BI THO LUN MN QUN TR CHIN LC Giao vin hng dn: Danh sch nhm: Hong Ngc ng Ng Minh c L Vn Duy

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NI DUNG CN PHN TCH 1. C hi v thch thc n cng ty honda Vit Nam 2. im mnh v im yu ca honda Vit Nam Chng ta s i tm hiu nhng yu t tc ng ti honda Vit Nam 1. C hi v thch thc n cng ty honda Vit Nam Cng ty HondaVit Nam c thnh lp nm 1996 l s lin doanh hp tc ca 3 i tc ln: Cng ty Honda Motor (Nht Bn- 42%), Cng ty Asian Honda Motor (Thi Lan28%), Cng ty My ng Lc v My Nng nghip Vit Nam (30%). Hng n th trng Vit Nam, mt th trng mi v tim nng. Sn phm ban u m cng ty hng n l xe my. Khi m nhu cu i li ca ngi dn ang ln cao, xe my xut hin l mt s la chn thch hp gii quyt vn i li cho ngi dn. Khi mi c thnh lp, cng ty ch n thun l bn cc sn phm ca cng ty i tc. Cho n thng 3 nm 1998, nh my xe my th nht c xy dng ti Phc Thng, Phc Yn, Vnh phc th nhng chic xe my u tin c sn xut ti Vit Nam xut hin. Nh my c nh gi l hin i nht khu vc ng Nam . Nh my th 2 cng c xy dng ti khu vc trong nm 2008,chuyn sn xut xe tay ga v xe s cao cp. Nh my th 3 l nh my sn xut oto, c xy dng nm 2005. 1. C hi v thch thc n cng ty honda Vit Nam
Vit Nam tin hnh cng nghip ha trong bi cnh m tro lu ton cu ho kinh t ngy cng mnh m. Ni c th hn, th trng th gii ang rng m cho hng cng nghip Vit Nam, nhng ngc li, Vit Nam cng phi m ca th trng trong nc, tin hnh t do thng mi. Nu nng lc cnh tranh ca Vit Nam mnh th c hi ca ton cu ho s ln v thch thc s nh. Khi t nc tin hnh cng nghip ha c nhng thach thc v c hi tc ng n honda Vit Nam l khng nh. Khi m th trng rng m cc doanh nghip trong nc v nc ngoi u c c hi gn nh l tng ng nhau v vy m khng ch c mt honda Vit Nam sn xut oto xe my m c rt nhiu i th khc cng sn xut cc mt hng tng t nh YAMAHA, SYM, SUZUKI, PIAGIO th trng tr ln cnh tranh gay gt cc sn phm phi cnh tranh vi nhau c v cht lng cng nh kiu dng. V vy tn ti v pht trin honda phi a ra nhng chnh sch hp l v mang tnh chin lc cnh tranh vi cc cng ty sn xut xe khc. Tuy vy vic th trng rng m cng l c hi cho honda gt hi c nhiu thnh cng cc mt hng c bo h bng thu nhp khu, hng ro thu quan b ct gim dp cho honda xut khu c nhiu xe sang cc nc trong khu vc nh Lao, campuchia Vi xu hng th trng Vit Nam trong thi gian gn y khi thu nhp ca ngi dn cao ln theo thng k thu nhp bnh qun u ngi ca nm 2009 l 1000 USD v d kin nm 2011 l 1200 USD dp cho ngi dn d dng s hu mt chic xe my mang thng hiu honda hn nhng nm ca thp nin 90, bn cnh vic thu nhp cao ln ca

ngi dn cung khng phi ch honda bit m cn rt nhiu cng ty tp don khc cng bit iu nh vo khong nhng nm 99, 2000 khi xe may Trung Quc xm nhp vo th trng Vit Nam do h nm bt rt tt v thu nhp v nhu cu ca ngi Vit h tung ra nhng sn phm xe my c kiu dng ging n 90% so vi cc xe ca honda vi gi rt r ch vi hn 9000000 (vnd) ngi dn c th s dung nhng chic xe my p v kiu dng khi mun s dng mt chic xe honda draem vo nm 2000 vi gia l 27000000vnd, dn nm 2004 l 24000000vnd r rng mt chic xe honda l qu dt vi thu nhp ca ngi vo nhng nm . i ph vi iu honda khng nh vi ngi tiu dng rng xe ca chng ti c cht lng hn hn nhng chic xe Trung Quc kia nhng khng inh nh vy vn khng th no thu v cho mnh li nhun mong mun honda tung r a nhng ging xe mi nh wave nm 2004 vi gia l 13500000vnd ngi dn rt hi lng vi nhng dng xe mang thng hiu honda nay li vi gi c phi chng ln h v cng ng h ngi dn bt u thy nhng thm ha ca xe Trung Quc nh hay hng nhng xch, bc, xe i n nhiu xng h tiu dng rt mnh xe ca honda v n nm 2008 chic xe honda dream ngy xa l nim ao c ca bao nhiu ngi co cu c rng nh 3 tng i xe dream nay khng cn vi gia cao vt nh trc ch vi 17000000 vnd ngi dn s hu mt chic xe honda dream Nhng i th cnh tranh ca honda nh yamaha, sym h cng c nhng dng xe cht lng v cng vi gi c phi chng vy honda khng nh vi ngi tiu dng v xe ca mnh nh th no c th t c nhng khon li nhun khng l nh vy? l s khng nh v nhin liu vi xe honda vic tit kim nhin liu l mc tiu sn xut ca cc sn phm, tip theo l mt thng hiu xm nhp vo Vit Nam lu i ln c ngi dn bit ti ng o, cc chnh sch chm sc khch hng v bo dng sn phm ca honda l rt tt. Cc sn phm ca honda vi nhiu mc gi khc nhau hng ti nhiu loi khch hng t ngi c thu nhp thp n nhng ngi c thu nhp cao cc phng tin giao ng trong khong gi c t trn 10000000 n trn 100000000 vnd hng ti nhiu i tng khch hng y cng l mt im mnh so vi cc i th cnh tranh ca honda so vi cc i th khc H thng knh phn phi ca honda ging khp trn ton quc vi cch t chc cht ch t nh sn xut n nh phn phi, i l. Vic phn phi sn phm rng khp nh vy dp cho ngi tiu dng r rng co c sn phm

2. im mnh v im yu ca honda Sau khi tm hiu xong v c hi v thch thc ca honda chung ta xe tm hiu xem im mnh v im yu ca honda l g? a. im mnh - Dc ngi tiu dung a chng v tin cy V danh ting v thng hiu, Honda Vit Nam to cho mnh mt thng hiu c nhiu ngi tiu dng bit n v a chung. K t khi Honda Vit Nam ra i, nhng chic xe my u tin gp phn to nn n tng tt vi ngi tiu dng. S xut hin ca nhng chic xe my nh Dream (1997) gp phn to nndanh

ting cho cng ty. Super Dream l mt trong nhng mu xe m Honda Vit Nam duy tr lu nht v bn chy nht. Sau Super Dream, Honda Vit Nam tung ra rt nhiu dng xe khc m u c th trng n nhn. Honda Vit Nam lin tc a ra cc dng sn phm v c thng hiu trn th trng nhFuture, Wave, Click, Spacy. Air Blade. Nhc n Honda Vit Nam Thng hiu honda v vi sologan: ti yu Vit Nam in xu vo trong tm tri con ngi Vit Nam t nhng dng xe c xa vn cn in m trong tm tr ngi tiu dng nh honda67, hondacup, super dream n nh l mt biu tng trong lng ngi tiu dng vi tin cy cao ca khch hng to cho honda nhiu th mnh v dp cho h tiu th c nhiu sn phm Ngun nhn lc: Cng ty cng c bit ch trng o to, pht trin ngun nhn lc vi cc kho hc thng xuyn trong cng ty v cc kho o to ti nc ngoi. Tnh n nm 2006, cng ty c gn 300 nhn vin tham s cc kho o to nng cao kin thc, tay ngh ti nhiu nc nh Nht Bn, Thi Lan. Cng tnh n nm 2006, cng ty c hn3500 nhn vin.Cng ty cng thng xuyn t chc cc cuc thi v tay ngh cho cc k thut vin trong cng ty. Vo 08/09/2010 va qua, cng thi t chc hi thi k thut vin gii ton quc ln 3. Mc ch chnh ca cuc thi l gip cc th sinh trau di thm kin thc, kinh nghim. Quan im ca cng ty l nh gi con ngi qua cng vic. Tc l h khng qu cao nng lc bn thn ca mi nhn vin m h tp trung vo vic tm ra v tr thch hp cho nhn vin .H ch trng vic bi dng nhn ti v mi ngi mi. Khi khai thc pht trin mt loi xe my mi, Honda lun tn nhim s dng mt cch c thc nhng nh nghin cu tr. Mc d nu ch kim tra ring bit v mt k thut, tay ngh th lp k thut lu nm s tt hn, tuy nhin h li d i vo con ng mong ca nhng nghin cu trc y, khng thch ng kp thi vi s thay i ca th trng. V vy, khi ch to nhng sn phm mi, Honda lun s dng mt lot ngi mi thc hin k hoch ca mnh - im yu: Hot ng phn phi thng qua y quyn cn km Cui nm 2009, v lon gi Lead lm nhiu ngi tiu dng bc xc v nhiu ngi tiu dng quay lng li vi xe my Honda. Cc sn phm xe my ca Honda Vit Nam c phn phi thng qua h thng phn phi HEAD. Vo cui nm 2009 cho n nay, cng mt chic xe my nhng bn cc ni khc nhau th gi li chnh lch vi nhau hng triu ng, c khi n c 6, 7 triu. Nhng chic xe

my c bn ti cc HEAD t hn c nhng chic xe my bn l. Sau s vic ny, hnh nh ca Honda Vit Nam ra nhiu n tng khng tt. Nhiu ngi quyt nh quay lng li vi Honda Vit Nam. Nhiu khch hng tim nng cng t b nh dng sn phm ca Honda Vit Nam. Theo nh gi th vic lon gi ca Honda s em li mt li nhun kh ln cho Honda nhng ch l li nhun trc mt, cn xt v lu di, n nh hng ln n hnh nh ca Honda trong mt ngi tiu dng, lm mt i lng khch hngtng lai. Lon gi khng phi ch trong dp ny m ngi tiu dng cth lin tng n nhiu ln lon gi trc ca Honda Vit Nam. K t khi Honda Vit Nam c thnh lp, mi khi sn phm mi ca Honda ra i li c nhng v lon gi xy ra. Nm 1999, khi mu Future ra i, ri tip n l Spacy, Click v c bit l Air Blade. Air Blade xut hin trn th trng t thng 4 nm 2007. Vy m n nay dng xe hy vn khan him trn th trng. Lon gi, d l do li pha Honda Vit Nam hay li cc nh phn phi u quyn ca Honda Vit Nam th hng cng vn nn tm cch khc phc tnh trng ny ly li nim tin ni khch hng l ton b bi tho lun ca nhm bn em, nhom chng em hy vng c gio c v cho chung em nhng li nhn xet. Nhng li nhn xt ca c l vng ngc dp chung em cng c thm kin thc