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Bo co thc tp

GVHD: Thy Bi Ngc Tuyn

PHN DN NHP
1. 2. 3. 4. 5. t vn nghin cu Mc tiu nghin cu Phm vi nghin cu Phng php nghin cu Ni dung bo co

Bo co thc tp

GVHD: Thy Bi Ngc Tuyn

1.t vn nghin cu: Trc y, nn kinh t Vit Nam l nn kinh t bao cp, hng ha sn xut ra t, cung khng cu. Cc doanh nghip hu nh rt th ng, ch cung cp mt s lng cn thit no theo quy nh. K t khi ng v Nh nc ta c ch trng i mi, ci cch, ci t, chuyn i sang nn kinh t th trng theo nh hng x hi ch ngha c s qun l ca Nh nc, tt c cc doanh nghip cng c nhng s thay i ng k v cch thc hat ng, sn xut, qun l, iu hnh,... khin cho lng hng ha ngy cng di do, phong ph p ng c nhu cu ngi dn. Cc doanh nghip hat ng trong nn kinh t th trng phi i mt vi mt p lc cnh tranh rt ln, va phi m bo cht lng sn phm, dch v va phi m bo thu c li nhun cao nht. V vy, cc doanh nghip khng ngng ci tin sn phm, ci t cch thc iu hnh, qun l,... sn xut ra nhiu chng lai hng ha p ng ng v mi nhu cu ca ngi tiu dng. Nh c cnh tranh m nn kinh t Vit Nam ang dn dn hi phc v pht trin, cc doanh nghip hat ng hiu qu, ngy cng ln mnh; ngi dn th tha mn nhu cu, gp phn a t nc pht trin i ln. Trung tm Thng mi quc t ITC, mt doanh nghip Nh nc c xem l hat ng c hiu qu k t khi thnh lp cho n nay. Trung tm ng vng v pht trin khng ngng mc d phi i mt vi nhng kh khn, th thch trong giai an u ca cng cuc ci cch, m ca. Trong sut qu trnh hnh thnh v pht trin, Ban lnh o cng vi tp th cn b cng nhn vin ca Trung tm n lc phn u t c nhng thnh tu nh ngy nay, gp phn khng nh vai tr ch o ca thnh phn kinh t Nh nc trong nn kinh t th trng cn non tr ca Vit Nam. Sau mt thng thc tp ti ITC, em hc hi v rt ra nhiu bi hc kinh nghim qu bu trong mi trng kinh doanh thc tin. Em chn ti Phn tch hat ng Marketing Mix v sn phm du nhn ENEOS ca Tp an Nippon Oil (Nht Bn) ti ITC vit bo co thc tp v y l mt hat ng kinh doanh mi ca ITC. 2.Mc tiu nghin cu:
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Bo co thc tp

GVHD: Thy Bi Ngc Tuyn

Phn tch hat ng Marketing Mix ang p dng cho du nhn ENEOS ca Trung tm thng mi quc t, nhn xt nhng u im v hn ch t a ra nhng kin ngh nhm khc phc v nng cao hiu qu kinh doanh ca mt hng du nht ti ITC. 3.Phm vi nghin cu: Vit Nam, phng tin giao thng ch yu l xe gn my. Trong , xe gn my ng c 4 th chim hn 90% tng s, xe gn my 2 th ch chim mt lng nh. Do , phm vi nghin cu ti ny tp trung ch yu vo du nht cho xe gn my 4 th. Do c im cng ty thc tp ITC l doanh nghip kinh doanh thng mi nen bo co thc tp ny ch yu phn tch tnh hnh kinh doanh du nhn ENEOS ca ITC, khng phn tch hat ng sn xut kinh doanh cng nh quy trnh sn xut du nhn ENEOS. 4.Phng php nghin cu: thc hin cc ni dung ca bo co, ngi vit s dng cc phng php nghin cu nh: phng php m t, phn tch nh gi, nhn xt thng qua vic iu tra, nghin cu, thu thp s liu, phn tch ma trn SWOT, phng php t cu hi vi b phn kinh doanh du nht ca trung tm thng mi quc t ITC, quan st qu trnh kinh doanh thc t ca trung tm. Ngai ra, ngi vit cng vn dng kin thc c bn hc kt vi vic tham kho ti liu bo ch, thng tin Internet v nhng sch v c lin quan n ti. 5.Ni dung bo co: bo co gm 3 chng Chng I: Gii thiu v Trung tm Thng mi Quc t ITC Chng II: Phn tch hat ng Marketing Mix ca ITC v sn phm du Chng III: Mt s kin ngh v nhn xt

nhn Eneos ca tp on Nippon Oil ( Nht Bn )

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GVHD: Thy Bi Ngc Tuyn

CHNG 1 : GII THIU TNG QUAN V TRUNG TM THNG MI QUC T - ITC


1. 2. 3. 4. Lch s hnh thnh v qu trnh pht trin ca ITC Lnh vc hat ng C cu t chc nhn s Kt qu hat ng kinh doanh ca ITC

1. LCH S HNH THNH V PHT TRIN CA ITC 1.1 Lch s hnh thnh Tn giao dch Tn ting Anh Tn vit tt a ch T Fax Email Website : Trung Tm Thng Mi Quc T : International Trading Center : I.T.C : 95-101 Nam K Khi Ngha, P.Bn Thnh, Q.1, TP.HCM : (84.8) 8 298 189 8 295 413 : 84.8.8.222.904 :itchcm@hcm.fpt.vn : www.itchcm.com
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Logo:

Bo co thc tp

GVHD: Thy Bi Ngc Tuyn

Trc nm 1975, Trung tm thng mi quc t - ITC l thng x Crystal Palace mt thng x ni ting ca Si Gn c quy m v iu kin hat ng tng i tt. Sau nm 1975, thng x ny do Cosevina qun l v hat ng km hiu qu nn b ph sn. Theo quyt nh s 744/Q-UB ngy 13/12/91 ca UBND TP.HCM v vic bn giao cc c s ca cng ty Cosevina c cho cng ty Vng Bc Qu Thnh ph (SJC) cng nh N s 388/HBT ngy 20/11/91 ca Hi ng B trng v vic thnh lp v gii th doanh nghip nh nc, cng ty SJC mua li mt s c s ca cng ty Cosevina thnh lp Trung Tm Thng Mi Quc T - ITC nhm phc v nhu cu ca khch trong nc v quc t. Ngy 23/12/92, Trung tm Thng Mi Quc T ITC c php thnh lp v hot ng theo thng bo thnh lp DNNN s 2114/TB v Q thnh lp DNNN ca UBND TP H Ch Minh s 274/Q-UB. ITC l mt trong nhng Trung tm Thng mi ln ca TP.HCM, c php kinh doanh tng hp nhiu ngnh nhng chu s qun l ca Nh Nc, B Thng mi v nht l ca Cng ty Vng Bc Qy TP SJC. Lnh o ca ITC c trch nhim phi bo co nh k v tnh hnh hat ng ca n v mnh cho cc Ban Ngnh ch qun chc nng v cho HQT, Ban TG Cng ty SJC. Vi s vn iu l do ngn sch Nh nc cp l 2.500.000.000ng, ITC tr thnh mt t chc c t cch php nhn, c con du ring ng thi c m ti khon ring phc v cho vic kinh doanh va np thu cho Nh Nc. Ngoi ra, ITC cn c SJC tr vn v c php huy ng vn theo quy nh ca Nh Nc. 1.2 Qa trnh pht trin ca ITC Tri qua gn 15 nm hat ng, TTTMQT ITC t c nhng thnh tu ng k. Ban u khi mi thnh lp, ITC ch qun l ta nh trung tm chuyn cho thu mt bng kinh doanh bun bn cc mt hng tiu dng, xut nhp khu cc mt hng nng lm thy hi sn chnh (tiu, iu, c ph, tm, mc,). Sau ny, Trung tm m rng dn dn cc ngnh ngh kinh doanh nh: xut nhp khu hng kim kh-in my, lm i l phn phi cho cc i tc nc ngai, hat ng trong lnh vc nh hng khch sn, ku hi, tn dng,

Bo co thc tp

GVHD: Thy Bi Ngc Tuyn

n nay, mng lI hot ng kinh doanh ca ITC trI di t Bc vo Nam vI cc lnh vc phong ph, a dng bao gm:
- 1 Trung tm

mua sm

- 1 Khch sn Nh hng - 7 Ca hng bn v sa cha xe gn my ( 4 TPH Ch Minh , 3 Tnh Bnh Phc ) - 1 Trung tm bo hnh v phn phi sn phm VCD, DVD ( mng li phn phi vi 21 i l trn 11 tnh thnh ) - 1 Ca hng bn in thoi v thit b vn phng. - Nh phn phi du nhn ENEOS ca Nippon Oil Group ( Nht Bn ) gm 25 i l ti cc tnh ( 300 im bn l ) v ti TP.HCM ( 240 im bn l ). - Nh phn phi du nhn cho tp on Conocophillips. - Nh phn phi chnh thc my lnh HITACHI v my git SHARP ti min Trung Vit Nam ( 30 i l ti 11 tnh, thnh ) Trong sut qu trnh hat ng lu di ny, ITC thc hin tt v y nhng chc nng, nhim v m cc Ban, Ngnh ch qun giao cho, bao gm: 1.2.1. Chc nng: -Pht huy y nhng th mnh v truyn thng kinh doanh v nhng iu kin c s vt cht hin c nhm em li hiu qu kinh t x hi cao nht cho n v v Thnh ph. -Phc v v thc hin cc nhim v pht trin ca Thnh ph, ITC s l mi trng tip th gp phn thc y qa trnh tham gia phn cng hp tc trn bnh din quc t ca Vit Nam vi cc nc khc. -Gp phn phc v sn xut hng tiu dng, cung cp hng ha cho th trng ni a v xut khu, p ng nhu cu hng ha ca nhn dn, bnh n gi c trn th trng, to ngun thu ngn sch. -p ng ngy cng cao v huy ng kiu hi, gp phn tng ngun thu ngai t cho ngn sch Nh nc. -Xy dng m hnh kinh doanh mi, a dng, phong ph, i din cho m hnh kinh t quc doanh. 1.2.2 Nhim v:
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GVHD: Thy Bi Ngc Tuyn

-Thc hin y nhim v ca Nh nc giao v k hach cung cu hng ha trn th trng Thnh ph (nu c). -Xy dng v t chc thc hin cc k hach sn xut kinh doanh di hn, trung hn, ngn hn theo phng hng, ch trng, chnh sch pht trin kinh t x hi ca ng v Nh nc, quy hach ca Ngnh v k hach chung ca Trung tm. -Bo co v qun l, s dng, pht trin c hiu qu mi ngun vn c giao, khng ngng nng cao hiu qu, tng cng c s vt cht ca n v. -Thc hin y ngha v do Nh nc v cng ty ch qun giao. -Thc hin phn phi theo cht lng v hiu qu lao ng, nng cao thu nhp, trnh vn ha k thut, chuyn mn cho cn b cng nhn vin. -Tun th lut Nh nc v cc ch qun l kinh t tin t, tn dng, ti chnh, giao dch i ngai. -Bo v c s vt cht, trang thit b, bo v ti sn XHCN, thc hin tt cng tc bo h lao ng, an tan phng chy cha chy, bo v mi trng, gi gn an ninh chnh tr, trt t an tan x hi, an ninh quc phng. -T chc qun l v ch o cc n v trc thuc hat ng c hiu qu v ng quy nh hin hnh ca Nh nc v cng ty giao. Vo ngy 29/10/2002, mt s c ha han ln d xy ra ti ta nh ITC gy thit hi ln v ngi v ca. Mi hat ng ti y u b nh tr, vn phng ca ITC phi tm chuyn di ni khc, cc hat ng kinh doanh mua bn tm ngng. Tuy nhin, c s h tr kp thi ca cc c quan cp trn, ITC han tt cng tc tho d v chnh trang, ci to li ta nh, n nh vn phng lm vic, sp xp b my nhn s v khai trng tr li Trung tm mua sm ITC, duy tr v y mnh cc hat ng thng mi, dch v, xut nhp khu, m thm mt s ngnh hng kinh doanh mi. ITC, mt thng hiu Nh nc lm n thc s hiu qu, to c s tin cy, tn nhim t pha ngi tiu dng. Do vy, trong nm 2005, ITC c UBND TP.HCM ra Quyt nh chuyn hat ng sang Cng ty c phn, c vn iu l ban u 7,5 t ng. Theo Thng t 42/BTC ngy 20/5/2004 ca B Ti chnh v nh gi, xp loi Doanh nghip, ITC c nh gi xp loi l doanh nghip t loi A v va qua

Bo co thc tp

GVHD: Thy Bi Ngc Tuyn

ITC vinh d nhn c danh hiu Thng hiu ni ting nht Vit Nam nm 2006 do Phng Thng Mi v Cng Nghip Vit Nam t chc bnh chn. 2. LNH VC HAT NG ITC l mt t chc kinh doanh thng mi, xut nhp khu, dch v tng hp, hat ng ch yu trong cc lnh vc sau: 2.1 Kinh doanh tng hp ITC kinh doanh tng hp cc mt hng ni, ngai nhp cht lng cao: My mc Thit b Ph tng M phm Hng in t, gia dng Vn phng phm, qu lu nim da, gi da Hng th cng m ngh Vi si Qun o thi trang,... 2.2 Trung tm in my, tip th Chuyn mua bn, lp t, lp rp, sa cha, bo tr... cc lai: Hng kim kh in my in t - in lnh Hng in gia dng Hng thit b vn phng in thai di ng in thai bn Khng dy 2.3 Xut nhp khu Xut khu: thc phmch bin, nng sn (c ph, ht iu, u cc lai, ht tiu, rau qu, thc phm...), hi sn (tm, c, mc,...) Nhp khu: my mc thit b, nguyn vt liu (st thp, phn bn, ha cht, ht nha, g nguyn lu, cc mt hng khc,...)

Bo co thc tp

GVHD: Thy Bi Ngc Tuyn

Sn xut gia cng ch bin: nng, lm, thy hi sn, hng trang tr ni tht v thc phm xut khu. 2.4 Dch v tng hp

Kiu hi: VINA-USA, CAVIMEDIC, WESTERN UNION (ACB)

Thu i ngai t Cho thu mt bng t chc kinh doanh, trng by gii thiu sn phm Nh hng Du lch Qang co v tip th Lm i l bn hng, phn phi hng ha cho cc n v trong v ngai nc L nh phn phi chnh thc sn phm du nht ENEOS ca tp an du nht Nippon Oil (Nht Bn) trn tan lnh th Vit Nam. Khch sn Hu Ngh II: a ch Nhun in thai : (84.8) 844 4232 844 4657 Fax : (84 8) 844 5245 V tr khch sn Hu Ngh nm gn sn bay Tn Sn Nht, c cc chng lai phng phong ph, trang b tin nghi, hin i, c nh hng chuyn phc v cc mn n Vitu-, c chnh sch gi c linh hat kt hp vi dch v b sung a dng, i ng nhn vin c chuyn mn nghip v cao, nhiu kinh nghim, phc v tn tnh, chu o. 2.5 Cc ca hng Bn - Sa cha - Bo tr cc lai xe ca hng HONDA: 208 Cch Mng Thng Tm, Phng 17, Qun Tn Bnh, TP.HCM T: (84 8) 9 704 249 9 704 202 176 A Lc Long Qun, Phng 10, Qun Tn Bnh, TP.HCM T: (84 8) 8 6 2 704 9 74 0 454 Fax: (84 8) : 271/8 Nguyn Trng Tuyn, P.10, Q.Ph

Bo co thc tp

GVHD: Thy Bi Ngc Tuyn

Ph Ring , Th x ng Xai, Tnh Bnh Phc T Fax : 0651 881 349 2.6 Cc ca hng Bn Bo tr Sa cha cc lai xe ca hng YAMAHA (Sirius, Jupiter, Nouvo, Mio, Maximo, Classic,...) trc thuc SJC

1380 1384 ng Ba Thng Hai, P.2, Q.11, TP.HCM T Fax : (84 8) 960 6178 Ph Ring , Th x ng Xai, Tnh Bnh Phc T Fax : 0651 885 092 2.7 Ca hng Bn Bo tr Sa cha xe YAMAHA, HONDA: Tnh l 2, Th trn C Chi, H.C Chi T: (84 8) 7 902 589 Fax: 7 902 590 ng Nguyn Hu, Th trn An Lc, H.Bnh Long, T.Bnh Phc T: 0651 862 346 3. C CU T CHC NHN S : Trung tm thng mi ITC c b my nhn s lm vic lu nm vi trung tm, tch lu c khng t cc kinh nghim trong thng trng v nm r v cc hot ng ca trung tm. Tnh n nay, tng s CBCNV ti trung tm ln n 123 ngi, phn b rng khp cc lnh vc kinh doanh.

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GVHD: Thy Bi Ngc Tuyn

V tui: ngun nhn lc ca Trung tm ITC c tui bnh qun l 39 tui. y l tui tch lu c rt nhiu kinh nghim trong cc lnh vc sn xut kinh doanh ca Trung tm. Nhng cng vi tui trung bnh 39 - mt tui kh cao, y cng l thch thc kh ln trong vn tr ho ngun nhn lc. V trnh : Trnh Cao hc i hc Cao ng Trung hc ph thng tr xung Vi bng lao ng phn theo trnh trn, chng ta c th nhn thy nhn vin c trnh ph thng trung hc tr xung chim t l kh cao n 75.6%. Cc cp qun tr trc tip hay gin tip u c trnh chuyn mn cao ng tr ln. V cng tc hun luyn o to : ITC ch n vic nng cao nng lc lm vic cho cc CBCNV bng cch t chc cho nhn vin tham gia cc kho o to ngn hn ho di hn t nht mi nm mt ln v h tr 50% kinh ph. Trung tm cng nh ra mt mc ph nht nh dnh cho cng tc o to mi nm, khuyn khch ngi lao ng t rn luyn nng cao trnh chuyn mn ca bn thn. 3.1 S t chc: S lng 01 ngi 24 ngi 05 ngi 93 ngi T trng 0.8% 19.5% 4.1% 75.6%

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Bo co thc tp

GVHD: Thy Bi Ngc Tuyn

GAM C

PH GAM C

PHNG KINH DOANH-TIP TH

I BO V ITC

TRUNG TM MUA SM ITC

KHCH SN HU NGH II

PHNG K TON TI V

PHNG T.CHC HC Q.TR

THU I NGOI T B PHN KINH DOANH XNK B PHN KD IN MY-TIP TH I L PHN PHI DU NHN NIPPON OIL CC I L BN XE (Ti Bnh Phc) CA HNG THIT B VN PHNG-TD CC I L BN XE (Ti TPHCM)

KIU HI

I L PHN PHI MY GIT SHARP

CH I L XE HONDA Ph Ring , TX ng Xoi

CH I L XE HONDA 270 CMT8,P.17,Q.TB

I L PHN PHI MY LNH HITACHI ( TNH MIN TRUNG)

CH I L YAMAHA Ph Ring , TX ng Xoi

CH I L HONDA 176A Lc Long Qun, Q.TB CH I L YAMAHA 1380-1384 ng 3/2, Q. 11 CH KD XE GN MY Th trn C Chi, H.C Chi

CH KD XE GN MY T.Trn An Lc, H.Bnh Long

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Bo co thc tp

GVHD: Thy Bi Ngc Tuyn

3.2 Chc nng, nhim v cc phng ban: 3.2.1Ban Gam c Trung Tm Gam c l i din php nhn ca ITC, chu trch nhim trc Tng Cng ty v mi hat ng ca Trung tm ng thi l ngi trc tip lnh o, iu hnh, t chc cc hat ng ca ITC theo ch mt Th trng. Gam c Trung tm do Gam c cng ty VBQTP (SJC) b nhim, min nhim. 3.2.2 Cc phng, ban chc nng: Phng T chc - Hnh chnh Qan tr -Ph trch t chc qun l nhn s, hnh chnh cng nh mi hat ng i ni ca ITC. -Phn cng, s dng hp l ngun nhn lc vo ng v tr, ng chuyn mn tt c cn b cng nhn vin c th pht huy ti a nng lc, em li nng sut lao ng cao nht. -Qan l cht ch ti sn, c s vt cht, trang thit b ca Trung tm. Phng K tan Ti v -Qan l, s dng v khng ngng nng cao hiu qu ng vn tt c mi ngun vn ca cng ty -Thc hin tt ch quyt tan, cc bo co ti chnh, bo co thng k nh k cho cc cp qun l, cc c quan ch chc nng v lm ngha v np thu theo qui nh Php lut. -Chp hnh nghim chnh Php lut Ti chnh, Tn dng Nh nc. -Kim tra cc chng t, ha n; thc hin cc nghip v k tan, kim tan; theo di cc qu BHXH, qu tin lng ng u l K tan trng, c nhim v gip Gam c qun l cc cng tc k tan thng k ca ITC; C cc quyn v ngha v theo iu l K tan trng do Nh nc quy nh. Phng Kinh doanh, Tip th L n v trc tip t chc cc hat ng sn xut kinh doanh thng mi tng hp, xut nhp khu cc ngnh, cc mt hng phc v cho tiu dng, sn xut, bn bun

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Bo co thc tp

GVHD: Thy Bi Ngc Tuyn

v bn l nh: b phn kinh doanh kim kh in my,b phn kinh doanh du nht, b phn xut nhp khu cc mt hng nng-lm thy hi sn,... Gp phn p ng, cung cp hng ha, bnh n gi c th trng cho cc n v sn xut kinh doanh trong v ngai nc Phng kinh doanh cn c nhim v tnh tan, thng k, phn tch, d bo nhu cu th trng, lp k hach kinh doanh, hach nh chin lc tip th, t chc tip cn th trng cho tng lai sn phm, tng ngnh kinh doanh c trung tm. i Bo v -Bo v tt ti sn X Hi Ch Ngha -T chc mng li bo v an tan cho tnh mng, phng tin , ti sn vt cht ca Trungtm -m bo an ninh trt t, an tan x hi ti khu vc Trung tm hat ng -Thng xuyn xy dng, luyn tp cc phng n phng chy cha chy v m bo an tan phng chy cha chy -C tinh thn trch nhim cao, sn sng i ph cc s c bt ng xy ra. 4. KT QU HAT NG KINH DOANH CA ITC NM 2005
Tng doanh thu : 240.278 triu ng

Doanh thu ni thng : 226.982 triu ng Doanh thu ngai thng : 5.934 triu ng Doanh thu dch v : 7.362 triu ng
Tng kim ngch Xut Nhp Khu : 599.000$

Xut khu : 373.000$ Nhp khu : 226.000$


Tng li nhun : 2.217 triu ng Tng qu lng : 4.865 triu ng

Thu nhp bnh qun thng : 3.296.408 ng/ngi/thng

D kin cc ch tiu ti chnh ch yu cc nm 2006 - 2008 : Trn c s cc nh hng pht trin v cc bin php thc hin nu trn, Cng ty d kin kt qu hot ng 03 nm ti nh sau :

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GVHD: Thy Bi Ngc Tuyn

STT 1 2 3 4

CH TIU Tng doanh thu Li nhun trc thu T l li nhun trc thu / vn iu l T l c tc hng nm / vn iu l

vt: triu ng 2006 2007 2008 220.000 235.400 251.900 2.450 2.597 2.753 32,7% 34,6% 36,7% 11,8% 12,5% 13,2%

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Bo co thc tp

GVHD: Thy Bi Ngc Tuyn

CHNG 2: PHN TCH HAT NG MARKETING MIX CA ITC I VI DU NHN ENEOS THUC NIPPON OIL GROUP (NHT BN)
1. Khi nim v Marketing Mix 2. nh hng ca cc yu t mi trng n hot ng Marketing Mix ca ITC i vi sn phm du nhn ENEOS 3. Thc trng cc hot ng Marketing Mix ca ITC v du nhn ENEOS 4. Mt s nhn xt v kin ngh

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Bo co thc tp

GVHD: Thy Bi Ngc Tuyn

1.

KHI NIM MARKETING MIX:

nh ngha v Marketing Mix Marketing Mix l s phi hp hay sp xp nhng thnh phn ca Marketing sao cho ph hp vi hon cnh thc t. Nu s phi hp hay sp xp ny m tt th cng vic kinh doanh ca cng ty s t hiu qu cao. Bn thnh phn ca Marketing Mix hay cn gi l chin lc 4P ca Marketing gm: chn. Cc yu t ca Marketing Mix u hng vo ngi tiu dngv chu nh hng quan trng ca cc mi trng kinh t, x hi, chnh tr, cng ngh v cnh tranh. Vai tr, v tr ca Marketing Mix i vi hot ng kinh doanh phn phi du nhn Eneos ca ITC: Mun thnh cng trong kinh doanh, mi doanh nghip cn phi hiu r th trng, hiu r nhu cu ngi tiu dng cng nh cc i th cnh tranh v xem xt tim lc, kh nng ca mnh. t , doanh nghip c nhng hng i ph hp. Bn thn Trung tm Thng Mi Quc t ITC khi kinh doanh mt hng du nhn cng cn phi tm hiu th trng, ngi tiu dng,. c th ra nhng chin lc kinh doanh hiu qu. Trong , vic xy dng v thc hin chin lc Marketing Mix ng mt vai tr ht sc quan trng. N th hin s linh hot, thch ng mt cch nhanh nhy ca Trung tm ITC trc nhng thay i ngn hn ca th trng cng nh em li mt kt qu kinh doanh cao nht (va tit kim chi ph va m bo li nhun ti a). T vic lp chin lc Marketing Mix, Trung tm s c th phn b cc ngun lc v ti chnh, nhn s, vt lc,cho cc chin lc nh (gi c, phn phi, sn phm, chiu th) mt cch hp l v t chc thc hin, kim tra t hiu qu cao nht. Ti th trng Vit Nam, du nhn ENEOS l mt sn phm mi, cn xa l i vi ngi tu dng. Nu ngay t ban u Trung tm c mt chin lc Marketing Mix ng n th s Sn phm (Product) Ga c (price) Phn phi (Place) C ng Chiu th (Promotion)

Marketing Mix lun gn vi mt phn khc th trng hay mt th trng mc tiu la

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Bo co thc tp

GVHD: Thy Bi Ngc Tuyn

gip ENEOS (Nht Bn) khng nh c thng hiu trn th trng v cnh tranh c vi cc thng hiu c mt lu i nh: CASTROL, SHELL, MOBIL, ; to cho s pht trin doanh s, th phn trong tng lai. 2. CC YU T MI TRNG NH HNG N HAT NG MARKETING MIX CA ITC VDU NHN ENEOS 2.1 nh hng ca mi trng v m: Mi trng v m bao gm: Mi trng dn s - kinh t, t nhin k thut, chnh tr - php lut, vn ha x hi. Vic phn tch mi trng v m s gip cng ty tr lI cu hI: Cng ty ang I mt vI nhng vn g? Mi trng Dn s - Kinh t: Kinh t Vit Nam nm 2005 tip tc tng trng mnh. C Chnh ph ln cc doanh nghip ang ra sc I mI, t han thin mnh chun b gia nhp mt sn chi mI ln hn ca nn kinh t th giI: WTO. Tc tng trng GDP nm 2005 tng 7,8% so vI nm 2004, tip tc dn u khu vc ng Nam , hng th hai chu sau Trung Quc. Thu nhp bnh qun u ngI t 640 USD (Theo Bo co ca Phin hp Chnh Ph thng k thng 3/2006). VI dn s khang 81 triu ngI, dn s tr chim hn 60%, ring TPHCM trn 7 triu ngI th Vit Nam l mt th trng c tim nng v sc tiu th rt ln. Nm 2005 mc d nn kinh t gp khng t kh khn do nhng yu t khch quan nh thin tai, bo lt, dch cm gia cm, gi xng du th giI tng cao khin cho gi c trong nc cng leo thang, khin cho sc mua gim. Nhng nh c s iu chnh, can thip kp thI ca Chnh ph cng nh cc c gng han tt nhng th tc cuI cng Vit Nam c th gia nhp WTO vo thng 6 nm nay gip nn kinh t Vit Nam tng bc vt qua kh khn, tip tc pht trin v tng trng n nh. Mi trng T nhin K thut: Do ITC khng trc tip sn xut ra sn phm m ch nhp th ri ng hp, vo bao b ti Vit nam nn hu nh khng b nh hng bI mi trng k thut, cng ngh. Mi trng Chnh tr - Php lut: Nm 2005, Chnh ph vn cn hn ch vic ng k xe gn my, gy ra nhiu kh khn cho cc doanh nghip hat ng trong lnh vc sn xut xe gn my cng nh cc sn phm c lien quan nh: du nhn, cc linh kin ph tng ca xe, Th nhng u nm 2006, Lut mI c ban hnh, bi b vic 1 ngI ch c ng tn s hu 1 xe gip cho th trng xe gn my tI Vit Nam bt u hat ng nhn nhp tr li. y l mt tn hiu vui I vI cc doanh nghip hat ng trong lnh vc ny. 18

Bo co thc tp Mi trng Vn ha X hI:

GVHD: Thy Bi Ngc Tuyn

NgI dn Vit Nam d i u, lm g cng c thi quen s dng xe gn my, cha c thi quen s dng cc phng tin vn tI cng cng. Chic xe gn my th hin cho s t tin, nng ng, c lp, t ph thuc ca nhng con ngI Vit Nam tr tuI, nhit tnh, hng say trong cng vic. Cc trang thit b, c s h tng ca h thng giao thng cng cng tI nc ta cn nhiu yu km nn vic ngI dn ch thch s dng xe gn my l iu tt yu. i vi mi ngi dn Vit Nam, xe gn my dng nh l mt ngi bn ng hnh thn thit trn mi no ng. Trong tng lai, do nn kinh t ang tng trng mnh vI dn s tr nn nhu cu v xe gn my s cn tng cao trong vng 5 nm tI, dn n nhu cu v du nhn xe my cng tng theo v s l mt th trng hp dn, y tim nng cho cc nh sn xut. 2.2. nh hng ca mi trng vi m: Mi trng vi m bao gm cc nh cung cp, cc trung gian tip th, cc I th cnh tranh v cc giI chc c lin quan nh giI truyn thng I chng, ti chnh ngn hng, chnh quyn a phng cc cp, ITC l I l phn phI chnh thc cho sn phm du nhn ENEOS ca tp an Nippon Oil, khng qua trung gian tip th no. Th trng du nhn Vit Nam hin nay ang rt si ng vI khang 10 nhn hiu nI ting th giI nh: CASTROL (thuc lin doanh Castrol Group Si Gn Petro), MOBIL (thuc Exxon Mobil Group), CALTEX (thuc Chevron Group), ADVANCE (thuc Shell Group), TOTAL,Ngai ra, cn c khang 20 nhn hiu ca cc cng ty nI a, va v nh nh: VILUBE, RACE,V vy, Vit Nam va l mt th trng y tim nng va l mt cuc chin khc lit dnh cho cc nh sn xut, kinh doanh du nhn trong v ngai nc. Hin nay, CASTROL ang l thng hiu dn u th trng v doanh s cng nh th phn vI hn 15.000 I l bn l trn tan lnh th Vit Nam. Cc dng sn phm ca CASTROL c a chung nh: Power 1, Activ, Go. Tp on Chevron Texaco (M) vi sn phm CALTEX, l thng hiu xp hng th 3 ti Vit Nam theo Nghin cu th trng ca AC Nielsen thng 10/1999, hin c 2 nh my sn xut du nhn ngay ti Vit Nam. Tng cng ty du kh Vit Nam Petrolimex vi sn phm RACER cng chim 21-23% th phn du m nhn, c 2 nh my ang hot ng vi cng sut pha ch 25.000 tn/nm/nh my.

19

Bo co thc tp

GVHD: Thy Bi Ngc Tuyn

Tnh n cui nm 2005, c khong 13 triu xe gn my ang lu hnh ti Vit Nam vi cht lng cng nh gi c t thp n cao. Cc doanh nghip d botrong nm 2006 s tng thm 1,5 triu chic (ngun Cc kim nh Vit Nam) do thng 1/2006 Chnh ph bi b quy nh 1 ngi ch c ng k s hu 1 xe v cc hng sn xut xe gn my nh Honda, Yamaha, SYM, Suzuki, ang lin tip tung ra th trng nhng dng sn phm mi cht lng cao, gi c hp l p ng nhu cu, th hiu a dng ca ngi tiu dng. V vy, d bo nhu cu v du nhn bi trn ng c xe gn my nm 2006 s mc 175180 triu lt. 3. XC NH TH TRNG MC TIU: Thng thng, th trng du nhn c phn khc da trn cp cht lng sn phm o lng theo tiu chun API (Ch u l S, ch sau cng l mt ch ci quy nh cp cht lng). Phng kinh doanh ca ITC cng da trn cc phn khc ny xc nh th trng mc tiu cho du nhn ENEOS. Theo tiu chun o lng API, th trng du nhn xe gn my ti Vit Nam hin c 4 cp cht lng ph bin tng ng vi 4 phn khc th trng, bao gm: Phn khc th trng cp cht lng ho hng (API SJ) cp cht lng ho hng, ch cc cng ty du nhn hng u th gii sn xut nh: CASTROL, EXXON MOBIL, CHEVRON TEXACO, BP, H sn xut loi sn phm ny khng v mc tiu kinh doanh m ch yu phc v cho cc cuc ua xe motor phn khi ln da trn vic ti tr cho cc i ua. Nu i ua ginh chin thng, hnh nh cng nh thng hiu ca cng ty cng c khng nh trong nhn thc ngi tiu dng. Ga bn loi sn phm ny rt cao,gp 3-4 ln so vi cc cp cht lung khc. Ti Vit Nam, ch c mt s im bn l ti TP.HCM, H Ni bn loi du nhn ho hng ny v gi qu cao v xe motor trn 170cc (loi xe thch hp nht vi du ho hng) khng c php lu thng. Phn khc th trng cp cht lng cao (API SG) Hu ht cc cng ty sn xut kinh doanh du nhn ti Vit Nam tp trung vo phn khc th trng ny v cht lng sn phm cao, gi c li ph hp vi nhu cu v mc thu nhp ca i a s ngi tiu dng Vit Nam. Phng kinh doanh ca ITC xc nh y l th trng mc tiu cho du nhn ENEOS. Phn khc th trng cp cht kng trung bnh (API SF)

20

Bo co thc tp

GVHD: Thy Bi Ngc Tuyn

Trc khi sn phm cp cht lng cao ra i, du nhn cp trung bnh l sn phm ch lc ca cc cng ty sn xut kinh doanh du nhn trn th trng Vit Nam vo u nhng nm 90. y l sn phm c khuyn dng cho xe gn my 100cc tr xung, gi c tng i, m bo vic bi trn, gii nhit, lm sch ng c xe. Phn khc th trng cp cht lng thp (API SE) Cht lng thp y khng phi cht lng khng t yu cu m l cht lng ph hp dng cho xe c, xe 50cc. Nhng loi xe ny lu thng vi tc khng cao, hot ng trong mi trng khng khc nghit. Qua vic phn tch cc phn khc th trng nu trn, phng Kinh doanh ITC xc nh phn khc th trng cp cht lng cao l th trng mc tiu ca sn phm du nhn ENEOS. y l phn khc c doanh s cao nht v cng nhiu i th cnh tranh nht, nhng i th c mt lu nm, nhiu kinh nghim, h thng phn phi rng khp trn th trng Vit Nam. Nhu cu v du nhn cht lng cao cng ang tng mnh do thu nhp ngi tiu dng c ci thin, h mua xe c cht lng cao v tt yu l s s dng du nhn cht lng cao bo v, ko di tui th ng c xe. T vic xc nh th trng mc tiu, phng kinh doanh s xy dng v t chc thc hin cc hot ng Marketing Mix sao cho ph hp vi kh nng ca cng ty v cnh tranh c vi cc i th t hiu qu kinh doanh ti a. 4. THC TRNG CC HOT NG MARKETING MIX CA ITC V DU NHN ENEOS 4.1 Chin lc sn phm (Product Strategy) Du nhn ENEOS l sn phm ca Nippon Oil Group c sn xut theo k thut cng ngh hin i ca Nht Bn. Du nhn c ITC nhp khu trc tip v Vit Nam sau c pha ch, ng hp ti Nh B, TP.HCM. Sn phm c ITC bn ra trn th trng Vit Nam l loi ENEOS SAE 40 API SG t cc ch tiu cht lng sau y: Ch tiu cht lng nht ng hc 100C Ch s nht Tr s kim tng (mgKOH/g) Nhit chp nhy c h to bt ( 93,3 C) Tng hm lng Ca,Mg,Zn Mc gii hn 12.5 16.3 95 Min 8.0 Min 210 Max 50/0 Max 0.25 Min 21 Phng php kim nghim ASTM D445 ASTM D2270 ASTM D2896 ASTM D92 ASTM D892 ASTM D4628

Bo co thc tp (% khi lng) Hm lng nc (% th tch) 0.05Max

GVHD: Thy Bi Ngc Tuyn

ASTM D95

Ngoi nhng cng dng ca du nht thng thng nh: bi trn ng c, lm sch, chng n mn r st, gii nhit cho ng c gip xe vn hnh m i, ko di tui th ng c th du nhn ENEOS cn c nghin cu sn xut sao cho thch hp vi cc ng c xe c ch to theo cng ngh Nht, ph hp vi nhu cu i li cng cao ca ngi tiu dng Vit Nam. V mu m, bao b du nhn ENEOS c thit k p mt, hp dn thu ht khch hng vi tn ENEOS mu trng ni bt trn nn v cam, d gy ch cho khch hng. Du nhn c ng hp trong can nha c th tch 1 lt v 0.8 lt. Mt trc can c in logo, tn nhn hiu, tn nh sn xut.Mt sau, c in logo, th tch v hng dn cch s dng sao cho an ton, hiu qu, bo m v sinh mi trng. C 24 can nha s c ng trong 1 thng carton dy, cng d vn chuyn, m bo an ton cho vic lu kho. Chin lc gi (Price Strategy) nh gi bn: ITC tin hnh nh gi bn theo iu kin sau: - Trc tin gi bn phi b p vo cc chi ph bao gm: gi mua, chi ph vn chuyn, bn hng, qun l, lu kho, - Ga bn phi cnh tranh c vi sn phm cng loi (cht lng API SG) ca i th cnh tranh trn th trng. Tuy nhin gi bn ny ch p dng cho cc khch hng trc tip ca ITC, cn gi bn cho ngi tiu dng do nh bn l quyt nh. Phn loi gi bn cho nh bn l v i l: Trong kinh doanh du nht, ITC c 2 dng khch hng chnh l nh bn l TP.HCM v i l Tnh. i vi mi loi khch hng, ITC s p dng mt khung gi ring da vo c im sau y ca khch hng: i l ( Tnh) Mua hng s lng ln An ton khi thu n i l bn li cho nh bn l a phng Nh bn l (TP.HCM) Mua hng s lng nh Km an ton khi thu n Nh bn l bn trc tip cho khch hng

22

Bo co thc tp

GVHD: Thy Bi Ngc Tuyn

Nh vy i l mua hng s lng ln,tr tin qua ngn hng, l trung gian gia ITC v nh bn l tnh. T y, ITC c th nh gi bn thp hn cho i l v gi bn cao hn cho nh bn l TP.HCM ( s lng nh, kh thu n ) Loi khch hng 1 lt i l Nh bn l 30.000 33.000 G 0.8 lt 29.000 30.000

Bng bo gi du nhn ENEOS SAE 40 API SG thng 5/2006. Chit khu: ITC c ch chit khu cho khch hng mua sn phm ENEOS theo hai hnh thc: Chit khu thanh ton : vi mc gi bng trn, khch hng c 15 ngy thanh ton tin hng. Nu khch hng tr tin ngay khi giao hng s c gim 2% gi tr ha n. Chit khu thng mi: khuyn khch khch hng quan tm mua hng s lng ln, ITC a ra hnh thc chit khu nh sau: Nu khch hng mua trn 60 thng s c gim 2% gi tr ha n.

4.3 Chin lc phn phi (Place Strategy)

ITC c mng li phn phi trn tan lnh th Vit Nam v c m hnh t chc phn phi du nhn ENEOS nh sau: ITC i l Tnh Nh bn l Tnh

Nh bn l TP.HCM Cng tc phn phi c thc hin nh sau: 4.3.1 Phng tin phn phi: ITC giao hng cho i l bng cch gi hng ti cc bn xe ti TP.HCM. Xe ti s vn chuyn hng t TP.HCM n bn xe ti ca tnh cn giao hng. i l s nhn hng ti bn xe ti ca tnh. 23

Bo co thc tp

GVHD: Thy Bi Ngc Tuyn

Cn nh bn l ti TP.HCM, ITC cho nhn vin trc tip i giao hng bng xe my. Cc nhn vin ny lp thnh i nhm theo khu vc ( Qun 1, Qun 3,...) c trch nhim giao hng tn ni v thu tin khch hng cho cng ty. 4.3.2 a im phn phi: TP.HCM, ITC phn phi cho cc nh bn l khp cc Qun, Huyn. cc tnh thnh khc, ITC phn phi cho cc i l chuyn kinh doanh du nht xe gn my. Tnh thnh Ngh An BMT Bin Ha Bn Tre H NI Bnh Thun Tin Giang Vng Tu Cn Th Ph Yn Qang Ngi Bc Liu C Mau Kin Giang Tr Vinh a ch Din Chu, Ngh An Phm Ng Lo, TP.BMT Cch Mng Thng Tm, P.Thanh Bnh, Bin Ha Ph Khng Km13 Quc l 1A, Thanh Tr, H NI V Th Su, TP.Phan Thit L LI, TP.M Tho Nguyn An Ninh Ng Quyn L LI, Th X Tuy Ha Quang Trung Trn Ph, Th x Bc Liu Phan nh Phng Mai Th Hng Hnh L LI, Th x Tr Vinh

24

Bo co thc tp

GVHD: Thy Bi Ngc Tuyn

Vnh Long An Giang Sc Trng

Ph C iu Trn Hng o Hm Nghi, Th x Sc Trng

Danh sch cc Danh sch cc i l Tnh ca ITC 4.3.3 Knh phn phi ITC bn trc tip cho cc nh bn l TP.HCM v bn gin tip cho cc nh bn l cc Tnh Thnh khc thng qua i l t ti tnh . Nh bn l TP.HCM l nhng tim bn ph tng, tim sa v ra xe gn my,Nhng nh bn l ny c ITC trc tip giao hng khi c yu cu. i l Tnh: l nhng nh chuyn bn s du nhn xe my mt Tnh no . i l nhn hng ca ITC rI phn phi li cho cc nh bn l trong Tnh. Nh vy i l l trung gian gia ITC v nh bn l Tnh. Nh bn l Tnh: cng l nhng tim bn ph tng, tim sa ra xe,H s nhn hngt i l tnh ri bn l cho ngI tiu dng. Nh bn l Tnh khng trc tip nhn hng t ITC m thng qua I l Tnh mnh. 4.4 Chin lc chiu th (Promotion Strategy) Qung co: y l mt hn ch ca ITC, v nhiu l do khc nhau m ENEOS ch c qung co bng t ri v bng qung co ngai tri, khng qung co trn bo i. T bm qung co Sn phm ENEOS gii thiu c 2 thng tin quan trng: l thng tin v Du nhn xe gn my cao cp cho ng c 4 th v thng tin thuyt phc khch hng Cng ngh Nht Bn - Du nhn s 1 ca Nht Bn . Khuyn mi: Th trng Du nhn Vit Nam cnh tranh khc lit. Cng ty no khuyn mI hp dn hn s bn c hng. Mi cng ty a ra mt

25

Bo co thc tp 5. NHNG KT QU T C

GVHD: Thy Bi Ngc Tuyn

Sau 2 nm c mt trn th trng Vit Nam, thng qua nh phn phi chnh thc l Trung tm thng mi quc t ITC, sn phm du nhn ENEOS ca Nippon Oil Group chim c mt th phn ng k trong tng th phn du nhn xe gn my ti Vit Nam. Doanh thu ca du nhn ENEOS nm 2005 t 3.838 triu ng, s lng bn l 4.650 thng (t ? % so vi k hoch ra nm 2004), chim bao nhiu th phn. Mng li phn phi ? bao nhiu tnh, thnh; ring TP.HCM ? i l. Trc nhng con s kh quan ny, phng kinh doanh ca ITC t ra ch tiu, k hoch cho nm 2006 nh sau: Doanh thu: 4.650 triu ng (tng 121,16% so vi nm 2005) S lng: 8.000 thng (tng 117,37% so vi nm 2005) ng thi, nm 2006, b phn kinh doanh phi tip tc m rng th trng, tm kim cc khch hng mi tng doanh s, th phn.

26

Bo co thc tp

GVHD: Thy Bi Ngc Tuyn

CHNG 3: MT S NHN XT V KIN NGH


1. NHN XT 2. KIN NGH

27

Bo co thc tp 1. NHN XT

GVHD: Thy Bi Ngc Tuyn

Qua vic phn tch hot ng Marketing Mix ca Trung tm Thng mi Quc t ITC v du nhn ENEOS chng 2, em c nhng nhn xt sau: u im: ITC nm c c hi kinh doanh trn th trng du nhn xe gn my c h tr ngun vn t cc cp ban ngnh ch qun ITC l mt thng hiu Nh nc uy tn, kinh doanh c hiu qu khin cho khch hng yn tm mua v s dng sn phm du nhn ITC c chnh sch gi c tng i hp l cho tng loi khch hng. i ng bn hng ca ITC ch ng trong vic tm kim khch hng lm i l cho sn phm ca mnh, nht l th trng Tnh qua nhng hot ng gii thiu sn phm, qu tng khuyn mi, Mng li phn phi tri di t Bc vo Nam vi cc i l, cc im bn l, c lng khch hng trung thnh C s u t, tp trung ngun lc cho i ng nhn vin bn hng, cho cc hot ng khuyn mi Hn ch: Khng ch ng trong vic giao hng v cha c xe ti chuyn dng. Cha c i ng giao hng, nhn vin tip th phi kim lun nhim v giao hng nn khng c thi gian, iu kin tm kim khch hng, m rng th trng. Cn ph thuc nhiu vo cng ty i tc Nippon Oil trong vic qung co, khuyn mi cng nh cha c ngun ngn sch ring cho cc hot ng chiu th, c ng, chnh sch khen thng, khuyn khch khch hng y mnh doanh s. Cha t chc c cchot ng khuyn mi quy m ln cho ngi tiu dng nh cc cng ty CASTROL, BP, Petrolimex, ITC phi i mt vi p lc cnh tranh t cc i th c mt lu nm trn th trng, c nhiu kinh nghim bn hng cng nh h thng phn phi, cc i l rng khp ton lnh th, cc dch v chm sc khch hng hiu qa,

28

Bo co thc tp

GVHD: Thy Bi Ngc Tuyn

ITC cn b hn ch v chng loi sn phm, ch kinh doanh duy nht loi ENEOS SAE 40 API SG.

2.

KIN NGH Sau khi Chnh ph bi b quy nh 1 ngi ch c ng k s hu 1 xe gn my vo thng 1/ 2006, ngay lp tc th trng du nhn xe gn my cng hot ng nhn nhp tr li ging nh th trng xe gn my. Cc sn phm mi xut hin ngy cng a dng, phong ph t du nhn thng thng n du nhn dnh cho xe tay gas, xe Scooter, du tng sc bn ng c ,Cc hot ng chiu th, c ng c t chc vi quy m ngy cng ln, to c s ch t khch hng. Cha k nu Vit Nam c th gia nhp t chc WTO trong nm 2006 th tt c cc doanh nghip ang hot ng s gp rt nhiu kh khn, th thch, p lc cnh tranh ngy cng gay gt, nhu cu khch hng cng ngy cng cao v cht lng sn phm, dch v v cc hot ng hu mi. ITC va chuyn sang cng ty c phn nn s phi t lc trong cc hot ng kinh doanh ca mnh. V vy c th t doanh thu, th phn nh d kin th b phn kinh doanh ca ITC s phi c nhng k hoch, chin lc ht sc c th, r rng, hu hiu v hot ng Marketing Mix. Qua vic phn tch nhng u im v hn ch v hot ng Marketing Mix ca TTTMQT ITC I vi du nhn ENEOS nu trn, em xin c mt s kin ngh nh sau: 2.1 Sn phm: BI v ITC k kt hp ng lin doanh hp tc vI Nippon Oil Group lm I l phn phI chnh thc cho du nhn ENEOS tI Vit Nam nn ITC s khng th ch ng v mt cI tin, nghin cu ch to nhng loI sn phm mI. Hin nay ITC ch c th thng lng vI bn I tc kinh doanh thm nhng sn phm cng loI cht lng cao nhng c thm nhng tnh nng mI p ng nhu cu, th hiu khch hng. Sp tI ,c th Nh nc Vit Nam s cho php nhp khu v lu thng xe gn my t 170cc tr ln nn nu c th ITC s kinh doanh thm loI du nhn cht lng ho hng. 2.2 Ga bn: Ga cho bn ca ITC n cc nh phn phI vn cn cao so vI ccI th cnh tranh kinh doanh cng loI du nhn cht lng cao. Nhng iu ct li l ITC nn thng nht gi bn sn phm n tay ngI tiu dng cuI cng. 2.3 Phn phI 29

Bo co thc tp

GVHD: Thy Bi Ngc Tuyn

Qua 2 nm du nhn ENEOS c mt tI th trng Vit Nam, ITC thit lp c mt mng lI phn phI rng khp, xuyn sut tI cc Tnh ,Thnh. Nhng vn cn mt s th trng cn b b ng, nht l tI cc TP ln nh: TP.HCM (ch c 300 I l), H NI (1 I l), Nng (cha c I l),cng nh cc thnh ph v tinh trng im. ITC nn m rng h thng phn phI ra cc tnh min Bc Trung B, khu vc ng bng sng Hng ang c s tng trng mnh v kinh t, dn c ng c, ng thI, ITC nn thit lp mng lI phn phI mt cch c h thng, chuyn nghip cho du nhn ENEOS theo m hnh sau y: Tng I l cp khu vc Tng I l cp Tnh, TP Nh bn s Nh bn l

NgI tiu dng Tng I l cp khu vc gm c: TP.HCM, cc tnh min Bc, Bc Trung b, Nam Trung b, min ng Nam b, ng bng sng Cu Long, Ty Nguyn. Khu vc min Bc s c tng I l phn phI cp tnh, TP H NI, Thi Nguyn, Hng Yn, 2.4 Chiu th- C ng So vI cc nhn hiu c mt trn th trng t nhng nm cuI thp nin 80 n u nhng nm 90, du nhn ENEOS vn cn l mt ci tn mI m, cha thc s gy ch , n tng trong nhn thc ngI tiu dng. Cho nn v pha khch hng l cc nh phn phI, h vn cn d chng vic ph phI v tiu th cho nhn hiu ENEOS. Do vy, mun m rng th phn, nng cao doanh s bn th ITC cn phI tin hnh nhiu nhiu bin php chiu th, c ng nhm qung b nhn hiu ENEOS n cc nh bn bun, bn l tc l phI tng cng, y mnh hn na cc hot ng qung co, khuyn mi, cho hng c nhn, quan h cng ng I vI cc I tng ny. Xt v quy m v loI hnh doanh nghip, em nhn thy ITC nn s dng chin lc y, trong cng ty phI lm tt cc hot ng qung co, khuyn mi n giI bun bn s h y hng i qua cc trung gian bn l. C ngha l ITC phi ch ng qung co n nh bn s, t nh bn s lI ch ng qung con nh bn l, t y h lI ch ng tip cn v qung co y sn phm n ngI tiu dng cuI cng.

30

Bo co thc tp

GVHD: Thy Bi Ngc Tuyn

Cng ty ITC

Nh bn s

Nh bn l

NgI tiu dng

C mt tI Vit Nam 2 nm vI slogan ENEOS-Du nhn s 1 Nht Bn nhng sn phm thc s vn cha gy n tng mnh n ngI tiu dng h bit c nhn hiu ny, nh tn, tm mua v mua lu di do khng c qung co rng ri trn cc bo, i m ch qung co qua cc pan, banner, poster, t bm, Mt thc t l ngn sch dnh cho chiu th, c ng ca ITC rt thp v chu s chi phI ca cng ty I tc. V vy, cI thin tnh hnh ny, ITC nn trch ra t 5%-10% trong lI nhun ca nm 2005 dnh cho vic qung b, giI thiu sn phm, nu c nn ng qung co thng tin sn phm trn cc bo c lng c gi ln nh: TuI Tr,Thanh Nin, Si Gn Tip Th, Tip Th&Gia nh, hay nh cc i pht thanh truyn hnh a phng, V khuyn mi, ITC nn t chc cc hot ng rt thm trng thng cho cc I l, tng qa cho cc I l c lng tiu th vt ch tiu, t chc cc hI ngh khch hng qung b, giI thiu sn phm; tng mc chit khu thanh ton ln t 3-5% khuyn khch khch hng tr tin ngay, y nhanh tc lu chuyn kho; tng mc chit khu thng mI ln 35% khuyn khch cc trung gian phn phI tn kho nhiu hn.

31

Bo co thc tp

GVHD: Thy Bi Ngc Tuyn

V cho hng c nhn, ITC cn t chc, o to I ng nhn vin tip th c chuyn mn nghip v bn hng, bit giao t, kim sot cng vic tm kim nhng khch hng mI cng nh gi chn cc khch hng trung thnh. Mun vy, Trung tm cng phI thit lp mt ch , chnh sch hoa hng, khen thng hp l, hiu qu. V quan h cng ng, do ITC khng iu kin t t chc cc hot ng ti tr, nn ITC c th cng hp tc vI cc cng ty khc v d nh hp tc vI Cng ty HONDA Vit Nam ( mt i tc c quan h lm n thn thit, lu di ca ITC) tham gia chng trnh tng m bo him cho hc sinh tiu hc, ti tr cho cc cuc thi tm hiu An ton Lut l Giao thng trn bo, i pht thanh, i truyn hnh, tham gia ti tr cc hot ng v mc tiu cng ng, bo v mi trng, to n tng tt p n khch hng. ng thI, ITC cng phI thng xuyn nghin cu, theo di nhng s thay I ca mi trng xung quanh nh: I th cnh tranh, th trng, nhu cu, th hiu ngI tiu dng, cng nh cc vn lin quan n Chnh tr,Vn ha, kinh t, x hI kp thI c nhng bin php iu chnh, I ph.

32

Bo co thc tp

GVHD: Thy Bi Ngc Tuyn

KT LUN Sau mt thng thc tp ti Trung tm Thng mi Quc t, thng qua vic tm hiu hot ng doanh nghip cng nh phn tch chin lc Marketing Mix v sn phm du nhn ENEOS (Nht Bn), ITC l mt doanh nghip kinh doanh c hiu qu, to c uy tn, thng hiu trn th trng Vit Nam v ang trn pht trin vng mnh mc d gp rt nhiu kh khn, th thch. Ring bn thn em hc hi c nhiu kinh nghim, bi hc qu gi trong mi trng kinh doanh thc tin. Qua bi bo co ny, em c iu kin so snh gia l thuyt hc v thc tin cng nh hiu c qu trnh, cch thc t chc thc hin mt chin lc Marketing Mix trong thc t sao cho t hiu qu cao nht. Em hy vng trong tng lai ITC s tip tc gt hi nhng thnh cng mi trong hot ng kinh doanh ca mnh.

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