I Gii thiu chung v cng ty Acecook v sn phm m ho ho

1.1Lch s hnh thnh v pht trin ca Acecook L mt DN cn kh tr, Acecook Vit Nam to cho sn phm ca mnh mt tn tui v v tr vng chc trn th trng, cc sn phm m n lin tr nn quen thuc i vi ngi tiu dng Vit Nam.Thnh lp nm 1993, Vifon Acecook l lin doanh gia Cng ty Sn xut m n lin ni ting Vit Nam, Vifon v Cng ty Acecook Nht Bn. T thng 2/2004, cng ty chnh thc chuyn sang hnh thc 100% vn nc ngoi vi tn Cng ty TNHH Acecook Vit Nam.

Tr s t ti l II-3, ng 11, KCN Tn Bnh, Phng Ty Thnh, Qun Tn Ph, TP. H Ch Minh. Acecook Vit Nam hin s hu c 06 nh my

sn xut, 700 i l tri rng khp c nc chim 60% th phn trong nc vi nhiu chng lai. T nm 2004 cng ty xy dng hon chnh v t c nhng chng ch v h thng qun l cht lng theo ISO 9001, h thng qun l mi trng ISO 14001, h thng kim sot v sinh an ton thc phm HACCP v c bit Acecook Vit Nam l cng ty sn xut m n lin u tin Vit Nam t c tiu chun thc phm quc t dng cho cc nh bn l Chu u (IFS). "Biu tng ca cht lng" l tn ch m cng ty t ra ngay t ban u v kin nh trong sut qu trnh pht trin. thc hin phng chm: Vina Acecook Biu tng ca cht lng, bn cnh vic nng cao cht lng, sn xut sn phm theo cng ngh Nht Bn, cng ty cn to ra s a dng v nng cao chng loi sn phm m n lin nh m Ho Ho, m tht xo, m lu thi, m kim chi Pht huy ni lc, i su tm hiu th hiu khch hng cng vi kinh nghim trong ch bin sn phm, Acecook Vit Nam u t cng ngh tin tin nht ca Nht Bn, cho ra i nhng sn phm t cht lng cao, hp khu v ca ngi tiu dng. Khng nhng th, m bo cc ch tiu v dinh dng v an ton cho ngi s dng, p ng

nhng nhu cu kht khe ca Vin Dinh dng v sc khe, cng ty lun ch trng n vic m bo v sinh an ton trong quy trnh ch bin sn phm, thc hin ng cam kt trong sn xut, xy dng ch tiu cht lng theo h thng qun l ISO 9001. Nh s n lc phn u khng ngng, doanh thu hng nm ca cng ty khng ngng tng, mc tng trng hng nm t 85%. Cng ty xy dng c mt h thng hn 700 i l phn phi rng khp c nc. bt c ni u ngi tiu dng u c th tm thy nhng sn phm ca Acecook Vit Nam, vi mt bao ph th trng trn 95% im bn l trn ton quc. Ngoi ra cc sn phm ca cng ty cn c xut khu i cc nc nh Nga, M, Cng ha Sc, c, Malaysia Nhng g m Acecook t c to ra v th vng chc cho cng ty trong th trng m n lin, l mt trong 5 cng ty ng u ngnh ch bin thc phm, dnh c nhiu phn thng c gi tr, 7 nm lin c bnh chn l Hng Vit Nam cht lng cao, t danh hiu DN tr xut sc v Gii thng sao vng t Vit 2002, gii thng Rng Vng 2003 v gn y nht, thng 5 va qua, cng ty vinh d n nhn hun chng Lao ng hng 3. t c nhng thnh cng nht nh nhng Acecook Vit Nam khng t tha mn, khng ngng u t nng cao v i mi cng ngh, xy dng cc nh my, m rng quy m sn xut. p ng nhu cu ngy cng cao ca ngi tiu dng v khng nh ni lc ca mnh, ngoi 3 nh my ti TP. HCM, Bnh Dng, Hng Yn v 4 chi nhnh kinh doanh ti TP.HCM, Cn Th, H Ni, Nng, cng ty ang tip tc trin khai xy dng v tin ti s dng thm 2 nh my ti Bc Ninh v Nng. Vi quan nim s pht trin ca x hi chnh l s pht trin ca cng ty, Acecook Vit Nam lun n lc phn u, ng hnh cng mi gia nh cht lng c uc sng ngy cng tt hn, Vina Acecook mi mi l Biu tng ca cht lng.

1.2 Gii thiu cc sn phm m ho ho

- Khi l t h: 75g (2.7Oz) - Th s di h d :

- Th

h ph :

- Cch dng: - Cho vt m, gi sp bt v gi du vo t. - Ch khong 400cc nc si vo, y np li trong 3pht. - Sau trn u v dng ngay.

- Khi lng tnh: 75g - Thng s dinh dng: - Gi tr nng lng : 342Kcal - Cht bo : 13.3g (20.4%) - Sodium : 1275.0 mg (53.1%) - Total carbonhydrate : 48.5g (16.2%) - Protein : 7.1g Thnh phn gi tr nng lng hng ngy c tnh trn c s 1 khu phn 2000 calorie - Thnh phn: - M : Bt m, Du shortening, Mui, ng, Bt Ngt, Mu tng hp (102). - Sp : Du tinh luyn, Mui, Dng, Bt ngt, Gia v, Rau sy, Disodium 5-guanilate, Disodium 5-inosinate - Cch dng: - Cho vt m, bt nm v du vo t. - Ch khong 400cc nc si vo, y np li trong 3 pht. - Sau dng c ngay.

- Khi lng tnh: 75g - Thng s dinh dng: - Gi tr nng lng : 342Kcal - Cht bo : 12.8g (19.7%) - Sodium : 825.0 mg (34.4%) - Total carbonhydrate : 49.7g (16.6%) - Protein : 7.0g Thnh phn gi tr nng lng hng ngy c tnh trn c s 1 khu phn 2000 calorie - Thnh phn: - M : Bt m, Du shortening, Mui, ng, Bt ngt, Mu tng hp (102). - Sp : Du tinh luyn, Mui, ng, Bt ngt, Gia v, Rau sy, Hng nm tng hp, Disodium 5-guanilate, Disodium 5-inosinate - Cch dng: - Cho vt m, bt nm v du vo t. - Ch khong 400cc nc si vo, y np li trong 3 pht. - Sau dng c ngay.

Sat

- Khi l t h: 75g - Th s di h d : - Gi tr nng lng : 348Kcal - Cht bo : 14.9g (22.8%) - Sodium : 1245.0 mg (51.9%) - Total carbonhydrate : 46.1g (15.4%) - Protein : 7.6g Thnh phn gi tr nng lng hng ngy c tnh trn c s 1 khu phn 2000 calorie - Thnh phn: - M : Bt m, Du shortening, Mui, Mu tng hp (E102). - Sp : Du tinh luyn, Mui, ng, Bt ngt, Gia v, C rt sy, Hnh l sy, Tinh bt khoai m, Bt tm, Disodium 5-guanilate, Disodium 5-inosinate, Hng g, Caramel, Axt citric. - Cch dng - Cho vt m v gi rau sy vo t - Ch khong 400ml nc si vo, y np li v ch 3 pht. - Cht phn nc ra ht ri cho gi du v gi sp bt vo - Trn u v dng c ngay.

Chua Cay

- Khi l t h: 75g - Th s di h d : - Gi tr nng lng : 338Kcal - Cht bo : 11.6g (17.9%) - Sodium : 1575,0 mg (65.6%) - Total carbonhydrate : 51.4g (17.1%) - Protein : 6.9g Thnh phn gi tr nng lng hng ngy c tnh trn c s 1 khu phn 2000 calorie - Th h ph : - M : Bt m, Du shortening, Mui, ng, Bt Ngt, - Sp : Du tinh luyn, Mui, Dng, Bt ngt, Gia v, Rau sy, Tm t nhin, Axit citric, Disodium 5-guanilate, Disodium 5-inosinate - Cch dng: - Cho vt m, bt nm v du vo t. - Ch khong 400cc nc si vo, y np li trong 3 pht. - Sau dng dc ngay. X Kh T h

- Khi l t h: 75g - Th s di h d : - Gi tr nng lng : 348Kcal - Cht bo : 14.9g (22.8%) - Sodium : 1245.0 mg (51.9%) - Total carbonhydrate : 46.1g (15.4%) - Protein : 7.6g Thnh phn gi tr nng lng hng ngy c tnh trn c s 1 khu phn 2000 calorie - Th h ph : - M : Bt m, Du shortening, Mui, Mu tng hp (E102). - Sp : Du tinh luyn, Mui, ng, Bt ngt, Gia v, C rt sy, Hnh l sy, Tinh bt khoai m, Bt tm, Disodium 5-guanilate, Disodium 5-inosinate, Hng g, Caramel, Axt citric. - Cch dng: - Cho vt m v gi rau sy vo t. - Ch khong 400ml nc si vo, y np li v ch 3 pht. - Cht phn nc ra ht ri cho gi du v gi sp bt vo. - Trn u v dng c ngay.

II nh gi sn phm cnh tranh ca m ho ho trn th trng. Trn th trng m n lin c rt nhiu sn phm cnh tranh gay gt vi m ho ho trong c sn phm m ca i th cnh tranh,c sn phm ca cng ty v d nh sn phm m tin vua,machi ca MASAN group,m cung nh,m mummum,m t tuyt,m dimdim ca MICOEM, m ngon ngon,m t qu 100,m hong giaca VIFON hay m gu ,m hello ca ASIAFOODS hay chnh sn phm m ca cng ty acecook Vit Nam nh m lu thi,m s ,m bc trung nam,m bn phng.Cc i th cnh tranh ca cng ty a ra nhng qung co c sc hp dn v nh trng tm l ngi tiu dng hin nay cng l mt trong nhng nhn t lm nh hng ti th phn ca sn phm v d nh qung co ca sn phm m tin vua khng s dng du chin i chin li(m khng c mu vng m) hay m khng dng phm mu E102 u m ch sn phm m ho ho nhm mc ch lm nh hng xu ti tm l ngi tiu dng i vi m ho ho.iu ng ch y l sn phm m n lin hng ti i tng khch hng no.Vi mi sn phm ca mnh cc cng ty u nhm ti cc i tng khch hng khc nhau phn theo nhng tiu ch nh ngh nghip,gii tnh ,tui tc,s thch Ho ho hng ti i tng ngi tiu dng l sinh vin,ngi dn c thu nhp trung bnh.vic nh gi sn phm 3.500 /gi l gi ti tay ngi tiu dng l ph hp vi nhm khch hng trn.Trn th trng th m tin vua cng c mc gi trn hay m dimdim c gi khong2700-3000.iu cho thy vic cnh gia cc sn phm ca cc cng ty khc di vi sn phm ho ho l khng phi cnh tranh v gi m l cnh tranh v cht lng v thng hiu

Nhn xt chung t kt qu iu tra: 100% khch hng iu tra u bit ti v dng sn phm m ho ho 22.58% khch hng khng mun s dng sn phm na cn li 77.42% khch hng vn mun tip tc s dng sn phm . Trong s khch hng iu tra ch c 41.9% khch hng s dng nhiu nht sn phm m ho ho so vi cc loi m khc. V cm nhn ca khch hng iu tra sau khi s dng sn phm cho thy 58% khch hng nhn xt bnh thngv sn phm sau khi s dng 35.5% khch hng hi lng v ch c 6.5% khch hng cm thy rt hi lng v sn phm.

1 s ng ch v kt qu iu tra l c ti 74.2% khch hng iu tra cho bit h s dng m nhiu vo ma ng cn li l khng c s phn bit gia cc ma.iu l mt cn c quan trng trong vic a ra k hoch marketing ngn hn cho cng ty. C ti 77.4% khch hng la chn sn phm v cht lng ca sn phm v 61.3% khch hng mua sn phm theo thi quen.ng ch l khch hng bit ti sn phm thng qua tivi chim 80.6%,iu cho thy knh qung co qua tivi rt c hiu qu v chin lc xc tin cn hng ti iu ny. V cng c 80.6% khch hng la chn mua sn phm ca hng iu ny cho thy h thng phn phi sn phm hot ng tng i hiu qu.Khi c hi v chng trnh khuyn mi ca sn phm th c ti 71% khch hng khng hi lng v chng trnh khuyn mi,iu cho thy sn phm bn tng i chy trn th trng.Thng thng 1 chng trnh khuyn mi c p dng khi cng ty mun y nhanh qu trnh tiu th trn th trng Theo kt qu iu tra th s lng tiu dng sn phm trung bnh trong 1 thng ca khch hng iu tra mc 1-10 gi chim 54.83% v 10-20 gi chim 35.48% iu cho thy mc s dng sn phm ca khch hng mc tng i thp. Khi iu tra v s hiu bit ca khch hng v cc sn phm m ho ho hu ht khch hng ch bit n 2 sn phm,trong khi m ho ho c ti 6 loi sn phm.Trn thc t quanh khu vc iu tra hu ht cc ca hng tp ha cng ch by bn 2 sn phm m ho ho l m ho ho hng v g v m ho ho hng v tm chua cay. L do ch yu m khch hng la chn sn phm l khng c thi gian v hng v c trng ca sn phm Chin lc sn phm(Product) Khi sn phm bc vo giai on bo ha th chng ta cn ci bin th trng thng qua nhng bin php c th sau. Cng ty c th c gng tng s ngi s dng nhn hiu theo ba cch: + Thay i thi ca ngi khng s dng: Cng ty c th c gng thu ht nhng ngi khng s dng sn phm ca mnh,chng ta hon ton c th thay i

+ Xm nhp nhng khc th trng mi: Cng ty c th c gng xm nhp nhng khc th trng mi, v a l, nhn khu hc v.v..., c s dng sn phm , ch khng phi nhn hiu . + Ginh khch hng ca cc i th cnh tranh: Cng ty c th thu ht khch hng ca cc i th cnh tranh dng th hay chp nhn nhn hiu .