bn hng trc
tip thng qua trnh dc vin ca cng ty thnh ph v cc tnh c s khc nhau,
thnh ph H ni v H ch Minh trnh dc vin ly hng trc tip t cng ty v
chi nhnh sau giao hng cho cc khch hng ca mnh, bng hnh thc ny cng
ty qun l v gim st trc tip trnh dc vin ca mnh. Cn cc tnh th trnh
dc vin phi ly hng thng qua trung gian phn phi ca cng ty l cc cng ty
dc phm tnh, cc i l t ti tnh . Thng qua hnh thc ny cng ty c s
tr gip ca cc cng ty dc tnh trong vic tiu th sn phm cng nh to c
li th so vi cc i th cnh tranh.
Hin nay ch yu cng ty qun l trnh dc vin thng qua doanh s hng
thng, mi thng trnh dc vin phi t mt mc doanh s c giao th c
cng ty tr vi mt mc lng nht nh, khi trnh dc vin vt trn doanh s

48

c giao th c thng phn trm ca doanh s vt . Hnh thc ny c u

im l kch thch c nng lc lm vic ca mi trnh dc vin. Tuy nhin nhiu
khi do sc p kh ln ca doanh s , chy theo mc thng kh cao ca cng ty.
Chnh v vy m trnh dc vin sng to ra nhiu cch nh: dng li ch vt cht
tc ng vo bc s, nh thuc t nhn thc y h trong vic tiu th sn phm
t c doanh s v t thng ca cng ty v trnh dc vin ly phn c
thng ca cng ty b p li chi ph trn. Nhng hnh thc ny u b cng ty
nghim cm , nhng trn thc t iu ny vn tn ti. Chnh iu ny to nn nhng
biu hin "Marketing phi o c " trong hot ng marketing dc phm.

49

PHN IV: KT LUN V KIN XUT

1. Kt lun:

Kha lun khi qut c c s l thuyt ca Marketing- Marketing Dc

v mt s c im ca Marketing Dc. Khi qut c tnh hnh th trng thuc
Vit Nam v th gii v thc trng ca vic ng dng cc chnh sch Marketing ca
cc cng ty dc phm trn th trng thuc Vit Nam trong nhng nm qua.
Kha lun i su vo tm hiu hot ng kinh doanh ca cng ty TRAPHACO,
phn tch hot ng kinh doanh ca cng ty di gc , cch nhn qun tr
Marketing, c bit nhn mnh vic ng dng bn chnh sch ca Marketing ti
cng ty.
Mc d Marketing- Marketing Dc ang cn mi m i vi cc cng ty
dc phm trong nc ni chung v cng ty TRAPHACO ni ring, nhmg qua
phn tch cho thy tu tng thi im, tng th trng, tng sn phm m cng ty
bit kt hp, sng to, tm ti nhng gii php, chin lc Marketing to li th
cnh tranh, to uy tn v ng thi m bo cc yu cu ca Marketing Dc.
Chnh sch sn phm:

Cng ty pht trin danh mc sn phm mt cch chc chn, bm st vi m

hnh bnh tt, th trng mc tiu v cc i th cnh tranh. Cng ty tp trung a
ra cc sn phm c cht lng cao, dng bo ch ph hp p ng nhu cu v thuc
ca ngi tiu dng. ng thi cng ty lin tc nghin cu a ra cc sn phm mi
c ngun gc ng dc ph hp vi chnh sch thuc quc gia, tp trung nng cao
cht lng ca cc thuc c truyn: thay i mu m bao b, cht lng sn phm,
pht trin danh mc sn phm p ng nhu cu th trng v m bo mc tiu
kinh doanh ca cng ty.
Tuy nhin trong qu trnh xy dng danh mc sn phm, t l thuc thit yu
ca cng ty tng i thp (chim 11- 18% trong tng s sn phm ca cng ty) do
cha p ng c nhu cu v thuc thit yu cho chm sc sc kho nhn dn.
Chnh sch gi:

Cng ty s dng phng php nh gi da trn chi ph cho sn phm, th

trng mc tiu, gi ca i th cnh tranh vi mc tiu tng li nhun ti a,

50

chim th phn ln trong mi trng cnh tranh nh hin nay l rt ph hp. Tuy
nhin so vi mt s sn phm ca cc cng ty khc trong nc, sn phm ca cng
ty c gi tng i cao. Chnh iu ny c th lm gim sc mua ca ngi tiu
dng nht l nhng khch hng nhy cm v gi.
Chnh sch phn phi:

Mng li phc v ca cng ty tri rng trn ton quc c ba min Bc-TrungNam, c bit l hnh thc phn phi gin tip thng qua cc cng ty dc ca cc
tnh ti khu vc . p ng phn phi thuc rng khp cng ty c mt i
ng nhn vin c chuyn mn, am hiu v Marketing tham gia vo cung ng thuc.
Vic p dng chnh sch phn phi ca cng ty p ng c qu trnh
cung ng thuc kp thi cho nhu cu iu tr v chm sc sc khe nhn dn.
Chnh sch xc tin v h tr kinh doanh:
Cng ty s dng hu ht cc cng c ca chnh sch xc tin h tr cho
cng tc kinh doanh, to iu kin cho cng ty a sn phm mi tip cn vo th
trng, nh v li sn phm hin c. Trong cng ty thng xuyn s dng cc
hmh thc qung co thng qua cc phng tin thng tin i chng, cc hnh thc
kch thch tiu th, bn hng thng qua trnh dc vin, gp phn mang li hiu qu
kinh doanh cao cho cng ty.
2. Mt s kin ngh:
i vi cng ty
Trong nhng nm qua Traphaco t c mt s thnh cng trong vic trin
khai hot ng marketing ti cng ty, mc d vy trong mi trng cnh tranh ngy
cng khc lit, tng kh nng cnh tranh trn th trng, cng ty cn ch trng
hn na trong vic iu hnh hot ng marketing, c th l:
Cng ty phi lun kin ton c cu t chc marketing: thng xuyn o to
v nng cao trnh i ng cn b lm marketing h tch lu c k nng gii
quyt vn khi trin khai cc hot ng marketing.
Cng ty cn ch trng hn na vo cc hot ng khoa hc nh nghin cu
sn phm mi, phi hp vi cc nh khoa hc trong v ngoi nc to ra cc sn
phm c cht lng tt, ph hp vi th trng mc tiu
Trong phn phi sn phm, cng ty nn u t thm cho hnh thc bn l,
nhm gii thiu, hng dn trc tip ti ngi tiu dng, qua nm bt c tm

51

l , th hiu khch hng chnh xc nht. ng thi thc hin chnh sch u i i
vi khch hng nhm kch thch tiu th sn phm.
Hc hi kinh nghim v hot ng marketing ca cc hng nc ngoi hot
ng c hiu qu ti Vit nam.
Trong hot ng marketing cng ty phi bm st vi m hnh bnh tt hn
na v t nc ta ang trong giai on pht trin nn c nhiu s thay i v m
hnh bnh tt, ng thi phi nm vng hng i, nhng ch trng ca ngnh t
n bt kp thi nhng nhu cu ca th trng v c cc quyt nh marketing
nhy bn.
i vi nh nc
hot ng sn xut kinh doanh ca th trng thuc i vo n np nn
chng B Y T cn tng cng hn na v:
Khuyn khch u t lin doanh vi nc ngoi nhm hin i ho dy chuyn
sn xut, nhanh chng t tiu chun quc t. Nng cao cht lng, to ra cc sn
phm c gi c ph hp vi i sng ngi dn Vit nam.
Qun l cc quy ch nh quy ch v k n thuc, quy ch v thng tin qung
co thuc v m phm, quy nh v y c i vi thy thuc. Kim tra vic thc
hin chnh sch thuc quc gia, chnh sch thuc thit yu.
C s gim st hn na i vi quy nh khung gi i vi thuc bn ra trn
th trng, hn ch ti a vic nh gi cao gy nh hng ti ngi s dng.
Cn c cc bin php x l cc cng ty , trnh dc vin lm tri vi quy nh
ca ngnh, trnh thit hi cho nh nc v nh hng ti sc kho nhn dn

52

TI LIU THAM KHO

1. B mn t chc qun l dc (2001), Gio trnh qun l kinh t dc, Trng i hc

dc H ni.
2. B mn t chc qun l dc (2002), Gio trnh php ch hnh ngh dc, Trng
i hc dc H ni.
3. B y t - Cc qun l dc : Tng kt cng tc dc nm 2000 v k hoch cng tc
dc nm 2001- 2005.
4. B y t , Nin gim thng k nm 2000, 2001.
5. Nguyn Th Thi Hng - Khng c Mnh, Marketing - Marketing dc, Gio trnh
sau i hc, Trng i hc dc H ni.
6. Nguyn Th Thi Hng (1999), Bi ging marketing dc phm v qun l cc hot
ng marketing trong ngnh dc, Ti liu ging dy sau i hc, B mn qun l
kinh t dc , Trng i hc dc H ni.
7. Nguyn Th Thi Hng (2002), Mt s nghin cu nh ga tnh thch ng ca danh
mc thuc ng k lu hnh vi m hnh bnh tt Vit Nam, Tp ch dc hc , s
6, t.3.
8. L Vit Hng - Nguyn Tun Anh, Ti chnh doanh nghip dc, Gio trnh sau i
hc, Trng i hc dc H ni.
9. L Vit Hng - Phan Th Thanh Tm (2002), Nhng yu t c trng ca ngnh
dc nh hng n th trng thuc Vit Nam giai on 1991- 2001, Tp ch dc
hc, s 8, t. 4, 8.
10. L Vit Hng (2000), Vi nt v th trng thuc th gii v Vit Nam, Tp ch
dc hc, s 2, t. 6, 7.
11. Philip Kotler (1997), Marketing cn bn, Nh xut bn thng k,
12. Philip Kotler (2000), Qun tr marketing, Nh xut bn thng k.
13. Qun tr doanh nghip (2000), Nh xut bn thng k.

14. V Th Thun - Nguyn Huy Vn - Bi Hng Cng (2003), Traphaco nghin cu

hin i ho sn phm dc liu Vit nam trong xu th ton cu ho.
15. L Vn Truyn (2002), 5 nm phn u thc hin chnh sch quc gia v thuc,
ngnh dc Vit Nam tin bc trn con ng CNH, HH t nc, Tp ch dc
hc, s 1, t. 4.
16. Nguyn Vn Yn (2002), Kho st tnh hnh hot ng ca cc c s sn xut c
thuc lu hnh trong cc nm 1996 - 2001, Tp ch dc hc, s 11, t. 6.
17- Berkowitz, Kerin, Hanthy, Rudelius (1997), Marketing, fifth edition,
Irwin Me Graw Hill.
18- Gilber A. Churchill, JR, J. Paul Perter (1998), Marketing creating value
for customer, Irwin Me Graw Hill.
19- WHO (99&), fifty year of the world health organization in the wester
pacific region, Chapter 13. Traditional medicin, p. 1-9.

Ph lc
Mu cu hi phng vn : i tng l cn b cng ty Traphaco
B gio dc v o to
B cu hi
Trng i hc Dc H ni
Xin ng (B) vui lng tr li cc cu hi ny hoc nh du vo nhng c hoc khng.
Xin chn thnh cm n.
1. ng (B) c th trnh by v c cu t chc ca cng ty hin nay?
2. Xin ng (B) cho bit c cu hot ng marketing hin nay ca cng ty?
3. Hin sn phm ca cng ty phn phi ti nhng th trng no trong nc?
4. Cng ty c tm kim th trng mi ra cc nc khc khng?
C

Khng
Nu c l nhng nc no?
5. Cng ty c la chn th trng phn phi sn phm khng?
C

Khng
Nu c cng ty yu t no la chn th trng mc tiu?
6. Cng ty c tin hnh thu thp thng tin thng ngy khng?
C

Khng
Nu c th cng ty thu thp bng nhng hnh thc no?
7. Trong hot ng thng ngy cng ty c nhn c cc thng tin phn hi t khch
hng v cc vn lin quan n sn phm khng?
C

Khng
Nu c th thu c thng qua hnh thc no?
8. Xin ng (B) cho bit ph trch v lnh vc sn phm ca cng ty do ai?
Ngi ph trch:
S in thoi:
9. Danh mc sn phm ca cng ty bao gm nhng nhm chng loi no? S lng mi
chng loi l bao nhiu?
Nhm chng loi:
S lng:
9. Trong cc nhm chng loi cng ty ch trng vo pht trin nhm chng loi no?
10. Cng ty c to ra cc dng bo ch khc nhau cho mi chng loi khng?
C

Khng
Nu c xin cng ty cho mt s sn phm c trng
Tn thuc:
Dng bo ch:
11. Cng ty c to ra cc dng boch mi b sung vo danh mc sn phm khng?

Khng

Xin cng ty cho bit mt s sn phm mi ca cng ty trong nhng nm gn y?

12. Cng ty c sn xut ra cc mt hng ging vi sn phm ca cc cng ty c uy tn
trn th trng khng?
C

Khng
Nu c xin cng ty cho bit mt s snphm c sn xut theo cch no?
Tn sn phm:
Cng ty c uy tn:
Hot cht:

B cu hi
13. Xin ng ( B ) cho bit lnh vc v gi sn phm ca cng ty do ai ph trch?
Ngi ph trch:
S in thoi:

14. Cng ty c cn c vo cc yu t nh gi sn phm khng?

C
Khng
Nhng yu t no thng c cng ty cn c nh gi?
15. Hin cng ty c t ra cc mc tiu trong vic nh gi sn phm khng?

Khng

l nhng mc tiu no?

16. Khi nh gi sn phm cng ty c cn c thm v cc thng tin t phng marketing
khng?

C
Khng
Nu c th l nhng thng tin no?
17. Gi sn phm ca cng ty bn trn th trng c b thay ikhng?

C
Khng
Nu c xin cng ty tr li thm mt s cu hi sau:
Cng ty thng tng gi sn phm trong iu kin no?
Mt s sn phm c cng ty tng gi?
Cng ty gim gi sn phm trong trng hp no?
Mt s sn phm c cng ty gim gi?
18. Cng ty c nh gi cao cho cc sn phm khi mi tung vo th trng thu c
li nhun cao khng?
'c "

19.

20.

21.
22.

Khng

Cng ty thng da vo nhng l do no nh gi cao cho sn phm?

Cc sn phm c cng ty p dng chin lc ny?
Khi mi tung sn phm vo th trng cng ty c p dng vi mc gi thp thu ht
khch hng khng?

C
Khng
Nhng sn phm c cng ty p dng?
Cng ty c s dng cc mc gi khc nhau khi asn phm vo cc th trng khc
nhau khng?

C
Khng
Nu c xin cng ty cho bit mc gi cho cc sn phm cc th trng khc nhau?
Xin Ong ( B ) ph trch v phn phi hng ho l do ai?
Ngi ph trch:
S in thoi:
phn phi sn phm ti khch hng cng ty c s dng cc ca hang, i l, chi
nhnh tr thuc ca cng ty khng?

C
Khng
Nu c xin cng ty cho bit mt s ca hng, i l, chi nhnh trc thuc ca cng ty?
Ca hng:
i l:
Chi nhnh:

S cu hi
23. Cng ty c phn phi sn phm ti tay ngi tiu dng thng qua cc phn t trung
gian nh cng ty dc cc tnh, cng ty thng nghip hng ho, hiu thuc khng?
C
Khng
Nu c xin cng ty cho bit l nhng trung gian no?
24. nng cao vic phn phi sn phm ti ngi tiu dng cng ty c trin khai thm
cc ca hng, chi nhnh mi khng?
C
Khng
Mt s ca hng, chi nhnh mi ca cng ty?
25. Cng ty c s dng cng c qung co qung co cho sn phm ca cng ty
khng?
C
Khng
Cng ty s dng cc hnh thc cng c qung co no?
26. Cng ty c s dng hnh thc tuyn truyn tuyn truyn v sn phm ti khch
hng khng?

27.

28.
29.
30.
31.

32.

Khng

Nu c th cng ty s dng cc hnh thc tuyn truyn no?

Cng ty c p dng hnh thc khuyn mi nhm kch thch tiu th sn phm khng?
C
Khng
Xin cng ty cho bit mt s sn phm c cng ty khuyn mi v mc khuyn
mi cho cc sn phm ?
Cng ty c chit khu % theo t l mua sn phm cho khch hng khng?
C
Khng
Nu c th mc chit khu ca cng ty l bao nhiu?
Hnh thc tng hng mu c c cng ty p dng khng?
C
Khng
Mt s sn phm c cng ty p dng?
Hnh thc tng qu kch thch tiu th sn phm c c cng ty s dng khng?
C '
Khng
Nu c th cc hnh thc tng qu no c cng ty p dng?
Hin nay cng ty c s dng trnh dc vin gii thiu sn phm ca mnh ti
khch hng khng?
C
Khng
S lng trnh dc vin ca cng ty hin nay l bao nhiu? v h c mt nhng
th trng no ca cng ty ?
Trnh dc vin ca cng ty ph trch theo hnh thc no?
Theo sn phm
Theo khu vc